Unilevers Personal Care Products

Introduction The purpose of this report is to analyze Unilever’s Personal Care Products, review data with TOWS matrix, PESTLE, and VIRO analysis, competitive analysis using competitive perceptual map, segmentation strategy and buying behaviors for each segment, corporate and marketing strategies to reach target market and discuss product life cycle along with investment strategy and business level strategy for each SBU.Advertising We will write a custom essay sample on Unilever’s Personal Care Products specifically for you for only $16.05 $11/page Learn More Company Background A leading global manufacturer of packaged consumer goods, Unilever started its formal journey in 1930 through the merger of Lever Brothers and Margarine Unie; however, eleven of its brands had annual profits worldwide of more than $1.0 billion (Deighton 1 and Graul 13). According to the annual report 2011 of this company, it has more than 171,000 efficient employees a ll over the world and it has plan to double the size of the company in the near future, which would help the company to implement expansion plan of the company. Graul (14) stated that personal care is one of the segments of Unilever, which competes directly with Procter Gamble; however, the following figure shows that Unilever occupied about 7.8% global personal products industry. Figure 1: Global Personal Products Market Share Source: Graul (35)Advertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Dove Deighton (1) stated that Dove was the world’s number-one â€Å"cleansing† brand of this company by competing with Procter and Gamble’s Ivory, Kao’s Jergens, and other related products; however, it was launched in 1957 and contained high levels of natural skin moisturizers. According to the annual report 2011 of this company, the management team conducted research and integrated marketing campaign to position this brand in global market and became market leader in personal care sector; therefore, sales of Dove exceeded â‚ ¬3.0 billion in 2011, underlying sales growth was 8.20%, and turnover was more than â‚ ¬15.50 billion. At the same time, Deighton (1) pointed out that Unilever interviewed 3,000 respondents of ten countries to assess their view to develop effective marketing plan and media plan, enhance relationship with customer and conduct IMC campaign. Axe Unilever launched Axe in France in 1983 and expanded business with this brand in more than 60 countries; however, this brand captured about 20% market share of male grooming brand in all continents (Joachimsthaler 16). This brand controlled a whopping 83% share of the $180.0 million market in 2005; On the other hand, the target market of this brand was 18 to 24 years old men and this target group played vital role to become number one brands in the US and European market; However, 3 5% of young men aged eleven to twenty-four used Axe’s summer; According to the annual report 2011, value market shares up overall with strong gains in the US market; Unilever developed new products using brang awareness of Axe, for example, the fragrance variant Essence was created and introduced in 2003 and Touch ‘modern, fresh, watery, woody fragrance’ introduced in the summer of 2004 (Joachimsthaler 21). Rexona Unilever considered Rexona as one of the most prominent and wing brands for this company and the world’s largest deodorant brands; in addition, this company launched Motionsense technology in 2011 with this brand (Unilever 10). Other renowned personal care brands are – Lux: Lux soaps are one of the best selling products of Unilever, which have a wide range of forms, such as flakes, bars, and liquids (all of which are gentle to skin as Unilever conforms to all product safety regulations) Sunsilk: Chiefly intended for females, this is the globe’s foremost brand in hair-conditioning and the second-largest in shampoo market, and is sold in sixty- nine nations globally Close-up: It is also one of the most profitable toothpaste-brands that claims to keep teeth whiter, brighter and stronger; moreover, it is the first gel toothpaste in the world, which was brought in market in 1967 Lifebuoy: It was launched in the UK in 1895, which today has the maximum market-penetration in the soap product group (almost ninety- one percent); moreover, it is reasonable and easily available to assist global communities to develop cleanliness Fair lovely: Karnani (2) stated that Unilever marketed a skin whitening cream ‘Fair Lovely,’ and it is profitable and fast growing brand; however, 90% of Indian women want to use whiteners though it contains harmful chemicals; Clear Shampoo: Unilever launched its hair care product ‘Clear’ and developed this product with unique ingredients to effectively eliminate dand ruff with every wash and it has already sold in 42 countries; TOWS Matrix for Unilever The table below shows the TOWS Matrix for Unilever by scrutinizing its present position and future prospects throughout the global market:Advertising We will write a custom essay sample on Unilever’s Personal Care Products specifically for you for only $16.05 $11/page Learn More TOWS Matrix Strengths – S Weaknesses – W Strong brand image Wide range of services Impressive technological infrastructure Poor association with consumers Incompetent organization of products Plunging profits Opportunities – O SO – Strategies WO – Strategies Increasing demands for healthy products Prospects of entering new markets 1. Making investments to developing healthy products with its strong technological-infrastructure 1. Entering new markets to raise profits Threats – T ST – Strategies WT – Strateg ies 1. Eurozone crisis 2. Increased Competition 1. Further strengthening brand-image by advertisements to gain advantage over competitors 1. Reorganising product-portfolio to cope with crisis Table 6: TOWS Matrix of Unilever Source: Self generated PESTLE analysis Political Factors Unilever concentrates on political factors (unstable political position, hostile government attitude, tax policy, etc.) and set a standard or tactical way of handling political issues to create favorable business environment to sustain national and international market, for instance, it uses experience and goodwill to bargain with government to change policy towards foreign companies, new entrants, tax exemption and so on. Economic Factors The main economic concerns are the purchasing power of the customer falls significantly all over the world, customers reluctant to buy expensive product, the personal care business environment becomes extremely competitive in European market for EU free trade policy , and uncertainty about duties due to inflation and fluctuation of currency. Socio-cultural factors The company is very much committed to ensure conformity with its corporate social responsibility guidelines that highly focuses on endorsing social and cultural factors in its operational areas; for example, it is working to improve hygiene and better nutrition to people in Asia, Africa and Latin America, and recruiting about 100 nationalities to ensure diversity in workplace. Technological factors The company is investing more on its IT infrastructure to enhance its business particularly in e-business; moreover, the company is also trying to diminish cost through IT-efficiencies at international level; additionally, Unilever Technology Venture works in partnership with Unilever RD group to meet consumers’ demands in areas of genomics, advanced bioscience, advanced materials science and nanotechnology Legal factors According to the annual report, the company is bound to follow the provincial and international laws, especially legislation regarding product-safety, product-claims, patents, competition, corporate governance, employment and so on, as inability to conform to these can expose Unilever to lawsuits leading to damages, fines, and criminal-sanctions with potential harm to its commercial statusAdvertising Looking for essay on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Environmental factors The company is extremely cautious to ensure environmentally friendly production process by focusing on sustainable solutions. The following figure shows the company’s sustainable drives from 1995 to 2010: Figure 5: Eco-friendly activities from 1995 to 2010 Source: Generated from Unilever (2) The following figure demonstrates the company’s greenhouse gas footprint: Figure 5: Greenhouse gas footprint of Unilever Source: Generated from Unilever (19) The chart below illustrates the company’s water footprint: Figure 5: Water footprint of Unilever Source: Unilever (23) VIRO Analysis Unilever has raised its value over the rivals, but its resources are imitable and the competencies are rare; however, the following table evaluates its position: Valuable: Imitable: Rare: Organized: Competitive inference: Economic-performance Strong/ Weak Unilever is capable of utilizing opportunities and defusing threats with the resources and competencies It is easy to imitate the resources and competencies The resources and competencies are in the control of few people Unilever is organized to some extent in utilizing the resources Short- term competitive advantage Above usual standard Strong and unique proficiency Table 6: VIRO framework for Unilever Source: Self generated Competitive Perceptual Map Mullins, Orville and Harper (325) stated that customers may have limited knowledge the necessary physical attributes of the brands, but they6 can purchase or using considering competitive offerings; in addition, perceptual positioning is important factor since many customers may not bother with brand’s physical characteristics. Mullins, Orville and Harper (325) further addressed that it gives a visual representation of the positions of various products or brands that show the differences and similarities in perceptions; however, it is essential for the companies to find out determinant attributes to prepare poisoning map to help the customers to evaluate competing brands. Most of the time, Unilever collects data about customer’s perceptions for goods and uses value along with quality of the products as determinant attributes so far customers can select right one; however, the following figure shows perceptual mapping for personal care products – Figure 1: Perceptual Mapping for personal care products Source: Self generated BCG’s Market Growth Share Matrix The following figure illustrates growth share matrix of Unilever and identifies key competitiveness including brand image, innovation, technologies, and large market share of national and international market (Cescau and Richard 7). Figure 1: Growth Share Matrix of Unilever Source: Cescau and Richard (7) Segmentation Strategy and Buying Behaviours for Each Segment The graph below illustrates the buying behaviour of the customers through the operating margin in particular segments. In personal care segment, there is a fixed customer base providing sound buying behaviour, in home care segment, there is random buying tendency with declining drift in 2010 and 2011, in foods segment, there is a variable customer base with highest sales in 2008, and in refreshment segment, there is an irregular buying behaviour with better sales than 2004. Figure 5: Buying behaviour Source: Unilever (4) Segments Buying Behaviours Segmentation Strategy Personal Care Stable customer base ensuring steady buying behaviour Segmenting the market based on gender; for example, different soaps or deodorants for men and women Home Care Fluctuating buying behaviour with falling trend Segmenting the market by focusing on people ageing 25 or above; for example, by formulating advertisements for home care products by only targeting adults Foods Variable buying pattern with increasing trend Unilever should try to segment the market by income levels; for example, by offering diversely priced food items Refreshment Irregular customer bas e This market should be segmented by age, with especial focus on promotions targeted at children Table 6: Segmentation strategy and buying behaviours Source: Self generated Corporate and Marketing Strategies to Reach Target Market in a Segment To reach the target market in the personal care segment, Unilever follows the corporate strategies of targeting a mass-market (by attracting a wide variety of customers in numerous demographic groups) and being a cost leader (by offering lower prices than that of the competitors). The marketing strategies to reach the target market includes bringing out new-products, spreading out circulation and product supply, entering into new foreign-markets, and spending more on promotional activities. Origin of Need for New Product/Service Based On PESTLE The origin of need for new product is the demand of consumers in the areas of genomics, advanced-bioscience, advanced-materials-science, and nanotechnology; moreover, as suggested in the technologica l factors of the PESTLE-analysis, Unilever-Technology-Venture works in partnership with Unilever research and development group to meet consumers’ demands in those areas; this has led the company to bring out innovations like Men+Care. Most importantly, Unilever (4) pointed out that the new product range under the Men+ Care has raised the turnover above thirty percent Product Portfolio Analysis Personal Care: According to the annual report 2011 of this company, personal care consists of skin care (Dove, Lux, Fair Lovely) and daily hair care products (Clear, Sunsilk, etc.), deodorants (Axe, Rexona) and oral care products, Personal Care 2011 ($ million) 2010 ($ million) % change Turnover 15,471 13,767 12.4 Operating profit 2,536 2,296 10.5 Operating margin (%) 18.0 18.0 – Sales growth (%) 8.2 6.4 Volume growth (%) 4.2 7.9 Effect of price changes (%) 3.8 (1.4) Table 1: Financial overview of Personal Care segment Source: Unilever 23 Home Care: Dish w ash (VIM), Fabric softeners, Fabric wash, Household cleaner, and Mosquito coil Foods: Beverages, Margarine, Snack, Seasoning, and Other products Refreshment: Ice cream and drinks brands, weight-management products, and tea-based beverages, for instance, Lipton is one of the world’s great refreshment brands Product life cycle Unilever possesses a huge number of personal care products, but the leading products are Lux, Dove, Sunsilk, Lifebuoy, Clear, Axe, Men+Care, Rexona and Close- up; moreover, according to Management Paradise (1), Lux and Dove is in the maturity stage of the lifecycle. Although Sunsilk was heading towards the maturity stage, introduction of fresh fragrances and new packaging together with new features has raised the sales, putting it in the growth stage (Unilever, 8). In addition, Lifebuoy, Clear, Axe, Rexona, and Close- up all are in the maturity stage, with the highest profits generated from Axe; however, Men+Care, being a new product range, is in the int roduction stage. SBU Analysis investment strategy Figure 1: growth priorities into investment plans Source: Cescau and Richard (12) Business level strategy for each SBU With 12 brands that each goes above 1b Euro yearly sales, Unilever’s growth has sustained because its cost leadership strategy in all of its SBUs; in addition, in each SBU Unilever maintains adequate differentiation; moreover, Unilever is the leader in five of six food-segments and two of six segments in Home and Personal Care, and it holds the second position in two of the six Home and Personal Care segments Works Cited Cescau, Patrick and Richard Rivers. Unilever’s Growth Strategy. 2010. Web. http://www.unilever.com/images/ir_1.2_growth_strategy_slides_rivers_1303_ppt_tcm13-86707.pdf. Deighton, John. 2008. Dove: Evolution of a Brand. PDF file. http://www.hbsp.harvard.edu.. Graul, Lee Ann. 2006. Procter Gamble, Unilever and the Personal Products Industry. 2006. PDF file. http://info.umuc.edu/mba/ep/P resentation/EP_Olp/data/GSA.pdf. Joachimsthaler, Erich. 2012. Formulating a Strategic Blueprint for Action. PDF file. www.harvardbusiness.org/press. Karnani, Aneel. 2007. Case Study: ‘Fair Lovely’ Whitening Cream. PDF file. http://www.un.org/esa/coordination/DWDG.Fair.Lovely.SMJ.pdf. Management Paradise. Lux- A Comprehensive Study. 2009. Web. http://www.managementparadise.com/forums/marketing-management/139305-lux-comprehensive-study.html Mullins, John. Orville Walker. Harper Boyd. Marketing. PDF file. http://www.burgesscompany.com/mba/h17mkcoursetext.pdf. Scribd. Strategic Marketing Planning. 2010. Web. http://www.scribd.com/doc/29438236/21739056-Strategic-Marketing-Planning. Uhmhoabhi, Fredrick Albert. Pestle analysis: a report on Unilever. PDF file. http://www.codewit.info/articles/Uhmhoabhi20172045.pdf. Unilever. 2011. Annual report 2011 of Unilever. PDF file. http://www.unilever.com/images/uslp-Unilever_Sustainable_Living_Plan_Progress_Report_2011_tcm13-284779.p df. Unilever. 2011. Unilever Charts 2011. PDF file. http://www.unilever.com/images/Unilever_AR11_tcm13-282960.pdf. Unilever. 2011. Unilever Sustainable Living Plan. PDF file. http://www.unilever.com/images/uslp-Unilever_Sustainable_Living_Plan_Progress_Report_2011_tcm13-284779.pdf. This essay on Unilever’s Personal Care Products was written and submitted by user GhostRider to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Columbus Unmasked A Peek Behind Historical Persona

Columbus Unmasked A Peek Behind Historical Persona An icon of exploration, early innovator of navigation and shrewdly ambitious, Christopher Columbus is one of those historical figures with plenty of lessons to teach us. In this article we’re going to skip past the more well-known info, and take a sobering look at what a profound impact his life had upon the human species as a whole. The Duality of Great Minds No one’s ever claimed Mr. Columbus is or was a saint. While as children we’re taught about the four trips across the Atlantic in search of a new and shorter route to Asia, adults tend to shield us from the realities of those days. For example, slavery. â€Å"They should be good servants†¦.I, our Lord being pleased, will take hence, at the time of my departure, six natives for your Highnesses.† That’s taken from his own personal journal; the entry was October 12th, 1492, the first day he met Native Americans. The â€Å"captives† were then pranced through the streets of Barcelona, as glory to an expanding empire. 522 years ago slavery was a fact of life. The world was a very different place. Columbus and his crew had other agendas besides forging new trade routes. They also sought to glorify the Spanish crown, sow seeds of Catholicism wherever they went and exploit indigenous people for riches and glory. The Balancing Act of History We can’t cast stones today, because we have no idea what it was really like to mingle with royalty and sail the seas in old ships, to meet new people and explore brand new territories. The more you learn about Columbus the more and more human he becomes. As is often the case in life, you have to take the good with the bad, so to speak. Did he forge a connection between two worlds literally a world apart? Yes. Does that mean he’s solely responsible for everything that took place afterwards in terms of conquest, colonization and laying the foundation for America as we know it? No. A Mix of Destiny and Free Will It was either destiny or chance that Columbus would be, â€Å"the guy† who opened to the door to a gargantuan transfer of people, plants, animals, diseases, etc. We’ll never know. Perhaps it was a bit of both. Regardless, it had to be someone. At the time, we can assume that he saw himself as a great man, destined to have his name stitched into the fabric of human history. And he was right! But did he intend to bring small pox to the Native Americans? No. How could someone at that time understand what was happening? They had no way to look at the world as a huge petri dish and grasp the dangers of mixing foreign cultures. All he knew was ambition. All he knew was serving his interests, as well as the interests of the Spanish crown, his crews, the church and financiers. A Timeless Rags to Riches Story Well, in truth, he didn’t die a rich man. In fact, according to Biography.com: â€Å"In the two remaining years of his life, Columbus struggled to recover his lost titles and in May of 1505 did regain some of his riches, but his titles were never returned. He died May 20, 1506 still believing he had discovered a shorter route to Asia.† But, he did manage to go from the adventurous son of a wool merchant, to hatching a plan that would transform our world. He was also a pretty smart guy. Here’s an interesting snipped from History.com: â€Å"When he was still a teenager, he got a job on a merchant ship. He remained at sea until 1470 [19 years old], when French privateers attacked his ship as it sailed north along the Portuguese coast. The boat sank, but the young Columbus floated to shore on a scrap of wood and made his way to Lisbon, where he studied mathematics, astronomy, cartography and navigation.† So, if he didn’t really discover America, and he wasn’t the first explorer to land in the New World, why did he become the darling of history? Because his expeditions above all others at the time led to Spanish conquistadores and the eventual creation of modern America. Was it pretty? Yes and no. Truly Remember Columbus If you look into this man, and delve into the complexities of the things he set in motion, your perspective of today is going to rapidly evolve. Honor history, and honor humanity and dig a bit deeper than the bullet-point perspective. Thanks for reading and Happy Columbus Day!

H.H. Holmes Case Study Example | Topics and Well Written Essays - 2000 words

H.H. Holmes - Case Study Example The second floor of the castle consisted of sinister guest rooms equipped with trap doors, peepholes, chutes leading to the basement, and moving walls. The chutes led to either a vat of quicklime or acid, or to the incinerator. The rooms were fire resistant padded with asbestos lining (Larson 4). Holmes is known to have committed most of the murders he allegedly was responsible for in the hotel. It was confirmed that Holmes actually committed four murders while he made confession of having committed twenty-seven. It is speculated that he may have committed as many as two hundred murders. Some of his victims were taken from the World’s Fair, which took place about two miles away from his hotel. Holmes is reported to have killed his victims either by pumping poisonous gas into the rooms as guests slept or by poisoning them with chloroform after sneaking into their rooms through the trap doors as they slept. He disposed the bodies by carrying them to the chutes. Apart from the gu est rooms, the Castle had a torture room equipped with an elasticity determinator, which he used to stretch his victims to death (Schechter 13). In a jewelry store on the first floor of the castle, Holmes employed a man as the manager. According to Ramsland, the man had a wife, about six feet tall. She ended up having an affair with Holmes that led to divorce from her husband. She later got pregnant and was convinced by Holmes to have an abortion. Holmes offered to perform the abortion. Later on, Holmes sold a six-foot tall skeleton of a woman for $200 to Hahnemann Medical College. In another incident, a woman named Emmaline Cigrand fell in love with Holmes. They arranged for a marriage; however, Holmes suffocated her to death in a vault, in the Castle, on the day the marriage ceremony was expected to take place (Schechter 37). After a case of murder that had occurred in Philadelphia in 1894 was discovered, the case of Holmes started developing. The police were informed of a scam th at had recently occurred by Marion Hedgepeth, who had once shared a cell with a man named H. M. Howard, and had given Howard the name of an attorney to assist in committing an insurance fraud. The scam involved another man called Benjamin Pitezel, who was assisted by Holmes to get a $10000 life insurance cover from Fidelity Mutual Association in Chicago; and would later fake his own death in an explosion in the laboratory in order to claim insurance compensation. Holmes had informed Pitezel that they would use a cadaver to fake the death. Holmes tricked his accomplice into heavy drinking before soaking him in benzene and burning him to death. He then extinguished the fire and poured chloroform into the stomach of Pitezel’s body. Holmes then altered the scene to create an impression that the death had been caused by an accidental explosion (Geyer 63). In order to collect the money from insurance compensation, there was required a family member to identify the body. Since Pitez el’s wife was sick, Holmes took his daughter for the task. Pitezel’s wife was unaware of her husband’s death. The money was to be shared among several participants in the scam, including Hedgepeth, but Howard schemed and made off with the money. A detailed letter written by Hedgepeth about the scam was passed on to the insurance company, where it was realized that the Howard in question was actually Holmes. Hedgepeth offered the

Organisational Development Plan Coursework Example | Topics and Well Written Essays - 1750 words

Organisational Development Plan - Coursework Example The paragraphs below will be looking at how the organizational structure and its development are fitted within the overall organizational development agenda of the force as it performs its security functions. As stated in the foregoing paragraph of this essay, one of the responsibilities of the Port Authority is to secure the nation’s leading airports, consequently the main ports under the security watch of the Port Authority are the John F. Kennedy International Airport, Newark Liberty International Airport and the LaGuardia Airport. Judging by the sensitivity of these entry points to national security the role of the Port Authority Police Department is very important. They carry out duties spanning from checking security details of all human and vehicular movements in and around the airport, in addition to offering special security detachment service to diplomats and other high profiled personalities traveling through the airport. Operating from Jersey City in New Jersey, the headquarters of the Port Authority Police Department’s headquarters has a complex network of personnel and equipment that are constantly working around the clock to collate crime related information, analyze the information and proceed to transmit the information to the relevant task force for onward action to be taking to this effect. The New York and New Jersey Intelligence and Crime Information Systems and the National Crime Information Centre headquartered in Washington DC are working in close partnership to make the campaign against crime a living reality. In many ways this essay is intended to present a lucid procedure for carrying out a comprehensive analysis scheme that will adequately fit the within the boarders of the changing dynamics of organizational development in contemporary justice and public safety institutions. It addresses the pivotal place to embrace the process of transformation,

Likelihood of Inter-State War in Southeast Asia

Likelihood of Inter-State War in Southeast Asia Critically assess the likelihood of inter-state  war in Southeast Asia in the 21st Century. TAN SEOW LIM INTRODUCTION South East Asia – a region consisting of 11 countries scattered around the Indian Ocean and Pacific Ocean and carries great diversity in cultures, languages and religions with Islam being the dominant one in the region). With around 620 million habitants, it is also considered one of the most populated regions in the world. With very rich heritage, it also has its fair share of conflicts from the old days to current and thru the years, every nation are trying to rebuild despite some countries with political instability, and strengthen its own economy in order not to be left behind in the competitive world. The forming of Association of Southeast Asian Nations (ASEAN) is in a way aims to accelerate the economic growth, social progress, socio-cultural evolution among its members, protection of regional peace and stability, and opportunities for member countries to discuss differences peacefully[1] . This essay will attempt to discuss the likelihood of inter-state war in the region in the 21st century with consideration of impact due to global trends, the effect of economic interpendence and terrorism in the region which may pose a bigger threat to national security. THE ECONOMICAL AND POLITICAL ARENA OF SOUTH EAST ASIA The countries, being in a strategy location and access to plentiful of natural resources together with their diversity and increasing integration, are a magnet for not only China but also for Europe and US to invest in. Politically, the region provides stability in a part of the world that is rapidly reshaping the global balance of power. As a result, its continued development—which depends on investments in infrastructure and education, as well as improvements in business climate—is important for the rest of the world. The ten countries have a combined GDP of $1.9 trillion and an average per-capital income close to that of China. Being a consistent good performer, they would have been a ninth largest economy if they are a country[2]. Thanks to the loosening of control by the military junta n 2011, Myanmar has also gradually opened up their market for foreign investment in the past two years. And being an emerging economy with great potential, it cannot be neglected. Th e developing economies in Vietnam and Cambodia have also performed economically well since they open up its market few years back. [3] ASEAN, who has played a pivotal stabilizing role in both the region and the world, has also aim to create an economic community which is a single market for goods, services, investments, and skilled labor by 2015. With its determination and shows of economies usefulness, it has also drawn in partnership with various countries like China, South Korea, Japan, Australia, New Zealand and India in introducing various initiatives in boosting the economies in the region. United States commitment to the Trans-Pacific Partnership (TPP) will also determine the economy of the next century for S.E.A. Amidst its developing economic potential, the political arena among the S.E.A. countries poses another challenge which may jeopardizes the progress and worse, may derail and setback the efforts put in thus far. The political turmoil in Thailand – it’s all too familiar partisan politics has been playing out in the street wanting to unseat Yingluck Shinawatra, the sister of the controversial and now exiled ex-prime minister Thaksin Shinawatra. Only consolation is the military has yet to stage the 82nd coup thus far. The country has been without a proper government since December 13 and the election last done in February was considered void due to the protest causing some areas not able to conduct a proper election. The Thai economy was also badly hit and will deteriorating further if the turmoil continues with no end in sight. And as recent, the opposition has planned to boycott the July election yet again and called for Yingluck to resign. Myanmar also faces daunting cha llenges in its path to reform. The military junta’s refusal to remove clause 59(f) from the constitution, which bars from the presidency anyone whose spouse or children are foreign citizens. This effectively bars Miss Suu Kyi from standing for president. While Mr Thein Sein may be supportive of removing the clause, the internal resistance from the military junta has thus far been effective in blocking it. In the words of Mr Thein Sein â€Å"if the political demands made by the public are larger than the current political system can accommodate, we can all end up in political deadlock†¦.we could lose all the political freedom we have achieved so far. I would therefore like to urge all of you to handle such a situation with care and wisdom.†[4] This deadlock in political reform, a largely inscrutable bureaucracy, will definitely slow down the progress of development in the country. Cambodia, under the rule of authoritarian prime minister Hun Sen, has also seen tens of thousands of protestors going on the street recently to protest against flaw in election system which led to the win by Hun Sen’s party. With the instability in the political situation in the country, it is difficult to attract investment in the country. The situation is further stressed by the lack of skilled workers in the country. Indonesian will be having its presidential election this year and will decide the next President to lead this economy into the next century. Being the largest economy in S.E.A and world’s 3rd largest democracy, it will set the path and determine the progress in S.E.A. economy. With the colourful economic and political situations in the S.E.A, it is unimaginable to think that each and every country in this region would want to risk being in the last of the league in the developing economy. While ASEAN may have a known policy of not interfering in internal politics of member states, they have in the past shown to be able to come to some agreement amicably to settle their inter-state disputes as in the case of Thailand-Cambodia territory disputes which was the worse since the forming of ASEAN in 1967. It would also be disastrous if any country, having dealt with their internal politic turmoil, would want to get into another inter-states conflict instead of banding together to move together boost the region’s economy. ECONOMIC INTERDEPENDENCE IN SOUTH EAST ASIA Economic interdependence between inter-states has been known to prevent any conflicts or escalation in any conflicts. It is not restricted to just South East Asia countries. I am a believer in such advocacy. Evident over current quarrels between China and Japan over the islands – barren rocks known in China as the Diaoyu islands and in Japanese as the Senkaku islands, the conflict will not escalate mainly due to the continual reliance on the each economy. China is in need of Japanese products like machinery for its production and Japan in need of raw products from China likewise. Even in the tense atmosphere in July 2012, Japanese companies are still doing business in China e.g. a city in Chongqing hiring the Mitsui Group to develop an industrial park aimed at attracting foreign investment[5]. The leaders in both countries know very well how a deteriorating economy will damage its standing in the world. Both leaders also has a heavy responsibility to revive their economies and having been relying on each other’s economy for decades, re-strategizing and reduce or cut off reliance on each other is not an option. In South East Asia, the forming of ASEAN serves to ensure peace in the region by promoting trading in the regions as one of its aim. Along the way, member states have also came out with initiatives in propelling the economy in the region – in 1992, the integrating of its member economies by the establishment of the ASEAN Free Trade Area (AFTA) and later in 2003, the members further committed to forming an ASEAN Economic Community (AEC), a single production base and market, by 2020. Seeing the significant and importance of the AEC, the member states agreed to advance the formation to 2015 in 2007, though the progress is slow down due to political situation in some member countries. All these initiatives require the co-operation of the member states, every one of them, in order to form a strong magnet to attract investment to the region. Thus far, with its strategic location, abundant natural resources, quality human resources and growing economies, ASEAN has engaged economicall y, by way of trade and investments, with all the large economies of the world. Even with the region facing the Asian financial crisis which dented ASEANs economic credibility and standing, they were able to quickly recover from this crisis and individually, most of the ASEAN countries are now enjoying positive growth rates of 4%-7%. It has shown the robustness of the economy despite the fall. This economic standing, with its political and strategic weight, has encouraged the ASEAN to explore an enhanced geo-political role for itself in the Asia Pacific and the global community[6]. With this standing and development, no one state would want to be left behind and not play its role in pursuing and getting the fruits of the ever revolving flourishing economy. Even East Timor, the only nation in the region yet to join ASEAN, has officially applied to be a member of the association in 4 March 2011, hoping to reap the fruit and to take advantage of the opportunity. But as ASEAN members believe the group should focus on helping poorer nations which are already members of Asean like Myanmar, Cambodia and Laos – to prepare for the opening of the groups free trade zone in 2015 and that East Timor unable to meet some of the joining criteria, the approval has been put on hold. As can see, the economic interdependence among the nations is so strong and required that any inter-state conflicts is a near impossible, even in the next century. It has been decades and proven that the region has always been a very strong trading zone due to its vast natural resources. It i s undeniable. There may be occasions where conflicts happen but those were resolved amicably thought some disputes like the Spratly islands is still on the card involving Brunei, Malaysia, Philippines and Vietnams with China and Taiwan. Through the years, the association, with its founding aim to promote peace and stability, has also developed key mechanisms for dispute settlement e.g the 1976 Treaty of Amity and Cooperation (TAC), the 1996 Protocolon Dispute Settlement Mechanismand subsequentlythe2004 Protocol for Enhanced Dispute Settlement Mechanism (EDSM) for disputes relating to ASEAN economic agreements, and the provisions of the 2007ASEAN Charter that serve as an overarching framework for dispute settlement in ASEAN etc. All these and other agreement are meant to provide a channel for the members in settling disputes. As such, the likelihood of inter-state war in South East Asia is near impossible. TERRORISM THREAT IN THE S.E.A. REGION Terrorism poses a serious and real threat to the world and it knows no border, nationality and religion. It was probably taken for granted till the terrorist attack on the Twin Towers of United States in 11 September 2001. I was stationed in Peace Prairie Detachment in Dallas, Texas and received a call from a colleague that morning. He mentioned:†Switch on the TV. Two airplanes hit the tower!† I remember telling him to not joke as I was dead tired after having returned early in the morning from work. But after switching on the TV and seeing what happened, I then realised the ideology is a clear danger. That day changes the world. Everyone is fighting against terrorism till today; sometime I feel it has become an excuse for some countries to eradicate opposing factors in the country. In South East Asia, the terrorist attack on Bali on 12 October, 2002 was a wakeup call for Southeast Asian governments. It demonstrated the severity of terrorism. The horrified act was done by a terrorist group Jemaah Islamiyah (JI) whose cell in Indonesia has been blooming with sufficient support from Al Qaeda to infringe further damage in the later years. Though Indonesia has done very well in its fight against the terror cells situated in its territory, especially its counter terrorism tactical force, Detachment 88 who has killed and captured nearly 800 Indonesian terrorists and extremists, JI itself has transformed into an ideological organization and several new splinter groups emerged. They include a dozen operational groups of Al Qaeda in Indonesia such as Lashkar Hisbah, Tawhid Wal Jihad and Jamaah Ansharut Tauhid (JAT)[7]. All these development have been a worrying trends and the need for all S.E.A. countries to work together to fight or guard against them cannot be over-emphasized. Fortunately, these threats have not caused any conflicts among the countries in the region and have been quite successfully been contained in respective country. The arrest of 11 ter rorists, whom are suspected of having links to terrorists in other countries, in Malaysia lately does show the needs for every country in the region to not let their guard down. The co-operation of the states also resulted in the arrest of a number of terrorist figures, quashing more terrorist cells. All these co-operation further enhanced the cohesiveness of the countries in the region and more openness and solidarity, it does help in the lessening the possibility of conflict among states in the region. CONCLUSION Amidst the peace and stability in the region, Singapore continues to play its responsible and neutral role in fostering good relationship with the neighbouring countries and that, we have been doing an excellent job playing a good brother’s keeper. Occasionally, we may have some little argument with the neighbouring states but with good foreign and open relation, we were able to overcome amicably. The need to continue to maintain a strong defence to deter potential aggression must be a continual emphasis not only for its peace and stability but also to continue to attract investment to the country to maintain a robust economy and indirectly, contribute the region’s development. I am confident to say that possibility of inter-state war in the next century is highly unlikely. Bibliography Aseanweb – Asean Motto. Asean.org. Retrieved 8 August 2011. Vikram Nehru 7 July 2011 Southeast Asia: Crouching Tiger or Hidden Dragon? Available:http://carnegieendowment.org/ieb/2011/07/07/southeast-asia-crouching-tiger-or-hidden-dragon/fuzd Politics in Myanmar, Not so fast (2014) The Economist [Online] Available: http://www.economist.com/news/asia/21595920-aung-san-suu-kyis-road-presidency-grows-longer-and-more-winding-not-so-fast (8th Feb 2014) ERIA Policy Brief, No. 2012-01, January 2012 Rohan Gunaratna, After Bali: Southeast Asia Under Threat, 2012.  Available : http://www.pvtr.org/pdf/commentaries/RSIS1912012.pdf (10 October 2012) [1] Aseanweb – Asean Motto. Asean.org. Retrieved 8 August 2011. [2] Vikram Nehru 7 July 2011 Southeast Asia: Crouching Tiger or Hidden Dragon? Available: http://carnegieendowment.org/ieb/2011/07/07/southeast-asia-crouching-tiger-or-hidden-dragon/fuzd [3] Vikram Nehru 7 July 2011 Southeast Asia: Crouching Tiger or Hidden Dragon? Available: http://carnegieendowment.org/ieb/2011/07/07/southeast-asia-crouching-tiger-or-hidden-dragon/fuzd [4] Politics in Myanmar, Not so fast (2014) The Economist [Online] Available: http://www.economist.com/news/asia/21595920-aung-san-suu-kyis-road-presidency-grows-longer-and-more-winding-not-so-fast (8th Feb 2014) [5] Katz, Richard, Mutual Assured Production: Why Trade Will Limit Conflict Between Japan and China. Foreign Affairs 92(4): 18-22 [6] ERIA Policy Brief, No. 2012-01, January 2012 [7] Rohan Gunaratna, After Bali: Southeast Asia Under Threat, 2012. Available : http://www.pvtr.org/pdf/commentaries/RSIS1912012.pdf (10 October 2012)

Living and Working in a Multicultural Society Essay

One of the major principles of multiculturalism is the equity among various cultural groups living in one community such as a nation. For example, multiculturalism in a certain country seeks the equality among the existing ethnic groups that speak distinct dialects and follow unique cultural practices. None of such groups either dominate the community or take the role of the minority. Thus, multiculturalism competently promotes the awareness and appreciation of other cultures within one’s community which, in effect, help build good living and working conditions among the people in the society. Since multiculturalism â€Å"refers to the presence of people of diverse racial or ethnic backgrounds within a single polity† (Citrin, et al. , 2001, p. 249), its competency rests on how numerous individuals from different racial and ethnic backgrounds are able to interact with one another and produce significant positive results. During the time of the American Revolution, immigrants were considered as inassimilable and, thus, they constitute a threat to the American cultural identity which was predominantly composed of White Protestants (Spencer, 1994, p. 549). Blacks were considered as a minority group and a large number of them were placed under slavery or servitude by the majority group. With the large differences in the social status and individual rights between the White Protestants and the Black Americans during that time, it is not surprising that such differences stood as barriers from attaining an America that is tolerant of multiple races and accepts all individuals as equals regardless of ethnicity. Equal treatment among the minorities was not a significant issue until the time when the American Revolution has ended and the creation of the United States of America has begun. In fact, slavery of Black Americans was not entirely abolished until twenty years after the formal creation of the United States. While the majority group at that time was able to fully participate in various social affairs, most of the members of the minority group were confined to servitude and bondage to their so-called â€Å"masters†. The stark contrast alone between the majority and minority groups was already a seemingly insurmountable status quo that benefited the ruling majority. The lack of multiculturalism as a social movement at that time also hindered the full interactions of the races in America for there was very minimal avenue in which the minority group was given the chance to vent their side. The â€Å"shift in the self-designation of Black Americans†Ã¢â‚¬â€from ‘Negro’ to ‘Black,’ to ‘African American’—apparently describes the change in the position of these individuals in the American society, for instance (Spencer, 1994, p. 548). While the previous barrier concerning the social participation and position of African Americans during and before the American Revolution greatly set-off their group to the minority, it is argued that such earlier perception has not totally withered away (Citrin, et al. , 2001, 252). Still, there are present forms of racial discrimination and racial intolerance that persist in America and some other parts of the world where societies of the past have barely changed through the years. In a sense, not much has changed since African Americans living in urban areas tend to live together in small communities; racial segregation is still apparent in the country even though federal laws were already established to proscribe the treatment of so-called minorities as lesser beings. Living and working in a multicultural society such as the United States do not go easily because the reality from the ground speaks differently from the theories in academic tomes—intolerance and indifference towards the other races living in America remain parts of the contemporary American society in general. President Barack Obama may execute the needed policies to bolster multiculturalism in America but such policies can not easily discount the idea that the conditions of the lives and works of the â€Å"minorities† living in the United States do not always stand at par with those who comprise the larger if not the largest part of American society. References Citrin, J. , Sears, D. O. , Muste, C. , & Wong, C. (2001). Multiculturalism in American Public Opinion. British Journal of Political Science, 31(2), 247-275. Spencer, M. E. (1994). Multiculturalism, â€Å"Political Correctness,† and the Politics of Identity. Sociological Forum, 9(4), 547-567.

Odysseus As An Epic Hero Essay

In the story of the Odyssey, Odysseus was put through many ordeals through which we see his moral and physical characteristics. After evaluating such characteristics we can see that Odysseus is a great epic hero. We can see that not only is he superior to most mortal men, he also shares many of the same desires, therefore fulfilling all the technical requirements of a â€Å"hero†. Odysseus has insight about his own fate and destiny, but lives intertwined with the Olympic Gods. He also shares many of the same desires as the common man, but has more insight and strength to obtain them. Lastly, the story of Odysseus is tragic, and involves both love and death, which then shows his true strength. When Odysseus ventures out on his journey, he is told by Athena that he is destined to be great, and through the whole war he knows that. When the war is finished he continues his journey home to his wife, his mother and his son. On his journey home he is faced with several obstacles put in place by the Gods to prevent his return. The whole time he was detained from retuning to Ithaca he told himself that he was meant to return home; that it was fated to him. When he was trapped on the Island with Calypso, he told her that he was supposed to return home, and that he would do it no matter what stood in his way. Through these acts we can see that he had his own opinions on his destiny, but that he was closely intertwined with the Olympic Gods. Secondly, Odysseus shares many of the same desires as the common man, but he has more insight and strength on how to obtain them. Odysseus wanted more than anything to return home to his family, however, throughout his journey he was constantly held back by the Gods. He was made to observe horrendous things such as visiting Hades, and shortly after he has to witness each of his crewmates be eaten alive. This would have been enough for the common man to give up hope and settle in on Calypso’s island. Odysseus, however, never gave up and always found the strength and the wisdom to carry on. This shows that if put in the same position, Odysseus would succeed over the common man because he is heroic. Lastly, the story of Odysseus is filled with both love and death, which is a main characteristic of a heroic tale. While Odysseus is trying to return home he sees a vision of his dead mother. She explains to him how she took her own life because she could no longer bare waiting for him. On top of this painful information, she discloses that his home; his palace has been taken over by ruthless men who are trying to steal his wife. After learning of this horrible news he continues on his journey even more determined than before. Shortly after this event, he loses his entire crew to monsters that eat each one alive. He still continues on alone. This proves that even through the tragic events that happen in his long journey he manages to stay strong and make it home. Through close evaluation of all events that took place in The Odyssey we can clearly see that Odysseus is in fact a great epic hero. We see that he has insight about his own fate and desires, he shares many of the same desires as the common man, but has greater insight and strength, and lastly he manages to survive through several tragic evens simply for the love of his family. Taking these events into consideration we can deduce that Odysseus is a great epic hero.