Essay about The Mosaic of American Culture, Its No...

The Mosaic of American Culture, Its No Melting Pot Culture is a behavior that consists of several critical elements, such as language, religion, race and ethnicity, clothing and politics. Culture is what one does in his/her daily life. In order to understand others, we must first keep in mind that every culture carries its own set of values and assumptions. Culture is an evolving, ever changing civilization, which includes several different groups people. For immigrants, America is a land of opportunity; for others it is just the best country in the world because of its economic success and/or its democratic political system. Americans usually value independence a lot, believe in equal opportunity, and have a direct communication†¦show more content†¦The mosaic depicts a society in which various communities maintain their religious, culinary, and cultural particularities, proud and knowledgeable about their specific traditions while recognizing that they are integral parts of a more encompassing whole. The communities are, a nd see themselves as constitutive elements of a community of communities, the society. Moreover, they have a firm commitment to the shared framework. We came on different boats, but we now ride in the same ship, to draw on a popular saying. From the term Mosaic we get a picture that America has a structure of different cultures. ?The mosaic implies a contiguity of fixed, self-sufficient, utterly distinct cultures. Multiculturalism, as it has been practiced in the United States in the past 10 years, implies the existence of a central culture, ringed by peripheral cultures. The fallout of official multiculturalism is the establishment of one culture as the norm and the rest as aberrations.? So I agree that the American civilization is composed of diverse cultures. Chicago serves as the best example for diversity. If we walk down on Devon Street, the area, which is located between western and California serves many communities. You could see Indian, Russian, Pakistani and Jewish shops, all side by side. When looked in closely shop-by-shop we see different cultural shopkeeper carryingShow MoreRelatedThe Melting Pot By The American Dream Essay1660 Words   |  7 Pages Since the great land of North America had been conquered by the British, it had been called as a big â€Å"melting pot† for many years. Wave after wave of immigrants with different ethnic backgrounds, birthplaces, cultures and heritages moved to this fresh, new land for an identical purpose ---- the divine â€Å"American Dream.† Generations of immigrants who have different faces and skin colors melted and reformed together in this homogenous broth. They cast of their unique cultural identities during theRead MoreAnalysis Of Lyndon B. Johnson2020 Words   |  9 Page sfed from so many sources--because it was nourished by so many cultures and traditions and peoples.† President Johnson was referring to the rich cultural history that America is privileged to have as a result of immigration. America is a country of immigrants. A stroll in any major city will quickly reveal the multifaceted culture that is America. While historically the United States has been labeled a â€Å"melting pot† where all cultures have come together to create one, a more popular, and in my opinionRead More Sociology of Racial and Cultural Groups Essay1431 Words   |  6 Pagessubjective. The scope of this analysis is small (micro) as opposed to the macro aspects of social institutions and their harmony or conflict. Criticism of this theory is that the focus on everyday interactions neglects the important roles played by culture and social structure as well as the critical elements of class, gender and race. Throughout the history of immigration there have always been people (nativists) who have been opposed to an open immigration policy. On the other hand there haveRead MoreAmerica s New Immigration Laws1828 Words   |  8 Pagesrestrictions have been created to limit the immigrant presence in modern day. All these bills and procedures are being put in action against immigrants, when immigrants are in fact beneficial to America due to their contributions to the economy and culture. To begin with, immigration is constantly affecting the economy. Immigration has improved numerous towns industrialization nationwide. Immigrants are important to our country because without them, you would ruin a lot of newly industrialized townsRead MoreEssay on National Security Strategy Comparison1175 Words   |  5 PagesCollege Distance Learning Maxwell AFB, AL The Security Strategy of the United States has marked similarities and differences to the Security Strategy of Europe. This can be effectively traced to the similarities and differences between the two cultures themselves, particularly in the cultural factors of religion, modernization, ethnicity/nationalism, and geography. The US and Europe have different responses to the modernization of warfare from traditional (ships, armies, tanks, aircraft) to â€Å"asymmetrical†Read MoreInfluence of Immigration on the American Culture and Language14362 Words   |  58 PagesInfluence of Immigration on the American Culture and Language CONTENT Introduction †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. The Main Part †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Chapter I In Search of America †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1.1. America: Its Image and Reality†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 1.2. The Reasons of Immigration to the USA†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3. . The Importance of Religious Beliefs: â€Å"One Nation under God † †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Chapter II The Nation of Immigrants†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 2.1. American beliefs and values†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Read MoreEssay about The Americanization Of Canada676 Words   |  3 Pagesexamine a few areas. First is the media, which is constantly bombarding Canadians with images and values of American culture. Through the images we see Americans constantly fighting, either in aspects of global policing in their own backyard with Americans killing Americans. Through situation comedies and news we Canadians are hit with a whole other value system not of our own, saying its okay to fight to solve our differences. The second aspect of the social identity is sports. This is quite financiallyRead MoreIs Trump s Executive Order On Refugees - Separating Fact From Hysteria?1115 Words   |  5 Pages‘Trump’s Executive Order on Refugees — Separating Fact from Hysteria.’ And I wanted to refute this article. Indeed, the writer was claiming that first, given the terrible recent track record of completed and attempted terror attacks by Muslim immigrants, it’s clear that our current approach is inadequate to control the threat. Second, green-card holders have been through round after round of vetting and security checks. Third, While the Syrian Civil War was raging, ISIS was rising, and refugees were swampingRead MoreThe Pros of Multiculturalism595 Words   |  2 PagesThe most important characteristic that distinguishes different nationalities from each-other is culture: â€Å"the ideas, customs and social behavior of a society†. With his inherited culture, every person represents the place where he comes from. He represents the tradition, lifestyle, values which make this nation unique and distinguishable. As the world develops and society progresses, it is easier for people to move to different countries to find a new job and have a better life. This is one of th eRead MoreCanad A Beneficial Thing1693 Words   |  7 PagesBy doing this they accepted the values and dignity of all Canadian citizens regardless of their racial or ethnic backgrounds or religious beliefs. Rather than Canada seeing it’s self as a â€Å"Melting pot† like the Americans (where all cultures are expected to blend into one dominant culture), Canada sees itself as a cultural mosaic. Canadians have chosen to embark on the path of ‘multiculturalism’ that recognizes the importance of respecting, preserving and sharing cultural traditions. Through Canada’s

Liberal Democracies Vs. Liberal Democracy Essay - 1142 Words

Liberal democracies, are defined as the system in which governmental body operate under the principle of individual rights and work to protect them regardless of religion, sect, ethnicity etc. Liberal democracies are thought to be secular in nature and generally do not account for religions or ethnicities rather they promote a certain nationalistic perspective throughout the state. Laws are made through majority vote in the parliament and are meant to be logical in nature rather than derived from sources like religion, culture, traditions etc. However, in some parts of the world such as Middle East, people value their sectarian or ethnic identities more than nationalistic values. So a debate emerges around the openness of democratic system to religion. Although Ethnocracy offers short term solution for some countries like Syria, yet the system should be based on liberal democracy that work on the principle of â€Å"State nation† that protects core values of democracy and accou nt for religions as well. Ethnocracy is a system that only allows political parties based on ethnic, religion or sectarian identities to participate in the elections and individual choices are ignored. This system is applicable in some countries like Lebanon where after widespread conflict between different groups, it has been authorized that three parties based on Christians, Sunni Muslims and Shia Muslims can only participate in elections and people have to tie with any of these groups. There are quotasShow MoreRelatedLiberal Democracy Vs. Totalitarianism1198 Words   |  5 PagesLiberal Democracy versus Totalitarianism â€Å"Who controls the past, controls the future; who controls the present, controls the past† is the slogan of the Party in Orwell’s â€Å"Nineteen Eighty-Four† (1949). In other words, in a totalitarian society, the government controls the past and the future by controlling the present; force the society and disrespect the individual rights are the main power of the government. There were some examples of the totalitarian societies. However, there was more examplesRead MoreApathy And Its Impact On Society850 Words   |  4 Pagesis that it is the ‘real’ will of each citizen, and thus fuses personal with political liberty. For this reason, Rousseau rejected representative democracy as it existed in Britain at the time – it is impossible, he maintained, for one person to represent another. In 1789, the French revolution proclaimed the doctrine of popular sovereignty (democracy) as the foundation of legitimacy for all modern governments, which meant that apathy, in the sense of a purely private life, without any politicalRead MoreThe Importance of Diverse and Democratic Schooling Essay881 Words   |  4 Pagespromote democracy and diversity in my teaching practices. In order to promote diversity and democracy it is important to first define these terms. Diversity is that which is inherent in all humans. It is composed of the major and minor, physical and intangible differences that make us all individuals. It is a concept which invades every aspect of life: it is seen on the global scale in the differences between various nations (democratic vs. communist governments vs. dictatorships vs. monarchies)Read MoreThe 1953 U.S. Intervention in Iran Essay2219 Words   |  9 Pagesexamine the actual confrontation with the Unites States and Iran during August of 1953, to understand if there were any true characteristics of a war. Also, we will take a look at the countries involved to see if they themselves qualify as a liberal democracy. Finally, we will attempt to exhibit any link between the U.S. intervention with Iran during 1953 and the democratic peace theory. But first, in order to gain a sense of the situation in Iran during 1953, it is essent ial that we examine a historyRead More â€Å"Hooray for the Underdog!†1729 Words   |  7 Pagesstation change and it was not an individual situation, but it’s was predicated on an entire nation? Usually underdogs never have the support to help their ideas and view to be noticed. One author took one this a underdog, America and showed how democracy in a new world can change society into a radical society of equality. When we are being bullied, it’s always nice to have someone to stick up for us during our time of need. Usually we do have someone who cares enough to stand up for us, but SometimesRead MoreThe Constitution Of The United States Essay2016 Words   |  9 PagesPaper Over time the democracy in the United States has changed a lot. On 1796, democracy was first ratified when George Washington published his farewell address, marking one of the first peaceful transfers of power in american history and cementing the country’s status as a stable, democratic state. I will be talking about the different types of democracy in the United States, how democracy has changed for the United States, and even go into detail about how democracy can benefit a country hasRead MoreLiberalism Is The Root Of Our American Soil Essay1217 Words   |  5 PagesWe have all heard the terms â€Å"right wing conservatives† and â€Å"left wing liberals,† but many people are not quite sure which wing is correct. Although both sides have good arguments for separate issues, in my opinion, liberalism should be guiding our thinking when it comes to our economic ways, and political rights; liberalism is the root of our American soil. Many people believe that stee ring away from liberalism is the right way to create change, and build upon our freedoms, but by returning to whatRead MoreFreedom: Sharon and Port Hurom Statement Essay1277 Words   |  6 Pagesthe administration of justice; the genius of the Constitution (especially the clause reserving power of the states); and the market economy as the single system compatible with freedom . . .Communism is named as the named as the greatest threat to democracy. (1) Despite the libertarians eventually being forced out from the YAF, the â€Å"Sharon Statement† shows how the core of the libertarians influences the Statement. The Statement appealed to the various Conservative factions by staying with narrow boundariesRead MoreWho Stole The American Dream?756 Words   |  4 Pagespaints a clear and accessible but grim portrait of how economics, politics, power, and democracy have vastly changed in the United States. I agree with Smith that wealth and power inequality are extremely harmful . That a few individuals have prospered at the expense of the many is extremely unethical and unjust. I appreciate his critique of the current system, and historical perspective regarding how democracy has been systematically and intentionally eroded by corporate interests. I am conflictedRead MorePolitical Idelogies: Differences Between Liberalism and Conservatives1460 Words   |  6 Pagesthere. I am wishing you a happy reading. It is very shocking for me that liberalism has been around since the fourteenth century. I wonder how that time must have been like. Liberals believe more in the individual and the desire to construct a society in which people can satisfy their interests and achieve fulfillment. Liberals have a more optimistic view of human nature. I believe that humans are self seeking and self reliant creatures but we are governed by reason which provides the possibility for

Serial Killer Free Essays

Do serial killers have the same motive for killing? In â€Å"What Makes a Serial Killer† by La Donna Beaty, she composes an informative argument providing characteristics of a serial killer. She bases her argument on what makes a serial killer according to information gathered from eight different sources. According to the theories that she has provided, society, family atmosphere, mental illness, and excessive use of alcohol are the characteristics that make up a serial killer. We will write a custom essay sample on Serial Killer or any similar topic only for you Order Now Can these characteristics mask all serial killers? Beaty provides evidence that suggests what might make a serial killer, but, she doesn’t state what she thinks defines one, which makes this essay more of an essay to inform. In order to make her point, the author quotes many theories from various books and researches. Each time she mentioned a new theory, she would provide a quote from one of the eight sources to prove her statement. When Beaty stated that â€Å"one of the most common traits that all researchers have noted among serial killers is heavy use of alcohol† (4), she followed it with evidence from research done by Donald Lunde. Throughout the paper, she provides a substantial amount of evidence pertaining to what could possibly make a serial killer but, the evidence is from another person’s point of view; not her own. She backs up each topic sentence with an amazing amount of evidence that could make the reader believe that she knows what defines a serial killer. In her fourth paragraph, she mentions that â€Å". . . many murderers are the product of our violent society† (Beaty 2). She backs that up with five quotes from two different researches: Our culture tends to approve of violence and find it acceptable, even preferable, in many circumstances (Holmes and DeBurger 27). According to research done in 1970, one out of every four men and one out of every six women believed that it was appropriate for a husband and to hit his wife under certain conditions (33). . . . It is estimated that by the age of eighteen, the average child will have viewed more than 16,000 television murders (34). Some experts feel that children demonstrate increasingly aggressive behavior with each violent act they view (Lunde 15) and become so accustomed to violence that these acts seem normal (35). (Beaty 2) Although each topic sentence has evidence that backs it up, she fails to answer her own question: â€Å"what makes a serial killer? † The major claim in this essay is that there are different theories that can explain why a serial killer goes around excising â€Å"his revenge on an unsuspecting society† (Beaty 5). Every paragraph after the third points out a different theory about why â€Å"ambitious human beings† (2) turns into a serial killer. She points out that â€Å"murderers are a product of our society [because] our culture tends to approve of violence and find it acceptable, even preferable, in many circumstances† (2). Also, Beaty states that â€Å"the family atmosphere into which the serial killer is born† (2) could be another reason why serial killers kill because they â€Å"never established a good relationship with the male figures in their lives (Ressler, Burgess, and Douglas 19)† (qtd. 2). Besides the two mentioned theories above, Beaty states that mental illness and excessive use of alcohol can be the leading factor to why serial killers kill. The weak point in this essay is that her conclusion contradicts with her introduction. Her thesis statement is â€Å"what makes a serial killer? † (Beaty 1) but she concludes her essay with â€Å"we may never know what causes a serial killer to [kill]† (5). Instead of answering her thesis, she contradicts it with her conclusion. What really stood out was the fact that Beaty was successful at incorporating many different sources into her essay. Following each theory are at least three quotes from the sources that she used. When she mentioned that â€Å"one of the most common traits that all researchers have noted among serial killers is heavy use of alcohol† (4), she followed it with four different documented sources: Lunde found that the majority of those who commit murder had been drinking beforehand and commonly had a urine alcohol level of between . 20 and . 29, nearly twice the legal level of intoxication (31-32). Additionally, 70 percent of the families that reared serial killers had verifiable records of alcohol abuse (Ressler, Burgess, and Douglas 17). Jeffrey Dahmer had been arrested in 1981 on charges of drunkenness and, before his release from prison on sexual assault charges, his father had written a heartbreaking letter which pleaded that Jeffrey be forced to undergo treatment for alcoholism, a plea that, if heeded, might have changed the course of future events (Davis 70,103). . . . A 1979 report issued by Harvard Medical School stated that â€Å"[a]lcoholism in the biological parent appears to be a more reliable predictor of alcoholism in the children than any other environmental factor examined† (qtd. in Taylor 117). While alcohol was once thought to alleviate anxiety and depression, we now know that it can aggravate and intensify such moods (Taylor 110). (Beaty 5) The fact that she used so much evidence to back up each topic sentence was the strong point of her essay. Uncertainty of how Beaty would define a serial killer lurks throughout the essay. Beaty ended her introduction with â€Å"what makes a serial killer? † (1), but leaves the question unanswered. This leaves the reader puzzled because upon reading this essay, the reader is looking for the author’s view of what really defines a serial killer. When coming across the conclusion, does the reader know how the author would define a serial killer? No, because she concludes that â€Å"we may never know what causes a serial killer to [kill]† (Beaty 5). The last sentence of this essay states that Ted Bundy said â€Å"most serial killers are people who kill for the pure pleasure of killing . . . † (Beaty 5). This leaves the reader with the impression that this essay was written mainly to inform readers of the results from researches done about serial killers rather than answering â€Å"what makes a serial killer? † (1). How to cite Serial Killer, Essay examples Serial killer Free Essays Jeffrey Dahmer was no ordinary criminal. He was the type of serial killer that most people fear. He was able to prolong his killing spree because he was calmed, very intelligent, and nice looking man. We will write a custom essay sample on Serial killer or any similar topic only for you Order Now This got him out of the trouble he most desperately need when you’re a serial killer. He started his killing when he met and picked up a hitchhiker named Steven Hicks. He took Steven At this time Dahmer was living with his parents in the upscale community of Bath, Ohio. This is where Steven Hicks had sexual intercourse they also drunk beer a hung out together until one day Steven decided to leave Dahmer, so Dahmer decided to kill im, which he did. His second victim was not killed until 1987. The reason there is a wide gap between the next 12 killings is because he took time out to go off to college, however he only lasted a semester until he flunk out due to getting drunk all the time . He then decided to go to the service but he was discharge due to alcoholism this is important because every last case against him had some form or shape of alcohol to do with it including The next 12 gruesome murders you could imagine. He selected his victims by going out to gay clubs and bars, one by one he picked the guys up and to his apartment. While there he perform exotic sex moves, which included the victim to be hand cuffed to have sex, but afterwards all hell break loose the victim is cut, stab and strangle till his deaf. But it don’t stop there he also perform sex on the corpse this sick individual needed to be off the street fast. Jeffery Dahmer slipped thru Milwaukee city police but was eventually caught. It all happen when two police officers spotted a naked man handcuff. That naked man explained to the cops he was trying to get away from this strange man. The cops went to the strange man apartment which happens to be no other than Jeffery Dahmer. During this situation Dahmer remained calm until one the officers went into his bedroom to get the key to the cuffs. What the officers seen instead was naked dead people pictures, immediately afterwards they decided to place him under arrest. He was sentenced to 15 consecutive life terms or a total of 957 years in prison. Jeffrey Dahmer was killed in prison by this schizophrenic man named Christopher Scarver On the morning of November 28, 1994, , the guards found Dahmer’s head crushed and Anderson’s fatally injured body nearby. A bloody broom handle seemed to represent Scarver’s statement on the subject. Jeffrey Dahmer was pronounced dead at 1 A. M. How to cite Serial killer, Papers

Sale Turnover In Face Of Strong Competitors -Myassignmenthelp.Com

Question: Discuss About The Sale Turnover In Face Of Strong Competitors? Answer: Introducation Uber Eats is an online food delivery chain operates in various parts of globe since 2014. It was launched by the Uber Technologies with the motive of providing varieties of food dishes to public from their favourite restaurants. Consumers can place their orders on the Uber Eats official website or through smartphones. Uber Eats has provided the facility to its consumers to place the orders on mobile applications which are available for both Android as well as for iOS users. In order to provide better services to its target audience, company claims that the maximum time will be 30 minute for delivery of their orders. Prior to UberEats, it was established with the name of UberFRESH but later on in 2015, it was renamed to UberEats. The company has tied up with dozens of hotels in order to provide better products and services to its target audience. The facility introduced by Uber Technologies in the name of UberEats is useful for the food lovers and for the people who love to try the ne w dishes. In Melbourne, UberEats services were introduced in 2016 and from then, company has gained effective goodwill in the market along with development of effective image in the target market. With the help of Uber Eats, consumers can place orders from mobile application and with the help of companys official website. Along with placing the order, organization also offers various services such as online payment facility, discount offers for regular consumers and by providing the delivery address to the company, users can get the foods at their doorsteps only within the time claimed by the organization (Chung, 2012). In the present scenario, UberEats presence is very less in the international market and Melbourne is the first city in Australia and third city across the globe under which UberEats provide its facilities. The primary objective of the concern is to expand the network of the organization and for the same, marketing management and digital communication plan will be developed in this report (Uber Technologies, 2018). Research methods For evaluating the demand of the online food delivery services in the international market with the objective to expand the business of the company, primary and secondary methods of research has been used. Primary research methods are known as the tools used for collecting the fresh data while secondary research method includes the utilising the existing data and information analysed by researchers, philosophers, newspaper agencies, consultancy services, etc. Collection of data could be done with the help of available methods i.e. qualitative and quantitative research methods (Ters Mkel, 2012). Qualitative research methods provide numerical data and information in relevance with identifying the demand of the services rendered by the organization. UberEats is engaged in providing food dishes to the public from the local restaurants. In this research method, organization has used the tools such as such as survey, questionnaires and the feedback forms. With the help of these techniques and tools, organization will be able to analyse the demand of its target audience. Along with this, it also helps the organization to identify the external market environment along with the details regarding its primary competitors. Outcomes from the research methods could be utilised for increasing the effectiveness of the company as well as these could also be utilised for meeting up with the consumers requirements. Consumers are an essential part especially for the service oriented organizations, thus, rendering the customer-centric services will help the organization to attain its desired go als and the objectives. Qualitative research method is being used before introducing the services in the market while the reset methods are used after introducing the services and for increasing the effectiveness of the services. These are also helpful in order to modifying the products and services along with fulfilling the consumers requirements. These outcomes are also effective resources through which the competitive advantage could be attained (Rose Larsen, 2013). Quantitative research method includes the telephonic survey, email survey and the physical feedback forms, etc. and all these techniques are implemented after introducing the services and products in the target market. This type of research method is generally used by the restaurants, hotels and other service centric companies. This research method analyses the requirement to amend the strategies used by the organization for developing or rendering the services. With the help of suggestions, organization could be able to identify the upgraded and advanced strategies through which the organization could be able to fulfil its objectives and desired goals (Neuman, 2013). The secondary research method is the process which utilises the existing data and the information from the sources of journals, articles, newspapers and through other sources such as internet, books and the like. While utilising the secondary source of information, it is necessary to determine the authenticity of the information so that the appropriate decisions could be taken in order to increase the efficiency of the organization (Palinkas, Horwitz, Green, Wisdom, Duan Hoagwood, 2015). Current value analysis This technique is used to determine the perceptions of the target audience in relevance with the products features, usefulness and the products effectiveness. This technique is also useful for evaluating the attributes of services. As UberEats is rendering the delivery services to its target audience with the objective to reduce their efforts of approaching to a restaurant for the purpose of carrying the food till their doorstep. For making this procedure better and easy, Uber Technologies have introduced the UberEats in Melbourne and it is also available in other parts of the globe with the motive to provide the facility to the audience through which they can get whatever they want to order from their nearby or away restaurant within a certain period of time. Uber Eats have tied up with various restaurants for the same objective. Primary strengths of the company are prompt delivery from the restaurants and from other local food chains. Apart from this, company claims 30 minute deliv ery which helps the users to get their ordered items within an appropriate period of time. UberEats provides its users to access the best varieties of food available in the particular market from all types of restaurants (de Silva?Sanigorski, Breheny, Jones, Lacy, Kremer, Carpenter Swinburn, 2011). The services of UberEats are available at few locations while their objective is to expand the services at every corner of the world in order to provide them the best quality of foods from huge range offered by the restaurants (Booth Whelan, 2014). UberEats could also utilise the available marketing and promotional strategies in order to uplift the organizational performance along with generating the opportunities for the organization to expand their network. With the enhancement in the organizational effectiveness through increasing the various options for the consumers, organization could also provide attractive offers and discount codes in order to retain them. Melbourne city is very wide city and it is majorly known for varieties of food dishes along with the attractive locations. UberEats is operating through contracting with the famous restaurants and other food chains available in the market. Consumers could use the mobile application and companys website for accessing the food ranges provided by restaurants (Zhang, Zhang, Wang, Law Li, 2013). After placing the order, it is the duty of the venture to deliver the consumers orders on time and within the time limit claimed by them in order to gain the confidence and for de veloping positive image towards the company (He, Zha Li, 2013). Above mentioned functionalities and the strategies could be used for approaching the target audience and for enhancing the organizational business. In order to analyse the consumers perception towards the organizations services, value position framework could be utilised along with evaluating the services rendered by its competitors in order to analyse the organizational position in the competitive business environment. There are numerous online food delivery companies are already available in the market and in these circumstances, UberEats needs to perform required strategies for evaluating the strengths and weaknesses of its competitors in order to adopt the strategies for gaining the competitive advantage along with setting up an effective image in the target market. Value position framework In a value position framework, numbers of attributes are involved in this framework through which the effectiveness of the product or service introduced by the organization could be measured. These are economic value, emotional value, functional value, end value and symbolic value (Garti McClements, 2012). Functional value: UberEats is an online food delivery company which helps the consumers to get their desired food dishes from their favourite restaurants within a certain period of time. This reduces the efforts of the consumers as well as it helps them to get their favourite dishes at their doorstep without going out. It also helps them to save the fuel cost as well as it also saves their time (Edwards, McKinnon Cullinane, 2010). Economic value: The services provided by the UberEats are economic as well as time saviour. This service is also found as the innovative and unique which helps the organization to gain large customer base (McLachlan, 2013). Symbolic value: Organization should also consider the cultural and social responsibilities in order to increase the effectiveness of the organization. This also helps them to reduce the chances of glitches which could be found in the functionalities of the organization by non-fulfilment of the policies (Hyun, Kim Lee, 2011). Emotional value: Emotional value of the services rendered by the organization are high as these are capable enough to uplift the organizational performance through providing offers and other discount related schemes to the target audience (Chiu, Wang, Fang Huang, 2014). Marketing Promotional Plan It is a tool through which organization could set up an effective position in the target market along with spreading the awareness amongst the target audience in relevance with the organizational products and services. This plan includes various elements such as objective of implementing the marketing plan, target audience, competitive analysis and the promotional strategies, promotional mix as well as the sources of media and the advertisement through which organization could be able to utilise the available market opportunities with the motive to increase the efficiency of the organization along with the attainment of the goals and the objectives (Zhang, Ye, Law Li, 2010). Primary objectives related to the marketing and promotion plan is to increase the demand of the organizational services in the target market along with the development of an effective image in order to gain an adequate competitive advantage. This will create a positive image of the organization in the target audience along with the communication amongst them will also be strengthen. In the marketing and promotional plan of the organization, various objectives such as spread the awareness amongst the public as well as to attract them towards the companys services with approaching them with unique promotional and advertisement techniques (Moodie, Stuckler, Monteiro, Sheron, Neal, Thamarangsi Lancet NCD Action Group, 2013). Target market The primary target market for the UberEats is to provide the people of Melbourne a treasured experience with the qualitative and enriched food dishes from a wide range of top rated restaurants. Their motive is to provide the access the menu and the range of food dishes provided by the restaurants through a mobile application and through the companys official website. Along with this, it is also essential through which the expansion of the organization could be done in most parts of the globe. Expanding the business of UberEats is another major goal in order to attain the companys desired targets (Nestle, 2013). Apart from this, major target audience for the organization will be food lovers and the people who love to taste the varieties of food dishes available in the market. Online food delivery system helps the people to get their preferred dishes at their doorstep without wasting time. Teenagers, people age 18-25 and the people at their workplaces will be the major target market for the organization. This will help them to increase their customer base and from the perceptive of approaching them, trending promotional and advertisement techniques will be used. Outcomes oriented from the segmentation activity could also be used for increasing the customer base of the organization. As UberEats is focused towards the top rated and exclusive restaurants of the market, it is necessary to understand the market conditions and the purchasing power of the consumers before approaching them. Thus, they should focus over approaching the premium segment of the audience. Apart from this, lower and middle class segment could also be targeted when the company will increase its partnership with more number of restaurants (Sharma, Teret Brownell, 2010). Promotional mix elements This is a crucial part of promotion and marketing plan through which organization could attain its desired goals and the objectives. Biggest advantage of this strategy is that organization could easily enhance the awareness amongst the target audience in order to increase the revenues and profitability. These objectives could easily help the organization to acquire the sustainable growth in the target market along with developing a positive perception amongst the audience. This technique also includes the tools for communicating with its target audience in relevance with the products features, new offers, introduction of new products or services, and the like. Organization could easily retain its potential customers along with premium segment of the consumers. Integrated communication plan could also be adopted by the organization with the motive to communicate with the target audience in an effective and better manner. This also helps the organization to develop a positive customer relationship through which the expected outcomes and the competitive advantage would easily be attained. Following are certain crucial elements of promotional mix technique: Advertisement: This strategy is used for spreading the awareness amongst the target audience in relevance with the organizational products and services features. UberEats could use the advertisement strategy and they could promote their services, offers and other varieties which could be able to help them to attain the desired goals and the objectives. Tools such as television, social media platforms, radio, and the traditional mediums of advertisement could also be used in relevance with promoting the organizational functionalities and services with the motive to enhance the opportunities of expansion of the organization in the global market (Sunday Bayode, 2011). Sales promotion: This strategy is used for increasing the revenues and the profitability but this tool should not be used constantly because it could reduce the effectiveness of the organization. In sales promotion, organization could provide attractive benefits and offers on availing the services rendered by the organization. Apart from these elements, there are certain more such as direct marketing which is also known as door to door marketing strategy and personal selling which includes distributing samples amongst the target audience with the motive to make the consumers experienced about the quality of the service and product delivered by organization (Sharma, Teret Brownell, 2010). Competitive Analysis Major competitors of UberEats in the target market will be Menulog and Eat now and it is owned by the Britains Just Eat Company and they had an effective image in this industry as they are working in the same industry since a very long time. There are couple of companies such as Deliveroo and Foodora also who are present in this industry whose primary focus is on the middle and lower end restaurants. Both of these companies have set up its strong goodwill in these markets and this could affect the business performance of the new entrants (Ramanathan Ramanathan, 2011). Thus, it is required to understand the strategies adopted and implemented by the UberEats competitors to cover the market. Apart from this, it is also necessary to understand the business environmental conditions through which the appropriate strategies and the methods could be adopted in order to gain the competitive advantage in the target market. With these objectives, organization should also focus over expanding i ts business in the rest parts of the globe. Thus, it is essential for the organization to develop the future outcomes oriented strategies which could help them to develop an effective position for a long period of time (Pantelidis, 2010). Apart from this, UberEats have developed an effective image in the markets where they are present and this could be used as the major strength of the company to set up their business in the international markets. Along with this, they could also strengthen their procedure through covering the major market of the restaurant industry. This will help the consumers to choose the most appropriate option on the basis of their preference. Organization is also famous for its prompt delivery services and this has been the major strength for the organization through which the desired objectives and the goals could be attained easily and effectively. Conclusion From the aforesaid information, it can be concluded that the digital communication and marketing plan discussed above will help the UberEats to expand its business operations. In the brave report, various elements of marketing plan have been discussed. 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