Amazon Case Study

Amazon Case Study Introduction Amazon is a leading global company in the online bookselling industry. The company has 32 million customers in approximately 150 countries. In addition, there are more than 900,000 sites and associate programmes that links users to Amazon.com (Johnson 2011). Amazon was founded as Amazon.com, Inc. by Jeff Bezos.Advertising We will write a custom assessment sample on Amazon specifically for you for only $16.05 $11/page Learn More With its headquarters in Seattle, Washington, Amazon has enjoyed immense growth and at the moment, it is regarded as United States’ leading online retailer. As of January 2010, Amazon.com recorded internet sales revenue that was three times that of Staples, Inc., its runner up (Amazon.com 2010). Upon inception, Amazon.com operated as an online bookstore. However, as time went by, Amazon deemed it necessary to diversify its operations. This is how then that the company got itself involved in the business of selling DVDs, video games, MP3 downloads, and CDs. Other products sold by Amazon include apparel, toys, electronics, food, furniture, and computer software. Amazon also offers international shipping for a number of its products to certain countries. The paper presents a SWOT analysis of Amazon. In addition, a PEST analysis of the company is also provided, along with the Porter’s five forces as they impact on Amazon. Also, the Porter’s value chain of Amazon is addressed as well. The market served by Amazon and the potential challenges that could face the company in these markets is addressed as well. SWOT Analysis Strengths Amazon still remains the leading global online retailer of various educative and entertaining media products and books. Two factors are responsible for the recognition of Amazon as a powerful brand across the globe (Barry 2011). Within a period of 10 years, the company had managed to amass a customer base of 30 million. Amazon pioneered e-commerce technologi es (Hansell 2008). The business strategy for Amazon benefits immensely from sound information technology and customer relationship management that the company practices (Briggs 2008). Amazon utilizes data on the buyer behavior and this has enabled the company to provide them with specific items that they seek, on the basis of their preference. As a result, this has helped to increase customer loyalty (Halkias 2010). The product portfolio for Amazon is quite diverse and includes such products as CD/DVDs and books, among others.Advertising Looking for assessment on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Weaknesses The brand image of Amazon is at risk in as far as the issue of product expansion is concerned. In this case, Amazon product portfolio now includes other products besides books. As the leading online retailer, an increase in products offering could in fact result in a weakened brand owing to poss ible confusion on the part of the consumers. It is important for online retailers to focus more on the issue of technology. In this case, constant system maintenance is necessary so that there are no delays in the provision of customer service. Amazon relies heavily on external companies for the delivery of their products and there is a risk involved here as it could result in uncontained problems in as far as the issue of service delivery is concerned (Stone 2009). Eventually, this may lead to increased costs. Opportunities Amazon could consider entering into a partnership with the public sector. In this regard, Amazon stands to benefit from the services of public libraries so that potential users may benefit from catalog and search option services. This service could also cover the rare and antique books. Amazon may consider forging a relationship with book publishers in order to benefit from exclusive launch authors and exclusive offers. As a result, this would translate into inc reased growth for the company owing to the tendency by consumers to read an author repeatedly. Amazon has the chance to invest more on the expectation of its customers and this shall enable the company to enhance their loyalty towards the company. Amazon could vend its rich human resource expertise to a majority of the book stores. Amazon may forge a partnership with a majority of the retailing firms dealing in e-commerce Threats Competitors are quickly attracted to internet businesses and as such, it becomes rather hard to maintain differentiated products. This also means that differentiating the brand of a given company from that of the competition is also hard. Owing to the expansion of online business, competition is also expected to intensify There has been a rapid increase in the cost of transport owing to the sharp increase in the price of fuel. This often has a direct impact on the overall price of the books sold by Amazon as they have to factor in the cost of transport as w ell, paid to the third party (The New York Times 2010). When considering expanding into other countries, Amazon has to take into account the customs and trends of the country of choice so as to understand the behavior of potential customers.Advertising We will write a custom assessment sample on Amazon specifically for you for only $16.05 $11/page Learn More PEST Analysis Political/Legal Amazon is not a monopoly in the market of operation and with such other players as eBay, Yahoo! and Google, the company is faced with intense competition. Some foreign trade regulations could also hinder the quest by Amazon to expand to other countries. For example, such countries as China are less tolerant to the concept of e-commerce and this may hinder the expansion of Amazon to the lucrative market (Brown 2008). Government policies and issues of taxation could also hamper the growth and expansion of Amazon Economic Factors The world is still reeling from the effects of the recent global financial crisis and as such, the GDP trend of most countries is still on the path to recovery. In addition, for a majority of the countries, the interest rates have gone up and this has had a negative impact on money supply. In addition, the level of employment in most economies is has been on the increase in recent years and as such, this would mean that the disposable income of a majority of the members of the population is low. Consequently, they would not be in a position to partake in the purchase of the products and services that Amazon offers (Wallbank 2011). As a result, this translates into lost business for the company. Socio-cultural factors The level of education impacts greatly on the purchase behavior of consumers. For example, in the case of Amazon, in order for one to participate in the online transactions, there is need to be acquainted with what entails e-commerce transactions and as such, individuals with no background information on e-commerce may be discouraged from taking part. In addition, population demographics also affect the marketing strategies of Amazon (Sage Honan 2009). For example, an increase in the number of peoples within a specific target market that Amazon aims to reach translates into potential increase in sales revenues. Lifestyle changes also affect the sales of products and services. In the case of Amazon, the company has to periodically uptake its technology in order to keep pace with the latest developments. This has seen the company move from its traditional business model of only selling hard copy books to the use of the Kindle technology, whereby using software, one can get to read the book in its softcopy (Steiner 2010).Advertising Looking for assessment on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Technological factors Although there has been a dramatic improvement in internet systems and security, nonetheless, from a global perspective, technology distribution is faced with inequality and this has acted to undermine one of the technologically- focused companies as Amazon. In the case of Amazon, business associated with the company and the customer as well needs to embrace technological education in order to augment socio-political and resolutions and internet penetration. Porter’s Five Forces Analysis Entry threat Amazon is faced with a medium to low entry threat. As a pioneer in online book retailing, the company acts as a good example of what is likely to face any amateur firm in the industry. Thanks to continuous service upgrade and the huge amount of capital that Amazon has invested over the past 8 years, the company now has an advantage in the market over other firms. Furthermore, Amazon has managed to forge alliances and acquisitions with other firms. Amazon has also been involved in endless innovation and technology developments (Steiner 2010). Accordingly, in order to imitate Amazon, any rival company would be expected to build a strong relationship in the market and this might prove to be an uphill task because as a pioneer, Amazon has already achieved this. On the other hand, Amazon is faced with the issue of moderate switching costs and this appears to offer respite to such niche players in the market as eBay. Amazon may also anticipate retaliation from such niche competitors as eBay. Supplier power Supplier power is low. Retailers are dwarfed by the industry firms. On the other hand, the presence of internet technology is an indication of untapped global exposure. As a result, firms dealing in E-commerce have remained loyal to their suppliers, and more so those with access to global marketable services/products. Buyer power Buyer power is low. Save for the B2B transactions both pure buyers and merchants that use this industry are geo graphically segregated and independent from one another. As a result, this means that they have an insignificant individual purchase. Threat of substitutes The threat of substitutes in the industry is low. On the other hand, customers’ online purchase decisions rely on convenient shopping at discounted options and prices. As such, they are characterized by expensive switching costs. Sometimes, customers have had to experience reduced purchasing ability of the needed items due to delay in decision making. Consequently, the threat of substitutes is an alternative worth of exploration. Competitive Rivalry Amazon is faced with medium to high competitive rivalry. Although the industry has many players, nonetheless, they could be classified as overly diversified (Yahoo!) and niche (eBay) competitors of Amazon, a diversified firm. Consequently, Priceline and Barneys are on a head-to-head competition and the two companies have established a strategic alliance with Amazon (Leeds 2008) . The industry is also faced with high storage and fixed costs because firms are required to undertake stock inventory at the various warehouses in order to facilitate the delivery of orders. In addition, there exists little product differentiation among competitors, meaning that the switching costs of customers are low. Entry Barriers The industry is characterized by low entry barriers. As such, small players are increasingly getting lured into the industry with a view to targeting a given niche in the market. On the other hand, large entrants are more likely to engage in unsolicitated take-over bids for such diversified and established companies as Amazon. Alternatively, they may decide to forge partnership with such other partners firms as Google and Yahoo! in order to increase their market share. Porter’s Value Chain Analysis There is an apparent support of such primary activities of Amazon as the inbound logistics by secondary activities (for example, technological devel opments and selective procurement). This support is capable of filtering the service/product choice from the manufacturers/retailers so that the customers can have access to safe transactions (Steiner 2010). Furthermore, Amazon enjoys firm infrastructure and as such, this enables the firm to compress its marketing and operational activities into a single commission-based scheme that can be accessed by all its 900,000 associate partners (Oswald 2008). Moreover, Amazon’s infrastructure has also enabled the company to reduce tax payments. On the other hand, the outbound logistics of Amazon that are affiliated with its center at Delaware facilitates access to such markets as Japan and other countries in Asia and Europe as well. Consequently, the value chain makes it possible for Amazon to integrate the supportive and comparatively low-cost environment of its Seattle headquarters where the company’s developers are based. At the same time, the value chain also enables Amazon to establish efficient procurement and storage of products. This is in addition to ensuring an efficient delivery of products (Porter 1985) by way of closing warehouses that have provide inefficient and at the same time, helping to open up new warehouses that adds value and are strategically located. Amazon Products The product line of Amazon include books, DVDs, music CDs, consumer electronics, videotapes, tools, toys games, lawn, baby products, sporting goods, baby products, watches, beauty products, groceries, and clothing, among others (Smith 2011). Amazon Kindle is yet another product that the company helped to launch in November 2007. This product is in the form of an e-book reader. With the e-book reader, a user is in a position to download the contents. This is made possible by a wireless network. In the case of the amazons Kindle, the wireless network in use is the Sprint Nextel EV-DO. As part of its product diversification, Amazon was involved in the launching of MP3 ser vices. This was in January 2008. As a result, websites subsidiary to Amazon are now better able to access the MP3 service worldwide. The newest product to be launched by Amazon is Amazon.com exclusives. The product is mainly in the form of a DVD and its availability is restricted to Amaon.com only. On the basis of the products offered by Amazon, the company targets diverse markets. For example, in the case of its music CDs/DVDs, the company mainly targets teenagers and young adults below the age of 40 years, on the other hand, books sold by Amazon targets students, researchers, academic and research institutions, and libraries. Changes and challenges facing markets served by Amazon As an online retailer, Amazon is faced with a number of challenges in their quest to serve target markets without the usual conventional brick and mortar types of businesses. For instance, in case there is a consumer who wish to buy a digital camera, unless the customer in question is very explicit about the nature and specifications of such a camera, the only option left is for you to go to a best buy store for example and sample various cameras in order to find out the exact features that you desire. In the case of Amazon however, since the company is online, one does not have the privilege to sample the actual products (Malik 2008). As such, the main problem facing potential customers in the market is that a lot of the times, some of the items that would have otherwise been purchased from the company o not actually get to be purchased, owing to such technicalities. In addition, the company has on certain occasions experienced a number of technical issues and this means that customers are not in a position to place their orders with the company. If this happens repeatedly, consumers are likely to lose their confidence with the company, and this means lost business for Amazon. In recent years, Amazon has been under political and legal pressure not only from the conventional retaile rs, but also from state governments. This is because the company does not collect sales taxes in those regions where it lacks physical presence. This may clearly hinder the quest for Amazon to expand into various markets because state government would not entertain an investor who is least concerned about the welfare of the surrounding physical environment. In the same way, the traditional retailers would clearly oppose the expansion strategies of Amazon into their neighborhood because this would afford the company an unfair advantage over them (Smith 2011). Conclusion Thanks to an increase in customer base and a powerful global brand, Amazon has enjoyed an unprecedented level of success in the online bookselling industry. However, the Amazon brand is faced with the risk of products expansion. However, Amazon enjoys a rich human resource expertise and the company could benefit from vending them to a majority of the bookstores. Competitors are quickly attracted to internet business a nd for this reason customers may find it hard to differentiate the products offered to the market by Amazon, relative to those of the competitors. Amazon is faced with a medium to low entry threat and the supplier power in the industry is low. The buyer power is also low, along with the threat of substitutes. On the other hand, entry barriers into the online bookselling industry are low. As an operator in the online bookselling industry, Amazon is faced with a number of challenges, such as technical issues. This may prevent customers from placing orders with the company and consumers may lose confidence with the company. It is important therefore for Amazon to fully address all of these issues in order to remain competitive in the industry. Reference List Amazon.com 2010, ‘Amazon.com’, 09 September, amazon.com Barry, H 2011, ‘119 to lose jobs when Amazon closes Texas facility’, American-  Statesman, 11 February, statesman.com/business/119-to-lose-jobs-whe n-amazon-closes-texas- 1248784.html Briggs, B 2008, ‘Amazon weaves fabric.com into its e-commerce quilt’, Internet Retailer, 25 June, internetretailer.com/dailyNews.asp?id=26889 Brown, D 2008, ‘Online giant Amazon.co.uk celebrates its 10th anniversary as shoppers use retailer website to buy goods, thesun.co.uk/sol/homepage/news/article1809903.ece Halkias, M 2010, ‘Texas bills Amazon for millions in sales taxes’, The Dallas Morning  News 23 October. Hansell, S 2008, ‘Amazon sues New York State to void sales tax rules’, The New York  Times, 1 May. Johnson, B 2011 ‘Retailers oppose Amazon sales tax pass’, The Tennessean, 31 January. Leeds, F 2008 ’Amazon to sell Warner Music minus copy protection’, The New York  Times, 28 December, Malik, O 2008, ‘The growing ex-Amazon club and why it’s a good thing’, Gigaom, 21 November, http://gigaom.com/2008/11/21/the-growing-ex-amazon-club-and-why-it s-a-good- thing/ Oswald, D 2008 ‘Borders returns to online sales, drops Amazon’, International Business  Times, 25 May, ibtimes.com/articles/20080527/borders-amazon -barnes-noble-web-online-store-retailer.htm Smith, R 2011, Which stock falls first? Motley Fool, 18 January Steiner, I 2010, ‘Seller’s choice: merchants rate ecommerce marketplaces’,  Auctionbytes.com, 24 January, auctionbytes.com/cab/abu/y210/m01/abu0255/s02 Steiner, I 2010, Seller’s choice marketplace ratings:eBay’, Auctionbytes.com, 24 January, auctionbytes.com/cab/abu/y210/m01/abu0255/s03 Stone, B 2009, ‘Amazon erases Orwell books from kindle’, The New York Times, 18 July, nytimes.com/2009/07/18/technology/companies/18amazon.html. Sage, A Honan E 2009, ‘NY Judge tosses amazon.com lawsuit over sales tax’,  Reuters, 13 January. The New York Times 2010 ‘E-books top hardcovers at Amazon’, The New York Times, 19 July, Wallbank, P 2011, ‘ Amazon’s fight with Illinois is a small of a bigger global battle between online retailers and tax authorities’, Business Insider, 18 January.

Distillation Definition in Chemistry

Distillation Definition in Chemistry In the most general sense, distillation means to purify something. For example, one you might distill the main point from a story. In chemistry, distillation refers to a particular method of purifying liquids: Distillation Definition Distillation is the technique of heating a liquid to create vapor which is collected when cooled separate from the original liquid. Its based on the different boiling point or volatility values of the components. The technique may be used to separate components of a mixture or to aid in purification. The equipment used for distillation may be called a  distillation apparatus or  still. A structure designed to house one or more stills is termed a distillery. Distillation Example Pure water can be separated from salt water through distillation. Salt water is boiled to create form steam, but the salt remains in the solution. The steam is collected and allowed to cool back into salt-free water. The salt remains in the original container. Uses of Distillation Distillation has many applications: Its used in chemistry to separate and purify liquids.Distillation is used to make alcoholic beverages, vinegar, and purified water.Its one of the oldest methods of desalinating water. Distilled water dates back to at least 200 AD, when it was described by Greek philosopher Alexander of Aphrodisias.Distillation is used on an industrial scale to purify chemicals.The fossil fuel industry uses distillation to separate components of crude oil to make chemical feedstock and fuel. Types of Distillation Types of distillation include: Batch Distillation - A mixture of two volatile substances is heated until it boils. The vapor will contain a higher concentration of the more volatile component, so more of it will be condensed and removed from the system. This changes the ratio of components in the boiling mixture, raising its boiling point. If there is a large difference in the vapor pressure between the two components, the boiled liquid will become higher in the less volatile component, while the distillate will be mostly the more volatile component. Batch distillation is the most common type of distillation used in a laboratory. Continuous Distillation - Distillation is ongoing, with new liquid fed into the process and separated fractions continuously removed. Because new material is input, the concentrations of the components should not change as in batch distillation. Simple Distillation - In simple distillation, vapor enters a condenser, cools, and is collected. The resulting liquid has a composition identical to that of the vapor, so simple distillation is used when components have greatly different boiling points or to separate volatile from non-volatile components. Fractional Distillation - Both batch and continuous distillation may incorporate fractional distillation, which involves use of a fractionating column above the distillation flask. The column offers more surface area, allowing for more efficient condensation of vapor and an improved separation. A fractionating column may even be set up to include subsystems with separate liquid-vapor equilibrium values. Steam Distillation - In steam distillation, water is added to the distilling flask. This lowers the boiling point of the components so they may be separated at a temperature below their decomposition point. Other types of distillation include vacuum distillation, short-path distillation, zone distillation, reactive distillation, pervaporation, catalytic distillation, flash evaporation, freeze distillation, and extractive distillation,

Evaluate E-Business Website (www.universalorlando.com) Assignment

Evaluate E-Business Website (www.universalorlando.com) - Assignment Example 2- INTRODUCTION In the ever increasing worldwide economy, e-commerce and e-business have progressively turned out to be a necessary element of business strategy as well as a powerful channel for financial progress. Additionally, the incorporation of ICT (information technology) in traditional business practice has transformed associations inside businesses, among stakeholders (such as workers and managers) and outside businesses. In addition, the utilization of information technology in business area has proficiently improved production, offered enhanced customer contribution, and facilitated through massive personalization, with the intention of minimizing business expenditures to some extent. Moreover, with the developments in web-based technologies and internet, differences among customary marketplaces and the worldwide electronic markets are slowly being confined. In this scenario, in e-business platforms, the use of ICT is intended to improve business performance. Additionally, it comprises some procedures that a business (legislative, a revenue or non-profit unit) can perform over a network supported by computer systems. In this scenario, wide-ranging description of e-business could be the change in a business’s practices to provide extra customer support through the implementation of technologies, computing models and thinking of the modern financial aspects (Andam, 2003), (Ray, 2011) and (Turban et al., 2005). 3- BUSINESS OVERVIEW Universal-Studios-Florida, Orlando was started in 90s as theme park that allows visitors to have rides as well as enjoy movies based entertainment. Additionally, the ideas of Universal Studio are aimed at providing the guests with an experience resembling that they are in a movie set watching shows, enjoying rides and a lot of children based facilities and attractions that are inspired by well-liked television, film and music productions for example Harry Porter based theme park. In addition, the park is composed of 6-t hemed sections those are Production Central, Hollywood, San Francisco/Amity, New York, Woody Woodpecker's Kidzone and World Expo. Universal Orlando Resort is a theme-park and attractive visiting place in Florida, Orlando. It is a combined business framework among Blackstone Group along with NBC Universal. In addition, Universal CityWalk is a night time activity place, and it comprises three Loews Hotels. Moreover, the Universal-Orlando-Resort is the leading assets owned by Universal Studios. Subsequent to the Walt Disney World Resort, the Theme Parks of Universal-Studios-Florida are the second biggest resort in Greater Orlando (Universal Orlando Resort, 2011). Furthermore, the Universal-Studios-Florida, Orlando uses a web technology based website that is www.universalorlando.com. This website is an e-business platform that allows visitors to purchase and take information about the business rides and resorts online. Moreover, this website also provides Universal Studios Florida Parks , Vacation Plans, tickets, hotels, packages and Park Tickets. 4- E-BUSINESS OF UNIVERSAL ORLANDO E-Business Universal Orlando is formed on multiple business paradigms. Universal Orlando

Comparative project success factors - 2550 words Essay

Comparative project success factors - 2550 words - Essay Example e above mentioned course, we will also try and make a few suggestions that, according to us, might have rendered to a better strategic move and hence, less of a fiasco. Every case study has a conclusion to make. Ours happens to outline the wrong moves and learning from the mistakes made by those involved in the strategic decision making of the above mentioned three projects. While we will be discussing the chosen three projects in details later, let us get a brief outline of the same to assist the uninitiated. The Millennium Dome Project was termed as one of the biggest and most exceptional of the projects undertaken so far. Many politicians amongst the country took personal strides to make the project work. Millennium dome was built to serve as a memento for the third millennium, and hence the name, while its purpose was to exhibit art. Our next project, the London Ambulance Project, is one that helps many in their course of lives. It has one of the largest fleet of medical services, with 24x7 help, offering mobile medical services. It is one of the oldest establishments and still runs to its utmost capacity. The Terminal 5 project in Heathrow airport is also one of the oldest projects, taking over 18 years to take form, shape and finally life. In this project, a new terminal – terminal 5 – was developed to enable smooth processing and fl ight availability by the BAA officials. a) The Millennium Dome – We have already explained what the main purpose of Millennium Dome was. Let us now take a look at the specifications of this project. The Millennium Dome was originally conceived by the John Majors Conservative government, mainly to celebrate the third millennium. However, the scope for the conception was small in nature. When the new government entered, lead by Tony Blair, in 1997, the project assumed a new and larger than life scope. The project was allotted  £399 million, while the size for the whole project too increased by manifolds. The design and

Exploring Amanda of The Glass Menagerie Essay -- Glass Menagerie essay

Exploring Amanda of The Glass Menagerie      Ã‚  Ã‚   Tennessee Williams has a gift for character. Not many playwrights do, and even fewer possess the unique ability to craft a character as paradoxical and complex as Amanda Wingfield. In The Glass Menagerie, Amanda is a very difficult character to understand because of her psychological disposition. Williams realizes this and provides the reader with a character description in hopes of making the character more accessible to meticulous analysis.    AMANDA WINGFIELD the mother. A little woman of great but confused vitality clinging frantically to another time and place. Her characterization must be carefully created, not copied from type. She is not paranoiac, but her life is paranoia. There is much to admire in Amanda, and as much to love and pity as there is to laugh at. Certainly she has endurance and a kind of heroism, and though her foolishness makes her unwittingly cruel at times, there is tenderness in her slight person. (Williams 781)    â€Å"Before the first lines are spoken Amanda's complexity is established†(Falk 126) by the nuances a... ...4. Falk, Signi. "The Southern Gentlewoman." Modern Critical Interpretations Tennessee Williams The Glass Menagerie. ed. Harold Bloom. NY: Chelsea House Publishers, 1988. Jackson, Esther Merle. The Broken World of Tennessee Williams. Madison: & of Wisconsin P, 1965. Parker, R.B., ed. Twentieth Century Interpretations of The Glass Menagerie. Englewood Cliffs: Prentice, 1983. Williams, Tennessee. The Glass Menagerie. Masterpieces of the Drama. Ed. Alexander W. Allison, Arthus J. Carr, Arthur M. Eastman. 5th ed. NY: Macmillan, 1986. 779- 814.

Affirmative Action is Reverse Discrimination Essay

Racial discrimination has long been an issue especially in the United States which is considered as a melting pot of different people from different ethnic and cultural backgrounds. Black people have experienced extreme even radical form of discrimination for centuries, but now, the black people found an ally in the affirmative action policy. This policy, after some time of implementation sparked debate since some people, even the blacks themselves, say that giving racial preferences is never a good thing. The policy has affected admission aspects in schools and employment in jobs. Two job applicants, a white male and a black male, even with the same qualifications, the black male will likely get the job because of racial preference provided by affirmative action. Black people are being given a definite advantage and white people would find this an unfair treatment. The same goes for school admission policies where minorities are being given a higher preference over white people in order to maintain a diverse student body. Thesis Affirmative action laws were made to eliminate or reduce discriminatory acts but there are numerous claims that these laws have reversed the tide. Affirmative actions laws may no longer be considered fair in this current setting since it only results in reverse discrimination and it is no longer an effective means of providing opportunities for minority groups. This reverse discrimination is constituted by racial preferences for blacks. This racial preference clouds the judgment of many educational institutions and employers since racial background is being analyzed instead of just the plain qualifications which some white people might find inappropriate. Affirmative action was envisioned to put an end to racial discrimination especially against black people. Under this policy, black people were given higher preferences in job and in admission policies in universities. This is however not an answer to eliminating discrimination. Instead of giving higher preferences to those people who are being discriminated such as the black people, a better alternative solution to racial discrimination would be to find steps to eliminate discriminatory acts and leveling the field so that all people from different ethnic backgrounds will be presented with equal opportunities. Since the black people are being given higher preferences, this may appear as a form of discrimination against white people. Affirmative action, instead of fulfilling its intention of eliminating discrimination, rather contributes to it. One of the major focuses of the affirmative action debate is its inclusion in university admission policies which show higher preferences for black applicants. Many people have been calling for the ban of the use of affirmative action in the public arena. Voters in California, Washington and Michigan have already submitted amendments to their state constitutions that would prohibit the use of affirmative action in the public setting (Prince & Ryan, 2007). According to actor and columnist Joseph Phillips, affirmative action is not an issue of nondiscrimination, it is now about racial preferences. He emphasized on the point that racial preferences is not an effective way of fighting racism, instead, it brings about negative stereotypes especially in the educational sector wherein it pertains to a person’s intellectual capacity and academic capabilities (Prince & Ryan, 2007). In a Supreme Court ruling in 2003 which involves the University of Michigan which makes use of racial preferences in its admission policies, the court highlighted the goal of having a diverse student body which is brought about by affirmative action but critics say that this decision by the court would only spark more law suits and that the critics of affirmative action would continue to put pressure on the Department of Education to discontinue the use of the policy (Marklein, 2003). Evidences have been presented regarding the effects of affirmative action; however, these evidences always seem imperfect and ambiguous. A review of the policy during the Clinton administration indicated that active federal enforcement of the policy in the 1970s resulted in government contractors moderately increasing the hiring of minority workers. Studies have indicated that there is only a meager increase in the employment of black males. Employment share of black males in contractor firms in 1974 was 5. 8 percent and this figure only increased to 6. 7 percent in 1980. On the other hand, the increase in non-contractor firms was from 5. 3 percent to 5. 9 percent. Also, a substantial number of black government employees got their jobs or promotion to managerial rank because of affirmative action even if qualifications are questionable (Galston). In the education sector, it was only during the height of the affirmative action policy that the enrollment of black people was on a steady rise. From only 4. 9 percent in 1955, black enrollment went up to 7. 8 percent in 1970. The figure further increased to 9. 1 percent in 1980 and 11. 3 percent in 1990. On the other hand, according to a report from the Census Bureau, Hispanics holding bachelor’s degrees or other advanced degrees went up to 9 percent in 1994 from only 5 percent in 1970 while the rate for blacks is 12. 9 percent from 4. 5 percent (Galston). Another issue that rises with affirmative action is that minority groups may gain an image of inferiority since the whites may think that a black student was able to enter the university or a black person is able to get a job only because of affirmative action even if the black person has all the necessary qualifications (Hoffman). Overall, the past 30 years has been fruitful for the black people as they generally lived better lives with better education and income all because of racial preferences. This has resulted into what Seymour Martin Lipset classifies as a â€Å"growing differentiation† within the community of black people from the growing black middle class to the ghetto poor. The affirmative action program would work better if it would remove barriers for those who have the credentials to succeed instead of giving them a definite advantage in admissions. Anti-Thesis Supporters of affirmative action make use of the argument that it is necessary for the people compensate for years of discriminations against blacks. Many black people approve of affirmative action because it provides recompense against the discrimination that they have experienced and endured in the past but not all black people share this kind of insight. Steele said that, theoretically, affirmative action is in moral symmetry with fairness. She described the policy as reformist and corrective as well as repentant and redemptive. The country is trying to make up for its sins and wants to correct it but black people will lose more than what they will gain from the policy (Steele). Some also argue that it is difficult to remove stereotyping and discrimination without the policy and that it is needed to maintain diversity. Another argument states that affirmative action should continue because racism still exists in this society. The argument that affirmative action is needed for the white people to compensate for the discrimination against blacks is shrouded in hatred and appears as a form of retaliation against the white people. However, retaliation will not improve the situation. It might even spark more discrimination against black people if affirmative action policies continue to be implemented and this could lead to more hatred and discrimination against the minority groups. According to Kimberle Crenshaw, a professor of law at the University of California, affirmative actions removes the obstacles so that people from the minority groups can qualify and compete. With affirmative action, blacks, Hispanics and other minority group find it easier to get a job because of racial preferences geared toward these minorities (Prince & Ryan, 2007). Affirmative action exists because there is discrimination, if there is no discriminations, affirmative action would not be needed in this society. The fact that affirmative action exists is because there is still discrimination and it is still needed in the current setting. Those who believe that affirmative action is in conflict with their interest must be made to see what benefits it provides to the society. Racism is still dominant in the United States which is why affirmative action must stay (Noguera, 1996). According to Linda Chavez, founder and president of the Center for Equal Opportunity, the Michigan University case speaks of admission and scholarship programs for minority groups which make use of substantially different standards and must include the racial background. People against the policy said that they will take their case to the ballots but the court has already made it clear that it is the university’s prerogative to include race in the admission policy to ensure the diversity of the student body (Marklein, 2003). The 2003 Supreme Court ruling allowed admission officials to consider race in the selection process. Colleges and universities have no obligation to use racial preferences but they may adopt such policies to meet a satisfactory level of student diversity. Arthur Coleman, a former official under the Department of Education said that adopting diversity is a choice and is not mandated by any law or policy. According to a survey by Public Agenda, 79 percent of Americans agreed that it is important for schools to have a diverse student body while only 54 percent approved of affirmative action programs. In a separate poll conducted by Gallup before the court handed out its ruling, only 49 percent said that they are in favor of affirmative action while 43 percent said that they are not in favor (Marklein, 2003). Synthesis Affirmative action was made to eliminate discrimination but discrimination would not likely be eliminated if the method used to eliminate it is discriminating in itself since it results in a reverse discrimination. Instead of blacks being discriminated, the white people are now the ones being discriminated because of racial preferences given to black people in school admission policies and employment opportunities. Arguing that affirmative action is fair because blacks were once discriminated to a great extent is not valid since it is only driven by hatred towards white people who were discriminating the blacks and other minorities (Steele). Also, continuing affirmative actions only causes white people to hate the blacks because of the racial preferences that they are being handed. White people who believe that they have the qualifications but are turned down while a black person gets in may think that affirmative action gave him a disadvantage and not because the black person is really qualified (Hoffman). Affirmative action will not eliminate racial discrimination but it rather contributes to it. The policy may have its benefits every now and then, but generally, it is no longer applicable in the current setting as more and more white people are feeling the negative effects of the policy. It does remove barriers so that people from minorities can compete but it comes with a price. They gain an image of inferiority because people may think that it is only because of affirmative action that they have reached a certain level of success and not because they are really qualified (Hoffman). The Supreme Court has handed out its decision in the Michigan University case and the decision maintained that the school may use the race as part of the admission policy to maintain the diversity of the student body. Even without affirmative action, colleges can use race as a basis of application to meet a desired rate of student diversity since having a diverse student body promotes a better learning environment (Marklein, 2003). Ultimately, data indicates that affirmative action is no longer effective which means that it is time to adopt an alternative policy (Galston). A better way of embracing diversity would be to encourage minorities from a young age to work for their goals and get a good education. Assisting people from poor socio-economic backgrounds to gain resources and motivation should also be done so that they will also be competent when it comes to school admission and job-seeking. This is a lot better than giving them preferential treatment because they would not be treated as inferiors (Hoffman). Conclusion To conclude, affirmative action may have been an effective way of reducing racial discrimination against minorities, but now, it is no longer applicable to be used in the current setting since it results in reverse discrimination. The white people are now put in a seat that was once held by other minorities. Affirmative action might trigger hate targeted towards the blacks and other minorities because of the reverse discrimination. The policy which gives racial preferences also connects inferiority with minority groups. A better way of eliminating discrimination is by leveling the playing field not by racial preferences but by providing equal opportunities for whites and minority groups. References Prince, Andrew & Ryan, Erica. 21 November 2007. Is it Time to End Affirmative Action?. National Public Radio. Retrieved July 8, 2008 from http://www. npr. org/templates/story/story. php? storyId=16337441 Marklein, Mary Beth. 24 June 2003. Despite ruling, affirmative action debate is far fr

Critical Analysis Of Fahrenheit 451 - 1266 Words

To begin, in Fahrenheit 451, Ray Bradbury incorporated: a censorship aspect intended for the book, social commentary, and the social critical analysis which relates to conflicts in our world today. To continue, censorship can be considered a â€Å"threat† to society, for example, Bradbury uses the concept of the overuse of media and how it can affect the world and the people around you. Furthermore, Bradbury’s key focus was to satirize the excessive use of television and the media as a news and entertainment source in the 1940s and 1950s. However, the irony of this all is the fact that today’s society has come to the excessive use of media by individuals of generations used for entertainment and news sources. Now, if you look back in time to†¦show more content†¦Of course, Bradbury didn t know this would truly all come true to some extent, but the use of ethos he inputted in his novel was almost as if he was foreshadowing the near future. In Fahrenheit 4 51 the society had access to â€Å"media† in a sense but it was very limited. In the book it states, â€Å"When they give you lined paper, write the other way†. This quote is especially significant because of the time period, many citizens weren t as educated opposed to today s society which meant no one was looking to be outstanding and different. To compare, it was in a sense like a domino effect, every citizen followed the exact routine and appeared the similar, however, that s all they knew. Because of the limited restriction citizens had, it allowed the hierarchy to increase more control over individuals. On the other hand, the difference between Fahrenheit 451 and other dystopian novels is that Bradbury s novel does not focus on a ruling elite, nor does it portray a higher society, but rather, it portrays the means of oppression and regimentation through the life of an uneducated and complacent, though and ultimately honest and virtuous, working-class hero (Mont ag). As you continue, throughout part two: The Sieve and the Sand, Bradbury provides more social commentary on the dystopian society through Montag s conversation with Faber and his experience with Mildred s friends. In the novel, when Montag allows FaberShow MoreRelatedCritical Analysis Of Fahrenheit 4511209 Words   |  5 PagesFahrenheit 451 is a dystopian novel by American writer Ray Bradbury, published in 1953. The novel describes a futuristic society in which books are outlawed and firemen burn any that are found. 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