Aging population Essay Example | Topics and Well Written Essays - 3000 words

Aging population - Essay Example Shakespeare has beautifully described the life of a man. He further describes it, in terms of ages and names it seven ages of a man's life. These are ages are: an infant, a child, the lover, the soldier, the justice, the old age and finally mental dementia and death. In short, they were considered as a useless part of the society and were thus isolated. This very idea had and probably has penetrated the business community as well. This fact was quite reflective in the marketing activities and campaigns launched until recently. However, the time is changing now; the old people are getting more prominence in the business society. They are now considered an important segment of the society. Business society is giving more attention the aging population, especially in the industrialized world. Their changing needs and behaviors are tried to be addressed by the marketers in more efficient manner than ever before. This matter is quite encouraging that the need has been realized; however, a s a matter of fact, what is really missing is the direction to cater their changing behaviors and needs. Thus this paper is aimed to address the fact that how the old population in the industrialized country does affects the business strategist seeking to respond their changing needs.In formulating this paper, we would start with the fact that who the aged ones are, in current scenario. Later, we would explore the key features of the aging population and what characteristics and features make them different from others After discussing this, our discussion will lead to the point that what are the corresponding marketing challenges faced by the marketers, furthermore, we will evaluate the efforts of the business community done so far to address these challenge. Lastly, we would like to know that what can be done further to address those issues. (Heibing and Cooper 2004) What is 'Old' Universally there is not any agreed upon age for being called the 'old'. However, usually those who have passed a considerable age of their life are now retired or about to retire are considered as old. Though the age for retirement also varies from country to country, however, in general that ranges between fifty to sixty years. Thus any person beyond the age of retirement is considered as old. If we accept this definition and start to look for the generation that is going to be the old or aging population, we find that our recent aging population is baby boomers. Before moving further, it is essential to know who are baby boomers are, since it would help in building this topic further. Those people who are born between 1946 and 1964 in United States are called baby boomers. (Hess and Markson 1991) Though this phenomenon is referred to US population only but the people who were born in the same period in other industrialized countries also share the same features. The baby boomers w ere born during the economic upsurge in those economies. As a result, they were fortunate to have best possible education, as compared to rest of the world. On account of the fortunate period in which they were, in general, they had a wonderful childhood leading to a promising career and prosperous youth and adult life. Now this generation that has made a lot of money is entering in to the old age. Obviously, the big sum of money that they have gathered in this period has the potential to make them one the greatest market for the marketers of the industrialized world to capture. Aging Population in Various Countries Moving further, we can

Property and its Economic Explanation Essay Example | Topics and Well Written Essays - 1250 words

Property and its Economic Explanation - Essay Example In the exercise of property rights, potential conflicts can be prevented as in striking a bargain (Muthoo 2000). Indeed, the common law is efficient, but the law generated by the institutions of private property can also be efficient, however with limitations (Friedman 1996). Creating a system of clear, workable property rights facilitates voluntary exchange and ensures that property rights will end up in the hands of those who value them most (Ayres and Talley 1995) Property is a "bundle of rights." The owner is free to exercise the rights over his or her property. Others, meaning private persons and the government, are forbidden to interfere with the owner's exercise of his or her rights. Traditionally, that bundle of rights includes: 1) control use of the property, 2) benefit from the property, for example rights and rent, 3) transfer or sell the property, and 4) exclude others from the property (Krauss 1999). The two major justifications of original property, or homesteading, are said to be effort and scarcity. John Locke emphasized effort, or "mixing your labour" with an object, while Benjamin Tucker preferred to look at the purpose of property in answer to solving the scarcity problem. Only when something is relatively scarce do they become property, he said. Economically scarce means necessarily having exclusivity property or that use by one person excludes others from using it (Ibid). III. Bargaining Theory Bargaining theory in property has to do with bargaining principles and their application to a significantly large variety of real-life situations, leading to efficiency and equitable distribution of gains (Muthoo 1999). In the former, the players may fail to reach an agreement, or they may do so but only after some costly delay. In the latter, gains from cooperation are divided between the players. A player's cost from bargaining is said to be derived from the time-consuming nature of bargaining and the importance of time to the player (Ibid). Some of the fundamental principles expounded in bargaining theory are the following (Muthoo 2000): Patience during the process of negotiations confers bargaining power, while risk aversion affects it adversely. Meanwhile, a player's outside option enhances her bargaining power if and only if it is attractive and therefore credible. Hence, bargaining power is higher the larger her inside option, provided that all negotiators' outside options are not attractive enough. If both negotiators' outside options are sufficiently attractive, then it is likely that gains from cooperation may not exist (Ibid). Further, when both the costs of negotiators' backing down from their initial demands are sufficiently large, then the negotiations may lead into a stalemate. A player's bargaining power is higher the larger her cost of backing down from her initial demand. In the absence of knowledge of relevant information on the ongoing negotiations which the other party does, there is risk of failure of negotiations or of costly delay until that uninformed party is communicated of the relevant information. Knowledge is veritable power in negotiations and enhances the bargaining strength of the better informed (Muthoo 1999). In bargaining, procedure and format of negotiations matter,

Serious Game Critique Essay Example | Topics and Well Written Essays - 750 words - 1

Serious Game Critique - Essay Example Therefore, the game should have different access levels such as Starter, Experienced, Advanced and expert levels. As portrayed here, the game accessible to a player should be commensurate to the level of gaming skill posed. To graduate from one education level to the next, one must portray the expertise by passing a series of exams. In the game, the game activities within a level should move from simplistic ones to complex ones. It is actually very interesting the way the Kenyan Education system is designed to run. The system incorporates several concepts that are used to run it and see a child start and finish the process well. In the Kenyan education system, the child starts their formal education at Nursery. Here the child has to be of age to proceed with their education. The children then have to go through the process which includes exams, tests, practicals and evaluations that if they pass then they can proceed to the next class or level of education (Mukudi, 2004). In the game , there should be competition either with an â€Å"internally simulated player† or with another physical player at each level. ... These rewards are according to their performance. Therefore in the game, if there are say three players, the winner should get a larger reward than the second while the second best player should get a considerably larger reward than the third player. Here there should be a variety of bounties to win and they can be won during the game not just at the end of the gaming level. As the player progresses with the game, he/she should know the bounties and rewards available in competition. This aims at encouraging them desire and work harder towards winning more. The education sector has several major regulatory bodies that monitor the system progress. These have given guidelines and regulations on how the system is supposed to be run. Additionally, the industry players should clearly understand the rules of the system. Taken as such, the game should also have rules which all the players should be informed of before they begin the game. In the game for instance, a pop-up window might be pos itioned at the entry of every level prompting the player to read the instructions of the game. However, this should not be made as a compulsory requirement. In the education system, the regulations create a fair playing ground for all the institutions within a specific level (Mukudi, 2004). Therefore, the set rules should apply to all the players within a given level. This is aimed at ensuring fairness in the game as well as instilling a sense of ownership of the game by the players. In the Kenyan education system, in graduating from one education level to the next, one becomes more improved. To match this, in the game, the gaming facilities accessible to the players should advance with

Property and its Economic Explanation Essay Example | Topics and Well Written Essays - 1250 words

Property and its Economic Explanation - Essay Example In the exercise of property rights, potential conflicts can be prevented as in striking a bargain (Muthoo 2000). Indeed, the common law is efficient, but the law generated by the institutions of private property can also be efficient, however with limitations (Friedman 1996). Creating a system of clear, workable property rights facilitates voluntary exchange and ensures that property rights will end up in the hands of those who value them most (Ayres and Talley 1995) Property is a "bundle of rights." The owner is free to exercise the rights over his or her property. Others, meaning private persons and the government, are forbidden to interfere with the owner's exercise of his or her rights. Traditionally, that bundle of rights includes: 1) control use of the property, 2) benefit from the property, for example rights and rent, 3) transfer or sell the property, and 4) exclude others from the property (Krauss 1999). The two major justifications of original property, or homesteading, are said to be effort and scarcity. John Locke emphasized effort, or "mixing your labour" with an object, while Benjamin Tucker preferred to look at the purpose of property in answer to solving the scarcity problem. Only when something is relatively scarce do they become property, he said. Economically scarce means necessarily having exclusivity property or that use by one person excludes others from using it (Ibid). III. Bargaining Theory Bargaining theory in property has to do with bargaining principles and their application to a significantly large variety of real-life situations, leading to efficiency and equitable distribution of gains (Muthoo 1999). In the former, the players may fail to reach an agreement, or they may do so but only after some costly delay. In the latter, gains from cooperation are divided between the players. A player's cost from bargaining is said to be derived from the time-consuming nature of bargaining and the importance of time to the player (Ibid). Some of the fundamental principles expounded in bargaining theory are the following (Muthoo 2000): Patience during the process of negotiations confers bargaining power, while risk aversion affects it adversely. Meanwhile, a player's outside option enhances her bargaining power if and only if it is attractive and therefore credible. Hence, bargaining power is higher the larger her inside option, provided that all negotiators' outside options are not attractive enough. If both negotiators' outside options are sufficiently attractive, then it is likely that gains from cooperation may not exist (Ibid). Further, when both the costs of negotiators' backing down from their initial demands are sufficiently large, then the negotiations may lead into a stalemate. A player's bargaining power is higher the larger her cost of backing down from her initial demand. In the absence of knowledge of relevant information on the ongoing negotiations which the other party does, there is risk of failure of negotiations or of costly delay until that uninformed party is communicated of the relevant information. Knowledge is veritable power in negotiations and enhances the bargaining strength of the better informed (Muthoo 1999). In bargaining, procedure and format of negotiations matter,

Public Health Personal Statement Example | Topics and Well Written Essays - 750 words

Public Health - Personal Statement Example Particularly, our country Iraq is in dire need of help in the field of public health, a need that is exacerbated by the fact that most physicians in Iraq pursue clinical careers and thus, just a few of them work in public health. I therefore intend to pursue a Master of Philosophy (MPhil) course in Public Health. I am particularly requesting for admission for this course since I believe that it will give me an opportunity to fulfill my mission of aiding in the reconstruction and development of my country. My request for a chance to pursue a Master of Philosophy course in Public Health is not based on a passion for a title of a master program graduate, but on my passion to delve into Public Health thus actualizing my career objectives. I have a great interest of being part of the team that will bring the highly needed difference in our country’s health system, with an aim of promoting healthier lives thus enabling people to live their lives to the full. In addition, my interest for this MPhil program is very high and I have a strong will to engage in extensive research aimed at equipping myself with every of the essentials of public health profession – propelled by these, I have been attending relevant lectures, training conferences and courses. My academic background has laid a solid foundation for my enrolment for a Master of Philosophy course in Public Health – as earlier stated; I have started to attend relevant lectures, training courses and conferences. I have also completed various courses on topics such as field epidemiology, health system and administration, in addition to leadership and communications. In the course of my studies, I got immensely equipped with invaluable fundamental knowledge, which will be of great assistance on my enrolment for the MPhil program. In addition, my previous experiences in public health have prepared me for this program: I have been working

Market Entry Plan of South Beauty Essay Example for Free

Market Entry Plan of South Beauty Essay 1. Executive Summary South Beauty has setup 70 restaurants within 18 cities around China currently, all the units are profitable, that will accelerating the company expansion at mainland and exploring overseas markets. According to the South Beauty plan, the mainland operation keep for profit, but the exploration of international markets is mainly for branding. The company also creates a new brand called Steam to setup fast-food restaurants. Meanwhile, at the preparatory stage of cooking, the South Beauty plans to strengthen its efforts in standardizing processes to control the costs and quickening expansion. This article makes the market entry plan for South Beauty expansion to Singapore Market. 1. First part, understand the background of South Beauty Restaurant of China. 2. Second part, understands the market environment of Singapore, and bases the SWOT to analysis South Beauty Restaurant for market entry strategies selection. 3. Last part, built a market entry plan with Simulation data of marketing budget for South Beauty Restaurant entry to Singapore market. 2. Introduction 2.1 Objective The international market expansion is an important decision for every enterprise development. At present, Chinese catering enterprise are backward phenomenons at international expansion. As the first brand of South Beauty in Chinese catering industry, has a strong development potential lead by chairwomen Ms.Zhang Lan. With the development of the enterprise, The South Beauty expansion to foreign market has become inevitable. In order to realize the expansion strategy better, make Chinese famous catering enterprises entering Singapore which is the target market, this paper introduced The South Beauty background and history, understand the Singapore market environment, through the SWOT method, Analysis and budgeting the South Beauty enter the Singapore market. If The South Beauty can smoothly enter the Singapore market, become a crucial step of the Chinese catering enterprises to towards to internationalization development, also is the key measure of national economic development. At th e same time, also promote the unique Chinese Food to the people of all ethnic groups in the world. 2.2 Background of South Beauty Restaurant The South　Beauty　Restaurant (Chinese named: Qiao Jiang Nan) was founded on May of 2000 by Ms Zhang Lan, She opened the first restaurant of South Beauty in CBD international trade center of Beijing. In 2002, the first exotic restaurant launched in Times Square of Huaihai Road in Shanghai, that is South Beauty expanded beyond Beijing since then chain restaurant begins. At the end of September 2012, South Beauty Restaurants has founded 70 restaurants throughout 18 cities within 15 provinces of China. With many years’ experience and development to possessing nearly 70 restaurants, make it becoming the chain enterprise leader of Chinese style dinner. The South Beauty Restaurant Built â€Å"Fashion, classical, grade, reverence† as corporate business philosophy to show their unique enterprise spirit. Propagate culinary culture of the five thousand years traditional culture of china, to devote the South Beauty Restaurant to a world-class Chinese dinner brand as th e pursuit of business objectives. The founder of South Beauty keeps the corporate social responsibility (CSR) into their enterprise culture. They announced was â€Å"CSR is not only the key constituent part of South Beauty for developmental strategy, but also the key constituent part of South Beauty’s enterprise culture†. And separate the CSR to 4 parts as below: 1. For Investor: The Board devotes South Beauty to healthy food, keeps the profit margin for the enterprise, and makes shareholders get optimistic prospect and lasting for their investment. 2. For Society: According to the Government Law, the enterprise pays the tax, performs the civic duty, and creates more employment opportunity, become pillar enterprise in catering field. 3. For Consumer: Provides the high quality foods, healthy dishes to the consumers with more professional service. Make customers satisfaction. 4. For Staff: Creates a platform for employees to perform their abilities. Offer study and promotion opportunities, make the staff pleasure, positive and has the sense of responsibility in work. 2.3 Food features of South Beauty Restaurant Szechuan Cuisine is the one of Chinese eight cuisines series which has broad and profound cultural connotation. With different dishes, there are different delicacy feelings and all dishes are exquisite, it has red-hot tastes and strong delicacy famous in domestic and abroad. South Beauty is the leader brand in Chinese catering industry which has propagates the spirit and inherits of the culture of Sichuan cuisine. Based on the features of Chengdu and Chongqing cuisine, creates the real spirit which reaches to boutique Szechuan cuisine in South Beauty. In order to guarantee orthodox taste, the delicious ingredients including seasoning which come from the globe and local of Szechuan ware selected by South Beauty. It is good at variation such as makes the color, aroma and taste expressed fully, also makes flavor suit the corresponding dish. All of these have presented a real boutique Szechuan cuisine South Beauty features are aims at creation, health and fashion, based on Chinese traditional Szechuan cuisine, assisted by elements of Cantonese cuisine and Tan cuisine, to digest the classical culinary culture, break through tradition and pursue perfection. Create the model of â€Å"Chinese food eaten with western method† and â€Å"combine catering with art† in China firstly. South Beauty wins the worldwide praise depend on creative management idea and fashion, healthy, delicious boutique dishes. South Beauty to promote the Chinese food culture over the years, advocating a healthy life style as their responsibility, spare no effort from the traditional culture of the deep foundation to absorb nutrients, committed to innovation and improvement, to create another legendary food myths. The South Beauty dishes are different from others; the ordinary charm relies in the quality of raw materials carefully selected, on the inheritance and innovation of traditional cuisine methods, and rigid guarantee of dishes nutrition and worthy pursuit to the visual effect. The South Beauty Boutique food dishes Depend on strictly requirements are fully expression to modern culinary art. 2.4 History of South Beauty Restaurant †¢ On 20th May 2000 South Beauty’s first brand restaurant was launched in Guo Mao of Beijing and which marks South Beauty march formally into Chinese style dinner market. †¢ On 16th Jan 2002 South Beauty shop located in Times Square of Shanghai was launched which marks South Beauty’s cross-regional business begins. †¢ On Mar 2007, South Beauty becomes formally catering service provider for the eight competition stadiums of Beijing Olympic Games of 2008. †¢ On Apr 2007, South Beauty joins Air France and Air Netherlands to launch new Chinese style service on airplane. †¢ On Nov 2007, South Beauty is formally awarded â€Å"Chinese famous trademark† and obtains the sole protected trademark by international law in China. †¢ On Apr 2009, South Beauty formally signs contract with Shanghai World Expo, the content is to provide Food Service for Chinese and foreign guests. †¢ On Jul 2010, South Beauty changes its name for South Beauty Lim ited Liability Company. †¢ On Jan 2012, South Beauty sets up the first sub-branch in Taiwan. 3. Market environment analysis 3.1 Culture and Environment of Singapore Singapore has been established by Thomas Stamford Raffles on 1819, as a trading post, the small sea town attracted migrants and merchants from the world especially the China, the Malay Peninsula, the Indonesia, the Indian sub-continent and the Middle East. The country’s geographical location and commercial success make Singapore have the one of the most remarkable aspectsthe truly cosmopolitan nature of her population. The better prospect has attracted immigrants from all over the world which they brought their own culture, language, customs and festivals, through intermarriage and integrated formed a multicultural society, giving Singapore is full of vitality and diversified cultural heritage, also became one of most cosmopolitan cities in Asia. The main ethnic groups in Singapore are Chinese, Malays, Indians, Peranakans and Eurasians. The ethnic Chinese form 74.2%, the Malays 13.4%, the Indians 9.2%, The Eurasians, Peranakans and others combined 3.2%. Singapore near 20% expatriates of non-resident such as blue collar workers and white collar workers. In Singapore’s constitution, has adopted representative language from four main ethnic or â€Å"racial† groups. The official languages are English, Chinese, Malay and Tamil. For recognition of the status of the Malay people as the indigenous community, the National language of Singapore is Bahasa Melayu or The Malay Language. The varieties of language have obviously influenced on the English that in Singapore, especially apparent in informal English, and English-based Creole that commonly known as Singlish. The hybrid form of the language which includes words from Malay, Chinese, or Indian are representing an identity for many Singaporeans. The English and Mandarin are the commonly used languages in Singapore. Most of Children growths up bilingual from infancy even many people speaking three or four. They also learn own mother tongues to ensure that stay in touch with traditional roots, such as different Chinese dialects includes Hokkien, Teochew, Cantonese, Hakka, Hainanese and Foochow. The various cultural precincts and religious landmarks around the island ensure to catch a glimpse of a multicultural society of Singapore which includes the impressive history, cultural diversity and lifestyles. 3.2 Food Beverage Industry in Singapore Singapore serves the rich flavors and foods with its Multi-national culture, find out the local cuisines on the menu which reflection multicultural of Singapore. In diverse neighborhoods are available in food centers and restaurants across Singapore, a variety of flavors cuisines such as Halal Malay, South Indian Vegetarian Thali, North Indian Naans and Briyani, Cantonese Dim Sum, Hainanese Chicken Rice, Peking duck, Hokkien Mee and Popiah (The Spring rolls). The Main gastronomic representative in Singapore is Chinese cuisine, and the Chinese believe the combining food ingredients to enhance the harmony and used for symbolic. For example, the noodles for longevity, the oysters for good fortune and the fishes for prosperity. The Singapore offers an opportunity to trial the dishes from the different parts of China, the Cantonese dim sum, the Spicy dishes of Szechuan, Hainan Chicken rice, the Bean curd of Hakka, noodles of Hokkien and seafood porridge of Teochew, especially have local Chinese favorites such as chili crab, Bak Kut The, Fish head curry or Rojak. A lot of Indian foods in Singapore, whether from southern or northern of India sub-continent, the Vegetarian Thosai, fiery curries enriched with coconut milk. Tandoori, fluffy naan breads and creamy yogurt based dishes. The Indian cuisines are infuses with flavored spices such as cardamom, cloves, cumin, coriander and chilies. Try the local Indian-Muslim dishes, a taste of popular in Singapore, such as Roti Pratas, Murtabak, Nasi briyani and saffron rice dish. All the dishes go well with the absolutely satisfying creamy and frothy milk teaTek Tarik. The Malay cuisine always savor an array of spices and herbs, the ginger, turmeric, galangal, and lemon grass, curry leaves, pungent Belachan (shrimp paste) and chilies. The cuisine put the spicy but without unbearably hot. Peanut sauce occupies a pride of place in dishes of Malay, like Gado Gado, fried bean curd. From the unique Peranakans offers a blend of Chinese, Malay, Indonesian flavors called Nonya food, the famous Nonya dish mix rice vermicelli, coconut milk and garnished with seafood or chicken, combines the spices and aromatic herb such as lemongrass, chilies, tamarind paste, shrimp past, create rich cuisine of braised dishes. Singapore also offers a wide range of international cuisines such as Thai, Korean, Vietnamese and Mongolian food. Whether the Japanese Sushi, the Italian Meal and Casual French bistro. All can find all in the city state. 3.3 SWOT analysis of South Beauty Restaurant 4. Market entry Plan 4.1 Objective of market entry plan Singapore is an open economy country and strongly committed to maintaining the free trade market, pay more attention to public sector service quality, support every investors development positively. Analyze the Singapore market entry of The South Beauty with SWOT method, understand the South Beauty weaknesses and threats when enter the Singapore market, through their own advantages into market opportunities. Market entry plan to use the results of SWOT analysis, establish market entry strategies, and planning necessary budget of market entry, Support the management team to make marketing decision with these references. 4.2 Market entry strategies It is recommended that South Beauty consider the following marketing strategies and issues before entering the Singapore market: 1. Management Localization: whether the local Management team or the local agent, Better to understand the local market and consumer habits, will support the product promotion and market development, improves the competitive advantages of South Beauty. 2. Language Support: even the English is the main Language of Singapore, but Singapore ethnic characteristics, most of people speaking English but miscellaneous various national Language, multilingual services to meet different customer needs, but positive guarantee clarity Westernized understanding of English is also important. 3. Official Endorsement: Singapore government authentications marks are the symbol of accept by Singapore consumers, to reach these standards for the authentication is the requisite of the market development. 4. Social effect: public figures in Singapore has great influence, celebrity effect to participation actively of market compaign,positive to participating the public topic, to bring more restaurant visibility and customer flow. 5. Product Control: Singaporeanvery attention on food safety and quality of service, the products ensure to safety, and continue to improve the service quality, will be affect the business successful. 3. Marketing Strategies How a product is marketed and promoted will have a major impact on its success in Singapore. For the South Beauty expansion the market into Singapore, the Marketing mix is comprised of four approaches as following as (1) Products and services, (2) Advertising and promotion, (3) Distribution, and (4) Pricing. 1) Products and Service: The quality and taste is most important things for catering business, a lot of Chinese food in Singapore and South Beauty must be offers the unique Chinese cuisines with his special materials and cooking methods. Another most of important thing is to get the Hearth Authority from the Government to make consumer’s trust. Also the exceptional customer service very important to making the customers’ satisfaction and the business successful. 2) Advertising and Promotion: For the new coming restaurant in Singapore will select several different ways for their advertising and promotion campaign, attracting the consumers focus and trial. To keep some of the customer’s royalty. The methods of advertising are News paper; Television, Ratio, MRT Post, but the internet is a new type of method for the advertising. All the advertising can be using the star effect such as Ms Hsu from Taiwan. The promotions have some ways for the South Beauty. For example, Credit card payment promotion, new launch cuisines voucher, members discount or Free offers etc. 3) Distribution: The restaurant distributions are base on internal of operation. When the customer sit into the restaurant, the menu clean to View, the order convenient, the serving velocity, and easy payment, finally clean up fast. The others are materials and catalogues enough and fresh, keep the customers satisfaction. 4) Pricing: The pricing scheme is designed base on costs w ith fair margin, but must to be competitive, accord with consumption level. . Marketing Budget Plan 6. Conclusion Singapore is an important part for any enterprise can be used as a springboard into the international market. And the multicultural market is good adptive process for the internatinal development strategy of The South Beauty. Based on the analysis of the The South Beauty, we can clearly found that Singapore is not only a good market, at the same time to the first brand of Chinese catering enterprise; it is also a rare experience. Singapore’s government management and social culture if big different with China, but a large extent reflects the overseas Chinese and westerners to Chinese food attitude. With The South Beauty enter Singapore market, can from higher taste to understand and familiar with the Chinese food culture for Singapore residents, and promote the diversified food culture in Singapore. 7. List of References Fighting off Sars to make a business of Sichuan cuisine (11.2011), BBC News, http://www.bbc.co.uk/news/business-15670333 Restaurant chain South Beauty may relaunch IPO next year, (12.2011), China Business, http://www.scmp.com/business/china-business/ South Beauty’s ugly side exposed, (09.2011), People’s Daily http://english.peopledaily.com.cn/90882/7587516.html Food Beverage in Singapore, (07.2011), New Zealand Exporter Guide Kristie Lorette, Marketing Strategies for Food Brands, (2011) Demand Media Singapore Food and Beverages Industry Comparative Analysis and Companies Ranking, (2011), Market Publishers, http://www.marketpublishers.com/

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Shakespeare’s play ‘Taming of the Shrew’ was written between the years 1590 and 1592 and is categorized as a comedy, mainly for its comedic elements of playfulness and disguises. It has been criticised for its elements of misogyny that have caused controversy; distracting many from its comedic nature. Hodgdon maintains that the play has sparked remarkable angst from its Elizabethan patriarchal power structure which seamlessly no longer ties with modern cultural gender ideology. Elizabethan women were made to be obedient to their husbands and never intervene with the outside world known as the man’s world. Knox quoted â€Å"To promote a woman to bear rule, superiority, dominion, or empire above any realm, nation, or city, is repugnant to nature† suggesting the limitation of women in society. Katherina challenges these values by appearing the exact opposite of a traditional 16th century woman as she is hot-tempered, sharp-tongued and rebellious until she meets her match. Audiences observe an excessive amount of dramatic comedy in the form of farce in Act 2. Kate and Petruchio can be argued to be devised as extreme characters to perform comedic functions, hence shouldn't be taken sincerely. It is possible to execute this comedy in a way that brings out its farcical construction. Katherina and Petruchio engage in a lengthy battle of wit. Katherina refers to Petruchio as ‘a joint stool’, in which Petruchio retaliates with ‘come sit on me’. Their remarks are exaggerated thus only continuing to build sexual tension, as Petruchio counters Katharina with sexual innuendos. Shrewish women were often described as crabs. In using the term: 'I see a crab', Katherina positions Petruchio on a corresponding level with herself. A crab apple is a sour... ...ates'. These two lines portray Petruchio's scheme: he seeks 'one rich enough to be' his wife, and is convinced he will make Kate conform with his standards for a wife. Petruchio emphasis through the repetitiveness of Kate's name within the structure, endorses his authority: he has the ability to conform Kate. There is demonstration of male superiority throughout the rest of the play, portraying injustice in equality. During Act 2 Kate is shrewish but soon as she marries; her character traits begin to wither away, making her fit the role of women in Shakespearean time. Shakespeare could have intended to show the injustice of the role of women in Shakespearean times, implying that even the strong fall weak. He uses the play to mock society's norms but does have to come to a conclusion to show Katherina as vulnerable like any other women were portrayed at that the time