An Epic Evaluation of Apocalypse Now Essay

In 1979, Francis Ford Coppola unleashed a film that reshaped the view of the American Vietnam war. The film was heralded as an epic of modern film. However, is it truly an epic or is that term become a widely used word for great works of cinema? Does Apocalypse Now contain the epic criteria of religion, a journey, a vast setting, a sense of supernatural and other key factors? The journey in Apocalypse Now is Captain Benjamin Willard’s mission to assassinate Army Colonel Walter Kurtz. The former Green Beret has deserted his command and now leads a rogue army of commandos and Montagnard, the indigenous people of the central highlands of Vietnam(Human Rights Watch). This film is also a journey into the darkness of the human soul. As Willard travels up the river he spends most of his time reading the Army’s dossier on the rogue Kurtz who has been deemed insane after his use of â€Å"unsound methods. † Willard tries to understand the actions of Kurtz, and as the film progresses, Willard experiences more and more of the absurdities and immorality of war that lead him to understand the villainous Kurtz. His understanding comes with his own decent into near madness. After he senselessly kills a peasant woman on a sampan Willard states, â€Å"It was the way we had over here of living with ourselves. We’d cut them in half with a machine gun and give them a Band-Aid. It was a lie— and the more I saw of them the more I hated lies. † These words sound as though they were uttered by the insane Kurtz. The setting for Apocalypse Now is the fictional Nung River(Milks). Most of the film takes place on a Navy river patrol boat (PBR) with a four-man crew. The captain, Chief, a military man who follows protocol to a â€Å"T†and feels personally responsible for the fate of his crew. He blames Willard for the predicament that they find themselves in. Clean is a seventeen-year-old mechanic from the South Bronx. He is symbolic of the young men that fought in Vietnam that were ignorant to the ways of war and only waste time waiting to end their service careers. Chef, a saucier from New Orleans, who emphatically does not want to be in this strange land and Lance, a California surfer, make up the rest of the crew. Lance and Chef’s use of rugs and placement in the primitive jungle help them withdraw from the war around them as the film proceeds(Milks). This is symbolic of how many of the drafted youth felt in Vietnam. The film begins in the Greek tradition of en medias res. It opens with captain Willard in an alcohol induced depressive state in a hotel room in Saigon in 1968. He already completed one tour of duty in Vietnam only to return home and be miserable with the confines of civilization. He states, â€Å"I was discharged from the army four years ago. I went home, wasted some time, bought a Mustang Mach 1, drove it a week. Then I re-upped for another tour. No, everything I love is here. † He has been irrecoverably changed by the war. He feels that the jungle is the only place he belongs and he cannot wait to get back in action, â€Å"Every minute I stay in this room I get weaker. And every minute Charlie squats in the bush he gets stronger. † The film does not follow all the guidelines of an Epic in the Greek sense. In the beginning, Willard does not invoke the muses and the only religion is the Montagnards belief in Kurtz as a god. The film contains no epic lists and the film is not divided into twenty-four books. The only division in the film could be seen in the different episodes the crew faces traveling up river. The first is the rendevous with Lieutenant Colonel Kilgore, commander of the Air Ninth Calvary. Then, the tiger attack in the jungle, the U. S. supply depot complete with Playboy Playmates, the French rubber plantation, the small sampan, and the ancient temple where Kurtz resides. Each event adds to the mayhem of the journey and creates a darker mood for the film. The narrator and protagonist of the film is Captain Willard. However, he is not the epic hero because he does not meet the criteria. He is male, and he does have a task to complete, but that is about his only heroic characteristics. First, in terms of strength, he does not possess outstanding physical strength, nor is he mentally strong. As a character is quite passive, everything he does is influenced by someone, or something else. When he takes the mission he says, â€Å"What the hell else was I gonna do? † On the PBR, he withdraws himself from the actions of the crew, and spends most of his time studying the file on Kurtz, trying to get into the mind of his target. This only puts him in a more detached state. At Kurtz’s compound he is swayed by the teachings of Kurtz and makes the audience ponder if he will indeed carry out his mission, or join Kurtz’s group. Lance, as well as the last assassin sent to kill Kurtz, did just that. Willard confesses â€Å"It was the strangest thing — I don’t know that I can explain it. Two of my men dead and all I could think of was whether Kurtz was dead too. That’s all I wanted: to see Kurtz, to hear Kurtz. † Kurtz actually helps make that decision for him. Kurtz is weary of his life as a demigod and is expecting, and actually welcoming his death. You came up my river — in that small boat. So simple. I always thought the final justice would come from the sky, like we did. You are the final justice, aren’t you? † In one episode, on a sampan, a small fishing boat, Willard shows his true moral state. When Clean opens fire killing several civilians in a botched search of the boat, Chief decides to t ake the lone survivor, a peasant woman, to a military base for medical attention. Willard, thinking only of his mission, kills the woman so that she will not impede his journey to assassinate Kurtz. This event causes the rest of the crew to turn on him and cast a dark shadow over Willard. When Chef asks, â€Å"When you kill cong, don’t you feel something? † Willard responds, â€Å"Sure, recoil†¦ I feel the recoil of my rifle. † This statement alone solidifies the fact that Willard is not a fundamentally good soul. The supernatural is an important element in any Epic. In Apocalypse Now, the supernatural pertains more to a detachment from reality than to a ghost, miraculous events, or the common notion of the supernatural. In this sense, the film is rife with the supernatural. First Kilgore’s calvary, the surfing calvary charge into battle listening to the â€Å"Ride of the Valkyries. † Kilgore boasts, â€Å"We’ll come in low, out of the rising sun, and about a mile out, we’ll put on the music†¦ Yeah, I use Wagner – scares the hell out of the slopes! My boys love it! † The music and the surfing are completely out of place in the war-torn jungles of Vietnam. However, this is just the first stop on the tour of mass mayhem. Later in the film, the PBR comes across the remains of a rubber plantation. This is a plantation run by the de Marais family, a hold over from the French colonization of Indochina. In the middle of a war zone, a family is trying to hold onto a piece of property in a country in which they are not natives. Several of their family members have given their lives for that property and they believe they have just as much as a claim to it than anyone else. Even when a family member makes a symbolic gesture that makes a statement about America’s involvement in Vietnam and cracks an egg, which represents Indochina, lets the egg white run out and exclaims, â€Å"White goes, yellow stays! † The symbolism is poignantly blunt. It is surreal that they even attempt to keep their property. Also, they try to maintain their heritage in speaking French and having a tradition plantation life without interference from the outside world. The scene, including the burial of Clean is rife with symbolism and detachment from reality. The boat heads further up river and reaches an outpost where American forces are testing Einstein’s theory of insanity. Einstein once said, â€Å"The definition of insanity is doing the same thing over and over and expecting a different result. †(Moncur) Each night the Viet Cong bomb a bridge and each day the G. I. s rebuild it. All of the soldiers at this base are either scared or confused, those that are not, are high on drugs. The colored flares and tracer rounds add to the effects of the psychedelic drugs and the whole theater of battle is in total chaos. Finally, Kurtz’s compound is the scene of total lack of reality. Rotting corpses hang from the tress, and heads litter the ancient temple. The scene is surreal. A burnt out photo journalist exclaims how great Kurtz is, seemingly oblivious to the mayhem around him. The man himself is a larger than life omnipotent character. He remains in the shadows for almost every scene and quotes poetry from T. S. Eliot. He is the all powerful in this land even though he is gone over the edge mentally, spiritually, and physically. He is supernatural. The film as a whole doesn’t fit the standards of an epic in the Greek tradition. However, it is an awesome tale of a man’s journey into the physical unknown of a strange land that forces him to search inside himself for some form of morality in the difficult circumstances of war. Willard is a stranger in a strange land, even to himself.

Reasons teenagers should not be allowed to work Essay

Today, many high school students are entering the work force. Students are becoming more and more eager to start working and become independent. Although a beneficial balance of school and extracurricular activities as well as employment can be productive, it is very difficult to maintain. If a student is intending on going to college, he or she should only hold very minimal and flexible employment. A part-time job interferes with school in many situations. Even if the job is held after school and on weekends, many beneficial extracurricular activities operate at times that do not conflict with education. Most employers are hardly willing to a busy student’s schedule. When students do successfully plan out-of-school events in accordance with a work schedule, hours of school followed by hours of work and hours of homework may be overwhelming for high school students. All of this considered, a student will sacrifice homework and actually be encouraged not to participate in school clubs and sports if working part-time. An employed high school student will suffer the loss of time spent with friends and family. Do you really think a working teenager will keep up with household commitments, such as chores? PARENTING.COM reports that all parents that participated in their survey with employed children say that their working teens often neglect chores and end up with slipping grades. That same website also reports that 94% of those same parents have missed out on family events such as birthdays and day trips. Not only will a part-time job harm a student’s educational stability, it will harm a close family. Besides damaging a student’s family life, a job may harm his or her social life. A student may not be able to spend as much time with their friends as usual if employed. This according to child psychologists can be very harmful to a teenager. First, teenagers receive many daily reassurances from friends, and without this unobvious benefit of friendship, a teenager may begin to feel low self-esteem and feel feelings of guilt for neglecting friends. Emotional turmoil for feeling of abandoning peers and neglecting family is hardly positive for a teenage student. Many students do successfully balance school and work. Only a few students though manage to maintain this balance before parts of their life begin to fail because of employment. One must consider all the above possible conflicts before jumping into the workforce. This of course, is no easy task. With parental support and a good employer willing to be flexible, it is somewhat accomplishable. Take caution before entering the world of employment.

A novel Essay Example | Topics and Well Written Essays - 1750 words

A novel - Essay Example When one reads her writings, one theme will stand out as the central theme and that is, ‘the love of God’. The phrase, ‘God is love’ is clearly felt from beginning to end of all her books. It is the context theme for all other themes in her writings. While she was young, one of her peers threw a rock on her face and critically injured her. But despite this injury, she neither lost her senses nor her character, meaning, the injury did not affect her brain. Since that injury, she has had a deep gratitude to God for sparing her life and also protecting her mental health. It was this incidence that introduced her to the love of God, and it was her desire to share with the world the love and goodness of God. Her knowledge of God’s love further increased when she read in the Bible that God sent his only begotten Son to die for our sins. With this extra knowledge of the love of God, she was motivated and inspired to reveal to the world through literature, th is precious love that had conquered her heart. She wrote volumes upon volumes of books about different subjects, but at the core of all those writings, the love of God was revealed. In her book ‘Steps to Christ’ she said, ‘God is love’ is written upon every opening bud, upon every spire of springing grass. The lovely birds making the air vocal with their happy songs, the delicately tinted flowers in their perfection perfuming the air, the lofty trees of the forest with their rich foliage of living green all testify to the tender, fatherly care of our God and to His desire to make His children happy. (White, 11) She continues to say that, nature and revelation alike testify of God's love. Our Father in heaven is the source of life, of wisdom, and of joy. Look at the wonderful and beautiful things of nature. Think of their marvelous adaptation to the needs and happiness, not only of man, but of all living creatures. The sunshine and the rain, that gladden and refresh the earth, the hills and seas and plains, all speak to us of the Creator's love. It is God who supplies the daily needs of all His creatures. (White, 9) These passages in her book clearly tell us that it was her earnest desire to reveal to the world God’s great love, and that this theme saturated all her writings regardless of the topic she was discussing. In her other book ‘Testimonies to the church’, she said that, all the paternal love which has come down from generation to generation through the channel of human hearts, all the springs of tenderness which have opened in the souls of men, are but as a tiny rill to the boundless ocean when compared with the infinite, exhaustless love of God. Tongue cannot utter it; pen cannot portray it. You may meditate upon it every day of your life; you may search the Scriptures diligently in order to understand it; you may summon every power and capability that God has given you, in the endeavor to comprehend the l ove and compassion of the heavenly Father; and yet there is infinity beyond. (White, 740) She continues writing that, you may study that love for ages; yet you can never fully comprehend the length and the breadth, the depth and the height, of the love of God in giving His Son to die for the world. Eternity itself can never fully reveal it. Yet as we study the Bible and meditate upon the life of Christ and the plan of redemption, these great themes will open to our understanding more and more. (White, 740) Once again, here is another clear proof that the love of God is the

First-hand narrative of a Gilded-Age Prostitute Essay

First-hand narrative of a Gilded-Age Prostitute - Essay Example The father’s joblessness ensured their discontinued education while her mother’s ill-timed pregnancy, sickly child and poor health rendered her incapable of doing much to help her family. It is in their neighborhood that Madeline got involved with the wrong company and came pregnant outside wedlock, a situation of often warranting phenomenal stigma at the time. Mrs James, a former servant in Missouri sends for her and she goes to work in a factory; however, due to her pregnancy she runs off with her saving to hide herself from the shame. This is when she realizes that surviving in the town without a job is next to is exceedingly difficult and getting a job without references and experiences is impossible. When her savings run out, she starts taking men to bed for money although it is not easy for her and she is at times â€Å"robbed† of her earnings. She tries picking clients in the streets, but she finds she lacks the â€Å"brass† for it and ends up being a kept woman for a man who looks after her In addition to infecting her with, a venereal disease and expects payment in sex. She finally entered a brothel and commenced, her career as a prostitute under the management of the owner of the â€Å"house† Miss Laura and it is here that she acquired the name Madeline. That was the beginning of her life as a prostitute and she went on to ply her trade, from Butte, Montana, and she later became the Madame of her own house in San Francisco. Life in the gilded age was characterized with aspects of acute social stratification distinct in the differences between members of different classes, with the gap between the upper and lower classes being predominantly based on financial prowess. For instance, one of the most brutal beatings she got form her father was because of playing with the child of one of the servants whose friendship was frowned against (Lindsey 6). Society was highly patriarchal and men in most institutions be it family or work had the last word, while women were often subject to harsh and unfair treatment and could not take control of even their own lives. After their father abandoned them, it is Madeline’s brother who takes up the responsibility of â€Å"Man of the House† evidently a house had to have a man to run properly. The moral condition in Kansas City according to the writer was abominable, there were vice flourished all over and there were many houses of pleasure not only in Kansas but also the other cities such as Texas. This was the period of industrialization, rural decline and urbanization; the rural decline is seen in the way her idyllic life in the country comes to an end due to her father’s failure and like many who failed to survive in the rural areas, her family moved to a town and she later moved to town and thus completed the cycle of urbanization. It is here that she comes face to face with the reality of industrialization urbanization and they significant ly affect her life, she works in the dressing factory as a check girl a job she didn’t dislike although the noise of machines haunted her for many nights. The rural urban migration inevitably leads to overcrowding in towns which as well as unemployment, and this hit her hard when she runs out of her job and tried to secure another one.

Immigration vs the NASW Code of Ethics Essay Example | Topics and Well Written Essays - 1250 words

Immigration vs the NASW Code of Ethics - Essay Example In essence, most of the professional fields have stipulated particular consequences in form of fines and penalties that should be imposed on anyone who does not adhere to the ethical conducts. The National Association of Social Workers (NASW) is the social worker’s professional organization in the United States. However, not all workers belong to the NASW. The organization has stipulated principles and values that all members adhere. The enshrined values aim to promoting the social aspects within society. The NASW code of ethics advocates for equality and justice to all. However, the federal government’s current policy on immigration has remained the most controversial aspect that contravenes the tenets of the National Association of Social Workers. North America is known as the land of immigrants because unlike any other nation, it receives millions of immigrants annually, and this has labeled the United States as the melting Pot in the globe. The proposals such as Tax ation Laws, Prosecuting Illegal Immigrants, H4 visa Program and the H-1B Visa Program, put forward in the much-awaited amendment of the immigration policy contravene the basic values of a social worker’s perspective. However, proposals such as the Life Adjustment Program, Legalization of Undocumented Immigrants and W-visa Program promote the values of a social worker. ... This paper seeks to examine the core values and principles of NASW’s code of ethics and compare them to the 1986 immigration legislation and its current policies and procedures of enforcement. This comparison will guide a detailed discussion of what changes in policy should be included as the Congress contemplates new immigration legislation in relation to the social worker’s perspective. As point of departure, the illegal entry has taken place for a long time and indeed, during the 1986 amnesty, almost 12 million illegal immigrants were in the United States forming 5% of the entire work force (Washingtonpost.com, 2013). This statistics indicates severe situation, since the statistics are overwhelming. This might have contributed to the stringent immigration policy, which the social worker’s perspective does not support. The issue of immigration is a national problem to the US government and an international challenge across other countries. A bill was passed in the U.S. known as Immigration Reform and Control Act of 1986,and became a law, which made legal the hiring and recruitment of illegal immigrants† (Washingtonpost.com, 2013). According to Goodman, (2013), comparison of this law with the NASW, evidences that, the law enshrines tough regulations that turned out to be inhuman. The NASW has fine ethical code of conduct that is contrary to the regulations of the Act. Other reforms made in the immigration policy in the past have consistently contradicted this code of conduct. Denial of certain rights to certain group of people is considered inhuman, since it violates the basic human rights. It will be a win situation for the members and proponents

Making Choices English Essay Example | Topics and Well Written Essays - 750 words

Making Choices English - Essay Example Here I am happy with him and make the most of every moment as I have made perfect choices of time without chances for regrets. In this new life, it is still a lot of hard work that makes me cope up with the conditions and requirements of the city life. The culture and trendy life styles of American people inspires me a lot to work out plans for the betterment of my life here. My early life itself had taught me enough lessons to choose wisely and that may be the reason why I manage to live better; and that may be the reason why I chose to come to America and get married to the man I loved. I know the fact that for many people, life teaches lessons of life with severe experimental exposure to hard and bitter experiences. As you complete one of your courses of your studies, you feel potentially able to handle the situations related to the subject. However, there is another thing you will love to learn either for excellence or for mere enthusiasm. The process of choosing something goes o n everlasting as long as we are to live on, yet some of them are very important in our life. I may case, the choice to live in America is the most important one I have taken so far. There was a time when I feared the dreads of migrating to a new country in search of opportunities to support my studies and find a job to happily move on my life. From the conservatory life I used to live in my community, it was always a dream to live in this land of opportunities. Most of my classmates preferred to study in the Philippines itself who did not think beyond their limitations to travel abroad. Sometimes I felt I should follow their path and continue my higher studies there and settle my life doing some job locally obtained. As I remember those day now, and when I compare my present life with the past days, I remember the quote â€Å"I took the one less travelled by, And that has made all the difference† from the famous poem ‘The Road Not Taken’ by Robert Frost. It was a ll very important for me to take one way from those left before me; and I chose the rare one – travel beyond the seas in search of a beautiful life. The confidence of a moment I had brought me up until this day; and I am sure, I have made the correct choice as I have a happy life now with all the grace of the job I do now alongside my studies. It was a tough choice, of course, since I was confused as the poet says, â€Å"Oh, I marked the first for another day! Yet knowing how way leads to way I doubted If I should ever come back† (Frost). Every beginner feels puzzled at a condition when he needs to take a path to move on and the confusion remains dreadful till certain point of consistency. In my personal experience, I had no option other than to choose a job to earn the bread; therefore, I decided to I am proud to say I have fallen out well and met the challenges of my life which I would have had if I had continued to live in my home country. When it comes to my job an d the management of time I need to apply for maintaining the smoothness of the family life, I really need to work hard. Meeting the needs of a happy life in America demands much of you sweat; most of the time, you forget your hunger in the rush for punctuality, but it is rewarding to be busy in a city. The basic element of living in a city far away from your homeland with a different culture is always associated with our meritorious effort for excellence at work field. One will have to ignore values and self-made principles to some extend

Response to Law and Authority Essay Example | Topics and Well Written Essays - 1250 words

Response to Law and Authority - Essay Example The question of an obligation to obey the law often crops up especially in the current world where some laws within a legal system are deemed to be unjust or evil and we find ourselves within such systems. All legal systems have laws that impose obligations for their obedience but each has different criteria for measuring such kind of obedience to the law. Obedience is the act of following orders without questioning as it is deemed that they come from a legitimate authority, which may be conferred upon a person or entity by the society. Therefore, just as it is expected that all persons will be obedient to the law, the society expects that we obey the orders or the rules that are set by the legitimate authorities. Plato’s â€Å"Crito† examines how a person should respond to the law when he feels that the process has wrongly convicted him and suggests the ethical bases for obedience to the law. The ethical obligations to obey the law include the fact that, the citizen may have acquiesced to the existence of such a law and therefore, there is an implied or express accord to comply with the provisions of the said law, or if there is no implied agreement, his actions estop him from disobeying that law (Plato and Jowett, 1990). If there is no action or assent by the citizen, he is simply a beneficiary conferred to him by other citizens and therefore has an obligation to obey the law. Socrates argued that if the state was indeed protecting its young ones, then it was right for him to be declared guilty of corrupting the minds of the youth and should be punished according to the law. This is despite his personal convictions, questionings to the members of the city and examining of logi c to arrive at the true position. Reflection on the thoughts in Crito, there is a clear understanding of the teachings of Plato in that as a matter of justice and rights, laws cannot in

Torts 10 ind wrk 1 Essay Example | Topics and Well Written Essays - 250 words

Torts 10 ind wrk 1 - Essay Example But changes are made in some state laws to recognize the special bond between the animal and its owner (Randolph, n.d). Normally, the owner of the pet will try to reach a compromise with the vet. In other cases, the owner of the pet stores a complaint with the authorization of the state that issues licenses and supervises veterinarians. The Board takes the necessary measures as revealed through their review and investigation of the case (Randolph, n.d). The owner of the animal may even file a complaint against the veterinarian or veterinary hospital - even though the case may cost expensive and time consuming. These controls on veterinary practices will also help curb the malpractice veterinary possible (Randolph, n.d). The claim of the owner of the animal that has suffered damage and / or injury caused must prove that it occurred during the performance veterinary. Therefore, the jurisprudence of the Courts, in veterinary liability requires that the claimant prove the following requirements: The existence of a causal link between the damage and / or injury suffered and the negligence of the veterinarian (for example, the dog had not died, if the vet would not put a doubled amount of anesthesia necessary). Wet in result of claims can raised the argument that the teeth cleaning procedure was correct but due to negligence of the owner the dog died. The owner did not bring back the dog to me when its condition

Coursework for information retrieval knowledge management course Essay

Coursework for information retrieval knowledge management course - Essay Example creation and management." The authors write, "†¦effective organizations need to grow not just as individuals but their own intellectual capital and property and their ability to deploy them effectively". Drucker (1998, p.9) in the Harvard Business Review on Knowledge Management has suggested that, information-based organizations require clear, simple common objectives that translate into particular actions". In How Organizations Learn by Anthony DiBella and Edwin Nevis (1998, p.124), the authors suggest that "involved leadership" can be enhanced by benchmarking within the organization; providing coaches; leadership development activities; and conducting studies on processes. Searching, Gathering, aggregating, analysing and disseminating information from diverse internal and external information sources. Since all the required and relevant information cannot be gathered from a single source and is usually spread over a number of files and web locations therefore it needs to be searched and consolidated from different business information vendors, websites, enterprise databases and spreadsheets, then distribute visual representations of their research and analysis in the form of easy-to-navigate charts. The concept of crawling is also relevant in this type of solution as it uses aggregation of diverse information spread across documents and URLs. Crawler is written specifically for gathering or capturing data by working recursively within various links or URLs. It does this by starting with a single URL and searching for some specific keywords then it replicates itself for all the links found and starts searching on all of them. This way extensive search is carried out in parallel saving precious time and gathering vast amount of valuable information. Enables the visual discovery and analysis of intelligence in both online and enterprise information formats. The solutions are typically used in the areas of competitive intelligence, risk management, mergers and

Kinship and marriage from a cross-cultural perspective Essay

Kinship and marriage from a cross-cultural perspective - Essay Example According to the research findings it can therefore be said that the Kinship as a word has different meanings and mostly used in contextual manner however, from the perspective of anthropology, it represents a web of social relationships which are required by a person to live in a society. It also outlines the affinity between different entities based upon some or all of the characteristics which are focused and studied. From the perspective of Anthropology, it is also important to understand that it signifies the study of patterns of social relationships within different human cultures or the patterns of social relationships within themselves. The patterns of relationship defined in kinship are either related by descent or by marriage. Relationships which arise as a result of the marriages are called affinity and are viewed differently from the relationships emerging as a result of descent. There has been however different social changes which have relatively altered the kinship nor ms within the society. The modernization and urbanization combined with the industrialization has actually weakened the affinity especially in terms of extended kinship. The recent theory on Kinship has actually redefined the way the overall concept is being viewed. There has been a critical change in the basic assumptions of kinship theory and more focus has been on understanding as to how to view kinship along with other social theory. This paper will discuss as to how various authors have actually defined the social change in the kinship in specific settings with special reference to government laws and recent globalization changes which are taking place globally. Social Change in Kinship Norms There has been a tremendous change in the way the overall literature on the social change in the kinship norms have changed over the period of time,. Lewis Morgan defined kinship as a form of social organization and focused upon defining it from the perspective of structures and functions. This approach was mostly focused upon defining how the various relationship structures actually emerged during the kinship including residence patterns, mating strategies etc. There has been a consistent evolution of the kinship and it started to shift from paternal to maternal source of power and prestige. Since mother was actively involved in the rearing of the children therefore in certain societies, these trends started to change. In some societies, the transfer of property and its ownership was also dependent upon the mother-child link. (Levine, 2008) D. Schneider however provided a critique of the same and suggested that kinship differs from culture to culture and kinship actually encompass different other domains of social life also include economic and political. His critique was important in the sense that it attempted to identify and root kinship into the broader perspective of cultural and social norms. It is also critical to note that he critically associated the symbol s and what meanings can be driven from these symbols. It is however important to understand that most of the Schneider’s work has been focused upon North America and Great Britain. For Schneider, America was a single system of kinship with symbols having same meanings to both the males as well as females. (Peletz, 1995) Carsten defined kinship from the perspective of culture of relatedness and suggested that the biological relationships are socially constructed. She argues about the social construction of the biological relationships and specially the intervention of State as one of the means through which biological relationships are defined. In countries like India, marriage and biological relationships are often based upon religious association of individuals and to which religious class they belong to. The biogenetic relatedness therefore may not be important as kinship can also be defined under the sexual preferences as well as the establishment of kinship based upon pos t-natal associations. Carsten therefore refutes the assumption of Schneider that there is a clear division between the biological and

Thoreau, Henry D, Walden Essay Example for Free

Thoreau, Henry D, Walden Essay Henry David Thoreau, who deals with nature, remains to this day something of a mystery. He was an American essayist, poet, and sensible philosopher, best known for his autobiographical story of life in the woods, WALDEN (1854). Thoreau became one of the leading personalities in New England Transcendentalism. Thoreaus primary genre was essay, and his fascination with his natural surroundings is reflected in many of his writings dealing with totally different subjects. Natural History of Massachusetts includes poetry, describes the Merrimack River, and discusses the best technique for spear fishing. Although he has had more interpreters than any of our other writers on nature, his complex personality has eluded an ever-gathering host of sentimental disciples, whom he would have been the first to spurn , and nearly all his ingenious critics from Lowell and Stevenson to those of his centenary in 1917. He has been regarded as an American Diogenes and a rural Barnum; as a narrow Puritan, as a rebel against Puritanism, as a German-Puritan romanticist; as a sentimentalist; as a poet-naturalist; as a hermit worshiping Nature; as an anarchistic dreamer; as a loafer, Where, amid these bewildering and often equally plausible interpretations, are we to find what he himself called his true centre, if indeed he has one? Obviously, the answer should lie within the twenty volumes of his collected writings; in part, however, it should be revealed by an examination of the influences that were most important in making him what he was. John Thoreau-one of Carlyles sincere, silent fathers of genius, who, in his manufacture of pencils and plumbago, was more intent on excellence than on pecuniary gain-and of Cynthia Dunbar, handsome and spirited, one of the most unceasing talkers ever seen in Concord, whom her staid community was inclined not altogether to approve. His love of nature seems to have been adumbrated in his mother; certainly it was evoked very early, since he tells of the keen impression produced on his imagination, when he was only four or five years old, by the sight of Waldens fair waters and woods, which, he says, for a long time made the drapery of my dreams. Early, too, came the tendency to reverie and the love of solitude, although for some years he lived, like Wordsworth, mainly the life of glad animal movements, wandering over the countryside, to woods, lakes, and rivers-hunting, fishing, berry-picking, boating, swimming. Thoreau was associating with men on other grounds than the raptures of youth in contact with nature; and this habit grew until, at Harvard College, he paid little heed to the curriculum, and He embarked upon a long voyage of unchartered reading that profoundly influenced his outlook on nature and on human life . For the field observations of a student of nature Thoreau was admirably endowed. There was a wonderful fitness, said Emerson, of body and mind. He had in high degree a species of dexterity not uncommon in the Yankee. He understood the relation between sensuous vigour and subtlety and the life of a naturalist: The true man of science, he wrote in the Journal, will know nature better by his finer organization; he will smell, taste, see, hear, feel, better than other men. Accurate perception in the metaphysical as well as the physical sphere he believed to be dependent on a fit body. The whole duty of man is to make to oneself a perfect body, a fit companion for the soul, since the bodily senses are channels through which we may receive ineffable messages-subservient still to moral purposes, auxiliar to divine. This relation between body and soul he was almost incessantly conscious of; certainly he never cultivated body for the sake of body, and, being a good New Englander, had no erotic strain. Nothing was more foreign to his nature than the sensuality of a certain type of vigorous masculinity to be found in all ages, notably in the Renaissance, when poet and painter, as well as philosopher, had ground for saying that not all the snows of Caucasus could avail to allay the fires within me. Driven to choose between body and soul, Thoreau would have had no hesitation: I must confess there is nothing so strange to me as my own body, he wrote in his Journal. I love any other piece of nature, almost, better. That is his view of body as body, but body as minister of the divine he could not value too highly, and, if not of the Renaissance, he was equally not of the Middle Ages. He was indeed all- sentient. Other poets of nature have not been so fortunate. Thoreaus Taking nature as his province, Thoreau studied her faithfully, acquainting himself with her multitudinous facts, her exact rules and laws, her endless diversity and loveliness of form and movement, till he was prone to forget that knowledge of the part was but a means to knowledge of the whole. Yet inwardly he knew and remembered that to attain the true end, to penetrate to the reality beneath the show, he must stir the deeper currents of his own being, rouse himself out of that somnambulism which, according to Carlyle, is what we please to call life. How could he hope to read rightly the holy book of nature if he brought to it nothing better than the unreal light of the dream world in which the ordinary man lives without knowing it-that ordinary man of whom Plato says, dreaming and slumbering in this life, before he will awake here he arrives at the world below, and has his final quietus . Thoreaus subtle and ambiguous synthesis is founded on a fiction. His account of his tax resistance in the essay revises his tax resistance in the world, in his community of Concord. Thoreau tells us he finds in himself an instinct toward the higher, or spiritual, life, and another toward a primitive and savage one. He reverences them both: ‘I love the wild no less than the good. ’ For wildness and goodness must ever be separate. Thoreau repudiates the physical life with the astounding statement— in Walden of all books—‘Nature is hard to be overcome but she must be overcome. ’ In this new context it appears that Nature is abruptly aligned with the feminine, the carnivorous, and the carnal; though a mans spiritual life is ‘startlingly moral’ one is nonetheless susceptible to temptations from the merely physical, or feminine; urges to indulge in a ‘slimy beastly life’ of eating, drinking, and undifferentiated sensuality. Thoreau speaks as a man to other men, in the hectoring tone of a Puritan preacher, warning his readers not against damnation (in which he cannot believe-he is too canny, too Yankee) but against succumbing to their own lower natures: ‘We are conscious of an animal in us, which awakens in proportion as our higher nature slumbers. ’ Sensuality takes many forms but it is all one-one vice. All purity is one. Though sexuality of any kind is foreign to Walden, chastity is evoked as a value, and a chapter which began with an extravagant paean to wildness concludes with a denunciation of the unnamed sexual instincts. ‘I hesitate to say these things, but it is not because of the subject, I care not how obscene my words are, but because I cannot speak of them without betraying my impurity Thoreaus extensive accounts of his house in Walden demonstrate a lively appreciation of issues in current architectural thought. Pinning down his intellectual sources, however, often proves difficult, and it is uncertain whether or not he knew the villa books firsthand. There is some evidence that he was familiar with Downing, albeit at a later date than the Walden experiment. He mentions Downings A Treatise on the Theory and Practice of Landscape Gardening (1841) and The Fruits and Fruit Trees of North America (1845) in a brief enumeration of books on a friends shelf in 1857, and in a journal entry of 1852, he critiques the notion that one should take up a handful of the earth at your feet paint your house that colour, a conceit that had appeared in Downings writings in 1846 and 1850. Joseph J.  Moldenhauer argues, however, that Thoreaus source was instead William Wordsworths Guide to the Lakes (1810), a copy of which Thoreau owned (the fifth edition, of 1835, is an American compilation), in which the handful of the earth conceit is attributed to Joshua Reynolds (1723-1792) in conversation. Moldenhauer stresses that Thoreaus knowledge of Downing is circumstantial rather than documentary; nonetheless, the circumstantial evidence seems strong, given that Downing was at the height of his popularity and influence at the very moment of Thoreaus 1852 remarks . Elsewhere Thoreaus Nature is unsentimental, existentialist. In ‘Brute Neighbours,’ for instance, Thoreau observes an ant war of nearly Homeric proportions and examines two maimed soldier ants under a microscope; the analogue with the human world is too obvious to be emphasized . Although Thoreau introduces the irreconcilability of man and Nature in Walden, in The Maine Woods (1864) he gives the inscrutability of Nature its fullest treatment. In each of Thoreaus three quests into the forest of Maine he foregrounds an epistemological crisis which ultimately reveals the inscrutability of Nature, and the inability of man, as Melville might suggest, to pierce through the pasteboard mask of Nature. In Ktaadn, Thoreau introduces the epistemological themes that he will develop further in Chesuncook and Allegash and East Branch. Each of these three excursions is an extravagant wandering from civilization out into the wild interior of Maine, and then back to civilization (although it must be noted that none of the three excursions is completely circular: in the first and third journeys. Thoreau and his companions leave from Boston, but only return as far as Bangor; in the second journey Thoreau leaves from Boston and returns to Oldtown, just a bit past Bangor). The central opposition at work in all three excursions is the contrast between civilization and Nature, the tamed and the primitive. The hallmarks of civilization are money, property, politics, and machines, such as the railroad and steamboat; the wilderness features wild animals, tangled plants, bugs, mountains, rivers, and Mount Ktaadn. Ktaadn, the first excursion, takes place in 1846. The themes of Ktaadn are grounded in the relationship between civilized man and primitive Nature. Thoreau sets out from Boston into the wilderness of Maine in order to ascend Mount Ktaadn in an effort to re-establish an original relation with Nature, to push beyond boundaries into the realm of the Indian storm-bird Pomolawho, according to Penobscot legend, lives on Mount Ktaadn-where man and Nature unite and ultimate truths are revealed. He never reaches the summit of Mount Ktaadn, however, and Thoreau makes it clear that Nature remains ultimately inscrutable. Speaking of Ktaadn, Thoreau writes: It was vast, Titanic, and such as man never inhabits. Some part of the beholder, even some vital part, seems to escape through the loose grating of his ribs as he ascends. He is more alone than you can imagine. There is less of substantial thought and fair understanding in him than in the plains where men inhabit. His reason is dispersed and shadowy, more thin and subtle, like the air. Vast, Titanic, inhuman. Nature has got him at disadvantage, caught him alone and pilfers him of some of his divine faculty. She does not smile on him as in the plains. She seems to say sternly, Why came here before your time. This ground is not prepared for you. Thoreau writes: Talk of mysteries! Think of our life in nature, daily to be shown matter, to come in contact with it, rocks, trees, wind on our cheeks. Having sought the unification of man and Nature, and failed. But, just as Thoreau fails to reach the top of Ktaadn, none have gone high enough up the mountain to find the origin of the spring. Thoreaus second journey into the wilderness of Maine occurs in 1853. Thoreau more fully develops a series of oppositions introduced in Ktaadn. In Chesuncook Thoreau explores the contrast between civilization and wilderness, the civilized and the primitive, the present and the past, lower uses of Nature and higher laws, the indiscriminate hunter and the poet, and commodity and discipline. In his excursion, Thoreau wishes to recapture the past-to relive what the Jesuit missionaries experienced when travelling through the primitive wilderness untouched by civilized man-but he is unable to: he is tainted by the corrosive effect of civilization. Thoreau makes this clear central crisis: the destruction of the moose by Thoreaus band of indiscriminate hunters. Framed by suggestive allusions to Mount Ktaadn, Thoreaus participation in the killing of the moose provokes the wrath of Nature against Thoreau, thereby cutting off any chance. Thoreau may have had of succeeding where he failed in Ktaadn: to establish an original relation with Nature, to go beyond boundaries and express truth . In Chesuncook Thoreau laments his only half-willed participation in the destruction of Nature; in A Minor Bird the narrator tries to understand what there is within man that would cause him to silence any song of Nature, whether that song be in-or-out of key. The suggestion in A Minor Bird is that there is some mysterious separation between man and Nature, a disharmony. Thoreau reflects on the relentless, inevitable advance of civilization, and the destruction of Nature, which this advance brings with it. This poses a serious problem, for the Poet, notes Thoreau, and draws power and inspiration from contact with primitive Nature. In the end Thoreau suggests that perhaps man can preserve some of the raw wilderness left in America (through some form of park system or similar venture). This solution is Thoreaus problematic attempt at a mediating compromise between the relentless progress of civilization and the need of the Poet to tap into the inscrutable power within Nature, the Poets muse. In the past, Nature was untouched and available to the Poet; in the present, Nature is quickly receding. Thoreau introduces the idea of Nature as Muse in Chesuncook. Thoreau is doubly-damned: the mythological tablets that only the poet can read are being destroyed by civilization, and the poet himself has been so corrupted by civilization that even he can no longer read the few glowing wood chips that remain. The poet yearns for communication with Nature, but he cannot bridge the gulf, which separates them. In the end, Thoreau symbolically resigns himself to his fate: when hop and Indian Joe pass by Ktaadn on their way back home, they do not even attempt to climb. Thoreau complains testily in his Journal (1852). One needs distance to be able to focus his vision. One needs space and freedom of movement to refocus his vision, keep it unconstrained by familiarity, habit and custom. In Thoreaus view, lack of originality and morning freshness amounts to near blindness. What makes nature nonhuman, but, for that very reason, also a perfect conversationalist is that nature is ever original, lacking intention and memory. Both, in Thoreaus eyes, are socially conditioned and therefore suspect, the first associated with private interest, the second, with the bonds of tradition. Natural existence, on the other hand, is superior to petty concerns and designs, it unfolds spontaneously moment-by-moment, offering itself to man as a pure tonic. Vista and novelty are what Thoreau treasures most in relationships and communication, and these natures would provide amply . Until recently, Thoreaus scientific interests and pursuits were dismissed by critics as amateur and sloppy science coupled with a declined prose style. Only recently, with the 1993 publication of Faith in a Seed—a collection of not just his late natural history essays but also including the first publicat ion of his unfinished manuscripts—has it become apparent that Thoreau had accomplished something important. In Faith, he demonstrated by observation, experimentation and analysis, how 99 percent of forest seeds are dispersed; and how forests change over time, and regenerate after fire or human destruction. Thoreau worked at his familys pencil factory in 1837-38, 1844, and 1849-50. He had a natural gift for mechanics. According to Henry Petroski, Thoreau discovered how to make a good pencil out of inferior graphite by using clay as the binder; this invention improved upon graphite found in New Hampshire in 1821 by Charles Dunbar. Later, Thoreau converted the factory to producing plumbago, used to ink typesetting machines. Frequent contact with minute particles of graphite may have weakened his lungs. He travelled to Quebec once, Cape Cod twice, and Maine three times; these landscapes inspired his excursion essays, A Yankee in Canada, Cape Cod, and The Maine Woods, in which travel intineraries frame his thoughts about geography, history and philosophy. Thoreau was not without his critics. Scottish author Robert Louis Stevenson judged Thoreaus endorsement of living alone in natural simplicity, apart from modern society to be a mark of effeminacy: Thoreaus content and ecstasy in living was, we may say, like a plant that he had watered and tended with womanish solicitude; for there is apt to be something unmanly, something almost dastardly, in a life that does not move with dash and freedom, and that fears the bracing contact of the world. In one word, Thoreau was a skulker. He did not wish virtue to go out of him among his fellow-men, but slunk into a corner to hoard it for himself. He left all for the sake of certain virtuous self-indulgences. Stevenson was sickly much of his life, bed-ridden and cared for by his mother and wife, but craved a life of adventure and travel. However, English novelist George Eliot, writing in the Westminster Review, characterized such critics as uninspired and narrow-minded: People—very wise in their own eyes—who would have every mans life ordered according to a particular pattern, and who are intolerant of every existence the utility of which is not palpable to them, may discourage Mr. Thoreau and this episode in his history, as unpractical and dreamy. Throughout the 19th century, Thoreau was dismissed as a cranky provincial, hostile to material progress. In a later era, his devotion to the causes of abolition, Native Americans, and wilderness preservation have marked him as a visionary.

The Indian Armed Forces

The Indian Armed Forces The Indian Armed Forces have long enjoyed the reputation of being one of the finest in the world. The armed forces render invaluable service to the country, in times of war as well as during peace, ensuring the security of the nation. They are also called to help restore law and order, ensure the safety of the people in times of internal strife, provide help and relief to victims of natural calamities also contribute to the building of vital infrastructure facilities like roads and bridges in remote and war torn areas. The Indian Armed Forces are facing an acute shortage of officers in all three services. The shortage of officers in the Army is around 11,500 and in the Navy, it is around 1507. Air Force is approx 1237 offrs short of its requirement  [1]  . Statement of Problem. Is there a need to enhance the social standing of Armed Forces personnel to continue to attract the right talent to serve the nation? Hypothesis Though the profession of arms is a calling not a career, lately, some decline in the status social standing of the combatants, particularly the officer cadre of the three services has been perceived. It has led to the present generation of youth preferring other professions, leading to a significant shortage of officers in all the three services. If not arrested, this trend can get aggravated and begin to compromise operational efficiency of our Armed Forces. Justification For the Study Though the subject of status of Armed Forces has been touched upon by a large number of eminent personalities, no writer has comprehensibly addressed the complete issue. The approach of all the writers was either towards financial aspirations or changing social environment or it was a fragmented effort, touching a large number of inter-related issues, eg promotional aspects social standing in civil society. Prominent writings on present day leadership challenges, change in socio economic environment, growing involvement of Armed Forces in IS duties, changes in the Warrant of Precedence etc along with practical approaches to meet the present day challenges have been drawn up by a large number of military minds, journalists, politicians eminent scholars. It is felt that there is a requirement of articulation of these works in a comprehensive manner to recommend an appropriate approach towards the issue. Scope. This paper aims to highlight the erosion in status in the Armed Forces starting from the time of Independence. The reasons for this erosion will be debated. The lack of intent and complete endeavor of defence and civil personnels will be brought to light. Finally some recommendations for making the Defence Services more attractive would be discussed. Methodology It is proposed to study the subject in the following parts:- (a) Part I. Status of Armed Forces Officers before Independence. (b) Part II. Post Independence era. (c) Part III. Pay commission effects. (d) Part IV. Warrant of Precedence Present Status. (e) Part VI. Intent and endeavor with Limitations Positives (f) Part VIII. Recommendations. Source of Data The study has been conducted based on books and columns written by eminent writers on the subject, official history and gazete notifications of GOI, newspaper articles and write ups from internet sites. A bibliography of sources is attached. PART I STATUS OF ARMED FORCES OFFICER BEFORE INDEPENDENCE Warrant of Precedence Before 1947 Status of the Commander-in-Chief. The Warrant of Precedence of British India kept the Armed Forces Officers on a very high pedestal. The Precedence in India was regulated till the independence by a Royal Warrant which was promulgated on the 6th of May 1871  [2]  . As per the Royal Warrant, the Army Chief, the erstwhile Commander-in-Chief was higher in rank to the Chief Justice of the Supreme Court while Military Officers above rank of Major-General were higher than the Judge Advocate General of India also the Secretaries to the Government of India. Status of the Major-Generals. It is important to note that First Class Civilians of 28 years standing were equated with Major-Generals while in the present day it is with IAS of 14 years of service. Similarly Civilians of 20 years standing were equated with Colonels and included Commissioners of Divisions. Status of the Colonels Below. Inspector General of Police, then the highest post in any state were similarly equated with Chief Engineers were in the same league as the Colonels. The next grade comprised of the Third Class Civilians of 12 years standing who were equated with the Lieutenant-Colonels. These comprised of the Under-Secretaries to Government of India, Inspector-Generals of Jails etc. The next grade comprised of the Fourth Class Civilians of 8 years standing who were equated with the Majors and so on. The Comparison. It is evident from the above comparison, the high esteem of the officers of the Armed Forces which they enjoyed during the era. The Inspector General was responsible for the complete state but was considered equivalent to a Colonel of a Battalion with 20-25 officers. The same was required because the State machinery was generally static but the Armed Forces were considered to be working in a volatile environment requiring split second decision making which resulted in a situation of life death. There was no requirement felt of large number of officers in the police, where the job was to catch thieves and petty criminals. This task was found suitable for the lower staff in the police forces comprising one Darogah, one Jamadhar and a number of constables who were maintained at each district headquarters  [3]  . Later the same were controlled by the Deputy Superintendent, Inspectors, Head Constables and Constables. The Indian Armed Forces as the Preferred Occupation of Royals and Dynasties The Kashtriya Way of Life. Kashtriya meaning warrior formed one of the four varnas (social orders) in Hinduism. Kshatriyas constituted the military and ruling elite of the Vedic-Hindu social system outlined by the Vedas and the Laws of Manu  [4]  . A Kshatriya was a fighting man, he was bound by the holy scriptures to govern as a Dharma-Raja, with the main duties being protection of his subjects and livestock. The people looked upon Kshatriyans to protect them from all dangers. The great kings and generals on ancient and medieval India took pride in their Kshatriya lineage and took pride in being the kings and warriors in the army. The British Age. During the British Empire, most of the royals had to give up the rights to their land. Some of the royal dynasties even acted as British protectorates. In such times, only some of the dynasties could kept their own armies but the same was not possible with the smaller states. In time, it became a tradition of the royal princesses to either join the British Indian Army or to command their own troops in their small princely states. It was considered bounteous for these princes to command troops in the old Kshatriya ways, be it in the Indian army or the state troops. Serving the Army. Due to the above reasons, the British Indian Army was always associated with the rich royalty who served its ranks often rising to the officer cadre due to their competence and efficiency. Even after independence, the tradition continued. The Indian royalty found itself in the whos who of Indian army with few of them rising up to the highest ranks while serving the Army. Some of the prominent names among them are Colonel Sardar Bahadur Muzzaffar Jung Bahadur Thakur Girdhari Singh, O.B.E, O.B.I Brigadier Th. Harish Chandra Singh, V.S.M. of Kuchela royal family  [5]  ; Capt Amarinder Singh of Patiyala royal family  [6]  ; Brig Sukhjit Singh, MVC of Kapurthala royal family  [7]  ; Brigadier Bhawani Singh, MVC of Jaipur royal family  [8]  . The tradition of joining the Army gradually started to decline with time. The reasons can be attributable to a large number of facts to include the changing socio economics, the changing of family values and the perceived social standing of Armed Forces personnel in civil society. PART II POST INDEPENDENCE ERA START OF THE DECLINE Involvement of Mil in Pakistan, Bangladesh and Mayanmar in their pol affairs During the middle of 20th Century, most of the countries in Indian peninsula got their independence. Independent India found itself sandwiched between large numbers of politically unstable states in which the military frequently thrust itself in the political arena replacing the democratically elected political leaders. Large numbers of coups were accomplished by the military in the nearest neighborhood of India which fuelled mistrust for the Indian Generals in the political circle. The political class often found itself worried because of presence of influential leaders in the military. Military coups in Pakistan began in 1958 and number three successful attempts. There have also been numerous unsuccessful attempts since 1949. Since its independence in 1947, Pakistan has spent several decades under military rule (1958 1971, 1977 1988, 1999 2008)  [9]  . On the other hand, Bangladesh had military coups in 1975, 1977, 1981, 1982, 1996 then in 2007. Bangladesh remained under military rule from 1975 1990 under two different military rulers  [10]  . Mayanmar had its share of military rule when democratic rule ended in 1962 when General Ne Win led a military coup dà ©tat  [11]  only after fourteen years of democracy. The reaction by the politicians to all of the above was obvious. Firstly the Defence Services were increasingly isolated from the process of decision making in defence matters. During the British era, India was perhaps the only country in the world which had a single Commander-in-Chief for all the three Services. In 1947, this arrangement was discarded and each Service came to have its own Commander-in-Chief, independent of each other. The nomenclature of the three Chiefs was changed in 1955 from Commanders-in-Chief to Chiefs of Staff. In this set up, the Chiefs of Staff are not part of the Ministry. They are not authorized to take any decision on behalf of the Government nor issue any Government orders. These functions are performed by civil officials in the Ministry of Defence (MoD). The Service Chiefs continue to function as Commanders-in-Chief of their Service  [12]  . Each war increased the popularity of the Indian Army among the common masses and the status of the service chiefs was lowered after successive wars in the Official Warrant of Precedence due to the perceived threat of a possible coup by the Armed Forces. Such was the popularity of eminent military leaders like Field Marshal Sam Manekshaw after the 1971 Bangladesh libration that late Indira Ghandhi feared a massive military coup in 1977  [13]  . Mistrust of the Political class fuelled by Bureaucrats. The mistrust of politicians for the military generals was always exploited by the bureaucrats in every way to increase the rift between them. The incidents of armed rebellions coups in the neighboring countries the world over always added fuel to the fire. Gradually the military generals were sidelined by their political masters the bureaucrats made a place for themselves in between the political masters the military started making important decisions which made an impact on national security matters. Tradition History of Police Ranks The Police followed the following system of rank badges till about independence : (a) Superintendent of Police / Assistant Inspector General of Police. Three Stars (Upgraded to Crown on reaching the basic pay scale of Rs 950/-). (b) Deputy Inspector General of Police. Crown with one Star. (c) Inspector General of Police (highest police rank). Crown with Two Stars. In the late 1950s and early 60s, the police establishment went in for a major overhaul and upgradation of rank badges. This followed the introduction of additional ranks such as Selection Grade etc. To meet new ranks, rank badges were appropriately upwardly modified. Contrary to popular perception, the Ministry of Defence very vehemently protested the rank confusion created by junior police officers wearing senior military rank badges but the issue was sorted out in a high level meeting between MHA and MoD (the meeting is documented and minuted) where it was rather unusually concluded that there could be no confusion between police and military ranks since police rank badges are silver in colour whereas military ranks are made of brass, and it was also decided that rank badges would not reflect the actual status comparison of military and police officers. This later resulted in the rank of DIG (then established by pay and by the MHA as being between a Lt Col and a full Colonel) weari ng rank badges as worn by a Brigadier of the Army. So far so good. But this came to haunt the military years later when by forgetting the historical background of the issue; police officers started demanding status and pay equation by virtue of the rank badges worn. The skewed situation got adversely solidified when the 6th CPC commented about an established relativity between a Brig and a DIG in all probability based on the equality of brass carried on the shoulders by the two ranks  [14]  . PART III PAY COMMISSION EFFECTS Effect of Successive Pay Commissions The Post War Pay Committee of 1946. The first attempt at rationalisation of the remuneration structure was made by the Post War Committee in 1946. The mendate of the Committee was to produce pay scales exclusively to Indian conditions, to simplify the pay system and achieve maximum amount of harmony between the three Services. A decision was also taken by the Government that the future pays of the Armed Forces should be linked with civil pays. Based on these parameters and guided by the Post War Pay Code of the British Armed Forces, the Post War Committee recommended a remuneration system based on the following equations  [15]  :- (a) Service officers should broadly receive equal treatment with police officers. (b) A fully trained infantry soldier with three years service was equated with a semi-skilled worker who in turn was equated with an Able Seaman of the Navy and the juniormost Leading Aircraftman of the Air Force. Comparison of Officers. The closest comparator to Defence Services officers was identified as the Police as both wore a similar uniform due to the fact that the Indian Police was manned by mostly retired British Army Officers in the past. This relativity had no other logic with regard to job content. The same continues till date, much to the detriment of the Service officers pay scales. In establishing this relativity, it was agreed that the end of the Maj scale should not exceed the end of the Senior Time Scale of the Police in which the SP was placed, thereby establishing a linkage between the two. The next link in the Police then was the DIG. The Service representatives sought a linkage of the DIG with the rank of Lt Col. However, DIG was finally placed between the service ranks of Lt Col and Col. One of the factors in establishing this linkage was that the three pillars of administration, namely the DIG of a Range, the Commissioner of a Division and the Commander of a Military Di strict (of the rank of Colonel) had near identical years of service, were of approximately the same age and required to socially interact with each other. The Raghuramaiah Committee Report. Consequent to the Second Pay Commissions Report in 1960, a Departmental Committee, headed by Shri Raghuramaiah, examined the pay and allowances of the Armed Forces. It stated that  [16]  :- The Service representatives felt that pay scales approximating to the scales prevalent on the civil side were preferable to the existing pay structure, but that a revision would be such a complex and lengthy process that it was not practicable at the present juncture. In view of these practical difficulties, we decided that the present pay structure might be retained until such time as the Government finds it convenient to carry out a detailed review. Initiation of Major Changes in Cadre Structure by IAS IPS. As the benefit of a review of their conditions of service and pay scales could not be done, the Armed Forces emerged into the post second Pay Commission scene with a arithmetical revision of their pay and allowances. At this stage the Civil Services, especially the IAS and IPS, initiated major changes in their cadre structure. A Selection Grade was introduced in the IPS, between the SP and DIG. This grade was equated to the service rank of Col and pressure was built up for revision of DIGs pay scale. By 1969, the DIG had overtaken the rank of Col, and started drawing relativity with the ranks of Commodore and Brigadier, thereby lowering the status and relativity of the Armed Service Officer vis a vis the Police. The Third Pay Commission. In early 1970, the Government while announcing the formation of the 3rd Pay Commission, for the first time, entrusted the task of reviewing the pay and allowances of the Armed Forces to a Pay Commission and not to a Departmental Committee. However, there was a major difference between the terms of reference as applicable to the Armed Forces and that of the civilians. In the case of the Armed Forces, the Commission was not asked to make recommendations on the conditions of service but take them as given. This difference was prominently highlighted by the Commission in their report. On the question of the presentation of the Services case, the Commission was of the view that the service personnel should have the liberty to represent their case directly before them like civilian employees. But this request to the Ministry of Defence was turned down on the grounds that the requirement of Armed Forces discipline would not permit such an approach. Thus the three S ervices could not explain their case directly to the Pay Commission. As a result, many of the anomalies injected by earlier Committees remained uncorrected  [17]  . Status of Officers. The main thrust of the services was to seek parity in pay scales with the IAS. The Third Pay Commission was of the view however that the officer cadre of the Armed Forces was an omnibus group of individuals of varying disciplines, status and job responsibilities. Whilst there would certainly be some categories, though difficult to identify, who could claim parity with the IAS, the 60,000 strong Armed Forces officer cadre could at best be compared with the Class I officers cadre which had a similar disparate composition. Parity with IAS was therefore not accepted and the existing relativities were retained  [18]  . Expert Cell. The Ministry of Defence now created an Expert Cell comprising the Chairmen of the three Services Pay Cells, a Joint Secretary and an Additional Financial Adviser. The Expert Cell was asked to scrutinise the Memorandum of each Service and give their own views to the Pay Commission. Unfortunately no agreement could be reached between the Service Members on the one side and the Ministry of Defence on the other. Eventually a report was submitted only by the Service Members. This resulted in the impact of their report being lost and the Third Pay Commission had to seek views of Ministry of Defence seperately. Compensation for X Factor. In the British Armed Forces Pay Structure, the X factor compensated for the uniqueness and distinct disadvantages of service life. Service Headquarters sought the extension of the X factor to the Indian Armed Forces. The Third Pay Commission examined the advantages and disadvantages of Service life, considered that the former outweighed the latter and concluded that there was no justification for the X factor. One of the advantages of naval life taken into consideration was the opportunity for naval personnel to visit distant foreign countries at Government expense  [19]  . Formulation of Rank Pay. The third pay commission also crafted a rank pay out of the existing pay for defence personals. This was to differentiate the pay from Captain to Brigadier in a running pay band. It was specified by the pay commission that the rank pay was part of basic pay for calculation of all emoluments for consideration of status. The successive pay commissions continued with the same. But in the sixth pay commission, when the rank pay was abolished, the pay of all service personals was calculated erroneously as rank pay was not taken into consideration. This created a major anomaly. Research of XLRI Jamshedpur for sixth pay Commission in Estimating cost of Benefits For Armed Forces to government Incongruous Deductions XLRI Jamshedpur was tasked by the sixth pay commission to estimate cost of benefits of all government servants including defence personals. In their estimate, mundane things like loans for housing, car computer, canteen facilities, medical care etc were taken into consideration to calculate the cost of living of defence personals. The picture thus pasted was a very rosy one. The problems faced by defence personals in form of frequent transfers, separation from family, lack of stable education for wards of defence personals were not taken into consideration. Comparison with IPS, PMF and Other gp A services The sixth pay commission compared the Brigadier rank of Defence forces with DIG of the IPS. This comparison was wrong because the DIG was placed between Lt Col Col in all previous comparisons. The DIG wore the insignia of Ashoka a Star till early 1970s but later it was changed to Ashoka three Stars. On being questioned, it was clarified by the MoH that police ranks wear Silver Stars which was different from the Brass Stars of the military hence no comparison was possible. The Commission also used the PMF for comparison with the Armed Forces forgetting that PMFs are not Group A services. A service is considered Group A service only if at least 80 % of its employees hold ranks equivalent to Jt Secy above. The same was utilized by the bureaucracy in creating a rift between the Armed Forces the CPMFs quoting the problems faced in empowerment of CPMFs whenever the injustice faced by the Armed Forces were highlighted. Delinking the rank pay from the basic pay caused a major setback to the pay parity of Armed Forces with the other Group A services. Certain ranks with a higher pay scale till fifth pay commission turned up with a lower grade pay after the Sixth Pay Commission. In a noteworthy judgment, the Supreme Court of India directed that Rank Pay forms part of Basic Pay. The same was prayed by the Govt of India to reconsider the same is still pending. Comparison with Defence Support Services It must also be brought to light that Defence Support Services like Defence account services, Ordinance Board Services etc which are primarily existing for supporting the Armed Forces now enjoy a better pay scale that what is enjoyed by the services they serve. Also the promotion rate is much faster with an officer making it to Jt Secy level in 16 yrs while a equivalent Maj Gen makes it after almost 32 yrs of service. The Govt Doctors also have a faster promotion rate due to the MACP scheme but the same could never be implemented for Armed Forces doctors due to the acute disparity they would cause. PART IV WARRANT OF PRECEDENCE PRESENT CONDITION Successive Lowering of Status The status of Armed Forces Officers was lowered after each war as it was perceived by the civil society that the image of Armed Forces Officers was augmenting the political as well as bureaucratic class found itself threatened by the same. Analysis Effects of 6th pay commission to Include Financial Effects The pay commission was near sighted in determining the grade pay of Armed Forces Officers but when faced with a large amount of criticism, it delinked grade pay from status clarified that grade pay was only for determining inter services seniority. This was a knee jerk reaction but the damage was done. The grade pay differences was not only to be used to determine the seniority for all practical purposes but also determined the amount of Entitlements Benefits for all personals. This caused a major Financial Loss to all personals including loss of Social Standing among peers. Misinterpretation of the Warrant by Vested Interests The Warrant of Precedence shows Jt Secy to the GOI to be equivalent to Maj Gen. The official warrant does not cover the lower ranks. This was taken as a guide map by vested interests in equating all civil posts of IG police similar posts with a Maj Gen. In view of the above, it must be stated that very few posts are equivalent to Jt Secy to the GOI posts like IG police of a state is not equivalent unless empanelled by the GOI. These minor rules are not known by a large number of people are being used by some persons for their advantage. The Economic Boom the Present IS Situation The boom in the economy added to the aspiration of all persons including that of the Armed Forces. The present IS situation also increased the commitments lead to further increase in difficulties faced by the Defence personal. The same was not adequately compensated by the successive pay commissions or the government thus causing a steady decline in their strata in the society. Status as Perceived by the Society In the present society where the visible factors of money power are taken as guidelines for deciding the Social Standing of a person, the persons of Armed Forces take a beating. This has caused a visible change in the social environment has also affected the intake of officers in the Armed Forces. This of status has even affected the parity which is perceived by the civil society which can be seen from various agencies intake of ex-servicemen. In a recent UCO bank intake, the post of Security Officer was open to Commissioned Officer in Army (Captain)/Navy (Lieutenant)/Air Force (Flight Lieutenant) and to Any officer in the rank of Inspector (Executive)/Inspector (GD) from Para-Military forces like BSF, CRPF, ITBP, CISF etc. Shortage of Officers in the Armed Forces The Armed Forced are facing a acute shortage of officers in all three services. The shortage of officers in the Army is around 11,500 and in the Navy, the shortage is around 1606. The numbers which are less in Air Force is around 1342. This shortage is causing serious hamper in the operational efficiency of the services the trend need to be arrested at the earliest. Noteworthy Judgment Rank Pay Judgment Maj Dhanapalan case are major judgments of Honorable Supreme Court of India stating rank pay forming part of basic pay for all intent purposes. The Supreme Court slamming the union for treating Armed Forces personnel like beggars in respect of emoluments and pension asking authorities to adopt a more humane approach towards those bravely defending the countrys borders. Treatment of Veterans by Civil and Military The agenda of One Rank One Pay is present in the election manifesto of most of the National parties but no party in power has done anything on the same except giving lip service. The ex-servicemen returning their medals to the President of India was a day of national shame but no concrete steps have yet been taken to meet the demands. PART V LACK OF INTENT AND ENDEAVOR CERTAIN POSITIVES Approach of Govt to Incl Politicians and Civil Bureaucrats The apathy towards Armed Forces was well observed when the Committee of Secretaries formed to look after the anomaly of Sixth Pay Commission was formed without a military member and established more anomalies in its verdict. The Group of Ministers formed after the same to look into possible anomalies has not given any verdict even after a year of its formation. When the veterans demanding One Rank One Pension marched toward the Rashtrapati Bhavan for returning their medals, the President who is the Supreme Commander of Armed Forces did not even feel it important to meet them and assigned a Joint Secretary to receive the medals in her behalf. Negating the Effects of AVC Commission AVC Commission lowered the intake service for the rank of Captain to two years and that of Major to six years. This was done to increase the satisfaction level of the officers of the three services. The same effect was reversed by the Sixth Pay Commission in which the grade pay of all ranks Captain onwards was lowered such that now the Major equaled the Captain of the pre-AVC Commission days. It must be noted here that the Major of post AVC Commission is not even authorized the Majors Accommodation he possesses in a military station but now being equal to a erstwhile Captain, is authorized only the Captains Accommodation. This may not be a area of concern in a pure military station, but causes major embarrassments in a mixed station where the status has declined substantially. Similar problems exist for all military ranks. The Working of Mil Machinery Before the

The essence of strategic marketing

The essence of strategic marketing This report designed to provide practical recommendations on segmenting markets, targeting specific customers, and positioning effectively SGNs service in China market. Having addressed the purpose of STP, it has ascertained that SGNs competitive advantages and potential competitors, the segmentation and targeting markets decisions for SGN thus proposed to utilize geodemographic variables as segmentation bases. The two segment profilers of SGN were formed after exercised key variables. Profiler 1 is a group of senior citizens of age 60 and above and profiler 2 is a group of middle age citizens from 40 to 60 years old working professionals. Upon evaluation of market attractiveness of these two distinct segments, it is advised that SGN targets both segments, adopting concentrated marketing strategy, via single marketing mix. Positioning strategy adopted by SGN is more for less value proposition and positioning statement as To senior citizens, SGN offers the utmost personalized elderly service at their home. Read this report for SGN practical marketing tool to easily deal with the challenges and exploit market opportunities that drive incremental revenue and increased profitability. The whole point of this proposal is to assist with better segmenting, targeting, positioning and decision making, be sure that focus on the most appropriate strategies that provide the most opportunity, least risk, and highest performance for SGN. TABLE OF CONTENTS Introduction à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 5 Background of the Company and the Service Chosen à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 6 Literature Review of the Segmentation, Targeting and Positioning Concept research this theoretical underpinnings of this concept and critique à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 7 Basis for Proposed Segmentation and Targeting for SGNs Service à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 16 Basis for Proposed Positioning for SGNs service à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦. 21 Annual Schedule for the Programme including Marketing Budget/ Expenditure à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.à ¢Ã¢â€š ¬Ã‚ ¦..à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦. 24 Conclusion à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 25 References à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.. 26 1. Introduction This report aims to develop and propose the Segmentation, Targeting and Positioning strategies for the personalized elderly home-care service in China, offered by Sunrise Greycare Network Co. Ltd (SGN). Chapter 2 briefly describes the SGN credentials and up to 24-hour service that is provided for the senior citizens in China. Segmentation, targeting and positioning concepts from various books are critically assessed and discussed in Chapter 3. Chapter 4 contains valuable information of the basis of proposed segmentation and targeting for SGNs service and Chapter 5 discusses on the positioning map, competitive advantages and value proposition of SGNs service. Chapter 6 tabulates the annual schedule of the programme that includes marketing budget/expenses and the final conclusion will be made in Chapter 7. 2. Background of the Company and the Service Chosen Company Profile Sunrice Graycare Network Co.,Ltd (SGN) is specializing in offering home-based eldercare service up to 24-hour to families in China. SGN grows its first footprint in Beijing to offer a unique proposition to senior citizens. The whole team is dedicated to improving the quality lives of the elderly. SGN helps with every facet of daily living, from escorting on appointments and companionship, to housekeeping and personalized healthy screening to the seniors. Above all, elderly are always enjoying a safely and comfortably at each home with SGN care, instead of staying at nursing house. Mission Statement Vision: To make SGN the top of mind company for senior care Mission: Leverage our unique strengths to render reliable service and care that exceed clients expectation. Credo: Work with passion, commitment and professionalism 3. Literature Review of the Segmentation, Targeting and Positioning Concept research this theoretical underpinnings of this concept and critique 3.1 Introduction of Segmentation, Targeting and Positioning (STP) Market segmentation, targeting and positioning are the three steps, as shown in below Figure 3.1, that top management has to decide before the implementation of any marketing plan in a company. Figure 3.1 Steps in Market Segmentation, Targeting and Positioning Market segmentation Identify bases for segmenting the market Develop segment profiles Market targeting Develop measures of market attractiveness Select target segments Market positioning Develop positioning for target segments Develop a marketing mix for each segment Source: Armstrong, Kotler Da Silva (2006, p.213) These steps are defined by Armstrong, Kotler Da Silva (2006) as follows: Market segmentation: Dividing a market into distinct groups with distinct needs, characteristics, or behaviours who might require separate products or marketing mixes. Market Targeting: The process of evaluating each market segments attractiveness and selecting one or more segments to enter. Market positioning: Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target customers. 3.2 Market segmentation: Market segmentation is the act of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors who might require separate products or marketing mixes (Armstrong, Kotler Da Silva 2006). Market segmentation is pre-requisite to access the right market and people at a maximum. It drives markets growth and increases sales to the business profitability from authors viewpoint. The effectiveness of segmentation should be measurable, accessible, substantial, differentiable and actionable (Smith 2003). Segmentation helps to see the target customers more effectively. The customers have different requirement and needs and influenced by different media. A segment is a unique group of customers who share some common characteristics that make them different from other groups of customers (Smith 2003). Some segments have different needs, require different versions of the same product, pay different prices, buy in different places, can be reached by different media (Smith 2003). Consumer markets can be segmented by many different variables which include geographic, demographics or social statistics, geodemographics, psychographics and behavioralistics. Smith (2003) explains these five categories as below: (1) Geographic: categorized by location which includes streets, towns, cities, regions, countries, continents, and climate, population density and so on. (2) Demographics (social statistics): segmented by age, gender, marital status, life cycle, social class, education, job type, social class, income level, because of consumers needs and wants change with above-mentioned elements. (3) Geodemographics: this mixes geographic and demographic data to create categories of house-type with locations. (4) Psychographics: segment market based on peoples lifestyle, personality, attitudes in accordance of their psychological feature. Lifestyle is often segmented by marketer among others factors. (5) Behavioralistics: bahavioral segmentation reflects the benefits consumer enjoyed and the consumption rate of products or services. Different consumer seeks benefits differently from own perspective. The consumers are divided by light, medium and heavy level as per individuals frequency of usage. The other type of segmentation, according to Smith (2003) is industrial, organizational or business-to- business markets. The organizational markets are segmented by personal characteristics of organizational customers and the benefits sought. The most common profilers for organizational markets are grouped as follows: Type of organization Size of organization (heavy or light user) Geographical location Corporate culture Operating characteristics Job title Purchasing approaches Apart from above profiles, it is felt that marketer also needs to find out who is the end user of organization so as to better understand the direct customers wants and needs. How the customers would use the product or service, the answer helps improve or innovate the product or service to satisfy customers needs. Identify the usage rate which affects sales volume and sales forecast. Lastly, who is the purchasing person and the relationship with purchasing organization is very pertinent to the markets segmentation, because the product or service can be segmented precisely to the buyers once corporate strategies and demands are well perceived. Researchers from McKinsey and others institutes have studied commodity markets, it showed that even customers in commodity market are classified by three segments. Customers concerned about cost more than quality who are Price-sensitive buyers. Whereas, people go for quality excellence and deliverables-focused fall into service segment. The commitment customers are close to total value, thereby winning a long-term relationship (Doyle 2002). While E-commerce is impacting the lives and lifestyle of people, many people prefer to research the related products and rely on the internet as guidance before purchase. In the Reverse Segmentation pinpointed by Kotler, Jain and Maesinecee (2002), customers inform companies of their likes, dislikes and other key messages by answering online questionnaire. The information can be used by the company to construct customer segments. The company can then develop appropriate offerings for the different segments. Marketers can respond to reverse marketing by paying attention to the customers four Cs: enhanced customer value, lower costs, improved convenience, and better communication (Kotler, Jain Maesincee 2002). They need to explore the customers cognitive space, assess the companys competency space, and capture the collaborators resource space (Kotler, Jain Maesincee 2002). Although segment variables vary with different products or services, the author feels that demographics is the most easiest and fastest way to segment the markets which can be measurable and differentiable in marketplace. The strengths are these information of demographics are quite steadfast compare with others categories, people can change their location, lifestyle but most of people cannot change age and gender. The data can be attained from local authorities and other professional organizations without or less costs. 3.3. Market Targeting Target marketing evaluates each market segments attractiveness and selects one or more segments to serve (Armstrong, Kotler Da Silva 2006). To target the best market segments, the company should analyze each segments size and growth (product life cycle), profitability and competition, structural attractiveness and compatibilities with company objectives and resources (Armstrong, Kotler Da Silva 2006). Chaston (1999) also mentions that the identified segment must be of an adequate size, the higher costs of servicing customers needs can be recovered through charging higher prices, the segment is accessible to the supplier and the selected marketing position is resistant to the subsequent entry of competitors. According to Armstrong, Kotler Da Silva (2006) and Doyle (2002), selecting the best target segments involve below strategies which depend on company resources and product itself: Undifferentiated marketing: offers a product for mass market, requires mass production, mass distribution and mass promotion for the same product to all consumers without differences among segments. Differentiated marketing: develops different market offers for two or more segments. Concentrated marketing: niche market focuses on only one or a few market segments. It is especially favored by companies with limited resources. Micromarketing: it includes local marketing and individual marketing. Products or services are tailor-made in pursuit of unique needs from specific individuals and locations. Above are concepts of common target marketing strategies and marketers often adapt to one of them to market their products/services. The author favours concentrated marketing because it provides a strong foundation to build up reputation and gain a great market share effectively. This marketing strategy also helps small company to reduce costs and maintain high prices. However, there is a risk involved as once the segment grows rapidly, it will likely attract larger competitors. Market Positioning Positioning is all about how a product or service is positioned or perceived in the minds of a target group of customers. It answers the question: Why will someone in the target market(s) buy my product or service instead of the competitors? (Lodish, Morgan Kallianpu 2001). American academics Aaker and Shansby categorized all the variables into six groups as follows (Smith 2003): Attribute, eg gentleness, ruggedness, tasteful Price and quality, eg premium-quality image or value-based Use or application, eg associations with a particular situation or occasion for use User, eg linking the product or service to types of users, lifestyles, profiles Product class, eg positioning in diet foods or in normal foods Competitors, eg positioning against a competitor and competitive advertising Perceptual maps help to devise positionings and repositionings. Product positioning maps are drawn with their axes dividing the plot into four quadrants. This is because most of the parameters upon which they are based typically range from high to low and the two attributes usually considered are quality and price. However, it is felt that real-life product positioning maps will be more complex as there involves a number of dimensions, apart from the two attributes being considered. A products position is a complex set of perceptions, impressions and feeling that consumers have for the product compared with competing products. A product or service must differentiate its offer by building a unique bundle of benefits that appeals to a substantial group within the segment. Beyond the product differentiation, companies also can be differentiated by hiring better people which overtake other competitors. Generally, there are five winning value propositions to brand the products positionings: more for more, more for the same, the same for less, less for much less, or more for less (Armstrong, Kotler Da Silva 2006). Doyle (2002) adds that companies must gauge the 4 criteria so as to structure the differential advantages properly among customers. Successful marketer will always design the products or services that are unique, sustainable, profitable and offering benefits to customers. Overall, the author feels positioning is an outcome of differentiation strategy, the outcome of positioning ultimately is to create and anchor a market value proposition into the minds of targeted customers within segmented territory. It is proved that products unique proposition is associated with strong marketing communications and planning, in which deliver the deliberate position and convey the key message to target customers along a continuum. The distinctive benefit, chosen position and brand awareness take a long time to plot and map out through consistent market effort. Although customers hardly change the original product perception in mind, but marketers often choose to repositioning the product when the target markets changes. 4. Basis for Proposed Segmentation and Targeting for the Service Chosen Armstrong, Kotler Da Silva (2006) have a checklist of segmentation bases which serves a knife to slice or carve up the segments correctly. Marketer must draw a close attention to the nature of the product and market, to select the most relevant variables for the best segmentation bases. Demographic variables: age, disposable income, gender, occupation etc Geographic variables: urban, suburban, rural etc Behavioral variables: benefit, occasion, usage, loyalty status etc Sunrise Graycare Network (SGN) divides customers into different groups based on age, income level, location and population density. China has the largest elder population in the world, which accounts for one fifth of the worlds total older population. The older population over 60 is 143 million by 2004, accounting for 10.97% of the total population. There are 11 provinces and municipal cities which are above the national average in population ageing. Beijing is among top of them is about 13.66% (Xiao 2007). According to the latest statistics released by 2010, the elderly population of Beijing has reached 2.54 million (CPDRC 2010). Beijings graying population is expected to grow to 6.5 million by 2050, when one in three people will be older than 60, the aging committee estimates (Cao Quan 2009). The shortfall of elder care service can be seen in Beijing. An example for whose nursing homes can only accommodate 9,924 people just 0.6% of the senior population.  With longer life expectancy, growing affluence and the effects of Chinas stringent One Child Law policy leaving the elderly with a child unable to care for them (Retirement Homes 2005). Aging residents in China usually are traditionally taken care of by their children. However, nowadays young peoples lifestyles have been changed, job competition caused growing work pressures, constantly overtime and anxiety. Many young couples turn to professional service to look after their parents and grandparents (Zhang 2010). A great shortfall in eldercare in China is a serious problem caught attention by government. Seeing the size of the graying population, SGNs segment groups specifically are working adults and 60 years old and above old people in Beijing. Working professionals at middle-age who need to take after both parents and parents in law, they will also need to raise and educate their children simultaneously. These people born in the 40s to 60s are sandwich generation, they are often very tired in keeping balance between life and work. A salary survey conducted by America Huiyue Company showed that Beijing Managers earn the juiciest salary, earning the highest salary among other cities in China (AsiaInfo Services 2002). It is believed that these people have sound financial condition and need professional care to lighten their burden. The feature of SGNs locations is a great access to very famous hospitals where potential clients frequently visit with their parents. SGN offices located in golden districts and only take about 5-10 minutes walking distance to the hospitals and residential areas. Hence, the segmentation bases zoom SGN target groups in two finer segments as below: Segmentation Age Income Level Location Population density Segment Profiler 1 60 and above RMB24,000 p.a. and above Downtown in Beijing, adjacent to local communities High Segment Profiler 2 40 to 60 RMB36,000 p.a. and above Downtown in Beijing, adjacent to local communities High As Doyle (2002) specifies that there are five factors govern the attractiveness of the segment, namely: Segment size Segment growth Profitability of the segment Current and potential competition Capabilities of the business After evaluating the two different market segments, SGNs targeting markets are chosen for both segment 1 and 2 based on the five factors. Due to SGN is a start- up company with limited resources, therefore, concentrated marketing strategy (or niche marketing) is deployed for the two targeting markets. The detailed analysis on attractiveness of the chosen targeting markets is as follows: 1. Segment size By 2050, the elderly Chinese will outnumber the entire U.S. population (USA United Nations Department of Public Information 1999), the elderly population in Beijing is about 2.54 million in 2010 (CPDRC 2010). Such a large size of targeting group determined SGNs market prospective. 2. Segment growth Beijings graying population is expected to grow to 6.5 million by 2050, when one in three people will be older than 60, the aging committee estimates (Cao Quan 2009). The data indicated clearly that the potential growth is positive, in other words, the peak of elderly service will not be ebbed but upsurge instead. 3. Profitability of the segment SGN used concentrated marketing strategy to market efficiently, which reduced marketing costs but focused to best serve consumers in the same way and to achieve profitability. The nature of business is considered a low investment yield high returns. No inventory worries. The other side, the eldercare business in China, according to Service Industry Tax Rebate Policy under Chapter 12.1 Elderly Service, it stipulated that agency for elderly service, disabled service, matchmaker agency, funeral service will not be taxed for the beginning of 3 years of business (BJ local Taxation Bureau 2010). It seems that the local government is actively promoting eldercares business by waiving off business tax and it is believed that there will be more benefits coming. It showed that SGN targeting markets can be most profitable. 4. Current and potential competition There is still a big gap to be filled and catered for the swelling graying population in China. Currently theres no direct competitor in Beijing, the competition will not be fierce. Although a numerous nursing homes and household agencies in local market are seen as indirect competitors, but SGN is the first company only practicing home-based eldercare service for aged 60 and above seniors, it makes SGN the top of mind company before any other rivals presence. 5. Capabilities of the business SGN established a team which is filled with versatile leaders who will inspire people to render the professional senior care to the targeting groups. The manpower capability is one of the companys key competitive advantages for business sustainable. SGN is hiring a pool of qualified and capable people to take challenging tasks every day, provided with on-job training regularly for continually business productivity. With sufficient staff on board, it is enabled to maximize business sales volume on daily basis. SGN office sites are located in four primary districts in Beijing. It serves as an extensive network to attract senior residents in each district. 5. Basis for Proposed Positioning Chosen Below Figure 5.1 shows the positioning map of indirect competitors and proposed SGNs position for current market situation: Figure 5.1 Positioning Map Quality Price Low High High Low Cluster A Cluster B Cluster C = Indirect competitors = SGN Source: Adapted from Armstrong, Kotler and Da Silva (2006, p.236) According to recent research and survey conducted by SGN, it is found that the two important attributes that customers want are Quality Service and Price. These survey results are plotted in a positioning map as per Figure 5.1, which illustrates the existence of three clusters in the current China market. Clusters A, B and C are indirect competitors for elderly care service, they are either nursing homes, household agencies or hourly maid service. The brands bundled together within Cluster A considered prestige segment due to high price and good service (quality), Cluster B represents the brands that are categorized in middle segment, their price and service ranked in average range. Those brands in Cluster C are pricing low and qualities are also in low level, competitors in Cluster C fall into economic segment. It is proposed that SGN positions itself as more for less for its value proposition, as shown in Figure 5.1. This value proposition is most welcome by customers and will enable us to greatly differentiate from these indirect competitors. SGN has the following competitive advantages: I. Focus SGN is only focusing in aged care solution, committed to deliver the highest standard quality of work to elderly for better quality of life. II. Home sweet home Despite of the modern nursing homes are equipped with most advanced facilities, it is always clean or sterilized all the while. The caregivers are professional and sympathetic, but people just feel aging there is depressing in China. Home is the best place to stay is what SGN endorse and practice. The environment is a key to ensure that clients enjoy themselves to a greater extent. III. Comprehensive service SGNs unique in-home care is covering all concerns from elderly people, from physical level to spiritual level needs, which other competitors are not able to fulfill some specific requirements. IV. Staff SGNs dedicated team is well-trained knowledgeable personnel with pleasant personality. General Practice Team is to handle the daily routine work for older people, medical and health care is handled by interdisciplinary team led by Geriatric Care Manager. V. Service charge SGNs service charge is subjected to the frequency and duration. SGN service charge is more flexible than other competitors, price options will enlarge client base and engage them from short-term to long term clients through their experience. The benefit chosen for SGNs positioning statement is: SGN is the only service specialist for home-based elderly service. Hence, the overall positioning statement for SGN is: To senior citizens, SGN offers the utmost personalized elderly service at their home. 6. Annual Schedule for the Programme including Marketing Budget/Expenditure Annual Schedule -Year of 2011 a) Budget and Deployment Plan Country Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Marketing Budget Total Budget Beijing, China -Ads (ATL BTL) -Open House (package promotion) E-marketing Printed collaterals Referral scheme Chinese New Year Feb 03-05 -Ads (ATL BTL) E-marketing Roadshow (community alliance) -Referral scheme Ads (ATL BTL) Open House (package promotion) E-marketing Referral scheme Labor Day May 01- 03 Ads (ATL BTL) E-marketing Roadshow (community alliance) Referral scheme -Ads (ATL BTL) -Open House (package promotion) E-marketing Printed collaterals Referral scheme Dragon Boat Festival June 06 Ads (ATL BTL) E-marketing Roadshow (community alliance) Referral scheme -Ads (ATL BTL) -Open House (package promotion) E-marketing Printed collaterals Referral scheme Ads (ATL BTL) E-marketing Roadshow (community alliance) Referral scheme Mid-Autumn Festival Sep 12 National Day Holiday (Oct 01-06) -Ads (ATL BTL) -Open House (package promotion) E-marketing Printed collaterals Referral scheme Ads (ATL BTL) E-marketing Roadshow (community alliance) Referral scheme -Ads (ATL BTL) -Open House (package promotion) E-marketing Printed collaterals Referral scheme Ads (ATL BTL) E-marketing Roadshow (community alliance) Referral scheme Cost Estimate RMB5.000.00 RMB3,000.00 RMB5,000.00 RMB3,000.00 RMB5,000.00 RMB3,000.00 RMB5,000.00 RMB3,000.00 RMB5,000.00 RMB3,000.00 RMB5,000.00 RMB3,000.00 RMB48,000.00 RMB50,000.00  © SGN 2011 Total RMB48,000.00 7. Conclusion Upon segmentation, two distinct segments were identified and evaluated of their market attractiveness. It is recommended that SGN targets both segments, adopting concentrated marketing strategy, via single marketing mix. These two segments are: Profiler 1 is a group of senior citizens of age 60 and above and profiler 2 is a group of middle age citizens from 40 to 60 years old working professionals. The positioning strategy proposed for SGN is more for less value proposition and positioning statement as To senior citizens, SGN offers the utmost personalized elderly service at their home.