Evidence Base Health Care Theory Essay Example | Topics and Well Written Essays - 250 words

Evidence Base Health Care Theory - Essay Example With this in perspective, the public is bound to benefit from programs set and evaluated credit to the evidence based healthcare theory. On yet another point of view, it is critical to note that the public health issues are getting more intricate by the day. In an attempt to deal with these upcoming issues, ONeall & Brownson (2005) are of the opinion that an evidence based approach would prove useful in developing policies and interventions that would solve the problems facing the healthcare sector. The application of scientific approaches to the public healthcare practice has been strengthened with the evidence based care theory and practice (ONeall & Brownson, 2005; Stevens, 2013). It is valid to conclude that evidence based care theory has helped develop, execute and assess the public health policies in terms of intervention and effectiveness in the public health

Failure vs Success Essay Example for Free

Failure vs Success Essay

Exxon Valdez :: science

Exxon Valdez When people hear the phrase "oil spill: they think a bunch of black stuff all in the water. Well there is a lot more to it then just that. It is an economical disaster as well as an environmental one. As you read along you will see how devastating this one oil spill, the Exxon Valdez, really was compared to others. Whether you, as the reader believe it or just think it is something that is none of you concern and happened 10 years ago is completely up to you. I think that your mind will change after hearing all the facts. On the day of March 24, 1989 the oil tanker Exxon Valdez was afloat when it ran aground a reef in Prince William Sound, putting a gash in its hull. This gash bled out 11 million gallons of crude oil. The oil covered roughly 10,000 sq. miles of water. This is the area of Connecticut, Delaware, Rhode Island, and 25 Washington D.C.’s combined! In only a week’s time the wind and current moved the oil 90 miles into the Gulf of Alaska. It contaminated 1,500 miles of coast. This is like the shoreline of California. This oil as it moved through the water killed 300,000 sea birds, 2,600 sea otters, 300 harbor seals, and perhaps millions and millions of fish. Of the 23 studied species hurt by the spill only 2 are said to be completely recovered. The 2 are the Bald Eagle and the River Otter. Some show no recovery at all. Of these that haven’t recovered at all are the Harbor Seal, Harlequin Ducks, Pacific Herring, Cormorants, and even certain whales. If people were familiar with some of the clean up that went on, they would probably remember that cleaning of all those ducks. Well I hate to tell you but it was useless. Some of them died 5 days after they were released. Scientists now know that the oil is 100 time’s more toxic then originally thought. Even a minuet amount can cause deformities in fish like an extra fin.

Describe and explain recent changes (since 1945) in the employment structure of the UK

This essay will first describe and then go on to explain the changes that the UK's employment structure has experienced since 1945, post World War Two. The levels of employment in each of the different economy's sectors will be examined as percentages, to show clearly the increase or decline over time. Principally the Primary, Secondary and Tertiary sectors will be described as will the Quaternary and possibly Quinary in the later 20th century, and early 21st century. The Primary sector involves the extraction of raw materials that all other areas of an economic system rely upon; examples include Mining, Fishing and Agriculture. At the end of any Primary activity there is little or no value added to the product; low value, high bulk products. The Secondary Sector involves adding value, and shedding bulk from these products. There are two types of manufacturing; Heavy industry – processing raw materials directly from primary products (steel to iron ore), and Light industry – assembling products in preparation for the market (car manufacturing). The Tertiary Sector is the provision of goods and services to the consumers. There are no processes involved; the products (goods or information) are simply supplied to the consumers. The Quaternary Sector is a more recent evolution and subset of the tertiary sector. It has aroused from the new market created from technological advances and is widely known to involve Research and Development. The current UK employment structure is as follows; 76% are employed in the Tertiary sector (encompassing the Quaternary and Quinary) which includes the UK's excellent and rapidly growing financial services industry which accounts for, 22% in the Secondary sector, and only 2% are involved in Primary sector activities. In 1945 the structure of employment within the UK was extremely different from today. There was a much higher percentage of the workforce involved in Primary and Secondary activities, where as today the Tertiary industry dominates. Over 40% of the workforce was employed in the Secondary Sector in manufacturing industries, 35% involved in tertiary activities, and 25% employed in the Primary Sector. From the post-war years into the 1950s the Primary Sector experienced an immediate and rapid decline in employment levels, this decrease remained at a high rate until 1975, when it began to plateaux and slowly decline until reaching its current level of 2%. Currently there are 13 coal mines in the UK producing an annual output of only 30 million tonnes compared with the 169 mines in 1984 that produced over 130,000 million tonnes of coal annually. The level of employment in the Secondary Sector has also declined since 1945; however a small increase was experienced first, where the sectors employment percentage reached nearly 50 in 1950. After this it began to decrease, slowly at first, but began to fall more rapidly after around 1975. Manufacturing industries experienced a 30% fall in employment between 1971 and 1994. The Tertiary sector however has undergone an increase in its percentage of UK workforce employment ever since 1945. This increase occurred quite rapidly during the industrialisation period, and continued into the pre-industrial, however has slowed now and levelled off at around 70%. These changes in the UK's employment structure described above can be well represented by the Clark-Fisher model below. The development over time of an industry can clearly be observed, as the relative number of those employed in each sector changes as the country develops. This model is able to demonstrate the changes experienced by the UK so clearly as it was initially based upon the employment structure change overtime in both The USA and the UK. THE CLARK-FISHER MODEL: The reasons for these variations in employment structure over time vary for each sector, although the general decline in both the Primary and Secondary sectors can be accredited to similar causes, It can be argued that the underlying reason for this decrease in both sectors can be attributed to mechanisation, as it is inevitable as businesses seeking profit naturally began to replace many workers for fewer machines as they are generally more reliable and much cheaper to run; thus lowing production costs and increasing the potential for profit in the long run. This period is known as industrialisation, referring to the transition in methods of production, often due to technological innovation or advancements. When the UK Primary sector employment fell extremely rapidly as machines replaced manual labour in most industries; for example combine harvesters and tractors were substituted for farmer workers in Agriculture. The same applies in manufacturing industries when the Secondary sector later experienced employment decline. In Heavy industry such as the creation of metal sheets for raw material resources, large machines replaced many human workers; producing higher output levels in much shorter times. Similarly in Light industries like car manufacturing mechanised assembly line systems began to operate and replace factory workers. Mechanisation soon required far cheaper and more efficient energy resources to sustain levels of output and industries started to use electricity as cheaper and cleaner energy as opposed to coal. This caused a negative multiplier, as machines replaced jobs, electricity replaced coal, thus a fall in demand for coal and more jobs lost in the Primary sector. Agricultural decline has also been largely attributed to the spatial limits of UK farms, as economies of scale apply; the larger the land cultivated the lower the overall costs. Much cheaper crops could soon be imported from countries overseas where labour and land are both cheaper than in the UK. Farmers in the UK are out-bided for land as more profitable industries require it for other uses. The recent disease out-breaks in the UK have also fuelled the employment decline in agriculture. Demand for British meat and crop products has been extremely negatively affected by BSE and Foot and Mouth in recent years, and the low scale UK economy in this sector has never fully recovered. Now in the UK nearly 50% are leaving university with degrees, and this results in a very high demand and high aspirations for graduate level jobs. With more and more people being better educated, and in search of better jobs; higher paid with better prospects, less young people are taking over either family run farms or interested in employment in the manufacturing sector. The average annual wage of a farmer in the UK is i9000 or less, making this an unthinkable occupation for a highly educated skilled workforce. Another larger contributing reason for the decline in manufacturing employment in the UK, especially the rapid decline after 1975 is the government policies implemented during the late 1970s and 1980s. The Prime Minister at the time, Margaret Thatcher, was s Conservative and passed Acts and introduced policies that effectively privatised much of the public sector. Between 1979-82 over 2 million jobs were lost in manufacturing industries, as wells as further redundancies caused during the last recession. This also affected many Primary industries in the UK, which up until then had been operated under the public sector. Companies like the National Coal board became publically limited companies; UK Coal plc. This was done to replace output targets, set by the government for the provision of required resources to the UK economy, with the profit motive; aiming to make extraction and production, in heavy industries, more efficient via introducing competition as in the public sector they were running at a loss and the government suffered. Also in the private sector the industries would receive the large investment urgently required for full mechanisation to allow more efficient production that the public sector government budget could not provide. Privatisation, however, lead to many coal mines being shut down as firms chose to import coal and other resources from abroad where both labour and land were cheaper, as now in competition costs had to be minimal. In 1984 over 250,000 were employment in coal mines, and now only 10,000 or less are and the activity only accounts for 0. 01% of UK GDP. The heavy industry suffered the most in this case as well as light industries, where assembly lines and factories shut down and production was continued in less developed countries, with less educated workforces, or no minimum wage laws. This cheaper labour drove down costs allowing more to be produced at lower market prices. Examples include Dyson moving production to Malaysia causing 800 jobs to be lost in the UK as production was shut down. Many other firms chose extremely highly populated countries, with a large dispensable workforce like India and China. However this lead to saturation in many markets, as production was so efficient and cheap it was greater than the demand for the consumer goods in the developed countries, this is illustrated by the Kundratieff cycle. The reasons behind the increase in employment in the Tertiary sector are party due to the UK economy's shift to this sector, as Primary and Secondary industries have found cheaper labour and production abroad. Now importing more raw materials and many food products which out compete those produced in the UK for price. Mentioned earlier was the fact that 50% of students in the UK are continuing to University study and emerging with degrees. This creates a large skilled and highly educated workforce, not only allowing for such wide spread service sector growth but almost inducing it as more people are looking for graduate level jobs of a certain calibre with certain salaries. This has also largely resposonsible for the growth of the Quaternary sector; which is commonly considered to included research and development. The UK's highly educated workforce provides innovation and develops industry in other sectors. As views have become more materialist; people want more than they used to, whether that means more expensive cars or more holidays abroad. This increase in consumer spending has allowed firms to be able to invest greater amounts of capital back into their businesses, creating better or more products or allowing them to diversify. Rising interest rates have also encouraged this investment trend, not only with firms though; households are more willing to invest in the stock market, or undergo greater financial risks. This has been responsible for the growth of the UK's now extremely strong and world renowned financial services sector, which contributed i19 billion to the UK's GDP in 2005. Although most salaries in the service sector are low, the financial service sector provides very high potential salaries, as well as annual bonuses and employs over 1. 1 million people. The growth of the internet has allowed many service and good producing firms to close down high street shops and operate entirely from the internet, reducing rent and labour costs enormously and allowing more money for investment and/or profit. Examples include Amazon and Elephant; an insurance company providing an internet based service only. In conclusion I believe that the Primary and Secondary sector's decline in employment was largely down to mechanisation, however in later years other factors had great impacts too; for example policies during Margaret Thatcher's time as Prime Minister in the 1980s causing privatisation. The Tertiary sector employment boom is down to better educations and higher aspirations of the UK workforce, as well as cheaper labour and land abroad. The internet and greater quality of communications has also allowed both the Tertiary and Quaternary sectors to expand as globalisation has occurred. Social wants and desires have also fuelled the service sector growth. Given more time and resources this topic could have been discussed in far greater depth, looking back further in time at employment structures as well as studying and predicting possible trends in the future in the UK economy, as well as looking at global trends.

Daddy Long Legs Essay

Jerusha Abbott was brought up at the John Grier Home, an old-fashioned orphanage. The children were wholly dependent on charity and had to wear other people’s cast-off clothes. Jerusha’s unusual first name was selected by the matron off a gravestone (she hates it and uses â€Å"Judy† instead), while her surname was selected out of the phone book. At the age of 18, she has finished her education and is at loose ends, still working in the dormitories at the institution where she was brought up. One day, after the asylum’s trustees have made their monthly visit, Judy is informed by the asylum’s dour matron that one of the trustees has offered to pay her way through college. He has spoken to her former teachers and thinks she has potential to become an excellent writer. He will pay her tuition and also give her a generous monthly allowance. Judy must write him a monthly letter, because he believes that letter-writing is important to the development of a writer. However, she will never know his identity; she must address the letters to Mr. John Smith, and he will never reply. Jerusha catches a glimpse of the shadow of her benefactor from the back, and knows he is a tall long-legged man. Because of this, she jokingly calls him Daddy-Long-Legs. She attends a â€Å"girls’ college,† but the name and location are never identified. Men from Princeton University are frequently mentioned as dates, so it might be assumed that her college is one of the Seven Sisters. It was certainly on the East Coast. She illustrates her letters with childlike line drawings, also created by Jean Webster. The book chronicles Jerusha’s educational, personal, and social growth. One of the first things she does at college is to change her name to â€Å"Judy. † She designs a rigorous reading program for herself and struggles to gain the basic cultural knowledge to which she, growing up in the bleak environment of the orphan asylum, was never exposed. At the end of the book, the identity of ‘Daddy-Long-Legs’ is revealed.

Inhibit vs Prohibit

Inhibit vs Prohibit Inhibit vs Prohibit Inhibit vs Prohibit By Maeve Maddox Greg Landretti asks: How about inhibit versus prohibit? The first definition of inhibit in the OED gives prohibit as a synonym: inhibit: trans. To forbid, prohibit, interdict (a person) Several of the illustrations show inhibit being used where a modern writer would probably use prohibit. Heres one: By expresse words he was inhibited to beare armes without his own frontiers. prohibit: trans. To forbid (an action, event, commodity, etc.) by a command, statute, law, or other authority Perhaps owing to the influence of the psychology term inhibition, current usage usually associates inhibit with internal control and prohibit with external control. inhibition: Psychol. A voluntary or involuntary restraint or check that prevents the direct expression of an instinctive impulse; also colloq., in looser use, an inner hindrance to conduct or activity. Scientists fear that libel ruling will inhibit debate. Most dogs need to learn to control or inhibit their behavior. B.C. Government Says it Will Prohibit Mining in the Flathead. New Hampshire Bill HB 1301 will prohibit no-fault divorce for parents with minor children. The ability to inhibit ones desires and impulses is an essential and desirable social skill. In some contexts, however, the word inhibited conveys a negative state, while uninhibited is seen as positive. I find myself wishing I were not so inhibited. The people from South Africa are known for the wonderful, uninhibited way in which they express their joy and happiness in life. It was not until the twentieth century that freedom of the press came to be understood as guaranteeing an uninhibited, robust and wide-open public discourse. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Vocabulary category, check our popular posts, or choose a related post below:20 Great Similes from Literature to Inspire YouThe Four Sounds of the Spelling OU20 Movies Based on Shakespeare Plays

Social welfare Essays

Social welfare Essays Social welfare Essay Social welfare Essay First of the social welfare policy research articles is about the effect of service-learning programs (voluntary community service and pre/post-service preparation/reflection) among US and Canadian adolescents. Aimed to answer What can I do in my community to prevent teen pregnancy-what really works?, this research employs experimental/quasi-experimental design methodology, at least 100 sample size in combined treatment and control group, and measured impact on sexual or contraceptive behavior, pregnancy, or childbearing. Results: among any intervention, teen-participated service-learning programs showed compelling conclusion of highly suggestive decreasing rates in actual teen pregnancy. Likewise, closely monitored after-school activities reduce teen’s chances in precarious engagement, as well as unprotected sex (Kirby, 2001).Second study looks into the psychiatric-illness: capacity-to-age-in-place relationship in Assisted Living in Kansas specifically examining aging-in-plac e philosophy implementation. Findings show restrictive facility admission and discharge policies, far more restrictive than state regulations, curtail ability to age-in-place among psychiatric patients. It only implicates that for the aging-in-place philosophy implementation to be fully realized, a more comprehensive facility admission and discharge criteria, as well as associated funding and manpower are imperative (Dobbs, 2006).Third study aimed to determine the different effects of collective well-being deficiencies, drug use, and self-efficacy on prison inmates current symptoms of mental health problems. Based on a national survey among Norway’s inmates, results show significant accrual of drawbacks, as well as more welfare deficiencies among drug-dependents and mental health sufferers. Accumulation of welfare deficiencies and self-efficacy substantially trigger mental distress. Results were discussed both in terms of practical implications and inherent shortcomings illus trations (Friestad, 2005).;

An Overview of the Roe v. Wade Supreme Court Decision

An Overview of the Roe v. Wade Supreme Court Decision On January 22, 1973, the Supreme Court handed down its historic decision in Roe v. Wade, overturning a Texas interpretation of abortion law and making abortion legal in the United States.  It was a turning point in  womens reproductive rights and has remained a hot-button issue within United States politics ever since. The Roe v. Wade decision held that a woman, with her doctor, could choose abortion in earlier months of pregnancy without legal restriction, based primarily on the right to privacy. In later trimesters, state restrictions could be applied. Fast Facts: Roe v. Wade Case Argued: December 13, 1971; October 11, 1972Decision Issued:  January 22, 1973Petitioner:  Jane Roe (appellant)Respondent:  Henry Wade (appellee)Key Questions: Does the Constitution embrace a womans right to terminate her pregnancy by abortion?Majority Decision: Justices Burger, Douglas, Brennan, Stuart, Marshall, Blackmun, and PowellDissenting: Justices White and RehnquistRuling:  A womans right to an abortion falls within the right to privacy as protected by the Fourteenth Amendment. However, while decision gave women autonomy during the first trimester of pregnancy, different levels of state interest for the second and third trimesters were allowed.   Facts of the Case   In 1969, Texan Norma McCorvey was a poor, working class 22-year-old woman, unmarried and looking to end an unwanted pregnancy. But in Texas, abortion was illegal unless it was for the purpose of saving the life of the mother.† She was eventually referred to attorneys Sarah Weddington and Linda Coffee, who were looking for a plaintiff to challenge the Texas law. On their advice, McCorvey, using the pseudonym Jane Roe, filed a lawsuit against the Dallas County district attorney Henry Wade, an official responsible for enforcing criminal laws, including anti-abortion statutes. The suit said the law was unconstitutional because it was an invasion of her privacy; she sought the overturn of the law and an injunction so she could go ahead with the abortion.   The district court agreed with McCorvey that the law was unconstitutionally vague and violated her right to privacy under the Ninth and Fourteenth Amendments, but refused to issue an injunction. McCorvey appealed and the Supreme Court agreed to hear the case, along with another case called Doe v. Bolton, lodged against a similar Georgia statute. The Supreme Court case filing occurred on March 3, 1970, when McCorvey was six months pregnant; she eventually gave birth and that child was adopted. She said she wanted to continue with the case to support other womens rights. Arguments for Roe v. Wade began on December 13, 1971. Weddington and Coffee were the plaintiffs lawyers. John Tolle, Jay Floyd, and Robert Flowers were the defendants lawyers. Constitutional Issues   The Roe v. Wade case was argued for the plaintiff Jane Roe on the grounds that the Texas abortion law violated the Fourteenth and Ninth Amendments to the U.S. Constitution. The Due Process Clause of the Fourteenth Amendment guarantees equal protection under the law to all citizens and, in particular, required that laws be clearly written.   Previous cases challenging abortion laws usually cited the Fourteenth Amendment, claiming that the law was not specific enough when a womans life might be threatened by pregnancy and childbirth. However, since attorneys Coffee and Weddington wanted a decision that rested on a pregnant womans right to decide for herself whether or not an abortion was necessary, they based their argument on the Ninth Amendment, which states: The enumeration in the Constitution, of certain rights, shall not be construed to deny or disparage others retained by the people. The framers of the Constitution had recognized that new rights might be developed in years to come and they wanted to be able to protect those rights. The state prepared its case primarily on the basis that a fetus had legal rights, which ought to be protected. The Arguments The argument for the plaintiff Jane Doe stated that, under the U.S. Bill of Rights, a woman has the right to terminate her pregnancy. It is improper for a State to impose on a womans right to privacy in personal, marital, familial, and sexual decisions. There is no case in the Courts history that declares that a fetus- a developing infant in the womb- is a person. Therefore, the fetus cannot be said to have any legal right to life. Because it is unduly intrusive, the Texas law is unconstitutional and should be overturned. The argument for the State rested on its duty to protect prenatal life. The unborn are people, and as such are entitled to protection under the Constitution because life is present at the moment of conception. The Texas law was, therefore, a valid exercise of police powers reserved to the States in order to protect the health and safety of citizens, including the unborn. The law is constitutional and should be upheld. Majority Opinion   On Jan. 22, 1973, the Supreme Court handed down their ruling, holding that a womans right to an abortion falls within the right to privacy protected by the Fourteenth Amendment. The decision gave a woman a right to abortion during the entirety of the pregnancy and defined different levels of state interest for regulating abortion in the second and third trimesters.   In the first trimester, the state (that is, any government) could treat abortion only as a medical decision, leaving medical judgment to the womans physician.In the second trimester (before viability), the states interest was seen as legitimate when it was protecting the health of the mother.After the viability of the fetus (the likely ability of the fetus to survive outside of and separated from the uterus), the potential of human life could be considered as a legitimate state interest. The state could choose to regulate, or even proscribe abortion as long as the life and health of the mother was protected. Majority: Harry A. Blackmun (for The Court), William J. Brennan, Lewis F. Powell Jr., Thurgood Marshall. Concurring: Warren Burger, William Orville Douglas, Potter Stewart Dissenting Opinion In his dissenting opinion, Justice William H. Rehnquist argued that the framers of the Fourteenth Amendment did not intend it to protect a right of privacy, a right which they did not recognize and that they definitely did not intend for it to protect a woman’s decision to have an abortion. Justice Rehnquist further argued that the only right to privacy is that which is protected by the Fourth Amendment’s prohibition of unreasonable searches and seizures. The Ninth Amendment does not apply here.   Finally, he concluded that because this issue required a careful balance of the interests of the woman against the interests of the state, it was not an appropriate decision for the Court to make, but instead was a question that should have been left up to state legislatures to resolve. Dissenting: William H. Rehnquist (for The Court), Byron R. White The Impact The Texas statute was struck down as a whole, and further, Roe v. Wade legalized abortion in the United States, which was not legal at all in many states and was limited by law in others. All state laws limiting womens access to abortions during the first trimester of pregnancy were invalidated by the Roe v. Wade decision. State laws limiting such access during the second trimester were upheld only when the restrictions were for the purpose of protecting the health of the pregnant woman.   As for Norma McCorvey, four days after the decision, she publicly identified herself as Jane Roe. Living in a happy lesbian relationship in Dallas, she stayed relatively unknown until 1983, when she began volunteering at a womens health center. As an activist, she eventually helped establish the Jane Roe Foundation and the Jane Roe Womens Center, to help poor Texas women obtain legal abortions.   In 1995, McCorvey connected with a pro-life group and renounced abortion rights, helping co-create a new Texas nonprofit, Roe No More Ministry. Although she continued to live with her partner Connie Gonzalez, she also publicly rejected homosexuality. McCorvey died in 2017.   Sources Greenhouse, Linda, and Reva B. Siegel. Before (and after) Roe V. Wade: New Questions About Backlash. The Yale Law Journal 120.8 (2011): 2028-87. Print.Joffe, Carole. Roe V. Wade at 30: What Are the Prospects for Abortion Provision? Perspectives on Sexual and Reproductive Health 35.1 (2003): 29-33. Print.Klorman, Renee, and Laura Butterbaugh. Roe V. Wade Turns 25. Off Our Backs 28.2 (1998): 14-15. Print.Langer, Emily. Norma McCorvey, Jane Roe of Roe v. Wade decision legalizing abortion nationwide, dies at 69. The Washington Post February 28, 2017.  Ã‚  Prager, Joshua. The Accidental Activist. Vanity Fair Hive February 2013.  Skelton, Chris. Roe v. Wade, 410 U.S. 113 (1973). Justia.  Supreme Court Cases: Roe v. Wade. The Interactive Constitution of the United States. Prentice-Hall 2003.Ziegler, Mary. The Framing of a Right to Choose: Roe V. Wade and the Changing Debate on Abortion Law. Law and History Review 27.2 (2009): 281-330. Print.

Buliding a UbAMS Model from the Literary Review Dissertation

Buliding a UbAMS Model from the Literary Review - Dissertation Example Each one of these aspects has a different degree of security related to it. UbAMS will follow a security scheme of Low-Medium-High; referring to low security for ownership-based factors, medium security for knowledge-based factors while high security for inherence-based factors. 2.2.1 Ownership-based factors The ownership-based factors of security are the details that are possessed by the owner himself. It is considered to be something that is physically given by the concerned authorities that will facilitate the access to the desired system. However, the level of security for ownership-based factors is considered to be ‘low’ since the physical token can be stolen or misplaced. It includes physical objects that can be used by intruders to gain unauthorized access. A better approach is to use these factors as a part of the authentication process that authorizes the person for example the physical token might have to be used with the combination of a knowledge based factor . These are usually referred to as tokens. Three types of tokens have been explained be: 2.2.1.1 Mobile device The mobile device is also referred to as the USB token device. This device is very small as it is almost the size of a key. The size makes it accessible and reduces the need to remember any credentials. This aspect can save a company significant amount of expense that would otherwise be spent in buying required software or hardware for the employees [5]. The USB device is recognized by the system and the second part of the authentication process commences i.e. the entry of the password. These devices are very hard to duplicate and serve as secure mediums to store sensitive information like private keys, security certificates etc [3]. The following figure shows the image of a USB token device: Figure 1: USB token device [4] Ease of Use It has to be inserted in any USB port of the system; this aspect increases its usability since no special software or hardware is required to avail this technology. Effectiveness This technique proves to be effective if it is accompanied with a knowledge-based factor. 2.2.1.2 Smart Card Smart card resembles a credit card and has a microprocessor embedded in it that stores and processes data [6]. The presence of the microprocessor makes the device intelligent enough to be handle complex authentication mechanisms. It is recognized by the system through a card reader. Upon the verification of the device by the card reader, the user is asked to enter the required password to gain access to the required system. These devices are also hard to duplicate and prove to be good sources for storing information and sensitive data. Tamper resistance techniques are used to protect the smart cards from any malicious usage [8]. Ease of Use A reliable card reader is necessary to be connected with the user’s system; this might prove to be an overhead for the company in terms of finances. Effectiveness As stated earlier, ownership ba sed factors need to have a combination with knowledge based factor since its separate use provides low security for the access management system. 2.2.1.3 Security Token Security token is also referred to as a password generating token. It generates a unique pass-code; it is a password that is used by the user one time as it is

The Cold War and U.S. Diplomacy Essay Example | Topics and Well Written Essays - 1000 words - 3

The Cold War and U.S. Diplomacy - Essay Example Britain declared that it could no longer manage aid to those key nations. Both Turkey and Greece were potential targets for the Soviets to carry them in as Communistic satellites. The legislature appropriated $400 thousand to support the doctrine implementation. This was moreover to the $3 billion cash dollars financial loan which the US had made to Britain in 1946 (Gurman, 2012). The diplomatic doctrine followed by the president According to Roskin et al (2010), In April 1945Truman, the Vice President of USA was elevated after the fatalities of Franklin D. Roosevelt to the United States presidency. During Truman’s time frame as president he faced many problems, yet identified many doctrines as alternatives to these problems. His most essential contribution up to now is the Truman Doctrine, which targeted on containing the development of communism everywhere. It was targeted straight at the Soviets, led by Stalin who had been an ally of the USA during World War II. However, th e USA and the USSR were divided by a large ideological beach. So the only factor that organized the associates together was the need to eliminate Adolf Hitler and the Nazis (Kuniholm, 1980). Given their actual variations, when Adolf Hitler was eventually eliminated in 1945, a Cold War was perhaps inevitable. Truman certainly hated communism and faced that it was the responsibility of United States to prevent the development of those ideas. During the Cold War, Truman identified convenience and organized peace which held back Communist development and made cost-effective and government balance through the Truman Doctrine, the North Atlantic Treaty Organization and the Marshall Plan (Graebner, 2002). Effects of the diplomatic efforts of United States and other countries Gurman (2012) pointed out that in 1946, an American diplomat known as George Kennan sent to his superiors in California a long memorandum that was later known as "The Long Telegram." Developing his research upon his ow n outcomes of Communist problems, made from his publish in the US Embassy in Moscow, Kennan analyzed that the Communist Cooperation was normally curved on improving its position of impact all over the whole world. In considering how the Individuals should react, Kennan had written, "It is obvious that the main factor of any United States strategy towards the Communist Cooperation must be that of a long-term, firm and cautious containment of Russian extensive propensities† (Roskin et al, 2010). Kennan's concept of containment became the platform for the foreign policy of United States during the Cold War. Though the Truman Doctrine, considered in the narrowest feeling, only used to the economic downturn then unfolding in Turkey and Greece, in practice it dedicated the United States to a foreign method of containment by attractive resources of United States towards preventing the spread of Communism anywhere on the whole world (Kuniholm, 1980). In support of Truman's method of c ontainment, George C. Marshall the Secretary of State put the Marshall Plan forth. Marshall fearful of Europe, which had faced so much devastation in

Democracy Essay Example | Topics and Well Written Essays - 4500 words

Democracy - Essay Example The entire organization will then implement the alternative choice that has the most number of votes. This is the normal situation in a corporation or partnership. This is also further exemplified by the yearly high school class election of officers. Democracy, in general, means that the government is run by people elected by the people within its territorial jurisdiction. Therefore, indirectly, the people control the government. The present day democracy has the three pillars of democracy. The three pillars are Initiative, Referendum and Recall where the government leaders go directly to the people to ask their opinions and approval of some national issues. Democracy comes from the Greek word meaning "rule by the people". Democracy has been accepted as the origin of democracy because it started when they right of democracy to a few minority of the adult inhabitants in the city. The three famous Greek philosophers, Plato, Aristotle & Thucidides, depicted democracy as the government of the ignorant or government of the poor. In the Federalist, James Madison assumed that democracy involved direct rule by the people and stated "democracies have ever been found incompatible with personal security, or the rights of property; and have in general been as short in their lives as they have been violent in their deaths (Hamilton et al., 1908) Democracy then was concentrated on the male voting population. ... Democracy has its advantages but it also has its disadvantages. On the other hand, there are countries where the people believe that their form of government is far superior in the democratic form of government. According to Sartori, Modern man wants a different kind of democracy (Santori, 1987) The Communist party of the Soviet Union has recently changed its stand on democracy. From its former stand of saying that democracies are a kind of sham where the workers are told that they could improve their economic position in life through the election ballot. Its new stand is that The Soviet Union, in its 1936 constitution, described itself as DEMOCRATIC institution. The regular election of the people's government representative is done in order to the elected officials to wake up to the reality that they owe their position to the people electing them. Henceforth, these people's representatives must do everything in their power to voice out and accomplish what their constituents want accomplished within the time period that they are in. The Americans formerly called democracy as REPUBLICAN form of government.But if democracy is the right for the people to vote either directly thru plebiscite.., or indirectly through electing their government representatives, is it still democracy when only a small sector of the entire population is allowed to vote or elect their representatives This is very evident in the African countries where the small population of whites is governing a largely black and colored population.Well, the answer depends on who is answering the question. For an white person, this is a democratic process but to a black and colored person, there is no democracy because they have no

Types of Business Organisations Essay Example | Topics and Well Written Essays - 1000 words

Types of Business Organisations - Essay Example Sole Proprietorship: Sole proprietorship is the simplest type of business organisation. A sole proprietor is the sole owner of all of the assets of the business and is solely liable for all the debts and obligations of the business. Unlike a corporation, the business of the sole proprietor is not considered a separate entity. Rather, it is considered an extension of the individual. The sole proprietor is personally responsible for all legal debts and obligations of the business and is entitled to all the profits of the business. Angela Schneeman (2002). John Smith is a middle-aged man who has been running his own plumbing business successfully for the last 15 years and has built a good reputation within his community. His plumbing business has improved with each year and is doing very well. John’s plumbing skills and the work he has done over the years in his neighborhood has earned him a very good reputation and helped him to build a solid client base. John is very happy with his business and plans to hand over the business to Adam, his son, as he wants him to take over this sole proprietorship business when he decides to retire. According to Angela Schneeman (2002) the sole proprietor may delegate decisions and management of the business to agents, but all authority to make decisions must come directly from the sole proprietor, who is responsible for all the business related acts of employees.... must come directly from the sole proprietor, who is responsible for all the business related acts of employees. Sole Proprietorship Advantages: Running a sole proprietorship plumbing business for the last 15 years has provided John many advantages such as being able to choose his working hours, be his own boss, not have to answer to anyone but himself and finally enjoy all the benefits and profits earned out of the plumbing business. Working within his neighborhood also gave him the opportunity to know the residents in person and also establish new friendships and build himself a good reputation, since all of the plumbing work was done by John himself. Sole Proprietorship Disadvantages: On the other hand as John started to get older he began to notice, that working as a sole trader in his business made him shoulder the entire workload by himself, and when he needed help there was no one around, and all accounts and tax related matters had to once again be prepared in detail by him. The other big concern of John was the problem of business continuity, because he was nearing the age of retiring and wanted his son Adam to take over the business but Adam showed no interest when it came to plumbing and instead wanted to become a lawyer. John was concerned as to what will happen to his business. "Plumbco Ltd" a growing private limited company was interested in setting up its operations in the neighborhood that John Smith lived in, and they heard about his reputation in the neighborhood as a plumber and of the number of years that he had served the community. With this in mind, they approached John and gave him a proposal in which they wanted to buy out his

FUNDAMENTALS OF E-BUSINESS Essay Example | Topics and Well Written Essays - 2750 words

FUNDAMENTALS OF E-BUSINESS - Essay Example The present study would analyse the website of Sina which is a news and media company that provides news and other related content on its website. The study would evaluate the brand with regards to the design structure and content as well as analysis of the branding strategy of the organization using the online channel. Apart from this aspects of social networking and mass customisation would also be included in the study. The study would analyse the website of the organization on the basis of all the above mentioned elements. This would also include analysis of the demerits as well as possible corrective measures or strategies. The study would end with a section that summarises the findings of the study and also puts forth set of plausible recommendations that would enable the firm to ensure sustainable competitive advantage in the market. Introduction The business environment prevailing in this world resembles a highly competitive market environment where business organizations are engaged in cut throat competition. Globalisation has also led to business organizations breaching geographical and political boundaries to reach out to new markets to leverage the potential of the opportunities of different markets. This has also enhanced the aspect of competition in the business markets as firms are essentially resorting to price war that has further intensified competition as the profit margins of the companies have been squeezed. In order to differentiate the products and services firms are essentially adopting different means to reach out to customers in an attempt to increase awareness and improve the brand image and positioning of their products and services among the minds of the target market audience. The advancement in internet technology has opened yet another channel for business organizations to showcase their products and services to a wide and large number of target market audiences. The immense reach and potential of this channel has made its one of the powerful channels for business organizations to showcase their products. The growing popularity of online social networking sites has also opened up greater opportunities for this channel. The present study would analyse the online communication channel of Sina which is a leading media house based in China. The study would evaluate the aspect of web design as well as it underlying concepts as well as branding, mass customisation and the aspect of social networking that affects the brand image of the organization. The study would also have a set of plausible recommendations for the organization that would enable it to maintain a roadmap of positive growth and sustainability in the business markets. Website Structure Design and Concepts In order to effectively leverage the opportunities of the online channel it is highly essential to have a website that has a good design and attractiveness so as to make an appeal among the members of the target audience. It is also essential to i nclude a suitable content for readers and visitors so as to create awareness of the website in the minds of the customers. Sina is a media company that larges uses the online channel for its business. The main areas of business include news and related contents, mobile service, online and community gaming as well as online shopping portal. The revenues of the firm mainly arise from advertising

Types of Business Organisations Essay Example | Topics and Well Written Essays - 1000 words

Types of Business Organisations - Essay Example Sole Proprietorship: Sole proprietorship is the simplest type of business organisation. A sole proprietor is the sole owner of all of the assets of the business and is solely liable for all the debts and obligations of the business. Unlike a corporation, the business of the sole proprietor is not considered a separate entity. Rather, it is considered an extension of the individual. The sole proprietor is personally responsible for all legal debts and obligations of the business and is entitled to all the profits of the business. Angela Schneeman (2002). John Smith is a middle-aged man who has been running his own plumbing business successfully for the last 15 years and has built a good reputation within his community. His plumbing business has improved with each year and is doing very well. John’s plumbing skills and the work he has done over the years in his neighborhood has earned him a very good reputation and helped him to build a solid client base. John is very happy with his business and plans to hand over the business to Adam, his son, as he wants him to take over this sole proprietorship business when he decides to retire. According to Angela Schneeman (2002) the sole proprietor may delegate decisions and management of the business to agents, but all authority to make decisions must come directly from the sole proprietor, who is responsible for all the business related acts of employees.... must come directly from the sole proprietor, who is responsible for all the business related acts of employees. Sole Proprietorship Advantages: Running a sole proprietorship plumbing business for the last 15 years has provided John many advantages such as being able to choose his working hours, be his own boss, not have to answer to anyone but himself and finally enjoy all the benefits and profits earned out of the plumbing business. Working within his neighborhood also gave him the opportunity to know the residents in person and also establish new friendships and build himself a good reputation, since all of the plumbing work was done by John himself. Sole Proprietorship Disadvantages: On the other hand as John started to get older he began to notice, that working as a sole trader in his business made him shoulder the entire workload by himself, and when he needed help there was no one around, and all accounts and tax related matters had to once again be prepared in detail by him. The other big concern of John was the problem of business continuity, because he was nearing the age of retiring and wanted his son Adam to take over the business but Adam showed no interest when it came to plumbing and instead wanted to become a lawyer. John was concerned as to what will happen to his business. "Plumbco Ltd" a growing private limited company was interested in setting up its operations in the neighborhood that John Smith lived in, and they heard about his reputation in the neighborhood as a plumber and of the number of years that he had served the community. With this in mind, they approached John and gave him a proposal in which they wanted to buy out his

Lindt chocolate goes to South Korea Essay Example | Topics and Well Written Essays - 2750 words - 1

Lindt chocolate goes to South Korea - Essay Example hat direct the flow of a company’s goods and services to consumers and users of more than one nation for a profit†(Ghauri, and Cateora, 2005, p.8). Domestic market is almost saturated for many companies. Therefore, internationalization of business is inevitable for such companies. Hollensen (2008) pointed out that â€Å"international expansion helps a company to; explore new and potentially more profitable markets, increase competitiveness, and facilitates access to new product ideas, manufacturing innovations and latest technology† (p.5). In short, it is almost impossible for major companies to limit their activities in one country alone and stay competitive. International marketing and cross cultural businesses are getting popularity because of the above awareness. Established in 1845, in Switzerland, and operating in more than 100 countries, Lindt & Sprà ¼ngli is believed to be the leader in the chocolate manufacturing industry. â€Å"During more than 160 years of Lindt & Sprà ¼nglis existence, it has become known as one of the most innovative and creative companies making premium chocolate, with six production sites in Europe, two in the USA and distribution and sales companies on four continents† (The Lindt & Sprà ¼ngli Group, n.d.). The market of premium quality Chocolates is growing as time goes on. People of all cultures, including children and adults, are interested in tasting chocolates. As a result of that, Lindt has huge possibilities in overseas markets. Because of the huge brand value and reputation, Lindt can enter any market without an introduction. South Korea is a country which is developing rapidly at present along with India and China. Lindt has already established business units in China. However, they do not have business units in South Korea, India and Pakistan. This paper analyses the business opportunities for Lindt in South Korea. South Korea is the leader in global electronics and shipbuilding industries. Samsung, LG Hyundai and Daewoo

Comparison Contrast Between Iphone and Blackberry Essay Example for Free

Comparison Contrast Between Iphone and Blackberry Essay My world and Ray Bradbury’s world has some similarities and some differences. Both of our worlds have characters that agree with the negative effect of technology and the positive effect of it. To me I would agree with the positive effect of technology because without it people wont be the same as today. Have you ever thought of living without an iPod, laptop, cell phone, car, or a TV? Just take a second and imagine. Well, I can’t and I never could imagine that because ever since I was young, my whole life was based on technology. To me, technology is everything and without it I would feel lost, bored, and confused. Manny people would think that technology is the reason why were living, this is because its impact on everything we do. Like communicating, transporting, and being happy, However Technology is important because it is rapidly changing the way people are living. When I was in fifth grade my first electronic device that I used was a T-Mobile phone that my dad got me. I was so excited about, that I use to hold it in my hand 24/7 just to show off with it like I’m holding an iPhone. The phone was pretty, it was pink and it had some flowers on it. I use to always text my only one friend that I had on my phone, until my dad took it back from me and regret giving it to me, because I wasn’t ready for it. I was sad at that time, but then I realized that it’s not worth it. Staying up all night talking to your friend when she goes to the same school, now that’s just stupid. Later in the years I became more mature, and I got to explore on more stuff about technology that would just blow my mind off. An IPod touch came to my mind I felt like this is the most remarkable thing that have ever been invented. I told my dad that I wanted it and so he got it for me as a graduation present from elementary. I was so happy about it, that all I could remember is that I download 2 thousand songs as if I was going to listen to all of them. And I noticed that I wasted my time doing that, just for fun when I don’t even like listening to music that much. Currently my dad got me a Toshiba laptop, of course I loved it and at that time and I was so excited about it. But then when I got into school we started using Macbook, and I realized that its so much better then mine. So I started hating the one that I was using currently, and I begin to dislike everything about such as the word document and so on. And that’s because I wanted the better and newer one. I mean look at how fast technology can get, it changed my mind view of my new laptop that I just got to a newer one that I used in school for a couple of days. These days, technology is taking over us with out us knowing. Technology has influenced us in so many ways, we now think that the Internet is our first priority and we stopped spending time with our family like we use to do in the good ol’ days. I found that sad even though I do it myself with out knowing. The Internet is getting better, but worse at the same time, me, myself, and I try to take the good things from it and just ignore the other stuff. When I finished reading Fahrenheit 451, I noticed that there were many similarities and differences between my world and their world. The main thought that stood out for me was that my community in this world like to know about things but in Fahrenheit 451, they don’t really care about socializing or knowing stuff. I also found that in my world people love technology 99% of them cant even live with out it including me. But what I’m trying to say here is that in Fahrenheit 451 they all have negative effect about technology. One of the differences in my world is that when you go anywhere you would find books. In my world books are used to research a project, or to learn about life and so much more other stuff. Although I think these days not many use them as much as they use the Internet to find out stuff. But talking about Fahrenheit 451 they are not allowed owning a book. When there is hidden forms of information, opinion, or sense of understanding, that makes the society becomes unsuccessful, which show the necessity of books. Without the steady current of Information that books offers, the world of Fahrenheit will create weakness in society. People, in the novel, are left not knowing what true happiness because of the empty knowledge. Second reason that is similar in my world is the Parlor wall. In the novel, Mildred has a family on the television, which he uses to replace his own family with media, since it offers more happiness and less investment of her time, which is quicker than in real life. This wall is a flat screen kind of looking thing that would get people together for hours and make them communicate with each other even though they don’t know each other. This is the same in our world; Because people now a days would just ignore sitting with family, witch is the most important thing in life, and they would just create there own fun people that they would talk to 24/7 instead of setting with there family. Over all, you can see that our world and Fahrenheit 451 world is like total difference. And in my point of view I think our world is so much better. Technology in my world has a better use, we some use actually work with it, but the other half would actually just use it for entertainment just like what they do in Fahrenheit 451. In conclusion, I would say that technology has a huge impact in anyone’s life. It is part of who we are today. Facebook, MySpace, Skype, Twitter is now necessity to the world. Our world is growing bigger and smarter. We now have everything that you have never thought of when you were young. And that is where it all comes from â€Å"Technology†.

Bicycle Propulsion Systems

Bicycle Propulsion Systems 1.Abstract This report documents the development of bicycle propulsion systems over time and mentions the changes made to make the bicycle more efficient, safe, faster and resistant. It defines what a bicycles drivetrain system is in a few words and what they are used for on a bicycle. It includes brief information about 4 of the first bicycles made in the 1800s and refers to the changes in design and materials used for these bicycles. It also consists information of the 2 main bicycles used today and the improvements they have had compared to the older bicycles. At last, this report recommends improvements that could be made to the bicycle to make it more efficient. 3.Nomenclature Km/h = kilometers per hour Kg = kilograms Torque = a force that causes rotation Cadence = the number of revolutions of the crank per minute 4.Introduction Public transportation has changed and improved over a great period of time. These improvements have helped make transportation ,from one location to another, much easier. The bicycle is a great example of a method of transportation that has gone through a lot of improvements so that it is easier to use, faster, safer and more damage resistant. All this has happened by engineers taking into consideration the materials they use and the design of the bicycle. 5.Discussion and Analysis of Material 5.1 Bicycle Drivetrain Systems (Appendix 1 and 2) Bicycle Drivetrain Systems are used to transmit the riders power to the drive wheels in order to move the bicycle forward. Nowadays, most drivetrain systems include mechanisms that are used to convert speed and torque via gear ratios. Over the years propulsion systems for the bicycle have ranged from the riders legs, to the modern drivetrain systems that include gears and pedals. 5.2 History (Appendix 3) Over the past couple of centuries many different bicycles have been invented that have different characteristics in order to improve safety and efficiency, but still had a similar structure. Many of the different developed bicycles include: Hobby Horse (Appendix 4) The Hobby Horse was invented in 1817, by the German inventor, Baron Karl Drais. This bicycle had a primitive design and did not include a drivetrain. It was a 23kg bicycle which was made out of wood, including the wheels. It also included a leather saddle for the rider to sit on, and resembled a modern handlebar. The riders feet was the propulsion system for this bicycle. This meant that the rider wouldnt be able to go very fast and would require a great amount of effort to move it forward due to its weight. It would also be difficult to transfer the bicycle uphill, thus the rider would have to carry it. Whilst going downhill, the lack of brakes would cause the bicycle to travel at a fast speed without anything, other than the riders feet, to stop it. Velocipede (Appendix 5) The Velocipede was invented in 1858 by the French Michaux company. This bicycle was a great development from the Hobby Horse. It first had a cast iron frame which was then changed to wrought iron for better damage resistance. The seat featured suspension which was inspired by the suspension used in wagons. Although, the bicycle was not comfortable to ride, hence why its also called the Boneshaker. The wheels were wooden but consisted of iron tyres. It also included pedals on the axle of the front wheel as the bicycles propulsion system. The pedals would allow the rider to use less effort, compared to the Hobby Horse, to move the bicycle forward. This bicycle also consists of the introduction of a first brake, which included a metal lever that pressed a wooden pad against the rear wheel, making it much safer as it has the capability of stopping, though the wooden pad would wear out due to the friction between the pad and the wheel. Penny Farthing (Appendix 6) The Penny Farthing was invented in 1869 by French, Eugene Meyer. The bicycles design was based on the desire to make it faster, thus using it for sport. Since gears were not invented yet, the front wheels size was increased so it would travel a longer distance after one full rotation. The frame weight was reduced to increase riding comfort including solid rubber tires, and the use of hollow steel tubes made it lighter. With the introduction of spokes and ball bearings, the wheels were also improved. The Penny Farthing would reach top speeds of 40km/h, but despite its advantages it had many disadvantages. It required a running start and a mounting step for riders to be able to mount it. To stop, the rider would require to jump off the bike. The higher centre of gravity on the bicycle would mean that if the rider fell they would have great accident. And at last, if the rider went over a bump they would be sent flying, leading to a fatal accident. The Penny Farthings propulsion system were still the pedals, although, their positioning on the bigger front wheel would require riders with tall legs to ride them. Due to the bigger wheel, one rotation of the pedals would allow the bicycle to cover a longer distance, hence why it is faster than previous bicycles. This design might my the bicycle faster and more efficient, but it was more dangerous due to the height and centre of gravity of the bike, the lack of feasible brakes and the high speeds it can reach. The Rover (Appendix 7) The Rover was invented in 1885 by English John Kemp Starley. This bicycle was chain driven and was also known as the Safety Bicycle. It featured equal sized wheels and a diamond frame, used to equally distribute the forces throughout the bicycles frame, though it still lacked a seat tube. The solid rubber tires were also replaced in 1888 with pneumatic tires, which made it more comfortable to ride. The original model of The Rover used treadles to turn the rear wheels, but the later updated model used a chain drive which consisted of a large front sprocket and a small rear sprocket used to multiply the revolutions of the pedals without the need of a large front wheel. The pedals were more centred putting the riders feet away from the front wheel, and the centre of gravity was lower making it easier for the rider to stop by putting their feet on the ground. To also better stop the bicycle, it included a lever which pushes a metal pad onto the front wheel. This bicycle was much safer due to its frame design and its low centre of gravity. It had increased efficiency due to the positioning of the pedals and the two same sized wheels whilst still being capable of travelling at high speeds with the brake being able to stop the bicycle if needed. The design of the handlebar also helped to improve the handling of the bicycle. The use of metal on the frame and on the chain mechanism also made it resistant from damage. Although, with the introduction of the new chain mechanism, pebbles or sticks could get caught in the chain, possibly damaging the mechanism. 5.3 The modern bicycles Today there is a variety of bicycles that are used for different situations. To be able to adapt to the different situations, the bicycles have different characteristics but still have similarities structure-wise. The 2 main types are mountain bikes and racing bikes. Mountain Bikes (Appendix 8) Mountain bikes are bicycles designed for off-road riding. They are similar to other bikes but consist features that help enhance performance and durability on rough terrain. They consist of suspension on the frame and fork making the ride on rough terrain more comfortable, knobby tires which adds more grip on the wheels, heavy duty wheels that add durability, and more powerful brakes to help stop the bike instantly when on the rough terrain. The bicycles propulsion system includes derailleur gears (Appendix 2) that consists of a crankset for the rotation of the bicycles pedals, a cogset which is a set of different sized metal cogs or sprockets that are used as the gears, and a chain that links the cogset with the crankset. Different gears provide different torque and speed and requires different amounts of effort to rotate the pedals. The higher the gear, the more torque, speed and effort. The gears are controlled by a shifter which is connected to the gearing gearing mechanism by a cable. Mountain bikes tend to have up to 30 gears, yet mountain bikers choose to use 10 or 9 speed bikes due to the lighter weight and less complexity. The mountain bikes are very efficient and safe bicycle as they include disk brakes that help with instantaneous stopping, a gearing system that helps reduce the amount of effort the rider will have to use and is adaptable to different types of roads, and suspension that provides comfort. Racing Bike (Appendix 9) Racing bikes are designed for competitive road cycling. Its main characteristics are its light weight for higher speeds, and its stiffness due to the lack of suspension also to achieve high speeds with the sacrifice of comfort. The handlebars are designed and positioned lower than the saddle so that the rider has a more aerodynamic posture. The front and back wheels are positioned close together to allow for quick handling. For the propulsion system the bicycle uses a derailleur system similar to the Mountain Bike. The gear ratios have close spacing so that the rider can pedal at the optimum cadence. To shift gears the bicycle consists of an electronic shifting system. The switch is connected wired or wirelessly to a battery pack and to a small electric motor that is used to drive the derailleur, moving the chain between the cogs. This improvement allows for the rider to switch gears faster. The Racing Bike is quite efficient in terms of speed, and quite safe as it includes disk brakes that stop the bike instantly with the exception of knobby wheels as it would decrease the speed of the bike. The materials manufactures use for the frame e.g. Carbon fibre, cause the bike to be light in weight and capable of travelling at faster speeds. 6.Conclusions There have been many major developments in public transport over the years, with the bicycle as a great example. Many improvements have been made to the bicycle and the methods it uses for the rider to move it forwards. The introduction of new drivetrain systems and the vast use of different materials according to their properties are the cause of these improvements. The invention of, more complex, propulsion and brake systems have helped improve the efficiency and safety of the bicycle and the implementation of stronger and lighter materials has increased the bicycles damage resistance and has made it capable of reaching higher speeds (Appendix 10) with less effort required by the rider. Also improvements on the seat and the suspension on the bicycle have contributed to make it a more comfortable method of transportation. 7.Recommendations The bicycle has had great developments over the years, though more improvements can be made in order to make the bicycle safer, faster and more efficient. Such improvements may include: Adding a cover, made of a light plastic, for the gearing system so that nothing can get caught in the mechanism, running the brake lines through the frame of the bicycle so there arent any cords hanging, adding a cogset to the front wheel making it a 2-wheel drive thus making it faster. 8.References Crazyguyonabike April 15, 2009, The Hobby Horse: 1817 Karl Drais and his running machine. https://www.crazyguyonabike.com/doc/page/?page_id=40616 , (accessed 1/3/2017) Crazyguyonabike May 2, 2007, The Boneshaker: 1867 Pierre Lallement, the Michaux family and their velocipede. https://www.crazyguyonabike.com/doc/page/?page_id=40617 , (accessed 1/3/2017) Crazyguyonabike July 2, 2007, The Penny Farthing: 1878 James Starley and his ordinaries. https://www.crazyguyonabike.com/doc/page/?page_id=40618 , (accessed 1/3/2017) Crazyguyonabike March 27, 2009, The Rover: 1885 The modern bicycle born in England. https://www.crazyguyonabike.com/doc/page/?o=tSpage_id=40621v=9Y , (accessed 1/3/2017) Wikipedia January 6, 2017, Racing Bicycle. https://en.wikipedia.org/wiki/Racing_bicycle , (accessed 2/3/2017) Wikipedia February 23, 2017, Mountain bike. https://en.wikipedia.org/wiki/Mountain_bike , (accessed 2/3/2017) 9.Appendices Appendix 1 Appendix 2 Appendix 3 Appendix 4 Appendix 5 Appendix 6 Appendix 7 Appendix 8 Appendix 9 Appendix 10

Homeschooling Essay -- Teaching Public Education

Homeschool Home schooling is an alternative to public education. It is a choice that many more parents are making today, and even more are projected to make by the year 2000. It is estimated that at the end of the year 2000 there will be 2,000,000 home schoolers in the United States (Gorder 1996). There are other alternatives to Public School education. Some examples are Catholic or Private schools or a privately hired tutor. There are many reasons why people home school their children. Religious beliefs, academic achievement, social development, moral and psychological reasons are all cited (Wade 1996). However, religious beliefs are often the main reason (Gorder 1996). Some parents feel as if their children are not learning enough academics, but that they are learning moral and social values that conflict with their own (Gorier 1996). Many parents teach their children at home because they feel they can provide a better education for them. Another problem parents see with the school syste m is the lack of control and discipline in the schools today. â€Å"In 1996 every day 35,000 children took guns to school with them† (Gorder, p.15, 1996). Parents feel that since the government funds these schools they are used as podiums for preaching. They see the teacher using the class as an audience to preach to. There are also parents who want to teach their children so that they can spend more time with them. â€Å"The average school-age child spends only fourteen minutes a week talking to their parents† (Gorder, p.16, 1996). There are others who think that parents home school their children because they get joy out of seeing them learn and discover new things (Henger 1995). There is some history to the issue of home schooling. There are also many pros and cons, which will be addressed in this paper. Home schooling has been around for hundreds of years. There are many famous and intellectual people that have had their education through home schooling. Some examp les are George Washington, Abraham Lincoln, Woodrow Wilson, Thomas Edison, Winston Churchill, Agatha Christie, Margaret Mead, Charlie Chaplin, Thomas Jefferson, Albert Einstein, Charles Dickens and Mark Twain (Gorder, p.11, 1996). Most of these famous people were home schooled when it was a common occurrence and more than acceptable. Home schooling has grown substantially over the last twenty-five years. In that... ...he people that home schooled their children were extremists. Some were about religion; some were for other topics. I realized that not many average people home school their children. This movement is going to continue to grow over the coming years. Violence and control of the kids in school is going to have a lot to do with it. Parents are not going to send their children to school if they think that they are going to get shot, stabbed, or even killed. Parents’ feel that it is their job to protect their children and they will do whatever it takes. I can not see this movement taking over, if for no other reason because today two people need to work to run a sufficient household. I think that more people are going to want their children home but not be able to afford it. Bibliography: Works Cited Dorian, T. & Tyler, A.P.(1996). Anyone can home school. Louisiana: Huntington House. Gorder, C.(1996).Home schools: an alternative. Arizona: Blue Bird Publishing. Gutterson, D.(1992). Family Matters. New York: Harcourt Brace Jovanovich. Hegener, M.(1995). The home school reader. Washington: McNaughton & Gunn. Wade, T.E.(1996). The home school manual. Mi.: Gazelle

Workplace Injuries And Fatalities In The Uk Industry Construction Essay

Hazard is an of import factor which must see before get downing any sort of work either it is in any administration, place or related to any building, consideration of hazard is an of import portion of work, In this study all the parts are covered sing hazards consideration, analysis of hazard and so how to safe our work topographic point from these accidents, hurts and human deaths. There are different degree of hazards some are low degree hazard, which are less unsafe than other, but we besides start consideration from really low degree hazard to high degree hazard, from these consideration we are able to safe our full work topographic point with quiet efficient manner. This reports covers statistical tendencies of last five old ages for hurts and human deaths, prosecutions for failures to put on the line appraisals, it besides covers the benefits of hazard appraisal either it is effectual or non. It describes the linkage between the hazard appraisal and safety betterments. After completion of this study we are able to implement proper and accurate hazard appraisal in administration, which help us to cut down the hazard and better the overall efficiency of the industry. Injuries and human deaths are recorded daily in every sector of work. In the concern and corporate sector wellness and safety safeguard are implement for bar of accidents in the industries, nevertheless at some certain state of affairs they are fail to safe the employers which are working. These guidelines put under enormous strain to the employers. Such as enforcement of jurisprudence, direction of fire, building, public-service corporations, excavation, Injuries related in transit occupation, retail and nutrient service are non minimized. There are figure of hurts which may be go on during work, such as cut, break, sprain, amputation or other hurt that consequences an accident in work or exposure in the work environment, harmonizing to the council of national safety. Injuries at workplace should be reported harmonizing to the process of employer ‘s wellness and safety to enter the accident and to guarantee there is no hold in the first assistance or medicine attending. If there is fail to make so may ensue compensations publish provide to employers.Statisticss and Tendencies in UK Workplace Injuries and FatalitiesThese statistics cover which are related to work human deaths that are reportable under the Reporting of Injuries, Diseases & A ; Dangerous Occurrences Regulations 1995 ( RIDDOR ) , and are updated on a quarterly footing. A effect of supplying item that is updated as possible, there are many of instances are still in the probe. Therefore on the footing of probationary these statistics are available but it may be demand of alteration for more accurate information releases. In these statistics as they are reported under the some statute law, but some deceases are non included in this statute law. Some deceases are excluded from these statistics as they are reportable under other statute law. The chief exclusions are as follows: Accidents involved during the traveling of workers on main roads. Such as a route accident, accidents which are occurred during the worker traveling by air or ships in sea, are non covered by this statute law, these incidents are the duty of ACI subdivision and MAI subdivision, and cover harmonizing to their regulations. Fatal hurts at work due to ‘natural causes ‘ , normally bosom onslaughts or shots, unless brought on by injury due to the accident.Main industryAgricult-ureExtractive & A ; public-service corporation supplyManufacturingConstructionServicessAll IndustriesEmployees1706222935109Self employed21–02120742Workers*3806244142151Members of the populace0701–04381393Entire human deaths450724454235442.2.1. Numbers of fatal hurtsTable 1: fatal hurts Numbers by Sector for 2009/10This tabular array demo the information on the fatal hurts for last twelvemonth 01 April 2009 to 31 March 2010.2.2.2. Regional dislocationThis tabular array incorporate the informa tion of dislocation of the fatal hurts to worker regional wise.Government Office Region ( GOR )All IndustriesSouth West18South East14London11East8East Midlands13West Midlands10Yorkshire22North West19North East3Cymrus7Scotland23Not known3Entire151Table 2 – Numbers of fatal hurts to workers broken down by Government Office Region 2009/102.2.3. Injuries and Fatalities related to work in fabrication industriesThere are figure of accidents occurred in the fabrication industries, due to lake of staff and avoiding of safety regulations which used in industries for the safety of workers, In Britain work force, there are 9 % of fabrication histories but hurts reported 16 % , human deaths reported 21 % , major 15 % , 16 % is the norm of over three twenty-four hours inquires ) . Harmonizing to the study of LFS, 13 % hurts occurred are non fatal hurts in fabricating industries in 2008-2009. This is mean of last three old ages. There are besides reported hurts that involved contact with the machinery is about 160 instances in last twelvemonth, 24 % in the fabrication industries affecting detonations, 21 % , hit by traveling points, falling material, or fire and 19 % injured with the harmful things. Within Manufacturing, the bomber group recycling has a rate of reported major hurt over five times the rate for Manufacturing as a whole, while Wood & A ; Wood Products has about twice the rate ; each histories for about 4-5 % of reported major hurts in fabrication. In the nutrient Merchandises, drinks and Fabricated Metal Products have major incidents rates of 1.5 times that for all Manufacturing, but together history for 39 % of reported major hurts. The rate of fatal hurts has fallen since 1981 by over 57 % and by 15 % since 2000-2001, but this still means that 400 workers suffer hurts between 2000 and 20009-2010- 2096 since 1981. There have been similar decreases in major and over three twenty-four hours rates of 16 % and 37 % severally, since 2000/01 and 49 % in the LFS rates of hurt from 2000/01 to 2008/09.The estimated prevalence rate of self-reported work-related ailment wellness in 2009/10 was between 3A 000 per 100A 000 people ( 3.0 % ) working in the last 12 months, harmonizing to the Labour Force Survey ( LFS ) . The incidence rate of reportable non-fatal hurt was 970 per 100A 000 workers ( 0.97 % ) in 2008/09 ( three-year norm ) , based on the LFS. In 2009/10, the LFS showed that 2.4 million on the job yearss ( full-day equivalent ) were lost in this industry due to workplace hurt and work-related ailment wellness.3.0. Hazard AppraisalHazard appraisal is a procedure which is a portion of hazard direction, it assign comparative things which must be consider in planning and nidation of procedures.3.1. Background and overview:In modern epoch, everyplace increases the usage of modern equipments, engineer ings and developed information, and every one trust on these digital material. It can back up in our educational, research and development, disposal and industrial environment, although these engineerings and dependable and on other manus it increase the degree of duty to protect the assets of information from any sort of harm or accidents. Risk direction is the uninterrupted procedure from which we can place or noticed these sort of hazard and program which can be implementing to turn to them. It is really of import to understand and pull off decently, it gives us information that where to use these resources which are available. It helps us to extenuate hazard is control, effectual and efficient manner, it besides help us to cut down the cost and do it profitable There are following points which are of import to see. It should be thought of as an uninterrupted procedure, non as a one clip procedure, stairss are defined before the execution, it may be repeated, nevertheless it normally non repeated start up procedure. It must be coaction between the cross functional units, university carry oning a broad information hazard appraisal is a procedure which require relationship and strong committedness from higher disposal to local staff. The connexion is more of import in the appraisal. An effectual university information hazard appraisal needs to go a portion of the civilization of the university community, affecting non merely IT-staff but besides all staff, decision makers, module, and pupils. Education and consciousness attempts should be aimed at all of these constituenciesStairss involved in Risk Assessment1. Measure the possible impact of menaces to critical assets ( qualitative and/or quantitative ) 2. Measure the likeliness of happening of the menaces ( high, medium, low ) 3. Make a amalgamate analysis of hazards, based on the impact value to critical assets and the likeliness of happeningHazard Assessment in the Mining IndustryIn excavation industry there are assorted sort of hazards are involved, to avoid those hazards, we must implement the hazard appraisal procedure, for the appraisal there are five stairss are involved to place the hazards which help to protect workers and increase the efficiency of industry, there are five stairss are involved to buttockss, such as identify the jeopardies, than make up one's mind which 1 is harmed and how, measure the hazard and happen safeguards of that hazard, enter your determination and implement them and eventually you must reexamine your appraisal if update is require or non. Hazards and jeopardies come in many formats at a mine site: confined infinites, electrical, legal conformity, audit, mechanical, chemical, regulative conformity, force per unit area ( air, H2O, and gases ) , site security, noise, thermic, radiation, organic structure mechanics, biological and the ever-present force of gravitation. All of these must be understood and managed on a proactive footing to guarantee zero injury and sustainable development. Whether you ‘re the site GM or a functional overseer, understanding and pull offing hazards across your concern thrusts production, ensures the safety of your work force and lowers your costs. Guaranting your concern standardizes the ways it identifies and analyses hazards is a nucleus constituent of effectual hazard direction. Additionally, being able to drive duty and answerability for hazards across the site guarantee all hazards are suitably direction and mitigated.4.0. Hazard Assessment and Safety ImprovementsTo better the well ness safety system in any industry is a duty of direction that it must be after and implement a proper system of hazard appraisal and safety steps, These safety steps are aid to confront any accident which occur in the industry and prevent workers and machinery which is installed, For better hazard appraisal need proper be aftering. There are figure of stairss are involved to forestall or get the better of the hazards which may be bring forth during the procedure. It should cover all operations which are in the industries, such as cleansing and care activities, it may be reflect. The undermentioned diagram show the stairss of hazard appraisal. The diagram indicates where hazard appraisal tantrums within an administration and the assorted inputs and end products that surround this procedure. It should be clear that hazard appraisal is non an terminal in itself, but simply portion of a procedure to assist guarantee a safe and healthy workplace. Safety is one of the really of import portion of any organisation, without safety none of any concern met the challenges of the market, for the better processing or production the direction must implement the safeguard step for the employer safety, it increase the efficiency of the organisation and do net income. Environment become safe and healthy and employers work freely without taken any emphasis on head sing accidents incidents. Figure: Hazard Assessment in Organisation5.0. Reappraisals of AppraisalThe result of appraisal of hazard should be addressed harmonizing to the administration ‘s hazard direction policy and processs. The execution squad should reexamine the recommendations from the appraisal of planning and treatments, and agree whether to implement these appraisals of hazard as they stand or to modify these appraisals. The squad will besides necessitate to hold how they should be implemented. The identified jeopardies and the in agreement actions need to be placed either on the administration ‘s, or patterns, local hazard registry. After item reviews the squad decided to implement hazard appraisal in any administration to avoid accidents and jeopardies which are produced during the procedures. The squad responsible for behavior all safeguards which are necessary for the safety of employers which are working in these industries. They prepare a study for the all impacts and reappraisal in item than discuss with the direction after that they are eventually travel for the execution of hazard appraisal in the house.6.0. Document Control in Risk AssessmentThe purpose of papers control policy in the Risk Assessment is to guarantee all hazards are Identified and assessed decently and take safeguards to cut down the effects of hazards and safe the environment in administrations, A appraisal of hazard is depend on the different sort of signifiers which should be completed with information which is recorded in administration every bit much as possible. These signifiers will be used to put on the line come in the registry and after its completion the registry should send on to section of hazard. There are many parts of the signifier administration should clearly specified in the signifier. Name of individuals lending to the appraisal of hazard. Manager of the section is included in this exercising. A description of the hazard and the hazard evaluation or hazard mark, utilizing the likeliness and badness charts. A record of what is already in topographic point to command the hazard, or has been put in topographic point instantly. Actions which are necessary to further cut down the hazard. These actions need to be realistic and accomplishable. Date when hazard and action program will be reviewed, on the footing that the recommended action is implemented.Decision And RecommendationTo sum up all the facets of hazard appraisal, I conclude that nowadays there are different attacks can take for the analysis of hazard. It can be quantitative i.e. it can delegate figure of numeral values of chances and effects, qualitative or combination of two. A determination made against the analysis of hazard is really hard undertaking but by the execution of hazard appraisal tools is really easy to place and assesses the hazard in the industry. From the value of hazards predicted, helps us to implement hazard appraisal tool in the administration. The import thing is differentiation when it comes to using analysis of finance to determinations and their precedences. Analysis of Quantitative hazard is really expensive, bing up to ten times every bit much as qualitative analysis. Wide usage of hazard analysis tools in industries are progressively, there are figure of analysis which are soon increase quickly are fault tree analysis or failure manners and consequence analysis, to cut costs and to better dependability and safety. This study covers all the impacts and their appraisals in industries, it besides cover the last five twelvemonth tendencies for hurts and human deaths. This study helps us to how to implement the proper and exact hazard appraisal analysis in the industry.

Macro Enviroment

Contents Topic PRELIMINARY MATEIALS1. Cover Page2. Table of Contents3. Summary2. 0 BODY OF REPORT Analysis of Mars:2. 1 Introduction2. 2 Introduction to Mars description2. 3 Mars history and development2. 4 The Macro environment2. 4. 1 Demographic forces2. 4. 2 Economic Forces2. 4. 3 Natural Forces2. 4. 4 Technological Forces2. 4. 5 Political Forces2. 4. 6 Cultural Forces2. 5 Organizations within the industry2. 5. 1 Market Position2. 5. 2 Target Markets2. 5. 3 The Marketing Mix (4P’s)2. 5. 3. 1 Product2. 5. 3. 2 Price2. 5. 3. 3 Promotion2. 5. 3. Place2. 6. Strength and weakness of Mars2. 6. 1 Strengths2. 6. 2 Weaknesses2. 6. 3 Opportunities2. 6. 4 Threads2. 7 Conclusion2. 8 References3. 0 BODY OF REPORT   Analysis of Kit Kat:3. 1 Introduction3. 2 Introduction of Kit Kat description:3. 3 Kit Kat history and brand development3. 3. 1 Varieties product of Kit Kat3. 4 Macro environment:3. 4. 1 Demographic Force3. 4. 2 Economic Force3. 4. 3 Natural Force3. 4. 4 Technological Force 3. 4. 5 Political Force3. 4. 6 Cultural Force3. 5 Organizations within the industry3. 5. 1 Market Position3. 5. 2 Target Markets3. 5. 3 The Marketing Mix (4P’s)3. 5. 3. 1 Product3. 5. 3. 2 Price3. 5. 3. 3 Promotion3. 5. 3. 4 Place3. 6 The analysis of the business environment3. 6. 1 Strength3. 6. 2 Weaknesses3. 6. 3 Opportunities3. 6. 4 Threat3. 7 Conclusion3. 8 References1. 4 SummaryIn this assignment of brand analysis and information, products that I choose are chocolate brands. Two brand that been analyze is Mars and Kit Kat in China’s Market. Basically, Mars Incorporated is a family owned company that produces some of the world’s leading confectionery; food and pet care products and has a growing beverage and health & nutrition businesses. Mars incorporated was founded in 1911. It operates in more than 65 countries and employed more than 40,000 associates worldwide. The company’s global sales are approximately $21 billion annually. SWOT analysis is taken in consideration to match the company’s strength to attractive opportunities in the environment, while estimating or overcoming the weakness and minimizing the threats Besides that, Kit Kat products are under Nestle Company. Nestle is the largest food company in the world measured by revenue. Nestle was formed in 1905 by the merger of the Anglo-Swiss Company. Nestle set several qualitative objectives on people who consume Kit Kat, with the vision that Kit Kat would be the natural choice for all breaks. Kit Kat is one of the world’s leading chocolate brands. There were different variety of flavour and shape of Kit Kat products being develop. In macro environment, there are some factor that can have a big impact in it which includes demographic force, economic force, natural force, technological force, political force and cultural force. SWOT analysis is taken in consideration to match the company’s strength to attractive opportunities in the environment, while estimating or overcoming the weakness and minimizing the threats. ANALYSIS OF MARS 2. 1 INTRODUCTION Mars  which is also  called Mars bar is a  chocolate bar  manufactured by  Mars, Incorporated. It was first manufactured in  Slough,  Berkshirein the United Kingdom in 1932 as a sweeter version of the US  Milky Way bar  which Mars, Inc. Produced. It was advertised to the trade as being made with Cadbury's chocolate as ‘couverture'. In the United States, a different confection bears the Mars bar name. Featuring nougat, soft caramel, and almonds coated in milk chocolate, the American Mars bar was relaunched in 2010 after being discontinued in 2002. Mars is a very private company, which rarely interacts with the media because it wants to be known for its products rather than its executives. The company’s secrecy is legendary, and many rumors have circulated about the Mars’ management skills and other business factors. The business’ structure is unconventional with no executive offices and no executive parking spaces. Low ranking and high ranking executives sit together to improve functionality and communication. Mars runs its business based on the philosophy of five principals: Quality:  Ã¢â‚¬Å"The consumer is our boss, quality is our work and value for money is our goal. Responsibility: â€Å"As individuals we demand the total responsibility from ourselves; as associates we support the responsibilities of others. † Mutuality:  Ã¢â‚¬Å"A mutual benefit is a shared benefit; a shared benefit will endure. † Efficiency:  Ã¢â‚¬Å"We use resources to the full, waste nothing and do only what we can do best. † Freedom:  Ã¢â‚¬Å"We need freedom to shape our future; we need profit to remain free. † 2. 2 INTRODUCTION TO MARS DESCRIPTION Mars, Incorporated  is an American manufacturer of  confectionery, pet food, and other food products with  US$30 billion in annual sales in 2010, and is ranked as the 5th largest privately held company in the United States by Forbes. Mars, Incorporated, through its subsidiaries, engages in producing and selling chocolates, pet care, and food products in the United States and internationally. It provides pet medicine, nutrition, and food products; ready-made meals, sauces, relishes, and cooking aids; chocolates, chewing gums, candies, and mints; and drinks, including hot chocolate drinks, teas, and coffees. The company also offers insights to dog owners; DNA testing kits for canines; natural substrates to grow plants; and CocoaVia, which provides products that allow cocoa flavanols for healthy lifestyle. Mars believes in implementing their five guiding principles like quality, responsibility, mutuality, efficiency and freedom at all levels of choices made by the company, and the manner in which Mars does business. Mars, Incorporated is generating global sales of more than $28 billion annually and operating in six business segments: Chocolate, Petcare, Wrigley Gum and Confections, Food, Drinks, and Symbioscience. These sections produce some of the world’s leading brands: Chocolate – M&M’S ®, SNICKERS ®, DOVE ®, GALAXY ®, MARS ®, MILKY WAY ® and TWIX ®; Petcare – PEDIGREE ®, WHISKAS ®, SHEBA ®, CESAR ®, NUTRO ®, GREENIES ®, and ROYAL CANIN ®; Wrigley – ORBIT ®, EXTRA ®, STARBURST ®, DOUBLEMINT ® and SKITTLES ®; Food – UNCLE BEN’S ®, DOLMIO ®, EBLY ®, MASTERFOODS ® and SEEDS OF CHANGE ®; Drinks – KLIX ® and FLAVIA ®; Symbioscience – WISDOM PANELâ„ ¢, SERAMIS ®, CIRKUHEALTHâ„ ¢ and COCOAPRO ®. 2. 3 MARS HISTORY AND DEVELOPMENT Mars Incorporated is a family owned company that produces some of the world’s leading confectionery; food and pet care products and has a growing beverage and health & nutrition businesses. It was founded in 1911, the company manufactures and markets a variety of products under many of the world’s most recognizable trademarks, including MILKYWAY ®, M&M’s ®, SNICKERS ®, MARS ®, UNCLE BEN’S ® Rice, and PEDIGREE ® and WHISKAS ® pet care products. Its headquartered are in McLean, Virginia, Mars Incorporated operates in more than 65 countries and employed more than 40,000 associates worldwide. The company’s global sales are approximately $21 billion annually. Frank Mars was born in Minnesota, USA in 1882. Due to mild polio his walking was impaired. His mother taught him to hand dip chocolate as a means to keep him entertained. Frank married in 1902 and in 1904, Forrest Mars Sr. was born, in Minnesota. Frank Mars and his second wife started making and selling butter cream candies from their third home in Washington, in 1911. This led them to renting their first candy factory, the Mars Candy factory Inc, which employed 125 staff. In 1920, Frank moved to a larger site in Minnesota, which he called nougat house. The Mar-o-bar was introduced to the candy range in 1922. With a larger site for distribution of this candy the Mar-o-bar company was launched. After three years of researching, the Milky Way candy bar was introduced and was an instant success. Sales increased and more staff was hired. In 1929 Mars incorporated, now with 200 staff, relocated from Minneapolis to Chicago. The central location of Chicago offered a better railroad access to the rest of the country. The Snickers bar was launched in 1930. Forrest Mars Snr arrived in the UK in Slough to start his own business in 1932. The Mars confectionary business diversifies with the acquisition of the dog food business in the UK. M&M’S ® Brand Milk Chocolate Candies were initially sold to the general public in 1941 and gained popularity from the American GIs serving in World War II. The delicious confection was packed in a tube and served with their food rations. M&M’S ® Milk Chocolate Candies were sold in the military as a neat, convenient snack that traveled well in any climate. By the late 1940s, M&M’S ® Milk Chocolate Candies became widely available to the public and the reception was excellent. As America entered the 1950s, M&M’S ® Milk Chocolate Candies became a household name, particularly with the growth of television. In 1954, M&M’S ® Peanut Chocolate Candies were introduced and the sales of both varieties continued to grow. That same year the universally loved M&M’S ® Brand Characters and the famous slogan, â€Å"The Milk Chocolate Melts in Your Mouth, Not in Your Hand ®,† debuted in the brand’s initial TV advertising. The popularity of M&M’S ® Chocolate Candies continued throughout the 1960s and 1970s as the brand firmly established itself as an icon of American culture. Even with decades of phenomenal success behind it, Mars North America never forgot that quality and consumer satisfaction were paramount. M&M’S ® Chocolate Candies have continued to be a part of recent American history. In 1982, M&M’S ® Chocolate Candies were the first candy chosen by space shuttle astronauts to be included in their food supply. M&M’S ® Chocolate Candies are now on permanent display at the space food exhibit of the National Air & Space Museum in Washington, D. C. In 1984, M&M’S ® Chocolate Candies supported international athletes as the Official Snack of the 1984 Olympic Games in Los Angeles. The 1990s brought two new products to the M&M’S ® Chocolate Candies family. In 1990, the company began selling M&M’S ® Peanut Butter Candies. M&M’S ® Almond Chocolate Candies, first introduced as a seasonal product in 1988, went national in 1992. For many years, M&M’S ® Chocolate Candies have offered a variety of vivid seasonal blends to highlight the holidays, including Christmas, Valentine’s Day, Easter and Halloween. In 1995, consumers across the country became a part of M&M’S ® Chocolate Candies history by voting the addition of a new color to the mix. Americans chose between pink, purple, blue or no change. An astounding 10,234,142 votes later, the color blue won by a landslide and appeared in packages everywhere in September of that year. The year 1996 will be remembered as the year M&M’S ® lovers began to customize their color combinations with 21 colors in special dispensers located in selected specialty stores across the country. In 2005, MY M&M’S ® launched as a personalized printing option online at mymms. com, providing consumers the opportunity to print custom messages on a selection of 22 different colored M&M’S ® to celebrate everyday occasions. The historic moment in 1997 was the debut of Ms. Green, the first femM&M’S ® Character. Ms. Green has starred in a number of commercials with the popular Emmy Award-winning comedian Dennis Miller. A multi-faceted motivational speaker and author, Green was on tour promoting her autobiography, I Melt For No One, and has quickly achieved the celebrity status of her male live-action colleagues – Red, Yellow and Blue M&M’S ® Characters. In 1998, the M&M’S ® Brand Spokescandies declared themselves the â€Å"Official Candy of the New Millenniumâ„ ¢. † Since MM means 2000 in Roman Numerals, M&M’S ® Chocolate Candies was the only candy brand that could make that connection, leveraging the Millennium fever for all it as worth. Another major milestone for the M&M’S ® Brand occurred in early January 1999 with the national introduction of M&M’S ® Crispy Chocolate Candies, a crispy rice center surrounded by milk chocolate and covered with a chocolate candy shell. At the same time, the M&M’S ® Crispy Character made his debut for the 1999 Super Bowl. Crispy, the neurotic, orange Character, starred in seven different television spots featuring famous celebrities Halle Berry, Diedrich Bader and Patrick Warburton. In June of 2000, Red, the famous M&M’S ® Spokescandy, had a celebration of his own. After years of trying, Red finally convinced the company he didn’t want to be called â€Å"Plain,† anymore. As a result, the No. 1 candy brand in the world is now known as M&M’S ® Milk Chocolate. M&M’S ® Milk Chocolate Candies, its tagline now said, have the â€Å"Same Great Taste, Much Better Name. † In 2002, M&M’S ® asked the world, â€Å"What color would you choose? † in the first-ever GLOBAL COLOR VOTEâ„ ¢. The GLOBAL COLOR VOTEâ„ ¢ marked the largest promotion ever in the 61-year history of M&M’S ®. Voters in more than 200 countries voted on which color – pink, purple or aqua – would join the famous M&M’S ® mix. Voters hailed from all ends of the Earth. Approximately 10 million votes were cast and purple was crowned the winning color. In 2004, the M&M’S ® Brand experienced a color disruption where all M&M’S ® turned black and white. The company launched the Great Color Quest contest, which led consumers to collect black and white M&M’S ® bags. Six bags featuring all the colors were scattered across the country waiting to be found. Eventually the colors returned with a larger signature â€Å"m† on each candy and a new blend of color for a brighter mix. The year 2006 marked the permanent introduction of M&M’S ® Dark. The brand declared â€Å"Dark Just Got Fun† by having the spokescandy Red appear in famous art masterpieces. Red first appeared playing hopscotch on Edvard Munch’s famous existential masterpiece, â€Å"The Scream,† which had been stolen from the Oslo Museum one year earlier in a highly publicized international art theft. The brand announced a reward of 2 million dark chocolate M&M’S ® for the recovery. Just days after the announcement, the painting was found by Norwegian police, which begged the questions, â€Å"Was it the M&M’S ®? † In 2007, M&M’S ® revealed â€Å"Lady Liberty’s† fun side with a 50-foot statue in New York Harbor. The smiling statue kicked off a new campaign encouraging all Americans to find their Inner M&M (or fun side) inside of them at mms. com. The M&M’S ® Brand has represented superior quality and enjoyment to consumers since Mr. Frank C. Mars founded the brand in 1940. The appeal of M&M’S ® Chocolate Candies is universal, crossing age, gender and national boundaries and bringing colorful chocolate fun to everyone. On Valentine’s Day 2008, Ms. Green fanned the flames on decades of speculation that The Green Ones hold special aphrodisiac powers. The brand celebrated the myths, rumors and innuendo surrounding The Green Ones by displaying limited-edition all-green M&M’S ® Chocolate Candies amidst the holiday’s traditional sea of red and pink. Packages of the candies included the following disclaimer: â€Å"Consumption of The Green Ones ® may result in elevated Romance Levels. If you experience this effect, contact your Significant Other immediately. † An online campaign encouraged American fans to interact and show their support for Ms. Green in her quest to make green the new color of love. Later in 2008, M&M’S ® introduced a fun new way to experience premium chocolate through the introduction of M&M’S ® Premiums – from the shimmering gem-like way the chocolate candy looked to the variety of exotic tastes, M&M’S ® Premiums redefined the premium chocolate experience. Today, there are more than nine permanent varieties of M&M’S ® Chocolate Candies, and then Seasonal Candies made for special occasions including Easter, Halloween and Valentine’s Day. Customers seem to be most passionate about the color found in each bag of M&M’S ® Chocolate Candies. Existing product lines include: M&M’S ® Milk Chocolate Candies, M&M’S ® Dark Chocolate Candies, M&M’S ® Premiums, M&M’S ® Peanut Chocolate Candies, M&M’S ® Dark Chocolate Peanut Candies, M&M’S ® Almond Chocolate Candies, M&M’S ® Peanut Butter Chocolate Candies, M&M’ ®Chocolate Mini Baking Bits, MY M&M’S ® Milk Chocolate Candies, and M&M’S ® MINIS ® Milk Chocolate Candies. SNICKERS The SNICKERS ® Bar was first introduced to the public in 1930. The SNICKERS ® name came from a favorite horse of the Mars family. SNICKERS ® Bar is made of peanut butter nougat topped with caramel and roasted peanuts and covered with milk chocolate. The peanuts are crisp-textured special grade, which have great flavor and stay fresh. From 1933 to 1935, SNICKERS ® Bar was a two-piece bar and was called â€Å"Double SNICKERS. † In 1936, the bar returned to a single format. During the next 50 years, the SNICKERS ® Bar evolved into various sizes. In 1953, handy Snickers six-packs were created for in-home consumption. In 1979, â€Å"Fun-Size† SNICKERS ® Bars hit candy shelves nationwide. In 1990, the introduction of bite-size SNICKERS ® â€Å"Miniatures† proved satisfying to even the slightest of appetites. In 1984, SNICKERS ® Bar became the Official Snack Food sponsor of the Olympics in Los Angeles. SNICKERS ® Brand launched its first ice cream product, the SNICKERS ® Ice Cream Cone, during National Ice Cream Month in July 1994. The SNICKERS ® Ice Cream Bar was introduced two years later in 1996. SNICKERS ® Bar is currently the number-one-selling candy bar in the United States and is consistently named as the â€Å"Favorite Candy Brand† across all age groups in the U. S. SNICKERS ® is sold in more than 70 countries around the world. In 2002, the UK Mars bar was reformulated and repackaged. This made it sell for more money. The nougat was made lighter, the chocolate on top became thinner, and the overall weight of the bar was reduced slightly. This was met with outrage from Mars purists, as in a sales pitch to local media in Slough, the change in ingredients was to follow the trend of its sister the Milky Way bar and 5 Star bars. Product designers at The Mars Candy Company in the US put this down to nostalgia over the past hugely popular  Starbar, which also contained the same reinvented ‘light whipped nougatine. The packaging was also redesigned with a less-bold and a more cursive logo. The slogan â€Å"Pleasure you can't measure†, was intended to appeal to a more feminine, youthful market. M&Ms Chocolate Candies were first sold in the year 1941. The candies were consumed by World War II soldiers, as the candies were an easily packaged energy snack. Forrest Mars Sr. invented the M&Ms recipe after witnessing soldiers from the Spanish Civil War â€Å"eati ng pellets of chocolate encased in a hard sugary coating† (Mars Incorporated, 2008). These candies were easy to take along, as they id not melt easily. M&Ms Plain Chocolate Candies were very popular in the 1940s and 50s. Mars introduced M&Ms Peanut Chocolate Candies in 1954, along with the characters and slogan, â€Å"The milk chocolate melts in your mouth—not in your hand†Ã‚ ®. The original candies were chocolate colored, with red, yellow and green introduced in 1960, and orange in 1976. In 2000, the name â€Å"M&Ms Plain Chocolate Candies† was changed to â€Å"M&Ms Milk Chocolate Candies†. Mars's purchase of Doane Petcare Company in June 2007 significantly increased its position in the U. S. dry pet food category. In addition to these businesses, Mars also operates a chain of premium chocolate shops across the United States called Ethel's. These shops are an outgrowth of the Ethel M premium chocolate business that Forrest Mars started in Las Vegas in 1980 when he became bored with retirement. On April 28, 2008, Mars, Incorporated, together with  Berkshire Hathaway Incorporated, announced the buyout of  Wm. Wrigley Jr. Company, the world's largest chewing gum producer, for $23 billion in an all-cash deal. The two companies together are expected to generate sales in excess of $27 billion. The company spent more than $1. 8 million on lobbying during 2008, almost all of it at  Patton Boggs, where it has long been one of the largest lobbying clients. Mars also spent $10,000 atSkadden, Arps, Slate, Meagher & Flom. In 2009, Mars also hired  Ernst & Young  to lobby on corporate and international tax issues, including issues related to tax changes proposed by the Obama administration. The company spent another $1,655,000 that year. Until sold in June 2006, a division of Mars known as  Mars Electronics International  produced, among other products, coin mechanisms such as those used in vending machines. MEI also manufactured  bill validators, which were among the most common bill validators found in the US. A further Mars business  Four Square   utilize those products formerly made at MEI in their vending machines. Four Square comprises the  Flavia  and  Klix  brands. Flavia  operates within the US, UK and Japanese markets, while  Klix  operates within UK, Germany and France. In 2007, Mars, Incorporated undertook a major rebranding operation which saw, among other global changes, Four Square being renamed to  Mars Drinks, the pet food division that is formerly part of Masterfoods being renamed to Mars Petfoods and Masterfoods itself (the largest division of Mars, Incorporated) being renamed to Mars Snacks. Mars has taken upon itself the responsibility of seeking to ensure that the company delivers mutual benefit to all with whom it interacts: associates, consumers, trade partners, our communities, and last but not least our planet. With a firm belief that the company’s actions should never be at the expense, economic or otherwise, of others with whom they work, Mars strongly believes that only success that is shared can be sustained and it is their goal to achieve this in all that they do. Mars firmly believes that contributing positively to the environment and local communities is critical to the way the company does business. This includes the company’s products, brands and operations. Mars formulates and implements its business plan with a full understanding of the fact that the company’s social, environmental and economic values and practices impact where Mars does business and how it operates, particularly given the scope and scale of the global environmental challenges. Mars also recognizes that their long-term economic growth is inter-linked with their ability to adhere to the definition of sustainability produced by the UN World Commission on Environment and Development in 1987 ; â€Å"development that meets the needs of the present without compromising the ability of future generations to meet their own needs. Mars’ commitment to sustainability builds on the company’s long-standing ethical commitment to the individual and the larger community. With the company’s fundamental belief being that the only lasting success is shared success, this means success across the social, economic and environmental spectrum. The Mars Scientific A dvisory Council (MSAC), established in 2007, extends the expertise and builds on the significant contributions of scientific advice provided through the Mars Nutrition Research Council which operated from 1998-2007. Composed of highly recognized researchers from all over the world and operating as an independent, external source of expert advice to Mars, Incorporated, the MSAC provides objective, expert scientific advice to Mars, Incorporated on advances, opportunities, and barriers to progress in human and animal health and nutrition research, plant sciences and sustainability, and in other areas of research relevant to the Company’s current and potential future product lines. A global leader among snackfood and food brands, Mars, Incorporated has a long history of marketing its products responsibly. Over the years Mars has adopted guidelines and policies for their advertising and marketing activities, reviewing and updating them periodically to reflect consumer feedback, new technologies, and the latest thinking by advertising self-regulatory bodies. The hallmark of Mars’ marketing commitments is their industry-leading policy to not advertise their snack and other food products to children under the age of 12. Mars also aims to promote the consumption of their products in the context of a healthy, active lifestyle and a balanced diet. 2. 4 The Macro Environment 2. 4. 1 Demographic forces This is attempted in terms of the consumers. The advertisements are aimed exclusively at the young and vigorous and almost exclusively at males. High income customers – it is estimated the age group buying the chocolates will be 22 onwards.. The customers are mostly urban, and are mostly professionals (engineers, doctors and executives. The psychographic profile: They can either be individuals indulging themselves, or they could be indulging their children. They are inner directed people who form their own values and norms and believe in not adhering blindly to social norms. They are somewhat occasion driven in their buying behaviour. Middle income customers – it is estimated that the age group in this segment will be 15 plus. The consumers can be urban, semi urban, and is currently spreading to rural areas. The psychographic profile: they are likely to be variety seeking in their behaviour. They are self expressing by nature and inner directed to an extent. They like to indulge themselves. Children – the upper age limit is estimated to be 12 years. They mostly purchase their chocolates with their pocket money. The consumers can be urban, semi urban, and rural, though their is a somewhat greater emphasis on urban. The psychographic profile: they are novelty seeking in behaviour but they are also fun loving. 2. 4. 2 Economic forces In August last year the price of cocoa was threatening to sky rocket as large swathes of the cocoa plantations in Papua New Guinea were infested by the Asian Moth. The region produces some 17% of the world’s cocoa. An infestation of a similar nature in Indonesia in 1998 caused some ? 13 million of damage. Mars were affected to such an extent that they sent out their own team to help eradicate the infestation. Mars are continuing to test a number of anti moth measures. (www. metro. co. uk 2006). The recent business decision to begin producing and using animal based rennet in the Mars bar has been disastrous. The resulting back lash from consumers in the Islamic faith, vegetarians and those with a strong social view on the use of rennet extracted from the lining of a calf’s stomach, has led to Mars making a U-turn on a business decision, apologising for its decision and giving an undertaking that they will return to producing a vegetarian product. Although this issue could be regarded as a social factor, it is in fact an issue of economics as Mars have identified the effect this decision would have on its sales (www. bbc. co. uk 2007). There has been a growth in the chocolate market, the majority of which has been with the high quality, high value products associated to some extent with the growth in disposable income across the developed world. The growth in the market has not necessarily had a positive effect on the sales of Mars due to the inexpensive and generic nature of the product. However, this nexpensive nature of the Mars Bar makes purchasing it an uncomplicated decision for consumers with no financial consequences that could lead the purchaser to regret making the original decision to purchase a Mars bar or to restrict the quantity or frequency of purchases. The largest markets for Mars are generally the more affluent and developed markets with little room for growth such as UK, USA, Canada, Australia and New Zealan d. The emerging and developing markets of India and China with a combined population of nearly 2 Billion individuals is a virtually untapped market of consumers. These markets would require a unique marketing strategy as although it has great potential, the regions are not known as great consumers of chocolate. Although a US product it is not known if the markets in India and China would take to it. For many geographic areas of both countries there would be concerns about refrigeration and chocolate melting, which would limit sales areas to main cities, and maybe bigger stores. nevertheless with the present level of mutual trade and the world’s general love of all things western it may not be a cause for concern. . 4. 3 Natural forces The  natural environment  involves natural resources that are needed as inputs by marketers or that are affected by marketing activities. The green movement has encouraged and even demanded that firms produce strategies that are not only environmentally friendly but are also environmentally proactive. Firms are beginning to recognize the link between a healthy economy and a healthy environment. There are large quantities of waste associated with the production of chocolate which includes waste chocolate product. Over the last five years the Mars manufacturing plant in Australia has reduced the amount of waste it sends to landfill by 90%. For every 3000 tonnes of product produced every month, 220 tonnes of waste is produced. This is now fed to piglets. The animal waste is collected as fertilizer and the gases produced by the fermenting animal waste is burnt and used to generate electricity. These initiatives are reducing the costs to the business. However any positives are offset by the amount of waste that is being produced across the entire industry and at all the other Mars plants. Mars also worked to reduce the quantity of plastic in its packaging. The most recent issue that has affected the Mars bar has been the disastrous business decision to introduce the use of animal rennet as an ingredient in its chocolate the resulting backlash as discussed earlier not only from those with personal and lifestyle sensibilities but also from those with a social conscience with regard to the treatment of animals. This led to Master foods making a U turn on a business decision. The chocolate industry as a whole has been under a political and social spotlight as discussed earlier. Consumers are becoming more ethically aware and are questioning the practices of those associated with the production of cocoa. The industry was heavily criticised over the use of â€Å"child slave labour†. Master foods along with its two rivals Nestle and Cadbury do not perform well when examined for their ethical practices. Mars does not even feature on the league table of those products that are deemed ethical, although it’s fair to say that the ethical names on the list are not household names (www. ethiscore. org 2007). The Mars bar is not produced under a fair trade or ethical banner, thus depriving consumers of a choice. They have a choice – they can buy Green and Blacks, or do without! The market in ethical or fair-trade usually caters for the higher quality chocolates which are priced at a premium. With the continued affluent western lifestyle leading to chronic obesity and ill health there has been a drive to improve the nutritional value of food and to reduce the quantity of high fat and high sugar food groups such as chocolates in our diets. Some members of the health and nutrition lobby are looking for draconian steps to be taken against the chocolate manufacturers to reduce their influence upon diets in a similar way that steps were taken against the tobacco industry. The chocolate industry has received threats about the banning of advertisements aimed at children and at peak times and on children’s television channels. Pre-empting this, Mars has declared that they are moving away from targeting children with their product, a positive social action of their own (www. bbc. co. k 2007). Any reduction in the use of Cocoa will ultimately affect some 26 million people around the world who are reliant upon the chocolate industry, which includes some six million cocoa farmers (www. mars. com 2007). 2. 4. 4 Technological forces To improve cocoa production yields and to guarantee production levels for the future, Mars is investing in research to produce disease resistant cocoa trees to prevent such catastrophes such as t he introduction of the disease â€Å"Witches Broom† which decimated the cocoa industry in Brazil in the 1990’s. Should cocoa supplies be affected, the manufacturer with a guaranteed supply of good quality cocoa should corner the market at the expense of its competitors (www. mars. com 2007). 2. 4. 5 Political forces Should the lobbyists become successful in their campaigns to restrict advertising of chocolates or force changes to reduce fat and sugar content of chocolate, or to have health warnings placed upon labels then this may not be through a voluntary code but through the introduction of legislation. This may denigrate chocolate and make it as socially unacceptable as cigarettes, which may have a profound effect on sales. The safe production of chocolate and how it is presented for sale is governed at present by food safety and trading standards legislation, which is enacted by both national and European legislatures. Nestle and Master Foods with its main brand the Mars bar received criticism for sourcing it chocolate from the West African countries such as Ivory Coast where the cocoa trade is being used to fund conflict to the tune of ? 0 million a year. The Ivory Coast provides some 40% of the world’s cocoa, since 2002 it has been torn apart by civil war. The allegations are that the profit from cocoa has been directly siphoned into government funds and used to finance their conflict with the rebels. In addition the rebels extorted money directly from the industry trying to transport the cocoa through its region. Gentle pressure is being applied on Mars to identify how m uch of its product contains cocoa from the Ivory Coast and strive to become free from â€Å"Conflict Cocoa†. Independent News and Media Ltd 2007). Sustainability and fair trade with regard to cocoa has become a political â€Å"hot potato† with the manufacturers of the Mars bar being criticized for employing tactics that puts cocoa farmers into virtual slavery, forcing them to turn more of their land over to production of cocoa rather than traditional arable farming and then making entire communities reliant on the cocoa market. The power of the global corporation can then manipulate the price of cocoa, ultimately depriving the producer of a fair price for the raw ingredient. The close association of the Mars bar as a product of the United States may cause some with a dislike of all things American to boycott the product; however there does not seem to be any evidence that this has actually occurred. Due to the global use of the product and its association through manufacture and distribution with other countries like the UK, it does not lend itself to being an exclusive American product such as is for the Hershey Bar. In the UK as in other nations where the Mars Bar is manufactured, there is some influence on the processes involved in its production by the legislative requirements of the host nation or other bodies such as the European Union. These relate in the main to food safety and trading standards legislation relating to the safety and standards that the Mars bar must meet in order to be sold to the consumer. Lately this has being more influenced by legislation that relates to advertising, such as the advertising of the product to children. Due to the nature of free market economies, free markets and the established nature of the Mars Bar with its global distribution network it is not felt that the Mars bar is overly influenced by external political factors. 2. 4. 6 Cultural forces The  cultural environment  is made up of institutions and other forces that affect society’s basic values, perceptions, preferences, and behaviors. Certain cultural characteristics can affect marketing decision-making. There was a real team spirit at Mars Chocolate, with a huge number of talented people all sharing the same goal of building on our longstanding reputation or world class products. Throughout, they made sure there’s a business strategy in place that inspires, motivates, develops and engages. Working in a sustainable, ethical and people-focused way generates outstanding results and also produces high quality talent. Mars Chocolate has been a training ground for some of British industry’s most successful l eaders, from Justin King (now the Chief Executive of Sainsbury’s) to Allan Leighton (former Chairman of Royal Mail). Mars has books and football clubs, and as an addition to this, they have their own on-site wellness coordinator who helps associates to enjoy chocolate as part of a healthy active lifestyle with pilates classes, circuit training and sports clubs. 2. 5 Organization within the industry 2. 5. 1 Market Position Although there are different definitions of brand positioning, probably the most common is: identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies. Mars Inc. Market Positioning is similar products on the state of competition in the target market for the customer of the products of certain characteristics or attributes importance for the enterprise products shaping strong, unique and distinctive personality and vivid delivery to the customer, to obtain customer identification. The market positioning of the essence of the enterprise and other enterprises strictly separate, so that customers clearly feel and recognize this difference, and thus occupies a special place in the minds of customers From the slogan for Mars, we can see two points: 1, Mars simply locate a business of chocolate, candy and pet food manufacturing-oriented enterprises; 2, Mars also hoping to start a new business. In fact, market positioning and product differentiation is closely related, but are essentially different. Market positioning is the creation of a distinct personality, their products and thus creates a unique market image. A product is a comprehensive reflection of a number of factors, including the performance, structure, composition, packaging, shape, quality, market position is to strengthen or enlarge certain products of factors to form a different unique image. Product differentiation is the real market positioning means, but does not and the whole of market positioning. Market position is not only emphasis on product differentiation through product differentiation, but also to establish a unique market image, and win customer recognition. [pic] Dove, Mars classic chocolate brand, MADE WITH 100% PURE COCOA BUTTER, DOVE Chocolate has an intoxicating scent, a glossy hue and a rich taste unsurpassed by other bars. Always silky smooth on the tongue with a complex flavor, each DOVE Chocolate product starts with only the best cacao beans, tested twice by expert Mars technicians for quality and flavor. The perfect combination of chocolate liquor and cocoa butter, DOVE has a balanced taste that is never too sweet or too bitter. Because DOVE cares about every detail of the chocolate making process; you are always assured of delicious, lingering chocolate flavor. Mars takes great care and maintains the highest standard of quality in manufacturing DOVE Chocolate from the bean to bar, coupled with its special roasting and grinding – resulting in the signature silky smooth signature taste of DOVE Chocolate. ( Dove Chocolate, 2011) Chocolate consumers are more fashion crowd, is an important part of this population living. Chocolate as a special kind of nutritious food, in people's daily lives, occupy a very important position. Therefore, the quality and taste of chocolate has become the first choice when consumers buy. Dove† is the brand consumers are very familiar with their products in the production of a blend of the base material with puffed cereal products, the LHV sugar body or fruit and vegetable products not only taste good, and its unit calorific value is lower 30% ~ 60%, and quality assured, I believe this is also easier to meet our target customer choice. To meet consumer demand for chocolate while also addressing the cons umers worry about health issues, this is the world's chocolate companies cannot compete with the Dove brand and could win about it. . 5. 2 Target markets Target market analysis: Industry Supportive & Unshakable Facts. For example drinks. (All information below attained from Slideshare, 2012) 2006 Sports Drink Industry Break Down †¢ $300 billion sales worldwide in 2005 †¢ Market increased 10% to 9. 71 million liters in 2005 †¢ North American accounted for roughly 49% consumption in 2005 †¢ Asia Pacific region accounted for a 38% share in global consumption in 2005 †¢ Japan ranked second to the U. S. t terms for per capita consumption, but China is assumed to overtake Japan as Asia Pacific’s leading consumer by volume in year 2010 †¢ 2003, Germany was the leading market for sports drinks in Western Europe follow by Italy then the U. K. This is only the Drink example and except other products to analyze the Mars share in the global world. Market Met rics Global functional drink volume (millions of liters) CATEGORY 2006 FORECAST 2011 SPORTS DRINKS 9,870. 6 13,301. 70 ENERGY DRINKS 2,429. 4 3,534. 10 ELIXRS 320. 7 366. 10 TOTAL 12,620. 7 17,201. 9 (Source: Eouromonitor International. 2007) Demographics The characteristics of this section are very crucial to properly segment the market and determine where these traits fall in a SWOT analysis. Furthermore, the following information breaks down the market. Psychographics †¢ Physical Activity †¢ Healthy Products †¢ Modern Supplement †¢ Relevant Merchandise †¢ Athletes: Age from 5 to 50 Jr. High High School Collegiate Minor League Professional Hobby So from the target market there are two factors: 1) the company’s goal and resources; 2) the marketing strategies power and segment. The Mars has the resources more another competitors and each of every product have complete Marketing strategies and plan. That is why Mars Company can be the top5 in the Food’s Market in the worldwide. 2. 5. 3 The Marketing Mix (4P’s) 4P’s: The marketer, E. Jerome McCarthy, proposed a four Ps classification in 1960, which has since been used by marketers throughout the world. †¢ Product – A product is seen as an item that satisfies what a consumer needs or wants. It is a tangible good or an intangible service. Intangible products are service based like the tourism industry, the hotel industry and the financial industry. Tangible products are those that have an independent physical existence. Typical examples of mass-produced, tangible objects are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system †¢ Price – The price is the amount a customer pays for the product. The price is very important as it determines the company's profit and hence, survival. Adjusting the price has a profound impact on the marketing strategy, and depending on the price elasticity of the product, often it will affect the demand and sales as well. The marketer should set a price that complements the other elements of the marketing mix. †¢ Promotion – represents all of the methods of communication that a marketer may use to provide information to different parties about the product. Promotion comprises elements such as: advertising, public relations, personal selling and sales promotion. †¢ Place – refers to providing the product at a place which is convenient for consumers to access. Place is synonymous with distribution. Various strategies such as intensive distribution, selective distribution, exclusive distribution and franchising can be used by the marketer to complement the other aspects of the marketing mix. 2. 5. 3. 1 Product Most of the products are popular and famous, Dove and M&M’s has big market share in the global and impact of in the world. 2. 5. 3. 2 Price Mars price: the terminal operator to brand building as the ultimate goal. In the context of today's terminal winning times, product positioning is based on market demand, the Chinese market, for example, the MARS's major brands are both market and customer needs the road. For example: in the Dooyoo website we can easy find the price about the MARS products, all the price are at 5$~10$, the pricing strategies help Mars to be more positive in the competitions. [pic] Compare the different marketing, the price are follow the customers and the market, to position the price there are two big part to consider, the internal and external environmental, to think the outside factors the cultural, income, political, education ect. And the inside factors is the product’s self, the quality and packaging. That is all about the Mars Inc. . 5. 3. 3 Promotion Mars Chocolate North America launched several retailer promotions, Promotions and sponsorships include: 1. Consumers and retailers will score big this season when Mars Brands and the NFL team up for the 2012 Super Bowl sweepstakes and instant-win game â€Å"Celebrate on the Field. † Consumers will have the chance to win one of 5,000 instant-win prizes a day from December 19, 2011, to February 5, 2012 . 2. In January, Mars will showcase a â€Å"Take Your Peanut Butter Pick† cross-brand event featuring flavours from M&M's, Snickers and Twix Brands. The Mixed Singles Shipper and Mixed Singles Counter Unit will encourage consumers to taste a variety of Mars brands. 3. Mars Chocolate North America is shifting its NASCAR sponsorship into high gear with a full year of M's Makes Race Day More Fun, giving M&M's brand fans numerous opportunities to connect with the brand from January to November. 4. The sweepstakes promotion â€Å"When We Win, You Win! † engages NASCAR fans by linking the victorious performance of the M's Racing Team with chances to win great prizes, including new cars and instant-win prizes, from January to November. . Marathon brand will be the Official Energy Bar for the 2012 Rock ‘n' Roll Marathon Race Series, gaining brand exposure at 25 race events, reaching more than two million consumers. 6. Mras created a website as http://www. realchocolate. com in this website Mars claim that it’s the only company that use real cocoa butter not vegetable oil. In this website consumers can read about the h istory and processing of chocolate and if they register in website they can receive a free chocolate. It’s a great point that Mars said in this website that: For nearly 100 years, Mars Chocolate North America has been committed to producing  real chocolate. Mars Chocolate North America defines real chocolate as chocolate produced with cocoa butter per the U. S. Standards. The illustrated processing showed as below: [pic][pic][pic][pic][pic][pic][pic] 1. Cacao Tree 2. Cacao Pod 3. Raw Cacao Beans 4. Cacao Beans Drying 5. Cacao Beans 6. Fermentation 7. Cacao Powder 8. Chocolate Liquor 7. US confectionery giant  Mars  has launched a ‘Chocolate Relief' campaign in a bid to bring â€Å"sweet smiles† to millions of Americans. The Mars Real Chocolate Relief Act will offer consumers full-sized samples of Mars chocolate, product discounts and coupons along with ‘Free Chocolate Fridays'. Throughout September 2011, Mars gave away around seven million full-size packages of its M&M's, Snickers, Milky Way, Twix, Dove, and 3 Musketeers chocolates in the US. Mars gave away a quarter-of-a- million full-size packages of ‘real' chocolate on Free Chocolate Fridays. US consumers can claim one of 250,000 full-value coupons each Friday from 8 May by visiting realchocolate. com. â€Å"Brands like M&M's, Snickers, Dove Chocolate, Twix, Milky Way and 3 Musketeers are loved by Americans,† said Michele Kessler, vice president, Mars Snackfood US. â€Å"That's why we've created the Mars Real Chocolate Relief Act. It's our way of giving Americans a small treat during challenging times. † (Aroq, 2012). 2. 5. 3. 4 Place As an example the distribution channels of china was discovered to have a big picture from the whole place policy in Mars Corporation. Mars has a unique approach to China it sells directly to the retailers without benefit of a joint venture or any other type of on-site business. M are sold directly to consumers in China through two different distribution channels: the China National Duty Free Import Corporation for its airport duty-free shops and, more significantly, key local wholesalers for distribution to neighborhood stores in Beijing, Shanghai and Guangzhou. East Asiatic Company (of Hong Kong) has successfully developed a way to distribute the well-known U. S. chocolate product in the city. In the normal distribution system, retailers are used to having to go calling on the wholesaler to try and obtain the product and then figure out a way to transport it to the store. East Asiatic has turned this old practice on its head: M wholesalers sell and transport their goods directly to the retailers. East Asiatic, a Hong Kong-based company has a distribution agreement with Mars for M candies in China. The candies are brought into Shanghai by the container-load from the U. S. or Australia or in smaller shipments via Hong Kong. East Asiatic then sells the chocolates to wholesalers/distributors in Shanghai. The wholesaler has five vans that deliver M throughout Shanghai, either to sub-wholesalers or retail outlets. The Hong Kong agent also has a van in the city. Painted with M advertisements, the vehicle serves as both an advertising and distribution medium. Choosing the right wholesalers and monitoring them closely are very important to the distribution effort's success. Besides having a warehouse for storing M&Ms properly, wholesalers must be committed to making frequent deliveries so that retail outlets receive fresh stock regularly. If a store has a quick turnover, a wholesaler should visit it once or twice a week; if turnover is slower, visits may occur every 1 0 to 14 days. The company works with wholesalers to select sub-wholesalers and hires salespeople directly by running advertisements in Shanghai newspapers. The sales team visits retail outlets regularly to check displays, advertising, and inventory needs. It encourages store managers to put up M&M fliers and sometimes conducts taste tests or other promotions, like giving away trial packages of Skittles (another Mars candy) or balloons decorated with the M&M logo. Salespeople benefit from successful promotion work by earning performance bonuses in addition to their straight salary. The Hong Kong Company informally oversees and coordinates the entire distribution process-from wholesalers to sub-wholesalers to sales staff to retail outlets. It teaches all levels to sell M&Ms into the market, instead of waiting for the market to come to them, as is the traditional practice in China. Coordination is handled by the company's representative office in Shanghai, with personnel in Hong Kong visiting from time to time in order to deal with specific issues. To select the proper retail outlets, East Asiatic set out a list of criteria and commissioned a Hong Kong market research firm that had connections with a Shanghai research firm to help identify stores in selected sales districts. At present, the distribution effort primarily targets state-run stores. Payment terms normally require settlement within one to two weeks after delivery. The Hong Kong agent sells through some private entrepreneurs in Shanghai even though they are somewhat less credit-worthy than state stores, and hopes to expand this network gradually. The company's Shanghai distribution system went into effect in late 1989 and M&Ms are now widely available-both in large outlets and in roadside shops decorated with M&M fliers. A similar system went into effect in Beijing in 1991, boosted by a major advertising campaign in connection with the 1990 Asian Games. The firm also distributes M&Ms in Guangzhou, although the network there is not as developed. Other points in China are covered via these three cities. A major issue for the company has been a fight to protect its trademark rights. Other than that, customers seem to like the chocolate (Shanghainese in particular have a taste for Western sweets), even though domestically-produced chocolate is one-fifth the price of the import (Ernst R. 2008). In Malaysia Mars focused on chain supermarkets and malls and mega malls, they use these channels as high potential channels and send the products to the end user and although its risky that consumer has a lot of other choice from mars competitors, but because high brand awareness and cheaper marketing strategy they use this strategy for Malaysia. 2. 6 The strength and weaknesses of the Brand SWOT Analysis A scan of the internal and external environment is an important part of the strategic planning process. Environmental factors internal to the firm usually can be classified as strengths (S) or weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats (T). Such an analysis of the strategic environment is referred to as a SWOT analysis (wiliams, 2008). The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates. As such, it is instrumental in strategy formulation and selection. The below diagram shows how a SWOT analysis fits into an environmental scan: Framework Environmental Scanning | | | |  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   | |  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   | | | |Internal Analysis  Ã‚  Ã‚   | |  Ã‚  Ã‚  External Analysis | | | |  Ã‚  Ã‚  Ã‚  Ã‚   | |  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   | | | |Strengths  Ã‚  Ã‚  Weaknesses  Ã‚  Ã‚   | |  Ã‚  Ã‚  Opportunities  Ã‚  Ã‚  Threats | | | | | | | | | | | SWOT asks qu estions in these four areas and try to answer them to have a big picture of company. 2. 6. 1Strengths: 1. Strong demand for confectionery: the market has grown consistently at around 5% every year for the last four years. So it will bring bloom to the confectionery market. People tend to use computers and video games or all in all they use their brain more. Glucose is like the fuel for brain and chocolate is a relevant solution. People use chocolate more recently and it’s a power point for chocolate industries like mars. In Malaysia people like to eat sweat foods and snacks and even in some of their food they use sugar, Malaysia is a potential market for chocolate. Mars chocolates nearly can be seen in all malls and supermarkets in Malaysia. (Edward, 2012). 2. Good brand position and quality which is consumer favourites and High brand awareness. Mars is well-known among sportspeople that they use it as energetic meal and is well-known among children and families. The quality of products is elevated and its brand position is high. People know it as a famous and high standard brand. 3. Strong partnerships with retailers. That’s why we can see mars products in the majority of supermarkets and malls in Malaysia and all over the world. [pic] 4. Price kept that it should be in the range of every one purchase. It’s a qualified brand with huge name but the price policy was designed in a way that different layers of society can buy and use it (Gudehus, 2009). 5. Stores are available in almost every market. Mars offers chocolate stores that are kind of brand shops in different countries that are powerful ways for connecting with concentration with customers. In Malaysia it’s not very common that is not under mars marketing strategies, but mars focus on huge malls, supermarkets and chain supermarkets like 101 and seven eleven. 6. More emphasis on sales promotion like surprise gifts and scheme cards. 7. Memorable Slogans. Like on to Unimaginable Heights, Go for the Max! , Mars is Waiting†¦ (mars society, 2009). 8. Creative and simple advertising. That some of them are designed deeply for motivating people psychologically. 9. High Consumer Loyalty. Because nearly all children like chocolates and human pleasurable memories can be hardly forgotten. The image of brand, its taste and good memory of it is recorded in human’s deep conscious mind and people are loyal to what they like and admire. [pic] 10. Leader in UK, Japan and South Africa. Being leader in Asian, European and African context show the multicultural and international face of brand that different races and culture like the taste of products. 11. Innovative chocolate producers. 12. High advertising budget. Because the company is really marketing oriented and work with modern strategies. 13. Great packaging. Designs of packaging have influential effects on consumers and motivate them to buy the products. 14. Sponsors global football teams like England football team that is a great sign for remembering and memorizing Mars brand. 15. Mars Chocolate North America is the North American chocolate operations of Mars Inc. Based in McLean, Va. Mars has net sales of more than $30 billion and six business segments including Petcare, Chocolate, Wrigley, Food, Drinks and Symbioscience. 2. Weaknesses: 1. Mars products causes health problems for consumers. Cocoa contains fairly high levels of the mineral copper, and too much copper can inhibit certain chemical processes in the body and lead to several kinds of health problems (burger, 2008). Dark chocolate contains the three elements of cocoa liquor or cocoa mass (cocoa cake), cocoa butter, and sugar. Cocoa butter is a fat that is found naturally in cocoa beans (burger, 2008). These elements according to medical research produce different kind of health problems if use to extreme. It’s a weakness for Mars that chocolate products are not really under healthy products. 2. Dental problems by consuming Mars products. Dental problems are very expensive to cure. People have some phobias to eat chocolate like obesity, teeth problems and other health problems; it can be a weakness point for mars that their products produce certain problems in future for consumers and specially children. Causing pain and expense for consumers is not a good point for mars. 3. Mars has many different products in which it has to promote. Having different products show the product orientation in the company, but the problem is the variety of products that need to promote and develop and it cause too much expenditure for the company and can reduce the benefits. Mars brands include Chocolate: M's, Snickers, Dove, Galaxy, Mars, Milky Way and Twix; Petcare: Pedigree, Whiskas, Sheba, Cesar and Royal Canin; Wrigley – Orbit, Extra, Starburst, Doublemint and Skittles; Food: Uncle Ben's, Dolmio, Ebly, Masterfoods and Seeds of Change; Drinks: Alterra Coffee Roasters, The Bright Tea Co. , Klix and Flavia; and Symbioscience: Seramis, Cirku and Cocoavia. 4. M is the number one selling candy in the chocolate market; however this product steals most of the promotion and advertising money and it’s not really a balanced strategy. 5. Milky Way has a low sales percentage of Mars domestic market share Because of constantly changing campaigns, people are not aware of Milky Way’s positioning in the market. 6. Mars incorporated are not present online. According to the electronic era and the tendency of market to choose new technology for business exchange among nearly the majority of society, its weakness for Mars incorporated that they are not present online. Finding information about this company and its product on the net is not very convenient. 7. Bad communication, Low market share, Weak management team are other weaknesses of Mars in the world market. 2. 6. 3 Opportunities: 1. Universal demographic development and change is a continuous growth of the world population is an advantage for Mars because more products would be eaten by consumers. People have more tendency to eat candy, chocolate and fast foods in this era. 2. Having more focus on small countries, increasing personal relation even to villages. Heading to huge market share that is waiting for this brand, because in the entire world we can find children and families who are interested in the taste of chocolate and candy. 3. Increase the product range as Jellies, Toffees, Bars, Lollipops, Gums, Unsweetened baked chocolates for garnishing. Same content and in different forms can increase the market share. 4. 1% of households consume chocolate candy. Just mars need to remind them using chocolate regularly. Mars products are so familiar in the mind of people and if you offer people Mars products they won’t reject it. They only need