The Lululemon marketing plan for 2010 Essay Example for Free

The Lululemon marketing plan for 2010 Essay Introduction The Lululemon marketing plan for 2010 includes recommendations and goals for the Lululemon brand, as well as goals for the newly proposed male brand Outer Muscle. Main objectives include: âž ¢Introduce Male Brand Outer Muscle oTarget â€Å"Educated Physically Active Male† oPrice male brand similarly to Lululemon brand, using more-for-more pricing. oPositioned as high-price Yoga/Exercise Apparel oIncreased advertising at beginning of Life cycle, reducing advertising with age. âž ¢Continue with Current Lululemon Strategy oRetain exclusivity of brand oContinue use of Prestige Pricing oLittle to no promotion oVery little advertising oPersist with current marketing strategy for tween brand Ivivva âž ¢Increase Brand Awareness o2% increase in advertising budget oSponsorship of events, increased Philanthropy work, and outreach within community Target Market Lululemon’s current primary target market is the â€Å"Active Young-thinking Woman†. Women who are appearance-conscious, physically fit/active, well educated, aged 16-45, in the upper to middle class and residing in North America. Lululemon is using a niche marketing strategy, going after a very narrowly defined market segment, in which they have had great success. This niche market will remain the primary target market in 2010 however; Lululemon will also begin to target the â€Å"Pre-teen girl† market with the Ivivva brand, and the male market with the Outer Muscle brand. Lululemon already has a male clothing line, and has been trying to gain a part of the male-workout market for a while now. In 2010 Lululemon will use product development, introducing â€Å"Outer Muscle† as a new male clothing brand, made with the same commitment to quality as Lululemon. This new brand will cater to a male target market similar to Lululemon’s female â€Å"Active Young-thinking Woman†. This target market will be the â€Å"Educated Physically Active Male† will target educated males, who are appearance-conscious, physically fit/active, aged 16-45, residing in North America. This multi-brands branding strategy will allow Lululemon to market to pre-teen girls who may not be able to identify with the more-mature Lululemon brand, as well as to male consumers who would not be prone to shop at Lululemon, due to it’s over-positioned reputation as a female clothing company. Pricing strategy will continue to be a more-for-more value proposition within all brands of the company. Each constituent of the marketing strategy serves to ensure that Lululemon’s position in the mind of the consumer is not changed, while they venture into new target markets. Positioning Lululemon is currently positioned as a high quality, exclusive, yoga and sporting apparel company. In many ways Lululemon is over-positioned as a strictly female company, which is why in 2010 they will use multi-branding to address the male market. In using the proposed promotion strategy and advertisements, Lululemon will not change their current position significantly, but instead further differentiate themselves from competition in already established values. It would be a mistake for Lululemon to try to adopt lower prices having traditionally differentiated their products using more-for-more differentiation. By continuing to position them self as high-quality, high-price clothing, Lululemon can gain more customer loyalty, and ensure that they do not lose their image of superior quality. Lululemon will continue to uphold the highest quality standards for it’s products and position the male brand as high-priced, high quality clothing. Both brands will differentiate themselves from their main competition by catering to the yoga/exercise market, as compared to competitors addressing the daily-life fashion market, and the sporting apparel market. Pricing Strategy Value Added Pricing – Lululemon uses this pricing strategy when creating their apparel. Rather than cutting costs and making a lower quality product, they add extra features such as adjustable straps and women’s pockets to differentiate themselves from their competitors as well as help their target market justify spending more money on their products. Prestige Pricing – Even though Lululemon clothing is not comparable to a Rolex or Louis Vuitton purse, it is prestigious and exclusive in its product category. This is what Lulu’s target market loves about their brand. Its high quality not found in every city and mall, fashion forward and represents a healthy, well off lifestyle. These approaches to pricing are visibly successful in today’s economy. Even throughout the recent recession Lulu managed to maintain a profitable company, expanding their store count while creating expensive, high-end workout apparel. Changing their target market to accommodate the middle class to lower income demographic could be detrimental to Lulu’s  success. Creating a cheaper line of clothing or marking down products to sales items would lessen the exclusivity of Lululemon, which could then effect the current target markets perception of the brand. Recommendations for the pricing of the men’s brand we suggested earlier, is to keep prices relatively high but yet great quality and options for different features and different size options. This will follow the common theme Lulu has instilled in their customers and will help differentiate themselves from other competitors such as Nike and Adidas who thrive in the men’s athletic wear market. Distribution Strategy Lululemon stores are not situated on every street corner in every metropolitan area or large city. They base their distribution strategy more along the lines of exclusive opposed to intensive distribution, therefore stores can be found in cities across Canada and the United States where the desired target market is represented by similar and correlating demographics. Lululemon stores have a very welcoming atmosphere full of friendly faces and have an earthy feel too them. Saskatoon’s store is located downtown where all the great shopping lies which makes it a one stop shopping trip for Lulu customers, who can do it all once entering Saskatoon’s downtown area. Its location provides great convenience for their target market, which includes working, high-class women and young university students who live active lifestyles. Specialty store – Lululemon carries yoga inspired apparel for healthy lifestyles, which could be categorized as a narrow product line. However, within this line is a deep assortment of active wear that can be used for many sports and activities, for all shapes and sizes. Franchise – In Saskatoon the Lululemon is privately owned. This creates the opportunity for the franchisee to do the hiring and management of his or her employees to the best of their ability. For instance, the franchisee for Saskatoon’s Lululemon puts on an annual sale that is not administered by the franchisor. It allows Lulu customers from all over to merge in Regina for a three day sale of extremely marked down product from previous seasons. Recommendations for the men’s brand would be to open new stores beside the existing Lululemons. This would offer a separate entrance and atmosphere for men to enter in hope that it will eliminate the stereotype men have with Lululemon stores. Product Strategy Many of the components of Lululemon’s product and branding strategy are well suited for the target market of the company and will be maintained. Others will be altered in 2010 to increase product differentiation and brand awareness. Lululemon has a wide product line. This product line is available in a wide range of colors, designs, and patterns that stand out and are updated often. This allows Lululemon to remain attractive to their target market of fashionable women. These women want to stand out as trendy and unique, and because of this, the company will continue to regularly create many different styles to cater to them. The company will focus more attention on men’s clothing, but under a new brand. This strategy will be explained further under branding strategies. The current product mix will be modified. Currently it is very broad with few focal points. In 2010, Lululemon will not be offering bags, such as luggage, and backpacks, or work-out accessories. This strategy will give them the ability to focus more on the men’s brand. The tween brand, Ivivva, was implemented in fall 2009. This brand will offer products for those from the ages 6-12. Lululemon will continue to promote and develop this brand but in addition, new products will be developed including attire for activities such as dancing and ballet, figure skating, and swimming. Lululemon will maintain their current packaging tactics involving the use of shopping bags and price tags. The bags are reusable, stylish, and inspirational. The tags that are found on each item are very informative, containing the directions and uses of the product. Both methods are useful and are appropriate for their well-educated target market. Since this packaging approach fits the need of the current target market so well, Lululemon should continue with this strategy. Currently, the services of Lululemon include free alterations. Lululemon will continue to offer this courtesy. The company will also be offering various classes such as yoga and pilates. Branding Strategy Lululemon is currently branded as a high quality and prestigious brand. The company should still be positioned as such, but will become much more distinct. Currently, Hoopla is a competitor; especially since the clothing styles and branding are so similar. To differentiate itself, Lululemon will alter the logo that they place on their clothing. The waistband or the hem of the clothing will feature a small inspirational message plus the Lululemon logo. Some of these messages include â€Å"dance, sing, floss, and travel† and â€Å"breathe deeply†. This characteristic will make Lululemon stand out, as well as add a unique component to each item. This uniqueness will appeal to the target market. In addition, a new brand will be implemented under Lululemon in 2010 for men’s wear. The name of this brand is Outer Muscle. The logo is derived from the lower case Greek symbol theta, which will coincide nicely with the Greek Lululemon logo omega. Theta represents a mathematical tool associate with angle, so Outer Muscle’s slogan will be â€Å"Get the perfect angle on your work-out†. This brand will be targeting educated and active men in the same age category as Lululemon’s target market. Outer Muscle will also be positioned as high priced, high quality, and trendy. The branding strategy used is multi-branding because a new brand is being developed with existing products. Now, the men’s wear and women’s wear will be separated. Advertising and Promotion Strategy (IMC) Lululemon’s advertising and promotion strategy will mostly be maintained, with a few modifications. Currently, Lululemon advertises through their reusable bags, through word of mouth, and through a few events. Also, their  logo is found on each product and they are advertised in a one page spread in the University of Saskatchewan handbook. Their strategy of involving very little integrated and marketing communications (IMC) makes Lululemon an exclusive and prestigious brand. Having few sales or promotions adds to the exclusivity and value of the brand. Since this strategy is appropriate for the target market that wants to appear distinct, and privileged, it will be maintained. One alteration is the addition of more public relations by being involved in more events. By sponsoring athletic events and events at the University, the company will not only be noticed by their target market, but be seen as an ethical and respectable company. The company will also be sponsoring events such as the Breast Cancer Walk and Relay For Life, which will also help the company’s image. Due to the upcoming Olympics, Lululemon will be sponsoring the athletes with swag bags that include water bottles, headbands, workout gear, and lounge gear. An incentive will be added for shoppers in 2010. An events card will be distributed to customers. This card is a punch card. After purchasing $500 of merchandise, the consumer will be able to attend a free athletic class that is offered by Lululemon. By offering events instead of discounts or bonuses as rewards, the company will still be seen as highly prestigious. To promote the new brand, Outer Muscle, the IMC budget will be increased from approximately 1% of total profits to 3%. Strategies such as sponsoring athletic teams, online advertising, and advertising in athletic magazines will be executed. Once Outer Muscle occupies 25% of the market share for men’s athletic yoga/exercise apparel and has been established as a competitor to brands such as Under Armour, the IMC budget will be reduced back to 1%. It will be reduced to become an exclusive and prestigious brand like Lululemon. Conclusion In conclusion to achieve our main goals: âž ¢Addressing the male market âž ¢Preserving â€Å"exclusivity† of Lululemon âž ¢Increasing Brand Awareness Lululemon will make use of multi-branding introducing the new brand Outer Muscle targeted towards the male market. They will continue the use of more-for-more prestige pricing to retain their exclusive image. Finally they will increase their budget for advertising/promotions, with a heavy emphasis on philanthropy and community outreach, to further increase brand awareness and distinguish Lululemon from competitors.

Single Parenting Essay -- Divorced Parents Children Health Essays

Single Parenting Single parents and their children constitute a rapidly increasing population. In the past single parenting was seen as a broken system, these units today provide a viable alternative to nuclear families (Kleist, 1999, p. 1). In looking at the characteristics of single parents raising healthy children, I will describe some of the challenges unique to single parenting, and review positive parenting techniques shown to be effective. Social Development has not prepared individuals to be single parents. Single mothers and single fathers need to establish strong support networks, personal friendships, and positive parenting skills. They need to learn how to synchronize the demands of work, home-care, and supervision of children (Benson, 1993). They need to enforce limits, rules, and boundaries consistently, and to transmit responsibility and values, in order to raise responsible, self-controlled, and healthy children (Cloud, and Townsend, 1998). They need to find ways to improve and maintain their self-esteem. Many single parents learn to live on reduced incomes, find acceptable ways to deal with non-custodial parent, and redefine their relationships with their children. These are but a few of the challenges facing single parents (Benson, 1993). Raising healthy children has more to do with the emotional well being of its members then on family composition (Heath, 1999). So then, how do single parents foster emotional well being amongst its members, while maintaining a full schedule of work, education, day care, deadlines, finances? It may be difficult and exhausting at times, but it is possible, and the rewards are many (Heath, 1999, p. 429). According to Heath, some of the areas affecting positive outcomes are family stability, self-esteem, and positive parenting (p 429). Our job as parents is to transmit values and the tools necessary for our children to be healthy adults being able to function in the world responsibly and with self-control (Cloud, and Townsend, 1998). Family Stability Children need to feel safe. They shouldn’t have to worry about their needs being met. They need structure and routine in order to feel safe and know what to expect. Family conflicts need to be resolved in productive ways. Home should be a balance of function, security, and serenity. Family stability is fostered through family values and family t... ...rk: It is obtainable though. Through special effort, the development of family systems were member feel a sense of well being and through positive parenting practices, single parent families can have strong families in which children can thrive. Works Cited: Bensen, P. L., & Roehlkepartain, E. (1993). Single Parent Families. MN: Search Institute. Cloud, H., & Townsend, J. (1998). Boundaries with kids. Michigan: Zondervan Publishing House. Craig, C. J., & Baucum, D. (2002). Human development. New Jersey: Prentice Hall. De’ath, E. (2000, Sept.). Parenting matters—what works in parent education. The British Journal of Educational Psychology, 70(3), 462-463. DeFrancis, B. (1994). The Art of Discipline. Never hit a child. Retrieved June 9, 2002 from the World Wide Web: http://www.neverhitachild.org/artodis1/ Heath, T. (1999, July). Single mothers, single fathers. Journal of Family Issues, 20(4), 429-430. Kleist, D. M. (1999, Oct.). Single-parent families: A difference that makes a difference? Family Journal, 7(4), 373-378. Parenting 101. (2002). Child Parenting. Retrieved June 7, 2002 from About.com on the World Wide Web: http://www.childparenting.about.com/

Corwin Corporation Analysis Essay

EXECUTIVE SUMMARY The purpose of this of document is to analyze the factors that led to the Corwin’s project failure. Corwin Corporation’s relationship with a good customer, Peters Company was strained because of Corwin’s failure to follow their management policies. A fixed-price contract was signed without proper risk analysis, the was no evidence of a project plan and the situation was made worse by the lack of support from management. This report discusses the failures in project selection, lack of executive support and communication breakdown, all of which lead to the project being terminated by the client. INTRODUCTION Corwin Corporation accepted a project which was outside their scope of work from Peters Company to develop a specialty product. They accepted the assignment based on a rough draft and without analyzing the risks and thus  leading to the project being later terminated by Peters Company and jeopardizing their long-standing good relationship with the client. The project started before the contract was signed. Corwin’s failure could be attributed to a number of errors that were made on accepting this assignment. A number of important factors like the management policy, were completely ignored. Corwin agreed on a fixed-price 5-year contract based on a rough draft, no proper analysis was done and the scope was unclear. This meant that Corwin would be responsible for any cost overruns incurred. It is never advisable to accept a fixed-price contract without determining the client’s needs and whether or not they are achievable. Corwin failed to assign the right person to manag e the project. An inexperienced Project Manager was tasked to lead the project and although one of the senior managers had doubts about the project manager’s capabilities to lead such a project, his concerns were ignored. Effort Corwin allowed an in-house representative direct access to the lab which ultimately left the employees unhappy and disgruntled. The lack of management support also played a major role in the project’s failure. Management was dealing with the issues raised by the project manager passively and hoped the â€Å"situation would correct itself†. The requirements were poor and the schedule was unrealistic. Poor project selection, lack of support from top management, non-existent change management control and communication issues were identified as areas of concern within the Corwin Corporation. For the purpose of the case study, the researcher will be discussing how these project management principles/concepts, if followed properly could have prevented Corwin from accepting this project. CASE ANALYSIS 1. Project Selection Project Selection should not be perceived to be a tedious and unnecessary exercise but as an important exercise that would be beneficial for the customer and the contractor. A number of factors such as production consideration, marketing consideration, financial consideration, personnel consideration and administration consideration, need to be taken into  consideration to ensure that the project is in line with the organisation’s strategic objectives. 1.1 Poor Project Selection Corwin established a management policy that governed the project selection process for the evaluation of specialty product requests. (Burke: 67) states that â€Å"The selection of the right project for future investment is a crucial decision for the long-term survival of a company†. Frimel’s failure to follow the management put the company’s reputation at risk. Following the project selection process assists companies in deciding which projects to pursue and which to let go. Most of the executives were away on vacation which means that the project was not evaluated using the company’s selection method and without the executives’ consultation. It is important to note that during the evaluation process, individuals with different with backgrounds and subject-matter expects should been involved to make an informed decision whether or not to take on Peters Company offer. In this case, the major decision-makers were away on holiday. Peters Company came across as bullying and threatening in their requests thus this might have led to Corwin accepting the project to save their business relationship. This project was outside Corwin’s scope and should have never been accepted. It answered â€Å"NO† on the first criteria of the management policy therefore it wasn’t viable. 1.2 Proposal Preparation A proposal is a response document to the RFP (Request for Proposal), it includes a plan of action, states why the action is necessary and persuades the customer to approve the implementation of the recommended action. The proposal should also include a plausible management plan and technical approach. To create winning proposals, it is important to have resources with relevant skills and expertise e.g. subject matter expects, to help prepare a quality proposal. Royce used inappropriate and unskilled resources to prepare the proposal. He had reservations about selecting West; despite his lack of experience in dealing with external projects, as the Project  Manager without Dr. Reddy’s (R&D Manager) input but he ignored his instincts. The proposal preparation was conducted by contracts man who was not familiar with fixed-price contracts. Royce was overly optimistic in estimating the cost and didn’t include contingency to cover unexpected situations that may arise during the project. (Clements & Gido, 5th Edition: 69) states that â€Å"if the estimated costs are overly optimistic and some unexpected expenditures arise, the contractor is likely to either lose money (on a fixed-price contract) or hate to suffer the embarrassment of going back to the customer to request additional funds to cover cost overruns†. Corwin’s final proposal to Peters was a technical document as it contained engineering intent and cost summaries which were also not properly done. This later in the project resulted in scope creeps which saw Corwin’s profit on the project diminish. 1.3 Contract Negotiation Fixed-price contracts are beneficial to the customer but not the contractor. Before signing this type of contract, the customer should have a detailed scope work from the customer. There are risks associated with this type of contract for contractors, i.e. the customer is liable for any cost overruns should the project run beyond schedule, budget and time. Agreeing to a fixed-price contract was also one of the contributing factors that led to the project’s failure. Although the profit margins sounded appealing on the phone during Delia and Frimel’s conversation, they looked different on paper. The disadvantages of such a contract for Corwin far outweighed the advantages for Peters Company. (Clements & Gido, 5th Edition: 76) states that â€Å"Fixed-price contracts are most appropriate for projects that are well defined and entail little risk†. It is good practice to start working on a project after the contract has been signed. Corwin worked first and signed later . 1.4 Risk Management Ignored Royce made a commitment to assess the risks once he got hold of the specification sheets. Looking at the Cost Summary in the proposal, one can  conclude that he never kept to his commitment since it didn’t even include the contingency amount. â€Å"Some level of risk planning should be done during the initiation phase of the project life cycle to make sure, for example, that the contractor understands the risks involved with bidding on a proposed project† (Clements & Gido, 5th Edition: 270). Risk assessment therefore is an important aspect of project initiation because it helps the contractors make better decisions, negotiate fair contracts and create risk mitigation methods. A good risk assessment takes into consideration anything that could go wrong with the project and determines what it would cost. Accepting a project outside Corwin’s scope area of expertise was a risk, appointing an inexperienced scientist from the R&D department was a risk, agreeing to a fixed-price contract was a risk and procurement of all materials was a risk. Corwin resorted to risk aversion. 1.5 Project Kickoff Meeting West solicited support from other groups after sending the proposal to the customer. This left his colleagues unhappy because of the lack of communication about the project objective. It is the project manager’s duty to involve the project team at the early stages of the project to clearly define the project objective, gather support from the departments affected by and involved in the project and define each member’s role and responsibility. †The project manager spearheads development of a plan to achieve the project objective. By involving the project team (Clements & Gido, 5th Edition: 303) in developing this plan, the project manager ensures a more comprehensive plan than he or she could develop alone†. Project kickoff meetings provide a good platform for the project manager to deliver a presentation about the meeting and its importance to the organization. Clear roles and responsibilities of each project team member must be discussed. An understanding of each member’s role in a team reduces communication issues and late deliverables. This will not only help him gain commitment from the team but it will also assist in accomplishing the project objective on time, within budget and of the right quality. 1.6 Change Management At the start of the project, a change control system needs to be established to define how changes will be documented, approved and communicated† (Clements & Gido, 5th Edition: 320). The project manager did not have proper change control procedure in place. The in-house representative made changes to the scope, which resulted in scope creep. His changes were not documented and communicated and were not within the budget. When he requested an additional five tests beyond the agreed scope, the project manager should have evaluated the request and provided Peters Company with a proposal outlining the costs to add the tests to the scope. Uncontrolled change exposed Corwin to unnecessary risk. A change control process is significant to the successful delivery of a project and ensures that each change introduced to the project environment is appropriately defined, evaluated and approved. The project manager in this case struggled to control changes in the project because he didn†™t have proper process in place and that he lacked project management experience. 1 Lack of Management Support Top management support is the most important critical success factor for project success. Many projects fail because they have only passive senior management support. In mature organisations, executives act as project sponsors. In this case, Royce (VP of Engineering) should have been the project sponsor. The role of a sponsor is to â€Å"ensure that the correct information from the contractor’s organisation is reaching executives in the customer’s organisation, that there is no filtering of information from the contractor to the customer, and that someone at the executive level is making sure that the customer’s money is being spent wisely† (Kerzner, 7th Edition: 475). The project failed to achieve an enthusiastic approval from the president, there was little hope of it being successful. Projects need some involvement by executive management to allocate needed resources appropriately to the projects. The executives set strategic goal for organization and uses projects to meet those goals. They need to provide guidance to project managers that is in line with the organisation’s strategic objectives and track the alignment of those objectives to the  project objectives. Frimel, after initiating the project, distanced himself when he handed full responsibility over to Royce and went on vacation. Frimel had experience in these types of projects because his department was the decision maker for the specialty products. He should have acted as project sponsor and supported Royce but instead, left him to fail. During the first meeting in which the project was discussed, Dr. Reddy (R&D Manager) expressed his dissatisfaction about the choice of project manager Royce had made. 2.7 Organisational Structure and Culture â€Å"The organizational culture, style, and structure influence how projects are performed† (PMBOK, 4th Edition: 27). Corwin has maintained a functional organisational structure for more than 15 years. In functional structures, project managers do not full control over the project teams. One of the disadvantages with this type of structure is the competition among functional departments. Corwin’s Marketing department made almost all the decisions, project managers for specialty products came out of marketing. The Engineering department as stated in the case study, â€Å"was considered merely as a support group†. The Vice President for engineering mentioned at some point that his vote never appeared to carry any wait. The morale was very low in some departments as they felt that they were not as valued as the other departments. Reddy did not give much support to the project manager and later contradicted himself that the project manager â€Å"kept him in the dar k†. His unbecoming behaviour can be attributed to the fact that the Vice President failed to heed his call about his reservations towards the choice of the PM thus, he became so reluctant to assist the PM. A healthy organizational culture encourages accountability and personal responsibility. Denial, blame and excuses harden relationships and intensify conflicts. 2 Poor Communication The president’s reluctant authorization was interpreted as â€Å"the boss gave his blessing†. â€Å"†¦ phone conversations allow the listener to hear the tone,  inflection, speed, volume and emotion of the voice† (Clements & Gido, 5th Edition: 371). A reluctant voice sounds differently from an enthusiastic voice on the phone. The project manager failed to communicate timely to the executives about the representative’s interfering behaviour, he thought he could handle it. The situation spiraled out of control when the representatives started giving orders to the project manager about removing functional employees on the team. Providing the customer with progress reports frequently, keeps the customer in the loop and informed about the status of the project. Communication skills are one of the most important skills every project manager should possess, it very important that the project manager communicates with the stakeholders and project team. The project manager should have escalated problems as they occurred and scheduled meetings to resolve them. He should know what needs to be communicated to who and when. CONCLUSIONS Corwin Corporation failed to follow its own management policy, took on a project, and neglected to apply the proper management principles. The executives were not part of the contract acquisition and failed to develop and nurture the project manager. The organizational culture was such that all departments were equal but some were equal more than the others were. This resulted in people wanting to prove themselves worthy by taking on big projects even though they lacked experience. The project manager was set deliberately set to fail, the manager knew his strength and weaknesses but was unavailable to assist until the last minute. Corwin did not have a house rules in place with regards to in-house representatives. Corwin didn’t work the plan and therefore couldn’t plan the work. RECOMMENDATIONS * Top management need to educate employees on the management policy regarding new projects. Functional managers need to lead this drive. * The Engineering department plays as much a role in decision making as the Marketing and Manufacturing department. The R&D bring innovation of the products in the organization and thus should not be seen as a support group. * The project manager’s mistakes were attributed to his lack of  experience. The PM should continue to lead small projects and the organization must provide Project Management training for aspiring project managers within the company. * The staff’s morale is low at this point, management needs to organize team-building to boost confidence and foster and repair relationships * Create cross functional teams to function as self-directed respond to specific directives REFERENCES James P. Clements & Jack Gido. 2007. Effective Project Management. 5th Edition. South-Western: Cengage Learning. Harold Kerzner, PHD. Project Management: A Systems Approach to Planning, Scheduling, and Controlling. Seventh Edition. USA: John Wiley & Sons Inc. PMBOK ® Guide . 2008. A Guide to the Project Management Body of Knowledge. Fourth Edition. USA: Project Management Institute.

The Poem O Captain my Captain by Walt Whitman - 876 Words

The poem, o captain my captain by Walt Whitman re-imagines the assassination of Abraham Lincoln. Walt Whitman, has a patriotic attitude towards this poem as he describes Abraham Lincoln and all that he did for America by using imagery to develop a scene similar to the reality. The poet conveys his deep admiration for the achievements of Abraham Lincoln. The poet shares his form by using a physical way of laying out and her attitude through the use of sound devices such as the iambic meter and the use of amphibrach. Whitman uses the iambic meter of his poem to convey the intensity of his admiration for Abraham Lincoln. He uses mainly iambic meter in his poem but breaks from it when announcing Lincolns name. He mostly uses iambic meter to convey his poem but sometimes uses the quote O Captain ! My Captain ! (Walt Whitman, lines 1 and 5). This quote breaks from Whitmans iambic meter to create a point of difference and highlight the significance of this Captain to the people waiting on the shore and to the speaker too. The poet is trying to deliver a statement, that this man is different from any other person and therefore he stands out from the crowd and is a very unique individual. The use of the iambic meter portrays the poets attitude of patriotism and his regards for Abraham Lincoln. The amphibrach that breaks lose from the iambic meter gives reader an idea of how important the captain is and the people who are anxiously waiting for his arrival after theShow MoreRelatedAnalysis Of The Poem O Captain My Captain By Walt Whitman1337 Words   |  6 Pagestoday. To begin analyzing this poem we must first look at the context of when the poem was written. This poem, â€Å"O Captain, My Captain† was written by Walt Whitman in 1865 after the assassination of Abraham Lincoln. This death of the beloved president left the entire country devastated. Walt Whitman was a very strong admirer of Abraham Lincoln and often saw him as a fatherly figure in his life. Whitman writes many times in his poem yelling â€Å"father† (Whitman 13). Whitman truly believed that Lincoln hadRead MoreAnalysis Of The Poem O Captain ! My Captain By Walt Whitman826 Words   |  4 Pagesthe famous poem, â€Å"O Captain! My Captain!† Written by, Walt Whitman in the year 1865. The poem, refers to a terrible event in American history; the assassination of President Abraham Lincoln. Instead of the country celebrating and rejoicing over the ending of the Civil War and being happy over the country being kept whole, everyone was mourning in the loss of their leader. Aboard a ship, the poem is about a fellow sailor grieving from the loss of his captain. The sailor in the poem is singingRead Moreâ€Å"O Captain! My Captain!† â€Å"Oh Captain! My Captain!† in a poem by Walt Whitman in 1865 shortly after600 Words   |  3 Pagesâ€Å"O Captain! My Captain!† â€Å"Oh Captain! My Captain!† in a poem by Walt Whitman in 1865 shortly after the death of the President of the United States, Abraham Lincoln. This poem shows how a leader, or captain, can bring people through very difficult times. The example the poem itself uses is the captain of the ship leading his crew through perilous weather and conditions on the sea, but still getting them through it. However, he may have got his crew through the journey, but he himself is overcomeRead MorePoem Analysis: O Captain! My Captain! by Walt Whitman Essays568 Words   |  3 PagesThe poem basically tells a story about the death of the captain of a ship men crew. The speaker of the poem is a sailor of the ship crew. He grieves mournfully about the death of his respectfully captain. Gloomy and dreary atmospheres are vividly sensed throughout the poem as the speaker lamenting the captain’s death. The poem begins with the speaker calling out his captain that they have finally made it home after their â€Å"fearful trip†. The boat is in sight of land and the people in the shore watchRead MoreAnalysis Of Walt Whitman And Dylan Thomas On The Subject Of Death1117 Words   |  5 Pagesresearch paper will discuss and compare specific poems written by Walt Whitman and Dylan Thomas on the subject of death. Whitman and Thomas have each written several important poems on the subject of death. Each poet describes â€Å"death† in diverse and different ways, although both convey the emotions and views of the loved ones left behind after a death. Both poets do so in a very individual and personal way such as their written style permits. Walt Whitman He was born on May 31, 1819 in West HillsRead MoreAnalysis Of Walt Whitman s O Captain ! My Captain 1083 Words   |  5 PagesO Depression! My Depression! The speaker in Walt Whitman’s â€Å"O Captain! My Captain!† faces a major inner struggle throughout the entirety of the poem, going through a few of the stages of grief, due to the fact that his captain had died. The five stages of grief are denial, anger, bargaining, depression, and finally acceptance, yet the speaker only goes through four of these. It takes three stanzas for the speaker to succumb to the harsh reality that his captain is deceased. Though not much is knownRead MoreWhitm War Changes A Society1287 Words   |  6 PagesWhitman: War Changes a Society Walt Whitman, a great American poet to be compared to Emily Dickinson and Edgar Allan Poe, exists at the heart of American culture. Whitman’s work has not lost its appeal because it still applies to America in the new millennia; America is still deeply troubled by issues of division, hypocrisy, and racism—much unlike the America of inclusion and forbearance Whitman envisioned for American in Leaves of Grass. Although Leaves of Grass is often considered Whitman’s mostRead MoreAnalysis Of Walt Whitman s The Captain My Captain ! 922 Words   |  4 PagesO Captain! My Captain! was a poem Walt Whitman wrote in 1865. The poem is all about the mourning of President Abraham Lincoln, whom Whitman deeply admired. The â€Å"captain† represents Lincoln, the â€Å"fearful trip† represents the Civil War, the â€Å"ship† represents the nation during the war and the â€Å"object won† represents the salvaged union. In the poem itself, the speaker f inds it hard to be happy after a voyage during the death of his captain and though he tries to join the group celebrating, he sets hisRead MoreEmotions in O Captain! My Captain! by Walt Whitman Essays963 Words   |  4 PagesThe poem, O Captain! My Captain! by Walt Whitman re-imagines the assassination of Abraham Lincoln by using emotions filled with shock and regret of losing a father figure. Walt Whitman has a patriotic attitude towards this poem as he describes Abraham Lincoln and all that he did for America by using imagery to develop a scene similar to the reality. The poet conveys his deep admiration for the achievements of Abraham Lincoln. Whitman shares his form by using a physical way of laying out and hisRead More A True Patriot: Walt Whitman Essay1081 Words   |  5 Pages A True Patriot: Walt Whitman When one talks of great American Poets, if the person has any since of intelligence, then they can in now way fail to mention Walt Whitman. Whitman is unmistakingly a great American poet, So great, that Ralph Waldo Emerson said that he was an â€Å"American Shakespeare† (Tucker 247). While the debate still goes on about that comment, there is no debate about the greatness of Whitman. Walt Whitman was born in West Hills, NY on May 31, 1819 on Long Island. He was the second