Amy Tan s The Joy Luck Club Essay - 1567 Words

Amy Tan’s â€Å"The Joy Luck Club† is a novel written in various short stories between four immigrant Chinese mothers and their four Chinese-American born daughters. The mother’s represent their heritage, tradition, culture, and native tongue. Their daughters; however embody America and its culture, along with language. Each mother and daughter share the emotional feeling of cultural separation between themselves and their relationship with each other. With their cross-cultural relationship, the daughters are at a stance with their mother, her upbringing, and wisdom. Through the mother’s stories, Amy Tan convey’s cross-cultural relationships amongst the mothers’ and daughters through symbolism and anecdotes. By facing disadvantages each mother learns to become strong through their own struggle and have become protective of their daughters from pain that they had endured in China. Although, with the daughters being brought up in a cross-cultu ral environment, primarily American culture, they ironically mistake their mother s’ guidance and love as judgement. They feel pressured and criticized by their mothers and correlate it as an inability to understand the American Culture. Lindo and Waverly have built a relationship upon Lindo’s high hopes for her daughter and wanting to ensure the best of both worlds for her. After seeing how talented Waverly was at chess, Lindo’s pride ignored her daughter’s wishes as she moved through tournaments, while Waverly viewed her mother’s prideShow MoreRelatedAmy Tan s The Joy Luck Club1097 Words   |  5 PagesCulture defines humanity. Culture makes humans different than any other living organism ever known. Culture is what makes humans unique, and yet culture is easily the most misunderstood characteristic of individuals. In Amy Tan’s The Joy Luck Club, Amy Tan develops the theme of incomplete cultural understanding leads to an inability to comm unicate one’s true intentions through juxtaposition and conflict between mothers and daughters and their cultures. The conflicting Chinese culture of the mothers’Read MoreAmy Tan s The Joy Luck Club890 Words   |  4 PagesLena and Ying-Ying from Amy Tan’s The Joy Luck Club both face injustice in their patriarchal relationships, just as Mariam and Laila from A Thousand Splendid Suns, however on very different terms. Lena, like Amir and Laila, struggles with confrontation and complete deference of others. However, under the influence of her mother, Lena realizes the problematic recurrences in relationship with her husband. Ying-Ying, aware of her daughters submissiveness, must lead Lena to intervention to confront herselfRead MoreAmy Tan s The Joy Luck Club1385 Words   |  6 Pages Amy Tan s The Joy Luck Club Mona A. M. Ahmed Zagazig University, Egypt The purpose of this paper is to investigate pluralism, acculturation and assimilation in Amy Tan s novel The Joy Luck Club (1989), a finalist for the National Award, and a recipient of the 1990 Bay Area Book Reviewers award for fiction. Amy Tan (1952- ) is a Chinese American novelist; she is the daughter of John Tan, a Chinese electricalRead MoreAmy Tan s The Joy Luck Club Essay805 Words   |  4 PagesRebecca Nemmers American Minority Writers Professor Czer September 12, 2016 Mother Knows Best Amy Tan’s The Joy Luck Club is a well-known novel that discusses the difficulties that Chinese American immigrants face especially in the second generation. This novel specifically focuses in on the stories of the mothers and their daughters, their sufferings and triumphs. Due to both the generational and cultural differences between the mothers and daughters are extreme and these differences cause theirRead MoreAmy Tan s The Joy Luck Club1023 Words   |  5 Pagesand other scholars’ articles, a diasporic and often considered as postcolonial discourses- Amy Tan’s debut novel The Joy Luck Club comes to my mind. Amy Tan, as one of the renowned contemporary Chinese American writers, and also as one of the daughters of the immigrants herself, writes several novels revealing situations and reflecting problems faced by the Chinese diaspora in America. Although The Joy Luck Club has been published for more than two decades, the stories inside are still going on in Chi neseRead MoreAmy Tan s The Joy Luck Club1028 Words   |  5 PagesIn Amy Tan’s The Joy Luck Club, Waverly Jong is a dynamic character who shows her arrogance, selfishness and insecurities as the story progresses. On the first letter of Waverly’s name, W, sits a Mink, which symbolizes her desire for her mother’s approval. Throughout the novel, Waverly avoids Lindo’s criticism and fears her mother will not agree with her choices. This is evident in â€Å"Four Directions† when Waverly shows her mother the mink coat Rich bought her and Lindo responds, â€Å"This is no good†¦Read MoreAnalysis Of Amy Tan s The Joy Luck Club1637 Words   |  7 Pagessame time† (Goreski). Amy Tan, an author of numerous novels, understands the battle of relationships, especially between culturally diverse mothers and daughters. In one of Tan’s novels, The Joy Luck Club, she writes to get the point across of how difficult it is for contrasting cultures to communicate with one another, â€Å"...out of an intense concern with the individual artistic choices she was making at every level and at every moment† (Evans 3). The passionate message Tan stresses in the novelRead MoreAmy Tan s The Joy Luck Club1210 Words   |  5 PagesThe Joy Luck Club, Amy Tan tells the story of four Chinese mothers and their American daughters. Throughout the book, Tan talks about the mothers and the life they had in china, the relationship between their mothers, and why they moved to America. She also writes about the daughters who were born and raised in America and their relationship with their mothers. In addition, she talks about the cultural differences between the Chinese mothers and the Chinese-American daughters. Joy Luck Club is oneRead MoreAmy Tan s The Joy Luck Club986 Words   |  4 Pageshope. How to laugh forever†, Amy Tan wrote in The Joy Luck Club. This powerful quote not only exhibits the mindset that Amy has formed over the years, but also how various lessons has shaped her inner-being. Overcoming a past were all the odds were against her, even her mother, leaves Tan’s story worth being heard. Amy’s mixed heritage made adapting to the free life of America from an authoritarian Chinese parenting style difficult. The pivotal moment that altered Amy Tan’s life the most was breakingRead MoreAnalysis Of Amy Tan s The Joy Luck Club Essay1664 Words   |  7 PagesLauren Lee 11 September 2016 English 203H 1st Period 3 paragraphs â€Å"The Joy Luck Club† Journey of the Swan In Amy Tan’s story â€Å"The Joy Luck Club,† Jing-mei recalls the struggles she is burdened by in not understanding the extensive sacrifices her mother made and the guilt she carries of never living to be her mother’s swan. For the majority of her life, June has battled with the tedious thoughts of why her mother never seemed content with her. â€Å"Auntie Lin and my mother were both best friends and

The Stages Of Clinical Reasoning - 1149 Words

Clinical reasoning can be defined as, ‘the process by which nurses (and other clinicians) collect cues, process the information, come to an understanding of a patient’s problem or situation, plan and implement interventions, evaluate outcomes and reflect on and learn from the process’ (Levett-Jones Hoffman 2013, p.4). It requires health professionals to be able to think critically and ensures better engagement and results for the patient (Tanner 2006, p.209). The Quality in Australian Healthcare Study (Wilson 1995, p.460) discovered that ‘cognitive failure’ resulted in approximately 57% of unfavourable clinical events involving the failure to produce and act correctly on clinical information. It also recognises that often nurse’s preconceptions and assumptions can greatly affect patient care and by going through such a process, one can take into account the holistic nature of the patient and provide the best, most appropriate care. Process Information The third stage in the clinical reasoning cycle is process information. This involves the gathering of signs and indications and the recognition of patterns (Levett-Jones Hoffman 2013 p.5). It is also when one can begin to form hypotheses and predict potential outcomes. In regards to Mrs Checkett’s case, there are many cues that need to be taken into consideration in order to best care for her. According to Chester and Rudolph (2012, p.2), vital signs in the elderly change due to the reduction of function of homeostaticShow MoreRelatedMajor Concepts And Definitions : Benners Stages Of Clinical Competence1488 Words   |  6 PagesMajor Concepts and Definitions Benner s stages of clinical competence consist of five stages ranging from novice to expert. This model is the framework for not only understanding the needs of a nurse at various levels but also what the nurse at a particular stage has to offer to peers. In stage one the novice nurse is typically a nursing student or a nurse that has been moved to a new discipline. They are unable to predict status changes and are unaware of interventions without an experiencedRead MoreClical Reasoning as Described by Neistdadt1819 Words   |  7 PagesAccoIntroduction The aim of this essay is to explore the Clinical reasoning thinking frame as described by Neistadt (1996). Clinical reasoning is a set of skill performed by occupational therapists which are central to practice and involved throughout the Occupational therapy process (Neistadt, 1996, AOTA, 2008). This will be done in relation to our case study of which the protagonist is Hugh, a 70 year old widower and retired baker, who was managing well an episode of depression but has recentlyRead MoreEarly Life Experiences Impact The Person Across Their Lifespan930 Words   |  4 Pageslifespan† is conveyed in the Jane Piaget theory ‘Stages of cognitive development’ (1936) and Erik Erikson theory ‘Psychosocial stages’ (1950). Piaget argued that children develop knowledge by constructing their experience and observe with their own ideas about how the thing works.(Burton, L.J., Westen, d. Kowalski, R.M. 2015) He developed 4 stages of his theory: Sensorimotor Stage , Preoperational Stage, Concrete Operational Stage and Formal Operational Stage. 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Positive outcomes of this process can be determined by an individual’s preconceptions, attitude, perspective and willingness (mentally and physically) (McCarthy, 2003). In a report by the clinical excellence commission of NSW Health they conclude that there areRead MoreFda s Drug Approval Process : History, Pre Market, And Post Market1208 Words   |  5 Pages III. Pre-Clinical Stage: Drug Sponsor’s Discovery and Screening My report will be describing the process for a new drug to be released on the market. However, the approval process begins before the Food and Drug Administration’s involvement, therefore, before the drug manufacturer’s can submit an Investigational New Drug Application, do clinical trials, submit a New Drug Application, and be FDA reviewed; they must develop a drug first. This is generally called the pre-clinical stage. By pre-clinicalRead MoreImportance Of Theory : Smith Parker1544 Words   |  7 Pagestheories: an overview, 2012). 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This was dependent on Dewey’s and Piaget’s way of thinking.) Lawrence not only taught at the UniversityRead MoreTaking a Look at Lawrence Kohlbergs Studies1122 Words   |  5 Pagescause, helping to bring Jewish refugees through the British blockade. In 1948 he attended the University of Chicago and obtained his BA in one year due to his excellent scores on the entrance examination. He was going to school to study to become a clinical psychologist. While in the process he came across the work of Jean Piaget’s moral development. This caught Kohlber’s interest and Kohlberg himself began to look into moral development. He began to interview children and adolescents on moral situationsRead MoreThe Stages and Treatments of Alzheimer’s Disease Essay925 Words   |  4 PagesThe Stages and Treatments of Alzheimer’s Disease Alzheimer’s disease is a brain disease with many different stages that slows one’s lifestyle and has no real cure. Alzheimer’s disease is named after Dr. Alois Alzheimer. The disease first appears around the age of sixty. Studies have concluded that as many as 5.1 million Americans have Alzheimer’s disease. A person with Alzheimer’s loses connections between neurons in the brain (1). Scientists do not know exactly what causes Alzheimer’s, but

Managers and Performance Evaluations Ethical Dilemmas

Managers and Performance Evaluations: Ethical Dilemmas Performance evaluations serve the purpose to enlighten subordinates about what they should be doing better or differently, (Culbert, 2012). However, they can often become problematic and raise serious ethical issues that would threaten the well being of the employee, manager, and company in general. There are several ethical issues which can present themselves in performance reviews which can be even further augmented by social issues going on outside the context of the company, and such ethical dilemmas can have a serious impact on the health and productivity of contemporary businesses working within an ever-increasing competitive environment. The issue of imposing a managers supremacy over the employee can become a major ethical issue. Essentially, performance reviews can often be seen as intimidation aimed at preserving the boss authority and power advantage (Culbert, 2012). The authority figure of the manager can often be abused, causing the employees to suffer at the hands of individuals who are over-reaching their power within the workplace. This is an ethical issue because it is allowing for a growing animosity and discrimination against employees based on the power-hungry bias some managers may exhibit. In addition, the single mind of the boss then takes authority over a wide plethora of individual employees with a variety of personal characteristics and traits. Essentially, this places the person inShow MoreRelatedEthical Performance Evaluations1180 Words   |  5 PagesEthical Performance Evaluations Organizations have a commitment to employees to provide an evaluation based on performance that is being performed the position held. Managers include the aspects of responsibilities, strengths, and weaknesses of performance that are presented on a daily basis by an employee. 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This process customarily comprises of giving constructive feedback to an employee s o that they are better able to improve their job performanceRead MoreEthical Principles1475 Words   |  6 PagesAn Analysis of Ethical Principles in The Evaluation The term ‘ethical’, as I have come to apprehend it, is not just conforming to putative standards of conduct, but dealing with what is good or bad and with moral duty and obligation. Thomas A. Schwandt, a professor at the University of Illinois, notes that â€Å"while we can live in a world without standards and guidelines, we cannot live in a world without ethics.† Although, standards and guidelines have become prominent and are important guides inRead MoreSample Resume : Publix Bakery Department Manager1271 Words   |  6 PagesCrow Title: Publix Bakery Department Manager Education background: Degree in Graphic Design from Auburn University – Montgomery (AUM) Management Experience: One year as Assistant Bakery Manager recently promoted to Department Manager Tasks and responsibilities: Manage associates, make sure customers are taken care of, manage sales and inventory, and make sure to keep a clean food safety department. 1. Were you intentional about wanting to become a manager? â€Å"Yes. I started as a baker in 2011Read MoreEthical And Ethical Decision Making1500 Words   |  6 PagesThe modern manager should tick a variety of boxes when it comes to skills they possess and while some are considered more important than others, ethical decision making is a skill that has become increasingly pivotal. Jones states that a ‘moral issue is present where a person’s action, when freely performed, may harm or benefit others’ and defines ‘an ethical decision is a decision that is both legally and morally acceptable to the larger community’ (1991, p. 387). In order to create a company wideRead MoreEthical Dilemmas in Workplace1634 Words   |  7 PagesEthical Dilemmas in Workplace Personal values may conflict with ethical decision making if those personal values are different than the organizational norms of the business or institution. Constructing, and maintaining personal ethics in the workplace rests with the individual, and how willing he or she is in assimilating to the evolving cultural dynamic of the corporate world. Many times a person find their personal, cultural and/or organizational ethics conflicting and must reconcile a course ofRead MoreRodolfo Furniture Store Budget Analysis Essay1215 Words   |  5 Pagesas to the direction the entity would like to go. Erroneous decisions can lead to bad decisions that may end up in losses for the company. Rodolfo Furniture is on the verge of making a shift from a furniture maker to distributer. Yet only if the ethical accounting practices have been place into the production of the analysis; can Rodolfo Furniture decide on its future. Budgeting: Risks Associated with Sales Forecast The preparation of the usually begins with a sales forecast. 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According to authors Trevino and Nelso n, (2004) states, â€Å"a set of moral principals or values, or the principals, norm, and standards of conduct governing a group or individual.† On the other hand, three ethical criteria determined in this discussion like obligation, moralRead MoreProfessional Ethics Essay861 Words   |  4 PagesCh 4: Professional Ethics 4-28 Cases a. This presents an ethical dilemma for Barbara, because she is faced with the decision as to what actions or behavior would be appropriate for this situation. Barbara’s ethical dilemma necessitates deciding whether she should communicate her findings to the client for adjustments or to disregard them as instructed by Jack. b. Six-Step Approach: 1. | Relevant Facts: | | * The accounting firm for which both Barbara Whitley and Jack

World Geography Level South Africa - 1599 Words

Darin Colarusso Ms. Higgins World Geography Level 1 18 December 2014 South Africa South Africa is the future of Africa. They are undisputedly the economic, academic, and scientific leaders of that continent. They are the country that takes that first giant leap forward to a better life in Africa. South Africa is not like most of the other countries of Africa for many reasons. They are ahead of the game pretty much at any aspect. Even though they have major problems, they still are undoubtedly the line leaders of a broken continent. You may or may not know where exactly South Africa lies, but you would probably make the assumption it is in the southern portion of Africa. Countries that border South Africa are Namibia, Botswana, Zimbabwe,†¦show more content†¦South Africa’s culture as a whole has a lot to do with family. The families may be different in skin color, but the value is all the same. â€Å"The basic unit of South African society is the family, which includes the nuclear family and the extended family or tribe. In traditional African society, the tribe is the most important community as it is the equivalent of a nation. The tribe provides both emotional and financial security in much the same way the nuclear family does to white or coloured South Africans. The coloured and more traditional Afrikaans cultures consider their extended family to be almost as important as their nuclear family, while the English-speaking white community places more emphasis on the nuclear family. People in cities live a fast life while outside not as fast. Rural black communities still rooted to traditions. Non rural have mixed the ties with traditional and modern ways. People from Cape Town are very proud of their city, and often appear to have a superior attitude about their city versus the rest of the country. Family ties, long-term friendships and social standing are all important to Capetonians.† ( Kwissential ) As said before the country of South Africa is a very diverse country. There are many races and religions practiced there. There is a total of at least 5 different races in South Africa. Those races include african, white, colored, indian/asian, and other. In total, 51,770,560

How MTV Maintains Its Dominance Essay Example For Students

How MTV Maintains Its Dominance Essay Music Television, a basic cable service known by its acronym MTV, remains the dominant music video outlet utilizing effective marketing and competitive business practices throughout its nineteen year history. The creation of the I Want My MTV marketing campaign and use of the campaign throughout the 1980s helped the cable outlet secure a substantial subscriber base. MTV dealt with competition from cable mogul Ted Turners Cable Music Channel by creating a fighting brand, sister cable service VH-1, along with facing challenges by numerous other music video programming services.Through exclusivity agreements with record labels for music videos and limiting access to cable systems owned by MTVs parent company, MTV exercised anticompetitive and monopolistic means to fend off competition. From its launch, MTV successfully applied these marketing and competitive business practices.The board of the Warner AMEX Satellite Entertainment Company (WASEC), a partnership between Warner Communicati ons and American Express, gave approval in mid-January 1981 for the creation of a cable service that would broadcast music videos .Music videos, song length visual depictions used in the promotion of a musical acts latest release, were already popular on European television since the mid 1970s.A deadline of August 1, 1981 was set for the launch of this new cable service as programs featuring music videos were beginning to appear on cable outlets such as Home Box Office and USA Network.The set-up and programming of the entire operation was to be established in approximately six-and-a-half months. Bob Pittman, a WASEC programming executive with a background in radio, wanted to ensure the new music video outlet delivered programming that appealed to its target audience of twelve to thirty-four-year-olds. This age demographic was both desirable and difficult for advertisers to reach as young adults typically did not watch much of what television offered at the time.He determined that, with little exception, the cable service would have no distinguishable programs.Video upon video would be presented by on-air personalities dubbed video jockeys, veejays for short, who would also provide entertainment news and conduct artist interviews.The absence of scheduled programming was, as stated by Tom McGrath in MTV: The Making of a Revolution, a radical notion as regularly scheduled programs were the norm on American television up to this point.Programming the new music video outlet in this manner made it as familiar as format commercial radio, while presenting it using the medium of tele vision, to its young target audience. The name of the new music video cable service began as TV-1, a name that Bob Pittman felt fit the youthful arrogance the channel embraced.With little support for the name from other WASEC executives, an M representing music replaced the 1 in the name. The name eventually evolved into MTV, Music Television. With a name chosen for the new cable outlet, Fred Seibert, the Director of On-Air Promotion, was charged with commissioning a logo for MTV. Manhattan Design, the studio hired by Seibert, eventually developed the logo still used by the channel today: a large block M with a small TV that looks spray painted on. Many in Sales and Marketing at WASEC thought the logo left much to be desired, with one executive asking Seibert if he thought it would endure as long as the CBS eye.Almost two decades later, the MTV logo is arguably one of the most recognizable pop culture icons. A video of the Buggles Video Killed the Radio Star marked the launch of MTV at 12:01 AM August 1, 1981. Jack Banks notes in Monopoly Television: MTVs Quest to Control the Music that at the start, the music video channel was available in 2.1 million homes and was not offered in either New York City or Los Angeles.The absence of MTV from cable systems in these two cities presented several problems for the new cable outlet. The amount of available advertising time sold, only thirty percent at the channels launch, did not seem likely to increase without advertising executives able to see MTV. National media coverage of the new music video channel was also lacking its start-up, with the exception of one reporter from the Los Angeles Times.An effective marketing campaign would be developed in the next several years that would increase customer demand for MTV, increasing the number of subscribers. Creative Writing: The Person Behind The Mask EssayMTV achieved its dominance as a music video outlet utilizing effective marketing and competitive business practices since its inception. The I Want My MTV campaign and use of the campaign throughout the 1980s is one example of the cable outlets use of effective marketing technique. MTVs business strategy ended competition from cable mogul Ted Turners Cable Music Channel through the creation of a fighting brand, along with facing challenges by numerous other music video programming services. Exclusivity agreements with record labels for music videos and by limiting access to cable systems, MTV effectively exercised anticompetitive and monopolistic means to fend off competition. McGrath, Tom. MTV: The Making of a Revolution. (Pennsylvania: Running, 1996), p. 124. Banks, Jack. Monopoly Television: MTVs Quest to Control the Music. (Colorado: Westview, 1996), p.32. McGrath, Tom. MTV: The Making of a Revolution. (Pennsylvania: Running, 1996), p. 47. Banks, Jack. Monopoly Television: MTVs Quest to Control the Music. (Colorado: Westview, 1996), p. 34. McGrath, Tom. MTV: The Making of a Revolution. (Pennsylvania: Running, 1996), p. 62-63. Ted Turner Turns off the Music. The Economist. 8 December 1984: 77. Denisoff, R. Serge. Inside MTV. (New Jersey: Transaction, 1988), p. 155. Bibliography:Banks, Jack. Monopoly Television: MTVs Quest to Control the Music. Colorado: Westview,1996. Denisoff, R. Serge. Inside MTV. New Jersey: Transaction, 1988. McGrath, Tom. MTV: The Making of a Revolution. Pennsylvania: Running, 1996. Ted Turner Turns off the Music. The Economist. 8 December 1984: 77.

Strategic Cost Management Fashion Manufacturing Industry

Question: Describe about the Strategic Cost Management for Fashion Manufacturing Industry. Answer: 1. In the case of a Fashion Manufacturing Industry, the factors are discussed as under, as explained by Gibson Fraser, (2013). Political Political stability of the operational area Governments policies connected with the trade Garment Import / Export policies Economical Global economic impacts Impact of customer demand Impact on Price due to currency fluctuation Social It is a fast changing fashion Every season sees a new consumption pattern Consumers are sensitive to company values Technological Internet is ushering faster technologies 52% of production damages occur during the stitching New production methodologies are emerging Legal Garment industry being a cross-country operation, faces legal challenges from many countries Labour laws vary from country to country Trade Unions with vested interests are unreliable Enovironmental Cotton crops use 2.5% of cultivable land but use 25% of insecticides and 11% of pesticides worldwide Producing 1kg of cotton uses 15 litres of water From production to selling a jean requires 25 litres of oil, as detailed by Gibson Fraser, (2013). In the case of Levi, says Richard (ed.), (2014), the important threats are Cross-country legal implications Currency fluctuations Policies of different governments Domestic entrants in countries where Levi sells Factors affecting the Personal Pair jeans are Change in fashion choice of consumers Competition from cheaper jeans Time factor in producing the pair 2. Profitability per Pair of Levi Jeans Particulars Wholesale Retail Gross Receipt $35 $50 LESS: Markdown $3 $5 Net Receipt $32 $45 COGS Cotton Cost $5 $5 Manufacturing Conversion $5 $5 Distribution Costs $9 $11 Total COGS $19 $21 Gross Margin $13 $24 Selling, General Administrative Costs $9 $19 Profit before Tax $4 $5 3. Levi is trying to enter the field of personal tailoring and for that it plans to make the dependency of its product on three factors, as per Richard (ed.), (2014) The knowledge, experience and judgment of the Sales Clerk managing the kiosk and who is the prime source of information about the customers fitment measures. The interpretation of this fitment measure by the software provided by the CCTC and subsequent selection of the right material and stitching instructions to the manufacturing base. The correct understanding and more important, the accurate implementation of these measures by the individual tailor who will be stitching the pair. All these factors have elements of risk, thereby increasing the chances of creating a pair of tailor-made jeans which eventually are not to the satisfaction of the customer who has ordered. The biggest success factor of tailor-made clothes is that the person who takes the measurements has met the customer physically and knows the customers build. Eventually this makes the garments fitting very accurate, as described by Richard (ed.), (2014). 4. Levi should increase the sale price of the customised jeans by 50% to $75 because of the factors discussed hereunder. The Personal Pair of Jeans which Levi has introduced is a personalised service, which involves the cost of maintaining a specialised cabin for the customer, a Sales Clerk exclusively trained for such customers, a software company to manage the data and a separate section of tailors who will stitch each pair as per the customised measures given. This will increase the production cost, will require more space at the retail outlets and the manufacturing units will have to maintain a separate section for this customised segment, as explained by Moens Jones (ed.), (2013). Based on these estimated factors, the COGS and S, G A will go up by about 30% and another 5% will have to be added for the increased investment on the retail and manufacturing space. Levi has also to take into account the additional cost of 10% which it will be paying to the software company. Another 5% is the anticipated costs related to contingencies, returned orders and taxes, say Moens Jones (ed.), (2013). 5. Profitability per Personal Pair of Levi Jeans Particulars Retail Gross Receipt $75 LESS: Markdown $5 Net Receipt $70 COGS Cotton Cost $5 Manufacturing Conversion $13 Distribution Costs $12 Total COGS $30 Gross Margin $40 Selling, General Administrative Costs $25 Profit before Tax $15 6. Marketing Strategy Objective The foremost objective is that of marketing strategy so as to make the company profitable. For Levi this is important as Levi Jeans has lost out to many a start-up companies and it is important for the company to attract customers. Attracting new customers is possible only if the company becomes known for innovative products and newer marketing strategies in the jeans-market, assert Gibson Fraser, (2013). Positioning Objective The companys marketing strategy is based on innovation, targeting new products and positioning itself to numero uno position. Positioning can be attained by designing a new offering to the customers with an image which can place the company back to its distinctive position in the minds of the large target market. The ultimate goal of the company is to relocate the brand in the minds of those customers who need to be targeted for generating maximised potential benefit for the company, assert Schaffer, Agusti Dhooge, (2014). A better positioning of the companys established brand can help the companys marketing strategy because it will generate a renewed interest in the brand. Target Objective The companys targets can be achieved through this unique way by introducing the new concept of Personal Pair Jeans. For the customers of Levi Jeans, the essence of this new concept will be to emphasize that Levi Jeans are being custom made. It will also send a strong message to the customers that they need not go through the long process of trying several pairs of regular jeans. The customer will be treated uniquely at the companys retail outlet and they can walk-in and order a customised jean of their choice, liking and fitting. As per Schaffer, Agusti Dhooge, (2014), ushering in a new unique experience for the large number of already existing Levi Jeans customers, who have tried the old process of purchasing a pair of jeans, this easiness of getting a customised jeans will definitely bring about an ever changing demand in the market with numerous choices available at the point of sale. The biggest advantage of this Target Positioning Strategy will be that the similarities and diff erences between Levi and its rival brands will be more clearly defined. Levi, with its long market positioning, its dedicated customer base across the globe has the potential to take a decision on the positioning required by determining and identifying the target markets, the competition and the differences and similarities between the rival brands and what Levi can offer, explains Richard (ed.), (2014). Levis Advantage Objective Levi Strauss Co. has commanded a worldwide market dominance during the 80s when it introduced its 501 Product Line. But with profits continuing to nose dive due to a decrease in its product demand and the continuous rise of the competition. During the period from 2000 to 2007, Levis faced the toughest of competition when the competitors were successful in taking away a large portion of Levis market share because of their heavy advertising and branding techniques. The new starters were able to chip away Levis market share because they were able to capture selective segments. Companies such as Calvin Klein were successful in their brand positioning as they were able to target the high-end consumers, as detailed by Richard (ed.), (2014). Levis biggest competitor, VF Corp. decided to purchase Seven For All Mankind as its market entry product. Thus, VF Corp captured the low-end jean customer, whereas Calvin Klein began capturing the high-end customers. In 1996, Levi reported revenues of $7.6 billion and had 18.7% of the U.S. jeans market share. By 2001, the revenues dropped to $4.25 billion and the company had a 12.1% of U.S. jeans market share. Since then, the company has been trying to raise its market share and increase its revenues and this concept of Personal Pair Jeans is the signature campaign of Levis jeans. Forced at re-evaluating itself after years of declining revenues, say Moens Jones (ed.), (2013), Levis is confident that it has been able to find a way of achieving success by introducing this signature campaign on a largescale with streamlining of costs. Levis is sure that it will get help from its international presence and is also confident that the current impact of the global currency exchange market will prove to be beneficial for the company as it shall benefit from the weak dollar. The company is hopeful that it will find a way into the ever increasing and lucrative premium jeans market by introducing this new signature campaign, assert Moens Jones (ed.), (2013). The company has plans to hire famous international stars, artists and personalities to liven up the Levi brand. List of References Gibson, A. and Fraser, D. 2013, Business Law 2014. Pearson Higher Education AU, Frenchs Forest, NSW. Moens, G. and Jones, R. (ed.). 2013, International Trade and Business Law Review, Volume 10. Routledge, Oxon. Richard, T.A. (ed.). 2014, Professional Business Law Essays. Richard TA, New York. Schaffer, R., Agusti, F. and Dhooge, L. 2014, International Business Law and Its Environment, 9th ed. Cengage Learning, Stamford, CT.