Essay --

As time changes, so does everything else in the world. Scientists have been finding numerous ways to improve our ordinary technology and they have succeeded, but what about transportation? Over the years, scientists have improved transportation by simply thinking out of the box. Cars have evolved from being animals people ride on to automobiles people ride in. For example, the use of transportation was the use of donkeys and horses from the Middle Ages all the way to the 18th century; people loved the idea of wagons and horses because it was the easiest way to get from place to place (5). The first car to ever be made was invented by Karl Benz in 1886 and it had three wheels; Benz also built the first successful gasoline powered vehicle to ever be seen but it was very expensive (9). As the idea of cars came about, people thought it was ten times better than using wagons and horses; the car was the quicker and easier way for people to travel around. Furthermore, the first affordable car to be invented was made by Henry Ford in 1903, and it was a four-wheeler that was also a gasoline powered car; it was called the Model T, and it was very unsafe because it didn't have anything to protect the driver (10). As cars kept improving over the years, inventors and sci entists found new ways to keep people safe in their cars; the seatbelt was then invented by Nils Bohlin and it was first introduced by Volvo in 1959 (1). Since more people were buying cars, inventors and scientists wanted to make it a safer experience, so they came up with a way for people to not fly out of their cars; this surely kept the accident rate down. In less than two hundred years, transportation went from animals to vehicles; scientists have made cars safer, easier, ... ... fiberglass, and even steel (3). As boats became larger and heavier, scientists found the need to accompany those characteristics with different materials to help boats stay afloat, remain durable, and still be able to navigate. With the creation of boats, people's lives have changed and will continue to do so with the help of new technology and scientists daring to think of the unimaginable. It is not a surprise that technology has come to be as advanced as it is now but along with it, transportation has also evolved and continues to do so in the biggest way possible. From cars to boats to rockets, transportation is important for human beings to get around and it has advanced greatly with the help of scientists and regular people who chose to think bigger. Scientists are just beginning with these new inventions, so who knows what new transportation will come next.

Project On Bajaj Auto Limited

November 14, 2009 Project On Bajaj Auto Limited Submitted by Team TiTanS -Amit Sheth -Anand Dube -Darshna Chande – Mrinal Kaul -Subrato Das -Vinay Chaudhary Page 1 of 23 1 BAJAJ AUTO LTD November 14, 2009 Index 1. 0 Introduction 2. 0 PRODUCT PORTFOLIO. 2. 1 Product life cycle of the various products. 2. 2 A BCG Matrix of Various products. 3. 0 Key Brands – Top Three in terms of volume and revenue 3. 1 Bajaj Pulsar. 3. 2 RE (3 Wheeler). 3. 3 Discover. 4. 0 Positioning of the top three brands of the company. 4. 1 Pulsar. 4. 2 Discover. 4. Bajaj Auto (Commercial Vehicle). 5. 0 Competitors and the differentiation of each based on positioning. 5. 1 Pulsar key Competitors. 5. 2 Bajaj Auto Commercial Vehicles. 5. 3 Discover key Competitors.6. 0 Key marketing communications and the evolution of the same since 1995 7. 0 The Future. 7. 1 Recommendations. 8. 0 Graphs. 8. 1 Sales data of BAL and Industry Comparison. 8. 2 BAL in International Market. 8. 3 3 Year Projection for Comme rcial unit of BAL 8. 4 BAL projection for Domestic Sales 9. 0 References. Page 2 of 23 2 BAJAJ AUTO LTD November 14, 2009 BAJAJ AUTO LTD 1. Introduction Bajaj Auto is India's largest and the world's 4th largest two and three-wheeler manufacturer. It is based in Pune, Maharashtra, with plants in Akurdi and Chakan (near Pune) and Waluj and Patnagar in Uttaranchal. Bajaj Auto produces and exports scooters, motorcycles and auto rickshaws. Over the last decade, the company has successfully changed its image from a scooter manufacturer to all round two wheeler manufacturer. Its product range encompasses scooters and motorcycles. Founded in 1926, at the height of India's movement for independence from the British, the group has an illustrious history.The integrity, dedication, resourcefulness and determination to succeed are characteristics of the group even today and can be traced back to its birth during those days of relentless devotion to a common cause. Jamnalal Bajaj, founder of the group, was a close confidant and disciple of Mahatma Gandhi. In fact, Gandhiji had adopted him as his son. This close relationship and his deep involvement in the independence movement did not leave Jamnalal Bajaj with much time to spend on his newly launched business venture.His son, Kamalnayan Bajaj, then 27, took over the reins of business in 1942. He too was close to Gandhiji and it was only after Independence in 1947, that he was able to give his full attention to the business. Its’ real growth in numbers has come in the last four years after successful introduction of a few models in the motorcycle segment. The company is headed by Rahul Bajaj who is worth more than US$1. 5 billion. Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading Corporation Private Limited. It started off by selling imported two and three-wheelers in India.In 1959, it obtained license from the Government of India to manufacture two and three-wheelers and it went public in 196 0. In 1970, it rolled out its 100,000th vehicle. In 1977, it managed to produce and sell 100,000 vehicles in a single financial year. In 1985, it started producing at Waluj in Aurangabad. In 1986, it managed to produce and sell 500,000 vehicles in a single financial year. In 1995, it rolled out its ten millionth vehicles and produced and sold 1 million vehicles in a year. Kamalnayan Bajaj not only consolidated the group, but also diversified into various manufacturing activities.The present Chairman of the group, Rahul Bajaj, took charge of the business in 1965. Under his leadership, the turnover of the Bajaj Auto the flagship company has gone up from Rs. 72 million to Rs. 46. 16 billion (USD 936 million), its product portfolio expanded and the brand has found a global market. He is one of India's most distinguished business leaders and internationally respected for his business acumen and entrepreneurial spirit. Page 3 of 23 3 BAJAJ AUTO LTD November 14, 2009 2. 0 PRODUCT PORTFOLIO Product Portfolio Two Wheelers Three Wheelers Entry Level Mid Level PeformancePassenger Carrier Goods Carrier Platina 100cc & 125 cc DTSi Kristal DTSi XCD 135 cc DTSi Discover 100cc & 135 cc DTSi Pulsar 150, 180, 200 & 220 cc DTSi Avenger 200 DTSi RE-2 Stroke 2 Diesel & CNG RE – 4 Stroke Diesek & CNG GC MAx Diesel & CNG In 1972, it introduced Ba Bajaj Chetek. The company formed a joint venture with . Maharashtra Scooters in 1975. Bajaj Auto established Waluj production plant in Aurangabad, in 1985. In the following year, the company entered into the technical tie-up with Kawasaki Heavy Industries, Japan to produce a range of two up Japan two-wheelers in India.The company signed agreements with Kubota, Japan for the development of diesel engines for three-wheelers, and with Tokyo research and development for un wheelers, ungeared Scooter and moped development, in 1995. In 1999, Bajaj Auto commenced the production at Chakan plant. The company introduced Bajaj Saffire in 2000. In the following year, Bajaj Auto launched Eliminator and Pulsar bikes. Bajaj Auto launched Bajaj Wind 125, Pulsar 150cc and 180cc sports styled bikes, in 2 180cc 2001. In the next year, Bajaj Auto launched Bajaj CT100 and Bajaj Discover DTS The company DTS-i. aunched Bajaj Discover, Bajaj Avenger DTS i, and Bajaj Wave DTS in 2005. In DTS-i, DTS-i, the following year, it launched Bajaj Platina. Bajaj Auto launched 200 cc Pulsar DT DTSi, and Bajaj Kristal DTS-i in February 2007. Bajaj Auto started a new plant at i Pantnagar, Uttarakhand in April 2007. In the following month, the company demerged to form three separate entities: Bajaj Auto (automobiles); Bajaj Holdings and Investment Limited (an investment company); and Bajaj Finserv Limited (wind ited power and financial services company).Bajaj Auto launched its ‘XCD 125 DTS DTS-Si', a 125cc motor bike in September 2007. In May 2008, Bajaj Auto, Renault and Nissan Corporation formed a joint-venture company to develop, produce a nd market the car ure code-named ULC with wholesale price range starting from $2500. The joint named joint-venture company would be 50% owned by Bajaj Auto, 25% by Renault and 25% by Nissan, and to construct the plant in Chakan (Maharashtra state) in India with an initial (Maharashtra planned capacity of 400,000 units per year. In February 2009, Bajaj launched XCD Page 4 of 23 4BAJAJ AUTO LTD November 14, 2009 135 cc DTSi. Bajaj Auto has a distribution network in 50 countries and presence in India, Sri Lanka, Colombia, Bangladesh, Mexico, Central America, Peru and Egypt. The company has global partnerships with the shipping lines of Maersk Sealand, P&O Nedloyd and APL. The company's subsidiaries include: Bajaj Auto International Holdings, a 100% Netherlands based subsidiary; and PT Bajaj Indonesia which assembles and markets Pulsars in Indonesia. 2. 1 Product life cycle of the various products is shown below.INTRODUCTION STAGE: Products like Discover 100 DTSi and Pulsar 220cc. GROWT H STAGE: Products like Discover 135 cc have a great potential to grow and become market leaders in their segment. MATURITY STAGE: Products like Bajaj Pulsar 150 ; 180cc are at their maturity stage. DECLINE STAGE: Bikes like Avenger, Platina, Pulsar 200 cc market have ready substitutes available resulting in lower demand and lower market share. 2. 2 A BCG MATRIX OF VARIOUS PRODUCTS ARE SHOWN BELOW STARS BAJAJ PULSAR SERIES DISCOVER 100cc COWS DISCOVER 125CC DISCOVER 135CC Page 5 of 23 5QUESTION MARK XCD 125CC PLATINA 100cc DOGS AVENGER KRYSTAL BAJAJ AUTO LTD November 14, 2009 3. 0 Key Brands – Top Three in terms of volume and revenue 1. Bajaj Pulsar 2. RE (3 wheeler) 3. Bajaj Discover 3. 1 Bajaj Pulsar It is a motorcycle brand owned by Bajaj Auto in India. It was developed by the product engineering division of Bajaj Auto in association with motorcycle designer Glynn Kerr, Tokyo R;D. Currently there are four variants available with engine capacities of 150cc, 180cc and two var iants with capacities of 220cc. More than a million units of Pulsar were sold by November 2005.Pulsar 200 variant was discontinued in July 2009. With monthly sales of more than 48,000 units in June 2009, Pulsar is the leader in the 150 cc + segment in India with a market share of 43%. The following is the sales data of Pulsar Brand for the last five months. Month Sales (Units) June 48062 July 49621 August September October 65000 55413 56000 3. 2 RE (3 Wheeler) The leading three wheeler manufacturers in India are Bajaj Auto, Mahindra ; Mahindra and the Italy-based Piaggio. In the three wheeler segment, the classification is broadly in terms of carriage and passenger vehicles.Since the former does have a very limited capacity to carry goods and is not preferred by many, the three wheeler manufacturers are more into the passenger three wheelers. Bajaj Auto has a range of models for passenger three wheelers namely RE 2S,RE 4S,RE 4S CNG,RE 4S LPG,RE Diesel and RE Diesel mega . Page 6 of 23 6 BAJAJ AUTO LTD November 14, 2009 TVS Motor has recently entered the fray with its own model of a three wheeler and with the market recording an impressive 18% CAGR rate over the last fiscal, the three wheeler manufacturers still have plenty to laugh about. 3. . Discover The Bajaj Discover a motorcycle made by Bajaj Auto in Chakan, India, debuted in 2004. This is the second indigenous bike from Bajaj. During mid 2005, the Discover was made a single variant model. It was revamped with new graphics, and other features like sns(spring in spring) suspension, self-start, etc. The Bajaj Discover has been the highest selling 125 cc bike in India since the day of its inception and has proven to be a very popular executive commuter. 135cc model has recently released which features a front disk brake, auto-start and black alloy wheels.The following are the sales figure for the last two months for Bajaj Discover. Month Sales (Units) September 94000 October 95139 4. 0 Positioning of the top three brands of the company 4. 1 Pulsar Pulsar was launched in direct competition to the Hero Honda's ‘CBZ' model in 150 cc plus segment. The campaign bore innovative punch line of â€Å"Definitely Male† positioning Pulsar to be a masculine-looking model with an appeal to the performance sensitive customers. The Pulsar went one step ahead of Hero Honda's ‘CBZ' and launched a twin variant of Pulsar with the 180 cc model.The model was a great success and has already crossed 1 million mark in sales. The Big Idea was to position the bike as World's first bike endowed with a gender. Page 7 of 23 7 BAJAJ AUTO LTD November 14, 2009 Pulsar changed its tagline to â€Å"The Fastest Indian† for its 220cc bike. After dumping the â€Å"Definitely Male† tagline, Pulsar advertisements never were a thriller. The product qualities made the brand a huge success. The new ad and new tagline gives a remarkable boost to this brand. It is very wise for the brand to own th e highest superlative.Pulsar has owned the â€Å"Fastest† superlative, which means another brand cannot be faster than the fastest. This is a powerful positioning strategy adopted by the brand. Pulsar has become synonymous with Bajaj. It single handedly brought Bajaj from a state where it was thought that it would be sold or it was running for family prestige. Pulsar Mania was supposed to be the answer to MTV hero Honda roadies which had become synonymous plus a huge success between the youth. Target Audience Bajaj targeted the 18-24 with Pulsar but later found that the brand appealed to a much older audience.This helped Bajaj to change its target audience to 21-35 years 4. 2 Discover Pulsar helped Bajaj to establish itself as a serious player in the Indian motorcycle market. Bajaj had failures in establishing its presence in the executive segment where Hero Honda's Splendour rules. Hence Bajaj launched Discover DTSI with Page 8 of 23 8 BAJAJ AUTO LTD November 14, 2009 much f anfare. The brand ambassador was none less than the legendary Jackie Chan. Things were perfect for a bestseller. But had Discover delivered? Still, No.This was partly because Bajaj was still struggling with the positioning of its brand. The same mistake was done with Calibre. Bajaj was trying to sell Discover by its looks. But then the new commercial suggested something else. The new commercial with a Harry Potter look alike was well executed but had no marketing significance. What was being communicated to the customer? Just like the Hoodibaba campaign involving cartoon characters which actually killed the product, Discover campaigns was based on fantasy. Positioning has to be realistic and hould differentiate the product from its competitors. That is the theory and it works also. So, Bajaj decided that the platform at which Discover is going to be placed is going to be sold as both stylish and performance bike. This bike is the perfect choice for the people with average height as people with more six feet of height may face some difficulty in adjusting their knee position on the tank. Otherwise, this bike offers the great comfort and handling due to its well placed seat and handles. It offers a good mileage of 70-80 kmpl. Therefore it is positioned as a fuel efficient bike.Also, Bajaj wanted to make this bike for masses, so it launched Discover in different variants of 100cc, 125cc, and 135cc. Next year Bajaj is also planning to launch the Page 9 of 23 9 BAJAJ AUTO LTD November 14, 2009 bike in 150 cc to cater the needs of the power hungry people who can’t afford Pulsar. So overall Bajaj is trying to position Discover as a bike for each segment of people. 4. 3 Bajaj Auto (3-Wheeler) Talk of passenger vehicle, and first thing that comes to mind is Bajaj Auto. It is very popular throughout India, and people use them in quite frequently as daily means of transport.Bajaj in auto rickshaws, is already the global market leader. In the domestic market of app roximately 6 million motorcycles annually. Bajaj Auto launches eco-friendly auto rickshaw the vehicle incorporates the latest Gasoline Technology – the Gasoline Direct Injection (GDI) engine, to achieve substantially lower emissions than even alternative clean fuels like Liquefied Petroleum Gas (LPG) and Combusted Natural Gas (CNG) vehicles 5. 0 Competitors and the differentiation of each based on positioning 5. 1 Pulsar Key Competitors: †¢ †¢ †¢ †¢ Apache CBZ Hunk Karizma Pulsar is the Flagship brand of Bajaj.It has been the great success story of modern Bajaj from â€Å"Hamara Bajaj â€Å" to â€Å" Distinctly Ahead â€Å" . The basic differentiation strategy, loaded with the first movers’ advantage, was the technological edge it had over others (Using a patented technology). It mixed performance with killer looks, unlike any of its predecessors was targeted to capture the minds of youth which it did with great success. It was the first bike w hich took India towards full auto-ignition and power bikes. Every now and then it comes with something new and innovative and no doubt Bajaj bikes have mass appeal as well.TVS: With its presence in 160 cc and 180 cc market it is the most potent threat to Pulsar, but erratic nature of TVS motors may pull it down in the longer run. Honda / Hero Honda: The real first mover in 150 cc segment, with CBZ has been the traditional rival, has always been there but has never been really able to really challenge pulsars supremacy. It has launched Hunk and Karizma but never lived up Page 10 of 23 10 BAJAJ AUTO LTD November 14, 2009 to the expectations because of its steep price as against the brand of Pulsar that has a presence across all the segments (150, 180, 200, 220) ranging from Rs. 5,000 to Rs. 80,000. 5. 2 Bajaj Auto Commercial Vehicles: Key Competitors: †¢ Mahindra and Mahindra †¢ Piaggio In the three wheeler segment, the classification is broadly in terms of carriage and pass enger vehicles. Since the former does have a very limited capacity to carry goods and is not preferred by many, the three wheeler manufacturers are more into the passenger three wheelers. Bajaj Auto has a range of models for passenger three wheelers namely RE 2S, RE 4S, RE 4S CNG, RE 4S LPG, RE Diesel and RE Diesel Mega while its existing carriage three wheeler is called GC 1000.It has enjoyed monopoly in this market. In this segment it achieved differentiation on basis of trust and reliability from its competitors; moreover it had a huge first movers’ advantage. The basic customers for this product are low end business men. Mahindra ; Mahindra has got the Champion range of three wheelers. There are Champion pick up and Champion delivery vans while the Champion Passenger carrier is mostly seen in the western parts of the country. The Alfa three wheeler carriages of the M;M has a wide and tall cabin, heavy duty gear box, unique designed chassis and hydraulic shock absorbers.Th e Italian auto major Piaggio manufactures Ape 50 in association with Bajaj Auto at Pune with a 150cc engine. This three-wheeler has different body forms and matches the specifications of various countries wherever it is produced. TVS Motor has recently entered the fray with its own model of a three wheeler and with the market recording an impressive 18% CAGR rate over the last fiscal. 5. 3 Discover Key Competitors: †¢ †¢ †¢ †¢ Ambition ( Hero Honda ) Splendor CD Dawn Star City Page 11 of 23 11 BAJAJ AUTO LTD November 14, 2009 The Discovers as of now seems to enjoy a bull run in the market as there is no visible completion from anyone.It beats its competition on both looks as well as power; in fact it doesn’t have any direct completion in 135 cc segment. The target customer for this bike is the middle aged middle class who are looking for a bike with a bit of looks a bit of power, a bit of economy as well as an affordable price. 6. 0 Key marketing communica tions and the evolution of the same since 1995. Bajaj was the undisputed ruler of the Indian 2-wheeler market . It continued its domination in through the 1980 into mid 1990’s. Then the tagline used to be â€Å"HAMARA BAJAJ â€Å".This brand image was employed to instil a patriotic fervour in the minds of the middle classed dominated Indian society. With this campaign they tried to reach the masses, which had dreams and aspirations to become big. â€Å"Hamara Bajaj† †¦. Became a household jingle and Bajaj marched to become the leading two wheeler manufacturer in the absence of any significant completion. During this phase Bajaj had a monopoly over the scooter market with its flagship brand Chetak. But by the beginning of 1990 things started to change; new players were entering the market in JV with the local entities.New and advanced technology was now available. Honda aligned with Kinetic and Hero group of Munjals while Suzuki partnered with TVS. Hamara Bajaj w as facing the brunt without any partners and new technology to harbour them. They were continuously focusing on continuous reduction of production cost, thus overlooking the threat of new entrants consequently their market share kept on declining. Page 12 of 23 12 BAJAJ AUTO LTD November 14, 2009 Declining market Share of Bajaj The biggest problem faced by the Bajaj was that it was losing the scooter market. People were no longer interested in scooters as the market was looded with many new models and variants. Honda was gaining momentum in the Indian market. By 1998 Bajaj was looking right down the barrel. They were facing a tough choice â€Å"To replace a legend is never easy. To replace a legend when the legacy needs a major overhaul is even more difficultâ€Å", but desperate situations call for desperate measures, Bajaj auto decided to go big time into motorcycles and do away with its flagship brand of Chetak. During this passage they launched several products †¢ †¢ †¢ †¢ †¢ Boxer Caliber Wind 115 Saffair Legend Page 13 of 23 13 BAJAJ AUTO LTDNovember 14, 2009 But somehow they all failed to capture the target market. Ever since losing its leadership position, Bajaj Auto Limited (BAL) was trying out new strategies including use of new technology and new marketing communication campaigns. For instance, in the early 2000s it started focusing more on the motorcycle market with new product launches, complemented by new communication campaigns to inject vibrancy into the Bajaj brand. The ad spots launched in late 2001 showed ‘slice of life' situations of â€Å"new age â€Å"India. . Porter’s 5 Forces for Bajaj during 1990’sBy now Bajaj had come a long way from Hamara Baja to its latest message, trying to capture the new India, the young India, the fast paced India, and The ever changing India. With this intention Bajaj made a last effort re-launch itself, repositioning the Hamara Bajaj in the minds of the young v ibrant India. Page 14 of 23 14 BAJAJ AUTO LTD November 14, 2009 But it failed to gel in the market. The Bajaj was dying. Its JV with Kawasaki was falling apart and the killer blow came from Hero Honda CBZ in 1999. First time in its lifetime the market share of Bajaj went below 40%.The Change in the Brand message of Bajaj From Hamara Bajaj they transformed to Inspiring Confidence, thus trying to emphasize on the fact they are such an old name in the market and their name inspires confidence. But unfortunately this did not work for them and within two years they again changed their tagline to Distinctly Ahead. This time around they emphasized on the fact that they had better technology than anybody else in the market. And it worked. For that they went for a complete overhaul. Page 15 of 23 15 BAJAJ AUTO LTD November 14, 2009Bajaj logo : Brand transformation They underwent a complete change in the brand image; they changed their logo, which was done in 2004. The reason behind Bajaj cha nging its logo was that people used to associate Bajaj with its old image of â€Å"Hamara Bajaj† and carrying that image Bajaj was not able to communicate its message that effectively to the youth who is its major target customer now as the market for the scooters is almost over and 80% of the 2-wheeler market is covered by bikes. The new logo flying B as it has been named represents style and technology.It connotes speed and open for denotes transparency. Today Bajaj is known with â€Å"Distinctively Ahead â€Å". The recent ad campaigns for Bajaj are associated with stunts and modern gizmos. The concept of Definitely Male was well accepted by the people and Bajaj came out with some astonishing ads. Though the DTSi technology was new, people accepted it very well. It easily conveyed the message it wanted to. The following picture strips conveys the advertisement: Getting on to his bike, a man gets all set to make a move. As he puts his helmet on, a message appears on the w indshield,While the biker cruises through the city, some army men are out for their jog. Just before they cross a road, a zebra crossing forms ahead them and disappears after them, while the biker waits patiently. Page 16 of 23 16 BAJAJ AUTO LTD November 14, 2009 A young lady talks to her beau on the phone, while an image of his forms before her. She switches the phone off and the image disappears, in time for her to catch a glimpse of the bike. Riding on, he spots a child playing with a remote controlled toy. In the next shot the toy turns out to be a roller coaster, with children inside enjoying the ride.On arriving home, the biker is greeted by a As he takes off his helmet everything turns robotic dog. back to it's usual self. MVO: â€Å"Imagine a world as advanced as the new Pulsar DTSi†¦ After these ads were successful, Bajaj came out with a second ad wherein a man is shown performing various stunts on his DTSi Pulsar. Even this one was an outstanding one. . The Latest Pu lsar Campaign Page 17 of 23 17 BAJAJ AUTO LTD November 14, 2009 DTSi came out to be a good one with proper publicity advertisements and that too without any highly paid brand ambassadors.Unlike its rivals who have highly paid actors or cricket stars as their brand ambassador. 7. 0 The Future Although the avalanche of motorcycles offered Indian consumers a wide variety of models to choose from, it also resulted in increased pressure on the companies to concentrate on cost-cuts, technology enhancements, upgrades and styling. Their margins came under pressure as marketing costs escalated. The companies were forced to reduce prices and offer discounts to survive the competition. Moreover, analysts were skeptical about the segment's ability to maintain the growth rate in the years to come.One of the major assumptions underlying the motorcycles rush was that if the market was considerably large and was growing at a constant pace, there was room for a profitable existence for all brands. I n 2001, there were over 30 motorcycle brands in the market. However, with the top five brands accounting for more than 60% of the market, only 40% of the market was available for all other new brands put together. Despite the launch of more vehicles, the survival prospects of many of the individual brands were deemed to be rather bleak. Page 18 of 23 18 BAJAJ AUTO LTD November 14, 2009 SWOT Analysis for Bajaj AutoFurther, the growth in the motorcycle segment was dependant on continuing favorable market conditions. Analysts claimed that to sustain this growth rate, the segment would have to completely cannibalize the market for scooters and a considerable part of the market for scooterettes and mopeds. Considering the fast growing scooters segment, with high demand from female customers, followed by the moderately growing moped segment and the restructuring in the scooter segment with major national and foreign players reinforcing their presence, it was unlikely that the entire growt h in the two-wheeler sector would be due to motorcycles.Analysts also commented that as the two-wheeler industry had grown steadily for eight years, stages in the product life cycle would apply to the field sooner, rather than later and the decline stage would invariably come some day. There was little differentiation between the brands being launched apart from styling as most companies had introduced their four-stroke vehicles. Focus on High Margin Products: Around 50% of the two-wheeler consumers buy high quality products (products of executive and premium segment motorcycles). Margins on these products are higher. Page 19 of 23 19 BAJAJ AUTO LTDNovember 14, 2009 BAL should adopt a deliberate strategy of focusing on executive and premium segment motorcycles and three-wheelers, and a couple of brands on lower-end of motorcycles (to grab the market share) and scooters segment. High margin products – Pulsar, Discover, Three-wheelers, Avenger. Low margin products – Plat ina, Scooters, Mopeds. Second Hand Market: Second hand market in 2-wheeler is one of the most un-tapped market without any competitor. BAL must try and establish a unit dealing with the sales of Second Hand Vehicle something on the lines of Maruti True value and Mahindra First.Car Market: With the launch of the low budget car it can capitalize this market as there are not many players in this market and they already have the network and the knowhow of the elements of the local market as well as the technology (from its foreign partners). 7. 1 Recommendations: Below are the recommendations: †¢ Company should keep focusing on the fast growing motorcycle segment. †¢ In view of the new threat posed by Honda Motors in the scooter segment, the company needs to review its products line-up and launch new products to cater the changed demand. The company needs to take a look at its ungeared scooter offerings and need to adapt to the latest trends(compete with models like Honda Acti va) †¢ The company needs to tap the export market more efficiently as there is a huge potential to make India as the world's two-wheelers production base. For this, it needs to look for joint ventures abroad. †¢ Look to expand their base outside further. It already has a strong presence in Africa and other South Asian Countries. †¢ It needs to target the young age group more effectively as this group is extremely trend savvy.The advertising should have a fresh look and the product should live up to the Gen-X's expectations †¢ Focus on Easy Credit Lending – In the present economical crisis, Bajaj can utilize its subsidiary, Bajaj insurance in coming up with schemes that will help consumers buy two wheelers on friendly terms. †¢ BAL needs to scale up its service centers both in numbers and in capacity. Keeping in line with its growth target for the next 5 years, its service centers should not only cater to two wheelers but should also be upgraded to cat er to the needs of four wheelers that Bajaj plans to launch.Page 20 of 23 20 BAJAJ AUTO LTD November 14, 2009 8. 0 Graphs 8. 1 Sales data of BAL and Industry Comparison. 8. 2 BAL in International Market Page 21 of 23 21 BAJAJ AUTO LTD November 14, 2009 8. 3 : 3 Year Projection for Commercial unit of BAL 9. 1 BAL projection for Domestic Sales Page 22 of 23 22 BAJAJ AUTO LTD November 14, 2009 9. 0 References. Marketing Management by Philip Kotler & Kevin L Keller www. wikipedia. com www. Bajajauto. com www. howstuffworks. com www. bikeadvice. in BAL Annual Report www. youtube. com Page 23 of 23 23

Barriers to Effective Communication for Nurses Essay

Barriers to Effective Communication Communication is the process of sending and receiving messages between two or more people; this is something that we do all the time. It is important that nurses recognize that communication is the key to good holistic care, as patients need reassurance and information regarding their care. Communication is so much more than just talking to one another. It is how people respond to each other in many different ways (Langs 1983). Some examples of communication are talking, writing, signing, reading and body language, which is suggested, has several elements (Dimbleby and Burton 1992). Communication can be very effective but first it needs to be†¦show more content†¦Hearing loss can be broken down into many different categories. For example, there are two main types of hearing loss, these are pre lingual deafness and post lingual deafness. These can then be broken down into physical, psychosocial and spiritual aspects. For the purpose of this work, I am going to explore the physical aspects of deafness. Many people just assume that the main problem with having a hearing impairment is that it is hard to understand speech and the consequent isolation from the rest of the noise-producing world. However, pre lingual deafness is defined as someone who has been completely deaf from birth so therefore gives rise to expressive problems in both speech and language (Syder 1992). A post lingual deaf person is someone who has lost there hearing suddenly or gradually and the loss can be partial or total (Syder 1992). One fifth of the countries population suffers some sort of hearing loss (Martin and Grover 1986). This covers a wide range of problems from minor difficulties to complete loss. Not recognising a hearing problem could result in patients/clients becoming withdrawn, isolated and excluded from people around them. Chalfont suggests that deafness was the loneliest disability as it isolates them from the rest of the community (Chalfont 1986). The most frustrating and depressing part aboutShow MoreRelatedThe Use Of Communication Boards For Non English Speaking Patients1196 Words   |  5 Pagesimprovement study was to evaluate nurses’ perceptions on the use of communication boards for non-English speaking patients, primarily Spanish and Russian speaking patients. Background Establishing effective communication with the patient is a critical factor in promoting patient quality care. Good communication is fundamental when providing safe and effective care at the beside in order to increase the quality of patient care. One of the many communicative barriers that exists between patients andRead MoreThe Diversity Of The U.s. Population941 Words   |  4 Pagesof the U.S. population in the context of possible communication barriers in relation to this diversity and how it affects healthcare. 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System Of Total Control In 1984 - Free Essay Example

Sample details Pages: 4 Words: 1097 Downloads: 1 Date added: 2019/04/10 Category Literature Essay Level High school Tags: 1984 Essay Did you like this example? George Orwells 1984 is a novel composed for those humans who stay in a state where totalitarian government to provide awareness for the possible risks of it. Orwell purposefully created the book give emphasis to the rising of communism in Western nations who are still unsure about how to approach it. He additionally wrote it due to having an insight of the horrendous lengths to which authoritarian governments that ought to maybe go beyond their energy such as Spain and Russia. Don’t waste time! Our writers will create an original "System Of Total Control In 1984" essay for you Create order Before Cold War, numerous American savvy people clearly assume that socialism is a exact way of governing humans and theres no direct relationship between democracy and communist. On the other hand, Orwell was profoundly aggravated by means of brutalities and persecutions he noticed in those nations and worried with the aid of the job of innovation in empowering abusive governments to display screen and how they dealt with their people. Winston Smith, the major persona in the novel, is a low-situating man or woman from the ruling Party in the state of Oceania. Big Brother, the quintessence of the Partys surely omniscient pioneer, is everywhere. Anywhere Winston goes, the Party watches him via telescreens. The Party controls the whole lot in their nation, even the inclusive communitys records and vernacular. At this moment, the Party is compelling the execution of a deliberate vernacular called Newspeak, which attempts to flip away political obstruction with the aid of discarding all phrases related to it. Despite intuition defiant examinations is unlawful. Such thoughtcrime is, to be sure, the most recognizably terrible the whole thing being equivalent. Winston feels bewildered through the abuse and unyielding manage of the Party, which restricts free thought and sex. Winston loathes the social event and has illegally purchased a diary in which to shape his crook insights. He has in a similar way superior towards ge tting to be established around a mind-boggling Party phase named OBrien, whom Winston acknowledges is a riddle man or woman from the Brotherhood. Winston works in the Ministry of Truth, where he adjustments chronicled files to match the necessities of the Party. He sees a partner, a magnificent diminish haired younger woman, searching at him, and stresses that she is a supply who will hand him over for his thoughtcrime. The Party affirms that Oceania has reliably been lined up with Eastasia in a conflict in opposition to Eurasia, yet Winston seems to survey a length when this was once now not substantial. The Party in like manner ensures that Emmanuel Goldstein, the alleged pioneer of the Brotherhood, is the riskiest man alive and feasible to occur Winston. Winston goes via his evenings wandering via the poorest neighborhoods in London, the place the proletarians, or proles, stay smeared lives, decently free of Party checking. Julia and Winston start a thriller undertaking, reliably cautious for signs of Party watching. Over the long haul they hire a room over the utilized store in the prole district where he bought the diary. This relationship continues for a lengthy time. He is sure that they will be known as and rebuked quicker whilst Julia is extra practical and hopeful. As Winstons problem with Julia propels, his contempt for the Party grows progressively proper He found that OBrien is a Party secret agent who essentially put on a exhibit to be a individual from the Brotherhood with the last objective to lure Winston into supplying an open exhibition of revolt to the Party. All via the novel, Winston has had rehashing awful desires about rodents; OBrien right now ties a fenced in area stacked with rodents onto Winstons head. The possibility of doublethink rises as an necessary consequence of the Partys substantial struggle of expansive scale intellectual control. Basically, doublethink is the capacity to hold two opposing thoughts in a singles talent in the meantime. As the Partys mind-control techniques separate a persons ability for self sufficient idea, it ends up viable for that person to suppose whatever the Party lets them know, even while having data that runs counter to what they are being told. At the Hate Week rally, for example, the Party moves its discretionary devotion, so the united states it has been at fighting with all of a unexpected turns into its partner, and its previous accomplice turns into its new adversary. At the point when the Party speaker all of a sudden adjustments the united states of america he alludes to as an adversary amidst his discourse, the group acknowledges his phrases instantly, and is embarrassed to discover that it has made the wrong signs and symptoms for the occasion. Similarly, individuals can acknowledge the Party services names, on the other hand they negate their capacities: the Ministry of Plenty supervises economic deficiencies, the Ministry of Peace takes up arms, the Ministry of Truth conducts publicity and recorded revisionism, and the Ministry of Love is the focal factor of the Partys activities of torment and discipline. In 1984, Orwell depicts the perfect authoritarian culture, the most exceptional acknowledgment comprehensible of a reducing part government with whole power. The title of the novel was once meant to exhibit to its readers in 1949 that the story spoke to a true probability for the not so distant future: if tyranny have been now not restricted, the title proposed, some range of the world portrayed in the novel ought to flip into a reality in just thirty-five years. Orwell depicts a state in which government screens and controls each part of human lifestyles to the diploma that notwithstanding having an unfaithful concept is illegal. As the novel advances, the meekly defiant Winston Smith embarks to check the factors of confinement of the Partys capacity, just to discover that its capacity to control and subjugate its subjects predominates even his most neurotic originations of its span. As the target audience comes to be aware of via Winstons eyes, The Party utilizes quite a number techniques to manipulate its nationals, each and every one of which is its very personal imperative theme in the novel. The Party controls every wellspring of data, overseeing and altering the substance the whole lot being equal and narratives for its very very own finishes. The Party does no longer allow humans to song their past, for example, photographs or archives. Subsequently, recollections end up fluffy and problematic, and subjects turn out to be fantastically equipped to trust some thing the Party lets them know. By controlling the present, the Party can control the past. Furthermore, in controlling the past, the Party can legitimize the majority of its activities in the present.

The Effects Of Reggae Music On The Music - 1216 Words

There are many people who do not know about reggae music. I was one of those people who did not know the existence of the reggae music until I met this one beautiful girl. Julie, my beloved beautiful future wife, introduced me the reggae music. My first thought of this music was boring. After a while the more time I spent with her made me fall in love with the reggae music too. The love of the music gave me the curiosity of the music and why reggae music helped me with to relax and gave comfort as I listen. And also I noticed that a lot of reggae music was about freedom, relaxation, and cannabis. While I was researching about reggae music, I found out that the music is the part of the Rastafari subculture and it led me to do more research†¦show more content†¦After couple years later, Haile Selassie I in Ethiopia crowned as the Emperor of Ethiopia and Rastafari saw this as the fulfilment of Garvey’s prophecy. Rastafari pointed many evidences from the bible to prove th at Haile Selassie I is the second messiah, but others still did not believed that he was a messiah. Rastafari abstain from drinking alcohol, smoking cigarettes, and use of drugs, but they believe that use of cannabis or ganja is a spiritual act that is claimed to clean the body, the soul, and the mind and bring them closer to God. Many Rastafari will smoke the cannabis or ganja and read the bible. Although many people think that all Rastafari smoke the cannabis or ganja, there many of the Rastafari who does not smoke. This is where reggae music played huge role in this society. Internationally recognized reggae musician Bob Marley spread the Rastafari faith and Rastafari was recognized worldwide. Bob Marley is the one of the musician and Rastafari who developed the Reggae music and made Rastafari visible and audible internationally. Rastafari believed the freedom and happiness, so many of the reggae music is based on the freedom life and happiness and enjoyment of life. There are many symbols that symbolize this subculture. First of all is the color. The color red, green, black, and yellow has its own importance in this subculture. The color red represents that blood of martyrs, green represents the vegetation of theirShow MoreRelated An Overview of Reggae Music Essay1268 Words   |  6 Pages Reggae is a genre of music that originated in Jamaica during the late 1960s. It is known for the heavy and strong emphasis on the bass within the background beat. Reggae was perceived as a kind of music used to express feelings about the social, political, and econo mic hardships in Jamaica during the late 1960s and early 1970s. It was performed by musicians from black ghettos who used unhurried beats to make a style of music of their own. Reggae became an important part of the lifestyle of manyRead More Bob Marley and Reggae Essay620 Words   |  3 PagesMarley and Reggae Bob Marley was a Jamaican singer, guitarist and songwriter who achieved international stardom. What are the origins of Reggae? The origins of Reggae start with African music as the people of Jamaica are descendants of the African slaves who were brought to the island. African music is based around rhythm patterns, and rhythm and beat are the most important features of Reggae. Also there is the influence of other Caribbean music such as CalypsoRead More reggae music Essay1128 Words   |  5 Pages Reggae is the most internationally famous style of Caribbean music. Reggae, which is one of the world’s most influential music, was originated in Jamaica around the mid 1960’s. At first reggae was first performed by and for poor Jamaican’s, but quickly became popular throughout the Caribbean and around the world. Most reggae songs deal with social concerns and religious beliefs of the Afro-Caribbean awareness of the Rastafarian religion. The term reggae is also applied today to reggae’s precursorRead MoreHow Music Effects People1583 Words   |  7 PagesMusic does have an Effect on Peoples Moods, Emotions Actions Music has an exceptional way of transcending feelings, emotions, and information across the world. It is a beautiful, yet powerful force is composed of feeling, abundance, and raw emotion and influences our way of dress, our dialect and even our own moral fiber. It can be as simple as the beat created by walking on the planks of a deck, or as intricate as a twelve part symphony. This thesis will examine how music as a whole, effectsRead MoreThe Life of Bob Marley Essay1635 Words   |  7 PagesBob Marley is the most well-known Reggae musician. He did many great things throughout his life. Bob Marley had messages in his song lyrics and did whatever it took for them to be heard. He also helped and inspired many of his fans, as well as his family. He was also one of the few people that helped start a new genre of music and a new band that sang it. Bob’s songs, and the story behind them, is what effected society. Bob Marley had a tough life but he still managed to become one of the most famousRead MoreSimilarities Between Rock And Blues719 Words   |  3 PagesThis week we learned about many genres of music, some similar some different. The two genres I want to compare and contrast are Rock and Blues. When you hear rock music, you picture electric guitars, amplified sounds, and complex styles of play. But if you take a deeper look you would probably be surprised to learn that rock would not even have existed without simple 12-bar forms, antiphonal textures, or â€Å"walking bass lines† used in much blues music. Though Rock and Blues are distinctly differentRead MoreBob Marley Essay example800 Words   |  4 Pagesgood thing about music, when it hits you, you feel no pain.† –Bob Marley A. The man who sang these words is considered the King of Reggae, an ambassador of Peace and love, and he has become one of the most iconic singers the world has ever known!!! I think you all know whom I am speaking of, and if you don’t, I hope after today you’ll be on YouTube searching one of his famous songs. B. The point of today’s speech is to get you to start listening to the chill reggae beat that Bob MarleyRead MoreMusic in the Caribbean1264 Words   |  6 PagesMusic is â€Å"The art of arranging sounds in time so as to produce a continuous, unified, and evocative composition, as through melody, harmony, rhythm, and timbre† ( Farlex, Inc 2013). Caribbean music has its own unique history, is very diverse with each island having its own unique genre of music. With so many different types of music out there and different performing artists these artists are looking for ways to make money by becoming popular. Music in the Caribbean was first developed by the NeoRead MoreNegative Effects Of Dancehall Music1224 Words   |  5 PagesMusic is defined by the Lexicon Universal Encyclopedia as a figurative and literal form of language or speech with less specificity than spoken words but possessing subtler shades of meaning and more emotive forces. It creates harmony between individuals and it can also tear them down. It is readily available throughout different medias and its intrinsic to all cultures. In Jamaica, the popular genre of music are Reggae and Dancehall. Reggae is a genre of music that has its roots in many other musicalRead MoreCulture Analysis : Jamaica. Jamaica1394 Words   |  6 Pagesmajority became small farmers. In 1958 Jamaica joined other British Caribbean colonies in forming the Federation of the West Indies. In 1962, Jamaica withdrew from the federation with hopes of gaining their independence. The Jamaican Constitution took effect on August 6, 1962 when Jamaica gained political independence from Britain. The constitution is the most legal document in the country as it guarantees freedom, rights, and privileges to every Jamaican citizen. In the 1970s, unstable economic conditions

Sports Violence Essay Research Paper Sports violenceThe free essay sample

Sports Violence Essay, Research Paper Sports force The Turning Problem of Violence in Sports Bench uncluttering bash in baseball, bloody hockey battles, association football rabbles, post-game athleticss public violences, and increasing hurts are all images of today s athleticss that are familiar to us. In recent old ages participants and fans likewise have shown increased aggression when it comes to featuring events. One of the most distressing tendencies in athleticss is the increasing frequence and badness of force. Injuries and deceases among participants are on the rise, as are hurts and deceases among fans and witnesss. Violence in athleticss is an of import issue because athleticss themselves are an of import facet in our lives and the society we live in. Their importance, nevertheless, should non be greater than our concern about continuing the values and facets of our society. The job of athleticss force has become a world-wide phenomenon, that is an unacceptable, turning societal job. Sports force can be defined as behaviour by a participant, manager, or fan that is intended to bring down hurting or cause hurt ( Berger 8 ) . Sports force causes injury, interruptions the regulations of the game, and is unrelated to the competitory aims of the athletics. Leonard identifies two signifiers of aggression in athleticss: Instrumental aggression, which is non-emotional and task-oriented and reactive aggression, which has an underlying emotional constituent, with injury as its end ( 165 ) . Violence is the result of reactive aggression. There are three major theories of aggression in athleticss: The biological theory, psychological theory, and the societal acquisition theory ( Leonard 170-171 ) . The biological theory sees aggression as a basic, unconditioned human feature, in which athleticss is seen as a socially acceptable manner to dispatch built-up aggression ( 170 ) . The psychological theory provinces that aggression is caused by defeat and is situational ( 170 ) . In athleticss, defeat can be caused by questionable calls by functionaries, failure to do a certain drama, hurts, hackling from witnesss, or twits by managers and participants. The societal larning theory maintains that aggressive behaviour is learned through mold and reinforced by wagess and penalties ( 171 ) . Each of these theories could play a function in the increasing force in athleticss. Athletes may be seeing athleticss as an mercantile establishment to vent there defeat and choler. Young athletes frequently take athleticss heroes as function theoretical accounts and copy their behaviour, which may take to kids copying such aggressive behaviour in their ain sporting activities. Many continue to reason that athleticss have ever been violent and that today things are no better or worse than they were old ages ago. However, harmonizing to Berger, grounds contradicts this and beginnings show there are more serious hurts and violent Acts of the Apostless on and off the field in today s athleticss than there were in the past ( 9-10 ) . Violence in athleticss is non a new construct, but it is more prevailing and harmful today than it was in the yesteryear ( Yeager 126 ) . There has been an addition in the frequence and earnestness of Acts of the Apostless of force, which is most prevailing in squad contact athleticss, such as ice hockey, football, association football, rugger, and even hoops. This is likely due to the increased fight in athleticss. The strive for fight starts in young person athleticss and merely escalates in college and professional athleticss ( Berger 12 ) . The greater the importance placed on winning, the more violent the drama is likely to go. Emotion is another component of athleticss that can easy turn into force. Competitive athleticss are emotional events and when emotions get out of control force is inevitable. Harmonizing to Aaseng, most of the force in modern athleticss happens non because of the nature of athleticss, but because society does non value the control of emotions held by the codification of sportsmanship ( 35 ) . In athleticss, as in other facets of our lives, the job is non so much that we have lost regard for authorization, but that we have lost regard for each other. Our society s preoccupation with winning has caused athleticss stars to play with the strength of emotion, which leads to force. While most happenings of force come from participants, others, including managers, parents, fans, and the media, besides contribute to the increasing force in athleticss today. Fans seem to emulate the force they watch in athleticss and witness force is increasing as participant hurts rise ( Yeager 11 ) . Mass media contributes to the acceptableness of athleticss. It provides exposure to sports-related force via telecasting, magazines, newspapers, and wireless, which provides many illustrations to kids who may imitate such behaviour. Besides it frequently glamorizes participants who are controversial and aggressive. However, the exposure given to athleticss force by the media sometimes stimulates increased attempts to command and forestall such behaviour. Soccer is a athletics known for its witness force. In association football there is more force among the fans before, during, and after the game than there is among the participants on the field ( Berger 106 ) . Soccer matches attract immense crowds and T here is a menace of force that functionaries must fix for in progress, in order to seek and command it. Soccer rabble force has become so unsafe that governments frequently use mounted constabularies, choppers, and picture proctors to seek and command the witnesss ( 106 ) . One cause of this mob force may be due to the increased fight in association football, which has led to more participant hurts and more aggressive witnesss. Hockey besides inspires force among its witnesss. Spectators at association football and hockey games frequently fight each other and throw objects onto the field or ice. Sometimes even the participants are the mark of fan force. Hockey has developed a repute for being more violent than needed to drama and win the game. A survey conducted by the Texas Youth Commission shows that squads playing with more force are non more likely to win ; in fact the opposite is true ( Study 1 ) . Some experts say witness force has little to make with events on the ice or field. Genevieve Rail, a athleticss sociologist, believes these are planetary jobs that require planetary intercession ( qtd. Diing 2 ) . Sports psychologists and sociologists are concerned about rabble force, because it does non merely affect felons. Alternatively it is a sad contemplation of society as a whole. These rabbles are frequently composed of immature males who see events, like association football and hockey games, as a opportunity to move out and non acquire caught ( 2-3 ) . Sociologists believe these Acts of the Apostless can non be blamed on the sporting events themselves, but are incited by facets of society that cause defeat and besides by extreme crowding, and media ballyhoo at featuring events ( 3 ) . In athleticss, there is an increasing credence of violent Acts of the Apostless directed towards others that some position may interpret into greater force in society. Aaseng states that athleticss make non advance force in society, but instead society promotes force in athleticss ( 38 ) . Reducing force in athleticss is far easier than cut downing force in our society because the regulations of athleticss are easier to implement ( 38 ) . Sports have become more violent because society positions revenge as manfulness and society enjoys force as amusement. However, it seems force goes both ways. Violence in athleticss sets a negative illustration every bit good as being a contemplation of social jobs. In our society at that place is an impulse to be figure one and athleticss mirror this, including the force that can ensue. Within athleticss, the highest degree of professional athleticss sets the illustration for all the other degrees. The increased force at the professional degree has led to imitation of their aggression by lower degrees of athleticss. Contending and spectator force is now going more common in youth athleticss. Some people think we should non be worried by aggression and force in athleticss. They believe that athleticss serve as a positive mercantile establishment for aggressive behaviour and that without competitory athleticss we would hold an even more violent society. However, aggression in athleticss increases the fight and force in our society. Competitive athleticss contribute to our violent society. Sports are learning participants that aggression is acceptable behaviour for acquiring back at person, assisting to win, and seeing that justness is done. These suggest that force is permitted and necessary. Violent Acts of the Apostless lead to farther aggression and a lowering of control. Sports force is a serious job in our society. Research provides proof that most competitory athleticss addition choler and aggression in both participants and viewing audiences. Fair drama is non taken earnestly because most people believe winning is all that affairs. The force per unit area to win starts early in athleticss and additions well by the clip an jock reaches the college and professional degree. Athletes are frequently encouraged to play while injured, which could perchance take to more serious jobs. Players are besides taught to see their oppositions as enemies and to play the game with retribution towards them. The media does non assist the state of affairs by stressing peculiarly barbarous or violent incidents that occur in athleticss. Conflicts between participants and unsmooth dramas are frequently given the most attending in athleticss coverage. Viewing audiences are going more desensitized to force and are seeking high degrees of force in featuring events. The publicity of athleticss force handily overlooks these harmful effects. By cut downing aggression and force competitory athleticss can go safer to play and more gratifying to watch. Plants Cited Aaseng, Nathan. The Locker Room Mirror: How Sports Reflect Society. New York: Walker and Co. , 1993. Berger, Gilda. Violence and Sports. New York: F. Watts, 1990. Diing For Soccer ; Just What Inspires Fan Violence? Montreal Gazette ( Newsbank Online ) 16 July 1994: D1. Leonard, Wilbert Marcellus. A Sociological Perspective of Sport. Third Edition. New York: Macmillan Publishing Co. , 1988. Survey Shows Hockey Violence Is a Loser. Texas Youth Commission ( Online ) 15 May 1998. Yeager, Robert C. Seasons of Shame: The New Violence in Sports. San Francisco: McGraw-Hill, 1979. 326

Handmaids Tale By Atwood Essay Example For Students

Handmaids Tale By Atwood Essay The creation of Offred, the passive narrator of Margaret Atwoods The Handmaids Tale, was intentional. The personality of the narrator in this novel is almost as important as the task bestowed upon her. Atwood chooses an average women, appreciative of past times, who lacks imagination and fervor, to contrast the typical feminist, represented in this novel by her mother and her best friend, Moira. Atwood is writing for a specific audience, though through careful examination, it can be determined that the intended audience is actually the mass population. Although particular groups may find The Handmaids Tale more enjoyable than others, the purpose of the novel is to enlighten the general population, as opposed to being a source of entertainment. A specific group that may favor this novel is the women activists of the 1960’s and 1970’s. This group, in which Offreds mother would be a member, is sensitive to the censorship that women once faced and would show interest to the possible future that could result. Offred is symbolic of every woman.. She was conventional in prior times, married with one daughter, a husband and a career. She is ambivalent to many things that may seem horrific to the reader. On page 93, Offred is witness to Janines confession of being raped. She doesnt comment on how the blame is placed on Janine. Is this because Offred has begun to accept the words of Aunt Lydia, or more likely, is she silent to create emphasis on the horrific deed The answer is easily satisfied when the reader finishes the novel. Offred must realize the injustices if she feels compelled to reveal her story on the tapes. She must grasp the importance of conveying the atrocities that were executed during the Gileadian area. Offred is representative of an average women also because she has experienced no great traumas. She isnt just ambivalent because of her tendencies but because she has been abruptly interjected into a new society. She is stunned and almost numb. She barely shows signs of life. She doesnt think there is any use to have a sense of hope. She thinks of the woman in her room before her. Her strong sense of life did nothing to help her earn her freedom. She received nothing from her quiet rebellions. Offred is also obviously the perfect narrator because she is a handmaiden. In this new system, almost a caste system, the role of being a handmaiden is not only of great importance, but is also considerably better than other positions, such as an unwoman, who cleans toxic waste in the Colonies. Because Offred is characterized as passive, and mostly compliant, she is not as much in danger as other characters. Moira, her friend from college and the previous life, is dynamic and full of life. She doesnt want to be held back, and her resistence causes her both trouble and distress. Janine, another character, is a brown-noser who uses flattery and praise to chieve a virtually impossible level of hierarchy with the Aunts among her peers. She has to sacrifice self-worth, though, and her admittance of fault in being raped is disgusting. The tense that Atwood uses is relative to the narrator also. The shifts from present to past are frequent. When an author causes the narrator to use past tense, the reader can generally conclude that the narrator knows the end of the story. This builds a sense of suspense. Using present tense allows images in the story to be more solid and realistic, compared to past life. Not all shifts in tense are used for the same reason. When Offred is speaking of Luke, she cant decide if she is in love with him, or if she was in love with him. Offred gradually reveals the story, which we are to eventually discover is on tape. Atwood elects to use leisurely disclosure in order to make the conclusion of the story more believable. The Historical Notes chapter causes the reader to re-examine the book, both mentally and manually. .u89e35edfa4f16e3999f224527e277278 , .u89e35edfa4f16e3999f224527e277278 .postImageUrl , .u89e35edfa4f16e3999f224527e277278 .centered-text-area { min-height: 80px; position: relative; } .u89e35edfa4f16e3999f224527e277278 , .u89e35edfa4f16e3999f224527e277278:hover , .u89e35edfa4f16e3999f224527e277278:visited , .u89e35edfa4f16e3999f224527e277278:active { border:0!important; } .u89e35edfa4f16e3999f224527e277278 .clearfix:after { content: ""; display: table; clear: both; } .u89e35edfa4f16e3999f224527e277278 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u89e35edfa4f16e3999f224527e277278:active , .u89e35edfa4f16e3999f224527e277278:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u89e35edfa4f16e3999f224527e277278 .centered-text-area { width: 100%; position: relative ; } .u89e35edfa4f16e3999f224527e277278 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u89e35edfa4f16e3999f224527e277278 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u89e35edfa4f16e3999f224527e277278 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u89e35edfa4f16e3999f224527e277278:hover .ctaButton { background-color: #34495E!important; } .u89e35edfa4f16e3999f224527e277278 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u89e35edfa4f16e3999f224527e277278 .u89e35edfa4f16e3999f224527e277278-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u89e35edfa4f16e3999f224527e277278:after { content: ""; display: block; clear: both; } READ: The Different Types of Charts EssayAs the reader recalls the jumble of thoughts, the bouncing back and forth between the present and the past, and the narrators ecisions to withhold certain details, they understand the possibility, though unlikeliness, that this could actually happen. Contrasts are important aspects in the narration of this novel. The obvious contrasts are between other characters, such as between Offred and Moira. There also are the images of past life that Offred creates. These contrast to the new institution of Gilead. Examples of the contrast are the womens rights rallies. Offred would attend with her mother and also Offreds smoking habit. Offreds memories are characterized with a sense of longing and contrast with Offreds calm tone hroughout the story. Atwood chose Offred also because of the slight transformation of Offred. Her perception of self and her sexuality has changed considerably. Offred had once had an affair with Luke before their marriage. This can be compared to the meetings that the Commander and Offred have, yet there is obvious discrepancy. When Offred used to meet Luke, there was one sole reason love. Offred meets with the Commander for the things that represent freedom to her; fashion magazines, silk stockings and lotion. The Commander is simply emphasizing his sense of power. Offred achieves Margaret Atwoods purpose in The Handmaids Tale. She shows the possibility of a society, due to radical feminism and conservative positions, where women are repressed. This is both a combination of past times and past movements, with a blending of suppression and the dangers of a patriarchal society. The negativity of such a society is clearly evident, and through the scholarly dictation in the Historical Notes, the reader can comprehend the possibility of a society. Offred narrates in the expected manner with passiveness and deliberate indifference.