Digi Telecommunications Sdn

Digi Telecommunications Sdn If there is one defining story in the technology world today, it is most likely the explosive growth of mobile communications. It is more well known that there are more mobile handsets than personal computers and that each of them has more computing power than the NASA computers that placed a man on the moon. This trend is connecting people from all around and across the world and acting as a great leveler as people are able to communicate and collaborate more seamlessly. Leading this trend in Malaysia would be Digi Telecommunications Sdn. Bhd. is a mobile service provider and provides wireless telecommunications services. The company is owned by Telenor ASA of Norway with 49%. On 24 May 1995 DiGi became the first Telco in Malaysia to launch and operate a fully digital cellular network. The company was formerly known as Mutiara Telecommunications Sdn Bhd but changed its name to Digi Telecommunications Sdn Bhd in January 1999. Digi Telecommunications Sdn Bhd was founded in 1995 and bs ed in Shah Alam, Malaysia. Digi Telecommunications Sdn Bhd operates as a subsidiary of DiGi.Com Berhad. Right now, DiGi is listed on the Bursa Malaysia under the Infrastructure category. DiGi Telecommunications Sdn. Bhd. Company provides a variety or broad of mobile communication services. These services include data services to individual and corporate customers, voice under their prepaid plans postpaid plans, SMS, data plans and services, international roaming, international calling card and WAP services. Digi faced challenges understanding the status of opportunities, inputting data manually into multiple systems, tracking proposal approval status and lines activation status, and tracking the success of marketing campaigns. Other challenge faced by Digi would be its directly and indirectly competitors. Competitors which compete directly with Digi are Maxis, Celcom, and U Mobile. DiGi also competes indirectly with broadband services provider such as TM, P1, Redtone, Amax. 3.0 Situation analysis 3.1 General Environment Analysis Political Strong Malaysian Government support: In 2007, Malaysian government has set to achieve 50% Malaysian household with both wired and wireless mobile broadband penetration by the end of 2010. In order to aid service providers further, the government rolls out supplies of broadband infrastructure and services throughout Malaysia. Plus, they also aggressively generate continuous demand in 3 aspects which are awareness, attractiveness and affordability. Malaysian Government discourages the usage of cell phone among school kids: In the year of 2006, Malaysian government banned the usage of cell phone among kids in nationwide school even included the fully residential schools. The decision was taken after many groups especially parents and teachers expressed their concern that allowing the handheld tool to be used by students while in schools could lead to a lot of problems such as affecting students performance in class. Social Influx of foreign worker: Traditionally, Maxis and Celcom have neglected to provide mobile services for this segment on the assumption that foreign workers are unable to afford them. DiGi entered this full of opportunity yet neglected segment after discovering that these migrants were willing to pay for communications to connect with their loved ones back home if they were offered affordable packages without any extras and make it their stronghold. Foreign workers are important in expanding Malaysias economy as they are the ones who willing to work for long hours but only receiving minimum pay. Foreign workers will be willing to work in Malaysia if they could contact their loved ones and family anytime with low cost. Higher standard living among Malaysians: Malaysians are able to enjoy the high-tech tele communication provided. Whether it is to be in touch with their loved ones or family. Communications has improved skills and knowledge among the Malaysian citizens. Globalization The world is now borderless where by economic openness and growing interdependence between countries had spur on increase in movements of people, goods and services. Increasing in Malaysias GDP: The communications and multimedia industry contributed 6.1% in term of revenue to Malaysias GDP. While in 2009, this industry generate about RM40 billion. For 2nd Quarter of 2010, the communication sub-sector registered 8.4% growth, mainly attributed to greater usage of cellular, broadband and 3G services. Economics Offering lower price packages: As economic downturn or during recession, Digi always offer the lowest price compared to its two competitors which are Maxis and Celcom. Therefore, even in the worst economic position, Digi will not lose its market share but more users are switching to Digi for its attracting benefits. Technology Continuous technological advancement in wired and wireless telecommunication: The creation of short messaging service (SMS), multimedia messaging service (MMS), GRPS, and 3G. Demographic Population: With the help of telecommunication services, population in certain areas will be expanding as people are safe to move around since there is a way to communicate with each other. Immigrants who came to Malaysia are able to get in touch with their hometown. Physical The packages offered: There are so many promotions and cheap packages offer by Digi so that people are able to get in touch with each other without paying a large sum of amount. These benefits attracted some populations like students and people with lower salary as promotions offered by Digi could save up money. 3.2 Porters Five Forces Analysis Porters five forces is a framework for the industry analysis and business strategy development that introduced by Michael E. Porter of Harvard Business School in 1979. This theory normally uses to determine the competitive intensity of an organization the overall industry profitability. Therefore, a business has to understand its position in the industry in order to create competitive advantages. There are 5 elements under Porters five forces which are new entrants, bargaining power of suppliers, bargaining power of buyers, threat of substitute products, and lastly intensity of rivalry among competitors. In telecommunication industry, Digi faces a very stiff competition which come from the main competitor Maxis and Celcom. From the aspect of new entrants, we can see that the capital require to enter this industry is very high, therefore this telecommunication industry is basically owned by 3 big companies. From the perspective of government policy and regulation, The National Telecommunication Policy encourages a healthy and orderly competition. The telecommunications sector has been opened to competition where basic infrastructure and telecommunications services are operated by private enterprises in order to provide a better quality services. In this sector, consumers have a low switching cost between these mobile telecommunication companies. Overall, we can consider a threat to new entrants is medium level. The second element in Porters 5 forces is bargaining power of buyers. In this industry, the bargaining powers of buyers are increasing in these few years. Most of the people need this mobile telecommunication service. Consumers purchase a large portion of industrys total output. Other than that, the switching cost between these companies is very low. Lastly, it is clear to see that the product between Digi and maxis is actually undifferentiated or standardized. Consumers who do not satisfy with the services from Digi can easily switch to other companies. Through these indications above, we can conclude that the bargaining power of buyers is very high. The next element is threat of substitute products. The substitute products may simply increase competition in an industry. When Maxis launch a new package to the market, Digi revenue will decrease due to the stress from its competitors. Therefore, Digi has to introduce some new services to attract consumer attention back. The products in this mobile telecommunication industry is actually undifferentiated, therefore, the threat of substitute products is high. The fourth element is intensity of rivalry among competitors which refer to the major determinant of the competitiveness of the industry. As mentioned earlier, Digi faces a very stiff competition in this sector by equally balance competitors especially Maxis. Basically, the products between these companies are lack of differentiation and the switching cost is low. In order to pursuit an advantage over its rivals, Digi company always adopt some new strategies on changing price and launch a cheaper package such as Digi campus to its users to make sure their customers maintain loyalty to the company. As an overall, level of rivalry that Digi faces can be concluding as high level. The last element in this theory is the bargaining power of suppliers. The bargaining power of suppliers can consists as high because most of the equipment that used to build tower cannot be sources locally, it is highly depend to export from other country. Because of the equipment is unique especially Global System for Mobile Communication (GSM), so most of them are imported from other countries. There are only a few suppliers for Digi and the switching cost of Digi to change to another supplier is quite high. 3.3 Descriptive for key stakeholder In term of organizations, DiGi is doing well in preserving the environment, which was being supported and recognized by peoples that all around the world. This may help in improving their brand name and can be a part of advertising strategies too. For example, On 3 June of 2010, DiGi had donated a total of RM98, 211 to WWF-Malaysia to reforest, which is up to 12 hectares of degraded forest as part of the Kinabatangan Corridor of Life (K-CoL) reforestation project. The fund was collected under the four month DiGi Postpaid e-Billing that derived from DiGis Minus campaign, which was started from December 2009 to March 2010. For each postpaid the customer who paid for the electronic billing, which is so called e-billing, DiGi donated Rm3 for the reforestation project. Although it only Rm3, but each contribution of RM3 can help to reforest an area equal to the size of 75 pieces of postpaid bill envelopes placed side-by-side, which is about 3 square meters. In short, the e-billing campaign was one of the activities that being carried out to reduce the paper usage. This is the main purpose that DiGis Deep Green ambition for minimising the environment impact. This is proven as DiGi always try to reduce their carbon footprints; they keep on encouraging customers make payment through e-billing, moreover, they also reduced the packaging and the size of the DiGi reload cards and the SIM packs. Last but not least, DiGi also provides a total paperless personal accident insurance, which the whole procedures will be done through the mobile phone. Besides, DiGi launched the campaign of Yellow Coverage Fellow through a series of television commercials. Originally called Yellow Man, until renamed by DiGis marketing team as YCF. It entitled with the DiGi Yellow, and DiGis WIDEST Coverage always with you. The theme song is I Will Follow You. Obviously the public response to the campaign was very positive. This is because I Will Follow You had become a phrase among the Malaysian public. In term of Product, the products and the services that provided by DiGi is well known by all the peoples around the worlds and is attracting the subscribers to be one of the DiGi users. DiGi is the first to operate the full cellular network and is the first to operate their cellular network in Sabah and Sarawak Besides, DiGi is the First operator in Asia to be part of the International Roaming Platform and to launch the use of the dual-band mobile phones. On the year 1997, DiGi be the first telcomunication company that being listed on the Kuala Lumpur Stock Exchange Main Board under the Infrastructure Project Companies category, and at that time, DiGi is known as Mutiara Swisscom Bhd. On 1998, Digi also be the first operator in Malaysia that launched the prepaid mobile phone service. The expecting of DiGi continued, to be the first GSM operator in Malaysia to offer Automatic International Roaming service to the United States of America; to be the first telecomuncation to launch a web site in Malaysia, the introduced of e-pay system as mentioned above and the following are the awards of DiGi: Mobile Data Service Provider of the Year by Frost Sullivan Malaysia Telecoms Awards 2005,Mobile Data Service Provider of the Year by Frost Sullivan Malaysia Telecoms Awards 2006,Best Prepaid Telco Service Provider 2005 by IT publications PC.Com, received in 2006,Mobile Operator of the Year, Malaysia by Asian Mobile News, received in June 2006,Malaysias CEO of the Year by Business Times, received in 2006,Malaysias Most Innovative Company survey by the Wall Street Journal Asia, received in October 2006 Mobile Data Service Provider of the Year by Frost Sullivan Malaysia Telecoms Awards 2007, on 24 May, Mobile Service Provider of the Year by Frost Sullivan Malaysia Telecoms Awards 2007, on 24 May and last but not least the Wireless Service Provider of the Year by Frost Sullivan Asia Pacific ICT Awards 2007, on 15 June In addition, DiGi is not only popular with their background but also with the price that they offered for their plan. For example, the prepaid package, DiGi Campus, which is highly demanded by the students that are studying in University. This is due to the low rate of calling and sms rate. Students can enjoy 100 minutes free calls to others DiGi numbers when they meet the conditions of spending RM2 per date. Besides, for the postpaid package, the user is only required to pay as low as 0.15 per minutes. 3.4. SWOT analysis based on stakeholder groups Digi SWOT analysis 3.4.1 Strength 3.4.1.1 Product Innovation Innovation is important because it exploiting new ideas to create a new product, process or service. Innovations become major strength because their research and development had always exceeded customer expectation so that increasing the customer satisfaction toward Digi. For example, innovation product such as Digi Campus for university student and Digi broadband services. Reward system A good reward system can motivate current subscribers and potential subscribers. Good reward system become a strength because Digi have a completely, effective, and efficiency system to service their subscriber. For example, birthday bonus for subscriber, a user can enjoy 50% extra bonus credit when reload before 3 days and after 3 days on the user birthday. 3.4.1.2 Organization Affiliation Telenor ASA now is Digi.Com Berhards first majority foreign-owned telecommunications service provider. Keeping good relationship with Telenor is a major strength of Digi. Affiliation with Telenor is important because Telenors will bring collective strength to Digi such as development of advanced technologies and services and maintaining the Digi status as a leader player in telecommunication sector. For example, Telenor intends to expand DIGIs business and further strengthen and improve the companys market position, with a particular emphasis on mobile product and services. (Arve Johansen, CEO Telenor mobile) Facilities Facilities are important because it bring convenience to customer and save time and cost. Facilities of Digi become strength because it provided many methods to let subscriber easily get what they want. For example, Digi center, reload credit through online banking, online payment and many more. It brings a super convenience to subscriber and will increase the customer satisfaction. Another reason is because too many competitor offering same services, so that Digi must offer facilities that other competitor dont have. 3.4.1.3 Capital Strong financial performance Strong financial performance in Digi becomes strength because Digi have stable number subscribers. An increasing and stable number of subscribers can lead strong financial performance in Digi, Digi are focusing in customer satisfaction, excellent customer experiences and keep attract new subscribers by promoting their product and services. 3.4.2 Weakness 3.4.2.1 Product Late to reach customer in latest information Latest information late to reach end user becomes a major weakness because Digi seldom promote their product and services in society. Latest information late to reach end user will cause lose a lot of potential customer and the sales will start to dropping down. For example, when new product or services release, if no any promoting activities like open booth, promotion to promote product, all the customer will dont know the latest information in Digi. 3.4.2.2 Organization Dependency on strategic sharing Dependency on strategic sharing becomes major weakness in Digi because Digi are still highly depending on product development and RD. They think try through product development can serve the customer better but it may not effectively, too focus on product development will cause the relationship between Digi and customer becomes not strong, they may will ignore the customer feeling and customer satisfaction. Lack of involvement of Digi ambassadors Ambassadors is important because they can lead a company toward successful and influence the telecommunication market. Lack of involvement becomes weakness because Digi ambassador lack of involvement in promoting product and services. Once the ambassador did not showing their responsibility, the latest information cannot be deliver to customer therefore the performances of company will be affected. 3.4.3 Opportunity 3.4.3.1 Product Rising telecommunication demand Higher demand for Digis product and services become an opportunity in Digi because it can lead Digi to produce more product and services to improve their sales and revenue. More people demand for the Digis product and services meaning that the quality of product and services offer by Digi is good and customer willing accept due to larger satisfaction. For example, low cost broadband internet services bring larger demand. Higher standard of living Recently, the Malaysia higher standard of living also becomes an opportunity for Digi Company. Higher standard of living in Malaysia cause the demand for telecommunication increase, many people will start choose the best telecommunication industry to be their communication tool due to the convenient. For example, even nowadays a 7 years old girl has their own mobile phone. 3.4.3.2 Organization Advance technology in human resource Advance technology in human resource are become an opportunity in Digi. Digi must focusing on recruiting new employee and provide training to them so that can maintaining a competent human resources in Digi. 3.4.3.3 Capital High capital investment High capital investments become an opportunity in Digi because of the ultimate holding company, Telenor. Telenor was investing a large amount of capital to expand their business to achieve profitability and enhance shareholder returns. 3.4.4 Threat 3.4.4.1 Product High bargaining power of consumer In telecommunication industry there have a lot of company like maxis, celcom, telekom Malaysia. Consumers are easily to choose and switch to another industry to use. In this case, Digi can offering higher quality of telecommunication services to customer at a lower price so that Digi wont lose their customer. Technology advancement in telecommunication Technology advancement such as in wired and wireless telecommunication becomes a threat in Digi Company. Current level of technology maybe very fast outdated because of other competitor continues offering new product with new technology. So, Digi can keep continue in improving the RD and keep at the lower price of product to compete them. For example, the lower cost of Digi broadband internet services brings a lot of business. 3.4.4.2 Organization High switching cost High switching cost becomes a threat in Digi Company. Switching to another supplier the cost is very high, so, switching to another supplier is very hard. To overcome this problem, Digi must keep a close relationship between the current supplier which is Ericsson and Trisilco Folec. Continue a good relationship with supplier Digi can save more cost in acquiring material to produce product and services. 3.5 Summary of situation analysis Strength Innovation of Digi product Good affiliation with Telenor major foreign service provider Excellent facilities convenience Innovation is very important as every competitor try to innovate in a fast pace to compete with each other. Good innovation will lead to successful or failure of a company. Keeping good relation with major foreign service provider will stabilize the investors investment on the company, which will lead to major profiting in the company for now and future. Providing excellent facilities and service will satisfy customers, and because of that, they will subscribe and be loyal. Weakness Slower in updating latest information Too dependent on strategic sharing Lack of involvement of Digi ambassadors Slowing in updating latest information will cause major loss in long term if the competitor knows the weakness of the company. Everything have to be fast when comes to telecommunication and technology. Focusing or too depending on certain department will influence the environment of the company. It will slowly abandon some important department and cause chaos or blurring of the company organization pattern. Good ambassadors deliver good information to customer, and customer deliver profit to company. Choosing a good ambassador will shape up the message of the company and deliver it to customer clearly. Opportunities Rising of telecommunication demand Higher standard of living High capital investment in expanding business There are a lot of opportunities in telecommunication. As the world moving in fast pace, from 3g to 3.5g and now 4g. The rising of telecommunication demand boost up and open opportunities for existing company to achieve better and stable their company, so that they would not beat down by the new rising advance company. People demand more and create new opportunities as well as idea to satisfy their standard of living. Fast, convenience, save time, save cost, these are the reason people influence the level of living standard. To expand business, we need capital. When we have high capital investment, it shows the how good is the reputation of the company. High investment will influence the size of business, and of course, the profit, and keeping the customers. Threats High bargaining power of consumer Technology advancement in telecommunication High switching cost to another supplier Telecommunication field is full with competitors. Each of the company is very similar to each other. Consumer holds a very strong bargaining power to make their own choice. They choose what they like and what they think it is best for them. They can be switch to A company for today, and maybe tomorrow they will be switching to B company. Current level of technology maybe very fast outdated because of other competitor continues offering new product with new technology. Consumer will go for the company who offer them better technology. Switching to another supplier the cost is very high that makes switching to another supplier is very hard. Keep a close relationship between the current supplier can save more cost in acquiring material to produce product and services. 4.0 The Strategic Option of an organisation (DiGi) Build a powerful competitive advantage The strategic option of DiGi is to build a powerful competitive advantage. DiGi became the first telco in Malaysia to launch and operate a fully digital cellular network on 24 May 1995. On the year 1997, DiGi be the first telecommunication company that being listed on the Kuala Lumpur Stock Exchange Main Board under the Infrastructure Project Companies category, and at that time, DiGi is known as Mutiara Swisscom Bhd. On the year 1998, Digi also be the first operator in Malaysia that launched the prepaid mobile phone service. The expecting of DiGi continued, to be the first GSM operator in Malaysia to offer Automatic International Roaming service to the United States of America; to be the first telecommunication to launch a website in Malaysia. This is the main competitive advantage due the often establishment of the first time in Malaysia. Hence it is well known throughout the world. Besides, DiGi provided a cheap Digi Plan, which is Happy Plan. This is targeted to those customers that make a lot of calls and sms, it only costs 1sen/second and up to 99sen per call to any number in Malaysia and the in year 2008, DiGi is the first Telco in Malaysia to introduce Mobile Number Selection service. This service enables the users to choose their own number rather than just following the traditional way. For example, in the traditional way, the user will purchase a new SIM that has been pre-assign with fix mobile number but now they can choose the numbers that they prefer. Sometimes, extra charges are needed for some special numbers, such as with the same digit that repeated twice or more. Operational Efficiency Besides, Operational Efficiency also is one of the strategic options of DiGi. Nowadays, many companies are focusing on IT Infrastructure .Technology can be either a great source. The applications of technology should be supported by an IT infrastructure that connects a companys users to each other. By connecting the DiGi company to their subscribers, this can help the users of DiGi always alert of the latest information and the promotions of DiGi. In term of technology, DiGi has provided Wireless, 3G and Internet Broadband services. Moroever, Facebook Zero, this is a light-weight, text -only version of the standard Facebook Mobile site and it is free and is accessible by all the Digi prepaid and postpaid users. It brings convenient to the users, as now the users can still stay connected with their fellow friends of family just by using their small device. Besides, in term of broadband, DiGi now is offering the quota of 3GB, cost RM38 per month, and the modem is free of charge. The op erational efficiency also included the peoples. This peoples is referred to those who working at DiGi departments. A current issue, DiGi Telecommunications Sdn Bhd will continue to invest in customer service amid the economic slowdown to provide better value and build brand loyalty Schnitker, Tom. (2009,February 21). Customer service still tops for DiGi. The Star. DiGi is enhancing their service level DiGi Telecommunications Sdn. Bhd. provides a variety of mobile communication services, such as voice under their prepaid plans postpaid plans, SMS, data plans and services, international roaming, international calling card and WAP services. Besides that, the users of DiGi is provided with the service of friend and family where the customers is allowed to set 6 Digi numbers that they will call more often. The calling rate and sms rate for these 6 numbers are lower than the normal prepaid rate. Personal Accident Insurance also is one of the services provided by DiGi, which is the competitive advantage that will the others networks do not provided and followed. DiGi provided 1 month free trial PA insurance for their users. The PA insurance can be categorized into 3 categories which is the RM50000 personal insurance, RM100000 personal insurance and RM100000 Family Personal insurance. Customers can enjoy the 1 month trial of the RM50000 of PA insurance and after one month, they can still continue to purchase the PA insurance at RM2 for 30 days coverage. Then you will still be protecting under RM50000 PA insurance plan, but with the term and conditions applied. Moreover, DiGiRemit, this allowed an individual to transfer through mobile phones and has remittanced to Indonesia, Phillippines and with more countries are following soon. Customers can just send 2 text messages to complete their transfer. This brought high convenient to their customers due to this remittance can be transferred to anyone with or without the bank account in the destination country. Besides, it is secured due to the administering of Citibank until the money is being delivered to the beneficiary. greater shares for its stakeholders Last but not least, DiGi provided greater shares for its stakeholders.DiGi market share is currently 25.00 per share. Which is much more higher than its competitors such as Maxis, only 5.33 per share. The shareholders of DiGi can increase their wealth by invest in DiGi. 5.0 Key selection criteria Strategies Activities/Tactics Key selection/criteria Build a competitive advantage Happy Plan Mobile number selection Focus on customer Focus on low cost of product Operational efficiency Infrastructure Facebook Zero, broadband Peoples Customer service. Focus on customer Focus on product quality Enhanced service levels Friend and Family Personal Accident Insurance DiGiRemit Focus on customer Focus on low cost Focus on quality of service. Greater market share RM25.00 per share Focus on shareholder wealth 6.0 Recommendation Key Question Recommendation Decision criteria Pros Cons 1. How the Digi be the top in its game? 1. More branding and quality product. 2. Build up the quality segment 3. Potential high dividend -Research and development, innovation, creative. -lowest call rate in different segment, eg. Postpaid segment. -the growth of sales and revenue. -increase sales and revenue -more focus the need of customer in different segment. -increase shareholder wealth -compete with diversification product from competitor -too many segments may cause company hard to focus in one. -capital gains decrease due to the higher profit and tax expense. 2. Can Digi maintain strong relationship with suppliers? 1. Always place order on time. 2. Setting Digi account on time. 3. Communication between Digi and suppliers -The time to deliver the material. -The dateline of payment -the understanding between Digi and supplier -Supplier have enough time to prepare -clear payment on time can maintain the liquidation of company -establishing the relationship between each others -late submitting order will let supplier not

Psychological Profiles of Characters in Julius Caesar Essay

Five most interesting characters in The Tragedy of Julius Caesar, Acts I & II, are the following: Julius Caesar, Mark Antony, Brutus, Cassius, and Portia. Julius Caesar is described to be a powerful, tyrant king of Rome. He is the figure people loved, but conspired to be assassinated by his own senators. Mark Antony is the most loyal subject of Julius Caesar. He loved Caesar so much that’s why he’s well-trusted, and is feared by conspirators for his loyalty. Brutus is one of the senators who saw a great need to stop Caesar from becoming a more powerful king. He is believed to be a protagonist here, if Caesar’s death is justified due to Caesar’s cruelty as a king. Cassius is one of the senators who conspired to plot against Caesar too. Somehow, Caesar felt that Cassius should not be trusted because â€Å"he thinks too much. † Portia is the loving wife of Brutus. She knows the secrets of her husband, and she’s always worried for him. (Shakespeare, W. Act I) Caesar got scared at one point, when his wife dreamed of his assassination. Mark Antony was also believed by conspirators that his loyalty will get buried along with Caesar’s body. Brutus, though the main conspirator, didn’t want Caesar to be â€Å"dismembered,† and he does show some respect to Caesar all along. Cassius, as a senator, should protect Caesar, but he is one of the main conspirators too. Portia wasn’t able to tolerate her husband’s silence on the fact he’s hiding something for her. (Shakespeare, W. Act II). All the characters mentioned have believable qualities, but most of them turned out to have a weak side. This is true too amongst us, because we are our own characters, but our weak side is what makes us human. That makes this tragedy a real life story we can relate to.

Intercultural Competence

10th May 2011, London: Following several incidents involving the police and members of the public of different cultures, religions and beliefs the country has decided to educate the police force and publish a handbook that is designed to give officers a better understanding of the needs and expectations of the people in the area. This handbook will relate to everyone from asylum seekers and ethnic minorities to travelers, homosexuals and people with disabilities. The councils Head Officer in Diversity issues said, â€Å"It is crucial that the police in Britain understand and are aware of the different cultures involved in the community that they serve in order to improve the service and trust for the people we are protecting†. One incident that caused a lot of media attention to the way that the British police force handles multicultural and diverse members of the public occurred last year in Essex County when a Muslim woman was arrested and the police officer proceeded to search her for concealed weapons. For Muslim women this is very disrespectful to be searched by a man, who later requested that she remove her headscarf so that he could see her properly. It is incidents like this that are completely cruel to someone with different beliefs than the police officer. After the media had heard about the way this individual was mistreated the police officer involved said, â€Å"I had no idea that I was disrespecting her religion or her beliefs and I would have never acted in that manner if I was aware of the vast differences†. This is why the need for a handbook and more cultural education for the police is necessary to run a more effective police service. Another incident that backs up this handbook was the documentary filmed by the BBC called ‘The Secret Policeman’ (2003) which investigated the police force in Manchester and the large amount of racism displayed during the show, typically referring to Muslim and Middle-Eastern members of the public as ‘Pakis’. The documentary shows another side of the police that Britain was not aware of, and a particular Junior Officer said a shocking statement, â€Å"A dog born in a barn is still a dog. A Paki born in England is still a F****** Paki†. The documentary caused an uproar and the police were forced to take action as the public was no longer comfortable being monitored by such people. The journalist responsible for covering the story; Mark Daly personally went undercover in the Manchester police force and recorded racist behavior with hidden cameras. Five years later (2008), Daly went back to the police and collected surveys from multicultural members of the force to see if the racism issue had improved, what he discovered yet again was severely disappointing, â€Å"this person in particular says he is treated as a slave purely because he is Black†. Other issues came up such as never being promoted based on race, being treated worse than in the 60’s, and that more than 72% of all police officers in Britain had experienced racism at work. The Secret Policeman’ had hours of disgraceful police behavior recorded and really caused the public to be aware of who they are being served by, leading to a huge loss of trust and respect for the entire police force in Britain. This alone was a potentially dangerous situation for the crime rate in the UK. Not only were the police in the UK acting in a racist manner towards members of the public but also towards other police officers. According to the documentary, each police department in the UK has a required percentage of ethnic minorities that should be involved in the force, however this percentage was not met by any of the police departments. Another survey shows that 50% of Ethnic Minorities that join the police force last less than 6 months, compared to 85% of white officers. The racism occurring amongst the police force members was shown to be very severe and involved extreme racist references to the Ku Klux Klan. This type of discrimination towards anyone is truly unacceptable and only proves how much the police truly require some further training in respecting, understanding and dealing with cultural differences. The entire country could benefit from a handbook on intercultural sensitivity, as it would create a much better environment for every community in Britain. The BBC documentary ‘The Secret Policeman’ (2003) explores racism in the police force, however there is still a large amount of racism amongst the general public. This was proven from another documentary also conducted by the BBC ‘Racism in Multicultural Britain’ (2009) where a Middle-Eastern couple went undercover in a housing estate in Bristol. They were targeted by the youth of the estate and were constantly discriminated against for being Muslim and an ethnic minority in the community. They were not only verbally abused but also physically from having rocks and punches thrown at them for no good reason but being different. As the United Kingdom continues to attract immigrants due to the better opportunities for education and employment the police force needs to adapt. This handbook hopefully symbolizes the acknowledgement for this change and will lead to the entire country becoming more interculturally competent. As more and more people in and outside Britain become aware of the racist issues in the country there will be more action taken to help communities accept and respect other ethnic groups. In the future, discrimination should be eradicated and no longer accepted in British culture. References: ‘The Secret Police man’ (2003, October 24). Racism In U K Police Force. YouTube . Retrieved May 14, 2011, from http://www.youtube.com/watch?v=J_GWy82olhw&feature=related ‘Racism in Multicultural Britain’. (2009, October 21). Racism in Multicultural Britain. YouTube. Retrieved May 14, 2011, from http://www.youtube.com/watch?v=y8e6lS7T9yI

The Crucible By William Shakespeare - 978 Words

MJ The Crucible is set in a theocratic society, in which the church and state are one, and the religion is a strict, austere form of protestantism known as puritanism. Because of the theocratic nature of the society, moral laws and state laws are one in the same: sin and the status of an individual’s soul are matters of public concern. There is no room for deviation from social norms, since any individual whose private life doesn’t conform to the established moral laws represents a threat not only to the public good but also to the rule of God and true religion. In Salem, everything and everyone belongs to either God or the devil; dissent is not merely unlawful, it is associated with satanic activity. This dichotomy functions as the underlying logic behind the witch trials. As Danforth says in Act three â€Å"a person is either with this court or he must be counted against is.† The witch trials are the ultimate means of restoring the community’s purity. The trials brand all social deviants with the taint of devil worship and that necessitates their elimination from the community. Another critical theme in The Crucible is the role that hysteria can play in tearing apart a community. Hysteria supplants logic and enables people to believe that their neighbors, whom they have always considered upstanding people, are committing absurd and unbelievable crimes that are communing with the devil like killing babies, and so on. In The Crucible, the townsfolk accept and becomeShow MoreRelatedThe Crucible By William Shakespeare1468 Words   |  6 PagesIn the play The Crucible there are some truly heroic characters who deserve to be admired, and there are other characters who are filled with hubris and an overinflated sense of themselves. Some characters, such as Reverend Parris, care too much about their reputation, and this egotistic attitude can become the cause of their downfall. Others, like John Proctor, are not willing to live anymore because their reputation has been spoiled. And some characters, such as Abigail Williams, are so self-importantRead MoreThe Cruc ible By William Shakespeare962 Words   |  4 Pagesâ€Å"The Crucible† is a melancholy story about witchcraft that occurs in the town of Salem, Massachusetts which takes place in 1692. Salem is a very strict, religious Puritan community which does not tolerate any form of non-religious behavior or action. In this Puritan town, a witch hunt ensues after young female members of the community tell multiple lies to their leaders; under those circumstances, many individuals are condemned and hung for these false accusations. It is until one member of thisRead MoreThe Crucible By William Shakespeare1690 Words   |  7 PagesThe title of this book is significant because it has two meanings. One, a crucible is actually a piece of lab equipment that boils to a high temperature and becomes full of violent reactions. That symbolizes what is happening with the people in Salem in this book. The second reason it is significant is because a crucible is also known as a test or a trial. We see that often in this book because every one of the accused is put on trial. MAIN CHARACTERS: John Proctor is one of the most important charactersRead MoreThe Crucible By William Shakespeare1363 Words   |  6 Pagessomeone, paranoia and hysteria begin to break down the human brain and influence the decisions they make. Throughout history, we as a people have seen the abstraction of fear dominate the masses while at the same time, cultivate hysteria. In â€Å"The Crucible†, neighbors begin to shift on one another and allege individuals they have known for a long time of exercising witchcraft and worshipping Lucifer. The small town of Salem, Massachusetts declines into mass agitation and paranoia, a status in whichRead MoreThe Crucible By William Shakespeare1610 Words   |  7 Pageswho eventually set out to kill her. In The Crucible, there were many accusations towards the people of Salem of being a witch or wizard. None of them were true because witches and wizards are not real and therefore, all the accused people, were innocent. They share the same relationship as the victim of this song. I will always love you This song is about how the singer will always love another character no matter what they put them through. In The Crucible, Abigail displays this same trait when sheRead MoreThe Crucible By William Shakespeare904 Words   |  4 Pages The Crucible was based on a Puritan society where religion played as the foundation of everything. Fear was operating in the witchcraft accusations and in the people who lived there. During that time, these fears were masked by anger toward one another. This misplaced anger grew to vengeance and only led to more fear. Throughout the stage play, the Putnam family helped fuel that fear. For their greediness, led to accusations of which craft. From their first child, Anne Putnam had said that RebeccaRead MoreWilliam Shakespeare s The Crucible 1294 Words   |  6 Pagesof them can attain being imprisoned and even when they do battle to determine who wins Emily’s hand that is ultimately left to fate as the gods intervene when Arcite initially wins the bout. They make no attempt, as romantic heroes, to romance the object of their affection. Furthermore, despite the Knight’s tale being a romance, its center is more on the competition between the two men as opposed to the relationship Emily would have with one of them. Chaucer devotes two pages to their argument onRead MoreWilliam Shakespeare s The Crucible 913 Words   |  4 Pages Are you in highschool and are going through a rough time. Than you could relate to the book Speak. Speak is about a girl going into highschool with no friends. Not even her friend from junior high, but why. This book takes place at Merryweather High School. It is in the modern day. It takes place somewhere in the United States. It sometimes at Melinda’s house and other places. Melinda Sordino is sweet and nice. She is really quiet and doesn’t speak much. She Doesn’t fit in anywhere and doesn’t haveRead MoreWilliam Shakespeare s The Crucible 1735 Words   |  7 Pagessides of the same coin†. That phrase is what Shakespeare personifies through As You Like It, using the play as a means of making an observation on the idea of duality itself. Shakespeare posits that a method of achieving happiness is simply perspective. The ability to see the positive in the negative or in the play, freedom in exile. Rosalind does not see Arden as a curse but as a blessing in disguise, allowing her to take a new outlook at life. Shakespeare s message seems to be that while there areRead MoreThe Tragedy Of William Shakespeare s The Crucible 1038 Words   |  5 PagesAct Three has ended and Elizabeth has been imprisoned for witchcraft soon after the hysteria began. The frigid, unilluminated cell, with its harsh stone-walls surrounds Elizabeth, along side her depressive, lonely thoughts. The only light permitted to enter the claustrophobic room bleeds in through the cracks around the perimeter of the wooden, bolted doorframe. Elizabeth sits hunched over in the farthest corner from the door. Dust covers the useless, ragged blanket that is the only possession she