The Catcher in the Rye Essay Example for Free

The Catcher in the Rye Essay In J. D. Salinger’s The Catcher in the Rye, the protagonist, Holden Caulfield, is put through the harsh reality that is life. Holden is kicked out of school and must make his way back to New York to tell his parents the upsetting news, but he first spends a few days finding himself along the way in the Big Apple. He spends these days thinking and seeing first-hand what the adult world is like, consistently reinforcing his belief that the real world is fake. His hatred for people in general is only bested by his hate for those whom he considers to be phonies, which is just about everyone he meets throughout the novel. Salinger uses strong irony, complex characterization, and a specific setting to display Holden Caulfield’s strong hatred towards people that are phonies and prove that no one is immune to the phoniness. A great deal of the irony in Salinger’s novel arises from Holden’s attitude towards adulthood. He spends most of the novel explaining why adults have ruined his life and yearning to be an innocent child again, yet he himself shows signs of acting and feeling like an adult. The first ironic sequence therefore comes into play when Holden arrives in New York: â€Å"He tries to use the partial appearance of adulthood to his advantage, for example by standing up to show the [bartender] his grey hair† (Gesler 407). This scene shows that in some respects Holden wishes to be an adult, and to enjoy the perks that come with age, but his ideal lifestyle would be that of a child. Children are pure in Holden’s eyes and haven’t succumbed to the darkness that is society. But this isn’t the last time Holden tries to act old; he also invites a prostitute to his room at his hotel. Sunny, the prostitute, arrives and tries to come on to him her so that she can get the job done, but Holden refuses. He can’t have sex with this random woman because Holdens kind of clear-thinking reacts against sex without love, against unclean personal habits, against any manner of rudeness. † (Moore 162). This is ironic because Holden speaks out against things like sex without live but still invites a hooker to his room. There is more irony to this, though: Holden reacts against rudeness in his mind, but inside he is not a very pleasant guy. He is very smart and knows how to act in front of people but he looks down upon almost every person he passes. When he is meeting with his sister, Phoebe, for the first time in the book, she stops him in the middle of a sentence and asks the very straightforward question of whether or not there is anything in the world Holden actually likes, and he struggles very much to find an answer for this. Holden’s entire experience of a few days in New York is based around the fact that he thinks that everyone besides him is a phony, but ironically enough, he is a phony. He lies to himself, and convinces himself that he is not a phony and that his ideal life would be lived in the innocence of a child, when in reality he just goes out into public and pretends to be older than he really is so that he can associate with adults. His admitted worst fault is that he is completely infatuated with a girl named Sally Hayes. Ironically while he calls her the â€Å"queen of the phonies,† he admits that he would marry her on the spot and even â€Å"proposes to Sally that they go off to New England together to live a Farewell to Arms sort of idyllic life† (Trowbridge 686). This is the epitome of an ironic sequence: a boy who could go on forever about how he hates the real world and how it corrupts people into phonies, proposing to a girl whom he refers to one of the phoniest of them all! While his wanting to go out of the country was escaping the phoniness, he himself is ironically being a phony by being in love with a phony. The in-depth characterization of Holden Caulfield has led him to be one of the most well-known and remembered fictional literary characters of all time. Everything about him relates to his hatred of society, adults, and especially phonies. First off, Holden doesn’t believe that school is something that will help him in life, and that it is just something that society is making him do because everyone has to do it. Any part of society, in Holden’s mind, is a bad thing that will corrupt people. Holden’s attitude towards the phoniness of adults is shown early on in the book before he leaves Pencey Prep when he is speaking to his teacher, Mr. Spencer.  Spencer tells Holden that life is a game, and you have to play by the rules. Holden agrees but in his head thinks, â€Å"Game, my ass†¦if you get on the side where all the hot-shots are, then it’s a game all right†¦but if you get on the other side, where there aren’t any hot-shots, then what’s a game about it? Nothing. No game† (Salinger 12). This is not only directly shooting down advice that an elder has just given him, trying to help Holden out, but it is also showing Holden’s view on life as a whole. Holden doesn’t believe there is opportunity; there are fake people with money and power, and people who don’t have money and power. This shows his disgust for humans, especially adults. Quite possibly the best example of Holden’s distaste for adults comes from a scene where he doesn’t even see anyone doing anything disgusting, where no adult is actually doing anything wrong. A few nights before he returns to his home for good, Holden sneaks into his house to see his baby sister Phoebe. During this sequence Holden looks into his sister’s room and sees her sleeping and quickly notices that â€Å"adults, they look lousy when they’re asleep and they have their mouths way open, but kids don’t. Kids look all right. † (Salinger 207). This is the first time in the novel that the reader gets contact between Holden and a child, and he believes that even when the child is sleeping it is better than an adult. Just the very sight of an adult’s mouth being open while he or she sleeps disgusts Holden, while he notes that a child could drool all over itself while he or she sleeps and still look innocent. This is the same scene where Holden and Phoebe get to talk for the first time in the novel. After talking for a brief moment Phoebe becomes aggravated at Holden’s disgust for almost anything in the world and asks him if there’s anything he likes, if there’s anything he likes to do. Holden admits to his sister that the same scene keeps playing through his head; he is in a field of rye with thousands of little kids running around and playing, where he says â€Å"I’m standing on the edge of some crazy cliff. What I have to do, I have to catch everybody if they start to go over—I mean if they’re running and they don’t look where they’re going I have to come out from somewhere and catch them† (Salinger 224-225). Holden is so attached to the idea of innocence and that society corrupts children and turns them into things they’re not, into phonies, that all he can think about is being able to save every child in the world from falling into the traps of society. The setting in The Catcher in the Rye is very important, not only because of the terrible side of New York City, but also because it’s where Holden is from and it is what he knows. New York in itself is made for adults; there’s not much a child can do there in the first place. It is also a land of the rich, famous, and fake. People in New York tend to be full of themselves because they think that their role in the city means more than the next guy’s. This ties into Holden’s childhood and how he has grown up living among the very people he hates, the phonies. The Museum of Natural History is one of Holden’s favorite places in the world; it is where he went when he was younger to escape from the city. During his few days living on his own in New York, Holden decided to take a tour of the museum again and ran into a few children when he was there. He took the children to where the mummies were kept on their request and they ran away in fear of the dark room. It is here where Holden notices the words â€Å"Fuck You† written on the wall in the sarcophagus room. He believes that only a phony trying to show off for a friend would do such a thing but that it could happen anywhere. Holden is so convinced that the world doesn’t care about anything that he says: â€Å"†¦If I ever die†¦and I have a tombstone and all, it’ll say â€Å"Holden Caulfield† on it, and then what year I was born and what year I died, and then right under that it’ll say â€Å"Fuck you† (Salinger 264). He is so convinced that society has lost all manners and has no care in the world what it offends that he is certain his gravestone will be defiled while he rests under it. The setting also leads the reader to a character that convinces Holden that there are no good adults, that everyone is a phony. Holden takes it upon himself to go see his old friend and ex-teacher, Mr. Antolini and his wife. He spends a long time having dinner with the couple before Mrs. Antolini goes to bed and leaves Mr. Antolini and Holden to talk about guy stuff. Holden spends some time explaining what he sees wrong with society and Mr. Antolini answers his problems by saying, â€Å"Among other things, you’ll find that you’re not the first person who was ever confused and frightened and even sickened by human behavior† (Salinger 246). Holden looks up to his old teacher and takes these words to heart, that a lot of people are dissatisfied with society and the grotesqueness of people. Holden then spends that night at the Antolini’s home and is awoken in the middle of the night by Mr. Antolini stroking his hand through Holden’s hair. Scared off by his old teacher’s homosexual advance, Holden leaves the house. This is most dissatisfying to Holden because someone he considered to be a wise friend ended up being a phony as well. Holden Caulfield is disgusted at the very thought of phoniness and his eliefs that society makes people fake and that all adults are bad people eventually leads him to believe that almost everyone is a phony, even though at the same time he is a phony because he himself acts as much like an adult as he can. The fact that the book takes place, for the most part, in New York City greatly adds to Holden’s hatred of phonies because it is a city filled with people, most of them fake. Overall the book plays around that Holden wishes he could stop children from becoming adults so that society would not be able to corrupt them and they would not become phonies like the rest of the world.

Essay --

Used to turn the chickens out on the alfalfa on a sunny morning" reinforces the idea that everyone has a dream, a goal and a fantasy. Crooks may be negative, yet even he, the "nigger", has a vision of one day experiencing the pleasures of his equality again. Crooks Room Crooks room is clearly downgraded compared to all the other workers. As we see he lives in the stable with the horses, and the other workers get a bunkhouse. â€Å"this room was swept and fairly neat†; This shows that he is not an animal like other characters think he is. They also refuse to share a room with him, although this does allow him to leave his â€Å"possession lying freely around†. A number of these possessions reflect his personality; â€Å"a tattered dictionary† which suggests that he is quite articulate. Some of these items also highlight his treatment and segregation from society. He had â€Å"a few dirty books† suggesting they were pornography because he was not allowed into the cat house due to his skin colour or it could just be old books expanding on the fact he was an articulate or intellectual. Crooks did not have a bed as it was basically a hay stack, â€Å"Crooks bunk was a long box filled with straw on which his blankets were flun g†; showing how he was thought of by the boss. As many people saw black men the same as animals, they were treated in the same way; â€Å"Crooks had his apple box over his bunk and in it a range of medicine bottles, for himself and the horses†. Showing that he has no medicine for himself it is all he can gather. All of these possessions were deliberately emphasised by the author to show that Crooks was indeed equal to the others but no one thinks he actually is. How Lennie affects Crooks As Crooks has been so beaten down by loneliness and... ...s born right here in California†. This shows that Crooks does not seem himself as a Negro, he sees himself as an equal because he was born here, where they are born. Crooks tells Lennie about his past; how he use to play with other white kids and never knew why his father did not like it. But as he got older, he realised and has hated white people ever since, because of their treatment towards him. As Crooks is reminded of his hatred towards white people, who tries to show Lennie how it feels to be lonely in an injurious manner. As Crooks knows that Lennie does not understand anything that is being said, he takes this and uses it against Lennie. â€Å"His excitement had increased George can tell you screwy things, and it don't matter". Crooks tries to get Lennie to feel what it is like to be alone, but shortly after, he becomes threaten by Lennie physical power over him. Essay -- Used to turn the chickens out on the alfalfa on a sunny morning" reinforces the idea that everyone has a dream, a goal and a fantasy. Crooks may be negative, yet even he, the "nigger", has a vision of one day experiencing the pleasures of his equality again. Crooks Room Crooks room is clearly downgraded compared to all the other workers. As we see he lives in the stable with the horses, and the other workers get a bunkhouse. â€Å"this room was swept and fairly neat†; This shows that he is not an animal like other characters think he is. They also refuse to share a room with him, although this does allow him to leave his â€Å"possession lying freely around†. A number of these possessions reflect his personality; â€Å"a tattered dictionary† which suggests that he is quite articulate. Some of these items also highlight his treatment and segregation from society. He had â€Å"a few dirty books† suggesting they were pornography because he was not allowed into the cat house due to his skin colour or it could just be old books expanding on the fact he was an articulate or intellectual. Crooks did not have a bed as it was basically a hay stack, â€Å"Crooks bunk was a long box filled with straw on which his blankets were flun g†; showing how he was thought of by the boss. As many people saw black men the same as animals, they were treated in the same way; â€Å"Crooks had his apple box over his bunk and in it a range of medicine bottles, for himself and the horses†. Showing that he has no medicine for himself it is all he can gather. All of these possessions were deliberately emphasised by the author to show that Crooks was indeed equal to the others but no one thinks he actually is. How Lennie affects Crooks As Crooks has been so beaten down by loneliness and... ...s born right here in California†. This shows that Crooks does not seem himself as a Negro, he sees himself as an equal because he was born here, where they are born. Crooks tells Lennie about his past; how he use to play with other white kids and never knew why his father did not like it. But as he got older, he realised and has hated white people ever since, because of their treatment towards him. As Crooks is reminded of his hatred towards white people, who tries to show Lennie how it feels to be lonely in an injurious manner. As Crooks knows that Lennie does not understand anything that is being said, he takes this and uses it against Lennie. â€Å"His excitement had increased George can tell you screwy things, and it don't matter". Crooks tries to get Lennie to feel what it is like to be alone, but shortly after, he becomes threaten by Lennie physical power over him.

Health Disadvantages Indigenous Australians Essay

Socioeconomic factors are associated with education, employment, and income, and each, has a substantial influence on the health of Indigenous Australians. Education, which is inaccessible for many Indigenous people, allows for the greater knowledge of health issues, and the increased understanding of both protective behaviors and risk factors. It is a known fact that with a lack of education or one that is poor, there is a increased risk that there will be less employment opportunities – ultimately leading to little or no income. Hence, the vicious poverty cycle is born. Education enables Indigenous Australians to develop a sense of empowerment, and in turn increases the probability that they will take steps to improve their health. If an Indigenous child has had an insuffienct education, they will not have had any opportunities that assist them in evaluating health information and products. Research has shown those with higher levels of education have a reduced chance of smoking, being inactive and suffering from obesity. It’s the absence and inequality of education that has led to obesity among Indigenous Australians – with 28% of those over 15 being overweight, and 29% diagnosed as obese. Obesity increases the risk of developing health problems including Type 2 diabetes, cardiovascular disease, high blood pressure, osteoarthritis, injury and certain cancers. The individual may not be aware of which foods are healthy, may not be able to afford it, may not take part in physical activity daily, use tobacco and abuse alcohol – and this occurs from deficient education. Additionally, environmental factors influence the health of Indigenous Australians in the areas of geographic location and access to health services and technology. Approximately 24% of people living in remote areas and 45% of those living in very remote areas are Indigenous. Aboriginals living in remote areas will experience negative impacts on their social, emotional and physical health. Indigenous people in these rural areas experience a greater risk of injury due to the dangers associated with travelling on country roads that are often of poor quality, long distances and fatiguing. Indigenous people are 3 times more likely to die from traffic incidents than non-Indigenous people. Aboriginals in remote areas will also face harsh living and working circumstances such as; drought and floods. From this, injury, disease, emotional distress and financial hardships occur. Aboriginal Australians in remote communities with large distances between other people and society may find it difficult to maintain and create social support networks. The inability to make and prolong relationships leads to a sense of isolation, and contributes to poor mental health and depression. Hospitalisation rates for self-harm are representative of mental illness, depression and stress – and in 2006, Indigenous Australians were 3 times more likely to be hospitalized for severe self-harm than other Australians. In 2011, 80% of suicides of the ages 19 to 24 were Aboriginals. This occurs due to isolated geographic location. Evidently it is of utmost importance that there be a strategy put into place to help improve the health of Indigenous Australians in regards to the Socio-economic factor of education, and the environmental factor of geographic location. This strategy must be effective and realistic, to ensure that the gap begins to be closed before 2030. A proposed action that should be put into place is the development of a â€Å"Community Centre†, in the mid point of a rural township. This centre would feature a shuttle bus service, picking up and dropping off the person when wanting to commute to the facility. The shuttle service would hopefully reduce the injury experienced from traffic incidents on rural roads. This community centre would be a hub, where Aboriginals could come, in order to receive educational courses or classes; on the topics of drug awareness and abuse, mental health issues, domestic violence, healthy eating and much more. As well as educational classes, there would be fun activities that they would be able to participate in, such as sports, healthy cooking, arts and crafts and other alternatives. Whilst being at the community centre, there is the opportunity to receive an education, and also forge friendships. The opportunity to receive an education, especially on the topics listed previously would increase the awareness of health issues and knowledge of protective behaviors, fundamentally attempting to break the poverty cycle and enabling empowerment to flourish within the Aboriginal. Whereas the possibility to create friendships, and returning to the â€Å"Community Centre† on a regular basis would assist in the reduction of Indigenous Australian’s in rural area’s feeling isolated and depressed – further reducing the number of hospitalization rates from self harm, mental illness and suicide. In conclusion, it is perceivable that something MUST be done soon in order to close the gap by 2030 to create greater equity between Indigenous Australians and non-Indigenous Australians. There is NO excuse!

Creation Of Moral Development Within Children - 3316 Words

EDU505 MORAL 1 RUNNING HEADER: EDU 505 MORALS Creation of Moral Development within Children By Elizabeth E. Barkley Professor Chris Landis EDU 505- Child Development and Observation Marian University Submitted: March 12, 2016 Table of Contents Abstract.3 Introduction..4 Theoretical Approach..4 Development of Morals6 Analysis and Findings.8 Conclusion10 References....12 Abstract The development of morals values in a human life stems from the exposure and experience of varying degrees of those experiences in the life of a developing child. Popular theorists have wrestled and some won their arguments that, moral development is a social function, and therefore forms as a result of social condition. On the other hand, there is a strong argument from theorists such as Kohlberg that moral development is a mix component of psychological pre-disposition and the condition of a child?s life from the parent roots. Despite many harsh criticism of the Theory of Moral Development from Kohlberg, the stages of development he derived at have offered plausible explanations that moral development can be defined clearly a core function of nurturance. The way a child to acts or not act in any given situation determines whetherShow MoreRelatedEthics And The New Genetics1428 Words   |  6 Pagesideology of cloning has now become a reality. The increasing use of science today is slowly leading to the development of cloning and genetic selection. By altering the genetic make-up of a being, scientists have brought about several questions on how the population would adjust to the â€Å"super-beings,† and what benefits and consequences both human and non-humans would gain with their creations? Authors Francis Fukuyama, who wrote â€Å"Human Dignity,† and The Dalai Lama, writer of â€Å"Ethics and the New GeneticsRead MoreReligious Development Stages Essay1387 Words   |  6 Pages00 p.m. on the due date. An electronic copy should also be sent to the unit coordinator, Gerard.O’Shea@nd.edu.au Maria Montessori developed three developmental stages within the primary school setting. These stages serve as a guide and help teachers in considering the education approach they need to take. In order for children to achieve each of these stages they need to start with a foundation in order for teachers to reach higher ideals with their students (Gobbi, 1998, pg76). A child’s intelligenceRead More Creation In Mythology Essay703 Words   |  3 Pages nbsp;nbsp;nbsp;nbsp;nbsp;The creation of man and the world is a question that has resonated since the conscience of thought and analysis began. We as human beings have the tendency to seek out the reasons and truths of the phenomena that occur around us, and our desire to achieve answers has not hindered our exploration of human existence. 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Moreover, people go through stages or levels of moral development that affect their ability to translate values into behavior. There are distinct levels of moral development that affect behavior. The firstRead MoreRole of Women in Creating Communal Harmony and National Integration1515 Words   |  7 Pagesunder consideration. The positive aspect of such conflicts is that it provides a necessary push to change the group`s organization, interactions, relationships etc for better adaptation to the changing environment. This will help in developing harmony within the group and would also increase the group cohesion so that the group would be able to face strongly, the impinging challenges of the dynamic environment. In the absence of such harmony and integration the chances of survival of the group in theRead MoreCreation Myths: Genesis vs. The Koran1354 Words   |  5 Pagesï » ¿Creation myths: Genesis versus the Koran Creation myths can be profoundly revelatory of the values of the cultures that produce them. They reflect how the culture views its place in the universe, the relations between the sexes, and above all the relationship of human beings to God. The creation myths of the Judeo-Christian tradition and Islam share many similarities. Both put human beings squarely in the center of Gods creation in terms of His importance, and give Man dominance over plants and

Character Analysis King Lear

King Lear is a tragic hero. He behaves rashly and irresponsibly at the start of the play. He is blind and unfair as a father and as a ruler. He desires all the trappings of power without the responsibility which is why the passive and forgiving Cordelia is the perfect choice for a successor. Character Motivation and Behavior The audience may feel alienated towards him at the start of the play considering his selfish and harsh treatment of his favorite daughter. A Jacobean audience may have felt disturbed by his choices remembering the uncertainty surrounding Queen Elizabeth Is successor. As an audience, we soon feel sympathy for Lear despite his egotistical manner. He quickly regrets his decision and can be forgiven for behaving rashly following a knock to his pride. Lear’s relationships with Kent and Gloucester demonstrate that he is able to inspire loyalty and his dealings with the Fool show him to be compassionate and tolerant. As Goneril and Regan become more conniving and vile our sympathy for Lear grows further. Lear’s rages soon become pitiful as opposed to powerful and authoritarian his impotence of power maintains our sympathy with him and as he suffers and is exposed to the suffering of others, the audience can feel more affection for him. He begins to understand true injustice and as his madness takes over, he is beginning a learning process. He becomes more humble and, as a result, realizes his tragic hero status. However, it has been argued that Lear remains self-obsessed and vengeful as he ruminates on his revenge on Regan and Goneril. He never takes responsibility for his daughter’s natures or regrets his own flawed actions. Lear’s greatest redemption comes from his reaction to Cordelia at their reconciliation he humbles himself to her, speaking to her as a father rather than as a king. Two Classic Speeches O, reason not the need: our basest beggarsAre in the poorest thing superfluous:Allow not nature more than nature needs,Mans lifes as cheap as beasts: thou art a lady;If only to go warm were gorgeous,Why, nature needs not what thou gorgeous wearst,Which scarcely keeps thee warm. But, for true need,—You heavens, give me that patience, patience I need!You see me here, you gods, a poor old man,As full of grief as age; wretched in both!If it be you that stir these daughters heartsAgainst their father, fool me not so muchTo bear it tamely; touch me with noble anger,And let not womens weapons, water-drops,Stain my mans cheeks! No, you unnatural hags,I will have such revenges on you both,That all the world shall—I will do such things,—What they are, yet I know not: but they shall beThe terrors of the earth. You think Ill weepNo, Ill not weep:I have full cause of weeping; but this heartShall break into a hundred thousand flaws,Or ere Ill weep. O fool, I shall go mad!(Act 2, Scene 4) Blow, winds, and crack your cheeks! rage! blow!You cataracts and hurricanoes, spoutTill you have drench’d our steeples, drown’d the cocks!You sulphurous and thought-executing fires,Vaunt-couriers to oak-cleaving thunderbolts,Singe my white head! And thou, all-shaking thunder,Smite flat the thick rotundity o’ the world!Crack nature’s moulds, an germens spill at once,That make ingrateful man!...Rumble thy bellyful! Spit, fire! spout, rain!Nor rain, wind, thunder, fire, are my daughters:I tax not you, you elements, with unkindness;I never gave you kingdom, call’d you children,You owe me no subscription: then let fallYour horrible pleasure: here I stand, your slave,A poor, infirm, weak, and despised old man...(Act 3, Scene 2)

Is Masculinity Defined Within The Comedy - 2332 Words

The Merriam-Webster dictionary defines the word Masculine as â€Å"Male: having qualities appropriate to or usually associated with a man† (Merriam-Webster). While another source, the popular comedic Urban Dictionary, presents a more satirical definition of the word Masculine, Often defined as aggressive, strong, and unfeeling or stoic. Being masculine means in modern times, at least, no shows of emotion, no flamboyance, no hugging or even looking at other men, must be interested in sports and physical/violent activity† (Urban Dictionary). Obviously the Urban Dictionary is a comedic source and should not hold the same weight as the definition that comes from the academic source of Merriam-Webster, but the truth that is within the comedy, the absurd structure of what a man should be, is brought out into the light. A question many before us and many after us have and will attempt to answer is how is masculinity defined? The unfortunately anticlimactic answer to this is tha t masculinity is simply what a man chooses to do. In a world of both gender inequity and rapidly shifting gender roles, the term masculinity is becoming more and more simple in definition. In a video made by the Huffington Post to show how modern men described the word masculine, most used dominant diction such as â€Å"power,† â€Å"dominance,† â€Å"strong,† and â€Å"alpha† (Genuske). It wasn t long ago when the word Presidential was synonym to masculine, but with the upcoming 2016 election and the first female to run for aShow MoreRelatedMedia and Visual Culture Interpreted the Notion of Black Masculinity774 Words   |  3 PagesBlack masculinity has been a very intricate and compelling notion. Through media and visual culture, an operational interpretation of black masculinity was coined. From the emergence of the original gangster (OG), to the successful, intellectual middle class black male-Cliff Huxtable as evidenced by a fictional character in t he Cosby show. As more black celebrities advance in their career, more specifically comedians, they further define and challenge the image of black masculinity. When it comesRead MoreVocal Performances in American Stand-Up Comedy2303 Words   |  10 PagesEkke Kanda English 112 Vocal Performances in American Stand-Up Comedy In â€Å"Sounding Gendered: Vocal Performances†, Tom Delph-Janiurek argues that peoples voices are mediated by discourse (Giltrow 277). He explains that voices are interpreted through attribution to recognizable performances of roles and gendered and sexualized performances (Giltrow 276). According to Delph-Janiurek, voices are limited within the confines of certain societal hegemonic norms. 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New Markets and Opportunities for Woolworths-Myassignmenthelp.com

Question: Examine Strategic Marketing alternatives available and recommend a suitable Marketing Strategic and realistic implementation plans that are consistent with the overall objectives of your Organisation. Answer Introduction The report is based on the strategic management of Woolworths which is a supermarket leader of Australia having its operations in Australian and New Zealand (Woolworths, 2017). As a consultant, the strategic marketing alternatives of the company will be analysed and the suitable strategies will be recommended so that the overall objectives of the organisation can be achieved. Identification of new markets and opportunities The company, Woolworths, identifies new markets and opportunities through market research in which it conducts surveys in the potential markets or developing markets to know their tastes, preferences and demands. It then develops certain strategies to attract the customers of the new markets and to make its own place amidst the competitors (Hill, Jones and Schilling, 2014). The information needed by the company The information needed to identify new markets includes the choices of the customers, the spending power of the customers, presence of competitors and the availability of resources. They also need to analyse the Political, legal, cultural, technological, economic and social factors which affect the overall operations of the company (Peppard and Ward, 2016). Latest techniques used to gain information The companies use several techniques to identify new marketing opportunities which include Google Trends, Market scanning, Demographic analysis, Surveys, Trials and experiments, focus groups, etc. Woolworths have to go through the trends and make conclusions about the future of the business in the new market. Feedbacks from the customers, social media and phone numbers are the sources from where the business can make changes and establish itself in the new markets by identifying the opportunities there (Eden and Ackermann, 2013). Ways to measure return on marketing Woolworths run marketing campaigns to establish its business in the new markets in order to grow and expand it. The contribution of the marketing programs can be measured to find out whether it is adding benefits for the business or increasing the costs (Wheelen and Hunger, 2017). It helps in measuring the return on the money invested by the company. The return on the investment can be measured through different ways. It can be calculated by asking the buyers that what made them purchase the offerings of the business. The amount of revenue which is resulted from each of the ad campaign can be tracked and then it can be deducted from the money invested in the same ad campaign and calculate the Return on Investment for the marketing campaign by using the following formula: Return on Investment= (Sales growth- Cost of marketing)/ Cost incurred on marketing Strategic marketing problems of Woolworths Every company have some strategic marketing problems which are to be solved by adopting various measures. Woolworths also faces several strategic marketing problems. Like the increase in the international competition, change in technology, fast paced innovation, lack of skilled workforce and the changing demographics of the consumers which led to the change in the marketing strategies of the companies every now and then (Peteraf, Gamble and Thompson, 2014). Woolworths also face problems in coordinating the functions of marketing and in managing the human relations in the company. The company plans big but the resources to accomplish those plans are not available with the company which disrupts the plans of the company and affects its expansion plans of the future (Walker and Madsen, 2016). Opportunities with Woolworths in terms of their likely fit with organisational goals and capabilities Woolworths have its business strategies with a particular aim and it uses its capabilities to achieve those aims and objectives. The main aim of the company is to retain its leading position in the industry and to expand its business in the other countries. The opportunities available with the supermarket are many which can be grabbed to grow in the fragmented market (Rothaermel, 2015). The company continuously develop new strategies to win over the other grocery businesses. The company has a big opportunity to win over the millions of regular customers which shops for grocery and there are more than 5 lakhs of online customers which can be made the regular customers of Woolworths. The opportunities available with the company include: Change in the customers trends and buying habits Digitisation and online business Technological advances Globalisation (Bolton, 2015). The company have opportunity of attracting the customers from the developing markets and to use their capabilities like a control over the wide range of goods and services and good strategies to achieve its aims and objectives. Impact of opportunities on the current business and customer base The opportunities available with the business have a huge impact on the current business and the customer base of Woolworths. The change in customers trends and buying habits will require the current business to change as per the current requirements of the customers because the company is running by fulfilling the needs and demands of the customers. It also increases or decreases the customer base of the company if the company succeeds or fails in managing as per these trends in the industry (Bolton, 2015). Digitisation and online business changes the scope of the business and the customer base can be increased if the business approaches those customers which are available online and cannot approach the stores of Woolworths. Technological advances will also advance the current business and will increase the customer base of the company. Globalisation also helps the business in expanding and growing and it also gets a change to serve more number of customers (Peppard and Ward, 2016). Assessment of external factors, costs, benefits, risks and opportunities to determine the financial viability of each marketing opportunity of Woolworths Marketing opportunity External factors Costs Benefits Risks Opportunities Change in the customers trends and buying habits Social factors and economic factors Medium High Medium High Digitisation and online business Technological factors and legal factors High High Medium Medium Technological Advances Technological factors and economic factors High High High High Globalisation Social, political and legal factors High High High High (Bolton, 2015). Key provisions of relevant legislation, codes of practice and national standards affecting marketing operations Australia has a national law for fair trading and consumer protection which is Australian Consumer law (ACL). Woolworths have to follow the Act to cover the unfair practices in the market, industry codes and the other regulations related to price safety and monitoring. There are codes of practice for e- marketing also which aims to reduce the volume of commercial electronic messages in Spam and to have best use of the practices in compliance with the act (Australian Government, 2017). Probable return on investment and potential competitors The probable return on investment of Woolworths is approximately 5% for the year ending Dec 2016 (Financial Times, 2016). The potential competitors of the company include Aldi, a German supermarket brand which is slowly and gradually making its place in the markets of Australia. It also has a tough competition from Coles, Wesfarmers and Metcash. Viability and likely contribution of the marketing opportunities in the business Marketing opportunity Ranking Description Change in the customers trends and buying habits 4 The change in the customers lifestyle is a great opportunity for the business which includes medium costs but high benefits for the business. It contributes in the success of the business if it is successful in fulfilling the requirements of the business. Digitisation and online business 3 Digitisation of business includes high costs and high benefits and it contributes a lot to the business but can also be risky for the business. Technological Advances 1 It is because the technological advances can lead to high costs and high benefits to the business. It also contributes highly in the business in the form of giving growth and development to the business. Globalisation 2 Globalisation brings growth and expansion of business which is highly beneficial for the business but also incurs high costs. It contributes a lot to the business Changes needed in the current operations and to maintain the current quality of customer services The current operations of Woolworth are limited to Australia and New Zealand. The company needs to modify its operations to take itself global. The company need to improve its core services to put customers first by giving preferences to their choices and demands (Nair and Dube, 2017). The company need to innovate more in order to satisfy the dynamic population across different countries where it is planning to expand the businesses and also the company need to prepare itself for the supermarkets war in the industry by increasing the frequency of promotions and cutting the prices of the products to protect its own market share (Nair and Dube, 2017). Conclusion It can be concluded that the supermarkets needs to be strategically active and updated as per the needs and requirements in the markets. This is necessary to protect the business and to retain the leading position in the industry of Australia and across the world. References Australian Government, 2017, Legal obligations of marketing, Retrieved from https://www.business.gov.au/info/plan-and-start/develop-your-business-plans/marketing/legal-obligations-of-marketing. Bolton, S 2015, Woolworths workers back at work,Green Left Weekly, (1065), p.3. Das Nair, R and Dube, S C 2017, Growth and Strategies of Large, Lead Firms-Supermarkets. Eden, C and Ackermann, F 2013,Making strategy: The journey of strategic management, Sage. Financial Times, 2016, Equities. Retrieved from https://markets.ft.com/data/equities/tearsheet/financials?s=WOW:ASX. Hill, C W, Jones, G R and Schilling, M A 2014,Strategic management: theory: an integrated approach, Cengage Learning. Peppard, J and Ward, J 2016,The strategic management of information systems: Building a digital strategy, John Wiley Sons. Peteraf, M, Gamble, J and Thompson Jr, A 2014,Essentials of strategic management: The quest for competitive advantage, McGraw-Hill Education. Rothaermel, F T 2015,Strategic management, McGraw-Hill Education. Walker, G and Madsen, T L 2016,Modern competitive strategy, McGraw-Hill Education. Wheelen, T L and Hunger, J D 2017,Strategic management and business policy, pearson. Woolworths, 2017, About Us, Retrieved from https://www.woolworthsgroup.com.au/page/about-us/.