Friday, December 27, 2019

The political legal and social environment - Free Essay Example

Sample details Pages: 6 Words: 1666 Downloads: 5 Date added: 2017/06/26 Category Politics Essay Type Compare and contrast essay Did you like this example? Introduction The ‘UK Pensions Crisis has recently appeared in some well known newspaper, and similar words are regularly appearing in the media. The news about the ‘UK Pensions Crisis explain to audiences that every day seems to bring fresh warnings that Britons will not have enough money to live on when they retire which recently becomes one of serious problem which bring to citizens attention. A number of aspects of the business environment that the audiences are looking for from the news as follows: The issue Implications of the issue for organisations, their employees, and UK society generally Views from different aspects of the business environment Political, Legal, Social, Economic and Technological In turn I will describe each aspects of the business environment and discuss the potential impact of the issue on employers, employees, and society as a whole. Don’t waste time! Our writers will create an original "The political legal and social environment" essay for you Create order The Issue Recently many media as TV and newspaper are reporting the UK pensions crisis. Basically the problem of the UK pension is that there is not enough money salted away in pension funds to guarantee a comfortable retirement for todays working population. Last year the government has been forced to admit that official estimates of the level of pension contributions had been inflated by a statistical error which means many employees putting money aside for their old age may well find that their retirement income falls far short of what they had hoped. The underlying reason why there is not enough money is that medical advances over the last ten years have greatly prolonged our life span, forcing the pensions industry to support a greater number of pensioners for longer periods. Government figures show that average life expectancy in the UK rose by five years for men and four years for women between 1980 and 2000. (the times online.co.uk) But the problem has been exacerbated in recen t years by dwindling stock market returns. Pension funds depend on steady stock market returns to pay policyholders. And when share prices fall as they have been doing for the last two years it becomes harder for funds to meet their obligations. Lower returns have forced most of the big company-run pension funds to suspend generous schemes which guarantee employees a fixed proportion of their final salaries on retirement. Nearly one-quarter of firms have now set up defined contribution or money purchase schemes, which do not guarantee the final pension sum and are therefore less risky for companies. The double whammy of an ageing population and tumbling share prices has hit pension funds in most other European countries as well. (bbc.co.uk) There is still a basic state pension, but at a maximum of  £79.60 per week for a single person or  £127.25 for a couple, it is unlikely to fund a comfortable retirement. From the low level of the basic state pension we can see that partly reflects a concerted move by the UK governments, worried over Britains rapidly ageing population, to encourage more people to save for their own retirement. However, some people believe that this plan may leave some consumers worse off at retirement than they would have been if they had stuck with their original scheme. One of the reasons which cause UK pensions crisis is growing age. As the UK population are becoming older and older, the retirement age should be changed. Otherwise it makes pensions problem more serious. The population will gradually become older with the average (mean) age expected to rise from 39.4 years in 2003 to 43.6 years in 2031. Longer-term projections suggest the average age will reach 45 years around 2050, and continue to rise slightly thereafter. (2004) UK population will pass 60 million in 2005 says new data.  Ã‚  Ã‚   Available from: www.publictechnology.nethttps://www.publictechnology.net The UK government are trying hard to tackle the problem. As in December 2002 the government announced in its pension green paper plans to offer incentives to workers who choose to work on beyond the age of 65. The working age population will also become much older. In 2003, there were 2.3 million (13 per cent) more working age adults aged below 40 than above 40. However, by 2010, there will be just 0.5 million (3 per cent) more and, boosted by the change in womens state pension age, by 2020 there will be 1.4 million (7 per cent) more working age people above 40 than below 40. (www.publictechnology.net, 2004) In addition, from 2006 the retirement age for new public sector workers is to be increased from 60 to 65. Some analysts recommend the alternative approach of rising the minimum retirement age from 65 to 70 or beyond. The report from the Governments Pension Commission says three unpalatable options are open to avoid millions of people living out a retirement of struggle and deprivation. The options are: A rise in the average retirement age for men and women from 63 to almost 70. A  £57bn-a-year increase in taxes and national insurance equivalent to an increase of almost 20p on the basic rate of taxation. At least a doubling of the level of savings being put aside by workers for their retirement. For typical workers on middle income this would mean finding almost  £5,000 a year or more than  £400 a month. (www.thisismoney.co.uk) The report warns that the worst problems are faced by private sector workers on close to average incomes. And also the report says people retiring in the next 10 years have little to worry about and that the crisis will only unfold in full in about 15-25 years time. The insurance industry broadly welcomed the report, but said the Government now needed to act decisively to close the yawning savings gap. In addition, some people believe that Immigrants could hold key to UK pensions crisis. A current research shows that up to 10 million immigrants could be needed in the UK by 2025 to ensure pensioners can continue to receive  £80 a week from the basic state pension, as the Immigrants are becoming a part of the UK social society. Researchers at CassBusinessSchool in London said the likely course of the pensions crisis pointed to the need to work longer, save more and allow in more immigrants who will pay sufficient tax to keep the system afloat. The most gloomy scenario tha t productivity and real wages will not increase between now and 2025, and so generate more money for paying pensions says 10 million migrants would be needed if we did not work longer, pay higher national insurance contributions and kept living longer. (www.personneltoday.com) Over all, we can see that what cause the issue, what the UK government have done to tackle the problem and what may help the UK government go though the hard time. Implications of the issue for organisations, their employees, and UK society generally A pension is a regular payment that is intended to allow the saver to subsist without working at a later point in his or her life. There are four main types of pensions in the UK at the moment. The Personal Pension The Company / Occupational Pension The Stakeholder Pension The State Pension Occupational pension schemes are set up by employers to provide pensions and life assurance benefits for employees, for example, a tax-free lump sum payable if they die before retirement to their widow/widower or other dependant(s). Occupational pension schemes are either: Contributory, where you give part of your earnings (typically 5% of your gross salary) in addition to your employers contribution. OR Non Contributory, where your employer makes all the payments. Occupational pension is most inflecting to the employers, in either case which shows above the employer has to pay for a substantial part of the administrative costs of the pension scheme, by law. The employees also get tax benefits from the Inland Revenue. A stakeholder pension is another pension which can inflect the employers. Stakeholder pensions are available from personal pension providers, for example, insurance companies, banks and building societies. Other organisations, for example, trade unions and the Post Office may also offer stakeholder pension schemes to their members. If you are employed, you may be able to get a stakeholder pension through your employer. You can also choose to join a different stakeholder pension scheme to the one offered by your employer. However for employees the pension means that the amount of money they need to put aside in order to ensure a given level of retirement income is rising steadily. Report shows that a 30-year-old man aimi ng to retire at 65 on an annual income of  £20,000 a year in todays terms would currently need to save about  £260 a month. This rises to about  £450 for men aged 40. For women, deemed more likely to take career breaks, the minimum saving requirement is likely to be higher still. Because of that thousands workers and pensioner paraded in London, to appeal the UK government that to pay attention about the UK pensions crisis. The labour union league appealed to build a new retirement pension mechanism. The State Pension and the Personal Pension are open to UK society generally, as a personal pension is a way of saving money to ensure a comfortable retirement. In the UK it has major tax benefits which make it the best type of retirement plan for the vast majority of people, who, unless theyre rich, really do need to save for old age. As a whole, organisations, their employees, and UK society generally are all impacted by the issue, as they are indivisibility. Bibliography (2004) UK population will pass 60 million in 2005 says new data [online]. Available from: https://www.publictechnology.net [Accessed 15 October 2004]. (2004) The Economic and Commercial Counsellors Office of the embassy of the Peoples Republic of China in the United Kingdom of Great Britain and Northern Ireland [online]. Available from: https://gb.mofcom.gov.cn [Accessed 15 October 2004]. (2004) /Pensions crisis worse than feared Availablefrom:https://www.thisismoney.com/20041012/nm83420.html [Accessed 12 October 2004]. (2004) Immigrants could hold key to UK pensions crisis Available from:https://www.personneltoday.com/Articles/[Accessed 01 November 2004]. (2003) UK PENSION CRISISAvailablefrom: https://www.csis.org/press/ma_2003_0602.htm [Accessed 30May 2003]. (2004) How bad is the UKs pension crisisAvailablefrom: https://news.bbc.co.uk/1/hi/business/2082800.stm [Accessed 6 April, 2004].

Wednesday, December 18, 2019

The Art Of Photography Art - 899 Words

The Art of Photography Art imitates life, everywhere we find art. Speeches are an art form in their own. They summarize the events going on in the country at that given time. Some artists have been so enchanted by some of the presidential, political, activists that they produced art as an expression of their opinion of a certain idea. The Civil war was the most photographed conflict of the 19th century. Mathew Brady, Alexander Gardner, George Barnard and Timothy O’Sullivan were pioneers in photography. What they captured was history with their cameras and equipment. Seventy years later, Margaret Bourke-White transformed photojournalism during the most historic time period of the 20th century, as the first woman war correspondent†¦show more content†¦In 1855, Brady started using Ambrotypes, it was cheaper than the Daguerreotype, and it was produced on a silver-coated sheet of glass. Matthew B. Brady employed Alexander Gardner a Scotsman, in 1856. Gardner was skilled in the paper print p rocess. Gardner and Brady came up with Imperials images that could be printed repeatedly, especially for paper print photography. Brady photographed many famous influential people during his time, including Abraham Lincoln, Ulysses S. Grant, Harriet Tubman, Andrew Jackson, John Quincy Adams,Millard Fillmore, Jefferson Davis, Daniel Webster, Henry Clay, John C. Calhoun, Zachary Taylor, and Robert E. Lee. Brady photographed Lincoln when he secured the republican nomination in 1860. Lincoln gave a powerful antislavery lecture â€Å"Let us have faith that right makes might, and in that faith, let us, to the end dare to do our duty as we understand†(Rosenheim 29) Lincoln s speech was not far from Brad’s studio, there he captured one of the many portraits he would take of Lincoln. This photograph was duplicated into many different sizes and forms, it contributed widely to Lincoln s presidential campaign. â€Å"He received hardly any votes in the South and only about 40 per cent nationwide†(Ayers). Abraham Lincoln won the four man race against John C. Breckinridge, John Bell, and Stephen A. Douglas for the presidency. Lincoln won the November 6, 1860 election, and on December 20, 1860 South Carolina seceded from the union,Show MoreRelatedThe Art Of Photography1993 Words   |  8 Pageseven requiring the talent some of the profession’s older generations possessed. This creation of â€Å"Photoshop†, and other photo editors similar to its kind, have taken the raw and personal elements out of the craft, making the whole process less of an art form and more of a game anyone can play. Created in the late 1980s, photoshop was created and sold to Apple, but it was not the first application of its kind. The software was often sold in a bundle with Mac computers, making it a cheaper option forRead MoreThe Photography Of Producing Art751 Words   |  4 PagesProducing art has been a past time of mine since childhood. Through a strange turn of fate, a camera found a way into my hands and it awakened me to a whole new creative universe that I am still exploring. Seeing inspiration everywhere I began to keep a visual diary concerned with reminiscing my memories, and creative references. My children became my photography models as well. On our outings I would take pictures of them and the scenery. Snapshots of their childhood and our adventures meanRead MorePhotography As An Art Form Essay2231 Words   |  9 Pageswhether photography can be paralleled with traditional art forms such as painting, lithography, and sketching. The frame of reference of this research is the concept of photography as an art form. Through scholarly and practical research, I will compare different ideologies of how photography has been accepted and thought of since its invention, as well as visual examples of work that portray both photographic and artistic qualities. With the main question within this topic being can photography be consideredRead MorePhotography Is A Type Of Art932 Words   |  4 PagesPhotography has been around for many years. In the time that the first camera was invented to present day, various styles of photography have evolved. Two types of photography that are very common today are street and nature or landscape photography. Although these styles of photography have many similarities, they have some differences as well. The subject, camera equipment, and location are three major differences in these styles. All types of photography will have a main focus, or subject. StreetRead MorePhotography : Art Medium For The Imagination887 Words   |  4 PagesWhen photography first began, it was recognized as a medium in which one could capture and preserve a moment in time. Photography was seen as the revolutionary way to document reality; events, places, and people. Soon, though, artists got their hands on cameras and shifted the way in which photographs were interpreted. No longer was photography only a tool to create images of the embodied world, but it became an art medium for the imagination, just the same as paint and pastels. The once honest andRead MoreImpact Of Photography On The Art World996 Words   |  4 PagesChanges in the art world is often looked at in a cautious light, from newer methods of digital media competing with traditional methods of painting and sculpting to the impact of photography entering the art world in a time when painting was a supremacy. To compare and contr ast the challenges this introduces, the ideas presented in Aaron Scharf’s Art and Photography, Kirk Varneode’s The Artifice of Canor: Impression and Photography Reconsidered and Ian Dunlop’s Degas best references the aspectsRead MoreEssay about Photography and Art3334 Words   |  14 PagesPhotography and Art In the United States today, technology is all-important to a great deal of the population, whether it is a means of communication or an aid for national security. Technological devices and terminology are ubiquitous and have become a part of everyday life. On the road, many drivers can be found talking and chattering away into their cell phones. At business meetings, many executives will present presentations in PowerPoint, while others will jot down notes in their PersonalRead MoreDifferent Definitions of Art and Photography2371 Words   |  10 PagesTo test the validity of the statement ‘All the arts are based on the presence of man, only photography derives an advantage from his absence.’ (Bazin 1967: 13), one has to first define what is meant by art. This commentary is going to examine this statement using three different definitions of art, Bazin’s, Tolstoy’s and Arnheim’s definitions. Andre Bazin believed realism lies at the heart of art, and that art is the process of reproducing reality. He believed that an artefact should ‘helps usRead MoreRise of Photography in the World of Art Essay1431 Words   |  6 PagesThe rise of photography began in the early 1830’s in France, and wasn’t very popular as most artists preferred a paintbrush and canvas to a new contraption that wasn’t popular and wasn’t manufactured locally or globally yet and that was fairly expensive to try to produce, and since this time it has been debated if photography deserves its place in the art world. Through the late 1800’s and the early 1900’s it grew in popularity and throughout time photography went from being badly received to a newRead MoreThe Creative Medium Art Form Of Photography1704 Words   |  7 Pages* With this in mind, I reside in the picturesque scenic province of Southern Ontario, Canada. Thus, I have been passionately fascinate d in the creative medium art form of photography, along with it as an approach to self-expression. * To point out, ever since my early childhood recollections. By truly obtaining my photographic inspiration enthusiasm from my late uncle of both acquiring the knowledge of photo shootings traditional analog Darkroom procedures. * In addition, my affirming late

Tuesday, December 10, 2019

Organization Development and Change Northern Legal Service

Question: Describe about the Organization Development and Change for Northern Legal Service. Answer: 1. After going through the case study, it is understandable that the organization of Northern County Legal Service is suffering with multiple organization issues. At the initial stage, the issue, which grabs the eyes, is the organizations weakly managed interior and lack of arrangements to attain the clients. Most importantly, the team of stuffs is comprised of law students who have engaged themselves in the service for internship purpose. The team lacks in appropriate leadership as most of the time the stuffs forgets to complete the tasks and pays less attention to maintain punctuality. It is unfortunate that lack of apt leadership and organization style has led the stuffs to pay less attention to the words of the director Julie. On the other hand, for the director Julie it is found to be impossible to manage everything and give answers to everyones question. Therefore, lack of experienced and skilled directors is another pivotal issue for the service centre. Alongside, students are uneducated and lacks in skill to handle clients as the organization seems to have not provided any on field or off field training. Therefore, this non-profit organizations prime issues include lack of skilled and responsible directors, lack of interior arrangements and lack of training provided to the stuffs. 2. In this context, it is important to display some values and ethical aspects, which should be addressed by the organization of the case study. Instead of being a non-profit enterprise, the service centre acquires money from several foundation and charity house. The director Julie should consider that at any time the non-paid students could raise their voice to get compensation. Moreover, the case study indicates that the organizations most of the stuffs are law student and not every one of them. In case of giving legal advice, it should be addressed by a nonprofit organization also that law students or trainee should give clients legal advice only. It is not legal to acquire advice from a person who has no education in law. The issue of financial fraud is another significant matter that should be addressed by this service centre. Following the case study, it seems that the legal service centre does not bring any auditor to review funds of the group. Without the help of a profession al auditor, the company cannot catch any monetary fraud or fund abuse. 3. Considering the issues caught up in the case study, it can be recommended that, the director of this legal service agency needs to hire two professional individuals to give training and manage other directorial responsibilities. Most importantly, the organization should give priority to improvise its current accommodation and need to hire one more receptionist. The organization needs to give value to the acquired fund. Therefore, director Julie should take help of a professional auditor for reviewing the groups funds. On the other hand, the company should keep the law students only for the service of giving legal advice and should engage other stuffs in maintaining other official works like making schedule with the clients or managing phone calls. Nevertheless, the student stuffs of this agency should be given a convenient training session on weekly basis.

Tuesday, December 3, 2019

Research Paper on Scuba Diving Essay Example

Research Paper on Scuba Diving Essay Scuba diving is an activity that takes place underwater with the help of some kind of breathing gas (such as air, nitrox, trimix, or heliox). The most common scenario is that you bring the gas in one or two balloons attached on the back. In earlier times a diving bell was used for that purpose. A variant of scuba diving is freediving, when the diver inhales the air above the water before diving. The first divers with air supply were Assyrian soldiers in 900 BC, depicted by Aristotle approximately 350 BC, which used inverted pots as air pocket under water. We will write a custom essay sample on Research Paper on Scuba Diving specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Research Paper on Scuba Diving specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Research Paper on Scuba Diving specifically for you FOR ONLY $16.38 $13.9/page Hire Writer During the 1600-1700’s the diving bell was used for exploration under the waters. In the 1800s, the diving suit was invented. It has land-based air supply through the pump and hose. The helmet and the shoes were made of copper and weights were hanging on the chest and back. Scary stories were told of hose failure where the reverse inlet valve did not function and major parts of the diver found in the helmet â€Å"cramming† up through the hose. In late 1942, Emile Gagnan completed the first prototype of today’s modern, open, air regulator. Jacques-Yves Cousteau and his two comrades Philippe Tailliez and Frederic Dumas tested the prototype in the Marne River. The first dive was documented and turned into the movie Couples Dix – Huit Metres the Fund. The new invention was well received in the Navy and was used to clear mines fields after the war. 1961, the salvation of the warship Vasa became a great achievement and testament to the advancement in the art of staying under water. Today we can see how advanced respiratory gases, closed systems, and dive computers becoming more readily available and with it, the technical diving is gaining popularity. When diving, the man goes into an environment for which he is not created by his biological systems and in which he can survive without technical support only for a short time. In addition, there are few other occasions when a person is directly confronted with different physical conditions, such as during scuba diving. Statistically diving is safer than swimming or boating and safer than many sports out of the water. However, each type of diving has its special dangers and potential risks, so it is necessary to take a solid immersion training to learn the theoretical and practical knowledge in dealing with the diving equipment, as well as transition planning and the correct behavior in the water. Diving organizations offer courses where divers can learn and expand their knowledge and skills. If you look through some free example research paper on scuba diving, you will get the idea on how efficiently prepare and compose a good research proposal on the topic. At EssayLib.com writing service you can order a custom research paper on Scuba Diving topics. Your research paper will be written from scratch. We hire top-rated Ph.D. and Master’s writers only to provide students with professional research paper assistance at affordable rates. Each customer will get a non-plagiarized paper with timely delivery. Just visit our website and fill in the order form with all research paper details: Enjoy our professional research paper writing service!

Wednesday, November 27, 2019

Tashi Tsering and a Modern Tibet Essays

Tashi Tsering and a Modern Tibet Essays Tashi Tsering and a Modern Tibet Essay Tashi Tsering and a Modern Tibet Essay Name: Course: Lecturer: Date: Tashi Tsering and a Modern Tibet Tashi Tsering studied in India and the United States making tremendous progress in his education. He then returned to Tibet with the hope of advancing the standards of living for his people. He wanted Tibet to be modernized, thereby improving the standards of living of the citizens. He constructed many primary schools in the rural Tibet so that the children in these isolated areas could go to school. He wanted people in Tibet to be educated in the ways of the modern world. Tashi experienced life in Tibet before and after the Chinese existence. Therefore, the struggle he goes through during the Cultural Revolution and the trouble he endures to set up the schools shows his dissatisfaction with the Chinese communist government and the effects it had on the people of Tibet. He, therefore, puts an effort to try to modernize Tibet. He feels education plays a greater role in modernization than any other social improvement. Tashi hopes that in the future, people in Tibet receive adequate edu cation, and this will lead to modernization and higher standards of living (Goldstein, Siebenschuh, Tsering, 121). The CPP views globalization in an extremely state empowering way. They believe it to be one of the ways of making china rich. China has been undergoing a string of changes and changing its economic scheme to be in line with the swift changing global market. This is to obtain globalization. However, some structural imperfections in china act as a barrier to its change to a competent market economy. Chinese leaders launched the Western Development Campaign to enable long-term constancy. This campaign had importance to the future success of china. It was to reduce the local economic differences and unite Tibet and other politically aware inner regions. The Dalai Lama to reclaim Tibet’s independence through non-violent means fought for more than twenty-five years. In 1988, they believed that the political system in china was instable (Goldstein, Siebenschuh, Tsering, 67). This worried them that their country would become destroyed. To prevent this potential catastrophe, the Dalai Lama decided to come to an agreement with the Chinese people. They did this by agreeing to the Chinese rule in order to protect Tibetan lives and existence. The Tibetans did not agree with the Dalai Lama’s way. However, the Dalai Lama believed this was the better option, and that it would eventually save their people. The Tibetans consider the Dalai Lama to be the revival of their lord of compassion. The Tibetans believe in the Dalai Lama’s teachings. The Tibetans are nonviolent, spiritual and tolerant people. They are usually strong-minded in their spirit. That is where their strength lies. Tashi, the CPP, The Dalai Lama and the Tibetans all had one aim of attaining globalization. They all desired development and to protect their people so that they may continue existing. They all aimed for a better nation. Tashi’s vision and approach was by building schools and facilitating learning for the Tibetans (Goldstein, Siebenschuh, Tsering, 97). This was so that they could be able to be knowledgeable and be able to improve their standards of living just as he had. He was dissatisfied with the Chinese communist government. This served as an inspiration that spurred him on to go an extra mile. He did this by building schools and learning facilities, even though he had to go through a great deal of struggle to meet his goals in life. Goldstein, Melvyn, William Siebenschuh, and Tashi Tsering. The Struggle for Modern Tibet: The Autobiography of Tashi Tsering. New York, NY: East Gate Book, 1999

Saturday, November 23, 2019

Monomer Definition and Examples (Chemistry)

Monomer Definition and Examples (Chemistry) A monomer is a molecule that forms the basic unit for polymers, which are the building blocks of proteins. Monomers bind to other monomers to form repeating chain molecules through a process known as polymerization. Monomers may be either natural or synthetic in origin. Oligomers are polymers consisting of a small number (typically under 100) of monomer subunits. Monomeric proteins are protein molecules that combine to form multi-protein complexes. Biopolymers are polymers consisting of organic monomers found in living organisms. Because monomers represent a huge class of molecules, they are commonly categorized into various subgroups such as sugars, alcohols, amines, acrylics, and epoxides. The term monomer combines the prefix mono-, which means one, and the suffix -mer, which means part. Examples of Monomers Glucose, vinyl chloride, amino acids, and ethylene are examples of monomers. Each monomer may link in different ways to form a variety of polymers. In the case of glucose, for example, glycosidic bonds may link sugar monomers to form such polymers as glycogen, starch, and cellulose. Names for Small Monomers When only a few monomers combine to form a polymer, the compounds have names: Dimer: Polymer consisting of two monomersTrimer: Three monomer unitsTetramer: Four monomer unitsPentamer: Five monomer unitsHexamer: Six monomer unitsHeptamer: Seven monomer unitsOctamer: Eight monomer unitsNonamer: Nine monomer unitsDecamer: 10 monomer unitsDodecamer: 12 monomer unitsEicosamer: 20 monomer units

Thursday, November 21, 2019

Product and Branding Strategies Essay Example | Topics and Well Written Essays - 750 words

Product and Branding Strategies - Essay Example But overall the two main competitors of BMW are Mercedes and Lexus (Carscoop 2011) All these names are of the luxury car manufacturers. The reason that BMW automobiles are different from its competitors’ vehicles is that BMW offers a wide range of vehicles from luxury to sports cars. BMW vehicles are different on the basis of its design. BMW vehicles are designed keeping in mind the biasness towards sports, whereas Mercedes are designed keeping in mind the comfort and luxury attributes. Innovation rate at BMW is high as compared to the competitors. It has several series or categories of vehicles unlike other vehicle brands e.g. z-series, x-series etc. Brand personality of BMW is of a person who is mobile, wants recognition and freedom. The person wants to be considered important by others. He wants the people to look at him. He is a symbol of status. This refers to the recognition trait of the personality. The freedom trait refers to that the person is free and can go beyond t he boundaries anywhere it wants. He wants fun and looks for adventure (Freeman.David 2006) Consumers have a deep relationship with the brand of BMW. This relationship is significant because consumers do not buy this brand only because it performs well but also because it adds meaning to their lives (Fournier.Susan 1998) Consumers associate themselves with the BMW vehicles personally. IT can be explained simply by saying that a consumer can buy other automobile brands as well which performs well and is of high quality but they prefer BMW vehicles because it has more meaning attached to it. Consumers get more than just a better performing automobile. People relate to the brands they buy. The consumer relationship with the BMW vehicles will lie under the typology of â€Å"Best Friend† and â€Å"Kinship† (Fournier.Susan 1998) Some consumers consider BMW vehicles as an important part of their personal and professional lives and many others buy the brand just because some re lative have been using it. BMW have a huge customer loyalty. People who drive BMW vehicles hardly switch to other vehicle brands. A reason for this customer loyalty is that BMW is a luxury brand; not everyone can afford it. Anyone who will make this huge investment in the purchase of a BMW vehicle will somehow be loyal to the brand; otherwise he could have made a decision of purchasing some other luxury car brand. Another reason for this customer loyalty is that BMW vehicles give a lifetime value to its customers, though some of its competitors have greater customer loyalty. BMW’s target market include of those people who want to buy luxury cars, who have high incomes. BMW is basically targeting a niche market. It has differentiated its vehicles and targets them to the niche market of people who are status conscious and who can afford to buy luxury items. The target market comprises of the people who are sporty and look for adventure and BMW sports cars are the best means of fulfilling their desire of sports and adventure. The target market of the brand relates quite well to the brand personality. There is a fit between the target market and the brand personality of BMW. BMW is an already established brand which requires less marketing efforts. But still some marketing efforts need to be put in to market the upcoming products and to instate the recall of the current vehicles in the minds of the consumers. BMW has well defined brand personality and the target market, so it can make the best decision about