Significance of Selling Online Research Paper Example

Significance of Selling Online Paper Selling online can revolutionize your business. An online storefront has a number of very powerful advantages over a brick-and-mortar location that can yield big dividends for surprisingly little investment of time and money. Even if you have a physical shop, an online store can be a big help in marketing your business, as well a being a supplementary sales outlet that can add to your bottom line. The benefits of opening an online store are endless: 1 . Reduce your costs – setup and operational costs are much less than selling from a hysterical store, directly improving your bottom line. There is no rent to pay, you hire less personnel, and so forth. 2. Simplify your sales processes – using simple automation, customer orders can go directly to your products database and into the shipping queue. With a well-designed online store you can improve your sales processes considerably, reducing your costs further or selling more products per transaction. 3. Go global overnight – increase sales opportunities by gaining instant access to a wider marketplace. Sell to the entire country and even abroad! 4. You can sleep but your store never will – with your online shop open 24 hours a day, 7 days a week, you increase the number of customers who can shop your selection, further increasing your opportunity for sales. As the internet is growing and increasing on a daily basis and computers being in every home the ability to buy and sell directly online has become the internet number one commodity. We will write a custom essay sample on Significance of Selling Online specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Significance of Selling Online specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Significance of Selling Online specifically for you FOR ONLY $16.38 $13.9/page Hire Writer People from all countries, cities within Canada, the USA and the rest of the world are buying and selling online. People love shopping but a lot people do not have time to go to a shopping mall, they do not have time to waste riving to and from stores. Online buying and selling is the way to start freeing up more time to do other things with families and friends. The advantages of buying online are that it is quick, prices are usually lower priced, descriptions and comments can be seen by past customers. There is a large number of people buying online and if they are all satisfied you will be too. The advantage of buying online can be that you are not physically able to touch the product and it usually takes a few days for delivery. The advantages of selling online is that you are able to reach a large audience, you are able to sell multiple items at low low costs without having a store and at times without even having a product or service. The disadvantages of selling online is that your customers may find lower prices at other competitors, the internet is a large place and you have to carve out a niche market for you and your online products and services. Selling online has a number of advantages over selling by conventional methods, including: * Making savings in set-up and operational costs. You don’t need to pay shop assistants, rent high-street premises, or answer a lot of pre-sales queries. Reducing order-processing costs – customer orders can automatically come straight into your orders database from the website. * Reaching a global audience, thereby increasing sales opportunities. * Competing with larger businesses by being able to open 24 hours a day, seven days a week. Being able to receive payment more quickly from online transactions. * Attracting customers who would not normally have investigated your type of high-street outlet. * Improving your offerings using the data gathered by tracking customer purchases. * Using your online shop as a catalogue for existing customers. Selling over the internet is not very much different from selling on the counter. It is more or less the same thing. Selling through inter net has lots of challenges and requires lots of efforts and patience. But people think that online business is relatively simple and Just dunk into it. Elf you run your own business, then you probably know that getting customers is not that easy task. It is no different if you are running the business online. Getting customers for your business is always a tedious task. In some of the cases, it is even more difficult to get online business as there eight not be enough traffic on that site. Elf you know how to market your business, you can easily sell online. Then you do not need any web experience or programming knowledge. But you need to have some common sense and need to be a business fanatic. Then, you have the capability to run any type of business. Cost factor is the biggest advantage of selling your products online. The retail space is expensive and the traffic is limited to a local market only. An online store is always cheap and easy to manage. Considering these factors, you cannot afford not to sell online.

Free Essays on Closed Chambers

Closed Chambers Edward Lazarus has written the book Closed Chambers based on his own experiences, interviews with sources such as other former clerks, and memoranda from the chambers of the justices, as well as other accessible sources. He discusses the evolving role that political ideology has played in the decisions of various cases in the areas of civil rights, abortion, and the death penalty. He focuses specifically on the Rehnquist Court of the 1980’s. Lazarus criticizes both liberal and conservative Justices for sacrificing judicial review for the pursuit of political agenda, and collegiality and debate for machiavellian tactics. Lazarus portrays the modern Rehnquist Court as bitterly divided into factions. There are the Justices like Rehnquist, Scalia, and Thomas who are considered jurisprudentially "conservative," as well as those like Blackmun, William Brennan, Thurgood Marshall, and John Paul Stevens who are jurisprudentially "liberal" (Blackmun, Marshall and Brennan have left the court, but they were on the bench during many of the events Lazarus describes). The members of the different factions, says Lazarus, tend to vote on the important cases based on political preference, without fulfilling their obligation to justify their conclusions with well-reasoned opinions. The bad blood between the factions is serious enough that, for example, when the liberals induce the Court to hear the case of someone on death row, the conservatives have been inclined not to allow a stay of execution, which would have the result of the prisoner being killed while the Court was in the middle of reviewing his case. Lazarus also discusses the role of the clerks. The justices hire young law-school graduates to help the Court select cases to hear and also to help the Justices research and write opinions. Lazarus portrays the clerks as sharing in the factionalism of their bosses thereby, exacerbating that factionalism. This is too much ... Free Essays on Closed Chambers Free Essays on Closed Chambers Closed Chambers Edward Lazarus has written the book Closed Chambers based on his own experiences, interviews with sources such as other former clerks, and memoranda from the chambers of the justices, as well as other accessible sources. He discusses the evolving role that political ideology has played in the decisions of various cases in the areas of civil rights, abortion, and the death penalty. He focuses specifically on the Rehnquist Court of the 1980’s. Lazarus criticizes both liberal and conservative Justices for sacrificing judicial review for the pursuit of political agenda, and collegiality and debate for machiavellian tactics. Lazarus portrays the modern Rehnquist Court as bitterly divided into factions. There are the Justices like Rehnquist, Scalia, and Thomas who are considered jurisprudentially "conservative," as well as those like Blackmun, William Brennan, Thurgood Marshall, and John Paul Stevens who are jurisprudentially "liberal" (Blackmun, Marshall and Brennan have left the court, but they were on the bench during many of the events Lazarus describes). The members of the different factions, says Lazarus, tend to vote on the important cases based on political preference, without fulfilling their obligation to justify their conclusions with well-reasoned opinions. The bad blood between the factions is serious enough that, for example, when the liberals induce the Court to hear the case of someone on death row, the conservatives have been inclined not to allow a stay of execution, which would have the result of the prisoner being killed while the Court was in the middle of reviewing his case. Lazarus also discusses the role of the clerks. The justices hire young law-school graduates to help the Court select cases to hear and also to help the Justices research and write opinions. Lazarus portrays the clerks as sharing in the factionalism of their bosses thereby, exacerbating that factionalism. This is too much ...

Commerce Clause WIckard v. Filburn and Affordable Care Act Term Paper

Commerce Clause WIckard v. Filburn and Affordable Care Act - Term Paper Example The judicial system novel comprehension was solidified and elongated over the next couple of years, as the older judges stopped working due to retirement, giving FDR the chances that his militant endeavors had failed to establish. With this in mind why should we bother reviewing, much less written of the book â€Å"Rethinking the New Deal Court?† Main body Barry Cushman, a historian at Virginia University, provides a simple answer: the story we are aware of and love is incorrect. In Barry’s point of view, the assertion that a craven court suddenly neglected several doctrines to save itself from the critics of Roosevelt’s group is misplaced on every instance. The doctrinal alterations were not sudden, but happened over an extended period of time, as a number of justices slowly pulled away from previous decisions restricting government’s directive of the economy. The climax was not 1937 but rather 1934, when the judicial system defended a New York decree set ting milks’ price. At last, the absolute momentum to change was not the threats from outside, but the judgment of the courts own ruling. Even though, Cushman is in agreement that by 1940 the constitution of the pre-New Deal was gone, he is not in the same wavelength why, when, and how it was neglected. Stressing Cushman’s disapproval of the typical description, is a condemnation of the poetics of the legal authority- the way we converse about jury and rule unspoken in that account? To be distinctive, he believes that the typical explanation is too reductionist in its handling of decree and the jury. The law is reduced to politics, treating the jury as just politicians who are not elected militants who respond to their condition as any politician might be; doing what is prudential to enhance their agenda. Many at times, they are usually greedy and their reach supersedes their grasp. Such overreacting was in short what transpired in the 1930s, according to the typical ac count. By putting down the New Deal and supplementary intrepid political schemes channeled to save the nation from the Depression, the Judicial aggravated such a powerful response that it had to move back in the facet of Roosevelt’s Court-packing preparation in order to conserve what was left of its veracity and supremacy. Cushman starts by illustrating that the typical account does not fit the history of events. In fact, this description requires a string of events that is exactly the opposite of what actually transpired. Most visibly, the fairness debated and voted for the vital cases in meeting a number of weeks before Roosevelt proclaimed the court-packing strategy. Although not yet unearthed, the toggle happened before the nine noticed that they required to be saved. In the event that the court had the knowledge of the courts-packing strategy when voting, the plan stimulated up such antagonism from politicians and people that it might have threatened the justices. Indeed , looking at it at a closer perspective of opposition to the jury indicates that the real mystery is why the jury for ages to integrate the New deals. It was fastest in its resistance during the first years of the New deal, when the allies and FDR were mostly known and liked. It rejected the struggle long after the climax of

History and the Current Debate on Fox Hunting Literature review

History and the Current Debate on Fox Hunting - Literature review Example The view that man is superior to animal was also pointed out by Aristotle who thought that only humans were â€Å"capable of rational deliberation† (Trevelyan 1922). Hunting is one of the characteristics that mankind holds ever since its existence. It can be traced back to the days of the nomads whose only means of survival was through hunting. But with time, the verb has gone through a drastic change from a means of survival to a sport and thus a necessity has been replaced by entertainment. The Homo erectus hunted for living whereas the man of today hunts because hunting is a hobby and a means of amusement. It is an out-door sport with the intention to exhibit one’s skills or a perfect answer to one’s boredom. But for Paget, hunting is not a sport played at leisure but a dangerous pursuit of an animal in the places where they actually exist freely and reproduce. He says that a shot is solely registered for a hunt and if a man actually deviates from this reason, he is not a hunter and not a part of the sport of hunting (Paget 1900). Hunting is divided into various groups and fox hunting has been placed above all the other forms and has been marked to be the best sports by a group of people. It was and still continues to be the favourite sport of the Britons. Fox hunting is a blood sport as the animal world calls it and is a subject of much controversy as it is the shooting of animals for the purpose of enjoyment (Gast 2006). In Britain, the history of fox hunting holds a large volume and can be traced back to the 17th century when it was at its highest peak. It was the greatest sport until 1914 which was the year when the World War One started and it marked the end of the golden age. It was now surrounded by controversies and a full fledge debate up rooted between the masses whether it should be made legal or not and thus it was a turning point in the history of Britain (Wallen 2006). The history of Fox hunting can be traced back to 1534, when farmers in Norfolk, England started hunting down foxes with the assistance of their hounds. They were trained to follow the fox’s scent and only a hound could kill it while the hunter watched because its meat was not considered edible. The fox hunters were not much attracted to the idea of killing the fox with their own hands. They rather watched the hound do the honors while they sat on their horses and enjoyed the view. The fox was not meant for eating but was a pest that threatened farmers’ livestock and crops (Gradiner 2006). Thomas Fownes was the first man with a pack specifically for fox hunting. He sold it to a breeder in Yorkshire who further spread the transaction and by the middle of the century, several packs were seen that were exclusively kept for chasing down the foxes (Paget 1900). During the eighteenth century, fox hunting had replaced stag hunting and had spread out till Pytchley under the Lordship of Althrop (Trevelyan 1922). It had become the fa vourite sport of the riches who took it as a means of showing their wealth and valour. It was the sport of the higher class that existed in the society. There was a gradual division of class and culture and the upper class now aimed to live a much lavish life. They now, owned colossal estates and houses and enjoyed hunting because they were rich enough to buy and maintain horses and hounds (Gast 2006). The year 1753, is considered to be mark as an important era of fox

Activities of KKD in the International Market Essay

Activities of KKD in the International Market - Essay Example The paper tells that Krispey Kreme stores are located in Australia, Canada, Hong Kong, Indonesia, Japan, Kuwait, Mexico, The Philippines, South Korea and United Kingdom. In fiscal 2007, 60 new international stores were opened, while 5 international stores were closed down. Krispey Kreme concentrates on their development effort, primarily in Asia and Middle East. In 2007, The Krispey Kreme was awarded the development rights in the Middle East, Hong Kong, Tokyo, the Philippines, and Indonesia. The developments and franchise agreements for these territories provide for the development of in these regions 200 stores. The International Franchise division consists of the company’s global store franchise activities. Worldwide franchise stores trade in doughnuts and complementary products, exclusively through the appropriate sales channel as in the case of Krespey Kreme direct outlets, using the same store formats as in the company stores segment. The International Franchise division also uses a kiosk format for the effective operation. The North Carolina-based Krispy Kreme has come to Asia. The KKD opened its first shop in Hong Kong and then in Indonesia. Tokyo, Manila and Macau outlets were opened as they expanded their business in Asia. For the other part of the continent, KKD opened outlets in Kuwait; with an eye on is setting up this fall in Kuwait with additional shops planned for the Saudi Arabia, Egypt and United Arab Emirates. Hong Kong and other Asian countries are relatively easier targets now, than it were it were a few years ago. External Environment of Krispey Kreme: In the US market, Krispy Kreme faces completion in baking industry. Krispey Kreme production includes breads, pies, doughnuts, cakes and coffee. The competition is exceedingly high and so firms must be able to provide cheap, differentiated products to the purchaser who needs them for low switching costs. In America, the people are busy and they always go for the fast food which makes t hem fatty and diabetic. Now the people are aware of this problem, and they are choosy in food as well as taste. In international market, the Dunkin’s Donuts is the main competitor for the Krispey Kreme donuts because it offers or similar lines products to the customers. The Dunkin’s donuts have a reputation in international market as they only introduced the first zero gram fatty products for the customers. The Asian franchises sell doughnuts only at their outlets aiming at monopoly. KKD’s business in the United States actually concentrates on wholesale business. Krispy Kreme has appended its base in the US by supplementing them with other items, in supermarkets and convenience stores. The Challenges: 1)  Ã‚  Ã‚  Ã‚  Ã‚   Competitive: KrispyKreme functions in the area of expertise eatery business; on the other hand they compete with all outlets that a customer can access with the intention of satisfying usage for snacks, coffee, or treat-based objects. These o utlets consist of other area of expertise eateries, fast food outlets, local expediency stores, and other retail atmospheres that store coffee and other beverages. With regard to their core merchandise, Krispy Kreme also has to compete with unbranded doughnut producers that are sold through supermarkets and doughnut vans. 2)  Ã‚  Ã‚  Ã‚  Ã‚   Economic/Financial: The continued financial recession is destined to tighten customer’s expenditure. As Krispy Kreme is a non-necessary food article this may pressure sales. Price rises is not the target of Bank of England as there is upward stress on long-term rates of interest all over UK. An increase in interest rates will enhance the price of capital and denote more luxurious borrowing for Krispy Kreme, which is deeply engaged in competition with its rivals. 3)  Ã‚  Ã‚  Ã‚  Ã‚   Physical Environment: Due to the increase in rivalry, it is vital for Krispy Kreme to pursue the real trends and be a step

Concepts of Corporate Strategy | SWOT Analysis of Apple

Concepts of Corporate Strategy | SWOT Analysis of Apple Corporate Strategy Introduction â€Å"Marketing strategists term this a harvest strategy and consider it a no-brainer† (Hamel Prahalad, 1994:125). â€Å"Few current business concepts are more prone to oversimplification than the growth/share model, with its labelling of products or divisions or whole companies as ‘dogs’, ‘question marks’, ‘stars’ or ‘cash cows’† (Seeger, 1984:94). â€Å"An apparent disadvantage of the matrix was that it assumed that market share was reliable indicator of future profitability† (Calandro Lane, 2007:30). The above three quotations all criticise the BCG growth/share matrix and its practicality as a competitive tool. This paper discusses the advantages and limitations of the matrix and its application for Apple Inc. as a competitive tool. It concludes that the BCG matrix does have some advantages but is not appropriate for all businesses industries and should not be used as a sole analysis model. In the fast pace d competitive modern business world using just the BCG matrix for evaluating a company’s portfolio can have disastrous consequences. The paper is divided into five parts. Starting with an introduction, it moves on to the concepts of corporate strategy, portfolio analysis and the portfolio models. The third part discusses some of the advantages and limitations of the BCG matrix. The fourth deals with the implications of the BCG matrix when applied to Apple Inc. ending with the conclusion. Corporate Strategy, Portfolio Analysis and Portfolio Matrix Models â€Å"Always to be best, and to be distinguished above the rest†. This quote from Homer the 8th Century Greek Poet epitomizes the aim of all organizations. This is where strategy comes in. â€Å"Strategy is the direction and scope of an organisation over the long term, which achieves advantage in a changing environment through its configuration of resources and competences with the aim of fulfilling stakeholder expectations† (Johnson, Scholes Whittington, 2005:9). One of the ways of achieving this is through competitive strategy. According to Porter â€Å"competitive strategy involves positioning a business to maximize the value of the capabilities that distinguish it from its competitors† (1980: 47). To achieve this, careful analysis of the external and internal environment is required. PESTLE and Porter’s Five Forces Model can be used for external analysis. For internal analysis the most commonly used is the seven S framework as well as SWOT analysis, v alue chain, value chain (supply) analysis and portfolio analysis. The result is greater understanding of the environment in which the business operates. Organizations operate under three levels of strategy. Corporate-level strategy, business-level strategy and operational or functional strategy. Corporate strategies deal with the organization as a whole while business strategy â€Å"focuses on how to compete in a particular industry or product-market segment† (Hofer Schendel, 1978 cited in: Beard Dess, 1981:667). Operational strategy is how the organization accomplishes the strategies set out in the first two using its various resources. For an organization to be profitable it is important to have effective strategies on all levels but a successful corporate strategy is crucial to the success of business and operational strategy. The late 1960’s and early 1970’s saw many conglomerates diversifying into different fields. New divisions or (Strategic Business Units) were evolving. The problem management faced was of effectively managing all these diversified units. One strategy could not work for all SBUs as they all experience different competitor threats, market growth rates and market shares. This problem was solved by the creation of the portfolio analysis. â€Å"Portfolio strategy pertains to the mix of business units and product lines that fit together in a logical way to provide synergy and competitive advantage for the corporation† (Daft, 2008:249). The aim of the corporation is to have a balanced corporate portfolio, so that they can decide which activities or products to expand,introduce and which businesses to acquire or dispose off. Thus, â€Å"diversified company portfolios are the normal and natural business form for efficiently channelling investment into the most productive use† (Henderson, 1977:203). The most common form of evaluating the corporate portfolios is the portfolio matrix models. Igor Ansoff, developed his Product-Market Growth Matrix in the 1950’s. He believed that â€Å"just to retain its relative position, a business firm must go through continuous growth and change† (Ansoff, 1957:113). He used four possible combinations of market penetration, product development, market development and diversification and plotted them on a 22 model. McKinsey Co developed a matrix where the variables were market strength and competitive position. Bruce Henderson in the mid 70’s using the same matrix principle developed his BCG growth/share matrix model. It had the same 22 matrix but was based on relative market share and market growth and used cash flow and the experience curve as a criterion. Arthur D. Little developed another model which used the product life cycle. â€Å"These [latter] three matrices form the basis of the various portfolio models that have been widely used to structure the strategic planning process of the firm in the 1970’s† (Coate, 1983:47). Since then there have been many matrices developed e.g. the GE model which uses ROI for assessing an investment opportunity and Shell which used a similar refined matrix evaluating business prospects along with the competitive position of the company. However, the most commonly used matrix by organizations is still Henderson’s BCG Growth/Share Matrix. It has to be taken into consideration however that â€Å"it is important to see these models as aids to decision making, not a replacement for management choice† (Hooley, Saunders Piercy, 2004:64). BCG Matrix – Advantages and Limitations The BCG matrix plots SBUs by looking at the relationship between market growth and market share. Henderson divided the matrix into cash cows, stars, question marks and dogs and asserted that â€Å"only a diversified company with a well balanced portfolio can use its strengths to truly capitalize on its growth opportunities† (Henderson, 1970:37). To show the relative significance of the SBU, size is shown in circles which can be calculated either from assets employed or sale turnover. The growth/share matrix gained immense popularity among large organizations with many SBUs. They could now use the matrix and decide which units to nurture, invest or divest. Its main advantage was its attractive presentation and easy to remember terms. Using only two variables it was easy and quick to make as well as being versatile enough to be applied to different brands, products, customers and distribution channels. The matrix became popular with managers who preferred the idea of cash flow implications rather than profits which are more in the accounts domain. The PIMS database which was developed at the General Electric in the 60’s and further developed by the Management Science Institute at Harvard in the early 70’s also supported this view. Another reason for the BCGs popularity was fashion. â€Å"It is an idea that is well understood and liked by many mangers and therefore one that allows communication between headquarters and strategic business units (SBUs). It has become part of the common business vocabulary† (Hooley et al, 2004:71). Undoubtedly, the simplicity of the matrix was its major advantage but it had its limitations as well. One of the major problems of the BCG matrix were the claims made by the developers that â€Å"such a single chart with a projected position five years out is sufficient alone to tell a company’s profitability, debt capacity, growth potential, dividend potential and competitive strength† (BCG, 2008:3). According to them the matrix would provide the complete solution but this is an erroneous belief. It does not provide the perfect solution for evaluating a company’s portfolio. This is also affirmed by Hooley et al who say that â€Å"if it is used it should be audited carefully to ensure its validity rather than followed blindly† (2004:2). Furthermore, there is no set definition of what an SBU is or what the definition of a market is e.g. a product might be a leader in a local market niche but at the same time a small player in the global market. The matrix is also difficult to plot accurately using market share and market growth. Organizational strength cannot be measured by market share alone, it has to take into consideration other strengths e.g. financial strength, brand equity, exclusive distribution channels or unique product features etc. In the same way market growth is only one aspect of market attractiveness. Using the cash flow resources for evaluation can also be perceived as a flaw. â€Å"In times of high inflation, cash flow may indeed be the major constraint on a company’s action range, but other capabilities such as appropriate managerial talent, expertise, know how, skilled labor and organizational flexibility are also important† (Derkinderen Crum, 1984:132). Also, according to Henderson â€Å"we should kick the dogs, cloister the cows and throw our money at stars. Only the question mark category demands management thought† (Seeger, 1984:94). This assumption can be criticised as being over simplistic. Dogs, should not be divested off without thought. They can retain that important portion of market share keeping competitors at bay, and also an organization who has a dominant product may deliberately introduce a dog into its portfolio for the same purpose. Sometimes, â€Å"occasionally it is possible to restore a dog to viability by a creative business segmentation strategy, rationalizing and specializing the business into a small niche which it can dominate† (Hedley cited in Wit Meyer, 2004:322). The human aspects and behavioural implications of the matrix are also overlooked e.g. how managers of SBUs categorized as cash cows react when their hard earned cash is given to other SBUs, or of members within the organization whose brainchild is divested? This can affect the morale of management and may result in quick turnover of disgruntled staff which is not beneficial to the organization. The simplicity of the matrix where an advantage can also be harmful since competitors can easy identify the strategy being used and use it to their advantage. An example of this is the successful infiltration of the Japanese in the UK motorcycle industry. Another limitation as Coate says is that â€Å"independent strategies can’t be defined for all possible business units† (1983:52) i.e. a business unit producing multiple products cannot invest in one profitable product and ignore the others. Either they all get investment of all of them have to be divested. Despite the fact that the matrix’s limitations far outweigh its benefits, it is still frequently used by organizations and in certain situations can be used as an effective competitive tool as well. The important thing is that it should not be used as the sole analysis method for decision making. Even the Boston Consulting Group has in recent years admitted that market share by itself does not necessarily mean competitive strength. â€Å"In a series of articles in the Financial Times in November 1981, Michael Gould of the BCG maintained that it is valuable to be the market leader for branded goods with the advantage of price leadership and the ability to spread marketing and distribution costs over a high volume; but economies of scale may be achieved even by a firm that is not the largest producer in the industry (Johnson et al, 2005:90). It is though, fair to say that â€Å"the simplicity of the Box makes it operationally useful and its ease of understanding makes it a use ful operational tool provided its limitations are kept clearly in mind† (Hooley et al, 2004:87). Apple Inc. The BCG Matrix 1: Profile Strategy: Apple is a global company operating in the technology industry which designs, manufactures and markets personal computers, portable music players and mobile communication devices. It was established in 1977 as Apple Computer Inc. specialising in personal computers. Operating in the ever changing high growth market and extreme competition, Apple began losing its market share to its major competitors including IBM and Hewlett Packard as well as the entry of numerous other PC manufacturing companies determined to enter the highly profitable market. SWOT Analysis (fig 2) Strengths Weaknesses Strong brand image Robust financial performance Media content Declining research and development (RD) investment Opportunities Threats Smart Phones Booming MP3 player markets Growing personal computers and peripherals markets Intense competition Dependence on specific suppliers Patent infringement Apple was faced with a weakening Mac line, stiff competition and demand for better value by the shareholders. There was need for a drastic change in strategy and product diversification was chosen as a mean of entering other consumer electronic market segments. In the Swot Analysis (fig 2) carried out by DataMonitor, we can clearly see their opportunities in the smart phones and MP3 player markets. In January 2007, the company changed its name to Apple Inc. as they diversified into other products. Currently, Apple Inc. in its portfolio owns three SBUs. The first is the Mac range which comprises of desktop and notebook computers along with their accessories. Secondly, it offers music products and services which include ipod, itunes etc. The third SBU consist of the mobile communication devices i.e. iphone. 2. BCG Matrix and Apple’s Product Portfolio: In the current competitive industry using the BCG matrix offers some benefits for Apple but there are disadvantages too. The flexibility that the matrix offers i.e. it can be used for plotting product portfolio of a firm can be beneficial to Apple. To introduce new products and revamp current ones a company needs vast amounts for investment. Apple needed money for RD which is a major expenditure for companies operating in the technology industry. â€Å"The Company believes continual investment in research and development is critical to the development and enhancement of innovative products and technologies† (Apple Investor Relations, 2007:1). Between 2005 and 2007, Apple spent $535 million dollars on RD. Part of this money was obtained by withholding dividend payments for two years between 2006 and 2007. The rest was from divesting within the Mac range. Using the BCG matrix, the decision of which products to invest in and which to divest would have been pretty straigtforward. Market growth for technological products very rarely slows long enough for a product to be classified as a cash cow. Therefore, most of these products would be classified either as a star, question mark or dog. At the time when Apple changed its strategy it had a large number of computers in its product range which it needed to reduce. The whole of the Mac Range would have been plotted with a few top selling products as stars which would have been carrying the whole load of the company with its profits. A few question marks which had low market share but were still making a profit which was being again utilized internally, but had low chances of becoming a star and quite a large number of products and their associated accessories and software would have been plotted in the dogs quadrant. By divesting in the dogs, Apple would have undoubtedly lost some market share but in introducing new products their aim was to attain market share in other markets. Spending huge amounts on RD, Apple updated and introduced fewer but better computers like ibook and imac into its product line in direct competition with their competitors. At the same time as updating its product line for the Mac range the ipod range can also be plotted on the matrix. The ipod currently holds 77% of the global market share , but to keep up with the current high demand Apple almost every year introduces a new version with more features and divest the oldest version which by that time has moved to the dog quadrant. It also uses the same strategy for the iphone range. Even though iphone is a relative new offering from Apple, it is already facing competition and to maintain and increase its market share Apple keeps introducing newer versions. Therfore, even though the BCG matrix does offer Apple benefits for managing its product portfolio, it negates one of the main declarations of Hendrix that â€Å"only a diversified company with a well balanced portfolio can use its strengths to truly capitalize on its growth opportunities† (1970:37). For a well balanced portfolio, a company must have cash cows, however, with Apple and its products, the market growth rate never slows enough for a product to become a cash cow. Most of its products are in the star or question mark quadrants, and some are dogs which are then divested. Apple however sometimes does tend to retain some dogs, even though Henderson believed that â€Å"pets are not necessary† (1970:37), and should be divested off, Apple keeps some of its older versions of products because they retain a small share of the market which might be vital to the companies overall market share. 3. BCG Matrix and Apple’s SBU Portfolio: However using the BCG matrix with Apple’s corporate portfolio poses quite a few problems. First of all the developers claims that â€Å"such a single chart with a projected position five years out is sufficient alone to tell a company’s profitability, debt capacity, growth potential, dividend potential and competitive strength† (BCG, 2008:3), cannot be applied to Apple Inc. Apple operates in a fast changing environment where the introduction of one product can radically change the competitive strength and market share of a company. An example is Dell Computers who in 2007 lost its market leader title to HP. Within one year HPs market share increased dramatically to 17.6% while Dells managed only 13.9%. Apple comes third with a global market share of 2.6%, but that can change rapidly. Also for Apples iphone the current market share is only 6.5% compared to Blackberry which holds 41% and Palm at 9%, but the iphone is relatively new. It was introduced in July 2007 a nd immediately took over 28% market share of the US smart phone industry showing competitive strength of the product. Apple with iphone is challenging the market leaders and its market share is increasing every quarter. Therefore, a five year forecast cannot be accurate for analysing its future position. Also, however, if we plot the Mac computer range using market share and market growth rates, it would be positioned in the question mark quadrant. But that would make analysis difficult since two products of the mac range i.e. the ibook and imac are stars but as a SBU plotted in question marks. To manage all the products together would be difficult since some products require investment and some do not, according to the matrix you plan a unit strategy not an individual one. Once again Henderson’s criteria of having a balanced portfolio for success would not be applicable in the SBU matrix either. Currently, Apple’s ipod business unit is a market leader with majority market share and high market growth and would be plotted as a star, and the iphone and mac ranges would be placed in the question mark quadrant. It does not have any cash cows or dogs. A successful organization has to have cash cows from where cash flow is diverted into stars and question marks. The ipod sales at present is generating enough cashflow, not only to sustain itself but the other SBUs as well. If we blindly believe Henderson’s assumption then logically Apple should be in dire trouble whereas it is actually increasing its market share and cash flow with all three units. Another drawback of using the BCG matrix would be giving its competitors easier understanding of its strategy. With the company’s annual reports and market shares available publically, if competitors like HP and Blackberry know that Apple is using the BCG matrix as the sole analysis method they can easily construct a matrix for Apple and figure out its future strategies. Therefore, even though the BCG matrix could be useful to Apple Inc. for analysing its products strength and could be used as a decision tool, it would not be useful for future decision concerning its SBUs. It has to be admitted though that the BCG in its simplicity maybe can be more effective in another industry. It can be used as an internal analysis method but using it as the sole decisions making analysis method could be hazardous for the company. This is further confirmed by Seeger who says that â€Å"no management model can safely substitute for analysis and common sense† (1984:97). Apple would benefit using the SID techniques, risk analysis e.g. the monte carlo risk analysis model as well as personal experience and judgement before making any future decisions for its strategic business units. Conclusion We have thus seen how as a competitive tool the BCG matrix has its advantages and disadvantages. The main advantage being its simplicity and ease of plotting, â€Å"but elegance and simplicity in a theory’s presentation cannot guarantee sanity in its use† (Seeger, 1984:93). At the same time the matrix has its disadvantages in not having clear boundaries of what a market is and the criterion for market share and growth and the effect of external factors on it. To gain a competitive advantage a company aims towards â€Å"making an outlay of cash now in the expectation of extra cash coming in the future† (Dixon, 1994:21). For that they need to be in a competitive position and know which units to invest in and which to divest. BCG matrix makes this decision easier for managers but it has to be utilized in a carefully evaluated way. The matrix does give an indication of SBUs performance in the current market but it is not a model that should be followed without use of other methods of analysis and use of judgment by managers. This can be summarized in the words of Porter who affirms this by saying that â€Å"the growth/share matrix can be one component of a competitor analysis when combined with other kinds of analysis† (Porter, 1980:364) or Hooley et al who say that â€Å"it is clearly inadequate as a complete solution, but is of undisputed value as a starting point in many analyse† (2004:72). Therefore, not begrudging BCG matrix the benefits it offers mangers; it is defective as a sole analysis model for competitive strategy and still needs careful evaluation before any decision can be finalized. Bibliography Ansoff, H. I. (1957) Strategies for Diversification. Harvard Business Review, 35(5):113-124, Online available at: http://web.ebscohost.com/ehost/detail?vid=4hid=106sid=2bad248a-b6cb-4c13-81c2-74db4080bfda%40sessionmgr102 (Accessed 15th June 2008) BCG: The Boston Consulting Group, (2008). The Experience Curve Reviewed. IV. The Growth Share Matrix or The Product Portfolio. Online available at: http://www.bcg.com/publications/files/Experience_Curve_IV_Growth_Share_Matrix_1973.pdf (Accessed 12th July 2008) Beard, D. W. Dess, G.G. (1981) Corporate-Level Strategy, Business-Level Strategy, and Firm Performance. The Academy of Management Journal, 24(4):663-688, Online available at: http://www.jstor.org/stable/256169?Search=yesterm=corporate-levelterm=performanceterm=firmterm=strategyterm=business-levellist=hidesearchUri=%2Faction%2FdoBasicSearch%3FQuery%3DCorporate-Level%2BStrategy%252C%2BBusiness-Level%2BStrategy%252C%2Band%2BFirm%2BPerformance%26dc%3DAll%2BDisciplinesitem=1ttl=194returnArticleService=showArticle (Accessed 22nd May 2008) Calandro Jr, J Lane, S. (2007) Special Section: Winning in your industry: new tools and strategies. A new competitive analysis tool: the relative profitability and growth matrix. Strategy and Leadership, 35(2):30-38, Online Available at: http://www.emeraldinsight.com/Insight/viewContentItem.do?contentType=ArticlecontentId=1596528 (Accessed 2nd May 2008) Coate, M.B. (1983) Pitfalls in Portfolio Planning. Long Range Planning, 16(3): 47-56, Online available at : http://www.sciencedirect.com/science?_ob=ArticleURL_udi=B6V6K-45PMPYS-14_user=10_coverDate=06%2F30%2F1983_alid=760368145_rdoc=3_fmt=high_orig=search_cdi=5817_sort=d_docanchor=view=c_ct=3_acct=C000050221_version=1_urlVersion=0_userid=10md5=f8879374940c70491a7e8906d1bc6068 (Accessed 24th June, 2008) Daft, R. L. (2008) New Era of Management, 2nd ed. Mason: Thomson Higher Education. Derkinderen, F. G. J. Crum, R. L. (1984) Pitfalls in Using Portfolio Techniques – Assessing Risk and Potential. Long Range Planning, 17(2): 129-136. Online available at: http://www.sciencedirect.com/science?_ob=ArticleURL_udi=B6V6K-45K4GRJ-9P_user=6649953_coverDate=04%2F30%2F1984_alid=760368145_rdoc=2_fmt=high_orig=search_cdi=5817_sort=d_docanchor=view=c_ct=3_acct=C000010181_version=1_urlVersion=0_userid=6649953md5=4eb70387aca6a81b0bed14dab76607ae (Accessed 24th June, 2008) Dixon, R. (1994) Investment Appraisal. CIMA, rev.ed. London: Kogan Page Hamel, G. Prahalad, C. K. (1994) Competing for the Future. Harvard Business Review. 72(4): 122-128, Online Available at: http://web.ebscohost.com/ehost/detail?vid=5hid=107sid=728905ba-dc97-471c-a829-b8c61346578f%40sessionmgr108 (Accessed 23rd April 2008) Henderson, B.D. (1970). The Product Portfolio. Reprinted in Stern, C.W. (ed.) and Stalk, G. (ed.) (1998). Perspectives on Strategy From The Boston Consulting Group, pp. 35-37, John Wiley and Sons, New York. Henderson, B.D. (1977) The Corporate Portfolio. Reprinted in Stern, C.W.  and Stalk, G. (eds.) (1998). Perspectives on Strategy From The Boston Consulting Group, pp. 203-205, New York: John Wiley and Sons Hooley, G. Saunders, J. Piercy, N. (2004) Marketing Strategy and Competitive Positioning. 3rd Ed. Essex: Prentice Hall. Apple Investor Relations, (2007) Apple Inc. 10-K Annual Report. Available from http://phx.corporate-ir.net/phoenix.zhtml?c=107357p=irol-reports (Accessed 17th May 2008) Johnson, G. Scholes, K Whittington, R. (2005) Exploring Corporate Strategy. 7th Ed. London : Prentice Hall. Porter, M. E. (1980) Competitive Strategy. New York : The Free Press. Thompson Jr, A.A, Strickland III, A.J. Gamble, J. E. (2007) Crafting and Executing Strategy. 15th Ed. New York : McGraw-Hill Irwin. Wit, B.D. Meyer, R. (2004) STRATEGY-Process, Content, Context. 3rd Ed. London : Thompson Learning. XML Database: An Introduction and Analysis XML Database: An Introduction and Analysis XML, mnemonic of eXtensible Markup Language is one of the most extensively used data format and is used as a standard for exchange of data over the internet. As large amount of data is represented as XML documents, techniques like RDMS have to be used to store and query these XML documents. There are two well known approaches for parsing an XML document to convert into relational DBMS: SAX and DOM parsing. In this research, both these methods are studied and then the performance is compared. Some alternative ways of data structuring and tagging from tables of RDBMS as a hierarchical XML document has been studied. As a final result, the best alternative which will provide with the best and effective performance for capturing and querying XML data using RDBMS can be found out. When a large amount of data is to be loaded into an XML document, it becomes important to execute the request query and save the process at XML document. One way is to use XML native data base system. This has two weaknesses 1. eXtended Markup Language resident database system is not ample to save data and it cannot contain the complicated query at relational DBMS. 2. It is impossible for the users to access XML documents and data that are stored in a relational DBMS. To overcome the above mentioned weaknesses, querying and storing XML data techniques using RDBMS are used. The steps for this approach are- 1. Data or an XML document is saved by making relational table design. 2. XML data is divided by separating them into columns in the presented table. 3. SQL Queries are used to get access to the XML document format obtained in RDBMS dta format. To transfer data from XML to data base, the strategy is to use C# as middleware. This research can be done by parsing technique with the help of SAX parser or by using XML Tree Class. To do the vice versa, the present format of XML document from relational SQL SERVER 2008 database supported by C# script, used as middleware; is converted with the help of tagging and structure. All alternatives (outside engine) done by tagging and structuring process implies that a part of the task was done outside the relational database engine. For comparing the XML document and RDBMS from the point of speed in loading the process in the browser following tasks were performed:- Searching of the data in the XML document is done with the help of DATA binding technique. Presentation of the XML data from RDBMS is done by searching data from XML document which was saved into SQL database, than with the help of DOM Tree method the result of the query is saved as a XML Document Database problems in XML They are hard to update. We cannot implement the constraints. Its difficult to optimize the xml database. Hard to maintain the consistency Data Storage and Data Transmission: These two are different concepts. In data storage we store data and while storing it we need to check the validity of the data. In Data Transmission we simple transfer the data from one system to the other. XML are generally used for the Data Transmission purpose. COMPARISON Relational Database XML Database META DATA Definition CREATE TABLE DEFINE XML SCHEMA Persistence of DATA INSERT,UPDATE CREATE XML DOCUMENT QUERY SELECT XPath ,XQuery 1.2 BENEFITS AND LIMITATIONS OF DIFFERENT DATABASE TECHNOLOGIES: Speed is the major advantage of creating database with objects. In OODBMS (Object oriented Database Management System) data is stored as objects but not in the form relational rows and columns such as in relational DBMS that is why OODBMS is faster than relational DBMS. OODBMS is more applicable than relational DBMS (RDBMS) for some tasks. This is because OODBMS performs many operations using navigational interfaces where as RDBMS uses declarative interfaces. OODBMS follows pointers to implement navigational access to data in an efficient manner. One disadvantage of RDBMS s is we need relational mapping layer to map the entire model for application objects to the database object model, whereas in OODBMS there is no need to match those layers. In RDBMS due to this mapping there may be an impedance mismatch and there is no such problem in OODBMS and it also increases the performance. OODBMS has some drawbacks like:- As it is said above OODBMS uses pointers to implement navigational access to data this is one of the drawback as in general purpose queries this will lead to delay the output and also becomes complicated than relational One more drawback is that there is no mathematical foundation for OODBMS, unlike RDBMS. This makes OODBMS weaker than RDBMS in supporting queries. The difference between data-base centric thinking and oop is in the way it views the world. The first one views the world through a viewpoint which is declarative and attribute-driven. The latter one views through a viewpoint which is behavioural. This is one of the major differences between databases and OOP. Many consider database technology as a failure. Hence attempt are being made in research and industrially to closely integrate database functionality into object programming languages. 1.3 DIFFERENT APPROACHES FOR THE DATABASE DESGIGN Different approaches for the database design includes data model approach design approach and so on. Starting with the data model approach: For effective project implementation database design is most important aspect thats why should be completed within given time line to give economical approach in project developing phase. Data model construction and updating on change of data deign in necessary as every application will need data storage. It is one of the most crucial parts of an application for developer and user as well. The different normal forms are:- 1st Normal Form Similar group should be stored in different table and tables should be provided by primary key to identify columns. 2nd Normal Form To protect data redundancy foreign key must be introduced. 3rd Normal Form Primary key plays a prominent role making every column in the table related. This makes every column a dependent of the primary key of the table. Those fields not satisfying above property should be stored in a new table with a new key. 4th Normal Form: Independent relationship should be removed from the relation database. 5th Normal Form Many to many relationships can be related logically thats why its also known as Exists in never-never land. Followed by the data model approach is the design approach which is explained as below: 2nd and 3rd form designs should be used for large application having enhancement scope. Scalability should be kept in mind during designing phase of application. Third form can ask you to make host of tables with less number of entity which reduces data replication across tables. While talking to a fellow developer i came to know that they used 3rd form as they were quite sure that it would not create dependency problem for their application as they used comma to differentiate primary values in a defined field of a table. Classes that can be used as data object which contain properties, actually a description and quality of entity element and these properties are introduced by getter and setter, should be designed at the time of creating class diagram for an application. Both object and property shows real life entity. For creating the database tables we need following constraints and relationships to be there in that table so that final database developed will be more effective and understandable. These are explained in the Constrains section under the database design part with the help of query tools. LO2 DEsign and implementation: 2.1 Requirement: This assignment is to understand the database design concepts, implement the database designed and execute the queries to obtain the required result with the help of SQL Server database. It also helps in developing Client side application to modify, update and view the results through C#. Net. Deeveedeezee, the online DVD shop records the customer details, DVD details which includes title, genres, Studio, classification, actors, directors and other information. It provides the users to rate a DVD using star scaling ranging from 1 to 5 and also allows them to create their own wish list. Our objective is to understand how the database of this DEEVEEDEEZEE is maintained, practically implementing it with the help of SQL Server and develop an client end application that interacts with SQL Server and provides the user the authority to view and add details. The WindowsFormApplication1 is the project tile and the client application can be run by opening the solution in MS Visual studio and Debugging the Code. It can be done by clicking on Build->Start Debugging. Function: Deeveedeezee.com as mentioned above provides the online customers various details about the DVDs, their reviews, ratings, synopsis and also allows them to create their own wish list. To maintain such a database, it has to be well designed and effectively handled by the administrator or the team of database continuously monitoring and assessing the required information. Every user is provided with unique user-id and password with which they can login and access the required information about the DVDs. They can even provide their comments, reviews and ratings as well which are again recorded under their user-id and are provided when ever required or asked for. Also deeveedeezee handling such large information from the website requires an Administrator or a team working on databases so that it is well managed and maintained. Thus every administrator and the team member again have got their own user-ids and passwords so that they can login into the databases and do their assigned tasks. These discussed details are presumed to be handled and the rest of the discussion focuses on the database designing, implementation and development of a client application which interacts with SQL server to provide them the easier access to add and view data from the database. Thus the backend database has got various data rules, definitions and constraints to be handled. Recording distinct information and accessed by different types of users, database has got different tables and views with appropriate fields and attributes. The database design diagram shown below shows the clear picture of how the database is designed, the various tables it maintains, attributes it holds and their properties. DATABASE DESIGN DIAGRAM ERD The diagram shown below depicts the various tables and its attributes. This design is modified and improved further with the help of Entity Relationship Diagram. The Entity Relationship diagram of the report is as below. The rectangle boxes are considered as entities The ovals are treated as attributes. Rhombus represents relationship between the entities. The diagram represents all entities, attributes and also the relations between the entities. It is a graphical representation of the relations. The ER diagram is a good means of understanding the relationships between the entities and attributes. In the below diagram, different users can be uniquely determined by its attributes like userId, email, firstName etc. User entity is related to DVD by Reviews. The ratings given to the movie by viewers are recorded through Ratings. Comments are the reviews of viewers. DVD on the other hand can be uniquely determined by its attributes like dvdId, title, studio etc. Role connects DVD and People. Role can be various tasks of people like actors, producer, and director. People have attributes of peopleId and peopleName. dvdDetails dvdId title retailPrice releaseDate runningTime synopsis genres studio users userId initials firstName surname dateOfBirth address email mobileNo telephoneNo password timestamp studio Fig: Database Design Add view Users Add roles id peopleId dvdId role wishlist id email userId wishlist Customers view dvdClassification id dvdId classification description people peopleId peopleFirstName review reviewId userId email dvdId review rating timestamp Entity Relationship Diagram (ERD) peopleName peopleId people Role dvdId title retailPrice releaseDate runningTime synopsis genres studio DVD RatingComment Review userId dateOfBirth surName firstName initials User telephoneNo mobileNo email address password 2.2 4.3 DOCUMENTATION AND Implementation OF THE DATABASE: Database Implementation and Datatype Usage The designed database discussed with the help of database design diagram and entity relationship diagram are implemented in SQL with the help of MS visual studio. All the attribute and tablenames are in used as per the conventions like using camel case, singular table name and so on. The output tables, conents nd query results are recorded with the help of screenshots and are shown as below: Table1: user table Comments: The details of the users like firstName,email, DOB, address, contact details are recoderd. In this table Primary key contraint,Not Null constraints are present. Datatypes of each attribute as per the given data rules are being implemented as shown above. Table2: dvdDetail table Comments: It stores the all details of DVD like running time ,release date,title and creates an unique dvd id. In this table Primary key contraint,Not Null constraints are present Datatypes of each attribute as per the given data rules are being implemented as shown above. Table3: review table Comments: It stores the reviews and the rating i.e No. Of stars given to the DVD by the user. It has not null contraints ,check constraints which checks that the rating field have value greater than 0 and less than 5,foreign key contrains.email is the foreign key which is refrencing to the primary key of the users table. userId and dvdId the combination of these two is used as a primary key. Table4: people table Comment : It stores the name of the people involved in the movie or DVD and gives a unique id to each of them that is peopleId. Table5: role table Comment: It stores the role of the each people involved in the movie like director,producer,actor etc. It has a foreign key dvdId which refrences to the dvdDetails dvdId.id is the primary key which is a identity with a seed 1. Table6: wishlist table Comment: It stores the wishlist of each user in comma seprated form. In this table id is the identity with seed 1 and userId is the primary key and email is the foreign key. Table7: dvdClassification table Comment: It stores the classification of the dvd with a little description about the dvd. dvdId is the foreign key and id primary key and also a identity with seed 1. Constraints NOT NULL Constraint: This is a constraint which restricts the user from entering the null value or leaving it blank. The user needs to provide the details for that field. It becomes necessary for the user to enter. Fig: NOT NULL CONSTRAINT In the given example id,email,userId fields can not be left empty. User need to provide these details otherwise it will through error.wishlist can be left empty. Query for this constraint CREATE TABLE wishList ( id int NOT NULL, email varchar(100) NOT NULL , userId int , wishList varchar(MAX) NOT NULL) Primary key constraints: This constraint is used to uniquely identify the row in the table. This field is not repeated in any of the other row. Primary key of one table can be used as the reference or foreign key of the other table. Fig: PRIMARY KEY Constraint In the above example userId is the primary key. All the rows in this table will have different userId. Fig: Showing the implication of Primary Key constraint In the above figure it is clealy shown that the userId is different for different rows. Unique constraint: This is the constraint used for uniquely identifying a particular column. All the values in a particular column are different. Fig: UNIQUE CONSTAINT In the above figure userId field has a unique constraint.It is a identity with a seed of 1.Every time a new row is inserted is automatically increments the value of the userId which ensures that in userId column no value is repeated. Fig: Showing the implication of Unique constraint In the above figure in userId column no value is repeated . userId has a unique constraint. Foreign key constraint: This constraint ensures that the database has a refrential integrity. Foreign key is works on the refrence of the primary key of some other table. Query: CREATE TABLE wishList (id int , userId int PRIMARY KEY, email varchar (100) references users(email) wishList varchar(MAX) ); Fig: Foreign Key Constraints In the above figure email is the foreign key which refrences the email i.e the primary key of the users table. Check constraint: This constraint makes sure that all values in a column satisfy certain specific criteria. Query: CREATE TABLE review ( reviewId int NOT NULL, userId int NOT NULL, dvdId int NOT NULL, review varchar(200) NOT NULL, rating float CHECK (rating0) timestamp timestamp) This check constraint helps in validation of ensuring the star rating to be between 0 and 5. Or CREATE TABLE dvdDetail ( dvdId int NOT NULL primary key identity(1,1), retailPrice int NOT NULL, title varchar NOT NULL, synopsis varchar NOT NULL, runningTime int CHECK (runningTime>10 AND rating genres varchar NOT NULL studio varchar NOT NULL) This check constraint ensures that the running time to be between 10 and 5000. LO3 Use of Manipulation and Query tools 3.1 Benefits of Manipulation and Query Tools in Database Manipulation and Query tools in database include those commands and statements that on execution would help in data manipulation. SQL maintains certain standards which includes DML or Data Manipulation Language. The major SQL commands that include in this DML are INSERT, UPDATE, ALTER and so on. These tools or query commands help in modification of tha data and constant updates that have to be made. SQL Server 2008 offers a very good platform that provides access to database and also it provides the query window for executing various commands that include in the Data Manipulation Language. They are very much useful in making it easier for the user to modify the data and update some information. A fine picture of these tools and their functioning can be understood in the sections below: 3.2 Implementation Query tools: Query for viewing all DVDs belonging to the Romantic Comedy genre in order of price. Table: Initial data in dvdDetails table Query:- SELECT dvdId, title, retailPrice, releaseDate, runningTime, synopsis, genres, studio FROM dvdDetails WHERE (genres = Romantic Comedy) ORDER BY retailPrice The query when executed would result into the table as shown below: Table: Result of the query Query for viewing all DVDs belonging to the Universal Pictures UK studio. Table:Initial data in dvdDetails table Query:- SELECT dvdId, title, retailPrice, releaseDate, runningTime, synopsis, genres, studio FROM dvdDetails WHERE (studio = Universal Pictures UK Studio) Table: Result of the query Query for viewing all DVDs in which Johnny Depp or De Caprio have acted. Table: Initial data in dvdDetails table Query:- SELECT dvdDetails.dvdId, dvdDetails.title, dvdDetails.retailPrice, dvdDetails.releaseDate, dvdDetails.runningTime, dvdDetails.synopsis, dvdDetails.genres, dvdDetails.studio, choose.dvdId AS Expr1 FROM dvdDetails INNER JOIN (SELECT DISTINCT [NATURAL].dvdId FROM roles AS [NATURAL] INNER JOIN people ON people.peopleId = [NATURAL].peopleId WHERE (people.peopleFirstName = Shahrukh) OR (people.peopleFirstName = Amir khan)) AS choose ON choose.dvdId = dvdDetails.dvdId Table: Result of the query View all the DVDs which Steven Spielberg has directed. Table:Initial data in dvdDetails table Query:- SELECT dvdDetails.dvdId, dvdDetails.title, dvdDetails.retailPrice, dvdDetails.releaseDate, dvdDetails.runningTime, dvdDetails.synopsis, dvdDetails.genres, dvdDetails.studio, choose.dvdId AS Expr1 FROM dvdDetails INNER JOIN (SELECT DISTINCT [NATURAL].dvdId FROM roles AS [NATURAL] INNER JOIN people ON people.peopleId = [NATURAL].peopleId WHERE ([NATURAL].role = Director) OR (people.peopleFirstName = Farah Khan)) AS choose ON choose.dvdId = dvdDetails.dvdId Table: Result of the query View of all the DVDs suitable for a Valentines Gift. Table: Initial data in dvdDetails table Query:- SELECT dvdId, title, retailPrice, releaseDate, runningTime, synopsis, genres, studio FROM dvdDetails WHERE (genres = Romantic) Table: Result of the query View of all the DVDs suitable for children (under 10s) to watch. Table: Initial data in dvdDetails table Query:- SELECT dvdId, title, retailPrice, releaseDate, runningTime, synopsis, genres, studio FROM dvdDetails WHERE (genres = under 10) Table: Result of the query DVDs on the wishlist for a specified customer Table:Initial data in wishlist table Query:- SELECT wishList FROM wishlist WHERE (userId = 1) Table: Result of the query DVDs in order of release date Table: Initial data in dvdDetails table Query:- SELECT dvdId, title, retailPrice, releaseDate, runningTime, synopsis, genres, studio FROM dvdDetails ORDER BY releaseDate Table: Result of the query DVDs belonging to a specified studio in order. Table:Initial data in dvdDetails table Query:- SELECT dvdId, title, retailPrice, releaseDate, runningTime, synopsis, genres, studio FROM dvdDetails ORDER BY studio Table:Result of the query To add a sample DVD. Table: Initial data in dvdDetails table Query:- INSERT INTO dvdDetails (retailPrice, releaseDate, genres, studio, runningTime, title) VALUES (99, CONVERT(DATETIME, 1990-05-02 00:00:00, 102), under10, Coke Studio, 1100, Tom) Table: Result of the query Table:Data in dvdDetails table after executing query An update query to change the review star rating assigned by a customer to a DVD. Table: Initial data in review table Query:- UPDATE review SET rating = 3.5 WHERE (userId = 1) Table:Result of the query Table:Data in review table after executing query 3.3 EVALUATION OF QUERY TOOLS: Queries can be simple and complex. For the complex queries we make the stored procedures, views and trigger which we can use later in our code and for the simple query we can directly embed in the code. Stored procedures contain more than one query and the stored procedure is pre compiled method for accessing the data from the database. Queries including select, insert, update etc are written in the procedures. After committing the query if any error occurs then we roll back and ignore the result of that query. If the correct relationship is present between the tables than only we can get the correct result from the data LO4 Use, documenting and implementing of Relational Database Management System 4.1 4.2 TESTING OF THE RELATIONAL DATABASE AND ITs IMPLEMENTATION Queries in the section 3.2 produce the result correctly i.e. the output of different queries are correct and as we know that queries will give the correct output only when the relation between the tables are correct i.e. the relational database is correctly made. Queries in the view section and the also in the client application desired view produce a correct result which shows that the implementation of the relational database is correct. Client Application: Microsoft Visual Studio has been used for developing the client application in C#.NET. Our main objective was to provide the user with the facility to add and view the data from the database so that proper updating can be done and relevant information can be provided to the user through the online website of deeveedeezee.com. The prerequisites for this application are: MS Visual Studio installed in the computer system with C#.NET and SQL server. The MDF file or the database has to be loaded into the application through MS Studio by Data-> Add new datasources-> Database. Once the database is loaded, the SqlConnection string path has to be modified to the path where the database is located. Every user of this client application is provided with unique username and password through which he can log in into the application. The application only highlights the required and mentioned features in the assignment of VIEW and ADD. The figure below represents the Client Application as it looks after logging in successfully. afterlogin client app.JPG Fig: Client Application The user allowed viewing and adding the data, on clicking the respective buttons would be directed to the forms as shown below: view and add.jpg Fig: View and Add forms One can view the details of DVDs, Reviews posted by the customers through online website, Ratings provided by them, their wish lists and the user data. One can add up details to be displayed about DVD to the customer, roles played by various actors, actress and other working staff for that particular product, rating as per the reviews and rating awarded by the customers and also new users data. The following sets of figures describe how the data and various details are added to through the client application into the database: add dvddetails.JPG Fig: Add dvdDetails On clicking the submit button, in the coding section the query to insert the details of DVD which includes dvd Name or title, Price, Genres, Date of Release of the DVD, Studio and synopsis is executed and the table of dvdDetails is updated as shown above in the query section. add ratings.JPG Fig: Add DVD Ratings Viewing the details of review and rating provided by the customers through online, the user of this client application can rate the dvd accordingly. He has to identify the dvd ID and based on the information he has got he can provide the rating on a scale of 1 to 5. As explained above similarly on clicking the submit button, the query gets exected in the back and the table of concerned gets updated as shown above in the query section. add roles1.JPG Fig: Add Role Details This helps in providing the customer regarding the cast details of the product. add users.JPG Fig: Add Users Details This helps in validating the user by adding them into the database. Similarly viewing would allow the user with the following output: Fig: View of dvdDetails dvdDetails includes title, price, date of relase and such other features that described the dvd. dvdID is uniquely and automatically generated and is considered as the primary key. From the data available in this table dvds can be classified based on their genre and studio as per requirement. Fig: View of Roles This table helps in updating the online site with the roles played by various persons involved in making this product. The persons can be identified by their unique ids. Fig: View of Wishlist As provided online by the customers their wishlist gets updated in the database ad can be viewed for knowing required information about the user and his preferences for future use. Fig: View of Users data Users or customers using deeveedeezee.com online and th staff using this application, all the details are provided in this table from which one can know about their personal details and contact information to be used for various purposes. Fig: View of Reviews Based on the data provided in the reviews by online viewers, the users of this application can add the modified rating based on data collected from many sources. 2.3 Application of a range of database tools to enhance user interface In all the above view forms, GRIDVIEW t

Essay --

ARTICLE ANALYSIS Both of the articles â€Å"Dancing with Professors† by Patricia Limerick and â€Å"Shitty First Drafts† by Anne Lamott resolve the issues faced by college students when writing papers. The first article, â€Å"Dancing with Professors,† explains why college professors expect more elaborate papers even though they assign dull and un-motivational reading to their students. On the other end of the writing spectrum, â€Å"Shitty First Drafts† explains how valuable the first draft is to students, and why students should not feel weary about writing them. In Patricia Limerick’s article â€Å"Dancing with Professors†, she argues the problems that college students must face in the present regarding writing. Essays are daunting to most college students, and given the typical lengths of college papers, students are not motivated to write the assigned essays. One of the major arguments in Limerick’s article is how â€Å"It is, in truth, difficult to persuade students to write well when they find so few good examples in their assigned reading.† To college students, this argument is true with most of their ...

Mobile Phones for University Students Essay

Nowadays modern technology is developing so rapidly that people can hardly catch up with its pace. There is no doubt that mobile phones, as a new industry of modern technology, have got into people’s life. As sensitive reflectors of information and fashion, more and more mobile phone users have appeared in the campus everywhere. While some students are enjoying whatever mobile phones have brought to us, there are others who stand against it. This essay will explain the possible effects of mobile phone use on university students, focusing on the benefits and drawbacks. The main benefits of mobile phones in university are as follows. Firstly, there is no denying the fact that mobile phones have made campus life more convenient. A recent survey found that mobile phones are becoming part of university life and 99. 7% of students use their own mobile phones to communicate with others (Ransford, 2009). As it can be seen, mobile phones provide students with a fast and convenient way of communication, such as getting in touch with schoolmates and hunting for jobs, which was previously unimaginable. Secondly, instead of going to the PC lab and finding computers to look for news on current events, students can use mobile-network to search the Internet. It is by this means that university students can broaden their horizon and enrich their minds. Lastly, with the help of mobile phones, students can do work more efficiently. Many students in university treat mobile phones as electronic dictionary and chart with teachers for academic purpose. They share useful information related to their lessons and solve academic problems sometimes. In this way, mobile phones not only can save our time and energy but also help with our study. However, the negative effects are also obvious. Above all, more and more university students are indulged in Java QQ and online games, which make them weak in study. Moreover, some even use mobile phones to cheat in the examinations. It has been reported that almost 80% university students use Java QQ constantly and more than half of them are in favor of it. Only less than 1/3 of them comment that it is bad to our health and study if students spend too much time on Java QQ and online games. Some students even spend a whole day playing with their mobile phones and send thousands of short messages every day. If they do not use Java QQ a day, they will feel anxious (Yang, 2009). In other words, some university students have regarded playing with mobile phones as a kind of habit and fashion. In the second place, some students often make comparison of others’ mobile phones. They always want to own an attractive and high-grade one. Consequently, it costs them too much money and energy to buy a new style in order to gratify their vanity. Finally, mobile phones in university also bring some health risks, both physical and mental, if not properly used. It has been highlighted the fact that some pornographic video and photos of two U.  S. high school girls was spread so rapidly that even police were hard to stop them. In addition, District Attorney James B. Martin said that at least 40 Parkland High School students believed to have received the pornographic images (Rubinkam, 2008). It is really harmful to university students’ future development, especially those are immature. In conclusion, everything has its advantages and disadvantages, and mobile phone is no exception. On the one hand, using mobile phones in university can help students communicate with each other more convenient, have rich knowledge and study more efficiently. On the other hand, mobile phones can also have bad influence on learning; encourage students’ vanities as well as mental injury. In my point of view, therefore, there are three solutions which can solve this problem. Firstly the university authority should intensify publicity and education. Secondly coercive measures can be put into effect, such as shielding the mobile phones in classrooms and libraries. Lastly university students should promote themselves and fight temptation. A brighter future is awaiting us if we make good use of mobile phones.

The War Photo No one Would Publish Essay Example

The War Photo No one Would Publish Essay Example The War Photo No one Would Publish Paper The War Photo No one Would Publish Paper In â€Å"The War Photo No One Would Publish,† Torie Rose Deghett addresses the challenges of wartime photography during the Gulf War. Her argument was that more Americans would empathize with the Iraqi people if the photo taken by Kenneth Jarecke of an â€Å"incinerated† soldier was published. The photo continued to go unpublished in the United States; preventing Americans from seeing the picture and feeling empathy towards the soldier. Not seeing this photo did not grant the American people to see the side of the war that was matter-of-fact instead of sterilized. Deghett believes that we all can put aside our core values and empathize with or tolerate another person. In â€Å"The Primacy of Practice,† the philosopher, Kwame Anthony Appiah, contemplates the ability to be tolerant of others. He believes that everyone should try to become more involved in other cultures and learn to understand them more and get used to it. He encourages people to learn about others so everyone can live in harmony; many do not need to agree on values, just agree to disagree. However, Deghett;s feelings of empathy and Appiah’s of tolerance will not be felt in every circumstance. The amount of tolerance and empathy people can feel is to a certain extent, as everyone will not support all the beliefs of other people due a difference in core values. Deghett is uneasy about the media not publishing the photo of the Iraqi soldier. The photo was taken by a war photographer named Kenneth Jarecke. Deghett talks about censorship within the media and how it affected the responsiveness of the American people to the war. This makes her angry because she believes that the censorship of the photograph prohibits the people from empathizing and changing the outcome of the war. She believes that everyone would have felt empathy towards the Iraqi solider if given the opportunity. The capturing of this photo took place during the Gulf War; the media in the United States refused to publish the photograph taken of the Iraqi soldier and instead published â€Å"hardware-focussed coverage† and they â€Å"removed empathy† (78). These images had not been published to â€Å" †¦ preserve the dominant narrative of the good†¦Ã¢â‚¬  it kept the persona that the war was â€Å"clean† and â€Å"decontaminated† (81). The way that the media will not portray the photo shows the censorship sustained within the Gulf War. In reality, it prohibited people from empathizing with the Iraqi soldier. Without this connection to the Iraqi people, it prevented the war from being reported as truthful. Deghett believes that should the public view the photo, they would most likely create an opportunity to reform perspectives on the war. Deghett shows resentment towards the media when she conveys, â€Å"[t]he Vietnam War in contrast to was notable for its catalog of chilling and iconic war photography and†¦ had a tremendous impact on the outcome of the war,† attributing the publishing of pictures during the Vietnam War (75). Using this example, she validates how much of an impact photographic proof can have on not only the publics opinion of war but also, when done correctly, how it can affect the outcome of everyday life and what we empathize with. Each day, people find themselves reacting to different situations in different ways. The ability to tolerate these situations permits people to get tolerate the way others act. Appiah addresses his argument that no matter our personal beliefs, everyone can get used to one another. He states, â€Å"I am urging that we should learn about people in other places, take an interest in their civilizations, their arguments, their errors, their achievements, not because that will bring us to agreement, but because it will help us get used to one another† (55). Tolerance is just determined in a matter of seconds as, â€Å"†¦ we offer judgements, after all, it’s rarely because we have applied well-thought-out principles, to a set of facts and deducted an answer,† meaning we judge something before we can fully tolerate it, (52). Appiah looks at several distinctive disputive topics as well as homosexuality, religion, abortion, gay marriage, and women’s rights. Appiah claims, â€Å"†¦ we can live in harmony without agreeing on underlying values,† meaning that everyone has to be tolerant of one another to have a coexisting environment. Tolerance is felt on different levels because of the core values of others. Even if we do agree, we find a reason to disagree on it because, â€Å"they have clashing conceptions of ‘the good’†¦ conflict often arises when two peoples have identified the same thing as good,† (55). A person’s culture defines who they are, and there are some people who really enjoy most of it, but it can possibly turn people away when it starts to get into more personal topics. An example Appiah uses is Pro-life or Pro-choice, â€Å"Both sides respect something like the sanctity of human life,† (56) showing that some can find a common piece in an uncommon view. Kwame Anthony Appiah presumes that, â€Å"†¦ the recent history of America does show that a society can radically change its attitudes and more importantly, perhaps, its habits about these issues over a single generation,† showing that people can become more tolerant because others do not have to like each other; just be able to stand each other, (58). Appiah believes that being able to accept opinions that differ from your own and behaviors that make you uncomfortable allow this society to fully function as a whole. Deghett and Appiah both assume one thing: that certain feelings, (in this case, empathy and tolerance), toward specific situations are universal. With Deghett, it is the photo of the Iraqi solider and how if the photo was published everyone would empathize with it. She believed that if everyone related to this photo, it would have tremendously impacted the war. Deghett felt that people’s empathy would have impelled them to try and bring the war to a standstill. Likewise, Appiah believes that we all have certain morals but we are not able to feel a specific way about everything. He also feels that we can not feel tolerant towards everything we experience or hear, but we can try to be accepting of one another and become used to the things that we all do. Each author believes that we all can put aside our core values and empathize with or tolerate another person. Deghetts argument is problematic because it is not possible for everyone to empathize with the Iraqi soldier if the picture had been published. Everyone can not empathize with the photo due to their own core values; but there is a great chance that lots of people would empathize with the photo and intervene. Some people might have empathized with the photo of the Iraqi soldier, like anti-war groups and others who had lost someone not long ago. Someone who lost a loved one because of an Iraqi soldier, people who have friends and family in the war and pro-war groups would not have empathized with the photo. By stating this, I believe that empathy is not universal towards any point of view and the photo of the Iraqi soldier would not have had enough force to change the conclusion of the war. Almost everyone has something that they care very much about. Lots of people stand up to shelter something that is close to them or protest something they believe needs to be alternated. When something like this occurs, there are some who stay by them and take part in the empathy toward these actions. There is also the possibility of people being unempathetic. In a recent article published in the New York Times, a football player by the name of Colin Kaepernick is expressing his feelings in a different way. Billy Witz reports that Kaepernick did not stand for the National Anthem and took a knee instead. Colin Kaepernick, a quarterback for the San Francisco 49ers, heard the sound of the National Anthem did the opposite of what you should do: kneel. The article by Billy Witz titled, â€Å"This Time, Colin Kaepernick Takes a Stand by Kneeling,† shows Kaepernick doing just this. During a preseason game whenever Kaepernick, â€Å"entered the field†¦ took a knee, and virtually every time the 49ers offense broke its huttle† he was booed at (3). This challenges Deghett’s argument by expressing the alternate views that United States citizens would have on the photo of the Iraqi soldier if it had been published. Deghett does not include this in her argument. Witz wrote, â€Å"What began as a gesture to protest police brutality and social injustice had careened into a national debate†¦Ã¢â‚¬  (2). People started to have feelings of empathy towards Colin Kaepernick. His fans wanted to buy his shirts and get his autograph, more so now because of what he has done. This is how some would feel towards the picture of the Iraqi soldier. There might be people who would advocate for the image and want more people to understand and empathize with it. Staff Sgt Jonathan Felix was interviewed by Witz and quoted in this article; Felix had been deployed multiple times to Iraq and Afghanistan, â€Å"‘I understand his message†¦ There is a lot of oppression in the world and he’s fighting for people just the way I have been. It’s mind-boggling that so many people are against him when he’s fighting to take a stand,’† (4). Another example of how the photo would be treated is exactly this; Deghett is fighting to take a stand with the Iraqi soldier so people with empathize and create an impact on how others view Iraqi people. A large group of his fans supported him, â€Å"They were mostly Latino, Asian and black† (1), this conveys what group he was connecting with most. These people were showing him support, they experienced empathy because they feel that people of their skin color are being treated unfairly. Just as Deghett feels that the photo of the Iraqi soldier is being treated unfairly by not having the opportunity to be published. This is the one side that Deghett feels that the American people would have towards the soldier. Empathy and tolerance are extremely similar in the aspect that not everyone feels it to the same level. This creates parts of Appiah’s argument that are not as well thought out as they could be. Appiah believes that if everyone can learn to tolerate others, they can get used to one another. There will always be people that do not agree on certain cultures, traditions and actions which makes his argument problematic. Not everyone can be tolerant of the same things; they can be understanding and try to be accepting but that will not go on forever. People’s core values affect how they perceive things each day. Appiah argues that, â€Å"†¦ the various communities did not have to agree on a set of universal values,† but people can be tolerant and get used to certain ideas, (50-51). However, this argument is complicated by a published article in The Atlantic, â€Å"Female Circumcision Comes to America,† by Linda Burstyn, expresses the values of families from countries around the globe. Female circumcision (also known as female genital mutilation or FGM), is the removal of the female genitals. When immigrants come to America, they bring this tradition with them and not many Americans are too keen on the idea. ‘We don’t warn [immigrant] families that we consider this child abuse,’ says Catherine Hogan, the founder of the Washington Metropolitan Alliance Against Ritualistic FGM†¦ ‘this is a clear case of child abuse†¦ protect these girls from barbarous practices that rob them for a lifetime,’† (3). This shows the relation to Appiah’s argument because Hogan shows her core values by being intolerant. She may disagree with this part of the culture but not all parts of it, meaning that some aspects of the culture are believed by Hogan to be good. As stated before, Appiah clearly overlooks that people can be intolerant to certain aspects of cultures. As the article demonstrates, there are bountiful African Americans and Americans at this day in age who are intolerant and do not believe in this. Many women will not want this done to anyone again because of the pain that they experienced, â€Å"‘I was angry and still am,’† stated Mimi Ramsey, an already circumcised woman, and also an activist against FGM, (6). Although, many Africans still stand by this part of their culture in the United States. As Appiah believes that people can become tolerant, some are tolerant of this, as it has a positive impact on their lives. (3). A taxi driver in Washington D. C. defends the practice. He had his daughters circumcised and said, â€Å"I stood over her to make sure she cut enough† and â€Å"I wasn’t going to let my daughters have those things! † (4). This side of the story supports Appiah’s argument. This shows that the practice of the female circumcision is strictly on tolerance within what you believe, and this culture has certain core ethics and that is tolerated through practicing specific values. The idea that Appiah makes about becoming tolerant of another culture and its traditions is shown through an article by Stanley Fish, published by The University of Chicago Press, â€Å"Boutique Multiculturalism, or Why Liberals Are Incapable of Thinking about Hate Speech. † This article is about the true meaning of being introduced in a culture and how it affects the way you tolerate it. It addresses being influenced by other cultures and an American’s idea of what multiculturalism really is. Fish claims, â€Å"†¦but boutique multiculturalists will always stop short at approving other cultures at a point where some value at their center generates an act that offends against the canons of civilized decency as they have been declared or assumed,† meaning that people seem to not agree with other cultures once it gets to the core values or the important and pure parts of the culture, (378). Boutique multiculturalists are known for resisting culture once it starts to get to the very important traditions and values. These people only participate in the things that they believe are good, â€Å"A boutique multiculturalist may find something of value in rap music and patronize (pun intended) with soul-food restaurants †¦Ã¢â‚¬  (only being involved in the good), and â€Å"†¦ but he will be uneasy about affirmative action and downright hostile to an afrocentrist curriculum,† meaning that the boutique multiculturalist will no longer want to participate in the culture knowing that things they disagree with are involved, (378). Appiah states, â€Å"Understanding one another may be hard; it can certainly be interesting. But it doesn’t require that we come to agreement,† he believes that people do not need to be a part of the culture or like everything that it is, but people need to come to agreement and just tolerate each other, (55). If others do this, then they can live in society and be used to one another. This complicates Appiah’s argument because the ability to tolerate someone else only goes so far before people begin to disagree with others values. With the earlier evidence from Deghett’s argument, it is confirmation to conclude that some people would not empathize with the photo such as war supporters due to their unempathetic feelings. There is a possibility that some may support the cause and result of the photograph. However, there are others who will empathize with the photo such as anti-war groups, whom would have an opposing reaction and immediately empathize. With this, the same can be said about Appiah and tolerance. Not everyone will be able to get used to the ideas and actions of others. But, there are some who will tolerate the actions and will get used to the opposite views. This is something that happens each day: people disagree with one another. It is hard to understand everyone’s feelings and ideas but it is important to be considerate even if you do not feel the same way. Something that is very important is understanding that each person does not have the same feelings that apply to you. The fundamental concepts of empathy and tolerance contributes to the functionality of the world in all aspects and are necessary in order to improve relationships.

The Reality of Fantasy in the World of Ofelia Essay Example

The Reality of Fantasy in the World of Ofelia Essay Example The Reality of Fantasy in the World of Ofelia Essay The Reality of Fantasy in the World of Ofelia Essay The Reality of Fantasy in the World of Ofelia In the movie Pan’s Labyrinth a little girl named Ofelia lives through a war but it’s not just a war to her because she’s experiencing things that other people might consider to be a complete fantasy. She talks to a monster like creature that just seems to be taking advantage of her throughout the whole movie and claims to be helping her. This creature gives Ofelia tasks and if she completes them she would become a princess elsewhere. In the end it seems like she died but re-enters a new world filled with happiness, greatness, and becomes a princess according to her. Ofelia’s other world seems to be a fantasy or a pigment of her imagination and this is true. Ofelia is imagining all of the creatures and the tasks in her mind and all of the fantasies distract her from the horrible world she’s already living in. Ofelia’s mom gives her a book full of fairy tales and she reads it and starts living it out in real life. A strange creature which is the Faun suddenly appears in her room claiming that she could become a princess if she completes some tasks that he would assign to her. The Faun seems to be like a half goat half human and it is a very creepy looking creature. He gives her magical chalk to make a magical door on the stone wall and it actually works. The door opens and she enters a medieval styled hallway which leads to a long table with a feast on it. The half goat creature had told her to not indulge in any of the food that would be on the table but since she hadn’t had dinner yet she decides to take a bite out of a grape. At the end of the table there’s another creature that looks like a mix between a ghost and a mummy. This creature is the Pale Man and was completely still until Ofelia took the bite out of the grape and then it didn’t take it very well. It got up from the table and chased after Ofelia as if it wanted to harm her but she escaped from it by drawing another magical door on the roof and climbing out of that surreal hall. The Pale Man represents her father at the dinner table just a few minutes before and how his character is. He’s a mean and selfish person and that’s why he got mad when she got something from his feast. After she got back to her room the Faun scolded her for not following his instructions and this represents how everyone is always telling her she’s doing wrong even though it was an innocent mistake. The Faun also told Ofelia that if she followed his instructions again he could cure her mother. She would have to put a plant like creature which is called the Mandrake Root in a bowl and feed it fresh milk every day. She would also have to place it under her mother’s bed. Her mother was pregnant and she seemed like if she was going to die. After awhile her mother started getting better but as soon as her father found out what she was doing he disapproved and handed the Mandrake Root to her mother. The mother was stunned and very bothered by what Ofelia had done. Ofelia tried to explain but her mother just told her stop believing all the fairytales she’s told her and that the world they live in is a very cruel world. After this the mother tosses the Mandrake into the fire. It starts screeching and screaming as if it was in pain and as soon as it begins to burn the mother starts to die as well. It might seem like if what the Faun said was true but Ofelia is just seeing things as she wants. She just liked to have hope and believe her mother was dying because they threw the Mandrake into the fire but in reality she just didn’t want to accept that her mother was dying. She wanted an excuse to accept it because her life wasn’t going well at all and she wanted to look at the positives. After the mother died the doctor saved her baby brother and of course her father didn’t treat her any better. Ofelia believed that her father was not fit to take care of her brother so she tried to steal him but it was a bit difficult for her father not to notice. She tried using the chalk that the Faun gave her to make a magical door but her father caught her in the act. The door that she drew opened up but she didn’t have time to escape and through that same door her father’s soldiers came in to tell him that he was needed outside. She escaped and ran outside with her baby brother but when her father saw them he chased after them all the way into a maze of tall bushes. Ofelia ran into a dead end which seemed to open up magically into the center of the maze. There she met with the Faun who told her that she could become the princess of the other world but only if she sacrificed blood from an innocent person. He referred to her baby brother. Even though the Faun said it would only be a small amount of blood and not enough to harm the baby Ofelia could sense that he had bad intentions because he took out a large knife and had an evil grin on his face. Helpless Ofelia argued with him that she didn’t want to sacrifice or harm her brother but as the Faun was leaning in to take the baby from her the father came in somehow and demanded for her to give him the baby. He ended up just taking it from her and the angry father decided to shoot Ofelia which caused her to die. When she fell on the ground she was leaned over a well which is where the blood of an innocent body was supposed to be sacrificed and a drop of blood fell from her into the well. While all of this was going on the army that was against her father’s army got to the scene because they had won the battle since Ofelia’s father was the general and he was distracted by Ofelia taking the baby when his army needed his direction. One of the females in the army that won was working for Ofelia’s father but secretly followed the direction of his enemy’s army. She was extremely close to Ofelia and loved her like a daughter so when he saw that Ofelia’s father had killed her she had her army kill him as well. This was officially the end of that battle but it was also the end of Ofelia or was it? When Ofelia drew the chalk door on the wall of her father’s bedroom it magically opened up but when her father caught her trying to steal the baby and take it through that door his soldiers came through there and tried to pull him away because they needed him. If the door was magic the soldiers would not have come through there as if it already existed. Therefore the door was already there and Ofelia was imagining it because she had hope that she could escape from her father with ease and as if by magic. The fact that her father also went through the dead end of the maze into the center of the maze as well as his enemy’s army proves that she was making it up as she went along and following her story full of fantasy through her imagination. Also when her dad arrived there he could see Ofelia arguing with someone but the problem was that there was nobody else there. The father could not see the Faun at all. At the very end of the movie Ofelia is dead but she all of a sudden appears in a world very different to the one where she lived before. The Faun is there as well as fairies and there is three golden thrones in the center of what seems to be a palace. In one of the thrones sits her mom and in the other sits her original dad, not her step dad who was the army general and the real father of her baby brother. Her mom, her dad, and the Faun tell her that she can finally be a princess in that new world which she’s now in and through the whole movie that was all she ever wanted. The fact that she’s dead is what finally took her away from the horrible life she had and finally gave her peace of mind. She was imagining this final scene while she was dying because she did not die instantly. With the horrible experiences Ofelia went through she desperately needed to get away somehow or have hope that everything could somehow get better. People sometimes wish they could use magic to get what they want or at least believe in magic or fairy tales in hope that their lives could be similar. This is exactly what Ofelia does. She creates a story in her mind where she gets opportunities to make her life better but in reality she’s a helpless little girl that has no chance of living a happy life.