Longfellows Unique American Hero in Evangeline :: Longfellow Evangeline Essays

Longfellow's Unique American hero in Evangeline      Ã‚  Ã‚   Abstract: Longfellow's portrayal of the American Adam is set apart in that he does not praise this character as a role model for others. The concept of the American Adam is seen in a different light through the depiction of Basil in the narrative poem Evangeline.    R.W.B. Lewis explores the quest of the writers of the American Renaissance to create a literature that is uniquely American in his 1955 text, The American Adam: Innocence, Tragedy, and Tradition in the Nineteenth Century. This is accomplished through the image of "the authentic American as a figure of heroic innocence and vast potentialities, poised at the start of a new history" (Lewis 1). David S. Reynolds explains that these writers are working under the influence of "classic themes and devices" and producing "truly American texts" (5). Lewis convincingly argues "that the new hero" is "most easily identified with Adam before the Fall" (5). Walt Whitman's Leaves of Grass, Nathaniel Hawthorne's The Scarlet Letter, and the works of several others of the period are tied to the creation of this new Adam, but the contribution of Henry Wadsworth Longfellow is largely neglected. Longfellow's portrayal of the American Adam is set apart in that he does not praise this character as a role model for others. The concept of the American Adam is seen in a different light through the depiction of Basil in the narrative poem Evangeline.    Evangeline is the tale of an Acadian woman's journey to find her lost lover after her people are exiled from their native Nova Scotia. Longfellow describes the state of the Acadians after this exile early in the second part of the poem:       Far asunder, on separate coasts, the Acadians landed;    Scattered were they, like flakes of snow, when the wind from the northeast    Strikes aslant though the fogs that darken the Banks of Newfoundland.    Friendless, homeless, hopeless, they wandered from city to city [. . .].    (38-39)    These lines reveal that the Acadians represent a people forced to start their lives anew in a land that is completely foreign to them.

Biofuel is An Alternative Energy Source Essay -- Power Energy Bio Fuel

Biofuel: An Alternative Energy Source Abstract As the world’s source of fossil fuels diminishes, another source of energy must replace fossil fuels. This paper evaluates biofuel, one alternative form of energy by showing what biofuel is, how it works, its historical use, and benefits and drawbacks it pertains. I hypothesized that biofuel would be an effective alternative energy. My conclusion does not support my claim, but in terms of worldwide usage. Introduction: With the world’s source of fossil fuels depleting, we need to find an alternative energy source. Biofuel is one considerable option. Although biofuel has not been used widespread, it has been used quite extensively in several countries. Such countries include Sri Lanka, China, India, and countries/regions in Africa that have large amounts of wood. Biofuel has appeared to be fairly effective in developing areas, and other countries have started using it. Background Biofuel is energy that is harvested from biomass through incineration, or combustion of the material. Such biomass materials may include wood, paper, charcoal, crop residue, and agricultural waste. Biofuel is renewable, because such biomass materials can be produced to create biofuel. Many rural areas use biofuels as their major energy source, because biomass tends to be abundant in such areas. Sub-saharan areas depend a lot upon wood. The combustion of biomass releases sources of nitrogen oxide, carbon monoxide, Biofuel 3 and hydrocarbons. There are many types of biofuel; some common ones include methanol and ethanol, biodiesel, and biogas. The combustion of manure produces one type of biofuel known as biogas, which composes of 65% methane. Biogas can be harvested from manure through a process... ...gy/1183636805.22/?searchterm=biofuel 3. (2003). A History of Biodiesel/Biofuels. Retrieved July 28, 2007, from Yokako Biofuels Web site: http://www.ybiofuels.org/bio_fuels/history_biofuels.html 4. Giampietro, M., Ulgiati, S., & Pimentel, D. Feasability of Large-Scale Biofuel Production. JStor, Retrieved July 25, 2007, from http://www.jstor.org/view/00063568/ap040415/ 04a00080/13?citationAction=save&charset=u&frame=noframe 5. West, Larry The Pros and Cons of Biofuel. Retrieved July 30, 2007, from About.com: Environmental Issues Web site: http://environment.about.com/od/fossilfuels/a/biofuels.htm 6. Yevich, R., & Logan, J.A. (June 30, 2002). An assessment of biofuel use and burning of agricultural waste in the developing world . Global Biogeochemical Cycles i>, Retrieved July 19, 2007, from http://www.whrc.org/ policy/COP/India/Yevich%20and%20Logan.%202003.pdf. Biofuel is An Alternative Energy Source Essay -- Power Energy Bio Fuel Biofuel: An Alternative Energy Source Abstract As the world’s source of fossil fuels diminishes, another source of energy must replace fossil fuels. This paper evaluates biofuel, one alternative form of energy by showing what biofuel is, how it works, its historical use, and benefits and drawbacks it pertains. I hypothesized that biofuel would be an effective alternative energy. My conclusion does not support my claim, but in terms of worldwide usage. Introduction: With the world’s source of fossil fuels depleting, we need to find an alternative energy source. Biofuel is one considerable option. Although biofuel has not been used widespread, it has been used quite extensively in several countries. Such countries include Sri Lanka, China, India, and countries/regions in Africa that have large amounts of wood. Biofuel has appeared to be fairly effective in developing areas, and other countries have started using it. Background Biofuel is energy that is harvested from biomass through incineration, or combustion of the material. Such biomass materials may include wood, paper, charcoal, crop residue, and agricultural waste. Biofuel is renewable, because such biomass materials can be produced to create biofuel. Many rural areas use biofuels as their major energy source, because biomass tends to be abundant in such areas. Sub-saharan areas depend a lot upon wood. The combustion of biomass releases sources of nitrogen oxide, carbon monoxide, Biofuel 3 and hydrocarbons. There are many types of biofuel; some common ones include methanol and ethanol, biodiesel, and biogas. The combustion of manure produces one type of biofuel known as biogas, which composes of 65% methane. Biogas can be harvested from manure through a process... ...gy/1183636805.22/?searchterm=biofuel 3. (2003). A History of Biodiesel/Biofuels. Retrieved July 28, 2007, from Yokako Biofuels Web site: http://www.ybiofuels.org/bio_fuels/history_biofuels.html 4. Giampietro, M., Ulgiati, S., & Pimentel, D. Feasability of Large-Scale Biofuel Production. JStor, Retrieved July 25, 2007, from http://www.jstor.org/view/00063568/ap040415/ 04a00080/13?citationAction=save&charset=u&frame=noframe 5. West, Larry The Pros and Cons of Biofuel. Retrieved July 30, 2007, from About.com: Environmental Issues Web site: http://environment.about.com/od/fossilfuels/a/biofuels.htm 6. Yevich, R., & Logan, J.A. (June 30, 2002). An assessment of biofuel use and burning of agricultural waste in the developing world . Global Biogeochemical Cycles i>, Retrieved July 19, 2007, from http://www.whrc.org/ policy/COP/India/Yevich%20and%20Logan.%202003.pdf.

Analysis of a Passage from The Grapes of Wrath Essay -- essays researc

Depicting the Dust Bowl exodus, The Grapes of Wrath is a literary masterpiece. Development and hierarchy are portrayed. In the passage to be studied, almost at the beginning of the novel, Tom Joad, who has just been released from prison, discovered his abandoned house. Travelling with Casy, a former preacher, they met Muley Graves , one of his former neighbours who refused to leave the country, after people have been tractored off. Hardly the only one to speak, Muley explained how he then lived alone, wandering from one empty house to another. A certain evolution is present throughout the passage that can be compared to a human being?s life. First, birth can be paralleled with a kind of creation. Then, the adult is the one who makes a living, and has responsibilities towards the younger ones, as well as the older ones. And finally, a human being?s life ends with death, and this shift can last more or less. Birth is the beginning of life. It can be compared to a kind of creation. Muley refers to a birth in his discourse: Joe?s birth. Because it is a significant episode and it illustrates the beginning of a new life, one?s birth has always been a happy event: ?An? her so proud she bust three cups that night? (l35-6). Becoming a father is a meaningful step in a man?s life. Moreover, a child is the promise of something new: new hopes, a new life. But parents have to take decisions for the wellbeing of their child since they are the only means of survival, and the most important decision might be the one choice of the place where the child is to be born. As far as the land matter is concerned, nationality depends on the place where somebody was born. Therefore, it explains the strong feeling someone can have for the place wher... ...ossible advancement. A kind of hierarchy is present throughout the passage: in life, in society, and with Nature. A person is born, lives and dies. In the countryside, people live thanks to Nature and what it offers its best: a land to work. But in town, people, especially clerks and banks, have another preoccupation: benefit. The passage enhances that money is becoming more and more important, and it will take an important place in people?s life from now on. Between the three characters, a kind of hierarchy is felt too: the child, self-centred, but who wants to learn what life is, the adult, open-minded, who wants to help others, and the old one, desperate and lonely, who has no future but to think incessantly to his past life. A transcendentalist vision can be added to the passage, and then the part played by Nature opposed to the part played by human beings.

Cell Phones: The Good, The Bad, and The Ugly Essay

The prevalence of cell phones in American culture shouldn’t come as much of a surprise to anyone. Cell phone use has risen in the United States from approximately 91,000 users in 1985 to 250,000,000 in 2007 and in 2009 was somewhere in the neighborhood of 280,000,000, which means that approximately 90% of Americans own cell phones. And Americans aren’t the only ones. According to a February 2010 article on www.cbsnews.com, there are approximately 4.6 billion cell phone subscriptions worldwide and that number is expected to surpass five billion by the end of the year. I had to wonder, what are the advantages and disadvantages of 90% of Americans (New York Times, May 13, 2010) and nearly 85% of the world’s population using cell phones? I figure there had to be quite a few advantages for so many people to have cell phones, so I asked around. The number one answer I found was the convenience. Peoples’ ability to be reached at all times, able to reach others at all times, and how fast communication with others has become. Can’t reach someone by phone? Send a text. Text messages are delivered almost instantaneously and there’s no need to leave a message and wait for a call back anymore. Many others cited having a cell phone in case of emergency. According to Pew Internet, in 2006, 74% of cell phone users reported using their cell phones in emergency situations. While cell phone bills are usually not lower than landline bills alone, the long distance cost is significantly less for cell phone users. Long distance costs are included in the overall minute usage for most cell phone subscriptions, whereas many landline providers charge by the minute for long distance calls. As cell phone technology advances, so do the tools available to cell phone users. A growing number of users report using their phones for such things as listening to music, checking email, keeping their daily calendars, making grocery lists, and even keeping track of daily calorie intake. (New York Times, May 13, 2010). There are many organizational tools available on the new generation of â€Å"smart phones† as well as many different navigational tools. GPS locators in phones are subscribed to by many parents of underage cell phone users. Cell phones can also be used as cameras and video recorders and those photos and videos are easily emailed to others or  uploaded to sites such as Twitter and Facebook. Entertainment is even making the list of advantages to having a cell phone these days. As I mentioned previously, users can listen to music on their cell phones, but it doesn’t stop there. Technology has advanced so much that users can now watch television shows and movies on their phones. So it seems I was correct about how many advantages must be out there, but what about the downside? The very first thought I had was about the ban on cell phones in schools and what a huge disruption cell phones must be in the classroom. That issue is just part of the larger issue of the widespread distraction cell phones cause. Everywhere you go you see cell phones in use – in the coffee shop, the movie theater, the grocery store, even church, and while driving. Going back to the cost of cell phones, while heavy long distance users may notice a relief in their long distance costs, cell phones are still on average much more expensive to operate than a landline. There are costs for air time usage, text message usage, broadband usage, music purchases, games purchases, and app purchases, not to mention the dreaded overage costs. Some cell phone companies charge as much as sixty cents per minute for every minute of air time over your allotted plan. Add that to long contracts and hefty fees for cancelling contracts and cell phones become quite an expensive venture. The ever-increasing technology is adding to these costs as well. Newer, smarter phones released every few months are of course attractive to users, but on top of the cost of upgrading phones on a regular basis is the added cost of the service provider’s data package. In order to utilize these newer smart phones, the data package is a requirement and on average costs something like an additional $30 per month. Aside from financial impact, what about health impact? There seems to be quite a bit of worry over the radio frequency radiation given off by cell phones and cell phone towers. There is much argument about whether or not this sort of radiation is of any real concern, but according to www.controlyourimpact.com, there are many very serious health concerns to think about. There are reports that cell phone use can cause disturbances in sleep and concentration, fatigue, and headache. According to a BBC News report (www.news.bbc.co.uk), â€Å"Cell phones damage key brain cells and could trigger the early onset of Alzheimer’s disease . . . Researchers have found  that radiation from cell phone handsets damages areas of the brain associated with learning, memory and movement.† Reports linking cell phones to sterility in men, eye tissue damage, and increased chances of depression and cancer have also been published. In researching the negative effects of cell phones, I happened across some even more sinister effects. Take â€Å"sexting† – â€Å"the act of sending, receiving, or forwarding sexually explicit messages, photos, or images via cell phone, computer, or other digital device. These messages, photos, and images are then often being further disseminated through email and internet-based social networking websites well beyond their original intended recipients.† (www.mass.gov) There have been hundreds of reported cases of sexting – a handful of those cases involving suicide and/or sex offense criminal charges such as child pornography in the cases involving high school students. According to www.msnbc.com, 39% of high schools students admit to sending these types of messages and 48% say they’ve received them. Another very dangerous habit Americans have developed is talking on their cell phone while driving. â€Å"You have four times the risk of being in a crash if you’re on the phone while driving.† (www.myoptumhealth.com) What’s even scarier are the results of a Car and Driver Magazine study that found texting while driving is much worse than driving while intoxicated. The results of this study showed that unimpaired, it took the test driver .54 seconds to brake when indicated to do so. Add four feet to that time for legally drunk drivers, thirty six feet for drivers reading email and seventy feet for drivers reading a text. (http://www.cnbc.com/id/31545004/site/14081545). According to a report by the National Safety Council, 28% of accidents involve talking or texting on cell phones. I couldn’t help but notice that the risks seem to outweigh the benefits considerably, but I also admit that I’m still addicted to my cell phone. There has been some state regulation of cell phone use while driving, but there is little restriction of their use elsewhere and I think there needs to be much more, although, I’m not certain how feasible that would be to accomplish. At any rate, we all make our own choices and we all need to  make smarter choices about our cell phone use.

Personality Analysis on ‘The Breakfast Club’ Essay

Released in 1985 and directed by John Hughes ‘ The Breakfast Club’ is a film about teenagers that seem different on the surface but come to discover otherwise . When five students from different high school cliques are forced to spend their Saturday in detention, the brain, athlete, basket case, princess and the criminal together are faced with the question of who they think they are. The five characters put aside the ir dissimilarities in aid to survive the painful eight hour detention and in the process they discover they aren’t as unalike after all. The Breakfast Club is a n all time classic film that portrays a number of individual and complex personalities. It is visible in the film that each teenager has their own traits and characteristics due to various circumstances such as; environmental and parental influences . The character focus will be John Bender, the so-called ‘the criminal’ of the five teenager s . Upon first glance, Bender seems to be the average high school ‘bad boy’ getting his position in this specific detention for pulling a false fire alarm . This gives viewers th e idea that his character does whatever he can for attention. Bender also has a tendency to say and do things that will get a negative reaction out of a person, by insul ting and antagoni sing every character at some point in the film . By applying Maslow’s hierarchy of needs and B. F. Skinner’s theory of personality you ge t a more intellectual psychological understanding of Bender’s personality. Abraham Maslow developed his Hierarchy of Needs theory in 1954 to help himself and other humanistic theorists to better understand what motivates people. Maslow believed that people are motivated to satisfy specific needs, in saying this he created a five stage pyramid that depicts the order of importance of these specific needs. Maslow has suggested that o nce one need or category is satisfied and fulfilled by person they can then move on to fulfilling the next need . (McLeod 2007) Figure 1 (Maslow’s Hierarchy of Needs diagram- 1954) Thus according to Maslow; if a person does not fulfil their basic physiological needs they lose motivation to satisfy belonging and esteem needs. When this occurs the person feels a disinterest to socialise and make friends, typically leading in said person to become disrespectful and inconsiderate of the feelings of others and their opinion. (NetMBA 2010) Bender is clearly portrayed throughout the film as a person who has failed to meet the first two basic needs of the hierarchy table; refer to figure 1 . In the film, when lunch break is commenced it is showed that Bender has come with no food for lunch, whilst the other characters have all got substantial packed lunches. This could be classified as a sign that shows that Bender’s physiological needs are not being fulfilled. When Bender pulls out a pocket knife during a heated discussion you get the idea that Bender clearly doesn’t feel safe and that he needs a weapon as form of protection, showing that Bender is clearly lacking a sense of security and safety . Further construction of the idea that Bender does not have substantive or rewarding home life takes course when Bender shows the group a scar on his fore arm, given to him by father as mere punishment for accidentally spilling paint in the garage. That being said, it is seen throughout the film that Bender is failing to adequately satisfy his physiological and safety needs, leaving him disinterested in fulfilling social needs and lacking in self-esteem and respect. Bender’s lack of motivation in socialising and making friends is the most dominant aspect of his ‘bad boy’ personality, he constantly insults the other characters in the film about things that genuinely upset them -evidently pushing them away. Bender also suffers from low self-esteem which is why he compensates by putting on a tough, ‘bad boy’ front. You see this through the way in which he dresses, disobeys the Principals orders, constantly challenge s another male character and also in the way that disrespects the school and its property. In behavioural theorist B. F. Skinner’s perspective; an individuals personality development is heavily influenced by their environment and prior experiences (Sincero 2012) , he wrote that ‘A person does not act upon the  world, the work acts upon him’ (Skinner 1971) . Skinner proposed that the development of an individuals personality is largely dependant on the way in which significant adults in their lives would reward or punish then throughout the course of their childhood. (Carter Grivas 2005, p. 407-408) Therefore, children and adolescents raised by abusive and aggressive parents are more inclined to also be come aggressive and hostile towards peers. (Hellesvig-Gaskell n.d) Throughout The Breakfast Club (Hughes 1985) there are multiple scenes that express the negative home life in which Bender is being raised and how it is influencing his personality. In a specific scene Bender imitates a previous heated discussion between him and his father and according to Bender his father called him â€Å"stupid, worthless, no good, goddamn, freeloading son of a bitch. Retarded, big mouth, know-it-all, asshole, jerk† then Bender pantomimes getting punched in the face by his father as a result of Bender retaliating. In a behaviourists perspective this would justify Benders aggressive personality and tendency to lash-out and insult the other characters. When comparing Bender to Brian Johnson; the character portrayed as the ‘brain’ or the nerd of the group, it is visible that as result of polar opposite home environments that Brian and Bender have e qually opposite personalities. Brian’s family are shown as very over supportive and pushy in his school work, yet still compassionate. T his is well symbolised again in the lunch scene of the film when Brian unpacks his nutritious, home-made lunch , whilst Bender has been sent to school with nothing to eat. Brian’s personality comes off as very timid and anxious, and not once throughout the film does Brian retaliate towards Bender when he acts in a hostile or cruel manner- although if the roles were reversed and Brian was acting in a similar fashion toward Bender he w ould lash-out violently or show signs of aggression in return , just as father would to him. By comparing Brian’s personality with Bender ‘s; you come to understand the impact an abusive  home environment and negative parental influences has on Bender’s personality. Al t hough both Maslow’s and Skinner’s theories o f personality assist in better understanding Bender’s character; the two theorists have are entirely opposite perspectives on personality and how it is developed. Behaviourists believe that personality is determined by environment and the way an individual reacts to different stimuli (Sternburg 1995, p.589), whilst Humanistic theories state that personality is a conscious and free choice for the individual to control. (Coon 1998, p.543) Behaviourist s also state that personality is motivated by all kinds of drives, whilst Humanists think that personality is motivated by the want to fulfil self-actualisation. In conclusion, the application of Maslow’s humanistic perspective and Skinner’s behaviour ist views help to understand Bender’s personality efficiently. Discarding the point that both theorists completely contradict one another they both give a deeper explanation into why Bender chooses to be insulting and why he lacks interest in making friends, along with justifying Bender’s rage and aggression struggles. Overall humanist and behaviourist theories on personality assist in the process of understanding and evaluating the personality that makes John Bender of The Breakfast Club. (Hughes 1985) Bibliography- Coon, D 1998, Introduction to Psychology Exploration and Application , Brooks/Cole Publishing Company , California, United States of America. Grivas, J, Carter, L 2005, Psychology VCE Units 1 & 2 , John Wiley & Sons Australia , Queensland, Australia. Hellesvig- Gaskell, K n.d, Parental Influence on Personality , Viewed 12 th March 2014, http://everydaylife.globalpost.com/parental-influence-personality-5605.html McLeod, S 2007, Maslow’s Hierarchy of Needs , Viewed 12 th March 2014, http://www.simplypsychology.org/maslow.html n.a, 2010, Maslow’s Hierarchy of Needs, Viewed 12 th March 2014, http://www.netmba.com/mgmt/ob/motivation/maslow/ Sincero, S 2012, Behaviourists Theories of Personality, Viewed on 12 th March 2014, http://explorable.com/behaviourist-theories-of-personality Skinner, B 1971, Beyond Freedom and Dignity , Hackett Publishing Company, Inc. Indianapolis, Indian, United States of America. Sternberg, R 1995, In Search of the Human Mind , Earl McPeek , Orlando, United States of America. Van Lersel, H, Bradley, K, Clarke, V, Coon, Koerner, J, Montalto, S, Rossborough, A, Spackman-Williams, M, Stone, A 2005, Nelson Psychology VCE Units 1 and 2 , Nelson, Southbank, Victoria.

Law Revision Kit Certified Public Accountants Essay

ALL RIGHTS RESERVED. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the copyright owner. This publication may not be lent, resold, hired or otherwise disposed of by any way of trade without the prior written consent of the copyright owner. Â © THE REGISTERED TRUSTEES STRATHMORE EDUCATION TRUST 1992 INSTRUCTIONS FOR STUDENTS This study guide is intended to assist Distance Learning students in their independent studies. The course has been broken down into eight lessons each of which should be considered as approximately one week of study for a full time student. Solve the reinforcement problems verifying your answer with the suggested solution contained at the back of the distance learning pack. When the lesson is completed, repeat the same procedure for each of the following lessons. At the end of lessons 2, 4, 6 and 8 there is a comprehensive assignment that you should complete and submit for marking to the Distance Learning administrator. SUBMISSION PROCEDURE 1.After you have completed a comprehensive assignment clearly identify each question and number your pages. 2.If you do not understand a portion of the course content or an assignment question indicate this in your answer so that your marker can respond to your problem areas. Be as specific as possible. 3.Arrange the order of your pages by question number and fix them securely to the data sheet provided. Adequate postage must be affixed to the envelope. 4.While waiting for your assignment to be marked and returned to you, continue to work through the next two lessons and the corresponding reinforcement problems and comprehensive assignment. On the completion of the last comprehensive assignment, a two-week period of revision should be carried out of the whole course using the material in the revision section of the study pack. At the completion of this period, the final Mock Examination paper should be completed under examination conditions. This should be sent to the Distance Learning Administrator to arrive in Nairobi at least five weeks before the date of your sitting the KASNEB Examinations. This paper will be marked and posted back to you within two weeks of receipt by the Distance Learning Administrator. ACKNOWLEDGMENT We gratefully acknowledge permission to quote from the past examination papers of the following bodies: Kenya Accountants and Secretaries National Examination Board (KASNEB); Chartered Institute of Management Accountants (CIMA); Chartered Association of Certified Accountants (ACCA).

Profit Margin and High End Segment

Cost Leadership After contemplating many different strategy options and evaluating our markets, the Ferris group decided that we would utilize and follow a strategy discussed in chapter 6 of Wheelen and Hunger’s text[1]: cost leadership. This strategy focuses on â€Å"a lower-cost competitive strategy that aims at the broad mass market and requires efficient scale facilities, cost reductions, and cost and overhead control. This strategy avoids marginal customers, and aims for cost minimization in R&D, service, sales force, and advertising. If used effectively, this strategy should reduce and control your labor and overhead costs. This would in turn decrease variable expenses and simultaneously increase your contribution margins, and ultimately your net profits. To follow this strategy, we decided to take the following actions: 1. We refrained from introducing any new products in order to prevent paying large start-up costs without efficient funding. It would have been wise to introduce a new product if we had more rounds during the simulation.This would have allowed us to specialize in the markets we were efficient in and dropped those that were costing us money. If we were to introduce a product however, to see any benefits of this initiative during the simulation, the product would have had to been launched within the first few rounds. But, spending a lot of borrowed money early on in the simulation did not make sense for our cost leadership strategy. We would have had to wait until we could fund it with our retained earnings in order to be in alignment with our strategy.However, this would not have been an option until the 3rd or 4th year, and by then much too late to see positive benefits by year 6. 2. We remained quite frugal with our allocated expenses to marketing (promotion and sales budgets) to keep our costs low and contribution margins high. 3. We decided to increase our automation for products that did not have rapidly changing market buying criteria specifications (i. e. if expectations regarding size and performance stayed fairly similar throughout the six rounds because their drift rates were small, then we increased automation for that particular line within the first year). . We attempted to use a Just In Time (JIT) strategy which meant that we tried to calculate the exact quantity each market would purchase of our products and we then produced only enough to have no more or no less on hand at the end of each forecasted year. †¢To calculate this precise forecast, in each segment we took the actual sales from the previous year and multiplied it by the market growth rate for the corresponding market segment. We then multiplied that number by a conservative (i. e. 90%) and optimistic (i. e. 10%) rate to get the respective marketing and production forecasts. †¢The only time we produced a little higher than the conservative forecast calculated using the above formula was if we stocked out of an item in the pr evious year and could then expect even higher sales the following year; essentially preventing ourselves from short-changing our forecast for the next year. If this was the case for a previous year, we would be a little more aggressive with our forecast fro the following year and used conservative and optimistic rates of around 90% and 120% respectively. . We decided to decrease the Mean Time Before Failure (MTBF) of those products (The Traditional and Low End segments) in which MTBF as a buying criteria was not very important to the customer to the minimum specification within the acceptable range to the customer (i. e. If the desired range for MTBF was 22,000 – 27,000 for a product that did not base much of their purchasing decision on MTBF, we would set the MTBF for that product at the minimum of 22,000).This was done to keep costs low by decreasing the reliability (which saves money in production costs) of those products in which customers did not care about the MTBF. Ove rall Company Performance Mistakes During the simulation, we made quite a few costly mistakes that put us in a really bad spot in comparison to the other teams. These mistakes are as follows: 1. We missed the opportunity to launch a new product because right out of the gate we were focused on the products we already had and making them all profitable.We were not willing to create a new product until we could finance the investment with our retained earnings instead of taking on debt to finance such a project. The problem was that it took us about 4 rounds to build up a cushion of cash that allowed us to feel comfortable making such an investment. Unfortunately, since it takes 2 rounds to launch a new product, we did not feel that the timing was right after round 4 because we would not have generated profits for the new product by the end f the simulation; we were unable to justify the investment for a long term project with only 2 years left in the simulation. Therefore, we did not m ove quickly enough within the first few rounds in assessing our markets as a whole and making long term investment decisions. 2. My group was also quite concerned with not increasing debt and rather building our retained earnings and collecting cash as a cushion. However, this tactic was not such a great one because it cost us points for wealth creation. We should have been using that saved cash to invest in our company, rather than hanging on to the money. . We never created any long term plans during the simulation. This was probably what hurt us the most because all we were focused on was the previous year’s results and how to make them increase. We never actually set specific goals which would have then forced us to create a detailed plan of action to help us achieve those goals; rather we were blindly just trying to be or stay profitable. 4. We continually implemented the same strategies that were not producing stellar results; especially with regards to individual segme nts.We continually tried executing the same tactics (i. e. low cost, JIT, etc†¦) without changing any details (i. e. more product development, repositioning, etc†¦) and kept hoping that things would get better. Our performance did get a little better within our underperforming segments after about 3 rounds, but not enough to push us ahead of our competition as a whole company. 5. We did not invest in automation for a few lines (Performance and Size) like we should have in the beginning.For whatever reason, a few team members believed that increasing the automation for a line that has a product with specifications that change rapidly from year to year (the High, Performance, and Size segments) was a bad idea. They were convinced that increasing the automation for these segments would be useless and that it would in fact return to where it originally started at each year end. Looking back, we should have dramatically increased the automation for these segments to keep our va riable costs low and in alignment with our strategy. . One of our biggest problems was that we kept making mistakes that cost us immensely. Some of those mistakes include: †¢Wrong Growth Rate. We used an excel spreadsheet to determine the forecasts for each segment throughout the entire simulation. However, we did not realize until we were making decisions for round 4 that the formulas were actually entered wrong into the spreadsheet and every segment was being forecasted at the Traditional segment’s growth rate rather than the actual growth rate that corresponded to each segment. Inversion of Specifications. We accidentally inverted the size and performance specifications for the High End segment during round 3. This dramatically reduced our net profit margin for this particular segment (Please see Exhibit 1). Sadly, this was originally one of our best markets and because of this mistake we missed a huge opportunity to increase our profits and perform well as a company. †¢Long Revision Dates. We did not notice until the round 4 processed that the revision date for the High End segment for round 4 was not until 2 years later.Therefore, we were unable to keep the product for this segment competitive for the remainder of the simulation; especially after our setback in round 3. In fact, this mistake dramatically decreased our contribution margin for this segment and even brought our net profit margin for the segment to a deep negative (Please see Exhibits 2 & 1 respectively). Again, we dramatically messed up one of our best selling products and were continually trying to play catch-up from our mistakes with this line; therefore, we missed a huge opportunity to increase our profits.Performance Measures To determine whether or not our company was doing well, we assessed a few areas of the Capstone Courier: 1. Contribution Margin Percentage (Please see Exhibit 3). We looked at this percentage after each round was processed to determine whether or no t it was increasing. If it was not increasing, we knew that our strategy of lowering our costs was not effective for the round in question; alerting us to lower our costs. 2. Contribution Margins (Please see Exhibit 2). We looked at the contribution margins for each segment to concentrate on each individually.Looking at whether or not the segment in question was increasing or decreasing was effective because it showed us which products were costing us the most in variable costs (i. e. materials, labor, etc†¦); showing us which segments we needed to cut costs for. 3. Net Profit (Please see Exhibit 4). This was our first indicator on the courier as to whether or not we did well in the previous round. We started off doing pretty badly but by round 3, we brought our net profits up by about $5,200 from round 1. However, the mistakes mentioned above led to dramatic decrease the following year 4 that put us in an even worse spot than we were after round 1. Luckily, we made strides to overcome those obstacles (discussed below in the Product Line Performance section) which increased our profits the following year by almost $9,500. 4. Net Profit Margins (Please see Exhibit 1). This measure was quite useful in determining how our net profits could be assessed for each segment. This told us the story of which products were profitable, which were most profitable, and which were actually costing us money to sell.Our goal for each round was to have each of the segments positive and turning a profit; which we accomplished in rounds 5 and 6, finally. Product Line Performance Errors We had many issues and made many errors with my particular line (High End – Fist) as mentioned above. During round 3, we inverted the performance and size specifications. In addition, during round 4 we did not realize that our revision date was 2 years away; this meant that my product was unable to be competitive within its segment for 3 rounds and the remaining year was spent catching u p to the competition.Once the mistakes were made, there was nothing we could do to correct our mistake. However, we did try to redirect our focus from staying competitive 100% within the High End segment with Fist, to using this product to be more competitive within the Traditional segment during round 4 while our revision date neared. To do this, we dropped the sell price from $39. 00/unit to $28. 00/unit. We did this for a couple of reasons: 1. Fist lay most closely to the Traditional product on the perceptual map.Therefore, we figured we would make the most of our mistake, which could not be undone, by trying to stay competitive on the edge of both the High and Traditional markets. 2. Luckily, the lowest price within the range for the High End segment was $28. 00/unit and the highest price within the range for the Traditional segment was $28. 00/unit as well. For this reason, we decided to sell Fist during the segments’ crisis at a price that was acceptable for both market s; this was done in hopes of picking up customers from each market since we were well aware that we would not be very competitive during round 4 within the High End segment.Statistics/Performance Below is a table to show that we were steadily climbing in our progress for Fist during the first 2 rounds and then our mistakes made this segment unprofitable during both rounds 3 and 4 (highlighted in grey) and decreased within every statistic (our customer satisfaction dropped due to the product not being competitive in the High End market, our contribution margin percentage dramatically decreased due to fewer sales/revenue, and our market share almost completely disappeared).During rounds 5 and 6, we were slowly climbing our way back to a profitable position for this segment; once we were again able to reposition Fist within the High End market we started to improve. High End Segment (Fist) Statistics Round123456 Revenue$21,615$27,099$17,301$22,253$23,470$32,026 Market Share19%20%11%6%1 2%17% Contribution Margin$7,823$9,624$4,735$4,105$6,698$9,929 Contribution %36%35%27%10%28%31% Net Margin$2,628$3,689($1,403)($1,028)$1,814$4,449 Customer Score242910111815 Functional Area Strategies and Performancelo0Due to my expertise with regards to my educational focus and previous work experience, my functional area was marketing (alongside Ashley Barnes). Unfortunately, we were not well informed about how to maximize our marketing efforts/investments (promotion and sales expenses) for the simulation until round 4. Promotion and Sales We initially remained quite frugal with our promotion and sales budgets to keep our costs low and contribution margins high in order to follow our cost leadership strategy previously.However, by investing larger amounts into sales and promotion within the first two rounds, we would have better followed our strategy. This would have been the case because we would have paid less in expenses in the later rounds since we would’ve only had to i nvest enough to maintain our accessibility and awareness percentages after the initial higher investments; essentially reaping more benefits in the later rounds of our early investments. After we learned of the formulas for producing good customer survey results however, we did quite well in certain segments.For example, we blindly allocated money to our Size segment during the first 3 rounds and slowly climbed our customer survey score. However, once we learned how to use the formulas given in the Capstone Debrief Rubric, we were able to go from a customer survey score of 16 in round 3, to a 50 in round 4, and even higher to a 57 in round 5. The formula we used came from the Capstone Debrief Rubric and stated that in order to get: †¢3 Points – The promotional budget had to lie in between $1. 4M and $2M. The Sales budget had to lie in between $2. 2M and $3M. 2 Points – The promotional budget had to lie in between $1M and $1. 4M or in between $2M and $2. 5M. The Sa les budget had to lie in between $1. 5M and $2. 2M. †¢1 Point – The promotional budget had to lie in between $. 7M and $1M or in between $2. 5M and $3M. The Sales budget had to lie in between $. 7M and $1. 5M. †¢0 Points – The promotional budget had to be lower than $. 7M or higher than $3M. The Sales budget had to be lower than $. 7M or higher than $3M. Once we started to use these formulas, we were able to allocate the right amount of funding to each segment that was appropriate.For example: if a certain segment was projected to lose money by allocating $1. 4M to the promotional budget to get the full 3 points, we would cut the budget to about $1M and still be able to get 2 points without jeopardizing our contribution margin. This is proven in the Capstone Debrief Rubric; we were allocated 3 points to our higher performing segments (Traditional, Low, and High) for rounds 4, 5, and 6 but were only granted 2 points for our lower performing segments (Performan ce and Size).In addition, we always strived to keep our size and performance specifications at exactly the current buying criteria plus the drift rates outlined on page 2 of the Industry Conditions Report. This would keep the product at what the customer expected so that they were receiving what they were asking for. Customer Buying Criteria We made it a priority to keep our prices as high as we could in each segment without disappointing our customers; this was our way of aligning our marketing strategies with our overall company strategy of cost leadership.We noted what criteria were most important to the customer to determine if we could increase our prices for each product. For example: Price was the least important buying criteria within the Size segment; meaning that these customers were not as sensitive to price changes/increases. Therefore, we were able to charge closer to the high price for the Size segment product (Fume) because this increase would not really affect the ma rket buying decisions for the Size segment; much unlike the Low End segment