Frued’s Psychoanalytic Theory Essay Example for Free

Frued’s Psychoanalytic Theory Essay Legendary and groundbreaking psychoanalyst Sigmund Freud changed the way scholars and doctors alike thought about the nature of the brain. Freud’s insight created a new paradigm that focused future inquiries onto the functional aspects of the mind, rather than cerebral and somatic physicality. With this essay, I will begin by describing and defining the id, ego and superego while also discussing how they interact. I will conclude by examining the essential differences of the ego and superego and the implications these distinctions imply. According to Dr. Freud, the id is the part of the human mind that we are born with and it is primarily responsible for the instinctual drives of the individual (Sigmund). For Freud, the id is mainly motivated by libido, or the sexual instinct in its quest for pleasure and satisfaction. Further, the libido is divided into two parts: eros and thanatos. Eros is the drive to fulfill pleasure seeking actions and sexual desires while thanatos is an oppositional drive toward death that causes the aggression and destructive tendencies of humans (Freud’s). This is an important distinction that creates the impression and theory that the id belongs to the tension filled domain of the unconscious. It is the part of us that we can scarcely control, but can incite intense pleasure or aggressive destruction when these desires are fulfilled or denied. In opposition to the basic instinctual need to achieve pleasure or enact destruction lies the part of the brain shaped and defined by social and cultural influences. Freud defines this part of the brain as the superego. The superego in practical terms can be defined as the conscious mind that develops and manifests over time, beginning with inputs from parents and siblings, to schools, relationships and work. This part of the mind internalizes all of these inputs in its creation of consciousness while also being responsible for critiquing consciousness and counterbalancing the instinctual desires of the id in order to successfully navigate through society based on learned values and moral judgments. In between the id and the superego is the ego. The ego can be thought of as the part of the brain that mediates the tensions between the conscious and the unconscious; the id and the superego (Freud’s). In this capacity, the ego contains all objects of consciousness without the moralizing and criticism of the superego. In other words, the ego is the part of our minds that is aware of consciousness and the reality of other people’s consciousness. In this model then, the ego still wants to fulfill the id’s pleasure principle but it also realizes that in trying to accomplish this, the person may hurt other people in the process and must take this fact into consideration (Sigmund). The ego is also responsible for covering the impulses of the id through the development of what he called defense mechanisms. These are forms of repression and rationalization that lessen anxiety or cover troubling thoughts and memories. In addition to his personality theory, Freud also studied the psychosexual stages of development. His stages are organized chronologically beginning with the oral stage and moving through to the anal, phallic, latency, and genital stages. They all focus on the sexual pleasure drive on the psyche. Stage development can only be achieved through the resolution of the previous stage (Stevenson). The resolution or lack thereof, affects the psyche throughout life, especially when one becomes fixated at a particular stage. Each of these stages and the developing person’s id, ego, and superego are constantly mediating the latent pleasures of the psychosexual drive against societal norms. The Structural Theory proposed by Dr. Sigmund Freud has far reaching implications for the way we account for the actions and impulses of our minds. With this model, divided into the id, ego, and superego, we can explain how we can simultaneously harbor uninhibited desires in the unconscious pleasure and destructive tendencies developed by the id, but we can also mediate these instinctive drives through the self-conscious functions performed by the ego’s defense mechanisms, while in addition re-appropriating this tension through the role of the superego in order to live a morally responsible and hopefully well-balanced life. References Freud’s Personality Factors. (2008). http://changingminds. org/explanations/personality/freud_personality. htm Sigmund Freud (1856-1939). (2008). The Internet Encyclopedia of Psychology. Retrieved January 8, 2009 from. http://www. iep. utm. edu/f/freud. htm Stevenson, David. (1996). Freud’s Psychosexual Stages of Development. Brown University. Retrieved January 8, 2009 from http://www. victorianweb. org/science/freud/develop. html

I Want to Teach :: Teaching Philosophy Education Essays

I Want to Teach If you would have asked me two years ago what my feelings were about school, I would have told you that "I hated school". At that time I was 18 with no direction for my future and nothing seemed like it had any importance to me. The reason I decided to become a teacher is very complex because I never wanted to be a teacher until the end of 2003. What made me change my mind was a series of events and people in my life that impacted me both positively and negatively. This turning point in my life began in my senior year of high school. As I prepared for my senior football season I never took the time out to prepare for life after high school. The only thing that mattered was that I played good football and graduated so after that I could accept my full scholarship to the University of Illinois. I didn’t know at that time that life wasn’t that easy, but I was soon to find out. As the year went on I had more and more offers to play at different universities, but I was not paying attention to any of my mentors when they would tell me that none of these offers meant anything if I didn’t have the grades. I respect my mentors as if they were father figures because they have been where I want to go and have everything that I want, but I was too busy listening to family members who would tell me that I was going pro after my first year of college. As an 18 year old, you believe what your family tells you because you think it is right because they said it. Unfortunately, I found out that this was not always the case. The school year went on, and as others where preparing for the ACT and SAT, I was busy getting in trouble with the law and not going to class. No one cared about anything I was doing because I was a good football player and that was all they saw. They believed that any trouble I got in to, I could get out of, but that wasn’t true. I spent almost a month in the Wayne County Jail for armed robbery. It was there that I decided to turn my life around and do what was right.

Defense Spending and the Military-Industrial Complex

On December 7, 1941 Japan launched a surprise attack on the United States at Pearl Harbor in Hawaii. This thrust America into World War II, and for the next four years it dominated nearly every aspect of American life [Bowles, 2011, 3. 7 The World at War (1941-1945)]. This greatly impacted Americans and had a significant impact on African Americans during this time. Although the attack on Pearl Harbor was a devastating period of time, it was a great time for African Americans to assert their independence.They fought in the war, defending their country after how they were treated. They demanded being able to have jobs that were considered â€Å"whites only†. In my belief, they deserved these rights. African Americans were treated unfairly for years and did not have rights but yet still strived to fight for their country. There is no reason why they should not have been treated fairly, if not more like heroes for how brave and noble they were. According to Bowles, â€Å"While t hese men were willing to die for the country, they were not eligible for many of the honors for their service.Though many deserved it, no African American could receive the Medal of Honor, the highest military award for bravery (2011, African Americans at war). This brings me to the long term effects WWII had on our country. Bill Clinton awarded men their gold’s that they deserved 50 years too late. Only one of the men was alive to even receive it. The long term effect is the regret of letting the people who were most brave, die for our country and not receive an award just because of the color of his skin. References: Bowles, M. (2011). A history of the United States since 1865 . (Ashford University ed. ) San Diego, CA: Bridgepoint Education, Inc.

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Symbolism In Susan Glaspells A Jury Of Her Peers - 827 Words

Its not what you did, its why you did it. Susan Glaspells A Jury of Her Peers describes the murder investigation of John Wright. Townspeople assumed Minnie Wright is guilty of murdering her husband and as a result, she is imprisoned so that a group of men can inspect her home for clues. The men bring along two women, Mrs. Hale and Mrs. Peters, to gather some personal belongings for Mrs. Wright. The men search for a motive to prove Mrs. Wright’s guilt meanwhile, the women discover why she committed the crime and judge her justified in her action. Through theme, symbolism, and imagery, Glaspell illustrates that oppressed women form bonds and have a different perception of events than men. Glaspell shows that the shared experiences of†¦show more content†¦When the two women come across the empty, broken bird-cage, they ponder the reason for the broken door and the fate of the canary who occupied it. Later they discover the dead bird wrapped in silk with its neck broken, presumably by the hands of Mr. Wright. The bird symbolizes Minnie Foster, the young choir girl. The dead bird symbolizes Minnie after marriage, when she loses her spirit, and the cage symbolizes her husband who mistreats and isolates her. While describing Mrs. Wright, Mrs. Hale compares her to the bird when she says to Mrs. Peters, She used to sing real pretty herself†. ( 576) Literary critic Janet Stobbs Wright states, Only as a picture emerges of the way in which Minnie Foster has been changed by her marriage to John Wright, is a process of identification between the two women initiated. Mrs. Wright’s apron is also a symbol of oppression suffered by women. With dullness, she pleats it while giving details of her husband’s death. From the jail where it is obviously of no use to her, she requests that the apron be brought to her. The apron represents her identity of being a subservient housewife. The murder of her husband stripped her of this identity likewise, her marriage had taken her former identity of a choir girl. Being labeled a criminal is uncomfortable for her therefore, the want of her apron reflects that she has not yet accepted this new identity. Mrs. Peters seems to understand the need for her apron as she states, â€Å"I supposeShow MoreRelatedEssay on The Use of Symbolism in Susan Glaspells a Jury of Her Peer933 Words   |  4 PagesSAMPLE ON THE USE OF SYMBOLISM IN SUSAN GLASPELLS A JURY OF HER PEER Susan Glaspells short story, A Jury of Her Peers, was written long before the modern womens movement began, yet her story reveals, through Glaspells use of symbolism, the role that women are expected to play in society. Glaspell illustrates how this highly stereotypical role can create oppression for women and also bring harm to men as well. Character names are very important in A Jury of her Peers. The two characters,Read MoreFeminism at Its Best810 Words   |  3 Pagescentury. In â€Å"A Jury of Her Peers,† Susan Glaspell articulates the suffrage women of her time had to endure brought on by the weaker sex stereotype that had plagued the human brain for quite some time. Annenberg Learner states that the short story is based on a true event Susan Glaspell had covered in 1900 while working as a reporter for Des Moines Daily News (Annenberg Learner; Glaspell 179). At first, â€Å"A Jury of Her Peers† was known as a play by Glaspell called â€Å"Trifles.† A year later, Susan GlaspellRead MoreSusan Glaspell s `` The Yellow Wallpaper `` And A Jury Of Her Peers ``2004 Words   |  9 Pagesfor fairness even in today’s society. This everlasting battle can be seen in both â€Å"The Yellow Wallpaper† by Charlotte Perkins Gilman and â€Å"A Jury of Her Peers† by Susan Glaspell. Gilman ’s story revolves around a woman who has postpartum depression. Her husband, who is also her physician, uses isolation to try and heal his wife’s â€Å"nervous disease.† Glaspell’s story, on the other hand, describes the murder of a man, with his wife being the prime suspect. This story is clearly about a battle of theRead MoreSusan Glaspell s A Jury Of Her Peers1408 Words   |  6 PagesGrowing up in Iowa in the 1800s and 1900s, Susan Glaspell took inspiration for many of her stories from personal experiences. As a former courthouse reporter herself, Glaspell’s short story â€Å"A Jury of Her Peers† is based largely on her involvement with a murder case and a kitchen she recalled investigating. â€Å"A Jury of Her Peers,† a rendition of her early play, Trifles, focuses on the homicide of an abusive husband by his wife. While the men investigating the case overlook the various signs of abuseRead More Susan Glaspells Trifles and A Jury of Her Peers Essay1754 Words   |  8 Pages In the early 1900s Susan Glaspell wrote many works, two stand out, the play Trifles and the short story A Jury of Her Peers. Trifles was written in 1920, while A Jury of Her Peers was written the following year. Trifles was written in only ten days. The true greatness of these works were not recognized until the 1970s. In the short story A Jury of Her Peers a woman named Minnie Wright is accused of the murder of her husband. Minnie Wright is a farmers wife and is also isolatedRead MoreThe Use of Symbols in Susan Glaspell’s Play Trifles1421 Words   |  6 PagesDavenport, Iowa Susan Glaspell was born. Susan was one of those writers that women’s inferiority in society bothered her. She wrote several literary works which are strongly feminist and discusses the roles that women forced to play in society and the relationships between men and women. She earned a Bachelor’s degree in 1899, in Drake University and worked on the staff of the Des Moines Daily News as a journalist. Her first novel, The Glory of the Conquered, was published in 1809 and her short storiesRead MoreTiffles Annotated Bibliography1375 Words   |  6 PagesTrifles Annotated Bibliography Alkalay-Gut, Karen. Jury of Her Peers: The Importance of Trifles. Studies in Short Fiction 21 (Winter 1984): 1-9. In this deeper look into Trifles, Karen goes through the plot and discusses what you should pay more attention too. She describes the symbolism in some of the objects as well as explain the scenes and their little details. Karen finds the difference between male and female perceptions of judgment to be central to the play. She explains that youRead More Breaking the Bonds of Oppression in Susan Glaspells A Jury of Her Peers1334 Words   |  6 PagesBreaking the Bonds of Oppression in A Jury of Her Peers  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Susan Glaspell’s A Jury of Her Peers is a view into the lives of farmer’s wives in the Midwest at the turn of the century. These women live in a male dominated world, where the men consider them incompetent and frivolous. The only identity they have is that associated with their husbands. They stay at the farmhouse to complete their repetitive and exhausting chores. The wives have little or no contact with the otherRead MoreSusan Glaspell s A Jury Of Her Peers Essay1789 Words   |  8 Pagesdepending upon the viewer. In Susan Glaspell’s, A Jury of Her Peers, the idea of who is capable to fairly judge a person, and therefore serve justice, is examined through the arrest of Mrs. Minnie Wright for the murder of her husband. As the sheriff and others go to the Wrights’ house, the suggestion is made that those empowered by law to cast judgement and those with an understanding of fairness are not always the same, and thus justice may not be served. Using symbolism, along with the title of theRead MoreThe Role Of Women In The Doll House And Trifles1667 Words   |  7 Pageswomen have been handed a subservient role to her male counterpoint. Females in the late 19th and early 20th century were treated like a second-class citizen, and were thought of as being the weaker sex. It was the women’s job to stay home to cook and raise the children. While these are still prevalent issues, it is also true that things has gotten better for some women in recent years. Works like â€Å"The Doll House† by Henrik Ibsen and â€Å"Trifles† by Susan Glaspell have helped advance the idea of what

Managing the International Value Chain in the Automotive...

Managing the International Value Chain in the Automotive Industry Strategy, Structure, and Culture Stefan Schmid, Philipp Grosche Table of contents Foreword Authors Acknowledgments International value chains: Current trends and future needs, as exemplified by the automotive industry 1. Internationalizationofthevaluechainintheautomotiveindustry 2. Configurationandcoordinationascrucialdimensionsinshapinginternational  valuechains 3. Bestpracticesandoptionsformanagingtheinternationalvaluechain Glocal value creation in the Volkswagen Group: Moving toward greater decentralization of production and development 1. TheVolkswagenGroup’snewglobalstrategy 2.†¦show more content†¦areshowing alarmingweakness,havingrestedfortoolong onthelaurelsoftheirearliersuccessesandfailingtorecognizechangesthatweretakingplace inthemarket. solelybysuchfactorsascost-savingproduction,leanprocessdesignorinnovativecapacity.Inordertoprofitfromtheglobalmarket,a companymustbeabletocreateandmanagean internationalvaluenetworkanddelegatevalue functionstothepropersites.Thisappliesto salesandprocurementaswellastolaborand capitalmarkets. Despitepredictionsthatglobalizationwouldlead toahomogeneousworldmarketwithbarelydifferentiatedproducts,ithasbecomeclearthat culturaldifferencesstillplayamajorrolein customers’purchasingdecisionsandinthecommitmentofacompany’semployees.Moreover, therearesubstantialdifferencesintheproductionandquality-relatedprocessesneededinthe emergingmarketsrelativetotheindustrialized countries,andthisaffectseverythingfromproductuse,pricinganddevelopmentpotentialto distributionandcommunicationschannels. StefanieSohm Project manager 6 Today,thechallengeforacompanycompeting ontheinternationalstageistoadjustquicklyto localcircumstanceswhilesimultaneouslyintegratingitsdivisionsandsitesworldwide,based onidenticalprinciplesandasharedunderstandingofthecompany’spurposeandobjectives. IntegratingthevarioussitesintocorporateShow MoreRelatedValue Chain1020 Words   |  5 PagesExecutive Summary Value chain management has become more and more important in industry in past decades. This report provides an insight view of value chain in automotive industry and then examine leadership role of engineer in value chain management. Furthermore, the report will analyse why engineer is so important in management of value chain. Analysis of value chain Automotive industry plays an important pillar role in the economic development of all countries. 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When an industry manifests earnings and revenue figures, then it shows the sign that they areRead MoreVirtual Teams For New Product Development Case Study936 Words   |  4 PagesAnother research by Nader, Ahmed and Zahari (2009) on â€Å"Virtual teams for new product development as an innovative experience in research and development engineers† also shared the same observations by noting that, organizations in automotive industry can gain insights on product launching through free knowledge that can be obtained from internet sources, before executing their internal plans. According to him, this knowledge should first be synthesized by the employees through special meetings andRead MoreA Brief Note On Systems And Logistics Support Management1070 Words   |  5 Pagesdecade or so the competitive global market has made a big influence in the growing for external business. Third party logistics providers are more and more employing external companies for inventory management, transportation, warehousing, and other value added activities for customer services. Third party logistics ultimate goal is to provide a competitive advantage to the organization for which they are serving. According to Cardinal Logistics (2012), â€Å"Third-Party Logistics is an effective way toRead MoreA Report On The Automotive Industry Essay2182 Words   |  9 Pages1. INTRODUCTION The automotive industry in India is one of the largest automotive markets in the world, previously one of the fastest growing markets globally. It started out as a small venture in the 1940s but witnessed a rapid growth with the entry of some big manufacturers like Mahindra Mahindra and Maruti in mid and late 1900s. In 2000, this industry became an important sector of the Indian economy and a major foreign exchange earner for the country. 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Marketing Strategy and Plan Of Seeka Australia †Free Samples

Question: Discuss about the Marketing Strategy and Plan Of Seeka Australia. Answer: Introduction Marketing Plan is defined as a comprehensive written document which identifies specific goals and outlines marketing efforts to achieve that specific goal. It is part of overall business plan. Important objectives of any marketing plan are effective communication of proposed outlined marketing efforts to all stakeholders, verification of internal consistency with proposed plan and helping in managements decision making (Chernev, 2015). This report discussed Seeka Australia in the aspect of marketing strategy and plan. Seeka was established in 1980 and grown to one of the largest producer, grower, supplier and marketer of kiwifruit in Australia and New Zealand. Seeka Australia Pty Limited is 100% owned subsidiary of Seeka Limited. This company falls under consumer products industry and its sub-industry category is agricultural producers. Australian agriculture industry has competitive advantage due to its strong export focus (Seeka, 2015). The importance of agriculture industry has in creased in manifolds all around the world. Seeka has strong domestic market presence and it is working on its expansion plan to enter untapped international market as European market. In European market, quality produce of Seeka has an opportunity to generate higher returns. Value Analysis Seeka Australias product portfolio includes Australian produce such as Apricots, Cherries, European Pears, Nashi Pears and Plums. From Australian orchards, Seeka produce Hayward kiwifruit. It also imports topical fruits like pineapple, banana and papaya from Philippines and Ecuador. Its major service portfolio includes orchard leasing and management, harvest and post-harvest services including packing and storing and integrated marketing services. European market is a major producer and consumer for kiwifruit. In European market, presence of major industry players made the market more competitive. The major market players are Kiwi Fruit Garden Ltd., Zespri and Novagrim and many others. There is huge scope of growth in European market as importance of kiwifruit got increased in consumer health aspect and in turn it has increased market opportunity in a sustainable way. Seeka has to design its value proposition in accordance with its consumer and market dynamics. As the market is chara cterised with huge customer demand, Seeka has to plan detailed consumer orientation including how their products and services may serve market an in better manner. Mentioned competitors have strong presence in the market as their learning about the market is more extensive than Seeka. Sustainable competitive advantage, people, management, leadership, technology and innovation aspect of Seeka will play an important in reducing cost and exploring benefiting opportunities in European market. While entering into the European market, Seeka has to create brand awareness in the niche market and has to create consumer knowledge about their offerings to survive sustainably. The cost of production and transportation has to be well planned to strategies its market operations in Europe (Scrimgeour and Locke, 2015). As the European market is dominated by local players, Seeka has to price its products accordingly to make an impactful entry into the market. Also it has to maintain its quality as t hey offer select excellence. To strategize future growth of Seeka in European market, it has to adopt market development strategy as it is entering into new market with its existing product offerings. It has to use its strong domestic national market brand image, recognition and specific product category to make this strategy successful. To develop its market, Seeka needs to re-strategize its advertising programs and position its brand into the market as valuable alternative to the consumers (Nuttavuthisit and Thgersen, 2017). Analysis of Uncontrollable Forces Business organisations operate in dynamic business environment and they need to be adaptive with some uncontrollable forces. In this context various political, economic, social, technological and legal aspects are discussed. PESTL Analysis Political - European kiwifruit industry is highly regulated and its export is accompanied by phytosanitory certificate to ensure the kiwifruit is pest and disease free. In recent scenario, imposed stipulations regarding country specific exports are not present in European market. Economical - The economic situation is favourable as there is increasing expenditure on kiwifruit per capita. This industry is experiencing huge price decline due to increased supply from larger number of growers and industry de-regulations. Social - There is considerable social impact of supplying kiwifruit as it impacts life of consumers and growers. Inclusion of kiwifruit in healthy diet also increases the demand for kiwifruit. Technology - Technological innovation is impactful as market is competitive and it is necessary to grow more kiwifruit with less land and use of labour. Legal - To maintain industry reputation and quality standards, adaptive legal framework has been adopted. It impacts the business operations and context competition (Mowat, 2014). Porter Five Forces Industry potential and profitability can be determined through five forces model. Threat of new entrant is low as in European market there are established local players which are dominating this market such as Kiwi Fruit Garden Ltd., Ziel Company, WG Mora Freres SA, Zespri, Enza, Novagrim, SAS Blue Whale, Sperchios Kiwi, Intermediazioni Ortofrutticole Trestini, Sunnykiwi Co. Ltd., Nergi, Bruno Elio SRL and Kiwi Arta. Bargaining power of buyer is high as kiwifruit is a niche market product. As buyer power is high, Seeka has to adopt differentiation strategy to survive in European market. Bargaining power of supplier is low as there are many suppliers present in the market. To grow in such market, Seeka must produce and supply quality products. Threat of substitution is high as consumers can easy shift to another related fruits, in such case Seeka has to plan for consumer education and awareness programs regarding unique nutrition value of kiwifruit. Degree of rivalry is very high as k iwifruits have very small portion of supermarket shelves space. This competition is increasing with time as kiwifruit is fighting to gain increased shelves space in grocery stores. Also, Seeka needs to compete with other industry players for the same. Seeka must strategically plan out their business with differentiation strategy, educating target consumer groups, and satisfying consumers with unique value proposition (Huggins and Izushi, 2015). Segmentation, Targeting and Positioning Overall European market can be segmented as institutional customers for business to business and individual consumers for business to consumers aspect. For b2b segment, Seeka should target luxury hotels, food processing industries, cafes, wholesalers and retailers which are organised; and for b2c segment the target would be health conscious consumers. As, European market is populated with established players, Seeka has to plan strategically about their positioning strategy. To get into the mind of customers, they need to plan and implement kiwifruit positioning in a modern prospective. In this aspect, collaborative marketing program can be an important strategic choice as this strategy adopted by Seeka earlier in its domestic market such as Australia and New Zealand. The brand introduction of Seeka has to be aligned with companys core competencies and business strategies to create a sustainable impact in the market aligned with its domestic scope of business. Regarding branding proce ss in European market, Seeka must focus on parameters like safety standards, quality standards and customer relationship. In this, market availability of the same products from competitors makes this market more competitive. To grow and survive in this market they should focus on niche marketing and focused marketing programs to create customer knowledge about brand Seeka (Gengler and Mulvey, 2017). While in market, other competitors are focused on costing of the kiwifruits, strategy for Seeka would be quality kiwifruits and diversified verity of kiwifruits. More ranges of offering from Seeka will provide customers a wide range of choice and to be connected with Seeka as prime choice of kiwifruits brand. In a cost competitive market, Seeka can engage its business operations through creating more customer value. Seeka had produced 32.3 million trays of kiwifruit in past year and also produced 1,791 tonnes of European pears. Seeka is now focused with their rebranding program in their domestic market so they can optimise their market opportunities in European market alongside (Seeka Annual Report, 2016). Marketing Mix Attractiveness of Kiwifruit Industry in Europe is increasing, Seeka with their entry into the market needs to prepare and meet the market requirements through designing and implementing changed marketing mix which is predominantly focused with target market. Product - Seeka has desired product line width such as only green, shallow, gold, and organic but they do not have reasonable depth of their product line. Seeka Management should focus on increasing the product line depth through introducing new products like canned kiwifruit and kiwifruit juice. It would help Seeka in getting much longer shelf life and display of Seeka brand would be more. It will help in brand recognition in long term. This company has narrow brand recognition level in external market space; they should focus on building brand community in both b2b and b2c context. Place - In a highly competitive market, Seeka must revamp their distribution strategy with much more focused orientation towards technology. Radio Frequency Identification (RFID) technology can be helpful in this aspect as it can provide information regarding when and where products are moving. It would be also helpful in handling returning products more efficiently. Focus on supply chain of Seeka would be helpful in success in European market. Seeka operates its own Supply Chain Company and for intermediary supply they have also partnered with Woolsworth. But partnering with such retailer can increase profit margin but it will impact Seeka as brand as Woolsworth is also supplying other kiwifruits brands along with Seeka. In present context, Seeka should consider the fact of increasing their supply scope through partnering with more local supermarkets in European market. It would mitigate the risk of distribution structure. Price - Ability to maintain lower internal cost will help Seeka to price low its products. Automation in internal processes will decrease labour cost and focus on paying higher rates to growers will maintain continuous supply of kiwifruits. With partnership with local supermarket, Seeka can plan out various different pricing strategies aligned with bundling, discounts and sales promotions. Promotion - Seeka has very strong promotional aspect as it deals with renowned supermarkets and b2b context it has an image of safe and reliable company. This company is lacking in its online presence, now it has to focus on its online presence strategy. It can introduce mobile app for its b2b and b2c customer group as it will improve customer interaction. It will lead to more brand recognition. It can also focus on brick and mortar promotional activities and these can impact awareness of kiwifruit to larger customer group. Specific marketing message should be developed in order to make a place in the customers mind (Barrett and Weinstein, 2015). Overall, Seeka has to reinvent its marketing mix for its European market and should strategize its marketing strategies more concerned with b2c target market. It should create a strong business position in retail market prospect. As European kiwifruit market is growing, Seeka must take this opportunity of ideal market entry into Europe market. Internal cost effectiveness; strong distribution channel partnering and use of innovative technologies will guide them in designing their marketing mix more market oriented. Analysing Competitors In European market, industry players are focused with cost leadership strategy and strategically enjoying more market share. Seeka as new entrant in the market should adopt differentiation strategy to counter established market players like Zespri which is a global leader, Enza, Sunnykiwi, Nergi, Novagrim and many more. The local market knowledge will play the substantial difference creator in European kiwifruit market. Seeka needs to establish its brand image as quality provider in the market as well as cost effective to customers. Strategic development of supply chain can put Seeka at upper position to counter intensified competition. Product innovations also impact the competitors by influencing customers in their purchase decision making. Seeka must profile its related competitors on the basis of products offered, pricing tags, target customers, resources strengths and marketing strategies (Jones and Mowatt, 2016). Conclusion Estimated 1.5 Billion USD Kiwifruit market is attractive business opportunity. It can be concluded that Seeka as an established market player in Australia and New Zealand should explore European market to grow its present business in international market. Seeka can stay ahead of competition in chosen market as they have strong experience in producing, growing, supplying and marketing kiwifruits (Seeka, 2016). It should focus to increase accessibility, creating more connectivity with customers, designing its pricing strategies to fit in chosen target segments, increased importance on online channel and must engage in brand awareness programs in new market. These activities will help Seeka to hold a strong position in European market. References Barrett, H., Weinstein, A. (2015). 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