The Renaissance And Its Impact On The European Renaissance

With the dark ages coming to end and the economy of Europe slowly beginning to rise again, a giant scale cultural revolution like never before was slowly beginning to sweep over Europe. Becoming what we now know as the European Renaissance, every aspect of European life changed because of this revolution. The Renaissance began a renewed interest in the people to seek knowledge and question what the world around them meant. The Renaissance wasn’t just about learning however, it included exploring the world, art, and focusing on what the human being had to offer in society. This focus on the human being on an individual level became what is commonly known as Humanism. Humanism can be seen as the central essence of the Renaissance because it questioned everything society, be it religion or the government, had to offer. The Renaissance can actually be divided into two different sections in Europe, the Italian and latter Northern parts. The Northern Renaissance includes all the cou ntries in Western Europe directly not tied to Italy. Beginning in Italian city states, the central ideas of the Renaissance had a rippling effect throughout Europe. The European Renaissance was a giant shift in cultural and technological paradigms that paved the way for Europe to leave the middle ages and enter the Modern Age. To begin with, what exactly spurred this newfound interest in knowledge and the arts? The origins of the Renaissance can actually date back to the crusades of the medieval ages.Show MoreRelatedImpact Of The Renaissance751 Words   |  4 PagesWhenever I think about the renaissance, I think of the of the dark ages. The Renaissance was a period in European history, that took place during the 14th through the 17th century. Accordant Leonardo da Vinci he describes the culture of the Renaissance as â€Å"the cultural bridge between the Middle Ages†. Renaissance started in Italy during the period of medieval, then it slowly spread throughout Europe. The ter m Renaissance over the years, has become synonymous with ideas of expanding, rebirth and culturalRead MoreEssay about Italian and Northern European Renaissance758 Words   |  4 PagesItalian and Northern European Renaissance The Italian and Northern Europe Renaissances were both an important mark in history by changing the ideals of life, thought, culture, and art of the people’s of this time. In this paper I will explain the motive for change in these cultures, including the similarities and differences of the two cultures. The Italian and Northern European Renaissance was the marking point for leaving behind the old ways and moving into the more classicalRead MoreThe Role Of Gender During The Renaissance Period1466 Words   |  6 PagesA critical point in European history was the Renaissance period, which took place between 1300-1700. The term Renaissance stands for ‘rebirth’, and in this context refers to the increased interest that was taken in learning from Greek and Roman classical writing. Recent exploration by historians into the Renaissance period has seen a fixation on the discussion of the role of gender during the Renaissance. A variety of historians, such as Joan Kelly and Merry E. Weisner, believe that women didn’tRead MoreThe Harlem Renaissance s Influence And Impact1262 Words   |  6 PagesThe Harlem Renaissance s Influence and Impact The Harlem Renaissance era is known for its rich culture and being the source for many African American breakthrough artists such as Alain Locke,W.E.B DuBois, and Ethel Waters. . Whether it be the diversity of music, drama, art, or literature, it’s surely present during that period of time and still is today. Many questions about this time period include â€Å"How was Harlem life like back then?† â€Å"What is the Harlem Renaissance?†, and â€Å"How did itRead MoreInterpreting Modern History: Revival of the Appreciation of Art894 Words   |  4 PagesModern history was the abandonment of European confinement. I understand modern history as being the revival of the appreciation of art, ideas, and moral values known as the Renaissance. During and before this time period, the majority of the European population was deeply embedded and blinded by the church. It is my understanding that Modern history is comprised of a sequence of events. It was not limited to specific dates, it was a continuous cycle of religious and political strives for power,Read MoreGunpowder Revolution In The Revolution1069 Words   |  5 Pagessuch a change in the world through giving Europeans power, accomplished by facilitating the renaissance and allowing them to conquer much of the world. Gunpowder was able to evolve and change along with these powerful European states. What began as an invention in China Lorge, 818-820 became a horrific weapon in the hands of the Europeans. This evolution was a by-product of the social structure, and less though, but significant, economic structure of European nations, which maximized its effectivenessRead MoreAnalysis Of Christopher Columbus Voyages1234 Words   |  5 Pagesgeographical entity, stereotypes are ingrained in our psyche, making a profound impact on our thoughts, actions, and understandings towards foreign lands and peoples during our travel experiences. At the time of Christopher Columbus’ voyages, Europeans were seeing themselves as superior beings as a result of the renaissance endorsing humanist ideals. In 1486, six years before the first voyage of Columbus, Italian renaissance humanist Pico della Mirandola published â€Å"Oration on the Dignity of Man.† TheRead MoreThe Enormous Growth During the Renaissance1420 Words   |  6 PagesThe term Renaissance in general refers to â€Å"Rebirth† or â€Å"Reconstruction†. To be exact, the meaning came from all the changes experienced and inventive ideas that influence during the European history. The Renaissance occurred between the 14th and 17th century when there was revival in both learning and culture in Europe. It began in Florence, Italy and traveled throughout other city-states in Italy. It mainly occurred in Italy due to the history of Rome and Roman Empire. The Renaissance was a culturalRead MoreRenaissance Humanism Essay816 Words   |  4 Pag esMany diverse ideas flourished during the European Renaissance which had a lasting impact on the world. Humanism is a worldview and a moral philosophy that considers humans to be of primary importance. The aspect of humanism first thrived in 14th century Italy, and later spread north in the 15th century. Initially humanistic ideas about education were quickly adopted by the Italian upper class. The Italian ideas and attitudes towards life and learning impacted nobility in other parts of Europe. TheyRead MoreRenaissance Architecture Vs Gothic Architecture1390 Words   |  6 PagesRenaissance architecture is the European architecture of the period between the early 14th and early 17th centuries in different regions, demonstrating a conscious revival and development of certain elements of ancient Greek and Roman thought and material culture. Stylistically, Renaissance architecture followed Gothic architecture and was succeeded by Baroque architecture. Developed first in Florence, wit h Filippo Brunelleschi as one of its innovators, the Renaissance style quickly spread to other

Company Profile, Environmental And Swot Analysis And Key...

CHAPTER THREE COMPANY PROFILE, ENVIRONMENTAL AND SWOT ANALYSIS AND KEY MANAGERIAL ISSUES This study seeks to develop a five year human resource strategic plan for the National Commission for Civic Education (NCCE). Specific objectives of the research were (a) to identify the current gaps in human resource management at NCCE; (b) to note the effect of the human resource gaps on organizational performance; (c) to ascertain what steps NCCE has put in place to address the human resource gaps; (d) to propose alternative solutions to help effectively address the gaps in human resource management at NCCE; and (e) to turn the alternative solutions into an action plan by way of a human resource strategic plan to be implemented by the management of†¦show more content†¦To develop policies for the consideration of Government from time to time and organize programmes at the national, regional and district levels aimed at realizing the objectives of the Constitution; 4. To formulate, implement and oversee programmes intended to inculcate in the citizens of Ghana, the awareness of their civic responsibilities and an appreciation of their rights and obligations as free people; 5. To assess for the information of Government, the limitations to the achievement of true democracy arising from the existing inequalities between different strata of the population and make recommendations for re-dressing these inequalities. Environment Analysis To be able to effectively analyze and formulate effective policies as to the human resource of the NCCE, it is important to learn about the external factors that can affect the organization. Reasons for this include the fact that, formulated policies would only work if it takes into account external factors that affects an organization. These factors could either strengthen or weaken the established project or formulated policies. According to Zalengera et al. (2014), a macro environment analysis can be diagrammatically illustrated as below: Macro Environment Analysis (PESTLE) Political Factors: It refers to the stability of the political environment and the attitudes of political parties or movements. This may manifest in government influence on public sector organisational policies, or government

Andy Warhol †Paper Free Essays

A fill blade is moved across the screen stencil, forcing ink into the mesh openings for transfer by capillary action during the stroke. Because Andy was not actually drawing on the piece of work, it lost all personal ties with the artist and when he would press the ink filled paper onto what would become the finished piece of work, the lines took an irregular form. Warhol uses repetition in his paintings to guide the on looker away from any feelings f empathy and intimacy. We will write a custom essay sample on Andy Warhol – Paper or any similar topic only for you Order Now His style ends the need for interpretation because the surface of the work is a recognizable reality that still moves the viewers (Ere 9. Whorl’s work can best be described using Plat’s allegory of the cave that man is trapped in a shadowed realm and subjected to the delusion that the shadows are hardly distinguishable from the real world. In Whorl’s paintings after-images of humanity are projected on a surface that has been altered through color and cosmetics so they become unlike real life. The reason he painted so withdrawn can be linked to his lack of social development when he was younger, he was unpleasant tit his classmates, showed little to no appreciation or interest in anything, but he had always seemed to have a goal in mind. It is said that Warhol aimed to become like Henry Matisse because he was so well known in his career that all he had to do was tear up pieces of paper and glue them together and they would become a masterpiece. Warhol aimed to have that world- wide recognition (Wren 12. ) He began to portray celebrities in his works of art. Although the works had very similar names, they were done in different fashions. This shows how Whorl’s work began to regress and become increasingly experimental in such a short amount of time. Both paintings Double Liz and Double Elvis were done in 1963 and both were done with only the medium as a connection. For Double Liz, Warhol set two enlarged illustrations of Liz Taylor on a canvas that was primed with silver; there is hardly a contrast in themes and the figure blends into the background. He creates a rectangular form that is placed in front of the silver’s background. Double Liz was printed on a single, continuous roll of canvas. When creating Double Elvis, he no longer wanted to show a surface tone and this painting shows Elvis slightly overlapping himself and his dealer Irving Blue was instructed to stretch and cut them to Whorl’s desired taste. The two stars were united in an exhibition at the Freer Gallery. Warhol printed almost entirely on silver backgrounds during his most extreme phase of the exhibition’s preparations which amortized his stars not on the â€Å"great silver screen† but in his silver silkscreen paintings (Can’t 114-117. ) Warhol said, â€Å"No matter how good you are, if you’re not promoted right, you won’t be remembered. â€Å"(Wren 23. ) His statement is completely true and this is one of the reasons he took a liking to portraying celebrities in his images. If the celebrities talked highly of him and created a buzz then he would be remembered Just as they would. Andy began his film career in the early ass’s. He wanted to depict simple would be of Just one actor, smoking or eating, because people go to the movies usually to see the star. They were very raw versions of film. Andy wasn’t doing experimental film; he was really experimenting with people and the way they behaved as a character. Warhol enjoyed making movies that had no script, especially no plot because if it had a plot and you have seen it once, then you wouldn’t want to attach it again because you already know the ending. But if it is Just a conversation between two people, then you can catch things you missed the first time. A major theme in all of Ands work is that he enjoys seeing the same image or scene over and over again. He has been called boring because he likes the same things but whether it’s in his prints or films, you can catch something new and different that you may have noticed the first time you saw them and it might evoke a different feeling upon seeing it again (Andy. The subjects of his movies were unlike those being made in the present day. They were really quite simple. What he created promoted the consumer’s interests, he created for himself but the public fell in love. How to cite Andy Warhol – Paper, Papers Andy Warhol – Paper Free Essays Consumerism can best be defined as the promotion of the consumers’ interests and the theory that an increasing consumption of goods is economically desirable. Andy Warhol was amongst many other artists who were attacked for their open embrace of consumerism. He liked the idea that consumerism could unify Americans’ of all different backgrounds but he believed that there was a lack of creativity and originality in advertising. We will write a custom essay sample on Andy Warhol – Paper or any similar topic only for you Order Now Warhol began to use everyday objects as his subjects’ and built on the movement that was later to be recognized as one ignited by him, known as Pop Art. After Warhol moved to New York, work came quickly for him and within a year of arriving, he received huge assignments as an advertising artist for a variety of high standing clients such as Columbia Records, Tiffany ; Co. , Vogue, and many others (The Andy Warhol Foundation. ) Whatever Andy illustrated from shampoo to perfume, there was a sense of decorative originality and it made his work eye catching. He would place various objects in the advertisement and they always had a slight suggestiveness to them, one that businessmen would recognize and approve (Wren 7. Andy stated that he was paid well for his commercial art and whatever was asked of him to draw or paint he would do it, if they wanted corrections he would do it, and after all those corrections, the commercial art would have attitude and style. He believed that the process of creating commercial art was machine-like but it had feeling to it. Whatever he did was machine-like and it was that way because he wanted it to be, he believed that machines had less problems and he wanted mechanical depictions. Warhol was motivated by money and he wanted to be a businessman/artist. The goal of his art was to make a profit because â€Å"if business art doesn’t support its own space, it goes out of business. † (Wren 12. ) Whorl’s success as a commercial designer was due greatly to his ability to take the uneducated and unskilled collectors and throw them in to the most advanced and sophisticated social setting of professional alienation, this he called advertisement design (Sera 8. ) Then the idea of Pop Art came in to play. Andy Warhol became the symbol of Pop Art and almost single handedly modernized the aesthetic tradition in the art world (Fearer . Pop Art challenged the traditions of fine art by adding in the subjects seen throughout popular culture. Sometimes the subject of the Pop Art is removed from its context and combined with unrelated imagery and material. Pop artists created images that anyone walking down the street would be able to recognize in no time and because of this there was a sense of artistic piracy because these image s were not coming from the artist’s imagination but as something they see and select to make their subject. They were things that ranged from comics and shower curtains to liberties and bras. They were images of all the great things that abstract expressionists tried so hard to not notice at all (Wren 13. ) Andy believed that art should not be for the select few but for the mass of America to enjoy. When asked about one of his most famous paintings, The Campbell Soup Can, he said, â€Å"l wanted to paint nothing. I was looking for something that was the essence of nothing, and the soup can was it. â€Å"(Wren 21 . ) Although as Warhol said he prefers to leave his background as a mystery and whenever asked why he made a particular image he makes up a story. He seems to always forget the story he made up the day before and therefore has to come up with a completely new on the next day to satisfy another person’s question. Andy Warhol bridges the gap between two primary poles in modern art and they are the formal/constructivist branch and the avian-garden branch (Mayer 32-33. )When creating art he would use silk-screens, which is a technique that uses a woven mesh to support an ink-blocking stencil. The attached stencil forms open areas of mesh that transfer ink. A fill blade is moved across the screen stencil, forcing ink into the mesh openings for transfer by capillary action ruing the stroke. Because Andy was not actually drawing on the piece of work, it lost all personal ties with the artist and when he would press the ink filled paper onto what would become the finished piece of work, the lines took an irregular form. Warhol uses repetition in his paintings to guide the on looker away from any feelings of empathy and intimacy. His style ends the need for interpretation because the surface of the work is a recognizable reality that still moves the viewers (Ere 9. Whorl’s work can best be described using Plat’s allegory of the cave that man is rapped in a shadowed realm and subjected to the delusion that the shadows are hardly distinguishable from the real world. In Whorl’s paintings after-images of humanity are projected on a surface that has been altered through color and cosmetics so they become unlike real life. Th e reason he painted so withdrawn can be linked to his lack of social development when he was younger, he was unpleasant with his classmates, showed little to no appreciation or interest in anything, but he had always seemed to have a goal in mind. It is said that Warhol aimed to become eke Henry Matisse because he was so well known in his career that all he had to do was tear up pieces of paper and glue them together and they would become a masterpiece. Warhol aimed to have that world- wide recognition (Wren 12. ) He began to portray celebrities in his works of art. Although the works had very similar names, they were done in different fashions. This shows how Whorl’s work began to progress and become increasingly experimental in such a short amount of time. Both paintings Double Liz and Double Elvis were done in 1963 and both were done with only the medium as a connection. For Double Liz, Warhol set two enlarged illustrations of Liz Taylor on a canvas that was primed with silver; there is hardly a contrast in themes and the figure blends into the background. He creates a rectangular form that is placed in front of the silver’s background. Double Liz was printed on a single, continuous roll of canvas. When creating Double Elvis, he no longer wanted to show a surface tone and this painting shows Elvis slightly overlapping himself and his dealer Irving Blue was instructed to stretch and cut them to Whorl’s desired taste. The two stars were united in an exhibition at the Freer Gallery. Warhol printed almost entirely on silver backgrounds during his most extreme phase of the exhibition’s preparations which amortized his stars not on the â€Å"great silver screen† but in his silver silkscreen paintings (Can’t 114-117. ) Warhol said, â€Å"No matter how good you are, if you’re not promoted right, you won’t be remembered. â€Å"(Wren 23. ) His statement is completely true and this is one of the reasons he took a liking to portraying celebrities in his images. If the celebrities talked highly of him and created a buzz then he would be remembered Just as they would. Andy began his film career in the early ass’s. He wanted to depict simple scenes of how people could meet each other and what they cool d discuss. Some films would be of Just one actor, smoking or eating, because people go to the movies usually to see the star. They were very raw versions of film. Andy wasn’t doing experimental film; he was really experimenting with people and the way they behaved as a character. Warhol enjoyed making movies that had no script, especially no plot because if it had a plot and you have seen it once, then you wouldn’t want to watch it again because you already know the ending. But if it is Just a conversation between two people, then you can catch things you missed the first time. A major theme in all of Andy work is that he enjoys seeing the same image or scene over and over again. He has been called boring because he likes the same things but whether it’s in his prints or films, you can catch something new and different that you may have noticed the first time you saw them and it might evoke a different feeling upon seeing it again (Andy. The subjects of his movies were unlike those being made in the present day. They were really quite simple. What he created promoted the nonuser’s interests, he created for himself but the public fell in love. Warhol was a visionary who used such a vague aspect of pop culture and turned it into a phenomenon. No matter which medium of art he chose to engage in, Whorl’s themes centered on consumerism. His work was driven by the idea of being around celebrities and having money, Just a few years later he would become the celebrity and have the most expensive paintings sold in the United States. Works Cited Books: Can’t, Hate. Andy Warhol The Early Sixties: Paintings and Drawings 1961-1964. How to cite Andy Warhol – Paper, Papers

Consumer Buying Process

Question: Discuss about the case study for Consumer Buying Process. Answer: Introduction Value decisions play an important role in the consumer buying process. Additionally, in current business environment, it becomes essential to understand the customer perceived value due to increasing competition in the market (Drummond and Ensor, 2006). Concurrently, as nowadays, customers are more demanding and expect different shopping channels to be provided for the satisfaction of their needs, it also becomes difficult to identify customer-perceived value (Beamish, 2012).The main aim of this report is to identify the perceived value for the customers of Sainsbury with the use of suitable models. It also evaluates the existing value proposition for Sainsbury and also compare and contrast it with the leading competitor in its sector. In addition, it benchmarks the value propositions and also produces a new value proposition in order to match the customers' value criteria. In last, it also develops a plan for implementing the value proposition externally and internally. The company selected for this report is J. Sainsbury Plc. In the year 1869, Sainsbury was established and currently, it operates more than 1,200 supermarkets and convenience stores. It is found that the company employs approx 161,000 co-workers. It is also assessed that the company greatly invests in its stores, distribution channels, and employees to deliver best value and create positive shopping experience (J Sainsbury Plc, 2016). The main focal point of Sainsbury is customers and the company's culture and values play an important role in enhancing the customer satisfaction. Sainsbury's corporate website also reflects that the company owns 16.7% market share in the industry (J Sainsbury Plc, 2016). Identification of the Perceived Customer Value The term perceived value is associated with the product benefits and it shows the importance of understanding how the value is considered by the customers of a particular product or service. There are several models, which are beneficial to understand the customer perceived value for the Sainsbury's customers. One of the models is value hierarchy model of Woodruff (1997). Through this model, the author defined perceived value as desired product attributes or performance of the attributes, desired consequences, and the attainment of goals and purpose of customers (Aulia, Sukati, and Sulaima, 2016). The below figure summarizes this model: Figure 1: Customer value hierarchy model (Source: Aulia, Sukati, and Sulaima, 2016) With the use of this model, it is recognized that Sainsbury's customers perceived value is related to their satisfaction related to product attributes, consequences and goals achievement. For example, customers' perceived benefits for Sainsbury include availability of different clothing and grocery as per their preference, benefits after using the product, and attainment of goals such as fell special after wearing the clothing offered by Sainsbury. Another model is given by Valarie Zeithaml, which defines four diverse classes of customer-perceived value (Buttle and Maklan, 2015). These include low price value, product related value, quality value, and the values expected as a part of customer sacrifices. This model is also supported by the study of Chang and Hsu (2013). In this study, the authors suggested a customer-perceived value model (see the below figure). Figure 2: Model of Customer-perceived Value (Source: Chang and Hsu, 2013) It is clear from the above figure that customers' mainly perceived benefits such as price, quality, and value for their sacrifices including security, privacy of their information, assurance, and satisfaction. With the use of this model, it is identified that customer-perceived value for customers of Sainsbury includes: Price: Customers perceive both financial and non-financial price benefits when purchasing products from Sainsbury stores. For example, customers want big saving offers as a part of price benefit and concurrently, they also desire to get non-price benefits such as loyalty benefits, etc. to enhance their perceived value (Day and Moorman, 2010). Quality: Customers also expect that Sainsbury offers good quality, latest style and design and fresh products to create great customer value. Quality can be valued in different ways including product, service, system and website (Kumar and Steenkamp, 2007). For instance, as Sainsbury allows its customers to online shop, their perceived values include opening of the website with different browsers, availability and clarity of all information, and price information, etc. Sacrifices: Customers also value what they get as a result of their sacrifices. For example, customers want that Sainsbury ensure privacy and security of their personal information, assurance about the product use, and effective service (Chang and Hsu, 2013). In addition, customers perceived values also include fun, entertainment, pleasure, prestige benefits, convenience, etc. when purchasing products from Sainsbury stores. In contrast, from the study by Hassan (2012), it is evaluated that many customers select Sainsbury mainly due to its location, easy access to store and available car parks. Moreover, customers also perceived value from competitive prices, wide range of products and offer and promotions. Existing Value Propositions It is evaluated that Sainsbury gives importance to both price and quality in its current value proposition. In regard to this, it is assessed that the new pricing strategy of the company to continuous lower prices reassures customers that at Sainsbury's stores they can always get a good price (J Sainsbury Plc, 2016). The company invests in getting down the prices of daily products that are demanded by customers through value chain efficiencies (Hassan, 2012). In addition, the company also regularly invests in improving the quality to strengthen its existing value propositions and get success in the increasingly competitive marketplace. It is also evaluated that quality is the main value creating factor that helps in keeping Sainsbury apart from the competition (J Sainsbury Plc, 2016). The company innovated various own-label products, the quality of which strengthen its premier-class goodwill and image. Concurrently, it is also evaluated that the company is able to effectively differentiate itself from other rival grocers due to the main elements of value propositions including quality of the product, improved availability, and wide range of products (Cunningham and Harney, 2012). In addition, Sainsbury also operates different store formats that are effective to meet with the requirements of specific customers as well as create value for them. It is also assessed that labelling is also an effective part of Sainsbury's value proposition and account for about total sale's 60%. It helps the company to transfer the value that customers relate with the retailer of the product (Gbadamosi, Bathgate, and Nwankwo, 2013). At the same time, consideration of ethical value of consumers are also an essential part of its value proposition that significantly contributes in the company's success. It is because some ethical consumers may boycott purchasing of products from retailers, which do not comply with ethical standards (Buttle and Maklan, 2015). In contrary, it is evaluated that Nectar reward scheme that is provided by Sainsbury to its customers is a negative aspect of its value proposition. It is because the company does not invest in this program largely as a result the customers are not very loyal towards this brand. At the same time, it is found that Tesco club card scheme is an important part of value proposition of Tesco. In this, it is found that many customers of Tesco believe that Tesco club card is a main source of value for them that motivate them to keep shopping with that supermarket chain (Hassan, 2012). In addition, it is also assessed that better quality, local store, and availability of wide range of products are some important value elements for Tesco. Thus, it can be stated that there are some similarities in the value propositions that are offered by both Tesco and Sainsbury. For example, both companies focus on improving quality, maintaining price and offering wide product range to create value for custo mers. But, concurrently, it can also be discussed that availability of effective loyalty card scheme makes the value proposition of Tesco more effective in comparison of Sainsbury. For the reason, Tesco runs its own loyalty program, while Nectar is not Sainsbury's own program (West, Ford, and Ibrahim, 2010). Moreover, it is also measured that Tesco also believes that an effective way to add value for customers is through a major cost-cutting program. In this, the company's loyalty program supported greatly as many products' prices cut in half when customers use their points. Thus, it can be concluded that Sainsbury needs to improve its current value proposition to strengthen it as compared to other competitors as well as ensure long-term business survival. Benchmarking the Two Value Propositions In order to benchmark the two value propositions, first, it is essential to understand the main strengths of the competitors' value propositions. Secondly, it is important to know company's own differentiation towards consumers. In relation to the strength of Tesco's value propositions, it is evaluated that Tesco has developed a successful online business in the UK that now is extended to different product categories. Tesco is able to offer a profitable internet shopping experience by leveraging the strength of its traditional mortar and bricks grocery business (Murray, 2013). Tesco's online business caught more than 40% of the total online grocery shopping market. Additionally, its website is the world's most successful online grocery retail business and creates significant value for online customers. Additionally, it is also evaluated that the another strength of Tesco's value propositions is related to its loyalty card scheme, which is valued by customers. The biggest benefit of loyalty cards for Tesco is that these support the retailer to know about what customers prefer to buy (Seth and Randall , 1999). Additionally, on the basis of the customers' previous history, Tesco gives vouchers to customers and also designs offers to deliver the products to customer they receive. In contrary to Tesco analysis, it is assessed from the value proposition analysis of Sainsbury that the continuous focus on products' quality, prices, and supply of safe, fresh, and healthy products supports the company to get ahead from the competition. It is also evaluated that the consideration of ethics in the business as well as commitment towards delivering value to customers positively supported the company to differentiate itself in the eyes' of customers in today's dynamic and competitive business environment (Barnes, Blake, and Pinder, 2009). Moreover, it is also appraised that the focus on five organizational values also ensures the success of the company in current competitive business situation. These values include best food and health, environment respect, integrity, building a good place to work, and contribute a positive difference to the company. It is also evaluated that all these values positively supported the company to deliver value to both customers and employ ees as well as strength its brand image worldwide. In contrast, in relation to the two retailers it is also found that both give importance to socially responsible activities as well as promote environmental safety that also set both Tesco and Sainsbury apart from the competition (Hassan, 2012). It is also evaluated that these elements of value proposition are important for today's organizations, particularly supermarkets to attain competitive advantage. It is because attractive price and advertising are some factors that are adopted by most firms in this sector, but contribution to the community development is not followed by all firms. In this way, it can be one of the most valuable aspects of value proposition. Thus, it is clear that both Tesco and Sainsbury focus on delivering value to customers by offering good quality of various products at fair price to customers. It can also be concluded that Tesco has business strengths such as online retail business and loyalty card schemes that provide its competitive advantage over other retailers in the industry. In contrast, ethics, location, and fresh and good quality of various products are the main aspects of Sainsbury's value proposition that can be benchmarked to ensure its long-term success. It can also be summarized that Tesco has more than one factor in its value proposition that support it to maintain its leading position in the industry. These factors include effective access to stores, online shopping, loyalty cards, wide product ranges, and quality. Additionally, it can also be stated that Tesco's loyalty card scheme can be used as a benchmark in this industry to deliver continuous value to customers. For the reason, nowadays due to increased competition, it becomes essential to make customers loyal towards a particular brand so that their retention rate can be enhanced. Moreover, it can also be stated that as Sainsbury has lack of loyal customers, so it should also focus on making its own loyalty scheme to get long-term business success and growth. New Value Propositions for Sainsbury With the analysis of Sainsbury's value proposal, I have come to know that building and delivering of value to customers as per their expectations is not an easy task for marketing planners. There is need to develop understanding about this concept as well as to know what customers expect from a particular organization in terms of delivering value to them. Additionally, from the Tesco's value proposition analysis, I have also learned that building of loyal customers can be an important success factor for today's business organizations (Hassan, 2012). It is because such customers expend their money, make repeat purchase, and also recommend to others the same company as long as it delivers logical and uniform values to them. It is also important to communicate the value propositions to customers adequately and manage any change in it as per the change taken place in the market. As currently, Sainsbury does not focus on making customers loyal, a new value proposition will be proposed in order to match the customers' value criteria. For the reason, nowadays customers perceive value in terms of taking loyalty benefits offered by the company. In order to develop a new value proposition for Sainsbury, value life cycle will be used. Through the use of this cycle, value elements will be developed at the life cycle's different stages. The below section summarizes the new value propositions for Sainsbury: Introduction of Value: At the stage, with the use of historic data and observations of customers needs and expectations as well as current value proposition, the research and development department along with the marketing section will work to add value (Hassan, 2012). Additionally, customers will also be involved in this step to make the value proposition effective. For example, Sainsbury will develop a loyalty scheme and will also focus on maintaining price and quality to meet with the value standards of customers. Value Appropriation: At this stage, Sainsbury will create value by improving purchase experience of customers. For example, by improving the online presence and providing all information required to make a purchase decision, the value will be created for the customers (Hassan, 2012). Value Use: Customers feel and see the value at this phase through the products or the services actual use (Hassan, 2012). Therefore, at this level, Sainsbury will create value by linking different benefits to the product/service. Renewal of the Value: At this phase, the value is created when value finishes due to expiry of products at a supermarket like Sainsbury (Hassan, 2012). Therefore, in the renewal process, Sainsbury can create value by adding more features and benefits to different product and services. Transfer of Value: In the value life cycle's final stage, the customers can no more get value. Yet, by transferring value from obtained benefits, value can be created (Hassan, 2012). For example, Sainsbury can offer exchange of some used goods at significant discounts. In addition, some value dimensions such as innovators, price ministers, and socializers will also be used to make the value proposition effective that meets with the value criteria of different customers (Hassan, 2012). For example, Sainsbury will continuously invest in developing and improving the technology and the value proposition is related that customers are advanced in technology. Similarly, by considering the price minimizing dimension, Sainsbury will emphasize on selling products not more than competitors' prices (Hassan, 2012). As a result, value for money is the value proposition for customers. Moreover, by making effective loyalty schemes, Sainsbury will develop an interpersonal relationship with main customers. The value proposition here includes believe, trust, closeness, and social relationships. Additionally, it can also be discussed that as the new value proposition supports Sainsbury to develop close relationship with customers, it would be helpful for the company t o attain long-term business growth, success, and survival. Plan to Carry Out the Value Proposition Externally and Internally Both the internal and external environments of the organization are linked with the value proposition. In this, the value proposition internally, defines the firm's operations, as it is interpreted into value creation actions and processes (Saren, 2013). In contrary, externally, it represents the firm in the customers' eyes. It is the reason that to get long-term business success, it is necessary that the value proposition implemented both internally and externally. Therefore, a plan will be developed to enforce the proposed value proposal in both internal and external business environment. Firstly, marketing strategies and tactics will be developed and aligned with other organizational strategies so that best value can be delivered to customers. In addition, to implement the value proposition internally, a new strategic framework will be developed in order to deliver value to end-consumers (Hassan, 2012). This framework will be beneficial to make clear the value proposition that the company should deliver as well as the alignment of products, organizational resources and processes to deliver the value in a profitable manner. At the same time, to implement the proposed values, they will be defined sharply, clearly understood and will be communicated to different stakeholders including customers, shareholders, employees, etc. appropriately (Hassan, 2012). It would be beneficial to ensure the proper application of the value proposition at all leve ls in the organization. Moreover, internally, the firm will focus on attaining the operational excellence so that optimum value can be delivered to customers (Clark and Baker, 2007).Additionally, Sainsbury will identify the operational processes and activities to translate the value proposition and delivering values to customers. For example, market research department will focus on identifying customers' expectations so that benefits can be designed accordingly to create value. In contrast, to externally implement the value proposal, Sainsbury will focus on positioning itself in the eyes of customers (Viscusi, Batini, and Mecella, 2010). For this, effective marketing strategies and plan will be developed by the company. For example, a new marketing mix will be proposed by the company that will consider the new value proposition. The marketing mix is as follow: Product: Wide range of products will be offered with the use of advanced technology, current fashion and as per customers expectations. It would be helpful to meet with the customers' value needs in terms of advance technology and availability of wide product range (Beamish, 2012). Price: Competitive price will be offered to attract and retain customers in grocery retail markets. Concurrently, Sainsbury will also make differentiation on prices and offers in comparison of competitors to positioned itself among customers (Hassan, 2012). Place: It is evaluated that store location is the biggest delivered value along with the store distance and availability of other distribution channels such as parking facilities and online purchasing and delivering (Hassan, 2012).Therefore, to strengthen the current brand image, Sainsbury will improve its current store location as well as online presence. Promotion: Promotion is another element that adds value to customers in terms of discount offers, and other schemes (Drummond and Ensor, 2006). Moreover, loyalty cards are also viewed as the main source of value to customers. Therefore, Sainsbury will promote its loyalty card schemes to customers to strengthen its current image and differentiate itself in the market. Conclusion From the above discussion, it can be concluded that customers of Sainsbury mainly perceived values as locations, availability of range of products, fresh food, and maintaining quality at lower prices that encourage them to visit this supermarket as compared to others. It can also be stated that Sainsbury needs to improve its current value proposition as compared to other competitors. For the reason, nowadays, customers acquire more value from the company that offers them loyalty benefits along with maintaining product prices and quality. The new value proposition for Sainsbury will focus on delivering value by offering different loyalty benefits along with asserting product range, price, and quality. In last, it can also be summarized that the implementation of value propositions both internally and externally would be helpful to ensure the company's long-term success. References Aulia, S. A., Sukati, I. and Sulaima, Z. 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