The blowflies

The blowflies Background The insects that have been most extensively studied in relation to their forensic uses are the blowflies, members of the Calliphoridae fly family in particular their larvae because they are the insects most commonly associated with corpses. Blowflies are usually the first to colonise a body after death, often within hours. The larval stage is the main period in which blowflies face limited food resources, when the fully grown third instar larvae stop feeding; they usually migrate in search of a place to pupate. Because blowfly pupae can provide useful forensic evidence it is important to know where the pupae are likely to be located. Methodology This study was carried out to investigate a variety of factors affecting the pupation behaviour of two forensically important species of blowfly larvae of Calliphora vomitoria and Lucilia sericata in soil. The burrowing behaviour of both species was studied in the laboratory under controlled conditions. Larvae of both Calliphora vomitoria and Lucilia sericata were used in six experiments for each condition. Principle findings The main findings were that most of the biological factors had an effect on the burial behaviour in Larvae of Calliphora vomitoria and Lucilia sericata. 1. Introduction Calliphora vomitoria and Lucilia sericata are two forensically important species of blowflies since they can arrive within few minutes (Payne 1965) or even few seconds (DeJong 1995) following corpse exposure. Because of this, the age of the oldest blowflies gives the most accurate evidence of the post mortem interval (PMI). Many other species of fly, beetle and wasp are also associated with corpses resulting in a succession of insects arriving at the body, but as they tend to arrive after the blowflies, they are less useful in establishing a PMI.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Blowfly infestations of human bodies are a natural outcome of the flies role in the environment as primary decomposers. The larval infestations are an essential component of the natural recycling of organic matter and, on human bodies; they can provide vital evidence to the timing and cause of death. Adult blowflies are well adapted to sensing and locating the sources of odours of decay, eggs are usually laid in dark and moist places such as the eyes, mouth and open sores. The eggs then quickly hatch into first instar larvae which feed rapidly, and shed their skin twice to pass through second and third instars until they finish feeding, or once the food resource has become unavailable.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  After the fully grown third instar larvae stop feeding and show no further response towards food, depending on the species the larvae leave in search of a suitable place to pupate. They may move many meters before burrowing into the soil. The larva then contracts and the cuticle hardens and darkens to form the puparium, within which the pupa transforms into an adult fly. When the fly emerges, the empty puparial case is left behind as evidence of the blowflies development. However, there are many biological factors that affect the pupation behaviour of larvae in soil. These factors include temperature, soil moisture content, soil compaction, as well as the effect of pre burial and high density. All the mentioned factors need to be considered when determining a PMI, however for many of them, little information is available. Furthermore, there are several studies on the influence of temperature on the behaviour of burrowing in larvae of blowflies such as the one done by Gomes (2009). The study of larvae burying behaviour is important to improve understanding of one of the process during larval dispersion, and to try and understand the influence of biological variables on this behaviour   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The present study was conducted to investigate factors that influence the burial behaviour in post-feeding third instar blowfly larvae of Calliphora vomitoria and Lucilia sericata to evaluate if these two species have a different pupation pattern in the different treatments. 2. Materials and Methods C. vomitoria and L. sericata were collected; one thousand and sixty of each species in the final third instar stage were used for these experiments. The soil used was John Innes No 2 potting compost; all six experiments were carried out using the main materials mentioned. 2.1. Determination of normal burial depth and how this is affected by temperature Nine plastic containers were filled with soil to a depth of 24cm and were placed in an incubator so as to allow the soil to reach the temperatures required. Three of the containers had to reach 10 °C, the other three had to reach a temperature of 20 °C, and the remainder each at 28 °C. Fifteen larvae of Lucilia were then placed onto the soil surface of each of the containers; three at 10 °C, 20 °C and 28 °C. The same was done to the larvae of Calliphora, and the time of how long it took the larvae to burrow into the soil was observed, i.e., how long is it before the first and last larva burrows down. Similarly observations were made to see whether the larvae resurface and how if they do how soon. A total of eighteen containers were then covered with muslin cloth kept firmly in position by a rubber band and left for seven days. 2.2. Determination of the effect of moisture content Six plastic containers were filled with soil to a depth of 24cm, then 100ml of water was added to three of the containers and these were labelled as moist. 500ml of water was added to each of the remainder and these were labelled as wet. The containers were then left for 40 minutes in order for the water to be absorbed, after which fifteen larvae of Lucilia were added into each of the six containers, three wet and three moist. The same was done to the larvae of Calliphora, and then the time of how long it took for the larvae to burrow into the soil was counted and all twelve containers were placed into an incubator at 20 °C. 2.3. Determination of the effect of pre-burial 1 cm of soil was added to the bottom of a plastic container, and fifteen larvae of Lucilia were added and covered with 10cm layer of soil, and this was replicated twice. Also 10cm layer of soil was added to the bottom of another container, and fifteen larvae of Lucilia were added but this time they were covered with 20cm layer of soil and this was replicated twice. The exact same was done to the larvae of Calliphora. After the larvae were buried to a depth of 10cm or 20cm, observations were made to check how long it took for the first maggot to reach the surface, and the number of larvae on the surface was counted at 15, 30, 45 and 60 minutes. All 12 containers were then placed in an incubator at 20 °C. 2.4. Determination of the effect of soil compaction Soil was compacted into six containers to a depth of 24cm, and then fifteen larvae of Lucilia were added to each of the three containers. Also fifteen larvae of Calliphora were added to the other three containers, and observations were made to check how long it took for the larvae to burrow into the soil, i.e., how long was it before the first and last larva were burrowed. All six containers were incubated at 20 °C and then left for seven days. 2.5. Determination of the effect of larval density Three plastic containers were filled with highly dense soil to a depth of 24cm, and 150 larvae of Lucilia were added to each container. The same was done to the larvae of Calliphora, and observations were then made to see how long it took for the first and last larvae to burrow down. All six containers were covered with muslin cloth kept firmly in position by a rubber band and incubated at 20 °C. 2.6. Determination of the distance moved by the post-feeding stage of C. vomitoria and L. sericata from their feeding site 500 post-feeding larvae of the two species were released on a grassland area on the Byrom Street Campus, Liverpool John Moore University, UK. After 7 days soil core samples were taken from the surrounding soil and were searched in order to locate the pupae.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  After the larvae pupated in all of the experiments, they were located and removed from the soil as follows: a line was drawn every 2cm on the side of all the containers up until a soil depth of 24cm using a permanent marker pen, after which the number of pupae found on the surface was counted and removed. Moreover, each 2cm layer of soil was then carefully removed using a spatula and placed onto a plastic sheet where it was thoroughly searched, and the number of all the pupae of all the containers of the five experiments was calculated. All five experiments were undertaken at a lab temperature of 20 °C. However, there are many biological factors that affect the pupation behaviour of larvae in soil. These factors include temperature, soil moisture content, soil compaction, as well as the effect of pre burial and high density. All the mentioned factors need to be considered when determining a PMI, however for many of them, little information is available. Furthermore, there are several studies on the influence of temperature on the behaviour of burrowing in larvae of blowflies such as the one done by Gomes (2009). The study of larvae burying behaviour is important to improve understanding of one of the process during larval dispersion, and to try and understand the influence of biological variables on this behaviour   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The present study was conducted to investigate factors that influence the burial behaviour in post-feeding third instar blowfly larvae of Calliphora vomitoria and Lucilia sericata to evaluate if these two species have a different pupation pattern in the different treatments. 2. Materials and Methods C. vomitoria and L. sericata were collected; one thousand and sixty of each species in the final third instar stage were used for these experiments. The soil used was John Innes No 2 potting compost; all six experiments were carried out using the main materials mentioned. 2.1. Determination of normal burial depth and how this is affected by temperature Nine plastic containers were filled with soil to a depth of 24cm and were placed in an incubator so as to allow the soil to reach the temperatures required. Three of the containers had to reach 10 °C, the other three had to reach a temperature of 20 °C, and the remainder each at 28 °C. Fifteen larvae of Lucilia were then placed onto the soil surface of each of the containers; three at 10 °C, 20 °C and 28 °C. The same was done to the larvae of Calliphora, and the time of how long it took the larvae to burrow into the soil was observed, i.e., how long is it before the first and last larva burrows down. Similarly observations were made to see whether the larvae resurface and how if they do how soon. A total of eighteen containers were then covered with muslin cloth kept firmly in position by a rubber band and left for seven days. 2.2. Determination of the effect of moisture content Six plastic containers were filled with soil to a depth of 24cm, then 100ml of water was added to three of the containers and these were labelled as moist. 500ml of water was added to each of the remainder and these were labelled as wet. The containers were then left for 40 minutes in order for the water to be absorbed, after which fifteen larvae of Lucilia were added into each of the six containers, three wet and three moist. The same was done to the larvae of Calliphora, and then the time of how long it took for the larvae to burrow into the soil was counted and all twelve containers were placed into an incubator at 20 °C. 2.3. Determination of the effect of pre-burial 1 cm of soil was added to the bottom of a plastic container, and fifteen larvae of Lucilia were added and covered with 10cm layer of soil, and this was replicated twice. Also 10cm layer of soil was added to the bottom of another container, and fifteen larvae of Lucilia were added but this time they were covered with 20cm layer of soil and this was replicated twice. The exact same was done to the larvae of Calliphora. After the larvae were buried to a depth of 10cm or 20cm, observations were made to check how long it took for the first maggot to reach the surface, and the number of larvae on the surface was counted at 15, 30, 45 and 60 minutes. All 12 containers were then placed in an incubator at 20 °C. 2.4. Determination of the effect of soil compaction Soil was compacted into six containers to a depth of 24cm, and then fifteen larvae of Lucilia were added to each of the three containers. Also fifteen larvae of Calliphora were added to the other three containers, and observations were made to check how long it took for the larvae to burrow into the soil, i.e., how long was it before the first and last larva were burrowed. All six containers were incubated at 20 °C and then left for seven days. 2.5. Determination of the effect of larval density Three plastic containers were filled with highly dense soil to a depth of 24cm, and 150 larvae of Lucilia were added to each container. The same was done to the larvae of Calliphora, and observations were then made to see how long it took for the first and last larvae to burrow down. All six containers were covered with muslin cloth kept firmly in position by a rubber band and incubated at 20 °C. 2.6. Determination of the distance moved by the post-feeding stage of C. vomitoria and L. sericata from their feeding site 500 post-feeding larvae of the two species were released on a grassland area on the Byrom Street Campus, Liverpool John Moore University, UK. After 7 days soil core samples were taken from the surrounding soil and were searched in order to locate the pupae.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  After the larvae pupated in all of the experiments, they were located and removed from the soil as follows: a line was drawn every 2cm on the side of all the containers up until a soil depth of 24cm using a permanent marker pen, after which the number of pupae found on the surface was counted and removed. Moreover, each 2cm layer of soil was then carefully removed using a spatula and placed onto a plastic sheet where it was thoroughly searched, and the number of all the pupae of all the containers of the five experiments was calculated. All five experiments were undertaken at a lab temperature of 20 °C. 3. Statistical Analysis The results were expressed as the mean and standard deviation (S.D). The Chi-Square test was performed to determine whether the observed frequency distribution differs significantly from the expected one. 4. Results discussion 4.1. Determination of normal burial depth and how this is affected by temperature The larvae of Calliphora vomitoria burrowed themselves deeper at a temperature of 10 °C to pupate, whereas the larvae of Lucilia sericata remained closer to the surface at the lower and higher temperatures used in this experiment. L.sericata shows normal distribution at 10 °C, however it stops burrowing at a depth of 14cm. In contrast, C.vomitoria continues to burrow to a depth of 24 but is not evenly distributed. The Chi square test was done for this experiment in order to see if there was a significant difference between the specific temperatures used as the graph didnt show clear differences. The results from the test showed that the distribution of C.vomitoria and L. sericata at a temp of 10 °C was significant ?2 (df 2) = 18.30 p>5.99, ?2 (df 2)= 17.85 p>5.99, also at a temperature of 20 °C for C.vomitoria it was found to be significant ?2 (df 2) = 6.49 p>5.99, and for L. Sericata ?2 (df 2) = 18.30 p>5.99 significant distribution. 4.2. Determination of the effect of moisture content The two species of larvae burrowed themselves up until a depth of 10cm; remained close to the surface to pupate in wet and moist soil conditions. However, the number of pupae of C.vomitoria was high in wet soil. In contrast, the number of pupae of L.sericata was high in moist soil. 4.3. Determination of the effect of pre-burial 4.4. Determination of the effect of soil compaction It is clear from the results that biological factors studied have a significant effect on the burying behaviour of the two species of larvae studied in this experiment. The rate of development of all insects is directly dependent on the ambient conditions, mainly temperature. Between upper and lower thresholds, which vary between species, the higher the temperature, the faster the insects will develop; the lower the temperature, the slower they will develop. If the ambient temperatures during the period of development are known, then the minimum PMI can be determined. Temperature affected the burrowing behaviour of larvae prior to pupation (Fig.1). At low temperatures, the metabolic rate may be markedly reduced and this could result in greater body weight and a tendency to burrow deeper in order to escape low temperatures (Grassberger and Reiter 2002) 5. Acknowledgement I would like to thank Dr Alan Gun for supporting the research reported by providing the data and equipment. I would also like to thank Dr Jeri Bird for his assistance in the data analysis. Thanks also to my lab partners and colleagues for their help and support. 6. References Clark, K., Evans, L. Wall, R. (2006) Growth rates of the blowfly Lucilia sericata on different body tissues. Forensic Science International 156, 145-149 DeJong GD. An Annotated Checklist of the Calliphoridae (Diptera) Of Colorado, With Notes on Carrion Associations and ForensicImportance. Journal of Kansas Entomological Society, 1995; 67(4): 378-385. Gomes,L., Gomes, G., Von Zuben, C.L. (2007) the influence of temperature on the behaviour of burrowing larvae of blowflies,Chrysomya albiceps and Lucilia cuprina, under controlled conditions. Journal of insect science.9, 1536-2442 Gomes, L., Sanches, M.R. Von Zuben, C.J. (2004) Dispersal and Burial Behaviour in Larvae of Chrysomya megacephala and Chrysomya albiceps (Diptera: Calliphoridae). Journal of insect behaviour 18, 282-292 Grassberger, M. Reiter, C. (2002) Effect of temperature of development of the forensically important holarctic blow fly Protophormia terraenovae (Robineau-Desvoidy) (Diptera: Calliphordae). Forensic Science international 128, 177-182 Gunn, A. (2009) Essential Forensic Biology. 2nd edition, Wiley 214-251 Payne JA. A Summer Carrion Study of the Baby Pig Sus scrofa Linnaeus.Ecology, 1965; 46 (5): 592-602. Singh, D., Bala, M. (2009) the effect of starvation on the larval behaviour of two forensically important species of blow flies (Diptera: Calliphoridae). Forensic Science international 193, 118-121 Tullis K and Goff ML. Arthropod Succession in Exposed Carrion in tropical Rainforest on Ohau Island, Hawaii. Journal ofMedical Entomology, 1987; 24: 332-339. Wooldridge, J., Scrase, L., Wall, L. (2007) Flight activity of the blowflies, Calliphora vomitoria and Lucilia sericata, in the dark. Forensic Science International 172, 94-97 Cleveland Museum of Natural History, Blow fly life cycle. Available: http://www.nlm.nih.gov/visibleproofs//education/entomology/blow_fly_life_cycle.pdf Accessed 09/01/2010

Hobbes Lockes And Rousseaus Imagination Of Social Contract Philosophy Essay

Hobbes Lockes And Rousseaus Imagination Of Social Contract Philosophy Essay Social Contract Theory, is one of the oldest philosophical theories on the origin of state .The original inspiration for this notion is said to have derived from the bible, covenant between God and Abraham and later by the Sophists in Greece, but it is mostly brought up by the writings of Thomas Hobbes, John Locke, and Jean-Jacques Rousseau. The social contract is moral and/or political obligation dependent upon a contract or agreement between the people to form society. The social contract theory has three main stages of progression, namely- state of nature, contract or covenant and civil society. These three stages provide the basic differences between the theories of Thomas Hobbes, John Locke, and Jean-Jacques Rousseau. THOMAS HOBBES THEORY OF THE SOCIAL CONTRACT Thomas Hobbes (1588-1679) was an English philosopher and political thinker. The English civil war became the back drop for all his writings. In the context of a number of overlapping conflicts Hobbes wrote various versions of his political theory, begning with The elements of Law (1630s),De Cive(1642),and Leviathan (1651).  [1]   According to Hobbes, the state of nature represented the interactions of human beings with each other in the absence of any kind of relations of political authority. In other words the state of nature represented a state of war. Hobbes believed that the human beings in the state of nature were concerned only with their desires  [2]  . The human nature here was selfish. No person was superior over the other. Hobbes further said that the desire to acquire power never ended and thus it aggravated the state of war where everyone was trying to ensure that no one will stop them from fulfilling their desires of glory. Thus creating a situation favorable for long-term projects, like farming, industry, etc. became impossible. It was a situation of continuous fear and violence. In such condition there is no place for industry, because the fruit thereof is uncertain: and consequently no culture of the earth; no navigation, nor use of commodities that may be imported by sea; no commodious building; no instruments of moving and removing such things as require much force; no knowledge of the face of the earth; no account of time; no arts; no letters; no society; and which is worst of all, continual fear, and danger of violent death; and the life of man, solitary, poor, nasty, brutish, and short. -Leviathan Such a state called for some laws to be enforced. Hence the need arose to have an authority that would enforce the laws of nature and help man to fulfill his desires in a more efficient way. This led to the signing of the Social Contract between men leading to the formation of a state as well as a sovereign. In such a state or commonwealth, as stated by Hobbes, men authorized a particular individual or a group of individuals to perform all actions. Moreover men also gave up certain rights on a condition that such rights were also given up by the entire multitude. A commonwealth is said to be instituted, when a multitude of men do Agree, and Covenant, every one, with every one, that to whatsoever Man, or Assembly of Men, shall be given by the major part, the Right to Present the Person of them all (that is to say, to be their Representative); every one, as well he that Voted for it, as he that Voted against it, shall Authorize all the Actions and Judgments , of that Man, or Assembly of Men, in the same manner, as if they were his own, to the end, to live peaceably amongst themselves, and be protected against other men. -Leviathan Hobbes sovereign had absolute authority. His judgments and actions could not be questioned as this sovereign was not a part of the social contract. Opposing this sovereign meant opposing oneself as this sovereign represented the people itself. The only right that men had against this sovereign was the right to life or self-preservation. JOHN LOCKES THEORY OF THE SOCIAL CONTRACT Initially, although John Locke (1632-1704) believed in the absolute power of the monarchy and religious uniformity, his stance changed drastically later. His changed stance is best put forward in the work Two Treatises of Government. Unlike, Hobbes for whom the state of nature is a state of war, Lockes state of the nature is the state of peace, Good Will, Mutual Assistance, and Preservation.  [3]  His theory brings out that man is a wise, sociable being who can judge the ill effects of going to war with men. It can be noted that Lockes has positive view of the state of nature and of human beings. Locke brings in the concept of private property which in all probability leads to inequalities of wealth. In order to ensure the security of the natural laws, and the inequality of wealth, man to enter into a community governed by a set of laws and the government. Locke disbelieves in censorship by the state, and says that state must exist and function separately from the people. The main goal of state is to ensure personal safety and protection of personal property rights. If it fails so he empowered people to revolt against the state, and, to go for a revolution if it abuses its authority. Hence unlike Hobbes, Lockes government is not absolute. Its powers are limited to an extent where it starts encroaching on public good. JEAN JACQUES ROUSSEAUS THEORY OF THE SOCIAL CONTRACT Jean Jacques Rousseau (1712-1778) remains one of the first thinkers to offer us a strong critique of modern social and political institutions in the name of the modern values of equality, liberty and democracy.  [4]   Rousseaus theory on the state of nature shows in progressive stages how men, from behaving like animals, transform themselves into a society. This society, according to Rousseau, is not civil at all as it gives rise to more corruption and negative feelings in Mans mind. Thus Rousseaus view point differs from Hobbes or Locke who believe in the transformation of men from the state of nature to a more civil society. Rousseau in his theory favours men in the state of nature in which they only have natural differences rather than having political, social or economic differences. But however we have no moral liberty in the state of nature, because we have not yet developed a moral sense. This moral sense can only be born in society, and we need to establish a society in which, not only do we preserve the liberty of the state of nature, but also provide the conditions for us to achieve moral freedom.  [5]  So in order to solve this problem men enter into a social contract. The new polit ical entity which is formed as a result of this contract reflects and works for the general will. This general will leads to the protection of individual liberty which as a corollary leads to the removal of economic, social and political inequality. Thus; Rousseau says; that it is only because of this general will that the sovereign is indivisible, inalienable and infallible.  [6]  Because of this people are ready to lay down even their right to self-preservation. This concept, as clearly seen, is a stark contrast to Hobbes and Lockes theory. In this way one sees that all three Hobbes, Locke and Rousseau differ in their theories of the Social Contract. All three of them start off by describing the state of nature and mans progression into civil society. But, however, the reasons which force man into such a society differ from one author to the other. This, in turn, leads them to have a contrasting view point on the powers and duties of the sovereign as well the state. Despite the differences in their viewpoints, their theories have one common thread running through them which reflects that The Social Contract is the best way to maintain peace and order. Though this end propagated by them is the same, the means and prerequisite conditions differ.

Education In Check :: essays research papers

Education In-Check   Ã‚  Ã‚  Ã‚  Ã‚  In John Holts essay, “Freedom for Children'; he discusses how children should have their own right to decide how much, when, and what to learn. Holt states that by taking children’s right to learn, we are taking a fundamental right away from them. He also states that, to adults, the right to decide what does and does not interest us is taken for granted and that we are unknowingly taking this right away from children. Holt also states that by sending children to school six hours a day, 180 days a year, for about 10 years we are limiting them. Holt concludes that children are no longer learning, but rather are taught what adults think they should know. I personally disagree with Holts on this matter. If children had the right to control their education, what would stop them from even going or learning things that could be damaging to society? I feel the have plenty of rights as it is.   Ã‚  Ã‚  Ã‚  Ã‚  Children today have many rights already in the field of education. In elementary school, no one forces them to stop learning. They can always choose to further their education, by reading perhaps. In high school, there are a variety of classes a student can choose from. All these classes can be selected to fit an individual student. Classes ranging from art and drama all the way up to advanced placement physics are at the disposal of those who want to learn. No one forces children to take these classes. Students take these classes of their own free will. Once in college, a student has the right to choose whatever major they feel fit to be in. If they don’t like that major, they can always change it.   Ã‚  Ã‚  Ã‚  Ã‚  What would happen if students were allowed to come and go as they please? All too often, students would never go to class. They would abuse their right and spend their days having fun. I have personally seen friends leave school because they don’t want to be there. If they didn’t have to be there they would not have come in the first place. There are certain things that students should know. Basic math and English skills are required jus to get by in today’s society. If these basic skills are never learned, we risk having an underdeveloped society full of uneducated people. Our world would literally crumble because we run the chance of people not knowing anything. Education In Check :: essays research papers Education In-Check   Ã‚  Ã‚  Ã‚  Ã‚  In John Holts essay, “Freedom for Children'; he discusses how children should have their own right to decide how much, when, and what to learn. Holt states that by taking children’s right to learn, we are taking a fundamental right away from them. He also states that, to adults, the right to decide what does and does not interest us is taken for granted and that we are unknowingly taking this right away from children. Holt also states that by sending children to school six hours a day, 180 days a year, for about 10 years we are limiting them. Holt concludes that children are no longer learning, but rather are taught what adults think they should know. I personally disagree with Holts on this matter. If children had the right to control their education, what would stop them from even going or learning things that could be damaging to society? I feel the have plenty of rights as it is.   Ã‚  Ã‚  Ã‚  Ã‚  Children today have many rights already in the field of education. In elementary school, no one forces them to stop learning. They can always choose to further their education, by reading perhaps. In high school, there are a variety of classes a student can choose from. All these classes can be selected to fit an individual student. Classes ranging from art and drama all the way up to advanced placement physics are at the disposal of those who want to learn. No one forces children to take these classes. Students take these classes of their own free will. Once in college, a student has the right to choose whatever major they feel fit to be in. If they don’t like that major, they can always change it.   Ã‚  Ã‚  Ã‚  Ã‚  What would happen if students were allowed to come and go as they please? All too often, students would never go to class. They would abuse their right and spend their days having fun. I have personally seen friends leave school because they don’t want to be there. If they didn’t have to be there they would not have come in the first place. There are certain things that students should know. Basic math and English skills are required jus to get by in today’s society. If these basic skills are never learned, we risk having an underdeveloped society full of uneducated people. Our world would literally crumble because we run the chance of people not knowing anything.

Appearance Vs. Reality Essay -- essays research papers

In Hamlet, one of Shakespeare's greatest plays, the young prince of Denmark must uncover the truth about his fathers death. Hamlet shows a play that tells the story of a young prince whose father recently died. Hamlets uncle Claudius marries his mother the queen and takes the throne. As the play is told Hamlet finds out his father was murdered by the recently crowned king. The theme that remains constant throughout the play is appearance versus reality. Things within the play appear to be true and honest but in reality are infested with evil. Many of the characters within the play hide behind a mask of falseness. Four of the main characters that hid behind this mask are Polonius, Rosencrantz, Guildenstern, and King Claudius. From behind this mask they give the impression of a person who is sincere and genuine, in reality they are plagued with lies and evil. Their appearance makes it very difficult for Hamlet to uncover the truth, because the characters hide behind their lies. Polonius, the king’s royal assistant, has a preoccupation with appearance. He always wants to keep up the appearance of a loving and caring person. Polonius appears like a man who loves and cares about his son, Laertes. Polonius speaks to his son with advice that sounds sincere but in reality it is rehearsed, hollow and without feeling. Poloniusgives his advice only to appear to be the loving, caring father. The reality is he only speaks to appear sincere as a politician, to look in front of the king good rather then actually be good: "And borrowing dulls the edge of husbandry. This above all: to thine own self be true, And it must follow, as the night the day, Thou cans’t not then be false to any man. Farewell; my blessing season this in thee!" Act 1 Polonius gives his son Laertes his blessing to go away, and then he sends a spy to follow him and keep an eye on him. This shows his lack of trust for anyone. He gives the appearance of a confident father who trusts his son to go off on his own, when in reality he lies about his trust for his son. This is made obviuos by the fact that he sends a spy to watch him. Polonius further adds to the theme of appearance verses reality by ordering Ophelia to stop seeing Hamlet. He lies to her telling her that Hamlet does not love her, he only lusts for her, in truth he has no idea whether or not Hamlet loves her. He says to her: â€Å"Ay,... ...is ,making Claudius a more deserving person to be king. As Claudius speaks in council he gives the appearance of someone who is a deserving person that should be king. Claudius is voted in as king meaning he is already approved by everyone. Claudius gives respect to his subjects giving the council the impression that he respects them. The king shows general concern for Hamlet, his nephew. These things make it very difficult to prove the truth about Claudius in the future for he has not only won the love and respect of council, But also possibly prevented a attack on Denmark (from Fortinbras) proving that he is good king that can protect the state from harm. Claudius makes it very difficult for Hamlet to prove the truth about the true nature of Claudius. Throughout the play, the characters all help to show the theme of appearance verses reality. Polonius, Rosencrantz (Guildenstern) and the king all appear to be good and honest. As Hamlet finds out, all contain lies and have hidden intentions within them. As each character is presented in the play all appear to be good and honest making it a difficult task for Hamlet to uncover the hidden truth about the nature of each character.

Capulet Character In Romeo and Juliet Essay

Capulet has had a dramatic change in character over the course of the book. At first, he would not dare see his young daughter get married yet. But he changed and decided that if she did not marry, she would be disowned. It is very confusing how this happens, because it is such a dramatic change in such a short period of time. At first, Capulet thinks that Juliet isn’t ready for marriage. For he believes that she is too young, innocent and immature. But saying o’er what I have said before. My child is yet a stranger in the world. She hath not seen the change of fourteen years. Let two more summers wither in their pride Ere we may think her ripe to be a bride. In this passage from Act I, Scene 2, Capulet tells Paris that his daughter is only thirteen years old, and not yet ready to be a bride. He tells him to wait two more summers until she’s fully ready to be wed. This shows the caring, fatherly side of Capulet. It shows through, because he is protecting his only child from escaping her childhood too early, and growing up too fast. He truly loves Juliet. Later in the story, in Act III, Scene 5, his point of view on this topic completely changes. He then concludes that if Juliet does not wed, she will be punished. â€Å"I’ll not wed,† â€Å"I cannot love,† â€Å"I am too young,† â€Å"I pray you, pardon me.†Ã¢â‚¬â€ But, an you will not wed, I’ll pardon you. Graze where you will, you shall not house with me. Look to ’t, think on ’t, I do not use to jest. Thursday is near. Lay hand on heart, advise. An you be mine, I’ll give you to my friend. An you be not, hang, beg, starve, die in the streets, Capulet mocked Juliet saying things that he agreed with in the past, and then threatened to throw her out on the streets if she did not marry. He went from a caring, protective father, to a father who didn’t care if his own daughter were to die. His mood change was drastic, and out of the blue. I don’t know exactly why his mood changed so suddenly, but I do know it happened, and it went downhill, not uphill. Capulet’s mood change was a big turning point in the book, because it triggered Friar’s new plan, which led to the death of the star-crossed lovers. He went from being loving, and sensitive, to brutal and irrational. He was not consistent and crossed his own words. Lord Capulet had a dramatic character change throughout the story regarding Juliet’s marriage, and it was not a good one.

Killer Joe and Gender Representations

Critical observations of unbalanced representations of gender In William Friedkin’s â€Å"Totally twisted deep-fried Texas redneck trailer park murder story† Killer Joe Freeman 1 British film theorist Laura Mulvey has spent her career using psychoanalysis to uncover pre-set molds and social expectations about gender and sexuality, to interpret classic Hollywood films. Mulvey has argued that there are three ways in which gender is represented within Hollywood cinema. First, she argues that women lack control and meaning, thus fueling their desire for the penis and power of a man.She also states that women exist as a silent opposition to the dominant man (a child-bearing subject merely in relation to). Last, this essay will argue that women are meant to carry no significance of their own but acting as merely a threatening obstacle for the male to â€Å"overcome† or re-work (Visual Pleasure and Narrative Cinema, 1975). Laura Mulvey and her views on female representa tions and gender roles within Hollywood films still prevail with fundamental relevance in modern Hollywood cinema.This essay will underline the truths of Mulvey’s observations by using William Friedkin’s violently obscene farce Killer Joe (2011) to argue that Mulvey’s article, no matter how outdated, can still be used to address prominent and modern examples of unbalanced sexual representations within Hollywood cinema. On the surface it may seem very obvious that the men have the power in this film due to how the women are represented and treated.But, as Killer Joe unfolds the question is whether it is the women with the power, or just an obvious desire for power fueled by their lack of meaning, control, and a phallus, as Mulvey has mentioned in previous years. The first man we see in the film is young and weak, wet, vulnerable, locked out of the trailer and getting violent. He is verbally demeaning towards his younger sister Dottie as if it were her fault that he is locked out, and her purpose to wake up and let him in.Dottie Smith is the first female we see, and becomes a central subject for the ruthless male – she Freeman 2 lacks authority, lacks independence, and her fetal position is an obvious symbol for needing nurturing from a stronger being. Dottie is made to appear lonesome, without companionship or passion. As she lies there, Friedkin intends to focus on Dottie’s innocent aspects, such as her belongings: dollhouses, stuffed animals, pink curtains, teen-pop heartthrobs taped to the walls, although the young woman in the bed appears to be too old for such childish decor.The second woman we see is placed directly in front of the camera by her unruly crotch. Her face appears after we become acquainted with her lower half, with makeup smeared down her cheekbones and her nipples exposed from under a thin sweat-stained shirt. The first two women in this film are polar opposites (one a fragile blonde virgin who sleeps with stuffed animals, and Sharla, an older brunette women a little too comfortable with her sexuality).This difference expresses to us that this story will focus hugely upon the different aspects of woman as a representation, and highlight that Laura Mulvey’s views on women are still incredibly relevant throughout Friedkin’s film. Mulvey also mentions that the act of looking is a source of pleasure for the male scotophil. The explicit placement of the camera exhibits these women and their features to the audience as sexual spectacles while it solicits our attention, shapes our opinions about women to make â€Å"erotic lookers† out of us, and creates an unevenly distributed â€Å"power to look† (Mulvey, 1975).The young male, Chris Smith, is hardly phased by his step mothers exposed vagina in his face because it is insinuated that he has either seen it before, seen many others like it before, or that she is so disgusting to him that her crotch means nothing to him sexually or even in regards as a human being. Chris is allowed to expose himself while urinating while Sharla yells for him to close the door. Chris’ penis is allowed to be exposed to women as a sign of power Freeman 3 and manipulation, while a woman’s exposed vagina is a sign of weakness, objectiveness, and sleaziness.After all of this, she grabs a beer from the fridge before putting any clothes on. She is an over sexualized woman, a sexual spectical, while also appearing to be very masculine in her actions, which is to assume that certain actions and characteristics of both male and female are set in stone to shape our expectations of gender in Hollywood cinema. The beer before pants, the over exposure of her body, and the way Sharla speaks to her step-son are all actions that a man might follow through with, and she does this in a way that expresses her desire for authority, for a penis like the men she obviously idolizes.Sharla and Chris physically fight as if they were both men – she desperately wants to fit into their world, but she is cast away like an unusable piece of meat once her duty to grab them beers has been filled. At thirteen minutes we see Dottie practicing Kung-Fu to a Jet Li movie on the television, which is an example of her wishing she were stronger, wishing she had the ability and the â€Å"balls† to fight against evil when in reality she is more like a play-thing for her Father, Ansel Smith, Chris and for Joe Cooper.Women lack control, yet they desire it, desire the power of the dominant male gender, and Killer Joe establishes the female characters in the same way that Laura Mulvey had expressed this view in 1975 as being an underlying representation of women throughout Hollywood cinema. Mulvey also argues that women exist as a mere childbearing relation to the male, as a silent opposition that is not a gender of it’s own, but a male-like figure lacking in its significant source of superiority: the phallus.Essentially, social constructions would argue that women are born more naturally gentle and nurturing because of their ability to breed, while men are naturally born with more acceptable aggression, enabling them to Freeman 4 â€Å"protect† their gentle mate (Media and Society 5th ed. , 350-351). Thirty-four seconds into the film we have heard a zippo lighter, purposeful footsteps, and a shotgun cocked and blast before we are shown anything, visually. From those sounds alone, the film carries a grunge-country, plaid-wearing, sweaty-man undertone that never ceases to leave the screen.An angry storm, angry pit-bull and a sloppy trailer park establish the setting of the film, forewarning us that this is a â€Å"mans† film, and is anything but clean. Ansel and Chris, father and son, are talking about Dottie’s virginity as if she has not lived out her purpose to society yet until she finally gives it up. The inheritance of Dottie’s mother Adele went t o her scumbag boyfriend Rex before her daughter, (whom we find out she tired to kill as a baby). This expresses that women will always fall to the feet of the male superior, as Mulvey has mentioned.Ansel and Sharla talk about Dottie sleeping with cowboy-in-black Joe Cooper for the first time as if satisfying him sexually will benefit the family. They force her to get a dress, look pretty, because â€Å"If she don’t know what’s expected of her, she might disappoint him! † (Sharla, Killer Joe). Mulvey’s idea that women are merely objects for childbearing is hugely represented when Dottie finally stands up for herself at the end of Killer Joe, kills her family in an act that could only come from the confidence of carrying a child and a loaded phallus.Sharla loses all invisible phallic confidence that she once had, when Joe kicks the shit out of her. Sharla never wanted kids – she was never a woman with the maternal instinct, therefore she carried no s ignificance or necessary female attributes that satisfied the man. Sharla tries to overcome the obligations of her gender by cheating on her husband with a younger man, but the photo proof of their sex life backfires on her when Joe uses her bold promiscuity against her as if it were her duty as a woman to be gentle, easily Freeman 5 anipulated, and loyal – only the men are allowed variety. Like this essay has stated, Friedkin’s Killer Joe is an obvious expression of Laura Mulvey views on the male-authoritative being objective towards women and their abilities as human beings outside of their ability to reproduce. Which brings this essay to the third statement, which emphasizes that women are meant to carry no significance of their own as a lone-standing gender, but as Laura Mulvey indicates, act as a threatening obstacle for the male to â€Å"overcome† or re-work into something acceptable, and useable.Regine-Mihal Friedman, author of educational article Invisib le Metamorphosis (2012), proves in her modern film analysis that the on-screen representation of sexual violence against women has always been a customary theme of cinematic narration, not only in Hollywood as Mulvey mentions, but within international cinema as well. Ansel Smith of Killer Joe is constantly in the â€Å"dog-house† because of Sharla. She wears the pants, carries the symbolic penis in the relationship and she likes it that way. It is her relationship with Corvette Rex that makes her feel dominated, and she appreciates both aspects of her relationships.When Sharla is with Ansel she can have the power and the penis, and while she is with Rex she is able to figuratively and literally lay back and be taken and overcome by the penis. Chris comes to live with Ansel and Sharla because of his relationship with his mother, Adele, and her empowerment over him, causing the reoccurring question throughout the film â€Å"did you hit her, again? † (Ansel, Sharla, Kille r Joe). For some reason, Chris and Ansel feel entitled to a cut of what Dottie is inherited, again, taking the power away from the phallus-longing female.Chris feels like he is getting back at his mother for everything she did to him and his sister Dottie. Instead of taking the blame for his own mistakes, every one of Freeman 6 his problems falls on Adele, and she must die because of it: active male, female problem solved. Dottie appears nude in a dream that Chris has about her where she slips her robe off to reveal her naked body, but instead of giving him sexual favors, she holds her fists up and stands in a fighter position as if to say â€Å"I am woman, hear me roar! He wakes up terrified, either because of his incestuous dream, or because a supposedly passive female is attempting to overpower his role as the active male – could be both. Again, this proves that a male audience needs to look voyeuristically to maintain power, anonymity, creating an erotic mystery to havin g seen without being seen (Mulvey, 1975). When Dottie officially becomes Joe’s retainer for the lack of payment by the Smith family, she is officially in Joe’s hands, whatever he says goes, whatever he needs and craves (including her virginity) he claims, and takes.Her body is his to construct, his to mold into something acceptable, something that fits into his life, and fits over his dominance, his penis, forever like a piece of clay. Dottie is easily pressured into sleeping with him and becomes â€Å"comfortable† in the black dress when Joe offers her flowers and a â€Å"heartfelt† story about his youth. She is no longer the feisty Jet Li wannabe that Joe once saw her as; Dottie has allowed Joe to â€Å"fix† her, to impregnate her, and to make her existence purposeful.Sharla, the overly confident manipulative whore who believes that she can do, say, get away with anything is put in her place when she makes Joe Cooper ejaculate in his pants while sucking on a KFC chicken wing held to his crotch. To overpower the women you must make her bow down to you, suck you off (suggestively), while waving a piece of chicken (your dominance) in her face. The film concludes with Clarence Carter’s Strokin’, a song that could tell you a lot about Laura Mulvey’s views on themesFreeman 7 of sexually dominated women throughout Hollywood cinema as a whole, and precisely, Freidkin’s Killer Joe. Killer Joe has taught us many things: If the women want the penis so bad, we should give it to them, that a pregnant women is a powerful women but only if she is literally holding a big deadly penis in her hands (cocked and ready to blow bullets at you), and that if you take that penis away, she is nothing but an annoying piece of KFC being waved in your face, begging for significance.Film theorist Laura Mulvey’s three views regarding a woman’s need for the male phallus, their obligation to reproduce, and that wom en are never exceptional creatures until the man makes them so, has been proven to appear in both classic and modern Hollywood cinema. William Friedkin’s obscene murder-story Killer Joe is an undeniable example of how Laura Mulvey’s ideas are still very apparent when observing unbalanced representations of gender throughout Hollywood Cinema. Freeman 8 Works CitedKiller Joe. Dir. William Friedkin. Perf. Matthew McConaughey. Voltage Pictures, 2011. Film. Mulvey, Laura. Visual Pleasure and Narrative Cinema. Screen (Society for Education in Film and Television), 16:3 (Autumn 1975): 6-18. O’Shaughnessy, M. , & Stadler. (2012). Media and Society Fifth Edition. Melbourne: Oxford University Press. (Original work published 1999) Friedman, R. -M. (2012). Invisible Metamorphoses, Studies in Documentary Film, 6:3, pp. 273–290, doi: 10. 1386/sdf. 6. 3. 273_1

Changes in the Dynamics of Pc Industry

Core Competency (CI#1) : Apple design, develop and market numerous product and service lines. They sell their products to education, consumer creative professional, business and government customers. While apple seems to display numerous products and conduct business on different segments, it is legitimate to wonder what the company is really good at? Too much diversity is exactly what crushed Apple during the John Scully days. Cannibalization (CI#2): Through January 2005, Apple has opened 102 retail stores.Although these launches are potentially beneficial, Apple stores are hurting the resellers’ business and not all of them will survive. Considering that the company’s resellers still account for more than 50% of its domestic sales, the company is facing the risk of cannibalization and might deeply suffer. High Cash (CI#3): Why is Apple holding so much cash? Having too much cash in reserve might either mean that the company does not know yet how to allocate it or that they may have some risk concerns about future potential investment.Succession (CI#4): Apple is clearly one of the handful of companies where the fortunes are seen to be intricately tied to the person in charge. The star quality and the visionary talents associated with Steve Jobs are certainly contributed to the success of the company. So the news of Jobs’ cancer surgery might lead to a succession problem and compromise the company’s future. I. CURRENT SITUATION A. CURRENT PERFORMANCE Apple achieved a solid performance for the first quarter of 2005 compared to the same quarter 2004 with strong net sales in the Americas segment (+77%) in Europe (+63%) and in Japan (+18%).The Americas segment represents approximately 47% of the company’s total net sales. The increase in net sales in the Americas, Europe and Japan was primarily driven by increased demand of the iPod and the consumer-oriented iMAC. Demand for the iBook products were especially high for the Americas, while peripherals and other hardware were more popular in Europe. The retail segment’s net sales grew to $561 million as compared to $273 million in the same period in 2004, this represents a remarkable 105% increase. B. SRATEGIC POSTURE MissionApple strives for continuous improvement in our environmental, health and safety management systems and in the environmental quality of our products, processes and services. Apple’s Guiding Principles O Meet or exceed all applicable environmental, health and safety requirements. O Where laws and regulations do not provide adequate controls, Apple will adopt their own standards to protect human health and the environment. O Support and promote sound scientific principles and fiscally responsible public policy that enhance environmental quality, health and safety.O Advocate the adoption of prudent environmental, health and safety principles and practices by their contractors, vendors and suppliers. O Communicate environmental, he alth and safety policies and programs to Apple employees and stakeholders. O Design, manage and operate our facilities to maximize safety, promote energy efficiency and protect the environment. O Strive to create products that are safe in their intended use, conserve energy and materials and prevent pollution throughout the product life cycle including design, manufacture, use and end-of-life management.O Ensure that all employees are aware of their role and responsibility to fulfill and sustain Apple’s environmental, health and safety management systems and policy. Goals O Innovation above everything else. O Increase sales in the education segment. O Produce user friendly, good appearance products to get customers â€Å"think Different† and â€Å"think Digital†. O Developing new digital lifestyle consumer, and professional software application O Investing in new products area such as rack-mount servers, RAID storage system and wireless technologies. O Provide a high quality sales and after sales support experience.Strategy Trough the design and the development of its own operating system, hardware and many software application and technologies, Apple strives to bring to its customers compelling new products and solution with superior ease-of-use, seamless integration and innovative industrial design. Apple currently focus on: O Increasing marketing and advertising investment in order to improve product and brand awareness. O Vertical growth strategy: expand the retail segment by opening more retail stores. (CI#2) O Market opportunities related to digital music distribution and consumer electronic devices, including iPod.O Implement a cost leadership strategy to keep up with the competition and be more affordable for the educational segment. O Continue to be the leader in innovation for new technology by implementing a product differentiation strategy. Policies â€Å"Employee diversity â€Å": This policy is a key component and contribut e to the success of the company. â€Å"We respect these differences and threat them as an additional value that we incorporate in the way we treat other and approach our customers. † Therefore, Apple apply that each employee is fully responsible for understanding and following this policy. Substance policy† O Apple comply with applicable substance legislation worldwide. O monitor and assess new scientific findings on the environmental impact of substances used in Apple products. O educate our supply chain partners and drive innovations within our supply chain to find alternative materials that improve environmental performance. â€Å"Product Take-Back and Recycling Policy† O Producers should provide a means to facilitate environmentally friendly recycling of their products at the end of electronic products’ useful life.O Consumers should select a disposal method for end-of-life electronics products that does not adversely impact the environment. O Governme nts should develop a legal framework and public policies to promote appropriate end-of-life management, including environmentally friendly disposal and recycling. O Materials generated from the recycling of our products should be used as feedstock for new products whenever possible. II. CORPORATE GOVERNANCE A. BOARD OF DIRECTORS The Board consists of 6 members, of which 5 are external directors: Board Member-Occupation Audit and Finance committee Nominating CommitteeCompensation Committee William l V. CampbellChairman Intuit, Inc C Ccc Millard S. DexlerChairman and CEOJ. Crew C C Albert Gore, Jr. Former Vice President of the US C C Steve JobsCEO and Co-founderApple ComputerChairman and CEOPixar Arthur D. LevinsonChairman and CEOGenentech, Inc C Ccc Jerome B. YorkCEOHarwinton Capital Corporation Ccc cc=Chairperson C=Member *Audit and committees members are used to ensure feedback and monitor implementation and compliance. Steve Jobs Co-founder of Apple in 1976, he has played an impor tant role in the development of the personal computer.He also co-founded NeXT Software, inc. and served as CEO until 1997 when NeXT was acquired by Apple. Director since 1997 and currently CEO of Apple and Pixar Animation Studios, Jobs is viewed as a key character for the company. However his strong voice and personality within the company could give him the power to sway the board. (internal) (Advantage/Conflict? ) CI#4 William V. Campbell Director of Apple since 1997, he was also the former CEO and president of Intuit, Inc. Mr. Campbell also serves on the board of directors of Opsware, Inc.His experience and knowledge in business, finance and technology might be valuable for the company, however, he is in direct competition with Apple in the sale of software such as Quickbook. (External) (Conflict) Millard S. Dexler Director of Apple since 1999, he has been Chairman and Chief Executive Officer of J. Crew Group, Inc. since March 2003. Previously, Mr. Drexler was Chief Executive Off icer of Gap Inc. from 1995 and President from 1987 until September 2002. (External) Albert Gore, Jr Director since 2003, he was a former Vice President of the United States of America.He has remained an active leader in technology, launching a public/private effort to wire every classroom and library in America to the Internet. Therefore, Gore plays a key role in the implementation of Apple’s products in the educational segment. (External) (advantage) Arthur D. Levinson Director since 2000, he has been President, Chief Executive Officer and a director of Genentech Inc. since July 1995. Mr. Levinson’s experience could benefit apple but his interest may be somewhere else. (External) (Advantage/Conflict? ) Jerome B. York Director since 1997, he is also a director of Tyco International Ltd. nd Metro-Goldwyn-Mayer, Inc. Previously, Mr. York was Chairman and Chief Executive Officer of MicroWarehouse, Inc. , a reseller of computer hardware, software and peripheral products an d he also served as a Senior Vice President and Chief Financial Officer of IBM Corporation. Mr. York’s experience in the computer industry might be a big pro for the company. (External) ( Advantage) The Board of Apple is composed of a very diverse group of professionals who bring valuable expertise in the areas of technology, biotechnology, finance, turnaround strategies, retail business management, etc.The backgrounds and current â€Å"independent† positions of these members provide a wealth of knowledge and a variety of business perspectives for Apple. However the external activities of some of the members of the board might also be a source of conflict for the company. B. Top Management & Management Style 1) Fred D. Anderson-Executive Vice President and CFO 2) Timothy D. Cook-Executive Vice President, Worldwide Sales and Operations 3) Nancy R. Heinen-Senior Vice President, General Counsel and Secretary 4) Ronald B. Johnson, Senior Vice President, Retail ) Peter Oppe nheimer, Senior Vice President of Finance and Corporate Controller 6) Jonathan Rubinstein, Senior Vice President, Hardware Engineering 7) Philip W. Schiller, Senior Vice President , Worldwide Product Marketing [pic]Vertrand Serlet, Ph. D. -Senior Vice President, Software Engineering 9) Sina Tamaddon, Senior Vice President, Applications 10) Avadis Tevanian, Jr. , Ph. D. -Senior Vice President, Chief Sofware Technology Officer C. Management Style Despite the fact that the company claims to have a partnership management style, I personally believe that Steve Jobs is leading an entrepreneurial style and highly influence the company. CI#4) III. EXTERNAL ENVIRONMENT SCAN A. SOCIETAL ENVIRONMENT 1) Political-Legal Forces O Different countries have different legislations and these in some ways restrict the companies or give opportunities to the company. O NAFTA, European Union and other regional trade open doors to market in Europe, Asia, Latin America that offer enormous potential. O Polit ical uncertainties caused by terrorism activities are directly impacting the overall business of the company. O The company relies on access to patent and intellectual property obtained from third parties.The company might unknowingly encounter infringe issues with existing patents of others. O Beatles lawsuit against the company may negatively affect the company’s reputation. O The company has to comply with the environment regulations such as environment safe disposal or recycling. 2) Socio-Cultural Forces O The computer and internet usage is growing worldwide and is a good source of opportunities for the computer industry. O Customers had become more experienced and computer literate. O Education has become a primordial issue for the new generation, which is a key factor for the company’s business. 3) EconomicO In the past year, the industry has been affected by the slow economic and that resulted in low consumer spending. However the current economy shows some sign of improvement, consumer spending and investment might increase as well. O Due to weak economic conditions, the U. S. educational is encountering large budget deficits in many states. This factor has a negative impact over Apple’s sales in the educational segment. O Sales of products that include components obtained from foreign suppliers can be adversely affected by currency exchange rate fluctuations and by international trade regulations (tariffs and antidumping penalties). ) Technology O Technology is evolving at a rapid pace today ,and people appreciate more & more advances in their systems and are switching over to new information appliances. O Internet availability and usage is growing and leads to good opportunities for the industry. O The traditional desktop might become outdated by the entrance of new revolutionary products. O Increasing demand for new technology in schools and professionals. B. TASK ENVIRONMENT Threat of New Entrants: O Medium to High – In the PC market any firm that discovers a new technology that is efficient in terms of price & performance is an immediate threat to the industry.However, Established standards, start-up costs and established brands names (Intel, Windows) are difficult to overcome for a new entrant. Threat of substitute products: O High – The new forms of Information appliance like Digital TV / HDTV Digital set- top box & Internet screen phones are gaining increasing popularity this might hamper the growth of the PC industry as a whole. Bargaining power of suppliers: O High – Since the industry is highly dependent on component suppliers, a powerful supplier could exert pressure on the market, by supplying components at a higher price to increase his profits.Since Apple is working only with few selected suppliers, the company is running at a higher risk than the average. Bargaining power of buyers: O Low – Due to high number of other suppliers in the industry the customer has the o ptions to take the cheapest and the best. Rivalry among competition: O High – Competition among the giants is fierce, everyone aiming for a larger market share ,intensive price cuts & changes. IV. INTERNAL ENVIRONMENT SCAN A. CORPORATE STRUCTURE Apple is organized along functional lines. Apple is structured primarily on a geographic basis.The company’s reporting operating segment are comprised of: 1. The Americas 2. Europe, Middle East and Africa 3. Japan 4. Other: Asia-Pacific (Australia, Asia, and the subsidiary FileMaker, Inc. ) B. CORPORATE CULTURE O Commitment to innovation and product quality O Dedication to hard work and education O Commitment to diversity and to empowering employees O Commitment to safety and conservation of the environment/energy Steve Jobs has a huge impact in the company’s culture. Since Job’s return in 1997, the company has reinvented itself with an array of different colors and styles of computers.The introduction of the Ipod and Itunes largely position the company as an innovative leader. C. CORPORATE RESOURCES 1. ) Marketing Mix a. ) Product Apple is committed to sell original, good looking products that have an easy-to-use interface. The company offers a range of personal computing products, related devices and peripherals, and various third party hardware-products. In addition, the company offers software products (Mac OS X), server software and related solution; professional application software; and consumer, education and business oriented application software.Apple has been very innovative by finding new usages for its Macintosh computer, such as desktop publishing and strong graphics/animation capabilities. The Macintosh’s functionality for managing multimedia files from cameras, DV recorder and MP3 devices has been very popular and successful. The new introduction of Apple’s iPod and the iTune has revolutionize the digital music industry. b. ) Place Apple’s operating segme nt are comprised of: O U. S. O South America O Europe O Japan O Australia. Recently Apple chose to implement a vertical growth strategy and began xpanding their own retail stores. (CI#2) The company also sells its product via third-parties dealers, or via internet through their own website or through the iTune online music stores. c. ) Promotion In 2003, Apple formed a strategic alliance with PepsiCo. The Pepsi iTune Music promotion calls for people to use the winning code found under the Pepsi’s bottle caps products to redeem songs from Apple’s iTunes Music Store. This promotion has already been successful for both companies and increased the awareness of the iTune presence in the market.In 2003, Apple also announced a marketing partnerships With America Online that are aimed at driving iTunes use deeply into the mainstream. Apple and America Online have agreed to put iTunes â€Å"buy this song† buttons next to every song that’s listed in AOL’s mu sic service, which its 25 million subscribers can access. Clicking the button will automatically launch the iTunes music jukebox and begin downloading the song; billing will be handled through the customer’s existing arrangement with AOL. Apple has a joint venture with Hewlett Packard.Apple has produced an iPod for PC users and the success of this product was a good way for the company to capture non-MAC users. The company’ also drew on endorsements from music stars. U2 singer Bono, rap artist Dr. Dre and Rolling Stones singer Mick Jagger each gave a live endorsement of the iChat videoconferencing software. Singer Sarah McLachlan also appeared live to sing several songs and to talk about how she used the iPod. In 2005, Apple Computer has initiated a partnership with Wal-Mart that will soon see the iPod shuffle featured at Wal-Mart discount locations around the country. d. ) PriceApple price is know to be above average in the industry. The company is using a differentia tion strategy and focus more on innovation, and quality. This strategy is justifying their premium prices. Lately, however, their new technology and their high cash flow allowed them to lower their price and to offer more discount to certain markets such as the education market. (CI#3) This new pricing strategy may help Apple to better compete with the non-Mac user market but might cause some issue with the brand image/recognition. 2. ) Finance The financial results for the fiscal 2004 fourth quarter ended September 25, 2004.For the year 2004, the Company reported net income of $276 million on revenue of $8. 28 billion compared to net income of $69 million on revenue of $6. 21 billion in 2003. Their net income has increased 400%! Sales to the education market grew 11 percent, bringing its highest quarterly total for that market in seven years. Apple has a strong balance sheet with a lot of cash (CI#3), their inventories have almost double compared to the year 2003. Apple short-term debt and long-term debt have been completely paid, which is a very good advantage for the company.Apple’s activity ratios are very good and improved a lot compared to year 2003. However their ROE and ROI ratios are still low compared to the industry. Income Statement Sep 04 Sep 03 Sep 02 Revenue 8,279. 0 6,207. 0 5,742. 0 Cost of Goods Sold 5,870. 0 4,386. 0 4,021. 0 Gross Profit 2,409. 0 1,821. 0 1,721. 0 Gross Profit Margin 29. 1% 29. 3% 30. 0% Net Income After Taxes 276. 0 69. 0 65. 0 Balance Sheet Sep 04 Sep 03 Sep 02 Cash 2,969. 0 3,396. 0 2,252. 0 Net Receivables 774. 0 766. 0 565. 0 Inventories 101. 0 56. 0 45. 0 Total Current Assets 7,055. 0 5,887. 0 5,388. 0 Total Assets 8,050. 6,815. 0 6,298. 0 Accounts Payable 1,451. 0 1,154. 0 911. 0 Short-Term Debt 0. 0 304. 0 0. 0 Other Current Liabilities 1,229. 0 899. 0 747. 0 Total Current Liabilities 2,680. 0 2,357. 0 1,658. 0 Long-Term Debt 0. 0 0. 0 316. 0 Total Liabilities 2,974. 0 2,592. 0 2,203. 0 Total Equity 5,076. 0 4,223. 0 4,095. 0 Ratios 2004 2003 Industry Liquidity Ratios Current Ratio 2. 58 2. 89 1. 33 Quick Ratio 2. 3 1. 44 1. 1 Profitability Ratios Gross Profit Margin 29. 47% 27. 52% 20. 43% Net Profit Margin 5. 20% 1. 11% 4. 53% Return on Equity (ROE) 8. 8% 1. 63% 20. 3% Return on Investment (ROI) 8. 8% 1. 1% 19. 1% Activity Ratios Inventory Turnover 56. 2 110. 84 81. 4 Asset Turnover 1. 2 0. 9108 1. 8 Leverage Ratio 1. 62 2. 47 3. ) Research and Development Apple consider that R&D are critical for the activity of the company. therefore, they are willing to increase investment in R&D to keep a sustainable competitive advantage in the industry. According to the company’s Annual Report in 2004: â€Å"In order to remain competitive, the Company believes that increased investment in research and development (R&D) is necessary in order to maintain and extend its position in the markets where it competes.The Company’s R&D spending is focused on delivering timely updates and enh ancements to its existing line of personal computers, displays, operating systems, software applications and portable music players; developing new digital lifestyle consumer and professional software applications; and investing in new product areas such as rack-mount servers, RAID storage systems, and wireless technologies. † New products are a necessity in this industry and seems to be a priority for Apple. New products are not always a success, though.This might explain why Apple seems to be so hesitant in investing its high cash flow into new projects, the company might be afraid by the potential failure of the outcome. (CI#3) 4. ) Operation and Logistics Apple heavily rely on third-parties in the manufacturing and logistics sector. Therefore, the company’s overall performance is greatly dependent on the performance of its distributors. In order to have more control over the quality of the buying experience, Apple has done continual effort to become vertically integ rated during these two passed years.Apple work only with suppliers that meet the criteria from their policy (involve commitment to environment, safety and diversity. ) At each period the company performs a detailed review on demand forecasts, inventory, product lifecycle status. 5. ) Human Resources Management (HRM) Apple has over 13,000 employees world wide. Apple believe that employee’s diversity is a key component for the company success. The company expects that all employee will respect the background or cultural differences of their peers.Apple offer great benefits to its employee such has competitive pay, and compensation, insurance coverage, bonuses, substantial product discount, stock purchase and saving/investment plan. The company offers all-level of position such as internship, part-time and entry-level for college student. 6. ) Information Systems Apple has encountered a substantial success by introducing a new digital music device called iPod that can store 1,00 0 songs and copy a CD in 10 seconds. The continual heavy investment in R&D allowed the company to be on the edge of new technology.Online store distribution channel has been very powerful for the company. V. SWOT/TOWS ANALYSIS A. SWOT ANALYSIS Strengths Weaknesses 1. Ease of use 2. Established in the personal computer market3. High Corporate reputation 4. Control over the product (manufacture both the computers themselves and also the operating systems which they run)5. Leader in innovation and product differentiation6. Employee diversity 7. Strategic Alliance (HP)8. Joint venture with Pepsi9. Strong Top management10. Loyal customer base11. Creative style 1. The ease of use has led to some image issues, with some business people regarding the Macintosh as a toy. . High inventory3. Distribution problems4. high prices5. Not IBM compatible, though great strides have been made in connectivity the Macintosh is not transparently compatible. 6. Declining share in educational market7. Too m any product lines Opportunities Threats 1. Internet2. Growing industry3. Creating new software markets and selling the hardware into these markets. 4. Demand for innovation5. Employee benefit programs6. Growing educational market (In both higher education and schooling, the Macintosh ease of use and low maintenance costs are attractive. )7. Music downloads from Itune 1.Very intense competition among the industry2. Price competition3. loss of market share4. Potential litigations5. Budget deficits in education6. Technological and prices discontinuity7. Potential increase in supply’s costs B. TOWS ANALYSIS SO1. Focusing on innovation and product differentiation will contribute to the customers satisfaction (S5, O3, O4)2. The diversity of the employees and the employee benefit programs contribute to the high corporate reputation (S3, S6, O5)3. Joint venture with Pepsi and strategic alliance with HP respond to the demand for music download. S7, S8, O7) WO1. The growing educational market should increase Apple’s market share in this segment (W6, O6)2. The growing industry should allow the company to decrease prices (W4, O2) ST1. The high corporate reputation might suffer from the potential litigations. (S3, T4)2. Strong management might overcome the potential litigations. (S9, T4)3. Focus on innovation and product creative style might offset the low prices of competitors. (S11, T1, T2)4. Innovation will depend on the technological -prices conditions and changes. (S5, T6) WT1.The image issues concerning the ease of use of the machine might contribute to the loss of share. (W1, T3)2. The discontinuity in technology and prices might create some forecasting problems, which could result in excess or shortage of inventory. (W2, W3, T6)3. Competition might take advantage of Apple’s high price. (W4, T1, T2)4. Apple’s high price might lower the amount of educational contracts (W4, T5)5. Not being IBM compatible might lead to loss in market share ( W5, T3)6. The broad product line might be endangered by the technology and prices discontinuity. (W7, T6) VI.STRATEGIC ALTERNATIVES AND RECOMMENDED STRATEGY A. STRATEGIC ALTERNATIVES 1. ) Turnaround The company could stop the expansion of their own retail segment in order to maintain a healthy relationship with its third-party distributor and avoid lawsuit. This strategy would also reduce the risks and costs tied to the stores investment. Apple could use its high cash to implement a product development strategy within the market segment they are currently serving. The company could also keep selling its products at a premium price in order to maintain the company’s reputation as an upscale and innovative brand.PROS O Improve relationship with resellers. (CI#2) O Reduce risks O The allocation of the high cash into a product development strategy might ultimately increase the revenue of the company(CI#3) O The premium price might be profitable and the upscale image brand of the company is respected. CONS O No control over the quality of the buying experience procured by the third-party distribution (CI#2) O Potential loss of market share because of the premium selling price O Broad product lines might lead to confusion and extra overhead costs. (CI#1) 2. ) Pause and Proceed with CautionIn the Annual Report for 2004, the company saw an increase in revenue and profitability. The introduction of iPod or Itune items have largely contributed to the company’s successful year. The retail segment growth has increased the brand awareness of the company but has led to some conflicts with the resellers. This strategy has to be taken with caution because Their lower price strategy is allowing the company to attract some non-Mac users. During the mid of this year (2005), the company could consider to primarily focus on: the music segment market and the education segment.Apple could also implement a succession plan for the eventual departure of Steve Jobs. The co mpany’s growth strategy has to be taken with caution and compromises with resellers have to be done. PROS O Good financial results O More control over the quality of the buying experience (CI#2) O Better brand awareness O Less confusion among core competency. (CI#1) O Sufficient cash flow to support the discounted prices. (CI#3) CONS O Cannibalization risk is still present (CI#2) O The low prices might discredit Apple’s upscale brand image. 3. ) Vertical GrowthThe company could decide to do a forward integration, by expanding its own retail store. Apple could use its high cash to finance this investment. The stores are a critical way to leverage Apple’s brand and showcase newfangled digital wares to affluent consumers. PROS O Total control over the quality of the buying experience (CI#2) O High cash can support the investment for the retail segment (CI#3) O Better brand awareness CONS O Dissatisfaction of the resellers(CI#2) O Potential loss of revenue due to ca nnibalization (CI#2) O The high cash investment is risky, and might have been allocated in a more safety way. CI#3) B. RECOMMENDED STRATEGY Pause and Proceed The last fiscal year has seen improvement for Apple. Profits have increased and the focus has been on innovation, especially in the music segment market. Using the high cash to implement a price strategy appears to be a good idea to compete with the non-Mac users. (CI#3) The brand image might slightly suffer from this strategy, therefore marketing incentive should be increased in order to sustain Apple’s reputation for high quality and innovative products. The retail segment growth should be implemented with a lot of caution.Apple needs to ease the pain of the resellers by coming up with programs to encourage these longtime partners to help it accomplish goals it can’t achieve on its own. (CI#2) Apple should also primarily focus on the music segment market and the educational segment market in which they have good opportunities. This focus would allow Apple to be more competitive and profitable. (CI#1) Least but not Last, the company should prepare a succession plan in response to the eventual departure of Steve Jobs. (CI#4) VII. IMPLEMENTATION A. WHO? The top management should narrow their focus to two market segment. B. WHAT?Apple’s core competency should focus on the music segment market and the educational segment market in which they have good opportunities. (CI#1) C. HOW? The company has to invest more into these 2 segments and cut some product lines that are not very profitable to the company. D. WHO? As Steve Jobs initiated, the company should keep focusing on a price strategy E. WHAT? By lowering the prices, the company will be able to be more competitive and increase market share. F. HOW? The company can use its high cash to support discounted prices. (CI#3) G. WHO? The top management should decide to expand the retail store. H. WHAT?Improve the quality of the buying experie nce by having control over the salesperson and collaborate with the resellers. (CI#2) I. HOW? The company can use its high cash to invest in the retail store expansion. The company should also tightly work with the resellers by supporting them through programs and bonuses. (CI#2) (CI#3) J. When? During mid 2005. K. HOW MUCH? The Company’s current strong financial condition and low debt-to-equity ratio will provide the means to accomplish these implementation initiatives in the short-term. In the long-term these measures will be well worth the cost in increased revenue and market share.L. WHO? The board of directors and the top management should prepare a succession plan. (CI#4) M. WHAT? The company has to deal with Steve Jobs eventual departure. N. HOW? Steve Jobs has to delegate some of his power to the top management and he should also implement some training programs. Tim Cook might be a good potential successor. (CI#4) P. WHEN? Right now. VIII. MAINTENANCE AND CONTROL A. The company’s strong financial position should allow the implementation of the strategies stated above. However the investment related to the retail segment growth is very costly and might be risky.Therefore, the company should: O Increase gradually the opening of retail stores. O Assess performance by having Finance and Marketing reviewing â€Å"the numbers â€Å"monthly†. O Spot and immediately address any negative trends The top management should periodically visit stores and gather feedback from line employees. They should also gather feedback from resellers to address expansion issue. B. The company’s focus on the music segment market and the education segment market has to be tightly monitored. O Top management should evaluate on a weekly basis overall performance. Revenue, Profit, ROI) O Feedback forms should also be given to customers to maintain good relations and to spot market trends early. Works Cited 10-Q for Quarterly Period Ended December 25, 200 4 http://www. apple. com/investor/ Apple Governance http://www. apple. com/investor/ Apple Financial Analysis http://www. hoovers. com/ Diverse Articles on Apple http://www. businessweek. com Leave a Reply You must be logged in to post a comment. VISION STATEMENT â€Å"Man is the creator of change in this world. As such he should be above systems and structures, and not subordinate to them. † Explanation of visionApple lives this vision through the technologies it develops for consumers and corporations. It strives to make its customers masters of the products they have bought. Apple doesn't simply make a statement. It lives it by ensuring that its employees understand the vision and strive to reach it. It has put systems in place to enable smooth customer interaction. It has put objectives in place to continuously move forward; implemented strategies to fulfil these objectives; and ensured that the right marketing, financial and operational structures are in place to apply t he strategies. MISSION STATEMENT Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and internet offerings. † Page 15 of 54 [pic][pic][pic] The PC Industry We can glean Insight into the history and composition of the PC Industry from its eponymous title. In the late 1970s, as Wozniak and Jobs were starting Apple computer, personal computers were an emerging product. The following chart (Reimer) gives an overall view of the major market players since the mid-1970s. PC Share of Market 0% 10% 20% 0% 40% 50% 60% 70% 80% 90% 100%Year 1976 1978 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 ShareofMark et IBM SOM Apple II SOM Mac SOM Amiga SOM C64 SOM TRS 80 SOM By 1983, the market share of the Apple II fell to 8% while the PC had 26%. Market share of Macintosh peaked at slightly more than 10% in the early 1990s and has since tapered to between 2-3%. The IBM PC and its clones became the standard due to the success of the open nature of the PC. This allows product developers to offer vastly more products for the platform. Some argue that not licensing the Mac OS was a mistake.Bill Gates and Microsoft were encouraging Apple to license their OS in the early 1980s, because they were developing software for Apple and had much riding on the success of the company. When Apple did not license, Microsoft began developing their operating system, Windows. (Linzmayer, 169-75, 245-9) Page 16 of 54 [pic][pic][pic] The Online Music Industry While Apple clearly dominates the online music industry, the battle for domination is not over. Although digital music sales are growing rapidly, the Recording Industry Association of America (RIAA) states that digital sales account for only 4% of all music sales. Borland) Analysts at Forrester (Bartiromo) and Gartner (Bruno) validate this. Apple’s sales are between 66% and 75% of d ownloads and 80% of music players. (Bruno) Apple is part to a suit alleging monopolistic practices concerning their market share dominance of players and downloads. (Grundner) The other players in the download market are (the revised) Napster, Yahoo Music, Rhapsody, and illegitimate file-sharing services. Portable music players competing with the iPod include those made by Creative, Samsung, iRiver, and Sony.A major point of contention between these services and player manufacturers is the control of a variety of incompatible Digital Rights Management (DRM) schemes. The Future of Apple Personal Computers – A Shift in Strategy Apple has historically taken a far different path than the traditional Windows and Intel combination. Microsoft provides the Windows operating system to separate downstream hardware producers such as Dell. Apple vertically integrated both the operating system software and hardware completely under Apple.A consumer running Microsoft Windows can choose fro m a myriad of systems based on the Intel processor, while a consumer running Apple’s OS X must purchase Apple hardware. Page 17 of 54 [pic][pic][pic][pic] Apple is adjusting this strategy by migrating their microprocessors from IBM and Motorola PowerPC to Intel. Analysts believe that the Intel-based Macintosh may be able to run Microsoft Windows applications by the end of 2006. (Burrows) In addition to switching processors, Apple positioned their computers as an immediate option for the traditional Microsoft Windows user.With Apple Boot Camp, users may now use Mac OS X or Windows on an Apple computer. (Sutherland) Figure 1: Apple Boot Camp – Allowing Mac OS X or Windows By allowing users to run Windows on an Intel Mac, Apple reduced the switching costs for traditional PC users. Apple may steal away customers that are willing to pay a premium for a system that runs both Windows and Mac OS X. Figure 2: IBM PowerPC Processor, Intel Processor Core Duo / Pentium M Page 18 o f 54 [pic]Apple continues to retain a strategic option to license its technology to clone makers such as Dell.Past attempts at licensing Apple technology (to IBM, Gateway, and others) failed on accord of Apple’s rigid demands. Many technology leaders (such as a 1985 letter by Bill Gates to Apple CEO John Sculley) criticized Apple for keeping a closed architecture. Apple cofounder Steve Wozniak criticizes this strategy, â€Å"We had the most beautiful operating system, but to get it you had to buy our hardware at twice the price. That was a mistake. † (Linzmayer, 245-57) Whether Apple would be willing to pursue this reversal of vertical integration is unclear.Although such a move would cannibalize a portion of Apple’s own hardware sales, it would also provide royalty-based revenue that could approach $1 billion annually. (Burrows) Jobs traditionally sided against licensing Apple technology. He referred to Mac clone producers as â€Å"leeches† and he person ally killed Power Computing (a Mac clone producer) by terminating their license in 1997. (Linzmayer, 255) Apple in the Living Room Apple’s iPod and iTunes are a powerful combination that fosters a network style of increasing returns. (Barney, 124) By selling iPods, Apple increases the consumer demand for music from iTunes.By placing more musical choices on iTunes (including less popular songs that appeal to niche audiences), there is more demand for iPods. Apple had 70% of the legal music download market in early 2005. (Yoffie) Apple is shooting for the digital living room of the future. For example, Apple just released a â€Å"boom box† portable version of the iPod. This iPod (the iPod Hi-Fi) comes with a remote control. Instead of forming a strategic alliance, Apple engineered the iPod Hi-Fi and designed it with high-fidelity features. (Burrows) Apple is clearly trying to develop a stronger core competency in the entertainment area.Page 19 of 54 [pic][pic] Figure 3: The Apple Hi-Fi Apple may also release an Apple-branded cell phone and iPod combination device by the end of 2006. (Burrows) This product would again position Apple as a â€Å"second mover† responding to Palm’s Treo and Verizon’s VCAST technology. Strategic Alliances and Entertainment Jobs had the early strategic vision to complement computing with movie entertainment. After founding NeXT, he personally acquired a majority interest in the young movie company Pixar in February 1986. (Linzmayer, 219) Jobs went on to invest ? of his personal wealth into Pixar.In 1995, Pixar solidified its position within animated movies with the debut of Toy Story. Grossing $358 million worldwide, it became the 3rd-largest grossing animated movie in history. (Linzmayer, 222) After this success, Jobs took Pixar public and negotiated far better terms with Disney. Later successes included Toy Story 2, Monsters Inc. , and Finding Nemo. Ironically, Jobs stated in the November 23, 1998Bu siness Week, â€Å"I Think Pixar has the opportunity to be the next Disney – not replace Disney – but be the next Disney. † (Linzmayer, 222-4) The alliance between Pixar and Disney has remendous potential for economies of scope. As CEO of Apple and Disney’s largest shareholder, Jobs is the strategic link between Disney, Page 20 of 54 [pic][pic] Apple, and Pixar. Opportunities include combining the animated movie expertise of Disney and Pixar, as well as sharing the content of Disney’s ABC or ESPN networks over Apple’s digital offerings. (Burrows, Grover, and Green) A current example of the fusion between Disney, Jobs, Apple, and technology is video on the iPod. Disney’s Desperate Housewives was one of the first television programs available for purchase and download to the newer video-enabled iPod.There are concerns about whether these synergies will come to fruition. There are fears that the personality and style of Jobs may conflict with Disney, and that Disney CEO Iger could be â€Å"Amelioed† — driven out of office by Jobs in a manner similar to how Jobs drove Amelio out of the CEO post at Apple. (Burrows, Grover, and Green) EXTERNAL ANALYSIS Technological Environment Brand Awareness – Style at a Premium Apple’s products are trendy and stylish. After Jobs returned in 1997, Apple retained designer Jonathan Ive to differentiate their computers from the typical beige box.Ive’s design of the iMac included clear colorful cases that distinguished Apple computers. (Linzmayer, 295-6) Apple’s iPod (with the trademark white ear buds and simple track wheel) commands a 15%-20% premium over other MP3 players. (Yoffie) Apple and Pixar limit the number of computer products and movies that they sell. Product differentiation with focused quality and style also extend to the Jobs Pixar – â€Å"Pixar's executives focus on making sure there are no ‘B teams,’ that ev ery movie gets the best efforts of Pixar's brainy staff of animators, storytellers, and technologists. † (Burrows, Grover, and Green) Page 21 of 54 pic][pic][pic][pic][pic] Figure 4: The Stylish Design of the iMac and Mac Mini Apple positions its Macintosh computers as higher quality and higher price. HP, Dell, and other PC manufacturers are pricing many systems under the $1,000 threshold. â€Å"Apple is struggling to meet demand for its new MacBook Pro laptop despite a $1,900 price tag that is nearly twice that of garden-variety rivals. † (Burrows) Apple has only recently entered the low-end (below $500) consumer market with the Mac Mini. Although the Mac Mini is a base model with few features, it comes encased in a very small and distinctive package.Apple portrays this computer as â€Å"Small is Beautiful†. (Apple) Likewise, the iPod Shuffle was Apple’s first entry into the lower-end ($100 range) of flash- memory-based portable music players. Interoperab ility Although Apple competes directly with Microsoft for operating systems, the release of iTunes for Windows in 2002 was a key strategic move. This decision expanded the potential customer base to nearly all personal computer owners, even though Apple only has 2%-3% of all personal computer sales. (Yoffie) Conversely, Apple depends on Microsoft for a version of Microsoft Office.As the most widely used office suite of applications, Macintosh users rely on Office to correspond with companies that standardized on Windows. This is from a strategic alliance between Apple and Microsoft after Jobs returned in 1997. (Linzmayer, 290) Page 22 of 54 [pic][pic][pic] Apple’s iTunes service has a technological hook (asset specificity) to Apple’s iPod. Although versions of iTunes exist for both Apple and Microsoft operating systems, the iTune’s AAC file format prevents other portable music players (such as iRiver or Samsung) from playing purchased songs. (Yoffie) Technology and the Digital LifestyleApple not only dominates the music player market, its iLife suite provides consumers with easy-to-use software for music and video composition. With â€Å"podcast† a household word, Apple’s Garage Band application makes the recording of podcasts and music very easy. (Boddie) Figure 5: The GarageBand Music and Podcast Application Page 23 of 54 [pic][pic] Regulatory Environment While introducing new technologies, there is a persistent threat of legal action by competitors. For example, Apple sued Microsoft in 1988 (settled in 1997 for an undisclosed amount) for perceived similarities between Microsoft Windows and Macintosh audiovisual works. Linzmayer, 172-4) Microsoft has generally been the focus for government antitrust charges (such as U. S. v. Microsoft) (US DOJ, 2006). Both federal and state governments assert that Microsoft’s dominance blocked fair competition within the software industry. This is an advantage for Apple, because its operating systems are a viable substitute for Windows. Furthermore, Microsoft’s continued support for Office for Macintosh reduces the perceived level of market monopoly and abuse. (Linzmayer, 290-1) Manufacturers will continue to trespass on Apple’s intellectual property.For example, the company tex9 released an open source music program called xtunes that was very similar to iTunes. In 2002, Apple took legal action against tex9, who then altered the program and renamed it sumi (pronounced, â€Å"sue me†). (Linzmayer, 300) Legal threats can surface from somewhat unusual sources. Apple Corps Ltd. is the London-based company that owns the rights to the music of the Beatles. Paul McCartney and Ringo Starr recently sued Apple over the use of the Apple logo in iTunes, claiming that it violated Apple’s agreement not to produce music under an apple-based logo. Associated Press) Research and development is a key component to Apple’s sustained competitive advantage. Apple is currently taking legal action against several popular technical web sites for releasing proprietary product research. Sites such as appleinsider. com have allegedly posted verbatim content from documents protected by employee non-disclosure agreements. Page 24 of 54 [pic][pic][pic] (McCullagh) Release of critical insider information could give Apple’s competitors a jump in producing rival products. Industry Analysis Using Porter’s Five Forces ModelApple operates in two primary industries: †¢ Computing – Hardware and Software †¢ Delivery of Entertainment and Media Apple has always been under intense competition within the computer, software, and entertainment industries. â€Å"Looking to 2005†¦ Every time that Apple had jumped into the lead in a product category during the past two decades, it had had difficulty in sustaining its leadership position. † (Yoffie) We use Porter’s Five Forces Model to understand why Ap ple’s industries are so competitive. Figure 6: Porter’s Five Forces Model Page 25 of 54 Threat of New Entrants Bargaining ower of Suppliers Threat of Substitutes Bargaining power of Buyers Level of Threat in an Industry [pic][pic] Figure 7: Summary of Industry Threats (Computer Equipment and Entertainment Distribution) Type and Severity of Threat Organization Examples Entry – High Threat Verizon Streaming audio and video with V CAST. Amazon On demand online services to purchase music (similar to iTunes). Google They make everything. The â€Å"Next Google† New entrants with disruptive technology. Rivalry – High Threat Microsoft Windows Operating System, Windows Media Player for playing music and video.Linux Competition to Mac OS X Operating System. Napster, Rhapsody Online music sources – alternatives to iTunes Music Store. Dell, HP, Lenovo Alternate sources for computer hardware. iRiver, Samsung, Creative Small, stylish MP3 Players. DreamWor ks Animated movies. YouTube. com Online video. Substitutes – Moderate Threat XM, Sirius Satellite Radio for music. XBox, PS2 Entertainment Media, Media and Music. Various Internet Streaming Radio and Podcasts. Music CDs, DVD- Audio and SuperAudio CD Alternative means to acquire music. Broadcast, Cable, Satellite, NetFlix, TiVo, TheatresAlternative sources for video. Suppliers – High Threat Motorola, IBM, Intel, Samsung Suppliers of Processors and computer memory. Microsoft Strategic Alliance / Supplier of Office for Mac. The Big Five – BMG, EMI, Sony, Universal, and Warner Sources of music. Will they raise prices and break the dollar per song model? Some in the record industry resent Apple’s distribution model. â€Å"Apple reaps billions from selling its hit music player, but there are sparse profits from the songs being sold over the Net. † (Burrows, Grover, and Green) Disney, ABC, NBC, CBS, Fox, Pixar, SonySuppliers of Television and Movies. Will they sign exclusive contracts with other online services? Note that this threat is reduced for Disney / Pixar. Buyers – Moderate Threat Consumers and Illegal peer-to-peer file sharing Consumers share music using peer-to-peer networks without paying for music. Distributors Apple retailers may pressure for lower prices or better terms. For example, the release of the Apple Store in 2001 â€Å"infuriated longtime independent Apple retailers that didn’t appreciate Cupertino cannibalizing their sales. † (Linzmayer, 300) Consumer Attitudes and BehaviorsConsumers or businesses may reduce spending on personal computers or non-essential (potentially high elasticity of demand) music players if they fear economic downturns. Consumer Refresh Consumers and businesses may continue to use previous-model iPods and Page 26 of 54 [pic][pic] Cycles Macs rather than upgrade to current iPods, iMacs, or OS Page 27 of 54 [pic]The total industry threat for the industry space that Appl e occupies (computer equipment and distribution of entertainment) is a high threat industry. Apple must continue to pursue product differentiation (i. e. he style and ease-of-use of an iPod) and economies of scope (i. e. offering ABC television shows on iTunes) to maintain their sustained competitive advantage in this industry. Which External Threats are Most Significant †¢ Computer Hardware and Software: Open Source software such as the Linux Operating System and Open Office applications threaten both Apple and Microsoft. The low (often, free) cost of the software may allow it to overtake Apple and Microsoft, especially in developing markets such as China. †¢ Music Products: Major online retailers such as Amazon are considering entry into the online music market.With a wide internet presence and a household name, Amazon could present a formidable challenge to Apple. If the major record labels (Universal, Sony BMG, EMI, and Warner) negotiate better terms with new competito rs to iTunes, Apple may be unable to provide some of the music content that they currently offer. The major music labels dislike Apple’s dollar per song pricing. They would prefer to earn higher profits with â€Å"variable pricing†. (Wingfield) With variable pricing, the most popular songs would be greater than $1, and less popular songs would be less than $1.Although the labels recently renewed their contracts with Apple, there may be provisions that allow future changes in the pricing model. (Wingfield and Smith) †¢ Suppliers: The recent shift to Intel processors could present a significant threat to Apple. With only two companies (Intel and AMD) producing Intel-compatible processors, there is a strong potential for tacit collusion and oligopoly power between these suppliers. Apple purchasing must now directly compete with HP, Lenovo, and Dell. If shortages or Page 28 of 54 [pic][pic] exclusive agreements materialize, Apple could face problems with obtaining raw materials.Apple should consider additional sources such as Advanced Micro Devices (AMD). Figure 8: CPU Market Share Additional External Threats Security Apple software, like all large software products, has security vulnerabilities that hackers may exploit. A significant exploitation in the future could damage many businesses and households using Apple computers. This would affect future customer purchasing decisions. Apple enjoys a competitive advantage, because their OS X is mature and stable due to its basis on BSD Unix. In fact, â€Å"computer security folks back at FBI HQ use Macs running OS X†. (Granneman) Page 29 of 54 pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic][pic]Ads by Google |Free Whitepaper | |Gain competitive advantage | |using predictive analytics | |www. sas. com/uk/retail | |SPSS Predictive Analytics |Learn To Use Predictive Analytics | |In This Free SPSS Whi te Paper. | |www. cognos. com/SPSS_analytics | |SWOT Analysis Diagrams | |Easy SWOT Diagram Software | |See Examples. Free Download! | |www. SmartDraw. com | pic][pic][pic][pic][pic][pic]A Strategic Analysis of Apple Corporation DownloadPrintMobileCollectionsReport Document Report this document? Please tell us reason(s) for reporting this document Top of Form [pic] [pic] [pic]Spam or junk [pic]Porn adult content [pic]Hateful or offensive If you are the copyright owner of this document and want to report it, please follow these directions to submit a copyright infringement notice. 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[pic] Info and Rating Reads: 46,219 [pic] Uploaded: 02/09/2009 Category: School Work Rated: pic][pic][pic][pic][pic](28 Ratings) course information [email  protected] com inc analyse strategy summary macintosh computers organisational objective (more tags) course information [email  protected] com inc analyse strategy summary macintosh computers org anisational objective avac strategic control business activities term strategy industries case profitibility economic relative ideas (fewer) Follow mahantesh123 [pic][pic][pic][pic][pic][pic][pic][pic]Sections show allcollapse « prev | next  » †¢ EXECUTIVE SUMMARY †¢ HISTORY OF APPLE †¢ The PC Industry †¢ The Online Music Industry The Future of Apple †¢ Apple in the Living Room †¢ EXTERNAL ANALYSIS †¢ Technological Environment †¢ Interoperability †¢ Technology and the Digital Lifestyle †¢ Regulatory Environment †¢ Industry Analysis Using Porter’s Five Forces Model †¢ SWOT Analysis †¢ Threats †¢ Financial Analysis †¢ Stock Price Performance †¢ Profitability Measures †¢ Product Unit Sales †¢ 2002 Product Sales †¢ 2005 Product Sales †¢ Strategy †¢ Product Differentiation †¢ Strategic Alliances [pic]Share & Embed Related Documents PreviousNext 1. 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[pic]Recent Readcasters Add a Comment Top of Form [pic] [pic] Submit Characters: 400 [pic] [pic] Bottom of Form 0137984613 left a comment iryani_70 03 / 13 / 2010 Reply natasha100 left a comment aw esum report-thanx !!!!!!!! -but just tel me how 2 download it? 03 / 02 / 2010 Reply queenouchka left a comment great report, please how to download? 02 / 24 / 2010 Reply BrianCMasi left a comment is reading Thanks for this.Your work helped guide me in completing my analysis of the company. 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