CASE STUDY Essay Example | Topics and Well Written Essays - 750 words - 4

CASE STUDY - Essay Example In 1972 the company reported Net Income of $172.7 million that increased by more than hundred percent to $497.3 million. The financial performance of the company was characterized by steady and consistent growth and rising profitability. AHP increased revenues, earnings and shareholders’ dividends for straight 29 years. The company managed to retain the growth in the range of 10 percent and 15 percent in recent years. This growth was financed by the company through internal means even though it paid roughly 60 percent of the earnings as dividends. The earnings growth of the company boosted the share price of the company by nearly three times. The steady growth in sales and rising EPS made the shares of the company an attractive ‘buy’ among the institutional investors. The low debt exposure of AHP seemed to work in favor of the company as it gained wider acceptance from the institutional investors. To couple with this the steady rise in the return on equity of the company seemed to attract more number of buyers which can be the reason for the three fold rise in the share price of the company. The cash flow position of the company was also very strong as evident from the steady rise in the Cash position of the company. In 1976 the company had Cash of nearly $358.8 million that grew to $729.1 million. Even though the company declared a generous portion of the profits as dividend the cash reserves of the company kept rising steadily. In fact the growth in cash reserves even outpaced the growth rate in sales and profits. This ensured that the liquidity position of the company remained strong. A high liquidity, as measured by a high current ratio, is a good sign as it signifies that the company is capable of taking care of any financial emergency (Siegel, et al., 1997, pp80). Warner Lambert was the only company that was comparable to AHP. Like AHP the former also operated in roughly the same businesses and had a debt

Affordances of an Educational Technology Tool (Blogs) Essay

Affordances of an Educational Technology Tool (Blogs) - Essay Example As the paper stresses Bogging as an ICT tool in the math classroom and other academic contexts, for that matter, has benefits as â€Å"a method of public discourse of the information society†.The â€Å"blog† as a tool of information and communication technology exhibits strengths in â€Å"the innovative possibilities for interactive relationships between learner and the ICT system†¦the blog is a method of discourse and discussion which opens up new possibilities for illustrating instructional learning tasks and facilitating the understanding and comprehension of mathematical phenomena† . According to the report findings participating in ‘collaborative construction of knowledge’ is an effective strength of blogging. The instructional method of ‘co-operative learning’ is often effectively demonstrated in the ICT learning environment. Blogging offers the opportunities for dialogue and discussion that are both motivational and social in educational context, including the mathematics classroom. Developmental and cognitive elaborations (from teachers and students) provide the opportunities and affordances of learning resources and support, i.e. The ICT collaborative learning camps. 'Collaborative constructions of knowledge’ are the learning outcomes of deductive/inductive logic, blogging of math theories, blogging on cognitive perspectives. ICT, with use of blogging techniques, â€Å"focuses on collaboration through the computer or computer-supported collaborative learning (CSCL), assisted by different network-based collaborative tools, wi thin the math classrooms†.

ICT Coursework Essay Example for Free

ICT Coursework Essay Mellor Village is an area that only has three doctors who all work individually in the same community. I am their ICT system analyst to help them through the process of creating a better organised health centre. This medical centre will be named Mellor Village Health Centre and will have new logo and slogan and I will create a database too. The new medical centre will have a sufficient amount of staff which will include the following: * 3 doctors * 2 medical centre nurses * 2 district nurses * 1 health centre manager * 1 secretary * 3 receptionists * 1 counsellor * 1 health visitor * 1 midwife PROBLEMS * The first problem is that all the patient records are on a paper-based system, there are no computers . This is risky because papers and files can get misplaced. So loads of files in cabinets takes up a lot of space. Also tea could be spilt on it by accident and important patient information would be destroyed. * Another problem is that people make appointments and they dont turn up or forget they had one. This creates confusion and wastes the doctors time. Also minor appointments take up the time which could be needed for emergency appointments. * Staff need to be trained on how to use the computer whilst putting patient records on it and this is a major necessity. * Also there will be more staff so more money will be needed to give out wages to everyone and there wont be enough money to give out. SOLUTION * The solution to the first problem is that by creating a computer system the records of all the patients will be put on the computer and they wont take up any space because everything will be stored on the computer. Also they will stay safe on the computers, this means there will be as revolutionary paper-less office. * Staff will be the only ones to view patient information so this will reduce the risk of hackers hacking in the files. * Another solution is that creating a logo and a slogan will be very easy because it will be done using the computer. Which will be efficient and there will be a variety of choices for my logo and slogan. Plan For Relational Database I will create my relational database by going onto Microsoft access. There I will create one table in design view to store each patients main records of contact. This will be table 1 and it will have records such as; * Title * Surname, * Forename, * Address, * Medical No, * Telephone, * Medical history * Gender The medical number will be the primary key. Further I will put the patients information in and save this as table 1 and close it down. I will then create a second table in design view which will be called table 2. It will have fields such as: * Surname, * Medical number, * Doctors name, * Date of appointment * Time of appointment * Ailment. The medical number is the primary key because it is the unique key field for each record. I will put each individual persons information in detail in this table. I will then save this as table 2 and close it down. There will be two tables because one will just include identity and address of the patients. The second table has to be made because it is more in-depth information into each persons medical services and problems. I will go on tools -relationships and add table 1 and 2 and close it down. Thirdly Ill go on relationships edit relationships and go on create new and press ok. Furthermore, I will click on enforce referential integrity and Ill click create. This will be saved and closed. Furthermore by clicking on + on each record of table 1 that persons appointment time and table 2 information will come up. This is a relational database in which both tables relate to each other. The importance of a relational database is that all the data doesnt have to be stored in one large table and all the data is linked together by the key fields and the database management system. It is more better and beneficial than a flat-file database. Feasibility Study The computerised solution will reduce paperwork because all patient records will be stored on a computer system. All the data will be on a database. This will reduce the amount of files and filing cabinets. The solution speeds up the process considerably, because it takes less time to store data on a computer, and it doesnt waste the doctors time. So if the staff works for less hours they will be paid less wages, which will mean the centre will have to give out less money. It also creates fewer mistakes because the spellchecker corrects and identifies the errors in grammar with validation and verification. It provides better reports for the managers because they are clearer, neater and more presentable. These potential benefits outweigh the costs involved of introducing the new system. This is because the benefits are: * That time is used efficiently and not wasted. * It is also easier to make a back-up copy after typing something up. * There is ultimate accuracy because the spell checker identifies the mistakes. These are then verified and validated.Fewer mistakes are made and this is how the computerised solution will improve and increase accuracy. * The Data Protection Act will keep the patient details and data safe by password protection. This reduces the risks of hackers gaining access to confidential files. The costs are: * that the computer could be hacked in or files could be lost. * The computers take up a lot of space too. * Viruses could delete all the information. * There are more staff so more wages has to be given out. * The staff have to be trained on how to use the computer if they dont know. This will cost money and time. * There are health and safety risks because eyes will be strained and eyesight could get worse. * Also they could have back ache and hand ache with sitting in one position too long and holding the mouse for long periods.

The Marketing Audits Lo1 Marketing Essay

The Marketing Audits Lo1 Marketing Essay a. There are two components of marketing environment micro and macro components some of these are uncontrollable and some of them are controllable. Political, economic, Social, Technological, Legal forces, and indirect competitors are macro components of this environment. These are also uncontrollable forces. Customers, direct competitors, distributors, suppliers, sources of finance and the public are the micro components of the environment. The audit is the means by which a company can understand how it is related and integrated to the environment in which it operates. Audit divided into two parts, which are external and internal audit. Market is subject to continuous change so marketing techniques adopted by a company needs to be dynamic and open to changes. If a company is not ready to embrace the new challenges and opportunities that a changing, developing market has to offer it is doom to diminish its activities. Therefore, like financial auditing marketing auditing is essential before introducing a new marketing plan. For instance, McDonalds did not pay attention to the changing needs of customers and altering market. McDonalds eventually changed its longer-term strategic marketing plan after gaining a dull understanding of the market. There are number of techniques and tools to assess organizational capabilities such as Value chain analysis, SWOT Analysis, TOWS Analysis, Porters Five Forces, and BCG Matrix. Lets assume that Starbucks is using Value Chain Analysis. It will go through these points to fully analyze it. Inbound Logistics: To acquire one of the highest quality beans available Starbucks collaborated with a little town to buy the entire stock of beans available. Operations: the beans that are bought are roasted in Starbucks own roaster and if the sample is not in the same quality with the other samples it is being discarded. Therefore, it is a pretty complex operations system. Marketing and Sales: TV advertisements are not Starbucks priority. Instead, it is using the most powerful tool; word of mouth marketing and conduct some promotions. Because, it claims to offer more than coffee, which is Starbucks experience, company are not offering so many promotions and advertisement. Human Resource Management: Training of all employees is extremely important. Employees are valued and there is a really low turnover rate. Administration: Starbucks is avoiding becoming a traditional organization. Therefore, it doesnt have a formal organizational chart. Macintosh HD:Users:sara:Desktop:Screen Shot 2012-06-25 at 5.04.08 PM.png As the above example shows, it is inevitable to say that even a quick analysis (internal/external) is a must when considering forming a marketing plan in this volatile market environment. b. For auditing the organization, we should look at the capabilities of a firm. Our goal is to identify the firms strengths as compared to requirements of the market. Following capabilities can be examined while auditing the organization. Corporate capabilities, Resource audit, Utilization of resources, financial measures, Comparative analysis There are number of techniques and tools to assess organizational capabilities such as Value chain analysis, SWOT Analysis and BCG Matrix. For Starbucks Ive chose to conduct SWOT Analysis. SWOT Analysis SWOT ANALYSIS is used for measuring the organizations internal assessment. Strengths: Starbucks offer quality coffee and an experience for customers, which increase brand loyalty and customer satisfaction. Starbucks has high brand equity. Starbucks is operating in 40 countries worldwide with offering same quality. Product diversification is high Very recognized logo and brand High visibility locations is a good way of attracting customers and staling share from the competitors Good relationship with suppliers Good working environment, happy employees lead to satisfied customers Weaknesses: Prices are higher compared to competitors. Operating costs are high. Profit of the business depends on coffee prices. Starbucks is so much focusing on expansion, internal focus is ignored Threats: Increasing number of competitors. Health conscious people decreasing the coffee consumption. US market saturation and increasing unemployment rate Coffee price extremely dependent on developing countries Opportunities: Entering India, Pakistan and other countries with high population Whole bean sales in supermarkets Adding new products Technological advances New distribution channels PEST Analysis PEST ANALYSIS is used for measuring the organizations goals against influences and demands of environment. It is a very efficient tool to assess external (uncontrollable) factors in the market. Political: Relationship between US and countries producing coffee beans The political stability of the countries in potential destinations The political stability of the countries, which provides raw materials to Starbucks Environmental regulations Industry-specific regulations Economic: Demand for food and beverages Customers purchasing power Exchange rate taxation Tariffs quotes Unemployment rates in potential destinations Social: Current trends in coffee shops around world Consumer Preferences Changes in lifestyle and occupation Education of employees and customers Technology: RD in manufacturing RD in biotech and agriculture RD in IT Following social media strategies Macintosh HD:Users:sara:Desktop:Screen Shot 2012-06-25 at 12.37.59 AM.png Task 2- Barriers to Marketing Planning LO2: a. McDonald defines 5 areas in marketing planning that may have problems, which are cultural, behavioral, cognitive, systems procedures and resources. Cultural- lack of belief in planning or need for change Behavioral- lack of top management support, lack of team coherence Cognitive- lack of knowledge and skill Systems procedures- lack of data Resources- lack of time, people and money More in depth the barriers are, 1. Confusion between marketing tactics and strategy, 2. Isolating the marketing function from operations, 3. Confusion between the marketing function and the marketing concept. 4. Organizational barriers -the tribal mentality, for example the failure to define strategic business units (SBUs) correctly. 5. Lack of in-depth analysis, 6. Confusion between process and output. 7. Lack of knowledge and skills. 8. Lack of a systematic approach to marketing planning, 9. Failure to prioritize objectives, 10. Hostile corporate cultures b. Ten S Framework In order to overcome the above barriers McDonalds Ten S Framework can be used. If they follow this circle strategically Macintosh HD:Users:sara:Desktop:Screen Shot 2012-06-25 at 2.43.09 AM.png According to Mc Donald, Principle I: Developing the strategic marketing plan. In this plan, the period should be between three and five years. Principle 2: Marketing function should be as close as possible to the consumers. Principle 3: Define clearly what is marketing. Principle 4: Company activities should be organized around customer groups and market segments. Principle 5: Scan the environment thoroughly (PEST analysis etc.) Principle 6: Scanning the internal environment (SWOT Analysis) Principle 7: Marketing personnel must have skills and technical knowledge for the job. Principle 8: Prepare written procedures, as it is a common and systematic format for marketing planning. Principle 9: Objectives should be prioritized according to allocation of resources, their urgency. Principle 10: Organization should make sure to have the active support and participation of culture leaders. Task 3- The Marketing Plan LO3: Starbucks needs to be innovative as the market is so harsh and it has lots of competitors. In addition to that, profit margins of Starbucks are low so it has to offer the same good quality. Also in order to keep and increase brand loyalty, Starbucks has to offer different ideas all the time. As people get bored easily of products and services offered. Starbucks is trying to find and embrace new ideas all the time, they have a website called My Starbucks Idea for people. Community shares their ideas in this platform and maybe Starbucks would apply some of them  [1]  . Developing meaningful products and services for long-term success. Innovative solutions are developed to improve peoples lives and to increase demand to the firm. Also, innovation makes businesses to think about why it wants to do something. It makes businesses to look ahead and think about the possible problems that could be solved. This can be achieved through thinking outside the box. New product development is an essential section of any company marketing strategy. There are some ways for new product development. For instance developing/creating products that are totally new to the world (Tablet computers), Product improvements (Panthene Shampoos with conditioner), product modifications (mobile phones), new brands. Starbucks can use these 4 ways to develop products. When we apply these techniques to Starbucks and its products; Products new to the world: Frozen Starbucks coffee cubes. Product improvements: Coffee mocha that makes you sleep better and tastes stronger. Product modifications: Coffee without any fat. Cappuccino with more skimming. New brands: Starbucks for juniors-Starkids. Pricing: There are several ways for pricing such as price making, price taking, niche marketing, cost-based pricing, market-oriented pricing, price skimming, and price penetration etc. Among these pricing techniques Starbucks can use price making for new products. Since, Starbucks is the market leader. It has the opportunity to dictate the market prices. Price makers can also manipulate the prices more easily to adjust market conditions. Therefore, the autonomy of control is much higher. Distribution: Manufacturers can sell directly to customers. Manufacturers can sell to retailers and then to customers or manufacturer can sell to wholesaler, wholesaler can sell to retailer and retailer can sell to customer. In this case, Starbucks is the manufacturer, wholesaler (selling to other retailers such as Krogers etc.) and the retailer. In addition to that, instead of traditional ways of distribution a company can use vertical marketing channel too. In this model, all three functions are integrated. Manufacturer is also in contact with the wholesaler and with the retailer. This includes sharing information, and know-how to ensure that the requirements of customers are always treated as the priority. This is an effective model for Starbucks as it is modern and suitable for Starbucks. In addition to distribution method, company also needs to decide on the distribution intensity of its products such as exclusive, selective and intensive distribution. When it comes to distribution intensity, intensive distribution method is appropriate for Starbucks. Macintosh HD:Users:sara:Desktop:Screen Shot 2012-06-25 at 9.20.43 PM.png Communicating: The communication tools are advertising, radio, magazines, television channels, direct marketing, personal selling, promotions, exhibitions, telemarketing, events, public relations, sponsorship, and merchandising. Marketing communications (promotion) mix for Starbucks. Advertising: If Starbucks opens new location reminder advertising should be done. If Starbucks wants to inform and emphasize the guaranteed satisfaction for consumers persuasive advertising should be done. If Starbucks creates a new flavor for a beverage informative advertising should be done. Public relations: This is an important strategy for Starbucks as it is an essential strategy for community relationship. In addition to that, celebrity endorsement can be a vital strategy to target younger consumers. Social Media Marketing: In todays world consumers are very connected and social. Therefore, it is extremely important for companies to stay connected with potential consumers. d. The new product for Starbucks is create your own Frappuccino. Firstly, we need a review of the environment (PEST and SWOT). Then we need to conduct 7P Analysis then we need a review of the marketing system. The next thing to do is clarifying goals and objectives. If our objectives and strategies are feasible in terms of the market share, sales, costs and profits we can continue with our plan, if not we should revise our company goals. Finally, we can establish targets and standards. Analysis stage Marketing audit, environmental and organizational analysis (see task 1 for SWOT and PEST) Planning stage Setting objectives is in this part. Customize your Frappuccino will earn 20% of the market share within 2 years is our new goal for the new product. Implementation stage Promotion mix: Informative TV and magazine advertisings for the new product should be done. Also, through Facebook and Twitter social media campaigns will be started. Pricing: As the leader of the market, we make the price. For a limited time Customized Frappuccinos are for 4 $ (additional fees may occur due to seasonal changes and excessive amount of selections). Distribution: Same strategy vertical marketing channel applies here too. In addition to these, we target people around 15- 45 who enjoy trying new things and have an independent personality. Monitoring stage The last stage in the marketing planning process is where we monitor the plans performance. This diagram can be used in order to assess and monitor the achievement of the plan. One of our short-term goals might be increasing the awareness of this product 30% by the end of two months in Berlin. What is happening? Are we close to achieve it? Why or why not? Macintosh HD:Users:sara:Desktop:Screen Shot 2012-06-26 at 1.19.05 AM.png Task 4- Ethical Issues LO4 : a. Some ethical issues in marketing are product recalls, product issues, product market research, pricing issues (price fixing, predatory pricing etc.). Considering these headings, Starbucks have couple of ethical issues, which are also taken into account by social media too. First of all, for years Starbucks claimed their cups are disposable/ green but consumers learnt that it wasnt recyclable. This is a product issue  [2]  . There is also another issue that Starbucks is making every other small coffee shops close their doors. Therefore, it is decreasing the competition by acquiring more and more places (to be more convenient), which can also be discussed whether it is ethical or not. Since, Starbucks is a very big company and has good relationship with the coffee beans suppliers, it is buying all of the premium coffee beans in a very small town, which is unfair to other competitors. b. Marketing Mix Ethical Issues: Because, Starbucks advertised its coffee cups as green it is false or misleading advertising. This may damage the reputation of the company and decrease brand loyalty. One of the major ethical problem and its implication on the distribution is the restrictions of supply. There is a small town, which produces high quality, premium coffee beans and their product is bought buy Starbucks only. Starbucks buy large quantities of coffee beans compared to its competitors throughout the world therefore it is inevitable to state that Starbucks both will have negative and positive image among consumers, competitors and media. Ethical issues will arise, the main success is diminishing and eliminating this ethical issues with sponsorship or good corporate relationships. Personal selling and counterfeiting (other ethical issues) dont apply to Starbucks case. c. Starbucks is the only coffee shop (comparing to Costa or Coffee Nero) that sells fair trade coffee. Fairtrade guarantees a minimum price that tracks slightly above market rates, the Rainforest Alliance label only guarantees that 30% of coffee beans in a product have been certified  [3]  . In my point of view, the main ethical issue Starbucks is their strategy of expanding. It ignores other smaller shops and other locally owned coffee shops go out of business and face bankruptcy. The Fairtrade Mark guarantees that Third World producers get a superior arrangement for the goods that they develop.

Fate In Oedipus Rex :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  Through Sophocles’ use of foreshadowing in the play Oedipus Rex, certain truths are revealed to the reader, such as the fact that a lack of respect for fate can eventually bring on a person’s downfall, by driving them to delusion. Oedipus is looked up to by all his kingdom at the opening of the play, only to be thwarted by his own lack of intelligence-- and more by his lack of faith than even that. Oedipus, once the sanguine, yet slightly overbearing ruler of the people, is reduced to less than a sliver of a human being. When confronted by the prophet Teiresius, Oedipus feels most perplexed and even exposed. And so he rejects any possibility of validity in Teiresius’ prognostication, and, in doing this, signs his own sentence. Because of Oedipus’ failure to respect the insight of a gifted seer, he is doomed to a blind and bloody end.   Ã‚  Ã‚  Ã‚  Ã‚  As I have said before, Oedipus was first revered by all his people. His earnest patriotism for his adoptive land and people are well received by all in his kingdom. After all, he is the most â€Å"glorious Oedipus† (p.13,ln.8). Oedipus perceives himself to be a flawless champion for those surrounding him. These blind expectations that the most exalted Oedipus has for himself are the very things that lead him to put little credence in others and nearly all his faith in himself. And once he decides he is stronger than prophecy, his mad, unseeing eyes are unable to pick up the warning signs lining his road to oblivion.   Ã‚  Ã‚  Ã‚  Ã‚  At one point in the play, the blind, hermaphroditic Teiresius enters to bring Oedipus’ head out of the clouds and back to earth where things are a mite different. This is one point of the play in which Oedipus is unbelievably close to finally buying into the fact that some power higher than himself could be at work-- and yet his arrogance and pride hinder him from accepting the legitimacy of fate. Oedipus finds the idea that Teiresius could know more than he simply offensive. Teiresius, sensing Oedipus’ hostility toward him, warns the king that when Oedipus berates him that â€Å"such taunts will... cast the selfsame taunts on you,†(p.126,ln.73). One would assume that Oedipus, knowing Teiresius’ reputation as a most unfailing and precise prophet would take heed in his further dealings with fate. However, in a style most befitting his character, he ignores these insights. Only when Teiresius mentions Oedipus’ parents does Oedipus listen. His interest sparked, the king cautiously asks, â€Å" What mortals gave me birth?†(p.28,ln.437). Teiresius elaborates further by stating that the king shall â€Å" At once be revealed as brother

Henry Clay :: essays research papers

Clay was born on April 12, 1777, in Hanover County, Virginia. He was born to John Clay, a minister. His mother Elizabeth Hudson was After studying for the bar with the eminent George Wythe, Clay, at the age of 20, moved to Lexington, Kentucky, where he developed a thriving practice. He was blessed with a quick mind, a flair for oratory, and an ability to charm both sexes with his easy, attractive manner. That he loved to drink and gamble was no drawback in an age that admired both vices. Clay, ambitious for worldly success, married into a wealthy and socially prominent family and soon gained entry into Kentucky's most influential circles. While still in his 20s, he was elected to the state legislature, in which he served for six years, until 1809. Clay established his great reputation in the United States House of Representatives, where he served intermittently from 1811 to 1825. In his first term, he became one of the leading "War Hawks"—the young men whose clamor for hostilities with England helped bring about the War of 1812. Clay was selected as one of the commissioners who in 1814 negotiated the Treaty of Ghent, ending that war. In 1820-21 it was Clay above all who engineered the Missouri Compromise, quieting the harsh controversy that had erupted by maintaining an equal balance between free and slave states. Although he himself was a slave owner, Clay's views on slavery—as on most other issues—were moderate. He was thus able to command the support of men fearful of extremism.In the presidential election of 1824, after his own candidacy had failed, Clay threw his support to John Quincy Adams, whom the House early in 1825 elected as the sixth president. When Adams named Clay secretary of state, his Jacksonian opponents charged "corrupt bargain!" The charge was unfair, but Clay was haunted by it throughout his subsequent career. Although Clay was a practical politician of flexible rather than rigid beliefs, he did emerge as the great champion of the "American System." He called for a protective tariff in support of home manufactures, internal improvements (federal aid to local road and canal projects), a strong national bank, and distribution of the proceeds of federal land sales to the states.Elected to the U.S. Senate in 1831, Clay served in that body until 1842 and again from 1849 until his death. In 1833 he devised a compromise tariff that resolved the crisis brought on by South Carolina's attempt to "nullify" the prevailing tariff set by Congress.

The Crucible Comparison

Katelyn Mittler 10/4/12 4th hour Hegemony through Terror Lost, terrified, and not in control of their own thoughts, Mary Warren and Shawn Hornbeck strive for the life they once lived. In 1692, The Crucible character, Mary Warren comes under the control of foil character, Abigail Williams. In a similar, more recent story, Shawn Hornbeck’s normal life of video games, hanging out with friends, and dirt biking, is ripped away from him with Michael Devlin forcefully kidnaps him with the intent of murder. Everyday coerced by their fear, constantly reminded death reigns imminent.In Arthur Miller’s The Crucible, character Mary Warren, threatened by Abigail Williams not to release they are pretending, lives a lie; just as missing child, Shawn Hornbeck, manipulated by Michael Devlin, cannot release his true identity. Falling into great peer pressure while facing threats from Abigail, Mary makes the courageous decision to tell the truth, but Abigail strengthens her grip and the tr uth crumbles. Mary knows the girls are lying but struggles with the imminent threats from Abby in her rebuke to Proctor, â€Å"She’ll kill me for sayin’ that! (Miller 80). Mary gets this idea from the death threat imposed on her by Abby â€Å"and mark this. Let either of you breathe a word or the edge of a word, about the other things, and I will come to you in the black of some terrible night and I will bring a pointy reckoning that will shudder you† (20). Abigail scares not just Mary, but all the girls with threats. After trying to tell the truth, Mary succumbs to the torment of Abby. â€Å"Abby, Abby, I’ll never hurt you more† (119).The â€Å"pointy reckoning† that Abigail threatens Mary with does its justice and Mary morphs back into a powerless silenced girl. Similarly, from Shawn’s abduction on October 6th 2002 to his discovery on January 12th 2007, Devlin forces Shawn into living a lie. Shawn spares himself from the wrath of D evlin as he remains powerless in a glass case of emotions. â€Å"From day one he had the gun, he had the power. I was powerless and there was nothing I could physically do† (Kidnapped: Shawn Hornbeck). Devlin holds all of the power, leaving Shawn unable to even think clearly.According to Shawn’s stepdad, Craig Akers, â€Å"Devlin’s control over Shawn was complete and total† (Kidnapped: Craig Akers). Through Devlin’s â€Å"complete and total control,† Shawn makes what his parents call â€Å"A deal with the devil† to save his own life. â€Å"Shawn told the defendant that he would do whatever he wanted him to if he didn’t kill him† (Kidnapped: Akers). â€Å"Devlin agreed not to kill Shawn as long as he made what we called ‘a deal with the devil’. He could never contact anyone, never try to run. And if he did he would be killed† (Kidnapped: Akers).This â€Å"deal with the devil† results in Shawn li ving a lie. â€Å"Shawn became Shawn Devlin and for the next four and a half years the deal he made that day left him tied to his tormentor†(Kidnapped: Sheriff Gary Toelke). The haunting agreements made that day leaves Shawn trapped in a world of terror only known by few. Mary Warren and Shawn Hornbeck are under what psychologists call â€Å"control by terror†. Living a lie, both are coerced into deciding between saving themselves by staying in this lie or to reveal the truth and face the forever imminent death threats.Mary and Shawn fear if they release the truth, they will be killed. Through this fear, Shawn and Mary start to believe their fake stories. Mary believes the girls are doing God’s work, and Shawn starts accepting the harsh reality of being Shawn Devlin. Mary and Shawn predicaments are not predestined; they are, as Devlin says when he first grabs Shawn, â€Å"you were just in the wrong place at the wrong time†. Mary’s â€Å"wrong plac e† starts with her dancing in the woods. Shawn’s begins with taking the shortcut road to a friend’s house.Eventually, Mary gives up and gives in. she succumbs to Abby, becoming the person she never intended. On a brighter note, even though he accepts Shawn Devlin as his new identity, Shawn never gives up hope. Shawn knows his family is still seeking his safe return and makes some efforts to discreetly contact them. On the day the police find Shawn, a huge weight liftes off his shoulders. He says, â€Å"It was a new feeling to say who I really was. † Shawn starts slowly back into his old set of norms.Mary and Shawn lose their personal identities to save themselves, each take a different route in trying to rediscover them. Through further investigation, it is evident that Mary Warren and Shawn Hornbeck encounter the same feelings of terror but are also uniquely different from each other. They fear for their lives as they struggle internally with revealing th e truth or living with the guilt and constant terror behind the lies. Shawn and Mary both encounter numerous times when opportunities to tell the truth stands right in front of them; however, struck by fear they remain silent.Though Mary’s story does not result in a sugar-coated ending, Shawn’s story of torment and terror leads to triumph and a truly heart-warming story. Shawn teaches everyone to never give up hope and that you will always find your way back home, Mary’s story teaches a valuable life lesson to stand up for what you believe in, even if you are standing alone. Though Shawn and Mary encountered horrific events, they are truly two people (fictional or not) who show evident and inspirational life lessons.