Methods for Resolving Small Scale Systems Problems Essay

Methods for Resolving Small Scale Systems Problems - Essay Example They refer to the interaction between people, processes, data and technology. The dynamism of the society’s needs creates different system challenges at every turn (Hitchins, 2006). As the world grows and becomes more networked, so do the challenges that the systems face. In addition, with this growth, adaption and integration, the problems and challenges increase in size and complexity. With these problems, different principles and methodologies have been put in place to solve them. Problems with Large scale systems Large scale systems refer to software intensive systems with large amounts of hardware, processes, users and user data. With this kind of scale, many problems arise. Examples of large scale systems include: the Department of Defense, the global financial markets and the healthcare system among others. Some of the problems that arise in large scale systems include: problems caused by human interaction; these are caused by the users of the system. High number of use rs that interact with the systems causes a large number of problems. These problems may cause the failure of the whole system. This kind of problem can be solved by making the interaction between the user and the system user friendly. This will reduce the number of errors that will be encountered. The system must also be designed in a way that can evolve to fit the needs of all the users and accommodate the evolving trends and changes. Another problem faced is when the design of the system is laid out in a manner that is too tech-centric and doesn’t input many factors. When a system is being designed, for it to be effective, it should take into consideration people, the nature of the organization and other factors such as social considerations. When all these things have been considered, any problems arising from these factors can easily be handled. Small scale problems solved with large scale principles Small-scale systems are the systems that have a small number of users, l imited processes and an easily manageable amount of data. These systems are those found within organizations, small firms and fairly small settings. Though their resources are easily manageable, they still encounter problems just like any other system. And some of the problems they face are like those faced by large systems and can be solved by large systems principles. One of the problems faced is miscommunication; when communication channels break down in a system, problems are encountered and errors that can cause system failure arise. In large-scale systems, the people design principle works in that the people using the system are incorporated (Skyttner, 2006). This can help solve a problem in communication, in the sense that people will design communications protocols that will be convenient for them, hence, less likely to break down. Another principle used is the purpose principle focuses on dealing with only relevant issues and removing the irrelevant ones so as not to lose t rack of the problem. This applies in small scale systems, in that whenever a problem arises, without the irrelevant aspects, the problem is promptly solved because the probability of working on the wrong problem is highly reduced. The systems principle works on the notion that every problem is part of a larger system (Skyttner, 2006). In order to solve the problem, all the dynamics of the components that make up the system must be known and incorporated. In a

Toxic PCs Essay Example for Free

Toxic PCs Essay Computer hardware can contain a variety of toxic and hazardous materials. Today I’m going to talk about these kinds of materials and why they are toxic to our environment. I’m going to discuss the locations of disposed electronics and how it is done. When consumers donate old televisions and monitors to recyclers those companies should dispose of them in a manner that doesn’t harm the environment. Stockpiling monitors is hazardous to the environment. This is because the glass could easily break and the lead which is a neurotoxin material enters the soil and ground water. One of the major environmental impacts of dumping computers into landfills is due to the fact that the solder used in the components of the circuit boards is comprised of a tin-lead alloy and over time the lead can leach from the solder. Usually the lead, which is a toxic substance, finds its way into the drinking water (Warren, Scott) There are different type of companies that recycle electronics in different communities and some of them are nonprofit companies you just donate your computer to them for example there is this company in Michigan it is called Responsible Electronics Recycling they recycle computer the right way breaking computers into small particles and removing all the toxic material from getting into our environment. The role of disposing electronic has a great advantage because when monitors get recycled the right way they can be reused again for goods. The Responsible Electronic Recycling Company says: Our mission is to inspire our community to live and work in a sustainable manner. This mission is accomplished by providing environmentally responsible electronics recycling and green job training for at-risk youth and challenged adults. 100% of proceeds generated go toward community service programs that focus on education and environmental initiatives (Responsible Electronic Recycling). And this is how recycling is done to these electronics. I think the technology will have an influence on our health and our environment because of all the toxic material that is used in the advanced electronics and if our air is polluted then it is going to have an effect on our health. The health effects of toxic substances and hazardous wastes are not yet fully understood. Research to better understand how these exposures may impact health is ongoing. Meanwhile, efforts to reduce exposures continue. Reducing exposure to toxic substances and hazardous wastes is fundamental to environmental health  (Geneva, Switzerland). I think if we take care of our environment meaning by not polluting the air and soil we will be able to reduce the risk of having any health problems but if we do not do so this polluted environment will lead us to have issues regarding our economy later on in the future. Therefore we need to work on educating each other and take action. Finally after looking at all the information above I think now we see why we need to think carefully when we are getting rid of an old computer or any electronic. We need to make sure that if our computer been donated to a manufacture for disposal it is going to be disposed properly and everyone should take this into consideration and practice the right way to recycle electronics. Reference Dunn, C. (2006, April). How to: Recycle Your Computer. In treehugger. Retrieved October 20, 2012, from http://www.treehugger.com/culture/how-to-recycle-your-computer.html Goneva, S. (2006, May 2). Preventing disease through healthy environment. In World Health Organization. Retrieved October 20, 2012, from http://www.healthypeople.gov/2020/topicsobjectives2020/overview.aspx?topicid=12 Warren, Scott. The Environmental Impact of Computer Disposal. Scott Warrens Blog. N.p., 22 May 2008. Web. 18 Oct. 2012. http://www.scottwarren.info/2008/05/22/the-environmental-impacts-of-computer-disposal/.

The Great Work of Thomas Jefferson :: Politics Political Essays

The Great Work of Thomas Jefferson Thomas Jefferson was at the center of American history for more than half a century. He was a man of many talents, he was the author of the Declaration of Independence, and he was the third President of the United States. Thomas Jefferson had many talents. One of his talents was that he was an architectural engineer. With this talent he helped design many things like the city of Washington D.C., the University of Virginia, and his home called Monticello. He designed the rotunda for the University of Virginia library in 1821 (Greene 37). Another talent that he had was that he was a really good writer. Only Abraham Lincoln was equal in writing talents as Jefferson. It was said of Jefferson that he "could put words together and fashion them into a powerful weapon," (Greene 10). He also was a great educator. Jefferson would study fifteen hours every day when he was young, because learning was important to him, (Greene 11). He wanted people to have a chance to learn. So he started the University of Virginia. He planned the buildings and chose the teachers. He was known as the father of the University of Virginia, (Greene 40). He was one of the leading scientists of his day in America. He tried new ways of planting crops and raising animals, (Greene 37). He was one of the first farmers to grow tomatoes in the United States, (Greene 25). One of his other talents was that he was a creative inventor. He invented a machine that could write two copies of a letter at the same time. He invented a tiny elevator called a "dumbwaiter" to carry things up to his dining room from the basement. Jefferson also invented storm windows, a chair that turned, and much more, (Patterson 25). Jefferson was chairman of the committee to write the Declaration of Independence. He was asked by the other four members of the committee to write the first draft of the Declaration. When he wrote the Declaration of Independence, he wrote it with common words and phrases so all could understand the plain truth of his statements. He did not consult a book or pamphlet when writing it. Everything came straight from his mind and heart, (Patterson 36). He made many changes to the Declaration before he was happy with what he wrote. He was known throughout the colonies as a great writer on political issues.

Lipton Marketing Plan Essay

Unilever The Unilever Group is one of the world’s leading suppliers of fast-moving consumer goods. Besides having a significant global presence, Their Lipton brand is a leader in the international market. This report contains and explains the major variable components, which are essential in the process of marketing. It will give an in depth analysis of the tea market. It will also give a comprehensible picture of the internal and the external factors involved that encircle the Tea Product. Lipton Herbal Tea Ingredients Holy Thistle –has been used medicinally for over 2000 years, most commonly for the treatment of liver problems by supporting it in the release of toxins. It has been highly regarded for therapeutic uses and was cultivated throughout Europe. Holy thistle products are still popular in Europe and the United States for various types of liver disease. Holy thistle is believed to have great power in the purification and circulation of the blood. Persimmon –leaves are a good source of important dietary antioxidants, such as vitamin A& C. It has been widely used as a tea in oriental countries. Persimmon leaf is anti-allergic in composition. It is also used topically in some beauty products to help to clarify the skin and eliminate dull and dark areas. Malva Leaf –was considered as a perfect plant in early literatures. In ancient days it was not only valued as a medicine, but was used to decorate the graves of friends. Marshmallow Leaf –has been traditionally used to soothe and support the intestines. Herbs such as Marshmallow are often helpful for symptomatic relief of coughs and irritated throats. Topically, marshmallow is used to soothe and soften irritated skin. Marshmallow leaf is completely non-toxic. Marketing Planning vs. Strategic Planning Developing a marketing strategy involves two steps: (1) Selecting a target market and (2) Developing the best marketing mix (the 4 P’s or 7 P’s) to satisfy this target. Ultimately, the tactics becomes much more specific and provide more precise details about such matters as, say: where should we advertise? When should we run the ads? How will we get distribution in certain types of  stores? Etc. In effect, the tactics describe how to achieve the strategies and how to manage resources that are required to implement the tactics. Companies need to analyze and track what their competitors are doing. It is important to know the strengths, weaknesses, objectives, and strategies of the competition. The marketing plan is an important document used by companies for planning. It is a road map and surveys the business environment, describes problems, threats and opportunities in the industry, contains a marketing strategy, and has financial projections/budgets. We must not confuse a marketing plan with a business plan. A marketing plan is concerned more with strategy whereas a business plan is more concerned with financial information. The primary purpose of a business plan is to raise money from venture capitalists or bankers; the primary purpose of a marketing plan is to provide direction for a company. The marketing plan is an integral part of the business plan. Marketing management constantly have to assess which customers they are trying to reach and how they can design products and services that provide better value (â€Å"competitive advantage†). The main problem with this process is that the â€Å"environment† in which businesses operate is constantly changing. So a business must adapt to reflect changes in the environment and make decisions about how to change the marketing mix in order to succeed. This process of adapting and decision-making is known as marketing planning. On the other hand,  strategic planning  is concerned about the overall direction of the business. It is concerned with marketing, of course. But it also involves decision-making about production and operations, finance, human resource management and other business issues. The objective of a strategic plan is to set the direction of a business and create its shape so that the products and services it provides meet the overall business objectives. Marketing has a key role to play in strategic planning, because it is the job of marketing management to understand and manage the links between the business and the â€Å"environment†. It can help to: †¢Identify sources of competitive advantage †¢Gain commitment to a strategy †¢Inform stakeholders in the business †¢Set objectives and strategies †¢Measure performance Marketing planning is also important since it is often a prerequisite for obtaining funding whether one is a marketer in a large corporation seeking additional money for his or her department or is part of a small start-up company looking for initial funding. Customer-Driven Marketing Strategy There are three processes toward an effective customer driven marketing strategy such as Segmentation Targeting Positioning Segmentation identifies the difference category like as age, location, & religion.- Targeting means product for specific people.- Position means minds of the customer. Lipton’s Neighbouring Segments: Geographic–The market of Lipton is segmented according to geographic criteria such as nations, states, regions, countries, cities, and neighbourhoods. Demographic –Demographic segmentation consists of dividing the market into groups based on variables such as age, gender, family size, income, occupation, education, religion, race and nationality. Demographic segmentation variables are amongst the most popular bases for segmenting customer groups. This is partly because customer wants are closely linked to variables such as income and age. Psychographic –Through psychographic segmentation Lipton’s consumer are divided according to their lifestyle, personality, values and social class. Lipton’s Target Market: Choosing a targeting strategy depends on company resources, product variability, product’s life cycle stage, market variability, and competitors’ marketing strategies. Lipton has equal benefit for everybody. We will have to focus on the all group of ages. Thus we will use Undifferentiated Marketing (or mass-marketing) where everything about the product is designed to bring all people to Lipton. This is a market coverage  strategy in which a firm decides to ignore market segment differences and go after the one market with one offer. The reason of choosing full market coverage is to be a market leader in future. †¢Geographic Target: Lipton’s geographic customers are of USA, Europe and India but in near future after establishing the product in these areas they will definitely launch their product in the rest of the continents. †¢Demographic Target: All age groups Lower, Middle, and High income class †¢Psychographic Target: Higher-Middle class Middle class Lower-Middle class †¢Current Market Trend: Market trend is now headed toward a more sophisticated and aware customer. The preference for high-quality product is increasing as customers are learning to appreciate the qualitative differences. Lipton’s Positioning: Lipton tea has been positioned in the market as â€Å"great tasting and good for consumers† because it is rich in protective antioxidants (Unilever 2007).It is globally promoted as â€Å"the perfect drink for active, healthy lifestyle† (Unilever 2007). The following flavours of herbal tea are currently available: †¢Herbal tea with Lemon – Herbal tea with a twist of citrus flavour †¢Herbal tea with Raspberry – Herbal tea with raspberry flavour †¢Herbal tea with peach – Herbal tea with peach flavor Consumer welfare and sustainable development have been the main driving factors behind the packaging and marketing of Lipton Herbal Tea till now. Therefore, in order to meet the diverse tastes of consumers all over the world, Lipton is continually adding new flavours in the product. These attributes are allowing the organisation to develop and expand its niche at a fast pace in the global arena. Furthermore, Unilever has a strong presence in the developing and emerging markets yet there is plenty of ‘white space’ to move into. These markets are the next in our planned rollout. SWOT Analysis (Business Portfolio Analysis): When the situation is viewed in terms of SWOT analysis, the following can be highlighted: STRENGTHS: †¢Strong Financial Backup: Lipton Unilever has been established as a group by five investors who are also its board of directors; providing Lipton Unilever with strong financial assistance. †¢Emphasis on Quality: The Company manages to provide improved & innovative products to the consumers through research and development. Lipton Unilever is established with the primary concern for uncompromised quality in mind and all of their products are perceived by the consumers as the best in business with respect to quality. They maintain their high quality standards by importing professional expertise and technology from developed nations. †¢Encouragement to innovativeness: The Company has a very aggressive strategy when dealing with developing new products, i.e. they are ready to take risks and come out with products that have unique differential advantages and are unavailable in the market. †¢In-house research facility: Lipton Unilever has an in-house research facility, where market research can be done about consumer preferences and our competitors; the information is very useful to top level managers for decision making. WEAKNESSES: †¢High Price: Since the cost of production of most of their products is high because of various factors (imported ingredients, technology, quality and maintenance etc), they charge high prices for the items they produce. †¢Inexperience in the Tea market: Although Unilever comprises of highly professional people and a strong marketing strategy; they are still considered new entrants in the tea market. OPPORTUNITIES: †¢High Growth Rate: Tea industry has high growth potential in line with high rates of population. †¢Brand Equity: There is strong possibility to establish brand equity by creating awareness in untapped segments of the market. †¢Increasing concern for health: Since the media explosion from the mid-90s, people have convenient access to information. Hence, people are being educated about the concern and need for health awareness and therefore have adopted increasing concern for their health and appearance. THREATS: †¢Rivalry firm: The tea industry facilitates a lot of competition from market leaders like Royal. Their longer existence in the market has given them an established consumer base and loyalty and has provided them with the experience that Lipton Unilever lacks. †¢Economic Factors: Increase in government tariffs, import duties and political situation of the country i.e. economic instability could be a threat to Lipton’s product. An Integrated Marketing Program The Marketplace and Customer Needs and Wants: Global Tea Market: The tea industry is about 170 years old. It occupies an important place and plays a very useful part in the global economy. Tea plantations are mainly located in rural hills and backward areas. The major competitive countries in tea in the world are India, Sri Lanka, Kenya, China and Indonesia. China is the major producer of herbal tea while Sri Lanka and Indonesia are producing mainly orthodox varieties of tea. Kenya is basically a CTC (Crush, Tear, and Curl) tea producing country. India is facing competition from Sri Lanka and Indonesia with regard to export of orthodox teas and from China with regard to herbal tea export. Above Line graph clearly indicates that till 1991 Tea consumption grew at the phenomenon rate of 32.2% where as in recent past few years the average rate of consumption growth is 0.7%. Tea being the only beverage which is consumed at the largest following Water hence there is no trouble to global tea market future with growing population. Customer Needs and Wants: The health related issues are increasing day by day due to the lifestyle and inclination of the generation towards fast food or junk food which is generally responsible for health hazards. Unilever’s research shows that majority of the people have developed health consciousness. This is mainly due to the various health programs being broadcasted on television as well as a variety of articles being published in magazines and digests. Lately trends show that people have started reverting back to the natural means of maintaining health. Natural means ensure high nutrition as well as health enhancement. Moreover nowadays more and more people are getting literate and educated. The education in turn brings awareness in the people and they understand what  do’s and don’ts. There is class of people who are very health cautious and most of them fall under high class societies. Since it is difficult to change the lifestyle of people all of sudden; people look for better product which can keep them healthy and offer resistance or meditate their health for long life and better health. We must keep in mind that tea is hot beverage consumed by people all over the world at highest after water. So it is a great idea if tea can prove as tea as well as medicine and offer better health & immunization as it is consumed twice to thrice a day. If tea can provide health benefits it will be surely welcomed by the class of health conscious people. Furthermore, A few recent studies suggest that the health benefits would drive the performance of Lipton herbal tea across the globe (Winslow 2006). Consumers generally perceive tea consumption to be a healthy activity and are more likely to consume herbal tea rather than other soda based drinks. Therefore, the 100 percent Natural Tea and 150 mg of protective natural antioxidants has made Lipton tea a major participant in the gl obal tea market. Integrated Marketing Plan for Lipton: Our Marketing Objective: †¢To offer consumer best health advantage through Lipton Tea. †¢To establish Lipton as market leader in herbal tea industry. †¢To enable Lipton Tea to satisfy, fulfill the consumer’s personality & lifestyle. †¢To increase Lipton Tea’s popularity as an icon in Herbal Tea product. In order to achieve our objectives we will use following strategies while developing our marketing mix. Value Based Pricing We will set our product price, based on the benefits it provides to consumers. Because our offer is unique and highly valuable features are better positioned to take advantage of value-based pricing. Multi-Channel (Hybrid) Distribution Systems We can utilize more than one distribution design by following a multi-channel or hybrid distribution system. As Example, we may use a direct retail system by selling Lipton Tea in company-owned stores, and through a direct  marketing system by selling via direct dispatch, and through a single-party selling system by selling through grocery stores. This approach will allow us to reach a wider market; however, we must be careful with this approach otherwise channel conflicts will arise. Promotion Mix (Integrated Marketing Communications) In order to deliver a clear, consistent, and compelling message about Lipton and its product we will use; Advertising as it will allow us to reach many buyers and repeat message many times; Sales Promotion since it provides wide variety of tools and rewards quick response; Public Relations because it is very believable and will dramatize Lipton and its product. Marketing Mix of Lipton Tea: †¢Product –Lipton Tea will be a high quality product offered as specially blended herbs tea. Contents of the Lipton Tea will be:40 bags, 80 bags, 150 bags, 250 bags (Family pack)The amount of bags refers to different target groups.40 bags for singles, 80 bags for couples,150 bags and 250 bags are Family Packs. (250 bags is most famous nowadays) Packaging: Customer perception of a package creates brand equity and purchaser loyalty. The image presented by the package largely determines success or failure of a tea line. Appearance stimulates memories and emotions inside the purchaser, who often times is female, often buying for an entire family. Thus colour, image and slogan of Lipton must all combine to facilitate customer allegiance. Before coming to this idea we had to systematically search for new product ideas through analysing our internal sources, customers, competitors, distributors, and suppliers. Afterward we marked the best idea and dropped poor ones by examining the market size, product price, development time and costs, manufacturing costs, and rate of return. †¢Place –High quality tea for a reasonable price will be bought from Assam & Darjeeling (India) and will then be blended and packed in the Lipton factory. Then we may open up company-owned stores to start a direct retail system to sell Lipton Tea. We can even sell Lipton tea directly to the end  consumers by sending direct dispatch from factory. At the same time the final product will be distributed to authorized dealers and retailers such as supermarkets and main tea shops so the end consumer has easy access to it. Place in supermarket: On the middle and lower levels of self. The Lipton Tea will be placed according to the content of tea bags. †¢Price Prices for the tea will be as the following: – Price of $18 for regular sized pack -Price may be increased to reflect quality Reasons for pricing policy: Lipton Tea will be competing against the main player on the Herbal Tea Market Royal Tea by setting a higher price but offering more value for it. Various promotion activities, giveaways and advertising on radio and television will help to establish the brand and gain market shares. †¢Promotion – The promotion is the most important point to launch our products because we want to be able to compete with our biggest competitor. We must focus on this point because the people like to purchase bargains or buy products that offer free gifts. Other brands do not offer as many promotion and free gifts. This is why it is important to focus especially on the Promotion activities of the marketing mix. We are going to set up original events in order to attract new customers and consumers of other tea brands. Our objectives: -Develop awareness -Generate traffic -Build loyal customer base In order to achieve above mentioned we will pursue the following: – Stand in the supermarkets: we want to set up a stand in the supermarket in order to make tasting to the supermarket’s clients. The stand should be placed between the fresh food and the food with the aim  to attract all the consumers. The stand should represent the brand with the colour of the company, the logo, the environment of Lipton. For example, the stand could be coloured with a combination of red and yellow. Moreover, the hostesses can give some presents to the children like, balloons with the logo of the brand and pens with the logo. Also, during the launch of our product (one week), all the customers at the supermarket will receive a sample of â€Å"Lipton Tea† for free at the cashiers including a voucher which explains the game to win a trip to London. Promotional offers during the year: If a client buys a box of 150 bags, he will get a free coupon a spoon or a little kettle. In addition, during first two months, we can organize a game: when you buy Lipton, you win some points and with certain numerous of points, you can get a present which represents the brand image. Promotional event for Lipton Tea launching: During one weekend in a big city we will organize a big event. In the street, there will be hostesses with special clothes who will distribute samples and cups with tea to offer the product to passer-by. After the show, they will hand out flyers the people can fill in so as to win the weekend trip to London. At the end of the event, there will be a drawing of lots. The winner will receive the present(tea boxes) via post way. Furthermore, in the street there will be a lot of decoration of the brand image. Advertisement: At the beginning, the strategy is to focus on the Internet, the radio and on daily newspaper to reach a lot of customers. These media are noticed by a large target group which will help the firm to be known. After six months or one y ear, we will begin a campaign on television, in magazines and on airports. Building Profitable Relationship and Creating Customer Delight Customer Relationship Management: Customer relationship management (CRM) refers to building one-to-one relationships with customers that can drive value for the firm. The continuing evolution of CM is made possible by understanding the interactive relationships that develop between firms and customers and among customers themselves. Lipton will increasingly be able to customize marketing messages  to larger target audiences on the basis of the customer’s expected response and the customer’s value to the firm. By following the CRM strategies discussed here, firms can reduce overall marketing costs, increase overall customer response rates, and, most importantly, increase overall customer and firm profitability. For example: Lipton’s marketing plan has data on markets, prospects, and lists. This is also supported through a third party vendor. But marketing needs to drive generated leads to Sales for follow up. Thus, the marketing department also could use feedback from service and sales about what campaigns are working. Customer Service has excellent customer feedback, but it’s not looping back into marketing department. This is the type of data that can act as the foundation for upcoming marketing campaigns. Customer Service can also provide sales representative important product information or specific account issues that would be invaluable for sales to have before they call on an account. Finally, Customer Service can be used for cross sell and up sell opportunities. The key is to have all your customer information integrated. This provides each department with a 360-degree view of the customer, and ensures that the data is current and complete. Lipton’s CRM applications will also enable companies to interact with customers throughout multiple channels including the Web, phone, fax, direct mail, e-mail, and in person or through partners. Partner Relationship Management: Partner Relationship Management is a used to describe the methodology and strategies for improving communications and relationships between companies and their channel partners. These solutions include key features for selling, commission, opportunity, marketing campaigns, inventory access, and other features designed to facilitate the relationship between manufacturers and their channel partners. Partner relationship management can take a number of different forms. In some cases, delivery of a product is needed during specific times of the day. For example, in Lipton’s shipping and receiving departments, suppliers must deliver within a certain time frame. In the busiest of locations, that window could be as little as 30 minutes.  When traveling across a large geographic region, that can be a hard target to hit. Using software and other communication tools often provided through a partner relationship management strategy, suppliers, shippers and the end users can keep incons tant contact with each other. This means the end user will be able to know where each item is each step in the process and when to expect it. Depending on the situation, this may allow Lipton’s factory to adjust production so that the entire operation does not shut due to supply concerns. Partner relationship management is also important for a manufacturer and reseller or retailer. Software allows the producer to understand when a certain product is in demand and allows that producer to adjust his processes likewise. Without this benefit, Lipton would need to wait for an order from the retailer or reseller. That could delay the process and thus allow both sides to miss out on valuable sales. In addition to communication, partner relationship management can also provide services in other areas. For example, it may include a partner loyalty component, which will provide a benefit to both companies. As those relationships are solidified, it will provide a good customer base on which both can depend. Capturing Value from Customers to Create Profit and Customer Equity The first four steps in the marketing process involve building customer relationships. The final step involves capturing value in return. 1) By creating superior customer value, the Lipton herbal tea creates highly satisfied customers who stay loyal and buy more. 2) By Creating Customer Loyalty and Retention 3) The aim of customer relationship management is to create not just customer satisfaction, but customer delight. 4) This means that companies must aim high in building customer relationships. 5) Customer delight creates an emotional relationship with a product or service, not just a rational preference. 6) Lipton herbal tea is realizing that losing a customer means losing more than a single sale. It means losing customer lifetime value. 7) Growing Share of Customer 8) Share of customer is defined as the share the company gets of customers purchasing in their product categories. (Thus, banks want to increase â€Å"share  of wallet.†) Building Customer Equity Unilever want not only to create profitable customers, but to â€Å"own† them for life, capture their customer lifetime value, and earn a greater share of their purchases. Customer Equity in Lipton Tea Marketing consists of actions taken to build and maintain desirable exchange relationships with target audience involving a product, service, idea, or other objects. Customer equity is the total combined customer lifetime values of all of the company’s current and potential customers. Clearly, the more loyal the firm’s profitable customers, the higher the firm’s customer equity. Customer equity may be a better measure of a firm’s performance than current sales or market share. Building the Right Relationships with the Right Customers Not all customers, not even all loyal customers, are good investments. â€Å"Strangers† show low potential profitability and little projected loyalty. The relationship management strategy for these customers is simple: Don’t invest anything in them. â€Å"Butterflies† are potentially profitable but not loyal. The company should use promotional blitzes to attract them, create satisfying and profitable transactions with them, and then cease investing in them until the next time around. â€Å"True friends† are both profitable and loyal. There is a strong fit between their needs and the company’s offerings. The firm wants to make continuous relationship investments to delight these customers and retain and grow them. â€Å"Barnacles† are highly loyal but not very profitable. There is a limited fit between their needs and the company’s offerings. Important point: Different types of customer require different relationship management strategies. The goal is to build the right relationships with the right customers. Factors Affecting the Effective Implementation of the Marketing Plan Human Resources Capabilities: The people working in this organization are the  key to achieving effective implementation of those strategic plans. Staffing competent employees involves recruiting, training and retaining a capable and adaptable workforce. Knowledgeable, dependable and versatile employees have the ability to overcome the obstacles to change, and can meet performance goals even when other resources are scarce. If all of the other elements listed in this article are present, but the workforce does not meet these criteria, then achieving those objectives may be nearly impossible. Favourable Environment: We have to Rethink existing policies and procedures, and make any changes necessary to facilitate the changes resulting from our strategic initiatives. We may find that certain aspects of our existing operational framework can actually impede strategy implementation, and that certain areas may stand out as being lacking in policy guidance in light of our new strategic goals. Technological Infrastructure: Technology can give our organization valuable assistance in implementing new policies, procedures and initiatives. Utilize technology to enhance and maintain communication and accountability for all relevant managers and operational employees throughout the change process, and to keep track of implementation and performance goals and their achievement. This may require adding new systems and infrastructure, ensuring that all systems will function reliably, and training all relevant staff to use new systems and programs. Incentive Systems: We must consider altering existing incentive systems to coincide with our new strategic objectives. As an example, if we can alter existing incentive system rewards employees on the basis of tenure, but our new strategic plan calls for a 50 percent increase in service plan sales to reposition our company as a service provider, then consider altering the system to reward employees or teams with high monthly service plan sales numbers .According to â€Å"Crafting and Executing Strategy† by Thompson, Strickland, and Gamble, our employees’ incentive-based goals will always coincide with our organizational objectives. Strong Leadership and Culture: Organizational culture and strong leadership are inseparable. We must encourage and train our management team to be agents of change, with the ability to champion new ideas and coach employees through the change process. Also, use our influence as a leader to reset the tone of our organization to reflect the importance and seriousness of our new strategic plans, and lead by example in terms of flexibility and dedication to change. Capital Resources: All of the internal elements listed in this article require capital to employ. For example, highly skilled workers demand higher wages, technological infrastructure can be costly, and reward systems require capital if material goods are offered. Thus proper budget have to be introduced.

Actual Outcomes of Paris Peace Conference Essay

Down and out in Paris and London is the work of an elite author by name George Orwell which was published in 1933. It explains in two parts, the subject of poverty about two cities. It gives an account of his survival in Paris and his experience as a casual laborer. In his second part he tells of his life in London. This he uses the viewpoint of a tramp and what accommodation is available. This book so compelling as it is written in a way that it gives a personal touch as Orwell tells of his opinions. George Orwell visualizes how poverty can pull people together as they try to find a solution to their predicaments. He gives a picture of how people in need and of course the peasant’s takes friendship seriously. Coming together is the only way to get a solution for their almost similar issues. George Orwell in his writings addresses the needs of the poor and their issues but he uses his experience to show that poverty is not permanent. Orwell life in the streets taught him that it’s not everybody in the street that is lazy but it’s just that their hard work is hardly rewarded. One can have beautiful plans but he never knows what lies ahead. See more:  Capital budgeting essay His efforts for the first year only brought him twenty pounds and just as he had plans to save and maybe redeem himself an obstacle in form of a thief shattered his dreams. The poor have a way of sticking together and are easily moved by the experiences of the others. Orwell never became a radical but rather he took an outside position, as he probed into the environment of the workers and the poor. He was skeptical of the working class capacity in politics. Though he emphasized of middle class failure to mingle with the working class, he had a kinship attraction to the working class. He was in love with their culture and defended them as decent people defied by economic factors. Orwell is criticized for putting more emphases on confidential social characteristics as preferred to the material discrepancies and conflicts among the labor and the owners of capital. He imagined the common people still lived lives of absolute morals and bad from which intellectuals had escaped long ago. Orwell rejects anti-essentialist pattern. This leads him to a suspicion that the intelligentsia never sought to mingle with the working class but rather to overrun them. Orwell appreciates the low housing values like tactless, stupid, sexist humor, and bawdiness not for what it represents but for what it is. He hails beer and those who take it. He legitimizes the culture of the working class that is the racist and sexist themes. Their loyalty to guns and capital punishment must not be marked as impacts of alienation but can be made regal by the culture. The middle class have had a lot of feedback from Orwell as ties to identify with the working class. The great depression was a serious economic crisis between 1929 and 1933. It led to so many people loosing their jobs and even the farmers were not spared. Businesses went bankrupt and industries were incapacitated. In his book down and out in Paris and London, George Orwell tells of his experience in while living with the unemployed and the miners. However, the most significant thing between the Great depression and George Orwell, is that this is when he was â€Å"born†. Just to give an insight, a child Eric Blair was born to a family of British middle class in 1903 in India. In his child hood, he had experienced the good side of the British empire and had the best education. Blair’s future seemed bright and naturally he was expected to follow in his dad’s footstep. Thus in 1922, he linked up with the imperial police who were stationed in Burma. However, Blair had gotten his suspicion for the ruling class and their unlawful authority as he was undergoing education in Eton. After working for five years, his conscious could not stand the oppression and exploitation in Burma. Thus he returned back to Britain influenced to be anti- imperialist. Upon his return, he was obviously not taking sides with the rule of the day and thus, to avoid bringing shame to his family, he was reborn through a change of name to George Orwell. His rebirth was marked by the documentations he wrote outlining the poor and the working class oppression. Among these documentaries was the book Down and Out in Paris and London 1933. The book Down and out in Paris and London has great connections with the history of Europe. First the writer gives a candid experience of the lives of the working class in London and in Paris. These cities are in Europe and thus a rather raw picture of Europe during the depression which has a great mark in European history is painted. The book literally talks more of the European history but in other words. The casual houses or the spikes are terms synonymous with the European world. It is in this book that George fighting in the Spanish war for the republicans during the Second World War. Some of these experiences are what we learn in the European history but they sound more convincing when they come from a man who really had an upper hand as they happened. In conclusion This book is a perfect picture of the specific historical details about the political and economic circumstances of Europe in the 1920s and early 1930s. Orwell describes poverty as he saw it and experienced it. It is brutal, debilitating, full of suffering and demeaning to the core of one’s being. It was almost impossible for George to publish his book. It is disputed as to whether the original publication really came to see the light of the day. Many publishers could not agree to publish George’s book as the reality covered in it was really a sore to the authorities. The authorities could agree to face the reality that some of its people in the lower levels were being mistreated. They would rather stick to their belief that it was out of their own fault that they had to lead so miserable live. George had a tough time trying to convince that the lower class was decent people facing economic obstacles. The empathy exhibited by George was vey touchy. Some pessimistic argue the fact whether George was merely taking journalistic adventure. However, we get to learn the virtue of empathy in its essence.

Strategic Marketing Plan for Marina Bay Sands Hotel

Strategic Marketing Plan for Marina Bay Sands Hotel Advertising We will write a custom report sample on Strategic Marketing Plan for Marina Bay Sands Hotel specifically for you for only $16.05 $11/page Learn More Executive Summary This report analyses and presents the â€Å"Strategic Marketing Plan† for â€Å"Marina Bay Sands† Hotel. This is a five-star inn located in Singapore, which has excellent leisure facilities, fashionable architecture, and offers first-rate MICE services to clients. The report highlights the overall company history in terms of hotel description, its location, services offered, its clients, owners, and basic formation. The company’s market share and revenue is analyzed, with the significant effect of global economic crunch noted. This has affected the market capitalization over time from 2007 value of $49 billion; $140.00 per share to nearly $3 billion in 2008. There is a brief description of organizational structure and working systems within Marina, this include s the statement of the mission of the organization. Concurrently, PESTLE analysis describes the exterior influences on the industry. An analysis of each factor is evident thus demonstrating the current position of the organization. Market analysis shows that Marina enjoys a strategic location in Singapore, South East Asia with a large customer base. Competition is not as stiff as only one rival, GMB exist in the region. There is an analysis of the four P’s in relation to the business. Noticeably, a SWOT analysis indicates that the organization has more potency and opportunities than the limitations and threats. An outline of recommendations for future methodologies and approaches to marketing is evident in the final part of the report on the firm. Introduction Strategic Marketing Plan This is a vital concept in all business organizations as it forms the root for successful service launch and market performance. Macdonald (2008, p 25) argues that marketing planning helps busin esses to scrutinize and direct the range of interior and peripheral influences on its competency to accomplish lucrative sales, and goals.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More According to him, planning of the marketing undertakings with inclusion of all the business activities is necessary for potential growth and service to customers. This novel approach enables corporate to gain profit, which is the universal yardstick for gauging efficiency while also satisfying customer desires. Marketing strategies in any business outline become the working targets in the marketing unit (Macdonald 2008, p 26). Williams Leech (2004, P 64) indicates that marketing plan is a representation of outcome of strategy development, setting objectives, and shaping the P’s. That though there may be variances in the structure, the plan mostly consists of the management summary, market situation, â€Å"SWOT and PESTLE† analysis, and marketing objectives. With globalization, the increased interests in hospitality sector require organizations that have sound marketing plans if they are to realize profitability and provide adequate services to the beneficiaries. General Company Background Hotel Description This is Asias fabulous trade and holiday destination, has about 2,500 accommodation and suites, â€Å"state-of-the-art† caucus and exposition amenities, theaters, first-rate casino, leisure and top shopping or dining within Singapore. It is a unification of three deluxe hotels coupled by gorgeous sky patio and Sands SkyPark. Established by the famous gaming corporation, â€Å"Las Vegas Sands,† Marina provides console and bliss for all clients. It offers excellent gaming, noble-concept bars; trendy clubs and delicious meals. In a featured article, Ballinger (2010) observes that it also embodies of three high rise storey commissioned in 2010, wi th 1-hectare crown Sky Park eliciting 360-degree appearance to Nation’s skyline and showing marvelously sculptured precincts, cafeterias and a swimming puddle. The Market Share and Revenue There are estimations that over 90% of the greater â€Å"Las Vegas Sands† is under the ownership of inside members, the current CEO with an approximate of 65%. According to Cohen (2010), MBS has recorded over double in net revenue, say US$485.9 M up from US$216.4 M in subsequent quarter with only 65 days functionality upon its April pliable commissioning.Advertising We will write a custom report sample on Strategic Marketing Plan for Marina Bay Sands Hotel specifically for you for only $16.05 $11/page Learn More Income prior to interest, levy, depreciation, and paying off rose up to US$241.6M whereas EBITDA margin escalating to 49.7% from 43.7%. Global fiscal slump has currently affected the marketplace capitalization over time from 2007 value of $49 billion ; $140.00 per share to nearly $3 billion in 2008. It has over time experienced financial crunches, with Sheldon persistently intervening to correct the anomalies. There has however never been a presentable long-term fiscal performance analysis since the hotel came into full fledge operation just i8n recent times. As indicated by Cohen (2010), the hotel performance over short period of operation, is progressive and has added additional upscale value to the Singapore’s hospitality market index and rating. Sheldon Adelson indicates in the â€Å"LVS annual report† (2010) that MBS hotel increases trade and leisure in Singapore and the greater South Asia. He further indicates that the hotel has realized approximately $1 billion attuned property EBITDA in the initial one year of business, which is a tremendous and historical record. Employees and Business Structure The â€Å"Las Vegas Sands Corp.† is involved in the tenure and supervision of this hotel. It has other in tegrated vacation conveniences spread worldwide. As indicated in the â€Å"LVS annual report† (2010, p 21) the company directly employs about 34,000 workers apart from temporarily hired ones on need-based concept. Mutual bargaining treaties do not exist for the Marina hotel employees. In this report, the corporation again indicates that the employees are gratis to engage in labor unions and this shall not affect its fiscal outputs. The business is under ownership of many, with Adelson Sheldon having almost the largest allocate in capital. Several workers help in running business. The hotel is a constituent of the larger â€Å"Las Vegas Corp† and is managed at peak by a sitting executive committee chairing all the LVS initiatives. Regional management in Singapore is responsible for routing the company’s mission and policies in the hotel.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Apart from rest of implementing employees like culinary staff, there exist peak, central level, and line managers with a variety of departments coordinated by the overall manager for hotel’s efficiency. The HR indicates in an interview featured in â€Å"The Pulse, Issue7† (2009, p 3) that MBS hotel has dedication to mentoring and training its employees. That there is broad leadership and unit definite training and instruction in existing organization levels. There is again commitment to edifying a culture of general reverence and support to enhance teamwork. Mission and Vision Statement and/or corporate values In the pulse (2009, p 2), president of MBS redefines the companies mission and vision. The vision is â€Å"We create once- in- a- lifetime encounters every day.† The mission â€Å"We are devoted to turning MBS the globe’s most outstanding destination for leisure, shopping, and business.† From these, we see a resolute hospitality empire with g reat dedication to service delivery and satisfaction. The above values symbolize the hotel’s culture and core fundamental principles that guide service provision to all clients. Olsen Zhao (p 4) in reporting â€Å"Travel and Tourism Intelligence’s† 2001 study states that corporate values are the founding stones for branding; an aspect becoming increasingly vital by generating higher market share. This permits hotels to indict premium rates, issue superior investor proceeds, and launch customer loyalty. Kumar (2010) also recognize that without sound corporate values, businesses in the hospitality industry are unable to set magnetic product or service brands thus cause failure in efficiency and profitability. The PESTLE analysis This refers to a methodology given application by organizations in the study of their exterior macro environment. This acronym stands for â€Å"Political, Economic, Social, Technological, Legal, and Environmental† (Doyle 2008). The re is scanning and identification of risks or environmental changes, monitoring for recognition of trends, and preparation for mitigation. As indicated in â€Å"The Pulse, Issue7† (2009) the hotel is set in a magnificent outlook, providing a dream hospitality destination for the great South Asia. As indicated in â€Å"LVS annual report† (2010), Adelson views Singapore’s exceptional transport system and immediacy to South Asian population as a business advantage. This couples with the hotel’s iconic architecture, supreme entertainment amenities, and strategic setting next to Singapore’s CBD. These factors will in future help in establishment of sustainable client base. The high rate of globalization increases demand for vacation services. As Cohen (2010) indicates, MBS has recorded over double in net returns since its April commissioning. Increasing technological advancements has enhanced online reservations, client communication, and e-finance serv ices thus uplifting hotel trade. It is evident that technology will increase the company’s performances even in the future, given daily advancements and employment of qualified technical staff. The worldwide recession grossly affected the company, lowering its marketplace share and revenue with a higher percentage. Sheldon Adelson however intervened through increasing his shares and loaning the hotel. The annual report (2010, p 9) indicates that Singapore unlike many Asian hospitality and casino markets is not dominated by junket activity. The regulations here require prospecting junket operators to pass a background audit and have license. There are comprehensive licensing necessities and frameworks, which cushion hotel operations and favor their profitability. The legitimate organism thus favors the company. Current Competitor Analysis Competition amongst resorts in the South Asia is high, especially in Singapore where other hotels apart from MBS include RWS, and Macau. RWS is 100% property of the Genting Singapore, located in Sentosa Island, and is a prime family tourist destination connected to Singapore via vehicle and pedestrian bridge. Both companies provide similar services, with RWS having the advantage of an Island location in the Sentosa. Most importantly, MBS hotel has only one competitor in Singapore. As cited in the LVS annual report (2010, p 10) hospitality activities like betting is observed through state-sanctioned licenses awarded to only two operators, of which MBS is one. There is thus restricted competition in betting. Sentosa as a major competitor in the area only began its functioning in January 2010 with six hotels, about 1800 rooms, â€Å"Universal Studios theme park,† Marine Park, and few others. MBS being one of the LVS hospitality enjoys extensive market exposure than its competitors. Genting chairperson, Lim Kok expected an annual turnout of 13 million clients in the first period of work. Other facilities in Sentosa i nclude Maritime Experiential Museum, conventions or exhibitions conveniences, restaurants, and trade shop. It contains approximately 470 betting tables, 500 electronic gaming tables, and 1200 slots. These are far less considering the diverse services existing at the MBS hotel. Their capital base is also limited unlike MBS, which is not purely under singular ownership thus draws large capital from varied sources. The leading shareholder here is the Adelson, who happens to be the Chair and treasurer of MBS. The competitor has recently not introduced any new services. The plush facilities including swimming pool and first-rate services offered under the three-storey roof empire places MBS hotel far ahead of its rival. Current Market Analysis The hotel faces only one competitor RWS in Singapore. Early this year, the â€Å"Chief Operating Officer† Mike Leven indicates that there is growing demand in the hotel facilities, with 80% occupancy. Entry of the MBS into the nation’ s betting sector doubled at about US$6B during 2010. The US$5.5 billion MBS received 11 million clients, having been operational for about one year. Other cited future markets as stated by chairperson Adelson include Spain and India. As stated in the 2010 annual report, advertisement is through both mass and print media, and internet. The hotel marketing department participates in unswerving marketing as permitted in diverse geographic locations; these may be through top slot and chart games markets. According to this report, the hotel enjoys the Singapore market, which has advanced fiscal and transportation network in the S. E Asia locality. This is a place for both trade and vacation. There are further indications that the STB had 11.6 million international guests in 2010, an elevation of 20% unlike 2009 (LVS annual report 2010, p 9). The total mean duration of visit by tourists in Singapore as estimated by STB was 3.9 in 2010. This obvious market enables the hotel to benefit as p resently, the entire betting market has equal contributions from VIP and crowd gaming portions. Additionally, inputs from slot equipment and mass betting segment enhance early escalation of market. Major gaming patrons are from Singapore, Indonesia, and Malaysia. There is nonetheless, expectations of further market extensions into novel feeder markets considering the geographic placement. Cohen (2010) reports that most customers approve the first-rate services offered in this hotel. Current Marketing Mix Marketing involves the matching of an enterprise’s roles and competencies with the client’s desires to attain satisfaction on the two sides (Bowie Buttle 2004). Marketing mix embodies an array of manageable, strategic marketing concepts that a company may blend to realize the response it longs for in the targeted market. It comprises of an entirety of what an organization can do to manipulate demand for its services or products (Wood Brotherton 2008). As indicated by Reid Bojanic (2010), the set collate into the four P’s of â€Å"Product, Place, Price, and Promotion.† They further indicate that organizations are keen to manipulate these variables to develop a strategy for service or product used to found a marketing program. The hotel presents a range of services to visitors on site; the conspicuous ones include meetings and conferencing conveniences, incentives, and exhibitions (MICE). Within it, one may enjoy first-rate casino, leisure, theatre sessions, and shopping expeditions. There are fantastic views from the SkyPark space; this is home to globe’s longest swimming pool, restaurants, and twilight clubs. It offers flexible and exclusive conventions in the area. Several corporate, international, theatrics events, and state functions occur in Marina. Concierge desks services include some of the currently operational services at the expo and convention hub. This enables delegates to buy parking tickets at cheaper amounts unlike other MICE facilities. Promotion as indicated in the LVS annual report (2010, p 10) is through lots of media channels. TV, radio broadcasting, internet, newsprint, magazines, and billboards include some of the commonly used advertisement channels. There is use of direct marketing in various geographic locations, aimed at definite market segments, embodying the â€Å"premium slot and table games markets.† The hotel’s sales unit frequently organizes cocktail events as part client campaign (The pulse 2009, p 4). Targets include voyage agents, corporate regulars, and forum exhibition organizers. The location of Marina is strategic within the great South Asia. Singapore’s good transport network and financial stability is a business merit (Pulse 2009). There are transport systems from the airport designated for visitors destined to Marina. The hotel’s marvelous structural design, excellent leisure facilities, and tactical location help to attract client s. Marina has nightly charges from $237.22 to $1,166.10. There are however, varied charges depending on the type of services offered, rates try to align with those set by STB and fluctuate variably between tourist low and high peaks. The seasons affect demand for these services and gaming charges are set for dissimilar segments but not for junkets. SWOT analysis SWOTs refer to the inferences for establishing strategic marketing schemes. Organizations maximize on strong points and available opportunities within their reach and minimize their weaknesses and outdoor threats (Reid Bojanic 2010). Major strengths of Marina are its capital base so that it minimally relies on external funding, and its iconic architecture that attracts large pool of customers. It has strategic setting in Singapore, which is a vastly industrial state with great tourist attraction capacity. From the pulse (2009), it is evident that Marina hires services of qualified professionals and human resources capable o f driving its objectives to success. The Skypark provides great view of the Singapore from top. This provides an inimitable tourist attraction, which is only in Marina. The restriction of junket gaming by Singapore government makes Marina casinos to be the only outstanding betting destination apart from GMB in the SE Asia. Marina enjoys an established brand and image emerging from the mother company, â€Å"Las Vegas Corp.,† which has long developed many hospitality centers globally. Weaknesses may include constant fluctuations in trade due to varying tourism seasons. The MICE services help in reducing losses as corporate hold functions regularly throughout the year. The MICE and casino services significantly reduce overreliance on a single target group. Marina casino enjoys market opportunities due to litigation of betting by Singapore. The huge annual tourist turnout in the country and its strategic location in the South East Asia provides adequate customer base for the hote l. Threats include competition from GMB, which is also a plush hospitality center located in Sentosa Island. The casino faces competition from the backdoor betting junkets that operate illegally despite government’s stringent regulations on gaming. The current global economic slump is a major threat to the company. This may not favor quality services and expansion into novel markets. Future Marketing Strategy (Objectives/ Activities) The hotel should concentrate on varied segments in the population. There can be an espousal of different service rating mechanism for home and foreign visitors to encourage both. Thi9s will ensure service utilization by almost all segments of population, thus increasing client base and returns. Maximization of cash flow from operating assets can result through organic returns upscale and working effectiveness. Collaboration with organizations, especially tour travel bodies will help in future to attract more customers and satisfy their needs. Thi s will again expand capacity and increase competitive strength. Careful rate fixing will help the hotel to reduce loss of its customers to the competitors like GMB in the future. The company should strive to extend to new feeder markets all over the continent and establish itself as a world’s foremost hospitality service provider in five years time. This is achievable through active and noble means of capital outsourcing from IPO’s, bonds, and engaging in sustainable loaning systems. List of References Ballinger, L. (2010), Dont go off the VERY deep end Infinity pool 55 STOREYS above ground opens in Singapore in dazzling new  £4bn resort. Web. Bowie, D. Buttle, F. (2004), Hospitality Marketing: An introduction, Oxford, Elsevier Butterworth-Heinemann. Cohen, M. (2010), Singapore Casinos an Uncertain Bet. Web. Doyle, P. (2008), Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value, Chichester, West Sussex, John Wiley and Sons. Kumar. ( 2010), Mktg of Hospitality Tourism Serv. New Delhi, Tata McGraw-Hill Education. Las Vegas Sands Corp. (2010). Annual Report; Marina Bay Sands Singapore April 2010. Web. Macdonald, M. (2008), Malcolm McDonald on Marketing Planning: UnderstandingMarketing Plans and Strategy, Philadelphia, PA, Kogan Page Publishers. Olsen, M. Zhao, J. (2008), Handbook of Hospitality Strategic Management, Massachusetts, MA, Butterworth-Heinemann. Reid, R Bojanic, D (2010), Hospitality marketing management, 5th edition, Hoboken NJ, USA Wiley Sons. The Pulse, (2009), Bigger and Bolder. Issue N. 7. Web. Williams, KS Leech, C. (2004). Creating a Customer Focus CMIOLP, Massachusetts, MA, Butterworth-Heinemann. Wood, R. Brotherton, B. (2008). The Sage handbook of hospitality management, California, CA, SAGE Publications Ltd.

Acedemic Analysis Essay Example

Acedemic Analysis Essay Example Acedemic Analysis Essay Acedemic Analysis Essay Did living standards improve during the Industrial Revolution? Historians know that the Industrial Revolution made Europe wealthy. An imp rattan question is was it like to live through it? Historians are divided over what hap penned to wages during the Industrial Revolution. Most agree that they did increase; the quests on is, when. It is hard to say when because wages change constantly due to inflation and the w ages Of workers in the industrial revolution were paid informally leaving no real records behind. Luckily for researchers Britain is one of the best countries for keeping historical records such as wages that were paid out. Using the information from British records it can be concluded that wages rose after 1840. Some even claim that wages doubled between 1840 and 1910 beck cause the technological improvements lead to higher levels in labor productivity. However, quality does not only refer to money and wages, it also involves pee pleas health. One way to measure health is to study peoples heights at the time b cause well nourished people tend to be taller. During the Industrial Revolution, people w ho did less manual labor and who were less afflicted by disease tended to be taller. Life expect icy is another way researchers can accurately measure the living standards of the time. Life expel stance is calculated by looking at death registrars. If you know the distribution of ages at which pee pole die, you can work out the most likely age to which people will live. I agree with the points made in this article and I find the fact that we can use height to measure quality of life interesting.

Definition and Examples of Slang in English

Definition and Examples of Slang in English Slang is an informal nonstandard variety of speech characterized by newly coined and rapidly changing words and phrases. In his book Slang: The Peoples Poetry (OUP, 2009), Michael Adams argues that slang is not merely a lexical phenomenon, a type of word, but a linguistic practice rooted in social needs and behaviors, mostly the complementary needs to fit in and to stand out. The Characteristics of Slang   The most significant characteristic of slang overlaps with a defining characteristic of jargon: slang is a marker of in-group solidarity, and so it is a correlate of human groups with shared experiences, such as being children at a certain school or of a certain age, or being a member of a certain socially definable group, such as hookers, junkies, jazz musicians, or professional criminals. (Keith Allan and Kate Burridge, Forbidden Words. Cambridge University Press, 2006) The Language of Outsiders   Slang serves the outs as a weapon against the ins. To use slang is to deny allegiance to the existing order, either jokingly or in earnest, by refusing even the words which represent conventions and signal status; and those who are paid to preserve the status quo are prompted to repress slang as they are prompted to repress any other symbol of potential revolution. (James Sledd, On Not Teaching English Usage. The English Journal, November 1965)  The downtrodden are the great creators of slang. . . . Slang is . . . a pile of fossilized jokes and puns and ironies, tinselly gems dulled eventually by overmuch handling, but gleaming still when held up to the light. (Anthony Burgess, A Mouthful of Air, 1992) Standing Out and Fitting In   It is not clear to what extent the slang impulse to enliven speech, the impulse to stand out, mingles with the slang impulse toward social intimacy, the impulse to fit in. At times they seem like oil and water, but at others the social and poetic motivations emulsify into one linguistic practice. . . .  All of us, young and old, black and white, urban and suburban have slang, and, with your eyes closed, we can tell black guys chillaxin with their buddies from young soccer moms dishing out about the latest issue of Jane*. We share more slang than separates us, but what separates us tells us and others where we fit in, or perhaps, where we hope to fit in, and where we dont. . . . As a social marker, though, slang works: you know that youre among the old, tired, gray, and hopeless, rather than hip, vivid, playful, and rebellious, if only in spirit, when you hear no slang. Slang is a tell even in its absence. (Michael Adams, Slang: The Peoples Poetry. Oxford University Press, 2009)   Your mother reads and reads and reads, she wants English, as much as she can get her hands on . . .. Id come late Friday afternoon, it used to be that I would go home with a magazine or two and maybe a paper, but she wanted more, more slang, more figures of speech, the bees knees, the cats pajamas, horse of a different color, dog-tired, she wanted to talk like she was born here, like she never came from anywhere else . . .. (Jonathan Safran Foer, Extremely Loud and Incredibly Close. Houghton Mifflin, 2005) Modern Slang in London   I love modern  slang. Its as colorful, clever, and disguised from outsiders as slang ever was and is supposed to be. Take bare, for example, one of a number of slang terms recently banned by a London school. It means a lot of, as in theres bare people here, and is the classic concealing reversal of the accepted meaning that you also find in wicked, bad and cool. Victorian criminals did essentially the same with back slang, reversing words so that boy became yob and so on.  The other banned words are equally interesting. Extra, for example, mischievously stresses the superfluous in its conventional definition, as in reading the whole book is extra, innit? And that much-disapproved innit? is in fact the nest-ce pas? English has needed since the Normans forgot to bring it with them.  And who would not admire rinsed for something worn out or overusedchirpsing for flirting, bennin for doubled-up with laughter, or wi-five for an electronically delivered high-five? My bad, being n ew, sounds more sincere than old, tired, Im sorry (Sos never quite cut it).   Mouse potato for those who spend too much time on PCs is as striking as salmon and aisle salmon for people who will insist on going against the flow in crowds or supermarket aisles. Manstanding is what husbands and partners typically do while their wives or partners are actually getting on with the shopping. Excellent. (Charles Nevin, The Joy of Slang. BBC News, October 25, 2013) Old Slang: Grub, Mob, Knock Off, and Clear as Mud   When we refer . . . to food as grub, it is perhaps hard to realize that the word goes back to Oliver Cromwells time; from early 18th century come mob, and also knock off, to finish; and from early 19th century, the sarcastic use of clear as mud. (Paul Beale, editor of Partridges Concise Dictionary of Slang and Unconventional English. Routledge, 1991) The Life Span of Slang Words   With the exception of cool, which retains its effectiveness after well over half a century, slang wordsgroovy, phat, radical, smokinhave a very brief life span in which they can be used to express sincere enthusiasm. Then they revert to irony or, at best, expressions of a sort of mild sardonic approval. (Ben Yagoda, When You Catch an Adjective, Kill It. Broadway Books, 2007)  The latest slang term for defecation, however, is dropping the kids off at the pool, which offers hope for a new generation of euphemistic suburbanites. (William Safire, Kiduage. The New York Times, 2004) Slanguage   The expression slanguage has been in the English language for well over a hundred years and has an entry in reputable dictionaries like the Macquarie and the Oxford. One of its first written appearances was as early as 1879, and since that time it has been in regular useThe slanguage of a sporting reporter is a fearful and wonderful thing, to give just one early example. The word slang has given rise to quite a number of wonderful blended or compounded words, such as slanguage, and many of them have been in the language a very long time. (Kate Burridge, Gift of the Gob: Morsels of English Language History. HarperCollins Australia, 2011) Can O' Beans on Sloppy Slang   Well, said Can o Beans, a bit hesitantly, imprecise speech is one of the major causes of mental illness in human beings. . . .  Ã‚  The inability to correctly perceive reality is often responsible for humans insane behavior. And every time they substitute an all-purpose, sloppy slang word for the words that would accurately describe an emotion or a situation, it lowers their reality orientations, pushes them farther from shore, out onto the foggy waters of alienation and confusion. . . .  Slang possesses an economy, an immediacy thats attractive, all right, but it devalues experience by standardizing and fuzzing it. It hangs between humanity and the real world like a . . . a veil. Slang just makes people more stupid, thats all, and stupidity eventually makes them crazy. Id hate to ever see that kind of craziness rub off onto objects. (Tom Robbins, Skinny Legs and All. Bantam, 1990) The Lighter Side of American Slang I know only two words of American slang: swell and lousy. I think swell is lousy, but lousy is swell. (J.B. Priestley) * Jane was a magazine designed to appeal to young women. It ceased publication in 2007. Pronunciation: slang

On Learning Theories Essay Example | Topics and Well Written Essays - 250 words

On Learning Theories - Essay Example As theories are subject to change, so is cognitivism, the theory that states that students learn through associating observations and experiences with their own way of life. Some profound truth could be seen in this theory but like other theories, it has its waterloos so dependence on it alone is not a good idea. Constructivism on the other hand says learners understand through how they interpret and understand information and experiences. Whatever learning theory there is that a teacher wants to apply, it should be emphasized that no one theory is applicable to a group of learners as all people are uniquely different. As a teacher, one should consider all the theories and understand also that combining them all is not the remedy to achieving the best from them but to observe how learners are individually coping with their education. Indeed, a teacher’s task extends far beyond just teaching. Learners are uniquely different and one observation in a group does not really mean it is applicable in another group or an individual. Therefore, it is interesting for a teacher to note this theory and be very careful with how one deals with students with respect to the theory. For instance, Thorndike’s law of effect has been proven to have different responses when it comes to reward and punishment so an educator should not insist on punishing if it does not result to the best outcome from the learner. Behaviors of learners that are measurable like the conditioning of Pavlov, Watson and skinner.

Competencies for International HR Essay Example | Topics and Well Written Essays - 2000 words

Competencies for International HR - Essay Example Referring to Stroh and Caligiuri (1998), one of the most critical factors for the success of a company is its management of the human assets. The most important issue for HR in global organisations to decide at present is to decide whether they should depend on convergence or divergence. Convergence refers to developing the same basic rules and regulations for all locations, and divergence refers to allowing diversity according to local requirements. As Amstrong (2006) points out, the decision to make a company centralised or decentralised is dependent on a number of factors. These factors are: the extent to which there are well-defined local norms, the degree to which a unit is embedded in the local environment, the flow of resources from parent company to the subsidiary, and the nature of the industry (ibid). Admittedly, one thing becomes evident from this description: HR has an important role to play in this situation. A study in Malcrum(Alexander et al , 2009) with the support of HSBC looked into the role of internal and external communication in the present day international HR. It is found that the purposes in enhancing internal communication for businesses are creating understanding of the company strategy and direction, supporting organisational change, keeping people informed of company news, building company pride, and helping people to live values (ibid). Thus, it becomes evident that the purposes all are linked to HR. The main purpose of internal communication is employee engagement. Then, the study looked into how this internal communication is linked to external communication. In the present day business world, companies undergo rigorous scrutiny from the part of media and governments. That means companies will have to ensure that they practice what they preach. As Alexander et al (2009) states, if a company makes a public statement, it should make sure that the employees are aware of the same, and vice versa. When this point is discussed, it beco mes necessary to point out how a lack of relationships with external media, governments and local communities can be destructive at times. An example is the crisis faced by Shell Oil in Nigeria. To illustrate, it was during 1990s that Shell Petroleum came under heavy fire from the part of international press and local media for alleged environmental pollution of the delta. Noted public figures like Saro-Wiwa raised their concern against the company, and mass agitation began in no time. The company realised that it had little chance for improving its image or to bounce back to its previous glory as it had not cared to keep relationships with international media or the local community. In order to improve its image, the company took the following public relation initiatives. Firstly, it started balancing its business with active citizenship/working in partnership with communities. Secondly, the company decided to position itself as a company that respects human rights and environment. Thirdly, the company started publicising itself as a law-abiding, non-sectarian company. As Turk and Scanlan (1999) reflect, the company decided to propagate what it did for community and environment. Thus, one thing becomes very evident. International HR needs to be able to keep both internal and external

Intercultural encounters Assignment Example | Topics and Well Written Essays - 500 words

Intercultural encounters - Assignment Example differently to such encounters of cultural difference for instance some people may accept such cultural difference, others may reject while other may make the adaption (Gert et al., 2002). Communication and lingo is one of the mainly common intercultural encounters that a person is likely to face in the world today. Smiling for example is a non-verbal gesture of communication use in the world. However, a smile is often misinterpreted because it has different meanings in different cultures. In the Angolan culture, for instance a smile is used as a friendly gesture of welcoming another person. A smile in Asian cultures may often be used to signify discomfort, confusion, or even embarrassment. In some cultures, a smile is only for family and friends for instance in Germany. A smile in the Middle East has a significant difference from other parts of the world especially a smile from a woman to a man. Such a smile may mean sexual attraction (Deardorff, 2009). Different cultures have different interpretation of a particular aspect of life. Smiling for instance is a communication gesture that may be applicable across the world. Nonetheless, different cultures apply and interpret a smile differently. It is therefore important for a person to understand cultural interpretation and meaning of different aspects otherwise a risk of misinterpretation is very likely. It is obvious that different cultures conflict in a number of ways for instance a smile from a woman to a man in the Garman culture may signify friendship while in the Middle East it signifies a completely different thing and that is sexual attraction (Gert et al.,2002). The conflict and culture is indeed applicable in the day-to-day encounters of an individual particularly with the aspect of globalization and the world becoming a global village. One of my life experience regarding conflict and cultural differences was in Japan. Japanese interpret a smile as a sign of discomfort or confusion while people from

Module 7 DQ 1 and 2 Article Example | Topics and Well Written Essays - 500 words

Module 7 DQ 1 and 2 - Article Example The medical staff feels that the technical aspects of EHR and following laws take away from their time treating patients. The HIT manager therefore takes that burden away from them and by doing his or her job; the clinical people can be free to concentrate on their main concern, the patient. Goetz et al (2013) published a survey in The American Journal of Managed Care in which she states under HIT, communication is the main benefit and that the physician’s records are more organized. As business people also, the medical personnel feel that the greatest challenge is the increased cost of the equipment and people required for implementation. The Journal of AHIMA (2013) has published a list of those items absolutely essential for good strategy planning. For one thing, the article states that IT should be involved in all facets of the brainstorming. Another is that the involvement and representation from all levels in the facility (all stakeholders) is likewise necessary for the plans to succeed. In the ongoing controversy between top down and bottom up philosophy in deploying a healthcare IT system, IBM has put together a white paper concerning the advantages and disadvantages of both (2005). Although almost eight years is an eternity in information technology, the points brought out are still very much relevant. The bottom up approach offers more clinical saturation early on. As initial costs are lower, benefits are realized much sooner, material and otherwise. As well, password security is managed better. Yet the main disadvantage is that later changes to the system are not necessarily very easily accomplished. Therefore, it can be said that top down is a mirror image of the bottom up method. Although initial costs are much greater, its main advantage is that the entire facility is not disrupted during the implementation process. Because of the higher costs, it will take a longer period to realize a payback. In addition, custom

Ophthalmic Care Essay Example | Topics and Well Written Essays - 2750 words

Ophthalmic Care - Essay Example This is to distinguish the normal elevation of intraocular pressure seen in otherwise normal individuals. Measurement of intraocular pressure is thus one of the first completely new skills that a new ophthalmic nurse practitioner must master. Therefore, knowledge about it is important. Measurement of the intraocular pressure in a large number of normal subjects reveals a normal distribution extending from pressures of 10-12 mmHg to 25-28mmHg (Rossetti et al., 2008, 1053). The pattern of distribution fits a Gaussian curve, so that the majority of subjects have a pressure of about 16mmHg. For clinical purposes, it is necessary to set an arbitrary upper limit of normal. By and large, the eye can stand low pressures remarkably well, but when the pressure is abnormally high, the circulation of blood through the eye becomes jeopardised and serious damage can ensue. For clinical purposes, an upper level of 21 mmHg is often accepted. Above this level, suspicions are raised and further invest igations undertaken. Thus measurement of IOP is a significant initial clinical diagnostic step that determines further course of action in such patients (Collaer, Zeyen, and Caprioli, 2005, 196-200). Many nurses need to practice the skill of this measurement since accuracy is a very important parameter leading to the further steps in the ophthalmic care pathway. Rationale Now, the question is, why I have chosen measurement of intraocular pressure to demonstrate my skill as a new specialist nurse. Glaucoma is second only to cataract as a leading cause of global blindness and is the leading cause of irreversible visual loss, largely due to primary open-angle glaucoma (POAG). In 2002, it was estimated that 161 million individuals worldwide had visual impairment and 37 million were blind. Glaucoma accounted for 12.3% of global blindness, Bilateral blindness from glaucoma is projected to affect 8.4 million individuals worldwide by 2010 and greater than 11 million by 2020. Globally, glaucoma is a significant cause of vision loss that disproportionately affects women and Asians (Cedrone et al., 2008, 3-14). While increased IOP is a strong risk factor for the development of glaucoma, it must be remembered that many people with glaucoma have untreated IOPs of 21 mm Hg or less. Elevated intraocular pressure (IOP) is the most important known risk factor for the development of POAG, and its reduction remains the only clearly proven treatment. Several studies have confirmed that reduction of IOP at any point along the spectrum of disease severity reduces progression (Bowling, Chen, and Salmon, 2005, 1102-1104). The Collaborative Normal Tension Glaucoma Study has revealed that IOP reduction reduces the development of POAG in patients with ocular hypertension and reduces progression in patients with glaucoma despite normal IOP (Anderson, and Normal Tension Glaucoma Study, 2003, 86-90). In the UK, as mentioned by Kroese et al. (2002), glaucoma is, indeed, the second most common cause of blindness as estimated from blindness certification. This accounts for 11.7% of all certifications. In the age group of

Module 7 DQ 1 and 2 Article Example | Topics and Well Written Essays - 500 words

Module 7 DQ 1 and 2 - Article Example The medical staff feels that the technical aspects of EHR and following laws take away from their time treating patients. The HIT manager therefore takes that burden away from them and by doing his or her job; the clinical people can be free to concentrate on their main concern, the patient. Goetz et al (2013) published a survey in The American Journal of Managed Care in which she states under HIT, communication is the main benefit and that the physician’s records are more organized. As business people also, the medical personnel feel that the greatest challenge is the increased cost of the equipment and people required for implementation. The Journal of AHIMA (2013) has published a list of those items absolutely essential for good strategy planning. For one thing, the article states that IT should be involved in all facets of the brainstorming. Another is that the involvement and representation from all levels in the facility (all stakeholders) is likewise necessary for the plans to succeed. In the ongoing controversy between top down and bottom up philosophy in deploying a healthcare IT system, IBM has put together a white paper concerning the advantages and disadvantages of both (2005). Although almost eight years is an eternity in information technology, the points brought out are still very much relevant. The bottom up approach offers more clinical saturation early on. As initial costs are lower, benefits are realized much sooner, material and otherwise. As well, password security is managed better. Yet the main disadvantage is that later changes to the system are not necessarily very easily accomplished. Therefore, it can be said that top down is a mirror image of the bottom up method. Although initial costs are much greater, its main advantage is that the entire facility is not disrupted during the implementation process. Because of the higher costs, it will take a longer period to realize a payback. In addition, custom

World Religions - Psychology of Mystical Experience Term Paper

World Religions - Psychology of Mystical Experience - Term Paper Example Within the Bible, saints, mystics, and sages blessed with an intimate God’s knowledge have existed since the beginning of ages. Mystical experiences are opposite of the numinous experiences in a number of ways. All ‘otherness’ in mystical experience disappears while the believer becomes one entity with the transcendent. Through this, the believer discovers his/her similarity with the deity, cosmos, or other reality. According to Zaehner, quoted by James William (17), there are 2 typically varied mystical experiences: religious and natural mystical experiences. These two modes of mystical experience vary in their nature and scope with the natural mysticism being free from any particular tradition link like the religious mysticism. Actually, religious mystics are common among us today. For over the last 100 years, researchers in religious scientific study have had the ability of determining that God’s mystical experiences are actually not so rare (Vincent 1). The purpose of this paper is to interpret the mystical experiences using the approaches and theories of Freud and Jung. This paper wil l offer some social science and personal evidence that will aid in expanding this phenomenon’s understanding.

Louis Pojman’s We Don’t Deserve What We Earn Essay Example for Free

Louis Pojman’s We Don’t Deserve What We Earn Essay Merit and desert are two terms that are always in opposition to one another. While merit measures value in terms of success or failures, desert presupposes that value is not only measured in terms of success or failure but also the intentions must be assessed. Desert asseses â€Å"whether or not one had good or bad intentions, whether or not one was responsible for the success or failure†. While it is tempting to decide on issues with regards to their value in terms of the intentions of doing them as well as the success or failure of the object to meet our specific demands, I do believe that we merit is the best way of making a decision; we deserve what we earn. Athlete who has been training for long hours everyday deserves to win a race because of his attempt to train, and not marely because he is tall or has some long strides. Merit presumes that a person deserves something provided that he has some qualities. This is in contrast to desert which assumes a person to deserve something given that he attempts or does something. The criterion for deciding whether we deserve what we earn may be either through merit or desert, but one fact is that we generally deserve what we earn. The society itself is full of pointers to the fact that we get what we â€Å"saw†. To begin with, the laws governing our actions in the society show a justice. The concept of justice is found in most cultures and religious institutions. An ancient Greek poet, Simonides, defined justice as â€Å"giving each person his due† an idea which is unequivocal in the ancient Greek laws which also defined justice as giving the people what they merited. This idea of justice is also evident in most religions. The concept of the final judgment done on the basis of ones goodness or badness cuts across all religions; in the Hindu scriptures the notion of reward got after reincarnation is portrayed as being proportional to the person’s deeds. This same idea is also exemplified in the Quran and explicit in the Hebrew and Christian bibles. The bible for example states that what a person sows such shall he reap. In the current world affairs, we can look at the US election as one indicator of the criteria by which the society measures its values. We can decide to look at Obama as deserving the win from two perspective, from a meritorious point of view or from a desert based point of view. If we look at it from a merit-based point of view, then we can say that Obama deserved the win because he planned well, mounted a successful campaign machinery and was successful in convincing the young people, many of whom voted for him. On the other hand, we can decide to say that Obama deserved to win because he represented a minority community which has been oppressed and so deserved to win the election on this ground. Reference Pojman, L. Merit: Why do we value it. Journal of Social Philosophy. New York. Vol 30:83-102.

Gattaca Defying All The Premises Philosophy Essay

Gattaca Defying All The Premises Philosophy Essay Imagine a society where everyone is more intelligent and healthier than you. Imagine a society where your genetic makeup-engineered or natural-determines the job for which you are eligible, whether or not you can be insured, and who associates with you. Gattaca by Andrew Niccol tells the story of Vincent, a young man naturally and traditionally engendered in a world where genetic engineering is the followed pattern to have a child. Few minutes after his birth, Vincents fate is revealed through a DNA analysis. His first genetic test revealed high probabilities of hyperactivity, sight troubles and serious heart diseases, a life expectancy of 30 years and 2 months and quite low intellectual faculties. At that time, the artificial insemination of test tube babies selected according to their genetic potential had become for many people the natural way of making children. But Vincents parents had preferred to let the other nature take its course. Of course they regretted it, and for their next child they went to see a geneticist. A perfect son has been born to them, a son who deserved to be called Anton, like his father. While Vincent was forced by his genetic code and the system to study at home, Anton was taller and better at anything than his elder brother. They used to play at softy. The game consisted of swimming in the sea as far as possible and being the last to make an about-turn. Vincent was always the softy. But besides his weak health, he had a very strong will. His lifelong dream was to join Gattaca, probably the most prestigious company on earth whose activity was to explore galaxies, and go into space. To achieve his aim, he did not stop studying during his whole adolescence, despite his fathers discouragements. The film shows a world where life is highly determined by genetics, and happiness is mostly based on the quality of the genetic profile, a kind of identity card for people. Vincent, who wants to become an astronaut and work for Gattaca, overcome s all the difficulties presented to him defying all the premises of the genetic engineering. However, it is not so clear that only free will is which will lead him to his dream; that significant amount of determination has to do with his success. At a time when we read about cloned sheep and the unraveling of the human genome, the science in Gattaca is theoretically possible. In the futuristic world of Gattaca, society has developed the technology to manipulate human procreation and designed children with impeccable genetic compositions. I suspect most people will order up the make and model they wanted rather than take chances on a throw of the genetic dice. Everyone will live longer and healthier in the Gattaca world. As a result, a new social caste system is created in which the artificially created, genetically superior humans called valids, dominate all major aspects of society. In contrast, the naturally born humans, called invalids, become a mistreated minority. Although all aspects of society are affected by the new genetic technology, the greatest impact is on the job market. As a result, the easiest way to analyze the job market is to compare the occupations of the valids and to the occupations of the invalids. Vali ds are instantly granted powerful, high-paying jobs, regardless of their training or background. For example, when applying for a job at the Gattaca Aerospace Corporation, Vincent, under an alternate identity, is only required to provide a blood test before he is hired and prepped for flight missions into space. Valids also tend to have computer-based jobs so that they make full use of their genetic intelligence. Invalids are only allowed to have demeaning, low-paying jobs. For instance, before assuming an alternate identity, Vincent is only allowed to work at the Gattaca Aerospace Corporation as a cleaner. In addition, invalids are forced to take jobs in which they perform manual labor. I think the Gattaca world is a realistic future even though it might face a lot of social and ethical problems. Firstly we are getting to the technology that is needed for the level of genetic engineering in Gattaca. Human Genome project begun formally in 1990, the U.S. Human Genome Project was a 13-year effort coordinated by the U.S. Department of Energy and the National Institutes of Health. The project originally was planned to last 15 years, but rapid technological advances accelerated the completion date to 2003. The goals were to identify all the approximately 20,000-25,000 genes in human DNA, determine the sequences of the 3 billion chemical base pairs that make up human DNA and store this information in databases. The knowledge about the effects of DNA variations among individuals can lead to revolutionary new ways to diagnose, treat, and someday prevent the thousands of disorders that affect us. However there are many social and ethical problems that human might face on the way to Genetic engineering in Gattaca. Firstly people were taking other peoples DNA without that persons consent in Gattaca, and this could also happen in reality too. Just like what Vincent said in the movie Of course, its illegal to discriminate. But no one takes the law seriously. People were unable to choose their own destiny. You would never be able to hope or dream of anything because your life is already planned out for you. If its not a part of your life plan, then that would be something you dealt with. Invalids were being discriminated against. According to the Nuremberg Code, which is a set of ethical rules a doctor or scientist must follow when experimenting on a human, it states that The voluntary consent of the human subject is absolutely essential (Nuremberg Code, 1949). In Gattaca, when applying for a job, the interviewer often takes saliva or a sample of urine from the interviewee without telling him/her why. Normally, if a person says no, after the interview, the interviewer would simply take DNA from a handshake, the doorknob, or even the seat without the interviewees permission. This is serious violations of the free will and rights of human beings. Secondly, discriminations could be anywhere. In the movie, people can actually choose the traits and gender of the child. This can cause a lot of problem: e.g. in China most people want boys rather than girls because people think boys could do more labor works than girls and boys can pass down their family name. As a result, the male-female ratio of world population could change drastically. The discrimination against in-valid in the movie could happen in reality too. According to the Universal Declaration of Human Rights, everyone has duties to the community which allow the free and full development of a persons personality. Vincent has the right to express himself, which he is unable to do because he would never be allowed to because of his heart disease. Furthermore, the Universal Declaration of Human Rights states that in the exercise of his rights and freedoms, everyone shall be subject only to such limitations as are determined by law solely for the purpose of securing due to recognition and respect for the rights and freedoms of others and of meeting the just society (Universal Declaration of Human Rights, 1948). Vincent worked really hard and strived to become an astronaut but was held back because he wasnt perfect enough. This article is saying that a person should be allowed to express oneself as long as it is legal and not disturbing the public order or general order or general welfare of others. Vincent becoming an astronaut wouldnt affect any of these, he cannot even get a chance to try in the Gattacan world. All are equal before the law and are entitled without any discrimination to equal protection to the law. All are entitled to equal protection against any discrimination in viol ation of this Declaration and against any incitement to such discrimination (Universal Declaration of Human Rights). The invalids were treated inhumanely, as if they were all criminals. Discriminations problems can be one of the biggest concerns of most people if Gattaca world becomes real. Thirdly if everybody uses genetic engineering, people would have a longer life span. Earth may face an energy crisis and cause the extinction of human beings. Another problem might come from different religions, a lot of people believe in natural process too. Furthermore this is not something that could be undone easily, once people start using genetic engineering, they will just rely on it. Fortunately, most of the problems I came out with were considered by experts from the Human Genome Project. One of the main goals of the Human Genome Project is to address the ethical, legal, and social issues (ELSI) that may arise from the project. (Human Genome Project 2003) The whole project has nine princ iples: 1. Fairness in the use of genetic information; 2. Privacy and confidentiality; 3. Psychological impact and stigmatization; 4. Reproductive issues; 5. Clinical issues; 6. Uncertainties; 7. Conceptual and philosophical implications; 8. Health and environmental issues; 9. Commercialization of products. Those nine principles can ensure everyone that the problems happened in the movie Gattaca will not occur in reality. I think there is a bright future for Human Genome Project as long as the nine principles are followed. I really enjoyed Gattaca. It raises some very good points that question the uses of technology in the not so distant future. The use of genetic research has led to humanity bio-engineering children to be free of defects and disabilities. Furthermore, I feel really pleased for Vincent as he mixes with members of the valid world despite his own in-Valid condition, he manages to gain considerable respect and admiration because of his persistence, even from people unaware of his status as a genetic impostor. Although Vincent is at the lower end of the genetic hierarchy, it is due to his ferocious determination and unquenchable desire that he is able to rise above his colleagues and achieve his dreams. It is these qualities that deem the central protagonist unique in the world of Gattaca. In the end, this movie also made me question where we should draw the line between science and ethics.