Reflective Practice and lifelong learning

Reflective Practice and lifelong learning Within this essay, the research will use Reflective Practice in a teaching experience. It will focus on The Community College Whitstable and the curriculum that the students experience. It will highlight the changes that have happened from the introduction of the National Curriculum to the present day, and how the curriculum ideologies, models and theories have shaped the education system in Britain. This essay will identify Reflective Practice and evaluate the different ideas from scholars and professions such as Schon and Brookfield. This essay will evaluate and develop understanding of assessments in Britains state education system and how it affects The Community College Whitstable. It will explore how self reflection in it truest sense progresses teachers in their understanding of both the curriculum and the students they teach. Incorporating a reflective practice in ones own professional teaching methods, would be one way to keep up with the ongoing appraisals that should occur in any professional set up or learning experience. One could describe reflection as looking back at past teaching experiences, either good or bad, and determining whether the experience could have been better managed or taught. There is a clear distinction between thinking and reflecting. Thinking could be associated with a problem and solution where as reflecting may not have an absolute end result. Working as a teacher in a secondary school poses many problems, and many questions that are very rarely answered. The problem that surfaces with the idea of reflecting on ones own practice is that we as teachers are not given the time, or the motivation to reflect more often, or more deeply into our methods, teaching styles or delivery of the curriculum. The introduction of standardisation by way of the National Curriculum towards the en d of the 1980s and the beginning of the 1990s by the Conservative Government, has taken away the power from the individual teacher in deciding what is important. It could be argued it has reduced the teacher to nothing more than a messenger of a state controlled curriculum. It also suggests a hidden agenda. Neary,M (2002) highlights the hidden curriculum and the attitude towards education and the function a school should play in preparing people for society. Neary,M (2002,p45) states Lynch 1989(1989,p3): The particular social relations they deem important in the reproductive process are principally the hierarchical division of labour between teachers and learners, the alienated character of learners school work itself, and the fragmentation in work reflected in the institutionalised and often destructive competition among learners through continual and ostensibly meritocratic ranking and evaluation. Neary,M argues that writers such as Bowles and Gintis have made connections with a capitalist society and how this is reflected in the school system. It is important to reflect on the curriculum one teaches and who decides what is Really Useful Knowledge and how socially effective this is for the learners that we teach. The curriculum that is offered at The Community College Whitstable is GCSES in all the core subjects, BTEC in Construction, Physical Education, Science, Drama, Science, Music, Business Studies, Travel and Tourism, Design and Technology, NVQ in Hairdressing, professional qualifications in Motor Vehicles (IMA and ABC) and A Levels. Students at The Community College Whitstable are increasingly becoming familiar with BTEC rather than the traditional GCSES which are favoured by most Grammar and the top tier of other State schools. The reasoning for this could be that state education is undergoing huge fundamental changes through political and ideological mindsets. The Nati onal Curriculum was sought to increase the students learning, the House of Commons fourth report states (2008, p10): This document essentially identified four broad purposes; introducing an entitlement for pupils to a broad and balanced curriculum; setting standards for pupil attainment and to support school accountability; improving continuity and coherence within the curriculum, and aiding public understanding of the work of school: The school state system has now moved on more than a decade since that pledge and is currently at the centre of a political overhaul. The Community College Whitstable is entering more students onto the BTEC programmes than ever before. Through reflection of the stance and vision that the school is taking, and with regards to the increased flexibility of the school curriculum programme, one could see that schools such as The Community College Whitstable are increasingly struggling to compete on national and local terms through GSES results. Therefore turning to BTECs is a way to increase students results and move up the league tables. The popularity with BTECs are that they are all coursework driven and this does give them an advantage over GCSES which are part coursework, and part end of year exam towards final marks. The coursework is internally marked and externally verified, students who would not have had any chance of getting good results through GSESs, stand a better chance wit h BTECs (possibly getting 4 GSSEs at A* C grade on another subject.)The Community College Whitstable has been excellent in implementing the previous Governments call for Vocationalism and Diversity in the curriculum but is that all about to change with the new Coalition Government. It is important to reflect on ones teaching of the curriculum, knowledge, delivery, learning styles and methods, if we are to progress and grow as a teacher or facilitator. At present there are no school guidelines to become a Reflective Practitioner but there have been many authors and professionals that have laid down models for reflective practice to be incorporated into the curriculum. Brookfield,S states ( 1995 p29 ): We have available four lenses through which we can view our teaching. These lenses are represented by the four arrows in figure 2.1. They are (1) our autobiographies as teachers and learners, (2) our students eyes, (3) our colleagues experiences, and (4) theoretical literature. Viewing what we do through these different lenses alerts us to distorted or incomplete aspects of our assumptions that need further investigation. For example using a challenging student as a case study who attends the vocational centre is a good way to reflect on Brookfields lenses. The student that I have identified has had domestic problems and personal problems that stem from his home life. The student has a low academic ability and falls into the category of additional extra needs, which would have been recorded on his data from assessments conducted in key stage two and three. I believe this student suffers from low self esteem and confidence which reflects his aggressive nature towards education and superiors such as teachers and people in authority. The student was pushed into the vocational centre because of stereotyping and the low criteria needed to enrol on the courses at the vocational centre at The Community College Whitstable. Taking this into consideration and seeing it from the students eyes would help all teachers deal with his/her challenging behaviour with greater empathy and compassion, and in turn this wou ld enable us to tackle these problems with greater knowledge. A minority of students may have an awful home situation and life in a social environment that does not promote learning. Students may be come to school with that baggage of home life and may suffer from a lack of confidence through low academic ability. Seeing this situation from a students point of view should encourage us as teachers to be more thoughtful and tactful when dealing with certain students. From my experience of working and teaching at The Community College Whitstable, the students who chose vocational courses are generally lower ability students. Although there are some exceptions to this, and there will always be students who opt for vocational course who are academically bright. Students that are on the Construction courses at The Community College Whitstable may have problems that range from behavioural, social and academic through to the medical and physical. Through my experience as a teacher, communic ator or facilitator I have always relied on my autobiographical learning, for example, teaching students carpentry and joinery through my own good experience as an apprentice and then going on to study at college. This reflection into my past experiences has helped me to become a more rounded and competent teacher of the skills of a crafts that goes back many centuries. I believe that all teachers should use their autobiographical learning in their teaching because we can all remember the good teachers or the good instructors and employers. Our autobiography should form the foundation of our teaching methods and styles. Peer assessment is a crucial part of a teachers learning experience either informal or formal, both of these tools are equally important. Teaching on the BTEC Level 2 Construction course involves two members of staff and each member has equal responsibility to internally verify each others work. Fifty per cent of all students work will need to be cross referenced and internally verified. There are regular team meetings and departmental meetings on marking, students performance, attendance and behaviour. These meetings have always been a good way to pass on shared knowledge and to exchange ideas and beliefs on the best ways of teaching. Informal feedback from ones colleagues can be just as effective, for example asking a colleague to come into a class to observe a particular part of the lesson can provide us with greater knowledge of the situation. By simply asking other teachers how they deal with problem students can solve the mystery. From my experience a colleague had advised me to make up a seating plan at the beginning of the lesson to combat bad behaviour. The idea is that you have already taken control of the situation and the student understands this and responds accordingly. To this day the strategy has worked. Understanding how and why students behave in a manner requires understanding of human needs, this may not come naturally to most of us, but the ability to reflect and to research is a tool all teachers have at their disposal. Completion of the Certificate of Education course in previous years and now studying the BA Hons in Lifelong Learning, has put me on a learning curve using theoretical literature that I am still researching and trying to comprehend. This research into curriculum ideology, curriculum change, knowledge of education etc. suggests that education is not what it seems but a smokescreen for competing egos and polices from political parties at the helm of the countrys future. Brookfields Lenses challenges us to move away from our point of view and to take onboard other interferences that may or may not make a students progress or fail. Brookfield highlights the complexities of how we learn, and how the learning environment is always affected by more than one issue. By becoming a Reflective Practitioner it can help one understand the problems that arise from the problems teachers face. Brookfield identifies Reflective Practice as a way in which teachers can make sense of the education system and the political intrusions that occur in the curriculum. He suggests that through critical reflection we find our footing and are then able to have an openness that benefits both students and teacher. The students can be very challenging and will all have their own set of issues to deal with as outlines above. Using Brookfields Four Lenses to deal with a challenging student would be one way of discovering the true art of pedagogical teaching. Reflective Practice thro ugh Brookfields model would be beneficial when one encounters a difficult day. Peer evaluation forms an important role in our teaching methods, Brookfield highlight this in his Four Lenses and states (1995, p35) Our colleagues serve as critical mirrors reflecting back to us images of our actions that often take us by surprise. As they describe their own experiences dealing with the same crises and dilemmas we face, we are able to check, reframe and broaden our own theories of practice. This discovery through other teachers who deal with the same problem students is very important for a teacher to progress, and move on in their pursuit of becoming a competent teacher. Brookfields fourth lense focuses on theoretical literature whereby teachers and lecturers should read more about the processes of learning theory and research. Brookfield states (1995, p37): Reading a theoretical analysis that offers an alternative interpretive framework for a situation can be life saving or at least, career saving. Critical theory may help us realize, for example, that students disinterest is the predictable consequence of a system that forces people to study disconnected chunks of knowledge at a pace prescribed by curriculum councils and license bodies. Theoretical literature is covered by the leadership team at The Community College Whitstable in Staff Development evenings. From my experience this literature is used to justify their strategy rather than to professionally develop a teachers mind. Theoretical literature can help teachers to allay their fears and seek assurances from other professionals outside their working environment. Unfortunately too few teachers actively read theoretical literature on pedagogical teaching, from my experience reading and studying literature on behaviour has been a great source of encouragement. Brookfield points out that the reasoning for this is that the studies carried out about teaching in theoretical books are always written by academics and not teachers. The previous Government had realised this, the fourth report on the National Curriculum states (2008, p32): At the same time, teachers need to be given a stronger sense that their own innovations in pedagogy can be valued. There is considerable support for the introduction of some form of pedagogic bank developed by teachers for teachers. In order for teachers to become a Reflective Practitioner or teacher they would have to question the basis of the Curriculum and the hierarchical institution that administers it. This would bring them in direct conflict with the whole school system and the powers that control the system, both centrally through government, and directly through the senior management of the school. This theory of questioning the core values of an educational institution goes against the National Curriculum set up under the Conservative Government, where teacher control and powers are limited. In a world where we are now used to following the rules and codes of organisations the true spirit of people power has been born out of us through Capitalism, Globalisation and dominance. If one was to take onboard reflective teaching and use it as part of the curriculum timetabling it would help us to become better teachers and this would help us teach students what we think is important to them in the outside wor ld. Schon, D (1995, p332) argues: What happens in such an educational bureaucracy when a teacher begins to think and act not as technical expert but as reflective practitioner? Her reflection- in-action poses a potential threat to the dynamically conservative system in which she lives. As mentioned earlier the hidden curriculum has many agendas, ever since the introduction of free state schooling in the 1940s the issue has always been what should the students learn and why. Education was seen to be a way to move a nation on from the traumas of the World War and the depths of despair. The Education Minister at the time was R. A. Butler. In a draft white paper (1943, pp182) he stated: The new educational opportunities must not, therefore, be of a single pattern. Schools and courses must be available to suit the needs and aptitudes of different types of pupil or student. It is just as important to achieve diversity as it is to ensure equality of educational opportunity. Although the Government were not directly involved in educational curriculum there was a firm directive from the Government. Scholars throughout history have identified learning models and theories, armitage et al (2003) identified five Models of Educational Ideologies: Classical Humanism, Liberal Humanism, Progressivism, Instrumentalism and Reconstructionism. Armitage argues that we as teachers need to understand these ideologies in order to take them on board and through this knowledge we as teachers can set the learning experience for our students. Out of the five ideologies Reconstructionism seems the furthest away from our educational system and would suit the Developing World who need ideologies to pull themselves out of economical turmoil. Neary,M (2002) suggests that the Liberal Humanist ideology has been the most relevant since the industrialised west evolved. Neary argues that this ideology had favoured the private and higher classed schools such as the Grammar schools but not the State schools. Tony Blairs New Labour Government and the educational ideology could be coined with instrumentalism. The educational policies under Blair such as the Leitch Report (2006) are in keeping with the instrumentalism armitage et al states (2003, p209): The instrumental curriculum sees knowledge in factual terms and is clearly lecturer/teacher/trainer led. Thus, through instrumentalism education and training students are preparing themselves for their roles in the workplace and in society as a whole. This instrumentalism has had a major effect on state schools such as The Community College Whitstable because since New Labour, Vocationalism has made its way into Secondary schools and is now part of the curriculum for fourteen year olds. It remains to be seen whether the new Coalition Government are prepared to carry on these ideologies or follow another path. In a perfect world the educational ideology would be Progressivism Armitage et al states (2003, p208): The curriculum would be based around active problem-solving in a variety of social contexts and be constructed of topics which interested and challenged students (learning from experience) with the aim that people would learn how to think for themselves, make decisions, cooperate and participate as makers of a democratic society. The problem that has arisen in the curriculum today is that students are being spoon fed the information and that they cannot think for themselves. This is the result of the curriculum being too narrow and too focussed on good result and attainment rather than students growth. In order for our society or political organisations to decide the fate of our education system or the role it plays in how the students will be taught, curriculum research is carried out to ascertain the end goal. Neary, M (2002) has highlighted two curriculum models the Product Model and the Process Model. The Product Model is linked with behaviour and Neary, M (2002, p60) cites Tyler (1949); 1. What are the aims and objectives of the curriculum? 2. Which learning experiences meet these aims and objectives? 3. How can the extent to which these aims and objectives have been met be evaluated? 4. How can these learning experiences be organised? Under this model each question will need to be answered in order for the development of the curriculum to be successful and achieve the goals and outcomes intended. According to Neary the model was not without its critics based solely on the thought that a curriculum can not be based on Behaviourism. Armitage et al states there was an alternative model for curriculum development, the Process Model (2003, p203): This is an approach to curriculum which is interested in the processes and procedures of learning so that the learner is able to use and develop the content, not simply receive it passively. Neary,M states the Process Model focuses on (2002,p61): Teacher activities (and therefore the teachers role), student and learner activities (perhaps the most important feature), the conditions in which the learning takes place. Students on the BTEC level 2 Construction courses at The Community College Whitstable will have a varying degree of both models in the course aims and objectives and the structure and delivery of the content material and assessments. The BTEC Level 2 Construction courses will already have predetermined aims and outcomes in which the learner will have to meet to satisfy the awarding body, if they are to achieve the qualification, this type of curriculum falls in line with the Product Model. The BTEC does allow for some autonomy of the teachers because the modules or units will have to be personally written by the teacher or lecturer for the students to complete. This does reflect part of the Process Model but the self written units and delivery of the units have specific guidelines laid down by BTEC Edexcel. Curriculum change and the ideology behind it are very important when considering a wholesale change of the National Curriculum for schools in Britain. With the introduction of new qualifications, the assessment of that is fundamentally important to the success and the longevity of the new set up. Knight, J Minister of state schools (14-19) states (2008, p1): Many schools are already seeing the benefits of using assessment for learning practices and resources, but I want all schools to have access to high-quality training and support so that assessment for learning can be embedded in all classrooms. The previous Labour Government had targeted assessment as the way forward for schools to tackle students failings. According to the department for Children, Schools and Families (2008) the assessment for learning championed by Labour would enable students, teachers, parents and schools to know how the student is performing, where they should be and how they are going to achieve a satisfactory level of performance. For schools this meant that the structure would be transparent for all to see. For teachers they would now have a foundation to work from and be able to test students intermittently against the agreed assessments and criteria that are laid down by Government bodies. There are many ways to test students ranging from summative testing (end of year exams), to formative testing: this could be conducted in the classroom and workshops, and initial testing which would be carried out at the beginning of the course. The core question that needs to be answered when assessing is, are the means of testing reliable and valid? Armitage et al (2003, p 157) states: A valid assessment method is one which tests whether the aims and objectives of a learning experience have been achieved. The BTEC level 2 Construction course that is taught at The Community College Whitstable has various forms of assessment in order for the student to complete the units for that particular course. Currently students will have to pass six units in which three are theory units, and three are practical units. The theory units are taught on a modular basis, once the student has completed one unit they move onto the next one. The units are broken down into three smaller chunks of assessment so that it is easier for the students to digest and apply themselves and progress through the grading system. The grading systems start with a pass and then move onto a merit and finally a distinction. This kind of assessment follows the criterion referenced route of assessments, the students will have a set of questions and each question will have pass, merit or distinction attached to it. The students can elaborate on their answers and achieve a higher score or grade. The marked work is then marked by the assessor and then internally verified by a colleague teaching the same course. This is essential for the assessment process to be made valid and reliable. The practical elements of the BTEC level 2 Construction course are marked by the assessor as soon as the students has achieved the aim, which could range from building a Flemish Bond wall, making a panel door or preparing and painting a booth. The teacher (assessor) will instantly mark their piece of work in line with the course specification and grade the students a fail, pass, merit or distinction. This assessment is in keeping with a competence based formula which is similar with NVQs. There have been criticisms of this kind of competence based testing Armitage et al (2003, p166) states: Some argue that a competence-based system makes learning assessment-led. That is, for students at least, one eye is always on the competencies that have yet to be awarded and the entire course of study the becomes skewed towards ticking off such competencies. The students at The Community College Whitstable could identify with this criticism as we as teachers are pushed to increase achievements and pass qualifications rather than making sure that the student is ready equipped for the outside world. Assessment strategies and the reliability and validity have become an issue with new Coalition Government. An independent review conducted by Sir Richard Sykes (2010p3) states; There is an obsession with measurement, setting quantitative targets and compiling league tables, as though what cannot be measured numerically has no value and should have no place in education. Yet the best things in education often cannot readily be measured in this way. Dockrell and Black (1980) pick up on this theme of validity and reliability but their focus is assessment in the affective domain. Dockrell and Black (1980) argue that this kind of assessment is beneficial for the success of the students progression in their educational experience. Assessing someones welfare and preparing lessons to accommodate all students sat in front of them is part of the student centred curriculum at The Community College Whitstable. Teachers are expected to write reports three times a year on every child they teach assessing both ability and attitude although this does not go towards their final grade it can act as a tool to assess the students progress. Every child must be taught to the best of their ability is the mantra at the college. Although I do not agree with the current education system in Britain one hundred per cent, there seem to be very little alternative. The eleven plus test that is conducted in the Kent District is designed to split the brighter students from the less academic to the gain of the Grammar schools. This kind of assessment has a huge effect on all secondary schools in Kent, especially The Community College Whitstable who will have to select students that have failed or are not eligible. The Tomlinson report (2004) had promised or set out a new curriculum and assessment that would have revolutionised our state education. The report had identified that GCSEs and ALevels needed to be reformed as well as vocational education for fourteen year olds. Unfortunately, the reform did not transform the education system but was only brought in a watered downed level. Sir Richard Sykes (2010, p3) argues: We therefore present a discussion and a set of recommendations which if adopted would, we believe, help to redress the balance between education and assessment. The new specification for all BTEC courses has been renewed as of September 2010, this follows a whole shake up of the QCA framework and the governing bodies that preside over the direction of our qualification system in Britain. It remains to be seen whether this will bring the change that will bridge the gap between students progress and an education system that is envied throughout the world. In conclusion Reflective Practice enables one to view their professional role as a teacher and within society. It is important that we as teachers and professionals encourage students to achieve all that they can in the education system and to become life long learners. It is important that we encourage students to not only learn what the curriculum has offered them but to extend their learning. The essay has researched the curriculum of The Community College Whitstable and how it has adapted to the changes of a tiered school system through league tables and assessments such as the Eleven Plus. Schools such as The Community College Whitstable will have to continually surpass their expectations if they are to survive in this Capitalist State System. Brookfields Four Lenses is an important starting point for reflection in ones own professional practice and this can put the teacher/professional onto the road of true satisfaction of ones own practice. Curriculum ideologies have played an important part in Britain and the Worlds education system. This essay has focussed on instrumentalism and how this affects The Community College Whitstable and how it has played an important part in Britains Education System. This essay has identified and developed a knowledge and understanding of assessments in our State Education System. It has identified how these assessments are being used in a vocational sense through BTEC qualifications at The Community College Whitstable. It is important to understand Britains education system, ideologies and fundamental beliefs as this will enable the teacher to progress and to make sense of educational change. Schools such as The Community College Whitstable have benefited from ideology, political intrusion and curriculum development because more students are now entering sixth form and going on to university or higher education than ever before. Schools play an important part when educating the student and the local community, it is the s tart of lifelong learning for some students. Comparing the education system of the 1970s to the present day, students have a greater advantage because schools are now set up to benefit the student. The Community College Whitstable offers a vast range of qualifications that would be the envy of many countries.

Australia – the Unknown Southern Land

â€Å"The Unknown Southern Land† Even in medieval times there were stories about a large continent in the Southerh Hemisphere. But Europeans had never seen it. They wondered what it was like and whether it inhabited. They called this land terra australis incognita 1 or  «the unknown souther land » – Australia. Nowdays when people speak of Australia they can mean three things: 1) Australia as a continent; 2) Australia as an island and 3) Australia as an indenendent country. Australia is the world's largest island and its smallest continent. Asia is the continent nearest to Australia in the north. The icy shorts of Australia lie to the south. New Zealand is to the east. To the west of Australia stretches the vast Inddian Ocean. In the east the continent is washed by the Pacific Ocean. Australia is a land of striking differences. In the centre of the continent and in the west more thab 50% of the land is desert – dry and uninhabited. There are three – the Great Sandy Desert, the Great Victoria Desert and the Gibson Desert? Situattd between them. Naturally very few people live there. Most of them live on the narrow coasts of the tast and southeast. Main cities, where people live among tall office buildings? Automobile plants and busy factories, are situated there. In the nothearst? Tropical forests cover the coast. In the mountains of the southeast the snow lies for ceven months of the year. Australia is divided into six states and two territories. 1terra australis incognita (Latin) [`tera aust`r? :l? s ? n`k ta] New South Wales is Australia's leading indastrial state. Most people live along the east coast, and most of them are in Sydney. Sydney is also the largest city in Australia. It was founded on January 26, 1788. It is a pretty and indastrial city. Population of 3,700,000. In Victoria most people live in the south. Melbourne is the cfpital of the state and the largest city. Sheep and peaches and apricots are grown along the Muurray River. Population about 3,200,000 Queensland is Australia's second largest state. Drisbane, its capital, is . sitbated on the east coast. It is important export center exportihg wool, meat, wheat, sugar. Population over 1 mln people. Queensland has long beatifull sahdy beaches. Its coast is a popular place for holidaymakers. The climate along the east coast is hot and humid. It is the tropical corner of Australia. Bananas and other tropical fruits are grown here. Most of the land in the south is too dry for farming. Some of Australia's unprodnctive desert lands occupy the bigger part of the state. The state of Western Australia is dry and inhospitable except the southwestern corner of the state. Nearly all of the state's farms, sheep stations and fruit gardens are situated there. The rest of the state is dry desert land with very few towns or lonely cattle stations. South Australia is the third largest state. Most of South Australia's people, farms and industry are in the southeastern pert of the state. Adelaide is the capital and the largest city. Population over 1 mln people. It is a large center exporting wine. Most of South Australia is too dry for farming. Farming very much depends on irrigation1 or underground water. Some of Australia's most unprodnctive desery lands 1 irrigation [? r? `? e n] 2 nectaries [`nekt? r? nz] occupy the greater part of the state. Wheat and fruit (apricots, pears, peaches, nectaries2 and grapes) are grown along the lower part of the Muurray River. Tasmania, the island, is sometimes called the apple isle becaus it produces most of Australia's apples. Tasmania is one of the few plaaces in Australia that have enough rain all year. Tasmania is Australia's leading produes of pears and berries of different kinds. Potates are also grown in some areas. Northern Territory is the least populated and least developed part of Australia. Crocodiles still live in some of the twamps along the coast. Darwin is its capital and the only large settlement in the norsth. Population of about 70,000. Alice Springs, generally called Alice of the Alice, is th eonly town in the south. The capital of Australia is Canberra. The city doesn't belong to any state. It is situated on the Australian Capital Territory, which occupies an area of 2,432 square kilometres. It was builting in 1923-1927. Population of about 300,000.

Economic Justice Is Not Possible - 974 Words

Today, we all live in a society of different social classes at different levels. The social classes are (in order) the lower class, the working class, the middle class, and the upper class. With such a diverse range of people with different social and economic statuses, there is a controversial issue on whether or not we should have economic justice. Economic justice is defined as a concept; which would allow equal opportunities for everyone to receive an equal amount of pay for the equal amount of work. Many believe that not only is it possible but also desirable, practical and necessary to have economic justice, while many others believe just the opposite. I for one don’t think it’s fair that in today’s world the poor get poorer and the rich get richer. After comparing both arguments though, I’ve come to the conclusion that economic justice is not possible, desired, practical or necessary. Economic justice may be favorable for many and seem more fair tha n our current situation, but these arguments aren’t good enough to make economic justice possible. With economic justice we won’t have our social classes, because everyone would be receiving the same amount of pay for the same amount of work. Without social classes, there will be no diversity of social/economic statuses. We need this diversity to challenge the people of our nation. How is someone expected to work their way up the social/economic ladder without being challenged. Speaking from personal experience, I amShow MoreRelatedEssay about South African Investment1083 Words   |  5 Pages 2011 In your judgment, were the possible utilitarian benefits of building the Caltex plant in 1977 more important than the possible violations of moral rights and of justice that may be involved? 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Message in J.B. Priestleys An Inspector Calls - 2074 Words

Message in J.B. Priestleys An Inspector Calls J.B Priestley sets the stage play of An Inspector Calls within the fictional industrialised city of Brumley. Brumley is most likely typical of many towns where the factory owners, who supplied much required employment, were able to run things in essence how they wanted. All action of the performance is carried out in the Birlings dining room. Mr Birling, his wife and their fully-grown children, Eric and Sheila have been enjoying a family banquet celebrating the engagement of Sheila Birling to Gerald Croft. The entrance of a police Inspector named Goole, investigating the suicide of a young woman, Eva Smith, interrupts the night. Priestley conveys†¦show more content†¦Priestley again uses a character, Mr Birling, to strongly portray the views of a typical Conservative follower and totally contradict those of the Socialists. But the way some of those cranks talk youd think everybody has to look after everyone else, as if were all mixed up together like bees in a hive-community and all that nonsense. It is made immediately lucid from the start, that Mr Birling has a passionate conservative stance on collective responsibility, and opposes the idea. This instantaneously initiates a firm contradiction concerning Birling and the Inspector. Tension is amplified triggering the audience to choose between the two opinionated views. The device contradicting his opposing side allows the audience to comprehend the differences between the two parties, to exemplify the now firm segregation in politics and press the audience to support or have the same opinion of just one of Priestleys representatives of the two parties. Priestleys implication of individuals being incapable of changing their old-fashioned viewpoints to more contemporary ones is exposed in the play through various ways. Firstly, through Birling, as he is the stereotype of a Conservative follower, which may beShow MoreRelatedDramatic Devices in Act 1 of An Inspector Calls by J.B. Priestley546 Words   |  3 PagesDramatic Devices in Act 1 of An Inspector Calls by J.B. Priestley J.B. Priestley wrote a play in 1940 called â€Å"An Inspector Calls† In Act one Mr Priestley uses dramatic devices to convey his concerns and ideas to members of the audience. He also interests and involves the audience in his play. I will be analysing act one of the play to try and understand the dramatic devices that Priestley uses. Although Priestley wrote the play in 1940 the play was set in 1912. In Read More‘What Do You Think Is the Importance of Inspector Goole and How Does Priestley Present Him?’860 Words   |  4 PagesAn Inspector Calls ‘What do you think is the importance of inspector Goole and how does Priestley present him?’ J.B Priestly employs a various methods to present the inspector as well as showing his importance such as stage directions and from the language he uses. These methods allow us to understand and relate to the moral messages put across in the play. The inspector right from the moment he is introduced is commanding of the situation and already has that authority he displays later onRead MoreJ.B. Priestleys An Inspector Calls Essay1121 Words   |  5 PagesJ.B. Priestleys An Inspector Calls I am currently studying a play called An Inspector Calls by J.B Priestly. Basically, this play is about a suicide in which a whole family, the Birlings are implicated. The play is set in the home of a middle class family, on a spring evening of 1912. This play contains an important message for today’s society. The Birling family is celebrating their daughter, Sheila’s engagement to a man called Gerald Croft, when Inspector GooleRead MorePriestleys Main Aim in An Inspector Calls Essay906 Words   |  4 PagesPriestleys Main Aim in An Inspector Calls J.b. Prestly wrote An inspector calls in 1943 on a play based in 1912. He was born in Bradford Yorkshire on 13th sept 1894 and died in 1984. He left school at sixteen because he wanted to write and takes a job with a firm of wool merchants. Priestley used his knowledge in working in the local wool to present Eva Smith and the working class people. His fathersRead MorePriestlys Political Message in An Inspector Calls1377 Words   |  6 PagesThe play An Inspector Calls was written by J.B Priestley in 1945, when the British people were recovering from over six years of constant warfare and danger. 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He believed in socialism quite a lot and felt very strongly about it, and he got his point about Socialism through by hisRead More How does J.B Priestley use dramatic devices in An Inspector Calls?2690 Words   |  11 PagesCoursework How does J.B Priestley use dramatic devices in An Inspector Calls to convey his concerns and ideas to the members of the audience as well as interest and involve them in his play? 23rd, February 2005 The main theme of â€Å"An Inspector Calls† is responsibility. J.B Priestley wants to show the Birlings’ and the audience that we all share responsibility for other people’s welfare, and that wealthy people have obligations to look after those less fortunate than themselves. PriestleyRead MoreDramatic Devices in Act 1 of J.B. Priestleys An Inspector Calls558 Words   |  3 PagesDevices in Act 1 of J.B. Priestleys An Inspector Calls Dramatic irony, sound and lighting effects and cliffhangers are some of the techniques used by priestly to involve the audience whilst conveying his concerns. Throughout this play priestly wants to share his concerns of society and get his messages’ across. The main themes throughout this play are women, society and community, responsibility, family, and employers and employees. J.B priestly wants to peopleRead MoreThe Ending of J.B. Priestleys An Inspector Calls Essay826 Words   |  4 PagesThe Ending of J.B. Priestleys An Inspector Calls An Inspector calls is a 19th century play written by J.B Preistly. It is set in the early 1900s and focuses around a well-off family. They are celebrating the engagement of Mr. Birlings daughter, Sheila, to Gerald her fiancà ©, when they are interrupted by an Inspector Goole, who claims to be investigating the suicide of a young girl called Eva Smith. Every character has their part to play in the death of the girlRead MoreSheilas Development; Inspector Calls930 Words   |  4 PagesHow does Priestley present the change in Sheila during the course of the play An Inspector Calls? How do you think this change reflects some of Priestley’s ideas? Initially Sheila is thought of to be quite childish and immature at the start of the play as she teases and has a playful argument with her brother and with her mother telling her off saying ‘’Now stop it, you two’’. This resembles an ordinary family and so we can see that Sheila is treated as a child and behaves like one through the use

Should Abortion Be Permissible - 1238 Words

Subject: Whether abortion is legalized or illegal, abortion is Immoral (Presidential debates) Abortion is a very delicate issue that we heard about a lot the last two years from the political debates of our country. Many people from the democrat and the republican parties had repetitively debated whether or not an abortion should be tolerable or not tolerable. Some considered that ending the life of a human fetus is very bad and should not be permissible at all. Republican Party alleged that abortion is like committing murder as it is killing a human fetus. The Democratic Party felt that the mother have the right to make a choice of keeping or aborting the fetus, and it is not assassination until the baby is brought to life. The†¦show more content†¦A living being does not have to be a person to have an intrinsic moral value and rights. By giving this argument, people might ask what about the mother? The mother has the right of ending her fetus’s life under any circum stance for any reason at any time in her pregnancy. During the debate, Pro-choice argued that there are moments when abortion is acceptable to be done. For example: when complications happen during pregnancy and the mother can be hurt then it is ok to abort. â€Å"It is Important to understand the numerous philosophies that go behind abortion† Hilary Clinton said. The right of ending fetus life for a mother must be left on her personal decision since she only understands her circumstance, not the government. The mother accepted to be the â€Å"host body† for the upcoming baby for the next nine months and according to Hillary Clinton the democratic presidential nominated, the mother should have the right to decide if she wants to keep a baby that she been rape from or end the pregnancy. But is that moral? Almost everyone believed that human fetus has intrinsic value and infinite worth, therefore has an absolute value to live. For example when pregnant women decided to g ive birth to a fetus that is inside her womb, then everyone in the society and the law gives value to the fetus. In the other hands, if the pregnantShow MoreRelatedWhy Should Sex Selection Abortions Are Morally Permissible?923 Words   |  4 Pagesplace myself and judge moral theories more as what a utilitarian would do. I feel that some of your decisions and actions should be based on what produces the best over evil, everyone considered. As I read the case study, Aborting Daughters, I instantly answer the question, â€Å"Do you think sex-selection abortions are morally permissible?† No, I do not think they are morally permissible. Not so much because of the utilitarian’s belief, which I will get into later, but because I do think a fetus is a personRead MoreAbortion : Should Abortion Under Any Circumstance But The Mother s Health Be Permissible?922 Words   |  4 Pages â€Å"Should abortion under any circum stance but the mother’s health be permissible?† Abortion is the induced expulsion of a human embryo/fetus from the womb before it is capable of surviving independently. There are 2 main classifications of abortion, Surgical and medical . Surgical abortion - involve invasive procedures like Suction aspiration, a procedure most used in the first trimester of pregnancy. The abortionist inserts a suctionRead MoreWhy Abortion Is Permissible? Essay1587 Words   |  7 Pagesthe most widely debated moral issues is abortion, which is defined as the termination of a pregnancy followed by the death of the embryo or fetus. The point of contention on abortion is that we are putting two lives in jeopardy, the mother’s and fetus’ life. Although this issue is highly discussed, debaters, especially opponents, fail to provide explicit and extensive analysis as it is pointed out by Judith J. Thomson in her article ‘‘A Defense of Abortion.† In this article, I will be rehearsingRead MoreThe Moral Permissibility Of Abortion Essay1485 Words   |  6 PagesThe moral permissibility of abortion other than if necessary to save the life of the mother does not depend on whether the fetus is a person. This essay examines the argument to why abortion is morally permissible and defends this notion using three central impressions, to which the essay is organized by the following: first, abortion does not depend on whether the fetus is a person, because the fetus is not a person. Second, the moral permissibility of abortion cannot be exclusively contingent inRead MoreEssay On Abortion Permis sible1746 Words   |  7 PagesI will argue that abortion is permissible in all stages of the pregnancy before birth. Abortion should be permissible based on moral, health and women rights reasons. Abortion is an operation or procedure to terminate pregnancy before the fetus is viable. Pro-Choice argues that the choice to whether to have or not have an abortion is a woman’s right to choose, while Pro-Life argues that women should have the choice to her body, while Pro-Life argues abortion is impermissible. Morally, there canRead MoreThomsons View of Abortion Essay1099 Words   |  5 PagesThomsons View of Abortion In the article A Defense of Abortion Judith Jarvis Thomson argues that abortion is morally permissible even if the fetus is considered a person. In this paper I will give a fairly detailed description of Thomson main arguments for abortion. In particular I will take a close look at her famous violinist argument. Following will be objections to the argumentative story focused on the reasoning that one persons right to life outweighs another persons right to autonomyRead More A Defense of Abortion by Judith Jarvis Thomson Essay1075 Words   |  5 PagesA Defense of Abortion by Judith Jarvis Thomson In the article A Defense of Abortion Judith Jarvis Thomson argues that abortion is morally permissible even if the fetus is considered a person. In this paper I will give a fairly detailed description of Thomson main arguments for abortion. In particular I will take a close look at her famous violinist argument. Following will be objections to the argumentative story focused on the reasoning that one persons right to life outweighs anotherRead MoreAbortion : An Argument For A Pregnancy Before Normal Childbirth1153 Words   |  5 PagesTerm Paper: Abortion Generally, abortion means the intentionally termination a pregnancy before normal childbirth. Now, the topic abortion is worldwide endless intentionally termination a pregnancy before normal childbirth. The debate mainly focuses on the rights and wrongs of the result of abortion which kills the fetus. It s one of the most opposing moral issues. Most people are on the side whether totally agree or totally disagree, negligible people are the middle liner. Pro-abortion groups, whoRead MoreEssay about Using Utilitarianism to Address Abortion1286 Words   |  6 PagesIn this paper, I will be defining act utilitarianism and rule utilitarianism, use both standpoints from a rule utilitarian and an act utilitarian to decipher their responses to abortion, and investigate both claims to come to a conclusion if or if not utilitarianism is adequate enough argument to address abortion. First the definition of utilitarianism is, â€Å"An act is morally right if and only if it does more to improve overall happiness than any available alternative† (Farley). Overall happinessRead MoreArgument For Abortion : The Freedom Of Choose Life1263 Words   |  6 PagesMilsky Argument for Abortion: The Freedom to Choose Life Judith Jarvis Thomson argued that the â€Å"the impermissibility of abortion does not follow from the premises that every fetus is a person and that every person has a right to life† (Thomson) Thomson distinguishes between what we ought to do versus what we are morally required to. This essay will show how abortions are permissible and not permissible according to Thomson. Thomson first starts about her argument that abortion may still be morally

Science Periodic Table Essay Free Essays

The Periodic Table The periodic table has been updated all throughout history. Elements have been around us since the beginning of time. Elements, such as gold and silver, are examples of these elements that have been known for centuries. We will write a custom essay sample on Science Periodic Table Essay or any similar topic only for you Order Now The periodic table allows us to see the elements in their families so we can understand what properties they have. It also allows us to see the atomic number, atomic mass, and the symbol of the element. The periodic table is a source of knowledge that is still being updated as of this day. That is why the periodic table is such a valuable resource. In ancient times, the elements gold and silver were discovered. Another element that was known at this time was copper. The Greek philosopher, Aristotle said that all elements were made out of these four â€Å"roots. † The philosopher, Plato, renamed the â€Å"four roots† earth, fire, water, and air. Although they introduced the concept of elements, they did nothing to advance the nature of the matter, which matter is made of. The age of enlightenment was a big adventure for the science world. Hennig Brand was the first person recorded to have discovered a new element. He was a German merchant who went bankrupt, while trying to discover the Philosopher’s Stone. The Philosopher’s stone was a mythical object that was supposed to turn inexpensive base metals into gold. He experimented with distilling human urine until he finally obtained a white substance which he named phosphorous in 1649. Brand did not go to the public with his discovery until another scientist named Robert Boyle rediscovered it and took it to the public. In 1661, Boyle defined an element has a substance that cannot be broken down by chemical means. Antoine Lavoisier developed the first chemistry textbook. This included the elements oxygen, nitrogen, hydrogen, phosphorous, mercury, zinc, and sulfur. Lavoisier’s descriptions of the elements only classified elements as metals or non-metals. Johann Dobereiner began to classify the elements in triads. These elements that belong to these triads had properties that were similar to each other. A few of these triads are as follows: 1. Chlorine, bromine, and iodine 2. Calcium, strontium, and barium 3. Sulfur, selenium, and tellurium 4. Lithium, sodium, and potassium. With all these triads, the atomic mass of the second element was almost exactly the average of the atomic weights of the first and third elements. By 1869, 69 elements had been discovered. Alexandre Chancourtois was the first to notice the periodicity of the elements. Similar elements seemed to occur at regular intervals when they were arranged by their atomic mass. He created an early version of the periodic table. He called it the telluric helix. When the elements were arranged on a cylinder by order of the increasing atomic mass, Chancourtois could tell that the elements with similar properties lined up vertically. He published this work in 1862, but there was little to go on. In 1865, John Newlands classified 56 elements that had been discovered previously into eleven groups based on similar physical properties. Newlands said that many pairs of similar elements existed differed by some multiple of eight in atomic number. Dimitri Mendeleev created the periodic table that we use today. He arranged the elements by their atomic mass and noticed that they lined up with the elements that had similar properties with each other. He also noticed that when they were arranged in this way, the valences lined up as well. When he published his table in 1869, it had many advantages. This table is more widely used in today’s time. The discovery of the periodic table is also the discoveries of the elements. As the elements were discovered, they were added to the periodic table. Since the beginning of time, more elements have been discovered. The most recent was ununpentium. It was discovered in 2011. As anyone can see the periodic table is continuing to grow and develop. It is a child of the elements. As each element is named, the periodic table grows. The periodic table will always be an ongoing process and the updating of it will never end. That is because new elements are discovered every day! How to cite Science Periodic Table Essay, Essay examples

Marketing Management of Woolworths South Africa

Question: Discuss about the Strategic Marketing Management of Woolworths South Africa. Answer: Introduction This report primarily focuses on the analysis of the marketing strategies and challenges facing Woolworths South Africa. Woolworths is a supermarket retailer that among the leading players in the retail industry. It offers a broad range of food, clothing and general merchandise to the customers (South African edition, 2012). However, the brand has failed to sustain the competitive advantage due to the unpleasing feedbacks from the customers from social media. There are several complaints regarding the poor quality of products sold and the low competency portrayed by the client service personnel of the organization. It is also said that the supermarket promises customers of instant response to their needs but fails. People prefer to seek alternatives from their competitors such as Shoprite Group, Spar, Pick ` Pay and Massmart that ensure efficiency in meeting the needs of the local market and convenient distribution (Ehimario, et al. 2012). For example, if the supermarket want to acce lerate the growth of its market share and exposure in the food retailing, the management has to implement new market strategies and principles that can lead to customer loyalty and satisfaction. Hence, the organization can reestablish its operations and maintain a reputable brand name across South Africa and the other locations. It is from this perspective that the report shall analysis the market situation using the SWOT analytical tool, the retailers current positioning, challenges, the marketing strategy and action plan to implement in the company. The marketing objective This report primarily aims at providing an insight situation analysis of Woolworths South Africa current marketing strategy and provide appropriate recommendations that can enable it to overcome its current challenges and limitations. Therefore, it can revitalize its brand to ensure sustainable growth in future. The achievement of this objective will majorly depend on the ideal marketing mix strategies used by Woolworths. The changing trends in the retail industry of South Africa are influenced by the consumers demand for best shopping experiences accompanied by value, loyalty and low prices (Vivek, et al. 2012, pp. 122-146). Also, the report will provide the management with excellent competencies in its strategic practices and action plan that ensure Woolworths brand name sustains its competitive edge across south Africa and worldwide. SWOT Situation Analysis Strengths Woolworths ability to generate adequate capital can facilitate faster expansion and opening of more stores across South Africa is a strength that can aid in improving its market share. Hence, over time it will outdo the central market leader, Shoprite whose market share is around 36% (Luiz, et al. 2011, p.1-21). Secondly, people trust the brand, and it has a good reputation. It is a result of its distinctive competency where they ensure freshness and high quality of products that they sustain a competitive edge. The implementation of the right business journey marketing strategy that aims at creating a multiplier effect that influence the buying behavior of customers. Moreover, the organization has maintained a better supply chain management due to its ability to establish a close relationship with the producers and its suppliers (Partrick, 2016). Weaknesses Over the past few years, the company has been facing negative responses from the customers regarding their products. Some of the complaints include plastic bags and cockroaches found in the food and the poor response from the incompetent customer personnel. Hence, the consumers perception of the quality of products is diminishing. The limited market share is also a weakness as the competitors have occupied a significant portion of the retail market, hence unable to compete other competitors internationally (Descubes McNamara, 2015). The company has failed when it comes to speeding up the new technologies, for example, the integrated marketing which can aid in dominating the South Africas retail market. The managers of the supermarket also fail in making strategic decisions that can improve the growth levels. Opportunities South Africas retail industry portrays excellent growth potentials due to various factors that includes; the advances in the supply chain, computerization, and the changes in the citizen's lifestyle. Its ability to invest appropriately in food prices gives it a competitive advantage (Hems, 2010). Hence, Woolworths utilizes this opportunity to formulate multi-option retailing to meet the emerging trends in the industry. The increased group sourcing gives them an opportunity to unlock the additional margin. The emerging economies give a chance for further strategic acquisitions and franchise. Moreover, a positive perception of customers regarding the companys attention to detail and modernization of its products gives it an opportunity to extend the distribution channels and technological advancements and offer a broad range of goods (Woolworth's integrated report, 2012). Threats There is stiff competition from other retailers both locally and internationally and from players like discounters and catalog-based retailers, hence making penetration to the market is quite difficult. Due to the increased oil prices in South Africa, it becomes quite difficult for Woolworths to continue with its competitive pricing strategy (Phambuka-Nsimbi, 2015). They also face the threat of high costs of raw materials which further impacts the profits margin negatively. The frequent economic recessions also hinder the organization from opening more stores. Finally, direct government interference cause uncertainties concerning the market changes and economic conditions. PESTEL analysis Political factors The political stability of the region allows the retail industry to prosper as the companies can carry out the business activities both national and internationally. The import of raw materials from suppliers outside the country and export of end products to customers at various destinations. The government encourages international trade, therefore giving an opportunity for Woolworths to operate both in Africa, Australia, New Zealand and other continents where the brand has established stores. Economic factors The fluctuation of the South African rand negatively impact the growth of the Woolworths brand. Additionally, the economic recessions being experienced in the region leads to losses of, hence failure of many companies. Other economic factors that affect the retail industry include, low rate of savings, high oil prices and a decrease in the GDP which impacts the consumer spending patterns. Socio-cultural factors The South Africans are culturally diverse and they prefer high quality products. They believe that highly priced goods and services tend to satisfy customer needs and preferences and therefore the supermarket can gain a competitive advantage due to its competitive pricing strategy. The high demand for a better retail shopping experience is a factor that challenges the retailers to focus more on providing a broad range of products which consumers can select. The food security policy is a social factor that the country is achieving hence accelerating the exports to other countries. Technological factors The use of new technologies, e-retailing and the internet accelerates international competitiveness through expansion of the operations to other foreign markets. The advanced technologies is one of the strengths that enables Woolworths to let their customers have a lasting shopping experience and enables the company to develop a better supply chain management. Environmental factors Woolworths has put in place various measures that ensure protection of the natural environment and resources. For example, then combined waste initiatives that focus on the reduction of waste to the landfill, the recycling project and water management best practices in its supply chains. Legal factors The laws of the country require that all retailers put measures to protect employees, customers and the public at large. The increased taxation negatively impacts the performance of Woolworths. Further, the government laws protect the consumers from harmful food products that may impact the health status of its citizen. Corporate social responsibility is a mandatory fact that all retailers should comply with as per the regulations of the country. Current positioning of Woolworths Perhaps, Woolworths brand is still trusted and reliable to customers. The company is among the top 100 companies listed on the securities exchange of Johannesburg in South Africa (Mitchell, 2015). It has a strong market position in the southern hemisphere, however has failed to sustain its leadership which led to losses. The annual report of December 2015 showed that Woolworths earning per share increased by 30.6%, and the gross profits grew by 48.1%. It is evident that the company continues to expand across Africa and other continents at a high rate and hence increasing the market share from 11% (Woolworths, 2015). Despite the complaints on social media, it continues to provide quality products and services and uses various promotion strategies that aim at gaining a competitive advantage and increase the market share. However, it has not yet gained a greater market share since the Shoprite seems to dominate the food sector however they are leading in the retail industry of South Afr ica. The performance in 2016 evidenced that Woolworths recorded a customer base of 3.2 million and continued to attract young customers (WHL Integrated Report, 2016). They aim at becoming a leader in fashion and food retailing. Currently, statistics on the fresh produce and prepared food show a significant growth in the market share of the brand. Woolworth launched a brand campaign of fresh food people that aimed at freshening the positioning in the market. The target market of Woolworths constitutes the local consumers shopping both from the stores and online. Also, it targets high income earners and online shoppers and its future focuses on the black and upmarket (Chu Chiu, 2013). Their brand is gaining a better positioning in the market due to the following activities conducted by the company. Firstly, there is understanding customer needs through the world of difference loyalty program and product availability at the right place and time. Further the organization takes into consideration the environmental concerns and supporting the SA school. Woolworths strategic plans, goals and objectives show that they are customer centric and aim at providing quality products at cheaper prices. Hence, an essential step to grow the business and expand the product line (Rehan, 2014, pp.222-230). Current challenges Woolworths brand faces a slow market growth due to a slowdown in the South Africas economy since 2014 (Matsoma Ambe, 2016, pp.194-210). Hence there is a reduction in shopping confidence which has forced the company to cut its prices and focus on customer loyalty initiatives. Negative customer responses where product quality is the issue as discussed on the media. They also face the challenge of customer acquisition and retention. Moreover, the high employee turnover and weak staff morale is a great challenge which is as a result of failure to give compensation and benefits to employees accordingly (Hem Teslo, 2012). For example, the case that was raised on Facebook regarding a worker who injured herself but the organization failed to cater for her hospital bills. They also face the challenge of negative perception by customers regarding the price and value and inability to provide trans-seasonal merchandise. The market discounting led to profit downgrade of Woolworths. In addition, there is greater competitive pressure from the rivals. For example, Shoprite has come with new strategies of segmentation, and engaging customers thus shall continue maintaining its market leadership (Prinsloo, 2010). The impact of such challenges on Woolworths depends on how they control them. They may either build or destroy brand image and reputation and therefore the marketing managers should ensure that they retain customer by offering quality products that are free from defects. The adverse effects may include, reduction in repeat business, decrease in brand recognition and market share (Kapferer, 2008). However, this organization may use the following recommended strategies to overcome the challenges discussed above. The company should come up with innovative marketing strategies that differentiate their products from the competitors to change shopping habits and customer interaction with the brand. Additionally, the marketing managers have to increase the frequency of promotional campaigns and events which in turn improves sales volume. It can also ensure full participation in corporate social responsibilities activities and offer GM- free foods (Chowdhury, 2013). Moreover, the embrasure of Omni channel processes and advanced networks can result to a unified retailing and maintenance of employee efficiency. It may carry market surveys to identify areas that customers need improvement and convince them to continue shopping from their stores. Lastly, they should hire staff personnel that focus on better services to customers and respond to customers complaints on the spot rather than giving promises that cannot be fulfilled in the long run (Veneto, 2013). Effective marketing strategy to apply Revitalize the Woolworths brand There are six strategies that Woolworths South Africa can adopt to revitalize its brand from the current positioning in the market. First, it should refocus itself by defining the goals of the brand and improve the financial discipline. Secondly, it has to restore the brand relevance. This strategy requires that the organization has got a clear understanding of the marketplace, market segments, customer insight and brand promise (Hollebeek, 2011, pp.555-573). Thirdly, it should have to reinvent the brand experience which can either be emotional or functional hence leading to brand distinctiveness. Another strategy includes reinforcing the resulting culture. For Woolworths to revitalize its brand it has to identify the measurable and appropriate milestones, implement the reward and recognition systems. Next, it has to rebuild its brand trust by predicting the consumer behavior patterns. Thus, establishing a long lasting brand loyalty in its trademark. Lastly, Woolworths should realize the global alignment by rebuilding its internal and external marketing principles. Hence, by using the six strategies, it can be able to redesign the product range to satisfy the target market needs (Bose, 2012). Sustain the brand For the organization to revitalize its brand, it has to periodically monitor and change its pricing strategy from a competitive one to a market penetration pricing. New pricing can neutralize the competitors impact on sales. The measures to use may include but not restricted to, lower pricing, targeted customer offers and better range of the brands (Beneke, et al. 2012). The pricing strategy adopted by a company determines its profit and survival, and the adjustments impact the overall marketing strategy used by the firm. Therefore, they can give a discount on prices and promotion offers that can help in attracting more customers. Customers claim that Woolworths sets high prices which are not proportional to the quality. (WHL Integrated Report, 2016). Providing high-quality products can be a strategy that can change the minds of customers and be convinced that the brand is still healthy and wholesome. It is also paramount to place value on Woolworths privately labeled products to che rish the core shoppers. Hence, customers can have a new brand experience through unique brand attributes. However, it needs to expand its business by developing new stores and provide regular refurbishments of the existing ones in places where there is potential for growth. As a result, the demand for its products can increase which can lead to revitalization and sustainability of the brand. The use of the drive-thru collection techniques and new Click and Collect location facilitates convenience and customer loyalty through multi-channel customer experiences (Ferguson and Brown, 2012, pp.391-404). Grow the brands market share It is paramount to persuade and convince the customers that the brand is still of high quality and the management ensured that they addressed and rectified the issues regarding the quality of products offered by the company (Ghodeswar, 2008, pp.4-12). Revising of the pricing strategy leads to targeting a significant market share of the brand in South Africa and worldwide and survival afterward. For it to achieve growth of the brand, there is need to integrate both the traditional and emerging marketing communication channels that can lead to a successful conveyance of the message regarding the brand and its new features. The promotional tools may include social media, online and public relations to gain back customer trust and greater market share. (Kanagal, 2014). There is need to analyze the products life cycle and current positioning of Woolworths before embarking on the promotion strategies to use to revitalize, sustain and grow the market share of Woolworths. The marketing team should perform a thorough research on the people that is the target market and their demands. The company employees play a significant role in ensuring delivery of quality services especially the customer service personnel that always receives and responds to customers claims and feedbacks (Hollebeek, 2011, pp.555-573). Action plan Objectives Activities Evaluation criteria Control metrics Costs Brand awareness Contacting website owners of various industries to ask them place the Woolworths Ads on their webs. Creation of the emotional grabbing advertisement to enhance promotion of the brand. Displaying prominently the products in the store. Measuring the social media exposure. Consumers perception of value. Evaluating the engagement of customers to message regarding a new brand. The brand remains to be relevant and is properly positioned. Consumer feedback through the online polls. Level of customer loyalty and profits earned within a year Approximately $ 500,000 Increasing Sales volume Restructuring the pricing strategies Expansion of the distribution channels. Diversifying the offerings. Over-deliver quality to the prospective and existing customers Establishing clear and effective sales messages. Comparing actual sales to projected sales in the marketing plan. Increase in sales is a positive effect, Managing both variable and fixed costs Revenue earned after every financial year $ 800,000 Enhancing sustainability and growth Strengthening leadership practices in all the roles. Creating high value propositions in the overall strategy Benchmarking and measuring profitability. The rate of the revenue growth A firms reputation to crucial and regular customers. Renewed growth toward operational excellence. Insightful conversations on growth potential $ 10 million Conclusion In summary, Woolworths South Africa is facing challenges concerning the customers perception of the brand and the quality of the products. The marketing positioning is quite pleasing but it is appropriate for this organization to implement the above marketing strategy and action plan for it to achieve the goal and objective of sustaining its competitive advantage in the retail industry nationally and globally. Maximum utilization of its strengths, opportunities and competency can aid in attaining an increase in its market share. It is also important that they neutralize their weakness and threats from the external environment to achieve its goals and objectives. References Anderssen, S. 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