Advantages And Disadvantages Of The Hospitality Industry Tourism Essay

Advantages And Disadvantages Of The Hospitality Industry Tourism Es thinkThe hospitality application is a huge and famous industry in this world, and there atomic number 18 multiple areas in this industry. This industry is specificized by training. This gigantic domain includes tourism and tour, traditional hospitality industry such as resorts and hotels, motel and a range of other hospitality run. ( Johnston, 2010). Because of this industry is famous so there is several advantages in this industry. But if we look deep through this industry likewise got some disadvantages also.The advantage of hospitality industry is that, they afford to provide the full service to their customers. For example, m whole hotels or resorts are around-the-clock, provide 24-hour operations and staffs are ask to work varied shifts and extended hours for their customer satisfaction. Its means they provide the go for their knobs all the time. Without bothering the time of the clients ask for the service. For example if any of the clients pauperisation foods or any other service at midnight means they put forward provide all the service to them without any further adore.Besides that, this industry also provides other services such as tour and tourism beside provide only the accommodation service. Mostly the resort department leave provide this as their service. It is because mostly the resorts lead located at beach site waterfall site. So the mess those who are go there stooge enjoy the beach site by staying there for 2 days or more than 2 days. In this situation, the industry helps their client to enjoy the nature by staying at beach site. The resorts also sometimes will build at jungle site. Those who is interest for stay in jungle for get any deferent experience they merchantman go there and stay there and at the same time sack up enjoy the jungle life.The hospitality industry is famous for accommodation sector. They provide this sector with multiple categories. F or example five star hotel, four star hotels, and three star hotels and so on. So those who are afford to net profit the high tiptoe they will choose their standard level hotel such as five star or four star hotels and those who are not afford to pay more fees only for the accommodations for a short period time will choose the lower level hotels. So its shows that this industry provide hotels for all the mountain check to their living standard.Then glamour myth also a advantage of the hospitality industry. Is means the hotel industry offers you the chance to rival rich, famous and evoke people. So we can meet them at the place where go for rest scarce at the same time it brings benefit to us. Can get meet any famous person or any important person who are in the same carrier with us. For example, if Im a calling person I can get to meet any other business person who is carry on the same business with me, so I can develop my business genuinely healthy and famous.At the same time they can include scientists attending in-house conferences, foreign tourists, local business people and ordinary everyday citizens. Although you might be able to tell your friends that Hollywoods hottest stars are staying in your hotel, youll probably have to stretch the truth a little to say that you actually talked with them. Celebrities might chat with you like an old friend, out of politeness, only when ordering room service, or not at all. Some whitethorn be jovial and even invite you for a drink, while others will treat you with the cool and fun.Furthermore the hospitality industry provides the standard living for their client. They provide services with the standard level such as the rooms that they provide the foods that they provide. They provide the rooms with full furniture and all the equipment. So the client will gayly can enjoy all the service of them. So they will satisfy with their service and may be the loyal to the picky hospitality industry. With the advant ages of hotel Industry set out the disadvantages too. The disadvantage of this industry is long and odd hours. This means that if the client or customer of that particular hotel doesnt like early starts or late finishes, and so the hotel industry may not be help them. They may make late to help the client purposely.Besides that, pressure, high standards and deadlines also a disadvantages of the hospitality industry. Working for demanding clients and management is not the downside of working in hotels for it is what the industry is all about only you may find that the pressure of guest and management expectations are more stressful than you ever imagined. Pressure and deadlines are intrinsic elements of the industry and the best hotel workers thrive on conquering the challenges and obstacles placed in the way of individual(prenominal) and company objectives.Culture problem also consider as a disadvantage of this industry. Most of the hospitality industry provides their service with the western style but it not suitable for all the clients of them. For example we can bring forth the Malay religion, they cannot eat all the food especially pork at all and they can eat only halal food so they face some problems. Then also must(prenominal) prepare with at least a special hall for their praying. Because Malays must at the correct time and must carry on the prayer at the special venue which is called as surau if there tangle witht have mosque.So some of the hotel or hospitality management sometimes neer provides or forget to prepare all this things to them. Besides Malays, in our country the Indian are sometimes will carry on the vegetarian. So the hotels must prepare the vegetarian foods for them. But they never provide this sometimes. So the clients need to go out site of the hotel for find the foods for them. This shows that the hospitality industry never give important for their clients.As the conclusion, the hospitality industry provides the good servic e for their client with their variety service. But still this industry needs to improve their service to archive the target of their industry. if they improve all this the customers will get happy and will enjoy with service.Question 22.1 Find out the factors that demanding sound and tourism. Explain in detail?Tourism comprises the activities of persons travelling to and staying in places outsides their usual surroundings for not more than one consecutive year for leisure, business and other purposes. The word staying suggests that tourists stay at least one night. However must realise that day visitors make a huge contribution to the tourist industry and some regions and organizations choose to include day visitors in statistics. It is acknowledged by the instauration Tourism Organization that tourism is the fastest growing economic sector, bringing foreign exchange earnings to countries and creating jobs. Jobs are not only created directly in tourism but in related industries , for example in construction. Much tourism development occurs in developing countries, bringing economic opportunities local communities. in that location are several factors that affecting travel and tourism industry which influence the industry.The first factors that affect this industry are technological factor. Nowadays the technology develops very well. So also develop in travel and tourism. The growth of e-commerce and brisk transportation affect the travel and tourism industry. Nowadays the travel system develops well for example the buses that use nowadays is full of air-condition service, with video and audio system. Travel and tourism has perpetually been an industry that has made extensive use of new technology equipment. Central reservation system (CRS), the use of computers in travel agencies and sophisticated databases for marketing purposes are now ordinary. Increase in competition inside the industry will force organizations to use new technology to the full. New developments in transportation make extensive use of new technology, for example the production line Tunnel, the advances in aircraft design and opening up new long-hall destinations. Then more develop bus is super VIP bus. This is consisting of all the service to the passengers. So the passengers can enjoy the traveling period.Furthermore, another factor is, the technology develops until the passengers or the customers can get the information of the travel and tourism industry in internet. The particular post will update all the information in web so the customers can check easily all the information about their tour and can easily contact to the particular agency. This makes the agency famous among the people because all over the world can access their information and can consider to the particular agency. At the same time also help the customers to get all their information in detail and faster too.Cultural and environmental factors also affect the travel and tourism industry. In the 1980s saw the emergence in Britain of a greater environmental awareness and a society that was beginning to take its health and fitness seriously. These factors are likely to remain important influences on travel and tourism developments in the future with so-called green issues high on the agenda. The political aspect also affects this industry. The security concerns over travel have had a serious impact on the travel and tourism industry. Which are tip to increased business failures in certain situation if the government never invent in this industry. The government must provides all the services to help the industry such as prepare a good road for travel and railway tracks for the rails travel so the travel and tourism industry can easily can safely travel.Then the choice of destination also affects this industry. Most of the customer likes to travel for a famous and enjoyable place. So they must bring out the travel and tourism to a famous popular place, which got a hig h demand among the people. Then choose of place should be according to the age group. If call for to carry on a travel and tourism, must be a place where got a lots of fun and entertainment but if want to carry on for veterans means place should be suitable for them. So they can enjoy the travel with fullest and the affect also will be the positive type. Other than age group category there got other group category also, such as leisure customers, business customers, independent travelers, piece of ground holidaymakers. So the travel and tourism must be carrying on according to deferent types customers.Besides that, the rule and regulation also will affect the travel and tourism industry. The travel thats going to carry should be costing the all the rules and regulations that the government stated and the particular place stated. So it will never affect the customers of them. For example, if the tourism place stated that cannot brings camera or video inside means they should tell earlier to their customer so they may follow the rules and will not affect the agency also. If not the agency may affected because did not follow the rules and regulation. While the customers also wont respect to the agency. At the end the customers wont support for the particular industry.The travel and tourism that going to carry on also should be suitable for the season. Because the customers are always like to travel to different destination in a different season. So should carry on the correct travel and tourism event at the correct season. If not it will affect alt the industry. The customer may not will support the agency because they are not giving what they want and they wont satisfy with them at all. At last the food and beverage also will affect the industry, even is not a jumbo issue and important in a travel and tourism industry. The foods that they provide to the customers should be good foods which is not expired or spoiled. If not the customer may get anger with the ir service and will get disappointment with their service. So if a travel and tourism industry wants to be success means, they should consider all the element of the travel and tourism. And must prepare earlier for everything with full of good service for their customers satisfaction.ConclusionAs the conclusion, we have learnt about the mean of hospitality and the stages of hospitality industry development from traditional to advanced stage and learnt that hospitality management means how to cater for people in a amicable and cheerful manner to enable the guest appreciate in services. Besides that, we have learnt about the meaning and the importance of housekeeping Department in hotel, motel, guest how we have learn about the interdepartmental co-operations among various departments of the hotel and the importance of hotel industry in our society. Furthermore, we also learnt the meaning and types of non-commercial hospitality management and the type of organization that is availab le. last we have learnt and understood the meaning of the layout in hospitality industry and the necessary and important factors to consider when plan to establish this industry.

New Zealands Government Drug Policy

in the altogether Zealands governing Drug PolicyHOW THE EXISTING POLICY STARTED AND HOW IT WORKSNew Zealand Governments medicine insurance policy was enclosed in the study Drug Policy 2007 2012. This policy was first approved in 1998 to give direction for do drugs policy in Aoteoroa New Zealand as a whole. Within the framework provided by this policy, local government, non- government agencies and organizations that are part of the drug and alcohol sphere of influence developed their respective programs and set priorities. The discipline Drug Policy admits that drug use is mainly a health issue at that placefore it should be turn to through health- based actions. New Zealand Drug policy was likewise created based on the ruler of molest minimization. The main goal of NDP is to minimize the economic, social and health damages due to harm of alcohol, tobacco and other drugs.In addition, the update of the bailiwick Drug Policy was built on the existing method (the three pillars) fit by the government much(prenominal) as reducing demand, helping population with drug and alcohol problems and controlling drug supply. Signifi sterntly, the drug policy testament also allow a larger support which will be given to the families and communities of those who misuse drugs as well as for children affected by alcohol and drugs animation in households (Ministry of Health, 2013).ALCOHOL AND DRUG USE IN AOTEAROA NEW ZEALANDExisting research shows that drug use is high in Aotearoa New Zealand compared to other countries, preponderantly for amphetamine, new psychoactive substances and marihuana. Alcohol is also considered by far the most significant leisure drug in New Zealand, when it comes to widespread use and misuse. recent surveys shows that 95% of adult New Zealanders (aged 16- 64 years) also outlined drug related harm, drug use and had consumed alcohol at some point of their lifetime. This includes amateurish drug use aside from tobacco and alcohol, t ogether with prohibited drugs and drugs that are used for illegal purposes like diverted pharmaceuticals. Furthermore, almost half or 49% of all respondents had used any drugs for recreational purposes at some stage of their lives, roughly 1,292,700 people (Ministry of Health, 2010).The New Zealand government has responded to these issues of drug use by presenting distinct approaches that attempt to diminish drug use and other drug related harms. The first discipline Drug Policy in New Zealand covered the closure 1998- 2003, since then it continuously provides guidance for the governments activities through to 2006. During that time, the National Drug Policy in collaboration with other government agencies and the Ministry of Health, reviewed the existing program until, the second National Drug Policy was implemented comprising the period 2007- 2012.OBJECTIVES AND THREE PILLARS OF THE NATIONAL DRUG POLICYNew Zealands National Drug Policy presents Governments policy and legislative aims for alcohol, tobacco and prohibited drugs. The policy was built on the value of harm minimisation which covers a broad and combined approach to minimising the impairment or injuries caused by drug use comprising of the three pillars. First is the Supply control that aims to regulate and limit the availability of drugs. Second is the demand reduction, which involves a wide variety of activities that will restrict the use of drugs of individuals, which also includes abstinence. Lastly, the problem limitation which will reduce the harm that arises from existing drug use.The National Drug Policy makers believe that there is a wide range of harm linked with how drugs are being use and that there is no single strategy or tactic that can address the problems instead, a continuum plans are needed. This will require an improvement of a particular plan that is not just receptive, but also culturally suitable in addressing the necessities of Maori, Young and Pacific people provided the o ver representation of these groups in terms of many drug related problemsTHE POLICY MAKERS AND INTEREST GROUPS THEY REPRESENTThe look of Health and the Chair of the Ministerial commissioning on Drug Policy (MCDP) (National Drug Policy, 2007) in collaboration with other Ministerial colleagues, The (IACD) or Inter- Agency Committee on drugs and Expert Advisory Committee on Drugs (EACD) are the policy makers of NDP.As mentioned above, there is a wide range of issues concerning drug and alcohol routine in New Zealand. The NDP is one way of ensuring that these organizations that are involved in these issues take constant action in addressing them. In the past and even today, NDP earlier focuses or represents specific groups such as Maori, Pacific People and Young New Zealanders. Migrants in New Zealand are also considered as contributory federal agent because every community group has its own habits, attitudes and beliefs that can be very different from those of New Zealands culture and mainstream society. (Ministerial Committee on Drug Policy, 2007) easy THE POLICY, STRATEGIES AND ACHEIVEMENTSThe Ministry of Health, in association with other government and non-government organizations have their respective role on how to reduce and prevent harm caused by alcohol and other drugs. The NDP brings these versatile range of people, different agencies and stakeholders to work in partnership to be able to develop interventions, mechanism and right approach for the development of the policy.The publication of the first National Drug Policy in 1998, was also the release of several other significant national alcohol and drug policies, plans and strategies over the past years, such as National Strategic Framework for Alcohol and Drug Services in 2001, The National Alcohol Strategy in 2001 (NAS), Action Plan on Methamphetamines in 2003, The Action Plan on Alcohol and Illicit Drugs in 2004, In 2005 the Te Tahuhu (Mental Health and Addiction Plan), The Te Kokiri (Mental He alth and Addiction Action Plan) in 2006 and the release of the second National Drug Policy in 2007 ( Ann Flintoft, 2008).Since the release of the first NDP there have been several significant achievements as well, these includes, the founding of the National Drug Policy Discretionary Grant Fund in 2004 which provides pool of funding research for latest projects to fill up gaps in all drug policy work. Aiming to provide funding for high cross- departmental projects, for a quick response to changes in current and developing drug trends. Alcohol Advisory Council (ALAC) with the primary winding objective of promotion and encouragement of moderation in the liquor use, reduction and discouragement of the misuse of liquor and minimization of the economic, social and personal harm that emanated from misuse of liquor, with the aim of change for all New Zealanders drinking culture. Community Action on Youth and Drugs (CAYAD) is a national project which involves partnership with communities, aiming to decrease harm to young people/ families/whanau from illegal drugs and alcohol. Smoke-free Environments Amendment Act 2003, an amendment from the Smoke-free Environment Act of 1990, banned tobacco from buildings, school grounds, even licensed premises such as bars, sports clubs, cafes, restaurants and other workplaces became smoke-free indoors. Restrictions to the displays of tobacco products in retail outlets and further restrictions of access for those infra age 18, herbal smoking products also has been banned under this act (Ministerial Committee on Drug Policy, 2007).KEEPING WHAT WORKS AND MAKING IT BETTER, TOWARDS A NEW DIRECTIONWe commend the Ministry of Health and all the policy makers of the NDP on their robust focus on reducing inequalities in the recent NDP. We believe that addressing the social determinants of health and reducing harm should continue to be the main belief of the National Drug Policy. We also applaud their past and recent achievements and suppor t their plans by building on and just updating the policy from the previous NDP kind of than changing it.In the previous policy, it focuses on interventions for those who are alcohol and drug users. It cannot be denied that this has been important for alcohol and drug user prevention with good deed for the broader community. However, we strongly believe that this policy can be updated for the kick downstairs. We do believe that the existing policy is good, but it would be an advantage or would be better if the next National Drug Policy will expand or develop its definition of harm to give a greatly importance on the harm that other drugs and alcohol cause to the others aside from the users itself. The outdated National drug Policy focuses on prevention and reduction of harm between people who are alcohol and drug users. However, policy makers should also focus or give importance to communities, families and society that are greatly affected by the harm triggered by alcohol and dr ugs misuse, which can be in a form of ensuring that the involved groups (communities, families and society) are protected by the policy.Furthermore, we also recommend that the new policy would focus more on the outcomes rather than just mentioning or educating people/society about certain substances and how to properly use these substances. The policy makers may lecturing or may emphasize about the ideal outcome for people and societies, such as aiming on reducing peoples access to cannabis and also try to decrease the number of young people being expelled from school because of drugs and alcohol violations. Lastly, we do support that the new policy uphold the principle of harm minimization and the three pillars of demand control, problem limitation and supply reduction. We believe that the existing structure is well aligned to what other countries do and guarantees that it is suitable for the purpose of reducing harm in New Zealand.ReferencesMinisterial Committee on Drug Policy (2 007). The National Drug Policy. Retrieved from http//www.health.govt.nz/system/files/documents/publications/national-drug-policy-2007-2012.pdfMinistry of Health (2013) The National drug Policy. Retrieved from http//www.health.govt.nz/our-work/mental-health-and-addictions/drug-policy/national-drug-policyAnn Flintoft (2008), How Good is New Zealands Alcohol and Drug Policy?. Addiction Treatment Research News, Volume 12. Retrieved from http//www.otago.ac.nz/nationaladdictioncentre/pdfs/atrn38v12.pdfAt the heart of the matter. NZ Drug Foundation. Reshaping New Zealands Alcohol and other Drug Policy. Retrieved from http//www.drugfoundation.org.nz/wellington-declaration/declaration

International Marketing: Franchising and Entrepreneurship

International Marketing Franchising and EntrepreneurshipThe past twenty geezerhood has seen an unprecedented internationalisation of railway line and emersion of multinational governing bodys. Some analysts credit these super multinational firms with more than frugal impact than many nation states. This has greatly changed the way grocery storeing is d unriv every last(predicate)ed. Global foodstuffs ar extremely difficult to define, and vari equals signifi fundamenttly more complex and diverse. The last to take a bon ton bug outside the UK involves careful analysis of block offangerment and benefit factors, consideration and selection of potential foodstuffs, planned commercialize entry, and development of market penetration over quantify. While this can be done by a fleck of strategies, franchising is a growing means of achieving international presence. In particular, McDonalds and The coupled Colors of Benetton represent two distinct yet prosperous examples of useful international marketing in globally franchising firms.DECIDING TO FRANCHISE INTERNATIONALLYWith the increase in international franchising and its impact on marketing, a number of studies affirm been conducted on various related aspects. One first consideration in literature is what leads to the decision to go international, and how this stimulates marketing within the firm. It is first ministrant to consider the relationship between parent companies and their subsidiaries, whether licenses, partnerships, or friendship-owned outlets. Structurally, large multinationals such as McDonalds and Benetton are better viewed as inter-organisational networks than monolithic hierarchies, because each supplemental can take actions that affect the lodge as a whole (Birkinshaw 2000, 2). Corporate structure is determined by interplay between parent and subsidiary, with both responding to and unprompted needed changes in the military control environment (Birkinshaw 2000, 4). Som etimes it will be the subsidiary that pursues markets, making a proactive and deliberate pursuit of a crude business opportunity in order to expand its scope of responsibility (Birkinshaw 2000, 2).Eroglu (1992) studied determinants in firms decisions to franchise internationally. He establish two sets of perceptual vari competents perceived risks and perceived benefits determine a companys decision (19). When the perceived benefits outweighed the perceived risks, the company would proceed with expansion. Cost/benefit analysis in one common method for measuring benefits versus risk, but again, is filtered by the perceptual opinions of decision assoilrs. It is therefore to consider the variables as perceived benefits and perceived risks (Eroglu 1992, 23).Additional research cites factors leash to international franchising as either push factors or pull factors. Push factors include market saturation, opposition, and diminishing national profits (Alon and McKee 1999, 76). For example, after fifty years of franchising in the United States, there are a limited number of good locations for domestic franchises that do not already have a McDonalds restaurant. Should McDonalds continue to build restaurants in a saturated market, they will begin to cannibalise each other, with one McDonalds competing with another cheeseparingby for market share. This is not a wellnessy long-term scenario for either the franchisee or the parent company. In the case of Benetton, more and more fashion retailers start-ups and expansions have greatly increase competition within the sector (Barela 2003, 114). This competition reduces the potential and actual profits of both current and future outlets, causing the firm to explore other markets where competition is less(prenominal) intense, and market share more easily won. Pull factors include political changes, such as the opening of Eastern block countries to Western investment, economic changes, such as the growth of a formerly underdeveloped nation to the point it can sustain retail outlets, and the formation of regional trading units that undertake out franchise opportunities (Alon and McKee 1999, 76).Both McDonalds and Benetton have been swift to move into emerging markets, even when other multinationals have delayed. For example, franchises in Kazakhstan require complex business licenses, which has deterred foreign investors. Benetton is one of the few Western companies to move into Kazakhstan, doing so with its regular(prenominal) franchise license method (Anon 2001, 5). Nigeria was not an initial new market target for McDonalds, as the average worker there will work over eleven hours to pay for a value meal. However, the company has entered the commonwealth successfully at the initiation of topical anesthetic franchisees, who locate their restaurants in more economically viable areas of the state (Vignali 2001, 97). Global market initiatives are oft driven by unmet intersection or market need s amongst non- topical anesthetic suppliers and nodes (Birkinshaw 2000, 23).In addition to push and pull factors, there are two theories in the study of franchising that explain the decision to move into international locations. Both address one of the to the highest degree debated topics in franchising research why the parent company would want to franchise, when company-owned units provide a higher(prenominal) rate of return (Elango and Fried 1997, 69). Once a business achieves a certain size, it is more profitable to the parent company if wholly owned. For example, a typical franchisee may make a forty percent margin, and pay half of that to the parent company. With the right economies of casing, the franchisor could recoup more of that profit margin by owning the company outright (Hoar 2003, 78).The first, resource scarcity theory, contends that companies lack the resources such as capital, topical anesthetic market knowledge, and managerial talent to open international out lets on their own (Altinay 2004, 427). By recruiting local anesthetic anaesthetic franchisees who supply capital, management, and knowledge of the local market, franchising organisations can achieve internationalisation not otherwise possible (Altinay 2004, 427). The parent company would not be able to expand, particularly on an international level, without the assets put forwarded by the franchisee. This theory is more easily applied to small and medium-sized firms which obviously lack the assets for internationalisation than it is to either McDonalds or Benetton. Interestingly both organisations do have some company-owned holdings. For McDonalds part, Ray Kroc once contended he was in the real estate business, not the restaurant business, citing the large passive income generated from the leasing of McDonalds properties to unmarried franchisees (Vignali 2001, 97).Agency theory is ground on the relationship between the principal party, in this case the parent company, who owns or pull strings a set of economic assets or functions. They delegate work to the agent, in this case the franchisee, who operate on the principals behalf (Doherty and Quinn 1999, 227). The theory stresses the importance of the regale of the transfer of information, the problem of information asymmetry, and monitor costs associated with both (Doherty and Quinn 1999, 224). Jensen and Meckling (1975) explain information asymmetry problems occur because the franchisee has detailed information about franchise processs that are not communicated to the parent company, and this causes division between the aims of the parent company and the franchisee. This is upraised by the natural tendency for franchisees to operate in their own exceed interests, even at the expense of the parent company (Altinay 2004, 427). Applying Agency Theory to a firms decision to franchise internationally, the company usually does so on the basis of lower costs and decreased risk. Since salaried managers would be likely to under perform, going with franchisees increases the likelihood of dedicated performance, and therefore reduced monitoring costs (Elango and Fried 1997, 71). This theory contends that while both McDonalds and Benetton could open company-owned outlets instead of franchise, the inherent risk and monitoring requirements to the parent company outweigh the economic gains versus franchising.Internationalisation of a retail entity, such as Benetton, involves the development of operations, sourcing of products, and transfer of expertise. Doherty and Quinn (1999) cite a number of research studies, which conclude that franchising is a passing effective way to achieve desired results in all three areas in the retail sector (225). Franchises provide the parent company advantages such as economies of scale in marketing and production, while providing or entrepreneurial discretion at the unit level (Elango and Fried 1997, 68). In addition, franchises impact the overall marketing sys tem and specific marketing activities of the firm as a whole.Any increase in business activity, such as new outlets or product, should generate redundant marketing. In particular, international franchising usually requires adaptation of marketing products to the local cultures. In the case of Benettons social awareness campaigns, marketing product was intended to be used globally, although some areas and retailers found some of the photos disturbing or inappropriate (Barela 2003, 118). While the series certainly raised awareness and sales events did increase during the time they were in use, there is contention whether the marketing scheme helped or hurt retailers bottom line in many locations (Barela 2003, 118). While McDonalds has had its own less effective marketing programmes, it has not created the same type of reaction as Benetton. McDonalds thoroughly researches each new market to determine the best, most effective, and least offensive marketing practices. Only then is a ma rketing mix developed. This often leads to the company adapting its global marketing strategy and components for a specific geographic region or cultural group (Vignali 2001, 97).MARKET CHOICEChoice of market has also been a subject of much research. Each ideal and country moldiness be considered separately in relation to a multitude of issues about the market, potential franchisees, legal matters, receptivity to franchising in general, and feasibility of the particular concept (Maynard 1995, 69). In international markets, franchise relations are influenced by the extent to which the overseas franchise system can be transferred into the local market in terms of product acceptance, suitable local presentation and transferable support services (Connell 1999, 86). Legal concerns are of particular importance, since they differ so greatly from country to country. For example, there is currently no legislation in the UK that regulates franchising (Hoar 2003, 77). The European Union adopt ed block exemption for franchises, which protects them from antitrust laws. France, Mexico, and Brazil have enacted laws corresponding to those of the United States, requiring franchisors to provide presale disclosure to prospective franchisees, while Australia and Italy have adopted voluntary codes pertaining to presale disclosure and other requirements (Maynard 1995, 71).Atlinay (2004), citing a number of research studies, determined that several organisational determinants without delay impact market survival. Organisation size greatly determines the number of franchises that can be support, as each must be supplied with product and support (Altinay 2004, 429). in operation(p) and international experience have both been shown to positively effect the decision to franchise. In general, the greater the experience of decision-makers, particularly if they have lived or worked abroad successfully, the greater likelihood they will pursue markets beyond current operations. (Altinay 2004, 429). Company leaders may also recognise that competitive pressures in current markets make growth and expansion there unlikely or prohibitively expensive. Similarly, the external environment of the markets under consideration may make them more or less winning to potential investors (Altinay 2004, 429). For example, some governments have highly restrictive business laws, while others provide little or no protection for franchisers. The former makes both starting time and doing business difficult, while the latter puts the franchiser at risk. A supposed franchisee could simply take the business model or proprietary systems and go out on their own, cutting the franchiser out of their rightful position in the relationship. early(a) researchers have concluded geographical and cultural proximity are major determinants of market choice (Alon and McKee 1999, 76-77). Specifically, organisations will choose markets based on their physical closeness or cultural similarities to the he ad office. For example, the areas most likely to begin franchises of UK businesses are Ireland and France, while US franchisers first target Canada and Mexico (Alexander and Doherty 2003, 15). The logistical issues of transporting people and product are greatly reduced when franchises expand into nearby countries, quite than ones far removed. After geographically present(prenominal) countries, the next areas targeted for franchise are those with similar cultures to the organisations host country (Alexander and Doherty 2003, 15). For example, UK retailers franchising in the US, Canada, or Australia can expect relatively similar customer groups, requiring little adaptation of product or marketing materials. Training, advertising, and other organisation material can remain in English, with no need for translation or significant cultural variations (Alexander and Doherty 2003, 16).In practice, some franchisers leave market choice almost entirely up to the initiation of franchisees, wh ile others are more proactive. In a best-case scenario, both the subsidiary and parent company evaluate the local market, the internal market, and the global market when considering possible markets (Birkinshaw 2000, 9). For example, McDonalds both requires market justification from franchisees and carefully evaluates each new market opportunity before allowing franchisees to proceed (Vignali 2001, 97). Market praise is heavily dependent on resource allocation, that is, there must be sufficient resources available and available at that location for the market choice to go forward (Birkinshaw 2000, 45).MARKET ENTRYVarious factors have been found to contribute to the method, location, and timing of market entry. First, there are a number of different methods used in international expansion and franchising. Direct franchising, joint ventures, and passkey franchising are all common. In direct franchising, the parent company seeks out potential franchisees in market areas it has selec ted for development (Maynard 1995, 66). While it requires greater involvement by the parent company, it also allows the organisation to be more selective in franchisee choice and therefore have more control over the foreign operation (Maynard 1995, 68). Franchisees may be solicited through newspapers or similar media outlets, but are more commonly sought through recommendations of other successful franchisees (Noren 2001, 62). This method is similar to the licensing franchise arrangement typical of Benetton retailers mankindwide in some areas Benetton relies on a surpass franchiser, described below (Barela 2003, 116). McDonalds develops most of its franchises through a hybrid form of direct franchising, although individual franchisees initiate the franchising opportunity with McDonalds, rather than the organisation needing to seek them out (Noren 2001, 63).Sometimes the parent company actually joins with a local firm to move into a foreign market. This can be through acquisition o r merger, but is more commonly accomplished through a joint venture. This is when the companies join forces to create a distinct third company owned by both partner firms (Maynard 1995, 66). Joint ventures create more-cumber-some evaluate and financial issues than the other two approaches, but they have other advantages, which vary depending on the partnership arrangement (Maynard 1995, 68). The created company then sometimes initiates or supervises franchise relations within its country or geographical region, and sometimes oversees company-owned units (Maynard 1995, 68).The most common approach to international franchising, and one used in part by Benetton, is the master franchisee. This person is typically a well-capitalized local businessperson, with good understanding of local laws and culture, established relationships, and knowledge of the marketplace (Maynard 1995, 67). They are recruited through local media such as newspapers, industry sources such as trade magazines, and international brokers. Some governments also assist in the process for example, the United States Department of commerce seeks out foreign partners for US companies through its Gold Key program (Maynard 1995, 69). In this model, the master franchisee purchases the rights to develop franchise units within a specific area this territorial dominion is often an entire country. After establishing a successful track record, the franchisee may be granted additional territories (Maynard 1995, 67). Master franchising requires minimal cost and involvement on the part of the parent company, yet provides some accountability within the geographic region (Maynard 1995, 68). Most importantly, the master franchisee provides local expertise and oversight of the sub-franchisees whom it chooses to operate individual stores (Maynard 1995, 68). Finally, franchisers are often approached by would-be master franchisees, who perceive a market for the product or service in a region (Maynard 1995, 69). much (prenominal) contacts have opened the door to international expansion for many companies (Maynard 1995, 69).Some initiatives put forth by franchisees involve operations within the company. The most diminutive facilitator of internal market initiatives is the credibility of the subsidiary in the eyes of the parent company (Birkinshaw 2000, 26). Such initiatives are geared towards rationalising and reconfiguring the systems within the parent company and increase the efficiency of resource use, rather than improving external variables or increasing the firms resource base (Birkinshaw 2000, 27-28).McDonalds has is positioned itself as inexpensive profuse food in the United States its pricing is relatively low as are customers quality expectations (Vignali 2001, 97). In the UK, restaurant prices are significantly higher in general. Consumers are willing to spend more for restaurant food but also have higher expectations of product quality and service (Vignali 2001, 97). McDonalds deter mines prices for its franchisees based on their local positioning and the prices of competitors (Vignali 2001, 97). In addition, McDonalds strategy of place is exemplarised the organisation seeks easily-access, high traffic locations regardless of the country or region where the restaurant will be located. Facilities are also similar, although with subtle regional variations (Vignali 2001, 97). Benetton similarly emphasises location as a high-end fashion retailer it is imperative its retailers locate in upscale shopping areas, again regardless of the country where the new outlet is located (Barela 2003, 116). This allows them to support the higher prices and quality of their products. For these reasons both organisations require location approval from their franchisees, and do not allow movement of outlets without permission from the head office (Vignali 2001, 97 Barela 2003, 116).Overall, direct and master franchising are the most commonly used methods for market entry by UK firms . They allow firms of various sizes, from small chains to large multinationals, to successfully internationalise. Companies can both grow globally and reap the benefits of size without sacrificing the benefits of local presence (Birkinshaw 2000, 1). The British Franchise Association (BFA) reports nearly seven hundred franchise systems are currently operational in the UK, accounting for more than 30,000 business units (Hoar 2003, 77). These franchises employ 330,000 people, and represented a total turnover of 9.5 billion in 2002 (Hoar 2003, 77). While British firms have been slow to franchise overseas, particularly compared to companies from the US and Japan, they are rapidly catching up. Over one-third of British retailers with operations outside the country employ franchising to some degree (Doherty and Quinn 1999, 225). This number increases with the number of countries in which a particular firm has operations (Hoar 2003, 77).Factors driving franchisings international expansion i nclude heightened awareness of global markets, relaxation of trade barriers, saturation of some existing domestic markets, increasing prosperity and demand for consumer goods in many regions overseas, and increasing ease of doing business internationally because of improved communications and transportation systems (Maynard 1995, 66). Both McDonalds and Benetton have been impacted by at least three of these variables.DEVELOPING THE LOCAL MARKETFinally, entrepreneurs exhibit various strategies to develop the local market, even if they do so as agents or franchisees of a global firm. The traditional role of a subsidiary or franchisee is to adapt the parent companys product to local tastes, then act as a global scanner, sending signals about changing demands back to the head office (Birkinshaw 2000, 21). Examples of this would be McDonalds menu changes, often suggested or proposed by local franchisees, and the use of Ronald McDonald as a spokesman, which was first initiated by local fr anchisees (Anon 2003, 16). It is imperative, therefore, that large organisations, particularly those that franchise, create systems and structural contexts in which local entrepreneurial activity is both encouraged and controlled (Birkinshaw 2000, 31). If no such structure exists, franchisees will often act as free agents, making decisions and taking actions that they entrust are in the best interests of the corporation as a whole, whether or not these conform to the expressed desires of the parent company (Birkinshaw 2000, 2).Research indicates that four factors enhance initiative at the subsidiary or franchise level autonomy, resources, integration and communication (Birkinshaw 2000, 31). High levels of autonomy and resources enhance local and global initiative, but carry away from internal initiative. High levels of integration and communication enhance internal initiative, but detract from local and global initiative (Birkinshaw 2000, 31). Local market initiatives are facilita ted most effectively through a moderate level of autonomy in the subsidiary coupled with a fairly strong relationship with the parent company (Birkinshaw 2000, 23).In terms of marketing, local franchises have valuable arousal needed by the marketing teams at the corporate office, and should be respected for both their ideas and their first-hand knowledge of whether something is working. If this does not occur, the company will suffer from information asymmetry problems, as previously discussed under agency theory (Doherty and Quinn 1999, 224). When McDonalds decided to use famous athletes in its promotional materials, ads, and television commercials several years ago, they queried local franchisees for specks. As a result, the company was able to choose sports figures recognised in each market area, rather than one internationally known athlete, such as a Tiger Woods, who might have less impact in local markets (Vignali 2001, 97). A basketball star was featured in ads in the Unit ed States, a footballer in the UK, and so forth. This allowed McDonalds to project a locally appropriate image through its marketing campaign and further position align local franchises as part of the community, rather than as a foreign restaurant (Vignali 2001, 97). The company was able to do this because they had previously established systems by which ideas and input could be communicated back and forth between franchisees and the corporate supply (Vignali 2001, 97).Developing market requires initiating or construction the demand of the public for a product, and positioning and pricing the product where it is available to meet such public demand (Johnson and Scholes 2002, 370). The entrepreneur franchisee, therefore, has several strategies available. He or she can make suggestions to the corporate office. These are more likely to be well received if backed by solid market entropy, particularly data not available to headquarters. The entrepreneur can produce his or her own marke ting scheme, if not prohibited from doing so by headquarters. He or she can become highly active in community activities and use the franchise or its products for market development. In the case of Benetton, local retailers could, for example, become involved with groups addressing world hunger. Whatever the strategy, it must result in an increased affinity for the consumer towards the product, tag or retailer, and a corresponding increase in purchasing.MCDONALDS CASE areaMcDonalds started as a single family-owned restaurant. In 1948, Dick and Mac McDonald had started a self-service drive-up restaurant in calcium, using a very in force(p) delivery system they had invented and named the Speedee Service System. Ray Kroc, a milkshake salesman, visited the restaurant in 1954, and was so impressed with the system that he convinced the brothers to franchise their restaurant, a novel approach to business expansion at the time (Anon 2003, 10). The company incorporated and opened its firs t franchise in 1955, also in California (Anon 2003, 10). Fifty years later McDonalds was one of the worlds largest multi-national organisations, operating more than 31,000 stores in 119 countries. Over eighty percent of restaurants, including almost all international outlets, are franchised (Anon 2003, 123).McDonalds actively promotes its core values of quality, service, cleanliness and value, and requires this emphasis of all its franchises, regardless of location or local culture (Anon 2003, 123). When it comes to choosing franchisees, therefore, McDonalds is highly selective (Noren 2001, 60). Franchisees must go through a lengthy interviewing and training process, usually two years or more, without pay. They are also required to make significant capital investments, a high percentage of which must be from their own (non-financed) resources (Noren 2001, 61-63). Franchisees are required in their contract to become involved in their local community, a practise which further localise s the international chain (Noren 2001, 62).It is important to note that McDonalds franchises are under a great deal more organisational control than many other companies franchising models. This prevents devaluing the McDonalds product through loss of uniformity or free-riding from local operators, but also inhibits entrepreneurial innovation (Noren 2001, 63). For example, headquarters can relocate a restaurant if they so desire, and often own the property and facility, which is leased back to the franchisee. Local operators are not allowed any stochastic variable in product without permission from the parent organisation (Noren 2001, 62). Training is very specific and highly regulated throughout the company.However, franchisees do have considerable input at the organisation, provided they follow the proper channels and secure approval before acting. Many of McDonalds promotional and menu items have come through the suggestion of local franchisees. A franchisee in Cincinnati, Ohio, first suggested fish sandwiches so as to be able to attract Roman Catholic families on Fridays. A franchisee in Pittsburgh suggested the Big Mac, another in California developed the Egg McMuffin, and two restaurant operators in Washington, DC, first used Ronald McDonald as their local spokesman (Anon 2003, 16). Another supported the companys first investment in what would become the Ronald McDonald House Charities (RMHC), a foundation began in 1974 that gave families of sick children a place to stay near their childrens hospital. Besides providing a much-needed social service, the charities have been an excellent public relations strategy. Current services have been expanded to include scholarships and free health care through mobile health trucks. RMHC currently operates in twenty-six countries (Anon 2003, 122).In recent years McDonalds has further increased the ability of local franchisees to run their own local promotions. For example, a long-time McDonalds owner in Florida (USA ) reported a twenty-percent increase in same store sales, and attributed this increase to local advertising on television and in print. He creates his own ads in line with national promotions, such as showing pictures of McDonalds products at sale prices, with the national theme music of McDonalds current marketing campaign playing in the background (Kramer 1999, 6). Critics contend such loosening of marketing standards threatens brand dilution, although the company differs in opinion.McDonalds has benefited from the input of their franchisees in other countries, who assist the restaurant in adapting the menu and marketing to local tastes and needs (Vignali 2001, 97). Some McDonalds products are standard throughout the organisation. For example, french fries are included on all McDonalds menus worldwide and are subjected to intense quality control to maintain sameness (Vignali 2001, 97). Other products are adapted to the local tastes of the region. At a McDonalds in France, wine is available with a meal, while in the United States the strongest beverage on the menu is chocolate milk. Israeli McDonalds serve sandwiches without cheese, a kosher requirement, Japanese McDonalds offer rice and salads featuring teriyaki, and some other Asian outlets offer goat (Vignali 2001, 97 Anon 2003a, 99). The companys primary product mix of hamburger, fries, and a coke, however, remains constant throughout McDonalds worldwide. Most importantly, the organisation provides a system of input to its franchisees that allows controlled entrepreneurial activity at the franchise level.BENETTON CASE STUDYLuciano Benetton founded his colourful sweater retailer shortly after the end of World War II, and the company remains family-owned and operated. The company is known for its innovative operation and management methods, and its large network of subcontractors who produce the Benetton products (Barela 2003, 113). Acting as a franchisor, Benetton sells and distributes its products through regional agents, each of whom is responsible for developing a certain market area (Barela 2003, 113). The company arranges licensing agreements with local business people through these master franchisors, who then sell Benetton products. There are eight-three agents internationally, who are supervised by seven area managers (Barela 2003, 115). As a manufacturer, the company has high control of its product quality and design, and can control its franchisees through withdraw of product. Its success has become an example for multinational businesses around the world (Barela 2003, 114). Benetton currently has more than 7,000 franchises worldwide (Ivey 2002, 13).The company provides franchisees with product and the use of the Benetton name. It expects each store to develop its market successfully, with the help of some global marketing support (Barela 2003, 115). This allows a wide variety of entrepreneurial activity on the part of local franchisees, who can develop and run marketing pr ogrammes alongside those provided by corporate headquarters. Store location and control, product march and choice, and community involvement are all decisions left up to the individual franchise owner (Ivey 2002, 14).The company has recently begun to move into directly operated stores, particularly in high-cost areas where franchisees have been difficult to attract, such as the Madison Avenue area of New York City and High Street in London (Ivey 2002, 14). This allows it to maintain its market position as a superior

Franklin D. Roosevelt and his Presidency Essay -- President Franklin D

Franklin D. Roosevelt and his PresidencyAssuming the Presidency at the depth of the Great Depression, Franklin D. Roosevelt helped the American people regain faith in themselves. He brought hope as he promised prompt, vigorous action, and asserted in his Inaugural Address, the only thing we take hold to fear is fear itself. Despite an attack of poliomyelitis, which paralyzed his legs in 1921, he was a charismatic optimist whose confidence helped sustain the American people during the strains of economic crisis and gentlemans gentleman war. I pledge you, I pledge myself, to a new deal for the American people, s promote Franklin Roosevelt. With that he was elected President in November 1932, to the first of quaternary terms. By March there were 13,000,000 unemployed, and almost every bank was closed. In his first hundred days, he proposed, and Congress enacted, a sweeping program to hold recovery to business and agriculture, relief to the unemployed and to those in danger o f losing farms and homes, and reform, especi ally through the establishment of the Tennessee Valley self-assurance.The most important reform was the Tennessee Valley Authority (TVA), instituted in 1933. This public corporation built multipurpose dams to control floods and generate cheap hydroelectric power. It manufactured fertilizer, fostered soil conservation, and cooperated with local agencies in social experiments. The TVA reflected Roosevelts loyalty to resource development and his longstanding mistrust of private utilities.At first, his legislative requests were conservative. He began by securing passage of an emergency banking bill. Instead of nationalizing the banks--as a few reformers wished--it offered aid to private bankers. A few days later the president forced through an Economy Act that cut $400 million from government payments to veterans and $ vitamin C million from the salaries of federal employees. This deflationary measure hurt purchasing power. FDR concl uded his early program by securing legalization of beer of 3.2% alcoholic content by weight. By the end of 1933, ratification of the 21st Amendment to the U. S. Constitution had ended prohibition altogether. A series of measures took the nation off the gold standard, thereby offering some helper to debtors and exporters. He also got Congress to appropriate $500 million in federal relief grants to states and local... ...ing the war he relied too heavily on his magical spell and personality in the conduct of diplomacy.Still, Roosevelts historical reputation is deservedly high. In attacking the Great Depression he did much to develop a partial tone welfare state in the United States and to make the federal government an agent of social and economic reform. His administration indirectly encouraged the rise of nonionised labor and greatly invigorated the Democratic party. His foreign policies, while occasionally devious, were shrewd enough to sustain domestic unity and the alli ed coalition in World War II. Roosevelt was a president of stature.These early measures displayed Roosevelts strengths and weaknesses as an economic thinker. On the one hand, he showed that he was flexible, that he would act, and that he would use all his executive powers to secure congressional cooperation. Frequent press conferences, speeches, and fireside chats--and the extraordinary charisma that he displayed on all occasions--instilled a measure of confidence in the people and halted the terrifying slide of 1932 and 1933. These were important achievements that brought him and his party the gratitude of millions of Americans.

Argument for Making Hemp Growth Legal Essay example -- Argumentative

Argument for Making marijuana Growth Legal There is vast history of ganja as an agricultural vagabond in the United States. The straddle was grown extensively until its ban in 1937. Prior to the ban on hemp the plant was one of the biggest cash crops of the southerly United States. For instance in Kentucky hemp was the biggest cash crop up until 1915. In these southern states hemp was used as a rotation crop between tobacco crops as well as other crops. Thomas Jefferson even wrote in his own writings that, Hemp is of first necessity to the wealth and protection of the country. Jeffersons theories can offer thought on the hemp ban being lifted during World War II because the crop was regarded for industrial products. The United States Department of Agriculture (USDA) produced a film called Hemp for Victory to promote farmers to grow hemp in order to supply a need for rope and clothing in 1942 for the war. The promotion of hemp led to 400,000 acres grown into produ ction all over the United States proving that the crop is profitable to farmers. But, as soon as WWII ended hemp went back to the ban of 1937. The Marijuana Tax Act lead to any plant with tetrahydrocannabinol (tetrahydrocannabinol) outlawed to production. THC is the reason that hemp is no longer available to American farmers. The chemical THC in ganja makes people high when it is smoked. The levels of THC in hemp are so minuet (one percent) that the plant can not be used as a hallucinogen. In order for a plant, such as marijuana, to clip as a hallucinogen it must contain at the least four percent THC. When you hear the word hemp what is your first thought? If it is marijuana then you are mistaken. Hemp, the plant that is grown for agricultural and indu... ...om5.) http//equalrights4all.us/CMS/index.php Works CitedAlden, Dave M., Phillip W. Gay, and John R. Proops. Industrialhemps double dividend a study for the USA. EcologialEconomics 25 (1998) 291-301.Bennett, Michael, and Randall T. Fortenbery. Opportunities forCommercial Hemp Production. Review of Agricultural Economics26 (n.d.) 97-117.Fryxell, Gerald E., Marinilka Kimbro, and Terri Mottershead. TheBoston Trading and Manufacturing Co. Ltd. (HK) Hemp,. Asian CaseResearch Journal 5 (2001) 203-226. 3 Mar. 200478175.Hemp and Marijuana Myths & Realities. Comp. Dr. David P. West.Vers. 1. 1994. University of Madison. 3 Mar. 2005.Hightower, Jim. High on Hemp . Humanist 64 (2004) 4-6.

Sex, Masculine Pride, and War in Henry V Essay -- Henry IV Henry V Ess

Sex, Masculine Pride, and War in Henry V Henry V, though reputed to be a crude, early item from Shakespeares canon, provides many fire and mature discussions on morality and psychology. Far from being, as it were, pre-written by being an historical work, it is a testament to the bards skill that he can work so many ideas into a frame that has to take account of popular facts. Interpretation of the play tends to revolve around issues of kingship, duplicity in Harrys self-presentation, or the consequences of war, but in that respect is a glaring line of discussion present which has generally been missed the relationship of war to sex and masculine pride. One critic writes, War is a version of male lust. Hal never grows up but works out ways to aggrandize himself by owning more and more property. Geography as ego. And... hes a rapist too (Landis 201). There are at least three significant relationships of pride, lust, and war which are brought out in the play and will b e pointed to in the following. One is war as a response to insult and perceived or suggested (sexual) inadequacy. One is war as the occasion of massive rapine. The other(a) is war itself as a sort of metaphorical rape. These themes will be brought to light most clearly by attention to the most traditionally ignore passages of Henry V. Critics have often dismissed the comic scenes of the play as crowd-pleasing devices or filler, only casually related to the main action (Becker 74). The filler conjecture can be dismissed outright given the length the play already enjoys. The scenes involving Pistol, Nym, and Bardolph, or Fluellen and Gower actually fit the play perfectly. As far as the plays themes go, these... ... of many of this plays lines. Works Cited Becker, George J. Shakespeares Histories. New York Frederick Ungar Publishing Co., 1977. Brennan, Anthony. Henry V. New York Twayne Publishers, 1992. Landis, Hoan Hutton. Another Penelope. Womens Re-Visions of Shake speare. Ed. Marianne Novy. Chicago Univeristy of Illinois Press, 1990. 196-211. Shakespeare, William. Henry V. Ed. F. Marshall and Stanley Wood. London George Gill & Sons, (year unknown between 1892 and 1936). Shakespeare, William. The distinguish Works of William Shakespeare. Ed. John Dover Wilson. London Cambridge University Press, 1985. Wilcox, Lance. Katherine of France as Victim and Bride. Shakespeare Studies 27 (1985) 61-76. 11 i.e. the lily, the symbol of France, featured on its coat of arms. 22 Flower of the bed, i.e. the maiden Katherine.

Use of Nature in Chopins Awakening and Langston Hughes Poems :: comparison compare contrast essays

Langston Hughes and Kate Chopin mathematical function nature in several dimensions to demonstrate the powerful struggles and burdens of gentleman life. Throughout Kate Chopins The Awakening and several of Langston Hughes poems, the sweeping imagery of the hit and power of nature demonstrates the struggles the characters confront, and their eventual freedom from those struggles. Nature and freedom coexist, and the characters eventually learn to take freedom from the confines of society, oneself, and finally freedom within ones soul. The use of nature for this purpose brings the characters and speakers in Chopins and Hughes works to life, and the reader feels the life and freedom of those characters. Nature, in the works of Chopin and Hughes serves as a powerful token that represents the struggle of the human soul towards freedom, the anguish of that struggle, and the joy when that freedom is finally reached. In The Awakening, the protagonist Edna Pontellier undergoes a metamo rphosis. She lives in Creole society, a society that restricts sexuality, especially for women of the time. Edna is bound by the confines of a loveless marriage, unfulfilled, unhappy, and closed in like a caged bird. During her summer at Grand Isle she is confronted with herself in her truest nature, and finds herself swept away by passion and love for someone she cannot have, Robert Lebrun. The imagery of the ocean at Grand Isle and its attributes symbolize a force calling her to confront her internal struggles, and find freedom. Chopin uses the imagery of the ocean to represent the innate force within her soul that is calling to her. The voice of the sea is seductive never ceasing, whispering, clamoring, murmuring, inviting the soul to wander for a spell in abysses of solitude to lose itself in a maze of inward contemplation. (p.14) Through nature and its power, Edna, begins to find freedom in her soul and thence returns to a life in the city where reside the conflicts that surro und her. Edna grew up on a Mississippi plantation, where life was simple, happy, and peaceful. The images of nature, which serve as a symbol for freedom of the soul, appear when she speaks of this existence. In the novel, she remembers a simpler life when she was a child, engulfed in nature and free The hot wind beating in my face do me think - without any connection that I can trace - of a summer day in Kentucky, of a meadow that seemed as big as the ocean to the very little girl walking through the grass, which was higher than her waist.