Exceptional Figures In Legend Of Sleepy Hollow English Literature Essay Free Essays

The attitudes of the people toward the exceeding figures in The Legend of Sleepy Hollow will be discussed in this paper. In The Grave, society considered the grave to be an exceeding figure. Ichabod and the Headless Horseman in The Legend of Sleepy Hollow were considered outstanding characters by the community. We will write a custom essay sample on Exceptional Figures In Legend Of Sleepy Hollow English Literature Essay or any similar topic only for you Order Now Peoples had assorted emotions about Brom Bones and it was difficult to state what the people were believing. Robert Blair ‘s work, The Grave, shows the attitude the people had refering the glumness of the grave. Ichabod was tall and lanky with immense custodies and narrow shoulders. He besides had long weaponries and legs. He had green eyes and his olfactory organ could state which way the air current was blowing. Ichabod ever put the load on the strong alternatively of the weak and helped out in his vicinity. When Ichabod did n’t demo up at school where he was a schoolmaster for yearss, people thought that he was dead. I think possibly he did n’t desire to cover with all the play with Hans Van Ripper and the town ‘s people. He helped with the vicinity choir and was considered the â€Å" singing-master † of the group. He was handpicked by the people to take the vocalizing during Sunday church services. Ichabod ‘s personality besides had an evil, anti- hero side. For illustration, while he was taking attention of the weak babes, Ichabod would be looking for the beautiful lady of the house. He wanted them to make things for him, such as do his repasts and possibly other favours. The lone ground he was a instructor was to have free repasts and live the easy life. He would travel to the weak in order to acquire what he wanted. Brom Bones, another character in the Legend of Sleepy Hollow, is considered to be an outstanding figure and an anti- hero in his community. I feel that he was considered a bad cat when jobs in town occurred. Peoples in town had assorted feelings about him. They did n’t cognize what to believe of him. Every clip there was a bash, all of the town ‘s people would ever fault him for the battle. Brom Bones liked to affect the Dutch by demoing his witchery to the married womans and comets and hiting stars. In The Legend of Sleepy Hollow, another extraordinary character is the shade. There were many people in the town who were afraid to travel out tardily at dark, because they feared the Headless Horseman was doing his unit of ammunitions to the church graveyard. The fable is that it was the â€Å" shade of a Hessian cavalryman † , whose caput had been carried off by a cannon-ball in some unidentified conflict during the Revolutionary War. â€Å" It was of all time and anon seen by the state common people travel rapidlying along in the somberness of dark. † I think the Headless Horseman is merely seeking to acquire back to the conflict to happen his caput. He ever returns to the God’s acre before daytime Begins. I do n’t believe the Headless Horseman is person to be feared ; he is merely seeking urgently to happen his caput. In Robert Blair ‘s The Grave everyone ‘s grave is considered glooming and awful and an exceeding figure to society. Everyone in this narrative thinks the grave is bad and non a topographic point to travel. For illustration, in the narrative it mentions the grave as â€Å" the keys of snake pit and decease. † Peoples were afraid because life was like Eden and death is like traveling to hell. In the narrative, Blair besides talks about how peaceable and unagitated it is. When he uses the word peace, he is speaking about how the organic structure is when 1 ‘s true psyche eventually finds it. One will eventually turn to dust and be given back to the land which they were given as a gift of life. There is one grave at the graveyard that ever vanishes at dark. It ‘s a freshly opened grave. I feel this means that when a individual is dead, they can come back to life. It reminds me that people are truly merely populating their lives off of borrowed clip and life is non to be taken for granted. Time is cherished, which is something that people tend to bury. I do n’t believe it was their whole organic structures, but merely their liquors. Even in today ‘s society, there is a telecasting show called â€Å" The Haunting, † where they find evil liquors inquiring about. I think all liquors that are left on Earth are merely evil liquors desiring to harm all the good people in our society. In The Grave, it discusses people holding life after decease. For illustration, it states that â€Å" Of the good Man is PEACE. † I think this shows that if a individual dies a good individual, they have nil to worry approximately. The people during the Romantic Time period should hold been able to travel to heaven and non be worried about the grave and the result of their life. If a individual lives a good life, so they will travel to heaven. A individual should n’t be afraid of deceasing. A individual should be happy and rejoice because they are traveling to a better topographic point. In The Grave, there are non people that think about decease and themselves at the same clip. For illustration, the book states â€Å" as if to larn to decease were no concern of ours. † I think the people back so merely did n’t cognize when their clip would be so they did n’t brood on it. They knew that it was a portion of life and it happened to everybody. Peoples of those times should hold thought about it some ; it ‘s foolish non to believe about it at all. A individual does n’t cognize if tomorrow is traveling to their last twenty-four hours. God can stop this universe whenever he wants ; it ‘s his and he created it. I hope that people of that clip thought about the true significance of life for God every twenty-four hours. All in all, the extraordinary figures did cognize the difference between life and decease. Ichabod and the Headless Horsemen were good known by their communities. They were known as non all bad, but more of a split personality. I think Brom Bones besides had some good qualities about him because he did assist in his community. Peoples did n’t merely look at the glumness in the grave, but besides on the bright side of the hereafter. How to cite Exceptional Figures In Legend Of Sleepy Hollow English Literature Essay, Essay examples

Impact of Innovation on Organization-

Question: Discuss about the Impact of Innovation on Organization Performance in retail Industry in United Kingdom. Answer: Field of research This research topic will identify the impact of using innovation in to the business model of the organization. The study will highlight the various types of innovative strategies, which are being used by companies in the retail industry to gain competitive advantage. The retail market is saturated in United Kingdom and there is immense competition in the market. Thus, there is repetitive use of innovation among the companies for maintaining the sustainability of the organization. Secondary data source The study will use data from various articles, peer reviewed journals and relevant website articles to gather relevant data. The study will use thematic and case study method to analyze various cases relevant to this field. The journals and articles will be analyzed to form themes and provide relevant data that will be able to validate the existing theories. Pantano, E. (2014). Innovation drivers in retail industry.International Journal of Information Management,34(3), 344-350. Keywords - innovation in retail industry, impact of innovation on retail, business model innovation in retail Research objective To identify the impact of innovation on the retail industry in United Kingdom To identify the significance of innovation on the retail industry in United Kingdom To recommend suitable strategies for organizations to gain competitive advantage and maintain long term sustainability in the retail industry. Research question What is the impact of innovation on the performance of the organizations in the retail sector? What is the significance of innovation on the performance of the organizations in the retail sector? References Yu, W., Ramanathan, R., Nath, P. (2014). The impacts of marketing and operations capabilities on financial performance in the UK retail sector: A resource-based perspective.Industrial Marketing Management,43(1), 25-31. Moatti, V., Ren, C. R., Anand, J., Dussauge, P. (2015). Disentangling the performance effects of efficiency and bargaining power in horizontal growth strategies: An empirical investigation in the global retail industry.Strategic Management Journal,36(5), 745-757. Camisn, C., Villar-Lpez, A. (2014). Organizational innovation as an enabler of technological innovation capabilities and firm performance.Journal of business research,67(1), 2891-2902.

Genre free essay sample

Do you what does Genre mean? According to Dilatory. Com (2005) It Is a class or category of artistic endeavor having a particular form, content technique, or like: the genre of epic poetry; the genre of symphonic music. Genre has different categories; these include Blues, Classical, Country, Electronic, Folk, Jazz, New Age, Reggae and Rock. Gravel, D. (2011). We, Filipinos also have our own category.Do you what it is? Guessed it right, its MOM (Original Filipino Music). MOM is anything thats performed by a Filipino artist. Studded. Com (2011) There are also new genres that made their way on the year 2012. On the list are Drill, Trap, Hipster House, Ratchet, Queer Rap, Tumble-wave and Sea punk. Wagner, D (2012) Yes, they have weird names. Artists tend to experiment and invent new genres so expect every year with sprouting genres of great differences. Who couldnt make music without singers behind It?With their names, who wouldnt know these male artists like Tingle Temper, Tall Cruz, WIZ Shall, Bullet, Akin, Justine Bibber, Mine, Bruno Mars Unripe Meaningless and usher? Okay, M. We will write a custom essay sample on Genre or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page (2012) How about songstresses Like Eek$ha, Jennifer Lopez, Beyond, Adele, Brittany Spears, Iranian, Taylor Swift, Kathy Perry, Shakier and Lady Gaga are they familiar? Okay, M. (2012) These noise makers paved their way to music industry and are now chart toppers including fresh names like One Direction, Cheer Lloyd, David Choc,Siren Limo and many more.I bet you can name songs made by mentioned artists. Since we are talking about music, what can music do to its listeners, major teenagers? It can only end up into 2 results, the good and the bad result. Looking on the bright side, it can connect two people of the same undertakings. An example of it is Mine, a rapper. He usually tells his personal troubles by rapping It. People who listen to it and are stuck at the same situation can relate and the song Itself can give hope to the listeners. On the other hand, It also has Its negatively.For Instances, rapper, WIZ Shall shares a song that depicts drugs and Intercourse, without being aware that there are listeners with age groups below 13 it can influence them. It can give off the urge to use drugs and enlarge egos which is a bad thing. Whatever the message of the song, good or bad, it ends up to the listeners mind and affect them. Miriam, S. (2012) Besides Psychological effects, music has its health benefits. One of its benefits is pain management. Music is a perfect way to divert your attention to pain. Another one is that it can reduce stress. Listening to calm and soothing music can be a simple way to relieve stress. It can also boost ones immune system. Research shows that if one listens to opera music it can regulate peripheral immune system. If one listens jumpy and active music, it can be ones encouragement to do exercise. An example of this is when one listens to music and Jives with the beat, exercise Is already done. You think singing lullabies at night Is childs, well think again. Music can promote sleep and sedatives especially that light and slow music. Genre free essay sample Crime fiction is a diverse and appealing genre. It is its unique capacity to evolve and transcend contextual barriers to suit changing paradigms that has ensured its popularity throughout time. Thematically, crime fiction has motifs such as the restoration of order, good overcoming evil, human nature and the completion of justice. However, it is the subversion of these conventions which exemplify the fluidity of the crime fiction genre, and thus, its diverse and appealing nature.The extent of this can be explored in Michael Ondaatje’s Anil’s Ghost, Marele Day’s The Life and Crimes of Harry Lavender and The Big Sleep, directed by Howard Hawke. Anil’s Ghost presents a post modern metaphysical detection story, holding an ambiguous perception of reality. The text subverts many of the conventions of the genre, particularly the denouement, embracing aspects of postmodernism and blurring the distinctive features of the genre that results in a novel of lyric and poetic features. We will write a custom essay sample on Genre or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The investigative figures, ‘pseudo-detectives’ Anil, notably female, and Sarath, operate outside the law in the strictest secrecy to investigate rather than to solve a crime where the accretion of evidence is a historical and scientific process. There is a realistic solving of the crime, with reliance on rational interrelation. Moreover, as traditional detectives and sleuths usually have a degree of authority, in Anil’s Ghost this is not the case, as revealed by the statement â€Å"doors that should be open are closed. † Ondaatje’s political comment and Anil’s search for truth overturns many of the conventions of crime fiction.Through postmodern values, Ondaatje represents the changing values and attitudes of the world that include rejection of an â€Å"absolute truth†- reflected in the text’s conclusion that evades a sense of justice and closure, as the context of Sri Lanka makes this impossible. The text presents humanity in a contemporary context, the political turmoil of Sri Lanka, a culturally didactic novel which strives to identify the victim rather than the murderer, where crime focuses on a much larger scale than typical crime fiction texts. This exemplifies the diverse nature of this genre.The text does, however, maintain conventions, such as through Anil’s hard-boiled exterior, masculine and typical detective qualities such as quick thinking, intellect and resourcefulness. Corruption is also evident; the decay and distrust of the government is exemplified through gruesome crimes such as Gunesena, the truck driver that Anil and Sarath find crucified to the road. Mystery, although still present, does take a minor position- the secret nature of the war and the general distrust and tension between the characters creates an atmosphere of suspense.Rather, the mystery is used as a vehicle for other focuses. It allows various social commentaries on the devastation o f war, of the Sri Lankan culture and of its values. Through these, we are given insight into a society quite different to our own. The sophistication of Anil’s ghost and the techniques Odaantje used in writing it portray why this text is appealing. The disjointed style of writing and absence of sequential logic sees this post modern text push the boundaries of crime fiction.Ondaatje uses fragmented, layered and shifting voices to create levels within the text – lulled into an aesthetic atmosphere but is shattered by the breaking of the narrative. He also makes use of vivid poetic language â€Å"Sleeping in the wards, he could be only one limb of a large creature, linked to others by the tread of noises† and Sinhalenese words such as â€Å"bajaj, doya reddha† which add authenticity to the novel, making it more fluid and believable. Technique in The Big Sleep also sees an expanding of the diverse genre of crime fiction.The medium of a film combines the paranoid, surveillant investigative eye with a vision of romance. It allowed for the hybrid of a hardboiled fiction and film noir style film which reflects the bleak nihilism of the Post-World War One era in which economic crisis, prohibition and the appearance of a â€Å"gangster† underworld, created an atmosphere of social decay. The film epitomises the â€Å"dark underbelly of American society†, ultimately depicting a morally ambiguous world that is unsure about the inevitability of justice.Various film techniques such as the use of lighting to portray a dark and shadowy world and the â€Å"oil slicked streets† and grimy city setting, satirical remarks and sexual innuendo within the film, emphasis this. However, the Hays Production Code dilutes the darkness of the hardboiled genre to some extent, resorting to the use of euphemisms, symbolism and connotations to portray the illegal and immoral. In this text, the crimes presented are a series of mysteries that create a convoluted plot line- illegal gambling, blackmail, drug a buse, pornography and several deaths.The complexity of the plot similarly allows for mystery to engage the responder- alert attention is required at all times. The nature of the detective, Philip Marlowe, the hard-drinking, morally ambiguous but also relatable detective also aims to produce a mysterious effect. Marlowe’s background where he is clearly isolated from the law after being fired for â€Å"insubordination† implies his own code of values, supplemented by his cynical attitude and quick wit. Mystery is also created in the film through the action scenes, which almost all take place at night, in an ambience of fog, rain and mist, creating a tight feeling of suspense.The use of film noir (a development of the hardboiled genre) has a derogatory and subversive stance on American ideology. The use of greys throughout the film implies moral ambiguity as the monolinear world of ‘right’ and ‘wrong’ is mocked. The shadows symbolise the externalisation of the trapped character (for example Marlowe and his need to uphold masculinity), and contribute to the mystery. The use of rain, fog or sunlight contributes to the film noir and furthers Chandler’s characterisation. Romance in the film subverts from the isolation of the detective in the hardboile d genre. It balances the lack of satisfaction gained from the film’s closure (Carmen is not brought to justice, while Taylor’s death is unanswered), in that the sexual tension is solved. This signifies that the text is more focused on character than plot. The romance presents the escapism of Hollywood, and is a medium for the showcasing of the real-life romance between film stars. The hardboiled convention of women as merely sexual objects, or victimised is subverted with characterisation of the femme fatale which is present with the powerful Vivian Sternwood, a feature of film noir.The film, however, rejects the convention of the detective rejecting or leaving the femme fatale in the denouement. Rather the film closes off with a ‘happy’ ending with Vivian and Marlowe together – while noir would not allow this; Hollywood does. Life and Crimes of Harry Lavender is a further affirmation and empowerment of women in the face of hard boiled tradition. Day asks whether it is possible to â€Å"put a female in the hardboiled world and have her come across as a female and not as a man dressed up in sheep’s clothing† and subverts the age old formula in a masterly feminist stroke.Conventionally, women were presented as manipulative, victimised or simply distracting while men were tough and anti-sentimental. Day uses gender inversions and parody to combat these traditional beliefs. Her portrayal of a female detective who is a more complete and human character; her personality a balance of cynicism and compassion, of strengths and weaknesses, challenges the reader’s preconceptions on who can survive in the literature of crime (â€Å"She could never understand how Philip Marlowe and those guys†¦got shot, beaten up, and sometimes laid†¦without ever going to bed†).The fact that no concessions are made for her gender reinforces this. â€Å"The crims don’t discriminate anyway: they’ll blow away a woman on their trail as readily as a man. †Her character represents a template for post-feminist women. Traditional hard boiled generally only use sex for sensational effect; Day takes a more feminist approach. There is subtlety of the sex scenes; her detective’s toughness is allied to emotional sensitivity the story hides sub textually – another modern variation.Steve Angell, the romantic interest, plays the traditional female part, nurturing and supportive which is another socially challenging inversion. Furthermore, graphic descriptions of violence and gunplay are not part of Day’s approach, despite the hard-boiled vehicle she chooses to tell her story. Guns are traditionally male objects and can be seen as phallic symbols used by men to exercise power. Violence can be seen as a particularly male tendency and as a feminist novelist; Day is attempting to challenge this behaviour.This can be seen through that Claudia does not carry a gun but relies on high-powered karate kicks and running fast. Day makes use of the modern technological era a pacemaker commits the murder; Mark’s computer and computer files are at the centre of the plot, reflecting the contemporary computer culture and crime in software. The importance of setting in the hard-boiled subgenre accommodates the extent visualisation of the seedy underbelly of the city of Sydney, so much so that it in itself becomes a character, through which Day explores the issues of nature of cities and power and corruption.Through the exploration of the texts Anil’s Ghost, The Big Sleep and The Life and Crimes of Harry Lavender, and their treatment and depiction of the traditional conventions of crime fiction, it can be concluded that the basic forms of each convention are seen but the traditional representation of them can be subverted, moulded to suit the context of the time. This is what makes crime fiction such a diverse and appealing genre; its ability to adapt to the values and attitudes of the time and ac t as a social and cultural barometer.

Brazil essays

Brazil essays To do business with Brazilians it is important to understand some of their past, their wide variety in culture, and that Brazil is not Latin America. If the United States is considered as the melting pot; then, Brazil should be considered the melting cauldron. Brazil is the 6th most populated country in the world in which 95% of its population lives near the eastern coast on 10% of the land. Brazil has 165 million citizens and is home to the largest Japanese community outside Japan. Brazilians come from the three major racial stocks of the world: American Indian, African Negro, and Caucasian European (Video: Doing business in Latin America: Brazil; Brazil: A study in development Progress/ Stefan H. Robock, 1975). Brazils economy is the largest in South America and is also the 10th largest in the world. This economy is in a continuous cycle of booms and busts. Stability is not a strong suit for this economy. An investor could make a lot of money soon and they could also lose it as quickly as it was made. In the words of a Brazilian businessman Brazil is like a roller ouster, sit back and enjoy the ride (Video: Doing business in Latin America: Brazil) During the fall of the Asian market, inflation reached an all-time high of 8500%. People used to buy everything as soon as they received their paycheck. The value of the Real got devaluated so much, that the value would decrease almost daily. Employees also expected a raise every month to keep up with inflation. In the mid 1990s the HEOFF (Real plan) plan cut the inflation to single digits and put the citizens back in the world market (www.presidencia.gov.br) Agriculture has vital role in the economy with 1/3 of the workforce producing coffee, oranges, and bananas. Manufacturing was based on government protectionism which started after WWII. Protectionism from imports made the Brazil had a closed market which led to a very inefficient ...

Research Methods critique of a qualitative journal Literature review

Research Methods critique of a qualitative journal - Literature review Example It is a concise title, which is free of extraneous words and or phrases. Abstract. The wide ranging approach of the article is confirmed in the abstract which stresses the â€Å"complex and multifaceted† way in which ideology affects people at various stages in their professional careers, and in different contexts. The abstract highlights the theoretical underpinning of the work by the work of Goffman on frame analysis (1974; 1981) and outlines how a grounded theory methodology was used to analyse the interactions between professionals and older people. There was some indication of the scope, the variables and the findings of the study in the abstract, but little in the way of detail. The most accurate description for the type of research that this study represents is a survey, with strong theoretical underpinning and a focus on linking ideology with practice. No direct interactions between social workers and clients were observed, and the information about such interactions w as second-hand via the interviewing process. Introduction The problem that the article addresses is was very clearly defined as a need to evaluate the success of the 1990 NHS and Community Care Act in meeting the needs of older people. This is not a new issue, since the Act had been in force for almost two decades at the the time of publication of the article, but the author demonstrates that the critical literature has produced very mixed evaluations. The complexity of the environment, with its conflicting demands such as professional standards, management directives, shifting ideologies, financial constraints and different individual values has led to a proliferation of research outputs which illuminate the detail, but do not address the more fundamental question of dominant ideologies. The background to the problem is described as â€Å"a practice context that has challenged well established modes of social work intervention, †¦ an emphasis on inter-professional workingâ₠¬ ¦ and ethical considerations surrounding service rationing and individual rights.† (Sullivan, 2009). The problem itself is clearly formulated as a need to â€Å"explore both the manifest content and the functional properties of dominant ideology in community care practice†. (Sullivan, 2009) Literature Review Sullivan cites a number of key studies in her description of the fundamental changes in the delivery of care to older people since 1990. These include the work of Postle (1999; 2000; 2002) on the changing role of social workers, and various studies on how bureaucracy affects the delivery of care, such as Lipsky (1980) in an American context and Ellis et al. (2007) in a UK context. Stereotypes of social worker description are listed with reference to Wilmot (1995) and Dalley (1991). A great many studies on organizational policy and its effects on professionals and older people are cited. The extensive quotation of other scholars gives the literature review the qual ity of a meta-analysis, and at the end of this the author homes in on the issue of how ideologies impact on practice delivery. The somewhat overpowering density of references is no doubt due to the fact that the article rests on the author’s PhD research. (Sullivan, 2003). Method procedure. The study proper begins with a reiteration of Goffman’

Media, marketing and advertisment Research Paper

Media, marketing and advertisment - Research Paper Example This is more compounded in the fact that marketers have increasingly stated that with advancement in advertising, the level of copying by target audience or consumers need to be scrutinized. This is given that some pundits have constantly argued that consumers tend to be inexperienced with technology (AMS 2011). It is increasingly clear that a consumer in the modern world is exposed to a number of choices emanating from adverts and marketing. This comes with a number of dimensions as we live in a postmodern world and attempt at building a culture of consumers being the driver of decisions and processes that manufacturers and distributors engage in. Postmodernism as an age and a phenomenon had increasingly bore the greatest responsibility as far as consumerism is concerned. In the United Kingdom for instance, a number of departmental stores have cropped up in response to consumerism (Hincliffe 2009). Hincliffe (2009) again notes that one of the escalating habits nowadays is that with the arrival of convenience stores, people spend a great deal of their money shopping in supermarkets and the decisions they make have to do with adverts they see in the media, whether mainstream or otherwise. On average in the USA, most people consume 275 pounds of meat which is quite a high margin and this is attributed to advertisement regarding this commodity. Further, according to him, there is an average of one passenger car for every two people in the US, One passenger car for about three people in Europe and one passenger car for 49 people in the developing countries. Overall, the argument that consumer society is driven by choices or that it drives choices as far as consumption of goods and services are concerned must be examined in a number of ways. These should include understanding what consumer society is all about, the features of the Consumer Society, the drivers of Consumer Society as it is today with advertisement and phenomenon e.g. technologies like the internet, and other gadgets used nowadays by people all of which ensure that consumers purchase more and more. This paper focuses on the advertising and promotion within the context of media, taking into account consumerism as a recent phenomenon which has necessitated consumption landscape and other market changes. It focuses on overall view of advertisement and zeroes on the forms of media other than the traditional media technology. Advertising as a Promotion and Marketing tool: Overall View Advertising is considered to be a central part of marketing and distribution mechanism of a variety of goods and by large, creation of choices in a consumer society tod ay. This is more because, it is mostly propagated by the media. Even though advertising is relatively new as a profession, its effects beat those of religion and education in shaping public view and perception. In the United States for instance, the money spent annually on advertisement outsmarts the total public expenditure on natural resources, higher education and police protection combined. Usually if one goes to a departmental store the goods they see displayed are often correlated with adverts they have seen either on billboards, in the media (print and otherwise) and this aids in decision making (Hincliffe 2009). Today, advertising is seen as quite crucial in promoting the Consumer Soci

SWOT Analysis of Dominos Pizza in India

SWOT Analysis of Dominos Pizza in India The case described below is about Dominos Pizza and its position in the market by analyzing it through different framework of analysis like the SWOT and the PORTERS FIVE FORCES. Dominos is one of the leading pizza makers all over the world and is acquiring a very good position in the market but is facing a very tough competition from its main competitor pizza hut which is better than it in a no of things due to which it captures a major share of market. Using the low price strategy it is growing in the market and expanding its business all over the world but still it has to work on a no of things in order to come up to the expectation of the customers. CONTENTS INTRODUCTION: Dominos Pizza currently operates in more than 60 countries across the globe. It owns a well-knitted network of both company owned as well as franchise stores worldwide. It is one of the leading and most popular pizza delivery companies in the USA. The 8773 global outlets are spread across all the USAs states and the 60 countries of the world. Currently about 10,500 people are employed at the Dominos pizza. Dominos Pizza India Ltd. was incorporated in March 1995 as the master franchisee for India and Nepal, of Dominos Pizza International Inc., of USA. Moreover, the company holds the master franchisee rights for Sri Lanka and Bangladesh through its wholly owned subsidiary. Mr.Shyam S. Bhartia and Mr. Hari S. Bhartia of the Jubilant Organosys Group were the promoters of the company. (Kaul, n.d.) Since inception, Dominos Pizza India Ltd. has proceeded to become one of the largest and fastest growing international food chains in South Asia. The first Dominos Pizza store in India opened in January 1996, at New Delhi. Today, Dominos Pizza India has grown into a countrywide network around 250 outlets in 49 cities and is the leader in the fast food delivery segment. Ever since it was established, Dominos Pizza India has maintained its position of market leadership with its constant product innovation and maintenance of stringent service standards. In the year 1973, dominos began a guarantee scheme that its pizzas would be delivered in 30 minutes or less of ordering failing which the customer would receive the pizza free. So it has established a reputation for being a home delivery specialist capable of delivering its pizzas within 30 minutes to its community of loyal customers from its entire chain of stores around the country. Customers can order their pizzas by calling the countrywide Happiness Hotline 1800-111-123 and 44448888 which is valid only for NCR, Delhi, Mumbai and Bangalore. (Patel, 2010) WHY DOMINOS PIZZA? Dominos mission is focused on Exceptional people on a mission to be the best pizza delivery company in the world!Dominos is committed to bringing fun and excitement to the lives of our customers by delivering delicious pizzas to their doorstep in 30 minutes or less, and all its strategies are aimed at fulfilling this commitment towards its large and ever-growing customer base. Dominos constantly strives to develop products that suit the tastes of its customers, thereby bringing out the Wow effect (the feel good factor). Dominos believes strongly in the strategy of Think local and act regional. Dominos Pizzas topped with cheese and happiness, Dominos is committed to put an extra smile on its customers faces with this mission. (Anon., 2010) 30 MINUTES AND DOORBELL! The first thing that comes to your mind after hearing HUNGRY KYA! (Are you hungry.?) Is of course Dominos? Dominos managed to become the PIZZAS KING of South Asia. Heres how an ordered pizza covers the journey from shop to our home, while chomping our favorite pizza, we never thought how it always got home within 30 minutes of placing the order on phone? And how time could never beat the friendly delivery boy even by a minute, crushing our free pizza dream? Well, heres why. They do scientific survey of city traffic to ensure delivery of our pizza within 30 minutes. Revealing how they are able to ensure delivery within half an hour? they prepare master plan to reach the destination within time. They send out their senior managers on bikes and check high traffic hours and calculate the actual time of delivery, all their employees are duly trained to deliver pizza safely. And snags? Even changes in traffic scenario, like construction of bridges and closing of passengers are taken into account and the schedule is changed accordingly. they are able to deliver pizza within 30 minutes in 99 percent cases, else is give free to the customer. Heres another surprise: A few people know that they do not allow an employee to drive the bike at the speed of more than 40 km/ph. Their safety is paramount to them, (Kaul, n.d.) That is why they call them Safe Delivery Persons (SDP). Informing that they have 3,000 bikes on the Indian roads for delivering pizza, Slogan before leaving for delivery: You have to drive safe. I also find out that soon every bike will have a speed control meter to further check SDP. LITERATURE REVIEW: MODELS: To find out the market position of Dominos Pizza we should know about the models like SWOT, PESTEL.PORTERS FIVE FORCES which we can apply: SWOT ANALYSIS: SWOT Analysis is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats inside a company, project, or a business venture. It involves identifying the internal and external factors that are favorable/ unfavorable for business to succeed. So it is four factors analysis. PESTEL ANALYSIS: It is to analyze the broad macro-environment of organizations in terms of these factors: Political Economic Social Technological Environmental and Legal PORTERS FIVE FORCES ANALYSIS: It is to define the attractiveness of industries and sectors for investment and to identify their potential for change. SWOT ANALYSIS STRENGTH: Dominos have strong service facilities like 30 mins NAHI TO FREE (otherwise FREE): dominos were the first to start the trend of 30 minutes otherwise free that means they will deliver your order within 30 minutes otherwise they will give you for free and they are very honest with this concept as they do what they say but they never let their employees to drive the bike so fast in order to reach before 30 minutes and all the employees have to follow this rule strictly and they reach any place before 30 minutes. So it has good door step services within half an hour. Low price menu: In India Dominos is trying to attract the middle class and lower middle class people who are interested to spend their money on pizza but in low price. Those people are eager to go for an outing in any festival and want cheap and best family restaurant. Dominos would be most preferable. They do not need high class ambiences or amusement in the shop so the establishment cost is low for the dealers and the price of pizza is very reasonable for the customers. Variety of Pizzas: Dominos Pizza has a lot of varieties like vegetarian and non-vegetarian. In vegetarian lots of pizzas are available as well as non-vegetarian too. (Adam, 2010) Quality of Pizzas: the quality of Dominos Pizza is also very good. The taste of all the pizzas are very yummy. More outlets- Even in smaller towns: dominos have its outlets even in the smaller towns its popularity and pizzas are not limited to big cities but small cities also due to which people know it more whether from a metro city or from small city. Quick service at outlets: the service at the outlets of dominos is very fast and customers dont have to wait for long for their order which makes the brand even better because low price along with good service as a very rare combination. Excellent offers: The Dominos pizza franchise constantly keeps on inventing ways through which it can make a greater impact on the fast food market. That is how the fast food franchise came up with Fun meal is four offers. Through this method, the pizza franchise is able to produce more variety in the food delivered to its customers at their door steps. Through its Fun meal for four pack the Dominos pizza India offers four pizzas at the rate of Rs. 180. This means charge of one pizza will be just Rs. 45. Dominos mainly offers are more attractive for the students and middle class people and they are the main customer which they targeted. Dominos also regularly introduces sell-in-schemes like promotional schemes for dealers, promotional coupon, festival offers etc. Sometimes they also give great discounts to the customers. (Prasso, 2007) They are strong presence in the market as a brand name: they have a very strong presence in the market and through its long presence in the market and continuous loyalty toward the customer providing them a great service at a cheaper rate it really have created a very good reputation and brand name. So it makes Dominos Pizza better than its competitors. WEAKNESS: Dominos just has delivery outlet but does not have an eating outlet, where the consumers could enjoy themselves. This has provided pizza hut with a competitive edge over Dominos. Dominos also do not have any fixed customer through they are one of the main competitors of the pizza hut. Pizza hut is also an internationally known chain of pizza outlet that entered the Indian market towards the end of the 20th century. Its target audience is basically the youth and the families who like socializing. They are initially targeting only the metropolitan cities as they have positioned themselves as an outlet for rejuvenating lost relationship and socializing as they have an excellence ambience to boost it. Thus pizza hut emphasizes more on the ambience, it provides rather than the product it offer. As far as the price is concerned, pizza hut products start at around Rs 160. It is priced much higher than dominos pizzas but they justify it on the basis of the service and the ambience they provide their customer at the outlet. Pizza Huts marketing strategy is basically aimed to make the consumer feel very important. It actually wants the consumer to believe that Pizza Hut is the ultimate outlet for celebrating anything and everything. It has created an ambience to ensure that customers start finding excuse to the outlet. Dominos has a major threat from Pizza Hut in this aspect. With the increasing number of professionals and increased exposure to western style of eating outdoors frequently, Pizza Hut may quickly score over Dominos. In addition the great interiors, the music and the overall service at the pizza hut outlets create an atmosphere which tempts you to visit the place again. So Dominos have to do something to overcome this problem. Leaving aside the local restaurant and a few local brands like Smokin Joes gracias etc, Dominos mainly faces competition between two players Pizza Hut and Smokin Joes. (Jones, 2008) They dont have dine-in facility: they dont have the dine in facility in their outlets that gives its competitors advantage over it and because its main competitor pizza hut have this facility and dominos is facing the main competition from pizza hut. Outlets lack space: the outlets lack space which creates the problem of limited sitting space for customers and sometimes customers have to wait for the seats to be vacant for them. Ambience not up to expectations: it is not so successful in creating an environment which reflects its brand and reputation as dominos being a brand should come up with a different idea which influences the customer. No option for birthday parties and corporate lunches: instead of being such a big brand in the fast food industry dominos lack the facility of birthday parties or meetings which is a very big weakness as its competitor pizza hut is very good at all these things. (Shreshtha, 2010) OPPORTUNITIES: New restaurant at busy places: it should open its new restaurants at busy and crowded places where it can attract more customers. Capturing the new customer through low price menu: it offers a low price menu which is an advantage to it and it should take the proper benefit out of it growing fast food market-scope for expansion: fast food market is growing very fast along with the time as the new generation all are very fond of fast food and pizza is on top of the list hence making it a great opportunity for the company to expand its business and make profit. Introduce more varieties: it should introduce more varieties of pizzas and add more food items along with the pizza. Bigger outlets: it should increase the size of its outlets as its outlets all being smaller than the competitors hence giving less space for customers to sit and enjoy the meal. Take away counters: it should include take away counters to its outlets so that people feel more comfortable and easy to bring back. (Boyer, 2007) THREATS: From their competitors: it is facing a very tough competition from the existing competitor pizza hut as pizza hut have some of the better facilities with it is regarded better than dominos and hence really affects the market of it distributing the consumers. Pizza hut main competitive advantage over dominos is dine-in facility: the main competitor pizza hut has a unique dine in facility that makes it different and much better than dominos. Emergence of Papa Johns Worlds Pizza makers: new entrants entering the market are coming as a big threat for dominos as it is facing a hyper competition situation from pizza hut and it this scenario a new entrant can make the situation worse and make it loose market. Better quality and variety of competitors: dominos being a low price pizza seller than its competitors that gives it an advantage but at the same time the difference in quality can be seen and that makes the difference. No take away counters for pizzas: doesnt have any take away counters which in turn harms its own market and the consumers coming to it. (Jones, 2008) PORTERS FIVE FORCES ANALYSIS: Analyzing the above using the five forces framework we can see that in the above discussion it is stated clearly that the threats of new entrants is quite high and a no of new competitors are entering into the market like the papa johns and the pizza being an all time favorite of humans everyone knows that its profitable to invest in it and hence can enter in the market with high hopes. We can also see that it is in a hyper competitive situation with its existing competitor pizza hut. And Smokin Joes also giving a tough time to it hence making the situation even difficult due to which we can say that the threat of rivalry within the industry is too high. We also know that pizza being an all time favorite for people its very normal that instead of going to dominos pizza they can switch to any nearby confectionary or bakery in order to enjoy pizza and hence can harm the business of dominos because a lot of time people prefer not to order and wait for the delivery to come or waste so much of time going there and prefer to go and buy the cheaper pizza from the nearby confectionary or shop which taste same or sometimes better. Hence we can see that Dominos faces threat of substitute products and can be affected from it not so highly but still will have medium affects. RECOMMENDATION: The dining conditions have to be changed drastically if Dominos have to target the Premium segment of customers. They are way behind Pizza Hut in the dining experience. Some of the Dominos Restaurants lack even basic amenities. Due to this a condition can occur where customers judge the quality and taste of the Pizza with respect to the restaurant environment and ambience. Thus to have a greater market share and tap premium segment of the market, Dominos can provide good quality restaurants. There should also be provision for music, TVs, kids zone etc in the restaurant. By doing this they can even charge a little bit more on the food items. CONCLUSION: This assignment is based on Indian pizza market. Now in global market where they are stand in recent scenario. The main objective is increasing the number of customer base of Dominos Pizzas. This also has talked about the entry of various giants in Indian pizza industry. It has touched various aspect of pizza industry such as product line, comparison, strategy, competition, etc Dominos pizza industry is purely based on home delivery service industry. Dominos is the current market leader in India, but may soon face very tough competition from both McDonald and pizza hut. So to improve their brand image and consolidate their position in the market, they need to take up some innovative approach very soon. Special area of dominos is home delivery 30 mins concept, using this punch line they grow their business in various segment like opening dine-in facility, all over the India. , Also starting the new restaurant with new innovative products as well as opening the new segment for Dominos pizza.