Depiction of teenagers in magazines Essay Example

Portrayal of young people in magazines Essay Example Portrayal of young people in magazines Essay Portrayal of young people in magazines Essay The media is an exceptionally amazing manner by which one people view can be appeared to a huge number of individuals. Composing, film making, workmanship, music and news coverage can challenge your perspectives about being a piece of British society and the jobs the individuals play in it. Theres a little Quote I like to include The medias the most impressive substance on earth. They have the ability to make the honest blameworthy and to make the liable honest, and that is power. Since they control the brains of the majority Introduction Do the media illustrate young people? Adolescents are extremely intrigued by entertainers on the T.V or Pop stars and companion pressure is additionally immense factor. Adverts appears on the T. V, dazzle youngsters to purchase costly and configuration garments or game wear or compensate for young ladies. All the young people need to look cool, design style and attempt to intrigue young men or young ladies. The youngsters go over Media e. g. T. V, Internet, Radio, Magazines, Bill sheets and Leaflets and they are indicated them by savagery, incredible, quality, discourteous, diverting schools or school, violating the law, become inebriated, get include in illicit things and most things that they have heaps of certainty. Adolescents imagine that they are generally ground-breaking in Politics and they can make the young people to be productive members of society in the nation and furthermore they feel that can do anything they need, particularly the young men since they are lively, they need to be a hoodlum to dazzle or to get the young ladies. The young men imagine that they should have a sweetheart at 15 years old. Primary body In my sentiment in media I feel that youngsters are distorted in light of the fact that in the Magazine they offer thoughts on how you should look and how you can draw in young men and young ladies. At the point when the adolescents read it, they wont follow what the book or magazine says and they simply follow their own specific manner and in their day by day lives, youll see none of them like what the Magazine article says. Weave Geldof is the person who hits out at youngster magazines, he doesnt need a magazine about how to get young ladies/young men, being a tease and that's just the beginning. He needs these sorts of magazines to stop since he has a 3 adolescents little girls and he stated, Its too sexual data for youthful young people youngsters. Bounce Geldof analyzes these magazines to pedophiles due to the sexual substance. Two of the statements that Bob Geldof stated, Are they any less hostile than a multi year elderly person going to and multi year old and saying I am going to converse with you about sex, And If such a discussion occurred, you would see it as sold, most likely illicit and surely Predatory. The journalists or the media guess Bob Geldof is known for being frank. Weave Geldof went tot the media itself to tell his assessment, when he went to BBC software engineer Grumpy elderly people men, in this modified he conceded that he had not prohibited the magazine from his home however he was as yet offended to see their substance. The beneficial things about the magazine are they tell loads of guidance s that you dont need to converse with your family about sex. It additionally has a youngster helpline with them, so at whatever point they need assistance about sex they can ring this kid helpline, so they will offer great responses to adolescents to comprehend about sex. The terrible things about the magazine are its too sexual data and its not suitable for youngsters. It has the words that the young people dont need to learn. Theres no helpful thought or guidance for young people. They were discussing how to be hot or how to do sex and furthermore they made the youngsters to consider sex. In Cosmo young lady title page the kind of composing it had for young ladies. You can guess by the words, textual styles (diverse assortment of writing) in strong shading lastly the format, when I mean design 1 mean is the thing that kind of textual styles they use. Textual styles like striking, Italic, size of composing and the various assortments of text styles e. g. Times new roman. They likewise utilize casual language e. g. EEK! That is for the young ladies who wear a great deal of garments, put a ton of make up and young ladies is who attempt to pull in young men and play with them. Straight away you can say this magazine for young ladies. (You can tell this by the title: Cosmo young lady) and furthermore on the intro page there is a mark saying Rachel Bilson that isnt actually her mark since like I said theres various assortments of text styles. At long last that I can tell this title page its for young ladies I that the shading they utilize blue and pink, theyre both essential shading inside the Cosmo Girl it will simply discuss style, how to draw in the young men and the sky is the limit from there. In Channel U video, the youngsters were wearing some alluring garments (criminal or style) to intrigue the young ladies. Like e. g. the manner in which they sing and move their moves like a downright awful person, a portion of their moves were explicitly to the young ladies. Its like a hoodlum; they were worn out to be a criminal. They were drawing near to the young ladies by Dance, contacting them. The young people would truly appreciate this since its got a rap which is resemble a criminal, when the youngsters watch hoodlum kind of rap/tunes they all go hyper and act like theyre cool and solid and furthermore its explicitly unequivocal, uncovering attire for the young ladies, provocative, docile, forceful style of shooting, brutality, the manner in which they move, non-verbal communication, hoodlum perspectives and fierce. In the Sketchers adverts there were two sorts of adolescents who were focused on female and male. At the point when the young ladies took a gander at the adverts they would think on the off chance that we purchase these mentors we will feel like the young lady on the image. The young lady on the image looks agreeable, attractive, loose and uninvolved. On the opposite side young men perspective about the sketchers adverts is entirely unexpected from the young ladies perspective. At the point when the young men take a gander at the advert theyll believe that theyll turn all dynamic, solid, attractive, prepared for anything and is control of themselves and others. The non-verbal communication resembles forceful, extreme and solid and shape body. The non-verbal communication gives you that they flaunting their body and qualities. The sound system types are not all evident on the grounds that not all the young men on the planet arent like that and furthermore it makes you look like youre progressively dynamic.

Intellectual's in chekov's work Essay Example | Topics and Well Written Essays - 3250 words

Scholarly's in chekov's work - Essay Example He is unobtrusive and calm, much the same as a girl!... He's basically superb. The diaries f Maxim Gorky give us a humble and delicate and virtuous Chekhov, unrealistic. Actually, not through and through obvious, as indicated by Donald Rayfield's ongoing memoir f Chekhov. Rayfield gives us the verifiable truths - the kid who lived in neediness, whose father was overbearing, who turned into the provider f his more distant family by working at two livelihoods (specialist and author), who at the age f 24 started spitting blood, the principal sign f the tuberculosis that would guarantee his life 20 years after the fact, the specialist who treated poor laborers without accepting compensation, who visited corrective provinces to recuperate or support plague casualties, the well known essayist f short stories and plays- - yet he likewise discloses to us f Chekhov's hardness when he attempted to secure his protection and f Chekhov's numerous sexual associations with ladies (what for some was an astonishing finding about the man who had, as indicated by V.S. Pritchett, a curiously low sexual temperature). The Rayfield memoir gives us a more genuine, increasingly adjusted representation f an intricate man however it doesn't make cool the warm sentiments we have toward the essayist whose empathy illuminates his craft and whose plays- - mind boggling, uncertain, troublesome - keep on being mainstream. What goads me to expound on Chekhov is the American Repertory Theater's creation, in Cambridge, Massachusetts, f Ivanov, which I found in January, 2000. Ivanov (1887) is Chekhov's first full-length play- - he had just composed numerous oneact jokes - composed and created before the four plays that give Chekhov his significance - The Sea Gull (1898), Uncle Vanya (1899), Three Sisters (1901), and The Cherry Orchard (1904). Four plays is a shockingly unassuming number f plays on which to support so high a notoriety; clearly, it's sufficient. Chekhov took a stab at his playwriting, which, dissimilar to his composing f short stories, didn't fall into place easily for him. His scratch pad and letters are loaded up with comments on his battle. A perky however exact sign f his mentality toward the two sorts f writing in his remark: Account is my lawful spouse and dramatization a colorful, unruly, impudent, depleting fancy woman. (This is a variety f his much-cited proclamation, Medication is my legitimate wife and writing is my paramour.) Chekhov said he didn't review a solitary story f his that took him over a day to compose; he composed short stories, he stated, with scurry and lack of regard. His escort, it appears, gave him more difficulty and requested more consideration. My center is Chekhov's special lady. Ivanov was the A.R.T. debut f one f Russia's driving chiefs, Yuri Yeremin, who is Artistic Director f the Moscow Pushkin Theater. Since Yeremin is a devotee f the Stanislavsky strategy f practice and acting, and in light of the fact that Stanislavsky's Moscow Art Theater was the organization that gave life, and took life, from Chekhov's plays, my desires were high. They were frustrated, despite the fact that I should concede I never observed a laudable creation f the play. Ivanov gave Chekhov much difficulty in the composition; he spent numerous years reexamining it. During the overhauling he offered numerous remarks about it to his companions, itself a difficult encounter for an unobtrusive man who once in a while talked about his work. From these remarks we discover that Chekhov composed the play to ridicule a Russian sort, whose existential ailment was a Russian ailment. Its plot is regular and exaggerated, what the Russian

Comparison Between Foxes and Wolves Research Assignment - 825 Words

Comparison Between Foxes and Wolves Research Assignment (Essay Sample) Content: Students NameTutors NameCourseDate DueComparison Between Foxes and WolvesFoxes and wolves are two kinds of animals that belong to the larger dog family. Some of the animals in this family have similar aspects while others greatly differ from each other. The wolves are of two species; the red and grey wolves while foxes exist in 37 species (Hediger 13). Fox and wolfs belong to the same family; the Canidae family and can be taken as distant cousins. Although they come from the same family, not all characteristics of the two kinds of animals are similar (Mech, Smith MacNulty 15). In some ways, the two animals differ. The most common difference is their body size which differs greatly. However, they share few characteristics. This paper compares and contrasts the foxes and the wolves.A major notable difference between wolves and foxes is their body sizes. Wolves are generally big animals. Their bodies are well built, with a large deeply descending ribcage. They have a sl opping back and their necks are heavily muscled. Mature wolves grow to a height of about 3 feet (Hediger 20). On the other hand, foxes are of small body size. In fact, foxes are the smallest in the Canidae family. Their height when mature is about 1 foot. In terms of body mass, a mature wolf can weigh as much as 150 pounds. This is exceeds that of a mature fox that rarely weigh more 30 pounds. In terms of appearance, foxes have narrower and pointed snouts compared to wolves (Mech, Smith MacNulty 25). The ears are upright and triangular in shape as opposed to the wolves which are more rounded.Wolves are generally social animals that live in packs. The packs may comprise many wolves but mostly, they assemble in packs of about 6 to 10 animals (Hediger 23). With their large numbers in a pack, wolves are able to hunt and prey on bigger animals. In contrast, foxes are solitary animals. They live and hunt alone although the sometimes form small groups of about 2 to 3 animals. For this re ason, their hunting abilities are limited. They prey on small animals such as rabbits and insects. At times, foxes eat berries and wild fruits.Another aspect which differentiates the two types of animals is the way they reproduce. A female wolf gives birth to 5 to 6 pups in a season. On average, a female fox gives birth to about 4 to 5 kits per season (Hediger 20). The young ones of these animals also possess notable differences. The kits usually have grey, red or white fur at birth. As the kits grow, they adopt a reddish-brown color although they can also be white or silvery colored. On the other hand, pups at birth have white, brown or black fur at birth. Mature wolves are generally grey although white, red and black wolves exist. When compared, the wolves tail is longer than that of the foxes. In addition, the foxs tail is bushy. Also, the wolf has longer legs compared to the fox. This enables it to move on the snow (Mech, Smith MacNulty 35). The claws of a fox are partially ret ractable whereas those of a wolf are not. The other difference between the two types of animals is their habitat and geographical distribution. Foxes generally live in the forests, deserts and even the human habited areas. On the other hand, wolves are found in the forests, deserts and arctic tundra regions of the northern hemisphere (Hediger 23). Generally, foxes are friendly to people and are not affected by human contact. People do not hunt foxes as they are generally...

Gun Control And The Amendment Of The American Constitution

The ever existing debate on whether or not American citizens should keep and exercise their right to arm and themselves against tyranny, as it says so within the Second Amendment of the Constitution. While there are those who advocate to keep their guns for safety reasons, there are American citizens who believe guns should be regulated, recorded, and controlled overall within the United States of America, to ensure that certain tragedies, such as school shootings and robberies, do not occur. This paper will argue on the reasoning of why groups are advocating for gun control because of school shootings and other tragedies associated with firearms. This paper will also argue that, while American citizens should not have their firearms regulated because it violates the Second Amendment of the American Constitution, screening for certain medical problems and mental illnesses, as well as background checks into criminal records, should be conducted as a requirement to make a legal purchas e. While the citizens of the United States of America should be allowed to own and make use of their firearms, in the case of protecting themselves against harm, there should be a better system in place to ensure that a person does not have a mental illness that could endanger another person if they have access to firearms. 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The United Kingdom have some of the strictestRead MoreThe Pros And Cons Of Gun Control828 Words   |  4 Pages The high rates of gun violence and accidents in the United States have long aroused public concern, in view of the strong correlation between gun prevalence, many people believe that the United States must adopt stricter gun control measures to reduce the huge number of firearms across the nation. These people are known as gun control proponents, or advocates. However, many other people do not think so. In their eyes, the serious firearm problems do not result from gun prevalence, and many people

United States Secretary Of Defense - 1767 Words

In January of 2013, then United States Secretary of Defense (SecDef) Leon Panetta under the auspicious of the President and the Joint Chiefs of Staff, lifted the ban excluding women from combat-related jobs. The policy, part of the Women Armed Services Integration Act of 1948, barred women from combat-related occupations within the U.S. military for more than 60 years. Opinions varied with liberal-minded individuals and feminist praising the administration s progressivist ideas concerning gender inequalities between men and women; other s lauded the move as nothing more than a social experiment that could potentially weaken the military s warfighting capabilities. Two years later, incumbent SecDef Ashton Carter expanded the rule set by†¦show more content†¦So it is natural to assume that they are deserving of the same opportunities afforded to men, but there are inherent differences that go beyond the concept of race, especially within the realm of Special Operations. Specia l forces soldiers are the pinnacle of the military s fighting force. Women should have every opportunity to apply for combat-related jobs in the conventional military, but special forces should be the exception to the rule. The integration of women into the elite special forces should not be allowed because of the possible effects on unit cohesion, morale, and the overall readiness of the special forces community. The special forces soldier is the pinnacle of the military s fighting force. Women should have every opportunity to apply for combat-related jobs in the conventional military, but special forces should be the exception to the rule. The integration of women into the elite special forces should not be allowed because of the possible effects on unit cohesion, morale, and overall readiness of the special forces community. The role of Special Operators would be considered the antithesis of a conventional army, or a large force of military members assigned to complete a task on the battlefield. Special forces units operate in groups or platoons that rarely exceed 12 to 16 men. Depending on mission requirements, the team is then

Kate Chopins The Story Of An Hour And Gail Godwins A Sorrowful Woman Essay Example For Students

Kate Chopins The Story Of An Hour And Gail Godwins A Sorrowful Woman Essay Kate Chopins The Story of an Hour and Gail Godwins A Sorrowful Woman are both similar pieces of literary work in that both stories offers a revealing glimpse of extremely unhappy marriages. Both Mrs. Mallard and the unnamed mistress in A Sorrowful Woman called (the wife) seem to reveal a problem or possibly a disease which is plainly inherited through the institution of there marriages. They are so unhappy with the lives they lead and the person(s) in them they seem to drive themselves to there own death. The Story of an Hour seems to pick up in the middle of an on going battle of Mrs. Mallards feelings towards that of her husband Brantly Mallard, (which seems to be a decent guy from this short story introduction). This is why you really can not come to grasps with her hatred towards Mr. Mallard and why she feels it. There is little introduction of the husband Brantly Mallard which leaves any thought or opinions of him completely to the imagination, while in A Sorrowful Woman the wife seems to be a very selfish, and self centered person who can care only for herself. Godwin describes mostly all characteristics about the husband and wife in that the wife tells her husband that the sight of himself and the child made her so sick she did not want to see them ever again. The husband being his very understanding self-comments he understood such things, and asked what would she like him to do (33). In the begging Mrs. Mallard is so overwhelmingly happy (acting very distraught) to receive the telegram informing her of Mr. Mallards death but she had to conceal her happiness simply because there were loved ones in her presence including her sister Josephine and Mr. Mallards great friend Richard. It was he (Richard) who had received intelligence of the death as he was in the newspaper room and heard fist word of the rail road disaster with Brently Mallards name at the top of the death list. Josephine had delivered this information just before Mrs. Mallard had stormed off to her room for the concealment and solitude that she had needed (12-13). For the wife in A Sorrowful Woman loneliness and solitude was all that she had wanted out of her family member role throughout the story. She was placed to bed the first night and was given a sleeping draught that was guaranteed to put her to rest swiftly after informing her husband that she wanted to be away and out of the sight of him and their little boy. For many days straight the wife remained there alone and to her self only to appear to wonder throughout the house aimlessly a few short times when the house was vacant. For Mrs. Mallard remaining in her room resting in her roomy armchair staring aimlessly out of the open window was to rejoice and unleash her true feelings of Mr. Mallards death after a few short moments of morning (12). While in A Sorrowful Woman the wife was detained by her own state of misery and loneliness for she wantedto be away from both her husband and her child also (the majority of the time) sitting inher big chair staring out at the snow-ridden branches wearing her slacks and an old sweater (35). While there is no major role playing by Mr. Mallard in The Story of an Hour the husband in A Sorrowful Woman tries to be very caring in every way possible to his wife. The day after everything took place he brought her breakfast in bed and let her lay to rest until it grew dark again, and after taking there son for a walk he brought her up a tray of buttered toast, celery sticks and soup. She says to him I am the luckiest woman, (crying) he then replies nonsense, you need a rest from us, referring to there son and himself (34). He would then continue to take over all of the house hold duties such as: fixing her meals/sleeping liquids, doing dishes, making dinner for the himself and there son, taking and picking up there son from school, and holding down his employment at the office as well. All of these chores were beginning to become too much for him to handle by himself so with his wifes permission he hired in the perfect young girl that was very dynamic. After a short period of ti me the wife fired the girl because she had brought the child in to see his mother and he sat a grasshopper in her hand which made her become very irate. The husband then apologized to her and said he would take care of it but was very disappointed that he had to let the girl go. As time went by his wife became more and more distant moving into a room by her self, limiting the husbands ability to see her, as well as her sons. .u8f53038c868e2c4cf39198487fe57c4a , .u8f53038c868e2c4cf39198487fe57c4a .postImageUrl , .u8f53038c868e2c4cf39198487fe57c4a .centered-text-area { min-height: 80px; position: relative; } .u8f53038c868e2c4cf39198487fe57c4a , .u8f53038c868e2c4cf39198487fe57c4a:hover , .u8f53038c868e2c4cf39198487fe57c4a:visited , .u8f53038c868e2c4cf39198487fe57c4a:active { border:0!important; } .u8f53038c868e2c4cf39198487fe57c4a .clearfix:after { content: ""; display: table; clear: both; } .u8f53038c868e2c4cf39198487fe57c4a { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u8f53038c868e2c4cf39198487fe57c4a:active , .u8f53038c868e2c4cf39198487fe57c4a:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u8f53038c868e2c4cf39198487fe57c4a .centered-text-area { width: 100%; position: relative ; } .u8f53038c868e2c4cf39198487fe57c4a .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u8f53038c868e2c4cf39198487fe57c4a .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u8f53038c868e2c4cf39198487fe57c4a .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u8f53038c868e2c4cf39198487fe57c4a:hover .ctaButton { background-color: #34495E!important; } .u8f53038c868e2c4cf39198487fe57c4a .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u8f53038c868e2c4cf39198487fe57c4a .u8f53038c868e2c4cf39198487fe57c4a-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u8f53038c868e2c4cf39198487fe57c4a:after { content: ""; display: block; clear: both; } READ: Lung Cancer EssayWith the women from both stories still locked away in their rooms the time passes. As Mrs. Mallard is sitting in her chair whispering over and over Free body and Sole free her sister Josephine comes to the door and urges her to come out, so she finally does so and carried herself unwittingly like a goddess of Victory (14). She then clasped to her sisters waist causing them both to descend down the stair with Richards waiting at the bottom. At that same moment in time the front door opens and Brently Mallard walks through the door with his gripsack and umbrella. He was no where near the accident and at that same moment Mrs. Mallard died with what the doctor called a heart disease. And as for the other distant wife on her last day of living she withdrew from what had became her domain for one last noble accomplishment. She had cooked supper to last many weeks, two weeks of fresh-laundered sheets, 5 loafs of bread, and had hand-knitted two matching sweaters. The man and child ran to the little room, could not contain themselves to knock flung back the door and there lie his wife/mother restless without the slightest movement and last deed; her freshly-washed hair. In relationships people must work together as a family in order to survive and remain a hole. It is apparent in both The Story of an Hour and A Sorrowful Woman the families did not work together as one unit. It appeared both wives was so submerged in there own sorrow and grief that no matter how hard they could have tried they would have never nor ever wanted to see it through to have what once may have been and could have been a very beautiful relationship.

Joggers Universe free essay sample

Introduction Sue Koenig opened the Joggers Universe retail store in 1987 at the age of 24. For the last 10 years she has mainly offered the sale of high-end running shoes, walking shoes, shoes for aerobic exercise, basketball shoes, tennis shoes, and crosstrainers, with the emphasis on Nike brands. Nike’s superior promotion strategy and name brand recognition has allowed her to maintain good steady sales, with a $5 to $7 premium on every pair of shoes sold. She also has offered the sale of sportswear with the focus on fashion as well as function. As a formerly nationally ranked runner, her passion for running and fitness has allowed her to stay abreast of exercise trends and allowed her to stay competitive in her chosen market. Issue The issue facing Sue Koenig and Joggers Universe is that despite her on-hand knowledge of running and exercise trends, access to superior name brand products and fashions, and her healthy profit margins, her overall sales have flattened out. We will write a custom essay sample on Joggers Universe or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page She appears to have been able to capitalize on the jogging and fitness trends in the market growth stage, when there were relatively few competitors, and total industry profits were at their peak. Now that the fitness industry as a whole has entered the market maturity stage with the maximum amount of direct competitors, her business has begun to suffer. Root Cause The sales at Joggers Universe have faltered due to many factors: 1 – The primary cause for her loss of market share is due to the fact that her current, long-term customers are getting older, and have found that jogging has become too demanding for them, and as a whole are switching to low-stress exercise programs. The merchandise that Joggers Universe offers no longer meets the demands of her loyal clientele, and so they have begun to shop elsewhere. On the other hand, when Sue attempted to change her product lines to accommodate this loyal but dwindling customer base, she found that her sales to younger, hardcore runners began to suffer. Clearly, this trend cannot be allowed to continue, as she will not be meeting the specific needs of any market segment. 2 Due to changes in consumer culture and activity, younger people are exercising less, and are likely to use their casual day-to-day shoes as their exercise shoes. As such, there are many department, discount, and regular stores that offer these types of shoes, and customers can buy them without paying a premium. Increased competition from other retailers has cut into her bottom line. In addition to Wal-Mart offering an extended assortment of athletic shoes at deep discounts, Joggers Universe faces competition from Foot Locker, who offers basically the same kind of products as she does. A number of local retail chains have opened that offer lower-quality and lower-cost versio ns of her products, and she also faces increased competition from online retailers. Alternatives A – Made-to-order high-performance athletic shoes Sue may want to consider revisiting a sales strategy she attempted in 2003 and change her business structure to providing expensive, made-to-order, high-performance athletic shoes. This product line incorporated new technology that was used to capture the specific contours of a person’s feet, which was then sent back to the manufacturer by UPS. The customer was able to choose which style they preferred, and in two weeks the shoes were delivered. The company that provided this service unfortunately went out of business, but Sue discovered another company that provided the same service. The main advantage and disadvantage of this alternative is that this will require Sue to change which market segment that she will be promoting to. The segment of customers that Joggers Universe will be focusing on will be serious exercise enthusiasts, who are also more affluent in their spending habits. The downside of this is that it will require Sue to discover how to find and market to this new clientele. It will also require her to abandon a large percentage of her current customer base. Since these customers are mostly abandoning high-impact exercise programs and their product needs are changing, this is an acceptable tradeoff. Although it seems that the runners market seems to be shrinking, this problem can be addressed with the addition of more expensive ancillary products that these more affluent customers will be interested in buying in addition to these expensive, premium shoes. Stocking accessories such as heart rate monitors, like the Forerunner 301 [1] which retails for $199. 99, and runners watches like the Ironman Race Trainer [2] which retails for $150. 00 will appeal to the elite athlete that Joggers Universe will hope to attract. She could also stock expensive, high quality running outfits. Since these customers are generally interested in their health and wish to stay in peak condition, Sue should consider aligning herself with a multilevel marketing company (MLM) that offers health supplements in order to earn extra revenue. An advantage of moving in this direction is that the company that will be providing Sue with these specialty shoes is willing to grant exclusive distribution rights for her territory, which would help to keep the prices for product in control, and would keep other retailers from copying her strategy. This company is also responsible for the warehousing of these shoes, which would save money for her in terms of storing and managing unsold merchandise. The largest challenge that Sue would face if she were to pursue this strategy is in informing customers that this market exists, since this type of product is in the market introduction stage. She would have to establish a website for her store that promotes how the ordering process and production of these shoes works (this would be outsourced to a reliable web production company). She would also require her employees to go through a two-day training program for her new sales practices, including how to make the molds for the shoes and explaining their benefits. She would also have to develop a new advertising campaign that would be published in more upscale local publications that caters to the more affluent types of customers that Sue hopes to attract. B Incorporate Women’s fashionable athletic, casual wear and dress shoes This alternative incorporates two different approaches, and would allow Sue to maintain her current customer base while expanding her product lines in subtle ways. Firstly, she would retain her current product line and incorporate new women’s athletic wear and casual wear lines from designers like Donna Karan, Calvin Klein, Georgio Armani, and Ralph Lauren. This will allow her to get into a sales trend that is still in the market growth stage, where there are few major competitors. The main advantage of this alternative is that it allows Sue to maintain her loyal customer base that she has spent years building. Bringing in new and exciting fashions shows her customers that she cares about them, and would like to keep them. The second part of this strategy involves dedicating a small but growing section of her store to stocking lines of dress and office wear shoes. This strategy deviates away from the original concept of Joggers Universe, but will allow Sue to retain her aging customer base that is largely moving away from high-impact exercise programs, and are generally exercising less. Incorporating this strategy will not require Sue to drastically change her business structure, and as such she will be able to retain all her current employees, and only provide minimal amounts of new training. The main disadvantages of this alternative includes the fact that it does not really provide much in terms of differentiating Joggers Universe from other local retailers that offer essentially the same kinds of products. In attempting to hold on to her loyal customer base, she increases the chance of losing sales to other retailers, especially behemoths like Wal-Mart, who can offer running, exercise, and dress shoes for cheaper prices. Sue will have to begin aggressively advertising in local publications and periodicals to showcase her new and current product lines. She also may be forced to preemptively drop her retail prices in order to stay competitive in this increasingly crowded market. Furthermore, if Sue is to begin offering dress and office wear shoes, she will be required to establish a new distribution channel with a reliable middleman company. Recommendation Although it would be nice for Sue to be able to stay with her loyal customer base that she has held on to for many years, the business strategy outlined in Alternative B can only be maintained for so long. Attempting to keep these customers happy at the expense of further growth is the real cause of her problems. She potentially runs the future risk of losing any new customers and eventually all of her business to lower cost retailers offering essentially the same types of products that Joggers Universe offers, without the added cost of a premium price. It is recommended that Sue change her business strategy to selling the products outlined in Alternative A immediately. Implementation Sue should proceed by blowing out her current inventory with a massive discount sale. If she has a reverse channel in place with her suppliers that will buy back merchandise that she has been unable to sell, she would definitely utilize that. If she has been keeping a list of long-standing customers, she should consider sending out a mass mailing thanking them for their continued loyalty, but explaining that she will be closing her doors for a reorganizing. Of course, she should invite these customers back for her eventual re-opening, should they be interested in her new product lines. After this, it is simply a matter of scaling back her operation and bringing in her new products and processes. Since Joggers Universe will be offering smaller and limited product lines, she will no longer require to as large a store area, so she should let her lease expire and move into a smaller store.