Frederick Douglass Primary Analysis Essay Example for Free

Frederick Douglass Primary Analysis Essay Frederick Douglass represents former slaves who become abolitionists after escaping to the north. Douglass uses ethos to speak out for not only all of the slaves in the south, but also to question the irony of the basic principles of liberty and Justice as stated for everyone in the Declaration of Independence, yet not applied to slaves. The sectional crisis in the antebellum era supported Frederick Douglass in his hatred for the cruelties toward blacks, persistence in the abolitionist movement, and the unpatriotic effects slavery has rendered upon the south. As the cotton culture began o grow rapidly, the culture of the slave trade grew with it. Charles Ball shows the audience about the cruelties of the slave trade as he explains his first-hand experience on the horrible Journey after being shipped off, against his will, to South Carolina to work for the cotton fields. Ball comments on his misery during the Journey as so painful both physically and emotionally that he wished to die but, even the wretched privilege of destroying myself was denied me, for I could not shake off my chains, nor move a yard without the consent of my master (Ball, 233). The emotional cars of being ripped away from his family and knowing hes never going to be able to see them again will also haunt Ball and millions of slaves Just like him going through the same experience in the horrors of the slave trade. African American Josiah Henson also shares his experience with the slave trade although unfortunately he was very young when he was put through the agony of being sold off as property at a mere age of five or six. Henson explains himself having to witness the cries of his mother as she is being separated from her children, begging to be able to be bought by the same owner. He not only ignored her cries but instead violently kicked her until she finally crawled away. This was not the first time Henson experienced something so traumatizing at such a young age; he also witnessed his father covered in blood by protecting his mother from the constant beatings of a white man. Because a black man laid his hands on a white man, no matter the reason, resulted in severe punishment in this case it was one hundred lashes on the back and the removal of the right ear. Former slave and abolitionist, Frederick Douglass speaks up for the harsh inequalities of these slaves in the south as he states to his audience hat, There is not a nation on the earth guilty of practices more shocking and bloody than are the people of the United States, at this very hour(Douglass, 387). Having dealt with slavery in the antebellum South before he escaped to the North, Douglasss views on the south continuing to use the practice of slavery is very strong as he is determined to convince all audiences that slavery is inhumane and barbaric. Another faithful abolitionist like Douglass was John Brown. Brown was caught for helping slaves escape to freedom and was executed for his loyalty. Although not as uccessful in his movements as Douglass, Brown still died with the clear conscience of knowing he fought for what he believed in. In his last statement before his execution he explained that he neither committed murder, nor treason as he simply helped save slaves from their miserable fate. Brown uses religion to evoke the emotions of his audiences in that the bible teaches him, all things whatsoever I would that men should do to me, I should do even so to them (Brown, 399). He states to do so. The bold persistence and sacrifices made by abolitionists like Brown and Douglass who are willing to risk their lives to go back into the slave south and help free their brethren escape to the north shows the admirable effects that resulted from the sectional crisis. Douglasss persistence in the abolition movement grew stronger after he witnessed productive efficiency of the North (Levine, 411) without the use of slavery as a tool and still maintaining economic success as stated in Bruce Levines essay on The Economic Divisions That Contributed to Civil War. Douglass refers to the injustice and boasted liberty (Douglass, 387) of the south as an unholy icense (Douglass, 387) as he questions what is the meaning of 4th of July to the American slave. David walker, an African American abolitionist uses religion and the declaration of independence to press a guilty conscience upon those for the slave system. By using religion, walker states that slaves should be treated with equality for Jesus Christ is both their master and blacks were made the same as whites, therefore David Walker states that, America is as much our country as it is yours (Walker, 299). Slavery has rendered unpatriotic effects for the Declaration of Independence clearly tates that all men are created equal, a point not only brought up by David Walker but also by Frederick Douglass as well as he explains the irony in meaning of the 4th of July. It is not only unwelcomed to slaves, but it is also, A day that reveals to him, more than all other days in the year, the gross injustice and cruelty to which he is the constant victim (Douglass, 387). The celebration of Americas independence is Just a reminder to the slave south something they long for more than anything. In Abraham Lincolns rebuttal speech to Stephen Douglass in their positions on slavery, Lincoln tates the moral rights citizens should have and theres no reason as to why slaves are denied the life, liberty, and pursuit of happiness as stated in the Declaration of Independence. Although Lincoln makes sure to not offend the slaveholders in south by stating he is not prejudice against them, but he does believe emancipation should be granted because of our constitutional and moral rights as well as the, love of liberty on the American Continent (Lincoln, 397). Lincoln also mentions that although emancipation will be adopted sometime, freeing all slaves and making them equals ould cause serious collisions, but Douglass states in his call for abolition of slavery that the sooner slavery gets abolished the better. Douglass mentions that it is stated blacks could not take care of themselves if freed to which he responds with, My answer to this is, let him have a fair chance to try it (Douglass, 418). He explains how slaves take care of their masters and themselves and he doesnt see why they wont be able to take care of Just themselves when freed. Douglass believes slavery has, . eaten up and devoured the patriotism of the whole South Douglass, 418). And by getting rid of slavery, the south will still be able to prosper Just as well as the free North has been. The split between the North and South caused abolitionists like Douglass to continuously fght for the freedom among their men for their goal towards a independent, free South as well as the North. All these selfless abolitionists and supporters of a country without slavery, like Frederick Douglass is what ultimately caused the civil war and emancipated the slaves in the south. Although Douglass was fortunate enough to finally escape to the free North and ecame a spokesman for abolition, many were not as lucky as he and were stuck in others who pursues to end slavery a sense of strong brotherhood as they make many sacrifices so that one day they too can celebrate 4th of July with true great patriotism on Americas free land.

Divorces Development And Influence On Modern Society History Essay

Divorces Development And Influence On Modern Society History Essay Our ability to form and be part of enduring and lifelong lasting families is a basic human necessity, and a need everyone tries to fulfill. However, changes in time lead to changes in family structures as well as in family principles. This essay will review the relatively new reality of divorce as a cultural phenomenon and will make an attempt to explain its effect on modern western society. Firstly, it will do so by explaining the recent rise in divorce through researching how the change from pre-industrial, rural society to modern, industrial society led to a change in family ties and personal social relationships [HÃ ¶llinger and Haller 103]. Secondly, this paper will explain the historical development of divorce jurisdictions. Lastly, this paper will examine the connection between the rise of individuality and the rise in divorce. As time progresses, events occur that will lead to changes in civilization. The most recent, major change that took place in history was the global transformation brought on by the Industrial Revolution, which began in the eighteenth century. The Industrial Revolution resulted in extensive changes in society and started to form how it is today. Since these changes occurred in a rapid and extreme manner, traditional rules were no longer suitable to be applied in this renewed world. For instance, technological inventions were not only the main factor in making the Industrial Revolution possible; they also enabled developments in science and rapidly increased mans knowledge of the physical universe. The revolution transforming civilization threatened the existence of the dominant religion of Christianity. Foremost, before the industrialization, the Church had adapted itself to the predominate rural economy. With the coming of the Industrial Revolution this economy changed, for towns and cities were developing at speed. Due to the the vast rise in population during the Industrial Revolution, a brutal exploitation of labour became the new standard. The terrible working conditions, poverty, and the deterioration of morals caused anger to grow towards the current system and the Church, who failed to remedy the situation. This eventually lessened the influence of the Church. Over time, it even lead to a change of focus in society; from the collective social structure, based on family, it moved to the importance and development of the individual. In addition, technical inventions led to urbanization as well as it offered geographical mobility. In the course of industrialization, the consequenses of these aspects can be viewed through the change in family ties. HÃ ¶llinger and Haller discuss, amongst other things, the impact of urbanization on kinship structure. In rural areas people meet their relatives, especially their extended kin, more frequently than do their fellow countrymen in urban areas. On the international level. this means that the higher the degree of urbanization of the respective countries, the larger the spatial distance from relatives and the less frequent are contacts with kin. [112] Thus, urbanization and the newly found ability to cover great ranges of land led people to live from growing distance from their kin. Because of these developments, contacts with the extended family were reduced, while emotional bonds with the nuclear family strengthened [HÃ ¶llinger and Haller 103]. Furthermore, another aspect that was introduced in modernized society was that the individuals social ties could now be shaped throughout his or her life. This newly found possibility even applied to closest friends and, more importantly, to kin. No more are relationships toward close kin necessarily seen as a life-long commitment [HÃ ¶llinger and Haller 103]. In most Western nations, over one-third of all marriages ends in dissolvement [HÃ ¶llinger and Haller 103]. It can be said that this important change in family structure is in fact the norm in todays society. In conclusion, the changes in economic innovation seem to go hand in hand with the variation in levels of social ties with kin [HÃ ¶llinger and Haller 110], just as the loosening of family ties seems to coinside with the rise of divorce. As has been discussed in the previous paragraphs, a new social structure arose as a result of the Industrial Revolution. When focussing on divorce, it can thus be said that the concept is a relatively recent phenomenon. Divorce has never been as extensive in modern Western society as it has become in current times [Phillips ix]. Additionally, just as society did, the law had to undergo a transformation in most countries as well. Since England was the first to feel the effects of the Industrial Revolution, this country will be used to exemplify the development in divorce jurisdiction. Until the mid-nineteenth century, the English law mostly took the Christian standpoint on marriage on as a rule, defining it as a lifelong lasting union and leaving little room for the option of dissolvement. Nevertheless, a growth in demand for divorce during the Industrial Revolution can be seen in the table on the next page. In this table, the dissolution of individual marriages in England by private Act of Parliament is shown by a periodic interval of ten years [Phillips 65]. The table clearly demonstrates the early rise in divorce as the Industrial Revolution progressed. However still uncommon, such divorces were evolving into regular occurrences [Phillips 64]. In this stage, divorce was only open to male artistocrats, for divorce was almost exclusively monopolized by men, and costs of the procedure were high [Phillips 66]. Additionally, the only acceptable premise for divorce was the wifes proven adultery. Despite these disadvantages, the only legal way by which a marriage could be resolved in England remained parliamentary divorce until 1858, when the countrys first divorce law was implemented [Phillips 64]. The 1858 Matrimonial Causes Act made divorce possible for all people, including women. Still, women who divorced on the premise of adultery not only had to prove their husband unfaithfulness, but had to prove additional wrongdoings as well, such as cruelty, incest or desertation for two years or more [National Archives]. In 1923, a private members bill facilitated the process for women to plead for divorce on grounds of adultery, although, it still needed to be proved [A Brief History of Divroce]. A change in legislation occurred in 1937, when divorce was permitted on other grounds, for instance drunkenness, insanity, and desertation [A Brief History of Divorce]. Up until this time, divorce was still considered to be taboo, and a shameful process to undertake. However, over the next period, the modernization of society and the developement in social structures in terms of individuality and eqaulity in gender gradually changed the view towards divorce and therefore called for a different approach in the law concerning it. This resulted in the Divorce Reform Act, which was passed in 1969. The Divorce Reform Act permitted divorce if the couple requesting it had been seperated for more than two years, or for more than five years if the divorce was requested by only one spouse [A Brief History of Divorce]. This revision is considered to be a landmark in the law concerning divorce because a spouse no longer had to prove his or her partners fault; a marriage could be dissolved if it had broken down beyond repair [A Brief History of Divorce]. Most importantly, the Divorce Reform Act created the basic structure of Englands divorce law today. Furthermo re, it can be said that the regulation in divorce jurisdictions is closely linked to the process of gender equality. In other words, the development in womens right can be linked back to the history of divorce laws. The increase in divorce lessened the taboo that used to stigmatize it, resulting in a shift of focus in society. When directing attention to the European social structure, it can be said that the notions of family in different countries are overall quite similar. The divorce rates, however, are not. The divorce rates in various European countries are shown in the table on the next page [Divorce Magazine]. When examining the table and the differences in divorce rates, a number of results are quite striking. Firstly, the top three European countries with the highest percentage of marriage ending in divorce are all Scandinavian countries. Secondly, the three most southern European countries -Portugal, Spain, and Italy- reside at the bottom of the list. As has been mentioned before, economic modernization and various degrees in social contacts seem to be closely linked [HÃ ¶llinger and Haller 110]. Additionally, it can be said that the higher percentage of marriage ending in divorce in Northwestern and Central Europe is not only an effect of industrial development but also of the endurance of particular preindustrial family structures [HÃ ¶llinger and Haller 110]. Through this, the exeptionally low divorce rate of, for example, Italy can be explained. As is demonstrated in the table, only ten percent of all marriages in Italy end in dissolvement. When comparing Italys sociocultural history with present norms and traditions, it can be seen that the concept of strong family ties, which has deep social and cultural roots in this country, is an aspect of Italian life that is still of high importance today [HÃ ¶llinger and Haller 110]. The powerful influence of the Roman Catholic Church, which beliefs concerning family principals do not permit divorce, has often been ascribed as a reason for that [HÃ ¶llinger and Haller 110]. This influence seems to be stronger in Italy than in other Southern European countries such as Spain and Portugal, whos sociocultural family traditions closely resemble those of Italy. However, it could be argued that the existence of the Vatican and Pope seem to keep Christianity more alive in Italy than in other countries. In contrast to the decreasing influence of the familial structure on modern society, the concept of individuality and non-kinship ties gained importance over time. In other words, over this century, the life course has become individualized. () Because individual lives in the past were more integrated with familial goals, many decisions today considered individual, such as starting work, leaving home, and getting married, were part of collective family timing strategies. [Hareven 107-108]. The development of individuality and thus the importance of friends in modern society can be seen in the table below. In this table, HÃ ¶llinger and Haller present an overview of the expectations people have of those around them in emergency situations. The results from seven different Western countries tallied to show for which roles expectations were higher. For example, the highest percentage of people answered that they rely on their partner for instrumental as well as emotional assistance. It it interesting to note, however, that friends hold the second highest place. In the preindustrial times, the results would show a greater percentage of reliance on family members. This graph helps to illustrate that the decrease in familial ties correlates with the rise in divorce. Additionally, the rise in divorce coinsides with the movement towards the idea of marriage being a union between two people in love, rather than a union of convenience. In most Western societies, marriage is no longer prevailed by a difference in status or race. In this sense, divorce is now seen as a notion of freedom, just as marriage is. Thus, divorce paved the way for many other marital phenomenon and disertations from the traditional family structure, such as inter-racial marriages, gay marriages, cohabitation without marriage, single-parent adoption, and so on. In short, the Industrial Revolution altered society during the course of the eighteenth and nineteenth century. Urbanization, technical inventions, scientific discoveries, and the decrease of influence of the Church had great impact on the existing social structure and thus, on kinship ties. As a result, divorce became a regular occurence, which led to a development in divorce jurisductions. Nowadays, the European concepts of family are generally similar, while the divorce rates are not. The existence of lower divorce rates can be explained by a higher influence of Christianity in combination with deeply embedded sociocultural family traditions. Over time, as family ties loosened, non-kinship ties have gained importance. This rise in individuality is also closely linked to the rise in divorce. On the whole, divorce smoothed the path for the acceptance and legal recognition of various other matrimonial situations as well as other options that differ from the traditional notion of fami ly.

Animal Farm Comparison :: Animal Farm Essays

Most directly one would say that Animal Farm is an allegory of Stalinism, growing out from the Russian Revolution in 1917. Because it is cast as an animal fable it gives the reader/viewer, some distance from the specific political events. The use of the fable form helps one to examine the certain elements of human nature which can produce a Stalin and enable him to seize power. Orwell, does however, set his fable in familiar events of current history. Old Major, a eminent pig on the Jones farm, is regarded as the wise superior by the other animals. He has had a strange dream and calls the other animals together to talk about their disastrous situation. Old major declares: ';Let us face it, our lives are miserable, laborious and short';. He declares in Marxist terms that Man is the problem: ';Only get rid of the Man, and the produce of our labour would be our own. Almost overnight we could be rich and free. What then must we do? Why, work night and day, body and soul, for the overthrow of the human race! That is my message to you, comrades. Rebellion!'; The simple, but emotional appeal, gets trough to the uneducated and plain animals and, as in all revolutions, the planning begins in euphoria and idealism. No voice is raised to ask relevant question or call for a considered debate. The appearance of rats at the meeting raises a question: ';Are rats comrades?'; A democratic vote results in a ringing ';Yes!';. And Old Major proclaims, ';No animal must ever tyrannise over his own kind. Weak or strong, clever or simple, we are all brothers. All animals are equal!'; It was however generally understood that the pigs were the cleverest of the animals, so the work of organising for the Rebellion fell naturally to them. Especially two pigs take over leadership: Napoleon and Snowball. The pigs developed Old Major’s teaching into a complete system of thought: Animalism. Rules of equality, formality, and hard work was proclaimed and encoded in The Seven Commandments - ';an unalterable law.'; The animals enthusiasm was expressed through a hymn, ';Beasts of England.'; The Rebellion comes sooner then it had been excpected and the successful animals join together with a will to build a new and better world. To symbolise the new day the name of the farm is changed from Manor Farm to

Efficient Market Theory :: essays research papers

Abstract According to the Efficient Market Theory, it should be extremely difficult for an investor to develop a "system" that consistently selects stocks that exhibit higher than normal returns over a period of time. It should also not be possible for a company to "cook the books" to misrepresent the value of stocks and bonds. An analysis of current literature, however, indicates that companies can and do "beat the system" and manipulate information to make stocks appear to perform above average. An understanding of the underlying inefficient "human" factors in the market equation is necessary in order to account for the flaw in Efficient Market Theory. Efficient Market Theory: A Contradiction of Terms Efficient Market Theory (EMT) is based on the premise that, given the efficiency of information technology and market dynamics, the value of the normal investment stock at any given time accurately reflects the real value of that stock. The price for a stock reflects its actual underlying value, financial managers cannot time stock and bond sales to take advantage of "insider" information, sales of stocks and bonds will not depress prices, and companies cannot "cook the books" to artificially manipulate stock and bond prices. However, information technology and market dynamics are based upon the workings of ordinary people and diverse organizations, neither of which are arguably efficient nor consistent. Therefore, we have the basic contradiction of EMT: How can a theory based on objective mechanical efficiency hold up when applied to subjective human inefficiency? As a case in point, America Online (AOL) offers a classic example of how investors can be misled by a company that uses the market system against itself. AOL, up until early November of this year, used an accounting system that effectively "cooked their books" and provided misleading figures on the company’s performance. Instead of accounting for its promotion expenses and costs as a regular expense, as normal companies do, AOL spread them over two years. This let AOL report annual profits based on revenue figures derived from denying actual expenses (as cited in Newsweek, November 11 edition). By deferring those costs, AOL over the years reported profits $385 million greater than they would otherwise have been. The company then used these non-existent profits to promote itself as a money-making opportunity for both stockholders and potential investors, artificially increasing its stock prices. This accounting practice is perfectly legal, but the information was kept private for over two years.

Essay on Frail Ophelia of Hamlet -- Essays on Shakespeare Hamlet

Frail Ophelia of Hamlet      Ã‚   Throughout Hamlet, Shakespeare makes it evident that Ophelia is very unstable. She continuously changes her mind about the way she feels. Laertes and Polonius command her to do things that she does not agree with, but she does them with no argument. Afraid to stand up for herself, she stands back and watches everyone else control her life. In Shakespeare's Hamlet, Ophelia is treated as a marionette with her strings in the hands of the people around her; however, Kenneth Branagh portrays her as independent and innocent, ignoring Shakespeare's representation of her as feeble-minded through complete male dominance in her thoughts and actions, her indecisiveness, and digression into madness.    It is obvious throughout the play Ophelia is ordered around by Laertes and Polonius, and obeys them without a moment's thought. They act like she has no mind of her own, but she listens and does as they wish, so it seems she cannot think for herself. Polonius and Laertes treat her as though she is worthless. Laertes urges Ophelia to stay away from Hamlet ...

Great Depression and Technology

As Albert Einstein once said â€Å"It has become appallingly obvious that our technology has exceeded our humanity. † Throughout the years our technology has become more and more advanced, creating more and more inventions. Modern technology has been created to fulfill every human’s needs. With such great advancements it has become convenient for our society to turn to technology for all our questions. We have not realized that day by day technology is taking over us. Many like to argue that it is not true, but if you were to take away every possible form of technology away from them, it would make living for them very difficult. Now a day, technology has played such an important role in our lives that it seems almost impossible for many of us to live without it. Being said, modern technology has produced more inconveniences than conveniences. To begin, with technology constantly advancing, many have become very reliant on it, making technology almost a necessity to a person’s everyday life. Almost everyone owns a car, a computer/laptop, a cell phone, and even higher advanced technology. Everywhere you go, people are either talking on their phone or texting, However, with so much technology being provided to us, it has made us profoundly lazy and too dependent on technology not allowing us to think for ourselves. So not only has modern technology made us lazy but also unintelligent. â€Å"Who can remember the days when you had to go to the library to do research for a research paper, had to pick up the morning newspaper to get the latest news, or had to buy a stamp and put a check in an envelope to pay a bill? In the last 50 years technology has undergone an amazing transformation. But with the emergence of the Internet, is our ability to access technology on a daily basis a good thing or a bad thing? † (Bradley). Bradley clearly states that we no longer do simple tasks on our own; we rely on technology to do them for us. We now use Google or other search engines to look up questions, turn on a televisions to see what is going on around us, and take a picture of a bill on our cell phones to pay it. â€Å"In another 50 years will we still be considered a lazy society? (Bradley). Furthermore, â€Å"Although the proliferation of communications technology has made it easier than to ever to have a conversation with or write a letter to another person, it has also rendered us more isolated. Computers have significantly reduced the amount of face-to-face interaction people once enjoyed. In place of the richness of human contact, many now settle for the comparatively pale pleasures of comp uter social networking† (Wolfe). With social medias like Facebook, MySpace, and Twitter, communicating with one another has become easier than ever. But this may not always be a good thing. People can easily create fake profiles and pretend to be a young man or woman when they can be a crazed rapist or murderer. Not only that but with so many social networks, cyber bullying has increased drastically. People can put whatever they want on the internet which can lower a person's self-esteem causing for them to want to kill themselves. Also, since we communicate so much over social media, it can affect our writing skills. Many people who chat online do not use proper vocabulary. For example, instead of writing okay, they abbreviate it writing OK. This causes us to begin writing in slang when we write papers for school. As a society we should learn face-to-face communication instead of over the internet. As final point, with new advanced machines being created and the machines being capable to do almost anything, there has been an increase in job elimination. Some of these jobs would include those of farm workers and factory workers. â€Å"A technology revolution is fast replacing human beings with machines in virtually every sector and industry in the global economy. Already, millions of workers have been permanently eliminated from the economic process, and whole work categories and job assignments have shrunk, been restructured, or disappeared. Global unemployment has now reached its highest level since the great depression of the 1930s. More than 800 million human beings are now unemployed or underemployed in the world. That figure is likely to rise sharply between now and the turn of the century as millions of new entrants into the workforce find themselves without jobs† (Rifkin). With modern technology taking over the jobs of farm workers, factory workers, etc, people are left jobless. And living in this economy has made it very difficult for people to find new jobs. Like Rotman said, â€Å"Rapid technological change has been destroying jobs faster than it is creating them. † With technology constantly evolving day by day our society has to be more careful than ever to not let it take over us. Although for many of us it may already have.

International Toursim Marketing Planning

Contents 1. Introduction to India1 2. PETSEL analysis1 2. 1 Political analysis1 2. 2 Economic analysis2 2. 3 Social analysis2 2. 4 Technology analysis2 2. 5 Environmental analysis3 2. 6 Legal analysis4 3. Customer Analysis5 3. 1 Customer choice factors5 3. 2 Segmentation6 3. 3 Segmentation Matrix7 4. Competitor Analysis8 5. Internal analysis9 6. Summary SWOT analysis and ‘Key Take Out'9 6. 1 SWOT analysis9 6. 2 Key Take Out10 7. Targeting analysis and positioning10 7. 1 Targeting analysis10 7. 2 Positioning12 8. Strategic Planning and Setting Objectives13 9. The â€Å"Value Proposition†14 10.Marketing Mix Recommendations14 11. Measuring Success15 12. Summary15 Appendix A16 References17 Lists of Figures Figure 1Target market selection model11 Figure 2 The positioning map of Health and Wellness tourism segment. 13 Figure 3 Ansoff Matrix14 Lists of Tables Table 1 Arrivals by Purpose of Visit: 2006-20112 Table 2 Health and Wellness Tourism sales by Category : Value 2006 â₠¬â€œ 20113 Table 3 Balance of Thailand Tourism Payment : Value 2006 – 20114 Table 4 Balance of Indonesia Tourism Payment : Value 2006 – 20114 Table 5 Segmentation Matrix7 Table 6 India’s Competitor divided by segment8Table 7 Competitors strengths and weakness9 Table 8 SWOT analysis10 Table 9 The targeting segment analyses12 Marketing Holiday This report provides marketing plan for India tourism industry including 10 steps of marketing planning referring to International Marketing Planning module (2012) 1. Introduction to India India is the most populous democracy, the seventh largest country in term of total area in the world, which located in South Asia surrounded by Pakistan, China, Nepal, Bhutan, Burma, Bangladesh, Sri Lanka, the Maldives Indian Ocean, Arabia Ocean and Bay of Bengal (Mintel 2010).In term of tourism, India plays host to a diverse mix of tourism choice. Natures, adventures, cultures, nations, history, architectures and medical are all on offer, making India an attractive destination to a variety of demographic groups. Apart from that, in 2009 this country was singled out as the best value-for-money in term of Country Brand Index (CBI) done by FutureBrand (2012). India has Ministry of Tourism (MOT), its objective is to develop and promote tourism in India by formulating and administrating the rules, regulations and laws.And in 2002, MOT announced â€Å"Incredible India† as the travel theme. The successful of campaign, nowadays the tourism industry in India is becoming the third largest earner in of foreign exchange (Government of India 2012). 2. PETSEL analysis In order to analyses external environment of India’s tourism industry, PESTEL analysis could be applied and offer clues to opportunities and threats (Wood 2004). 2. 1 Political analysis 2. 1. 1 Stable democratic administration India is the world’s largest democracy; it has a stable democratic government for a long decade.India is a Secular Democ ratic Republic with a parliamentary system consists of Parliament and State Government this means in each state of India has its own tourism department (Government of India 2012). It is advantage because each state becomes a competitor of each other, induce high contest between states in order to gain profit from tourism industry. This fact can ensures stability for the tourism industry. 2. 1. 2 Terrorism India is facing with two type of terrorism: external terrorists and internal terrorists but intra-terrorist takes more seriously effect to tourism.There is a trend of growing internal terrorists especially Maoism and Naxalism their case un-peace in the country (South East Asia Terrioms Portal 2011). By the way India's government (2012) is continuously improving its defence inventory to combat any potential attack form terrorists especially in areas like Jammu Kashmir and our metropolitan cities like Mumbai, Delhi, Bangalore and places of strategic importance. 2. 2 Economic analysis 2. 2. 1 Economic growing rate GDP of India rose almost 7% in 10 years then India becomes the fastest growing economies of the world (The World Bank 2012).A higher economic growth can bring about the foreigner investments. This situation wise to supply the higher number of business visits. Apart from that the construction of newer tourist avenues or attraction, beautification of cities and towns etc. are also induce the number of leisure visitor as well. (Rath et al. 2012). The table below clearly shows the huge increase of arrivals from 2006-2011. Table 1 Arrivals by Purpose of Visit: 2006-2011 Source: Euromonitor International from official statistics, trade ssociations, trade press, company research, trade interviews, and trade sources (2012) 2. 3 Social analysis 2. 3. 1 Diversity of nations, cultures and etc. India is a multination country having numbers of different, cultures, traditions, and ethnics. These diverse have a great amalgam of the past and present and this naturally has its effects (Gupta, Lal and Bhattacharyya 2002). Some are negatives; â€Å"culture shock† is a good example when people are facing an unfamiliar way of life when visit to a new country. This is why people who belonging to the more affluent country decide not come to India.Besides there are positives side people who interested in multitudinous lifestyle also visits India and its help to break down prejudices, barriers, suspicions that exist between countries (Back, Bennett and Edles 2012). 2. 3. 2 Languages The languages of Indian reflect the diversity of the country. English is the one of official languages using in political and commercial communication while Hindi is the nation and the most widely spoken language and primary tongue of 41% of the people and 14 other official languages are spoken (Gupta, Lal and Bhattacharyya 2002).With this reason language barrier is not a trouble for both tourist and Indian. 2. 4 Technology analysis 2. 4. 1 Information Technology India has capability and resource in Information technology and engineering for future development (Rapoza 2012). Dogac, et al, (2004) considers the Internet gives many advantages in tourism industry. Some of these benefits for tourists are travel planning, fight booking, hotel reservation those active done on the internet nowadays.Beside on tourism organization use internet to promote new attractions and build long term relationship with customer such as sending special offer to customer, develop collaboration between tourism operators, enhance interoperability of external and internal applications. These actives will help increase the return of traveller. 2. 4. 2 Transportation facilities India’s transportation has been recently developed such as air, marine and land transportation to meet traveller’s need (Government of India 2012). But the image of transportation in this country presenting to the world seems under standard in terms of management and security.For example in May 2012, train accident killed 5 people (BBC NEWS 2012). And in July 2012 fire train killed 32 passengers (BBC NEWS 2012). On the tourist view, the under standardize of transportation will take direct effect to tourist who looking for a luxury tourism experience on the other hand the backpackers seem not really concern about convenience transportation at all (Gupta, Lal and Bhattacharyya 2002). 2. 4. 3 Medical technology Medical in India is developing continuously in various forms such as spa, meditation, hospital and surgery.India provide highly quality and professional with low cost. It costs half or one-third cheaper than similar treatments in neighbouring medical hotspots such as Singapore and Thailand. According to low price of medical service in India, the number of meditation sales has increased double from 2006 in 2011 (Euromonitor International 2012). Table 2 Health and Wellness Tourism sales by Category : Value 2006 – 2011 Source: Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources (2012) . 5 Environmental analysis 2. 5. 1 Environmental pollution ; Nature hazard India is experiencing seriously environmental pollution for instant deforestation, soil erosion, air pollution from industrial effluents and vehicle emissions, water pollution, huge and growing population is overstraining natural resources and drinking water is not available thought out the country (CIA 2012). Not only pollution but also natural hazards that India has to deal with like earthquake in the Kashmir valley (NDTV 2012).This situation reflex to life quality in India and may bring down visitor’s trust then decide not to visit India because it is too risk. However, it is a good change for India to improve their environment such as carefully cleaning ancient monument, cleaning areas around and improve them for tourism purpose (Gupta, Lal and Bhattacharyya 2002). 2. 6 Legal analysis 2. 6. 1 Taxation Since end of July 2012, India's government announced to increase tax in short term accommodation business from 5. 15% to 7. 42% (The Times of India 2012). Increasing of tax seem not has major effect to visitor.In generally traveller do not concern in minor change of taxation, take Thailand for example, it increased airport tax and car rental tax in 2011 but tourism  payments still high (Euromonitor International 2012). Table 3 Balance of Thailand Tourism Payment : Value 2006 – 2011 Source: Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources(2012) Meanwhile 2011 Indonesia announce full waiver of fiscal  tax in country, but it did not impact to visitor’s spending as well (Euromonitor International 2012).Table 4 Balance of Indonesia Tourism Payment: Value 2006 – 2011 Source: Euromonitor International from official statistics, trade associations, trade press, company research, trade interviews, trade sources (2012) 3. Customer Analysis 3. 1 Customer choice factors After Ministry of Tourism announce and promote â€Å"Incredible India† in 2002, the number of visitor rise continuously because the successful of campaign (Ministry of Tourism of India 2012).India has done very well in creating value and positioning in tourism industry, they provide goods or services that meet or exceed visitors satisfaction base on understanding what customer’s really need and it bring to customer choice factor analyses. Customer choice factor may relate to five factors which are Personal factor, Social factor, Environmental factor, Economic factor and Psychological factor (DOLCETA 2012). Below are lists of possible customer choice factors on tourism industry. 3. 1. 1 Personal factor comes from individual personality: age, sex, emotion, needs, like, knowledge, hobbies and etc. re involved such as (DOLCETA 2012): – Visiting new place – Arts and cultural are attractive – Experiencing new and different lifestyle – Trying new food – Have fun and being entertained – Facilities for disabilities – Exciting outdoor activities – Facilities for disabilities – Standards of hygiene and cleanliness 3. 1. 2 Social factor related with individual sociality and relationship: social trends, family, friends, and other people recommendations. With this factor CCFs might be (DOLCETA 2012): – Meeting new and different people – Being together as family – Being able to communicate in English – Activities for the whole familyTRAVETSAT(2011) reports that  38% of international tourists choose their destination based on friends & relatives’ recommendation. 3. 1. 3 Environmental factor, many people make decision and exaptation for the destination country base on environment, these people need (DOLCETA 2012): – Interesting rural countryside – Conve nience transportation – Nice weather – Exotic atmosphere – Good environmental quality 3. 1. 4 Economic factor, traveling aboard is an activity that must spend a lot of money; some people cannot afford and have limitation for expending during their journey which some money is not a big deal and those also affect to CCFs.The possible CCFs are (DOLCETA 2012): – Inexpensive cost – Variety of shopping place – Destination is valuable to holiday money 3. 1. 5 Psychological factor this factor quite difficult to explain that how it relate to CCFs of tourist because psychological is totally unique in each person depend on their mental function, behaviour and believed then the possible CCFs might be (DOLCETA 2012): – Relaxation – visiting their remembrances places – Safely 3. 2 Segmentation Segmentation helps dividing the present and potential market; organizations will better identify and compare market opportunity.Segments are co nsidered on the basic of geographic, demographic and psychographic. Thus, each segment should distinguishable from others, reachable and relevant to our product (McDonald and Dunbar 2007). The possible segments in tourisms are: Family tourism, customer in this segment usually travels with their family, might be parents with young children spend time together in order to educate their children and make a good relationship between members in family (Ball, Horner and Nield 2007). Religious tourism has purposes for pilgrimage, missionary especially Muslim and Buddhism.They would like to visit ancient pilgrimage place, in fact all religions – Hindu, Buddhism, Jainism and Sikhism have their major and minor pilgrimage centre in the different countries (Gupta, Lal and Bhattacharyya 2002). Health & wellness tourism involved â€Å"people who travel to a different place to receive treatment or proactively pursue activities that maintain or enhance their personal health and well-being, lower cost of care, higher quality of care and different treatment that they could receive at home. This most customers in this segment are Europeans because patients must wait of long time and process in order to avail medical treatment (Global Spa Summit 2011). Adventure tourism is categorized by â€Å"the large amount of activities tourists undertake during their trip, and the large amount of interaction with the natural environment of their destination† Typically adventure tourism will involve something that they would normally not have chance to partake in any other day (Ball, Horner and Nield 2007).Luxury tourism is â€Å"something that is an indulgence rather than a necessity, sumptuous or expensive, abundance or great ease and comfort† these are all  definitions of luxury (The Strategic Travel Action Resource 2003). They just want to spend their money to escape from real life and experience their ideal life for a short term. 3. 3 Segmentation Matrix According to tourist's CCFs we can summaries and segment customer then present in the Segmentation Matrix adapted from Ministry of Tourism of India 2012 Customer Choice Factors (CCFs)| Visiting new place- Arts and cultural are attractive- Experiencing new and different lifestyle- Trying new food- Have fun and being entertained- Facilities for disabilities- Exciting outdoor activities- Standards of hygiene and cleanliness- Meeting new and different people- Being together as family- Being able to communicate in English- Activities for the whole family- Interesting rural countryside- Convenience transportation- Nice weather- Exotic atmosphere- Good environmental quality- Inexpensive cost- Variety of shopping place- Destination is valuable to holiday money- Relaxation- visiting their remembrances places- Safety| Segment Name| Characteristics| Profile| Principal Benefits Sought| Family tourism| These are people who have family and aim to do an activity together, rapprochement in family and educat ing their children. | – Age 7-15 and 30- 45- Couples with young Children. – Well educate- Moderate income | -Visiting new place- Have fun and being entertained- Being together as familyActivities for the whole family- Safety| Religious tourism| These are people who travel individually or in groups have a passionate for pilgrimage, missionary, or leisure (fellowship) purposes. Love to visit holy site or holy place. – Age 40 – 70 – Couples or single, no children- Enthusiast- Priest| – Arts and cultural are attractive- Inexpensive cost- visiting their remembrances places| Health ; wellness tourism| These are people who interested in medical treatment, health and well-being. This range from luxury spa, meditation, yoga, to hospital treatments| – Age 30 – 70- Men and Women- Middle – high income- Interesting in Health ; wellness| – Inexpensive cost- Being able to communicate in English- Standards of hygiene and cleanlin ess| Adventure tourism| These are people who like extreme, venture, and action activities such as mountain climbing, trekking, camping, canyonning, rock climbing and etc. – Young, age 18 – 25- Male- Student ; fresh graduated- Alert ; active| – Experiencing new and different lifestyle- Have fun and being entertained- Exciting outdoor activities- Exotic atmosphere| Luxury tourism| These are people who prefer excellent service, luxury accommodation, high class shopping and other things that make they fell special and unique. | – Age 40+- Newlywed, Honeymoons- High income- Epicure, tasteful| – Convenience transportation- Relaxation- Nice weather- Variety of shopping place| Table 5 Segmentation Matrix| 4. Competitor Analysis Competitor analysis is significant in planning marketing strategies; Company need avoid â€Å"competitor myopia†. To find out main competitor, company must clearly understand competitor's strengths and weakness including thei r objective and strategies (Jobber 2010).Referring to segmentation matrix, each segment has different competitor, some are share competitors which shows in table 6 . The analyses focus on countries which are located in Asia. Japan is the most development country in Asia pacific thus facilities and service offer very high standard suitable for family and luxury tourism to visit there (Japan National Tourism Organization 2012). Singapore is high growing in entertainment sightseeing such as Sentosa Island. Family and luxury tourism are attracted by long sheltered beach, golf courses, five-star  hotels, and the  Resorts World Sentosa, featuring the theme park  Universal Studios Singapore (Singapore Tourism Board 2012).China, This year China push trend â€Å"China Happy & Healthy Tour 2012† aims health tourism to visit because china has rich knowledge in oriental medical for a thousand year it offer an alternative medical (China National Tourism Administration 2012). Thailan d has various Buddhist temples, exotic wildlife, and spectacular islands, also provides wide range area of actives related with natural. Moreover health and wellness tourism has a good reputation in the international market (Tourism Authority of Thailand 2012). Segment Name| Competitor| Family tourism| Japan, Singapore, Thailand| Religious tourism| Thailand| Health & wellness tourism| Thailand, China, Singapore| Adventure tourism| Thailand ,China| Luxury tourism| Japan, Singapore| Table 6 India’s Competitor divided by segment Next, the table 7 will show competitors strengths and weakness Country| Strengths| Weakness|Japan (Japan National Tourism Organization 2012)| – High Technology- Convenience transportation- Good management of government- Has Tokyo Disneyland | – Less people can speak English- High of living cost| Singapore (Singapore Tourism Board 2012)| – High growing economic- Convenience transportation- English is official language- Entertainment i ndustry is flourishing | – Few of historical places- High of living cost | China (China National Tourism Administration 2012)| – Rich heritage of culture, ancient place and mix traditional- Fast country development- Has new travel spot thought out country- 43 Properties inscribed on the World Heritage List- Low living cost| – Social criminal- Only big city has good facilities- Less people can speak English| Thailand (Tourism Authority of Thailand 2012)| – Top 10 in Health tourism- Third largest Buddhist Population in the world- Has significant religious place- Variety of adventure activities- Beautiful landscape | – Unstable Political in country- moderate of English literacy | Table 7 Competitors strengths and weakness 5. Internal analysis The internal analysis is a  review  of an  organization's  strengths and weaknesses depending upon their impact on the organization's objectives. Resource and capabilities, current offering, performance, business relationship and key issue are five factors influence the internal environment (Wood 2004). By the way strengths with respect to one objective may be weaknesses for another objective.A detailed internal analysis will give a good sense of its basic competencies and the desirable improvement that it can make to meet potential customer’s requirements. For more detail of internal analysis will be discussed in SWOT analysis. 6. Summary SWOT analysis and ‘Key Take Out' 6. 1 SWOT analysis SWOT analysis encompasses both internal and external audit of the firm, good analyses can lead to creating marketing plan and strategy (Hollensen 2010). SWOT matrix below details strengths, weaknesses, opportunities and threats of India adapted from (ANSARI March 2012), (Chakravarth, Kumar and K 2008) and (Mecdonald 2003). Table 8 SWOT analysis 6. 2 Key Take OutThe Key Take Outs will summarise the main finding from SWOT analysis which directed significant to customer needs. The point is to single out what to be push forward or adjusted (Wood 2004). As mentioned in CCFs SWOT and reference to Top Factors Influencing Destination Choice by TRAVELSAT (2011), the affordable cost and English illiterate is the India’s greatest strengths; the British Council (2011) claimed that English has often been referred to as a world language and most often taught as a  foreign language. This is the reason why travellers prefer visit country which can speak English. Besides strength, the ineffective marketing seems to be the greatest weakness that should be concerned.With lack of marketing cause India cannot position in strong competition. So the India’s strategic planning will develop weaknesses to strengths meanwhile match the existing strengths with promising opportunities. 7. Targeting analysis and positioning 7. 1 Targeting analysis Referring to customer analysis, there are 5 possible segments of India’s tourism. In this session will evaluate those segm ents in order to select one target segment. The targeting process will focus on attractiveness of each segment such as Market factor, competitive factors and environment factors in order to screen out insufficient profit potential and intense completion segments (Jobber 2010).Furthermore the target segment should fit to firm’s capability as well. To decide which segment is the best target, the target market selection model and Two-factor theory will be applied. Figure 1Target market selection model Source: HOOLEY, Graham J. J. , SAUNDERS, John A. and PIERC, Nigel (2004). Marketing strategy and competitive positioning. 3rd ed. , Harlow, Financial Times Prentice Hall. p. 358. Referring to the Two-factor theory contains with hygiene factor which cause people feeling of dissatisfaction while motivator factor brings people’s satisfaction. Or can say that hygiene factor is the lower level needs and motivator is the higher level needs (Reisinger 2009).The Targeting Decision M atrix below summarises the targeting segment analyses link back to CCFs, adapted from (Lye, Hill and Baker 2012) Segment Name| Segment Attractiveness| Competition Position| Target decision| For targeted segments| | | | | What are the Hygiene factors? | What are possible Motivators? | Family tourism| Unattractive| Weak| Avoid| – Safety – Family activities| – Recognition- Interpersonal relation| Religious tourism| Average| Average| Possible| – Arts and religious' cultural are attractive – Believe | – Sense of achievement- Inexpensive cost | Health ; Wellness tourism| Attractive| Strong| Primary target| – Standards of hygiene | – Inexpensive cost –Being able to communicate in English – Wellbeing| Adventure tourism| Average| Average| Possible| – Exciting outdoor activities | – Exotic atmosphere – Experiencing new and different lifestyle – Have fun and being entertained | Luxury tourism| Ave rage| Average| Possible| – Relaxation | – Convenience transportation – Nice weather – Variety of shopping places | Table 9 The targeting segment analyses 7. 2 Positioning European Health and Wellness tourism is chosen to be the primary segment. As competitors analysis shows that Thailand China and Singapore are the major competitors of the target segment. In order to understand the relative position of product compares with others competitors, two importance CCFs are used to represent the positioning map | English literacy|   | Inexpensive cost| India India | Singapore Singapore Thailand Thailand | Expensive cost| | China China |   | | | English illiteracy|   | Figure 2 The positioning map of Health and Wellness tourism segment.To summarise, there are 3 aspects that help to consider the Health and Wellness tourism as a primary target. First is high growth rate, as in segmentation matrix shows that age of target group is around 30 – 70 years o ld. CIA World Factbook( 2012) reported that over 65% of world populations are 15-70 years old and continuing increase over the next 10 years. Meanwhile, the trends of health and wellness are very popular in the development country such as UK people are looking for alternative medication which is high standard, cheaper and not consume their time. The third is completion position compare with competitors as the positioning map clearly shows that China has inexpensive medication cost but lack of English literacy.In contrast, Singapore fluently speaks English but cost of treatment is too high meanwhile Thai people able to speak English in the middle level but cost of medication still high unlike India has high English literacy and inexpensive cost, positively support to CCFs of target segment as they need low-cost and English speaking. With all above reasons make target segment has the most possibilities of profit creator. 8. Strategic Planning and Setting Objectives The Department of T ourism will to use growth strategy. As ResearchAndMarket website (2012) did the research of â€Å"Asian Medical Tourism Analysis (2008-2012)† and forecasted that India medical tourism able to account 38% of market with in next year. Thus, it become operational objectives for India medical tourism; â€Å"Dominate at least 38% market share of the region's medical tourism industry by 2013, become the highest number of medical tourist and income among other Asian countries within 5 years â€Å".Furthermore, † for the long-term substitutable strategy; objective to gain insight into brand awareness of target customer to middle level and creating the value proposition in customer mind within 10 years † In order to achieve goals the Ansoff’s Matrix will be taken to account; it offers a strategy for reaching objective, identify the key directions and develop sustainable competitive advantage (Ansoff 1987). Figure 3 Ansoff’s Matrix Source: ANSOFF, H. L (1987 ). Strategies for Diversification. Harvard Business Review, Sept. – Oct. , p. 114. As current India medical service has well reputation in the European customers, in the other words India has existing products with existing markets.So the tourism department should do the market penetration focus on the European customer. 9. The â€Å"Value Proposition† The value Proposition can be defined as a benefit which customer will receive in return for the customer's associated payment or in the other hands why a consumer should buy a product or use a service (Hollensen 2010). As the figure 2, we offer customer a standard but inexpensive cost of medical and treatment which operated by English literacy authorities. 10. Marketing Mix Recommendations The marketing mix is a key tool used in marketing; it consists of Product, Price, Promotion, Place, People, Physical Appearances and Processes (Wood 2004).In this session will give recommendations for each element but more detailed on Promotion due to international advertising is the weakness of India tourism. We aim to transform weakness into strength and creating sustainable competitive advantage (Kotler and Armstrong 2012). Product is a customer solution. To satisfy customer needs, India offer wind range of alternative quality medications and services. The Indian Systems of Medicine include Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homoeopathy (see appendix A) and also has a number of hospitals offering a world class treatment with the specialities and health personnel together (Chakravarth, Kumar and K 2008). They may try to offer medical & travel package to customers.Price is the customer cost, as CCFs of medical tourism they prefer an affordable cost. At this stage, an organization can do the cost differentiate, low cost, discount, and credit terms (Chakravarth, Kumar and K 2008). Promotion refers to the communication, as SWOT shows India lack of international advertising then they should do the fol lowing suggestions: * Increase international advertising. It is good for awareness building in the international market by do advertising on TV in the target countries. Thus, brand concept can be communicated effectively (Kotler and Armstrong 2012). * Personal selling: sell medical package via local agencies.Because agencies not only interactive with customer but also adaptable depending on customer needs (Kotler and Armstrong 2012). * Direct marketing: Targeting on target customers and continuous built long term relationship (Jobber 2010). * Internet promotion: The message send to customer thought electronic media. It is the global reach at relatively low cost but affective and measureable (Jobber 2010). For instant specific website for medical tourism with many languages. Place relevant to convenience. Organization should develop their transportation services make it easy for visitors (Wood 2004). Such as provide Car/ ambulance transfer from airport – hotel – hospita l. People, India should develop and train ealth personnel's skills in order to keep them standardize (Continuum Learning PTE LTD. 2012). Physical Evidence is about where the service is being delivered from. This element of the marketing mix will distinguish a company from its competitors. Customers will make judgments about the organisation based on the physical evidence. For example, in the hospitals or health clubs should have reliable certificate, good ambient conditions and facilities or join and international medical associations. (Continuum Learning PTE LTD. 2012). Process: Develop the process of medication or treatment in India try to make it faster but high quality than another European country (Continuum Learning PTE LTD. 2012). 11. Measuring SuccessWood (2004) suggested that if company want to know whether marketing process successful, company must have clear objectives and baseline measures. At the CEOs and Boards of tourism department point of view surely they care about the financial. The best measurement metrics should be the revenue, margin, profit and ROI (Marketo Inc. 2012). Although, the financial is important but on the marketer aspect the market share and customer’s brand awareness are essential as well. By monitoring those result after lunch marketing activates compare with the previous result, firm can realise that they do the marketing activities in the right way or not? 12. SummaryThe Department of Tourism India chose Health ; wellness tourism as the target segment, the market plan base on the analytical process of PESTEL, internal, competitors, customers, SWOT and marketing mix. Propose to create objective and long term competition advantage and strategy. The success may measure by marketing metres such as revenue, margin, profit, ROI market share and brand awareness. Appendix A Ayurveda: The healing touch of the magic of the invaluable Indian legacy is Ayurveda. Ayurveda is a unique health care system that was established in In dia in around 600 BC. Ayurveda is an indispensable branch of medicine, a complete naturalistic system that depends on the diagnosis of the body's ailments to achieve the right balance Yoga is not really a system of medicine.Its objectives are self- realization and spiritual union with all –pervasive divine cosmic power. But certain intermediary practices and yogic attitudes have proved beneficial for reducing stress, preventing many lifestyle-related diseases, and promoting general health and wellbeing. Naturopathy is based on the fundamental principles of Ayurveda. The basic tenet of Naturopathy is to live according to the laws of nature: disease occurs due to the accumulation of toxins in the body, and to cure the ailment, the body is purified with the use of natural methods, dietary regulations and exercise. Unani: The Unani system originated in the fourth and fifth century BC in Greece under the patronage of Hippocrates and Galen.The system is based on the Humoural theory that good health depends on the balance of the four humours: blood, phlegm, yellow bile and black bile. Siddha: Siddha means a â€Å"master† thus the name denoted the mastery of such practices. The most famous of the siddha was Nagarjuna, whose forms the basis of this system. The distinctive features of siddha are its reliance on minerals and metallic compounds, and its emphasis on rejuvenation therapies. Homeopathy: The term homeopathy comes from the Greek word ‘homios’ means like and ‘pathos’ means suffering. Homeopathy works by looking at the symptoms, will take into account the individual’s mental, physical, emotional and spiritual health before deciding the treatment. Homeopathy is based on the principles that ‘like cures like’.Source: Chakravarth, Kalyan, Kumar, C H. Ravi and K, Deept (2008). 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