The strategic planning of Marks and Spencer

The strategic planning of Marks and Spencer Marks and spencer started from small stalls becomes one of the uks leading retailers with over 15 million people visiting every year. It is giving to its customers great value clothing, high quality, stylish products as well as outstanding quality of food from different authenticated suppliers. The whole of the report revolves around the strategic planning of well renowned company marks and spencer, it will explore the external environment, its existing business plan, major factors affecting it and the strategic option is also given in this report through which it can overcome the predicted barriers. Companies overview Marks and spencer is come to existence in 1894 by the partnership of Michael with Tom Spencer. They employ over 65000 people, running 450 stores and also flourishing international business. In 2007 Marks Spencer (MS) was the UKs largest clothing retailer with a market share of 11.1%. Food sales accounted for 49.8% of its UK business and had a market share of 4.3%. The groups international business accounted for 7.1% of turnover and had grown to 219 franchise stores in 34 territories worldwide as well as 8 wholly-owned stores in Hong Kong and 13 in the Republic of Ireland. During 2007, it opened 36 new stores including the groups largest ever franchise store in Dubai at 52,000 sq ft. and also opened its first store in Taiwan under a joint venture with President Chain Store Corporation. Strategic management provides overall direction to the enterprise so Johnson and Scholes define strategy as follows: Strategy is the direction and scope of an organization over the long-term: which achieves advantage for the organization through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfill stakeholder expectations.   PEST Analysis Pest analysis is concerned with the environmental influences on a business. The acronym stands for the political, economic, social and technological issues that could affect the strategic development of a business. Political European Committee decision to permit free flow of trade among themselves and other countries under foreign trade regulations makes companies to import their products over time easier than before. MS competitors took advantage of its higher cost structure and bit off some its market share. Economic MS competitors are specialised in niche markets and consumers focus which make them to provide a much better consumers satisfaction. They prefer to import their products from abroad for cost savings, this fact puts MS in a cost disadvantage for a perceived higher quality. Social Consumers concept in the marketplace has changed; they do not sense British products as of high quality. There is a shift in demand for more fashionable clothing. Moreover the price sensitivity of the majority of the consumers has increased leaving MS in a less competitive position. Technological Media played major role of communicating new fashions to the customers. This knowledge can be communicated to the designers and producers, so a manufacturer in Thailand or China can be aware of the current fashion trends in UK. Technology theses days are even more quickly copied than before. Moreover due to the transportation speed a shipment of stock from a country in far Asia will only take a few days instead of a preview time period of over a month. Environmental (Ecological) Selling products produced by suppliers has a much greater affect on the environment on how these products are used and disposed by consumers. Retailers use a huge range of raw materials to produce their goods. Because of this, it is critical to manage the use of these materials sensitively and pay proper regard to how they affect natural habitats and bio-diversity. Legal Offering customers high standards of quality product are essential to meet their requirements. MS are known for delivering world class quality products. Porter 5 Forces Analysis The five force models is basically industry specific within which the firm exists and operates. The rationale behind this model is that industry profitability is not determined by the product quality, nor it embodies high or low technology. It is determined by the structure of the industry. M. Porter, Competitive Advantage of Nations, Macmillan, 1990 Porter explains that there are five forces that determine industry attractiveness and long-run industry profitability. Threat of new entrants New entrants to an industry can raise the level of competition, thereby reducing its attractiveness. The threat of new entrants largely depends on the barriers to entry. High entry barriers exist in some industries whereas other industries are very easy to enter. The most common form of entry barriers are usually the scale and the investment required to enter an industry as an efficient competitor. In consumer product industry this dimension of competition is well prominent. All the existing domestic companies are well set up, reputed, organized and stable manufacturers in the industry and have their own distinct places in the market. A potential entrant may find it uneconomical to take on existing occupants and if it does the gain of market share at the cost of large capital investment besides powerful retaliation of existing manufactures. It may take years (at-least 5 6 years) for an entrant to build reputation for product quality no matter how large its initial advertising campai gn is. Threat of substitutes The presence of substitute products can lower industry attractiveness and profitability because they limit price levels. The threat of substitute products depends on: Buyers willingness to substitute the relative price and performance of substitutes the costs of switching to substitutes The product category Marks and Spencer has is subjected to great threat as different other companies of UK like Primark deals with the same kind of products. Bargaining power of suppliers Suppliers are the businesses that supply materials other products into the industry. The cost of items bought from suppliers (e.g. Raw materials, components) can have a significant impact on a companys profitability. If suppliers have high bargaining power over a company, then in theory the companys industry is less attractive. The bargaining power of suppliers will be high when: There are many buyers and few dominant suppliers there are undifferentiated, highly valued products suppliers threaten to integrate forward into the industry. Bargaining power of buyers Buyers are the people who create demand in an industry. The bargaining power of buyers is greater when there are few dominant buyers and many sellers in the industry products are standardized buyers threaten to integrate backward into the industry suppliers do not threaten to integrate forward into the buyers industry. At the same time Pull strategy is followed as bottom up approach where end users pull the preferred product. Intensity of rivalry The intensity of rivalry between competitors in an industry will depend on: The structure of competition for example, rivalry is more intense where there are many small or equally sized competitors; rivalry is less when an industry has a clear market leader The structure of industry costs for example, industries with high fixed costs encourage competitors to fill unused capacity by price cutting. Degree of differentiation industries where products are commodities have greater rivalry; industries where competitors can differentiate their products have less rivalry. Switching costs rivalry is reduced where buyers have high switching costs i.e. there is a significant cost associated with the decision to buy a product from an alternative supplier Strategic objectives. Swot Analysis SWOT analysis is an important tool for auditing the overall strategic position of a business and its environment. Once key strategic issues have been identified, they feed into business objectives, particularly marketing objectives. SWOT analysis can be used in conjunction with other tools for audit and analysis, such as PEST analysis and Porters Five-Forces analysis. SWOT ANALYSIS OF MARKS AND SPENCERS Strengths Marks and Spencer is a powerful brand. It has a reputation for value for money, convenience and a wide range of products all in one store. M S has grown substantially over recent years, and has experienced global expansion. The company has a core competence involving its use of information technology to support its international logistics system. For example, it can see how individual products are performing country-wide, store-by-store at a glance. IT also supports M S efficient procurement. A focused strategy is in place for human resource management and development. People are key to M S business and it invests time and money in training people, and retaining a developing them. Weaknesses M S is the Worlds largest retailer and control of its empire, despite its IT advantages, could leave it weak in some areas due to the huge span of control. Since M S sell products across many sectors (such as clothing, food, or stationary), it may not have the flexibility of some of its more focused competitors. The company is global, but has a presence in relatively few countries Worldwide. Opportunities To take over, merge with, or form strategic alliances with other global retailers, focusing on specific markets such as Europe or the Greater China Region. The stores are currently only trade in a relatively small number of countries. Therefore there are tremendous opportunities for future business in expanding consumer markets, such as China and India. New locations and store types offer M S opportunities to exploit market development. They diversified from large super centers, to local and mall-based sites. Opportunities exist for M S to continue with its current strategy of large, super centers. Threats Being number one means that you are the target of competition, locally and globally. à ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ã‚ ¢ Being a global retailer means that you are exposed to political problems in the countries that you operate in. à ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬Ã‚ ¢ The cost of producing many consumer products tends to have fallen because of lower manufacturing costs. Manufacturing cost has fallen due to outsourcing to low-cost regions of the World. This has lead to price competition, resulting in price deflation in some ranges. Intense price competition is a threat. Stakeholders Expectation Stakeholders Expectation are those without which our strategic analysis will remain incomplete is about the expectation of stake holders. Stakeholders are those individuals or groups who depend on the organisation to fulfil their own goals and on whom the organisation depends. Share holders expectation includes, Corporate governance chain, Formal requirements and boundaries within which strategy is developed, Organisational stakeholders, Other groups (internal and external) which have expectations and potential influence The expectation of the stake holders of M S conflicts between, Short-term profitability versus growth, Family control versus professional managers, Financial independence versus share/loan funding, Public share ownership demands openness and accountability, Cost efficiency may mean job losses, Mass markets may compromise quality, Mass public service provision versus specialist services Generic models for strategic plan According to Porter, Marks and Spencer is followed by a strategic generic model and the main categories are: Cost leadership Diffferenciation Focus Marks and Spencer is a fascinating case of a company that has lost its strategic focus. Its story illustrates how even the strongest of businesses cannot afford to take their eyes off the competition.   MS lost its way as the UKs leading retailer in the late nineties. Its profits, which had peaked at over 1bn [pounds sterling]. fell by hall as consumers rejected its clothing. In response to competitive pressure from new and existing players, MS made major changes to its strategy in 1998-2000. These included decisions to more away from its St. Michael brand  and to accept credit cards.   By 2004 the company was lacing a huge number of issues, including problems with service standards, dated store formats and the alienation of its traditional customer base. MSs stock was falling sharply. The share price, which had been as high as 650p in 1997, had declined to 270p.   By this time, Rose had unveiled his recovery strategy: selling MS Money: buying the Per Una brand: refunding around 2.5bn [pounds sterling] to shareholders: closing the new Lifestores concept and some Simply Food stores: improving products and services: and broadening MSs appeal and customer base.   Green stated that his offer was final, which meant he would not increase it again for six months unless another bidder appeared. The shareholders decided to back Rose. Green withdrew his offer and the share price fell back to 340p, which was 60p (or a total of 1.3bn [pounds sterling]) less than Greens final offer.  He faced following challenges while doing this right. Increase sales and market share without losing margins. (Rose has been  coy  about this, putting the emphasis on cost savings.)   Cut costs without undermining quality or service. In 2004 MS planned around 300m [pounds sterling] of cost savings, but clearly a proportion of these in 2005-06 would be needed to cut prices to competitive levels.   The recent history of MS highlights the need to manage shareholder value and deliver quickly, especially during turnarounds. In this situation, Rose might find the strategic option grid helpful.   This grid has been used by number of major companies, including Tesco and Diageo, to develop strategies. The options for MS include:   Incremental  strategy This would not really improve MSs long-term competitive advantage and it would be a high-risk approach, because the business would become even more exposed.   Float off food This would make shareholders better off, since the business is probably  undervalued. It would not be inherently hard to do this.   Close more stores This would focus the company on its key outlets, but it might damage the brand and decrease customer loyalty in the process.   Rationalise  the product For example stop selling mens shoes. This would declutter the business and provide an opportunity for growth.   Increase franchise space This would allow in other products, which would create more interest.   Strategy of Marks and Spencer to Improve Performance Marks Spencer plans to spend  £200 million over the next five years on going green strategy as the battle to become the most environmentally friendly retailer steps up. The high street giant, which launches its strategy with an advertising campaign in March, has set some challenging targets, including a pledge to stop sending all waste to landfill and to reduce CO2 emissions by 80 per cent. However, the aspirations will be closely scrutinised by non-governmental organisations, which will want to see if MS will be able to maintain its commitment to them in future years as the deadline to meet its targets near. Stuart Rose, the chief executive, said that he hoped that the cost of the programme would be offset by increased sales. Last year the retailer launched a Behind the Label campaign, which highlighted Marks Spencers environmental and ethical business practices and was one of the retailers most successful advertising schemes. Mr Rose said: We think this is the right thing to do because our customers, employees and, increasingly, shareholders are asking us to. We believe those people will embrace a responsible business. MS has worked on the project for six months, taking advice from Jonathon Porritt, the former director of Friends of the Earth, who said: This plan raises the bar for everyone else not just retailers but businesses in every sector. MSs detailed 100-point plan covers climate change, waste, raw materials, fair trade and healthy living. Elements also include reducing the amount of food imported and labelling those goods flown in, opening a model green factory and four stores and using 50 per cent bio-diesel in its lorry fleet. The retailer also wants to reduce packaging by 25 per cent and to use recycled plastic bottles to make polyester for use in clothing and home furnishings. Rosemary Byrde, global Fairtrade policy adviser at Oxfam, said: Marks Spencer is to be applauded for leading the way. We look forward to seeing the difference this will make and to other major retailers following suit in the near future. Robert Napier, chief executive of WWF-UK, the conservation organisation, said: Such bold aspirations as outlined by Marks Spencer can only help to drive other supermarkets and the retail sector towards supplying products in a way that protects our planet and sustains the natural resources we depend upon. The first change that MS shoppers will notice is a range of fair trade cotton T-shirts. About 20 million garments will be produced over the next 12 months, accounting for about a third of the worlds supply of fair trade cotton. Retailers fought to seize the green agenda throughout last year as environmental and fair trade issues had become increasingly important to shoppers and regulators. Marks and Spencers Mission, Vision, Values and Objectives Marks and Spencers corporate objectives are incorporated in its mission statement. This outlines what the business is and what it should be. Mission statements set out in writing what the firm wants to achieve and often include information on the values of the business. MS outlines its core business as clothing and Food. Its financial objectives is to deliver shareholder value in terms of increase returns, but also in terms of increase sales and market share in retailing. It beliefs and values are outlined as Our customers continue to see Marks Spencer as the place to shop for special food, produced to exacting standards. MS also sees its workforce as an important part of its plan and also considers modernising its stores as a key corporate objective. Vision: The standard against which all others are measured Mission: Making aspirational quality accessible to all Values: Quality, value, service, innovation and trust MS also outlines its corporate social responsibility in its mission statement and considers the needs of other stakeholders too. We have a strong tradition of corporate social responsibility (CSR) but we want to make sure CSR is integrated into our operations at every level Finally, MS also outlines its strategic intent (vision) in its corporate objectives. MS wants to continue its differentiation strategy by delivering freshness, quality and innovation. Strategic Implementation This process involves distribution of resources (financial, personnel, time, and technology support). The next step involves assigning tasks or responsibilities to specific individuals or groups to make the environment clean and it needs to disseminated into the company effectively and efficiently, monitoring the progress and results. Careful assessment of the process, controlling for variances and making the required adjustments form vital components of this process. Strategy Evaluation As the term suggests, this process includes evaluation of the efficacy of the organizational strategy implemented. Therefore, successful strategic management must include clearly defined objectives, careful assessment of both the internal and external situation to formulate the strategy, implementing the strategy and making the required adjustments as and when required. The company must possess a clear vision of its long term plans or a clear business vision. This also includes assessing the financial and strategic objectives. Financial objectives involve measures such as sales targets and earnings growth. Strategic objectives are related to the firms business position, and may include measures such as market share and reputation. (quickmba, 2007). The Environmental scan includes the following elements: Internal analysis of the firm, Analysis of the firms industry (task environment) and External macro environment (PEST  analysis). After deriving and inferring the information from the environmental scan the company should be able to carefully identify and address its weaknesses and external threats and evaluate its strengths. A competitive edge in the market in the market can be based on cost or differentiation.   The stage of implementation essentially involves distribution and organization of the companys resources and staff motivation to achieve the set objectives or goals. Evaluation and control includes monitoring the strategy and fine-tuning it as required. CONCLUSION After mid 1990s MS began to experience internal problems such as information flow breakdown and together with the fact that top management was concerned with international expansion MS was drifted away from its core values such as consumer care and customer satisfaction. MS failed to recognise that consumers were becoming wiser and its competitions much stronger. Most of consumers consider MS to be old fashioned company, this image has to be changed to be in line with the market demand and regain its lost customers to other competitors. Based on the analyses, the author feels that MS requires to be focus on its strategic plan therefore, in formulate a strategy envirmental analysis is required, which will be analysed through pestle, the current situation of Marks and Spencer is also captured then a strategic plan is constructed to overcome the barriers, then it is implemented and evaluated to ensure long-term success. Business must try and use as many tools as possible in order to come out with the best strategy for the organisation. However, firms must try and evade the limitations of these tools so as to formulate the best strategy.

Economic Development of FATA Within Pakistan

Economic Development of FATA Within Pakistan Introduction 1. Situated midway along Pakistans border with Afghanistan is a wedge of rugged terrain, dotted with sparsely populated valleys, home to a dozen Pakhtun tribes and hundreds of clans and sub-tribes. This mountainous land, known as the Federally Administered Tribal Areas (FATA), is made up of seven political agencies and six smaller zones, called Frontier Regions, which separate the tribal agencies from the rest of the country. On three sides, FATA is bounded by the settled provinces of Pakistan. The Durand Line forms its western border. In the 19th century, the area held great strategic importance, serving as a buffer between the British colonial government of India and Tsarist Russia. Starting with the 1979 Soviet invasion of Afghanistan, the turmoil and instability across the border spilled over into FATA. 2. FATA has remained one of the most insular and isolated corners of the country cut off from the mainstream of Pakistani society. Increasingly impoverished and marginalized, they have become an easy pray to terrorist elements. The overall economic situation of the region has remained below normal level due to governmental policies coupled with overall economic decline in the country due to the after effects of GWOT.In the succeeding paragraph an attempt has been made to analyze economic potentials of FATA with a view to initiate an economic development drive in the region. The aim remains to bring facilities of life to its people eradicating social deprivation. Aim 3. To carry out a detailed analysis of present eco sit of Pakistan, with a view to recommend measures for a sustained economic development process within Pakistans economic capacity to spearhead an economic development process in FATA in specific and Pakistan in general. 4. Sequence. The research paper haws been divided into following major parts:- Part I Pakistan Economic Review Problems of Pakistani Economy Part II FATA Economy Agency wise economic potential Recommendations to improve FATA Economy c. Part-IV Budgetary Allocation Recommendations for Sector Wise and Consolidated Budgetary Allocation Part III Economic Developments Models for Development of FATA Reconstruction Opportunity Zones (ROZs) FATA Sustainable Development Program (SDP) GCC EU Friends of FATA Fund (FFF) Recommended Framework PART I 5. Pakistan Economic Overview. Pakistans economy has been fluctuating throughout its 55 years history. The deplorable state of the economy was the result of many years of economic mismanagement and imprudent economics policies of the successive governments. The tragic events of September 11 and their aftermath further exacerbated the already difficult emerging situation on the global economic scene  [1]  . 6. Problems of Pakistani Economy. Few of the major ones are: Political Instability. In Pakistan governance is characterized by uncertain policies, ineffective implementation, limited accountability to clients, regulatory overhangs, and failure of the legal system to provide timely recourse. Lack of Long Term Planning. Despite the establishment of planning commission in 1953, there has not been any meaningful planning. Futuristic needs/trends have not been catered for by so called planners. Nationalisation versus Privatisation. In the past 60 years the country has oscillated between the two options and even now the privatisation drive is marred by personal interests and lack of transparency. Bad Governance. Usually competent/professional people have not governed the state-controlled industries. This had pronounced effect on overall poor output of these units. Poor Banking System. Our banking system has not supported the growth of economy. Money of innocent people deposited with these banks has been loaned to influential people that now stand defaulted. Large Trade Deficit. In 2009, 80% of our imports were financed by our export earnings. This ratio has come down to only 50%, it may go up to 60% but a gap of 40% of financing needs in order to keep with the import level still exists  [2]  . Fiscal Deficit. Pakistans government takes away 20% of national income as its own. 80% is left in the private sector and 20% in the hands of the government is spent on defence, debt servicing, development on education, health, general administration etc  [3]  . Declining Foreign Trade. In 1990, Pakistans share was 0.2% of the world trade. After 20 years it has come down to 0.12% in a very buoyant world economy  [4]  .Pakistan is stuck with only a few commodities textiles, leather, rice, sports, goods and the surgical goods. Poor Economic Indicators. Pakistans indicators in literacy, infant mortality, in access to water supply, primary enrolment ratios are more comparable to Africa rather than to the countries of similar per capita income. Energy Crisis. Our industry is at a disadvantage that they get the orders from foreign countries but they cannot execute the orders because there are electricity outages and in addition of cost of production becomes higher than international competitors. Law and Order Situation. In 2007, Pakistan was one of the most favourite countries among the international investor community  [5]  .However, in two years time we have missed that boat due to alarming law and order situation in the country. Faulty Taxation System. Indirect taxes account for about 80 % of tax revenues, with nearly half of this coming from trade-related taxes  [6]  . This narrowness of the tax base can be traced to weak tax administration. Smuggling / Black Economy. Independent economic analysts estimate an annual direct revenue loss of 25 billion rupees (US$540 Million) to the government because of smuggling  [7]  . Export / Import Imbalances. This is usually over US$ 3-4 billion per annum. The reason is heavy production cost and our inability to convert raw materials into finished goods  [8]  . Heavy External Debt. With over US$ 32 billion, as external debt, even our future economic development is at stake  [9]  . Population Growth. This over hanging liability is a constant disadvantage to our overall economic growth. The effects of our economic growth are eaten away by the rapid growth of population  [10]  . Unrealistic Economic Policies. The absence of competent economist in planning departments of the government has adversely effected the economic growth. Human Resources Management. Pakistan expenditure on social development sector has remained poor. The talent is going to foreign countries due to mismanagement  [11]  . Exports. The Rapidly growing competition in international markets coupled with improved quality standards has resulted in substantial decrease of share in foreign trade. Poor Literacy Rate. Pakistans primary and secondary school enrollment rates are considerably low. The average adult literacy rate is less than 50%.  [12]  . PART II FATA ECONOMY 7. The rural economy is chiefly pastoral, with agriculture practiced in a few fertile valleys. The local economy operates on an informal basis and is undocumented, since few laws providing for the regulation of economic activity have been extended Most households are engaged in primary-level subsistence agriculture and livestock rearing. Some are involved in business and trading, or find employment in the small-scale commercial and industrial sectors. Those unable to earn a living at home migrate to other parts of the country or travel abroad in search of work. Women take active part in agricultural activities, collect fuel wood and fetch water, in addition to attending to household work and family duties. 8. Agriculture  [13]   Small landholders make up the majority of farmers and engage in agriculture mainly at the subsistence level, characterized by the underutilization of land, poor productivity and risk- adverse behavior. Only 7 per cent of the total geographic area of FATA is cultivated, with another 1 per cent recorded as fallow, accounting for roughly half of all potentially cultivable land. Overall production and per-hectare yields in FATA compare poorly to figures for the country as a whole. The yield per hectare for wheat in FATA is just 38 per cent of the national. 9. Poultry and Livestock  [14]   Livestock and poultry are an essential component of the rural economy, providing income support for most farm households. The size of the herd depends on the households capacity to purchase animal feed in the winter and spring months, when natural fodder is thin on the ground. Some 4.9 million ruminants and 6.7 million birds are being reared across FATA.Fish farming is practised mainly at the household level on wasteland and marginal lands. 10. Commerce and Trade  [15]   Commerce and trade form a major source of livelihood in the tribal areas, second only to agriculture. Historically, and particularly during the 1980s, the region was a major centre for opium production and trafficking. Today, the transit trade with Afghanistan provides employment for the local population. 11. Industry  [16]   Industrial activity is restricted primarily to small, owner-financed units, operating without government oversight Some mineral extraction is taking place in various agencies, using outdated technology and antiquated methods. Many seek employment as short-term unskilled labourers or enlist in the local security and paramilitary forces. Those who are able to travel find work in cities across Pakistan as well as in the Middle East. There is considerable local expertise in the manufacture of weapons but production is not regulated and export to the settled areas is illegal. 12. Forests  [17]   Forests are an integral part of the rural economy, playing a significant role in local livelihoods particularly in the mountainous regions. The forest cover is declining rapidly as a result of timber extraction, prolonged periods of drought, uncontrolled grazing, and pressure from fuel wood and fodder collection. Over-exploitation has also affected the natural regenerative capacity of forests. With forest resources rapidly disappearing, the environmental services provided by natural ecosystems have also diminished. Rangeland and pasture areas are in a depleted state, partly from overgrazing but also because of extended periods of drought. 13. Economic Potential Available. A variety of economic potential exists in the tribal areas depending upon the population, land, geography, and vicinity of the Afghan border. These will be covered as per the existing administrative set up of the areas.The agency wise economic potential is covered in succeeding pqrqraphs  [18]  :- 15. Dir, Swat, Bajur and Chitral Agency. As per the old records the major source of economy has been Agriculture. Where so ever agriculture is possible majority of the population depends upon agriculture, but the produce is not sufficient to sustain the complete population therefore grain and certain other items have to be imported from other parts of the country. The second major source of economy has been cattle farming. It is still common in all the highland country and people involved in this profession spend a nomadic life shifting their abode in search of pastures and with the severity of weather. Mineral to include Iron and Copper are also found in the Khashkar valley of Bajour Agency, these are being mined in certain areas and few villages are totally employed in this profession. Inferior Cotton Carpets and Shawls are also made in these areas through which a number of families are sustaining their livelyhood. Forests have been another major source of income and have contribut ed in the overall revenue generation from the area. Deodar forests of upper Dir valley are a famous source of income to thousands of people. Although these are protected by Forest department yet certain rights have been secured by the local population to sustain their livelihood. 16. Mohmand Agency. The Mohmand country comprises barren hills and a little of fertile alluvial plains between the doab of the rivers. Major produce is Grass, Dwarf Palm, Firewood and charcoal. But this produce is meager enough to sustain the population; therefore reliance of majority of the population is on trade through Khyber Pass from Afghanistan. It has been replaced by smuggling of drugs, weapons and other electronic item of Afghan transit trade which passes through Khyber pass. 17. Khyber Agency. The Khyber Pass is the great northern route from Afghanistan into Pakistan and India, while Kurram and Gomal Passes form intermediate communications. Agriculture has been the major source of sustenance besides trade. A limited cottage industry of gun manufacturing also exists in Bara area of Khyber Agency. Now a days smuggling through Afghan transit trade is the main stay of the economy along with drug trafficking and gun running. Cattle farming as a tradition have always been supporting the tribes in Khyber Agency. The Mullagori marble deposits are one of the largest marble deposits of the world. Other mineral deposits in Khyber Agency include soapstone, limestone, dolomite, ciliate, silica sand, barite, mica, and graphite. Marble deposits are found in Mullagori, Sultan Khel, Ghundai Sarand and Loe Shalman. Soapstone is the second most important mineral of Khyber Agency. The major deposit lies 7 kilometres from Jamrud Bazaar. The mineral production figures for the year 2003-2004 include 7260 tons marble, 1,82,160 tons of lime stone, 1200 tons of soapstone and 110 tons of barite. Khyber Agency has a very low industrial base having only three industrial units of significance including the Bara Ghee Mills and two cigarette factories namely One More Cigarette Factory and Tatara Cigarette factory with a total employment estimated at 525 persons. There are other small silk processing units at Alam Gudar Bara, which is basically a cottage industry. 18. Orakzai Agency. Named on a pathan tribe inhabiting the Northern slopes of the Samana range and the adjoining valleys of Tirah. The major source of income is as per Khyber agency agriculture; however a small industry of gun manufacturing also exists in the area. Poppy cultivation, drug smuggling has gained momentum in these areas over the last two decades. 19. Kurram Agency. The Agency has an area of about 1,278 square miles. Agriculture is the major profession in the area. Wherever water is available the soil is highly productive. Major crops are maize, wheat, rice, barley and clover. Apples, pears, grapes, cherries, pomegranates, peaches, and a fruit peculiar to the Kurrram and Tirah, known as the Shalil also grow in abundance and are one of the huge income earning sources. It is said that famine is unknown in Kurram. The agency is accessible from Kohat by the Khushalgarh Kohat Thal branch of the Railway and road link also exists. Forests of Blue Pine and Chinar contribute to the economy of the agency a great deal. 20. North Waziristan. The agency comprises of four large and fertile valleys. These valleys are irrigated by the Kurram, Tochi and Gomal rivers respectively. The lands of the valley are extremely rich, and grow heavy crops of maize, rice, sugar cane, wheat. Agriculture is the major backbone of the economy however smuggling also brings a lot of cash in the agency. Forests of Mulberry, chinar, willow, gurgura and wild olive are also abundant on the slopes of the mountain which can be exploited to bring huge finances in the area. Fruit orchards of apple, apricot and peaches also contribute to the economy of the agency. Cattle forming is also a major source of livelyhood in Pashtoon tribes of the agency. 21. South Waziristan. The lands which lie close to the numerous streams are well cultivated; their extent is insufficient to produce grain for the whole population. Wheat, barley, rice, maize and millet are the chief crops; these are often cut when green for fodder, springing up again before the harvest. Fruit orchards of apple and peaches are also contributing in the economy of the area. The chief mineral product is iron, which is found and smelted in many places, especially in the hills above Makin. Forests include wild olive, gurgura and dwarf palm trees. Mats and ropes are made of the dwarf palm by the men and the women weave rough cloth from wool and blankets from goats hair. Cattle farming is also very common in many a tribes in the area specially the Ghilzai Powindas. Trade has also been a famous profession in the area due to the link through Gomal Pass. It still continues with an amalgamation of smuggling. In certain areas of the agency poppy cultivation has also been reporte d, which is being controlled now days. Recommendations 13. The following is recommended to fasten the rate of development work in FATA to boast its economy and bring it in line with the settled areas of Pakistan:- Development Plan. The Central Government should allocate funds and provide loans to tribesmen organisations and individuals. The loans should be provided on minimal mark up rates and private and public sectors should be encouraged to assist the tribal organisations to develop viable and resource generating economic ventures of their own  [19]  . Share in National Finance Commission (NFC) Awards. NFC Award is based on the population of each province. In view of governments drive to bring FATA into the national mainstream, it is imperative that it be included in the NFC Awards as a separate entity. Transparent Financial Management. A system of transparent financial management should be evolved with participation of general public. The authority of auditor general should be extended to FATA and proper audit of accounts of all government departments should be carried out. Trade Sector. The international efforts for re-construction in Afghanistan and opening up of trade routes to CARs (Central Asia Republics) offer great economic opportunities for Pakistan with an annual trade which may fetch up to one billion dollars. Creation of environments conducive to trade will greatly help in improvement of economic situation. Following measures will help in this regard:- Opening of Trade Routes. Formal trade routes between Pakistan and Afghanistan should be opened on priority e.g. Ghulam Khan Route between Miranshah and Khost Custom Regulations. Relaxed custom regulations to encourage legalization of informal (smuggling) trade. Tribal Chamber of Commerce. The establishment of a Tribal Chamber of Commerce would enable the tribal traders to have better interaction with the national and international markets. Tribal National Bank. It should provide financial services, counselling and planning ability necessary to free the tribesmen from the isolation of an economic island in which they had been living for centuries. Agriculture Sector  [20]  . Agriculture sector can provide a substantive base for economic development. Following measures are recommended in this regard: Adopt the pocket area approach to focus on the production of specific crops in identified production zones. Improve water management practices by introducing efficient water use technologies, and constructing small dams, ponds and reservoirs. Reclaim cultivable wasteland through dry land agriculture. Introduce the use of bio-pesticides. Irrigation network needs to be developed by construction of small dams, check dams and channels. A land settlement system should be evolved on modern lines. Processing facilities should be provided to ensure proper packing and canning of fresh and dry fruit for international markets. Grafting of wild olive trees with fruit bearing species. Fruit culture and off-season vegetables with free fruit saplings and experts. Model fish farms have also been constructed to encourage locals to adapt to the modern systems of enhancing their income. Forestry Sector  [21]  . Forestry sector needs to be explored for economic improvement in the area. Following steps are recommended to be undertaken:- Launching of a conservation campaign for the forests. Encouraging plantation of new trees by provision of free saplings. Establishment of checks for smuggling of timber to Afghanistan. Modernization of timber industry in the area. Provision of assistance to locals for olive grafting and plantation of oaks and chalghoza pines. Live Stock Sector  [22]  . Following steps are recommended in this regard: Improve access to services, including animal health services. Increase the number of female livestock extension workers. Make feed and fodder widely available. Improve the condition and productivity of rangeland, in collaboration with research institutions and the forest department. Introduce new species of fodder, in collaboration with research institutions, farmers, tribes and herders. Enhance livestock production through breed improvement. Set up marketing facilities for farmers. Improve rural infrastructure and access to markets. Declare pocket areas for dairy production, with linkages to agro industry for marketing and service delivery. Ensure that savings and credit services are available to support micro enterprise and on-farm income generation activities. Enable farmers to improve marketing by providing information. Mobilise local communities, and establish linkages with public- and private-sector services for technical assistance and inputs. Encourage and support the establishment of livestock- and poultry-based industry. Develop a database, carry out resource mapping and set up information system to assist in planning and monitoring. Conduct research into animal nutrition and breed improvement. Raise awareness about the importance of the sector in terms of livelihood security, and lobby for adequate funding. Establishment of new veterinary hospitals and artificial insemination centres. Setting up of government subsidized live stock markets. Provision of incentives in the form of easy loans. Establishment of food processing facilities for canning of meat. Minerals Sector  [23]  . FATA has great potential of mineral resources. In order to increase productivity in the mining sector and improve the quality of the product, following strategies will be adopted:- Legal framework governing mining activities to encompass leasing, dispute resolution mechanisms and regulation. Increase the productivity of mines by adopting modern methods to boost quality and reduce wastage. Introduce new technologies through joint ventures on the basis of public-private partnerships. Maintain a healthy workforce by improving safety; develop emergency evacuation procedures. Improve the quality of human resources through intensive training. Following needs to be done to improve the situation in this sector:- (a) To encourage tribesmen either in joint ventures or lease agreements with public and private sectors. (b) The whole of FATA needs to be brought under geological survey mapping. (c) Special funds should for mineral exploration and development on modern lines. i. Industrial Sector  [24]  . However, there is a great potential available for development of certain industries in the area which should be exploited by public and private sector. These include following:- Construction material including cement. Decorative material including wood and marble products. Defence related industries including manufacture of small arms and ammunition. Public and private sectors should be encouraged to set up small scale industries. The option of establishing clusters or pockets in industrial parks will be explored. To set up training centres within functioning industrial units, for marble processing, mining, light engineering or footwear manufacture. Organise local craftsmen into trade guilds for promoting best practice, standardisation and quality control. Set up a regulatory authority for formulating investment-friendly policies through dialogue with stakeholders. Strengthen infrastructure in the region, including roads, electricity and water supply. Hold a regular dialogue with local tribes to promote investment. Short-term mining courses can be arranged by the mining department at the Peshawar University of Engineering and Technology. j. Tourism Sector  [25]  . Recommendations in this regard are as follows: Develop tourist facilities and services at selected locations. Facilitate private-sector involvement in the sector. Promote areas that already witness some degree of tourist activity. Encourage and facilitate inter-agency exchange visits and tours. Carry out research on the cultural and natural heritage of the area, and make this information widely available. k. Infrastructure Development. Following measures are recommended in this regard:- Rehabilitate roads for better connectivity to strategic locations. Construct new roads in remote or underdeveloped areas to generate economic opportunities and improve security. Build new bridges and rehabilitate damaged bridges. l. Good Governance. Good governance is a key prerequisite for achieving the goals set out in the economic development of FATA. Governance system is participatory, supported by a robust legal framework with active public consultations. m. Law and Order. Another basic requirement for socio-economic development is human security. This is of course a critical issue for the people but security is equally important to service providers and government officials who travel to and work in the area. In this regard following is recommended  [26]  : Reinforcement of the Frontier Corps with more manpower, modern equipment, mobility, intelligence, higher salaries and training in counterinsurgency. Properly trained, better equipped and reformed FATA police and Khasadar Force. Fencing of Pak-Afghan border with monitoring sensors Afghanistan and selected crossing places. Phase wise handing over of areas to FC and local Law Enforcement Agencies. n. Conflict Resolution. The people of FATA have long been accustomed to use of violent means for settling of conflict between the members of different tribes and clans. Although an indigenous mechanism for conflict resolution already exists in the form of the jirga, there is perhaps a need to find ways to prevent conflict from occurring in the first place. In this connection, it is worth exploring the possibility of a set of rules and regulations, arrived at by mutual consensus, to serve as a basic charter or code of conduct for peaceful coexistence. o. Private Sector Participation. The private sector has to play a crucial role in achieving the targets of economic development in FATA. The government must improve the framework conditions for the development of the private sector, and encourage public-private partnerships. Budgetary Allocation 14. Each year, the federal government sets aside a block allocation, known as the Annual Development Programme (ADP), intended exclusively for development expenditure. This allocation, disbursed according to province, region, sector or project, is part of the federally funded Pubic Sector Development Programme (PSDP).FATA receives an annual share of ADP funding. In addition to the ADP, the PSDP provides separate funds for programmes and projects in various agencies and FRs, and contributes to donor-assisted initiatives 15. Sector-specific allocations from the ADP are made at the Civil Secretariat FATA, based on priorities and needs. Although the development budget is not intended to finance salaries or recurrent liabilities, in practice this is often the case. Insufficient allocations for repairs and maintenance, meanwhile, mean that some of these costs are also met through the development budget  [27]  . Sector Wise and Consolidated Budgetary Allocation. 16. Details are attached as Annexure A. ECONOMIC DEVELOPMENT MODELS FOR FATA 17. ROZ (Reconstruction Opportunity Zones) Model  [28]  . ROZs would be a specific type of export processing zone, and thus part of a world-wide network of free trade zones

How Far Does Behavioral Sink Go? :: Animals Environmental Wildlife Essays

How Far Does Behavioral Sink Go? If you ask any American what behavioral sink is, they more than likely won’t be able to define the term. It seems that everyone has become subject to this mysterious term, in once sense or another. Behavioral Sink, as described by the author, Tom Wolfe in the excerpt â€Å"O Rotten Gotham† from â€Å"A Forest of Voices†, is the study of how animals relate to their environment. In one of Wolfe’s studies he speaks of this behavioral sink in New York City. He talks about how overcrowding causes this. As observed by Wolfe, New Yorkers tended to be more aggressive and cold towards one another. When driving they were found to be screaming at each other because of traffic, speeding through a crowd getting aggravated and not really knowing why. They all seemed to be greatly stressed with a tendency to foster ulcers. He also studied the effects of overcrowding in Sika deer and rats. They all showed changes in behavior, even when there was plenty of food, water, and shelter due to this lack of personal space. When an autopsy was performed on the animals, it showed that their thyroids seem to enlarge, while their bodies looked genuinely healthy. The deer seemed to die of an adrenaline shock from their thyroids, due to the stress of no personal space. Wolfe seemed to think that if you did an autopsy on the deceased people in New York City, they would show the same general signs of thyroid enlargement. The interesting connection that humans have to rats is the grouping they exhibit. The leader-rats seem to take their own groups and then the average to below average rats gather together. Human aristocrats and wealthier people, like the leader rats, tend to live in suburbs and live in quieter, nicer places. The other people, like the average to below average rats, seemed to live in smaller apartments and much more crowded, less healthy areas like the slums. The average rats showed signs of violence, aggravation, homo and bi-sexuality, and all showed increasing signs of cancer and other diseases. The interesting connection here is that by my own observations, the same things seem to be happening in the world today. How Far Does Behavioral Sink Go? :: Animals Environmental Wildlife Essays How Far Does Behavioral Sink Go? If you ask any American what behavioral sink is, they more than likely won’t be able to define the term. It seems that everyone has become subject to this mysterious term, in once sense or another. Behavioral Sink, as described by the author, Tom Wolfe in the excerpt â€Å"O Rotten Gotham† from â€Å"A Forest of Voices†, is the study of how animals relate to their environment. In one of Wolfe’s studies he speaks of this behavioral sink in New York City. He talks about how overcrowding causes this. As observed by Wolfe, New Yorkers tended to be more aggressive and cold towards one another. When driving they were found to be screaming at each other because of traffic, speeding through a crowd getting aggravated and not really knowing why. They all seemed to be greatly stressed with a tendency to foster ulcers. He also studied the effects of overcrowding in Sika deer and rats. They all showed changes in behavior, even when there was plenty of food, water, and shelter due to this lack of personal space. When an autopsy was performed on the animals, it showed that their thyroids seem to enlarge, while their bodies looked genuinely healthy. The deer seemed to die of an adrenaline shock from their thyroids, due to the stress of no personal space. Wolfe seemed to think that if you did an autopsy on the deceased people in New York City, they would show the same general signs of thyroid enlargement. The interesting connection that humans have to rats is the grouping they exhibit. The leader-rats seem to take their own groups and then the average to below average rats gather together. Human aristocrats and wealthier people, like the leader rats, tend to live in suburbs and live in quieter, nicer places. The other people, like the average to below average rats, seemed to live in smaller apartments and much more crowded, less healthy areas like the slums. The average rats showed signs of violence, aggravation, homo and bi-sexuality, and all showed increasing signs of cancer and other diseases. The interesting connection here is that by my own observations, the same things seem to be happening in the world today.

The Importance of Adequate Carbohydrate Consumption Essay -- Health Nu

The Importance of Adequate Carbohydrate Consumption Severely restricting carbohydrates is not healthy and offers little advantages in terms of fat loss. Consumers of low carbohydrate products are often deceived into believing all low carbohydrate products are better for their health. However, usually when a product claims to have a low amount of carbohydrates, it fails to mention the increase of fats and proteins the product gains to compensate for the lost carbohydrates. In reality low carbohydrate diets increase health risks and give dieters false hopes. Carbohydrates are significant in supplying energy to the body’s needs. Through plenty of carbohydrates, especially for active people and athletes, the body is able to use its’ adequate amounts of energy efficiently. The brain and body prefer to use glucose, a product of the digestion of carbohydrates, as an energy source. Therefore, the severe reduction of carbohydrates has many negative effects on the body. By eating only protein and fats the body will go into starvation mode. In the absence of a sufficient amount of carbohydrates the body is forced to use stored blood sugar from the liver and muscles. This process results in an initial protein tissue loss and urinary loss of electrolytes. Protein tissues, muscles, are mostly composed of water; consequently, the elimination of carbohydrates in the body causes the body to start to undergo a process known as ketosis. With this large amount of water loss, it appears that the body is rapidly losing an abundant amount of weight. Although appealing to the dieter, this rapid weight loss from decreased carbohydrates can pose a variety of health risks. Because of the decreased amount of carbohydrate... ...nd after intense physical activity, the body is able to maintain a balanced level of carbohydrate sources and perform better. The strict limitation of carbohydrates in a diet may appear to give the desired result of weight loss, but actually brings many health risks. Instead, carbohydrates help to reduce health risks, and also provide your body with key sources of energy. Not only are carbohydrates the main source of energy for the body, but they also create fiber which helps the body’s organs to function properly. The consumption of carbohydrates is important for normal functions of the body, but especially for the performance of an athlete. In order for maximum athletic performance, a large amount of carbohydrates must be consumed throughout the period of a workout. Overall the right amount of carbohydrates and exercise are necessary for a healthy diet.

Advertising - Selling a Lot More than Just a Product Essay -- Adverts,

Advertisements for various products are seen everywhere — on billboards, in magazines, on television, and countless other places. What draws the consumer into the advertisement — the actual product, the display of the sensual woman as she drinks a glass of milk, or the muscular man sporting a Ralph Lauren blanket as a loincloth? These types of advertisements display unlikely depictions of men and women to society. Today, advertisers use the influence of gender and sex to sell various products to consumers, resulting in unrealistic expectations of men and women to society. According to Vernon Fryburger, author of the book The New Age of Advertising, â€Å"The most important job for advertising is to â€Å"make a sale† for a product or a service, and to do so it must clearly establish a rapport with its audience, which means that it must consciously stay within relatively narrow bounds of acceptability in terms of language, visualizations, and general background and frame of reference† (15). Advertisers use many different strategies to sell their products to consumers. They spend over 200 billion dollars per year attempting to get the attention of consumers and to influence their decisions. An average person views 250 advertisements every day and over two million advertisements by the time they are twenty-five years of age (Baran 278). When advertisers are working on campaigns, they think about what the consumer wants and needs to see in order to purchase the product. More often than not, attractive, seductive-looking individuals are chosen for ads (Percy and Rossiter 1-5). When advertisers are preparing ad campaigns, they will usually discuss women and men can be profitably pictured (Goffman 25). An example of how ad... ... World of Advertising. Chicago: Crain Books, 1975. Goffman, Erving. Gender Advertisements. Cambridge, Massachusetts: Harvard U.P., 1979. Griffiths, Merris. â€Å"Craig, R. Stephen (1992): ‘The Effect of Television Day Part on Gender Portrayals in Television Commercials: A Content Analysis.’† Internet, 2001. http://www.aber.ac.uk/education/Resdeg/merris09.html. Kahle, Lynn R., Larry Chiagouris, editors. Values, Lifestyles, and Psychographics. Mahwah, New Jersey: Lawrence Erlbaum Associates, 1997. Meyers, William. The Image-Makers: Power and Persuasion on Madison Avenue. New York: The New York Times Book, 1984. Moog, Carol, Ph. D. â€Å"Are They Selling Her Lips?†: Advertising and Identity. New York: William Morrow, 1990. Percy, Larry, John R. Rossiter. Advertising Strategy: A Communication Theory Approach. New York: Praeger, 1980.

A V R Essay

Appearance vs. reality explores how the more persistent illusion will triumph over what the individual want to be true. While reality is persistent, appearance it is less convincing as it based upon the fragile network of an individual’s values, expectation and deepest desires. Pleasantville (1998) directed by Gary Ross examines this idea through the protagonist who escapes his troubles and unforgiving reality to Pleasantville; a fake world that reflects his utopic vision and 1950’s American society.Similarly Robert Frost’s poem â€Å"Birches† shows no matter how hard he tries to escape his reality to a better illusion he was made for himself, reality is persistent and will always bring him back. In Pleasantville the idea that reality will triumph over appearances is shown by David’s negative view of his family and yearning for the family he sees in Pleasantville.. The appearance that David sees in Pleasantville is peace, calm, relaxing and great bu t in his reality it is the opposite of Pleasantville as he has difficult problems with his family.This is shown by of contrast of the perfect family living the American Dream in Pleasantville compared to David’s own family. The montage of shots of all the members of Bud’s family in Pleasantville contrasts heavily to the empty and wide shot of David and just his mother, emphasising how his family is so different from his ideal family on Pleasantville. Although David wants to become part of Bud’s family, he realises this is just an illusion based on his desires.This is clear when he realises Bud’s family isn’t as perfect as it seems through the uncomfortableness he feels with the repetition of the word â€Å"swell† to describe what he thinks is good and returns to his persistent illusion of his real family, his mother. Reality is shown to be the more persistent illusion through the corruption of values in Pleasantville. Jennifer instigates the corruption of Pleasantville by bringing in values and practices of her reality to the untainted illusion of Pleasantville.When Jennifer has sexual intercourse with skip on Lover’s Lane, there is a change in the scenery shown in the close up shot of the grey rose turning into a bright red. The previous monotone colours represent†¦. And the red represents†¦.. This shown that reality is more persistant than the illusion of appearance as†¦. FILL IT IN! Another example is shown through when Betty sees Mr. Johnson for the first time and she starts to feel different from seeing him. The technique that is used is contrast of colour and grey background. The wife changes as she ealise her true feelings, and it is this persistent emotion that overcomes her role as the faithful wife in the American Dream. This shows the wife is being seeing her true feeling and her true reality from Mr. Johnson, ultimately breaking the illusion of appearances . Similarly, in Frost’ s â€Å"Birches†, reality is illustrated as persistent reality that will triumph over any illusions of appearances but does this through the poet who reminisces about his childhood past with the birches tree. The poet feels a strong connection with the illusion he has made of the birches as a sentimental figure of his past time.He does this by portraying birches during the autumn time as †like girls on hands and knees who throw their hair before them†¦ to dry in the sun†. The personification combined with simile to reinforces the illusion the poet has created from his expectations and desires. However,. reality attempts to bring the poet back from his constructed illusion that has been â€Å"shattered and avalanched†¦. [reduced to] broken glass to sweep away†. This is emphasised by the â€Å"black† branches surrounding the â€Å"snow white trunk†.The black branches symbolise the persistent illusion of reality trying to bring him back to what is more real surrounding the white trunk that symbolises the dying purity and untainted illusion he has created of the birches, showing that reality is more persistent than appearances. Unlike Pleasantville, where David does not want to return to the persistent callings of his reality , the poet in â€Å"Birches† realises that although he can visit his â€Å"heaven† using his childhood memory of the birches, he would â€Å"then come back to it [earth] and begin all over†.The nostalgic tone emphasises that he cannot go back to his illusion of appearances as he recognises the reality is more persistent. Through the close study of the Ross’s â€Å"Pleasantville† and Frost’s â€Å"Birches† it is clear that reality is more persistent than appearances. Pleasantville shows the corruption of values and the perfect family based on the American dreams to shows how reality will triumph over appearances similarly â€Å"Birches† us es the poet reminisces that frost can visit his appearance but when he returns to his reality he understands that reality is the more persistent one.

Of Endings and Closures Essay

When reading a novel, some cannot avoid but get carried away by the emotions and experiences of the characters. Some novelists are very good not only at capturing interest of their readers but also getting them involved in the turn of events. Through the dialogues, the characters, and the plot, the readers are compelled to think, feel, and even dream. With vivid imagination, readers can feel like they are active participants to the story. Taking this into consideration, authors should consider what the readers would feel upon reading a story. Although the beginning of the story is one very important part of the plot, the ending is more important for it concludes and seals in every knot, each loose end presented throughout the story. It decides what will happen to the characters, and suggests to the readers how they should think or react to the situation or feelings presented. They compel the readers to continue the thought implied at the end, or to imagine the scenes come true in reality. This way the story’s ending is very important. Without it the story will not reach its finality. Designing a suitable ending is very important. Based on the thoughts and experiences of the characters, the ending should provide a finality to make the work complete. It should provide conclusion to the themes of the story, and tie every loose end so as not to leave the audience hanging. Although some stories are open-ended, where readers are asked to decide what happens next, these stories still suggest a specific ending considering the events that proceeded. The point is, as the reader closes the book, they should be left with a thought to provoke other thoughts that they could apply in their own experiences. A story’s ending does not always have to be happy. There are endings that are meant to be sad especially if this is where the main character is led throughout the story. In learning about point of view, we see how the story’s angle of narration connects with the ending. Based on this, a story with the omniscient angle is likely to have a happy ending, where all characters will be settled in place, those who are good will be rewarded, while those who are bad will be punished. In contrast, a story presenting the psychological angle will likely constitute a sad ending or death of someone connected to the main character. These two angles are the ones used in the novels of two great classical women writers, Jane Austen and Emily Bronte. Jane Austen’s Northanger Abbey presents the omniscient angle, while Emily Bronte’s Wuthering Heights uses the psychological angle, being told by Lockwood, who makes a reflection on what is happening around him. In Northanger Abbey, Jane Austen employs the omniscient angle. Although the story is focused on Catherine as the main character, subplots are used to tell experiences, especially love affairs of other characters like Isabella, Eleanor, John, and James. Told in the omniscient angle, the author provides a closure to every subplot, and finally leads to the major one, the conclusion for the major character’s journey. Noticeably, different sub-endings are employed in the story. The end of Isabella’s affair with James (Catherine’s brother) is not successful, neither is her relationship with Frederick. Similarly, the arrogant John Thorpe does not succeed in winning Catherine’s heart, while Eleanor (Henry’s sister) gets to marry a wealthy and prominent man, an ending somehow related to that of Catherine’s. Told in the omniscient angle, the narrator seems to see everything happening among the characters. Although the focus is on the development in the life of the young woman, other events that intertwine are also told by the omniscient narrator. As such, the deeds and feelings of the characters are revealed in the story. If follows that those who are good-natured, those who does not fake affection like Catherine, Eleanor, and Henry are granted proper treatment in the story, with a proper ending for all of them. In relation, those who do not do good, and feign affection are punished, such as Isabella and John. The omniscient angle affects the story or vice versa for it considers the effect on the readers. As mentioned, those who should be punished lose in the unraveling of events, and those who are good triumph. In contrast, Emily Bronte uses the psychological angle in her novel, Wuthering Heights. The story is told by Lockwood, who serves as a major participant in the story for he is the one giving account and reflecting on the major characters’ experiences. Although he is not a major character in the plot involving Heathcliff and those who have died, he plays an important role in that the story of Heathcliff affects him directly, and makes him write his own point of view regarding other characters. As the major narrator who takes interest in his landlord’s story, he portrays Heathcliff with some psychological imbalance, giving his account a psychological treatment. The angle by which the story is told relates with the ending of the story. Being told in the major character’s viewpoint, it gives account on what happens to the main character, Heathcliff, his affections, sufferings, emotional imbalance, etc. Through this angle we see how the death of Catherine Earnshaw affects Heathcliff, and how the anger inside him makes him fall into a tragic pit. Aside from point of view, the kind of characters present in the story affects the treatment and the ending. Both novels employ the concept of bildungsroman, thus providing the psychological, moral and intellectual development of the characters from the time they are young. As such, in Austen’s Northanger Abbey, we see how the naive Catherine grows up to be a self-assured individual. As the character’s journey continues, she meets different people to help her gain new insights about life, and she matures more with the experiences she has. Although some events lead her to feel dismayed such as the feign feelings of Isabella towards her brother, and the arrogance of John, the encounters she has makes her a more mature person. Moreover, her encounters with the Linton and the captain’s hospitality of sending her back home contribute to her development, for these help her explore the world and find her place in it. The positive development of Austen’s character normally leads to a positive ending. As the events unravel, the readers may expect a happy ending for the character. Although Henry’s proposal comes a little later than she wishes, it concludes the major character’s ultimate wish, and justifies the preparation Catherine undergoes in being a full-grown woman. The plot is designed in such a way that the character experiences all the necessary events in her life, including the waiting and rejection, for her to satisfy a more important role in the end, that is fulfilling her wish to be a family woman. The same concept of bildungsroman is applied by Bronte in the character of Heathcliff. This starts with the adoption of Heathcliff by Mr. Earnshaw despite the strong disapproval of Hindley. In the story, we see that the weak boy turns into a strong and influential man when he grows up. However, unlike the protagonist of Austen, Heathcliff develops in a rather negative way. His hatred towards Hindley and Edgar Linton makes him bitter and this does not change until the end. Although there is development, it is negative, thus leading to the tragic ending of the said character. There is a clear relevance between the negative development Heathcliff undergoes and the sad ending he encounters. Some readers who prefer a happy ending would still expect Heathcliff to change along the way, especially when he finally reunites with his son. However, it is only rational and more realistic that the former events lead to the tragic ending. The melancholy the character imposes on himself and others correspond to the ending that Bronte gives. The cruel and unforgiving personality Heathcliff projects reasonably leads to his bad fate. We may say that this is more reasonable than make him reflect on everything he has done and have him repent at the end. Although having him repent for his sins would make the story more cathartic as what would be explained later, the ending by Bronte may have better relevance during the time the novel was written. The theme of misery is probably more appealing to the people during its milieu, that is why faith in God and religion is not emphasized in the story. Moreover, the novel’s themes of misery and revenge are two intertwined motifs. Heathcliff suffers misery because of his cruelty and wish for revenge. He insists on having his way on everything, even if doing so would hurt the people around him. The misery he feels later leads him to insanity, as he talks to Catherine’s ghost on his own. It probably appealed more to the audience to have Heathcliff suffer at the end than have him repent and change his ways. The question of catharsis is another consideration in evaluating the ending of a story. Catharsis as Meriam Webster Online Dictionary defines (2008), â€Å"is a purification or purgation that brings about spiritual renewal or release from tension. In employing catharsis, the author should use elements to balance the good and evil in the story. For instance, crime stories with criminals as the main characters should not just portray them as bad people, but also as good ones. One classic example is Robin Hood. In this tale we see that the protagonist steals from the rich to give the goods to the poor people. By making him champion the cause of the poor, the character is an example of a cathartic hero. Even though stealing from the rich is a crime, it is made positive and thus gains approval from those in the lower class. This way, the story becomes cathartic. In Northanger Abbey, we see catharsis in the lives of the characters. First, we see the consequences in the life of Isabella. When she falls in love with James, she also remains as Catherine’s friend, but when she leaves James for Frederick, she loses her bestfriend and the man who loves her. Such fate of an unfaithful lover demonstrates the author’s way of achieving catharsis. It reveals that unfaithfulness will not lead to finding true love, and retribution will come later on.