Proto-oncogene in prevention of cancer is my focus biochemistry Research Proposal

Proto-oncogene in prevention of cancer is my focus biochemistry - Research Proposal Example A mutation at the proto-oncogenes results in the production of oncogenes that can cause the hereditary cancer syndrome. The mutation causes the change in the oncogene protein expression level and a change in the structure of the protein. If more than one oncogene is activated in the cell, then the abnormal cancerous cell production occurs. Proto-oncogenes are activated by three mechanisms. They are point mutations, chromosomal translocations, insert mutations, protein-protein interactions and gene amplification. Ras protein is an important product of proto-onco gene. Ras is one of the most important switches in the cell signaling pathway.1 There are three Ras proteins in the mammals. If any mutation occurs in the ras protein then it will result in the cell proliferation stimulation and finally apoptosis will be inhibited. Thus tumor cells will be produced. The ras mutation is one of the reasons for 30% of all the human cancer. H-ras, K-ras and N-ras mutations are found in almost all types of cancers. 1 Hence research in this field is much essential because of its importance in the carcinogenesis. Anti cancer therapy for the Ras protein is preferred in order to reduce and cure the cancer. Can anticancer therapy cure cancer? Scientific Background: McGlynn et al. (2009) looked up at the Ras/Raf-1/mitogen-activated protein kinase (MAPK) pathway and looked its role in the development and proliferation of cancer.2 They used chemotherapy for the treatment of cancer. Tamoxifen was used for the treatment. They looked up to know whether MAPK pathway has any major role in the carcinogenesis or not? Tamoxifen is an estrogen antagonist and the study was performed to check whether they can act as a target for the estrogen cancer therapy or not? For these two questions Mcglynn et al have found that Ras pathway responds very less for tamoxifen and good for chemotherapy. pRaf(ser338) is found to be the best marker with great effect for the targeted estrogen therapy. A combinati on of chemotherapy along with tamoxifen is required for the therapy. Further new researches are going on to identify small and simple molecules for the treatment of cancer. The signaling pathway molecules are considered to play a very important role in the cancer therapy. Farnesyltransferase (FTI) is an important inhibitor of small molecules. This enzyme is very important for the prenylation of Ras. Tipifarnib is one of the FTI that are used for the treatment of cancer. Here the role of tipifarnib in the Ras signaling pathway was analysed and the growth arrest and cell death related to the ERK and MAPK pathways were looked upon.3 Tipifarnib treatment was found to inhibit and sensitize the ERK and MAPK pathways. They have concluded that geranyl geranylated N-Ras or K-Ras BÂ  are sensititve to tipifarnib and interact in a different manner in the downstream signal processing at the osteosarcoma cells. This helps to maintain the balance between the cell death and proliferation. 3 The m etasatasis ability of the cells is found to be enhanced by the ras activity. The poor understanding of the Ras protein is a big draw back in the treatment of cancer. Here Varghese et al (2002) have looked up to know whether macroscopic metastases are being affected by Ras or not. They have used Green fluorescent protein-transfected NIH 3T3 and T24 H-ras-transformed (PAP2) fibroblasts in the mouse and looked for the

Analysis of Retail Management Assignment Example | Topics and Well Written Essays - 2500 words

Analysis of Retail Management - Assignment Example Thus the company is dedicated to providing high-quality footwear and value for money for the professionals, young and fashionable women who follow the trends according to their lifestyle needs. b) Examine how each of the four (4) components contributes to its retail atmosphere to attract the target market identified with Question 1(a). Retailing is a visible industry and the interface which exists in between the customers and the business provides the retailer with many advantages. Many of the retailers across the globe have become essential to people in day to day living and the retailers are very keen to strengthen the relationship between individuals and stores and gain customer loyalty. A retailer’s most important task is to keep their image favorable in the minds of the target customers. Therefore in the formation of image many components are to be taken into consideration, the environment and the store plays a big role in the formation of the image in the retail outlets (Varley, 2006, p. 169). In other words, the atmosphere plays an important role to attract the customers and develop an image in the customer's mind. The atmosphere is termed as the summation of the physical attributes both in-store and out of the store of the retailer which helps to draw customers and helps in the development of the brand image. Atmosphere affects the customer’s mood, target market, time spent in the store, induces impulse purchase and positioning of the retailer and relates with the strategy chosen by the retail outlet (Evans & Berman, 2003, p. 490). The basic four component of retail atmosphere includes the following, Exterior: The element which comprises of exterior includes the storefronts, entrances, the marquee, visibility of the store, display windows, the design of the stores, the surrounding areas. The exteriors are as important as the interiors which help to define space and the exterior of the space provides with the public interface. The outside s hould reflect the inside as retail stores exterior are a tent to the new and potential customer who tends to judge the sore through its appearance and might not enter if they do not like it or find it attractive enough. The exterior of Charles & Keith, Singapore contains all the elements to attract the target customers. One of the stores of Charles & Keith is located at Anchor point Shopping Mall based on Alexandra Road and provides ample parking areas for visitors (Frasers, 2008). The open entrance is accessible and inviting and helps to break down the barriers in between the stores and exteriors. The lobby increases the proportion of window display and invites the shoppers to enter the retail outlet. Figure 1 shows the mall of Charles & Keith as a part of the exteriors Figure 1: Anchor point Mall General interior: general interiors comprises of elements like flooring, scents, lighting, colors, and others. It should be able to provide the customers with a comfortable and a safe env ironment by applying the perfect color schemes along with the materials, lighting, and others. The interiors of Charles & Keith are well designed with the soothing environment, proper lighting, light color and well display of shoes, accessories, and bags.  

Mental State Examination (MSE) | Case Study

Mental State Examination (MSE) | Case Study Ellie Fitz-Gerald Giving examples from the case study, how would you describe Amanda’s behaviour and appearance as set out in a MSE? A mental state examination (MSE) is used to assess an individuals mental capacity and reasoning at the time of an interview. It couples a number of cognitive domains in an attempt to characterise a person’s mental state (PCDCBP, 2011). The first domain of a MSE is a visual assessment of the patient, non-judgementally describing an accurate appearance of the patient including as many details as possible. These aspects include but are not limited to age, gender, build, posture, grooming, hygiene, heath levels, signs of drug use, hair style and colour and ethnicity. Behaviour is another non-judgemental assessment of the patient’s behaviour in general, but also a description of eye movement and eye contact, body movement and any gestures that are made. This is often coupled with an interpretation of the patient’s reaction to their current situation; examples may include descriptions such as being cooperative, hostile, withdrawn or suspicious (PCDCBP, 2011). Appearance: Amanda is a young woman with dyed blue and pink hair, which is mattered and unkempt. She has a number of piercings in her nose, eyebrow and lip. Her arms are covered in sores and her pupils are dilated. On paramedic arrival, they described that Amanda was â€Å"sitting upright appearing dazed and anxious†. In the cubicle on arrival to ED, she appeared very tense. Later in the cubicle, Amanda is smiling and then quickly appears terrified. Amanda’s mother has reported that â€Å"she [Amanda] comes home dishevelled and dirty. She has lost a lot of weight†¦Ã¢â‚¬  Behaviour: Amanda’s behaviour over the course of the case study could be described as erratic, often shifting between states of anxiety, happiness and terror. On arrival of the paramedics, Amanda was described as â€Å"anxious and short of breath†. In the cubicle at the ED, Amanda was pacing up and down the corridor and wringing her hands occasionally, responding quickly to any stimulus by staring intensely at the ceiling or at staff members. A description of her eye sight involved her manner and gaze alternating â€Å"between being intrigued to afraid to hostile†, coupled with difficulty remaining still. Amanda was hesitant to be touched, and noted to be constantly picking at sores. Later, Amanda was later happy and quickly turned to terror and despair. Amanda is described by her mother in these examples; â€Å"Amanda hasn’t been herself since dropping out of university†¦Ã¢â‚¬ , â€Å"She has lost contact gradually with nearly all of her friend an d become increasingly isolated†, â€Å"Over the last three months her behaviour has become increasingly odd and erratic†, â€Å"goes out, sometimes for days at a time†, â€Å"talking loudly to herself in her room†¦over the past week she has been shouting†¦but there was no one in her room with her.†, â€Å"Last night she burst out of her bedroom and screaming incomprehensibly at her father then stopped suddenly and went back into her room.† Define cognition and then briefly discuss how we might interpret how both Amanda’s thought content and thought form are disturbed? According to Miller and Wallis (2009), cognitive or executive control, or cognition, refers to the ability to coordinate thought and action and direct it toward obtaining goals. Cognition is important in planning and sequencing complex events of behaviour, as well as prioritizing goals (Miller and Wallis, 2009). Thought content and processing is a somewhat subjective insight into cognitive capacity. For example, thought process can be a description of a patients thinking and a characterisation of how a patient’s ideas are communicated. The speed of thought is how quickly a patient changes ideas, known as ‘flight of ideas’ (Snyderman and Rovner, 2009). An example exhibited by Amanda is in the ED cubicle where she had asked the clinician â€Å"You wont tell her anything will you?†, quickly progressing through a series of thoughts from â€Å"you know don’t you?† to â€Å"They’re everywhere† to â€Å"The whole planet is falling† and then â€Å"Shut up shut up†. Additionally, thought form is another domain which could be described as goal-directed or conversely, disorganised. These terms carry descriptors, describing whether a patients thoughts are logical, tangential (quickly diverging, as shown through Amanda’s haphazard thought progression), circumstantial (unsupported thinking) or loosely associated (Snyderman and Rovner, 2009). Amanda displays a number of disorganized thought categories, stating â€Å"Everyone of us is falling – the whole planet is falling† is a description of both unsupported thinking, and potentially an illusion Amanda is experiencing. Another interpretation of disordered thought is that of intrusive thoughts or obsessive ideas. As severity of mental health illness increases, patients may exhibit delusional thinking (a false belief not held by peers that persists despite evidence to the contrary), hallucinations (false perception of sensory stimuli) or illusions (a misperception of real life) (Mar tin, 1990). Amanda illustrates both hallucinations and illusions. Amanda seems to demonstrate hallucinations through multiple spoken phrases: â€Å"They’re everywhere. Everywhere†¦under my skin†, â€Å"Shut up, shut up†¦Ã¢â‚¬ , â€Å"Can’t you hear what they’re saying?! All the children have been hurt†. Taken together, Amanda’s thought content and process appears compromised. Briefly explain the differences between hearing and listening. Choose two skills of listening and discuss how you would use these skills to effectively communicate with Amanda. What are some of the barriers you might face in the process? Hearing is the process of physiological receiving and processing sounds, without being fully attentive or actively concentrating on what is being said. This is passive listening. In contrast, listening is an active process, paying attention to what is being said, constructing meaning from, and in addition, often responding appropriately to what has been said using astute observation (Purdy and Borisoff, 1997). Listening is necessary for the health professional as it involves more than simply sending and receiving words, and can validate the patient’s emotions and promote an understanding between patient and health professional. Hearing on the other hand does not continue or encourage interaction. Listening can be enhanced by actively applying numerous measures. Two of these are providing non-verbal cues and picking up on the non-verbal cues of the patient. Providing non-verbal cues to Amanda would encourage a non-judgemental and mutual understanding environment, often involvin g the implementation of an acronym SOLER (Sit squarely, Open posture, Lean forward, Eye-contact, Relaxed) (Egan 2002). In addition to this, nodding the head and quiet murmurs as encouragement also aids active listening, this may assist in making Amanda feel better understood, and potentially play a role in reducing her defensiveness to a medical situation. Secondly, picking up on non-verbal cues from the patient is critical in making them feel understood. A health professional should endeavour to pay careful attention to what the patient is expressing and how they are displaying these emotions. This may manifest through facial expression, body posture, movements or excessive/poor eye contact and illustrate a patient’s emotion or frame of mind (Egan, 2002). In Amanda’s situation, recognizing that she is in distress by verbally acknowledging it may led to some kind of mutual understanding and rapport building between Amanda and the health professional. Some barriers to t his include Amanda’s current inability to adequately perceive her environment correctly. Amanda does not seem as aware of her surroundings and stares often at the ceiling. She may be inattentive to the non-verbal postural cues by the health professional aimed to place her at ease. Her responses may be skewed and irrational, and the potential hallucinations that she may be experiencing are external to any verbal communication that can resolve her distress. Define therapeutic communication. Using case study examples, explain the difficulties involved in communication when managing a complex scene that includes an anxious patient who presents in the emergency department with a distressed and demanding relative. Therapeutic communication occurs between a health professional and a patient, which considers a patients experienced emotion and explores the meaning and potentially faulty cognition in an attempt to resolve them. It is often formal, purposeful and structured, with a long term goal to produce a desired change (Plutchik, 2000). Managing patient anxiety in a scenario with a demanding relative has its challenges. When paramedics have arrived to the scene of Amanda, her mother is quite distressed, yet Amanda is highly anxious, â€Å"The mother is constantly obstructing and getting in their way causing interruptions†. The assertiveness of Amanda’s mum may obfuscate the ability of the paramedics to create a therapeutic relationship with Amanda in order to de-escalate the situation. Furthermore, this may worsen the anxiety experienced by Amanda. Moreover, attention may be given to the mother in order to place her at ease. One manner to reduce this difficulty is to try to separ ate the parties. In the ED, this dynamic may result in similar difficulties, and the presence of a demanding relative in this context could potentially result in Amanda having difficulty communicating additional information due to her anxiety. Although in the case study Amanda’s mum is not particularly difficult, in the scenario where a distressed and demanding relative was present in the ED and hindering patient treatment the best course of action would be to kindly ask them to take a seat in the waiting area. If the distressed relative is being quite difficult to handle other tactics include asking relative to go and get an item such as a drink for the patient, which would require that they leave the area. If the relative continues to cause disruption to the patient care they must be informed that if they cannot allow the healthcare team to complete their care for the patient they will be removed from the area/hospital. What are the key components of an effective handover between health professionals from different disciplines? Discuss the important considerations of patient handover in regards to objective information and confidentially. A clinical handover is the transfer of professional responsibility, accountability, clinical information and patient to another set of health professionals on a permanent or temporary basis. In order for an effective handover to occur, numerous considerations must take place. First, the handover should have clear leadership. Second, there should be support for the handover process to come from all levels of the medical team. Third, adequate information regarding the patient and the current situation and future direction should be provided if applicable. Fourth, tasks must be prioritised, further care plans put in place and unstable patients are reviewed in a rapid manner (AMA, 2006). A qualitative study on paramedic and emergency department handovers showed that paramedics wish for a consistency in the terminology used, a shared understanding of the team members in each of the roles of health professionals, and a standardized approach to handovers, such as a predetermined format whic h is flexible and recognises professional judgement and experience (Owen et al. 2009). A problem arises when considering the objectiveness of information that is acquired from various sources. In order to address this, health professionals should speak non-judgementally, and take note of what was observed, as opposed to spoken by the patient, or reported by a significant other in terms of incidents. These processes maintain some level of objectiveness. Confidentiality is a necessary and critically important obligation and law-binding role of all health professionals. One manner to protect confidentiality would be to initiate handover in an area whereby members of the public cannot overhear. Reference List AMA (2006) Safe handover: Safe patients: Guidance on clinical handover for clinicians and managers. Australian Medical Association. Kingston, ACT, Australia. Egan, G. (2002) The skilled helper: a problem-management and opportunity-development approach to helping. 7th edition. Pacific Grove, California: Brooks/Cole. Miller, EK, and Wallis, JD (2009) Executive Function and Higher-Order Cognition: Definition and Neural Substrates. In: Squire LR (ed.) Encyclopedia of Neuroscience, volume 4, pp. 99-104. Oxford: Academic Press. Martin, DC (1990) Clinical Methods: The History, Physical, and Laboratory Examinations. 3rd edition., Butterworth Publishers Owen, C, Hemmings, L, Brown, T (2009) Lost in translation: Maximizing handover effectiveness between paramedics and receiving staff in the emergency department, Emergency Medicine Australasia, 21: pp. 102-107. PCDCBP (2011) Understanding the Mental State Examination (MSE): a basic training guide. Palmerston Association Inc. Subiaco, WA. Plutchik, R (2000) Emotions in the practice of psychotherapy: Clinical implications of affect theories. American Psychological Association. Washington, DC, US. pp. 149-168. Purdy, M and Borisoff, D (1997) Listening in everyday life: A personal and professional approach. Second Edition. University Press of America Inc. LLanham, Maryland. Snyderman, D and Rovner, BW (2009) Mental Status Examination In Primary Care: A Review. Am Dam Physician, 15(80): pp. 809-814. 1

A Worn Path :: essays research papers

â€Å"A Worn Path†   Ã‚  Ã‚  Ã‚  Ã‚  The short story, â€Å"A Worn Path,† is about an old Negro woman named Phoenix who travels a long distance to a town to get medicine for her grandson. The trip is extremely long and tiresome for an old lady but she feels that it is her duty to get her laboring grandson the needed medicine. Throughout the story, Phoenix encounters dreams, harassments, small triumphs, jolts to her pride, some flights of fancy to console her, a cause to be ashamed, and a moment to dance and preen.   Ã‚  Ã‚  Ã‚  Ã‚  In her journey, Phoenix experiences dreams, harassments, and small triumphs. She experienced a dream when a black dog popped out of the weeds by a ditch and advanced toward her. She later on found herself in the ditch. That is when her senses drifted away. She said, â€Å"Old woman, that black dog come up out of the weeds to stall you off, and now there he sitting on his fine tail, smiling at you.† The quote shows how she was not right in the mind after the dog attacked her. Her senses drifted away causing her to experience a dream in which she talked to herself and meditated about her life. Although the young white hunter who helped her get out of the ditch was sort of disrespectful, there was another person that one might find more disrespectful. The harassments she faced throughout her journey were found in the environment. She had to go through a series of hills and bad terrain. The part she struggled the most was through the barbed-wire fence. She had to â€Å"creep and crawl, spreading her knees and stretching her fingers like a baby trying to climb the steps.† The quote shows that she was having a very difficult time in trying to pass the barbed-wire fence. For a very old lady with an extremely long distance to travel, the barbed-wire fence proved to be the most stressful. It seemed like she put all of her effort and strength in able to overcome that obstacle. Phoenix experienced a small triumph toward the end of the story. She took the nickel she received from the young white hunter and combined it with the nickel that the attendant gave her. She bought a little paper windmill for her grandson with the money. She buys the windmill to please her son and make him realize that there is â€Å"such a thing in the world.

King Lear Act 3 Questions

King Lear Act III Study Questions Scene I 1. Kent reveals to the Gentlemen that tension between Regan’s husband (Albany) and Goneril’s husband (Cornwall) could quite possible result in a civil war. However, aside from the war, the two may be united in plotting against the murder of King Lear. The King of France is preparing to make a move against these two divided house. He may have already sent spies to their households disguised as servants. 2. The mission that Kent asks the Gentlemen to complete is to go to Dover, the place where Cordelia lives, and inform her of how insultingly he was treated by Goneril and Regan.Also, in order to make sure that Cordelia knows the message sent is from him, he instructs to the Gentlemen to also deliver his ring to her. Scene II 3. Shakespeare portrays the great emotional upheaval going on within Lear’s mind by showing us an iconic image of Lear as a white-haired man standing in the middle of a thunderstorm and literally yellin g at the sky, â€Å"Blow winds and crack your cheeks! Rage, blow! † When we see this, we are able to see the extent of his troubled mind since it seems like only a deeply impacted individual would commit to such task or wish to appear as he does.The actual storm that is occurring on the outside is representative of the â€Å"storm† going on inside Lear’s mind. We see this when he talks about how upset he is with his daughters and that ungrateful children should cease to be born. 4. The comment about women that Lear makes in his speech is that â€Å"thou perjured, and thou similar of virtue, that are incestuous†¦ that under covert and convenient seeming has practiced on man’s life† (3. 2. 57-60). 5. Kent’s opinion of the storm’s ferocity is that â€Å"such bursts of horrid thunder, such groans of roaring wind and rain I never remember to have heard,† showing the intensity of the storm. . When King Lear remarks that â€Å"I am a man more sinn’d against than sinning,† it reflects his development as a human being within the play because he comes to realize that he has lost everything. He went from being the King of Britain all the way down the ladder to an individual who has menial value in society. Finally, we come to see that he realizes the big mistake he made by disinheriting Cordelia from his inheritance and giving Cordelia and Regan his kingdom. He is losing so much confidence that he wants to play the part f the victim and believe that everyone is taking advantage of him, without withholding responsibility for the fact that he was the one who acted harshly when he disowned Cordelia. 7. The fool evaluates the state of Britain in his closing â€Å"prophecy† by foreshadow its dark future and when it â€Å"will come to great confusion,† when priests become corrupt, when pickpockets stop preying on large crowds, beer-makers will water down their beverages, and when â€Å"ba wds and whores† build churches.However, this if kind of funny because all this is already occurring in Britain and it has already began its decline. Additionally, he predicts that Merlin will make the same prophecy in the future. Scene III 8. Upon hearing Gloucester’s request to pity the king, Regan, Goneril, and Cornwall are not pleased but also have a nonchalant attitude towards it because they’re not going to let anything convince them of bringing back their father. Their cruel and ruthless come out when they ask Gloucester not to mention Lear’s name in pain of â€Å"perpetual displeasure. They are concerned with their own well-being and do not care whatsoever for the king. 9. The information that Edmund shares with the audience after his father tells him about the â€Å"dangerous† letter is that although it is against his father’s request, he will tell the duke that Gloucester is going to see the king, which is forbidden. Also, being the selfish and deceitful person as he is, Edmund states that Gloucester will get what he wants and he will get everything that is left behind. Scene IV 0. At the beginning of the scene, we see King Lear standing out in the storm with Kent (disguised). When Kent asks him to get cover from the storm Lear states that the pain that the storm is giving him is helping him lock out the pain that his daughters, Goneril and Regan, are bringing him. 11. Edgar’s speech is filled with alliterations when he is telling King Lear about how he is being chased by the devil. He states some interesting things such as â€Å"the fould fiend follows me† (3. 4. 50. ) 12.Upon seeing Edgar emerge from the hovel disguised as poor Tom, Lear immediately assumes that he is a madman and the reason he is in this state is because of his daughters. 13. Edgar responds to Lear’s assumptions by stating that he once used to be a rich courtier who used to drink wine all the time and have women with hi m. 14. Lear tears off his clothes in response to seeing Edgar (disguised as Tom) with an uncovered body. It’s the first time in his life that he actually sympathizes with someone other than himself.As Lear is driven further and further into insanity, he starts to think more about humanity and the way the world perceives him. Lear has actually taken into account some of the things that Edgar says because he realized that the world doesn’t just revolve around him and that material possessions are not everything. This kind of ironic because along with being physically naked, he is also figuratively naked because he has lost all support and must face the cruelties of the world by himself. 15.Gloucester’s appearance at the hovel illustrates the parallel structure between the Lear-daughters plot and the Gloucester-sons subplot because it symbolizes his growing level of compassion for banishing Edgar, his beloved son. He regrets his actions so much that he shows pity o n King Lear by giving him shelter. This is a similar development to King Lear as the abandonment of Cordelia opens his eyes to his regretful actions, wishing that he could also go back and redeem himself, just as Gloucester is attempting to do so. 6. The trait that King Lear is developing in response to his daughter’s treatment is sympathy. We see this when he sees the Fool outside of the shelter and tells him to go first, pitying his condition. Additionally, he reflects on poverty, stating that â€Å"Poor naked wretches, whereso'er you are, That bide the pelting of this pitiless storm,† showing how his eyes have been opened to the fact that there do exist people that aren’t as rich as he supposed them to be (considering that he even thought about them, which I doubt).This trait affects his status as a tragic hero because a tragic hero is always enlightened after realizing the mistake he has made. Because of this error of judgment, he develops a sympathetic trai t that enhances his image is a tragic hero. Scene V 17. Edmund’s reward upon reporting Gloucester’s alleged sympathies for the King of France to the Duke is the position as the Earl of Gloucester. 18. Edmund represents his family obligations to the Duke when he talks about the treason Gloucester has committed.He basically tells the Duke that he is regretful that he has permitted his love for his family to be brushed aside because of his desire to be loyal to him. Instead of protecting his family, Edmund is more concerned with being the Earl of Gloucester. His character is such that he will do anything to get what he wants, may it be to offend someone or completely defeat them. 19. Edmund’s attitude toward the concept of loyalty is that he would put all sense of loyalty to his family aside just so he could achieve some personal gain.What this reveals about his character is that he has remained the same since the start of the play: greedy and a bastard (literally) . He has no sense of morality at all as we see him continually accepting Cornwall’s request to keep misleading Gloucester. 20. The Duke promises Edmund that he will punish Gloucester for his treason and he will become the Earl of Gloucester. Scene VI 21. The imaginary event that Lear stages once he has entered the farmhouse chamber is a mock trial of Goneril and Regan. In the trial, Edgar, Kent, and the Fool server as the jurors while Lear pleads the case against his daughters. 2. During his trial, Lear accuses Goneril by stating that â€Å"she kicked the poor king her father,† basically stating that she has betrayed him. 23. Edgar fears that his true identity might be exposed because he’s showing traces of his sympathy for King Lear. The audience learns about his concerns in his aside when he states that â€Å"My tears begin to take his part so much, they'll mar my counterfeiting. † The fact that the character of Tom doesn’t suit him to show so mu ch sympathy for the king worries Edgar. 24.The news that Gloucester delivers upon his arrival is that someone is plotting to kill King Lear and that he must leave immediately. 25. Lear’s suffering impacts Edgar’s disposition cheers Edgar up. This occurs simply because of the fact that he sees someone so positioned in society as a king in a state as miserable as himself. Additionally, he points out that suffering is more bearable when it is shared with another individual. Also, since Lear is a little more humble now, he is open to conversing and relating with other people not of his status. Scene VII 6. Cornwall orders his servants to pursue Gloucester because he had helped King Lear and the Fool escape to Dover. He apprehends Gloucester at the gate of his own castle. 27. Cornwall vows to torture and inflict as much pain on Gloucester once he has been found because he’s aware that although he needs to hold a formal trial for him, he can still get away with a brut al punishment. 28. Gloucester considers Regan’s and Cornwall’s behavior toward him inappropriate because they have treated Lear immorally and don’t have the right to punish him without a trial.However, being as cruel as they are, they find it appropriate to rip his eyeball’s out (Ouch! ) just for helping Lear. 29. The information that Regan and Cornwall demand from Gloucester is 30. The image that Gloucester evokes when he speaks to Regan is of Lear’s two daughters torturing and causing a lot of pain (both emotional and physical) towards their father. It is also a description of his coming punishment from Gloucester stating that instead of seeing Lear disrespected by his two cruel daughters, he would rather punishment or even death.These words show his absolute loyalty towards the king. 31. This image of the two sisters compares to their words of affection they uttered in the opening scene of the play in that they are completely contrasts. In the b eginning, all they did was flatter their father into getting the largest possible share of his inheritance (and that foolish old man wasn’t able to recognize it. † However, in this scene we see the extent of their cruelty towards Lear. They cast him out of their castles and atop of that refuse to show any sympathy for their actions.He is shown no love and honor whereas in the first scene, it was nothing but that. 32. The servant interferes with the proceedings in Gloucester’s castle because he states that he cannot watch Cornwall commit such an atrocity towards Gloucester. This reveals his supportive character and shows us that he doesn’t let his duty as a soldier get in the way of his morals. Although it’s kind of nice to see that someone is finally standing up against Cornwall, it is sad because instead of it being his son, Edmund, it is a complete strange who realizes that what is happening is incorrect and immoral. 3. The startling news about Ed mund that Gloucester learns from Goneril is that Edmund was the one who turned him in. At this point, Gloucester realizes that Edmund is a traitor and has been all along in addition to the fact that Edgar is innocent. 34. The theme that is advanced by the gouging out of Gloucester’s eyes is vision and blindness. In the first act, Gloucester is â€Å"blinded† by anger as he listens to everything Edmund tells him and doesn’t take a step back to realize that Edgar is a loyal son. It is through the gouging of his eyes that his blindness and ignorance is represented.It’s ironic because it’s not until he loses his sight that he realizes the traitorous Edmund had tricked him. 35. What is significant about the servant’s challenging Cornwall about his treatment of Gloucester because we finally see hope of the rise of good to challenge evil. Although it is not between two major characters, it is this spark that is necessary in order to ultimately win the fight for the good and defeat all the evil characters in this play. Shakespeare probably threw this in there in order to provide a sense of hope, therefore keeping us captivated.

European Settlers Essay

European settlers went through many changes after the discovery of New America because of Christopher Columbus voyage. The Europeans accidentally found the American land which was originally owned by Native American tribes. The Native American culture was very liberal and had very different lifestyles when it came to beliefs in religion, owning land, medicines, hunting farming and family. The Native Americans did not see people as enemies and believed that many people could be invited to join their tribes. The Natives taught the Europeans of their survival skills which included farming, hunting and tools. The Europeans later took advantage of the Native Americans benefits and weaknesses. The Europeans discovered that the Indians had lots of unclaimed land and saw their governing rules as weak. Europeans settlers disagreed with Native American religion, celebration, music, medicines and saw the male as weak. The reason the male Indians were looked at as weak was because they would constantly hunt and the woman would stay and handle all the labor at the tribes. In result, the European people began learning more of the culture and disagreeing with the lifestyles leaning more toward a governed political aspect. Europeans did benefit in many ways of the discovery of the â€Å"New America† since they came up with the idea of taking over the so called unclaimed lands, controlling the Indians and turning this into their very own. Soon the European settlers were all migrating to America in seek of farming and land ownership. Since the Europeans learned of all the work that needed to be done they then turned to slavery of people from Africa. The Europeans did not want to have to work constantly and put in infinite hours to the hard labor so this is why slavery became a great way for them to complete their projects. The European settler’s mindset was focused on riches and power. They did not care of the African slaves and their emotions. The Africans were looked at as showing less value than an animal and were a huge impact during the American migration era. The Europeans invested a lot in farming, human sale, and human trade. Their African slaves were to maintain rice, tobacco, sugar cane and cotton. The Africans did not have any rights and were contracted to work with belief in owning possible land and freedom. Unfortunately, this was a way to keep their slaves working with hopes of something in return which was a false hope. The slaves were treated very bad and had no rights. The men were not allowed to get married and were worked constantly. Not only were the men and woman slaves treated badly they had no authority to be educated. It was seen in Europeans eyes that slaves were not allowed to read and write.

History of the Gatling Gun and Dr. Richard Gatling

History of the Gatling Gun and Dr. Richard Gatling In 1861, Doctor Richard Gatling patented the Gatling Gun, a six-barreled weapon capable of firing a (then) phenomenal 200 rounds per minute. The Gatling gun was a hand-driven, crank-operated, multi-barrel, machine gun. The first machine gun with reliable loading, the Gatling gun had the ability to fire sustained multiple bursts. Inventing the Gatling Gun Richard Gatling created his gun during the American Civil War, he sincerely believed that his invention would bring an end to  war by making it unthinkable to use due to the horrific carnage possible by his weapons. At the least, the Gatling guns power would reduce the number of soldiers required to remain on the battlefield. The 1862 version of the Gatling gun had reloadable steel chambers and used percussion caps. It was prone to occasional jamming. In 1867, Gatling redesigned the Gatling gun again to use metallic cartridges; this version was bought and used by the United States Army. Life of Richard Gatling Born September 12, 1818, in Hertford County, North Carolina, Richard Gatling was the son of planter and inventor, Jordan Gatling, who held two patents of his own. Besides the Gatling gun, Richard Gatling also patented a seed-sowing rice planter in 1839 that was later adapted into a successful wheat drill. In 1870, Richard Gatling and his family moved to Hartford, Connecticut, home of the Colt Armory where the Gatling gun was being manufactured.

The Beauty of Space essays

The Beauty of Space essays Staring into the night sky, a person could easily become overwhelmed thinking about what lies beyond our solar system. Is there life in other galaxies? What really makes up the universe? Does the universe have an end? These are common questions we find ourselves asking that even the most educated astrological scientist cannot answer. Perhaps the best way of beginning to understand the expanses of space is to look at less abstract elements and focus more on occurrences with substantial scientific evidence to explain their existence. Two prime examples of more concrete spacial findings are the phenomena known as white dwarfs and supernovae. By comparing and contrasting this couple, we are setting a path towards better grasping the complex concepts that accompany cosmology (the study of the universe). All stars produce enough heat in their core to facilitate what is known as fusion. Fusion takes place when an element, such as hydrogen, melds two of its atoms together to form a new element, helium. And once all the hydrogen in the star has fused to helium, helium begins to fuse into carbon. However, the helium in the stellar core will eventually run out as well; so in order to survive, a star must be hot enough to fuse progressively heavier elements, as the lighter ones become exhausted one by one (Supernovae). The heavier stars in the universe have no problem continuing to fuse elements until they reach iron. Iron causes a problem because it is the first element reached by a star that requires energy to fuse it together instead of giving off energy. As iron fusion attempts to take place it saps thermal energy from the core and therefore reduces the internal pressure. Without added pressure, the outer layers of the star begin to feel the effects of gravity and th us collapses on itself very quickly (Supernovae). What happens next depends on the mass of the star. Stars with a m ...

Catch

Heller’s novel was able to become so popular because readers use the characters as a comparison of how patriotism should be, and the attitudes of the soldiers during World War II illustrates how idealism needs to change. The attitudes of characters in Catch 22 are far from our normal perception of patriotic. For example, the main character, Yossarian fakes injuries in order to stay the in hospital, because he does not want to risk his life in battle. He complains saying things such as â€Å"I think it’s my appendix bothering me† (Heller 176) and â€Å" then I’ll just go back to the hospital† when he is soon to encounter another battle. Yossarian is so unpatriotic that he even â€Å" goes absent without official leave from Milo† (Heller 405). Many characters in Heller’s novel simply have no motivation to serve and protect their country. One soldier states, â€Å" there’s no patriotism, that’s what it is. And no matriotism, either† (Heller 123). Compared to the time period in which the novel was written, this mind set is unacceptable. Yossarian has such a negative attitude, it is even stated â€Å"morale was deteriorating and it was all Yossarian’s fault However, there are characters in the story that are used as comparison to Yossarian, and show the level of morality people would have expected during the time period in which the novel was published. Appleby is one of these soldiers, who seems to be the perfect soldier. He follows regulations without question and does everything he is supposed to do, managing to succeed with minimal effort at whatever he does. It is stated that â€Å"Appleby is a symbol of American Virtue† (Heller 18) Texan is also another comparison character. Texan is up beat, excited, and full of energy. He is proud to be serving his great nation. Heller writes, â€Å" Texan turned out to be good-natured, generous, and likable. In three days no one could stand him. † (Heller 9) This statement clearly explains the behavior of most soldiers in the novel. The importance of these characters is to portray to the reader how soldiers should have acted, and also provide evidence for the rise in levels of idealism and patriotism during this time period. It is easy to tell by the soldiers in Catch 22 that attitudes needed to change. The presidency of John F.

Employment Law in UK Case Study Example | Topics and Well Written Essays - 2000 words

Employment Law in UK - Case Study Example Since, the European law prevails over the domestic law, the domestic courts and tribunals have to apply relevant principles of the European law, which in this context refers to the EC Treaty and directives2. Sometimes, a court or tribunal directly applies the European law and sometimes, where there seems to be a conflict between domestic and European law, the European Court of Justice or the ECJ is asked to decide on the correct interpretation of the law. The ECJ's objective is to ensure the uniform interpretation and effective application of European law. In case of a conflict between domestic legislation and European law, an important consideration is whether the law concerned has direct effect in the UK. Article 141 of the EC Treaty3 has direct effect between private citizens or the horizontal effect and between private citizens and the state or the vertical effect. As per the provisions of the European Communities Act 1972, the European Community law forms part of UK domestic law. ... In respect of appellant claims, Section 2(4) of the 1970 Act is relevant and in order to be admissible in an employment tribunal, these claims have to be filed within the statutory time limit. In such cases the employment tribunal is empowered to grant a successful applicant the right to retrospective access to the scheme, subject to the payment of appropriate contributions, wherever the periods of employment were not earlier than the 8th of April 1976. The significance of this date is that from this date direct effect was given to the judgment of the European Court of Justice in Defrenne v Sabena6 and in this case the court held that article 119 of the EC Treaty7 provided for equal treatment in the right to join an occupational pension scheme. In Alabaster -v- Barclays Bank Plc8 Mrs. Alabaster pleaded that her employer's failure to incorporate her pay rise into her SMP was contrary to the Equal Pay Act 1970 and Article 141 of the EC Treaty. The ECJ ruled in her favour and held that there was a breach of EU law, resulting in the UK Government amending the SMP rules. The Employment Appeal Tribunal or EAT has ruled that the Equal Pay Act 1970 is not infringed by a pay system wherein employees with more service and experience were paid more than those with lesser service and experience even though most of the latter are female and most of the former are male. The argument that the ECJ decision in Nimz v Frie und Hansestadt Hamburg9 is not good law because of Handels- og Kontorfunktionrernes Forbund I Danmark v Dansk Arbejdsgiverforening10, is untenable, because the first case was concerned with part time employees whereas the

Consumer Buyer Behaviour and Organisational Buyer Behaviour Essay

Consumer Buyer Behaviour and Organisational Buyer Behaviour - Essay Example The researcher of this essay aims to analyze the buying process of the consumers which entails few different stages while arriving at a final purchase decision. The ‘consumer buying behavior’ is explained to be the buying of the products for the reason of personal or even household use but is not indulged in for any kind of business intentions. In a similar way, organizational buying is referred to be a multifaceted process related to decision making as well as communication. This multifaceted process is learned to occur over time entailing numerous organizational members along with their association with the other existing organizations as well as institutions. The process of organizational buying behavior is observed to be a definite behavior that involves more than just an easy process related to placing of orders with regard to the suppliers. ‘Organisational buying behavior’ is referred as the course of action related to decision making with the help of which the official organizations create the requirement for the purchased services as well as products.The official organizations are also believed to recognize, assess and select among the other suppliers and brands. Thus, this complete process is known as the ‘organisational buying behavior’ (Ferrell & Hartline, 2010). ... It needs to be mentioned and comprehended in this respect that the widely explained practice of organisational buying is believed to differ from the process related to consumer buying in certain significant ways. The innate challenges witnessed in the process of organisational buying compared to the consumer purchases are taken into concern from the external as well as internal viewpoints. To be specific, the external associations with regard to the buyer as well as the seller in case of organisational buying are believed to be reliant on the aspect of derived demand. This particular facet of derived demand is referred as an increasingly difficult buying as well as selling process along with involving an increasingly intense customer base. In comparison, the consumers are observed to indulge in purchases for the reason of their respective personal as well as household use along with involving a comparatively less difficult procedure and symbolising an assorted consumers group (Sheth, 1973). Internally, the organisational purchasers entail a tendency to provide increasing focus compared to the final consumers on the aspect of technology as well as superior performance. Greater emphasis is also learnt to be laid on the factor of customisation for the reason of catering to the definite necessities along with the guiding principle related to order-fulfilment. This factor of order-fulfilment is believed to involve manufacturing to ordering in comparison to just filling of a particular order related to finished products with regard to an accessible inventory (Oxford University Press, 2011). In comparison to the final consumers the organisational purchasers are also believed to entail a tendency of

A critical analysis of three short stories or one short Novella by one Essay

A critical analysis of three short stories or one short Novella by one author - Essay Example Rather than portraying his characters in keeping with the generally accepted and widely held view of the stereotypical farmer, for instance, Faulkner presented his characters, good and bad, with a strong degree of sensitivity and understanding (Cowley, 1977). By covering several aspects of living in Yoknapatawpha, telling stories from various different viewpoints within the town, Faulkner has an amazing repertoire of characters who drift in and out of focus and who can trace their lineage back to his first tale. He wrote primarily from his experience growing up in the south and within his archetypal setting, he was able to establish clearly defined allegories such as Time in â€Å"A Rose for Emily†, the strength of the southern black man in â€Å"Ad Astra† and the struggle of the natural against the civilized in â€Å"The Bear.† Faulkner is one of the least educated and least experienced writers of his time. Born in New Albany, Mississippi on September 25, 1897, he was originally William Falkner, the first of four sons born to Murry and Maud Falkner. He acquired the ‘u’ later in life probably as a typographical error and later as an intentional misspelling to obtain a position with the Royal Air Force in Canada as he felt it made him appear more British (Padgett, 2005). When he was five years old, the family moved to Oxford. Although he reportedly showed a great deal of artistic talent at a young age, Faulkner was quickly bored with school and dropped out without graduating from high school. Other than a short stint at the University of Mississippi, he never returned to school. He joined the Royal Air Force in Canada, but was honorably discharged shortly after he completed training when the war ended, forcing him to return home to Mississippi. He remained somewhat unanchored for a while, taking odd jobs, publishing poetry and short stories and attending the university before moving to New

Peer Review Essay Example | Topics and Well Written Essays - 500 words - 5

Peer Review - Essay Example This is memorable because it brings out the abandoned work of civil society and the need to hold government accountable for social justice. The fact that the writer ends with a word of advice, asking that the tribal governments be allowed voices to speak gives a perfect sense of completion and that completion is that the needed freedoms have seen not been granted and that it is time to grant them to those who deserve them. Even though it is an important part of article writing to be making references to previous articles, especially when they are written by the same author, it is very important that once such reference is made some details will be given to the part of the article that is being referred to so that those who might never have access to such articles can understand what is being said but this was lacking here. The most memorable part of the essay is where revelation is made of how the people believed in human sacrifices in those days. This is memorable because it really teaches about societal evolution and the changes that has accompanied out social lifestyle over the years. Perhaps, they are things we do that will not be done 500 years to come. The ending of the story is very sudden because the writer suddenly gives factual reason to the source of the bones, which were found and served as topical issue at the beginning of the essay without giving indication of how this conclusion was arrived. In future works, the writer should be more detailed and structure the essay well be give it a solid conclusion that will not make readers wonder how come such definition claims as the source of the bones were established. The maker of the call for a Native American to take the highest position at the Supreme Court refuses to give justifiable reasons why the position has never been held by Native Americans. It would have served a lot of good and brought clarity if the reasons were given. It is memorable and refreshing to

Essay of Narration Example | Topics and Well Written Essays - 500 words

Of Narration - Essay Example In vain, he tried to bring himself to understand how he could do foolish enough to attempt cheating in exams, yet he had never succumbed to this temptation even once. His mind paced to and fro, as if in an attempt to cushion him from the glaring disgrace that stared him in the face. That he is diligent and a promising young man, people readily agreed. All his continuous assessment test papers had averaged above seventy percent. The fact that this was his first semester underscored further, the bright prospects of success that Joe had ahead of him, both in campus life, and thereafter. Indeed, Joe was a stark contrast of his peers who were grappling with the new concepts that were being introduced to them. The contrast that differentiated Joe from his peers surpassed matters of impeccable academic performance. Unlike his friends who tinkered campus life with fun, Joe was an orphan who knew that the brightness of his success depended on his academic excellence. A first born among four siblings, Joe’s plate of responsibilities was indisputably full. Finishing campus with first class honors, landing a decent job and supporting his three brothers were the main objectives that lingered frequently in his mind. However, the most immediate objective that Joe shouldered apart from his studies was processing the family’s inheritance, since his parents had died without having written a will. This task, Joe had to juggle with his studies. As such, no lady had managed to squeeze herself into Joe’s life and time yet. Nevertheless, with all his commitment and focus, little had Joe known that his busy schedule had slowly started eating into his academic time plan. It was just three weeks ago when he copied down the exam timetable that had signaled the end of the semester. One of the second continuous assessment takeaway tests had not been handed in. The lecturer’s deadline was firm, to the effect that all essays had to be handed in before the

A critical analysis of three short stories or one short Novella by one Essay

A critical analysis of three short stories or one short Novella by one author - Essay Example Rather than portraying his characters in keeping with the generally accepted and widely held view of the stereotypical farmer, for instance, Faulkner presented his characters, good and bad, with a strong degree of sensitivity and understanding (Cowley, 1977). By covering several aspects of living in Yoknapatawpha, telling stories from various different viewpoints within the town, Faulkner has an amazing repertoire of characters who drift in and out of focus and who can trace their lineage back to his first tale. He wrote primarily from his experience growing up in the south and within his archetypal setting, he was able to establish clearly defined allegories such as Time in â€Å"A Rose for Emily†, the strength of the southern black man in â€Å"Ad Astra† and the struggle of the natural against the civilized in â€Å"The Bear.† Faulkner is one of the least educated and least experienced writers of his time. Born in New Albany, Mississippi on September 25, 1897, he was originally William Falkner, the first of four sons born to Murry and Maud Falkner. He acquired the ‘u’ later in life probably as a typographical error and later as an intentional misspelling to obtain a position with the Royal Air Force in Canada as he felt it made him appear more British (Padgett, 2005). When he was five years old, the family moved to Oxford. Although he reportedly showed a great deal of artistic talent at a young age, Faulkner was quickly bored with school and dropped out without graduating from high school. Other than a short stint at the University of Mississippi, he never returned to school. He joined the Royal Air Force in Canada, but was honorably discharged shortly after he completed training when the war ended, forcing him to return home to Mississippi. He remained somewhat unanchored for a while, taking odd jobs, publishing poetry and short stories and attending the university before moving to New

Essay of Narration Example | Topics and Well Written Essays - 500 words

Of Narration - Essay Example In vain, he tried to bring himself to understand how he could do foolish enough to attempt cheating in exams, yet he had never succumbed to this temptation even once. His mind paced to and fro, as if in an attempt to cushion him from the glaring disgrace that stared him in the face. That he is diligent and a promising young man, people readily agreed. All his continuous assessment test papers had averaged above seventy percent. The fact that this was his first semester underscored further, the bright prospects of success that Joe had ahead of him, both in campus life, and thereafter. Indeed, Joe was a stark contrast of his peers who were grappling with the new concepts that were being introduced to them. The contrast that differentiated Joe from his peers surpassed matters of impeccable academic performance. Unlike his friends who tinkered campus life with fun, Joe was an orphan who knew that the brightness of his success depended on his academic excellence. A first born among four siblings, Joe’s plate of responsibilities was indisputably full. Finishing campus with first class honors, landing a decent job and supporting his three brothers were the main objectives that lingered frequently in his mind. However, the most immediate objective that Joe shouldered apart from his studies was processing the family’s inheritance, since his parents had died without having written a will. This task, Joe had to juggle with his studies. As such, no lady had managed to squeeze herself into Joe’s life and time yet. Nevertheless, with all his commitment and focus, little had Joe known that his busy schedule had slowly started eating into his academic time plan. It was just three weeks ago when he copied down the exam timetable that had signaled the end of the semester. One of the second continuous assessment takeaway tests had not been handed in. The lecturer’s deadline was firm, to the effect that all essays had to be handed in before the

Marketing Plan for Bata Essay Example for Free

Marketing Plan for Bata Essay In this total market demand, about 42% are brand-driven. And bata is covering about 12% of the organized footwear segment. Industry environment- Threat of new entrants- †¢There are many barriers to entry preventing new entrants from capturing significant market share. Large footwear producer enjoy economy of scale that create cost advantage over any new rival. †¢BIL differentiated it’s product from rivals product like Comfort (using dynamic spring pad that acted as cushion on the feet for women’s footwear), Wind (in build air technology that allowed feet to breath fresh air) etc. The capital requirements are a high entry barrier to a new firm to the industry. However, an existing shoe manufacturer may enter the athletic shoe industry simply by re-tooling their manufacturing plant. †¢Switching cost is very low for footwear industry because shoes are relatively inexpensive personal goods that are frequently replaced. †¢Access to distribution channel is barrier to entry because it is really difficult for a startup firm to get shelf space at major shoe retailer. But existing firm may use their existing connections to easily access shoe distribution channel. Bargaining power of buyer- †¢Bata is largest player in industry with 9-10%volume share and 60% market share in organized segment. It had a market share of 70% in canvas shoe segment and 60% in leather shoe segment. Their dominant market share give them power over buyer. †¢Bata is a big buyer of raw material who buys significant part of suppliers’ revenue. This in a way provides good bargaining power over suppliers. †¢As a part of its strategic decision Bata set up a rubber/canvas factory in Faridabad, Haryana in 1951. So it can threaten it’s supplier to integrate backward. Bargaining power of supplier- †¢Shoes are made of leather, rubber, nylon etc. These materials could be classified as commodities, where the manufacturing process adds the value. For this reason supplier have limited bargaining power over buyers. Threat of substitute product- †¢Consumer switched from one product to another if alternatives are available in same quality and performance range and have competing price or lesser price. BIL produces 10% of total hawai ranged from Rs. 35-110 while competing local brands were selling at Rs. 25-50. Again when global trade open then market flooded with many international brands having variety and competing price. Rivalry among existing firms- †¢Mostly numbers of competitors are stable, especially because of high entry barriers. This adds to the rivalry among existing firm. Manufacturers watch each other carefully and make appropriate countermove to match the competitors move. Leading competitor of BIL are Lakhani shoes, liberty shoes, action shoes, woodland, paragon and relaxo in organized segment. General environment- Demographic- †¢Indian market is highly fragmented between rural and urban market. Thus with the implementation of Marketing plan the company’s profit are expected to rise by 100. 30 crores compared to the actual profit that it will have without the implementation of marketing plan. Implementation controls: The progress can be measured on quarterly basis by comparing the company’s growth rate with that of the industry for that quarter The Capital Asset Pricing Model van be used where R(b) = R(i) + beta(R(i)) Here R(b) is the expected growth (here sales) for Bata India Ltd and R(i) is growth of the Industry. Beta is the equating factor that tell by how much the company has grown with respect to the industry.

Effect of Social Media on Social Movements

Effect of Social Media on Social Movements The new media platforms, such as social networking sites, have benefited from the internet that has made globalization real. Apart from giving the minority group an opportunity to achieve larger public acknowledgment, it also offers them a chance for self-expression. To begin with, media acts as a mode through which information is transferred to a large group of people. In the process, it constructs and outlines the public opinion on different societal matters. Minority groups, such as women, LGBT, disabled people, and immigrants, have had hardly solved challenges since their voices are unheard due to stereotypes in the society. (Castells) States that one important characteristic of the new platforms of media is that it is digital, and this avails it all parts of the world. New media has given the minority groups equal access to global affairs. The history of womens rights started in the 1960s where women fought for suffrage rights, inclusion in state positions, and other equality rights. Nonetheless, women rights have been violated across the world. Evidently, women hardly get the same platforms to express themselves as men do. Gender inequalities occur because of societal norms and stereotypes placed on a particular group of people due to their gender orientation; women in this case (Reifovà ¡ and Tereza). Fortunately, through new media platforms, women from different cultures have been able to fight for their rights. In this regard, online media has proved to be an essential tool in raising awareness on several women issues in different societies. Women have used this platform to advance their fight for their rights up to international levels. Mainly, social media has been used by several groups of women to push for accountability on activities related to women rights violation. Currently, social media platforms like Fa cebook, Twitter, Instagram, Pinterest, and others have helped women to raise gender consciousness, organize equality campaigns, share ideas, and participate in policy development on gender-related issues (Chetkow-Yanoov). These women networks have brought changes to countries like India, Kenya, Brazil, Egypt and Saudi Arabia among others. Several online campaigns have proved useful in the fight for human rights in countries that violence against women is rampant. For instance, Egyptian women have had to go through sexual harassment for a long time, but this has changed ever since campaigns like #MeToo were launched through Twitter as a new media platform (Reifovà ¡ and Tereza). This campaign was meant to let women share their experiences and tell the world about their plight. The campaigns paid off since the government introduced a law against sexual harassment and women could take legal action against their oppressors. Another example of such movements in Egypt was a Facebook campaign called â€Å"Mat3brhash†. This campaign was started by Egyptian women to resist violence and harassment that they experience in the country. The campaign has drawn the attention of various organizations throughout the world and can be considered as an attempt to confront women harassment in Egypt. Similarly, Saudi Arabia has been battling gender inequality due to the conservatism nature form their culture and religion. In their case, the impact of social media on the right of women to drive in Saudi Arabia cannot be underestimated. For instance, Saudi Arabian women activists have managed to battle equality challenges by using media to highlight their experience. For instance, in 2011, on the wave of the Arab Spring, which led to political reforms, the Women2drive movement was formed. Activist Manal al-Sharif played a prominent role in it: she conducted propaganda in Facebook, laying out videos in which she showed her skills in machine control. Al-Sharif was later arrested. In another instance, in 2014, a human rights activist, Loujain al-Hathloul, drove a car to a territory of Saudi Arabia in protest against the law banning women from driving vehicles in Saudi Arabia. She was arrested and detained in police custody for close to three months. Women from the Saudi Arabia conducted several campaigns on social networks demanding the right to drive cars. Previously, only men could get a drivers license. In case a woman was seen driving in a public place, police officers could arrest her. Following a public outcry, such bans have been lifted. After the government allowed women to drive, to obtain the rights of women in Saudi Arabia does not even require the permission of male relatives, which is still necessary when getting a passport, crossing the border, and marrying. Equally, the #BringBackOurGirls was created in Nigeria to campaign for the release of schoolgirls who Boko Haram, a militia group in the country, abducted. This Nigeria’s abduction of students made the world come together to facilitate the release of the girls. Fortunately, some of the girls were rescued. LGBT groups of people have been depicted differently in media throughout history. Before the 20th century, the LGBT community has had negative representation by the media (Castells). It was portrayed as a perversion or even crime. However, this has changed significantly through new media and recently many countries like the US legalizing it. Mainly using social media, the LGBT community has made it their responsibility to make them known and define their culture. The positive representation has served to make the community acceptable within the society, and several people are giving them the necessary support (Alston and Knuckey). Recent years have seen the increase of LGBT community in TV shows, dramas, and others. This representation whether positive or mirroring the stereotypes in the society has helped impart knowledge about this minority group to the people (Castells). However, the transgender people have not had proper representation as compared to the gays, lesbians, and bisex uals. Notably, the transgender group has not been in public light as long as the others, and they have to face their challenges in order to triumph. Currently, the important thing is that media coverage of events and issues related to the rights and self-esteem of homosexuals has improved the publicity of the LGBT groups. For instance, homosexuals and lesbians are treated differently than ethnic, religious, or other social minorities. A notable example of an LGBT is Caitlyn Jenner, who formerly identified herself as a male. Caitlyn Jenner, once called Bruce Jenner, was an American television character and a former Olympic gold medal frontrunner in decathlete. Jenner has been using social media to fight for the rights of the transgender people. In 2015, she came out as a trans-woman having battled gender dysphoria from her youth. Due to her moves to fight for the rights of the transgender people in the society, Caitlyn, as a media celebrity, has made people become more accepting of the LGBT group lately. Another minority group that is worth analyzing is people with various disabilities, both physical and mental. Those with disabilities have not had it easy in history. They have been an easy target by people who seek to take advantage of them. Due to their disability, they are not able to carry out certain tasks and thus are vulnerable to accept help from not so trustworthy individuals. The phrase â€Å"disability is not inability† has been going around for some time now and the phrase is meant to let the public realize that the disabled can also live a normal life and participate in activities that were thought to be impossible for them. Through media, the stereotyping is slowly dying as the disabled community are proving themselves capable to the world. The same way other people try to make life easier by innovation, the handicapped life can also be made easier through assistance using technology. At some point in history, the deaf were considered passive members of the socie ty (Reifovà ¡ and Tereza). However, this has significantly changed through media. The deaf can participate in discussions through social media without requiring interpreters and such assistance. An example of a disability person who fights for the rights of this group is Judy Heumann, who is an American activist for the disability community. She has been a civil rights campaigner for handicapped people who use social media to foster her course. Another example is Wade Blank, an American disability activist. Using new media platforms, he has been leading campaigns on national rights for the disabled people. Blank heads â€Å"American Disabled Attendant Programs Today â€Å"ADAPT† and has been lobbying make public places easily reached by the disabled people. Digital communication provided by new media platforms has been helpful in making life easier for migrants. The social media has given the migrants the opportunities they did not have before. Migrants currently can participate in political as well as social life in both country of origin and the country they reside in (Castells). In fact, the migrants are able to get a clearer perspective of the happenings in their home countries. The migrants can exchange information through social media with their friends and families that still are in their home countries. The exchange of information makes it possible to bring social and political change in those countries. Websites like Kginfo.ru and Tajmigrant.com are used in Russia by new migrants to communicate to their original governments in order to provide them with strategies of being incorporated in their new country. Overall, in the recent times, mass communication/the media has become one of the most important instruments of influence on society, especially on matters of immigration. Media portrayal of challenges that immigrants face in their lives affects their status and social rights. Overall, a vivid representative of the ideological influence in the mass media, that disseminates various behavior patterns imposes standards and dictates life patterns. Which, with prolonged perception, have a significant impact on the modern society, especially on the minority groups, such as the women, LGBT, immigrants, and the disabled people. The new media platforms alone cannot solve the minority groups’ problems. However, the power it has, with regard to fueling reforms, is great. Through social media, laws have been amended, and so many more movements have been created to fight for the rights of the minority groups in various quarters. Different minority groups have different challenges and there use of new media can sometimes lead to uncommon results. The majority people create the notion of a minority group, and so the change can be affected when their perspectives change. Together with authoritative bodies, media can be employed to impart knowledge and shape the perspective the majority have of minority groups in order to bring social change. Works Cited Alston, Philip, and Sarah Knuckey. The Transformation of Human Rights Fact-Finding. Oxford University Press, 2016 Castells, Manuel. Networks of outrage and hope: Social movements in the Internet age. Polity Press, 2012. Chetkow-Yanoov, B Harold. Social Work Approaches to Conflict Resolution: Making Fighting Obsolete. Routledge, 2013. Reifovà ¡, Irena, and Tereza Pavlà ­ckovà ¡. Media, Power and Empowerment: Central and Eastern European Communication and Media Conference Ceecom Prague 2012.

Essential Amino Acids as Ergogenic Aids :: Health Medical Research Papers

Amino Acids Amino acids are considered the building blocks of proteins. Breaking down protein will yield 22 known amino acids. There are three types of amino acids. These are indispensable(essential), conditionally dispensable, and dispensable. Conditionally dispensable amino acids can be synthesized from other amino acids by our bodies. Dispensable amino acids are considered non-essential. Amino acids are "one of the six basic nutrients our body needs". Essential Amino Acids acids are central to our discussion with regards to their use in weightlifting and training. httg:///www.kaiwan.com/-fitnessalaacid.html (hftp://www.thelinx.com/healthy/aminoacd.htm#valine) (hftp://www.getbig.com/articies/protein.htm) The Essential Amino Acids Of 22 amino acids, 8 or 9, are considered essential because our bodies can't manufacture them. These are tryptophan, lysine, methione, phenylalaine, threonine, valine, leucine, isoleucine, and histadine. Leucine "serves as a substrate for muscle metabolism during periods of cellular energy depletion" and promotes healing of the skin and broken bones as well as improving alertness. Tryptophan, whose benefits include calming, stimulating the release of growth hormones, and cholesterol reduction, is the only essential amino acid whose free form is not currently available in the U.S. lsoleucine helps in the formation of hemoglobin and is used by the muscles for energy. Valine, which promotes muscle coordination, remains unprocessed by the liver allowing it to go directly to muscles. Histadine dilates blood vessels, helps to alleviate symptoms of arthritis and ulcers, and helps in the production of red and white blood cells. Lysine builds new body tissue and bone, enhances fertility, improves concentration, and may be an effective treatment for certain forms of herpes. Methione reduces fat and protects the kidneys and may also reduces cholesterol levels. Phenylalaine serves to reduce hunger pains, helps in the production of Norepinephrine and collagen, and improves memory and alertness. Threonine assists in metabolism and assimilation, prevents fatty build-up in the liver, and is a component of collagen. (http://www.nutrimart.com/amnoinfo.htm) (http://www.betterbodz.com/suppl/leucine.htmi) (http://www.getbig.com/articles/protein.htm) (http://www.thelinx.com/healthylaminoacd.htm#valine) Branched Chain Amino Acids (BCAAS) Studies indicate that the presence of branched chain amino acids (leucine, isoleucine, and valine) after training is "critical for recovery" If they are ingested before exercise they may "alter hormonal responses to high intensity exercise". BCAA supplementation occurring during the exercise may have several health benefits, including "improved physiological and psychological responses to endurance exercise". BCAA's can compromise up to thirty-five percent of muscle tissue and a lack of any one of the three can "result in a decrease in muscle strength and tone"(Nature's Pantry Free Pamphlet).

Analysis of Propaganda: First Theories of Decoding and Effects Essay

1) assumptions In this paper I discuss several assigned articles with regard to the assumptions, focus, time and space contexts, stated purpose, and comparison between certain articles. Except for one article, all articles in this weekly reading are assumed to use post-structuralist paradigm. In their article, Lobao & Meyer (2001) encourage the readers to use combination of macro, meso, and micro approach in understanding agricultural transformation rather than only macro approach. For example, they urge the Human Ecology Theory (PEP), which is micro theory about individual’s adaptation to the dynamic of environment like population density, culture and technologies, and bio-physical environment. They criticize the PEP paradigm as heavily oriented in structural approach, neglecting the dynamic of socio-psychological factors of individual and social practices. For Lobao & Meyer, micro level of the household dynamic is crucial to understand the survival mechanism of the smallholder farmers to seek â€Å"strategic business behavior† (p. 112). Moreover, gender division, particularly with regard to the struggle of women in on-farm and off-farm activities is important. The Lobao and Meyer’s article also highlights the regional context of agri-related policies, such as agricultural loans which tend to be biased to certain ethnic groups, a fact that may be overlooked by the PEP. For comparison, Bernstein’s article is also in similar vein, in which he looks at the case of Green Revolution in India as not â€Å"resource neutral† (p. 61), by giving more access to the richer farmers to any program innovation packages (like credits, supply of inputs, and information). Lobao & Meyer’s article’s on famers’ action in politic to defend their interests ... ...le. Similarly, but with different case, Pechllaner and Otero (2008) describe the recent case resistance of the Mexican toward the introduction of biotech foods by international companies via trade liberalization. To sum up, while most of the articles have similar post-structural paradigm --which assume that local and regional factors are crucial factors in understanding agricultural transition— the focus of study, time-space contexts, and purpose of study, are different. The articles provide excellent perspectives and various examples in different time and across geographical boundaries regarding the needs of assessing the complexity of agricultural stakeholders, particularly the struggle of farmers as individual, household, or community (including the food consumers), to adapt with the change of external forces, which influence their livelihoods and interests.

Juice Marketing

2010 Horlborn Consumers Ltd 6/14/2010 MARKETING PLAN OF V6 VEGETABLE JUICE Champion like a thrive Prepared for, Mr. Sajeeb Saha Course instructor Department of Agribusiness and Marketing Sher-e-Bangla Agricultural University Sher-e-Bangla Nagor, Dhaka-1207 Prepared BY, 1. Md. Rashedul Haque07-2398 2. Md. Sharifur Rahman07-2326 3. Md. Wahidul Islam08-2776 4. Sayeda Razia Islam Nabila07-2470 5. Mahbubur Rahman08-3077 6. Md. Shahidul Islam08-2766 7. Md. Faisal Kabir Khan08-2778 8. Habiba Begum08-2684 LETTER OF TRANSMITTAL To Mr. Sajeeb Saha Lecturer Department of Agribusiness and marketingSubject: Submission of marketing plan Dear Sir This is our marketing plan of â€Å"V6 vegetable juice† which is launched by Horlborn Consumers Ltd. In the time of preparing this plan we had to face some problem about marketing and sales. But we try to apply our marketing knowledge as much as we learn. We prepare this marketing plan on the basis of our own knowledge and also on the collected info rmation from different sources. If any type of mistake you notify please suggest us. Sincerely yours, Md. Rashedul Haque07-2398 Md. Sharifur Rahman07-2326 Md. Wahidul Islam08-2776 Sayeda Razia Islam Nabila07-2470Mahbubur Rahman08-3077 Md. Shahidul Islam08-2766 Md. Faisal Kabir Khan08-2778 Habiba Begum08-2684 Table of Content: SerialNo. | Description| Page number| 01| Executive Summary| 7| 02| Company Summary| 8| | 2. 1| Location | 8| | 2. 2| Size and capacity| 9| 03| Product and Service overview | 9| | 3. 1| Categories of product| 10| | 3. 2| Raw-materials of product| 11-12| | 3. 5| Nutrition | 13| 04| Strategic plan | 13| | 4. 1| Vision | 13| | 4. 2| Mission| 14| | 4. 3| Goals| 14| | 4. 3. 1| Financial Goals| 14| | 4. 3. 2| Non-financial Goals| 14| 05| Situation Analysis| 15| | 5. 1 | Marketing Summary | 15| | 5. 1. 1| Market Demographics| 15| | | 5. 1. 2| Psychographics| 16| | | 5. 1. 3| Market Needs| 16| | | 5. 1. 4| Consumer Insight| 16| | | 5. 1. 5| Market Trends| 17-18| | | 5. 1. 6| Market Growth| 18| | 5. 2| STP Analysis| 18| | | 5. 2. 1| Market Segmentation| 18| | | 5. 2. 2| Target Market| 18| | | 5. 2. 3| Positioning | 19| | 5. 3| SWOT Analysis | 19| | | 5. 3. 1| Strength| 19| | | 5. 3. 2| weakness| 19| | | 5. 3. 3| Opportunities | 19| | | 5. 3. 4| Threats | 20| | 5. 4| Competition Analysis| 20| | | 5. 4. 1| Competitor Strength| 20| | | 5. 4. 2| Competitor Weakness| 21| | | 5. 4. | Points of Difference| 21| | 5. 5| Competitive Advantage | 21| | 5. 6| Key to Success | 21| | 5. 7| Critical Issue | 22| 06| Strategic Marketing Analysis | 22| | 6. 1| Marketing Objectives | 22| | 6. 2| Strategies | 22| | 6. 3| Marketing mix| 23| | | 6. 3. 1| Product strategies | 23| | | 6. 3. 2| Pricing Strategies| 23-24| | | 6. 3. 3| Distribution pattern| 24| | | 6. 3. 4| Advertising & Promotion| 25| | | 6. 3. 5| Customer Service| 25| | 6. 4| Marketing Research| 26| 07| Financial planning| 27| | 7. 1| Financial Overview| 27| | 7. 2| Sales Forecast | 28| | 7. 3| Revenue For ecast| 29| | 7. | Expense Forecast| 30| | 7. 5| Profit Margin| 31| | 7. 6| Break-even Analysis | 32| 08| Controls | 33| | 8. 1| Implementation | 33| | 8. 2| Marketing Organization| 34| | 8. 3| Contingency Planning | 34| 01 Executive Summary: A concrete marketing plan is one of the major tools of a marketer to be successful in his business. As a student of Agricultural Marketing we were assigned to make a marketing plan. For this purpose we selected â€Å"V6 vegetable juice† as our product and made a marketing plan of this product. Horlborn Consumers Ltd serves both the consumer market, as well as local restaurants.We will succeed in developing a profitable business through the use of our two competitive advantages, quality and flexibility. The local farmers of vegetable cannot produce enough products to satiate local demand and also other beverage company can’t able to satisfy the consumer through their product. We see this market opportunity and are prepared to seize it. Our mission is to provide the highest-quality vegetable Juice. We exist to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers.We have first formed a company then as per requirement we have given description of the business and current market situation. We have provides these details based on our own knowledge and collected information from different sources. Then we have discussed about our strategic plan, market summary, market trends and market growth. We did SWOT analysis, STP analysis, Competition analysis and also our competitive advantage. We also provide marketing strategy, pricing strategy, and also distribution channel. We mentioned our local and advertising and promotional activities.Then we included our financial plan and also our implementation plan. 02 Company Summaries: * Legal Name: Harlborn Consumers Ltd. â„ ¢ * Trade name: Harlborn Consumers Ltd. â„ ¢ * Business Address: Factory (Manufacturing Plant): Ishurdi EPZ, Pabna. Head Office: Twin Builders Complex, 52/A Motijhil,Road 13/C, Motijhil, Dhaka. * E-mail : [email  protected] com * Website : www. harlborn. v6. com * Phone : +88013670487 * Fax : 91-3483-244441. Type of Organization : Partnership 2. 1 Location: * Plant Location: We have to select a better manufacturing plant as well as the distribution place.In favoring the environmental factors as considered for the hygienic manufacturing plant as further the Ishurdi EPZ which area is much free from the violence of political disturbance & other hindering factor. * Central office: our target distribution place is Dhaka division with other renowned districts of the noteworthy division of Bangladesh. So, our central official position is situated at the twin builder’s complex at Motijhil. In other districts our own distributor sends our products through low cost with our great transportation facility. 2. 2 Size & capacity: Establishing the manufacturing plant the size of capacity is a great factor to run the whole processing plant. Size & capacity should be effective for proper working. * In total we need 5600 square feet to move freely. * A small portion of that place will be used as a controller office. * Warehouse free space to store & preserve the raw materials. * Central office space is about 4000 square feet. 3. 0 Product and Service overview: Product and service overview includes categories of product, raw-materials of product and also the nutritional value of the V6 vegetable Juice. . 1 CATEGORIES OF PRODUCT: There are six season in Bangladesh. Among them winter is the most vital season for huge production of green vegetables. We select winter vegetables for our juice production. So our target product is winter vegetable juice. We divided our product into three types on the basis of their weight and size. 1 liter500ml200ml 3. 2 Raw Materials of Product: Vegetables are an essential part of any healthy diet. Vegetables provide nutrients, such as potassium, magnesium and vitamins A, C and E that are vital for overall health and maintenance of your body.That’s why we select following vegetables. Tomato: Tomato provides powerful, natural antioxidants. The antioxidant Lycopene is found naturally in tomatoes, and helps protect against cell damage. Cabbage: It helps to round out your diet with other vitamins, minerals and natural antioxidant Carrots: Delivers vitamin A (alpha- and beta-carotene) to help maintain vision and a healthy immune system Lettuce: One cup of iceberg lettuce has only 10 calories! Spinach: Supply huge amount of vitamin A E K C & with calcium energy and iron Swamp cabbage:It gives us vital amount of vitamin A & C with high amount of protein calcium and iron 3. 3 Nutrition: Example nutrition information for V6 Vegetable Juice: Nutrition Data| Servings per package: 1| Serving size: 250 ml| | Average qty per serving| Average qty per 100 g| Energy| 165 kJ (40 cal)| 66 kJ (16 cal)| Protein| 2. 4 g| 1. 0 g| Fat| | | – Total| Nil| Nil| – Saturated| Nil| Nil| Carbohydrate| | | – Total| 6. 3 g| 2. 5 g| – Sugars| 6. 3 g| 2. 5 g| Sodium| 660 mg| 263 mg| Vitamin A| 325  µg (40%) ^| 130  µg| Vitamin C| 52 mg (130%) ^| 21 mg| 04 Strategic Plans:The new marketing plan has developed its strategies by focusing on the vision, mission, goals as well as its core competency. 4. 1 Vision: We envision a marketing system that quickly and efficiently moves wholesome, affordable agricultural products from the farm to the consumer. Our target customer, they can take the nutrition of the vegetable. Our product must be diversified as the consumer need. We have to create our market demand and grow awareness among the people. At first we have to capture our local market within two years and we will start to export our product within five years. 4. 2 Mission:Our mission is to provide the highest-quality vegetable Juice. We exi st to attract and maintain customers. When we adhere to this maxim, everything else will fall into place. Our services will exceed the expectations of our customers. We also focus on the following missions, * Hygienic food * Finest quality of our product * Keeping the affordable price * Provide best customer service * Provide energetic and nutritious food 4. 3 Goals: We divided our goals into two part, financial goals and Non-financial goals. 4. 3. 1 Financial goals: 1. Realize a 5% increase in gross profit margins through efficiency gains every year.Reduce the transportation costs associated with product delivery by 10% by the end of the first year. 2. We will address break-even analysis, sales forecasts, expenses forecasts, and how those link to the marketing strategy. 4. 3. 2 Non-financial goals: 1. Maintain positive, steady growth each month. 2. Experience an increase in new customers who are turned into long-term customers. 3. Generate brand equity at the Farmer's Market as wel l as within the commercial restaurant industry market. 4. Awareness regarding services offered, develop the customer base, and work toward building customer loyalty. . To enter into new market. 05 Situation Analyses: V6 vegetable juice is a start-up business. The vegetables have been well received and marketing is now critical to its continued success and future profitability. Harlborn offers a wide range of high quality vegetable juice. The basic market need is high quality vegetables with flexibility of production for both the consumer and commercial market. 5. 1 Market Summary: We possesses good information about the market and knows a great deal about the common attributes of our most prized and loyal customers.We will leverage this information to better understand who is served, their specific needs, and how we can better communicate with them. 5. 1. 1 Market Demographics: The profile for our customer consists of the following geographic, demographic, psychographics and behavio r factors. Individual’s demographics: * Singles and families. * Children’s * Sick people * Ages 25-50, this segment makes up 53% of the market according to the Chamber of Commerce. * Have attended college or graduate school. * Are cognizant about their health * Female aged 30-52 * Tend to eat out at least once a week. Behavior Factors: Are willing to pay a premium for higher quality, tastier vegetable juice. * There is value attributed to the more attractive beverage of vegetable juice. * Enjoy a high-quality juice without the mess of making it themselves. 5. 1. 2 Psychographics: * Moderate involvement with product purchase, seeking information about health benefits and nutritional facts of V6 products * Well educated, hard working and active females with a desire to provide a healthy lifestyle for themselves and their family * Time poor people, struggling to manage theirs and their families active lives who seek an easy solution to roviding nutritional beverages as an alternative to soft drinks * Females who take both an emotional and rational approach to buying their families food * Prone to moderate levels of emotional attachment with brands * Eager to seek out the most consistently nutritious beverage products 5. 1. 3 Market Needs: We provide individuals and restaurants with high-quality vegetable juice. We seek to fulfill the following benefits that are important to their customers. Selection: A wide choice of different vegetables with the flexibility to change crops midseason. * Competitive Needs: Sugary soft drinks are low in nutritional value to recover this there needs a healthy and long lasting energy drinks. * Customer service: The patron will be impressed with the level of attention that they receive. * Competitive pricing: All products will be priced competitive to true substitutes. 5. 1. 4 Consumer Insight:The consumer insights are listed from most important to least important for the target audience The need for a healthy alternati ve to soft drinks * Sugary soft drinks are low in nutritional value * Over indulgence of soft drinks leads to poor eating habits * Needs a variety of beverage choices * Needs a way to gain healthy long lasting energy * Have fast paced lives and do not have time to make healthy meals everydayPassionate about their and their family’s health and well being * Genuinely concerned about the overall health of their families * V6’s high volumes of vitamins and antioxidants contribute to healthy family members * Provides a solution to the worry of what to feed to themselves and their children with little post purchase regret * Want to maximize on opportunities to save time and effort by purchasing a quality product * Highly likely to put their families needs in front of their own * Needs to feel good about their dietary decisions and give them a sense of empowerment * Peer pressure forcing them to have the perfect healthy family 5. 1. 5 Market Trends: The market for vegetable j uice has exploded within the last few years. Explanations for this trend are, * Market supply: The increase of supply has reinforced the demand.Within the last few years many farms that were producing grains have moved to production of vegetables because of the increased margins and market demand. * Health consciousness: Now a day’s Bangladeshi’s have become more health conscious and vegetable have supported this goal as juice are inherently healthy and a vegetable mix juice is far tastier than the others juice. * Presentation/appearance: Presentation as an element of the culinary experience has taken on more value as juice has become more creative over the last several years. 5. 1. 6 Market Growth: We are learning to appreciate the more sophisticated taste of this health food. Therefore taste and health consciousness is what is driving this demand. This demand can be seen by the increase of juice offerings by finer restaurants.Lastly, presentation is becoming a variab le in gauging the quality of a product, and a mix for vegetables as juice is very aesthetically pleasing. 5. 2 STP Analysis: The following STP analysis consists of market segmentation, target market and positioning. 5. 2. 1 Market Segmentation: We have segmented our customer into three groups. * Individual consumers * Restaurants and * Hospitals 5. 2. 2 Target Market: * Children * Sick people * Active adult female * School, College, and Universities students * Old aged people * Time poor people 5. 2. 3 Positioning: V6 juice helps to maintain good health, when time is short, which create a value in consumers mind about this product and motivate rheumy to buy frequently. Horlborn will position itself as: * Flexible. * High-quality producer. Professional. * Reliable 5. 3 SWOT Analysis: The following SWOT analysis captures key strengths and weaknesses within the company and describes the threats facing Horlborn Consumers Ltd for marketing V6 vegetable juice. 5. 3. 1 Strengths: * Availab ility of seasonal vegetables throughout the year. * Flexibility in meeting vegetable needs. * Flexibility in meeting restaurant's needs. * High-quality product offerings that exceed competitor’s offerings of price, quality, and service. * Higher than industry margins due to production efficiencies. 5. 3. 2 Weakness: * V6 Vegetable juice lacks brand equity. * A limited marketing budget to develop brand awareness. The decreased degree of flexibility when near full production. 5. 3. 3 Opportunities: * Growing market with a significant percentage of the target market still not aware that vegetable juice exists. * The ability to develop long-term commercial contracts which should lower costs associated with production. * Children prefer juice than others meal. 5. 3. 4 Threats: * An out of state, already established competitor that has decided to make customer service and flexibility their selling point. * A health scare that questions the safety of V6 vegetable juice. * Poor weath er which will affects the market of V6 vegetable juice. * Customers are very much habitual to take vegetables as green. 5. Competition Analysis: Though V6 vegetable juice is a new product in the market but there are some similar products also. Basically the beverages, fruit juices and vegetable products are the major competitors. The competitors are divided in two – Direct Competitors: Beverages and fruit industries, like- Pepsi, coca cola, PRAN juice, ACMI juice, Frutika etc. Indirect Competitors: Raw vegetable markets, vegetable by products (biscuits, soups, snacks), some healthy drinks like Boost, Flavored milk etc. 5. 4. 1 Competitors Strength: 1. Established brands- the competitors have established brand like Coca-Cola, Pran. etc. But we the new comer. 2.Product supply- the competitor’s product supply is very larger than our product. 3. Price- the products are similar price like us. 5. 4. 2 Competitors Weakness: 1. Quick, tasty and healthy alternative to soft drin ks and colas. 2. Diet V6 juice has high levels of vitamin A & C, at the requirements of consumer’s daily values. 3. General consciousness among the consumers of bad effect of soft drinks. 4. Soft drinks can be high in sugar which can be a main deterrent for consumers. 5. 4. 3 Points of Difference: The point of difference that makes this vegetable juice than the others are- * New idea- Vegetable juice concept is first in Bangladesh in the juice industry. Different experience & knowledge- The customers will have the distinctive feelings & experiences that they will not get although other drinks exists in market. * Strong distribution channel- As this product has strong channel distribution channel, the consumer get it at every retail shop. 5. 5 Competitive Advantage: Our competitive advantage is really a superior one; 1. 100% vegetable juice. 2. High contents of vitamin A & C. 3. Low levels of sodium. 4. Less fat & calories than other drinks. 5. Tasty & healthy. 5. 6 Key to Suc cess: Exceed the customer's expectations. Additionally, Harlborn consumers Ltd will: * Generate repeat business Increase the transactions amount per customer. * Increase the number of restaurant accounts. * Increase variety of juice. 5. 7 Critical Issue: Harlborn consumers Ltd is still in the speculative stage as a V6 juice producer. Its critical issues are to continue to take a modest fiscal approach; expand at a reasonable rate, not for the sake of expansion in itself, but because it is economically wise to; and continue to build brand awareness to lower future marketing costs. 6 Strategic Marketing Analyses: Strategic marketing analysis includes marketing objectives, marketing strategies, marketing mix, and market research of V6 vegetable juice. 6. 1 Marketing Objectives:The objectives of all integrated marketing communications will be to: * Inspire consumers to view V6 in a new more vibrant light * Empower the female target audience about their dietary decisions * Showcase the n utritional benefits and great taste of all V6 products * Establish a connection between V6 and healthy active lifestyles 6. 2 Strategies: The single objective is to position vegetable juice as THE finest producer of vegetable in Bangladesh, commanding a majority of the market share within five years. The marketing strategy will seek to first create customer awareness regarding services offered, develop the customer base, and work toward building customer loyalty. We seek to communicate the message that we are the finest producer of high-end vegetable as JUICE. This message will be communicated through a variety of methods. The first method will be advertisements.Some of the advertisements will be co-branding with the Farmer's Market. Other advertisements will be solely Harlborn advertisements. The ads will be placed in both the local newspaper as well as the local art/entertainment paper. The message will also be communicated to the different hospital through networking with owners and managers. We will also communicate our message through informal gatherings and networking with consumers and hospital owners. 6. 3 Marketing mix V6 Vegetable Juice marketing mix is comprised of the following approaches to product, price, distribution, advertising and promotion, and customer service. 6. 3. 1 Product strategies:Basically at the beginning we are producing only vegetable juice made through winter vegetable. Afterwards we will produce juice made through summer, year-round vegetable, souses etc. Since our product fulfills both vegetable needs and beverage needs it will be competing with both green vegetables and beverage drinks. 6. 3. 2 Pricing Strategies: Pricing strategies are most important stage in marketing mix. As we are going to launch a new product in the market, we do not have any idea whether the price would be accepted or not by the customers. If we select extensively high price, customers will not buy and volume of sales will be very low. On the other hand setting lower price will not cover our costs.So we have to consider the following things in selecting price. * Acceptance of product: As our product faces competition against both green vegetables and beverage drinks, price of our product should be accepted by customers. Our product fulfills both vegetable needs and beverage needs. For this extra utility we will charge higher price than our competitors. * Maintaining market share: If our product is accepted by customers in near future, more competitors will enter in the market. So our price should be such that can protect our market share in the competition period. Moreover we will need to lower the price to hold the market share at the time of competition. * Earning profit:As a business our main objectives is to earn profit. So we should not set any price that will not cover the cost of the product. After covering the cost we set a profit margin for our pricing. After analyzing all of this we select Market-oriented pricing that is setting a price based upon analysis and research compiled from the targeted market and also with the cost. 6. 3. 3 Distribution Strategies: In generally there are different types of marketing distribution system. Consumers are able to buy the products from different market place. All these distribution strategies are consists of producer, wholesaler, retailer, and finally to the consumer.There are mainly four types of marketing distribution channel: 1. Conventional Marketing channel 2. Vertical marketing channel 3. Horizontal Marketing channel 4. Hybrid Marketing channel We select the conventional marketing channel to distribute our product. Our juice will be distributed by the specified distributor which will be selected by the company. The selected distributor will supply the juice product to the wholesaler and also to the retailer and the consumer will collect the product from the retailers. There are three types of distribution strategies: 1. Selective distribution 2. Intensive distribution 3. Exclusive distribution We choose the intensive distribution for our product.We will supply our product all over the country on the basis of our product demand so that the consumer can get the product easily. 6. 3. 4 Advertising and promotion: A mixture of advertisements and networking will be used to increase visibility for V6 vegetable juice. In first we will be focused on introducing the product. The advertisement will be done on different media e. g. television, newspaper and billboard to make people aware of the product. Promotional activity: We make promotional activities for our product in different school, college, hospital, and restaurant. * Advertising themes will be changed with time and promotional activity will be carried out to generate the consumer. * In different occasion we ill open special sales center where attractive point of purchase display would be arranged to create positive image in consumer’s mind. * We will provide different incentiv e to our distributor. * Sometimes we will offer free sampling for the mass sale of product. 6. 3. 5 Customer service: Obsessive customer service is the mantra. Horlborn consumers Ltd philosophy is whatever needs to be done to make the customer happy must occur, even at the expense of short-term profits. In the long term, this investment will pay off with a fiercely loyal customer. 6. 4 Marketing Research: During the initial phase of the marketing plan development, several focus groups were held to gain insight into prospective customers.These focus groups provided helpful insight into the decision making processes. An additional source of dynamic market research is a feedback mechanism based on a suggestion card system. The suggestion card has several statements that customers are asked to rate in terms of a given scale. There are also several open ended questions that allow the customer to freely offer constructive criticism or praise. The â€Å"V6 vegetable juice† will work hard to implement reasonable suggestions in order to improve their service offerings, as well as show its commitment to the customer that their suggestions are valued. The last source of market research is competitive analysis.The Horlborn consumers will send people to local competitors to gain information about their product offerings. Financial Overview: As we start our business in the year of 2011, we can’t expect a huge sales as well as huge profits. But our market research says that there is a good potentiality of this unique featured product. We project our sales will be keep rising next’s year. More ever promotion and advertising will help in increasing sales. At the very first of our business our mission should be emphasis on promotional activities and recognizing the product at every level. Now we are showing our five year projected plan. Description | 2011| 2012| 2013| 2014| 2015|Total Revenue| (200000*22)+(80000*38)+(100000*68)=14240000| (310000*22)+(150000 *38)+(200000*68)=26120000| (460000*22)+(250000*38)+(310000*68)=40700000| (750000*22)+(500000*38)+(600000*68)=76300000| (850000*22)+(650000*38)+(750000*68)=94400000| Variable Cost ( Raw-materials, marketing, advertising, Promotion) | (200000*16)+(80000*30)+(100000*56)=11200000| (310000*16)+(150000*30)+(200000*56)=20660000| (460000*16)+(250000*30)+(310000*56)=32220000| (750000*16)+(500000*30)+(600000*56)=60600000| (850000*16)+(650000*30)+(750000*56)=75100000| Fixed Cost ( Land, Factory, Office, Storage) | 5000000| 5000000| 5000000| 5000000| 5000000| Total Cost| 16200000| 25660000| 37220000| 65600000| 80100000| Profit Margin| -1960000| 460000| 3480000| 10700000| 14300000| Sales Forecast: The first three months of first year will be used to set up the processing and manufacturing plant for the production of V6 vegetables juice. There will not be sales activity until the processing plant has established.From month four there will be a steady increase in sales. Fig: Sales Forecast Revenue Forecast: As in the third month our product sales started and its will be increasing day by day our revenue also will be increased potentially. This growing revenue is shown by the following graph. Fig: Revenue Forecast Expense Forecast: Marketing expenses are budgeted to analysis the year-wise expense of Horlborn Consumers Ltd. The projected expenses for five years are shown by the following graph. Fig: Expense forecast Profit Margin: The progresses of Horlborn Consumers Ltd are measured by analysis the yearly profit. These are shown by the following graph.Fig: Profit Margin Break even Analysis: The Break-even Analysis indicates 25890000tk will be needed in yearly revenue to reach the breakeven point. 8. 0 Controls: The purpose of V6 vegetable juice marketing plan is to serve as a guide for the organization. The following areas will be monitored to gauge performance: * Revenue: annually * Expenses: annually * Repeat business. * Customer satisfaction. 8. 1 Implementation: The follo wing milestones identify the key marketing programs. It is important to accomplish each one on time and on budget. As successful entrepreneur we must fix the detailed action plan with when we are going to perform that.There are some primary activities (planning, permeation from Government) that we assume we have already performed. 8. 2 Company Organogram: CEO DIRECTOR Chief HR Chief Finance Chief marketing Chief IT GM IT & Planning GM Finance & Accounts GM HR Operation GM Product & Service GM HR Training GM Corporate GM Sales & Distribution GM IT & Operation 8. 3 Contingency Planning: Difficulties and risks: * Problems generating visibility. * An already established competitor that chooses to compete on quality and flexibility. * Poor weather which could hamper crop yields. Worst case risks may include: * Determining that the business cannot support itself on an ongoing basis. * Having to liquidate equipment to cover liabilities.