Assignment on Business Strategy Essay Example for Free

Assignment on Business Strategy Essay Assignment on Business Strategy 1 . Evaluate a company of your choices Mission statement in the light of the 3 components of any Mission Statement. Also use the Abel framework to evaluate the business definition that this mission statement drives. Ans. ) While a business must continually adapt to its competitive environment, there are certain core ideals that remain relatively steady and provides guidance in the process of strategic decision making. These unchanging ideals from the business vision and are expresses in the company mission statement. The mission statement communicates the firms core deology and visionary goals, generally consisting of the following three components: a. Core values to which the firm is committed b. Core purpose of the firm c. Visionary goals the firm will pursue The firms core values and purpose constitutes its core ideology and remain relatively constant. They are independent of industry structure and the product life cycle. The core ideology is not created in the mission statement; rather, the mission statement is simply an expression of what already exists. The specific phrasing of the ideology may change with the times, but the underlying ideology remains constant. Here is the Coca-Cola Companys mission statement for Stakeholders which is published in Jeffrey Abrahams new book, 101 Mission Statements From Top Companies . The Coca-Cola Promise: The Coca-Cola Company exists to benefit and refresh everyone it touches. The basic proposition of our business is simple, solid, and timeless. When we bring refreshment, value, Joy and fun to our stakeholders, then we successfully nurture and protect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business. The audience for this mission is specifically for the stakeholder. The values here are stated explicitly: refreshment, value, Joy, fun, and attractive returns. These words were obviously carefully chosen by those who crafted this mission statement. The ultimate obligation of attractive returns is a powerful way to state the companys vision and keeps the values stated in context. A separate mission statement is published on The Coca-Cola Companys website for access by the general public: Everything we do is inspired by our enduring mission: * To Refresh the World in body, mind, and spirit. * To Inspire Moments of Optimism hrough our brands and our actions. * To Create Value and Make a Difference everywhere we engage. These values are consistent with the stakeholder version of the mission: refreshment and value are echoed in addition to inspiration. 2. What does a Business model intend to achieve, and how? Evaluate any company of your choices Business Model in the light of the same. Ans. ) Business Models are simulations of actual business functioning. They act as ideal real life examples, and help participants actively discuss the pros and cons of the situation given. A business Model gives a Full Account of any particular Business Scenario. One has to SWOT analyze the Business Model based on different how it makes money or delivers value, and what it does and does not do. A business model can change throughout the life of business or can be applied to a specific product, or to a nonprofit. It is a more general and concise statement than the business plan, but is still often used to explain the business and its activities to investors, banks or employees. Standard business models are often referred to in shorthand, such as subscription or low-cost leader. As we know a business model is the mechanism by which a business intends to pecify a market offering. It is a summary of how a company plans to serve its customers and specifies its product offering. It mentions both the strategy and methods of implementation. As Amazon. com was being established, the delivery of information, goods, or services to end customers employed one strong business model called the Online Retailers of Physical Goods. This business model takes title to the newly manufactured products that they sell and often rely on third party providers. Like Amazon. com, it needed third party providers, such as Borders and Barnes Noble, to maintain its product supply. When Amazon. om was first launched, Amazon. om was heralded for its feel-friendly culture that drew talented young people to apply for work there and employed smart hiring strategy by hiring the brightest, most intelligent and versatile people. Jeff Bezos wanted people who could share his vision and were willing to work to achieve it. He tried to establish a sense of community due to sharing both hard work and fun with his employees. Although pay was less than market salaries, attractive ownership options were offered. Amazons three operational strategies are 1 . Cost-Leadership Amazon places itself as leader based only on the pricing. It offers the same product quality for lesser price. 2. Customer Differentiation Amazon uses design, quality and convenience as a differentiator which set it apart from its close competitors. 3. Focus Strategies Customer service is the major focus while realizing that each market has its own quirks. Amazon. coms values and philosophy are at the center of the organization. These often determines the success and failure of the enterprise . The other important factors Amazon focuses on are customer satisfaction and operational frugality. These two values complement Amazon. oms operational trategies in achieving and maintaining an effective competitive advantage. Growth Drivers There are four primary drivers for growth: 1. Product focus 2. Customer focus 3. Technology focus 4. Distribution focus Using the above stated strategies, Amazon has managed to place itself in a position of power and success. 3. Use the 5 forces model to analyze and interpret the opportunities and threats that t he industry within which a company operates (of your choice), throws up. Explain how the company plans to capitalise on the opportunities and tackle the threats understanding where power lies in a business situation. It also helps to understand both the strength of a firms current competitive position, and the strength of a position a company is looking to move into. Despite the fact that the Five Force framework focuses on business concerns rather than public policy, it also emphasizes extended competition for value rather than Just competition among existing rivals, and the simpleness of its application inspired numerous companies as well as business schools to adopt its use (Wheelen and Hunger, 1998). * Chez Airlinbe company is not an isolated unit in the world and performs within a market full of other competitors. To be able to evaluate their position on market and to act accordingly they themed the Porters Five Forces Model. This model helped to define and realize their business and its surroundings and identify threats and opportunities to focthem on. They review this model periodically to obtain up-to-date data in this global and turbulent environment. The Porter Model consists of 5 elements which together comprises the environment business operate in. These elements are: suppliers, customers, new entrants, existing competition and the product itself. By assessing every one of these elements they get the whole picture of heir company within the market and the rating helps them target the key areas. They theme the scale of 0-5 to evaluate the policies of each element where O means no policies and 5 very high policies (reffering to the number in the brackets). * 1) Policies of Suppliers As they operate in the areas of services there are no critical commodities having large influence of their everyday service delivery. Therefore this area is not of critical policies in a short run. However, they should not underestimate this element as they wouldnt be able to continue the business in long run without suppliers. f their supply (3) This is a threat in case of the aircraft machines. There are not many reputable airplanes (and airplanes parts) producers and therefore they could have strong policies to control the air travel industry. As for the catering, gift services and other indirect materials there are many fragmented choice and therefore their policies is of almost no significance as they could be replaced quickly. There are no substitutes for the particular input (5) There are no substitutes for planes (in case they want to continue providing air transportation instead of ground routes) and herefore the policies of this element is very high business critical. They could reduce this policies by handling cargo theming the earth services but this might decrease service level they provide to their customers. * The suppliers customers are fragmented, so their bar gaining policies is low (4) There are more than 200 airlines all over the world and despite some alliance organizations (such as IATA) they are all potential competitors. The policies of this element is relatively high as the suppliers could afford losing one customers but the customers cant afford loosing the critical supplier (e. g. Boeing). The switching costs from one supplier to another are high (3) Switching costs in air transport industry are mainly related to the fact of limited airplanes producers and to the machine a company already owns. They theme planes form 3 producers: Airbthem, Boeing and ATR.

Indigenous Populations Health Case Analysis Essay -- Healthcare Indig

Introduction â€Å"Homo sapiens†, also called humans are best described as social animals. The accountability of this human behaviour lays with different factors, like culture, civilization, past history, etc. Among these factors, culture is the most significant. In the contemporary society, culture refers to composite reserve of principles, beliefs, knowledge, time concept, relations, etc passed-on from generation to generation, by groups (Roshan Cultural Heritage Institute, 2001). Among the thousands of culture practiced throughout the world, aboriginal culture is one of the richest and oldest culture which is estimated to be 58000 to 75000 years old (Goosen, 2000, p. 72). Different cultures have distinct perceptions to the models of health. This essay spotlights over the aboriginal culture, different models of health and their relevance to the case study of jenny. Discussion of case study Being an indigenous lady, jenny is deep rooted into her culture and society. Because of her baby delivery, she moved to urban area which made her vulnerable to variety of anxieties and stress. British colonisation on Australia â€Å"Terra nullius† was the official fiction, which lead to the invasion of British Empire on Australian mainland. Basically, it means the vacant and unpossessed terrains (Germov, 2009, p. 119). The first British fleet arrived at Botany Bay in 1788. This lead to various issues in the Australian indigenous society i.e. culture clash, indigenous dispossession, etc. Culture clash The term â€Å"culture clash† implies to the disruption between the people when two or more cultures exist together. Typically, culture clash is the drawback of multicultural society. According to Crisp and Taylor (2009, p.113), different fact... ...stone. Epstein, R. M., & Borrell-Carrio, F. (2005). The biopsychosocial model: Exploring six impossible things. Families, Systems, & Health, 23(4), 426-431. Germov, J. (2009). Second opinion: An introduction to health sociology (4th ed.). South Melbourne, Australia: Oxford University Press. Glittenberg, J. (2004). A transdisciplinary, transcultural model for health care. Journal of Transcultural Nursing, 15(1), 6-10. Goosen, G. C. (2000). Christian and Aboriginal interface in Australia. Theological Studies, 60(1), 72-94. Gustafson, D. L. (2005). Transcultural nursing theory from a critical cultural perspective. Advances in Nursing Science, 28(1), 2-16. Roshan Cultural Heritage Institute: Cultural understanding through education and communication (2001). Retrieved Dec. 1, 2010, from http://www.roshaninstitute.org/templates/System/details.asp?id=39783&PID=474552

Cold War and Communism Essay

There are situations in life that can arise at any moment, without our control. Nuclear war and terrorism are two of these situations. There are things we can do to prepare for these situations, but are we ever really prepared? To live under the threat of nuclear war must have been terrible. To know that at any moment a something very catastrophic could happen to us and our family, and there are only a number of things we can do to protect ourselves, is a gut wrenching feeling. During the Cold War, the threat of nuclear war and the atomic bomb put fear into everyone’s life. There was nothing civilians could do about this, except to â€Å"Duck and Cover†. The threat of the atomic bomb was so real that schools were instructing students on what to do if and when it was to occur. â€Å"Duck and cover† is what the students were taught to do. No matter where the person was, outside or inside, duck and cover was the best thing they could do in order to protect themselves from flying debris and the extremely bright light. I’m sure that the fear that the threat of the atomic bomb scared the children very much. Living under the threat of nuclear war and living under the threat of terrorism have a lot in common. Terrorism defines many different situations, such as 9/11, a shooter entering a public place, poison being put into our air or drinking water, etc. The fear is the same, we are afraid that a situation could occur that could harm, or even kill, us or our loved ones, and there is nothing we can do to prevent it. Just like schools were teaching students what to do in case of a nuclear bomb during the Cold War, schools are now teaching students what to do in case of a terrorist attack. Since the shooting at the elementary school Connecticut, schools all over the country have been teaching the students what to do and how to handle the situation. I believe that this is a very positive thing. School shootings seem to be happening more and more often, and students should be prepared. One different between the threat of the nuclear bomb and the threat of terroristic attacks is that the nuclear bomb was expected to happen, terrorism isn’t something we expect, it tend to happen randomly with no warning. Living under the threat of any catastrophic event is very frightening. All we can do is learn what to do in the situation and be prepared.

The Wife of Bath A Literary Analysis Essay - 1093 Words

Geoffrey Chaucer’s â€Å"The Wife of Bath’s Tale† is an important part of his most famed work, The Canterbury Tales. One of the most respected highly analyzed of all of the tales, this particular one is important both for its character development and its prevailing themes. It seamlessly integrates ideas on society at that time with strong literary development. This work stands the test of time both because of its literary qualities and because of what it can teach us about the role of women in late Medieval society. In terms of literary quality, Chaucer went great lengths to give all elements a bit of attention. The work is primarily about a knight who is pardoned from a rape on the condition that he acquires the answer to one of life’s†¦show more content†¦The language used in the work is quite formal, but that is to be expected given the time frame it was written. His form in this story might be construed as a form of poetry, and Chaucer made t hings work by using artful language. In describing marriage, he used especially floral writing. Chaucer wrote, â€Å"Lo, theres the wise old king Dan Solomon; I understand he had more wives than one; And now would God it were permitted me To be refreshed one half as oft as he! Which gift of God he had for all his wives!† (Chaucer). Additionally, Chaucer was very well known for his use of alliteration. He routinely used similar sounds to get the most out of the action and this makes his work much more readable. He wrote, â€Å"To read, within this book, of wicked wives. He knew of them more legends and more lives† (Chaucer). This use liberal use of consonants was a major part of the work and was innovative in its historical context. One looking at the theme, one could easily say that it is all about the power of women. Chaucer used the strong female character to get this across, and many believe that it likely would not have worked if the author had not first established such a strong voice. Early scholars argued that the book was more about marriage than it was female strength (Kittredge, 1912). Whatever the case, it is clear that Chaucer’s primary focus was on explaining the role women might play in society if they were able to. This particular work ofShow MoreRelatedSex in The Canterbury Tales Essay937 Words   |  4 Pagesmarital bond of â€Å"making love† makes evident Chaucer’s skewed views of love and marriage with underlying tones of misogyny. He expresses these views throughout the work, however, the theme of love and sex is most evident in the sub-stories of The Wife of Bath and The Miller’s Tale. Chaucer breaks the topic of sex into two basic parts: carnality and romanticism. Although carnal love is a controversial topic, Chaucer dives into the subject by creating characters with ferocious appetites for sex and theRead MoreComparing Beowulf And The Wife Of Bath1553 Words   |  7 PagesBeowulf and The Wife of Bath Tale: The Battle of the Sexes Women from the beginning of time have been determined to make their mark in the world of a so-called man s world. Women believed they deserved the right to express their opinions about family matters as well as business affairs. The women in Beowulf and The Wife of Bath Tale have different issues, however they are for all the same reason: be heard by the power dominating sex. In the eighth century men were thought of as being superiorRead MoreTheftby Katherine Anne PorterFollow 10 Members1550 Words   |  5 PagesMembers Following Summary Themes Analysis More ââ€" » Theft by Katherine Anne Porter Analysis Style and Technique (Comprehensive Guide to Short Stories, Critical Edition) print Print document PDF list Cite link Link â€Å"Theft† is a unique short story in the Porter canon for several reasons. It is the first effort at incorporating autobiographical elements into her work. Porter developed an intense relationship with Matthew Josephson, her literary mentor and lover. His wife, after discovering the affair,Read MoreGender Oriented Analysis in Wife of Bath by Geoffrey Chaucer Essay1424 Words   |  6 Pages Of all the numerous females depicted in literature throughout the centuries, Geoffrey Chaucer’s Wife of Bath has inspired more in-depth discussion and gender-oriented analysis than the majority. 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The Medieval Society and Women The medieval period was characterized by major social changes that were reflected both in the everyday lives of people but also in theRead More The Bourgeois Social Class in Chaucers Canterbury Tales Essay5130 Words   |  21 Pagescentury English society. And upon first reading the CT, one might mistake Chaucers acute social awareness and insightful characterizations as accurate portrayals of British society in the late 1300s and early 1400s. Further, one might mistake his analysis, criticism, and his sardonic condemnation of many elements of British culture for genuine attempts to alter the oppressive system producing such malevolent characters as the Friar, the Summoner, the Pardoner, and the Prioress. 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As demonstrated earlier with the Pardoners Tale, there is a clear suggestion in Chaucers writing that the more powerful ecclesiastical figures behind the secular religious figures are, at least in part

Plato And The Philosophical World - 1965 Words

It could be said that Plato is one of the most talked about philosophers of our time. He has been discussed for thousands of years, and will likely continue to be discussed for many more to come. One of Plato’s greatest known contributions to the philosophical world was his explanation of, and emphasis on, dualism. Dualism, according to Plato, is the constant battle between the body and the soul – the relentless fight between physical pleasure and intellectual reason. Plato believed that the body was simply a prison that confined the soul and, primarily, prevented it from searching for reason and, ultimately, the Good life. He strongly assumed that the reality in which the body accepted was simply an illusion, and only through intellect, education, reasoning, and wisdom of the highest calibre would the soul be freed from the body, and the individual would then be allowed to understand and experience the true reality of the Good life. Plato believed there was more to lif e than what he perceived in the â€Å"reality† in which he lived. Due to his need to question the bigger things in life, Plato focused on the explanations of reality by Heraclitus and Parmenides. Heraclitus believed that reality was a cycle of change and that change, in and of itself, was unchanging. Parmenides, on the other hand, believed that the reality of being is perfect and complete, and therefore cannot change. After studying Heraclitus’ and Parmenides’ beliefs about reality, and considering that both ofShow MoreRelatedGreek Philosophy And The Greek Creation1593 Words   |  7 PagesAncient Greek word (Phileo), meaning â€Å"to love† or â€Å"to befriend† and (Sophia), meaning â€Å"wisdom†; making philosophy stand for â€Å"the love of wisdom†. Philosophy is about understanding the fundamental truths about ourselves, the world in which we live in, and our relationships to the world and amongst each other. It is the study of general problems connected with existence, values, language, and mind. Those who study philosophy (philosophers), engage in asking, answering, and arguing their answers to life’sRead MorePlato And Aristotle s Views On Life794 Words   |  4 PagesTameka Jonas Thompson Survey of Philosophical Thoughts2010 Professor James Moore June 9, 2015 Analogy of Plato and Aristotle Aristotle and Plato were each great intellectual however their views on life are totally different. Plato was born round the year 428 BCE in Athens. 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This essay will strive to establish their understandings of reason and the role reason plays in their comprehensions of politics, differentiating between the kinds of reason and politics produced as a result. Plato is regarded as the first writer of political philosophy while Aristotle is recognised as the first political scientist. Plato’s interpretation of Utopia is founded upon the existence of three

Origin Of Successful Enterprises Can Be Observed Among...

Q5: What kinds of successful enterprises can be observed among China-born immigrants in the GTA, and how can these enterprises be described? The types of effective businesses in the study that could be observed among China-born immigrants in the GTA were skilled, specialized or useful and functional personal or home related services and businesses. For instances, the practical and skillful of HAC home services, real estate brokerage, fast printing of Chinese business cards and fast food advertisings, accounting consulting, dating services, immigration consulting, Chinese supermarket, and hair salon. These businesses or services in the study were realistic, workable and valuable to most homes and households or personal applications in GTA. Implication of this finding was that most of these first generation China-born entrepreneur immigrants’ enterprises were small family business or personal skilled trades. They focused on practical and useful home or household and person al businesses which were tied to the challenges of raising funds for startup. These China-born immigrants were new and first generation immigrants in Canada, and they had no families, relatives or networks in GTA (Guo, 2013; P. Li Li, 2013). As the first generation immigrant entrepreneurs with limited networks and resource, China-born immigrant entrepreneur raised their capital for startup merely from their personal savings or family loans (Azmat, 2013; Guo, 2013). The study findings were consistentShow MoreRelatedInfluence of Immigration on the American Culture and Language14362 Words   |  58 PagesAmerica †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1.1. America: Its Image and Reality†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1.2. The Reasons of Immigration to the USA†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3. . The Importance of Religious Beliefs: â€Å"One Nation under God † †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Chapter II The Nation of Immigrants†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 2.1. American beliefs and values†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 2.2. The Process of Americanization in American History†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..... 2.3. Different Views on Americanization †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Chapter III The Mosaic of American Culture†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Read MoreCultural Difference11630 Words   |  47 PagesChapter 11 Cultural Characteristics and Effective Business in China Maria Fernanda Pargana Ilhà ©u ISEG/UTL, PORTUGAL Abstract For firms in the international market the cultural characteristics of host country societies, where their managers are going to deal and work, must be learned, absorbed and adopted. A person’s perception of market needs is framed by his or her own cultural experience. More than factual knowledge of Chinese culture the interpretative knowledge is very important and difficultRead MoreOne Significant Change That Has Occurred in the World Between 1900 and 2005. 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Edward Scissorhands free essay sample

As this is seen in Edward, the creation of a skilled inventor, intertextuality is evident. There is a resemblance to Mary Shelley’s Frankenstein as human beings cannot recreate life to substitute the factor of God and expect it to thrive. Since Edward is an unfinished creation, he is considered an outlier in the normal society. Burton shows this archetype of inconformity through the juxtaposition of good versus evil, technical tactics of mise-en-scene, and the violations of the dark romanticism conventions to introduce the moral of appearance versus reality. Edward is a very humble and polite human being yet he is detached from the real world. As a result of being concealed in his gothic mansion for so long, he yearns for acceptance in the quaint suburban town. As Peg, an Avon sales woman is going door to door trying to sell her cosmetics, she is shut down by everyone in the neighborhood. When Avon-lady, Peg, comes to knock on the door of the castle, the viewer first finds some beautiful, yet unusual, bush trimmings. One trimmed bush the camera focuses on for a moment is a giant life-like hand that is in the very middle of the garden. But as Peg continues to let her self into the castle, the viewer sees an old grand stairwell that is covered in dust. The windows are so dirty with dust and grime, they let in no light making the once, seemingly beautiful entrance, dark and eerie. The roof of the castle has a giant hole in it, there is a fireplace with some hay around it and several magazine clippings taped to the wall above it. The people of suburbia have stayed away from this castle for years and Peg now understands why. Edward’s gothic castle is completely backwards from the rest of suburbia. Suburbia is a lively, colorful town where the same thing happens every day. This town is painted with bright colors. Each house is shaped exactly the same with the only differences between each one is the garish color of the exterior walls which vary from green to pink to blue. In the mornings, the men who go to work are all shown leaving at the exact same time, and all pulling out of their driveways in a uniformed fashion. This quaint, little town is practically the American dream to most who see it from the outside. Inside each home everything is nice and neat, everything is cleaned, and all the children seem to be perfect little angels. Suburbia and Edward’s castle are from two totally different worlds, which provides a sort of comic relief for the viewers. When Edward is brought into town for the first time, it doesn’t take long for everyone to know. The people of suburbia live in such a perfect world, they almost desire a bit of a change in scenery. There are several kinds of people living in this neighborhood and each character has their own personality. Peg, a married woman with two children who also works for Avon, is a little woman with a big heart. When Peg first meets Edward, she tries to help him by bringing him to live with her family and uses her new Avon products to lessen the severity of the scars on his face. She dresses conservatively by wearing classic pencil skirts with matching coats, hats and pumps. Her friend Joyce, who lives just down the street, is somewhat of a cougar. She is always wearing high heels with a bright colored shirt or dress with a belt to define her skinny waist and bigger bum. She is equipped with long 3-inch plastic nails that are delicately painted that add more to her cougar-like character. Joyce is a very nosey neighbor with false intentions. She tries to lure Edward into having sex with her mostly because he is something new to look at. Joyce also was one of the first in the neighborhood to try to get Edward involved but when things go bad, she states â€Å"all along I felt in my gut there was something wrong with him. † Edward’s character looks to be very dry and bland. He wears an outfit of all black and skin as pale as snow. Though his costume is bland, his personality is not. Edward only knows what others tell him, kind of like the mind of a child. Since he believes whatever anyone tells him, his character is very sweet and innocent. Edward’s hands are made of long sharp knives that he ends up using for others benefits. He trims the hedges, cuts hair, and cuts the dogs’ hair, all because someone told him to. Edward dreams of being a ‘normal’ human with real hands like what his creator had planned for him to have before he unexpectedly died. In his castle, he used the fireplace as his bed. Above the fireplace, the pictures taped to the wall were pictures of modern homes and happy families, things he truly desires. Edward also desires love. He falls in love for the first time when he gets to know Kim, the daughter of Peg. The elements of mise en scene in this film are highly directed at teenagers. This film, made in the 1990s, shows the typical rebellion of the children in a perfect neighborhood. Edward Scissorhands captures the feelings teenagers feel when peer-pressure is put upon them and the feeling of falling in love for the first time. Kim’s boyfriend, Jim, owns a van that the teenagers use to do things teenagers ought not do. Teenagers feel the peer pressure to smoke, drink and lie to their parents nowadays just like they did in the 1990s. Edward meets Kim and eventually begins to feel those butterflies in his stomach when she’s around and Kim tries to deny any feelings towards Edward. He does his best to impress her and even goes to the extent of breaking into Jim’s parent’s house because Jim told Edward it would make Kim happy. Once, Edward tries to touch Kim but accidentally cuts her. At that moment, he realizes he will never fit in to this ‘cookie-cutter’ world of suburbia. Edward is eventually run back into his castle by the police and townspeople and is never seen again. Though Edward was never fully human, he had the opportunity to live in a human world just to find he did not fit in. Each character in this film has their own opinion of Edward but poor Edward doesn’t know enough to have is own opinion about everyone else. The film also shows how today’s teenagers have not changed much since the 1990s. Teenagers still deal with peer-pressure and falling in love for the first time. Edward Scissorhands shows how even though not everyone can live the American dream, we must learn to love what world we do live in just like the people of suburbia and Edward in his castle.