Succubus on Top CHAPTER 9

â€Å"Nice glow,† Bastien told me when he answered the door the following afternoon. â€Å"Yeah. Tell me about it.† I traipsed into his house wearing the Tabitha body, and pulled up a stool at his kitchen counter. He handed me a Mountain Dew from the refrigerator. â€Å"Why so glum? Couldn't have been all that bad.† â€Å"It was okay. In that sleazy, backroom sort of way. Seth came over afterward and couldn't stop telling me how pretty I was.† â€Å"Of course he did.† Bastien was sporting a glow of his own today. â€Å"How could he help it? He's a weak mortal, just like they all are.† I ignored the jibe and took down half the can in one gulp. â€Å"On the topic of ‘weak mortals,' how'd your football game go?† â€Å"Ridiculously boring. Bill must have fantastic speech writers because his conversation is on the same level as that cupboard's over there. But, on the bright side, I did talk to Dana several times, and I think I repaired the damage you did.† â€Å"Ye gods, will you get over this? I didn't do anything. You have no one to blame for that but yourself.† â€Å"Hey, I didn't fall down the stairs. Anyway, I took your advice and played sympathetic brother. She really seemed to go for it. Except†¦Ã¢â‚¬  â€Å"Except what?† He frowned, blue eyes perplexed. â€Å"She seems to like me well enough. She asks about my job, she asks about you. But something's weird. I just don't feel like†¦Ã¢â‚¬  â€Å"Like she's going to throw herself at you any time soon? Huh. I never would have guessed.† His expression hardened, doubts banished. â€Å"It's just a matter of time, that's all. Like that convent in Brussels. Remember how well that turned out?† I grinned. â€Å"Just a matter of time. Sure. So what are your plans today?† â€Å"Nothing. I'll probably go out later, but now I'm just sort of hanging around. Mitch is supposed to be at work, after all.† â€Å"Well, let's sneak you out and go see a movie or something.† Frankly, I was eager to do something semi-fun. I had finally made it to my day off, and it hadn't come a moment too soon. The only thing that bothered me was not knowing what had happened at the bookstore when – or rather if – Doug came in this morning. If Warren or Paige had been around, they might have banned him for a while. But I certainly didn't have that power, and I hated to lose the coverage anyway. I'd finally resorted to calling Janice, telling her to ring my cell immediately if there were any repeat problems. I hadn't heard anything so far. Bastien allowed himself grudging interest in a movie. â€Å"Anything good playing?† The doorbell rang before we could check. â€Å"Geez, Bas. It's like Grand Central Station whenever I'm here.† â€Å"Probably a Jehovah's Witness,† he decided, checking out the door invisibly. â€Å"Huh. It's Jody. Wonder what she wants.† I supposed Dana visiting would have been more serendipitous, but I found Jody's presence a relief. â€Å"Well, let her go. You're supposed to be at work.† He nudged me. â€Å"You answer.† â€Å"Me?† â€Å"Sure. Make up some reason to be here. She's chummy with Dana. You can do some reconnaissance.† â€Å"Oh, for goodness – â€Å" The doorbell rang again, and Bastien looked at me pleadingly. I had a good opinion of Jody, but I didn't like him mixing me up in his affairs. Grumbling, I went to the door. Maybe she was just dropping off more baked goods or something, I thought. Her face burst into a grin upon seeing me. â€Å"I was hoping it was you! I thought I recognized the Passat.† I smiled back at her. â€Å"Good memory. Did you need Mitch? He's at work.† â€Å"No, not really. I just saw the car and wanted to say hi. Are you hanging out here?† â€Å"Uh, yeah. It's my day off, and I promised him I'd†¦do some yard work.† Bastien, hovering invisibly nearby, got a kick out of that. â€Å"It's a great day for it,† she agreed. I supposed it was, in that crisply sunny sort of way that sometimes shows up in winter. At least we had no rain today. â€Å"What were you going to do? It looks like the lawn service took care of most of the leaves.† That it had. I tried to think of something superfluous that suburbanites wouldn't have already underpaid someone else to do. â€Å"I was going to plant some flowers.† â€Å"Oh!† She clasped her hands together, brown eyes alight. â€Å"That's a great idea. Do you want some help?† â€Å"Uh†¦Ã¢â‚¬  Beside me, Bastien nearly had a seizure. He nodded his head vigorously and mouthed the word reconnaissance. Yard work was the last thing I wanted to do on my day off, but now I'd gone and boxed myself in. â€Å"Sure. I don't really know what to do anyway.† That had to be the understatement of the year. â€Å"Let me grab my coat, and we'll go to my favorite nursery,† she squealed. â€Å"This is going to be fun.† She dashed back to her house, and I glared at Bastien. â€Å"I hate you.† â€Å"Don't I know it.† He clapped me on the back. â€Å"I'm sure you have a green thumb somewhere, Fleur . If not, you can shape-shift one.† â€Å"You owe me. Big time.† Jody drove us to some gardening place that looked like a maze of greenery to me. Actually, greenery wasn't quite the right word. Many of the trees and plants had lost leaves, turning brown and yellow as winter deepened. A maze of vegetation, I guess. â€Å"They're still alive,† she told me, assessing plants with an expert eye. â€Å"Although, this isn't exactly the best time to do plantings. Still, we should be able to manage something since the ground isn't too hard yet.† I grimaced. â€Å"Sounds dirty.† She laughed. â€Å"How'd you get slated for this?† â€Å"My brother doesn't†¦always think things through. And he's pretty persuasive when he wants to be.† And annoying. And pushy. â€Å"I can see that. He's pretty cute too. Bet he gets women to do anything he wants.† â€Å"You have no idea.† This made her smile again. â€Å"Well, hang in there. Once you get started with this kind of stuff, you get into it. And it's not that dirty. You want dirty, I'll tell you about Guatemala someday.† â€Å"When were you in Guatemala?† Whoa. Somehow I managed her circle picking places like Malibu and Paris for vacations. â€Å"When I was in the Peace Corps.† â€Å"You were in the Peace Corps?† â€Å"Yup. When I was younger.† I stared after her as she continued checking out the selection. Jody had been in the Peace Corps and worked as an art teacher. She was clearly talented creatively. She was smart and had a good personality. How the hell had she gotten mixed up with Dana? We ended up buying several plants she called Christmas Roses, plus some bulbs she warned might or might not come up in the spring. Once back at Bastien's, we bundled up in coats and gloves and set to digging in his front yard. I saw him peek out the window and wave at me at one point; I stuck my tongue out at him when Jody wasn't looking. Jody was only too happy to tell me about her past. I'd ask the occasional clarifying question, and she'd then go on for a while more. I listened, commenting occasionally, and – as much as I hated to admit it – found the afternoon passing pleasantly. She had been right: garden work wasn't so bad once you started. Inevitably, her chatter turned to the CPFV, and she both surprised and relieved me by admitting some discontent. â€Å"I mean,† she was saying, â€Å"I stand by them. Absolutely. It's just sometimes, I wish we were doing things in different ways. â€Å" I looked up, happy to take a break from hacking at the hard ground. â€Å"What kinds of things?† She pursed her cute lips together. â€Å"I guess†¦like†¦we spend a lot of time telling people what to do and what not to do, you know? Like we're trying to help them lead better lives, and I think that's good. After all, Dana says an ounce of prevention is worth a pound of cure.† Ugh. Clich? ¦ anyone? â€Å"But I also wish we were doing something for those that need help now. Do you know how many families in this area don't have enough to eat? It'd be great if we could work with local food banks to do something about that – especially with the holidays coming up. Or like†¦we do a lot to help teens make smart choices, but I visited some shelters for girls that are already in trouble. They've run away. They're pregnant. Dana says they're lost causes, but†¦Ã¢â‚¬  â€Å"You don't think so?† I asked gently. She had stopped digging too and stared absentmindedly at the bulb she held. â€Å"I don't think anyone's beyond help. But Dana†¦I mean, she's so smart. She knows more than me about this stuff. I trust what she says.† â€Å"Nothing wrong with questioning.† â€Å"Yeah, I suppose. It's just, well, she's been a good friend to me.† Her eyes focused on something not here, something far away and long ago. â€Å"A couple years ago, Jack and I had some, you know, problems. I mean, it happens right? No relationship's perfect.† â€Å"No,† I agreed grimly. â€Å"Anyway, she helped me work through that. I feel sort of†¦Ã¢â‚¬  â€Å"Obligated?† Jody fumbled. â€Å"I-I don't know. I guess so. Sometimes, she's hard to know†¦like she can surprise you with things you never saw coming. Other times†¦Ã¢â‚¬  She shook her head and gave a nervous laugh. â€Å"I don't know what I'm saying. She's wonderful. The most amazing person I've ever met. She does so much good.† She changed the subject abruptly after that, and I let her. We moved on to happier topics, and I found myself laughing along with her and enjoying her company. At one point, I ran into Bastien's kitchen and made us hot chocolate. We drank it outside as we finished the last of our plants, finally sitting back and admiring our handiwork. Despite my initial misgivings, I kind of liked accomplishing something so tangible. â€Å"Look,† said Jody. â€Å"Dana just came home.† Sure enough, Dana's Explorer pulled in next door, and a moment later, the woman herself strolled over. She graced us with one of those ice-bitch smiles. â€Å"This looks cozy.† Jody's earlier bubbly nature seemed somewhat diminished. â€Å"Tabitha needed some gardening help, so I came over.† â€Å"Wasn't that nice of you.† Dana gave the other woman a look I couldn't interpret, save that disapproval and possibly anger underscored it. Although I had been arguing to the contrary with Bastien, I got the feeling I might truly have pissed off Dana more than I'd suspected, creating the bad impression he kept accusing me of. It looked like Dana may even have voiced her opinions of me to Jody. I watched Jody's face pass through a range of emotions. I felt pretty confident there was more iron in there than her surface showed, and for a half a second she looked as though she might lash out in defiance. Then, after a moment's eye contact, she looked away, backing down. Perhaps I should have simpered just then and tried to weasel into Dana's good graces, but mostly I felt angry at what I perceived as her chastisement. She had no right to do that Jody. â€Å"It was incredibly nice,† I said sharply. â€Å"Jody's one of those rare, honestly good people in the world. Not just one who pretends to be. But of course you already know that.† Jody blushed furiously, and the edges of Dana's smile twitched a little. â€Å"Yes. Yes, she is. How's your ankle doing?† â€Å"Good as new.† â€Å"Glad to hear it.† We all waited in awkward silence. I decided I would wait out Dana this time, no matter how scary that stare. She, of course, was a master of waiting, so it wasn't a surprise when Jody was the one who cracked. Honestly, I couldn't blame her. â€Å"Well. Jack should be home soon. I should get going.† I stood up with her and helped her gather the tools. We all exchanged a few more stiff remarks, then parted ways. â€Å"What happened? What happened?† exclaimed Bastien when I came back inside. â€Å"I saw Dana out there.† â€Å"Nothing new. Jody's a saint; Dana's a bitch. I hope you hurry up and get this done with.† â€Å"Damn it, I'm trying! I don't suppose you found out anything useful?† â€Å"Not really†¦although, I think Jody knows something about Dana. Something juicy enough even for you. She wouldn't tell me exactly what.† The incubus clung to this piece of information like a dog with a bone. â€Å"You've got to find out what! Call her up tomorrow. Take her to lunch.† â€Å"Jesus, Bastien. I like her, but I'm not doing your work for you. This is your show, remember? Besides, I do have a life, you know. â€Å" He scowled. â€Å"That's up for debate.† â€Å"Why are you so worked up about this Dana thing anyway? I mean, I'd love to see her fall, but the way you're acting†¦I don't know. It's totally pushing you over the edge.† â€Å"Why shouldn't I be worked up? Just because you don't play the soul game anymore doesn't mean the rest of us don't have an eye on our careers.† I knew Bastien too well not to suspect there was some other reason we were fighting all the time. â€Å"And that's all it is, huh? Just good old-fashioned American work ethic?† â€Å"Yes,† he said stiffly. â€Å"There's nothing wrong with that.† We locked matching Hunter gazes, and I tried to let him know with my eyes that I knew there was more than he was telling me. He stared stonily back, refusing to open up. At last, I shook my head, not wanting to be drawn into any more fighting. â€Å"Mind if I use your hot tub?† I asked instead. He gestured toward the back patio. â€Å"Sure. Have the run of the house. Use me and go.† â€Å"You're being childish.† Not answering, he went off to watch TV. I let myself out through the patio and flipped open the hot tub's lid. Hot steam poured out, and I sighed with pleasure. It felt downright decadent after being out in the cold all day. Glancing around, I took in the vine-covered privacy trellises. There were three of them with a person-sized gap between each one. Dusk was rapidly giving way to darkness, and I felt pretty obscured from the neighbors. I stripped off my clothes and tentatively put a foot in the tub. Hot. Very hot. I yanked it out, then waited a minute before trying again. Slowly, I eased the rest of me in, bit by bit. When I was finally submerged from the neck down, I exhaled happily and leaned my head back against the edge. Fantastic. I kicked on the bubbles and closed my eyes. Suddenly, I found myself able to forget it all. Doug. The guy from the club. Dana. Seth. Well, maybe not Seth entirely. But I could forget the bad things, at least. When my hair had curled from the steam and sweat was rolling down my forehead, I stood up and sat on the tub's edge, letting the air dry me off. A lot of people don't understand outdoor hot tubs, but I preferred them to indoor ones. Nothing can match that temperature change. Once cooled, I sat back in the water, ready to repeat the process. I could have done this all night and been perfectly happy. I'd only been back in the water a few minutes when I heard a twig snap from somewhere nearby. It was like a bad-horror-movie clich? ¦, butterrifying nonetheless. I shot out of the water, splashing everywhere, scrambling over the side as I heard a rustle of leaves and brush. â€Å"Bastien!† I yelled, running back into the house. He tore into the room, face pale and alarmed. â€Å"What's the matter?† I backed away from the patio, pointing. â€Å"There's someone out there. â€Å" Nothing could really hurt me, of course, but being immortal does not relieve a person of instinctual fear and caution. There'd be time to feel embarrassed about girly behavior later. His eyes cut to the patio, and he moved outdoors without any hesitation to look around. My knight. I waited in the kitchen, dripping water onto the wood floor, my heart still thumping. He returned a few minutes later and shook his head. â€Å"There's nothing out there. You imagined it.† â€Å"No. It was there. I heard it.† â€Å"Then it was an animal.† He suddenly smirked. â€Å"Or maybe Reese getting a thrill.† When I didn't laugh at the joke, he approached and pulled me to him, unconcerned about getting his clothes wet. My body trembled against his. â€Å"It's all right,† he murmured. â€Å"You're okay. You're safe.† He pulled off his blazer and wrapped it around me. It was too big, but it felt wonderful. I huddled against him, still too fazed to shape-shift some more substantial clothing on. â€Å"Come on, Fleur .You know I'm here. You know I won't let anything happen to you.† The animosity we'd built from our fight went away, and suddenly we were back to normal again. He took me upstairs to his bedroom, still keeping his arm around me. I shape-shifted dry as we walked and turned back into my Georgina self. Changing into his usual shape as well, he pulled me down to the bed with him so my head rested on his chest. A lot of immortals don't understand the way incubi and succubi relate to each other. We tend to touch a lot, in ways that are small but still intimate by most standards. I'd been accused many times of being sexually involved with Bastien – or someone else – over the years. Yet the truth was that in all of our time together, he and I had never actually had anything romantic happen. We were close, physically and emotionally, but that came from friendship, nothing more. Because honestly, when you spent most of your existence giving complete strangers access to your body, it seemed stupid not to enjoy physical bonding with those you actually cared about. And again, by physical bonding, I just meant small things, not even those that resulted in orgasm or a PG rating. Petting. Stroking. Massaging. Kissing here and there. They were all signs of closeness. We needed them, I think, to keep ourselves sane with the way we lived. And there was a certain comfort to knowing that in doing this, the other person got exactly the same thing in return. I could not have had such an equitable emotional relationship if I'd sought a similar physical exchange with, say, Hugh or the vampires. It would have meant something different to them. Which was why I could lay there in Bastien's bed, half naked, with my body twisted around his. We laughed under the blankets, reminiscing about past times when we had to sleep in similar – but less comfortable – ways. Ship cabins. Narrow boardinghouse beds. Campsites along country roads. Then too, we'd huddled together for warmth and security. I ended up spending the whole night with him. He held me the entire time in as gentlemanly a way as Seth might have. But with Bastien, I didn't toss and turn with worry all night over what damage one careless touch might do. It was the best night of sleep I'd had in weeks. When I returned home the next day, I called Seth and asked him if he'd been at the bookstore yesterday. He verified that he had and that Doug had behaved himself. â€Å"He was kind of goofy and chipper but nothing like that day.† â€Å"Good. I hope that's the end of it.† There was an awkward pause, and then Seth asked, too casually: â€Å"Were you out again last night? I called you pretty late and didn't get an answer. â€Å" â€Å"Oh, yeah. I stayed at Bastien's all night.† â€Å"Oh.† Silence. â€Å"It's not what you think,† I hastily assured him. â€Å"We just slept. Perfectly platonic. Just like†¦Ã¢â‚¬  â€Å"You and me?† Silence. â€Å"Nothing happened. He's like a brother to me. Honest. He's the last person you should be jealous of.† â€Å"I'm not jealous. Not exactly. But if you say it's nothing, then it's nothing. I didn't mean to sound like I was accusing you of lying. I know you wouldn't do that.† I thought about oral sex at the dance club and my bare skin pressed against Bastien's. I might not lie, but I didn't always tell Seth the whole truth either. A few days later, Seth and I went to another Nocturnal Admission concert. Doug and I had worked together all week in a civil manner, if not exactly a friendly one. Seth picked me up at my place and again could only stare in wonder at my appearance. I'd gone out hunting with Bastien last night – against my better judgment – and had taken another victim. The glamour hadn't quite diminished yet, and I would have looked hot even in a burlap bag. So, I suppose wearing the kind of dress I did was just outright mean. It was a little slip of a dress in gray cotton jersey, with a ribbon threaded around it that tied just under my breasts. The thin-strapped, V-necked top showed lots of cleavage; the skirt hung soft and drapey to just above my knee. It was like a winter sundress. Seth put his arms around me and nuzzled my neck. â€Å"You never fail to surprise me. I always think I know what to expect with you. Then I actually see you, and†¦Ã¢â‚¬  He couldn't finish, but his eyes did it for him. They slid up and down my body, making my insides melt. Throw me on the bed and take me, I begged silently. Out loud I said, â€Å"We should get going.† At the concert, Nocturnal Admission performed as spectacularly as last time. Their following had increased, and people packed every square inch of the place. I had trouble seeing the stage but could hear every golden note. Fortunately, I got to see plenty of Doug later. The venue had let him use the place for another wild, post-concert party. Adoring women – and several men – clung flirtatiously to him and the other band members. Doug hugged me when he saw me, arranged for someone to make me a decent drink, and acted as though nothing had happened between us. I guessed I was glad to set aside the hard feelings, but now that I knew what to blame his behavior on, his bright and wild demeanor unnerved me. Casey showed up at one point, still looking a bit gaunt, but obviously on the mend. From across the room, I watched her tentatively approach Alec. He'd been talking to Wyatt the guitar player and turned to give her an obviously forced and fake smile. I couldn't hear the conversation, but the message came through loud and clear. She wanted to talk to him, to get his attention in some way, and he was blatantly snubbing her. I could see him shaking his head as she spoke, an almost desperate look on her face. Finally, he simply walked away, leaving her staring and upset. â€Å"I want to go over there and punch him,† I told Seth. â€Å"No, you don't. It's their business, not yours.† I turned on him. â€Å"Damn it, Seth! How can you always be so placid and nonconfrontational? Don't you stand up for anything?† He regarded me coolly. If he was surprised or offended by my outburst, he didn't show it. â€Å"I stand up for plenty of things. I just know when to pick my battles, that's all. So should you.† â€Å"You realize he slept with her and then turned around and dropped her cold. He may have even used sinister ways to do it.† â€Å"Believe me, I'm not condoning that, but Casey's got to be the one to say something. Otherwise, it's just you making accusations and starting a scene.† I scowled, half agreeing with him but still wishing I could help. Looking around, I couldn't see her anymore, which was probably just as well. With any luck, she'd gone home and would swear off the company of men for a while. Seth left for the bathroom, and almost the moment he was gone, Alec sidled up. â€Å"Hey, Georgina. You look hot.† â€Å"Thanks,† I said. I angled my body away, hoping he'd get the signal I wasn't interested. He was lucky I didn't just turn around and deck him. â€Å"You're, like, the best-looking woman in here tonight.† Whether that was actually true or not, I knew the life-force surplus made me the most attractive. There was a difference. Eyeing Alec, I suddenly toyed with the idea of returning his flirtation and sleeping with him. I rather liked the idea of seeing him sprawled out unconscious and sick somewhere. Nah. On second thought, considering he was such a sleazebag, I probably wouldn't steal enough energy to do much more than wind him. â€Å"You drinking those vodka gambits again?† he asked, still pushing the act. â€Å"Gimlets,† I corrected. â€Å"Well, the bar can make anything if you want something different. And there's weed everywhere. I think I saw Corey with acid too.† This guy just couldn't stop trying to fuck women over. He didn't care how he did it. Seth showed up just then, and I turned to him with a dazzling smile. â€Å"Nice talking to you Alec,† I said breezily, taking Seth's arm. â€Å"See you around.† â€Å"What was that about?† asked Seth, once we were out of earshot. â€Å"That asshole was trying to pick me up again. Right after turning away Casey. God, I hate him. He was trying the usual stuff too. Trying to push more drinks on me. Telling me how hot I was.† Seth leaned his face toward mine. â€Å"You are hot.† â€Å"Stop that. You're giving me funny ideas.† He continued holding me close. I really needed to wait two days before seeing him after a fix. â€Å"Ever wonder how far I could kiss you on the lips?† he asked. â€Å"What do you mean?† â€Å"Well, I can somewhat substantially kiss your cheek and neck, right? Your lips though†¦well, those have to be quick, brushing kind of kisses. Too much intensity and tongue with your mouth is right out. So, I figure there must be a middle ground.† â€Å"Have you been drinking?† â€Å"Just thinking, that's all.† The rapture from my glow was reflected in his face. Forgetting about anyone we knew seeing us, I let him lean his mouth toward my own. Ever so gently, his lips touched mine. Not a family-type slip of a kiss, nor a saliva-exchanging deep kiss either. It was like a caress. His lips slowly stroked my lips, his tongue just barely tracing the contours of my mouth. Electricity ran from my head to my toes and tried to run back up again, but it got delayed between my legs. Seth stepped away. â€Å"Anything bad happen?† â€Å"No,† I breathed. â€Å"But I think we need to conduct several repeat experiments, just to make sure.† Suddenly, from across the room, we heard whoops and cheers, followed by a terrific crashing sound and gasps of alarm. Without conscious communication, Seth and I moved as one to see what had happened. Doug lay in a heap on the floor in front of the stage, laughing hysterically. â€Å"What's going on?† I asked Corey. His eyes were heavily dilated, and I remembered Alec saying the bass player had acid. â€Å"It's a new Olympic sport. Stage-table High Jumps.† Following his gaze, I saw a table set up on the stage. About fifteen feet away, on the floor by Doug, was an overturned table. I looked back and forth. â€Å"Did he try to jump from that table to that one?† Corey cackled. â€Å"Sure did. Shit. He almost made it. Caught the edge on his way down.† â€Å"He could have broken his leg,† muttered Seth in disgust. â€Å"Or worse.† Doug seemed to be okay. Some solicitous women in tight shirts were helping him stand. He caught my eye and laughed harder. â€Å"Don't look so panicked, Kincaid. I'm fine†¦but if you want to make sure, you can come kiss me too and make it all better.† He winked at Seth, and others laughed with him, without knowing why. I was soon forgotten as more adoring people swarmed in. Seth and I retreated. â€Å"What was he thinking?† I fretted. â€Å"I mean, he's always doing crazy acrobatic stuff on stage, but he had to have known he couldn't make that.† â€Å"If he's not thinking straight, there's no telling what he believes. Drugs,ll do that. Give you a sense of invincibility.† I reminded myself to look up those drug names Cody had suggested. I didn't know if it'd do any good, but it'd at least make me think I was doing something. â€Å"Hey,† I exclaimed, pulling Seth to an abrupt stop. â€Å"It's him again.† â€Å"Who?† â€Å"That guy talking to Alec. The weird gothic, male-model-type guy.† Seth followed my gesture. Way on the other side of the place, near the bar, Alec and the man I'd seen at the earlier concert were having a heated argument. The GQ-poet guy looked stern and cold tonight, dampening his otherwise suave and polished looks. Alec had a pleading look. The drummer gesticulated frantically, his face desperate and frightened. The other man shook his head sternly, face unyielding. He waved a hand toward the crowd and then said something to Alec. Alec's face paled, and he once more turned into a pitiful supplicant. The other man shook his head yet again, then strode off. He didn't approach us exactly, but he had to move in our direction to reach the exit. He was still a good fifty feet away and separated by walls of people when an odd, prickly feeling touched my skin. It was strange and discordant, yet sleek at the same time. It was almost like what I'd felt around Doug and the band, except that had been unidentifiable. This was clearly a person's signature. It was linked to that man, pulsing with sentience. I choked out a strangled sound and quickly stepped back out of range. Pulling Seth with me, I threw my arms around him and kissed his neck. As I did, I watched out of the corner of my eye as the strange man froze and jerked his head around, looking out over the crowd. He had felt me too. His eyes passed over us several times, but we drew no especial focus. We were just another couple getting hot and heavy. I tensed, waiting for him to come closer and try to sense me again. Without knowing why, I didn't want him to find me. He scanned a bit longer before giving up and continuing his retreat. When he had left, I relaxed and leaned into Seth. â€Å"What†¦?† â€Å"That man that was talking to Alec,† I said, still in shock. â€Å"He's an immortal.† Seth's eyebrows rose. â€Å"Really? What kind? Angel? Demon?† â€Å"None of the above. He's not one of mine.† â€Å"What do you mean not one of yours?† â€Å"Not all immortals are part of the heaven and hell system. There are a lot of other creatures walking the world: nymphs, orisha, oni†¦Ã¢â‚¬  â€Å"You do realize you've just thrust me into a theological quandary likely to keep me awake at night for years,† he joked. When I didn't answer, he turned serious. â€Å"Okay. So what kind was he?† I shook my head. â€Å"That's the thing. I don't know. I don't know what he was exactly.†

Raoul

Executive Summary FJ Benjamin is a Singapore based fashion and lifestyle company. The company distributes major clothing brands and accessories, and is one of the leading fashion distributors in Singapore. Their success is derived from their ability to secure distribution rights from major brands. FJ Benjamin introduced it very own house label, Raoul, in 2002. Raoul was created to increase the company? s portfolio as well as to diversify away from distribution risk. Raoul contributes a large percentage of FJ Benjamin? s annual revenue.With intensive competition in the fashion industry, Raoul must have it own identity in order to differentiate itself from the competitor. Analyses have been undertaken to determine what necessary strategies to be implemented to enhance the brand image so as to increase profits. Strategies are recommended by taking advantage of Raoul? s strengths and building on their weaknesses in order to take advantage of the available opportunities in the market and to defend it from threats. Studies of the internal and external environment had been conducted to be able to work with Raoul? core competencies to gain a competitive advantage over its competitors.This report concludes that Raoul needs to make adjustments on its marketing strategies, and maintain some of its current strategies, in order to be more competitive in the fashion market. Hence, it is proposed that (1) Raoul focus on a single-market strategy and focus on the local market as well as to create strong market commitment, to be able to serve customer better. (2) Introduce a new ecofriendly product line based on product improvement strategy, and offer product customization for current and new products, as well as enhance current product and services. 3) Maintain current product pricing, and implement price skimming strategy on new product line. (4) Maintain its efficient and cost effective distribution strategy. (5) Changes are to be made on its promotional efforts in order to g ain max exposure possible. Benefits of the proposed recommendations would allow Raoul to achieve the proposed objectives which includes increasing in sales revenue, repurchase rate, and introducing a new product line within the next three years.It is there for proposed that the recommended strategies be implemented at Raoul to be able to reap in revenues as well as gaining a competitive edge in the fashion industry for a highly sustainable business.Over the last 20 years, Singapore has taken a great leap in its fashion industry. Singapore is recognised as the second largest fashion apparel business and sourcing hub in Asia-Pacific after Hong Kong. Special fashion events such as Singapore Fashion Week and Singapore Fashion Festival are some of the impressive achievements made in the fashion industry. These events played a critical role in portraying Singapore as a major fashion hub in the whole of Asia Pacific region. This also gives both local and international designers a platform to showcase their talents to the fashion industry in this region.Today, a total of 4,500 wholesalers, retailers, and manufacturers generate some $7 billion in operating receipts and $1. 2 billion in value added to Singapore economy. As Asian consumers become more affluent, they increasingly drive global demand. With Singapore? s strategic location, cultural affinity and connectivity with the region made Singapore an ideal place to serve as a test-bed to gather and analyse consumer insights, to develop products for the Asian market. This also made Singapore an optimum location for many companies to set a base in, managing and controlling their regional and global operations. . 0 Corporate Background F J Benjamin was founded in 1959 by Frank Benjamin, who came from a well-to-do family who have been in the fashion industry before World War 2. The company was initially FJ Benjamin and Sons but due to the nature of the business, where it positioned itself as a holding firm with subsidiar ies, it was later renamed to FJ Benjamin Holdings Ltd in 1993 (Wang 2009). The company started of dealing with photographic equipment, and everyday novelties such as paper products as well as pots and pans.However, in the 1960s, the company started to modernise its operations by entering into partnerships with many fashion labels, by importing and retailing designer jeans. The success motivated Benjamin to focus his business on the fashion industry. The company brought in brand names such as Lanvin, Gucci and Fendi in the early 1970s, and was a big player of the fashion industry in Singapore (Wang 2009). FJ Benjamin was listed on the SGX in 1996, before the Asian financial crisis, posting a net loss of over $40m in their first financial year; it was mainly due to high operating expenses and fixed cost.The profitability of the company continued into the early 2000s, where they lost major brand names such as Gucci, Lanvin and Fendi. The company learnt to diversify away from distributo rship risk by developing its own brand, thus the creation of Raoul. 1 Company Present Operation& Business Core Today, FJ Benjamin has operations in eight cities worldwide, including Singapore, Sydney Australia, Jakarta Indonesia, Hong Kong, Vietnam, Kuala Lumpur Malaysia, Taiwan and Bangkok Thailand carrying over 20 brands and has over 180 retail stores in the Asia Pacific region.FJ Benjamin focuses on 3 core business; fashion retailing and distribution, timepiece distribution, and licensing and design: (FJ Holdings Limited 2009). ? Fashion retailing and distribution core – Acquired rights to distribute major fashion labels across the South East Asia and the Pacific region ? Exclusive distributers of timepiece – Acquired rights to distribute timepieces in the South East Asia and the Pacific region ? Licensing and Design – Has a design division to design for Guess Kids and its own house label, Raoul However, they also have their fair share of failures, one exampl e was with the Manchester United brand and Devil? Bar that were unprofitable, which the company had a joint venture with CEO of St James Power Station, Dennis Foo. The company dropped the Manchester United brand name and closed all its retail stores and cafes. Current Developments FJ Benjamin is benefiting from Singapore? s healthy economic growth. With Singapore transforming into a tourism hub, and the opening of Marina Bay Sands (MBS), the company had took advantage of the influx of visitors and has opened four new retail stores at the MBS, including brands names like Guess, Banana Republic, La Senza and Raoul; totalling the number of stores in Singapore to 32.The management was optimistic with its new stores as it was able to secure attractive rental rates at MBS and would be able to benefit from the ever growing number of tourist. The company also stand to avoid other competition with the opening of new shopping malls in Orchard Road and other shopping districts in Singapore (FJ Holdings Limited 2009). Future Developments FJ Benjamin had secure exclusive distributorship for high end brands such as Goyard, Givenchy and Dewitt, building the company? s brand portfolio to more than 20 reputable brand. The company? success is evidenced by its ability to attain distributorship of French luxury giant Moet Hennessey Louis Vuitton? s (LVMH) Celine and Givenchy; this is only the beginning of their collaboration with LVMH (FJ Holdings Limited 2009). 2 Company’s Milestones & Achievements FJ Benjamin have made its mark in Singapore and have been contributing much to the fashion industry and providing various lifestyle products [See Appendix 1]. Corporate Vision FJ Benjamin? s vision is to be a global company ? Dedicated to delivering their promise to their customers by fulfilling their lifestyle aspirations ? Committed to talent development Delivering sustainable and superior returns to their shareholders Corporate Mission FJ Benjamin? s mission is strive to lea d in everything they do ? Implementing brand strategies with deep market penetration ? Delivering superior customer service with long-term customer loyalty ? Empowering employees to deliver value processes for phenomenal growth ? Pursuing best-in-class economics with strong margins Corporate Social Responsibility (CSR) FJ Benjamin has been committed to various charities in Singapore since the company was founded in 1959. The company believes that charitable giving is a necessary element of CSR.The company? s Charitable Giving Committee is made key employee of the company. The committee meets on a quarterly basis to review the company? s charitable initiatives and approves all charitable giving. The company sets aside up to 1% of its net profit for a fiscal year, in forms of monetary or in-kind gifts. FJ Benjamin? s charitable objectives includes, supporting good causes relating to health, education, arts and/or the community in Singapore. The company also encourages and supports pro jects and activities that helps strengthen in which their employees work and live in. FJ Benjamin? Contributions to the society [See Appendix 2]. Company Structure FJ Benjamin Holding employs a divisional structure that is divided according to geographical region and further subdivided into countries and product [See Appendix 3]. In the South East Asian region, the company branch out to various countries such as Singapore, Malaysia, Thailand and Indonesia. Each country would then be fragment base on products, e. g. Timepieces, Investment and Concepts (FJ Holdings Limited 2009). 3 As of financial year end 2009, Douglas Benjamin is the Chief Executive Officer for FJ Benjamin Singapore.Mr. Douglas oversees the operation in Singapore, directs the international expansion of Raoul house label and heads the Raoul design team as a Creative Director. Douglas Benjamin has strong experience in brand management and development of retail distribution thereby allowing the company to expand quickl y into various regions within eight years and having a diverse range of products (Star Creation 2010). The senior management board in Singapore includes Samuel Benjamin, Quah Kim Tong and Matthew Chan (FJ Holdings Limited 2009).Samuel Benjamin is the Group Director of Timepiece and the Senior Vice-President of FJ Benjamin Fashion U. S. Inc. He joined the company Fashion division in 1991 and has more than 19 years of experience in the retail industry (FJ Holdings Limited 2009). Quah Kim Tong is the Director for Wholesale. He administers the logistic/ distribution center in Singapore, plus the distribution business of Sheridan and Guess Accessories. He started his career as a product manager in 1982 and steadily moved up the corporate ladder. Matthew Chan is the Divisional CEO of Fashion and Corporate Services.He oversees the day-to-day running of the fashion retail in Singapore, as well as the managing the back end support services in the company. Mr. Chan joined the company back in 2006, providing strong organizational and financial knowledge from his past experience as Director for Head of Channel Acquisitions and Head of Acceptance with American Express. Key stakeholders FJ Benjamin key stakeholders are directly affected by the company? s performance, which includes: ? Customers who purchase products from various SBU ? Employees – Management staff to salespeople ?Licensors who sell the distribution rights to FJ Benjamin ? Retail malls that leases out spaces for company? s retail division ? Investors who own FJ Benjamin? s corporate share ? Creditors – Banks ? Shareholders ? Government agencies which may require the company to abide/ conform to accounting standards, taxation regulations and employees? CPF ? Trade unions which may certain framework that the company needs to work within; such as working hours and minimum wage 4 Financial Performance Financial Year Profits after tax and shares 2005 4. 26 million 2006 10. 17million 2007 1. 47millon 2008 14. 8 million 2009 (2. 66 million) Table 1 Financial performance of the past 5 years The growth from financial year 2005 to 2006 was mainly attributed by attainting the distribution rights for Gap and Banana Republic in Singapore and in Malaysia. During the same year, other SBUs, namely Raoul and Timepieces started its expansion into the Middle East and Thailand (FJ Benjamin Limited 2006). The significant growth from 2006 to 2007 was further encouraged by the optimistic economies and mainly by the conversion of warrants to share (FJ Benjamin Limited 2007).The decline in profit for 2007 to 2008 was caused by the subprime crisis in America, the increasing inflation rate that reduced consumer spending power and the high volatility in the financial market. It was also noted that, FJ Benjamin exited from the Thailand market due to the political instability and shut down two timepiece shop in Hong Kong due to poor results (Leong 2010). On the other hand, the company reassured shareho lders through their diversified portfolio of brands and vigilant cost discipline; the company business is still viable (FJ Benjamin Limited 2008).As of financial year end 2009, FJ Benjamin had made a net loss of $2,661,000 compared to a net profit of $14,804,000 in 2008. The loss in 2009 was caused by the financial crisis. FJ Benjamin minimizes their financial risk by ensuring that there is sufficient cash reserves to meet any unforeseen circumstances and is committed to a low gearing ratio. 5 Breakdown of Financial Result Liquidity ratio Current ratio Quick ratio 2009 2. 11 times 7. 8 2008 1. 67 times 14. 7 Table 2 Financial results – Liquidity Ratio The liquidity ratio refers to the company? ability to meet its short term obligation (Madura 2007, 580). As compared to 2008, the current ratio has increased but it is still within the healthy range of 1 – 2. Excessive liquidity could imply that the company may have excessive cash or stocks in inventories (Madura 2007, 58 0). Leverage Ratio Debt/Equity ratio 2009 2. 13 2008 1. 14 2009 -2. 02% 2008 10. 65% Table 3 Financial results – Leverage Ratio Return on Equity Table 4 Financial results – Return on Equity Return on equity measures the return of investments in the firm for the shareholders (Madura 2007, 586).Although losses were made in 2009, the company has since been making steady progress in their quarterly financial results as show in Figure 1. 2009 Earnings per share (cents) 2008 -0. 47 2. 61 Table 5 Financial results – Earning/share Earnings per share serve as an indicator for the company? s profitability. Since in 2009 losses were made, it is accepted that the earning per share would decrease significantly as compared to 2008. Figure 1 Analysis of Financial Results Despites the losses made in 2009 due to the financial crisis, FJ Benjamin has since been making steady progression.For first quarter 2010, a net profit of $459,000 was made, followed by the second quarter with a net profit of $1. 72 million and latest financial results for third quarter 2010 showed a net profit of $3 million. 6 The company is financially sound; based on the breakdown of ratio, financial reports and third party recommendation for investors to invest in the company. FJ Benjamin has recently secured license for Goyard, a French luxury retail brand and has intention to introduce three other new brands in 2011 (Seow 2010). Currently the company has plans to expand into China and widen its existing market in US and Europe (Leong 2010). . 2 Strategic Business Unit Fashion FJ Benjamin? s fashion retailing includes prestigious line such as Guess, Celine, La Senza, Banana Republic, GAP and Raoul. It takes up two-third of its profit turnover through fashion retailing (Wang 2009). Timepieces F J Benjamin held exclusively rights to distribute timepiece brands such as Bell & Ross, GirardPerregauz, Guess, Chronotech, Victorinox Swiss Army, Marc Ecko, Rado and Nautica (FJ Benjamin Holdi ngs Ltd 2009). Timepiece contributes about 30% or one-third of FJ Benjamin? s profit turnover through retailing (Wang 2009). Creative & LicensingFJ Benjamin? s creative and licensing division has conceptualized and developed house brand Raoul and has licence to create original designs and manufactures merchandise, such as Guess Kids. 7 2. 3 SBU BCG Matrix The following is the tabulated values for BCG matrix analysis, for the breakdown of calculations [see Appendix 4]. Largest Competitor 2009 2008 RMS Growth rate % Total Fashion $48. 92 $203. 40 $226. 30 4. 17 10% 68. 00% Timepieces $35. 87 $94. 30 $113. 40 2. 59 17% 31. 00% Licensing $14. 80 $2. 20 $2. 70 0. 20 20% 1. 00% Table 6 BCG matrix analysis Star Question MarkDog Growth Cash Cow Relative Market Share Figure 2 BCG Matrix This shows that Raoul is considered a cash cow of FJ Benjamin? s business with high relative market share and average industry growth rate. Raoul is currently positioned under a maturity stage where growth ra te and market share may decline into dog in the next few years. Therefore, new marketing strategies are needed to maintain the Raoul? s position by altering the product, price, distribution and promotional strategies to increase growth and maintain its current market share. 8 3. 0 SBU Raoul Situation AnalysisRaoul is the brainchild of creative director Douglas and Odile Benjamin (Raoul 2008). Currently Raoul is one of the most profiled fashion brands coming out of Asia. It is being known as a stylish, innovative fashion brand offering high quality accessible luxury products to their consumers. Raoul? s is designed, manufactured, and retailed under a corporate vertical marketing system with is solely owned by FJ Benjamin (FJ Holdings Limited 2009). 3. 1. 1 SBU Culture FJ Benjamin believes that Raoul can help them move up a level from being a brand distributor to a brand owner.Frank Benjamin claims that in fashion today, there is no shortage of brands and there would be market that Ra oul can cater to (Sim 2009). Raoul has created a new history for Singapore by introducing luxury fashion-forward corporate wear at an affordable price to business executives in Singapore. Raoul has become a renowned homegrown label that is now known to many business executives that demands style in corporate wear. (Smart lines for business times n. d. ) Raoul has such a strong influence in Singapore that local Prime Minister Lee Hsien Loong wore a pink Raoul tailor shirt during his National Day Rally Speech.Therefore, with a strong culture and adequate support from the parent company and local government, Raoul culture can become part of the Singapore heritage brand (Jalal. 2010). 3. 1. 2 SBU Resources Tangibles Resources Physical Physical refers to the equipments, furniture, retail outlet which can use to grow or sustain the business. With 24 Raoul flagship stores in Southeast Asia and Dubai, the company is still looking to expand its geographical footprint. Currently, FJ Benjamin occupies the second floor of the â€Å"The Alpha† at the Science Park. It is filled with show boutiques and workrooms.It is used by the company's visual merchandising team for training purposes and doubles as an impressive space for press samples (Simon 2009). This allows Raoul? s staffs to provide quality service to the consumers by using boutiques to train, giving them a chance to experience in a real life scenario. The availability of showroom allows Raoul to customize its concept layout before executing on the actual shop front. 9 Technological With the help of FJ Benjamin? s support in terms of finance and experience, Raoul is able to fully utilize technology to help Raoul perform more effectively and efficiently.Raoul also has its very own Customer Relationship Management (CRM) system. CRM system is effective in increasing spending per customer, by tracking the spending patterns of customers, increasing the efficiency of marketing communication strategies. In addition, the front-end point-ofsales system has been upgraded to integrate with the CRM to improve in-store service quality (FJ Benjamin 2008). Sales Force Automation (SFA) is combined with CRM system to record stages of a sales process. It helps to manage customers? contact for future follow ups through contact management system.SFA would increase productivity and allow salespeople to utilize their time efficiently and effectively. SFA can help increase customer satisfaction which leads to increased customer loyalty and in return, high profit margins. Technology used on Supply Chain Management has improved the efficiency of the back-end support. Having implemented a new auto replenishment system, Raoul has been able to make inventory distribution more efficient. This help to save time and labour cost to keep track on all the movement of stocks and can provide a more accurate prediction of the delivery time (FJ Benjamin 2008).Financial FJ Benjamin achieved three consecutive quarters of earni ngs recovery in the first nine months of Financial Year Jun10. Earnings surged from a loss of $0. 1m for Financial Year Jun 2009 to a net profit of $5. 2m for Financial Year June 10 (Lee 2010). The outperformance in core earnings was driven by an improvement in gross profit margin, reflecting FJB? s strengthening brand portfolio and astute merchandising capability, as well as rising consumer demand (Lee 2010). In June 2010, the group? s turnover from the fashion business was flat at $49. m, with the marginal increase in the Southeast Asia markets offset by the slide in the Australian market. Geographically, sales in Southeast Asia rose three per cent, with fashion up two per cent (Seow 2010). As economics begin to recover, consumers? confidence begin to rise so purchasing increases. 10 Organization There are 9 directors on the board, consisting of Executive Chairman, Chief Executive Officer, Independent Director, Executive Director, Non- Executive Deputy Chairman and Non- Executive Directors [see Appendix 5].In Singapore, there are 2 members on the senior management, consisting of the top management, such as Group Director and Wholesale Director FJ Benjamin adopt Traditional Organization Structure (Subhash and Haley 2009, 207), where different departments concentrate specifically in an area which they are an expert in it. Therefore, it helps Raoul to have a strong management team, which can grow Raoul to the next level and sustain a competitive edge. Intangibles Resources Goodwill As mentioned in section 4. 1 FJ Benjamin has been proactive in its CSR.This helps project a positive image of FJ Benjamin to the public. Therefore, in the future they can do a combine sponsorship with Raoul to increase brand exposure and awareness. Goodwill are intangible assets, this includes the company being in a dominant market position by building a positive brand image, create a positive reputation and increase consumer confidence of the company (Reference for Business : Encycl opedia of Business, 2nd ed n. d. ). Under the context of Raoul, they continuously explore different strategies where they aim to ecome a global renowned luxury brand that is recognised both regionally and internationally. As shown in appendices [see Appendix 6], Raoul had participate in numerous fashion events where they are able to showcase its products with other major luxury brands in the world. This would create a perception that Raoul as an international luxury brand. In Singapore, FJ Benjamin also creates a positive image by supporting and grooming Asian talents to become professional designers. Raoul had also won numerous prestigious awards, portraying that Raoul is a prestigious brand to Singaporeans.Innovation FJ Benjamin? s expertise and capabilities in original design manufacturing allows the company to create its own house-brand, Raoul. FJ Benjamin is committed to deliver innovative and differentiated products to the market. Raoul aims to create and deliver new value-add ed products and invest in research in order to respond to the ever changing needs of consumers. 11 Knowledge/Skills FJ Benjamin has rich experience in marketing and distributing luxury products. This makes FJ Benjamin an industry leader for building brands and management.This can help Raoul has a clear directions and a strong strategy to grow the brand. FJ Benjamin place customer service top on their priority list, therefore, every year they will send their staffs for upgrading or training to increase their service quality. After years of hard work, in 2009 FJ Benjamin won â€Å"Best Service Provider in the Industry† award. In retail, FJ Benjamin has a rich experience in marketing and advertising campaign to expand its market share. They also have the capital to heavily advertise Raoul on traditional print such as fashion magazines, newspapers, posters and billboards (Wong and Lim 2009). . 1. 3 SBU Stakeholders Stakeholders hold an important to affect Raoul? s ultimate growth . Raoul needs to take in the view of the interest of their stakeholders in order to have a positive growth. Stakeholders can also influence the directions of Raoul. The stakeholders are further classified into 4 different groups: Classification of Stakeholders The Community The Customers / Partners The Competitors The Investors ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Government regulators Media General public Shopping Mall Developers Shopping Mall Management EmployeesFashion Designers Customers prospects Strategic alliances partners Raw Materials Suppliers Insurance Company Supply Chain/Freight Forwarding Company Schools (e. g. School of Business, School of Art and etc) Direct Competitors (e. g. Massimo Dutti, G2000 Black Label) Non- Direct Competitors/Substitutes Board of directors Investment Analysts / Financial Consultant Shareholders/Investors Table 7 Classification of Stakeholders 12 3. 1. 4 SBU Performance Raoul entered into the fashion industry at the right time, where men have b een paying more attention of their looks.With the successful launch and business, Raoul has also further strengthened its well established values (Sunny Side Up: Start your day the Kim Eng Way 2010). Financial Year Profits after tax and shares 2005 724,200 2006 1,728,900 2007 3,649,900 2008 2,516,000 2009 (452,200) Table 8 Financial Performance for the past 5 years Base on assumption from the above financial year performance under section 1 with Raoul having a financial contribution to FJ Benjamin profit of approximately 17%. From 2005 to 2007 shows a steady increase mainly attribute by positive financial economies.From 2008 to 2009 a dip in Raoul? s sales was caused by financial crisis across the world. As of June 2010, FJ Benjamin recorded a net profit of $8,260,000 from a net loss of $2,661,000 in 2009 (FJB Singapore 2010) and Raoul accounts for approximately 15% – 20% of FJ Benjamin? s sales revenue, it is clear that FJ Benjamin wishes to take this opportunity to venture into other big market to increase their revenue and market share. 3. 2 SBU Customers Characteristics Segment 1 Segment 2 Working Adults Generation Y Sex Male and Female Male and Female Age 36-60 22-35 Education ;gt;Diploma gt;Degree Monthly Income ;gt;$3800 ;gt;$2800 Purchasing Power High Medium – High Benefit Sought Seek Prestige Services ; Product Seek Individualism, Status ; Self Quality Image VALS Innovators Achievers/Experiencers Lifestyle Factors Traditionalist Modernist Brand Loyalist Opinion Leaders Opinion Leaders Early Adopters Purchase Frequency Occasionally Occasionally Occasion of Use Work Work and Social Size 65% 35% Demographics Description Table 9 SBU Customers 13 3. 3 SBU Competition 14 Table 10 SBU competition 15 3. 3. 1 Current Product Positioning Quality +ve Price -ve + ve -veFigure 3 Current Product Positioning Purple: Raoul, Blue: Massimo Dutti, Orange: G2000 Black Label The above shows the current position of Raoul and its competitor, Massimo Dutti and G2000 Black label. Raoul currently offers high quality products at a mid-range price, while competitor such G2000 Black label offers slightly lower priced and quality clothing. Massimo Dutti offers slightly lower price and same quality clothing as Raoul. 16 3. 4 Key Findings PESTLE Environment Political Political Stability and Risk Political stability and risk varies between countries in the region.Singapore has very little political issues compared to neighbouring countries such as Indonesia, Malaysia, Taiwan and Thailand. Singapore is rank 1st in Southeast Asia as the least corrupted country and 4th worldwide. Low degree of social unrest, political sovereignty, conflicts and low government interventions, makes Singapore a safe place for any business operation. As indicate in the World Bank? s Doing Business Report, Singapore is the world? s easiest place to do business in the year of 2009 and 2010 due the political stability of Singapore. Economic Singapore? economic growth, inter est rates, exchange rates and inflation rates, consumer purchasing power and the standard of living in Singapore are part and parcel of the economic environment. In May 2010, Singapore topped the list of world? s most competitive nation in the World Competitiveness Yearbook. Singapore dethroned USA as from its 16 year reign (Lim 2010). Gross Domestic Product (GDP) Singapore? s GDP expanded strongly by 15. 5% in the 1st quarter of 2010, it exceeded the projected 13. 1% estimates. On a quarterly basis the Singapore economy grew 38. 6 %, 6. 5% more than the government? s estimates (Howells 2010).According to World Bank, Singapore GDP is worth 182 billion dollars or 0. 29% of the world economy (Singapore GDP Growth Rate 2010). Singapore has a highly developed and successful freemarket economy and it soared above 30% in the first quarter of 2010, the manufacturing sector growth was doubled as compare to previous quarter of the year recovering from a 2. 8% drop in fourth quarter of 2009. The growth of the manufacturing sector accounts for up to one quarter of the country? s economy. This would cause the projected forecast of the GDP to increase to up to 9% in 2010 (Adam 2010). Inflation Rates As of 2010, Singapore? inflation rate is 1. 6% (Singapore Inflation Rate 2010). Inflation is an increase of overall price level in the country. This would increase the cost of living as products/services would now cost more than previous years. It is interrelated to the Consumer Price Index, which will be further discussed in the next section. 17 Consumer Price Index The current CPI of Singapore is 1. 6%, it is the measures of inflation rate, where measures consumer prices that the price changes in a fixed amount of consumer goods and services that are commonly purchased over time (Singapore Department of Statistics 2010).CPI is influenced by lifestyle, income level, household composition and consumer preference (Singapore Department of Statistics 2010) this also determines the quality of life of Singaporeans. This relates to the increasing trend in Singaporeans having higher spending power, where cost of consumer products are increasing; resulting in the increase in inflation rate. With the increasing cost of living and quality of life, Singaporeans have more disposable cash to spend on better quality products which would aid the sales growth of Raoul. Socio-Cultural Social AttitudesSingaporean has a „fear of losing? attitude, which is frequently used to describe the social attitude of Singaporeans. This refers to people who desire to always want to be first, the best and never losing out. This could be a positive attitude that reflects the high standards of Singaporeans; however it could lead graceless image to the society. It also strongly reflects on the Singaporean work ethics and competitiveness. ‘Face’ This is an important value amongst Singaporeans. It refers to saving and maintaining „face?. Singaporeans typically are not expressive in their ehaviour and emotions and do not criticize others openly in public; to avoid losing face. Losing face will lead to damage to one? s reputation, credibility and authority in the social and working environment. Technological Factor Technological Infrastructure Broadband infrastructure in Singapore allows for better global networking for businesses that enables better customer support. With the support of such technology, Supply Chain Management (SCM), Customer Relationship Management (CRM), Sales Force Automation (SFA) and Point of Sales (POS) system are made easier.Thus, allowing Raoul to operate more effectively and efficiently in Singapore. Furthermore, the government introduced the next generation high-speed fibre optic broadband (Next Gen NBN 2010). 18 Legal Factors Singapore Legal System Singapore? s legal system is English common law and has a strong regulation in place protecting consumer and company. Raoul, being a domestic brand would receive stronger su pport from the government. Singapore also has an additional Islamic law to cater to the Muslim community. Since, Singapore? economy is highly dependent on the revenue from import and export, it is important to implement proper regulations to protect the safety of Singapore. Also in terms of employment policies, firms need to consider the working hours and wages rate of the employees. Environment Factor Environmentalism There is an increasing trend green consumer in the global segment and since Singapore being one of the countries that is actively involved; environmentalism becomes an opportunity for Raoul to introduce environmentally friendly products as recommended in products.Targeting environmentally conscious consumers, where they are more willing to pay for greener products. Green Movement Singapore is highly involved in going green and government bodies that are responsible include National Environmental Agency (NEA) and Environmental Challenge Organisation (ECO). The NEA sign ed the Singapore Packaging Agreement with 5 industry associations, 19 individual companies, 2 non-governmental organizations, the Waste Management ; Recycling Association of Singapore and 4 public waste collectors on 5 June 2007 that aims to reduce packaging waste over a 5year period.It encourages the flexibility for the industries to adopt cost-effective solutions to reduce waste (Singapore Packaging Agreement 2008). ECO launched the „Million Acts of Green? Singapore Campaign to spur a national green movement by getting Singaporeans to think and act green in their day-to-day lives. Million Acts of Green Singapore is targeted at both Singaporeans and businesses with the aim of getting them to register their green acts and sustainability ideas on the millionactsofgreen. sg website (ECO Singapore 2010). 19 3. 5 Internal Analysis – TOWS Matrix AnalysisTable 11 Internal Analysis – TOWS Matrix Analysis 20 4. 0 SBU Objectives and Goals Table 12 SBU Objectives and Goals 21 5. 0 Recommended Strategies Recommendations have been made in order for Raoul to achieve their objectives and goals. 5. 1 Market Strategies Market-Scope Strategy It is recommended that Raoul should focus its strategy on a single market basis, where Raoul can gain competitive advantage of being able to adaptive and responsive to market opportunities threats to successfully remedying any possible changes in policies.Thus, Raoul will be able to capture the market and better serve the customers, at the same time experiencing higher profits while keeping the cost down while prices are kept high. Market-Geography Strategy Currently, Raoul has existing plans for expanding its business geographically. However, this report recommends that Raoul should return to the most traditional form of local-market strategy. As a home grown brand by a local company, F J Benjamin, it can gain competitive advantage of serving a narrow geographic area within Singapore.This can emphasis more interpersona l service with local consumers that can induce beliefs into consumers to motivate them in buying and supporting local produce. Market Commitment Strategy It is recommended that Raoul should create strong commitment with the potential consumers, where Raoul needs to create a firm foundation of operations within the market and amplifying its own economies of scales in promotion, distribution, manufacturing and promotion. This would in turn create high barrier to entry and competitors would have difficulties in challenging Raoul? s existing system.Creation of strong commitment can also be enhance with development or new products, improving product quality and increasing budget for sales force personnel. Raoul can work its product line with a more environmental approach. Such as usage of organic cotton in manufacturing of the apparels and recyclable shopping bags, to promote the eco-friendly line, to the consumers that are committed in saving the environment. Allocating resources to tra in retail associates can create a wholesome retail experience for the patrons of the boutique and would increase product and brand loyalty. 22 5. 2 Product StrategiesNew Product Strategy: Improvement ; Positioning The introduction of eco-friendly clothing aims to attract new consumers from the targeted segment. In Singapore context, organic cotton wear is still a relatively new concept. Currently there are not many fashion retailers providing formal wear made of eco-friendly materials. By being the first to introduce, Raoul could gain to attract a greater awareness for its own brand name and products. The eco-friendly clothing would help Raoul in attracting a larger number of potential consumers from the identified target segment. Quality +ve Price -ve + ve -veFigure 4 New Product Positioning Green: Eco-range positioning It is recommended that Raoul maintain its product positioning for the current clothing line. However, with the launch of eco-range, quality of product should be imp roved so as to differentiate the product from the competitors. Price of eco-range should increase so as to in-line with the new product pricing strategy (Price Skimming). 23 Value-marketing strategy: Product and Service Differentiation To differentiate its customer service from other fashion retailers, Raoul could offer complementary beverages for shoppers as well as offering image consultation service.The image consultant would make recommendations to consumer based on their needs, based on their body contour, purpose of occasion and nature of job scope. The consultation service is an optional product aimed at building the brand image and is subjected to charges. Product-design strategy: Product Customization Raoul should adopt standardise customisation to gain the extra competitive edge and to maximise benefits. Product customisation would aid Raoul in showcasing itself as a quality provider thereby differentiating the brand and increasing consumers? commitment to the brand.Standa rdise products refer to the clothing offered such as shirt, pants and blouse. Customisations could be done on various levels: ? At a basic level, clothing could be tailored in terms of length to meet basic expectations of consumers. ? At an intermediary level clothing could be tailored to meet specific needs of consumers, such as broadness of the lapel, thickness of shoulder padding in jackets, allow requests for particular colour and particular material for clothing like cashmere Lycra as well as embroidery of customers? initials on clothing. 24 5. 3 Price StrategiesWith reference to the PESTEL analysis, Singapore has a stable economy; does not face drastic changes in the environment. It is recommended that company should maintain the current pricing strategy for current products and use price skimming strategy for the new eco-friendly clothing. Maintaining Current Pricing Strategy It would allow Raoul to maintaining its position in the marketplace and enhance public image. The ben efit of maintaining price is appropriate when Raoul cannot anticipate the reaction of customers and competitors? price change. Furthermore, with this strategy it can further enhance the Raoul? public image New Product Pricing It is recommended that due to the uncertainty of consumers? demand and competitors? responds to the new eco-friendly range, that Raoul should use price skimming strategy to gain maximum revenue prior to competitors? respond with similar products.It not only serves customers who are less price sensitive, while there are demands for eco-friendly clothing in the early stage of the Product lifecycle, but also recovers the high cost of R;D used to develop eco-friendly clothing, and high promotional cost incurred to education consumers on the need to go green. . 4 Distribution Strategies Corporate Vertical Marketing System (VMS) Figure 5 Corporate VMS Raoul currently uses a Corporate VMS. As seen on the above figure, Raoul? s products are designed, manufactured and r etailed under a single ownership of FJ Benjamin. It is recommended that the distribution strategy remains the same as Raoul would have greater control over the entire distribution chains. This would eliminate the need of slow-moving suppliers for raw materials.New products designs shaped in Raoul? design centre at the â€Å"Alpha† as mentioned in section 5. 2. 1, and new designs 25 feed into Raoul? s manufacturing centres and is distributed directly to its retail outlets. This saves time, cost and keeps inventories low. 5. 5 Communication Strategies Raoul needs to further improve their current strategies and introduce new strategies to increase their market share and consumer base. Advertising A good advertising is able to stimulate interests and could lead to sales. It is able to influence customers? erception of Raoul and is able to reach out to more audience at a lower cost. Traditional advertising (Magazine) The use of traditional advertising such as magazines will be an effective medium for Raoul. Raoul could advertise in both male and female and luxury magazines such like HerWorld, Elle, Cleo, August Man, Prestige and L? Officiel, as these are the magazines that have readers that are similar to that of Raoul; targeted consumers get the latest information on fashion trends. Outdoor advertising and informative advertisingIn order for Raoul to introduce eco-friendly clothing, they have to do informative advertisements to generate environmental awareness among the public. Raoul can portray a positive brand image by introducing an eco-friendly range of clothing, and informing the public of the need to protect the environment through sustainable means. For instance, they are could place advertisements along high end shopping districts like Orchard Road, Marina Bay as well as the Central Business District areas to be able to attract attention of potential targeted consumers.However, special attention has to be made as not to place posters at cluttered en vironment as people may not notice the posters. Placing huge posters of bright green and earthy colours would draw consumers? attention, followed by a few informative words that explain the need for using organic materials which are biodegradable and pesticide free, such as organic cotton, to reduce environmental impacts. 26 Personal Selling strategy In retail line, personal touch and customer service is essential, and would differentiate Raoul from the rest of its competitors.It is recommended those salespeople are trained to be able to interact well with customers, as a good salesperson would be able to close higher sales, and customers are usually loyal to the person who provides the service, and may not be loyal to the brand. Therefore, more resources should be allocated in training of salespeople. Building Relationship through Database Marketing and CRM Building up a relationship with consumers with aim to retain consumers and increase their level of satisfaction. Raoul can imp lement customer loyalty programs so as to have a long-term valued relationship.This could be done by constantly sending update to their consumer through email or direct mail whenever there is any new launch or sales. Alternatively, Raoul could send birthday cards and offering birthday discounts to consumers on their birthday month. This will create a sense of belonging for the customer and further encourage return sales. Collaboration with designers In order to attract eco-conscious consumers, Raoul can collaborate with renowned designers to come up with a new series and designs made from organic materials.By taking a proactive approach in saving the environment, it projects a positive image of the brand. In addition, they are also able to educate the public on the need to save the environment. Product Packaging To be line with the eco-friendly range and promotion, purchase of any clothing in stores will be packaged with recycled paper wraps and paper bags. In addition, with purchas e of eco-friendly apparels, customers will be issued a specially designed recycled cloth bag with a green theme. Those special eco-bags should be able to attract potential buyers? ttention as well as raise awareness of the need to go green. 27 6. 0 Implementation Program An implementation table has been drawn up for the recommended strategies. IMPLEMENTATION AND CONTROL TABLE STRATEGY WHERE DATES HOW TO IMPLEMENT BUDGET CONTROL MECHANISM Market 1. Scope – Single Market 2. Geography – Local 3 years 3. Commitment – Strong 3 years Market Research on ideal store locations 3 years Singapore Island-wide Market Research Integrate CRM system Sales return – if segment is not profitable then use market haversting strategy $1,000,000Outlet sales figure – close outlets that are less profitable due to customer traffic Measuring repurchase rate – if repurchase rate is low, $500,000 consider using market haversting strategy Product Reviewing current produc t to come Nov 10 – Jan 11 up with improvements to restore product to health 1. New Product Positioning 2. Value-Marketing – Product ; Service Differentiation Training and development of staff Work closely with customer to review the progress of the product until completion that meets customer's specification. On going 3. Design – Customization On going

Research Methods Essay Example | Topics and Well Written Essays - 1000 words

Research Methods - Essay Example An effective research process is characterized by detailed basic steps undertaken with caution to prevent errors that can affect the results. The first step is identifying the research problem. The problem is normally the issue being identified by the researcher or a concept that requires more information or clarification (Blankenship 2). Research problems are normally the common issues that affect the community and form the focus of the whole process. The second step involves the review of literature which enables the researcher to learn more about the problem under investigation. Reviewing documented literature about the problem provides the foundational knowledge that shapes the whole process. Literature review informs the researchers on how the earlier studies related to the research topic were conducted and the conclusions earlier formulated. The knowledge attained through literature review guides the researcher when narrowing down the research topic and clarifying the problem. The third step is clarification of the problem whereby the scope is narrowed down from the broad initial topic. The concepts gained through literature review offer guidance on the relevant topic under focus by addressing the stated problem. After clarification of the problem, the researcher should define the terms and concepts applied when describing the study. This helps in minimizing the confusion that may emanate from the readers of the study. This is because the interpretation differs depending on the person reading the project. Definition of terms and concepts should be followed by the definition of the population or group to be involved in the study. The research question and study purpose determine the population. Defining the population enables the researcher to know the population they are supposed to deal with and the target group. Once the population is identified, the plan for the study is developed. This serves as the framework for the entire study. Data is then collect ed among the identified population. Data collection involves surveys, questionnaires and observation of literature (Blankenship 2). The stated steps provide data that undergo analysis to answer the research question. Data is analyzed according to the stated instrumentation plan. Analysis involves breaking down the notes into categories of topic themes and making a decision on how these categories relates to the theme. The researcher identifies the loopholes in the research process and repeats the process to look for any missing information. The information is then synthesized through refining the thesis in relation to the earlier information compiled and read in the literature review. The results are reviewed and summarized according to the research questions. This is occasionally followed by communication or presentation of the results. The research should be communicated in the format required by the professor with proper use of citations to avoid plagiarism. Research process enab les researchers to inform action. The defined steps also negate any loopholes that may result to errors and eventual distortion of the conclusion drawn. Explain the Advantages and Disadvantages of Adopting the Case-Study Research Design. ADVANTAGES Case study is used to build upon the existing theory, formulate a new theory or challenge an existing theory. This provides the foundation for applying solutions to problems or during the description of a phenomenon. Case study is a

Philosophy in Coaching, comparing coaches Essay

Philosophy in Coaching, comparing coaches - Essay Example Philosophy in Coaching, Comparing Coaches Coaches are regarded as the teachers who are entitled with the task of teaching athletes and team members possessing different skill sets. Coaches will impart knowledge and training to athletes, which will make them to perform different activities effectively with greater teamwork. Additionally, coaches will make the athletes aware of the characteristics along with the values that are essential to develop as a successful athlete and individual. In this regard, there are different aspects of coaching philosophy on the basis of which coaches impart their knowledge along with skills to athletes. Coaches should possess different skills, competencies and self-esteem in this respect. Respectively, coaches with different skill sets will be facilitated with the opportunity of imparting athletes with tactical, technical along with life skills. Coaches are also required to possess effective leadership skills. Specially mentioning, there are other certa in traits that include self-awareness, self-belief and self-disclosure, assisting coaches to become successful in performing their respective task efficiently (Martens, 1981). In this regard, the essay tends to describe the different aspects of Coach Phil Jackson and experiences along with traits required for the development of his competencies. Additionally, it emphasizes determining the knowledge and the skills imparted to athletes for maximizing their performances along with addressing the similarities and the distinctions between two coaches named Coach Wooden and Phil Jackson. Discussion Phil Jackson is recognized as one of the best coaches in the history of ‘National Basketball Association’ (NBA). He was born in the year 1945 and was engaged with different games such as football, basketball along with baseball in the days of his high school. During his graduation, he was selected to play basketball for the team North Dakota. In that game, he assisted his team to a cquire third and fourth place in NCAA Division II Championship. After that, he played for several years as a substitute player in the team New York Knicks. He was an all-round player with intelligence and hardworking capabilities. He was not identified as a star basketball player in his career. In the year 1980, he retired and started his career as a basketball coach in lower-level leagues. It can be viewed that his career as a basketball coach took great heights and assisted Chicago Bulls in winning NBA titles for six times. Additionally, as a coach of Los Angeles Lakers, he assisted the team to win NBA titles for three consecutive years (A+E Television Networks, LLC, 2013). Phil Jackson has acquired adequate knowledge and traits from his parents, which eventually assisted him to face different uprising challenges in an effective way. Moreover, from his school days, he developed his spiritual aspects in order to develop confidence towards performing his diverse activities with bett er zeal and success. Furthermore, it has been apparently observed that in his career life as a basketball player, he developed team-oriented style at large. Additionally, he possessed certain in-built capabilities that include confidence, focused and self-possessed along with consistent attitude. In

Irish Soap Culture Essay Example | Topics and Well Written Essays - 3000 words

Irish Soap Culture - Essay Example This paper is built around the central idea that soaps structure and inform the realities of many, and examines the phenomenon of soap operas in Ireland within this theoretical framework. The term 'soap opera' bears little resemblance to the nature of the genre itself, and is a curious amalgam of connotations. The origins of the term, which brings to mind a visual image quite unlike anything that is actually the content of a soap opera, have evolved - or perhaps 'mutated' is a better word - into the current avatar of the genre, the history of the nomenclature of which may be pieced together through a brief examination of the semantics of the term. It combines various ideas, as analyzed in this description: The "soap" in soap opera alluded to their sponsorship by manufacturers of household cleaning products; while "opera" suggested an ironic incongruity between the domestic narrative concerns of the daytime serial and the most elevated of dramatic forms. ("Soap Opera," paragraph 1) As the term itself suggests, the patterns of plot and characterization in soap operas have reached a generic level, and many theorists have identified several distinctive features of the genre. M. E. Brown has identified the following as the generic characteristics of soap operas: According to Robert C. ... 6. male characters who are 'sensitive men' 7. female characters who are often professional and otherwise powerful in the world outside the home 8. the home, or some other place which functions as the home, as the setting for the show. (Brown, 1987, paragraph 1) According to Robert C. Allen in Speaking of Soap Operas, there is much ambiguity involved in the attempted definition of the genre. He writes: "Since the 1930s the soap opera has been defined by what it pretends to be but is not, by what it lacks rather than what it is" (2). He points out that with reference to the definitions of what soap operas are, "we need to examine not only what was said about soap operas but also what was assumed and left unsaid" (12). Allen speaks in terms of the soap opera's "sense of kitsch," and opines that the soap has "eventual psychosocial consequences [on] mass culture, suggesting that the agenda of the soap opera is to take the "place of art in the lives of the masses," and that "what has taken place is nothing less than a subversion of an important part of the social order" (18). Therefore, he suggests that the objective of the soap opera is to undermine the fabric of society itself by seeking to replace the role that art has traditionally played in society. Helena Sheehan, author of Irish Television Drama: A Society and Its Stories, points out that soap operas originated with the supposed attempt to represent society, and followed a distinct and recurring pattern which could easily be identified as well as predicted as one was subjected to a series of soap operas all revolving around the same ideas. She writes that many soap operas create the illusion that what they are presenting to their audiences are grand but authentic portrayals of reality,

Report about Communication Law Case Comparison Essay

Report about Communication Law Case Comparison - Essay Example v. Sullivan, 1964). The text in the end, appealed for funds for purposes such as the â€Å"support of the student movement, the struggle for the right-to-vote, and the legal defense of Dr. Martin Luther King, Jr. against a perjury indictment (New York Times Co. v. Sullivan, 1964). Respondent contended that although the statements do not mention the respondent by name, the word ‘police’ referred to him as he supervised the Police Department, and hence being accused of those alleged in the advertisement (New York Times Co. v. Sullivan, 1964). He further claimed that the rest of the paragraph referred to the police (New York Times Co. v. Sullivan, 1964). It was found that some of the statements were not accurate descriptions of events, which happened in Montgomery (New York Times Co. v. Sullivan, 1964). The jury were under instructions by the trial judge upon presentation of the case, that the statements made were â€Å"libelous per se and were not privileged,† and hence the petitioners may be held liable if found to have published the advertisement and if the â€Å"statements were made of and concerning respondent,† (New York Times Co. v. Sullivan, 1964). Being libelous per se, the judge cited that â€Å"falsity and malice are presumed from the bare fact of their publication,† (New York Times Co. v. Sullivan, 1964). He added that general damages are presumed, hence, â€Å"need not be alleged or proved,† and that the jury may award punitive damages even though there is no showing of the amount of actual damages (New York Times Co. v. Sullivan, 1964). The decision also failed to charge to the jury that there must be malice or â€Å"actual intent to harm or gross negligence and recklessness† and did not distinguish between compensatory and punitive damages (New York Times Co. v. Sullivan, 1964). These rulings and instructions were sustained by the Supreme Court of Alabama in all

Environmental Planning Research Paper Example | Topics and Well Written Essays - 250 words

Environmental Planning - Research Paper Example Environmental planning activities are most pronounced in cities and urban places due to the fact that they are the regions most concentrated with development activities in addition to the large populations that reside in such places. In such a case, poor planning would lead to: environmental damage; social, economic, and cultural exclusion; and strains on the transport system. In the quest for enhancing sustainability is such places, planners should keep in mind that sustainable cities and urban places are an important factor to economic and social development which makes it the main engine of growth. They should also keep in mind that environmental degradation is the greatest obstacle to social equity and economic efficiency. The planners need to carefully study the components of federal or state regulations to understand the complex interactions between environment and development so that sustainability will be enhanced through a proactive management approach that is based on the understanding of these interactions. In this manner, all the future projects will be sustainable in terms of enhancing growth and development, which is supposed to be the main aim of any developmental

Renovation of Bathroom of Syracuse University Residence Hall (Dat Article

Renovation of Bathroom of Syracuse University Residence Hall (Dat Hall) - Article Example Importantly of the three viable options and the three budgeting conclusions, investigations revealed that each of the viable options will not require significant pipeline changes in the plumbing system, thus reducing costs. Option one will give freshmen the opportunity to have some privacy while showering or using the facility. Option two would not be costly as option one but will still give the bathrooms modernized feel students are used to in everyday life. The last option focuses on the student’s complaints about broken showers and old tiles. This report recommends that Day Hall renovates using option two as it will give the bathrooms a modernized feel, besides installments can be completed through SU staff reducing cost. For the purpose of providing a more comfortable residence experience for incoming freshmen, the communal bathrooms in day hall are fairly old and raise concerns over privacy and cleanliness issues amongst students currently living in the dorm. Amongst the issues for improvements, privacy ranks as of greatest importance, including sinks, showers, and toilets that are very close together. The bathrooms are very open and lack the privacy many students would like when moving to college. Therefore, to provide more personal space, renovations or separation of the toilets, showers, and sinks in the bathroom area can accommodate new and old students satisfactorily. To renovate the Day Hall’s facilities will add comfortability to the student’s need for usage, besides eliminating the health risks that may arise as a result. The primary concern of this feasibility study is the cost, duration of downtime, and the availability of SU staff.  

Affect of junk food advertising on children Essay

Affect of junk food advertising on children - Essay Example This "Affect of junk food advertising on children" essay outlines how the young children are getting affected to the luring advertisements and promotions of the junk food. The problem is that a few children are getting addicted to the habit of eating junk food to an extent that they are turning out to be obese, hefty. The article showcasing the boy in super size me is a practical example to the above said statement. The story of the child is that the boy generally doesn’t get inclined towards unhealthy eating but the boy cannot resist upon himself after gazing at the chavs made for the junk. He even tells that he always guarded himself by listening the instructions given by the government about what to eat and what not to eat. After listening to all such instructions generally anyone would not wish to and fill the belly full but this eating is the result of the eye captivating and alluring advertisements. The boy is indirectly blaming the organizations promotional activities. Probably the boy will not be aware of the consequences that follow up over the bulk eating. But once he becomes sick it will be very hard for a doctor to bring him to normal health and size and shape. The theory of the book is that people of the nation are indirectly responsible to what happens in the society. The responsibilities need to be shared by everyone. â€Å"I consider various ways in which it may be said that people are responsible for having become and remaining insensitive even when it is difficult or impossible at the moment to choose to be different†.

Google Inc Case Study Essay Example | Topics and Well Written Essays - 500 words

Google Inc Case Study - Essay Example The growth in Google had been witnessed on basing the CPC bids against the duration of actual CTR (Click-through rate) (Edelman and Eisenmann 3). The provision developed the system to accord Google the ability to present the most relevant ads a higher stature as compared to the least influential ads. Google managed to increase the revenues with the system that saw the company contain ads with high CPC bid against a decreased CTR that presented minimal revenue. Furthermore, as compared to Overture, the company did not conduct marketing campaigns that saw an increased 24.5 million user group attracting leading companies like AOL (Edelman and Eisenmann 3). The network also attracted advertisers with the presentation of advance search traffic with minimal CPC bids. Google had to articulate other advertisement measures because the online ad campaigns would grow less popular with the increasing complains from the customers. These measures were also susceptible to hackers as compared to traditional media that offered more security. Furthermore, the company needed to establish its dominance in the market through the acquisition of capital ventures like YouTube in 2006. Through the introduction of the added channels, Google boasted of an increased user group surfacing competition from other leading companies like Yahoo. To maintain the witnessed growth, Google should retain the focus on the line of operation and advance the search solutions via targeted advertising. The expansion in advertising would utilize added methods in advertising beyond the World Wide Web. These are realized in print, mobile, and other traditional advertising measures. Google should also focus on expanding into a full portal as depicted by rival companies in Yahoo and MSN.

People are Born Homosexual Essay Example for Free

People are Born Homosexual Essay Homosexuality is not just a contemporary ideology or behaviour of people. It has been present even during the ancient Grecian times, and the early African and Native American tribes. In some Native American tribes, a man dressed as a woman was treated with great respect because they were considered to be spiritually gifted (Bidstrup, 2001). In some African tribes, masturbation and other homosexual behaviours between young boys were even tolerated (Bidstrup, 2001). They saw these actions as innocent and nothing but child-play. In the ancient Greek and Roman civilization, same sex relationships were accepted. It was not unusual to see men kissing other men in public. This tolerance was somehow changed upon the intrusion of the English. They introduced the idea that same sex relationships and behaviours were immoral. Thus, some of these people repressed these behaviours until it became taboo even today. Homosexuality is different from sexual orientation. It is a specific type of the sexual orientation of an individual. Sexual orientation is the degree to which an individual is attracted to persons of the other sex and/or to the persons of the same sex (Smith, et al, 2003). Homosexuality, on the other hand, is the attraction of an individual to the same sex and heterosexuality is the attraction to the opposite sex. The origin of homosexuality has been debated for a long time now. There were psychologists and scientists who support the idea that sexual orientation is innate. On the other hand, some say that environmental factors play a great deal of importance in determining an individual’s sexual orientation and not innate ones. But which one is true? Let me first discuss the history of homosexuality in order to have a better understanding on it. Why is it sacred and ordinary in the past? Do these histories prove the existence of innate and environmental factors in influencing an individual’s sexual orientation? Homosexuality in Prehistoric Africa According to some early text during the Inquisition period, African tribes accepted homosexuality in their culture. Even one of these tribes, the Hausa people, had terms to describe homosexuals: ‘Yan dauda which describes a transvestite and ‘dan dauda which can be translated as homosexual ‘wife’ (Bidstrup, 2001). In this tribe, they engaged in male prostitution. These male prostitutes did not have ‘pimps’ but they engaged in prostitution if an opportunity arises. There were other tribes in Africa where boys engaging in homosexual activities were considered to be innocent. They considered themselves virgins at marriage despite having experience in homosexual activities. There were also tribes where they expect men to engage in sexual activities with other men like the Bantu-speaking people of Africa. Homosexuality among Native Americans There were a significant number of men wearing women clothes in Native American tribes. These men were called Two-Spirits because they embody the two sexes the male and the female. They were respected because Native Americans believed that these men were special gifts by the God. They believed that these men have insights regarding spiritual matters. They were considered to be prophets who were able to understand the realm of both man and woman (Bidstrup, 2001). Homosexuality in Ancient Greece and Rome It was known that the Roman Empire did not tolerate homosexuality in the society. But this belief is wrong. Like the ancient Greeks, Romans also accepted men having relationships with men. It was believed that the Roman Empire declined when the tolerance on homosexuality increased. On the contrary, when it was ruled by the Senate, it was discovered that Romans had a high tolerance on homosexuality (Bidstrup, 2001). In Ancient Greece, they believed that masculinity and feminity was not two separate essences. They believed that the sex of an individual was actually the combination of both masculinity and feminity. Therefore, homosexuality was not an issue for Greeks. They do not find men kissing other men in public an unusual scene. They accept men getting married with another man and having sexual intercourse with them. Thus, we can find a large number of literature and art regarding homosexuality in these civilizations. This brief history on the presence of homosexuality among individuals proves that homosexuality is not just a mere trend brought by contemporary ideals. It has been part of our society since the dawn of man. Also, these histories show that homosexuality may be in-born and may also be influenced due to environmental factors. Despite the primitive nature of prehistoric Africans, some men were able to find themselves attracted to other men. It is possible that innate factors played in this instinctive behaviour of being attracted to the same sex. Another illustration is apparent influence of environmental factors. The Greeks’ wide acceptance of man-to-man relationships and their beliefs on gender and sexuality influenced men’s sexual orientation. Innate Factors in Sexual Orientation Psychologists say that childhood gender nonconformity is a phenomenon that shows the innateness of sexual orientation. Childhood gender nonconformity is when an individual enjoys activities typical of the other sex and most of their friends are the other sex. It was also found that adults who experienced gender nonconformity report that they had not been masculine (for men) or feminine (for women) when they were children (Smith, et al, 2003). Another evidence is the presence of a gene present in homosexuals. It was observed that gay brothers often tend to share the same X-chromosome Xq28 (Deem, 2009). This finding suggests that this gene may affect male’s sexual orientation. Environmental Factors on Sexual Orientation One evidence of environmental factors acting as determinants of sexual orientation is the nurture aspect in child development. It is said that parents play a role in the gender identity and sexual orientation development of a child. But this theory is not strongly supported by scientific studies. Another evidence is the exotic-becomes-erotic theory of Daryll Bem of Cornell University. In this theory, he believes that sexual orientation is socially determined. Thus, environment plays a role in sexual orientation development. But we should also take into account that EBE theory addresses the innateness of sexual orientation. EBE theory suggests that genes and hormones cause differences in a child’s temperament. The difference would determine if the child will be engrossed in activities typical to his/her own sex or to the other sex. When the child spends more time with the opposite sex, they feel similar with the opposite sex and become alienated with the same sex. This exotic feeling then becomes an erotic feeling when the child grows. Although the evidence for environmental factors is weak, Bem’s EBE theory supports the existence of both factors. Homosexuality isn’t just inborn in an individual, environmental factors also play a role. It is the interplay of these two factors that differences in sexual orientation are possible. References Beem, R. (2009). Genetics and homosexuality: Are people born gay? The biological basis for sexual orientation. Godandscience. org. Retrieved March 30, 2009, from http://www. godandscience. org/evolution/genetics_of_homosexuality. html Beem’s essay focused on the innateness of sexual orientation. It discussed related brain and twin studies and other scientific studies that support the innateness of sexual orientation. Bidstrup, S. (2001). Saint Aelred the queer: The surprising history of homosexuality and homophobia. Bidstrup. com. Retrieved at March 30, 2009, from http://www. bidstrup.com/phobiahistory. htm Bidstrup discussed the history of homosexuality and homophobia in this essay. He talked about the ancient tribes and civilizations that tolerated homosexuality and why it has become oppressed in these groups. Smith, E. E. ; Nolen-Hoeksema, S. ; Fredrickson, B. and Loftus, G. R. (2003). Atkinson Hilgard’s Introduction to Psychology. (14th ed. ). Australia: Thomson Wadsworth. Smith’s textbook covers general psychology lectures like emotions, learning, and motivation. It provides specific and up-to-date examples and applications of terms, theories, and definitions.