Marketing Analysis of BQ | SWOT

Marketing Analysis of BQ | SWOT Introduction A strategy is developed by a consideration of the resources of the organisation in relation to its environment, the prime purpose being to add value Dobson (2004). According to Stredwick (2008), Strategic analysis is concerned with the strategic position of the organisation. It consists of the organisations values, culture, resources and its environment. It tackles the following questions: what are the key characteristics of the organisation, what changes are going on in the environment, and how will these affect the organisation and its activities. In addition, a detailed internal and external environmental analysis including an assessment of culture enables the organisation to make a strategic choice and also help in the strategic implementation. Therefore, the report will use different tools such as SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis in relation to Michael Porter five forces analysis to highlight where BQ (UK) is, and the environment it operates in, is strategically and where it could be in the future and the nature of competition. It looks at internal factors, the strengths and weaknesses of BQ, and external factors, the opportunities and threats facing the business. Besides, PESTLE (Political, Economic, Socio-cultural, Technological, Legal and Environmental) analysis is another tool to be used to analyse the macro external environment. Johnson (1992) Cultural web will also be used for the assessment of BQ culture. BQ Profile BQ was the first national DIY retailer and has been in the DIY business for more than 30 years. Richard Block and David Quayle (BQ) wanted to bring value, longer opening hours and a broader product range to everyone. In the 1980s it bought the Scottish DIY chain Dodge City and eventually became part of the Kingfisher Group. Today, BQ is the UKs leading DIY and garden centre retailer and its stores offer approximately 40,000 inspirational home improvement and garden products for the homemaker, occasional to serious DIY and trade professionals. Swot Analysis of BQ UK Strengths, Weaknesses, Opportunities Threats (SWOT) analysis is a tool of environmental scanning aimed at analysing both the internal (strengths and weaknesses) and external environment (i.e. opportunities and threats) to see whether the organisation can seize new opportunities given its strengths and face new threats despite its weaknesses. Thus, a SWOT analysis is a well-rounded analysis which goes well beyond the internal environment. Strengths Leading brand and good reputation BQ is the number one leading brand in the UK and is twice the size of its competitor. It has a market size of  £31bn as regard to the size of repair, maintenance and improvement market. Being the number one position in the UK market, BQ has a major strength as they are ahead of their rivals. Furthermore, BQs reputation is strong and popular which means people view it with respect and believe in it, for example, BQ is supporting Prince Charles in his Preserve the Rainforest. Increased market share BQ has a market share of 14% where it employs 22,602 employees and has 321 stores in the UK (http://www.kingfisher.co.uk/index.asp?pageid=33 accessed [19/10/10]. Thus, BQ will continue to grow in the home improvement and garden sector. Their increased market share is a key to their success as it boosts reputation, profit and the value of the organisation. Constantly creating new, differentiated, Innovative and wide range of Products BQ offer around 40,000 products in stores. BQ also has its strong own-label such as BQ car boot protector, BQ Foot pump and so on. BQ has innovative, well displayed products and they are also continuing with their renewal programme which includes updating product ranges such as launching their first fair-trade products and designing more eco-products. Thus, BQs innovation keeps it a front-runner in the home improvement and garden centre as it is regularly re-launching and designing new products. Hence, having a product differentiation strategy makes BQ at a better competitive advantage. Sites BQ has some good positions and new opening opportunities. BQ has 321 stores in the UK. They also encourage more eco stores such as their eco flagship store is located in New Malden and boasts innovative developments such as 108 underground bore holes, 100 metres deep which heat and cool the store with energy from the earth. Moreover, for the first year 2010/11 half progress, three large and 1 medium stores revamp (kingfisher strategy progress, March 2010). Thus, this is a strength which shows the overall performance of the BQ. Adding value to the organisation Adopting Michael Porter (1985) value chain concept through all its primary and supporting activities, BQ Delivering Value programme of self-help initiatives is working well, meaning now it generates significantly higher profits and cash flow from its operations and a much better return on capital for its shareholders [www.kingfisher.com]. Technological strengths BQ have embraced technological advancement in their business. For example, it has their own website where customers can shop on line namely, www.diy.com, thus facilitating e-commerce. In addition, BQ intranet facility also helps in improving its internal communication system where policy and procedures of the company can be accessed to all employees. Furthermore, on the 4th august 2010, BQ has launched its first iDIY APPS which makes it easier for customers to get the job done by having BQ experts available for them whenever needed. It is new at apple store and free to download for I phone and I pad users. Moreover, a range of green technologies have incorporated into new stores at BQ. Good customer relationship management More than three million customers come at BQ (UK) doors every week. Thus, BQ has an extensive customer base, which is a major strength regarding sales and profit. Besides, BQ retain their customers by giving them the opportunity to create, design their own product according to their taste. BQ offer different types of discount for regular shoppers which also help in customer retention such as the diamond card which offer 10 % discount off to the over 60s every Wednesday off selected purchases or products, Trade Discount Card which also offers discounts for trade customers and Corporate Gift Cards which receive discounts for bulk spending. Effective Human Resource Practices BQ has been awarded again for the fourth year running the Gallup best workplace award. Besides, on the 22nd June 2010, BQ UK also scoops the top award at institute of internal communications [www.kingfisher.com]. BQ UK is also recognised for its constant emphasis on employee training in order to improve customer satisfaction. For example, 15 500 employees of BQ UK have completed a Retail Skills Level 2 NVQ or Home Improvement Knowledge Qualification awarded by City Guilds. BQ has a very experienced workforce which drives the organisation with knowledge and expertise. In general, we can therefore comment that BQ UK concentrate on the soft side of human resource management. They invest in people through good communications, teaming and training. A participative management style BQ has an organic or flatter organisational structure which reflects its culture. Employees are empowered and have freedom of expressing new ideas. Thus, BQ unlocks the potential of its employees. At BQ, they have been busy laying the foundations for future growth. For example, they recently launched a Dragons Den-style panel to help them filter new innovative and creative ideas from staff which is called the Innovation Den. This, therefore, encourages a culture of entrepreneurship and empowerment. Financial resources BQ has improved their financial performance; this can be proved by the key performance indicators such as the operating margin which has increased from 2.8% in 08/09 to 4.9% in 09/10. Thus, the rigorous focus on generating improved cash flow from operations, reducing the investment in working capital, whilst tightening controls over capital expenditure, has yielded a significant reduction in financial net debt [www.kingfisher.com ] Effective waste and recycling management Reducing waste help to improve efficiency of organisation, thus, so far BQ has 48 % less carbon emitted from waste. They have tried to manage their production in a systematic way through the use of technology. They encourage customers to return old products and packaging for recycling. Low threat of new entrance (one element of Porters five forces analysis) Being the market leader, having a market size of  £31bn, concentrating on product differentiation; economies of scale; having cost advantages; having high capital requirements and being part of kingfisher, the third largest home improvement retailer in the world, BQ, has low threat of new competitors. Bargaining power of suppliers: one element of Porters five forces analysis BQ maintain strong relationship with their suppliers, for instance, ensuring that their suppliers provide them with eco-friendly products. Thus, the bargaining power of their suppliers is low, which makes BQ having a competitive advantage. Weaknesses As per kingfisher business review, august 2010, BQ like to like sales has increased on seasonal products such as garden products; however, one weakness will be that sales of garden product will be reduced due to winter weather which will discourage customers to invest in their gardens. BQ website, diy.com, has a poor e-commerce ratings as they were ranked bottom overall, with customer scans of 50%. In addition, the site got only two star ratings for price and product out of five stars. Furthermore, they also have delivery issues; from over packaging and delays to time slots which shows how BQ is wasting both its time and resources and also reveals their inability to adapt quickly to change. Opportunities BQ is to expand its offer in to the trade market, with the triumphant trial of Trade Point stores in nine of its large UK branches. As customer tastes keep changing, for example many people prefer to use eco-friendly products, thus an opportunity will be to broaden BQs customer by offering several trials of new or expanded product categories. Thus, this will expand the product/service lines by BQ which could help them to raise sales and increase their product portfolio. In addition, products which are cash generators and are at the maturity stage on the product life cycle can finance the rising star at the growth stage and even the question mark that are at the introduction phase. To open more eco-stores, thus, meeting the companys aim of being a sustainable business. Integrate advanced ICT (information communication technology) in business process to improve efficiency and effectiveness such as having an ERP (Enterprise Resource Planning) system. Reinforce its web design to facilitate effectiveness e-commerce. Redesigned and reduced the size of packaging on a number of lighting products, removing significant amounts of plastic and polystyrene. This will help in handling waste appropriately. Further international growth. BQ has several stores in the UK and Ireland. It also operates in china. BQ has a number of highly skilled staff, which is an opportunity for them to explore as expertise of their staff can help B Q to bring the business forward. Threats Industry Rivalry (one element of Porter five forces analysis) Focus (DIY) Limited; Wickes and Homebase Limited are the top UK industry rivalry. Homebase limited is the second market leader in home improvement and garden centre retailer in the UK. Homebase with its sister company Argos (750 stores) booming rapidly, shows a recorded sales figure of  £1.57 billion 2009/10 and profit margin was  £41.2 million 2009/10 (www.homebase.co.uk). Although, BQ are going to open some Trade points, Homebase has already a robust supply chain partnership with Argos. Being the first one to introduce loyalty cards, Homebase have an advantage in retaining customers. Homebase allow customers to collect and redeem nectar points. Even BQ has a system of processing nectar points, but this is available only on their website, even though, points are spent, not collected. In addition, Homebase is also recognised for choice, style and customer service across the wider home enhancement market. In addition, according to the Observer (31st October 2010, by Zoo Wood), analysts verdict stated that Homebase is planning to buy Focus (DIY) limited, if the acquisition is confirmed, BQ would be facing big competitive challenges, and may even lose its number one market position in the UK. Thus, the nature of competition where BQ operates is fierce. Tax increases can place additional financial burdens on BQ Changes in the way consumers shop and spend and other changing consumer patterns could be a threat to BQs performance For example, during the recession, many customers buying behaviour pattern changes, most likely, they will not spend money in home improvement or garden products. In addition, wallpapers colour paint can also be changed according to the colour fashion trend. BQ could be threatened by the high bargaining power of customers that they can influence BQ pricing strategies. BQ is susceptible to slowing UK housing market. For example, in the UK, sales declined by 2.6% to  £4.3bn in March 2009, as the recession hit consumers upgrading their homes. In addition, Kingfisher state that UK home improvement market has fallen down which will not only affect the sales, but will also affect the companys profitability and performance. http://news.bbc.co.uk/1/hi/business/7965018.stm accessed [19/10/10]. Ultimately, when strengths, weaknesses, opportunities and threats are identified, BQ implement the three strategies which can be formulated: a) matching strategies: match strengths with opportunities; b) conversion strategies: converting threats into opportunities and/or weaknesses into strengths; c) creative strategies: they can also be creative and try to identify hidden strengths. PESTLE Analysis of BQ PESTLE (Political, Economic, Social, Technological, legal issues and Environmental) analysis is used as a tool to analyse the external macro environment. It deals with those six factors that affect the organisation. Although the items in a PESTLE analysis rely on past events and experience, the analysis can be used as a forecast of the future. Besides, Kotler (1998) claims that PESTLE analysis is a useful strategic tool for understanding market development or decline, business position, prospective and direction for operations Political Factors Employment legislation According to Balchin (1994), For employment legislations, the government supports retailers to provide a mix of job opportunities from flexible, lower-paid and locally-based jobs to highly-skilled, higher-paid and centrally-located jobs. BQ has a flexible workforce of 60%; BQ does provide work for a diverse of people, such as students; people aged 45 plus; and under 25. In addition, increasing the retirement age up to 66 year old by 2020 will make BQ to review its HR policies to formulate new strategies. Besides, due to the increase of tax (VAT 20%), BQ price strategies need to be reviewed. However, BQ has requested to the government and European Commission to reduce the VAT to 5% on energy saving products to make it affordable to all www.diy.com . BQ is working in partnership with the government to promote sustainable growth For example, BQ is helping the Government Launch of the Green Loan Pilot Scheme where BQ is partnering the London Borough of Sutton in an experiment of the governments new (PAYS) Pay as You Save Scheme www.crp-news.com . Besides, BQ is helping the government to provide security equipment at reasonable prices and as affordable as possible to secure 45,000 homes. Government also offers BQ with vouchers to help in preventing burglary (National Security). Thus, having a good relationship with the government may help BQ in the future, such as having tax breaks, good public relations and strengthen their reputation. Economic Factors Economic factors are of concern to BQ, as they are likely to influence demand, costs, prices and profits. One of the most significant factors of the economy is high unemployment levels which have mainly increased due to the recession. The recession causing an increase in unemployment has decreased the effective demand for many goods, adversely affecting the demand required to produce such goods. For example, in 2008 the UK home improvement market declined by around 4% as the economic environment worsened, impacting consumer spending. BQ was badly affected by the weak housing market, that have made them concentrate on different marketing strategies of how to attract; retain or acquire the customers. BQ GDP (Gross Domestic Product) estimates for 2010 is 1.5 % This really shows the contribution BQ has made to boost the economy by producing its product within the countrys border. A positive GDP also indicates an avenue for economic growth which leads to higher living standards and greater prosperity for individuals. It also supports businesses to be profitable, which creates employment and income. Increase interest rates by 4% in 2011 and an increase in inflation rates will affect both BQ and the consumers. Therefore, the economy is likely to experience falls in consumption and investment. Social Factors Shifts in values, culture and lifestyle Norms, values and paradigms form the socio-cultural environment. They have impact on corporate strategies. For example, there has been a shift of lifestyle where nowadays people are more concerned of the environment issues occurring, such as the Green House Effect, the widening gap of the ozone layer, and so on, thus, they are more prone to consume eco-friendly products which help in maintaining a sustainable environment. Thus, to adapt with this socio-cultural shift, has pushed BQ towards the being responsible to the environment and support ethical behaviour. For example, they have designed new eco products and open new eco stores by using green technologies, such as QUEST environmental management system. In addition, BQ social responsibility which can reflect upon its culture, are divided into four section: Their diversity strategy (value of respect for people), Environmental impact (life cycle and make up of products); Ethical (how and where to buy our products) and Community (their better neighbourhood approach). Demographic changes Demographic changes such as the ageing population and an increase in female workers have made BQ to review its employment policy, for example, this made them concentrate on benefits offered to older workforce. In addition, having an ageing population has also influenced BQ in developing different marketing strategies to retain older customers such as the diamond discount card which offer 10 % discount off to the over 60s. Source: Hogarth, T. and Michael C. Barth (1991) Moreover, families are nowadays having fewer children, and having an ageing population, will result in a shortage of skilled labours in the market. Thus, this had led to the recent introduction of legislations such as the entrepreneurs visa, point-based systems and working visa. Therefore, BQ should acknowledged these changes and review its employment policy accordingly. Education In order to promote children skills, BQ has launched its nationwide job done initiative by teaching children DIY skills as a curriculum for the future. In addition, to educate both women and men about the use of DIY tools, BQ has introduced its IDIY apps. Technological Factors Technology is a major micro environmental factor which has influenced the development of BQ products and services. The new technologies benefit both customers and the company: customer satisfaction increases as products are readily available, services can become more personalised and shopping more convenient (Data monitor Report, 2003). BQ utilises the following technologies: New tracking technology: BQ is using TaqMan operation campaign technology Decorating card technology Variety use of low carbon technologies including solar panels and ground source heat pumps for New Malden eco store. And, in the future, solar system can be used in most homes as a replacement for gas and electric heating. BQ joined SEDEX- a web-based system that provides a membership based data exchange where it provides them with greater visibility at all levels of their supply chain. Legal Factors Many government legislations and policies have a direct influence on the performance of BQ. For instance, Kingfisher retail board ensures that BQ adopt the code of practice to guarantee ethical business practices among its employees, suppliers, contractors and investors. For example, BQ has an anti-bribery and corruption policies and procedures in the light of the new UK Bribery Act 2010. The existence of powerful competitors with reputable brands generates a threat of intense price wars and robust requirements for product differentiation. The governments policies for monopoly controls and reduction of buyers power can limit entry to this sector with such controls as license requirements and limits on access to raw materials (Mintel Report, 2004; Myers, 2004). Thus to device politically correct pricing policies, BQ set reasonable prices for its products. Environmental Factors In 2003, there has been greater pressure on many companies and managers to recognise their responsibility to society, and act in a way which benefits society overall (Lindgreen and Hingley, 2003). Thus, in 2008, BQ signed a three year partnership with BioRegional to move towards becoming a One Planet Living business in order to reduce its impact on the worlds resources. BQ is awarded chain-of-custody certification for both Forest Stewardship Council (FSC) and Programme for the Endorsement of Forest Certification schemes (PEFC). In addition, Graiser and Scott (2004) state that in 2003 the government has planned to introduce a new strategy for sustainable consumption and production to minimise waste reduce consumption of resources and minimise environmental damage. Thus, this has pushed BQ in developing strategies such as making use of a new supplier measurement system call QUality-Ethics-SafeTy (QUEST) to ensure that the green policy is respected in accordance to the sustainability standards. However, BQ commitment is that they will force all timber products to be source certified, and also developed enforcing principles to engage its environmental campaign on suppliers. In this circumstance, question can be asked about power relations between BQ and suppliers: could other companies do what BQ is doing? Do BQ have that much power which it holds over its supply base? According to New (2003), he states that BQ does not have that power to change the way the supplier operates as green purchasing policies would vary between firms context. Assessment of BQ Culture According to CWL Hill G R Jones (2001), an organisational culture is the specific collection of values and norms that are shared by people and groups in an organisation and that control the way they interact with each other and with stakeholders outside the organisation. Cultural Onion What is right and proper? What the organisation should seek to achieve? The basic assumptions of the group The way we do things around hereCulture can be compared to an onion with three layers. Figure : Cultural Onion; source: Trompenaars Hampden-Turner (1997) Cultural Web One of the most commonly used ways of making sense of an organisations culture is to use the cultural web (Johnson, 1992). It is a schematic representation of the elements of an organisations culture in such a way that we can see how each element influences the paradigm. The cultural web theory is also a useful analysis for management as it represents the fundamental assumptions related to political, symbolic and structural aspect of the organisation. Figure : cultural web. Source: Johnson (1992) Cultural web theory application is an effective tool in assessing the cultural environment for BQ. As mention before, the cultural onion contains layers of norms, values, and paradigm and also the ways of doing business within and outside the company. Hence, the concept of cultural web is the demonstration of these actions taken for granted for understanding how they associate and influence the strategy (Veliyath and Fitzgerald, 2000; Johnson and Scholes, 2003). It is also used to bridge the gap between actual and desired culture through adaption of future strategies. Culture can be examined through the interpretations of how the organisation behaves, including, rituals, stories, structures, routines and systems. This shows the clues about the taken-for-granted assumptions (Paradigm). BQ has a very friendly, welcoming and supporting approach in the routine ways that shows how staffs behave towards each other, and towards those outside the company that can make up the way people do things. The control systems and measurements are continually under the management review to display the competence of the staff and bosses decisions. For instance, control systems on its quality of service, its strong environmental supply chain system, and the behavioural control of its staffs by having a good HR policy. The rituals of the organisations life are, corporate gatherings, the special events which BQ stresses what is mostly important and reinforce the way things are done. Symbols represent different basics such as Titles, Logos, uniforms or the type of language and expressions commonly used which becomes a shorthand image of the nature of the organization. BQ has already a recognised eye catching Orange colour as its logo as well as its uniforms. The brand and the logo signify a lot to people inside and outside the organisation. Nevertheless, BQ is recognised for using similar orange colour logo and store layout from the American giant DIY retailer, Home Depot, thus, the question is how innovative and unique is BQ as regard to its logo and brand positioning? What will happen to BQ if Home Depot comes into UK market? Power Structures are the core assumptions that contribute to the paradigm and are likely to be made by the most powerful management groupings in the organisation. And, as for BQ, its power relies in the environmental and ethics department, how to make people more committed to the environment and as well as to develop their core values. Continuous meetings and communication at every level of the organisations hierarchy signify a strong internal environment and a flat (organic) organisational structure. Conclusion The report entails a detailed environmental analysis of BQ including an assessment of culture. BQ had adopted influential identities by making their DIY model into a virus and outlaying it out into the culture via a range of channels: cultural sponsorship, consumer experience, political controversy, and brand extensions. The report has used mainly SWOT and PESTLE to conduct the environmental analysis. Although they are powerful tool for analysis, they do have some limitations. For example, they are only good for the person who makes it. For instance, in SWOT analysis strength can be seen as a weakness by another person. Thus, it lacks of validity and reliability. However, conducting an environmental analysis will help to formulate generic strategies for the company to have a competitive advantage. Furthermore, the industry life cycle can also be viewed as an extension of PESTLE analysis as it is a way of showing how certain PESTLE factors influence the development of an industry over time. For example, it was the changes of PESTLE factors that caused BQ to move from growth to maturity and back again. Besides, due to a dynamic environment, strategy formulation should be viewed as a route to continuous learning. The excellence of a formulated strategy and the speed of its implementation will hence depend on the quality of BQs intellectual and behavioural learning processes.

Dream Analysis Essay

Dreams are often derived from the inner thresholds of an individual’s thoughts and repressed emotions. My dreams have been significantly complex, converging into metamorphic symbols that relate to significant past and present events. After a week of dream analysis, I believe dreams have an effect on both my conscious and unconscious thoughts. Analyzing these dreams has begun to reveal the inner meanings behind my thoughts, and lead to prosperous revelations. To correlate the meaning and reasoning of the concept of dreams, I have analyzed my most significant dream from the points of view of Sigmund Freud, Carl Jung and the activation synthesis methods. Upon the conclusion of my research, the theories of both Freud and Jung contain the most valid perspective as to the true meaning of my dream. Sigmund Freud was a brilliant Psychoanalyst, who opened new doors pertaining to how mental illnesses were treated. In the novel The World of Ideas by Lee Jacobus, he explains that Freud, in the minds of many, is recognized as the founder of modern Psychiatry (Jacobus 475). Freud developed the psychoanalytic method: which is the examination of the mind using dream analysis, Lee further explains that â€Å"the analysis of the unconscious through free association, and the correlation of findings with attitudes toward sexuality and sexual development† (Jacobus 75). Meaning, dreams can reveal more than what typically meets the eye. Jacobus explains that In Freud’s â€Å"The Interpretation of Dreams† he states, â€Å"the unconscious works in complex ways to help us cope with feelings and desires that our superego deems unacceptable† (Jacobs 475). Sigmund explains his methods by comparing it to two great plays that he felt expressed individuals having repressed emotions. Freud states â€Å"one merely carries on during the night and in dreams with what one has been turning over in ones mind during the day† (Freud 483). Meaning, if one has guilt or an undeniable pleasure that one can’t express, dreams will covey the ones incapable emotions. Jacobus further explains that Freud is conveying, â€Å"that dreams are wish-fulfillments† (Jacobus 477). For example in Freud’s prospective; he suggests that if one is to worry about a parent, it might really convey the unconscious wish that the parent should die. Freud’s main method in interpreting dreams was mainly focused on repressed emotions and the undeniable feelings towards sexuality and sexual feelings. Carl Jung and Sigmund Freud are very similar to the reference of batman and robin. Freud is being the character of batman, and Robin being Jung. Carl worked along side with Freud collaborating the mind through the interpretation of dreams. Just like any duo, Jung wanted to explore beyond what his leader justified as acceptable. Jung decided the unconscious content of one’s mind is based on just a theory, insisting that images in dreams are not only related to personal experiences, but are also inherited, exploring the unconscious component of the mind. It doesn’t only persist to just the personal unconscious, but also pertaining to the collective unconscious. In Jung’s The Personal and the Collective Unconscious, Carl interprets and re examines Freud’s speculations of the unconscious and explores different theories that explain the analysis of the mind. Jung agrees with many of Freud’s theories, but he branches out from his theories creating a diverse intellectual reasoning in which he connects it to different archetypes, further explaining dreams in terms of a â€Å"collective and personal unconscious†. Jung believed that archetypes described people’s behaviors and personalities. According to the Webster Dictionary Archetypes are visual symbols that exist in our mind, â€Å"some are clearly understood but others bring subliminal messages that are there to help you trigger your memory of why you are here and the truth behind the illusions of reality†. Jacobus further elaborates that Jung connects the archetypes to the analysis that explains the dream in terms of collective unconsciousness, which is shared by groups of people rather than created by the individual alone (Jacobus pg 489). Though Jung’s theories we deemed unacceptable in Freud’s eyes, his theories investigating the inner unconscious and conscious thoughts pertaining to inherited thoughts and symbolic archetypes, which revealed new ways of unraveling the inner workings of the complexity of the mind. My hands were shaking, lips quivering and my heart exploding. Everything seemed calm but my feelings enticed that something is terribly wrong. When the panic took hold, my heart rate picked up it’s pace. I could see my heart beating out of my chest so I wanted to believe that my eyes were deceiving me. Running on instinct I had no idea where I was going. All of a sudden right before my eyes a huge swirling hole of vast darkness appears. My body feels as if it is going limp, my breath is taking right out of my lungs, then suddenly I hear a scream. It was a horrifying scream, to make matters worse I see someone in the black hole. Nothing can me made out clearly, everything is so blurry. As my emotions run wild through my body, there is a known connection. It’s as if I can feel their pain and am thriving off of their emotions. I think to myself that I must save this person. I run to the black hole, but there is an invisible force that is preventing me from reaching them. The entirety of my soul goes numb as I coldly fall to the earth. Desperately gasping for air and an answer this person begins to disappear. I can feel everything that they are feeling. The feeling of being lost, the confusion of being hopeless and the madness that comes with anger. No matter how much effort was given, no matter how much I cared. There was nothing that could have been done. As my eyes opened, it was all a dream. Freud believed according to Jacobus that â€Å" The repression of important emotions, a constant process, often results in dreams that express repressed feelings in harmless and sometimes symbolic ways† (Jacobus 477). In Freud’s opinion he would probably insist that the person falling into the hole that I was desperately trying to help, is a symbolic emotion of having repressed guilty feelings. Insisting that I have a guilty conscious about something I have done or something or someone I have lost. Freud would also suggest that I have repressed sexual feelings for someone very close to me; even interpreting that the black hole is a symbol for guilty conscious or symbolizing my feelings of hopelessness, that I will never be able to have an intimate personal relationship with that mystery person. Lastly I feel that Freud could also interpret this dream as fulfilling a wish. Freud states â€Å"This worry can only make its way into the dream by availing itself of the corresponding wish; while the wish can disguise itself behind the worry that has become active during the day† (Freud 483). Meaning, maybe I wish that I could save that invisible person, or maybe I have repressed feelings because I never got to be openly honest with how I feel or how I want to feel with this individual. This dream correlates to many aspects that both Jung and Freud express in their studies. In Jung’s analysts he considers not only personal experiences as a factor to analyzing dreams, but information that we unconsciously know. In the hand out Traditional Archetypes it states â€Å"Carl Jung introduced a theory that humans have a collective unconscious, which means that there is a store of information that we as humans somehow hold. This collection of information includes archetypes or symbolic figures†. Interpreting my dream from Jung’s point of view, he would insist that this dream is unraveling a message, a bigger broader picture then someone just falling into a black hole. I feel that Jung would speculate that the person in the black hole could relate to the archetype of â€Å"The fatal women or temptress†. Prevailing, that this person in the black hole is holding me back, that this mystery person does not want to be saved, causing me to look like the weaker individual. Intentionally causing me pain and a guilty conscious. There are many archetypes that could be identified as the main character, the dreamer if you will. Jung could also interpret that I was the archetype of â€Å"the child† or â€Å"the victim† due to the feelings of helplessness and feelings of an emotional tragedy. The activation- synthesis methods would describe in my opinion the dreams of a younger child, or a person who may not be well connected with their dreams. In these methods, neutral brain activity triggers random visual memories that may or may not have relevance to one’s current situations. We can however get information about the dreamer from these methods due to the types of memories that are recalled. The reason I do not believe these methods are relevant to my dream is because this dream was very passionate. Although other dreams that I recorded did seem relevant to this theory, I believe that I chose this dream because it actually had some correlation to what is going on in my life. If I decided to analyze a more random simple dream that I had last week it could have been defined through the activation-synthesis method. The thread of dreams can be not only unraveled, but the thoughts and repressed emotions can be in disarray and difficult to properly express. Interpreting my dreams from the points of view of Sigmund Freud, Carl Jung, and the activation- synthesis methods not only helped me reveal the inner emotions that have been hidden behind the wall of sorrow. It has given a sort of gratitude that made me look at dreams in a whole new optimistic attitude. I have concluded that Freud and Jung’s theories have given a relevant perception as to what my dream mean, and what it revealed about my inner feelings.

Essay on Italy in World War II - 1093 Words

Italy in World War II World War II, which only lasted about five years, changed the course of history forever, and affected millions of lives. Among the major nations that were involved in the war, Benito Mussolini and his Italian army sought to settle their differences with many nations. Benito’s fascist views, his idea of a nation built by one race, and his relationship with Adolf Hitler ultimately led to his involvement in the war. His responsibility, in essence, was to ally himself with the superpowers of the world, and lead his people into a war that they could not fight. Il Duce, (the leader), was the name that Benito Mussolini gave himself as his rise to power in Italy continued. He led the people of Italy with the mind†¦show more content†¦He won over the people of Italy using the same techniques and imagery that Hitler used in his homeland. The fascist ideas, and idea of an ultimate Italian empire, appealed to Mussolini, and he would stop at nothing to gain power. Along with the Fascist Party, came the idea of a perfect race of man, and persecution. Hitler’s idea of a non-Jewish race appealed to Mussolini. Before the war began, Benito Mussolini and his army started their persecution of the Jews in Italy. This did not last long, however, because Mussolini’s popularity began to fall. As his popularity among his people began to decline, so did his relations with many European nations. Much of Italy’s foreign relations depended solely on treaties and pacts. (5) As Germany and Italy moved together towards a uniform society, the strength and honor of the treaties were in jeopardy. As the war broke out in Europe in 1940, Mussolini did his best to stay away from the fighting. He preached to his people that his army was ready to fight in the war, and was prepared to defend himself, and conquer land for his country. (6) Benito Mussolini’s main objective in the war was to gain land, and claim the land for Italy. His idea was to create the ultimate empire, and rule over millions of people. As World War II approached, Mussolini announced his intention of annexing Malta, Corsica, and Tunis. (7) His intentions increased as he captured Albania in April of 1939. His rise to theShow MoreRelatedItaly During The World War II1455 Words   |  6 PagesWhile Italy was first in triple alliance 1882 made up with Austria-Hungary and Germany, Italy had signed the secret Treaty of London. In this treaty Britain had offered Italy large sections of territory in the Adriatic Sea region – Tyrol, Dalmatia and Istria. Britain and France wanted Italy to join in on their sid e so that a new front could open up the south of the Western Front. As a result, Italy switched sides and started to fight against Central Powers. As the time transferred to WWII, Italy wasRead MoreThe Crisis Of Italy During World War II2049 Words   |  9 PagesItaly over the years has established itself as one of the most developed and powerful countries in all of Europe. Although this all may be true, it has not seen a great deal of recovery after the debt crisis that affected all of Europe and is falling behind in terms of globalization. After World War II, Italy had an economic miracle fueled by the Marshall Plan that allowed its economy to flourish. This huge growth was later stagnated and then in 2008, Italy was hit with a recession that it has hadRead MoreWorld War II And Its Impact On The World1593 Words   |  7 Pagesto mind when you hear about World War II? Is it how it greatly affected different societies or how scary it is to think that a terrorist like Hitler gained so much power over so many countries? Well, the real question that we should be really thinking and learning about is what is World War II about? In general, World War II was a war that involved many countries that started after the First World War. It started in 1939 and ended during 1945. It was a very important war to all people, involving manyRead MoreWorld War Ii Research Report Essay1668 Words   |  7 PagesWorld War II Research Report Erica Slaughter â€Å"Italy† University of Phoenix Western ideals and World War II Hundreds of philosophers and historians possess the concern of how the modern world has come into being. Many issues, from The Great War to World War II have effects society today. This paper will trace the rise of totalitarianism in Italy as well as other European countries between 1918 and 1939, and the contrast to political developments in Great Britain, France, and the UnitedRead MoreThe World Of World War II1058 Words   |  5 PagesWorld War II The world has experienced many wars. However, two of them have particularly influenced the world history, World War I and World War II. 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However, the conditions in the treaty were so harsh on Germany that manyRead MoreEssay on Aftermath of Wwi Leads to Wwii1131 Words   |  5 PagesAftermath of WWI Leads to WWII Prior to the First World War, Europe was the world center of industry and capital. Massive death, destruction, and resentment after World War I left most countries unable to recover to a normal existence and damaged the world economy. The economic collapse and the political instability caused by World War I eventually led to the rise of fascism in Europe. Forceful dictators in Italy, Germany, and Japan took advantage of these problems to seize power by territorial

Machiavelli’s Political Ideas and Influence - 1477 Words

Machiavelli’s Political Ideas and Influence By: Reed Rosencrans The Renaissance took place in Italy during the fourteenth through sixteenth centuries. The Renaissance was a â€Å"rebirth† and revival of political and social ideas from the Ancient Greek and Roman eras. One social ideal of the Renaissance was Humanism. Humanism was a Renaissance idea that emphasis human potential and ability. A political idea from the Renaissance was political realism. Political realism is when a ruler accomplishes goals in the interest of state and does not mind resorting to violence if necessary. A major author and political figure from the Renaissance who embodied political realism was Niccolo Machiavelli. Machiavelli was a Florentine born in 1469 and†¦show more content†¦Also if a prince is well liked by his subjects it is much easier to accomplish tasks with the interest of the state. By ruling with interest a prince can be forced to leave power by his subjects. Machiavelli’s third topic is his biggest concern for Italy. After working as an ambassador he noticed that the â€Å"barbarians† or countries from Northern Europe had large armies with well-trained soldiers. Since Italy relied on mercenaries to do most of the fighting Italy would be taken over by these large, barbaric, armies if there was ever a war between them. So Machiavelli emphasized that a prince should have a free standing army. In The Prince he said, †Mercenaries are useless and dangerous; and if one holds his state based on these arms, he will stand neither firm nor safe; for they are disunited, ambitious, and without discipline, unfaithful, valiant before friends, cowardly before enemies†. . If a prince were to have mercenaries do all the fighting his enemies can overtake him. But if a prince has a large and powerful army he can intimidate his opponents. Other than being the author of The PrinceShow MoreRelatedThe Purpose Of This Work Is To Explor e Machiavelli’S Political1623 Words   |  7 Pagesof this work is to explore Machiavelli’s political philosophy through the lens of discord. In terms of discord, Machiavelli presents the two main rivals, who are the nobles and the people. He sees the two different humors of the nobles and the people as the cause of discord. He observes that conflicts caused by the two diverse humors create salutary effects. His praise of tumults has inspired scholars not only to relate the notion of humors to the discussion of political freedom, but also to findRead MoreThe Prince By Niccolo Machiavelli Analysis948 Words   |  4 PagesComposed nearly 500 years ago, Niccolo Machiavellis The Prince presents another perspective on the meaning of virtue. Machiavellis definition contended against the idea presented by the Catholic Church. Machiavelli did not force any opinions of his own, somewhat he composed from his experience and whatever theory that prompts activities which created successful results in the political scene of Italy and different nations. While Machiavelli continues to be scrutinized for his thoughts, in allRead MoreEssay about Niccolo Machiavelli1653 Words   |  7 Pagessolemnly of important political matters. Again, he asked them who they were and where they were going. ‘We are the damned of Hell’ was their answer. Machiavelli later remarked that he would be far happier in Hell. This story was from Viroli’s Niccolo’s Smile (â€Å"The Mask and The Face†). The crowd of noble people from his dream included philosophers like Plato, Plutarch, and Tacitus. His conclusion was that he would rather be in Hell, an unpleasant place, and be with other political theorists like himRead MoreMachiavelli And Socrates1713 Words   |  7 PagesSocrates and Niccolà ² Machiavelli were both political philosophers who lived through corruption, violence, and political restlessness. These circumstances prompted them to develop th eir own solutions for their respective societies. This included the creation of a stable political system with a strong and effective leader through the examination of the faults of said societies. To Machiavelli, this leader is known as the â€Å"Prince.† He believes that the Prince should be pragmatic in his actions, andRead MoreCompare And Contrast Socrates And Machiavelli1419 Words   |  6 PagesMachiavelli: The meaning of truth As philosophers, both Socrates and Niccolo Machiavelli developed theories in response to the warring political environment around them. However, the theories and principles developed by the two philosophers are vastly different in regard to the concept of truth, Socrates would hate Machiavelli’s model prince due to Machiavelli’s manipulative view of truth. While Socrates desired a state that focuses on fundamental truth and ethical decisions, Machiavelli advocatedRead MoreAnalysis Of Niccolo Machiavelli s The Prince 1625 Words   |  7 PagesThe fifteenth century was a period known as the Renaissance, or the new birth, of many philosophers. One well-known Renaissance thinker, Niccolo Machiavelli, was one of those philosophers whose political views caused an uproar during earlier centuries. His view on effective leadership was rather harsh and not exactly adopted in the Italian society. As a Renaissance citizen, Machiavelli proved his writing skills through a number o f works such as short stories, plays, and histories. His more popularRead MoreSimilarities Between Socrates And Machiavelli1649 Words   |  7 PagesMachiavelli both existed during times of political unrest. Both men sought different means of political leadership, and could be seen as activists of their times. During times of war and unrest, it was a bold choice that both men made to stand up for their beliefs and speak out against the system. However, Socrates wouldn’t have agreed with Machiavelli’s means and concepts of the Prince and his ideas for how a political establishment should function. Machiavelli’s means may have been justified by hisRead MoreThe Machiavelli s Political Philosophy1575 Words   |  7 PagesRevisiting Machiavelli’s Political Philosophy Precede It is fundamentally important to preface the discussion hosted in this essay by addressing ourselves to the most mundane question-why consider Machiavelli in the context of philosophy, least of all, political philosophy? This question dominates any philosophical inquiries of the Machiavelli’s political ideologies. Put differently, do the contributions by Niccolà ² Machiavelli to the various salient discourses in the Western thought, most notablyRead MoreAnalysis Of The Prince By Niccolo Machiavelli1314 Words   |  6 PagesMACHIAVELLI’S LIVED WORLD: SETTING CONTEXT Niccolà ² Machiavelli’s The Prince was written in a time of political and civil unrest in Italy. For decades the city-state of Florence suffered several political uprisings and the establishment of new governments. From tyrannical rule to the creation of a democratic republic, and finally the re-establishment of the Medici family, The Prince comes from Machiavelli’s lived experiences in these political regimes. Machiavelli blames the division of Italy intoRead MoreThe Political Philosophy Of Niccolo Machiavelli And Socrates1444 Words   |  6 Pagesand notorious philosophers, Niccolo Machiavelli and Socrates laid the groundwork for western political philosophy and modern day politics. Though both lived through times of political transition and war, the fragility of their politics, violence of their wars, and the leaders they lived under influenced the development of their differing ideologies about the governing of principalities. From Machiavelli’s experience, came, â€Å"The Prince,† a guidebook about the importance of self-preservation when leading