Teacher Certification Admission Essay :: College Admissions Essays

Throughout high school and during my undergraduate studies, education was never a top priority for me. Only during the past two years, in the "real world", have I realized the importance of education. I look back at those years and wish I had done more and realized all the potential I had in my hands and not wasted so much time. During my undergraduate career my social activities consumed my life. My friends were not motivated to do well in school so I followed their lead. My grades were low, and I did not even care. After I graduated in 1997 with a Psychology B.A. and lost touch with my old friends and old ways, I have realized that I should have spent more time doing some soul searching and thinking what it was that I wanted to do with my life. I liked Psychology but what I really wanted to do was work with children more closely. I had spent my junior and senior years involved in internships at Head Start and at a High School in a Program for teenaged mothers. I loved my work ther e. At Head Start I was a Teacher Aid for the pre-school, teaching the children to read, numbers etc. And at the High School I counseled the teenaged mothers, took care of their kids while they went to school and after the school day I tutored them with their homework. After being out of school for a while, I started to miss that. The feeling that I was teaching something those kids, the feeling that I was making a difference. I was determined to find a job in education, with my background in Psychology, how hard could it be? I found work at a residential school for runaways and abused teenaged females. It was great! I was ready to go, I was going to change the world and change those girls lives. What I didn't realize is that will alone does not make me a teacher and that I needed training, a lot of training. I made a lot of mistakes in that job. I got discouraged and decided to forget about working with children, forget teaching and do something else that paid more. So, I got a job as a Secretary, I did that for about two years. Teaching, working with children was always on my mind.

IMC Plan Essay

Executive summary The strategy of this IMC plan is to extend Abercrombie & Fitch target audience, young generation, to the senior segment; the reason by doing this strategy is because there are more potential customer that haven’t been discover yet, so if we can reach to those people, the brand can expand its market and gain more profit. Furthermore, the current image that A&F holds in people mind might be a brand that provides casual luxury products or a brand that is only for young people, but if the brand can have the opportunity to upgrade its image to compare with those high-end brands, the brand value will increase dramatically. And so by, we must add the element of maturity into our brand image and appeal senior customer to purchase our product. In order to carry out this strategy, this IMC plan will use different marketing communication tools such as product placement, event marketing, advertising and public relationship to accomplish this goal. Eventually, after execute this new strategy for A&F, more and more senior will consider A&F is a brand not just for teens but also for them. Business situation review * Brand introduction: Abercrombie & Fitch, also known as A&F, is a renowned worldwide fashion brand that provides people the sense of causal luxury; it has a variety of product from the shoes that you wear on foot to the hat wear on the top, even fragrance and those exquisite accessories you can buy one at the store as well. Nowadays, A&F has more than 300 branches within the U.S, and several stores around the world. The reason why A&F is so popular recently is because the style of the product is unique and modern; furthermore, the products also possess high quality as well. Additionally, another reason that A&F has such high popularity is because the affordable price, take the T-shit for instance, the average price is 25 to 30 dollars, if we compare A&F to those famous brand such as Armani, Ralph Lauren, Calvin Klein, we can find out the price that A&F stands is much friendly than the others. * Target market: The main market of A&F is target at those young adults, from the age 18 to 25, different nationalities, color and characteristic, and those people who love fancy stuff but can’t afford extremely expensive brand. One of the things that A&F attract people is the image that displays the personality of vivid, young but a great sense of mature. Many people might consider a brand that is for young population as premature, the massage that, however, convey from A&F is the sense of fashion and the high-class feeling. Furthermore, due to the affordable price, young adult Can have the ability to buy such a brand that provides the sense of fashion and distinguish themselves among others. * Competitive Among the retail-clothing industry, there are various of brand that possess almost the same brand image as A&F, but the reason why A&F still can distinguish from those brand is because the unique brand equity that it stands. Therefore, although there are some attributes that similar with A&F, we still can scrutinize into those nuance and seek out some different between each others, and that’s quite important to execute before doing our own IMC plan. Therefore, those brand listed below are similar with A&F, and all in the same category. 1. H&M H&M (Hennes & Mauritz AB) is an international fashion brand, which comes from Swedish. The target market of H&M is for men, women, teenagers and children, and those people who love fashion products. The feature of this retail-clothing company is to provide fast-produce product that provides consumer the fast pace of trend, it means that the time from the design process to the product been displayed in the store is short. Because of that, consumer can enjoy those fashion products at the very first hand. The company has more than two thousand chain store around the world. Meanwhile, H&M often co-branding with other fashion designer such as MARNI, VERSACEï ¼Å' LANVINï ¼Å'JIMMY CHOOï ¼Å'ROBERTO CAVALLI, etc. This strategy makes the product more valuable than before, and triggers the collecting enthusiasm among those consumers. 2. ZARA ZARA is one of the most famous fast-fashion brands in the world now, it owns by Inditex Group, a giant Spanish closing retail company. The company claims it only takes two week from producing a new product to any chain store. One of the marketing strategies that ZARA possess is that they don’t execute any commercial advertisement, instead of doing that; they transfer the capital to set up another branch. The target audience is those people prefer enjoying fast pace fashion product, and want to be distinguishes from other people. 3. Forever 21 Forever 21 is a fashion brand that from the U.S., and it has many branches in major cities around the world. The brand offers trendy clothing and accessories to those people who love exquisite product, especially the female market. The price position that the brand stands is quite friendly compare with those high-end fashion brands such as Armani, Gucci, LV, etc. 4. GAP GAP is a brand that owned by The Gap, Inc., an American clothing and accessories retailer. The target market that the brand focus at the first place is only on blue jeans and T-shit, but later the brand expands its product category to suit the needs of men, women and children. The personality of GAP is more general than those others brand such as H&F, A&F, Forever 21, and the spectrum of age for using GAP’s product is much broader as well. * SWOT analysis for A&F STRENGTHS: 1. Acceptable price The price strategy is a very essential factor that determines the brand position. One thing that makes A&F so popular is the affordable price; more people can enjoy certain level of luxury or fashion based on a friendly price. Because of the affordable price, fashion is not a privilege hold by those rich people. Take the price of a pair of jeans for instance; compare with a 190 dollars jean that DIESEL sale, the price of the jeans that A&F is only around 70 dollars. Therefore, the friendly price is a factor that can strengthen this brand, and make more people interest in it. 2. Specific market audience Abercrombie & Fitch creates a very specific target segment that helps the brand to focus on certain consume. The target audience consists of various people, but the most important factor is all about the young generation. Meanwhile, due to the specific marketing segment, the brand can come out with more specific strategy that makes them easier to reach through the consumer. 3. Strong distribution strategy There are several ways for A&F to distribute its product; the first one is the brick and mortar store, such as those stores inside Macy’s. Second, the consumer can purchase the product online due to its own online store, allowing those busy people to shop instead going to the store. Meanwhile, some times there are some special promotion only carries out on the online store. 4. Unique atmosphere for shopping in store The atmosphere within the store provides consumer a really pleasant circumstance to shop, moreover, the unique decoration and the aura makes the brand distinguish from the others. 5. Stylish design The image that shows on A&F’s product is simple but stylish. However, maybe there are fewer picture or character on the product, but the design that shows on all product convey a sense of modern and fashion, and that’s the reason so many people get appeal on this amazing brand. WEAKNESS: 1. Few branch chain store in the Asia and Europe market The number of the chain store within Asia and Europe market is way below the number in the U.S. First of all, during the past ten years, the closing market in Asia has growing extremely, and due to A&F is an international fashion brand, the distribution strategy should emphasize on this booming area more in order to generate more profit and enhance the brand awareness and loyalty. Furthermore, when talk to fashion; the first place that pops out in your mind will definitely be Europe, such as London, Milan, Paris, etc. Thus, in order to strengthen A&F fashion image, letting more people aware of this brand is necessary. 2. Provoking image In order to make the advertisement more attractable; A&F usually use the idea of sex to appeal consumer. Lots of advertisement or picture imply some kind of sexual implication that some times makes people feel unpleasant especially those conservative. 3. Untruthful information via on-line advertising When A&F is doing some kind of promotion via the on-line store, some time the information is not clear and not congruent with the information that they promoted in the brick and mortar store. 4. Similar design concept with the competitor Some time is a little bit hard to distinguish A&F’s product from those competitor, not because the design but also the attributes of the brans parity, especially when the target audience is similar with each other THREATS: 1. Losing senior market Because the target market that A&F holds is focus on the young generation, therefore, senior might not consider A&F as the brand when they want to shop for garment. 2. Generate negative brand image The advertisement that A&F usually conduct is by using sexual appeals to attract people, or using macho male or sexy female to enamor consumer. This, however, tactic might creates some negative feeling among the brand, the consumer; especially those parents might deems A&F as a bran which is not ethical. 3. Losing market share due to brand parity There are several brands that possess similar product or design with A&F. Therefore, how to distinguish each other will be the most important things that the brand needs to take into consider. Otherwise, the consumer can’t recognize the difference between A&F and the others. 4. Losing market share due to few chain store oversea There are over 300 stores within the U.S, but just couple branches in the international market. In comparison with A&F, many brand expand their chain store all over the world, letting more people enjoy the pleasure of shopping their products, such as H&M, ZARA, GAP, etc. The sake of setting branches around the world is not just generate company’s revenue but also build up brand awareness in people’s mind, forcing people to familiar with the brand image and strengthen the brand loyalty. OPPORTUNITIES: There are many possible opportunities that A&F can deal with, and each opportunity can set up different positive consequence that will provides somewhat benefit to A&F and give the brand various direction to manage their strategy and fulfill the mission they possess such as adding the â€Å"Green† concept to the product, offer free modification among all pants, enhance the on-line system that gives more access for customer to shop or some special event like Issuing limited products. However, within this IMC plan for Abercrombie & Fitch, the main idea that I want to express the most is the target market exist some certain possibility to generate more profit or brand awareness by playing more attention on those seniors. Based upon this idea, there are several opportunities that we can follow: 1. Make A&F more suitable to senior by redesign the products The reason that redesign the product can appeal more senior customer is due to the style or graphic that display on the product might be deemed premature by those senior. Therefore, if the brand can place more effort on designing the right style senior likes, the brand can expand its target market to a higher level. 2. Change the stereotype that A&F is a brand for young generation In the mind of people who love fashion product, A&F always be considered as a brand for young people, not because the product itself, but also the image that the commercial present to the public. Thus, A&F should dedicate more on the image, the image that convey more maturity. As a result, it will attract more senior customer to purchase A&F’s product. 3. Positioning A&F as a brand to senior Abercrombie & Fitch can be the brand that provides not just the casual feeling but also the high level of exquisite perception. Expanding the product category to more mature product might be a way to strengthen the image of maturity. Meanwhile, A&F can make itself be seemed as the level of those high level fashion brand such as Gucci, LV, PRADA, etc. This move will give the massage to the consumer that A&F can also suit the need of their desire for the product that is fashion and also possess the personality of mature. Marketing objective According to the 2010 Form 10-k, Abercrombie & Fitch Co. provided by the U.S. Securities and Exchange Commission, the revenue of A&F is $ 3.469 billion, and it’s getting better compare with those previous years. In order to, however, make the company generate more profit and brand loyalty, we must scrutinize into those potential opportunities and carry out the best one, therefore, the marketing objective within this IMC plan is that Abercrombie & Fitch will increase the revenue and develop more potential customer from expand the target market which is from the young generation to those senior consumer, by three years later. As we know, the target customer for A&F is focus on those young generations, especially from the age 18 to 25. Thus, by extending the target audience, A&F can attract more potential customer and gain more profit. 1. Product Within this IMC plan, we are not selling any particular products or item but rather the brand or any products that associated with A&F. The idea of this plan is to expand the age segment in order to attract more senior customer than before. Therefore, how to make the products appealed to those older customers is the concept that me need to take into account, in addition, putting more mature element in the design process will give the final product a sense of maturity and a bit more fashion. Thus, the marketing objective at this part will be adding more mature flavor to the product and strengthen the product image to a high level that indicate the sense of maturity. After the fulfillment of this objective, Abercrombie & Fitch will not just the brand only focus on young people but also justify the reason why the brand suit the senior as well. 2. Price Sometimes the price is the hardest part to decide in the process of setting objectives. Different brand price range from cheap to outrageous high, one of the reason that why A&F is so popular is due to the affordable price, the price that most of the people can afford it. However, affordable price is not equal with the normal quality, adding value to the price, make the price value beyond the price itself. There is several ways to accomplish this concept such as providing a higher quality of customer service in order to enhance the relationship between both sides, or strengthen the brand image by making people believe A&F is a brand that provides high quality merchandise. Eventually, the goal is to convince consumer the value of the price is way beyond the actual one. 3. Place Most of the time when shopping in the store, it’s obviously that the majority of customers are teenager, and one of the reason might be the environment is designed to attract the target market (young people), therefore, all the decoration or the aura inside the store is more like a young generation style, such as the picture on the wall usually are those macho men and sexy female; the perfume inside the store is so strong that you can smell it after you leave the store and the light is a little bit gloomy that some time make people feel dizzy. As a result, all the reason that I mentioned above might be the causes that hesitate senior to shop in the store. Therefore, the marketing object of this part is to create a better and comfortable environment for senior. Meanwhile, it’s important not just to provide a suitable circumstance to shop but also an understandable way to reach through. 4. Promotion One of the problem that we need to solve with the promotion is to break through the generation gap, this gap might seems nothing seemingly, but it sure does matter the way that the promotion take place. The reason that I mention it is because the way senior see through the promotion process is totally different than young people, therefore, the marketing objective is to concentrate on the meaning of the promotion, providing information that will attract senior customer to the store and also form the knowledge that A&F is a brand not just for kids but also for adult. As a result, by using the proper promotion, A&F can attract more people to generate more reputation, and boost the revenue as well. The central strategic idea Among those fashion brands, A&F is the one that focus on the casual luxury segment, many people willing to buy its product due to the quality product and the fashion brand image, because of that, A&F become one of the most popular apparel brand among the world nowadays. However, when talking about the position that A&F stands, most of the people will consider A&F as a brand that only suit for young people, most of the product that display in the store are hoody, T-shirt or jeans, those product usually deem as for children, but that is only the stereotype among all of us, if A&F can attract more people that is older to purchase the product, the image will eventually change, and the brand will be widely consider as a mature brand such as Ralph Lauran, Tommy or Calvin Klein. As far as I’m concerned, the reason why I think expand the target market from young people to senior is a proper strategy for Abercrombie & Fitch is because there still exist a great amount of potential custo mer that can bring a huge profit to A&F; having a bunch of young loyalty customer is not enough, the best way to build up a phenomenal reputation is to provide service to both junior and senior, make the brand broadly acceptable. Furthermore, when talk to those renowned brands such as LV, Gucci, Armani, we won’t consider them as a premature brand or a bran that is only suit for young generation or some certain group but a brand that provides high quality of exquisite product. The purpose of this strategic idea is not putting Abercrombie & Fitch at the same position as those fashion brands that I mentioned above. The reason of this strategy is to elevate the brand to a higher level that provide the mature feeling that can attract senior customer, meanwhile, when more and more senior customer enjoy A&F’s products, the brand image will become more solid and convince people that A&F is a brand that not only suit for teens but also for adults. However, before starting this strategic idea, there are several thing that we need to reconsider, such as the communication situation, how’s the current communication channel looks like? What’s the tactic that Abercrombie & Fitch utilized to reach through customer? Is the current tactic suit for our new customer? Those questions are the one we need to elaborated, and come out with a more specific plan that can appeal more people, especially senior, to purchase our product. Furthermore, we have to redefine our customer, make sure me know the attributes of their shopping behavior or even the style that those senior prefer, this effort will give us the knowledge to know our customer deeper and better. Communication situation analysis According to this strategic plan for Abercrombie &Fitch, the main problem for senior to shop for A&F’s product is the wrong cognition that the brand is only suit for young people, and because of this reason, most of the senior will rather choice other brand that will provides them the sense of maturity and possess the fashion feeling at the same time. Therefore, based on this obstacle, we need to convey the right information to the right person. Thus, the information must be via the right channel and the massage must be tailor to match what seniors needs. Nowadays, most of the information exposed through different media, and it’s easy for people to see. However, there is no such a No.1 option, different media has its own function, it can’t just apply to every one’s need. For A&F, we can grab the message from various ways, such as the commercial lunched on the TV, the picture issued inside the magazines, the image display on the giant billboard, the store that we shop on-line or even the massage within the store. Those channels all can make a very well impression on us; therefore, the detail inside those channels will be the key factor to change people’s attitude. Take the magazine for example, in order to appeal senior customer, the picture inside the magazine can’t just use young people as model, it has to show some grownup that is mature enough to bring out the specific feeling. Target audience analysis When speak to Abercrombie & Fitch, the first image or feeling that pop out consumers’ mind is the perception of vitality and youth, thus, the target audience for A&F is focus on those young generations from the age18 to 25. Meanwhile, except the age, there are several attributes that possessed by those people, such as the tendency of collecting fashion products, or owning the ability to purchase fashion items to make themselves looks better. However, based upon the new marketing strategy, the final goal is to extend the age segment and bring more senior customer to this market, therefore, the new target audience among this marketing plan is the age from 30 to 50 and possess the following characteristics: 1. Self-Independent on the economic status Generally speaking, most of the young customers can’t afford to purchase a great amount of products at the same time because they are not self-independent on the economic status; they still rely on parents’ income to supply their daily cost, and subject to parents’ order. However, if the target audience is focus on those seniors who have a greater power of consumption than those youth, they can purchase more products and make the purchase decision by their own. Moreover, due to this customer characteristic, there will be more consumption either inside the store or the on-line purchase, and the revenue will have a sharp increase as well. 2. Live in the urban area There are several good parts that benefits the customer that live in the urban area, the first one is the people can have more access to purchase A&F’s product. Although the Internet is so popular now, we can even purchase the product at the on-line store just for a click, but we still can’t have the virtual contact with the products. For customers, sometime is better for them to see the product by itself and give the product a try to make sure whether the item fits the person or not. Furthermore, most of the population lives in the urban area, and the majority of A&F’s store locates at the central of the city. Therefore, the people lives in the city can have more opportunity and convenience to reach its products. Second, the latest trend and fashion info often starts from the urban area; the people lives inside the city can gain the first-hand information about the latest fashion trend. 3. Care about personal image No matter male or female, the target audience must have somewhat narcissism in her or his personality. They believe that wearing good-looking cloth and the right brand can creates the sense of confidence, and that’s the reason why they choice A&F to be the brand they want. 4. Interesting in the fashion domain People who love fashion tend to pay more focus on the apparel industry, because there is a strong connection between each other. Every time there is a new product release or a product co-branding with a famous designer, the person will follow the news and try to participate in the event, and there’s a high percentage that the person will purchase the product. Positioning strategy analysis Positioning Statement: Among all the people from age 30 to 50, who love fashion products and enjoy wearing casual luxury apparel (Target audience) Abercrombie & Fitch (Product/Service name) Is one of the most famous causal-luxury apparel brands in the fashion industry (Competitive set) That performs confidence, vitality and uniqueness to customer (Benefits proposition) Because of the high quality product and the stylish design (Product support) 1. Target audience In the positioning statement, the target audience is not just for those young people but also focus more on the senior market. Based on the Strategic idea of this IMC plan, the perfect age group is from 30 to 50, because they possess several preponderance such as having a job and a more stable income than those young people, thus, they have more opportunity to purchase A&F’s products. Moreover, seniors usually have a better taste on closing than juniors, therefore, if A&F can make those seniors become its loyalty customer, it can transfer the image that the brand is not just for young people but also for those mature adults. 2. Product/Service name According to this IMC plan, there are no specific products that the company wants to promote or use as a strategy to boost the sale. Our mission is to promote Abercrombie &Fitch ‘s name and appeal senior customer to use our product. Therefore, the goal of this plan is to redress the image and promote the concept that the bran is more likely for senior. 3. Competitive set For Abercrombie & Fitch, our competitive set is not just in the apparel business, but also the whole fashion industry. The products for A&F are miscellaneous, so that’s the reason why A&F can compete with different kinds of fashion brands. Furthermore, because the brand has already well known by the public, so they don’t have to put extra effort on creating brand awareness. 4. Benefits proposition The people who wear A&F cloth or use any of its products can feel a sense of fashion and confidence due to its unique position in the market. The feeling that elicit from the product can be somewhat energetic and mature, and that’s the feeling, which appeal to most of the consumer to purchase its product. Meanwhile, based on the new strategy, we want customers to have a different experience than before by means of a much mature image that can persuade senior to get involve in it. 5. Product support The reason why A&F is so popular around the word is because the stylish design and the unique image that convey to the world. Those apparels or products that design by A&F are usually simple but modern; there is no fancy figure or glary color on it. Therefore, the brand is easy to distinguished from the other competitors, and also that’s the reason why I think the strategy to expand the age segment to a higher level is feasible, because usually the more simple trait that the product possess, the more easy for the product to be considered mature, and that’s the thing our new potential customer wants. Communication objectives and strategies Although there are various brands within the fashion industry, different people choice the brand that suit them the most, sometime is based on status, some time is based on personal taste; however, the reason why so many people, especially teenagers, appealed by A&F is owing to its stylish design and vigorous image. However, the problem of this IMC plan is how to get seniors involve in this brand and turn them to up hold A&F’s products. Thus, the communication object is to send the massage to the target audience and boost the revenue by convincing people that the brand is not just for teens but also will be the best choice for seniors to purchase when they need closing. In order to accomplish the communication objective, there are several strategies that listed below: 1. To create a suitable environment for senior to visit A&F stores In order to fulfill this strategy, we must conduct some research to realize what’s the key element that triggers senior to shop and what’s the condition that make them feel comfortable while they doing purchase. The reason for doing this strategy is because the current environment is designed to attract young consumer, therefore, in order to attract senior customer, the company must figure out the best shopping environment to appeal them to come. 2. Promote the idea that Abercrombie & Fitch is a brand for senior Refresh the original image of A&F and put the sense of maturity into the brand whereby senior feels like this special brand is for them. In order to execute this strategy, we must use different marketing tools and various mediums to accomplish this mission. More details will be illustrated in the last part of this IMC plan. 3. Move Abercrombie & Fitch’s image up to those high-end fashion brand such as Calvin Klein and Ralph Lauran. The purpose of this strategy is to let people build the connection for A&F to those high-end brands in order to increase the brand value. By strengthen the brand value, more people, especially senior, will consider A&F as a phenomenal brand to purchase. Program of tactics and executions With regard to this IMC plan, there are various tools to accomplish this mission; different tactic has its own advantage so we need to slice them together then maximize the great amount of benefit from it. There are so many disciplines such as advertising, personal selling, PR, etc. Therefore, sometimes we just can’t use them all; we have to select some of the most effective ways to conduct the strategy that we came out with. And so by, according to this plan, several tactics will be elaborated in the following paragraph: 1. Product placement The reason why this alternative marketing tactic is a great choice for this strategy is because by using this method, not just the product of A &F can expose to the customer but also the image. When the products display inside a movie or commercial, the audience will have a chance to see and have the perception of it. Meanwhile, this tactic has been so popular for quite a long time and most of the company considers this tactic as a great ways to promote their brand or product, so the potential influence on customer is quite huge. Therefore, based on our strategy, we will expose our product or our brand image to the public, but we need to place it in the right place and person. We will execute our plan by putting A&F’s products or logo on senior who take part in the movie or commercial, the reason why we are doing this is because we want the customer who is in front of the TV or computer to deem the brand is looking good on those people. Generally, we seldom saw A & F’s product wearing on senior among any program, so that’s the notion we want to convey to people. Furthermore, in order to illustrate more specifically, we will choice certain people or program to expose our brand image, take the actor for instance, when choosing the people to wear our product, we might consider senior more than young guys, the actor such as Gorge Clooney or Sarah Jessica Parker will be the best candidate for translate the new image of maturity to people. In addition, we must pick the right movie or TV program to place our brand into it, because some time if the movie or program is for teens or children, the purpose of this action will be not successfully accomplished. 2. Advertising There are various ways in advertising, each of one has it own advantage, however, in this case, there will be only few channel that appropriate to accomplish this goal, such as: * Television In nowadays, people can get a slew of information from TV, and it is also the best way to create awareness. According to this channel, the best way to convey the information that the brans is not only suit for young people but also adults as well is to launch a commercial that carry the image of senior wearing A &F product and shows how confidence they can be just because the brand can bring the sense of fashion and maturity. When people, especially seniors, see the commercial frequently, they will gradually change the original brand image in their mind. * Magazine There are tons of different magazine in the field now and it has possess several advantage such as high marketing segment, longer attention to ads, high color quality, etc. We, however, can’t put our advertisement in all of them, we must be specific, choosing the right one that can reach the right person, therefore, according to the strategy, the target magazine will definitely be those fashion one such as Elle, Ebony, Vogue, People and FHM. Furthermore, in order to promote the perception of mature and professional, those famous magazine such as TIME, Economist, ADWEEK will also be taken into consider. Take TIME for example; in order to give the audience an explicit impression, we might consider buying a whole page for our ad, thus, once the reader start to read, the image of our brand will unfold in front of them. * Outdoor The place that can display the ads are not just in the TV or magazine, there are many places we can use in the public area to show our brand image and product advertisement, such as the giant billboard out side, the bus stop next to your house, even on the public transportation can have a space to make advertising. Therefore, we will display our brand image in those places that people gather the most; make sure our exposure can reach people as much as possible. To make this tactic more specific, A &F will runs this method by putting out senior celebrity image such as Gorge Clooney; the image of him will mostly convince people that A&F is a brand that fits on senior and it looks good as well. 3. Public Relations In the tactic of PR, our goal is to build the right image we want, and let people feel positive that this new brand image is positive. Therefore, by using all the tools of PR such as the news release, annual report, news conference etc. we want people to know the brand is extending its image to a higher level, and will provides customer a better feeling that will appeals to those senior customer. To execute this strategy by using PR, we might have to combine different tactic to maximize the outcome. For instance, in order to spread the new image out, we might need to set up some event or co-branding with the others. And so by, we might need to set up a news conference or launch a press release to run our story to the public. In addition, one of the functions of PR is to create positive image and strengthen company’s reputation, so by sponsoring special event such as the Oscar ceremony, LPG golf tour and the Grand slam series; the image of A&F will be seen not just a brand that provides causal luxury apparel, but also a brand that possess high-end perception and the sense of maturity. Furthermore, in order to let people understand the reason why the company comes up with this idea, and to convince senior to use its product; the company can release some article that is relevant to this topic, getting people familiar with the new idea. 4. Celebrity Endorsement By using well-known people to promote its product can make the brand image more clear and gain more attention. In order to make our brand shine and bright among the public, the company is imperative to choose the right person for endorse its product, several condition such as the person need to have a positive image that well accepted by the public, the person’s personality needs to match with the brand or the product; otherwise, people will think the brand has no connection with the person, and that will make the credibility decline. So, in order to fulfill the condition and match the strategy we set up, we will invite celebrity such as Gorge Clooney, Brad Pitt, and Robert Downey Jr. to be our spokesman; and by using their mature charisma, more people will convert their first image of A&F and turn in to the perception as the strategy we wanted. 5. Event marketing In order to promote the strategy and boost the sale, we can create several events to accomplish this goal; more detail will be elaborated in the following paragraph: * The â€Å"A† membership To create loyalty customer and reward them for their purchase, we will conduct a membership program that give them the benefit as a return. The program will run first with applying our membership card and join the A&F club; after applying, every time when they purchase a certain amount of money, they can get some credit, and after collecting enough credit, the person can enjoy a perpetual 30% discount on every purchase afterward. Moreover, the person who gets a perpetual membership can receive a 100 dollars gift card on his or her every birthday. * The â€Å" I want to fly fashion† event In order to strengthen the function of our perpetual membership, we will co-brand with United Airline and American Express; every time when you take a flight with United Airline or purchase product from A&F by using American Express, the person can receive bonus from it, and can use the bonus to purchase flight ticket or products within A &F store. Conclusion Nowadays, Abercrombie & Fitch is one of the most famous fashion brand in the world, the brand has it own unique image and special value, the trend of buying its product is not just happen in the State but also around the world. However, besides the current situation, the company has more opportunity to enhance its brand equity by expanding the customer segment to a higher level. In order to make the brand more accepted by senior, we must create another image that can appeal to them, make them feel the brand is not just for cool teenagers but also for mature adults. Therefore, the strategy of extending target customer to the senior segment can bring more profit to the company and form a new brand image, providing customer another high- end brand to shop and make them feel special.

Europe s Inner Demons By Norman Cohn - 1486 Words

Europe’s Inner Demons In Norman Cohn’s book, Europe’s Inner Demons, his ultimate goal is to explain the development of anti-human conspiracies. He discusses how these â€Å"fantasies† were gradually tied to Christians and eventually how they influenced the European witch-hunts. It can be difficult to decipher his exact thesis as his preface itself seems to function as one large thesis. However, his thesis overall seems to be that â€Å"the great witch-hunt became possible when these practices and experiences were interpreted in terms of the traditional stereotype of the clandestine, systematically anti-human society.† He proves his thesis by discussing how the tradition began and was tied to early Christians and then discussing its transition and use by later Christians to demonize people and practices they feared or did not understand. He shows how this tradition’s precedence in history was what allowed for it to be used to such great effe ct during Europe’s witch hunts. His beginning chapters do not seem to have much connection to the witch hunts, at first glance. In these, he is setting up the basis for this tradition of labelling groups as anti-human and illustrating how it set its precedent for use. According to Cohn’s research, much of our knowledge of its early roots comes from literature of the time that illustrates its use on early Christians before Christianity was officially recognized. Similar rumors happened to the Jews earlier without much success, however it wasShow MoreRelatedWitchcraft And Women : Evaluation Of Gender Theories3055 Words   |  13 Pagesadministered by men, and were subsequently executed for witchcraft. Was this a thinly veiled attack on women as such? The case that the witch-hunts were in actuality women-hunts is a strong one. In the first place, the stereotype of a witch in Christian Europe has always been that of a woman. A prime example is in response to the perceive d outbreak of Witchcraft Russian authorities in one particular district rounded up the entire female population as early as the 12th century . The ratio of females toRead MoreNew World Order in Conspiracy Theory13987 Words   |  56 Pages  ufologists,  lost land theorists, and, most recently,  occultists. The worldwide appeal of these subcultures then transmitted New World Order conspiracism like a mind virus to a large new audience of seekers of  counterknowledge  from the mid-1990s on.[5] In Europe,  National-Anarchism, a radical right-wing ideology articulated by British post-Third-Position  activist  Troy Southgate, called for a  insurrection  against, and  secession  from, the Zionist, capitalist New World Order.[15][16]  National-anarchists see

Servant Leadership Is My Credo By Robert K. Greenleaf

Introduction Servant leadership is my credo. Robert K. Greenleaf defines a servant leader as a â€Å"servant first†-to focus first on the needs of others, especially the team before one considers one’s own needs. I acknowledge others perspectives; give support they need to meet their work and their personal goals by involving them in the decision-making, and building a sense of community. I believe my leadership philosophy leads to higher engagement, and stronger relationships with team members and other people. As a leader, my first duty is to serve those under my command. My task is to make their jobs easier. To support my people, I have to understand their problems and challenges in order to address them. Over the course of my career, I†¦show more content†¦According to Greenleaf â€Å"listening builds strength in another people†. So listening is one of the most important qualities of the authentic leader. The second tenant of my leadership philosophy is Empathy. Whereas many people think leadership is about rank, power, and privilege, I believe that a true leader is that who is willing to place others’ needs above one’s own. My success hinges entirely on the people I work with- the people who committed themselves to join me in my vision and my responsibility to see that they are working at their best capacity. For a successful leading of the organization, authentic leader has to understand and share people’s emotions. For me empathy simply means recognizing the emotions in others and being able to put myself in other person’s situation. This is the ability to understand others person’s attitude and reality. To be empathic leader is not easy as it sounds. Although many people can develop new job skills and knowledge through training and experience, but to interact with other people may be difficult. As a leader I have to think beyond myself, and my ow n concerns. When I look at myself and see beyond my own world, then I realize that there is so much to learn and appreciate. Practically, when I interact with people I learn how to be empathic, I learn to be much more caring and approachable and increase interest in what others feel, think and experience.Show MoreRelatedContemporary Issues in Management Accounting211377 Words   |  846 Pages1989) and Management Accounting: Pathways to Progress (CIMA, 1994), were published during a time of dramatic change in UK management accounting practice. These textbooks contributed to the UK management accounting transformation from the costing clerk credo to strategic management proper. In 1999, he was voted the British Accounting Association Distinguished Academic. His contributions extend outside academe. Bromwich is a past president of the Chartered Institute of Management Accountants (CIMA) and

Prohibition and the War on Drugs - 904 Words

Throughout history, campaigns against certain parts of life are frequently argued upon. Wars are in a state of flux, but a constant in Americas policies is the Drug War. The government attempts to prevent the consumption of illicit and harmful substances, even shown in modern domestic policies. Yet with much effort, positive results was not usually yielded. Apart from the outcomes, prohibition has made a large impact on daily life. In the United States, prohibition of alcohol and opium was a visible and controversial debate. The prohibition of alcohol and criminalization of opium were very different but still had some similarities such as the events that happened, its immediate reaction, and the lasting significance.†¦show more content†¦Illicit production spread, despite many efforts for enforcement. To enforce prohibition, the Volstead Act was enacted in 1917 to carry out the 18th Amendment which ratified and became in effect in 1919. The 18th Amendment prohibited the ma nufacture, sale, and distribution of alcohol; however, it did not criminalize consumption. This allowed a black market of alcohol to thrive. There was no measurable gains from prohibition, as it removed much of the tax revenue, created organized crime, and led more people to purchase drugs such as opium as substitutes. All in all, prohibition did not achieve the goal to improve America, but instead added more problems that it was intended to prevent. This led to its repeal in 1933 by the 21st Amendment. Moreover, another dangerous substance that is consumer is opium. Opium is an addictive drug that is taken from a poppy plant. At first, this drug is used as a narcotic in medicine as an anesthetic as the dangers associated with it are outweighed from the medicinal properties. The prohibition of opium originated from foreign disputes. Professor David F. Musto wrote that â€Å"Americans had quickly associated smoking opium with Chinese immigrants who arrive after the Civil W ar to work on railroad construction. This association was of the earliest examples of a powerful theme in American perception ofShow MoreRelated Prohibition Vs War on drugs Essay2724 Words   |  11 PagesAmerica ©Ã‹â€ s war on drugs today is very similar to America ©Ã‹â€ s Prohibition of Alcohol in the 1920 ©Ã‹â€ s. These two major issues of their time may not seem like they can be logically compared, but statistics for usage and a correlating rise in crime for both eras show a strong relationship. There is also a tendency for an outright defiance of the laws and law makers of the United States government in both cases. Most people today think that the prohibition of the 1920 ©Ã‹â€ s and the current war on drugs haveRead MoreEssay about Prohibition vs War on Drugs2770 Words   |  12 PagesAmerica ©Ã‚ˆs war on drugs today is very similar to America ©Ã‚ˆs Prohibition of Alcohol in the 1920 ©Ã‚ˆs. These two major issues of their time may not seem like they can be logically compared, but statistics for usage and a correlating rise in crime for both eras show a strong relationship. There is also a tendency for an outright defiance of the laws and law makers of the United States government in both cases. Most people today think that the prohibition of the 1920 ©Ã‚ˆs and the current war on drugsRead MoreProhibition Of Drugs And Alcohol1492 Words   |  6 PagesPopular belief holds that consumption of drugs and alcohol encourages violence and that the appropriate response is prohibition of these goods. However, a different viewpoint is that prohibition creates illegal underground markets, which require violence and crime to remedy in-house disputes. This paper examines the relationship between prohibition and violence using the historical data and behavior following previous U.S. drug and alcohol laws, regulations, and enforcement on indicators of violenceRead MoreThe Rise Of Drug Prohibition975 Words   |  4 PagesDrug prohibition is rarely viewed negatively by many Americans. The failure of drug prohibition has sparked some debate in the last fifty years, however, the ignorance about illegal substances has led to little discussion on alternatives to prohibition. Legalizing all drugs would be a better alternative than perpetuating the failed war on drugs. The dru g war has negatively impacted many lives by demonizing users and corrupting public officials. Criminalizing alcohol did not work in the 1920s andRead MoreThe War On Drugs And Its Effects On Society1564 Words   |  7 Pages The War on Drugs is a deep-rooted controversial campaign of prohibition and military aid that has been disputed for many years. There are constant debates as to whether there will ever be a viable solution to the problem. However, as we continue to pursue the â€Å"war on drugs,† it has become increasingly evident that â€Å"winning† the war seems to be an impossible task. Drug prohibition and the undertaking of the war on drugs have stirred much controversy over its moral and logical implications. WhileRead MoreLaw Enforcement : The United States Essay1595 Words   |  7 Pagesharming other people (Christ). This was the model that we based our western law enforcement agencies on, until prohibition became a federal task in the 1920’s. T his is when the federal government decided to take up the task of protecting people from themselves. Fast forward to the 1960’s; President Richard Nixon took a step forward with prohibition by declaring a war on drugs. This perpetual war has consumed much of our country’s financial resources and profoundly affected our criminal justice systemRead More The War on Drugs is Failing Essay1228 Words   |  5 PagesThe War on Drugs is Failing â€Å"Prohibition will work great injury to the cause of temperance†¦ for it goes beyond the bounds of reason in that it attempts to control a man’s appetite by legislation and make a crime out of things that are not a crime. A prohibition law strikes a blow at the very principle upon which our government was founded† Abraham Lincoln On January 16, 1920 the Eighteenth Amendment was ratified by thirty-six states and became part of the Constitution. The intentionRead MoreMarijuana must Be Legalized941 Words   |  4 PagesWhen you think of prohibition, one typically thinks of the roaring twenties. This was when the government prohibited the sale of alcohol. Looking back through history, we see trends from then happening today with the prohibition of marijuana and other drugs. Many people have many opinions if marijuana should be legalized or not. It’s not as easy as just looking at the pros and cons. Our government needs to determine if the prohibition of drugs is actually promoting greater health, safety, andRead MoreEssay Why All Drugs Should Be Legalized 1468 Words   |  6 Pages Abraham Lincoln once said: â€Å"Prohibition will work great injury to the cause of temperance. It is a species of intemperance within itself, for it goes beyond the bounds of reason in that it attempts to control a mans appetite by legislation, and makes a crime out of things that are not crimes. A Prohibition law strikes a blow at the very principles upon which our government was founded.†(Lincoln) When most people think of prohibition, they think of the 18th amendment of the constitution; the alcoholRead MoreEssay on The War On Drugs1079 Words   |  5 PagesIn recent years the so-called â€Å"war on drugs† has taken over the streets and back alleys of suburban America. It has caused a problem that mirrors the prohibition days of the 1920’s and early 30’s. Politicians trying to play â€Å"tough guy,† are only contributing to more violence. Their laws have created an underground drug-trade, in which modern drug-dealers have taken the place of th e bootleggers of old. The real question is whether or not this â€Å"war† is working. Most people would like to believe that

Issues Relating Determination Of Claiming â€Myassignmenthelp.Com

Question: Discuss About The Issues Relating Determination Of Claiming? Answer: Introducation From the given scenario it is found that a cost has been incurred for moving the machinery to the new site. An assertion can be put forward in this context that deductions are prohibited within the framework of section 8-1 of the ITAA 1997 With the objective of depreciation, shifting the machinery to the new site results in an increase price of the asset (Pyrmont 2014). With reference to the Section 8-1 of the ITAA it can be said that cost that is incurred from moving the machine to the new site represents a small change (Tan, Braithwaite and Reinhart 2016). The main cause of taking into the account the expense as the allowable deductions due to the reason that cost constitute the portion of business expenditure originated from the daily business transactions. As defined in British Insulated Helsby Cables the cost that is incurred at the accounting of transpiration symbolizes an unremitting benefit of the business premises by moving the depreciable asset (Grange et al. 2014). As stated in the Taxation ruling TD 93/126 upon the installation of machinery and on the commencement of commercial operations, cost involved in moving the machine to the new site forms the part of revenue (Cao et al. 2015). It is worth mentioning that cost occurred in locating machine to new site stands as the cost of capital and will constitute non-allowable deductions. It can be concluded that cost that is occurred in locating the machine to the new site constitute locating of asset to the new site will be regarded as capital expenditure. With reference to the present scenario it can be said that no kind of permissible deductions will be allowed in this context. The present scenario is based on the determination of the revaluation of the assets to effect the insurance coverage. This issue raises the question whether or not such expenses would be treated as allowable deductions in section 8-1 of the ITAA 1997. From the current questions the scenario raises that incurrence of cost from the revaluation of assets to effect cover of insurance constitute permissible deductions that is allowable as deductions under section 8-1 of the ITAA 1997 as the expense is recurring in nature (James 2015). From the current study, it can be stated that the expense has direct relation with the fixed asset (Woellner et al. 2016). Therefore, at the time of determining deductibility of the expenses it is vital to ascertain that whether the expense that has occurred in revaluation is obtained from the increase in the revenue generation ability or it is just incurred in safeguarding the asset. If the later leads to an advantage of temporary in nature or possess the character of recurring than that will be regarded as allowable deductions under Section 8-1 of the ITAA 1997. On arriving at the conclusion, it can be said that cost derived from the insurance cover constitutes a permissible deductions because the cost is repetitive and under Section 8-1 of the ITAA 1977 will be allowed as permissible deductions. The introductory statement familiarises with the issue pertaining to the determination of deductible nature of the legal spending incurred by the individual tax payer with the objective of opposing the petition of the winding up of business. The scenario introduces the question that the cost that is occurred at the time of winding up business are usually occurred during the business operations and they will not be treated in the form of allowable deductions in reference to Section 8-1 of the ITAA 1997. The Taxation Ruling of ID 2004/367 defines that legal cost incurred from the business operations constitute as an allowable deduction (Jover 2014). This is because such expenses are incurred by the individual tax payer should be from carrying out of the business operations from which the taxpayer produces an assessable income. Noting down the judgement of federal court in the case of Snowden and Wilson Pty Ltd (1958) v FC of T spendings occupying the nature of infrequent and the individual taxpayer under no kind of previous occasion was necessarily under obligations of incurring legal actions (Kenny, 2013). Since under not any situation it forbids the outlay to from being measured as admissible income tax deductions. Even though the legal expense is meeting, the criteria of the positive limbs would under no circumstance be permitted as allowable business deductions (Krever 2013). The reason for not considering the expenditure for allowable business expense is that they are regarded in the nature of the capital expense (Anderson, Dickfos and Brown 2016). The incurrence of legal expense that is incurred at the time of winding up the petition shall not be considered as the allowable deductions because they represents the features of capital. The above defined problem statement can be concluded by stating that the legal expense that has resulted from opposing the petition would be treated for non-permissible business deductions. The spending is capital expenditure and does meet the eligibility criteria of section 8-1 of the ITAA 1997. The issue brings forward the query that legal expenses incurred by the taxpayer concerning the service of solicitor for several business functions of the clientele constitute deductions that are permitted under section 8-1 of the ITAA 1997. The above stated issue brings forward the question that whether an individual taxpayer incurring legal expenses in regard to the business operations will be accounted as the allowable deductions under section 8-1 of the ITAA 1997 (Tran-Nam and Walpole 2016). Nevertheless, there prevail few kinds of exceptions relating to the legal expenditure that is occurred by the taxpayer from the service of the solicitor. If the expenses are in the nature of capital, private or domestic and incurred in gaining an exempted and non-assessable income then it will not be considered as the allowable deductions. From the above stated explanation, for a taxpayer occurrence of legal expenditure that does not forms the part of the business income or not associated with the process of carrying on of a business activities then it will not be allowed as allowable deductions (Morgan, Mortimer and Pinto 2013). As it can be said that legal expenditure that is occurred by the taxpayer in the present context will be allowed as deductions (Snape and De Souza 2016). The primary reason for accounting the legal spending for allowable income tax deductions is because they are regarded as the part of the business and meets the deductions criteria of Section 8-1 of the ITAA 1997. The problem statement can be concluded by defining the legal expense inuccred by the taxpayer in this context is for gaining the business income and they are daily business expense. This expense meets the criteria of Section 8-1 of the ITAA 1997 for being regarded as allowable business deductions for income tax purpose. The issue raises the question regarding the determination of the input tax credit regarding the incurrence of advertisement expenses occurred under the GSTR Act 1999. The Goods and Service Taxation Ruling of GSTR 2006/3 lay down the guidelines concerning the procedures which can be applied arrive at the input tax credit and the administration of change that is put into the use by the financial supplies as per the new taxation system of GST Act 1999 (James 2016). An important contemplation to be noted in this context is that degree of creditable purpose and authentic employment of the ruling under division 11-15 and 129 of the GST Act 1999. The discussed GST Ruling is generally applicable for all the assessable entities that is registered or mandatorily necessary to get registered so that it can acquire the financial supplies which is beyond the prescribed limit of the financial acquisition and falls under the input tax credit or lowered input tax credit (Nethercott et al. 2016). The case of Big Bank evidently puts forward that the bank had a spending of $1,650,000, which additionally included the amount of the GST relating the advertisement that has been made, by the bank. The Goods and Service taxation ruling of GSTR 2006/3 is applied in the present situation of Big Bank Ltd as because the company shall be considered to be eligible for the input tax credit or lower input tax credits (Russell 2016). In agreement with the taxation rulings if it is found that the company is registered or it is required to obtain registration, GST will be payable in relation to the assessable supplies made. The system of GST lay down that the a taxable entity or the person can bring forward the claim of the input tax credit the supplies that are inclusive of GST that is obtained in the process of importation by the entity (Sadiq 2016). If an entity makes financial supplies and surpasses the threshold limit of the financial acquisition, such taxable entities will not be allowed to recover all the amount of GST that is charged to them but a portion of such GST can be recovered by the company (Kenny 2013). As it has been stated in the case of Ronpibon Tin NL v FC of T the principle of extent and to the extent is used to analyse the law of GST. This consists of the obligations in which the methodology of the allocation adopted should be fair and reasonable in relation to the specific enterprise (Krever 2013). Taking in the account the contemplation that is made in para 11-5 and 15-5 of the GSTR 2006/3 in order to make an acquisition entitled as creditable acquisition it should be noted that the financial supplies must be creditable solely or in fragments. Moreover there is additional compulsory necessities of para 11-5 and 15-5 that helps in determining an acquisition as the entitled creditable import, the acquisition is ought to be absolutely in the direction of creditable purpose (Woellner 2013). If it is found that the acquisition is partly for creditable reason than it is obligatory to establish the degree of creditable function. As it has been defined under the Section 11-15 or 15-10 an acquisition shall be eligible as creditable if the taxable entities claims input tax credits for the financial supplies made by it (Morgan, Mortimer and Pinto 2013). Big bank in context of present situation incurred an advertisement spending that was entirely dedicated for the creditable purpose. Big Bank has also surpassed the financial acquisition threshold limit and the bank in the present context can be regarded for the entailment of claiming input tax credit in conformity with the GSTR 2006/3 (Milton 2013). Conclusion: As apparent from the overhead conversation, the problem statement can be concluded by stating that Big Bank Ltd will be taken into the considerations for the entitlement of claiming input tax credit. Such input tax credit can be claimed in accordance with the GSTR 2006/13 for the sum that is incurred by Big Bank Ltd relating to the advertisement outlay sustained on creditable acquisition. Reference List: Grange, J., Jover-Ledesma, G. and Maydew, G. (n.d.).2014 principles of business taxation. James, M. (n.d.). 2015Taxation of small businesses. Jover-Ledesma, G. (2014).Principles of business taxation 2015. [Place of publication not identified]: Cch Incorporated. Kenny, P. (2013).Australian tax 2013. Chatswood, N.S.W.: LexisNexis Butterworths. Krever, R. (2013).Australian taxation law cases 2013. Pyrmont, N.S.W.: Thomson Reuters. Milton, Qld 2013. The taxpayers' guide. Wrightbooks. Morgan, A., Mortimer, C. and Pinto, D. (2013).A practical introduction to Australian taxation law. North Ryde [N.S.W.]: CCH Australia. Nethercott, L., Devos, K., Gonzaga, L. and Richardson, G. (2016).Australian taxation study manual. Melbourne: Oxford University Press. Pyrmont, (2014). Australian Taxation Law Cases 2014. NSW: Thomson Reuters. ROBIN, H., 2017.AUSTRALIAN TAXATION LAW 2017. OXFORD University Press. Russell, T., 2016. Trust beneficiaries and exemptions from CGT: Reflections on the Oswal litigation.Taxation in Australia,51(6), p.296. Sadiq, K. (2016).Principles of Taxation Law 2016. Pyrmont: Law Book Co of Australasia. Snape, J. and De Souza, J., 2016.Environmental taxation law: policy, contexts and practice. Routledge. Tan, L.M., Braithwaite, V. and Reinhart, M., 2016. Why do small business taxpayers stay with their practitioners? Trust, competence and aggressive advice.International Small Business Journal,34(3), pp.329-344. The taxpayers' guide 2013 2014. (2013). Milton, Qld.: Wrightbooks. Tran-Nam, B. and Walpole, M., 2016. Tax disputes, litigation costs and access to tax justice.eJournal of Tax Research,14(2), p.319. Woellner, R. (2013).Australian taxation law select 2013. North Ryde, N.S.W.: CCH Australia. Woellner, R., Barkoczy, S., Murphy, S., Evans, C. and Pinto, D., 2016. Australian Taxation Law 2016.OUP Catalogue.

The Nanny Murder Case Essays - Louise Woodward Case, Woodward

The Nanny Murder Case Massachusetts v. Woodward Louise Woodward, a British Nanny, was hired in November of 1996 by Sunil and Deborah Eappen, for their sons, Matthew and Brendan. On February 4, 1997, the Massachusetts police received a phone call from Woodward stating that Matthew Eappen was having trouble breathing. When the paramedics examined Matthew, they said he had a 2-? inch skull fracture. His eyes were bulging, which is a sign of the ?shaken baby syndrome.? Before Matthew Eappens death, he spent four days on life support. After the event, Woodward was jailed without bond. Supporters from Massachusetts and Britain argued that she should not have to stay in jail on grounds that she is a foreigner and did not understand the U.S. legal system. She was kept in a states women's prison and had to stay because prosecutors felt that she might flee the country if she was freed on bail. Prosecutors said that Woodward admitted to harming Matthew. They said she shook him, dropped him on the floor, and then tossed him on the bed in order to quiet the baby. Prosecutors argued that Woodward was so frustrated with Matthews uncontrollable crying, that she began to violently shake him to stop the crying. Medical examiners said that Matthew must have hit the floor with the ?force equivalent to a fall from a second-story window.? Naturally the injuries from the fall along with the shaking caused Matthews death. Forensic expert, Barry Scheck, who took part in the O.J. Simpson trial, was recruited to help Woodward's defensive argument. The defense stated that a pre-existing medical condition might have killed Matthew, not the supposed mistreatment. The defense attempted to find genetic disorders that could have affected his bone strength and development or could have caused brain hemorrhages, by requesting DNA tests on Matthew. The defense also tried to put the blame on Matthews's two-year-old brother, Brendan, for the injuries, since he was the only other family member home that night. Prosecutors immediately argued that a boy of such a young age isn't capable of inflicting that serious of physical trauma on an infant. Louise Woodward was sentenced to death. After many appeals, and different attorneys, her defense argued that during the original trial, the defense was unable to have full access to the medical evidence that the state collected. Woodward was eventually acquitted and returned home to Britain. My personal opinion of the trial and the outcome is negative. I find that Louise Woodward not being imprisoned for her crime is ridiculous. It is obvious that she is responsible for Matthew Eappens death and Woodward's acquittal is absurd. If she can get away with such a horrible crime and be free to walk the streets, then I am sure there are people accused of equally severe crimes who have also been acquitted. Bibliography www.courttv.com Social Issues