Psychology and education in the twentieth century Essay

The twentieth century was innovative in a multiplicity of fields, including psychology and education. The attempt to develop the understanding on how humans learn was a challenge upheld by a â€Å"huge and diverse cast of characters† (Harrà ©, 2005: p7), with some so prolific that they didn’t only affect the classroom but â€Å"have left an enduring mark on our understanding of ourselves† (Harrà ©, 2005: p7). For this essay, I will describe and reflect on the theories of Burrhus Fredrick Skinner and Jerome Bruner, particularly focusing on Operant Conditioning and Cognitive Learning and apply them to an educational setting. Jerome Bruner (1915-2016) is renowned as one of the most significant and influential cognitive and constructivist theorists of the twentieth century and specifically developed â€Å"the study of the mental processes of thinking† (Harrà ©, 2005: p49). His initial focus was the development of human cognition but psychology at Harvard, according to Bruner had become â€Å"centrifugal† (Bruner,1983: p252). In turn, this led Bruner to begin his exploration into child cognitive development, heightening the importance of categorization in learning as well as â€Å"challenge the old psychology in the latter years of the 20th century† (Harrà ©, 2005: p.60) Bruner was highly influential in educational thinking, especially after the release of his book â€Å"The Process of Education (1960)† that is now recognized as a classic. Himself and other cognitivist theorists such as Piaget were both interested in child development, and Bruner agreed with Piaget that biological organisation underlies cognitive development but queried whether age ranges were correct in his developmental stage theory and believed that â€Å"it paid insufficient attention to the role of social interaction† (Olson, 2005: p.25). Similarly to Bruner, I do not believe that a child’s age always indicates their level of understanding. Limited description is offered of a child’s learning necessities, capability level, or motivational influences; all of which will have an impact on their understanding. I believe that this is a notion that still hasn’t been explored deeply enough and has a negative impact on our education today, as some students are still failing as the curriculum is generalised â€Å"the exam boards adopt common ways of working† (Ofqal,2017). The Eminent Harvard Psychologist has contributed greatly towards psychology overall, but his works have been most recognized in education; he felt that it was substantial for a learner to attain the fundamental values of a subject – his theory generally expressed that learners develop new ideas and concepts based upon existing knowledge; correspondingly to Piaget, he used three phases to develop his theory on modes of representation (how a learner may think of an object). Each mode is foremost at different stages of development, but all are present throughout the process. The first stage (1-18 months), was termed â€Å"inactive†. Thinking is utterly based on the child’s physical actions rather than their internal thinking. This mode is continuously seen in the later years, an example of that would be when a child is learning how to get dressed for school or ride a bike. The second mode begins to develop when a child reaches 18 months and was named â€Å"iconic†, and is mainly obtained via pictures or icons. These are mainly based on the five senses (hear, touch, smell, visualise). In an educational setting, diagrams and/or illustrations are often useful when introducing a new topic. The third stage, mainly reached at the age of 6 is â€Å"symbolic† and is primarily based on the use of symbols. Language also serves the purpose of regulation in this stage; as children develop, they shift from being external to being internal in cognitive processes. Using language as a symbol is essential to develop the capacity to think in abstract terms. Based on this three-stage notion, Bruner recommended using a combination of concrete, pictorial and then symbolic activities which will lead into more effective learning. This remains true even for adult learners. The theory is conceptually useful in teaching, as it allows staff to engage with all learners regardless of their cognitive level. With a range of supplies (study materials, activities, and tools), a new topic can be taught easily as it can begin as a concrete representation, and eventually end as an abstract one. This also provides learners something they can return to if they come across any problems with the matter. A primary example would be to engross the learners to do physically create 3D shapes. The following exercise would be an illustration of a shape, and the names of the shapes would aurally be read out and explained by the tutor. Thirdly, the learners should discuss the concept of the lesson and discuss any findings. Not only is this a far more gradual and realistic way of learning, I believe it also encourages motivation; something Bruner felt strongly about â€Å"The act of grasping the meaning, significance or structure of a problem or a situation without explicit re liance on the analytic apparatus of one’s craft† (Bruner, 1966: p.) For Bruner, the purpose of education is not to impart knowledge, but instead to facilitate a child’s thinking and problem solving skills which can then be transferred to a range of situations. Bruner’s notions and concepts have been rejected and critiqued by other theorists. For example, Piaget trusts that patience is necessary to reach the stage where a child is ready, whereas Jerome Bruner believes that the speed of cognitive development process can be increased if necessary. Unlike Piaget who was â€Å"resistant to criticism, sticking to a fixed position in the face of theoretical objections and empirical refutations† (Harrà ©, 2005: p57), Bruner was â€Å"unafraid of words like mind, and expectation, and perception, and meaning† (Miller, 2003: p.142). Bruner places a broader focus on his theory and attempts to be more open-minded and take a variety of studies into account

Chapter 5 Quiz

Many of the institutions and customs that emerged in east Asia during this era persisted until the twentieth century or even the present. Why do you think this is so? Why does there seem to be more continuity in east Asian history than in other parts of the world? Patriarchal Family. Nomadic Threats. Mandate of Heaven. 2. What are the advantages and disadvantages of a form of writing that is pictographic and ideographic (like Chinese) versus one that is alphabetic? Advantages: A single characater can mean an entire phrase or can have multiple meanings.If you are fluent in the meanings, then it is easier to read and ideas can be connected together more quickly. If the pictographs represent everyday things that everybody knows, it may be easier to learn to understand the language on the more basic level. Disadvantages: It could take a very long time to learn it all. For example, it could take a very long time to learn all the letters that represent one idea or thought. It has a wider i nterpretation, something may mean one thing to a person and slightly different to another.For example, a letter could represent a cat , could be seen as a panther to somebody else. 3. How do early east Asian religious beliefs and practices differ from those of the other early cultures you have studied so far? What do these differences imply about the societies' structures and their most important values? East Asia did not have a main or official type of a religion. They only followed the rule of the Mandate of Heaven. A leader is chosen by heavenly powers to govern within his realm. If the ruler was successful in his duties then the heavenly powers would rejoice.If the ruler failed then the heavenly powers would withdraw a mandate to rule and a better deserving person will take that rulers place. The peoplel of east asia did not worship one certain deity at all unlike the other socieites . They also believed in the veneration of their ancestors. People believed that with doing good deeds and having great virtue throughout the family, then the ancestors will lead them to propser when they meet their ancestors. The region of Mesopotamia was under the belief of polytheism or many gods. Egypt was under the belief of many gods but mainly environmental gods, such as Ra the sun god, and the afterlife.

Communication and Professional Relationships with Children, Young People and Adults Essay

1.1 – The importance of effective communication in developing positive relationships with children, young people and adults The importance of developing good relationships with children, young people and adults alike cannot be stressed enough. It is vitally important that we demonstrate and model effective communication skills with positive interactions as children are more likely to respond favourably to this. We must know and understand the boundaries of passing on information whilst observing school policies and confidentiality. We must continually check and process our information in moments of stress or excitement so that the children understand our expectations. In a way we should ‘practice what we preach’ or children will find it hard to understand acceptable boundaries. The element of trust must be gained, for without this it is difficult to envisage any real positivity or respect to be formed. In all cases good listening skills are equally important. Particularly with children it is not good practice to simply tell children what to do. Allowing children to talk and responding on their own language level will help them feel their views are valued and will improve their own self-esteem. If a child is perturbed or upset, it is not always easy to find an instant or easy solution, so the more we let them talk and choose our replies carefully (and this may be very little dialogue from us) the more we will gain their trust. I have personally found it good practice to physically be on their level whether teaching or dealing with any problems they may be experiencing. It is particularly important that older children and teenagers are allowed to be heard and express themselves. We may not entirely agree with what that have to say but our attention is vital if they are distressed in any way. Again, it may be good practice to go away and reflect on their views rather that go in ‘gung ho’ and say something we wished we hadn’t, thus damaging their trust in us. If we relate well to others the message we send out will be positive, otherwise communications can break down and it can lead to bad feeling. Developing a good working relationship with adults within the school environment relies on adopting a professional approach. It is important to be thoughtful and choose words carefully, particularly when there are cultural differences. It’s important to listen and be empathetic to parents and guardians. This will help us understand concerns and reassure them wherever possible. A positive approachable attitude will encourage positive relationships, whilst we must always remain professional and follow school policies and procedures. We can provide information on the social welfare and any physical needs of their children. As a mediator we can pass relevant information to the class teacher or line managers. Although we may occasionally liaise formally with parents, it is more often less so. 1.2 – The Principles of relationship building with children, young people and adults The key principles are: †¢ Effective Communication. The main area for developing positive relationships, this covers many different forms of communication †¢ Showing respect. We have to listen and be respectful to other people, be courteous by remembering names and how we address them. It is important to respect and acknowledge different cultures and people with different beliefs. †¢ Being considerate. We need to think about why a person may be acting out of character as they may be under pressure before we respond to them. Consider their feelings and the position they may be in. †¢ Remembering issues that are personal to them. It’s good to remember personal information about colleagues or parents and use them in a positive and not intrusive way. We can ask about their siblings, or other family members. Remembering birthdays and possibly asking parents how their older children are enjoying high school. †¢ Taking time to listen to others. If people confide in us we must take time to listen and show that we are interested, particularly if they require advice or help. We need to then respond in appropriate manner. †¢ Being clear on key points. We must be clear when giving information or instructions in conversations. It is good practice to ask the other person to repeat back our requirements so that they have understood us correctly. †¢ Maintaining a sense of humour. Throughout our important school work and life it is important to inject humour at appropriate times too. It can be a good icebreaker or way of relieving stress and relaxing a situation. 1.3 – How different social, professional and cultural contexts may affect relationships and the way people communicate We can adapt the way we communicate in different professional and cultural situations. I would use more considered and formal language automatically. If it was a meeting or discussion I would consider both my approach and responses, use positive body language and be attentive at all times. I would dress accordingly depending on the formality of the meeting or course. I try to respond promptly to telephone and email messages. I tend to keep communication with those of a different culture as formal as possible until invited to be less so or a good rapport is attained.

Essay Example | Topics and Well Written Essays - 500 words - 16

Essay Example On the other hand, if the setting is changed to a penthouse in Los Angeles, the characters of the story would probably, exhibit much more blasà ©Ã¢â‚¬â„¢ attitude towards life and relationship. The penthouse epitomizes wealth and thus the value system of the family would not be grounded to earth, displaying a careless attitude towards familial ties and genuine concern for each other. Their superficial lifestyle would dictate their actions and behaviour in public which might be totally at odds with their nature and general attitude towards things and people. In the new circumstances, the mother would appreciate and get along better with Dee as she is more inclined to climb social ladder with her ambitious nature and inherent tendencies for ruthlessness who would not hesitate in crushing the weak to reach her goal. The mother would be impatient with the timid and sensitive Maggie and would probably keep berating her for lack of confidence and other shortcomings. Despite her big built and manly disposition, the mother would be carelessly proud of her physical stature and make sure that it becomes recognized as her style statement. Dee would grow up to be highly fashion centric person who would also be extremely self-centered because of her good looks. She would show all the characteristics of a spoiled rich girl who would continuously desire what others have. Supported by a mother who promotes her shallow aims and objectives, Dee would symbolize the degenerating values of the rich for whom wealth dominates decent human values, including love and relationships. Her material goods and artificial lifestyle would bespeak of her shallow personality that depends on the fragile covering of the modern day Cinderella that can be shorn away with very little effort. Maggie would probably be the only character in the story that would not much change. Though still timid, she would show strong character traits by

War on Global Terrorism Research Paper Example | Topics and Well Written Essays - 3750 words - 1

War on Global Terrorism - Research Paper Example One glance at him I knew I wanted to be â€Å"that guy†. Eddie was a hothead so I figured if he could make it and summon this inner change within himself so could I. Shortly after that day I mustered up the inner courage and went and talked to the Marine Recruiter and signed up. Two weeks after I walked across the stage of my high school graduation I was stepping off the bus in Parris Island, SC ready to embark on my journey to being a Marine. From entering boot camp a young know-it-all and emerging a hardened warrior forged by blood, sweat and tears. I came to realize that as a United States Marine I was on the frontlines of the war on terror. It became my duty to give my life to the people of this nation so they could live their lives and enjoy their days in freedom and peace. Yet serving one’s country is not just a decision that is right for me; rather, serving our country should be vitally important to every citizen. The war on terror knows no bounds and is being fought each and every day on our soil as well as abroad. The struggle between radical Islamic sectarian beliefs and the principles of free societies have been on a collision course for quite some time now. Due to the fact that so many fanatics believe so strongly that their narrow-minded interpretation of religion is the â€Å"true† and â€Å"right† way, a glut of active and willing volunteers from many of the most poverty-stricken regions of the planet has come to exist. Many nations that are controlled by radical elements of fundamentalist Islam practice cultural and ideological hegemony in these countries; thereby having a low tolerance towards different religions or views being practised of promoted. In order to gain further control, many of these radical fundamentalists have splintered off and chose to use terrorism to achieve their ideological goals. Many American have always taken the concepts introduced by the Declaration of Independence,  the Constitution, or the Bill of Rights for granted; believing that â€Å"all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness.†Ã‚  

Most Beautiful Day Personal Statement Example | Topics and Well Written Essays - 250 words

Most Beautiful Day - Personal Statement Example My friend who was driving at this time has become quieter and the drive was going really smooth. We pulled off the road to re-fuel and after we left the gas station got a "low battery" sign on the dashboard light up. The vehicle also warned that we turn off all the electronics as soon as possible. We decided to do it right away only to be warned again with a "turn engine off immediately" message on the vehicle's computer. It was really dark outside at that point and we were scared some car would think our car is moving and would hit it, and we would be hit as well. By the time we crossed the highway to stop the car on the side, and run outside the car baffled and confused there was already heavy smoke coming from the car. We ran away from the car fearing it was about to explode at anytime. We only stopped at a road construction site where we could be safe from all the trucks and cars going at 100/150 km/h just 5 meters from us. We did not know what to do or exactly where we were. Since we had a French cell phone we could not call SOS in Italy. Survival time on a highway is estimated to be about 12 minutes, and we had been there for 40 minutes when finally we saw someone to come noticed us and slowed down. We arrived in Geneva at 2 am (had left Monaco at 5pm).

Respons Essay Example | Topics and Well Written Essays - 250 words

Respons - Essay Example They will still have the same health problems and mortality rate as heavy smokers (Nagourney, 2006). Another risky behavior due to technological advancement is using phones while walking on the streets. Lately, distracted driving has been getting much attention than pedestrians who walk and send messages at the same time, but it is equally dangerous. Distracted walking, which is usually caused by an electronic devices is an increasing problem that occurs when one is trying to multi task. In this mobile phone era, there is an increase in accidents caused by cell phone users (Ritchel, 2010). According to Ritchel in his New York Times article, more than a thousand pedestrians were admitted in 2010 in the emergency rooms due to accidents that occurred while they were on their mobile devices. There is growing perception among young people that single tasking is a waste of time and unproductive and this makes them use phones while walking on the streets. Cell phone conversations demands not just auditory concentration, but the individual also tries to visualize the conversation thus obscuring the surrounding environment the individual is in. Accidents that occur when one is distracted by an electronic device are usually embarrassing since they could easily be

Luxury company in the African market Research Paper

Luxury company in the African market - Research Paper Example Some of the notable countries that have continued to register increase in the number of dollar billionaires include South Africa, Nigeria, Kenya, Angola and Libya among others. Through the large investments in terms factories and farming, the wealth class has created many opportunities that have positive impact on the living standards of the middle class individuals in the rural areas. This paper seeks to discuss the entry strategies and the opportunities as well as limitations that Mercedes-Benz Company, a renowned manufacturer of luxurious vehicles would face in the Kenyan market. In its effort to enter Kenyan market, Mercedes-Benz a German based company will have adequate opportunities that will make the company achieve high sales and profits. Being one of the countries based in the East African region, Kenya population stands at 43 million people. The country headquarter is based in Nairobi with an estimated population of 6 million people in the year 2013. Based on the high deman d as the result of the increase in population, wealth individuals who most of them are allocated within the city of Nairobi, the demand for luxurious products has risen (Kitching, 2011). Even though the demand for other luxurious brands such as clothes and shoes, mobile phones and electronics is high, the demand for motor vehicle brands especially among the young and old rich Kenyans has drastically gone up (Daniel, 2011). Kenyan currency in referred to as Kenya Shillings (KSH). The country GDP stands at $79,890 billion. The key sector that has contributed to the Kenyan improved economy includes tourism that contributes up to 60% of the GDP. Tourism in Kenya is the main source of foreign exchange. For example, in 2012, tourism generated more than $900 million. Other sectors that have significantly contributed to the GDP include agriculture that contributes approximately 25%, industry and manufacturing with a contribution of 15% and energy. The increased foreign currency has positive ly impacted on the investment in the countries thus resulting to more job opportunities. Opportunities One the major opportunity that Mercedes-Benz will face is the high demand of its brands especially by young and reach people working in the tourism sector as well those in the music industry. The improved transport system in the city of Nairobi and other towns such as Mombasa and Thika has opened investment opportunities in the city. As a result, large companies have highly invested in Kenyan capital and its outskirts. Some of the notable companies that employ large number of people include Safaricom, East African Breweries, Daily Nation Company, British America Tobacco and Delmonte Company among others. In addition to the large amount of tax the companies pays to the government, the firms have resulted to increased household income not only for the top managers but also for other employees. This implies that by establishing a branch in Nairobi and Mombasa, Mercedes-Benz will effec tively meet the increased demand of its brands. Kenyan market for luxurious motor vehicle is unexploited (Aldwin, 2010). This implies that the company will not face stiff competition from other companies. Additionally, the countries offer

Consumer Behaivour Essay Example | Topics and Well Written Essays - 2000 words

Consumer Behaivour - Essay Example For an example, laptop computers have become necessity for the modern tech savvy people. The buying behaviour or an individual is controlled by many factors some of the major factors are price, quality, reputation and many more. Lifestyle is another major factor which influences the buying behaviour of an individual. It has been seen that many time a same person changes his or her buying attitude according to the lifestyle (O'Shaughnessy: 1995). The factors which influence the buying process can be categorised into two major factors and they are internal factors and the external factors. These two factors are closely related to each other. However, the external factors come from the market and these factors are created by the marketers with great marketing and branding effects. The internal factors are the behavioural traits of the individuals. I am clear about these factors which have forced or rather helped me to take the final buying decision. I have understood the behavioural tra its of my buying behaviour with the thorough study of the may last ten prominent buys. I have realised that most of the products which I have bought are all branded and high end products. Some of them are highly expensive and top of the line products. I have also realised that I take sudden decisions about buying while I love the product. For an example, I bought Tom Ford (Bois Marocain) Perfume from David Jones as I liked the perfume. The aroma made me obsessed about the perfume so I bought it in a sudden manner while I was not at all thinking of buying a perfume. This shows that I am not majorly influenced by the price factor but I am influenced by the emotion. The factor analysis: The personal behaviour and perceptions create a lot of sense at the time of buying process. The personal traits are the major factors to execute the buying decisions. The individual perceptions towards products vary due to many internal factors like attitude, status, perception, lust and many other fact ors. However, to identify my buying behaviour I would like to take the help of the factor analysis of my behavioural traits towards buying relations. Gordon Allport’s Trait Theory: Famous psychologist Gordon Allport (1961) realised that there are majorly three trait factors which help to understand the human nature or the uniqueness of the individuals. And these three factors are central traits, secondary traits and the cardinal traits (Pastorino, and Doyle-Portillo: 2008). The central traits: The central traits focus on the behavioural factors which can be treated as the general nature of an individual. For an example if a person is friendly in most of the situation then the friends would take his friendly behaviour as the central trait. Same way in case of buying the openness and price sensitive nature can make the central traits of the person towards the buying behaviour. In this case my central trait is to buy products which are upgraded in nature and branded offcourse. T he price sensitivity is not at all the central trait of my buying behaviour. From the VAIO notebook to the YSL bag, Bobby Brown cosmetics to iPhone 4 each of them are the top of the line products. The luxury is another primary trait which controls my buying behaviour. Raymond Cattell’s factor analysis: Raymond Cattell introduced the statistical technique to identify the different

Introduction to Political Science Essay Example | Topics and Well Written Essays - 1250 words

Introduction to Political Science - Essay Example Political parties refer to groups of people joining to contest elections through which they hold power hence running the government. These people may not necessarily share ideologies in real life but for political reasons affiliate themselves with ideologies that will drive their agenda. They may agree in policies developed or procedures or programs developed for the society. They work together as a unit to promote the good of the community in a collective approach. The different ideologies may not matter considering members of the political party have one core ideology that drives them. It is under the political party that electorates elect those to run the government. The management of parties is different in different political jurisdictions. Some have more than one party applied as the multiparty system while others operate on one party like Chine. These differ in approach and each has different management styles that may fit its operations in a country. These parties have develo ped as the defining features of the modern day democracies.

What are the historical causes of racial inequality in the United Essay

What are the historical causes of racial inequality in the United States - Essay Example that the white race was superior of the black, which grew at the end of the 1800s, played a big role in validating suppression and the demolishing of the traditional cultures, societies and civilizations of the native peoples of different races and ethnic groups particularly the African slaves who were sold by the Europeans to the Americans during the 19th century and who later became African-Americans. In addition, this set of beliefs and ideas also became a catalyst for regarding or considering enslavement and submission as a humanitarian responsibility or duty. â€Å"In its modern form, racism evolved in tandem with European exploration and conquest of much of the rest of the world, and especially after Christopher Columbus reached the Americas. As new peoples were encountered, fought, and ultimately subdued, theories about â€Å"race† began to develop, and these helped many to justify the differences in position and treatment of people whom they categorized as belonging to different races.† (Wolf 97) Enslavement was the chief cause of the ever-increasing political conflict and opposition around the 1850s in the United States as people started to oppose and contravene racism. This open opposition and the American democracy that made speech and opinion more open was the stepping-stone for the road from slavery to the civil rights movement and later on, towards the ethnic and racial equality around the nation. In retort to an anti-slavery Republican as the winner of the Presidential election, nearly a dozen Southern slave states in America affirmed their separation and breakaway from the United States. Together, they formed the Confederate States of America, also known as the Confederacy. The remaining twenty-five states supported the federal administration called the Union. Began in 1861, the Civil War lasted a total of four years. The reasons and grounds were complicated, and ever since this battle began, its causes have been heated with a lot of controversial

Diffusion process of innovation adoption Essay Example for Free

Diffusion process of innovation adoption Essay Analyzing corporate blog as a successful innovation in DIO theory Figure 3. Rogers Diffusion of Innovation Theory Model in Context of Corporate Blog and Bloggers’ Perception In context of the research, the theory describes both the individual and the organization’s process of knowing through adopting and accepting an innovation. Particularly in this proposal, the diffusion of innovation will evaluate the process by which corporate blog is perceived by two of our independent variables, the employees and the company which allows corporate blogging. The study will use the qualities Rogers’ stated to analyze the perception of bloggers on corporate blogging. In the study, the relative advantage of corporate blogs over media advertisements will be investigated. We will examine the bloggers’ perspective on which one is better — corporate blog or advertisements. Corporate blogs’ compatibility with existing values and practices of the employers and employees will be evaluated through examining whether they perceive corporate blogging to be helpful in achieving their goals and objectives as well as their cultural values. Simplicity and ease of use of corporate blogging will be delved upon through examining whether corporate blogging offers tools that aid bloggers to use easily. Trialability will be examined by investigating the accessibility of corporate blogging not just to the regular users but to the others as well. Observable results will be demonstrated through investigating the visibility of the results provided by corporate blogging. Perceptions of bloggers will help us determine the rate of acceptance of bloggers on corporate blogging. The researcher would also try to determine whether the existing subculture brought about by economic and cultural factors affect eh perception of employees and stakeholders when it comes to corporate blog as discussed by Rogers (1995); that in social systems there are certain limitations that hold people from accepting innovations. In this case, individuals who don’t posses computers would not be able to frequently access corporate blogs even though they try to access corporate blogspots more often. There are several reasons why this theory is chosen over others. First, there are a number of researches that report successful applications of this theory especially in information systems research. Secondly, the model is easy to integrate into our research given our time constraint. Lastly, the premises stated in the theory are significantly related to the factors we want to consider to analyze the rate of acceptance of bloggers to blogging as a kind of new innovation. Research design and methodology Methodology review. Taken into consideration the importance of using a systematic manner to conduct a research, a systematic approach will be adopted in undertaking of this project to ensure that objectives of this research are fully investigated, and data collect are well analyzed and evaluated. Therefore, a methodology, introduced by Bennett et al. (2002) will be applied at different stages of the project. This methodology is called SQUIRO, which stands for Sampling, Questionnaires, Interviews, Reading or Research and Observations. Sampling is used to choose a representative group of a certain social trend. A questionnaire was designed to collect empirical data, and although initially, it was considered that doing an interview would not be feasible due to geographic limitations, an interview with the two corporations namely Microsoft and Tongfang located near the area of the author was done by the author to gain further information. The main body of this dissertation is based on the researched and investigated outcomes from current issues. A literature review provides the academic foundations from the previous research on which the subsequent theoretical framework for the current investigation can be based on, and the hypothesis developed. Online observations of bloggers and their blogs are conducted to generate objective view of the problem domain. Survey research is one of the most important areas of measurement in applied social research. The broad area of survey research encompasses any measurement procedures that involve asking questions of respondents. A â€Å"survey† can be anything from a short paper-and-pencil feedback form to an intensive one-on-one in-depth interview (Trochim 2006, http://www. socialresearchmethods. net/kb/survey. php ). Research Design and Data Collection Detail The study used qualitative and quantitative data analysis. For the qualitative research, case studies and interviews have been carried out. Survey and questionnaire methods have also been used in gathering quantitative date. (see the table 3 for the survey form, page 15) The case research has been chosen to track and understand the history of the perception and adoption of blogging as a new innovation by the successful corporation in the business industry. The interview will also be carried out in the research process. The interview will help to find out the relationship between the employer and internal blogger, and further testify, discover and summaries the effects and benefits of the corporate blog as a new innovation. For the case study, the author will acquire a list of IT companies who have set up their own successful corporate blogs. The author will choose a corporation from all the top corporations, such as SUN, MICRSOFT, GOOGLE, LIANXIANG, TONGFANG. Through the case study, the author will determine how the companies set up their blogs and their main purpose of setting up these blogs. This will help in determining how a company as a whole perceives corporate blogging. The author will interview the top managers. The interview will cover questions about the managers’ blogging habits (if they have) and their perceptions on blogging. The managers will also be asked to identify the top 30 employees who regularly post blog entries into their corporate blogs. Once the managers identify the top 30 employees, the author will contact these employees to ask permission for an interview. The questions to be asked from the employees would be the same questions as with the managers’. The interview will help in determining which factors affect the bloggers’ perceptions on corporate blogging. However, there are associated risks with interviews as this can bring extremely variable answers, low reliability and difficult to code (Foddy, 1993). Thus, the researcher included quantitative data to bring about best results. For the quantitative data, a survey questionnaire form will be distributed to the managers and the employees interviewed. The questionnaires will consist of 30 5-point-scaled questions addressing the research questions stated previously. This will help in measuring the rate of acceptance of bloggers to corporate blogs as a kind of new innovation. This will allow us to gauge the strength of the blog media. To test the perception of our variables under study, Roger’s (1995) Diffusion of Innovation theory have been used. The survey questionnaire form is shown in Table 3. is followed by the questions asked to the managers Table 3. Survey Questionnaire Form Name (its optional to place your name): Name of Company: Sex: Address (please state brief location): Monthly Family Income (please check): ___ less than $100 ___ $100-$500 ___ $600-$ 900 ___ $1000-$3000 ___ $4000-$7000 ___ more than $7000 ___others please specify ______________ Item No. Question Agree 5 Some-what Agree 4 Don’t Care 3 Some- What Disagree 2 Dis-agree 1 1 I have full access to the internet, and I am knowledgeable about blogging. 2 I would blog, even if my corporation does not have any programs for blogging 3 I would like to learn more about blogging 4 Blogging helps promote our company’s services 5 Blogging is a better way to promote products/services than printed media, online advertisements, and other media advertisements 6 Blogging promotes our company’s culture. 7 Corporate blogging fits with our company’s strategy 8 Corporate blogging helps in achieving our company’s goals. 9 Corporate blogging is a key component to our company’s overall success. 10 Blogging is user friendly. 11 Blogging has many tools that can be used 12 The tools in corporate blogging are easy to use. 13 I can post blog entries anytime I want. 14 I can choose to start my own blog or not. 15 Corporate blogging helps in disclaiming negative reactions and publicities 16 Corporate blogging offers advantages to bloggers 17 Blogging offers immediate feedback from the readers. 18 Blogging promotes immediate feedback from customers than print, online, and other media advertisements. 19 Blogging helps in communicating with clients. 20 Our corporate blog site is accessible to the public 21 Blogging is a way to publish ideas easily. 22 Blogging is a way to provide information for readers, especially potential customers 23 Blogging provides communication with employers and employees. 24 I briefly understand legal issues in corporate blogging 25 Blogging might be a threat to my company’s privacy 26 Blogging empowers me to speak, and voice my thoughts 27 Blogging is a venue for me to interact with my co-workers, customers, and corporate executives 28 I use more of my time blogging than any other activity. 29 I blog regularly 30 I would encourage my friends to blog.

Starbucks Business And Marketing Plan Marketing Essay

Starbucks Business And Marketing Plan Marketing Essay What was once a small coffee shop opened by Gerald Baldwin, Gordon Bowker, and Ziev Siegl in 1971, Starbucks Coffee Company has grown into the number one specialty coffee retailer. With over 10,000 coffee shops in more than 30 countries, of which 4,200 are licensed and franchised and 6,000 are owned, the companys main objective is to establish Starbucks as the most recognized and respected brand in the world, (Moon) . Currently, Starbucks is relying on retail expansion, product innovation, and service innovation to achieve a long-term goal once set by current chairman Howard Schultz: The idea was to create a chain of coffeehouses that would becomeAmericas third place. At the time, most Americans had two places in their lives home and work. But I believed that people needed another place, a place where they could go to relax and enjoy others, or just be by themselves. I envisioned a place that would be separate from home or work, a place that would mean different things to different people, (Moon). By working toward this goal, Starbucks wants to open new stores in both new and existing markets, expand their product development process, and cater to customers needs to eventually improve their financial position and dominate market share. Market Summary Target Markets In the early stages of development for Starbucks, Schultz identified their target market as affluent, well-educated, white-collar patrons (skewed female) between the ages of 25 and 44, (Moon). Over time, market research teams have recognized the new target market as younger, less well-educated, and in a lower income bracket than their more established customers, (Moon). Market Demographics Geographics (Moon) Data from 2002 showed that in the Southeast there was only one store for every 110,000 people. whereas in the Pacific Northwest. There was one store for every 20,000 people. Hence, the company was far from reaching existing markets. International plans showed Starbucks was operating in over 30Company-owned stores in the United Kingdom, Australia, and Thailand. Also, 900 licensed stores were operating in Asia, Europe, the Middle East, Africa, and Latin America. Demographics Young, affluent, tech-savvy customers (Hoovers) a 1999 estimate showed that 70% of customers were internet users, and today the estimate has exceeded 90% (Hoovers). Moms with strollers (Hoovers) People combining work and a coffee break (Hoovers) The most frequent customers average 18 visits per month, whereas the typical customer visits five times per month (Moon). Market Needs Starbucks wants to create an experience for their customers that combine their on-the-go schedule, as well as a place to relax. Senior vice president of administration in North America Christine Day explains that, people come here for the coffee, but ambience is what makes them want to stay, Selection Starbucks menu contains brewed coffee, espresso traditions and favourites, cold beverages, coffee alternatives, frappuccinos, and the sale of whole beans. Accessibility Starbucks operates over 10,000 retail stores. Most of the 4,200 franchised stores are located in shopping malls and airports. Starbucks coffee brands are also marketed through grocery stores in the form of beans and even ice cream flavours. Customer Service Starbucks employees are referred to as partners. As of 2002, Starbucks employed 60,000 partners worldwide, 50,000 of those in the United States. From the beginning when Howard Schultz took Over Starbucks, he believed, Partner satisfaction leads to customer satisfaction, (Moon). Competitive Pricing Starbucks brand coffee sold in grocery stores are similar to these prices found in the cafes. Market Forecast (Moon) Over the next few years, an estimate for the U.S. retail coffee market expects specialty coffee to have a compound annual growth rate (CAGR) between 9%-10%. Starbucks was also estimated in 2002 to grow at a CAGR of about 20% top-line revenue growth. As of 2002, coffee consumption had risen with more than half of the population (about 109 million people) drinking coffee every day, and an additional 52 million drinking coffee on occasion. PEST Analysis Political Influences Relationships between coffee producing nations and US State Local government controls Economic Influences Constant demand for food and beverages Changes in disposable income could influence purchase levels Social Influences Consumer preferences could shift from coffee to other beverages Technological Influences Use of technology can improve operational efficiencies Market Growth Reports show in 2002, the number of specialty coffee drinkers has become the markets biggest growth. An estimated one-third of all U.S. coffee consumption takes place outside of the home and in places such as offices, restaurants, and coffee shops (Moon). SWOT Analysis Strengths The company is good at taking advantage of opportunities. Starbucks is very profitable and has a strong financial base, therefore allowing the company to undertake new business ventures. Revenue increased to $5294.2 million in 2004, a 29.9% increase from 2003 (Data Monitor) Profits increased to $610 million in 2004, a 43.7% increase from 2003. Net earnings increased 46% (SWOT). The company is internationally recognized and has a global presence. Their reputation is one of fine products and services. Almost 9,000 cafes in almost 40 countries (SWOT) Widespread brand recognition, which in turn becomes brand Preference, and ideally eventually brand loyalty. Strong customer base Clusters company units Expands business with the continuing growth of the coffee market, especially in areas where the company is already well established, and groups stores in an area, therefore able to dominate the region. Leads to considerable financial reward without suffering from cannibalism (Data Monitor). Focus on opening stores that have convenient access for pedestrian and drivers Helps the company capture an increasing share of the coffee market Weaknesses Reliance on beverage innovation Vulnerable to the possibility that their innovation may falter over time Company growth is mostly driven by beverage innovation. If U.S. store growth decreases, stock is lowered in value. Diminishing return from beverage innovation would have an adverse effect (Data Monitor). More than 75% of the companys stores are in the USA (Data Monitor). May need to look for an assortment of countries in which to open more shops in order to spread business risk 85% of revenue is from its domestic US market (Data Monitor). Has high international brand recognition and should look to generate a greater proportion of revenue from outside the USA Would suffer greatly if U.S. stores underperformed because of economic conditions or increased levels of competition Dependent on the retail of coffee, this could make them slow to diversify into other divisions if the need should arise. Employee efficiency is poor. Lower revenue per employee ($71,544-fiscal 2004) compared to the Industry average ($110,841) (Data Monitor) Lower income per employee ($5,294) compared to the industry average ($9,500) (Data Monitor). Lower Return on Equity than peers Companys 5 year average ROE (13.65%) have been lower than the Industry average (15.09%) (Data Monitor). Need to effectively manage its finances to ensure that returns are at par of higher than industry average. Problems in some international operations Problems of expansion: A number of openings are failing to be Successful. Japanese operations: The Company has experienced some same-stores sluggishness. Closures of stores in Israel and Tel Aviv: Hurts growth prospects in the region Opportunities In 2004, created a CD-burning service where customers can create their own music CD Opportunities for revenue growth by expanding its global operations New markets for coffee are beginning to emerge; for example, in Indian and the Pacific Rim (SWOT). Targeting 15,000 international stores in the next few years Expansion potential questionable in Brazil, India, and Russia China could be one of the largest markets, and therefore the company will focus on Beijing and Shanghai. Large urban population Rising economy Increase in coffee consumption Co-branding with other manufacturers of food and drinks and brand franchising to manufacturers of other goods and services Creates loyalty for Starbucks brand Recently signed agreement with Jim Beam Brands to develop and market a Starbucks-branded coffee liqueur drink (Data Monitor), which has strong revenue potential because: Liqueurs represent $4-5 billion opportunity (Data Monitor). Liqueurs with coffee represent a considerable segment of the Liqueur market. There is a significant overlap between consumers of liqueurs and consumers loyal to the Starbucks brand (Data Monitor). Growth in coffee markets: Starbucks has a market share of over 40% of the special coffee market (Data Monitor). Therefore growth in this category would result in considerable opportunities for further growth and expansion in the near future. Threats Coffee may not stay in favour with customers, and another type of beverage or leisure activity could replace it. Rises in the costs of dairy products could affect the companys margins. Competition Competitive coffee shops Copy cat brands Restaurants Street carts Competition could enter the market at any time. The U.S. specialty coffee market continues to grow, and an Increasing number of firms is looking to enter. At any time, a company with greater financial, marketing, and Operating resources could enter the market and compete directly with Starbucks. Volatile nature of the coffee market Multiple factors, including weather, political, and economic conditions for example, can potentially negatively affect the companys business. Green coffee prices may be affected due to agreements establishing export quotas or restricting global coffee supplies. Slowing U.S. retail sales Domestic retail accounts for about 75% of the companys revenue growth and an even greater proportion of profit growth (Data Monitor). If current U.S. store growth continues, saturation levels within the North American division may be reached within five years. Before Reaching this point, US retail sales growth will slow significantly (Data Monitor) Competition Competition comes in several forms: Independent/Local coffee shops Social and inclusive Diverse and intellectual Artsy and funky, typically cozy and very welcoming Liberal and free-spirited Lingering encouraged Particularly appealing to younger coffee house customers Wide variety of beverages/food Appeals to the non-traditional crowd Franchise/Large Companies Generally well-recognized names (McDonalds, Krispy Kreme, Dunkin Donuts, etc.) More convenient and accessible Easy access in and out Appeals to the more mainstream coffee drinkers Services (Company) Starbucks purchases roasts of the highest quality of whole bean coffees. Fresh and rich brewed Italian espresso Offers pastries and other appetizing confections Sells coffee-related accessories (mugs, coffee makers, cups, espresso, etc.) Expanded sales into supermarkets of whole bean coffee Introduction the widely popular drink, Frappuccinos, to the public Strives for satisfied customers and a welcoming environment Works to have highest standards of excellence in way of business Offers newspapers and other reading material, popular music, and Internet access (provided by T-Mobile) Keys to Success (Company) Rapidly expand retail operations Growth in its specialty sales and other operations Selectively pursue opportunities to leverage the Starbucks brand through the introduction of new products Continue to be widely available and welcoming Maintain reputation for having specialty and gourmet coffee Make customers feel welcome with friendly service Critical Issues (Moon) Must increase customer satisfaction through improvements to service Friendlier and more attentive staff Faster and more efficient service Increase in personal treatment (remember customers name and order) More knowledgeable staff Better overall service Offer better prices/incentive programs Free cups after x number of visits Reduction of price Offer promotions, sales to increase customer satisfaction OTHER Offer better quality and variety of products Improve atmosphere (friendly, welcoming) Reaching out to community through involvement and awareness More stores and convenient locations Other critical issues Starbucks is criticized for and must be aware of are: Clustering Driving out independents Loss of diversity Its policy toward farming communities in developing countries Fair trade Many of these issues are vital for Starbucks to improve their Customers satisfaction (Simmons). Critical Issues Marketing Strategy Starbucks Mission Statement (Company) Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow. The following six guiding principles will help us measure the appropriateness of our decisions: Provide a great work environment and treat each other with respect and dignity. Embrace diversity as an essential component in the way we do business. Apply the highest standards of excellence to the purchasing, roasting, and delivery of our fresh coffee o Develop enthusiastically satisfied customers all of the time. Contribute positively to our communities and our environment. Recognize that profitability is essential to our future success. Environmental Mission Statement (Company) Starbucks is committed to a role of environmental leadership in all facets of our business. We fulfil this mission by a commitment to: Understanding of environmental issues and sharing information with our partners. Developing innovative and flexible solutions to bring about change. Striving to buy, sell, and use environmentally friendly products. Recognizing that fiscal responsibility is essential to our environmental future. Instilling environmental responsibility as a corporate value. Measuring and monitoring our progress for each project. Encouraging all partners to share in our mission. Other points of importance to Starbucks: Building customer loyalty around cappuccinos, lattes, and other fancy beverages, (Overshot). Want to create a sense of community Want to create a memorable experience for a customer that inspires the customer to return often, as well as to tell a friend Striving to become the most recognized and respected brand in the world Putting people before products (Company) What a Starbucks store should be: An authentic coffee experience that conveyed the artistry of espresso making, a place to think and imagine, a spot where people could gather and talk over a great cup of coffee, a comforting refuge that provided a sense of community, a third place for people to congregate beyond work or the home, a place that welcomed people and rewarded them for coming, and a layout that could accommodate both fast service and quiet moments (Thompson). Marketing Objectives To create a Starbucks experience that makes people come for the coffee, stay for the ambience and environment, and return for the connection To build an image separate from smaller coffee chains To clearly communicate the values and commitments of the Starbucks business to their customers, instead of only growth plans publicized in the media Financial Objectives Have each store reach a $20,000 weekly sales level Open new stores with lower store-opening costs (about $315,000 per store on average). Target Marketing Based on a sample of Starbucks 2002 customer base, the attitudes toward the brand were: The chart shows that the new customers have a poorer attitude toward Starbucks in every category than the existing customers. The new customer type that needs attention is: 45% female, 55% male Average age of 36 37% have a college degree Average income is $65,000 Drink an average of 15 cups of coffee per week Store Expansion Strategy Target areas with favourable demographic profiles, as well as areas that can be serviced and supported by the companys operations infrastructure. For each targeted area, select a large city to serve as a focal point. Goal of each focal city: Open 20 or more stores in that city in the first two years. Once stores cover the city, open additional stores in smaller, surrounding areas in the region. With this plan, the company had only closed 2 of the 1,500 sites it had opened between 1992 and 1997. Stores must be custom-designed. The company does not buy freestanding structures, and therefore each store is a different shape and size. Most stores range in size from 1,000 to 1,500 square feet. Most stores are located in high-trafficked, high-visibility areas, such as: Office buildings Downtown and suburban retail centres Airport terminals University campuses Busy neighbourhood shopping areas convenient to pedestrian traffic International expansion As of 2004, the company operated over 300 company-owned stores in the United Kingdom, Australia, and Thailand, as well as 900 licensed stores in Asia, Europe, the Middle East, Africa, and Latin America. Goal: Have 15,000 international stores Other things to consider: Kiosks Drive-through windows Positioning Store Ambience Goal: To make customers want to linger Social Appeal-Offer a sense of community, a place where people can come together Physical layout Seating areas to encourage lounging Appear upscale yet inviting Aromas Smoking is banned in all stores Employees are asked to refrain from wearing perfumes or colognes, and prepared foods are kept covered so customers would only smell coffee aromas. Sounds Play soothing CDs that are also for sale Often offer live music Customer Service The company sees a direct link between customer satisfaction and customer loyalty. The company believes that employee satisfaction leads to customer satisfaction (Moon). Voted onto Fortunes Top 100 Places to Work Employee satisfaction remains consistently around 80-90%. Turnover rate is 70%, one of the lowest in the industry Focuses on manager stability in order to decrease employee turnover, but also to help recognize regular customers and provide personalized services Employees are trained to connect with customers and focus on customer intimacy. Greet customers with a smile. Enthusiastically welcome customers into the store. Establish eye contact. Try to remember customers names and orders if they are frequent customers. Just Say Yes policy, in order to keep the customer happy, which may go beyond store rules Example: Always compensate dissatisfied customers with a Starbucks coupon entitling them to a free drink Example: Give a customer a free refill if he/she spills their drink. Advertising-The Company spends very little on advertising and depends on word-of-mouth promotion. Involvement in the Community Contributing positively to surrounding communities is one of Starbucks guiding principles in the companys mission statement. Howard Schultz had the plan to build a company with soul (Student). Starbucks has been the largest corporate contributor in North America to CARE, a worldwide relief and development organization to help Third World countries where Starbucks purchases its coffee supplies. The company has an Environmental Committee that looks for ways to reduce, reuse, and recycle waste, as well as contribute to local community environmental efforts. The company donated almost $200,000 to literacy improvement efforts (Student). Starbucks has many community building programs to contribute positively to the communities where our partners (employees) and customers live, work, and play (Corporate). As part of Starbucks ongoing commitment to share the comfort of coffee during times of crisis, the company continues to demonstrate our support of the men and women serving in the U.S. military overseas (Company). The Starbucks Foundation (Company) Established in 1997 by Howard Schultz Inspired by Schultzs childhood experiences and those of other inner city children Dedicated to creating hope, discovery, and opportunity in the communities of Starbucks Marketing Mix Marketing Research Schultz wanted to use research in order for Starbucks to challenge the status quo, be more innovative and take bigger risks. Examples of questions he asked were : What could Starbucks do to make its stores an even more elegant third place that welcomed, rewarded, and surprised customers? What new products and new experiences could the company provide that would uniquely belong to or be associated with Starbucks? What could coffee be besides being hot or liquid? How could Starbucks reach people who were not coffee drinkers? What strategic paths should Starbucks pursue to achieve its objective of becoming the most recognized and respected brand of coffee in the world? At the retail stores, a pamphlet is available for customers to share their thoughts about their Starbucks experience. Starbucks uses Customer Snapshots, similar to mystery shoppers, to evaluate partner performance in the retail stores (Moon). The four basic service evaluations include: Service Did the register partner verbally greet the customer? Did the partners make eye contact with the customer? Say thank you? Cleanliness Was the store clean? The counters? The tables? The restrooms? Product Quality Was the order filled accurately? Was the temperature of the drink within range? Was the beverage properly presented? Speed of Service How long did the customer have to wait? The companys goal was to serve a customer within three minutes, from back-of-the-line to drink-in-hand. Customer Snapshot Scores (North American Stores) Product   Starbucks product-mix expanded from 30 varieties of whole bean coffees to eco-friendly cappuccino, coffee makers, and other Starbuck paraphernalia. Its product offerings have also expanded beyond pastries and coffee to oatmeal, smoothes, and wraps to keep up with the competition and satisfy more customer needs. The company has also been constantly introducing new products, such as Instant via Ready and Full Leaf Tazo Tea Lattes and Tazo Tea Infusions. The Instant via Ready is an instant coffee that the company claims is indistinguishable from its regular brewed coffee (Jargon). Full Leaf Tazo Tea Lattes and Tazo Tea Infusions are the companys new tea offerings through which it hopes to attract tea drinkers (Edwards). The company also offers Starbucks coffee and cappuccino makers for consumers who wish to replace their existing home coffee makers. Price Starbucks products are priced higher due to perceived upscale image attached to its brand. The company also began to offer $1 bottomless 8 oz. cup of coffee, with unlimited refills that cost approximately 50 cents less than any other Starbucks products. The company is also implementing value strategies that would emphasize more on inexpensive coffee products rather being perceived as unaffordable to price-skittish consumers. For example, the company introduced $3.95 breakfast pairings, including popular breakfast items paired with a coffee, and highlights $2 brewed coffees instead of the more expensive specialty drinks (Jennings). Place   As stated earlier, Starbucks can be found in any neighbourhood where there is a perceived high traffic for its stores. Starbucks outlets can also be found in-store of various large chains including Barnes Noble and Target. Their locations are extremely conducive for individuals that are on the go and for those who enjoy reading or listening to music. Starbucks has also been recently testing stealth outlets, where the store is named after the street it is located on. The new stores attempt to localize Starbucks stores with no Starbucks logo on any of the products being offered there, and instead have the specific street address as the brand name (Allison). Promotion Starbucks has implemented numerous promotions to reach its target markets. Promotions are listed as follows: à ¢Ã¢â€š ¬Ã‚ ¢ One of the promotions that Starbucks has used is the Starbucks Card. Starbucks Card is an initiative that offers customers the opportunity to promote companys products through a referral system. When a customer purchases a gift card, it not only shows brand loyalty, but it also provides the company with free advertising, and brings in new customers. Starbucks also provides a card for corporate sales, which are used for extrinsic rewards to show employee appreciation for a job well done, or a gift to client or a vendor.   à ¢Ã¢â€š ¬Ã‚ ¢ Coffee services delivered to offices without coffee size restrictions. à ¢Ã¢â€š ¬Ã‚ ¢ Appealing to a diverse customer base by offering international teas and coffees to accommodate those customers that want a taste from home or for locals that enjoy tea. à ¢Ã¢â€š ¬Ã‚ ¢ Using philanthropy as a means for promotion Starbucks contributes to several non-profit organizations as a way to improve brand image and awareness in local communities. Controls Problems and Solutions In 2002, our fellow associates, including Christine Day, recognized that customer service needed to be improved upon, and one idea to conquer this problem was to invest $40 million annually in 4,500 stores. By adding almost $9,000 to each store, this would allow an additional 20 hours of labour per week. Day said, The idea is to improve speed-of-service and thereby increase customer satisfaction. According to a survey of customers, 65% believed fast service was a key attribute to their satisfaction. In the past when we thought of adding more labour hours to our retail stores, we decided against it due to the struggling economy, especially since labour was already our biggest expense. Another option instead of increasing labour hours is to increase the efficiency of the partners that we currently employ. We removed the no value- added tasks, simplified the production process, and manipulated the store layout to take better advantage of store space. Additionally, we installed an automatic espresso machine that was faster, reduced waste, and improved consistency while still fulfilling our customers needs. We want to continually implement the use of these machines in more of our stores. Furthermore, we want to add more drive-thru lanes to our stores. In doing so, we can still serve our customers who want a taste of Starbucks on-the go. Marketing Organizations Although we have been considered one of the worlds most effective marketing organizations, we lack a strategic marketing group (Moon). Instead, we have smaller divisions (Moon): Market research group gathered and analyzed market data Category group developed new products and managed the menu Marketing group developed quarterly promotional plans However, we need to find a way to get these divisions to collaborate so information about market and customer trends is not overlooked like it has been in the past and we can make better decisions about driving our business in the future. In 1995, a Stores of the Future project team was formed (Student). Their goal was to come up with the next generation of Starbucks stores to be debuted in 1996. Schultz communicated with the team and envisioned the retail stores to look and feel like, an authentic coffee experience that conveyed the artistry of espresso making, a place to think and imagine, a spot where people could gather and talk over a great cup of coffee, a comforting refuge that provided a sense of community, a third place for people to congregate beyond work or the home, a place that welcomed people and rewarded them for coming, and a layout that could accommodate both fast service and quiet moments. The team researched the art and literature of coffee throughout the ages, studied coffee-growing and coffee-making techniques, and looked at how our retail stores have already evolved in terms of design, logos, colours, and mood. The team decided upon four store layout designs: A store for each stage of coffee making: growing, roasting, brewing, and aroma. Each store had its own colour combinations, lighting scheme, and component materials. Also, the stores adapted to the environment, whether the store was downtown or on a college campus, for example. Recommendations For Improvement Revamp the employee reward system Tighten focus on creating the Third Place environment Focus profitability measures on profitable sales, not just reduction in staffing References Company, The. Starbucks. .Received by 8may, 2010 Corporate Social Responsibility. Starbucks Coffee. . Starbucks Corporation. 4

Policies for Partnership Working in Health and Social Care

Policies for Partnership Working in Health and Social Care The partnership between health and social care services policies in UK Introduction For the past decade or so, the focus within health and social services has been on improving all-round services through partnership between different organisations. The aim of this has been to improve integration, efficiency and provide better care for all types of patients in the community. However, the policies involved in both health and social care services have not always allowed the partnerships to work as they should. Whilst there have been some successes and partnerships have improved integration and overall care, there have also been mistakes that in some cases have made things worse rather than better.[1] The aim of this essay is to track the development of the partnership between health and welfare services over the last ten years or so, and how effective this partnership has been. There will be a critical review of partnership policy, and a focused case study on the Sure Start partnership as an example of how partnerships between health and social services in the UK are fairing. The development of a partnership between health and welfare service The development of partnerships between health and welfare services has been a critical focus of New Labour policy over the last ten years. However, these terms are often not defined particularly well and are therefore fairly difficult to analyse. The problem is that collaboration and partnership between the organisations is difficult in light of different cultures and power relationships within the professions.[2] However, this has not stopped attempts by New Labour to create partnerships between health and social care through various initiatives and policies. It was in 1999 that the government set out its radical NHS Plan that promised to transform the way in which health and social services interacted. The development of Care Trusts meant that health and social services would be dealt with by a singular organisation in certain areas for the first time. The main focus of the changes being on child services, service for the elderly and mental health services.[3] The first problem of developing partnerships was to overcome the difficulties and issues between new staff committed to the partnership and older staff who had worked in the organisations as separate entities. The UK Centres of Excellence funded by the DfES were created in an effort to combine high quality services in one place. These then led to specific Children’s Centres. The idea was to combine disciplines of health and social care in one arena as a focus on a specific group of individuals – in this case families and children.[4] The focus for many of the partnership policies and initiatives has been on children, families and the elderly in an effort to provide better integrated care for these groups. One of the biggest developments within partnerships between health care and social care has been to empower those who use the services in an effort to smooth over integration. The idea is that with user participation these organisations will better understand how to work as a partnership to help the needs of the user. If the users can help to shape service standards, then differences between the organisations will be reduced and effective partnership will be increased.[5] The idea behind this is also to manage internal diversity within the country as a society and the diversity within organisations so that these different parts can work together more easily.[6] The partnerships and their success are looked at in two ways. Firstly, how well the partners can work together to address mutual aims, and also how service delivery and effects on health and well-being of service users has been improved.[7] The focus of policy has been on inter-organisational partnerships between health and social care, rather than focusing on individual professionals working together between organisations. The development should be seen as ‘NHS working with DfES/DCSF’ rather than ‘GP’s, doctors and nurses working with social workers’.[8] The biggest shift has been the creation of the Primary Care Groups and Care Trusts which are responsible for the welfare of healthcare services in the community. These organisations are being encouraged to work with social services so that intermediate care can be provided, hospital waiting lists can be cut and the roots of issues can be sorted rather than merely the outcomes being treated. The formation of Care Trusts that try to combine health and social services in one organisation has been somewhat hit and miss in the UK.[9] The next section will critically examine these policies. Critical review of partnership policy One of the biggest problems with these policies is that many of the terms used are extremely vague and it is hard to evaluate their effectiveness. ‘Partnership’ is not accurately defined by most of the policies, and this leaves the concept open to interpretation.[10] The concept of user participation and feedback within the policy is also rather poorly defined, and this means that the effectiveness of user participation to bring together health and social services tools is rarely monitored.[11] There needs to be more feedback for users on their participation within these organisations, and the participation of users needs to be tied directly into policy to improve partnerships.[12] The term ‘culture’ is also given importance in the policies because it determines how the organisations work together in the partnership and work with users of the services. However, studies have shown this term has not been given a universal meaning and local organisations have given the term different meanings. This leads to inconsistent services and fluctuating success within a partnership.[13] However, there have been some benefits of the increased user participation within health and social care partnerships. It has allowed users to gain more power within the relationship and in many ways help to self-manage their own needs more clearly. This is certainly the care within health and social care partnerships for the elderly community. Rather than being seen as a drain on resources, the older generation can now work with health and social services to maintain a higher quality of life and continually contribute to society. With health and social care working together in this way, the elderly community have better access to their needs as well as being more efficiently care for due to the organisational collaboration.[14] The difference here is that whereas before an elderly person would be seen separately by the NHS and by private and government-based social services agencies, these organisations now work together to provide all primary care needs in one package. This makes it easier for all involved in the process.[15] It removes the boundaries that have been such an issue for many older people over the decades within the UK welfare system.[16] The problem of course arises when the partnership as a whole is not serving the needs of individuals. Whereas before an individual may be failed by one organisation, now the failure will cover all the services they require. With the health and social services organisations also working with private entities such as insurers, if one area fails then the service package as a whole can fail.[17] The problem is still that the two markets of health and social care are organisationally opposed. The culture within the organisations is geared towards competition rather than cooperation, and this has been extremely hard to overcome.[18] The disciplines have found it hard to build up levels of trust that allow for successful communication and partnership.[19] Despite these problems with policy, there have been cases where policies have established partnerships between health and social services. One of these partnership initiatives is known as ‘Sure Start’. The next section will present a case study of this partnership to evaluate its strengths and weaknesses. Case study of sure start The Sure Start program was created in the ‘early years’ of the New Labour government and looked to help children and families both before and after birth in a holistic and integrated way. This includes provided healthcare and social care for children, as well as providing in-need adults with social care that they can benefit from. The government put a large amount of money into the project from 1998 onwards, and has rolled the program out across the country.[20] The program sees all health and social care service providers work together to benefit parents and children in a wide variety of ways, particularly for vulnerable children and those with learning difficulties. These issues can benefit from an integrated approach that combines different aspects of health and social care in one package.[21] Reports from this program in local areas show that commitment to partnerships and cooperation has been high amongst the staff involved. Those involved in the partnership, whether health and social services staff or parent members, found the experience to be positive and allowed for a more integrated approach to family welfare. Work with families has improved somewhat, although there are still problems. The biggest problem to the effectiveness of the partnership is differing organisational cultures. These cultures mean that health and social services cannot always work effectively together, and that there are also limits on parental involvement. Parents found that the bureaucratic cultures of the organisations meant they were reluctant to participate further in the partnership. Likewise, staff within the different organisations found it hard to work with certain other staff because of differences in organisational culture.[22] In other studies, the results were even poorer. Rutter found that the objective of Sure Start to eliminate child poverty and social exclusion was not being met. The results of National Evaluations of the Sure Start Team were analysed and showed that after 3 years, there was no significant service improvement. In fact, in some areas the service had got worse and had made the situations of families worse.[23] The problem here was that whilst the partnership was working successful in bringing together health and social services, this was not improving the actual services offered on both sides. With only one organisation to now use, the most disadvantaged families were being let down in all areas rather than just in a few areas. It seems that many of the weaknesses of both organisations were combined in the partnership rather than their strengths. Other results show mixed results. One study showed that the partnership had been effective for teenage mothers in improving their parenting, but the actual children of such mothers were in some cases worse off. The problem seems to be not with the concept of the partnership itself, but the actual practical effectiveness of the local organisations involved in the particular partnership and the level of communication and cooperation between different staff.[24] Overall, the project has certainly been a success in developing integrated support networks for children and families throughout the UK. However, the effectiveness of this support network has been hindered in many areas because of different organisational cultures and a lack of adequate management capacity across the disciplines. These cultural problems have also limited the effectives of service user participation in some areas, and this is something that needs to be addressed in the future if these partnerships are to be successful.[25] Conclusion The policies of the New Labour government have tried to overcome the previous problems of drawing together the health and social services into one partnership. These organisations have always been highly separate, and attempts in the 1980’s and early 1990’s to foster cooperation between them often failed because of the differences in the organisations.[26] The issue has been that trying to find a fast and effective solution to the boundaries between health and social care is difficult, although it is attainable in the long-term.[27] The partnerships themselves have actually been quite successful in creating sustainable and integrated local support networks across the UK. However, the effectiveness of these partnerships has been damaged by a number of factors. Firstly, there is still too much competition and a culture of ‘blaming the other organisation’ between health and social services. Both organisations would prefer to absolve themselves of responsibility and compete for success rather than work together to solve the problem together. Although when things go right the partnership can work, when things go wrong both parties look to blame the ‘other side’. This means many users are let down by the partnership with no-one taking responsibility for the failure.[28] Also, there has been too much emphasis on inter-organisational cooperation rather than inter-professional cooperation. Whilst organisations as a whole are difficult to change because of imbedded cultures and management styles, individual professionals can quickly be shown how to work together to both achieve better results for their respective organisations. The government policies should be more focused on getting individuals within different organisations (e.g. doctors and social workers) than looking at combining whole organisations. This gives the user the integrated support they need whilst still allowing the different organisations to concentrate on what they do best.[29] In conclusion, partnerships between the health and social services in the UK can work to improve support for those who need it. However, the focus needs to shift from inter-organisational cooperation to inter-professional cooperation if the partnerships that have been successfully set up are to be effective in the future. Bibliography Anning, A (2005) Investigating the impact of working in multi- agency service delivery setting in the UK on early years practitioners beliefs and practices. Journal of Early Childhood Research, 3(1), pp.19-50 Balloch, S and Taylor, M (2001) Partnership Working: Policy and Practice. Bristol: The Policy Press. Barnes, M, Newman, J and Sullivan, H (2004) Power, participation and political renewal; theoretical and empirical perspectives on public participation under new Labour. Social Politics, 11(2), pp. 267-279. Belsky, J et al (2006) Effects of Sure Start local programmes on children and families: early findings from a quasi-experimental, cross sectional study. BMJ, 332, p. 1476. Brown, L, Tucker, C, and Domokos, T (2003) Evaluating the impact of integrated health and social care teams on older people living in the community. Health and Social Care in the Community, 11(2), pp. 85-94. Carnwell, R and Buchanan, J (2005) Effective Practice in Health and Social Care: A Partnership Approach. Maidenhead: Open University Press. Carpenter, J, Griffin, M and Brown, S (2005) The Impact of Sure Start on Social Services. Durham Centre for Applied Social Research. Available at: http://www.dcsf.gov.uk/research/data/uploadfiles/SSU2005FR015.pdf Carr, S (2004) Has service user participation made a difference to social care services? London: Social Care institute for Excellence. Available at: http://www.scie.org.uk/publications/positionpapers/pp03.asp Clarke, J (2005) New Labours citizens: activated, empowered, responsibilized, abandoned? Critical Social Policy, 25, pp. 447-463. Dowling, B, Powell, M, and Glendinning, C (2004) Conceptualising successful partnership. Health and Social Care in the Community, 12(4), pp. 309-317. DCSF (2008) Sure Start Partnership Work. SureStart Website. Available at: http://www.surestart.gov.uk/stepintolearning/setup/feinvolvement/partnership/ (Accessed 27th December 2008). Gilson, L (2003) Trust and the development of health care as a social institution. Social Science and Medicine, 56(7), pp. 1453-1468. Glasby, J and Peck, E (2004) Care Trusts: Partnership Working in Action. Oxford: Radcliffe Publishing. Glass, N (1999) Sure Start: the development of an early intervention programme for young children in the United Kingdom. Children and Society, 13(4), pp. 257-264. Glendinning, C (2002) Partnerships between health and social services: developing a framework for evaluation. Policy and Politics, 30(1), pp. 115-127. Glendinning, C, Powell, M A and Rummery, K (2002) Partnerships, New Labour and the Governance of Welfare. Bristol: The Policy Press. Ham, C (1997) Health Care Reform: Learning from International Experience. Plenary Session I: Reframing Health Care Policies. Available at: http://www.ha.org.hk/archives/hacon97/contents/26.pdf Hudson, B (1999) Joint commissioning across the primary health care–social care boundary: can it work? Health and Social Care in the Community, 7(5), pp. 358-366. Hudson, B (2002) Interprofessionality in health and social care: the Achilles heel of partnership? Journal of Interprofessional Care, 16(1), pp. 7-17. Leathard, A (1994) Going Inter-professional: Working Together for Health and Welfare. London: Routledge. Leathard, A (2003) Interprofessional Collaboration: From Policy to Practice in Health and Social Care. New York: Routledge. Lewis, J (2001) Older People and the Health–Social Care Boundary in the UK: Half a Century of Hidden Policy Conflict. Social Policy and Administration, 35(4), pp. 343-359. Lymbery, M (2006) Untied we stand? Partnership working in health and social care and the role of social work in services for older people. British Journal of Social Work, 36, pp. 1119-1134. Maddock, S and Morgan, G (1998) Barriers to transformation: Beyond bureaucracy and the market conditions for collaboration in health and social care. International Journal of Public Sector Management, 11(4), pp. 234-251. Martin, V (2002) Managing Projects in Health and Social Care. New York: Routledge. Myers, P, Barnes, J and Brodie, I (2003) Partnership Working in Sure Start Local Programmes Early findings from local programme evaluations. NESS Synthesis Report 1. Available at: http://www.ness.bbk.ac.uk/documents/synthesisReports/23.pdf Newman, J et al (2004) Public participation and collaborative governance. Journal of Social Policy and Society, 33, pp. 203-223. Peck, E, Towell, D and Gulliver, P (2001) The meanings of culture in health and social care: a case study of the combined Trust in Somerset . Journal of Interprofessional Care, 15(4), pp. 319-327. Rummery, K and Coleman, A (2003) Primary health and social care services in the UK: progress towards partnership? Social Science and Medicine, 56(8), pp. 1773-1782. Rutter, M (2006) Is Sure Start an Effective Preventive Intervention? Child and Adolescent Mental Health, 11(3), pp. 135-141. Stanley, N and Manthorpe, J (2004) The Age of Inquiry: Learning and Blaming in Health and Social Care. New York: Routledge. 1 Footnotes [1] Leathard, A (1994) Going Inter-professional: Working Together for Health and Welfare. London: Routledge, pp. 6-9 [2] Lymbery, M (2006) Untied we stand? Partnership working in health and social care and the role of social work in services for older people. British Journal of Social Work, 36, pp. 1128-1131. [3] Glasby, J and Peck, E (2004) Care Trusts: Partnership Working in Action. Oxford: Radcliffe Publishing, pp. 1-2 [4] Anning, A (2005) Investigating the impact of working in multi- agency service delivery setting in the Uk on early years practitioners beliefs and practices. Journal of Early Childhood Research, 3(1), pp.19-21 [5] Barnes, M, Newman, J and Sullivan, H (2004) Power, participation and political renewal; theoretical and empirical perspectives on public participation under new Labour. Social Politics, 11(2), pp. 267-270. [6] Clarke, J (2005) New Labours citizens: activated, empowered, responsibilized, abandoned? Critical Social Policy, 25, pp. 449-453 [7] Dowling, B, Powell, M, and Glendinning, C (2004) Conceptualising successful partnership. Health and Social Care in the Community, 12(4), pp. 309-312. [8] Hudson, B (2002) Interprofessionality in health and social care: the Achilles heel of partnership? Journal of Interprofessional Care, 16(1), pp. 10-14. [9] Rummery, K and Coleman, A (2003) Primary health and social care services in the UK: progress towards partnership? Social Science and Medicine, 56(8), pp. 1777-1780. [10] Glendinning, C (2002) Partnerships between health and social services: developing a framework for evaluation. Policy and Politics, 30(1), pp. 115-117. [11] Carr, S (2004) Has service user participation made a difference to social care services? London: Social Care institute for Excellence. Available at: http://www.scie.org.uk/publications/positionpapers/pp03.asp [12] Newman, J et al (2004) Public participation and collaborative governance. Journal of Social Policy and Society, 33, pp. 217-220. [13] Peck, E, Towell, D and Gulliver, P (2001) The meanings of culture in health and social care: a case study of the combined Trust in Somerset . Journal of Interprofessional Care, 15(4), pp. 323-325. [14] Balloch, S and Taylor, M (2001) Partnership Working: Policy and Practice. Bristol: The Policy Press, pp. 143-145. [15] Leathard, A (2003) Interprofessional Collaboration: From Policy to Practice in Health and Social Care. New York: Routledge, pp. 102-103 [16] Lewis, J (2001) Older People and the Health–Social Care Boundary in the UK: Half a Century of Hidden Policy Conflict. Social Policy and Administration, 35(4), pp. 343-344. [17] Ham, C (1997) Health Care Reform: Learning from International Experience. Plenary Session I: Reframing Health Care Policies. Available at: http://www.ha.org.hk/archives/hacon97/contents/26.pdf, p. 25 [18] Maddock, S and Morgan, G (1998) Barriers to transformation: Beyond bureaucracy and the market conditions for collaboration in health and social care. International Journal of Public Sector Management, 11(4), pp. 234-235. [19] Gilson, L (2003) Trust and the development of health care as a social institution. Social Science and Medicine, 56(7), pp. 1463-1466. [20] Glass, N (1999) Sure Start: the development of an early intervention programme for young children in the United Kingdom. Children and Society, 13(4), pp. 257-259. [21] DCSF (2008) Sure Start Partnership Work. SureStart Website. Available at: http://www.surestart.gov.uk/stepintolearning/setup/feinvolvement/partnership/ (Accessed 27th December 2008). [22] Myers, P, Barnes, J and Brodie, I (2003) Partnership Working in Sure Start Local Programmes Early findings from local programme evaluations. NESS Synthesis Report 1. Available at: http://www.ness.bbk.ac.uk/documents/synthesisReports/23.pdf [23] Rutter, M (2006) Is Sure Start an Effective Preventive Intervention? Child and Adolescent Mental Health, 11(3), pp. 137-140. [24] Belsky, J et al (2006) Effects of Sure Start local programmes on children and families: early findings from a quasi-experimental, cross sectional study. BMJ, 332, p. 1476. [25] Carpenter, J, Griffin, M and Brown, S (2005) The Impact of Sure Start on Social Services. Durham Centre for Applied Social Research. Available at: http://www.dcsf.gov.uk/research/data/uploadfiles/SSU2005FR015.pdf, pp. 44-48 [26] Glendinning, C, Powell, M A and Rummery, K (2002) Partnerships, New Labour and the Governance of Welfare. Bristol: The Policy Press, pp. 34-36 [27] Hudson, B (1999) Joint commissioning across the primary health care–social care boundary: can it work? Health and Social Care in the Community, 7(5), pp. 363-365. [28] Stanley, N and Manthorpe, J (2004) The Age of Inquiry: Learning and Blaming in Health and Social Care. New York: Routledge, pp. 1-5 [29] Martin, V (2002) Managing Projects in Health and Social Care. New York: Routledge, pp. 180-190

Creating a Successful Community Service Project :: Community Service Essays

Introduction Our class at State University has been tasked with creating and implementing a community-service project. A community-service project refers to a service that a person or group performs for the benefit of his or her local community. The team which I was part of decided to sponsor a Mother’s Day spaghetti dinner for the athletic department at a local Christian school. The funds would be used exclusively to build dug-outs for the girls softball team at a small private Christian school located in our town. The Christian school serves our community by providing a preschool program for children 3 and 4. It also conducts school for K-5 through 12th grade. Our team is made up of four people. The team began the decision making process by first exploring the parameters involved in a community project and the possibilities to work towards a worthy cause, while applying organizational behavior principles. The spaghetti dinner seemed perfect for our purpose of collecting money to build the girls softball team some dugouts. We wanted to engage in a community project that included certain characteristics such as an activity that would produce long-lasting benefits for the community. The team also wanted an uplifting and positive experience for all involved and a process that included a variety of challenges which would demonstrate our individual talents. As a team we all participated in the decision making for the entire project. Each participant showed leadership and demonstrated motivation to get the project underway and completed with a successful turnout.   Ã‚  Ã‚  Ã‚  Ã‚  Once the team came up with a general consensus for the project, the decision making was shared at all levels. Sometimes, the team had to rethink certain approaches quickly, for example by becoming more persistant and persuasive with merchants. As the dead line for the dinner approached we needed to take into consideration all factors surrounding the cause and try and get as much as possible from each merchant. In most cases, there was reluctance about donating something to a group that was not very well known and in other cases there was resistance in general to donating at all. Many merchants wouldn’t donate without first receiving a request in writing, so we created a letter designed to overcome this obsticle. We have included a copy of this letter at the end of this paper for your review. The team had multiple different personality types and traits that would allow us to pull on multiple strengths from different team members. Creating a Successful Community Service Project :: Community Service Essays Introduction Our class at State University has been tasked with creating and implementing a community-service project. A community-service project refers to a service that a person or group performs for the benefit of his or her local community. The team which I was part of decided to sponsor a Mother’s Day spaghetti dinner for the athletic department at a local Christian school. The funds would be used exclusively to build dug-outs for the girls softball team at a small private Christian school located in our town. The Christian school serves our community by providing a preschool program for children 3 and 4. It also conducts school for K-5 through 12th grade. Our team is made up of four people. The team began the decision making process by first exploring the parameters involved in a community project and the possibilities to work towards a worthy cause, while applying organizational behavior principles. The spaghetti dinner seemed perfect for our purpose of collecting money to build the girls softball team some dugouts. We wanted to engage in a community project that included certain characteristics such as an activity that would produce long-lasting benefits for the community. The team also wanted an uplifting and positive experience for all involved and a process that included a variety of challenges which would demonstrate our individual talents. As a team we all participated in the decision making for the entire project. Each participant showed leadership and demonstrated motivation to get the project underway and completed with a successful turnout.   Ã‚  Ã‚  Ã‚  Ã‚  Once the team came up with a general consensus for the project, the decision making was shared at all levels. Sometimes, the team had to rethink certain approaches quickly, for example by becoming more persistant and persuasive with merchants. As the dead line for the dinner approached we needed to take into consideration all factors surrounding the cause and try and get as much as possible from each merchant. In most cases, there was reluctance about donating something to a group that was not very well known and in other cases there was resistance in general to donating at all. Many merchants wouldn’t donate without first receiving a request in writing, so we created a letter designed to overcome this obsticle. We have included a copy of this letter at the end of this paper for your review. The team had multiple different personality types and traits that would allow us to pull on multiple strengths from different team members.

How does Harper Lee Manage to Draw Together the Stories of Boo Radley E

How does Harper Lee Manage to Draw Together the Stories of Boo Radley and Tom Robinson? Do you find her Way of doing this Effective? There is a strong literary motif running through Harper Lee's novel 'To Kill a Mockingbird'. The stories of Boo Radley and Tom Robinson are drawn together by the way they are both mockingbirds in their own way. Both men are on the outskirts of society and are misunderstood by the predominantly white population of Maycomb. In the first part of the novel, there is a very important quote used: "Shoot all the Bluejays you want if you can hit 'em, but remember it's a sin to kill a mockingbird." 'To Kill a Mockingbird' is a novel about a young girl named Jean Louise Finch or Scout growing up in a very prejudiced American town in the 1930's. Her life is fairly normal until her father, a lawyer named Atticus, is asked to defend a black man charged with the rape of a white girl, Mayella Ewell. Atticus knows there is no chance he can win because his defendant, Tom Robinson is black and therefore guilty but as Atticus said himself: "Just because we were licked a hundred years before we started is no reason for us not to try to win." The jury persecutes Tom Robinson in his trial. It would have been impossible for him to abuse Mayella because he cannot use his left arm. Mr Heck-Tate said that she had a black right eye, suggesting her attacker was left-handed. Her father, Bob Ewell, was, suggesting that he beat her up. Because Tom couldn't punch Mayella with his left fist, it couldn't have been him. Tom Robinson is an admirable character and very brave. He showed these qualities in the trial by speaking his mind and saying the truth, but this still was not enough to sway the ju... ...or example he leaves two dolls carved out of soap in the likeness of Jem and Scout. A lot of effort and thought would have gone into those dolls, just to please the children. He has done nothing but try to make the children happy but they are still unkind towards him. Harper Lee's way of making both Boo Radley and Tom Robinson mockingbirds is very effective. It gives the reader a parallel to compare each two. Both men are on the outskirts of society and are misunderstood by the predominantly white population of Maycomb. Harper Lee draws the two stories together to give out a very powerful message: you shouldn't judge people on the colour of their skin or their lifestyle. You never know exactly how that person's feeling until you climb inside their skin and walk around in it. This is summarised in a quote made by Atticus: "Were you ever a turtle huh?"