The Great Gatsby By F. Scott Fitzgerald - 1515 Words

1. Nick Carraway narrates the story in both first and third person. I would characterize his voice as contradictory. At some points in the novel, he disapproves of Gatsby’s actions but at other times, he seems to admire him. 2. In the very first chapter we find out that Nick believes Gatsby represents everything he scorns. However, we also learn that Nick exempts Gatsby completely from his usual judgments. 3. Nick is a young man from Minnesota who has been to war and to college. In addition, we find out that his father raised him to not judge others. This particular information is important because it helps the reader to trust that he is a reliable narrator who reserves judgment. 4. The major differences between East Egg and West Egg is that West Egg is home to the new rich (having made their fortunes recently), while East Egg is home to people who have inherited their money from ancestors. 5. Tom Buchanan is a former member of Nick’s social club at Yale and is a very powerful figure. He seems to be a white-supremacist by his interest in a book called The Rise of the Figure. Daisy Buchanan, on the other hand, seems more down-to-earth and accepting of others by the way she teases Tom about the book and â€Å"lounges† on the couch. Jordan Baker, a friend of Daisy’s, is a competitive golfer who becomes bored quite easily. She also seems to be quite dishonest throughout the novel. 6. The death of innocence is a major theme in The Great Gatsby. This theme is most visible in theShow MoreRelatedThe Great Gatsby by F. Scott Fitzgerald1393 Words   |  6 PagesF. Scott Fitzgerald was the model of the American image in the nineteen twenties. He had wealth, fame, a beautiful wife, and an adorable daughter; all seemed perfect. Beneath the gilded faà §ade, however, was an author who struggled with domestic and physical difficulties that plagued his personal life and career throughout its short span. This author helped to launch the theme that is so prevalent in his work; the human instinct to yearn for more, into the forefront of American literature, where itRead MoreThe Great Gatsby By F. Scott Fitzgerald1343 Words   |  6 PagesHonors English 10 Shugart 18 Decemeber 2014 The Great Gatsby F. Scott Fitzgerald s 1925 novel The Great Gatsby is a tragic love story, a mystery, and a social commentary on American life. The Great Gatsby is about the lives of four wealthy characters observed by the narrator, Nick Carroway. Throughout the novel a mysterious man named Jay Gatsby throws immaculate parties every Saturday night in hope to impress his lost lover, Daisy Buchanan. Gatsby lives in a mansion on West Egg across from DaisyRead MoreThe Great Gatsby By F. Scott Fitzgerald1155 Words   |  5 PagesThe Great Gatsby The Jazz Age was an era where everything and anything seemed possible. It started with the beginning of a new age with America coming out of World War I as the most powerful nation in the world (Novel reflections on, 2007). As a result, the nation soon faced a culture-shock of material prosperity during the 1920’s. Also known as the â€Å"roaring twenties†, it was a time where life consisted of prodigality and extravagant parties. Writing based on his personal experiences, author F. ScottRead MoreThe Great Gatsby By F. Scott Fitzgerald1166 Words   |  5 Pagesin the Haze F. Scott Fitzgerald lived in a time that was characterized by an unbelievable lack of substance. After the tragedy and horrors of WWI, people were focused on anything that they could that would distract from the emptiness that had swallowed them. Tangible greed tied with extreme materialism left many, by the end of this time period, disenchanted. The usage of the literary theories of both Biographical and Historical lenses provide a unique interpretation of the Great Gatsby centered aroundRead MoreThe Great Gatsby by F. Scott Fitzgerald845 Words   |  3 PagesIn F. Scott Fitzgerald’s novel, The Great Gatsby, colors represent a variety of symbols that relate back to the American Dream. The dream of being pure, innocent and perfect is frequently associated with the reality of corruption, violence, and affairs. Gatsby’s desire for achieving the American Dream is sought for through corruption (Schneider). The American Dream in the 1920s was perceived as a desire of w ealth and social standings. Social class is represented through the East Egg, the WestRead MoreThe Great Gatsby By F. Scott Fitzgerald Essay970 Words   |  4 Pagesrespecting and valuing Fitzgerald work in the twenty-first century? Fitzgerald had a hard time to profiting from his writing, but he was not successful after his first novel. There are three major point of this essay are: the background history of Fitzgerald life, the comparisons between Fitzgerald and the Gatsby from his number one book in America The Great Gatsby, and the Fitzgerald got influences of behind the writing and being a writer. From childhood to adulthood, Fitzgerald faced many good andRead MoreThe Great Gatsby By F. Scott Fitzgerald2099 Words   |  9 Pagesauthor to mirror his life in his book. In his previous novels F. Scott Fitzgerald drew from his life experiences. He said that his next novel, The Great Gatsby, would be different. He said, â€Å"In my new novel I’m thrown directly on purely creative work† (F. Scott Fitzgerald). He did not realize or did not want it to appear that he was taking his own story and intertwining it within his new novel. In The Great Gatsby, by F. Scott Fitzgerald, he imitates his lifestyle through the Buchanan family to demonstrateRead MoreThe Great Gatsby By F. Scott Fitzgerald1607 Words   |  7 Pages The Great Gatsby is an American novel written in 1925 by F. Scott Fitzgerald. One of the themes of the book is the American Dream. The American Dream is an idea in which Americans believe through hard work they can achieve success and prosperity in the free world. In F. Scott Fitzgerald s novel, The Great Gatsby, the American Dream leads to popularity, extreme jealousy and false happiness. Jay Gatsby’s recent fortune and wealthiness helped him earn a high social position and become one of the mostRead MoreThe Great Gatsby By F. Scott Fitzgerald1592 Words   |  7 PagesMcGowan English 11A, Period 4 9 January 2014 The Great Gatsby Individuals who approach life with an optimistic mindset generally have their goals established as their main priority. Driven by ambition, they are determined to fulfill their desires; without reluctance. These strong-minded individuals refuse to be influenced by negative reinforcements, and rely on hope in order to achieve their dreams. As a man of persistence, the wealthy Jay Gatsby continuously strives to reclaim the love of hisRead MoreThe Great Gatsby By F. Scott Fitzgerald1646 Words   |  7 PagesThe 1920s witnessed the death of the American Dream, a message immortalized in F. Scott Fitzgerald’s The Great Gatsby. Initially, the American Dream represented the outcome of American ideals, that everyone has the freedom and opportunity to achieve their dreams provided they perform honest hard work. During the 1920s, the United States experienced massive economic prosperity making the American Dream seem alive and strong. However, in Fitzgerald’s eyes, the new Am erican culture build around that

Silver Linings Playbook Character Assessment - 1208 Words

Silver Linings playbook Character Assessment The serious effects of mental illness in America have been captured brilliantly in numerous different modern day films. Silver Linings Playbook, a film directed by David Russell, follows a frustrated love story of two mentally unstable individuals. Pat Solitan, played by Bradley Cooper, is a middle aged white adult who is recovering from a failed marriage, and has just recently returned from an eight-month stay in a psychiatric hospital after attacking his ex-wife’s new lover. He returns home to his parent’s house in the suburbs of Philadelphia, where he meets Tiffany Maxwell, played by Jennifer Lawrence. Tiffany is a young, widowed white woman who has recently lost her job and has moved back in with her parents who live in the same neighborhood as the Solitano’s. The two individuals meet one night at a dinner party, and automatically click over a lighthearted dialoged about the numerous anti-psychotics that they have been placed on. Both Pat and Tiffany dis play abnormal behavior throughout the film. Their journey of dealing with their mental abnormalities is at times heart-breaking, but they are able to use one another as a support system in order to get their mental conditions under control. The two individuals display unique behaviors and personality traits that can be analyzed to meet criteria in the DSM-5 for mental disorders. It can be interpreted from the film that Pat has Bipolar Disorder, and that Tiffany hasShow MoreRelatedAnalysis Of The Movie Silver Lining Playbook Directed By David O. Russell1354 Words   |  6 PagesSilver Lining Playbook Review In the film Silver Lining Playbook, directed by David O. Russell and starring Bradley Cooper and Jennifer Lawrence, a character by the name of Pat Solatano Jr. is introduced with the bipolar disorder. Throughout the film Pat goes through life trying to deal with all the ebbs and flows that come his way, all while trying to keep his disorder in check. Have it being his interactions with family and friends, or the way he handles simple misfortunes or disagreements canRead MoreI Am A Sign Of Bipolar Disorder2137 Words   |  9 Pagesrelationship with their peers, ability to work, get an education, and function normally with a balanced mood (Bipolar Disorder,n.d). Bradley Cooper plays a middle-aged man, Patrick Solitano, who suffers from Bipolar Disorder in the movieSilver Linings Playbook. Pat went through many obstacles after a trigger set him off into a rage that landed him at a mental institution for eight months. He spent his life thinking that he just has a short fuse like his fa ther, but later into his adulthood he was diagnosedRead MoreAnalysis Of The Movie Silver Linings Playbook 1614 Words   |  7 PagesIn the movie Silver Linings Playbook, Bradley Cooper plays the main character Pat Solitano Jr. The movie starts off with Pat being released from a psychiatric facility. Pat’s time spent in the psychiatric facility was a plea bargain that his lawyer advised him to make. The court only mandated eight months of inpatient time, and against the will of the doctors in the facility, his mother is discharging him because she thinks that eight months is sufficient time for Pat to become well. On the driveRead MoreThes Diagnosis Of Bipolar Disorder1912 Words   |  8 PagesDiagnostic Assessment: Silver Linings Playbook’s main character appears to be your average man. He comes off as one who may have a steady job that provides him with a reasonable salary, a wife, and possibly a growing family. However, this is only the opinion of someone who has not seen the struggles he deals with daily. After researching through resources such as The Diagnostic and Statistical Manual of Mental Disorders, Fifth Edition (DSM-5) and other scholarly journals, it is evident that PatRead MoreDr. Doe s Disorder1228 Words   |  5 PagesMr. Doe suffers from undiagnosed bipolar disorder, which results in mood swings with stern thoughts brought on by severe stress. John Doe returns home with his parents after being released from an institution and forced to continue therapy. The assessment will look into John Doe’s disorder through the psychologists six theoretical models. Number one of the theoretical model is the biological model. According to Comer, the biological model looks at the biological processes of human functioning toRead MoreAnalysis : Silver Linings Playbook1181 Words   |  5 PagesCassidy Malchow PSYC 275 Dr. Jones Assessment Summary Paper Film: â€Å"Silver Linings Playbook† Identifying Information Patrick Solitano Jr., better known as Pat, is a white male of about 35 years of age who has been diagnosed with bipolar disorder and is undergoing treatment. He was released from a mandatory hospitalization in a detention facility after eight months on the premise that he would continue taking medication, attend therapy, and comply with his restraining orders. He was also assigned

Movie Analysis The Movie Anchorman - 1101 Words

The movie Anchorman: The Legend of Ron Burgundy is based in the 1970s. It depicts the highly male dominated broadcast team and shows the shake up when a woman is hired as a reporter and has aspirations of becoming an anchor the television station. The particular scene shows Ron Burgundy is flustered because Veronica Coringstone is impeding on his masculinity. Burgundy exemplifies hegemonic masculinity by explaining he is a man and a professional, when Coringstone says he his acting like a baby he takes offense and explains he is a man and he his ultimately better than a women because indeed he is a man. Burgundy states, â€Å"I’m a man who discovered the wheel, and built the Eiffel Tower out of metal and brawn. Thats what kind of man I am.†¦show more content†¦Also, using a mixture of quantities and qualitative data could result in more power for their results in the study. For example, they could interview the boys on why they feel one way or another, and concentrat e on the reasons for their aggressive actions and thought process. Using only qualitative or quantitative data shows only one side of the evidence. The second study centers around women and how their gender stereotypes and negative thoughts can create distress, low self-esteem and ultimately submissiveness. The researchers use the example of women entering a highly dominated male work environment. If she does her best not to think about the gender stereotypes, she will internalize her feelings and it will make her loose her confidence (Borton, Reiner, Vazquez, Ruddiman, Anglin, 2011). The researchers randomly assigned women to face a gender stereotype and try to suppress their feelings while working with a male counterpart (Borton et al., 2011). Then they videotaped the women to view their reactions. The hypothesis is based on the assumption that when women are forced to internalize gender stereotype such as inferiority, they will eventually show physical and verbal distress (Borton et al., 2011). Their method involves 56 collage women ranging from ages 18-22. The student’s incentives for participating in the study invo lved extra credit and a chance to win a hundred dollars (Borton et al., 2011). The researches used the blind study method. After the womenShow MoreRelatedHow the Poem Ozymandias Highlights the Fundamental Issue in the Film Watchmen1255 Words   |  6 Pagesfrailty of mankind in the thread of measureless time. It’s not happenstance that one of the main characters in the movie Watchmen refers to himself as Ozymandias. Adrian Alexander Viedt, the smartest and one of the most powerful individuals on Earth, is a contemporary version of the Egyptian king. Though, Adrian Viedt masterfully averted the looming nuclear war and created his utopia in the movie, his feats are concealed to the public just as Ozymandias’s vast empire has been forgotten in the modern worldRead MoreGp Essay Mainpoints24643 Words   |  99 Pagesmultitude of problems faced by America and his helplessness in coming up with solutions): Photoshopped †¢ Inherent bias/political slants †¢ E.g. Fox news channel headed by Republican supporters often portray Democrats in a negative light. Fox’s anchorman compared the logo of the recent nuclear technology forums, approved by President Obama, with the Muslim crescent, accusing Obama of having Muslim inclinations. The logo, in fact, was a representation of the scientific atom and had nothing to do with

Market Analysis

Question: Write an essay onMarket Analysis. Answer: Introduction A comprehensive business plan will get success if business activities involve in accomplishing specific objective of the business. To engage in the new business, a detailed marketing research needs to be done considering a realistic business plan. In this assignment, a new industry will be launched in the city of Melbourne, Australia. The business is all about a small restaurant, Tasty Food Restaurant and will provide services to the local community of Melbourne. After introducing purpose and scope of the business, the plan will analyzed an in depth situation analysis covering environment analysis, customer analysis, competitors market and others. Furthermore, the researcher will clearly include the target market and proposed marketing strategy to reach the ultimate estimated business goal. However, a realistic budget must be incorporated into this marketing plan to execute it successfully. Although the researcher must include all his/her ideas and activities within the budget becaus e this is a small, new restaurant business proposal which is definitely required some time to flourish in the city of Melbourne. To successfully serve for the local community offering delicious multi-cuisine dishes at their best prices and will become one of the efficient and affordable food destination for the local customers is the main purpose of this plan. Scope of the plan The scope of the business is completely depends on the product and market feasibility researches if there have enough opportunity of food business in the local area of Melbourne. Based on the market research the following attributes are justified that the scope of the plan is quite feasible and realistic. The positive attributes are as follows: As predicted, Melbourne to be the Australias biggest city by 2050 (Krockenberger 2015) Growing population and huge food demand Diverse food habits All the above are the fundamental reasons which increases the scope or opportunity of Tasty food restaurants in the proposed market of Melbourne. Methodology Before starting the restaurant business venture in Melbourne, Testy Food Corner will collect data and information through primary method and secondary method. An extensive online survey process will be followed in the quantitative data collection section of primary research. In this sector the business will collect responses regarding the food habits, choices, preferences of consumers. On the other hand, the qualitative research will be done through analyzing the situation of already exists companies who are engage in the same business line in Melbourne. Furthermore, the researcher will explore the market condition by collecting data through the secondary research. Here the significant data and relevant information will be collected by going through brochures, current observations regarding existing business owners pictures of the other small food business and so on. Situation Analysis The current business scenario must be analyzed before start up the business operation. This is the foundation step of any market research project. By analyzing the internal, external environment related to the proposed business, Tasty food restaurant shall be capable to understand target customers, competitors, and environment and so on. Market Analysis Australias most heavily populated state, Victoria has a population of 5.5 million and its capital, Melbourne, is 4 million peoples city, known for its globalised cosmopolitan culture all over the world (Robertson and Yeoman 2014). The best recognized part is that Melbourne is recognized as the nations capital for business start up. Here the small businesses captured 83 percent of all business market in the city of Melbourne (Boschetti, Fulton and Grigg 2014). Though Tasty Food Restaurant is a small food business, the current food market of Melbourne needs to be analyzed to understand the industry trends, business prospects, trends and so on. Changing social trends is responsible for a strong growth in the Restaurants industry over the previous five years. This food industry is expected to post annualized growth of 6.2 percent in the coming by the end of next financial year, to net 13.1 billion. Busy lifestyle is also one of main reasons of Australian flourishing restaurant industry (Walker and Redmond 2014). This trend of the market is expected to continue in 2016-17 by many market researchers and further predicts high revenue by 2.3 percent during that fiscal year. Company Summary Tasty Food Restaurant is the small business company where multi cuisine food dishes will be available. As per the predicted growth in the worlds population from 7 billion in 2011 to over 9 billion by 2050, the company is looking for to establish their business in the local areas at Melbourne by incorporating different cuisine in their menu lists (Guo et al. 2016). Being a small organization, the company is having low workforce strength. Now the company is mainly concentrating to introduce traditional, Chinese, Sushi, and Continental food dishes to attract local consumers. A high degree of domestic cooking and the takeaway food sector with roast dinners, fish and chips, the Australian meat pie are very popular among Australian cuisine. All this will be incorporated in the list of items although the company is visioning to deliver foods at an affordable price. Product Overview: The USP of the Tasty Food Restaurant would be to make available multiple cuisines under one roof. As per the recent trend, Australians are not often stick in one types of cuisine (Alonso and Krajsic 2014). To changing food demand keeping in mind, many unique dishes will be provided for their target consumers. Meat will be the key component of their dishes because Australian cuisine likes to incorporate this in all their dishes (Shariff et al. 2015). On the other hand, there is a huge demand of organic food dishes in Australia (Chen and Elston 2013) In this way, Tasty Food Restaurant would like to possess haute cuisine and nouvelle cuisine establishments, to offer both local and international foods to satisfy strong multiculturalism of Melbourne. This is because Australian cuisine is largely influenced by French food habits. Environmental Analysis Here the researcher will analyze market by PEST analysis: Political: Political barriers to entry in the Restaurant industry are low (Lucas, Cunningham and Lamberton 2013). This indicates Melbourne may have high rate of entries and exits of food establishments in the industry. It means the new entrants can enter the market at significantly low set up costs by leasing equipments, premises, furniture and fixtures and so on. Furthermore, Australia has commitments under the WTO agreements on tariff and non-tariff duties, subsidies, and local support for agricultural products. Therefore, raw materials can easily be available for Tasty Food Restaurant. Economic: Being free market democracy and an impressive economic progress, the company can ensure entrepreneurial development for the market sustainability (Dyster and Meredith 2012). Due to economic development, high skilled workforce availability is the main driving force for any business development. Specifically, it is favorable for small business market. Social: As the globalised cosmopolitan culture of Melbourne, a variety of food preferences are available in the market (Khan 2014). Furthermore, diminishing leisure time and busier lifestyles of Australians have increasing led consumers to turn to restaurant for meals on regular basis (Fung 2013). Therefore, there is a huge market opportunity for Testy Food Restaurant. Technology: There is a concern of rising costs of raw materials, energy and labor in Australia. For this, improved food processing techniques and food preservation system helps to reduced food preparation time in the restaurant industry. Customer Analysis The company needs to satisfy the customer demands on daily basis (Solomon 2014). According to the recent survey report, dining habits of Melbournians rather Australians have changed, but restaurants are still popular (Ausfoodnews.com.au, 2016). Meat and three veg are Australians most popular meal according to that report. There has been found that chicken has certainly overtaken red meats in popularity where 20 percent people are consumed beef and 31 percent consumers like to prefer eating chicken (Forson and Counihan 2013). Research into credit card spending by American Express in Melbourne indicated that expenditure has come fallen down despite restaurants remain popular among Australians. This is further revealed that 83 percent have noted a fall in customer spend driven hugely by changing habits in the environment of restaurant rather than a drop off in customers ((Lee, Sardeshmukh and Hallak 2015). The market has been slightly saturated because up market establishments in inner city suburbs of Melbourne had noted a drop in frequency of customers. Eating deserts are being avoided by major section of Australian consumers. Furthermore, taking huge amount of beverages are among very popular food habits in Australia. Competitors Analysis There are many of the small restaurants already doing business well in the city of Melbourne. However, the best part about that all are created their own market and they do have own range of customers. No prominent brands are dominating the market so far. So there is a huge maker opportunity for Tasty Food Restaurant in Melbourne. The researcher has found some of the small dining restaurants name like Small Victoria, Small French Bar, ARZ Food Services, The European, Hawk and Hunter, Nora and may others (Wellard, Glasson and Chapman 2012). Therefore, Tasty Food Restaurant needs to compete with all quick service restaurants, bars within the area of Melbourne. Recently, this has been noted that many foreign family chain restaurants started their franchising in different cities of Australia such as USA brands Mac Donald, KFC and so on. These restaurants have significantly greater marketing and operating resources that any locally establishing restaurants. Therefore, this new company nee ds to be a perfect strategy for make it successful in the long run. SWOT Analysis In this section, the internal factors regarding the restaurant business which will directly impacts on Tasty Food Restaurant will be evaluated by extensive SWOT analysis in the below: Strength Melbourne has a large population and diverse cultural people are staying together (Krockenberger 2015). It is favorable for the new food restaurant not just because a huge foods will be consumed by consumers but there people will get an opportunity to experiment other cultures food like Thai, Sushi, Chinese and so on. There are a huge skilled workforce are available in the market of Melbourne due to high population (Bahn and Cameron 2013). Tasty food restaurant also get skilled labors at low costs as well. The local availability of the human resource is the biggest advantage for new entrant companies because the company can reduce their business establishment costs at the end. However, low start up costs is strength of this restaurant business. Legal barrier like tariff or non-tariff charges are low in the Australian Market. These factors are favorable for the company because the company cannot face any long proceedings for getting restaurant license to officially operate within Melbourne. A huge product demands are available in the local area of Tasty food restaurant. Such demands not only for Australian cuisine but they also preferred other international cuisines as well. This would surely become one of the prime strengths for the company. Therefore, the company can generate huge revenue if they do business strategically. Stable Australias economy and huge predicted growth of small restaurant business may definitely a strength of the small dining business. Weaknesses: Low turnout of profit at the initial stage shall definitely be considered as a weakness. Australia is a multicultural nation, thus not many customer will enjoy trying other foods out of their culture. Interior design of the outlets or dining space often looks cheap compare to large restaurants available in the city of Melbourne. In the service industry, customers often complaint about service inconsistency or less food quality or hygiene related issues Less financial strength is the biggest concern for any small size businesses. Tasty Food Restaurant, therefore, needs to make financial plan for effectively. Opportunities Increasing demand for multi cuisine dishes among Australians Changing customer habits may be give added inspiration to food service providers to deliver unique dishes or serving a specific type of ethnic food which definitely not served elsewhere in the area. There is less control over franchisees compare to large restaurants or family food chain restaurants. Employment rate will be higher in the food servicing industry to explore new small restaurant in the market Threat In the city of Melbourne, many small existing restaurant businesses are available. So it would definitely become a challenging part to enter in the same market. Low barrier in the entry level makes this industry more competitive Marketing Objectives The marketing objectives are the elemental for incorporating all efforts and ideas for make a successful business. The marketing objectives of Tasty Food Restaurant are to provide a healthy, unique and delicious dining experience. Secondly, the employees are driven by passion for the food they would serve. To provide highest level of customer service with the help of service promotion and make the nest food available to their target customers is another marketing objective of Tasty Food Restaurant. Thirdly, providing multi cuisine dishes at the best market price is other marketing strategy of the company. Target Market In this section, Tasty Food Restaurant would identify who the target customer is for their restaurant business. Here the company is going to target local youth, professionals, and single people. However the company will not consider high end professional executives as their target consumers because they would definitely prefer to book tables in large restaurant for their lunch or dinner options. Here the Australian youth have take away food habits. Generally they like to eat Non-vegetable food dishes. Sometimes, people love to eat organic food dishes, giving priorities to their health. Target consumers Age group Preferred food cuisines Local youth 20-35 Australian cuisine, Sushi, Chinese Single meddle people 35-47 Organic food dishes Professionals Above 25 Thai, Sushi, Chinese Dishes Proposed Marketing Strategy The unique marketing strategy for any new product of the market is the USP of any new business. In this section, the researcher will go through marketing mix technique for accomplish the marketing objectives of Testy Food Restaurant. Product/Service: Tasty Food Restaurant would be responsible for providing good food dishes for the local communities of Melbourne. Establishing how the product is different compare to other small restaurants dishes must be evaluated. The company will introduce new ethnic dishes to gather most of the customer responses. Depending upon the introductory responses, the company would further offer something new. The dishes would be available for all types of customers. Furthermore, variety of beverage items will also be provided for high professionals or local youth of Melbourne. In the menu, different types of meat items would be the delivered to get maximum food satisfaction from their target customers. Price: The introductory food prices must be lower compare to other small restaurant at Melbourne. This lower price structure will continue for short term period when company may establish their brand recognition in the market. Furthermore, the owner of the business will maintain the flexibility regarding the price structure. For instance, different cuisines obviously will use different ingredients. Therefore, price of the raw material must be varied with one dish to another. However, it will ensure by the authority that the cost of every dish must include the cost of the ambiance and workforce wages; otherwise it would be difficult to generate enough revenue at the end of the month. Here the company shall be required to recruit 2 chefs for their restaurants who have experiences in the multi cuisine food preparation before. Therefore, fund will be allocated for additional human resources as well. Promotion: A unique product promotion strategy will be introduced to generate awareness in the market. Here this small business, products will be promoted by mentioning the USP of the business - lowest food dishes, providing fresh quality food for their consumers, or southing ambiance or friendly dining atmosphere where couples or friends can enjoy their time. All this promotional content will be promoted through advertising in the local newspaper, or printed hand bills and many others. All other options like promotion through social media site or website cannot be feasible because these are all expensive promotional platforms. On the other side, Tasty food restaurant will generate traffic during slow times by offering special promotions, for instance, buy 2 meals get one free before 7 p.m to get consumers at the door will be applied occasionally. Place: Melbourne has been chosen as the best city for business establishment. Currently the Central area of Melbourne will be selected for establishing first outlet of this new company. After getting response, the company will later decide if there will be any possibility to explore this restaurant chain in any other parts. Basically those places will be acceptable where large numbers of gathering can be possible such as beside Cinema Hall or theatre, Stadium or educational institutions. Marketing Budget This is an estimated marketing budget where all costs are included which are incurred during product or service promotion in the market. A projected resource allocation is important for make the business going. In this marketing budget, all marketing related expenses shall be incorporated by the Tasty Food Restaurant. The total expense row sums the individual expenses rows of this restaurant company. On the other hand, the annual expense column sums the months for each row, including the net rows. Marketing Budget Marketing Expense Budget Q-01 2016 Q-02 2016 Q-03 2016 Q-04 2016 2017 2018 Advertising $5,000 $5,250 $5,513 $23,706 $26,077 $28,684 Catalogs $2,000 $3,000 $2,000 $2,000 $11,500 $12,700 Product Distribution $3,000 $5,900 $6,400 $3,400 $19,900 $20,300 Promotions $4,500 $4,300 $4,400 $3,600 $15,600 $15,000 Organised events for publicity $2,300 $2,100 $0 $0 $20,200 $22,000 PR $3,800 $2,399 $4,335 $3,455 $14,344 $13,567 Dining space development and further rennovation $14,000 $0 $0 $0 $3,400 $5,433 Service $2,000 $3,400 $2,100 $1,345 $10,200 $11,400 Staff Training $1,300 $1,500 $1,200 $1,100 $6,900 $7,400 Other $1,000 $1,000 $1,000 $1,000 $12,000 $15,000 Total Sales and Marketing Expenses $38,900 $28,849 $26,948 $39,606 $140,121 $151,484 Conclusion With this marketing plan, Testy Food Restaurant can flourish their food dining business in the city of Melbourne. The company has exploited their limited resources for making this marketing plan an effective one. Being a small organization, the company has been promoted their food business through mouth promotion, hand-bills, television marketing, however, the social media platform or official website promotion are not possible for Tasty Food Restaurant. After the detailed situation analysis, this has been figure out that there is no dominating small restaurant within the Melbourne. The researcher has further revealed that there are huge multi cuisine food demands because the city is full of cosmopolitan culture. However, it will definitely take some time to establish the brand recognition among many others. But the goal can be achieved if Testy Food Restaurant introduces new food dishes frequently as per the customer choices. Here the price structure and soothing dining ambiance will definitely take into special consideration. References: Alonso, A.D. and Krajsic, V., 2014. Cost management and small restaurant businesses: a complex balance and the role of management.International Journal of Revenue Management,8(1), pp.1-19. Ausfoodnews.com.au. (2016).Australian Food News. [online] Available at: https://ausfoodnews.com.au/ [Accessed 21 May 2016]. Bahn, S. and Cameron, R., 2013. Sourcing specialised skilled labour in the global arena: A change in the way we view work in Australia?.Australian Bulletin of Labour,39(1), p.19. Boschetti, F., Fulton, E.A. and Grigg, N.J., 2014. Citizens views of Australias future to 2050.Sustainability,7(1), pp.222-247. Chen, S.C. and Elston, J.A., 2013. Entrepreneurial motives and characteristics: An analysis of small restaurant owners.International Journal of Hospitality Management,35, pp.294-305. Dyster, B. and Meredith, D., 2012.Australia in the global economy: continuity and change. Cambridge University Press. Forson, P.W. and Counihan, C., 2013.Taking food public: Redefining foodways in a changing world. Routledge. Fung, A.Y. ed., 2013.Asian popular culture: the global (dis) continuity. Routledge. Guo, Y., Li, S., Li Liu, D., Chen, D., Williams, G. and Tong, S., 2016. Projecting future temperature-related mortality in three largest Australian cities.Environmental pollution,208, pp.66-73. Khan, R., 2014. New Communities, New Attachments: Planning for Diversity in Melbourne's Outer-Suburbs.Journal of Intercultural Studies,35(3), pp.295-309. Krockenberger, M., 2015.Population growth in Australia. Australia Institute. Lee, C., Sardeshmukh, S.R. and Hallak, R., 2015. Innovation as a driver of performance in the Australian restaurant industry. Lucas, T., Cunningham, R. and Lamberton, G., 2013. Small business engagement with sustainability in regional Australia. Robertson, M. and Yeoman, I., 2014. Signals and signposts of the future: Literary festival consumption in 2050.Tourism Recreation Research,39(3), pp.321-342. Shariff, S.N.F.B.A., Omar, M.B., Sulong, S.N.B., Majid, H.A.B.M.A., Ibrahim, H.B.M., Jaafar, Z.B. and Ideris, M.S.K.B., 2015. The Influence of Service Quality and Food Quality Towards Customer Fulfillment and Revisit Intention.Canadian Social Science,11(8), pp.138-144. Solomon, M.R., 2014.Consumer behavior: buying, having, and being. Engelwood Cliffs, NJ: Prentice Hall. Walker, B. and Redmond, J., 2014. Changing the environmental behaviour of small business owners: the business case.Australian Journal of Environmental Education,30(02), pp.254-268. Wellard, L., Glasson, C. and Chapman, K., 2012. Sales of healthy choices at fast food restaurants in Australia.Health Promotion Journal of Australia,23(1), pp.37-41. a