Essay on Beloved Motherhood - 794 Words

Maternal figues in beloved Baby suggs and Sethe are both the Mother figues in beloved and despite their suffering from slavery they both cared for their children greatly. Baby Suggs and Sethe connected through Motherhood to develop a close bond. They shared the love for their children a bond that all mothers can relate with. Sethe has four children that she loves very much but she could not deal with her past of sweet home. Sethe could not bare for that to happen to her children so she had to save them from the schoolteacher and slavery by trying to kill them. She kills one child whom is referred to as beloved for what is written on her tomb stone, but fails to kill howard buglar, and Denver. Sethe motherly natural instincts caused her†¦show more content†¦Baby suggs made 124 had been a cheerful, buzzing house where Baby Suggs the house , holy, loved cautioned, fed, chastised and soothed (Morrison 102). Baby suggs role of motherhood made the house wha is it was because of her. The role of the Mother can only be given to a single person. Baby Suggs for the original mother because of how much older she is than Sethe however as Sethe is living and caring for her children at 124 she becomes the main focus of motherhood in the novel. Both mothers were able to communicate their feelings to the other moth and then could then find a compromise, how much they cared and loved for the children, which aided to give them a close emotional relationship. Baby suggs and sethe both experience loss making their bond stronger. Baby suggs had already lost her children to slavery except for halle. Sethe did not want this for her children especially with all the rape, torture, and dehumanization that comes with slavey. Both Sethe and Baby suggs had to deal with society rejection in their town, and are ostracized and made outcasts. Baby suggs throws a huge feast because eshe is so happy that Denver came that she doesnt even notice how extravagant the feast is. Sethe is ridiculed by the community for her act of murdering Beloved. These two acts only strengthened the bond between Sethe and Baby suggs. and both could support themselves. Both had to makeShow MoreRelatedBeloved : Slavery And Motherhood2571 Words   |  11 PagesBel oved: Slavery and Motherhood The novel Beloved by Toni Morrison captures punishing hardships that were endured through slavery in the 1800’s, as well as life at home. Sethe is not only a recently freed slave, but a mother struggling to guard and maintain normality for her children. In this story of manipulation and negligence, there is a war between memories of slavery, motherhood, and searching for what she hopes to be an ideal life for herself. Slavery and racism in America beganRead More Maternal Bond in Toni Morrisons Beloved Essay1595 Words   |  7 PagesMaternal Bond in Toni Morrisons Beloved  Ã‚     Ã‚     The maternal bond between mother and kin is valued and important in all cultures.   Mothers and children are linked together and joined: physically, by womb and breast; and emotionally, by a sense of self and possession.   Once that bond is established, a mother will do anything for her child.   In the novel Beloved, the author, Toni Morrison, describes a woman, Sethe, whos bond is so strong she goes to great lengths to keep her children safe andRead MoreThe Soul Of A Deceased Child By Toni Morrison1340 Words   |  6 Pagesex-slave, and her two daughters, Denver and Beloved, occupy the home. The oldest daughter Beloved, however, happens to be the ghost haunting her mother and sister. The bond between a mother and her children is evident throughout Toni Morrison’s 1987 novel, Beloved; seen in Sethe’s lack of a relationship with her mother, and therefore, her desire to properly nurture her own children. Unfortunately, slavery does not allow for the ex istence of motherhood. The motherly impulse to protect one’s childrenRead MoreToni Morrison s Beloved, The Bond Between A Mother And Daughter1540 Words   |  7 PagesLove transcends to a spiritual level, allowing for a more intimate connection with the family. Nevertheless, terrible events can blur this concept between being healthy or dangerous. In Beloved, by Toni Morrison, the bond between a mother and daughter is a strong, unbreakable force, like in any family. However, that doesn’t guarantee that it will always be good; it can also be a toxic relationship that slowly kills one or both partners of the bond mentally and physically. Everyone wishes to be lovedRead MoreA Mother’s Timeless Dilemma in Beloved by Toni Morrison Essay examples1666 Words   |  7 PagesWomen throughout time have been forced to cope with the challenges of motherhood along with society’s expectations as to what a mother’s relationship should be with her child. Novelist, Agatha Christie said of the relationship between mother and child, â€Å"A mother’s love for her child is like nothing else in the world. It knows no law, no pity, it dares all things and crushes down remorselessly all that stands in its path.† In Beloved, Toni Morrison examines the same idea; ultimately showing that theRead MoreAnalysis Of Toni Morrison s Beloved871 Words   |  4 Pagesfacet of motherhood is a very important motif in both Morrison and Faulkner’s stories. In Beloved, the reader is presented with a sad and depressed portrait of Sethe. Her life seems dark and bleak. However, once Beloved enters into her life, the reader sees an apparent shift in Sethe as a character. She begins to see color again, and it is Beloved who brings about this sudden transformation (Beloved, 65). And in the end, after Beloved has left, Sethe states, â€Å"She was my best thing† (321). Beloved wasRead MoreSummary Of Slavery In Toni Morrisons Beloved996 Words   |  4 PagesBeloved is a book not written to teach, explain, or tell you about slavery. Beloved was written to show slavery, show the punishment, the suffering, and the agony. Morrison blends many aspects of the pain endured by her characters throughout Beloved into a tale that illustrates the true extent of the damage slavery causes. One of the main themes, and a focus of this suffering, is Motherhood. Morrison creates Sethe’s motherhood to be a critical aspect of her character, then targets this trait withRead MoreToni Morrison s Beloved : Dehumanization Of Slavery And Its Effects On African Americans And Their Basic Forms Of1268 Words   |   6 PagesToni Morrison’s Beloved shows the dehumanization of slavery and its effects on African-Americans and their basic forms of existence—specifically motherhood. Morrison depicts the strong maternal bond between Sethe and her children. Most importantly, her use of Sethe’s controversial act of infanticide shows the lengths that Sethe will take to protect her children from slavery. Morrison’s depiction of Sethe’s motherhood shows how slavery has deconstructed the Eurocentric expectations and traditionsRead MoreSethes Children Essay673 Words   |  3 Pages Motherhood is an integral theme in the work of Toni Morrison. She uses the experiences and perspectives of black women to develop a view of black motherhood, that is, in terms of both maternal identity and role, very different from how motherhood is practised in the dominant culture. Whilst the African view of motherhood claims that all mothers are a symbol of creativity on Earth, American slavery forced manyRead More Slave Women in Harriet Jacobs Incidents in the Life of a Slave Girl and Toni Morrisons Beloved1596 Words   |  7 PagesSlave Women in Harriet Jacobs Incidents in the Life of a Slave Girl and Toni Morrisons Beloved Slavery was a horrible institution that dehumanized a race of people. Female slave bondage was different from that of men. It wasnt less severe, but it was different. The sexual abuse, child bearing, and child care responsibilities affected the femaless pattern of resistance and how they conducted their lives. Harriet Jacobs Incidents in the Life of a Slave Girl, demonstrates the different role

Jealousy and Self-Love in My Last Duchess by Robert Browning

Robert Brownings dramatic poem My Last Duchess defines how extremely a person may lose touch with reality, as a result of jealousy and self-love. This central thought is achieved through an aristocrats conversation with a visitor concerning a painting of his ex-wife; within the conversation, the aristocrat--Alfonso II, Duke of Ferrara--reveals that he has been a key figure in the murder of his late wife. The Dukes sense of reality and his misuse of power stand as important facets within the fabrication of the central idea. The Duke almost seems to be encouraging the reader to focus on the fact that his sense of reality is defective. He begins pressing this notion to the reader within the early stages of the poem, while†¦show more content†¦By regarding art in this manner, the fact is demonstrated that he is not able to find a grasp on even the most rudimentary sense of compassion and loyalty. As a result of this, the reader finds it to be no wonder that a person such as the Duke could be part of the murder of his spouse. The Dukes conversation illustrates his arrogance and misuse of power. While it seems he is actively admitting to some sort of action that ultimately has lead to the death of his wife, the Duke demonstrates how his arrogance and suspicion have motivated him to dastardly make use of his power. He says, I choose never to stoop. O sir, she smiled, no doubt, [whenever] I passed her, but who passed without much that same smile? This grew; I gave commands; then all smiles stopped together(Browning 696). By giving these commands, the Duke kills his wife, and at the same time, he solidifies his jealousy and the readers disgust. As though murder was not sufficient, the Duke bombards the reader with his self-love and suspicion, when recalling, She thanked men--good! But thanked somehow--I know not how--as if she ranked my gift of a nine-hundred-years-old name with anybodys gift(Browning 696). With these words, the reader finds the Dukes strongest emotion: jealousy. With this jealousy i n hand, he achieves the murder of his wife. The poem is deep with connotative language, enriching the readers sense of the Dukes personality and the jealously inherent to it. With furtherShow MoreRelatedThe Attitude Of The Poem My Last Duchess By Robert Browning1641 Words   |  7 Pagesthe duchess in My Last Duchess by Robert Browning In the middle ages , the main topic used in poems was a nobleman, usually a knight in love with a married woman and had to prove his devotion by heroic deeds and amorous writings . They used blazon to emphasis the beautiful bodies of the women in those days. However, there was a radical change in the Victorian times where prostitution became such a big issue. The poems became darker and less courtly. In the poem, My last duchess by Robert BrowningRead More Comparing the Male Characters of Porphyria’s Lover and My Last Duchess1720 Words   |  7 PagesComparing the Male Characters of Porphyria’s Lover and My Last Duchess The creation of a plausible character within literature is one of the most difficult challenges to a writer, and development to a level at which the reader identifies with them can take a long time. However, through the masterful use of poetic devices and language Browning is able to create two living and breathing characters in sixty or less lines. When one examines these works one has to that they are quite the achievementsRead More Analysis of My Last Duchess by Robert Browning Essay examples1222 Words   |  5 Pages Analysis of My Last Duchess by Robert Browning Murder mystery intrigue. All describe Robert Brownings poem, My Last Duchess. From the speakers indirect allusions to the death of his wife the reader might easily think that the speaker committed a vengeful crime out of jealousy. His flowery speech confuses and disguises any possible motives, however, and the mystery is left unsolved. The poem is a great example of dramatic dialogue, a poetic form used to narrate and dramatize. It consistsRead MoreRobert Browning and the Dramatic Monologue1390 Words   |  6 Pages2004 Robert Browning and the Dramatic Monologue Controlling Purpose: to analyze selected works of Robert Browning. I. Brief overview of Browning A. Greatest Poet B. Family Life II. Brief overview of My Last Duchess A. Descriptive adjectives B. Cause for death C. Description of his wife III. Definition of Dramatic Monologue IV. Comments by Glenn Everett A. Point of View B. Tone C. Audience Imagination V. Comments by Terry Bohannon A. No Christianity B. Evil Characters Robert Browning andRead MoreLove, Murder, and Jealousy in Shakespeares Macbeth and Brownings My Last Duchess and The Laboratory2051 Words   |  8 PagesHow do Shakespeare and Browning present ideas about love, murder and jealousy in Macbeth, My Last Duchess and The Laboratory? This essay will look at ways William Shakespeare (1564-1616, English actor and playwright) and Robert Browning (1812-1889, English poet and playwright) consider love, murder and jealousy in the play Macbeth and the poems, My Last Duchess and The Laboratory. When comparing these themes it is of interest to consider their historical context and setting. Macbeth was firstRead More The Sinister Duke in Robert Brownings My Last Duchess Essay1418 Words   |  6 PagesThe Sinister Duke in Robert Brownings My Last Duchess In Robert Brownings My Last Duchess, a portrait of the egocentric and power loving Duke of Ferrara is painted for us. Although the dukes monologue appears on the surface to be about his late wife, a close reading will show that the mention of his last duchess is merely a side note in his self-important speech. Browning uses the dramatic monologue form very skillfully to show us the controlling, jealous, and arrogant traits the duke possessedRead MoreThe Last Duchess By Robert Browning940 Words   |  4 Pagesâ€Å"Art is an expression of human creative skill and imagination† (google) Paintings are works of art created to express or let out a person’s creativity or feelings towards a certain subject. In Robert Browning’s dramatic monologue, â€Å"The Last Duchess†, he uses the painting as a symbolism of the Duke’s relationship with his former wife. Therefore, as the Duke tries to impress people with his wealth through the painting of Fra Pandolf, he instead unintentionally displays his true personality to othersRead MoreMy Last Duchess By Robert Browning1492 Words   |  6 Pagesâ€Å"My Last Duchess† The poem â€Å"My Last Duchess† is a masterful example of a dramatic monologue written by Robert Browning. In this poem the narrator is a duke who is discussing his murder of his last duchess with a man with whom he is arranging his marriage to a count’s daughter. As it is a monologue, the man being spoken to does not say a word. It is believed by many that this character is based on the Italian Duke of Ferrara, Alfonso II, who sought out the marriage of a count’s daughter followingRead MoreEssay about Porphyrias Lover and My Last Duchess by Robert Browning2235 Words   |  9 PagesLover’ and ‘My Last Duchess’ by Robert Browning. What do they reveal about attitudes to women and relationships in the nineteenth century? Robert Browning was one of the greatest poets of the nineteenth century. In 1842, he published ‘Dramatic Lyrics’ which included the two poems ‘Porphyria’s Lover’ and ‘My Last Duchess’. In ‘Porphyria’s Lover’ Browning gives the reader a dramatic insight into the twisted mind of an abnormally possessive lover, who wishes the moment of love to last forever. InRead More Relationships Between Women and Men in Brownings Poems Essay2589 Words   |  11 PagesRelationships Between Women and Men in Brownings Poems Robert Browning is described as ‘a love poet who was acutely aware of how women and men can be separated by jealousy or the passing of time’. In studying his poetry, what did you notice about the relationships he explores? What is revealed about the time in which Browning was writing? The ‘Love Poet’ Robert Browning was born in London in 1812. In 1846 Browning married the poet Elizabeth Barrett and eloped with her to Italy. After

Annotated Bibliography On Polycystic Kidney Disease

Assessment details: An Inherited Genetic Disease Title: Polycystic Kidney Disease Introduction Polycystic Kidney Disease (PKD) is a fairly common genetic disorder of the kidneys. It affects approximately 1in 750 people. There are 2 types, the autosomal dominant (ADPKD) and the autosomal recessive (ARPKD). Autosomal dominant (ADPKD) is far more common of the two. The disease presents with lots of cysts on the kidneys and can not be cured. Medication can manage the symptoms. The symptoms include urinary tract infections, high blood pressure and even renal failure as it progresses. Serial ultrasound scans are usually performed to monitor the cysts and to screen family members. How is the disease inherited? Most cases of this disease have an autosomal dominant pattern (ADPKD). These people with are born with a mutated copy of the PKD1 (85% of cases) or PKD2 (15% of cases) gene in each cell and this mutated gene is inherited from one of their affected parents in about 90% of the time. The other 10 percent of cases result from new mutations in people with no history of the disorder in their family. This is known as acquired polycystic kidney disease. The PKD1 gene is located on chromosome 16 and PKD2 gene is located on chromosome 4. Not only are there mutations in the DNA of these genes but there may also be large deletions that remove sometimes up to 10 genes. These mutations are also called germline mutations because they are present in the parent’s egg or spermShow MoreRelatedPCOS Essay4926 Words   |  20 PagesRESTORING OVULATION IN PCOS 2 RESTORING OVULATION IN PCOS Clomiphene Versus Metformin for Restoring Ovulation in Women with Polycystic Ovarian Syndrome Daniel Kendall DNP-S, Brandi Knierim DNP-S, Molly Hilzendeger DNP-S University of Mary NUR 720 Clomiphene Versus Metformin for Restoring Ovulation in Women with Polycystic Ovarian Syndrome Polycystic ovarian syndrome (PCOS) is a leading cause of infertility that is caused by anovulation (Baran, Api, Goksedef, Cetin, 2010). Anovulatory

Strategic Marketing Plan Background and History

Question: Dicuss about the Strategic Marketing Plan for Background and History. Answer: Introduction Situational analysis is referred to as the collection of methods for analysis of internal as well as external market of business environment of an organization (Drori Honig, 2013). The organization that is chosen for the study is Vendlink Company. It is a fully serviced vending solution to the customers of Melbourne, Australia. It provides high quality snacks, meals and drinks through vending machines (Vendlink.com.au, 2016). The study will conduct a situation analysis for final marketing plan of the organization. The study will provide the internal as well as external marketing analysis of the organization. Apart from that, a brief customer analysis of the organization will also be provided in this study. Lastly, the study will describe the SWOT analysis of the organization. Internal Environment Analysis Company Background and History Vendlink is fully serviced vending solution organization in Australia, Melbourne, which provides best quality cold drinks and snacks. The organization was established in 2008 and it is a 100% Australian owned company (Grech Allmanà ¢Ã¢â€š ¬Ã‚ Farinelli, 2015). Starting with providing unique quality snacks food and coffees, the organization has gradually shifted to provide reliable vending Machine to the customers. As per the annual organizational report of 2014, the market share of the company was 35% (Vendlink.com.au, 2016). Moreover, it is observed that the organization provides service all over Melbourne. Description of Vendlink Company Vendlink is the best snacks and cold drinks provider in Australia, when customers need it (Vendlink.com.au, 2016). All the beverage products served through their vending machines provided by the organization are healthy and nutritious (Winston et al., 2013). According to Kocken et al., (2012), the organization provides technologically advanced vending machines to its customers and employees. The vending machine is incorporated with Vend AssureTMTechnology, which eliminates issues through money refund from it in case of fail in providing products. On the other hand, Grech Allmanà ¢Ã¢â€š ¬Ã‚ Farinelli, (2015) opined that the organization also provides free installation of this machine across all locations in Melbourne. The organization has a large product range, which makes the taste buds of the customers happy. All the local snack and cold drinks brands give the customers a traditional taste. Mission Statement Corporate Objectives Mission Statement Providing healthy product vending machines to health conscious people Provide a wide product range including both local and popular snacks, drinks and meals Regular and free installation service of the vending machines Corporate Objectives Proper maintenance of positive organizational growth Increasing the sales volume of vending machine for attaining 40% distributing market share in Melbourne 15% increase in sales volume of overall products Table 1: Mission Statement Corporate Objectives (Source: Taiwo et al., 2016) Brand Identity Healthy and nutritious beverage foods attract all the health conscious people towards this organization through their vending solution. The 100% Australian products easily gain the trust of the customers (Urde et al., 2013). Young and active customers easily rely on the products of this organization due to its hygienic quality. Apart from that, the free installation and regular service of vending machine has helped the organization achieve a strong brand identity. This brand identity will surely help in final marketing plan of the organization. Product and Service Portfolio Product Portfolio Service Portfolio High Quality Snacks foods, meals and drinks Wide range of beverage and foods. Nutritious foods Technologically advanced vending machine Vending machine provides snacks and drinks to customers and employees in no time Free installation of vending machine Regular service of vending machine Table 2: Product and Service Portfolio (Source: Parida et al., 2014) From the above table, it can be identified that the organization has incorporated top branded snacks, beverages and meals. There is no extraordinary feature but still it has able to maintain flawless service. On the other hand, Winston et al., (2013) indicates that wide varieties of vending machines are present for various sectors. Free service installation, free insurance and free checkups are the elements that enhance the brand image of Vendlink. Scope of the Marketing Plan The organization is planning to sell healthy coffee and snacks to the customers in college, hospitals and offices in Melbourne. The organization will restructure the price of the snacks food machine for the market of Melbourne. The brand identity of the organization will assist the organization to sell their technologically advanced vending machine. Apart from that, the strong customer volume of the organization will also increase scope of marketing plan for the organization. Internal Resource Assessment with strength and weakness Human Resources All the employees of Vendlink Organization are highly dedicative towards their respective job role. According to Buller McEvoy, (2012), the organization employs specialized employees in specific areas for increasing the quality of the products and services. Apart from that, Jackson et al., (2014) opined that the employees are extremely enthusiastic regarding the corporate success of the organization. They have linked their personal growth with the growth of the organization. Apart from that, the employees get regular training from the human resource department. They provide personal touch in preparing customized vending machines for the customers. Therefore, these human resources will be extremely beneficial for the new marketing activities. Financial Management For Vendlink, the maximum amount of revenue comes from food suppliers. The machine acts as the one stop unit for delivering readymade food, hence consumers do not compromise while buying (Kramer, 2012). Moreover, it gets its monthly rentals from these service areas. On the other hand, free installation and free customer service are the areas where fund is consumed. This can understood as the weakness of Vendlink. Financial weakness may hinder the feasibility of final marketing plan of the organization. Operational Capabilities At present, the organization has the capability to focus more on machine customization. It has already grasped the market but it lacks in technology incorporation. Sensor based payment and USI technology has to be installed. Moreover, more number of suppliers and investors are required. The organization is financially stable and therefore it needs to stabilize its human resource, which will redesign and update the systems on a continuous basis. Increase in operational capabilities will be beneficial towards the marketing activities of the organization. Figure 1: Internal resource strengths and weakness (Source: Tatikonda et al., 2013) Overview of Marketing Mix Strategy Product Classified and advanced vending machines Branded food items Card acceptance and instant refund system Free installation and free service Service Refill each day Price Price penetration strategy Use of corporate logo impacts on pricing Average pricing Brand identity and logo impacts on pricing Considerable low price in snacks as bulk supplies is taken Place Office, malls and private sectors Marketing through internet Official Distribution channel (no third party) Promotion Brand identity and logo impacts promotional activities Online means of promotion through social media Awareness though TV and radio Communication of offers while marketing through newspaper Table 3: Marketing Mix of Vendline (Source: Stoyanov, 2015) From the above table, it can be identified that the organization has marginally followed marketing mix strategy. Moreover, the promotional activities of the organization are still not much effective, despite the presence of different types of vending machines. Apart from this, use of only traditional means of promotion becomes another weakness for the organization. Vendlink has the opportunity to expand its customer base by penetrating into the target market through innovative promotional means. Marketing campaign and trade fair activities are to be incorporated in future (Bublitz Peracchio, 2015). On the other hand, while considering the product, it can be said that the organization has followed enhancing the service rather than product customization. Therefore, it needs to make the vending machines more advanced using sensors. Merchandising has to be made more effective through penetrative distribution strategy. External Environment Analysis PESTLE Factors Explanation Political Underdeveloped economy limit organizational growth Vendlink maintains all health and safety acts of Australia Corruption in Government and frequent policy change effects organization Economical High inflation rate impacts the product price and seems to be a threat Increasing economic condition seems to be an opportunity Social Concern of customers towards nutritious food Health concern of customers Lack of time in preparing food lead to purchase of vending machine Increasing importance of time management leads the office employees to use vending machine Technological Technological advancement of Australia assists the organization in embracing developed technical aspect Involvement of high technical features increases the attractiveness of vending machine Modern technology in vending machine ensures speedy delivery of snacks, drinks and meals Legal Increasing tax rate and environmental law increase cost of capital Product safety regulation Consumer protection act Environmental Use of environment friendly products Conduct environmental campaign Possible long term effect of environment Table 4: PESTLE Analysis of Vendlink Company (Source: Raposo et al., 2015) Customer Analysis (STP) Customer Analysis (STP) Factors Explanation Segmentation Demographic Age: 18 years-60 years Gender: Includes both genders with wide variety of product Income: A$ 360- A$ 370 (Per Month) Psychographic Customer are brand conscious Want to live life with ease Trend towards healthy food Behavioral segmentation Customers conscious about product prize People seeking extra benefit from products Targeting Business employees, college students and hospital employees Customers having medium income group Primary target is youth generation People having busy work schedule Positioning Customized option to get products Taste change Healthier option Quick service in getting food Free installation of vending machine Option to save money Table 5: Customer Analysis (STP) of Vendlink (Source: Fernandes et al., 2016) From the above customer analysis table, it can be identified that Vendlink has segmented people ranging between 18 to 60 years. The organization has targeted medium income groups, who like to pay for healthy food. Psychographic segmentation of the organization suggests that people who are brand conscious form the customer base of this organization. People working in organizations, students studying in college and employees in hospitals need quick service in getting foods (Harnanan Zaremba, 2015). Therefore, the vending machine of this organization would be highly beneficial for them. Apart from that, the vending machine also gives the option of saving money. Customer can buy any products depending on their affordability. Therefore, purchase is related to discretionary spending for the customers. They have flexibility with respect to spending on the products. They have the option to choose their preferred products. Speedy service of vending machine and high quality food seem to be co mpetitive advantage of the organization. Competitor Analysis Local, Direct and Indirect Competition While focusing on vending machine companies in Australia, it can be said that there are three companies, Vending Direct, Ventrader and Smiths Snackvend which are the direct competitors of Vendlink (Vendlink.com.au, 2016). Vendlink however is found to be lagging behind in terms of technology, even though there is not much indirect competition. Remote service and satellite merchandising is not present in Vendlink. Figure 2: Competitive Market Share (Source: Kramer, 2012) From the above diagram, it can be seen that market share of Vendlink is just 16% at present and its greatest competitor is Ventrader. Company Current Sales (%) Brand Awareness (%) Rate of Installation order (%) Vending Direct 13 16 14 Ventrader 23 37 33 Smiths Snackvend 16 15 14 Vendlink 21 31 28 Others 27 10 11 Table 6: Competitive Scenario of Vending Company (Source: Grech Allmanà ¢Ã¢â€š ¬Ã‚ Farinelli, 2015) Figure 3: Competitive Percentage Scenario of Vending Companies in Australia (Source: Vendlink.com.au, 2016) From the above figure, it can be identified that Vendlink is in the suitable position for expanding its market. The organization needs to occupy the others market share and rout Ventrader in future. Competitor Matrix Competitor Analysis of Vendlink Factor Vendlink Vending Direct (Competitor) Ventrader (Competitor) Smiths Snackvend (Competitor) Products and Services Vending Machine Supply Vending Machine installation Service and Maintenance Provision of branded snacks, drinks and chocolates Free insurance Periodic refill and guaranteed service Best customer service satisfaction Customized products Accessories Cold Drink Vendors Combination Machines Fresh Food Machines Hot Beverage Machines Second Hand Vendors Snack Machines Cash Handling Systems Satellite controlled combo machines Drink machines with sensor Refurbished vending equipment 3rd generation technology (USI, AMS and GPE) Member of Australian Vending Association Credit card reading sensor Frozen combo machine Remote Telemetry Pre-pick inventory per machine Provision of branded snacks, confectionary and beverages Free installation 24 hours service Guaranteed refill Annual Sales percentage 21% in local market 13% in local market 23% in local market 16% in local market Market Share Level 16% Market Share (FY 2015) 11% Market Share (FY 2015) 25% Market Share (FY 2015) 18% Market Share (FY 2015) Opportunities Increasing market demand 30% scope of grasping market Best distributor channel Financial stability will help in incorporating new technology Understanding market demand Cutting edge technology incorporation Segregating resources in remaining 30% of the market Financial stability will help in incorporating new technology Understanding market demand Threats Threat from substitutes Absolution of the current technology by new invention or innovations Lack of suppliers availability Lack in quality of food items Due to high price consumers can shift to other service providers Technological failure will lead to complete stop in service Service is poor and therefore human resource may get reduced Table 7: Competitor Analysis of Vendlink (Source: Siebenhandl et al., 2013) SWOT Analysis Strength Vendlink is reputed for its high quality and healthy food service. All the food, drinks and meals, it provides through vending machines are of hygienic quality. It provides a wide range of products and meets the demands of the customers as and when required. Vendlink also has strong impact on the market though its strong brand image. Customers do not necessarily have to go any specific outlet (Caruso et al., 2014). They can install the vending machines at their convenient place and get their necessary food. Latest technology adopted by the organization provides high-speed vending machine. It will assist in final marketing plan of the organization. Weakness The organization is to depend on the suppliers for the quality of food provide on vending machine, as the foods are not actually manufactured by the organization. High cost of installation and maintenance of vending machine increases the cost of organization. The organization has quite limited customer groups. Opportunity Unexploited market opportunities of hospitals, universities and offices have positive impact on business. Increasing rate of income ultimately increases the purchasing power of customers, which enhances the sales volume of Vendlink products (Harnanan Zaremba, 2015). Increasing number of health conscious people is also like opportunity to the organization. Threats Tough competition from new local competitors seems to be threats to the organization. The organization mainly faces competition from organizations like Ventrader and Smiths Snackvend (Chiu Hofer, 2015). New companies distributing drinks and snacks also are competitors of this organization. Absolution of current technology by innovative technology is also tough threat to Vendlink Company. It may hinder the feasibility of new marketing plan. Figure 4: SWOT Analysis of Vendlink Company (Source: Chiu Hofer, 2015) Conclusion While concluding study, it can be said that Vendlink is one of the popular organization is Australia, which provided fully serviced vending solution to the customers. The organization provides free installation of vending machine and provides high quality snacks, drinks and meals. The organization has huge number of dedicated employees who makes customized vending machine. The organization uses price penetration strategy for quickly grabbing the market. Growing economic condition and health consciousness of people seems to the opportunity to the organization. On the other hand, corruption in politics and increasing tax rate act as threats for the organization. The organization has targeted medium income group as their customers. Moreover, the strong brand image of the organization would have positive impact on new marketing plan. References Bublitz, M. G., Peracchio, L. A. (2015). 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