How Does A Firm?s Pricing Poli :: essays research papers

How does a firm’s pricing policy relate to the product’s life cycle? When a company launches a new product, it knows the product won’t last forever. However, the company does expect to earn a satisfactory profit to cover all the effort and risk that went into launching it. A firm can never accurately predict the lifetime of a product, but the lifetime involves four distinct stages. These four stages are collectively known as the Product Life Cycle (PLC). The first stage is the introduction stage, when the product is first launched. Sales growth tend to be low as consumers are ‘introduced’ to the existence of the product. At this stage therefore, profits are negative or low because of the low sales and high distribution and promotion expenses. Much money is needed to attract distributors and build their inventories. Promotion spending is especially high to inform customers of the new product and get them to try it. One of the biggest launches in recent history is that of the DVD player. Not only is this a new product, it’s a whole new market. Industry executives have named DVD-Video the "Medium of the Millennium" and boast that DVD-Video is the fastest growing new packaged media format launch in history with close to 5.4 million DVD-Video players shipped to retail since the format launched nationally in the U.S. in autumn 1997 (Consumer Electronics Association). The outlook for next year is equally promising. The DVD Entertainment Group estimates that hardware shipments will double to eight million DVD-Video players in 2000. And, based on the success of the format exceeding all previous forecasts that number could be even higher. The group also estimates that the installed base will more than exceed 10 percent of US households, a benchmark of success for a consumer electronics product. The surge in hardware sales is a positive boost for retailers. In 1999, DVD-Video hardware represented more than $1 billion in retail sales. This includes stand-alone players only and does not include DVD-ROM drives or other home theater products. There are now nearly 70 DVD Video player models marketed under 30 different consumer electronics brands. In only its third year in the marketplace, DVD-Video player prices have declined significantly. According to Intelect ASW, the average price sold for a DVD-Video player was $298 in November, down 30 percent from $428 at the same time last year. Some players and models are available for less than $200 making the format accessible to the mass market.

SWOT Analysis of Nestle Australia Ltd Essay

Executive Summary This SWOT (strength, weakness, opportunity, threat) report examines those four areas of a new Nestle product in the market. This product has a new and unique mixture that has never been in the local market shelves ever before. Although this report is mainly about the new product, it also looks at the history of Nestle and goes into depth about the SWOT of the company. Introduction and background: This area provides a brief overview of the company’s products that has already been in the market, its current market, and relevant history of the breakfast products of Nestle. SWOT table: A one page table that state the strengths, weaknesses, opportunities and threats of this product. Findings: A one page explanation of the points listed in the SWOT table, and ranking it from the most important to the least. Recommendations: A two page description of the new product, and justification of the choice made by choosing this product using at least one of the four analysis points. Introduction Nestle is the world’s leading food company. Nestle was found in 1866 by Henri Nestle and became one of the biggest food and beverage company. Nestle started at providing babies food with high quality. However, in recent years, Nestle has focused on nutrition, health and wellbeing. Since establishment until now, Nestle has been through 6 stages: 1866 – 1918: Food products for babies and Powder milk; 1918 – 1944: Chocolate, Coffee and Fresh milk; 1944 – 1975: Fast food Maggi; 1975 – 1981: Fast food products; 1981 – 1996: Yogurt and Butter; 1966 – Present: Ice cream. Nestle develops its company by the way of acquisition; they acquire other international companies to expand their market. However, it also faces the risk of controlling their business with a large market from different locations. Many companies enter into the food industry which has increased the number of competitors in this market. Nestle has focused on finding and  developing new products that concentrate on health and how to maintain customer’s health. The main competitors of Nestle are Unilever, PepsiCo Inc., Kraft Foods Group Inc., and Groupe Danone S.A. Through five years, the profit of Nestle Australia was decrease because of the competition of other companies; in 2012 it profit was 248,505 million. Table 1: Financial of Nestle in the last 5 years This report will recognize some strengths, weakness, opportunity and threat for Nestle. The below section has taken a brief overview of SWOT analysis. In the discussion section, the key of strengths, weaknesses, opportunities and weaknesses are analyzed in more particular. Finally, the suggestion for the company is made. SWOT Analysis Strength Weakness 1. World’s largest beverage and food company ($7 billion in revenue). 2. Affordable product price 3. Wide range of product catalogue 4. Research & Development capabilities (food and nutrition research) 5. Distribution channels and geographic presence 6. Competency in mergers and acquisitions 1. Inability to provide consistent quality in food products 2. Employees’ safety failure 3. Customer fears to try the unique mixture product of nestle 4. High Spending on advertising 5. Weak implementation of Corporate Social Responsibility Opportunities Threat 1. Brand image (advertising and promoting targeting children) 2. Increasing demand for healthier food products 3. Establishing new joint ventures 4. Uses many type of marketing to promote their product 1. Competition 2. Substitute goods 3. Food contamination 4. Rising of raw material price 5. Trend towards healthy eating Discussion Strengths As Nestlà © is a world renowned brand it has certain key core competencies. One would be the unmatched product and brand portfolio. The business offers one of the widest portfolios of food and brewery products in its sector. It also operates 29 brands that earn more than $1 billion in annual revenues. With more than 8,000 products it is hard for any other corporate to compete against Nestlà ©. Second would be the company’s ability to grow with research and development. Nestlà © invested more than $2 billion in research and development in 2011. It’s introducing new and redesigned products every year, strengthening firm’s competitive advantage. Third would be the distribution channels and geographic presence. Nestlà © runs in more than 100 countries and has extensive distribution channel all over the world, which supports its operations globally. Fourth is the core competency in mergers and acquisitions. Over the years Nestlà © has been forming successful partnerships and acquiring other companies in order to grow and maintain its leadership in the market. Lastly the brand reputation valued at $7 billion. Nestlà © is known almost everywhere and has a reputable brand for its products that are used by millions every day. Weaknesses Nestlà © has its weaknesses however it is very minimal in comparison to other companies. One would be its Inability to provide consistent quality in food products. Nestlà © has been recalling many products from trade due to food contamination or poor quality supplies. This does not only hurt firm’s sales but its image as well as the business is unable to control quality of the products. Another would be its weak implementation of corporate social responsibility. The company has announced and is involved in many programs that aim to make company more eco-friendly and improving the working  conditions of its suppliers. Still, Nestlà © receives a lot criticism over the effectiveness of its programs. Opportunities Every individual company is seeking to maximise their opportunities, However, when taken into consideration few key areas can be taken into account. First is the increasing demand for healthier food products. The trend of buying and consuming only healthy food products is a major shift in consumer tastes and opens up an immense market for companies. Currently, Nestlà © tries to introduce more healthy food products in response to the trend. Another is acquiring start-ups specializing in producing well-being products. Many new start-ups are forming and introducing new products for well-being or revolutionizing the ways those products are made. Start-ups are cheap and can easily be acquired. Nestlà © is focusing on providing more well-being products and this is a great opportunity to expand its portfolio. Another good opportunity for Nestlà © would be establishing new joint ventures. Nestle is already involved in many successful partnerships with major world companies like The Coca-C ola Company and Android. Threats Majority of the companies in businesses face threats on daily basis however, it the actions that need to be taken in order to minimise future threats. One major factor is Food contamination. Although it is Nestlà ©Ã¢â‚¬â„¢s responsibility to run thorough quality checks of its products, the company had been reportedly providing contaminated food or other products to the market. Such actions hurt company’s reputation and result in losses. Second would be the trend towards healthy eating. Nestlà © is a major supplier of chocolate and chocolate drinks that have high level of calories and due to changing customer habits, will experience decline in demand. As the Growth of private labels is rapidly increasing, this may have a long term effect on Nestlà ©. The growing number of supermarkets and other retailers are introducing their own label products that cost less and can easily compete with Nestlà ©Ã¢â‚¬â„¢s product portfolio. Lastly, rising raw food prices which generates a ma ssive impact for all businesses. With an overall growth of world economy and population, the demand for raw food will rise. The result of that will be higher material costs and squeezed margin for Nestlà ©. Recommendations The Entourage’s new idea is a novel, unique and inspired product whose immense popularity will see it flying off store shelves and is surely going to be a new step forward for the Nestle Company. The product in question is a new type of cereal, which may seem dull and boring at first glance, but the appeal of the product lies more in its enhanced practicality. The product is a range of new cereal flavours consisting of wheat flakes, dried fruit and flavouring (chocolate, vanilla etc.). The wheat flakes will be in the shape of triangles, to achieve a brand image and for consumers to relate a simple/everyday object with our cereal, so that they are constantly reminded of it. The cereal is sold inside bottles/cans. When consumers buy the product, they will simply need to pour milk into the container and the result is an instant cereal fix, whether at home, at work, on the bus or anywhere else. The bottle/can also come with a resealable lid, which can be opened and closed at will to avoid spilling the cereal. Other cereal products force the consumer to sit and eat, despite the fact that they may be running late and other on the go products are liquefied sugar that merely provides a mild energy boost, whereas our product combines the best of both worlds. Not only does the consumer get a filling, wholesome and tasty breakfast, but they also receive these benefits without sacrificing time, an important resource in the morning. Strategy Profiles: Competition (Threat)/Brand Recognition Worldwide (Strength) – A day to day problem for firms is the constant competition from other businesses, whether minor or major. When attempting to launch a product and/or maintain its life on store shelves, there will always be demand for a competitor’s product. However, with smart advertising and a big name like Nestle, we can work to ensure that our product is what people are constantly talking about. Products are high in sugar and fat (Weakness)/Further research into nutrition (Opportunity) – Our product may not be the most fattening item on store shelves, but a high sugar content isn’t usually the best image for a product. But with research into health and nutrition, the product can  change. By constantly tinkering with and changing the recipe, we will be able to achieve a product that is not only nutritious, but retains that delicious flavour that the product is famous for. Customer fears to try the product (Weakness)/Affordable product price (Strength) – Consumers will always prefer to buy products that they are familiar with, instead of trying new items and because of this, it can be very difficult to introduce a new product into the market. While it can be difficult to persuade the consumer, making a price that is not only fair, but less than your competitors, can have an impact in how your product is perceived. Having a cheaper price may not be a substantial selling point, but it would succeed in gaining new customers and little bonuses like these can add up to be a major benefit. References Navi, G 2009, Nestle, Scribd, viewed 18th September 2013, http://www.scribd.com/doc/21544545/Introduction-Nestle-Was-Founded-in-1866-by-Henri-Nestle-And Nestle 2013, Nutrition, Health & Wellness – New Product Development at Nestlà ©, Business Case Studies, viewed 18 September 2013, http://businesscasestudies.co.uk/nestle/nutrition-health-wellness-new-product-development-at-nestle/introduction.html#axzz2f1LLXlr9 Nestle Group Limited 2011, The World’s leading Health, Wellness and Nutrition Company: Annual Report 2011, Nestle Group Limited, viewed 18 September 2013, Nestle 2013, About Us, Nestle, viewed 18 September 2013, Interbrand 2013, Nestle, viewed 18 September 2013, retrieved from Interbrand database Overview of the Nestlà © Oceania region 2013, Nestle, viewed 13 September 2013,

Marketing Plan - 1152 Words

Written Assignment 2 Gloria Cevallos Formerly known as Stuart Cellars, now Bel Vino is one of the friendliest and finest family owned wineries in Southern California. Since their inception their goal has been to produce wine they are proud of sharing and selling at the right price. They strive to succeed in their industry by adopting wine making traditions of the Old World, meaning Europe and regions of the Mediterranean, while producing it at the local Californian wineries. Producing 150 tons of grapes and 16,000 cases of wine per year, Stuart Cellars’ 49 acre estate vineyard is a winery like no other. For Stuart Cellars, the business of making wine, not only involves the process of making a superior wine that would satisfy†¦show more content†¦After all, the fair value of wine is ultimately determined by how much disposable income there is and therefore how much the consumer is willing to pay. Wine prices vary tremendously as it market fluctuates and we consider the fact that expensive wine not always equals great taste in the mind of the consumer. We all perceive the value of something very differently. Wine is one of those items that price doesn’t dictates quality. A person can be perfectly satisfied with a $5 bottle of wine even when is able to financially a more expensive one. Whereas someone else can never be satisfied is the price is not high as they have the perception that if something cost more is worth more. There a segment of the population that is always looking for what is discounted, without any regard for quality, taste or brand. Lastly, we know that there are no simple answers to determine the final price tag of a bottle of wine; however with some degree of certainty, we can say that demand determines and promotes the price of an item. . However, high scores and good reviews from respected magazines or word of mouth, a label with a reputation of quality, rare and limited supplies combined, gives Stuart Cellars the right recipe for a successful pricing strategy. Along with their pricing strategy, marketing and distribution are also factors they consider very closely as it adds to the final cost as well. In dealing with the distributionShow MoreRelatedA Marketing Plan For A New Marketing Strategy966 Words   |  4 Pagesthe governmental legal requirements and, on the other hand, defines the organization’s policy administration. For a triumphant marketing plan, understanding the government legal approaches allows for efficient operation and inter-relationship with other organization. Similarly, internal legal policies allow the company to uphold its operation in a set manner. 4.0: Marketing Audit A market audit process is a tool that can never be neglected despite the situation. 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A marketing process can be realized by the marketing mix, which is outlined in step 4. The last step in the process is the marketing controlling. The marketing plan can function from two points: strategy and tactics (P. Kotler, K.L. Keller). In most organizations, strategic planning is an annual process, typically covering just the year ahead. Occasionally, a few organizations may look atRead MoreMarketing Planning : The Marketing Plan Essay1545 Words   |  7 PagesTo attract mixed segment ther is need to marketing planning is indeed the key to the whole marketing process. The marketing objectives state just where the company intends to be; at some specific time in the future. James Quinn succinctly defined objectives in general as: Goals state what is to be achieved and when results are to be accomplished, but they do not state how the results are to be achieved. They typically relate to what products will be where in what market. They are essentiallyRead MoreMarketing Plan For Subway Marketing1516 Words   |  7 PagesExecutive summary The marketing plan has close ties with the overall financial and business plan. This plan contents a strategy for success, and breaks it down into coherent, actionable components that will aid The Sub Shop to implement marketing activities to provide a firm return on investment. The following areas will help explain how the company plans to differentiate the business and product offering from the competition, and define the strategy that will drive its business forward. The aimRead MoreMarketing Plan1891 Words   |  8 Pagesa breakeven point in the second year after opening the store and become profitable in the third year of being in this business. In the first year, our profits will be low, due to low sales and high distribution, inventory, marketing and advertising and sales expenses. Marketing expenses will be very high in the first year. 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Write a critical analysis of the story Rosena on the Mountain Free Essay Example, 2500 words

How Can Something So Wrong Feel So Right All Along? A Critical Analysis of Rene Depestre’s â€Å"Rosena on the Mountain† Rene Depestre’s short story â€Å"Rosena on the Mountain† is one of a kind. A lack of knowledge about the culture and background of the author and the Haitian people could affect one’s interpretation of the story. For a moralist, it could be considered very sensual and unfit for general readership. However, a deeper understanding of the background of the people and the author could lead to a greater appreciation of this piece of work which makes it unique and worth reading. Personally, reading â€Å"Rosena on the Mountain† enhanced and enriched my experience ad understanding of the Haitian culture and human nature. Alain is a round character, a true-to-life figure that faces real life struggles. He is at the same time dynamic in the sense that the character has evolved into a more aggressive and mature individual. Rosena, on the other hand, can be considered a round character because of her convincing personality that is consistent throughout the story. Father James Mulligan may be considered a flat character because he is a stereotype of orthodox priests who assume an appearance of holiness and are prejudiced though they are also humans and are tempted to yield to what they consider evil – sex. If Alain is the protagonist, then the antagonists could either be the priest or Rosena, since he is torn between the two. We will write a custom essay sample on Write a critical analysis of the story 'Rosena on the Mountain' or any topic specifically for you Only $17.96 $11.86/pageorder now One is pulling him to the religious/Roman Catholic priesthood, and the other towards sensual freedom and back to pagan practices. The use of the first person point of view is effective in showing the inner conflict of the main character. The reader can easily empathise with the struggles Alain went through and share with his struggles and triumphs. Symbolism is also present in the story. Mountain may be redundant because Haiti is actually an Indian term for mountains (â€Å"Haiti†. Infoplease). Rosena is a Haitian and in the title she is on the mountain. The term could have several meanings, like a literal mountain, an obstacle, a challenge, something remote or insurmountable. The name Rosena from the word rose could stand for a flower, beautiful but thorny, desirable and challenging. Moreover, irony is evident in the whole story. Alain’s pursuit for holiness is not achieved in the priestly vocation but in acknowledging his own self w ith all his physical and psychological longings. The priest, on the other hand, projects an image of holiness but in reality a weak person of sensual desires too.

The Impact Of Oil Exploration On Nigeria - 1027 Words

Introduction Nigeria is the largest oil producer in Africa, and currently its most populous country. After the oil discovery in the Niger Delta area of Oloibiri in 1956, the country has had oil has its main income producer. Before this, agriculture had the center stage; it accounted for 50% of revenue. Most of the oil exploration is done in the Niger Delta;a region that’s made up of nine states which includes; River, Cross River, AkwaIbom, Delta, Edo, Bayelsa, Imo, Abia, and Ondo. This region has an estimated population of 28 million, amounting to16.7% of Nigeria population (Emmanuel, 2004). It has however suffered the environmental impact of oil exploration with its attendant environmental degradation for years. Unfortunately, the influx of oil companies and the heightening of their operations in Niger Delta are not matched with an agenda for the development of Nigeria in general and Niger Delta in particular. The oil companies claim to have executed several projects in the host communiti es as part of their Corporate Social Responsibility. The claims include: construction of hospitals, roads and schools, provision of portable water, electricity, sponsorship, scholarships, and; supporting health campaign programmes among others. However, the host communities in Niger Delta seem not to have acknowledged these acclaimed community development projects by oil companies as they continue in their hostile disposition to the companies. According to Omole (2000), the relationship ofShow MoreRelatedThe Giant Bomu Oil Field Essay1531 Words   |  7 PagesThe giant Bomu oil field in Ogoni located in Gokana Local Government Area, which has estimated ultimate recovery of 0.311 billion of barrels of oil and a total of 0.608 billion of barrels of oil equivalent including gas, was discovered in 1958 (Aniefiok et al 2013, Amanyie 2006, and Vassilion 2009). 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The Future of American Youths free essay sample

Most American young persons look frontward to their hereafter with hope and optimism. Harmonizing to the study The Mood of American Youth, teenagers put a high precedence on instruction and callings. While filled with high hopes about the old ages before them, today s pupils are non tuging under any misconceptions about what they must make to recognize their aspirations. They admit that difficult work lies in front and claim they are willing to do the forfeits needed to make their ends. Many immature people are headed toward four-year colleges and universities. More than half of all pupils in the United States program to gain a college grade. Many others look frontward to acquiring a occupation after high school or go toing a biennial junior college. Others plan on acquiring married. The average age for males acquiring married for the first clip is 26.2 old ages old, for females, 23.8 old ages old. We will write a custom essay sample on The Future of American Youths or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Other immature people intend to fall in the armed forces or voluntary organisations. For some, travel is the following measure in deriving experience beyond high school. During the early 1980s, calling success was the premier Goa cubic decimeter of most immature people. But, by the terminal of the decennary, attitudes were altering and immature people were going more idealistic. A 1989 study of high school leaders showed that doing a part to society was more than twice as of import to immature people as doing a batch of money. American young person are concerned about jobs facing both their ain communities and the universe around them. In a 1990 canvass, American immature people Young people in the United States are besides concerned with planetary issues such as atomic war and universe hungriness. They care for other people around the universe, as is apparent by such attempts as The Children for Children Project, in the class of which a group of New York City kids worked to raise $ 250,000 to assist the hungering kids of Ethiopia in 1985. Then they challenged other pupils in the United States to fall in in the fund-raising activities. Besides in 1985, a benefit called Live Aid staged two stone music concerts at the same time in England and the United States and raised about $ 50 million to convey alleviation to hungering people in Africa.

Western Film an Example of the Topic Film Essays by

Western Film Since the beginning of cinema in the United States, there has been on genre of film which has been explicitly American the Western. Though touched on by films in other countries, the Western film has been used for decades as the quintessential view into American ideals and lifestyles. Though this genre has not changed much in since its inception, stylistically, it has changed in its way of expressing and covering issues of American culture.Many clichs have arisen out of the western film. The good guys wore white clothes. The bad guys wore black clothes. The lawmen were always on the side of truth and justice and often portrayed as immensely stoic if not immortal. Other clichs of the genre include the savagery of the Native Americans and the bravery, and justice displayed by every man in the position of right IE. Marshals, military men or even the unaffiliated heroes such as the Lone Ranger. Need essay sample on "Western Film" topic? We will write a custom essay sample specifically for you Proceed One of the first movies to begin to break from this traditional view of the American west was the film High Noon. In this 1952 film, town marshal Will Kane, played by Gary Cooper, is told that a man from his past is returning to town with the intention of killing him for putting the man in prison. Ian MacDonalds Frank Miller is seeking revenge, and returning on the noon train.Though this motif was not original to the film, the manner of its characterization was. Marshal Kanes first response to the news of Frank Millers return is to leave town and avoid the fight. Though his machismo will not allow for a cowardly escape, the film does illustrate the fear that plagues Coopers character. The dread that Kane feels throughout the film is compounded by the lack of support he receives from the townspeople. Despite being a beloved lawman for sometime the movie takes place on the day of his retirement the entirety of the town recommends that Kane flee for his life rather than face possible death as the hands of Miller. Throughout the film Kane attempts to garner, at least, moral support for his pending conflict; however he finds none not even from his wife, who also tells him to flee. Howard Burton wrote, in 1953, that High Noon was the return of the story of everyman as well as the final maturing of the western film as a genre. In Burtons explication of the film, Kane is everyman. Burton describes everyman as weak. He tries desperately to avoid meeting death, even attempting to delay death [} (Burton 83) The film, however, does not stray too far from the old ideal of the stoic hero, as Kane does face Miller. However, a change is noticed, as the hero acknowledges his mortality, as well as his ability to lose it. This break from the norm would ripple throughout the decades and eventually create a near-complete paradigm shift within the genre. The next film that illustrates a shift away from the standards of the western is The Searchers. Released in 1956, this film would be praised as one of the greatest films of all time. This is mainly due to the affect the film had on the genre of the western. In this film, John Wayne nearly a western film clich himself is searching for a tribe of Indians who killed his family and kidnapped his niece. Waynes character, Ethan Edwards, is joined by his nephew who happens to be half-Indian himself. This not only causes tension between the characters, as Edwards hates all Indians because of the loss of his family, but also creates an opportunity for the western film genre to see a character though only half Indian in a sympathetic light. The depth of the racial crossover increases as the film progresses. In the film; [A] white woman is adopted and raised red society, marries a red man; (part) red man is adopted and raised by white society, marries a white woman. This parallel poses an exchange between red and white tribes. (Henderson 13) Because of this crossover, both sides of the racial issue are illustrated, and explained. This motif offers a commentary on the prejudice and hypocrisy of the white American culture because it was ok for the white family to take the native child, but not for the reciprocal to occur. Another example of the western leaving changing the normal expectations of the genre occurred in the film, The Man Who Shot Liberty Valance. In this film, James Stewart is a Senator who returns to the town from which his career began in order to attend the funeral of a drifter, played by John Wayne. throughout the film, Stewart is acknowledged as the man who killed the areas most notorious outlaw, Liberty Valance. There are several subtle details of this film which make a prime example of the shift in Americas western film. First, and most obvious, the prime villain is called Liberty creating a tension between good and evil that most films had not dared before 1962. The hero, in opposition to this, is named Ransom which is also in conflict with the nature of good versus evil. Next, the film spends the majority of its time building up the character of Ransom Stoddard as an all-around hero archetype. Ransom teaches the townspeople to read and write, as well as bringing order to the town through his law office.John Waynes character, Tom Doniphon is portrayed as a shiftless tough guy with few redeeming moral virtues. There is conflict between Stoddard and Doniphon for the affections of Vera Miles character Hallie who eventually will marry Stoddard and accompany him to Doniphons funeral. As the story progresses, conflicts arise with the character of Liberty Valance. These conflicts lead to a gun fight, after which, Valance is dead; and Stoddard is hailed as his killer. The acclaim that Stoddard receives from the killing of Liberty Valance propels his political career and is the driving force behind his lifes success. The shift in the movie comes in the end as Stoddard tells the story of the death of Liberty Valance to a reporter. Through his exposition, Stoddard eventually reveals that it was actually Doniphon who killed Valance, but took no credit. It was then the guilt created by the success of his title, that brought Stoddard back to his hometown. Because Stoddard did not come forward sooner, Doniphon died penniless and alone. This revealed truth from Stoddard, shows that the success he enjoyed after leaving this town and being elected to the US Senate was based on a lie. This illustration of impropriety was rare in films of the era. To say that those who were controlling the highest offices of government were not as they claimed was a strong departure from the purity of government that most films portrayed. The film, The Good, The Bad and The Ugly, though filmed primarily in Spain, and directed by an Italian director, still illustrates a strong paradigm shift in the western dogma. Drawn together by the promise of treasure and riches, three veterans of the Civil War join forces. The conflict of personalities in this film is another example of this shift in western cinema.Because they are forced to work together, the lines of good and evil are blurred by greed. This film depicts the characters in ways that illustrate their characters; good, bad, ugly (in deed more than looks). However, because of their necessity for cooperation, their characters are forced to subjugate their expectations to some degree.By 1990, the western had nearly been lost as a genre however, the movie Dances with Wolves revived the concept. It also made the strongest divergence from the western of old. This film illustrated many juxtaposed characterizations from the suicidal and insane Lieutenant commander, to the very personal and sympathetic view of the Lakota tribe. Dances with Wolves also paints a picture of the American cavalry in a very unflattering, and prejudicial light. The actions of the soldiers in the western frontier lands are shown as extremely violent and immoral. They soldiers refuse to find the story behind why a praised and decorated lieutenant is found in close association with the Lakota. Instead, they instantly deem him a traitor based solely on his dress and arrest him.The film also shows a deep understanding of the social unit of the Lakota of the time. This, in itself, is a departure from class forms of the American western, which still to this day often portray the Native American only as a savage. This film, however, delves into the culture itself - in a way that allows the viewer to learn of the people along with the character of John Dunbar. Though not directly, the film also addresses the continuing conflict between the modern American culture, and that of the Native American cultures. The movie ends without a strong conclusion to the story of John Dunbar. he is still pursued by the Calvary, and seen as a traitor and deserter. The trials of the Lakota people are not resolved as they have not been in reality. There is also a strong sense of tension at the end of the film, between John Dunbar and the lead warrior of the Lakota tribe Wind in his hair. Dances with Wolves also touches on relationship between an individual and his or her country. Though John Dunbar never acts against the best interests of the United States, he is labeled a traitor due to his style of dress when seen by the returning soldiers. This calls into question several aspects of American society.First, the concept of innocent until proven guilty which is the basis for the American judicial system is completely ignored in the arrest of John Dunbar. Next comes the idea of patriotism. John Dunbar is arguably the most patriotic character in the film; however he is eventually arrested and treated as the worst type of criminal. Finally, there is the question of loyalty. John Dunbar is portrayed as a fine example of loyal soldier and is initially rewarded with his choice of assignments. The use of cinema to comment on society is in no way a new concept - the plays of ancient Greece did the same, as did the plays of Shakespeare. However, for the majority of Americans, film is the primary source of social commentary and the most American form of that commentary is the western. Because of its perception of being an entirely American genre, these types of films can hold a strong place in the minds of their audience. The directors of these types of films understand this, of course, and use that to their advantage. Though not all directors set out to create a film which has some, deep, underlying message about the state of affairs in the United States, many western films contained such nuances, nonetheless. World War II, Viet Nam, the Civil Rights Movement and the counter culture movements of the 60s and 70s were all very important to the development of the current American identity. It is, therefore, no surprise that these changes in social order were echoed in the changes of American cinema. These eras also brought about the first questionings of authority, and shifting away from the blind trust that Americans had in the government, and society as a whole this was also mirrored in the American western. The social upheaval that occurred in the United States during the 1940s, 50s, 60s and into the 90s, marked drastic changes in both social stratification as well as American identity. WORKS CITED High Noon. dir. Fred Zinnemann. starring Gary Cooper, Thomas Mitchell, Lloyd Bridges. 1952. United Artists. The Searchers. dir. John Ford. starring; John Wayne, Jeffery Hunter, Vera Miles. 1956. Warner Bros. The Man Who Shot Liberty Valance. dir. John Ford. starring; John Wayne, James Stewart, Vera Miles. 1962. Paramount Studios. The Good, The Bad, and The Ugly. dir. Sergio Leone. starring; Eli Wallach, Clint Eastwood, Lee Van Cleef. 1966. United Artists. Dances with Wolves. dir. Kevin Costner. starring; Kevin Costner, Mary McDonnell, Graham Greene. 1990. MGM/UA Entertainment. Henderson, Brian. The Searchers: An American Dilemma. Film Quarterly. Vol. 34, No. 2. 1980. p/ 9-23. Burton, Howard A. High Noon: Everyman Rides Again. The Quarterly of Film Radio and Television. Vol. 8, No. 1. 1953. p. 80-86.