How do the directors Franco Zeffirelli Essay

Both films are based around the original script by Shakespeare, yet both directors have adapted the script slightly too go with their version of the film â€Å"Romeo and Juliet. † Baz Luhrmann’s version of â€Å"Romeo and Juliet† begins with a shot of a television; this tells the viewers that the film is set in modern times, rather than Elizabethan England. The news reporter reads out the background history of the â€Å"ancient grudge. † Whilst she reads, the camera slowly zooms in, as this happens shots of newspapers and magazine headlines flash up creating the feeling that the fights between the two families affect the whole city whilst this is happening there is some operatic music in the background which is brought into the foreground, so that we get the impression the film is going to be about a fight between two families that end in tragedy. The screen blanks, and the film starts. The Montague boys are driving up a motorway in a bright yellow customised 4Ãâ€"4 in the background you can hear hip-hop music, this makes the Montague boys seem fun, peaceful and approachable. They pull into a petrol station where the Cauplet boys are introduced. You instantly feel that the Capulet boys are the opposite of the Montagues, because they are dressed in Mafia style clothes. The whole fight is sparked by one of the Montague boys biting their thumb at the Capulets. There are a lot of shots of just the actor’s eyes this is used to build up tension. In the background Spaghetti western music is playing this gives me the feeling there is going to be an old western style shoot out. Baz Lurhmann uses fast motion a few times this is to add a little bit of comedy in a serious moment in the film. Tybolt comes into the picture and stomps out a cigarette. The fight starts; most of the fight is in slow motion I think that it is used to make the fight look more dramatic. The operatic music starts again in the background creating the affect of violence and hate. The camera pans to one of the Montague boys who is running away through the traffic, and the two others speeding away in their car for their lives, you can hear the sounds of car horns which is then drowned out by the oncoming helicopter. The camera shot is then from the point of view of Captain Prince in the helicopter. This makes the two men on the floor look small and insignificant compared to the chief. Where as Zeffirelli’s version is a lot slower and easy going. The start of the film is of rolling hills at dawn, with Sir Lawrence Olivia’s voice and medieval style music in the background. The music is more romantic than Baz Lurhmann’s choice but they both work equally as well. The camera pans following a horse and cart along a walled city, this is to remind us it is set in Verona. In the background you can hear the hustle and bustle of the market town, the market is were we first see the Capulets talking to each other, in this version of the film the Capulets are portrayed as the rebellious ones, playing and joking around, the camera pans to the Montagues who are talking to a stall owner. The Capulets walk over to cause uproar, one of the Capulets bites his thumb and they have a confrontation. In the background there is silence and there are shots of the town folks standing watching them, you can hear one man say â€Å"look at them! † I think this is used to show how the villagers react to all the fighting. As the scuffle breaks up the Montague’s turn leave, one of their elder members is tripped over by the Capulets. The fight starts in the background the director has chosen to have screaming and the sound of people fleeing. The town bell rings in the foreground. My interpretation of this is that the bell is supposed to alert the Prince of Verona, and to tell the people to stay away from the market square. Benvolio is introduced with a crowd of Montagues behind him creating the feeling he is an important figure in the film. The fighting stops for a few moments then Tybalt says â€Å"Peace but I hate peace†¦ † Then the fighting continues, the noise of the brawl dominates for quite some time until the sound of trumpets echoes the town, the trumpets grow louder with the noise of hooves. The Prince arrives on a white horse with several trumpet players behind him. The Prince looks down on his unruly subjects. This makes the Prince look very powerful compared to the people on the ground, there is silence whilst the prince addresses the crowd this gives me the impression that the Montagues and Capulets respect the Prince’s authority over them.

Mockingbird Quotes Essay

Chapter 1Maycomb was an old town, but it was a tired old town when I first knew it. . . . There was no hurry, for there was nowhere to go, nothing to buy and no money to buy it with, nothing to see outside the boundaries of Maycomb County. But it was a time of vague optimism for some of the people: Maycomb County had recently been told that it had nothing to fear but fear itself. Chapter 3 You never really understand a person until you consider things from his point of view—until you climb into his skin and walk around in it. Chapter 7†³As Atticus once advised me to do, I tried to climb into Jem’s skin and walk around in it: if I had gone alone to the Radley Place at two in the morning, my funeral would have been held the next afternoon. So I left Jem alone and tried not to bother him. â€Å"Chapter 9†³When a child asks you something, answer him, for goodness’ sake. But don’t make a production of it. Children are children, but they can spot an evasion quicker than adults, and evasion simply muddles ’em. â€Å"†You might hear some ugly talk about it at school, but do one thing for me if you will: you just hold your head high and keep those fists down. No matter what anybody says to you, don’t you let ’em get your goat. Try fighting with your head for a change. â€Å"†Simply because we were licked a hundred years before we started is no reason for us not to try to win†Ã¢â‚¬ Atticus said, ‘You’ve a lot to learn, Jack. ‘ ‘I know. Your daughter gave me my first lessons this afternoon. She said I didn’t understand children much and told me why. She was quite right. Atticus, she told me how I should have treated her-oh dear, I’m so sorry I romped on her. ‘† Chapter 10 â€Å"Remember it’s a sin to kill a mockingbird. That was the only time I ever heard Atticus say it was a sin to do something, and I asked Miss Maudie about it. â€Å"Your father’s right,† she said. â€Å"Mockingbirds don’t do one thing but make music for us to enjoy. They don’t eat up people’s gardens, don’t nest in corncribs, they don’t do one thing but sing their hearts out for us. That’s why it’s a sin to kill a mockingbird. † Chapter 11 It was times like these when I thought my father, who hated guns and had never been to any wars, was the bravest man who ever lived. The one thing that doesn’t abide by majority rule is a person’s conscience. It’s when you know you’re licked before you begin but you begin anyway and you see it through no matter what. You rarely win, but sometimes you do. â€Å"I wanted you to see what real courage is, instead of getting the idea that courage is a man with a gun in his hand. It’s when you know you’re licked before you begin, but you begin anyway and see it through no matter what. â€Å" Chapter 13†³I never understood her preoccupation with heredity.  Somewhere, I had received the impression that Fine Folks were people who did the best they could with the sense they had, but Aunt Alexandra was of the opinion, obliquely expressed, that the longer a family had been squatting on one patch of land the finer it was. â€Å"Chapter 14†³Ã¢â‚¬ËœThat’s because you can’t hold something in your mind but a little while,’ said Jem. ‘It’s different with grown folks, we-‘ His maddening superiority was unbearable these days. He did not want to do anything but read and go off by himself. â€Å"Chapter 19†³Mr. Gilmer smiled grimly at the jury. ‘You’re a mighty good fellow, it seems- did all this for not one penny? ‘ ‘Yes suh.  I felt right sorry for her, she seemed to try more’n the rest of ’em-‘ ‘You felt sorry for her, you felt sorry for her? ‘ Mr. Gilmer seemed ready to rise to the ceiling. † Chapter 20†³Our courts have their faults, as does any human institution, but in this country our courts are the great levellers, and in our courts all men are created equal. † Chapter 22 They’ve done it before and they did it tonight and they’ll do it again and when they do it—seems that only children weep. Chapter 23†³Ã¢â‚¬ËœScout, I think I’m beginning to understand something. I think I’m beginning to understand why Boo Radley’s stayed shut up in the house all this time. It’s because he wants to stay inside. ‘† Chapter 25 Atticus had used every tool available to free men to save Tom Robinson, but in the secret courts of men’s hearts Atticus had no case. Tom was a dead man the minute Mayella Ewell opened her mouth and screamed. â€Å"‘Why couldn’t I mash him? ‘ I asked. ‘Because they don’t bother you,’ Jem answered in the darkness. He had turned out his reading light. â€Å"Chapter 30†³Atticus looked like he needed cheering up. I ran to him and hugged him and kissed him with all my might. ‘Yes sir, I understand,’ I reassured him. ‘Mr. Tate was right. ‘ Atticus disengaged himself and looked at me. What do you mean? ‘ ‘Well, it’d be sort of like shootin’ a mockingbird, wouldn’t it? ‘† Chapter 31 Atticus was right. One time he said you never really know a man until you stand in his shoes and walk around in them. Just standing on the Radley porch was enough. When they finally saw him, why he hadn’t done any of those things . . . Atticus, he was real nice. . . .† His hands were under my chin, pulling up the cover, tucking it around me. â€Å"Most people are, Scout, when you finally see them. † He turned out the light and went into Jem’s room. He would be there all night, and he would be there when Jem waked up in the morning.

Project On Bajaj Auto Limited

November 14, 2009 Project On Bajaj Auto Limited Submitted by Team TiTanS -Amit Sheth -Anand Dube -Darshna Chande – Mrinal Kaul -Subrato Das -Vinay Chaudhary Page 1 of 23 1 BAJAJ AUTO LTD November 14, 2009 Index 1. 0 Introduction 2. 0 PRODUCT PORTFOLIO. 2. 1 Product life cycle of the various products. 2. 2 A BCG Matrix of Various products. 3. 0 Key Brands – Top Three in terms of volume and revenue 3. 1 Bajaj Pulsar. 3. 2 RE (3 Wheeler). 3. 3 Discover. 4. 0 Positioning of the top three brands of the company. 4. 1 Pulsar. 4. 2 Discover. 4. Bajaj Auto (Commercial Vehicle). 5. 0 Competitors and the differentiation of each based on positioning. 5. 1 Pulsar key Competitors. 5. 2 Bajaj Auto Commercial Vehicles. 5. 3 Discover key Competitors.6. 0 Key marketing communications and the evolution of the same since 1995 7. 0 The Future. 7. 1 Recommendations. 8. 0 Graphs. 8. 1 Sales data of BAL and Industry Comparison. 8. 2 BAL in International Market. 8. 3 3 Year Projection for Comme rcial unit of BAL 8. 4 BAL projection for Domestic Sales 9. 0 References. Page 2 of 23 2 BAJAJ AUTO LTD November 14, 2009 BAJAJ AUTO LTD 1. Introduction Bajaj Auto is India's largest and the world's 4th largest two and three-wheeler manufacturer. It is based in Pune, Maharashtra, with plants in Akurdi and Chakan (near Pune) and Waluj and Patnagar in Uttaranchal. Bajaj Auto produces and exports scooters, motorcycles and auto rickshaws. Over the last decade, the company has successfully changed its image from a scooter manufacturer to all round two wheeler manufacturer. Its product range encompasses scooters and motorcycles. Founded in 1926, at the height of India's movement for independence from the British, the group has an illustrious history.The integrity, dedication, resourcefulness and determination to succeed are characteristics of the group even today and can be traced back to its birth during those days of relentless devotion to a common cause. Jamnalal Bajaj, founder of the group, was a close confidant and disciple of Mahatma Gandhi. In fact, Gandhiji had adopted him as his son. This close relationship and his deep involvement in the independence movement did not leave Jamnalal Bajaj with much time to spend on his newly launched business venture.His son, Kamalnayan Bajaj, then 27, took over the reins of business in 1942. He too was close to Gandhiji and it was only after Independence in 1947, that he was able to give his full attention to the business. Its’ real growth in numbers has come in the last four years after successful introduction of a few models in the motorcycle segment. The company is headed by Rahul Bajaj who is worth more than US$1. 5 billion. Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj Trading Corporation Private Limited. It started off by selling imported two and three-wheelers in India.In 1959, it obtained license from the Government of India to manufacture two and three-wheelers and it went public in 196 0. In 1970, it rolled out its 100,000th vehicle. In 1977, it managed to produce and sell 100,000 vehicles in a single financial year. In 1985, it started producing at Waluj in Aurangabad. In 1986, it managed to produce and sell 500,000 vehicles in a single financial year. In 1995, it rolled out its ten millionth vehicles and produced and sold 1 million vehicles in a year. Kamalnayan Bajaj not only consolidated the group, but also diversified into various manufacturing activities.The present Chairman of the group, Rahul Bajaj, took charge of the business in 1965. Under his leadership, the turnover of the Bajaj Auto the flagship company has gone up from Rs. 72 million to Rs. 46. 16 billion (USD 936 million), its product portfolio expanded and the brand has found a global market. He is one of India's most distinguished business leaders and internationally respected for his business acumen and entrepreneurial spirit. Page 3 of 23 3 BAJAJ AUTO LTD November 14, 2009 2. 0 PRODUCT PORTFOLIO Product Portfolio Two Wheelers Three Wheelers Entry Level Mid Level PeformancePassenger Carrier Goods Carrier Platina 100cc & 125 cc DTSi Kristal DTSi XCD 135 cc DTSi Discover 100cc & 135 cc DTSi Pulsar 150, 180, 200 & 220 cc DTSi Avenger 200 DTSi RE-2 Stroke 2 Diesel & CNG RE – 4 Stroke Diesek & CNG GC MAx Diesel & CNG In 1972, it introduced Ba Bajaj Chetek. The company formed a joint venture with . Maharashtra Scooters in 1975. Bajaj Auto established Waluj production plant in Aurangabad, in 1985. In the following year, the company entered into the technical tie-up with Kawasaki Heavy Industries, Japan to produce a range of two up Japan two-wheelers in India.The company signed agreements with Kubota, Japan for the development of diesel engines for three-wheelers, and with Tokyo research and development for un wheelers, ungeared Scooter and moped development, in 1995. In 1999, Bajaj Auto commenced the production at Chakan plant. The company introduced Bajaj Saffire in 2000. In the following year, Bajaj Auto launched Eliminator and Pulsar bikes. Bajaj Auto launched Bajaj Wind 125, Pulsar 150cc and 180cc sports styled bikes, in 2 180cc 2001. In the next year, Bajaj Auto launched Bajaj CT100 and Bajaj Discover DTS The company DTS-i. aunched Bajaj Discover, Bajaj Avenger DTS i, and Bajaj Wave DTS in 2005. In DTS-i, DTS-i, the following year, it launched Bajaj Platina. Bajaj Auto launched 200 cc Pulsar DT DTSi, and Bajaj Kristal DTS-i in February 2007. Bajaj Auto started a new plant at i Pantnagar, Uttarakhand in April 2007. In the following month, the company demerged to form three separate entities: Bajaj Auto (automobiles); Bajaj Holdings and Investment Limited (an investment company); and Bajaj Finserv Limited (wind ited power and financial services company).Bajaj Auto launched its ‘XCD 125 DTS DTS-Si', a 125cc motor bike in September 2007. In May 2008, Bajaj Auto, Renault and Nissan Corporation formed a joint-venture company to develop, produce a nd market the car ure code-named ULC with wholesale price range starting from $2500. The joint named joint-venture company would be 50% owned by Bajaj Auto, 25% by Renault and 25% by Nissan, and to construct the plant in Chakan (Maharashtra state) in India with an initial (Maharashtra planned capacity of 400,000 units per year. In February 2009, Bajaj launched XCD Page 4 of 23 4BAJAJ AUTO LTD November 14, 2009 135 cc DTSi. Bajaj Auto has a distribution network in 50 countries and presence in India, Sri Lanka, Colombia, Bangladesh, Mexico, Central America, Peru and Egypt. The company has global partnerships with the shipping lines of Maersk Sealand, P&O Nedloyd and APL. The company's subsidiaries include: Bajaj Auto International Holdings, a 100% Netherlands based subsidiary; and PT Bajaj Indonesia which assembles and markets Pulsars in Indonesia. 2. 1 Product life cycle of the various products is shown below.INTRODUCTION STAGE: Products like Discover 100 DTSi and Pulsar 220cc. GROWT H STAGE: Products like Discover 135 cc have a great potential to grow and become market leaders in their segment. MATURITY STAGE: Products like Bajaj Pulsar 150 ; 180cc are at their maturity stage. DECLINE STAGE: Bikes like Avenger, Platina, Pulsar 200 cc market have ready substitutes available resulting in lower demand and lower market share. 2. 2 A BCG MATRIX OF VARIOUS PRODUCTS ARE SHOWN BELOW STARS BAJAJ PULSAR SERIES DISCOVER 100cc COWS DISCOVER 125CC DISCOVER 135CC Page 5 of 23 5QUESTION MARK XCD 125CC PLATINA 100cc DOGS AVENGER KRYSTAL BAJAJ AUTO LTD November 14, 2009 3. 0 Key Brands – Top Three in terms of volume and revenue 1. Bajaj Pulsar 2. RE (3 wheeler) 3. Bajaj Discover 3. 1 Bajaj Pulsar It is a motorcycle brand owned by Bajaj Auto in India. It was developed by the product engineering division of Bajaj Auto in association with motorcycle designer Glynn Kerr, Tokyo R;D. Currently there are four variants available with engine capacities of 150cc, 180cc and two var iants with capacities of 220cc. More than a million units of Pulsar were sold by November 2005.Pulsar 200 variant was discontinued in July 2009. With monthly sales of more than 48,000 units in June 2009, Pulsar is the leader in the 150 cc + segment in India with a market share of 43%. The following is the sales data of Pulsar Brand for the last five months. Month Sales (Units) June 48062 July 49621 August September October 65000 55413 56000 3. 2 RE (3 Wheeler) The leading three wheeler manufacturers in India are Bajaj Auto, Mahindra ; Mahindra and the Italy-based Piaggio. In the three wheeler segment, the classification is broadly in terms of carriage and passenger vehicles.Since the former does have a very limited capacity to carry goods and is not preferred by many, the three wheeler manufacturers are more into the passenger three wheelers. Bajaj Auto has a range of models for passenger three wheelers namely RE 2S,RE 4S,RE 4S CNG,RE 4S LPG,RE Diesel and RE Diesel mega . Page 6 of 23 6 BAJAJ AUTO LTD November 14, 2009 TVS Motor has recently entered the fray with its own model of a three wheeler and with the market recording an impressive 18% CAGR rate over the last fiscal, the three wheeler manufacturers still have plenty to laugh about. 3. . Discover The Bajaj Discover a motorcycle made by Bajaj Auto in Chakan, India, debuted in 2004. This is the second indigenous bike from Bajaj. During mid 2005, the Discover was made a single variant model. It was revamped with new graphics, and other features like sns(spring in spring) suspension, self-start, etc. The Bajaj Discover has been the highest selling 125 cc bike in India since the day of its inception and has proven to be a very popular executive commuter. 135cc model has recently released which features a front disk brake, auto-start and black alloy wheels.The following are the sales figure for the last two months for Bajaj Discover. Month Sales (Units) September 94000 October 95139 4. 0 Positioning of the top three brands of the company 4. 1 Pulsar Pulsar was launched in direct competition to the Hero Honda's ‘CBZ' model in 150 cc plus segment. The campaign bore innovative punch line of â€Å"Definitely Male† positioning Pulsar to be a masculine-looking model with an appeal to the performance sensitive customers. The Pulsar went one step ahead of Hero Honda's ‘CBZ' and launched a twin variant of Pulsar with the 180 cc model.The model was a great success and has already crossed 1 million mark in sales. The Big Idea was to position the bike as World's first bike endowed with a gender. Page 7 of 23 7 BAJAJ AUTO LTD November 14, 2009 Pulsar changed its tagline to â€Å"The Fastest Indian† for its 220cc bike. After dumping the â€Å"Definitely Male† tagline, Pulsar advertisements never were a thriller. The product qualities made the brand a huge success. The new ad and new tagline gives a remarkable boost to this brand. It is very wise for the brand to own th e highest superlative.Pulsar has owned the â€Å"Fastest† superlative, which means another brand cannot be faster than the fastest. This is a powerful positioning strategy adopted by the brand. Pulsar has become synonymous with Bajaj. It single handedly brought Bajaj from a state where it was thought that it would be sold or it was running for family prestige. Pulsar Mania was supposed to be the answer to MTV hero Honda roadies which had become synonymous plus a huge success between the youth. Target Audience Bajaj targeted the 18-24 with Pulsar but later found that the brand appealed to a much older audience.This helped Bajaj to change its target audience to 21-35 years 4. 2 Discover Pulsar helped Bajaj to establish itself as a serious player in the Indian motorcycle market. Bajaj had failures in establishing its presence in the executive segment where Hero Honda's Splendour rules. Hence Bajaj launched Discover DTSI with Page 8 of 23 8 BAJAJ AUTO LTD November 14, 2009 much f anfare. The brand ambassador was none less than the legendary Jackie Chan. Things were perfect for a bestseller. But had Discover delivered? Still, No.This was partly because Bajaj was still struggling with the positioning of its brand. The same mistake was done with Calibre. Bajaj was trying to sell Discover by its looks. But then the new commercial suggested something else. The new commercial with a Harry Potter look alike was well executed but had no marketing significance. What was being communicated to the customer? Just like the Hoodibaba campaign involving cartoon characters which actually killed the product, Discover campaigns was based on fantasy. Positioning has to be realistic and hould differentiate the product from its competitors. That is the theory and it works also. So, Bajaj decided that the platform at which Discover is going to be placed is going to be sold as both stylish and performance bike. This bike is the perfect choice for the people with average height as people with more six feet of height may face some difficulty in adjusting their knee position on the tank. Otherwise, this bike offers the great comfort and handling due to its well placed seat and handles. It offers a good mileage of 70-80 kmpl. Therefore it is positioned as a fuel efficient bike.Also, Bajaj wanted to make this bike for masses, so it launched Discover in different variants of 100cc, 125cc, and 135cc. Next year Bajaj is also planning to launch the Page 9 of 23 9 BAJAJ AUTO LTD November 14, 2009 bike in 150 cc to cater the needs of the power hungry people who can’t afford Pulsar. So overall Bajaj is trying to position Discover as a bike for each segment of people. 4. 3 Bajaj Auto (3-Wheeler) Talk of passenger vehicle, and first thing that comes to mind is Bajaj Auto. It is very popular throughout India, and people use them in quite frequently as daily means of transport.Bajaj in auto rickshaws, is already the global market leader. In the domestic market of app roximately 6 million motorcycles annually. Bajaj Auto launches eco-friendly auto rickshaw the vehicle incorporates the latest Gasoline Technology – the Gasoline Direct Injection (GDI) engine, to achieve substantially lower emissions than even alternative clean fuels like Liquefied Petroleum Gas (LPG) and Combusted Natural Gas (CNG) vehicles 5. 0 Competitors and the differentiation of each based on positioning 5. 1 Pulsar Key Competitors: †¢ †¢ †¢ †¢ Apache CBZ Hunk Karizma Pulsar is the Flagship brand of Bajaj.It has been the great success story of modern Bajaj from â€Å"Hamara Bajaj â€Å" to â€Å" Distinctly Ahead â€Å" . The basic differentiation strategy, loaded with the first movers’ advantage, was the technological edge it had over others (Using a patented technology). It mixed performance with killer looks, unlike any of its predecessors was targeted to capture the minds of youth which it did with great success. It was the first bike w hich took India towards full auto-ignition and power bikes. Every now and then it comes with something new and innovative and no doubt Bajaj bikes have mass appeal as well.TVS: With its presence in 160 cc and 180 cc market it is the most potent threat to Pulsar, but erratic nature of TVS motors may pull it down in the longer run. Honda / Hero Honda: The real first mover in 150 cc segment, with CBZ has been the traditional rival, has always been there but has never been really able to really challenge pulsars supremacy. It has launched Hunk and Karizma but never lived up Page 10 of 23 10 BAJAJ AUTO LTD November 14, 2009 to the expectations because of its steep price as against the brand of Pulsar that has a presence across all the segments (150, 180, 200, 220) ranging from Rs. 5,000 to Rs. 80,000. 5. 2 Bajaj Auto Commercial Vehicles: Key Competitors: †¢ Mahindra and Mahindra †¢ Piaggio In the three wheeler segment, the classification is broadly in terms of carriage and pass enger vehicles. Since the former does have a very limited capacity to carry goods and is not preferred by many, the three wheeler manufacturers are more into the passenger three wheelers. Bajaj Auto has a range of models for passenger three wheelers namely RE 2S, RE 4S, RE 4S CNG, RE 4S LPG, RE Diesel and RE Diesel Mega while its existing carriage three wheeler is called GC 1000.It has enjoyed monopoly in this market. In this segment it achieved differentiation on basis of trust and reliability from its competitors; moreover it had a huge first movers’ advantage. The basic customers for this product are low end business men. Mahindra ; Mahindra has got the Champion range of three wheelers. There are Champion pick up and Champion delivery vans while the Champion Passenger carrier is mostly seen in the western parts of the country. The Alfa three wheeler carriages of the M;M has a wide and tall cabin, heavy duty gear box, unique designed chassis and hydraulic shock absorbers.Th e Italian auto major Piaggio manufactures Ape 50 in association with Bajaj Auto at Pune with a 150cc engine. This three-wheeler has different body forms and matches the specifications of various countries wherever it is produced. TVS Motor has recently entered the fray with its own model of a three wheeler and with the market recording an impressive 18% CAGR rate over the last fiscal. 5. 3 Discover Key Competitors: †¢ †¢ †¢ †¢ Ambition ( Hero Honda ) Splendor CD Dawn Star City Page 11 of 23 11 BAJAJ AUTO LTD November 14, 2009 The Discovers as of now seems to enjoy a bull run in the market as there is no visible completion from anyone.It beats its competition on both looks as well as power; in fact it doesn’t have any direct completion in 135 cc segment. The target customer for this bike is the middle aged middle class who are looking for a bike with a bit of looks a bit of power, a bit of economy as well as an affordable price. 6. 0 Key marketing communica tions and the evolution of the same since 1995. Bajaj was the undisputed ruler of the Indian 2-wheeler market . It continued its domination in through the 1980 into mid 1990’s. Then the tagline used to be â€Å"HAMARA BAJAJ â€Å".This brand image was employed to instil a patriotic fervour in the minds of the middle classed dominated Indian society. With this campaign they tried to reach the masses, which had dreams and aspirations to become big. â€Å"Hamara Bajaj† †¦. Became a household jingle and Bajaj marched to become the leading two wheeler manufacturer in the absence of any significant completion. During this phase Bajaj had a monopoly over the scooter market with its flagship brand Chetak. But by the beginning of 1990 things started to change; new players were entering the market in JV with the local entities.New and advanced technology was now available. Honda aligned with Kinetic and Hero group of Munjals while Suzuki partnered with TVS. Hamara Bajaj w as facing the brunt without any partners and new technology to harbour them. They were continuously focusing on continuous reduction of production cost, thus overlooking the threat of new entrants consequently their market share kept on declining. Page 12 of 23 12 BAJAJ AUTO LTD November 14, 2009 Declining market Share of Bajaj The biggest problem faced by the Bajaj was that it was losing the scooter market. People were no longer interested in scooters as the market was looded with many new models and variants. Honda was gaining momentum in the Indian market. By 1998 Bajaj was looking right down the barrel. They were facing a tough choice â€Å"To replace a legend is never easy. To replace a legend when the legacy needs a major overhaul is even more difficultâ€Å", but desperate situations call for desperate measures, Bajaj auto decided to go big time into motorcycles and do away with its flagship brand of Chetak. During this passage they launched several products †¢ †¢ †¢ †¢ †¢ Boxer Caliber Wind 115 Saffair Legend Page 13 of 23 13 BAJAJ AUTO LTDNovember 14, 2009 But somehow they all failed to capture the target market. Ever since losing its leadership position, Bajaj Auto Limited (BAL) was trying out new strategies including use of new technology and new marketing communication campaigns. For instance, in the early 2000s it started focusing more on the motorcycle market with new product launches, complemented by new communication campaigns to inject vibrancy into the Bajaj brand. The ad spots launched in late 2001 showed ‘slice of life' situations of â€Å"new age â€Å"India. . Porter’s 5 Forces for Bajaj during 1990’sBy now Bajaj had come a long way from Hamara Baja to its latest message, trying to capture the new India, the young India, the fast paced India, and The ever changing India. With this intention Bajaj made a last effort re-launch itself, repositioning the Hamara Bajaj in the minds of the young v ibrant India. Page 14 of 23 14 BAJAJ AUTO LTD November 14, 2009 But it failed to gel in the market. The Bajaj was dying. Its JV with Kawasaki was falling apart and the killer blow came from Hero Honda CBZ in 1999. First time in its lifetime the market share of Bajaj went below 40%.The Change in the Brand message of Bajaj From Hamara Bajaj they transformed to Inspiring Confidence, thus trying to emphasize on the fact they are such an old name in the market and their name inspires confidence. But unfortunately this did not work for them and within two years they again changed their tagline to Distinctly Ahead. This time around they emphasized on the fact that they had better technology than anybody else in the market. And it worked. For that they went for a complete overhaul. Page 15 of 23 15 BAJAJ AUTO LTD November 14, 2009Bajaj logo : Brand transformation They underwent a complete change in the brand image; they changed their logo, which was done in 2004. The reason behind Bajaj cha nging its logo was that people used to associate Bajaj with its old image of â€Å"Hamara Bajaj† and carrying that image Bajaj was not able to communicate its message that effectively to the youth who is its major target customer now as the market for the scooters is almost over and 80% of the 2-wheeler market is covered by bikes. The new logo flying B as it has been named represents style and technology.It connotes speed and open for denotes transparency. Today Bajaj is known with â€Å"Distinctively Ahead â€Å". The recent ad campaigns for Bajaj are associated with stunts and modern gizmos. The concept of Definitely Male was well accepted by the people and Bajaj came out with some astonishing ads. Though the DTSi technology was new, people accepted it very well. It easily conveyed the message it wanted to. The following picture strips conveys the advertisement: Getting on to his bike, a man gets all set to make a move. As he puts his helmet on, a message appears on the w indshield,While the biker cruises through the city, some army men are out for their jog. Just before they cross a road, a zebra crossing forms ahead them and disappears after them, while the biker waits patiently. Page 16 of 23 16 BAJAJ AUTO LTD November 14, 2009 A young lady talks to her beau on the phone, while an image of his forms before her. She switches the phone off and the image disappears, in time for her to catch a glimpse of the bike. Riding on, he spots a child playing with a remote controlled toy. In the next shot the toy turns out to be a roller coaster, with children inside enjoying the ride.On arriving home, the biker is greeted by a As he takes off his helmet everything turns robotic dog. back to it's usual self. MVO: â€Å"Imagine a world as advanced as the new Pulsar DTSi†¦ After these ads were successful, Bajaj came out with a second ad wherein a man is shown performing various stunts on his DTSi Pulsar. Even this one was an outstanding one. . The Latest Pu lsar Campaign Page 17 of 23 17 BAJAJ AUTO LTD November 14, 2009 DTSi came out to be a good one with proper publicity advertisements and that too without any highly paid brand ambassadors.Unlike its rivals who have highly paid actors or cricket stars as their brand ambassador. 7. 0 The Future Although the avalanche of motorcycles offered Indian consumers a wide variety of models to choose from, it also resulted in increased pressure on the companies to concentrate on cost-cuts, technology enhancements, upgrades and styling. Their margins came under pressure as marketing costs escalated. The companies were forced to reduce prices and offer discounts to survive the competition. Moreover, analysts were skeptical about the segment's ability to maintain the growth rate in the years to come.One of the major assumptions underlying the motorcycles rush was that if the market was considerably large and was growing at a constant pace, there was room for a profitable existence for all brands. I n 2001, there were over 30 motorcycle brands in the market. However, with the top five brands accounting for more than 60% of the market, only 40% of the market was available for all other new brands put together. Despite the launch of more vehicles, the survival prospects of many of the individual brands were deemed to be rather bleak. Page 18 of 23 18 BAJAJ AUTO LTD November 14, 2009 SWOT Analysis for Bajaj AutoFurther, the growth in the motorcycle segment was dependant on continuing favorable market conditions. Analysts claimed that to sustain this growth rate, the segment would have to completely cannibalize the market for scooters and a considerable part of the market for scooterettes and mopeds. Considering the fast growing scooters segment, with high demand from female customers, followed by the moderately growing moped segment and the restructuring in the scooter segment with major national and foreign players reinforcing their presence, it was unlikely that the entire growt h in the two-wheeler sector would be due to motorcycles.Analysts also commented that as the two-wheeler industry had grown steadily for eight years, stages in the product life cycle would apply to the field sooner, rather than later and the decline stage would invariably come some day. There was little differentiation between the brands being launched apart from styling as most companies had introduced their four-stroke vehicles. Focus on High Margin Products: Around 50% of the two-wheeler consumers buy high quality products (products of executive and premium segment motorcycles). Margins on these products are higher. Page 19 of 23 19 BAJAJ AUTO LTDNovember 14, 2009 BAL should adopt a deliberate strategy of focusing on executive and premium segment motorcycles and three-wheelers, and a couple of brands on lower-end of motorcycles (to grab the market share) and scooters segment. High margin products – Pulsar, Discover, Three-wheelers, Avenger. Low margin products – Plat ina, Scooters, Mopeds. Second Hand Market: Second hand market in 2-wheeler is one of the most un-tapped market without any competitor. BAL must try and establish a unit dealing with the sales of Second Hand Vehicle something on the lines of Maruti True value and Mahindra First.Car Market: With the launch of the low budget car it can capitalize this market as there are not many players in this market and they already have the network and the knowhow of the elements of the local market as well as the technology (from its foreign partners). 7. 1 Recommendations: Below are the recommendations: †¢ Company should keep focusing on the fast growing motorcycle segment. †¢ In view of the new threat posed by Honda Motors in the scooter segment, the company needs to review its products line-up and launch new products to cater the changed demand. The company needs to take a look at its ungeared scooter offerings and need to adapt to the latest trends(compete with models like Honda Acti va) †¢ The company needs to tap the export market more efficiently as there is a huge potential to make India as the world's two-wheelers production base. For this, it needs to look for joint ventures abroad. †¢ Look to expand their base outside further. It already has a strong presence in Africa and other South Asian Countries. †¢ It needs to target the young age group more effectively as this group is extremely trend savvy.The advertising should have a fresh look and the product should live up to the Gen-X's expectations †¢ Focus on Easy Credit Lending – In the present economical crisis, Bajaj can utilize its subsidiary, Bajaj insurance in coming up with schemes that will help consumers buy two wheelers on friendly terms. †¢ BAL needs to scale up its service centers both in numbers and in capacity. Keeping in line with its growth target for the next 5 years, its service centers should not only cater to two wheelers but should also be upgraded to cat er to the needs of four wheelers that Bajaj plans to launch.Page 20 of 23 20 BAJAJ AUTO LTD November 14, 2009 8. 0 Graphs 8. 1 Sales data of BAL and Industry Comparison. 8. 2 BAL in International Market Page 21 of 23 21 BAJAJ AUTO LTD November 14, 2009 8. 3 : 3 Year Projection for Commercial unit of BAL 9. 1 BAL projection for Domestic Sales Page 22 of 23 22 BAJAJ AUTO LTD November 14, 2009 9. 0 References. Marketing Management by Philip Kotler & Kevin L Keller www. wikipedia. com www. Bajajauto. com www. howstuffworks. com www. bikeadvice. in BAL Annual Report www. youtube. com Page 23 of 23 23

The Rise and Decline of the Socialist party in America

The Rise and Decline of the Socialist Party in the United States Throughout American history, there have been an array of factions vying for votes in our democratic system of government. These organizations consist of leaders who believe in an idea and have developed ways to achieve that idea. Success of a political organization, or party, is based on how well leaders can convince people to follow them and Join their ranks. Socialism as a political idea is based on cooperative ownership and redistribution of goods, services, and production. The Socialist Party of America was one faction whose roots are based in socialism.Created in 1901, the SPA was formed by the combination of the Social Democratic Party of America, a short lived movement, and the Social Labor Party, a working man's party. This combination attracted new members, as well as members from the progressive and populist parties, which made up the majority of the SPA. The rise of the Socialist Party of America was fueled b y the working mans desire for a utopian society. Campaign promises for public ownership of utilities, better sanitation, and a social security program, at local levels, led to the party's highpoint in 1912.These small successes were short lived. The American citizens sense of individualism and pride as well as a lack in acquiring news members and support set the wheels of failure in motion. The party's staunch opposition to involvement in World War I and the expulsion of its members led to The Socialist Party's final moment. Faction polarization within the party crippled a once unified front, and finally President Roosevelt's â€Å"New Deal† legislation effectively silenced the American Socialist party. The lineage of the Socialist Party of America (SPA) can be traced back to the early 1850s.The United States was a bustling nation full of opportunity. Endless new eginnings and freedoms appealed to European citizens who were looking for a better life. Seeking a better life, a boom in 1850 brought 1,713,000 immigrants through Ellis island, bringing along with them their philosophical ideas of socialisml . The failed German revolution of 1848 procured the emigration of Germans to America. Some of these immigrants were the intellectual leaders of the failed revolution, but most were impoverished Germans that lost confidence in their government to provide for them the basic necessities of life.Along with Germans, Italians, Finns, Jews, Hungarians, Ukrainians, Bohemians and Russians came to America toting their socialist values2. Finns were particularly strong in their socialists ideas. Settling in the Midwest, former Finnish citizens imported a revolutionary perspective of socialism to Minnesota, Wisconsin, and Michigan3. Into the 19th century, German immigrants settling in Midwestern cities such as Milwaukee, Wisconsin, Dayton, Ohio, and St. Louis, Missouri put fourth major inputs and provided body to the growth of socialism in the United States.Immigrants to the United States were not the only ones seeking change. The philosophy ot socialism in the states was viewed witn no interest by American itizens. This has to do with the character of American culture and our views. American culture has maintained a faith in individualism, economic advancement, and equal opportunity in the marketplace4. In short, Americans put their faith in capitalism. But capitalism does not always deal everyone a fair hand and there are inconsistencies in the market. This led to formation of radical, third party socialist based movements in America's traditional two party political spectrum.These third parties were viewed as radical because during the 1850's to the 1930's there was an expression of deep distrust towards the expansion and ntervention of states by citizens concerning their private affairs5. Alternatives to socialism were made. The Progressive party's programs of modest state intervention through federal legislative mandate to preserve individua l rights, entrepreneurial values, and the fundamental capitalist structure, appealed to many Americans as a moderate alternative to socialism6. The Populist party was one other third party movement the dabbled in socialist ideas.Running on a platform of government intervention to offset economic troubles and preventing poverty in farming and orking class families ultimately led to the majority of the party consisting of farming and working class families. Many Populists would leave to become socialists7. Out of these movements, a man named Eugene V. Debs would step forward to ignite and unite what would ultimately be known as the Socialist Party of America. Eugene â€Å"Gene† Victor Debs Was born in Terre Haute, Indiana on November 5th, 1855 and died October 20th, 1926 in Elmhurst, Illinois at the age of 70 years old.Debs was one of the founding members of the Industrial Workers of the World (IWW), a founding member of the American Railway Union and a democrat in the Indiana General Assembly. Eugene Debs would leave behind a legacy as being the most well known Socialist in the United States8. In 1894, the American railroad car manufacturer Pullman Company reduced hours and wages but not rents on housing for their workers. This resulted in a strike by the employees who then had Joined Debs's American Railway Union.The strike was broken up by President Grover Cleveland and Debs was imprisoned for failing to oppose the strike as leader of the ARU9. In prison Debs passed time by reading work written by Karl Marx. Released in 1895, Debs had become a socialist who believed apitalism should be replaced by a new cooperative system. Debs was for advocated radical reform, but was opposed to the revolutionary violence supported by some well known left-wing political movements10. In 1897 Debs Joined Victor Berger to form the Social Democratic Party (SDP).The SDP was a short lived socialist movement that ran Eugene Debs as a candidate in the 1900 presidential electi on. After receiving only . 6% of the votes, the Social Democratic party combined with the even smaller faction, the Socialist Labor Party of Americal 1 creating the Socialist Party of America SPA) in 1901. The newly created SPA attracted members with various ties to socialism. Between the years ot 1 1 to 1912, the party grew trom 1 members to under 1 The demographic locations of theses voters ranged from the East coast to the West coast with the majority of party members being in Midwestern states.The SPA drew support from Progressives, Populist farmers across the heartland, unions and unionists with the most voting 2 strength coming from immigrants. 13 The socialist Journal Appeal to Reason14, a mixture of articles and extracts from radical socialism based authors such as Karl Marks and Tom Paine, was selling 500,000 copies a week. Thus giving a way to advertise their ideas and party platform. The strength of the SPA was determined by the people who used a vote to cast their voice. Local level victories dotted the map from East to West.New York state and New Jersey were two states that had consistent SPA voters due to immigrants. The Midwest proved to be where the highest concentration of SPA members resided. Ohio, Michigan, Illinois and Wisconsin were the strong holds made up of German immigrants and Populist farmers. SPA members running as candidates tried to appeal to the working man. Public ownership of utilities, better city sanitation services for the poor, better labor standards and a social security program elected 70 mayors into officel 5. SPA victories at the federal level were small.Eugene Debs ran as a presidential candidate in every election between 1900 and 1912, and once in 1920. 1900's election was dismal. Debs received only . 6% of the popular vote. In 1904 Debs Ran again and received an increase in votes, 402,810 3% of the popular vote. Voter turnout in the 1908 election was slightly higher, 420,793 votes for Debs. The election of 1912 showe d the Socialist Party of Americas highpoint. There was 117,984 members of the SPA, and Eugene Debs got a total of 901 ,551 votes, 6% of the popular vote. This was the most impressive showing of any presidential candidate in any United States election. 6 At the outbreak of World War I in 1914, the SPA took a staunch opposition against the war. They were opposed to all international wars but not opposed to class warfare. This opposition to the war caused membership to decline and started conflict within the party itself. In 1919, The left Wing Section of the Socialist party emerged as a faction inside the Socialist Party of America. During an election to elect new board members of the SPA, it was seen that the Left Wing Section of the Socialist party was going to gain the majority of seats.Those not in the faction decided against this and said that votes were cast in fraudulent manners. These votes were not tallied and the whole election was rejected. On the 24th of May, 1919 the lead ership expelled 20,000 members who supported the Soviet government. The process continued and by the beginning of July two-thirds of the party had been suspended or expelled. These expelled members would soon Join together to for the Communist Party of America. The growth of radicals worried President Cleveland and his administration. America soon entered into the Red Scare.On 7th November, 1919, the second anniversary of the Russian Revolution, over 10,000 suspected communists and anarchists were arrested in what became known as the Palmer Raids. No evidence a revolution was tound but many radicals were still kept in Jaill As a result ot these raids people were afraid to Join leftist radical parties out of fear of being called a communist, which could result in the deportation to Russia. 3 On October 20th 1926, Eugene Debs died and Norman Thomas replaced him as he leader of the Socialist Party of America.Thomas ran as a presidential candidate in the election preceding his rise to l eadership, but the SPA was weak. Thomas did not get as many votes as Debs due to socialist ideas creeping into President Franklin Roosevelt's (FDR) agenda. In response to the great depression, FDR created his â€Å"New Deal† to ease burdens on families trying to cope. The 1st new deal, FDR's First 100 days, created programs like the civilian conservation corps, the Tennessee Valley Authority and the Agricultural Adjustment bureau. These programs dabbled in socialist ideals .The Agricultural Adjustment bureau in particular appealed to Populist-SPA farmers because it was a form of entitlements that helped a struggling farmer. Roosevelt's 2nd New Deal appealed most to SPA members. It called for a Social Security act, the creation ofa labor board and a Fair Labor Standard act. These policies answered what the Socialist Party of America had been trying to push. As a result Norman Thomas urged his supporters to vote Democrat and the Socialist Party of America was turned into no mor e then a doctrinal sect. The immigration boom in the late 1800s brought Socialism to the United States.The formation of the Populist and Progressive parties as alternatives to socialism started a movement of Socialist political parties. After converting his views to socialism, Eugene Debs united these small factions into the Socialist Party of America. The party achieved victories among local politics in the states, Midwestern states being a reliable stronghold. After presidential runs by Eugene Debs from 1900 to 1912, the SPA's highpoint came in 1912 with 117,984 members. Internal breakdown caused party members to turn on each other which resulted in member suspension.

Universalism,impartialism, & utilitarianism Essay

Universalism,impartialism, & utilitarianism - Essay Example Two of the most powerful theories that have affected and are still affecting how people shape their mindset, goals, and life would be Universalist and Impartialist theories. Universalism is a theory that hinges on a central belief that all people are saved. Universalism is a theory that hinges on a central belief that all people are saved. This salvation has been paid in the most expensive and precious price of the body and blood of Jesus Christ that was shed on the cross. A lot of people ask why it was necessary for Jesus’ sacrifice and Universalists believe that it is the only way for sinful humans to be reconciled to God again after being separated from him because of sin. This salvation applies to all human beings whether they accepted Jesus as their Lord and Savior or not because this redemption would be achieved in one’s lifetime or the afterlife where God will bring people to repentance. This reconciliation does not exclude evil beings. An example of a Universali st point of view would be a mind set wherein one does not depend on one's regularity in church attendance every Sunday because based on this view no amount of good works could save one from eternal death except for Jesus' death on the cross. Another would be the belief that there are no levels of sin. When one chooses to do bad, it displeases the Lord. However, this does not mean that one could be cut off from the love of God. On the other hand, Impartialist theory believes that Impartialism which means choosing something over the other is not necessarily a negative or a positive thing. Being impartial is not closely linked to morality (Hsieh, D., n,d.). This is because of the fact that one can be impartial, choosing another option based on rational qualifications without meaning any harm to the other party. One example of which would be to choose to not go to your friends beach party and yet attend your other friend’s house party because of the fact that you cannot swim. Fur thermore, a person could be impartial in a way that affects his or her action’s morality when one chooses something over the other based on personal motive or gain. A good example of which would be to choose to hire a friend you know is not totally capable of the job just because you can get a wide range of connection from that person and putting off an unfamiliar applicant who is clearly equipped for the job because you don’t see any obvious personal benefits from doing so. Based on the definitions of Impartialist and Universalist theory, both are strongly interconnected with Utilitarianism. Utilitarianism is a philosophy that was first developed by English philosophers John Stuart Mill and Jeremy Bentham. It was based on the experiences of women who were forced into slavery. From this, these philosophers developed the belief that criminals need not only be punished, instead reformed where every being is brought to their utmost positive potential. Thus, Utilitarianism in its entirety is a theory that puts premium on the value of happiness which is achieved in the absences of pain and where pleasure is the ultimate goal (Utilitarianism, n.d.). Impartialism is strongly applied in the theory of Utilitarianism because as Impartialism puts significance in welcoming impartial decisions or actions just as long as it is in line with moral ethics – not having ill motives, which is correlational to Utilitarianism which puts utmost importance on man’s happiness achieved through activities, social acceptance, success, power, luxury, and etc. If one successfully abides in the Impartialist theory, Utilitarianism is achieved as man can reach ultimate happiness. Aside from that, the Impartialist point of view is backed up by what ethics, morality, and at the same time natural law teaches us. Natural law which is the foundation of it all holds the universal law of humans’ right to live, have a decent home, be fed, be nurtured and cared for, be loved, be educated and etc

Final paper Essay Example | Topics and Well Written Essays - 2000 words

Final paper - Essay Example By studying all of these traditions, one finds that they are all useful or most types if childhood issues. In the 1940s, Carl Rogers (1951, 1955) established a new model of, person centered therapy. Emphasis was placed on the relationship between therapist and client based upon genuineness, acceptance and trust. Person centered theory provided a new perspective of personality structure, psychological health and the process of change in therapy. Largely influenced by the person centered approach, Axline (1969, 1971) developed a new therapeutic approach for working with children - non directive Play Therapy. Based on the person centered theory, Axline devised a clear Play Therapy theory and method. She said "No-one ever knows as much about a human beings inner world as the individual himself. Responsible freedom grows and develops from inside the person". For over 50 years, Play Therapy has been practiced and researched within the United States. This has been led by many Play Therapists, including Moustakas (1953, 1966, 1973, 1981, 1992) and Schaefer (1976, 1986, 1993), who have progressed Axlines original formulations and devised differing models integrating elements of systemic family therapy, narrative therapy, solution focused therapy and cognitive behavioral therapy. Play Therapy started to emerge as a new and differing tradition in the 1980s. Since then, the Childrens Hour Trust has taught professionals the basic techniques of Axlines Play Therapy that are used in a multitude of settings. As play therapy developed it was still applicable not only to all children but in numerous setting. British Drama Therapists started using Play Therapy methods to enhance their Drama Therapy with children. Sue Jennings (1994) and Ann Cattanach (1993, 1994, 1998) integrated parts of non directive Play Therapy to enlarge the British Play Therapy movement. Actualization - Humans are motivated by an innate tendency to develop constructive and healthy

Film called Valparaiso Mi Amor Essay Example | Topics and Well Written Essays - 1250 words

Film called Valparaiso Mi Amor - Essay Example Being a neo-realist lyrical drama, it is based on a family of three depraved brothers and their mother. This is after the head of the family, who works in a slaughterhouse that is quite challenging and full of hazards, is fatefully terminated from his employment. The setting being in Valparaiso brings out a bitter story of a fight for survival in an unfair and unjust social setting where the en masse poverty is a commonality shared by most yet there is no helping hand. Chile as a country has had a great and trying history that has seen it pass through some very rough times (Chanan 430). The numerous coups and counter-coups were as a result of proxy wars that were fought by the United States and the Soviet Union; this in the form of Socialist/ Communist versus Capitalist interests especially during the Cold War. Failures in addressing both social and economic issues; this coupled with the rising political awareness of the masses the less-affluent population led to the country’s political polarization. The resultant consequences were exemplified by numerous violations of human rights coupled with deep reforms in the market/ economic sphere (Barnard 219). The husband and father, in the family, Francisco Morales works in a slaughterhouse which is a low paying job; thus, the family is among the majority of the less affluent population who make up the proletariat class. His wife and mother of three, Elena Moreno, is a housewife and is thus busy with child rearing and other household chores such as cooking, cleaning and going to the market. When Morales job is terminated, he endeavors for the next eight months in search of employment; this from one place to the other, in search of any odd jobs or activities that would enable him set food on the table for his family. Work is not easily forthcoming and thus out of desperation, he steals a cow with which he is able to feed his family, wife and three