In The Late 1970’S, A New Music Genre Emerged In Bronx,

In the late 1970’s, a new music genre emerged in Bronx, New York. Hip Hop started as an underground, unknown genre to a popular, multi-million-dollar genre and lifestyle. The transformation of Hip Hop has shaped or American Culture and is now geared to more than just the African American and Latino groups it was once developed for. There are also misconceptions about what Hip Hop means. Most people believe Hip Hop is synonymous with rap. However, Hip Hop is more than just a music style it is also a culture within the music. To understand how Hip Hop has evolved and shaped our current culture, we must start at the very beginning. Surprisingly Hip Hop’s origins began before the 1970’s. Per the Black Arts literary critic Addison Gayle, Jr.,†¦show more content†¦(Rhodes) Early on, artist limited themselves to just spraying their tags but by the mid-1970’s artists grouped up and began painting murals instead of just tagging things. (Rhodes) Dubbed the age â€Å"Old School Hip Hop†, as rapping became more popular DJs, or disc jockeys and MCs, or master of ceremonies, duos were formed. (Errey) The person with being described as The Father of Hip Hop is none other than Clive Campbell, known to the Hip-Hop world as DJ Kool Herc. (JohnG) As DJ Kool Herc says himself on his website â€Å"On August 11, 1973, DJ Kool Herc and his sister, Cindy, began hosting back-to-school parties in the recreation room of their building at 1520 Sedwick Avenue in the Bronx (now recognized by NYC Housing Preservation as the â€Å"Birth Place of Hip Hop†). It is this simple act of gathering their peers and innovating the way the existing music was played and listened to that Hip-Hop Culture was born†. (Herc) DJ Kool Herc is best well known for creating the â€Å"breakbeat†. The â€Å"break† is the part of the record when the drums or percussion take over the song. (Light 15) Herc created the breakbeat by playing two copies of the same record and would extend the â€Å"break† by switching back and forth. Another pioneer in Hip Hop was a Joseph Saddler, or as the Hip Hop world knows him as Grandmaster Flash. Grandmaster Flash created the cue monitor, that allowed through the DJ to hear one record through their headphones while theShow MoreRelatedThe Rise Of Hip Hop Culture1305 Words   |  6 Pageslanguage is a style born from the African American and Hispanic cultures. It formed in New York City from block parties and the participation of the youth culture. This style of music began as a minimal change in rhythm to a globally popular culture consisting of graffiti art, dancing, and music. Hip hop was not only a type of tasteful music, but it also became a benchmark in history. When this style of music was created, it served as an outlet for those who did not have a voice, particularly theRead More Music - The Hip-hop Movement Essay1650 Words   |  7 PagesMusic - The Hip-hop Movement Hip-hop has become a new cultural phenomenon in North America and has become quite popular all over the world. Hip-hop began in the 1970s in New York City where it has its origins in the African-American community. However, because of music videos, Hip-hop culture has become accessible to everyone in society and has merged into mainstream pop culture. Hip-hop culture may not have been as popular if it was not for the accessibility of this new media. The Hip-hopRead MoreHip Hop Essay955 Words   |  4 PagesHop music has evolved into one of the largest youth influencers. Uplifting the youth, Hip Hop provides a voice to a group of people trying to deliver a message. Whether it is politcally, culturally, racially, or socially, the music speaks for people with a variety of beliefs and passions. Hip Hop and Rap music espands people’s horizons, and promotes the idea of equality between interacial communities. The Hip-Hop music movements emergence can be traced back to the 1970’s in South Bronx, New YorkRead MoreRap Music And Its Effects On Modern Music Industry1115 Words   |  5 Pagessouthern cities like New Orleans, Houston, Atlanta, Miami, Memphis, and Virginia Beach, just like the names implies. Rap music has transformed modern music greatly during the decade of 1997 and 2007 (Dyson 61). The decade has seen the southern artists rise to both national and international prominence. The southern cities have churned up modern rap artists like Dwayne Michael (Lil Wayne), Clifford Joseph (T.I) and many others .This papers aims to examine various artists, music and scholarly articlesRead MoreHow Hip Hop Affects Society Essay2136 Words   |  9 Pagesworld. Whether it be fashion or politics, this musical genre/culture plays a huge role in everyday life and has generated billions of dollars across the globe. In this paper I will be discussing when, where, and how Hip-Hop was create d, â€Å"old school Hip-Hop, â€Å"Hip-Hop’s Golden Age†, â€Å"Hardcore rap† â€Å"Gangsta rap†, â€Å"G-Funk†, 21st century Hip-Hop, and how Hip-Hop affects society. First, we must take note that all African American music, including Jazz, RB, and Hip-Hop, descended from AfricaRead MoreBob Marley And The Wailers1654 Words   |  7 PagesReggae is a music genre that evolved from the Jamaican music style called ska, and was influenced by American rhythm and blues. Reggae contains many references Rastafarianism, which many consider the result of Bob Marley’s practice of integrating reggae with Rastafarian ideology. This paper serves to examine reggae, with special emphasis on a lyric analysis of Jamaican reggae band Bob Marley and the Wailers. The major question this paper addresses the social context that led to the dominance ofRead MoreHarlem Renaissance the Hip Hop Movement2779 Words   |  12 PagesHarlem Renaissance and the Hip-hop Movement AN OVERVIEW The Harlem Renaissance and the Hip-Hop Movement are a culmination of co-related cultural art forms that have emerged out of the black experience. White people understood black people more through their expression of art during both movements. Both movements brought about a broad cross-racial following and, ironically, in both instances brought about a better understanding of the black experience for white America. The bridge betweenRead MoreSubculture of Hip Hop: a Sociological Analysis Essay1471 Words   |  6 Pagessubculture that I will be analyzing is the Hip-Hop subculture.    Hip-Hop emerged in the 1970s in the Bronx area of New York. Keith Wiggins a member of Grandmaster Flash and the Furious Five has been credited with coining the term â€Å"Hip Hop† in the late 70’s but it is more recognized to have been started by DJ Afrika Bambaataa. Bambaattaa is credited with really starting the movement and establishing it has a legit music genre. He outlined four main pillars of hip hop culture and they include MCingRead More Hip-Hops Musical Evolution of Rap Essay3491 Words   |  14 Pagesstreets of New York City during the 1970’s and has gone through tremendous changes up until now. Hip-Hop consists of four elements: rap, graffiti, break-dancing, and the disc jockey. In this paper, I intend to fully explain the evolution of rap music, from its infancy to the giant industry it is today. Hip-Hop emerged in the 1970’s upon the arrival of a one Kool DJ Herc. Kool DJ Herc migrated to the United States from Kingston, Jamaica and settled in the West Bronx of New York. KoolRead MoreTaking a Look at Hip Hop Culture1300 Words   |  5 PagesHip Hop Culture As I was growing up in the late 1970’s, it has always been common knowledge that hip hop music and its culture originated in the South Bronx section of New York City in the early 1970’s. Since this time, hip hop has become a multi-cultural fusion of many different contributions made by several ethnic groups like Caucasians, Asians, blacks, and Hispanics, to name just a few. Hip-hop has definitely exploded within many cultures and subcultures throughout the world and within the past

Online Translators As A Pedagogical Tool - 776 Words

REACTION PAPER Online translators as a pedagogical tool At just 20 pages, Dr. Maite Correa illustrates us with her article Leaving the â€Å"peer† out of peer-editing: Online translators as a pedagogical tool in the Spanish as a second language classroom that fits well in a technological age for teaching/learning foreign languages, also, it is an appeal to professionals in research and teaching areas for rethinking the usage of new and controversial tools. The text is short and well structured around the topics of class methodologies and approaches. It contains a theoretical framework with translation and peer working learning, and also the overview of what cheating means in a language classroom. In short, Dr. Correa defines and discusses a double sharp tool with advantages and disadvantages that academic and non-academic public will be able to appreciate. On this paper, since common topics are involved in, the author starts with the definition of online translators and the complex and problematic subject of â€Å"plagiarism† at school. It is evident that if someone uses an online translator that person is not working in; it is just a copy and paste exercise, so the intellectual property belongs to the machine. However, with a research interest, if the professor uses that enemy like an ally, it would be a useful tool to learn further aspects from mother and target language. The author insists in exposing the value of recognizing intellectual rights and also how we can take advantageShow MoreRelatedTranslation Studies: The Skopos Theory1883 Words   |  8 PagesThe Importance of the Brief for a Translator under the Framework of the Skopos Theory 1. Introduction There has been a heated discussion in the field of Translation Studies with respect to where the emphasis should be put. Should it be on the source text and the sender, on the target text and the receiver or the process itself? This boils down to how one defines translation. This essay offers a critical view on the Skopos theory, which focuses on the translation process. A discussion is includedRead MoreLanguage And Academic Development And The Effective Classroom Practices1774 Words   |  8 Pagesthe background for the research study? That is, what previous knowledge did the author describe as a foundation for the study in the â€Å"review of related literature†? The background for the research study provided insight into the theoretical and pedagogical aspect of using native language (L1) with a focus on the aspects that most relate to adult ESL classes. The areas addressed were both the affective aspects of learning related to bilingualism and academic development and the effective classroomRead MoreInformation, Communication, And Technologies Essay8277 Words   |  34 Pagescomputer-based technologies. But ICTs also encompass the more conventional technologies such as radio, television and telephone technology (Usha, 2011). According to United Nations Development Programme, (UNDP): ‘ICTs are basically information-handling tools a varied set of goods, applications and services that are used to produce, store, process, distribute and exchange information. ICTs are making dynamic changes in society. They are influencing all aspects of life. The influences are felt more and moreRead MoreThe Marketing Research of Brainquiry33782 Words   |  136 Pagesthey are using bio-feedback or neurofeedback to enhance the performance of their members. It is also difficult to give estimation on how the sales will be, or future market share will be, it depends on how the bra inquiry would use the communication tools and how much they would budget for that. The German research gives an overview of a sample of contact details of doctors divided into users and non users of neuro/biofeedback. This information is to be found on the CD in the folder Germany. A listRead MoreAnnotated Bibliography: Plagiarism39529 Words   |  158 Pagesin the Romanian Journal of Morphology and Embryology had been copied from the article published in the Journal of Orthopaedic Research. Dr. Mogoanta proceeded to remove the article from the Romanian Journal of Morphology and Embryology web site and online database. He took steps to retract the PubMed entry for this article and banned the authors indefinitely from publishing in the Romanian Journal of Morphology and Embryology. He also ceased collaboration with the reviewers involved in this manuscriptRead MoreA Concise Guide to Market Research Using Spss71933 Words   |  288 Pageschapter concludes with an illustrated real-life case, demonstrating the application of a quantitative method. We also provide a s econd, real-life case with an accompanying dataset, thus allowing readers to practice what they have learnt. 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The Ethics And Values Of Healthcare - 912 Words

Ethics according to the Webster dictionary, â€Å"rules of behavior based on ideas about what is morally good and bad; ethics; an area of study that deals with ideas about what is good and bad behavior; a branch of philosophy dealing with what is morally right or wrong; a belief that something is very important.† (Merriam-Webster, 2015) My own definition of ethic is practicing kindness, respect, and fairness. Taking credit for the work you have done regardless good or bad. I believe children should come first because children are our future. The definition of values according to the Webster dictionary is, â€Å"usefulness or importance,† (Merriam-Webster, 2015) my own values are as followed treat everybody with respect and kindness. Learning from your mistakes. Don’t hold a grudge. My ethics and values are always growing and changing especially with my education more advanced and my occupation getting more diverse. My perception of the ethics and values of he althcare executives and organizations coming from my medical assistant background is that sometimes healthcare can have the hardest ethical questions around for example the major question you think of is a heart transplant who do you give the heart to a child patient or an adult patient? Healthcare executives make the hardest decisions based on ethics even worse than judges because healthcare can mean life or death. Principles of medical ethics are as followed, â€Å"The medical profession has long subscribed to a body of ethicalShow MoreRelatedThe Nursing Code Of Ethics Essay1164 Words   |  5 PagesAs described in Black, ethics and morals are defining characteristics that guide nursing care. Each play a particular role in the efficacy of each nurse and the way he or she performs within the scope of practice. Morals are established as a rule of conduct in any situation provided and once a nurse is aware of one’s personal beliefs and values, safe and effective client care can be delivered through ethical decision making. Ethical decision making involves a critical analysis of actions beforeRead MoreThe Ethics Of Ethics For Healthcare Quality Professionals1272 Words   |  6 Pagesin any type of organization. In healthcare, the outcomes are improved patient care, dedicated staff and healthcare providers, and amplified market share. It obliges leaders, managers, directors, and supervisors to have a comprehensive interpretation of the role of ethical decision making (Winkler, 2005). Ethical health care organizations have incorporated and combined ethical practices and values, continuing education on ethics for everyone involved, successful ethics substructure, and morally spiritedRead MoreSelf Assessment1447 Words   |  6 Pagesindividual decision making. 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Ethical decision making helps the healthcare professionals make the difficult choices when they are faced with an ethicalRead MoreEssay on Ethical Self-Assessment866 Words   |  4 PagesEthical Self-Assessment Paper Tiffany Renee April 19, 2011 HCS545 Health Law and Ethics Ethical Self-Assessment Paper Healthcare professionals are faced with making multi-faceted decisions on a daily basis. These decisions are not just limited to clinicalRead MoreEthics And The Medical Field Using Tissue Ownership Essay1642 Words   |  7 Pages(Cassell 2000). This paper attempts to provide a better understanding of ethics and its relationship to the medical field using tissue ownership to demonstrate how bio-medical ethical debates arise. Ethics is a branch of philosophy that deals with values concerning human conduct. These values help cultures determine what actions are appropriate and inappropriate and which motives of such actions are good or bad. Ethical values help humans decipher correct ways to handle problems. Boyd (2005) suggestsRead MoreJohn Stuart Mill Is A Famous Philosopher Who Believed That1426 Words   |  6 Pagesgreatest good for the greatest amount of people (â€Å"The Impact of Ethics in Healthcare,† 2016, p. 12). These ideas are common beliefs of utilitarianism, which is defined as the belief that a morally good action is one that helps the greatest number of people (Utilitarianism, n.d.). A good example of utilitarianism, is when requirement for children to receive vaccinations is mandatory in order to protect the population. When it came to healthcare ethical issues, Mills believed that all individuals shouldRead MoreThe Ethical Substance Of An Action1685 Words   |  7 PagesFrom a utilitarian point of view on these issues is the idea that the ethical substance of an action is determined only by its usefulness in maximizing value and minimizing destructive values as added together for all persons. Whereas deontological points of view believe that deciding how wrong or how right an action is will focus on the action itself instead of the entire outcome whether it is good or bad. To put these two views into perspective, suppose hypothetically there is a database of patientRead MoreCode Of Ethics And National And International Charters1023 Words   |  5 PagesBody paragraph – code of ethics and national and international charters. In addition to the analysis for the case study, there are code of the ethics and laws in place that health professionals such as nurses must apply, when considering what should be done for the patient at the end-of-life. According to Kerridge et al., (2013) the law and ethics are different yet interrelated, the law are compulsory regulations that health practitioners must adhere to. The code of ethics in Australia, is a guideRead MoreEthical Implications in Nursing974 Words   |  4 Pagesblood transfusions (Ethics, 2009). 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Security And Privacy Cyber Espionage - 2380 Words

1.0 SECURITY AND PRIVACY: Every business runs on customer s information, it is crucial to secure that information and to protect the customers privacy. It is always a better approach to protect them before it was stolen. It is more important to not to compromise to evil hands than any other disaster from natural devastating. It is crucial to protect the data as we cannot replace once it lost and secure our business. 2.0 HACKER S STRENGTH: Every organization think that hackers do not attack them as there is not much useful information within their organization. Advances in technology is the another strength that makes the hackers job easy than earlier. Different methodologies like targeting less educational customers, social engineering, Network attacks etc, are their another strengths. 3.0 HACKERS AND THEIR MOTIVES: †¢ who is Attacking? ï‚ § Cyber Espionage ï‚ § Industrial Espionage ï‚ § Malicious Insider ï‚ § Cyber Criminals ï‚ § Personal Attacks †¢ Where are they from? Cyber Espionage are generally who targets on national and international spying to steal bank s sensitive information, They could be someone intentionally hired by government or organizations. Industrial Espionage were who target s on competitive companies, They could be hired by organization. Malicious Insider, these hackers could be some internal employee, third party contractors, who has access to data of the internal systems. Cyber Criminals were professional individual hackers, or small groups who can takeShow MoreRelatedEssay On Cyber Espionage In China750 Words   |  3 PagesChina concerning economic espionage has been viewed with both optimism and skepticism. It’s the first agreement of any substance on the issue, which is a hopeful sign. China doesn’t enjoy a reputation of carefully adhering to international agreements and there is doubt about whether the agreement will have any practical effect on China’s behavior. Since the early 2000s, cyber espionage issues have increasingly strained U.S.-China relations. All countries engage in espionage, but China is one of theRead MoreCommon Information Security Threats1179 Words   |  5 PagesInformation Security Threats September 22, 2012 Common Information Security Threats As company’s dependence on computers and the internet increase, there are more and more threats that they face from hackers and anarchist alike. For ever solution that companies come up with to defend themselves against cyber attacks, those who wish to do harm find other means to attack, it is a constant cat and mouse struggle. If 2011 has been any indication, it is clear that everyone is vulnerable to cyber attacksRead MoreCyber Espionage And Cyber Terrorism987 Words   |  4 Pagesthat 90% of companies worldwide admits on having being unprepared to protect themselves from any type of cyber-attacks. Large corporations like Target and Hope Depot has been target cyber security breach. 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This report begins with an introduction of the topic, followed by a literature review. Moving on, two case studies specifically involving the use of Trojans and sniffers to commit espionage will be discussed. The scope of these case studies includesRead MoreWhy Snowden Is A Traitor And Not A Hero1256 Words   |  6 Pagesis a cyber-security specialist and an American hacktivist. In 2013, he leaked classified information from the U.S. National Security Agency (NSA), which revealed numerous global surveillance programs. His actions labeled him as a criminal by American government and as a hero or whistleblower by privacy activists. Snowden soon became a subject of controversy because the information he leaked fueled many debates in regards to government surveillance and the balance between information security and privacyRead MoreProblems with Ethiopia’s Unofficial Cyber Espionage Essay1038 Words   |  5 PagesEthiopia advanced in cyber espionage against its citizen’s. 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This paper is going to analyze the eight key forecasts that are related to digital crime and how law enforcement agenciesRead MoreBarry J. Delisle s The Globalization Era2838 Words   |  12 Pagesdramatically increased since the introduction of the Internet. With the world connected, cyber actors represent a very real and often underestimated threat to the United States’ ability to defend national security, protect industrial innovation, and secure privacy information. As a result of globalization, the foreign cyber actors represent the most imminent threat to national security, corporate innovation, and citizen privacy rights. The first age of globalization took place during the mid-19th century

Mudule guide Free Essays

By the end of this module, successful students will typically be able to; demonstrate the ability to critically analyse and evaluate the reality of complex IHRM and employment relations issues from a variety of perspectives; demonstrate the ability to relate theory to practice; demonstrate the ability to evaluate the relative strengths and weaknesses of selected national HRI employment relations systems; demonstrate the ability to undertake ystematic management research as required by module assessments and in- module participation, synthesise information and reference appropriately; communicate effectively verbally and in writing; demonstrate the ability to use initiative and independence in study and application. 3 Format of Delivery There is one lecture (1 hour) and one seminar (1 hour) per week. 4 How StudyNet will be used to support this module StudyNet will be used for providing lecture notes and other materials relating to each session. We will write a custom essay sample on Mudule guide or any similar topic only for you Order Now These will be accessible prior to each lecture. StudyNet will be used for all ommunication on the module. Additional reading and links to Journal articles will be put in the ‘Additional Reading folder under ‘Teaching Resources’. You should consult this folder on a regular basis as the readin supports your module. Teaching methods used on this module The module will use a variety of teaching methods which include lectures, seminars and workshops. A feature of the module is the emphasis placed upon student presented seminars. Students are expected to participate fully in the module. Prior to each session, they are expected to familiarise themselves with the lecture topic by rawing upon the detailed guided reading and to read selectively from the seminar reading list. In addition, they are encouraged to keep abreast of current events and be prepared to discuss these and their own work experiences (where appropriate) in the seminar groups. This variety of methods will enable students to effectively achieve the module learning outcomes. Students are expected to attend this module regularly as an essential part of their learning lies not only in the lecture but also in the contribution that students make to the seminar programme. If students are unable to attend, they must advise the tutors. a Module schedule and lecture/seminar information In this section you will find a week by week schedule for this module. There is one lecture (1 hour) and one seminar (1 hour) per week. Please note that there are sometimes unforeseen circumstances, such as staff illness, that may necessitate communicate these changes to you in good time. The table below provides a summary of the teaching programme. You need to consult the full schedule for the directed reading. How to cite Mudule guide, Papers

Business Marketing Experimental Learning

Question: Discuss about the Business Marketing for Experimental Learning. Answer: Introduction of the Organisation Dream city is a role play city with a purpose to attract kids around in Melbourne by focusing on experimental learning. The theme park is especially designed for the kids from 2 to 14 years of age. The theme of the park is to provide education in a fun manner. The purpose of the organization is to synchronise education with entertainment. It has its own government, transportation which provides kids with a platform to broaden their imaginary skills. Kids get an opportunity to spend a day like an adult and provide them full independence. They get to explore the career opportunities and offer the kids a platform to enjoy their fantasy. For example Dream city pilots navigate aeroplane, police officer provides a detective work, scientist work in an R D department. There are many theme parks which are operating in the Asia-Pacific. The park uses its own resources to develop the mental strength of kids and provide them a platform to expand their thought process. They have their own currenc y known as Dollaz. Mission, Vision and Goals of the organisation The mission of the organization is to expand the thought process through experimental learning. The purpose of the organization is to synchronize education with entertainment. The concept gives children to spend a day like an adult to instil better understanding in them. There purpose is to surface better opportunities in Melbourne city by benefitting the schools and communities. There vision is to create a healthy playful environment in the city by successfully implementing the business model. They want to establish themselves as a value-focused theme park by serving the needs of kids. Continuous promotion of education and entertainment creates a long term sustainable growth. Goals Their aim is to provide a meaningful contribution by creating employment opportunities for the small and large business owners. It will help in accelerating the growth in the country and gives an opportunity to the small business to elaborate their business. Situation Analysis Dreamcity is the first kind of theme park in Melbourne, Australia. There are parks with the similar concept in the other countries as well. It will create an ample of opportunity for the organization. Kids will get a platform to showcase their talent and harness their fantasy. The education Dreamcity will serve the multi-purpose by focusing on the kids from the school and various communities. Melbourne is Australias second largest city. 2 to 14 year of kids form a major part of the population. There is possible growth in the organization due to a different concept. Target customers include people from the adjacent state. Company is expected to see a positive result in the coming years. External Environment Analysis of Competitive Environment The dreamcity is based on the concept of combining the characteristics of education with entertainment which provides kids with a learning experience. A research has shown that a middle school child wants to spend their pocket money on valuable things rather than enjoying other material objects. It is reported that 7 out of 10 kids enjoy participating in the meaningful activity. There concept is unique and features various experience and products by making learning delightful. At present there is no such park in the country or in south pacific. However there are outdoor parks like Dreamworld, Science works, Movie World, Wet and Wild world etc. But they are different from the other theme park on the basis of its exclusive concept. They are the only park which is providing role play based educational model which serve both the purpose (i.e. education and fun). It is the only theme park which provides a unique experience to special kids. The park is situated indoor which provides comple te safety to the kids and their USP is minding facilities for the kids above the age of 6 years. The park is centrally located in the city and gives an option for parents to shop and do leisure activity. The beneficiaries are government, non-government organization, communities and various school care centres. Large scale organizations are also benefitted through the theme park. The park has created opportunities for different business people and educational institution. PESTEL Internal Environment Political Political environment is an important feature while establishing an amusement park. If the region is politically unstable, it will affect the industry. Any such change in the political system affects the operations of the organization. Liberal political system creates opportunities for the new organization. Economic Economic capacity and financial stability helps in deciding the future of the organization, entertainment industry is often affected by the adverse economic conditions. Australian exhibits a high standard of living. Although there is a decline in the consumption pattern in the recent times. Economic development creates a favourable environment for the organization. Social The products should be aligned as per the choice of the customers. A thorough study in the consumption pattern is necessary to fulfil the gap. The study has shown that kids are more interested to spend on valuable products rather than material goods. It has helped in broaden the overall growth in the organization. Technology Technological factor has a strong impact on the growth and development of the theme park. The park is based on technology which is essential in serving the main purpose. Most of the products at the organization are based on modern technology. Social media is another factor to promote the products of the company. Environmental Environmental protection is important to provide licensing. The company has to face pressure from the government due to increasing environmental issues. It is necessary to follow the rules and regulations given by the government. The amusement park has to follow the policies and safety guidelines by the government. Legal The amusement and entertainment industry is regulated by the law and regulations. It is governed by the government organization. The safety measures are necessary to be followed. The organization is governed by the Queensland law. Review of current marketing situation The slogan of Dreamcity is its run by kids is a unique way to attract kids. It provides a healthy environment to the kids with a very attentive staff. This will enhance the experience of kids by continuously adding the new features. The current has ample of opportunities as there is no other theme park on a similar concept. The company can grow if it focus all its resources carefully and expand its business operations in all over Australia and New Zealand. Review of current and future organisational resources The maximum amounts of resources in the company are received through the investors. Dreamcity has aligned various projects with the partners to create business opportunities for small and large investors. The future resource depends upon the stakeholders whose interest lies with the company. ROI depicts a constant growth in the company if the other factors do not change. SWOT Analysis (External + Internal) Strength 1. Brand awareness through celebrities has helped in promoting it within the Australian market 2. It has a unique concept which differentiates it from the other theme park. 3. Providing competitive strategies to all type of customers. 4. Minimum use of intermediaries has reduced the extra operational cost. Business is directly focused on customers. 5. Only type of Role play theme park in Australia 6. Low-level of competition due to its USP. 7. Concept will create awareness in the educational institutions. 8. Based on the unique concept of Social-Business. Weakness 1. A huge financial capital is required at an initial level. 2. The estimated initial cost required for establishing the park is AUD 20 million. 3. Problem in serving the lower social-economic population 4. Inability to grow in a low populated area. 5. May face difficulty in establishing theme park at Gold Coast due to heavy competition. 6. Maximum footfall can only be 1800 per day due to constraint in the size. Opportunities 1. Possibility of economic downturn due to increase in consumer spending. 2. Different educational concept apart from the traditional method. 3. Improvement in the use of technology to provide high end operations. 4. Growth opportunities in the other major cities. New Zealand has a high opportunity. Threat 1. Potential threat from the other theme-parks. 2. Strong publicity through celebrities causes extra cost to the organization. 3. Any change in the education regulation and government policies may cause problem to the organization. 4. Potential entrance of other international companies. 5. It is difficult for providing facility in the geographical location. Critical Issues There are issue from the other amusement parks which are located in Melbourne. The company may find difficulty in initial establishment. The initial capital is very high which is difficult for the organization to procure. There are various theme parks which are already working in Melbourne and nearby states. It is difficult for the organization to compete against those amusement parks which are already established from a long time. There are threats from the international theme parks which are planning to establish in Melbourne due to favourable economic condition. The cost per kid is very high which may impose restriction. This may impact the lower socio-economic group. The serious competition from the other competitors like Dreamworld (Outdoor), Science Works (Different Concept) Movie World (Outdoor), Wet n Wild World (Outdoor), Sea-world (Outdoor), Aquarium etc are posing threat to the existence of the organization. Marketing Objectives (Sustainable and Achievable) The main objective of the organization is to create a sustainable environment which ensures continuous growth. The marketing objective involves promoting the organization through celebrities. The target audience is the kids under the age group of 2 to 14 years. the marketing and media campaign will take place in two phases. The pre-launch campaign consists of launch of the product focusing on the targeted audience. There is a necessity to create brand awareness campaign to restrict the competition in the current Australian market. The amusement park will be launched on Easter. It is essential for the organization to create hype around the city through different manner. The product is majorly launched to serve the needs of the children as well as school teacher from various backgrounds. The marketing strategies focus on building a strong brand base by promoting the vision, mission and goal through media campaign. Social media is an important tool to promote the brand name. It is a strong medium to create awareness and attract the target customers. The total marketing budget is $ 8000,000 which includes all the cost incurred in launching the product. Marketing Strategies Market / Demand Potential The current Australian market has lot of potential. The market study shows an ample of opportunities in the entertainment industry. Dreamcity is based on a unique concept which differentiated it from the other theme park. The domestic and international kids in Melbourne are 3,598,860/year. The organization assumes a foot-fall of .98% per year. As per the tourism department it is forecasted a domestic visitor nights is 66.1% for the year 2016-17. The company will see an excess demand from the domestic as well as the international customers. Apart from the other competitors the brand has its USP which will help in making a direct sale to the customers. The brand has considered the opportunities which the other competitors are not providing. Target Market with reference to Ansoff matrix, Segmentation and Targeting The new product has to see different strategies which will help in their continuous growth. The brand has to compete with various other competitors which are difficult to manage at an initial stage. Hence it needs to form a strategy which is based on sustainable development. Ansoff matrix is continuous development of the product through various strategies like market penetration, product development, market development, and diversification. Dreamcity is launching a product which is based on combining education with entertainment. It is the only theme park which is providing differential services. Segmentation is the technique through which the entrepreneur focuses on the target customers the market is divided into various segments. Here the company has its target focused on the kids. To serve the purpose it has designed its product focusing on their needs. The main target of the company is the kids from the age of 2 to 14 and their parents. This has not only targeted the customers but the business organization as it has created opportunities for the other organizations as well. Targeting is business strategies which focus on particular customers. Here the target customer is the kids from 2 to 14 years. It is focused on creating the opportunities as per the available market conditions. The current market has opportunities in terms of growth. It has not only targeted the kids but has created business opportunities for the small and large organizations. Product Strategies The product strategy defines how the product is different from the other in the market. It is very difficult to manage the functions in the market. Dreamcity is based on the unique concept which differentiates it from the other parks. They follow a differentiation strategy by bringing the concept of educational theme park. It is necessary for a company to focus on their product strategy to retrieve the maximum result. Pricing strategies Pricing should be done keeping in mind the people from every walk of life. The price should be convenient and approachable. It should not restrict the purpose of the organization. Socio-economic condition should not restrict the kids from the other organization. The brand should provide discounts and special privileges to those who cannot afford. The unique selling preposition and theme distinguishes it from the rest of the brands present in the country. Pricing should be reachable and realistic keeping in mind the other competitors. Positioning Strategies Positioning strategies focus on creating a position in the market. Marketing strategies should focus on creating a distinguished position. Dreamcity has a distinguished realistic product which will provide kids with an insight to elaborate fantasy through different games. These strategies will help the brand to establish a brand name within a short time period. Brand positioning plays a key role in deciding the future of the organization. Brand has to focus on developing its functions through continuous innovation. Processes (Extra Ps for service industry) A process helps in stimulating continuous growth within an organization. Organization strength depends upon the type of procedure it has adopted to deliver it to the customers. A strong process helps in accelerating the growth in the organization. Dreamcity is building on providing a unique service which is designed specifically for the kids. It needs to focus on delivering a learning experience to the kids. Safety should be given more preference while creating a strong process. People (Extra Ps for service industry) People in the organization define the status of the organization. A strong team helps in the growth and provides sustainability. Dreamcity has excellent workforces who are focused on serving the goal of the organization with utmost safety. Kids are handled carefully by the attendant and special attention is given to the special kids. The attendants are well-trained and work constantly keeping in mind the welfare of the organization. Physical Evidence (Extra Ps for service industry) There is an excess competition in the same industry. It is only the brand quality and USP which focuses on decreasing the competition. It has to focus on strategy by introducing innovation. An organization can only grow if there are fewer competitors. There is at present no other competition in the industry which is providing the similar industry. Physical evidence is a main part of the marketing mix which focuses on cutting the competition from others. Gold coast has many theme based park which has created excess competition. There is a necessity to ensure sustainable growth within the required time-frame. Communication or Distribution Strategy Communication channel are essential to propagate information related to the product and service. Dreamcity has already allocated a sufficient budget towards the marketing procedure. It is necessary to create hype about the product by choosing a proper channel. The company has allocated a budget for its pre and post launch. The company has its distributed channel by focusing on the continuous growth through the process. Budget The company has a marketing budget of - $800,000. The budget is especially for the pre-launch strategies. It has allocated budget for its launching as well. It is essential for a company to implement a strong plan to achieve maximum result. Timeline of Action Pre- launch campaign has started from June 2016 with a motive to focus on the potential investors and partners. It has a target to create product hype through product promotion at nearby places to attract customers. The media campaign for Dreamcity will be launched as soon as possible. The launch campaign will start after the Easter holidays. It will start its operations on Easter. The company will start working from 2017. The Melbourne Park will start from Easter in 2017. Control and Review Mechanisms The company has strong review mechanisms which keep a direct control over its operations. The mechanism is directed to procure the maximum result in the initial year of operations through regular campaigning. It is following a coordinating system which solves the purpose to get the regular benefit in the coming years through strong completive system. They are constant focusing on policies which focus on increasing the profit with a systematic mechanism. Quality assurance is there prime focus which ensures constant growth within an organization. Profit and loss projection (2017, 2018, 2019) The following is the forecasted profits a company is expecting in the coming years. If it keeps all the other factor constant. The profit and loss statement depicts the profit earned by the company in the coming years. Development 3 4 5 2016 2017 2018 2019 Target footfall (approx.) 34848 38332 42165 Revenue Revenue $ $1,568,160 $1,724,940 $1,897,425 Total Revenue $ $1,568,160 $1,724,940 $1,897,425 Costs Salary $24,000 $178,010 $195,811 $215,392 Non Salary: Corporate social responsibility $ $25,000 $25,000 $25,000 Marketing budget $250,000 $750,000 $605,000 $500,000 Other direct costs $ $450,000 $500,020 $525,000 Total costs $274,000 $1,403,010 $1,325,831 $1,265,392 Net Profit $274,000 $165,150 $399,109 $632,033 Net profit margin $ 0.105 0.231 0.333 Financial summary There is major investment in the brand promotion which involves the maximum budget of the company. The approximately footfall per year is taken as 34848; it is assumed that there will be a rise in 10% every year. The net margin is increasing every year. Enrolments are as follows: 2017-34848 2018-38332 2019-42165 Financial model assumptions All the calculations and figure are assumed whereas certain figures are taken from the given information. There is an increment in the profits of the company due to continuous promotion. The ticket charged from each customer is $45. The net profit margin= net profit/total revenue. It is assumed that there will be a constant growth at 10% every year keeping other factors constant. Return on Investment Formula for Return on Investment= Net Profit/ Total Investment * 100 The initial capital investment on the theme park is estimated to be AUD 20 million It is assumed that the total investment per year is constant i.e. AUD 20 million. It is expected that the ROI is increasing every year if the other variable situation are kept constant. 2017 $165,150/$2000000*100=8.25% 2018 $399,109/2000000*100=19.9% 2019 $632,033/2000000*100 =31.60%