Discuss Stevensons portrayal of the nature of good and evil and the dual nature of mans personality Essay Example for Free

Discuss Stevensons portrayal of the nature of good and evil and the dual nature of mans personality Essay Question- Discuss Stevensons portrayal of the nature of good and evil and the dual nature of mans personality. What does this show us about Stevensons view of Victorian Britain? Born into the middle-class, prosperous district of new Edinburgh in Scotland, 1850, the young Robert Louis Stevensons life was a existence of opposites and contradictions. Just a few miles from his homeland lay the slums of old Edinburgh- a destitute sprawl of old urban living, disease and vice widespread and all to common. The young Master Stevenson was forbidden from this area, instead confined to his bedroom with his fanatic religious nanny- largely in part to his poor health and fragile immune system. His nanny, Alison Cunningham, was a devout Calvinist, a religion with a mixture of both Christian and Folk religion ideals. Calvinism teaches that every human being is born into sin, and thus must take it upon themselves to seek God, going against their natural inclination. This rule, entitled Total Depravity, was taught to the young Stevenson by his nanny, therefore leading the young seven year old to question his every step, paving the way for horrific nightmares of Hell and the fury of the Devil. As Stevenson grew up he found himself swept up in the cultural revolution that was Bohemianism. A now teenage Stevenson found himself attending raucous parties and living a second hand existence in near poverty, as what was expected from any bohemian person. He also found himself increasingly attached to the bottle and, on more then one occasion, visited prostitutes- an act that was seen as greatly immoral in the Victorian era and an action that would certainly have shocked his nanny. This deliberate act of rebellion shocked his parents and they temporarily disowned him and, although, Stevenson kept his attitudes and dislike of religion, the fall-out with his parents made him question the gulf in lifestyle that he and his parents had and the arguments also led him to question just what was right, and what was evil. Whilst travelling Stevenson met a certain Fanny Osborne, a women both older then him and already married. They had a short lived affair before Osborne absconded, leaving her husband for the young Stevenson and the couple soon wed. Second marriages were considered a taboo topic in the Victorian era, and Stevenson once again found himself branded as evil and ignorant, further stimulating Stevensons mind on right and wrong. Stevensons first wrote The strange case of Dr Jekyll and Mr Hyde in 1885 and the book was released a year later. Rumour has it that Stevenson wrote the book whilst heavily drugged; the author had a considerable liking of Cocaine, a mind-altering drug. The drug would have momentarily changed his perceptions and view on the world, and this is perhaps reflected in the book, further strengthening the divide that was beginning to shape his book. The book was fairly popular yet drew heavy criticism from some scholars who read the book as an allegory of inappropriate sexual desires. At the time Stevenson re-buffed the ideas, through fear of the popularity of his book diminishing, but he later admitted that the book could be read as an allegory of the troubles of Victorian society. There are many themes that run deep through Stevensons novella, all centred around the line that divides good and evil. This topic of morality particularly fascinated the Victorian audience, largely thanks to the strength of the British Empire. The common Londoners heard tales of strange, far-away lands and peculiar, ritual-abiding tribes man and started to question their own rituals and actions. Stevensons book tapped into this market, asking whether what was considered good and evil was good and evil everywhere, or whether different people had different opinions on the difficult and dividing topic. Stevensons story begins with The story of the door, an opening chapter which tells the friendship of Mr Utterson and Mr Enfield, two respectable men who refuse to indulge in the spread of gossip. However they eventually begin to discuss the indecent trampling of a small girl, committed by a mysterious, twisted man, later named as Hyde. The fact that Hyde is introduced before Jekyll keeps the character of Mr Hyde fresh in the mind, and the irregular pattern (time-frame) of the book leads to the resulting conclusion being even more startling, especially for the Victorian audience who wouldnt have expected anything similar to the actual ending. The chapter is also rich in subtle foreshadowing of opposition and restraint. He was austere with himself; drank gin when he was alone, to mortify a taste for vintages;, is a perfect example of Stevensons subtle touch. The fact that Utterson drank Gin when alone, a drink regarded at the time as a poor-mans drink, a drink that was crude and often associated with criminals and vice, to quench his thirst, nay, desire for rich wine represents Jekylls attitude towards Hyde: Jekyll deliberately starves himself of the drug he slowly becomes addicted to, the drug that turns himself into Hyde despite despising Hyde with every bone in his body. Yet Jekyll still feels a craving for the drug and has to substitute himself with other activitys, despite his attempts at distraction resulting in vain. The setting and atmosphere of Enfields recollection of the night when he first met Hyde also reflects the duality of man, a crucial aspect in Stevensons book. A black winter morningthere was literally nothing but lamps being a prime example of this. This abnormal lighting situation would produce shadows- the shadows representing the underclass of London society, the people that would hug street walls late at night, trying desperately not to be seen as they went about their shady business. The natural image of the black winter morning also juxtaposes the artificial light of the lamps, depicting the fact that, in the Victorian era, the citizens were always trying to triumph over nature, attempting to create social standards that even Mother Nature abided to. The stark contrast between dark and light is almost ignored in this quote, as the blackness of the night and the brightness of the lamps merge seamlessly into one another, thus representing Enfields confusion. This confusion is epitomised by the quote: I got into the state of mind when a man listens and listens and belongs to long for the sight of a policeman,. Enfield states his nervousness and longing for a policeman, a rather unusual trait as the Metropolitan Police Force was still in its infancy and battling many an unfavourable opinion. Also the character was earlier described as a rather dull man, the man about town, an experienced figure who had seen just about every city occurrence. Yet here Stevenson describes him as worried and nervous, determined to find a member of the establishment that was so untrusted around town. As well as this Stevenson implies that he character can sense something is wrong; he has potentially sourced the overbearing threat of Mr Hyde. This demonstrates the main antagonists intimidating nature before we are even introduced to him. This fear of the unknown could be related to Stevensons upbringing, surrounded by religion and threat of the Devil. In Christianity, and Calvinism, the Devil is both feared and yet paradoxically respected. His fundamentalist Nanny would have taught him of the threat of the Devil and also of the reason why the Devil was cast into Heaven (most prominently for failing to understand that he was created by God (that he had a dual nature)). This links in with Hydes nature and internal struggle- he can never fully become Jekyll because he was created BY Jekyll. The quote: like a forest in a fire is a good example of Stevensons views on current society and the changing world that was revolving around him. The simile is used to emphasise the differences between the old, poor row of houses and the new, upper class street- no doubt a product of the industrial revolution that was currently sweeping the country. Forests contain nothing but wood, and the single most dangerous thing one could encounter in a forest is fire, where the spitting flames spread from tree to tree. The simile could be linked to the Victorian industrial revolution: Stevenson views it as a hungry flame, sweeping away all of natures beauty and all of what the world used to comprise of, for now metal and steel is starting to replace the natural woods used to build shelter, and trees were being cut down to feed machines, which spat out new inventions and ideas. The quote has a negative edge relating to the industrial revolution, which fits in with Stevensons lifestyle and ethics. For he was a romanticist, a bohemian- interested in the preservation of nature, which they believed directly fed and influenced literature, poetry and art. The quote symbolises the divide that the industrial revolution was creating, and also questions whether the industrial revolution is good or bad, similarly to how the main theme of the book questions whether humans truly are good or evil. The second chapter, entitled The Search for Mr. Hyde continues with some important quotations regarding the duality of man, It was his custom of a Sunday, when this meal was over, to sit close by the fire, a volume of some dry divinity, being one of these. The dry divinity means a religious book or text, and the reading of these kinds of texts was considered a honourable and dutiful act in the Victorian era. However Utterson describes the text as dry- he finds it boring, dull. Thus the quote informs us that Utterson sticks to conventional Victorian traditionalism, yet aches with boredom in doing so. He yearns to be doing something else, somewhere else but feels compelled to follow his upstanding Sunday custom. This is typical of Victorian society and a crucial element of understanding the duality of man. For the Victorians tried to quench mans natural instinct and mould him into a figure they determined respectable. Yet in pushing, in repressing people so far man rebelled, and began to question the life he lived under, leading to all of the Victorian vices, sex, alcohol and homosexuality becoming acceptable. Indeed, if it wasnt for the Victorians oppression of the minority and the poor we probably wouldnt be living in such a free society. The usage of pathetic fallacy is a common and important tool in Stevensons novella. The fog increases in depth and prominence whenever Hyde is near , and the fog clears towards the end of the story when the mystery is close to being unravelled. the first fog of the season, a great chocolate coloured pall lowered over the heavens is a quote from the chapter: The Carew Murder Case and the use of pathetic fallacy has connotations of impending danger as well as connotations of the industrial revolution. The chocolate coloured essence of the fog has implications of the industrial revolution poisoning the fog, changing its colour and also the times when the fog appears. The fog is stated as being the first of the season, yet the timeline would mean the fog was unnaturally early, implying the industrial revolution is harming and manipulating Mother Nature. The fog could be interpreted as nothing more then smog, a poisonous relation of the cleaner and more natural fog. The relationship between the unnatural smog, produced by the industrial revolution and the natural fog could also be linked to the relationship between Jekyll and Hyde; Hyde is a less natural side effect of Jekylls curiosity, Hyde is the poisonous, dangerous aspect of Jekyll. Jekyll could be interpreted as the influence of nature on Victorian society, an old-fashioned traditionalist being poisoned by new ideas and new beliefs. The murder of Sir Danvers Carew is an important part of the book, and Stevensons description adds to the sense of confusion and fear that is created. We are fed the murder from the viewpoint of a maid who was romantically given just before the crime was committed. he was trampling his victim under footunder which the bones were audibly shattered and the body jumped upon the roadway is an extract from the murder description. The description is vivid, Stevenson notes how the maid heard the bones shatter, surely an awful, sickening sound. The murder is incredibly violent, representing Hydes anger boiling to the surface- alas; the exact reason for the murder is never truly revealed, leading us to think that Hyde needs violence to satisfy himself when he is allowed to roam free. The phrase the body jumped upon the roadway is also an interesting use of language, possibly representing the violence of the act; the body has been hit and abused so hard it is physically moving away from Hyde, his blows have pushed it away. The phrase adds to the sense of strength Hyde possesses, making him an even more formidable character. with indescribable amazement read the name of Gabriel John Utterson We first learn the full name of Utterson in The Last Night, after Jekyll puts his name on his will. His name could be interpreted as some as incredibly significant to the story. There are many religious connotations in Stevensons novella, and Uttersons first name could be another of these connotations. In the religion of Christianity, Gabriel is the arch-angel of God, and Gods chief messenger. He passes on messages from God to various biblical figures, giving him the title of Gods medium. His role in Christianity is similar to Gabriel John Uttersons in the Strange Case of Dr.Jekyll and Mr.Hyde, he retells messages between Lanyon and Jekyll, and also uncovers the truth by reading messages intended as replies to another. Uttersons first name also reveal his good side- he is a constant friend to Dr. Jekyll throughout the novella. Nearly every member of the reading Victorian audience would be familiar with the arch-angel Gabriel, and many readers would have made the link between the two messengers. Stevenson could also of used Uttersons name as a way of stating that not everyone caught up in evil, is evil. Utterson is confronted with pure, undiluted evil a number of times in the story but he never once loses his sense of moral decency or moral fibre. The final chapter in Stevenson story contains the most information regarding the duality of man. The final chapter is in chronological order- right from Jekylls childhood to his death. The chapter also informs us of how Jekyll grew up harbouring an evil side. Hence it came about that I concealed my pleasures being an example of his youthful, dual personality. A youthful Jekyll realises that, once one enters manhood and the adult world one must learn to conceal any hope or joyfulness for fear of be let down by society or taken advantage of. So we learn that, even from childhood, Jekyll is living a lie and hiding his split personality from the world. I was in no sense a hypocrite; both sides of me were in dead earnest is an example of a slightly older Jekylls newly stifled personality. He has forced down his natural, animal-like instincts and replaced them with an acceptable, Victorian type attitude. He has learnt to ignore his impulse and instead confer to Victorian era conformity. He has become emotionally repressed and, whilst he is coping at the minute there will always be a threat of his emotions bubbling over in a Jack the Ripper type emergence. My Devil had been long caged, it came out roaringInstantly the spirit of Hell awoke in me and raged is an example of such an outburst. We know from the story that a drug causes Jekylls evil side to emerge but the warning Stevenson writes of is that anybody can be unleashed, any human has the potential to be a crazed mass-murderer, or an evil psychopath if pushed (or oppressed) hard enough. This would of hit a chord with the reading audience who were still recovering from the Jack the Ripper attacks, which left many Londoners wondering just what kind of person could commit such crimes. The answer? Anybody- for the Victorian style of living had the potential to depress, oppress and ultimately, end lives Overall, I believe Stevenson wrote The Strange Case of Dr.Jekyll and Mr.Hyde as a warning to the Victorian reader. He wanted the audience to realise that everyone, regardless of social stature, finance or credibility, had the potential to be evil. Yet, in his novella, Stevenson almost determines that there is no real definition of good and evil. The human body is a complex machine and, like a snowflake, the human body changes with each individual. Humans realise and readily accept that every human has different fingerprints yet seems to find it harder to link this fact with the human brain. For ultimately, every single human is different thus the guidelines of good and evil change with every single person. And, ultimately, who are we to question who is good and who is evil? There are thousands of different religions, what if they are all wrong and the one, true religion (if there is one) actually determines evil as good, and good as evil. We are just mere mortals, and the human brain is the most complex thing on the planet. Before we even begin to scrape the surface of this complex machine, we must first begin to understand the secrets of the universe, and life. Any intelligent fool can make things bigger, more complex, and more violent. It takes a touch of genius and a lot of courage to move in the opposite direction. So said Albert Einstein, one of the greatest thinkers of the twentieth century. I believe that this quote sums up Stevensons approach to the dividing line between good and evil. For where other people of the age, fresh from the horrors of the Ripper murders, strived to find a logical answer to the line between good and evil, Stevenson instead moved in the opposite direction. Rather then attempt to answer the question, he questioned the question, asking whether there was an answer to a question that people were still questioning. After all, how can one answer a question that is not even based on fact, or truth, but instead on prediction? Stevensons opinion on religion is prevalent throughout the story. The story has a number of biblical links, no doubt harking back to the days he spent locked in his room with Alison Cunningham, whilst being fed awful stories of Hell and the Devil. There are a number of religious links, one of these being: This inexplicable incident, this reversal of my previous experience, seemed, like the Babylonian finger on the wall, to be spelling out the letters of my judgment. This quote mirrors the experience of Prince Belshazzar, a Babylonian prince featured in the book of Daniel. The prince, whilst dining one night, sees a mysterious, disembodied hand floating behind him. As he turned to face it, the hand begun writing in a mysterious code, on the wall. A translator later interpreted the coded writing as: Thou art weighed In the balance and art found wanting. Later that night Belshazzar is murdered in peculiar circumstances, hence the popular saying; the writing on the wall. Jekyll can see his impending doom, due to his evil exploits as Hyde but his good side is still portrayed by Stevenson, the use of religion is used for this. In the book, I believe Stevenson uses religion as a writing technique; when Stevenson wants to signify the emotive nature of people , he uses religious links and connotations. Hyde is forever associated with Hell and the Devil, whilst Jekyll and Utterson is associated with Gabriel, and the light side of religion. Religion is used to measure and signify, to compare and contrast. Religion also represents a divide in beliefs and personality. The end of the Victorian era was the first time, since the beginning of Christianity, that people were beginning to question and doubt religion. Jekyll and Hyde was penned during this time and concerns itself with the duality of man. Stevenson simply used the biggest cultural divide of the day: religion, and weaved it into his book, making the theme of duality more relevant to the reading Victorian audience. Overall, The Strange Case of Dr Jekyll and Mr Hyde questions and challenges what would have been conventional beliefs in the Victorian era. It makes the reader question his own sense of right and wrong, and challenges religion and science- the two cultures that were so opposed to each other in the Victorian ere. It incorporates the depression that surrounded the Victorian dynasty, the industrial revolution, the Jack the Ripper murders and the strict conformity of living the Victorians imposed. But it also includes the first green shoots of hope that began to surface around the late 1800s- Charles Darwins The Theory of Evolution is integrated through Jekylls science and the fact that Jekyll, despite through the persona of Hyde, engaged in activities such as sex and alcoholism sent the message that man can experiment, as long as it didnt threaten or harm anyone else. The book was aware of the duality and diversity of its audience and revelled in this. Stevensons book was a revolution in itself. For it changed the conventional type of living and made people question the rules they lived under. And any book that can influence people on this scale is a rare, and beautiful, thing. The mark of a good action is that it appears inevitable in retrospect.

Describe what leadership is and all the relevant leadership styles

Describe what leadership is and all the relevant leadership styles There are various definitions and concepts by a variety of people it comes to defining leadership. According to G a Cole leadership is a dynamic process in a group whereby one individual influences the others contribute voluntarily to the achievement of group tasks in a given situation. Leadership engages other people, for example subordinates. The role of the leader is to direct subordinates towards set goals or aims and objectives of the group or the business. Subordinates help define a leaders status by how much there are willing to listen and accept direction from the leader. Weak leaders tend to have no respect from group members and find it hard if not impossible to direct them. Leadership involves an unequal division of power between the people or person in charge and group members. This allows order and coordination within a group or organisation if there is one clear leader, employees will know who to refer to for confirmation on decisions or when problems arise. It should be noted however that some employees are note entirely powerless; they do contribute and shape activities in the group in various ways. If a group is to be highly effective and successful every member needs to contribute and play a part form start to finish, but more power usually concentrated in the hands of the leader. Different leaders have different forms of power; reward, coercive, legitimate, referent and expert power. Reward power is formed on the leader having the skill to reward group members for getting instructions done and achieving set goals. Employees are more likely to work harder if they know their efforts will be recognised and rewarded. Rewards could include promotion, pay rise or a bonus. Reward power is highly used in the workforce as a form of disciplining and motivating employees. Coercive power is formed on the leaders capability to make subordinates accountable for not achieving objectives or getting their job done on time. Through coercive power subordinates are aware that failure to meet job requirements might lead to tell off or job loss. Legitimate power is a form of formal authority, it usually comes with the job. Under legitimate power employees recognize the fact that the leader has the authority to exercise influence over them. In many cases employees are obliged to accept this power and failure to concur will mostly result in them being reprimanded or made redundant. Expert power is formed on the principle that the leader has the significant skills and expertise that other members in the group do not. Subordinates are more likely to respect, accept and acknowledge the leaders authority and leadership if they are know he/she is more experienced that there are in that field. Referent power comes from the other group members desire to be like their leader. This type of leadership usually links with charismatic and pragmatic leaders. James A F Stoner notes that possession of some or all of [the above powers] does not guarantee the ability to influence particular individuals in specific ways. A leader may have subordinates approbation as a specialist but still fails to motivate or make them more corporative in the workforce. A good leader must have the capacity and skills to draw upon and use the various forms of power to be able to influence employees. Good leaders must possess the power of influence if employees are to do the work that is required of them, on schedule and in some cases on budget. As a individual a leader must be able to look ahead, identify how to get ahead and guide colleagues ahead. For a leader to be successful according to Tim Hannagan he/she must share common goals with those around or have the skills to steer group members towards their way of thinking. Employees must intern momentarily give up their own views in favour of the leaders and the rest of the group, listening to other group members and compromising. Although employees go about different ways in achieving company objectives à ¢Ã¢â€š ¬Ã‚ ¦they accede to the preferences of the leader in exchange for the rewards they expect to receive as a result. Tim Hannagan 2005. Effective leaders motivate their employees by convincing them that the aims set for them is the best way to get the job done and will provide a better result. Happy employees work hard and are more likely to achieve the common objectives of the business or group. Leaders are in charge of employees under them therefore responsible for them and their actions in the workforce there are held accountable for the success and failure of their team. The accountability makes it comparative that the leader makes the best decisions, manages the team and communicates effectively with employees in such a way that action is taken and unneeded costly mistakes that could cost the leader, team members or the organisation avoided. Leadership involves avoiding obstacles and if they should arise overcoming them in the most cost effective way possible. The business environment as shown by the unexpected financial crisis is very unpredictable, so leaders need to be pragmatic and innovative if there are to survive and stay on top is an economic, technological and social environment that forever changing. The 21st century static business environment is rapidly changing and leaders need to evolve with the times if there are to retain employees and be successful. According to Hannagan leadership can be seen as performing the influencing function of management largely involved with establishing gaols and motivating people to help achieve them. In management there are various leadership styles and different leaders fall under different styles. Good leaders tend to use a style of leadership in response to the workforce or situation concerned to achieve the best result possible. There are old and modern styles of leadership, including; Transactional, Transformational, Participative and Situational Leadership. 1.Situational Leadership Situational leadership is ..an approach to determining the most effective style of influencing, considering the direction and support a leader gives, and the readiness of followers to perform particular tasks. David Buchanan, 2004. Situational leaders should be able to change their leadership style in response to the teams developing or changing behaviour, for example experience or willingness to accept responsibility. Blanchard and Heresy (1982) believe the maturity of the employee determine the leadership style of the leader, they believe that employer and employee relationship move through four stage. As employees become more experienced and skilled, the employer will need to change his style of leadership to motivate and take advantage of employees new found skills to make the team more effective, The Situational Model of Leadership SOURCE : OBNotes.HTM by WILF H. RATZBURG D1: LOW COMPETENCE HIGH COMMITMENT D2: SOME COMPETENCE LOW COMMITMENT D3: HIGH COMPETENCE VARIABLE COMMITMENT D4: HIGH COMPETENCE HIGH COMMITMENT As the diagram above shows the situational model of leadership has four stages : Phase 1 Directing . New subordinates are instructed in their tasks and the corporations procedures and rules. In the initial phase employees are given a lot of tasks by the leader. Subordinates are trained in their tasks as they are being familiarised to the organisation. They are told what to do, when and how to do given tasks. this is arguably a good and effective way to introduce new employees as a non directive [leader] would cause anxiety and confusion in new.. employees whilst a participatory, high relationship behaviour approach would à ¢Ã¢â€š ¬Ã‚ ¦be inappropriate at this stage because the [employee] requires structure. James A.F Stoner, 1995. Phase 2 Coaching. In phase two there is more relationship behaviour than in stage one as subordinates become more accustomed to their job and the business. In this stage the participatory leadership style can be adopted as employees are considered to want more responsibility. Employees are more likely to seek more responsibility as they have become accustomed to the environment including how their leader wants tasks handled and completed. Task behaviour however remains necessary as employees still need structure to complete their work. The leaders trust and support for subordinates will increase at this stage as the leader becomes familiar with the team and wishes to encourage their efforts further. Phase 3 Participating. At this stage subordinates are more skilled and achievement motivation becomes mote noticeable which will lead to subordinates seeking more responsibility. As the employees become more experienced the leader will no longer need to strictly direct employees, in most cases skilled employees dislike autocratic leaders as they feel there are experienced enough to carry out certain task without strict supervision. There is a lot of interaction and support but little direction and task behaviour. The leader should however continually motivate employees by being supportive and considerate, if he/she is to bring out the best of employees. Phase 4 Delegating. High levels of delegation from the leader as employees are more confident, experienced and self-directing. Kenneth and Heresy feel that at this stage an employee no longer expect direction from their leader. There is less task or relationship behaviour. Under this leadership style leaders should constantly assess employee experience, motivation and ability to decide on which style is appropriate under changing conditions. If the leader chooses the most effective style there should be able to develop subordinates professionally and at the same time motivating them. The ability to be able to shift leadership styles is arguably a skill any good leader should possess as leaders are faced with different evolving situations on a daily bases. Leaders who are trained to flexibly use various leadership styles when faced with changing situations use the situational leadership style effectively as they know when to adapt or change to a different style. Leaders who are not trained to be flexible are likely to be more effective in situations that match their style of leadership. Failure to adapt will cause the leaders team to lack direction and to be less effective than if they had a flexible leader. 2. Participative leadership Participative leaders have total trust and confidence in employees. Leaders will always ask employees for ideas and opinions and then constructively use the ideas to further the groups or the organisations success. There is a lot of communication between the leader and employees and employees will be rewarded for their participation in the group. Being involved in the process of decision making help motivate and make employees more committed to their job and the business. When faced with unexpected problems employees are more willing to help as they no their input will be taken into account. Involving a group of people in the decision making ensures a better outcome, as suggestions are thoroughly analysed before the final decision is reached. Group decision making also unites employees as the social commitment amongst the group members is greater. Employees are more likely to corporate and come up with new ideas if they feel comfortable with the people around them. Leaders who adopt this style of leadership when operating usually have the greatest success as leaders. Businesses that use the participative style of leadership could be said to be the most successful in setting goals and achieving them and are also usually more productive. The success is due to the degree of participation and the maintenance of employee support for one another and from the leader. Participative leaders can improve the businesses effectiveness by using the skills, experience and knowledge of the workforce. Employees who feel and are involved setting business standards are more likely to feel ownership for the decisions made and tend to: Accept the legitimacy of decisions reached with their help; Accept change based on those decisions; Trust managers who ultimately ratify and implement decisions; Volunteer new and creative ideas and solutions. [David Buchanan 2004] It should be noted that it is the leaders choice to give or deny control to surbodinat6es under his control. Although an organisation might require their its leaders to use this type of leadership style, a manager might chose not to use it as effectively as they possibly can as they might feel involving subordinates in decision making might threaten their job position. The level of employee participation also depends on the sort of decision being made. Subordinates are usually involved when deciding on how to put goals into action, whereas employee evaluation on those decisions is done by the leader. Participative leadership is highly democratic and empowers employees. 3. Transactional leadership A transactional leader is à ¢Ã¢â€š ¬Ã‚ ¦a leader who treats relationships with [employees] in terms of an exchange, giving [employees] what they want in return for what the leader desires, following prescribed tasks to pursue established goals. Transactional leaders perceive their association with employees in terms of bargains; they believe that employees are motivated by reward and punishment and not their willingness to work. Transactional leaders aim to create clear structures, where employees know exactly what they are expected to do. These type of leaders believe that social system are more effective with a clear chain of command, when employee are expected to yield all authority to their leader. Leaders who use this leadership style decide what subordinates need to do to attain their own and the corporations aims and objectives and help subordinates become confident in believing they can achieve the set aims and objectives through hard work, but employees are expected to do what they are told by the leader in all cases. Failure to comply with leaders instructions will lead to formal discipline which might result in job loss. As soon as a potential employee becomes an employee it becomes transparent the leader is in charge and in control. Employees who are successful under transactional leaders are usually the ones that follow orders Transactional leaders deem employees to be completely responsible for their work despite their skills, experience or resources. Subordinates are expected to take full responsibility for their work, success will be recognised and rewarded while failure is seen to be personally the subordinates fault despite internal or external influences that might have contributed to objectives not being met. Leader who use this type of leadership style believe that employees require little attention if they are meeting expectations or operating as expected. There is a variety of leaders that use this type of leadership. The leadership style might be effective with employees who are used to an autocratic leadership style and who work well under strictly structured conditions. The success of the leader is assured when the leadership style aligns with the work environment. Employees who are highly skilled and experienced are likely to despise and be unhappy under this type of leadership if it is constantly being used by the manager as they might feel they have more to offer to the business and will therefore despise being constantly told how to their job. Unhappy workers are unlikely to perform to the best of their ability and find a new job else where. .

The End of the Job :: GCSE Business Marketing Coursework

The End of the Job How would you feel if your job were eliminated? You would probably go into a panic worrying about how you are going to eat, how will your bills get paid, could you get a new job, and many other psychological effects. In this article titled â€Å"The End of the Job† from FORTUNE magazine, the topic is such the end of jobs. As the article begins, it states â€Å"Predictions read that by year 2000 everyone would work 30 hour weeks and rest would be leisure. But as we approach 2000 it seems like half of us will be working 60 hours weeks and the rest of us will be unemployed.† I believe this is a very true statement because usually one would hear an individual say how he or she had to â€Å"pull a twelve† or other things referring to extra hours at their jobs. The cause of this unorthodox method of operation is corporate downsizing. With the increased use of automation (The use of robots) and technology within factories and the â€Å"business mind† to lower ones overhead within other industries is a major factor in the cut of jobs. Today organizations tend to function in a matrix structure, which does not focus on one person with specialization in a job but focuses on multiple employees handling a number of different tasks and reporting to many individuals, as described by FORTUNE magazine. â€Å"Is this how job opportunities look for a recent college graduates† was the thought in my mind as I struggle to progress forward in my studies. FORTUNE magazine explains â€Å"with the demise of jobs that everyone faces comes unfamiliar risks as well as rich opportunities. That statement is true as well. If one is placed into a situation where he or she does not have a job that individual now has the endless opportunity to work just as hard or harder for themselves as they would the â€Å"corporation†.

Investigate the Effect of pH on Immobilised Yeast Cells on the Breakdown of Hydrogen Peroxide :: GCSE Chemistry Coursework Investigation

Investigate the Effect of pH on Immobilised Yeast Cells on the Breakdown of Hydrogen Peroxide Safety: ======= * Extreme alkaline and acids are used so must wear gloves, goggles and apron. * Be very careful not to make contact with any of the chemicals, as they will be irritable and some corrosive to the skin and eyes. * There must be no running and any other normal laboratory rules should be followed as usual. * Hydrogen peroxide is corrosive and so should not be touched. * A lab technician should immediately wash up spillages. * Always be careful of the glass instruments as these could break. Background knowledge: In my experiment I will be measuring the amount of oxygen given of in a gas syringe over a certain time period from different pH levels. Hydrogen Peroxide is a chemical compound, H2O2, a colourless, syrupy liquid that is a strong oxidizing agent and an in water solution a weak acid. It is miscible with cold water and is soluble in alcohol and ether. Although pure hydrogen peroxide is fairly stable, it decomposes into water and oxygen when heated above about 80Â °C; it also decomposes in the presence of numerous catalysts e.g. most metals, acids. The properties and factors that effect breakdown of Hydrogen Peroxide are important in this investigation. The reaction of Hydrogen Peroxide forms water and oxygen, which is shown in the equation below. 2H2O2 2H2O + O2 On it’s own this reaction is very slow and normally a catalyst is needed to speed up the reaction. A catalyst is used to speed up reactions without it getting used up. So a biological catalyst such as an enzyme is used to speed up the process in the equation above. In my experiment I am going to do I am using dried yeast, which contains a suitable enzyme ‘catalase’. So therefore I am using the catalase in the yeast to speed up the reaction, the products being produced and the overall results. To explain why enzymes speed up reactions it is based on the collision theory. The enzyme’s, which are immobilised in the yeast-based beads, will give many active sites for the substrate (Hydrogen Peroxide) to bind (‘lock’) with. This will increase the collisions and therefore the rate of reaction. Immobilised enzymes can be washed and re-used. The beads are all relatively the same size so that there is less chance of error on the investigation. Immobilised enzymes are also more stable in extremes of temperature and pH, which it will need for my experiment. A buffer solution is one, which resists changes in pH when small Investigate the Effect of pH on Immobilised Yeast Cells on the Breakdown of Hydrogen Peroxide :: GCSE Chemistry Coursework Investigation Investigate the Effect of pH on Immobilised Yeast Cells on the Breakdown of Hydrogen Peroxide Safety: ======= * Extreme alkaline and acids are used so must wear gloves, goggles and apron. * Be very careful not to make contact with any of the chemicals, as they will be irritable and some corrosive to the skin and eyes. * There must be no running and any other normal laboratory rules should be followed as usual. * Hydrogen peroxide is corrosive and so should not be touched. * A lab technician should immediately wash up spillages. * Always be careful of the glass instruments as these could break. Background knowledge: In my experiment I will be measuring the amount of oxygen given of in a gas syringe over a certain time period from different pH levels. Hydrogen Peroxide is a chemical compound, H2O2, a colourless, syrupy liquid that is a strong oxidizing agent and an in water solution a weak acid. It is miscible with cold water and is soluble in alcohol and ether. Although pure hydrogen peroxide is fairly stable, it decomposes into water and oxygen when heated above about 80Â °C; it also decomposes in the presence of numerous catalysts e.g. most metals, acids. The properties and factors that effect breakdown of Hydrogen Peroxide are important in this investigation. The reaction of Hydrogen Peroxide forms water and oxygen, which is shown in the equation below. 2H2O2 2H2O + O2 On it’s own this reaction is very slow and normally a catalyst is needed to speed up the reaction. A catalyst is used to speed up reactions without it getting used up. So a biological catalyst such as an enzyme is used to speed up the process in the equation above. In my experiment I am going to do I am using dried yeast, which contains a suitable enzyme ‘catalase’. So therefore I am using the catalase in the yeast to speed up the reaction, the products being produced and the overall results. To explain why enzymes speed up reactions it is based on the collision theory. The enzyme’s, which are immobilised in the yeast-based beads, will give many active sites for the substrate (Hydrogen Peroxide) to bind (‘lock’) with. This will increase the collisions and therefore the rate of reaction. Immobilised enzymes can be washed and re-used. The beads are all relatively the same size so that there is less chance of error on the investigation. Immobilised enzymes are also more stable in extremes of temperature and pH, which it will need for my experiment. A buffer solution is one, which resists changes in pH when small

Catholic Theology Essay Highlights -- essays research papers

*Sense experiences/depth experiences: not limited by the empirical data-the really â€Å"real† is not necessarily able to be seen. *Religious Experience (depth experience): Not just a sense experience, an experience that causes people to change, always touches on the â€Å"other† (the transcendent)-that which goes beyond our understanding (anything that we can come up with) (ie..who can really explain the sunset?). *Orthopraxis (Right-practice): The process of doing the right things. *Orthodoxy: Believing the right thing. *Sacramental Approach: Sacraments use the world around us as a way/event in which we encounter God: The way we do that is being involved with life/experiences in this world-that we are able to reach God in the afterlife (ex: eating is a way of being joined w/ God). *The things of this world matter-it becomes the way we reach God on the road to reaching eternal happiness (meeting God). *Foundation Theology/Fundamental Theology: Explains what theology is all about. *Theology: â€Å"Faith seeking understanding† – we need faith 1st before understanding can be reached. *Determining the â€Å"cannon† (cannon of scripture): list of writings that adequately express the faith of the community. *Apacal Writings: didn’t make it onto the list (cannon) because they didn’t adequately express what the community expressed as far as their understanding of faith. C.Rahner: Sees theology as the science/study of faith (it has excepted way of doing things).   Ã‚  Ã‚  Ã‚  Ã‚  *Theology has a special subject matter: the act & content of faith   Ã‚  Ã‚  Ã‚  Ã‚  *Act: what it means to be a believer/a person of faith   Ã‚  Ã‚  Ã‚  Ã‚  *Also sees faith as the goal of theology   Ã‚  Ã‚  Ã‚  Ã‚  *We have to have faith 1st (it’s a gift given to us by God) *Theology doesn’t assume faith, it produces it. Theology is a practical science, it impels us to put what we know into action-practice what you preach. *Christian faith is a community based function, not an individual function. *Revelation: The historical passing over/on of beliefs (the interpretation of faith). *Catholic Theology: Lives build on faith in God who has been mediated to human beings through Jesus Christ. *Formative Factors in Theology (Macquarrie): where we get our theology from   Ã‚  Ã‚  Ã‚  Ã‚  1. Experience 2. Revelation: God making himself ... ...esus as the definitive revelation of God in the world.   Ã‚  Ã‚  Ã‚  Ã‚  *Christ accepted as the center of the universe and the hope of humanity.   Ã‚  Ã‚  Ã‚  Ã‚  *Christ as both the way to realization of full humanity and the disclosure of the   Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚   true face of God. *Act of faith embraces:   Ã‚  Ã‚  Ã‚  Ã‚  *Orthodoxy (Creed)   Ã‚  Ã‚  Ã‚  Ã‚  *Orthopoiesis (Code)   Ã‚  Ã‚  Ã‚  Ã‚  *Orthopraxis (Cult) *Difference between religious faith and primordial faith in the nature of the act of religious faith:   Ã‚  Ã‚  Ã‚  Ã‚  *Object of religious faith is transcendent and transcendental.   Ã‚  Ã‚  Ã‚  Ã‚  *Interior grace: first grace, supernatural existential, unrestricted desire to know   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   and love (love doesn’t know boundaries)   Ã‚  Ã‚  Ã‚  Ã‚  *Exterior grace: second grace (based on message for community), God’s   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   revelation in Christ.   Ã‚  Ã‚  Ã‚  Ã‚  

Mis †Walmart Essay

INTRODUCTION A Management information system (MIS) is a system or process that provides information needed to manage organizations effectively. Management information system gives the business managers the information that they need to make decisions. Early business computers were used for simple operations such as tracking inventory, billing, sales, or payroll data, with little detail or structure but now days it has been replaced by the advanced techniques like ERP, EPM, SCM and SAP. Management information systems are distinct from regular information systems in that they are used to analyze other information systems applied in operational activities in the organization. HISTORY OF WALLMART Sam Walton who is a businessman from ARKANASAS, begin his carrier with retail industry and started working on June 3, 1940. On July 2 1962 he opened first walmart discount city store located in ARKANASAS. Walmart is one of the most technically advanced companies in the world and reason behind this is availability of accurate and up to date information which intern a basis of its growth in the market. And for collecting the accurate information on time it is necessary that management should continuously review the information, which is possible only by an integrated management system. Walmart became one of the first companies in retail sector to use MIS. MIS IN DIFFERENT FUNCTIONS OF THE ORGANISATION: 1.OPERATIONS: In the world of retailing, Wal-Mart has what is considered to be the most sophisticated distribution system called Retail Link. This system connects each store with headquarters and over 2,000 suppliers so that they will never run out of or have too much inventory. Wal-Mart turns over their inventory more than any other retail store. The current challenge exists with supplying their overseas stores, especially while this is the area that they are concentrating on growing. In order to become more efficient overseas, Wal-Mart has started is on Customs Brokering division to take care of its global procurement, which saves them brokering and freight forwarding fees, and also gives them more control. They have also started to â€Å"request† strongly that their suppliers also be physically located in the countries where Wal-Mart is to better supply them. Procurement of material Walmart is a bulk purchaser and they follow centralised purchased system, so the company directly procure the materials from manufacturers thus eliminating all the intermediaries and middlemen. This is essential to reduce the cost and offer best pricing. They first find out the potential supplier and then after getting prices from everyone the will decide finally according to the cost structure of the offer. For efficiently managing this information wall mart uses EDI model(electronic data interchange) it is basically a computer based system of walmart in this system the computers of suppliers and vendors are connected with walmart. EDI enables supplier to download purchase order along with store to store sales information related to their product like no of product sold, no. of product received. As supplier receives the information about sales of various products, the supplier shipped the required goods to different walmart distribution centres. Basically it is a high speed integrat ion system between supplier and walmart and which is very helpful in making the process fast and efficient. Transportation A company owned transportation system also assists Wal-Martin shipping goods from warehouse to store in less than 48 hours. This allows Wal-Mart to replenish the shelves 4 times faster than its competition.Wal-Mart owns the largest and most sophisticated computer system in the private sector. It uses a MPP (massively parallel processor) computer system to track stock and movement which keeps it abreast of fast changes in the market .Information related to sales and inventory is disseminated visits advanced satellite communications system. MPP is basically used to track the movement of goods and stock level and information for this is transmitted through advanced satellite communication system. So when the information about movement of goods is transmitted it automatically generate the information and pass it on to transportation department and from there the logistic facility is ensured. Inventory management Wal-Mart invested heavily in IT & communication system to effectively track sales and merchandise inventories in stores across all the outlets in the country. For this company needs to have excellent communication system. And Walmart is using the technique of PRETTY DARN QUICK DISPLAY (PDQ) TECHNIQUE. In this technique the company asked its suppliers to ship goods inshore-ready displays called pretty darn quick (PDQ) displays.Goods were packed in PDQ displays that arrived at the stores ready to be boarded on the racks.WalMart’s employees could directly replace the empty racks at the stores with fully packed racks, instead of refilling each and every item at the racks. HUB AND SPOK SYSTEM – in the early1970s, Wal-Mart became one of the first retailing companies in the world to centralize its distribution system, pioneering the retail hub-andspoke system. Under the system, goods were centrally ordered, assembled at a massive warehouse, known as distribution centre · (hub), from where they were dispatched to the individual stores (spoke). The hub and spoke system enabled Wal-Mart to achieve significant cost advantages by the centralized purchasing of goods in huge quantities. And also the used of RFID technology (radio frequency identification) this technique is used to replace the bar coding technique and increase the efficiency of employees because with this employees are no longer requires to physically scan the bar code thus it improve efficiency and reduce the stock outs. Reordering Wal-Mart built an automated reordering system linking computers between Procter & Gamble (â€Å"P&G†) and its stores and distribution centres. The computer system sends a signal from a store to P&G identifying an item low in stock. It then sends a resupply order, via satellite, to the nearest P&G factory, which then ships the item to a Wal-Mart distribution centre or directly to the store. This interaction between Wal-Mart and P&G is a win-win proposition because with better coordination, P&G can lower its costs and pass some of the savings on to Wal-Mart. Thus walmart is efficiently using the MIS to achieve efficiency and cost minimization. 2. MARKETING FUNCTION (MIS) Marketing activities are directed toward planning, promoting, and selling goods and services to satisfy the needs of customers and the objectives of the organization. Marketing information systems support decision making regarding the marketing mix. These include: 1. 2. 3. 4. Product Price Place Promotion Sources of Data and Information for Marketing: Boundary-Spanning and Transaction Processing Subsystems A marketing information system relies on external information to a far greater degree than other organizational information systems. It includes two subsystems designed for boundary spanning – bringing into the firm data and information about the marketplace. The objective of marketing research is to collect data on the actual customers and the potential customers, known as prospects. The identification of the needs of the customer is a fundamental starting point for total quality management (TQM). Electronic commerce on the WEB makes it easy to compile statistics on actual buyer behaviour. Marketing research software supports statistical analysis of data. It enables the firm to correlate buyer behaviour with very detailed geographic variables, demographic variables, and psychographic variables. Marketing (competitive) intelligence is responsible for the gathering and interpretation of data regarding the firm’s competitors, and for the dissemination of the competitive information to the appropriate users. Most of the competitor information comes from corporate annual reports, media-tracking services, and from reports purchased from external providers, including on-line database services. The Internet has become a major source of competitive intelligence. Marketing Mix Subsystems The marketing mix subsystems support decision making regarding product introduction, pricing, promotion (advertising and personal selling), and distribution. These decisions are integrated into the sales forecast and marketing plans against which the ongoing sales results are compared. Product Subsystem The product subsystem helps to plan the introduction of new products. Continually bringing new products to market is vital in today’s competitive environment of rapid change. Although decisions regarding the introduction of new products are unstructured, information systems support this process in several ways: ï‚ · ï‚ · ï‚ · ï‚ · ï‚ · Professional support systems assist designers in their knowledge work DSSs are used to evaluate proposed new products With a DSS, a marketing manager can score the desirability of a new product. Electronic meeting systems help bring the expertise of people dispersed in space and time to bear on the problem Information derived from marketing intelligence and research is vital in evaluating new product ideas. Place Subsystem The place subsystem assists the decision makers in making the product available to the customer at the right place at the right time. The place subsystem helps plan the distribution channels for the product and track their performance. The use of information technology has dramatically increased the availability of information on product movement in the distribution channel. Promotion Subsystem The promotion subsystem is often the most elaborate in the marketing information system, since it supports both personal selling and advertising. Media selection packages assist in selecting a mix of avenues to persuade the potential purchaser, including direct mail, television, print media, and the electronic media such as the Internet and the WEB in particular. The effectiveness of the selected media mix is monitored and its composition is continually adjusted. Database marketing relies on the accumulation and use of extensive databases to segment potential customers and reach team with personalized promotional information. The role of telemarketing, marketing over the telephone, has increased. Telemarketing calls are well supported by information technology. Sales management is thoroughly supported with information technology. Customer profitability analysis helps identify high-profit and high-growth customers and target marketing efforts in order to retain and develop these accou nts. Sales force automation involves equipping salespeople with portable computers tied into the corporate information systems. This gives the salespeople instantaneous access to information and frees them from the reporting paperwork. This increases selling time and the level of performance. Access to corporate databases is sometimes accompanied by access to corporate expertise; either by being able to contact the experts or by using expert systems that help specifies the product meeting customer requirements. Price Subsystem Pricing decisions find a degree of support from DSSs and access to databases that contain industry prices. These highly unstructured decisions are made in pursuit of the companies pricing objectives. General strategies range from profit maximization to forgoing a part of the profit in order to increase a market share. Information systems provide an opportunity to finely segment customer groups, and charge different prices depending on the combination of products and services provided, as well as the circumstances of the sale transaction. Sales Forecasting Based on the planned marketing mix and outstanding orders, sales are forecast and a full marketing plan is developed. Sale forecasting is an area where any quantitative methods employed must be tempered with human insight and experience. The actual sales will depend to a large degree on the dynamics of the environment. Qualitative techniques are generally used for environmental forecasting – an attempt to predict the social, economic, legal, and technological environment in which the company will try to realize its plans. Sales forecasting uses numerous techniques, which include: ï‚ · ï‚ · ï‚ · Group decision making techniques are used to elicit broad expert opinion Scenario analysis in which each scenario in this process is a plausible future environment Extrapolation of trends and cycles through a time-series analysis. 3.FINANCE For the fiscal year ending January 31, 2011, Wal-Mart reported a net income of $15.4 billion on $422 billion of revenue with a 24.7 percent gross profit margin. The corporation’s international operations accounted for $109.2 billion, or 26.1 percent, of total sales. It is the world’s 18th largest public corporation, according to the Forbes Global 2000 list, and the largest public corporation when ranked by revenue. Walmart on an average hire about 10000 employees every year and on opening every single store Walmart employees 300 new employees. Their main source of funds is there sales and basic expenditure goes on building new stores and employees salary. Job Hierarchy at Wal-Mart Human Resources Wal-Mart is the largest non-government employer in the world. They realize that turnover is high in retail, but that their associates are one of their most important assets. Their written policy regarding associates is as follows: â€Å"they are encouraged to maintain the highest standards of honesty, morality, and business ethics†. In order to become a Wal-Mart associate, candidates must take a multiple-choice test and select what are considered the appropriate â€Å"Wal-Mart† responses in order to be hired. Due to the fact that Wal-Mart strives to keep their costs low, they do not offer high wages. They exist on many part-time and temporary workers, do not offer these employees benefits, and do not pay their employees enough to live on. Wal-Mart has a 20-30% cost advantage over competition, as their labor is not unionized. Besides facing current litigation for not paying employees for overtime there are and have been several cases regarding discrimination on the basis of gender (female) that females are often not hired or promoted to be managers.

The Brand Before Revitalization

The brand before revitalization (Part A) Brand: Hui Lau Shan (Local Dessert Chain) History of Hui Lau Shan Hui Lau Shan ( ) is a famous chain of dessert shops based in Hong Kong. It specializes in dessert soups, snacks and desserts. Hui Lau Shan is well known for its use of mango in its products. The first shop opened in Yuen Long, New Territories in the 1960s. It was known for its turtle jelly and herbal teas. However, Hui Lau Shan emphasizes its fruit desserts and snacks. Since the 1990s, the chain has expanded. Moreover, it has focused on the mainland market. LogoHui Lau Shan’s logo is a letterform that is readable. The logo just is the brand`s name, Hui Lau Shan ( ). It is use of Chinese Calligraphy that can show its long history. A majority of herbal tea shops are used to use the same form to design their logo. It is costly to promote its brand because there is a heavy visual competition. On the other, the use of Chinese calligraphy may be too old fashioned for young cust omers. It cannot attract young guy`s attention. However, other desserts shops have realized this truth, such as Honeymoon Dessert ( ). Its logo is more fashionable and seems to be smart.Problems: 1. Use of Chinese calligraphy is old-fashioned design. 2. The logo has never had representative characteristics. Solution: 1. Using a new font style, such as Cooper Black. Cooper Black is commonplace in the food packaging and logo of some food products. It can get up customer`s appetite. 2. Designing a special symbol that is a shape of mango. It is a representation of its mango desserts. Target customers Its target customers are kids and young people who like to eat desserts. When they feel thirsty, they prefer to buy a drink, likes cool mango dessert soup.In the same case, the middle-age people and the elderly will prefer to buy a bottle of water. They don`t like the sweet taste and pay more attention to their health. The brand after revitalization (Part B) Brand: Hui Lau Shan (Local Desse rt Chain) Logo and logotype: First of all, I select the use of combination mark that includes symbol and logo. The left logo (Chinese version) has a shape of mango that can gain the label effect. Everyone would realize that its mango desserts are well-known and delicious. Then, I use the font style likes Cooper Black as it is commonplace in package of food products. Since 1960† shows customers that it was a long history firm. Secondly, the right that is logotype (English version) also is two shapes of mango. It gets the label effect too. The special font style can catch young customer’s attention since it is new and unique. Taglines: The first tagline is â€Å"best mango in town† that claims that the best mango desserts are totally in Hui Lau Shan. If you want to taste the best, you have to come to Hui Lau Shan. The second is â€Å"sweet is life† that wants to promote the dessert culture. It says that eating desserts become your custom. It may like coffee culture and become a trend. Re-positioning:In order to attract more young guys, I decided to change the old-fashioned style. I prefer to use cartoon characters in some applications, such as business card, cup, paper napkin, etc. It also determined to focus on its mango desserts (main product). The signature color is yellow that is the color of mangos. The typeface is Cooper Black. Application strategy: I am going to use the new logo and logotype in business card, cup, paper napkin and making up the stores. I also designed several mango cartoon characters. They are pretty cute and active. They contribute to a fresh and younger image, and they can attract the attention of kids.Moreover, I would promote the revitalized brand through TV advertisements, promotions. At the first day, I would put a full page advertisement in the newspapers in Hong Kong. After, we will give customers some coupons and â€Å"buy 1 get 1† promotion. Conclusion: Hui Lau Shan will become a new dessert cha in and be more famous in Hong Kong. In the visible future, I can see it will be the best mango desserts store in Hong Kong. It is because it more focuses on its mango and invents many new mango desserts. It has a fresh image and become more pleasing to the eyes. It help young people to accept an old shop in Hong Kong.