Market Segmentation Notes

Definition of food merchandise cleavage A market place termreferring tothe aggregating of future buyers into groups (segments) that admit common demand and forget act similarly to a selling action. Market segmentation enables companies to show different categories of consumers who perceive the full(a) value of certain ingatherings and services differently from one some other. Gener solelyy triad criteriacan be recitationd to identifydifferent market segments 1) homogeneousness (common involve within segment) 2) Distinction (unique from other groups) 3) Reaction (similar response to market) Investopedia explains Market SegmentationFor model, an athletic footwear familiarity mogul have market segments for basketball game players and long-distance runners. As distinct groups, basketball players and long-distance runners will respond to very different advertisements. Market segmentation is a marketing outline that involves dividing a broad crisscross market into subsets of consumers who have common motivations and applications for the relevant propers and services. Depending on the specific characteristics of the product, these subsets whitethorn be divided by criteria such as age and gender, or other distinctions, like placement or income.Marketing campaigns can and then be designed and implemented to target these specific customer segments. Why Segment? One of the main reasons for using market segmentation is to encourage companies to better understand the inescapably of a specific customer base. Mass marketing assumes that all customers be the alike(p) and will respond to the same advertising. By looking at shipway in which potential customer groups atomic number 18 different from each other, the marketing message can be better targeted to the needs and wants of those community.Often, dividing consumers by distinctly be criteria will help the company identify other applications for their products that whitethorn not have been obvious before. These revelations often help the company target a large audience in that same demographic classification, up(p) market sh be among a specific base. Segmenting the market can as well as serve to identify smaller groups of people who make up their own, antecedently unknown subsets, further improving the everywhereall efficiency of the companys marketing efforts.Segmentation Strategies fit to experts, in order to be a good market segment, a group should suitable five criteria 1. It should be possible to identify and government note it, 2. it should be big enough to be worth the effort, 3. it should be light(a) to reach it, 4. it should not change quickly, 5. and it should be responsive. Market segmentation strategies that match these criteria can cover wide range of consumer characteristics. Subsets may be defined by basic demographics like age, race, or gender, for example.Other qualities, like educational priming coat or income can also be used, as can location. well-nigh of the potentially most powerful variables by which to segment a market are behavioral ones, including social class, lifestyle, and interests. In most scenarios, there will be at least a a few(prenominal) established customers who deteriorate into much than one category, just marketing strategists normally allow for this phenomenon. In fact, the overlap in criteria among consumers often leads to additional segmentation and requires adjusted marketing strategies.A marketing plan that targets people who fall into several groups like women over 30 who earn a high income, for example may be much successful than one that focuses on just one peculiar(a) characteristic. Other Benefits Along with playing a role in the increment of new marketing approaches, market segmentation can also help a company identify ways to enhance customer commitment with existing clients. As part of the make for of identifying specific groups within the larger client base, the co mpany will often run surveys which encourage customers to apprize ways of improving the companys products or services.This may lead to changes in box or other similar cosmetic changes that do not necessarily impact the core product, but sometimes making a few simple changes in the appearance sends a clear message to consumers that recognizing their needs is as important to the company as making gross revenue. This demonstration of good might go a long way to strengthen the ties between the consumer and the producer. Market segmentation is not only beneficial to the manufacturer or retailer, but can also have benefits to a consumer as well.People in a particular market segment may get specific deals on products as the company focuses on that group, or find that those products are available more widely. When a company responds to consumer feedback, it can mean that those people get changes in composition or packaging that better meet the users needs. Disadvantages of Market Segme ntation One of the biggest disadvantages of this marketing technique is the expense. A coarse deal of research often needs to be done to justly identify those subsets that are most important for a company, and this takes time and money.Once the call subsets are identify, different marketing messages usually need to be certain for each. In addition, changing the appearance of a product based on which segment it is being sold to adds to the production costs. If the market isnt segmented usefully, then all this money will be wasted. When the market segments that are identified are too narrow, it may be difficult for a company to be profitable. Niche marketing can work for some industries, but if the tastes of that subset change or a stronger competitor enters the field, a company that has focus too much on the one segment can pull back its customer base quickly.Targeting smaller segments also means that potential consumers right(prenominal) of those groups may be ignored and th eir business lost. The Concept of Market Segmentation Market segmentation is the division of a market into different groups of customers with clear similar needs and product/service requirements. Or to put it another way, market segmentation is the division of a mass market into recognizable and distinct groups or segments, each of which have common characteristics and needs and pomposity similar responses to marketing actions.Market segmentation was first defined as a condition of growth when core markets have already been developed on a generalised basis to the point where additional promotional expenditures are yielding diminishing returns (Smith, 1956). There is now widespread agreement that they impress an important foundation for successful marketing strategies and activities (Wind, 1978 Hooley and Saunders, 1993). The purpose of market segmentation is to leverage scarce resources in other words, to ensure that the elements of the marketing mix, price, distribution, produc ts and promotion, are designed to meet particular needs of different customer groups.Since companies have finite resources it is not possible to produce all possible products for all the people, all of the time. The best that can be aimed for is to provide selected offerings for selected groups of people, most of the time. This process allows organizations to focus on specific customers needs, in the most efficient and effective way. As Beane and Ennis (1987) eloquently commented, a company with limited resources needs to plank only the best opportunities to pursue. The market segmentation concept is cerebrate to product specialty.If you aim at different market segments, you might reconcile different variations of your offering to satisfy those segments, and equally if you accommodate different versions of your offering, this may appeal to different market segments. Since there is slight competition, your approach is less likely to be copied and so either approach will do. An example in the area of mould retailing might be if you adapt your clothing range so that your skirts are more colourful, use twinkle fabrics, and a very short hemline, for instance, this styling is more likely to appeal more to younger women.If alternatively, you decide to target older women, then you might need to change the styling of your skirts to suit them by using darker, heavier fabrics, with a longer hemline. This is on the button what Marks and Spencer (M&S) did to attract a younger female shopper into their M&S stores and compete more directly with Next and Debenhams for share of this market. The company launched a range of female clothing called Per Una, and three years on the fashion range has been a huge success reportedly generating annual sales of nearly ? 230 mmore than 10 per cent of the total womenswear sales at M&S.If you start by adapting new product variants, you are using a product differentiation approach. If you start with the customers needs, you are usi ng a market segmentation approach. This is illustrated more clearly in Figure 6. 2 using offering rather than product to indicate that the same concept may apply to a service. A relational marketing perspective would replace the marketing mixthe 4Ps either with the 7Ps (see Chapter 15) or with a discussion of the need to design, develop, and deliver the customer invite (see Chapter 17).The concept of market segmentation was first proposed as an alternative market development technique in imperfectly competitive markets, that is, in markets where there are relatively few competitors selling an identical product. Where there are lots of competitors selling identical products, market segmentation and product differentiation produce similar results as competitors imitate your strategic approach more quickly and product differentiation approaches meet market segment needs more closely. With an increasing proliferation of tastes in modern society, consumers have increased usable incomes .As a result, marketers have sought to design product and service offerings nigh consumer demand (market segmentation) more than around their own production needs (product differentiation) and they use market research to inform this process (see Market Insight 6. 1 and Chapter 4). Segmentation criteria for consumer markets Segmenting criteria for goods and services markets Kotler and Armstrong define market segmentation as dividing a market into distinct groups of buyers who have distinct needs, characteristics, or behaviour and who might require separate products or marketing mixes (Armstrong and Kotler, 2005 54).

Going Back to School Essay

Returning to educate was something I alway intended to do in my life. I knew there would be some obstacles and hurdles i would crap to overcome to make my dream come true. Here atomic number 18 some obstacles I had to overcome in my past with previous civilise experinces I have had to return back to train. When I was younger, I think my mom waking my older brother up and sending him murder to school. I would get so mad, because I wanted to go.Than in conclusion my solar day came, I got up and off to school I went. Elementary school was the great. I loved playing with the other kids. Kindergarten through fifth spirit level do me feel like school was a game. Yeah, we learned our radical studies, further we had fun doing it. Than came cadence for moving on up to midway school. My first couple of weeks were okay, but the work started getting harder, the other kids werent very nice and we didnt have much free time. I didnt like it, but it was something I got used too and I stuck it out. Finally, my ninth year came, I was a freshman in spicy school.I hated it, I was always getting pushed around and made fun of because my family didnt have much money. I didnt have name brand shoes or clothes. Everybody kept telling me I needed an eduacation to get anywhere in this world. Well I tried, finally when I was seventeen, only six months before graduation, I got so provide up, I dropped out. Once I turned eighteen, I realized it was time to make a life of my own. My family shouldnt have to support me. So I went out and found me a job. I was so majestic of this job. I was doing good, or so I thought. After a hardly a(prenominal) years of working for this company, I figured out I was already at the top of the ladder, I couldnt go up anymore.I had to give my life. I needed a higher education. I got it in my head and went and got my GED. Than once again my learning process stopped proper(a) there. Out of the blue one day, my mom calls and tells me about these online college courses. She knew I didnt I didnt want to go sit in a classroom. This struck some interest in me. It took me a few days, but I called and got enrolled.When I started my first class, I was a bit nervous, it took old to get back into the swing of things. Im still slenderly nervous but it gets better with each class. Going back to school was the hardest decision I have ever had to make. Well, it took the longest time anyway. I am so glad I decided to go back. existence back at school makes me feel so much better about myself. This is one thing I wont start again.

Kinky and the Lost Tooth: A Book Review in Relation to Child Play

A Book Review in apprisal to Child Play, Learning and DevelopmentAsk any kid wherefore they love to read, reread and fewtimes even reenact their favorite prevail or fib, and chances argon you wont get a repartee interrelated to educational value. As expected, electric razorren will not see target the magical characters and imaginary places they encounter with each recital they choose to steep themselves in. According to Whitebread and Jameson (2005, p.64), children are usually engrossed in what they are doing when they are at free rein. Of course, we adults know a lot better than that.We know that there is some(prenominal) to a great extent to fairy tales and childrens books than effective their escapism or amusement value. Research upon research has proven time and time again that childrens literature plays an important role in a childs training and holistic development. This is why antecedents of childrens books put much intellection (and some, much research) into producing reading material that is educational without compromising its entertainment and selling value. But what happens when the report is pen or made up by a child? Does it accomplish more or less than what the survey adult- pen literature does?The important difference lies in how adults and children perceive stories, especially childrens literature. Children see stories as an extension of their play activities al close anything is, for them. What exactly goes on when a child engages himself into a level? A very(prenominal) purloin way to get a behind-the-scenes look at what happens when a child engages into literature is by studying a student-made story and its skill effectiveness. Just the fact that this came from a child all the more changes the dynamics in this research. The story chosen for this paper is frizzly and the Lost Tooth, written by V. Mansaray (2008)Once upon a time there was a attractive girl called twisted who lived in a t testify called Matot oka. One daytime she was playing with her friends Pikah, Krit and Kemzo, they decided to play a game called Koo-Koo (hide and seek).As abnormal is running to hide under the Bao Bao tree, she fell d deliver and alienated her tooth. Kinky doesnt realize that a new tooth would grow, she felt very, very doleful because she had a party to go to and she cried all day and all iniquity Suddenly she heard a loud voice calling her name.Kinky, Kinky, K-i-n-k-y I am the tooth fairy. I am here to help you. Listen carefully. range your hands, close your nerve centre.Kinky did exactly what the tooth fairy asked her to do. Now, can you open your eyes? said the tooth fairy. When Kinky opened her eyes and looked in her hand she apothegm that she was holding a pink box. Guess what was inside the little box? When Kinky opened the tiny pink box she found her lost tooth. What do you think she will do with the tooth, now that she has found it?This story is a modern-day fairy tale, obviously becau se of the reference to the tooth fairy. The voice in the story is very simplistic and direct-to-the-point, making it clear and obvious that the language come from a childs mouth (although this is a parking lot approach and style that writers of childrens literature usually employ more like stooping down to a childs eye direct to connect with them while communicating).The lines do not rhyme that much, just now the proper names used are catchy & interestingly unique, for a kid (not much unlike Dr. Seuss famous characters). In addition, there is an straightforward pattern in how the proper names are coined monosyllables repeated doubly (Koo-Koo, Bao Bao, and even Kinky). This indicates that the antecedent is of a young age. It is in like manner noticeable that the near repeated word in the entire story is the geniuss name, Kinky.If cardinal were to take this literary creation as an extension of the authors playtime, then it would also be safe to assume that the protagonist c ould be the authors actual self-projection. Tina Bruce (2001) has menti unmatchabled that in their play, children more practically than not use the first hand experiences that they have in life. in that location werent that many descriptive words used to describe the mend conditions, the protagonist, the fairy, even Kinky herself. This might imply that the child drew illustrations as he/she wrote this story, or even used his/her illustrations as his/her storyboard itself. Children are much more interested in optical and colorful images rather than in verbal imagery. A very visual book will be needed to pique the students interest, and there could be nothing more visual than a childs active imagination.Considering the voice used, the language level employed, and the way the story flows in logical succession, this story would be crush appropriate for children transitioning from the Concrete to the Formal Operational Stages. The question the author leaves for his readers at the end implies that the author is already capable of problem solving and inferencing, which are characteristics of a child around those stages (Piaget, 1954).Reading along the lines of Erik Eriksons scheme on psychosocial development, one(a) can assume that the author/protagonist is at the School Age stage, since the protagonist shows that there is a basic bout between Industry vs. Inferiority (Erikson, 1959). In this story, Kinkys main problem was she had to go to a party save she couldnt because she just lost a tooth.There was the social demand of going to a party (where it is assumed that everybody else is going), besides then again missing a tooth (especially if it was a front tooth) would mean she would be somewhat inferior to the some early(a) kids. The eventual resolution of her problem, however, is still interestingly abstract it took the tooth fairys magic to give Kinky a happy ending.The tooth fairy is one of the most popular characters children encounter in their young l ives and surprisingly, it can be a social tool in more ways than one. This story says a lot about how a child seems to cope with the deform and social repercussions losing a tooth brings in a childs life. Kinkys dilemma could or could not be reflective of the authors real life struggles but whatever the case may be, it is still a real issue many children face at this stage. Kinkys story can be used to inculcate children of an appropriate age how to cope with their self-identities and with seemingly focusingful situations that need their own decision and action.We can further examine Kinkys story by comparing and contrasting it with a published book (presumably written by an adult). Taking for example Selby Breelers 1998 book open Your Tooth on the Roof Tooth Traditions All Over the World, this book takes the focus away from the child and focus more on separate children around the homo. By delineation how other(a) children around the world cope with losing a tooth, Breeler i ntroduces the child to world geography and being conscious of other nationalities and customs at the said(prenominal) time.Breeler does not take away the magic by refuting the validity of the tooth fairy, but instead affirms the child by showing that some children in other countries also believe in the tooth fairy, or an equivalent entity. The author also assures the child that he/she is not alone in losing his/her tooth, that its normal. Breeler ends the story with reassurance, leaving the child reader with hope for renewed confidence dentition fall out every day, all over the world. What do you do with yours?Moyles (2005, p.9) discusses that play in educational settings should have learning consequences. In this light, every piece of childrens literature should have some educational merit. Mansarays and Breelers stories could be used within the class curriculum to stress several learning points, especially those related to reinforcing the childs agency and social awareness. In that way, these resources can actually be used to embolden childrens learning and development. The authors may actually consider extending their work into other literature by expanding these stories into series that tackle different issues and conflicts children face from day to day.A good way to implement these resources in the classroom setting is to allow each student read, analyze and interpret these stories in their own ways. Bettelheim (1989) theorizes that when children get to read about the problems, victories and failures experienced by the heroes and heroines of fairy tales (and in this case, childrens books), they are given the chance to get a greater sense of meaning and purpose, and in effect prepare them for their own conflicts in their own lives.Bandura (1977) reinforces this by his theory on social learning Fortunately, most human behavior is learned observationally through representativeing from observing others one forms an idea of how new behaviors are performed , and on later occasions this coded data serves as a guide for action. This just emphasizes the need to gallop children of practicable age to learn how to analyze situations, identify the conflict/s, and then come to their own conclusions and solutions. Children find it easier to do so when they have a model (in this case, a symbolic one, found in the literary protagonists) they can relate to and follow.Another way one might employ these sample resources is to allow the students have a chance to be able to relate or connect their own personal experiences with those of the protagonists. Bowlbys Attachment Theory (1969) comes into play here, revealing that if the educator or parent lets the child use a literary protagonist as their own attachment figure, then one can promptly use that attachment to direct or lead the student to the learning point at hand.Children, especially those in the running(a) stage, need someone with whom they can identify. Johnsons treatise on the interrel ation of child development with learning and literature backs this up in quoting that knowledge cannot be given directly from the teacher to the learner, but must be constructed by the learner and reconstructed as new information becomes available (Ryan & Cooper, quoted in Johnson, 2003). Johnson later on concludes that learning is not the result of development rather, learning is development.By looking through Banduras sociocognitive glasses, so to speak, this interaction between the child and the literary protagonist plays an important role in the childs intellectual development. This means that what a child learns socially is related to what he/she learns cognitively, and vice versa. What a child learns by interacting with other people adds to his/her own schema and thus increases his/her understanding in some cognitive processes. (Bandura, 1977)Mansarays story about Kinky and the lost tooth in itself has little educational merit but if one would look at it by using sociocogniti ve theories, then the educator/parent can sure use such output from the child as clues and tools for further sociocognitive learning. exploitation a story that uses the childs own language and vocabulary, and that is ground on the childs own personal conflicts and issues, proves to be a very important tool in child development. Not completely does the child get to learn about certain subject matter, but the educator/parent can also use it to teach very important life lessons as well.BibliographyBandura, A. (1977). Social learning theory. Englewood Cliffs, NJ, Prentice Hall.Beeler, S. (1998) Throw Your Tooth on the Roof Tooth Traditions All Over the World. naked as a jaybird York, Houghton Mifflin.Bettelheim, B. (1989) The Uses of Enchantment The import and Importance of Fairy Tales. Vintage Books.Bowlby, J. (1969). Attachment and loss Attachment (Vol. 1). New York, Basic.Bruce, T. 2001, Learning through Play, Babies, Toddlers and the Foundation Years. Hodder and Stoughton.Erik son, E. H. (1959) Identity and the Life Cycle. New York, internationalistic Universities Press.Johnson, D.C. (2003) The Role of Child Development and Social Interaction in the cream of Childrens Literature to Promote Literacy Acquisition. Early Childhood Research Practice Internet, Fall, 5 (2). Available from http//www.ecrp.uiuc.edu/v5n2/johnson.html Accessed 9 April 2008Mansaray, V. (2008) Kinky and the Lost Tooth written by student.Piaget, J. (1954) The Construction of human beings in the Child. New York, Basic Books.Whitebread, D. Jameson, H. (2005) Play, Storytelling and Creative Writing. In Moyles, J. ed. The Excellence of Play. England, pass around University Press, McGraw-Hill.

Levendary Cafe Case study Essay

IntroductionLevendary Caf has gr own from a sm both eatery that hiters soup, salad, and sandwiches in capital of Colorado to a multibillion quick casual fibril that hold ups 3500 stores round the U.S. The founder of the Levendary Caf, Howard Leventhal managed to cause a strong food market place position for the Levendary Caf in the U.S and succeeded in creating a $10 billion line of credit model. The Caf has two signifi sightt elements that unlikeiate it from its competitors, which were offering nutritious soup, salads, and sandwiches, as wholesome as, providing exceptional dish for their guests in a genuine, and friendly manner. The smart sets philosophy is red-blooded guests consumes by stressful to make an impact on their c atomic number 18er and look for the long run profit as encouraged by founder, Howard Leventhal to his staff. After 32 years of follow up operating in the U.S national market and laterwards(prenominal) a slow mound in the keep associations domestic growth, the company considered expending its operation castetaryly, more(prenominal) than precisely in mainland mainland china, a promising market that had showna strong annual gross domestic product growth of 14.5% in previous years, as well as, the arisen number of centerfield class income.The responsibility of overseeing the mainland china operation was given to Louis subgenus subgenus subgenus subgenus subgenus subgenus subgenus subgenus subgenus subgenus subgenus Chen, a Stanford MBA graduate, after a two-year contract agreement among Leventhal and Chen in September 2009. A year and six months into the two-year term contract, Mia treasure was named the naked chief executive officer of the Levendary Caf in February 2011. The public press viewed the new chief executive officer as existence in see in the supranational market in admission to some doubt to the highest degree shelters office to build a multi-national brand. Louis Chen impoliteed the elde st store in Shanghai in, January 2010 the first attitude was in a high occupation melody argona. Within a year Louis Chen was equal to divvy up 22 adjunctal locations for the Levendary Caf, due to his strong companionship of the countrys geography and his ability to speak both English and Mandarin Chinese.However, after a review of mainland chinas operation by the new CEO, sustain was non happy with the way the operation was managed in mainland mainland mainland china, she sight that the accounting spread over was non formatted in accordance with U.S. Generally genuine Accounting Principles (GAAP). This was the turning point in the relationship amongst Foster and Chen, who had not met face to face. The new CEO opinionated to look more closely into the mainland mainland chinaware operation and patternned a trip to china to meet with Chen for the first snip. Identification of Main IssueThe trip presented a number of main issues that Levendary Caf faced during the expansion into the Chinese market. From the exercise the main issue was identified as the Levendary brand image is not consistent in the United States and China because there is a neglect of colloquy surrounded by the p arnt company and subsidiary. The contri plainlying factors to this were the trouble styles, the deprivation of normalisation, the pagan differences and the limited experience in the foreign market. These issues sire aim been expound below.Management styleThe Chinese operation lacks close mentoring and evaluation by antecedent CEO Leventhal, who gave too much freedom to Chen with a actually hand off attention style. Do overcompensate by the concept was the expression that Chen had as a guideline for how to strategize for the China trading operations. As a result, Chenwas providing little randomness to Denver headquarter intimately how the operation is managed in China, which differs from Fosters management style who appears to be more demanding tha n the former CEO. There was no clear strategic plan for the operation in China, when Chen was asked active a plan he mentioned that he had no plan. StandardizationFoster is more process drive and regard asd normalisation, she believed that the China operation should align with Levendary Caf standards in the U.S in scathe of reports, and look and relish of the Caf. However, Chen had a antithetical approach where he was trying to open as some stores as he could in a short period of time, paying little attention to the U.S similar business model. The issue of standardization clearly was another challenge surrounded by Denver headquarters and Chen, as he insists in pushing what he moots is right and resist what headquarter is asking him to do. Cultural DifferenceWhenever a company is entering a new market it has to take into consideration the pagan differences in the midst of countries. Based on the consequence study compend, the difference among the two countries in te rms of eating prohibited habits and eating preferences calculate not to be understood by the Denver headquarter. Denver headquarter believes that it merchantman enforce the aforementioned(prenominal) business model applied in the U.S to its stores in China, regardless of topical anaesthetic preference. In auxiliary, Foster seems to lack goledge intimately the Chinese assimilation because she was not beaten(prenominal) with the market in China, as she had no experience resolveing internationalisticly. There was a lack of cross- cultural communication among Chen and Foster even though, Chen had see both kitchen-gardenings eon studying abroad in the U.S. Limited experience in the foreign marketThere was a lack of international market experience since the China market was the second market, Levendary Caf entered aside from a partnership in Dubai. Due to this lack of experience Leventhal trusted Chen with implementing the holded carry fall aways to grow a successful f ranchise in China. Leventhal entrusted Chen with this given his strong knowledge of the market in China. Leventhal did not pick up that entering a foreign market wouldtake more than knowledge on the country it would similarly take strong communication and management skills.Analysis and EvaluationOperational AnalysisThe operational analysis lead cover the companys inseparable strengths and weaknesses as well as their external opportunities and nemesiss. The SWOT analysis exit be on Levendary Caf U.S. operations. This report go forth also look at worrys with standardization in the China operations. Levendary Caf has gained much strength over its 32 years of business (Bartlett & Han, 2013). The company has created brand recognition around the United States with its 3,500 cafs (Bartlett & Han, 2013). There is nigh(a) brand consistency across all 3,500 cafs due to standardization of the Levendary product. Each caf has a similar design and automated teller and offer the very(p renominal)(prenominal) upshot products. Levendary Cafs standardization has waiveed the company to franchise their product and resulted in expansion across the United States. Currently, two-thirds of the companys cafs ar franchised (Bartlett & Han, 2013). Each orbit also offers different plug-in items from one and other, on top of the core computer menu items.For example, fewer soups argon offered in the Confederate regions of the United States (Bartlett & Han, 2013). This adds to the companys strong business culture of delighting the customer and creating a modify experience for each customer (Bartlett & Han, 2013). Levendary Caf enlarge and set operating standards, policies and practices has allowed for tight control of store level depreciates and close monitor of operations (Bartlett & Han, 2013). The founder, Howard Leventhal, is an entrepreneur who wasnt afraid to take risks (Bartlett & Han, 2013). His willingness to take mensural risk led to the company using organi c grains in its dirty money and hormone-free naturally raised meats (Bartlett & Han, 2013). Levendary Caf became part of the growing trend of consumers wanting fracture and more natural menu options. 81% of Ameri butt ends over the age of 50 shit pass away more conscious of what they eat ( tillage and Agri-Foods Canada, 2010).Levendary Caf target market is white-collar originals and upper-middle-class women (Bartlett & Han, 2013). Their choice to shift towards healthier menu options is conflux their target markets change in tastes. A fully scaled probe kitchen and food sciencelaboratory also allows the company to meet the changing tastes of their consumers (Bartlett & Han, 2013). The food team, which includes highly trained chefs from the Culinary Institute of America, is responsible for the run kitchen and laboratory, as well as conducting quality checks across all 3,500 cafs (Bartlett & Han, 2013). Levendary Caf has a good organizational structure. Each knowledgeable and highly experienced member of the management team knows their responsibilities and who responds to them. There is a clear powerfulness structure.Finally, Levendary Caf has a strong training program for their retail employees called Operating Tools and information (OTL) (Bartlett & Han, 2013). OTL sets operating standards and provides employees with materials to enhance their learning (Bartlett & Han, 2013). all these strengths occupy resulted in Levendary Caf world a successful business in the United States. Levendary Caf also has internal weaknesses. The U.S. operations be beginning to slow and investors are losing confidence in Levendary Caf (Bartlett & Han, 2013). This is one of the reasons the company chose to expand into China. However, there is no violate international di flock from the Denver home and the new CEO, Mia Foster, lacks international management experience. Although Levendary Caf personalized touch has led to repeat business, it is also considered a weaknes s because it slows down the speed of service. Currently, there is a lack of brand recognition in China for Levendary Caf.Finally, pecuniary reports from China are existence submitted in their own format and the U.S. operations are consequently massaging them to apply the U.S. Generally received Accounting Principles (GAAP) (Bartlett & Han, 2013). These are all weaknesses for Levendary Caf. Every company faces external opportunities and threats. As domestic business for Levendary Caf is beginning to slow, the company must look at opportunities to detain to be successful. Firstly, Levendary Caf is part of an emerging category in the eatery industry called the quick casual. Another opportunity is to expand internationally. separate than the expansion into China, Levendary Caf is experimenting with a licensing deal in Dubai (Bartlett & Han, 2013). Some potential threats for Levendary Caf are the rising food be and shifts in food trends. Food personifys are beginning to rise due to a variety of factors such(prenominal) as climate change and a rise in anoint prices (Oxfam Canada). A change in food trends is a potential threat for any restaurant.If a restaurantsproduct does not meet consumers tastes, whence grosss will decrease. Levendary Caf will need to look at their external opportunities and threats. Levendary Caf China operations has common chord areas that need to be standardized look and rule of the restaurant, menu options and accounting practices. Firstly, all 23 restaurants have a different design and atmosphere. The first location to open was similar to Levendary design standards, but the second location in Shanghai was a takeaway snack bar with no seating (Bartlett & Han, 2013). Denver Headquarters should understand that they gagenot put the same restaurant that is in the U.S., in China. There should be extensive market research conducted on design and atmosphere that would be successful in China. Another option is to follow what Caf dri nking chocolate Days did in India. Caf Coffee Days offers three different formats of stores, ranging from a smaller grab and go coffee shop to a elephantiner caf with areas to sit down.Levendary Caf could have different formats for restaurants however each format would have a similar atmosphere to help standardize the brand in China. Secondly, menu options are immensely different across all 23 locations. For example, the Shanghai Koreatown offers dumplings with an total check of $2 (Bartlett & Han, 2013). The Beijing Embassy location offers sandwiches and soups with an average check of $10 (Bartlett & Han, 2013). Some menu items were offered at all locations, such as the yellow(a) sandwich. A solution to standardize the menu is to do something similar to the U.S. operations. All locations would offer the same core menu items, but each region would have some different menu items that vary from one another.Chefs that have been trained in China and educated on different regional tas tes should help create the core menu items and the different regional items. The nett area that must be standardized is accounting practices. The current financial reports are being sent to the U.S. and massaged to meet U.S. GAAP (Bartlett & Han, 2013). All enterprises in China are required to use the Chinese Accounting Standards (CAS) such as the Accounting System for Business Enterprises (ASBE) (China Briefing, 2014). ASBE has similar standings to the U.S. GAAP and the worldwide pecuniary Reporting Standards (China Briefing, 2014). An international financial analyst should be graphered in order to deal with both China and the U.S. financial reports and audits. Financial AnalysisA financial analysis of the U.S. and China operations provided information on Levendary Cafs current financial status. The income statement for China lowlife be seen below. In China, their food and paper cost is at 51%, which can be attributed to their high number of food options on the menu and the lac k of distribution system set up. erst a core menu is created and more locations begin to open, Levendary Caf will be able to take advantage of economy of scale and lower food and paper cost. China also has a high occupancy cost at 24%. This could be a result of having to pay extra to get the better locations. In addition the Chinese real estate market is very high meaning that any location is very expensive.During the time of the case study the Chinese real estate was going through a golden decade (Ranasinghe, 2014) which can demonstrate the higher(prenominal) occupancy cost that the Chinese division occurred compared to the United States. The pre-opening expenses (12%) also stick outd to the red of income in the first year for China. After the first year of business, China had a loss of $143,620. China operations also have a lower trade expense. Marketing is generally not a large expense in China because the local population listens more to radio advertisement, which are cheape r, and imprecate on word of mouth. Income Statement- ChinaThe financial statement of the U.S. operations, which can be seen below, shows that Levendary Caf generally follows industry standards. Their food and supply cost are close to lower than industry standards. Generally, food and supply cost are about 29% of total sales, but Levendary Caf food and supply cost are at 24% of total sales. Occupancy cost for Levendary Caf are about 4% lower than industry standards. Levendary Caf spends more on marketing then industry standards, about 2% higher. Income Statement- United StatesCultural Analysis**The in a higher place information was sourced from The Hofstede Centre Website (Hofstede Centre, 2010).**By completing a cultural analysis on the two countries, United States andChina, it was comfor turn off to determine how the key issue, being communication, came about. Geert Hofstede identified five different balances that demonstrate how set in the work are influenced by culture (In ternational Business Centre, 2014). The different proportions that Geert Hofstede identified are Power exceed, Uncertainty Avoidance, Individualism vs. Collectivism, Masculinity vs. Femininity, and Long line druthers vs. Short Term preference.Through using these five holdings one can evaluate how each culture approaches these dimensions and how it influences them in the workplace. The score beside each dimension determines how much value they place towards each dimension. It is interesting to note that on only one dimension, Masculinity vs. Femininity, the two countries have a comparative degree score. It is with these differences that communication issues amidst the two countries can be seen. Power DistanceThe Power Distance Dimension looks at the relationship that people suss out with others in that country. China scores very highly on this dimension as people value their superiors and do not act outside of their ranking in society. In regards to the case study it is confo unding that Chen is unobservant of his superiors power being Mia Foster. In the case Chen is continually rude to Mia and headings her authority. This can be attributed to two different factors. The first of which is that Chen was originally hired by Howard Leventhal therefore Chen believes that Mia is not his superior. Leventhal gave Chen freedom to expand the Levendary business into China with little guidance or instruction.To have a new CEO enter the business Chen will not feel the need to respect Mia, as he still believes his true superior is Leventhal. In addition Chen, while he is from the Chinese culture, had many experiences and training in the United States. Therefore it can be seen that Chen was of American culture and acted as such. The United States had a low score on the Power Distance so while Chen is with the Chinese branch of Levendary he still has the American cultural values. Uncertainty AvoidanceUncertainty Avoidance looks at the way that culture embraces uncertai nty. With a low ranking in the Chinese culture it is discernible that this country looks at laws as limber. This is seen in Levendary China as the standards between all the restaurants vary and are different from the brand standardsthat are seen in the United States Levendary stores. In addition the difference in accounting practices can be seen. The China division was very lenient about their coverage of finance to the US course of study.Individualism vs. CollectivismThis dimension looks at how individuals think and act, if it is for the greater good or if it is for their own well-being. The Chinese culture looks out for the group when making decisions. This is demonstrated in the case when Chen disrespects Mia Foster. He previously considered Leventhal to be his group and when Mia takes Leventhals position then he does not recognize her as an insider. This results in his mistrust of Mia and her authority deep down the Levendary Caf company.Masculinity vs. FemininityThe Chines e culture has high ranking in this and is seen through Chens demeanor. He is very competitive and is anxious(predicate) to be successful. This is seen through his urge to keep his position with Levendary China and the fast-flying pace in which he opened the stores in China. In addition his actions of being very abrasive with Mia Foster is because he feels threatened that she is trying to take over his position with Levendary. He had never had his business interfered ahead by anyone from the Denver Headquarters so he put his stern up when Mia started to interfere with how he was rivulet his operation.Long Term Orientation vs. Short Term OrientationLong Term and Short Term Orientation looks at how a culture is prepared for the future. The Chinese culture is very counsellinged on planning for a long-term future. This dimension demonstrated the American culture that Chen must have picked up on his time in America. With his time managing the Chinese division of Levendary, Chen was very short sighted and opened up a large amount of stores in a short period time. Instead of formulating a business plan, which would encourage growth for the future of the business, Chen did not have one and was simply opening businesses when he found an available location. produce Company vs. SubsidiaryIn this case, the parent company would be Levendary Caf U.S. operations andthe subsidiary would be Levendary Caf China operations. In terms of restaurant size, U.S. restaurants set out from 2,500-4,000 whole feet. China restaurants are smaller in size they be sick from 500-1,500 square feet. These results in less staff needed for China restaurants, nearly 13-20 staff members. The U.S. restaurants need about 24-26 staff members. The larger U.S. restaurants are able to accommodate more customers they usually have 84-120 seats and can treat anywhere from 560-3,210 guests per day. Due to smaller size, China restaurants have a maximum of 80 seats soon and can serve 260-430 guests per day.In terms of menu options, the only item that is offered in both the U.S. and China is the cowardly sandwich. The Suburban U.S./Denver restaurants make more revenue and have a larger square footage then the China restaurants. However, the China restaurants have higher average revenue per square foot. Restaurants in Beijing make $537.33 revenue per square foot and restaurants in Shanghai make $576.00 revenue per square foot. The Suburban U.S./Denver restaurants make $531.50 revenue per square foot. A chart can be seen below which clearly details the difference between the parent and subsidiary company.Alternatives and RecommendationsAlternativesMia Foster is left with a very delicate decision at the end of the Levendary Caf case study. As the new CEO of the company she has to make a decision that will result in profitability for the company and chose an action plan that ensures long-term success for the business. As such that are a variety of alternatives that Mia Foster wil l have to chose from in order to move forward with the company. The following list presents the many alternatives that should be considered 1. Shut down all operations and solely focus business in the United States. The China division stores look and feel vary from what the Levendary Brand is trying promote in their US atom. In order to continue with the stores in China then restoration will need to be completed to all the stores. Mia Foster will need to determine if the China division profits are worth the renovations and protraction of Levendary China. 2. Fire Louis Chen and hire a new theatre director for the China Division. Louis Chen has proven himself as a capable entrepreneur and mortal who isknowledgeable of the Chinese retail market. However he lacks communication skills, which was obtrusive through the expansion of 23 Levendary shops in China that do not fit with the brand image.Chen is also extremely confrontational and whitethorn not be the best fit with the new CEO, Mia Foster, as he already had construct a rapport with Howard Leventhal, the previous CEO. If Louis Chen cannot the right way function and make it with the US Levendary division then he may need to be replaced by someone with a fresh panorama on the business. 3. Hire a management dissipated to manage the China Division of Levendary. It is apparent through the case study that the US Division of Levendary has not been able to communicate in an effective manner with an international branch of their company. The Hofstede Dimensions that were listed above demonstrates the cultural differences that separate the two branches of Levendary. With no cultural training Mia Foster and the US Division are not communication properly with Louis Chen. An alternative to the situation would be to hire a management firm to look after the China division. A management firm with International experience would be a solution to the communication puzzle because they would understand how to conduct b usiness while ensuring good communication.4. Create a separate division of Levendary for the China stores. The Levendary stores in China are off brand from the original concept that is seen through out the United States. This is largely due to the fact there is limited communication because the key players in the United States and Louis Chen in China. In order to fix this problem it would be wise to bring the structure that works so well in the United States and duplicate this order in China. With 23 stores in China, Levendary will need a separate branch in China, as it will provide structure to that side of the business. With more patronizeing players in China, asides from Louis Chen, then Levendary will be able to maintain the brand and in addition, more supporting passenger cars will ensure that communication is maintained between the US Division and the China Division. 5. Make a joint speculation with TATA Group to expand into China. The TATA Group is a global enterprise head quartered in India, and comprises over one C operating companies, with operations in more than 100 countries (TATA, 2015).TATA has operating companies in China and as such they will be able to reduce the large operating costs that Levendary China is currently experiencing. As noted in the Analysis and Evaluation section, the operatingcosts are very high. Entering into a joint venture with a company who has established infrastructure will help eliminate these costs and allow Levendary to increase their profits for the first couple of years. In addition the joint venture will allow Levendary to be partnered with people who are culturally aware and possess cultural intelligence. 6. Replace the US Division Chief Operating Officer, dent White. It was easy to come upon that communication was a large issue between the US and China Division Levendary.It is easy to target Louis Chen as the main culprit of this issue as he was combative and disrespectful to Mia Foster. However the blame can also be placed onto the COO of the US Division, Nick White because he was responsible for keeping communication with China and overseeing the brand image in China. Nick White clearly let this responsibility go and as a result the China Division does not reflect the US vision for Levendary. If someone has to answer for the mistakes that were made in China than by chance it should not be Louis Chen but instead it could be Nick White.RecommendationAfter evaluating all of the above alternatives for Mia Foster and Levendary Caf to pursue it was decided that the best alternative would be number 4, create a separate division of Levendary for the China stores. This alternative includes renewing the contract for Louis Chen and brings more managers to China to help grow Levendary in the China market with the vision and brand image of the US Division. Levendary in the United States can contribute a large portion of their success to their hierarchal structure as it allowed for proper communic ation and good reporting methods. If Levendary China were to create a China Division then it would allow for better communication between the United States and China and Chen would have the support he of necessity to ensure the brand image is seen between all stores.Action figureIn order to properly implement the alternative that was stated above, an action plan is needed. The action plan is detailed below through three different stages. The Short Term Plan looks at what the business should do in one years time, the Medium Term plan looks at what the business should do in two to three years time and the Long Term plan encompasses a five yearoutlook. This is detailed belowShort Term1) The first critical step that involve to be taken is to ensure that proper communication starts immediately between Mia Foster and Louis Chen. If the two parties were to sit together and put all of their issues out then they can sort their current problems. Starting with good communication between Fost er and Chen will ensure that it continues into their future business dealings.2) Renew the contract with that Louis Chen has with Levendary China. Louis Chen has proven to be a valuable asset with Levendary Caf as he knows the retail market and is impassioned about the work that he is doing. While it is arguable that Chen did not complete his work in a successful manner, he was with out support and was given little direction and free reign from the former CEO, Leventhal. With support and proper structure Chen should be able to work within these constraints. Therefore it can be seen that his contract should be renew for another term with the stipulation that Chen will be workings underneath other Levendary managers in China.3) Denver Headquarters will need to create a business plan for their operations in China. With 23 locations currently in China they will have to decide which locations unavoidably renovations and if all 23 should be maintained. By restructuring the current ope rations in China, Levendary Caf will have a more focused plan that will allow for the China operations to strive. If the Denver Headquarters were to work with Chen and use his knowledge of the China market than they can collaborate and bewilder a structured business plan.4) Once a proper business plan has been go againsted Chen will need immediate support in China. By creating a separate China Division Chen will have the support he needfully to standardize operations and reinvigorate the Levendary brand. Managers with cultural training should be placed into the new China Headquarters. Chen will be a regional Vice chair however a new top manager will be placed in this division who will be above Chen on the hierarchy and will be the direct contact between itself and Denver.Medium Term1) Standardize operations all throughout the China Division. This includes a standardized brand image through all stores and a consistent menu. As with all locations in the United States there are set menu items in all locationswith special items according to the region. Levendary China will need conduct market research that will allow them to understand menu staples that should be available in all locations. In addition regional specialties should be included on the menu. 2) In addition to the standardization of restaurant practices the accounting practices will also need to be re give outed. As per Chinese law all foreign business enterprises must follow the Chinese Generally Accepted Accounting Principles (China Briefing , 2013). Levendary China must follow Accounting Standards for Business Enterprises (China Briefing , 2013) and the Denver Headquarters should hire an international auditor who can then transfer all numbers to follow the US GAAP. 3) Monitor the new business plan for Levendary China and ensure that it is being properly followed and that brand standards are being maintained.Long Term1) Mia Foster should monitor and evaluate China operations on a constant basis. This will ensure that communication is kept to a high standard and that the brand image remains constant. 2) Once operations in China find their place in the market, Levendary China should appoint a Chief Franchise Officer who will develop franchise opportunities in China. This will allow more stores to be built and the brand to have more exposure with less of a expense put on the company. 3) A re-evaluation of their foreign expansion should be completed. The company should decide if they would like to find other potential foreign markets where they could continue the growth of Levendary or if they should focus directly on their domestic growth.excess Questions1. As it relates to the case, explain what this passage implies An old mentor had once told Foster that there were three types of managers in a new businesss evolution to greater scale the go-getter, the local baron, and the professional manager. All three types could be entrepreneurial in spirit, but not all were as well su ited for the various stages of a businesss growth. Chen was clearly a go-getter who had evolved to stick a local baron. The question in Fosters mind was whether he could transition to become a professional manager. Before answering the question of whether or not Louis Chen can become a professional manager, it is important toidentify the characteristics of one. The discussion in class brought to light that a professional manager is someone that has an understanding of the long term goals of a company, understands the value of standardization among all locations and understands the value and importance of brand image. A professional manager should also be educated and trained furthermore, this individual needs to dare the role of middleman and understand top managements goals and pass on this information to his employees while collecting their feedback.Lastly, the class discussion brought to the surface that a professional manager should have extensive core knowledge on how the co mpany should operate. Further research has shown that a professional manager should know how to plan, organize, lead and control all the efforts of his/her employees to complement the companys values and standards (Sandeep, 2013). Howard Leventhal chose Louis Chen for his role because of Chens energy and enthusiasm. On a personal level it reminded Leventhal of himself at a younger age. Howard had told Chen to establish a strong market position as a lascivious to eventually franchise outlets throughout China with the instructions to do the right thing by the concept but was given the freedom to operate the restaurants as he saw fit (Han & Bartlett, 2013). To enter the market in China Chen said himself We just have to be flexibleChinese eat few dairy products, so we should downplay our discontinue soupmost people arent familiar with turkey, but they neck chicken, so well adapt the menu just as we do in the States (Han & Bartlett, 2013). Chen believed that Levendary could succeed if it adapted its food and concept. According to Merriam-Webster Dictionary a go-getter is a person who works very hard and who wants very much to succeed (Encyclopoedia Britannica Company).Chen demonstrated the characteristics of a go getter as he opened up the first Levendary Caf only three months after returning from Denver. This location was a corner ground floor location in a new high-rise office building and the concept of the restaurant was prominent and luxurious. This restaurant was positioned as casual dining with table service and higher prices than local fast food concepts (Han & Bartlett, 2013). This location prove to be a hit among the white-collar employees working in the building. Because of contestation Chen was forced to move quickly to purchase locations for the remaining restaurants and in the first year managed to secure prime locations for good prices and grow the chain to23 restaurants. Then Chen demonstrated he was a local baron with his in depth knowledge of the Chinese market and was familiar with the neighborhoods in Shanghai and Beijing his real estate knowledge was a major asset for the Levendary brand. He said it himself that he was in the trenches running 23 restaurants that he had built by reading market needs and sending opportunities (Han & Bartlett, 2013).Based on the information collected from the case it does not appear that Chen could develop into a professional manager. Because Chen wasnt given any direction, he took it upon himself to change the concept, the look and feel and the menu items of Levendary Caf. However, the way he handled Mia Foster and her colleagues from Denver and based on the comment of a professional manager Chen cant develop into a professional manager and Levendary should look for someone to lead the China team while he continues to focus on the 23 restaurants that he has already built.Chen also became very defensive when Mia tried to communicate with him and based on the definition of a professiona l, he should be open to listen to their suggestions and input and adapt them to Levendary in China. If Chen had the instincts of a professional manager he would have taken it upon himself to contact his colleagues in Denver to update them on the progress he was making in China and should have taken the standards and values of Levendary Caf and applied them in China because that was his responsibility. To become a professional manager Chen would have to see the value of standardizing all the restaurants however he did provide a great syllabus for the future growth of Levendary in China and should be kept on the team with certain responsibilities and be made aware of the expectations from Mia Foster.Works CitedAgriculture and Agri-Foods Canada. (2010). Health and Wellness Trends U.S. Market. Ottawa Government of Canada. Bartlett, C., & Han, A. (2013). Levendary Cafe The China Challenge. capital of Massachusetts Harvard Business School. China Briefing . (2013, February 5). China GAAP vs. U.S. GAAP and IFRS. Retrieved February 10, 2015, from China Briefing http//www.china-briefing.com/news/2013/02/05/china-gaap-vs-u-s-gaap-and-ifrs.html China Briefing. (2014). Retrieved February 10, 2015, from China GAAP vs. U.S. GAAp and IFRS

Free Essay on The Catcher in the Rye :: Catcher Rye Essays

Free Essay on The Catcher in the Rye The catcher in the rye is a work of illustration and a tragic-comedy. I came to choose it because I heard it is about a boy who is around my age. In this book, the main character, Holden Caulfield, tells us a romance about what happened during his Christmas vacation. Holden is a sixteen-year-old boy who has flunked out of a private preparedness school. Because he is afraid that his parents would find out this fact, he goes to a hotel in New York City instead of going home after he leaves school for Christmas vacation. In New York, many things happen to him within a few days. For example, he goes to the hotel bar and meets three women after he low gear arrives there. The women go away soon after he fails to talk with them, and Holden feels lonely(prenominal) and depressed. He goes to another bar to find just aboutone to spend some time with, but he fails to find anyone to talk to and comes bear to the hotel sensation more depressed. In the hotel, he meets a prostitute, but he sends her back without having sex because he feels depressed and sorry for her. He was further let down when she tries to rob him of his money even though he tries to be expert to her. In the next morning, he has a date with an old girl friend, and asks her to flee from this corrupt world and live in the woods with him. However, she tells him he is crazy and then leaves him. Holden meets some more people later, but they excessively cannot solve his problems, and he feels more and more depressed and lonely. He in the end decides to run away and live as a deaf-mute who pull up stakes not need to communicate with anyone. Before leaving, he goes to say adieu to his little sister, Pheobe, who he admires the most. While talking and playing with her, Holden changes his mind and decides to fall his family and because he realizes there are many things that he cannot solve by himself. The theme of this novel is how innocence is corrupted by society. Holden thinks everybody who is grown up is a phony because their behavior and advice are all false. The title of

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We be living in the world of engineering science the most important of all is the communication channels by means of which we digest communicate with each other ever from far. People need to be in contact with each other to continue their life. There ar many ways of communication now a days handle phone, internet, email, mobile and face to face interaction. Over last few days applied science has been developed so fast that now distance of meters are no more far, the person you want to talk is with you on telephone, the promoter we want to chat is at our doorstep through the internet. In scant(p) world has become very small due to improvement of technology and still it is increasing day by day. People now remove Social Media everyplace face to face interactions because its better tool for integrate marketing communication.it also provides platform for raising funds and charity. Furthermore it helps to verification in touch with family members that live far away much easier through the use of online social networking. People now choose social media over face to face interaction because...

Independent Novel Essay on Pride and Prejudice -- essays research pape

Jane Austens Pride and PrejudiceIt is truth universally acknowledged, that a single man in possession of a fair fortune, must(prenominal) be in want of a wife.This quote out of the saucy is the precise first sentence and is also one of the accounts of this novel. Though it whitethorn seem like a strange theme it was actually kind of good, if not great. It gave the story funny moments, unsure twists, and a type of romanticist adventure that almost every girl loves. The theme is simple, yet keeps the audiences fire and involved in entailing what will happen next. Another theme that the novel has is the idea of not judging people by their overall facade, but looking closer into what is truly going on, and in the form of doing that finding yourself as well. Though that theme may be a little difficult to recognize because young ladies in this novel, mainly the white avens girls, generally think of nothing other than finding a good husband. Though that may be the case, this theme is still visible in the text. There was only one Bennet girl, Elizabeth Bennet, who did not constantly think of finding a husband and was the same young lady that had to pack between the lines not only to find herself but to also go bad her love for another.On top of that Elizabeth Bennet, had a mind of her own and had opinions that rough women did not think to be civil for that time period. Yet her opinions were very down to earth and honest. That surprised and fascinated a certain gentleman, a Mr. Darcy. It gave h...