Women As Buddhists Essay Example | Topics and Well Written Essays - 3250 words

Ladies As Buddhists - Essay Example Legends around Shakamuni Buddha proliferate; one of them recounts the demise of his mom, Maya when Shakamuni was a newborn child. His auntie, Prajapati, assumed control over the raising of him and later requested to join his sangha. She was cannot. It was simply after Shakamuni’s cousin Ananda has mentioned multiple times that Prajapati amd her 500 adherents were permitted to rehearse Buddhism outside of the home, as nuns. Legends around Shakamuni Buddha flourish; one of them recounts the passing of his mom, Maya when Shakamuni was a newborn child. His auntie, Prajapati, assumed control over the raising of him and later requested to join his sangha. She was cannot. It was simply after Shakamuni’s cousin Ananda has mentioned multiple times that Prajapati amd her 500 devotees were permitted to rehearse Buddhism outside of the home, as nuns.â This story has been denied as existing by certain researchers, who legitimize their disavowal by bringing up that it was concoct ed to reestablish cultural standards after the passing of the Buddha  Much discussion has been locked in over this story, refering to Buddhism as chauvinist from the earliest starting point. However, let us take a gander at the general public of the occasions, for it is society that rouses and furthermore makes rules and mores and goes about as the driving force behind changing laws and established corrections in each nation. Right off the bat, Indian culture was (and still is, in numerous spots) a khast framework which follows exacting social mores concerning one’s conditions of birth, familial status and gender.â ... A lady directing a similar practice was liable to assault, burglary, and different egregious violations against ladies, which despite everything happen today. Researchers express that almost certainly, Shakamuni would not leave his adored auntie and guardian alone a functioning sister because of the threats to ladies who were liberated during his time. Since the Buddhist confidence is fixated on empathy and edification achievable by any individual who can cling to the practices and rules, almost certainly, Shakamuni was endeavoring to secure ladies as opposed to repress them.3 It likewise bodes well that in his sympathy, the Buddha put nuns under the Eight Strict Rules and under the subordinance of the priests so as to safeguard his lessons by not driving Indian culture into political agitation by giving ladies an excessive amount of opportunity too early. This unquestionably would have been the shrewdness of one so illuminated, knowing the fleetingness of the world and realizing that with time and changes to society through proceeded with edification, the standards could be loose. He never said that ladies couldn't accomplish edification similarly as men could; in truth he said the inverse: 'Straight' is the name that Road is called, and 'Liberated from Fear' the Quarter whither thou craftsmanship bound. Thy Chariot is the 'Quiet Runner' named, With Wheels of Righteous Effort fitted well. Inner voice the Leaning-board; the Drapery Is Heedfulness; the Driver is the Dharma, I state, and Right Views, they that run previously. What's more, be it lady, or be it man for whom Such a chariot doth pause, by that equivalent vehicle into Nirvana's quality will they come.4 With regards to the eight standards, they are essentially in this manner: 1. A bhikkuni (religious woman), regardless of whether in the request for 100

Athena essays

Athena papers Athena is the Greek goddess of war, expressions, ability, and the vast majority of all, shrewdness. The Romans recognize her as Minerva (Hamilton 29). She sprung completely developed from her dad's head, yet there are a wide range of forms of how that became. Some accept that she had no mother, while others think Metis, one of Zeus' numerous consorts, prompted the introduction of the Athena (www.pantheon.org). At the point when individuals invoke the picture of Athena in their brain, a lady wearing a full protective layer is generally imagined. In many pictures, she likewise conveys a spear and a shield with Medusa's head mounted upon it. Athena is additionally habitually uncovered with an owl roosted on one of her shoulders, the owl being an image of insight. In numerous jar works of art, she is additionally portrayed with birdlike wings (www.wikipedia.org). One of Athena's commendable attributes is her empathy, as demonstrated in a significant number of the legends told about her. The narrative of Arachne and Athena's weaving challenge is notable. Athena isn't just known for insight, yet in addition for her abilities in weaving. Arachne be that as it may, was likewise well known in that perspective. Her weavings were so delightful sprites left their homes to watch her while she worked (www.goddess-athena.org). Arachne flaunted that her work was more noteworthy than the Goddess's, and the challenge pretty much demonstrated that her weavings were equivalent to Athena's, if worse. Any Goddess would not have the option to stand being outperformed by an insignificant human, so Athena, angrily, tore Arachne's hard work into pieces. The lady attempted to end it all, however Athena showed compassion for her, and permitted her to live on as a bug, always weaving networks (www.homepage.mac.com). During different occasions, when criminal prelimina ries arrived at resolutions in which votes were part similarly, Athena casted a ballot to free the charged, uncovering the side of the Goddess that comprehended and pardoned human mistakes (www.arthistory.sbc.edu). Athena assumed an incredible compelling job in her time. During a general public wherein ladies were diminished to ... <! Athena articles The Greek virgin goddess Athena, later called Minerva by the Romans, was the goddess of knowledge, war, virtue, handy explanation, creates and was the defender of urban areas. Different names Minerva was known by were; Pallas Athene, Kore and Parthenos, these titles imply her chastity. Minerva is known as the protectress of the city of Athens. She was granted protectress after she won an opposition against Poseidon, the divine force of the earth and the ocean. He offered the residents of Athens the pony and Minerva provided for them the olive tree, which they thought was the better blessing. Minerva/Athena is the little girl of Zeus and Metis. An Oracle anticipated to Zeus that the kid Metis would exposed after Minerva would become master of the sky. Zeus didn't need anybody to be more grounded than him, so he gulped Metis while she was as yet pregnant. This made Zeus have a horrendous cerebral pain so he asked his child, Hephaestus, who was a smithy to open his head. At the point when Hephaestus hit Zeus head with a hatchet, Minerva ventured out a grown-up and in full covering. Minerva was Zeus most loved kid. He gave her the keys to his thunderclaps, and only she had the option to wear his aegis, a goatskin breastplate. In craftsmanship Minerva is frequently etched or put on jar artworks. A great deal of the time she is appeared in full defensive layer, conveying a lance, and wearing an aegis that is bordered with snakes that produce thunderclaps when it is shaken. She is likewise distinguished as Athena Nike and afterward she is delineated with wings and is the goddess of successful fight. ... <!

Organization and Management

Question: Talk about the Organization and Management. Answer: Presentation: A solid administration is the foundation of a fruitful association. The administration executes vital choices to deal with the association and representatives. Pakn Save is a private auxiliary retail in New Zealand. The association was begun in New Zealand in 1995 (paknsave.co, 2016). The association for the most part sells food, staple things and normal food grains. This association keeps up a low evaluating technique and gets the sponsorship from the New Zealand government. The supervisors have actualized an operational arrangement, vital arrangement and executed three planning controls, for example, feed forward, simultaneous and criticism. 3.1 Development plan for the division: As an operational administrator, I have the obligation to actualize the way toward arranging, structuring and activity of the business framework and subsystems. I have the obligation to actualize new worker the board plan, special arrangement, office structure, quality confirmation and support arranging and stock control. I have wanted to execute a one year improvement system for the Pakn Save. I have partitioned the all out time in various parts and wanted to execute diverse arranging, for example, representative administration arranging, special arranging and quality confirmation. I have intended to take 4 months for actualizing the new structure of staffs. I have examined with the human asset the board about the current staff structure. I have seen that the staffs are kept up by the floor chiefs in the retail locations. Hence, I will execute the authority methodology and reframes the staffs plan for the association. Subsequently, based on the arrangement the staffs will be overseen by the group heads. From that point forward, I will execute the promoting plan in 5 months. I will execute the business estimate and set up a creation spending plan. I will execute the audit of the item costs of other retail associations. I will demand the New Zealand government to build the sponsorship with the goal that the association can keep up a low value structure. I will organize the gathering with the promoting group and give them some thought regarding the new advertising procedure. I will counsel the advertising group to expand the client relations through the web based showcasing methodology. I expect that the quality affirmation arranging will take in any event 3 months to execute. I will change quality principles and measure the genuine exhibition of the association. I will mastermind the gathering with the Quality investigation group and comprehend the present standard of nourishments and food supplies. I will choose a quality norm and execute the restorative activity for improving the standard of the food things. 3.2 Strategic arranging: As a Chief Executive (CE), I have wanted to actualize the new vital getting ready for the association. In this manner, I will follow a specific arranging process for actualizing the vital arrangement. Right off the bat, I will gather the realities and occurrences from all partners, clients and contenders. From that point forward, I will actualize the SWOT examination and assess the shortcoming and dangers. I will watch the surveys of the partners information and SWOT examination. I will characterize 3-4 key articulations from the SWOT investigation. I will take the assistance of the vital framework and execute various mixes, for example, opportunity versus quality, open doors versus shortcoming, dangers versus quality and risk versus opportunity. From that point onward, I will characterize methodologies dependent on the destinations, short and long haul objectives and operational plans. At long last I will actualize the last audit and modification on the new vital arrangement. 3.3 The reason for the key and operational arrangement: The reason for the operational arrangement is to actualize the vital arrangement. The operational supervisor will give the operational arrangement to execute an away from of the undertaking and exercises of the staffs structure, promoting plan and quality principles improvement (Hubbard, Rice Galvin, 2014). The operational procedure will improve the key arrangement of the association. The key arranging will be actualized by the Chief Executive (CE) for explaining the results of Pakn Save and discover the changes (Jones, 2014). The CE will execute the expansive methodologies that will empower the association to accomplish the results. The CE will recognize the approaches to quantify progress of the association (Rice, 2013)). 3.4 Implementation and Control: The operational supervisor (OM) and the Chief Executive have wanted to actualize the feed forward control framework for Pakn Save (Zhang Wang, 2014). The OM and CE have just seen that the business activity of the association requires numerous steady staffs to move toward the clients about the food items. The feed forward control framework will direct the assets like representatives, crude materials and capital for the association (Yang et al., 2014). The Operational Manager and Chief Executive have intended to actualize the simultaneous control to recognize the forestalling issues in the association as they happen. The OM and CE has intended to actualize a methodology to expand the agreement with the providers (Wu, Su Shi, 2014). In this manner, the head supervisors will bring the food things and grains from the providers at whatever point it vital. The Operational administrator and the Chief official will execute the Feedback control framework in the association (Zhang Wang, 2014). The operational administrator and Chief officials will assess the criticism of the clients and the staffs and actualize the technique to improve the advancement plan and vital arrangement. End: The operational director will actualize the activity plan of 1 year to execute the representative administration arranging, limited time arranging and quality confirmation. The Chief Executive will actualize the new key getting ready for Pakn Save. The Operational administrator and Chief Executive will actualize the feed forward control, simultaneous control and input control for Pakn Save. Reference list: Hubbard, G., Rice, J., Galvin, P. (2014).Strategic administration. Pearson Australia. Jones, M. (2014).Sustainable occasion the board: A down to earth manage. Routledge. paknsave.co,. (2016).PAK'nSAVE Supermarket | New Zealand's Lowest Food Prices | PAK'nSAVE.Paknsave.co.nz. Recovered 1 June 2016. Rice, A. K. (2013).Productivity and social association: The Ahmedabad explore: Technical advancement, work association and the board. Routledge. Wu, L., Su, X., Shi, P. (2014). Yield input control of Markovian hop rehashed scalar nonlinear systems.Automatic Control, IEEE Transactions on,59(1), 199-204. Yang, R., Liu, G. P., Shi, P., Thomas, C., Basin, M. V. (2014). Prescient yield criticism control for organized control systems.Industrial Electronics, IEEE Transactions on,61(1), 512-520. Zhang, H., Wang, J. (2014). Joined feedbackfeedforward following control for organized control frameworks with probabilistic delays.Journal of the Franklin Institute,351(6), 3477-3489.

Back to the Basics Past, Present, and Future Tenses in English Explained

Write, Wrote, Written: The Three Basics As an English teacher and literature major in college, I am passionate about the English language. I am a self-identified stickler for grammar, and I will correct a text to a friend if I notice it lacks an apostrophe or contains an erroneous punctuation mark. But by no means am I an expert on everything there is to know about English. In fact, I have realized how little I knew when I started teaching English as a Foreign Language this year at an Italian high school in Italy. I teach across a range of ages and abilities, but studying grammar is common among all classes. And I have been asked many times to prepare exercises or speaking activities for topics like the present perfect versus past simple, or contexts that call for the present continuous. Until now, I never learned what the present perfect was, nor did I know the difference between that and past simple or when to use the present continuous. Of course, implicitly, I know all of these rules from learning English as my first language and from studying it in school. But never had I learned the labels for these verb tenses or the explicit reasons for differentiating between one and another. Now, in teaching these aspects of the English language, I am also relearning them from the perspective of my non-native English-speaking students. What follows is a summary of the basics of each English verb tense as non-native speakers commonly study them. Write, Wrote, Written: The Three Basics Non-native speakers of English often learn verbs in three basic parts: the present, the past, and the past participle. With these three parts, one can form any combination of tense. For example: I write (Present) I wrote (Past) I have written (Present perfect) I had already written (Past perfect) I will write (Future) I would write (Conditional) With the above verb to write: the present is write, the past is wrote, and the past participle is written. Below is a summary of how to form and when to use each verb tense in English. PRESENT The present tense in English is fairly simple. It comprises the verb as it appears in the infinitive (the "to" form, as we learn it in foreign languages). Unlike in Romance languages, English does not involve a different conjugation for each subject pronoun. There is only one variation that takes place in the third person singular form: For the verb to write: I write You write He/She/One/It writes We write They write We use the simple present to describe a current condition or action in general. I write for the New York Times. I am a teacher. We like ice cream. She rides her bike to school every day. Present Continuous or Present Progressive The present continuous could be referred to as the "-ing" form of a present tense verb. It is used to describe an action that takes place in the present and is still ongoing at the moment it is being described. It is formed with the subject + form of to be+ present participle. NB: The present participle is the stem of the verb + -ing. The stem is the part of the verb that is common to all other variant forms of that verb (the infinitive, the present, the past participle, etc). The stem of the verb to write is writ, to which we add -ing for present continuous. I am writing a blog post. She is reading her favorite book. We are playing a board game. They are laughing at the TV show. It is not raining right now. The above examples describe actions that are happening in the moment they are being described. The present continuous may also describe a general condition in the present that is not specific to the current moment: I am working as a teacher. This week in science class, he is studying genetics. Perhaps counter-intuitively, the present continuous can also describe a future action, although the verb itself is in the present form, as in: I am travelling to Sicily next week. My friends are getting married in three months. PAST The past tense has several different degrees of past. Simple Past The simplest one is called just that: simple past. It consists of the past tense form of the verb. In the case of the verb to write, the past is wrote: I wrote You wrote He/She/One/It wrote We wrote They wrote In the past, the verb does not change depending on the subject it follows. Regular verbs form the past tense by adding -ed to the end of the present tense form, as in play à   played, talk à   talked, work à   worked. In the case of a regular verb like to talk, the past is the same as the past participle. à   talk (present), talked (past), talked (past participle). To write is an irregular verb because the past is not formed by adding -ed to write (it is not writed), but it is more conducive to showing the difference among the three basic verb parts. Past Continuous The past continuous is what other languages, like French, Spanish, and Italian, call the imperfect. It indicates an action that took place in the past over a continuing period of time, an unfinished action. I was watching a movie. We were driving to practice. The kids were studying for their test. Usually the past continuous is used soon before or soon after the past simple. In this scenario, it describes a continuing action in the past that was happening before another finished action happened. I was watching a movie when you texted me. We were driving to practice when the coach called to cancel it. When the teacher entered the room, the kids were studying for their test. In the above scenarios, the action following the word when is in the past simple: it is a complete action that happened in the past. The past continuous describes the preceding situation, the condition that was ongoing up until the point of the completed action. Present Perfect The name may sound misleading, but the present perfect tense is used to talk about something that started in the past and continues to be true in the present. It is formed with the present form of to have + past participle of the action verb: I have seen this movie twice already. So far this week, I have eaten pasta three times. She has played piano since she was a child. We have lived in Boston for five years. We have not yet ordered our food. In this last example, the present perfect refers to something that is not yet complete, but the fact that it is not complete applies to the recent past in addition to the present moment. Follow this link from Education First for a more extensive list of situations in which we use the present perfect. Present Perfect Continuous There is a subtle but distinct difference between the present perfect and the present perfect continuous. The present perfect continuous is used in many of the same situations as the present perfect, but its function is to emphasize the process or the ongoing progress of the action and not just its end result. It is formed with has or have + been + present participle: I have been waiting for three hours. She has been hanging up posters all over town. They have been trying to get in touch with you. In some cases, there is little difference between present perfect and present perfect continuous: We have lived in Boston for five years. vs. We have been living in Boston for five years. The effective meaning is the same, but the latter (present perfect continuous) underscores the fact that we have lived in Boston for five years already and we are still living in Boston now. Past Perfect Compared to the simple past, which describes a completed action at a specified time in the past, the past perfect describes a completed action that is even more in the past. In other words, the past perfect happens before the simple past, but both are already completed actions that happened in the past. Form the past perfect by using had + past participle: I had met her before. The rain had stopped. The first day of school had finally arrived. Almost always, the past perfect is used in connection with simple past. For example: I realized I had met her before. (I realized = simple past; I had met her = past perfect). à   Some time in the past, I realized that another time farther in the past (even longer ago) I had met her. The rain had stopped by the time the game started. à   When the game started (at a specific time in the past), at some point before that time, the rain had already stopped (farther in the past). Past Perfect Continuous Much like the present perfect and present perfect continuous, the past perfect has a continuous counterpart. It is formed with had + been + present participle. They had been taking lessons for six months before they performed their first concert. We had been planning to go on vacation in July, but we found a better rental in August. Had you been studying French a long time before you decided to attend a university in France? Future Perfect Again, it might sound like an oxymoron, but the future perfect tense is actually a form of the past. It is used to talk about a completed action (past) but at a future point. It describes a time in the future, from which one can look back at an action that, at that point will already be complete. It is formed with the future will + have + past participle. By the end of this year abroad, you will have travelled to six different countries. When you get here, I will have finished my homework. Once I pass my last exam, I will have completed every level of certification. Note that in the last two examples, the first verb is in the present, and the second verb is in the future perfect. Future Perfect Continuous The future perfect continuous is formed the same way the past and present continuous are formed, but with the future verb: will + have + been + present participle For example: By the end of June, I will have been teaching for one whole year. At midnight, we will have been dancing for five hours straight! FUTURE To talk about things that have not yet happened, use the future tense. Simple future The simple future tense has two component parts: à   future of to be (will) + present form of the verb The future tense refers to actions that have not yet been completed. They will occur at a later point from now. My brother will pick us up after school. The waiter will bring the food in a moment. Will you be able to make it to the party? I won't go unless you come with me. (I won't = I will not go) Future Continuous The future continuous is used for actions that will be completed in the future over some duration of time. It is formed with will + be + present participle. You will be laughing so hard when you see the new comedy. How many days will you be staying at our hotel? In just a week, we'll be sitting by the ocean and sipping iced tea on the beach. (we'll = we will) This summer, I'll still be working at the ice cream shop. (I'll = I will) Conditional There are several different types of the conditional, which I have previously explained in a former blog post. But the one that introduces a new verb form for the purpose of this post is the present conditional, which uses would, to express a hypothetical or uncertain situation. It is formed as an "if "clause, to express what would be the case if a currently not-real scenario became the reality. If + simple past à   would + present verb If I ran six miles a day, I would get in shape. If I ate more fruit, I would be healthier. We would get better grades if we studied more. For a comprehensive guide of all verb tenses and combinations thereof, look at the EF verb pages here. Are you interested in New York or Cambridge tutoring for your grammar and English work? ; Read more from our resident grammar expert below: The Most Common Prefixes and Their Meanings Possessive Plurals and Plurals' Possessives Semi-colons, Colons, and Commas: How and When To Use Them

Comparing The Prince and Measure for Measure Essay

Parallels Between The Prince and Measure for Measure The parallels between Machiavellis Prince and Shakespeares Measure for Measure are significant. The great majority of characters in Measure for Measure - the Duke, Angelo, Claudio, Pompey and even Isabella - display Machiavellian qualities. A comparison of key passages, both of The Prince and Measure for Measure, will establish this clearly. A study of kingship, arguably the entire premise for Measure for Measure, is immediately introduced in the first scene, with the Dukes declaration Of government the properties to unfold/ Would seem in me taffect speech and discourse. It is not until the third scene of act one, however, that this political discussion†¦show more content†¦By not enforcing a law which the vast majority of citizens - the base and the noble - at some point transgress, Vincentio ensures the stability of his position. The appointment of Angelo as deputy is complex, to say the least, and can be variously interpreted. We could assume that the Dukes remarks display his awareness of the hypocrisy of personally enforcing the law - Sith twas my fault to give the people scope, Twould be my tyranny to strike and gall them For what I bid them do (I.iii.36-38). Of course, one may just as easily argue that the Dukes newfound morality is a direct result of the realisation that he, like the rod of the law, is perhaps more mocked than feared (I.iii.28). This interpretation is given credence when we consider the possibility that Lucios remarks regarding the Duke may to some degree be representative of a general spirit of disdain rather than just a humorous product of his bawdy and irreverent nature. Neither must we forget the Dukes own avowal which is couched in very negative (and martial) terms: I have on Angelo imposed the office,Show MoreRelatedAnne Sextons Cinderella1534 Words   |  7 Pagesis no way to live happily ever after. 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This leads to the ostracization of the princes and in both stories the Uncle plots to have the prince killed, which he fails to do so. allowing them to dwell on their life and contemplating whether or not it is worth the troublesome itRead MoreMachiavelli s The Prince And Socrates2011 Words   |  9 Pageswrote his book, â€Å"The Prince†. Machiavelli writes about how a leader or prince should conduct himself in order to keep and efficiently run a republic or principality. Although Socrates’ texts on the surface deal with his accusations, the texts give great insight as to how he thinks a government and its citizens s hould behave. When comparing the Machiavelli’s â€Å"The Prince† and Socrates’ the â€Å"Apology† and â€Å"Crito† it is clear that Socrates views Machiavelli’s concept of a prince as unenlightened and builtRead MoreLiterary Analysis Of The Love Song Of J. Alfred Prufrock1497 Words   |  6 Pagesmetaphor, syntax, and allusion. Eliot uses metaphor to relate accessible, physical entities and concepts to more abstract themes present in the poem. In line 15, Eliot describes a â€Å"yellow fog† that â€Å"rubs its back upon the window panes,† effectively comparing the fog to a cat without explicitly saying that the fog is, indeed, a cat. This description of the fog creates the impression that it is an all-encapsulating presence, one that can be anywhere at any time, in the same way that a cat quietly lingersRead MoreCauses Of The French Revolution911 Words   |  4 Pagesfirst leader mentioned, put constant pressure on the National Convention to adopt more radical measures, and many people agreed with his thoughts. Robespierre, another leader, dominated the Committee of Public Safety, then was able to come up with the policies that became known as the Reign of Terror. The Reign of Terror meant that as a temporary measure, courts were able to prosecute traitors. 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The Battle Of The Confederacy During The Civil War

Discussion Introduction â€Å"See what a lot of land these fellows hold, of which Vicksburg is the key! The war can never be brought to a close until that key is in our pocket† (Korn, 1985, p. 17). This quotation from the 16th President of the United States, Abraham Lincoln, demonstrates how vital the city of Vicksburg was to the survival of the Confederacy during the Civil War. The city, which is located on the Mississippi River on the western border of Mississippi, was under Confederate control for over two years of the war, when it was surrendered to Ulysses S. Grant and his Union forces on July 4, 1863 after a successful siege. Many consider the Union takeover of Vicksburg, combined with the Union victory at the Battle of Gettysburg, which concluded just one day before, as the turning point of the war in favor of the United States. Evaluating Evidence Political Factors. One of the main reasons that Vicksburg was so significant to the Confederacy was its strategic location. 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Marketing Strategy of ALDI

Question: Discuss about the Marketing Strategy of ALDI. Answer: Introduction According to Baker (2014), marketing strategy is the art of developing the demand of a particular product or a brand that is present in the current market. To develop a product market strategy, it includes the development of a new product and launching it in the existing market. Therefore, marketing can be defined as a customer group, consumers, clients and the difference between the wants and needs from the viewpoint of the product and the service that it will provide. It also includes the perception of performance, ownership and the competitive advantage of the product in the market. Company background Aldi began its operation in Australia from 2001 onwards in the month of January. It started on the Eastern side of the country where stores were present in Queensland, New South Wales and Victoria. The company as of 2013 had around 300 stores in operation and they intend to open about 20 to 30 stores with each passing year. The distribution centres of the company are at Minchinbury and Prestons, which are located in New South Wales, Staplyton in Queensland and Victoria, which has two centres that are Derrimut and Dandenong. (Refer to Appendix) Two brothers Karl and Theo Albrecht first started the company as a private business organization in Germany in the year 1948. The brothers then split the company in two halves, which were called Aldi North headed by Theo, and Aldi South headed by Karl respectively. The name Aldi came from the original family name, which was Albrecht Discounts. The main aim of the company was to offer heavy discounts to the consumers on the various products that the store had. They even organized the special buys that had different products in each week (Corporate.aldi.com.au, 2017). Marketing Strategy of the company in 2001 At the time of entering the market, the strategy adopted by the company was to offer quality products at a very low price. The key elements that helped the strategy to be formulated were: Exclusive brand products- The focus of the company was on exclusive products that were offered by the different brands. The company went in to partnerships with many leading manufacturers to come up with their own line of goods and products. A few brands like Vegemite, were offered to the customers because the company kept on looking for substitute that would cost less and yet was a good alternative to the main product (Ododo, Mulholland and Turner 2015). Limited range- The Company in all means wanted to provide the customers with low cost high quality products. This was only possible with a limited range of products as to stock the items related to the characteristics of the products in which Aldi took up the lead. It looked for suppliers who could provide the products with the taste according to the customers keeping in mind the factor of competitive price. Aldi offered those products at their most popular sizes and not all the sizes that were available for those products. Because of this, the other supermarkets had around 20,000 units in its production line where as Aldi had like around 600 to 700 lines at the most. The company significantly reduced its cost structure by stocking a particular size of the products that were liked by the consumers (Price 2016). Focus- The focus of Aldi regarding the products was to maintain its core business properly and not diversify unlike Woolworths and Coles who expanded their business from retail sector to petrol, pharmaceutical, liquor and the e-commerce sector. Aldi kept a policy of surprise buys wherein it sold products like televisions and computers, which were bought in bulk to supply their consumers for a limited period. These surprise buys were made by the company to play the game of low pricing yet selling a high quality product policy (Mitchell and Chaudhury 2014). Policy of price change- According to Price (2016), the Company maintains a strict policy regarding the pricing change in the stores. The company believed that the customers should enjoy their products that are available to them at the lowest prices and were the last company to increase the price of their products. The change in the price was notified to the customers by placing an informative note regarding the changes on the cartons that were present in the stores. Long-term approach As the organization is owned privately, it has the capacity to make decisions regarding business, which would have a negative impact on a short-term basis but would prove to be beneficial in the end. Aldi developed good relationships and long term partnerships with the suppliers so that if any new supplier in the market offers a cheaper price than the market rate to Aldi, then also the company would give a chance to the existing suppliers to compete with the new ones over the price range. This served as a positive point for the existing suppliers because they knew that the company would not stop taking products from them suddenly (Lehner and Halliday 2014). Marketing strategy of Aldi recently The main motive of the company is to grow within the Australian groceries market. The researchers identified that around 80 percent of the customers shopped at the supermarkets. The strategy that was adopted by Aldi was to focus on customer loyalty. The company also saw that the customers were aware of the Aldi brands that were of equal quality as the super brands like Fairy Liquid and Heinz. To succeed in this, the company made their own line of products and asked customers to taste it where they found that the customers were not able to tell the differences between the two brands. This gave a chance for Aldi to advertise their quality in an effective manner (Foster et al. 2014). The marketing mix The company focused on giving high quality products to their customers at a very cheap price, which the customers saw as an alternative. The marketing mix that was taken up by Aldi was (Refer to Appendix): Product- The company provided their Like Brands which were of very good quality and could compete with the better brands that were available in the other supermarkets such as Coles and Woolworths (Armstrong et al. 2014). Price- The main motto of the company was to give the customers the products at a lower rate than all the other markets would give. This gave an advantage to the company over the pricing factor of the products (Drzazga 2014). Place- The success of the company was very well and the company expanded its chain to global scales so that it can broaden the base of the customers (Armstrong et al. 2014). Promotions- the Company promoted their brand in a combination of above the line and below the line type of promotional methods and focused on the Like Brands and the Swap and Save campaigns (Drzazga 2014). Above-the-line promotion This type of promotional activity taken up by the company illustrated the perfect balance in the marketing mix. To increase the loyalty amongst its customers the company made them aware of the products, which helped in recognizing the brand. The demand for the products increased due to the superior quality of the products and the services that were available to the customers (Schmutzier 2015). (Refer to Appendix) Below-the-line promotion The company took up this promotional activity so that the company can make use of the social media platform that is available to them. This allowed the company to communicate freely with the customers which included the use of the social media to make the customers aware of the products, the e-mails of the customers so that when a new product launches they get to know it and even if the company offers discount on the products (Mullin 2014). (Refer to Appendix) The AIDA concept adopted by Aldi The AIDA model that was adopted by the company helped them to illustrate their promotional activities. This helped the company to create awareness of the products amongst the consumers, generating the interest of the customers by offering them products at a cheaper price than the other stores. The desire to purchase the product can then be generated amongst the consumers by the company, which will eventually lead them in taking an action of purchasing the product and trying it (Brandes and Brandes 2015). Conclusion The grocery industry is one of the most established and globally competitive industries, with the space of the changing markets that is happening in the recent times. It is very difficult for Aldi as the competitors are working their way up to increase their share in the market and exploiting the resources available at that place. In this competitive level, it is difficult for companies like Aldi to give huge discounts as the other supermarkets are also following that path. It all comes down to the quality of products that is available in the Aldi stores, where the company never compromises on their product quality. The marketing strategy adopted by the company since its inception has been very simple that is to give the customers quality products at the best price that is available in the market so that there is no alternatives offered by other companies on the factor relating to price. The promotional strategies taken up by the company also proves that the focus of the company is o nly related to price as they have a limited number of products that sells best in the market. Reference List Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014.Principles of marketing. Pearson Australia. Baker, M.J., 2014.Marketing strategy and management. Palgrave Macmillan. Brandes, D. and Brandes, N., 2015.Bare Essentials: The Aldi Success Story. Linde Verlag GmbH. Corporate.aldi.com.au. (2017). ALDI History - ALDI Australia. [online] Available at: https://corporate.aldi.com.au/en/about-aldi/aldi-history/ [Accessed 21 Jan. 2017]. Drzazga, M., 2014. New Media in Marketing Communication in Multichannel Retailing.Studia Ekonomiczne, (205), pp.23-33. Foster, G.D., Karpyn, A., Wojtanowski, A.C., Davis, E., Weiss, S., Brensinger, C., Tierney, A., Guo, W., Brown, J., Spross, C. and Leuchten, D., 2014. Placement and promotion strategies to increase sales of healthier products in supermarkets in low-income, ethnically diverse neighborhoods: a randomized controlled trial.The American journal of clinical nutrition,99(6), pp.1359-1368. Lehner, M. and Halliday, S.V., 2014. Branding sustainability: Opportunity and risk behind a brand-based approach to sustainable markets.Ephemera,14(1), p.13. Mitchell, V. and Chaudhury, A., 2014. Predicting retail brand extension strategy success: A consumer based model.Journal of Customer Behaviour,13(2), pp.93-111. Mullin, R., 2014.Promotional Marketing: How to Create, Implement Integrate Campaigns that Really Work. Kogan Page Publishers. Ododo, C., Mulholland, G. and Turner, J., 2015, November. Can Discount Pricing Be A Comeptitive Brand Strategy? An Evaluation of Aldi. InInternational Conference on Marketing and Business Development(Vol. 1, No. 1, pp. 241-251). Bucharest University of Economic Studies Publishing House. Price, R., 2016. Controlling routine front line service workers: an Australian retail supermarket case.Work, employment and society,30(6), pp.915-931. Schmutzler, A.R., 2015.FMCG Marketing and Sales: Organizing Trade Marketing, Category Management, and Shopper Marketing(Doctoral dissertation, WHUOtto Beisheim School of Management).