International marketing SEAT a Case Study

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International Marketing

Coursework SEAT A CASE STUDY

SEAT

Introduction

Purpose

The purpose of this report is to analyse and critizise, SEAT's situation in 18, and consider strategic alternatives available to them at that time. In particular I am going to look at their Econosport concept and their move into the Foreign Market, including their breakthrough into the French Market.

Methodology

As this is a report based on a case study most information will involve secondary research, however it will be backed up by, analytical tools of marketing.

Profile

SEAT was formed in 150 as a joint venture between the Spanish Government and Instituto Nacional de Industria. SEAT operated as an independent company producing cars under licence to Fiat. This agreement allowed SEAT to enter the market at significantly reduced set up costs, which in turn reduced their level of risk. However, there were limitations to this agreement, SEAT did not acquire the required skills either in design nor management to take them beyond their agreement with Fiat. Their structure was unwieldy and it was not long before Fiat pulled the plug and SEAT found themselves in an extremely vulnerable situation. This spelt disaster for SEAT as the future welfare of the company depended on them identifying a strategy for survival.

SEAT - the case study

In order to make any strategic plan work, SEAT firstly had to identify factors in both their internal and external environments, which might have effected their ability to develop and maintain their strategic aims, the marketing environment can presents many opportunities and threats which can fundamentally affect all elements of the marketing mix.

SEATs Marketing Environment

The ford act passed in 17 opened up the market to much larger competitors such as Ford and GA which in turn, put pressure on smaller manufacturers like SEAT who were struggling in the short term for survival and in the long term to increase market share. Another factor to consider was the 17 oil crisis, this had brought about an economic crisis which had lead to market instability with no imminent signs of recovery. SEAT had no idea how this would affect the market in the long-term so had to ensure they adopted a strategy which would allow for adaptation should external forces require it.

Another key factor in the automobile industry, as in many others throughout the eighties, was the advancements in new technology. These advancement opened up supply networks, allowed for JIT procedures and TQM policies all of which allowed SEATs competitors to gain competitive advantage.

Internal Resourses

As previously discussed SEAT came out of the agreement with Fiat with literally no

technological know -how and a weak financial situation, this made the implementation of any strategic plan extremely difficult to achieve.

Competitor Analysis

An important issue for them to consider and analyse was the nature and role of competition. No company could afford to neglect what their competitors where doing and succeed.

The Threat of new Entrants was minimal, as to enter the market was extremely expensive and the economic crisis was not conducive to new entrants.

Threat of Substitute Products as SEAT targeted the lower more economically minded segments of the market there was a possible threat from motorbikes and mopeds, the intensity of this threat would strongly depend on which countries they would be targetting. Perhaps on some of the Spanish and Greek Islands the threat would be greater than on the mainland. Good research would indicate what segments these threats would be likely to effect.

Competitive Rivalry

SEATS main competitors were the Japanese manufacturers who were managing to significantly increase market share through the development of production techniques such as JIT and TQM, these techniques allowed them to significantly reduce their production costs which allowing them to increase the amount spent on added extras which would give them competitive advantage. It was to them that SEAT would look for inspiration in reducing overheads, which were extremely high. Other direct competitors targeting the same segments of the market as them were Fiat and Volkswagen, therefore strategic alliance with them would prove to be an extremely good move. However, they should have been asking themselves whether they could exploit weaknesses in other close competitors such as Peugeot and Citreon who were increasing their market share in Europe within the same segments as SEAT, research would have aided their ability to minimise their competitive advantage.

Bargaining Power of Buyers

SEAT automobiles were only sold in Spain, yet Spain had a relatively low market share in the automobile industry, therefore there was no immediate threat. However the opening up of export quotas became a consideration for future strategic planning.

Bargaining Power of Supplier

SEAT had set up their own network of suppliers, supplying them with the correct skills and facilities for production, therefore they would not have been seen as an immediate threat.

As a direct consequence of scanning their internal and external environments SEATs key strengths and weaknesses were identified as

Strengths

·They had more than adequate production facilities, if they could they be utilised better!

·Product Life Cycles were decreasing, this could be seen as either a strength or a weakness as it increased sales but also increased competition.

Weaknesses

·They had no distribution network of their own

·They had no technological know-how

·Their production facilities were overstaffed and expensive to maintain

·There had been limited investment in R&D therefore their product range was extremely poor and indeed losing market share

·They no brand name to trade on

Opportunities

·Spanish market was still there to be cracked!

·Globalisation had levelled the playing field taking away comparative advantage of competitors

Threats

·Japanese manufacturers continued to increase market share through advancements in technology

·Economic crisis had increased the level of competition

Once SEAT had performed their audit they identified their strategic objectives a and set about obtaining them. These included

1.To guarantee the survival of the SEAT company without breaking completely with Fiat technology.

.Develop a SEAT Technology

.Co-operate with multinational Groups.

In order to meet their strategy of survival SEAT opted to pursue a 'growth strategy' in Spain and to pursue a 'Diversification strategy' into international markets.

To achieve these goals, investment in both financial and planning terms would be high, therefore it was imperative that they follow a market entry strategy that would reduce the risk involved, yet provide them with adequate returns make company competitive.

For growth to be achieved in both the Spanish and International markets there had to be significant investment in product development. SEATs current range was losing market share and did not appeal to the home market therefore it would be foolish to move into international market with a product range that did not satisfy consumer choice. Before investment was made however, they would of used either the Boston Box or the Product Life Cycle to aide identification of products which were performing well, which products needed further investment and if indeed any products should have been deleted altogether.

There was no easy option for SEAT, all products in their range had suffered due to a lack of investment in R&D, they also had a poor quality image therefore, the decision was made to update all models including engines and components.

Agreements reached with Porsche, to fully design, and build Porsche engines, were seen as a way of improving SEATs reliability problems, as well as of attaining competitive advantage by capitalising on Porsches brand name. Along with further agreements with Guigiarto and Karmann for parts and components, SEAT began to build a marketing campaign based on reliability, allowing them to shed their image of 'cheap cars, cheap parts, poor quality' before entering the International market.

SEATs agreement with VAG proved to be the key factor in making their strategic plan work, in that it allowed them to transfer knowledge and technological know-how as well as increase production in their own plants thus, reducing overheads and gaining the economies of scale they so needed to achieve.

Further agreements with Fiat allowed them to develop Fiat brands, which they had previously produced with the exception of the Panda - which Fiat would reduce production of until SEAT took over in 186. This again allowed them to increase production, reduce overheads and implement JIT and TQM procedures, which were imperative if they were to be able to adopt a pricing policy of market penetration.

Their agreement with VAG, played a major part in the turnaround of SEATs fortunes. VAG purchased a 51% majority share in SEAT and undertook to meet the goals set in SEATs 181 strategic plan, those goals included the continued production of SEAT automobiles and diversification into international markets.

Pull factors for SEAT included a broader customer base, higher levels of profit and the ability to build a strong brand name. Push factors to be considered before going international included legislation of host countries, entry barriers, and of most importance the state of the market in those countries to be entered.

SEATs resources were still limited therefore their market entry strategy had to be tailored to suit their situation. The only option available to them therefore was that of licensing, a major strength of licensing is that it combines the skills and knowledge of the licensor with the local contacts and experience of the licensee.

Segments to be targeted included A compact cars, B - small cars, C -medium low range cars. Why not strive for D medium high range cars? this should have been considered in the long term as segment D had the potential for the highest level of profit per car sold.

World markets were analysed, as were the policies and standards applied by the competition before any decision was be made on which countries would be targeted. The decision to target Europe first was a sound strategic decision as SEAT had already begun the slow process of improving their company image, allowing them to gain a small market share. 18 saw the first exports take place through export agents and franchising as again these options limited the level of risk to SEAT should the markets entered not be successful. SEAT took great care in identifying importers for their products choosing only those, who were financially sound and had adequate resources for marketing their products. They achieved this with the co-operation of their franchisees, as they could aide in developing advertising campaigns, which were appropriate to the country and target market aimed for. Again resources were tight and SEAT chose to use promotions instead of costly advertising campaigns and hope that word of mouth advertising would help them achieve their corporate goals.

Another key aspect to developing their brand image was SEATs investment in customer service as this was seen as paramount to the companies future success.

SEATs pricing policy was that of market penetration in the first instance, however they tailored their price to the economic conditions of the segments they were targeting. This called for much environmental and competitor analysis but always ensured that their products were competitively priced in relation to their competitors offerings.

Summary

SEAT's options for survival were minimal, they had no capital, no resources and no skills regardless of their 0 years trading. Their strategic options therefore, were limited. To turn the company around they had to learn from previous mistakes, which I feel they did extremely well. They followed the strategic option of diversification and in doing so they researched their markets well, positioned their products to suit their market segments and adopted the only strategies for distribution which was open to them, i.e. exporting/franchising. Had they chosen to enter as wholly owned subsidiary or even by joint ventures the capital required would have limited their ability to invest in R&D, and New Product Development, which they knew was necessary for them to achieve their ultimate goal of survival.

The great care taken in the distribution of their vehicles showed that SEAT were serious about changing their brand image of a poor quality. Importers had to meet strict criteria set by the company limiting the amount of vehicles which could be sold, but the hope was that it would help create customer demand.

The only other option available to them at that time would possibly be a strategy of market penetration in Spain, this may have allowed them to gain a larger market share in the shortest possible time. However, this could have proved risky as they already had a poor quality brand image and it would have been even more difficult for them to develop a brand name that they were proud of.

SEATs Econosport Concept

SEAT identified that their products were not performing as well as their competitors, they still had not developed a brand name and research showed that no one was actively seeking to purchase a SEAT. Therefore they had to build a car that would prove attractive to the market and create consumer desire.

It was not sufficient to compete on price alone therefore they had to find other ways of differentiating their product offering from that of their competitors. However, they still had to think of the segments of the market they were competing in. It had to be economical to run yet offer added extras. Their aim was to create a model that consumers would want to buy for design not for cost. This in turn would allow them to create a 'Brand Name' .

After much research SEAT came up with the ECONOSPORT concept, economy but with the styling of a sportier model.

Hence, The IBIZA model was launched successfully in 184, and proved to be extremely attractive to the French and Italian markets allowing them to increase market share taking them one step nearer to achieving their strategic objectives set out in their 181 strategic plan.

Summary

The launch of the econosport concept identified well with what the consumer wanted, it was economical yet sporty and above all increased consumer awareness of the SEAT brand. This allowed SEAT to increase their market share in most European countries, but of most interest was that SEAT continued to lose market share in Spain, which confirmed that their strategic choice of internationalisation was the correct option for them.

One drawback however, was that it only appealed to one segment of the market, which was why the IBIZA was most successful in France, Germany and Italy as they purchased more small cars than the rest of Europe. To continue to build brand awareness in other segments SEAT should have identified with their consumers that there were still market segments in which SEAT was relatively unknown.

The French Market

France had the lowest market growth between 181 and 185 yet SEAT successfully achieved to not only enter the market but increase their market share from 0.1% to 1.% only two years.

The small to medium priced bracket was one of Frances most successful segments, therefore SEAT strategically placed themselves in the marketplace confidently, knowing they could deliver what the consumer wanted therefore they could create desire and stimulate action for their products.

This also allowed SEAT to adapt their pricing strategy accordingly making it more favourable to them, allowing an increase in profit per sale.

Successful marketing would also be much easier to achieve, building brand awareness, and increase their market share.

Summary

SEAT had researched their segments well, Germany, France and Italy all proved to be invaluable to them in achieving their strategic goals. The chosen entry methods limited their risk but reduced the profit available to them. A better strategic option would be to move into these segments as either wholly owned subsidiaries or as a joint venture. This would allow them to capitalise on their strengths within these market segments.

SEAT - Conclusion

SEATs recovery strategy can be seen as highly successful, they have created a successful Brand, and are now known as an International Company. They are also continuing to increase their market share in many segments but it is extremely important for them to continue to invest in New Product Development, as any advantage achieved through technology, can easily exploited by their competitors.

For future growth they should now be looking to other segments of the market, for instance Group D cars, as this would allow them to maximise profit margins and broaden their customer base.

Another option for growth would be to look at different entry strategies in markets that have proven to be. These could be as wholly owned subsidiaries, or and Joint ventures, this would allow them to develop good customer relationships, create brand loyalty and maximise profits.

Of most importance to any business however, is the need for ongoing research, In anticipating their competitors actions, they will be more likely to successfully achieve theirs.

Bibliography

SEAT A Strategy for Survival, Case Study, Marketing in Europe Case Studies,

Lecture Notes, Dr Omar, Napier University

Brassington F & Pettitt Stephen, Principles of Marketing, Chapter , Prentice Hall, Second Edition, 000

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911

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-11-01 and the New America

I was asleep in my mother's bedroom. I woke up to the sun's rays beaming through the window. I looked at the alarm clock to see how much more time I had left to get ready for school. I decided to turn the news on to check out how the weather was going to be that day. Even though it was rather warm, I was snuggled up in a fluffy comforter, I then plopped myself up to change channels. I decided to stay on Good Day New York because it gives a description of how the weather will be like in the morning, noon, afternoon, and night. The weatherman, Dave Price was declaring what a beautiful day it was going to be. Amidst the usual news anchor banterit was interrupted by footage of a black gaping hole in one of the Trade Towers. They explained that it was an airplane that crashed into it. The news then focused the camera to this smoking, flaming, and black hole. The news then began to interview witnesses. Some were being interviewed live and some were being interviewed on the phone. I recall one of the witnesses saying that she noticed that the plane was flying unusually low and believed that the pilot was in danger. In the background was the sound of the fire truck's siren going off. The news reported that the FDNY were evacuating people. I was thinking to myself that luckily I did not know anybody who was working in the World Trade Center. I was glued to the TV, then out of nowhere while the news was focusing on the shot of the Trade Towers another airplane was in sight in slow motion about to hit the unharmed Tower. Channel Five's reception soon faded to black and white snowflake. I tried to change to other channels, but the only one I received (I had no cable at that time) was channel two. I thought to myself, I just witnessed something unimaginable. I did not even attempt to go to school because I just pictured myself being trapped under the subway and being left to die. I kept watching the news which was my only form of information at the time. I then tried to call my boyfriend on his cell phone but I could not get through. Instead I text messaged him and moments later he text messaged me back saying that school was being evacuated. The world is going to end I thought. Moments later, the news reported that the Pentagon was hit and that another plane crashed in the field that was supposedly heading to the White House. Then surprisingly the Trade Tower had collapsed and soon the other one would collapse as well. The faces on the news anchors were grim and were shocked with disbelief.

The news media immersed society with any breaking stories of rescue stories, terrorist backgrounds, etc. Society was fed 4 hours of news. The news on TV was my number one form of media. I mostly stayed home with my family that week. I recall my aunt desperately wanting to buy the New York Times because she wanted to keep it as a memory. She said she looked everywhere and all newspaper stands sold out of it. Everybody wanted to get that piece of paper that was to be written in our history books. Everybody wanted to keep that documenta proof that this horrendous event actually occurred. I never recall in my life never watching so much news in my life. What really stands out in my mind is how the media showed an image in which Middle Eastern people, be it adults, and children cheering and celebrating for what took place in the U.S.. I was sick to my stomach and filled with anger when I saw this horrible image. I think any red-blooded American wanted to enlist in the army and partake in the war against terrorism. Society in the first month was in my view was somber, and reflective. Everybody was grateful to be alive and wanted to enjoy the company of their family and friends. Society also became patriotic. All houses were filled with American flags, stickers, and red and white blue ribbons. Cars that were riding by advertised little American flags. The Fourth of July was not even remotely that patriotic. I noticed that people were friendlier and warm-hearted. There was a candle vigil that took place and most of the tenants came out to light candles and reflect. After this vigil, the tenants were opening up and talking about -11. We discussed what the news reported which was the missing people report increasing day by day. One elderly woman wished that they could send all the Muslim people back to their countries, and then a middle-aged woman said that was unconstitutional and impossible. Everybody was open and more sharing when before we did not even talk to one another.

Another change that took place was censorship. Hollywood wanted to push back dates for upcoming movies that dealt with plots concerning terrorism and explosion. It was as if they wanted to shield and protect us from reality. The entertainment industry wanted us to escape from the reality that we were suffering. The news reported anthrax scares and unsuccessful rescue missions. The upcoming Spiderman movie was reported to edit out the scene which Spiderman was hanging on one of the Trade Towers.

The entertainment media helped us in our time of need. I remember David Letterman's first show with Dan Rather as his guest was memorable. All the feelings that they were feeling were the same as ours. The shows melancholy and somber mood helped us to reflect and heal. Another show that also helped us heal was Saturday Night Live. In this episode Rudy Guiliani, NYPD, and FDNY helped us to move on. The boss of SNL asked the former mayor, Can we be funny?, and Guiliani said, Why start now? I believe the entertainment media helped us to move on and influence our moods. Soon after that TV was getting back to normal, bomb plots and all. As the months have gone by people moved on and lead their original lives. Personally I have become more alert and careful, and I believe that some people also feel this way. But as of right now, people have moved on and things have gone back to normal. I observed that most people do not want to dwell in the past and want to enjoy their lives. Most do not like to hear news of war on terrorism and would like to escape what is really going on outside the U.S..

People's sense of the future now is that they want to be with their family and friends more. They feel lucky to be still here and that everybody wants everything to be normal so they can enjoy life. American values seems to mean respect, honesty, and justice. It could mean to go to war to protect our American values.

Changes in society such as the emergence of dishonest CEO's, the sexual immorality of trusted priests, bribes that political figures received, and companies such as Enron did not parallel with our American values so they were reprimanded. The society before -11 took place were stories were sex scandals of political figures, and mostly pop culture, fluff as they call it. The society and the media have changed in some ways since -11. But at the present time all forms of media is slowly beginning to go to -10 fluff. But as presently stated before, people in society do not want to dwell on it and be nervous and morbid human beings. In conclusion media greatly influenced our society in many ways, it helped us to reflect our moods and to heal as well. Media also immersed us in so much reality that it caused us to use another type of media which was to escape reality. I never knew the media had such a great influence in society.

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Macroeconomics

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There are numerous reasons for introducing a common currency. For most EU countries today, the majority of international trade is with other EU members. The euro-zone will become an area of monetary stability in Europe. The new currency removes exchange rate risks from the internal market, cuts the costs of transactions and encourages firms to trade across national borders. It also forces EU states to adopt responsible economic policies that contain inflation and increase real living standards.Currency unions have collapsed in the past. There is no guarantee that EMU will be a success. Indeed the Euro may be a recipe for economic stagnation and higher structural unemployment if the European Central Bank pursues a deflationary monetary policy for Europe at odds with the needs of the domestic UK economy.

It is quite possible that the monetary union will not be sustainable; countries that discover themselves to be in difficulty may cancel their membership and re-establish an independent currency and an inflationary monetary policy. The example of Ireland's departure from the sterling currency area suggests that leaving a currency union is beneficial, rather than joining one.

In theory, a currency union can offer economic benefits but only under fortunate circumstances. The lack of exchange rates removes a very effective mechanism for adjusting imbalances between countries that can arise from differential shocks to their economies. History demonstrates that well-chosen devaluations can help an economy out of difficulties the UK should retain this option.

In a recession, a country can no longer stimulate its economy by devaluing its currency and increasing exports.

The EMU is a step in a process that will cut Europe off from the rest of the world. It is bureaucratically motivated a further advancement for European policy makers.

Entry would mean a permanent transfer of domestic monetary autonomy to the European Central Bank implying giving up flexibility on exchange rates and short-term interest rates. Domestic monetary policy would no longer be able to respond flexibly to external economic shocks such as a rise in commodity price inflation.

The UK is thought to be more sensitive to interest rate changes than other EU countries in part because of the high scale of owner-occupation on variable-rate mortgages in the UK housing market. Joining a currency union with no monetary flexibility requires the UK to have more flexibility in labour markets and in the housing market. The UK rented sector is too small to be a flexible substitute for owner-occupation. The UK has instituted within the Bank of England a very effective apparatus for managing interest rates. The EMU will remove this policy lever, along with removing the opportunity for exchange rate policy.

Substantial fiscal transfers will be needed for poorer countries within the EU along with a more activist European Regional Policy to reduce structural economic inequalities. The UK might not feel able to afford such large-scale intra-European transfers.

The lack of any coordination between European monetary policy, emerging from a committee of central banks, and European fiscal policy, emerging from a committee of finance ministers, will further lessen the possibility for alleviating local economic difficulties. This can be shown with the South-North migrations of millions of American and Italian citizens in the early years of their currency unions.

The Euro will not be an optimal currency area the European economies have not converged fully in a real structural sense and at some stage in the future, there is a fear that excessively high interest rates will be set because of an inflationary fear in one part of the zone which is unsuited to another area.

There are economic costs and risks arising from losing the option to devalue the domestic currency in order to restore international competitiveness. This might lead to growing social dislocation and rising economic inequality within the European Union.

There are fears about which countries might dominate the workings of the Central Bank and the effects on monetary policy within Europe if there are different inflation psychologies between member nations.

There are obvious structural differences within the countries of Europe so, even if EMU begins in a state of convergence, economic shocks, such as crisis of supply of primary products, will lead to imbalances and there will be no mechanism to restore the balance.

Since there will only be a Europe-wide interest rate, individual countries that increase their debt will raise interest rates in all other countries. EU countries may have to increase their intra-EU transfer payments to help regions in need.

It may prove more difficult to sustain a currency union than to begin one. The EC tax revenue is only 1.5% of the gross domestic product, which is an insufficient basis for an effective system of re-distributive taxation. In the event of differential prosperity within Europe there can be no confidence that the more fortunate countries will permit a greater degree of re-distribution. For so long as the UK market structures remain susceptible to bouts of inflation, the move to a low European interest rate regime could prove to be very damaging.

There is no reason why the UK should not continue to attract foreign capital inflows even if initially outside the new currency arrangement.

Adjusting to a new European currency will involve substantial costs for businesses and banks. Adjustment to economic divergence by migration of labour or capital will be costly; there is no clear EC commitment to relieving these costs.

Consequences

·The erosion of national economic sovereignty is the overriding argument against the euro. Once we join, we will no longer set our interest rates, in line with the needs of the national economy, and sterling will no longer be a key adjustment mechanism. The consequences could be very damaging instability, lower growth, higher unemployment and economic decline.

·Euroland is not an 'optimal currency area'. For a monetary union to be successful, the following key conditions must be satisfied wage flexibility, labour mobility, and a sufficiently large central budget to compensate countries and regions that are disadvantaged. Unless these conditions are broadly met, the costs and drawbacks of a single currency could greatly exceed the benefits. When one examine these conditions, it is clear that Euroland is not an 'optimal currency area'. The labour markets are fairly rigid, labour mobility is limited, and the central EU budget is less than 1.% of GDP.

·If the UK joins the euro, failure to adjust may have adverse consequences. If, once inside the euro, the UK experiences a shock, or underperforms the others in term of productivity or unit labour costs, the economy may suffer reduced growth and higher unemployment.

·Joining the euro will be costly for many businesses. If we join, the physical conversion from sterling to euros will involve sizable costs, particularly for banks and retailers. The Government is unlikely to cover most of these costs. In many cases the businesses affected will be SMEs, which will not derive direct benefits from the adoption of the euro.

·A one-size-fits-all monetary policy is harmful. Given the lack of real convergence in Euroland, it is highly likely that cyclical trends and pressures will often vary considerably as between different members. Therefore, a common interest rate that may be appropriate for Euroland as a whole will be the wrong rate for some individual members. This fact partly accounts for Euroland's poor growth performance since 1, particularly that of Germany.

·Short-term interest rates, home ownership, and mortgage lending are relatively more important in the UK than in Euroland. Although more UK lending is now longer term and at fixed rates, a large proportion of lending (both to individuals and businesses) is still based on short-term, floating, interest rates. Consequently, changes in monetary policy could have a more unsettling and destabilising effect on the UK; and, because UK home ownership is relatively large, interest rate rises could generate adverse political reactions.

·Inside the euro, structural rigidities are more likely to spread to the UK. The euro will undoubtedly encourage greater tax coordination and more centralisation in various policy areas. However, the main reason why the UK has accepted measures such as the social chapter or the working time directive has been our membership of the EU, rather than of the euro. If we remain more flexible and competitive than our trading partners, the euro may benefit us and the UK could be a successful member.

·If we join, the UK may be affected by Euroland's huge pension liabilities. Though UK pension liabilities are fairly modest, Euroland's huge liabilities may have adverse long-term effects on the UK. While the UK cannot be forced to finance German or Italian pensions, we may suffer through higher interest rates.

·Inside the euro, the 'growth and stability pact' will hamper the UK. This pact, which constrains the euro's members' fiscal freedom, will be particularly harmful for the UK. The Government's fiscal plans, to finance much of its ambitious increases in public investment through borrowing, will conflict with the pact; but these plans are justified, given the UK's low public debt.

·Joining will create serious risks for sterling. One major risk is that we may lock ourselves into the euro with a grossly over-valued exchange rate, thus exposing the British economy to a competitive disadvantage. Alternatively, in order to avoid this risk, the authorities may try to weaken sterling deliberately and, in doing so, cause inflation and economic instability.

·The Bank of England's MPC is better structured, more effective and more transparent than Euroland's ECB. The record of the ECB has been poor. It has shown a deflationary bias and, in the face of a major global downturn, it has eased policy too little and too late. If we join the euro, the UK will have to accept an inferior monetary framework.

Conclusions The issues involved are clearly very complex. Joining the euro entails massive risks. Equally, staying outside the euro permanently also involves serious dangers. The immediate risks, resulting from losing the ability to set our interest rates in line with our own needs and locking sterling permanently, must be weighed against the more long-term benefits produced by greater exchange rate stability and increased competition and dynamism unleashed by the euro.

However, the Government's insistence that the decision will be determined only by economic considerations lacks credibility. For some people, the most powerful argument against joining is the fear that it may lead to political union. For those supporting entry, many of the economic risks of staying out (e.g. discriminatory rules and adverse effects on foreign investment) are equally driven by politics. Ultimately, only wider political considerations, including a 'vision' of our long-term role in Europe and an assessment of the implications of staying outside permanently, may eventually persuade the British people to join.

Employment

Any major change like this will affect employment. In the short term some roles will disappear before others begin to arrive. In the longer term a more stable currency can mean more stable employment...

...in the 180s jobs were lost in the U.K. due partly to the low value of the pound. Raw materials became expensive and many manufacturers had problems or closed down completely

...in the 10s jobs were lost in the U.K. due partly to the high value of the pound. Finished products were hard to sell overseas and many manufacturers had problems or closed down completely

Houses, Mortgages, Interest Rates

Its a simple fact that at the launch of the euro the basic interest rate for those in the euro is less than half that of the U.K.. Companies and home owners in the U.K. have been paying two or three times as much interest as other europeans. If you pay a mortgage or loan just think how much that is per month...

So what would happen if we joined? Based upon Ireland (a similar situation) those already owning property will be able to get more when they sell, and those already paying mortgages will be paying less

And for those about to take out a mortgage? As house prices rise so will the (reduced) mortgages until a new state of balance is achieved. Even then it is unlikely that the amount paid per month for a given property will be much, if any, more than that paid today

A single interest rate across the whole euro-zone cannot be appropriate for the diverse economies involved. Even in the UK, the Bank of England has been criticised for ignoring the needs of some regions in setting its interest rates.

Savings

Savers may have to look for alternative ways of making their money work for them. Instead of taking part of the high interest rates charged to borrowers they may be led to invest some of their money in local enterprises. This, along with more affordable borrowing, could help generate employment and better prospects. So perhaps its not so bad after all

Euro Won't Help Trade

Recent research by Christopher Taylor, former Chief Adviser in the European Division of the Bank of England, suggests that the UK would suffer a marked increase in volatility on trade with the rest of the world as a result of joining the euro.

Monetary integration in Europe has led to polarisation of the euro exchange rate against the dollar. Membership of an enlarged euro area which included the UK would be likely to result in the UK experiencing twice as much volatility against the dollar as it does at present. How the euro's polarisation against the dollar would affect the UK if it joined the euro depends crucially on what weight is given to different trading partners. Joining the euro would only reduce Britain's exposure to currency volatility by a third.

Increasing intra-firm trade. The proportion of trade done between different national units of the same company is increasing with the growth of large multinational firms. This increases the opportunity for so called natural hedging where exchange rate risks on a trade are offset by equal and opposite risks on trade in the reverse direction.

All of the supposed benefits of the euro for exporters have to be offset against the cost to exporters themselves in terms of increased domestic instability. The UK would be likely to experience greater volatility of output, inflation and unemployment in the Eurozone. This increased domestic instability would harm exporters along with the rest of the economy.

Failure to join and inward investment fears that failure to join the euro will hurt jobs by curtailing inward investment need to be assessed with care. There are already signs that inward investment to the UK has been falling since the birth of the euro and looks set to fall further the longer the UK remains outside the eurozone. However, the impact of this will ultimately show up in lower productivity and living standards than would otherwise be enjoyed, rather than jobs. The labour market will over time adjust to any loss of jobs resulting from lower inward investment, with alternative jobs being created. But the economy overall will suffer because inward investment generally introduces state-of-the art plant and machinery, up-to-date management techniques, and higher skilled, higher wage jobs.

Single market

The single market came into force in January 1, establishing the free movement of goods, people, services and capital.

The Treaty of Rome which established the EEC in 157 had set its sights on creating a common market. That came into being in 168 with the creation of a customs union.

But it took much longer to take the leap towards a single market.

The Single European Act, signed in 186, finally set a deadline of 1 for the single market to be up and running.

It also streamlined the decision-making process to take account of successive enlargements and to speed up legislation to implement the single market.

In the end, the single market was launched on 1 January 1, though some of the legislation was still not in place.

The single market set up four freedoms

·Goods companies can sell their products anywhere in the member states and consumers can buy where they want with no penalty.

·People citizens of the member states can live and work in any other country and their professional qualifications should be recognised.

·Capital currencies and capital can flow freely between the member states and European citizens can use financial services in any member state.

·Services professional services such as banking, insurance, architecture and advertising can be offered in any member state.

5 criteria for joining the euro?

1.Sustainable convergence between Britain and the economies of a single currency;

including

omonetary transmission mechanisms

othe housing market

onational business cycles

osustainable real exchange rate

.Whether there is sufficient flexibility to cope with economic change;

including

olabour markets

oadjustment mechanisms

ofiscal policy as an economic stabiliser

.The effect on investment;

including

othe cost of capital

othe impact of joining on different economic sectors

4.The impact on our financial services industry;

including

owhy financial services companies are located in cities like London and Edinburgh

5.Whether it is good for employment;

including

othe euros impact on external trade

olessons from American monetary union

othe stability and growth pact

oprice differentials in the euro zone

The Treasury and the Bank of England have about 0 officials undertaking an assessment of the five tests. They are due to reach their conclusions by June 00. This is probably well before any potential problems due to the single currency could surface. A really adequate assessment would need to cover the working of the euro over the whole economic cycle.

It is reported that the House of Commons Treasury Select Committee will undertake an investigation of the five tests in Summer 00.

Please note that this sample paper on Macroeconomics is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Macroeconomics, we are here to assist you. Your cheap custom college paper on Macroeconomics will be written from scratch, so you do not have to worry about its originality.

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The Facts and Fiction Behind Marijuana Use

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In America today, marijuana is the most commonly used illegal drug. The name marijuana is a Mexican slang word, which became popular in the 10's, which refers to the medicinal parts of the cannabis plant. Marijuana is a green, brown, or gray mixture that is created through drying the leaves and flowering tops of the cannabis plant. The potency of marijuana differs depending on what part of the plant is used. There are more than 00 slang terms used to describe marijuana. Some of the more popular street names are weed, pot, herb, grass, Mary Jane, boom, gangster, and chronic.

Marijuana can be consumed several different ways, such as smoking it, eating it, or drinking it. The most common method of marijuana ingestion is by smoking it. It is the quickest yet it is also the least effective means of consuming the drug. There are different ways of smoking marijuana; a person could smoke a joint, a blunt, use a pipe, or a bong. Joints, or as it is commonly called the marijuana cigarette is a very common way of smoking marijuana. Basically, the marijuana is put inside a paper, and it is rolled into a cigarette like shape. A pipe is a very easy way to smoke marijuana- it is pretty much the same as smoking a pipe of tobacco. A blunt, is a tobacco cigar that has had the tobacco scraped out of it and it is instead filled with marijuana and smoked this way. With a bong, the marijuana is put in a bowl and lit and the smoke passes through a tube and it goes through water where it is cooled and filtered. To eat marijuana one cannot simply eat the grass plain, but it must be heated so that the cannanbinoids become active. Marijuana is usually sauted in butter and use it in any way one would use butter. If one is making this mixture of marijuana and butter it usually has a ratio of about one stick of butter to an eighth of an ounce of marijuana. To drink marijuana users usually mix it with alcohol of high proof such as 10 proof grain. After putting the marijuana in the alcohol it takes two to three weeks for the cannanbinoids to filter out.

Any type of marijuana alters the way the mind works. They all contain delta--tetrahydrocannabis, known as THC. The effect that marijuana has on a person depends on the potency of the THC. Classified as a mild hallucinogen, marijuana has a variety of short-term effects on different people, depending also on the mood they are in or their social surroundings. It may make a person feel carefree and relaxed and cause them to laugh uncontrollably for no apparent reason. The drug may also have the opposite reaction. The person may enter into a dreamy state where their different thoughts flow together and they have a sudden mood change from being happy to a state of depression, tension, and fear. Among friends and in a secure location the person who is taking the drug is more likely to experience a pleasant feeling. When tense or depressed of the location the person is in marijuana may be a cause of further depression. Other factors that that determine how the drug effects a user are the users experience, what the user expects to happen, and whether the user is drinking alcohol or using other drugs. Some people may not feel anything after smoking marijuana. Additional short-term effects of marijuana include a loss of the sense of time and space. Minutes turn into hours and objects that are close by may seem far away. Marijuana also reduces memory, judgment, and coordination, but only until the effects wear off. Marijuana also triggers an increase in appetite. This sudden crave for food and drink can be referred to as having the munchies. While smoking marijuana the user experiences increased heart rate. The effects of marijuana last for two to five hours if smoked and for up to twelve hours if they were eaten or drunk.

Long-term effects of smoking marijuana while not being proven have been found that after regular use marijuana or THC may play a role in certain types of cancer. Since marijuana contains some of the same cancer causing agents as that found in tobacco smoke smoking five joints a day may have the same effects on a person as if they had smoked a full pack of cigarettes. Smoking marijuana may also affect a person's respiratory system such as coughing and wheezing, and chest colds. They are also at greater risks or contracting lung diseases such as pneumonia. Another long-term effect of marijuana may also be damage to cells and tissue in the body that are part of the immune system. With the immune system weakened a person is more likely to become sick. Also marijuana is thought to be a gateway drug, or a drug that leads people into the use of worse drugs that are extremely addictive such as cocaine or heroine. Despite the pending issues involving the bad effects of marijuana, the drug has never caused a death. One cannot die from an overdose of the drug, because if a person actually takes more than their body can handle (which would be a lot), they would begin to throw up.

A very controversial issue that has been raging in the United States for a while is one involving the legalization of marijuana for medicinal purposes. In 170, under the U.S law marijuana was made a Section I controlled substance. In other words, in the smoked form, marijuana has no commonly accepted medicinal purposes. THC, the most potent chemical in marijuana has been created into a pill that is available as a prescription. THC is used to treat cancer patients that experience nausea and vomiting, and helps AIDS victims to eat and maintain a healthier weight. Marijuana is also beneficial to a person who has glaucoma. Marijuana is also thought to help those that suffer from migraine headaches. The idea of legalizing marijuana for medical purposes has its pros and cons as do all controversial issues. Several states have legalized the use of marijuana for medical purposes as you can see below

Compared to other drugs, marijuana is relatively cheap and easy to come by. For a gram of high quality marijuana, the price is about $15 dollars.The drug costs around $60-400 dollars per ounce depending on quality and strains. For all hydroponicly grown types marijuana the cost is about $,000-,000 dollars per pound.

Often confused are the drugs, marijuana and hashish. Hashish is made from resin extracted from the flower clusters and top leaves of the marijuana plant, while marijuana is cheaper, less potent and is obtained from the cut tops of the cannabis plant. Hashish is created by concentrating the resin from marijuana, and it is much more potent. Hashish contains the active ingredient, THC as it is in marijuana. The price of hashish is also $15 dollars per gram, but the mass of a gram of hashish is less than that of marijuana. Hashish is usually smoked or eaten. There is a special type of pipe for smoking hashish called a glass hash pipe. It is used the same way as a regular pipe except instead heat is applied to the bottom of the bowl. While eating hashish, it can be sauted like the marijuana and it is often made into brownies. Hashish is intoxicating and produces feelings similar to that of marijuana, often times euphoria. An extract of hashish, hash oil, is even more powerful than hashish. In the United States hashish is an illegal substance and it has no accepted medical use.

Please note that this sample paper on The Facts and Fiction Behind Marijuana Use is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on The Facts and Fiction Behind Marijuana Use, we are here to assist you. Your persuasive essay on The Facts and Fiction Behind Marijuana Use will be written from scratch, so you do not have to worry about its originality.

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Shakespeare's Romeo & Juliet

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Shakespeare wrote 'Romeo and Juliet' in 15 but he obtained much of his material form earlier sources. People often wonder whether the story of Romeo and Juliet is true. In thirteenth-century Italy there were two Italian families, the Montecchi and the Capelletti, but the Montecchi lived in Verona and the Capelletti lived in Cremona, sixty miles away. The story of two young lovers from opposing families was very popular in Italian and French myths and folktales. Shakespeare based 'Romeo and Juliet' principally on Robert Brooke's 'The Tragicall Historye of Romeus and Juliet' (156) which is a poem that found inspiration in a French translation of a story by the Italian writer Matteo Bandello.

The story of Romeo and Juliet is about two young lovers from opposing families. They are not allowed to be together and in the end their love is so strong that they would rather kill themselves than live their lives apart.

At the time when Shakespeare wrote the play, current events included plague and civil war. These are shown in the play. For example, Mercutio says, 'a plague on both your houses' just before he dies, and the letter from Friar Lawrence does not get to Romeo because the plague prevents the transport of it. Civil war is reflected by the hatred between the Montague and Capulet families, with other people becoming involved in the quarrel.

The play of 'Romeo and Juliet' has lasted so long because it has a truth in human experience. In every age lovers have been divided by such things as religion and politics. The play is still appreciated and enjoyed because human nature does not change. In the play, Shakespeare portrays the idea of arranged marriages through the actions of Capulet, who treats Juliet like a possession. Shakespeare presents Romeo as a young man who treats Juliet as an equal and, at times, as a superior to him. This shows differing attitudes towards relationships and love.

Shakespeare's tragedy of star-crossed lovers has inspired generations of leading artists. 'West Side Story' was inspired by the play, as was the Minnesota Opera production of 'The Capulets and the Montagues'. Classical ballets by Lambert, Prokofieff, Ashton and Tudor have also been inspired by the famous love story. Baz Luhrmann modernised 'Romeo and Juliet' in 16 and, in 18, the film 'Shakespeare in Love' was made, which grounds the origins of the play in a fictionalised romance of the young Shakespeare himself.

The section of Act 5 Scene that we are using for the assignment begins with Balthasar saying that he is going to hide nearby because he doubts Romeo's intents. The stage direction simply says 'Aside'. This shows that Balthasar is talking to the audience. Straight away we can see an example of how Shakespeare includes us in the action. The fact that Balthasar doubts Romeo's intentions gives us the impression that something bad is going to happen. Romeo speaks next.

'Thus I enforce thy rotten jaws to open,

And in despite I'll cram thee with more food.' (5..47-48)

This accompanies the action given in the stage direction 'Romeo begins to open the tomb' and lets the audience know that Romeo is planning to kill himself inside the tomb.

When Paris sees Romeo in line 4 it is very dramatic because it is a secret that Romeo is back in Verona. Romeo is breaking the terms of banishment and is now challenged by Paris who he does not know. This idea of unknown identity is used throughout the play; the most important part being when Romeo and Juliet meet and do not know that each is the child of their enemy. Lines 4-5 show Paris speaking to the audience as he lets them know his opinion about Romeo. This is good stagecraft by Shakespeare because it builds up to the fight that begins in line 70. As all this action is happening outside the tomb we must keep in mind that it is night time. This adds to the dramatic effectiveness because there will be shadows. The fight scene between Romeo and Paris creates suspense by delaying the entry of Romeo into the tomb. The audience knows that Juliet is going to wake up very soon and if the fight goes on long enough then she may wake up before Romeo has chance to kill himself. In line 71 Paris' Page exits to call the Watch. This creates suspense throughout this section of the scene because there is the threat that the Watch might arrive at any time.

In line 7 Romeo kills Paris, still not knowing who he is. In line 75, Romeo realises it is Paris when he sees his face. In line 81 Romeo says 'O give me thy hand,' showing that he feels regret for having to kill Paris. In line 87 Romeo says

'Death, lie thou there,…'

This accompanies the stage direction 'Laying Paris in the tomb'. The tension of the scene outside the tomb is diffused by the death of Paris.

Inside the tomb there is great tension as Romeo almost guesses that Juliet is not dead.

'Death hath not sucked the honey of thy breath,

Hath had no power yet upon thy beauty' (5..-)

'Ah, dear Juliet,

Why art thou yet so fair?' (5..101-10)

When watching the play, the audience may have wished to shout out to tell Romeo that his wife is not dead. Romeo's long soliloquy creates suspense through delaying his suicide. There is tension as we wonder if Juliet will wake up before Romeo kills himself. The action in lines 11-115 reminds us of the love between Romeo and Juliet

'Eyes, look your last!

Arms, take your last embrace! And, lips, O you

The doors of breath, seal with a righteous kiss

A dateless bargain to engrossing Death!'

Lines 116-10 show Romeo picking up the poison and drinking it. In line 10 Romeo dies after speaking his last words 'Thus with a kiss I die.' The tension diffuses because there is now no chance of Juliet waking up before Romeo dies. However, there is now the question of 'What will happen when Juliet does wake up?'

The next part of the scene shows the entrance of Friar Lawrence. He is carrying a lantern. This tells us that it is night, which adds to the drama. Friar Lawrence is delayed from going straight into the tomb by the conversation between himself and Balthasar. This is good stagecraft by Shakespeare because it delays the suicide of Juliet and distracts the audience to separate the climaxes in the scene. Friar Lawrence finally enters the tomb in line 14. In line 146 'Juliet rises'. In line 147 Friar Lawrence says 'The Lady stirs.' Again, this is good stagecraft because it gives the audience two chances to know what is happening. This would be important when the play was being acted on stage because some people in the audience may not be able to see Juliet. Shakespeare lets the audience know the important parts. In a film, the actor would not need to speak because there would probably be a close-up of Juliet, showing her reaction.

After Juliet speaks in line 150, the stage direction 'Noise within' creates dramatic suspense. In line 155, Friar Lawrence tries to hurry Juliet away from the tomb

'Come, I'll dispose of thee'

When Juliet will not co-operate, Friar Lawrence decides to save himself (Line 158-15).

'Stay not to question, for the Watch is coming.

Come go, good Juliet, I dare no longer stay.'

This shows a change in Friar Lawrence's character because before he was willing to marry Romeo and Juliet but now he will not face the consequences of his actions.

In line 161 Juliet takes the cup from Romeo's hand. This relates back to when Romeo drank the poison and suggests that he poured it into a cup. In line 164 Juliet decides to kiss Romeo, hoping that the poison left on his lips will be enough to kill her

'I will kiss thy lips,

Haply some poison yet doth hang on them,'

The kiss that Juliet gives to Romeo is a suicide kiss, not a lovers' kiss. There is then suspense as the Captain of the Watch calls from within the tomb. Juliet is rushed into her decision as she takes Romeo's dagger (line 16) and stabs herself (line 170). The stage direction 'Falls on Romeo's body and dies' shows their closeness, even in death. Through this section of the scene, Shakespeare uses stagecraft with the way in which he introduces the Watch. Friar Lawrence is scared by their arrival, allowing the audience to see a different side to his character, and there is tension because the Watch do not see Juliet before she kills herself, so this poses the question of who killed who.

In Luhrmann's film version, Friar Lawrence is not present in the tomb during the death of Juliet. I think that this was done to make the scene more romantic and touching to the viewer because there wasn't the presence of a 'third party'. Also in the film, Juliet wakes up just as Romeo drinks the poison. This is emotionally effective because Romeo and Juliet see each other alive one last time. Romeo dies and Juliet picks up his gun and shoots herself. This is very dramatic because Luhrmann has put the two main climaxes together.

Shakespeare not only dramatises the deaths of Romeo and Juliet through the actions of the characters, but also through the language he uses.

In lines 45-48 Romeo addresses the tomb by using the words 'thou', 'thy' and 'thee'. Line 45 is an example of oxymoron

'thou womb of death,'

The Elizabethans enjoyed clever use of words such as puns, oxymoron, and poetic imagery so here Shakespeare is using his language to appeal to the audience. Shakespeare makes use of oxymoron throughout the play, especially when Romeo speaks in Act 1 Scene 1 Lines 167-17, using such images as 'loving hate', heavy lightness', 'bright smoke', 'cold fire', and 'sick health'. In this concluding scene, use of oxymoron represents the opposites that the whole play has been about. Line 46 shows echoes of earlier in the play

'Gorged with the dearest morsel of the earth,' (5..46)

'Beauty too rich for use, for earth too dear' (1.5.46)

In both cases Romeo is expressing how dear Juliet is to him.

When Paris speaks in line 57 there is dramatic irony.

'Obey and go with me, for thou must die.'

It is in fact Paris that ends up dead.

Lines 66 and 67 of Romeo's speech are a rhyming couplet. Here, Shakespeare may have wanted to make it appear that Paris was going to leave by using the rhyme as a conclusion to the speech between Paris and Romeo. However, Paris speaks again, which gives the audience the feeling that there will be trouble.

In line 8 Romeo says

'One writ with me in sour misfortune's book!'

This is a metaphor for Paris and echoes (1..88) when Lady Capulet speaks of Paris as a book

'This precious book of love, this unbound lover,'

Line 8 uses an oxymoron 'triumphant grave'.

In Line 84, Romeo questions his choice of word and decides that it is not a grave because Juliet is there to make it beautiful.

'A grave? O no, a lantern, slaughtered youth;

For here lies Juliet, and her beauty makes

This vault a feasting presence full of light.'

The ideas of 'lantern' and the vault being 'full of light' echo the images that have been used throughout the play, especially when Romeo has being referring to Juliet.

'O she doth teach the torches to burn bright!' (1.5.4)

In Luhrmann's version of the film, Juliet lay in a magnificent state in the cathedral, bathed in the light of thousands of burning candles. This shows the idea of 'light in death'.

In lines 88- Romeo personifies death as being powerful. Line

'Death, that hath sucked the honey of thy breath,'

is followed by

'Hath had no power yet upon thy beauty'

Here, Romeo may be saying that Juliet is stronger then death. Lines 5-6 create the effect of suspense.

'(beauty's ensign yet)

Is crimson in thy lips and in thy cheeks,

And Death's pale flag is not advancɨd there.'

Romeo is saying that Juliet looks alive to him, but still he does not guess that she really is.

In line 7 Romeo says 'Tybalt, liest thou there…'. This echoes Juliet's lines 'Where bloody Tybalt, yet but green in earth,

Lies fest'ring in his shroud…' (4..4-4)

Shakespeare uses many rhetorical questions in Romeo's soliloquy such as

'Why art thou yet so fair?' (5..10)

These create drama as they delay Romeo's suicide and keep the audience in suspense as they wonder whether he will figure out that Juliet is not dead.

When Romeo meditates on the fact that

'unsubstantial Death is amorous,' (5..10)

this echoes earlier lines spoken by Capulet about Juliet

'Hath Death lain with thy wife. There she lies,

Flower as she was, deflowered by him.

Death is my son-in-law, Death is my heir,

My daughter he hath wedded.' (4.5.6-)

In these lines Capulet is saying that Death has taken Juliet to be his wife. This idea is echoed in 5..104-105 when Romeo says

'(Shall I believe

That unsubstantial Death is amorous,)

And that the lean abhorred monster keeps

Thee here in dark to be his paramour?'

In lines 106-108 Romeo says that he will stay with Juliet to protect her from the 'monster' Death. This is very romantic and shows the strong love between them. In line 10 Romeo talks about remaining 'With worms…'. This is important because in Elizabethan times, when the play was written, people were much more open about death.

In line 110 Romeo says '(O here) Will I set up my everlasting rest,'. This means that he is going to make a full, final commitment and reminds us of the commitment between Romeo and Juliet when they got married. In line 111 'inauspicious stars' means the prediction of bad things and it echoes the premonitions that Romeo had; Act 1 before the party

Act 5 Scene 1 dream about

Juliet

In line 115 Romeo talks of 'engrossing Death!' Words before that such as 'seal' and 'bargain' create legal imagery of an everlasting contract with Death.

At the end of Romeo's soliloquy, Shakespeare uses short, simple words. There is no rhyme to conclude the speech as there was with Balthasar. This dramatises Romeo's final words because it does not follow the language pattern.

'Here's to my love!' (5..11)

This creates dramatic irony because Romeo thinks he is going to be with Juliet in the after-life, but she is not yet dead. It also echoes words spoken by Juliet just before she drinks the potion that will make her appear dead.

'Romeo, Romeo, Romeo! Here's drink I drink to thee.' (4..58)

Shakespeare does not use dramatic language much in the section of speech between Friar Lawrence and Balthasar because it is not leading up to a climax. However, in line 1 he does use the word 'stumbled'. This is significant because it was considered by Elizabethans to be an ill-omen (if someone 'stumbled', things would begin to go wrong). This would have an effect on the audience in Shakespeare's time because they would be aware that something else bad was going to happen. Friar Lawrence mentions 'grubs' in line 16. This echoes Romeo's line about the worms.

Juliet tells Friar Lawrence that she will not leave the vault.

'Go get thee hence, for I will not away.' (5..160)

Shakespeare uses simple language here but shows Juliet's strength.

Line 166 is interesting because Shakespeare uses a paradox.

'To make me die with a restorative.'

A restorative is something that restores health but here Shakespeare has used it to create the image of life after death and also the idea that the kiss will 'cure' Juliet of life and restore her to Romeo.

There is dramatic irony in line 167

'Thy lips are warm.'

By saying this we know that Juliet realises that Romeo has only just died. This adds to the tragedy because if Juliet had woken up just a minute sooner then she and Romeo may have lived happily together.

In line 16 Shakespeare uses an oxymoron ('happy dagger'). Juliet says this because the dagger will take her to Romeo, where she will be happy.

The words spoken by Juliet

'there rust, and let me die.' (5..170)

are important because both Romeo and Juliet say 'die' as their last word.

Juliet's 'death speech' is much shorter than Romeo's. This is dramatic because she is rushed into her decision by the arrival of the Watch. Also, it intensifies the fact that she doesn't want to live without Romeo.

Shakespeare dramatises the deaths of Romeo and Juliet through action and language, not only in Act 5 Scene , but also throughout the play. He uses dramatic images and events that keep Romeo and Juliet from being together and is constantly relating ideas to the ending. We know that Shakespeare did not want the ending to be a surprise to the audience because he tells us in the prologue what is going to happen

'A pair of star-crossed lovers take their life;'

It is not the ending that makes the play great, but the lead up to it. It is unusual because the audience know what is going to happen, but the characters do not.

Shakespeare uses a light-hearted humour throughout the play, especially with the characters of the Nurse and Mercutio. Then he makes the ending very dramatic. This is effective because it speaks to people's hearts.

Shakespeare uses the idea of opposites throughout the play. For example, 'light and dark', 'fate and free will' (echoed in Romeo's dreams), 'love and hate', 'death and life'. He also uses oppositions of time. For example 'youth versus age' (Romeo & Juliet versus parents), 'dream time versus real time' (Dreamers often lie).

The deaths of Romeo and Juliet are made more dramatic by the way in which Shakespeare builds up to a climax and then calms it down for a while until the lead up to the next major event. This is done more obviously at the end, when three main climaxes are put into one scene.

Shakespeare uses his language carefully to dramatise the deaths of Romeo and Juliet by having them echo each other in Act 5 Scene . The fact that they both drink to the other and say 'die' as their last word shows the intimate connection that they had.

We know that the play is effective because it is still being enjoyed by people of all ages today. Everyone knows the story, yet it still touches people's hearts because it tells of the one thing we cannot control love. In 'Romeo and Juliet' Shakespeare presents love as an antidote for the violence that plagues society. Just as there will always be violence, there will always be love. Even here, in conclusion, we have the idea of opposites.

Please note that this sample paper on Shakespeare's Romeo & Juliet is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Shakespeare's Romeo & Juliet, we are here to assist you. Your cheap custom college paper on Shakespeare's Romeo & Juliet will be written from scratch, so you do not have to worry about its originality.

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Analysing General Motor Buy Power

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General Motors

Internet today is starting to blur the differences between manufactures and resellers. Manufacturers decide to sell their products online, and customers are now requiring direct services and support from the manufacturer. If done correctly it will increase the overall volume of sales and does not hurt the channel partner. GMBuyPower has done it successfully. GMBuyPower is selling its vehicle through its dealer, maintaining the supply chain. The customer visits GMBuyPower chooses a vehicle and GMBuyPower will locate the nearest dealer according to customer's preferences. This strategy avoids channel conflict between the suppliers and dealers. An example of a channel conflict situation; a few years ago Levi's Jean Co. started to sell women's jean on its web site to North American customers. They were actually so successful that the jeans shop that sell Levi's jeans started to boycott, due to sales dropped. This is because Levi's web sites are selling jeans at a cheaper price, hurting the retailers' sales. Levi then had to remove their offering from the web site and had to think of the new strategy. A good example avoiding channel conflict is Libri, one of Germany's largest online bookshops and at the same time the largest retailer of books. Instead of selling books directly to the customers, the orders from the end customers are redirected to the nearest bookshop in Germany. The customer then picks up the books at the book shop, if the customers are out of reach by the bookshops, they will sent directly to the house by mail. If Libri sells books directly to customer the bookshop would choose another distributor. GMBuyPower is also selling its vehicle, but selling by connecting customers to its dealers. This prevents a channel conflict, which will result in a stable and growing market share. It also prevent manufacturer from monopolizing the retailers and creates new businesses. It also benefits customers because retailers offering undifferentiated products, which have a high price, are going to push prices down. The key to this success is an information based services and an appropriate processes to help increase response time.

GMBuyPower is a customer oriented web site. Its primary objective is to connect customers to dealers. The most effective way to connect customers to dealer is through creating trust. Trust plays a major role in many e-commerce companies today. One of the main reasons today for customers to not purchasing from Internet shops is the lack of trust, which stops or discourages customers from entering into exchange relation with the Internet shops. Trust is link to loyalty. Customer's trust is the path way to developing customer's loyalty which contributes tremendously to increase of sales and profit in an organizations. Therefore focusing on customer's trust can be a good way to enhance General Motors sites. Selling cars on the internet creates a different dimension from the tradition way. Selling cars on the internet does not require a salesperson. A salesperson brings a face to face interaction with the customer, which may develop trust easily. To do this the web site needs to have a trust features. And in order to do this, an e-banking environment has to be created, to develop customer's personalized environment. E-banking is one of the most effective ways to relate and create trust between customers and dealer. Creating an e-banking environment involve financial advice, loans, and budgeting. Every customer will have their own financial account which they will receive direct assistance. Customers can view their account details and update it daily. When customers seek financial advice, they may place themselves in a vulnerable position, where they are totally dependent on the advice or neglect it. Once customers are dependent on the advice, the company has a long term benefits on the particular customers. When customers are happy and satisfied with the advice they will continue to seek more. The customer's financial account does not only include financial advice but customers' preferences of their cars, budget plan, installment status and their dealer's information. Developing and monitoring a personal atmosphere in the web site is very important. The more the web site becomes personalize the more customers will become loyal. Similar to Ford's websites services customers account with personalized information programs, which include incentive notifications, My Ford, Ford Money Market Account and build you ford. Which draw great attractions to Ford's web sites.

Buying new cars requires a large amount of money to an average salary person; this forces the person to hesitate and double think of their financial situations. Using this weakness, by giving a reliable financial advice will create trust with the customers, even though at the end of the day the person decided not to buy a car. This consultant method is similar to Office Depot (www.OfficeDeport.com). Office Deport offers a small business handbook for starting and running small business and gives advice on creating a business plan for free. While offering consulting advice customers will seek to return for updates, with the hope that the business will grow into a large one. This creates a strong relationship between the customers and the company. Another financial assistance is by giving loans to customer to buy their cars. Giving loans breaks the barrier for a low income groups. Giving loans open a wider range of customers to anticipate, with the reliable financial advice helping customers to select their right loans and installment ability. Similar to Ford's Website, which also provide Ford Motor Credit.

In commercial exchange trust can be linked to the role base on performance the company provides. The influential element that contributes to trust is the company reputation, the reliable of the technology, the robustness of its supporting applications and accuracy of the information provided. General Motors reputation is quit satisfied they are keeping up with their quality and reliability. In order to establish trust with customers four aspects have to be perceived, security control, privacy control, Integrity, competence and third party recognition. Security control involves both monitoring software and hardware performance, which will be discussed in more details later on. GMBuyPower has maintained a good privacy control. Example in GM BuyPower privacy statement stated that GM will not sell customer's information, GM will use cookies to keep track of customer's navigation to serve users better and so on. Cookies are very common when trying to accumulate information about a customer. The cookie is a file, which is saved on the customer's computer and contains site specific information, which can be retrieved by the site owner. Today people are becoming less and less unaware of their privacy abuse. Some online businesses that do not have privacy statement on their web site, collects information about the customers and visitors and offer the profiles to other organizations.

GMBuyPower integrity and availability is quite satisfied with their response rate and flexibility to change. Example when login or registering an account to received newsletter, their response time is fast. GMBuypower's competency is moderate, because too many features is difficult to monitor and control which may leads to low integrity and performance, which may effect customer's satisfactions. What GMBuyPower lack is third party recognition, to improve GM's reputation, a customers review sections should be created. Enabling customers to criticize and complement GM's product. Criticizing and complementing GM's product develops an openness atmosphere among the customers. The complements will be an essential source for third party recognition. It keeps customers coming back to check on the latest development and issues.

GMBuyPower.com mainly emphasizes on selling vehicles, to enhance General Motor sites the company must now stress on services. BMW unlike General Motors has approached its customer in a different manner. GM has created GMBuyPower.com which is an extensive corporate website that delivers several categories of information on many auto brands, and every auto brands has a link to its own specific sites such as, Buick, Cadillac, Chrysler, Saturn etc. GMBuyPower.com operates as the central auto market for General Motors, where customers don't need to go to GM specific vehicle brand dealer to purchase a car. The site is design to lure more sophisticated customer inward. On the other hand BMW does not sell its vehicles online. BMW feels that this would dilute the brand and loss from the personal relationship BMW forms with the customer through its distributors. A BMW executives states

We launched the site in Oct 15, it was really an awareness that internet existed, that we are a company that prides ourselves in technology leadership Our mission was to make sure our site drove and felt like a BMW.

BMW website only emphasis on its vehicles specification and services. BMW uses service strategy which stresses on technical excellence, innovation, and performance to provide the best service to its customers. Like BMW, General Motor has to provide more quality services to satisfied customer's need. Ford Motor is also a good example of a company that provides both services and sells vehicles online. Ford services include

Vehicle Services

·Quality care

·Quality care components

·Extended service plans

·Quality care reporting

Dealer Services

·Preferred businesses

·Professional fleet

·Limo care

·Alternative fuels (natural gas, electric)

Financing

·Ford Motor Credit

General Motor has to improve and promote their services through GMBuyPower.com and their dealers. Similar to Ford Motor, GM must provide range of services to customers. Internet services strengthen the relationship wit the customers, it provides added information to the customer on the customer's term. GMBuyPower must establish a virtual call center and an e-mail interface channel for customers. The e-mail strategy is used as the primary communication channel between customers and organization. GMBuyPower has established a good use of this strategy. It include newsletter subscribe allowing users to register instantly. Another email strategy that GMBuyPower uses is that it allows visitors to register instantly. Registration is very simple and fast, only little information is required when registering, only username, password and email address is require. When the users are interested in a particular model, they can save their car preferences once registered. The next time the user login their records and preferences will be saved.

Creating a virtual call center strategy, where customer data access point is created allowing self-directing data searches of the company's database as well as the facilitation of customer group bulletin board. In the virtual call center strategy the customer is given greater access to data and information that previously was accessible only internally to the business organization itself. One telecommunication provider adopts this strategy, allowing its customers to enter into the problem management system and see all the problems that occurred with the equipment at various companies and locations. This type of service attracts customer's acquisition and gain complements to the company. The telecommunication provider aims to provide excellence perform in terms of speed, innovation, agility and technology for its customer and this strategy reinforce their objectives. Another good example is Ford Motor; upon entering ford.com ford provide a section called Investors Information. In Investors information it contains information about Ford Stock data, Shareholder resources, Investment opportunity, and company financial. In company financial ford provide information on it annual report, and quarterly earnings reports. These information help keeps investor well informed and can be access by public. In the Ford stock Data, contains information on Ford Motor Company stock, from current price to historical information. This strategy enables both customers and investors to follow the companys performance and remain informed.

Service quality is one of the keys to customer retention. Developing an ongoing relationship involves adding value to the customer on an ongoing basis. Developing a customer service chain that combines these features into an effective strategy that touches the customer at all points with relationship to the organization is difficult, but it's a task needed to conquer to build a market share through customer's needs. One good feature to GMBuyPower is that it should stress more on its service, like selling car insurance. Enabling GMBuyPower to not only sells cars to customers but also sells insurance at the same time. Cars and insurances are inseparable, every car needs insurance. Using this weakness as the marketing strategy to sells cars with insurance in a cheaper price will attract large amount of customers. GM corporations should take advantage of selling their insurance. GMAC Insurance provides a wide range of insurance coverage to individuals as well as businesses. Unlike Ford Motor who doesn't operate an insurance company but allocates customers to their insurance panthers. Some of Ford's insurance providers are Esurance, GE Auto Insurance Program, Leader Group, The Hartford Financial Services Group, Inc etc. GM should take an advantage of being an insurance provider, by promoting their insurance through selling their vehicles. In GMBuyPower very little information are given to about GMAC insurance.

In order to enhance the General Motor site to improve customer's interaction are base on three strategies, content, and format.

The most important thing on the web page is content; never let users leave the web site without giving them any information. This increases the probability that they will return to look for new information. Clicking on fancy graphics which takes ages to load, might win a design prize, but is pointless to vehicle selling websites. Functional websites with content useful and relevant information will drew more visitors. The graphics and multimedia that will be suitable for GMBuyPower will be the showroom sections, which GMBuyPower lack. GMBuyPower should create a showroom sections where it contains all the rich multimedia, like flash, test drive video etc. Using multimedia technology to enable customers to view their vehicles interior and exterior and in 60 degrees. Creating a showroom is important because vehicles pictures on the one web site may vary on another. GMBuyPower, for example, open in an ergonomically pleasing manner, taking styling cues from its vehicle, using dashboard controls and a list item. It is simple and clear in its functionality. It guides viewers through section such as Current Offers, New Vehicles Search, and Locate Dealer. Giving customers the flexibly by asking the users whether they want to shop by brand, body style or by car model. The only drawback is that GMBuyPower does not emphasis on its services. In order to access GMAC insurance, GMAC loans, GM fleet, GM news, and GM corporate information the users has to go to other GM sites. GMBuyPower sites does not have customer's care or support, it only has Help and FAQ. Some of GMBuyPower tools include, Compare, Build your own, Financing Tools and New vehicles Search. The more advance customer browser can use the Build your own tools to create and modify their own cars. GMBuyPower still lack information for advance users like car performance spec, dimensions and capacity. It also lacks information for vehicles safety issues and guides which is a great interest for most drivers. GMBuyPower could also have feature like Choosing the GM Vehicle thats Right for You, which customer go through series of questions and gain information of what type of vehicles is most suitable for them.

The format of GMBuyPower is important with interaction to customer. The selection of data format is crucial, as initially the goal is to increase information delivery speed, and engage the viewer in a continued interaction. The format that GMBuyPower uses is the following

1) Find a Car

)Compare with Competitors

)Locate & Search Dealer Inventory

4) Make an Online Request

The first step is to search GM brands that match customer's criteria and move on the step two. In step two customers can make his own feature for feature comparison between GM cars and other model from another company. This saves time of research with rd party price and feature comparisons. In step three, the customer has the ability to locate GM dealers and search their inventory to determine the availability of the specific model. Customers have the option of selecting their own dealers or allow the system to select the three closest dealers for them. In the final step, GMBuyPower buying process facilitates to complete the transaction. Dealers can focus only on providing best service they can because the price factor has been taken care by GMBuyPower already. Buyers can take a test drive for 4 hours once they are confidence that they are interested.

To conclude GM opportunity to increase business is not just selling vehicles, but need to stress on services, financial assistance, loans and insurance, customer's service and support, to establish a one stop shopping web sites. That provides range of useful services to satisfied customer's need. As for the strategy to increase loyalty and trust personalization and customization of the web sites need to be adjusted or added. To create value added or complementary services, to offer higher benefits to customers. Example of value added services are additional insurance and guarantees, 4 hr test drives, low interest loans, etc. In general these services enable buyers to trade at favorable terms and with confidence. They increase the attractiveness of the dealers to present to customer and attract new customers.

Bibliography

1.Daniel Amor, (000), The E-Business Evolution, Prentice Hall.

.Ray Dawson, (00), Electronic Commerce, McGraw-Hill.

.Bijan Fazlollahi, (001), Strategies for E-Commerce Success, IRM Press.

4.Robert Plant, (000), E-Commerce, Prentice Hall.

5.Peter Mudie & Angela Cottam, (1), The Management and Marketing of Services, Butterworth Heinemann.

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