Intellectual and Property Law Essay Example | Topics and Well Written Essays - 2500 words - 1

Intellectual and Property Law - Essay Example James and Jeremy find out about the conversation after they receive phone calls from all three manufacturers. They are furious that he has consulted external companies without their consent. Aim This paper aims to investigate the potential infringements of intellectual property that James and Jeremy owned and to provide possible remedies that are available to them and to provide a legal advice to them for the future course of action. Objectives In order to achieve the aim of this paper, the paper will has following objectives to achieve: 1. To study the intellectual property rights in United Kingdom 2. To study the possible infringements of intellectual property rights. 3. To investigate the remedies that the victims of intellectual property rights theft can avail. 4. To provide a legal analysis as to the case of James and Jeremy. 5. To develop a legal advice for James and Jeremy to follow in order to seek remedies from the United Kingdom Courts, if any. Intellectual Property Rights Laws in the United Kingdom The term intellectual property refers to the intangible creations of mind which are given physical form and contains or overtime develops financial value (Barney & Green, 2001). For instance, when a person visualizes a design and then creates it on paper or on computer program, creates an intellectual property. This intellectual property can be protected from copycats or thieves who can steal it and then reproduce it for commercial gains (Bimal & Kumar, 2012). The owner of an intellectual property has the right to protect it from any potential infringements and seek remedies for it in case infringement has occurred. However, not all intellectual properties can be directly protected. The Trade Related Intellectual Property Rights (TRIPS) recognizes several types of intellectual property rights. These are: Patents, Designs, Copyrights, Trademarks, Trade Secrets, Integrated Circuits, Plant Breeders Rights, etc (Gaff, Loren & Spinnery, 2012). Most of them have to be applied for their grant and rest of the intellectual property right do not require such seeking. Instead, they are automatically created. Patent is a right that is granted by the Government of a country for an invention. Design is a right that protects the aesthetic and visual appearance of a product. The design right acknowledges the right of its owner and provides an exclusive right to make, use, copy, import or export or assign the design for any purpose he may deem fit. Copyrights is a right that is created automatically. It is a right not to copy a work that has been created by an author and has been reserved its ownership with that author. Trade secrets comprises of confidential information, documents, secret formulas, or any private information that if leaked to any one can create substantial loss to its owners (Chapman, 1986). For instance, the Coca Cola recipe is protected as a trade secret and has not been leaked for over a century now (Breach of Confidence, 2006). In case any of its employees or management who are privy to that secret formula have revealed the actual formula or sold it to someone for commercial gains would have incurred an intellectual property rights infringement (Risch, 2012). In legal terminology it is known as breach of confidence. In English law, the breach of confidence is derived from the doctrine of equity. Thus, a person whose confidence in another

Works Cited Accomando Essay Example for Free

Works Cited Accomando Essay The antislavery campaign in the United States resulted in the emergence of the middle-class feminist movement. However, the latter did not include African-American women or white women of lower economic classes. The objectives of middle-class feminists were suffrage and social recognition for upper-class white women. Black women, on the other hand, first sought to be recognized as women. Already equal to African-American men socially within the slave community and in terms of the oppression they both suffered, African-American women challenged the institution of slavery and resisted sexual assaults of white men (Scott, n. pag. ). The lives of black female slaves proved to be harder than those of their male counterparts. Black female slaves were exploited for both their reproductive and productive capacities. Apart from performing strenuous manual labor and enduring abject living conditions, they were expected to replenish the slave population through pregnancy and childbirth. Furthermore, black female slaves experienced sexism and sexual abuse from their masters (Mankiller, 543). But the worst form of mistreatment that female African-American slaves received from their owners was probably the stereotype of the promiscuous black woman. In slavery-era America, white women were regarded as the models of self-control, self-respect, sexual purity and modesty. Black women, meanwhile, were often dismissed as innately licentious and desired sexual relations with white men. This misconception was used as a justification for the rape of female African-American slaves by their owners (Mankiller, 543). The labeling of black women as immoral has partial historical basis. Slaves were sold naked in order to show that they were healthy, capable of reproduction and docile (as seen through their whipping scars). Slaves likewise worked wearing scant clothing – black female slaves often worked with their dresses lifted up around their hips to prevent the hems from being stained with the water, dirt and mud in which they worked. In sharp contrast, whites, especially white women, were dressed in layers of clothing (Mankiller, 543). As a result, black women were initially excluded from the nineteenth-century women’s rights movement. Feminists during this era believed that black women should not be considered as women because they did not conform to the prevailing images of feminine virtue. Most black abolitionist women interpreted this philosophy as a means for feminists to have more time to pursue their cause. A feminist, after all, will no longer have the time to rail about gender inequality if she has to cook, clean her house or tend to her family’s farm – chores that are traditionally assigned to female African-American slaves (Dixon, 50). Sojourner Truth, an illiterate former slave, was one of those who insisted that black women have rights as well. An abolitionist and a champion of women’s rights in the nineteenth century, she opposed the nineteenth-century’s assumptions about womanhood. For Truth, women’s rights must apply to all women regardless of race. In her speech Aren’t I a Woman (1851), she used her body to further elaborate on these points. By detailing the difficult tasks that she performed unassisted as a slave, as well as the grief that she encountered when all of her 13 children were sold off to slavery, she argued that black women are also women. They are also oppressed like white women, but only on a worse level (Ritchie and Ronald, 144). Truth also challenged the traditional but overly-simplistic feminist analogies between marriage and slavery and between white wife and black slave. Truth argued that black and white women must use motherhood as a unifying factor in their struggle for gender equality. They will produce another generation of marginalized and exploited women if they allow race to prevent them from joining forces in order to attain their common goal (Accomando, 67). Black women are also women. The only reason they were not considered as such was because of the institution of slavery, which considered them as culturally stunted and morally loose. Thus, black women are entitled to the same rights that white women enjoy. Both of them suffered immensely in a patriarchal society. In fact, black women suffered more. Works Cited Accomando, Christina. â€Å"Demanding a Voice among the Pettifoggers: Sojourner Truth as Legal Actor. † MELUS 2003: 28. JSTOR. University of Arizona Library. 20 September 2008 http://www. jstor. org/stable/3595246. Dixon, Chris. Perfecting the Family: Antislavery Marriages in Nineteenth-Century America. Amherst: University of Massachusetts Press, 1997. Mankiller, Wilma Pearl. ed. The Reader’s Companion to US Women’s History. New York: Houghton Mifflin Books, 1999. Ritchie, Joy S. and Kate Ronald. Available Means: An Anthology of Women’s Rhetoric. Pittsburgh: University of Pittsburgh Press, 2001. Scott, Eryn. â€Å"Differences and Intersections between Feminism in Africa and Feminism in the United States. † 18 November 1997. Columbia University. 20 September 2008 http://www. columbia. edu/cu/sister/Differences. html.

Costa Coffee Marketing Plan for China

Costa Coffee Marketing Plan for China This paper aims at outlining the strategic marketing approach of Costa Coffee for entering a new market . Costa Coffee is the British part or retail sales of Whitbread Family. Whitbread is a British Multinational Company and it has franchises worldwide. Whitbread includes Hotels, Restaurants [Household names like TGI Friday], Health and Fitness plus Other Businesses. The contents of this paper include the marketing strategy of Costa Coffee and its expansion plans in China. Introduction The Story The history of Costa Coffee began in a mountain town outside the region of Parma, where there was the house of Costa family. In the late 60s, the Italian brothers Bruno and Sergio Costa, hungry for success, traveled to England, seeking an opportunity for professional advancement. By arriving there, they found how simple the English coffee market was. Motivated by their Italian background and Sergios skills in the roasting of coffee beans, they decided to return to Milan to enrich their knowledge and technique in Italian coffee shops. In 1971, upon their return to London, they bought a three-story building in Lambeth, where they set up their own coffee shop. In the beginning, the Costa brothers worked as producers and wholesalers and were supplying high-class restaurants and specialty stores. Soon, they built their reputation for their dedication to excellent quality of their product. However, in 1978 they had to find some employment for their wives in order not to interfere in their business. Therefore, they decided to create their first coffee boutique in Vauxhall Bridge Road, London, and assigned its management to their wives. This idea experienced tremendous success, and led the brothers to the expansion of Costa coffee boutiques and award their management to relatives and friends. Since the opening day of the first store to date, the same traditional method of slow roasting (18-22 minutes) of coffee beans is used, offering the delicious and fragrant blend Mocha Italia, from 6 Arabica beans and 1 Robusta. Listen Read phonetically Dictionary View detailed dictionary Today, Costa Coffee owns 500 shops worldwide. Costa Coffee believes in its employees skills therefore, it provides intensive employee training at the Cost Coffee Academy. VISION: Costa Coffee vision is to provide the best hospitality to its customers since its range of hospitality products range includes restaurants, hotels and leisure clubs. MISSION: To serve the best coffee in the true Italian style. BUSINESS PORTFOLIO: Costa Coffee has built an unrivaled reputation for coffee excellence, and this is achieved by fully controlling the process, from harvest and selection of coffee beans, from the roasting of the Italian maestros, the choice of engines and compliance with the procedures of manufacture of beverages, ensuring this way that customers can enjoy the same excellent quality coffee at any of Costa Coffee in the world. The drinks are served in 3 different sizes Primo, Medio and Massimo, and the customer can choose between the unique blend of Mocha Italia, or decaf, whole or skim milk and add an extra dose of espresso, flavored syrup, cream, candy or chocolate. There are 15 factors that are combined and help to create the perfect Costa coffee. In addition, in every store worldwide regular controls take place, which ensure consistency and maintenance of quality. Every Costa Coffee has a Barista Maestro (coffee expert) responsible for maintaining the excellence of the drinks served. COSTA COFFEE AND STARBUCKS: Starbucks is the largest competitor of Costa Coffee. Starbucks is the leader in the coffee shop market. Its international presence is in 50 countries. On the other hand, Costa Coffee, is the third biggest coffee specialist in the market with shops in 25 countries. Both companies have an excellent financial performance up to 2005 but in 2008 there was a decrease in revenue and operating profit as a result of the global economic recession. However, in 2009. Starbucks has an improving in cost structure and therefore its liquidity is better than Costa Coffee since it has managed to pay its short term debts. A key factor for both companies is globalization since most leading players in the foodservice market expand their operations in other countries. So the future success of Costa Coffee will be based on its operations outside the UK. The same applies for Starbucks. . THE CHOICE OF CHINA: China is one of the biggest economic forces in the world. Its domestic market is larger so there is a lot of potential for multinational businesses. Its average GDP growth rate is more than 10% despite the global economic crisis (10.9% last quarter 2009) (BBC China economy 2009). International financial analysts believe that the growth of the Chinese economy will continue. Regarding the coffee industry in China, it should be noticed that competition is quite intense but sales in cafes has grown by 8% to RMB36billion (over  £3,487million). It should also be noticed that in 2009 coffee shops chains had a growth of 22% (Euromonitor International August 2009,Cafà ©s/bars China). However, the Chinese market for many international companies is considered a tough market since it is difficult to understand local culture and customeCNY. Therefore, many companies pursue joint ventures and strategic alliances in order to do business in China. In 1998, Starbucks entered China and it has 180 coffee shops. In 2006, Costa Coffee entered China in a different way i.e. through a joint venture with Yueda Group which is based in Jiangsu Province. This was done because a local partner knows the market better so market penetration for the new entrant is easier. However, this also means that Costa Coffee is heavily dependent on Yueda. Costa Coffee has a strong Italian aura that aims at attracting the Chinese market. Affluent Chinese customers want to taste a coffee that is represented by a global brand name. So far, Starbucks has been quite successful in this area. The risk is that by being a partner with Yueda, the brand will be customized too much therefore, Costa will lose its competitive advantage which is the Italian aura. Starbucks has very aggressive expansion plan in China. The crucial point is if Costa Coffee will maintain its brand essence and will not be customized. In this case, Costa Coffee will be a strong competitor to Starbucks. Future trends Strategy The main issue for chained coffee shops is to create a unique experience that cannot be easily copied. The consumers want to enjoy their coffee in a nice environment. The coffee shop space should be comfortable with an ambiente that will be inviting so the consumers will return to the shop again. People will want to live the espresso experience at home so the sales of equipment and coffee will increase as well as the demand for better and higher quality of coffee and beverages in coffee shops. Corporate social responsibility is another issue that chained coffee shops should take care on. They have to prove that they implement ethical practices. Regarding marketing, researchers predict that chained coffee shops will use mobile apps and have social networking tools in the very near future. COSTA COFFEE Financial Data Turnover:  £263.8m (2008:  £216.3m) Operating profit before exceptional items:  £22.7m (2008:  £20.8m) Number of outlets: 881 in the UK, 407 overseas Total Revenue  £ (m) Strategy Our target for Premier Inn during 2009/10 is to deliver around 2,000 new rooms in the UK and overseas. We have a strong pipeline of secured sites and will continue to develop a land bank. Internationally, our first hotel opened in Dubai during 2008 and we will build on this position, intending to open a further two hotels in the Emirates plus one in India. We plan to open around 100 new Costa outlets in the UK in 2009/10. We will capitalise on our strong Costa brand by focusing on new locations, as well as areas where we can replace existing operators, such as in supermarkets, hospitals and leisure facilities. Costa will also continue to strengthen its position across international markets, adding 100 net new stores in the year ahead. MARKETING OBJECTIVES: Enter Greek market and develop a significant market share; Increase product portfolio by new high caliber products; Bring more value to shareholders; Be a leader in its field for customer service; Develop alliances with commercial partners and the communities in which Costa Coffee shops operate. TARGET MARKET Costa Coffee offers a wide range of products suitable for all consumeCNY. So far, coffee in China is consumed in big cities (Beijing, Shanghai, Guangzhou). Coffee producers have targeted young professionals since they are the most westernized, affluent and open-minded. However, they see it as something that is in fashion rather than a regular habit. Another target group for coffee consumption are returnees i.e. Chinese that studied in Western countries and come back to China. They are also affluent and they are accustomed to visiting coffee shops. Ex- pats are another target group. Chinas economic growth has attracted a lot of investments from foreign companies. Ex-pats are used to drink coffee and their number increases every year. It has been estimated that businessmen from Hong Kong and Taiwan as well as Westerners amount to 30% of customers at multinational chained coffee shops as Starbucks. The above customer base has been quite saturated so there is a need to increase customer base. However, coffee is considered a luxury good and the average Chinese cannot pay for a cup of coffee. The average Chinese annual income is RMB 8000 yuan whereas a small cup of Starbucks coffee costs RMS 12 yuan ($1.5 which is the same price as in USA). In the big cities the average annual income is higher however it is still difficult for someone to consume a cup of coffee. If coffee still goes on being considered as a luxury good, it will happen the same thing as in Japan i.e. it will take China more than 90 years to make coffee popular. Market Segmentation: Based on the above the following market segments were defined: Young / Mature professionals Returnees Ex-pats Students Middle Class Upper Middle Class Single Married Bus section and train/airplane passengers Marketing Strategy: Costa Coffee will follow Market Development strategy and the reason for choosing this strategy will be explained below: CURRENT NEW PRODUCTS PRODUCTS 1. Market Penetration Strategy 3. Product Development Strategy 2. Market Development Strategy 4. Diversification Strategy CURRENT MARKETS NEW MARKETS   Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Coffee is considered a luxury good. This misperception hinders businesses in identifying customer groups and implement marketing strategies. This misperception also hinders the majority of the population to get acquainted with coffee. The same happened in Japan, where coffee was also considered as a luxury beverage with unreasonably high prices. It has taken almost 90 years for Japan to get acquainted with coffee and still per capita coffee consumption is quite low. This makes things worse since Japan sets the trend for Taiwan and South Korea.   Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Ãƒ £Ã¢â€š ¬Ã¢â€š ¬In China coffee shops open every day in cities like Beijing and Shanghai. However, the average Chinese cannot afford a cup of coffee everyday. Multinational coffee companies have faced difficulties in developing the Chinese coffee market. Although they know how to penetrate mature markets but they see that they have difficulty in immature coffee markets. These companies need to understand better China and its people. Without understanding them all marketing campaigns will be in vain. A characteristic example is the marketing campaign of Nestle which was targeting at the young middle class Chinese although in reality this class does not exist or even if it existed they would not be heavy coffee drinkeCNY. Starbucks has increased awareness but it needs a different strategy for the Chinese market. Only KFC has been quiet successful. Starbucks success cannot be considered as sustainable since it was based on management, financial power and brand name whereas the Chinese market needs entrepreneurship to advance it and this is what Costa Coffee is planning to do. Coffee has been promoted by the Chinese government through festivals and fashion awards however these strengthened the misperception of coffee being a luxury good. Local coffee shops add too many side things such as food, spirits etc. Therefore, they dilute the idea of coffee. Coffee is a product that does not hurt health, stimulates the brain and it is addictive. Based on researches someone who has drunk coffee three times a week for two months in the row is addicted to coffee. Brain stimulation is important for personal wealth and intelligence. Coffee became popular because coffee shops were focused at making the customer accustomed with coffee. When people get accustomed then the market develops at an extremely fact pace. The coffee shop is important for this development and a coffee shop can be a seated place or coffee stands and carts. It is important to make people drink coffee and then offer them ground coffee. Many companies have found as an excuse the fact that tea is dominant in China and there is no place for coffee in a tea dominant country. However, there are no major tea companies that can compete international coffee giants nor is there a specific promotion to protect tea. On the contrary local society support the development of coffee houses and it is not negative to coffee. Costa Coffee will focus on making people drink more coffee. Its new coffee shops will be around areas where people gather such as Universities, stations and office buildings etc. This can be the best promotion since if one group of people becomes loyal to coffee then it will influence other consumer groups. Costa Coffee will focus specifically on these people and its promotions will be measurable and specific. Coffee has an unbeatable image in China and it is known to everyone. Costa Coffee will be based on the quick service restaurant (QSR) concept. QSR is based on the idea of offering cheap, clean and good food and its purpose is to sell to a wider range of population. Costa Coffee plans to adopt this concept. Coffee has a high profit margin but food is what attracts people to the coffee shop. Costa Coffee already offers more products than coffee; however it should plan to add more snacks that are better suited to local customers and a cheaper but good quality filter coffee for taking away. Many local Chinese coffee shops offer food however, they have not formulated a strategy so they cannot be considered as potential competitoCNY. So far in these shops the restaurant is separated form the coffee house something that it is not the case of Costa Coffee. In the next two years the aim is to introduce new product lines that will be offered at affordable prices for the average Chinese consume r. It should be noticed that this does not mean price cutting since this will hurt Costa Coffees brand name. The location of the new coffee shops is also an important part of Costa Coffee strategy. Up today, the coffee shops were opened at locations where population is dense and the income is high. As a result, the rental prices are quite high. Therefore, Costa Coffee is planning to open new shops at bus stations and other busy intersections where rents are lower and the traffic is big. The marketing strategy that will be followed to China is important since it influences neighboring states such as South Korea which is also a new coffee consuming country. If the model of highly expensive coffee will be followed then the consequences will be similar to Taiwan and Hong Kong where there is a negative trend in coffee growth. à £Ã¢â€š ¬Ã¢â€š ¬Ã‚     Ã‚  Ã‚  Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Ã‚  Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Ã‚   à £Ã¢â€š ¬Ã¢â€š ¬Ã‚     Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Ãƒ £Ã¢â€š ¬Ã¢â€š ¬ SWOT ANALYSIS: Strengths Weaknesses Established brand name worldwide Expensive prices for the average Chinese consumer Wide range of products Starbucks dominant position in the market Third ranked coffee shop chain in the world Coffee is considered a luxury good Know how of Yuda (local partner) Tea is the daily beverage of the average Chinese Opportunities Threats Big market potential a lot of Chinese Consumers that do not drink coffee Stagnant coffee growth due to high prices Unbeatable image of coffee Possible marketing enforcement of tea companies No competitors are located at bus intersections PESTEL ANALYSIS: Political China has a stable political environment that welcomes foreign direct investments. Economic The Chinese economic growth is impressive (10% per annum). Social Although the income of the average Chinese consumer is low, there is a growing middle class -190 million urban households, or 29%. According to McKinsey, middle class is expected to expand to 75% (372 million), by 2025 (DAltorio 2011). Technological New coffee machines are produced so making coffee at home is easier. Environmental There is a trend in producing organic coffee. Legal There are no legal issues involved. MARKET POSITIONING: The positioning strategy of Costa Coffee will be in line with its international strategy i.e. THE ITALIAN COFFEE MASTERS. The competitive advantage of Costa Coffee is the quality of their coffee. The image of the company is that is has a UNIQUE coffee. Another positioning of Costa Coffee is that this excellent coffee quality can be offered with affordable prices (launch of the new take away filter coffee). THE ITALIAN COFFEE MASTERS This is the tag line that will communicate the Italian aura of Costa Coffee to the mass audience. Since Chinese consumers perceive well the Italian atmosphere it is expected that it will attract more people to Costa Coffee. MARKETING MIX: Product: Brand Name: Costa Coffee is a well established brand that signifies luxury, perfection and excellence. Chinese consumers prefer established brand names. Image/Theme: Luxury Costa Coffee is related to luxury. The coffee shops ambiance is trendy and comfortable. Customers will have a nice time in a flashy environment. However, this luxury image should be cleverly related with the new, affordable, take away filter coffee. The message that will be transmitted is luxury can be affordable and can be taken with you. Color Scheme Costa Coffees shops are in warm tones having brown as the main color. Other colors that are used are green, black and white. The purpose of this color selection is the creation of a comfortable and trendy atmosphere. Service: Apart from coffee, Costa has a reputation of excellent service. Hiring and retaining talented employees and train them accordingly is a strategic goal of the company. Product variety: ESPRESSO A short, strong and black coffee, with no milk. ESPRESSO DOPPIO A double espresso shot. For those who like it strong. RISTRETTO An extra short coffee, even shorter than an espresso, with an even stronger flavour. MACCHIATO Espresso topped with just a dash of milk. Yum. AMERICANO Coffee, mixing shots of espresso with hot water. Add milk if you like. FLAT WHITE A rich, full-flavoured coffee with a velvety, smooth texture. Each Flat White is hand-finished with a distinctive pattern. CAPPUCCINO Coffee combining espresso with steamed, frothy milk. Chocolate on top if you have a sweet tooth. CAFFE LATTE Coffee made with steamed milk. Not as strong as a cappuccino, but just as good. MOCHA Espresso with hot chocolate, topped with steamed, frothed milk. (Source: Costa Coffee 2010) Costa Coffee products variety includes iced tea and coffees as well as cakes, pastries, Panini and sandwiches. Prices: Costa Coffee prices are generally higher than other coffee shops. High prices are related to the outstanding quality and taste of Costa Coffee. Therefore, the traditional customer groups of Costa Coffee are high and middle classes. Costa Coffee believes that a reduction in its prices will harm its brand name. However, it wants to increase its Chinese customer base so it will offer a filter coffee for takeaway at affordable prices. Chinese middle class growth rate is significant, it will reach 372 million by 2025, it is a social class that cannot be neglected. Therefore, Costa Coffee is planning in the next three years to offer its products at affordable prices for the Chinese middle class without harming its brand name. Locale / Setting: The next Costa Coffee shops will be at busy intersections e.g. bus, train stations and at areas where office buildings and Universities are located. It will focus again on the big cities like Shanghai and Beijing. The aim for the next three year is to have 30 new coffee shops at both cities. Promotion: Costa Coffee will not do a lot of advertising since its brand name is recognized. However, there will be special sales promotions at its new shops for the new filter coffee that can be taken away. Costa Coffee is based on word of mouth advertising since reputation is very important. MARKET DEMAND It is important to measure the market before launching new products and shops. It is also important to measure the market after the launch of the new products / shops so as to see their effects and gain a larger market share. Growth Share Matrix There are two factors that are important for the expansion to new markets and these are : market attractiveness and the Business Strength. Market Attractiveness Business Strength Factors Rate Factors Rate Overall Market Size 70% increase (2004-2012) Market Share 5.0 Annual Market Growth Rate 7.8 Product Quality 5 Competitive Intensity 4 Brand Reputation 4.5 Technological Requirements 2.5 Distribution Channel 3.5 Inflationary Vulnerability 4.9 Promotional Effectiveness 4.5 Productive Efficiency 4 Managerial Personnel 3.5 Market Attractiveness As it is seen above, the attractiveness of the Chinese market is very high. The annual growth rate of the coffee market is high. There are no significant technological requirements since Costa Coffee already possesses advanced technology. Inflation is quite high and it seems that it will increase in the near future, however the targeted market groups remain unaffected (growing Chinese middle class). Partnership with Yuda will protect Costa Coffee from any possible dangers. Therefore, the Chinese market is very attractive and suitable for coffee shops expansion. Business Strength Costa Coffee is part of the well-known Whitbread Family. The quality of Costa Coffee is unquestionable. Costa Coffee owns more than 500 stores worldwide. Its outlets are in Europe, UK, Middle East, India, Pakistan and China. In order to maintain its excellent reputation, Costa Coffee will continue its policy of recruiting, training and retaining the best available employees in China. Business Strength High Medium Low High Medium Low Costa Coffees Business Strength is high and the overall position is ideal for further expansion into the Chinese market. Projected Sales in CHINA Costa Coffee projected sales are expected to rise to almost 97% in 2012 and this is due to the launch of the new takeaway filter coffee and the new shops at the busy intersections. This rate is expected to slow down (87%) in 2013 and this is because the one time visitors are expected to cease to visit the coffee shops and the existing customer base is expected to remain. An extensive marketing promotion through emails, customer clubs, social media etc. is expected to increase market share. The above numbers are very impressive and expansion seems ideals. Sales forecasts per customer groups are also very promising.: Market 2012 2013 2014 Total Students Youngsters CNY. 20,000,000 CNY. 23,00,000 CNY.6,300,000 CNY 49,300,000 Ex pats and returnees CNY 7,555,000 CNY 7,000,000 CNY. 12,800,000 CNY. 27,355,000 Families CNY. 9,700,000 CNY. 9,850,000 CNY. 17,200,000 CNY. 36,750,000 Professionals CNY. 17,750,000 CNY. 32,750,000 CNY. 92,000,000 CNY. 142,500,000 Totals CNY. 55,005,000 CNY. 72,600,000 CNY. 128,300,000 CNY. 255,905,000 According to the above table it can be seen that professionals is a group that has a lot of potential. This is because the Chinese middle class is rising and the coffee culture is mounting too. Another reason for the increase in sales in professionals is due to the location of the new coffee shops. There will be located in busy intersections where there are many office buildings. Newspapers and other electronic media have approached Costa Coffee and various interviews and programs have been made which boost Costa Coffees reputation even more. BUDGET FORECASTS: The forecasted budget for the upcoming three years is as follows; TYPE 2012 2013 2014 Total Accommodation CNY. 2,000,000 CNY. 5,000,000 CNY. 7,000,000 Training CNY. 1,500,000 CNY. 500,000 CNY. 4,000,000 CNY. 6,000,000 Transportation CNY. 250,000 CNY. 350,000 CNY. 1,000,000 CNY. 1,600,000 Fixtures CNY. 2,000,000 CNY. 7,000,000 CNY. 9,000,000 Total CNY. 5,750,000 CNY. 850,000 CNY. 17,000,000 CNY. 23,600,000 Future promotion and expansion plans: Costa Coffee will be launching more coffee shops in the major cities of China (Beijing and Shangkai) but the plans are to expand all over China after having created a considerable market share in the above cities. The expansion has been planned for the next year that is 2012. In the next two years the next cities where new coffee shops will be located will include Guangzhou and Shenzhen. Costa Coffee is not in favor of extravagant launching campaigns. It supports the use of electronic and social media as well as corporate social responsibility programmes and actions. It also believes in the right location of its shops. So, the marketing activity will be low except the posters that will be in the shops, as sales promotion, advertising the new takeaway filter coffee. ANALYSIS: Costa Coffee has a lot of potential for further intensifying its expansion efforts in China. It already possesses a significant market share in the Chinese market. The reason behind it is the unbeatable image of Costa Coffee and the advertisement (word of mouth) done by people who have visited its outlets. Sales are expected to rise in the following years and they are expected to rise even more in the forthcoming years since Costa Coffee is focusing on the rising Chinese middle class. Students and youngsters in general set the new trends so their influence in increasing coffee consumption and visiting coffee shops is of outmost importance. By further using social media, Costa Coffee is expected to increase its market share in this group. Professionals always seek quiet place to do their official or unofficial meetings. Costa Coffee is an ideal place to do these meetings. Apart from that, Costa Coffees activation in social media will certainly increase its future revenue. In conclusion, it can be said that Costa Coffee has so far implemented an excellent marketing strategy and the new campaign that it will launch for the takeaway filter coffee as well as the location of its new shops will help it increase its sales and gain sustainable competitive advantage. RECOMMENDATIONS: Sales numbers are very promising however the local partner should follow all the below the line activities mentioned. Costa Coffee should continue with low promotional strategies. Apart from posters inside the outlets, Costa Coffee should consider the use of bill boards at the busy intersections.

Movie Analysis Of Monsters

Movie Analysis Of Monsters Monsters (2010) is a modern-day fictional monster film which, as with many films in the horror/monster genre, acts as a social commentary, touching upon contemporary geopolitical issues and public anxieties (Carroll, 1981). Bordwell and Thompson (2003) describes a horror film as being recognizable by its intended emotional effect on the audience, and this film successfully does this, although more subtly than other films in the genre. The diegesis of the film, based in Mexico, is a world in which the monsters of the title are huge squid-like aliens which, for the past 6 years, have inhabited a large area of Mexico which has now been quarantined as an infected zone, with a huge wall being constructed on the Mexico-USA border to keep the aliens out. The film follows a photographer (Kaulder) and his bosses daughter (Sam) as he reluctantly attempts to escort her safely back to her father in the USA after a rogue alien attack left her injured; and the romance that blossoms between the two throughout their ordeal. I will show how this film uses these aliens with dramatic, symbolic effect to also act as an allegorical narrative for current societal issues; offering a semiotic analysis of these underlying themes and signifiers within the film. The direct analysis will be of the aliens themselves, yet the interaction and reaction of humans with the aliens also carries other meanings, and will be considered. Prior to the opening credits of the film a brief textual narrative explains that alien life was introduced to earth as a result of a failed NASA mission, resulting in the area being quarantined as an infected zone, with the military still struggling to contain these creatures. The treatment of these creatures is allegorical to that of illegal immigrants and refugees which are effectively quarantined by western governments, showing how these aliens can be considered a signifying symbol of a societal concern about immigration. This bears resemblance to allegories used in the 2009 film District 9, another example of a film where aliens are quarantined, however in this instance, the representative discourse is that of apartheid in South Africa. In the opening sequence of the film (post-credits) a series of following shots introduces Kaulder, the cynical male protagonist of the film. The scene is set as he examines a collapsed building in a warzone and attempts to gather information from the rescue workers at the scene. Do you know where they take the injured? asks Kaulder, but has difficulty explaining his situation due to the language barrier. This image of the warzone is elaborated throughout the film, with the mis-en-scene including tanks, weapons and general destruction. This representation is a metonymic sign, an iconic resemblance alluding to areas of real present civilian conflict zones such as those in Afghanistan and Iraq, portraying the destruction of the lives of the people who live there and the difficulties faced by those who have loved ones entangled in conflict, either as a military or civilian presence. Although we are aware that this destruction was in fact caused by conflict between military and the aliens , the way the scene has been composed and edited shows clear visual similarities to images portrayed in the media of destruction in contemporary warzones (these can be seen in figures 1 and 2, particularly note similarities of colour and content) Fig 1: An over the shoulder shot of a rescue worker with the rubble from a destroyed building and a military tank in the background taken from the opening sequence of the film Monsters (2010) which helps build the mis-en-scene. (Monsters, 2010) Fig 2: A similar image of a destroyed building, to that in Fig 1. Photograph taken from a real life conflict zone in Helmand province, Afghanistan (2009) shows a US Marine patrolling this site of destruction. (Getty images, 2009) Later on in the film we are shown a series of close-up shots of Sam and Kaulder in the back of a taxi, juxtaposed with point of view shots showing their views of further destruction and military occupation in what seems to be a primarily civilian area. Whilst Kaulder is keen to document this by taking photos, Sam seems disturbed by what she sees, asking the taxi driver Do you feel safe living here? his response being Where would we go? My work, my family is all here. This symbolises the real life hardship that civilians in conflict zones have to face; they have no resources to migrate from the area, and even if they could, they abandon their homes, families and livelihoods. Fig 3. A cut in shot used to emphasise the graffiti in the background which, translated into English, reads STOP THE ATTACKS, a cry from the civilian population to the US dominated military that are destroying their cities and killing their children in attempts to destroy the aliens. (Monsters, 2010) In a later sequence, a series of cutaway shots depict thousands of candles lit in memorial to the numerous dead in a city near the quarantined infected zone which experiences huge losses due to the conflict. Cut in shots are then used to focus on graffiti on the walls of surrounding buildings. One of these (fig 3) reads Detener los ataques 500 dead which translates to stop the attacks; another proclaims Que son los monstruos no bombing! which asks who are the monsters? This is a key, symbolic scene in the movie as it implies that in fact the civilian population feel the root of the problem is not the aliens but the heavy handed US military opposition dropping bombs and gas in an attempt to eliminate the aliens which are not particularly aggressive until provoked. Signified meanings of the graffiti messages are referents of the way in which western militaries act when entering civilian zones, such as the recent US occupation in Afghanistan and Iraq. Here, the US military conduct routine violence in the name of the war on terror, yet they bomb and destroy the lives of innocent people in these civilian areas in the process. This idea is emphasized in the final shot of this sequence where a passing US military helicopter blows out candles at the candlelit vigil, alluding to the civilian lives blown out by the same military. Kaulder and Sam continue their journey through the infected zone towards the safety of the US eventually reaching the huge wall constructed on the border between the USA and Mexico to keep the aliens out (Fig 4). Fig 5: A photo of a section of the existing USA-Mexico border barrier which is under construction by the US government in response to illegal immigration from the south. It construction has been met with much criticism from both sides of the border (Ignelzi, 2007) Fig 4: A shot from the film Monsters (2010) of the huge wall which has been constructed by the US government on the border between the USA and Mexico to prevent alien invasion from the south. Although on a far larger scale, this bears some resemblance to the barrier which currently exists, constructed to combat illegal immigration (Fig 5). Its different looking at America from the outside Kaulder. (Monsters, 2010) Although the wall bears resemblance to the existing barrier constructed on the USA-Mexico border, a deeper interpretation is that the wall is a more abstract metaphor for the barrier that governments construct via the media to hide the truths about their militaries involvement in armed conflicts. The public are constantly shown images of heroism by US troops, and death and destruction caused by the opposition, yet images depicting the death and destruction inflicted on the civilian populations by US military action are rarely publicised. In the film, American citizens are physically divided from the carnage occurring on the other side of the wall, unaware of the destruction being caused by their own military presence and the opposition those who live in the conflict zone have to the US military presence. Kaulder supports this idea when he says, whilst looking at the wall when you get home its so easy to forget all this, I mean tomorrow well be back to our separate lives, in our, like , perfect suburban homes, describing how protected and separated those in the USA are to what is happening in the conflict zone. This narrative symbolises the current ignorance of unnecessary civilian deaths in Afghanistan caused by US military actions. This discourse contradicts the view presented by conventional war films which will typically glorify US interventions and present the production and reproduction of discourses of American national identity (Carter, McCormack. 2006) as it is a monster film so has a totally different agenda. Eventually, Sam and Kaulder make it through the border back to the USA in a town which has now been unexplainably evacuated, but are picked up by a US military convoy. Here I have examined geopolitical issues, using semiotic analysis, expressed as symbols and features in the film Monsters, and how these have been visually constructed and represented. In this film, the monsters could be metaphors for the fear of immigration, and the way these people are treated by those in the developed world and terrorism, looking at the lives of civilians living in conflict zones whose day to life is disrupted by warfare and military occupation caused by terrorism. It also questions, who are the terrorists? These anxieties are two key referents, visualised by the aliens. Throughout I have considered the conventional use of the aliens as symbols of these fears, a typical discourse used in films of the monster genre. I have looked at visual similarities between examples used in the film and reality, presenting images from the film and secondary sources where useful, particularly looking at how those people living in and around the infected area resemble those livin g in areas currently occupied by a military presence. Word count: 1641

Analysis of the Movie Do the Right Thing by Spike Lee :: Do the Right Thing Spike Lee Racism Essays

Analysis of the Movie Do the Right Thing by Spike Lee The movie, Do the Right Thing, by Spike Lee is a hard hitting drama that deals with violence and racism in today's society. This film is set in a primarily black neighborhood in close to the present time. Right in the center of this neighborhood stands a pizza parlor that is owned and operated by one of the most important characters in the movie, Sal. In the beginning of the movie, Sal is shown arriving to work with his two sons Pino and Vito. This gives an appeal to Sal as a family man. Right from the start Sal is portrayed as a hard working, kind, and devoted individual. Just the fact that he owns his own business in these rough and tough times shows that he is a smart, efficient, and dedicated man. Later in the movie we learn that Sal did in fact build his pizzeria by himself from the ground up, brick by brick, board by board which was no little task indeed. The fact that Sal gets to share his creation and hard work with his sons makes it all the more special to him. After Sal has finished his pre-opening preparations Sal's Pizzeria is open for the day. Shortly after this, the main character of the movie, Mookie, comes strolling into the restaurant. Mookie works as the delivery man for Sal in this movie. Mookie literally delivers pizza, yes, but he also acts as a mediator between the two races. Sal relies on Mookie not only to get the pizzas delivered, but to also keep his fellow black folks happy with Sal so they will come and patronize his restaurant. I think that this shows a very interesting side of Sal. It for the most part pawns him off as a racist. On the one hand he can put on a happy face and greet all the black people as they shell their hard earned money out to him for his pizza, while on the other hand he turns into a bigot, hating most black people and talking behind their back while they are not around. Now I say most black people because Sal seems to have this father-son bond going on between him and Mookie where Sal is the white father and Mookie the black son who in the end finally rebels like all siblings do at some time in their life. Also Sal seems to have some kind of affection or love for Mookie's sister, Jade. When she enters the pizza parlor Sal insists, if not begs to

The Cold War Essay example -- History, Global Power

The second World War brought untold suffering to million across the globe, but it also launched the United States into the position of a superpower for the next 50 years. With the utter destruction of nations across Europe, Africa, and Asia, both winners and losers, America easily assumed a dominant position in the coming international system and captured the ability to reconstruct the world using its high democratic ideals. The United States was the most powerful nation in the world. It is said that absolute power corrupts absolutely, and with postwar America it was no different. Given the unilateral power to spread its ideals of self-determination, liberty, equality, and individualism; America instead effectively subverted these principles not only around the world, but domestically as well. The unlimited global power and Cold War paranoia of the postwar years to the assassination of John F. Kennedy proved a fatal mixture to American ideals. As World War II came to a close, the Uni ted States gained the world as the most powerful country on earth; But to maintain this power it sadly reverted to the imperalism abraod and the Red Scare at home; its reversion made her loose her soul. These hypocritical actions and policies shaped a new world not set by democratic and liberal ideals of FDR’s â€Å"Four Points,† but by the power motivated creeds of repression, greed, and violence. In the race to fill the power vacuum created by World War II, the United States abandoned its civic nationalist tradition to compete with the Soviet Union and ensure its economic and political dominance around the globe. If the 18 years after the war saw unprecedented levels of U.S. power and growth around the world, it also witnessed the deterioration of the cou... ...or the rights of humankind as it claimed, but to dominant the globe in all aspects and destroy all competition. The story of the United States after World War II is one of triumph and tragedy. After almost two centuries of proclaiming liberty and freedom, the country finally had the power to pursue those ideals across the globe. Unfortunately, as the U.S. gained more power it also lost its soul, relying on policies of self interest to expand and maintain its new dominance instead of harnessing its authority to improve the world. These policies accomplished the opposite of the traditional American ideals of self-determination and liberty, instead creating an atmosphere of fear at home and a system of imperialism abroad. It is only by accepting this failure can one stop the United States’ continued policy of self interest and try to regain its great soul of freedom.

John Proctor

John Proctor BY charited7575 The famous philosopher Aristotle defines a tragic hero as â€Å"The change in the hero's fortunes be not from misery to happiness, but on the contrary, from happiness to misery, and the cause of it must not lie in any depravity but in some great error on his part. † Arthur Miller constructs The Crucible to be a never ending tragic spiral leading to many peoples death which creates several by- products of destruction to everyone in the town of Salem. John Proctor can be labeled as one of the protagonist n the play as the story is partly centered on him.He makes a clearly a suitable character for the tragic hero because he has an integrity stabbing flaw, he has to choose between his fate and his reputation, and as far as morals go, he is definitively better than the other characters in the play although there are many defects in his character. John Proctor is a prime representation ofa tragic hero. The quality of possessing and steadfastly adhering t o high moral principles or professional standards is the definition of integrity and the definition of John Proctor.Proctor is very highly respected in the town of Salem due to his high principles shown. Unfortunately, as the tragic hero, he has done something that has severely damaged his high integrity. Proctor cheated on Elizabeth with Abigail. In a town as religiously influenced as Salem, this hurts Proctor's reputation because committing adultery is against one of the Ten Commandments. Ironically, when asked to recite the Ten Commandments by Reverend Hale, he forgets about the commandment stating, mfou shall not commit adultery.John admits to having an affair with Abigail Williams in the court hearing in hope to prove her accusations false. When they call his wife out, Elizabeth, she is unaware that he has confessed as Danforth states, â€Å"Answer my question! Is your husband a leacher! † Elizabeth then faintly says â€Å"No, sir. † Doing so, she has doomed them both. Having an affair with Abigail Williams ultimately leads to John Proctor's demise, thus proving him as the tragic hero. The great Athenian philosopher Socrates is very similar to John Proctor.Socrates was accused of corrupting the minds of the youth, which he did not necessarily do. Even when he was put on trial and faced with death, he kept his pride and stuck with the truth. He was then executed by drinking poison. John Proctor was accused of being a witch, which he was not. He also never lied to himself and stayed with what he knew was true. John Proctor is faced with the decision to either die and forever keep his integrity, reputation, and name, or live and forever lose all of them. Proctor eventually hooses to die as Hale states, â€Å"Man, you will hang!You cannot! † Proctor proceeds to say, â€Å"l can. And there's your first marvel, that I can. You have made your magic now, for now I do think I see some shred of goodness in John Proctor. † His decision ma kes him a tragic hero because it was the honorable thing to do although it came to his death and his character flaw indirectly caused his death. Although part of being a tragic hero is having flaws, another part of it is being superior in some aspect of your character compared to the other characters. John Proctor's morals are superior to the other characters.He never believes in anyone has been practicing witchcraft after the most of Salem is convinced. He also stood up to Parris in Act One as he says, † the last meeting I were at you spoke so long on deeds and mortgages I thought i were an auction. † Throughout the play Abigail tries to seduce John but he proves time and time again that he has learned from the mistake he made. Proctor also has the pride to keep his reputation which leads to his perish which almost all of the ther characters wouldn't do.The crux of the matter is John Proctor is a true tragic hero which is proved throughout the play. He kept true to hims elf even in the face of death, he learned from his mistakes, and he has an immense amount of integrity that almost all of the characters fail to have within them. John is not perfect and the part of him that is imperfect ends up being the cause of his tragic death. Although the hero side of him shines throughout the story, the tragic side of him is always glaring behind him. John Proctor John Proctor BY charited7575 The famous philosopher Aristotle defines a tragic hero as â€Å"The change in the hero's fortunes be not from misery to happiness, but on the contrary, from happiness to misery, and the cause of it must not lie in any depravity but in some great error on his part. † Arthur Miller constructs The Crucible to be a never ending tragic spiral leading to many peoples death which creates several by- products of destruction to everyone in the town of Salem. John Proctor can be labeled as one of the protagonist n the play as the story is partly centered on him.He makes a clearly a suitable character for the tragic hero because he has an integrity stabbing flaw, he has to choose between his fate and his reputation, and as far as morals go, he is definitively better than the other characters in the play although there are many defects in his character. John Proctor is a prime representation ofa tragic hero. The quality of possessing and steadfastly adhering t o high moral principles or professional standards is the definition of integrity and the definition of John Proctor.Proctor is very highly respected in the town of Salem due to his high principles shown. Unfortunately, as the tragic hero, he has done something that has severely damaged his high integrity. Proctor cheated on Elizabeth with Abigail. In a town as religiously influenced as Salem, this hurts Proctor's reputation because committing adultery is against one of the Ten Commandments. Ironically, when asked to recite the Ten Commandments by Reverend Hale, he forgets about the commandment stating, mfou shall not commit adultery.John admits to having an affair with Abigail Williams in the court hearing in hope to prove her accusations false. When they call his wife out, Elizabeth, she is unaware that he has confessed as Danforth states, â€Å"Answer my question! Is your husband a leacher! † Elizabeth then faintly says â€Å"No, sir. † Doing so, she has doomed them both. Having an affair with Abigail Williams ultimately leads to John Proctor's demise, thus proving him as the tragic hero. The great Athenian philosopher Socrates is very similar to John Proctor.Socrates was accused of corrupting the minds of the youth, which he did not necessarily do. Even when he was put on trial and faced with death, he kept his pride and stuck with the truth. He was then executed by drinking poison. John Proctor was accused of being a witch, which he was not. He also never lied to himself and stayed with what he knew was true. John Proctor is faced with the decision to either die and forever keep his integrity, reputation, and name, or live and forever lose all of them. Proctor eventually hooses to die as Hale states, â€Å"Man, you will hang!You cannot! † Proctor proceeds to say, â€Å"l can. And there's your first marvel, that I can. You have made your magic now, for now I do think I see some shred of goodness in John Proctor. † His decision ma kes him a tragic hero because it was the honorable thing to do although it came to his death and his character flaw indirectly caused his death. Although part of being a tragic hero is having flaws, another part of it is being superior in some aspect of your character compared to the other characters. John Proctor's morals are superior to the other characters.He never believes in anyone has been practicing witchcraft after the most of Salem is convinced. He also stood up to Parris in Act One as he says, † the last meeting I were at you spoke so long on deeds and mortgages I thought i were an auction. † Throughout the play Abigail tries to seduce John but he proves time and time again that he has learned from the mistake he made. Proctor also has the pride to keep his reputation which leads to his perish which almost all of the ther characters wouldn't do.The crux of the matter is John Proctor is a true tragic hero which is proved throughout the play. He kept true to hims elf even in the face of death, he learned from his mistakes, and he has an immense amount of integrity that almost all of the characters fail to have within them. John is not perfect and the part of him that is imperfect ends up being the cause of his tragic death. Although the hero side of him shines throughout the story, the tragic side of him is always glaring behind him. John Proctor John Proctor’s Development The Crucible, first published in 1953, is about the dramatization of the Salem witch trials that takes place in Massachusetts in 1692. In The Crucible, John Proctor is the most significant person that has most effect on the ending. Every decision he makes alter the outcome of the witch trial in Salem. In the beginning, he seems reluctant to confess the truth, but in the end, he finally comes upfront and admits what he has done due to his desire of saving others.John can be compared to a crucible because he is like a vessel that when heated to extremely high temperatures, melts down and purifies owing to the fact that he has changed tremendously throughout the book. John Proctor seems to be self-centered and inconsiderate, but because of his guilt for causing all the persecutions, he becomes ingenuous and forthright. At the outset of the book, it is revealed that John Proctor, a man in his middle thirties, once had an affair with Abigail Williams, a g irl age of seventeen, when Abigail says that, â€Å"I know how you clutched my back behind your house and sweated like a stallion whenever I come near!Or did I dream that? It’s she put me out, you cannot pretend it were you. I saw your face when she put me out, and you loved me then and you do now† (22). They not only had feelings for one another for a while but, they did more than that. According to the ten laws in Salem, one of the laws states that thou shall not commit adultery. Once Proctor realizes his immoral doings, he immediately stops his relationship with Abigail and refuses her every time she tries to get close to him. An example that clearly exemplifies this is when they are in Parris’s house, talking about what happened in the woods concerning last night.When Abigail and John are left alone inside the room, John says, â€Å"Abby, I may think of you softly from time to time. But I will cut off my hand before I’ll ever reach for you again. Wip e it out of mind. We never touched, Abby† (23). This shows that Proctor has changed since at first he had an affair with Abigail but when she wants to prolong it, he stands up firmly and rejects her. As people are being arrested as a result of Abigail’s accusations, John knows that it is all a pretense.Nonetheless, he doesn’t have any eagerness to help the others that are affected due to his actions. An event that proves this is when Elizabeth encourages him to help the others. She says, â€Å"God forbid you keep that from the court, John. I think they must be told†¦You cannot keep it John† and he replies by saying, â€Å"I know I cannot keep it. I say I will think on it† (53). However, on the night his dear wife Elizabeth is arrested, he promises her that he will do anything in his power to free her and show everyone that Abigail is unscrupulous.He acknowledges that the only way to make others believe that Abigail is telling lies is to tell th em about their affair. In the end, he goes to Judge Hathorne ad Deputy Governor Danforth and admits by saying, â€Å"In the proper place—where my beasts are bedded. On the last night of my joy, some eight months past. She used to serve me in my house, sir†¦She thinks to dance with me on my wife’s grave! And well she might, for I thought of her softly. God help me, I lusted, and there is promise in such sweat. But it is a whore’s vengeance, you must see it; I set myself entirely in your hands† (110).This demonstrates his want to come clean and confess what he had done wrong in the past in order to save his wife and those around him. After John tells the truth, Abigail denies it and acts as if she is a poor girl who is being treated unjustly by others even though she is doing a good deed. When Elizabeth is called forth to tell the real story, she lies in order to protect her husband’s name but, has no knowledge that he himself has confessed. As a result, the judges believe Abigail’s story and sends Proctor to jail.While he’s in jail, people, such as Hale, persuades him to confess even though they know that he will have to lie but, they think that if he confesses, at least he will not be hanged. Proctor wants to live, so he confesses. Danforth then gives him a paper to sign and after John signs it, Danforth demands that he must also go tell the truth to the public as well. However, Proctor says, â€Å"You are the high court, your word is good enough! Tell them I confessed myself; say Proctor broke his knees and wept like a woman; say what you will, but my name cannot—† (143).He doesn’t want to live without his name and tears the paper. As a result, he isn’t freed and is condemned to hang. This reveals at first, he wants to live so he lies, but when the judges want him to confess to the public, he rejects. Even though what he did cost him his life, he is able to have his goodness. Jo hn Proctor’s development has shown that he has truly become a good person and admits to all his actions. Throughout the book, he faces many obstacles which put him in a situation where he has no choice but to tell the truth. These obstacles allow him to make the right decisions and finally change. John Proctor John Proctor BY charited7575 The famous philosopher Aristotle defines a tragic hero as â€Å"The change in the hero's fortunes be not from misery to happiness, but on the contrary, from happiness to misery, and the cause of it must not lie in any depravity but in some great error on his part. † Arthur Miller constructs The Crucible to be a never ending tragic spiral leading to many peoples death which creates several by- products of destruction to everyone in the town of Salem. John Proctor can be labeled as one of the protagonist n the play as the story is partly centered on him.He makes a clearly a suitable character for the tragic hero because he has an integrity stabbing flaw, he has to choose between his fate and his reputation, and as far as morals go, he is definitively better than the other characters in the play although there are many defects in his character. John Proctor is a prime representation ofa tragic hero. The quality of possessing and steadfastly adhering t o high moral principles or professional standards is the definition of integrity and the definition of John Proctor.Proctor is very highly respected in the town of Salem due to his high principles shown. Unfortunately, as the tragic hero, he has done something that has severely damaged his high integrity. Proctor cheated on Elizabeth with Abigail. In a town as religiously influenced as Salem, this hurts Proctor's reputation because committing adultery is against one of the Ten Commandments. Ironically, when asked to recite the Ten Commandments by Reverend Hale, he forgets about the commandment stating, mfou shall not commit adultery.John admits to having an affair with Abigail Williams in the court hearing in hope to prove her accusations false. When they call his wife out, Elizabeth, she is unaware that he has confessed as Danforth states, â€Å"Answer my question! Is your husband a leacher! † Elizabeth then faintly says â€Å"No, sir. † Doing so, she has doomed them both. Having an affair with Abigail Williams ultimately leads to John Proctor's demise, thus proving him as the tragic hero. The great Athenian philosopher Socrates is very similar to John Proctor.Socrates was accused of corrupting the minds of the youth, which he did not necessarily do. Even when he was put on trial and faced with death, he kept his pride and stuck with the truth. He was then executed by drinking poison. John Proctor was accused of being a witch, which he was not. He also never lied to himself and stayed with what he knew was true. John Proctor is faced with the decision to either die and forever keep his integrity, reputation, and name, or live and forever lose all of them. Proctor eventually hooses to die as Hale states, â€Å"Man, you will hang!You cannot! † Proctor proceeds to say, â€Å"l can. And there's your first marvel, that I can. You have made your magic now, for now I do think I see some shred of goodness in John Proctor. † His decision ma kes him a tragic hero because it was the honorable thing to do although it came to his death and his character flaw indirectly caused his death. Although part of being a tragic hero is having flaws, another part of it is being superior in some aspect of your character compared to the other characters. John Proctor's morals are superior to the other characters.He never believes in anyone has been practicing witchcraft after the most of Salem is convinced. He also stood up to Parris in Act One as he says, † the last meeting I were at you spoke so long on deeds and mortgages I thought i were an auction. † Throughout the play Abigail tries to seduce John but he proves time and time again that he has learned from the mistake he made. Proctor also has the pride to keep his reputation which leads to his perish which almost all of the ther characters wouldn't do.The crux of the matter is John Proctor is a true tragic hero which is proved throughout the play. He kept true to hims elf even in the face of death, he learned from his mistakes, and he has an immense amount of integrity that almost all of the characters fail to have within them. John is not perfect and the part of him that is imperfect ends up being the cause of his tragic death. Although the hero side of him shines throughout the story, the tragic side of him is always glaring behind him.