Kant’s Approach to Resolving War in Iraq Essay

Five years after the Iraq war had begun, policymakers are still looking for answers on how to bring about a resolution to that particular conflict. It has been a hot election topic among candidates of both the Republican and Democratic parties in the United States. Some of the policy options presented range from a short term commitment stay in Iraq to a long term commitment of about a hundred years of occupation. It is in this light that this paper would like to argue that conflict resolution strategies based on Kantian ideals provides the best hope for long term peace in Iraq and the rest of the world. In this paper, two well-known works of Immanuel Kant will be utilized in order to provide the theoretical justification for possible conflict resolution strategies. These works include his classic â€Å"Was ist Aufklarung? † or â€Å"What is Enlightenment? † and Perpetual Peace: A Philosophical Sketch. These works have generated much consequent discourses and interpretations. It will be argued here that these works provide an incisive critique regarding initial United States policy before the war in Iraq as well as the US’s subsequent policy in trying to democratize Iraq. This paper also suggests that a utilization of Kant’s concept of republicanism and its proper application can create the desired changes in the political systems in the Middle East. Such knowledge claims warrant a discussion of the ideas presented in Kant’s essays. Focault (1978) viewed Kant’s idea of enlightenment as a form of freedom. Immaturity is the condition upon which man must break free. Immaturity takes place when we do not use our powers of reason on how to deal with issues and instead become lazy and substitute our duty to think with a reliance on figures of authority for their interpretation of the truth. Kant believes that it is the duty of an individual to seek enlightenment. According to Focault, Kant challenges each and everyone to become truly aware of the realities that surround us. This challenge is embodied in Kant’s famous motto â€Å"Aude sapere† which literally means have the courage to know. Analyzing the actions of the American government and its decision to wage war in Iraq and its subsequent involvement in the civil war that has ensued, one can argue that this happened that Kant himself would be dismayed that the road to peace that he envisioned was not followed by the Americans. For one, they lack enlightenment. Many of them did not challenge themselves to know the reality of the situation they were about to get themselves into. Many had just accepted the version of the truth that was foisted by the Bush Administration. When the US government said that they have solid evidence that there were weapons of mass destruction in Iraq, politicians from the two major parties accepted this and supported the decision to go to war in Iraq. Another thing is that they violated Kant’s preliminary article on perpetual peace that explicitly prohibited interference in the internal affairs of another government. The only exception to this rule according to Kant is if the country had been split into two during a period of anarchy. Such was obviously not the initial case in Iraq prior to the second gulf war. Years later, no weapons of mass destruction were ever found while the war has claimed thousands of military and civilian casualties. The war continues with almost daily incidents of bombings by militia forces. Such consequences could probably have been avoided had more people exhibited greater skepticism and not readily surrendered their capacity for judgment to a government that wanted to act so hastily. The American people cannot simply blame their government for misleading them towards becoming involved in the war in Iraq. If they think that the problem in Iraq is due only to the blunders committed by the present US government, they have to rethink that idea. Kant himself implies that if one is faced with such public situations, one must have the audacity to know the real situation and exert all possible efforts to achieve this enlightenment. Kant was convinced that one cannot evade one’s responsibility to exercise his power of reason. The only time that a person can be allowed limited use of his reason is if he was part of a system that sets limitations on the things that he can do. One example would be that of a soldier who cannot exercise his power of reasoning vis-a-vis his commander because the organization that he belongs to circumscribes the questioning that he can do. His ability to exercise courage to know the rationality behind his orders is therefore restricted. This distinction was made explicit by Kant when he described this situation as the submissive use of reason because the person is considered as a cog in a machine. This is not the case with the debate and subsequent actions on Iraq. This is because the situation can be considered as public in nature. When this happens, an individual must take advantage of the free exercise of reason. One must question the pronouncements made in order to distill the truth that is often obfuscated by partisan political interests. The failure to find weapons of mass destruction has been overshadowed by the now more pronounced goal of transforming Iraq into a viable democracy. Here again we can find useful the concept of enlightenment as espoused by Kant. The US government is trying to convince its citizens and people around the world that democracy can take root in Iraq even though it has for all intents and purposes externally imposed democracy upon the Iraqis. The US government points to the cases of post war Germany and Japan as examples of successful democratization efforts. Many American do not question if the conditions that were conducive to the democratization efforts at that time are present or if not could be replicated in the situation in Iraq. Politicians try to peddle the idea that if they were successful before they could do it again in the case of Iraq. Again people around the world bear witness to the immaturity being exhibited by many people in America. There must also be a realization that the achievement of peace in Iraq cannot be achieved in the short run. This is because it takes sometime for effort to move towards a republican idea to gain currency and become ingrained in the consciousness of individuals. The process of consolidating efforts toward achieving republicanism is likely to last for several decades. By all indications, this is the likely trajectory of the political situation in Iraq; yet a lot of Americans are thinking that they should just get out rather quickly from the mess that they themselves started. This type of thinking I argue is another form of surrender to the ideas being peddled by some notable politicians without the benefit of subjecting such ideas to a rigorous theoretical and empirical analysis. It can be deduced from Kant’s â€Å"Perpetual Peace† that the solution to the war in Iraq lies in the adoption of republicanism. Republicanism is defined here as a form of government that is representative in character. The idea is that the representative character of a republican government makes it very difficulty to wage war upon another country. Peace is therefore guaranteed under this new political set-up. Thus, in a society that is plagued by civil war, often times it becomes expedient to resort to quick fixes for attaining temporary peace. The imposition of a political system is one such quick fix. This is what Kant warns us that â€Å"methods of expediency omitting all reference to the pure practical reason, can only bring about a re-arrangement of circumstances in the mechanical course of nature. They can never guarantee the attainment of their ends†. Sorli et al (2005) warns that the American strategy in Iraq is not about to significantly improve the political conditions in the Middle East as the Bush Administration envisions it to be. This issue becomes even more salient if you look at the double standard that the current American government seems to apply in case of Iraq where it demands democracy while continuously supporting authoritarian regimes in the region that support their foreign policy (Sorli et. al, 2005,160). Americans think that just because Iraq now has a semblance of a democratic government because of the creation of the US -sponsored parliamentary election, the Iraqis would immediately become partners in creating a world that is safe and that is bereft of war. This is a grossly mistaken concept because the process of becoming a democracy with a representative form of government has not been accepted by a significant portion of the population in that developing country. This view is also supported by Gartzke (2005) who issued a word of caution that pushing countries to become democracies does not help create a stable and peaceful international community. Gartzke further adds that a multi-faceted approach is needed in order to generate the stability needed in a country that is undergoing regime change (Gartzke,2005,29). If there is to be peace in Iraq and for that country is to become a partner in fostering peace around the world, the initiative must come from its citizens to view the achievement of peace as their duty. The reason why it is so important that the sense of duty must come from the Iraqi citizens is because of the likelihood of obedience to the principle of perpetual peace can be greatly increased if this were the case. If the Iraqi people see perpetual peace as their ultimate objective and if the government has the same ultimate objective then this would guarantee the obedience of the Iraqi citizens. Challenges to the new democratic government could be drastically reduced if such a shared vision of the future can be achieved among the different stakeholders in the situation in Iraq. Moreover, Kant also believed that the republican set-up prevented wars from erupting between states. The reason for this was because the systemic structure of the republican government makes it difficult for people to be convinced to wage war especially if they have to bear the some of the costs that Kant himself identified namely cost of waging war, reconstructing after the war and limiting the capacity of the victor state for maintaining peace (Kant, 1795, accessed from www. constitution. org). It is also important the Iraqis view this goal as something that is realizable. Despite of the difficulties that may come along the way on the road towards improving their country, they must not waver. The benefits of republicanism go beyond the maintenance of peace and well into improving economic relations with similar countries. It has been suggested by Cox and Drury (2006) that the democratic peace also pays economic dividends for countries that have fully embraced the concept of republicanism. References References Cox, D. G and Drury, C. A. (2006) Democratic Sanctions: Connecting the Democratic Peace and Economic Sanctions in Journal of Peace Research 43 (6): 709-722. Gartzke, Erik (2005). Economic Freedom and Peace in Economic Freedom of the World: 2005 Annual Report chapter 2. Sorli, Mirjam E. Nils Petter Gledistch and Havard Strand (2005) Why is there so much conflict in the Middle East in Journal of Conflict Resolution 49 (1): 141-165. Kant, Immanuel (1795) Perpetual Peace: A Philoshophical Sketch. Retrieved April 01, 2008 from http://www. constitution. org/kant/perpeace. htm. Focault, Michel (1978). What is Enlightenment? Retrieved April 01, 2008 from http://philosophy. eserver. org/foucault/what-is-enlightenment. html.

How Does Kazan Convey Ideas About Good and Evil in ‘on the Waterfront’? Essay

Elia Kazan’s portrayal of good and evil in ‘On the Waterfront’ is more than it meets the eye. Good and Evil appear in seperate characters and also at different times on the same characters. More importantly, Elia Kazan gets an important message across; No character is truly evil. Good is symbolised in numerous ways throughought the film. The church is one such example of this. It represents the highest order of purity and goodness, yet it is always on the background of the film. During Edie and Terry’s walk through the playground, the Church could be seen in the background, yet unlike other structures in the film such as the docks, the Church cannot be seen prominently, but rather it is mostly present in the background. Elia Kazan had perhaps used the Church to depict goodness as something present in all the characters, yet, much like the Church it is not always so prominent. Johnny Friendly is the primary antagonist ‘On the Waterfront’, however a question to be considered is that is he purely evil? Friendly’s name is not as ironic as it seems. It is true he is wicked enough to order chilling homicides and remain unperturbed afterwards, however he has a affection towards his underlings. After Friendly observes Terry being deeply shaken by his role in Joey’s death, he hands Terry a note of cash as a â€Å"present from your uncle Johnny. † This shows that Friendly has some level of compassion over his minions and appreciates their ‘good’ work. Despite some goodness inside him however, Friendly is still clearly a cold-blooded killer. Johnny Friendly’s menacing figure represents dictatorship in â€Å"On the Waterfront†. With a whole community of thousands working for him, Friendly still finds the need to murder the minority who disobey him despite having â€Å"the fattest piers and the fattest harbour in the world. † Although he has â€Å"two thousand deuce paying members: at his disposal, Friendly’s overpowering evil lusts for more dominance and this leads to the ultimate act of evil – the murders of multiple people. Although there is a flicker of goodness in him, Friendly remans a major source of evil in ‘On the Waterfront’. To the observant viewer, the presence of good and evil may be clear to see, yet it is the struggle between good and evil influence that is the platform of the film. The protagonist Terry Malloy is the tragic hero is entrapped in a battle between good and evil forces. The pure hearted Father Barry ad Edie Doyle attempt to rescue Terry from his conscience which constantly torments him by urging him to speak out the truth while the mob on the other hand attempt to influence him by providing threats and intimidating him. The mob goes so far as to murdering his brother in an attemt to break his spirit and also lure him to end his life too. In the end, the influence of good prevails and Terrt finally gives witness to the crimes of the mob. With his conscience cleared, Terry is now fianlly able to speak out against Friendly and the mob without loathing himself as he is no longer a â€Å"bum† in his own eyes. â€Å"On the Waterfront† is no film about Angels against Demons, but rather sheds light on the fact that good and evil are out there, yet is is upto us to allow either one to influence us. Similar to Edie, an individual may allow good forces such as the desire to uncover truth to affect them or they may allow evil forces such as greed to manipulate them and cause them to carry out needless, henious acts like Johnny Friendly. As viewers witness through Terry’s actions, in the end, ‘good’ and ‘evil’ are simply options. It is ultimately our choice to pick one to allow it to influence us. The choice is always ours to make.

Critique the Financial Analysis and Research Paper

Critique the Financial Analysis and - Research Paper Example and 122 in Canada. The company employs over 361,000 associates in the United States (Yahoo, 2013). In the U.S. there are about 5,000 department stores with combined revenue of about $120 billion annually (Target, 2012). In the U.S. the discount department store industry is highly concentrated with the eight largest companies accounting for almost 100% of revenues. Wal-Mart and Target are leading the pack. In this industry the main factors driving demand are consumer spending related to economic outlook and population growth. In order to remain profitable in this highly competitive industry driven by ever lower margins companies depend on efficient supply chain management, high volumes, effective merchandising and competitive pricing in order to maintain profitability. Target is following an industry trend of adding and converting major markets stores into supercenters which combine traditional general merchandise with a fully stocked grocery store to help drive store traffic, since c ustomers spend more on groceries more than any other product category (Hoover’s First Research, 2013). 2) There are significant business challenges in this industry which dictate the success of its major players. The industry is characterized by its dependence on high volumes and extremely low operating margins. In order to keep prices low the industry has a heavy dependence on imports in most of their key merchandise categories. In general terms gross margin percentages for discount department stores can be 10-20% lower than traditional department stores. Although there is also growing recent and resistance from communities that perceives giant discounters as a major threat to their local economy and small business community. In terms of economic growth for the industry it is forecast to grow at an annual rate of 1% from 2013-2017 (Hoover’s First Research). We will analyze Target Corp. for its fiscal year ended 2/2/2013 and compare it with the industry averages in terms of overall financial performance, financial ratio analysis and investment potential. In order to gauge the company’s liquidity we will analyze the quick ratio as well as their debt to equity ratio and compare it with the industry. We will look at the inventory turnover ratio to gauge operational efficiency and inventory management compared with the industry. In order to measure management effectiveness, shareholders returns and profitability we will analyze the price/earnings ratio, return on equity, earnings per share and net profit margin versus industry averages (Yahoo). Target Industry Average Quick Ratio .54 .50 Debt to Equity Ratio 91.53 67.6 Inventory Turnover Ratio 6.4 4.4 P/E Ratio 17.24 15.8 Return on Equity 14.84% 11.3% Earnings per Share 3.74 5.2 Net Profit Margin 4.17% 2.7 4) As one of the most successful discount department stores, Target must be extremely efficient in their operations in order to remain profitable. Target has a slightly higher debt to eq uity ratio compared with industry average. The company is effectively managing its levels of financial leverage in order to increase shareholder benefits and maximize growth and stock performance. By analyzing the company's quick ratio it demonstrates that the company has maintained an above average level of liquidity to meet their short and long term liabilities as compared with

NATO as peacekeeping force in KOSOVO Essay Example | Topics and Well Written Essays - 3000 words

NATO as peacekeeping force in KOSOVO - Essay Example Whether one likes it or not the presence of NATO forces in Kosovo is the harsh reality. Before that â€Å"the United States and its European partners sought to defer making difficult decisions, preferring instead to muddle through in the hope that somehow and someway a solution would present itself that would at once end the violence, provide a firm political basis for settlement, and avoid confronting the international community with a need to the massive force.† Its implications for the alliance and its future are full of uncertainties. â€Å"On March 24, 1999, NATO initiated Operation Allied Force as a means to compel Slobodan Milosevic to cease ethnic cleansing in Kosovo and to pull Serbian forces out of the disputed province. Although initially expected to last a few days, the operation did not conclude until June 10, 1999--78 days later--when Milosevic agreed to NATO's terms. Operation Allied Force marked a watershed in the Alliance's history and a significant departure from NATO's exclusive Cold-War focus on the defense of its members' borders.† Kosovo campaign opened new horizons for the Alliance, not in its designated operational objectives. NATO’s direction is to protect the overall interests of the countries that are signatories to the NATO treaty, but their subsequent brief touched the areas and objectives not anticipated earlier. They took in their stride the responsibility of crisis response and crisis management in the entire continent of Europe. Even when the territorial integrity and sovereignty.

Marketing debate and discussion Research Paper Example | Topics and Well Written Essays - 500 words

Marketing debate and discussion - Research Paper Example It is also satisfactory to the marketer by meeting marketing objectives. Nevertheless, as the above definition holds, other people criticize the process of marketing as to creating unnecessary needs and wants. Promotion services offered during marketing are always meant to attract many customers and give the company higher sales than the competitors. However, as Mattsson puts it, companies fail when they raise the expectations of the consumers beyond what they can actually provide. This raises the cost of marketing, and as a result of failure to deliver; more efforts are required to counter and correct the effect of the former promotion by both the marketer as well as the consumers (Mattsson 11-14). To meet specific customer expectations and or the failure to satisfy them may also translate to spending more by the customer. The successes of all marketing procedures highly depend on training and the competency of the marketing team and this as well translates to extra cost and need to the company. Therefore, marketing can be rightly seen to satisfy and cr eate needs, both to the marketer and to the target group. Mission statement for an organization is usually a theme that is well deliberated on as to how the business and operations relate to the customers, employees, management and the ownership structure of the enterprise. Mission statements are very essential to any organization as they aid in marketing through the following three ways; shows how a marketing plan fulfills the mission of marketing as pertains to the overall organizations mission, assists in a clear manner of evaluating the performance of marketing procedures and designs and guides implementation of a marketing plan (Anon 5). Mission statements have been found to have little or at times no disparity between similar organizations or departments. On customer targeting, marketing in particular may opt for age. Marketers usually have

UK Food and Grocery Retail Markets Research Proposal

UK Food and Grocery Retail Markets - Research Proposal Example Potential entrants in UK's food and grocery retail industry is medium-low because of the huge capital requirements needed to compete with established retailers aside from the tight market competition available in food retailing industry and government support over the local industry players. As published by Gain Report, "UK food and retail grocery market is considered concentrated given that approximately 75% of the total market share is dominated by the four largest supermarket chains" (Vasquez-Nicholson, 2007). Since the four biggest supermarkets which includes: (1) Tesco (31.3%); (2) Asda/Wal-Mart (16.8%); (3) Sainsbury's (16.3%); and (4) Morrisons (11%) (TNS Data, 2007) has the financial capabilities to purchase food and non-food items by bulk, these giant retailers are able to enjoy competitive advantages of entering into a special business arrangements with its accredited suppliers. As a result, large-scale retailers are able to purchase food and non-food items at a relatively much lower prices as compared to other small- and medium-scale food retailers. Aside from having a better economies-of-scale as compared with medium- and small-scale retailers, these four largest food retailers have already established a good brand. Since thousands of people are already satisfied with the quality service and competitive prices offered by these large-scale retailers, the strong brand that was established by the large-scale retailers effectively creates customers' loyalty (Chaudhuri & Holbrook, 2001). This makes it difficult to persuade the buyers to shift from one food retailer to another. Since January 1993, UK government also protects the business interests of the EU competitors1 as compared to other retailers outside the EU members. As a way of protecting the local competitors, EU retailers are made exempted in paying import duty on food and non-food items (Emporiki Bank, 2008; Vasquez-Nicholson, 2007: p. 5). Substitutes and Bargaining Power of Buyers As of 2007, there as much as 109,134 registered retail store outlets that sells both food and non-food items throughout the United Kingdom (Institute of Grocery Distribution Research, 2007). Since there is a high threat of substitute in the case of the four largest grocery retailers, buyers are able to enjoy a high bargaining power over the existing food and grocery retailers. Given that a customer becomes unsatisfied with the customer service or the market prices of goods offered in a particular food and grocery retailers, customer can easily choose to purchase his/her needed food and non-food items from other store. Bargaining Power of Suppliers Contrary to the bargaining power of buyers, suppliers have low bargaining power over grocery retailers. Because of the significant improvements on the existing information and communication technology (ICT), purchasers behind food and grocery retailers are able to enjoy the benefit selecting qualified food and non-food suppliers who are willing to offer them low unit prices on their purchased items combined with a good quality service which includes just-in-time delivery process. Aside from the improvements on ICT and other communication-related gadgets, the promotion of globalization effectively remove trade

Personal reflections Statement Example | Topics and Well Written Essays - 250 words

Reflections - Personal Statement Example y’s economic structures and patterns remain questionable since they provided a conducive enrolment for individuals to loot public funds, I will endeavour to implement technological financial and planning applications to ensure lucidity and accountability of the use of the public funds. On the representation of workers, I would opt leading from the front in the agitation of the workers’ rights. My success in addressing the issues of transparency and accountability can be assessed through the accomplishment of the internal technological controls, which ensures transparency and accountability consequently reduction of public funds. The group discussion on my view of the public service and workers seem to correlated except on the roles I will play in the future in the representing of the workers. The contrasting views on the role to take up in defending workers rights are influenced by the dynamism in leadership. In addition, the diverse personalities, which include, confidence, articulation of ideas and general perception of issues largely influence the position of different individuals on this

A Visit to the Lantern Festival Essay Example | Topics and Well Written Essays - 750 words

A Visit to the Lantern Festival - Essay Example Being a student of Asian American Studies, it was mostly out of academic interest that I visited the lantern festival hosted by Chinese American Museum, Los Angeles. The friend who had suggested this event for me had told me that the festival was lot of fun with Chinese New Year celebration, and magnificent cultural events. When I reached the festival place, it was crowded already. The first sight itself of the festival would transport the onlooker into another time and space, into a traditional Chinese village street fair- where lovely lanterns swing in the wind and the mouth-watering Chinese rural delicacies invitingly wait along the pavements. I could see the pavement vendors selling yuanxiao, the â€Å"glutinous† edible balls placed in sweet syrup, which is a special dish of the lantern festival (Fu, 75). The spectacular lion dance was being performed on the stage built at the festival site. I could see the richness of Chinese culture coming alive in many colors and hues. Also I was reminded of the cultural diversity of Asia and what the Americans could gain if we could combine our technological advancements with the magnificent global cultural inheritance. The sense of community that was a common inherent factor in Asian cultures was at its full display. Chinese people had come with their families, friends and children to the festival. In contrast to this, almost all the Americans who came to the festival venue were either alone or accompanied by their peers only. Of course a few American women came with their children. But this is a significant difference between these two cultures. And the community bonding and family bonding inside Chinese culture is something that Americans can try to learn to survive in the totally chaotic and individualistic world of ours. The bamboo flutes started melodiously singing with rhythm and the ambience immediately turned magical. The lantern festival, which is the culmination of Chinese New Year celebrations, is hel d annually on the fifteenth day of the first lunar month. The elegantly designed and ornamented lanterns are signs of peace of prosperity. These lanterns are also symbols signifying a myth, in Chinese folklore, which says that by lighting the lanterns and creating an impression that the town was ablaze, the Chinese ancestors had escaped the wrath of the Jade Emperor in heaven, who had plans to set fire to the town to avenge the killing of his goose by the town people. This is a legend, which dates back to around 2000 years and the Han Dynasty. The lantern festival conducted by Chinese American Museum has an added flavor in that it envisages educating the visitors on Chinese culture. The craftsmanship involved in the making of lanterns, the color combinations, the beauty of origami, the fineries of Chinese calligraphy, the varieties of Chinese dance and music- everything was brought under one umbrella in the CAM lantern festival. A large number of the visitors to the festival were Am ericans and this presented a picture of healthy cultural mixing and exchange. Especially the children who participated in the festival were getting an opportunity to train themselves to live in a cosmopolitan culture in which different races and nationalities mix. The American children who came to the festival could realize that there are other cultures in the world as rich and historic as American culture is. They could also get familiarized with a more ancient culture than theirs by getting acquainted with Chinese culture in such close quarters. Similarly, for the Chinese children living in America, the festival was a rare occasion to feel the ties of their roots, their culture and tradition. As the Chinese value their family ties very much, this kind of festivals are for them, occasions to strengthen such family bonding (Fu, 69). Also, these children are getting a unique chance to live their culture in an alien land. In this way, both the Chinese and American children are here, p articipating in the making of a new cosmopolitan cult

Impact of Flow Rate on Water Quality of the River Yare Lab Report

Impact of Flow Rate on Water Quality of the River Yare - Lab Report Example This problem has been mostly alleviated through the removal of phosphorus from these sources before dumping. However, the current concern that is most pressing in regards to the health of the river Yare are the changes in its flow rate that have come as a result of human activity. The present study is meant to investigate the biotic scores from two distinct sampling sites, a "Fast Flow" area and a "Slow Flow" area, and to determine if they are influenced by factors other than organic pollution In order to assess the environmental impact of changes in flow rate velocity on the river Yare, we employed the Biological Monitoring Working Party method (see BMWP). Two sample sets have been collected. The first set was collected in an area of the river designated "Slow Flow" and a second set from a "Fast Flow" area. The area of the river considered as Slow Flow had the following characteristics: meandering, reed lined, no organic matter on Benthos, sediment sand, gravel, no visible flows, mixed banks, clear water, no algae, 0.5 m/s surface velocity, 5 m width. The characteristics of the Fast Flow collection area had the following characteristics: shallow 15-20 cm, stony riffle, surface speed 1 m/s, steep sides, sloping sides, deciduous trees on sides, fallen leaves in water, some green weed in Benthos, water is clear. In this field study, the presence of a variety of species i... Since the mayfly is the most sensitive to the effects of pollution, it is given the rating of 10. Worms, which are relatively insensitive to pollution, are given a score of 1. The total score accumulated from many samples is then assessed in relation to previous scores. Results The raw individual data for the Slow Flow collection as well as the Fast Flow collection is shown in Figure 1. Pooled group data is shown in Figure 2 for both Slow Flow and Fast Flow sampling. Results of the SPSS analysis of the raw individual data is shown in Figure 3. For the Slow Flow data, p=0.00 and p

Hazard Analysis and Critical Control Points Essay Example for Free

Hazard Analysis and Critical Control Points Essay Explain critical control points (CCPs) This is a point, step or procedures at which control can be applied and food safety hazard can be eliminated or reduced these steps are called assessing the hazard and identifying critical control points. Outline and explain the steps of the HACCP system The purpose of the HACCP system is to identify, monitor and control dangers of food contamination. Assess hazards Identify critical control points Set up standards or limits for CCPs Set up procedures for monitoring CCPs Establish corrective actions Set up a record keeping system Verify the system is working. HACCP stands for Hazard Analysis Critical Control Points. It is an internationally recognized based food safety system. On preventing, elimination and reducing hazards it identifies and deals with the hazards before it occurs. HACCP recognized the best way to eliminate, reduce or control hazards in a food handling industry or the environment. HACCP first identifies potential food safety problems and determine the best way to prevent them food safety hazards, or; Allergenic Biological Chemical Physical Explain the difference of psychrophiles and mesophiles Psychrophiles (cold loving). Microorganism’s particular bacteria have a preferential temperature for growth at less than 590(150 Celsius) Mesophiles Microorganisms on earth belong to the group of mesophiles. It grows best in temperature between 100- 500c. They are formed in soil and water environment. Masts of dangerous mesophiles are staphylococci, aureus, and salmonellas, sp, proteus where they live is one way because of the temperature they need to grow, and they can cause the food to spoil. Explain the difference between Aerobic and Anaerobic bacteria Aerobic Aerobic bacteria takes place in the absence of oxygen and food substances are partially broken. Anaerobic Anaerobic means without oxygen and human needs oxygen to breathe. Explain anaerobic bacteria Anaerobic bacteria can survive without the presence of oxygen. They are 3 types of obi gate anaerobic. List three (3) ways that cross contamination can be prevented during Storing Service Handling/Preparation Storing Separate raw animal foods such as eggs, fish, meat and poultry away from each other and also ready to eat foods. Store raw meat and cooked meat on different shelves in freezer preferably raw meats at the bottom shelf to prevent drippings or leaking substance from meat while storing. Service. A clean work area and cooking utensils is required such as sterilized counter top, cooking utensils and also a clean environment is needed. A clean table and linen is vital to prevent cross contamination Preparation Prepare food on clean surface to prevent the spread of germs. Never use the same cutting board you use to prepare raw meat to prepare vegetables. List five (5) way foods may be checked during the following in order to control and temperature Preparing foods Receiving and storing foods Preparing foods Preparing food at the control time and temperature Wash your hands properly Cook and cool foods the right way. No handling of foods with bare hands always use a tong, gloves, paper towels and spoons Take out just the amount of food needed When preparing salad and sandwiches spreads These foods must not be left at room temperature When making these food always start with the cold ingredients first Keep cook foods at a suitable temperature to prevent the growth of bacteria Do not leave food out for more than 30 mins. or until properly cooled then store Receiving and storing foods Refrigerator must be set at the appropriate temperature to prevent or limit the growth of pathogenic bacteria that may be present in ready-to-eat- foods. Obtain food ingredients and packing material from approved sources that are regulated by the necessary authorities. Receiving food at proper temperature when getting perishable food this must be place in cold storage immediately upon arrival. Storage Maintain temperature control to limit the growth of bacteria for eg. Store potentially hazardous or ready to eat foods under refrigeration you may set critical limit for refrigeration to operate at 380F List five ways that you can control and eliminate pests Moisture control Repair leaking roots clean gutter and downspout Exclusion. Keep door, windows and vents screened and well sealed Store items in plastic Sanitation Keep trash containers clean and covered Prevention Eliminate wood to ground contacts use gravel or rock instead of wood mulch Mechanical Control–use snap traps for mice and rat. Prepare a flow chart showing CCPs for the following menu. Bibliography http://www. google. com http://www. en. wikipedia. org/ http://www. en. m. wikipedia. org/ http://www. searchhyahoo. com http://www. agric. gov. ab http://emotes. com http://www. wikianswer. com http://google. coo/ http://www. kingcouty. gov/.

Theoretical Perspectives Within Psychology

Theoretical Perspectives Within Psychology Showing a greater understanding for the different theoretical perspectives within psychology, brings the psychologist or scientist closer in understanding the complexity of human nature and the variety of personalities within society. This paper will focus on 6 of the perspectives [see appendix 1 for a list of theoretical perspectives]. The different theoretical perspectives of psychology have come to exist through the works of different schools of thoughts, who have worked on assessing behavioural patterns as well as human nature. Each of these areas have focused on the byzantine human mind in a number of different ways, through the process of employing a range of methods to analyse the brain and human mind. This has revealed remarkable details of the different human personalities. One of the important theoretical perspectives is known as the cognitive approach/Learning. This field has been influenced by John Watson and his Baby Al experiment, Skinners rat experiments (operant conditioning) and Albert Banduras social cognitive theory and experiments. Because the cognitive approach is scientific, psychologists within this field typically use laboratory experiments under strictly controlled conditions, to study behavior, which critics argue lack ecological validity. Behaviourists have criticised the cognitive approac h, because they believe individuals are born a blank slate, and not with cognitive functions like perception and memory. Finally, it does not always place importance on the physical and environmental factors when determining behaviour, like biological psychology and behaviourism do. In the 1960s Albert Bandura discovered that learning is sometimes possible without reinforcement, if the learner observes the behaviour of others and imitate it. Psychodynamics, proposed by Sigmund Freud, came to exist to describe the processes of the mind as flows of psychological energy within a complex brain. Freuds theories were clinically derived, as they were based on what his patients told him during therapy. This area studies the interrelationship between personality and the mind, by focusing on the conscious and the unconscious entities of the human mind. Based on Freuds beliefs, ego lies at the core of all psychological processes, where human behaviour displays the emotional processes active within a individuals mind. Freuds psychoanalysis was the original psychodynamic theory, but overall the psychodynamic approach includes all theories that were based on his ideas, established by Adler (1927), Erikson (1950) and Jung (1964) (Simply Psychology (2007) [online]). Within medical praxiss, psychodynamic therapies rely upon a theory of inner conflict within an individual, wherein repressed behaviours and emotions come to the surface in t he patients consciousness. The psychodynamic therapist would usually be using this approach to treat the patient for depression or anxiety related disorders. The greatest criticism of this approach is that it is unscientific in its analysis of human behaviour, as the theories are subjective; one cannot scientifically test the unconscious mind. Also, when reading about his research it becomes clear, that his case studies focused, in detail, on individuals who were often middle aged women from Vienna. Thus, the psychodynamic perspective becomes unfalsifiable because the theories cannot be empirically investigated. Biological psychology can be defined as followed: [à ¢Ã¢â€š ¬Ã‚ ¦] the study of behavior and experience in terms of genetics, evolution, and physiology, especially the physiology of the nervous system. (Helium (2009) [online]) Thus, one can state that the biological perspective uses biology as an approach to understand animal and human behavior. It is important to realise, in order to understand how psychology and biology can coexist, that animals and humans have the ability to evolve as a result of their environment in order to secure their survival. Thus, they can change to better adapt their new surroundings, which is an important factor. This area is relevant to the study of psychology in the following way. The comparative method, looks upon comparing and studying different species, which in the end can give us knowledge in understanding human behaviour. Physiology focuses on the nervous system, comprising brain and spinal cord, and the endocrine system, comprising a number of ductless glands that secrete hormones into the bloodstream influence mental processes and behaviour in humans and animals. Many biological scientists today believe that these structures are actually the source of conscious awareness and that they do not just shape consciousness (William James [n.k.] [online]). One of the fundamental biological processes, which have important implications for psychology is genetic transmission/inheritance, ie. the nature-nurture problem relies heavily upon what geneticists have revealed that can be given from parents to offspring, and how genetic factors can intermingle with environmental factors. Each of the ab ove mentioned aspects, the comparative, the physiological and the genetic can all contribute to explaining human behaviour. Through research on the nervous system, scientists have been able to analyse brain functioning under a range of conditions, while also being able to map its relationship to human psychology. Hence, behaviour is regarded as a result of biological and biochemical processes. It is evident that this perspective has expanded significantly in recent years as the technology used to study the nervous system and brain has gradually become more advanced. MRI and PET scans are daily used to look at the effects of drugs, diseases and brain damage, and study its effect on cognitive functioning and general behaviour. Criticisms of this theory are, amongst others, that it often uses a reductionist approach because it specifically focuses on neurological processes. Also, it does not take other possible explanations of behaviour into account like cognitive processes or the impact of the surrounding environment. The biological approach supports a number of theories that originally establish and create d the physiological/biological perspective. Dualism, first used by Descartes, argues that the mind and body are separate entities, but that they interact via the pineal gland in the brain, however today most psychologists ignore this assumption. Materialism believes that the body and mind are the same and further argues that all behaviour is based on physiology, because the mind appears to exist in the brain, thus all feelings, behaviours and thoughts ultimately have a biological and physical cause. Also, they believe that behaviour has a genetic basis, because genes have evolved over millions of years to adapt behaviour to the environment. Heredity, focuses on the biological transmission of personal characteristics from one generation of individuals to the next. Natural selection is: [à ¢Ã¢â€š ¬Ã‚ ¦] a process resulting in the survival of those individuals from a population of animals or plants that are best adapted to the prevailing environmental conditions. The survivors tend to produce more offspring then those less well adapted, so that the characteristics of the population change over time, thus accounting for the process of evolution. (World English Dictionary (2009) [online] As an admirer of Charles Darwins theory of evolution, Dr. Louis Leakey believed studying chimpanzees might bring great insight into our own evolutionary past, and helped fund Jane Goodalls field research with Gombe chimpanzees in 1957. Here she discovered, as expected, that chimpanzees exemplify behaviors similar to that of human cultures around the world. Adult behavior is reflected in the infants; not transmitted genetically but culturally, as variations occur from one group of chimpanzees to another, like scientists assume also occurred with our distant human ancestors. (Leakey Foundation (2012) [online]). Chimpanzees in certain parts of West Africa crack open nuts with a piece of wood. Others use a stone, or place the nuts on a wood or stone anvil first. Chimps in other areas dont use any such tools, although theres no lack of wood, stones, or the same kinds of nuts. On the west side of the Sassandra River in the Ivory Coast, nut-cracking is popular. No chimpanzees do it on the east side of the river, although the two groups are closely related genetically. Researchers use such criteria to rule out the possibility that nut-cracking behavior is inheritable. (The Harvard University Gazette (1999) [online]) When looking upon a biological model, one may find The Medical of Abnormality model, which has been of great importance to the psychiatric profession the past one hundred years. This model operates from the belief that mental illnesses resemble physical illnesses, thus they can equally be diagnosed and treated: Just as physical illnesses are caused by disease producing germs, genetic factors, biochemical imbalances or changes to the nervous system, it is assumed that this is also true of mental illnesses. (AS Psychology (2007) [online]) A patient with symptoms of depression could be diagnosed with an imbalance of brain chemicals. Because this is viewed as a physical illness, cures could be medication to re-establish the balance of chemicals or in severe cases Electro Convulsive Therapy (ECT) (AS Psychology (2007). A problem with this perception of mental illnesses is that physical illnesses can rely on objective symptoms such as broken bones and blood pressure, whereas mental illnesses produce subjective symptoms, such as hearing voices and depression I am of the belief that if the patients symptoms cannot be measured, the treatment given to the patient can only be based on a judgement of experience by the doctor, hence its general effect is questionable, as most individuals react differently to given situations, and may portray symptoms of one mental illness, but suffer from a yet unknown mental illness. Physiologies influence on behavior Scientists have discovered that there are specific areas in the brain that operate particular behaviors and abilities; i.e. the cerebrum, frontal lobe is concerned with behaviour. Hypothalamus is in charge of sexual maturation, moods and motivation and finally hormonal body processes control the pituitary gland. Thus: Physical damage to the brain (biological) can result in mental disorders (psychological). Psychological factors can be mental disorders, predispositions (which are largely biological), sense of well-being, motivation, perception, cognition, etc. (Yahoo Answers (2009) [online]) One of the major discussions within psychology is the nature-nurture debate, which is concerned with the extent to which particular aspects of behavior are a product of either inherited (genetic/nature) or acquired (learned/nurture) characteristics (Simply Psychology (2007) [online]). (Simply Psychology (2007) [online]) As seen above, some schools of thought believe that behavior can be changed/influenced through physiological influences, where as others believe that everyone is simply born with specific behavioral traits. In studies including rats, the role of the hippocampus in learning and memory has been studied. This can be achieved through surgical removal of the hippocampus from a rats brain followed by an assessment of memory tasks by that same rat. The Maguire study (2000) used MRI technology to scan living brains, and thereby investigate the relationship between the hippocampus and memory. This MRI technique enabled the researchers to gain lots of quantitative and objective data and they discovered that the hippocampus plays an especially important role in processing and remembering spatial and contextual information short-term, which does affects behavior to some extent, when certain things can/cannot be processed or remembered. Additionally, as our knowledge within genetics expands, new discoveries are made. The Human Genome Project for example has focused on tracing types of behavior to particular strands of DNA located on specific chromosomes, but studies within this field have also started with animal experiments, who have set the path for humans: [à ¢Ã¢â€š ¬Ã‚ ¦] the genetic mechanisms of many species (nematode worms, fruit flies, fish or mice) work in precisely the same manner as in humans, and in the mouse there are counterparts for most human genes. (Nuffieldbioethics [n.k.] [online]) Some scientists argue that much of the research in this area is very beneficial, as it can be used to diagnose and develop treatments and therapies for illnesses or problems. The main applications of the physiological approach in modern days, have been the development of anti-depressant drugs, where changing a chemical in the brain causes changes in complex emotions, however known side effects of the drugs are still an issue (Holah [n.k.] [online]). However, treatments excluding drugs and merely focusing on the psychological aspects within depressions also exist. Some of the main treatments include: Mindfulness Therapy; a form of self-awareness training taken from Buddhist mindfulness meditation, focusing on mood regulation and preventing relapses and accepting things for what they are. Cognitive Behaviour Therapy (CBT); people learn to logically look upon their negative thoughts about the world and themselves, and how these negative thoughts affect their mood. CBT perceive negative thoughts as a habit that can be changed. Interpersonal Therapy (IPT); this area aims to change an individuals interpersonal behaviour by enabeling amendments to existing interpersonal situations and roles. Psychotherapies; extended treatment where a bond between a therapist and patient is created, alongside and appreciation and focus on the past and present, is believed to resolve the patients depression. Councelling; here the patient is being helped with problems arising in the family or at work. If the incident is very resent, crisis counseling is sometimes used. Nerrative Therapy; this area helps patients focus on their strengths in past situations and build on their resilience rather than the nagatives. The patient describes his problems as stories, and is helped to discover how these may restrict the patient in overcoming his difficulties in life. (Google Docs [n.k.] [online]) Underpinning concepts within the evolutionary psychology approach The evolutionary perspective focuses on the connection between psychology and evolution, stating that the sole purpose of mental processes is to help survival and enable evolution (Buzzle (2011) [online]). This approach is strongly allied to the biological approach, as they both value the importance of biological factors. One cannot mention the word evolutionary without mentioning Charles Darwin. Although his initial aim was to comprehend the diversity of species in the world, he gradually came to realise that his theory went beyond basic biology, and he eventually set out to establish the evolutionary elements to modern human behaviour. Darwins aim was to uncover the function and structure of the mind, however the basic concept behind the theory of evolution was that all species originate from simple life forms, and these first developed more than three billion years ago, roughly 1.5 billion years after the Earth was created. The theory is based on five key observations and conclusions, which have been drawn from them: 1) Species have great fertility. They make more offspring than can grow to adulthood. 2) Populations remain roughly the same size, with modest fluctuations. 3) Food resources are limited, but are relatively constant most of the time. 4) In sexually reproducing species, generally no two individuals are identical. Variation is rampant. 5) Much of this variation is heritable. (Space Motion (2010) [online]) From reading these observations, one can argue that within environments, individiduals would have to struggle to survive, and not all their young will survive, thus those with the best genes and traits, are more likely to survive so their genes can be passed on to their young, and these can be carried on and combined with other strong traits from other individuals when reproducing. This is also known under the term natural selection, which will be looked at further on in the paper. The moderations to Darwins evolutionary theory came after his passing, thus sociobiology came to be out of the work of evolutionary biologists in the 1960s. Edward O. Wilson (1975) attempted to explain all animal and human social behaviour in terms of evolution and a range of other biological principles. This area concentrated on the evolutionary origins of behaviour, and often implied rigid genetic control. He applied the principles of sociobiology and evolution to comprehend and explain the behavior of social insects and other animals, including humans, and this established sociobiology as a new scientific field. Wilson believed that free will is an illusion, and that behaviour is a combined product of past experiences, heredity and environmental stimuli. Ever since, many principles have been applied to study topics addressed by the social sciences, including psychology. Evolutionary psychologists have criticised sociobiologists for ignoring the crucial part the mind plays in estab lishing the bond between behaviour and genes. Thus, evolutionary Psychology is a side product of sociobiology, however it is also known under the names neo or modern Darwinism. Evolutionary psychology is a method to the psychological sciences, where results and principles arise from cognitive sciences, neuroscience, evolutionary biology and anthropology and these areas are integrated with basic psychology to gain knowledge of human nature. Rose (2000) explains: The declared aim of evolutionary psychology is to provide explanations for the patterns of human activity and the forms of organisation of human society which take into account the fact that humans are animals, and like all other currently living organisms, are the present-day products of some four billion years of evolution [à ¢Ã¢â€š ¬Ã‚ ¦] (Gross, R. (2009) P.31) The purpose of evolutionary psychology is to bring the functional way of thinking about biological mechanisms (immune system) into the subject of psychology, and to approach psychological mechanisms likewise. It is closely related to biology (sociobiology), however key differences between the two are still evident, one of them being the importance of the mismatch theory, supported by the evolutionary approach. This mismatch occurs, when organisms are suited to an ancestral environment, and are brought into a new and changed environment. For instance, more people are annually killed by guns than snakes, however majority of people have learned to fear snakes, more than lizards for instance. One reason could be that snakes were a risk to our human ancestors who lived in a Pleistocene environment, where guns did not exist. Thus, a mismatch is created between our modern environment and our learned- fear reaction from our ancestors. Also, biological principles rely heavily on the present a nd what can be studied today, whereas evolutionary approach compares the past with the present, hoping to uncover unknown information. Some concepts within evolutionary psychology come from general evolutionary theory, also known as evolutionary biology. For instance, what evolutionary biologists have discovered on mating and sexual behaviour, have been discovered through a range of observations and experiments on, for instance, the consequences of altering the parental investments in offspring and seeing what effect this will have on the offspring later on in life. Leda Cosmides and John Tooby, argued that the human brain functions like a computer, hence mental processes act as computational operations, thus a visual image of a spider will lead to a reaction; possibly a reaction of fear of, perhaps, dangerous insects. Therefore evolutionary psychologists argue that human beings and some animals are biologically prepared to acquire certain kinds of fear at different times of their life span. Some scientists argue that our fear reaction to certain animals, can be remains of ancient primate ancestors, who evolved a fe ar response to dangerous animals, and this mechanism has been passed on to the modern human being. Additionally, we may be subject to the same reactions to snakes, as in an experiment where Rhesus monkeys who were raised within a laboratory showed no fear of snakes, however this changed immediately after they experienced a wild Rhesus reaction when exposed to a snake (Google Docs (1998). This was also experienced in the little Albert experiment in 1920 by John B. Watson, where 9 month old Albert was exposed to certain stimuli such as a rat, a monkey, a rabbit, burning newspapers and finally masks, while observing his reactions to these stimuli. To begin with he showed no signs of fear, however after Watson began to hit a piece of metal every time the boy was shown one of the animals, he came to associate the animals with the sounds, which made him cry with fear. However, one can argue that this computerised theory can be highly difficult to test, because we cannot conclusively know how our ancestors reacted mentally, and therefore we cannot know to what extent we have differed in brain capability in comparison to our ancestors or similarities in fear reactions; we can only assume what their mental states and reactions were like. The law that an organism can learn to associate any stimulus to any response with equal ease thrived, was supported by Pavlovs hound experiment. However this law was disproved in the 1950-60s by John Garcia and his rat experiments, where they were exposed to X-ray radiation that made then ill, and because of this they stopped drinking their sweetened water. This occurred although they did not feel the extent of the X-ray sickness until later, although Pavlov had stated that the reward/punishment should be given straight after the occurrence, for the animal to learn. Additionally, experiments that have been carried out on birds, to discover if they could separate what is good for them and what will make them sick, have illustrated that, because birds are highly visual like us humans and associate visual cues with sickness, they can learn to avoid geen food pellets (which make them sick), and eat only yellow pellets which are okay. If they were presented with pellets half-coloured geen and half-coloured yellow, the birds would peck at the pellets until they split into halfs and only eat the yellow part. Thus, the experiment proved that birds are biologically cued to associate a visual cue with sickness (Google Docs (1998). Natural Selection, Cognitive Behavioural Therapy (CBT) and Animal Therapy Darwins theory of natural selecetion originates from a belief that conception does not always have birth as an outcome, and only a number of those who survive will reach an age where they themselves can reproduce. An examples can be alligators, where I know from work, that from the age of 12 when a wild female will reach maturity, she will lay approximately 40 eggs a year, however out of all the eggs she will lay in a lifetime, it is estimated that only three of her young will reach maturity and get to reproduce. An assumption within Darwins theory is that the young who get to reproduce, will also be those with the best traits and be better adapted to the existing environment and pass on these traits; thus each generation will be better adapted to the given environmental changes. An astonishing examples of adaption can be seen in H. B. D. Kettlewells observations of peppered moths in the 19th Century. Because of the industrial activity and burning of coal in England around this perio d, tree trunks turned from light to soothed dark colours and the peppered moth could not hide as easily. In 1848, reports of a new form of the peppered moth (Dark-coloured peppered moth) were made, which was darker and could easily hide on the darkened tree trunks. However in recent years, the burning of cleaner fuels have once again changed the environment, and the peppered moth has returned in great numbers and some biologists now believe that the dark-coloured peppered moth will be extinct in England in a few decades (Miller Levine (1999) [online]) Natural selection also focuses on a primal instinct, where we not only physically but also mentally are challenged, where only the strongest individuals will survive. I believe that in our modern day and age, we challenge this natural process by allowing the weak to live and pass on their genes, creating a more vulnerable species, both physically and mentally. Thus, we continue to develop medicines, surgeries and therapies to counteract these issue, and try to get a greater understanding of how they came to be. Through the help of medicine and psychological therapies, one can interfere with mental states, where a therapist can help modify a patients way of though, to go against his/her primal destructive instincts. Cognitive Therapy focuses on the assumption, that mentally and the way we think about things, can be the cause of mental health problems as phobias, which can have physical symptoms as well (nausea, stomach aches, hyperventilation etc.). Within this form of therapy the patient is made aware of what thoughts are destructive, worsening their condition, and they get a greater understanding of how their thought processes work. When these aims have been accomplished, the patient can work on changing the way he/she thinks and work on avoiding destructive thoughts. Within this field, Cognitive Behavioural Therapy is found, containing traits of both Behavioural Therapy and Cognitive Therapy, thus CBT helps the patient change how they think (cognitive) and how they react to those thoughts (behavioural), and this form of therapy is thought to be one of the most beneficial treatments for depression, anxiety and post-traumatic stress disorder (NHS (2010), however Dr. Oliver James has strongly cr iticised CBT and has quoted Professor Drew Westons findings in 2004, that: [à ¢Ã¢â€š ¬Ã‚ ¦] two years after treatment, two-thirds of those who had CBT have relapsed or sought further help. (Psychminded (2009) [online]) Furthermore, James argues that cognitive analytic therapy and the Hoffman Process are far better alternatives than CBT, when attempting to solve problems relating to depression and anxiety, as these focus on the patients childhood and the origin of the depression/anxiety, where CBT focuses more on the here-and-now aspects of the disorders. For centuries people have been aware of the unconditional bonds that can be created between humans and animals, and pets have been used in medical settings for more than 150 years, however evidence of the physical, emotional and mental benefits have not been scientifically proven until recent years. This area is now known under the term Animal Therapy, and is to some extent an integration of animal behaviour and cognitive therapy. The animals, such as dogs, elephants, dolphins etc., help to heal humans, young and old, physically, emotionally and mentally. It has been proven through experiments and observations, that: Having an animal around reduces stress, creates a relationship, helps people feel loved and needed, provides a listening ear without judgment and it can improve social skills and boost the confidence of an individual. (World Wide Health (2006) [online]) Recently, studies at the Research Center for Human/Animal Interaction have discovered that interacting with animals can increase peoples level of the hormone oxytocin, which help us feel happy. Also, this hormone does not only benefit us mentally but also physically, as it is part of the process when the body grows new cells. Animal Therapy can also be applied to only the animal, where animals presenting abnormal behaviour, can be helped by talks with the owners, psychological/physical training and zone therapy. Abnormal and uncontrollable behaviour of pets is also a rising problem in Denmark, where it is estimated that majority of danish pet owners have encountered problems with their pets behaviour. In a study carried out in 2000-2001, a range of pet owners were asked if they had encountered behavioural problems with their dogs, and 28% answered yes, where 17% stated that they had previously encountered problems. Furthermore, vetenarian Jà ¸rgen Mikkelsen estimates that each year 1 / 4 of all the dogs being euthanized in Denmark (roughly 200 danish clinics), were because of behavioural problems, and 2 / 5 of the dogs never reached the age of 3. Therefore a rough estimate concludes that 10-15.000 dogs are euthanized every year in Denmark because of behavioural problems (Dansk Veterinà ¦rtidsskrift (2006) [online]). However, animal therapy is gaining more and more ground in Denmark, and more clinics are opened within the country, proving that people are seeking this form of treatment more than before, and the awareness of the animals needs are more widely accepted, encouraging a closer animal-human bond. The relationship between scientific research and psychology as a discipline Eventually psychology was accepted as a science, although its subject matter was restricted. In the late 1950s and early 1960s, attention was placed upon mental processes and the mind. Behaviourists focused on observing phenomenon, where psychologists concentrated on studying the mental processes used to retrieve, store and acquire knowledge. Although mental processes cannot be observed as such, evidence can be gained by using a number of tests concerned with memory, perception and problem solving. Here cognitive psychology becomes of great importance, as it studies mental processes such as intelligence, memory, perception and thought. Because psychology operates with what cannot always be seen, at least in the past before we invented ways of discovering brain activities and their reactions to the surroundings we can see (MRI scans). Part of this has helped psychology become a scientific field, because it can be observed, measured and compared. Without this bond, psychology would never have been accepted as a science, and areas which are being researched today (for instance physiologies influence on behaviour), would never have existed or been made possible, and would have limited the ongoing knowledge that we posses within this area today. Also, medicine and biology have benefitted from the merger, as mental illnesses have been identified through psychological practices and treatments have been found. Many mental illnesses are approached with medicine as well as therapy, illustrating this merger in reality. Traditional and historical theories within psychology have all undergone changes throughout history, when knowledge has been gained in common ground areas, or new psychologists have decided to approach the matter from different angles. Darwins theory of evolution was challenged by believers, who approached evolutionary psychology from different views, which, as mentioned previously has resulted in sociobiology, physiological psychology and biology psychology, amongst others. I believe that therapies as mentioned above, can be perceived as a result of Darwin, Tinbergen, Lorenz Karl von Frisch, Wilson and Trivers, amongst others, theories which have influenced and challenged each other, and resulted in treatments and knowledge which benefits this branch of modern psychology, as illustrated in the number of therapies offered to patients today. Specialisms where integration is evident Specialisms where integration is evident in practice is for instance evolutionary psychology, which is a combination of evolutionary as well as cogn

GCSE English Coursework †Wide Reading Assignment - Lamb to the Slaughter :: English Literature

GCSE English Coursework – Wide Reading Assignment - Lamb to the Slaughter by Roald Dahl, and The Speckled Band In this wide reading assignment I have been looking at two stories, 'Lamb to the Slaughter' by Roald Dahl, and 'The Speckled Band' by Sir Arthur Conan-Doyle. Both these stories are classed as murder mysteries, and I am intending to investigate and compare the motives of the killers in both stories. 'The Speckled Band' is written in first person from the viewpoint of Dr. Watson. The story starts with Watson looking over notes of the cases that he and Holmes have taken in the last eight years; one in particular comes to his mind, and from their Watson tells the story of 'The Speckled Band'. The killer in 'The Speckled Band' is Dr Grimesby Roylott. Roylott is a tall man who was well built. 'Lamb to the Slaughter' is written in a third person perspective, and the story starts with a description of a room, and then breaks into the characters, and follows them though the rest of the story. The killer in 'Lamb to the Slaughter is Mary Maloney, a gentle, petite housewife. The two stories, as previously said, are both classed as murder mysteries, however when comparing these two stories the styles of writing and the way in which the stories are presented is completely different. An example of this would be the chronological order of each of the stories. What I mean by this is the traditional order of murder mysteries would be body, a motive, a weapon, a death, a suspect, an alibi and detectives. Lamb to the Slaughter and The Speckled Band are no exception to these "guidelines". The Speckled Band follows this order and is a very traditional murder mystery; Lamb to the Slaughter on the other hand does not follow the conventional style of murder mysteries and follows its own order. This order would be a motive, a weapon, a death, a killer, an alibi and detectives. In changing the traditional order of murder mysteries I feel that Dahl is mocking the genre of Murder Mysteries. The motives in 'The Speckled Band' are clear from an early stage. Its clear to see that Roylott's motives was the money, or the lack of it he would have if his step-daughters were to marry. While spending some time in India, Dr Roylott married a considerably rich woman. Upon her and Roylott's return to England Mrs Stoner died, and left her money to Dr Roylott, and an annual fund that Julia and Helen Stoner could collect when they were to wed. This is what Dr Roylott obviously

Fight Club Essay -- Literary Analysis, Chuck Palahniuk

Chuck Palahniuk’s Fight Club is a seductive novel which chronicles an unnamed narrator’s ability to cope with an emasculated, self-centered, materialistic society by creating an alter ego. Throughout the text, the theme of the emasculated modern man is presented both in the life of the narrator, and in the lives of the male characters he surrounds himself with. Through notions of absent fathers, consumerism and an innocuous/aimless existence, Palahniuk presents how men in modern society have lost their masculine identity and the extreme actions they go to in order to obtain it again. Belittled by their absent fathers, broken homes, and a feminine-centered society, the men in Fight Club present an incisive notion of the lives of modern men. With no outlet for expression the modern man is, in all aspects of his life, physically emasculated and emotionally castrated. Palahniuk represents the cultural loss of masculine identity in the second chapter of the text. A group of men sit together in a support group, helping one another cope with the emasculation they are destined to face. The support group, â€Å"The Remaining Men Together,† is for testicular cancer, meaning the men gathered are literally castrated. The men presented in the group struggle with emotional castration as well. One man, â€Å"Big Bob,† is revealed as a former body builder (a rather masculine profession) who abused steroids: trading in his â€Å"huevos† for â€Å"bitch tits† (Palahniuk 21). Bob has also been divorced three times and is now â€Å"bankrupt [with] two gr own kids who [will not] return his calls† (22). Big Bob and the rest of the group are emasculated and revert to emotional release, crying and group hugging, as their form of therapy. An emotional release such as crying is... ...he world free of history† (124) and create a new order where men are prominent. Similar to the experience of fight club, the men in the new order must rely on instinct and strength in order to succeed. Therefore the ability to endure pain is a way to attain power and masculinity. Chuck Palahniuk’s Fight Club is the story of the emasculated man living in the postmodern world. With no father to raise him he is left to his own devices. The grown man will ultimately succumb what culture tells him a man is, often relying on materialistic possessions to define his identity. As a result, the postmodern man becomes a slave to the social order and power relations of conventional society. Although he fits in with this society the emasculated man is miserable with his innocuous existence. Fight club, however, is the means in which he can restore his masculine identity.

Auschwitz Essay

What really did happen to all of the Jewish people and many others that were sent to Auschwitz? Almost all of the prisoners transported to the death camp were murdered or starved to death. Millions of people were tortured and killed at death camps just because of their religion. Established on April 27, 1940, in the middle of Poland, Auschwitz became the largest killing center during the Holocaust. Auschwitz was the largest death camp with three main camps and 45 sub-camps. Auschwitz I was where the laborers worked, Auschwitz II was the main killing center, and Auschwitz III was the housing for the prisoners.The 45 sub-camps were also for housing and labor work. In September 1941, the first gas chamber was conducted at Auschwitz. There were 850 malnourished and ill prisoners killed. Prisoners were put in shower like rooms where Nazi â€Å"Doctors† dropped Zyklon-B through little holes. Once the pellets came in contact with the air, it released a deadly gas that killed the pris oners in 20 minutes. Death by gassing became a daily routine. Captured Jews were transported to Auschwitz by train. They were unloaded and forced into two lines.Prisoners in the left line were sent to the gas chambers and killed immediately. The others in the right line were sent to work at labor camps. Most children, elderly, and handicap were also killed upon arrival. Out of all of the many Nazi â€Å"Doctors†, Josef Mengele was considered the worst. He mainly concentrated his studies on identical twins. Josef would drop chemicals into their eyes to change the color. He once sewed to twins together to make Siamese twins. He did all this without the use of anesthesia. The few survivors of is studies were executed.In January 1945, just 4 months away from the end of the war, the liberation of Auschwitz occurred. 7 tons of hair was collected and many other items. Mengele’s associates were sentenced to death or life in prison; he was not among them. 2. 5 million people we re killed at Auschwitz, and only 800,000 deaths were recorded by Nazis. Nine out of ten Jews were killed in gas chambers and many others throughout the camp. When the war was coming to an end, many people were burned alive to save time. 1. 2 million Jews and many others were tortured and murdered at Auschwitz during WWII, just for their looks and beliefs.

Marketing Strategy of Nestle Essay

Executive Summary Nestle foods was established in 1866. Since then it has continued to provide quality products to its customers with products and packaging innovations. Nestle juices is world wide number one and fastest growing food company. The company is trying their level best to differentiate themselves from other local companies and trying to win the competition in juice industry by adopting the modern trends and technologies in both operational fields as well as in marketing of their products. In this detailed project we covered all most all the topics related to the marketing plan. First of all we presented the companies history and introduction which included the year of formation and certain steps the resulted in the today’s form of Nestle. We describes value chain analysis PEST analysis about nestle juices and our brand competitor .And the next step we do experiment about SWOT analysis who its effect on our brand .so we described MARKET analysis, competitor analysis, analysis buyer b ehavior , hierarchy of organization goals and the next step to STP of nestle company ,so we explain product strategy , price strategy and distribution strategy ,communication strategy  and other things related to a marketing plan such as marketing budget and last of our project sale forecast for last 5 year.. Innovative technology, , Globalization, Matrices, , Financial Review, Porter’s five model, Industrial analysis, Five Ws and Future Plans Of Company. 1. Introduction 1.1 Basic Information Regarding Nestle Nestleis the largest food and nutrition company in the world, founded and headquartered in Vevey, Switzerland. Nestlà © originated in a 1905 merger of Anglo-Swiss Milk Company, established in 1867 by brothers George Page and Charles Page, and FarineLactà ©e Henri Nestlà ©, founded in 1866 by Henri Nestlà ©. The company grew significantly during the First World War and following the Second World War, eventually expanding its offerings beyond its early condensed milk and infant formula products. Today, the company operates in 86 countries around the world and employs nearly 283,000 people. AIM: Nestle (NESN.VX) is aiming for long-term organic growth of 10 percent in its nutrition unit. The aim of manufacturing Nestlà ©Ã¢â‚¬â„¢s product in global market will be earning maximum profit at minimum cost and capture the maximum share of the market. Goal: Nestles goal is to manufacture and market the company’s product in such a way as to create value that can be sustained over the long term for shareholders, employees, consumers and business partners. Nestle does not favour short term profit as the expense of successful long term business development. Market Growth: In 2009, consolidated sales were CHF 107.6 billion and net profit was CHF 10.43 billion. Research and development investment was CHF 2.02 billion. Sales by activity breakdown: 27% from drinks, 26% from dairy and food products, 18% from ready-prepared dishes and ready-cooked dishes, 12% from  chocolate, 11% from pet products, 6% from pharmaceutical products and 2% from baby milks. Sales by geographic area breakdown: 32% from Europe, 31% from Americas (26% from US), 16% from Asia, 21% from rest of the world. Objective and Issues: Taking an objective approach to an issue means having due regard for the known valid evidence (relevant facts, logical implications and viewpoints and human purposes) pertaining to that issue. If relevant valid evidence is denied or falsified, an objective approach is impossible. An objective approach is particularly important in science, and in decision-making processes which affect large numbers of people. Capital issues: Nestlà © S.A. has set up a new, wholly-owned subsidiary to manage the Group’s pension fund assets, which amounted to some CHF 25 billion at the end of 2005. From 1 January 2007, Nestlà © Capital Advisers, the new Swiss-based company, will have a strategic advisory role and be a one-stop-shop for any services required by Nestlà © pension funds around the world. Nestlà © Capital Advisers’ CEO will be Jean-Pierre Steiner, who will also continue as Nestlà ©Ã¢â‚¬â„¢s corporate pension and risk director. Paul Polman, CFO of Nestlà © S.A., will serve as Chairman of the Board. In addition, Nestlà © Capital Advisers has established Nestlà © Capital Management, an operational asset management arm based in London, fully authorized and regulated by the UK Financial Services Authority. Nestlà © Capital Management will start operations from 1 January 2007, with 15 investment managers and a compliance officer. This new Nestlà © asset management company will be able to provid e cross-border investment and advisory services to any Nestlà © pension fund based in Europe or elsewhere. However, each individual Nestlà © pension fund will continue to be under the responsibility of the relevant local trustee board. Nestlà ©Ã¢â‚¬â„¢s new, shared-services approach to Group pension fund management aims to lower costs and boost net asset performance while strengthening Nestlà © S.A.’s overview of Group pension assets. Key of Success: The quality, low price charging and marketing strategy will be the reason of  working behind to achieve success of Nestle. Nestle has to focus on the mind of buyer and consumers by which their selling rate. Nestle will be able to achieve maximum profit. Besides taking some extra strategies the company will be able to reduce its cost of the product. 1.2 History Of Nestle The company dates to 1867, when two separate Swiss enterprises were founded that would later form the core of Nestlà ©. In the succeeding decades the two competing enterprises aggressively expanded their businesses throughout Europe and the United States. In August 1867 Charles A and George Page, two brothers from Lee County, Illinois, USA established the Anglo-Swiss Condensed Milk Company in Cham. Their first British operation was opened at Chippenham Wiltshire in 1873. In September 1867, in Vevey, Henri Nestlà © developed a milk-based baby food and soon began marketing it. The following year, 1868, saw Daniel Peter begin seven years of work perfecting his invention, the milk chocolate manufacturing process; M. Nestlà ©Ã¢â‚¬â„¢s was the crucial cooperation M. Peter needed to solve the problem of removing all the water from the milk added to his chocolate and thus preventing the product from developing mildew. Henri Nestlà © retired in 1875, but the company, under new ownership, retained his name as FarineLactà ©e Henri Nestlà ©. In 1877 Anglo-Swiss added milk-based baby foods to its products, and in the following year the Nestlà © Company added condensed milk, so that the firms became direct and fierce rivals. In 1905 the companies merged to become the Nestlà © and Anglo-Swiss Condensed Milk Company, retaining that name until 1947, when the name Nestlà © Alimentana SA was taken as a result of the acquisition of Fabrique de Produits Maggi SA (founded 1884) and its holding company, Alimentana SA of Kempttal, Switzerland. Maggi was a major manufacturer of soup mixes and related foodstuffs. The company’s current name was adopted in 1977. By the early 1900s, the company was operating factories in the United States, United Kingdom, Germany and Spain. World War I created new demand for dairy products in the form of government contracts; by the end of the war, Nestlà ©Ã¢â‚¬â„¢s production had more than doubled. After the war, government contracts drie d up and consumers switched back to fresh milk. However, Nestlà ©Ã¢â‚¬â„¢s management responded quickly, streamlining  operations and reducing debt. The 1920s saw Nestlà ©Ã¢â‚¬â„¢s first expansion into new products, with chocolate the company’s second most important activity. Nestlà © felt the effects of World War II immediately. Profits dropped from US$20 million in 1938 to US$6 million in 1939. Factories were established in developing countries, particularly Latin America. Ironically, the war helped with the introduction of the company’s newest product, Nescafà © (â€Å"Nestlà ©Ã¢â‚¬â„¢s Coffee†), which was a staple drink of the US military. Nestlà ©Ã¢â‚¬â„¢s production and sales rose in the wartime economy. The end of World War II was the beginning of a dynamic phase for Nestlà ©. Growth accelerated and companies were acquired. In 1947 came the merger with Maggi seasonings and soups. Crosse & Blackwell followed in 1950, as did Findus (1963), Libbyâ⠂¬â„¢s (1971) and Stouffer’s (1973). Diversification came with a shareholding in L’Orà ©al in 1974. In 1977, Nestlà © made its second venture outside the food industry by acquiring Alcon Laboratories Inc. In 1984, Nestlà ©Ã¢â‚¬â„¢s improved bottom line allowed the company to launch a new round of acquisitions, notably American food giant Carnation and the British confectionery company Rowntree Mackintosh in 1988, which brought the Willy Wonka Brand to Nestlà ©. The Brazilian president, Lula da Silva, inaugurates a factory in Feira de Santana (Bahia), in February of 2007. The first half of the 1990s proved to be favorable for Nestlà ©: trade barriers crumbled and world markets developed into more or less integrated trading areas. Since 1996 there have been acquisitions including San Pellegrino (1997), Spillers Petfoods (1998), and Ralston Purina (2002). There were two major acquisitions in North America, both in 2002: in June, Nestlà © merged its U.S. ice cream business into Dreyer’s, and in August a US$2.6 billion acquisition was announced of Chef America, the creator of Hot Pockets. In the same time frame, Nestlà © came close to purchasing the iconic American company Hers hey’s, one of its fiercest confectionery competitors, though the deal fell through. Another recent purchase included the Jenny Craig weight loss program for US$600 million. In December 2005, Nestlà © bought the Greek company Delta Ice Cream for â‚ ¬240 million. In January 2006, it took full ownership of Dreyer’s, thus becoming the world’s biggest ice cream maker with a 17.5% market share. In November 2006, Nestlà © purchased the Medical Nutrition division of Novartis Pharmaceutical for $2.5B, also acquiring in  2007 the milk flavouring product known as Ovaltine. In April 2007, returning to its roots, Nestlà © bought US baby-food manufacturer Gerber for $5.5 billion. In December 2007, Nestlà © entered in a strategic partnership with a Belgian chocolate maker Pierre Marcolini.[8] Nestlà © agreed to sell its controlling stake in Alcon to Novartis on 4 January 2010. The sale was to form part of a broader US$39.3 billion offer, by Novartis, for full acquisi tion of the world’s largest eye-care company. On March 1, 2010, Nestlà © concluded the purchase of Kraft’s North American frozen pizza business for $3.7 billion. 1.3 Situation Analysis First of all nestle company want to know about the market situation. So the company collect information from the market. Market Description : All most all of the country consume the product of nestle. They are very careful about the quality and nutrition. There isalmost 6000 brand with a wide range of products. Like- they have Baby foods (Nestlà © Cerelac, NAN) Breakfast cereals (Nestlà © Cereals) Dairy products (Milkpak, NIDO, Nespray, Nestlà © Yogurts, Everyday) Ice-creams (Movenpick, Dreyer’s) Chocolate confectionary (Kit Kat, Smarties, Toffo) Beverages (Nescafe, Milo, Nestlà © juices) Food service (Nestlà © Jumbo Bottle) Prepared foods (Maggi, Powered Soups) Bottled water ( Nestlà © Pure Life, Nestlà © Aquarral) Pet care (Pro Plan, Purine, ONE, Fancy feast, Dog Chow, Cat Chow, Felix, Alpo) Pharmaceuticals (Ophthalmic drugs, lens-care solutions & optical surgical Instruments) Competitor Review: UNILEVER Nestle’s main international competitors include Unilever and Procter & Gamble. They also face competition in local markets or product ranges from companies such as Beiersdorf, ConAgra, Danone, General Mills, Henkel, Mars, Inc., Pepsico, Reckitt Benckiser and S. C. Johnson & Son. LANGNESE: Langnese is the German Heartbrand subsidiary of the Anglo-Dutch company Unilever. They are the number one producer of ice cream products in Germany, and their main competitor is Nestlà ©; a reflection of the relative positions of these two giants in the global market. BRITANNIA INDUSTRIES: Britannia Industries Limited is an Indian company based in Kolkata that is famous for its Britannia and Tiger brands of biscuit, which are popular throughout the country. Britannia is has an estimated 38% market share. The Company’s principal activity is the manufacture and sale of biscuits, bread, Rusk, cakes and dairy products. Despite this strong competition, Nestle can carve out a definite image and gain recognition among the targeted segments. The products what we are serving to our consumers is the critical point of differentiation for competitive advantage. 2. Marketing Segmentation 2.1Geographical Segmentation Nestle is the world’s largest food company that did marketing segmentation very well. They also base on the geographic segmentation. Here they consider the world region, country region and rural area. 1) World or country region:- Nestle understands the geographical different in needs and wants. For example: in Viet Nam, Nestle has the Maggi brand with many kinds of Asia sauce, but Maggi do not exist in England because of the different in the geographical taste. While, Nestle sell pet food in England and some other countries but they do not sell in Viet Nam. So we can easily understand that this company considers geographical segmentation. Maggi Sauce in Viet Nam 2) Rural area Segmentation:- Nestle also considers the rural area segmentation. For example, in the city supper shopsof Asia keeps Maggi /Nido milk and in rural areas nestle supplies a much less product like Maggi or Nido milk. 2.2Demographical Segmentation Nestle segments their customer into the different of age, family size, family life cycle, income etc. 1) Age:- Nestle never offers the same product for the people whose is 30 and whose age is 13. For example, nestle offers Nescafe coffee for adult people and offering Milo for children. Coffee for adult Milo for children 2) Family Size and Life cycle:- Nestle offers their same product in different size of containers to fulfill the different type of needs according to the size of the family. For example, Nestle chocolate offers different size of containers. The family with many members can buy the large container to satisfy everyone in the family, where a small family can take the small one to do the same. 3) Income:- The people with small income can buy nestle product. They produce that product which will save money. Like, Nescafe coffee has a mini pack for instant coffee which saves the money of limited income people. 2.3Psychographic Segmentation Nestle offers their product considering customers psychographic segment, like, social class, lifestyle and personality. 1) Social class:- Many products of nestle company are highly affordable by different the people of different social class. 2) Lifestyle and personality:- Nestle Breakfast Cereals is the best choice for busy people and Nescafe also help them more alert in working. Besides, there are some people who love to eat can eat every time and everywhere. Confectionery such as Smartest, Aero, Butterfinger, and Orion can be called their best friends. 2.4Behavioral Segmentation Behavioral segmentation base on the different in knowledge, attitudes or responses to a product. Benefits:- Nestle offers us the best quality, taste and price for baby food, coffee and chocolate. Customers may buy other companies baby food/coffee/chocolate, but no other company can provide the quality and flavor that Nestle provides. Readiness stage:- Nestle is one of the most well known company in the world. A very few people can found who don’t know about this companies product. Nestle figure out the stage of their customer and make them more aware about their foods and nutrition. Attitude Toward product:- Nestle is always concern about the attitude of people toward their product. The considers the feedback of their customers and the other people and make their product more better to get the positive opinion of their customers. User Status:- A market has all types of customers. Nestle tries to measure user status to take more customers into their segment, so that all types of customer get opportunity to buy the product of Nestle. All the following criteria are followed by the Nestle Company for their segmentation. 3. Market Targeting Market segmentation reveals the firm’s market segment opportunities. It now must evaluate the various segments and decide how many and which segment it can serve best. We now look at how the company evaluate and target segments. Fig: Porters Five Forces 3.1.Right size and growth:- Nestle company collets information about different type of customer from market segmentation. Then analyze to select a target market. They complete this task considering the size and growth of the target market. Nestle mostly focus on the geographic and demographic segmentation because, their product is made based on this two segments. 3.2.Structural Attractiveness:- Most of the companies have their similar competitors. Nestle also considers its competitors so that, they can attract their target market. They try to make a better product in a good price then their competitors. But now a days there no close competitor of nestle company. Nestle is also concern about the buyers power and the suppliers power. To achieve the target market Nestle need to satisfy the buyers as well as the suppliers. To avoid the bargaining problem that is created by the buyers, Nestle companies all products are at a fixed price. There is another problem of substitute product. But because of the high quality and affordability Nestle don’t need to be worried about that problem. 3.a. Selecting target market After evaluating different segments, Nestle Company decides which and how many segment it will target. Buyers have unique need and want. So, nestle divided their products according to the different segments of market. Nestle company wants to use differentiated marketing strategy and the company decides to target several market segments and designs different offers for each segment. It decides to produce different types of products based on age, family life cycle, social class and lifestyle. Nestle tries to know what type of products are needed for which type of people. At first, nestle company produces a product for testing and experimenting for a specific segment and if it is wanted by the target market, it changes the product types. Nestle wants to offer some kind of product that is mainly based on demographic segmentation. No. Different consumer product 1 Age: 6 months and onwards Cerelak, Nido, Nan 2 Coffee lovers Nescafe, Coffee Mate, 3 in 1 3 Chocolate lovers Kitkat, Crunch, Galak 4 Age: 8 years and onwards Maggi, p’tit pot 5 Age: teenagers Milo, Aero, Turtles These are some of the different types of products that Nestle Company offers for different types of customers. They offer these different types of product because there are different types of demand in the market. 4. Positioning â€Å"A company must differentiate its offers by building a unique bundle of benefits that appeal to a substantial group within the segment.†Ã¢â‚¬â€Ã¢â‚¬â€ Nestle knows this pretty well. It has many advantages over competitors by offering different types of quality products. To create a profitable relationship with the different types of customers, Nestle stays alert and finds different ways to differentiate itself in the eye of every customer. Marketers often prepare a perpetual positioning map to plan strategies. It shows consumer perceptions of their brands versus competing products on  important buying dimensions. Nestle company always tries to maintain a better position in consumer minds than others. PriceNestle Unilever Britannia Lengnese Benefit 4.1 Positioning Map The figure below shows a positioning map for the world’s leading food brand-Nestle. The position for each circle of the map indicates the brand’s perceived positioning on two dimensions – price and quality. 4.2 Choosing Positioning Strategy It’s very easy for Nestle to find its positioning strategy. Since it’s a very well known company, it tries to have the same position in a different segment. Nestle differentiates its offers by building a unique bundle of benefits which is appealing to a substantial group within a segment. Nestle follows three steps for its positioning task: a) It identifies a set of possible competitive advantages to build a position. b) Then, it chooses the right competitive advantage. c) And selects an overall positioning strategy After these steps, nestle communicates and delivers the chosen position to the market effectively. Identifying possible value difference and competitive advantage: Nestle understands the importance of understanding customer needs better than the competitors and delivering more value. It’s very important to build a profitable relationship with the customers. Nestle has positioned itself to  the extent of providing superior value, by this it has gained competitive advantage. But, solid position cant be built by false promises. Nestle delivers the quality and service it promises. Thus nestle has differentiated the company in the market. Nestle thinks through the customers’ entire experience with the company product to find the point of differentiation. It has successfully found ways to differentiate at every customer’s point of view. Nestlà ©Ã¢â‚¬â„¢s strategies for differentiation are: Service:Nestle wants to make sure that their service is better than other competitors. They print the nutritional values and other health facts related to the product on the packet of the product. They also provide contact number and mailing addresses etc. for queries or any other facts. For example, in the image Nescafe Tasters Choice the arrow indicated area has all the information about this product. Product: Nestle provides the best products and they are quite self-confident about it. They know very well that they have a very few competitors which makes it easy for them to capture the market. Image: Nestle knows that a company cannot develop an image in public mind overnight using only a few advertisements. Nestle has a different image in public eye which it has earned over the years. People: Their number of target people is very high because they have much demand for baby food and nutrition products. Positioning strategy For a new product, firstly they decide to use more for less positioning strategy. Nestle gives more benefit than the other competitors but their price is low, because in this case, they can attract the customers easily. 4.1Positioning strategy: Nestle company generally use more for more strategy. Compare to other company they are charging higher price than other. But on the other hand they not only charging higher price they are also provide benefit to the customer. 4.2 Developing a positioning statement In positioning statement the summarization of company and brand positioning are followed. The concept is TO (Target segment and need) OUR (company) IS( product) THAT ( point of difference). By this way Nestle make positioning statement. PRICE MORE THE SAME LESS SFig : Positioning Strategy Developing a positioning statement In positioning statement the summarization of company and brand positioning are followed. The concept is TO ( Target segment and need) OUR (company) IS( product) THAT ( point of difference). By this way Nestle make positioning statement. Developing 4p’s 5.1Product:All most all of the country consume the product of nestle. They are very careful about the quality and nutrition. There are almost 6000 brand with a wide range of products. Like 1. Baby food- Cerelak, NatureNes,  nestum 2. Cereals- Chocapic, Fitness, Cini Minis 3. Water- Nestle Pure Life, Perrier, Poland Spring 4. Dairy- Cornation, Coffee Mate, Nido 5. Coffee- Nescafe 3-1, Nescafe Classic, Nescafe Decaf 6. Drinks- Milo, Juicy Juice, Nestea 7. Sports nutrition- Power Bar 8. Ice cream- Maxibone,Drumstick, Sorbetes 9. Diet foods- Jenny Craig 10. Healthcare nutrition- Boost, NutrenJunior,Resource 11. Frozen foods- Buitoni, Herta, Hot Pocket, Maggi. 12. Chocolate-Auro, Crunch, Kitkat, Butterfinger 13. Pet care- Purina Alpo, Bakers Complete, Cat Chow 5.2Price:people never wanted to compromise on quantity. So they adapted value based pricing. Nestle specially want to capture different segment of the market. So its price are based on its effective value of customer selective to their product. However its price is comparatively higher than the price of other product. 5.3Place:Nestlà © began in Switzerland in the mid 1860s when founder Henri Nestlà © created one of the first baby formulas. Henri realized the need for a healthy and economical product to serve as an alternative for mothers who could not breastfeed their babies. Mothers who were unable to breastfeed often lost their infants to malnutrition. In 1874 the Nestlà © Company was purchased by Jules Monnerat. Nestlà © developed its own condensed milk to contend with its competitor, the Anglo-Swiss Condensed Milk Company. 5.4Promotion:Promotion is the very important and crucial element of marketing strategy as through it the company establishes its image in the minds of the customers. NPL is promoted by using different ways of promotion. Advertisement of NPL is done through TV, radio, billboards, newspapers and magazines. Current advertising slogans are that NPL is trust, hope and happiness and Good Food Good life. Nestlà © also conducts the tradeshows, concerts, events sponsorships, and discounts for sales promotion. For  establishing public relations, Nestlà © distributes its newsletters, annual reports, calendars and diaries, lobbying, donation for charitableand civic events. For the victims of 8th October 2005 earthquake, Nestlà © has donated 90 trucks, which were containing different foods items, and NPL was one of them which is around Rs. 2 Billion. The Nestle organized its teams to distribute products to the affected areas and all employees contributed from top to bottom. Example:- Buy-One-Get-One-Free (BOGOF) – if a loaf of bread is priced at $1, and cost 10 cents to manufacture, if you sell two for $1, you are still in profit – especially if there is a corresponding increase in sales. This is known as a PREMIUM sales promotion tactic. Customer Relationship Management (CRM) -incentives such as bonus points or money off coupons. There are many examples of CRM, from banks to supermarkets. Free gifts- Subway gave away a card with six spaces for stickers with each sandwich purchase. Once the card was full the consumer was given a free sandwich. Free samples- Red Bull (a caffeinated fizzy drink) was given away to potential consumers at supermarkets, in high streets and at petrol stations (by a promotions team). Conclusion Nestlà © is one of the only companies to have developed an information disclosurepolicy. But the policy includes no good practice principles. To strengthen their capabilities forensuring consistent public disclosure of information across the company Nestlà © should identifynarrowly defined conditions for non-disclosure and commit to responding to information requestswithin a defined period of time. In participation, Nestlà © only make a general commitment to engagingwith those outside the company through their Corporate Business Principles. They should go furtherand develop a detailed policy on external stakeholder engagement that identifies the conditions underwhich stakeholder can expect to be engaged in company decision-making and commits toincorporating stakeholder input into decision-making else providing an explanation. Furthermore,Nestlà © needs to strengthen their complaints and response capabilities; the company needs to put inplace a complaint mechanism that covers more than a single product and allows both  internal andexternal stakeholder to submit complaints for issues of non-compliance in relation to all the company’spolicies and practices. References 1. Allied Stores was originally formed in 1929 to act a the group’s purchasing arm. 2. http://www.nestle.com/Pages/Nestle.aspx 3. http://www.nestleusa.com/ 4. http://en.wikipedia.org/wiki/Nestl%C3%A9 5. http://www.verybestbaking.com/ 6. http://www.purina.com/ 7. http://www.nestle.pk/ 8. http://www.nestle-nutrition.com/Public/Default.aspx 9. Newspaper 10. Www. Google.com 11. Friends