The Reveal of Society in Lord of the Flies by William...

The Reveal of Society in Lord of the Flies by William Golding What is Golding telling us about society in Lord of the Flies? William Golding is trying to show savagery through the children in this novel. He is telling us that anybody could have a savage side to themselves and it is how you control the savagery in yourself. In the first few chapters, the first point made is that there is a sense of normality and civility in the beginning that is occurring. Firstly the boys make one of the first rules which is to call assemblies with the conch and whoever is holding the conch can speak without interruption, ‘We can use this to call the others. Have a meeting. They’ll come when they hear us’.†¦show more content†¦This shows that they are not sticking to their rules and keep breaking them. Towards the end of chapter five, Ralph has had enough and he can’t take much more of what is going on. He says, ‘If only they could get a message to us, if only they could send us something grown–up†¦ a sign or something’. Earlier on in this chapter, the boys start to think there is some kind of beast that is haunting them and they are frightened of it, especially the little ones. This shows that the civility is slowly fading away and savagery is taking its place. In the sixth chapter, Ralphs prayers of having someone grown–up is answered but the grown–up is dead and is parachuted down to the island. The boys think it is the beast. Samneric see the parachutist and say, ‘We saw the beast’, but the boys soon realise the, ‘ beast’ was a parachutist and starts to think it is something else. In the seventh chapter, there is more savagery than civility as the boys try to imitate them killing a pig using Robert as the pig and stabbing him with spears until they hurt him. The tension between Jack and Ralph is growing, ‘Ralph heard the mockery and hated Jack’. This shows the hatred is growing and they are not working well as a group. The fear of the beast in the boys and a lack of society is stopping them working together as a group. In the eighth chapter, Jack’s tribeShow MoreRelatedLord Of The Flies : Representation Of Violence And War1611 Words   |  7 PagesLord Of The Flies: Representation Of Violence and War Dietrich Bonhoeffer, a German theologian, states that â€Å" The ultimate test of a moral society is the kind of world that it leaves to its children.† In William Golding’s Lord Of The Flies, societal topics run rampant throughout the text with Golding’s use of individuals to represent different aspects of society. Many writers view the Lord Of The Flies as an allegory, as societal topics such as politics make appearances throughout the text. InRead MoreGood Versus Evil in Lord of the Flies by William Golding Essay1235 Words   |  5 Pagesbelieved that we were civilized, intelligent, and logical life forms for these very reasons. In the novel, Lord of the Flies by William Golding there is a prominent theme of good versus evil which reveals that maybe humans are not the civilized human beings that they were said to be. William Golding carefully netted this theme with his utilization of literary device such as his symbolism. Golding uses this simple story of E nglish boys stranded on an inhabited island to illustrate how destructive humansRead MoreWilliam Golding s Lord Of The Flies1200 Words   |  5 Pagestheir own in an area without rules. The human race will fall apart without a set of rules that apply to them. When left on its own, and given an opportunity, human nature will revert back to the inherent savagery that lies within. In the book Lord of the Flies a British plane crashes on a deserted island in the middle of nowhere. The only survivors are a group of boys, and without any adults, the kids are left to fend and govern for themselves. Throughout the rest of the book, groups start to formRead MoreWilliam Goldings View of Humanity1383 Words   |  6 PagesWilliam Goldings View of Humanity Taking a post at the Maidstone Grammar School for boys and joining the Royal Navy, gave Golding his understanding of boys and cynical view of the war. William Golding says, the theme (of the book) is an attempt to trace back the defects of society to the defects of human nature... Goldings view of humanity is clearly displayed throughout Lord of the Flies. Through the constant symbolism we are made aware of Goldings pessimism towardsRead MoreWilliam Golding s Lord Of The Flies1456 Words   |  6 Pagesbelieve that a correct government can make a strong society. However, these philosophers do not agree on what form of government is the most â€Å"correct†. English philosopher John Locke believed that Man is inherently moral and that the purpose for government is to grant the fundamental rights of life, liberty, and the pursuit of happiness to its people. Another philosopher, Thomas Hobbes, however, held the belief that mankind is naturally evil and that society needs an absolute central authority to containRead MoreLord Of The Flies By William Golding1383 Words   |  6 PagesAccording to Lord of the Flies is still a Blueprint for Savagery by Eleanor Learmonth and Jenny Tabakoff, the words â€Å"I’m afraid. Of us† first appeared in Golding’s novel 60 years ago. Lord of the Flies by William Golding follows a group of schoolboys trapped on an island after a plane crash during a world war. At the beginning, they celebrate as they have total autonomy as there are no adults around. They attempt to establish a civilization but when order collapses, they go on a journey from civilizationRead MoreMichelle Duan Mrs. MJ English 10 H, per. 3 13 February 2014 A Symbol’s Worth a Thousand1500 Words   |  6 Pagesbeneath. Such is the nature of the symbols found in William Golding’s Lord of the Flies. As a group of boys stranded on an island struggle to survive without adult supervision to maintain order, Golding uses a variety of objects to convey their descent from civilization into brutality, violence, and savagery. Of these objects, three hold particular significance. In Lord of the Flies, Golding uses the conch, the signal fire, and the Lord of the Flies to symbolize civilization, hope for rescue, and innerRead MoreWilliam Goldings Lord of the Flies: A Review1479 Words   |  6 PagesLord of the flies is anything but an easy book to digest. It comes upon the reader like a heavy meal on a suffocating summers day. The main idea is fairly simple actually: a group of children stranded on an isolated island are trying to reenact the norms of the society they used to live in before their arrival on the island. Gradually, thing s descend more violently with the children looking to kill the beast that lives in the heart of the jungle. What they are unable to realize though is that theRead MoreThe Cost Of Free Will1428 Words   |  6 Pagesdecisions and to purposefully chose between right and wrong. Character is defined by the actions of humanity including their ability to choose, and take accountability for such choices. Within Harper Lee s To Kill a Mockingbird and William Golding s Lord of the Flies, the authors explore the essence of free will and its ramification amongst both good and bad characters. Humanity is ultimately born with sin, but is not bound by it. Free will elevates humans beyond their primitive state. In To KillRead MoreWilliam Golding s Lord Of The Flies1044 Words   |  5 PagesSimilar to most literary classics, William Golding’s novel Lord of the Flies contains allusions to the Christian Bible and character archetypes that convey universal ideas. Golding’s story focuses on a group of British schoolboys who are stranded on an island and ultimately succumb to their innate savage tendencies. Literary analysts often compare components of Lord of the Flies to various aspects in the Christian Bible. For instance, the setting in Lord of the Flies is often linked to the Garden of

Essay On Mahatma Gandhi - 1859 Words

Gandhi was born on October 2, 1869 in the small western Indian state of Porbandar under the name Mohandas Karamchand Gandhi (Ghandi s Life) . When Gandhi was finished with high school, he entered a small Indian college, the Samaldas College at the University of Bombay (Mahatma). After beginning his education here, however, he decided he disliked and traveled to the University College London, leaving his wife and infant son (Ghandi s Life). It was while attending school in London that he initially became exposed to the diversity of the world; he pursued the study of religions such as Hinduism, Christianity, and Buddhism (Mahatma). After being admitted to the English Bar, Gandhi returned to India. He, however, had a difficult time†¦show more content†¦By 1921, he was the leader of the Indian National Congress and was responsible for reorganizing the party’s constitution around the concept of â€Å"Swaraj,† political independence from the British (Mahatma). He als o led a boycott of all British goods and institutions (Mahatma). On March 10th, 1922 Gandhi was arrested and served 2 years of a 6 year prison sentence for sedition (Mahatma). While Gandhi was serving his time in jail, the Indian National Congress lost its publicity and momentum (Mahatma). In fact it did not return to the public eye until 1928 when it campaigned for Britain to grant India â€Å"dominion status,† which gave a state the ability to self-govern its people, while still remaining under control of the British monarchy (Alcock). In 1930, Britain introduced a tax on salt and Gandhi responded by leading a 250 mile march to the sea in order to collect his own salt (Mahatma). Because of Gandhi’s social prominence, the government reluctantly negotiated issues with Gandhi, which led to alleviating poverty, empowering women, and eventually giving India political independence from Britain (Mahatma). Hitler was born in Braunau am Inn, Austria, on April 20, 1889, son of an Austrian customs official and a young peasant-worker (Wistrich). In October 1097, Hitler left home for Vienna, with dreams of becoming a painter (Wistrich). His plans changed when he was rejected admission from the Vienna Academy of Art and the School ofShow MoreRelatedEssay on Mahatma Gandhi1642 Words   |  7 PagesESSAY ON MAHATMA GANDHI Mahatma Gandhi was born in the Porbandar city of Gujarat in october 2nd, 1869. His father name is Karamchand Gandhi, the diwan of Porbandar, and his wife, Putlibai. Since his mother was a Hindu of the Pranami Vaishnava order, Gandhi learned the tenets of non-injury to living beings, vegetarianism, fasting, mutual tolerance, etc, at a very tender age. Mohandas was married at the age of 13 to Kasturba Makhanji and had four sons. He passed the matriculation exam at SamaldasRead MoreMahatma Gandhi Essay986 Words   |  4 PagesMahatma Gandhi Mohandas Gandhi, known as Mahatma Gandhi. Also known as Mahatma the great soul, was the father of modern India. He originally came from Western India, a city called Porbandar. He was born on 2nd October 1869. Gandhi was on of the youngest of the three sons of Karamchand Gandhi, who was a Prime Minister successively in Porbandar, Rajkot and Vankaner States. Gandhis mother was Putlibai, Karamchand Gandhis fourth wife. In 1876 he attended a primaryRead MoreMahatma Gandhi Essay1455 Words   |  6 Pagesbe valid. But there is a tendency in Eastern philosophy to see truth as something illusive, as something that can only be approximated by a lifetime of philosophical experimentation. The man known as Mohandas Gandhi was this spirit of truth incarnate. But care must be taken not to deify Gandhi, his life was a ceaseless struggle towards deeper understanding, and his many accomplishments belie his humble origins. To see the man beneath the legend we must return to his humble origin and trace the ascensionRead MoreEssay on Mahatma Gandhi1383 Words   |  6 PagesGandhi perceives imperialism as a creation of Industrial development, which perpetuates greed, and the desire to increase profit at the expense of the body and society. Gandhi states. â€Å"Those who are intoxicated by modern civilization are not likely to write against it. Their care will be to find out facts and arguments in support of it , and this they do unconsciously† (Gandhi, chp 6). Gandhi’s presumes that civilization, like an incurable disease, and new-civilized creations are a limitation to theRead MoreEssay On Mahatma Gandhi902 Words   |  4 Pagesonce said, †The best way to find yourself is to lose yourself in the service of others.† This man is Mahatma Gandhi. How does this apply to discovering yourself? Well, let me tell you a little bit about his life and my own experiences. Mahatma Gandhi was born on October 2, 1869 in Porbandar, India; it was part of the British Empire. His native language was Gujarah. His parents were Karamchand Gandhi, a chief minister, and Putlibai, who was deeply religious, the fourth wife and nursed the family. HeRead MoreEssay on The Life of Mahatma Gandhi695 Words   |  3 PagesAs a child, Mahatma Gandhi (October 2nd, 1869 – January 30th, 1948) he was a shy, quiet boy and considered an average student. He did not show any exceptional qualities, but that made the world that much more intrigued when he became the one of the world’s most respected religious figures. Like the rest of us, Gandhi wasn’t perfect. He experimented with smoking, stealing and eating foods such as meat that were frowned upon in his religious upbringing. By the age of 13, he married his wife KasturbaRead MoreSynthesis Essay - Mahatma Gandhi1769 Words   |  8 Pages Synthesis Essay – Mohandas Gandhi Master Sergeant Jeannette Cook Air Force Senior Non-Commissioned Officer Academy 10 September 2015 Master Sergeant Zita Madau Mohandas Gandhi How did Mohandas Gandhi, considered by many to be the father of the modern passive resistance movement, lead a 55-year long campaign against violence result in over a million deaths? In the case of Gandhi, it was because he was neither a visionary nor ethical leader. This essay will show how Gandhi’s lackRead MoreMahatma Gandhi, Athenian Essay781 Words   |  4 Pagesan evil side. In â€Å"My Graduation Speech† by Neil postman, Mahatma Gandhi shows some characteristics of an Athenian. Athenians took interest in public affairs and the improvement of public behaviour and so did Gandhi. He also inspired movements for civil rights and freedom across the world. Mahatma Gandhi believed that the wrong acts done by people are acts of violence against the social order and Athenians believed in that also. Mahatma Gandhi was a good public figure, placed a great value on traditionRead MoreMahatma Gandhi and The Salt March Essays1427 Words   |  6 PagesIn an effort to help free India from the British rule, Mahatma Gandhi once again contributed to a protest against salt taxes, known as the Salt March. This protest advocated Gandhi’s theory of satyagraha or nonviolent disobedience as the nation came together on March 12, 1930 to walk the 241 miles long journey to the shores of Dandi to attain salt. Although some Indians criticized Gandhi for not achieving direct independence from the Raj or British rule, Gandhi’s execution of the Salt March helpedRead More Mahatma Gandhi vs. Mao Essay1554 Words   |  7 PagesGandhi vs. Mao Mao and Gandhi became key leaders in each of their countries, India and China. Although they both wanted very similar things to happen to their countries, they used very different tactics. The main points in their rules where economical, political and social. And all points affected their people in many ways. First, to make each of their countries stronger economically Ghandi and Mao changed laws and broke rules. During the British rule in India there was a salt tax, which made

Frees Writing Style of A Farewell to Arms Essay Example For Students

Frees Writing Style of A Farewell to Arms Essay Farewell Arms EssaysThe Writing Style of A Farewell to Arms Hemingway became a newspaper writer in Kansas City as a young man and, in 1918, he joined the Red Cross to become an ambulance driver just like the character, Frederick Henry. This partially autobiographical novel is a combination of Hemingways personal experiences in war and writing. Hemingways life gave him the refinement that he needed for the inspirational language of the novel. He inspires us with his journalistic directness, sensory detail and his different writing styles that reflect the moods of the characters. Critics usually describe Hemingways style as simple, spare, and journalistic. These are all good words; they all apply. Perhaps because of his training as a newspaperman, Hemingway is a master of the declarative, subject-verb-object sentence. His writing has been likened to a boxers punchescombinations of lefts and rights coming at us without pause. Take the following passage: We were all cooked. The thing wa s not to recognize it. The last country to realize they were cooked would win the war. We had another drink. Was I on somebodys staff? No. He was. It was all balls (Hemingway PAGE #). The style gains power because it is so full of sensory detail. There was an inn in the trees at the Bains de lAllaiz where the woodcutters stopped to drink, and we sat inside warmed by the stove and drank hot red wine with spices and lemon in it. They called it gluhwein and it was a good thing to warm you and to celebrate with. The inn was dark and smoky inside and afterward when you went out the cold air came sharply into your lungs and numbed the edge of your nose as you inhaled (Hemingway PAGE #). The simplicity and the sensory richness flow directly from Hemingways and his charactersbeliefs. The punchy, vivid language has the immediacy of a news bulletin: these are facts, Hemingway is telling us, and they cant be ignored. And just as Frederic Henry comes to distrust abstractions like patriotism, s o does Hemingway distrust them. Instead he seeks the concrete, the tangible: hot red wine with spices, cold air that numbs your nose. A simple good becomes higher praise than another writers string of decorative adjectives. Though Hemingway is best known for the tough simplicity of style as seen in the first passage cited above, if we take a close look at A Farewell to Arms, we will often find another Hemingway at work. A writer who is aiming for certain complex effects, who is experimenting with language, and who is often self-consciously manipulating words. Some sentences are clause-filled and eighty or more words long. Take for example the description in Chapter 1 that begins, There were mists over the river and clouds on the mountain; it paints an entire dreary wartime autumn and foreshadows the deaths not only of many of the soldiers but of Catherine. Hemingways style changes, too, when it reflects his characters changing states of mind. Writing from Frederic Henrys point of vi ew, he sometimes uses a modified stream-of-consciousness technique, a method for spilling out on paper the inner thoughts of a character. Usually Henrys thoughts are choppy, staccato, but when he becomes drunk the language does too, as in the passage in Chapter 3: I had gone to no such place but to the smoke of cafes and nights when the room whirled and you needed to look at the wall to make it stop, nights in bed, drunk, when you knew that that was all there was, and the strange excitement of waking and not knowing who it was with you, and the world all unreal in the dark and so exciting that you must resume again unknowing and not caring in the night, sure that this was all and all and all and not caring (HEMINGWAY 13). The rhythm and the repetition have us reeling with Henry. Thus, Hemingways prose is in fact an instrument finely tuned to reflect his characters and their world. As we read A Farewell to Arms, we must try to understand the thoughts and feelings Hemingway seeks .ua5cb1ad2e4882bd106c21f9a86e50b5f , .ua5cb1ad2e4882bd106c21f9a86e50b5f .postImageUrl , .ua5cb1ad2e4882bd106c21f9a86e50b5f .centered-text-area { min-height: 80px; position: relative; } .ua5cb1ad2e4882bd106c21f9a86e50b5f , .ua5cb1ad2e4882bd106c21f9a86e50b5f:hover , .ua5cb1ad2e4882bd106c21f9a86e50b5f:visited , .ua5cb1ad2e4882bd106c21f9a86e50b5f:active { border:0!important; } .ua5cb1ad2e4882bd106c21f9a86e50b5f .clearfix:after { content: ""; display: table; clear: both; } .ua5cb1ad2e4882bd106c21f9a86e50b5f { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ua5cb1ad2e4882bd106c21f9a86e50b5f:active , .ua5cb1ad2e4882bd106c21f9a86e50b5f:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ua5cb1ad2e4882bd106c21f9a86e50b5f .centered-text-area { width: 100%; position: relative ; } .ua5cb1ad2e4882bd106c21f9a86e50b5f .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ua5cb1ad2e4882bd106c21f9a86e50b5f .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ua5cb1ad2e4882bd106c21f9a86e50b5f .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ua5cb1ad2e4882bd106c21f9a86e50b5f:hover .ctaButton { background-color: #34495E!important; } .ua5cb1ad2e4882bd106c21f9a86e50b5f .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ua5cb1ad2e4882bd106c21f9a86e50b5f .ua5cb1ad2e4882bd106c21f9a86e50b5f-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ua5cb1ad2e4882bd106c21f9a86e50b5f:after { content: ""; display: block; clear: both; } READ: Claudius Hamlet (2681 words) Essay

Marks Spencer Essay Essay Example

Marks Spencer Essay Essay This assignment will examine how Marks Spencers strategies have changed in the past 10 years, from 1998 to 2008. These strategies include management strategy, corporate social responsibility, advertising strategy, competitive strategy, and green strategy. However, the most important strategy must be the recovery plan of these ten years. Marks Spencer is the largest clothing retailer in the UK. It is also an international retailer which operates around 760 stores in more than 20 countries around the world. The company provided quality products with affordable prices and they offer a board range of products, such as womenswear, menswear, childrenswear, babywear, and homewares. [Mintel, Retail Review March, 2008] In 1998, the company was hit by falling sales and loss of market share. They suffered 23% decrease in profits, and by 2001 Marks and Spencer was no longer even in the Financial Times list of the top 500 global companies. It was even in danger of being taken over by another company. The reasons of decreasing sales include the failure of the changing needs of its core consumers, boring design and styling and fashionable competitors, such as Gap and Zara. Since then, the company used different strategies to recover the company lost. By the end of 2002, the market share of the clothing market raised up sharply to 14.8%. Marks and Spencer were able to bring back the customers temperately. However, they experienced another rapid drop in market share again in the 2 following years, which was between 2003 and 2004. Fortunately, the company picked up the market share in 2006 with strong performances from menswear, womenswear and childrenwear. The Christmas sales even rose up by 9.2% in 2007, which was officially recovered. Therefore, the question about how the company went down, how it recovered and the presence strategy will be discovered. We will write a custom essay sample on Marks Spencer Essay specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Marks Spencer Essay specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Marks Spencer Essay specifically for you FOR ONLY $16.38 $13.9/page Hire Writer [Marks Spencer annual report, mintel 2002] First of all, management strategy is involved during these ten years. Marks Spencer has been changed their director board many times since1998. For example, Luc Vandevelde recruited as a chairman in 2000 and now, Stuart Rose is the current executive chairman since 2008. The organisational structure has been changed to be flatter over these ten years They company has been cut down some layers of management since 1998. This would enable their employees at the remaining levels to be more responsible and have more accountability than before. Quicker decision could be made by this strategy which means that the employee has to be ready to give good reason for the decisions that they make. In 2001, Marks Spencer made attention on implementing the changes about adding highly talented retail specialists to the company. Started from 2000, the company have put in place a strong leadership team, which has developed a very good progress in its implementation. They were trying to improve the value of the core market. [Marks Spencer annual report, mintel 2002] From 2003 to 2007, the number of Marks Spencer stores in the UK and Republic of Ireland has increased from 335 to 472, which is a strategy of market penetration, as Marks Spencer marketed the same products to its exciting consumers that are in the UK and Republic of Ireland for increase sales. In addition, launching loyalty card is another activity of market penetration. (Ridder, K.,2003 , Mintel, 2007) Many of Marks and Spencers strategies can be defined by using Ansoffs matrix, which is one of the most useful planning aid. This helps identifying alternative strategies based on products and markets. There are four main growth strategies of possible combinations for products and markets. They are market perpetration, market development, product development and diversification. [Ansoffs Matrix, 2008] Product development is the process that involved the development of new products for current customers. For instance, the David Beckham range of childrenswear, DB07 was launched in 2004. A brand is an empty vessel you imbue with value.(Wally Olins, 1988) This quote relates to Marks and Spencer, because of it was an opportunity of adding value, quality and leadership by having David Beckham to be one of their ranges, DB07. This helped the company to attract new customers in the new market, which is another example of Diversification. Market Development means the process of developing new markets for existing products. Targeting new segments or expanding new geographical markets can achieve the company growth. However, Marks Spencer did not enter any new geographical markets, since the sale of Brooks Brothers in 2000 and King Super Markets in 2006 for their recovery plan. The company tried to focus on Europe, because the company mainly owned stores in the UK, Republic of Ireland and franchises in Continental Europe. The numbers of stores in the Continental European countries are even expanded from 82 to 131 in total between July 2004 and July 2007. Online shopping is one another activity of market development. Marks Spencer started launching online retailing in 1999. By the end of the year 2000, they had expanded 3,000 products on their website. Then, they kept developing their online shopping through partnerships with different companies, such as MSN in 2000 and Amazon in 2005. (mintel, fashion online 2006) Diversification is the most risky strategies in the Ansoff matrix, as it means the company markets new products to new customers, which may not be relevant. For instance, Marks Spencer had a great idea of hiring a famous football player, David Beckhamd and granting him his own clothing range. Their marketing focus is on their clothing range which is probably the right idea due to competitors such as Sainsburys were introducing their own clothing range. The company had incorporated their own style and image which their competitors could not comprehend to. Therefore, it was a big step in the right direction for the company. [Marks Spencer annual report 1999] The recovery plan on 2000/01 was focusing on UK retail business, cutting down cost and businesses and improving capital structure. The strategy of focusing on the UK retail business which included expanding the growing businesses, such as food, home and beauty, but also concentrating on clothing business, accelerate of store renewal programme for more intensive use of space, and getting closer to the consumer, in terms of better marketing communication. The cutting down unprofitable strategy were involved selling the business in Hong Kong to become a franchise, closing down some unprofitable overseas business and the unprofitable clothes catalogue and reducing cost of goods that by using foreign supplier in Asia, which enabled to reduce sales price and to raise profit. After the recovered of the company, the company was planning to drive their core business, such as product, service, environment and brand stretch. Also, they wanted to develop their international business. On the stra tegy of improving capital structure, the company tried to reduce the investment in inventories by 10%, which helped for a reduction of  £90million. Competitions with other retailers, such as Gap and Zara, Marks Spencer has been changed from managing their business as a whole, rather than alone product lines, to Marks Spencer started focusing on the UK market and its core clothing business in 2001. The same year, George David, who is the founder of Next appointed to create a new womens fashion collection for Marks Spencer in February, which called Per Una. This product lines reflected the original Marks Spencers values of quality, value and innovation as well as the modern requirements for fashion. In 2004, the company suggested to change it direction of its clothing. They wanted to attract younger customers and the company bought Per Una from George Davies for  £125m in September. [Marks Spencer annual report, 2001and 2004] Marks Spencer have changed a lot in their childrenswear department in 2002. They have been using high technology of health and safety testing on their ranges of childrenswear, which gave a better quality to their products. As mintel report suggested that the biggest threat to the retail scene at that moment (2002) was Marks and Spencer. Marks and Spencer was very interesting, as they have suffered for period but they were more of a threat if they get their act together and get things right in childrens clothing they could make a huge difference much bigger than any foreign retailers entering the marketplace. [Mintel report, 2002] In addition, since Marks and Spencer believed that children-wear should involved more personalities and style, in February of 2002, they decided to sign David Beckham to help with their boy-wear range. In September of 2002, Marks and Spencer introduced their new cloth-wear DB07 which gave a boost to with stronger ranges by expanding and introducing a fast fashion element to its Limited Collection range in 2006/07. [mintel, Retail Review UK March 2008] Since the dramatic sales drop, Marks Spencer started spending a huge amount of money on their advertising strategy. In 1999, they spent around  £2 million on the advertising campaign which included television commercial. In 2001, the companys Christmas advertising was launched on the national television. Some of the celebrities were featured saying what Christmas means to them and some of the Christmas gift, products were featured either. In 2004, text marketing was firstly used by Marks and Spencer, which means sending the company brand name to target customers. Also, David Beckham was featured for the collaborated collection, DB07 at the same year, which showed a family men image for the brand and suits the image of Marks Spencer In 2005, an advertising campaign Not just Food was launched in April and the advertising campaign for clothing which Twiggy featured in was also launched in October. In 2006, they launched of Get This Party Started Christmas campaign featuring Shirley Bassey. Marks Spencer has been using different celebrities, media, images and idea to advertise their brands and products. [Barrett, S., 8 Dec 1999] Nowadays, Marks Spencer is more concerned about green and ethical issues than it used to. They were trying to become the most environmentally friendly retailer in the world. In 2006, Marks Spencer has launched a new ethical image, called Look behind the label campaign. The company has been started selling 100% fair-trade cotton since then. In the early 2007, the company planned to spend  £200 million on green strategy in the following 5 years, which included climate change, waste, sustainable raw material. The name of the plan, called Plan A, with a tag line Because there is no Plan B. The implementation of paying 5p for standard sized vest carrier bag when purchasing is one of the commitments of Plan A in 2008. [Marks Spencer.,,Annual report, 2006,2007 and 2008] In conclusion, Marks Spencer has been experienced a period of decreasing sales and had acknowledged numerous issues for their recovery strategy, which mainly on their clothing range with pricing quality, fit, segmentation, product appeal and availability. Then, the company was aiming to offer something for everyone with better price, better quality of products and deliver quicker. For example, the Zip, Blue Harbour and Classics range of clothing, they have a big range of clothing lines to offer new and current customers. Marks Spencer is doing well at the moment and officially has been recovered already. The sales of these two years have been increased. However, the market and consumer behaviour is always changing rapidly. The company should not be too proud of their sales profits. It is recommended for Marks Spencer continues to concentrate on their marketing communication to build up a long term relationship with their customers and to regain more competitive advantages such as online or telephone delivery for food in the future. Moreover, hopefully more creative designs with a cultural based can be seen in Marks Spencer soon which to match their demanding consumers. Finally, the green strategy would help Marks Spencer into another stage by not just offering us better products, but also improving a better world.