Australia's national interests would be better served by pursuing a Essay

Australia's national interests would be better served by pursuing a foreign policy that is more independent of the United S - Essay Example For instance, Australia’s primary national interest was to gain strategic dominance in the region to fight against all possible external threats. Initially it was among the colonies of UK in the pre World War II era and therefore it had to face substantial political threats soon after the independence. Hence forming ANZUS alliance with USA was the foremost step in order to safeguard the national interests of the country (McLean, 2006). However, after the US declaration of war on terror the overall nature of ANZUS was dramatically changed and Australia’s national interests began to get negatively affected by the intervention of US. Now researchers are critically analyzing the core objectives of ANZUS alliance and the current political scenario. It would be now significantly better for the Australian government to execute an independent foreign policy so as to protect its national goals and objectives. Moreover such independence will facilitate the Australian government t o save itself from the international wars and politics. But the consequences and reaction of US government in such a situation cannot be underestimated (Umetsu, 2006). This paper aims to critically evaluate the relationship between Australia and USA in terms of Australia’s national interests and foreign policy. Moreover, it will discuss the key interest behind ANZUS alliance since 1950s, the core reasons behind Australia’s participation in wars against Afghanistan and Iraq including its moral and legal justifications. This shall be followed by Australia’s relationships with Asia and Middle East subsequently leading to the end of discussion i.e. either independent foreign policy is suitable for Australia or not. Since the very beginning Australia has depended upon the British and American powers in order to gain strategic benefits and also to fulfill its national interests. When British were ruling the world Australians were under their strong influence. However, when America came into power it also took control over the foreign policies and strategic matters of Australia. This ultimately resulted in ANZUS alliance which was formed in 1950 (McLean, 2006). Historical records reveal that Australia was never able to practice complete authority over its national matters due to the mental dependency and also because of the massive influence of American power. Critics such as Alan Ramsey argue that Australian government officials have proved to be more sincere to US rather than to their own nation. Hence it can be said that Australia actually transformed into an American colony after gaining independence from Britain (McLean, 2006). Australia had some key interests in forming and maintaining ANZUS alliance. For instance, in the post-World War II era Australia needed to have strong foreign relationships in order to meet any threat to its national interests. Furthermore, the significantly strong economic position of USA played a vital role in drivi ng and uplifting the Australian economy, while on the other hand Australia was specifically interested in gaining domestic political benefits from US interventions (Beeson, 2003). If we closely analyze the address of Australian Prime Minister Julia Gillard’s to the Congress representatives in the US then we can easily anticipate that Australia is not only

Contemporary Supply Chain Management Essay Example | Topics and Well Written Essays - 1000 words

Contemporary Supply Chain Management - Essay Example In the case chocolate the end user is the customer. So supply chain management of chocolate is the management of the process of buying of raw materials, transportation, and processing, packing and delivering chocolate to the customer. Supply chain management can also be described as the flow of Goods or services from suppliers to the manufacturers then to the distributors and retailers and finally to the customers. Supply chain management entails production, distribution, purchasing, customer management, materials management and supplier management. The supply chain for chocolate mainly starts with the farmers who grow cocoa. Normally these are normally small scale farmers who grow the plant in order for them and their families to earn a living. However, there are companies like rainforest alliance certified cocoa (RACC) that produce cocoa in large scale. When ripe pods containing cocoa beans are harvested and the cocoa beans are dried and fermented, (Beckett, 2011). This is the first stage of the supply chain. This is the second stage in the supply chain of chocolate. This is where one finds brokers and intermediaries linking the farmers who are the producers and the next stage of the supply chain. Transportation also occurs at this stage of the supply chain. These brokers buy the cocoa beans from the small scale farmers and later sell the cocoa beans collectively to cocoa processing companies. In cases where companies do large scale farming and production of cocoa, these part of the supply chain of chocolate is not left upon the intermediaries (brokers), but it is done by the companies who own the large acres of cocoa. Some companies sell the cocoa directly to the processing companies while others who have processing plants simply transport the raw material to their factories for processing Processing is the next stage of the supply chain of chocolate. This is where

Case Study The Millennium Development Goals Education Essay

Case Study The Millennium Development Goals Education Essay The Millennium Development Goals (MDGs) are eight international development goals that were established after the 2000 Millennium Summit in which United Nations Member States and International Organisations consented to achieve by the year 2015 (United Nations Millennium Development Goals, 2010). The MDGs set time bound targets in improving social and economic conditions in the worlds poorest countries, which progress towards reducing income poverty, hunger, disease, lack of adequate shelter and exclusion, while promoting gender equality, health, education and environmental sustainability. They also embody basic human rights so that each person on the planet has the right to health, education, shelter and security (Ki-Moon, 2010). Three major areas of Humanity are focused in the MDGs: Firstly, reinforcing human capital by improving infrastructure, and increasing social, economic and political rights, specifically focusing on increasing the basic standards of living (United Nations, 2006); Secondly, altering infrastructure by gaining safe drinking water, energy and modern information communications technology, intensifying farm productions through sustainable practices, bettering transportation infrastructure, and uphold the environment; and finally the social, economic and political rights, with regard to empowering women, reducing violence, increasing political voice, ensuring equal access to public services, and increasing security of property rights. The goals are intended to increase an individuals human capabilities and advance the means to a productive life (United Nations, 2006). As individuals acting together we have the power to take action and influence the process of reaching the MDGs by 2015 (End Poverty Millennium Campaign, 2010). Education is important in achieving these goals. A basic education of a good quality is necessary for developing an understanding of the world and the possibilities it provides, and for being able to function effectively within it. Without the knowledge and various skills developed through schooling and basic education programs, the opportunities for individuals and the ability to act independently are greatly reduced (UNESCO, 2010). Intensifying the movement towards education MDGs will lead directly to an acceleration of many of the other MDGs (2010 MDG SUMMIT, 2010). In this essay I will explain why education is important in order to achieve each of the eight millennium development goals. The first goal of the millennium development goals is to eradicate extreme poverty and hunger. Poverty forces children out of school displacing their education driving them into the low paid work force because parents cannot afford to educate them. Haines Cassels (2004) explain that one year of schooling can increase a persons earnings by 10% with each additional year of schooling lifting the average annual GDP by 0.37%. Accessible education can help feed an impeccable cycle of enhanced growth and an elevated reduction in poverty, aiding the poor and benefiting society as a whole. Education provides people with the skills and knowledge they require in order to increase income and develop employment opportunities. By educating the poor, women and vulnerable groups it opens doors to jobs and credit and has the potential for economic growth. With strict laws on compulsory education the millennium development goal to eradicate extreme poverty and hunger should be achievable in the future. The second MDG is to achieve universal primary education. Every child regardless of where they live deserve the right to an education. The Development Education online Depository (2010) state that universal primary education involves entering school at an appropriate age, progressing through the system and completing a full cycle of primary education. By eradicating primary school fees millions of children worldwide have the chance to gain literacy and numeracy skills increasing the percentage of educated people in the world, increases the opportunities for employment and a stable future for many children which in hand will help in achieving the MDG of achieving universal primary education. The third MDG focuses on promoting gender equality and empowering women. Attaran (2005) state that there are 759 million people in the world that cannot read or write, and of those people two-thirds are female. Females face many barriers to education in several countries around the world, ranging from negative attitudes to the burden of household work and distance to school. In order to redress the balance education needs to be made a priority, special efforts such as employing female teachers, supporting poor families and making the education system girl-friendly could help in promoting gender equality and in empowering women. Severine Shahani (2009) claim that there is a strong correlation between educating females and an increase in womens earnings, improved child and family health and nutrition, an increase in school enrolment, protection against HIV infection, higher maternal and child life expectancy, reduced fertility rates and delayed marriage. Equal schooling for both boys and girls is the foundation for development in achieving the MDG of promoting gender equality and empowering women. The fourth MDG aims to reduce child mortality. Providing education to girls provides a great chance of survival to her children in the future. Severine Shahani (2009) claim that a mother with secondary or higher education more than halves the risk of child mortality compared to a mother with little or no education. As mentioned above there is a strong connection between educating females and higher maternal and child life expectancy as well as improvements in child and family health and nutrition, they are also more probable to immunize their children. Educating women, with at least primary education, the MDG of reducing child mortality is more likely to be achieved. The fifth goal aims to improve maternal health. Maternal education is one of the strongest antidotes to childbearing-related risks (United Nations, 2010). By educating females it enables them to make improved health associated decisions, fewer mothers would die and the MDG of improving maternal health would have a greater chance of being achieved. The sixth MDG intends to combat HIV/AIDS, malaria and other diseases. Education is the key to combating HIV/AIDS, malaria and many other diseases. Education institutions take a central role in the prevention of HIV and other communicable diseases as they can reach out to a large number of people, encouraging positive attitudes and behaviours providing them with the knowledge and skills to reduce their chance of contracting HIV. School health programs are also ideal in providing awareness and hygiene practices to help fight malaria and other diseases. Haines Cassels (2004) state that women with an education higher than primary level are five times more likely than literate women to be aware of and know about HIV/AIDS. Education offers an important measure of protection against HIV and other diseases. The MDG for universal primary education is estimated to prevent 700, 000 new HIV infections each year (MDG Monitor, 2007). It is claimed that education reduces the vulnerability of girls, and each year of schooling offers greater protective benefits. Education is the best vaccine against HIV and Aids and other diseases it is also the most cost effective way to achieve the MDG of combating HIV/AIDS, malaria and other diseases. The seventh MDG is directed at ensuring environmental sustainability. Education for sustainable development (ESD) can help us to live sustainably. ESD is defined by UNESCO as the aims to help people to develop the attitudes, skills and knowledge to make informed decisions for the benefit of themselves and others, now and in the future, and to act upon these decisions. By providing education for environmental sustainability it also educates students on key issues including poverty reduction, sustainable livelihoods, global warming and climate change, gender equality, corporate social responsibility and the protection of indigenous cultures (TeachMDGs, 2010) ESD will allow individuals to make decisions that meet the needs of the present without compromising those of future generations. Education is essential for ensuring environmental sustainability. The eighth and final millennium development goal is directed at developing global partnerships for development. Developing countries financially cannot provide universal primary education for free to their people. Therefore a global partnership is needed to fill the financial gap for education so that globally the education-related development goals can be achieved. And if developing countries make education a priority they can then in turn boost their economy, which can help to achieve all of the millennium development goals. Teaching and learning in schools should aim to enhance skills, knowledge and behaviour related to the millennium development goals. Schools should plan their curriculum so that content covered increases the impact that education has on the MDGs. Such as, in order to combat child mortality and to alter female empowerment, curricula on cleanliness, sanitation, and measures to minimize contagious diseases. In the case of environmental sustainability the school should include programs such as the need to conserve water and trees. To improve the nutritional status of the students the school can introduce meal programs to ensure the students have atleast one nutritional meal each day. Schools can also promote gender equality by the different roles that school leaders take. Positive behaviours aimed at achieving the MDGs can be learned and reinforced throughout education. By introducing adult education and literacy programs for both men and women can provide opportunities for employment, improving labour productivity and introducing programs such as water and sanitation. The impact of adult education for women can result in lower child mortality rates and higher levels of maternal health. With the completion of secondary education women are more likely to seek out antenatal care and better medical treatment, are more likely to send their children to school, and have greater economic opportunities that will alleviate poverty and hunger. All in all adult education in occupational and life skills will positively impact the millennium development goals. 2010 should not be the beginning of the new and uncertain journey towards the millennium development goals, rather it should be the refueling point on this voyage that has been going on for the past ten years. The next five years complete the journey in achieving the MDGs by 2015. With the implementation of the millennium development goals in school curriculums globally the plan to reach the destination should be achievable.

Integrins : Cell Movement :: Biology Cell Migration

Cell Migration We are all familiar with the workings of muscles, and we all know how to walk and move around. But did you know that some of the cells in your body are moving around too? * Cell migration is a critical process for every type of living organism. Cells in the body will often move from place to place to complete their functions. The process of cell migration is important in such things as wound repair and cell differentiation. * Understanding cell migration is also an important part of cancer research. In cancer, cells that normally would not migrate start to move. This is called metastasis, and is the difference between a benign and malignant cancer. Understanding how cells migrate can help us find new cures for cancer and better understand the body. Integrins So, how do cells move exactly? That is indeed a very complicated question, however it can surely be said that no migration could take place without an interesting set of proteins called Integrins. These proteins are so named because they integrate the function of the cell with the outside world. This exterior region is generally known as the Extracellular Matrix, or ECM. The ECM is composed of a wide variety of different molecules that "fill in the space" between cells. Integrins are transmembrane proteins which bind ligands found in the extracellular matrix. They exist in cells as "heterodimers." This means they are 2 separate interacting polypeptide chains which are not the same. Here is a drawing of what integrins look like: The shape of integrins are what is known as a beta barrel. This means that the polypeptide chain wraps around in a barrel shape. This allows the integrin to bind more easily to the extracellular matrix. How Integrins Work Integrins can be thought of as velcro on the surface of the cell. When the cell is at rest, most of the integrins are inactive, that is to say they are present, but do not bind the ligands present in the ECM. Here is a representation of how this works: When the cell decides to move, it turns on integrins in certain places, and turns them off in other places. Where this takes place depends on which direction the cell wants to move! Integrins on the "front" of the moving cell grip tightly to the ECM, pulling the cell forward.

A Man Named Dave Essay

A Man Named Dave, by Dave Pelzer is the story of hope and eventual love and how a child called â€Å"It† finally found himself as a man free at last, after early childhood experiences as the son of a brutal, alcoholic mother. When his father is dying of cancer, Dave attempts to reestablish contact with him, he spends innumerable hours with his father, trying to disentangle in his mind the broken family relationships. Much later, after his mother’s death, Dave realizes that his mother’s maniac actions were picked up from her own childhood experiences. Having rushed into marriage Dave enjoys the son that was born, and is determined that his child will never know the disapproval he felt as the child called â€Å"It. † I find Dave Pel . . . zer admirable because he demonstrates remarkable qualities, such as independence, determination, and courage- quality’s I would like to strengthen in myself. After a horrible childhood, he strives for the best he can do all by himself, not depending on others to help him. One day you’ll see, I’m going to make something of myself. He becomes an in-flight fueling technician for the Air Force, a highly regarded job. Dave has displayed a lot of courage, being fearless and brave, in his trilogy; courage to survive, courage to make it on his own and various others. With his determination to succeed from his setbacks, and gain power from his calamity’s Dave is the man he is today. Independence means to me being able to make it on your own, and not having to depend on others. Another display of his independence (is his desire to be standing on his own two feet) when he gave to his mother his statement to be independent â€Å"All those years you tried your best to break me, and I’m still here. Another is being able to go back to his father who deserted him when Dave needed his father most. His courage to be able to deal with his past, and start a new life is one good example of his courage. Dave’s father didn’t protect Dave from his mother. But his wonderful trait of determination, which is never giving up and going for your goals and not quitting until you’ve achieved it, pulls him past these obstacles in his journey for recognition. Dave Pelzer strongly demonstrates independence in A Man Named Dave, and his life. Dave demonstrates independence by being capable of starting over a new life on his own.

David Reimer Psychology Paper Essay

In the summer of 1965 at a hospital in Winnipeg, Canada. Janet Reimer gave birth to identical twins, Bruce and Brian. The two twin boys were born healthy, but at the age of six months both twin boys had difficulty urinating. At that time the doctors recommended that Bruce and Brian undergo circumcision in order to solve the problem. Unfortunately for Bruce the medical team used an unconventional technique of cauterization involving an electric burning device called electrocautery needle instead of a standard scalpel. During this operation Bruce’s penis was destroyed. The Reimer family was devastated with the mutilation of Bruce’s penis. During the following months they searched for answers through numerous medical specialist, but there was no hope, they assumed Bruce was going to live the rest of his life lacking the male genital organ. The parents then visited John Money, a Johns Hopkins University Psychologists. Dr. Money was a pioneer in the field of sexual developme nt at the time. He then suggested to the Reimer’s that they could turn their baby son into a baby girl. Dr. Money developed a theory on nature vs. nature and how these twin forces affect whether we think of ourselves as a girl or a boy. He thought that genes are important but as far as gender is concerned the baby is essentially neutral in the first two years of life. Schillo (2011) stated that â€Å"He promoted the theory that a child’s gender identity was determined by environmental variables such as the social conditions in which the child is raised. This idea is a form of the â€Å"nurture theory† of development. A competing view is the so-called â€Å"nature theory†; that is, the idea that a person’s innate qualities are determined solely by biological mechanisms.† Dr. Money fundamentally advocated the view that a feminine identity could be developed by rearing a child as a girl. Money saw this as a perfect experiment. He failed to tell the Janet and Ron Reimer that the true intentions of him convincing them to do a gender change was to prove that nurture, not nature, determined gender identity. Therefore for his own selfish gain he decided to use Bruce and Brian; two twin boys (one believing they were a girl) raised by the same people and treated in the exact same way. This allowed him to use them for his private case study to experiment on Bruce while using Brian as control. At the age of 21 months Bruce underwent surgery for castration.  Bruce was now Brenda, and Janet and Ron Reimer were told to raise her as a female. Money gave strict orders that it was forbidden to tell anyone including the twins that Bruce was a girl. They proceeded to raise her as a girl and not tell her or anyone else about her medical history. The Reimer’s accepted their child as a daughter and continued to give Brenda the hormonal supplements. In spite of their efforts at the age of 7 Brenda began to act in a masculine way. She rejected all types of toys, dolls, dresses. She started to mimic her father’s actions as opposed to her mothers. She felt more and more like a boy physicall y and mentally, and she wasn’t the only one who felt that way. Her twin brother Brian stated that â€Å"The only difference between him and Brenda was that she had longer hair†. She continued rejecting the fact that she was a female. Eventually she wanted to stand up while urinating and she had no intention in accepting a feminine identity. When Brenda was 14 years old, she continued rejecting the feminine identity that was forced upon her. She also tried multiple suicide attempts and her parents had no other decision but to tell her the truth. She immediately decided to become a boy again therefore she cut her hair and named herself David. David wanted to recapture the masculinity. So he agreed to undergo a double mastectomy to remove breast that were caused by estrogen, and a series of surgeries to get his male gentiles back. He also received injections of testosterone to restore all of his masculine body features. David continued being a teenage boy and he was accepted and had friends and even engaged in young women. Eventually he even got married and had children. He seemed to be in a good place in his life. In 1997 David decided to go public with his story and Dr. Money would get immense criticism from the scientific community for the impeccable lies he has told. Unfortunately David had suffered from severe depression. In 2002 Brian (David’s twin brother) overdosed on drugs to treat for his schizophrenia. It looks like Dr. Money’s therapy sessions scarred him for life as well. Especially because of the fact that at a young age he was being photographed naked and even Dr. Money acted in a pedophile way and had the twins involved in sexual activities. Two Years later after Brian overdosed, David committed suicide and the reason will forever be unknown if it was the result of John Money’s experiment â€Å"The John/Joan Case Study†. In my opinion I believe that this topic is important because this was a major study that was falsely  stated as a success in which happene d to be a complete failure. It also proves that whatever gender you were born with is you. You may be able to change that physically to a certain extent but you cannot change you gender completely, you have the feelings, and traits as your se (Schillo, 2011) (Hausman, 2001) (Kate, 2012)x gender would have. This case study was completely unethical. The Reimer’s were unaware of the experiment that was going on therefore they were deceived by John Money. The Reimer’s honestly thought that a sex change was the only option for Bruce instead it was a set up. Although on Money’s behalf they were perfect for the experiment. Although Bruce was a baby he never gave his consent to have a sex change or be involved in Dr. Money’s experiment. This is something that Bruce should have been a part of. The constant decisions of others affected his life. As a psychologist he should have been ethical and respected the rules of ethics and perhaps found other ways of conducting his research rather than doing something that was completely illegal. This didn’t just ruin the lives of this whole family but it ultimately lead to the death of the twins Bruce (David) and Brian. This had to be the most unethical study in history. I would investigate this issue by using someone who was born as a hermaphrodite and studying their gender roles. Although the findings from the gender roles are biologically innate, with nature overruling nurture. Works Cited Hausman, B. (2001). EBSCOHOST. Retrieved from Bellevue College: http://web.a.ebscohost.com.ezproxy.bellevuecollege.edu/ehost/pdfviewer/pdfviewer?sid=b1aa844a-8347-4385-a6c5-4ca7e48e8bd0%40sessionmgr4002&vid=12&hid=4109 Kate, S. (2012, April 28). David Reimer. Retrieved from Samantha Kate Psychology: http://samanthakatepsychology.wordpress.com/2012/04/28/david-reimer-possibly-the-most-unethical-study-in-psychological-history/ Schillo, K. (2011, November 16). Nature vs Nurture. Retrieved from Science Cases: http://sciencecases.lib.buffalo.edu/cs/files/gender_reassignment.pdf

The Stamp Act of 1765 Essays - Stamp Act, Thirteen Colonies, Tax

The Stamp Act of 1765 Essays - Stamp Act, Thirteen Colonies, Tax The Stamp Act of 1765 is a parliamentary act of Great Britain that touched upon the colonies of British America. This document was based on the imposition of the direct tax on the Thirteen Colonies. The main idea of this document was to make British colonies print their books, newspapers, playing cards and other printed materials on the stamped paper that was produced in London. The Crown made this decision to improve its financial condition, because the treasury of Great Britain required gold. Obviously, the Parliament decided to impose taxes on the countrys colonies. It was impossible to print the smallest announcement without the stamp of the Crown. It is natural that this policy was met violently. People were not ready to such unexpected and meaningless taxes and they protested furiously. The Stamp Act of 1765 caused severe protests in all cities of British America. People could not bear the fact that they did not have their own representatives in the Parliament of Great Britain. Consequently, they did not have the opportunity to influence the structure and character of taxation and its usefulness and sensibility. There were spontaneous demonstrations and rallies in all colonies. The biggest rally was in Boston, where furious crowd destroyed a vice governors mansion. Naturally, London decided to resolve this conflict and repealed this Act on 1766. It does not worth mentioning that the Parliament imposed many other similar taxes afterwards, but the colonies opposed them in the same manner. It is possible to say that such a united and cohesive attitude towards the pressure of colonists maintained the process of struggle for independence. The Stamp Act of 1765 is a good subject for analysis, because it illustrates the meaningless of colonial policy. One is able to read about this Act in the reliable sources in order to improve his knowledge about this event. Then, it is important to think about the cause of taxation in the context of the financial condition of Great Britain. One should think about the origin of such documents and their influence on the colonies and their people. Students ought to demonstrate the effect of taxation and summarize their research wisely. It is smart to clarify the importance of this event for the history of the USA.

Impress Your Reader With Your Message, Not Your Vocabulary

Impress Your Reader With Your Message, Not Your Vocabulary In classic literature, it seemed that critics thought the bigger the words, the better the writer. While the classics certainly have their place in literary history, chances are that your essays, resumes, cover letters, theses, marketing communications, novels or short stories are more likely to be read and judged by a much more targeted, and thus much smaller, audience.Beware the 10-lb. word in a 5-lb. sackWords are wonderful, magical tools for any writer, and there is great temptation to branch out from our vocabulary comfort-zone, to experiment with what we consider to be intellectual or smart-sounding phrases. Your message to your reader will be interrupted by the shock of an ill-fitting word or phrase that is obviously not part of your regular speech but instead, a substitute plucked from Rogets Thesaurus. The teacher, professor, customer or employer reading your document is interested in your message; you will lose their interest quickly if the flow of your writing (and their r eading) is sprinkled with unnecessary multi-syllable or archaic words.Objective editing produces better writingLets assume you have a writing project – an essay. You have selected a topic, researched your background material, formulated your opinions on the subject and produced the first draft. Your next three steps are crucial to creating the best essay you can write: 1) Edit the text; 2) Edit the text again; 3) Read the text as if you were a child, and edit the text again. If you find words or phrases that seem out of place or could be simplified for clearer understanding, get your red pencil moving! What seems out of place to you could come across to your reader as pompous and, worse yet, could cause your reader to discount any genuine ideas you may be trying to explain.Write as you speakNaturally, formal writing will be more structured than conversation; nevertheless, everything you write should impart your personality, your intelligence and your sense of humor where appr opriate. This is more difficult for English-as-second-language writers, who have a tendency to select grander-sounding words in English than in their own language. As these writers become more familiar with casual English and interact more with English-speaking associates, it is an editors delight to see their written communication become much more natural and less dependent upon big words.Put this tip to work for youBelow is an example from a resume of an introductory paragraph that cries out for simplification. As a practice exercise, identify the roadblocks to understanding and re-phrase as needed without losing the intent of the message. While this is an obviously absurd example, you should approach all of your writing with the same critical eye and the pledge to make your end-product the best it can be.Career Objective: To capitalize on my abundant scholastic and professional sagacity in marketing communications, all the while achieving equanimity between Advertising and Public Relations, ensuring my effectiveness and contributory value to my prospective employer.Small words to write byIf you remember nothing else from my writing tips, burn these three words on your brain: Keep it simple. While you should always strive to improve your vocabulary, you do not want your reader fumbling through the dictionary instead of absorbing your message. The best advice for would-be writers is evidenced by successful modern authors – their use of words, flow of content, clarity of subject and variety of expressions – hence, the more you read, the more you learn about writing, and the most valuable lesson is: Build your vocabulary and improve your writing, but leave the ten-dollar words to Shakespeare!

Mollusk Facts

Mollusk Facts Mollusks may be the most difficult animal group  for the average person to wrap their arms around: this family of  invertebrates  includes creatures as widely divergent in appearance and behavior as snails,  clams, and cuttlefish. Fast Facts: Mollusks Scientific Name: Mollusca (Caudofoveates, Solanogastres, Chitons, Monoplacophorans, Scaphopods, Bivalves, Gastropods, Cephalopods)Common Name: Mollusks or molluscsBasic Animal Group: Invertebrate  Ã‚  Size: Microscopic to 45 feet in lengthWeight: Up to 1,650 poundsLifespan: Hours to centuries- the oldest is known to have lived over 500 yearsDiet:  Mostly herbivore, except for cephalopods who are omnivoresHabitat: Terrestrial and aquatic habitats on every continent and ocean in the worldConservation Status: Several species are threatened or endangered; one is extinct Description Any group that embraces  squids, clams, and slugs present a challenge when it comes to formulating a general description. There are only three characteristics shared by all living mollusks: the presence of a mantle (the rear covering of the body) that secretes calcareous (e.g., calcium-containing) structures; the genitals and anus opening into the mantle cavity; and paired nerve cords. If youre willing to make some exceptions, most mollusks can also be characterized by their broad, muscular feet which correspond to the tentacles of cephalopods, and their shells (if you exclude cephalopods, some gastropods, and the most primitive mollusks). One type of mollusk, the aplacophorans, are cylindrical worms with neither shell nor foot. Getty Images Habitat Most mollusks are marine animals that live in habitats from shallow coastal areas to deep waters. Most stay within the sediments at the bottom of water bodies, although a few- such as cephalopods- are free swimming. Species There are eight different broad categories of mollusks on our planet. Caudofoveates  are small, deep-sea mollusks that burrow into soft bottom sediments. These worm-like animals lack the shells and muscular feet characteristic of other mollusks, and their bodies are covered with scale-like, calcareous spicules.Solanogastres, like caudofoveata, are worm-like mollusks that lack shells. These small, ocean-dwelling animals are mostly blind, and either flattened or cylindrical.Chitons, also known as polyplacophorans, are flat, slug-like mollusks with calcareous plates covering the upper surfaces of their bodies; they live in intertidal waters along rocky coastlines worldwide.Monoplacophorans are deep-sea mollusks equipped with cap-like shells.  They were long believed to be extinct, but in 1952, zoologists discovered a handful of living species.Tusk shells, also known as scaphopods,  have long, cylindrical shells with tentacles extending from one end, which these mollusks use to rope in  prey from the surrounding water.Bivalves are characterized by their hinged shells and live in both marine and freshwater habitats. These mollusks have no heads, and their bodies consist entirely  of a wedge-shaped foot. Gastropods  are  the most diverse family of mollusks,  including over 60,000 species of  snails and slugs that live in marine, freshwater, and terrestrial habitats.  Cephalopods, the most advanced mollusks, include  octopuses, squids, cuttlefish, and nautiluses. Most of the members of this group either lack shells, or have small internal shells. A tusk shell. Getty Images Gastropods or Bivalves Of the roughly 100,000 known mollusk species, about 70,000 are gastropods, and 20,000 are bivalves or 90 percent of the total. It is from these two families that most people derive their general perception of mollusks as small, slimy creatures equipped with calcareous shells. While the snails and slugs of the gastropod family are eaten the world over (including as escargot in a French restaurant), bivalves are more important as a human food source, including clams, mussels, oysters, and other undersea delicacies. The largest bivalve is the giant clam (Tridacna gigas), which reaches a length of four feet and weighs 500 pounds. The oldest mollusk is a bivalve, the ocean quahog (Arctica islandica), native to the northern Atlantic and known to live at least 500 years; it is also the oldest known animal. Bright yellow banana slug. Alice Cahill/Getty Images Octopuses, Squids, and Cuttlefish Gastropods and bivalves may be the most common mollusks, but cephalopods (the family that includes octopuses, squids, and cuttlefish) are by far the most advanced. These marine invertebrates have astonishingly complex nervous systems, which allows them to engage in elaborate camouflage and even display problem-solving behavior- for example, octopuses have been known to escape from their tanks in laboratories, squish along the cold floor, and climb up into another tank containing tasty bivalves. If human beings ever go extinct, it may well be the distant, intelligent descendants of octopuses that wind up ruling the earth- or at least the oceans! The largest mollusk in the world is a cephalopod, the colossal squid (Mesonychoteuthis hamiltoni), known to grow to between 39 and 45 feet and weigh up to 1,650 pounds.   548901005677/Getty Images Diet With the exception of cephalopods, mollusks are by and large gentle vegetarians. Terrestrial gastropods like snails and slugs eat plants, fungi, and algae, while the vast majority of marine mollusks (including bivalves and other ocean-dwelling species) subsist on plant matter dissolved in the water, which they ingest by filter feeding. The most advanced cephalopod mollusks- octopuses, squids, and cuttlefish- feast on everything from fish to crabs to their fellow invertebrates; octopuses, in particular, have gruesome table manners, injecting their soft-bodied prey with venom or drilling holes in the shells of bivalves and sucking out their tasty contents. Behavior The nervous systems of invertebrates in general (and mollusks in particular) are very different from those of vertebrate animals like fish, birds, and mammals. Some mollusks, like tusk shells and bivalves, possess clusters of neurons (called ganglions) rather than true brains, while the brains of more advanced mollusks like cephalopods and gastropods are wrapped around their esophagi rather than isolated in hard skulls. Even more weirdly, most of the neurons of an octopus are located not in its brains, but in its arms, which can function autonomously even when separated from its body. The mouth of a limpet. Getty Images Reproduction and Offspring Mollusks generally reproduce sexually, although some (slugs and snails) are hermaphrodites, they still must mate to fertilize their eggs. Eggs are laid singly or in groups within jelly masses or leathery capsules. The eggs hatch into veliger larva- small, free-swimming larvae- and metamorphose into different stages, depending on the species.   Evolutionary History Because modern mollusks vary so widely in anatomy and behavior, sorting out their exact evolutionary relationships is a major challenge. In order to simplify matters, naturalists have proposed a hypothetical ancestral mollusk that displays most, if not all, of the characteristics of modern mollusks, including a shell, a muscular foot, and tentacles, among other things. We dont have any fossil evidence that this particular animal ever existed; the most any expert will venture is that mollusks descended hundreds of millions of years ago from tiny marine invertebrates known as lophotrochozoans (and even that is a matter of dispute). Extinct Fossil Families Examining the fossil evidence, paleontologists have established the existence of two now-extinct classes of mollusk. Rostroconchians lived in the worlds oceans from about 530 to 250 million years ago, and seem to have been ancestral to modern bivalves; helcionelloidans lived from about 530 to 410 million years ago, and shared many characteristics with modern gastropods. Somewhat surprisingly, cephalopods have existed on earth ever since the Cambrian period; paleontologists have identified over two dozen (much smaller and much less intelligent) genera that plied the worlds oceans over 500 million years ago. Mollusks and Humans Wayne Barrett Anne MacKay / Getty Images Over and above their historical importance as a food source- especially in the far east and the Mediterranean- mollusks have contributed in numerous ways to human civilization. The shells of cowries (a type of small gastropod) were used as money by Native Americans, and the pearls that grow in oysters, as the result of irritation by sand grains, have been treasured since time immemorial. Another type of gastropod, the murex, was cultured by the  ancient Greeks for its  dye, known as imperial purple, and the cloaks of some rulers were woven from long threads secreted by the bivalve species Pinna nobilis. Conservation Status There are over 8,600 species listed in the ICUN, of which 161 are considered Critically Endangered, 140 are Endangered, 86 are Vulnerable, and 57 are Near Threatened. One, the Ohridohauffenia drimica was last seen in 1983 in springs feeding the River Drim in Macedonia, Greece and was listed as extinct in 1996. Additional surveys have failed to find it again. Threats The vast majority of mollusks live in the deep ocean and are relatively safe from the  destruction of their habitat and depredation by humans, but thats not the case for freshwater mollusks (i.e., those that live in lakes and rivers) and terrestrial (land-dwelling) species. Perhaps not surprisingly from the perspective of human gardeners, snails and slugs are most vulnerable to extinction today, as they are systematically eradicated by agriculture concerns and picked off by invasive species carelessly introduced into their habitats. Just imagine how easily the average house cat, used to picking off skittering mice, can devastate a near-motionless colony of snails. Lakes and rivers are also prone to the introduction of invasive species, particularly mollusks which travel attached to international seagoing ships. Sources Sturm, Charles F., Timothy A. Pearce, ngel Valdà ©s (eds.). The Mollusks: A Guide to Their Study, Collection, and Preservation. Boca Raton: Universal Publishers for the American Malacological Society, 2006.  Fyodorov, Averkii, and Havrila Yakovlev. Mollusks: Morphology, Behavior, and Ecology. New York: Nova Science Publishers, 2012. Mollusk Facts Mollusks (Mollusca) is a taxonomic phylum that contains a diverse array of organisms, including snails, sea slugs, octopuses, squid, and bivalves such as clams, mussels, and oysters. Between 50,000 and 200,000 species are estimated to belong to this phylum. Imagine the obvious differences between an octopus and a clam, and youll get an idea of the diversity among mollusks. Fast Facts: Mollusks Scientific Name: Mollusca: Gastropoda, Bivalvia, Cephalopoda, Monoplacophora, Scaphopoda, Aplacophora, PolyplacophoraCommon Names: Snails, sea slugs, octopuses, squid, and bivalvesBasic Animal Group: InvertebrateSize: Varies from 0.04 inch (solenogasters and gastropods) to 4 feet (giant clam)  Lifespan: 3 years to over 500Diet:  Carnivore or herbivoreHabitat: Oceans and coastal waterways worldwidePopulation: UnknownConservation Status: Most are classified as Least Concern; mollusks make up nearly one-fourth of all marine animals on Earth.   Description Mollusks have a shell and soft body and usually have a distinguishable head and foot region. Some may have a hard covering, or exoskeleton. Mollusks also have a heart that pumps blood through their blood vessels, digestive system, and a nervous system. In addition to a shell, most mollusks have a muscular foot for creeping or burrowing, and some have a head with sense organs. Their soft body includes lungs or gills for breathing and digestive and reproductive parts. These are surrounded by a skin-like organ called the mantle. Mollusks also have bilateral symmetry- one side is a mirror image of the other- and can have one or two shells. Their organs are in a fluid-filled cavity; indeed, the very word mollusk in Latin means soft. The upper body, or the mantle, is a thin, muscular sheet that covers the internal organs. Most mollusks, particularly those with shells, also have gills in the central part of their body cavity. Despite looking fragile, mollusk shells are quite hard. Scientists are even studying nacre, a material found in mollusk shells, to develop materials that are stronger and lighter than steel. Puneet Vikram Singh, Nature and Concept photographer/Getty Images Habitat and Distribution Mollusks- snails, sea slugs, octopuses, squid, and bivalves- are found in habitats ranging from freshwater lakes and rivers to shallow coastal waters to the deepest parts of the oceans, worldwide. Most live in the bottom sediments, though cephalopods are primarily free-swimming species; some snails and clams are terrestrial. Species Mollusks belong to the kingdom Animalia and there are tens of thousands of invertebrates that fit into the Mollusca phylum. New ones are still being discovered, and researchers continue to modify the number and grouping classifications. One common schema used by researchers includes seven classes: Gastropoda (snails and slugs)  Bivalvia (clams, scallops, oysters, mussels)  Cephalopoda (squid, octopi, nautilus)Monoplacophora (limpets)  Scaphopoda (tusk shells)  Aplacophora (shell-less, worm-like animals)  Polyplacophora (chitons)  Ã‚   Diet and Behavior Many mollusks feed using a radula, essentially a series of teeth on a cartilage base. The radula can be used for complex tasks, from grazing on marine algae or drilling a hole in another animals shell. The radula scrapes tiny plants and animals off rocks or tears food into chunks. The adoption of different feeding habits appears to have had a major influence on molluscan evolution, according to the University of California Museum of Paleontology: The change from grazing to other forms of food acquisition is one of the major features in the radiation of the group. Based on our current understanding of relationships, the earliest mollusks grazed on encrusting animals and detritus. Since mollusks are such a wide-ranging phylum, its helpful to look at how one of the organisms that belong to this group feeds and how it captures its prey. Consider the deadly blue-ringed octopus. This mollusk hunts small crabs and shrimp during the day, but it will eat bivalves and small fish if it can catch them. The octopus pounces upon its prey, using its tentacles to pull its catch toward its mouth. Then, its beak pierces the crustaceans exoskeleton and delivers the paralyzing venom. The venom is produced by bacteria in octopus saliva, a combination of tetrodotoxin, histamine, taurine, octopamine, acetylcholine, and dopamine. Once the prey is immobilized, this mollusk uses its beak to tear off chunks of the animal to eat. The saliva also contains enzymes that partially digest flesh, so that the octopus can suck it out of the shell. The blue-ringed octopus is immune to its own venom. Reproduction and Offspring Some mollusks have separate genders, with males and females represented in the species. Others are hermaphroditic, which means they have both male and female reproductive organs. The mollusk life cycle varies greatly among different classes of mollusks and among species within classifications. Squids reproduce sexually: The females lay fertilized eggs in the water which hatch into larvae and then develop on their own. Octopuses do the same, except the females carry the eggs with her until they hatch. Clams, mussels, and oysters produce larvae that drop through the sea water and attach to a host to grow to maturity on. The hosts are usually fish, but oysters prefer the shell of an adult oyster. Land snails are hermaphrodites that mate and both partners produce fertilized eggs. The eggs are deposited in the soil; they hatch with a shell but most consume calcium to make it harden.   Mollusks and Humans The primary use that humans have for mollusks and the rest of ocean-living animals is their ability to filter large quantities of water, up to 10 gallons each. Mollusks are also important to humans as a food source- especially in the Far East and the Mediterranean- and have contributed in numerous ways to human civilization. The shells of cowries (a type of small mollusk that belongs to the gastropod family) were used as money by Native Americans, and the pearls that grow in oysters, as the result of irritation by sand grains, have been treasured for centuries. Another type of mollusk, the murex, was cultured by the  ancient Greeks for its  dye, known as imperial purple, and the cloaks of some rulers were woven from long threads secreted by the bivalve species (twin-shelled mollusks)  called Pinna nobilis. Culturing Tahitian pearls. CampPhoto/Getty Images Conservation Status Over 8,600 molluscs are listed in the IUCN Red List, most classified as Least Concern or Data Deficient, although many are threatened or endangered. The phylum represents nearly one-fourth of all the species on the planet. Threats Increasing levels of carbon dioxide are raising the pH level of the worlds oceans, which in turn, increases the acidity of these bodies of water. This greatly weakens mollusks otherwise strong shells and even makes it difficult for them to produce shells in the first place, threatening their survival. If mollusks begin to die out in mass, then fish and other animals that feed off of them may suffer. Northeastern University marine biologist Brian Helmuth gives the example of the common mussel, a member of the family of bivalve mollusks. In addition to the problem of increased acidity in the oceans, which, as noted, makes it harder for these mollusks to produce shells, the increasing temperatures of the oceans and even the sand and air on the surrounding beaches can mean a death sentence for mussels. â€Å"You are sitting there in the blazing sun, you’re not going to be able to move,† Helmuth says. â€Å"You can’t escape the heat, you can’t escape the sun, you can’t go into a crevice like ... a crab.† Mussels can literally start to cook on the rocks if they get too hot. Helmuth adds that global warming is shrinking the habitat in which mussels and other mollusks can live. And since mollusks are such an integral part of the food chain, that could eventually affect many other animals that depend on them for sustenance. Sources Beeler, Carolyn. To Understand Climate Change, Look at it From a Mussels Perspective. PRIs The World, April 25, 2017.Martinez, Andrew J. Marine Life of the North Atlantic. Aqua Quest Publications, Inc.: New York, 2003.The Mollusca. University of California Museum of Paleontology.â€Å"Molluscs.†Ã‚  Biology Education.Mollusks. Factmonster.Phylum: Mollusks. Mollusk Science.Salvini-Plawen, Luitfried. â€Å"Mollusk.†Ã‚  Encyclopà ¦dia Britannica, Encyclopà ¦dia Britannica, Inc., 13 Apr. 2018,

Wind and Solar Energy Essay Example | Topics and Well Written Essays - 250 words

Wind and Solar Energy - Essay Example Hence, they both need a storage mechanism to store the excess power obtained when the wind and the sun are available. Usually, the storage mechanism is a battery system, like the lithium-ion batteries. Nevertheless, differences exist between these two energy sources. Availability of the two power sources brings about a difference between them. The difference is that, solar power is only available during the day. On the other hand, wind power can be available throughout the day for as long as he wind is blowing. The methods of obtaining the two also differs in that; wind power is obtained mechanically with the aid of turbines while solar power is obtained through solar panels that convert sunlight to electricity. The differences and similarities given show that, renewable energy is feasible and it can be used to build green economies worldwide. It provides man with diverse means to obtain energy. The two renewable energy sources complement each other and can be used to provide energy in diverse weather

HRM Essay Example | Topics and Well Written Essays - 500 words

HRM - Essay Example Berger & Berger (2003) suggest three ways to drive an organisation's success. The first strategy is to identify, select and cultivate the best talents; the second is to cultivate 'backups' for highly qualified people, so that in the event of the most qualified leaving the organisation the organisation does not suffer and finally "allocate resources to employees based on actual and/or potential contribution to organizational excellence". There are a number of issues that going to be a challenge for the corporate managers to manage talent within their organisations. The strategies, policies and practices of the corporate management have to be overhauled in light of increasing global labour force, virtual workplaces, race, culture and age of the employees. In addition to this the proliferation of the internet could give access for those who seek job opportunities elsewhere (CIPD 2006). Retaining talent will be the key agenda for any corporate and to achieve this lot of companies have to be revamped. Revamping may not be that easy considering the existing work ethics that have been in place.

Reactivity of M-C bonds and catalytic formation of heterocycles Essay

Reactivity of M-C bonds and catalytic formation of heterocycles - Essay Example This branch deals with the synthesis, properties and application of heterocyclic compounds and their derivatives. Heterocyclics are largely categorized as unsaturated and saturated heterocyclics, depending on their structures(Pfaltz&Drury, 2004). The saturated heterocyclics have been noticed to behave like their acyclic derivatives. The core focuses of heterocyclic compound studies are the unsaturated derivatives of 5- and 6- membered rings, their applications and their predominance of low-numbered rings. Among the 5- and 6-membered unsaturated heterocyclics are pyridine, thiophene, pyrrole and furan. Similarly studied to a large extent are benzene-fused rings of these 5- and 6- membered unsaturated heterocyclics(Nakamura et al., 1998). These benzene-fused derivatives are quinoline, benzothiophene, indole, and  benzofuran for pyridine, thiophene, pyrrole, and furan respectively. The following are structures of a heterocyclic and a homocyclic compounds namely pyridine, a heterocycli c and cyclo-octasulfur, a homocyclic compound. From the structures of these compounds it is evident that the C-H bond is quite important in their reactions. In fact, it is the activation of this C-H bond that allows for the formation and introduction of other functionality groups/bonds such as M-C or C-C bonds to heterocyclic compounds(Benudhar et al., 2013). Pyridine Cyclo-octasulfur, The core theme in organometallic chemistry is the construction and transformation of metal-carbon bonds. Consequently, most of researches and literatures seem to focus on the traditional M-C bonds formed using the tetravalent carbon bond. However, fewer researchers have concentrated on non-traditional M-C bonds, often referred to as M-C cage bonds, which are found in carborane cages in which the carbon is hypervalent(Nakamura et al., 1998). This paper explores the reactivity of M-C bonds and outlines a plan for the catalytic formation of heterocyclics via the catalytic activation of the M-C bond. Spec ifically, the aim of this paper is the synthesis of some ligands that contain heterocycles or vinyl groups that can undergo C-H activation to form cyclometallated complexes(Benudhar et al., 2013). Further, the paper investigates the reactivity of the cyclometallated complexes with alkynes and alkenes. Thus, the goal is to assess the relative reactivity of different types of M-C bonds. One of the methods used in the catalytic synthesis of heterocycles is the amphibilic metal ligand activation (AMLA). In the AMLA process, the steps in the activation of the C-H bond entail the use of an electrophilic metal in combination with a deprotonation using an intramolecular base, frequently acetate. Chiral ligands are chemical compounds adapted for and largely used in the asymmetric synthesis of heterocyclic compounds. Chiral ligands are pure organic enantiomers that combine with metallic centers through the process of chelation to yield asymmetric catalysts(Nakamura et al., 1998). It is this c atalyst that later engages in the chemical reaction in which the chirality of a ligand is transferred to the product of the reaction. That is, while initially the ligand is chiral, at the end of the reaction, it is the product, which is chiral. In model situations or reactions, one equivalent catalyst

International Trading and Financial Systems Essay

International Trading and Financial Systems - Essay Example presence in the UK. In 1998, it became the first British retailer to reach a pre-tax profit of over one billion pounds. After peaking in 1997-98, a slump in profits began to take place around 1999 which started while Sir Richard Greenbury was the Chairman. Profit margins were pushed to untenable levels and customer loyalty was seriously eroded. In an increasingly competitive and more globally outsourced retail business, the aging and bureaucratic Marks and Spencer which had based its image on being a traditional British retailer, was no longer able to compete with its business rivals. There was a belated switch to overseas suppliers as rival retailers increasingly imported their goods from low cost countries. This undermined a core part of its appeal to the British public. Its refusal to accept credit cards in its stores apart from the company's own charge card played a part in falling profits. It failed to analyze the market needs of the younger customer and cater to a more diverse section of the public. As a result of these shortsighted policies, its profits fell from 1 billion pounds to 145 million pounds by 31st March 2001. The share price fell by more than two-thirds. In 2004, the Arcadia Group tried to take over Marks and Spencer (Wikipedia 2008). A major corporate restructuring plan was announced on 29th March, 2001. This included a total focus on UK retail, expansion of home, food and beauty products, recovery plan for clothing, modernization of stores, improving pricing for value and longer store hours. Financial measures were implemented to bring about sustained growth and enhanced profitability in the company's future. These included renting store space instead of owning the property in the sale and... This paper analyzes the general economic factors that affect the market from which finance will be drawn also need to be considered. There has been an increased trend among economists to favour a finance system based model of macroeconomics.A strong financial system leads to overall growth of the economy, via domestic markets as well as international. Governments should have an effective monetary policy regarding exchange rates which affect international trade, as well as judicious policies regarding interest rates, taxation and the budget which will affect the investment and credit activities of banks and corporates. These will in turn affect the primary and secondary financial markets from which finance is being drawn. The government needs to monitor the economy, not through excessive deregulation or liberalization, but by exercising caution and some restraint, if needed. International capital flows via multinationals and foreign direct investment will benefit the international market. Short term loans and capital flows should not be used as a trade-off for long term financing which will bring about a stronger economy in the long run. It concluded that The UK Government can also educate the individual consumer about personal and public finance issues, thereby producing more financially capable individuals who can then play a more informed role in the financial future of the UK.

Principles of Care in Care Setting That Ensure Client Empowerment Assignment

Principles of Care in Care Setting That Ensure Client Empowerment - Assignment Example The paper will also dwell on the need of safeguarding client confidentiality and existing legislation that protects the sharing of such information to non-authorised persons. Another principle of care that will be discussed is the need to enable the client make informed choices and respect the human dignity of the client while offering personalised care attention. The paper will also focus on the ways in which different cultural beliefs and preferences of the clients may affect care delivery and suggest measures that care workers can implement in order to avoid cultural prejudices and stereotypes during care delivery. Client empowerments entails a process of change that enables people gain more information about themselves and take more control of their lives through identifying and working with others for the change. Empowerment is an interactive process that enables people experience personal and social change that facilitates people to influence the institutions and environments i n which they live. Ideally, client empowerment in care setting can be termed as a developmental process that entails the four stages of entry, advancement, incorporation and commitment. The entry stage in client empowerment is motivated events that affect an individual, immediate family or certain aspects that foster empowerment such as supportive peer relationships, mentoring and social or political relations. However, empowerment in a care setting can be initiated through orientation or counsel through helping individuals who seem powerless in the society by enabling them to understand the power dynamics at work, develop critical skills and capabilities to exercise control of their lives without interfering with the rights of others in the society.

Importance of Global Education in Promoting Better Relations Within Essay - 10

Importance of Global Education in Promoting Better Relations Within Society - Essay Example There has been some correspondence in terms of the things global education entails and its expected role in society. For example, comparing the works of Hicks, Pikes, and Selby in relation to global education may give some insight on the aspects involved in global education. Global education can be considered to be more focused on bringing change to society by improving levels of coexistence among people. However, its focus is not limited to a small geographical area but rather focuses on facilitating this change on global scales. In order to promote unity and peaceful coexistence, it important to create awareness on the importance of social justice, human rights and acceptance of cultural diversity. This focus of global education can be attributed to the need for the creation of a better future society. With peaceful coexistence, it is possible to unite the people from diversified cultures and regions in a cooperative way. This is to say that global education changes the general view of people in looking at different global issues and creates an open mind enabling its partakers to think from a more global platform. According to Pike global education impacts change on students enabling them to take charge of their future (2000, p.221; Selby). This is to say that global education fulfills the aspect of changing people’s point of view and encourages them to take up responsibilities. However, the change is not only at a personal level but also from a less individualistic point. This then creates the ability of global education to improve society. By charging partakers of global education to take responsibility for social and personal issues, people can be able to challenge different issues in the world especially those causing crisis. These issues may include policies and values in the society with inclusions of

Principles of Care in Care Setting That Ensure Client Empowerment Assignment

Principles of Care in Care Setting That Ensure Client Empowerment - Assignment Example The paper will also dwell on the need of safeguarding client confidentiality and existing legislation that protects the sharing of such information to non-authorised persons. Another principle of care that will be discussed is the need to enable the client make informed choices and respect the human dignity of the client while offering personalised care attention. The paper will also focus on the ways in which different cultural beliefs and preferences of the clients may affect care delivery and suggest measures that care workers can implement in order to avoid cultural prejudices and stereotypes during care delivery. Client empowerments entails a process of change that enables people gain more information about themselves and take more control of their lives through identifying and working with others for the change. Empowerment is an interactive process that enables people experience personal and social change that facilitates people to influence the institutions and environments i n which they live. Ideally, client empowerment in care setting can be termed as a developmental process that entails the four stages of entry, advancement, incorporation and commitment. The entry stage in client empowerment is motivated events that affect an individual, immediate family or certain aspects that foster empowerment such as supportive peer relationships, mentoring and social or political relations. However, empowerment in a care setting can be initiated through orientation or counsel through helping individuals who seem powerless in the society by enabling them to understand the power dynamics at work, develop critical skills and capabilities to exercise control of their lives without interfering with the rights of others in the society.

Strategic Thinker Essay Example for Free

Strategic Thinker Essay After reading through, the tactical planner and logistician. I would consider myself to be a strategic thinker. Strategy has never been more challenging, or more important, than in todays environment of global competition, in which, corporate strategies must transcend the borders of nations and markets. Too many organizations try to be everything to everyone, wasting resources in markets that may never provide a worthwhile return on investment. What is strategic thinker? The ability to come up with effective plans in line with an organizations objectives within a particular economic situation. Strategic thinking helps business managers review policy issues, perform long term planning, set goals and determine priorities, and identify potential risks and opportunities. Systems perspective; being able to understand implications of strategic actions. A strategic thinker always have a mental model of the complete end-to-end system of value creation, his or her role within it, and an understanding of the competencies it contains. Intent focused; more determined and less distractible than rivals in the marketplace. Crediting Hamel and Prahalad with popularizing the concept, Liedtka describes strategic intent as the focus that allows individuals within an organization to marshal and leverage their energy, to focus attention, to resist distraction, and to concentrate for as long as it takes to achieve a goal. Thinking in time means being able to hold past, present and future in mind at the same time to create better decision making and speed implementation. Strategy is not driven by future intent alone. It is the gap between today’s reality and intent for the future that is critical. Scenario planning is a practical application for incorporating thinking in time into strategy making. Hypothesis driven, ensuring that both creative and critical thinking are incorporated into strategy making. This competency explicitly incorporates the scientific method into strategic thinking. Intelligent opportunism; which means being responsive to good opportunities. The dilemma involved in using a well-articulated strategy to channel organizational efforts effectively and efficiently must always be balanced against the risks of losing sight of alternative strategies better suited to a changing environment. There are two types of strategic approach: Emergent Strategy: Emergent strategy, on the other hand, is characterized by recursive learning loops, as an organization sets about on a course and then senses and reacts to opportunities that may not have been recognized at the onset. Deliberate Strategy: Deliberate strategy is process driven. Traditional calls for strategic planning indicate a desire for an analytic and somewhat linear approach to strategy. Importance of a strategic thinker The purpose of Strategic Thinking is to create a strategy that is a coherent, unifying, integrative framework for decisions especially about direction of the business and resource utilization. To do it, Strategic Thinking uses internal and external data, qualitative synthesis of opinions and perceptions. It is conscious, explicit, and proactive and defines competitive domain for corporate strategic advantage. Strategy is a key outcome of a relevant strategic thinking process. Tregoe and Zimmerman outlined the relationship between strategy and operations in their work on strategy, Top Management Strategy: What It Is and How To Make It Work Strategic Decisions: The object of strategy is to bring about advantageous conditions within which action will occur. In the military context, this means positioning forces for best advantage and judging precisely the right moment to attack or withdraw. Strategic decisions prior to D-Day in 1944, for example, included setting the day and time of the invasion of the European mainland as well as the choice of battleground. The campaign and each battle were conducted within the boundaries of space and time as set forth by strategy. Once strategy is determined, second tier or operational decisions can be made in the proper context. By definition, operational decisions are those that pertain to the broad execution of strategy. In the realm of business, operational planning is usually conducted with a one-year time horizon, fitting into the context of a longer-range strategic plan. In the military, endeavors resulting from operational decisions are often called campaigns. A campaign is a series of military operations or battles carried out over a large geographical area—such as WWII Normandy—in order to achieve a  large-scale objective during a war. The operational plans for D-Day, for example, set the stage for landing hundreds of thousands of men and significant amounts of equipment and materials on five Normandy-area beaches as part of the overall strategy for taking back France and ending the war in Europe. Other famous military campaigns include Sherman’s march through the Civil War South, Napoleon’s incursion into Russia, and Schwarzkopf’s Desert Storm conflict in Iraq. The Vietnam War presents an excellent example of tactical and operational success but strategic failure. Shortly after the war, a victorious North Vietnamese general was approached by an American general in a diplomatic setting. â€Å"You know,† said the American, â€Å"you never beat us on the battlefield.† Pondering the comment for a moment, the Vietnamese general replied, â€Å"That may be so. But it is also irrelevant.† Indeed, history shows that the American military never lost a significant battle in Vietnam. The war was lost, though, at the strategic level. The mission of the United States drifted to the point that merely finding a way out was considered a successful outcome. Napoleon once said that â€Å"in war, the moral is to the material as three to one.† With every material advantage possible, America did not have the strategic consensus—or the will—necessary to accomplish a military victory.

Costa Coffee Marketing Plan for China

Costa Coffee Marketing Plan for China This paper aims at outlining the strategic marketing approach of Costa Coffee for entering a new market . Costa Coffee is the British part or retail sales of Whitbread Family. Whitbread is a British Multinational Company and it has franchises worldwide. Whitbread includes Hotels, Restaurants [Household names like TGI Friday], Health and Fitness plus Other Businesses. The contents of this paper include the marketing strategy of Costa Coffee and its expansion plans in China. Introduction The Story The history of Costa Coffee began in a mountain town outside the region of Parma, where there was the house of Costa family. In the late 60s, the Italian brothers Bruno and Sergio Costa, hungry for success, traveled to England, seeking an opportunity for professional advancement. By arriving there, they found how simple the English coffee market was. Motivated by their Italian background and Sergios skills in the roasting of coffee beans, they decided to return to Milan to enrich their knowledge and technique in Italian coffee shops. In 1971, upon their return to London, they bought a three-story building in Lambeth, where they set up their own coffee shop. In the beginning, the Costa brothers worked as producers and wholesalers and were supplying high-class restaurants and specialty stores. Soon, they built their reputation for their dedication to excellent quality of their product. However, in 1978 they had to find some employment for their wives in order not to interfere in their business. Therefore, they decided to create their first coffee boutique in Vauxhall Bridge Road, London, and assigned its management to their wives. This idea experienced tremendous success, and led the brothers to the expansion of Costa coffee boutiques and award their management to relatives and friends. Since the opening day of the first store to date, the same traditional method of slow roasting (18-22 minutes) of coffee beans is used, offering the delicious and fragrant blend Mocha Italia, from 6 Arabica beans and 1 Robusta. Listen Read phonetically Dictionary View detailed dictionary Today, Costa Coffee owns 500 shops worldwide. Costa Coffee believes in its employees skills therefore, it provides intensive employee training at the Cost Coffee Academy. VISION: Costa Coffee vision is to provide the best hospitality to its customers since its range of hospitality products range includes restaurants, hotels and leisure clubs. MISSION: To serve the best coffee in the true Italian style. BUSINESS PORTFOLIO: Costa Coffee has built an unrivaled reputation for coffee excellence, and this is achieved by fully controlling the process, from harvest and selection of coffee beans, from the roasting of the Italian maestros, the choice of engines and compliance with the procedures of manufacture of beverages, ensuring this way that customers can enjoy the same excellent quality coffee at any of Costa Coffee in the world. The drinks are served in 3 different sizes Primo, Medio and Massimo, and the customer can choose between the unique blend of Mocha Italia, or decaf, whole or skim milk and add an extra dose of espresso, flavored syrup, cream, candy or chocolate. There are 15 factors that are combined and help to create the perfect Costa coffee. In addition, in every store worldwide regular controls take place, which ensure consistency and maintenance of quality. Every Costa Coffee has a Barista Maestro (coffee expert) responsible for maintaining the excellence of the drinks served. COSTA COFFEE AND STARBUCKS: Starbucks is the largest competitor of Costa Coffee. Starbucks is the leader in the coffee shop market. Its international presence is in 50 countries. On the other hand, Costa Coffee, is the third biggest coffee specialist in the market with shops in 25 countries. Both companies have an excellent financial performance up to 2005 but in 2008 there was a decrease in revenue and operating profit as a result of the global economic recession. However, in 2009. Starbucks has an improving in cost structure and therefore its liquidity is better than Costa Coffee since it has managed to pay its short term debts. A key factor for both companies is globalization since most leading players in the foodservice market expand their operations in other countries. So the future success of Costa Coffee will be based on its operations outside the UK. The same applies for Starbucks. . THE CHOICE OF CHINA: China is one of the biggest economic forces in the world. Its domestic market is larger so there is a lot of potential for multinational businesses. Its average GDP growth rate is more than 10% despite the global economic crisis (10.9% last quarter 2009) (BBC China economy 2009). International financial analysts believe that the growth of the Chinese economy will continue. Regarding the coffee industry in China, it should be noticed that competition is quite intense but sales in cafes has grown by 8% to RMB36billion (over  £3,487million). It should also be noticed that in 2009 coffee shops chains had a growth of 22% (Euromonitor International August 2009,Cafà ©s/bars China). However, the Chinese market for many international companies is considered a tough market since it is difficult to understand local culture and customeCNY. Therefore, many companies pursue joint ventures and strategic alliances in order to do business in China. In 1998, Starbucks entered China and it has 180 coffee shops. In 2006, Costa Coffee entered China in a different way i.e. through a joint venture with Yueda Group which is based in Jiangsu Province. This was done because a local partner knows the market better so market penetration for the new entrant is easier. However, this also means that Costa Coffee is heavily dependent on Yueda. Costa Coffee has a strong Italian aura that aims at attracting the Chinese market. Affluent Chinese customers want to taste a coffee that is represented by a global brand name. So far, Starbucks has been quite successful in this area. The risk is that by being a partner with Yueda, the brand will be customized too much therefore, Costa will lose its competitive advantage which is the Italian aura. Starbucks has very aggressive expansion plan in China. The crucial point is if Costa Coffee will maintain its brand essence and will not be customized. In this case, Costa Coffee will be a strong competitor to Starbucks. Future trends Strategy The main issue for chained coffee shops is to create a unique experience that cannot be easily copied. The consumers want to enjoy their coffee in a nice environment. The coffee shop space should be comfortable with an ambiente that will be inviting so the consumers will return to the shop again. People will want to live the espresso experience at home so the sales of equipment and coffee will increase as well as the demand for better and higher quality of coffee and beverages in coffee shops. Corporate social responsibility is another issue that chained coffee shops should take care on. They have to prove that they implement ethical practices. Regarding marketing, researchers predict that chained coffee shops will use mobile apps and have social networking tools in the very near future. COSTA COFFEE Financial Data Turnover:  £263.8m (2008:  £216.3m) Operating profit before exceptional items:  £22.7m (2008:  £20.8m) Number of outlets: 881 in the UK, 407 overseas Total Revenue  £ (m) Strategy Our target for Premier Inn during 2009/10 is to deliver around 2,000 new rooms in the UK and overseas. We have a strong pipeline of secured sites and will continue to develop a land bank. Internationally, our first hotel opened in Dubai during 2008 and we will build on this position, intending to open a further two hotels in the Emirates plus one in India. We plan to open around 100 new Costa outlets in the UK in 2009/10. We will capitalise on our strong Costa brand by focusing on new locations, as well as areas where we can replace existing operators, such as in supermarkets, hospitals and leisure facilities. Costa will also continue to strengthen its position across international markets, adding 100 net new stores in the year ahead. MARKETING OBJECTIVES: Enter Greek market and develop a significant market share; Increase product portfolio by new high caliber products; Bring more value to shareholders; Be a leader in its field for customer service; Develop alliances with commercial partners and the communities in which Costa Coffee shops operate. TARGET MARKET Costa Coffee offers a wide range of products suitable for all consumeCNY. So far, coffee in China is consumed in big cities (Beijing, Shanghai, Guangzhou). Coffee producers have targeted young professionals since they are the most westernized, affluent and open-minded. However, they see it as something that is in fashion rather than a regular habit. Another target group for coffee consumption are returnees i.e. Chinese that studied in Western countries and come back to China. They are also affluent and they are accustomed to visiting coffee shops. Ex- pats are another target group. Chinas economic growth has attracted a lot of investments from foreign companies. Ex-pats are used to drink coffee and their number increases every year. It has been estimated that businessmen from Hong Kong and Taiwan as well as Westerners amount to 30% of customers at multinational chained coffee shops as Starbucks. The above customer base has been quite saturated so there is a need to increase customer base. However, coffee is considered a luxury good and the average Chinese cannot pay for a cup of coffee. The average Chinese annual income is RMB 8000 yuan whereas a small cup of Starbucks coffee costs RMS 12 yuan ($1.5 which is the same price as in USA). In the big cities the average annual income is higher however it is still difficult for someone to consume a cup of coffee. If coffee still goes on being considered as a luxury good, it will happen the same thing as in Japan i.e. it will take China more than 90 years to make coffee popular. Market Segmentation: Based on the above the following market segments were defined: Young / Mature professionals Returnees Ex-pats Students Middle Class Upper Middle Class Single Married Bus section and train/airplane passengers Marketing Strategy: Costa Coffee will follow Market Development strategy and the reason for choosing this strategy will be explained below: CURRENT NEW PRODUCTS PRODUCTS 1. Market Penetration Strategy 3. Product Development Strategy 2. Market Development Strategy 4. Diversification Strategy CURRENT MARKETS NEW MARKETS   Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Coffee is considered a luxury good. This misperception hinders businesses in identifying customer groups and implement marketing strategies. This misperception also hinders the majority of the population to get acquainted with coffee. The same happened in Japan, where coffee was also considered as a luxury beverage with unreasonably high prices. It has taken almost 90 years for Japan to get acquainted with coffee and still per capita coffee consumption is quite low. This makes things worse since Japan sets the trend for Taiwan and South Korea.   Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Ãƒ £Ã¢â€š ¬Ã¢â€š ¬In China coffee shops open every day in cities like Beijing and Shanghai. However, the average Chinese cannot afford a cup of coffee everyday. Multinational coffee companies have faced difficulties in developing the Chinese coffee market. Although they know how to penetrate mature markets but they see that they have difficulty in immature coffee markets. These companies need to understand better China and its people. Without understanding them all marketing campaigns will be in vain. A characteristic example is the marketing campaign of Nestle which was targeting at the young middle class Chinese although in reality this class does not exist or even if it existed they would not be heavy coffee drinkeCNY. Starbucks has increased awareness but it needs a different strategy for the Chinese market. Only KFC has been quiet successful. Starbucks success cannot be considered as sustainable since it was based on management, financial power and brand name whereas the Chinese market needs entrepreneurship to advance it and this is what Costa Coffee is planning to do. Coffee has been promoted by the Chinese government through festivals and fashion awards however these strengthened the misperception of coffee being a luxury good. Local coffee shops add too many side things such as food, spirits etc. Therefore, they dilute the idea of coffee. Coffee is a product that does not hurt health, stimulates the brain and it is addictive. Based on researches someone who has drunk coffee three times a week for two months in the row is addicted to coffee. Brain stimulation is important for personal wealth and intelligence. Coffee became popular because coffee shops were focused at making the customer accustomed with coffee. When people get accustomed then the market develops at an extremely fact pace. The coffee shop is important for this development and a coffee shop can be a seated place or coffee stands and carts. It is important to make people drink coffee and then offer them ground coffee. Many companies have found as an excuse the fact that tea is dominant in China and there is no place for coffee in a tea dominant country. However, there are no major tea companies that can compete international coffee giants nor is there a specific promotion to protect tea. On the contrary local society support the development of coffee houses and it is not negative to coffee. Costa Coffee will focus on making people drink more coffee. Its new coffee shops will be around areas where people gather such as Universities, stations and office buildings etc. This can be the best promotion since if one group of people becomes loyal to coffee then it will influence other consumer groups. Costa Coffee will focus specifically on these people and its promotions will be measurable and specific. Coffee has an unbeatable image in China and it is known to everyone. Costa Coffee will be based on the quick service restaurant (QSR) concept. QSR is based on the idea of offering cheap, clean and good food and its purpose is to sell to a wider range of population. Costa Coffee plans to adopt this concept. Coffee has a high profit margin but food is what attracts people to the coffee shop. Costa Coffee already offers more products than coffee; however it should plan to add more snacks that are better suited to local customers and a cheaper but good quality filter coffee for taking away. Many local Chinese coffee shops offer food however, they have not formulated a strategy so they cannot be considered as potential competitoCNY. So far in these shops the restaurant is separated form the coffee house something that it is not the case of Costa Coffee. In the next two years the aim is to introduce new product lines that will be offered at affordable prices for the average Chinese consume r. It should be noticed that this does not mean price cutting since this will hurt Costa Coffees brand name. The location of the new coffee shops is also an important part of Costa Coffee strategy. Up today, the coffee shops were opened at locations where population is dense and the income is high. As a result, the rental prices are quite high. Therefore, Costa Coffee is planning to open new shops at bus stations and other busy intersections where rents are lower and the traffic is big. The marketing strategy that will be followed to China is important since it influences neighboring states such as South Korea which is also a new coffee consuming country. If the model of highly expensive coffee will be followed then the consequences will be similar to Taiwan and Hong Kong where there is a negative trend in coffee growth. à £Ã¢â€š ¬Ã¢â€š ¬Ã‚     Ã‚  Ã‚  Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Ã‚  Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Ã‚   à £Ã¢â€š ¬Ã¢â€š ¬Ã‚     Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Ãƒ £Ã¢â€š ¬Ã¢â€š ¬ SWOT ANALYSIS: Strengths Weaknesses Established brand name worldwide Expensive prices for the average Chinese consumer Wide range of products Starbucks dominant position in the market Third ranked coffee shop chain in the world Coffee is considered a luxury good Know how of Yuda (local partner) Tea is the daily beverage of the average Chinese Opportunities Threats Big market potential a lot of Chinese Consumers that do not drink coffee Stagnant coffee growth due to high prices Unbeatable image of coffee Possible marketing enforcement of tea companies No competitors are located at bus intersections PESTEL ANALYSIS: Political China has a stable political environment that welcomes foreign direct investments. Economic The Chinese economic growth is impressive (10% per annum). Social Although the income of the average Chinese consumer is low, there is a growing middle class -190 million urban households, or 29%. According to McKinsey, middle class is expected to expand to 75% (372 million), by 2025 (DAltorio 2011). Technological New coffee machines are produced so making coffee at home is easier. Environmental There is a trend in producing organic coffee. Legal There are no legal issues involved. MARKET POSITIONING: The positioning strategy of Costa Coffee will be in line with its international strategy i.e. THE ITALIAN COFFEE MASTERS. The competitive advantage of Costa Coffee is the quality of their coffee. The image of the company is that is has a UNIQUE coffee. Another positioning of Costa Coffee is that this excellent coffee quality can be offered with affordable prices (launch of the new take away filter coffee). THE ITALIAN COFFEE MASTERS This is the tag line that will communicate the Italian aura of Costa Coffee to the mass audience. Since Chinese consumers perceive well the Italian atmosphere it is expected that it will attract more people to Costa Coffee. MARKETING MIX: Product: Brand Name: Costa Coffee is a well established brand that signifies luxury, perfection and excellence. Chinese consumers prefer established brand names. Image/Theme: Luxury Costa Coffee is related to luxury. The coffee shops ambiance is trendy and comfortable. Customers will have a nice time in a flashy environment. However, this luxury image should be cleverly related with the new, affordable, take away filter coffee. The message that will be transmitted is luxury can be affordable and can be taken with you. Color Scheme Costa Coffees shops are in warm tones having brown as the main color. Other colors that are used are green, black and white. The purpose of this color selection is the creation of a comfortable and trendy atmosphere. Service: Apart from coffee, Costa has a reputation of excellent service. Hiring and retaining talented employees and train them accordingly is a strategic goal of the company. Product variety: ESPRESSO A short, strong and black coffee, with no milk. ESPRESSO DOPPIO A double espresso shot. For those who like it strong. RISTRETTO An extra short coffee, even shorter than an espresso, with an even stronger flavour. MACCHIATO Espresso topped with just a dash of milk. Yum. AMERICANO Coffee, mixing shots of espresso with hot water. Add milk if you like. FLAT WHITE A rich, full-flavoured coffee with a velvety, smooth texture. Each Flat White is hand-finished with a distinctive pattern. CAPPUCCINO Coffee combining espresso with steamed, frothy milk. Chocolate on top if you have a sweet tooth. CAFFE LATTE Coffee made with steamed milk. Not as strong as a cappuccino, but just as good. MOCHA Espresso with hot chocolate, topped with steamed, frothed milk. (Source: Costa Coffee 2010) Costa Coffee products variety includes iced tea and coffees as well as cakes, pastries, Panini and sandwiches. Prices: Costa Coffee prices are generally higher than other coffee shops. High prices are related to the outstanding quality and taste of Costa Coffee. Therefore, the traditional customer groups of Costa Coffee are high and middle classes. Costa Coffee believes that a reduction in its prices will harm its brand name. However, it wants to increase its Chinese customer base so it will offer a filter coffee for takeaway at affordable prices. Chinese middle class growth rate is significant, it will reach 372 million by 2025, it is a social class that cannot be neglected. Therefore, Costa Coffee is planning in the next three years to offer its products at affordable prices for the Chinese middle class without harming its brand name. Locale / Setting: The next Costa Coffee shops will be at busy intersections e.g. bus, train stations and at areas where office buildings and Universities are located. It will focus again on the big cities like Shanghai and Beijing. The aim for the next three year is to have 30 new coffee shops at both cities. Promotion: Costa Coffee will not do a lot of advertising since its brand name is recognized. However, there will be special sales promotions at its new shops for the new filter coffee that can be taken away. Costa Coffee is based on word of mouth advertising since reputation is very important. MARKET DEMAND It is important to measure the market before launching new products and shops. It is also important to measure the market after the launch of the new products / shops so as to see their effects and gain a larger market share. Growth Share Matrix There are two factors that are important for the expansion to new markets and these are : market attractiveness and the Business Strength. Market Attractiveness Business Strength Factors Rate Factors Rate Overall Market Size 70% increase (2004-2012) Market Share 5.0 Annual Market Growth Rate 7.8 Product Quality 5 Competitive Intensity 4 Brand Reputation 4.5 Technological Requirements 2.5 Distribution Channel 3.5 Inflationary Vulnerability 4.9 Promotional Effectiveness 4.5 Productive Efficiency 4 Managerial Personnel 3.5 Market Attractiveness As it is seen above, the attractiveness of the Chinese market is very high. The annual growth rate of the coffee market is high. There are no significant technological requirements since Costa Coffee already possesses advanced technology. Inflation is quite high and it seems that it will increase in the near future, however the targeted market groups remain unaffected (growing Chinese middle class). Partnership with Yuda will protect Costa Coffee from any possible dangers. Therefore, the Chinese market is very attractive and suitable for coffee shops expansion. Business Strength Costa Coffee is part of the well-known Whitbread Family. The quality of Costa Coffee is unquestionable. Costa Coffee owns more than 500 stores worldwide. Its outlets are in Europe, UK, Middle East, India, Pakistan and China. In order to maintain its excellent reputation, Costa Coffee will continue its policy of recruiting, training and retaining the best available employees in China. Business Strength High Medium Low High Medium Low Costa Coffees Business Strength is high and the overall position is ideal for further expansion into the Chinese market. Projected Sales in CHINA Costa Coffee projected sales are expected to rise to almost 97% in 2012 and this is due to the launch of the new takeaway filter coffee and the new shops at the busy intersections. This rate is expected to slow down (87%) in 2013 and this is because the one time visitors are expected to cease to visit the coffee shops and the existing customer base is expected to remain. An extensive marketing promotion through emails, customer clubs, social media etc. is expected to increase market share. The above numbers are very impressive and expansion seems ideals. Sales forecasts per customer groups are also very promising.: Market 2012 2013 2014 Total Students Youngsters CNY. 20,000,000 CNY. 23,00,000 CNY.6,300,000 CNY 49,300,000 Ex pats and returnees CNY 7,555,000 CNY 7,000,000 CNY. 12,800,000 CNY. 27,355,000 Families CNY. 9,700,000 CNY. 9,850,000 CNY. 17,200,000 CNY. 36,750,000 Professionals CNY. 17,750,000 CNY. 32,750,000 CNY. 92,000,000 CNY. 142,500,000 Totals CNY. 55,005,000 CNY. 72,600,000 CNY. 128,300,000 CNY. 255,905,000 According to the above table it can be seen that professionals is a group that has a lot of potential. This is because the Chinese middle class is rising and the coffee culture is mounting too. Another reason for the increase in sales in professionals is due to the location of the new coffee shops. There will be located in busy intersections where there are many office buildings. Newspapers and other electronic media have approached Costa Coffee and various interviews and programs have been made which boost Costa Coffees reputation even more. BUDGET FORECASTS: The forecasted budget for the upcoming three years is as follows; TYPE 2012 2013 2014 Total Accommodation CNY. 2,000,000 CNY. 5,000,000 CNY. 7,000,000 Training CNY. 1,500,000 CNY. 500,000 CNY. 4,000,000 CNY. 6,000,000 Transportation CNY. 250,000 CNY. 350,000 CNY. 1,000,000 CNY. 1,600,000 Fixtures CNY. 2,000,000 CNY. 7,000,000 CNY. 9,000,000 Total CNY. 5,750,000 CNY. 850,000 CNY. 17,000,000 CNY. 23,600,000 Future promotion and expansion plans: Costa Coffee will be launching more coffee shops in the major cities of China (Beijing and Shangkai) but the plans are to expand all over China after having created a considerable market share in the above cities. The expansion has been planned for the next year that is 2012. In the next two years the next cities where new coffee shops will be located will include Guangzhou and Shenzhen. Costa Coffee is not in favor of extravagant launching campaigns. It supports the use of electronic and social media as well as corporate social responsibility programmes and actions. It also believes in the right location of its shops. So, the marketing activity will be low except the posters that will be in the shops, as sales promotion, advertising the new takeaway filter coffee. ANALYSIS: Costa Coffee has a lot of potential for further intensifying its expansion efforts in China. It already possesses a significant market share in the Chinese market. The reason behind it is the unbeatable image of Costa Coffee and the advertisement (word of mouth) done by people who have visited its outlets. Sales are expected to rise in the following years and they are expected to rise even more in the forthcoming years since Costa Coffee is focusing on the rising Chinese middle class. Students and youngsters in general set the new trends so their influence in increasing coffee consumption and visiting coffee shops is of outmost importance. By further using social media, Costa Coffee is expected to increase its market share in this group. Professionals always seek quiet place to do their official or unofficial meetings. Costa Coffee is an ideal place to do these meetings. Apart from that, Costa Coffees activation in social media will certainly increase its future revenue. In conclusion, it can be said that Costa Coffee has so far implemented an excellent marketing strategy and the new campaign that it will launch for the takeaway filter coffee as well as the location of its new shops will help it increase its sales and gain sustainable competitive advantage. RECOMMENDATIONS: Sales numbers are very promising however the local partner should follow all the below the line activities mentioned. Costa Coffee should continue with low promotional strategies. Apart from posters inside the outlets, Costa Coffee should consider the use of bill boards at the busy intersections.