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Friday, August 23, 2019

Feminist Criticism, "The Yellow Wallpaper," And the Politics of Color in America

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The difference between mad people and sane people, Brave Orchid explained to the children, is that sane people have variety when they talk-story. Mad people have only one story that they talk over and over. -Maxine Hong Kingston, The Woman Warrior Memoirs of a Girlhood among Ghosts, p. 184


In 17, a new publishing house with the brave name of The Feminist Press reprinted in a slim volume Charlotte Perkins Gilmans The Yellow Wallpaper, first published in 18 and out of print for half a century. It is the story of an unnamed woman confined by her doctor-husband to an attic nursery with barred windows and a bolted-down bed. Forbidden to write, the narrator-protagonist becomes obsessed with the rooms wallpaper, which she finds first repellent and then riveting; on its chaotic surface she eventually deciphers an imprisoned woman whom she attempts to liberate by peeling the paper off the wall. This brilliant tale of a white, middle-class wife driven mad by a patriarchy con- trolling herfor her own goodhas become an American feminist classic; in 187, the Feminist Press edition numbered among the ten best-selling works of fiction published by a university press.


The canonization of The Yellow Wallpaper is an obvious sign of the degree to which contemporary feminism has transformed the study of literature. But Gilmans story is not simply one to which feminists have applied ourselves; it is one of the texts through which white, American academic feminist criticism has constituted its terms. My purpose here is to take stock of this criticism through the legacy of The Yellow Wallpaper in order to honor the work each has fostered and to call into question the status of Gilmans story-and the story of academic feminist criticism-as sacred texts. In this process I am working from the inside, challenging my own reading of The Yellow Wallpaper, which had deepened but not changed direction since 17.


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My inquiry will make explicit use of six well-known studies of The Yellow Wallpaper, but I consider these six to articulate an interpretation shared by a much larger feminist community. The pieces I have in mind are written by Elaine Hedges, Sandra Gilbert and Susan Gubar, Annette Kolodny, Jean Kennard, Paula Treichler, and Judith Fetterley, respectively, and their publication dates span from 17 to 186. Reading these essays as a body, I am struck by a coherence that testifies to a profound unity in white, American feminist criticism across apparent diversity.5 That is, although Hedges is concerned primarily with biography, Gilbert and Gubar with female authorship, Treichler with textual form, and Fetterley, Kolodny, and Kennard with interpretation, and although each discussion illuminates the text in certain unique ways, the six readings are almost wholly compatible, with one point of difference which is never identified as such and to which I will return. I will also return later to the significance of this redundancy and to the curiously unchallenged, routine elision from nearly all the discussion of one of the storys key tropes. The theoretical positions that The Yellow Wallpaper helped to shape and perhaps reify may be clearer if we recall some of the critical claims with which U.S. academic feminist criticism began. In the late sixties and early seventies, some academic women, most of them trained in Anglo-American methods and texts, began to take a new look at those works by men and a few white women that comprised the standard curriculum. The earliest scholarship-Kathryn Rogers The Troublesome Helpmate {166), Mary Ellmanns Thinking About Women {168), Kate Milletts Sexual Politics (170), Elaine Showalters Women Writers and the Double Standard (in Women in Sexist Society, 171)-was asserting against prevailing New Critical neutralities that literature is deeply political, indeed steeped in (patriarchal) ideology. Ideology , feminists argued, makes what is cultural seem natural and inevitable, and what had come to seem natural and inevitable to literary studies was that its own methods and great books transcended ideology.6 This conception of literature as a privileged medium for universal truths was defended by the counterclaim that those who found a works content disturbing or offensive were letting their biases distract them from the aesthetic of literature.7 Feminist criticism was bound to challenge this marginalization of social content and to argue that literary works both reflect and constitute structures of gender and power. In making this challenge, feminist criticism was implying that canonical literature was not simply mimesis, a mirror of the way things are or the way men and women are, but semiosis-a complex system of conventional (androcentric) tropes. And by questioning the premises of the discipline, feminists were of course arguing that criticism, too, is political, that no methodology is neutral, and that literary practice is shaped by cultural imperatives to serve particular ends.8 Although the word deconstruction was not yet in currency, these feminist premises inaugurated the first major opposition to both (old) scholarly and (New) critical practices, generating what has become the most widespread de- constructive imperative in the American academy. Yet the feminist project involved, as Gayle Greene and Coppelia Kahn have put it, not onlydeconstructing dominant male patterns of thought and social practice but also reconstructing female experience previously hidden or overlooked.


In the early 170s, the rediscovery of lost works like The Yellow Wallpaper, Kate Chopins The Awakening, and Susan GlaspellsA Jury of Her Peers offered not only welcome respite from unladylike assaults on patriarchal practices and from discouraging expositions of androcentric I/images of women in literature but also an exhilarating basis for reconstructing literary theory and literary history .The fact that these works which feminists now found so exciting and powerful had been denounced, ignored, or suppressed seemed virtual proof of the claim that literature, criticism, and history were political. The editor of the Atlantic Monthly had rejected The Yellow Wallpaper because I could not for- give myself if I made others as miserable as I have made myself!10 Even when William Dean Howells reprinted Gilmans story in 10 he wrote that it was terrible and too wholly dire, too terribly good to be printed.Feminists could argue convincingly that Gilmans contemporaries, schooled on the I/terrible and I/wholly dire tales of Poe, were surely balking at something more particular the I/graphic representation of raving lunacy in a middle-class mother and wife that revealed the rage of the woman on a pedestal.


As a tale openly preoccupied with questions of authorship, interpretation, and textuality, The Yellow Wallpaper quickly assumed a place of privilege among rediscovered feminist works, raising basic questions about writing and reading as gendered practices. The narrators double-voiced discourse-the ironic understatements, asides, hedges, and negations through which she asserts herself against the power of Johns voice-came for some critics to represent womens language or the language of the powerless. With its discontinuities and staccato paragraphs, Gilmans narrative raised the controversial question of a female aesthetic; and the lame uncertain curves, outrageous angles, and unheard of contradictions of the wallpaper came for many critics to symbolize both Gilmans text and, by extension, the particularity of female form. The story also challenged theories of genius that denied the material conditions-social, economic, psychological and literary-that make writing (im)possible, helping feminists to turn questions like I/Where is your Shakespeare? back upon the questioners. Gilbert and Gubar, for example, saw in the narrators struggles against censorship the story that all literary women would tell if they could speak their speechless woe. 1/15The Yellow Wallpaper has been evoked most frequently, however, to the- ~~ orize about reading through the lens of a female consciousness. Gilmans story ~ has been a particularly congenial medium for such a revision not only because ~ the narrator herself engages in a form of feminist interpretation when she tries to r read the paper on her wall but also because turn-of-the-century readers seem to J have ignored or avoided the connection between the narrators condition and patriarchal politics, instead praising the story for its keenly accurate case study of a presumably inherited insanity. In the contemporary feminist reading, on the other hand, sexual oppression is evident from the start the phrase John says 1 heads a litany of benevolent prescriptions that keep the narrator infantilized, immobilized, and bored literally out of her mind. Reading or writing her self upon the wallpaper allows the narrator, as Paula Treichler puts it, to escape her husbands sentence/ and to achieve the limited freedom of madness which, virtually all these critics have agreed, constitutes a kind of sanity in the face of the in- sanity of male dominance.


This reading not only recuperated The Yellow Wallpaper as a feminist text but also reconstituted the terms of interpretation itself. Annette Kolodny theorized that emerging feminist consciousness made possible a new, female-centered interpretive paradigm that did not exist for male critics at the turn of the century. Defining that paradigm more specifically, Jean Kennard maintained that the circulation of feminist conventions associated with four particular concepts- patriarchy, madness, space, quest - virtually ensured the reading that took place in the 170s. Furthermore, the premise that we engage not texts but paradigms, as Kolodny puts it in another essay, explodes the belief that we are reading what is there. Reading becomes the product of those conventions or strategies we have learned through an interpretive community - Stanley Fishs term to which Kolodny and Kennard give political force; to read is to reproduce a text according to this learned system or code.


These gender-based and openly ideological theories presented a radical challenge to an academic community in which close reading has remained the predominant critical act. A theory of meaning grounded in the politics of reading destabilizes assumptions of interpretive validity and shifts the emphasis to the contexts in which meanings are produced. A text like The Yellow Wallpaper showed that to the extent that we remain unaware of our interpretive conventions, it is difficult to distinguish what we read from how we have learned to read it." We experience meaning as given in the text itself." When alternative paradigms inform our reading, we are able to read texts differently or, to put it more strongly, to read different texts. This means that traditional works may be transformed through different interpretive strategies into new literature just as patriarchys terrible and repellent Yellow Wallpaper was dramatically transformed into feminisms endlessly fascinating tale.


It is, I believe, this powerful theoretical achievement occasioned by The Yellow Wallpaper that has led so much critical writing on the story to a triumphant conclusion despite the narrators own unhappy fate. I have found it striking that discussions of the text so frequently end by distinguishing the doomed and mad narrator, who could not write her way out of the patriarchal prison-house, from the sane survivor Charlotte Perkins Gilman, who could. The crucial shift from narrator to author, from story to text, may also serve to wrest readers from an unacknowledged over-identification with the narrator-protagonist. For just as the narrators initial horror at the wallpaper is mirrored in the earlier critics horror at Gilmans text, so now-traditional feminist re-readings may be reproducing the narrators next move her relentless pursuit of a single meaning on the wall. I want to go further still and suggest that feminist criticisms own persistent return to the Wallpaper-indeed, to specific aspects of the Wallpaper-signifies a somewhat uncomfortable need to isolate and validate a particular female experience, a particular relationship between reader and writer, and a particular notion of subjectivity as bases for the writing and reading of (womens) texts. Fully acknowledging the necessity of the feminist reading of The Yellow Wallpaper which I too have produced and perpetuated for many years, I now wonder whether many of us have repeated the gesture of the narrator who will follow that pointless pattern to some sort of conclusion (p. 1)-who will read until she finds what she is looking for-no less and no more. Although-or because-we have read The Yellow Wallpaper over and over, we may have stopped short, and our readings, like the narrators, may have reduced the texts complexity to what we need most our own image reflected back to us.


Let me return to the narrators reading of the paper in order to clarify this claim. The narrator is faced with an unreadable text, a text for which none of her interpretive strategies is adequate. At first she is confounded by its contradictory style it is flamboyant and pronounced, yet also lame, uncertain, and dull (p. 1). Then she notices different constructions in different places. In one recurrent spot the pattern lolls, in another place two breadths didnt match, and elsewhere the pattern is tom off (p. 16). She tries to organize the paper geo- metrically but cannot grasp its laws it is marked vertically by bloated curves and flourishes, diagonally by slanting waves of optic horror like a lot of wallowing seaweeds in full chase, and horizontally by an order she cannot even figure out. There is even a centrifugal pattern in which the interminable grotesques seem to form around a common centre and rush off in headlong plunges of equal distraction (p. 0). Still later, she notices that the paper changes and moves ac- cording to different kinds of light (p. 5). And it has a color and smell that she is never able to account for. But from all this indecipherability , from this immensely complicated text, the narrator-by night, no less-finally discerns a single image, a woman behind bars, which she then expands to represent the whole. This is hardly a matter of correct reading, then, but of fixing and reducing possibilities, finding a space of text on which she can locate whatever self-projection will enable her to move from John says to I want. The very excess of description of the wallpaper, and the fact that it continues after the narrator has first identified the woman behind the bars, actually foregrounds the seductiveness of her interpretive act. And if the narrator, having liberated the paper woman, can only imagine tying her up again, is it possible that our reading too has freed us momentarily only to bind us once more?


Most feminist analyses of The Yellow Wallpaper have in fact recognized this bind without pursuing it. Gilbert and Gubar see the paper as otherwise incomprehensible hieroglyphics onto which the narrator projects her own passion for escape.1 Treichler notes that the wallpaper remains indeterminate, complex, unresolved, disturbing.0 Even Fetterley, who seems least to question the narrators enterprise, speaks of the narrators need to impose order on the impertinence of row after row of unmatched breadths.1 Kolodny implicates all critical practice when she says that the narrator obsessively and jealously emphasiz[es] one section of the pattern while repressing others, reorganiz[es] and , regroup[s] past impressions into newer, more fully realized configurations--as one might with any complex formal text. And Kennard states openly that much , more goes on in both the wallpaper and the story than is present in the standard account and that the feminist reading of The Yellow Wallpaper is far from the final and correct one that replaces the patriarchal misreading once and for all. Still, Kennards position in 181 was that despite all these objections ...it is the feminist reading I teach my students and which I believe is the most fruitful; although suggesting that a new interpretive community might read this and other stories differently, she declined to pursue the possibility on grounds of insufficient space-a term that evokes the narrators own confinement. In light of these more-or-less conscious recognitions that the wallpaper remains incompletely read, the redundancy of feminist readings of Gilmans story might well constitute the return of the repressed.


I want to suggest that this repressed possibility of another reading reveals larger contradictions in white, academic feminist theories and practices. Earlier I named as the two basic gestures of U .S. feminist criticismdeconstructing dominant male patterns of thought and social practice and reconstructing female experience previously hidden or overlooked. This formulation posits as oppositional an essentially false and problematic male system beneath which essentially true and unproblematic female essences can be recovered-just as the figure of the woman can presumably be recovered from beneath the patriarchal pattern on Gilmans narrators wall (a presumption to which I will return). In designating gender as the foundation for two very different critical activities, feminist criticism has embraced contradictory theories of literature, proceeding as if mens writings were ideological sign systems and womens writings were representations of truth, reading mens or masculinist texts with resistance and womens or feminist texts with empathy. If, however, we acknowledge the participation of women writers and readers indominant. ..patterns of thought and social practice, then perhaps our own patterns must also be deconstructed if we are to recover meanings still hidden or overlooked. We would then have to apply even to feminist texts and theories the premises I described earlier that literature and criticism are collusive with ideology , that texts are sign systems rather than simple mirrors, that authors cannot guarantee their meanings, that interpretation is dependent on a critical community , and that our own literary histories are also fictional. The consequent rereading of texts like The Yellow Wall- paper might, in turn, alter our critical premises.


It is understandably difficult to imagine deconstructing something one has experienced as a radically reconstructive enterprise. This may be one reason- though other reasons suggest more disturbing complicities-why many of us have often accepted in principle but ignored in practice the deconstructive challenges that have emerged from within feminism itself. Some of the most radical of these challenges have come from women of color, poor women, and lesbians, frequently with primary allegiances outside the university , who have exposed in what has passed for feminist criticism blindnesses as serious as those to which feminism was objecting. In 177, for example, Barbara Smith identified racism in some of the writings on which feminist criticism had been founded; in 180, Alice Walker told the National Womens Studies Association of her inability to convince the author of The Female Imagination to consider the imaginations of women who are Black; in 178, Judy Grahn noted the scathing letters the Womens Press Collective received when it published Sharon Isabells Yesterdays Lessons without standardizing the English for a middle-class readership; at the 176 Modern Language Association meetings and later in Signs, Adrienne Rich pointed to the erasure of lesbian identity from feminist classrooms even when the writers being taught were in fact lesbians; in the early 180s, collections like This Bridge Called My Back Writings by Radical Women of Color and Nice Jewish Girls A Lesbian An- thology insisted that not all American writers are Black or white; they are also Latina, Asian, Arab, Jewish, Indian.4


The suppression of difference has affected the critical canon as well. In 180, for example, Feminist Studies published Annette Kolodnys groundbreaking Dancing Through the Minefield Some Observations on the Theory, Practice, and Politics of a Feminist Literary Criticism to which my own elucidation of feminist premises owes a considerable and respectful debt. In Fall 18, Feminist Stud- ies published three responses to Kolodny, criticizing the essay not only for classism, racism, and homophobia in the selection and use of womens texts but also for perpetuating patriarchal academic values and methodologies. One respondent, Elly Bulkin, identified as a crucial problem the very social and ethical is- sue of which women get published by whom and why-of what even gets recog- nized as feminist literary criticism.5 Bulkin might have been speaking prophetically, because none of the three responses was included when Dancing Through the Minefieldwas anthologized.6


All these challenges occurred during the same years in which the standard feminist reading of The Yellow Wallpaper was produced and reproduced. Yet none of us seems to have noticed that virtually all feminist discourse on The Yellow Wallpaper has come from white academics and that it has failed to question the storys status as a universal womans text. A feminist criticism willing to deconstruct its own practices would re-examine our exclusive reading of The Yellow Wallpaper, rethink the implications of its canonization, and acknowledge both the texts position in ideology and our own. That a hard look at feminisms Yellow Wallpaper is now possible is already evident by the publication in 186 of separate essays by Janice Haney-Peritz and Mary Jacobus which use psycho- analytic theory to expose the limits of both the narrators and feminist criticisms interpretive acts.7 I believe we have also entered a moment not only of historical possibility but of historical urgency to stop reading a privileged, white, New England womans text as simply-a womans text. If our traditional gesture has been to repeat the narrators own act of underreading, of seeing too little, I want now to risk overreading, seeing perhaps too much. My reading will make use of textual details that traditional feminist interpretations have tended to ignore, but I do not propose it as a coherent or final reading; I believe no such reading is either possible or desirable and that one important message of The Yellow Wa1l- paper is precisely that. At the same time, I concur with Chris Weedon when she insists that meanings, however provisional, have real effects.8


One way back to The Yellow Wallpaper is through the yellow wallpaper itself through what I mentioned earlier as the point of difference and the point of silence in the feminist interpretations I have been discussing here. I begin with the difference that occurs within and among otherwise consistent readings when critics try to identify just whose text or what kind of text the wallpaper represents. For Hedges and for Gilbert and Gubar, the wallpaper signifies the oppressive situation in which the woman finds herself; for Kolodny the paper is the narrators own psyche writ large; for Treichler it is a paradigm of womens writing; and for Fetterley it is the husbands patriarchal text which, however, becomes increasingly feminine in form. Haney-Peritz alone confronts the contradiction, seeing the wallpaper as both Johns and his wifes discourse, because the narrator relies on the very binary oppositions that structure Johns text. It seems, then, that just as it is impossible for the narrator to get that top pat- tern ...off from the under one (p. 1), so it is impossible to separate the text of a culture from the text of an individual, to free female subjectivity from the patriarchal text. Far from being antitheses, the patriarchal text and the womans text are in some sense one. And if the narrators text is also the text of her culture, then it is no wonder that the wallpaper exceeds her ability to decipher it. If, in- stead of grasping as she does for the single familiar and self-confirming figure in the text, we understand the wallpaper as a pastiche of disturbed and conflicting discourses, then perhaps the wallpapers chaos represents what the narrator (and we ourselves) must refuse in order to construct the singular figure of the woman behind bars the foreign and alien images that threaten to knock [her] down, and trample upon [her] (p. 5), images that as a white, middle-class woman of limited consciousness she may neither want nor know how to read. In avoiding certain meanings while liberating others from the text, in struggling for the illusion of a fully conscious knowing, unified, rational subject,0 is the narrator going mad not only from confinement, or from the effort to interpret, but also from the effort to repress? In this case, are those of us who reproduce the narrators reading also attempting to constitute an essential female subject by shutting aside textual meanings that expose feminisms own precarious and conflicted identity? If the narrator is reading in the paper the text of her own unconscious, an unconscious chaotic with unspeakable fears and desires, is not the unconscious, by the very nature of ideology, political? If we accept the culturally contingent and incomplete nature of readings guaranteed only by the narrators consciousness, then perhaps we can find in the yellow wallpaper, to literalize a metaphor of Adrienne Rich, a whole new psychic geography to be explored.1 For in privileging the questions of reading and writing as essential woman questions, feminist criticism has been led to the paper t while suppressing the politically charged adjective that colors it. If we locate Gilmans story within the psychic geography of Anglo-America at the turn of the century, we locate it in a culture obsessively preoccupied with race as the r foundation of character, a culture desperate to maintain Aryan superiority in theface of massive immigrations from Southern and Eastern Europe, a culture openly anti-Semitic, anti-Asian, anti-Catholic, and Jim Crow. In New England, where E Gilman was born and raised, agricultural decline, native emigration, and soaring c immigrant birth rates had generated a distrust of the immigrant [that] reached ~ the proportions of a movement in the 1880s and 180s. In California, where Gilman lived while writing The Yellow Wallpaper, mass anxiety about the Yellow Peril had already yielded such legislation as the Chinese Exclusion Act of c 188. Across the United States, newly formed groups were calling for selective t breeding, restricted entry, andAmerican Protection of various kinds. White, Christian, American-born intellectuals-novelists, political scientists, economists, sociologists, crusaders for social reform-not only shared this racial anxiety but, j as John Higham puts it, blazed the way for ordinary nativists by giving popular racism an intellectual respectability.4 These intellectual writings often justified the rejection and exclusion of immigrants in terms graphically physical. The immigrants were human garbage hirsute, low-browed, big-faced persons of obviously low mentality, oxlike men who belong in skins, in wattled huts at the close of the Great Ice age, ready to pollute America with non-Aryan elements. Owen Wisters popular Westerns were built on the premise that the eastern United States was being ruined by the debased and mongrel immigrants, encroaching alien vermin, that turn our cities to Babels and our citizenship to a hybrid farce, who degrade our commonwealth from a nation into something half pawn-shop, half brokers office. In the clean cattle country, on the other hand, one did not find many Poles or Huns or Russian Jews, because pioneering required particular Anglo- Saxon abilities. Jack London describes a Jewish character as yellow as a sick persimmon and laments Americas invasion by the dark-pigmented things, the half-castes, the mongrel-bloods. Frank Norris ridicules the halfbreed as an amorphous, formless mist and contrasts the kindness and delicacy of Anglo- Saxons with the hot, degenerated blood of the Spanish, Mexican, and Portuguese.5


Implicit or explicit in these descriptions is a new racial ideology through which newcomers from Europe could seem a fundamentally different order from what l were then called native Americans. The common nineteenth-century belief in three races-black, white, yellow--each linked to a specific continent, was reconstituted so that white came to mean only Nordic or Northern European, , while yellow applied not only to the Chinese, Japanese, and light-skinned , African-Americans but also to Jews, Poles, Hungarians, Italians, and even the Irish. Crusaders warned of yellow inundation. The California chapter of the Protestant white supremacist Junior Order of United American Mechanics teamed up with the Asiatic Exclusion League to proclaim that Southern Europeans were semi-Mongolian and should be excluded from immigration and citizenship on the same basis as the Chinese; Madison Grant declared Jews to be a Mongrel ad- mixture. ..of Slavs and of Asiatic invaders of Russia; and a member of Congress announced that the color of thousands of the new immigrants differs ) materially from that of the AngloSaxon. The greatest dangers were almost always traced back to Asia; in a dazzling conflation of enemies, for example, Grant warned that in the guise of Bolshevism with Semitic leadership and Chinese executioners, [Asia] is organizing an assault upon Western Europe. Lothrop Stoddard predicted that colored migration was yielding the very immediate danger that the white stocks may be swamped by Asiatic blood. Again and again, nativists announced that democracy simply will not work among Asiatics, that non-Aryans, especially Slavs, Italians, and Jews, were impossible to Americanize. The threat of Yellow Peril thus had racial implications much broader than anxiety about a takeover of Chinese or Japanese in every section, the Negro, the Oriental, and the Southern European appeared more and more in a common light.6 In such a cultural moment, yellow readily connoted inferiority, strangeness, cowardice, ugliness, and backwardness. Yellow-belly and yellow dog were common slurs, the former applied to groups as diverse as the Irish and the Mexicans. Associations of yellow with disease, cowardice, worthlessness, uncleanliness, and decay may also have become implicit associations of race and class.7


If The Yellow Wallpaper is read within this discourse of racial anxiety , certain of its tropes take on an obvious political charge. The very first sentence constructs the narrator in class terms, imagining an America in which, through democratic self-advancement, common (British) Americans can enjoy upper-class (British) privileges. Although the narrator and John are mere ordinary people and not the rightful heirs and coheirs, they have secureda colonial mansion, a hereditary estate, in whose queerness she takes pride (p. ); this house with its private wharf (p. 15) stands quite alone. ..well back from the road, quite three miles from the village like English places that you read about, for there are hedges and walls and gates that lock, and lots of separate little houses for the gardeners and people (p. 11). I am reminded by this description of another neglected gentlemans manor house that people read about-Thornfield-in which another merely ordinary woman little accustomed to grandeur comes to make her home. Charlotte Brontes Jane Eyre is given a room with gay blue chintz window curtains that resemble the pretty old-fashioned chintz hangings (p. 1) in the room Gilmans narrator wanted for herself; Jane is not banished to Thornfields third floor, where wide and heavy beds are surrounded by outlandish wall-hangings that portrayeffigies of strange flowers, and stranger birds, and strangest human beings,-all of which would have looked strange, indeed, by the pallid gleam of moonlight-and where, if Thornfield had ghosts, Jane tells us, these ghosts would haunt. Like Gilmans narrator, Jane longs for both the freedom to roam and the pleasures of human society, and her sole relief in those moments is to walk around the attic and look out at the vista of road and trees and rolling hills so much like the view the narrator describes from her nursery in the writing that is her own sole relief (pp. 10,1). It is from her attic perch that Jane feels so keenly that women, like men, need exercise for their faculties and suffer from too rigid a restraint,8 as in her attic Gilmans narrator lies on the great immovable bed (p. 1) and longs for company and exercise. But the permanent, imprisoned inhabitant of Thornfields attic is not Jane; she is a dark Creole woman who might well have been called yellow in Gilmans America. Is Gilmans narrator, who thought seriously of burning the house (p. ) imagining Bertha Masons fiery revenge? Does the figure in the paper with its foul, bad yellow color (p. 8), its strange, provoking, formless sort of figure (p. 18), its broken neck and bulbous eyes (p. 16), resemble Bertha with her bloated features and her discoloured face? Surely the narrators crawling about her room may recall Berthas running backwards and forwards. ..on all fours. And like Brontes mad lady, who would let herself out of her chamber at night and go roaming about the house to ambush Jane, the smouldering yellow menace in Gilmans story gets out at night and skulk[s] in the parlor, [hides] in the hall, and [lies] in wait for me (pp. 1,8-). When the narrator tells John that the key to her room is beneath a plantain leaf, is she evoking not only the North American species of that name but also the tropical plant ; of Berthas West Indies? When she imagines tying up the freed woman, is she repeating the fate of Bertha, brought in chains to foreign shores? Finally, does the 1 circulation of Brontes novel in Gilmans text explain the cryptic sentence at the ! end of the story-possibly a slip of Gilmans pen-in which the narrator cries to her husband that Ive got out at last. ..in spite of you and Jane (p. 6)? ~ Is the wallpaper, then, the political unconscious of a culture in which an Aryan womans madness, desire, and anger, repressed by the imperatives of reason, duty (p. 14), and proper self-control (p. 11), are projected onto the yellow woman who is, however, also the feared alien? When the narrator tries to liberate the woman from the wall, is she trying to purge her of her color, to peel her from the yellow paper, so that she can accept this woman as herself? If, as I suggested earlier, the wallpaper is at once the text of patriarchy and the womans text, then perhaps the narrator is both resisting and embracing the woman of color who is self and not-self, a woman who might need to be rescued from the text of patriarchy but cannot yet be allowed to go free. Might we explain the narrators pervasive horror of a yellow color and smell that threaten to take over the ancestral halls, stain[ing] everything it touched, as the British-American fear of a takeover byaliens? In a cultural moment when immigrant peoples and African Americans were being widely caricatured in the popular press through distorted facial and bodily images, might the interminable grotesques (p. 0) of The Yellow Wallpaper-with their lolling necks and bulbous eyes staring every- where, with their peculiar odor and yellow smell (p. ), their colors repellent, almost revolting, smouldering and unclean (p. 1), sickly and particularly irritating (p. 18), their new shades of yellow (p. 8) erupting constantly-figure the Asians and Jews, the Italians and Poles, the long list of aliens whom the narrator (and perhaps Gilman herself) might want at once to rescue and to flee?


For if anxieties about race, class, and ethnicity have inscribed themselves as a political unconscious upon the yellow wallpaper, they were conscious and in- deed obsessive problems for Gilman herself, as I discovered when, disturbed by my own reading of The Yellow Wallpaper, I turned to Gilmans later work.40 Despite her socialist values, her active participation in movements for reform, her strong theoretical commitment to racial harmony, her unconventional support of interracial marriages, and her frequent condemnation of Americas racist history ,41 Gilman upheld white Protestant supremacy; belonged for a time to eugenics and nationalist organizations; opposed open immigration; and inscribed racism, nationalism, and classism into her proposals for social change. In Concerning Chil- dren (100), she maintains that a sturdy English baby would be worth more than an equally vigorous young Fuegian. With the same training and care, you could develop higher faculties in the English specimen than in the Fuegian specimen, because it was better bred.4 In the same book, she argues that American children made better citizens than the more submissive races and in particular that the Chinese and the Hindu, where parents are fairly worshipped and blindly obeyed, were not races of free and progressive thought and healthy activity. Gilman advocated virtually compulsory enlistment of Blacks in a militaristic industrial corps, even as she opposed such regimentation for whites. In The Fore- runner, the journal she produced single-handedly for seven years, yellow groups are singled out frequently and gratuitously Gilman chides the lazy old Orientals who consider work a curse, singles out Chinatown forcriminal conditions, and uses China as an example of various unhealthy social practices. And she all but justifies anti-Semitism by arguing, both in her own voice and more boldly through her Herlandian mouthpiece Ellador, that Jews have not yetpassed the tribal stage of human development, that they practice an unethical and morally degrading religion of race egotism and concentrated pride, which has unfortunately found its way through the Bible into Western literature, and that in refusing to intermarry they artifically maintain characteristics which the whole world dislikes, and then complain of race prejudice. 4


Like many other nativist intellectuals, Gilman was especially disturbed by the influx of poor immigrants to American cities and argued on both race and class grounds that these undesirables would destroy America. Although she once theorized that immigrants could be healthier grafts upon our body politic, she wrote later that whateverspecial gifts each race had, when that race was transplanted, their gift is lost.44 While proclaiming support for the admission of certain peoples ofassimilable stock, she declared that even the best of Hindus ...would make another problem like the existing problem of African Americans, and that an inflow of Chinas oppressed would make it impossible to preserve the American national character . Thischaracter, it is clear, requires thatAmericans be primarily people of native born parentage, who should have a majority vote in their own country.45 Surprisingly perhaps for a socialist, but less surprisingly for a woman whose autobiography opens with a claim of kinship with Queen Victoria,46 Gilman seems to equate class status with readiness for democracy .Repeatedly she claims to favor immigration so long as the immigrants are of better stock. In her futurist utopia, Moving the Mountain, for instance, a character remembers the old days when we got all the worst and lowest people; in the imaginary new America, immigrants may not enter the country until they come up to a certain standard by passing a microscopicphysical exam and completing an education in American ways. It is surely no accident that the list of receiving gates Gilman imagines for her Immigrant groups stops with Western Europe Theres the German Gate, and the Spanish Gate, the English Gate, and the Italian Gate-and so on. 47


Classism, racism, and nationalism converge with particular virulence when Ellador, having established her antiracist credentials by championing the rights of Black Americans, observes thatthe poor and oppressed were not necessarily good stuff for a democracyand declares, in an extraordinary reversal of victim and victimizer to which even her American partner Van protests, that it is the poor and oppressed who make monarchy and despotism. Ellador's triumph is sealed with the graphic insistence that you cannotput a little of every- thing into a meltingpot and produce a good metal,not if you are mixing, gold, silver, copper and iron, lead, radium, pipe, clay, coal dust, and plain dirt.Making clear the racial boundaries of the melting pot, Ellador challenges Van,, And how about the yellow? Do they melt? Do you want them to melt? Isnt your exclusion of them an admission that you think some kinds of people unassimilable? That democracy must pick and choose a little ?Elladors rationale--and Gilmans-is that the human race is in different stages of development, and only some of the races-or some individuals in a given race--have reached the democratic stage.Yet she begs the question and changes the subject when Van asks,But how could we discriminate? 4


The aesthetic and sensory quality of this horror .1t a polluted America creates a compelling resemblance between the narrators graphic descriptions of the yellow wallpaper and Gilmans graphic descriptions of the cities and their swarms of jostling aliens. She fears that America has become bloated and verminous, a dump for Europes social refuse, a ceaseless offense to eye and ear and nose,51 creating multiforeign cities that are abnormally enlarged and swollen, foul, ugly and dangerous, their conditions offensive to every sense assailing the eye with ugliness, the ear with noise, the nose with foul smells.5 And when she complains that America has stuffed itself with uncongenial material with an overwhelming flood of unassimilable characteristics with such a stream of non-assimilable stuff as shall dilute and drown out the current of our life, indeed with the most ill-assorted and unassimilable mass of human material that was ever held together by artificial meansGilman might be describing the patterns and pieces of the wallpaper as well. Her poem The City of Death (11) depicts a diseased prison piped with poison, room by room,


Whose weltering rush of swarming human forms, Forced hurtling through foul subterranean tubes Kills more than bodies, coarsens mind and soul.


And steadily degrades our humanness…54


Such a city is not so different from the claustrophobic nursery which finally degrades the humanness of The Yellow Wallpapers protagonist. The text of Gilmans imagining, then, is the text of an America made as uninhabitable as the narrators chamber, and her declaration that children ought to grow up in the country , all of them, recalls the narrators relief that her baby does not have to live in the unhappy prison at the top of the house. Clearly Gilman was recognizing serious social problems in her concern over the ghettos and tenements of New York and Chicago-she herself worked for a time at Hull House, although she detested Chicagos noisome neighborhoods. But her conflation of the city with its immigrant peoples repeats her own racism even as her nostalgia about the country harks back to a New England in the hands of the New English themselves.s6 Theselittle old New England townsand their new counterparts, the fresh young western ones, says Ellador, have more of America in them than is possible-could ever be possible--in such a political menagerie as New York, whose people really belong in Berlin, in Dublin, in Jerusalem. It is no accident that some of the most extreme of Gilmans anti-immigrant statements come from the radical feminist Ellador, for race and gender are not separate issues in Gilmans cosmology, and it is in their intersection that a fuller immigrant invasion thus becomes a direct threat to Gilmans program for feminist reform. II As a particular historical product, then, The Yellow Wallpaper is no more ! the story that all literary women would tell than the entirely white canon of The ! Madwoman in the Attic is the story of all womens writing or the only story those (white) texts can tell. The Yellow Wallpaper has been able to pass for a universal text only insofar as white, Western literatures and perspectives continue to dominate academic American feminist practices even when the most urgent literary and political events are happening in Africa, Asia, and Latin America, and I. among the new and old cultures of Color in the United States. We might expand r our theories of censorship, for example, if we read The Yellow Wallpaper in 1 the context of womens prison writings from around the world-writings like r Ding Links memoirs and Alicia Partnoys The Little School Tales of Disappearance and Survival in Argentina and some of the stories of Bessie Head. We might havesomething to learn about interpretation if we examined the moment in Partnoys narrative when her husband is tortured because he gives the wrong reading of m his wifes poems.64 We might better understand contemporary feminist racial politics if we studied the complex but historically distanced discourses of feminists a century ago. Perhaps, like the narrator of Gilmans story, white, American academic feminist criticism has sought in literature the mirror of its own identity , ii erasing the literary equivalent of strange sights and smells and colors so that we ti can have the comfort of reproducing, on a bare stage, that triumphant moment ; when a woman recognizes her self. Perhaps white, American feminist practice too readily resembles that of Gilman, who deplores that historically we have cheated the Indian, oppressed the African, robbed the Mexican,66 and whose utopian impulses continue to insist that there is only one race, the human race,67 but for whom particular, present conditions of race and class continue to be blindnesses justified on other-aesthetic, political pragmatic-grounds.


The Yellow Wallpaper also calls upon us to recognize that the white, female, intellectual-class subjectivity which Gilmans narrator attempts to construct and to which many feminists have also been committed perhaps unwittingly, is a subjectivity whose illusory unity, like the unity imposed on the paper, is built on the repression of difference. This also means that the conscious biographical experience which Gilman claims as the authenticating source of the story is but one contributing element.68 And if we are going to read this text in relation to its author, we may have to realize that there are dangers as well as pleasures in a ; feminist reading based on a merging of consciousnesses.6 Once we recognize Gilman as a subject constituted in and by the contradictions of ideology , we might also remember that she acknowledges having been subjected to the narrators circumstances but denies any relationship to the wallpaper itself-that is, to what I am reading as the site of a political unconscious in which questions of race permeate questions of sex. A recent essay by Ellen Messer-Davidow in New Literary History argues that literary criticism and feminist criticism should be recognized as fundamentally different activities, that feminist criticism is part of a larger interdisciplinary project whose main focus is the exploration of ideas about sex ! and gender, that disciplinary variations are fairly insignificant differences of medium, and therefore that feminist literary critics need to change their subject from literature to ideas about sex and gender as these happen to be expressed in literature. I suggest that one of the messages of The Yellow Wallpaper is that textuality, like culture, is more complex, shifting, and polyvalent than any of the ideas we can abstract from it, that the narrators reductive gesture is precisely to isolate and essentialize one idea about sex and gender from a more complex textual field.


Deconstructing our own reading of the wallpaper, then, means acknowledging that Adrienne Rich still speaks to feminist critics when she calls on us to [enter] an old text from a new critical direction, to take the work first of all as a clue to how we live. ..how we have been led to imagine ourselves, how our language has trapped as well as liberated us. ..and how we can begin to see and name--and therefore live--afresh,1I so that we do not simply pass on a tradition but. ..break its hold over us. Feminist critical theory offers the Reconstructive principles for this continuing revision, so long as we require ourselves, as we have required our non-feminist colleagues, to look anew at what have become old texts and old critical premises. Still, the revision I am proposing here would have been impossible without the first revision of The Yellow Wallpaper that liberated the imprisoned woman from the text. Adrienne Rich has addressed the poem Heroines to nineteenth-century white feminists who reflected racism and class privilege in their crusades for change. It is both to Gilman herself and to all of us whose readings of The Yellow Wallpaper have been both transformative and limiting, that, in closing, I address the final lines of Richs poem


How can I fail to love


your clarity and fury how can I give you all your due


take courage from your courage honor your exact legacy as it is recognizing


as well that it is not enough?


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Wednesday, August 21, 2019

Vogue - Marketing plan in Australia

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Contents


1.Executive Summary


.Introduction


. Research Findings


Write my Essay on Vogue - Marketing plan in Australia cheap


4.External & Internal Analysis4


ExternalMarket segmentation & Definition 4


ExternalMarket Analysis 6


ExternalCompetitor Analysis 10


InternalAnalysis of Organizational Competencies 1


SWOT Analysis 14


5.Strategic Objectives and Issues15


Financial Objective 15


Marketing Objective 16


6.Competitive Marketing Strategy16


Defensive Strategy 16


Offensive Strategy16


7.Marketing Mix Tactics17


Product Tactics 17


Pricing Tactics 18


Place/Distribution Tactics 1


Promotion/Communication Tactics 1


8.Marketing Budget


.Implementation and Control Guidelines4


10.Appendix5


11.Bibliography57


Executive Summary


Vogue Australia has faced stiff competition in its women's fashion magazine industry recently. Vogue Australia has relatively small market share compared with its competitors. The purpose of the marketing strategy is to help Vogue Australia change its profile and increase its profitability. In doing so, Vogue Australia would use a combination of offensive and defensive competitive strategy.


Defensive strategy would allow Vogue Australia to protect its current niche market share while offensive strategy would permit Vogue Australia to penetrate to a newer market segment, which represents a higher growth opportunity. The aim of the competitive strategies is for Vogue Australia to enter the younger market and leverage its prestige image to appeal to its new target audiences (See Appendix I).


The tools of marketing mix would be implemented to achieve the objective of increasing sales while protecting the niche market share. The marketing mix tools include, product, price, place/distribution, and promotion/communication. The main message to be communicated to the target audiences is " A Breathe of Fresh air", which indicates the intent of Vogue Australia to change its traditional image of being old fashion. The message is also a sign of Vogue Australia's intention to move into new market segmentyounger female professionals.


The actual product provided by Vogue Australia would not be changed dramatically. There is a need to maintain the consistency of the product provided, so the loyalists are not being alienated. New changes would be introduced to correspond to the needs of the younger segment of the market. Pricing would not be changed while there would be slight modification with respect to distribution. An easier access for its target audiences to Vogue Australia would be the main point of distribution.In order to maximize the effectiveness of the communication campaign of Vogue Australia the mediums, message content, and the presentation of the communication used would reflect the target segments.


To survive the competitive market Vogue Australia has to enhance customer value by improving the perceived benefits and/or reducing the total costs of ownership. The competitive strategies and the marketing mix tools are designed to maximize the prosperity of Vogue Australia in this volatile and ever changing industry.


Introduction


Vogue Australia is one of the magazines, which Cond Nast publishes in Australia along with various products such as Vogue Kids, Vogue Entertaining & Travel, and Vogue Living. As part of the international group, The Cond Nast Publications Pty Ltd is a wholly owned subsidiary of Cond Nast Publications Inc (CNP). CNP is a publishing company incorporated in the United States. Through its subsidiaries, it is engaged in publishing in the United Kingdom, France, Germany, Italy, Portugal, Spain, Australia, Japan, Korea, Taiwan, Brazil, South Africa, Russia and Greece. Cond Nast Publications Pty Ltd launched Vogue in Australia in 15.


The mission of Cond Nast Publications Pty Ltd is to provide its readers with the latest information on fashion, living, traveling and gourmet cooking. The customers targeted by their range of products are typically in the higher end of the society, whom often demand superior product quality and products that reflect their status in the society.


In recent years, there has been a boom in the range of women's fashion magazine in Australia; with the launching of B in 1, Harper's Bazaar in 18, Marie Claire in 15 and SHE in 1. Along with the traditional women's fashion magazines such as Cleo, Cosmopolitan and InStyle, the market is extremely competitive.


The purpose of this marketing plan would be to investigate the dynamics of the market at the moment in order to formulate a marketing strategy plan which would be best suited for the market environment and the prosperity of Vogue Australia. The scope of the marketing plan would cover both external and internal analysis and with the help of portfolio analysis tools, a competitive marketing strategy would be formed. In order to achieve the marketing strategy objectives the marketing mix tactics need to be addressed. These are product, place, promotion and price. The guidelines and marketing budget would be implemented for the controlling purposes to ensure the success of the marketing strategy.


Research Findings


Primary research was conducted primarily by interview. 40 people who fall into the target audience category were interviewed with the questionnaire (See Appendix A). The questionnaire consists of both closedend and openend questions. Quantitative and qualitative data were extracted from part A and part B of the questionnaire from the interview.


Part A


All of the interviewees were female, the age ranged from 0 to 40, which was within range of the target audiences. The average income was about $50,000. With some exceptions of extremely high and some at the lower end of the income scale. Most of the interviewees were married. The occupation was well diverse but with majority of them being managers.


Part B


With regards to product features, the interviewees generally view them favorably, however a few exceptions have been identified. Vogue Australia has been identified as an old fashion and European magazine by the younger segment of the people interviewed. The suggestions from the target audiences are that Vogue Australia should include more feature articles that are more relevant to Australia women while maintaining its global perspective. It is also suggested that Vogue Australia should change its traditional approach to fashion in order to appeal more to the younger segment of the audience. The uses of the magazine range from passing time to using the magazine as the fashion information provider. The price charged for Vogue Australia has generally been acceptable by the consumers. Friends and advertisements mostly exposed the magazine to the interviewees, providing Vogue Australia the chance to explore the effect of positive word of mouth and promoting via other mediums.


ExternalMarket definition and brand segmentation


The industry, in which Vogue Australia is in, is to provide information to its readers. Vogue Australia competes with the information providers such as fellow publication houses, newspaper, radio, TV, movies, and all sorts of information communication medium. Vogue Australia is in the market to provide women with the latest fashion tips, entertainment and gossip. Its main competitors are InStyle, Marie Claire, SHE, Harper's Bazaar, Cleo, Cosmopolitan and B. They also face somewhat indirect competition from all media types that provide information for the latest women's fashion, entertainment news, and gossip.


Market segmentation is the corner stone of a market-based strategy. A market segment is a specific group of customers with unique customer needs, purchase behaviors and identifying characteristics. Market segmentation opens the door to multiple market-based strategies and greater marketing efficiency. Organizations that sell to consumer and business markets recognize that they cannot appeal to all buyers in those markets, or at least not to all buyers in the same way. Buyers are too numerous, too widely scattered and too varied in their needs and buying practices. Different companies vary widely in their abilities to serve different segments of the market. Rather than trying to compete in an entire market, sometimes against superior competitors, each company must identify the parts of the market that it can serve best.


In trying to segment the market in which Vogue Australia operates in, several of variables can be utilized demographics, psychographics and behavioral.


Demographic


It consists of dividing the market into groups based on variables such as age, sex, family size, income, occupation, education etc. Demographic factors are the most popular bases for segmenting customer groups. These demographic variables are often used in marketing for three reasons (1) they are easy to identify and measure () they are associated with the sale of many products and services () they are typically referred to in describing the audiences of advertising media so media buyers and others can easily pinpoint the desired market target.


Psychographics


Under this category, the segments can be formed from the different needs of the consumers. According to Maslow the needs can be divided into the following 5 areas; physiological, safety, belongingness, selfesteem and selfactualization.


Behavioral


This variable is the third major element that shapes the customer needs. It is concerned with how the product is used, how much it is used and when it is used. All those elements are likely to shape consumer needs of Vogue Australia.


With the aid of primary research, a conclusion can be reach that the potential consumers of Vogue Australia is most likely to be young females who have relatively few financial burdens, tend to be interested in fashion and are recreation oriented1. The typical psychological profile of readers of Vogue Australia are associated with characteristics of being young optimist, having a look at me mentality and often socially aware.


Market Segments


Aspirers


Age 05, most of this target segment is still at university, works part time, affectionate fashion followers and trendy, they usually are the fashion leaders in their environment, they hope that one day they would be just like the young female professionals in segment two ().


Young Professional Female


Age 55, earnings in the top 0% of the population, usually in the managerial positions, have tertiary education or higher, affectionate fashion followers and trendy and they are usually opinion leaders who try new things and being admired by general female population for their achievements.


Trendy Middle-aged Women


Age 545, usually belongs to higher end of the scale of the society most of them in the managerial positions or housewife of top income households, usually had higher or tertiary education, likes to look elegant, young and trendy, they are fashion followers as well.


ExternalMarket analysis


The general trend in the women's magazine publishing is that they have capitalized on every woman's need to learn what is new quickly and where to find it by providing them with one easily digestible package"A one stop shopping guide for a girls every whim". These magazines have engaged in differing marketing strategies but have similar goalsto engage modern, young women and to increase the number of their advertising pages.


The magazine industry, in particular the women's sector is continually being challenged by the times.They are always struggling with how to keep current and thus they always have to change.High-fashion magazines like Vogue Australia, Harper's Bazaar, and Marie Claire were once tailor made for an elite group of people wearing clothes that only an elite few could afford.The big challenge today is to engage the modern woman; new consumers, especially young women.This has led to the growing trend of reworking the classic model of the fashion magazine.Magazines are reinventing fashion in a more cultural or social context.It is no longer enough to merely produce a commercial photo anymore, "You have to tell more of a story, and you have to supply more of a context or personality"


The analysis of the market can be demonstrated more thoroughly by the analysis tools such as the Porter's Five Forces Model and the PEST analysis.


Porter's Five Forces Model


This model puts emphasis on the five (5) elements that shapes the competition of the industry in which Vogue Australia is in. the elements are Suppliers, Substitutes, Buyers, Potential Entrants, and industry competitors (See Appendix B).


Suppliers


The focus of this element is to look at the bargaining power of the suppliers and how they shape the industry. The suppliers for the magazine industry would be the firms providing papers, inks, and any other material that would be used in the production of the magazine. The power of the suppliers is limited because there are a large number of the firms who provides the materials necessary for the production for magazines which means that the publication houses can easily replace suppliers without having too much problem.


Substitutes


The threat of substitutes for Vogue Australia and fellow magazines publishers are great. The industry, which Vogue Australia is in, provides information on women's fashion, entertainment and gossips. The information can be distributed through a number of mediums such as newspaper, TV, radio and other printed advertisements.


Buyers


The buyers have a great influence on the contents provided by the magazines. The buyers have great bargaining power due to its sheer number of consumers for women's fashion, the publication houses have to provide information that is sought after by the public and information that is relevant, interesting to the targeted audiences otherwise they would lose sales to its rivals.


Potential Entrants


They represent another form of threat to the publication houses. The overhead cost of the magazine industry is not great however the new entrant would have to be able to secure the distribution channel to ensure the exposure to the customers otherwise it would not be able to make an significant impact on the overall industry. The threat of new entrants could therefore be relatively large since the only major factor keeping the new competitors away is channel access. Information and other elements for publishing a magazine can be obtained without too much trouble. This is illustrated by the late boom of the total number of magazines launched in recent years.


Industrial Competitors


The competition within the market is very intense. The competitions for Vogue Australia cover an enormous range. Vogue Australia faces competition from other titles or media, which provides same type of information such as women's fashion, entertainment and gossip. Vogue Australia also faces indirect competition from magazines and media covering other topics because they are all competing against each other for the disposal income of the general public.


PEST Analysis


Political


The political situation of Australia is reasonably stable. The media has rights to publish any thing that they wish to, there be freedom of speech in place, which allows the publishers to release information that might be controversial. The freedom that the media enjoys facilitates the exchange of information from the publishers to the public. The women movement can also have come bearing on the contents covered by the magazines.


Economic


Recent economic downturn has made operation for the publishing houses difficult. The increase in interest rate would definitely have some effect on the purchasing power of the households or individuals. Due to the increase of the interest rate, consumers would save more and consume less, which ultimately leads to even more fierce competition for the share of the consumer expenditure experienced by the magazine sector. The profitability of the publication houses could decrease as a result of the increase in interest rate.


SocioCultural


Due to the recent changes in women's rights, women are seeking more recognition from the society for their contribution. They no longer see staying home and taking care of the children the only means of their life. Women these days are actively seeking to achieve their dreams and fighting for the equality of the two sexes. There is a tendency of integrating the global perspective into the magazines; the articles in the magazines cover a wide range of issues faced by today's women. There are less and less boundaries of different cultures around the world. In Australia, there are many women who come from different cultural background, therefore the magazines would have to cater for the diversified needs of its readers.


There is also a trend that emphasis on convenience of products, which leads to the introduction of pocket size magazine by B. The introduction of pocket size magazine could transform how the magazines are presented as the smaller size would mean convenient for the consumers to carry in their handbags and the reduce in production costs due to its less need for materials for production.


Technological


Cond Nast is operating in an extremely competitive industry and as such has to maintain and develop the skills of its staff to compete. Technological advances within publishing have developed rapidly and CNP Australias magazines were some of the first in Australia to be produced utilizing computer to plate printing technology, which enhances the quality of the product. Vogue Australia can utilize recent technological changes to improve its value creation for the customers and find new ways to manage the information exchange more efficiently.


External AnalysisCompetitor Analysis


Vogue's major and direct competitors are the larger publishing companies, including Marie Claire, In Style, Harper's Bazaar, SHE, Cleo, Cosmopolitan and B.These magazines have engaged in differing marketing strategies but have similar goals to engage modern, young women and to increase the number of their advertising pages. The indirect competitors include any media that provides information on women's fashion, entertainment news and gossips; for example, radio, newspapers, TV… etc.


The competitive position and the market attractiveness for each of the major publisher of women's fashion magazine is summarized below


Vogue AustraliaCompetitive Advantage 67%, Market Attractiveness60.5%


Harper's BazaarCompetitive Advantage 65%, Market Attractiveness 56%


Marie ClaireCompetitive Advantage 6%, Market Attractiveness 60.5%


InStyleCompetitive Advantage 54%, Market Attractiveness 58.5%


SHECompetitive Advantage 58%, Market Attractiveness 5%


CleoCompetitive Advantage 75%, Market Attractiveness 64%


BCompetitive Advantage 67%, Market Attractiveness 6%


CosmopolitanCompetitive Advantage 75%, Market Attractiveness 65%


With the figures shown above, it is clear that Cleo and Cosmopolitan are the two major women's magazine in the Australian market with their competitive advantage factor reaching 75% whereas for all other titles the average mark is 65% with InStyle and SHE scoring the lowest in the competitive advantage section (See Appendix C).


The market attractiveness mark is about the same for all the titles since they all operate within the same type of the market. The variation of figures is contributed by the differences customer familiarity and customer loyalty between the titles.


Harper's Bazaar


Harper's Bazaar has total readers amount to 168,000, total circulation of 5,4 and it has the market share of 6% (See Appendix G). Harper's Bazaar is proven to be a Dog in the BCG matrix due its relatively low market share and the fact that the market growth is limited because of its maturity. According to its competitive advantage and market attractiveness factors, Harper's Bazaar belongs to the area in the GE matrix, which calls for a defensive strategy to either harvest or leave the market (See Appendix F).


Their competitive strategy involved making a magazine more accessible, with profile clothes that women really wear, with humorous gossipy articles and easy to follow fashion tips. Harper's Bazaar's strategy involves a high degree of change in order to "…recharge a once great brand that's gotten old and stale".


Marie Claire


Marie Claire has total readers amount to 580,000, total circulation of 4,6 and it has the market share of 11% (See Appendix G). Marie Claire is proven to be a Cash Cow in the BCG matrix due its reasonably high market share and the fact that the market growth is limited because of its maturity. According to its competitive advantage and market attractiveness factors, Marie Claire belongs to the area in the GE matrix, which calls for a defensive strategy to protect its market share and/or an offensive strategy to grow its presence in the market by increasing market share (See Appendix F).


Marie Claire (a joint venture between Hearst Magazines and Marie Claire Album SA) are currently matching high fashion with street-ware, endeavoring to provide fashion at every price point.This can be seen in the November 000 issue, which featured "100 Best Buys Under $100".Marie Claire also contains features about women form all around the world. According to the Audit Bureau of Circulations, Marie Claire's circulation has jumped up by 8.6% in 001.


InStyle


InStyle has total readers amount to 0,000, total circulation of 60,17 and it has the market share of 7% (See Appendix G). InStyle is proven to be a Dog in the BCG matrix due its relatively low market share and the fact that the market growth is limited because of its maturity. According to its competitive advantage and market attractiveness factors, InStyle belongs to the area in the GE matrix, which calls for a defensive strategy to either harvest or leave the market (See Appendix F).


SHE


SHE has total readers amount to 18,000, total circulation of 70,416 and it has the market share of 8% (See Appendix G). SHE is proven to be a Dog in the BCG matrix due its relatively low market share and the fact that the market growth is limited because of its maturity. According to its competitive advantage and market attractiveness factors, SHE belongs to the area in the GE matrix, which calls for a defensive strategy to either harvest or leave the market (See Appendix F).


Cleo


Cleo has total readers amount to 78,000, total circulation of 06,784 and it has the market share of 4% (See Appendix G). Cleo is proven to be a Cash Cow in the BCG matrix due its relatively high market share and the fact that the market growth is limited because of its maturity. According to its competitive advantage and market attractiveness factors, Cleo belongs to the top right hand corner in the GE matrix, which calls for a defensive strategy to protect the market shares they possess (See Appendix F).


B


B is the first magazine to introduce the "pocket" size magazine which fits into the female carry bags easily prompt the convenience factor. It realizes the fact that some female carry smaller handbags and the only to take their magazines with them comfortably wherever they go are for the magazines to fit into their handbags. B has total readers amount to 70,000, total circulation of 15,000 and it has the market share of 14% (See Appendix G). B is proven to be a Cash Cow in the BCG matrix due its relatively high market share and the fact that the market growth is limited because of its maturity.According to its competitive advantage and market attractiveness factors, B belongs to the area in the GE matrix, which calls for a defensive strategy to protect the market shares they possess and/or a offensive strategy to growth its market share to compete with the market leaders (See Appendix F).


Cosmopolitan


Cosmopolitan has total readers amount to 10,000, total circulation of 06,17 and it has the market share of 4% (See Appendix G). Cosmopolitan is proven to be a Cash Cow in the BCG matrix due its relatively high market share and the fact that the market growth is limited because of its maturity. According to its competitive advantage and market attractiveness factors, Cosmopolitan belongs to the top right hand corner in the GE matrix, which calls for a defensive strategy to protect the market shares they possess (See Appendix F).


The marketing strategies of the titles shown above are generally similar; to appeal to younger audiences by changing their traditional approach to the delivery of the women's fashion magazine. The costs of operations would also be quite similar across different titles as well with a few exceptions such as Vogue Australia who uses high quality paper.


Internalanalysis of organizational competencies


Vogue Australia has total readers amount to 14,000, total circulation of 51,0 and it has the market share of 6% (See Appendix G). Vogue Australia is proven to be a Dog in the BCG matrix due its relatively low market share compared with its major competitors in the market and the fact that the market growth is limited because of its maturity. According to its competitive advantage and market attractiveness factors, Vogue Australia belongs to the quadrant where in the GE matrix calls for a defensive strategy to protect the market shares while also engaging in offensive strategy to grow its market share (See Appendix F).


Vogue is one of Australia's leading fashion journals. Vogue, the leading fashion journal has survived two world war, and met the challenge of women liberation, effortlessly claimed a century of style as its own. Vogue has proven to be one of the most successful in its industry, considered 'untouchable'. While most magazines are facing a steady long-term decline, Vogue has been showing a stellar performance in a tough market. The latest figure shown that Vogue Australia has grown .8% between the period of September 001 and December 001 (See Appendix D).


Graphic design is especially evident in this kind of product - magazines.In the Vogue website, it also states that " technological advances within publishing have developed rapidly and CNP (Cond Nast Publications) Australia's magazines were some of the first in Australia to be produced utilizing "computer to plate" printing technology, which enhances the quality of the product." This states CNP notices the importance of quality and what it does to maintain the quality and consistency. Coupled with the technology progress and the prestigious image of Vogue Australia they would be able to take advantage of any market opportunities as they arise.


Summary of the external and internal analysisSWOT analysis


Strengths


•The unique "Vogue" brand image, which creates brand awareness, recognition and provide emotional value to its target audiences.


•The main strength of Vogue Australia is their prestigious and upmarket image which their readers aspire to.


•The "computer to plate " printing technology used in the production enables Vogue Australia to produce magazine that is on the top end of the scale enhancing the graphic presentation of the magazine. The increase in the quality of the magazine has helped Vogue Australia create customer value compare to its competitors.


•The enduringness of Vogue Australia.


•Vogue Australia is the most subscribed magazine on the Internet.


Weakness


•The main weakness of Vogue Australia is its reach to the target audiences. Based from primary research, Vogue Australia is not readily available in some areas of Sydney, hence jeopardizes its chance of reach of consumers and restricts its market share and growth.


•The contents are relatively foreign to the Australian public due to its European style, which could restrict the sales of its magazine because the readers are not interested in the contents.


Opportunities


•The main opportunity for Vogue Australia is in horizontal integration. Vogue Australia can leverage its brand image and prestige reputation to provide consumers more products than just its magazines. Vogue Australia can launch products such as cosmetics and handbags.


•The revolutions of information technology could help Vogue Australia manages its information and production system more effectively and efficiently.


•Due to the increasing popularity of the Internet, Vogue Australia could reach more people via advertising on the Internet.


•The improve in the Internet technology and increasing trust of consumers in providing personal information on the Internet could see Vogue Australia receive more online subscription and build an extensive consumer database for monitoring consumer needs and provide them with the chance to create customer value.


Threats


•The improvement in the information technology could see women's fashion, entertainment news and gossip delivered electronically, which could force the printed media industry undergo major changes. For example the music industry has to change the way to provide entertainment because of the boom of MPs.


•There is always the threat of new entrants to challenge the existing players in the industry due to the low fixed costs associated with the media industry.


•The economic situation of Australia could also threaten the well being of Vogue Australia, such as increasing interest rate.


•The threat could also come from the current competitors.


Strategic objectives and issues


The strategic objectives for Vogue Australia could contain the two () following categories


Financial Objectives


In the financial aspect of the business Vogue Australia would first of all like to increase its market share in order for them to move from being a Dog in the BCG matrix to a Star (See Appendix E). In moving from Dog to being a Star, Vogue Australia would increase its profitability in the long run, which is beneficial to the firm.


Marketing objectives


With regards to the marketing objectives, Vogue Australia should improve its market share and customer loyalty. Those are the two () main factors that are separating Vogue Australia with Cleo, and Cosmopolitan; the market leaders. In order to achieve improvement in market share, Vogue Australia needs to make progress in their distribution channel, which ultimately affects the exposure and access of customers to the magazine. With wider reach and increase customer loyalty, Vogue Australia would be able to increase its market share and hence move from being a Dog to the more desirable Star position.


Competitive marketing strategy


With the aid of GE matrix analysis (See Appendix F), it is clear that the competitive strategy best suited to Vogue Australia would be a combination of defensive and offensive strategy.


The defensive strategy is used to protect its existing niche market share in order to maintain its position in the market, while the offensive strategy is used to increase its market via penetration or development of the market.


Defensive strategy


The defensive strategy in this case would be used to protect the niche market share held by Vogue Australia. Vogue Australia belongs in the niche market due to its selective target market. The target markets chosen represent a niche of the female population (high education, high incometop 0% earners, career oriented, and relative young age ranging 040). Vogue Australia is able to enjoy its profitability because they provide high quality product and it fits with the mentality of the target customers, who can associate themselves with the magazine. Although Vogue Australia has small market share compared with Cleo and Cosmopolitan, they were able to continue to be profitable because of its focus on serving the particular niche in the market.


Offensive strategy


In order for Vogue Australia to increase its market share, they need to implement a strategic plan to increase its market share potential. With the analysis of Vogue Australia in previous sections of the report, it is clear that the ways for Vogue Australia to increase its market share potential are either of the following or a combination of the followingincrease its product availability, increase its product preference, and increase its purchase intentions. The various issues would be addressed in the marketing mix tactics.


Marketing mix tactics


The marketing mix tactics consists of product, price, place/distribution, and promotion/communication. The role of the marketing mix tactics is to help implement and achieve the goals of the marketing strategy of Vogue Australia.


Product


"A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organizations and ideas."


Vogue Australia's core product is "Fashion". The magazine offers the latest information on fashion to its target audiences. Its actual products are the brand name, packaging, and quality of the articles, styling, and all the feature stories that is covered in the magazine. The augmented products that are provided by Vogue Australia are horoscope, online services, travel, and membership club (See Appendix L).


A product positioning strategy targets to provide a good source of cash flow a business by creating an attractive product-price position. It is crucial for having a greater market share. A desired level of market share depends on the product positioning and the marketing effort of the business.


A business must develop a product positioning that reflects target customer needs and provide them with superior benefits than the main competitors' product positions. A lower price is powerful in price sensitive markets whereas in some markets where differentiation is possible and customers are willing to pay higher prices for the products that deliver greater benefits. In these markets, various strategies are possible. Meaningful product, service and brand image differences offer potential to create a more attractive product position. Main goal of a product positioning strategy must be creating superior customer value than those offered by competitors.


In the very competitive women magazine market, offering a superior value to the customer will absolutely improve the competitive edge. Vogue Australia offers customer value through its high quality product and prestigious brand image. Vogue offers the latest fashion trends from European fashion centers namely, London, Paris, and Milan. Additionally, great range of cosmetics and beauty sections are included as core products. In order to create a greater customer value Vogue Australia offers additional products such as horoscope, travel section, membership club, online services, stories about successful women, health and diet and where to buy. Despite the superior product offering Vogue Australia's market share is limited due to the fact that its appeal is limited to middleaged women. In order to reach greater proportion in the market, it should reposition the product. Women fashion magazine market is not a very price-intensive market, and most of the magazines have prices with smaller marginal difference, reducing the current price will not provide desired outcomes. Therefore, product-positioning strategy should be targeting to create superior benefits than those offered by major competitors. In the process of repositioning, because of having a brand reputation already, Vogue should focus on service and product differentiation. It should target younger women by containing more about lifestyle, gossip, news about famous people, issues about real life, feature articles, photographic essays, stories and greater range of fashion with those target middle income levels but still trendy. Survey results show that most respondents are seeking greater range of fashion and more articles about lifestyle. Also, horoscope and travel sections are amongst the most popular sections that customers are after. (More information concerning product attribute, branding, packaging, labeling and productsupport services please refer to Appendix M and N).


Price


The current consumer price for the Vogue Australia magazine is $7.5.This is affected by both internal company factors along with external environmental factors (See Appendix O). The internal factors of setting the price of Vogue Australia should take into account of the production costs, marketing objective, marketing mix strategy, and organizational considerations.


Pricing decisions are also buyer-orientated. Vogue also delivers readers that spend well in excess of the female average.It is evident that many Vogue readers are high income earners and spenders, they are elegant and assign great value to knowing current fashion and lifestyle trends and finding out about them from Vogue.Other factors in the external environment such as economic conditions have affected pricing decisions at Vogue. The recession in Asian markets in 18 and the increased costs of postage and paper for example, has led to Vogue passing increases to the advertisers using their magazine. Vogue Australia is doing this by introducing a larger than usual ad rate (See Appendix P). Vogue Australia should also take into account of the economic conditions such as the effect of the new budget plan released by the Australian government, when considering the price to charge its readers. In addition, Vogue designs its magazine in A4 size. This is a common form in the magazine industry. However, there is a new form now appearing a handbag/pocket size, which is half size smaller than an A4 page. This size can only be found in two () competitive magazines in the market, but it may pave the way towards a new trend, as it is easier to carry, and of course cheaper to produce than A4 size magazine while content basically remains the same. Thus, if Vogue Australia decides to pursue the new design of the magazine, the pricing decisions would also vary due to the reduction of production costs.


In conclusion, price charged must match the value customers place on the benefits they receive from Vogue Australia while ensuring the continuity and prosperity of Vogue Australia.


Place/Distribution


As Companies grapple with globalization, trade liberalization and Information Technology they are forming complex network of alliances. These include outsourcing, co- branding, product development and Internet distribution designed to capture more customers and obtain as much value as possible. They are designed to enable firms to grow faster at lower cost and to gain competitive advantage. Companies need to combine their competencies to enable them to maintain strong global position in future markets.


Marketing logistics network is a system to deliver the products and services to the end users efficiently and effectively. Besides this, there is a major part within the marketing logistics networks, and is called marketing channel. " A marketing channel is a network of interdependent organizationsintermediariesinvolved in the process of making a product or service available for use or consumption by the consumer or industrial user."


A distribution channel is a set of interdependent organizations involved in the process of making a product available for use or consumption by the end user. Vogue follows the distribution channel in the form of distributing Vogue Australia via retailer (an intermediary) (See Appendix Q).


The distribution channels chosen would both reflect the association that Vogue Australia wishes to attach with and the ability to reach target audiences that Vogue Australia value.


Newsagents & Convenience Stores


Newsagent and convenience stores are common places that deliver the magazine to the consumers.Convenience stores are becoming more and more popular nowadays in Australia. " Convenience stores (C-stores) are small stores that carry a limited line of high-turnover convenience goods, as Seven (7)Eleven and Food Plus"4. These C-stores are normally located near the residential areas and open twentyfour (4) hours and seven days per week. Although selling prices of goods may be a little higher than usual, these stores are convenient and can satisfy customers' needs and wants at anytime, even four (4) o'clock in the morning. Other than this, many convenience stores operate with petrol stations, like 7-Eleven. Selling Vogue through newsagents and convenience stores enables buyers to easily access "impulse products" like magazines.


Supermarket


Coles, Woolworths, Bi-Lo, and Franklins are the popular supermarkets in Australia.Delivering the magazine through the supermarkets creates the chance for Vogue to build a relationship with people who tend to buy groceries only. Supermarkets are normally clearly categorized different sections for different goods. While customers shop around and pass through the magazine area, there might be a chance to construct the relationship between buyers and producers. Thus, Vogue does not forget to choose supermarkets as one of its distribution channels as it offers Vogue Australia great exposure.


Trendy Coffee Shops


Starbucks and Gloria Jeans could be seen as potential distribution outlets. Both coffee shops possess a young trendy feeling that echo the personality that Vogue Australia desires to be associated with in order to appeal to the younger market segment. They would be used as part of the promotional tools to boost the sales of Vogue Australia and increase exposure to the right target audiences. Whether they would become regular distribution partners of Vogue Australia would depend on the success of the promotional campaign.


Subscription


Subscriptions means buyers can consume Vogue straight away, without any intermediaries involved. Again, this is the shortest and simplest distribution channel. Moreover, this also helps marketers to count its turnover easily, and helps marketers to notice whether its business is stable. Furthermore, following the steps of development of new technology, "E-Marketing" is getting more and more popular. Other than publishing the magazine, Cond Nast Publications offers Vogue on the website, thus people who are interested in the magazine can also subscribe through the net to save time and cost.


Alliances could also prove to be fruitful for Vogue Australia. By entering in arrangement with strong partners who share the same vision as Vogue Australia, the effect of reach of target audiences would be greatly influenced. Such partners could be Starbucks, Gloria Jeans, and other fashion outlets.


Promotion/Communication


" Promotion is the element in an organization's marketing mix that serves to inform, persuade and remind the market of a product and/or the organization selling it in the hope of influencing the recipients' feelings, beliefs or behavior". Mass communication would be utilized due to its ability to cover most of the intended target audiences. The main tool of mass communication is advertising. The other tools of promotion used would be sales promotion, Direct & Online, and special events. Sales promotion and Direct & Online are chosen based on their importance for consumer markets (See Appendix J).


Vogue Australia needs to understand the dynamics of the communication process. There are nine elements involved in the process of the communication (See Appendix R). Vogue Australia needs to know what audiences they want to reach and what responses they want. During the process of encoding the message, emphasis should be placed on how the target audiences would decode the message. The message sent must effectively reach the target audiences; the media chosen would be vital to achieve this. Feedback channels must be developed to enable the assessment of the customers' responses of the message (The full detail of the process of determining the communication campaign would be found in Appendix R).


The following is the brief summary of the combination of communication and promotion tools


Advertising


In advertising, all media types would be utilized. These are broadcasting, printed, and display medias. Television would be the primarily source of advertising due to its potential reach of target audiences and it would also mean Vogue Australia can deliver the message to its full extent allowing Vogue Australia to incorporate all the elements of the communication into the message. A credible, trustworthiness and someone who the target audience can identify them with or aspired to would carry out the delivery of the message. The TV advertising would be shown during the times when there are shows which fits with the mentality of Vogue Australia. The suitable shows include Sex in the City, and Alias. Magazines, newspaper, billboards would be the secondary sources of advertising. The printed and display medias are used also because of its reach and they cost relatively less than television advertising. Attention grabbing headlines, eyecatching pictures, and other forms of visual stimuli would be incorporated to gain target audiences' attention and achieving the ultimate goal of delivering the message. The advertisement would be shown mainly one week prior to the monthly launch of the new issue of the magazine.


Sales Promotion


Sales promotion would carry out the task of boosting sales and increasing the awareness of the target audiences. The venues for sales promotion events could be Starbucks, and Gloria Jeans. Both coffee shops possess the quality that Vogue Australia would like to see them attached to and both coffee shops capture the traffic flow that is sought by Vogue Australia.Starbucks and Gloria Jeans both have the trendy image about them, and provide high quality coffee, which attracts lots of people amongst them, many potential Vogue Australia target audiences.


Special Events


Vogue Australia could also apply its new concept during special events such as Australia fashion week, informing the fashion industry and those who pay close attention to fashion news that they intend to change its strategy and move into a younger segment. The benefits of announcing its intentions in fashion week are not only the exposure it gathers but also the chance of getting feedbacks from the fashion industry, which help Vogue Australia determine the appropriateness of the strategy.


Direct & Online


Internet has become the latest tool of advertising, revolutionized the method of communication. The benefits of advertising on the Internet are that it is low cost and reach of its target audiences, due to the vast number of people now engages in net browsing. Vogue Australia could link its website with other fashion sites and cosmetics sites, which share the same mindset or those who Vogue Australia would like to be associated with in order to achieve maximum effect of its communication campaign.


Marketing budget


The practice with several years of continuous marketing history and more important, results data can use top-down budgeting to project next years budgets based on this years budgets and results. A marketing plan is then developed to meet goals and objectives and stay within the predetermined budget. It is necessary to begin marketing planning with some concept of what the practice can and will spend. The most important factor in setting appropriate budgets is having reasonable, measurable goals and realistic expectations. This is the time to be brutally honest about how much can be spent and exactly how much is expected in return.


The future sales of Vogue Australia would be steadily increasing due to the effect of the marketing strategy. At the first couple of years the effect might be minimal as it takes time for the communication campaign to take effect, however it is expected after the initial periods of introducing the advertisements, the sales of Vogue Australia would pick up (See Appendix S).


The purpose of conducting sensitivity analysis is to determine whether the project is still viable with difference levels of performance. As for Vogue Australia, the sensitivity of the project would be slightly high due to its limited budgets. Vogue Australia is only a subsidiary of the American company therefore its ability to raise significant funds to finance the project and suffer loss for a few years might not be viable. The continuity of the campaign relies heavily on the sales figure during the first few years.


Implementation and control guidelines


The success or failure of the marketing plan depends very much on implementation and control. To make sure the implementation of the marketing plan is successful, Vogue Australia has to pay careful attention to the following three () elements that set the foundation of sound implementation of the marketing plan. These are owning the plan, supporting the plan, and adapting the plan (See Appendix T).


Vogue Australia has to assign a team of experts, who are passionate about the marketing plan to oversee the whole implementation of the strategy. Vogue Australia should also encourage involvement of its workers in the marketing strategies. The workers should be rewarded and recognized for their efforts in the formulation and implementation of the plans in order to keep them motivated and upbeat about the operations.


Sufficient support from the top-level management is also vital to the success or failure of the marketing plan. Without support of resources and skilled personnel, even the best marketing plan would be a failure. The plans should be given time to prove its worth, Vogue Australia needs to be patient about the marketing plan delivering results, however if the plans are proven to be inferior then Vogue Australia should terminate it immediately or find ways to improve its performance.


Finally, Vogue Australia should encourage constant feedbacks from the target audiences and its employees. In doing so, Vogue Australia can better the marketing plan to suit the circumstances, adapt to changes in the external environment. This is a particular important stage of the implementation of the marketing plan, because the management should not blindly follow the original marketing plan without making any adjustments to suit the ever changing, volatile business environment and customer demand.


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