Psychological Benefits of Fashion Essay

Fashion has been identified as one of the prevailing entities that can be observed all throughout history. It is an indication of styles and customs that are widely practiced at a particular time. Nonetheless, the usage of such term is always associated with clothing. However, in a greater sense, the concept of fashion encompasses more than clothing— it is something that pertains to a much bigger picture. The interest if humans in fashion are not just of recent origin. To prove such point, since the pre-historic many people have adorned their skins with colored clays and even tattoos, while clothing has been considered as one of the most absorbing yet was also treated as an important issue in life as it represents many things about life as a whole. However, while fashion from the past was regarded as an aspect only reserved for the wealthy populace, the influence of such entity can now be felt everywhere, anytime at this moment. Today, from the poorest to the richest, from the inhabitants of the most metropolitan areas to the inhabitants of the most rural places, many individuals indulge in extravagant fashion. From here, one can simply ask what is it with fashion that motivates people to recognize it as a powerful entity? While physically fashion posit lots of benefits for individuals following the latest trend, limited studies were centered in understanding the benefits that fashion can offer for those who follow it. In this respect, this paper sought to answer the question: What are the psychological benefits of fashion for individuals following the trend? What is fashion? In order to give depth to the subject being taken, it is therefore an imperative to discuss what fashion is. One researcher pointed out that fashion is â€Å"a series of recurring changes in the choices of a group of people, which though they may be accompanied by utility, are not determined by it†¦ Fashion is marked by rhythmic and innovation, by alternate uniformity and change, but neither of these phases obeys the principle of utility† (Ross, n. p. qtd. in Hurlock, 4). From the given perspective, it can then be assumed that fashion is a response to the ongoing cycle of change. Although it can not be widely utilized, fashion for many is a solution for the conventionality of life. Therefore, there is a greater element of luxury and lesser element of usability. Because of this, fashion has become an integral part of the social environment. Today, fashion affects almost all aspects in life. Fashion can now be seen in architecture, manner, automobiles, home furnishings, personal adornments, music, games and the likes. As the society tends to become an organized group that perceives fashion as something more, it is therefore possible that the chances of fashion to hold on for long is high, because fashions are transferable from one individual to another within the groups they belong because of the sense of imitation (Hurlock). So what is it that motivates individuals to follow such trend? The answer is simple; it benefits their psychological well- being other than the physical usefulness of such entity. Psychological benefits of fashion Sense of acceptance and belongingness Both ridicule and scorn are the sanctions that force people to embrace fashion, and in such case the dissenter is said to be powerless in such manner. When one refuses fashion that has been widely accepted by many, the dissenter is more likely to hurt himself, but rarely hurts fashion itself. Public opinion is a powerful entity which can persuade a person to accept fashion (Hurlock). Today, however, fashion is now more of a pavement that leads an individual to gain entry to a particular group. For instance, a group wears a certain memorabilia so as to indicate their allegiances to education. People follow fashion, most especially in the context of wearing clothes, in accordance to their age cohorts, ethnic backgrounds, social class and professional affiliations. It is noteworthy that every individual has the innate desire to belong to a system or an established group, thus recognizing fashion is one way of signaling membership within a relevant in-group (Baumeister and Leary, 1995 qtd. in Saad, 2007). There are numerous practices that are done in order to solidify the behavior of an in-group, one of which is their consumption choices that re-affirm the membership of individuals. The fashion industry is often seen as a group exercise of conformity and identification. In short, the innate need to belong is sufficed by the fashion industry. As an industry that is followed by millions of individuals; consumers are therefore repeatedly engaging in behaviors that ensure that they indeed belong to the â€Å"fashionable group. † Thus, fashion in itself has usurped the innate needs of humans to belong. Specifically, the overt signals of belongingness are labile in nature such as in order to become fashionable and to gain entry to a fashionable group an individual must continuously buy the continuously changing fashion, accessories and adornments. While some claim that fashion trends are mere representations of the pretentious life of wealth and are only made available to the privileged classes (Locke and De Chamfort qtd. in Saad), the popular fashion trends of today are now made available to the masses, thereby allowing consumers that originate from any social classes can now feel the cues of belongingness, most especially within the reference group through the fashion trends that they have come to adopt (Saad). The innovations provided by fashion, such as new clothing and the sole benefit of the adopter to such particular innovation, specifically that of belongingness and acceptance is just one of the many instantiated psychological benefits of fashion. Establishment of Identity Psychologically, identity is said to have two important dimensions, the personal and the social. However, both dimensions of identity are related in the psychological concept of â€Å"self,† â€Å"self-identity,† and â€Å"self concept. † Yet each of the said terms more often than not given complex and at time inconsistent meanings which makes it hard for identity to be defined. Therefore, the safest way to define identity is that it is the subjective concept or representation that an individual holds of who she or he really is (Vignoles, Regalia, Manzi, Golledge and Scabini, 2006 qtd. in Dittmar and Halliwell). The said definition highlights two important aspects. First is that identity is in the position of a person’s subjective psychological experience instead of referring to it as an objective essence. Second is that, identity is inclusive, which often involves individual, relational and group level representation of the self (Sedikides and Brewer, 2001 qtd. in Dittmar and Halliwell). This also implies that identity is multi-faceted in nature, and that it is made up of various self- representations that vary from each other which instead of making a unitary structure integrates varying aspects of the self (Donahue, Robins, Roberts and John, 1993, 834 qtd. in Dittmar and Halliwell). Generally, the given definition means that every individual has multiple identities. Such perspective has been consistent from research findings, as people who are often asked â€Å"who are you ? † listed differing qualities and material objects that satisfy their needs (Gordon, 1968 qtd. in Dittmar and Halliwell). From William James’s â€Å"Principle of psychology,† he identified that one of the many representations of the identity is the â€Å"material self. † He noted that an individual’s identity, aside from the body’s physical boundaries also includes material goods (James, 1890 qtd. in Dittmar and Halliwell). In addition to personal identity, another domain that is manifested within its context is that of body image, which connote one’s thoughts and feelings about his or her physical body (Dittmar, 2005c qtd. in Dittmar and Halliwell). Traditionally, body image is not considered as a domain of identity. However, as body image constitutes a subjective concept, wherein a person sees this as the self-representation of their bodies to other, therefore it makes a lot of sense to hold such concept as a part of identity (Dittmar,Phillips and Halliwell, 2007; Halliwell and Dittmar, 2006 qtd. in Dittmar and Halliwell). So, how are these this related to fashion? For the most of its followers, fashion may it be in the aspect of music, arts and the likes, is the gateway for them to develop and maintain their identities. Fashion, in most part, plays a significant role in the lives of many because it makes them view themselves in a different light; helping them define who they really are and how they really feel. By simply purchasing the things that they want and are in style, their specific needs are already met and they already feel secure about themselves, because they know that they look good in the eyes of others (Zborowski). In short, fashion is in touch with the identity domain of the â€Å"material self† and â€Å"body image,† as it satisfies the needs of material goods and the attention that one gives in his or her body as a whole. Fashion does not only create identity, but also changes it. One person can go from â€Å"hip-hop† to â€Å"goth. † Not at all times fashion have the same effect on everyone. For some, they are satisfied with their clothing’s comfort and versatility. They may not feel the pull that they have to follow the latest trends, but the fact still remains that they already established a social identity by allowing themselves to recognize that fashion is an on-going cycle. Take for example in clothing, whether an individual follows a trend or not, the effect of stating one’s own fashion through such medium can already serve as a code for people to believe that an individual is who he or she is by the clothes that he or she wears; the person may inculcate a political statement or just become one of the crowd. The multi-functionality of fashion as well as the contradiction it presents can be used as a means of impressing, rebellion or either to fit or stand-out of the crowd. As fashion is a personal choice, it gives its followers the liberty to decide on the how they can present themselves to the world (Zborowski). According to author Evelyn Brannon â€Å"fashion is both public—the impression we make on others—and private the way we explore our own personality and tastes† (Brannon, n. p. qtd. in Zborowski, 30). People are apt to think that as fashion meets the desire of an individual to differentiate oneself from the group, and at the same time to conform to the social norms, buying new styles are efficient means of establishing individuality. Soon enough, the styles they opt to use will be recognized by everyone else that, the same clothes and accessories they wear will eventually be paraded by other people. As such, in order to deviate people to like just like everyone else, most fashion designers recognizes the minute a trend is already plunging into the conventional level. So, they would release new styles because they understand that every individual’s need to express themselves. The cycle would then eventually flow once again: people will purchase unique and fashionable items in order to re-establish their identities (Zborowski). Sense of Positive Well-Being Historically, psychology has been pretty much concerned with the indicators of a person’s ill-health and unhappiness. Recently, the focus of psychology is on the explicit factor that promotes a person’s well-being, which is known as â€Å"positive psychology† (Csikzentmihayali and Csikzentmihayali, 2006 qtd. in Dittmar and Halliwell). It has been noted that one of the most important aspects of a person’s well-being is his or her experience of happiness, which is truly subjective in nature. Apparently, the good and bad events in one’s life affect an individual’s happiness temporarily. However, it should also be understood that people can and do adjust with this happiness. For example, one study found out that lottery winners and victims of accidents that both ended in wheelchairs after their initial reaction to their good and bad experiences, have returned to their levels of happiness prior to experiencing such events (Brickman, Coates and Hanoof-Bulman, 1978 qtd. in Dittmar and Halliwelll). However, happiness is something that cannot be easily measured; as such recent studies have focused more on the construct of a person’s subjective well-being (Diener, Suh, Lucas and Smith, 1999 qtd. in Dittmar and Halliwell). Such construct may include over-all cognitive evaluation of one’s life, sense of satisfaction, the â€Å"frequent experience of positive emotion and the absence of negative emotions. † From the said perspective, it can be said that self-evaluation, like dissatisfaction about life or body, the measure of positive experiences, such as high self-esteem and body-esteem, and the measure of negative experiences like depression and anxiety, can be clear indicators of positive and negative well-being. Additionally, in relation to an individual’s material and bodily well being, behaviors such as disorder eating patterns and compulsive buying of goods are also detrimental for the psychological and physical health of a person in order to identify whether their well-being is healthy or not (Dittmar and Halliwell). How does fashion fit in the big picture? As stated from the given perspective, some of the indicators of a person’s positive well-being are high self-esteem and satisfaction. Partaking in a shopping spree in order to buy and select the latest fashion is an exhilarating experience that promotes self transformation may it be in the physical and mental sense. Although, fashion is temporary at times, in the long-run it boosts an individual’s self-esteem, and provides them the confidence that perhaps they may have lost in some events in their life, allowing them to feel that they are special and unique (Zborowski). To prove such point, a shirt is just a shirt—until a designer logo is placed on it, and knowing the caliber of such things, its price is far higher compared to other goods. So, why do people pay for such large amounts just for the privilege of wearing it? For many the reason is within two perspectives. First, designer labels allow individuals to have a sense of self-worth by just the association of it. Personally, once individuals purchase fashionable stuffs with designer labels, the wearer’s self-esteem is temporarily boost because they somehow made a connection with well-known and expensive names that not all can experience. Although mass-produced, that fact that the purchase is not the same as others makes the buyers feel that they are special and unique. Likewise, designer labels also serve as the symbolical representation of who the person is and who he or she hopes to be. Parallel to this, the self-worth of an individual is further elevated by the society or maybe their peers that are brand conscious, making them happy temporarily as they feel that they already fit in the circle and they are already at ease in the situation wherein in a regular basis they often feel out of place (Zborowski). In addition to this, fashion followers tends to make connection with other individuals who have common outlook in life thereby reinforcing bonds that in a regular setting does not usually takes place. For instance, a mere inquiry about a certain design of a current home decor can catapult an individual to share what he or she knows about the said product. For the person who shared the idea there is a sense of fulfillment because within himself or herself, he or she knew that he or she already shared something significant to the individual, and this is something that is priceless. On the other hand, the person who inquired about the product can approve of such outlook, as he or she may perceived the same thing and it is quite a confirmation of what she or he feels. Meanwhile, fashion can also be a form of relaxation and an escape from the monotony of life. For one, shopping for fashion is not an easy task, but for many it is something that lifts their spirit as it is an indication that the person is in control of his or her personal environment. As stated, there are no laws that make an individual accept fashion. â€Å"No fashion is imposed upon an individual by force† (Hurlock, 8). Both the acceptance and rejection of fashion is in accordance to individual discretion. As such, person is free to make decision as to what actions he or she will take. Fashion is an invaluable tool that allows a person to move to through the world, may it be in the social or business setting. It serves as a communication where in an individual can freely move on top of things; persuading an individual to accept such freedom. More than anything else, freedom is something that allows an individual to gave a positive outlook about himself or herself, because there is no one to condemn his or her actions, and such perspective can be seen in fashion. As stated earlier, a high-self esteem and satisfaction are some of the key factors of attaining positive well-being, and this is provided by fashion through freedom of choice and the affirmation of an individual’s character and spirit. In other words, following fashion have become an imperative means of acquiring, attempting and establishing one’s well-being as it signifies the liberty to choose and symbolizes the ideals of happiness and a break away from the conventional. The association of individuals with the products that they feel are fashionable connotes that they are utterly re-evaluating themselves in order to know what type of particular trend or style they feel happy about. Moreover, a person’s inclination with fashion is one vehicle for them to escape depression, stress and anxiety because they know within themselves that on their life there is one thing that truly decreases their ill feelings, which is fashion. Conclusion From the given perspectives, it is safe to say that fashion is truly something that is inescapable. Since time immemorial people have been engaged in such aspect and over time it has developed into something that is far more reaching. It is a sign of change, as it is an on going cycle that allows a person the opportunity of following the trends or not. While many people claim that fashion is an indication of higher standards of living, current conditions today makes fashion available to everyone else most especially to the masses, making it more recognizable and diverse. For the followers of fashion, such word encompasses not only being fashionable; it is also a host of myriads of psychological benefits that makes it worth engaging to. Fashion is perceived as an avenue for individuals to feel a sense of belongingness and acceptance. It serves as the rights of passage for people to become comfortable and inclined with groups that share their same interests. Fashion is able to provide the innate needs of humans to be accepted and to belong through its continuous change of concept and availability to the public. It allows an individual to make allegiances with people they knew would understand them. One of the greatest benefits posted by fashion is its capability to establish and change and individual’s identity. Because it satisfies both the domains of material self and body image, a person is able to freely express himself through the fashion trend that he wears and practice. It creates a sense of individuality and promotes proper self-representation because in many ways fashion expresses the inner self of an individual. Establishment of a positive well-being is also another benefit that can be derived from following fashion. With the freedom it gives individuals in order to choose what they believe is fit for their personality, fashion promotes high-self esteem and satisfaction which spells an individual’s positive outlook in life and happiness. Although it is limited at one point or another, the happiness provided by fashion is just enough for individuals to see themselves in the light of who they wanted to become. Likewise, the ability to take control of themselves and their environment through fashion is something that inimitable as it provides them ground to realize the many good things that life has to offer. Generally, fashion is a clear manifestation of how trends, styles and changes, and in a greater sense the power of individuals to develop the sense of belongingness and acceptance, establishment of identity, and a sense of positive well being that greatly benefit their psychological well-being. Works cited Dittmar, Helga and Halliwell, Emma. Consumer culture, identity and well-being: The search for the â€Å"good life† and body perfect. New York, NY: Routledge, 2008. Hulock, Elizabeth. The psychology of dress: An analysis of fashion and its motive. Manchester, NH: Ayer Publishing: 1976 Saad, Gad. The evolutionary bases of consumption. New York, NY: Routledge: 2007 Zborowski, Megan. â€Å"The fashionable brain: Dissecting why fashion gas such a grip on the minds of the masses. † Colored Stone Magazine, vol. 17, No. 6 November/ December 2004

Outline for Thesis Architecture

Your aim must, (1) state the subject of your research, (2) contain the question or research inquiry that you wish to answer and (3) your rationale for conducting the research. Sample: The purpose of the study was to identify and understand the need for addressing human aspects of architecture; how students physically, psychologically and socially behave towards their environment such as the library. From the investigation, it is expected to raise awareness amongst students, public and even professionals regarding the significance and implication of environmental psychology particularly proteomics on these spaces. This investigation was done by, first, exploring the knowledge on implication of human behavior on built environment and Malaysian culture associating with the way they socialize and interact.Consequently, observing and understanding how spatial behavioral spacing between individuals within the major spaces may occur. Aim and objectives of research Instruction: State one aim and 2-3 objectives. Your aim must, (1) state the subject of your research, (2) contain the question or research inquiry that you wish to answer and (3) your rationale for conducting the research. The aim of the study is to investigate how far E-B is understood by students through conducting a survey among architecture and design-based students. From the survey, it would be possible to gauge the level of awareness among the students on the significance of human environments and importance in the process of design.In line with the aim, the objectives of the study are listed below: To establish the level of awareness mongo design-based students on E-B and how far this aspect is considered in their design projects To find out how much they understand the fundamental concept of person-space relationship To determine the students' perceptions on spaces of one important facility, I. E. The faculty libraryHistory of Shopping Malls in Malaysia Text Retails and Architecture Elements of Store Design Visual Color Figure [ 1 ]: Percentage of students going to the library with respective purposes Figure 2: Interior of the library showing the area of sofas Text fiddling text [keep this chapter to about 8-11 pages. It is longer if you choose to include the description of your case study here] You need to present observations and comments that are critical. Consider summarizing your findings in matrices / table form. Table [ 1 ]: Summary, Discussion and Analysis of Mosque Envelope Design Elements Comparison of the two mosques I Discussion and Analysis I Steel Mosque I Putter Mosque I Site Locations I both mosques are surrounded by water element (lake).Water features are also introduced within the boundary of the mosque in the form of pond and waterfall as meaner to further enhance passive cooling. I Tartan Pituitary along the Pituitary Boulevard and sits right next to the Pituitary Man-Made Lake. The lake acts as a passive cooling device through evaporative cooling. I Persian Operand at the end of Pituitary Boulevard and sits right next to the Pituitary Man- Made Lake. The lake acts as a passive cooling device through evaporative cooling. I I Openings On Wall Envelope I These mosques present alternative degree of enclosure. One opts for openness and borderless I Wall envelope is totally open with no specific enclosure that promotes natural ventilation and lighting†¦..Openings are in the form of glass sliding doors and are partly consist of square modules of fixed glass with the rest of the balance surface are totally open for the purpose of harvesting natural ventilation and lighting I I Treatment On Wall Envelope I both mosques seem I Wall envelope panels are applied with woven metallic fabric which is called the Muscularity and on I Wall envelope panels treated with traditionally crafted square module timber that are Joined together to create a screen called Muscularity†¦.. I I Building Materials Use On Wall Envelope I Uses crystallized glas s material to encase the steel columns that are exposed directly to the sun radiation.This material maintain its cool temperature although expose to heat due to its heat absorbing properties I Uses rose-tinted granite as the main material for the exterior of the wall envelope that is exposed directly to the sun radiation. This material has a very low heat capacity that helps reduce heat gain I Roof Envelope I Both mosques aim to optimize the stack effect concept by having a sigh volume of space and roof openings I High roof with arc shaped openings on dome to achieve stack effect

Global Expansion Plan

LETTER OF TRANSMITTAL 22 November 2012 Datuk Steven Sim Chief executive officer and managing director Secret Recipe Cakes and Cafe Sdn Bhd Malaysia Dear Sir, FINAL REPORT SUBMISSION – EXPANSION PLAN TO VIETNAM MARKET Please find attached the reported requested by the Board. This report reveals an insight into the Vietnamese market and explains why this is a potential one to invest in. We hope that the information provided is useful in the decision-making with regard to further development of Secret Recipe in the future.If you need any farther clarification on the report, please do not hesitate to contact me, the team leader, at an email address: [email  protected] nottingham. edu. my Yours sincerely, Nguyen Huynh Bao Ngoc On behalf of the Global Strategy Team Table of Contents 1. Executive summary3 2. Introduction4 3. Methodology5 4. Findings and Discussion6 4. 1. Motives of internationalization6 4. 2. Justification of entering into Vietnam6 5. Conclusion13 6. Recommendation s:14 6. 1. Most appropriate strategy14 6. 2. Entry mode14 6. 3.Appropriate organization structure15 7. References16 1. Executive summary This report critically examines the possibility of Vietnam to be the next stop in Secret Recipe’s global expansion plan. Initially, the report highlights the current great achievements that Secret Recipe has been attaining from its very first internationalized activity. Employing the proper strategy and being favored by consumers all guarantee an auspicious future for the chain. Taking all of these merits, the company consecutively looks for new marketplaces with new resources.Simultaneously, findings have shown that Vietnam is an appealing market because of its potentials in a fast-growing economy and long-term profitability, as well as rich resources. Then, the country risk analysis and the country market and industry opportunities analysis were introduced to evaluate Vietnam’s benefits and drawbacks. The result is that there are ro oms for both of them. Therefore, so as to be successful, recommendations on appropriate entry mode, strategy and organization structure are specified.To be more detailed, the most suitable entry mode is master franchising via a joint venture because it brings about the positively high certainty in operating. As for strategy, it is an international one to ensure consistency in the menu and concept by taking control over the core competencies and leaving other decisions to foreign subsidiaries. Besides, the Worldwide Area Structure is vital in terms of managing the company’s global expansion as it enables local responsiveness and decentralized authority, which both matter for future growth.Finally, the main conclusion is that Vietnam is the right solution for the Board’s decision to expand overseas. Nonetheless, the management should cautiously take into account the recommendations so that Secret Recipe can win. 2. Introduction Secret Recipe has gained its popularity not only in Malaysia but also across the region. The great succeed stemmed from the ambience brought to customers and the high-quality food served at reasonable prices. The number of foreign outlets is now exceeding 40 and is expecting to increase.According to Welch and Luostarinen (1988), internationalization can be described as a process by which the level of involvement in overseas activities of a firm rises. Indeed, adding the number of overseas outlets up to 100 was part of the ambitious global expansion plan. Recently, the company has spent RM60 million to invest in 2 more new markets which are India and Cambodia (TheSundaily. com, 2011). Evangelista (1994) argues that the readiness to fund international activities proves that firms desires to move further.In the past 3 years, the company has witnessed an annual growth rate of 30% (Articlebase. com, 2011). Taking advantage of both the reputation and the growth pace, it is the right time to put one step further and seize the oppor tunities available in a new market to grow even larger. The Global Strategy Team, after doing research on several potential markets within the Asian area, strongly recommends Vietnam. In this report, the motives of internationalization of Secret Recipe will be disclosed, as well as the motives of choosing Vietnam as a new international market will also be revealed.And as for a smooth penetrating process, recommendations relating to the strategy to be implemented, to the entry mode to be executed, and to the organization structure to be formed will be offered. 3. Methodology The information and data given were collected from many government and organization websites, namely Datamonitor, Trading Economics, General Statistics Office of Vietnam, etc. Besides, a proportion of them were also taken from reliable online newspapers such as TheSundaily. com.In addition, knowledge from International Business books and journals was also introduced to help provide a better understanding. Neverth eless, due to the unavailability of official information about Secret Recipe performance, the analysis had to rely entirely on online newspapers and the CEO’s reported interviews. In addition, the focus of the report is mostly on the food sector, not the franchising one. It is due to the well-structured characteristic of the franchising that it promotes a simple way to interpret and analyze.By contrast, food is a subjective topic as it relates to personal opinion, thus there are limits on suggestions. 4. Findings and Discussion 4. 1. Motives of internationalization Secret Recipe is now among the fastest-growing restaurant chains both domestically and regionally. For the last 5 years, the growth rate has been an amazing double-digit figure (TheSundaily, 2011), accompanied by a rapid increase in the number of outlets. Currently, its outlets present in 8 Asian countries including China, Australia and Pakistan.In any market, there is always a positive reaction from the consumers. A proven fact is that Secret Recipe has been awarded with many titles such as â€Å"Best Cheesecake award†, â€Å"Malaysia’s best local restaurant chain†, â€Å"Indonesian's Best Restaurant Award†, â€Å"Singapore's Excellent Food Award†, â€Å"Best Restaurant Award – Philippines Talter†, etc. This is to say, Secret Recipe, after securing its stance in Malaysia, is continuously gaining customer awareness and fame throughout the region. As a result, Secret Recipe’s movement could be best explained using Eclectic paradigm (Dunning, 1980, 1981).Among the 3 advantage factors recognized by the Eclectic paradigm, the Ownership advantage appears to be most relevant to the context of Secret Recipe. As stated above, the company now possesses a valuable intangible asset which is good brand awareness. Besides, stated in the theory, one of the reasons behind the internationalization of a multinational firm is market seeking investment. In this particular case, Secret Recipe is to exploit new market (i. e. Vietnam) because of its prospects of market size and market growth (Dunning and Lundan, 2008) 4. 2. Justification of entering into Vietnam Vietnam risk analysis:Political risks Vietnam is famous for its political stability. This diminishes the insecurity and uncertainty of foreign investors deciding to invest in Vietnam. According to Worldwide Governance Indicators (2011), the Vietnamese political environment remains almost steady in the past 15 years. Figure 1 Source: Worldwide Governance Indicators (2011) Note: Percentile ranks indicate the percentage of countries worldwide that rank lower than the indicated country, so that higher values indicate better governance scores. The line graphs include margins of error shown as dashed lines, corresponding to 90% confidence intervals.Competitive risks Corruption level in Vietnam is reported to be one of the highest in the world. According to Transparency International, 2011’s score was 2. 9, which increased 0. 2 points compared to the year before. Indeed, in comparison to other countries in Southeast Asia such as Malaysia and Thailand, Vietnam’s freedom from corruption index remains low (refer to figure 2). However, the formation of the Vietnam Anti-Corruption Initiative Program 2011 (VACI) supported by World Bank somehow saves the situation. Figure 2. Vietnam’s freedom from Corruption in comparison with Malaysia, Thailand and the World AverageSource: Heritage (2012) Operational risks Suppliers play an important role in deciding the quality. In any market, suppliers are abundant but not all of them can provide what Secret Recipe desires for a good menu. Therefore, an insightful search should be carried out before entering the market. Economic risks The inflation rate of Vietnam fluctuates wildly (refer to figure 3). This issue somehow imposes a concern, as the less wealthy class will be more conscious with eat-out whenever the rate is high, which eventually will negatively impact the foodservice sales. Figure 3 Source: TradingEconomis. om | General Statistics Office of Vietnam Vietnam market and industry opportunities: Market: In the World Bank’s 2011 Annual Report, Vietnam is perceived to reach a middle-income level country soon enough. The Vietnamese foodservice industry grew at a CAGR of 6% from 2005 to 2009. It is estimated that the growth rate would be at a CAGR of 4. 5% from 2010 to 2014 (Datamonitor, 2011). In recent years, the country has also witnessed a steady urbanization, with a rate of 3. 1% in 2010 (ReportLinker, 2012) accompanied by a sharp rise in population, implying an increasing demand for food.The rationale behind this is that as people move to big cities to work, they will have little time to prepare their own meals. Thus, eating out becomes an optimal choice. Also, according to that report by ReportLinker, there has been a surge in the number of households in Vietnamese econo my. Two types of households that contribute the most the industry are single member households and working couples as it fits into their fast-paced lifestyle. Furthermore, Vietnamese population is huge (87. 84 million in 2011) and young. Specifically, in 2010, the group 15-29 (i. e. argeting customer of Secret Recipe) appeared to be significantly larger than others. It is predicted that the group will be expanding in the next ten years, indicating a long-term growth for Secret Recipe in Vietnam food industry. Figure 4. Vietnam population by age and sex in 2010 Figure 5. Vietnam population by age and sex in 2020 Resources: Labor: Secret Recipe can be beneficial from a low-cost and huge workforce. According to General Statistics Office of Vietnam, 57. 2% of Vietnam’s population participated to labor market and 32. 5% of them had undergone or completed a vocational/professional training.It somehow guarantees skilled labor force availability. Raw materials: Basic ingredients are available here in Vietnam. However, only qualified suppliers worth the contracts otherwise they may ruin Secret Recipe’s image. Nonetheless, some of the flavors can be costly as they are imported goods with high prices. An approach to this problem could be buying in bulk and storing them for further process. Location: A number of shopping malls and superior residential areas are being built as a developing plan (Food services in Vietnam, Market Analysis, 2012). Therefore, Secret Recipe can easily reach to its customers.Apparently, however, rental price should be considered consciously. Competition: Porter’s Five Forces model, which consists of five elements, is used to give an overall picture of the food industry in Vietnam. Intensity of rivalry: Medium Currently, in terms of cheese cake, which is a core product of Secret Recipe, there are no direct competitors as none of the existing players emphasize their menu on that. Nonetheless, as for other Vietnamese dishes tha t will be developed later on, Secret Recipe should be aware that they have been being offered by domestic independents for years (Food Service profile, 2012).Their primary advantage is the understanding of the market, customers and their taste, which will take times for Secret Recipe to gain. Threats of new entrants: Medium to High Setting up a food business generally does not require high capital in comparison to other businesses. However, the procedure to ask for permission to do business in Vietnam needs good relationship with the authorities. Undoubtedly, food is a recession-free industry; hence business entities can earn profit eventually setting foot into this industry. Bargaining power of suppliers: LowAs mentioned, in order not to ruin Secret Recipe’s name, only reliable and qualified suppliers selected. Therefore, once the contract is signed between the two parties, it will be a long-term one and thus the switching cost would be relatively high, causing the suppliers ’ bargaining power to be low. Bargaining power of customers: High Vietnamese food consumers are offered with many choices. Currently, there are several cake brands operating in Vietnam such as Paris Baguette, Chewy Junior (Singapore brand), Tour le Jour (Korean brand).Besides, street vendors’ food is plentiful with many different taste and prices to choose from. Consequently, together with a favor in low switching cost, customers can easily go to another restaurant if they want to. Threats of substitutes: High Cakes are not that essential in a person’s daily life. Moreover, food in general in Vietnam is diversified and can be found on any street with a relatively reasonable price, mostly serve local cuisines to their largely native customers especially in big cities like Ho Chi Minh City.Thus, when it comes to hunger, people can choose from a wide range of them. 5. Conclusion To put it in a nutshell, the motives of internationalization of Secret Recipe can be be st enlightened applying Eclectic paradigm, particularly the Ownership advantage. At the moment, the company’s strategy is trying to spread its brand name beyond borders by constantly looking for new international markets and by bravely spending budget on them. Accordingly, one with great potentials would be worth the investment.All the findings and data have proved that Vietnam comes in the first place in the list of promising marketplaces due to its strongly growing economy, low-cost labor, and dynamic food market. Although entering into the country poses obstacles (e. g. intense competition, good authorities relationship) and economic threats (e. g. unstable inflation rate, high corruption rate), choosing the right strategy, the right means of going into it and building a suitable organization structure would foster an effective and efficient managing job. 6. Recommendations: 1. 2. 3. 4. 5. 6. 7. 1.Most appropriate strategy The most suitable strategy to be executed when ent ering Vietnam market is international strategy. There are two reasons for this choice. Firstly, the Secret Recipe’s menu on cheese cakes was originally developed by Malaysian chefs. People come to the restaurant mostly to enjoy the unique fine taste and the ambience there. Therefore, the R;D function should be in the home country so that the uniqueness making the brand name will always be the same. This happens to be parallel with the top management’s viewpoint in which the menu stays unchanged in any market.Secondly, the pressure for local responsiveness is low, not zero. Also, the most crucial characteristic of any organization is the willingness to develop products for foreign markets (Rosson and Ford, 1982). In fact, the success of Secret Recipe in foreign markets has its root in the willingness to include the popular dishes of the local food culture. Furthermore, Vietnamese consumers favor their traditional dishes such as Pho, spring rolls, etc. Thus, being able t o fruitfully offer them in the menu will certainly be an advantage. 1. 2. 3. 4. 5. 6. 7. 1. 7. 2. Entry modeOviatt and McDougall (1994) advise that firms should use †alternative governance structures†, such as franchising, licensing. And together with the analyses about Vietnam risks and industry opportunities, the recommended entry mode for Secret Recipe is establishing a master franchise via a joint venture. The reasons are as follows. First of all, Secret Recipe is in the food industry where the best mean of doing business is franchising. Indeed, the company has achieved its regional prospect thanks to properly implementing that form. In other words, the management is experienced.Moreover, the franchising is now widely perceived and accepted by Vietnamese business entities and the government, making the process easier and less costly. Secondly, Secret Recipe is still on the progress of opening a foreign market, thus what matters the most to the management would be the development costs and risks. As a result, setting up a master franchise will somehow save the management from many problems as it is now the master franchisee’s job to select and train franchisees, select locations, etc. Also, the costs and risks will be shared with the local partner in a joint venture.Thirdly, there is always a need to reduce control challenges and to protect the brand name, as well as to benefit from a local partners’ knowledge of the host country’s competitive conditions, culture, language, political and business systems whenever expanding internationally. In this sense, a joint venture appears to be essential and practical. Besides, due to the complexity of Vietnamese market, a Vietnamese partner would be helpful in negotiating with the authorities, finding suppliers, recruiting personnel, etc. 7. 3. Appropriate organization structureIn terms of global expansion management, the recommendation structure goes to Worldwide Area Structure. The reason is that for farther development, Secret Recipe will obviously expand to other markets in different countries and territories around the world. Sooner or later, the management will have to deal with problems arising from dissimilarities in customers taste, operational issues, etc. Consequently, to save costs and efforts, it is necessary to have a decentralized bureaucracy, which can be built under a Worldwide Area structure.Plus, the structure facilitates local responsiveness, which is relatively crucial to a restaurant chain like Secret Recipe. On the other hand, the structure bears the threat of fragmentation of the organization. Hence, it needs close monitor and periodical review. [Words count: 2,254] 7. References A recipe for success (2011) [Online]. Available at http://top10malaysia. com/home/index. php/trail-blazing-companies/secret-recipe [Accessed 19th October 2012] B. M. Oviatt, P. P. McDougall (1994). ‘Toward a theory of international new ventures’.Jour nal of International Business Studies, 25 (1994), pp. 45–64 Corruption in Vietnam is serious, blatant, rampant (September 2012) [Online]. Available at http://tuoitrenews. vn/cmlink/tuoitrenews/politics/corruption-in-vietnam-is-serious-blatant-rampant-1. 85998 [Accessed 12th November 2012] Dunning, H. J. , ; Lundan, M. S. (2008). Multinational Enterprises and The Global Economy. (2nd Edition). UK: Edward Elgar Publishing Foodservice in Vietnam to 2014 (July 2011) [Online]. Available at http://www. marketresearch. com/Datamonitor-v72/Foodservice-Vietnam-6446347/ Accessed 28th October 2012] F. U. Evangelista (1994). Export performance and its determinants: some empirical evidence from Australian manufacturing firms ,in: S. T. Cavusgil, C. T. Axmin (Eds. ), Advances in international marketing, vol. 6JAI Press, Greenwich, CT (1994), pp. 207–229 General Statistics office of Viet Nam [Online]. Available at http://www. gso. gov. vn/default_en. aspx? tabid=515;idmid=5;ItemID=10 6550 [Accessed 5th November 2012] Hill, C. W. L. (2012), International Business: Competing in the Global Marketplace, (9th ed. McGraw Hill, p434-439. L. S. Welch, R. K. Luostarinen (1988). ‘Internationalization: evolution of a concept’. Journal of General Management, 14 (2) (1988), pp. 34–55 P. J. Rosson, L. D. Ford (1982). ‘Manufacturer–overseas distributor relations and export performance’. Journal of International Business Studies, Fall (1982), pp. 57–72 Secret Recipe to invest RM60m on expansion (December 2011) [Online]. Available at http://www. thesundaily. my/news/243733 [Accessed 21st October 2012] Secret Recipe in Malaysia (July 2011) [Online]. Available at http://www. articlesbase. om/customer-service-articles/secret-recipe-in-malaysia-5066674. html [Accessed 22nd October 2012] Secret Recipe plans more foreign outlets (January 2008) [Online]. Available at http://biz. thestar. com. my/news/story. asp? file=%2F2008%2F1%2F24%2Fbus iness%2F20105989;sec=business [Accessed 22nd October 2012] Vietnam Anti-Corruption Initiative Program 2011 Awarded 34 Proposals to Minimize Corruption http://web. worldbank. org/WBSITE/EXTERNAL/COUNTRIES/EASTASIAPACIFICEXT/VIETNAMEXTN/0,,contentMDK:22793085~pagePK:1497618~piPK:217854~theSitePK:387565,00. tml [Accessed 12th November 2012] Vietnamese foodservice: The future of food service in Viet Nam (October 2012) [Online]. Available at http://www. reportlinker. com/p01010818-summary/Vietnamese-Foodservice-The-Future-of-Foodservice-in-Vietnam-to. html [Accessed 5th November 2012] Vietnam Inflation rate http://www. tradingeconomics. com/vietnam/inflation-cpi [Accessed 11st November 2012] Vietnamese population pyramid for years [Online]. Available at http://www. nationmaster. com/country/vm-vietnam/Age_distribution [Accessed

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The Moral Instinct by Pinker - Essay Example Moral judgments of certain actions and things have created conflict of views from different people across the world (Pinker 1-2). When it comes to decision-making, some people make judgments by rationalizing but they have no concrete explanation about the decision made. Other people use reasoning to explain why they have come up come up with certain decisions. According to Pinker (3-5), a group of neuroscientists has explained how different parts of a human brain assist them in reasoning and rationalization when making some decisions. By analogy, people possess universal moral senses that guide them to differentiate between right and wrong things. People show morality through the universal moral grammar they display when analyzing human actions even if the structure is different. However, the research conducted globally showed that moral judgments cannot be universal and the language used to express the opinions is not universal. People usually demonstrate varieties of molar experiences, these experiences revolve around five themes, and it depends on the environment they live. Additionally, the five spheres of morality can make the moral sense to be a global factor but it can be different at the same in different communities depending on their culture. Reassignment of activities to different spheres can attract different opinions from different people depending on their cultural backgrounds. Pinker states (5-7) that when the research considers fairness in the moral sense, it emerges that most people do good things to other in return for a repayment but few people are naturally generous. Several people are selfish and that why the go to extents of amoralizing so things for their selfish gains and if such a norm continues it will demote morality to a figment. To avoid degrading morality, people should be able to differentiate right things from the

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Managment Essay Example | Topics and Well Written Essays - 750 words - 4

Managment - Essay Example I let them quarrel and sort out their differences. While some people may be able to put behind their personal differences and give their best output but others may not be able to do so. I need to make better decision than to leave them to their means. If as a manager I am able to ensure that their differences are ironed out, they will be able to work better. (Gerald Matthews, 2004) A manager should be able to break the ice between his team members. The longer it would take for them to become familiar with each other; greater would be the hindrance to work. I can deduce from my results that I am not good in this regard and would certainly like to work on this aspect of my personality. I am usually hesitant to start conversations but as a manager the onus lies more on me than on anyone else. A manager should be fully aware of his strengths and weaknesses before he tries to understand his team’s. This is a point where I would be able to succeed easily. My assessment scores have not been much different from the scores that my friend gave me. This indicates that myself awareness level is high and will make it easy for me to work on my weaknesses. I can see from my assessment test that I feel nervous about choking at crucial situations. This is a problem that I need to solve. A manager who looks nervous in the face of an approaching deadline might not be able to motivate his team. However in this regard my friend’s perception is different. He feels that I give my best effort during a crunch situation. This indicates that I may have been able to hide my emotions of being nervous which certainly bodes well for managerial job. I however do remain calm most of the times even during a fight which I think is a good managerial quality. A successful manager usually does not takes decisions unilaterally. He should take inputs from all the concerned and then decide according to the best inputs he receive. This is already being done by me as I can deduce from

Marketing and Trasforming Business in Porcini's Company Case Study

Marketing and Trasforming Business in Porcini's Company - Case Study Example The company has also suffered stiff competition from Unos, Bertucci’s, and Buca di Beppo which try to offer the same products Porcini offers. This paper will, therefore, explore the marketing strategies that the company lacks in relation to customer focus and the 4P, Market target and expansion, and competition so as to be on the competitive advantage. The company has difficulties in choosing the right option for restaurant expansion to either undertake franchising or syndication. Ordinarily, the majority of the restaurant chains are considering new franchise agreements in their main avenue for growth where Porcini is not an exception.However, the restaurant has limited capital from restaurant-level operations to system-wide marketing and brand building. It should be noted that when the restaurant has no capital, it will be unwise for the business to go for a loan for expanding the business. This is because it will take time for the business to stabilize. Therefore, the cost of construction and leasing is normally shifted to franchisees which would likely bring outlets into operation more rapidly. This leads to expansion of the company. The restaurant is not vast with enforcing franchise standards. Normally, the franchise has a 20-year term with renewal at the franchisor’s option a 5% to 6% royalty on gross revenues and an upfront fee during franchising.Additionally, each franchisee is usually accountable for his own financing and this saves the finances of the company. Some franchisors often handle all expansion, including feasibility studies, market analysis, site selection, and construction themselves. Porcini does not have a construction department and this makes it hard for the company to avoid franchising. Therefore this is the best option for the company for it will increase the company profitability On the other hand, in syndication, the chain identifies purchases a number of sites, builds and furnishes a facility on each, then sells the  portfolio of properties to an investor group thereby recouping and recycling its capital.  

Cash Flow Essay Example | Topics and Well Written Essays - 500 words

Cash Flow - Essay Example helps a company to detect problems with its liquidity because the lack of liquidity may have direct influence of performance of a company even while it is running profitably. A company is also required to prepare the statement as an alternative tool for measuring profitability especially for the profit making companies in the instances when accrual standards of accounting may not be representatives in economic realities. Besides, it illustrates the quality of income where income is interpreted to be of low quality when net income contains much of non-cash items (Kousenidis, 2006). Finally, the statement is instrumental in evaluation of risks in financial products such as the evaluation of a default risk in the company. It is to be acknowledged that an operating company has various ways through which cash is produced while at the same time having various ways through which it spends the funds produced. This therefore explains why a cash flow document contains three main sections where sections on financing and operations indicate the manners in which funds are generated and the section on investment illustrates how funds are utilized (Stoddard, 2013). The cash flow statement comprises three main sections, which are strategic and critical for its essence to a company. The three sections within a cash flow statement are cash flows as emanating from operating activities for the company, flows of cash from activities of investments as well as section on flows of cash from financing activities. Cash flow from operations section is fundamental section within the statement as it outlines gains realized from the activities of the company where changes in the flow would be useful in explaining performances of a company. The amount that companies invest in capital expenditures is the main components illustrated in the investment section while finance sourcing activities especially from outside are reflected in the section on financing activities (Wise,

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Statement of purpose - Essay Example background has heightened my awareness of ethnic diversity, and, at the same time, shown me the basic similarities in thought and values which characterize all people, whatever be their nationality. I am very alive, especially in these tumultuous economic times, to the role that the economy plays in the everyday life of every individual. In this scenario, I am confident that my pursuit of Psychology and Economics will equip me to meld my interest in people, and in the economy, into a set of skills which will enable me to contribute my own share towards the betterment of society. Sometime in the future, I see myself using the English language proficiency I have gained in the USA to make a difference in the lives of Korean children. Despite my time in Korea being confined to summer vacations with my family, I am deeply conscious of my identity as a Korean. I even attribute my love for golfing (I was varsity at golfing for three years at High School), to my ethnic identification with Tiger Woods! I am inordinately proud of the technical prowess, dedication and hard work, which have gone into the making of Korea’s enviable reputation on the world stage as an economic power house. My own parents’ success as business entrepreneurs is living proof of Korea’s strengths. Above all this, I love the culture of personal and family relationships, and the feeling of belonging. Very simply, Korea is home to me! It is where I plan to spend my life after my academic career. That said, I must confess to a deep regret that my knowledge of Korea - its culture, history, art, people, cuisine - is very superficial. I am passionate about my desire to discover myself and my country anew, and explore every facet o f my nationality. Seoul National University’s direct international exchange program is the perfect opportunity for me to continue my academic pursuits in my field of choice and, at the same time, discover my roots as a Korean. SNU’s acknowledged position as the most

Has racism in the UK disappeared in the 21st century or merely taken Essay

Has racism in the UK disappeared in the 21st century or merely taken new forms - Essay Example Discrimination comes in varied forms including discrimination against sex, color, ethnicity, religion and social status. These terms are used differently whereby others include prejudice by the Americans; hence making observations of racial distinctions as racism (Mullings (2005, p. 49). Therefore, racism in the UK has not disappeared but instead it has taken new forms and this is because of varied aspects including globalization, capitalism and political processes. How racism has Taken New Forms in the 21st Century in the UK Racism in the UK has not disappeared completely but rather taken new forms in varied ways. As the world moves forward into in the 21st century, there are rapid widespread confusion and changes about the meaning of race and this results due to rapid globalization. Globilisation, which is caused by rapid technological advancement, has been viewed as the cause for widespread confusion and the cause for new forms of racism (Reilly, Stephen and Angela 97). After the destruction of the European colonialism that gave rise to the civil rights movements and the surge for immigration due to globalization, the issue of race became the core subject (Enomoto and Genevieve 55). This contributed to a more critical analysis and creation of awareness of race, but focusing primarily on discrimination and prejudices (Darity 56). Extensive concepts of racial themes from both traditional and modern theorists have been applied in racial issues. The rapid globalization has contributed to varied changes due to modernization; thus racism has tended to remain a global issue even in the post-colonial period. Racism has also become popular, but it has emerged with new concepts and increased drastically; hence heightening the controversy over the meaning of race. Kundnani (41) argues that British racism is well understood not only by the context of conditions, in Britain but also through the global factors. Globilisation has been the key aspect for the rampart new for ms of racism, in the UK. The author combines historical perspective with the assessment of current conditions such as the postwar immigration and the evolution of International Monetary Fund structural programs in the third world. Globilisation is the main cause for increased migrations, asylum and new evolution of markets. For instance, the author reveals the way asylums have been treated differently, and this is through making conditions difficult or unattractive for them. Kundnani (39) reveals the way anthropologists have attempted to link between modernization period and race. Other anthropologists argue that race has not vanished but it has been profoundly influenced by political process. The so-called classical theorists of sociology were concerned by offering an explanation on the emergence of modernity in Europe and the way these led to varied changes in the society. They understood the consequences of modernity and understood the meaning of the increased capitalism in the s ociety (Chowdhry and Sheila 71). Racial theme became the central theme after the dawn of capitalism and the problem of dealing with the social problems emerged. Hence, varied changes among the nations and cultural understandings about the meaning of race have been explained by using comparative approaches (Gioseff 47). Additionally, in the new 21st century where there are new political processes, racism has not disappeared but changes; thus forming a new form. The political process

Prioritizing the IT Project Portfolio Essay Example | Topics and Well Written Essays - 1000 words

Prioritizing the IT Project Portfolio - Essay Example As such, re-evaluation is recommended. In addition to the external cutting edge technologies, the top management peruses a variety of processes to access the most appropriate project to be funded. For example, a company with well establihsed information technology infrustructure can consider building a facility from scratch or develop a unique product. The implementation and installation of support product willdefinately be outsourced. The decision to settle on such a project can be seen to be simple. However, there are other factors such as the management of project execution via costs, resources, milestones and schedules which must be in-check to ensure the success of the project. The management also faces the challenges related to supply chain oversight to make sure that materials, resources and equipments are availed on time whenever needed. The major concern is, "will the organization’s top management be able to integrate the project management processes with their portfo lio to attain both business value and project profitability?† A corporate intranet project priority portfolio Background Most organizations depend on the chief information officers to process the collected data and present it in a form that can be understood. They are also expected to spearhead innovation that solves the challenges faced by the organization. The chief information officers in turn, respond by suggesting a corporate intranet. This is a platform that ensures the organization’s prized assets are safeguarded, improve process work flow and link the employees (Sauter, 2010) Critical analysis of the exising literature and continous studies by Baum (2011) revelaed that the assumption that both business objective and employees requirements can be met in one-size-fits-all project is not realistic. The management always thinks that the project idea is noble. A single univeral project that provides a blueprint of the organization is enough. Sincerely speaking, this is imposible. The context of the chosen project can have relevant content for majority of employees but not all. The users are forced to mentally filter the project non functiona contents (Power, 2008). Some CEO creates a communication platform that is one-way. Ideally, it excludes the users’ efforts to approving and publishing their content. People are gravitated away from the project because of such restrictions. When developing a project, developers ignore the feedbacks from the users. The corporate project deployment process is always delayed untill all the requirments for various departmenrts are captured. This does not work very well. Doing an IT project in a modular or in phases does not imply that the business is not big enough. It enables one to integrate all the user functional and non functional requirments. The users are more comfortable when the responsibility of managing their user account and login credentials is left in their hands. The idea of forcing the use rs to login to the intranet is not well taken by the users. This is bacause they already have too much login credentails such as ticketin g tracking, ERP system login credentails and the organization’s CRM (Marven, 2010). The idea of login in is viewed by the IT department as a way of enhancing security but the users have an

United States Dominance After Civil War Essay Example for Free

United States Dominance After Civil War Essay The American Civil War, also known as the â€Å"War Between the States† was a war between the Confederate States and the Union. The Confederacy was composed of eleven states which supported slavery, while the Union was comprised of all free American states and five states bordering the slave states. The American Civil War became one of the most important events that led into the emergence of the United States into world dominance. The development of the American nation as a world leader came after a series of events and wars being won. The Civil War all throughout was highlighted by the intense social, political and economic conflicts and differences between Northern and Southern States. The war commenced in about 10,000 states and more than 3 million American people have been involved in it. The years between 1861 to 1865, the war has escalated between American states and resulted to the destruction of peace and unity among fellow Americans. The war made the American nation ironically more oblivious to the concept of freedom and individual rights, given that the civil war was fought on the basis state rights and freedom in America. However, by the end of the Civil War, the American nation took the whole experience as a â€Å"new birth of freedom† for the people and the government. And as such, the years following the end of the Civil War marked the start of the American dominance in the international community. America After the Civil War: Unification, Expansion and Industrialization Despite the destruction, the death toll, and the chaos that the Civil War has drawn upon the American society, nonetheless, it has become as one of the focal points for world domination for the United States. The separate states which used to be hostile to one another due to their differences, became a single united and strong nation The end of the war marked the new era of expansionism for the United States of America. Indeed, the start of the 19th century was highlighted by the intensifying of the American expansion. Alongside America’s move to industrialize and urbanize its territory, the American exploration pushed further to the west. In 1803, Louisiana was obtained from the French government; and during the period between 1816 to 1821, a total of six states were added to the American territory. Aside from the westward expansion, in 1865 the American government also took control of eastern states. This westward and eastward expansion of the United States territory became strategically beneficial to the industrialization in the United States. And as such, the strength of the United States industrialization became one of the strongest points of the United States emergence as a world superpower. Although the industrialization in the United States before the Civil War was largely preempted and minimal due to the political and social conflicts of the time, the end of the war and the emergence of the new American society greatly hastened the industrial development in the United States. And despite the fact that industrialization has been an old trend in other advanced countries such as England, Belgium, France, Germany and Japan, the United States transformation was more profound, developed and powerful. In addition to United States’ more sophisticated and impressive industrialization, the American government was able to carefully and strategically utilize its unique advantage over its colonies and among those less developed and powerful countries. The American government used its sphere of influence in order to drive economic advantages and power towards them. Moreover, the United States territory, given the vastness of its newly acquired areas and colonies were greatly endowed with raw natural resources that once tapped, can be used to generate a large amount of benefits and profits. The states acquired by the United States became its focal points of industrialization, modernization and development. Some of these states served as main centers for finance, manufacturing and commerce. Other states were also suitable for agricultural growth and revolution in the transportation sector. In addition to these developments, the wave of immigrants between 1840 to 1860 also strengthened manpower stability in the country. As such, by the end of this period of expansionism and industrialization, the United States emerged as one of the most successful countries in the world. The American government grew extremely confident of the stability of their economic, political and military strength. In addition, the wide sphere of influence that it was able to establish became one of the assets that qualified United States as one of the strongest country in the world. Threats to American Power and Leadership A series of American war involvement has been etched in the world’s history. And as such, each war wherein the American nation has took part in signified a threat against the United States’ dominance. The First and Second World War, though commenced between a large gap that went for years were fought on almost same reasons. Economic imperialism, military conflicts, trade barriers, proliferation of weapons, political rivalries and balance of power were among the main cause of the first and second world wars. During these wars, the world was divided into two spheres. And of which, both wars were won distinctively by the side that the United States has taken. The victorious emergence of the United States and its allies in these wars has further established its government as one of the strongest leaders in the world. During the Second World War in particular, the victory of the United States, the Soviet Union and their allies became the closest call to the American dominance. At the end of the Second World War, the United States and the Soviet Union emerged as two world leaders, and as such, became the pillars for balance of power. The end of the Second World War and the emergence of two dominant states resulted to another series of conflicts and hostility. After the Second World War, the Cold War commenced and a series of indirect confrontations took place between the United States and the Soviet bloc. The Cold War served as a proxy war between the two states wherein instead of a direct confrontation, their allies became more involved in the war. The Cold War became the measure of stability, leadership and influence of the two world superpowers. Political ideology became the main focus of the rivalry between the United States and the Soviet bloc. During this period, the American government was largely threatened by the spread of communist ideology within the European states. As such, the antagonism between capitalism and communism became the root of the conflict between the two states. In addition to this antagonism, nuclear arms race, espionage, economic rivalry and the Cuban missile crisis were among the issues that further intensified the conflict. Despite the absence of direct confrontation between the Americans and the Soviet bloc, the outcome of the Cold War still became one of the most important factor in the emergence of a lone world superpower. As such, by the end of the Cold War, the Soviet bloc disintegrated and the communist ideology became less influential. Although the American government and its allies were not successful in fully containing the communist ideology, the Soviet disintegration became a step to weaken communist states. In addition, the disintegration of the Soviet bloc marked the end of the Cold War. And the triumphant emergence of the United States in the Cold War automatically rendered the United States as the lone world superpower. United States in the Present Era Following the end of the Cold War and the demise of the biggest threat to United States leadership, the American government is now considered as the lone hegemonic power in the world. The establishment of international organizations such as the United Nations, World Bank, International Monetary Fund and the World Trade Center to name a few, strengthened the American hold on world dominance and leadership. In the present generation, the most probable threat against the American government is the current proliferation of terrorist organizations posting terrorist activities that might induce chaos and fear amongst the citizens. However, despite these threats and current economic and political dilemma experienced by the American nation, United States still stands as one of the strongest, influential and stable countries in the international community. Bibliography AE Television Networks. â€Å"The American Civil War.† History.com. (2008). Database on-line. Available from http://www.history.com/minisites/civilwar/ (accessed October 10, 2008). American Information Resource Center. â€Å"History of the United States.† The United States Diplomatic Mission to Poland. (n.d). Database on-line. Available from http://www.usinfo.pl/aboutusa/history/slavery.htm (accessed October 10, 2008). Burns, Ken. â€Å"The Crossroads of Our Being.† The Civil War. (2002). Database on-line. Available from http://www.pbs.org/civilwar/war/ (accessed October 10, 2008). Mabry, Donald J. â€Å"Triumph of Industry in the United States.† Historical Text Archive. (2008). Database on-line. Available from http://historicaltextarchive.com/sections.php?op=viewarticleartid=597 (accessed October 10, 2008). Nosotro, Rit. â€Å"The Cold War.† HyperHistory. (n.d). Database on-line. Available from http://www.hyperhistory.net/apwh/essays/big/w30coldwar.htm (accessed October 10, 2008).

Analysis Of Ground Zero Tourism Essay

Analysis Of Ground Zero Tourism Essay In this section the author will analyse the different shades of dark tourism and analyse the shade and signification of Ground Zero and 9/11 Memorial Museum. In part of literature review, the author already has given out two main justifications for them, they are: memorial places and sign of the ugly side of war on terrorism. In this section, the author will have an in depth analysis these issues. Firstly, in previons section it is seen that dark exhibitions should be full of education, so the educational aspect will be looked at first. As people known, grief will damage the physical and mental health of human, and they should pay more attention on social activities, past memorises and get a vision for the future (Parkes 2002). Base on this theory, Ground Zero and the 9/11 Memorial Museum they record the grief of 9/11 terrorism attacks, but the new building of museum and rebuild the World Trade Center is a sign for people to remember the people who died in the attacks (memories of the past) and meet the new life (vision for the future), thus the Ground Zero and 9/11 Memorial Museum confirm Parkerss (2002) point of view, telling people vividly about history and grief, thus these two places are not just places for people to remember, but also a sign for people to start a new life. In addition, in government website of 9/11 Memorial Museum they cooperated with New York City Department of Education and the New Jersey Commission on Holocaust Education (2011) to make teaching plans to offer useful educational programs to offer information and knowledge about the events of 9/11, history of attacks, and the post 9/11 world. Meanwhile, they also help people who have lost people in the terrorism attacks out of the pain and grief. The government website said they received many parents message that they do not know how to teach their children the history about 9/11 and what happened in the 9/11 terrorism attacks, in this way the 9/11 Memorial Museum offer a plan on their website to all parents, on how to tell the true history of 9/11 event to their children, and this information is all free. The objective is to face up to the history is necessary for the people, and everybody has a right to understand the history, thus the teaching and learning plans of 9/11 Memorial M useum offer an effective way for people to understand their history. From these, the 9/11 Memorial Museum provided a wealth of information is telling visitors the dangers of terrorism, stay away from terrorism, against terrorism and peace loving, has a strong role in education. There is another reason for people to understand the real terrorism attacks in the museum that is museum cooperation with StoryCorps to record the terrorist attacks of 26/02/1993 and 11/09/2001, which include the narratives from survivors, rescue workers, witnesses, service providers and other people impacted by these events, therefore the museum tries to restore the historical truth (9/11 Memorial Museum website). Rogers and Soyka (2004) suggest through an interview, that a survivors description, recording and voices from the scene, and pictures of the scene, are the best ways to show a true picture of 9/11. Based on these the Ground Zero and 9/11 Memorial Museum tells the real history which expands range of educational activities. Above mentioned which not only shows education function of the 9/11 Memorial Museum, but also expression the social function, that is restore the true history to people. Through education, they hope to publicise the harmfulness of terrorism. The other major significance of the Ground Zero and 9/11 Memorial Museum is tell people how terrible terrorism is and how human will always oppose terrorism (Espiritu and Moore 2008). Based on the voice of survivors which is on exhibition in 9/11Memorial Museum, reveals the dread, alarm, helplessness, hopelessness and pain when the attacks happened (Miller 2011). Ground Zero is rebuilding on the site of the World Trade Center, and when people pass the site, they can see the ruins, which shows the destructive effect of terrorism. Meanwhile, the pictures in the 9/11 Memorial Museum show the whole history of 9/11 and pass 9/11, it tells visitors the true ugly features of terrorism and how beautiful peace is, and the visitor will be shocked through these pictures ( Bohland 2004). To view the various of all kinds of pictures, and hear the voices in the 9/11 Memorial Museum, as well as the ruins of the World Trade Cent er, both show people the danger, destructive and terrible side of terrorism. In addition, apart from except the above section, one of the major significance of Ground Zero and 9/11 Memorial Museum is to provide a venue for people around the world to remember the 9/11, as well as to commemorate the people killed in this terrorism attack. After 9/11 in 2001, many visitors that go to the World Trade Center site have visited to grieve over the deaths. Especially in 9/11 2011, the ten years of 9/11 terrorism attacks, have seem the American people hold comment that memorial activities in the World Trade Center site. BBC News (2011) on that day many people went into the World Trade Center in New York, the Pentagon and Pennsylvania to honour the victims. On September 10, former US president George W Bush laid a wreath to honour the victims and on September 8, there were two lights piercing the horizon from the World Trade Center site to honour the tenth anniversary after the terrorism attacks. The 9/11 Memorial Museum was opened on that day (9/11 Memorial Museum we bsite and NY1 news, 2011). The main 9/11 Memorial Museum chose to open on the tenth anniversary to honour 9/11 attack. That day, it opened for victims family and was opened to the public on 12/09/2011. Because many people go to Ground Zero to honour victims, in order to reduce the traffic, as well as not to affect construction work around Ground Zero, thus the government built the 9/11 Memorial Museum. Ground Zero and the 9/11 Memorial Museum are centres of the people to remember the 9/11 terrorist attacks events. Another significance is the sign for the war on terrorism, as mentioned in the literature review. After the 9/11 terrorist attacks, the American government published policies against terrorist, and the World Trade Center was seen as the centre of the terrorist attacks, thus the new construction on the site of the World Trade Center has become one of the important symbol of the U.S. government anti terrorism (Melnick 2009). Education, restore true history, shows terrible of terrorism and sign of war on terrorism are major significations related to these two sites. Ground Zero and the 9/11 Memorial Museum play a very important role on the fight against terrorism, and full of social function (education people, restore history) and service function (provide the pictures, videos, voice to people and provide places for people to remember) Based on the significations and the shade of dark tourism mentioned in the literature review, in the next section the author will use the table 1 to analysis the shade of the Ground Zero and the 9/11 Memorial Museum. 4.2-2 Shade of Ground Zero and the 9/11 Memorial Museum Referring to the literature review, Miles (2002) writes that authors should understand distinction between sites associated with death and suffering, and sites of death and suffering. Based on this theory, Stone (2006) gives an example of Auschwitz Birkenau as a site of death and suffering, but the US Holocaust Memorial Museum in Washington DC is belong to sites associated with death and suffering. Because the Auschwitz Birkenau is the direct place that the Nazi imprison and massacre the people, however, the US Holocaust Memorial Museum is a museum to memorial the massacre, it is a place to memorial the events, thus the shade of the Auschwitz Birkenau isdarker than the US Holocaust Memorial Museum. In Stones (2006) paper, he suggests that, à ¢Ã¢â€š ¬Ã‚ ¦recent death and tragic events that may be transported in live memory through survivors or witnesses are perhaps darker than other events that have descended into the distant past Because of this, those dark events like the Auschwitz Birkenau and the Ground Zero which can be described as darker because of them can be proved by the survival and living the place could arouse a greater sense of empathy (Stone, 2006). As the above theories, the author considered the Ground Zero can be classified in darker and the 9/11 Memorial Museum is lighter than former, could be describe as dark. In the following part, the author will use table to analysis more details to explain why the Ground Zero is belong to darker and 9/11 Memorial Museum is dark Analysis through the table 1 from top to bottom, the first one is about polities. As known after 9/11 terrorism attacks events, American government implementation of a series of anti terrorism policies, and the strength is more strong than before the 9/11 events. The main and official aim is to exterminate al Qaeda and other terrorist organizations. In 2002, the Bush administration will be the definition of state terrorism as the primary threat in the United States, and replace religious terrorism and defined Iraq and Iran as the main terrorism base because who have weapons of mass destruction (CNN U.S. 2002). Followed by March 2003, U.S. government sent troop to Iraq and announces the Iraq was a part of war on terrorism, it opened the prelude of the war on terrorism, and in April 2003 the Baghdad the capital of Iraq was fell and the government of Saddam Hussein was dissolved. After 9/11 events, former American President Bush, G. W. operation with former President of Pakistan to ag ainst the Taliban government in Afghanistan (USA Today News, 2006). In 2005, American government to amend the anti terrorism policy, and requalification terrorism objects, from original single al Qaeda expanded to more than 20 organisations (Argomaniz, 2010). Meanwhile, American government established Homeland Security Department to build a safer and more powerful structure of the Homeland Security Department (Department of Homeland Security website). This series of policy changes is the 9/11 events brought to American government, also caused changes in government policy. Based on table 1, it shows if the site has a higher political influence it will be trend to darker, thus Ground Zero as the events center it should be belong to darker. However, the 9/11 Memorial Museum as a new building to remember the people death in 9/11 it not influence the polities, but why it is also classified in the darker or dark, it can not just analysis one aspect, it will be explain from other element of table 1. The next element will be analysed is education orientation. At the first of this part the author already mentioned the signification of Ground Zero and the 9/11 Memorial Museum, it include full content of education. Based on above information, Ground Zero and the 9/11 Memorial Museum are have high education for people, and the 9/11 Memorial Museum also offer many useful action to show the educational significance to visitors, and some project in museum could help the parents to teach their children, this is also played a significant role in the education of next generation. On this element, Ground Zero and the 9/11 Memorial Museum are have a very strong education role, thus them should be part of darker. From history aspect, Ground Zero and 9/11 Memorial Museum both are record the history. In the table 1, it say of the sites are trend to darkest which should be the history centric and conservation of commemorative. As know, Ground Zero is build in the site of the World Trade Center, the new building is witness of this history of 9/11 events and 9/11 Memorial Museum collected many pictures, voices, stories and videos about that events, it the best save of that events, shows real history and also can restore the truth history for future generations. In term of commemorative, the author already gives out many factors to proved Ground Zero and the 9/11 Memorial Museum full of memorable. It is worth mentioning that based on the 9/11 Memorial Museum website the purpose and mission is better remember and memorial people who death in 9/11 attacks. Consequently, there is no doubt that these two places main function is memory. In this regard, they also trend to be darker. There is another side also can prove Ground Zero and 9/11 Memorial Museum are pertain to darker. Based on shade of dark tourism, if product include perceived authentic it could be belong to darker. Although, Ground Zero is building in the site of the World Trade Center, the new building will recover the site, but the face of terrorist attacks at this site will not be changed and many memorial activates in here could engender a degree empathy to visitors. The products in 9/11 Memorial Museum are the directly materials which related to the terrorist attacks, such as pictures of the scene of terrorist attacks, video recording of the World Trade Center which was attacked., photos of victims and people can share the story about 9/11 attacks, all of these are let people feel very directly of destructive of 9/11 attacks. These products of 9/11 Memorial Museum can make a strong resonance for visitors. Direct show 9/11 and make visitors feel a real 9/11 are the feature of products in Ground Z ero and 9/11 Memorial Museum. In the table 1, it mentioned the location authenticity. In this paper the author has been mentioned many times that Ground Zero is build in the site of the World Trade Center and the 9/11 Memorial Museum is near by the attacks site, in terms of location these two place are very close to terrorist attacks. The last one is tourism infrastructure and supply. The infrastructure is defined as basic facility and physical for an organization needed for operation or service to match the function and aim (Jeffrey, 2009). After Ground Zero build, it will be use as business it must include many high level and complete facilities and infrastructure for people, in the 9/11 Memorial Museum, in order to provide a good service to visitors the museum also use many high tech infrastructure. Concerned to supple of 9/11 Memorial Museum, the purpose is very clear, that is to remember the 9/11 terrorist attacks, as well as the victims. Based on these two aspects and table 1, Ground Zero and 9/11 Memorial Museum they are not trend to darker. However, consider the issued should from different perspective to analysis and then conclude. Based on analysis from above, in the vast majority of aspects the shade of Ground Zero and the 9/11 Memorial Museum are trend to darker side, thus the author consider Ground Z ero and 9/11 Memorial Museum are belong to darker in the shade of dark tourism. 4.2 3 Conclusion In this section, the author give out more details about the signification, shown that Ground Zero and the 9/11 Memorial Museum are full of memorable and historical dark tourism sites. It also a major symbol of the war on terror. Especially the 9/11 Memorial Museum, is very suitable for school and parents to educate the children abut the 9/11 attacks, and make them know how horrible the terrorism is, at the same time is the best place to memorial victims. Understand the shade could help the author depth understand Ground Zero and 9/11 Memorial Museum as a multifaceted and complex tourism products. Based on Stones (2006) point, dark not means bad, the darker is closer to the actual event. In Stone (2006) paper says Auschwitz Birkenau can be described as darker. In this case study, the author based on elements of table 1 (the shade of dark tourism) to analysis Ground Zero and 9/11 Memorial Museum form many aspect and concluded Ground Zero and 9/11 Memorial Museum are trend to darker th at is rigorous and theoretical basis. Understanding of nature of Ground Zero and 9/11 Memorial Museum, enables the author better analysis the strategies which Ground Zero and 9/11 Memorial Museum they used in operations, and help the 9/11 Memorial Museum better to achieve the goals and aim. In the next part, the author will based on these information which mentioned above and through the main strategies for Ground Zero and 9/11 Memorial Museum from 2001 to 2011 to depth analysis details about strategies of Ground Zero and 9/11 Memorial Museum. 4.3 Strategies of Ground Zero and 9/11 Memorial Museum 4.3 1 Differentiation strategy In this section, the author will analysis the strategies of Ground Zero and 9/11 Memorial Museum. In the table 2, the author summarized the main strategies which used during 2001 to 2011, from the table it shows the main strategies of these two places is rebuild and build a new building to memory which decided by American and New York government. In 2001, after 9/11 attacks, American government decided to rebuild the World Trade Center at the site and quickly began to implement this plan, in same year announced the Lower Manhattan Development Corporation (LMDC) as the official commission. From this, American government officially began the reconstruction of the World Trade Center. Meanwhile, in the same year, after 9/11 attacks American government published some anti terrorist policies, this mean America declared war on terror, and rebuild the World Trade Center is also a reflection of the war on terrorism. The strategy of rebuild the World Trade Center is not only to memory the 9/1 1 attacks, to revive the confidence of Americans, it is also a reflection of terrorism by the American government (Melnick, 2010). During these ten years, the other main construction strategy is build the 9/11 Memorial Museum. In 2004 the official commission Lower Manhattan Development Corporation decisions design the museum and in 2005 design the mission of museum. Determine of mission is also determine the characteristically of the 9/11 Memorial Museum. Based on the 9/11 Memorial Museum website the museum has two main mission. The first is remembered and honor the victims by terrorists in the horrific attacks of February 26, 1993 and September 11, 2001 and this is a very important main mission of the 9/11 Memorial Museum. The second is respect this place made sacred through tragic loss. Based on the mission, it caused the author chose differentiation and cost leadership strategies to develop the 9/11 Memorial Museum which was mentioned in the literature review. In September 11, 20 11, the ten anniversary of 9/11 the 9/11 Memorial Museum was opened for victims families and September 12, 2011 opened for public for memorial and the museum will open in 2013 (Cohen, 2012). These strategies are specific actions of American and New York government, the author considered that need more professional strategy framework to analysis the Ground Zero and the 9/11 Memorial Museum and give out more details. Because Ground Zero will be as a business center in the future (Watts, 2009) and the memorial function is a part of it, thus in this section the author will pay more attention on strategies of the 9/11 Memorial Museum. Based on the mission and Porters framework (Evans et, al. 2003 refer Porter, 1985) the author chose two strategies to develop the 9/11 Memorial Museum. The first one is differentiation. Evans et, al (2003) point that the main benefits for differentiation strategy are the following four aspect. The first is the products will be sale by a premium price, because the product is different from others, thus the product could be as an advantage for the organisation and the price will add more value. The second benefit is demand for its product will be less price elastic than demand for competitors products, that means the product is in a class by the organisation, the organisation could decide the elastic of price by themselves. The next is average profits can be earned. And the last one is can create good environment for entry the industry and new market. Distinctive product could help the organisation attracts more customer if the product meet the customers needs, and can be occupy domina nt position in the competitive. Meanwhile, Evans et, al (2003) also give out the some suggestions for organisations to help them how to achieve a successful differentiation strategy. There are five ways. The first way is creating a superior product than competitors, which is means the product will be excellent in the industry. Then is offer a superior level of service, the quality and characteristics of the product is important, but it is also very important for services, that include pre sale service, the services of sale, as well as after sales services. The third is the organisation should have a superior distribution channels, a good distribution channels could make the orgainsation occupy a better network and branches and will take more newcomer. The next one is creating a strong brand image, the status of the brand image in customers mind is increasingly important. In the same price, or a little bit of price difference, customers often choose the product which has a good bra nd image. The last one is offer a superior promotion, based on Evans et, al (2003) a successful promotion could give a very deep impression for customers, when they wants to buy similar products, their mind will think of the organisations products first and the choice of customers will take precedence. In this case study, as the Ground Zero and the 9/11 Memorial Museum are nonprofit organisation, therefore main aim of them are not earn profit, thus the author will main focus on services, brand image and promotion to analysis. Primarily, the author will analysis the service of the 9/11 Memorial Museum. A high quality services could offer a good atmosphere to customers. In the 9/11 Memorial Museum, the organisatin should try them best to make a good environment for victims families and visitors memory. In this aspect, the 9/11 Memorial Museum offers many useful products for customers and also provides services for customers requirements. Firstly, the 9/11 Memorial Museum offers true information about terrorism attacks for visitors, it include pictures, video, stories from survival and others. In the website of the 9/11 Memorial Museum, the author found some people ask them do not know how to tell their children what is terrorism and how to tell a real 9/11 attacks for next generation, the 9/11 Memorial Museum based on visitors needs to offer many documents about talk to children about 9/11, and cooperation with the New York City Department of Education and the New Jersey Commission on Holocaust Education to offer 9/11 lessons for people and to meet the mission of the 9/11 Memorial Museum. For visitors come to the 9/11 Memorial Museum the main purpose is to memory, based on this, the 9/11 Memorial Museum hold memorial exhibition, and the exhibition provide an opportunity for visitors to learn about the men, women and children who died on September 11, 2001 and February 26, 1993, the 9/11 Memorial Museum use a corridor to show photographs of the nearly 3000 victims form a wall of faces who died in the terrorism attacks to visitors. Visitor can better memory the victims through this way, and the wall of faces will help visitors more intuitive understand many people died in terrorism attacks and understand the destructive of terrorism. Not all the visitors can go to the 9/11 Memorial Museum to visit, in this reason, the 9/11 Memorial Museum use google earth to explore the 9/11 memorial within the context of the surrounding landscape of lower Manhattan. This is include mapping program, cre ates a virtual look at the World Trade Center site, dimensionally accurate 3D model and other planned projects at the 16 acre site. This can better meet more peoples requirements who want to memory 9/11 and victims, and also provides a good platform for visitor to know about the 9/11 and understanding terrorism. Then is brand image, as a memorial site the brand of 9/11 Memorial Museum is different from other organisations. The 9/11 attacks is the brand of the 9/11 Memorial Museum. Refer mentioned above, the brand image could help organisation attracts more customers, but for the 9/11 Memorial Museum it not want to attract visitors, it want to offer a real 9/11 to visitors. Frank (2008) refers that for a museum a strong brand image can be a major asset and should position of the institutional brand, and for a new museum it can try to establish with an unusual subject. For the 9/11 Memorial Museum, it certainly exhibition an unusual show. The 9/11 Memorial Museum as a one of the most important places to memorial of the 9/11, its position is unique. Mentioned 9/11 people would think about the World Trade Center and Ground Zero, and when mentioned where to memory the people will choose Ground Zero and the 9/11 Memorial Museum, in the other hands the purpose to build the 9/11 Memorial Museum is t he government want to offer a dedicated place for memory. As a result the brand image of the 9/11 Memorial Museum is unique and it is a strong image in visitors mind who want to memory the victims died in 9/11 attacks. Frank (2008) also point out a good brand image can provide reinforcement of mission, operating stability and increased revenue. In this theory, the 9/11 Memorial Museum in order to meet the mission, it should keep and maintain unique brand, and through offer real information about 9/11 attacks and high level of service to improve the brand image to make more people choose the 9/11 Memorial Museum to memory and understand the 9/11 attacks. The last one is promotion. As a memory place the main purpose it make visitors get more experiences from the 9/11 Memorial Museum. Carman (2010) points out the important thing for promotion to museum status is understand why do people visit museums at all? In this case study the author mentioned many times, the visitors go to Ground Zero and the 9/11 Memorial Museum is in order to memory and understand the real 9/11 attacks, thus the promotion of the 9/11 Memorial Museum should based on the purpose to decided. Also based on the website of 9/11 Memorial Museum it not try to attract many visitors through promotion, it just use promotion to publicity how threatening and destructive of terrorism, and will bring huge damage for human. In this reason, the promotion for the 9/11 Memorial Museum is different from other museum, in the website the 9/11 Memorial Museum established a special column about 9/11 attacks, people could share stories in there. This special column offer a platform for survivor, victims families, and visitors to deep feel 9/11 attacks, in this column there are many stories shared, and it is a effective way to stimulate people go to the 9/11 Memorial Museum to visit and to know more. Wherefore, the 9/11 Memorial Museum should show some experiences to people to motive them, make more visitors come to the 9/11 Memorial Museum, and achieve the aim for make more people understand 9/11 and approach the mission. 4.3 2 Cost leadership strategy Based on Evans et, al. (2003) the benefits for an organisation through strategy of cost leadership are summarised as following aspects, the first one is the organisation could earn high profits and possibility to increase both sale and market share in the industry. Then is help organization entry new market and particularly valuable in a market where customers are price sensitive. How to make this strategy successful? Refer to Evans et, al (2003) they give out some way to achieve this strategy: reducing cost : reduce cost is a effective way to occupy more market share, because the organisation has price advantage. using less expensive resource inputs: reduce the inputs could make organisation ensure the price advantage, eg: easyJet. Producing products with no frills, this way could reducing labour cost and increasing labour productivity. Achieving economies of scale by high volume sales: the high volume of sales is a good way to ensure the profits. For the 9/11 Memorial Museum and Ground Zero, they are nonprofits organisations, but they have many partner to support them, especially for the 9/11 Memorial Museum. Through the website, the partners are including: 9/11 National Day of Service, 9/11 Tribute Center, Project Rebirth, Story Corps and Voices of September 11th. All of them are helping the 9/11 Memorial Museum to enrich content. Evans et, al (2003) refer that the definition of cost leadership is organisation and managing its value adding activities so as to be the lowest cost producer of a product (a good or service) within an industry The information from the website of the 9/11 Memorial Museum, the budget for the 9/11 Memorial Museum funded by private and public funds, is $530 million, and in additional, New York State grant $80 million. A wide range of support for the government decided to build the 9/11 Memorial Museum to reduce the burden. Compare with other museums, the 9/11 Memorial Museum add and attach a lot of significance which was mentioned in the above. Special signification of historical and memorable for the 9/11 Memorial Museum makes this museum has a certain degree of competitiveness. Moreover, the 9/11 Memorial Museum provides various useful products, information and hold many activities (these are mentioned in 4.2 and 4.3 1) to meet visitors needs, all of these are make this museum as the choice to memory the 9/11 for many people. 4.3 3 Conclusion The 9/11 Memorial Museum as a nonprofits organisation, strategies for it not in order to earn money, the aim for these strategies are help the 9/11 Memorial Museum achieve the aim and mission. As a place for people to memory 9/11 attacks, the 9/11 Memorial Museum should provide a very high level and quality of service to people, and ensure the visitors could take experiences from the 9/11 Memorial Museum. Miles (2002) points out à ¢Ã¢â€š ¬Ã‚ ¦dark tourism site must engender a degree of empathy between the sightseer and the past victim (or product) For the 9/11 Memorial Museum, many products are collection by primary resources, such as photographs, videotapes, voice messages, recovered property, clothing and other personal effects, workplace memorabilia, incident specific documents, and original writings including letters, e mails and diaries, all of them will stimulate visual sense, emotion, empathy and mood of the visitors. However, these strategies which mentioned above are useful way for the 9/11 Memorial Museum to engender empathy with visitors. In this section, the author anaysis how the differentiation and cost leadership strategies used in the 9/11 Memorial Museum, and give out the signification and functions of these strategies. Because of these strategies, which ensure the 9/11 Memorial Museum achieve the mission and the aim, and the continuous realisation of the aim and mission ensure the 9/11 Memorial Museum has been in a position to provide people with a positive sense. In the 4.1 the author analysis the negative and positive of dark tourism, avoid the negative aspects and develop the positive aspect is very serious for a museum, in terms of the 9/11 Memorial Museum, keep the positive mission and follow the mission to decide strategies could avoid negative aspects as much as possible. Chapter 5 Conclusion This chapter aims to bring together and conclude the main findings and procedures of this case study. The author uses secondary research to collect the information and data and uses theory for analysis, starting with characteristics and properties of dark tourism, Ground Zero and the 9/11 Memorial Museum which include the nature, positive aspects and negative aspects, these analyse help the author achieve the objective about an evaluate dark tourism, and relate to Ground Zero and the 9/11 Memorial Museum is closed to the case study. Then specific to Ground Zero and the 9/11 Memorial Museum, the chapter 4.2 analyse significance and shade of them. In this chapter the author began