Running head SHORT TITLE OF PAPER (= 50 CHARACTERS) .docx

Running head: SHORT TITLE OF PAPER (<= 50
CHARACTERS)
Title
Author
Author Affiliation
Title of Paper
Begin your paper with the introduction. The active voice, rather
than passive voice, should
be used in your writing.
This template is formatted according to APA Style guidelines,
with one inch top, bottom,

left, and right margins; Times New Roman font in 12 point;
double-spaced; aligned flush left;
and paragraphs indented 5-7 spaces. The page number appears
one inch from the right edge on
the first line of each page, excluding the Figures page.
In this introduction, you will state describe the purpose of your
paper (the first rubric
element) – in other words, what your paper sets out to do. In
this case, you are acting as a
consultant, providing a microeconomic analysis of a particular
company and you will analyze
different microeconomic criteria related to your company and
the market in which it operates.
This analysis will then inform your recommendations for how
the company can be successful in
the future. Be sure to provide some specifics about what you
will be analyzing so the reader
knows what to expect – use the outline provided in the Final
Project Document as your guide.
Lastly, make sure that the company you choose is well suited
for this kind of analysis. Please see
the suggested list provided in your course for ideas and email
your instructor your choice. Any
company not on the list will need prior approval.

History of the Company
Use headings and subheadings to organize the sections of your
paper. The first heading
level is formatted with initial caps and is centered on the page.
Do not start a new page for each
heading. This first heading aligns with the second rubric
element which gives an overview of the
company’s history. Be sure to personalize this heading to
reflect your company. In this section,
include you will summarize the history of the firm and also
provide an overview of what the firm
does and what goods/services it sells. Be sure to include
sufficient detail here. Your company’s
website is the best place to find this information. This section
should be about one page long.
Supply and Demand Conditions
There are two rubric elements to be included in this section and
combined they should be
about 2 pages in length, perhaps longer if you present more than
one graph/table. The first
element asks you to evaluate the trends in demand over time and

explain their impact on the
industry and on the firm. To do this, you can consider market
demand. Market demand is the
demand by all the consumers of a given good or service. Find
out who your customers are and
provide detail on them. Use annual sales data to find out how
much of the product is purchased.
Here is a video explaining each of the following determinants of
market demand that you could
examine for your company’s market:
o Income
o Price of related goods
o Tastes
o Population and Demographics
o Expected Future Prices
The second rubric element to be included in this section is your
analysis of information
and data related to the demand and supply for your firm’s
product(s) to support your
recommendation for the firm’s actions. You have already
presented the overall trends in
demand in the last element. In this rubric element, you will

first collect data specific to your
company on demand. To do this, look at the following:
http://media.pearsoncmg.com/ph/bp/bp_hubbard_econ_5/section
vid/section0301.html
nd Revenue. Building on the idea of market demand,
consider how the
annual sales data changed over time for your company in
particular.
may be in dollars,
product quantity or number of customers – whichever is most
relevant for your firm.
You could use more than one, if you think that would give a
more detailed picture
of demand for your company’s product or service.
trend that is supported by
your market demand discussion.
revenue can more
specifically be found in the company’s income statement.
One you have analyzed the demand side, you can now look at

the supply side of your
company. For this, you will want to watch this video on the
determinants of supply, just as we
examined the determinants of demand in the last rubric element.
Here, some of the pieces you
could explore and provide data on are:
Price Elasticity of Demand
This section has three elements and should be 1-2 pages long.
The first element asks that
you analyze information and data to justify how the price
elasticity of demand for your
product is determined. Here, you will have to use pricing of
your product, the trend in the price

over time and comparison to similar products to justify whether
you find the price elasticity of
demand to be either elastic or inelastic. You may not be able to
calculate a specific price
elasticity of demand (video), depending on your company and
the available information.
However, looking at pricing data should help you justify
whether demand is inelastic or elastic.
You will then take your justification one step further in the
second rubric element and
explain the factors that affect consumer responsiveness to price
changes. You can learn more
about these factors from this video on the determinants of price
elasticity of demand. Explore the
following determinants as they relate your company’s
product(s):
ty of substitutes
The third and last element in this section ask you to assess how
the price elasticity of demand

impacts the firm’s pricing decisions. As you read in Chapter 6
in our textbook, there is a
relationship between elasticity of demand and revenue. You can
watch this video to review the
relationship between price elasticity of demand and total
revenue and explain how this
relationship influences the company’s pricing decisions. For
instance, if a company sells a
product that has very elastic demand, meaning customers are
very responsive to a price change,
then increasing their price means that their total revenue will
decrease. This could explain why,
in such a situation, the company may decide to not raise prices,
even if their costs are going up.
This is just one example so be sure to make your analysis
relevant to your company’s specific
situation.

Costs of Production
This section of your paper has two rubric elements and will be
between 1-2 pages long,
depending on your use of graphs or tables. The first element in
this section asks you to analyze
the various costs your company faces, their trends over time and
how they have impacted
the company’s profitability. To gather data on this, you will
want to go to your company’s
annual report and look at their income statement. Here is a
helpful video to help you understand
how to read an income statement. You will notice that there are
two section that deal with costs –
the first is Cost of Goods Sold which is essentially the cost of
the inputs, such as raw material
and direct labor. For clothing manufacturer, that would include
the cost of the cloth; for an auto
manufacturer, it would include the cost of the steel. Then, there
is the section called expenses and
these are the costs beyond buying the raw materials. These
include things like rent, insurance
and overhead and other indirect expenses. For this section, you
should include:

graph (can be combined
with table/graph of COGS)
COGS increasing?) such as:
o Pricing history of major inputs, such as cotton for a clothing
company, as
applicable
o Change in how goods/services are produced – for instance, a
change in major
input such as moving from steel to aluminum
https://www.youtube.com/watch?v=Bpcn7QYOTx0
https://www.youtube.com/watch?v=Bpcn7QYOTx0
affected profitability –
remember that accounting profit, which is what we are looking
at here, is simply
Revenue – Costs
The next rubric element in this section asks you to apply the
concepts of variable and fixed

costs to company for informing their output decisions. Chapter
11 examines the differences
between variable and fixed costs, and you can review in this
video the details about fixed and
variable costs and how they apply to business output decisions.
In this video, our textbook
presents an example that shows how costs are distinguished
between fixed and variable. This
example will help shed light on how you can similar
distinctions for your company. Also, you
have already done some of this work in your previous rubric
element. There you presented data
on COGS and Operating Expenses. Generally, variable costs
will show up in COGS and fixed
costs will show up in Operating Expenses, so this gives you a
head start. You can then use the
data and your knowledge of fixed, variable and total costs from
Chapter 11 to explain how your
company will base their production level on the costs they face.
Overall Market
In this section, you will be examining three different aspects
of the overall market in
which your company operates. By overall market, we mean the

market selling the product or
service. For instance, there is a market for mobile phones or a
market for jeans. Whatever
product your company sells determines what market it is in.
Note that the term market here does
not refer to the stock market. In total, this section should be 1-
2 pages long.
The first rubric element of this section asks you to discuss the
market share for your
company and its top competitors by providing details on current
percentages for each
http://media.pearsoncmg.com/ph/bp/bp_hubbard_econ_5/MTC/c
h11/MTC1102.html
company and describing the trend over time. The best way to
show this would be to use some
type of graph or table to show for the past few years (5 would
show any trends, if you can find
the data going that far back). To do this, you will need to find
data on the market as a whole –
for instance, if the market is computers, you will need to find
the total value of computer sales in

the US. From there, you can determine that share (the
percentage) your company and the other
top companies get from that total. For an example of how to do
this, check out this video on
calculating market shares. You may also find that industry
magazines or other market
researchers have compiled this information, so do look for those
resources as well, to make your
data collection easier. Once you have the data, you will want to
see how your company has been
doing. Having 80% of the market might sound great but if you
see that the company had 90% of
the market two years ago, then we have a different story. This
is why showing the trend is so
important.
The second rubric element in this section asks you to analyze
the barriers to entry for
your firm’s industry. This concept is explored in detail in
Chapter 14 and you can review in this
video the types of barriers to entry and their impact on the
market. For the market your company
operates in, you will detail the barriers to entry – some markets
have more than other and some

barriers are weaker than others. Your specific situation will
allow you to explain how the existing
barriers will either help insulate your company from
competition or allow for competitors to
break into the market.
The last rubric element in this section asks you to describe the
market structure for your
firm and analyze how this affects their ability to influence the
overall market. Recall from
Chapter 12 that there are 4 different market structures: Perfect
Competition, Monopolistic
Competition, Oligopoly and Monopoly. You need to categorize
your company’s market into one
https://www.youtube.com/watch?v=5VmTJ9LrLek
of these four. Use the criteria listed in Table 12.1 on page 392
of the textbook and any
supporting evidence you have presented so far. You can also
use the four-firm concentration
ratio and/or the Herfindahl-Hirschman Index (HHI) to support
your conclusion. Here is a video
showing you how to calculate both the four-firm concentration
and the HHI*, and you can also

review this on pages 453 and 497, respectively. Once you have
determined the market structure,
you can then analyze your company’s ability to influence the
whole market based on this and
their position within the market.
*this example uses the top 50 firms – you will not necessarily
have to use that many.
Recommendation
This last section of your paper contains three rubric elements,
where you will provide your
recommendations for future actions based on the three different
criteria. This section will be
about one page long. In the first element, you will develop a
recommendation for how the firm
can manage it future production by synthesizing the data
presented. This essentially is
asking you to look at the data and analysis done in the supply
and costs sections and make a
suggestion how the company should produce in the future. The
determinants of supply and
specific costs trends that the company faces will determine what
you suggest for their production

moving forward, in terms of quantity and types of products.
The second element asks you to suggest how the firm’s position
within the market and
among its competitors will allow it to take the recommended
action. This follows closely
from your last element in the Overall Market section and you
should use the evidence presented
there to inform your recommendation here. Specifically,
consider how the firm’s market power
https://www.youtube.com/watch?v=OoqlIl0Vf5w
would allow them to make the suggested changes to production
you mention above. You should
also include here advice for how your firm can become stronger
within their market.
The last rubric element asks you to describe how the firm can
sustain its success going
forward by evaluating trends in demand and price elasticity.
Here you will revisit your
analysis in the demand and price elasticity section to further
provide suggestions for how your
company can stay profitable. From pricing decisions to
responding to changes in demand, your
suggestions here should reflect your findings in those earlier

sections. Be sure to include specific
ideas for how the firm can remain successful, like new products
to offer based on changing
tastes, or a different pricing strategy to remain competitive.
Your ideas should of course align
with the rest of your analysis and the microeconomic concepts.
Citations
This is not a particular section of your paper, but rather
guidance on how to use APA
format in-text citations throughout your paper. Source material
must be documented in the body
of the paper by citing the authors and dates of the sources. The
full source citation will appear in
the list of references that follows the body of the paper (see last
page). When the names of the
authors of a source are part of the formal structure of the
sentence, the year of the publication
appears in parenthesis following the identification of the
authors, for example, Smith (2001).
When the authors of a source are not part of the formal structure
of the sentence, both the authors
and years of publication appear in parentheses, separated by
semicolons, for example (Smith and

Jones, 2001; Anderson, Charles, & Johnson, 2003). When a
source that has three, four, or five
authors is cited, all authors are included the first time the
source is cited. When that source is
cited again, the first author’s surname and “et al.” are used. See
the example in the following
paragraph.
Use of this standard APA style “will result in a favorable
impression on your instructor”
(Smith, 2001). This was affirmed again in 2003 by Professor
Anderson (Anderson, Charles &
Johnson, 2003).
When a source that has two authors is cited, both authors are
cited every time. If there are
six or more authors to be cited, use the first author’s surname
and “et al.” the first and each
subsequent time it is cited. When a direct quotation is used,
always include the author, year, and
page number as part of the citation. A quotation of fewer than
40 words should be enclosed in
double quotation marks and should be incorporated into the
formal structure of the sentence. A

longer quote of 40 or more words should appear (without
quotes) in block format with each line
indented five spaces from the left margin.
References
Entries are organized alphabetically by surnames of first
authors and are formatted with a
hanging indent. Most reference entries have three components:
1. Authors: Authors are listed in the same order as specified in
the source, using surnames
and initials. Commas separate all authors. When there are seven
or more authors, list
the first six and then use “et al.” for remaining authors. If no
author is identified, the
title of the document begins the reference.
2. Year of Publication: In parenthesis following authors, with a
period following the
closing parenthesis. If no publication date is identified, use
“n.d.” in parenthesis
following the authors.
3. Source Reference: Includes title, journal, volume, pages (for
journal article) or title, city

of publication, publisher (for book).
Here is a link to a video to walk you through creating a
reference list in APA format.
https://www.youtube.com/watch?v=BUKcy6kqtgE
1
Martinez
Joe Martinez
Professor David Armstrong
English 2310: World Literature
12 June 2019
Why so I do, the noblest that I have.
O, when mine eyes did see Olivia first,
Methought she purg’d the air of pestilence;
That instant was I turn’d into a hart,
And my desires, like fell and cruel hounds,
E’er since pursue me. How now? what news from her? (1.1.17-
22)
The Purest Air: Orsino’s Description of Olivia in Shakespeare’s
Twelfth Night
In William Shakespeare’s Twelfth Night, in Act One,
Scene One, Orsino is recounting all of the things he loves about
Countess Olivia. He finds her so attractive that he compares his
experience of first seeing her with having the world “purged”
(1.1.19) of all impurities. He’s clearly smitten. However, Orsino
is not actually in love with Olivia, but just infatuated with the
idea of love. This is evidenced by the fact that Orsino talks
more about love in general and about himself than he does about
any innate characteristics that would make up Olivia as a

person. Thus, the character of Orsino becomes a representation
of a larger societal tendency: of being in love with the idea of
love rather than true human companionship.
First off, Orsino’s obsession seems to be with himself. He,
in particular, talks about his own “desires, like fell and cruel
hounds / E’er since pursue me” (1.1.21-22). By using this
metaphor of his desires being “hounds” that are hunting him,
Orsino makes himself the victim. He is more concerned with
how his desires are consuming him than he is about acting on
his passion for Olivia. He is talking more about these feelings
pursuing him than what it means to “pursue” Olivia. The
metaphor of the hounds is a metaphor relating to personal pain,
and an abstract idea of how love “feels” rather than on anything
substantive related to Olivia. And this shows that Orsino is
more focused on an abstract idea centered on what he thinks
love, which negates any actual pursuit of a relationship.
Questions you should answer in your opening paragraph:
1. What is the work (title and author, at least)?
2. What part of the work are you referencing? (if
necessary)
3. What is the context for what you are about to say?
(remember to treat your reader as if they have read the same
text but might simply need reminded what happened in the
particular part you are discussing in order to have context for
your argument)
4. Why is the section or aspect of the text that you
mentioned important? In other words, why do we need to stop
and look more closely at this part specifically?
5. PART #1 of THESIS: OBSERVATION: What is your
close observation about this part? What might someone else
have missed? (This is the point at which you show that there is
something interesting going on if only your reader will look a

bit more closely with you. This isn’t the true thesis yet because
you haven’t yet provided your interpretation of what it means,
but it should be stating something that is not obvious.)
6. PART #1 of THESIS: INTERPRETATION: What do you
believe this observation means? (When trying to come up with
this, it might be helpful to consider what you might be saying
that will change your reader’s understanding of the text so that
they see it in a whole new way. In other words, why put forth
your idea at all?)
Dr. David Armstrong
2310 World Literature
Essay #1 Assignment
Shakespeare Essay (Close Reading Essay)
Twelfth Night, or What You Will
Guidelines
1. Choose a passage of between 4-10 lines from anywhere in
Shakespeare’s Twelfth Night and create a
thesis that is both specific and original (we will discuss this
further in class).
2. You will then support your argument with a close analysis of
the quote you’ve chosen. NOTE: You can
introduce other quotes from the play (you won’t be required to
do this), but your main focus should be on
the passage you chose initially.

3.The length of your essay should be 3 pages (roughly 750
words). You should include a Works Cited
page (not included in the page count) that lists the play, but you
may not use or cite other sources.
4. The essay and Works Cited should be formatted according to
MLA Guidelines and use Times New
Roman in a 12pt font.
5. If you have questions or would like me to read a draft, you
must meet with me in my office hours or
arrange an appointment.
Explanation
The point of any literary scholarship is to add your voice to the
ongoing conversation around a text. In
order to do this, you must examine the text closely. In this case,
you will seek to produce an original
argument about Twelfth Night by analyzing 4-10 lines from a
passage that you think is particularly
interesting or important to understanding the play as a whole. In
other words, what do you think this
moment reveals about the play that another reader may have
missed?
Remember that your original interpretation of the text is what
will add to the overall discussion.
Repeating someone else’s ideas regarding what the text is about
will likely not produce great results, as the
point of the scholarship is to create something original to you as
a reader.
To do a close reading, you choose a specific passage and

analyze it in fine detail. Close reading is
important because it is the building block for larger analysis.
The more closely you can observe, the more
original and exact your ideas will be. To begin your close
reading, ask yourself several specific questions
about the passage. The following questions are not a formula,
but a starting point for your own thoughts.
If you need help getting started:
• Ask yourself, what does this passage mean? In other words,
what does the play seem to be saying
about something within the text? e.g. What might it mean that
Olivia is reluctant to lift her veil
when meeting with Viola (Cesario)? What is the play saying
about identity? or not revealing your
true self?
• Why might this passage be important to understanding the
play in a new way (one that might not
be immediately evident)?
• How does this passage connect to others in the play? Why
might that be important?
• Does an image here remind you of an image elsewhere in the
play? Where? What's the
connection?
• How might this image fit into the pattern of the play as a
whole?
• Could this passage symbolize the entire work? Could this
passage serve as a microcosm—a little

picture—of what's taking place in the whole work?
• Are there metaphors (words that represent something else
without using like or as)? What kinds?
• Is there one controlling metaphor? If not, how many different
metaphors are there, and in what
order do they occur? How might that be significant?
• How might objects represent something else?
• Do any of the objects, colors, animals, or plants appearing in
the passage have traditional
connotations or meaning? What about religious or Biblical
significance?
• If there are multiple symbols in the work, could we read the
entire passage as having deeper
moral or spiritual meaning beyond the literal level?
Some Keys to a Strong Thesis:
Your argument should be comprised of these elements that make
up a strong scholarly argument:
1. An original idea based on your own particular observation of
some pattern, imagery, technique,
piece of content, etc. in the text.
2. Consideration of what this might mean in terms of a new
understanding of the work. In short:
state as part of your thesis what your observation means.
3. An acknowledgment of why your argument might be
important. In other words, inherent in your
argument should be a consideration of how your insights will
provide a reader of the text with a

new understanding of that text that the reader might not have
had otherwise.
Recap:
1) Format your paper according to MLA style guidelines (see
owl.english.purdue.edu/ if you need
help). Double space; Times New Roman; black ink; 12-point
font.
2) Select a passage no longer than 10 lines to analyze; for this
first essay, if it helps you to keep your
thoughts clear, you can place this quotation at the top of the
page in MLA format (but it should
not be included as part of your page count). Include the
parenthetical citation information for all
quotes.
3) Compose a 3-page close reading on your passage.
4) You may use the first person, but only on a limited basis.
Though it’s not strictly prohibited, it
should be rare that you need to use “I” in a paper like this. Most
of the time, if you’re using “I,”
you are taking up unnecessary space because the entire paper is
your opinion to begin with.
5) If you would like feedback, you must meet with Dr.
Armstrong during his office hours and set up
an appointment early enough to give yourself time to implement
this discussion into your paper.
6) You will be submitting your paper via Blackboard. A hard
copy of your thesis, and possibly your
paper, will be required in class if we discuss them before the
due date. Bringing drafts and lead-in

assignments to class will count as assignment grades.
7) No outside resources should be or may be used in this
particular analysis.

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