Monday, September 30, 2019
Time, History, and Belief in Aztec and Colonial Mexico Essay
Aztec culture Introduction            The history of different people and how they lived in the past is majorly explained through their cultural way of life. People lived in different geographical localities, but due to similar ethic and racial background they shared a common background in terms of cultural, political, social, and religious beliefs. Aztec empire is one of the societies that lived in different geographical localities which included New Mexico, Arizona, Colorado, and Nevada, but shared similar culture. The empire was formed by millions of people who migrated and settled in Mexico with most of them living in Tenochtitlan (Pennock, 2011). The Aztec had a culture that was complicated although rich in religious and mythological beliefs. The people culture encompassed arts (carvings on animals and religious images) music, dressing, dance, drinks, sports, food, games, and rituals that could involve human sacrifice and they were transferred from one generation to the o ther.            The Aztec empire believed that a family was the most important aspect that signified life and new generations. The family was composed of men, women, and children and each member had a specific duty towards the family. Men were responsible for looking for food through hunting and gathering of wild fruits. Women were left to cook food and do the weaving jobs while they took care of children during the day. Children or young boys were trained on how to hunt and gather fruits and foods by their fathers and some went to school. On the other hand, young girls were trained on how to do household chores by their mothers in addition to weaving. A family was started through tradition marriage that was conducted through ceremonies and was between young girls as young as fifteen years and men as young as eighteen years (Pennock, 2011).            Art was one of the ways the Aztec culture recorded information on different beliefs, religion, and war fare. The recordings helped the people to transfer their beliefs and cultiure to other generations so that they would be continuous from one generation to the other. Since in the early Aztec culture few technology on recording and preserving information were available, they recorded their information inform of paintings and writings on the bark of trees. The writings and paintings were then stored in the temple and people could read and use the paintings to learn their history and they warfare encounter (Smith, 2008). The art works was done using various themes such as insects, animals, fish, and plants. Moreover, others reflected religion beliefs and gods that were majorly placed in temples. Hence, art was important in the Aztec culture as it was used to record their activities and events that could be passed from one generation to the o ther.            Religion was evident in Aztec culture. The Aztec people worshipped different gods and goddess that were categorised according to their responsibilities. Since Aztec people were mainly farmers, they conducted rituals in form of ceremonies every year before planting so that they could ensure that they could get a good crop and harvest. The ceremonies involved human sacrifices that were dedicated to gods, Tezcatlipoca (Hassig, 2013). The human sacrifices were obtained from children or prisoners that were captured during war with the neighbouring societies. They believed that human blood and heart was important so as to strengthened the gods and goddesses and bless them with good harvests in addition to their protection and conquering other societies to get more prisoners for human sacrifices. Moreover, they build large temples that were meant for performing the human sacrifices (Smith, 2008).            The Aztec empire also had a unique dress that was used to identify them with their culture that was part of art. The material of the dressing was mainly a beautiful fabric of bright colours that was intertwined and tailored to different designs. The bright colours and design were unique to Aztec people and helped them to identify with their culture. The dressing colours were also used to identify social class as the quality and the design were unique to social class (Dwyer, Stout, & Stout, 2013). The wealthy class were characterised with the best qualities and designs as the commoner material quality was low.            Dance was performed in line with religious and social activities in the society. In some instances, dancing was performed as a religious ritual that was meant to please gods so that they could give blessings to the people and protect them from evil (Dwyer et al, 2013). Moreover, the dance was also done to colour ceremonies that varied from entertainment to ritual ceremonies. The dances were performed in accompaniment with music. The music was sang and played as a form of rituals or players to gods. Different music had different themes. Some music was purely for entertainment while others were purely dedicated to gods. Moreover music was performed based on seasons. Various instruments such as drums, flutes, and rattles were used to play music as well as chanting as a way to worship gods. Therefore, dancing and music were used by the Aztec to preserve their cultures from one generation to the other.            The culture has various games and sports that were important in their culture. The games provided entertainment to leaders and other people distinguished in the social class. The entertainment was also done during ceremonies in the society. Moreover, the games could also be performed to portray religious meaning. For religious ceremonies, games were performed during human or other sacrifice to appease the gods so that they could accept the sacrifice and do as the people had played.            The Aztec empire had different kinds and unique food that were rich and concentrated with spices. The dishes that were common and popular among the Aztec were tortillas, tacos, and tamales. There were other foods that were gathered by men like seeds of sage plants that were common as cereal, eggs, dogs, turkey, and rabbits (Culture and Arts, 2013). Unlike other cultures, most of Aztec food was made with chilli peppers as the main spice. Delicacies that were common among the Aztec people were green slime. The food was obtained from Lake Texococo and its taste was compared to that of cheese. Most of the time enjoyed water as a form of refreshments and in special occasions or ceremonies beer was the main form of drinks. The Aztecs also enjoyed drinks such as hot sweetened chocolate and sometimes octilli. The latter was common among the noble people and other people of a higher social class.            Aztec people day to day life involved agriculture as a form of socioeconomic practices. Their main type of crop that they cultivated was corn. The people were hard working and dedicated farming to their gods and they were able to have crops in surplus. Few practiced irrigation on the dry lands while the majority ploughed on shallow lakes. Farmers transferred mud and soil from dry land to the shallow lakes thus forming islands, chinampas that they in turn used as land for agriculture (Cohn, 2013). The islands were very fertile and productive, which resulted in food surplus. The surplus food and other crops were sold to the other communities and neighbouring empires through Tlateolco market that united various communities. Although Aztecs lacked monetary system, they used barter trade of exchange of goods and services.            The Aztecs were most of the time involved in wars where they capture prisoners for human sacrifice and slaves for their economic purposes. They used futile weapons to fight other tribes and neighbouring communities (Clendinnen, 2010). Some of the weapons that were common among them were wooden clubs. The clubs were edged with pieces of obsidians that were sharp forming a tool that they commonly referred to as macuahuitl. The weapon was used to demobilize the enemies without killing them so that they could be captured as slaves and prisoners for human sacrifice. Other weapons prevalent among the Aztecs were spears and arrow that could either disable or kill the enemies. Conclusion            Aztec culture was rich in art works such as carvings of different images. They believed family as unit of life and marriage was between a man and women. In family, men were hunters and gatherers while women cooked food and weaved clothes. The people had different types of foods such as eggs, cereals, meat, and fish. Spicy pepper was common among the community. The people had religious beliefs and worshiped many gods and goddess that were categorised based on events or season. They sacrificed human beings for the gods in order to be protected and their land to be blessed. In addition, they had different games that could be played in times of ceremonies or religious rituals. Dance was common among the people in combination with music. Similarly, dance and music was done as a way of worship or entertainment in ceremonies. The people had a unique dress that identified them with their culture. References Clendinnen, I. (2010). The cost of courage in Aztec society: essays on Mesoamerican society and culture. Cambridge University Press. Cohn, J. (2013). The Aztecs. New York: Gareth Stevens Pub. Culture and Arts. (2013). Mexico Country Review, 178-184. Dwyer, H., Stout, M., & Stout, M. (2013). Aztec history and culture. New York, NY: Gareth Stevens Pub. Hassig, R. (2013). Time, History, and Belief in Aztec and Colonial Mexico. University of Texas Press. Pennock, C. (2011). ‘A Remarkably Patterned Life’: Domestic and Public in the Aztec Household City. Gender & History, 23(3), 528-546. Smith, M. E. (2008). The Aztec Empire. The Aztec World. Ed. Brumfiel, E., M. and Gary M. F. New York: Abrams, 2008. 121-136. Source document
Saturday, September 28, 2019
Article Critique: Masking Poor Communication Essay
â€Å"Take advantage of every opportunity to practice your communication skills so that when important occasions arise, you will have the gift, the style, the sharpness, the clarity, and the emotions to affect other people.†– Jim Rohn (Brain, 2001). Most of us do not realize that we are causing miscommunications while we are doing so. Studies show that we have believed we’ve communicated with the people we love better than we actually have. Sometimes we have an â€Å"illusion of insight†, study co-author Nicholas Epley, a professor of behavioral science at the University of Chicago Booth School of Business, said in a university news release, which comes from growing close to friends and family. (Close, 2011). â€Å"Our problem in communicating with friends and spouses is that we have an illusion of insight. Getting close to someone appears to create the illusion of understanding more than actual understanding.†(Close , 2011). I know that I am misunderstood often; meanwhile, I rarely do the misunderstanding. I most often bump heads with my fiancà © but I most severely bump heads with my sister. My sister, Lissette, is 13 years older than I am; I have always assumed that our communication was open, clear, and effectively expressed. As it turns out I could not have been more wrong. I remember when I was 19 and I moved in with my sister; we had a great relationship, we were very happy with the living arrangements. That happiness was every so short lived. On several occasions we argued because one or the other perceived a symbol incorrectly. Lissette and I eventually had a big fight about some laundry, long story short I had to move out. We fought not because either one did something wrong but because things that were said were taken out of context by the receiver. Comments that were made by the sender, that were simply intended to inform the receiver of certain aspects, had a negative chain reaction. In hind sight, I did not say with my body, tone, or facial expressions what I was really trying to encode a different manner. In other words, I now think that I may have come on too strong a tone and character and my sister understood what she read on my body, not listening to the words. Reflecting on this article and other readings throughout the week, I came to some interesting conclusions. Studies do indicate that people often times believe that they communicate better with close friends and family than with strangers. â€Å"That closeness can lead people to overestimate how well they communicate, a phenomenon we term the ‘closeness-communication bias,'†study co-author Boaz Keysar, professor psychology professor at the University of Chicago, stated during a university news release  © 2011 HealthDay. Whether we are face to face, back to back, in another room, or on the phone with each other, misunderstanding can and will happen without either party reacting well to the misinterpretations. When something is said, it is both the senders and receivers responsibility to make sure they are clear in what they are saying and/or hearing. Without this tactic, there will be misinterpretations between the sender and receiver. As an effort to make sure that I don’t find myself in the miscommunication habit, I will have to work on my communication skills daily. I also believe that it is very easy to expect someone close to you to understand you, but it is more complex than simply understanding words. I will have to learn to appreciate that not everyone I love will always be on the same page as me. Additionally, I can express how I am feeling about the senders’ tones and their facial expressions, so that we will be on that same page. I can also gracefully place pauses and breaks into my conversations in order to allow the receiver time to give feedback. In these ways both the receiver and myself, the sender, will not assume what the other is saying or thinking. In chapter three of Interpersonal Communication it list things that we can do to improve our intrapersonal communication. One way you can increase awareness is to pay attention to what you select to focus on and how you interpret your world, i.e. is the glass half full or half empty? Another is to increase your self-awareness â€Å"To improve your communication skills, you must first increase your self-awareness to understand how you interpret your world†(Sole, K. 2011) References Close relationships sometimes mask poor communication. (2011, January). U.S. News & WorldReport, 1. Retrieved from ABI/INFORM Global. Document ID: 2270370591. Sole, K. (2011).Making connections: Understanding interpersonal communication. San Diego,CA: Bridgepoint Education, Inc. (https://content.ashford.edu) http://www.brainyquote.com/quotes/topics/topic_communication.html 2001-2003
Friday, September 27, 2019
Evolution of Ireland Education System Essay Example | Topics and Well Written Essays - 2500 words
Evolution of Ireland Education System - Essay Example The first steps towards inclusion and excellence in education had been taken. Ireland was looking towards its future - the children. Traditionally much of the Public school system in Ireland was reflective of the culture of the nation. The separation by religious affiliation was widely accepted, not just within the school system but within every day life. "State-funded and administered national school system was established in Ireland in 1831. This provided universal access to primary education. By the Ministers and Secretaries Act, 1924, the administration and business of primary education were entrusted to a Department of Education, the head of which was the Minister for Education" (UNESCO, 2000, 1). Although public ally funded these schools, they were run by individual church denominations and exclusion of other faiths was the norm. Prior to the 1980's schools were traditionally Catholic or Protestant schools. Although historically some schools had been considered integrated prior to the 1980's, in fact, the term was loosely used to denote a once catholic affiliated school had become a protestant affiliated sc hool. The cultural differences precluded multi faith attendance by students within the state run school system. The 1980's through the 1990's saw the most sweeping changes in the Irish educational system. The main focus centered on inclusion of all citizens' educational opportunities: from primary education, to post primary, to advanced degree programs, to adult education and training, and to attract back youth who were no longer attending school. The emphasis on expanding the role both of government and other agencies to provided the best possible education to each person became the target of the Department of Education. The former restrictions of limited opportunities because of religion, gender, and economically and socially disadvantages became an imperative. The Department of Education began restructuring itself to meet the demands of its new philosophy. "The Irish educational system operates in a complex and changing environment, which features many different partners - parents, students, teachers, patrons, managerial authorities, the Department of Education and Science, and other speci al interest groups, such as employers and community organisations. All of these partners have played a part in the major developments in Irish education within the last decade" (UNESCO, 2000, 1) During these formulative years the Department of Education has established specific divisions within the department to focus on specific areas including: curriculum development, Vocational and Technical training, Information Technology, the National Educational Welfare Board (NEWB). YOUTHREACH, and Gender Equality Unit to cite a few. The transition from exclusion to inclusion, although not complete, has been a remarkable accomplishment brought about by a unified effort of government, the public and community groups to improve the overall life of Irish citizens. The most important piece of legislature to affect the educational system
Angolas Tourism Infrastructure Development Research Paper
Angolas Tourism Infrastructure Development - Research Paper Example There exist a relationship between infrastructure and the tourism development. Measures to gauge the level of economic growth are based on the infrastructure development and standards of living. The tourist inflow would depend on the efforts of any central government to invest in infrastructure. Angola being an emerging economy in Africa needs to invest majorly in the infrastructure in order to realize its full capacity. Stiff competition from the south and East of Africa poses major challenges towards the overall performance of the country as a tourist hub (Hottola, 2009). In order to suggest models be used by Angola in improving infrastructure and promoting tourism, the current economic status will be examined. The research will be based on the African Development Bank statistic to gauge the amount allocated by the government in both infrastructure and tourism. The sources of funding towards this project will be important in projecting the future capacities. Mazivila (2014) data will be used as Macroeconomic Indicators where status, estimates and future projections. The stability of Angola compared to other SADC members will determine the future strengths and weaknesses while investing in infrastructure and expanding current capacity. Foreign investments will establish Angola’s Income and government’s alternative sources of revenue. Trading Economics (2014) will give an insight of Angola’s foreign direct investments since 2004. Infrastructure being the major concern in the tourist industry, the research will focus on the time factor. This will include the period used to procure documents that will enhance infrastructure development (The World Bank, 2005). The time taken in this country will compare Angola to other countries with developed tourism infrastructure (World Travel & Tourism Council. 2012).
Thursday, September 26, 2019
Basing Nursing Practice on Evidence Article Example | Topics and Well Written Essays - 500 words
Basing Nursing Practice on Evidence - Article Example As a result, the patient presents his or her individual encounters, preferences, and special concerns, is the role of the clinician to cater to the patient’s anticipations and values. Evidence alone does not settle on the caregiving decisions yet it supports the overall caregiving process. Difference between EBP and research is their differing purposes. EBP assesses proof alongside a range to pinpoint the strongest and paramount proof to guide caregiving practices within an organizational environment and with a particular patient demographic (Agency for Healthcare and Research Quality, 2013). On the other hand, research produces new knowledge inside the wider scientific world to generate information that is simplified past the research sample. Research largely has strict controls over extraneous variables to offer confidence that its findings came about because of clear interventions and not coincidence. EBP interventions have less tight controls and more flexible procedures than research. As a result, information gathered through EBP interventions might not be fast cycle and entail differing resources. Lastly, research employs a methodology, either quantitative or qualitative, to generate new knowledge. In contrast, EBP such as for and applies the finest medical proo f frequently acquired from research and dedicated to creating sound caregiving decisions (Kernan et al., 2014). Nurses do not use evidence-based findings because of their lack of knowledge, low access to data, and insufficient organizational support among their priorities. Recent findings show that nurses that are more knowledgeable are inclined to be bolder in using evidence-based findings in their practices (Fitzsimons & Cooper, 2012). At the same time, the same findings showed that nurses employed in caregiving organizations for longer periods were less
Wednesday, September 25, 2019
Gillette Essay Example | Topics and Well Written Essays - 1000 words
Gillette - Essay Example The 4Ps of marketing named product, place (distribution), price, and promotion helped in marketing Gillette, firstly the product that was having extraordinary features in it was it self an attraction, the distribution was done through normal hiring of distributors in U.S. and afterwards the company launched it internationally, the pricing system was cost based, means that it was on the basis of per unit cost, with some profit on it, and promotion was done by the store display as advertisement had not gained popularity. Henry Ford was a one in million entrepreneur and also an inventor, he was the first one to make assembly line manufacturing for mass production of the affordable automobiles of that time, car was a luxury from ages but it was Ford who gave them another perception, he made it so easy for us to travel, the product that is the car was in the simplest stage at the time of invention, though he had given it so many shapes and features like cars being used for fishing, cars being used for traveling etc. ... The people of old times were just concerned with the core product that was to travel the distance through some means with some standard but than came so many models that now Ford has become a status symbol, though there are so many other cars available in the market but it seems that one is legend while driving the Ford. The 4ps played even a bigger role in making sure that Ford is the most valuable car in the market, the product had so many new features, designs, style, quality was even good in comparison with the other cars of that time, the distribution was done in the entire U.S. on the basis of normal distribution through the transport services, pricing was done while keeping the value of the product, it was value based pricing that was used, and as the product was so unique and wonderful and everybody would have loved to buy it thus the promotion was done through good and effective store display (Showroom display), personal selling had also played some role but afterwards. TV Dinner Gerry Thomas invented TV Dinner while he was working for Swanson, he was criticized severely but he did not show any intimidation and he invented TV dinner, a packaged frozen meal that can be ready to eat at any time, the product was a creative thinking's outcome and it simplified the human life in many ways particularly the working class of U.S. which was in need of some thing that would not be consuming much of their time and can also be used till so many days and weeks. The product was initially a simple pack of aluminum foil having various foods in it such as turkey, but in modern day life it changed from foil to a tin pack and now to a big pack with some fancy packaging. The American
Tuesday, September 24, 2019
Politeness Theory Essay Example | Topics and Well Written Essays - 2500 words
Politeness Theory - Essay Example Primarily, the theory focuses on the sequential context of utterances, which is deemed critical for the comprehensive message interpretation; this is nevertheless examined alongside other conversational factors such as tone and volume. This theory can be applied to a diverse range of social and professional or academic situations including but not limited to classroom pedagogy and language teaching. This paper will critically examine the politeness theory by carrying out a critical analysis several journal articles dedicated to various aspects of the concept with particular attention to its application in a pedagogical context as well as an analysis of the various disputations that have been directed towards challenging it. Summary of the politeness Theory The fundamental notion behind Brown and Levinson politeness theory is the face, which they defined as the public self-image that each individual in a society desires to claim for him/herself. They created a binary framework in whic h the face was categorized as two divergent albeit related aspects namely the negative and positive face. The positive face is characterized with the self-image, which holds, and it encapsulates their inherent desire to gain approval and appreciation from other people. The negative face is characterized by one’s not wanting to have their actions inhibited or constrained by or for the sake of others; in the context of this theory politeness refers to the steps that individuals take in the interests of preservation of both their face and that of their audience. The term has been explicitly defined as the redressive action through which individual’s counterbalance the effects of face threatening facts (FTAs) redressive is contextually applied in reference to actions that give or reinforce face to the audience of the message (Johnson, Roloff & Riffee, 2004). It is suggested that in communication, whether written, face-to-face of through other media, human beings perpetuall y attempt to maintain each other’s face. This is manifested in the fact that they often try their outmost to avoid creating through discourse, embarrassing or humiliating situations for each other in order to preserve self-esteem. FTAs are defined as action that infringes on the need of the patient of the information to maintain their self-esteem; therefore, one can say that there are acts that intricacy poses a threat to face (Foley, 1997). According to the theory, orders, suggestions advises reminders, threats or warning and similar acts pose a threat to one’s negative face, on the other hand, positive face is threatened when they incorporate elements of disapproval, ridicule contempt or accusations and insults. Under the positive strategy, politeness is inclined toward the positive self-perception of the speaker has for himself and the listener as well. This confirms that the speaker takes cognizance of the listeners need to be respected and this often happen among close friends or otherwise intimate people (Wilson et al., 1998). The negative politeness on the other hand is based on respect but in a different format as the speaker seeks to respect the negative face wants of the addressee by not interfering with their inherent autonomy of freedom. For example, one may start a request by saying â€Å"
Monday, September 23, 2019
Art of Darkness Essay Example | Topics and Well Written Essays - 2500 words
Art of Darkness - Essay Example rop Frye discusses it in his essay, refers simply to a special kind of narrative.1 The special nature of this narrative is that it is devised to reflect the beliefs of a particular culture, especially as it uses the concept of the supernatural to explore and explain natural events and the essence of human nature. Frye’s argument is that this mythic narrative is included in almost all of the archetypes used in literature and that these concepts are also found within our most sacred ritual events as we continue to seek the true nature of the order of life. Considering Frye’s discussion of myth, ritual and the natural cycle as it is presented in The Archetypes of Literature, it can be seen that there are several rituals and beliefs that we experience in modern life that we are perhaps not even aware of as being a voluntary affirmation of the natural order of life, such as the beliefs we associate with the concept of darkness. An examination into the traditional values asso ciated with darkness helps to inform the shift in focus seen as the world began to shift into its more modern configuration. Generally acknowledged to have started with the publication of Horace Walpole’s novel The Castle of Otranto in 1764, the Gothic genre represents a fundamental shift in thinking from one dominated by ideals and reason to one of imagination and emotion.2 Gothic literature is characterized by its unique way of combining horror and romance to create a completely new genre that, particularly after the advent of Sigmund Freud and his psychoanalytic theory,3 focused more and more on the power of the mind to terrify itself. Common elements found within Gothic literature include terror, the supernatural, ghosts, haunted houses with a particular type of architecture, castles, darkness, death, madness, secrets and hereditary curses. Characters typically fall into stereotypical personas such as the femmes fatales, flawed heroes, monsters of various types and flawed individuals.
Sunday, September 22, 2019
Coca Cola Essay Example for Free
Coca Cola Essay Historically, many companies and corporations have received recognition for their growth and success over time. However, although praised, discoveries of controversial issues lead consumers to question various companies’ ethics and operations. Coca-Cola, or simple coke, has existed for over a century, originating in Atlanta, Georgia in 1892, and eventually expanding and providing drinks internationally. Today, the company produces concentrate, which then sells to Coke licensed bottlers internationally; and ultimately ending up sold to retail stores and vending machines for consumers to purchase. Along with the regular â€Å"coke†, the company has also been able to produce other cola branded drinks including water, energy drinks and coffee. The most common of all, Diet Coke; others include Caffeine-Free Cola, Diet Coke Caffeine-Free, Coke Cherry, Coke Zero and Coke Vanilla. All of which could be found in over 200 countries within the year 2013, with consumers drinking at the least 1.8 million servings each day, according to the book, Citizen Coke: An Environmental and Political History of the Coke Company (Elmore p. 717). However, while extremely popular and high in demand, the Coke Company has faced much controversial issues from the public in India throughout its years of growth. Out of every country that Coke operates in, India has the fastest growing market (KillerCoke). From the start of production in 1999 to present day, Coke has spent $2 billion and will continue to spend an addition $5 billion in India. According to the article Coke rejigs bottling arm management, Coke has a plan to pursue expansion for the following few years (until 2020) in India with the plan to double their revenues to $200 billion (TOI). India is among the top seven markets globally for Coke, the CEO of Hindustan Coke stated â€Å"we have made significant investments in the marketplace and as we get ready to further accelerate growth, it is very important to develop a high quality talent pipelines. This team will work closely with Coke India to achieve our 2020 vision.†Part of their expansion was focused on a plan t in Mehdiganj, India. The emerging markets with Coke like India and China will result in about 60% of the incremental sales volume growth (TOI). According to the book Business and its Environment, 80 percent of the world’s population lives in emerging markets countries, and 90 percent of the world’s population growth will be in these countries over the next 30 years (Baron p.477) The start of production for a few of their bottlers in India has raised issues because of Coke’s use of the water supply of nearby villages. Amit Srivastaba, of the India Resource Center, a center that works to support movements against corporate globalization in India said, Three communities in India  Plachimada in Kerala, Wada in Maharashtra and Mehdiganj in Uttar Pradesh  are experiencing severe water shortages as a result of Cokes mining of the majority of the common groundwater resources around its facilities (KillerCoke).†One of their issues comes from its production in Mehdiganj, near Varanasi, India, that has been in operation since 1999, and has been the center of attention in many surrounding villages since 2003 and especially after Coke announced that they are planning to expand by $25 million. In August of 2012, according to the article Coke Abandons Expansion Plans in India Because of Water, the company halted their plans to expand in Mehdiganj because of a delay in a no-objection certificate and locals becoming concerned about environmental dangers (The Wire). Organizations such as the India Resource Center and others who organize protests increase the awareness of issues, and therefore private regulation have been made an alternative to government regulations. As a result, the strategy Coke had all along failed to see through when the locals did not approve of their actions. If Coke does not have an affective nonmarket strategy in place for their activities in other countries, major opportunities can close when issues of any kind arise. A nonmarket strategy is important to avoid government regulations and to keeping the company’s opportunities open. Aside from the government, the company’s opportunities can also be controlled by private politics such as protests, public criticism, interest groups as well as public sentiment towards the company. (Baron p.31). The other factor that can affect opportunities is moral concerns, which Coke seems to be going through this issue right now. Coke should formulate a policy that oversees the use of water in India, which is the major concern of groups in private politics. Interest groups that are in play from the surrounding villages in India include: anti-coke nongovernmental activist groups, Varanasi-based activist, environmentalist, politicians, farmers and the villagers that have created lives in sur rounding areas. Leading from within these interest groups is The Uttar Pradesh Pollution Control Board; a statutory organization entrusted to implement Environmental Laws and rules within the jurisdiction of the state of Uttar Pradesh, India (UPPCB). The Control Board had found that Coke violated a number of conditions of its license that had to do with the use of water. The company had not yet obtained clearance for the extraction of groundwater from the Central Ground Water Authority (CGWA), a government agency that monitors and regulates the process in water-stressed areas (The economic Times). But Coke had some objections to these accusations. According to Coke, a Central Ground Water Authority report from 2012 stated that the reduction of groundwater in the area was not due to their company. According to the article UP pollution board shuts down Cokes Varanasi unit, the maker of sprite said in a statement that the plant in Mehdiganj has complied with regulatory approvals and applicable laws in India (The Economic Times). Despite these statements, according to the Central Ground Water Authority, the groundwater in Mehdiganj has gone from â€Å"safe†back in 1999 when Coke got back into operating in India to â€Å"critical†in 2009. The closure order by the Central Ground Water Authority stated that Coke increased its production capacity from 20,000 cases to 36,000 cases a day without the board’s permission. Similar to this problem was one in 2004, when one of the 68 Coke plant in Plachimada, Kerala was shut down over accusations that the operation led to the reduction of groundwater (see Exhibit #1). The company faces legislation holding it liable for $47 million in damages (The Economic Times). Initially, Coke had looked beneficial for the local economy, but then the regulations and protesters hit the company as a result from the critically low levels of water. Although this may have halted the company’s expansion plan of $25 million into Varanasi, Coke is seeking permission from the Uttar Pradesh Pollution Control Board to expand into Mehdiganj. With authorization, they will increase productivity by opening a second bottling line. However, the struggle continues as the recent closure has already inspired other protest to start, starting problems down the company’s future operations in their bottling factories. Over 10 years ago, a protest by farmers and anti-globalization activist successfully launched a â€Å"Quit India†campaign in order to stop Coke’s expansion into Varanasi. Many villages are saying big companies like Coke are coming into India and using their drinking water, even when levels are critically low for basic living consumption (see Exhibit #2). According to the article Coke has a bottler of a headache in India; the level of water for the villagers became even lower as Coke proceeds to operate in India. Amar Signh Rathor, a farmer in the village Mehdiganj, has noticed the continuous decline of water levels by simply observing his own well. Within three years, the water level below his water table has fallen by over 18 meters. Most of the population of Mehdiganj (approximately 10,000 people) blamed Coke for the shocking decrease in their water supply (Sydney Morning Herald P.13). The plant that is to blame is at the edge of the village. A villager named Shakuntala Devi said, â€Å"If the Coke plant isn’t closed it will be impossible to live here (Sydney Morning Herald P.13).†Coke violates human rights for the people of India by taking their water and in the process they damage the environment. According to the article Coke’s Crimes in India, they are draining a vast majority of groundwater from farms and turning farming communities into virtual desserts. These farmers livelihood that have been destroyed have resulted in a increase of suicide, and everyday for many years now, there are protests of some sort, big or small, against Coke’s abuse in India (KillerCoke). On November 24, 2004, a protest outside of the Mehdiganj plant broke out and quickly turned violent. Multiple villagers had attempted to break the barrier of the police in order to reach Coke property, resulting in a defensive attack in return from the police. Organizers stated that there were approximately 2,000 people – mainly woman and youth – who took part in the protest, although Coke reported a much smaller number. This was the first of many protests to start, even though they were at a smaller scale. In this protest alone, two hundred villagers were reportedly arrested during the brawl (Sydney Morning Herald P.13). According to the article Indian villagers want Coke plant shut amid water fears, later in June of 2007, four hundred people marched and rallied at the Varanasi district magistrates (DM) office, demanding that the Coke bottling plant in Mehdiganj be shut down effective immediately. Within the four hundred, included people from twenty different villages, all of who submitted a letter to the district magistrate, Vina Kumari Meena, drawing attention to the water shortage and pollution of groundwater and land caused by Coke’s operation. The letter demanded that the operation be shut down (Monitoring South Asia). Due to the severity of the situation, the director of The District Rural Development Agency (DRDA) declared the water issues in India as â€Å"dark zoned†. A dark zone category infers that ground water resources are over-exploited, and more than 85 percent of the total recharging of ground water resources is being extracted, which resulted in all new underground installations being approved by the government (BBC Monitoring South Asia). Accusations of unethical acts against the environment can lead to nongovernmental organizations forming, which affect the organization in question by mobilizing people to work for causes. â€Å"These groups have been instrumental in advancing the causes of environmental protection, health and safety protection for consumers, and civil and human rights (Baron p.75).†The lead of the campaign Lok Semiti (People’s Committee), a nongovernmental organization that is against Coke, Nandlal Master, said When people themselves do not have enough water to meet their basic water needs, why should Coke be allowed to siphon hundreds of thousands of liters of water every day (BBC Monitoring South Asia)? But the issues with Coke go beyond the use of water and its reduction impacting a majority of the villages. Coke provides waste product from their operation to farmers as fertilizers for their crops. A BBC study found that the fertilizer contains toxic chemicals, stating, â€Å"Dangerous levels of the known carcinogen cadmium have been found in the sludge produced from the plant in the southern state of Kerala (BBC news).†Face the Facts, an investigative journalism for BBC, sent presenter, John Waite, to further investigate the allegations. Part of the investigation consisted of sending a sludge sample to the University of Exeter in the UK, and the results were very alarming. The test revealed that the sludge was a useless fertilizer that contained the toxic metals cadmium and lead. David Santillo, a senior scientist at the university’s lab, affirmed that the levels of cadmium and lead have not only contaminated that sludge provided to the farmers, but the entire water supply as well. The levels are way above those approved by the World Health Organization. Britain’s leading poison expert, professor John Henry, said, The results have devastating consequences for those living near the areas where this waste has been dumped and for the thousands who depend on crops produced in these fields (BBC News). The professor is correct to assume these consequences because cadmium is a poison that can accumulate in the kidneys and with repeat exposure it can cause kidney failure. Lead is also dangerous, and more to children than to anyone else. Even at low levels, lead can cause mental retardation and even anemia, a blood deficiency (BBC News). The professor also explains that with the levels of chemicals in the water, pregnant women in the villages in India consuming from the farm’s goods can fall vulnerable to miscarriages, stillbirths and premature births. After these alarming results, more test where conducted on the soft drinks. In the year 2003, the Centre of Science and Environment (CSE), a non-for-profit and nongovernmental organization based in New Delhi, India, tested 12 cold soft drinks (Pepsi, Mountain Dew, Diet Pepsi, Mirinda Orang, Mirinda Lemon, Blue Pepsi, 7-Up, Fanta, Limca, Sprite, Thumbs Up and of course Coke). The article, Pepsi, Coke contain pesticides: CSE, based in India was the one to write about the cold drinks, which included 2 big companies, Pepsi and Coke. Both companies failed health standards when both drinks tested positive for pesticides. The tests from three samples of each of these Pepsi and Coke brand drinks that was conducted by the Pollution Monitoring Laboratory (PML) of the Centre of Science and Environment showed that the samples contained residues of four very toxic pesticides and insecticides: lindane, DDT, malathion and chlorpyrifos. These four pesticides are known to cause cancer, damage the nervous and reproductive system, and severely damage the immune system (Rediff) . These tests were conducted in the year 2003 from April to August with samples from across the city. The samples from Coke were found to contain pesticides that exceeded global standards by 30 times the limit at 0.0150 mg/l, with the EEC limit of total pesticides being at 0.0005 mg/l. Coke defended its position by saying their plants use a multiple barrier system to remove potential contaminants and unwanted natural substances including iron, sulfur, heavy metals as well as pesticides, â€Å"Our products in India are safe and are tested regularly to ensure that they meet the same rigorous standards we maintain across the world (Rediff).†But despite these statements the citizens of India seem to believe the Centre of Science and Environment, as sales have been impacted in the so-called safe and high-quality drink and investors from the company in India have lost confidence (Coke India). Looking at the nonmarket issue cycle, Coke is way past the issue identification, interest group formation, legislation, and has now reached the Administration phase in India (see Exhibit #3). The issues were identified soon after they got back into India in 1999. Villagers, farmers and environmentalist noticed the problem, starting many groups interested in the closure of these factories, sparking the many protests stated above. Legislations already started within the Indian Parliament banning Coke drinks from its cafeterias. Amit Srivastaba, of the India Resource Center, stated that the ban came as a result of tests by the Indian government and private laboratories, which found high concentrations of pesticides and insecticides in the cola drinks (Indian Resource Center). If Coke wants to prevent their company from becoming the next Enron in the ethical sense, they need to take the right action now before they sink too low in unethical actions and laws of the government that are way out of their control start to enforce legislations. Enron was a energy company that was found out to be engaging in unethical marketing malpractices including; misrepresentation of reports regarding the financial position of the organization in order to continue from benefiting from the investments provided by the stakeholders, a false energy crisis to gain more money from investors and finally, executives of the company embezzled money from unsuspecting investors which led to the bankruptcy of the company. Coke’s name is a global brand that can definitely work its way out of the unethical characteristics in the communities of the countries it operates in by simply providing the same quality of goods around the world. So far, Coke’s way of handling the issues in India has been very questionable. Their strategy thus far is to globalize their company no matter the cost, ethically and environmentally. Protesters from many interest groups have eliminated many opportunities for Coke and have been attacking the company for over exploitation and pollution of water that is already dangerously low. Interestingly, Coke responds with public relations scams, deceptive statements and points out awards of how they are corporate socially responsible (KillerCoke). The article Coke’s crimes in India further expands by saying that Coke stated, For four consecutive years, Coke plants in India have won the prestigious Golden Peacock Environment Management Award for environmental practices from the Institute of Directors, which grants the award in association with the World Environment Foundation. Similar remarks were made in late 2005 when the company claimed to be recognized for being a ‘Water Efficient Unit’ by the Confederation of Indian Industry (CII) (KillerCoke). Coke continued on with their misleading information in 2007 at two Canadian college campuses about their activities in India and Colombia. Coke bragged that The Energy and Resource Institute (TERI), described as an Indian-based nonprofit research organization, had begun an assessment of our companys water resource management practices in India (KillerCoke). TERI is a respected Dehli-based nongovernmental organization with deep experience in sustainability issues, and Coke falsely stated they were working closely with them on their water management. However, Coke already began to make social responsibility a top priority by investing in new innovations and plant processes to help make more improvement moving forward. The Coke webpage of the UK indicates that outside of their plants they attempt to replenish more than 100 percent of the water that they use by creating rainwater harvesting structures, restoring ponds, and leading interventions that focus on improving water efficiency, a mong other things. And by 2012 they met their goal and exceeded it to 110 percent of water replenished throughout India (Coke UK). From the article Villagers to Coke: Go away; In India, foes claim company is depleting water supply, a Coke spokesman stated the shortage of monsoons in India from June to October is to blame for water depletion affecting India’s agriculture. Harry Ott, the director of Cokes Global Center for Water Excellence said, If the monsoons are good, these problems dont come up.†Today in mehdiganj â€Å"the land around Cokes plant looks lush. Fields brim with mustard plants, potatoes, peppers, wheat and rice (The Atlanta Journal-Constitution).†But the struggle continues as people focus more on the bad rather than the good. Coke like many other businesses focuses on the profitable side of their operation, without realizing the environmental damages it can cause to surrounding communities. When Coke is looking into the future of the company, it is looking to double their revenues more than working on a nonmarket strategy that will prevent interest groups from the communities they operate in to question the company’s morals. Doubling their revenues further proves that Coke, being the number one beverage company in the world, has some money to play with. In Kala Dera, protests are starting because of the lack in Coke’s corporate social responsibility, leading back to the use of water and the damage being done to the communities around it. In 2010, shareholders at a meeting taking place in Duluth, Georgia, were told by Amit Srivastaba of the India Resource center, â€Å"It is only a matter of time before the Coke company will be held financially and criminally liable for their operations in water-stressed areas in India.†He continued by stating â€Å"The company management is being seriously derelict in its duties by not acknowledging the real exten t of the liabilities Coke has incurred and continues to incur in India (KillerCoke).†By investing a few million dollars a year of the billions of earnings they have reached ever since the late nineteenth century when the company first got started, they will be showing the shareholders that Coke is doing something to get on the right track. Coke could start with compensation of the crops that farmers lost when they initially started to operate in India, and also assure the farmers that Coke is investing in new innovations to solve the water issue so it will not be a problem in the long-run. Also, Coke could invest into the education in India by opening new schools; increase awareness of diseases through nongovernmental programs, as well as investing in the communities in which their bottling factories reside. With the issues out for the public to read about, it should be an incentive for the company to not continue down this horrific path in developing countries. Other things Coke should considering doing for the sake of their image is stepping up in community service, donations focused to help clean up the streets that their distributors travel in, donations to nongovernment organization, show the public that they are actually working to stop the shortage and contamination of water without spreading lies of what they are actually doing. One way to do is by continuing their activities so far to stop the shortage of water and further help the environment by planting trees. The article Trees Reduce Air Pollution mentions that trees can help with the gas pollutants from the factories by absorbing them through the pours in the leaf surface (DNR). Furthermore, the company can look to work with the nongovernmental organization TERI in efforts to better sustainability of water resources, instead of just talking about doing it because in the end actions speak louder than words. Bibliography Coke rejigs bottling arm management. The Times of India (TOI). (September 24, 2013 Tuesday ): 425 words. LexisNexis Academic. Web. Date Accessed: 2014/12/15.Uttar Pradesh Pollution Control Board. June 5, 2014 UP pollution board shuts down Cokes Varanasi unit. The Economic Times. (June 19, 2014 Thursday ): 430 words. LexisNexis Academic. Web. Date Accessed: 2014/12/15. Coke has a bottler of a headache in India. Sydney Morning Herald (Australia). (February 17, 2005 Thursday ): 1181 words. LexisNexis Academic. Web. Date Accessed: 2014/12/15. Indian villagers want Coke plant shut amid water fears. BBC Monitoring South Asia Political Supplied by BBC Worldwide Monitoring. (June 7, 2007 Thursday ): 622 words. LexisNexis Academic. Web. Date Accessed: 2014/12/15. June 7, 2007 Thursday Villagers to Coke: Go away; In India, foes claim company is depleting water supply . The Atlanta Journal-Constitution. (May 29, 2005 Sunday ): 1908 words. LexisNexis Academic. Web. Date Accessed: 2014/12/15. UP Pollution Control Board, Lucknow (UP Pollution Control Board, Lucknow). Was Accessed http://www.uppcb.com/ â€Å"Indian Resource Center. PRESS: Groundwater Levels Continue Downward Spiral Around Coke Plant.†March 11, 2010. Was Accessed http://www.indiaresource.org/news/2010/1001.html India Resource Center. Coke Mehdiganj The Issues. March 7, 2013. http://www.indiaresource.org/campaigns/coke/2013/mehdiganjfact.html Ray Rogers. â€Å"Coke’s Crimes in India.†Campaign to Stop Killer Coke | Cokes Crimes in India. Killer Coke. Was Accessed http://killercoke.org/crimes_india.php Was Accessed http://www.cseindia.org/ â€Å"Pepsi, Coke contain pesticides: CSE.†Was Accessed. http://www.rediff.com/money/2003/aug/05pepsicoke.htm Coke India. Was Accessed http://www.Cokeindia.com/factsmyths/varanasi.html Coke India. Was Accessed http://www.Cokeindia.com â€Å"Easy Guide to Understanding ENRON Scandal Summary.†(Enron Scandal Summary). 2013 Was Accessed http://finance.laws.com/enron-scandal-summary â€Å"Coca‑Colas water is used responsibly in its operations in India : FAQ (Coke GB).†2010. Was Accessed http://www.Coke.co.uk/faq/community/responsible-Coke-water-use-in-operations-in-india.html â€Å"Trees Reduce Air Pollution.†Was Accessed http://www.dnr.state.md.us/forests/publications/urban2.html Mosendz, Polly. â€Å"Coke Abandons Expansion Plans in India Because of Water.†August 26, 2014. Was Accessed http://www.thewire.com/business/2014/08/Coke-abandons-india-production-expansion/379128/ Elmore, J Bartow. 2013, Citizen Coke: An Environmental and Political History of the Coke Company. P. 717 Baron, David P. Business and Its Environment. 7th ed. Upper Saddle River, N.J.: Pearson Education, 2012. 784. Print.
Saturday, September 21, 2019
Anti Oppressive Practice in Social Work Essay
Anti Oppressive Practice in Social Work Essay I will demonstrate the role of the practitioner on Reflective Anti-oppressive practice. l will reflect upon the effect that my experiences had on me . In relation to supporting care housing will identify the underlying values of being a reflective practitioner. In the essay, I will explore and draw upon a range of Models and theorys themes as shown: †¢ Thompson -PCS model †¢ Tuckman theory (1983) Banks (2001) explore oppression, discrimination and anti-oppressive practices are based on society that creates divisions and how people divide themselves. Conducting a session about sex education set targets to assess the young people is to treat people with respect and value each other, avoid negative discrimination(quote). Dalrymple et al, (1995) defines the anti-oppressive practice is about a process of change, ich leads service users from feeling powerless to powerful (Dalrymple andBurke, 1995). Empowerment links with anti-oppressive practice, in that the social worker can work with service users enables them to overcome barriers to solving problems. Braye et al (1997) identify the challenges faced in practice, it is about positively working to myths and stereotypes speak out and act against the way professional practices and the law itself discriminate against certain groups of people (Braye andPreston-Shoot, 1997). Case study: homeless pregnant young person Young person 18 years old sharing at her friends home. She is 3 week pregnant; her boyfriend has left her and both arguing all the time. There are no support from home as her mother on benefits and living off her. The organisation is run by supported housing is called Vincent de Paul society SVP, which is an international charity Christian voluntary organisation. SVP aim to tackle poverty and disadvantages provides accommodation and support for clients through contact with supporting people between 16-25 years old(svp.org.uk, 2012). The types of vulnerable group who are homeless are served females only Clients with learning disabilities and mental-health problems accommodated. SVP is a community based valued which is supported by the local authorities (svp.org.uk, 2012 ). Value based within the local community, especially in relation to the framework of occupation in supported housing these identified the service provided for young people. values of choice is to respects the rights from where they live as well as promote young people rights to make their own decisions choices. The aim of forming is to identify the boundaries on both interpersonal and task behaviours (Tuckman,1965). I have applied Tuckmans theory in the workplace because this has helped to identify leadership within a group stage development. The stages are the following; , Forming, Storming, Norming and Performing. Tuckmans (1965) approach as a linear model was applying to the group. The standards and norms of behaviour are establishing. Forming identified to work with group service users together. However not everyone does not want to engage From storming to norming stages, working with client P is recoded by doing key sessions weekly Client P have to make the choice to conform with, she is awareness breach her contract . Asking open and closed questions are the key to build a good rapport with the service user. The PCS modal identifies the levels of oppression; Personal Cultural Structural The PCS Model Personal Beliefs, attitudes and behaviour How people regard or treat others Cultural Accepted values and codes of conduct Consensus Structure Structural and institutions within society which act to perpetuate social divisions, prejudice and discrimination Personal (P) level Individual actions that I come into contact with, for example service user. Cultural (C) Level This analysis is related to the shared values or commonalties. For example, shared beliefs about what is right and wrong, good or bad, can form a consensus. Structural (S) Level This analysis demonstrates how oppression is sewn into the fabric of society through institutions that support both cultural norms and personal beliefs. Some institutions such as sections of the media, religion and the government can cement the beliefs. Case study: homeless pregnant young person P: Young person 18 years old sharing at her friends home. She is 3 week pregnant; her boyfriend has left her and both arguing all the time. There is no support from home as her mother is on benefits and living off her. There is argument with her new boyfriend for support. C: being homeless within the community she is sharing her thoughts and feelings with different groups. S: Network of divisions, social services, health, local authority Practitioners will support with learning tools that transform to challenge oppression. Thompson, (2006) have identified the barriers in relating to ethical practice to identify form group- based approaches to anti-discriminatory practice to work together on issues of inequality, discrimination and oppression (Thompson, 2006). Challenging practice with young people engages them into ways at using wider policy objectives ia person centred base. Service users will openly discuss and debate issues within a safe environment amongst their peers and focus on building ones confidence and reassurance within a group, as well as maintaining the learners concentration. These principles are about being worthy of attention regardless what they can do and who they are as follows †¢ Respects and promote young peoples rights to make their decision or choices, unless the welfare of them as seriously threatened. †¢ Promote the welfare and safety while permitting them to learn through activities. †¢ Contributes towards the promotion of social justices for young people and encourages them to respect differences, diversity and challenging discrimination. †¢ Act with a profession integrity (Banks, 2001) When assessing young people it is necessary to take into consideration that there are no right or wrong answers. By using open questions, this allow service user to engage with the practitioner to expand on their opinions and experiences.. Conclusion Using the PCS model, I recognised the signs within groups to work together and support each other on their strengths and weakness. Thompson, (1994) identified the barriers in relating to ethical practice to identify form group- based approaches to anti-discriminatory practice is to work together on issues of inequality, discrimination and oppression. Tuckmans theory in the workplace has helped to identify leadership within a group stage development. I identify the stages through tuckmans theory has helped to be non judegment al with clients as their strengths and weakness can be assesss to build up their esteem and confidence for them to rapport a good working relationship.
Friday, September 20, 2019
SWOT Analysis Of Halal Restaurant
SWOT Analysis Of Halal Restaurant In this business plan report summarise the nature of our business, the advertising and sales strategy, the monetary background, projected cash flow and income statement. Nevertheless it shows our current position and where we want to be in the future and how we have planned to get there through excellent management. It lays out the route for the future our business and set up standards of success. Hence the business plan will help us in acquiring capital from investors / lenders such financial institutions as they will have clear understanding of the business and willing to invest if the business proposal is persuasive. Our business proposal is setting up a halal restaurant in Treforest whereby the restaurant will cater healthy meals prepared in Islamic rites. The restaurant will provide a combination of wide varieties of food with excellence in value pricing, fun packaging and atmosphere. In Treforest there are numerous halal takeaways thus this will give us competitive advantage as there is no halal restaurants within the area. Our main target customers are Muslims who are minority from all over the world, who will be easily attracted to a place where they will be enjoying their meals prepared according to their Islamic rites in comfortable environment. Nevertheless despite the fact the food being prepared in Islamic rites, we intend to target majority of the students and the local people as the food offered will be healthy diet and it will cater their needs such as their busy lifestyles. Our mission is to provide high quality food which adheres to Islamic rites and to provide products which are better, safe and hygienic. Morever we aim to promote customer satisfaction through feedbacks, review of menu and creating friendly relationship with customers. Halal restaurant will be a privately held company and registered as a Limited private company, with three shareholders with equal number of shares. The restaurant will be a rented property. Six staffs shall be employed who will include two chefs, two waiters and two kitchen porters. As we the shareholders will also be accountable for managerial tasks of the halal restaurant. Halal industry is growing and expanding at a high rate because of migration of more people into UK specifically in Wales, and we want to have our own shares in Halal food industry. The reason of setting up a halal restaurant in Trefforest is, first there is low degree of halal restaurants within the area as majority are fast foods and takeaways. Thus this will give us a competitive advantage as competition within restaurants will be low. Moreover the restaurant will cater healthy meals and it since the location of the restaurant will be in treforest majority of customers will prefer dining out in our restaurant rather than travelling to Cardiff as they will save their time and money used on transport. The key to be successful in our restaurant, we will create a unique and innovative atmosphere of dining which will be different from competitors and offer a great fastest service and high quality of food. The employees would be motivated so they can work in comfortable environment and different programs would be enhanced so as to assemble devoted workforce. Furthermore we will focus on cost control so as to meet profit margin by managing bank deposit, accounts payable, issuing inventory, cash receipts, purchasing, order taking, and service preparation. This will help us to track actual expenditure aligned with our forecasts in managing the halal restaurant. Moreover customer satisfaction would be our prominent factor for the success of halal restaurant. This will be done thorough frequent and friendly interaction with customers so as to know their particular needs. Our restaurant would encourage the two most important values in restaurant business which is brand and image, as these two ingredients are a couple of main drivers in marketing communications CHAPTER 2 2.0 BUSINESS OBJECTIVES AND STRATEGY Our halal restaurant objectives for the first year of inception are to make the companys name as household name, build a solid reputation so as to establish successful halal restaurant and gain a market share in Halal food industry in Wales. We also want to make halal restaurant as the favourite choice for the Muslim people and the rest of the community. We also intend to expand into a number of outlets depending on how the business will operate, through franchising to other cities, such as Liverpool, Manchester and London so as to increase customer base. Nevertheless our main business financial plan is to have sufficient monetary funds to run our restaurant for a maximum of two and a half years without deeping to our profit. This will help us as in the 3rd year in repaying the loan as the profit accumulated will have an interest margin. Prior to our earlier research we have noted that for us to attain an excellent profit margin for the two and half years that we have earlier mentioned some of the restaurant items such as kitchen refrigerators cookers and any item that maybe of extravagant purchase would be leased. This will enable us to reduce potential costs. Nevertheless we will have a useful administrating system and basic accounting information that will keep update records of each month sales so as to track the profit and loss through out the year. In order for us to increase our customer base we plan to advertise our business through posters, fliers, mosque, internet in order to uphold customer satisfaction and later through media. With initial launching and advertisement of job opportunities within the halal restaurant, this will help us to advertise more our business as the spread of the new halal restaurant will make people eager to know what kind of services and product that will be offered. Our main goal is to be one of the most successful Halal restaurants in UK, we will strive to be a premier Halal Restaurant brand in the local marketplace. We want our customers to be satisfied when visiting restaurant and website as well as to work on their feedback seriously. MARKET SIZE Halal restaurant belongs to the Halal industry which is growing and expanding at a high rate. Many multinational companies are now investing in this industry and there are many others planning to enter the industry. It is widely reported that demand for Halal products is on the increase amongst Britains estimated 3 millions Muslims, 95% of which claim to be Halal consumers. The Halal Food Authority estimates that the UK market for Halal food grew 30% in 2006, even though the Muslim population grew just 3% according to Mintel report. Across Europe, where the Muslim population has grown by more than 140% in the last decade, there is a similar picture with 2nd and 3rd generation European Muslims are seeking out convenience and looking for products such as Halal pizzas, lasagne and hot dogs. Estimates can be different, but the organisers of Londons World Food Market exhibition estimate the UK Halal market to be worth  £2.8 billion. . CHAPTER 3 MARKETING ANALYSIS 3. 0 PRODUCT AND CUSTOMER ANALYSIS. As earlier mentioned the menu products served in the restaurant will be halal prepared according to Islamic rites. The halal food range from frozen food, ready made meals, canned food, beverages, packed meat, baked goods, dry goods (food ingredients), condiments and snacks (Halal Products, 2010). These products will be used in a halal way to prepare meals. Example of such menus include Chicken Tikka Masala with Rice served with Broccoli and sweet corn and the dessert of Fruit salad yoghurt. However a detailed research would be conducted so as to know the favourite healthy dishes for Muslims. With awareness of reducing obesity and increased healthy eating, such menu people will be attracted to buy a meal as it is healthy and balanced diet as it has all the nutrients need for the body and it has less fat. In as much as the Muslim community will benefit from the healthy meal as it will be prepared and based in their Islamic approach. Furthermore most Muslims will increase their social i nteraction when having a meal in our restaurant as they will have a more comfortable environment to interact. Our major target segments customers in Treforest are Muslims who are minority in the area. In the University of Glamorgan the ethnic groups of Asians which include Indian, Pakistan, Bangladeshi, Malaysia and other Asian background account to 5.6% while whites are the majority who account to 82.03%. The blacks and other black background account to 2.8% and other ethnic back ground is 4.2%. Despite of our first priority customers being muslims students, our second target customers are other students from different backgrounds. Halal food is well eaten not only by Muslims but by other nationalities, thus most of the other students will be attracted to buy meals from our restaurant as majority of them do not have sufficient time to prepare a meal due to studying all day long and most of them have passion of trying different kinds of food. Moreover in occasions such as birthdays and graduation ceremonies we will have numerous customers as many of the students and their families will come to our restaurant to celebrate their achievement by purchasing meals. Thereby in such occasions, deals will be promoted so as attract as many customers during such occasions. Our third target customers are the local people within the area such as professionals, families; singles and couples. Due to the busier lifestyles most of them do not have enough time to prepare a meal at home. Most families partners do work full time thus dining out is alternative to home cooking meals. Our estimate population within treforest is around 30,000 and the percentage of Muslims is around 2.3% including students. This estimate was based on 2006 statistics which showed the total population in treforest was 25,000 and the of which the Muslims accounts to 1.87%. (Rhondda Cynon Report, 2006). Thus the population has grown by 20% to date. Hence our restaurant will cater their needs by providing good quality food and ensure good customer service has been provided throughout. We will have potential customers from these groups as most of them do prefer to dine out as a luxury treat to their families and themselves. Nevertheless a market plan of survey would be carried out so as to know if our business idea is being welcomed within the area. 3.1 COMPETITORS PROFILE However our halal restaurant will face competition within the area as the latter is occupied with halal take aways, pubs, Chinese takeaways and sandwich shops. In those halal takeaways most of the food is halal and they do have affordable deals whereby most of the students are attracted to purchase them. Nevertheless in pubs they do serve most of halal dishes such curries, hence there is high probability most of customers to switch to pub menus. 3.2 UNIQUE SELLING POINT In order to compete with our competitors we have set a unique selling proposition which will set us unique from the market. One of the USP that will entice our customer is, the halal restaurant will offer innovative and fastest service to the customer by putting a time limit guarantee for their meal. This will be done by reducing the steps of getting meals to customers. Moreover customers will have opportunity to evaluate food choices so as to keep the favourites on the menus and frequent interacting with the customers will be enhanced so they feel their feedbacks are being valued. 3.3 PRICING STRATEGIES 3.4 MARKET SHARE Majority of the time due to the busier lifestyle of the students and the local people most of them prefer to eat out rather than cook because they dont have time. Based from UK statistics our market share noting we will capture the majority of the Muslims because we will be providing Halal food which is being prepared in accordance to Islamic belief. Nevertheless we have a market share of majority of local people as most of the halal food is healthy and balanced Wales GDP per capita purchasing power parity $22,800 per annum per week $438.46 Incomplete more elaboration on purchasing capability of a single person. Initial maximum market share Total purchasing power(expenditure) of the targeted market Number of competitor +1 (own business) 438.46 = 73.08 6 Remember to include the initial market share 9%. 3.5 MARKET TRENDS. In treforest the population is mostly populated with students so the market trend will be very much be affected by the term time of the university. This means that when the university is opened the sales are high and when the university closes the sales are expected to be low this is because local students tend to travel and some foreigners. However most foreigners students they tend to remain in the university closes as most of them prefer working full time; hence this will have an impact in ourrestaurant as sales will tend to be stable. Nevertheless due to awareness of eating healthy diet and busier lifestyles, majority of people will prefer to eat out rather than cooking at home as it save time. This will have an impact in our restaurant as there will be frequent constant flow of customers who their needs will cater for. Thus as our initial market share estimated to 9% we expect growth of market share within the period of 6 to 12 months to be 16.7%. 3.6 SWOT ANALYSIS OF HALAL RESTAURANT STRENGHTS Availability of Muslim students who prefer halal food due to their Islamic belief. Busier lifestyles of local people and students who do not have sufficient time to prepare a meal at home. British people who are majority in the area are very experimental to different type of food thus our restaurant will cater their needs. WEAKNESSES A lot of monetary funds required to set up the halal restaurant. Fluctuation of sales when majority of students are on holidays. OPPORTUNITIES The long term objective of franchising thorough Wales so as to reach broader market. Our restaurant does offer healthy meals thus majority of people will be attracted to buy our meals. THREATS Within the area there is high competition as there are many competitors such as pubs, Chinese takeaways, halal takeaways, Indian restaurants who offer some of halal meals with affordable deals. Implementation of legislations such National Minimum Wage and Tipping legislation which require employers to comply with NMW of  £5.90 and paying more in National contributions so as to back up Tipping Legislation. This will increase costs in the restaurant business. CHAPTER 4 4.0 INTRODUCTION: The operational plan of our establishment will take care of matters such as Human resources, location, restaurant hours, suppliers, advertising strategy, registration and certification of the business along with other requirements The operational plan will also be shedding some light on ways of creating a strategic work plan that will formulate ways to achieve targets in the most reasonable amount of time 4.1 HUMAN RESOURCES We will be hiring two chefs one sous chef and a commis chef a kitchen porter and last but not the least two plate waiting staff. While recruiting these staff we will be looking for somebody with a reasonable catering industry experience except for the sous chef who has to have a good experience of working at the same designation. We will be managing the place ourselves with our previous catering, restaurant and hospitality industry experience and our HACCP and food safety qualifications we will be supervising the restaurant and the staff making sure that the customers are satisfied and content by handling all feedbacks and queries promptly and efficiently making sure that the daily book balancing runs smoothly and accurately costing of all the meals, creating promotional deals and strategies for the restaurant dealing with the suppliers and last but not the least running the restaurant according to the hygienic standards of the local authorities. We will be hiring a sous chef who must have at least 3 years of sous chef experience and be able to prepare dishes under pressure and should be able to work on his own initiative. We would be paying him  £19k- £21k depending on his experience his main jobs would be Creating menus Preparing and supervising all our main dishes Taking care of the stock and stock taking Make sure that all the heavy equipment is used in a safe way Cleaning all the heavy cooking machinery grinders etc. Making sure that the temperature records are up-to-date and hence the food served is hygienically safe. We will be hiring an enthusiastic commis chef who would be a fresh graduate and should have some experience in cooking, should have a can do attitude and willing to learn. we would be paying him  £11k- £13k depending on the experience. His duties would be Pastries and vegetable sauces preparation Salad preparation Assisting the sous chef in preparing the main meals Assisting the chef in stock taking Receiving and making sure that the deliveries are the same as invoiced and that their temperature at the delivery time was safe Cleaning the kitchen equipment after use Making sure that the kitchen is slip and trip free. We will be hiring a kitchen porter with some experience and we will be paying him  £5.80 and his duties will be as follows Washing dishes Cleaning the kitchen Receiving the deliveries and making sure they are fine and at a safe temperature Helping the chef in all other ad hoc duties We will be hiring two plate waiting staff with at least 1 year of experience, they should be customer friendly, polite and outgoing since they are going to be the first point of contact for all our customers. We will be paying them  £6 an hour their main duties would be Meeting and greeting customers showing them to the tables Take orders Take food to and from the table Making sure that the customers are satisfied with their meal by asking them Be proactive and offer them with extra desserts and drinks 4. REGISTERING THE BUSINESS In the Rhonda-Cynon-Taff council where we are intending to open our restaurant we have to register our business with the local authority 28 days before starting the business. We may also be required to get approval from the council due to our use of products of animal origin which in our case would be meat, fish, milk, eggs and any of their by-products and products made from them. In order to obtain the approval we need to submit an application form to the food team at the council along with a site plan that should reflect the layout of the premises accurately and an evidence of the food safety management systems on HACCP (hazard analysis and critical control point) principles (Food Business, 2010) On receipt of this application the local authority will arrange a site visit which is equivalent to a food premises inspection. During the inspection if all the requirements for the approval have been met, our premises will be issued with a unique three digit approval number which is part of a standard identification mark and will be used for all documentation. To register the business for VAT payments the law requires that the turnover of the VAT taxable goods and services supplied for the previous 12 months should be over  £68,000 and if it is below that amount then the business could still be registered for VAT voluntarily, and in our case this is what we will be doing we will be registering for VAT voluntarily because in future when the value of the taxable goods and supplies goes above  £68,000 and somehow we get busy and forget to register for VAT, we might get charged a penalty. And not just that there are benefits as well for voluntary registration. We will be registering for VAT online which would be the most convenient way for us in order to do that we will need to register with the HMRC online services first and then we will need to fill in two forms called VAT1 VAT2 with all our business details (HM Revenue and Custom, 2010). OPERATION TIMES In our restaurant we will be serving at different times to cater for people from different walks of life in the morning we will be serving a buffet style breakfast to cater for the students and for the people on the way to work, lunch and dinner for the students and general public and for the people who want to have a great time. Our serving hours are going to be BREAKFAST..08:00am till 11:00am LUNCH..12:00pm till 03:00pm DINNER.07:00pm till 10:00pm SUPPLIERS We have been in contact with different suppliers for our raw materials, crockery silverware, heavy equipment and all the other items that are required for opening a new restaurant. While reviewing these suppliers we need to make sure that the suppliers are of good reputation and hence provide good quality products while not making a huge dent on the business account We will be ordering our raw halal meat, spices, confectionary and all cooking items from a company called 3663. We will be ordering our fresh dairy products from a company called fresh fayre. Our disposable take away containers and the cleaning equipment that includes dishwashing liquid, bleaches sanitizersn degreasers and all kind of other cleaning equipment will be ordered from a company called BUNZL. Our used oil will be collected by a company called ARROW OIL COLLECTIONS but we have to put the request through our supplier which would be 3663 because they have this condition that they only collect oil if its bought through a certified oil seller. All our heavy equipment which is our fridges, freezers, fryers, furniture and any other heavy equipment for the restaurant and kitchen will be ordered through a company called LOCK HART on lease as long as we make an order above a  £1000 worth. All these suppliers have been carefully chosen considering their quality, reliability and prices. ADVERTISING AND PROMOTION Effective advertising and promotion is a vital supplement for any business and specially if the business is a newborn baby like ours We will be doing our advertisement through print media avoiding broadcasting it on TV since it does not fulfil our requirement for promoting our restaurant and its really dear as well instead we will be using brochures, posters, flyers and leaflets and specially handing out leaflets outside the university and in the surrounding area and specially outside the mosque. CERTIFICATION REQUIREMENT The halal certification required for the restaurant is going to be provided by the supplier the slaughter house from where the supplier acquires meat is inspected by the halal council and if all the necessary requirements are fulfilled and if the animal is slaughtered in a sharia way then the supplier is given a certificate which proves that the meat is halal and gives the authority to pass on that certificate to its customers and in this case the customer would be us and we will have the right to display that certificate. All the staff handling the open high risk food are required to have training certificates of handling high risk food and at least one member of staff is required to have adequate knowledge of the HACCP(hazard analysis and critical control point)/ food safety management systems.
Thursday, September 19, 2019
Alger Hiss Spy Case :: essays research papers
The Alger Hiss Spy Case      During the late nineteen forties, a new anti-Communistic chase was in full holler, this being the one of the most active Cold War fronts at home. Many panic-stricken citizens feared that Communist spies were undermining the government and treacherously misdirecting foreign policy. The attorney general planned a list of ninety supposedly disloyal organizations, none of which was given the right to prove its loyalty to the United States. The Loyalty Review Board investigated more than three million employees that caused a nation wide security conscious. Later, individual states began ferreting out Communist spies in their area. Now, Americans cannot continue to enjoy traditional freedoms in the face of a ruthless international conspiracy known as the Soviet Communism. In 1949, eleven accused Communists were brought before a New York jury for abusing the Smith Act of 1940, which prohibited conspiring to teach the violent overthrow of the government. The eleven Commun ist leaders were convicted and sentenced to prison. In 1950, Alger Hiss, formerly an employee of the Department of State, was convicted of perjury. Born in November 11, 1904, he grew up shabby-genteel in Baltimore, Maryland. Lean and boyishly handsome, Hiss was a graduate of Johns Hopkins University and of Harvard Law School and was a law clerk to the Supreme Court Justice, Felix Frankfurter and later a clerk for Associate justice Oliver Wendell Holmes. In 1933, he worked for law firms in Boston and on Wall Street, joined Roosevelt ¡Ã‚ ¦s administration, and worked in several areas, including the Agricultural Adjustment Administration, the Nye Committee, the Justice Department, and, starting in 1936, the State Department. In the summer of 1944 he was a staff member at the Dumbarton Oaks Conference, which created the blueprint for the organization that became the United Nations. By 1945, he was an adviser to Franklin Roosevelt at the Yalta Conference as well as to Joseph Stalin, and Winston Churchill. Later that year, Hiss served as acting the temporary secretary general at the San Francisco assembly that created the United Nations. In 1947, John Foster Dulles, Chairman of the board of Trustees of the Carnegie Endowment for International Peace, asked Hiss to become that organization ¡Ã‚ ¦s president. Hiss was more than a bright young bureaucrat. While working by day on Wall Street, he was active by night in the International Juridical Association, an alleged communist-front lawyers ¡Ã‚ ¦ organization. As early as 1942, the Federal Bureau of Investigations received warnings that Hiss was probably a Soviet agent.
Wednesday, September 18, 2019
Theme of Good vs. Evil in “Sweat†Essay -- Literary Analysis
The main character in Zora Neale Hurston’s â€Å"Sweat†is a black woman who resides in the South that clutches on to her belief in God to help her get through the suffering that she endures from her abusive and adulterous husband, Sykes. â€Å"Sweat†is full of religious symbolism that demonstrates that Hurston was using the theme of good vs. evil in the short story. In the very beginning of â€Å"Sweat†one can see that Delia possesses a very strong work ethic, by the way that she is working vigorously to wash the clothes for the white people that she worked for to put food on the table and a roof over her and Sykes’ head. The white clothing that Delia washes in the story represents her character. White signifies her virtuousness and wholesome spirit. Delia has a docile personality and a prevailing belief in God. Delia’s body may be physically broken from all the years of tough labor and mistreatment from Sykes, however her spirit remains unbroken. Delia is a church going woman that is inspired by her trust in God. She has confidence that God will steer her the right way and shield her from Sykes cruel physical and emotional abuse. Another reference to Delia’s goodness can additionally be located in these lines of "Sweat,†"Delia's work-worn knees crawled over the earth in Gethsemane and up the rocks of Calvary many, many times during these months" (445). According to Raymond Brown, who wrote, A Crucified Christ in Holy Week: Essays on the Four Gospel Passion Narratives, the garden of Gethsemane is the location where Jesus took his followers to pray. He advised some of them to observe and several of them to pray, however they fell asleep. Judas betrayed Jesus and escorted the Romans to him at Gethsemane prior to him being executed (49).... ...btains wisdom. Delia's goodness and her faith in God in the end, prevails over Sykes’ powerful muscle and violent manner. Bibliography Brown, Raymond. A Crucified Christ in Holy Week: Essays on the Four Gospel Passion Narratives. Collegeville, Minnesota: The Liturgical Press, 1986. Hurston, Zora Neale. â€Å"Sweat.†The Custom Library of American Literature. John Bryant. Boston, Massachusetts: Pearson Custom Publishing, 2008. 440-445. Jones, Sharon. Rereading the Harlem Renaissance: Race, Class, and Gender in the Fiction of Jessie Fauset, Zora Neale Hurston, and Dorothy West. Westport, Connecticut: Greenwood Press, 2002. Masson, Davis. Essays Biographical and Critical: Chiefly on English Poets. La Vergne, Tennessee: Lightning Source, Inc., 2007. Mà ©nez, Andre’. The Subtle Beast: Snakes, from Myth to Medicine. New York, New York: CRC Press, 2003. Theme of Good vs. Evil in â€Å"Sweat†Essay -- Literary Analysis The main character in Zora Neale Hurston’s â€Å"Sweat†is a black woman who resides in the South that clutches on to her belief in God to help her get through the suffering that she endures from her abusive and adulterous husband, Sykes. â€Å"Sweat†is full of religious symbolism that demonstrates that Hurston was using the theme of good vs. evil in the short story. In the very beginning of â€Å"Sweat†one can see that Delia possesses a very strong work ethic, by the way that she is working vigorously to wash the clothes for the white people that she worked for to put food on the table and a roof over her and Sykes’ head. The white clothing that Delia washes in the story represents her character. White signifies her virtuousness and wholesome spirit. Delia has a docile personality and a prevailing belief in God. Delia’s body may be physically broken from all the years of tough labor and mistreatment from Sykes, however her spirit remains unbroken. Delia is a church going woman that is inspired by her trust in God. She has confidence that God will steer her the right way and shield her from Sykes cruel physical and emotional abuse. Another reference to Delia’s goodness can additionally be located in these lines of "Sweat,†"Delia's work-worn knees crawled over the earth in Gethsemane and up the rocks of Calvary many, many times during these months" (445). According to Raymond Brown, who wrote, A Crucified Christ in Holy Week: Essays on the Four Gospel Passion Narratives, the garden of Gethsemane is the location where Jesus took his followers to pray. He advised some of them to observe and several of them to pray, however they fell asleep. Judas betrayed Jesus and escorted the Romans to him at Gethsemane prior to him being executed (49).... ...btains wisdom. Delia's goodness and her faith in God in the end, prevails over Sykes’ powerful muscle and violent manner. Bibliography Brown, Raymond. A Crucified Christ in Holy Week: Essays on the Four Gospel Passion Narratives. Collegeville, Minnesota: The Liturgical Press, 1986. Hurston, Zora Neale. â€Å"Sweat.†The Custom Library of American Literature. John Bryant. Boston, Massachusetts: Pearson Custom Publishing, 2008. 440-445. Jones, Sharon. Rereading the Harlem Renaissance: Race, Class, and Gender in the Fiction of Jessie Fauset, Zora Neale Hurston, and Dorothy West. Westport, Connecticut: Greenwood Press, 2002. Masson, Davis. Essays Biographical and Critical: Chiefly on English Poets. La Vergne, Tennessee: Lightning Source, Inc., 2007. Mà ©nez, Andre’. The Subtle Beast: Snakes, from Myth to Medicine. New York, New York: CRC Press, 2003.
Tuesday, September 17, 2019
New Belgium Case Analysis
Introduction The New Belgium Brewing Company is one of the top three craft beer breweries in the nation. It has experienced solid growth from its original entry as a niche marketer to a brand that is now distributed across the country. Much of New Belgium’s success is a result of a well-developed positioning strategy that promotes the company’s culture as much as its product. Not coincidentally, New Belgium’s target market chooses brands like Fat Tire because of both the company’s culture and its product.Our evaluation of the two New Belgium cases indicates that the craft beer industry remains an attractive investment for the company, particularly because of its specific capabilities and resources. The cases also suggest that a conservative growth outlook has the greatest probability of maintaining an acceptable level of profitability without sacrificing the company’s mission and core values.Finally, New Belgium’s positioning, particularly as it’s exemplified by the Fat Tire campaign, is a sustainable one for both current and future brands, though deliberate adaptations will be necessary as New Belgium expands into new markets SWOT Analysis Strengths (New Belgium)| Weaknesses (New Belgium)| High-quality beer, award-winning beers| Association with a single line of beer- Fat Tire| 7th Largest brewery in the nation, 3rd largest craft brewery| Increased pressure on maintaining company culture as a result of company growth| Strong growth with est. ales of over $100B and sales of over 700K barrels of beer| Continued reliance on natural gas and fossil fuels- non-renewable resources| $10M advertising budget for Fat Tire campaign| No follow-up of successful Fat-Tire ad campaign| Collaboration with Elysian Brewing Company| Increasing distribution distances| Customer Loyalty| Competition from craft brewers and craft beers from traditional brewers| Effective word-of-mouth advertising| Smaller advertising budget ($10M) than c ompetition (Sam Adams $35M)| Strong product association (Fat Tire Brewery)| One of the founders no longer with NBB| Social media presence: Facebook (300K; $50. M monetization), Twitter (100K), Pandora, Instagram, Beer Stream, YouTube| Customer blow back if environmental and social responsibility not as advertised| TV advertising differentiated from traditional breweries| Incompatibility between social responsibility and promotion of alcohol consumption| Clear market segmentation| Increased expense associated with sustainability efforts| Strong brand positioning| | Distribution in 29 states and DC| |Performance advantage of ethically and socially responsible companies| | Triple Bottom Line: economic, social, and environmental focus drives strategy| | Brand manifesto co-developed by Dr. Holt| | Clear mission, core values, and beliefs| | Long-standing commitment to sustainability| | â€Å"Sustainable Purchasing Guidelines†| | Awards for environmental achievement | | Admission of flaws in sustainability claims| |Dedication to socially responsible initiatives, corporate charity and philanthropy| | Event sponsorship to promote environmental responsibility| | Generous employee benefits that reflect company culture| | Awards for business ethics and work-place environment| | Grant-supported new plant in NC| | Opportunities (Craft Beer Industry)| Threats (Craft Beer Industry)| 16. 4 percent growth in craft beer industry| 2 percent decrease in total beer consumption| Fastest growing segment of US alcoholic beverage market w/>100 percent growth from 1999-2011| Accounts for only 5. percent of US beer market| Differentiation from traditional breweries| Competition from traditional and other craft breweries| Low cost per viewer TV advertising | Social stigma of alcohol consumption| Growth of social media as inexpensive source of advertising| Beer can become a commodity in a poor economy, decreasing demand for craft beers| Customer loyalty| Increased differentiation ef forts required to stand apart from traditional breweries| More immune to an economic downturn than traditional beers| |New Belgium and the Craft Beer Industry New Belgium Brewing Company is relatively small compared to the traditional breweries such as Anheuser Busch and Coors, though they are still the seventh-largest brewery in the nation. New Belgium is, however, the third-largest craft brewery in the nation, with estimated sales of over $100 million, equaling approximately 700,000 barrels of beer per year. An analysis of the craft beer industry as a whole suggests that there is continued growth potential for New Belgium.Exhibit 5. 1 of the New Belgium Brewing (B) case shows that craft beer is the fastest growing segment of the U. S. alcoholic beverage market, with an increase in market share of over 100 percent from 1999-2011. It is also an industry whose customers tend to be extremely loyal, making them less likely to view craft beer as a commodity. Consequently, craft beer has a higher probability of being immune to competition from inferior goods and substitutes.This is particularly applicable to New Belgium’s target market of â€Å"beer connoisseurs†that appreciate the high quality and taste of craft beer and who include â€Å"executives, lawyers, and accountants†with the continued ability to pay higher prices for craft beer, enabling the craft beer industry to achieve gross margins of up to 30 percent (Clark & Rogler, 2013). Four other strengths of New Belgium indicate continued growth in the craft beer industry. First, studies have shown that companies who sincerely promote ethical, social, and environmental responsibility outperform those on the S&P 500.New Belgium has been such a company from the very start. Second, they have exploited social media as an inexpensive advertising platform, with their Facebook presence alone accounting for over $50 million in annual sales. Third, New Belgium has shown that they can succeed in tr aditional television advertising as well with their Fat Tire campaign that produced an extremely successful positioning strategy resulting in significant sales increases. Fourth, New Belgium continues to look for ways to innovate, like their partnership with Elysian Brewing Company that could lead to greater efficiency and support new product development.New Belgium is a company that has received awards for their beer, for their ethics, for their employee care, and for their stewardship of the environment, all the while maintaining strong financial growth and market share. There is nothing to suggest that New Belgium cannot continue to succeed in the craft beer industry. New Belgium’s Growth Outlook New Belgium’s success to date in the industry has been a result of a conservative approach to growing their business- a â€Å"go slow to go fast†strategy. We believe it should continue to be conservative in its outlook on growth.New Belgium Brewing is a growing comp any, best exemplified by plans to open a second brewery in Asheville, North Carolina, in order to reach new markets on the east coast. This expansion, however, is creating pressure on the company’s commitment to sustainability. Even though the new plant will reduce the fuel necessary for east coast distribution, it still will result in an increase in the overall use of fossil fuels and non-renewable resources from current levels, not just with transportation but with production as well. In addition, the increased production will necessarily mean an increase in environmental waste by-products.An aggressive outlook on growth with a mindset of â€Å"grow, grow, grow†would further jeopardize the company’s ability to maintain sustainability efforts, which would not be consistent with New Belgium’s way of operating. New Belgium Brewing embraces a â€Å"triple bottom line†approach to business that factors economic, social, and environmental consideratio ns into its business strategy rather than simply looking at the bottom line. We believe that this has been critical in developing a strong brand preference through customer trust.New Belgium’s own study indicates the â€Å"39 percent of beer consumers will make extra efforts to buy from and support sustainable companies,†while outside studies suggest that a significant number of consumers support businesses that demonstrate sustainable practices. Going â€Å"fast†with an aggressive growth outlook would likely alienate New Belgium’s customer base and would violate every one of New Belgium’s Sustainable Branding Strategy principles, from â€Å"walk before talk†(living up to sustainability claims) to â€Å"make ripples†(convincing the customer that advertisements promote the brand and the culture behind it).In addition, an aggressive growth outlook would be contrary to some of New Belgium’s core values and beliefs, particularl y those that address environmental stewardship and commitment to trust through fulfilling promises. No one should doubt that New Belgium is in the business to â€Å"operate a profitable brewery†as its mission statement makes clear, but not at the expense of the other two bottom lines. For New Belgium Brewing Company, slow and steady leads the way. Fat Tire Positioning As noted above, New Belgium’s positioning of its Fat Tire brand was a success.Clancy (2001) defines positioning as â€Å"the message a company wants to imprint on the minds of customer and prospects about its product†¦and how it differs from and offers something better than competitors†(p. 1). In the case of Fat Tire, its positioning mirrored the company’s culture â€Å"where a highly creative activity†¦is pursued for the intrinsic value of doing it, as well as perfromed in a balanced manner with nature. †The message was about pursuing one’s interests (folly) but n ot in a way that reflect’s self-interest alone.It’s a message about recycling (restoring the bike), about caring for the environment (riding instead of driving), about relationships (the road biker and the tinkerer riding uphill together), and about the simple joy of simple things. It’s about good beer made by a literally â€Å"good†company. Compare this approach with the positioning of the largest craft brewer, Sam Adams, whose ads have â€Å"morphed into television spots that [look] more and more like the position of America’s Big Three brewers. The Fat Tire ad, on the other hand, cleary demonstrates that New Belgium is different than it’s competitors in the culture behind the beer, and that’s what New Belgium is after- the market who not only wants high quality, excellent craft beer but who also wants to be associated with a high quality company behind it. The Fat Tire campaign produced increased sales of 37 percent in test marke ts, and New Belgium’s sales force was able to leverage this success by convincing transactional customers to promote New Belgium’s secondary brands, increasing these sales by over 50 percent (Holt & Cameron, 2010).Given the results of the Fat Tire campaign, we recommend a continuation of the current positioning. Through Fat Tire, New Belgium has been able to differentiate itself in the craft beer industry by producing strong products that are well received by their target customers who are, or who see themselves as, smart, creative, athletic, environmentally conscious, and socially engaged. Target Markets The target consumer customer marketing strategy for the Fat Tire campaign focuses on the market concentration approach of selecting a single market segment and then identifying shared segmentation factors.For example, the campaign targets â€Å"high-end†(psychographic, behavioral) male beer drinkers ages 25-44 (demographic) who are mostly white-collar professi onals (demographic) who vacation in Colorado (geographic) for a taste of the mountain lifestyle (psychographic). This market longs for the life of the tinkerer (psychographic) but believe that they are unable to sacrifice their current circumstances in order to obtain it (psychographic). They can, however, make a connection to that life and to others in similar situations (psychographic, association/affinity) by drinking Fat Tire (behavioral).The transactional customer, on the other hand, is likely to be the local liquor store or grocer rather than supermarket or large retail discount center. For one, such distributors are more apt to carry craft beers because of their higher price and lower sales volume. More importantly, it is more probable that they are susceptible to local demands to carry New Belgium beers, the kind that result from the example noted by the case where a local Minnesota liquor store sold 400 cases of Fat Tire with the first hour of opening.Recommendations for th e Future Looking toward the future, the cases note that New Belgium has no plans to undertake another major television ad campaign similar to Fat Tire. We recommend that they reconsider this position, particularly as they move into the east coast market and open their Asheville brewery. Taking a pure aggregation approach by replicating current strategy there will probably not produce the success to which New Belgium has become accustomed.Having recently studied the early failures of Disney in Europe due to a lack of adaptation, we suggest a television ad campaign modeled after a listening tour, perhaps where the tinkerer and his single-speed bike tours the Carolinas, finding compatriots along the way. The tagline could be, â€Å"Beer is our folly. What’s yours? †The television ads would promote contact with New Belgium via social media, and local events would be sponsored to share New Belgium beer and culture with the east coast market, as well as to learn more about their new target market.Based upon what New Belgium learns, we also recommend developing a new craft beer specifically for the east coast market, fulfilling the transformational innovation activities of the Innovation Ambition Matrix (Limacher, 2012). We envision this campaign then developing television spots that show the tinkerer traveling through locations from the Maine coast to the Key West, with quick images of him restoring old junked treasures that represent the follies he previously learned about- a wooden canoe, an Appalachian fiddle, or an antique Penn ocean reel- all the while promoting New Belgium’s new brand.In addition to television ads, New Belgium would continue its established strategy of permission marketing using social media, which they have clearly established as having a strong correlation with annual sales. We project that if New Belgium follows this Sustainable Branding Strategy with an emphasis on adaptations to the new market, it will achieve succes s similar to the results from the Fat Tire campaign. Conclusion New Belgium is poised for significant growth because of the way that it has differentiated the company from other craft brewers.Despite a smaller advertising budget that larger competitors like Sam Adams, New Belgium has leveraged its advertising resources into developing a position that is distinctly different, which has created strong brand appeal among its target market. If New Belgium can maintain its original principles as it grows, we see a high likelihood that profits will follow. New Belgium’s â€Å"single speed†is absolutely the right vehicle to transport the company into the future. References Clancy, K. 2001). Whatever happened to positioning: Recent Copernicus study confirms the dissappearance of positioning. Copernicus. Clark, C. , & Rogler, J. (2013, March 8). Personal Interview. (M. Holcomb, Interviewer) Holt, D. , & Cameron, D. (2010). Cultural Strategy: Using Innovative Ideologies to Buil d Breakthrough Brands. New York: Oxford University Press. Limacher, R. (2012, May 25). Framework of the week – 81 -innovation ambition matrix. Retrieved March 20, 2013, from strategyhub. net:
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