A Life on Slaverys Frontier - Free Essay Example

Sample details Pages: 8 Words: 2335 Downloads: 4 Date added: 2019/05/13 Category Society Essay Level High school Tags: Slavery Essay Did you like this example? Economy during the 1860s was very demanding when it came crops and maids. Many people wanted to own slaves in order to sell more produce. The more produce that was made or picked and sold by the families, the more money that was made. Don’t waste time! Our writers will create an original "A Life on Slaverys Frontier" essay for you Create order Little did people know they were the ones that helped built the economy in the 17th and 18th centuries. Due to that, cruelty towards slave families during the 1860s was a huge factor that went into being as slavery grew over the years. Slaves were on high demand as the cotton and tobacco fields grew. Most enslaved women were raped by their owners in order to bear children for the children to work on the plantations in the future. As one can see, the economy and slavery tie in perfectly with the way families were treated and what their conditions were during these harsh times; such as children were being forced to work in the fields and woman being abused; families were separated against their will and their living conditions were below normal. In the book, Mrs. Dred Scott: A Life on Slaverys Frontier, the author, Lea VanderVelde, studys the life of Harriet Scott, the not so know wife of Dred Scott. The lawsuit and outcome of the Dred Scott case is known to many and even studied by some, but not all know that even she, Harriet Scott, sued to be freed. Instead of only focusing only on the court case that came to be, Lea VanderVelde also tries to talk about Harriet Scotts life entirely in order to help expand our knowledge and understanding of the freedom suite but also the struggles that slaves had to experience in a wider spectrum. This will be a troubling goal due to the shortage of records provided to the public about slaved people and enslaved people near the frontier. VanderVelde addresses the challenge by looking through records that are valid and looking through anyone who owned or fired Harriet or Dred. In addition, they looked for people that were their neighbors and friends in order to get a sense of what world they lived in. By taking an approach to write a biography, she is able to make predictions and assumptions about the type of work that Harriet did in the past, where she used to live, and what type of relationships she had with those people that surrounded her on a daily basis. VanderVelde has in her possession diaries and letters of Lawrence Taliaferro, Harriets first owner in the frontier. His letters have been overlooked many times by historians, just like Harriet had been by many people, and not thoroughly reviewed. He was a diarist with journals including many details of past events that shaped the Scotts lives on the wilderness frontier- and presumably influenced the development of Harriets character. Vandervelde begins her story when Harriet arrives to the frontier as a fourteen-year-old girl in 1835. She tags along with her master when he travels to west from Pennsylvania to get into his new position as Indian Agent to the Dakota,serving as Indian agent to the Dakota was his lifes work. Harriet grew up in a multiracial environment where whites, native Americans, and black slaves all lived close to each other. While she lived in the West, she met Dred Scott and married him. The time they spent living north of the Missouri Compromise line became the basis for them to claim freedom, due to the fact that Harriets master did not state he was going to free her after he gave her to Dred for her to become his wife. VanderVelde continues to make an effort to try and reconstruct the Scotts lives and their relationships with white people when they moved to St. Louis. It tries to tie in how slavery played a huge role in the citys economy and social life as they lived in a slave state as fre e blacks. The battle of the Scotts legal battle in order for them to be freed is also detailed. She tells us about both Dreds and Harriets case and how their case was developed and how the choice of the courts to join them together. The typical identity of a woman in the nineteenth century was hidden under her husband, due to this her story was hidden but helped change the terms of the case. In a way, her claims were stronger and closer to getting her freedom. This would also benefit her because this gave her the opportunity to liberate her two daughters. The case caught a lot of people attention at the time because of the political situation they were surrounded by during the time the case went to trial. The amount of data accumulated all in one book is so much that it is so appealing to readers who are interested in the freedom suits or frontier slavery. Because of Vanderveldes wide research into the frontier life, this book helps us learn about the relationships of whites, African Americans , and Native Americans. The work VanderVelde came up with is a huge contribution to our way of understanding slavery. Moving on to the next book is Without Consent or Contract: The Rise and Fall of American Slavery. This book talks about the economy and how it came to unravel and develop. During the colonial era, a period that had the countrys history when it was exposed to colonial power, the size of the plantations was not as big as people thought. The fields of tobacco were averaged to lower than twenty slaves each, and the fields of cotton were not any bigger than thirty-five slaves. Plantations that had the largest about of production were the ones that grew rice and sugar. About 100 slaves were working on the plantations in Louisiana in 1860. As the ending of the eighteenth century got closer and the beginning of the nineteenth century got closer, most of the slave population that the British, French, and Brazil had been born in Africa in order to neutralize the death rates. Later on, creoles (slaves born in the New World) made up the majority of the slave population in the U.S Colonies as early as 1740 . Slave labor involves not just adults but children. When children start maturing at the age of eleven, by the time they reach ages fifteen or sixteen they would have fully matured in a sense where they are capable of doing more. Data from Olsons sample showed that ages 16-20, about 83% of the males and 89% of the females were field hands. In a graph shown it is evident that men would earn more money than females, they were below twenty percent to forty percent earnings. Although, ages 5 through 17, the annul net earnings from females exceeded that from males, probably because girls matured more rapidly than boys. Women picked more than males prior to the age of sixteen. As time passed, a lot of the men were transferred from working on the fields to crafting jobs and females were moved to being house servants. Their jobs kept shifting as time went by, men to gardeners, women to nurses in order to care for children and sick people. In larger plantations, women were sent to cloth houses where their job was to spin, wove and sew the cotton into garments for the whites. The number of hours slaves were put to work was ranging from fifty-seven to sixty during the spring, summer, and fall. After the civil war, the amount of labor done by the slaves decreased, after the Civil War, by a third. This is because the amount of work done by the black agriculturalist decreased, not to mention the of withdraw of women and children from labor. A lot depended not only on slaves but free workers due to the fact that having both would be just as profitable. The demand for slaves not only increased between every decade from 1820 and 1860, but slaves were being used more in the cities than in the countrysides. Due to that, the price for slaves was increasing and cities decided to let the countryside deal with the high prices while they depended on free workers. Northern farmers began to expand,not by adding many workers to the unit, as happened in the South, but by adding capital to a farm with limited number of workers. Before the nineteenth century it was known that many women would give birth to babies, yet not all survived due to illnesses, little to no medical technology, and diseased environments. Although the churches generally kept track of the babies that were baptized and buried, not all could be baptized due to them dying before they got a chance. Because of that, the number of babies that died not long after birth are unaccounted for. The author of this book was trying to show us that people were mistered and forced to do things they did not want to do. The author of In Search of a Promised Land: A Slave Family in the Old South started out by introducing the family of Sally Thomas during the early antebellum or time immediately before the Civil War. The family consisted of three boys, all of whom were from two different white men. The book analyzed all characters by explaining what they did when they were young compared to what they grew to be as adults. First, begin by introducing Sally Thomas, who was relocated and was taken to Nashville, Tennessee, where she became a quasi-slave, meaning she is allowed to have a job and work freely, although still owned by her master. She soon made enough money to rent a small house and open a place a place to do laundry. She started building a reputation for herself and became a very widely known, successful, respected businesswoman. Although she had to give some of the money to her master, she was able to keep the majority of it. As time passed, Sally thought of her children and knew the ideal way for her children to mature was to travel. Due to Sallys friendship with Captain Richard Rapier, she had close contact with some rivermen, who were also her customers. She was able to get John Thomas, her oldest son, a trip to New Orleans where Slaves and free blacks loaded and unloaded tens of thousands of bales or raw cotton each year for export to textile mills in the North and Great Britain. Before Richard Rapier died, he set aside some money and left John, Sallys oldest son, to the Thomas Estate. After he died, the executors of his estate met his demands and paid the money in order to emancipate a certain male slave by the name of John H. Rapier. Sally was so joyful because her son was legally free at the age of twenty-one. Although she was an illiterate herself, John was able to learn how to read and write as Richards personal servant. After she got her oldest son free, Sally felt it would be almost impossible to purchase both Henry and James due to that fact that their value was high on the slave market, but she kept w orking hard. Her middle child, Henry, did not go with Sally and James to Nashville. He was a big, in shape, and a smart man in his mid-twenties. He was sold on the market for a price that was unreachable for Sally. She had encouraged him many times to run away, and one day, in 1834, he did. He was later caught only to escape again, stealing a boat on the Ohio River. He made it onto the Indian shore where he met a man willing to cut off his cuffs, and after that he went on to move as far away from his pursuers as possible. Sally was still working in her laundry place. As soon as James grew old enough, he started helping Sally run errands. Later, in order for James to stay with Sally, she had to pay John Martin, her owner, 400 dollars in order for John Martin to set him free. She had only saved up 350$ from all her time working at the laundry place, so she asked Foster if he would pay the fifty and she would pay him back, which she paid a short time later. The deal was made, and Sally later receive d free papers for her boy James. Although this book mainly talked about the Thomas-Rapier family, their search for freedom, and the economy backtracks, they also gave the reader an inside picture into the lives of free slaves in the antebellum South and quasi-slaves, like Sally Thomas. The readers are able to look through the opportunities yet limits slaves had in their predicament during these troubled times. A lot of visual sources are provided in order to get an idea of what was happening. Travels of James Thomas and John Rapier Jr. to Nicaragua which is a visual representation of a map that shows the passages they took in order to travel. What the authors Franklin, and Schweninger, were trying to explore the 1860s as well as the events that went on during this historical century. In closing, as reading analyzing these books, they teach the readers about the lives of the slaves. The way they were treated was no way to ever treat a human being but was done due to the societys blindness to see everyone is a human being, no matter skin color. African Americans way of living during this time was so harsh, many people would die due to starvation and sicknesses. Families were separated and sold to different masters, because of this, not many family members would see each other ever again. Especially newborn babies because they would grow up to help on the fields. The money they were worth was so little at times, most masters didnt care about their slaves as long as they worked on the fields and got work done for them.

Synthesis Of The 13th Amendment - 745 Words

Prior to the Civil War in 1865, most of the African Americans remained slaves and were denied life, liberty and property. The 14th Amendment paved the way for former slaves and oppressed groups of people to come, granting them citizenship rights and equal protection of the laws. One of the main oppressed groups currently are same sex couples. For a long period of time, they were denied marriage and did not receive any rights as far as benefits because they loved a person of the same gender. In 2015, the Supreme Court ruled that all state bans on same-sex marriage unconstitutional and made same sex marriage legal in the United States of America. Amendments When the Civil War began, President Lincoln issued the Emancipation†¦show more content†¦Is it possible to compare the discrimination between gays and African Americans? Yes of course. Both groups of people went through a phase of oppression and just wanted to be accepted into society as equal persons. Just like there was segregation with the whites and blacks, the homosexuals were also segregated. â€Å"Back in the 60’s, bartenders would deny drinks to patrons suspected of being gay or kick them out altogether; others would serve them drinks but force them to sit facing away from other customers to prevent them from socializing.† One of the biggest known discrimination is the with United States Military. It was illegal for a homosexual person to enlist with the military. If a person enlisted and did not declare that he or she was gay, then got caught in a homosexual act, the individual could get kicked out with a dishonorable discharge and not hold a federal position ever again. The Don’t Ask Don’t Tell (DADT) policy introduced by President Bill Clinton said that you may not ask if someone is gay, or admit that you are gay. This can be compared to the Emancipation Proclamation. This is similar in comparison because the Presidents were trying to make both sides happy, but in a hush hush kind of way. Many homosexuals that served in the Military prior to 2015 had to hide who they were and their loved ones throughout their career. They were forbidden to get married and receive the same benefits as their heterosexualShow MoreRelatedSynthesis of Aspirin1618 Words   |  7 Pagesacidification of salicylic acid and acetic anhydride. The objective was to convert a specific amount of salicylic acid into the same amount of aspirin that was high in purity. Furthermore, the other objectives were to enable students to conduct the synthesis of aspirin, reinforce skills or recrystallisation and the technique of melting point determination. The amount of each compound should be the same because there is a 1:1 ratio between them. The purity of the synthesized aspirin was measured by determiningRead MoreHemp Cultivation in China42289 Words   |  170 PagesThe effect of ∆-9-THC on Herpes simplex virus replication. J. Gen. Virol. 49: 427. Dahiya, M.S. and Jain, G.C., 1977. Antibacterial activity of cannabidiol and tetrahydrocannabinol. Indian Drugs Pharm. Ind. 12: 31-4. ElSohly, H.N. et al., 1982. Synthesis and antimicrobial activity of certain cannabichromene and cannabigerol related compounds. J. Pharm. Sci. 71: 1319-23. Ferenczy, L. et al., 1958. An antibacterial preparatum from hemp (Cannabis sativa L.). Naturwissenschaften. 45: 188. Grlic, L.,Read MoreConvergence of Ifrs and Us Gaap15636 Words   |  63 Pagesrole of the FRC was extended and they became the solitary ‘independent regulator of the accounting and auditing profession, as well as being responsible for issuing accounting standards and dealing with their enforcement’ (ICAEW, 2013). Further amendments were made to improve the independence of the FRC and in July 2012 they were made into a unified regulatory body (ICAEW, 2013). An improved arrangement was executed to ensure effective governance of all of the FRC’s regulatory activities under ultimateRead MoreStephen P. Robbins Timot hy A. Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesContextual Work Design Features: A Meta-Analytic Summary and Theoretical Extension of the Work Design Literature,† Journal of Applied Psychology 92, no. 5 (2007), pp. 1332–1356; and D. S. Chiaburu and D. A. Harrison, â€Å"Do Peers Make the Place? Conceptual Synthesis and Meta-Analysis of Coworker Effect 94 CHAPTER 3 Attitudes and Job Satisfaction 40. 41. 42. 43. 44. 45. 46. 47. on Perceptions, Attitudes, OCBs, and Performance,† Journal of Applied Psychology 93, no. 5 (2008),

Part Five Chapter XI Free Essays

XI Howard had told Shirley that he did not feel well, that he thought he had better stay in bed and rest, and that the Copper Kettle could run without him for an afternoon. ‘I’ll call Mo,’ he said. ‘No, I’ll call her,’ said Shirley sharply. We will write a custom essay sample on Part Five Chapter XI or any similar topic only for you Order Now As she closed the bedroom door on him, Shirley thought, He’s using his heart. He had said, ‘Don’t be silly, Shirl’, and then, ‘It’s rubbish, bloody rubbish’, and she had not pressed him. Years of genteel avoidance of grisly topics (Shirley had been literally struck dumb when twenty-three-year-old Patricia had said: ‘I’m gay, Mum.’) seemed to have muzzled something inside her. The doorbell rang. Lexie said, ‘Dad told me to come round here. He and Mum have got something to do. Where’s Grandad?’ ‘In bed,’ said Shirley. ‘He overdid it a bit last night.’ ‘It was a good party, wasn’t it?’ said Lexie. ‘Yes, lovely,’ said Shirley, with a tempest building inside her. After a while, her granddaughter’s prattling wore Shirley down. ‘Let’s have lunch at the cafe,’ she suggested. ‘Howard,’ she called through the closed bedroom door, ‘I’m taking Lexie for lunch at the Copper Kettle.’ He sounded worried, and she was glad. She was not afraid of Maureen. She would look Maureen right in the face †¦ But it occurred to Shirley, as she walked, that Howard might have telephoned Maureen the moment she had left the bungalow. She was so stupid †¦ somehow, she had thought that, in calling Maureen herself about Howard’s illness, she had stopped them communicating †¦ she was forgetting †¦ The familiar, well-loved streets seemed different, strange. She had taken a regular inventory of the window she presented to this lovely little world: wife and mother, hospital volunteer, secretary to the Parish Council, First Citizeness; and Pagford had been her mirror, reflecting, in its polite respect, her value and her worth. But the Ghost had taken a rubber stamp and smeared across the pristine surface of her life a revelation that would nullify it all: ‘her husband was sleeping with his business partner, and she never knew †¦Ã¢â‚¬â„¢ It would be all that anyone said, when she was mentioned; all that they ever remembered about her. She pushed open the door of the cafe; the bell tinkled, and Lexie said, ‘There’s Peanut Price.’ ‘Howard all right?’ croaked Maureen. ‘Just tired,’ said Shirley, moving smoothly to a table and sitting down, her heart beating so fast that she wondered whether she might have a coronary herself. ‘Tell him neither of the girls has turned up,’ said Maureen crossly, lingering by their table, ‘and neither of them bothered to call in either. It’s lucky we’re not busy.’ Lexie went to the counter to talk to Andrew, who had been put on waiter duty. Conscious of her unusual solitude, as she sat alone at the table, Shirley remembered Mary Fairbrother, erect and gaunt at Barry’s funeral, widowhood draped around her like a queen’s train; the pity, the admiration. In losing her husband, Mary had become the silent passive recipient of admiration, whereas she, shackled to a man who had betrayed her, was cloaked in grubbiness, a target of derision †¦ (Long ago, in Yarvil, men had subjected Shirley to smutty jokes because of her mother’s reputation, even though she, Shirley, had been as pure as it was possible to be.) ‘Grandad’s feeling ill,’ Lexie was telling Andrew. ‘What’s in those cakes?’ He bent down behind the counter, hiding his red face. I snogged your mum. Andrew had almost skived off work. He had been afraid that Howard might sack him on the spot for kissing his daughter-in-law, and was downright terrified that Miles Mollison might storm in, looking for him. At the same time, he was not so naive that he did not know that Samantha, who must, he thought ruthlessly, be well over forty, would figure as the villain of the piece. His defence was simple. ‘She was pissed and she grabbed me.’ There was a tiny glimmer of pride in his embarrassment. He had been anxious to see Gaia; he wanted to tell her that a grown woman had pounced on him. He had hoped that they might laugh about it, the way that they laughed about Maureen, but that she might be secretly impressed; and also that in the course of laughing, he might find out exactly what she had done with Fats; how far she had let him go. He was prepared to forgive her. She had been pissed too. But she had not turned up. He went to fetch a napkin for Lexie and almost collided with his boss’s wife, who was standing behind the counter, holding his EpiPen. ‘Howard wanted me to check something,’ Shirley told him. ‘And this needle shouldn’t be kept in here. I’ll put it in the back.’ How to cite Part Five Chapter XI, Essay examples

Partner Corporate Environmental Performance -Myassignmenthelp.Com

Question: Discuss About The Partner Corporate Environmental Performance? Answer: Introduction Lavazza coffee is a leading coffee brand which was founded in 1895 by Luigi Lavazza. The brand started as a small grocery store. It is still run by the fourth generation of the same family. Lavazza imports coffee from various parts of the world and have given birth to the idea of blending different coffees. They organization believes that the blending of different coffees is the key to their success and unique taste. The brand is a market leader in Italy and has a wide presence in over 90 countries across the globe. Caf Crema is one of the leading offerings of Lavazza coffee. This particular coffee consists of a 100% Arabica blend. It has a unique and fragrant aroma and is composed of Indian and Brazilian coffee. The coffee is fairly strong and is largely in demand among people across the globe. Lavazza coffee brand classifies their coffee in 10 different profiles based on their taste, flavor and body (Carey, 2016). Caf Crema falls in the 7 category signifying that it is a balanced coffee which is rich in taste. This report throws light on international expansion recommendations for the brand. The countries considered for the same are China and Australia. This report highlights the business environment for Lavazza to enter and flourish into these two countries as well as the modes of entry recommended to the firm. International expansion International expansion is when organization move ahead of their local boundaries and expand into international geographies. The era of globalization has made this fairly easy and largely prominent. Lavazza coffee already has presence in over 90 countries of the world. Expansion of Lavazza coffee further would be another milestone for the brand owing to the strong brand name the company possesses. The level of brand awareness is high accounting people and hence it would be easy for them to accept it. Depending on the creativity and uniqueness of product promotions, it is even possible to generate curiosity and excitement in the minds of new customers for the brand. The increasing coffee consuming population is adding cherry on the cake. Potential markets The potential markets chosen for the brand are Australia and China. The reason behind considering these two countries is their increasing population, changing demographics, ease of doing business index, disposable income of their people and growing economic environment. Both Australia and China are developed economies and have a significant contribution to the worlds growth. The macro environment of the two countries can be better understood by conducting a PESTLE analysis which is as below (Newton, 2014): Australia Politically Australia is a democratic liberal democracy. The intervention of government is partial and most of the businesses are in private hands. The open government is a clear advantage for any new business. The tax system is largely favorable and the costs involved in starting a new business are competitive. Economic Economically Australia is a great opportunity for any entrepreneurs. The ease of doing business in the country is high and at present it ranks 14 in the world. Australias non-farm payrolls employment number are rising and hence the country is welcoming new businesses with open arms. The inflation is contained and the overall business market is open with bare minimum restrictions. Social Socio-cultural factors affecting any organization refer to the set of beliefs, customs, behaviors and practices that people of a region predominantly follow. The country is ranked 42nd in the worlds coffee consumption which is more than most countries. The level of education in the country is highest yet. The influence of the British is very large on the population and hence the coffee culture is on a rise. Technological As of 2011, almost 79% of the population in the country is internet savvy. Over 17million people are smartphone users. These two factors alone are evidence enough of the technological growth and development of the country. Technological advancement of any country acts in the favor of a new business establishment as it helps the business in enhancing the reach to the customer. Legal Australias business laws are simple and make the entire process of starting a new business rather convenient. The company must be registered as a foreign company followed by obtaining permits to run operations in Australia are the two basic necessary steps that must be adopted by the company before venturing into this country. The business taxes that need to paid are as below: Corporate tax Goods and Services Tax Capital gains tax Other business taxes. Environmental Managers of any organization must take into account the environmental and ecological factors impacting the country of operations. Lavazza has a project Tierra running in order to ensure sustainable development of the planet. After due consideration of the ecological environment of Australia, similar project can be included. Australian governments are particular about their carbon footprints. It is essential that the wastes from businesses in Australia is disposed in an efficient manner. Political China is a constitutional monarchy. Both formal and informal organizations must abide by government rules and regulations. The political stability of the country is currently a question mark. The increasing privatization is a boon for new businesses. However, the intervention of government in the starting up of a new business is one of the highest in the world. Economic China is a developed economy with a rising inflation. The employment numbers are getting better and the steps taken by the government to control the population are expected to improve them further. China is ranked 78th in terms of the ease of doing business in the world according to World Bank reports. The increasing inflation is reducing the disposable income of people making the country a non-favorable destination for marketers. Social Socially, China has improved leaps and bounds over the last few years. The government has put efforts in curbing the unfathomably and aimlessly growing population of the country. The coffee consumption is evident and the large population of the country reduces the impact of existing competition. The level of education is growing and so is consumer awareness. Technological China is a birthplace for second hand technology. Any technology existing in any part of the world would have a me too product in China at a cheaper price. Even so, only close to 40% of the people are using the internet. Due to the uneven income distribution, some of the cities have become a massive hub for business and growth while some are still coming to terms with this growth. Legal There are various laws in place that govern new businesses in the country. The control of the government on the same is relatively high and makes it difficult for budding entrepreneurs to be creative. There is no such thing as an independent contractor in China. Therefore the company has to be registered as a foreign entity and be governed by those rules. Environmental There are various steps taken by the Chinese government for the betterment of the environment in the country. China has been conducting immense research in the field of solar energy and the availability of that technology is a boon for any new business in the country. The central government ideally issues strict compliances and the monitoring and enforcement of the same is done by the local governments. China has also been working hard on its carbon footprints and hence ensures that the organizations effectively use their resources. Selected market Given the above analysis, the appropriate market for entry is Australia. There are various reasons for selecting Australia. These reasons are as below: Higher ease of doing business Rank 14th in the whole world (World Bank, 2018). Controlled inflation hence higher disposable income of people. Population is more technologically aware and averse. Coffee drinking is an important part of their culture. British influence. Less government intervention. Increased privatization. Lesser competition as compared to China. General strategy Global standardization The biggest advantage of Lavazza stays with the strong brand name and history of the Lavazza family. For certain brands, it is important that they remain authentic to their roots irrespective of their company of operations. Therefore the strategy recommended to Lavazza coffee would be that of global standardization. This means that the company and its products remain the same across the world (Kotabe Helsen, 2014). It is true that the consumer needs and demands of every country is highly varied and it is largely difficult to presume that such a wide variety of peoples needs would be catered to by a single product. However, there are various advantages to adopting this strategy. The brand name of the organization is preserved. The authentic ideas and products remain the same. The longer term vision behind a global standardization strategy is to ensure customers across the world of the same taste, quality, richness and flavor of the coffee across the world. Such brands become home brands and they act as a safety net for people travelling to foreign locations. Moreover the huge line of Lavazza products ensures that the company is single handedly able to cater to the needs of diverse customers across the globe. Lavazza classifies its coffee into 10 categories. This division is based on the flavor, texture, richness and aroma of the coffee. Given the efficiency of this division as well as the large range of products in each range make it plausible for Lavazza coffee to cater to the needs of highly diverse customers with varied tastes and preferences in coffee. Entry mode in Australia Joint Venture Australia has a booming coffee market. Currently Lavazza products are supplied in the Australian food market Valcorp fine foods. However, the market penetration is bare minimum and the company barely holds any share in the market. In order to make its presence felt, it is imperative that organizations select appropriate modes to enter into a new country. This is crucial as the mode of entry has a rather longer term impact on the shareholding of the company. The entry mode recommended to Lavazza coffee for entry into Australia would be a Joint Venture. A joint venture is ideally a combination of two established companies (one local and one international) who come together and work in consensus. The exact holding of each organization in the collaboration is mutually decided. In this scenario, Lavazza coffee must indulge in a joint venture with a well-established name brand like Woolworths Limited. The various advantages of the joint venture between Woolworths Limited and Lavazza coffee would be as below. Local knowledge The idea behind tying up with a local brand is to gauge the knowledge that the brand holds about the local culture, customs, people and lifestyles of the area and use it efficiently to improve and establish business (Yan Luo, 2016). Woolworths limited has been in existence in Australia since 1924. After almost a millennium of a business, the brand obviously holds immense knowledge about the locals and Lavazza could really take advantage of that. When two leading brands like Lavazza coffee and Woolworths come together, they yield immediate response owing to the long term trust in the two organizations. Woolworths long history in the country has garnered immense goodwill in the market. When Lavazza coffee ties up with such a reliable brand, there will be a certain amount of trust and respect associated with the venture from the beginning. Shared risks and costs When two companies come together for a joint venture, they share the risks and costs of the ventures. Hence the burden does not entirely fall on one organization (Shah, 2015). This is a major advantage of joint ventures. Since Australia is a relatively new market for Lavazza, it is expected to come with a certain amount of risks in the business. These risks can be covered by Woolworths experience and knowledge of the area. Improved relationships and growing network The biggest advantage of a joint venture is the long term relationships and bond that forms between the two organizations. When two leading brands come together and work collaboratively, it signifies a road map for future growth and success of both the brands. Owing to Woolworths history in the country, they have built and established a grand network of suppliers, vendors, media personnel, distributors and other stakeholders of the business. Lavazza coffee can gain the direct advantage of this network and utilize it to their advantage, gain and growth. Growth Lavazza coffee and its growth in the international market is the agenda in the report. However, a joint venture with Woolworths limited will also lead to the growth of the local brand. This would be their introduction in an entirely different business segment. It would help them enhance their product lines and attract an even wider customer base for the business. Promotional strategies In order to be able to succeed in any new business, it is important that the product or service is promoted effectively. The promotional strategies of any business help the organization in reaching out a wide customer segment and market their products to them. International expansion also requires immense promotion from the brand. For the existing product, promotion strategies can be relatively easier but for an international expansion, the promotional strategies of the business have the responsibility of creating excitement about a new product in a new market. This can often be tricky. Strategies recommended to Lavazza coffee for effective promotion in Australian grounds is as below. Television advertising The first and foremost strategy that can be adopted by any business to venture into a new country is to reach out to people through television. The viewership of television is massive in almost every part of the globe. This is why television advertisments lead to an enhanced awareness about the brand and its upcoming presence in their local countries. Lavazza coffee must ensure that they associate with leading channels and broadcast creative advertisements at peak watching hours. Interesting taglines could also be used by the brand like Soon in Australia or Now in Australia to make people aware about the introduction. Joint venture advertising In this case of a joint venture mode of entry, Woolworths limited must also work towards promoting Lavazza coffee to its existing customers and using their existing strategies. This would help in building trust and curiosity in the minds of the consumers. Social media marketing Social media marketing is the art of promoting any brand, organization or product through social media platforms. The growing usage of social media has now made these platforms a promotion for leading brands. Lavazza coffee already has dedicated Facebook, Instagram, Pinterest and Twitter accounts with a large number of followers. Social media marketing is a largely effective tool to reach out a large customer segment with the help of a single platform. Social media has also become a medium to enable a two way communication with customers (Solomon Tuten, 2017). In order to ensure this, Lavazza must enhance their social listening and be consistently aware of what is being spoken about the brand on various social media platforms. Facebook posts are often followed by various comments and twitter hashtags are largely responsible for creating a buzz in the market. These strategies of social media marketing must be adopted by Lavazza coffee to ensure a higher brand reach and improved customer base. Digital marketing Digital marketing enables users to look for a brand on search engines in an effective manner. At the same time, these users are targeted by the company on numerous digital platforms. This makes it easy for the brands to target customers based on their preferences, internet search history, location, cultures, behavior and cookies stored. Digital marketing breeds on search engine optimization and search engine marketing (Chaffey Ellis-Chadwick, 2016). Both these processes make it easy for consumers to reach out to their customers and consistently target them through different sources and destinations. Challenges of starting a new business in Australia No country in the world is perfect in every aspect. Even while starting a business in Australia, it is important to list down various challenges that Lavazza may face within the Australian market. This will help the brand stay prepared and be ready with a contingency plan as and when required. The various challenges of starting a new business in Australia are as below: It is important to submit the ASIC form 201. This is an application for the registration of a company. Availing construction permits is very difficult especially for a foreign company, Lavazza would be opening up outlets and hence this can pose a severe threat Attaining office utilities in Australia is a longer process than any other country. Utility involves basic utilities like electric and water supply. The company must complete a CT metering form to arrange for an internal wiring in the office. This entire procedure takes about 75 days just to get basic utilities in place. Taxation is taken very strictly. The corporate tax currently stands at flat 30%. It is imperative for Lavazza to familiarize itself with the taxation policies of the country. Australian culture is difficult to understand and track owing to a significant impact of nearby countries. Also the country has no majority religion of its own. This diversity in the population makes it difficult to understand the culture of the country. It is highly important to understand the GST (Goods and services tax) levied in Australia. There is already an increasing competition especially from Di Bella coffee which has become a global brand on its own. Recommendations Lavazza coffee is a leading brand in Italy and across the globe. After detailed analysis, a new prospective market Lavazza coffee has been finalized as Australia. This report has laid emphasis on international expansion strategies that can be adopted by Lavazza in order to expand to the Australian market. Expanding to any new markets requires immense expertise and knowledge. There are various circumstantial issues that must be considered. Few recommendations for Lavazza are as below: Know about the market Before venturing into this international market, it is highly recommended to know about the market well in advance. The firm must decide upon their location and distributors as well as customer preferences and ideologies. It is also important to understand the customer needs and work towards catering those specific needs of the consumers. Pricing strategy It is also important that while entering into a new market, the product must be priced effectively to ensure that people buy it. Lavazza follows a premium pricing strategy across the globe. Premium pricing refers to pricing the product slightly higher than the markets average (Hinterhuber Liozu, 2018). This way the brand, sets an effective positioning for itself and hence targets a niche market who can afford quality products at a higher price. For premium priced products, the target market of the organization shifts on the basis of income groups. Lavazza coffee will be opening up various cafes and hence it becomes crucial to effectively finalize the place where they set their caf. Lavazza coffee must select commercial places which are easy to locate. It will also be beneficial to have an outlet at leading airports of the country. Appropriate selection of place makes is plausible for customers to reach the outlet and hence leads to increased brand visibility and awareness. Promote well The last part of the product market involves promoting the product in such a manner that it is easy to reach out to consumers. Lavazza coffee must allocate unique strategies to ensure that that the consumers are aware about the product. The promotions of the company should be able to create a sense of curiosity and excitement in the minds of consumers. Digital marketing, social media marketing, billboard advertisement, television newspaper ads as well as email marketing can be used by Lavazza to reach out to its consumers. Conclusion Lavazza coffee is a leading coffee chain established in Italy. The brand has now become a global brand with a wide presence across the globe. This report throws light on the international expansion strategies that can be adopted by the company. For consideration, China and Australian markets have been considered. Of the two countries, Australia has provided for a better business opportunity for Lavazza coffee. This is due to the controlled inflation, high disposable income, increased ease of business, rising coffee population and internet aversion of the consumers. Australia is a land of a brilliant opportunity for Lavazza. It has been recommended that Lavazza must adopt a global standardization strategy and ensure that the look, feel, taste and flavor of the brand remains the same across the globe. Moreover, the entry mode to adopt is recommended to be a joint venture with Woolworths Limited. The brand image and the wide reach of the latter is sure to benefit Lavazza coffee. Lavazza coffee has a strong brand name and in order for further growth, it is important for the brand to analyze new areas of operation. Australia seems like that perfect next jump destination to make for the coffee brand. 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