Analysis of The Cool Web, by Robert Graves - 1627 Words

The Cool Web Children are dumb to say how hot the day is, How hot the scent is of the summer rose, How dreadful the black wastes of the evening sky, How dreadful the tall soldiers drumming by. But we have speech, to chill the angry day, And speech, to dull the rose s cruel scent. We spell away the overhanging night, We spell away the soldiers and the fright. There s a cool web of language winds us in, Retreat from too much joy or too much fear We grow sea-green at last and coldly die In brininess and volubility. But if we let our tongues lose self-possession, Throwing off language and its watery clasp Before our death, instead of when death comes, Facing the wide glare of the children s day, Facing the rose, the dark†¦show more content†¦The reader is jolted as these adjectives are associated with unfamiliar subjects. This is a form of foregrounding to draw attention to the language of the poem. The use of cruel to describe the scent of a rose is especially jarring. Almost without exception the rose is a symbol of romance and love, not one of cruelty. Graves seems to be implying that anything that intrudes - even something pleasant - is objectionable and to be dulled. By describing the night as overhanging Graves refers to the sense of intimidation, of something unexpected looming over us. The poet then tells us that this should - and can be - be spelled away as undesirable. The verb spell in the phrase we spell away (lines 7 and 8) Graves exploits a double meaning of spell to intertwine the ideas of language and trickery. In the linguistic context spell means to form a word by arranging its constituent letters in the correct order. Spell also means to influence someone or something by means of magical powers. In this way, the poet concentrates a number of images into a single word. An adult s desire to misrepresent reality is a form of magical spell, but it requires the ability to spell words. (Graves also uses this technique in line 1 by describing children as dumb. This could mean that they are stupid and therefore unable to manipulate and distort the world. ItShow MoreRelatedDesigner Case Study Design and Technology Essay6997 Words   |  28 Pagesservices for the performers: rehearsal room, dressing rooms, library, etc In 1979, Alessandro Mendini invited eleven architects from all over the world to design a tea and coffee set: Michael Graves, Hans Hollein, Charles Jencks, Richard Meier, Paolo Portoghesi, Aldo Rossi, Stanley Tigerman, Oscar Tusquets, Robert Venturi, Kazumasa Yamashita and Mendini himself. The overall set is an exercise in micro-architecture, reflecting the various architectural styles of the day. The outcome was presented as TeaRead MoreFrankenstein Study Guide14107 Words   |  57 Pagescultures, and it was not uncommon for people to hold negative views toward cultures they didn’t understand. SYNOPSIS Frankenstein is a frame story, a structure of tales within tales. The story opens and ends with the letters of an explorer named Robert Walton, who is searching for the source of magnetism in the northern polar regions. There he finds and rescues Dr. Victor Frankenstein from certain death in the icy ocean. While he is recovering, Frankenstein tells Walton the story of his life. SetRead MoreRomanticism and Modernism as Strange Bedfellows: A Fresh Look at Jack Kerouacs On the Road12240 Words   |  49 Pagesfree-wheeling poster child of romantic heroism. Dean is the driving force out of the west, manned with a car he drives at amazing speeds, yet seemingly always in control. He is constantly in motion and in search of kicks and ecstasy. According to Robert Hipkiss, author of Jack Kerouac: Prophet of New Romanticism, â€Å"when Kerouac created Dean Moriarty out of Neal Cassady . . . he created a new symbol of flaming American youth, the American hero of the Beat Generation† ( 33). 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Hartley Cleveland State University JOHN WILEY SONS, INC. VICE PRESIDENT PUBLISHER EXECUTIVE EDITOR ASSISTANT EDITOR PRODUCTION MANAGER PRODUCTION ASSISTANT EXECUTIVE MARKETING MANAGER ASSISTANT MARKETING MANAGER MARKETING ASSISTANT DESIGN DIRECTOR SENIOR DESIGNER SENIOR MEDIA EDITOR George Hoffman Lise Johnson Carissa Doshi Dorothy Sinclair Matt Winslow Amy Scholz Carly DeCandia Read MoreOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 Pageslamentable. Taken together, the key themes and processes that have been selected as the focus for each of the eight essays provide a way to conceptualize the twentieth century as a coherent unit for teaching, as well as for written narrative and analysis. 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Story of an Hour by Kate Chopin - Character - 763 Words

A dynamic character is a major character in a work of fiction that encounters conflict and is changed by it. In â€Å"The Story of an Hour† by Kate Chopin, the emotional pattern and thought process of Louise Mallard after she is informed of her husband’s death are explored. Over the course of the hour in which the story takes place Louise has a realization about the constraints she feels in her life and in her marriage. By delineating Louise as a flat and dynamic character, Chopin is able to convey her theme that real freedom is found in death. Over the course of the story, all the characters are left as fairly flat and undeveloped. Louise is simply described as a young woman with â€Å"a fair, clam face whose lines bespoke repression and even a†¦show more content†¦With the â€Å"breath of rain in the air† and the tree tops bursting with life (paragraph four), Louise begins her journey to her conclusion. Even though the visualization of nature, Louise is competent enough to grasp that her love for Brently could not compare to the â€Å"possession of self-assertion which she suddenly recognized as the strongest impulse of her being† (paragraph fifteen). Soon enough she had nearly forgotten her departed lover and was â€Å"drinking in an elixir of life through that open window† (paragraph eighteen). After the inhalation of submission, Louise â€Å"carried herself unwittingly like a goddess of Victory† (paragraph twenty) down the stairs. In doing so, the once emotionally unstable and physically ailed woman with â€Å"white slender hands† (paragraph ten) was able to prepare for a life without discretion or restrictions. The development of Louise only seized due to her preexisting medical condition claiming her life. However this motivation is what caused Louise to act in the ways she did and refined the theme. The development of character in â€Å"The Story of an Hour† is left stagnant. Having a fla t main character allows the reader to identify with the story on a level of understanding separate from that of any round character. Although the reader is inserted into Louise’s mind, an entirely understood background for her is missing. In doing so a void is made in which the reader canShow MoreRelated The Character of Mrs. Mallard in The Story of an Hour by Kate Chopin713 Words   |  3 PagesThe Character of Mrs. Mallard in The Story of an Hour by Kate Chopin In The story of an Hour, Kate Chopin reveals the complex character, Mrs. Mallard, In a most unusual manner. THe reader is led to believe that her husband has been killed in a railway accident. The other characters in the story are worried about how to break the news to her; they know whe suffers from a heart condition, and they fear for her health. On the surface, the story appears to be about how Mrs. Mallard dealsRead More Mrs. Mallards Character in The Story of an Hour by Kate Chopin483 Words   |  2 Pagesare not aware of our true character. Social conventions are the main cause making us repress what we really think and feel. Only when unexpected events happen, we do have an opportunity to take a close look at our hidden self.The Story of An Hour by Kate Chopin reflects the dramatic development process of Mrs.Mallards character through the death of her husband; it demonstrates that the true identity cannot be sheltered forever. At the beginning of the story, the author describes MrsRead MoreReaction to the Character of Mrs. Mallard in The Story of an Hour by Kate Chopin660 Words   |  3 PagesReaction to the Character of Mrs. Mallard in The Story of an Hour by Kate Chopin In â€Å"The Story of an Hour,† Kate Chopin describes to her readers a young woman’s response to her husband’s death, or at least his presumed death. The opinions readers will draw from this story will vary from person to person due to personal experiences. The experience and wisdom that I have gained through the trails and tribulations of my life help me to understand, relate, and even despise Mrs. Mallard’sRead MoreHow Did Kate Chopin Influence Literature949 Words   |  4 PagesKate Chopin’s distinct influence in literature Kate Chopin was an innovative influence for literature in the late 1800’s. Her stories and characters conflicted with the societal norms of inequality towards women. Women in the 1800’s were oppressed, and treated more like property than individuals. Living in the 1800’s as a woman meant they had no rights, or power to create a life of their own. The men, in that period of history, held all prestige positions; therefore, formed all of the laws, and socialRead MoreThe Story Of An Hour And A Pair Of Silk Stockings By Kate Chopin1057 Words   |  5 PagesChopin Expresses Feminine Repression Authors often have their own literary repertoire, or style, to appeal to the audience in which they are writing to. Kate Chopin is a well-known writer, known for her works that mainly focus around women and their expected roles in society. Chopin’s writings are often based on the effect that the turn of the century had on women, which she best expresses in her two short stories â€Å"The Story of an Hour† and â€Å"A Pair of Silk Stockings†. In both of the storiesRead MoreThe Unique Style Of Kate Chopin s Writing1603 Words   |  7 PagesThe unique style of Kate Chopin’s writing has influenced and paved the way for many female authors. Although not verbally, Kate Chopin aired political and social issues affecting women and challenging the validity of such restrictions through fiction. Kate Chopin, a feminist in her time, prevailed against the notion that a woman’s purpose was to only be a housewife and nothing more. Kate Chopin fortified th e importance of women empowerment, self-expression, self-assertion, and female sexuality throughRead MoreKate Chopin Literary Analysis793 Words   |  4 PagesKate Chopin was an innovative influence in literature in the late 1800’s. Her stories and characters conflicted with the societal norms of inequality towards women. Women in the 1800’s were oppressed, and treated more like property than individuals. Living in the 1800s as a woman meant they had no rights, or power to create a life of their own. The men, in that period of history, held all prestige positions, and formed the laws, and social norms of that time. Kate Chopin, and other writers of herRead MoreThe Story Of An Hour By Kate Chopin886 Words   |  4 Pages In Kate Chopin â€Å"The Story of an Hour†, the reader is presented with the theme of prohibited independence. In Kate Chopin â€Å"The Storm†, the scenery in this story builds the perfect atmosphere for an adulterous affair. The importance of these stories is to understand the era they occurred. Kate Chopin wrote stories with exceptional openness about sexual desires. In â€Å"The Storm†, a short story written by Kate Chopin in a time when women were expected to act a certain way and sexual cravings was consideredRead MoreThe Story Of An Hour By Kate Chopin1540 Words   |  7 PagesIn Kate Chopin’s â€Å"The Story of an Hour†, the main character, Mrs. Louise Mallard, is a woman with a heart problem that gets horrifying news that her husband has passed away in a train crash. When she starts thinking about her freedom, she gets excited; she is happy to start her new, free life. However, a few hours later her husband walks in the door and she finds out it was all a mistake. When she realizes her freedom is gone her heart stop and she then dies. In â€Å"Desiree’s Baby† Desiree is an orphanedRead MoreKate Chopin s Story Of An Hour993 Words   |  4 Pagesfiction intermix in stories because writer’s base their stories of real life experiences and feelings. Kate Chopin largely based her stories off of her own life. Kate Chopin spent her childhood years in an alternative and matriarchal Louisiana town with a family that was unconventional. She challenged her nineteenth century sexist society and used her own life to put strength and feminism into her stories like â€Å"The Storm†, â€Å"Desiree’s Baby† and of course â€Å"The Story of an Hour†. She lived with her

Britannica online Free Essays

The early explorers are reported to have found wild cotton growing in the lowlands of Mississippi river and its tributaries that was generally regarded as the birth of cotton culture in America (Hunter p. 1918,pg1-50). The cotton growing in South and U. We will write a custom essay sample on Britannica online or any similar topic only for you Order Now S gain precedent with the invention of the cotton gin in 1973 by Ely Whitney. The machine enabled quick processing of cotton as the cotton fiber would easily be separated from the seeds. The new revolution in agriculture came with slavery, since the success of plantation farming based on labor intensive techniques was directly linked to how a landowner was to procure workers(Britannica online. 2008). In Georgia, the whites bought slaves in large numbers. So, this expectation of a bumper cotton crop in the region ,not only changed the state’s agricultural practice but also resulted in enslavement of thousands of people (New Georgia Encyclopedia). This geared up to a hike of demand for slave on the international slave trade. And as a result, slavery and cotton had a great influence on the states that left indelible marks on international scene. The demand for cotton in domestic U. S resulted in developed, vast transportation networks that connected the farms,rivers and on to major ports. Though during the early days before the cotton boom of 18300s, the class difference was fused, the whites worked together with blacks, who comprised most the slavery gang of the plantations. Countries in central Georgia were transformed from slave to free labor. The ready market provided by Britain textile industries for the U. S cotton earned the country much foreign exchange. By 1920s, cotton products contributed to more than 50% of the U. S exports(Gieser James. 2004. New Georgia Britannica,). Cotton generally controlled agrarian economy of the south. The large southern cotton plantations were much profitable. The high earnings from cotton industry not only provided the economy with required foreign exchange but also resulted in a beefed power and influence on foreign affairs as the case of the south confederates. They became confident in power and influence of the king cotton,because it contributed to more than half of the U. S exports before the civil war. The southern confederates boasted that the importance of cotton would result into diplomatic recognition on the international scene and from the federal government, a recipe of the civil war (Gieser James. 2004. New Georgia Britannica). The overall growth of cotton production in Georgia between 1825 and 1860 was about 10 % and the southeast parts of the country were much preferred because they were seen as the great cotton regions that could yield the country a lot of sales from the high production that was accepted. The sustained increase in cotton production in the south of Georgia between these years led to change in population of America tremendously. In 1850 the US was seen as the greatest exporter of cotton and did a lot of manufacturing of cotton products that was more than the Great Britain industry(Hunter P,1918,pg 1-50). The cotton exports to Britain, marked the new era of industrial revolution in great Britain, this spread rapidly to other places and to U. S after the civil war in the country. There was sprout of new cities like Dallas and Phoenix that were transformed to modern urban bases,they grew rapidly as market and collection centers and manufacturing plants. Phoenix provided market for cotton needed for use in clothing,tires and fabric industries. However, the cotton farming in the south and U. S had a negative contribution to the spheres of life, in that,the immigrants from Europe and Africa flocked American cities to seek employment opportunities in manufacturing plants. This resulted to a surge in population and the creation of a class economy, where the whites were mostly employers for black slave gang. This, magnified economic slavery in states. The boast of power and influence by the confederates especially the southern confederates, was a precursor to the country’s civil war and subsequently had a great influence on the political scene of the states. Political movements were formed that resulted in democratic struggles in the country. This marked the birth of democracy and the end of dark era of slavery in the states. Although cotton farming in South and USA depicted her negatively as a result of slave trade activities, it had a tremendous influence on economic,social and political scenes of the countries. It led to expanded sphere of influence by the U. S as she dominated cotton market. Most of the cities like Dallas and Phoenix expanded tremendously as a result of growth of cotton manufacturing plants. On social scene, the manufacturing firms provided employment to millions of people including the slaves as the gap between the slaves and white farmers was covered, during the cotton boom of 1830s Moreover, the labor laws were changed that allowed free interaction between the black slaves and their white lords. Reference: Britannica online. (2008) King cotton. http://www. britannica. com/eb/topic-318402/King-Cotton Gieser James C (. 2004) New Georgia Encyclopedia. Published on5/26/2004land and resources http://www. georgiaencyclopedia. org/nge/Article. jsp? id=h-2087 Hunter, P. (1918): cotton growth and spread in other parts of the world. State board of entomol. Bull, pp, 1-50. How to cite Britannica online, Papers

Marketing Plan of New Book Store †Myassignmenthelp.com

Questions: Task 1: The analysis of the marketing environment? Task 2: The marketing plan? Task 3: Future growth options? Answers: Introduction Bookie Joint will be opened as a sole proprietorship business opportunity in the busy university proximity of Trafalgar Square, UK. The new bookstore will target the students of the nearby university along with the local residents of the Trafalgar Square. The owner of Bookie Joint plans to take the help of the local library staffs and e-resources in order to segment the overall target population. The estimated start-up expense will be around 12500. The assignment will evaluate the marketing plan for Bookie Joint and will analyse the external environment and internal strengths and weaknesses of the new store. Further, the analysis of the target market and SMART objectives will help the marketer to formulate the plan effectively. Task 1: The analysis of the marketing environment 1.1 Analysis of the Macro environment for Bookie Joint P-Political The political conditions of UK will affect the buying behavior of the consumers (Warner, 2010). The political stability of the place will affect the economy as well as affect the buying power of the individuals. Government policy and taxation also influence the business. The rise in corporate tax will result in increase in price of the books as a result; affect the business (Jensen, 2013). E-Economic The book store will need workers for functioning properly. The store can employ individuals who are either jobless or looking for a job to support their education (Roy, 2009). Students will be perfect for in-store job in the book store, which will help them to increase their knowledge while handling customers in the store. In this way, the store can help in improving the economic conditions of the society (Jensen, 2013). S-Social Adhering to the social responsibilities is one of the most important factors while opening a store. The book store should comply with the rules of the local business association of that location (Kahn and Kahn, 2010). They might ask for funds at various occasions, or general meeting, the owner of the store should cooperate with the association. Also it is social responsibility of the owner to attend the general meeting of the association regularly (Horton, 2010). T-Technological The book store should be equipped with internet connection. Nowadays, life is unimaginable without technology. Access of the e-books and audio books in the store will help the customers, specially the students to access them from the store (Kahn and Kahn, 2010). Connection of the store with the web will help them to download the materials and incorporating the technology of print no demand will enhance the business of the store. In addition to these, incorporating Electronic Point of Sale, Electronic Fund Transfer System will help the owner to maintain the stocks more efficiently. Maintaining the database of all the books available also will help the users to find the books in the respective sections (Fine, 2009). L-Legal Not only bookstore but before starting any new store in an area, the individual should look into the legal issues of the location where the store will open (Roy, 2009). The individual should ask for proper documentation from the proprietor and should also check whether the location has any past legal issues that can pose as threat in present. Under Consumer Law of UK, the bookstore is bound to provide correct information to the consumers by providing correct description of products and proper pricing (Fine, 2009). E-Environmental Wastage always comes complimentary when it comes to operating a store. The book store should keep in mind the environmental factors before starting the business. The waste products will be in the form of cartons and packages used for the delivery of the books. The owner should monitor the ways of disposing the packages so that the packages do not pollute the location (Horton, 2010). 1.2 Micro analysis of Bookie Joint S-strength Building a book caf rather than building a normal book store will act as a great strength for the book store owner. Buyers will prefer to go through the books before buying them; hence if a caf is available with the store, the buyers can sit there to consult the books (Crisan, 2011). Employment of students as workers in the store will make the store more informative for the consumers. In this way, the store will contribute to decrease the unemployment rate, the buyers; especially the students will be benefitted from the student workers while buying the books on any particular subject (Ramachandra, Chandrashekara and Shivakumar, 2010). At times, there are consumers who support a smaller bookstore than a larger one, the psychology behind this attitude is, the consumers believe that the price of the books will be less in local book stores than bigger ones. In addition to this, the same psychology works in case of the students. The students even prefer local book stores which will be nea r to the house, and will be easy to reach whenever needed (Ahmad, 2013). W-Weakness The climate change along with the issues of global warming is making the consumers avail for more technological products. Saving paper is one of the top-most priorities for environmentalists (Ramachandra, Chandrashekara and Shivakumar, 2010). In such a situation, the demand for physical books is decreasing at a fast rate. Book stores at times are unable to meet the demand of the consumers due to lower availability of space (Crisan, 2011). The proprietors prefer giving the space to such business owners who will gain more profit. As books do not have a steady business, the proprietors fear of not getting the rent in proper time. As far as educational books are concerned, the rate of sale will decrease during summer or winter vacations as the studying practice of the students also fall (Ahmad, 2013). O-Opportunities Books will always be a favorite thing for book-lovers. For book-lovers buying a book will always be a priority rather than borrowing and returning a book (Koopman, 2012). Inviting local authors at the store and organizing small lectures along with book signing can give the store an opportunity to promote the store. Local authors will also get an opportunity to showcase the talents; hence will be frequent visitors in the store (Bertelsen, 2012). T-Threats The online sites selling books provide the consumers with discounted price for books are major threats to a book store. Generally, a book store can afford to give the customers a discount of 10% maximum (Koopman, 2012). The online sites provide various offers in bulk buying as well as heavy discount on all books. Libraries can also pose as a threat to the book store. Unlike a store, an individual can borrow a book of choice rather than buying it (Bertelsen, 2012). 1.3 Competitive analysis of Bookie Joint Threat of substitute products is the most important threat when it comes to bookstore. Due to the advent of technology, e-books and audio books are sought after products for readers; hence the footfall of the readers will also decrease (Pereira, 2013). The proprietor will prefer giving out the space to other business owners with sure and steady revenue, for example, grocery, beauty products, medicine which will never lose its hold in the market. In addition to these, nowadays children is more attracted to video game parlors, junk food centers, etc than spending time on books, hence all these substitute products affect the business of books as a whole (Cateora, Gilly and Graham, 2013). Book stores with big name and history will pose a serious threat to local bookstores. Intensity of the competitive rivalry will be very high. Some famous bookstores like, The London Review Book Shop, The Big Green Bookshop, Gays The Word, Waterstons, P G Wells are some of the names worth mentioning (Tiringer and Harrach, 2014). The already flourished business of these bookshops will allow minimal space to the new local bookshops. Whenever it comes to books, the customers will prefer bigger area with more options to choose from. The big stores will be able to meet the customer demands more than the local stores. Moreover, everybody will prefer a place with more space to move around to consult books than local stores, where the main problem is lesser availability of space (Cateora, Gilly and Graham, 2013). The bargaining power of the consumers will relatively be less in bookstores. Whole sellers in book industry faces the challenge of bargaining power of the consumers but customers do not tend to bargain in a book store (Pereira, 2013). Though the book store may face bargaining from the students due to their economic constraints, but normal buyers generally do not tend to bargain in a store. If the store is located in a posh area, then the store will face minimum bargaining from the buyers, as the customers will be from a well to do background who will not be interested in indulging in bargaining (Choudhary, 2009). In a situation where the bookstore is already being fighting for existence, a new entrant in the same business wills against the business. The intensity of competition from a new entrant in the business will be very high for the bookstore. The new entrant will also fight for existence. Provided that the entrant starts functioning with greater funds and capital, then the other owner will leave no stone unturned to make the presence felt in the market. The new entrant will make use of all the available resources in the market to attract the buyers, hence will intensify the competition for the already existing bookstores (Choudhary, 2009). When on one hand, the bargaining power of consumers will comparatively be low in case of the bookstore; bargaining power of the suppliers will comparatively be very high for bookstores. Provided that there is only one whole seller of books in the area, the whole seller will take the advantage of the situation, as a result will tend to increase the price of the books to which the store will not be left with any other option but to comply with the whole seller (Tiringer and Harrach, 2014). The same situation may arise from another whole seller with good resources. When that whole seller is able to fulfill all the orders from the owner of the book store, in addition to that is providing timely delivery, the seller will take advantage of this situation, hence will intensify the bargaining power. Task 2: The marketing plan 2.1 Analysis of the SMART objectives According to Barrow, Barrow and Brown, (2012) setting of the SMART objectives (Specific, measurable, attainable, realistic and timely) helps the marketer to successfully evaluate the objectives that the marketer feel is necessary to be attained in the end. In the present context, the marketer has framed the following SMART objectives for the new bookstore. The marketer plans to increase the sales of the bookstore by around 5% within the next 6 months The plan of the marketer is to introduce e-book facility, which will further help the marketer to increase the profit by around 2% quarterly The marketer further plans to open another book store in the Urban location of UK near the universities so that the new book store will be able to attract more students Apart from the books, the marketer also plans to introduce the some of the ancilliary products and services like internet cafe services, LAN gaming services, E-magazines and journal and a refreshment cafeteria 2.1 Segmentation, Targeting and positioning (STP) analysis of Bookie Joint The STP analysis helps the marketer to understand the target customers for which the marketing plan is required to be prepared. Bowman, (2008) stated that opening of a bookstore is a risky proposition especially in case high competitions from the online book stores and the availability of the e-book facilities. Thus, the marketer in this respect will frame the STP analysis for the bookstore. 2.1.1 Market analysis The UK book market is facing a decline in the growth from 2012 since the introduction of the online book purchase portals like Amazon, e-bay and after the introduction of the e-book reading services provided by Google and other search engines, the major focus of the students shifted from virtual book store purchase to the online services. The bookstore industry sale rose only 3.6 % in the year 2012. Moreover, the economic crisis decreased the purchasing power of the customers and thus they switched over to the online book services rather than purchasing the book at high price forms the bookstores. 2.1.2 Market segmentation The marketer in this case has planned to segment the overall UK market based on the purchasing power of the customers of UK. Based on the segmentation strategy, the marketer plans to open the bookstore in Trafalgar Square area near the universities like London School of Economics, University of London, Kings College and Imperial College. The market segmentation shows that the total population of the Trafalgar Square is more than 1, 00,000 which comprises the total target segment for the Bookstore. The majority of the houses hold income of the residing citizens of the Square is around 30,000. However, the major focus of the marketer in this respect will be on attracting the students of the nearby universities and schools for purchasing of the books from the newly opened store (Bruyant-Langer, 2013). 2.1.3 Target market The marketer in this respect will target three specific target customers among the target segment. The three major target customers for the bookstore are selected as below: Causal purchasers: Chambers and Humble, (2012) stated that casual shoppers are the individuals who generally visit the bookstore with no particular intention of purchasing any specific item. In such case, this group of customers generally purchases the attractive items. This group of customers range within the age group of 9 to 18 years including male and female both categories of students. Keeping, the interests of this group of customers, the marketer will focus on storing the front rows of the bookstore with attractive stationery items (Crayons, playbooks). The marketer will also arrange for merchandises like game players, game CDs and drawing books for the casual group of purchasers. However, Finch, (2013) stated that this group of customers are genially the impulse buyer hence they may often leave the store without purchasing anything or may prefer to opt for low priced items. For this reason, the marketer of the new book store will also equip the store inventories with the low priced books including journals, business magazines, creative idea books, cooking books and information documentaries which will attract the customers and will also help to increase the sales. Hard to find purchasers: These are the group of customers who have specific needs and generally visit the store to make purchases of some pre-listed book items. In terms of the high competition from the persisting book stores like the London Review Book shop, Big Green Bookshop and PG Wells, the new book shop will have to make a competitive advantage in terms of the core products so that this target segment of customers can be attracted and retained. These segments of customers range between the age group of 20 to 50 years and covers the majority of the target population. For this category of target population, the marketer will effectively include the old edition books, which are rarely available in new bookstores. The marketer can also list out the priced collections from the e-library and make the paperback version available within the store, which would make the core product of the store different and attractive compared to the other new bookstores operating in Trafalgar Square ( McKeever, 2012). Specific category purchasers : These are the categories of customers who generally purchase the books of one specific category without diverting to purchase of any other category of books. Friedlander, (2013) stated that this group of customers generally have the complete idea about the type of purchase they intend to make and generally represents the highest volume of purchaser in a particular store. The age range of this group of customers range from 18 to 30 years and depending on that, the marketer will stock the rest of the store. The marketer for this segment of customers will include the separate segments of book rows like romance segment, fiction segment, educational segment, management segment, political segment, technical segment and non-fictional segment. 2.2 Evaluation of the 7Ps The very widely used marketing mix is actually a tool devised for designing strategic marketing tool. Traditionally, the factors of Product, Place, Price, and Promotion were considered as the core decisive factors of any business, and were popularly known as the 4Ps of Business. This particular model was considered as the most exhaustively utilized marketing model, as reported by surveys carried out by various business magazines. The primary model of 4Ps as devised at a time when most of the business were involved with the selling of finished goods and/ or products: the concept of selling of services was at that point of time no known in the business domain. Likewise, the concepts of providing after sales services to the customers of the business, and the strategy of developing a brand name through the provision of such services to the customers were yet to be introduced in the market. Hence the only factors that were to be considered in the marketing strategy for any business consisted of the products being sold by the business, its location, the pricing strategies used by te business and the promotion strategies used by the business (Rimm, 2012). Over time, three more factors, namely the participants (later on renamed as People), the physical evidence and the processes used by any business corporation were included in the model. In 1960, E. Jerome McCarthydevised the 7Ps model that is being widely used by organizations today and published it in the book titled as Basic Marketing. A Managerial Approach. The Bookie Joint should use the 7 Ps model to evaluate the business model being followed, and emphasize on the following sectors of their business: Products/ services: At present, the organization sells hard copies of text books and/ or other materials at their physical stores. However, the customers can also access the official website of the book store to order boos. The book store provides additional discounts on those which have been order through their website and books are delivered to addresses provided by the customers, without any additional cost. The organization even plans to make e-books available to their customers through their website in near future (Romero, 2011). Prices/Fees: As the book store has been opened recently, the management has decided to adapt a strategy of competitive pricing in order to draw the attention of the customers. Books are being made available to the customers at reduced prices and special promotional offers are being made to those customers who use the official website to order books. For the time being, books are also being delivered to the customers at their doorsteps without any additional fees. Place/Access: Setting up the physical stores within the university premises was one conscious decision adopted by the management. Needless to say, the strategic location of the bookstore will attract a wide range of new customers, including the students of the university, and the faculty and the professors associated with the institute. Promotion: The bookstore is providing various promotional offers available to those customers who order books from their official website. Along with this, the book store is promoting its brand name on various social media sites that are popular among students, besides conducting promotional marketing by the traditional approaches like distributing pamphlets and leaflets, putting up flexes and hoardings, as so on. The management has also decided to sponsor certain events being conducted by the students of the university as part of their marketing strategy. Physical Evidence: The book store has been set up within the university premises, and has an impressive ambience. The staffs are well trained and provide much help to the customers while they search specific items. The book store has an official website through which their customers are able to order books online, without visiting the physical book store (Skinner, 2012). People: The book store has employed a group of highly skilled staffs, and provides necessary training to them such that they are able to help he customers. The organization has employed a group of employees who are specialized at providing after sales services to the customers: these employees are assigned with the task of meeting up the grievances of the customers and to provide solutions to any problem experienced by them. Partners: The book store has business collaborations with most of the well known publishing houses. Their direct business relations with the publishers allow them to make books available to the customers at competitive prices. The book store also has a section of used books: the book store buys such books, at low prices, from the students of the institute and makes them available to the customers at discounted rates. Task 3: Future growth options 3.1 Future growth strategies The evaluation of the macro and microenvironment of the new bookstore shows that high competition is present within the book industry of UK. The major threat of the book industry is from the substitute products and services like the e book, online book purchase and from the presence of the large number of physical bookstores in UK. Keeping the high degree of competition in mind the marketer and the owner of Bookie Joint has formulated the following future strategies for the bookstore (Stutely, 2012). Introduction of ancillary products: The bookstore will display other products than the core products that are the books in the coming years. Keeping in mind the needs of the casual shoppers, the owner of the bookstore will include accessory items like the gaming CDs, gaming books, storybooks, Movie DVDs, comics, stationery items and other options. Introduction of a cafe: In the initial stages, the owner will maintain a low profile in terms of the new store, however, in the later stages the expansion policy will also include setting up of a reading cafeteria within the store or as a part of the store with a kiosk approach. This will make the reading environment for the customers comfortable and the store will be able to attract large number of customers. The cafeteria will also provide snacks, refreshment, and sitting opportunities for around 20 customers along with reading lights within the shop. Introduction of low priced books: The owner of Bookie Joint will also introduce a separate low price segment of books for the casual customer segment that generally prefer to purchase books which are of low price with no actual need for the product. For availing this strategy, the Bookie store will include second hand paperback editions of some of the most popular books in all specific ranges, which are generally in high demand (Skinner, 2012). 3.2 Control and evaluation techniques In term of assessment of the overall marketing plan, the focus of the owner should be on the attainment of the SMART objectives. The owner of Bookie Joint will analyse the financial reports and the profit growth level of the book store in every quarter so that the owner can track the changes in the growth rate and the changes in the sales percentage. The measurement of the monthly customer footfall can also be measured along with a customer loyalty card that the store can offer to the first time visitors (Stutely, 2012). Conclusion The major focus of the marketing plan is on the assessment of the relevancy of opening a new bookstore in an urban location of UK. The macro assessment shows that it is profitable to open a new bookstore in UK since the number of universities and the number of students is high in UK. Moreover, the target segment analysis shows that it is advisable that the physical store should be opened in Trafalgar Square near the universities and the students should be targeted with the introduction of low priced books along with paperbacks and other accessories. References Ahmad, M. (2013). Marketing Case Studies and Swot Analysis. Saarbrucken: LAP LAMBERT Academic Publishing. Barrow, C., Barrow, P. and Brown, R. (2012).The business plan workbook. London: Kogan Page. Bertelsen, B. (2012). 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