Free Morphemes in English, Definition and Example

A free morpheme is a  morpheme (or word element) that can stand alone as a word. It is also called an  unbound morpheme or a free-standing morpheme.  A free morpheme is the opposite of a bound morpheme, a word element that cannot stand alone as a  word. Many words in English consist of a single free morpheme. For example, each word in the following sentence is a distinct morpheme: I need to go now, but you can stay. Put another way, none of the nine words in that sentence can be divided into smaller parts that are also meaningful. There are two basic kinds of free morphemes: content words and function words. Examples and Observations A simple word consists of a single morpheme, and so is a free morpheme, a morpheme with the potential for independent occurrence.  In The farmer kills the duckling the  free morphemes are the, farm, kill and duck. It is important to notice here that (in this sentence) not all of these free morphemes are words in the sense of minimal free forms--farm and duck are cases in point. (William McGregor,  Linguistics: An Introduction. Continuum, 2009) Free Morphemes and Bound Morphemes A word like house or dog is called a free morpheme because it can occur in isolation and cannot be divided into smaller meaning units...The word quickest...is composed of two morphemes, one bound and one free. The word quick is the free morpheme and carries the basic meaning of the word. The est makes the word a superlative and is a bound morpheme because it cannot stand alone and be meaningful. (Donald G. Ellis, From Language to Communication. Lawrence Erlbaum, 1999) Two Basic Types of Free Morphemes Morphemes can be divided into two general classes. Free morphemes are those which can stand alone as words of a language, whereas bound morphemes must be attached to other morphemes. Most roots in English are free morphemes (for example, dog, syntax, and to), although there are a few cases of roots (like -gruntle as in disgruntle) that must be combined with another bound morpheme in order to surface as an acceptable lexical item... Free morphemes can be further subdivided into content words and function words. Content words, as their name suggests, carry most of the content of a sentence. Function words generally perform some kind of grammatical role, carrying little meaning of their own. One circumstance in which the distinction between function words and content words is useful is when one is inclined to keep wordiness to a minimum; for example, when drafting a telegram, where every word costs money. In such a circumstance, one tends to leave out most of the function words (like to, that, and, there, some, and but), concentrating instead on content words to convey the gist of the message. (Steven Weisler and Slavoljub P. Milekic, Theory of Language. MIT Press, 1999)

President Justice Earl Warren Courts - 1472 Words

Warren Courts Chief Justice Earl Warren joined the courts right amidst a standout amongst the most imperative issues, racial isolation in government funded schools. His commitment to racial fairness still stands as a demonstration of his part as an uncommon pioneer. Racial isolation was by all account not the only thing that the Warren Courts affected; it ensured individuals first Amendment rights and also blended up criminal method. The Warren Court extended social equality, common freedoms, legal force, and government power. Chief Justice Earl Warren could accomplish more than generally presidents. Warren announced, particular however rise to tenet lays on fundamental commence that the Negro race is second rate, yet considering the brains and contention of the dark councilman Thurgood Marshall demonstrates they are not mediocre. In the matter of Brown v. Leading body of Education of Topeka, the Court talked in a consistent choice composed by Warren himself. The choice held that racial isolation of kids in government funded schools damaged the Equal Protection Clause of the Fourteenth Amendment, which expresses that no state should make or implement any law which might deny to any individual inside its ward the equivalent insurance of the laws. The Court noticed that Congress, when drafting the Fourteenth Amendment in the 1860s, did not explicitly expect to require mix of government funded schools. Then again, that Amendment did not disallow incorporation.Show MoreRelatedUnique Paths to the Supreme Court Essay1013 Words   |  5 Pagessupreme Court†. With incredible adap tability, the Constitution has stood the test of time. Largely due to the limited specificity as to the application of its words, the Constitution has allowed the character of the Court to be historically defined by the individuals who have held the position of â€Å"Chief Justice of the United States†. The ideology and individual Constitutional interpretation of each Chief Justice has changed both the influential power and message of the Court. Earl Warren, Warren BurgerRead MoreThe Life and Work of Carl Warren1400 Words   |  6 PagesCarl Warren was appointed the 14th Chief Justice of the U.S. Supreme Court in 1953. Warren was appointed to take the place of the current Chief Justice Fred Vinson who died suddenly of a heart attack. So, Warren immediately began his term in the Supreme Court and did not get Senate approval with March 1, 1954 on a simple voice vote of the full Senate without any of the typical confirmation hearings by the Senate Judiciary Committee, This approval process was very noncontroversial and withoutRead More Chief Justice Earl Warren Essay1392 Words   |  6 PagesChief Justice Earl Warren Earl Warren was born March 19, 1891 in Los Angeles, California. Earl’s father was a Norwegian immigrant, which left him dealing with prejudice and equal rights at a very young age (Grace, 1). This lead to early indications that law would be Earl’s profession. Even before entering High School, he listened to criminal cases at the Kern County courthouse. Attending the University of California at Berkeley, Warren worked his way through college. He majored in political scienceRead MoreWilliam Warren V. Warren Court1496 Words   |  6 PagesAmerican history, the duration in which Earl Warren served as Chief Justice of the United States Supreme Court (1953 to 1969) witnessed a vigorous court fearless to challenge controversial issues. Changing the way Americans today perceive their relationship with their government, an activist court did much to expand the rights of the individual and the power of the federal government to enforce civil rights legislation. Not since then has the Supreme Court generated so much power in shaping AmericanRead MoreThe Segregated School Systems Throughout The United States1395 Words   |  6 Pagesequal. However, the federal district court ruled with the Kansas school board. By referencing the â€Å"separate but equal† doctrine in the case of Plessy v. Ferguson, the Kansas public schools were equal enough to be considered constitutional. As black families across the nation searched for equality for their children, other district courts were also deciding cases based on the rationale â€Å"separate but equal†. Discontent with the decisions made by the various lower courts, the NAACP, a major civil rightsRead MoreChief Justice Earl Warren s Justice2166 Words   |  9 PagesChief Justice Earl Warren accomplished a great deal before finally being appointed as the Chief Justice. He was elected as the Governor of California, and served three consecutive terms of office. In his early years he was the District A ttorney in California and also served as the Attorney General of California. In his time as a District Attorney Warren earned himself a reputation for being tough on crime, he soon gained a statewide reputation as a tough, no-nonsense district attorney who foughtRead MoreThe Supreme Court Is The Court1536 Words   |  7 PagesThe American Supreme Court is the highest court in the country. The Supreme Court has the final say in issues that have been brought to lower court’s but have been unresolved. The job of the Supreme Court is to determine if the Constitution says what the end result of an issue should be. The Supreme Court was designed to be unbiased and make it’s choices purely based on what the law says. The nine people who are appointed to the Supreme Court are called Justices. They are elected to their positionRead MoreTennessee Chief Justice Of The United States1511 Words   |  7 PagesEarl Warren was a politician and eventually a renown jurist. He served a s the 30th Governor of California and the 14th Chief Justice of the U.S. As the 14th Chief Justice, he was in charge of the Warren Court, now known as one of the most liberal courts in the history of the U.S. Warren led landmark decisions like Brown v. Board of Education, Gideon v. Wainwright, Reynolds v. Sims, and Miranda v. Arizona that strengthened the power of the judicial branch to be in par with the other two branches.Read MoreThe Disintegration Of Integration Of America s Schools932 Words   |  4 Pagesseries of appeals presented to the Supreme Court at about the same time other court cases around the United States dealt with the same issues of equal rights of what was taught in the schools, how it was taught, and bussing of students (â€Å"What Was Brown...†). Thurgood Marshall, chief attorney for Brown who later became a Supreme Court Justice, stood before the Supreme Court of the United States and presented a case against the gross inequities and in justice of se gregation in the schools of AmericaRead MoreHow Far Had African Americans Progressed in Gaining Better Civil Rights by 1960?1214 Words   |  5 Pagesa significant amount of progress for African American civil rights by 1960, there were still problems to be dealt with: only 800,000 out of 20 million black people were registered to vote in 1963, although it was a slowly rising number; in 1962, President Kennedy signed an executive order to end discrimination in federal housing construction, but there were still black ghettos in cities such as Chicago, Detroit and New York. Firstly, despite the high enlistment rate of black people in the army

The Ethics And Social Responsibility - 1040 Words

ETHNIC REFLECTION Vernedia Marie Tucker Dr. Govan Webster University of Little Rock, Arkansas Abstract Every individual view ethics differently. No matter how one view ethics at the end of the day ethics is a determination of an individual’s own belief of what is right or wrong. Corporate social responsibility (CSR) is defined as â€Å"the notion that corporations have an obligation to constituent group’s union contracts.† No matter how one may view ethics and social responsibility in developing a strategic plan, or considering the stakeholders needs. Ethnic Ethics are defined as â€Å"the inner guiding moral principles, values, and beliefs use to analyze or interpret a situation and then decide what is the right or appropriate way to behave† . In other words, ethics represent the way people should act. When a person behaves ethically, they follow the rules of conduct that respects the rights of a particular group or individual, distinguishing between right and wrong. In regards to business, ethics has a say in the decisions managers make since these decisions will affect the overall success of the organization. It is important for management and companies to behave ethically. â€Å"When making business decisions, the claims of all stakeholders have to be considered.† A company’s stance on social responsibility is the way itsShow MoreRelatedEthics And Social Responsibility859 Words   |  3 Pagesï » ¿Ethics and social responsibility 1. Introduction The contemporaneous business environment is more dynamic and more competitive than ever, reflecting a wide array of changes and challenges emerged from within the micro and the macro environments. An important example at this level is represented by the increasing pressures posed by the various categories of stakeholders. The employees become more knowledgeable, more valuable and as such more demanding; the competition intensifies from bothRead MoreEthics and Social Responsibility1313 Words   |  6 PagesEthics and Social Responsibility MGT/498 February 26, 2013 Ethics and Social Responsibility Companies, such as Enron and WorldCom brought new awareness of the terms ethics and social responsibility. Thus, corporations are including ethics as part of the company’s strategic planning objectives (Cato Institute, 2013). This writing will assess the role of ethics and social responsibility in developing a corporate strategic plan. Further, the considerationsRead MoreEthics and Social Responsibility1129 Words   |  5 Pagestop in the industry. SC Johnsons commitment to each country they perform business in, is to be an innovative one stop shop for products that offer environmental benefits. Communication and green choices are essential in SC Johnsons cross-cultural ethics. SC Johnson is a global organization with a multinational presence that has manufactured household brands for over a century. Their worldwide locations include Africa, Asia, Europe, North America, and Australia. SC Johnson formerly stated theRead MoreThe, Ethics, And Social Responsibility1752 Words   |  8 PagesThe argument of whether or not â€Å"values†, ethics, and social responsibility should be included in the business world is a fiercely debated subject. Some are completely against including ethics within the business sphere and that in order to stay competitive, a company should do whatever it takes to survive in the dog eat dog world. The proponents of keeping ethics separate from business would claim that going for profit in perfectly competitive markets will work so that society will be served inRead MoreSocial Responsibility And Ethics Of An Organization Essay1265 Words   |  6 PagesSocial Responsibility and Ethics Social responsibility and ethics are a part of the rules and regulations that an organization must comply with in order to meet the moral standards. It is best to observe the standards of ethic and social responsibility in any type of management. An organization normally has policies already put in place that both the employee and proprietor has to follow. There is a procedure that is laid out from step one to the final step that will keep all involve safeRead MoreSocial Responsibility And Business Ethics Essay1470 Words   |  6 Pagesrole of social responsibility in business organizations and society. This paper will compare similarities and differences between Cohen’s perspective on social responsibility to the social responsibility and business ethics theories of Drucker and Milton Friedman. Furthermore, this paper will provide a frame of reference on corporate social responsibility and business ethics presented in other research. Social Responsibility Defined Cohen, 2009 wrote in his article that Drucker defined social responsibilityRead MoreBusiness Ethics And Social Responsibility1167 Words   |  5 PagesCOMPARITIVE BUSINESS ETHICS AND SOCIAL RESPONSIBILITY Essay on Ethics and corporate Social Responsibilities SUBMITTED BY: Karuna Shrestha SID# TIA2346 SUBMITTED TO: Understanding Ethics and CSR (Corporate Social Responsibilities) Corporate social responsibility is no more characterized by the amount of cash an organization adds to charities, yet by its general inclusion in exercises that enhance the nature of individuals lives. Corporate Responsibility has come up as a huge topic in theRead MoreCorporate Ethics And Social Responsibility1528 Words   |  7 Pages Corporate Ethics and Social Responsibility Amanda Rabius PHL/320 10/9/17 Hank Reeves â€Æ' Corporate Ethics and Social Responsibility Ethics and Corporate Social Responsibility in the corporate world are very important. By understanding business ethics and socially responsibility, companies can develop and implement a socially responsible plan. Organizations are no doubt an assembly line of different networks that are both complex and dynamic in nature which face various conflicts. With this, a qualitativeRead MoreEthics And Corporate Social Responsibility1637 Words   |  7 Pagescontributed to Managing Sustainability: Ethics and Corporate Social Responsibility in the post-bureaucratic era. â€Å"Leadership is the process of directing, controlling, motivating and inspiring staff toward the realization of stated organizational goals† (Clegg, S.R. Kornberger, M. Pitsis. 2011, p.126.) Leadership in the post-bureaucratic era is essential for the success of a company, and also plays part into the Sustainability of Ethics and Corporate Social Responsibility for an enterprise. In this essayRead MoreThe Concepts of Ethics and Social Responsibility866 Words   |  4 PagesThe concepts of ethics and social responsibility, in business, are whatever the company wants them to be. There is no fixed definition, so the company must make its own determination. Schulman (2006) notes that ethics and social responsibility factor into strategy because, like strategy, they cut to the essential core of the organization. Questions like What do we stand for?, What is our purpose?, and What values do we have? are central to both the ethics of the organization and its business

Incorporating Nonverbal Communication into Dietetics and...

1.1 Introduction This research paper makes recommendations for incorporating nonverbal communication into Dietetics and Nutrition. 1.2 Limitations This report is limited to paralinguistics, gestures, clothing and adornment within nonverbal communication in the field of Dietetics and Nutrition. 1.3 Scope This report aims to highlight the importance of paralinguistics, gestures, clothing and adornment in the setting of Dietetics and Nutrition. Peer reviewed articles and theoretical evidence provided to address how we change individual’s perceptions of professionals by using nonverbal behaviours therefore effecting client health outcomes. Advice and strategies for improving client /professional relationships are included.†¦show more content†¦The appearance of a person helps to make a positive impact. The way one looks and presents oneself indicates the importance one attaches to one’s presence or participation in the occasion. (p. 22). A uniform can identify a professional and implicate a certain level of trust and respect by a client. However, in the field of dietetics and nutrition there is no particular uniform, therefore choosing appropriate clothing attire to gain clients trust can be an issue. Therefore, it is identified that â€Å"The nursing, medical and communication literature shows that a professional’s dress attire is relevant to client-professional interactions because it strongly influences client’s perceptions of their professional’s characteristics† (Heitmeyer Goldsmith, 1990; Nair et al., 2002, as cited in Cant, 2009, p. 504). Hence, clothing and adornment can affect client/professional relationships. 4.0 Paralinguistics 4.1 Paralinguistics in Dietetics and Nutrition Paralinguistics conveys meanings of the words used and not used during communication. â€Å"Paralinguistics: the properties of voices, separate from the words being spoken, that can convey meanings† (Eunson, 2012, p. 263). Mishra (2009) explains; Communication is not merely the use of words, but also includes nonverbal cues, such as, pauses and silence, in addition to the demonstration of vocal characteristics

Critical Thinking- Ancient Rome free essay sample

Why were early Rome’s conquests so successful? The Romans were great diplomats. They were firm when necessary and smart about granting citizenship. They also let citizens participate in domestic affairs. Their military was made up of strong, persistent soldiers. If a substantial amount of men were lost in battle they wouldn’t just surrender, but instead recruit new soldiers. They would build up new armies so that they could keep fighting. The Romans were also good strategists. By the year 264 BCE Rome had established colonies in strategic spots throughout Italy.By connecting these settlements with roads, they built a military and communication network that helped them rule more effectively. By getting military help from allies, they mobilized Italy’s military manpower. 2. What were the Punic Wars, and why were they so important in the development of Rome? The first Punic war made Sicily the first Roman province. The Romans wanted to conquer Sicily, but realized that they couldn’t win the war without a navy. The developed a massive navy which defeated the Carthaginian naval fleet off Sicily, ending the war.The second Punic war lasted from 218 to 201 BCE. Carthage tried to gain more land to make up for the loss of Sicily. Rome got Carthage’s allies to revolt against them and Carthage fought back. Carthage wanted to bring the fight to Rome and defeat them in their own territory. The Romans lost several thousand men during battle, but they never gave up. They built a new army and reconquered Halian cities that had gone over to the enemy’s side. Rome’s strategy was to undermine Carthage’s empire in Spain. By 206 the Carthaginians were pushed out of Spain and the war was taken to Carthage.A peace treaty was signed in 201 and Spain became a Roman province, making Rome the supreme power in the western Mediterranean. About fifty years after that, Carthage broke the treaty by going to war with some of Rome’s allies. Rome took this opportunity to destroy Carthage in 146 BCE. 3. What was the role of women in Roman society? The heart of the social community in Rome was family- the paterfamilias. Like in so many other societies, men were dominant. Women needed male guardians because of the sex’s weakness. The fathers arranged his daughter’s marriage.If a marriage was done â€Å"with legal rights† then the husband gain legal control of his wife, however, a marriage could be done â€Å"without legal rights† and the wife would remain under her father’s legal control. If the father died she would have independent property rights that could be translated into power in and outside the household. Some upper-class girls got an education, whether through a private tutor or by going to a primary school, but at the age that a boy would be going to secondary school, a girl would be getting married. The legal minimum for marriage was age 12, but age 14 was more common. Doctors advised against early pregnancy because it could harm the girl, but early marriage still happened because girls died young. By the 2nd century CE, husband’s utter authority was gone, and by the late 2nd century females no longer needed a male guardian. Upper-class women had more freedom and independence. They had the right to have, inherit, and dispose of property. Wives weren’t separated from males. They could go to the theater, races and events at the amphitheater, although, they did sit in different sections at the theater and in the amphitheater.Women weren’t allowed to be involved in politics but they could influence such things through their husbands. 4. What were the foundations of early Christianity and how did its rise transform Rome? Roman persecution made Christians become more organized. They made bishops/clergy separate from normal members of the church and creating structure. Rome responded to this with more systematic persecution, but this approach doesn’t work. Christianity became too strong to defeat with force. Christianity had a lot to offer, such as the promise of salvation for people in all different roles of society- rich, poor, aristocrats, slaves, men and women.They had an emphasis on equality. The religion was also familiar. It was another religion offering immortality thanks to the sacrifice of a savior-god, but it offered more. Jesus was relatable because he was also human. Christianity fulfilled the need to belong and created communities. People could express love by helping one another, the poor, sick, widows and orphans. It offered women new roles and friendship with other women. Some women fostered the religion in their homes and preached to townspeople. Some even died for their faith. Constantine was the 1st Christian emperor.In 313 he used the Edict of Milan to officially declare the tolerance of Christianity. Theodosius â€Å"the great† made it the official religion of Rome. 5. What did the Roman and Han empires have in common and in what ways were they different? Both Rome and the Han Empire controlled large areas of the world during the beginning of the 1st millennium CE and lasted for centuries. Both grew into areas with different languages, ethnic groups and ways of life. They carried legal and political institutions, technical skills and languages throughout their empires. They created centralized control with great success.They built complicated road systems, relied on provincial officials and towns/cities as administration centers. Architectural features in capital cities were found in providential towns on a smaller scale. Their settled conditions allowed for high agricultural production. In both empires, family was the heart of social structure and the men were in charge. Duty, courage, obedience and discipline were values that strengthened their empires. Wealth deepened on agriculture and free peasants were the backbone. There was a gradual conversion from peasants to tenant farmers.However there were some differences. Social mobility was greater in Rome, merchants were in higher regard and they were more dependent on military force. China had a more stable government because of things like the Mandate of heaven. Both suffered from overexpansion, protected its borders with wall and forts and were overcome by nomadic people. Xiegnu overtook the Han dynasty and Rome was overtaken by Germanic peoples. There is one major difference. The Chinese imperial tradition, class structure and values that were a part of the Han dynasty lived on, but the Roman empire only lived on as an idea.

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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