Traveling in the New Kingdom of Egypt Essay Example for Free

Traveling in the New Kingdom of Egypt Essay Life on the road to Thebes is hard for anyone, not the least for a foreigner from the land of Egypt’s former enemy. Not that it makes much difference if you have money. The poor walk; the rich take horses or camels. If you are walking along the roads and are suspected of being a foreigner, be prepared to be harassed. As for me, I am fortunate. I am neither poor, nor rich for I have some skills of value. These skills I would consider modest in comparison to the military conquests of other men which have defined most of my life. My name is Jakarob, the son of a stone mason from the land of Syria, but that land has long been abandoned by my family. The Hittite invasion swept away my father’s house. As a result, I received very little knowledge of stonemasonry and instead, survived by learning the art of languages such as Akkadian, Sumerian, and Egyptian. My knowledge of the surrounding regions, languages, and eventual journey into Egypt has made me a valuable asset to the court of Pharaoh Ahmose I. The caravan I ride with is apart of a group of professionals answering the request of the pharaoh; many of them have military expertise. These men are like me in ancestry. We are Semites who came across the Sinai into the land of Egypt seeking refuge in the land of Egypt from the Hittites. Our kings are referred to by the Egyptians as Hyksos, or â€Å"rulers of foreign lands† (Kishlansky, p. 22). We settled throughout the land of Egypt, taking up their customs, traditions, and assimilating into their culture. My father was among the first Semites to arrive in Egypt and settle. However, regardless of how assimilated our people have become in Egypt, we will never fully be accepted as Egyptian. To them we will always be foreigners. The most important innovation our people brought to the Egyptians was military technology, and hence the reason the caravan I am in consists of primarily military men. Before the Semites, the Egyptians had an army which was not very mobile. We introduced the chariot, along with a variety of tactics associated with using the chariot in combat. Then around 1552 B. C. E. , Ahmose I was able to expel the Hyksos and begin again the reign of Egyptian pharaohs (p. 23). Now it seems that no matter what Ahmose does, he will never get rid of his need for Semite military expertise, not to mention translators like myself. The chariot has become a symbol of Egyptian power, and in order for them to continue dominating local dissenters, the pharaoh must rely on our knowledge of chariot methods and tactics. Personally I have no qualms with helping the pharaoh build his base of power. Life under the Egyptians is much more preferable to life under the Hittites. Before coming to Egypt, my family spent a number of years fleeing the Hittites in Babylon and southern Mesopotamia. In this region I learned how to use the character system of writing of â€Å"cuneiform† and the language of Akkadian (p. 14). With this knowledge I was also able to learn how to write characters in my native tongue of Sumerian. The reason for this similarity I learned was that â€Å"for over a thousand years, scribes used the same symbols to write not only in Sumerian but also in the other languages of Mesopotamia, such as Akkadian, Babylonian, and Persian† (p. 15). Thus, culturally the peoples of Mesopotamia and Egypt share a common link in their system of languages. In contrast, the Hittites do not share in this cultural similarity. Instead, they originate from the Indo-European people with writing traditions vastly different than the cuneiform system. At one time, part of the Hittites’ land was of the Akkadian Empire under King Sargon and the Hittite influence was minimal (p. 16). Alas, that time has long since past, as well as the later period in which the Babylonian Hammurabi ruled his strong empire and prevented the Hittites from forming theirs. Over a period of time, Hammurabi’s successors were unable to deter the rise of the Hittites, and Babylon was overrun. Now on the road to Thebes, the threat of Hittite invasion is very far away. The Sinai desert protects Egypt from incursions by Hittite chariots. Egypt is a land of great wonder and ancient power, for the reign of the pharaohs has stretched back for generations. The source of Egyptian power comes from multiple sources, including religious authority, strong government bureaucracy, and the magnificent pyramids. Each of these pillars of Egyptian strength supports the other. King Zoser, â€Å"the founder of the Old Kingdom who built the first of the pyramid temples, the Step Pyramid at Sakkara,† could not have done so without an efficient bureaucracy and religious legitimacy (p. 21). Likewise, the pyramids reinforce a pharaoh’s power and religious significance, for the pyramids is the resting place for pharaohs in the afterlife. In other words, â€Å"the pyramids strengthen the image of the living king by honoring the physical remains of his predecessors† (p. 21). This focus on the afterlife is partially the reason for their early downfall. As I make each step closer to Thebes, I think about how the focus of Ahmose I have changed since his predecessors. Men from a multitude of backgrounds can contribute to the pharaoh’s court, even peasants (p. 22). I have no doubt my contribution will expand its power and that the second rise of Egypt’s power has just begun.

The Glass Menagerie :: essays research papers

The play the Glass Menagerie supports the theme of illusions. A menagerie, a zoo, refers to a group of inhuman creatures. Since the creatures are glass, they are very fragile and not real. The title specifically refers to Laura’s collection of glass animals mainly horses. To escape the harshness of reality, Laura spends hours playing with the menagerie; this is an imaginary world for her. It is not only Laura, it is all of the Wingfields, they are all fragile enough to break easily. They burn with the slow and impeccable fires of human desperation.   Ã‚  Ã‚  Ã‚  Ã‚  The Glass Menagerie is a sad story of hopelessness and tragedy, a story of human nature and how it affects people's lives. The story itself may not seem tragic but the social downfall of the Wingfield's in itself is tragic. Williams shows the Southern family in decline, with certain members holding desperately to past visions of grandeur. Amanda Wingfield desperately clings to her romanticized memories of her southern past. Williams makes it clear that her memories are just mere illusions. The south has a tragic history, just like Amanda and Rose.   Ã‚  Ã‚  Ã‚  Ã‚  As you read into the play, you understand that the Wingfield's live in a life of fantasy wrapped in tragedy. Many aspects of their life, I believe, are very depressing and heartbreaking.   Ã‚  Ã‚  Ã‚  Ã‚  Such is the case of Amanda Wingfield. A southern girl, who had the opportunity to marry very rich husbands. She takes a wrong turn and marries a drunk who deserts he, there is no coming back from the one mistake. Everyday she reminisces about her past life and how glorious it once was. Tennessee Williams uses this as a perfect way to compare their present life to their past, creating a feeling of misery and pain.   Ã‚  Ã‚  Ã‚  Ã‚  These feelings of misery and hopelessness are enforced by her children's sorrows and wretched lives. As Laura develops a inferiority complex after going to school for one day, the reader develops a sense of compassion.

Paper on the Movie “Crash” Essay

The movie crash is a combination of many different things including labeling theory. Crash is not just a movie about car crashes, but also of cultures and values. There are several intertwined lives and personal relationships with a common point of prejudice involving ethnic issues. The narrative is circular, as the film’s message about racial discrimination develops as a snowball, the director Paul Haggis shows us how prejudice is the most central issue. The political crime that is shown on the film gives the audience an understanding of how betrayed a civilian can be by the law enforcers. Racist ideologies are perpetuated through discourse, actions and even of misunderstanding. It is possible to understand the interconnected nature of each core characters and how a certain attitude interferes with a subsequent event among others. The racial profiling is also seen extremely harshly. Being in the 21st century these things are overlooked, but there are still many people who classify people because of their race and what they look like. The characters in Crash are shown in their humanity attitudes sometimes negligible, sometimes admirable. The film is far from a Manichaeism to address the issue that no human being is totally good or totally bad by nature. The cop played by Matt Dillon takes contrasting positions – its portrayed both in times of abuse of his position of authority, to take advantage of Christine (Thandie Newton), as in heroics, saving the same girl in a traffic accident. People who condemn the prejudice facing black people can be absolutely phobic about the Arabs or Latinos. Behaviors are variable according to the circumstances and, therefore, can not judge a person independent of them. The different ethnicities also portray minority groups which are barely hanging on by a thread in society, we see this mainly in the Arab family. People with certain ethical values succumb before a higher offer, a personal benefit exactly like status inconsistency. Detective Graham Waters (Don Cheadle) is adamant in his ideals, but when given the opportunity to save his brother delinquent, he gives up his own principles and â€Å"sells itself† in favor of a family gain. That was a perfect example of people’s status changing consistently. Crash deals with ethnic prejudice analyzing multiple variables and deepening both motivations as consequences. The discrimination against any racial group, is present deep within every character in the movie. The nurse Shaniqua Johnson, black, shows anger on receiving the trespasses officer Ryan (Matt Dillon), but on another occasion directs all his hatred of a particular group of immigrants. Even those who at first appears to be incorruptible, as Officer Hansen (Ryan Phillippe), being disgusted by the racist behavior explicit companion Ryan, in the end, ends up having a prejudice outlook. His values may not have changed but his vision of morality changes because of the people he has been surrounded with. Rationally, condemns discrimination of fellow, but when the situation is outside the limits of rationality and asks for a quick response, intuitive, Hansen suspects the black who gives a ride and, a movement that seems suspicious, you know that is under threat and shoots. Even those who fight and seems strongly supported by human values, can not escape an ingrained prejudice, supported by education in a racist society. How could it be, Crash also addresses the role of the media through the character of Cameron (Terrence Howard), director of television. Cameron is forced to redo a scene where a black actor spoke without slang characteristics and therefore fled to their stereotype. By repeating the scene, also repeated a pattern of behavior expected for a black. Cameron, who holds a certain power to work in a vehicle of communication is cut off the possibility of spreading a change in society or at least not condoning what he considers to be wrong. Even when a black occupies a prominent position and has the possibility to intervene, larger forces interfere with his freedom of action and he finds himself with his hands tied. Overall it was a great film to watch. I was completely surprised by how explicit it was and how it showed even in the first 8 minutes of the movie how race and ethnicity sort of control everything. People who don’t want to discriminate are in fact prejudice and surprised by the fact that they are. The characters in the movie change and evolve, which was good to see because it means that with time less and less people can be discriminating, it just all depends on how they are raised and their beliefs; nature vs nurture debate has all of this taken into consideration.

Drugs Are Bad Or Bad - 2007 Words

Drugs are bad, Mmkay? What doesn t kill us makes us stronger right? Well that s what athletes of this generation believe. They think if steroids or human growth hormones don t kill us and cause us to become stronger then it s totally worth it. Performance enhancement drugs are very harmful to a person s body and can cause huge Problems in an individual s life. Someone can have just a hint of these substances in their system from that time they tore a muscle and needed that edge to come back stronger. That small amount can cause someone to be accused of doping with performance enhancing drugs, and they can take everything they have worked for and take it away. Athletes think they are smart and can pass these tests or avoid them for long enough, but do not stop to think about what the consequences are for taking them. When athletes today are such idols and looked up to as much as they are, they should set better examples, like donating to charity and helping others instead of breaking rules and being involved in illegal activities. Athletes who have used, or are using these drugs should be stripped of trophies and awards they have won, because they have cheated and do not deserve the title. Rules were set in sports at the beginning of it all. Stating that if someone were to break these rules or cheat them, they would have to face the results of their actions. Such rules as if someone is found using performance enhancing drugs, everything they did during theShow MoreRelatedDrugs Are Bad For You2267 Words   |  10 Pagesdo drugs and are told that â€Å"drugs are bad for you,† in schools, at home and by many other authority figures. A child typically does not fully understand the reasoning behind this, all they know is that everyone is telling them that drugs are either bad, unhealthy or unsafe without real reasoning. As a child grows, he or she observes people that use drugs even though it is illegal and they do not understand why someone would go against the law and even jeopardize their health to use such drugs. TheRead MoreDrugs Are Bad For You2330 Words   |  10 PagesGrowing up, time and time again, we are urged not to do drugs and are told that â€Å"drugs are bad for you,† in schools, at home and by many other authority figures. A child typically does not fully understand the reasoning behind this, all they know is that everyone is telling them that drugs are either bad, unhealthy or unsafe without real reasoning. As a child matures, he or she observes people that use drugs even though it is illegal and they do not understand why someone would go against the lawRead MoreDrug Addiction : Bad And The Bone1247 Words   |  5 PagesDrug Addiction: Bad to the Bone The world, holistically, has faced many dilemmas. One that has plagued society for centuries is drug addiction. One might feel as if they’re too wise, too dominant, too up to speed to become addicted to drugs however addiction can lure anyone. Drug addiction has been an obstacle that has been a quandary for the nation, and people must be informed about. This includes the different addictive drugs and how they affect society. According to webmd.com, the definitionRead MoreDrugs, Alcohol And Bad Decisions1114 Words   |  5 PagesDrugs, alcohol and bad decisions can add up into different kinds of bad situations. Being under the influence in an uncontrolled situation tends to end up with a bad result, sometimes it s being raped, robbed or even killed. Sexual assault cases on college campuses have been on the rise in the last decade and the factors that come into play can make a sexual assault case impossible to give the correct punishments to the offenders from doing it again. According to the survey by the Association ofRead MoreIllegal Drugs Are Bad for Our Society3229 Words   |  13 PagesWhy Illegal Drugs are bad for our Society Allyce Beechy ENG/102 November 26, 2009 Kimberlyn Slagle Illegal drugs should not be allowed in America and we must strive together as a people to do whatever it takes to get them abolished (rid of). Illegal drugs have done more to hurt America than almost anything in our history; lowing the morals of the people, causing the destruction of human lives in the millions, destroying family life, corrupting major companies and businesses, leading ourRead MoreDrugs Are Bad, M’Kay. Drug Trafficking Is A Very Serious1074 Words   |  5 PagesDrugs are bad, m’kay. Drug trafficking is a very serious problem. Simple solutions such as legalization of the drugs to prevent all problems and taxing it to make money off of would be common sense but it doesn’t happen. I know that some drugs aren’t illegal in some states and countries but it hasn’t turned into a problem for them. I am curious to know more about how it affects the economy, why people do it, and what are resolutions for the issue. Most countries have to deal with it everywhereRead More‘Stop! No Drugs! Avoid Bad Guys And Companies! Don’T Do1962 Words   |  8 Pages‘Stop! No drugs! Avoid bad guys and companies! Don’t do drugs, if you have a problem better ask me!’- Such known phrases, told by parents to their children. But do they really see the problem? What causes it brings? The term drug, originally, means â€Å"medicine†, however, nowadays it means fatal narcotics such as cocaine heroine, marijuana and many others. Thousands of youngsters and adults dying yearly is case of drug abuse. Many teens nowadays try tobacco, alcohol and drugs just for once or only aRead MoreCan Depakote, An Antipsychotic Drug With A Bad Rap Change A Teenager s Life?1436 Words   |  6 PagesCan Depakote, An Antipsychotic Drug with a Bad Rap Change a Teenager’s Life? Help! The emergency 911 call goes â€Å"My child is having one of his psychotic episodes and I don’t know what to do!† A mother’s plea for help as she watches her teenage son’s manic episodes unfold; what is a mother to do? Since then, the teenager has been prescribed several antipsychotic drugs such as Aripiprazole (Abilify), thereafter, Risperidone (Risperdal) and a sleuth of others, but none curtails or controls his moodRead More Bad Neighbor Policy: Washington?s futile war on drugs in Latin America?3153 Words   |  13 PagesBook review: â€Å"Bad Neighbor Policy: Washington’s futile war on drugs in Latin America† Edited by Ted Galen Carpenter Overview Introductionnbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;nbsp;3 Read MoreRecreational Drugs Essay1047 Words   |  5 Pagesstatement is that recreational drugs are bad and good for you. It is also lot better for a recreational drug to be legal than keeping it illegal. Doing recreational drugs is bad for an individual health and bad for the society’s health has a full population. It leads to lot of other health issues, mentally and physically. Recreational drugs are addictive and would make the individual become addicted. Addicted would lead to lot other problems and sickness. Using recreational drugs through sharing of needles

The Role Of Literature Of Maternal Depression During...

Evaluating the Relationship of Literature of Maternal Depression during Prenatal Stages. Depression can occur at any time. We often hear talk of postpartum depression or the baby blues, which occurs shortly after the birth of a baby. Though we rarely discuss depression that occurs during pregnancy or prenatal depression. There are estimates that as many as 70% of women will experience symptoms of depression during pregnancy, making it a widespread concern. However, these depressive symptoms are often more minor than a full flown diagnostic depression, which is typically only seen in about 10-15 of pregnant women. Maternal depression during pregnancy is a mood disorder just like clinical depression. Mood disorders are biological illnesses†¦show more content†¦This is why getting the right help is so important for both mom and baby. The effects of prenatal depression can affect the offspring for lifetime. Mothers often don’t think about the long-term effects of depression on their offspring because the topic is not talked about on a regular basis. Prenatal maternal depression is associated with alterations in the neonatal amygdala microstructure, shedding light on the timing for the influence of prenatal maternal depression on the brain structure of the offspring (Qiu, Anh, Li, Chen, Graboi, Broekman, Kwek, Saw, Chong, Gluckman, Frortier, Meaney, 2015). Exposure to prenatal maternal depression increases the susceptibility for depression in the offspring and associates with an increase in neurobehavioral, cognitive and socio-emotional problems. A study completed by the Biomedical Engineering and Clinical Imaging Research Center, National University of Singapore stated that prenatal maternal depressive symptomatology alters the amygdala s functional connectivity in early postnatal life, which reveals that t he neuroimaging correlates of the familial transmission of phenotypes associated with maternal mood are apparent in infants at 6 months of age. Prenatal maternal depression is also associated with elevated maternal cortisol levels that, in turn, predict an enlarged amygdala in 7-year-old children. As increased amygdala volume is associated with depression,

Essay on Rhetoric of Resistance in Literature - 995 Words

Rhetoric of Resistance in Literature Throughout this semester we have read material focusing on slave narratives, authentic and fictionalized. Three very important pieces of literature during the period in which slavery was alive and well in this country that will be examined are: Narrative of the Life of Frederick Douglass, David Walkers Appeal and Henry Highland Garnets An Address to the Slaves of the United States of America. Each of these pieces proved to be material that was considered incendiary and blatantly militant for its fervor and rhetoric of resistance. These pieces each individually sought to intently teach and inform the slaves of Black America about their plight and to give them knowledge as to how and why†¦show more content†¦In that fight, Douglass conveys in not so uncertain terms that his master would need to kill him in order to succeed in beating him down, rather than he let him hurt him anymore. We see an example of the true spirit of Mr. Covey with his need to maintain a faà §ade of being a Negro breaker. Douglass has asserted his strength and will and for anyone to find out the truth of what transpired during the altercation would mean giving up Mr. Coveys well earned, unsubstantiated reputation. Douglass describes this period as being a glorious resurrection from the tomb of slavery, to the heaven of freedom.(299). The author goes on to talk of having his spirit resonate and rise to the highest level possible in that he was able to see his condition not as one that truly held him in his heart and mind, even if it held him in form. By this I mean to define that moment as one that releases his mind, allowing him the knowledge that he has power to contend with his oppressors and win. It gave him the courage to know that although slavery could hold one in form, through various means of apparent, and real bondage, it could not in fact contain and grip ones mind and spirit unless the enslaved person allowed it to do so. Slavery was a horrible canvas that encompassed all of America whether the North or the South. It sought not only to tear apart a nation but also rather systematically break down and obliterate a culture of a peopleShow MoreRelatedMalcolm X : An Influential Leader Of The Civil Rights Era1556 Words   |  7 Pagesinfluential leaders of the civil rights era, along with Martin Luther King Jr. I have chosen this speech because I think it shows prime examples of rhetoric. This speech was very important to the people of the civil rights movement as it motivated and empowered them not to back down and to fight back with force. He was adamant in his resistance to white oppression and very militant in his actions. He both invigorated and separated the African Americans through his controversial views andRead MoreAnalysis Of The Book Fahrenheit 451 1413 Words   |  6 Pagesa lifetime maybe to put some of his thoughts down, looking around at the world and life, and then I come along in two minutes and boom! it’s all over.† This was said by Guy Montag almost acting as a reminder to the reader that works of art and literature is a fragile thing. It is said in the future society that one of the many reasons that books and free thinking disappeared is because the world became a big game of â€Å"Don’t offend anyone.† Is this not true for today? If this was the stage set forRead MoreAnalysis Of Mohsin Hamid s The Reluctant Fundamentalist890 Words   |  4 PagesAmerican desire to go back to a Christian America, no longer complicated by the multiculturalism that Changez represents. In truth, many Americans did wish to go back to a more-Christian, whiter time. In Moving Through America: Race, Place and Resistance in Mohsin Hamid’s The Reluctant F undamentalist, Anna Hartnell argues that Hamid â€Å"portrays the destruction of the World Trade Center not as a definitive turning point in US discourses on race, religion or nation but rather as the violent disturbanceRead MoreSexuality, Obscenity, Community : Women, Muslims And The Hindu Public1475 Words   |  6 Pagesprint. (p.30) She examines the attempts made by British Colonial and Hindu moralists to utilize printed literature in order to promote a civilised, celibate society, and scrutinizes the ways in which this was used to police and discredit particularly female, but also male sexual and social identities. Gupta then sets this against the apparent obscenity and semi-pornographic nature of popular literature, and argues that this provided a â€Å"serious challenge† to the moralist mind-set by resisting and invertingRead MoreThe Unconverted Self By Jonathan Boyarin Essay1673 Words   |  7 Pagestime period. He differentiates this role from that of the Jews, by positioning Muslims as active military enemies of Christendom, while Jewish resistance came in a more passive ideological form (p. 36). He also draws on primary sources to show the way in which Indigenous peoples in New Spain were substituted into the role of Moors and Muslims in popular rhetoric (p. 40). However, after this brief discussion of Muslims, Boyarin once again returns to examining the idea of Christian space and identityRead MoreThe Pursuit Of The Romantic Movement774 Words   |  4 Pagesprogress such as the methodical Popperians7 and adamantly structural Kuhnians, discussing any cultural influence, beyond desire for objective knowledge, was (mostly) moot8. Kuhn s conceptualisation of â€Å"paradigm shifts† was defined by observational resistance in work and eventual â€Å"Gesalt switches† that emphasised the fixed role of isolated (male, and mostly middle and upper class in example) professionals overcoming pre-ordained challenges (although Kuhn did pay lip service to earlier ideas of romanticRead MoreComparing Martin Luther King Jrs Letter from a Birmingham Jail and Amata Millers The Many Faces of Social Justice1387 Words   |  6 PagesThere are several points of similarities and differences found within Martin Luther King Jr.s Letter from a Birmingham jail and Amata Millers The many faces of social justice. One can interpret both of these essays as literature promoting equality and ending issues of racism. However, a thorough analysis of each work indicates that both authors advocate a difference approach in achieving what are similar ends. An examination of the authors respective works indicates that Millers methodologyRead MoreRhetorical Analysis Of Hip Hop Music1182 Words   |  5 Pagessuperlative background on these issues. The audience targeted by this literature were seemingly music enthusiasts to be educated on understanding what Hip-Hop entails and hoped to achieve this as it was established. The subject was Hip-Hop as a music genre that was largely developed by African American men to express their plight on injustice and oppression. The principal issue was how Hip-Hop has been used as a form of resistance and need for deliverance of the African Americans. The author was categoricalRead MoreThe Book of the City of Ladies Essay1384 Words   |  6 PagesWomen in History and the Rise of the City of Ladies Prior to and throughout the late middle ages, women have been portrayed in literature as vile and corrupt. During this time, Christine de Pizan became a well educated woman and counteracted the previous notions of men’s slander against women. With her literary works, Pizan illustrated to her readers and women that though education they can aspire to be something greater than what is written in history. Through the use of real historical examplesRead MoreThe Rights Of Indigenous People934 Words   |  4 Pageshearing and walking abilities. Toxins travel to large organs and in pregnant women the mercury settles in the fetus, leading to severe birth defects (Vecsey 1987). There are also hidden effects, including things like miscarriage and lowered resistance to alcohol and infections† (ibid: 295). At first, Ottawa, Health Canada and Ontario Ministry of Health conducted diligent tests of Grassy Narrows’ mercury levels and â€Å"media accounts of the pollution raised Canadian consciousness about the horror†

Luxury Car Renting Service for Entrepreneurship - myassignmenthelp

Question: Discuss about theLuxury Car Renting Service for Entrepreneurship. Answer: Introduction Entrepreneurship is the process of starting a new business and the person who starts the business is known as an entrepreneur (Drucker, 2014). Entrepreneurship is crucial to the growth of the economy. This is precisely why governments of various countries provide extensive subsidies and tax rebates to entrepreneurs in order to encourage them. This report throws light upon the new business of renting luxury cars to people for short durations. Need Identification For the success of any business, it is essential to analyze a need gap in the market and work towards fulfilling that need (Baker, 2016). Owing to the increasing price as well as increasing traffic on the roads, governments are encouraging people to use public transport. There are various tourists who visit the country and find it difficult to rent out good quality cars. Most of the car renting businesses do not provide good quality cars. Therefore, there is a need in the market to create a business where luxury cars could be rented out to people for a pre-defined duration. Business overview This business would adopt a low cost of development strategy. Instead of buying cars and then renting out to customers, the business would create a platform where luxury car owners can register their cars to be given on rent and customers who need cars for a few days can select the car that they like, specify the duration and rent the car. Target Market Target market of a business includes the set of customers whose needs the business aims to fulfill (Armstrong et. al., 2015). The predominant target market of the business would include tourists who are visiting the city for a few days and need a car to travel around the city. Moreover, people who wish to travel to nearby destinations for weekend getaways or personal events will also be targeted. Target market of a business is defined post dividing the marketing into various segments based on geography, psychographic or demography. The target market for the business would include: Demographic segmentation: This business would target customers belonging to the high income group of the society. The business would target adults over the age of 24 and families on vacations. Psychographic segmentation: The business would target customers who lead a lavish lifestyle and technologically savvy. Benefits of the model Two important benefits of the model include that people who own luxury cars can earn some money on their cars while customers who need cars to travel can avail the facility of having a car for the particular duration as they require. This business model is therefore an important platform for bridging luxury car owners and luxury car renters. Business model The owners of cars can register their cars with the business using the companys mobile application. The owners cars would be tested for quality and legal ownership. The customers who wish to rent the car can register on the mobile application and rent out their preferred car for their preferred time duration. The customers identity would be validated and police verification would be conducted. Customers renting the car would pay a 70% advance fee. 60% of the total fee would be provided to the car owners of which 20% would be paid in advance and 40% would be paid after returning the car post service, repair and cleaning. Customer who rent the car would also pay a fixed refundable deposit that would be returned to them upon returning the car and ensuring the state of car or required repairmens. Organizational structure As a start-up, the business would have two owners, two people in the HR department and a 12 people sales team. 5 members of the sales team would target owners of luxury cars and get them to register with the business. The remaining 7 members of the sales team would target customers who are interested in renting cars. Two people of the organization would be dedicated to ensuring the effectiveness and efficacy of the organizations IT. The organization would adopt a flat hierarchical structure and enable open communication within the business. Open communication creates transparency and improved organizational culture (Alvesson, 2012). Sources of finance Business would approach angel investors for initial round of finance. The organization would require an initial funding in order to fulfill the following objectives: The approximate funding required by the business would be close to AUD 150000. Particulars Approximate expenses Human resource management Recruitment and employee salaries AUD 30000 Office expenses rent and infrastructure AUD 50000 IT expenses AUD 45000 Sales cost AUD 12000 Office overheads AUD 7000 Total AUD 144000 Marketing Mix For the success of a business, it is imperative to define the marketing mix of the business. The marketing mix involves identifying the 4Ps of the business. Product, Price, Place and Promotion are the primary 4 Ps of the business (Wilson Gilligan, 2012). Product The core product is the original primary product offered by the business (Khan, 2014). The core product in this case is ideally a service of renting luxury cars. The actual product offered by the brand is the timely delivery of the car to the customer on requested time. The car would be given to customers in perfect quality. GPS would be installed in every car in order to track the customers location. Once the customer returns the car, the owners will receive their cars back after cleaning and servicing. The augmented offering of the service includes the luxury and the convenience offered to customers. Place The startup would be established at Sydney. However, customers from all over Australia would be targeted. The sales team would be travelling to different parts of the country to target customers. Price The business would adopt a premium pricing strategy. This strategy involves pricing a product or service higher than the market price in order to encourage favorable perception among buyers (Nagle, 2016). This business is differentiated from other car renting services by targeting a niche group of customers who demand only luxury cars and would be willing to pay a premium price for the service. Dynamic pricing strategy would also be adopted by the business. This strategy follows a dynamic pricing routine wherein price varies depending upon the demand of the service (Abrate, 2012). Promotion Promotion strategies are adopted by businesses to reach out to their consumers. The following promotion strategies would be adopted by the business: Social media marketing: SMM involves marketing of a product or service via social media platforms including Facebook, Instagram, Twitter and Pinterest (Tuten Solomon, 2017). Social media marketing enables a business to reach out to a wide number of audience through a single platform. Digital marketing: Promoting any product or service using digital media is a form of digital marketing (Smith, 2011). Digital marketing strategies would be adopted by the business to optimize the businesss search over various search engines including Bing, Yahoo or Google. Billboards and Hoardings: In order to introduce a new product to the market, advertising the product via billboards and hoardings are an attractive way to enhance awareness about the brand. This strategy would adopted by the business introduced to reach out to different geographical customer segments within Australia. Conclusion Entrepreneurship breeds on innovation, creativity and an existing need gap in the market that needs to be fulfilled. This report highlights upon a new business idea of renting luxury cars to people for short duration. The business mode consists of a mobile application where car owners can register their cars and customers can rent out cars for a specific duration. It is a premium priced service with an aim to provide luxury cars to tourists and families on vacations. Promoting the business through innovative digital marketing strategies would enable the business to reach out to wider audience. 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