The Semai Culture Essay Example for Free

The Semai Culture Essay A peaceful Malaysian culture by the name of Semai, is mostly known for their non-violence approach to life. This society calls the Malay Peninsula of South Asia home. With a unique way of life, the environment and their beliefs help mold the culture and its people. This paper will outline how the Semai culture socially interacts, survives in the forest and why they remain such a peaceful culture. Living in various areas within the mountains and rainforests of Malay Peninsula, the Semai culture is highly opposed to violent activity and is always on the move. This non-violent belief is also a contributing factor to why Semai’s move around peninsula, because if any type of tension is created between neighboring groups or tribes the Semai will quickly relocate to avoid violence. In comparison to the lives in America, Semai’s daily activities are much different. As a foraging group, which means they live a hunting and gathering lifestyle; the Semai’s are always moving around year after year in search for new prime areas that are good for farming and hunting. As a foraging community, Semai’s also practice some horticultural techniques for example, cutting and burning greens and using the ashes an enriched fertilizer to the crops (Nowak Laird, 2010). In the small Semai community labor is divided among the men and the women. Men are mostly responsible for hunting, women are responsible for things like weaving and harvesting rice, however everyone works together when taking care and maintaining the crops. The Semai community is mostly made of nuclear families, meaning the families are made of both the mother and father and the children. The Semai community does not have a true political structure but the eldest male in the family are looked at as the leader and they rely on him to keep the peace. During any decision making within the Semai group women and men are involved. Like many other cultures the elders are also looked at for guidance during any decision makings because they are the most  experienced and respecting within the family and community (Nowak Laird, 2010). Gender relationships are easy going concept in the Semai culture because both genders are equal in the culture. Semai’s believe in the bilateral descent system, which is also the system most American’s believe in. Bilate ral descent means the kinship connection is equally important on the mother and father side. There is not a formal wedding ceremony between man and woman. The community will simply recognize a man and woman as a married couple if they are sleeping, eating, and living together. If the couple stops this activity then they would be considered separated (Peacefulsocities.org). Within this peaceful culture everything is shared, so thanking someone is actually an offensive gesture because the culture greatly believes in sharing. Sharing does not only take place within the nuclear family. Sharing is a way of life for everyone in the community, so whatever food that’s available is equally shared with everyone. Even the elderly or sick that were not able to contribute are still given equal shares as everyone else. A simple act like this explains why this culture is so peaceful. To openly share with everyone in your community or village without a second thought and to get offended when someone says â€Å"thank you† shows a true noble characteristic. This is something that the American society can learn from. In addition, this culture is a great example of how generalized reciprocity work, because during this practice an immediate return is not expected, it is just believed that everything will work it’s self out in the long run (Nowak Laird, 2010). Even when working outside the Semai community, the beliefs and morals of the Semai culture is still reflected in their thought process. The example below will illustrate how the people of Semai would struggle with modern day thinking of production and labor, which also means you have to separate the responsibilities of work and family. â€Å"A Semai man was hired by a logging company to level an area in the highlands, working a specified number of hours over four days. Instead of working over the requested period he completed the job all in one day, freeing the other days to work in his orchards and fields. When he went to collect his wages, the manager informed him he would not be paid because he did not follow their instructions. The Semai man did not demonstrate the punctuality and discipline the company required. In industrialized society, time is  perceived in a linear, progressive fashion. Time is commoditized (time is money), it is scarce (dont waste time), and it is organized by a clock. For the Semai man and other preliterate peoples, time is repetitive, cyclical, and unchanging. Time is not alienable; in other words, it cannot be bought. sold, or transferred to anyone else, and there is sufficiency. Time is not organized by a clock but by nature and rituals. Thus, based on the above comparison of concepts of time, it is clear there would be a difference of opinion. The Semai man argued that to work the schedule the company had requested would have prevented him from finding additional work and restricted his ability to go hunting; he had completed the task satisfactorily and therefore deserved payment. To him, how he had completed it in terms of scheduling was irrelevant—he had been asked to level a field and he had done so. Whether the task was completed in one day or four was unimportant—the work was done (Dentan, 1977)† (Nowak Laird, 2010). The Semai culture believes in Punan, which includes a list of different sanctions that encourages proper behavior such as sharing and non-violence. Semai’s believe that human feelings such as, unfulfilled desires could cause an individual to be vulnerable to evil spirit that can cause a person to become ill or die. It is also believed that these forbidden internal emotions can even cause animal attacks to a person. The surrounding forest is also considered to be full of evil spirits that are waiting to attack. So anyone that decides to venture out on their own are at great risk and the Semai community would assume that individual has gone mad or crazy. With the belief that there are malevolent spirits that are waiting to prey on the living, the Semai culture believe that remaining peaceful and sharing is a vital factor to their livelihood (Robarchek, 1998). This belief system also reflects how Semai children are raised. Due to the importance of non violence children would rarely receive and physical punishment, however they would receive threats of punishment from evil spirits. Due to the closeness of the Semai community, everyone is involved in raising the child which embodies the importance of sharing. From childhood individuals are taught how to behave, what to believe, what to value and how to produce. In conjunction to these basic elements and the  environment around us, we are molded into individuals that create these interesting cultures around the world. The Semai culture is very different from others due to their belief system and their way of life. However, they are very similar to other cultures with their kinship and social structure. This paper outlined how the Semai culture socially interacts by encouraging gender equality and respect, foraging and using horticultural techniques in the forest, and remaining peaceful through the Punan belief. . Reference Nowak, B., Laird, P. (2010). Cultural Anthropology. San Diego, CA: Bridgepoint Education Peaceful Socities.org (n.d). Peaceful Societies. Alternatives to Violence and War. Retrieved November 19, 2012 from http://www.peacefulsocieties.org/society/semai.html Robarchek, C. A., Robarchek, C. J. (1998). Reciprocities and realities: World views, peacefulness.. Aggressive Behavior, 24(2), 123-133. Retrieved December 1, 2012 from EBSCO Sà ¸rensen, M. (2007). Competing Discourses of Aggression and Peacefulness. Peace Review, 19(4), 603-609. doi:10.1080/10402650701681251 Retrieved December 1, 2012 from EBSCO

Economic Indicators Essay -- essays research papers

Economic Indicators   Ã‚  Ã‚  Ã‚  Ã‚  For the individual who watches CNN a great deal, the term Economic Indicators well recognized. However, for the individual who chooses not to make CNN a primary station, the term Economic Indicators can be extremely confusing. Economist often use very unlike terms when referring to the fluctuating economy. Economic Indicators happens to be one of the many terms that they use. So, what exactly are Economic Indicators, and what purpose do they serve? In addition to the previous stated questions, are they really that important?   Ã‚  Ã‚  Ã‚  Ã‚  Economic Indicators serve the purpose of spying on the economy, let me further elaborate. Economic Indicators are economic statistics. Examples of economic indicators are unemployment rates, GDP, and even the inflation rate. These so called Economic Indicators inform Economist how well, or how bad the economy is doing. By revealing the present state of the economy, the indicators allow economist to predict how well the economy will do in the future. Economic Indicators are very necessary. The levels of investments are contingent upon what Economic Indicators suggest. For example, if Economic Indicators suggest that the economy is going to do better or worst than the past, individuals may choose to change previous investment plans. As stated previously, economist and investors are dependent upon Economic Indicators.   Ã‚  Ã‚  Ã‚  Ã‚  There are three different typ... Economic Indicators Essay -- essays research papers Economic Indicators   Ã‚  Ã‚  Ã‚  Ã‚  For the individual who watches CNN a great deal, the term Economic Indicators well recognized. However, for the individual who chooses not to make CNN a primary station, the term Economic Indicators can be extremely confusing. Economist often use very unlike terms when referring to the fluctuating economy. Economic Indicators happens to be one of the many terms that they use. So, what exactly are Economic Indicators, and what purpose do they serve? In addition to the previous stated questions, are they really that important?   Ã‚  Ã‚  Ã‚  Ã‚  Economic Indicators serve the purpose of spying on the economy, let me further elaborate. Economic Indicators are economic statistics. Examples of economic indicators are unemployment rates, GDP, and even the inflation rate. These so called Economic Indicators inform Economist how well, or how bad the economy is doing. By revealing the present state of the economy, the indicators allow economist to predict how well the economy will do in the future. Economic Indicators are very necessary. The levels of investments are contingent upon what Economic Indicators suggest. For example, if Economic Indicators suggest that the economy is going to do better or worst than the past, individuals may choose to change previous investment plans. As stated previously, economist and investors are dependent upon Economic Indicators.   Ã‚  Ã‚  Ã‚  Ã‚  There are three different typ...

Is America Shallow When it Comes to Advertising? Essay

Introduction. When a subject reads and add in a magazine, what is it that drives that person to go out and purchase the product the add depicts? What even makes a subject willing to spend more time looking at the add? It is at this point where the art of persuasion does it’s best work. Definitions. The Elaboration Likelihood Model claims that there are two paths to persuasion: the central path and the peripheral path. (lecture 2/20/03) The central path is most widely used when the receiver is motivated to think about the. If the person cares about the issue and has access to the message with minimum distractions, then that person will elaborate on the message. (lecture, 2/20/03). If the message is ambiguous but attitudinally neutral (with respect to the receiver) or if the receiver is unable or not motivated to listen to the message then the receiver will look for an easier way to interpret it. This leads to the peripheral route. Peripheral cues include such strategies as trying to associate the advocated position with things the receiver already thinks positively towards (e.g., beauty, money, sex).(lecture, 2/20/03) If the peripheral cue association is accepted here, then there may be a temporary attitude change and possibly future elaboration. Peripheral Route. The first advertisement that was chosen, from Gentleman’s Quarterly magazine, depicts a very attractive man standing in front of a bottle of cologne. The advertisement is for Polo, a brand notoriously associated with affluence, and prestige. This add illustrates the advertisers wish to catch the eye of the consumer as they are flipping the pages of the magazine using a method other then their product.. The argument in this case is weak. Polo is trying to depict that if a subject uses their new cologne, it is possible for them have a lifestyle like the model pictured. Most cologne adds, have a tab that you can open up on the same page and smell the cologne, that would cause one to elaborate on the add. This one does not, therefore, Polo was trying to get the consumer attention to a fragrance, using a beautiful person. This is clearly an example of persuasion using peripheral cues. The average age of a subject that would likely be persuaded by this add, would b e middle to late twenties, the age in which people are attempting to attain affluence. Central Route. The second advertisement that was chosen, from Sports Illustrated, is an add put out by Mercedes Benz to promote their new line of SUV’s, the M-Class.. It is very clear that Mercedes in this case was trying to promote the security aspect of their SUV’s. When a consumer sees this add, it is apparent that the central route will be used, because there is no greater motivation for thinking, then the safety of family. The ad would definatly cause the consumer to elaborate, and think about how safe the car that one is currently driving in, is. Thus, the add has done it’s job in attracting a consumer. One specific characteristic of the add that makes it persuasive, are the g-d’s in the clouds attempting to disrupt the path of the truck, as it seems to effortlessly keep on going. This clever use of history depicts that nothing can hurt those once inside this vehicle, not even g-d’s. The type of person that would most likely be persuaded by th is add would be a young father (28yrs.-40yrs.)who is in the market for a new car. This add is affective cause it gets a subject thinking, thus using the central route Conclusion. The way that consumers read and respond to advertisements as shown in this paper, is crucial to promoting a product. Whether a company uses the central or peripheral routes, to attract consumer interest, can make a huge different in sales of that product. The advertising industry is a multi-billion dollars business,(GQ, December 2002) in which creative minds develop new ideas in the art of persuasion for the next generations.

Assimilation Of Stolen Generations - 1413 Words

Have you ever wondered what the Stolen Generations are and why they were taken from their families? Between 1910-1970, many Indigenous children were forcibly removed from their families because of many government policies. The generations of children removed under these policies became known as the Stolen Generations. These policies left a heritage of trauma and loss that continues to affect Indigenous communities, families, and individuals to this current day. The violent removal of Indigenous children from their families was part of the Assimilation policy. Assimilation assumed black inferiority and white superiority, which proposed that Indigenous people should be allowed to â€Å"die out† through a process of natural elimination, or†¦show more content†¦This was primarily because white society failed to accept indigenous people as part of their white society. Ruth s Story When Ruth was 4 years old, she was separated from her mother on Cherbourng mission in Queensland. Ruth was 6 months old when she first arrived at Cherbourg. Times were tough as it was during the Depression, and Ruth’s mother had gone to Cherbourg, seeking help for her aging parents. But once she arrived at the mission, Ruth s mum was banned from leaving. What was intended as a temporary visit became years of separation and control. â€Å"People would say it was for your own good, but my own good was to stay with my mum,† says Ruth. At first Ruth could stay with her mum in the women’s dormitory, but eventually every child was taken to a separate dormitory. Ruth was 4 when she was taken from her Mum. â€Å"Once you were taken from your parents, you had no more connection with them,† she explains. For a short time, Ruth still saw her Mum from a distance. But when Ruth was 5, her mother was sent away from Cherbourg and forced to leave her daughter behind. Impact of forcible removal on Indigenous children: - Many of the Stolen Generations were psychologically, physically, and sexually abused while living in institutions or foster homes. - Efforts to make these children reject their culture often caused them to feel ashamed ofShow MoreRelatedWhich Policy Had the Largest Impact on the Indigenous Australians1018 Words   |  5 Pageslargest impact on Indigenous Australians? Through research the Assimilation Policy had the largest impact upon Indigenous Australians and the three supporting arguments to prove this are the Aborigines losing their rights to freedom, Aboriginal children being removed from their families, and finally the loss of aboriginality. The Assimilation was a policy set by the government in 1937 and went to till 1964. This policy of Assimilation was set not just for Aborigines in Australia but for all foreignRead More The Stolen Generation of Aboriginal Decent Essay933 Words   |  4 PagesThe Stolen Generation has left devastating impacts upon the Aboriginal culture and heritage, Australian history and the presence of equality experienced today. The ‘Stolen Generation’ refers to the children of Aboriginal descent being forcefully abducted by government officials of Australia and placed within institutions and catholic orphanages, being forced to assimilate into ‘white society’. These dehumanising acts placed these stolen children to experience desecration of culture, loss of identityRead MoreSince the time of federation the Aboriginal people have been fighting for their rights through800 Words   |  4 Pagesprotection. The Australian government policy that has had the most significant i mpact on indigenous Australians is the assimilation policy. 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Its purposeRead MoreThe Rights Of Indigenous Australians1197 Words   |  5 PagesAustralians involved in the Stolen Generations, and set out a list of recommendations to create equality in Australia. Whilst an apology was given to the Indigenous Australians the concept of reparations still remains a major topic in the Bringing Them Home Report that has not been properly addressed. Many Indigenous Australians were profoundly affected by the Assimilation policy, it ruined many Indigenous Australian relationships and consequently resulted in the Stolen Generation. The forced removal ofRead MoreEssay on Kevin Rudds Apology Analysis1179 Words   |  5 PagesAnalysis: Aspect One Kevin Rudd’s apology was to the Aboriginals; but in particular, to the Stolen Generations. From 1909-1969, the Australian Government forced a policy know as assimilation upon the Aboriginals. Assimilation is the forced integration of minority groups onto the dominant society. 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The treatment towards the Indigenous Australian’sRead MoreThe impacts of the Stolen Generation on Australian Life Essay1600 Words   |  7 PagesThe Stolen Generation has had a great effect on Aboriginal rights and freedoms as Aboriginal and Torres Strait Islanders didn’t even have the rights to raise and look after their children and as a result 100,000 Aboriginal Australian’s were displaced and placed into white families. The lack of understanding and respect for Aboriginal culture also meant that many people who supported the removal of these children really thought they were doing â€Å"the right thing†. The impact on Australian life todayRead MoreThe Importance Of Being Cultural Competent By Doris Pilkington Garimara1386 Words   |  6 PagesGarimara drew attention to those problems. Cultural competence means to respect, accept and appreciate all cultures without any form of prejudice (Murphy, 2011). In the early twentieth century, Pilkington highlighted the issues about racism and the Stolen Generations to create awareness about those topics, lead people to respect and embrace Indigenous cultures, and hopefully lead those people to become culturally competent too. Doris Pilkington Garimara was an Indigenous Australian author born in 1937 atRead MoreSocial Determinants Of Health Inequalities883 Words   |  4 Pagesan attempt to assimilate Indigenous culture (Dodson, 2003, p. 37). These intentions were evident â€Å"[†¦] in legislation and social policies that rewarded assimilation through resources and opportunities, while punishing cultural retention through the creation of inequities (Reading Wien, 2009, p. 23). One the most dominant mechanisms of assimilation was seen in residential schools, which scholars such as Dodson (2003) viewed as a form of genocide. Whereby culture, language, family ties and community

I Moved Your Cheese By Deepak Malhotra - 1875 Words

In the book I Moved Your Cheese, by Deepak Malhotra, Malhotra introduces us to three main characters, Zed, Max and Big. Zed, Max and Big are three mice that live among other mice in a maze. The daily routine of these mice consist of searching the maze for new ways to find new cheese. However, Zed, Max and Big are all free thinkers. They want to understand why the maze exists, why the cheese is constantly moving and most importantly who keeps moving their cheese. The unanimous answer on how to solve these mysteries is to get out of the maze so that they can see what answers they can find beyond the walls of the maze. In order for this to happen Zed, Max and Big had to identify their own individual strengths. Max was excitable. Max wanted to†¦show more content†¦Max cannot believe that Zed had just walked straight through one of the maze walls. This naturally amazed Max. As Max stared in disbelief at the wall, Zed yelled from the other side of the maze in agreement with Maxâ⠂¬â„¢s assertions that the outside of the maze was indeed different than the inside. The next day Max met Zed so that he could explain what he had done. Zed explained that he was able to walk through the wall because he believed in his ability to do so in the same way Max believed he could escape his way. Big was a little different, he was reserved and had his own opinions and views regarding the maze. It was Big’s consistency and preparation that made Big’s beliefs equal to that of Max and Zed’s. One day, after Big had gotten as strong as he thought he needed to be, he walked over to a wall, punched a hole in it and walked out of the maze. The years of hard work had finally paid off and Big too was now free from the maze. I believe that throughout this book Malhotra presents four very distinctive points. The first point is that when you feel trapped in the maze of life, you can plan and escape it like Max. The second point is that if you are not an action-orien ted person like Max then you can outthink the maze and find your way out like Zed. The Third point is that if you are not an action-oriented person like Max or a philosopher like Zed then you can be a builder like Big. You can find a skill that you are good at and become great at

Analysis of Plays, Fences and A Raisin in the Sun Essay

Jose Morales English 164 Dr. Kidd 08/03/2012 â€Å"Fences† and â€Å"A Raisin in the Sun† Plays, â€Å"Fences† and â€Å"A Raisin in the Sun† share similar plots. They take place in the mid-western United States in the 1950’s and explore the family dynamics of the African-American Family and the paradigmatic shift it experienced between two generations. The older generation, who could remember slavery by first-hand experience or by being born during a time when success for the average African-Americans was systematically stifled by racist and unconstitutional laws that were put in place when slavery was legal, and the young generation that began to show some sense of entitlement, had begun to overcome institutional barriers to succeed and empower†¦show more content†¦Although she is happy with mama’s decision to buy a house, Ruth is more concerned with receiving the affection of her husband and keeping him happy than the consequences or the moral implications his decisions will have. Ruth maintains the apartment they live in and mos t of the time, goes along with whatever Walter says. This is where Ruth and Mama differ; Mama wants Walter to be happy but not at the cost of doing something morally wrong, Ruth will do whatever it takes to make Walter happy. We see this when Ruth is contemplating having an abortion in order not to complicate living arrangements in the apartment and to allow Walter the financial means to pursue his goals. She also intends to keep it from Walter so spare him the burden of having to make a decision like that. When Mama find out about the abortion, she is appalled and says, â€Å"†¦we a people who give children life, not who destroys them.† Mama also succeeds in expressing her rich values and nurturing nature in Act III, Scene Three, when it is discovered that Walter has lost the remainder of the insurance money when his liquor store investment partner disappears with the money. Beneatha goes into a rage and openly expresses her hatred and contempt for her brother, a nd says, â€Å"He’s no brother of mine.†(Hansbury 3.3) And Mama says, †There is always something left to love. And if you aint learned that, you aint learned nothing. (Looking at her) HaveShow MoreRelatedComparing Themes of To Kill a Mockingbird and A Raisin in the Sun1962 Words   |  8 PagesTo Kill a Mockingbird and A Raisin in the Sun are books both written during a time of racial tension and inequality. Harper Lee and Lorraine Hansberry lived through the civil rights movement and saw the physical and verbal harassment against African Americans. This experience is evident in both works as the theme of fighting prejudice shines through. The goal of this paper is to compare and contrast the theme in both books and how it affected both of the families. Also, throughout the paper I willRead MoreCompare/Contrast Willy Loman (Death of a Salesman) and Walter Lee Younger (a Raisin in the Sun)2823 Words   |  12 Pagesâ€Å"May I never wake up from the American dream.† Carrie Latet describes the most sought after dream: the d ream of a house surrounded by a white picket fence, the dream people work their entire lives for, the dream people fight wars for: the American dream. However, America’s rise to industrialism in the 19th and 20th centuries replaced this dream with the desire to get rich fast. This change led people to believe that it is possible, common even, to obtain wealth rapidly; yet this is not the case.Read MoreBrand Building Blocks96400 Words   |  386 PagesAmerican express, Life insurance corporation (LIC) and Taj group of hotels have the branded services associated with their names. c) Co-Brands: Co-branding occurs when brands from different organizations combine to create an offering in which each plays a driver role. The impact of co-branding can be greater than expected when the associations of each brand are strong and complementary. A research study of Kodak showed that for a fictional entertainment device 20% of the prospect said that they wouldRead MoreDeveloping Management Skills404131 Words   |  1617 PagesLine 58 Understanding and Appreciating Individual Differences Important Areas of Self-Awareness 61 Emotional Intelligence 62 Values 65 Ethical Decision Making and Values 72 Cognitive Style 74 Attitudes Toward Change 76 Core Self-Evaluation 79 SKILL ANALYSIS 84 Cases Involving Self-Awareness 84 Communist Prison Camp 84 Computerized Exam 85 Decision Dilemmas 86 SKILL PRACTICE 89 Exercises for Improving Self-Awareness Through Self-Disclosure 89 Through the Looking Glass 89 Diagnosing Managerial Characteristics

Strategic Planning free essay sample

This write-up attempts to review what authors have written specifically on strategic marketing process; particularly their approach and personal philosophy vis-agrave;-vis this concept. Within the various approaches, it looks at the respective purpose and structure. Then onwards provide an analytical perspective on the SWOT analysis which seemingly, marketing gurus and authors embrace in their strategic plan in todays market environment. Review: Strategic Marketing Plan Doyle (2002) explains strategic marketing plan is concerned with adapting the organisation to a changing environment more effectively than their competitors. Organisation succeeds when they meet the needs of customers more effectively than their competitors (Doyle 2002, p. 92). The markets drivers for change (Drummond, Ensor 2003), some of which are far beyond the organisations sphere of control. Adaptability becomes an inextricable phenomenon in mainstream marketing environment. The organisation has to monitor key macroenvironmental variables (demographic, economic, technological, political, and socio-cultural) and microenvironment variables (customers, competitors, distributors, suppliers) that affect its ability to retain customers (Kotler, P. 2003). In order for it to achieve and enjoy a comparative advantage, the organisation executes a careful strategic planning, and using marketing strategies to achieve this aim (Dibb et al 2001). Hence, the notion of strategic marketing plan. Doyle advanced that a well defined strategy would incorporate the following: Scope of business; Objectives; Strategic business unit (SBU) identification; Resource allocation; Deeping sustainable advantage; Effective functional strategies (positioning, product line, price, promotion and distribution; synergy. The elements of synergy and SBU identification underlined by Doyle prove relevant to large organisations with diverse business units, products and target segments. It would serve a right purpose for management to be clear and exact about their choice of product, what business are they in,and what business do they want to be. He supports his approach with the following diagram. According to Doyle, strategic focus looks at product profitability either by increasing productivity or increasing volume by market expansion and penetration as an objective for an organisation to pursue; a marketing strategy that have seen most UK supermarkets and departmental stores adopting in South East London, for instant the ASDA supermarket. Dibb et al posits the strategic marketing process is based on the establishment of organisational goals and must stay within the bounds of organisational opportunities and resources (2001, p.656). They highlight a complex set of externalities including; political, legal, regulatory, societal and green, economic and competitive, and technological forces that border around the all popular notion of PEST (political, economic, social technological) analysis. The relationship between market opportunities and organisations goals and the availability of resources to match them in relation external forces is captured below in the diagram provided by Dibb et al (2001). The aforementioned understanding relates with that of Drummond and Ensor who also agree that the external analysis is the initial step in the process of establishing the key issues facing an organisation (2003, p. 34). Given that businesses operate in hostile and increasingly complex environment, it makes sense to try to bring some order to this chaos by understanding the commercial environment and bringing some strategic sense to the process of marketing products and services (Riley, J. G. 2005). Another distinctive element of the Dibb et al model is the focus on organisational opportunities and resources, which Doyle (2003) also highlights in his approach. A proper strategic marketing planning process would seek to identify the organisations opportunities that would be matched by the necessary and available resources. For instant a company willing to enter into a large buying consumer market like the United States of America would to seek competitive advantage over its competitors by matching adequate technological, economic, management resources. More so, Dibb et al further clarifying a major confusion over the misuse of termsstrategic marketing plan and marketing plan amongst students and marketing managers: Strategic marketing plan is a plan of all aspects of an organisations strategy in the market place marketing deals primarily with implementing marketing strategy as it relates to target markets and marketing mix (2001, p. 656). Brassington and Pettitt reiterate this distinction; strategic marketing plan deals with the total strategy in a market linking customers, competitors and organisational capability while the marketing plan is an operational element dealing with the marketing mix strategy that will be used to gained leverage in the market place (2003). Brassington and Pettitt model. The leverage in the market place is what Drummond and Ensor underline on their approach in the strategic marketing planning process as it: involves achieving a superior competitive position within a defined market. Essentially, it involves segmentation, targeting and positioning. This must address customers, competitors and internal corporate factors (2003, p. 14). Drummond and Ensor stress a strategic marketing plan should be relevant and sustainable (2003); an argument also adhered to and phrased by Doyle (2002) as sustainable differential advantage. In order for that to happen, the organisation must be competitive now and in the future and be able to accept change as an integral part of strategy (Drummond and Ensor 2003). Hiebaun (1997) underlines the fact that the strategy marketing plan demands a methodology to be followed and should begin with the companys forecast and objectives . According to him, forecast consists in answering the following question: If our market and environment tendency stays the same and continues, what will be our situation in the short, medium, and long term? We have to ask ourselves: Where is the company at right now? Where are we going? Where do we want to go? However, McDonalds (2003) cautions about the using of the forecasting system as they tend to project a current business into the future, which can work if the future is going to be the same as the present or the past; if not the business would result to lost opportunities for profit, unrealistic objectives, wasted promotional expenditure, management frustration, growing vulnerability to changes in the business environment, just to name this few. Another drawback is that Hiebauns strategic marketing model assumes a fairly accurate forecasting, and does not take in to account unexpected events. In an uncertain world, long-term forecasts cannot relied upon with a high level of confidence; many firms would have to rely on scenario planning as a tool for dealing with multiple contingencies . Whereas the marketing planning process embodies a series of managerial steps (McDonald 2003, p.39), is not simply a series of action steps; it also embodies a set of values and assumptions which, while not being explicit, are nevertheless an integral part of the whole process (McDonald 1996, p. 11). He observes that an organisation would not change its value system or culture unless something very significant take place to make such a change worthwhile. Lancaster and Waddelow (1998) explore this lagging phenomenon of organisations to embrace the tenets of the all acclaimed strategic marketing plan in their study of small-to-medium-size-enterprises. They observe that the strategic scope of a marketing plan is a daunting task which creates two major barriers of perceptions in the minds of managing directors in small-to-medium-size-enterprises. It would take too much time to complete (providing poor return for the effort expended); it will be out of date by the time it is completed (wasting precious resources) (1998, p. 2). They advanced a new methodology for small-to-medium-size-enterprises that must motivate managing directors towards planning and provide for any lapses in their will and knowledge. Such a process should be simple and appropriate; a content that has meaning and resonance; a basis of continuous development and learning (Lancaster and Waddelow 1998). Whereas the representation of strategic marketing planning process proves useful in the world of academics, it is not necessarily the straightforward, linear sequential operation (McDonald 1996). SWOT ANALYSIS Definition SWOT is the acronym of Strengths, Weaknesses, Opportunities and Threats; simply is an effective way of identifying your Strengths and Weaknesses, and of examining the Opportunities and Threats you face . It is a summary of the audit under the headings, internal strengths and weaknesses as they relate to external opportunities and threats (McDonald 2003, p. 48). Basically, a straightforward model that provides direction and serves as a basis for the development of marketing plans. This is accomplished by assessing an organizations strengths (what an organization can do) and weaknesses (what an organization cannot do) in addition to opportunities (potential favourable conditions for an organization) and threats (potential unfavourable conditions for an organization) . David Jobber sees it as a structured approach to evaluating the strategic position of a business by identifying its strengths, weaknesses, opportunities and threat of the marketing audit (2004, p. 44). Strengths and weaknesses are essentially associated with the audit of the internal company whereas opportunities and threats stem primarily from the external environment (Lancaster, Massingham, Ashford 2002, p. 374). Purpose of the SWOT Analysis The purpose of strategy is to be really clear before you take the direction. The point of a SWOT analysis is to have the best shot at a grounded plan, says Rashi Glazer, co-director of the Centre for Marketing and Technology at the University of California at Berkeley . SWOT analysis provides the basis upon which later stages in the strategic marketing plan depend and be used to generate thoughts for clear problem definition (Lancaster, Massingham, Ashford 2002). It provides strong evidence about what the company should and should not try to set as marketing objectives (McDonald 2003). A scan of the internal and external environment is an important part of the strategic planning process. It provides information that is helpful in matching the firms resources and capabilities to the competitive environment in which it operates . That information would provide indicators that will assist the firm in accomplishing its objectives (a strength or opportunity), or if it indicates an obstacle that must be overcome or minimized to achieve desired results (weakness or threat) (Danca). The information that is used in a SWOT analysis exercise must be current and relevant to the firm; it should ensure that the following is completed : For strengths All strengths should be recognized and validated on a regular basis. The information can originate from internal evaluations by top management. A firms strengths are its resources and capabilities that can be used as a basis for developing a competitive advantage including; patents, strong brand names, good reputation amongst customers, cost advantage from proprietary know-how, exclusive access to high grade natural resources, favourable access to distribution networks (quickmba, online). For weaknesses A weakness could be lack of marketing expertise, undifferentiated products or services (i. e.in relation to your competitors), location of your business, poor quality goods or services, or damaged reputation. For opportunities Track what is being published in press releases, magazines, and market research reports for the industry. Any mention of growth or continuous trends should be noted. An opportunity could be developing market such as the Internet, mergers, joint ventures or strategic alliances, moving into new market segments that offer improved profits, a new international market, a market vacated by an ineffective competitor. For threats Closely monitor press releases of competitors. The press releases can reveal what competitors are currently doing to be competitive in the industry. A threat could be: a new competitor in your home market, price wars with competitors, a competitor has a new, innovative product or service, competitors have superior access to channels of distribution or taxation is introduced on your product or service Davis (2004) suggests that information needed to conduct a proper analysis should be verified and updated before being sent to executives. Data that will be used for the analysis must reflect the current status of the industry. If the method of collecting information is flawed, the results of the analysis will be incorrect and hence provide an assessment that can be poor and lack the proper insight to make the right decisions. Cautioning Overtime, market experts have warned about the seemingly over simplistic approached usually incorporated into the strategic marketing planning. Jobber noted strengths such as I have an old established firm, We are a larger supplier, We are technologically advanced should be questioned for their impact on customer satisfaction (2004, p. 44). A considerable improvement is needed in the way SWOT framework is understood, and used, by many organizations . Koch (2000) further suggests that in appraising effects of opportunities, threats, strengths and weaknesses, emphasis should be put on their combined effects, rather than on the effects of individual factors in isolation from one another. Appropriate rules must be developed and observed in every SWOT analysis if it is to produce reliable inputs into strategy generation. Koch developed what he referred as the SECURE model (shown below) aimed at circumventing what he described as various SWOT malpractices. The following explanation about the SECURE model as advanced by Koch (2000): The first rule is that boundaries and structure of the market, and their anticipated changes, should be well defined. The second rule demands that all changes in the companys environment capable of influencing this company future performance be included in its SWOT analysis. One should stress here that a multiple-scenario approach to strategic planning would require a multiple SWOT inventory development at each, or at least some, organizational levels. The third rule, trends in the companys external and internal environments should be presented clearly. If, for instance, the long-term survival of the automotive industry depends on its adoption of a new propelling system for a future car, a system that would be more environmentally friendly, and increasingly based on renewable, or more abounding, sources of energy, a superior ability of car-making companies to make progress in this direction would be of critical strategic importance today. The fourth rule, companys competitive environments, their structure, forms, scope and intensity of competition should be properly examined and presented. Again, one should aim for precision of reference in all these respects. For instance, referring broadly to a company as one involved in telecommunication may be quite inadequate, while referring to it as involved in facilitating transmission of certain kind of data to certain categories of customers in certain geographic regions will make it possible to ascertain, and name, all possible opportunities, threats, strengths and weaknesses. Aiming for a high level of precision in making ones reference sufficiently specific should not come, however, at the cost of blurring the big picture of the market. One should always try and make sure that strategic analysts overlook neither trees nor woods. The fifth rule, a clear reference to an anticipated state of the future company internal and external environment should be made. If SWOT analysis is done in absence of such a background, the verification of claims concerning individual strengths, weaknesses, opportunities and threats can be either difficult or virtually impossible. Thus, organizations need to formulate their possible future scenarios clearly and completely. Analysis of the potential significance of the various organization strengths and weaknesses in various possible future situations is obviously capable of enhancing SWOT analysis quite considerably. The sixth rule, a clear reference to future strategic objectives and strategies is required in every SWOT analysis. Failure to do so will make the evaluation of scenario-specific relative importance of individual strengths, weaknesses, opportunities and threats quite perplexing and much harder, if at all feasible.