Case Study Solution and Lecture Notes about Tesla Motor Inc

Question: Case Study onTesla Motor Inc. Answer: Executive Summary: In the Electric Vehicles market, Tesla Company has established itself as the market leader. The main reason for it to lead the market is due to the intense innovation and updated technology. In order to control the market of EV the company has brought some luxury design cars in the market so that it helps in the development of the core values, which would be helping them to compete them with the hybrid vehicles and electronic market. The strategy that is deployed by the company Tesla would be helpful in gaining a wide market share, gaining of brand loyalty and earning of the profit through the new program in Australia. The company Tesla wants to develop a car of the entry level that us affordable by the customers. The name of the car model is Model 3. This electric powered car company is designed for the younger generation of Australia during 2016-2017. The company should be keeping in mind the budget when making decision to cover the target market. This will help in getting more num ber of customers who are able to purchase the electricity-enabled vehicle. To promote brand loyalty, a number of programs have been designed. This type of programs will be helpful in providing the option to purchase for the through Amplify your Ride and Test Drive Campaigns. The marketing campaigns have been based on the advertising through the websites, magazines, public relation and through the direct form of marketing. In the coming half a decade, the demand for Model 3 is going to rise with the rise in the market. The company Tesla wants to explore the Australian market and earn the maximum level of profit. Background of the Company: About Tesla Motors: Martin Eberhard and Marc Tarpenning founded the company Tesla in 2003. After this, there was massive expansion by the company. The revenue increased by almost 2.44 billion dollars and the gross profit of the company is 456.26 million dollars when the company went public in the year 2010. The name of the company pays homage to the inventor Nikola Tesla who has created the induction motor and the alternating current power. It was only through the intelligence and the brilliance of Nikola Tesla that the company was able to bring about quality products. The company believes that the customers will increasingly prefer stylish transportation and eco friendly products. Figure: Logo of Tesla Motors Products that are sold by Tesla Motors: Some premium models are sold under the brand name of Tesla Motors. The car that is leading in sells is the Model S. The other models that are in demand are Roadster and Model X. The company Tesla Motors is trying to capture the market of Australia through the sale of Model 3, which is going to be on sale in the 2016-2017 (Kotler Keller, 2012). Figure: Electric Vehicle by Tesla Motors Mission and Vision of Tesla Motors: The mission of the company Tesla is that they wants to offer the most extraordinary experience while also gathering the feedback from the customers so that this would help in achieving operational efficiency , control over the inventory cost , warranty services and development of the brand of Tesla Motors. Tesla Motors must not treat the use of the electric cars as the sacrificial mode of transport. There is a good coordination of the automotive world and technology, which helps in describing the car image as step towards the performance and efficiency. The company Tesla Motor visions that there should be 100% electric enabled cars which would be helpful in reflecting a strong future as is would be creating an eco friendly environment. They are trying to propagate the message that the electric cars are the best alternative to the fuel enabled cars. Objectives of marketing by Tesla Motors: The marketing objectives that are followed by Tesla Motors are as follows: Generation of a greater demand needs to be made by the company Tesla and also helps in the generation of leads for the marketing team The company Tesla wants to make brand image and also wants to make the brand awareness among the new group of customers There is a need for the management of the customers through the loyalty and the customer referrals Encouraging the input of the customers through the development of the products Figure: Milestones of Tesla Motors Situational Analysis: Demand Analysis and Demographic structure in the Market: The male population is seen to demand more of the Tesla products than that of the female. The demand for the Roaster collection of Tesla is by the upper class business executives who are generally looking for the luxury form of cars. The down payment for this type of cars is 100000 dollars, which cannot be afforded by the common person. There is a huge demand for the electricity-enabled cars in Australia as they are getting more eco friendly (Lamb, Hair, McDaniel, 2013). The model S of the company is priced at 70k dollars. The customers are the tech savvy individuals who prefer eco friendly products. They are the ones with the higher levels of income. SWOT Analysis: Strength Weakness The cost will be low with the outsourcing of the secondary component, which would help in keeping the cost low and helps in the advancement of technology. This will help in developing a strong R and D. There is a lean management system where the workers they are able to work in the small and decorated offices. This would make the decision making more simplified and helps in the building of trust between the employees and the managers There is a strategic relationship of the company with the with the companies like Panasonic , Toyota Motors and Daimler which is seen to benefit both the companies The company Tesla faces the problem of liquidity. Even though there has been a huge sales of Model S in 2013 but there has been a a significant loss due to high amount of debt , low demand from the clients and lack of controlling the costs. The capacity of manufacturing is limited, which is a reason that it would not be able to meet the customer demand in the future. There is shortage of lithium cell batteries. There is no strong history of company Tesla unlike that of the Ford and GM company. Opportunities Threats The most important change involves the benefits from the use of the electric cars and the growing concerns related to the environment. The company Tesla would be able to grow with additional subsidy from the government There are a number of sellers of electric vehicles who are seen to provide quality cars at a much affordable rate. The competitors they are able to provide the hydrogen technology based powered vehicles. Competitiveness in the Australian Market: The following table reveals the four competitors in the Australian Electric Vehicle Car market: General Motors Toyota General Motors provide a significant threat to the company Tesla Motors. The company they have planned to enter the small premium market through the price range of 30000 dollars Volt Car, which is introduced by GM, is not completely an electric car but it is planning to enter the market of Electric Vehicles. The car design would be including 40 miles of the battery powered driving before there is recharge of the battery by 1.0L turbo gas charged engine. In the high way , the range of volt would increase by 640 miles. There is the availability of the hybrid technology that would help in the entry into the electric car market and the plug in hybrid. The company is already based in Japan and has entered into the Australian market with the hybrid technology The company offers a larger battery pack and home charging stations for Prius . Prius model is a full electronic version of Prius The above strategy would be helpful in providing the electric version of the sedan at the different possible prices BMW Daimler Ad The main competitors of Tesla include the BMW that helps in providing a continuous effect in the luxury, low consumption, high performance, and low emission in the auto market (Moutinho Huarng, 2013). There would be electric sales in the years to come in the market at a very competitive rate. The version of i3 is the product that will be fully enabled electronic vehicles so that there is individual mobility The models of BMW would be having structure and design with electronic motor designed by the company (Lee Carter, 2012). The product Mercedes Benz B class will be on sale in the Australian market (Mullins Walker, 2013). The system that charge and run the B class will be shared by SLS AMG Coupe E cell The vehicles that are manufactured by the company Mercedes Benz would not require any type of fuel cost and along it covers longer distance The company has collaborated with Tesla for sharing the battery technology and electric motor (Paliwoda, Andrews, Chen, 2012). Promotional marketing Budget: Types of Marketing Amount devoted for marketing (total 1 billion USD) Advertising 30,00,00,000 USD Sales Promotion 20,00,00,0300 USD Public Relations 10,00,00,000USD Direct Marketing 40,00,00,000USD Analysis of Sales: The sales of the electric cars of Tesla Motors increased from 100% to 360% in the previous year. With the technology advancement, there will be batteries that are more efficient and there will be more stations for charging the cars (Scholz, 2014). The demand for the electric car has increased s there has been a rise in the price of the petroleum products (Paliwoda, Andrews, Chen, 2013). With the greater demand for the electric products as it is environmentally safe as no pollution is emitted through it. There is a need for the company to segregate the customers, as there is a greater demand for the products of electric cars. The cars did not appeal the younger generation as this was based on the poor level of performance (Peter Donnelly, 2013). The figure below helps in showing the trends of the vehicle sales , electric car sales and hybrid car sales in the market. Target marketing: The company Tesla Motors to grow at present and the near future must be to expand in the target market in Australia so that it can reach more number of customers in the market. The customer that is of the main target by the company is younger generation of Australian i.e. the age group of mid 20s to the early 40s, the working adult population who belong to the middle class. The facility of the company increased with the increased level of production. The main target market is the younger professionals who are looking for cars that are luxury base but within a sufficient budget. The data by NADA has shown that the average sell price is around 30000 dollars, which would help in reflecting the customers who would not want to spend on the cars (Weinstein, 2014). Marketing Position Analysis: The company Tesla Motors wants to sell the car models at the entry level, which would include luxury and added benefits from the electric model while the performance is not lost. There is lower level of design and performance by the electric cars as it is not deemed to be perfect by the younger buyers. With the entry of the company, Tesla Motors in the Australian market the focus would be to change the design and technology (Jolibert, 2012). The luxury car price is fixed at the range of 30000 dollars, which would help in the development of a full electric car system, which would be attracting more number of buyers who would looking for luxury cars of the entry levels. The zero emissions is the added advantage of electric cars. The customers they would also be saving more amount of money. Marketing promotion objectives and the strategies for 2016-2017: The marketing plan of Tesla Motors involves capturing of a large amount of market share in Australia in 2016-2017. The company wants to increase the market share by more than 20%. It wants the brand to be recognised by the younger generation of Australia, which would also increase the loyalty of the brand. The primary and the secondary researches by the company have shown that there is a greater demand for the affordable luxury cars by the younger professionals (Hutt Speh, 2014). The surveys have shown that electric cars quoted at the price of 40000 dollars with a rebate tax would be reducing the price of the cars to around 32500 dollars. The consumers they will be able to reduce their cost of the fuel with the purchase of electric enabled vehicles. Promotional Strategies: Loyalty Programs: The company Tesla Motors wants its customers to be safe and comfortable in their vehicles. The aim of the company is to provide a safe and comfortable driving through the reliable vehicle. The loyalty program of the company Tesla will make the customers family to enjoy the added bonus while being the customer of Tesla. With the special promotion of the product, the customers who already own a car under Tesla will be buying another one for the family so that it can receive an instant off 2000 dollars in a car, a year of free service, which also includes the unlimited service ranger appointments. The four-year program will be applicable for the promotion by the company, which would be applicable after the end of the first year, which would be giving coverage of 5 years. Test Drive Campaigns: The company Tesla wants to spread the awareness of the brand through the Test Drive Campaigns. The test drives will be conducted in the selected cities of Australia. The cities that would be targeted are Brisbane, Perth , Queensland and Melbourne. The sales would be heavy in the selected cities. There would be teams who would be promoting the vehicles in the selected cities (Hutt Speh, 2013). The company would be bearing the cost of lodging and food through the entire campaign. Social Media and Websites: The websites and the social media sites would be used for the campaigning of the upcoming model. The use of social would help in the promotion of the events through the websites (Zimmerman Blythe, 2013). The advertisement will be displayed in the home page so that there is maximum exposure of the model on the website. Google Advertising: The company Tesla Motors to promote the products through the use Google Ad words. This type of advertising will help in target advertising. The company advertises with the pay per click model. This will ensure higher traffic in the websites. Each click that is made by the customers will be leading to the official website of the company. This would be creating a secondary affect on Tesla. With the each customer visiting the website there would be brand awareness which would lead to increasing sales. There will be tracking of the conversion rate which will be helpful in determining effectiveness of the program (Homburg, Krohmer, Kuester, 2013). With the specific goals in mind, defining the keywords that the company Tesla is associated to and setting up of the budget for conversion. There will be higher conversion rates with Good Ad Words. Conclusion: The company Tesla Motors after entering into the market of Australia has to face a very competitive market as there are many sellers in the in the market of the electric vehicles . The companies General Motors, Mercedes, BMW and Ford will dominate the electric vehicle market. The company Tesla Motors will be able to be successful through the deployment of high-end technology in the motor of the electric cars. The company is trying to spread the message that the quality of car that is produced will put lesser pressure on the renewable sources of energy. The company will be able to capture the market of the younger population through pricing the commodities at an affordable rate. The external and the internal environment will help the company Tesla to grow in the market of Australia. This company Tesla would be coming out as a leading company with the vest design and technology in the field of electric vehicles. References: Anderson, D. (2012).Strategic marketing planning for the small to medium-sized business. [New York, N.Y.] (222 East 46th Street, New York, NY 10017): Business Expert Press. Baker, M. (2014).Marketing strategy and management. Belch, G. Belch, M. (2012).Advertising and promotion. New York: McGraw-Hill/Irwin. Chernev, A. (2012).Strategic marketing management. [Chicago, Ill.]: Cerebellum Press. Clow, K. Baack, D. (2012).Cases in marketing management. Thousand Oaks, Calif.: SAGE. Clow, K. Baack, D. (2012).Integrated advertising, promotion, and marketing communications. Boston: Prentice Hall. Glynn, M. Woodside, A. (2012).Business-to-business marketing management. Bingley, U.K.: Emerald. Homburg, C., Krohmer, H., Kuester, S. (2013).Marketing management. London [u.a.]: McGraw-Hill Higher Education. Hutt, M. Speh, T. (2013).Business marketing management. Australia: South-Western, Cengage Learning. Hutt, M. Speh, T. (2014).Business marketing management B2B. Andover: Cengage Learning EMEA. Jolibert, A. (2012).Marketing management. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan. Kotler, P. Keller, K. (2012).Marketing management. Upper Saddle River, N.J.: Prentice Hall. Lamb, C., Hair, J., McDaniel, C. (2013).Marketing. Mason, OH: South-Western/Cengage Learning. Lee, K. Carter, S. (2012).Global marketing management. Oxford: Oxford University Press. Moutinho, L. Huarng, K. (2013).Quantitative modelling in marketing and management. Singapore: World Scientific. Mullins, J. Walker, O. (2013).Marketing management. New York: McGraw-Hill. Paliwoda, S., Andrews, T., Chen, J. (2012).Marketing management in Asia. New York: Routledge. Paliwoda, S., Andrews, T., Chen, J. (2013).Marketing Management in Asia. Hoboken: Taylor and Francis. Peter, J. Donnelly, J. (2013).Marketing management. New York, NY: McGraw-Hill Irwin. Scholz, L. (2014).Brand management and marketing of luxury goods.

Tupac Shakur Essays (1386 words) - Gangsta Rappers,

Tupac Shakur "Only God can judge me/ Nobody else/ Nobody else/ All you other mutha *censored*as/ get out of my business," said by Tupac Shakur at the beginning of his song, "Only God Can Judge Me." Tupac was a gangster rap artist who practiced what he preached. Because of his profanity and lyrics, people say he should be censored. He has the right to rap about whatever he wishes, because it's his way to expressing his feelings, it's not against the law, and it's the truth. Tupac uses a lot of profanity, and his lyrics are inappropriate for kids. The song "Hit em' Up" starts off with vulgar language and has negative content. First off, *censored* your bitch and the click you claim West Side when we ride comin' equipped with game You claim to be a playa but I *censored*ed your wife We bust on Bad Boy niggas *censored*ed for life His music is for young adults, not for young kids who are easily influenced. Kids won't know what Tupac is really rappimg about anyway, but the more they hear it and grow up with it, the more it will become a apart of them. The lyrics to most of his songs are about death about life in the ghetto. Even though all of it is reality, kids should not be exposed at such a young age. Tupac expresses his feelings by letting it flow onto the paper and then into music just as a poet expresses his or her feelings through pencil and paper, thus creating art. His feelings towards life are depressing, but by letting it all out, he is not repressing himself. Tupac's art is rapping. Different people express their feelings in different ways; through paint, clay, music, etc. Tupac is great at expressing his feelings through his music. That's a talent that not many Ly 2 people have. Here is a sample of how he expresses his views towards all the injustices in life. In his song "Changes", he raps about prejudice and all the sick aspects of the world. I see no changes all I see are racist faces Misplace hate make disgrace a racist... Cops give a damn about a Negro Pull the trigga kill the nigga He's a hero. His feelings towards life are what people don't like. He raps about suicide, because he can't handle the daily pressure of life, "It's gonna take a man of me, to conquer this insanity." Tupac went through a lot in his life; numerous gunshots, locked up in jail, and having people despise him. Going through so much in his life, he has a lot to talk about. He has so much going on in life he thinks about committing suicide. "I wake up in the morning and I ask myself, is life worth living, should I blast myself," from the song "Changes" he talks about his life and how he feels every morning. He has a lot of songs are about death, and how he thinks that dying is sometimes better than living through pain. If he kept all this pain inside with no way of expressing I, he would be a trapped man. This is just his way of releasing it all. Why should we take that away from his? Why should we cover the world's eyes from his feelings and the reality that he has to face? Fuck the world because I'm cursed I'm having visions of leaving here in a hurst God can you feel me? Take me away from all the pressure and all the pain, show me some happiness again. Ly 3 His feelings are strong and his style of expressing himself is a great way to let people know how he feels. His style of art should not be censored. No one is forcing anyone to listen to Tupac, it's his or her choice to listen to his music. The United States is the land of the free. It's a place where everyone has a choice. The first amendment allows Tupac the right of free speech; in other words, he can rap whatever he wants. It states, "Congress shall make no law respecting establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press..." Tupac has the right to talk about whatever he feels like. He has the right to rap about dying, killing, suffering, or how he sees the world. Although Tupac has broken many laws in his lifetime and he raps about

Take An Essay For NYC And Get The Help You Need

Take An Essay For NYC And Get The Help You NeedIf you want to improve your test scores, get a better grade, or reduce your stress level, taking an essay for your final for your New York City College or for your New York State High School or for your New York City Community College is going to help you in the long run. Having a great essay will get you ahead. And, if you're like many, you want to know how to write an essay sample for NYC.First of all, don't worry too much about how you can write a great essay for NYC and get into a better college or university. For one thing, students who are being accepted into great colleges are not what you would think of as 'average' people. People who have SAT scores of 1800 or higher are not 'average' students. They're the ones who go into these schools thinking, 'I can do this.'In other words, they don't want to fall behind their competition, so they're willing to put in the extra effort to improve their chances. As for writing an essay for NYC , you may find that you feel a little lost without any real guidance or plan. You may be worried that there's no one out there who knows what you need to do to succeed. Or, you may think that what you really need is a book to read or some tools to make life easier.You're right about NYC having plenty of guidance to help you out, but what you may not realize is that NYC has dozens of students who have had to attend various NYC schools, like the Bronx or Columbia, and they've become friends with the counselors, either because they fell in love with their personality, or because they loved helping the students. It can be amazing to discover these people from all over the world who make it possible for you to get the help you need to make it through your New York City College or community college courses. They're the 'thugs' - those who got to where they are by taking the classes and working hard.Remember, it's not all about the classes, and students with strong personalities will excel in NYC. They'll be able to relate well to the people and cultures of NYC. When writing an essay for NYC, the focus should be on the students, not the classes. It should focus on the common experiences the students share. Remember, if you don't learn how to write an essay sample for NYC, you won't be able to talk about your experiences in class.If you're planning to attend an NYU campus, it's helpful to know that the vast majority of students are truly enthusiastic and devoted students. Most students are ready to go to class and take a class, but they don't want to be pushed. They're willing to do their best - even if it means putting in extra effort. As for writing an essay for NYC, you can't just type up your essay and hope that it sounds good.You have to do the work to get the right advice from NYC counseling counselors at other NYC campuses. They know exactly what you need to know to turn in a great essay for NYC, so they're the best place to start. Just remember that it's about taking the time to do the homework and to find the help you need, whether it's online, in a book, or in the office of someone who has personal experience with students who need a little extra guidance. Make sure you get it from NYC counselors before you try to cram everything down into one big essay for NYC.

History of the book Emma by Jane Austen essayEssay Writing Service

History of the book Emma by Jane Austen essayEssay Writing Service History of the book Emma by Jane Austen essay History of the book Emma by Jane Austen essay  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The book Emma written by Jane Austen, a widely acclaimed English author, whose novels were published anonymously over the course of the 19-th century, is a great success with the public today. According to researchers, Jane Austen’s â€Å"continued success as a novelist is evident in the fact that many of her novels have been made into films or television series† (Green 18).   Emma is no exclusion. Jane Austen is considered to be one of the greatest English writers, while her novel Emma can be viewed by many literary critics as the greatest literary piece (Green 18). One of the critics who devoted his life to the analysis and criticism of Jane Austen’s works was R. V. Chapman, the editor of many scholarly editions of all books written by the author (McDonald 97). According to Richard McDonald, â€Å"Austen’s continued acclaim as a novelist is ensured by more than 180 years of praise from both critics and readers, but within her own lifetime her talents were seldom fully appreciated† (97). Jane Austen herself rated her literary abilities and talents too low. She was really surprised to learn about her novel’s success (Parrill 23).   In other words, she did not expect the acknowledgement of the public. Moreover, her concern regarding the fate of her books with the public was demonstrated in her personal relation to her heroines.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Jane Austen was born in 1775. Her birthplace was Steventon Rectory in Hampshire, England. Her father served as an incumbent. The family was â€Å"risen to prominence and prosperity in the Weald of Kent during the reign of Elizabeth I by way of sheep farming and the manufacture of woolen cloth† (Tucker 6). Her mother belonged to a higher social class. Jane Austen loved literature and enjoyed reading novels. As a child, she used to read books from her fath er’s library (Tucker 6). In addition, she borrowed books from her friends and city libraries. She shared her thoughts about the books she read with her family members. Jane Austen loved to read aloud. She started writing books and read aloud to her family members. She paid due attention to pauses, emphasis and tone of voice. As a result, her writing style is impressive (Tucker 6). Her book Emma is one of the most psychological writings. Jane Austen believed that this book would survive the test of time; therefore, she was interested in readers’ response to her works (Tucker 7). The novel Emma was the fourth published novel by Jane Austen. Actually, it was the last book to appear before her death. Both novels Persuasion and Northanger Abbey written by Jane Austen would be published posthumously (Galperin 189). Though many novels were published anonymously, many works by Austen were noticed by highly acclaimed literary critics and by a large number of literature lovers.T he history of the book Emma is unique. The author began to write her book in 1814 and completed it in 1815. The first edition of the book was published in December 1815 by an English publisher John Murray, the founder of the publishing house in London. It is known that Jane Austen submitted the manuscript of her new book to the publisher, six months after it was completed in order to receive the money she needed to pay the expenses for her brother’s illness (Baker 37). John Murray had a good reputation in London and could help the author of the book to achieve success. First, he received positive response from William Gifford who was well-known as an English critic and editor. Second, he â€Å"offered Jane Austen $450 for her copy of Emma plus the copyrights of Mansfield Park and Sense and Sensibility†(Baker 37). In fact, Jane Austen failed to approve the proposal made by John Murray. They came to an arrangement to publish the book Emma at Jane Austen’s expense with â€Å"profits to her after payment of 10% commission to the publisher† (Baker 37). Besides, Jane Austen had the copyrights of her works. The first edition of the book included 2000 copies. The selling price for the three volumes was only 1.1pound. By the end of the year 1816, 248 copies of the book Emma were sold in London and other large cities (Wenborn 35).   The author of the book would have earned 221pound, but the publisher included the losses he had for the book Mansfield Park and gave Jane Austen only 38 pounds. However, in 1818, only 565 copies of the book Emma were sold at the price of two shillings each. Compared Emma to Scott’s novel Rob Roy, published in the same period in 1817, over 10.000 copies were sold in less than two weeks (Wenborn 35). Thus, although many critics accepted Emma as a successful novel, there was no enormous public acceptance of the book. As a result, the second edition of the book was issued only in 1833. However, the scholarly edition edited by R. V. Chapman appeared in 1923. There were few correction made to the text of the novel. In addition, it has been found that Emma â€Å"was reissued, together with the other five novels, in Bentley’s Standard Novels series of 1832-33 and was reprinted in 1837, 1866and 1869† (Wenborn 35). According to Richard McDonald, â€Å"there are a number of good editions of the novel and many of them are augmented by historical and critical essays that can aid in the reader’s appreciation of the text and its critical history†(97). In the United States, Austen’s novel Emma was published without her knowledge in 1816. Besides, regular editions of this book came out over the course of the 19-th century- 20-th century. Although the author of Emma could earn only thirty eight pounds from the book during her lifetime, she hoped that her book would be highly appreciated after her death. Austen was 39 when she completed her novel. She died a year an d a half after the book’s publication (Wenborn 35).  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The response to the novel Emma was unpredictable by the author of the book. Jane Austen collected the opinions regarding her novel Emma, analyzing the first responses to the works. As a rule, first responses documented â€Å"not only what her earliest readers made of her works, but also priorities and preconceptions about literature in the reading community of which Jane Austen was herself a part† (Halsey 95). The first responses to Emma gave explanation to further criticism because many themes appeared in critical commentaries about the novel over the course of the late 19-th century. Literary critics placed emphasis on the fact that characters described in the novel as well as the events were unnatural. According to Halsey, â€Å"Austen’s fidelity to detail and rejection of excess would also be noted, commented on and discussed in successive readers’ respons es to her work† (96). Richard Whately was one of the first critics of her novel Emma. He highlighted the ability of the author to â€Å"give fiction the perfect appearance of reality† (qtd. in Halsey 96). As a matter of fact, this assumption became a cornerstone of many critical responses of the public. Most of critics of the 19-th century defended her art and style. Jane Austen’s earliest readers loved her novel and characters, describing her writing as impressive, but there were people who through that Emma was â€Å"inferior to all the others† (qtd. in Halsey 96). In general, the book Emma was less popular than its predecessors, Sense and Sensibility and Mansfield Park.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In addition, the reactions of the earlier readers of the novel Emma placed emphasis on the qualities of the literary work. John Murray was one of the first readers of the novel. Another critic was Sir Walter Scott, a highly acclaimed novelist a nd â€Å"distinguished contributor to the influential Quarterly Review† (Thomas 53). He reviewed Emma, and assessed Jane Austen as a talented novelist. He was among the first critics who gave Jane Austen significant recognition that she was the novelist of distinction (Thomas 53). According to researchers, Scott’s review and criticism were focused on â€Å"the writer’s use of detail, fineness of prose style and depth of characterization† (Baker 96). Actually, Scott as a literary critic used these elements to assess the quality of Jane Austen’s fiction. He found that in her works, there is reality, which reflects the universe of fiction. According to Scott, in the novel Emma, there is obvious historical significance of a new â€Å"modern novel† in contrast to â€Å"sentimental romance, in which the nature imitated is a la belle nature† (qtd. in Baker 96). Scott highly praised the novel Emma for the author’s emphasis on realism. He credited Jane Austen as a new kind of novelist, because she was focused on producing the so-called realist novel (Thomas 53). According to Scott, Emma reflects â€Å"the art of coping from nature as she really exists in the common walks of life, and presenting †¦. a concrete and striking representation of that which is daily taking place† (qtd. in Thomas 53).  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Generally speaking, the novel Emma was perceived differently by the 19-th century public. According to Ruth Thomas, â€Å"Emma made few waves in literary circles when it was first published in 1815†(53). In aristocratic circles, the book was very popular. The evidence of this popularity is Jane Austen’s dedication to the Prince Regent, which was made at request of the librarian who served Prince. The novel Emma helped the writer to feel self-esteem because many opinions and reviews were positive. Nevertheless, according to Scott, the novel Emma â€Å"went out of print for the next twenty years, suffering the penalty of being anti-romantic in an age of romanticism†(qtd. in Thomas 53). Most literary critics of the 19-th century and early 20-th century highlighted the writer’s ability to depict verisimilitude (Ellis 34). The most widely used epithets that described Jane Austen’s literary work were â€Å"natural† and â€Å"real† (Thomas 53). However, there were many objections to her writing style. Most of them were based on the representation of obvious limitations of settings and subjects in her work. In the early 1930s, the negative criticism toward Austen’s novel ceased as highly acclaimed literary critic F. R. Leavis called Jane Austen a classic novelist, placing her in the list of the greatest English novelists. Since that time, the novel Emma has been widely acclaimed for the talent of Austen.  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Many critics believe that in the novel Emma, the main heroine was not intended to be assessed by the public and the author as a sympathetic character. Barbara Z. Thaden states that many literary critics have discussed a number of dissimilarities between Emma and other heroines of Austen’s novels, but â€Å"few believe that Austen did not sympathize with Emma† (19). However, the commentary provided by Jane Austen’s nephew J.E. Austen-Leigh proves the fact that the author loved her heroine: â€Å"She was very fond of Emma, but did not reckon her being a general favorite; for, when commencing that work, she said, â€Å"I’m going to take a heroine whom no one but myself will much like† (qtd. in Thaden 19).  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The numerous editions of the novel Emma are different because of different editors and their individual attitudes toward the book and the author, and time periods. The novel Emma was reprinted many times, as well as the other novels by Jane Austen. The well- known editors of the novel Emma were R.W. Chapman, Lionel Trilling, Stephen Parrish, Fiona Stafford and others (Thaden 19). Actually, the novel Emma is available in the Penguin Classics Editions, the World Classics Series, and the Everyday Library, presenting the distinguished list of editors, literary critics and commentators of the novel. According to researchers, due to the publication of Memoir written by Jane Austen’s nephew, James Edward Austen-Leigh in 1870, there was the so-called resurgence of readers’ interest in the novel Emma and other works by Jane Austen. He writes in the introduction of the second edition of Memoir published in 1871,The Memoir of my Aunt, Jane Austen, has been received with more favor that I had ventured to expect. The notices taken of it in the periodical press, as well as letters addressed to me by many with whom I am not personally acquainted, show that an unabated interest is still taken in every particular that can be told about her (Austen-Leigh 5).In R.W. Chapman’s edition of Emma, published in 1870, was based on recent criticism. Chapman considered the book one of the best novels produced by English writers. He expressed his attitude toward the author’s style, placing emphasis on the detailed description of Emma’s success in literary world. He wrote that the supremacy of the novel is concluded not in the forms of characterization selected by the author, but inthe matchless symmetry of its design, in the endless fascination of its technique, above all in the flow of the blood beneath the smooth polished skin: a flow of human charity and sympathy that beats with a steady pulse, rarely – but the more momentously – quickening to a throb that sets out own veins   lapping the unison (23).History of the book Emma by Jane Austen   essay part 2

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