The Great Gatsby By F. Scott Fitzgerald - 1320 Words

Satisfaction does not comes easy nor does it occur right away. Those who live a prosperous life and those who don’t are seen as different in society, but both may crave more in life to become satisfied. The Great Gatsby written by F. Scott Fitzgerald is narrated by Nick Carraway who lives in the East Egg of New York. Nick has only lived in New York for a short period of time and starts to become fascinated with his notorious neighbor, Gatsby. Shortly after becoming acquainted with Gatsby, Nick discovers that Gatsby is madly in love with his cousin Daisy, who is married to Tom Buchanan. Tom trusts Nick immediately since he is Daisy’s cousin and allows Nick to meet his mistress, Myrtle. Even though it may seem as if Tom lives the perfect†¦show more content†¦The social ranking of higher class has always been associated with Tom even while growing up. Since Tom is expected to fulfill the ideals of the higher class image he has done things that allow him to represe nt his image. During one of his parties Gatsby introduces Tom by exclaiming, â€Å"‘Mrs. Buchanan . . . and Mr. Buchanan---† After an instant’s hesitation he added: â€Å"the polo player.† â€Å"Oh, no,† objected Tom quickly, â€Å"not me†(105). To continue to be accepted into his social class Tom played polo even though he did not enjoy it. Tom is a muscular guy and played football in college, and polo is a less of a physical sport. Daisy also belongs in a higher social class, and it is expected that Tom treat her with great respect. But Tom who is aggressive is not afraid to physically harm his mistress, Myrtle. While arguing Myrtle would not stop saying Daisy’s name, which Tom dislikes but she continued, â€Å"‘Daisy! Daisy! Daisy!† shouted Mrs. Wilson. â€Å"I’ll say it whenever I want to! Daisy! Dai---† Making a short deft movement, Tom Buchanan broke her nose with his open hand†(37). Even though Tom is from a higher class and has to keep his public image clean when it comes to Myrtle who belongs in a much lower social class than Daisy, Tom doesn’t think twice about harming her. Even if he hurts Myrtle in any way he knows that she always comes back to him since she has the idea of being wealthy wrapped around her head.

Corporate Systems Area Of Humana - 3650 Words

I moved into the IT Corporate Systems area of Humana approximately five years ago. This area includes the Finance and Human Resources IT areas. The first project that I worked on upon moving into the area became my first failed project. The Director over the IT area was ultimately fired as a result of the project going very wrong and the loss of confidence in leadership by both business and IT leaders. The project was based on performing cost allocations of operational expenses within Humana. The IT Director had chosen a tool, without agreement from the business area, and had hired a consulting firm to implement the tool. The Finance business area had previously reviewed this tool and had stated that it did not meet their requirements. IT moved forward anyway and attempted to build the tool without Finance leadership approval. It was destined for failure from the start. The Finance business area repeatedly stated their desire to go in a different direction but IT continued to press a head. After the project was cancelled, the senior leadership of IT had determined that new leadership was needed within the Corporate Systems space and after working as a project manager on the project I was asked to lead the teams that had been working on the failed project. To add another level of conflict, a reduction in force (RIF) had occurred at approximately the same time and the members of the Finance IT team felt that the team was excessively punished due to the number of people thatShow MoreRelatedKindred Healthcare And Humana Inc.1381 Words   |  6 Pages Kindred HealthCare and Humana Inc. are the two companies chosen to conduct the Human Resources interview. 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Global Fast Fashion Analysis Of Clothing Retailer & Its Competitor

Question: Analyse the an international fast fashion clothing retailer and its competitor. Answer: Introduction The main objective of this study is to draw out the comparison between the two companies. The two companies that have been undertaken in this study is HM and Uniqlo as they have achieved their success through numerous business strategies and how they have managed to influenced each other. The project despite having an economic approach aspires to highlight the customers value proposition in the retail-clothing sector. The project gives a basic overview regarding the basic concepts behind the comparative study of both companies, which operates in the fast fashion to facilitate the understanding of the customers and the prevailing market competition. In addition to this the study draws out the comparison in terms of their commercial profile by analysing and confronting them based on global marketing strategies which lead them to success on international stage (Grace and Lo Iacono 2015). Consumer perceived value proposition for HM: Perception is regarded as key for every business. The perceived value of consumer is regarding a brand is what the marketers demand in order to compel a customer to buy a product. This is how a product is justified weather it is a premium product or not. If the consumer perceive that their dedication is towards the quality as brands which luxury have dissipated (Wong and Yazdanifard 2014). Several marketers and sales teams have mastered the art of dangling the designer clothing brand over the consumers with average purchasing power. Several marketers have undertaken the strategy of implementing high price in order to keep the value of brand and consumer perception of middle class families to purchase their product. Benefit of shopping at fast fashion cloths Sacrifices of visiting supermarkets Convenience a. Wide selection of products which goes beyond the scope of fashion b. Large number of retail outlets located centrally c. Ease of access for both pedestrians and vehicles Monetary a. Cost involved in purchase of retail cloths b. Cost involved for the customers to travel to the retail outlets Monetary a. Affordable prices b. Rewarding schemes c. Points scoring vouchers Efforts a. Time involved by a customer to travel stores b. The time a consumer consumes to purchase a product Quality a. Items which are standardised and backed by the consumer regulation standards b. Large brands which offers certain degree of quality and trust Social a. Social esteem associated with large brand names b. Self esteem from purchasing higher quality of goods Health a. Stress arsing due to overcrowding in retail outlets as result of this consumers are unable to purchase products Opportunities a. The lack of opportunity to buy high quality goods. Table 1 (Consumer perceived value proposition) Source (Grace and Lo Iacono 2015. pp.560-570.) Intrinsic vs Extrinsic value: Extrinsic Intrinsic Active a. Wide range of products available for selection b. Large number of outlets are located centrally c. Offers service 24x7 d. Online shopping includes door to door delivery through the use of smart phone application e. Offering ease of access a. Offers the flexibility of purchasing luxurious and branded clothes. b. Offering recreational opportunities in stores such as serving coffee and some sort of refreshments. Reactive a. Products are under the regulation of consumer standard. b. Established brand names facilitate certain level of quality and trust among the consumers (Zimmerma 2012) a. Neat and clean outlets b. Easy and simple to follow the outlays of stores (Gallarza et al 2016). c. Attractive display of products to attract consumers. Other orientations a. Enhancement of customers self esteem through high quality goods. a. Preserving the ecological surrounding through the use of environmentally friendly bags b. Establishing a community support schemes. Table 2 (Intrinsic value vs. Extrinsic value) Source (Zimmerman, M.J., 2012. Intrinsic vs. extrinsic value) Target market: HM has expanded exponentially during the last decade from a small family business to a global sensation rivalling the giants like Uniqlo, which is one the retail apparel fast fashion industry. HM target market is very broad since they do not define the target market by segmenting the ages and lifestyle as traditional retailers do. HM generally targets the youth and educated mass of people who prefers fashions, as they are sensitive to fashion. It is noteworthy to denote that in the present era where technology acts as a communication to several devices which has more access to information regarding the fashion (Parry et al 2012). Henceforth, fashion it is recognised as more internationally standardised and HM uses this to their benefit by offering the latest trends in apparel. It is to be believed that around 80-85% of the fashion apparels which company offers are of relative high fashioned products. The study highlights that the international strategy adopted by HM is excellent since it has adopted the balanced approach to mix the standardisation and customisation. Customer value= perceived benefits perceived sacrifice: HM looks up the customers value proposition in the form of gain, which defines the acquisition of the product and services (Jewell et al 2013). On the other hand, it must out weight the pain of acquisition, which is cost of difficulties while obtaining the item, service and uncertainty regarding making the right choice and cost of making the wrong decision. HM identifies the certain numbers of customers value proposition based on value parameters: HM aims to meet and exceed customers expectations, which is not based on price. HM being a leader in the retail fashion industry offers a quality environment, which enables the customers, feel valued and comfortable. HM being a leader in the fashion sector also provides customers with the service, which exceeds beyond its competitors. As a company, HM needs to match up with the customers values and beliefs by reflecting the same on their products through the advertising and sales promotion which surrounds it. Sheth Models of customers perceived value: Sheth identified the five dimensional concept of customers perceived value, which was based on the value of social, emotional, functional, epistemic and conditional. The functional value is understood as the perceived usefulness of the service offered by the HM to its customers., HM provides emotional value, which is based on the feelings of effective states being generated by the customers consumption experience. The social value is given by the acceptability based on the individual level and the relations with the social environment. Epistemic value gives the ability of the service to generate the curiosity in order to satisfy the desire for the knowledge. The conditional value is related to the situational factors such as the disease or the specific social situations. Sheth models defines that HM which is a retail brand can be compared with the rival brand to alleviate boredom with the Uniqlo which aims to satisfy the desire to learn and feel something new in relation to the response to such aroused interest (McColl-Kennedy et al 2013). Due to this cognitive-affected and multi-dimensional nature of customers perceived value, it is mandatory for HM to evaluate the customers perceived value from viewpoint of customers consumption experience. The models defines that the customers based on the experience of value-in-use often create value. While HM can establish and communicate the value proposition, it is the customers, which creates the value using specific value creation having based on dynamic situations. Evaluation of the value proposition of Uniqlo in contrast with HM: Basis of review: HM and Uniqlo is one of the relatively new sub-industry within the greater clothing industry which is characterised by companies competing in the fast fashion industry. A comparative study is performed based on the price, promotion, product and place. Product: Uniqlo primary objective relating to the product is to provide the customers a variety of affordable, innovative and stylish clothing of high quality. To differentiate its products with the rival company HM and remain comparative in the declining industrial trend Uniqlo sells its products in wider array of colours. One such example is socks, which comes in 50 different colours at its Tokyo outlets. On the other hand HM developed another draw for its customers specifically during the colder months made of fabric, which is used for inner layers and has been applied to the products such as leggings. Uniqlo offers a wide range of clothes to its customers during all times of year which ranges in style from casual wear to more fashionable wear of high quality and of many colours (Payne and Frow 2014). A sum of products offered by Uniqlo and HM is listed below Design Several colour variations, simple, adapt to numerous needs, casual to formal Quality Controlled quality, creative fabrics and functions Features Offering wide varieties of products with innovative and affordable price Branding Fashionable, economical, reliability and desirable Table 3 showing sum of products offered by Uniqlo and HM Source (Barnes, L (2013) 45(2-3), pp.182-207) Pricing strategy: In line with the product strategy in foreign markets, a penetrating strategy is used to enter into the retail clothing market. At a lower price point than the competitors, Uniqlo aims to provide its customers high-quality goods at relatively low price. The prices are of certain products are comparatively low for example socks offered by Uniqlo is priced lower than the one provided by HM. The comparative study also defines that t-shirts and button down products-shirts are priced lower by Uniqlo than that of one sold by HM. Hence, it must be noted that the basic objective of Uniqlo is to increase the volume of sales and expands its market share while HM strategies are focussed towards wide distribution and products cost. It is assumed that the cost of operations will gradually decrease for HM as a result of new store outlets which is being opened and with multiple stores sharing inventory and more stocks can be shipped from Asia during any given period of time. Such strategies adopted by Uniqlo can reduce the repeated incurring of product costs and shipping cost will be reduced (London et al 2015).. On the other hand, Uniqlo will also utilise its enhanced levels of branding awareness with the help of continuous advertising and convincing the customers that products offered by Uniqlo is highly desirable in terms of fashioned retailers Promotion: Having experienced a sudden decline in the brand perception of Uniqlo due to the oversaturation in the market and wide array of apparels products introduces by its competitors HM it was noticed that Uniqlo were often taunted as a Unibare. Though it experienced decline in its brand it still had the pride of serving a wide range of assortment and high quality products. Such strategies have been aimed at classier brand image by offering high value perceived to its customers (Kyhnau and Nielsen 2015). Uniqlo has high innovative fabrics, which offers consumers to with wide array of products. Such varieties help in creating consumers awareness and ultimately helps in brand promotion for uniqlo. While on the other hand HM aims to strive and redefine the relationships between the affordability and quality in order to attract wide range of customers and pool together to sought values such as the quality, style and affordability. Place: HM strategizes to establish and expands themselves into the international market which is focussed towards establishing a powerful brand image being centred on the systematic opening of large flagships outlets. On the other hand, Uniqlo aims to open its outlets under the Australian flagships, which it considers as an ideal location for expanding it retail-clothing stores. An identical form of central location will be sought by Uniqlo as their main of transit in Sydney outlets, which will be located in trendy, young shopping neighbourhood, and the store in gold coast will be located in a central and touristic area (Huang and Wang 2012). Value map- Company and competitors position on the value map: Uniqlo is considered as one of the fast fashioned retailers who have outperformed the retail clothing department stores and less nimble speciality stores, which not only creates high profitability but also increases the speed of revenue growth. Uniqlo has the vertical scope and sells apparels for men, womens and children however both the brands put more emphasis on womens clothing. Uniqlo owns much of its productions and retail outlets in comparison to HM but it outsource all of its production. In contrast to this HM has invested largely on the production but study reveals that licensees ran its stores (Grnroos and Voima 2013). Those two competitors are also placed differently in the product space from Inditexs chains. According to the Inditex trends HM is generally perceived as more fashionable than Uniqlo. The survey shows that Uniqlo is more fashionable while HM on the other hand, offers products at lower price. Figure 1 - Value Map of Uniqlo and HM Source: (Grace and Lo Iacono (2015) pp.560-570.) Types of value proposition: Low price: The prices of retail clothes for Uniqlo are affordable so that a customer can buy its products. This is because Uniqlo has better manufacturing and distribution systems than HM as it aims to reduce the operational cost. This serves as an advantage for Uniqlo to create a value proposition as it is easy to attract the consumers and sell them products at relatively lower price. Unique and better products: To execute the value proposition among the customers both Uniqlo and HM, this will cause the customers to consider the product of both the brands, based on superiority of the competition. Such strategies help to establish uniquely batter value proposition so that the buyers are sure of the quality of products being offered by both the retail brands. Offers hassle free customer experience: This value proposition is designed to create hassle free customers experience with the products and services offered by the Uniqlo. This will enable the customer to buy products in order to save time and mental energy. The advantage of this type of value proposition is that the customers just do not think about the products and services offered to them as they simply buy them (Aarikka-Stenroos and Jaakkola 2012). Ownerships of customers results: Uniqlo performs the customers business more better than they could perform as it can been seen that a part of enterprise ensures that the customers are offered what they need meanwhile it also controls the overall controlling cost. Dimension of value proposition: Cost: Customers value perception is generally defined as a customers evaluation of what they get in return for what they give. The cost value proposition is recognised as the perception of customers whether the value created by HM and Uniqlo is worthy enough of the cost paid. The cost paid by the customers can be of monetary terms based on time and effort, which the customers invest in a firms offering. Customer roles: This refers to the in general the customers familiarity during the communications with the seller. Value can be added to relationship along with the magnitude consisting of product, quality, services, delivery performance, suppliers know how and process cost. Such creation of customers value establishes and maintains the customers relationships with the suppliers so that it can obtain hassle-free purchase and consumption mode (Grnroos and Voima 2013). Performance: Uniqlo manufactures open source of software and correlated services, which do not rely entirely on the source of software. They often combine the proprietary and open source of offerings and implements hybrid business models to deliver greater value to consumers. Interpretation of Value Proposition: Uniqlo retail value proposition is mostly centred on low product prices. Nevertheless, several surveys has suggested that currently Uniqlo is not successful even though it offers clothing apparals at low prices. Uniqlo has created a strong brand that is linked with the fashion and top designers such as Cate Moss, Madonna and Stella Macharty as Uniqlo has managed to create something unique. The fact the company is offering products at lower price does not mean that brand has to be a cheap one too. It is regarded that Uniqlo has put in a great amount of effort to build up its brand, which is associated with range of price, which cannot be related with HM (Osterwalder 2012). Uniqlo demonstrates that how a company can build brand even if the organisation is selling the products at comparatively lower cost. Nothing can be considered as only black and white and one can understand that Uniqlo is one of the luxurious brand in most of the countries. On the other hand when other fashion brands like Uniqlo started acquiring market in retail clothing there were rising speculations about how the connections to HM would affect the Uniqlo reputation as high quality brand. At the moment Uniqlo is feeling satisfied with the choice of work together with the one of the bolstering retailers in the fashion industry. Evaluating value proposition: Price: Price can be defined as the sum of expenditures paid by a customer for a product and any associated services that is required by the product. The total cost for high end clothing apparels offered by HM and Uniqlo to support the dedicated fashion trends followed by the customers. The price for a product also includes the price of the services hence, in customers value proposition price is considered as the value of product and not the cost. Customers value proposition is the cost that is not reflected in the price as the cost is reflected in the value experience. Support: As it is mentioned earlier, the customers value proposition emphasis on experiences. Uniqlo initially identifies these experiences when it profiled how a key-targeted set of customers would use the product (Chandler and Lusch 2014). In the evaluation of value proposition process, customer support is necessary between the products offered by Uniqlo would offer them the benefit, which is equivalent to those that are negative users. Features: Human live in world where the products offered by several clothing retailing industry are constantly changing as new features are constantly gets added. Prices gets changed, competitive products are enhanced and new alternatives are introduced. All such elements effect the customers value propositions. Reputation: Evaluation of customer value proposition is based on the reputation or the image of brand. Offering high and better quality products with wide array of assortment Uniqlo proposes to establish a classier brand reputation by offering higher perceived value to its customers (Grace and Lo Iacono 2015). Value proposition: Basis of distinctions HM Uniqlo Price Lower Lower-Middle Quality High Middle-high Fashion High High Age group served For ages ranging from 15-30 For ages ranging from 15-40 Kind of Supply Generally Casual From Casual to Formal Brand reputation Good Under-development Production Out sourced 60% outsourced Table 4 (Value proposition of HM and Uniqlo) Source (Payne and Frow (2014) pp 213-227) Benchmark the two-value proposition: Globally most of the fashion retailers have followed the customer value proposition to keep the new trends and the fashion prevailing all corners of the world. Uniqlo and HM follow the value proposition, which is largely successful, as both the companies understand the importance of customer value proposition. Uniqlo differentiates from HM in order to find and follow latest trends. Uniqlo believes that customers are more cautious regarding the quality and value than lending a rapid response to changing style (Osterwalder et al 2014). On the other hand, HM uses long developmental strategies to test new materials and designs. It creates collaboration with the vendors based on long term strategy. Such strategies is similar to that of car manufactures who spend long period of time in product development in order to create a new product (Kyhnau and Nielsen 2015). Uniqlo recognises the product with style which do not go out of fashion rather easily and discovers a new of creating levels of differentiation with those styles. On the other hand HM aims to build a strategy to the trends and needs of consumer by embracing the rapid change to the consumer tastes and preference. Uniqlo has established a high range of receptive supply chain that facilitates the liberation of fashions as soon as a trend materializes. Uniqlo approach is somewhat more of a hybrid in nature than that of HM models. It serves to combine the commitment to prolonged existence while staying receptive to the latest fashion trends. The study reflects that Uniqlo outsource production to a network from more than 500 suppliers. Uniqlo new value proposition and implementation plan: HM retail value proposition is predominantly centred on low prices of product. However, a number of surveys has suggested that presently HM is not flourishing though it offers clothing apparels at reduced prices. HM has created a muscular brand name that is connected with top designers such as Cate Moss, Madonna and Stella Macharty as HM has managed to create somewhat exclusive. The truth is that the corporation is offering products at reduced price that does not necessarily represents that brand name has to be inexpensive too. Figure 2 model of mission statement Source (Grnroos, C. and Voima, P., 2013. Pp 133-150) It is understood that HM has put in a enormous effort to construct its brand, which is allied with wide range of price, which cannot be associated with the small boutiques. HM demonstrates that how a company can build brand even if the establishment is selling products at reasonably lower cost. Nothing can be painstaking as only black and white as one can understand that HM is one of the lavish brand for the most part of countries. On the other hand, when other fashion brands like Uniqlo started acquiring marketplace in retail clothing there were growing speculations about how the connections to HM would affect the Uniqlo status as high quality brand. At the moment Uniqlo is feeling satisfied with the choice of work together with the one of the bolstering retailers in the fashion industry (Chandler and Lusch 2014). External and internal implementation plan new value proposition: A vigorous and meaningful value proposition is necessary for any industry to effectively engage and establish a connection with the consumers, partners stakeholders and decisively internal workforce by precisely communicating the differences and worthiness of making such purchase (Hollensen 2015). The implementation of external and internal implementation plan of new value proposition is listed below; Figure 3 relationship between internal and external marketing Source (Hollensen 2015) Provides directions: The Value proposition offers directions by identifying the perfect-targeted audience right from the front, rather than understanding and recognising the central needs. This can be contented by the planed solution (Smith et al 2012). A comprehensible value proposition helps in wastage of time and money by offering product and service, which are less relevant to customers. Figure 4 Relationship between internal and external marketing Source (Hollensen 2015) Creates focus: A robust value proposition system offer fundamental initiatives and activates the aspects of business which have the greatest impact on meeting the defined targeted customers needs. Such value proposition helps in delivering excellence for HM. It also outlines what it must deliver to meet and define the audiences needs and create an overall remarkable experience for customers. Figure 5 Perception of problem vs willing to change perception Source (London, N., Pogue, G. and Spinuzzi, C., 2015 99 1-8) Improves customers understanding: Implementing value proposition provides HM with the opportunity to understand how the consumers view products and services. This enables them to talk to customers which breeds misunderstanding or to certain extent alienation. The value proposition identifies the factors that not only make a difference to the targeted audience but also inspects the ways that are meaningful to HM (Kyhnau and Nielsen 2015). Figure 6 relationship between employee and customers satisfaction Source (Hollensen 2015) Conclusion: In a world where retail fashion is fast changing along with the changing buying behaviour of the consumers it is significant that the companies like HM and Uniqlo is well equipped with the flexibility where it is able to adopt to all kinds of changes very quickly but even more it is able to anticipate and predict such changes. As a reason of this both the companies operates in the pull systems and gives emphasis on the customer value proposition. It is precisely evident that both the companies seek to enhance their efficiency and improving the customers satisfactions. As shown in the above study, that customer value proposition allows the exchange of ideas from the downstream area of chain to the upstream area. The study also provides numerous advantages in terms of cost and time to both the organisation. Referenced List: Ng, I., Parry, G., Smith, L., Maull, R. and Briscoe, G., 2012. Transitioning from a goods-dominant to a service-dominant logic: Visualising the value proposition of Rolls-Royce.Journal of Service Management,23(3), pp.416-439. Aarikka-Stenroos, L. and Jaakkola, E., 2012. Value co-creation in knowledge intensive business services: A dyadic perspective on the joint problem solving process.Industrial Marketing Management,41(1), pp.15-26. Barnes, L., 2013. Fashion marketing.Textile Progress,45(2-3), pp.182-207 Brohi, H., Khubchandani, R., Prithiani, J., Abbas, Z., Bhutto, A.H. and Chawla, S.K., 2016. Strategic Marketing Plan of Nike. Chandler, J.D. and Lusch, R.F., 2014. 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Two Theories Of Leadership And Comparison Free-Samples for Students

Question: Choose two theories of Leadership as listed in the Study Schedule above, and compare and contrast these in terms of how they contribute to your understanding of leading. Answer: Introduction: Situational leadership and trait theory of leadership are two important leadership theories. The effectiveness of the application of these two theories is plausible in the business world. Behavioural trait is important for both but the prime influence of the leadership is getting emerged from external reality for situational leadership and from the internal characteristics for trait theory (Northouse, 2012). The personality of the leader cast a magic spell over the leadership quality. The demand of the situation invites the flexibility of the leadership in case of the situational leadership. Goal orientation is indispensible in both of the cases but the in case of the situational leadership the visionary character of the leader is important. The leader need to offer effective guidance to the follower that is the reason the leader himself does bare the responsibility of the leaded people that is the reason he must possess a personality that is different from other (Selznick, 2011). Th e behavioural trait of the leader is very important to judge the quality of the leadership that he does offers to the group. Leader used to poses an authoritative attitude top motivate and inculcate the team member. But different leadership theory has defined different types of authoritative attitude of the leaders. Effectiveness of the authority is one of the major aspects that used to get measure to evaluate the quality of the leader and his leadership. Two theories of leadership and comparison: Situational leadership theory and trait theory of leadership are two theories related with leadership. These two theories are harbouring contradictory point of view regarding leadership (Wheatley, 2011). Situational leadership summary: Situational leadership developed on the basis of the demand of the situation task behaviour is important for the situational leaders. The relationships with all the socio economic factors are equally important here. Situational theory of leadership Trait theory of leadership This leadership is not fix it used to get change according to the situation. This leadership is situational dependent leadership (Goleman etal.,2013). This is the goal driven leadership need to address the situational demand. High level problem solving capacity. Context based leadership. Clear vision is one of the major traits of this type of leadership (Aaker Joachimsthaler, 2012). Put stress on personal characteristics Leader and followers are getting compare Believes in the inborn leadership quality Characteristic centric leadership Must have the achievement drive of leadership. Charisma, creativity and flexibility in leadership. Psychological leadership of leadership High level of self confidence. Honesty integrity and trustworthiness in character. Emotional maturity of the leader. Contrast of the two theories: Situational leadership is depending on the external influence that is situation for its application. It can be said this leadership is the situation driven leadership. The leaders are flexible in this case. They can adopt any policy that can serve the situational purpose. In this type of leadership practice the leader need to be object driven and he must harbour a clear vision of aim or the goal of the leadership (DePree, 2011). Trait theory is based on the external factor that is the quality or the attribute of the leader. This leadership theory believes that the leader must harbour some character trait that can help him at the time of the leadership. This leadership theory put stress on the personal character of the individual as leader rather the demand of the situation (Spillane, 2012). Example of two leaders: The example of situational leader: John Davison Rockefeller Sr. was a stallward in American oil industry at the same time he become popular as philanthropist. He got manifested as the richest person in American history. He is the leader; started his carrier as a book keeper. The initial business involvement of this leader in the domain of food business, from that he made a jump to the business of oil refinery. The growth and the development of him become phenomenal in nature (Nahavandi, 2016). During the phase of his development Rockefeller came across harsh competition he needed to interact with the contenders from the different part of the country different community. The interactions with contenders were successful for him (Jackson Parry, 2011). His organisation Standard Oil Company acquired many of the contenders. The leadership decision of Rockefeller used get change on the demand of the situation. The process of horizontal integration was the part of the strategy of Rockefelle r. The strategy was aggressive enough that is the reason he has to face law suit in different time because the practice of his organisation lead towards monopoly. The organisation harbours ambition to establish reign over the oil market of the country. As the leader Rockefeller faced different types of allegation due the legal infringement. In order to define the nature of the leadership of Rockefeller it is important to focus certain character trait of the leader. After study the character of this leader one can find the ideal character of a situational leader (Ward, 2016). Shuttle mentality or the shrewdness of the character is one of the significance of the personality of this leader. Winning attitude of the leader is getting represented by the shrewdness of the leader. The character of the situational, leader is the leader need to object driven and sure regarding the goal of the endeavour he suppose to be adamant to achieve the goal that character is getting reflected in the behaviour of Rockefeller. The reputation development is one of the major intentions of the endeavour that has been committed by Rockefeller, because as the leader he used to look at the broader spectrum and the sustainability (Hargreaves Fink, 2012). That attitude is traceable to the situational leaders. The issue of sustainability is one of the hunting issues for the leaders of contemporary period. That has been realised by Rockefeller that is the reason he was moving ahead of time. Public reputation of the leader is one of the factors that strengthen the possibility of the sus tainability. The visionary attitude is one of the major character trait of the situational leader sustainability is one of the issue that can get envisaged by the situational leader. The concept of corporate CSR has been envisaged by Rockefeller. Offering support to the society is the part of the sustainability strategy of Rockefeller. That is another attitude of the visionary leader who can think for long term achievement. When a business is taking from the society it is the important duty for that organisation to pay back to the society. Rockefeller took attempt in this regard (Daft, 2014). Courage is one of the significance of situational relationship. The situational, leader need to address the demand of the situation with courage. That quality got reflected in the leadership behaviour of Rockefeller. As the leader he demonstrated his courage in the different situations. Te clear vision regarding the target of the mission empowered the leadership quality of Rockefeller (DuBrin, 2015). Example of the trait leader: Richard Bronson is one of the leading contemporary business personalities of world. The owner of brand Virgin has established his name as one of the leading business leader as well as philanthropist. The group created by him is controller of 400 companies in all over the world. The success in the financial domain has made him one of the richest business icons in the country as well as in all over the world. The quality of the leadership is one of the significant traits of Richard Branson the leader can be treated as a trait leader in this regard. The leadership traits of Richard Bronson are following (Beck Cowan, 2014), As a leader Bronson describe himself as the rule barker. The innovative approach of the leadership is one of his significance as the leader. This is one of the character traits of the trait leader. Trait leader must have the high level of confidence. That has been reflected in the character of Richard Bronson. The theory of trait leadership believe that the great leader always born but not make (Kellerman, 2012). It is not possible to make the leader but the born leader always harbours certain attribute to become a great leader. It has been traced in the life of Richard Bronson. The quality of the personality of Bronson is one of the significance of his leadership process. The sociability of his character represents the quality of the trait leader in this regard. Bronson is an achievement oriented leader. He is focus on the target he supposes to achieve the approach of his leadership move towards that direction .Delegation is another great quality a leader can have that poses by Bron son. In case of delegation does harbour some specific method. He finds out the right people from within his one organisation and trained them in a proper manner to take care of the responsibility of the specific department. In this case he works as the head of the talent acquisition team (Chhokar et al.,2013). The quality of the trait leader got manifested in honesty integrity and self confidence. That has been manifested in the character of Richard Bronson. As the leader he has earn an wider acceptance to the global population that is the reason he himself has developed a brand value as the leader. The excellence of the quality is another significance of trait leadership. That has got reflected in the character of Richer Bronson (Skowronek, 2011). He prefers to break rule to create new one that is the reason he has earn the support and credibility from the ordinary staffs of his organisation. He never remains isolated in his own cocoon rather prefer to get mingled in all the level. That is the great way of communication for the leader of the organisation. The leader needs to have the willingness to listen the others. That has been reflected in character of Bronson. He is accessible personality in the organisation that is the reason it can be said that he prefer communication and listen ot her. Hands on approach are one of the significance of the Mr. Bronson. This is one of the representation of his self confidences the leader of the organisation that is one of the prominent nature of the trait leader of any organisation (Johnston, et al.,2016). Learning from the mistake is one of the significance of the Mr. Bronson as leader. The decision making is one of the critical processes the leader of the organisation used to get judge on the basis of this. Monitoring the whole process of the decision making is one of the ways to observe the flaws in the process. Farther development can get done on this basis. Situation and the follower are two important factors in this leadership theory (Carver, 2011).. In trait theory the personal characteristic of the leader make string influence over the leadership behaviour of the leader that has been witnessed in the character of Richard Bronson. Generosity communication skill those are important for the leader that has been reflected in the character of Bronson. The focus behaviour and the attentive attitude of the leader is one of the major significance of the trait leadership (Gaines, 2012). The reason of the communication to direct all the leaded towards the attainment of a specific goal, the goal oriented behaviour always standardise the character of the leader. That is the reason the goal oriented behaviour standardise the activity of the leader that type of representation has been witnessed in the behaviour of Richard Bronson. Integrity is one of the characters of the goal driven leadership such as Richard Bronson. The issue of integrity is directly connected with team performance of the organisation. That is the reason the leader need to maintain the integrity within the team. The team can get the inspiration out of the behaviour of the leader. Passion is one of the significance of the trait leader. That representation is traceable in the behaviour of Richard Brinson. The passionate attitude of Bronson is o ne of the significance of his leadership that can inspire the team and the organisation and lead them towards the optimum goal (Briggs et al.,2012). Conclusion: From above discussion it can be said that the nature of situational and trait leadership is different but there are similarity among them. Both type leader reships are object driven. The external factors and its influence has made situational leadership more flexible in this type of leadership the leader can change is trait on the basis of the demand from the environment the external factors are the dominating force in this regard. In trait leadership the quality of the individual leader can offer significance in the leadership process (Renz, 2016). The quality of the leadership is depending up on the objective that has fix in front of the leader because passion and integrity is character of the leadership. From the perspective of the pragmatic need of the situation it can be said that situational leadership is the most suitable leadership among this two because this leadership can offer sufficient flexibility to the leader and the major target of the leader to meet the situational r equirement that is the reason the leadership skill can serve the great purpose to the team in a specific situation under this leadership. References: Aaker, D. A., Joachimsthaler, E. (2012).Brand leadership. Simon and Schuster. Beck, D. E., Cowan, C. (2014).Spiral dynamics: Mastering values, leadership and change. John Wiley Sons. Briggs, A. R., Morrison, M., Coleman, M. (2012).Research methods in educational leadership and management. Sage Publications. Carver, J. (2011).Boards that make a difference: A new design for leadership in nonprofit and public organizations(Vol. 6). John Wiley Sons. Chhokar, J. S., Brodbeck, F. C., House, R. J. (Eds.). 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