PEST Analysis Of AirAsias Essay Example for Free

PEST Analysis Of AirAsias Essay 1.1Background AirAsia was set up by Dato Tony Fernandes in 2001. In December 2001, Fernandes and his partners set up Tune Air Sdn Bhd (Tune Air), an airline holding company then bought over AirAsia. Now, AirAsia has become one of the most successful airlines in the Southeast Asian region and the pioneer of low cost and no frills travel in Malaysia. The leading low fare airline in the Asia AirAsia has been expanding rapidly since 2001, to become an award winning and the largest low cost carrier in Asia. With a fleet of 72 aircrafts, AirAsia flies to over 61 domestic and international destinations with 108 routes, and operates over 400 flights daily from hubs located in Malaysia, Thailand and Indonesia. To date, AirAsia has flown over 55 million guests across the region and continues to spread its wings to create more extensive route network through its associate companies, Thai AirAsia and Indonesia AirAsia. AirAsia believes in the no-frills, hassle-free, low fare business concept and feels that keeping costs low requires high efficiency in every part of the business. Efficiency creates savings which are then passed on to guests so that affordable air travel can become a reality. Through our philosophy of ‘Now Everyone Can Fly’, AirAsia has sparked a revolution in air travel with more and more people around the region choosing AirAsia as their preferred choice of transport. As AirAsia continuously strives to promote air travel, we also seek to create excitement amongst our guests with our range of innovative and personalized service. The aim of the investigation The aim of this analysis is to conduct a PEST and SWOT analysis in the context of AirAsias international business operations, identifying the major variables involved and the impact of the specific threats and opportunities confronted by AirAsia .Besides that, The purpose of this report is to identify its stakeholders and core competencies, carry out a investigation of its external environment, review a strategic analysis of Airasia to identify opportunities and threats it might face, and to isolate key strengths and any weaknesses that need dealing with. Moreover a SWOT analysis will be carried out to assess the extent to which its strategies are suitable to what is happening in its present environment. Finally, after  identifying competitive strategy a Strategic plan will be made to gain competitive advantage. Chapter 2 DISCUSSION 2.1 Company Overview AirAsia is currently one of the leading low cost airlines in South East Asia which has expanded rapidly and it’s still the second largest air carrier in Malaysia. It dynamic nature of business is based on domestic and international flights, holiday and business arrangements for its customers domestically and internationally around the region with the low fare, safe and convenience means of transportation. (www.airasia.com). AirAsia’s vision To be the largest low cost airline in Asia and serving the 3 billion people who are currently underserved with poor connectivity and high fares. AirAsia’s mission To be the best company to work for whereby employees are treated as part of a big family Create a globally recognized ASEAN brand To attain the lowest cost so that everyone can fly with AirAsia Maintain the highest quality product, embracing technology to reduce cost and enhance service levels AirAsia’s values AirAsia make the low fare model possible through the implementation of the following key strategies: SafetyFirst: Partnering with the world’s most renowned maintenance providers and complying with the with world airline operations. High Aircraft Utilisation: Implementing the regions fastest turnaround time at only 25 minutes, assuring lower costs and higher productivity. Low Fare, No Frills: Providing guests with the choice of customizing services without compromising on quality and services. Streamline Operations: Making sure that processes are as simple as possible. Lean Distribution System: Offering a wide and innovative range of distribution channels to make booking and travelling easier. Point to Point Network: Applying the point-to-point network keeps operations simple and costs, low. Products and Services offered By Air Asia In-flight services: †¢ Air Asia offer food and drinks on board programme . †¢ In-flight services customise meals and merchandise package upon request e.g. caps, T-shirts, and pants. Online services: †¢ Online booking makes it more convenient for its customers to book online anywhere anytime. †¢ Flight information is available to help customers make enquiries on flight schedules arrival and departure time and date. †¢ Chatter –flight: Created for a group of people, business travellers for purposes like meetings, conventions, leisure or even exhibition. Channels of distribution A number of alternate channels of distribution may be available: Selling direct: †¢ Outbound sales forcer †¢ Via mail order, Internet †¢ Telephone sales Selling indirect: †¢ Agent, who typically sells direct on behalf of the producer †¢ Distributor (also called wholesaler), who sells to retailers †¢ Retailer (also called dealer or reseller), who sells to end customers Sales and Marketing AirAsia is an international company, and going global invites a lot of competition. AirAsia has to deal with the competition of local companies in the same field- Airline services. Competition for AirAsia would also be encountered in the virtual world-the internet. As they entered into the use of modern technology such as the public domain would invite competition on the global scale. Different localities and countries have different technological standards, and quality control policies, which AirAsia would have to adhere to, by adherence to these policies; certain intended developments may be possible in certain communities but not acceptable in others. According to CEO’s of the company, Mr. Fernandez, there are a lot workers or low pay salaries earners who would like to travel often to meet their families especially during special occasions but due to how expensive it was that time, their desire are not fulfilled. By introducing a low fare will give all those people opportunity to travel if not more than once in a year. This enables them to identify their target market. Reduced price sales  is one of the basics of securing a target market for AirAsia. They reduce their price to suit their class of customers Branding AirAsia went into intensive General advertisements and other high profile activities, which contributed to the high offering of their companys image. They came with a brand â€Å" Now every one can fly† These points of contact with their target customer help them to build their image, which in turn created loyalty from their customers. Group Discounts and Offers Discounts or other offers can help exposure business to new customers, resulting in a sales increase . AirAsia is a ticketless Airline that allows customers to purchase their ticket online with at a discounted rate. They also have a scheme of group discount and this help to get more target market, especially internet based customers. 2.2Core competencies: Computer Reservation System (CRS) AirAsia’s CRS (Open Skies by Navitaire) has helped it to grow at a dramatic pace in the past couple of years. Tony Fernandes, CEO AirAsia described that Navitaires Open Skies technology has truly enabled Airasias growth from 2 million passengers to 7.7 million passengers in less than two years. Open Skies scaled easily to accommodate our growth. It is an integrated web-based reservation and inventory system. It includes Internet, call center, airport departure control and more. It is a direct sales engine that effectively eliminates the middleman (travel agents) and the sales commissions that need to be paid to them. Enterprise Resource Planning System (ERP) AirAsia has recently (May 2005) opted for a full fledged ERP system implemented by Avanade consultants. By implementing this package AirAsia is looking to successfully maintain process integrity, reduce financial month-end closing processing times, and speed up reporting and data retrieval processes. Self Check In With the use of the new self check in service a quicker and more convenient way to check in using mobile phones, laptops etc, connecting to the internet. This system is easier and faster for customers and their family to  check in at or before they get to the airport without having to queue up at the counter to check in. Air Asia credit card Air Asia offers a choice of credit card facilities to fit in their customers travel life style be it business, leisure, training or holidays. With an Air Asia credit card a customer can purchase any goods or services while travelling anywhere in the world online. Go Holiday services Air Asia has a product called Go Holiday, with the help of E-commerce Air Asia is able to display their coverage maps, holiday resorts, first and average class hotels, car rental services, and activities in different countries with their different rates and prices on Air Asia’s web page.. Using E-commerce, customers are able to select and make a holiday and travel arrangement with a hotel of their choice and class, a pick up car and even medical services. And payments for all this can be done on the internet using credit cards or other online E-payment methods ahead of travel time. Foreign workers and Contractors strategy AirAsia also target most foreign workers from Indonesia, Singapore, Thailand, China, Macau who may not afford the expensive flight home and offer them the cheap fare which attracted most of them as would go home very often without paying much. 2.3 The Competitors Companies in all industries have direct as well as indirect competitors. Direct competitors in the aviation industry are companies that offer flights to similar destinations on comparable terms of travel. Direct competitors include: Malaysia Airlines: offering flights in same routes . Singapore Airlines: offering flights on same routes between London and Kuala Lumpur. Thai Air : operating flights between Bangkok an Kuala Lumpur. Air Srilanka: operating flights between Colombo and Bangkok. AirAsia are facing strong competition with major international and national airlines on the market shares In contrast to other airlines ,AirAsia offers better value for money 2.4Analysis of Environmental Factors In analyzing the macro-environment, it is important to identify the factors that might affect a number of vital variables that are likely to influence the organization’s supply and demand levels and its costs (Kotter and Schlesinger 1991). The external environment of any organization can be analyzed by conducting a PEST analysis. The acronym PEST is used to describe a framework for the analysis of a range of macro environmental factors including the Political, Economical Social and Technological environment. PEST Analysis for AirAsia: Political Flying outside Malaysia is difficult. Bilateral agreement is one of the main obstacles in the way of low cost carriers. Landing charges is also another big influencing factor on costing of low fare airlines. The low- cost airline industry in south-east Asia has been underdeveloped because the aviation market is tightly regulated by bilateral air rights agreements. Threat of terrorism, people is afraid to fly after the September 11 terrorist attacks incident. Economic In spite of strong competition from Malaysian Airline (MAS), AirAsias low-cost carriers offering cheap tickets and few in-flight services are gaining attraction in the region. Current recession hit the aviation business. But with this economy slowing down, more people will want to enjoy its cheap tickets. Oil prices is another regulatory factor for this type of airlines. If oil prices go high, it is very difficult to control cost of operation. Social Passengers are reluctant to board a no-frills airline for a long-haul flight. Increasing worlds population, tourists and number of educated people helpful for the growth of aviation industry. Outbreak of the Severe Acute Respiratory Syndrome (SARS) has scare people to fly. AirAsia commit to Safety First; comply with all regulatory agencies, set and maintain consistently high standards; ensure the security of staff and guests. Technology AirAsia provides online service that combines air ticketing with hotel  bookings, car hire and travel insurance. To help keep costs in check, Air Asia has pushed internet booking services. AirAsia also recently introduced GO Holiday, the airlines online programme where guests can book holiday packages online in real time AirAsia has bought in A320 to replace Boeing 737. The Airbus A320s improved fuel efficiency and extra capacity which leads to better performance and reliability. SWOT analysis for AirAsia Strengths Low operational and maintenance cost by having a single aircraft type fleet i.e. from Boeing 737 to Airbus A-320. Economy of scales benefits. Low operating cost due to being No Frill, online reservations system, quick check in etc. There is huge untapped market in the region, especially for business travellers and for-the-first-time-flying segment. As it is low cost airlines, it can target customers who are currently using non-aircraft modes like, Bus, Trains, car to travel to distances. Weakness Huge investment to purchase air planes and implementing latest technologies there is high amount of operational cost. Rising fuel price. Increased the operational cost. The flight times are more or less limited to 2.5 hours. So they cannot operate flights of longer duration without any Frill, so No-Frill becomes impossible to implement for passengers. Opportunity Low fares offer by AirAsia has encourage people from all walks of life style to fly. Especially, during economy down turn. Airbus A320 would encourage greater passenger capacity and offer comfortable service to customers. Introduction of SMS booking allows customer to book their seat at anytime and anywhere. With the commitment in ensuring the security of staff and customers, customer will have more confident to fly via AirAsia. Threats There are more no-frills airlines may take off in Asia to meet increasing consumer demand following the success story of Malaysias budget carrier AirAsia. Singapore Airlines plans to launch a budget carrier, they see the success of AirAsia. They know how big the market is and how good the opportunity is in Asia. Travelers may not choose AirAsia if they are to  travel long distance flight. They will prefer airlines such as MAS or SIA which provide better services. Demand to fly decreased via terrorism and outbreak of the SARS. 2.5 Marketing Plan Cost advantages activities: AirAsia already introduced cost advantages activities. Some of them describe below: Utilising one type of aircraft (Boeing 737-300 which will be fully replaced with Airbus A320) results in reduction of maintenance cost (one of the major expenses in airline industry), scheduling cost, administrative cost, and inventory of parts. Creative and low-cost advertising significantly reduces marketing cost. On the other hand, AirAsia direct sales through internet, call centres, walk-in airport sales, and sales offices significantly reduce the commission fee to travel agents as AirAsia only assigned its sales to limited travel agents AirAsia assigned multi-skilled cabin crews (2-3crews/flight), cost-effective training, performance based reward and incentives systems Target Market: Low- income Customers and tourism segment Malaysia emergence as a regional business and tourism hub has provided AirAsia plenty of room for growth and has fuelled regional air passenger traffic. Transit passengers Kuala Lumpur is the operational hub for AirAsia, which is the best connection point between Europe and Asia/Australia has supported the growth of their business. AirAsia has been using this connection point to promote their business. 2.6 Proposed Strategy for further expansion of AirAsia Extending New Routes: Extending current services into new markets may be helpful to further growth of this company. It is possible to achieve this strategy by launching existing services into new geographical area or new market segments. Adding new routes and destinations are possible; especially there is growth Malaysia and East Asia tourism. Activities related to this strategy: Marketing research Feasibility Study Contract with hotels and tourist agency at new destinations Finding out strategic partner Marketing new routes and destination Time frame and cost: It will take 1 to 2 years to start a new route and estimated cost around $200 million to new aircraft and for marketing cost. Organizational change: Recruiting new employees Arranging training for new employees Opening new office in new destination Evaluation criteria: New destinations are implemented to achieve new market development. Flight number in new destination is the best way to measure result of this strategy. Private Suite for business customer: Introducing new services into existing markets implies product development. This strategy involves the development of fresh competencies and requires business to expand customized services which can apply to current markets. That’s why Emirate Airlines introduce high quality first class private lounges to attract business travelers. Activities related to this strategy: Technical and feasibility Study Allocated budget Contract with a company to install new facility. Installation and modification of aircraft’s onboard facilities Time frame and cost: It will take 6 months to 1 year to complete installation new facilities in a single aircraft and estimated cost around $0.2 million to new aircraft and for marketing cost. Organizational change: Recruiting new employees to serve business customer Contract with new or existing company for catering service for business customer. Evaluation criteria: Quantitative measurement of this product would be number of booking or occupancy. Chapter 3 CONCLUSION 3.1 Conclusion By studying PEST, SWOT and marketing analysis, it could be said that AirAsia  is situated in standard cycle markets where it get competitive advantage for its business policy and strategy. Providing customers with superior products and services with low fare is synonymous to the AirAsia brand. However, it is necessary that Airasia should re-evaluate its strategies and focus on core values and competencies. For this why, AirAsia should reconsider their market and specific routes to obtain value other than price and survive the competition. From this study, it is possible to say that still there is some other option to expand this company. Adding new route and introducing business class suite may be suitable option for AirAsia for further growth. 3.2 Recommendations To remain leader in the market in serving customers, AirAsia has to re-evaluate their current strategy. Recommendation for improvement can be outlined as follows: AirAsia should make any major changes to their strategy after proper technical and feasibility study to avoid unnecessary risks. Oil price is a big factor to low fare airlines. So this company should make longer contracts with fuel suppliers for more stability As Airasia operates their fight very frequently, so they should have a spare aircraft at each location to avoid delays. AirAsia should consider environmentally friendly operation system as such as carbon offsetting to save environment. REFFERENCE Daniels, J. D. Radebaugh, L. H. (1998), International Business ‘Environments and Operations, 8th edition, Addison-Wesley, USA. Peng Mike W, 2006, Global Strategy, Thompson, United States Porter Michael E, 1998, Competitive Advantage, The Free Press, United States. Websites: www.airasia.com www.navitaire.com/res

The International Marketing Strategies Of Companies Marketing Essay

The International Marketing Strategies Of Companies Marketing Essay It is not too long ago when people from one part of the world did not know the existence of others. Peoples desire to share knowledge and explore the whole world led to some major exploration likes Marco Polo and Christopher Columbus, who made the connection between Europe and America. Before this period, people had no scope to know about knowledge or innovations of others. It was the 16th century A.D. that brought Patagonian Indians to America. During the 17th century Europeans discovered Australia and by that time the whole world was recognized and was ready for contact and trade activity. This can be considered to be the earliest recorded history of the beginning of a new era called globalization. (Daniels et al. ,2002). Although the idea of globalization and its relation to the business world is not too old and it is only in the last two decades that the current trend of globalization has brought a dramatic change to the business world (Thoumrungroje Tansuhaj, 2004). In the book, Globalisation in world business, the author A. G. Hopkins said globalization is not simply a western experience. The key is to understand the globalizing processes which include ancient and modern as well as western and eastern dimensions. The representative of globalisation could be anywhere starting from spiritual leaders and their beliefs to crowned heads and their royal family; travelling soldiers and scholars or even traders or general community people (Bell, 2003). However, Globalization has been defined by Jane Fraser and Jeremy Oppenheim (1997), in the simplest terms, as a process by which the worlds economy is transformed from a set of national and regional markets into a set of markets that operate without regard to national boundaries. WHAT DRIVES IT? In mid 1980s, after facing some fast changes in cold war, East world-West world relation became almost friendly. In addition, after the fall of Soviet Union, lot of emerging markets appeared in the context of world market, with an aspiration to enhance their living standard. In 1990s West German and East Germany re-merged and appeared as a potential industrialist country in world market. Many Eastern Europe countries and transition economies countries joined in European Union. China and India started exporting goods and services to large regions of the globe, particularly to the United States. The powerful economic growth of countries, resulted in enlarged local demands, leading to divergence between provinces, discriminations in income, anxieties about employment, and increases in energy prices (Czinkota and Samli, 2007). The USA market took the leadership role in this current trend of globalization. Factors like decentralization, privatization, deregulation as well as the growth of cyberspace made the globalization process faster. Through decentralization, new trading markets and trading blocs have emerged around the world. The companies are able to produce, buy or sell goods anywhere in the world and meet the local and regional needs. On the other hand, deregulation removed the trade barriers and helped to form NAFTA, LAFTA and World Trade Organization. Also, non government organization became involved in globalization through the process of privatization. Countries like India and China became more involved in global trade due cyberspace and technological improvement (Czinkota and Samli, 2007). Many authors and scholars have talked about many characteristics of globalization around the world. But factors like fast technological progress, the deteriorating role of the nation state, transfer of industrial production from western countries to newly industrialising countries for cheap labour and material are key drivers of globalization (Brown, 1999). THE EFFECT OF GLOBALISATION The effects of globalization are spreading widely day by day. All the major industries and business of both developed and developing countries, along with individuals, are affected by globalization. (Garrette, 2000). The current business environment is more aggressive and competitive and can be characterised as hypercompetitive environment (DAveni, 1994). As markets are becoming more global day by day, the trade involves more countries and economies around the world. World merchandise trade was $157 billion in 1963 and it has become $10,159 in 2005 which is a significant increase of $10 trillion. Also, service trade which used to be $365 billion in 1980 has increased to $2,415 billion (Held Mcgrew, 2007). The effect of globalization brought dramatic changes in the business environment and companies are restructuring their business due to this reason (Jones, 2002). One of the most strategical change and significant business development in the recent years, is the formation of co-marketing alliances (Hwang and Burgers, 1997). Globalization does not always bring good outcome to all people. It has badly affected the job sector of the developed countries, where jobs of manufacturing sector has decreased. As production plants have moved to the low cost producers and unavailability of alternative employment, many are still unemployed. Other issues for developed countries include the debt obligations to international bank. The amount has increased to $1 trillion which has an adverse impact on their economy. The privatisation sector, deregulation and currency adjustment has been affected due to this reason (Roukis, 2006). Globalization has consequences on our culture as well. The globalization of culture also affects cities. As people around the world exchange cultural symbols, they tend to forget their own cultures and identity. The exchange of cultural symbols has increased dramatically in the recent decade due to the availability of communication technologies. (Nijman,1999). Globalization also caused the remarkable increase in inequality between rich and poor countries. Also, globalization is related with globally organized crime, ethnic clash, environmental disaster, and the collapse of many states and the emergence of others, terrorism, militarism, proper democratic system as a political condition for international aid, the rise of civil wars etc. (Santos, 2006). On the other hand, Held Mcgrew (2007) suggests that economic globalization could encourage economic development as well as it could be the only successful path to global poverty reduction. During 1970, there were more than 1400 million people who used to earn less than $2 a day and during 1998, this figure came down to less than 1000 million. WHAT IS MARKETING STRATEGY? According to Varadarajan Clark (1994), Marketing strategy is concerned with the creation of a marketing mix that enables the business to achieve its objectives in a target market. Marketing strategy is the main and most important principle that a firm uses to organize and allocate its resources for generating profit from customers, who are an integrate part of the market (Kim, 2004). Aaker (2009 cited by Kyung Hoon Kim et al., 2012) notes that marketing strategy can involve a variety of functional area strategies including positioning, pricing, distribution, and global strategies. The overriding principle driving a firms marketing strategy is that, marketing strategy depends on the companys vision for its future. This vision generally reflects where the firm expects to position itself in five to ten years-in effect, how the market perceives the firm. The development of a marketing strategy needs a basic assessment of both the firm and the market. The strategy, chosen, has to be the best at increasing the firms assets, with respect to the target market (Kyung Hoon Kim et al., 2012) Also, the key task of international marketing management is to establish a companys overall international strategy which also decides the degree of international integration of the company (Ghauri Cateora, 2006). INTERNATIONAL BUSINESS AND GLOBAL MARKETING Global marketing or globalization of markets is a key issue for multinational business firms. Many companies who markets global products around the world such as Nestle, Sony, Toyota and many others has to carefully look for opportunities in the international markets. Globalization of markets is a challenging issue for governments and political party or trade unions while business related people or organizations encourage the initiative of open trade which connects different markets by going beyond the national boundary. According to Solberg (1997), cited by Hollensen (1998), the following table explains nine strategic windows which are major motives for firms to internationalise. At immature stage, where firms have little experience, it is better not to go for international markets. Instead they should strength their position in the home market. Also, if firms find themselves smaller and weaker among other multinational firms in the global market, then Solberg (1997) suggests that the firms should try to increase its net assets by attracting potential partners for a future by-out bid. This could be a good option for small and medium size enterprises who are supplying advanced high-tech components to large industrial buyers. Firms also can overcome their competitive disadvantages by going into alliances with other firms. Preparedness for internationalization Mature 3.Go into new business 6. Prepare for globalization 9. Strengthen your global position Adolescent 2.Consolidate your expert markets 5. Consider expansion in international markets 8. Seek global alliances Immature 1. Stay at home 4. Seek niches in international markets 7. Prepare for a buy-out Local Potentially global Global Industry globalism Table. The nine strategic windows , Source: opted from Solberg (1997), cited by Hollensen (1998). The technological advancement of the 21st century has been a key factor behind global marketing. The exchange of information has become easy and transport has become more cheap and comfortable. Consumers around the world wants new and innovative product even if they are being made in the other part of the world because technology makes them aware about the existence of that new product. Business firms accept this commercial reality and as result enjoy greater economies of scale in production or marketing or distribution. As a result, the globalization of business helps them to offer products at a cheaper rate and thus gain a competitive advantage among its competitors (Buzzel et al.,1995). Although global marketing strategy and globalization of markets are two interrelated areas but there is a little difference between them. Global marketing strategy is needed in order to improve the efficiency of operations while globalization of markets is occurring due to the homogeneity of demand across cultures (Ghauri cateora, 2006). Due to the raise in globalization of markets day by day companies find they are inevitably surrounded by foreign consumers as well as their competitors and suppliers. On the other hand, different countries have to admit the limitation of their own assets and the advantage of trade activities outside their own boundaries. Thus engaging in international business for both firms and countries are very much essential. According to Ghauri and Cateora (2006), the following factors play an important role in shaping of international business. Each country or economy is dependent to other economies. The formulation of free trade areas such as ASEAN, EU, APEC and NAFTA and the expansion of business activities in those areas. Countries having greater purchasing power due to their improving economy The arrival of new and potential markets with a large number of customers such as countries like India, China, Russia, Brazil, Malaysia etc. Technological advancement has been the key factor behind the improvement of transportation and communication. In order to engage in international business, companies need to have proper international marketing strategies. As international markets bring new opportunities and threats, appropriate strategies could help them to overcome possible difficulties in the international markets. Also, international companies need to respond to customer needs and wants by adapting existing product or by bringing new product to the market. (Bradley, 2002). International marketing exists all around us due to the globalization and provides new opportunities and challenges for marketers around the world. (Czinkota and Samli, 2007). EFFECT OF GLOBALISATION ON COMPANIES MARKETING STRATEGIES According to Czinkota Samli (2007), Globalization enables international marketing to take place all around us, and to continuously offer new opportunities and challenges. Successful economies are always driven by customer needs and wants. The bureaucratic plans do not play an important role there. On the other hand, a firm must have a strategic response to the challenges of global market. Companies which are expanding their business in domestic market need to choose an appropriate strategy suitable to their situation. Since a global company is involved in many countries economy, it brings the idea of standardizing the marketing activities. The recent trend in globalization encourages the companies as well as countries to engage more in world trade activities. World exports were three times higher in 1998 than 1950; according to a WTO estimate, in 2001 this ratio was 29 per cent and in 2005 it was 27 per cent comparing to 12.5 per cent in 1970 and 17 per cent in 1990. In spite of 11 September attack in the USA the world economy is still achieving a rapid growth (Held Mcgrew, 2007). Also, Czinkota and Samli (2007) suggest that the base of globalization has two dimensions. The first one deal with deregulation, decentralization, the development of electronic data transfer and the other is characterised by capital flow, information and technological development. These features accelerate globalization, which enable companies to engage in international trade activity. Thus globalization provides a powerful foundation for international marketing to make progress. CO-MARKETING ALLIANCES According to Hewang and Burgers (1997, cited by Thoumrungroje and Tansuhaj, 2004), one of the recent trends to overcome the globalization effects has been the formation of marketing alliances. As companies around the world are restructuring their business to meet the global threats co-marketing alliances can bring greater success in the international marketing performances. In simple words, Anderson and Narus (1990, cited by Louis P. Bucklin Sanjit Sengupta, 1993) defines Co-marketing alliances as a form of working partnership with mutual recognition and understanding that the success of each firm depends in part on the other firm. Its a contractual relationship between the two firms, whose respective products acts as complimentary products, in the market. The purpose of such relationship is to intensify and/or build awareness, about benefits of such complementarities. The co-ordination between firms can be extended into product development, product and even research development. Also, according to Hoskisson et al. (2004, cited by Thoumrungroje and Tansuhaj, 2004), co-marketing alliances are a particular type of strategic alliance which is a business level competitive strategy. The primary focus of such alliance is to create a competitive advantage in the international market. It is also called horizontal complementary strategic alliance. The main objective of such alliance formation is to maximize the companies profit by utilizing their resources and capabilities. Co-marketing alliances also helps firms to gain better market position through increasing sales and market share. The following figure explains the relationship between co-marketing alliance, globalization effects and international marketing performance. Global Competitive environment Global Market Uncertainty Cooperation in Co-Marketing Alliance International Marketing Performance Global Market Opportunities Figure1.4 Conceptual relationship of globalization effects, cooperation and performance. Source. Adapted from (Thoumrungroje and Tansuhaj ,2004). Thoumrungroje and Tansuhaj (2004) suggest there are two kinds of globalization effects. They are global market opportunities and global market threats. Global market opportunities encourage the mergers of different firms, by combining their resources; from which, more powerful and larger group can emerge. Such groups are capable of providing a complete range of new product and services and thus gain the customer preferences. In United States, Citigroup and Travellers Group have merged together and have become one of the most successful financial service providers in the world. Also, powerful companies like General motor is attacking different sector by offering credit cards.(Doole Lowe, 1999) On the other hand, Thoumrungroje and Tansuhaj (2004) also suggest global market threat could be classified into two categories. It is consists of global market uncertainty as well as the intensity and the level of competition. Global market threats are increasing due to, the easy access opportunity in the international markets. However, Co-marketing alliance does have significant management challenges, in spite of its potential contribution. There are chances of disagreement between partners, as they often tend to compete with each other in terms of product lines and occasionally, even those covered by co-marketing agreement. In fact, there is a high possibility of opportunism as one of the partners may use the other to gain market position only; or may be to build technological skills from the knowledge of the others intellectual property. (Louis P. Bucklin Sanjit Sengupta, 1993) STANDARDISATION VERSUS ADAPTATION Its been a long time, since the two opposing international marketing strategies have been debated upon standardisation versus adaptation of products. Standardization means selling essentially the same product in all markets. The advantage of standardisation is low costs, as designing, manufacturing and distributing same product across countries involves less of investment. However, selling identical products across borders may be undesirable due to differences in the legal environments, distribution channels, climates, topography, levels of market and technological development, and competitive and cultural factors. As customers of different countries have different requirements, a standardised product might not be able to satisfy all customers. (Roger J. Calantone et al. 2004) On the other hand, product adaptation refers to the degree to which the physical characteristics or attributes of a product and its packaging differs across national markets (Cavusgil et al., 1993 cited by Roger J. Calantone et al. 2004). Though customising products for different markets increases cost, the adapted products are more likely to fit the needs of the varied range of customers of different countries and become more acceptable; but would command higher margins, generating greater revenues. For example, Procter Gambles (PG) Oil of Olay skin moisturizer has different type of product in different countries, based on research of the need of customers in those countries; instead of just changing the language on the bottle of the same product. Doole and Lowe (1999) suggests within the elements of marketing management products or service image or marketing objective and strategies can be standardised easily than pricing or distribution. Pricing Differentiation Distribution Sales force Sales promotion Product Image Objective strategy Standardisation A firm taking a global approach means they are standardising their marketing activities to some extent and the firms who have multi-domestic approach means they adopt totally different policy for every single market. In one of the important studies on this topic, Cavusgil et al. (1993) concluded that it is difficult to make blanket statements about suitable standardization/adaptation strategy without an examination of (these factors). The preferable option for firms is to take such a strategy which is a mixture of standardisation as well as adaptation of the different elements of marketing management programmes. Most companies around the world globalise some elements of the marketing mix while localising others and they use a combination of multi-domestic, global or regional, and transitional strategies. Many international firms find it difficult to optimally balance standardizing and adapting their marketing, specifically the marketing strategies, across national borders, in order to be successful. Also, in the process of internationalisation, firms need to find the correct approach towards globalisation, regionalisation and localisation of business activities, in general, along with finding a way to transfer the approach to their marketing strategies level (Stefan Schmid and Thomas Kotulla, 2011).

Neural Cells as Harmony Detectors :: Neurology Brain Essays

Neural Cells as Harmony Detectors The issues of harmony have notably low profile in the current AI research. Meanwhile, when it comes to brain architecture, harmony plays the central role. As we hope to demonstrate in this essay, neural cells act primarily as local harmony detectors. On a less local scale, the consensus is that perceptions correspond to certain stable periodic patterns of neuron firing. A harmony-based architecture would probably be more successful than current AI paradigms. It would help here to recall the basics of neuron firing theory. In the rest state neuron membrane typically has electrochemical polarization potential of 70 millivolts. When the firing impulse comes to the neuron from another neuron via the corresponding synapse (the site of their connection), this polarization potential changes, typically by 1-2 millivolts or less. If the polarization potential decreases beyond the threshold of approximately 60 or 55 millivolts, the neuron fires, otherwise the polarization potential tends to rapidly relax to the original rest level of 70 millivolts. Hence, when the reception of an impulse via a synapse decreases the membrane polarization potential of the receiving neuron, we call this synaptic connection excitatory, because the decrease of the polarization potential makes it easier to fire for our neuron. Otherwise, the synaptic connection is called inhibitory. Because the reception of an impulse changes the polarization potential by at most 2 millivolts and because the polarization potential tends to rapidly relax back to 70 millivolts, the neuron can fire only if it receives several (from 4 to more than a dozen) impulses via excitatory connections simultaneously or in a very quick succession. Hence the neuron works as a detector of several excitatory impulses coming almost simultaneously. So we can say that the neuron detects the harmony between its incoming impulses. Now we shall turn to learning mechanisms in the brain, and observe that the local learning (on the level of one neuron) is directed towards detecting this harmony even better. As we have noted, the reception of an impulse changes the polarization potential usually by 2 millivolts or less. The actual value of this change is usually called synaptic strength. This value is not constant, but changes with time. This ability of synaptic strength to change is the key mechanism of neural learning and is called synaptic plasticity. The most typical rule of synaptic plasticity for excitatory connection works approximately as follows. If a neuron fires shortly after receiving an excitatory impulse (i.

The Foils in Shakespeares Hamlet :: GCSE English Literature Coursework

Foils in Hamlet A foil is a minor charater in a literary work that compliments the main character through similarities and differences in personality and plot. Among all the foils in Shakespear[e]'s "Hamlet," [Titles] Laertes has the biggest impact on Hamlet's character. While Hamlet maintained his status as prince, it was Laertes that represented the well bred son of the royal family and the traditional revenge hero. [The thesis does not cover the essay.] Some similarities in Laertes and Hamlet were that they were both students. Laertes and Hamlet were dutiful sons that [who] were outraged and felt personally wronged by their fathers' deaths. They swore to get revenge against the assailant. Laertes and Hamlet both blamed Claudius for the deaths of their fathers'. [no '] Also, Hamlet and Laertes posed a threat to Claudius because of their potential for becoming king. They go above the law in order to seek justice, which discredits the honorable basis of their actions. There was a shared love for Laertes's sister, Ophelia. Hamlet and Laertes have seen the ghost of Hamlet's father. [?] One of the differences in Laertes and Hamlet was that Laertes allowed his anger and grievance of his father's death to be known. Whereas when Hamlet's father died, he secretatively [sic] ran [?] and was deemed crazy. Laertes goes to school and indulged in a Parisian lifestyle, as Hamlet chose to study at Wittenburg in a more subdued environment. [Interesting point] Laertes has a lot of passion whereas Hamlet has none. Laertes was only raised by his father as Hamlet had a mother and father to raise him. Also, Laertes was portrayed as the well bred son of the counselor of a royal family and Hamlet portrayed [?] the role of a commoner. The ghost of Hamlet's father would talk to Laertes as he would to Hamlet. [Not true] Being an ambitious young prince was a similarity in Fortinbras and Hamlet. They are both on a mission of revenge. Also, both Fortinbras and Hamlet lost their fathers'. [no '] Ironically Denmark is a similarity because it was initially controlled by Fortinbras' father, then Hamlet[' H-50]s' father, then Hamlet, and finally returning to Fortinbras. [Nice point] Fortinbras had a family tie with Hamlet's love Ophelia. [This needs a citation from the play -- I don't remember it.

Prostitution in the Victorian Era Essay -- Exploratory Essays Research

Prostitution in the Victorian Era There were many prostitutes during the Victorian era. Most were lower-class women, with the exception of the mistresses kept by upper-class men. According to Victorian standards, respectable women did not consider sexual intercourse pleasurable. It was their duty to be intimate with their husbands. Having affairs was disgraceful (Waters). Prostitutes, on the other hand, were sexually intimate with men because they enjoyed sex. Men enjoyed prostitutes because they could not enjoy their wives. Victorian femininity was not defined by sexual pleasure, while Victorian masculinity was defined by sexual pleasure and conquest.    Prostitutes did not necessarily â€Å"enjoy† their sexual encounters with men, as Victorians tended to believe. Prostitution was their survival. Lower-class women did not become prostitutes because they wanted to. They became prostitutes because they had no alternate choice for survival. There were few options that allowed women to live off her own income instead of her family’s income, and once she e...

Iron Crowned Chapter 1

Don't confuse fairy queens with fairy princesses. Where I come from, girls who want to be fairy princesses usually dream about gossamer wings and frilly dresses. Pink dresses, at that. I'm pretty sure rhinestones are part of being a fairy princess too, as are cute wands with stars on top that grant wishes. Fairy princesses expect lovely lives of luxury and lounging, ones that involve small woodland creatures waiting on their every need. As a fairy queen, I can admit that there is a bit more involvement with woodland creatures than one might expect. But the rest? A total joke. Fairies – the kind I deal with, at least – rarely have wings. My wand is made of rough gemstones bound together, and I use it to blast Otherworldly creatures out of existence. I've also whacked a few people in the head with it. My life is dirty, harsh, and deadly, the kind of life no frilly dress could withstand. I wear jeans. Most important, I look horrible in pink. I'm also pretty sure that fairy princesses don't have to deal with this kind of shit first thing in the morning. â€Å"I have killed †¦ Eugenie Markham.† The words rang out loud and clear through a dining room filled with about thirty people eating at round wooden tables. The ceilings were vaulted, and the rough stone walls made it look like part of a medieval castle because †¦ well, it kind of was. Most of the morning diners were soldiers and guards, but a few were officials and high-ranking servants who lived and worked within the castle. Dorian, King of the Oak Land and my bondage-loving Otherworldly boyfriend, sat at the head table and looked up from his breakfast to see who had made such a bold statement. â€Å"I'm sorry, did you say something?† The speaker, standing on the other side of the table, turned as red as the uniform he wore. He looked about twenty-something in human years, meaning he was probably a hundred or so in fairy – or gentry, the name I preferred – years. The guy bit his lip and straightened his posture, making another attempt at dignity as he glared at Dorian. â€Å"I said I killed Eugenie Markham.† The man – a soldier, it appeared – looked around at the faces, no doubt hoping his message would inspire horrified reactions. Mostly his words brought about good-natured confusion, largely because half of the people gathered in the room could see me standing in the hall outside. â€Å"I have killed your queen, and now your armies will crumble. Surrender immediately, and Her Royal Majesty, Queen Katrice of the Rowan Land, will be merciful.† Dorian didn't answer right away and didn't look very concerned. He delicately patted his mouth with a brocade napkin and then returned it to his lap. â€Å"Dead? Are you sure?† He glanced over at a dark-haired woman sitting beside him. â€Å"Shaya, didn't we just see her yesterday?† â€Å"Yes, sire,† replied Shaya, pouring cream into her tea. Dorian brushed autumn-red hair out of his face and returned to cutting up the sugary, almond-coated pastry that was serving as his most important meal of the day. â€Å"Well, there you have it. She can't be dead.† The Rowan soldier stared in disbelief, growing more and more incredulous as people continued to either regard him curiously or simply ignore him altogether. The only person who seemed mildly concerned was an elderly gentry woman sitting on the other side of Dorian. Her name was Ranelle, and she was an ambassador from the Linden Land. She'd only arrived yesterday and clearly wasn't used to the wacky mishaps around here. The soldier turned his attention back to Dorian. â€Å"Are you as insane as they say you are? I killed the Thorn Queen! Look.† He threw down a silver and moonstone necklace. It clattered against the hard, tiled floor, and the pale, iridescent stones just barely picked up some of the morning light. â€Å"I cut this off of her corpse. Now do you believe me?† That brought some silence to the room, and even Dorian paused. It was indeed my necklace, and seeing it made me absentmindedly touch the bare spot on my throat. Dorian wore his perpetually bored expression, but I knew him well enough to guess at the maelstrom of thoughts swirling behind his green eyes. â€Å"If that's true,† Dorian replied at last, â€Å"then why didn't you actually bring us her corpse?† â€Å"It's with my queen,† said the soldier smugly, thinking he'd finally gained ground. â€Å"She kept it as a trophy. If you cooperate, she might release it to you.† â€Å"I don't believe it.† Dorian peered down the table. â€Å"Rurik, will you pass the salt? Ah, thank you.† â€Å"King Dorian,† said Ranelle uneasily, â€Å"perhaps you should pay more attention to what this man has to say. If the queen is dead – â€Å" â€Å"She's not,† said Dorian bluntly. â€Å"And this sauce is delicious.† â€Å"Why don't you believe me?† exclaimed the soldier, sounding oddly childlike. â€Å"Did you think she was invincible? Did you think no one could kill her?† â€Å"No,† admitted Dorian. â€Å"I just don't think you could kill her.† Ranelle tried again. â€Å"My lord, how do you know that the queen isn't – â€Å" â€Å"Because she's standing right there. Will you all shut up now so I can eat in peace?† The interruption – and end to this farce – came from Jasmine, my teenage sister. Like me, she was half human. Unlike me, she was totally unstable and was consequently eating her breakfast while wearing loose but magic-stunting handcuffs. She also had headphones on, and the breakfast debate must have been overpowering her current playlist. Thirty faces turned toward where I stood near the doorway, and there was a mad scramble as almost everyone shoved back their chairs and tried to rise for a hasty bow. I sighed. I'd been comfortable leaning against the wall, resting from a hard night's journey as I watched this absurdity unfolding in my Otherworldly home. The gig was up now. I threw back my shoulders and strode into the dining room, putting on all the queenly airs I could. â€Å"The reports of my death have been greatly exaggerated,† I announced. I had a feeling I'd messed up the Mark Twain quote, but in this crowd, nobody knew the reference anyway. Most thought I was simply stating the facts. Which, really, I was. The Rowan soldier's flushed face suddenly turned white, his eyes bugging out. He took a few steps backward and glanced uneasily around. There was really nowhere else he could go. I gestured for those who were standing and bowing to sit down as I walked up to my necklace. Picking it up from the floor, I eyed it critically. â€Å"You broke the clasp.† I studied it for a few more moments and then turned my glare on him. â€Å"You broke it when you ripped it off my neck while we were fighting – not when you killed me. Obviously.† I just barely recalled grappling with this guy last night. He'd been one among many. I'd lost him in the midst of the chaos, but apparently, Katrice had decided to send him here with a story after he'd captured this â€Å"evidence.† â€Å"You look amazing for being dead, my dear,† called Dorian. â€Å"You should really come join us and try this sauce that Ranelle brought.† I ignored Dorian, both because he expected me to and because I knew I didn't look so amazing. My clothes were ripped and dirty, and I'd accrued a few cuts in last night's battle. Judging from the haze of red I kept seeing out of the corners of my eyes, I had a feeling my hair was frizzy and sticking up in about a hundred different directions. It was already turning into a hot day, and my stuffy castle was making me sweat profusely. â€Å"No,† gasped the Rowan soldier. â€Å"You can't be alive. Balor swore he saw you fall – he told the queen – â€Å" â€Å"Will you guys stop this already?† I demanded, leaning in close to his face. This made a few of my own guards step nearer, but I wasn't worried. This loser wouldn't try anything, and besides, I could defend myself. â€Å"When is your fucking queen going to stop turning every rumor about Dorian or me dying into some huge proclamation? Haven't you ever heard of habeas corpus? Never mind. Of course you haven't.† â€Å"Actually,† piped in Dorian. â€Å"I know Latin.† â€Å"It won't work anyway,† I growled to the Rowan guy. â€Å"Even if I were dead, it's not going to stop our kingdoms from trampling yours.† That pulled him out of his stupefied state. Fury lit his features – fury spiked with a little bit of insane zeal. â€Å"You half-breed bitch! You're the one who's going to be blighted from existence! You, the Oak King, and everyone else who lives in your cursed lands. Our queen is mighty and great! Already she's in negotiations with the Aspen and Willow Lands to unite against you! She will grind you with her foot and take this land, take it and – â€Å" â€Å"Can I kill him? Please?† This was Jasmine. Her gray eyes looked at me pleadingly, and she'd taken the headphones off. What should have been teenage sarcasm was actually deadly seriousness. It was days like these I regretted keeping her in the Otherworld, rather than sending her back to live with humans. Surely it wasn't too late for reform school. â€Å"I haven't killed any of your people, Eugenie. You know I haven't. Let me do something to him. Please.† â€Å"He's under a truce flag,† replied Shaya automatically. Protocol was her specialty. Dorian turned toward her. â€Å"Blast it, woman! I've told you to stop letting them in with immunity. Wartime rules be damned.† Shaya only smiled, unconcerned by his mock outrage. â€Å"But he is protected,† I said, suddenly feeling exhausted. Last's night battle – more of a skirmish, really – had ended in a draw between my armies and Katrice's. It was incredibly frustrating, making the loss of life on both sides seem totally pointless. I beckoned some of my guards forward. â€Å"Get him out of here. Put him on a horse, and don't send him with any water. Let's hope the roads are kind to him today.† The guards bowed obediently, and I turned back to Katrice's man. â€Å"And you can let Katrice know that she's wasting her time, no matter how often she wants to claim she's killed me – or even if she manages it. We're still going to see this war through, and she's the one who's going to lose. She's outnumbered and out-resourced. She started this over a personal fight, and no one else is going to help her with it. Tell her that if she surrenders immediately, then maybe we'll be merciful.† The Rowan soldier glared at me, his malice palpable, but offered no response. The best he could manage was to spit on the ground before the guards dragged him off. With another sigh, I turned away and looked at the breakfast table. They'd already brought up a chair for me. â€Å"Is there any toast?† I asked, sitting down wearily. Toast was not a common item on the gentry menu, but the servants here had gotten used to my human preferences. They still couldn't make decent tequila, and Pop-Tarts were totally out of the question. But toast? Toast was within their skill set. Someone handed a basket of it to me, and everyone continued eating peacefully. Well, almost everyone. Ranelle was staring at all of us like we were crazy, which I could understand. â€Å"How can you be so calm?† she exclaimed. â€Å"After that man just – just – and you †¦Ã¢â‚¬  She looked me over in amazement. â€Å"Forgive me, Your Majesty, but your attire †¦ You've clearly been in battle. Yet, here you are, sitting as though this is all perfectly ordinary.† I gave her a cheerful look, not wanting to offend our guest or project a weak image. I'd just arrogantly told the Rowan soldier that his queen would never gain any allies, but his comment about her negotiating with the Aspen and Willow Lands hadn't been lost on me. Katrice and I were both scrambling for allies in this war. Dorian was mine, giving me the edge in numbers right now, and I didn't want to risk any chance of that changing. Dorian caught my eye and gave me one of his small, laconic smiles. It warmed me up, easing a little of the frustration I felt. Some days, it seemed like he was all that was going to get me through this war I'd inadvertently stumbled into. I'd never wanted it. I'd never wanted to be queen of a fey kingdom either, forcing me to split my time between here and my human life in Tucson. I certainly hadn't wanted to be at the center of a prophecy that claimed I'd give birth to humanity's conqueror, a prophecy that had driven Katrice's son to rape me. Dorian had killed him for it, something I still didn't regret, even though I hated every day of the war that had followed in the killing's wake. I couldn't tell Ranelle any of that, of course. I wanted to send her back to her land with an image of confidence and power, so that her king would think allying with us was a smart move. A brilliant move, even. I couldn't tell Ranelle my fears. I couldn't tell her how much it hurt me to see refugees showing up at my castle, poor petitioners whose homes had been destroyed by the war. I couldn't tell her that Dorian and I took turns visiting the armies and fighting with them – and how on those nights, the one who wasn't fighting never got any sleep. Despite his flippancy, I knew Dorian had felt a spark of fear at the Rowan soldier's initial claim. Katrice was always trying to demoralize us. Both Dorian and I feared that someday, one of her heralds would show up telling the truth. It made me want to run away with him right now, run away from all of this and just wrap myself up in his arms. But again, I reminded myself that I had to brush those thoughts away. Leaning over, I gave Dorian a soft kiss on his cheek. The smile I offered Ranelle was as winning and upbeat as one he might produce. â€Å"Actually,† I told her. â€Å"This is a pretty ordinary day for us.† The sad part? It was true.

Commentary on Macbeth soliloquy Essay

â€Å"To-morrow, and to-morrow, and to-morrow, Creeps in this petty pace from day to day, To the last syllable of recorded time; And all our yesterdays have lighted fools The way to dusty death. Out, out, brief candle! Life’s but a walking shadow; a poor player, That struts and frets his hour upon the stage, And then is heard no more: it is a tale Told by an idiot, full of sound and fury, Signifying nothing. â€Å" Soliloquy is a speech made by a character alone on the stage or thinks she/he is alone. Through soliloquy, the audience gains an honest and direct experience of that character’s mind. In this particular soliloquy, Macbeth expresses overwhelming despair. This soliloquy encompasses the entire experience of Macbeth’s kingship, short to the entire play. Imagery, time, dictions and repetition each have its constituency in shaping this important soliloquy. The passage reveals to the reader the despair and desolation of Macbeth just before the deciding battle with Macduff and Malcolm. Just before the soliloquy, Macbeth has been informed that Lady Macbeth is dead. The sudden departure of Lady Macbeth marks the lost of Macbeth’s only love and trusty as well as the ties to the world. By now, Macbeth is all alone, as most of the previously mentioned Thanes have taken side with Malcolm. After this soliloquy, Macbeth is informed that the Birnam wood is moving towards Dunsinae. This unexpected action by the English army confirms the witches’ prophecies and Macbeth’s fear. Macbeth realizes that perhaps the witches tricked him and reveals his sense of regret as he wishes to â€Å"undone the world.† Nevertheless, at the end of the scene Macbeth chooses to die as a solider. This soliloquy takes a sharp and abrupt change in atmosphere from the falsely over-confidence to despair and futility. In the previous dialogues, Macbeths mocks the incoming siege as â€Å"a siege to scorn.† Lady Macbeth’s sharp death cry fails even to disturb Macbeth in any way. Macbeth’s failure to respond to Lady Macbeth’s cry shows to the reader that Macbeth’s sense and emotion have become numb, as Macbeth says himself he no longer feels the â€Å"taste of fear.† The most probable cause that triggered the sudden outpour of grief and desolation by Macbeth can be attributed to the sudden departure of Lady Macbeth, as Macbeth finds himself all alone in this world. The vocabularies used in this soliloquy express deep depression and desperation: â€Å"creeps†, â€Å"to the last,† â€Å"fools,† and â€Å"dusty death.† Words like â€Å"shadow,† â€Å"no more,† â€Å"nothing† conveys the pointless Macbeth feels his career as a king and perhaps even his entire existence. Much of the dictions used in this soliloquy are extremely depressing. Every single line is reeked with Macbeth’s depression as Macbeth said life is but a pointless tale told by an â€Å"idiot†, referring to himself. Imagery is crucial to all Shakespearean plays. This extraction of Macbeth is no exception. Shakespearean imagery mainly uses comparison, which includes metaphor and simile. The purpose of imagery is to create vivid pictures that deepen the dramatic effects as well as give the audience the pleasure to imagine the particulars of the play. Darkness is an important imagery in Macbeth. As most of the scenes happen at night. But when taking into account that the murder of Duncan also happens at night, darkness seems to be the archetype of evil. However, in this particular passage, darkness represented by â€Å"life is but a walking shadow,† coupled with â€Å"brief candle† imply the briefness and insignificance of Macbeth’s life. Macbeth dismisses the light and desires for darkness in â€Å"out out, brief candle!† The image of a dead king’s dusty body presents the audience a vivid visual of how hopeless and abandoned Macbeth feels. Time is also important to this passage. Time as a whole in the play seems to play against Macbeth and this point is illustrated in this passage as well. In this extract, time and repetition goes hand in hand to create an emotional force to show how time goes against Macbeth. â€Å"Tomorrow, tomorrow and tomorrow,† followed by â€Å"day to day,† to the â€Å"last syllable of recorded time.† Literarily, these featureless repetitions of time to the audience are boring. To Macbeth, these featureless repetitions are but a mere advance from a moment to another, utterly pointless and even torturous; to the audience it shows the extremities of Macbeth’s despair and desolation. By literal repetition of time, Shakespeare deepens the dramatic effect of the sense of despair and futility. Macbeth’s thought moves from tomorrow to yesterday to everything he has done is merely laying the passage to his â€Å"dusty death.† By the end of this passage, it can be said Macbeth actually welcomes and embraces death in order to liberate himself from this multitude of disastrous feelings. In the previous acts, the reader sees the struggles between Macbeth’s dark â€Å"desires† and conscience. However, in this extract the reader sees almost a liner development towards despair and futility. A big part of Macbeth’s tragedy is that Macbeth himself realizes and recognizes the emptiness of his life. In the latter half of the soliloquy, Macbeth juxtaposes his life to a â€Å"brief candle† and a poor actor on stage that â€Å"frets† and â€Å"struts† his â€Å"brief† hours upon the stage until he is heard â€Å"no more.† Clearly, Macbeth bears sardonic remarks about his brief career as the king and power. Macbeth’s sarcastic remarks go to a point where he loses self-respect and self-identity for a moment when he calls himself an â€Å"idiot† and his life â€Å"signifying nothing.† Many critics, including Mr. Taylor feel that this is the play’s most important soliloquy and certainly one of the most famous soliloquy from all Shakespeare’s plays. Although the purpose of every line in this extract is to create a sense of futility and despair, nevertheless, the extract’s strength lies with the successful accomplishment of drawing sympathy from the audience by engaging them in a direct link with Macbeth as he expresses the futility of human endeavors, thus, making the Shakespearean play, Macbeth a successful tragedy.