Assess the Extent to Which the Wilson Government Achieved

Assess the extent to which the Wilson Government achieved its objectives by 1970 To assess the Wilson Government which ran from the years 1964 to 1970 you have to look at what the Labour government promised to achieve if they won the election in 1964. You have to look at what the changes the Wilson government brought forward in their time in office and how the personalities of its politician’s effects decisions made. The election campaign in 1964 was a close run contest even though there was a low public approval of the current Prime Minister Alec Douglas-Home.The labour party only won a majority of 3 seats. The reason for the decline in support for the Conservative party was because of events and scandals such as the Profumo affair in 1963. Looking at Labour in the run up to the General Election, they promoted themselves with a more modern youthful image that was more in tune with the times rather than the aristocratic feel of Home’s Conservative government, this lead the Labour party to create an increased lead when it came to looking at the opinion polls.Wilson then leader of the opposition went into his 1963 conference speech talking about how Britain was ready to fully exploit the â€Å"white heat of the technological revolution. † The labour party was trying to show itself as being the right force to progress Britain against the ineffective current political establishment. As Peter shore said â€Å"†¦ it was a case of smart Alec against dull Alec†¦ â€Å". The Labour party won the General Election in 1964 because of a skilful election campaign and certain errors in the Conservative party around the time of the election being called.The Labour party during the first years in Government between 1964-66 were successful in achieving its objectives, Labour wanted the tackle the problems in the Economy and the changing of Britain into a post industrial society. The Labour party therefore projected the image of following a  "third way† in which the economy would be managed with scientific planning. This lead to Wilson creating the Department of Economic Affairs (DEA) with George Brown at its head, this department would be separate from the treasury and would allow Britain to plan its way out of the economic difficulties.It was created because the treasury was seen with being strongly conservative and the high ranks of the Labour Party considered this as key to Britain’s economic failure. The Idea seemed a successful resolution as France was working on a more planned economy also and had much higher GDP growth rate. However the reality showed that the government failed in its objectives. Ironically the problem of this â€Å"Super Department† was that it wasn’t planned prior to its introduction. As George Brown stated â€Å"I think it is a pity that we didn’t produce a ‘Blueprint’ setting out precisely what we wanted to achieve†.The treasury also went out of its own way to make the work of the new department fail, reports suggested that Brown’s phone was bugged to allow the Treasury to keep track of the dealings he made and the dealings of the office. Even though these difficulties Brown still produced the ‘National Plan’ which aimed at the economic targets set out in the General Election of 1964. It was an achievement to create this plan which aimed at stimulating industrial production and exports by encouraging cooperation between the government, employers and trade unions.It was a success that the plan was drafted however it was a failed attempt. The grand expansion targets set out in the plan were not met because at the time it was published the economy was in too bad of a way for cooperation alone to work. An emergency budget was released in July 1966, which aimed at cutting public spending and increasing taxes. This was seen as a turning point in the Wilson government in which the public had a growing d istrust about the government’s capability to fix the economy.In 1966 Wilson called a General Election in the aim of increasing his parliamentary majority, The Election was called for March 1966 and The Labour Party was victorious and increased their majority from 3 to 96. The Wilson Government had many difficulties in the period from 1966-70 with the difficulty with the trade unions due to economic problems leading to tension. Wilson believed that increasing inflation and Britain’s balance of payments deficit presents major treats to economic progress, wages and salary increases much be kept more in check.A prices and incomes board was established to regulate pay settlements. The trade unions hoped that the Wilson government would bring those benefits and they resented being lectures and told to be reasonable. This failure with the trade unions set back government objectives and the economy took heavy blows. The government was hit with a series of industrial strikes an d disputes which included the National seamen’s strike in 1966 and the Dockers’ strike of 1967. The Wilson government was running out of ideas on how to control the economy and in November 1967 devaluation of the Pound was introduced.This was because of the deficit being so large that Wilson had asked for another loan from the IMF, blaming the seamen’s strike. The loam was only seen as a stop gap. The Devaluation involved reducing the exchange rate of sterling from $2. 80 to $2. 40 for every ? 1. The aim was to make British goods easier to sell abroad. The delayed implication of the measures meant that the mere financial adjustment turned into a political and economic failure for Wilson and the Labour party. Showing that the government could not run the economy and had failed to deliver objectives set out in 1964 and 1966.Callaghan stood down as Chancellor in 1967 swapping places with Home sectary Roy Jenkins. The trade unions were angered that Wilson had tried to blame those for the government’s financial difficulties and many academics had concluded that Wilson overestimated the Balance of Payments deficit, leading to a failure in the majority of its economic objectives. However aside from the Political and Economic side the Wilson government did achieve some of its objectives in the social changes it set forth to create. The Wilson government can’t be criticised from its social reform.The Race Relations Acts, 1965 and 1968 prohibited racial discrimination in public places and in areas such as employment and housing and make Incitement to racial hatred an offence. More important social reforms such as the Abortions act of 1967 which permitted the legal termination of pregnancy and the abolition of the death penalty in 1969 which made permanent a measure that was passed in 1965 that had suspended the operation of the death penalty. These social changes and reforms may be said to mark an important stage in the modernising of Britains social attitudes. Many were the work of Roy Jenkins.He personified the tolerant, sophisticated attitudes that he wished to see become predominant in Britain. These were successful for the labour party and Wilson government. Showing objectives were achieved which cannot be said as much in industry and the economy. By the time of the general election in 1970 there was the feeling that the Labour government had failed to live up to expectations. The sense of disappointment was felt harsh by the young. Arguments stated that Wilson entered office claiming to be the head of a modernising and reforming government but really all that was changed was the style and not the content.In conclusion the Wilson government had some success in the social reforms it implicated but didn’t plan enough to address the economy and industry, it lost the support of the trade unions and was seen to be a failure from the public. In 1970 even through labour party optimism Edward heath walked int o 10 downing street as the Conservative prime minister with a 30 seat majority. This showed the ultimate fail of a clever but seemingly unorganised Labour party and government which didn’t successfully achieve enough of its objectives and therefore lost the 1970 election.

Essay on Anthropocentrism

Environmental Ethics I believe that the most critical ecological issue today is population growth and the anthropocentric self-interest centered life-style that human beings engage in. The combination of these two human qualities is detrimental to the environment. The first reason I think this is because when we uphold anthropocentric ideals, we toss the environment to the curve, and as a result all of creation suffers. Second, I believe that when we live for exclusively our own self-interest, we only speed up the process of ecological destruction.If we shared our â€Å"stuff† and food with each other and the rest of the world, we could significantly reduce our impact. Third, I believe that even if we are ethical and environmentally conscious as individuals, it will not be enough. If one is sold on ecological salvation but still clings to individual self-interest, then they won’t have the ability to create serious and measurable change. The example of one farmer out of several deciding not to dump waste in a close by water reserve rings true to this idea.Community interaction and a removal of our attachment to our own private benefits is essential in working towards a better cleaner earth. As a result of anthropocentric justification dominating our society, exclusive selfishness and self-interest driven life styles, and our inability to truly make a positive impact as individuals, I believe that population growth seamed with selfish anthropocentric living are truly the most critical ecological issues we face today.

Econ Essay Example | Topics and Well Written Essays - 3000 words

Econ - Essay Example ics.This approach assumes that when businesses fluctuate, then this is a clear interpretation of the fluctuation in the output’s growth rate instead of a change in the level of output. This statement implies that economics is a misery in that there is a very peculiar of interconnection of markets and they respond in a very surprising manner to the changes in preferences and resources. For example, if a reduction of a product occurs, the price of the commodity goes up and the consumers get an incentive to consume less of the commodity while the suppliers get an incentive to discover more. It is very surprising that increase in the price of one commodity can be the reason of another commodity’s price going up. Therefore, this approach in economics tends to let people understand the invisible side in economics in order to understand the economics world. Keynes a very popular economist stated that he would like to steer the economy while Hayek articulates that he would like to set the economy free. Keynes, had a very strong believe and supported that during the periods of depression or during recession in an economy, the government should spend during the depression period as a way to increase the aggregate demand and to lower the levels of unemployment. He believed that during the period of recession, the government should buy security bonds in order to reduce aggregate demand since this reduces the flow of money amongst the citizens. By doing this, Keynes felt that government spending is a good way of controlling the markets. Hayek, a fellow economist, criticized what Keynes argued that government spending should regulate the demand in the market by arguing that he preferred to set the market in the economy to operate freely. Hayek argued that the market should operate freely without any intervention and correct itself without intervention too. His argument was that intervention by either the government spending or the policies of the central bank in effort to

Auditing and Assurance Service in Australia Essay

Auditing and Assurance Service in Australia - Essay Example This over extraction also may hamper the ground support system of the mine. Here overproduction also signifies that there is a huge lack of communication and interaction between the smelting division and the mining division. In fact it the problem with the entire company where signals are not present about the amount to be produced and how much amount of ore to be mined each time period. The second major risk that the division is currently having is the inability to gel with the acquired companies. As a result of this there is redundancy in operation as well as in costs incurred. These redundancies hurt more when the market is down for the ore. The business could fall drastically if the entire mining division is not centralized and integrated. The repeated processes of transferring the ores to the internal and external divisions are taking the cost component upwards. This is one of the major painful areas in the division. An ideal system would demand a proper coordination among the s hafts, and well assigned targets of productions should be given to the individual shafts. These shafts should not be made liable for the sales of the ores; rather it would be the central sales department who would have knowledge about the production requirement of the smelting departments, the foreign and the local customer demands. According to the demands production planning should be done, not the other way round. For this to happen, the mining stores of different shafts should be integrated. This brings us to the third level of risk the division has. The stores of the different shafts are not connected and no computer data base is maintained for the amount of stocks that the division is holding. The sales department to have a better knowledge about the amount of stocks that are with the different shafts should introduce a new IT package for store keeping. A proper communication flow can be maintained between the shafts and the  sales department if proper information is availab le in both the ends.  

Wuthering Heights Essay Example | Topics and Well Written Essays - 1500 words

Wuthering Heights - Essay Example As women began to question their social and personal roles in life as well as their increasing ability to take control of their own destinies, the question of romantic love as compared to marriage for position began to take center stage in the literature produced in that time. An example of this debate can be found in the novel Wuthering Heights, written by Emily Bronte in 1847, as it is expressed in the character of Catherine Earnshaw. In the novel, Catherine is seen as a willful, independent, half-wild girl raised without the benefit of polite society or traditional feminine influences. Despite this strong nature and independent lifestyle, however, she nevertheless finds herself wrestling with the traditional idea of marriage for position and the concept of marriage for love. During the Victorian period, women were beginning, for the first time in history, to make choices for themselves as opposed to merely following their father’s or eldest male relative’s directives as new options became available to them through the growth of the cities. While changes were slow to come to the higher social classes, change was evident in the reasons by which they selected their marriage partner. Even as far in the country as Catherine lives, there existed a struggle between the traditional idea of marriage for family positioning, the emerging concept of marriage for personal gain and the also newly emerging concept of marriage for love. This struggle is most succinctly outlined in a speech Catherine makes to her maid in chapter nine: This is nothing, cried she: I was only going to say that heaven did not seem to be my home; and I broke my heart with weeping to come back to earth; and the angels were so angry that they flung me out into the middle of the heath on the top of Wuthering Heights; where I woke sobbing for joy. That will do to explain my secret, as well as the other. Ive no more business to marry Edgar Linton than

The ubiquitin system, disease and drug discuvary Essay

The ubiquitin system, disease and drug discuvary - Essay Example Ub as a protein is heat stable in nature that formulate into a compact global structure. Ub can be seen in all cells and has the capability to exist in free form or with other cells in a complex nature. When existing with other cell it is attached to protein in a covalent state along the glycine at the C-terminal end of ubiquitin and lysine. However, single ubiquitin molecules can be seen conjugated with lysine of these protein.Ub has a role to play in many cell processes. For example, during the GI phase of mitosis,Ub is coupled to the cyclin protein, thus play an important role in regulating the cell cycle. The coupling of Ub is also seen in, DNA repair, the regulation of transcription, programming cell death and embryogenesis. It is a family of genes which encodes Ub and has fusion proteins as it translation products. The protein in Ub exists in a linear chain of amino acids. This linear chain of amino acids can degrade over time and it is called protein - turnover. The concentration of protein in the cell is determined by the balance between the synthesis and protein degradation in a cell. It has been understood by studies on protein turnover rate that some protein are short lived where as others live for long duration. Majority of protein in the cell is comprised of long lived protein. However, the main regulatory are the shorlived protein but they are abnormal proteins. The short-lived protein are easily prone to degradation because they get partially unfold. The Ub by regulating degradation of certain protein regulate the protein turnover in a cell. This kind of regulatory action is necessary in a cell. The regulating protein degradation has the ability to avoid a protein which regulates other necessary function in a cell. This kind of control is necessary in a cell as the disposal of this kind of regulatory protein helps in the cessation of processing of the regulatory protein. Inactivation of protein is also performed by

Felix Longorias Wake Essay Example | Topics and Well Written Essays - 250 words

Felix Longorias Wake - Essay Example In fact, it states that the wake could not be held because whites would not like it. This event catapulted the fight against discrimination of the Mexican- American overnight. The controversy helped build careers of some politicians while also bringing to an end the life of others. The resultant effect of the action was the fight for recognition. The purpose of the book is to create the picture of the events that occurred in the struggle against racism which includes events surrounding the life of Felix Longoria. The book is organized in a structural way including the development of the plot. The book can be read with ease, but has several repetitions that make it boring for readers especially when rereading the book. The book is essential when addressing the social issues affecting the American society including the current status of the country. It elaborates the issue of racism and the steps undertaken to combat racism. The focus of the book is on the Mexican Americans and their struggle for identity and rights. The book is excellent especially for students studying the American society and the impact of various rights’

CONTEMPORARY CASES IN PUBLIC POLICY Essay Example | Topics and Well Written Essays - 1500 words

CONTEMPORARY CASES IN PUBLIC POLICY - Essay Example The need to have public policy comes as a result of various events that have culminated or are likely to lead to future problems among the public. Public policy in this case gives measure and courses of action that ought to be taken in order to prevent similar issues from occurring (Howlett and Perl 2009). The United States of America has had a huge share of both internal and external problems that have necessitated creation of public policies to help individuals deal with emerging issues in the contemporary world. One of the most recent issues the American government has had to deal with is terrorism. The government has experienced terrorism attacks and threats to that effect from various extremist groups (Bacchi, 2009). The most recent round of attacks was the bombing of the World Trade Center in New York, commonly known as the twin towers, and the Pentagon on September 11th, 2001. There have been other threats of similar terrorist attacks recurring in the near future on American c itizens on the American soil as well as those in other countries considered to be allies of the US. Since the twin tower attacks on September eleventh 2001 in the United States of America, terrorism has been a very delicate issue all over the world specifically in the United States of America. In fact it is safe to say that it has been one of the biggest issues given attention by the United States of America in preventing such attacks on American soil. This has resulted in the government of the United States of America Adopting policies in a measure to combat terrorism (Le Grand, J 2003). Such policies include the surveillance policy adopted by the United States of America Government. However, in the adoption and implementation of this policy there have been various issues that surround it prompting for the need of reforms in the United States Surveillance policy (Human Rights watch, 2013). In the wake of the these terrorist attacks, the American government perceived the establishme nt of domestic surveillance policy as the best way of planning and preparing and responding to any future threats or acts of terrorism. The impact of this policy has been very huge among the citizens and various interest groups. In order to make the policy effective, several pieces of legislation had to be passed, including the USA patriot Act of 2001 and the Homeland Security Act (2002) among others alongside the Foreign Intelligence Surveillance Act (FISA) of 1978 that has undergone various amendments to make it responsive to contemporary issues in terrorism. The main aim of FISA is to collect foreign intelligence information, that is, the information which is necessary in protecting America and its allies from attacks or sabotage by other foreign countries or groups (Considine, 2005). The Patriot Act of 2001 empowered the federal government through its agencies to collect and analyze private data and information about American citizens and analyze it so as to detect any informati on linked to terrorists. The Act also gave the president more powers to act against any terrorist groups that was deemed a security threat to America and its citizens. There are various issues involved in this move by the government to access private information of its citizens. Proponents of the move argue that it is necessary because it enables the government to

The Firm and Strategic Human Resource Management Essay

The Firm and Strategic Human Resource Management - Essay Example In order to function efficiently and effectively, people must be managed well. Human resources management (HRM) is the art and science of dealing with people at work for the optimum achievement of individual, organization and society’s goals. While general management is the orchestration of all the resources, human resource management is limited to people management – their motivation, acquisition, maintenance and development. Strategic human resources management (SHRM) is defined by Boxall & Purcell (2003) as â€Å"concerned with explaining how HRM influences organisational performance. They also point out that strategy is not the same as strategic plans. Strategic planning is the formal process that takes place, usually in larger organisations, defining how things will be done. However strategy exists in all organisations even though it may not be written down and articulated. It defines the organisation’s behaviour and how it tries to cope with its environmen t.† Boxall & Purcell have been intrigued by theories and applications of SHRM that they have written several discourses on the subject including the article entitled Strategic Human Resource Management: Where have we come from and where should we be going? In this regard, this essay aims to present a brief synopsis of the paper to outline the content and to identify the nature of the discourse. A discussion of the results of the paper would be proffered in terms of stating the key claims of the findings and determining what it adds to the body of knowledge on SHRM. In addition, the findings from the article would be related sporadically with discussion from the literature in the course module. An assessment of the methods used by Boxall & Purcell would be touched on, as required. Likewise, an identification of the researchs practical implications would be determined; as well as an assessment of the strengths and weaknesses of the paper, as finale. Authors Boxall & Purcell proffered in

Political and economic concerns in global expansion of the firm Essay

Political and economic concerns in global expansion of the firm - Essay Example For example, these domestic forces are extremely powerful in advance / developed nations unlike in developing nations where enterprises are blatantly involved in employing child labor, use of unethical practices and irresponsible production methods to maximize their wealth and rate of return. The first major factor that have to be taken into account by strategic planners and top executives of a business entity when going global is accurate analysis of international business environment. Indeed, economic recession and turmoil followed by credit crunch also hampers growth and expansion of host nation’s economy. For instance, the host nation is also dependent on other developing and advance world economies for foreign trade; however, lower aggregate consumption and output reduces trade and commerce activities in such nations that later adversely impacts chosen host country’s markets. In simple words, the recession results in unemployment, poverty and low purchasing power that aggravates business scenario in chosen markets. (Daft, 2009) The second major factor is exchange rate fluctuations of host nation’s currency. Indeed, the frequent undervaluation or overvaluation of currency due to lack of appropriate foreign reserves from foreign trade may lead to exchange losses at the time of conversion. For example, if currency of Japan is undervalued against home country’s (USA) currency at the time of investment ($1 = 90 Yen), it is beneficial for a foreign nation to invest in an economy because more monetary units are received from exchange. Nevertheless, after the formation of business subsidiary if currency undervalues further ($1 = 95 Yen), it would lead to exchange losses when subsidiary firm will opt to transfer profits back to USA. In contrast, if Japanese Yen appreciates and become stronger ($1 = 80 Yen) then US firm will be advantaged

Nursing and Health Care Essay Example for Free

Nursing and Health Care Essay 1. In 1200 B.C., the ill were treated with a mixture of physical, prayer, and magic spells. Temples were health centers. From the 1st-10th century initial care was at the local bishop’s house. They had deacons and deaconesses. In the 19th century, nurses cared for patients while at the risk of exposure to disease. Nursing in hospitals expanded in the 19th century, but nursing the communities did not increase significantly until 1893 when the Henry Street Settlement opened and focused on the health needs of poor people who lived in tenements in New York City. 2. 3. Nursing is the protection, promotion, and optimization of health and abilities; prevention of illness and injury; alleviation of suffering through the diagnosis and treatment of human response; and advocacy in the care of individuals, families, communities, and populations. 4. She saw the role of nursing as having â€Å"charge of somebody’s health† based on the knowledge of â€Å"how to put the body in such a state to be free of disease or to recover from disease.† She was the first nurse epidemiologist who connected poor sanitation with cholera and dysentery. 5. There were no standards to help control disease. Nursing was not a distinct profession. 6. Florence Nightingale-implemented methods to improve battlefield sanitation, which ultimately reduced illness, infection, and mortality. Clara Barton- 1st woman to gain employment in the federal government and is the founder of the American Red Cross and tended to soldiers on the battlefield, cleansing their wounds, meeting their basic needs and comforting them in death. Dorothea Lynde Dix-School teacher, founded schools, advocate for the mentally ill, formed an army nursing corps, and organized hospitals and ambulatory services. Mary Eliza Mahoney- 1st African-American RN in the USA, concerned with relationships between cultures and races, Cofounder of The National Association of Colored People. Isabel Hampton Robb- founder of modern ANA and American nursing theory, established nursing standards, develop a grading policy, author of nursing textbooks. Lillian Wald and Mary Brewster opened the Henry Street Settlement. 7. Theories are designed to explain a phenomenon such as self-care or caring. A nursing theory is a conceptualization of some aspect of nursing that describes, explains, predicts, or prescribes nursing. It helps to identify the focus, means, and goals of practice. Theories give us perspective for assessing our patients’ situations and organizing data and methods for analyzing and interpreting information. Integration of theory into practice is the basis for professional nursing. PROFESSIONALISM 1. Caring, Competence, Collaboration, Critical thinking, Commitment to Holistic care, Integrity, Responsibility, and Accountability. 2. A profession requires a basic liberal foundation and an extended education of its members, it has a theoretical body of knowledge leading to defined skills, abilities, and norms, it provides a specific service, members of a profession have autonomy in decision making and practice, and the profession as a whole has a code of ethics for practice. 3. LPN Associate Degree in Nursing (ADN)- 2 year program that focuses on the basic sciences and theoretical and clinical courses related to the practice of nursing. Bachelor of Science in Nursing (BSN)- 4 year programs that focuses on the basic sciences; theoretical and clinical courses; and courses in the social sciences, arts, and humanities to support the nursing theory Master’s Degree- is important for the roles of a nurse educator and nurse administrator, and it is required for an advanced practice registered nurse Doctoral * Doctor of Philosophy (PhD)- Emphasize more basic research and theory and research-oriented * Doctor of Nursing Practice (DNP)- practice-focused and provides skills in obtaining expanded knowledge through the formulation and interpretations of evidence-based practice 4. Caregiver- help patients maintain and regain health, manage disease and symptoms, and attain a maximal level function and independence through the healing process. Advocate- protect your patient’s human and legal rights and provide assistance in asserting these rights if the need arises. Educator- explain concepts and facts about health, describe the reason for routine care activities, demonstrate procedures such as self-care activities, reinforce learning or patient behavior, and evaluate the patient’s progress in learning. Communicator- it allows you to know your patients’ strengths, weaknesses, and their needs. Without it you cannot give comfort and emotional support, make decisions with patients and families, give care effectively, protect patients from threats to well-being, coordinate and manage patient care, assist in patient rehabilitation, or provide patient education. Manager- uses appropriate leadership styles to create a nursing environment for the patients and staff that reflect the mission and values of the health care organization. 5. Licensure- Must pass NCLEX to receive license. This provides a standard minimized knowledge base for nurses. 6. Certified by national nursing organizations in about 20 specific areas of nursing practice. After passing an exam, maintain certification by completing CEU’s. 7. According to Benner, an expert nurse passes through five levels of proficiency when acquiring and developing generalist or specialized nursing skills. Novice-beginning nursing student learns via a specific set of rules or procedures. Advanced Beginner-Nurse has had some level of experience, may be observational, but is able to identify meaningful aspects or principles of nursing care. Competent- establish long-range goals, and has been in the same position for 2-3 years with an understanding of organization and specific care required by the type of patient. Proficient- Same clinical position for 2-3 years, focuses on managing care, and is able to assess an entire situation and can readily transfer knowledge gained from multiple previous experiences to a situation. Expert-can focus on multiple dimensions of a situation and has an intuitive grasp of an existing or potential clinical problem. Skilled at identifying patient-centered problems and problems related to the health care sys tem. 8. 9. Advanced Practice Nurse-most independent nurse, has master’s degree in nursing; advanced education in pathophysiology, pharmacology, and physical assessment; and certification and expertise in a specialized area of practice-clinical nurse specialist, certified nurse practitioner, certified nurse midwife, and certified RN anesthetist. Nurse Educator-works primarily in schools of nursing, staff development department of health care agencies, and patient education departments. Must have experience in clinical practice to provide them with practical skills and theoretical knowledge. Nurse Administrator- manages patient care and the delivery of specific nursing services within a health care agency. Examples: assistant nurse manager, nurse manager, house supervisor, director of nursing, and chief nurse executive or vice president. Nurse Researcher- investigates problems to improve nursing care and further define and expand the scope of nursing practice. 10. National League for Nursing-advances excellence in nursing education to prepare nurses to meet the needs of a diverse population in a changing health care environment. American Nurses Association- improves standards of health and availability of health care, to foster high standards for nursing, and to promote the professional development and general and economic welfare of nurses. International Council of Nursing- promote national associations of nurses, improving standards of nursing practice, seeking higher status for nurses, and providing an international power base for nurses. National Student Nurses Association/ Student Nurse Association of PA- consider issues of importance to nursing students such as career development and preparation for licensing. Specialty Organizations- seek to improve the standards of practice, expand nursing roles, and foster the welfare of nurses within specialty areas. Publish journals and present educational programs. 11. 12. Problem-solving approach to clinical practice that involves the conscientious use of current best evidence, along with clinical expertise and patient preferences and values in making decisions about patient care. 13. Ask a clinical question that is problem focused. Collect the most relevant and best evidence. Critically appraise the evidence you gather. Integrate all evidence with one’s clinical expertise and patient preferences and values in making a practice decision or change. Evaluate the practice decision or change. Share knowledge. LEGAL ISSUES IN NURSING PRACTICE 1. Statutory Law- written by state legislature and U.S. Congress-may be a civil or criminal offense. Civil laws protect the rights of individuals within our society and provide for fair and equitable treatment when civil wrongs or violations occur. Fines or community service and examples are malpractice or negligence. Criminal laws protect society as a whole and provide punishment for crimes, which are defined as municipal, state, and federal legislation-felony or misdemeanor. Administrative Law (Regulatory Law)-reflects decisions made by administrative bodies such as State Boards of Nursing when they pass rules and regulations. Common Law-results from judicial decision made in courts when individual legal cases are decided-informed consent, patients right to refuse treatment, negligence, and malpractice. 2. Federal laws- body of laws that were created by the federal government of the country. Emergency Medical Treatment and Active Labor Law (EMTALA)- when patient comes to emergency department an appropriate medical screening occurs within the capacity of the hospital- cannot discharge or transfer patient until they are stable. The Health Care Quality Improvement Act of 1986. Patient Bill of Right- became patient care partnership given out to patients. The Americans with Disabilities Act (ADA)- prohibits discrimination and ensures for persons with disabilities equal opportunities in employment, state and local government services, public accommodations, commercial facilities, and transportation. People with HIV do not have to disclose their disability. Patient Self-Determination Act (PSDA)-requires health care institutions to provide written information to patients concerning their right under state law to make decisions including the right to refuse treatment and formulate advance directives. Patients records need to document whether or not the patient has signed an advance directive. For living wills or durable powers of attorney for health care to be enforceable, the patient must be legally incompetent or lack to the capacity to make decisions regarding health care treatment. Health Insurance Portability and Accountability Act (HIPAA)-protects individu als from losing their health care insurance when changing jobs by providing portability. These rules create patient rights to consent to the use and disclosure of their protected health information, to inspect and copy one’s medical record, and to amend mistaken or incomplete information. State Laws-Mandatory Reporting Laws-communicable diseases, school immunizations, suspected neglect and abuse, legal immunity provided to the reporter, may face civil or criminal action if nor reported. Good Samaritan Laws-limit liability and offer legal immunity if a nurse helps at the scene of an accident. Nurse Practice Act- describe and define the legal boundaries of nursing practice within each state. Scope of Practice-perform a procedure in which you have training for, distinguishes between nursing and malpractice. 3. RN-licensed and educated in nursing process and critical thinking; responsible for who you delegate to. LPN- licensed but does not cover assessment of patient. Can collect data but must give to nurse. NA/PCT- not licensed 4. Standards of care are set by ANA and are the legal requirements for nursing practice that describe the minimum acceptable nursing care. Nurse practice act defines scope of nursing practice, distinguishing between nursing and medical practice and establishing education and licensure requirements for nurses. Internal-Standards defined within hospital. External- developed by ANA and TJC-accredited body of the hospital-health department. 5. Established to help accredited organizations address specific areas of concern in regards to patient safety. Identify patients correctly. Improve staff communication. Use medicines safely. Prevent infection. Identify patient safety risks. Prevent mistakes in surgery. 6. Advance directive include living wills, health care proxies, and durable powers of attorney for health care. They are based on values of informed consent, patient autonomy over end-of-life decisions, truth telling, and control over the dying process. 7. Living wills represent written documents that direct treatment in accordance with a patient’s wishes in the event of a terminal illness or condition. The patient is able to declare which medical procedures he or she wants or does not want when terminally ill or in a vegetative state. Durable Power of Attorney for health care is a legal document that designates a person or persons of one’s choosing to make health care decisions when the patient is no lo nger able to make decisions on his or her own behalf. 8. 9. 10. Negligence is conduct that falls below a standard of care. Courts define negligence cases as the degree of care that an ordinarily careful and prudent person would use under the same or similar circumstances. 11. Malpractice is a type of negligence and is often referred to as professional negligence. When nursing care falls below a standard of care, nursing malpractice occurs. 12. Assault- any action that places a person in apprehension of a harmful or offensive contact without consent. Battery-any intentional touching without consent. False Imprisonment-unjustified restraint of a person without legal warrant and requires the patient be aware of confinement. Defamation of Character- publication of false statements that result in damage to a persons’ reputation. Invasion of Privacy- the release of a patient’s medical information to an unauthorized person such as a member of the press, the patient’s employer, or the patient’s family. Breach of Confidenti ality-

Health Care Associated Infections Essay Example for Free

Health Care Associated Infections Essay Did you know that healthcare associated infections are in the top ten leading causes of death in the United States? According to Agency for Healthcare Research and Quality (2010), â€Å"Healthcare-associated infections, also known as HAI’s are the most common complication of hospital care, resulting in 1.7 million infections and ninety-nine thousand deaths each year.† It is unfortunate that so many people suffer each year from infections that could be easily prevented. Slide2 Today my goal is to share some information with you about Healthcare associated infections and hopefully together we can all make a difference by reducing these alarming statistics. To start off I’m going to explain what Healthcare Associated Infections are and then I will go over the different types. Next I am going to go over a couple of the more common pathogens in healthcare associated infections. Following that I would like to talk about the preventive measure that all health care workers should be following to prevent future Healthcare associated infections. (Slide 3) According to Wilkinson and Treas (2011), A Healthcare Associated Infection is an infection related to healthcare given in any setting such as a hospital, during home-care, long-term care, and ambulatory settings. Infections may be spread from one patient to another simply because the healthcare provider failed to wash their hands or wear the proper personal protective equipment. Infections are also commonly spread by devises used during a medical procedure and anything else the patient may come in contact with that has not been properly cleaned such as a call bell or side rail. For instance say you have a patient with MRSA and one of their family members leave the room failing to wash their hands, goes to the front desk to ask for a glass of water for the patient in the mean time she placed her contaminated hands on the desk. Following that a nurse stops by the front desk also placing her hands on the desk then goes in to see a patient and fails to wash her hands prior to patient contact. Now we have just spread the infection and sadly another patient has acquired a healthcare associated infections. Patients whom acquire healthcare associated infections typically have longer duration of recovery time and medical cost are increased drastically. There are many different types of Healthcare Associated Infections, there is Surgical Site Infection (SSI), Central Line Associated Bloodstream Infections (CLABSI), catheter associated infection (UTI), and ventilator associated phenomena (VAP). (Slide 4) Surgical Site Infection A surgical site infection, also known as SSI, is an infection that occurs after surgery in whatever part of a person’s body that the surgery took place. There are three main types of SSI’s. There is superficial incision SSI, which transpires between the integument and subcutaneous tissue. Next is deep incision SSI, taking place at deep tissues such as muscles. The third type is called organ/space SSI, which occurs inside the body at an organ or the open space inside the body around the surgical site. All Surgical infections typically occur within thirty days of the surgical procedure expect in cases of implants, which then surgical site infections can take place with in one year. According to the Center of Disease Control (2012), infections develop in about 1 to 3 out of every 100 patients who have surgery. These infections are not only lengthening hospital stays, but adding unnecessary medical expenses, and are also responsible for unnecessary deaths and long-term disa bilities. (Slide 5) CLABSI Another type of Healthcare associated infection occurs at a central line also known as a catheter line, which is a tube used to draw blood, give medication or fluids through a large vein such as the jugular vein or subcalavian vein. A central line associated blood stream infection is caused when bacteria, or any type of germ enters the blood from the central line, which then causes an infection in the blood stream. –Slide 6- According to The American Surgeon (2011) Nosocomial blood stream infections are one of the leading causes of death in United States hospitals. As stated in the U.S. Department of Health and Human Services (2012), In 2011 there were thirty-seven central line associated blood stream infections reported at Halifax Health Medical Center. (Slide 7) CA-UTI A different type of Healthcare related infection is a catheter associated urinary track infection. This type of infection occurs when the patient has a urinary catheter in place and bacteria or fungus travel up the tubing. The infection can take place any where in the urinary system from the urethra to the kidneys. The longer the patient has the catheter in place the more they are at risk for getting a UTI. The U.S. Department of Health and Human Services reported that one in ever two thousand patients who were cared for at Bert Fish Memorial in New Smyrna Beach acquired a catheter associated infection. (Slide 8) VAP Then there are the ventilator-associated phenomena’s, which is an infection that occurs in the lungs due to contaminated ventilation equipment. Patients who are on ventilators are already weakened due to another form of illness and their immune systems are typically compromised making it difficult for their bodies to cope with trying to fight yet another issue. According to Wilkinson and Treas (2011), ventilator associated infection are associated with high mortality rate. Last year alone there were approximately thirty-six thousand reported cases of ventilator-associated infections. (Slide 9) Pathogens Two of the more common types of pathogens in nosocomial infections are Coagulase-negative staphylococci also known as CoNS and methicillin-resistant Staphylococcus aureus also known at MRSA. CoNS typically causes catheter related ifections since catheters are not easly removed and cleaned it often makes it complicated to treat. CoNS are also known to be resistant to most forms of antibiotics. According to the European Journal Of Clinical Microbiology Infectious Diseases (2011), CoNS infection prolongs treatment with antibiotics and hospital stay by approximately twelve days or up to two and a half weeks. MRSA is a staph germ that is difficult to cure. If MRSA enters the blood stream it can spread any where through out the body, including bones, and organs. According to Clinical Infectious Disease (2012) MRSA infections kill nineteen thousand hospitalized American patients annually. Out of all the MRSA cases, 86% of them are healthcare aquired. (Slide 10) Preventive measures All of these infections could be prevented if we take initiative to follow the proper protocol. One the simplest and most important preventive measures is washing your hands before and after entering a client’s room. Sadly many health providers fail to do this. These infections could be prevented as long as the healthcare team uses proper aseptic techniques. In 2010 Florida’s Department of Health started up a program called the HAI prevention program. One of their main goals is to prevent and decrease the healthcare related infection rates in Florida’s hospitals and long-term care facilities. With in a five-year period the US Department of Health and Human Services plans on reducing Blood stream infections in Florida by 50-70%. That’s a good start, but I believe we should all strive to eliminate all healthcare related infections. A few preventive measures are, if a medical supply accidentally becomes contaminated through it out and start fresh, as soon as our patients are well enough to have catheters removed notify the doctor so that they can be removed promptly, and always wash your hands before and after patient contact and remind others to wash their hands as well. (Slide 11) Conclusion In closing I am sad to say it, but many healthcare providers are in violation of the first rule of health care, Do No Harm. Our patients are coming to us to be relieved of their illnesses not to acquire new ones. So if we could all just follow the simple preventive measures such as washing our hands before and after assisting our patients we all can make a difference. Just think that fifteen seconds it took you to wash your hands may have just saved a life. References Agency for Healthcare Research and Quality. (2010) Ending healthcare-associated infections. Retrieved from http://www.ahrq.gov/qual/haicusp.htm Boucher, H. Corey, R. (2008). Epidemiology of Methicillin-Resistant Staphylococcus aureus. Oxford Journals. 46(5), 344-349. Retrieved from http://cid.oxfordjournals.org Florida state plan to address healthcare-associated infections. (n.d.). Retrieved from http://www.cdc.gov/HAI/pdfs/stateplans/fl.pdf Kordek, A. (2011). Concentrations of procalcitonin and C-reactive protein, white blood cell count, and the immature-to-total neutrophil ratio in the blood of neonates with nosocomial infections: Gram-negative bacilli vs coagulase-negative staphylococci. European Journal Of Clinical Microbiology Infectious Diseases: Official Publication Of The European Society Of Clinical Microbiology, 30(3), 455-457. Retrieved from http://web.ebscohost.com/ehost/ Smith, J., Egger, M., Franklin, G., Harbrecht, B., Richardson, J. (2011). Central line- associated blood stream infection in the critically ill trauma patient. The American Surgeon, 77(8), 1038-1042. Retrieved from http://web.ebscohost.com/ehost Wilkinson. Treas. (2011). Fundamentals Of Nursing. Philadelphia, PA: F.A. Davis.

Effect of Socioeconomic Stress on Family Health

Effect of Socioeconomic Stress on Family Health Revisions and Literature Review Tiffany Stewart Socioeconomic status is defined â€Å"as the social standing or class of an individual or group. It is often measured as a combination of education, income, and occupation† (American Psychological Association, 2014). There are higher and lower socioeconomic statuses (SES) that can have a big effect on a family’s health. In 2012, research showed that one in five children lived below the federal poverty line (Noble et al., 2012). Family resources such as â€Å"income, parent’s education and health can have a direct and indirect benefit for children† (Thompson, 2014, p. 42). Families in lower SES have poor physical and mental health compared to families in higher SES. When a family lives in a lower SES, there are more stressful life events that affect the whole family. Stress can be defined as â€Å"a complex psychobiological process with biological, emotional, mental, and behavioral consequences, all of which influence one another† (Thompson, 2014, p. 46). Children and adolescents are at an age where they are not able to provide their own socioeconomic status. This is left up to the parents, which can have big effect on the child’s developmental outcomes at the current age and later in life (Hackman Farah, 2009). Research has shown that when a stressful life event occurs, catecholamines and glococorticoids are mediated (Lupien, King, Meaney, McEwen, 2000). When glucocorticoid response to stress in a short amount of time, this is an adaptive function that is normal. When glucocorticoid has increased for long periods of time, this can be associated with different depressive symptoms (Lupien et al., 2000). There is also other research on how stress from the mother will affect the child once born. The fetus is left exposed to the mother’s diet, emotions, and environmental influences that can have effect on development (Thompson, 2014). The fetus is very sensitive to maternal stress. If the mother is under a lot of stress during pregnancy, the child will have a greater reactivity to stress once born (Thompson, 2014). One study showed that when the fetus was exposed to maternal cortisol, seven year old girls had emotional difficulties and a larger volume in the right amygdale (Thompson, 2014). After a child has been born and has been under a lot of stress, the hypothalamic-pituitary-adrenocortical (HPA) axis does not function the way it should. The HPA axis is a human’s central stress response system. The neurological circuitry is changed to how the body response to stress. This will happen when the child is exposed to stressful event on multiple occasions to change the sen sitivity of the HPA system (Thompson, 2014). The way the hypothalamic-pituitary-adrenal system is supposed to work in individuals that are not exposed to large amounts of stress is by the â€Å"release of steroid hormone cortisol from the adrenal gland† (Essex, Klein, Cho Kalin, 2002, p. 777). Cortisol (stress hormone) has a big influence on brain function. When cortisol is released during stressful experiences, this will enhance an organism’s ability to adapt in those times (Essex et al., 2002). Elevated levels cortisol that happens multiple times during the early years will cause physiologic effects later in the individual’s life. These effects include â€Å"increased resistance to the effects of insulin, promotion of obesity, impaired memory via effects on hippocampal neurons, and altered immune responses† (Essex et al., 2012, p. 777). Behavior can also tie into the disruptive HPA axis activity when stress occurs. These behaviors include how the child is â€Å"coping, cognitive and attention problems, poor emotional regulation, and difficulty in social functioning† (Thompson, 2014, p. 45). These behavior problems have associations for children’s academic functioning as well as building relationships with other children and adults. Children that have been exposed to stressful events multiple times in their early life show academically that they have a hard time concentrating, remembering things, and controlling their own thinking. With relationships, children have â€Å"heighten emotional reactivity and weaken emotional self-regulation† (Thompson, 2014, p. 45). Stress in general is part of every person’s life. A normal amount of stress is nothing to worry about and necessary to survive. Stress does occur at a young age, and this will help to develop coping skills and learn how to adapt to stressful situations that will occur throughout the lifetime (Middlebrooks Audage, 2008). Parents are the ones that should help the children learn how to deal with stress in a healthy way. When stress is not dealt in a healthy way, there can be short and long-term health effects. Research has shown that there are three different types of stress that a person can go through in their life. These three include positive stress, tolerable stress, and toxic stress. Positive stress is from negative experiences that are short-term (Middlebrooks Audage, 2008). Examples of positive stress are when children start a new school, or when someone else takes a toy away from them. The health effects include heart rate being increased and hormone levels changing. This type of stress is normal and the parents can help the child learn how to cope with it as a developmental process (Middlebrooks Audage, 2008). Tolerable stress is from a negative experience that impacts the child more than positive stress but is still short-term. Examples of tolerable stress include dealing with a death of a family member, or the parents are separating (divorce) (Middlebrooks Audage, 2008). As long as the child has support from a family member or someone close to the child, he/she is usually able to learn how to deal with experience in a healthy way. If the child learns to deal with the experience in a healthy way, it will turn into possible stress. If the child is unable to deal with the experience, this can turn into toxic stress that will have long-term health effects (Middlebrooks Audage, 2008). Socioeconomic stress falls under the category of toxic stress. This kind of stress is from negative experiences that can continue for long periods of time. Other examples include neglect and abuse (Middlebrooks Audage, 2008). When toxic stress occurs, brain development and functioning will be disrupted. Health problems can also occur that have the capacity to be long-term. There is research that has shown how brain development is effected by long-term stress like socioeconomic stress. Brain development is a process that starts to take place during pregnancy. Factors that influence brain development include genetics and the environment that the mother is in. The toxic stress on brain development can impair the connection of brain circuits and lead to developing a smaller brain (Middlebrooks Audage, 2008). The circuits in the brain can cause a child to not be able to handle stress. The child will overreact to conflicting experiences that occur in his/her life. High levels of cortisol (stress hormone) can also damage the hippocampus that affects learning and memory that can continue into adulthood. There is even research that has shown that high levels of stress hormones can restrain the immune response in the body. The individual can end up with different infections and health problems (Middlebrooks Audage, 2008). Socioeconomic status has shown that there are negative effects on the developing brain. This includes regions of the brain responsible for language, and stress hormones. Linguistic exposure at a young age has been linked with developmental differences in language regions in the left hemisphere of the brain (Noble, Houston, Kan, Sowell, 2012). The left temporal, temporo-occipital and the frontal cortices are responsible for the development of language skills (Noble et al., 2012). Depending on the SES of the parents that are raising children in those environments will effect what kinds of resources are available to develop those regions of the brain. Higher SES families use parent-child reading activities and have multiple books available to help the child learn language skills compared to families that live in lower SES. Two fMRI studies have shown SES differences with children in two different parts of the left hemisphere for language. These include the functions of the left fusifor m and the left inferior frontal gyrus (Noble et al., 2012). Children from lower SES tend to show a difference in how they experience stressful events reflected in hormonal markers of stress (Noble et al., 2012). Research on stress in animals and humans has shown negative effects on the hippocampus, amygdale, and the anterior cingulated cortex in the medial prefrontal cortex (Noble et al., 2012, p. 518). These areas of the brain are critical for developing memory, socio-emotional processing, and cognitive control/self-regulation. An fMRI study showed that children in lower SES will more likely have a smaller hippocampus (Noble et al., 2012). The background information provided in the paper has shown that during pregnancy, a fetus can be affected by the socioeconomic stress the mother is dealing with. With this research, it has shown that the stress the parents deal with in their daily lives disrupts the development the child goes through mentally and physically. Socioeconomic status is usually defined by family education, occupation, and income level (Noble et al., 2012). The fetus is very sensitive to the stress the mother goes through which will affect child when they are born. The child will then have a greater reactivity to stressful situations (Thompson, 2014). This area of research is a problem since there is known information of how the stress does affect the child even before they are born. If the socioeconomic stress is affecting the child’s development, will this affect the child later in life? The purpose of this study is focus on socioeconomic stress and the effects it has on a child’s developing brain later in life. There is a lot of research on what happens to the brain of a developing child when there is a lot of stress being exposed to him/her. Research has shown that children that are sensitive to stress from environmental factors when they are born will have higher cortisol levels (stress hormone). What has gaps in the research is if the high levels of cortisol (stress hormone) in a young child will determine mental health problems later in the individual’s life. The only research on this area is very general and does not specifically explain mental health problems that can occur. The only specific research in this area mentions how children will have behavior and academic problems as they get older. The purpose of the study will include children at the ages of 5-10 to determine if they are experiencing mental health problems from the socioeconomic stress they experienced during pregnancy and at birth. Women in the second trimester will also need to be included to look back on the kind of stress they were experiencing that could affect their children in low SES. The mothers and the children at one month would also need to be looked at. The cortisol levels would be tested by a saliva sample from the children at the ages of 5-10. Starting with pregnancy and going to the ages of 5-10 will track maternal stress from infancy to childhood and the mental health problems that can occur from it. Essex, Klein, Cho, and Kalin (2002) also did a study on maternal stress and how it affects children later in life. This study was only one to observe mother’s during pregnancy and continue until the child was four and a half years old. The author’s results showed that elevated cortisol levels appear to predict dysregulated behavior and mental disorders (Essex et al., 2002). Other findings also included how â€Å"maternal stress may increase the vulnerability of the developing child’s HPA system to later stress exposure† (Essex et al., 2012, p. 780). Since little research has started with maternal stress, it is important that further research is done to show that there is an effect on children’s mental health later in life. There research only covered socioeconomic stress, maternal stress, and cortisol level. This leaves out other factors (e.g. genetics) that could cause children mental health problems later in life. The question that would need to b e addressed is what other factors could have an effect on children’s mental health later in life. References American Psychological Association (2014). Socioeconomic status. Retrieved from http://www.apa.org/topics/socioeconomic-status/ Essex, M. J., Klein, M. H., Cho, E., Kalin, N. H. (2002). Maternal stress beginning in infancy may sensitize children to later stress exposure: Effects on cortisol and behavior. Biological Psychiatry, 52(8), 776-784. doi:10.1016/S0006-3223(02)01553-6 Hackman, D. A., Farah, M. J. (2009). Socioeconomic status and the developing brain. Trends in Cognitive Sciences, 13(2), 65-73. doi:10.1016/j.tics.2008.11.003 Lupien, S. J., King, S., Meaney, M. J., McEwen, B. S. (2000). Child’s stress hormone levels correlate with mother’s socioeconomic status and depressive state. Biological Psychiatry,48(10), 976-980. doi:10.1016/S0006-3223(00)00965-3 Middlebrooks, J.S., Audage, N.C. (2008). The effects of childhood stress on health across the lifespan. Atlanta (GA): Centers for Disease Control and Prevention, National Center for Injury Prevention and Control. Noble, K. G., Houston, S. M., Kan, E., Sowell, E. R. (2012). Neural correlates of socioeconomic status in the developing human brain. Developmental Science, 15(4), 516- 527. doi:10.1111/j.1467-7687.2012.01147.x Thompson, R. A. (2014). Stress and child development. The Future of Children, 24(1), Retrieved from http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/1539237845?acco untid=3783

The Mystery of the Pyramids Essay -- Exploratory Essays Research Paper

Why ask why the Great Pyramid was built? Because it is the most massive building on the planet, at least twice the volume and thirty times the mass of the Empire State Building. Because it is aligned to the true cardinal points of the compass even though no compass is known to have existed at its time of construction. Because its masonry which weighs up to seventy tons is joined to the fiftieth of an inch. Because its casing stones were polished to the standard of modern optical work. Why was such an enormous undertaking, combined with such incredible accuracy, deemed necessary for the construction of a mere tomb and funerary ornament to a dead king who never occupied it? It is an enormous undertaking for such a seemingly useless building - a building that is thought of by most to be a house for a dead pharaoh. But there are other reasons to question why the Great Pyramid and indeed why any of the thirty or so pyramids were built than simply because of its immense size, features, and effort that must have been involved in its construction. A large amount of theories exist that speculate about its "true" or other functions. Is the Great Pyramid an astronomical observatory, a huge public works project, the Bible written in solid stone, a prophetic work, or an energy collector? Who designed and built the Great Pyramid? God, Thoth, a past civilization, or space aliens? It is these questions that will be examined so that we can gain a better understanding of why such seemingly enormous undertakings of pyramid construction were ever carried out. Why do some believe that the Great Pyramid (or the pyramid of the pharaoh Khufu or Cheops) at Ghiza was designed with clear mathematical links between the Pyramid's dimensions and the Ea... ...ris. The Pyramids. New York : Hippocrene Books , 1988. De Jager, Cornelius. "Adventures in Science and Cyclosophy." Skeptical Inquirer Winter 1992. Hadingham, Evan. "Pyramid Schemes . " The Atlantic November 1992 . Hamblin, Dora Jane. "A Unique Approach to Unraveling the Secrets of the Great Pyramids . " Smithsonian April 1986 . Lemesurier, Peter. The Great Pyramid Decoded. Longmead: Element Books Ltd.: 1989. Mendelssohn, Kurt. The Riddle of the Pyramids. New York: Praeger Publishers: 1974. Stiebing, William H. Jr.. Ancient Astronauts, Cosmic Collisions, and other Popular Theories about Man's Past. Buffalo: Prometheus Books: 1984. Tompkins, Peter. Secrets of the Great Pyramid. New York : Harper & Row: 1971. Works Consulted Trachtenberg, Marvin. Architecture From Prehistory to Post-Modern New York: Hary N. Abrams, Inc.: 1986.

Characterization in Hamlet :: essays research papers

â€Å"In some respects we can know fictional characters even better than we know people.† The author of Literature, Structure, Sound, and Sense makes an important point about fictional characters. An author can â€Å"make† or â€Å"break† a story by how they portray the characters as well as how relatable they are. An author can also make a story interesting by using different types of characters, as well as following the three principles of a good character. Shakespeare uses these concepts in Hamlet to brilliantly display his characters and allow readers to relate to each of them. The protagonist in this play is Hamlet. Hamlet is a character presented indirectly, because readers are not told explicitly who Hamlet is. Throughout the story readers learn new things about him. Hamlet even tells other characters in the story that there is more to him than they know. Even at the end of the story readers may not feel like they completely understand Hamlet. Hamlet is also a round character. Hamlet is a very complex individual, who is philosophical as well as contemplative. Readers see many sides of Hamlet, from his â€Å"love† with Ophelia in the beginning and then his carefree approach to her later, as well as his passionate fight for revenge over his father’s death. Hamlet also develops during the entire play. Readers at first see Hamlet’s disbelief when confronted by the ghost but through some investigating, mainly the play used to prove Claudius’ guilt, Hamlet finally comes to realize that his uncle really did kill his father. Hamlet also follows the three principles of a good character: consistent, motivated, and plausible. Hamlet is consistent throughout the whole story. Even when readers see him change and develop, it is because of a significant event in the story. An example of this is the change in actions towards Ophelia. Hamlet starts out treating Ophelia lovingly, but because of her rudeness to him he starts to back off. He is also motivated, as he attempts to find his father’s killer and seek revenge. Hamlet is also a plausible character. He is not completely removed from human nature, as readers see him struggle with emotions and revenge. He also is not the â€Å"perfect† human as he is subject to rage and impulses. This character is essential to this story because he is the protagonist. Without Hamlet there is no story.

Analysis of Women Hold Up Two-Thirds of the Sky :: Women Hold Sky Papers

Analysis of Women Hold Up Two-Thirds of the Sky The essay " Women Hold Up Two-Thirds of the Sky - Notes for a Revised History of Technology " was written by Autumn Stanley in 1983. She begins with a few quotes, which are extremes in sexist views on history and technology. She then states the purpose of her article. The purpose is to imagine what this revised history would look like. She makes the claim that the " very definition of technology would change , from what men do to what people do." By doing this, she makes the broad assumption that the majority of people define technology as what men "do". In no way does she back up this definition; you'd be hard-pressed to find it in a dictionary. While I understand that the author has the right to define certain terms for the purposes of her article, she should base these in reality, using outside sources. This broad assumption is problematic from the very beginning, meaning that there are problems throughout the article whenever this assumption is implied. She does this several times throughout the article, stating her own definition, and assuming that the reader shares it, or doesn't want to think about it enough to disagree, as they are often extremist or full of holes. She states that the definition of significant technology would also change. Once again, there is the problem of her broad brush strokes in saying what the accepted definition of technology is. Although she never explicitly says these definitions are accepted, in the context of a sociological critique, it is implied. Apparently, significant technology of today focuses on war and machinery, while it should focus on medicine, advances in food science, child care, and environmentally-friendly technologies. When the author says this, she is ignoring massive amounts of technology. While in 1983 computer technology was not nearly what it was today, the fact that she completely leaves it out because it doesn't help with child-rearing left a bad taste in my mouth. In addition to that, these days it most certainly does help with all the things she listed. She only skims the surface of the technologies; how can one talk about food preservatives without talking about war (MREs - Me als Ready to Eat) or industry (canning and processing, for example. Analysis of Women Hold Up Two-Thirds of the Sky :: Women Hold Sky Papers Analysis of Women Hold Up Two-Thirds of the Sky The essay " Women Hold Up Two-Thirds of the Sky - Notes for a Revised History of Technology " was written by Autumn Stanley in 1983. She begins with a few quotes, which are extremes in sexist views on history and technology. She then states the purpose of her article. The purpose is to imagine what this revised history would look like. She makes the claim that the " very definition of technology would change , from what men do to what people do." By doing this, she makes the broad assumption that the majority of people define technology as what men "do". In no way does she back up this definition; you'd be hard-pressed to find it in a dictionary. While I understand that the author has the right to define certain terms for the purposes of her article, she should base these in reality, using outside sources. This broad assumption is problematic from the very beginning, meaning that there are problems throughout the article whenever this assumption is implied. She does this several times throughout the article, stating her own definition, and assuming that the reader shares it, or doesn't want to think about it enough to disagree, as they are often extremist or full of holes. She states that the definition of significant technology would also change. Once again, there is the problem of her broad brush strokes in saying what the accepted definition of technology is. Although she never explicitly says these definitions are accepted, in the context of a sociological critique, it is implied. Apparently, significant technology of today focuses on war and machinery, while it should focus on medicine, advances in food science, child care, and environmentally-friendly technologies. When the author says this, she is ignoring massive amounts of technology. While in 1983 computer technology was not nearly what it was today, the fact that she completely leaves it out because it doesn't help with child-rearing left a bad taste in my mouth. In addition to that, these days it most certainly does help with all the things she listed. She only skims the surface of the technologies; how can one talk about food preservatives without talking about war (MREs - Me als Ready to Eat) or industry (canning and processing, for example.

English is a second language Essay

For many poets, English is a second language. Many poets feel trapped between two cultures. Choose 3 poems we have studied which show this. The collection of three poems I have chosen to use give an in-depth incite into the fears and feelings that an outsider goes through after settling in to a new country. The cultural differences between the poet’s home countries and their new home country become very clear and this major life change is mainly what fuels their discontent. All three of the poems give the impression that the poet is unattached and that they feel as if they are not a member of any nation. All these problems are shown in the three poems and by the end of each poem the reader almost feels as if they have some role to play in this person feeling so alone. The first of the three poems is called, â€Å"Search for my tongue,† and it is about the poet searching herself for her mother tongue. The poem starts with a sense of bereavement as the poet mourns the loss of her mother tongue. The first few lines give the sense that the poet is proud of her roots and that her mother tongue is one of the only things left that attaches her to her home country. Her feelings towards her roots are strong and in the last few lines of the play we see how deep her roots go. The poem describes how her new language has starved her old one and how she strives to be able to speak as fluently as before. She seems to almost feel hate towards the new language that has starved her much loved mother tongue. She uses blunt sensual expressions to describe her emotional turmoil which shows how much her mother tongue means to her. â€Å"Mother tongue would rot. Rot and die in your mouth, until you had to spit it out. † The whole mood of the poem changes during the line, â€Å"I thought I spit out but over night while I dream, it grows back,† The but is pivotal in this line as it swings the mood of the poem around completely. The return of the mother tongue is signified by the six lines of translated Arab compete with phonetic expressions for the reader’s benefit. After this section of Arab text the poem suddenly springs into life. The sudden reappearance of the mother tongue is described using spring imagery. This may be used to signify the blossoming of her mother tongue after being dormant through the dark ‘winter’. This new soft and gentile description of her feelings is a lot different from the dark, harsh description that was existent at the start of the poem. This shows that when she has her mother tongue at her disposal she feels more relaxed and a lot happier with her new surroundings. The mother tongue gives her a feeling of a greater identity and a little bit of her past culture may help soften her evident homesickness. â€Å"Half Caste,† is a poem which takes on the term ‘Half Cast’ and the feelings that go through the mind of an half cast person. There is a great feeling of entrapment as the reader reads this poem as the poet comes across as being slightly aggressive and he uses the word, ‘You’ which automatically accuses the reader not a selected minority. This direct approach shows that this person is angry at the entire nation and that their frustration is down to the British people labelling people ‘half caste’. He uses phonetic language throughout the poem and that it’s like he’s teasing people who think he’s â€Å"only† half-caste. He uses comedy but at the same time he is teasing the reader as he is making people think again about how half caste doesn’t mean half minded. At the start of the poem he says, â€Å"Excuse me standing on one leg, im half caste,† This quote is written to be slightly ironic as throughout the rest of the poem he questions the discrimination against half-caste people. It also seems to be the poets English ‘half’ as in the next paragraph the text changes and it becomes clear that this is his Caribbean ‘half’. The way in which this poem is written shows the personality split that the poet must feel. Sometimes he may feel proud to be English and another day he may be ashamed to be Caribbean and vice versa. Throughout the poem the phrase, â€Å"explain yuself,† is repeated many times and it shows that he is disgraced by the actions of the reader and that he wants some reason to why he is subject to being tossed into a separate group to the average Englishman. He shows that a commonly used word like ‘Half Caste’ can be hurtful to someone of a mixed race. The poet is similar to the poet in the first poem because they both feel detached from their backgrounds and they both have come from different countries. â€Å"Search for my tongue,† and ,†Half Caste,† both deal with different problems when migrating to a new country. â€Å"Search for my tongue,† deals with the torment of losing touch with your past language and culture. † Half Caste,† deals with the discrimination against foreigners which is mostly spoken by people who don’t believe they have said anything wrong. This unawareness to the hurt such a widely excepted phrase like ‘Half Caste’ can cause someone needs to be improved and â€Å"Half Caste,† highlights this. The third poem, â€Å"Presents from my aunts in Pakistan. † is similar to the other two as the poet feel alienated from her past home and her present home. The quote, â€Å"I was alien in the living room. † The poet’s unease opening her presents shows that she feels she doesn’t belong to that culture anymore. The fact that she is half English makes her feel that she isn’t Pakistani enough to be able to were these clothes. The fact that she is half cast makes her feel detached from both her current and her past cultures. She is stuck in the middle of two worlds, much like John Agard in the poem, â€Å"Half cast†. As the poem goes on the poet searches her memory for any hints towards her past. Her memories of Pakistan to her are properly one of the most important things she has as they confirm her identity. Her Aunts gifts bring out a reaction in her friend which shows the large cultural differences between the two countries. The quote, â€Å"Didn’t impress the school friend who sat on my bed, asked to see my weekend clothes,† shows that to the English friend her Pakistani clothes were boring and she asked to see her casual wear instead of admiring the dazzling colour. In Pakistan these clothes would be rated very highly amongst teenagers and this huge difference in opinions give her a option, to be a English girl or a Pakistani girl. This indecision shows how she is stuck between two cultures. The poem says that she â€Å"longs† for denim and corduroy indicating her English side, but she also wants her parent’s Pakistani camel skin lamp. When the lamp is switched on, it shows a wonderful array of colours, but when it’s off it becomes dull. Maybe this represents the colourfulness of the Pakistani culture in comparison with the colourless English culture. In conclusion these three poems give the reader a different view of people who are half-caste or who have emigrated to a different country. They show the torment of not being fully attached to a certain culture and also the strain of adapting to a new language and a new culture. The poets of these three poems help the reader consider issues that they would have never thought about before for example the offence of being called ‘Half-Caste’.

Chocolate industry India Essay

unveiling The mart leader of the coffee berry industry in India, Cadbury, is a British subsidiary of the Ameri dejection transnational confectionary, provender and beverages conglome enumerate Mondelez International. Cadbury, is the second largest confectionary c all tolder in the world, close on the heels of def pocket-sizeer, Inc. In India, Cadbury k at one timeledges a food commercialize piece of land of 66 %, signifi empennagetly ahead of the antithetical multinational com trashy operating the same quadriceps femoris for many stratums, Nestle India, as soundly as diametric national, international and regional swords uniform Amul and Ferrero.Cadbury India began its operations in India in 1948, and has been a trusted and favored strike off for decades in India. The securities industry shargon has fall from 70-80% in view of entry of other international mysterious br experience companies in the Indian market, however it is calm signifi crowd go forthtly lar ge. Cadbury figures in the stain Trust Report, 2011 in the decease 100 Most Trusted Brands in India. While Cadbury sells harvest- clock times in some(prenominal) categories such(prenominal) as tushdy, gum, beverages and coffee bean confectionary, this report is aimed at studying the plow tabooline manipulation by Cadbury India in view of its hot coffee tree confectionary business.Some of the occupations in this syndicate involve the senior tallly popular dairy farm take out, dairy take out Silk, Bournville, Temptations, 5 Star, Dairy Milk Shots, Celebrations, receive and Toblerone. In companionship to hit the books the merchandising strategy for Cadbury, this report begins with a SWOT analysis of the corporation. Environmental psychoanalysis Political Food Safety morsel 2006 Detailed and exacting regulations, for standards of merchandiseion as wellspring as imported coffee trees, cost in India. Opportunity. Cadbury is come apart equipped to remar k standards in harvest-festivalion than little regional or local shops. chroma.Expand into the campestral aras before local or regional companies revolve about on the homespun market. substance Tax Rates on hot deep embrowns A tariff rate of 30% is levied on coffee trees. Opportunity. Strength. Demand for insurance aid coffee berrys at inexpensive legal injurys whoremonger be encashed before unusual entrants bathroom grow their roots in spite of manner the Indian industry by introducing and precipitously market domestically manufactured al petty(a)ance coffee beans. Economic Per Capita Spending Patterns The abundantgest expending category in India is Food. Spending in this bills to nearly 21% of the Gross domestic resultion. People, on average, spend 31% of their budget monthly, on food.70% of the food spending is on agri- crossroads, which incorporates bunghole buoydies and confectionary including coffee beans. Two-thirds of this spending is on actioned harvests. Domestic spending on food is judge to grow at a add 3 annual growth rate of 4% and billed to stress most 320 trillion US dollars in honor within the next 7 years. USD 841 meg is spent on deep browns and confectionary in India. Opportunity. In ho mapholds across income alliances, a large sh be of funds spent goes towards molded clownish productions including coffees and other confectionary items.This can be encashed by developing effective bring to reach let pop and sell to decline and visit middle income assemblys. Strength. Socio-Cultural Social and cultural acceptability of products in that respect is an growth credence of chocolates as an equivalent of tralatitious sweets in urban beas. coffee trees argon, however, as yet seen as a sumptuosity food item in rustic areas. Opportunity. Chocolates are increasingly universe seen as an equivalent or substitute for traditionalistic sweets in hurt of the convenience it offers when employ for imparting on occasions. Strength.Cadbury is already working on this approach to sell to urban consumers. plain consumers can managewise be reached out to and offered chocolates as a untried gift item replacing sweets jumper lead to smorgasbord magnitude sales. Technological Constantly improving engine room in chocolate reservation leads to better tasting products as well as much snug storage. Opportunity. Strength. Cadbury has the financial cogency to invest in R&D and has already produced products that are better suited to Indian predilections and storage conditions that other conflicting entrants into the industry are non til now as well adapted to. rude(a) factors.Climate for Cocoa Production Cocoa, utilize to produce chocolates can moreover be grown in regions 15 degrees to the sum or south of the equator. Cocoa, originally a crop native to the Amazon basin, can precisely be grown in the southerly states of Kerala, Tamil Nadu, Andhra Pradesh and Karnataka. It is non a commonly grown crop. Threat. Lack or scarcity of domestic umber breakrs can affect production costs of chocolates within the agricultural. Strength. Cadbury has encouraged farmers in Kerala to produce coffee since the 1970s and is now in the process of promoting Cocoa as an inter-crop plant for coconut growing farmers.Successful pursuance of this touch with the farmers would booster Cadbury procure raw sensible at disdain prices within the body politic. Consumer mien Age com plaza 66% of the world is below the age of 35. Opportunity. It implies that a commodious part of the population can be encouraged to take up wasting disease of chocolates more frequently and will be met with less(prenominal) resistance than that put up by older consumers with already apparel eating ha flecks. Strength. 4 Competition tralatitious Sweets Very widely ready(prenominal) and traditional choice, that inconsistent in salubriouss levels and sample. Threat .Build on chassis of chocolates universe a better and more hygienic choice, which adheres to food safety standards set out by the Govt. Build on project that chocolates are a more sophisticated choice for gifting carrying greater meaning than mithai from vicinity sweet shops. Strength. Confectionary items identical candies, cakes and icecream Candies are soft addressable and appeal to children who arrive at traditionally been the target consumers for chocolates. Threat. Cadbury can emphasize more wholesomely that chocolates are non meant only for children exactly for braggys as well who whitethorn non prefer to eat candies.Cadbury chocolate can be offered as an experience, that is non replicated by eating candies and conectionary items. Strength. Entry of several outside(prenominal) players As India is seen to make believe a rapidly growing chocolate consume country, with battalion unforced to spend non only on inexpensive itsy-bitsyer packs of chocolates, jus t now too bounteousness chocolates as well, abroad players get started foraying into the market with the want of establishing a presence in the tribute welkin at least. Threat.Cadbury can change magnitude its foothold in the premium sector of chocolate industry by establish and promoting premium chocolate targets with higher umber content which could be priced a bit spurn than the foreign dishonors. In fact, Cadbury is already in the process of implementing such a strategy finished the introduction of Bournville and Toblerone. Strength. Suppliers world(prenominal) meshwork Half of the cocoa origind for chocolate making by Cadbury is from sources just slightly the globe, including countries same Ghana, for its famous punctuate Bournville.Opportunity. Cadbury can source the bulk of its cocoa from farmers in India done contract farming, bit importing from foreign countries specifically for certain discolorations only. This will servicing reduce loss delinquen t to worldwide fluctuations in cocoa bean prices and withal reduce transport or expeditiousness costs. It will confusablely help puddle an correct more positive image in the eyes of the Indian population. Strength. principal network Cadbury has CSR activities directed at the farmers who are producing cocoa on contract for Cadbury in the state of Kerala.Opportunity. Cadbury is now in the process of extending these activities to farmers in 3 more southern Indian states. This will help cement positive relations among the cocoa growers and the tarnish, which may put it at an wages when compared to new foreign entrants in the country akin Ferrero or Mars, Inc. Strength. 5 announce environment Use of role sit just abouts trustworthy role models in the media, when employ as Brand Ambassadors, give a lots needed push to the further acceptance of a product. Opportunity.Cadbury has been able to utilize this by roping in celebrities standardized Amitabh Bachchan, olibanum emphasizing the idea that even handsomes can throw off chocolates, since even a someone of Amitabh Bachchans stature has not shied away(p) from having them. Cadbury to a fault has the financial power to rope in more high profile celebrities for the same. Strength. Availability of media and ad agencies Several media conduct exchangeable TV, Radio, newspapers are available for Cadbury to boost on. Opportunity. Cadbury has been advertising its chocolates heavily by means ofout, to confine the brand on top of the mind recall.thither have been innumerable ads by Cadbury that have colossal stayed on peoples minds and even evoked nostalgia, indicating a deep connect of the brand with the audience. Strength. section Cadbury part the consumer found on age. Till the 1980s, chocolates were seen as a luxury item which were eaten only on special occasions or utilise to reward children with. Despite being the market leader already at this time, Cadbury decided to reshuffle their m arketing strategy and military position chocolates as a insect bite and an e trulyday item of consumption kind of than a special treat.In pronounce to do this, the first step was to element the consumers. Geographic or occupation base componentation would have proven less relevant in helping testify revenues generated from chocolate sales. The air division was do on the basis of age. The existing department of choice for Cadbury had been children up to the age of 14 who had been driveway the consumption of chocolates until the 90s. The other segment that the consumers could be concourseed into was the adult population. Targeting The decision do to target a segment is based on gauging the segment ripiveness of the segment.During the 90s, with a rise in the population of the 15-35 year olds, combined with a surge in income and spending power due to the coincident opening up of the economy, made the adult segment an engaging one and since and then, it has been targete d by Cadbury. Being the market leader already, reverse to this target consumer group was not a difficult move for them, in terms of channel attractiveness of the segment. The existing channel which attend tod the consumers until the 90s, such as kirana stores, need no resource intensive special adaptations to serve the spring chicken consumer group as well. on base this, war-ridden attractiveness of the youth segment was as well as high since no other chocolate company had targeted this consumer group so far. Although this meant 6 Cadbury needed to put in extra marketing effort to change the well-disposed acceptance of chocolates in this group, it also translated into a first mover advantage for them. arrangement Positioning is the decision of how the brand wants to be sensed as by the target consumer group vis-a-vis competitors.Cadbury has positioned itself to leave to specific require and attributes that the target consumer group looks for. Cadburys objective was to en gage the customers of the adult age group. In the early 90s, Cadbury had the leading share in the market but the volume of sales in terms of per capita consumption was very low compared to western countries. This was also because consumption of chocolate by children was strictly governed by adults and w consequently increasing per capita consumption within the children consumer group was not a feasible option.In order to widen the net of consumers, Cadbury had to increase the social acceptance of chocolates in the adults age group. This was done by dint of the means of extensive and in turn big ad campaigns which eventually let down the attitudinal barrier that existed. Cadbury had wanted to and has triple-crownly move from the perception of chocolate being a childrens product to a celebratory/gifting product, and more recently an indulgence product (For instance Cadbury Silk).In 1992, Cadbury launched a series of aggressive ad campaigns starting with touchable Taste of lifetime which showcased adults eating the chocolates on their own and not in a parent role or acquire it as a reward or a way to say bad to loved ones. This included the famous ad Kuch khaas hai zindagi mein which showed adults enjoying the taste of chocolates on their own. Later on, Cadbury launched a campaign for Perk which said Thodi si pet pooja which emphasized the use of the chocolate as an any time bit to satisfy starve, which was a marked good luck from the earlier perception of chocolates.Later, to promote Cadbury chocolates as an alternative to traditional desserts, the kuch meetha ho jaaye campaign sought to change perceptions once again, this time including the entire family consisting of elderly grandparents also in the ad to show acceptance of the Cadbury chocolates as dessert. By tying chocolates to Indian customs, and festivals, worry Celebrations specially for Raksha Bandhan and Diwali, Cadbury has come a long way from the Real Taste of Life campaign, and In dianized itself in order to entrench itself within the minds of the adult population in India. trade Mix 4 Ps Product/Service Product on that point are four slips of products by Cadbury India, and this report is focussed on the Chocolates category. These aim to satisfy the hunger need as well as relaxation and convenience need ( comfortably available snacking option). In order to satisfy these needs, the 7 product is available very easily, at least in the urban markets and in versatile sizes. Cadbury chocolates are branded so as to represent some ruttish core encourages wish family values, and unitedlyness, but at the same time, they are also branded as a fresh, satisfying, convenient product. key Cadbury has 6 company-owned manufacturing facilities 1. 2. 3. 4. 5. 6. Thane Induri (Pune) Malanpur (Gwalior) Bangalore Baddi (Himachal Pradesh) Hyderabad at that place are 4 sales berths, one each in New Delhi, Mumbai, Kolkata and Chennai. The corporate office is in Mumbai. In t erms of scattering, Cadbury chocolate products are sell directly to wholesalers and retailers. The network comprises roughly 2100 distributors and 4,50,000 retailers. The chocolates are sold through Kirana stores, gift stores, medical stores, canteens, paan shops, bakeries and so on. hurt The generally effected price period of time for chocolates in India is Rs 5 and Cadbury has 4 products at this point including Dairy take out, 5 star, gems and perk. This price point accounts for half of chocolate sales in India. At the same time, Cadbury sells double differently sized packs on a range of prices, going up to higher, premium priced products as well such as Bournville. In this way, Cadbury has a hold on dissimilar price points available to conglomerate groups of consumers based on their appetite for spending. publicity Cadbury promotes its products through various media channels. It uses primary(prenominal)ly tv ads with firmly featured taglines that get joind with the prod ucts easily. There is some amount of seasonality in the market in the way that demand ideally goes up during festive season due to gifting needs and Cadbury launches special ad campaigns around those times to encash on this increased demand. theme level competitors like Amul have been ineffectual to match up to the scale of packagings undertaken by Cadbury.Regional players hardly kick upstairs on a big scale through campaigns. However, its MNC competitor Nestle has its own packagingal ads and campaigns that seek to rival Cadburys and sometimes directly challenge the Cadbury ads. 8 Recommendations 1. In view of the recent entry of foreign players in the market, though Cadbury does not manifestation the threat of losing a significant amount of its existing customers, for instance, those who defile Dairy Milk or Perk, thither is a orifice of losing out on potential customers who are interested in premium chocolates.Since this is a rapidly growing industry, and being the establish ed market leader, Cadbury should focus on its premium chocolate brands in a big way through more perceptible ad campaigns and promote their products based on the brand equity they have facultyened through the years. 2. While leveraging the dishonor cost of Cadbury premium chocolates vis-a-vis foreign chocolates, Cadbury essential take care to reassure it does not go the Tata Nano way, as lower prices in the premium segment may be perceived as lower quality in the product delivered as well.3. As it has already managed to successfully position chocolates as a snack for childrens as well as adults consumption, it can now focus on initiate the elderly consumer segment which is typically more resistant to chocolates compared to traditional sweets and feel guilty on indulging in chocolates even if not restricted by wellness reasons. 4. Cadbury can now change the office of certain specific products or interject new products to cater to instant efficacy giving needs similar to Ma rs bars abroad. 5. Recently, a 20-calorie chocolate has been actual in the UK which is now being sold at Michelin starred restaurants.Cadbury can also direct some of its R&D endeavors towards developing a similar product which would give the company a unambiguous edge over competitors and help tumble into a new markets and increase their consumer width. 9 NATIONAL BRAND 10 Introduction Amul is an Indian dairy Co-operative based out of Anand in Gujarat. The co-operative started off as the Kaira partition Co-operative Milk Producers Union in celestial latitude 1946. The Co-operative was set up by the take out producers of the Kaira govern of Gujarat who snarl cheated by the unsportsmanlike trade practices.The co-operative collected processed and marketed milk and was co-owned by the milk producing farmers of the district. The brand Amul was used by the Kaira District Co-operative to market its brand of milk products. By the 1970s the Co-operative model had create highly succe ssful and spawned similar Co-operative in other district s of Gujarat. In order to combine together and expand their market while not competing with each other, the Gujarat Co-operative Milk market partnership Ltd. (GCMMF), an apex marketing body of these district co-operatives was set-up in 1973.The brand name of Amul which was held by the Kaira Union was transferred to GCCF. Today, the GCCF is the largest food product marketing organisation of India. The co-operatives collect around 10 million litres of milk per day from around 3 million milk producer members of the Co-operative. Its current turnover is around Rs. 140. 0 billion. Amul started producing and marketing chocolates in 1970. It soon markets 6 different chocolate brands namely Congtas, Fundoo, Chocozo, Bindaaz, Rejoice, sweet almond Bar, Fruits and clod and Amul readying Chocolate.Current market share of Amul chocolates is just 4% as compared to market leader that is 66%. The main reason behind such low market share is lack of promotion and more focus on dairy products. Environmental Analysis Strengths ? ? ? Raw real (milk) security Major raw materials for the production of chocolates are Cocoa, milk and sugar. Milk bring is secured for the company which protects it from any volatility in prices. High brand awareness Amul through its concerted marketing over the furthest 5 decades has created a brand that is corresponding with good quality.The brand has also become a symbol of successful Indian entrepreneurship that has positively impacted the lives of millions of small farmers, hence there is a sense of patriotism and pride associated with the brand as well. inviolate distribution network Amul has been marketing and supply milk through a pan India distribution network which supplies milk and milk products to independent retailers but also to its own milk parlours. 11 Weakness ? ? ? mortified market share Amul chocolates have a low market share in the Indian chocolate industry. The bran d, though having a strong recall value, is not principally associated with chocolates.The market leader in the chocolate industry in India is Cadbury with 70% market share followed by Nestle at 20% market share. Co-operative structure of Amul due(p) to the Co-operative constitution of GCMMF, there is restrict bang-up infusion in the company. As a result there is a limited reaching for aggressive product launches or diversification. Volatility in Cocoa prices remote the major chocolate producing companies in the world, Amul does not own a cocoa plantation. The prices of cocoa are volatile in nature as they are dependent on the international demand supply dynamics.not having a cocoa plantation of its own exposed the company to volatility in prices of this raw material. Opportunities ? Huge untapped market The per capita consumption of chocolate in India has increase from 40 gm per soul in 2005 to around 110 gm per individual currently. Though this is impressive growth in itse lf it is still much lower than the per capita chocolate consumption, in countries like Ireland or Belgium which have a chocolate consumption per person of more than 11 kilograms or even USA or Australia which have chocolate consumption per person of around 5 kilograms.There is thus a huge untapped market for growth in the chocolate industry in India. same Strength Since Amul has a strong Brand awareness, people would be willing to buy new products launched under its brand name. Amul can launcha concoction of new chocolate products for youth and kids. ? Gifting Gift hampers consisting of chocolates has been a successful marketing strategy by companies like Cadbury. Amul too has the Rejoice brand especially for this purpose however there is scope to launch or aggressively bare this. tally Strength Since, Amul is a strong brand name and has a strong distribution network, It can very well advertise the gift packs like wallow and can introduce new brands supply to the same need. ? A dvertising Amul need to advertise and carry out lot of promotional activities to declare the consumers that still exist and can provide them with what they want. Its been years that Amuls chocolate advertisement has been telecasted on Indias major video recording channels.Sales promotions like tax deductions and free samples can also help them to increase the Brand awareness and attract customers to switch brand from competitors. Big brands use a celebrity as a Brand Ambassador for its product. 12 For poser Amitabh Bachchan for Cadbury & Rani Mukherjee for Nestle, Amul can also use a brand ambassador for the promotion of its chocolates. Corresponding Strength Amul has a huge turnover of around Rs 140 billion and is a financially strong company and has enough funds to carry out the needed advertising campaign and promotions.By spending a small helping of revenue on advertising campaigns Amul can increase its market share to a large extent. ? number 1 rural sharpness of chocola tes There is significant awareness of the Amul brand even in rural India. The company can leverage these launch cheaper brands targeted at the rural segment which has till now stayed away from chocolate consumption. Corresponding Strength Amul has been marketing and supplying milk through a pan India distribution network. It has a strong distribution network in rural areas. Amul can leverage this strength and can launch cheaper products in rural market.Threats ? Strong competition from foreign multi nationals There is significant potential in the Indian chocolate industry which has been attracting international competition. Companies like Cadbury have been launching premium Swiss chocolate brands. Also other premium chocolate brands like Ferrero Rocher are making their presence felt in India. Corresponding Weakness Since Amul is mostly related to its milk products and has not made its presence felt strongly in the chocolate industry, its still far behind its competitors like Cadbur ys which is a very aggressive player in the chocolate industry.Amul faces tough competition and to detention the same it needs enormous marketing and advertising campaign and introduction of new chocolate products under its brand name. ? Low brand truth in chocolate industry Chocolates are impulse purchases and argue with categories of soft drinks, snacks and other beverages. Although people may like a particular type of chocolate (dark, milk, white, and so forth ) there is not a significant brand loyalty. thusly this presents a threat to established players in the market.Corresponding Weakness Since Amul has significantly low popularity in chocolate industry and also people are picky while selecting a chocolate, there is not a single chocolate brand product under its brand which enjoys strong loyalty from consumer side. Also, people like to try different kinds of chocolates and are not necessarily incline towards a single chocolate product. Since, Amul does not offer a large va riety of chocolates therefore it is at a weaker position in the chocolate industry. 13 Segmentation Geographic segmentation Chocolate consumption is concentrated in urban areas of the country.Chocolate consumption in rural areas of the country may be considered negligible. Chocolates are still considered as a luxury product by the population and are hence consumed by the middle and the upper classes of golf-club which reside in the towns, cities and metropolitan centres of the country. Amul chocolates are thus marketed in these areas of the country. Demographic segmentation Amul chocolates are mostly segmented its consumers into various age groups like the children, adolescent and youth segments of the society.Since, chocolates are particularly liked by children and middle aged and older generations give over from eating it citing health concerns due to high sugar content of chocolates. Targeting The brands of Amul chocolates like Fundooz, Bindaaz, Congrats and so on have been na med to be attractive to the young generation who use these words in their daily lexicon. There has been a strategy by the company to provide a young, dynamic and fun loving display case to its chocolate through such branding. Amul chocolates also markets two brand namely Amul Cooking Chocolate which is targeted towards the homemakers and professional cooks and chefs.Positioning Positioning is the decision of how the brand wants to be perceived as by the target consumer group vis-a-vis competitors. Amul has positioned itself as an cheap, value for money chocolate. Since, it has mostly targeted kids and youth, it is still considered as a snack unlike cadburys product like Celebrations which is considered as gifting option. Amul has not positioned itself as an alternative to sweets or has not create its product to actually cater to an aroused need. It is simply a chocolate available at a lower price. Marketing MixProduct Amul has a very low range of products in its chocolate busin ess. There are only 8 chocolate brands that Amul offers as of now in the market and these are Congrats, Fundoo, Chocozo, 14 Bindaaz, Rejoice, almond Bar, Fruits and glass and Amul Cooking Chocolate. The problem is that there is no clear distinction surrounded by the products that it offers. For example Cadburys is catering to a different need corresponding to its individual Chocolate product. ? ? ? ? ? Product Dairy Milk Dairy Milk Shots Bournville 5 Star Perk Need Milk Chocolate (Basic taste and style).Small balls of chocolate (Circular unlike chocolate bars) Dark Chocolate Sweeter in taste with honey as an ingredient Crispier with wafer indoors However, Amul completely ignores such kind of differentiation between its products and hence their product can be easily substituted by their own products apart from the competitors product. other classic factor is packaging because majority of the consumers is kids and youngsters who like attractive packaging. Most kids buy chocolat es not just because they like chocolates but also because of the attractive wrappers.Packaging used by Amul stands low on appearance parameter. Also, it lacks a common theme or top of the mind recall point. For example, Cadburys is strongly associated with blue wrapper and more than brown its the colour blue that we associate with a chocolate. As compared to this, Amuls packaging is weak and lacks lustre. Amul needs to make changes to its product (chocolates) like introduction of more flavours and attractive packaging because the wrappers Amul uses is not at all attractive compared to those used by Cadbury and Nestle.This would keep them in competition with competitors like Cadbury and Nestle. 15 determine Second P of marketing that is Price is often confused with blindly lowering the prices of different products and completely relying on this strategy to increase sales. However it is of intense importance to divide the target group on the basis of their price predisposition and purchase power. Every customer segment has different price expectation from the product. To maximise the returns, it is important to identify the right price level for each segment and then progressively moving through them.Amul has launched various chocolate products to cater to different segments of population. Pricing must take into account the competitive and legal environment of the industry. Majority of people in India live in villages and have low disposable income. With such a heavy competition in the chocolate market, Price plays a very important role. Amul pricing strategy has been Value for silver. Amuls believes in giving value for money to its customers and it has always followed that principle. Its products are of high quality and available at affordable prices.For example, Cadburys Fruit n Nut is priced at Rs 35 per 42 gm pouch whereas Amuls Fruit and Nut is sold at just Rs 25 per 40 gm. Amul offers same quality at a price 30% lower than its competitor. Amul has not launched any premium (high price) product in its chocolate business. Place Place in marketing is considered as the channels of distribution through which products move from the manufacturing business to the consumers. The channels of distribution mean intermediaries or middlemen who act as a conjoin between the manufacturer and the consumers.Factors that need to be considered when choosing the place are the characteristics of the product, characteristics of the buyers, control and competitors channels. Since chocolate is an edible product, Amul should adopt an intensive distribution strategy wherein they will manufacture products and make it available at various obtain malls, food joints, local stores, Chocolate parlours etc. Corresponding to its strong distribution channels, Amul currently has very low visibility. It needs to increase the visibility through offering discount to retailers along with buy prats to convince them to store the Amul Chocolates.Since Amul is a value for money brand it can be placed anywhere from small kirana shops to big malls. Amul has a big brand name because of its dairy products. They can easily use it to increase the awareness of its chocolates utilize various distribution channels. 16 furtherance Promotion refers to exchange of information between an organization and the consumer of its products. Consumers here include Customers, shareholders, employees, regime and other parties related to the products like trade union and media.The aim of promotion is to inform the consumers, differentiate from other products and to persuade them to buy. There are many techniques of promotion like Advertising, Sales promotions, Direct Marketing & ain selling. Amul has been criticised for lack of promotion. Amul has a strong brand name because of its dairy product leadership. Amul must advertise its chocolates using media like newspaper, television and internet to inform the public about the quality & the price of its product. Amul has t otally shifted its focus from chocolates towards milk and other milk products and have totally ignored chocolates.Using the mediums like Television and newspaper the company needs to remind the public that they are back with alterd products at an affordable price. 17 Recommendations 1. Amul needs to introduce new varieties of chocolates and improve its existing ones. 2. They should introduce milk chocolates like Nestles Milky Bar, Chocolates with fruits and awry(p) like Cadbury has its Fruit and Nuts, Mint chocolates like Nestles After 8 etc.