Marketing Plan for Chain of Pro Shops Located Within Ice Arenas

Official Summary Pro shops are organizations associated with selling brandishing types of gear that are required in the donning office. The chain of expert shops is arranged in an Ice Arena and offers a wide scope of hockey supplies just as sacks, clothes and training items among others. The chain has a solitary provider and therefore, the items are comparative and range inside the equivalent price.Advertising We will compose a custom exploration paper test on Marketing Plan for Chain of Pro Shops Located Within Ice Arenas explicitly for you for just $16.05 $11/page Learn More These shops are devoted to guarantee that the players, mentors, fans and other intrigued customers get the best administrations and great products. One of the fundamental points of the organization is to build the mindfulness among the clients of the accessible administrations and items just as create trust and reliability for the development of the shops. Increment in limited time apparatuses will be utilized as an advertising procedure, also applying legitimate stock administration strategies. Market Overview The current market status of the expert shops is controlled by the players and the people who visit the fields. While the clients have been primarily the fans and the groups utilizing the fields, there is a need to expand the degree to reach even the individuals who watch the game at home. The new system is intended to incorporate online clients, who might get to the shops’ items and buy on the web. While there is an issue with clog of shops in a single field, the technique is to begin spend significant time in specific items so as to maintain a strategic distance from rivalry. Teams’ Model The fields are utilized by the two schools and expert groups. The measure of clients is in this manner at a consistent stream because of huge number of competitions. While the area has some different fields, the particular field inside which these master shops are found is one of t he greatest. There is consequently a superior possibility of expanded customers’ inflow when contrasted with the other ice fields. With these contemplations, the objective clients are those going to the matches just as those from the neighboring fields, who ought to be energized by the new promoting strategy.Advertising Looking for research paper on business financial aspects? How about we check whether we can support you! Get your first paper with 15% OFF Learn More Target Market Growth The notoriety of ice hockey has been expanding essentially. As indicated by the TalkOn (2008) manage, Ice hockey is progressively picking up prevalence and thus, there is potential for expanded clients in the United States, yet in addition the remainder of the world. With compelling web based showcasing methodologies, the shops will can possibly build their items attention to expected clients and henceforth increment the deals of the brandishing types of gear and related items. Advertising Ob jectives One of the significant destinations of the expert shops is expanding the consciousness of their items to the nearby clients as well as worldwide fans. Increment the occasional incomes to over $ 1 million all things considered. SWOT Analysis Strengths One of the qualities of the master shops is that the field is condition of-workmanship and thus empowers a larger number of fans than most different fields. There is along these lines an opportunity of expanded interest of the items in the professional shops. The ace shops retail in numerous items and they join an assortment of items from various groups. This permits the fans a chance to get the particular items that they require. Shortcomings One of the significant shortcomings with the organization is the centralization of numerous master shops inside one field. This makes pointless rivalry and influences the profits created. Openings The expanding utilization of internet advertising and budgetary exchanges will consider expa nded and extended deals to the neighborhood based clients as well as the global ones. Dangers The expanding ubiquity in different games like b-ball and soccer may prompt decreased enthusiasm for Ice hockey and henceforth lead to diminished interest for ice hockey items. Valuing Strategy Some of the items in the ace shops are viewed as overrated. The shops will attempt to modify the costs by considering different less expensive sources and this will require the enhancement of gracefully chains.Advertising We will compose a custom exploration paper test on Marketing Plan for Chain of Pro Shops Located Within Ice Arenas explicitly for you for just $16.05 $11/page Learn More furthermore, to maintain a strategic distance from value rivalry, the professional shops will build up a procedure that will have the various shops take part in various items to dodge pointless rivalry. This will consider the correlation with other contender costs in various fields in the area (Mondschein, 2009). Th rough fitting and opportune advancements, the professional shops will guarantee that the clients are allowed to buy at marked down costs (Smith, Smith, 2011). A few administrations will be acquainted that will be implied with spare the customers’ spending, while as yet adding to the shops’ returns. One of such will be skates’ fix and honing so as to tap those people who might not bear the cost of new combines of skates. Through this methodology, the shops will make another method of expanding the clients without settling on the shops’ returns. Advertising Communications Plan To expand the customers’ consciousness of the accessible items in the professional shops, it will be basic that legitimate correspondence procedures be executed (Masterman, Wood, 2006). One of the methodologies that the shops will receive is the utilization of handouts and pamphlets during competitions. This will guarantee that the clients will spread the data about the shopsâ €™ items as they leave the field after matches. Furthermore, the shops will create individual connections that will assist the intrigued clients with gaining access to their locales for data about the accessible items and the costs (Meyerson, 2005). The production of online databases will likewise happen in accordance with the advancement of online installment alternatives that will spare the clients the hustles of making physical contacts with the organization. Ad will likewise be made through print and electronic media so as to guarantee that the open thinks about the items. The web for instance will be incredible since it is relied upon to arrive at an enormous number of possible clients (Masterman, Wood, 2006). Deals and Marketing Channel Plan The items would should be acquainted with the possible clients through successful deals and advertising channels. This would guarantee that as opposed to knowing about the presence of the items, the clients will be convinced through fi tting intends to buy the items. One of the significant viewpoints inside this technique is the workforce (Mathur, 2006).Advertising Searching for research paper on business financial matters? We should check whether we can support you! Get your first paper with 15% OFF Find out More While the chain has three deals people in each shop, it will be imperative to build the quantity of deals people to five, particularly during competitions. This will guarantee that there will be more extensive inclusion and thus expanded deals. The business groups will likewise be situated in the online diverts so as to discuss straightforwardly with the clients and offer assistance and thoughts regarding the accessible items (Meyerson, Scarborough, 2007). The shops will set deals objectives regarding appropriated handouts and flyers per singular match. This will continue to be aggregately reflected toward the finish of monetary period, which ought to likewise correspond with playing season. In each match, the business people will endeavor to circulate around 5, 000 pamphlets in each game. This will make it simpler for the mindfulness battle to quickly get incorporated into the interests of likely clients. Notwithstanding the brochures’ appropriation, the business group will e ndeavor to expand the quantity of advancements to one every week all through the ice hockey season. Item showing will likewise be begun. The administration will begin exhibition activities by paying special mind to ace skaters to show the utilization and use of a portion of the items like skates and goalie sticks. Likewise, the administration will discover chances to exhibit the viability of some training types of gear so as to empower the players and fans, yet in addition the mentors. While the correspondences plan is viable enough to build the quantity of clients, it will be essential to keep up appropriate records for customers’ trust. Furthermore, the stock will guarantee that the administration is aware of the accessible items and those that should be included. This will keep clients from making orders that are unavailable. One of the best methods of dealing with the stock is by utilization of scanner tags and radio recurrence Identification (McCraven, 2011). These kinds of advancements consider the items they are bought and offered to clients. It thusly makes it simpler for the advertisers to know the items that are on the rack, what number of they are, and the ones previously sold. The radio recurrence identifiers might be consolidated into the database of accessible items to assess the pace of buys and thus gauge the interest and flexibly. These instruments will help in lessening odds of fumble and missing records since they can influence a great deal the believability of the shops. Since the shops will examine on expanding the provider tie so as to stay away from monopolistic reliance that would influence the estimating system, keeping record of the buys would be an absolute necessity. The inventories will in this way help in rebuilding the showcasing procedures heretofore applied by the genius shops. References Masterman, G., Wood, E. H. (2006). Inventive advertising correspondences: systems for the occasions business. Bu

The Inventors Behind the Creation of Television

The Inventors Behind the Creation of Television TV wasnt created by a solitary individual. The endeavors of numerous individuals working throughout the years, together and independently, added to the development of the innovation. At the beginning of TV history, two contending exploratory approachesâ led to the discoveries that in the end made the innovation possible. Early innovators endeavored to fabricate either a mechanical TV dependent on Paul Nipkows turning plates or an electronic TV utilizing aâ cathode beam tubeâ developed freely in 1907 by English designer A.A. Campbell-Swinton and Russian researcher Boris Rosing. Since electronic TV frameworks worked better, they in the long run supplanted mechanical frameworks. Here is a review of the significant names and achievements behind one of the most significant innovations of the twentieth century. Mechanical Television Pioneers German inventor Paul Gottlieb Nipkow built up a turning circle innovation in 1884 called the Nipkow plate to transmit pictures over wires. Nipkow is credited withâ discovering TVs filtering guideline, in which the light powers of little segments of a picture are progressively examined and transmitted. During the 1920s, John Logie Baird protected utilizing varieties of straightforward bars to transmit pictures for TV. Bairds 30-line pictures were the principal shows of TV by reflected light as opposed to illuminated silhouettes. Baird put together his innovation with respect to Nipkows examining circle thought and different advancements in gadgets. Charles Francis Jenkins designed a mechanical TV framework called Radiovision and professed to have transmitted the most punctual moving outline pictures on June 14, 1923. His organization alsoâ opened the main TV broadcasting station in the U.S., named W3XK. Electronic Television Pioneers German scientist Karl Ferdinand Braun entered history books by designing the cathode beam tube (CRT) in 1897. This image tube, which for a considerable length of time was the main gadget that could make the pictures watchers saw, was the reason for the approach of electronic TV. In 1927, American Philo Taylor Farnsworthâ becameâ the first creator to transmit a TV picture a dollar sign-containing 60 flat lines. Farnsworth additionally built up the dissector tube, the premise of all current electronic TVs. Russian inventor Vladimir Kosma Zworykin created an improved cathode beam tube called the kinescope in 1929. Zworykin was one of the first to show a framework with all the highlights that would come to make up TVs. Extra Television Components In 1947 Louis W. Parker designed the Intercarrier Sound System to synchronize TV sound. His creation is utilized in all TV inputs on the planet. In June 1956â the TV remote controller previously entered the American home. The main TV remote control, called Lazy Bones, was created in 1950 by Zenith Electronics Corp., at that point known as Zenith Radio Corp. Marvin Middlemark developed hare ears, the once-universal V-molded TV reception apparatuses, in 1953. His different innovations incorporated a water-fueled potato peeler and a restoring tennis ball machine. Plasma TV show boards utilize little cells containing electrically charged ionized gases to create excellent symbolism. The main model for a plasma show screen was developed in 1964 by Donald Bitzer, Gene Slottow, and Robert Willson. Other Television Advances In 1925, Russian TV pioneer Zworykin documented a patent divulgence for an all-electronic shading TV framework. Following approval by the FCC, a shading TV framework started business broadcasting on Dec. 17, 1953, in light of a framework designed by RCA. Television shut subtitles are covered up in the TV video signal, undetectable without a decoder. They were first exhibited in 1972 and appeared the next year on the Public Broadcasting Service. TV content for the World Wide Web was turned out in 1995. Historys first TV arrangement made accessible on the Internet wasâ the community program Rox.

Business & Society - Social Performance Assignment

Business and Society - Social Performance - Assignment Example For this situation the accompanying organizations will be inspected: Snapple, which conveys and fabricates natural product juices and teas; Nestle, whose auxiliary, Perrier, is a brand of mineral water; and Dole, who makes and appropriates different organic product juices. The Federal Sentencing Guidelines explicitly express that associations are to follow and execute a program that tends to consistence with morals programs (Federal Sentencing Guidelines  §8B2.1). In particular, this segment is worried about guaranteeing that all associations not just have a powerful moral Code of Conduct, which explicitly addresses that associations must use due persistence to forestall and recognize criminal lead and advance a compelling authoritative culture that empowers moral direct and law consistence, yet that these associations are viable with guaranteeing that representatives know about the hierarchical Code and tail it. This paper will clarify who Pured won't just execute a viable program however that its representatives know about the Code of Conduct and will tail it. Presentation Puredâ ® is a drink organization which makes and disseminates packaged mineral water and bundled natural product squeeze as items. It is a medium-sized open constrained organization propelled in 2009, with 68% open possession and 32% private capital of its absolute worth. ... For this situation the accompanying organizations will be inspected: Snapple, which circulates and produces natural product juices and teas; Nestle, whose auxiliary, Perrier, is a brand of mineral water; and Dole, who fabricates and disseminates different natural product juices. Snapple Dr. Pepper and Snapple are a piece of the Dr. Pepper Snapple Group, Inc., and their Code of Business Conduct and Ethics is accessible at investor.drpeppersnapple.com. They have explicit fundamentals with respect to irreconcilable situations, political commitments, classified data, respectability and reasonable managing, work of family, and robbery or abuse of benefits. Since Dr. Pepper and Snapple is an enormous association, the Guidelines Manual expresses that they will commit progressively formal tasks and more prominent assets in meeting the rule necessities (Federal Sentencing Guidelines). The rules likewise express that the organization must set up norms and techniques to forestall and distinguis h criminal direct; that the organization must not purposely recruit someone who has occupied with criminal operations or has recently broken consistence with morals programs; that the organization will impart the morals strategies intermittently; that the morals program will be implemented reliably; and that if there is criminal lead, the association will make move to properly react (Federal Sentencing Guidelines). On account of Dr. Pepper/Snapple, there is next to no in the Code of Business Conduct and Ethics page that would recommend that they are adjusting with the Federal Guidelines. They don't address criminal lead, but to state that the representatives of the firm should adhere to all laws, rules and guidelines. They don't diagram what steps they will take if there is a

Operations Management Essay Example | Topics and Well Written Essays - 1500 words - 3

Activities Management - Essay Example In inverse accord, British Airways is a full assistance carrier model ready to give greater expense tagging to customers because of the quality of its image under a premiumisation model in advertising. English Airways can keep up its serious edge through operational organizing with accentuation on innovation backing, trustworthiness, and top notch particularly in accordance with representative commitment with income building shoppers. The two aircrafts have essentially extraordinary operational techniques, giving each a one of a kind upper hand originating from operational methodology improvement and execution. This report shows the special vital operational profit for speculations for the two organizations that keep on supporting these carrier models. The operational techniques of Ryanair and BA For organizations that keep up a wide and assorted gracefully fasten arrange so as to give items and administrations, for example, British Airways, holding costs for warehousing and stock ad ministration are noteworthy. These expenses incorporate space, work backing, utilities, and even tax collection (Heizer and Render 2004). For assorted obtainment models, these expenses are unavoidable as office the board requires uses for help work and innovation support on receivables and expectations (Heizer and Render 2004). ... - fluctuating purchaser request in this industry that influence vital arranging and operational acquirement (British Airways 2010; Anderson and Day 2009). Combined with merchant provided materials expected to do its full-support model, it was not, at this point effective for British Airways to keep up decentralized obtainment procedures with items deliverable from more than 80 distinct nations. The expenses of acquisition and warehousing were including unavoidable, variable expenses into the plan of action that kept on holding onto serious cost points of interest from British Airways. Minimal effort, nitty gritty transporters were rising in numerous customer divisions that had the option to invalidate high stock holding expenses and conveyance costs related with a various flexibly chain arrange. In accordance with the expenses of obtainment, British Airways confronted an exchange off circumstance: Continue to retain costs by working under a decentralized gracefully bind system to mai ntain a strategic distance from change or to support and designate capital assets to concentrate flexibly chain procedures and wipe out redundancies. There were large numbers of chance expenses related with the current flexibly arrange, consequently the business verified that usage of proper acquisition arranging programming (for this situation SAP) were important to fundamentally change the gracefully organize. The business changed its acquirement procedure to incorporate advancement of increasingly vital partnerships with sellers, including providers during the beginning periods of item and administration improvement, exploiting provider skill to help with making a commonly compensating acquisition organize. These are fundamentally significant operational techniques for cost controls in gracefully chain systems (Copacino 1996; Ragatz 1997). English Airways started to benchmark

Pros and Cons of Attending School Online or on Campus

My Pros and Cons of Attending College Online or On Campus Lavesha Dailey Eng 121 Elizabeth Hoyle July 10 ,2011 Throughout America individuals frequently will in general look at things. A portion of the things that are being contrasted are more significant with certain people groups than the other. I love to looked at thing like online schools or nearby schools. These two schools are frequently thought about when expending, less work and may even when having the option to spend at home. In any case, first the most significant thing about these two schools would initially be the tedious. Tedious is significant when going to class. Going to class online you don't need to work about getting up and getting dress or in any event, discovering something to wear. You can basically go to class in your pjs in light of the fact that you are in the security of your own home. Also, you don't need to stress over being late for class. Yet, then again when going to a nearby school you have stress over a wide range of things like to prepare up and get for school and furthermore agonizing over things, for example, discovering something to wear, brushing your hair or ensuring that you are on schedule for school before getting tally missing. As such going to class nearby truly takes more exertion and time then basically simply going to class on the web. In any case, another path going to class online is better than going nearby is that there is by all accounts less work in class to do. Alright, I have notice a great deal of things about going to class on the web and going to class nearby. I for one incline toward going to class online for the most part on the grounds that there is less work to be finished. I recall when I use to go to Alabama Southern Community College, I was consistently pack with more things then I can deal with. I would fire my day away from work by getting up, discovering garments, brushing my hair, showering ect†¦ Then after that I would need to go gas up my vehicle since it was costing me twenty dollars per day to head to class from where I lived. Gas is another factor when going to a grounds school since it can get the opportunity to be extremely costly. Be that as it may, when going to I would consistently have a great deal of books for various classes that I was taking. What's more, when you are a full time understudy in school you must have in any event twelve credits or all the more with the goal that like three to at least four classes per week so as to get the entirety of your credits. Considerably after the entirety of this schoolwork will in general be giving in a portion of the classes. Likewise tests in various classes around the same time are giving as well. When then again I notice since I am as of now going to Ashford University Online, I have one class and I am consider to be full time. The school work is aslo scattered and I am not every single giving heap of work at once and just one test is given seven days rather than a great deal of test in various classes one after another. In any case, the best thing of about school online is having the option to invest energy at home. Having the option to invest energy at home is the significant factor about going to class on the web. Truth be told this is one of the primary purpose behind many individuals not completing school. A great many people when are ask while they are not in school or as yet going to class they will in general say that they can't discover the to or If they have children they state that they don't have anybody to keep them. Well this is all evident and by going to a school nearby this is terrible procedure to stress over yet by going to school online you don't need to stress over any of these things since you can do your online course anyplace, as long as you have your PC or a personal computer and network access. You can likewise take your children along any place you go. When then again when you go to school nearby you have various occasions to be in a class and you can't bring your children, that implies than realize you would need to stress over discovering somebody to keep the child and that additionally going to cost additional cash. At the end of the day regardless of what individuals appears to contrast in life everything is going with have there own advantages and disadvantages. Regardless of whether it something you like or aversion. Be that as it may, whatever you think about simply ensure the appropriate response you concoct is something you make certain to appreciate.

Foreign Entry Modes Essay Example | Topics and Well Written Essays - 2250 words

Outside Entry Modes - Essay Example Outside Entry modes: Evaluate the utilization of a Greenfield site contrasted with a procurement for passage to a remote nation Slope (2007) fights that FDI takes on two primary structures: Greenfield speculation, mergers and acquisitions. Slope (2007) went further and contend that, in a Greenfield speculation, the firm being referred to sets up another activity in an outside nation while the later includes securing or converging with a current firm in the nation. Procurement anyway is normally threatening, on the grounds that this is generally done against the desire of the board (for example CEMEX's obtaining of RMC of Britain and Southland in the United States (Hill 2007, Buckley 2004). In the years that trail the Second World War, exchange and speculation have gotten progressively interlaced. Inside the initial barely any decades after the war, most nations from Asia and Africa saw Foreign Direct Investment (FDI) with doubt, and watchfulness and the progression of FDI towards these zones has been moderately more slow (Buckley 2004, Sumelong et al., 2003). To the greater part of these nations, the nearness of Multinational Enterprises (MNEs) was viewed as an arraignment to their national power. The circumstance was additionally bothered with past pioneer understanding and the way that to a few, FDI was a cutting edge type of monetary imperialism (Sumulong, Fan and Brooks 2003). As indicated by the World Trade Organization (WTO), the progression of FDI has considerably changed the global monetary scene. From1980 it has been contended by a bunch of specialists (for example Slope 2007, Sumelong et al 2003, Buckley 2004, and Reis and Head 2005) that FDI outpouring has overwhelmed the development of world fares. The extension in FDI turned out to be moderately articulated during the period 1985-2000, a period described with scores of mergers and acquisitions, the Asian money related emergencies, the oil blast and privatization programs in Latin America (Hill 2007, Sumelong et al., 2003). In the year 2000, FDI outpouring remained at $1.4 trillion (Hill 2007, Sumelong et al., 2003). Figure 1 beneath gives an outline of FDI and fare development between 1980-2000. Sources: Exports: IMF 2003; FDI Outflows: UNCTAD 2002 Having said this, in the rest of the piece of the paper I will contrast Greenfield speculation with securing as a passage mode procedure. The second area of the paper examines Green field speculation, while the last segment gives the end and suggestions. 1.1Green Field Site Entry Strategy into a Foreign Country Where a firm decides to contribute through the setting up of new activities in a remote nation regularly refered to as Greenfield adventure. Then again, where the organization gets 100% responsibility for existing business to advance it exercises is refered to as obtaining (Hill 2007). Possession preferences coming about because of Multinational Enterprise activities MNE can be viewed from two bearings. That is in a circumstance where full possession wins and a circumstance where proprietorship is imparted to nearby accomplices. Tseng Hui-Chuing (2007) contended that MNEs outfitted with capacities to accomplish resources looking for destinations are bound to pick an

The Constant Progression of Society and the Futility of Dreams - Literature Essay Samples

Cormac McCarthy’s ‘All the Pretty Horses’ exposes the futility of clinging to â€Å"phantom† dreams which are ultimately â€Å"falling away† as a result of the inevitable progression of society. McCarthy emphasises that protagonist John Grady Cole is unable to achieve the idealistic life of an American cowboy of the ‘Old West’ and is instead left adrift and disillusioned, wondering â€Å"what happens to country† and mourning a bygone era. ‘All the Pretty Horses’ further illustrates his powerlessness in the ‘adult’ world. McCarthys depiction of John Gradys reflections in his grandfathers office demonstrates the unrelenting modernisation of society and the hopelessness of longing for a past American era, embodied to John Grady Cole in the life of his grandfather. The use of polysyndeton in McCarthy’s description of how John Grady â€Å"entered his grandfather’s office and went to the desk and turned on the lamp and sat down† builds momentum in the beginning of the passage. â€Å"September 13th†, the date of his grandfather’s death, forms an abrupt end to this momentum, underscoring its significance for John Grady as the demise of his chance of running the family ranch like the quintessential American cowboy. John Grady Cole’s yearning for the past is revealed through McCarthy’s pithy descriptions of his present surroundings, such as â€Å"a glass paperweight† and â€Å"an ashtray†, which are ultimately of no consequence to him in comparison to his dream of the ‘Old West’. The repetition of â€Å"old† demonstrates the office’s appeal for John Grady, as it is in itself a vestige of the past and allows him to imagine himself living out his dream and literally â€Å"[cross] his boots on the desktop† in imitation of his grandfather. Using lyrical sentences only in the depiction of the natural landscape, McCarthy underscores John Grady’s almost spiritual connection to the â€Å"starlit prairie† which he sees â€Å"falling away to the north†, as inevitably out of reach as the attainment of his dream. The impossibility of John Grady achieving the life he longs for is further conveyed through the â€Å"telegraph poles† that â€Å"yoked across the constellations passing east to west†, illustrating the cruel intrusion of civilisation upon the landscape. Now marked by these â€Å"black crosses† of modern society, the landscape is unable to form the unchar ted western frontier of John Grady’s dream. McCarthy’s use of symbolism in â€Å"crosses† further suggests that the dream itself has died. The â€Å"clock [striking] eleven† and the â€Å"small brass calendar†, representing the passage of time, serve to emphasise the pointless nature of John Grady’s dream of the ‘Old West’. Interrupting John Grady’s contemplations in the dark room, his mother â€Å"turned on the wall switch light†, a simple action exemplifying the inevitability of modernity impinging upon his dream of the past. Illustrating his desire not to confront this harsh reality, John Grady â€Å"looked at her and looked out the window again† and then symbolically â€Å"turned off the light† as soon as she departed, an action parallel to his previous futile requests that his mother allow him to â€Å"run the ranch†, despite the reality that it had â€Å"barely paid expenses for twenty y ears†. When asked by his mother what he is doing, John Grady merely replies â€Å"settin†, the brevity and stillness of the word emphasising his physical immobility and desire to remain transfixed by the past rather than move forward. While McCarthy emphasises the constant progression of society, Johyn Gradys experiences in Mexico exemplify his ultimate vulnerability in the harsh adult world, which renders him further incapable of achieving his dream. Conversing with Don Hector, whose dominance over John Grady is emphasised by the boy’s position â€Å"downtable†, John Grady is told they â€Å"can speak English†, as Don Hector further asserts his power by determining the language of their conversation. The hacendado’s superiority to the penniless John Grady is underscored by McCarthy’s description of the â€Å"silver tray† and â€Å"cups and creampitcher† and â€Å"sugar bowl† carried out by the servant, as well as the hacendado’s â€Å"chocolatecoloured veal† boots, drawing attention to his incredible wealth. Attempting to embody the idealised American cowboy, John Grady declares he â€Å"just [takes his coffee] black†, a trait characteri stic of those from â€Å"Texas.† However McCarthy illustrates that while John Grady can endeavour to emulate this persona on a superficial level, until he endures a loss of innocence through the killing of the cuchillero in the Saltillo prison, he is unable to assume the identity of the American cowboy entirely. Underscoring John Grady’s naivety, Don Hector is surprised at the boy’s candid revelation he is only â€Å"sixteen†, claiming â€Å"when [he] was sixteen [he] told people [he] was eighteen.† Through this admission, McCarthy illustrates that John Grady fundamentally lacks the survivalist mentality that ensures the success of individuals such as Don Hector. Through John Grady’s disillusionment following his return from Mexico, McCarthy illustrates the negative consequences of resolutely following one’s dreams without consideration of reality. The desolation felt by John Grady as he tells Rawlins â€Å"all that had happened† is underscored by the â€Å"phantom fleet† of nightclouds that pass overhead and Rawlins’ revelation that â€Å"your daddy died† and Abuela is â€Å"real sick.† Through such explicit references to death, McCarthy suggests John Grady’s experiences of the actual brutality of society in Mexico have left him utterly disenchanted with his dream of the ‘Old West’, as is further insinuated by the â€Å"dead moon† that â€Å"hung in the west†. When questioned by Rawlins what he is â€Å"goin to do†, John Grady replies â€Å"I don’t know† four separate times, exemplifying the loss of purpose and direction that has resulted from his efforts to live in the past. The uncertainty of John Grady’s future in a rapidly modernising America is also conveyed through his bewilderment and failure to understand â€Å"what happens to country†. Although Rawlins is unable to answer this question, through the symbolism of the â€Å"lights of the city† which â€Å"hung over the desert†, McCarthy insinuates that the constant progression of society has resulted in the demise of the ‘Old West’. Just as Rawlins â€Å"[squats] on his heels so as to watch [John Grady] a little while longer†, John Grady attempts to keep hold of the â€Å"rare† and disappearing era he represents. However like John Grady’s figure passing â€Å"down the skyline†, â€Å"after a while† the ‘Old West’ is â€Å"gone†, exemplifying the ultimate futility of his idealistic dream. ‘All the Pretty Horses’ provides a personal exploration of the consequences of pursuing dreams which conflict with the continuous progression of society. Emphasising the naivety of John Grady Cole in his encounters of the harshness of reality, McCarthy suggests his innocence and inability to accept the modernisation of society renders him unable to achieve his dream. McCarthy further acknowledges the futility of clinging to â€Å"[one’s] country†, suggesting that such idealism ultimately leaves individuals suffering an acute sense of loss.