Three Major Themes in Don Quixote

One of the most obvious themes in Don Quixote de la Mancha is that of nostalgia. However, in Don Quixote, what has traditionally been regarded as the central thrust of nostalgia: that it represents a longing for a time which can never again exist or be recaptured, is altered through the use of irony to represent a form of moral idealism. In other words, the particular â€Å"flavor† of nostalgia represented by Cervantes is that of a longing for a moral and ethical past which are considered (ironically) not as ideals of an unattainable past, but as a conception of pragmatic moral instruction.Of note is the personal intimacy with which Cervantes invests his character, Quixote's, conception of a moral idealism which appears readily available and complete in the annuls of antiquity: â€Å"he fell into one of the strangest conceits that ever entered the head of any madman [†¦ ] that he should commence knight-errant, and wander through the world, with his horse and arms† (Cervantes Saavedra 23). The summoning to moral action is based, in actuality, in a sense of personal pride and self-aggrandizement: â€Å"that by accomplishing such enterprises he might acquire eternal fame and renown† (Cervantes Saavedra 23).This latter admission forms the key to the ultimately ironic unfolding of Quixote's nostalgic sense of morality in that it reveals that he, Quixote, never grasped the essential nature of the chivalric morality he idealizes in that he sought fame and recognition rather than purely service to the chivalric code itself. In this way, Cervantes indicates that nostalgia does exert a prohibitive influence on pragmatic application and behavior, but this is only revealed through the irony of Quixote's attempts to literalize a moral code which is, in fact, lost in the mists of antiquity.Further irony emerges from the theme of classicism. This theme may be considered closely aligned with the theme of nostalgia because, given the predilection of Qu ixote for self-aggrandizement, it is only natural for the alert reader to assume that Quixote's â€Å"madness† is born out of an inferiority complex. This natural assumption will be grounded not only in the picaresque action of the plot, but in the portrayal of the internal moral â€Å"compass† of the characters in the story.A good example of how Quixote's â€Å"madness† functions as a portrayal of classicism is the passage where Quixote fantasizes that a brothel is actually a castle: â€Å"he fancied it to be a castle, with four turrets and battlements of refulgent silver, together with its drawbridge, deep moat, and all the appurtenances with which such castles are usually described† (Cervantes Saavedra 28). The madness of Quixote allows ironic inversion of the dominant social order.Thsi tendency (theme) is carried out throughout Don Quixote as a whole with peasants and working-poor taking on roles traditionally associated with the upper-classes. Closel y aligned to the theme of classicism is the the theme of chivalry itself. Given the foregoing descriptions of Cervantes's ironic use of nostalgia and the inversion of the social order, one would expect, and rightly so, that the most obvious theme of Don Quixote, the theme of chivalry, is also intended to be perceived as ironic.The full realization that even Quixote's â€Å"mad† idealization of the past refuses to admit legitimate moral perception through into the world, despite, that same vision exposing the hypocrisy and injustice of the â€Å"present day† world, is a realization which seems to undermine Quixote's stature as an ironic hero. However, when Quixote himself renounces chivalry, his heroic stature is fact, increased, and his character given a final seal of integrity. When he proclaims : â€Å"free from those dark clouds of ignorance with which my eager and continual reading of those detestable books of chivalry had obscured it.Now I perceive the absurdity and delusion of them,† (Cervantes Saavedra 939) Quixote is in fact vocalizing his inner-realization that nostalgia, and chivalry were themselves aspects of the very classicism which, in the beginning, ignited his inner feelings of inferiority. He realizes that chivalry is not a release from the injustices of the present, but merely the past's method of empowering the same social inequalities and injustices which flourished in chivalry's historical decline.

Analysis of Beyond Budgeting by Jeremy Hope

In the book â€Å"Beyond Budgeting,† author Jeremy Hope gave an altogether different conceptualization of the significance of budgeting on effective management. In it, he emphasized the need for better and well-thought out budgeting plans in order not to sacrifice the management decisions and ultimately, the efficient performance of a company or organization. The author aimed to create a strong argument illustrating this objective-that is, the relationship of budgeting with management-and successfully achieved this by centering his attention to the rudimentary, yet essential, details of budgeting in a more comprehensible manner. The book, in effect, was organized into three parts: firstly, an analysis of budgeting; secondly, on management; and finally, the role that budgeting plays on effective management. One of the revolutionary ways in which budgeting was transformed in the book was by assigning the term â€Å"performance management process,† which connotes a more interactive and holistic approach to budgeting. Thus, by changing the terminology commonly known as â€Å"budgeting† for â€Å"performance management process,† budgeting has ceased being a financial process and concept. Another objective that the change in terminology achieved was that it was able to weaken, if not altogether eliminate, the negative associations given to budgeting, such as its being â€Å"too cumbersome and expensive,† ‘not meeting the needs of either executives or operating managers,' and the propensity for budgeting to become unrealistic and â€Å"unacceptable† for the organization's or company's actual operations. The field of management is strongly affected by budgeting, according to Hope. He cites instances wherein budgets become â€Å"fixed performance contracts,† which need to be accomplished without much thought about its eventual effects on the company's performance. Indeed, the author elucidated his point clearly when he stated that â€Å"†¦ budgets have since been hijacked by a generation of financial engineers that have used them as remote control devices to ‘manage by the numbers'. † In this statement, Hope expresses his disapproval on the seemingly simplistic and generalized manner in which budgeting is accomplished nowadays. Evidently, budgeting has become computerized, losing the â€Å"human element† that makes it more logical and in touch with the organization/company's operations and performance. A reinstatement of the active involvement of managers and executives in budgeting is need, the author asserted, in order to eliminate problems such as ‘failing to address current competitive imperatives' and incompatibility of the budget with the organization's daily operations. It was through the â€Å"beyond budgeting† technique that Hope proposed the merging of budgeting and management into â€Å"performance management process. † This process will then become the new method where financial planning would become more â€Å"adaptive† and â€Å"decentralized†-that is, planning will come not only from the managers and executives, but also from the members of the organization themselves, who experience the daily problems of the company/organization. This â€Å"adaptive process† involves targets, rewards, plans, resources, coordination, and controls as its key elements towards creating a more efficient, realistic, and feasible financial planning. Moreover, â€Å"beyond budgeting† budgeting actually means a conscientious effort to put into the plan a holistic account of the company/organization's needs, based from its technology and members/employees.

Reactions to Extreme Danger

Reactions to danger vary greatly in different types of situations and different types of people. A few known reactions to grave danger are actually in pairs of completely opposite reactions. What I mean by that is that is that in a moment of distress, one can act in ways that are completely different from each other. For example, one can either freak out or stay calm,, freeze or keep going, run or stay, ect. These actions, of course, depend on the person, place, and situation. There are dozens, probably hundreds, of different situations in which danger is present.Some usual situations are things such as kidnappings, fires, assaults, shootings, and being held hostage. Although some people may react calmly to a given dilemma, others may completely freak out in the spur of the moment and go to extreme measures in order to get out. Some of these extreme measures include doing things you may regret for the rest of your life. An example of these extreme choices is killing. Suppose you†™re being held hostage. The only way to survive is to kill your holder and run away.If you’re desperate, you’ll probably do it. Another example of these extreme measures is cannibalism. People usually resort to this when they are stranded and desperate for food. If a person dies, the best thing to feed the rest is to eat the body of the deceased. Psychosis can sometimes set in after such events. But as they say, desperate times call for desperate measures. All in all, different reactions to different types of danger vary depending on the person and situation. Usually, saving your life will be the ultimate goal.You’ll do anything in order to get out of the situation quickly and safely. One can even resort to the extreme measures mentioned previously. Killing and cannibalism are also usual choices people make to save their or a loved ones life. We as humans sometimes feel the need to protect not only ourselves, but others as well. The human mind and body can do great things when distressed. For example, a mother can lift a car under which her infant child is lying. In that case, saving her child’s life is the ultimate goal.

Course is called Public Speaking. The topic is Wearing seatbelts in a Essay

Course is called Public Speaking. The topic is Wearing seatbelts in a car. Safety - Essay Example One in seven car occupants wear seat belts while in a car this translates to only 14.28 per cent of occupants. According to the Centers for Disease Control and Prevention, automobile accidents are the single leading cause of deaths of people aged between 5 to 34 years in the USA. In the year 2009, 33000 people died from automobile accidents and 2.2 million others were injured as a result (Center for Disease Control and Prevention, 2014). Wearing a seat belt prevents passengers and drivers from being thrown out of the vehicle on impact during an accident. Furthermore, it prevents fatal injuries to the occupants of the car. Even though a car is equipped with airbags these alone cannot protect occupants of the car, seat belts are required to prevent serious injury. Lack of wearing seat belts while in a car can lead to serious injuries and worst of all death. I therefore pose this question to you, are you in the 14.28 per cent category that buckles their seat belts? To prevent the deaths caused by not wearing seat belts there needs to be strict enforcement of seat belt laws by law enforcement. Most states have seat belt laws; which fall in the category of either primary or secondary, with only 19 states with no such legislation. Primary laws stipulate that a police officer should pull over a driver and issue a ticket because he or other occupants of the car are not wearing their seat belts. On the other hand, secondary laws have it that police officers can issue a ticket for seat belt violations only if the driver of the car had been pulled over for other traffic offences. Furthermore, fines to be paid need to be increased so as to deter any traffic offenders from repeated offences (Center for Disease Control and Prevention, 2014). Enforcement of these laws is the key to preventing the deaths of car occupants involved in accidents. Seat belts prevent injury in numerous ways. They restrain the strongest

2.Critically evaluate the suggestion that individuals can use leisure Essay

2.Critically evaluate the suggestion that individuals can use leisure and tourism to form and express their identity - Essay Example â€Å"The issue of identity is omnipresent in discourses on tourism - not only in academically informed discourses on tourism, but also in discourses from inside the tourism system, i.e. the local participants - as the contributions by Bras, Schlehe, Senft, and Venbrux exemplify.† (Dahles H, Meijl T, 1999) Everyone has the right to rest on a daily, weekly and yearly basis, and the right to the leisure time that enables them to develop every aspect of their personality and their social integration. Clearly, everyone is entitled to exercise this right to personal development. The right to tourism is a concrete expression of this general right, and social tourism is underpinned by the desire to ensure that it is universally accessible in practice. Studies of leisure and tourism can be located within the social sciences – we can understand tourism and leisure from psychological and sociological approaches. Psychology seeks to understand the individual – in tourism most studies surround the issue of motivation. Sociology seeks to understand societal influences on individual behaviour. Two main strands of sociology - structuralism (consensus and conflict theories) and social action theory (interactionism, phenomenology). Rise of consumption society - leisure and tourism as forms of consumption. An emic primacy given to lifestyle in participant accounts: Some would look at me as a bum; I would feel a bit sorry for them if they look at me like that. What’s really developed in my real lifestyle. (Max, English, 40, 17 years lifestyle travel [LT]) Travelling was so much introduced to me as a baby that it became much more of an option as a way of life. There’s no year in my life that hasn’t involved travel. This type of movement and constant change is very much a part of me and my lifestyle. (Tamara, Canadian/Indian, 34, 17 years LT) â€Å"Young people’s increased leisure opportunities can actually keep them in their parents’ house because they spend

Plastic Surgery Research Essay Example | Topics and Well Written Essays - 2750 words

Plastic Surgery Research - Essay Example procedures include making the breasts larger (augmentation mammoplasty) or smaller (reduction mammoplasty), removing pockets of fat from specific areas of the body (liposuction), reshaping the nose (rhinoplasty), and others. On the other hand, the purpose of reconstructive plastic surgery is to correct defects on the face or body such as birth defects like cleft lips and palates and ear deformities and traumatic injuries like those from dog bites and burns. Although the number of people choosing to have plastic surgery has increased in recent years, plastic surgery especially cosmetic surgery should be banned because it causes people to have unrealistic and unattainable expectations, it is risky, addictive, expensive and According to statistics released by the American Society of Plastic Surgeons, 19.3 million plastic surgeries were performed in the United States in 2011 (Statistics - The American Society for Aesthetic Plastic Surgery). Of this, cosmetic plastic surgery procedures accounted for 13.8 procedures while reconstructive plastic surgery procedures accounted for 5.5 million procedures. Both cosmetic and reconstructive plastic surgery procedures showed a 5 percent increase when compared to 2010. This information is pertinent as it reveals two interesting facts. The first is that plastic surgery procedures are spiraling at an alarming rate and the second interesting observation is that cosmetic plastic surgery procedures accounted for 71.5 percent of the total. As we all know, cosmetic plastic surgery is performed for aesthetic improvement only and not to treat physical ailments. Medicine’s social mandate is to improve health. Thus, cosmetic plastic surgery contradicts this mandate as it only improves people’s appearances but not their health. It is not necessary from a medical standpoint and no one will die without this procedure. Since it does not improve our health, cosmetic plastic surgery should be banned. Plastic surgery, as we know it today, has

Societal Forces Affecting Science Essay Example | Topics and Well Written Essays - 250 words

Societal Forces Affecting Science - Essay Example Half were given an application from a â€Å"male† applicant. The other half were given the identical application, from a â€Å"female†. The allegedly female applicant was consistently marked as a less competent and less likely candidates than were the allegedly male applicants (Yuriewicz). Thus, gender bias definitely exists in the scientific community, and it blocks equality of opportunity (Yuriewicz). Masculine bias would obviously shape the field of science significantly. The findings strongly indicated that female scientists also rated male applicants as more competent and more likely candidates (Yuriewicz). This indicates that the bias in those who pride themselves on objectivity is sub-conscious, and unquestioned. This effect can and should be minimized through gender bias awareness training, and through a more objective applicant screening process, one carried out by a computer program, for example. A positive influence bias in science is the strong bias for journal publication and citation search indexes to include only English research articles (Granda-Orive, Solano-Reina and Jimenez-Ruiz 104). There is a negative influence, in that language, not quality, positions papers to be cited and quoted (104). Yet, there is a positive influence in that language and thought are closely intertwined, and it is beneficial to the advancement of scientific knowledge for there to be a global base from which to theorize. Replication is part of the scientific method, so common language brings common understanding and a common framework within which to communicate. The negative effect can and should be minimized by maintaining a citation database for non-English papers, but the positive influence of this bias outweighs the negative impact, and should be

CIS333 Week 8 Assignment 2 Coursework Example | Topics and Well Written Essays - 1250 words

CIS333 Week 8 Assignment 2 - Coursework Example It is also vital to bridge protocol in the organisation in case of an extreme emergency that would otherwise cost the groups dearly. The organization should have a means to prevent such attacks when they occur, for example, having a backup plan. Rooms with sensitive information like the server rooms should have steel doors and enabled biometric system to authenticate users to the room. They should also be locked with huge padlocks to avoid physical attacks by insiders. It is also necessary to have alert systems when there is any bridge being noticed in the organization. Implement as software that informs the administration in case power, for example, goes below the required amount. Failing systems are set with warning systems such as an imminent failure in the hard drives of the organization. It is also necessary to have corrective means to bring back a damaged or altered system back into its original course of action. For instance, the organization should have data recovery mechanisms in case of vital data disappearing. The history of any organization depends on facts gathered over time. Every process of the society is documented and stored as data. Such information is vital to knowing the organization’s current state, compare it to its past and to make correct future predictions. Data faces physical security threat where somebody walks into an office and transfers the information they want. Others break rooms to get these resources while others just need to be on the internet to access them. To maintain such data, we need physically to protect their locations. It includes the use of steel doors, heavy hinges and padlocks.It is also necessary to employ new means of identifying persons who have permission into these offices. We need to use biometrics to identify bonafide members (Bosworth & Kabay, 2002). Also, employ the use of encrypted passwords to unlock such doors. For instance using MD5, which is a very useful

Engineering communication Essay Example | Topics and Well Written Essays - 500 words

Engineering communication - Essay Example This will definitely lead to higher levels of enrollment of graduates due to increased numbers of students joining the institution. Operating hours-The free transport will be offered at regular intervals during the day. A regular interval of three hours starting from (0800-2200hrs) will be introduced to ensure every person`s need is catered for. This will let students have more time to study especially in the mornings because they will no longer have to trek to educational facilities like the library and lecture halls. Bus stops-The buses will make stops at various academic buildings, staff facilities, graduates residences, undergraduate residences and certain shopping centers. The stops at shopping centers will be essential as it will let students do some shopping and save them costs of hiring taxi`s. These stops will mainly be carried out at the evening hours of the day (1800-2200hrs). Costs-To be effective, the buses should be low –floor, fully accessible and run on biodiesel fuel due to many trips they are to make everyday. This will avert many costs because the buses consume readily available form of fuel extracted from plants which are readily available in the country. This is a better source of cleaner energy that is less pollutant to the environment. Safety-To ensure safety of every person, every person should produce a form of identification showing that he or she is eligible to board the bus. Then a search is to be conducted to person`s boarding the bus using a special equipment to detect any an unallowable devices that may be used to threaten the security of persons in the bus. Furthermore, the buses should be equipped with global positioning instruments to track positions of buses at any time to prevent mismanagement and control usage. Also the buses should have regular inspections for them to be compliant to operate on the roads. They should have an insurance cover too. Drivers and other

Terrorism in Nigeria Essay Example for Free

Terrorism in Nigeria Essay Nigeria is a country in the West of Africa with an interesting population of over 160 million people. A British Colony, Nigeria was hitherto peaceful and seen as key to African development and interests. Such has been the opposite of the true state of the supposed Giant of Africa since gaining independence in 1960 and declaring a Republic in 1961. After years of Military Dictatorship and coups left the country under-developed for much of her early post-independent years, Democracy was returned to the Oil rich Nation. The country divided across religious and ethic lines with the North dominated by Muslims, and the South by Christians. The country’s major trade partners include the USA and UK. The early independent kingdoms and states that make the present day British colonized Nigeria are; i. Benin Kingdom ii. Borgu Kingdom iii. Fulani Empire iv. Hausa Kingdoms v. Kanem Bornu Empire vi. Kwararafa Kingdom vii. Ibibio Kingdom viii. Nri Kingdom ix. Nupe Kingdom x. Oyo Kingdom xi. Songhai Empire xii. Warri Kingdom The name Nigeria was suggested by a British Journalist Flora Shaw in the 1890s. She referred to the area as Nigeria, after the Niger River, which dominates much of the country’s landscape. The word Niger is Latin for black. Nigeria has over 250 ethnic groups, which the three major and internationally recognized are Hausa, Yoruba, and Igbo. Other smaller groups include the Fulani, Ijaw, Kanuri, Ibibio, Tiv, and Edo. Prior to their conquest by Europeans, these ethnic groups had separate and independent histories; hence their amalgamation was a construct of their European Colonizers. That singular act of amalgamation has proved costly year after year as communal, religious, and ethnic clashes characterize the present-day  Nigeria. With porous borders on the West to Benin, North to Niger and Chad, and on the East to Cameroun, clashes often than not spiral out of the shores of Nigeria to neighbouring countries. Nigeria gained independence from Britain on 1st October, 1960 and following independence, vicious fighting between and among ethnic political parties created chaos within the fledging system. On the 15th of January, 1966, a group of army officers most of whom were Igbo staged a military coup, killing many of the government ministers from the Western and Northern tribes. Six months later, Northern forces within the military staged a countercoup killing most of the Igbo leaders. Note that Nigeria’s persistent ethnic rivalry is deep rooted and dates back to colonization. From Arewa Consultative Forum (ACF) in Northern Nigeria, to the Militants in the Niger Delta (Southern). The Afenifere in Western Nigeria to MASSOP in the East, continuous calls for disintegration and de-amalgamation by the aforementioned groups underlines the many ethnic divide and challenges facing Nigeria since creation. The current sophisticated attack on government institutions by an Islamic extremists group popularly known as Boko Haram (Western Education is Sin – Islam) buttress the notion that agitations from these groups have long departed from mere campaigns and media sponsored attacks. Suicide bombing that once was alien to Nigeria now characterize an already tensed and over-stretched system. Nigeria’s quest to quell all form of ethnic aggression and divide will most undoubtedly succeed if the Government looked into the origin and distinctions of the diversities rather than combating a generational dissent.

Jesus Is Really Present In The Eucharist Religion Essay

Jesus Is Really Present In The Eucharist Religion Essay We can argue that the Eucharist is a mystery. But what is the source of the Churchs teaching about the Holy Eucharist. We cannot see any sign of Jesus presence in the Holy Eucharist with our external eyes. Furthermore, the presence of Christ in the Eucharist is not something that can be discerned by scientific or physical examination. Instead it can only be realized through the eyes of faith. Here I am going to decipher more on the divine revelation as found in the sixth chapter of St. Johns Gospel. In John 6:55-56, Jesus clearly stated that, For my flesh is true food, and my blood is true drink. Whoever eats my flesh and drinks my blood remains in me and I in him. It was very specific on the explanatory the Real Presence of Jesus in the Holy Eucharist as St. John stated it in his Gospel. The Catholic Church has always taken Jesus at His word, which is why the Holy Eucharist is defined as the real body and blood of Christ in the Eucharist. Thus, Jesus Christ is present in the Holy Eucharist and is the core of the life of the Church. One can say that the breaking of the bread tradition has undergone changes through centuries, but the faith behind this has not been changed because we strongly believe the Real Present of Jesus Christ in the Holy Eucharist. Jesus is present in the Eucharist so that the people may experience that God loves them. Barton argues that God the Father sent Jesus Christ the spiritual food so that we may enjoy the love of God and when we view him as giving his flesh to eat, it is by the precious bounty of his own love towards us.  [1]  The USCCB also confirm the same teaching that the Jesus gives himself to us in the Eucharist as spiritual nourishment because he loves.  [2]  Furthermore, the Vatican II Constitution on Sacred Liturgy also explains the Real Present of Christ in the Holy Eucharist as Christ is present in the Church. Particularly Christ is present when the Church prays and performs the work of mercy. The presence of Jesus in the Eucharist enlightens our hope and strength by its mysterious power and our faith. It is the sign of His grace for us. He revealed himself in the Holy Eucharist so that we may share the banquet with God. When the priests celebrate the Eucharist, we remember the Real Presence of Christ in our midst. The Catechism of the Catholic Church says that, The command of Jesus to repeat his actions and words until he comes does not only ask us to remember Jesus and what he did. It is directed at the liturgical celebration, by the apostles and their successors, of the memorial of Christ, of his life, of his death, of his Resurrection, and of his intercession in the presence of the Father (1341). In a pastoral response: the fact is that Christ is present in the Holy Eucharist avails much. If there is no avail, then the Son of God incarnated for no reason, He died for no reason, and He rose from the dead for no reason. The presence of Christ in the Holy Eucharist profits us more than anyone thing else in the world. It gives us the meaning to our Christian life. In short, the mystery of the Holy Eucharist leads us to the intimate relationship with the Lord, Jesus Christ. And finally, the presence of Jesus in the Eucharist enlightens our hope and faith in our Christian life. With this, our faith becomes stronger and stronger every day. In how many ways is Jesus really present in the liturgy? The Vatican II Constitution on Sacred Liturgy stated that there are six ways Jesus really present in the liturgy: there is also a real presence of Christ in the ministry of the word, there is a real presence of Christ in the liturgical assembly, there is a real presence of Christ in the priest in liturgical service, there is a real presence of Christ in the souls of the just, there is a real presence of Christ in the sacraments, and finally, there is a real presence of Christ in the Eucharist.  [3]   There is the proclamation of the word of God that is a source of communion and it proclaims the arrival of Gods reign. That is to say, the real presence of Christ is in the ministry of the word. It is the daily experience of the church whenever she proclaims the presence of the Lord by adoration publicly and privately. As Lash says, He is present in his word, since it is he himself who speaks when the holy scriptures are read in the Church.  [4]   Christ is amidst when there are two or three assembled in His name (Matthew 18:20). In this communion, the congregation gives thanks and praise for the wonderful works of God and all the blessings and graces that Christ has for us. The communion calls all the people to share a life that is divine as well as God invites all the people to share the divine life of His Son. We come to make present and to remember the memory of Christ our Lord in our midst.  [5]  We come to acknowledge the genuine presence of Christ, fully human and divine, in this communion. In addition, we are also called to recognize his presence, not only in the communion, but also in the just soul. By the sacramental consecration, the priest is configured to Jesus Christ as head and shepherd of the church. He is endowed with a spiritual power which is shared in the authority with Jesus Christ. In his Encyclical letter on the Eucharist, Pope John Paul writes regarding the identification of the priest to Christ, the ministerial priest acting in the person of Christ brings about the Eucharist Sacrifice.  [6]  Therefore, the church accepts that the ministerial priesthood is apostolic and empowered by Jesus Christ to go out into the world and to sanctify all. During the liturgy, there is also the presence of Christ in other sacraments. In short, the presence of Christ is in all seven sacraments: Baptism, Communion, Confirmation, Matrimony, Anointing of the Sick, Holy Order, and the Sacrament of Penance. For this reason, Christ instituted and entrusted this sacraments to the Church. Finally, there is a real presence of Christ in the form of bread and wine. In the Eucharist, Christ is present in the fullness of His being. The USCCB says, the whole Christ is truly present, body, blood, soul, and divinity, under the appearances of bread and wine-the glorified Christ who rose from the dead after dying for our sins.  [7]  The real presence of Christ in the Eucharist comes about through transubstantiation. The bread and wine remain as it is, but the substance changes. In short, Christ will to be present in the bread and wine. It is a work of God that make the bread and wine become His own food. Criteria for Assessment Regarding to my answers, I believe that I accurately and appropriately explained my answers. In this paper, I also included pastoral and theological responses in a responsible way. Most of all, I used different sources to support my answers as much as possible. I strongly believe that with the assessment requirements I have fulfilled in answering all the need. GOD BLESS AND HAVE A GOOD DAY!

Humanity Exposed in Mark Twains Adventures of Huckleberry Finn Essays

Humanity Exposed in The Adventures of Huckleberry Finn People are the picture of contrast, sometimes strong and heroic and other times weak and lamentable. In the novel, The Adventures of Huckleberry Finn, Mark Twain illustrates both the good and the disagreeable portions of human nature. The good side of humanity is shown through his depiction of peoples' courage. The irrationality of mankind is exposed through the actions of characters in the novel. The unproductive self-serving attitude of many people is also shown in Huck Finn. The benign and malevolent faces of humankind are shown through people's courageousness, senselessness, and selfishness. Mark Twain displays good in humanity through depictions of courage in the characters of Huck Finn and Jim. Huck Finn was certainly one of the bravest characters in the book to have faced all of his adventures. When he and Jim happened upon a crashed steamboat, "The Walter Scott", and discovered a ruthless band of cutthroats, Huck had the courage to try and stop them. Huck said, "But if we [Huck and Jim] find their boat we can put all of 'em [the cutthroats] in a bad fix-for the Sheriff 'll get 'em" (Twain 90). Huck had the fearlessness to risk his own life to bring several murderous criminals to justice. The character Huckleberry Finn displayed the human virtue of heroism when he decided to free Jim from the clutches of the Phelps family. Although he thought it would cost him his soul, Huck had the courage to follow his heart in freeing Jim as summed up by his thought, "All right, then, I'll go to hell"(Twain 273). Twains other main character besides Huck Finn is a runawa y slave. This slave, Jim, exemplified true courage. When Jim decided t... ..., I reckon we'd come to consider him our [King and Duke's] nigger; yes, we did consider him so-goodness knows we had trouble enough for him"(Twain 275), shows that they will not help any one without getting something in return, and that they did not view Jim as a person to respect. In the novel The Adventures of Huckleberry Finn, Mark Twain illustrates several traits that are common in mankind. Among these traits are those that are listed in this essay. Through characters in the story Twain shows humanity's innate courageousness. He demonstrates that individuals many times lack the ability to reason well. Also, Twain displays the selfishness pervasive in society. In The Adventures of Huckleberry Finn, many aspects of the human race are depicted, and it is for this reason that this story has been, and will remain, a classic for the ages. Humanity Exposed in Mark Twain's Adventures of Huckleberry Finn Essays Humanity Exposed in The Adventures of Huckleberry Finn People are the picture of contrast, sometimes strong and heroic and other times weak and lamentable. In the novel, The Adventures of Huckleberry Finn, Mark Twain illustrates both the good and the disagreeable portions of human nature. The good side of humanity is shown through his depiction of peoples' courage. The irrationality of mankind is exposed through the actions of characters in the novel. The unproductive self-serving attitude of many people is also shown in Huck Finn. The benign and malevolent faces of humankind are shown through people's courageousness, senselessness, and selfishness. Mark Twain displays good in humanity through depictions of courage in the characters of Huck Finn and Jim. Huck Finn was certainly one of the bravest characters in the book to have faced all of his adventures. When he and Jim happened upon a crashed steamboat, "The Walter Scott", and discovered a ruthless band of cutthroats, Huck had the courage to try and stop them. Huck said, "But if we [Huck and Jim] find their boat we can put all of 'em [the cutthroats] in a bad fix-for the Sheriff 'll get 'em" (Twain 90). Huck had the fearlessness to risk his own life to bring several murderous criminals to justice. The character Huckleberry Finn displayed the human virtue of heroism when he decided to free Jim from the clutches of the Phelps family. Although he thought it would cost him his soul, Huck had the courage to follow his heart in freeing Jim as summed up by his thought, "All right, then, I'll go to hell"(Twain 273). Twains other main character besides Huck Finn is a runawa y slave. This slave, Jim, exemplified true courage. When Jim decided t... ..., I reckon we'd come to consider him our [King and Duke's] nigger; yes, we did consider him so-goodness knows we had trouble enough for him"(Twain 275), shows that they will not help any one without getting something in return, and that they did not view Jim as a person to respect. In the novel The Adventures of Huckleberry Finn, Mark Twain illustrates several traits that are common in mankind. Among these traits are those that are listed in this essay. Through characters in the story Twain shows humanity's innate courageousness. He demonstrates that individuals many times lack the ability to reason well. Also, Twain displays the selfishness pervasive in society. In The Adventures of Huckleberry Finn, many aspects of the human race are depicted, and it is for this reason that this story has been, and will remain, a classic for the ages.

Religion Essay -- Character Analysis, Daja, Nathan

William Hazlitt, a British writer during the early 1800’s once said, â€Å"Prejudice is the child of ignorance.† During the eighteenth-century, the time period in which Gotthold Ephraim Lessing wrote his play, Nathan the Wise, there was much religious prejudice displayed throughout Europe, specifically against the Jewish and Muslim populations. For instance, Ronald Schechter notes, â€Å"eighteenth-century writers typically portrayed Jews as greedy moneylenders, [and] depicted Muslims as violent despots and servants of the despots† (4). Many people perceived Christianity as the only true religion; however, Lessing challenges these notions of Christian superiority throughout his play. One way he does this is by not portraying the Christian characters as any better or worse than the characters of different religions; in fact, the Patriarch is characterized as a despot, similar to how eighteenth-century writers portrayed Muslims. Furthermore, he tries to illustrate that not one religion be it Christianity, Islam, or Judaism is greater than the others, but rather all religions are ultimately equal in the eyes of God. From factors such as characters’ portrayal, the play’s audience is able to grasp Lessing’s overall view of Christianity, which is also his main message throughout—â€Å"Christians do not have a monopoly on religious truths† (Schechter 10). In Lessing’s play there are four Christian characters and two of the four, Daja and the Patriarch, are portrayed negatively. Daja, a Christian servant of Nathan and his stepdaughter Recha, is characterized as â€Å"one of those fanatics who imagine they know the universal and only true path to God† (111). Although she tries to be a devout Christian, she betrays Nathan by revealing his secret regarding ... ...sides† (118). Although this is only a stage direction and not an actual line from the play, it nonetheless has a major impact on the play. The fact that all characters, representing each of the three religions, come together in the end exemplifies what the author is trying to portray throughout. As Ronald Schechter notes in the introduction, â€Å"The play does not end with the various characters tolerating each other. It ends with them embracing each other [†¦]† (20). Having the play conclude this way conveys Lessing’s thoughts on religion. Lessing does not think of Christianity as any better or worse than Judaism or Islam, rather â€Å"practitioners of different religions can please God equally† (Schechter 16). And until that higher, experienced judge comes down to rule which religion is better than the others, all religions should be thought as equal in the eyes of God.

Planet of the Apes Essay -- essays research papers

Planet of the Apes When Planet of the Apes opened in theaters, few people knew what to expect. To most, the idea of a movie with the premise of a planet full of intelligent apes went against everything they had been taught. The initial attraction was the superb cast, spearheaded by Charlton Heston who portrays Taylor, an astronaut who crashes onto the planet. Heston was joined by many popular actors and actress such as, Roddy McDowell as Cornelius, Maurice Evans as Dr. Zaius and Kim Hunter as Zira. Though the cast may have been the initial draw, the content is what has made the movie Planet of the Apes a classic that will continue to be enjoyed for generations to come. The movie Planet of the Apes deals with a great number of issues that come up in everyday societal life. If one looks closely at the story, it is very easy to realize that Planet of the Apes is not at all about apes, but truly about mankind. It is a story about the human condition, and the way humans interact with their natural environment. It is a story about the dangers of religion, and even more powerfully a warning about the dangers of a politically active church. Planet of the Apes is a political allegory. From the beginning to the end of the film, the viewer is shown a picture of a world ruled by a heavy handed government, and led by apes that represent the church and state alike. The main character that is an example of this is Dr. Zaius, â€Å"Chief Prosecutor and Defender of the Faith,† who rules both nat... Planet of the Apes Essay -- essays research papers Planet of the Apes When Planet of the Apes opened in theaters, few people knew what to expect. To most, the idea of a movie with the premise of a planet full of intelligent apes went against everything they had been taught. The initial attraction was the superb cast, spearheaded by Charlton Heston who portrays Taylor, an astronaut who crashes onto the planet. Heston was joined by many popular actors and actress such as, Roddy McDowell as Cornelius, Maurice Evans as Dr. Zaius and Kim Hunter as Zira. Though the cast may have been the initial draw, the content is what has made the movie Planet of the Apes a classic that will continue to be enjoyed for generations to come. The movie Planet of the Apes deals with a great number of issues that come up in everyday societal life. If one looks closely at the story, it is very easy to realize that Planet of the Apes is not at all about apes, but truly about mankind. It is a story about the human condition, and the way humans interact with their natural environment. It is a story about the dangers of religion, and even more powerfully a warning about the dangers of a politically active church. Planet of the Apes is a political allegory. From the beginning to the end of the film, the viewer is shown a picture of a world ruled by a heavy handed government, and led by apes that represent the church and state alike. The main character that is an example of this is Dr. Zaius, â€Å"Chief Prosecutor and Defender of the Faith,† who rules both nat...

Sonny’s Blues

â€Å"Sonny’s Blues† by James Baldwin Internal and External conflicts Sonny is a young boy from Harlem struggling with his addiction to heroin and is eventually sent to jail for it. The Narrator, Sonny’s older brother is a high school Algebra teacher who loses connection with Sonny and does not realize where Sonny is till he reads in the newspaper about Sonny being imprisoned. During Sonny’s journey to get back on his feet once he incurs internal and external conflicts along the way.The series of events leading to Sonny getting back into the real world is really a struggle for him. He tries to find out who he really is and what he should be doing with his life, however along the way it’s not as easy as he would like. With external forces trying to tell him what he should do, such as: His brother, his Mother, and his sister in law’s Mother. His older brother allows him to stay with him until he graduates from college even though that’s not where Sonny’s passion is at. Sonny soon discovers his love for music, Jazz music, and practices every day his piano.This stirs conflict in the house hold because they soon grow tired of Sonny’s constant practicing. However there are also internal forces effecting the decisions that Sonny makes along the way as well, such as: Fighting his drug abuse, finding himself in what he wants to do , and his love for playing Jazz music on the piano. When the narrator finds out that Sonny wants to become a Jazz pianist he is against it and rather Sonny go to school, because the narrator doesn’t think Sonny can make it in the music industry or that there is no future playing Jazz Music.The Narrator and Sonny’s Mother is also and external force because she influenced Sonny’s living situation. Before the Mothers passing she had a conversation with the narrator telling him to watch out, and take care of Sonny. Flashing back to when their Father was alive, he t oo had a Brother and was killed by a car full of white men that never even bothered to stop. After that event it had their Father all shaken up. And lastly another external force depicted in the story is Sonny’s sister in law’s Mother.When he was supposed to be going to school he would skip much of the time. Sonny got sent multiple truancy letters and would just hide them. It was then that Sonny’s sister in law’s Mother found one and confronted Sonny about it he told her that he had been going to Greenwich  Village hanging out with musicians. It was then that Sonny saw what a burden he had been on the family and decided to join the Navy. Some of the internal conflicts depicted in the story also had a great deal on the decisions Sonny made as well.One of the main ones would be his drug abuse and addiction to Heroin, which is what landed him in jail in the first place and made his life take the course that it did. Him wanting to find himself also had a gr eat influence on the decisions that he made along the way, such as: Getting lost in his addiction, going to College, hanging out at Greenwich Village to hang out with musicians, and going to the Navy. Lastly, a final internal conflict with Sonny is his love for playing Jazz music on the piano.This is what drives him the most and realizes it’s what makes him tick and motivated. Practicing countless hours at a time and joining a band at the Village shows how dedicated he was to his dream. Sonny didn’t allow others to make the decision on what he was going to do in the end and just followed his heart because it was what he loved. At Greenwich Village Sonny was a respected musician and many knew him, ultimately it is where he belonged all along.It’s all of the internal and external conflicts depicted in the story that kept Sonny going. Whether it be the Narrator, Sonny’s Mother, the Sister in law’s Mother, his addiction to Heroin, him wanting to find h imself, or his love for playing Jazz music on the Piano. I believe that if it weren’t for all these different forces being presented in Sonny’s life, he wouldn’t have turned into the successful musician that he turned out to be in the end. Sonny’s Blues â€Å"Sonny’s Blues† by James Baldwin Internal and External conflicts Sonny is a young boy from Harlem struggling with his addiction to heroin and is eventually sent to jail for it. The Narrator, Sonny’s older brother is a high school Algebra teacher who loses connection with Sonny and does not realize where Sonny is till he reads in the newspaper about Sonny being imprisoned. During Sonny’s journey to get back on his feet once he incurs internal and external conflicts along the way.The series of events leading to Sonny getting back into the real world is really a struggle for him. He tries to find out who he really is and what he should be doing with his life, however along the way it’s not as easy as he would like. With external forces trying to tell him what he should do, such as: His brother, his Mother, and his sister in law’s Mother. His older brother allows him to stay with him until he graduates from college even though that’s not where Sonny’s passion is at. Sonny soon discovers his love for music, Jazz music, and practices every day his piano.This stirs conflict in the house hold because they soon grow tired of Sonny’s constant practicing. However there are also internal forces effecting the decisions that Sonny makes along the way as well, such as: Fighting his drug abuse, finding himself in what he wants to do , and his love for playing Jazz music on the piano. When the narrator finds out that Sonny wants to become a Jazz pianist he is against it and rather Sonny go to school, because the narrator doesn’t think Sonny can make it in the music industry or that there is no future playing Jazz Music.The Narrator and Sonny’s Mother is also and external force because she influenced Sonny’s living situation. Before the Mothers passing she had a conversation with the narrator telling him to watch out, and take care of Sonny. Flashing back to when their Father was alive, he t oo had a Brother and was killed by a car full of white men that never even bothered to stop. After that event it had their Father all shaken up. And lastly another external force depicted in the story is Sonny’s sister in law’s Mother.When he was supposed to be going to school he would skip much of the time. Sonny got sent multiple truancy letters and would just hide them. It was then that Sonny’s sister in law’s Mother found one and confronted Sonny about it he told her that he had been going to Greenwich  Village hanging out with musicians. It was then that Sonny saw what a burden he had been on the family and decided to join the Navy. Some of the internal conflicts depicted in the story also had a great deal on the decisions Sonny made as well.One of the main ones would be his drug abuse and addiction to Heroin, which is what landed him in jail in the first place and made his life take the course that it did. Him wanting to find himself also had a gr eat influence on the decisions that he made along the way, such as: Getting lost in his addiction, going to College, hanging out at Greenwich Village to hang out with musicians, and going to the Navy. Lastly, a final internal conflict with Sonny is his love for playing Jazz music on the piano.This is what drives him the most and realizes it’s what makes him tick and motivated. Practicing countless hours at a time and joining a band at the Village shows how dedicated he was to his dream. Sonny didn’t allow others to make the decision on what he was going to do in the end and just followed his heart because it was what he loved. At Greenwich Village Sonny was a respected musician and many knew him, ultimately it is where he belonged all along.It’s all of the internal and external conflicts depicted in the story that kept Sonny going. Whether it be the Narrator, Sonny’s Mother, the Sister in law’s Mother, his addiction to Heroin, him wanting to find h imself, or his love for playing Jazz music on the Piano. I believe that if it weren’t for all these different forces being presented in Sonny’s life, he wouldn’t have turned into the successful musician that he turned out to be in the end.

Four Women in American Music History

American music history has grown an incredible amount in the last hundred years. Prior to that time, there were very few styles of music that originated in America. However, with the advent of jazz and related styles, American music culture was born. Blues is one of the early styles of music that is truly American, and there are many American artists who sang or performed in that style. In fact, blues is still popular today, although it has changed over time. Blues is an important and long-term American musical style, which has had many effects on musical culture from the early 1900s through today.Bessie Smith was an early blues singer. She was popular in the 1920s and 30s, and was known as much for her hard-drinking, rough life as much as her music. She sang about what she knew. Bessie was an African American woman who indulged in sex and alcohol, and had a strong temper. She never gave up without a fight, either in her music or her life. Getting into a fight with Bessie wasnâ€℠¢t something a person wanted to do, either, because she was over six feet tall and weighed about two hundred pounds. Bessie had a history of getting into fist fights with people, male or female.She also took off after her ex-husband with a gun when she found him cheating on her, after beating up his lover. However, Bessie herself was known for sleeping with a number of both men and women (Whitney). Musically, Bessie was not really trained. She could not read music, and relied on other musicians to write her songs down for her. She did write her own lyrics, though. She was a formidable presence on stage, able to sing loudly and strongly because of her size, and her tendency to sing in the range that was easiest for her.In writing her music, Bessie tended to modify existing melodies, and sometimes create new ones, so that they lay well in her â€Å"good† range (Whitney). Here is an example of Bessie’s lyrics, which show her feelings about life plainly: â€Å"I ain't no high yella, I'm a deep killer brown. /I ain't gonna marry, ain't gonna settle down. /I'm gonna drink good moonshine and rub these browns down. /See that long lonesome road, Lawd you know it's gonna end,/and I'm a good woman and I can get plenty men† (Whitney). Bessie was also known as something of a racist.While her fans were both black and white, she was rude to both whites and lighter-skinned blacks. Even at the height of her career, when she had enough money to live as she chose (even as a white person might, in the early 30s), she chose to stay on the streets and to live the life that was familiar to her. Her lyrics here show her thinking on this matter: â€Å"Mister rich man, rich man, open up your heart and mind,/Mister rich man, rich man, open up your heart and mind;/Give the poor man a chance, help stop these hard, hard times./While you're livin' in your mansion you don't know what hard times means, /While you're livin' in your mansion you don't know what hard times m eans; /Poor working man's wife is starving your wife is livin' like a queen† (Whitney). Ethel Waters is a blues singer who began performing later in Bessie’s career. While Bessie was primarily performing and well known during the 1920s, Ethel became better known in the 1930s (her career did officially begin in 1921, though). Ethel was specifically a different kind of blues singer than Bessie, and in fact was different from her in many ways.Ethel is also of African American decent, but she grew up in the North and was heavily influenced by white performers. When she began performing professionally, Ethel joined a group of blacks who called themselves â€Å"Cakewalk singers,† which was distinctly different from the more traditional blues singers, like Bessie (PBS). Ethel’s acceptance of whites can be traced to what was a very rough beginning for her. She was born when her mother was only 12. Her mother had been raped by a white man, John Waters. Ethel, then, is half-white, and carries her father’s surname.She was raised by her maternal grandmother in poverty, and began singing at age 5. Her beginnings are much more similar to Bessie’s, but what she did with herself later differs widely (Myers). Ethel worked with a number of famous jazz performers, including Duke Ellington. In addition to her singing career, Ethel was also an actress, an area of her life that eventually came to the forefront. Her singing style was not nearly as strong as Bessie’s, but she performed very theatrically and managed to capture the audience’s interest in all of her music.This came in handy, as she continued performing through the 1960s and 70s, working at that time with Billy Graham (PBS). Ultimately, Bessie’s influence on Ethel was very indirect. Both were jazz singers in a time when African Americans were first on the rise in popularity on the stage. Bessie’s grit may have given Ethel opportunities she might not hav e otherwise had. In many other ways, though, the two were very different; attitude, style, and more. Dinah Washington is another important singer in this chain of history.Her birth name was Ruth Jones, and she was born in 1924. She is significantly younger than both Ethel and Bessie, whose careers were near their peaks when she was born. Music was in Dinah’s family from the beginning. Her mother was a church pianist, and taught her to play at a young age. She was accompanying and touring by the time she was 16, and had already won prizes. However, although her initial roots were in the church, Dinah longed to work in secular music, namely jazz (Dahl).At age 19, Dinah got her big break, singing with Lionel Hampton’s Big Band, then one of the most popular music styles. By 1945, she was recording her own solo work for the Apollo label and Mercury records, and by 1948, she was on her way to major stardom. 1959 was her biggest year, when she sang â€Å"What a Dif’re nce a Day Makes† (Dahl). In her personal life, Dinah was similar to Bessie. She had many husbands, and she drank a lot. In fact, alcohol and drugs eventually killed her at the end of 1963 (Dahl). In addition, she also loved the finer things, including fur, clothes, and cars.Her personality was known as â€Å"feisty,† and she could be snapping one minute and generous the next (Cohodas). At first glance, Christina Aguilera doesn’t look much like the other stars. For one, she isn’t black. For another, she was born after all of the other singers had died. However, it is her roots and influences that she is similar to them. Like Dinah, she is biracial, with a mom who is Irish and a father who is Ecuadorian. Her father was in the military, which meant that Christina traveled a lot as a child (Biggest Stars).Also like the other singers, Christina was interested in singing and performing from the time she was a young girl. Her family was also musical, with her mot her performing on violin and piano professionally. Christina had a brief, two-year stint on The Mickey Mouse Club when she was a child, working with other singers who later became famous, like Britney Spears and Justin Timberlake (Biggest Stars). Christina’s initial music was definitely pop, with her first number one single titled â€Å"Genie in a Bottle. † The single topped both the U. S. and UK charts in 1999.For awhile longer, Christina continued in the pop genre, recording for the movie Mulan, and singing a new version of â€Å"Lady Marmalade† with several other female pop stars (Biggest Stars). Christina’s work eventually began to seem less significant to her, and she decided to record her 2002 album â€Å"Stripped. † The album was the first that really showed her background and influences. Her comments about this album: â€Å"Coming off of the height of being a part of such a big pop-craze phenomenon, that imagery of that cookie-cutter sweet heart, without it being me, I just had to take it all down and get it away from me.And that is why I actually named the album Stripped, because it is about being emotionally stripped down and pretty bare to open my soul and heart. † This album used many different influences, including soul, R&B, rock, hip-hop and Latin (Biggest Stars). Aguilera’s influences were similar to the earlier stars mentioned. She looked to soul and R&B, both of which are styles typically recorded by African Americans. The blues aspect of R&B, in particular, is interesting to note. Aguilera was following in the footsteps of the other female jazz singers with this style.Also, similar to Dinah Washington, Aguilera sang pop (Dinah did pop in addition to her jazz roots). In general, all four of these women have things in common, and things that are different. Each grew up under similar circumstances, often with mostly maternal influences. Most had some kind of musical background at home. Most grew u p poor, and all had an early talent for music and singing. Most also had a taste for sex, drugs, and some rougher things in life, and had a hard time at one point or another. However, each was unique.Bessie was certainly the biggest and most blunt of the group, while Christina stood of the opposite end as the â€Å"sweetheart† of pop for awhile. Christina was also different in that she was not of African American decent in any way, although Ethel was also half-white. Some of the singers, namely Dinah, had their start in gospel music, while others went straight for jazz or pop. Overall, it is interesting how strikingly similar the artists are, even though there are also very big differences in their lives and styles.Their stories and backgrounds are surprisingly similar in some respects, but very different in others. These four women are just some of the amazing performers from the rich tapestry that is American music history. Sources Burns, Ken. â€Å"Ethel Waters. † J azz. Accessed on December 4, 2007. Website: http://www. pbs. org/jazz/biography/artist_id_waters_ethel. htm. â€Å"Christina Aguilera Biography. † Biggest Stars. Accessed December 4, 2007. Website: http://www. biggeststars. com/c/christina-aguilera-biography. html. Cohodas, Nadine (2004).Queen: The Life and Music of Dinah Washington. Accessed December 4, 2007. Website: http://www. dinahthequeen. com/. Dahl, Bill. â€Å"Dinah Washington. † Accessed December 4, 2007. Website: http://www. vervemusicgroup. com/dinahwashington. Myers, Aaron. â€Å"Ethel Waters. † Accessed December 4, 2007. Website: http://www. wntb. com/blackachievers/ethlwaters/. Whitney, Ross (1995). â€Å"Reflections Of 1920's And 30's Street Life In The Music Of Bessie Smith. † Accessed December 4, 2007. Website: http://bluesnet. hub. org/readings/bessie. html.

Marketing Research on Parle Agro

A RESEARCH REPORT ON â€Å"SUPPLY CHAIN MANAGEMENT OF LG ELECTRONICS† A report submitted to UP Technical University for the partial fulfillment the degree of Master of Business Administration Submitted to: Submitted by: Mrs. Shweta Singh SUNNY KHAIRA Director of C-MAT MBA 4th semester Roll no. 0714970051 CENTER FOR MANAGEMENT TECHNOLOGY Pot No. 25,27,28,Phase 1, Knowledge Park-1 Greater Noida(U. P. )  ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬CERTIFICATE This is to certify that this project entitled to â€Å"SUPPLY CHAIN MANAGEMENT OF LG ELECTRONICS† submitted by SUNNY KHAIRA, for the fulfillment of the degree of M. B. A. assigned project report is a independent work done by his under my guidance and supervision.. Signature Mr. Kirti Sinha HOD (M. B. A. ) C-MAT DECLARATION I, SUNNY KHAIRA ,do declare that the Research Project Report entitled â€Å"SUPPLY CHAIN MANAGEMENT OF LG ELECTRONICS† being submitted to the U. P. Technical University for the partial fulfillment of the requirement for the degree of Master of Business Administration is my own endeavors and it has not been submitted earlier to any institute for any degree Place: Greater Noida SUNNY KHAIRA Date: MBA,C-MAT P R E F A C E Management education talks of synchronizing the theoretical studies with practical application in the most effective way. The training figure prominently in the course curriculum as it imparts practical knowledge to the student aspiring to accomplish professional insight. It actually gives a feel about what is happening in life and industry around. It grooms an individual to find himself fit in the corporate world. Students eventually come out with much confidence, knowledge and matured attitude and outlook. In today’s competitive world, Marketing Research forms a key player. To me, it is an orderly and insightful process of thinking about and planning for the market. This process is applicable to more than just goods and services. I think that anything can be researched – ideas, events, organization, place, personalities etc. nd that motivated me to choose this as a specialized subject. This particular process starts with entering deep inside the relevant market place to understand its dynamics and to identify opportunities to meet the felt or infelt needs. SUNNY KHAIRA M. B. A. 4TH SEMESTER ACKNOWLEDGMENT Any work of this magnitude requires input, effort and encouragement of people from all sides. I am quite fortunate to have had acti ve co-operation of many people at different stages of the project. Without their invaluable cooperation, I would have not been able to do justice to this report. Although it would be difficult to thank all those who contributed towards successful completion of report yet, it would be unfair on my part if I don’t thank a selected few. First of all I am thankful to God, for all the blessings he has bestowed upon me, without which it would have been impossible to complete this project. The Faculty members at C-MAT continue to have an impact on my thinking, which helped me to complete this project. I would like to extend my thanks to all my friends for their co -operation airing data collection. Respondents equally deserve thanks as their sincere co-operation led to worthy results. Lastly, I would like to thank my parents for being the guiding force through all the phases of my life. Doing my project on this topic was a wonderful opportunity for me, for it instilled in me a great deal of confidence and ability to work hard and thereby face challenges. SUNNY KHAIRA M. B. A. 4TH SEMESTER TABLE OF CONTENTS CHAPTER ONE INTRODUCTION †¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ CHAPTER TWO OBJECTIVE OF THE STUDY†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ CHAPTER THREE STATEMENT OF THE PROBLEM†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ CHAPTER FOUR HYPOTHESIS†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. CHAPTER FIVE LIMITATION OF THE STUDY†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ CHAPTER SIX†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¢Study of brand. †¢Information enabled supply chain management†¦Ã¢â‚¬ ¦ †¢Supply chain management in LG Electronics†¦Ã¢â‚¬ ¦ †¢Brand image, brand value. Brand equity concept. †¢Online brand audit. †¢Brand audit with reference to a specific product. †¢Supply chain management with other departments†¦. Customer focus supply chain management†¦Ã¢â‚¬ ¦ CHAPTER SEVEN RESEARCH METHODOLOGY†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ CHAPTER EIGHT DATA ANALYSIS AND DICUSSION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ CHAPTER NINE GENERAL OBSERVATION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦.. CHAPTER TEN CONCLUSION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. CHAPTER ELEVEN RECOMMENDATION FOR FURTHER STUDY†¦Ã¢â‚¬ ¦.. BIBLIOGRAPHY†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. ANNEXURE†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. CHAPTER ONE INTRODUCTION INTRODUCTION Welcome to the exciting world of supply chain management. It is a buzzword probably used for the first time by the consultants in the 1980’s and later analysed by the business community. In simple terms supply chain management link all the supply interacting organization in an integrated two way communication system to manage high quality inventory in the most effective and efficient manner. As such supply chain management is a network of facilities and distribution options that perform the function of procurement of material transformation of these materials into intermediate and finished good and finally the distribution of these goods to the end user. The supply chain exists both in the service and manufacturing sector, although the complexity of chain may vary greatly from industry to industry and from firm to firm. As such it include internal and external function along with suppliers, involved in the identification and fulfillment of needs for material , equipment , services in an optimized fashion. It basically comprise of four principle phase: (1). Generation of requirement, (2). Sourcing, (3). Pricing, (4). Post – award activities LG supports successful execution of supply chain management through the exchange of technology and strategic alliance by incorporating strategic collaboration with professional consulting companies and core technology vendors. LG has the capability to be a collaborative partner for the entire supply chain management. On the whole LG proposes solution that best suits the need of the customer with the past experience in executing projects in various industries. LG help to generate practical business value of supply chain management, a strategic management activity to dramatically reduce the cost and maximize the sales revenue by integrating internal a well external value chain for providing products and services to customer, and as such it focus its attention on strategic activities. CHAPTER TWO OBJECTIVE OF THE STUDY In this project report of mine I would be focusing my attention on some of the important objective that would also be the part of my study. The following are the objectives: ?To understand the concept of brand. ?To understand the concept of brand image, brand value, brand equity. ?To study the emerging concept of online brand audit. ?To study the brand audit with reference to a specific product. ?To study inventory Turnover Ratio; ?To study channel of distribution of LG Electronics; ?To study application of Information Technology in Supply Chain Management; To find out satisfaction level of supply chain management planning; ? To find out the coordination among different departments through supply chain management; ?To know the factors effecting the decision regarding supply chain management. CHAPTER THREE STATEMENT OF THE PROBLEM ?To know the application of supply chain management in LG Electronics; ?To find out the purchasing procedure of LG electronics; ?To f ind out the inventory turnover ratio; ?To find out the channels of distribution or the complexity involved in the supply chain management; ?To know the present trend of information technology in the supply chain management. CHAPTER FOUR HYPOTHESIS A hypothesis may be defined as a proposition or a setoff propositions set forth as an explanation for the occurrence of some specified group of phenomena either asserted merely as a provisional conjecture to guide some investigation or accepted as highly probable in the light of established facts. Quite often a research hypothesis is a predictive statement, capable of being tested by scientific methods, that relates an independent variable to some dependent variable. A hypothesis is a statement capable of being objectively verified and tested with the help of statistical tools. The hypothesis which I have set is â€Å"To study the trend of Supply Chain Management in the light of Information Technology of LG Electronics†. Further this not the end of the study and as such some more hypothesis will be developed during the research work. CHAPTER FIVE LIMITATION OF THE STUDY A study is usually done with the intention to explore something new or to add a few new things to the already exiting study or research. As such when the study is done various difficulties are to be faced in collecting information and other things which ultimately leads to its own advantages and drawbacks. My research work was a great exposure to me because I have to undergo stress and at the same time experience the actual hardship that it needs to collect information. Some of the hardship which I faced is as follows: ?Owing to the limitation of time factor research was not been done extensively as required; ?Respondents at times were hesitant in giving information as they feel it is leakage of companies information; ?The sample size was taken small, because of time and cost factor involved in it; ?Most of the information collected is from the secondary data; ? The primary data is collected only through the middle management without the contribution of the lower management due to their hectic schedule. ?The respondents may be biased on influenced by some other factors. ?Time and money were the greatest limitation in carrying out the survey. Study Of Brand INTRODUCTION 1. Established in 1997, LG Electronics India Pvt. Ltd. (LGEIL), is a wholly owned subsidiary of LG Electronics, South Korea. It is South Korea’s second largest electronics maker and the world’s third largest appliance maker. With headquarters in the LG Twin Towers on Yeouido, Seoul, LG Electronics is the flagship company of LG Group, one of the largest chaebols. The company has 75 subsidiaries worldwide that design and manufacture televisions, home appliances, and telecommunications devices. LG Electronics owns Zenith Electronics and controls LG Displays, a joint venture with Philips Electronics. In India for a decade now, LG is the market leader in consumer durables and recognised as a leading technology innovator in the information technology and mobile communications business . LG is the acknowledged trendsetter for he consumer durable industry in India with the fastest ever nationwide reach, latest global technology and product innovation. LG Electronics was originally established in 1958 as GoldStar, producing radios, TVs, refrigerators,washing machines, and air conditioners. The LG Group was a merger of two Korean companies, Lucky and GoldStar, from which the abbreviation of LG was derived. The cur rent â€Å"Life’s Good† slogan is a backronym. Before the corporate name change to LG, household products were sold under the brand name of Lucky, while electronic products were sold under the brand name of GoldStar. The GoldStar brand is still perceived as a discount brand. One of the most formidable brands, LGEIL has an impressive portfolio of Consumer Electronics, Home Appliances, GSM mobile phones and IT products. LG Electronics India Pvt. Ltd. , a wholly owned subsidiary of LG Electronics, South Korea was established in January, 1997 after clearance from the Foreign Investment Promotion Board (FIPB). The trend of beating industry norms started with the fastest ever-nationwide launch by LG in a period of 4 and 1/2 months with the commencement of operations in May 1997. LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores. This facility manufactured Colour Televisions, Washing Machines, Air-Conditioners and Microwave Ovens. In the year 2000, LG Information & Communications merged the world’s first Internet-enabled refrigerator resulting in Global sales of refrigerators reaching the number one position. During the year 2001, LG also commenced the home production for its eco-friendly Refrigerators and established its assembly line for its PC Monitors at its Greater Noida manufacturing unit. The beginning of 2003 saw the roll out of the first locally manufactured Direct Cool Refrigerator from the plant at Greater Noida. In 2004, LGEIL also up its second Greenfield manufacturing unit in Pune, Maharashtra that commences operations in October 2004. Covering over 50 acres, the facility manufactures LCD TV, GSM Phones, Color Televisions, Air Conditioners, Refrigerators, Microwave Ovens Color Monitors. Information Enabled Supply Chain Management in LG Electronics INFORMATION ENABLED SUPPLY CHAIN MANAGEMENT IN LG ELECTRONICS 2. INTRODUCTION The focus of management has changed over the time. The business thinking of 70’s and 80’s related to strategic planning and portfolio approach has dramatically changed. Flexibility and responsiveness has become key business drivers for the 21st century, forcing business to orient themselves along process instead of functions. Managing complex situation effectively on a real time basis for business information has become critica l. Information technology has helped in making the supply chain faster, flexible and responsive. As such LG needs to invest in information technology to make its supply chain more result oriented and challenging. Various flows in supply chain such as material, information and money can be effectively managed through information technology. It is this aspect of management that the use of information technology has assumed greater significance. Further in LG supply chain management enabled by advance technology aims at developing a technical infrastructure, linking technology and people in an effort to align advantageous information technology with the capability of organizing and facilitating customer satisfaction. LG also aim at leveraging information tool to address the business concern relating to flexibility, quality, responsiveness and edging towards agility. Typical model of supply chain management 2. 2 ELECTRONIC COMMERCE (E – COMMERCE) The internet era has revolutionized commerce, making e- commerce a reality. The factors that have contributed to the success of e – commerce, are lower purchasing cost, reduction of inventories, effective customer service, marketing and sales etc. know time has come for the paper based business to give away to electronic business when supplier and customer will transact electronically. This would help in reducing cost, price, and increasing savings. LG has tried to make an effective use of e – commerce. With the help of it, it is able to display variety of its product produced on the internet for the convience of the customer. This would be advantageous in two ways – ?Firstly the customer would be able to know about the product; ? Secondly it can transact purchase without actually going to the market place for its purchasing; As such LG has tried to use three important dimension of e – commerce in his day to day activities. These are as follows: ? Reach is about access and connection. It simply means as to how many customer a business can access or how many products it can offer; 2. 3 Application of E – Commerce in supply chain management in LG Electronics Marketing and Sales Procurement/Logistics On line product information Electronic bidding Electronic selling Low cost transportation Product offerings/e-supermarkets Point to point selling Point to point warehousing Customer service Inventory Management Repair/return/replacement High visibility On site fixing Removal of obsolete items Technical support Online status information on inventory 2. 4 ELECTRONIC DATA INTERCHANGE (EDI) EDI is interring organizational exchange of business documentation in a structured machine process able form. It consists of standardized electronic message formats for common business documents such as request for quotation, purchase orders etc. These electronic transactions set the computer in one company /organization to communicate with the computer in the other organization without actually producing paper documents. Use of EDI in LG Electronics’ helps in providing various functions. The basic function is to provide compatibility between different systems that is easy and direct exchange of information. The second function is of store and forward. This means that orders will be sent but it will be received by the supplier as per the agreement which can be weekly or monthly. The third and the final function performed by EDI in LG id that of Application support As such we can say if LG Electronics implement EDI properly and utilized it efficiently it can add speed and efficiency to business process enabling the organization to maximize resources and minimize waste and increase customer satisfaction. 2. 5 Benefits of various Information Technology Elements IT ElementOperationsResults in EDI (Exchange Data Interchange)†¢Inter organizational exchange of business documentation †¢Reduced transaction cost and time †¢Optimized Inventory †¢Improved decision making Increased accuracy †¢Improved customer service Intranet†¢Distribution of information within an organization†¢Common process for multiple functions †¢Two way communication between different parts of the plant Extranet†¢Information transaction among the clients, partners and customer†¢Eliminate user interface proliferation †¢Enhance overall performanc e †¢Real time feedback E – Commerce†¢Create new revenue streams and grow †¢Trim both transactional and overhead costs †¢Improve customer service 2. 6 INTRANET/EXTRANET Competitive pressures are ever increasing in global manufacturing environment. Intranet is a means of distributing information. It allows real time feedback to flow from the manufacturing area to design and engineering groups. An intranet allows internal users to access data from external sources, while restricting access to it from those outside. The benefits that intranet provide to LG Electronics are as follows: ?It facilitates two way communication between the manufacturing floor and the areas of the plant; ? It allows distribution of many categories of information. These can be presented with a common look and feel , eliminating user friendly proliferation; ? It ensures a common process for multiple function and enhance overall performance. 2. 7 CONCLUSION Information technology has played an important role in making the supply chain faster, reliable and responsive. At the same time it is also important to make effective investment in the field of information technology, otherwise it may not bear fruitful results. Thus on the whole it can be said that: ?Strategic decision on the supply chain design can increase customer satisfaction and save money through information technology; ? By sharing information, supply chain partners are able to respond more rapidly to know demands at a lower cost; ? Information technology helps in reducing the operating cost by proper coordination of planning of various stages of supply chain; ? Rapid introduction of a new or modified product is possible through information technology; ? Effective inventory management, product customization, is possible through information technology; ? Detailed analysis of performance level, reporting and handling can facilitate with the help of information technology. Supply Chain Management in LG Electronics SUPPLY CHAIN MANAGEMENT IN LG ELECTRONICS 3. 1 OVERVIEW OF LG ELECTRONICS The Foundation of LG LG was established in 1947 as Korea's first chemical company, and also becoming the nation's first electronics company with its expansion into home appliances in 1958. The new Corporate Identity was launched including the change of the group name from Lucky-Gold star to LG in 1995. Business Fields The wide arrays of activities that LG conducts are coordinated within three highly focused business sectors: Chemicals & Energy, Electronics and Telecommunications & Services. Each sector has undergone systematic changes, with improved financial compositions, restructured business portfolios and realigned equity investment structures. 3. 2 LG – AN INTRODUCTION HISTORY OF LG ELECTRONICS The internationally famed company LG started off as Lucky Goldstar, a small company manufacturing cosmetics. In 1947 businessman Ku-in Hwe in Pusan in South Korea launched the company. LG entered in to the electronic business under the Gold star brand name in 1958. In the same year LG manufactured Korea’s first telephone, refrigerator and black & white television. In the succeeding years it diversified into oil refining, construction, semiconductor and finance. LG adopted the new name and corporate identity in 1995 from the company’s two foremost brands Lucky and Gold star. Various Stages in LG’s Growth Path LG –THE COMPANY LG Electronics India Ltd. is a subsidiary of LG Group, which is a 53-year-old business group of South Korea. LG is a US $80 billion business group with 1, 30,000 employees. It is the third largest Korean Company and it started its operation in India just six years back. LG has established its corporate office at Noida along with the production facilities there. It has a network of 17 branches in major cities spread all over India. LG is a company where they believe that people are the most important resource. It was rated as the 6th best employer to work for in India by Business Today in a survey conducted across a range of corporate all over India. â€Å"At LG we always put people first. † this is the slogan with which the company is running its HR policy. LG believes itself to be global company with presence over 175 countries across the globe with a champion spirit. LG LAYOUT LG Electronics, Greater Noida is located on the outskirts of the city having very little habitation. It has two main buildings- Building A and B. Building A has the corporate office, R&D Center, Washing Machine, A/C Assembly line, ELT room, Ware house, Stores etc. Building B has the CTV, Monitor line, PCB Line. On the first floor, an office with Production, Production Engineering, Materials, Quality Assurance and E-Source Department is situated. LG –PHILOSOPHY The management philosophy is ‘To create value for customers through management based on esteem of human dignity ’. LG’s vision is to bring a smiling face to every home across the globe. The logo of LG is in harmony with their vision. The smiling face logo symbolizes five key concepts – World, Future, Youth, and Human and Technology. LG believes that an effective combination of these elements would make better future a reality for the organization. LG has been exploring ways to develop, combine and apply technologies that would customize products and services to meet customer needs and exceed their expectations. LG aims at creating a healthy and better life for every family. LG – PRODUCT IDENTITY PI (Product Identity) means to embody and to sustain the brand image through product design. CIPD is the process to make products identity & uniqueness gradually for customers’ recognition of brand and its value. LG – CORPORATE IMAGE AND PI As an essential factor in connection between customers and company, product conveys the image of company to its customers. CIPD, Corporate Identity through Product Design, aims at propagation of sustaining LG's identity as well as its establishment through consistent design activities, which will help us to gain the trust from customers. LG – THE STRATEGY AND POLICY LG group has laid its foundation on three core values, which are central to the company in each and every respect of its business and working. The three core values are Innovation, Openness and Partnership. Innovation: Creating new and unique values. Openness: Responding to changing environment with an open mind and flexible behavior. Partnership: Establishing cooperative relationships to ensure the best performance as we enter fully. LG believes its core competencies to be Design, Technology, Marketing and Networking. Marketing: The ability to clearly understand and analyze customer needs and then link them to business, continuously controlling the brand image Technology: The ability to develop unique product concepts with new proprietary technology ahead of others and then commercialize them. Design: The ability to plan projects and business effectively to maximize results. Networking: The ability to create win-win relationship opportunities based on one's strengths in specific sectors and make them into assets. It is the integration of its value with its competencies that LG has been able to achieve the success at such a fast rate. The company claims itself to be the most e-mail friendly company and service with a smile is the motto of the company. 3. 3 VISION OF LG ELECTRONICS 3. 4 STRATEGIC SUPPLY CHAIN MANAGEMENT IN LG ELECTRONICS The term strategy has been derived from the word ‘strategos’ which means â€Å"generalship†. In olden days it was more used in wars but with passage of time it know been implemented in all spheres whether it is management, planning etc. Without a well thought strategy an organization can not think of making big because of the growing competition and improved and better ways of production. As such the strategy used by LG is Shorter product life cycle, improved quality, faster delivery lower price, which have define its success. It is based on the formula: Competitiveness = competitive assets x competitive process Beside this some of the important imperatives for the supply chain strategy are as follows: ? Emergence of global sourcing as a viable strategy; ?Global network of manufacturing and marketing; ?Global business process revolution and global process transfer; ? Shifting patterns of competitive advantage; ?Emergence of integrated enterprise of management system architecture; ? General trend towards integrated solutions. . 5 MAJOR TRENDS IN SUPPLY CHAIN MANAGEMENT CO- MAKERSHIP It is defined as the development of a long term relationship with limited number of suppliers on the basis of mutual confidence. The main benefits of co makership is shorter delivery lead times, reliable delivery promises, faster implementation of deign changes etc. The basic philosophy und erline co makership is that the suppliers are treated as an extension of the customer’s factory with emphasis on continuity and end to end pipeline. USE OF THIRD PARTY LOGISTICS A decision to use third party logistic should be based on the organization needs, service provider capabilities etc. Outsourcing operations like storage, transportation, improve service levels, enhance flexibility and reduce cost. It also helps in reducing investment in assets and enables organization to access to newer technology. PRINCIPLE OF PROCUREMENT Activities that are done up to the last moment like packaging, labeling, etc is known as principle of procurement. The main aim of this principle is to minimize the risk of carrying finished product inventory at various points in the supply chain by delaying product differentiations to the latest possible moment before customer purchase. However it should be noted that postponement should not lead to compromise on the desired service level. 3. 6 APPLICATION IN LG ELECTRONICS Supply chain management has in recent years has played an important role in all the industries concerned. It has not only paved way for the induction of information technology but has also helped the manufactures in easy procurement of material and transferring the same to the ultimate consumer. Without going further in detail we try to see the application of supply chain in the following areas: RETAILERS Retailers are the second last chain in the distribution of the product to the ultimate consumer. Since they are at constant touch with the customer they are in a better position to understand their needs and wants. As such they send request to the distributors and to the manufactures for goods which are in demand. The manufactures through a well defined supply chain are able to send goods to the retailers. In the absence of this chain the manufactures can lose the customer. Thus supply chain at as an important tool in maintaining customer satisfaction and loyalty. SUPPLIERS In today’s scenario companies are not required to stock commodities in bulk owing to fluctuation in the market related to product preference. As such manufactures do not store raw material but place orders as and when the need arise. Here the role of supply chain comes into picture as it helps the supplier in providing material to the manufacture at an appropriate time. MARKET SEGMENTATION Supply chain helps in the segmentation of customers based on the service needs of distinct groups and adaptation to serve these segments profitability. This kind of segmentation can result in better prediction of the demand from the individual customers. Further segmentation also leads to know the demand of the products among the customer and also to know the future customer preference. 3. 7 CONCLUSION It has been seen from the past that when ever something innovative is been introduced in the business arena it has created a platform for something to happen. The introduction of supply chain has immensely benefited the manufactures as know they have a well defined line of procurement of material and transferring the finished product to the ultimate customer. Further it creates an essence which focuses on the creation of value. It is a network of business process used to deliver products and service. Supply chain also sees the organizational relationship in order to get the information necessary to run the business and to generate profits. This concept not only includes relationship with the internal business function but also those with all trading partners outside the firm. Brand image Brand value Brand equity 4. 1 Brand image The importance of brand differentiation based on quality, design and technological innovation was a key topic at the sixth LG Electronics PR Forum held in Beirut. Titled ‘Shaping the Future of Excellence', the two-day meet discussed strategy and best practice and explored the importance of PR to brand building. More than 45 delegates from LG's regional headquarters, Seoul head office, and Middle East and Africa PR agencies attended the forum. Markets represented included the UAE, Saudi Arabia, Egypt, Jordan, Lebanon, Morocco, Tunisia, Algeria, Turkey, Kenya, Nigeria, South Africa, Iran and Pakistan. LG's new global management strategy, Blue Ocean, aims to establish LG as a top-three consumer electronics company by 2010, doubling sales volumes, profits and shareholder benefits. Flagship or ‘Blue Ocean' products that demonstrate market leadership, high sales and profit performance will accelerate brand growth, and LG hopes that 30 per cent of sales and 50 per cent of profits will come from Blue Ocean products by 2010. ‘Well planned communication and PR campaigns play a critical role in achieving ambitious business goals and establishing LG as a premium brand,' said K. W Kim, President, LG Electronics Middle East and Africa. ‘As we move away from conventional business practices, Blue Ocean demands that we deliver a genuine point of difference for LG products. PR will bring the new strategy to life in multiple cultures and markets. ‘ ‘The sixth LG PR Forum in the Middle East and Africa has helped strengthen systems and share valuable new thinking. ‘ The forum received presentations on word of mouth marketing, e-PR, and photography. LG also invited representatives of leading print and TV media to share important industry perspectives. An issues and crisis management workshop was held on the last day of the forum. 4. 2 Brand value LG Electronics India Pvt. Ltd has 0 positive reviews and 0 negative reviews. Established in 1997, LG Electronics India Pvt. Ltd. (LGEIL), is a wholly owned subsidiary of LG Electronics, South Korea. It is South Korea’s second largest electronics maker and the world’s third largest appliance maker. With headquarters in the LG Twin Towers on Yeouido, Seoul, LG Electronics is the flagship company of LG Group, one of the largest chaebols. The company has 75 subsidiaries worldwide that design and manufacture televisions, home appliances, and telecommunications devices. LG Electronics owns Zenith Electronics and controls LG Displays, a joint venture with Philips Electronics. In India for a decade now, LG is the market leader in consumer durables and recognised as a leading technology innovator in the information technology and mobile communications business . LG is the acknowledged trendsetter for the consumer durable industry in India with the fastest ever nationwide reach, latest global technology and product innovation. LG Electronics was originally established in 1958 as GoldStar, producing radios, TVs, refrigerators,washing machines, and air conditioners. The LG Group was a merger of two Korean companies, Lucky and GoldStar, from which the abbreviation of LG was derived. The current â€Å"Life’s Good† slogan is a backronym. Before the corporate name change to LG, household products were sold under the brand name of Lucky, while electronic products were sold under the brand name of GoldStar. The GoldStar brand is still perceived as a discount brand. One of the most formidable brands, LGEIL has an impressive portfolio of Consumer Electronics, Home Appliances, GSM mobile phones and IT products. LG Electronics India Pvt. Ltd. , a wholly owned subsidiary of LG Electronics, South Korea was established in January, 1997 after clearance from the Foreign Investment Promotion Board (FIPB). The trend of beating industry norms started with the fastest ever-nationwide launch by LG in a period of 4 and 1/2 months with the commencement of operations in May 1997. LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores. This facility manufactured Colour Televisions, Washing Machines, Air-Conditioners and Microwave Ovens. In the year 2000, LG Information & Communications merged the world’s first Internet-enabled refrigerator resulting in Global sales of refrigerators reaching the number one position. During the year 2001, LG also commenced the home production for its eco-friendly Refrigerators and established its assembly line for its PC Monitors at its Greater Noida manufacturing unit. The beginning of 2003 saw the roll out of the first locally manufactured Direct Cool Refrigerator from the plant at Greater Noida. In 2004, LGEIL also up its second Greenfield manufacturing unit in Pune, Maharashtra that commences operations in October 2004. Covering over 50 acres, the facility manufactures LCD TV, GSM Phones, Color Televisions, Air Conditioners, Refrigerators, Microwave Ovens Color Monitors. Both the Indian manufacturing units has been designed with the latest technologies at par with international standards at South Korea and are one of the most Eco-friendly units amongst all LG manufacturing plants in the world. LG has been able to craft out in ten years, a premium brand positioning in the Indian market and is today the most preferred brand in the segment. Business Domains of LGEIL: Mobile Communications LG is a global leader in mobile communications, specializing in UMTS, CDMA, and GSM handsets. Thanks to its wide range of wired and wireless options, the company is becoming a force to be reckoned with on the international market. In India LG is targeting GSM handset business in premium trend setter segment, Camera & music segment & color screen segment. Digital Appliances LG changing homes in many ways, offering customers exceptional value and convenience. Innovative digital appliances range from 100% washer dryer with direct drive technology, built-in LCD TV refrigerator, Lightwave cooking oven (solardom) to artcool split air conditioner. Digital Display LG offers a wide range of digital display products, equipped with customer-oriented designs and technologies. With its LCD TVs, Full HD Plasma TVs, Ultra-slim Color TVs, LCD monitors LG is pulling out all the stops to remain the front-runner in today’s digital display industry. Digital Media LG has a great interest in digital media and is continually developing and producing digital convergence products that promise to enrich the lives of its customers. The company produces Laptops, Personal Computers, LCD monitors, CRT monitors & Optical Storage Devices. 4. 3 Brand equity LG Electronics India Ltd (LGEIL), consumer durables leader with 27% market share, is planning a brand new image. To attract aspirational and young consumers across India, company will roll out a new marketing strategy. The exercise will cost the company Rs 360 crore. V Ramchandran, Director – Sales and marketing, LGEIL says, â€Å"In the last ten years since the parent company launched India operation under LG Electronics India, we assumed leadership position in home appliances and consumer durable items. Company was focused on the segment as per consumer demand. However, the scenario is different now. † Besides reliability and affordability, there's an aspirational value attached to electronic appliances, a sea change from the past. And hence the image makeover. The first step, to communicate LG's quality and brand equity, has been the launch of Brand Shoppes, dedicated outlets of LG products in metros. † Ramchandran says. He explained, †Young consumer is a ware about new designs and advanced technology. Top class consumers spend more and don't mind spending more to fulfill their aspiration. In India 50-60 % consumer are young and willing to purchase new, different, attractive and exciting items. † In a bid to meet the challenges of an increasingly mature retail environment in the country and redefining the standards for digital lifestyle retailing, it is necessary to focus on brand image. LG Brand Shoppe goes beyond the concept of a normal exclusive store by having a more interactive environment and additional lifestyle orientation on display so that the customer can actually experience the LG products in his or her own home settings. †Company is setting up a chain of exclusive premium showrooms. LG plans to launch 60 premium Brand Shoppes by the end of the first quarter of this year,† he said. At present, LG has a total of 83 LG stores across the country, of which 45 are shoppes and 38 are exclusive stores. Brand shoppes will be placed in the premium segment and the target audience will comprise buyers interested in premium and high end products. Online Brand Audit 5. 1 Online Brand Audit Every day at Friends of the Earth Scotland we receive calls asking us about environmentally friendly products: whether it is really worth recycling and how to go about greening the office. Our Online Audit is designed to answer these questions. It is aimed at those putting green office policy into practice and those who want to protect the environment but may not have the time or the money to immediately overhaul the workplace. To work towards a greener office environment we all have to look at the resources we use and reduce the waste and pollution that is created each working day. We hope that this audit will provide solutions and guidance in creating that greener office. Greening the Office Online Audit The audit includes basic information on identifying environmental impacts and finding solutions. The majority of the questions will apply to all offices. Supporting Information The fact sheets provide practical information on the main topics. There are also directories of web based links to sources of further information, green office suppliers, environmental calculators. Green Office Action Plan For even more information on Greening the Office, we have produced a comprehensive easy-to-use guide, the Green Office Action Plan (GOAP). It has additional background information on all the topics (and more) included in our Online Audit. The GOAP includes practical â€Å"blow-up† pages, audit templates, facts and figures, green suppliers and additional sources of information. All information contained in the Green Office Online Audit, including details of companies, organisations, their products and services is believed to be correct at the time of initial launch in June 2003. Friends of the Earth Scotland cannot be held responsible for any services or goods offered by the companies contained in the Directory, nor do we endorse any environmental claims made by the said companies. Supply Chain Management with other Departments SUPPLY CHAIN MANAGEMENT WITH OTHER DEPARTMENTS 7. 1 INTRODUCTION A supply chain management is the hub of a large part of a company’s business activity. By its very nature, it has tried to maintain cordial relationship with all other departments in the firm, as well with the supplier’s. The reason been as it has to operate in accordance and in line with all other departments. I have tried to learn the role of supply chain with some of the departments in LG Electronics, to which a brief description I am giving below: . 2 SUPPLY CHAIN AND MANUFACTURING Supply chain plays an important role in the manufacturing, because it aims at procurement of material at the right time and through the right channels. Maintaining coordination between the two pays off in many ways. It assists in the efforts by obtaining faster responses from the supplier, working with suppliers to improve their capabilities etc, which is generally not seen in t he common scenario. Other important issue noticed is that of the information technology which have greatly simplified the relationship between the two. Use of computers and other sophisticated software allow the firm material resources planning system to communicate seamlessly with the counterpart system at the firm suppliers. All these factors contribute a lot in reducing the direct cost and offsetting the increase in the material coast, besides adding added benefits like of skilled machinists and expensive machine tools and other high priority work. 7. 3 SUPPLY CHAIN AND MARKETING Supply chain should be marketing best friend as it directly or indirectly affects the sales process of LG Electronics. Further in case the product is not demanded or the sale is less than in that case the supply management department can be intimated and they can further reduce the procurement of the material from the supplier. Beside this supply chain also provides immediate information regarding increase in the material price. This helps the marketing department to evaluate the effects of rises in price estimates given for the future sales quotations, on current selling price and on plans for the future product lines. As such LG Electronics emphasis that the supply chain and marketing department must wisely blend their interest in the area of customer. There should be a correlation between the two so that what ever has been advertised by the marketing department is been produced and delivered to the customer. This is only possible when the supply chain of the organization is efficient and effective in the procurement and maintaining a regular flow of material in the organization. 7. 4 SUPPLY CHAIN MANAGEMENT AND FINANCE The finance department of LG Electronics is charged with two principle responsibility – obtaining funds and overseeing their use. Supply chain of LG is responsible for as much as 80 percentage of firm’s financial resources. As such the chief financial officer has a vested interest in cost efficient supply chain management. This department has some very important role to play in supply chain as it determines the amount of resources that the firm needs to procure, when to procure, what to procure etc. If this department of LG is not efficient it will not be able to make an impact on the supply chain as everything is depended upon the financial resources. Further it helps in effective investment so that the company does not have to pay higher price for the same material at the later stages. Further it make prompt reimbursement to supplier which ultimately helps in maintaining goodwill in the minds of the supplier and also obtaining good quality of material at lower cost. As such supply chain and the finance department should coordinate on expenditure that has significant impact on the firm’s cash position. . 5 SUPPLY CHAIN MANAGEMENT AND QUALITY In LG Electronics major emphasis is been given to quality both in terms of raw material procurement and finished goods. As such quality professionals are involved not only in maintaining quality but also undertaking the development of new products, sourcing and minimizing quality problem throughout the supply chain. 7. 6 FOUR PHASES OF SUPPLY CHAIN MANAGEMENT IN LG ELECTRONICS The four phases of supply management require many perspective and inputs best obtained through a cross – functional approach. The four phases of supply management are as follows: 1. GENERATION OF REQUIREMENT – the generation of requirement is a critical activity that results in the identification of material to be purchased, along with the development of specification and statement of work describing the requirements. This is an important phase since most of the designing is done relating to purchasing material, service and equipment. It also takes into account the commercial issues like cost, availability, substitute and alike. 2. SOURCING- the main aim is relating to the identification and selection of the supplier whose cost, quality, technology, dependability and service best suits the need’s of the firm. Thus it not only aims at identification but also in maintaining cordial relationship with them. 3. POST- AWARD ACTIVITIES- this activity ensures that the firm receives what was ordered on time and at the price and quality specified. The activities that are been included are supplier development, technical assistance, troubleshooting, and the management of contract and the resultant relationship. 4. SUPPLY MANAGEMENT SYSTEMS- it is very important for a firm to have a management system. A cross functional approach to supply management allows each functional area affected by the procurement of material, equipment, and service to be involved at a point where it may contribute to the lowest total cost. For instance we take the case of ‘operation has it in the productivity implication of different material’. Although such activities do not participate early enough to voice their concern and needs. Customer Focus in Supply Chain Management CUSTOMER FOCUS IN SUPPLY CHAIN MANAGEMENT . 1 INRODUCTION Supply chain management has in recent years has acquired immense attention in the industry circle. The growing interest can be attributed to he rapid changes in the global business scenario. It has know been looked upon as an expanded responsibility to attain value optimization, and to compete on a variety of dimension such as cost, quality, and flexibility. As such when we focus our study towards customer we basically try to identify: ? The significance of customer in the supply chain; ?The importance of customer-driven strategies; The various strategies of customer satisfaction; ?The imperatives for supply chain management; ?The rationale of supply chain management towards customer. 8. 2 FOCUS ON CUSTOMER SERVICE Effective customer service has become a competitive requirement and a way to attract and retain customer. A focus logistics and customer service strategy is still a dream of various companies, to which LG is responding positively. The reason been the company articulated and consistent customer service goals and the logistic function within the supply chain management has dominantly remained focused. Despite all these efforts it is still trying to accomplish a complete customer service by taking into account the following: ? To provide a quantitative understanding of the customer requirement for each element of customer service, like delivery, reliability, availability etc; ? To measure the relative importance of each element of customer service; ? To asses the performance of the company and of its major competitors for each element of customer service; ? To provide an understanding of the relative significance of customer service issues related like price, product and quality. These above mentioned service can be of great benefit if properly conceived and implemented. Beside this, survey can provide a clear direction to the logistic function allowing it to focus energies on creating and managing a system that most efficiently achieve the consensus. 8. 3 CUSTOMER SEGMENTATION A useful and very powerful tool for understanding the customer requirement is to segment them on the basis of some common characteristics. This helps the company to have a bird’s view about its customer. Especially in case of onsumer durable industry like LG Electronics whose focus is on understanding customer requirement and organizing activities to serve the customer. But in the era of cut throat competition LG is trying to device new ways of grouping customer. One of these approaches is account segmentation which organizes customer into common groups based upon their common attributes. Through this approach LG is trying to identify market segment that is well positioned to se rve and than organize its product and service offering to serve them in a distinctively superior way. Another way is the creative account segment which allows them to think new ways about the customer requirements. 8. 4 CUSTOMER – CENTRIC SUPPLY CHAIN In the context of present scenario ‘customer satisfaction’ is something that keeps on revolving in the minds of the competitors with reference to as how they could capture the market and have their dominance in terms of their product in the market. As such the focus has know shifted from product centered to customer centered because customer is considered as the king and unless they do not consume the products the company cannot be successful At times we do hear that companies are not able to mark their presence in the market in terms of their product, and if we go for the reasoning we find that there are two attributes or reasons-not keeping in mind customer requirement, and because of not having a clear statement of vision and mission. When we talk in terms of LG Electronics we find that LG because of its sound policy and practical approach is able to provide the best service in the industry besides keeping lower cost than that of its competitors. This has being possible because it has prepared a clear written statement of his mission of the supply chain which is in consistent with key corporate strategic thrust. This helps LG in attaining its target and remaining its loyalty towards its customer. These targets further acts as guidelines for designing and fine tuning the supply chain system and to track actual performance against the target that has been set. Know we take into consideration the various important aspects of customer service on which LG Electronics has emphasized and because of which it has mastered its success at the global level. These important aspects are: ? Ability to fill the complete order ?Accurate documentation ?After- sales service ?Assistance with design changes ?Availability of spare parts ?Competence and availability of technical representatives 8. 5 ENVIRONMENTAL FACTORS Environmental factors also do have a strong bearing on the manufactures to produce goods which are acceptable to the society and are appreciated. If the factors are not taken into consideration then it would be very difficult for the company to sell its products in the market. Based upon these LG Electronics always take into consideration these factors. As such I have tried to identify these factors, which are been divided into two parts: 1). External Economy 2). Internal Management External Economy: ?Recessionary economy ?Rising/falling prime interest rate and condition of equity markets ? Increasing international regulations involving – 1) Product Related 2) Environmental (ISO 14000/Euro II) 3) Safety ?Increasing transportation cost Internal management ?Repositioning supply chain management ?Integration and upgrading of customer order processing function using IT ? Computer modeling of large scale distribution system ?Pressure on inventory reductions from top management Better use of data processing capability using IT ?Experience gained from period of product shortage with lower customer shortage service levels specially in developing economies As such LG Electronics focus its attention on serving their customer the way their customer wants to be served for that it must address five important areas: ? Understanding custome r service needs ?Value added capabilities ?Redesign the logistic network structure and operating policies ? Identifying the performance level or the level of acceptance along with a comparison with key competitors CHAPTER SEVEN RESEARCH METHODOLOGY It is a conclusive research which is based on operational procedure of LG Electronics. The finding of this project is based on qualitative data rather than quantitative data. Therefore the major finding would be dynamic in nature. The analysis of this project is presented through graphical presentation based on data collected. Some of the quantitative and qualitative method will be used as per requirement of the research work. SOURCES OF DATA COLLECTION In this study of mine I would be collecting the data through two sources, which has been as follows: Primary Data: . Personal interview 2. Questionnaire Secondary Data: 1. Journals 2. Magazine 3. Company Bulletin 4. Search Engine – Google CHAPTER EIGHT DATA ANALYSIS AND DICUSSION An Overview This chapter focus its attention on the data analysis of the responses received as a part of the questionnaire that was been filled by them. The graphical representation would also help me in proving my hypothesis which I have set in my study. Along with that I would be focusing my attention on some others aspect but they will be correlated to supply chain in some form or the other. The graphical representation would be self explanatory; beside this some data in form of theory would also be written to help the reader or the evaluator to understand it completely. 8. 1 Use of information technology while implementing supply chain management Information technology has always played an important role in the diversified field. When we specifically talk in terms of supply chain of LG we found that employees are willing to accept it, as responded by them in the questionnaire since it indirectly benefit them. The following diagram 1 represents the same Note N represents sample size . 2 Results delivered by supply chain This diagram 2 includes the response of basically of the middle management who are in a better position to say about the whether supply chain has delivered results to LG Electronics or not. Note N= Sample size 8. 3 Purchasing of additional software for supply chain Note: N = sample size 8. 4 Application of Information Technology in supply chain Here the m ain reason for asking such a question is to know the application of IT with special reference to satisfaction level. Note N = sample size 8. 5 Reason for implementing supply chain When organizations introduce something new there is some purpose or logic behind it. In case of supply chain we have tried to figure out the context in which the concepts is implemented and the area of its greats impact. The diagram 5 represents the logic or purpose Note N= sample size 8. 6 Training to employees about supply chain In this diagram 6 we our trying to figure out the complexity involved in supply chain training or that it a simple way process. In this question I got a mixed response from the employees, because a different kind of training was provided to different employees. As such a standard training is not given to all the employees. Note N = sample size 8. 7 Performance response of supply chain working Note N = sample size 8. 8 Preference for the procurement of material Supply chain of LG Electronics is depended on the procurement of material. Since the material is required on a continuous basis the management of the company needs to identify the preference sources from where to procure material. Diagram 8 represents the source from where the material is taken along with percentage quantity. Note N = sample size 8. Supply chain management effect on decision making LG Electronics as researched has tried to offset a negative impact of decision on the flow of supply chain. Due emphasis is paid to see that there is no delayed action that directly or indirectly affect the supply chain. Note N = sample size CHAPTER NINE GENERAL OBSERVATION FINDING OF THE STUDY ?Supply chain management is a relatively a new subject of study, therefore should be cautiously b e used in order to be effective; ? The primary data collected revealed that employees show enthusiasm towards the new concept introduced; ? The research reveals that supply chain is most effective in the procurement and distribution of goods; ? The future prospects of supply chain are challenging and competitive; ? The research reveals that the objective of supply chain is to achieve operational excellence; ? Supply chain facilitate executives in formulating a comprehensive strategy and control framework; ? Supply chain is an effective tool for increasing profitability, market share, and responsiveness; SWOT Analysis of LG Electronics Strengths: ?Young and Dynamic management; Strong desire among the employees to improve the existing system and procedure; ? Broader frame of mind of employees reflected by their acceptance of changes in their working patterns; ? Company’s name and its goodwill in the market. Weakness: ?To much paper work is involved in the procurement of material; ? Not a healthy information storage leading to delays in passing orders; ? Too many vendors; ?No specific standard for the procurement of material. Opportunities: ?Growing market for consumer durables which makes an effective supply chain use; ? Information technology can be effectively explored; ?A field of study with lot of growth opportunities; ?Increased market share due to quick flow of finished products. Threats: ?Not easy flow of material as desired due to increased competition; ? Technological advancement is a major threat ; ?Numbers of competitors. CHAPTER TEN CONCLUSION Managing faster supply chain has become imperative to gain and sustain competitive advantage. The challenge of the modern manufacturing company is to keep a holistic approach towards the management for remaining competitive on an international basis. The focus is on the increasing importance of the supply chain function to corporate competitiveness As such a study of 100 random samples of LG employees in supply department was conducted in order to understand the effective use of supply chain management and its application in the light of information technology. Research was conducted accordingly and a favorable response was seen among the employees towards the adoption of supply chain management which can be seen from the graphical representation. The conclusion drawn is that most of the employees feel that use of information technology in supply chain would definitely going to enefit the organization in the long run. Thus the hypothesis set by me is accepted since LG do believe that information technology has important role to play in the supply chain management. Further they should form a strong customer and supplier database and underline some strategies in order to promote the supply chain and make employees aware about it. C HAPTER ELEVEN RECOMMENDATION FOR FURTHER STUDY Supply chain management is an integrated document useful for understanding the most essential business process of an enterprise and useful in confronting emerging challenges posed by the external environment. In my study of supply chain management in LG Electronics, I have tried to depict, supply chain in the light of information technology. That is how information technology can be a useful tool in the implementation and successful operating of supply chain. As such following are the recommendation for further study in relation to the points that needs to be focused: ? To study the benefits of an integrated framework for a coordinated system working and its effective use relating to supply chain; ? To study the recent developments in the field of Information Technology and its use in supply chain; ? To understand the implication of various technologies on the supply chain; ? To understand the significance of an environment friendly supply chain; ? To understand the basic trade off involved in the selection of supply chain; ? To study the benefits of being competitive through the elements of supply chain management strategy as used by. BIBLIOGRAPHY 1. Essential of supply chain management By Dr. R. P. Mohanty and Dr. S. G. Deshmukh 2. World class supply chain management By Burt. Dobler. Starling 3. Journal on Industrial technology 4. Journal on supply chain management 5. Company Bulletin, Magazine, newspaper 6. www. google. co. in . www. lg. com REVIEW OF LITERATURE The first view of purchasing was the material management concept. Undoubtedly this movement was accelerated by the Second World War – the rapid growth of aerospace firm and the influence of military logistic. But by the end of mid 1950’s, material management concept gain significance with the introduction of supply chain management. The manager of the organization felt that production control and in plant material movement was their function. As such material requirement planning was forced in the organization, to look at the entire flow of both incoming material and outgoing finished goods as a system. In between them the purchasing was caught with constant changing delivery dates, order and quantity etc. As such a book written by â€Å"D. N. Burt† represents a major bridge from material management to supply chain management. He develops cross functional team approach which is build on synergy advantage of material management but expanded it to include suppliers. Here the major ownership is being on ownership cost. As such supply chain management is the upstream of the organization value chain and is responsible for ensuring that the right material service and echnology are purchased from the right source, at the right time and is directed towards the end or the ultimate user. Questionnaire 1. Which Supply Chain Management software/Method do you use? ?Please specify. .. .. . . 2. Did you make use of Information Technology when implementing your supply chain management software? ?Yes ?No 3. Did your supply chain software deliver the result expected or promised by the company? ?Yes ?No 4. Did your supply chain software require additional expenditure to customize the program to your company operation? ?Yes ?No 5. How often do you need to purchase upgrades for your supply chain software? ?Often ?Sometimes ?Rarely ?Do not purchase 6. Would you like to purchase additional software for the company? ?Yes ?No 7. How satisfied were you with the application of Information Technology in supply chain management? ?Satisfied ?Somewhat Satisfied ?Undecided ?Dissatisfied 8. What was the main reason you to implement the supply chain management? ?Planning ?Map out supply chain function ?Solve conflicting objective within supply chain