Gate Cell - Marketing Plan - Free Essay Example

Sample details Pages: 7 Words: 1981 Downloads: 5 Date added: 2017/06/26 Category Marketing Essay Type Research paper Did you like this example? MARKETING PLAN CO-FOUNDERS 1.0Executive Summary à ¢Ã¢â€š ¬Ã‹Å"Gatecellà ¢Ã¢â€š ¬Ã¢â€ž ¢ focuses on fusing an educational theme into mobile games. Instead of developing pure fictional games, Gatecell develops games that educates gamers without disrupting the fun element in gaming. Gatecell transforms the dull and repetitive concept of educational apps into a highly effective and remarkable experience. Don’t waste time! Our writers will create an original "Gate Cell Marketing Plan" essay for you Create order The company was founded by two MBA students; Bello Olaniyi and Fashola Babatunde to help people acquire knowledge through gaming. The vision of Gatecell was conceived in 2013, when a simple educational game developed by the founders to help increase engagement in their study group went viral in the university. The game was a simple game of Visual QA which ranked players by the score and speed in answering the questions. Gatecells mission is to educate its customers through entertainment. Education through amusement. Transforming gaming society from a mere entertainment activity to a strong educational tool. Gatcells founders have a strong business background and they have put together a wonderful team of young and dynamic professionals. The open and parralel system of management ingrained into company culture has already helped Gatecell win the hearts of the public, Gatcell has already raised enough capital to handle a two years of operation through several crowdfunding w ebsites. Gatecell has already adopted a consumer first approach in developing its products, and the direct-to-customer approach will help Gatecell gain marketshare, create and maintain customer relationships and achieve excellent financial performance. 2.0Situational Analysis Gatecell is entering its first year of operation. Beta testing has been very successful and marketing will be key to the development of the brand and product awareness as well as growth of the customer base. Gatecell offers a distinct line of games and excellent marketing efforts will be key to consumer acceptance and brand recognition. 2.1Market Summary Gatecell posseses good information and knows a great deal about its customers. This information will be leveraged to better understand who is served, what their specific needs are and how gatecell can better communicate with them. Target Markets Apple Tablets users Smartphone users Android Tablets users Smartphone users 2.1.1Market Demographics The profile of the potential gatecell customer consists of the following geographic, demograpfic and behaviour factors. Geographics Apple App store and Google Playstore are both global markets, they have no set geograpical area. The total population of active users is 900 million users. Demographics Behavioural Factors Equal ratio between male and female users Ages 13 34 are heavy users, students or young graduates, dependent on parents for income Ages 35 55 are moderate users, salary earners, high income earners. Ages 55+ are heavy users, retirees, less technologically inclined, willing to learn, open to new products high purchasing power. 2.1.2Market Needs Good Graphics Captivating Storyline Competitive Games Online Features Free to download Regular Updates Bug Fixes Excellent Support Social Media Capabilities 2.1.3Market Trends Freemium Pricing Model One of the biggest trends in mobile gaming is the Freemium model; which offers free download with in-app purchase options. The Growing Tablet Market Our study shows that tablet gamers are more valuable than mobile phone users, they spend more time and money on paid apps than mobile phone users. Mobile Gamers Crave Multiplayer Social Features Mobile gamers have developed the habit of interacting with their friends on a continuous basis, even while gaming. Users carve social features in games they want to compete with their friends and share their progress on social platforms à ¢Ã¢â€š ¬Ã‚ ¢ Word of Mouth Is the most eefective Driver for Game Downloads Word of mouth is the most effective driver for app downloads. Users rely on review from friends, the app store or the social media sites before downloading and they are more likely to stick around if it was recommended by a friend. à ¢Ã¢â€š ¬Ã‚ ¢ Titles Over Brands Users are becoming more attached to product titles over brand names, this means it is easy for new gaming companies to capture market share. Of course gamers are loyal to product titles, but games have a short life span, therefore Gatecell must focus on marketing its brand to customers. 2.14Market Growth The mobile gaming market keeps growing at an impressive rate, infact it is expected to double in size by 2016 and reach almost 24 billion dollars. The increase in consumers preference for larger screens has made the tablet market a profitable market for developers. Less technologically incined people are finally beggining to embrace smartphone technologies and this means an increase in the number of potential customers for our games and apps. 2.2SWOT Analysis This swot analysis highlights out internal strenghts and weakness and the external opportunities amd threats to Gatecell. 2.21Strength Young, creative and dynamic team of workers Diverse workforce Innovative products Pricing Unique company culture 2.2.2Weakness Lack of brand awareness Limited Research Development budget 2.2.3Opportunities Partnership opportunities Viral Marketing Merchandizing 2.2.4Threats Information Leaks Crisis Brand Image Copyright Infringement Jailbreaking New Market trends 2.3Competition The competion in the gaming market is strong but Gatecll is targeting an untapped niche in the mobile gaming market. Gatecell games are focused on the tapping into the educational-gaming niche which is almost inexistent at the moment. 2.4Product Offerings Gatecell has three games fully developed and ready for market launch: Autoshop The gamer manages an auto shop and in the process learns about maintaining cars properly. Hospital Manager The gamer is the administrator of an hospital and has to ensure the hospital is well stocked up and in the process learns a lot about the medical field. Questition This is a simple multiplayer QA game with friends, the gamers agree on a reading period and after all players must answer questions from the reading passage. The player with the highest score wins the points set by all players. 2.5Keys to Success Developing apps that appeals to the market Effectively leveraging the power of social media Developing a large user base Excellent Customer Retention Excellent Technical Support 2.6Critical Issues Launching its strong line of products Establishing a strong brand Keeping up with new market trends Retaining Customers 3.0Marketing Strategy Gatecell is adopting a tablet-first strategy in developing its games, we are focusing our marketing efforts on direct to customer channels, we are also carry customers along in every stage of app development, so that by the time the app is ready for launch, the demand is already at a very impressive rate. 3.1Mission Gatecells mission is to educate its customers through entertainment. Education through amusement. Transforming gaming society from a mere entertainment activity to a strong educational tool. 3.2Marketing Objectives To achieve a 70% product awareness among the target audience within the first quarter of operation. To establish a 35% market share within the first year. To achieve a steady increase in market penetration To build a brand customers can proudly associate with 3.3Financial Objectives To break-even within a year of operation. To achieve a sales target of $500,000 by the end of the financial year. To achieve a minimum 30% growth in the research and development budget. 3.4Target Markets Gatecells current line of products are available on only Apple IOS and Android operating system. The apple App store has over 500 million active users and the Google playstore is estimated to have over 400 million active users. These two platforms gives us direct access to over 900 million active users. Age Demographics of App Usage Our beta testing shows females found our games more engaging, in the 44-54 age group, females recorded 75% more usage than men in the same age group, among the males the 18-24 25-34 age group were the highest both segment exceeding female usage by 10% respectively. Further demographic testing showed the highest engagement level among single/divorce people; women more especially. Our beta testing showed acceptable level of engagement in all age groups with the lowest at 25% in men in the 44-54 age group. Gatecell games would target all age groups and income levels but major marketing efforts would be geared tow ards single or divorced individuals. Beta testing also showed competition as the driving force behind engagement. 3.5Positioning Gatecell will position itself as the mobile gaming company with the best competitive element in mobile games. This positioning will be achieved by developing a very competitive scoring system in all games, each gamer would be ranked alongside his/her social media friends based on their score in respective stages of the game. 3.6Strategies The single objective is to position Gatecell as the gaming company with the most competitive element in mobile games. The marketing strategy will first seek to introduce the brand to potential customers through social media platforms, by sponsoring university events, and gamers conventions. The second marketing strategy would be to drive organic traffic to our website by ranking for relevant keywords, build a strong Facebook and Twitter follower base. The third marketing method is to partner with u niversities to include the Questition app in their study materials for students. The fourth marketing method is to advertise on fitness blogs, gaming forums and sponsor contests on gaming blogs. The final marketing method is to sponsor positive review, create an affiliate program and pay for press release about our product launch on reputable media platforms. 3.7Marketing Program Gatecells would be adopting the following approaches in its marketing program Pricing: Gatecell will adopt the freemium model in pricing its apps. Gamers can download the game for free but they would be required to pay to access more features in the game. Distribution: The apps would be distributed through the official apple app store and the Google play store. Advertising and Promotion: Most advertising efforts would be carried out through the internet. Customer Service Support: Gatecell will provide quality technical support for its games and also try and achieve and maintain exceptional levels of customer engagement. 3.8Marketing Research Gatecell aims to build a strong email list and establish a strong presence across all popular social networks gamers regularly hangout. Gatecell would develop strong relationships with gamers in order to predict and understand new market trends. Gatecell offers its existing users free access to beta versions of any app or game in development. 4.0Financials This section will offer a financial overview of Gatecells marketing activities, it includes break-even analysis, sales forecast, expense forecast and highlight how all these link to the marketing strategy. 4.1Break-Even Analysis Our break-even analysis estimates that $5,980 would be required in monthly revenue to reach the break-even point. Break-Even Analysis Break-Even Analysis Monthly Units Break-Even Monthly Sales Break-Even 2000 $5980 Assumptions Average Per-Unit Revenue Average Per-Unit Variable Cost $2.99 $0.99 Estimated Monthly Fixed Costs $4000 4.2Sales Forecast The freemium pricing model means sale is not made when an app is download but sale is made when a customer makes use of in-app purchases. Monthly Sales Forecast Sales 2015 2016 2017 Apple $310,000 $900,000 $4,000,000 Android $223,000 $708,000 $2,000,000 Direct Cost of Sales 2015 2016 2017 Apple $103,333 $300,000 $1,333,333 Android $89,200 $283,200 $800,000 4.3Expense Forecast Milestones Start Date End Date Budget Manager Department Marketing Plan Completion 20/05/14 20/06/14 $0 Fashola Marketing Website Completition 02/08/14 03/09/14 $0 Bello IT Advertising Campaign 02/10/14 03/12/14 $10,000 Fashola Marketing Social Media Campaign 02/10/14 03/12/14 $20,000 Fashola Social Media Totals $30,000 4.4 Monthly Expense Budget Marketing Expense Budget 2015 2016 2017 Website $20,000 $40,000 $80,000 Advertisements $50,000 $100,000 $200,000 Total Sales Marketing Expenses $265,600 $723,200 $2,133,333 Percent of sales 49.8% 45% 35.6% 5.0Controls This marketing plan is to serve as a guide for the organization. The following metrics would be used to measure Gatecells performance Revenue Expenses Email List Number of Downloads Customer Satisfaction App Reviews Bounce Rate Conversion Rate 5.1Implementation Gatecell has established tight control measures to closely monitor the quality of customer service satisfaction. This is to enable us to react very quickly in correcting problems we may encounter. as App reviews by users and bounce rate of users of our apps will serve as warning signals. These signals would be monitored for signs of deviation from the plan. 5.2Marketing Organization Chief Marketing officer Babatunde Fashola is responsible for the marketing activities of Gatecell. 5.3Contingency Planning Difficulties and Risks Intellectual theft from the already established competitors. Lack of Brand recognition Worst Case Risks Determining that the business can no longer support itself on an ongoing basis. Having to abandon published titles (Games Apps)

Change Management Strategies For New Merged Company

For this merger to create a new culture, these artifacts need to encompass and be reflective of the new merged company, without favor to one or the other. Though removal and replacement of these artifacts may be difficult for some to grasp, while doing so, by introducing consistent rewards and recognition can be one of the first ‘new’ artifacts, and can fill the void and keep focus forward, versus looking back to the past. Strong new programs also encourage if not promote further communication, and help build a supportive work environment that will foster a working network of colleagues. One last note as to artifacts; although founders, leaders, and company stories are valued artifacts, so are the people working here and now. Celebrate those with the new merged company; create new stories with new events, programs, and by starting new traditions for the organization. This gives an identity to the new organization, creates the new culture, and begins establishing organizational socialization. 5. Change Management Strategy. The most appropriate set of change management strategies to use for implementing change would be an appreciative inquiry approach. A merging of two companies creates a plethora of unknowns for all; the unknown is a strong threat to all that perceive it. Reframing the image of merging into a positive strength for all is more palatable, if not approachable for most. â€Å"Appreciative inquiry typically examines successful events, organizations, and work units.Show MoreRelatedMergers : A New State And New Country Involved1100 Words   |  5 Pagesmergers can be even more challenging due to distance, the different national cultures, and different management styles. Summary of Issues and Challenges There are three different companies involved as well as a new state and new country involved. 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Scoundrels in a funhouse Essay Example For Students

Scoundrels in a funhouse Essay Its extremely aggressive, its very mean-spirited, the people are vicious to each other, confesses Garland Wright of Too Clever by Half, the Russian comedy that has opened the Guthrie Theaters 30th season. He does not offer this critique by way of apology for Alexander Ostrovskys 1868 play. As artistic director of the Minneapolis company, Wright wanted to lead off this years season with a funny play, and in Rodney Acklands adaptationoriginally commissioned, incidentally, by the theatres founder, Sir Tyrone Guthriea slick, raucous comedy is just what Wright gets. The directors comments betray his surprise, even awe, at what he has found at the heart of this comedy: chillingly impartial satire. Ive never worked on a play by someone who had less of an ideological agenda, claims Wright. Ostrovsky has an absolutely objective eye. I found it really quite disconcerting because there is no moral center to the play. The morally uncentered satire of Too Clever caters to the tabloid-reader in all of us. Squeezing his characters bone-dry of any redeeming virtues, Ostrovsky puts on display the craven ambitions of wealthy Muscovites and their equally unscrupulous hangers-on. The impecunious but abundantly clever Glumov is the plays hero though the word here demands quotation marks. Glumov is simply a bolder toady than his competitors, and is well on his way to landing a sinecure in the civil service and a wealthy, if vapid, bride when the bottom appears to fall out. Although a phenom of public hypocrisy, the young man has committed his true feelings about his mentors to his diary. (This play is perhaps better known in English as Diary of a Scoundrel) When the incriminating journal is discovered and circulated by his spurned mistress, it seems that his best-laid plans are about to collapse on him. In a denouement of brilliant panache, however, the playwright has his hero turning on and outfacing his accusers, with the result that they beg Glumov to come back to the fold. After all, its better to have his poison-pen working for them than against them. Previous to the Guthries staging, the most recent major production of Too Clever in English by Londons Old Vic Theatredates from 1988. To judge from reviews of this eccentric but well-received British mounting, a few of its details were apparently imported to Minneapolis. Common to both shows, for example, are sharply raked floors, Kleopatras equine dentures, and ghoulish make-up for Glumovs fiancee. Precarious footing According to Wright, however, the inspiration for his production derives from Sergei Eisensteins expressionistic version from the early 1920s. Wrights first instinct, he reports, was to evoke the slightly exaggerated style of Daumier and Dickens. This all changed after he read the casebook on the Russian directors highly abstracted staging. We all started thinking more freely, declares Wright. Our show became more and more expressive, and less and less evocative. To underscore how precarious ones footing is in this society, Wright asked Too Clevers set designer, Douglas Stein, to create a house-of-cards atmosphere on the stage. Accordingly, Steins working motto became: Flimsy is good. The sets sloping floors and skewed furniture make this world appear treacherous to negotiate, ready to fall apart or to send someone tumbling. The floor and flats appear to be cut from enormous sheets of yellow legal paper, tenuously held together by gigantic paper clips. Another early principle guiding the interpretation was color lots of it. Stein worked closely with costume designer Susan Hilferty in order to bring into their designs the most violent colors possible while keeping the characters in highest relief. They explain the rationale behind their choices of pigment as eagerly as any color-me-beautiful clothes analyst. Stein reports that after he decided on the sets yellow background, Susan came screaming in with all this color hot pink, orange, purple, robins-egg blue, along with their various complementary hues and then I came back with some of the furniture choices, to try to sneak in colors in support of the costumes. To maintain the purity of the yellow floor, the performers shoes had to be soled in white rubber. .ue90430fda02516f8bc1c40c626b6e290 , .ue90430fda02516f8bc1c40c626b6e290 .postImageUrl , .ue90430fda02516f8bc1c40c626b6e290 .centered-text-area { min-height: 80px; position: relative; } .ue90430fda02516f8bc1c40c626b6e290 , .ue90430fda02516f8bc1c40c626b6e290:hover , .ue90430fda02516f8bc1c40c626b6e290:visited , .ue90430fda02516f8bc1c40c626b6e290:active { border:0!important; } .ue90430fda02516f8bc1c40c626b6e290 .clearfix:after { content: ""; display: table; clear: both; } .ue90430fda02516f8bc1c40c626b6e290 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ue90430fda02516f8bc1c40c626b6e290:active , .ue90430fda02516f8bc1c40c626b6e290:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ue90430fda02516f8bc1c40c626b6e290 .centered-text-area { width: 100%; position: relative ; } .ue90430fda02516f8bc1c40c626b6e290 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ue90430fda02516f8bc1c40c626b6e290 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ue90430fda02516f8bc1c40c626b6e290 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ue90430fda02516f8bc1c40c626b6e290:hover .ctaButton { background-color: #34495E!important; } .ue90430fda02516f8bc1c40c626b6e290 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ue90430fda02516f8bc1c40c626b6e290 .ue90430fda02516f8bc1c40c626b6e290-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ue90430fda02516f8bc1c40c626b6e290:after { content: ""; display: block; clear: both; } READ: Art for Artaud's sake EssayAfter the initial designs were constructed, there came the lengthy, empirical process of seeing which shades actually worked on stage and which ones seemed to be missing from this wild palette. According to Stein, until he painted the furnishings in Glumovs apartment in a primary, Russian red, you couldnt look at them. And when all that got locked in the red, not only could you look at them, but the clothes really jumped off the set. Its very obvious, insists Hilferty, when theres a wrong color out there when its too much, when you cant look at it, when youre not getting the right balance, or it kind of sinks into itself No color wins Clashing is all right, as long as the colors are equalthat theres no color that wins. For instance, I first had Glumov in a gray shirt. I was just trying to make him a kind of tabula rasa, completely clean, which is why hes now in black and white. The gray had seemed like something that could balance. But up there, it was lost, it was defeated. The Guthries highly, expressive approach with its funhouse set, vibrant colors, and prosthetic noses, teeth and chins for the performers does not, on the other hand, make the characters so abstract as to dissipate their pointed, satirical force. Recognizable to audiences in any era, and in nearly any type of staging, are such figures as the pompous windbag Mamayev, who showers favors on those who pretend to seek his advice, and the aging matron, Madame Turusina, whose religious fervor increases to the degree that her sexual opportunities decline. When I read the play the first time, Wright offers, in my head I was reading it with my Texas accent. I have a feeling it just reminded me of rich people in Dallas. Rich people in Dallas are theatrical, they are bigger than life, theyre almost unbelievable. Wright surmises that it was this particular cultural context so seemingly remote from 19th-century Moscow that enabled him to understand both the circumstances of the play and also its characters as these sort of huge personalities that take up a lot of room. Outside of Russia, Ostrovsky is frequently eclipsed by the great writers that arrived on either side of him Gogol in the early 19th century, and Chekhov at the centurys close. Yet Ostrovsky is cherished in his homeland, and at Moscows Maly Theater, where the playwright produced much of his work, his dramas are rarely absent from the repertoire. Despite Wrights own success in bringing Too Clever to the stage, however, the Guthrie director does not anticipate that the trickle of Ostrovsky plays now being produced in the U.S. will turn into a flood. Some of the plays, Wright says, are poorly structuredAcklands adaptation of Too Clever, for instance, involved the transposition of several scenes as well as the writing of new dialogue. Ostrovskys idiomatic language, moreover, is said to be devilish to translate well. But even if Ostrovsky never becomes a staple of the English-speaking stage the way Chekhov has become, the works of the earlier playwright offer an important corrective to what Wright believes is a profound misunderstanding about Russian culture. Ostrovsky is quite different from Chekhov, he insists, and Too Clever somehow gives me a clearer image of our misconceptions about the Russian consciousness which we have, in a cliched way, associated with neurotic poets who lay around on summer estates and talk philosophy. In place of this lazier, aristocratic attitude, what Wright discerns to be fueling the Slavic psyche is something likely to be more familiar to us, a picture that hits much closer to home: What I found in working on Ostrovsky was an unbelievably forceful, passionate, greedy hunger for success in life and money and love.

Religion and morality

Introduction While discussing the question concerning the interdependence between religion and morality, some basic points on the issue must be considered. First of all, it is necessary to point out that religion and morality cannot be regarded as synonyms and therefore, should be analyzed separately.Advertising We will write a custom critical writing sample on Religion and morality specifically for you for only $16.05 $11/page Learn More One is to keep in mind that morality does not depend upon religion; so, for this reason, one can conclude that rightness and wrongness are not based on religious studies. People choose their own way to act, and their decision does not depend upon the God’s will. Religion and its relation to public morality Keeping in mind a wide range of religious movements, one can probably notice that the viewpoints on religion are rather ambiguous. For instance, some representatives of a new atheism are of the opinion that rel igion poisons everything. In our days, people’s faith can be regarded not only as a basis for human morality, but also as a great evil. Thus, let’s remember â€Å"the evils perpetrated by the Spanish Inquisition and the Catholic leadership’s scandalous protection of clerical child abusers† (Gaillardetz, 2008). The case seems to prove the assumption that the modern religion is toxic to human society. On the other hand, nobody will deny the fact that religion may shape people’s attitude to public morality. Taking into account certain religious commandments, one can notice many ties between correct moral behavior and a wide range of religious principles. In other words, it is religiosity, which seems to be based on certain moral approaches, but not vice versa.Advertising Looking for critical writing on religion theology? Let's see if we can help you! Get your first paper with 15% OFF Learn More Religious principles vs. moral approaches Still, the issue of human morality must not be regarded within religious perspectives, because it exists independently of religion. Morality is related to certain codes of conduct, which are set by societies. Furthermore, it is necessary to understand that different societies accept the term in their own way; it depends upon a person’s mentality what moral principles can be followed or neglected. There is a variety of moral approaches, and some of them take the priority over others. That is to say people have a right to choose how to live, behave, etc. and their freedom of choice does not depend upon the God’s will. There is a strong need to differentiate between morality, religion, etiquette and law. Making distinctions between the issues can give people an opportunity to interpret morality in a proper way. Generally, it should be noted that in most cases people consider religion as a basis for morality, because some of the rules of conduct required or prohibited by f aith coincide with the codes of conduct established by societies. On the other hand, â€Å"religions may prohibit or require more than is prohibited or required by guides to behavior that are explicitly labeled as moral guides, and may allow some behavior that is prohibited by morality† (Gert, 2011). Conclusion As far as morality can be regarded as rather contradictory phenomenon, one can probably agree with Darwin’s opinion that an objective standard of morality is absent (â€Å"Answering the New Atheism,† 2008).Advertising We will write a custom critical writing sample on Religion and morality specifically for you for only $16.05 $11/page Learn More For this reason, it becomes evident that there is no sense to discuss human morality within religious perspectives. The only appropriate way to combine the issues is to consider religion and religious morality. In other words, one can state that while religion may sometimes be the caus e of evil, without religion there is no basis for religious morality. References Answering the New Atheism. (2008). Staycatholic.com. Retrieved from: http://www.staycatholic.com/answering_the_new_atheism.htm Gaillardetz, R. (2008). Catholicism and the New Atheism. Americamagazine.org. Retrieved from: https://www.americamagazine.org/issue/655/article/catholicism-and-new-atheism Gert, B. (2011). The Definition of Morality. The Stanford Encyclopedia of Philosophy. Retrieved from: https://plato.stanford.edu/entries/morality-definition/ This critical writing on Religion and morality was written and submitted by user Angelina Rollins to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.