Market Entry Into Kenya for a Food Franchise Essay Example

Market Entry Into Kenya for a Food Franchise Essay Example Market Entry Into Kenya for a Food Franchise Essay Market Entry Into Kenya for a Food Franchise Essay BNU5013 †International Management Strategies Post-Module Assignment for Prof. Minyuan Zhao The point for our group introduction was the development of Global Franchise Architects (GFA) into Kenya. The gathering chosen this organization as we had quite recently finished a correspondence methodology for them on the best way to grow in India, and one of our associates who is from Kenya believed that it may be a reasonable alternative for GFA to venture into Kenya. This paper will endeavor not to rehash any realities expressed as of now in the introduction, except if required to feature a particular point. At an elevated level the gathering concurred, by a popularity based procedure, to the accord that GFA ought not venture into Kenya, however I might want to differ with that appraisal after further examination and investigation all alone. The key qualities of GFA are: 1) Operational greatness: This encourages the financial specialist to get an exceptional yield on Investment (ROI) 2) Portfolio of 9 brands: Having various brands gives the speculator to open consolidated stores with various brands or single out the brands that they need to concentrate on. The fundamental features that make Kenya an appealing business sector are: Positive GDP development Lower loan fees less expensive credit get to Inflation down ( 5%) Market: 4 significant urban areas opportunity †Nairobi (4M), Mombasa (1. 5M), Nakuru (1M), Eldoret (. 8M) †Majority Western style taste, settled in â€Å"eating out† culture †High extent of youthful and out-going populace. Rivalry †2 worldwide (South African) food franchisers + neighborhood brands. †All have constrained menus, not very much oversaw and costly. While dangers entering Kenya are: High oil costs Exchange rate change Political steadiness The principal thing that one needs to take a gander at while choosing to enter a market is whether there is an interest for the item being sold and the spending limit of the customers. In the most recent year the Kenyan economy has been recuperated from a droop and is right now blasting. Simultaneously the cheap food business has been developin g with expanded buyer burning through (1). Another contestant can exploit the vacuum made by the conclusion of cheap food stores because of the post-political decision savagery and worldwide monetary lull. The subsequent thing is the way an organization can separate itself from its rivals. GFA depends on its operational abilities alongside privately sourced produce to give a high ROI. There are a couple of fixings that are flown in from the focal kitchen in Thailand like cheddar to keep up a predictable standard of value however the rest all are obtained locally. With the ongoing blast of great nearby produce (2) the franchisee would not need to depend on traded products alone which bring about greater expense of merchandise sold and lower benefits. Pen Analysis: While performing CAGE examination to decide whether GFA ought to enter Kenya or not the main thing contrasted with was the current activity in Sudan. A few things that stood apart during this examination were the likenesses between how Starbucks propelled and worked in China, a tea drinking nation with low copyright security. Social: International food tastes in significant urban communities like Nairobi and Mombasa and the ability to pay a premium for Western items Presence in Sudan can't be utilized because of contrasts in culture and nearby food inclinations Authoritative: Lack of TM assurance e. g. Brand Pizza Inn worked by an alternate proprietors of Pizza Inn U. S GEOGRAPHIC: Local Procurement of 65% of COGs, Rest would should be sent from Thailand Easily open from India and Bangkok via ocean and air. Eastern and Central Africa’s monetary and correspondence center ECONOMIC: $838 GDP per capita, low $ yet clients in city ready to pay a premium for western items Agricultural based economy, guaranteeing great gracefully of crude material required for the food business On the off chance that GFA can make a picture of a worldwide supplier and cut a specialty the inexpensive food showcase it can succeed. Alluding to the FDI choice tree alongside the confine investigation one can conclude that it is suitable to enter Kenya yet just if GFA can locate the correct contact to establishment with. GFA ought not go in for going yet direct an exhaustive quest for the privilege to neighborhood accomplice, one who comprehends the standards and guidelines on the nation and has worked other retail business in the nation. AAA Strategy Implications: When a choice has been made to enter the nation, GFA would need to choose which of the Adaptation, Aggregation Arbitrage (AAA) methodology to exceed expectations at. It is difficult for any organization to exceed expectations whatsoever three simultaneously yet center around various angles or crossover of two methodologies as its procedure develops. The following is a brief glance at every one of the three techniques: Adaptation: GFA should change its menus to suit the neighborhood taste. It can't attempt to imitate the menu that it serves in Sudan because of the different culture and dietary pattern contrasts. It’ll likewise well to alter its obtainment methodology of crude material to conform to the nearby flexibly chain the executives model. GFA would likewise need to adjust on how the item is advertised and the structure of the store I. e. free Pizza stores versus joint Pizza and Ice cream store as featured by how the different franchisees work in Kenya. Most are run as joint stores and related to other retailing outlets or petroleum siphons. Having said that GFA may likewise separate itself from rivalry by giving very good quality Pizza stores like Pizza Hut does in asia. Conglomeration GFA has been in activity for longer than 10 years and there are unquestionably things it can total among its appropriated tasks, things like Kitchen structure expertise, gracefully chain arrangement, promoting guarantee, fundamentals of the menu and so forth. It can likewise additionally total the shipments to its two African nation franchisees to bring down expense of delivery and dissemination. Despite the fact that the two may have various menus, they would in any case need a similar fundamental items that are imported like cheddar, kitchen gear and so forth. Exchange Despite the fact that GFA can't exchange to bring down work expenses or exploit costs in India or Thailand as the expenses in Kenya are entirely modest, what it can do is exchange on the nature of the items to charge a premium. It can get excellent cheddar and sauces that its rivals can only with significant effort repeat and charge a premium for it while simultaneously staying quiet about its center plans. Increasing the value of affirm the passage into another market one can play out a speedy ADDING investigation and check whether the section includes any monetary worth or not. The picture underneath is a speedy preview of my investigation: pic] Adding Volume: GFA will have the option to add volume to its general numbers by including more stores Decreasing Cost: GFA may have the option to bring down the expense for franchisees a piece in its Sudan activities by sharing some transportation and coordinations cost with Kenya particularly on things that must be sent from India or Thail and. Separating: GFA will have the option to separate itself in the nearby Kenyan market also in different markets by having worldwide tasks in various nations and landmasses. Improving Industry Attractiveness: GFA won’t have the option to have an over the top effect on this front, however it will have some underlying mover advantage particularly since a great deal of the other inexpensive food stores shutdown during the last monetary downturn. Killing Risk: In principle GFA will have the option to kill chance by enhancing over various nations however truly it may be risking extending itself excessively far. Likewise by moving into a nation like Kenya which doesn't have stable world of politics it may run into the danger of its stores being closed, which ought not affect GFA as much as its franchisor. Creating Knowledge: GFA will have the option to learn on the most proficient method to work in creating economies in Africa and if fruitful can use this information to additionally develop the landmass. Having done the fundamental examination the exact opposite thing GFA can take a gander at how its potential rivals are acting in Kenya. Innscor Kenya, a piece of Inscor Africa (a Zimbabwe based organization with various brands) moved to Kenya3 moved to Kenya utilizing the establishment model. It additionally works like GFA with Multiple brands under one umbrella. Inscor saw the Kenyan market as the most encouraging on the continent4, where it before long additionally extended its tasks. Remembering such reference focuses I think GFA should take a gander at extending in Kenya through diversifying with a reasonable accomplice. References: 1: businessdailyafrica. com/Corporate+News/Food+businesses+record+growth+on+improved+buying+power/ -/539550/1039392/ -/thing/0/ -/rjqcn9z/ -/record. html 2: tegemeo. organization/reports/other/Regoverning_Kenya2007_information_sheet. pdf 3:http://dialadeliverykenya. co. ke/about_us. html 4:http://allafrica. com/stories/200402100125. html Class material and gathering introduction

Aries epica Free Essays

We are guided by a vital arrangement that causes us to rethink the review understanding of millions over the globe. To be sure that empowered us to remain in front of the opposition and encourage a computerized transformation in India and the Middle East. Aries Epic is the pioneer in AD Advertising and Corporate Videos in India. We will compose a custom article test on Aries epica or on the other hand any comparable theme just for you Request Now We house outstanding amongst other AD Stereoscopic studios in the district. Objective: 1 . To make a worldwide brand by driving and change the world’s seeing experience. 2. Abusing the first mover bit of leeway to be a house hold name in worldwide racketing/buyer gadgets network if there should be an occurrence of AD TV and AD/AD change. . To make a promoting channel to make a chance to sell and dispatch other sub items to industry. 4. To make AD virtual show stage. 5. Draw in worldwide acknowledgment to mark â€Å"Aries† Products and Services offered: Our center administrations envelops the accompanying Stereoscopic going for organizations, highlight films, publicizing, occasions (counting marriage capacities, introduction. ) and so forth. Stereoscopic after creation the executives (control of the upkeep of stereoscopic arrangements, Editing, Composition, D’). Creation of AD stereoscopic activitys. D Stereoscopic video introductions in Medical field and Educatio n. Far reaching AD and AD Solutions AD Broadcasting Solutions AD Live Projection for stage appears or any occasions AD Projection Solutions (Permanent Mini AD Theater establishments and impermanent establishments for expos, property show and so on ) AD Printing Solutions AD theatre establishment and AD films Animation Services AD Animation2D Animation Story Boarding/Animating Visual Effects/CGI Post Production Gaming Concept Creation/Development/Pre Production Holographic Imaging Next Generation Event/Marriage Video inclusion Features of the administrations incorporate One-of-its sort idea from India’ s No. L universal video creation brand Ultra-current AD Technology No cameramen to obstruct the view K film position with CGI and Del AD †AD change office Worldwide live spilling AD Invitation structure AD Photo collection 5. 1, 7. 1 Atoms sound plans Animation and VEX studio Full-fledged activity studio for advertisement and promotion movement. VEX for film and TV Complete preproduction and after creation offices Aries Epic Academy Aries Epic Academy is the first AD Stereoscopic Film Academy in Quite a while and the Middle East began with a dream of giving quality instruction in AD Stereoscopy, AD Animation, Editing D’, Audio Engineering and VEX. Courses offered; 1 . Promotion Stereoscopy a. Promotion cinematography b. Stereography c. Advertisement Editing d. Promotion creation AD to AD transformation g. 2. Complete enhanced visualizations preparing. 3. Advertisement and AD liveliness 4. Altering and Del 5. Sound Engineering SOOT Analysts: Strength Pioneer in AD Advertising and Corporate Videos. Innovative edge. Settled brand name â€Å"ARIES†. Aries Epic Academy. Organization profile †Mr. Johan Roy as a brand diplomat himself. Wide assortment of rodents and administrations. Shortcoming Initial Expensive Lack of Technical staff Lack of mindfulness among clients. IP assurance Opportunities Huge blast in AD advertise. Expanded mindfulness as a vocation. Rising portion of redistributing pie. Social gaming prominence. Expanding use of VEX and AD in motion pictures. Increment popular for neighborhood content. Wide utilization of activity in commercial industry. Dangers Newer better innovation may develop. Make back the initial investment plausibility Competitors Cultural compels Lack of government bolster Market examination: The Indian Animation gaming Industry is one of the quickest developing enterprises in he nation today. Exceptionally gifted labor emotional cost viability have made impressive development over a previous hardly any years, with a bigger quantities of players scrounging the space. Indian Animation Gaming Industry is esteemed at 739 million dollars with a compound yearly development rate (CARR) of 32 percent between schedule years 2005 2009. Activity through a late starter in India is considered as one of the most encouraging fragments of the media outlet. The business in the wake of encountering solid development rate in the past is relied upon to be in the pink of its coming years. From the present market size of SIDES 774 million out of 2010, it is foreseen to contact the highs of SIDES 3040 Million by 201 5 developing at a CIGAR of 25 percent during 2011 †15. Target clients: TV channels Gaming industry Film industry Advertisement industry Upcoming occasions Educational division Medical field Corporate segment Government segment Mobile application world Web engineers Event the executives bunches Expos, amusement shows and display Hospitality segment Marketing Strategies Channels: A great and appropriate site which can exhibit our nature of work and innovativeness. Demo for each target gathering Keep in touch and information base of individuals related with film and TV industry. Tie ups with occasion the board bunches on commission bases or common advantage bases. Internet based life promoting. Direct advertising utilizing promoting administrators. Use database of Medici TV for clinical segment. Utilizing the Aries bunch marking Strategic occasion Tie - ups between the different divisions for promoting purposes Getting engaged with online gatherings and masses Participating in different expos. Channels: Brochure of the item and business cards. Occasions showcasing utilizing the vital tie-ups between divisions. Telemarketing of the diminish to potential clients Email promoting of the item Online showcasing system can help secure new clients, for example, internet based life methodology and online paid techniques Direct selling by fixing meetings with client and instructions our item An ad would be a decent alternative in the referral procedure would help in expanding the client base Advertise with a notable print distribution. Starting the procedure by equipping with required advertising instruments, for example, handouts, visiting card, PPTP and so on. Making essential databases for deals and showcasing. Execute the email promoting telemarketing forms. The most effective method to refer to Aries epica, Papers

The Issues with Infrastructure Research Paper Example | Topics and Well Written Essays - 750 words

The Issues with Infrastructure - Research Paper Example Sadly, the need to assemble new foundation comes when we are managing financial shortfall. The paper will investigate account, the significant issues with our foundation, including impacts of fear mongering and cataclysmic events, financing for offices and new arrangements planned for including private area in building the new framework. Dread assaults have come up as another danger against our general public and security has risen as an essential factor to be implanted in our present framework. Security has recently discovered need, specifically after September 11 assaults. We needed to roll out serious improvements in various areas of framework to decrease the risk. One such model can be seen at air terminals. Expanded traffic has caused blockage at most air terminals and they have become exceedingly packed places alongside maturing foundation including runways. Safety efforts have contributed towards the issue and we see portions of new scanners and observation gear all around. Th ey have opened up another major necessity for security and gobbled up overwhelming speculations. Dread dangers have changed the ordinary techniques to security driven arrangement and have left an impression on the old foundation that is altered to consolidate security highlights. The framework set up for cataclysmic event incorporates early admonition frameworks to give government a possibility of actualizing shields. Other than these checking frameworks, salvage groups are extravagantly entrusted and standard working techniques for each are very much characterized.

What Is a Narrative Descriptive Essay Sample?

What Is a Narrative Descriptive Essay Sample?The best part of writing a narrative, descriptive essay is that no matter what type of essay writing you would like to do, it can be done with assistance of narrative, descriptive essay samples. The process of writing the essay is pretty straight forward; however, there are certain parts that you should be familiar with before you take the first step. If you are seeking to find a sample that suits you, take a look at the following paragraphs for ideas on how to do this. Although there is no one perfect model for writing an essay, you can always find one that you will be familiar with and can work with.First, one of the first things that you should do when you are trying to come up with an essay for descriptive writing is to come up with a story that best describes the topic. Take note of the character and the setting of the story. You must come up with a scene or something of the sort that best speaks to the facts that you want to present and is at the same time, a part of your own personal story.You should know that the basic structure of an essay that is to be completed on a descriptive story is a structure that you can adhere to, but, you can tweak it a bit if needed. There are essay writing outlines that can help you follow a structure in order to come up with an effective essay. At times, you may need to modify the structure a bit to make it fit in the way that you are used to, but, once you have had the structure, you can tweak it until it fits right into the outline that you have.In order to start constructing a good story, you need to come up with a structure that will enable you to work with a common structure. This structure is not necessarily the story structure, it is the structure that can be followed from beginning to end.This structure helps you come up with your essay effectively, but, be sure that you can keep to the format once you are done with the structure. The structure of the story and the stru cture of the essay must be used to go along with each other and, you cannot get by with only one without going against the other. Also, you need to be certain that the story and the essay will work together in order to achieve the goal of having an effective essay.Another thing that you should know about the structure of an essay is that you should know that there is a common theme that runs through all of the stories. This theme will help you know how you can frame the essay from beginning to end. The theme will also help you come up with an effective essay that will work with your needs in the composition of the essay.As you know, it is not as hard as you may think to come up with an essay in writing that will speak to the specific topics that you are looking to present in your essay. If you are looking for a good model to follow, then you can find one that will fit in with your needs and will even help you come up with an effective essay that will help you in your career as well.

Quantitative and Qualitative methods - 878 Words

Contents 1.0 Introduction 2 2.0 Research methodology 2 Data types 2.1 3 Measuring Data 2.2 3 Graphical Data 2.3 3 Empirical research methods 2.4 3 Quantitative Methods 3.0 3 Qualitative Methods 3.1 3 Bibliography 4 1.0 Introduction I have been asked to produce a report which critically evaluates a wide variation of methodologies and how they can be applied to a given scenario. In this report I am going to be analyzing the usefulness of the methods that I can apply to different situations I will also be going on further to explain my knowledge of these methodologies by selecting methods and creating research documentation for a that scenario. In this scenario I am part of an IT Support Team of a large Further Higher Educational†¦show more content†¦(USC, 2009) Data types 2.1 If there is data that is in numerical form this is called quantitative data if not then it is if referred to as qualitative data if there is no numerical value or data. For example qualitative data can be anything other than words for example it could be a recorded video or photographs these types can be identified as qualitative data Measuring Data 2.2 Measuring and analysing data involves gathering quantitative data about various products and the processes and analysing that data to influence your actions and plans this can allow you to gain a understanding of the process, products, resources and environments and evaluate so that you know the status with respect to your current plans and being able to predict the relationships among the processes and the produces you observe using these attributes to predict other values and products and processes you can improve these milestones by knowing the root causes of these problems and identifying where you can make improvements. Graphical Data 2.3 Many researches can and do use histograms and bar charts and graphs to show the way that the quantitative data is distributed in doing so this makes it easy to understand the results easy, to compare the data and evaluate quickly and also if someone else is using this data bar charts and graphs are fairly simplistic to understand thus helping the research further itself.Show MoreRelatedQualitative Quantitative Research Methods1047 Words   |  5 PagesQualitative amp; Quantitative Research Methods PSY 326 Dr. Willow Aureala March 29, 2011 Qualitative amp; Quantitative Research Methods There are two types of research methods: qualitative and quantitative. Qualitative research methods are complex meaningful analyses characterized by processes and meanings that are not measured in terms of mathematical measurements. 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This paper will provide a brief description of qualitative and quantitative methods, provide the differences between the two approaches along with the terminology used for both; I will alsoRead MoreQualitative And Quantitative Research Methods1285 Wor ds   |  6 Pages Qualitative and Quantitative Research Ravi Teja Mora Dr. Jimi Peters Research Methods Stratford University â€Æ' Qualitative and Quantitative Research Introduction There has been a widespread of debate in recent years regarding the quantitative and qualitative research methods, wether one or the other has to be emerged as superior. Although there have been so many theories and conclusions, this paper intends to discuss on the similarities and differences between the qualitative and quantitative researchRead MoreQuantitative And Qualitative Research Methods Essay1218 Words   |  5 Pagesindividuals are confused about or not aware of the differences between quantitative and qualitative research methods. 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Analysis Resources And Failures Of Smes - 949 Words

Both Ropega (Ropega, 2011) and Williams (Williams, 2014) outlined the fact the although the current research cannot agree on what to call a business that fails, they do agree that it happens, and frequently – about 50% within the first few years. Ropega outlined five possible reasons for failure, with the most obvious being lack of cash. Other factors include a drop in sales and profit, liquidity, market share and an increase in operating costs. As well, nonfinancial indicators were considered to be subjective and should be used in conjunction with the financial indicators in order to identify and correct problems early on (Ropega, 2011). In Williams paper â€Å"Resources and Failures of SMEs: Another Look,† he studied the possible reasons for failure by analyzing failed companies. This was a unique approach to that of previous research that looked at failure from successful firm’s point of view, where he hypothesized several possible areas of concern (networks, location, age and size). He determined that spending too much time on developing and maintaining networks (formal and informal) led to a negative return on investment (ROI). As well, firm size, measured by export sales, growth, profitability and internationalization, concluded that large firms are less likely to exit the market. They have the ability to achieve economies of scale (competitive advantage) because they have the ability to absorb fixed costs. Although, there is research to support the fact thatShow MoreRelatedBusiness Innovation And Skills Of Uk Government1563 Words   |  7 Pagesmedium enterprises (SMEs) in 2015. 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Shakespeare and the Movies Essay Example For Students

Shakespeare and the Movies Essay Shakespeare and the MoviesWhat is it about the works of William Shakespeare that appeal to us today? Is it the poetry, the violence, the humor, or the romance? Is it because all of these things relate to our times? No. These aspects of Shakespeares plays have always appealed to audiences. Shakespeares plays are timeless, and due to this enduring significance, the Bards works have easily translated to film. Scarcely a Shakespearean play has not been made and remade numerous times into to a movie, and more often than not the film is either a hit at the box office or critically acclaimed. There is something about Shakespeare that has continued to capture the attention of audiences for the past four hundred years. In our present age of short-attention spans and exploding graphics, it is difficult to imagine that literature and poetry could attract people to the movies, but it seems that film has become the best medium for Shakespeare. All that the stage once limited can now be seen at th e movies in its full glory; what the Bard wrote for everybody may now be known visually and in total splendor. In Taming of the Shrew, we are presented with the story of a very independent woman and a very controlling man in an Elizabethan Battle of the Sexes. Appropriately, the female submits to the male and all is happy and well. For many, this is certainly not the best story to update to the present era of liberated women. On the contrary, Taming of the Shrew is an ideal film to update to our time.In 1967, Elizabeth Taylor and Richard Burton starred in Franco Zeffirellis version of Taming. For those familiar with the history of the 20th century, you may recall that the 1960s are somewhat notable for the womens liberation movement. Zeffirelli directed a film that, on the surface, advocates female obedience to males. Upon careful inspection, however, it can be seen that submission was not the message at all. When Shakespeare wrote Taming, Queen Elizabeth I sat on the throne of England. Elizabeth was a famous shrew who ruled alone without the aid of a man. Such autonomy by females was not com monplace and certainly not appreciated. So when this playwright named William Shakespeare came out with this story of a strong-willed woman being tamed by a brutish man, many felt it was a commentary on Elizabeth and an appropriate way for a woman to behave. Shakespeare may have had another message to send. The shrew Katrina is starved and sleep deprived before she submits to her husband Petruchio. Was Shakespeare saying that a woman must be beaten down before she gives in? Or perhaps that the only thing that defeats a strong female spirit is madness?Either way, it is obvious that Shakespeare was making a statement about appropriate behavior for men and women of his world. Zeffirelli took this statement, and using the Bards own words, made a statement for his own time. Was Zeffirelli saying that women should obey men? This was probably not his message. In the final scene where Katrina gives her speech on the duty of the obedient wife, Shakespeare had written that both Petruchio and Katrina exit together. Zeffirelli gave his ending a slight but poignant twist, this being that Katrina leaves on her own while Petruchio, oblivious, delivers his triumphal speech of having subdued his wife. The director seems to indicate that Petruchio has not tamed Katrina at all, but rather has gotten what she wanted (food, sleep, etc.) by giving her husband a false sense of dominance. When considering the context in which this film was made, the message appears entirely fitting. Other aspects of Zeffirellis Taming were designed to appeal to his audience. Aside from the technical differences from Shakespeares original staging, like the use of real women and the ability to film in an analogous setting, the 1960s Taming offered more physical comedy, more sexiness (i.e., the almost sex-scene between Petruchio and Katrina), and more of the story relied on action versus Shakespeares poetry. The words of the play seemed a bit downplayed to allow for what audiences love sex and comedy. Not to say that the Elizabethan audience didnt want sex and comedy, but they certainly did not have a Three Stooges mindset for what was funny. The modern viewers often require an emphasis of the visual comedy to be entertained and Zeffirelli satisfied that requirement in his translation of the play. In our present cultural context, there are a few problems of Taming of the Shrew. Obviously, a wifes submission to her husband is not presently considered acceptable. Also, a man like Petruchio would not be admired based on his taming skills but would rather be more likely to be featured on an episode of Cops. One critic has claimed that the play enacts the defeat of the threat of a womans revolt (Petruchios Horse, website). What was considered appropriate male and female behavior in Shakespeares time has not survived into the 20th century. Melting Pot By Dudley Randall EssayWhen discussing matters that are out of our hands, the fateful story of Romeo and Juliet comes to mind. Shakespeare made the leap from arranged marriage to the emphasis on romantic love in this tragedy. The lives of the most famous star crossd lovers have been immortalized in nearly every form and fashion imaginable. Their destiny is known the entire world over and has been translated into a variety of mediums; they have been sung of by the band Blue Oyster Cult (Dont Fear the Reaper), they have been portrayed as ethnic youths in New York (West Side Story), and have been modernized into the children of American crime families (Romeo + Juliet). In 1996, music-video director Baz Luhrmann made Romeo + Juliet, a renovated version of Shakespeares first tragedy. Keeping quite true to the original text (like in Hamlet 2000,some verbal parts were deleted and explained visually), Luhrmann created a teenager-oriented film set in the fictional city Verona Be ach. At this Miami-like local Luhrmann gave his audience a magnified adaptation of the original. Perhaps to retain the interest of his attention-deficient viewers, all of the plays violence, blood, and debauchery were puffed up. There was also no absence of partial nudity and reference to drugs (Mercutios Queen Maub speech), two factors that are often necessary to make an interesting film in modern times. Something worthy of noting is that these things were just as interesting to Shakespeares original audience only Luhrmann has added some pizzazz to it all. Lots of guns, lots of glitter and glamour are found in the update. A curious element that was emphasized in Romeo + Juliet was religion. In todays world it is well known that religion is not as central to the lives of individuals as it once was in Shakespeares day. Luhrmann tossed religion into every scene of the film, contemporizing everything from neon crucifixes, Sacred Heart tattoos, and religious figurines on every corner. O ne would think that such aspects would be downplayed in a modern translation, but Luhrmann successfully pulled it off. One reason why Romeo and Juliet can be successfully translated into our present day (Romeo + Juliet was one of the biggest hits of 1996) is because the core values are hardly unchanged. As stated earlier, Romeo and Juliet emphasizes romantic love versus the arranged marriages that were prevalent in Elizabethan times. Today, arranged marriages are no longer a feature in Western culture and romantic love is the norm. One of the more obscure messages of Romeo and Juliet is that maybe acting upon young and passionate emotions may not be such a good idea. Is this a statement about the pitfalls of romantic love? We do have a 50% divorce rate in the United States, a country with love-based marriages. Romeo + Juliet could serve as a sermon on the impetuousness of youth. Other values relatable to today include the belief that if you die believing in something good, then your life has not been spent in vain. Romeo and Juliet died for love; also, they died in a failed (and unintentional) attemp t to unite their feuding families.We still hang on to those lofty ideas of honor and purpose in our daily lives. Romeo and Juliet has become a template for what love should be even though those lovers lives ended in woe. Since Shakespeare first began recording the human record with his own brand of poetry, people have been captivated by his ability to capture the essence of being human. His words present a model for not only some of the best stories told in the Western world, but also for how we should live. In other words, Shakespeare has provided us with the insight on what makes humans so intriguing passion, deceit, individuality, and so on. We are still drawn to the Bard hundreds of years after his death because of the timelessness he gave to his language. We understand Shakespeare because the emotion he supplies has endured human history for as long as we have had a history. His stories are timeless because they capture the essence of our way of life. Works Cited? Bohannan, L. Shakespeare in the Bush. From Natural History, August/ September, 1966. ? Mr. Brown. All-Reviews.com? Petruchios Horse: Equine and Household Mismangement in Taming of the Shrew. http://purl.oclc.org/emls/04-1/heanshak.html? Hamlet 2000. Directed by Michael Almereyda, 2000. ? Taming of the Shrew. Directed by Franco Zeffirelli, 1967. ? William Shakespeares Romeo and Juliet. Directed by Baz Luhrmann, 1996.