The GAP: PESTEL, SWOT and Porters Five Analysis

The GAP: PESTEL, SWOT and Porters Five Analysis Elements of Analysis: The GAP Case PESTEL Analysis Utilizing the PESTEL (Political, Economic, Social, Technological, Environmental Legal factors) model, the key drivers and areas of significant impact for the competitive advantage in the GAP case are (Johnson, Scholes Whittington 2005, pp. 65, 68): Political – This seems only to be a factor with regards to operational differences between geographic/geopolitical regions, i.e., the US vs. the UK, and social welfare policies that affect actual garment construction. Social – This is a major driver of success as â€Å"fashion† and â€Å"style† would likely fall under this auspice. Specifically, the ability of the firm to generate the perception that its products reflect the fleeting sense of a trend is central to being a leader in retail fashion. Technological – This is a significant factor as the lack of a fully function European e-commerce platform was an opportunity cost that can be measured in lost market share valued in the multi-million pound range. SWOT Analysis Strengths The Gap has existed marketing power and presence and has prime, established retail locations throughout the US and UK. Weaknesses The inability to establish e-commerce on the UK side has lost not only sales opportunities but likely tarnished the image of a company that wants to be seen a ‘hip and trendy’ in a digital age in which competitive parity is ‘bricks and clicks’. Opportunities Through existing resources and brand equity, the Gap has the opportunity to regain one of the top spots in the mind of the consumer for fashionable clothing. One of the chief means of doing so is to quickly replicate the success of the online presence of the US business in the UK. Threats Perhaps the biggest threat is that one of the smaller boutique venues will achieve sufficient success to legitimately chip away at the mindshare of the consumer that Gap currently has on a scale that will be very difficult to reclaim. Porter’s 5 Forces As with the PESTEL framework above, only the most salient factors are indicated (Porter 1980, p. 4): Potential Entrants –The rise of small-scale boutique firms allow profit-taking from firms that do not have the ‘overhead’ of a corporation such as The Gap. This allows for greater flexibility and speed in the delivery of fashion to market. The Threat of Substitute Goods – Similar to â€Å"potential entrants†, there are not only other products that perform the same function but, in times in which economics dictate allocation of scarce consumer resources amongst items that, to some extent, fall under the category of highly discretionary spending. Contrary to this, one might argue that ‘fashion will always be in style’ and thus in-demand, the attractiveness of the industry will attract more entrants. Eventually, a form of homeostasis will be achieved but only at the expense of the exit of some less profitable firms. Industry Rivalry – The combination of the above two factors creates what is arguably a hypercompetitive environment characterized by larger firms seeking to sustain competitive advantage through enduring presence while small, flexible and fast firms seek to take perhaps a temporal portion by capitalizing on that which is most trendy. The Four P’s (Price, Promotion, Place Product) The concept of the marketing mix or â€Å"the 4 P’s† gives tremendous strategic insight into how the firm goes to market with its portfolio of goods and services. Price – Pricey but not so much that they cannot be seen as â€Å"luxurious necessities† for those for whom being ‘cool’ or ‘sexy’ is a real or aspirant lifestyle. Promotion – Consistent with other aspects of the marketing mix, television advertisements feature hip and trendy music, often done by somewhat older (yet still cool) musicians with engaging music. These featuring dancing or at least, rhythmic maneuvers, in which one must assume the clothes worn are as much a part of the causative agent for such behavior as the apparent youthful attraction and attitude of the performance crew. Place – Sold only through Gap stores in mainstream retail locations such as shopping malls and through, at least in the US, Gap-branded online channels. Product – Positioned as perhaps something that could be labeled as [young] ‘sexy casual’, such an offering virtually defines its market as those who are young and view (or want to view) themselves as fashionable and trendy. Products include shirts, jeans, sweaters, accessories and more and all geared at generating such a â€Å"feel† or experience for the wearer. Overall Business Strategy In general, a firm can have one of two broad strategies: cost-leadership or differentiation. With regards to differentiation, a firm may choose to segment based upon the customer by focusing on a niche or specialty market or they may choose product differentiation as by innovation or similar pursuit (Porter 1980, p. 35). Using this general approach, the Gap clearly pursues a strategy of seeking competitive advantage by differentiating product offerings (what it does) to those for whom a sense of ‘urban/sub-urban-esque’ fashionable â€Å"personal style† is very relevant to their lifestyle (the target market) through a combination of exclusive retail locations and a corollary online venue (the where of it’s strategy). Corporate Social Responsibility The idea of corporate social responsibility is best expressed by the notion of, â€Å"†¦ the extent to which an organization exceeds the minimum obligations to stakeholders as specified through regulation and corporate governance† (Johnson, Scholes Whittington 2005, p. 191). With regards to the GAP case, such a perspective is evident when they actively seek to position themselves not simply as seeking to establish sustained competitive advantage but the advantages conferred to everyone through sustainable business. Specifically, through their alliance to support AIDS awareness and suffering, they achieve profits and good works. Antithetically, one critique would likely be to question not the outcome but the motive for doing so. The Resource-Based View The essence of the resource-based view of the view establishes the lens of the â€Å"VRIO framework†. That is, for a firm to achieve sustained competitive advantage, its resources must be valuable, rare, inimitable and organizational in nature (Barney 2007, p. 138). With this in mind, it seems to follow that the best sources of such are resources which are intangible rather than tangible. From this perspective, the ability of GAP to attract and retain designers who can consistently replicate and market what is or is about to become â€Å"fashionable† at competitive costs would meet such criteria. Strategic Recommendations The essence of the Gap to maintain/re-establish sustainable competitive advantage is to be able to be both â€Å"big† and â€Å"small† simultaneously. The competition seemingly enjoys the element of first-mover advantage with regards to their ability to operate under the radar only to appear with trendy products in the market that less insightful firms can then attempt to copy. Correspondingly, the ability of the boutique firm to mass-produce and distribute a successful product is far less than that of the Gap with it established manufacturers and well-oiled distribution channels. Thus, the Gap needs to adopt fast, flexible methods of getting fresh and accurate insights into production and into stores. In the classic business decision, the Gap has but two options: make or buy. That is, they can either allocate resources in the form of time, talent or treasure (aka, money) to acquire these abilities or they may choose to outsource these functions to other firms. Perhaps a hybridized solution is to form strategic alliances with such smaller firms that have these resources in abundance but lack the marketing and manufacturing power of the Gap. Such a solution would achieve the goal of the acquisition, even if temporary, that the Gap seems to lack as it seeks to create lasting sources of competitive advantage in the face of the hyper-competitive, mature yet dynamically fickle industry of upscale casual fashion apparel. Mature vs. Dynamic Firm The Gap competes in a arguably mature but changing and constanting renewing industry. A â€Å"mature† industry can be characterized by the following (Barney 2007, p. 94): Slowing growth in total industry demand. The development of experienced repeat customers. A slowdown in the increases in production capacity. A decrease in new product introductions. An increase in the level of international competition. An overall reduction in industry profitability. With these criteria, the retail fashion clothing industry is perhaps somewhat unique in that each year brings something of a second-chance to capture the market. Though the degree of competitiveness and production capacity indicate a mature industry, the new arrivals to the target customer segment in regards to age, affluence and attitudes provide a potentially rich new customer base. These factors lead to the classification of the industry as being â€Å"mature† but yet quite â€Å"dynamic† in the sense that technology and the preferred tastes of an ever-changing consumer segment create a need for the Gap to acquire marketing insights and speed and flexibility in production to bring such high-margin, high-risk products as fashion clothing to market. Key References Barney, J. (2007). Creating and Sustaining Competitive Advantage, 3rd edition. Upper Saddle River, New Jersey: Pearson Prentice-Hall. Johnson, G., K. Scholes, and R. Whittington. (2005). Exploring Corporate Strategy, 7th edition. Harlow, England: Prentice-Hall. Porter, M. (1980). Competitive Strategy: Techniques for Analyzing Industries Competitors. Boston, Massachusetts: The Free Press.

The Effects Of Parenting On Education In Lilongwe Education Essay

Birds are creatures that love and care for their immature 1s really much. Get downing from the clip a bird lays eggs ; it takes good attention of its immature 1s and protects them from any danger. As if that is non plenty, when it has hatched it fetches nutrient for the immature 1s. As they grow the bird female parent teaches the small 1s how to wing and besides to be independent to happen nutrient on their ain for themselves. It teaches them how to fly from danger and besides how to tie in with other birds. If birds get involved in the life of its immature 1s, protect and supply for its demands and learn them to be independent, what more human existences? Do parents acquire personally involved in the instruction of their kids? Or should the whole duty of instruction be left in the custodies of instructors? In Malawi, many factors affect how the pupils perform in school and the quality of instruction they are suppose to acquire in secondary schools. Peers, socioeconomical position, and background are some of the factors that affect public presentation and quality of instruction in secondary schools of Malawi. Due to these factors, pupils in secondary schools need a assisting manus in their instruction. Teachers play the function of learning and developing them but this research worker thinks that parents and defenders have a function to play every bit good. The duty of guaranting that the public presentation and quality of instruction is bettering in secondary schools of Lilongwe ; lies in the custodies of non merely the instructors but besides parents and defenders. This research is dedicated to happening out if parental engagement has an consequence on public presentation and quality of instruction in secondary schools of Lilongwe territory.BackgroundThe research worker bases her attack on the fact that a household does non merely have a map of bearing kids but besides child rise uping which include supplying for their basic demands and most of all get involved in their instruction. In Malawi, many households believe that the minute they have given birth to a kid, their occupation is done. Particularly in small towns, many households do non care about their kids ‘s instruction, whether they go to school or non. Education is a tool to success and it is really of import in the lives of kids and even the coevalss to come. A Brighte r hereafter of kids is built through instruction ; it builds them to what they want to be in future. For parents to acquire personally involved in instruction brings great impact on instruction itself and the kids. Supplying school fees and necessities is non plenty, parents can make more than merely supplying these. If a household decides to educate their kids, they must acquire ready to be personally involved in every measure of the kids ‘s school. The inquiry is ; make households acquire involved in educating their kids? What difference does it do?HypothesisThe research worker thinks that personal engagement of parents has positively impacted instruction in secondary schools of Lilongwe by bettering its quality and how pupils perform.Problem StatementThe duty of educating the kids does non wholly depend on instructors but besides parents. Lilongwe territory has secondary school instructors who guarantee that criterions of instruction are bettering now and so. On the other m anus, there are besides parents who have kids making secondary school instruction. Parents work with the secondary school instructors in the undermentioned countries: school direction, look intoing the acquisition environment and execution of the course of study. Despite parents assisting instructors in the above countries ; the instruction criterions in most of the secondary schools in Lilongwe are traveling down every bit evidenced by the consequences of both the Junior Certificate of Education ( JCE ) and Malawi School Certificate of Education ( MSCE ) . The jobs ensuing from many pupils neglecting may include: most parents either populating in rural or urban countries of Lilongwe District do non care about the instruction of their kids. In every bit much as they provide demands for the kids, they do non personally acquire involved in it. However, it is the duty of parents to take note of how their kids are executing at school and parents should work manus in manus with the instructors in this exercising. This is why this survey seeks solicit positions from parents if they are involved in the instruction of their kids and if they are non, happening ways on how they can be involved.Purpose of StudyThis survey is dedicated to happening if engagement of parents has an consequence on the public presentation and quality of instruction in Lilongwe territory.Purposes and AimsThe purpose is to measure how parenting impacts instruction in Lilongwe territory with the aims of happening out how parents get involved in instruction, detect jobs th at hinder parental engagement on instruction and the impact that parental engagement has on instruction.Significance of the StudyThis research is traveling to assist pupils in secondary schools of Lilongwe territory ; parents and instructor to admit the impact that parental engagement has on instruction and how they can work together to back up acquisition, for the pupils to make better in school.Chapter 2LITERATURE REVIEWThe research worker bases her attack on the fact that a household has maps of kid bearing, kid raising, and socialisation. Mrs. Banda, a lector at African Bible College defined socialisation as the procedure by which individuals get cognition, accomplishments and temperament that make them more or less incorporate members of society. A household has duty of tie ining new members to suit into the community that they are to be found. One of the communities that new members will be found in is a school and a preparation topographic point. George Knight ( 2006 ) in his book of Philosophy and Education said that. â€Å" The school is merely one society ‘s agents for acquisition, instruction, and preparation. The household, media, equal group, and church are some of other establishments that portion this duty. † ( p. 12 ) . The procedure by which a household takes a duty of tie ining new members into the community is called rearing. One of the of import sectors that parenting has a greater impact is instruction. Jeff white a professor at African Bible College while learning Philosophy of Education Class stated that instruction is a directed acquisition. The first topographic point where a new member of a household gets instruction is in a household through the procedure of parenting. Jay Kesler ( 1997 ) in his book called ‘Parents and Teenagers ‘ said that. â€Å" Properly understood, the household and school signifier a partnership. Schools become bad or less good when parents are non involved. † ( p.628 ) . A household plays a great function in the instruction of kids for they work manus in manus in tie ining new members into a peculiar society. Education is a tool to success and it is really of import in the lives of kids and even coevalss to come. A Brighter hereafter of kids is built through instruction ; it builds them to what they want to be in future. For parents to acquire personally involved in instruction makes it more of import and it has a great impact on instruction itself and even the kids, supplying accoutrements for school and supplying basic demands for the kids is non plenty, parents can make more than merely supplying necessities. If a household has decided to educate their kids, so they must acquire ready to be personally involved in it. The inquiry is ; make households acquire personally involved in educating their kids? What difference does it do? McCain and Mustard ( 1999 ) stated that school systems work with the kids who come into them. The quality of kids ‘s lives before get downing formal instruction greatly influences the sort of scholars they can be. Of class many elements go into doing a quality scholar. These include: healthy, early childhood experiences and place support. For illustration on early childhood psychosocial development experiences ; surveies that were done showed that positive early experiences and interactions are critical to fixing a quality scholar. A big survey that was conducted in 12 Latin American states found that attending at twenty-four hours attention coupled with higher degrees of parental engagement that includes parents to immature kids is associated with higher trial tonss and lower rates of grade repeat in primary school ( Willms, 2000 ) . Evidence from the Philippines, Srilanka and Turkey, has shown that kids who participate in early interaction plans do better in primary school th an those who do non profit from formal early kid plans and surveies from India, Morocco and Latin America demonstrated that disadvantaged kids benefit the most from such programmes ( UNICEF, 1998 ) . Furthermore, Ansu Datta ( 1984 ) stated that, the modern-day issues refering household and instructions are: parents in rural countries depend on household for endurance therefore it is difficult for them to be involved instruction. Parents in urban countries are busy at work and they find it hard to acquire involved in instruction ( Datta, 1984, p.215 ) . Therefore, this undertaking will look much at the manner in which parents get involved in instruction in Lilongwe territory and how each manner aid in bettering the quality of instruction. The decision of a recent study from southwest educational development research lab stated that when schools, households and community groups work together to back up acquisition, kids tend to make better in school and like school more. Another research of parent engagement over the decennary finds that, irrespective of household income or background, pupils with involved parents are likely to: Earn higher classs and trial tonss, and enroll in higher-level plans Be promoted, pass their categories and earn credits Attend school on a regular basis Have better societal accomplishments, show improved behavior, and adapt good to school and Alumnus and travel on to post secondary instruction ( Henderson & A ; Mapp, 2002, p. 103 ) On the other manus, other researches on parental engagement on instruction show that schools must besides play a function in promoting parental engagement on instruction. Harmonizing to the research by The National Network of Partnership Schools, it shows that parents who are involved in their kids ‘s instruction do non make it right. As a consequence, their attempt to be involved in instruction is nonmeaningful since it does non do any difference on the quality of instruction and on the public presentation of the pupils. Therefore, they suggested a model of six types of parental engagement that schools can utilize to steer their attempts. It says schools can: aid households with parenting and child-rearing accomplishments Communicate with households about school plans and pupils advancement and demands Work to better enlisting preparation, and agendas to affect households as voluntaries in school activities Encourage households to be involved in larning activities at place Include parents as participants in of import school determinations and the community ( Epstein, 2001 ) Ramirez Laura ( 2009 ) in his book of Children Native American Wisdom and Parenting recognized the importance of parental engagement and its effects on instruction. Nevertheless, Ramirez thought that there are some grounds that hinder parents to efficaciously acquire involved in their kids ‘s instruction. She states that, â€Å" aˆÂ ¦Another ground your kids might non see the demand for you to be involved in his/her instruction is because you are busy with calling and other day-to-day jobs or go toing the place. You do n't recognize that does non run into the attending demand of the kids, † ( Ramirez, 2009, p.23 ) . Any attending that parents may give towards their kids ‘s instruction has a great consequence.THE EFFECTS OF PARENTAL INVOLVEMENT ON CHILDREN ‘S HOMEWORKDobson James ( 1979 ) in his book ‘ The Strong Willed Child ‘ gives and illustration of a kid that parental engagement became of aid to him after her female parent neglected her t hat chance for some clip. Dobson writes that, â€Å" †¦ During the conversation bonnie reveals that she does n't wish school anyhow, and she would instead remain place and drama. † As the narrative continues Bonnie ‘s female parent decided to assist with Bonnies ‘s prep and any school work that was supposed to be done at place. After that Bonnie public presentation at school improved and this is what Bonnie said, â€Å" †¦ . school is fun and if offers to assist me make my prep every twenty-four hours, I will remain in school. † ( Dobson, 1979, Pp.167-170 ) . The smallest attending that parents may offer to their kids ‘s instruction, counts a batch towards the attitude that the kids will hold for school.THE EFFECTS OF PARENTAL INVOLVEMENT IN THE CHILDREN ‘S SCHOOL ACTIVITIES AND MEETINGSFurthermore, the engagement of parents in school activities and meetings are besides of import because it shows how much they are concerned with their kids ‘s instruction and how they perform at school. Phillips, Wiener & A ; Haring ( 1965 ) in the book ‘Discipline, Achievement and Mental Health ‘ provinces that the demand to work with parents is normally considered cardinal to the betterment of the kid ‘s behavior from the classroom-or clinic, medical, youth organisation, or any other-point of position. Parents may change widely in their grade of penetration, intelligence, motive, or amenability, but they have far more immediate uninterrupted impact on the kid ‘s life than anyone else. They can non be ignored in the effectual solution of the job any longer than in its diagnosing. On the whole we have found parents to be sensible and effectual helpers to the instructor in work outing schoolroom jobs, merely as Psychotherapists normally find them indispensable participants in the intervention procedure. ( Phillips, Wiener & A ; Haring, 1965, Pp. 116-117 ) .Significance OF PARENTS ‘ INVOLVEMENT IN PROVIDING SCHOOL ACCESSORIES TO THEIR CHILDRENSupplying for the kids ‘s accoutrements for school is one manner of parents acquiring involved in the instruction. As stated above that a household does non merely have a function of bearing kids but besides taking attention of them. Supplying for their demands is one manner of taking attention of them and portion of household direction and this has an consequence on instruction. Santrock John ( 2004 ) in his book of Educational Psychology states that, â€Å" Research workers have found that household direction patterns are positively related to pupils ‘ class and ego duty, and negatively to school-related jobs. † Furthermore, Santrock states that, â€Å" Even though parents typically spend less clip with their kids as through simple and secondary school, they continue to hold a strong influence on kids ‘s development by supplying for their demands. Parents besides influence whether kids take part in such activ ities as athleticss, music and other activities by the extent to which they sign up their kids to such activities and promote their engagement. † ( Santrock, 2004, Pp. 84-85 ) . Despite parents being involved in assorted ways as stated above, but Santrock ( 2004 ) continues to state that, although kids grow up in diverse households, in virtually every household parents play an of import function in back uping and exciting kids ‘s academic accomplishment and attitude towards school. The value parents topographic point on instruction can intend the difference in whether kids do good in school. Experienced instructors know the importance of acquiring parents involved in kids ‘s instruction. All parents, even those with considerable instruction, need annually counsel from instructors in how to stay productiveness involved in their kids ‘s instruction. ( Santrock, 2004, p. 84 ) . One research on Parental Involvement on instruction ( 2004 ) concluded that about all parents want their kids to win in school, but need clear and utile information from their kids ‘s instructors and from other schools and territory leaders in order to assist their kids develop their full potency. For illustration, sometimes parents inquire their kid, â€Å" how was school today? † We know that may stop with the kid reacting â€Å" all right † or â€Å" Okay † and non much more. Parents should be guided, alternatively, to inquire their kid, â€Å" Would you read to me something you wrote today? † or â€Å" could you demo me something you learned in math today? † ( Anguiano, 2004, P, 89 ) . Santrock in contrasting the survey made by 16,000 pupils stated that, â€Å" The pupils were more likely to acquire ‘As ‘ and less likely to reiterate a class or be expelled if both parents were extremely involved in their schooling ( National Center for Educational Statistics, 1997 ) . In this survey, high engagement was defined as the parent engagement in three or four of the followers: school meetings, a instructor conference, a category meeting, or volunteering. Other surveies have found that pupils ‘ classs and academic accomplishment are linked to parental engagement ( Epstein, 2005 ; Sheldon & A ; Epstein, 2005 ) .

Starry Night, by Vincent Van Gogh Analysis

Rebecca Shulman February 25, 2013 ENGL 205-04 Epic and Romance Paper #1: Starry Night by Vincent Van Gogh, 1889 Swirls mix with white, yellow, blue, and black as the town sleepily yet still so helplessly moves on with its life. No one can truly understand the mystery of the night until they’ve watched it grow. The night is born so magically as the sun of the day descends over the horizon and the moon peeks in through the shadows. It’s a darker sun, and although it is not quite as bright as the first, it is still able to shine down and create a new light for those who wake.The earth is cooled to the core as the town howls with blue breezes, while the wind chills the bones of those who walk the streets. I ponder at this painting, and wonder what thoughts pop in the minds of those whose eyes before mine have already fallen upon this golden wonder. It seems like such a small and quiet village, where the trees, so dark and gloomy as they are at dusk, grow ascending from the ground and are never ending structures.Behind the eyes of the painter was the thought of an ever-changing starlit sky in France, comparing dark with light and how it’s effects were so important to how life can look in one of the many perspectives. The oils are swimming expectantly across the page, creating this wild cotton candy vibe to the soft creamy delight of sweets that enter my imagination while I sit and stare at the tinted buttercream colored moon.As it smiles in my direction, I imagine what it’d be like if there were tiny raindrops slowly falling, but there isn’t a single cloud among such radiant tiny balls of fire. The lines in the sky dance and twirl like waves of an ocean crashing along the shore during the mightiest of storms. I can’t help but wish that I could be a part of this memorable scene, thinking what it would feel like to swim amongst the honey dipped stars so high above me, as I raise my hands and lift my chin, aiming towards the he avens.I’d look below me as my arms spread so angelic, looking down toward the low-lit buildings as I surf around this world full of beautiful wild colors of nature. Though there is a glow throughout the drawing, there is also a clear exactitude of how the sky and land are separated by colors. Where the skies glow of yellow is stronger than it is near the ground, the brightness of the waning moon shows how far that beauty can shine over the land like a guide, or a distant friend.

French Adjectives in Front of a Vowel or Mute H

Since French adjectives usually have to agree with the nouns they modify in gender and number, most of them have up to four forms (masculine singular, feminine singular, masculine plural, and feminine plural). But there are several French adjectives that have an additional variation: a special form that is used when the adjective precedes a word that begins with a vowel or mute H.The reason for this special adjective form is to avoid hiatus (the pause between a word that ends in a vowel sound and another that begins with a vowel sound). The French language likes words that flow one into the next, so when an adjective that ends in a vowel sound would otherwise be followed by a word that begins with a vowel sound, French uses a special form of the adjective to avoid the undesirable hiatus. These special forms end in consonants so that an enchaà ®nement is created between the two words, and the fluidity of the language is maintained.There are nine French adjectives in three categories which have one of these special pre-vowel forms. Descriptive Adjectives The following descriptive adjectives have a special form that is used only in front of a masculine noun that begins with a vowel or mute H. beau belun beau garà §on un bel hommefou folun fou rire un fol espoirmou molun mou refus un mol abandonnouveau nouvelun nouveau livre un nouvel articlevieux vieilun vieux bà ¢timent un vieil immeuble Demonstrative Adjectives When the demonstrative adjective is used with a masculine noun that begins with a vowel or mute H, it changes from ce to cet: ce garà §on cet homme Possessive Adjectives When a singular possessive adjective is used with a feminine noun that begins with a vowel or mute H, it changes from the feminine form (ma, ta, sa) to the masculine form (mon, ton, son): ma mà ¨re mon amieta femme ton amantesa profession son à ©ducation Note The special adjective forms are used only when followed immediately by a word that begins with a vowel or mute H. If a word which begins with a consonant is placed between the changeable adjective and the noun, the special form is not used.Compare: cet homme vs ce grand hommemon amie vs ma meilleure amie When theres an adjective, the special form is not used because the word that immediately follows the changeable adjective begins with a consonant.