It’s Only Child Abuse if it is Violent Essay

Child abuse is defined as the physical, emotional or sexual mistreatment of a child. Child maltreatment is defined as acts of omission or commission by parent or any other caregiver which may result to harm or potential of harm as well as harm threat to any child (MedlinePlus, 2010). Most of child abuse are known to occur in the child’s home but smaller occurrences has been noticed in schools, organizations as well as community, which the child is interacting with. Child abuse is not only through violent acts but there are several ways and acts which can be said as abuse to a child. In this paper, I argue that child abuse is not only perpetrated through violent means but also through other nonviolent means. Child abuse is in different forms. It is much more than broken bones and bruises that can be noticed on a child who has been physically abused. Other forms of child abuse such emotional abuse as well as child neglect may also leave a child with long lasting and deep scars, which may not be seen but in the heart of the child (Wolfe, 1999). Some of the signs that can show a child has been abused may be subtler than the others. Smoking in front of children or inside cars which is carrying children may serve as one form of child abuse. This is because one smoking in places where children are present would mean ruining the health of the children as they are not aware of that and even they can not stop you from smoking. Cot deaths in children are linked to mothers smoking while they are pregnant (UNICEF, 2000). In America evidence has shown that many children die as a result of the effects of their parents smoking and is more than the deaths which results from accidents. Neglecting a child is known to be another form of child abuse. Neglecting child encompasses many things which may include non-compliance with the recommendation of health care, depriving a child food which may result to the child being hungry as well as failing to enable the child to thrive physically (Baskerville, 2006). Other areas of concern may include exposure of children to drugs as well as lack of protecting them from the dangers of environment. Furthermore, child abuse can as well include abandonment of child, poor hygiene, inadequate supervision and depriving a child the right of education. In addition, there are several other forms of child abuse which may include ridiculing a child, degrading a child, destruction or torture of child’s pet, destroying personal belongings of a child, criticizing a child excessively, withholding communication with a child as well as humiliating a child (UNICEF, 2000). All these form of child abuse does not mean one is using violence but the fact is that these acts can result to child abuse. This form of abuse can hurt the child internally and may make the child to live uncomfortable life through out his or her life. In conclusion, not all forms of child abuse require one to use violence so as to be considered as child violence. Emotional abuse is one of the worst practices of child abuse since its effect is long lasting and may even cause the life of a child to change completely through out his or her life. Therefore, emotional child abuse and other forms of child abuse that does not involve violence should be considered as equally affecting the life of child negatively.

An Artwork of Modern Realism Essay

Edward Hopper’s painting called ‘Portrait of Orleans’ pictures the town of Orleans back in 1950. The painting shows the point of intersection of a town road at daytime, with the viewer standing a little to the right in the middle part of the road. There are buildings on the further right side of the viewer, and a section of foreboding trees on the left side, which extends to the further end and curves backward to the right, straight to the area of buildings. Main Body The seven formal elements of art design are the following: (1) line, (2) shape, (3) form, (4) space, (5) texture, (6) light, and (7) color (School of Art, Design and Art History n. d. ). Going over Hopper’s Portrait of Orleans, we analyze it based on these seven elements: Line. Hopper’s painting is filled with either vertical lines or two congruent lines that converge at the middle to form a sort of triangle, which lead the eye upward to space (a cloudless sky). Curves were used to lead the eyes to the motion aimed by the painter. The curve of the looming trees, for example, extends vertically to the end and then curves backward to arrive at the right side of the road where the buildings are. From there, the horizontal lines of the road lead the eye to the right to extend beyond the picture. Shape. Shapes that were used were usually squares, circles, rectangles, and triangles. The shapes were usually connected through the use of perpendicular angles and right angles that lead one shape to the next. In the trees, for example, angles lead the eye from the rectangular trunk to the circular leaves above the trunk. Form. There are forms in the 2-dimensional items in the painting, as it creates depth, width, and height. The circular forms in the trees accentuate the form by using the right shade that darkens as the color progresses to the bottom. This creates depth, width, and height, which is emphasized also by the shadows that the looming trees are projecting. Space. The use of space is more apparent on the nearer portion of the intersecting road as well as the cloudless sky. Space gives huge impression on a painting, such as this one by Hopper. Because of the huge amount of space, it projects a feeling of isolation on the side of the viewer†¦ quietness, stillness, and a little of the feeling of alienation. Texture. Texture contrasts from the rougher ones on the trees, roofs, and tires to the smoother ones on the buildings, road post, and traffic light. Texture, together with shades and use of color, gives an added depth that makes the picture more realistic. This can be seen in Hopper’s painting, wherein texture makes the viewer feel the reality attached to the scene. Light. Light here was used basically to give emphasis to other elements like texture, shape, and form. It was also used to exaggerate the mood, as it gives a more isolated projection by emphasizing empty space, which cannot be made possible with the use of a dimmer light. The effect of the scene cannot also be made possible proper use of light. Color. The type of colors that was used here can be described as light, luminous, and realistic. The harmony does not develop a mood that is heavy, although it does not develop one that is happy and gay either. The use of colors (e. g. , tangerine), as well as the other elements, forms a sort of mysterious aura, creating a sort of tension on the side of the viewer. Conclusion Arthur McDowall wrote in 1918: â€Å"At the bottom of realism, in all its variations, seems to be the sense of actual existence; an acute awareness of it, and a vision of things under that form† (3). The ‘Portrait of Orleans’ is nothing different from this: it is art applied for a sense of existence, with a vision of how reality appears in mystery, tension, and motion. Appendix: Edward Hopper’s Portrait of Orleans (1950), available at Works Cited McDowall, Arthur. Realism: A Study in Art and Thought. London: Constable, 1918. Portrait of Orleans. 2008. Allposters. com. 21 May 2008 . School of Art, Design and Art History. ART BASICS: The 7 Formal Elements of Art Design. N. d. San Diego State University. 21 May 2008 .

My Future Plans Essay

As a current senior in high school, I have reached the point where it is time for me to decide what I want to do with my life. Â  Throughout my four years in high school, I have been intrigued by a variety of different paths such as teaching, marine science, and even journalism. Â  After growing up a little and taking a better notice of my interests and likings, I have noticed my love for sports, fitness, and health. Â  My first plan for the future is to graduate from Oakland Mills High School and receive my high school diploma. Â  After this I will attend East Carolina University, or ECU, in Greenville, NC. I want to major in exercise science and minor in exercise physiology. My first few years in college I would like to gain experience in the field by obtaining a work-study position that will help me develop new skills in exercise science work such as a student athletic trainer. I would also like to play club lacrosse for ECU during my four years there. Â  Either my junior or senior year in college I would like to study abroad in Europe. Â  I hope to get work-study on campus my freshmen year so I can save up money by the time this comes around. Â  After four or five years of school I would hope to graduate with a bachelors degree. Â  After graduation I do not want to settle down right away. Â   I would either want to volunteer for the peace core abroad for a year in the Middle East or travel on my own, if possible. Â  After this I would want to move back to Maryland or D.C. so I can be close to my family. Â  I would like to either get a job in training, therapy, or coaching. Â  While the future is undecided and unknown, it is a time for changes and new things. Â  Although I know it will be a long journey I will remain open to all possibilities and be proactive while continuing to asses all of my options.

Analysis of Education in California Research Paper - 1

Analysis of Education in California - Research Paper Example The state plans to bring back some programs that were eliminated during the great recession denying many learners many high-quality services enjoyed by learners in the other states. There are other reforms by the government and the education sector in the 2014-1015 budgets to aid the ailing education sector. The reforms will help reinstate confidence in the education system in California state and assist students to acquire competitive skills like their colleagues in the other states. The education system in California has both public and private schools such as the University of California, California Community Colleges, public and private elementary schools, private colleges and universities, and, any high schools. California has the highest population in the US with many school students at all education levels. According to the 2005-2006, the state had around 6.2 million scholars in all school levels exerting pressure in public schools (McClanahan, 2011). The state lags behind in staffing and funding of education especially in the District of Colombia. The teacher-pupil ratio is also big with one teacher handling 21 students according to the 2005-2006 school year reports. Students from African America families are living below the poverty line and cannot fund their education fully. California public schools quality of education has declined in several dimensions since the 1970s with little intervention (Newfield &Lye, 2011). The state of education in California has declined greatly especially in public schools. The state and the local districts many very huge cuts in the budgets of various schools due to the hard economic times. The leaders mostly try to find short-term solutions to the problems hoping that the economy will recover and do not want to make the hard reform choices.  Ã‚  

The Effect of Media on People Research Paper Example | Topics and Well Written Essays - 1750 words

The Effect of Media on People - Research Paper Example It was followed by conveying verbal messages by slaves or subordinates through covering distances on foot or animals at a later stage. Then with the invention of paper came the time of writing letters and sending telegrams. Even for that matter, man had to make journeys of days and night to reach his destination. With the invention of radio in 1895 with the efforts of a number of researchers, people were able to send their messages across borders. The era of radio lasted many years. It was an important mode of communication especially during World Wars I and II. Man has always been a mode of communication himself. The best storyteller is a human being. It started from the beginning of time, when stories were exchanged by families, tribes and entire villages. It gave rise to an aura of enchantment that lasted for ages until the birth of other modes of interaction. During that period, the concept of communicating through imagery was also common. Lifetimes were drawn or painted in the f orm of art in churches, castles or inside caves. Such drawings contained the power of talking to the viewer. (ChallengingMedia 2010) This essence of communication prevailed until the advent of industrial era. Industrial revolution brought the printing press combined with steam engine technology to develop something which was called the newspaper. (ChallengingMedia 2010). This amalgamation changed the paradigm of media. It proved to be an easy and approachable medium for people to educate themselves about the life around them through reading. The biggest advantage of newspapers was the increase in literacy rate. People lost the tradition of telling or hearing stories through the primary source. Instead, people started to limit apparent interaction. Then with the dawn of the electronic revolution came a new mode, the television. The television dominated the electronic age. It was run through antennas that caught channels from satellites and transmitted them throughout the world on tel evisions. It attracted people of all ages but the strongly attracted was the economic and business market. Businessmen started investing through broadcasting commercials on televisions that in return paid for the programs run on it. The United States was the one of the countries that took advantage of this new technology and helped raise its economy through media channels. (ChallengingMedia 2011) Today, the electronic media has expanded and evolved further in the form of the Internet, social networks like Facebook and Twitter, the film industry, the music industry and mobile phones. The Internet which was the invention of the United States during Second World War for the purpose of communication over large distances was later transformed into a public entity. It led people connect across oceans within a matter of seconds through emails, live broadcasting, chatting and webcam. It is splendid and saturated mode of information. The Internet along with the introduction of computers and laptops has made life simple. Now the use of paper and pen or type writer machines has been replaced by typing on computers with advanced features of writing editing. The social networks like the Facebook and Twitter has enhanced the mode of connectivity. Currently there are more than sixty thousand people on Facebook and one hundred and ninety people have joined Twitter. Such networks enable people to share their

Business policy-strategic management Essay Example | Topics and Well Written Essays - 250 words - 2

Business policy-strategic management - Essay Example The revenue of the airline has been falling. James Parker, CEO, faces the challenge to contain operation costs since the expenses almost outpace the earnings. The long-term objectives of Southwest Airlines, therefore, are significant in solving the relevant problems and issues effectively and efficiently. Southwest Airline has initiated distinct objectives to enhance its sustainability and future productivity in terms of good customer relation and proficient services. The objectives include, first, it aims to deliver superior service. The management aims at providing quality services to its customers in the right time. The issue of late flights is a concern to end. Secondly, Southwest aims to build employees’ commitment and connection. Morale of employees is considered a priority to enhance proficient delivery of products and services. Therefore, they are motivated and united. Third, it aims to develop new sources of revenue and to control costs. The capital base of Southwest airline has fallen due to several expenses. The management, therefore, aims to boost its finance by controlling irregular expenses and increasing the capacity base to raise more revenue. Southwest’s new push is to draw in new passengers beyond its faithful flyers with the message that it cares unli ke most airlines (Adaje 1). Besides, Southwest Airlines aims to expand its networks so that they can efficiently operate on a combined basis to enhance profitability (Velotta 1). Finally, the management aims to bring up international capability within Southwest. Karp, Gregory. Southwest Airlines has an unusual problem: delays. Seattle Times. December 27, 2013. Web. Accessed May 29, 2015 Velotta, Richard N. Southwest Airlines CEO talks about fares, fees, and new routes. Vegas Inc. 2013, Feb 18. Web. Accessed May 29, 2015

Biodiversity Hotspots Essay Example | Topics and Well Written Essays - 2000 words

Biodiversity Hotspots - Essay Example While some of the plant and animal species in an ecosystem may be increasing in population, others may be actually decreasing or facing extinction (Bowen, P. 56). The fact that these species of plants and animals may soon become extinct is a wake-up call to the governments and other stakeholder organizations and individuals to multiply their biodiversity conservation and preservation efforts. In fact, for organisms such as insects, algae and fungi on which little are known compared to other larger organisms, more needs to be done to protect them from extinction (Bowen, P. 55). In addition, there are myriad larger animal species that face severe extinction threats and more should be done to preserve them. A community of plants and animals living together in a location and the various environmental processes and factors that directly and indirectly influence their lives is referred to as ecosystem. In other words, ecosystem refers to the elements that make biodiversity possible by supp orting the lives of animals and plants living in a community through the provision of valuable resources. For in instance, in an ecosystem, wetlands help in the cleaning of water, controlling of floods and filtering of toxic substances out of water bodies. Similarly, estuaries are nurseries for marine life while forests are the chief suppliers of oxygen and fresh water to an ecosystem besides their role in controlling soil erosion and levels of carbon dioxide in the atmosphere (Bowen, P. 56). Student 1 Biodiversity Hotspot Biodiversity hotspot refers to a region or an area in which natural ecosystems that are fundamentally native and intact species or communities of living organisms are naturally well represented and supported. In other definitions, a biodiversity hotspot could be an area that is richly populated with locally endemic species of plants and animals, which in most cases, are not found in regions outside the said hotspot (Novacek, P. 89). Unfortunate for most of the bio diversity hotspots in the world today, many of the management practices at these spots do great compromise and harm to the ecological balance at these spots since they place the natural values and resources of these spots at risk. This risk is likely to increase if not checked, resulting in the decreasing or extinction of certain endangered species of living organisms. There is thus the need for active conservation management practices at all the world’s biodiversity hotspots to ensure the survival of endangered species of plants and animals. The only source of hope for most biodiversity hotspots in the world is that most of the natural values of these spots are quite intact and it will only require the formulation and implementation of conservation actions that would maintain and improve these natural values (Novacek, P. 97). Protecting and conserving biodiversity hotspots should therefore be the concern of everyone in the society, more so governments. In this context, gover nments must establish programmes that emphasize activities that would improve the conservation of hotspots on both private and communal/public land. Similar course of action should be initiated at all levels of the society: that is, at the local, national, regional and international scales. There are quite a number of renowned biodiversity hotspots in the world. Most common are the thousands of islands in the major oceans of the world such as the Indian, the Pacific

Macroeconomics Problem Set Speech or Presentation

Macroeconomics Problem Set - Speech or Presentation Example From (b), it is evident that that velocity of money is equal to the nominal interest rate. Velocity will, therefore, grow if interest rate also grows. Hence, if interest rate is a constant velocity is also constant. Velocity will, therefore, grow if interest rate also grows. Money neutrality means that money supply does not affect real variables but only affects the nominal variables. An increase in the money supply will hence have an effect on all prices but not on the real GDP or real prices. Structural unemployment results from structural changes in the economy that makes employees obsolete. It is a lack of the required type of workers; there is a difference between the skills employers are looking for and the available employee’s skills. 3. Researchers at Purdue have collected data on the number of undergraduate Purdue students either involved in a relationship or uninvolved. Among involved students, 10% experience a breakup of their relationship each month. Among uninvolved students, 5% enter into a relationship every month. Illustrate the flow of students between the two states (involved and uninvolved) using a diagram. What is the steady-state fraction of residents who are

PISCO Model Case Study Example | Topics and Well Written Essays - 1500 words - 3

PISCO Model - Case Study Example This paper stresses that thus using the PISCO problem solving model going to be highlighted below, the study would attempt to critically analyse the dilemma facing Lael Matthews in selecting the ideal candidate to promote among three managers. According to Edward, the PISCO model is comprised of steps that seek to identify a problem, input to the cause of the problem, solution, choice as well as operational goal of the choice made. In this case, the two major problems facing Lael Matthews include race and gender related issues which are seen as impediments in the efforts by the management in their efforts in appraisals especially for promotional posts to senior positions within large and often reputable organisations. For instance, Liz is an African American and a female at the same time which would raise eyebrows once she is given the opportunity to grab the position given that she would be the first person to hold such a high post within the organisation. Indeed, she has the energy to perform but due to her circumstance whereby her race is looked down upon, she could not rise to higher level expectations. Compared to Liz, Roy is privileged to have attained higher qualification from a prestigious private college and has been in the company for a long period but comparatively, his energy is lower than Liz. At the same time, Quang is intense but can only be hampered by virtue of her race as well as gender. She also has links to upper management which can give her unfair advantage over others. Therefore, in making an informed ethical decision about the right candidate to promote, the above issue ought to be objectively considered in order to come up with a capable candidate who has the capacity to perform the task.

Germany Class Essay Example | Topics and Well Written Essays - 250 words

Germany Class - Essay Example Could they have invented their stories to bring the Germans in a bad light? If so, for what reason would they do so? There are a lot of questions raised in this quest for the truth whether in favor of the Germans or the Jews but what matters is not who a researcher is inclined to support but that, the aim of every researcher should be to dig out and expose nothing but the truth. In the interview of David Cole with Dr. Franciszek Piper (youtube.com), the interviewer cleared himself to be a Jew who claims to be an atheist but still respects and have nothing against his being a Jew. His cultural background may acquire him the benefit of the doubt for being fair in his inclinations about the subject matter however there are other matters that would still need to be considered. For instance, could there be a possibility that the concentration camps and gas chambers been altered to support the claims of the modern Germans? No one may be able to prove what really happened but thinking things over, what could be a stronger evidence against the testimonies of prisoners who survived the

Rising Fuel Costs and US Transport Industry Essay

Rising Fuel Costs and US Transport Industry - Essay Example Consequently, comfort is often sacrificed in an attempt to cut back on the fuel budget. Often, Americans have had to make do with fewer cars, or shift to fuel efficient ones. In addition, car pooling has become a common practice among friends and families while air travel is not only restricted, but also limited to either official travels, or longer journeys that would otherwise be uneconomical with the use of a car (Coyle et al, 2006). By and large, the use of public modes of transport has increased. In fact, ridership by public transport in the United States rose by 15 percent in 2007. For those in the taxi business, these have especially been hardest hit , and this has forced some of the operators to increase fares, only to have their customers walk away from them (ACTE, 2008). The airlines too, have not bee spared either, with a coupe of them such as Delta and American airlines recording massive annual losses in the range of $ 1 billion (KLEIN, 2008). With such a gloomy picture having been slapped on the American transport industry, is there any respite for the Americans in the near future For the last six years, the price of gasoline, crude oil and natural gas has significantly risen. In 2000, a barrel of crude oil ranged from $ 25 and $ 30 per barrel. This was later to rise to a high of $ 75 per barrel six years later. Due to this, such petroleum products as jet fuel, gasoline and diesel fuel, and which are primarily dependent upon by the transportation industry in the United States, have risen sharply. In addition, the price of a gallon of unleaded gasoline almost doubled to $ 2.36 in 2006, up from $ 1.46 in 2000. The rate at which both India and China are developing, has led to a sharp demand for oil, and this has had a massive impact on the petroleum-based products such as gasoline (Hiare & Machemehl, 2007). The reliance of the transport industry on fuel is in no doubt, and its usage keeps on increasing by the day. In 1973, the consumption of petroleum was pegged at 9.05mb/day, and this was later to rise to 13.9mb/day by the year 2005. In addition, there was a strong growth in petroleum consumption to 28.2 percent in 2005, up from 24.6 percent in 1973. Furthermore, the annual average vehicle per capita mileage has also immensely improved from 5,440 miles in 1970, to 10, 087 miles in 2005 (ACTE 2008). Automobiles For the automobile makers, they too have not been spared by the rise in fuel cost, as customers are no longer shopping for cars. Both Ford and General Motors have witnessed a slump in sales in recent years, leading to a recording of major losses. As a result, the auto makers have had to institute changes (VOA news, 2008). According to Rich Wagoner, the chairman of General Motors, the company has no choice but to close down some of its factories, following in the footsteps of Ford motors, who proceeded by closing shop on the manufacturing factories for non-fuel efficient vehicles. The General Motors boss views this as a proactive move, in a bid to ensure the survival and success of the company. This will mean that thousands of jobs will have to be cut down. There is also a shifting trend in the auto industry towards the manufacturing of

The change of resistance of a metal Essay Example for Free

The change of resistance of a metal Essay The power I supply to the circuit will be very important. There must be enough current to measure but not too much which would cause the wire to generate a significant amount of heat, which would affect the result. The current must also remain fairly constant throughout the experiment so any affect it has on the resistance has the same effect on the result. A battery has a relatively low current but in a closed circuit it will drain very fast so it would not be suitable. A power pack would overcome this problem but I will have to keep the output very low. From this equation, Heat Energy = V2t/R it can be seen that p.d, time and resistance determine the amount of heat given out by the wire and thus its effect on resistance. Due to this I want to keep the p. d and time as low as possible and the resistance a value that is not too small. There are also several other problems I will have to overcome if I want to make the experiment as reliable as possible. If I use tap water in my experiment there will be a possible current running through the water due to the slight impurities in the form of ions within the water. This could cause inaccuracies in my results. To overcome this I have decided to use distilled water so my results are as reliable as possible. Another problem I may have is the event of parts of the wire touching in the water, especially if I have a fairly compact coil. To overcome this I have decided to use varnished wire that will guard the wire against unintended conducting. A final consideration is the period of time to supply the current to the wire, if the time is too great then it will cause the wire to considerably heat up which will effect my result, thus I have decided to keep the current running for a minimal amount of time but enough so that the readings on the voltmeter and ammeter are settled and constant. After a preliminary experiment I found I could comfortably fit 5m of varnished, coiled wire in a beaker. I also found that the thinnest available wire I could use was 0. 021 cm in diameter. In conclusion I have decided to use a varnished copper wire of length 5m, with a diameter of about 0. 021cm, which was the smallest available. This should give adequate resistance to measure. I have also decided to use a power pack on a low output setting. Basic Theory The theory of resistance can be very complex to calculate on a molecular scale and it is mainly done by observation. However I can explain in simple terms the theory of how temperature changes the resistance of a material. Electrons colliding with impurities within the vibrating lattice arrangement of metals cause resistance. The energy lost is given out in the form of heat. See diagram bellow. The amount of collisions is dependant on the amount the atoms in the lattice are vibrating. The faster the atoms vibrate the higher the probability of a collision. The temperature of the metal is what affects the vibrating atoms. More heat energy means the atoms vibrate more thus creating higher resistance. Prediction Due to the theory above I predict that the resistance will increase as the temperature of the water rises. From the formulas mentioned earlier and the information from the table I obtained from the Internet, I can predict more accurately what my results may look like. Temperature Resistivity of Copper at 20 Temperature coefficient Resistivity at Temperature Length of Wire Area Expected resistance (Degrees C) Degrees C (ohm m) ? (Ohm m) (m) (Cm2) (Ohms) Plan. I am going to use a beaker of distilled water to vary the temperature of a length of wire, knowing that resistance varies with temperature. To measure the resistance I am going to pass a current through the wire and take readings of the current and potential difference across the wire, which will allow me to calculate the resistance. To do this I will assemble my circuit so the wire is connected to a power pack, I will put a voltmeter in parallel with the wire and the ammeter in series. I will hold the wire in the water my making an MDF support as shown in the diagram with two crocodile clips. I will then heat the water to different temperatures using a Bunsen burner and take a reading every 10? C from 20 to 100? C. I will then turn the power pack on for a period of about 5 seconds to take readings from the ammeter and voltmeter. I will take every reading three times to ensure of no discrepancies between results. I will then average the results. I have decided to use a varnished copper wire of length 5m and diameter 0. 21mm made into a coil. This will give suitable resistance and will change sufficiently to measure the temperature of water. Apparatus needed: MDF piece 5 meters 0. 21mm wire 2 crocodile clips Connecting wires Voltmeter Ammeter Large beaker Bunsen burner, tripod, gauze, mat Power pack Distilled water Thermometer Safety During my experiment I must consider the following:   Caution when using the power pack alongside water   Caution when using boiling water   Use of appropriate equipment when moving boiling water Results Trial 1 Temperature i C Potential Difference (V) Current (A) Resistance (ohms) Trial 2 Temperature i C Potential Difference (V) Current (A) Resistance (ohms) Trial 3 Temperature i C Potential Difference (V) Current (A) Resistance (ohms). Average resistance results Temperature i C Resistance (ohms)   Analysis From the graph you can see that there is positive correlation between temperature and resistance and in this set of results it appears to be linear. There are anonymous results at 60? C and at 100? C. This could have been caused by several things, which I will mention later. My graph also satisfies my hypothesis that as the temperature rises; the resistance of the wire increases also. Firstly I would like to compare my theoretical results with my actual results to see the discrepancies between them and if they are at all related. From the graph you can see that the two sets of data are similar. My actual results are in general slightly higher than the predicted ones. Contact resistance between the crocodile clips and the copper wire could have caused this, especially since the wire was varnished and it was difficult to remove all of the coating. The wire may also have been stretched slightly when I was coiling it, leading to thinner areas of wire, which would have increased the resistance. There may also have been kinks in the wire that would have affected the results. I heated the water to the different temperatures after which I removed the heat. During the time between when I removed the heat and when I took the reading it is possible that the water cooled slightly thus giving lower resistance. Another big influence would have been the heating of the wire by the energy given out by its resistance; this would have created higher resistance. Finally the varnish on the wire may have been inconsistent leading to parts touching in the water thus making the circuit shorter and lowering the resistance. The anonymous result at 60? C could have been made by a general loose connection when I took that reading, caused by the experiment being knocked, as it was consistent through my three sets of readings. A more likely explanation is that two parts of the varnished wire were touching where there may have been a scratch leading to a shorter circuit and thus reducing the resistance. When I took my reading at 100? C I had to keep the Bunsen burner underneath to keep it at this temperature. This could have heated up the wire more than the water did, thus causing a greater resistance as shown in the graph. Evaluation My experiment was successful as I managed to construct and use a system to take measurements. The results were reasonably accurate and allowed me to confirm my prediction. I was pleased that my results were strongly correlated. There are several things I could have done to improve my experiment:   Use of more accurate multimeters would have increased the accuracy. I could have used data logging equipment with a thermometer connected to a computer to monitor my results more carefully and accurately   I could have done the entire experiment several times and taken different readings each time, instead of taking all three readings immediately after one another I could have used different lengths and thickness of wires to further prove my hypothesis   I could have tried a greater range of temperatures of water by raising its boiling point by adding a salt or similar, I could also have lowered the temperature using ice and a salt. I could have also used a lower current or put in a resistor before the wire to reduce the heating effect   I could have used solder connections and thicker wires to reduce any error in faulty connections If I were to repeat the experiment I would consider the above and in general take more readings to remove any anonymous results. Show preview only The above preview is unformatted text This student written piece of work is one of many that can be found in our GCSE Electricity and Magnetism section.

The nature of health promotion work in midwifery

The nature of health promotion work in midwifery Health promotion is an essential part of a midwives responsibility; the nature of health promotion work in midwifery is geared toward promoting the health of the mother and ensuring an optimum environment for mother and baby (Dunkley, 2000:40). Breastfeeding can be a controversial topic. It can bring about mixed opinions and responses from mothers and midwives. In spite of the message breast is best bottle feeding has become part of the culture in Irelands society. Health promotion is predominately a proactive process. It is a process that is done with people not at people, either on an individual basis or within groups. Participation and partnership are key components of the process (Dunkley, 2000:42). This essay will discuss the unique ability of midwives in their contribution to the health promotion of breastfeeding in Ireland. A general role of midwives is to enthusiastically support and advise a breastfeeding woman. A midwife should help the woman recognise that breastfeeding is a normal life event in every culture. In order to do this a midwife should have a broad knowledge of the anatomy of the breast and sufficient clinical skills. This will ensure the woman receives adequate information and skills on the postnatal ward, or antenatally. Benefits of Breastfeeding Firstly the reason for the promotion in regard to breastfeeding is that apart from being economically friendly, it also holds many benefits for the baby and for the mother herself. Extensive research using improved epidemiological methods and modern laboratory techniques documents diverse and compelling advantages for infants, mothers, families and society from breastfeeding and the use of human milk. (Chalmers Kramer 2001). These advantages include health, nutritional, immunological development, psychological, social, economic and environmental factors (American Academy of Paediatrics, 1997) Human milk lessens the chances of an infants chance of infections and diseases including bacterial meningitis and respiratory tract infections. This is because breast milk contains anti-infective properties. Studies have demonstrated protection from pre-menopausal breast cancer (Buchanan and Sachs, 1998;Enger et al., 1997;Katsouyanni et al., 1996; Michels et al., 1996;UK National Case-Control Study Group, 1993) and pre-menopausal ovarian cancer (Siskind et al., 1997) and a possibility of protection against hip fractures in older age (Department of Health 1998). Breast feeding can also help the mother return to her pre birth weight. Breast milk has been shown to protect babies against gastrointestinal, urinary, respiratory and middle ear infection (Howie et al 1990) and atopic disease if there is a family history of atopy (Burr et al 1989, Oddy et al 1999). Breast milk also contains exactly the right proportion of nutrients a baby requires. From 16weeks gestation the breast will begin to produce a clear fluid known as colostrums. Colostrums is the first feed a breast fed baby will receive. It has higher levels of protein, fat-soluble vitamins and mineral percentages than normal breast milk. It is plentiful in immunoglobulins, macrophages, lymphocytes, neutrophils and mononuclear cells which gives it the high levels of protein. Traditional breast milk holds 90% water with 10% proteins, carbohydrate and fats with vitamins and minerals. The primary solid constituent is the fatty acid component that provides 50% of the calorific requirements of the newborn.(Henderson Macdonald, 2004:595). Role of the Midwife The role and responsibility of the midwife is to work with evidence based practice with good communication to provide advice, support, encouragement and education to facilitate the womans ability to breastfeed (preferably with a hands off approach from the midwife (Johnson Taylor 2006:346). Support throughout pregnancy can have a long lasting effect no matter the scale the task may be. A good example of this is the midwives role in health promotion and in supporting women in feeding their babies. (Crafter, 1997). When a woman needs more general sources of advice and social support than those provided through the maternity services, midwives may still play a key role in providing relevant information and advice and referring her to other professionals and organisations for support.(Cooper Fraser 2003:939). If the chosen method of feeding an infant is breastfeeding a mother should expect midwives to assist them in the latching on of the child and in the correct way so it is not painf ul or uncomfortable for the mother. The baby should be brought up to the breast quickly to ensure correct attachment, rather than the breast brought down to the baby which encourages bad maternal posture and poor attachment (RCM, 2002). They must also ensure the baby is obtaining sufficient feeds and that water and artificial baby milk is avoided unless medically necessary. If a mother decides to bottle feed she should, however, expect the same level of support and shown how to make up a bottle feed. Education for a breast feeding mother is essential. In order to prepare the mother for breast feeding, it is more favourable that she understands the process of breastfeeding. The midwife will have a dual role in the first few feeds. First and foremost, she must ensure that the baby is receiving and adequate feed. Secondly the midwife should ensure the mother herself acquires the ability to feed her baby alone. Emotional support by a midwife is important if it is the womans first time breast feeding. Along with physical and emotional support a woman will also require adequate support in the means of information such as leaflets, on a one to one basis, or support groups in the community. A popular support group is La Leche League International. They are non medical breastfeeding counsellors. During the last decade, the average length of hospital stay following birth has been cut almost in half as the health care industry strives to keep costs down; especially in the economic downturn our society is enduring. Women are sent home to grapple on their own and sometimes will not have gotten any advice on breastfeeding from a midwife on the postnatal wards as there is not enough staff and not enough time in the day. Additional support has a positive effect on the womans satisfaction of breastfeeding, demonstrated by a Cochrane database review (Anderson, 1999). La Leche League(LLL) has worked for 35 years offering information and support to women who want to breastfeed, as well as providing continuing education for health care professionals. LLL believes that breastfeeding, with its many important physical and psychological benefits, offers advantages for both mother and child and is the ideal way to initiate healthy family relationships. Midwives should work within The structure set out in the Ten Steps to Successful Breastfeeding (Saadeh and Akre, 1996: Woolridge, 1994: WHO, 1998) which are as follows: Have a written breastfeeding policy that is routinely communicated to all the healthcare staff Train all healthcare staff in skills necessary to implement this policy. Inform all pregnant women about the benefits and management of breastfeeding. Help mothers initiate breastfeeding soon after birth. Show mothers how to breastfeed and how to maintain lactation even if they should be separated from infants. Give newborn infants no food or drink other than breast milk, unless medically indicated. Practice rooming-in: allow mother and infants to remain together for 24hours a day. Encourage breastfeeding on demand. Give no artificial teats or dummies to breastfeeding infants. Foster the establishment of breastfeeding support groups and refer mothers to them on discharge from hospital or clinic. In 1991 the Baby Friendly Hospital Initiative was set up by UNICEF and WHO, in order for hospitals to encourage and be supportive of breastfeeding women (Ten steps). Mothers should hope to get a high standard of care in all Baby Friendly Hospitals. Hospitals who wish to receive Baby Friendly status must adhere to (WHO 1989). In such a hospital a mother should expect a midwife to assist them in the breast feeding soon after birth. This may occur when skin to skin contact occurs. A baby should remain with his mother at all times. Help given with attaching the baby to the breast soon after birth often results in successful breastfeeding (Hytten,1954). Conclusion The way forward to the successful return of breastfeeding as a cultural normality lies in the roots of prenatal and postnatal education. Different approaches to this may be in hospitals, postnatal wards, schools and the community. The keen attitude and involvement of midwives is vital to the promotion and practice of breastfeeding to ensure the best possible development of infant and child health. Breastfeeding like, like childbirth, empowers women. This power is not societys masculine definition of power meaning authority, money, or material goods. It is the power of nurturance, intimacy and attachment.

Leadership Trait Study Essay

Leadership Trait Study Essay Leadership is the ability of an individual to influence a group toward the achievement of a vision (Robbins Judge, 2009). Leaders play a very important role in every organization. Every organization requires strong leadership and strong management for excellent effectiveness in the organization. Leadership is a quality that comes within us and also that we see from others and learn. Leaders have personal qualities and characteristics that differentiate them from non leaders. Most the leaders have superb risk taking abilities that are very different from a non leader. If they believe in some project they work towards it no matter the difficulties faced they try to overcome it to achieve that vision .hard work pays for itself therefore I believe anything is possible with hard work. Here in this report I have made a leadership trait study of two individuals from two different organizations. These two leaders are from the retailing industry. They are mentioned below: Sam Walton : founder of Wal-Mart Wal-Mart is an American  public corporation that has a chain of discount departmental stores and it also has number of warehouse stores. Wal-Mart according to Forbes global 2010 was rated has the worlds largest public corporation by its revenue. Wal-Mart has been publicly traded on NYSE since 1972. Wal-Mart is the largest private employer and is the biggest grocery retailer in United States of America. It has 8600 stores in fifteen countries and it is under 55 different names. Wal-Mart stores are there in fifty states and they are operated under its own name. The company brings revenue of billions of dollars a year. Kishore biyani : MD and CEO of future group Pantaloons, big bazaar, food bazaar are all part of future group. Some of the regional brands of the company include depot, shoe factory, brand factory, blue sky. Head quartered in Mumbai has almost thousand stores in about seventy one states in the country. It is also the country largest retailer by its revenue. It employees almost thirty thousand people in the country. Here in this report I am going to do an in depth study on the different kinds of leadership style and theories that are related to this two leaders. These two leaders have played a major role in starting their companies and making them the way there company is right now. EXECUTIVE SUMMARY Here the focus of study is based on the different kinds of leadership theories associated with the leaders who have contributed a lot to their companies. In this report the qualities of leaders will be studied and the effect of these qualities on their companies will also be studied. In this report I will be also discussing how their leadership styles have affected the independent variables such as productivity and turnover of their organizations. I will also be finding out what changes have to be taken in their leadership style considering the future of the companies. OBJECTIVE To understand the concept of leadership theory related to these leaders. To find out which type of leaders they are and to find their leadership characteristics and style. How their leadership styles have contributed to the success of their company. METHODOLOGY There are two ways of collecting data. They are the primary data and the secondary data. Here I have made my report using secondary data which consist of official websites of companies, literature books, and e-books to collect data to understand the leadership theories. I have taken data regarding the conceptual part from the literature books. I have also studied about their leadership qualities through the organization official websites. I have also read two books regarding these leaders through which I have collected data as well. Data regarding these leaders are taken from published books therefore the details in the report are best to my knowledge. LITERATURE REVIEW Qualities of a good leader are shown below : DEDICATION HUMILITY INTEGRITY OPENNESS CREATIVE GOOD LEADER INTUITION FAIRNESS ASSERTIVENESS Integrity: A leader who has integrity is one who is same on the outside as well as in the inside .Such a person can be trusted because he or she wont deviate from his or her inner values. Trust of the followers has to be won from the followers and therefore a leader should display integrity. Perfect dealings, well controlled emotions and absence of sudden outburst are all a part of integrity. If a leader has good integrity he can be approached by his followers more easily. Dedication: It means giving whatever energy or time that is required to complete the task at hand. He should do whatever it takes so as to keep moving forward so as to reach that goal. A leader has to be an example to their followers. Dedication from every employee plays a vital role in very organizations success. Humility: A leader who has humility believes that they are no better or worse than other members in their team. A good leader is one who does not involve in self-effacing but always tries to elevate everyone in the team. Mahatma Gandhi is an excellent example of these. Creative: It is ability of the leader to think differently. A good leader should always think outside the box. Creativity helps leaders to see thing which others have not seen and hence leads their followers in a new way. A good leader should always think what ifà ¢Ã¢â€š ¬Ã‚ ¦? Openness: It is the ability of a leader to listen to new ideas even if it is very different from the normal way of thinking. If they believe in a certain idea suggested by others then they should go with it even if it is out of the ordinary. Openness helps in creating trust and mutual respect between leaders and their followers. And it also helps in providing the organization with new ideas. Assertiveness: A good leader should be assertive in nature so as to obtain desired results. It is the ability of a leader to clearly state what he expects such that there are no misunderstandings. Along with this the leaders should exactly know what his followers are expecting from him. Based on a study in 2007 February issue of journal of personality and social psychology, that was published by American psychological association it was found out that assertiveness was the most common weakness among most of the leaders. Fairness: It is the ability of a leader to deal with others justly and consistently. A leader should check the facts and then here to everyone before taking the judgment. Based on incomplete evidence a leader should never take a decision. When people feel the leader is treating them fairly only then the employees become loyal and dedicated in what they are doing. He should understand every ones point of view and analysis and take a proper decision. Intuition: A good leader should possess instinctive knowledge so as to make excellent decisions. Few people are gifted naturally with this and others have learned it or have developed it through experiences. One thing is for sure for effective leadership intuition plays a very important role. Most of the times good leader rely on intuition so as make excellent decision. Its not what you make others do its about who you are, how much you know and how you do it. Effective leadership is all about finding skills and talent from many people and forming a cohesive unit. Intuition plays a very important role in every leader in these ways. QUOTES BY SAM WALTON Outstanding leaders go out of their way to boost the self-esteem of their personnel. If people believe in themselves, its amazing what they can accomplish The key to success is to get out into the store and listen to what the associates have to say. Its terribly important for everyone to get involved. Our best ideas come from clerks and stock-boys Individuals dont win, teams do Money and ownership alone arent enough. Set high goals, encourage competition, and then keep score. Appreciate everything your associates do for the business. If people believe in themselves, its amazing what they can accomplish Commit to your business. Believe in it more than anybody else I probably have traveled and walked into more variety stores than anybody in America. I am just trying to get ideas, any kind of ideas that will help our company. Leadership qualities of Sam Walton would include dedication, humility, creative, openness, fairness, intuition QUOTES BY KISHORE BIYANI We believe that in India we have the opportunity to grow for the next two to three years. We believe at the moment consumers are feeling psychologically stronger than they ever were to spend. Its not a matter of can we take on foreign retailers, but how big a gorilla you are. Who have helped you, share your success with those people Change your goal according to situation or be flexible Listen to others and learn from their ideas Leadership qualities of kishore biyani would include openness, dedication, humility and creative. Path-goal theory:  this theory tells that it is the job of a leader to assist his followers for attaining their goal. The leader should also provide the direction and support to make sure the goals are compatible with the overall objectives of the organization .In the path goal theory the behavior of the leader includes directive, participative, supportive and achievement oriented. Trait theory:  Trait theory gives a clear idea between the leaders from the non leaders through these big five personality framework- Leadership traits: (Robbins Judge, 2009) Extroversion Conscientiousness Openness to experience Emotional stability agreeableness Transformational Leadership:  These leaders are those who gains trust and respect and pass a sense of pride to their followers, they also give a vision of the goals that are to be attained. They show respect to their followers and also provide attention to their followers. These leaders pass on an extraordinary effect on to their followers. They encourage their followers to be more creative and innovative just like themselves Transactional leadership: these leaders are those who motivates followers so as move to in the right direction so as to reach the set goals. They help the followers by clarifying their roles .they provide rewards when the followers gives high performance. If deviation occurs they take measures so as correct it. They only get into action when the standards are not met. Authentic leaders: Here the leader is considered as an ethnical leader by the followers. These leaders know who they are and they also know what they believe in and they value it. These leaders act on their values openly and candidly. The main quality of this type of leader is trust. These leaders believe in their ideals and sticks to them. They also encourage open communication these are few characteristics of this type of leadership. KEY FINDING SAM WALTON: Sam Walton was a businessman from Oklahoma and he had lots of difficulties in his college years. He had couple of jobs like in restaurants, paper boy etcWith lot of difficulties he managed his way out of college with B.A in economics. He believed in the retailing industry and he strongly believed America had lot to offer in the retail market. After leaving the military Walton took his first job in management of the Ben Franklin store that was in Arkansas at the age of 26.This store was a franchisee of the butler brothers. It was very successful because he was able to provide good at a very low cost by taking good from the lowest cost supplier. By Waltons leadership the turnover had gone by 7 times annually. Within a short span of time Walton was able to create a retail empire. At present there is thousands of Wal-Mart all round America. His leadership played a very important role in the success of the company. He is known as the king of the retail industry. There are about 2.1 millio n employees in the company. He always believed in the team and inspired his followers to think big and create new ideas. If people believe in themselves, its amazing what they can accomplish this was the concept he believed in. The big five personality frame work applies to him because he is having characteristics like openness to experience, emotional stability, agreeableness, extroversion and conscientiousness. He looks into different ideas and doesnt stick to one he is very flexible and if he believes in an idea he goes along with it to reach that goal he has set. Based on his study Sam Walton is a transformational leader because he gives personal attention to his co workers and also tells that few of the best ides in the company comes from clerk and stock boys. He provides vision and also gives rewards for the work they do. His leadership style has always had an extraordinary effect on his followers. Traits of authentic leaders are also seen in him because he knows who he is, and also believe in what he does and he acts on his values. If Sam believes in an idea that is superb and might be out of the ordinary if he believes in it, he works hard so as to achieve it no matter what KISHORE BIYANI: Kishore biyani is an exceptional leader and he is also known as the Indian Sam Walton. After completing his graduation in the commerce background. He went into the readymade garment retailing field without joining his family business. He believed in his own ideas while starting has a entrepreneur. Today he has a retail space of 3 million square feet and his future group is spread about 25 cities in India. Bloomberg business week has rated him has top 50 most powerful people in India according to 2009.There was an interview of in kishore biyani in CNBC-TV18 .when the interviewer asked him while starting your first business in Calcutta ,was it a success because of a pure gamble. To which he replied saying it was never a gamble, he told he knew what he was doing and was sure it would work. He also told that there were no signs or number calculation behind it. It was a gut and also an instinct that told him that it work. And when the interviewer asked him what do you think is the most re quired asset in company he replied saying to find the right people in the industry will be his biggest challenge. From this its clearly understood he is team player. He always believed in his team.kishore biyani is also known for diversifying from his field to different in the industry. According to the Hindu business line it was said that kishore biyani is going g to start their mobile services soon. Kishore biyani has also been chosen as the international retailer of the year by the national retail federation in United States of America Based on study on leadership I believe that kishore biyani can be related to the path goal theory he assists and shows them the way so as to reach their way. He tells them how the work has to be done in their organization and also makes sure the overall objectives of the company are met. kishore biyani sets a high standard and tries to achieve that goal and he always wanted to be the best not the biggest ,this shows us that he is achievement oriented and supportive with regard to the employees. Based on the study I believe that kishore biyani is a transformational leader and also traits of authentic leadership can be seen in him. He is a transformational leader because he has brought flexibility and creativity into the company from the starting of the company till were it is today .kishore biyani has inspired many followers and has left an extraordinary effect on his followers mind. This leaders are able to make their followers to look at old problems in new ways are made capable of making their followers to think in a differ way so as to achieve their group goals. Traits of an authentic leader are also seen in kisore biyani. Kishore biyani sticks to the ideals which he believes in and encourages communication that is open. Authentic people have the power to make people to put their faith in the leader.

Aquinas? Fifth Way Of Proving Essay -- essays research papers

Aquinas Fifth Way of proving the existence of God Question:  Ã‚  Ã‚  Ã‚  Ã‚  Briefly summarize Aquinas’ Fifth Way of proving the existence of God. What counter-argument does Hume cite in answer to this argument from Design? What is John Hick’s answer to Hume’s argument from Evil? Is he right? Thomas Aquinas theorized five different logical arguments to prove the existence of God utilizing scientific hypotheses and basic assumptions of nature. In the fifth of his famous â€Å"Five Ways†, Aquinas sets forth the assumption that all natural bodies move toward an end. Since bodies are constantly moving in the best way possible to achieve that end, the path must be designed. God, of course, is the ultimate designer of the universe. The natural hypothesis that follows is that God created the universe, including the human race, for a purpose or to achieve an end, and thus the universe and all life moves toward that end constantly and in the best manner possible. Later philosophers who studied Aquinas’ fifth way realized that this theorem is plagued with a problem, the problem of evil. In David Hume’s Design, through the art of conversation and Socratic debate, the two main characters in his essay set forth and decipher the problems of evil and how it may disprove Aquinas’ fifth way among countless other theories of creation by a omnipotent, omniscient and benevolent God. Hume explains that if God created the universe to achieve an end, and if the path toward that end is the best manner to that end, then how does one explain the existence of evils in the universe such as natural disasters, pain, disappointment, anger, sickness and despair. Hume uses the two characters in his essay to display the human point of view regarding the problem of evil, so that he can theorize using actual human experience, feelings, and sensations rather than logical assumptions and scientific hypotheses regarding a universe outside and beyond our own human existence. The essay suggests that the human experience is usually, for the most part, an unhappy one. Hume believes that all humans experience pain, sickness, anguish, nervousness, fear, sadness, embarrassment in some point during their lives. The â€Å"good† feelings humans experience in life, such as joy, love, excitement and pleasure are often few and far between and always less enduring than the â€Å"evil† feelings. For example, I... ... the existence of God and the problem of evil, my mind keeps wandering to one example of human life, Christopher Reeves. He is a man who was blessed with looks, career success as an actor and celebrity, and a happy marriage. One day he becomes paralyzed from the neck down losing everything even the capacity to breath. If God sees this and can change his condition, why doesn’t He? Has is made Reeves a better man or enriched his soul as Hicks would say? Surely Reeves’ life is filled with unhappiness and suffering. Does one have to be aware that they are in the process of soulmaking? And is soulmaking supposed to be good for the individual, for the world at large or just for God? If I could answer these questions, there would be no need for the study of philosophy, as they have no correct answer. I do believe in God, but I do not know why except for a feeling inside which may be inborn or the result of my environment. David Hume’s philosophies are based upon trusting one’s feelings as is evidenced by his reliance on poets instead of scientists. I think I will also go with my feelings on this issue. God does exist but humans may never have the capacity to understand the Hows and Whys. Aquinas? Fifth Way Of Proving Essay -- essays research papers Aquinas Fifth Way of proving the existence of God Question:  Ã‚  Ã‚  Ã‚  Ã‚  Briefly summarize Aquinas’ Fifth Way of proving the existence of God. What counter-argument does Hume cite in answer to this argument from Design? What is John Hick’s answer to Hume’s argument from Evil? Is he right? Thomas Aquinas theorized five different logical arguments to prove the existence of God utilizing scientific hypotheses and basic assumptions of nature. In the fifth of his famous â€Å"Five Ways†, Aquinas sets forth the assumption that all natural bodies move toward an end. Since bodies are constantly moving in the best way possible to achieve that end, the path must be designed. God, of course, is the ultimate designer of the universe. The natural hypothesis that follows is that God created the universe, including the human race, for a purpose or to achieve an end, and thus the universe and all life moves toward that end constantly and in the best manner possible. Later philosophers who studied Aquinas’ fifth way realized that this theorem is plagued with a problem, the problem of evil. In David Hume’s Design, through the art of conversation and Socratic debate, the two main characters in his essay set forth and decipher the problems of evil and how it may disprove Aquinas’ fifth way among countless other theories of creation by a omnipotent, omniscient and benevolent God. Hume explains that if God created the universe to achieve an end, and if the path toward that end is the best manner to that end, then how does one explain the existence of evils in the universe such as natural disasters, pain, disappointment, anger, sickness and despair. Hume uses the two characters in his essay to display the human point of view regarding the problem of evil, so that he can theorize using actual human experience, feelings, and sensations rather than logical assumptions and scientific hypotheses regarding a universe outside and beyond our own human existence. The essay suggests that the human experience is usually, for the most part, an unhappy one. Hume believes that all humans experience pain, sickness, anguish, nervousness, fear, sadness, embarrassment in some point during their lives. The â€Å"good† feelings humans experience in life, such as joy, love, excitement and pleasure are often few and far between and always less enduring than the â€Å"evil† feelings. For example, I... ... the existence of God and the problem of evil, my mind keeps wandering to one example of human life, Christopher Reeves. He is a man who was blessed with looks, career success as an actor and celebrity, and a happy marriage. One day he becomes paralyzed from the neck down losing everything even the capacity to breath. If God sees this and can change his condition, why doesn’t He? Has is made Reeves a better man or enriched his soul as Hicks would say? Surely Reeves’ life is filled with unhappiness and suffering. Does one have to be aware that they are in the process of soulmaking? And is soulmaking supposed to be good for the individual, for the world at large or just for God? If I could answer these questions, there would be no need for the study of philosophy, as they have no correct answer. I do believe in God, but I do not know why except for a feeling inside which may be inborn or the result of my environment. David Hume’s philosophies are based upon trusting one’s feelings as is evidenced by his reliance on poets instead of scientists. I think I will also go with my feelings on this issue. God does exist but humans may never have the capacity to understand the Hows and Whys.

A Search for Global Software IP Rights :: Global Software Computers Essays

A Search for Global Software IP Rights Disclaimer An Engineer wrote this paper. Given the vast topics of Computer Ethics, Software IP, Copyrights and Globalization, this paper was sensibly limited to arguing a position. However, an engineer realizes solutions, which may take time to develop. So even arguing a position can be risky, with a deadline and not knowing much about the topic or methods. Normally, I would write a position to announce a discovery or answer a question or make an assessment on was done or is doable. So I find myself, at square one, not imagining a toy scope for this paper. My search is daunting, uncertain and uncomfortable because there is little time to understand or cover all of the topics or for making discoveries. How much I long to discover something. Most people do not expect to take risks, particularly on subjects that are outside their expertise. It is a shame. Why expect more? I think that engineers may have something to offer. They expect to face unknowns and reach some, and indeed not all conclusion s. So if possible, I want to contribute something to this field of software IP rights, however small but real. Lessons From Mishaps Capability and willingness that engineers possess will not always (or often) lead to good solutions. Mistakes are made, critical flaws missed, etc. Some problems go unsolved for centuries. A paper on â€Å"Paramedic Ethics †¦Ã¢â‚¬  by W. R. Collins and K. W. Miller, recommends evaluating all pairs of interests in a problem.[1] So for x interests, the effort will scale on the Order of x2, which clearly is impractical. Even with this low complexity, it would take 2 months for someone to work 10 minutes on each pair formed from 100 interests. But this is old news. Superscalar design failed at the same thing when attempting to issue more than 4 instructions at a time. Sorting through instructions to find those for issuing requires the same sort of analysis of all pairs (of instructions in a window). However, by offering a method for ethical analysis, the authors indirectly enable us to learn a few things, one, that Uses Cases give order to the interests of an ethical problem, two , that Use Cases do not solve complexity and three, that it is critical to minimize the number of interests that will produce a correct solution. Getting Lost As you can tell, I’m fairly off track from the topic.

Nestl”s Nespresso

INTRODUCTION During the 70s, Nestle anticipates the growth of the market of the up-market coffee and is inspired by the original concept of the inventor of the espresso Luiggi Bezzera. The principle is simple: offer directly at home or to the office the quality of espressos served in the best Italian cafes. Based in 1986, Nespresso looked like pioneer on the market of the portioned out coffee and introduced a new tendency which will be adopted all over the world.And since the subsidiary of the international group Nestle did not stop surprising: more than 3 million customers worldwide, a growth superior to 30 % during 6 consecutive years and crossed for the first time the billion Swiss franc cap of turnover in 2006. The concept Nespresso leans on a trilogy: the best big vineyards of cafes, machines in espresso ingenious in the elegant design and finally, a service outstanding personalized customer. Nestle Nespresso S.A, whose seat is to Paudex, in Switzerland, counts more than 2500 em ployees, markets directly its products with its consumers in more than 50 countries and manages more prestigious 160 shops situated in most big cities of the world Cafes contained in capsules Nespresso result from various regions of the world such as Brazil, Colombia, Costa Rica, Guatemala, Togo, Kenya and Ethiopia. Its range includes ‘espressos’, a range which samples in small cups (40 ml), and ‘lungos’, for the big cups (110 ml), without forgetting the editions limited by variety show of coffee produced in limited quantity and for a while given.Nestle Nespresso limited company maintained, from its debuts, the narrow business connections with manufacturers of famous household electrical devices and carefully selected. Every partner hatches is responsible for the distribution, for the marketing, for the referencing in boutiques and the after-sales service of the machines of its own brand. At the moment, Nespresso accounts 10 partners for domestic customâ₠¬â„¢s machines with, offering various models of machines Nespresso. Machines and capsule Nespresso Professional are also available on the Internet site, www. nespressopro. om, as well as through a network of importers and independent distributors, subsidiaries of Nestle Nespresso limited company and local structures of the Group Nestle. Today, the activities â€Å"except place of residence† of Nespresso represent 25 % of the turnover of the sales of portioned out coffee. And to seduce the consumers, Nespresso uses big means: place of boutiques, design of machines, glossy paper magazine, secondary purified†¦ Nothing is left at random, everything is thought to evoke the refinement of the brand. The success of this company represents an interesting book case; a case of rare innovation.That’s why we chose Nespresso. In the present work, we shall approach first of all the history of Nespresso since its launch until our days. In a second time we shall speak about the ma rketing analysis of the company as well as about main competitors. After the study of the strategy, we shall enclose this report by recommendations. 1. 0 BACKGROUND TO COMPANY: Strategy’s history In the 70s, the Research and development services of Nestle turn to an integrated system: a machine receiving doses ‘encapsulated ‘of coffee, every dose corresponding to a cup of coffee of 50 cc.They invent the capsule of coffee freshly ground and its concept of extraction of the coffee under pressure. Nestle, world leader of the coffee â€Å"mass market† gets ready to attack the segment of up-market † premium coffee † thanks to this technical innovation say. A first patent of the process is registered in 1976 by the centre of development of the Group Nestle. It is only in 1986 that the marketing begins. First of all, by the creation of the company Nespresso S. A, the wholly-owned subsidiary of the group Nestle to Vevey.Then Nespresso dashes by targetin g the Business to Business market, particularly that of offices and restaurants. The company opted for Switzerland, Italy and Japan as country of starting up of its activity of marketing. Turmix, a Swiss company, took charge of the production of machines. Nespresso bought the capsules of coffee from Nestle, the machines to Turmix and dedicated itself to its marketing in association with a Swiss distributor ‘ Sobal ‘. But the success is not there: sales do not exceed 875 machines first year and it will not be better next year.We are in 1988, Nespresso begins to wonder about the efficiency of its strategy and in order to boost the company, appoints a new general manager: Jean-Paul Gaillard who decides to change all the strategy. He asks on one year of respite and a marketing budget of 1. 6 millions. His purpose: make of the ‘capsules percolator’ a luxury. Nespresso thus decides to transfer to the private individuals, and chooses to replace the word â€Å"caps ule† to speak about â€Å"vineyards â€Å"like wine and about â€Å"limited series â€Å".As for the distribution, it will be exclusive and direct for the capsules of coffee by introducing the concept of â€Å"Club Nespresso† which will allow its members to buy that by mail, telephone and fax (internet recently). Year 1989, the new strategy is launched in Switzerland. JP. Gaillard made a test, in 1990, on the market of the United States by changing variety of coffee to adapt itself better to the customs of the American consumers. At the end of the year the club counted already 7700 members. In 1991, The Nespresso system is introduced in France, in Belgium in Germany and In the Netherlands.And in 1994, Nespresso penetrated into the market of airline companies (First and business class) with its new machine ‘Nespresso Aviation System’. Present in 15 countries in 1995, Nespresso granted licenses of production to the other manufacturers in a precise purpose : the improvement of the performances, the convenience of use as well as the design. Nespresso S. A blew its 10 candles of success, in 1996, with 3 500 selling points and 180 000 members. Targeted the sector of restaurants and hotels in Belgium and in France and went in Great Britain, in Malaysia, in Singapore and to Taiwan.In 1998, it expands its field of action thanks to a new Web site completely dedicated to the members of the club so offering the possibility of ordering on-line 24 hours a day, and 7 days a week. This distribution channel also provides a personalized service, advices on blends of coffee and the maintenance of machines. In 2002, the production capacity of capsules is multiplied by 4 to answer the future growth and the orders placed on Internet know an increase of 94 % during year. The deals on Internet represent then 30 % of the turnover of the company.After 5 years of research and development, Nespresso launches in 2003 the first machine Nespresso Concept Automat ique which allows the preparation of capuccino. Other important point: the company goes into the sustainable development by trying to combine quality of selected vineyards of coffee and condition of production according to the rules of the sustainable development with its program AAA Sustainable Quality. It was a good initiative, especially after the different criticisms that the company received.Notably as regards to the capsule Nespresso which is in aluminum, hence pollution and a spending of energy, not compatible with the brand image and the ‘Natural image’. Given that the success of Nespresso and the unitary daily consumption, this problem of the lack of recycling presents a big blackhead at the same moment on the ecological plan and of the image. In 2005, the sales of the coffee machine Nespresso Essenza contribute to make of Nespresso the European leader of machines in ‘espresso’.Then in 2006, Nespresso does not hesitate to engage the actor George Cl ooney further to the choice made by the members of the club among a list of celebrities which they had subjected them. The use of this actor as media vector aims above all at consolidating the positioning of Nespresso as a sophisticated brand and up-market. Nespresso’s figures: World Turnover 2007: 1  034  600  000 milliards Number of stores: 160 Number of clients: 3, 6 millions Number of machines sold in the world: 1, 4 millionsNumber of capsules sold in the world: 2, 3 billions Market share 2007 of the espresso market: 26, 7 % 2. 0 MARKETING ANALYSIS 2. 1 MARKET TRENDS Coffee’s consumption Source: National Coffee Drinking trends study Coffee is the most popular beverage worldwide. In 2008, 17% of the adult population consumed this gourmet drink everyday, compared with 14% in 2007. What is more, positive health messages drove the consumption Espresso’s market (2008) Type| Market shares| Individual coffee pods/portioned coffee| 57%|Traditional| 19%| Filter combined| 12%| Automatic| 10%| Espresso without pump| 2%| As we can see, this market is essentially characterised by individual coffee pods’ sales. Types of most popular home espresso machines Espresso pump machine (Nespresso’s): automatic pump to create the perfect amount of water pressure (usually the most expensive) Lever or piston machine: manual or human powered pump to create the pressure it needs to make espresso. The quality of the coffee can vary, as it depends on human power.Steam powered machine: works by heating water and using steam power to create the pressure needed (usually the cheapest and often the worst quality) Moka pot espresso machine: works by boiling water in the bottom of the pot, creating steam and then forcing that steam through the coffee and into the top portion of the pot. Overall, trends are favourable concerning the espresso’s consumption. Thanks to positive messages about coffee and health, people are slowly changing their mind. The sector is developing well, creating opportunities.More and more people buy home espresso machines and this trend will certainly follow its growth. 2. 2. TARGET AND POSITIONING The target | Types| Characteristics| B to C| * Members of Nespresso Club * Prospects| * From 35 to 60 * AB| B to B| * Hotels & restaurants * Luxury retailers * Companies * Airline companies| * Sponsors et partnership with events organizers * Conference rooms * Welcome rooms * Hotels, restaurants and cafes * Airlines * SME * Big companies| Needs in B to C| Needs in B to B| To consume differently but in a better way * Need to be pleased and to dream * To search for new sensations * Innovative products * High quality products * To believe in key values of the company * To create a ceremonial atmosphere around the coffee’s tasting as if it was a high quality win * Recognition through the Nespresso Club * To access the best coffee of the actual market| * Innovative and up-market products => brand image * High quality products to offer to customers or associates * Value of exception emitted by the Nespresso brand * To give to the company or to the event a modern, innovative and dynamic image through an up-market brand * To offer a delightful moment * Recognition trough the Business coffee solution| Actually, Nespresso’s typical customer is either a person linked to the statue conveyed by the brand and attached to the quality of the service, or a hedonist attached to the quality of the product. Positioning Nespresso’s positioning is up-market, in terms of quality and service. The brand is the worldwide leader of the up-market coffee. Nespresso aims at profitability per unit and their return on investment rather than volumes. This is the reason why the brand targets a niche with high prices. 2. 3. ENVIRONMENT 2. . 1 PEST Analysis Key points| P| * The smoking ban: impact on coffee machines’ sales| E| * A luxurious machine for a high purchasing power| S| * Coffee c an be considered as a social habit| T| * Implementation of the latest new technologies| Politic The only interesting political aspect in this case is the smoking ban. Indeed, this law has created a change of atmosphere in all public premises where people were used to have a coffee. Several pubs and cafes have been affected. Some smokers have preferred to have their coffee at home and to make it taste as good as cafes’ ones, they invested in high quality coffee machines. EconomyCoffee’s market is characterised by very strong prices’ fluctuations. Like in every market, coffee’s price is regulated by the ratio between the quantity of coffee available and the amount of people who want to consume some (in fact, this amount represents the quantity coffee merchants need to buy). If the quantity of available coffee exceeds needs of coffee merchants, coffee’s price decreases. Conversely, if there isn’t enough coffee to satisfy demand, the price incre ases. In this way, this international prices’ instability may, at any time, increase or decrease volumes of supply or demand. But the world’s actual economic situation influences those fluctuations.Indeed, recession affects everyone and it is leading to new behaviours and new consumption strategies. Nowadays, coffee’s supply overtakes demand. However, people targeted by companies like Nespresso are usually wealthy. This is the reason why sells of ‘luxurious’ coffee machines have increased for a couple of years. Social According to market trends, coffee is the most popular beverage worldwide with over 400 billion cups consumed each year. It usually refers to social and family gatherings. Coffee is also associated with ‘white collar’ jobs and office workers. Nowadays, coffee breaks at work are considered as social habits as they are pleasant ways to chat and relax.However, young people and elderly people restrict coffee’s consumpti on. Indeed, young people usually prefer soft drinks and seniors care about their health. Technology Coffee’s market is characterised by high technologies. Each coffee merchant is looking for the latest technology in terms of capsules and coffee machines; 19 Bar pressure pump, automatic and programmable coffee quantity, capsule container, cup-warming side plates, electronic control of the level in the water tank are examples of inevitable new technologies found in modern coffee machines. However, most of these new products don’t correspond to actual environmental criteria. 2. 3. 2 SWOT Analysis ————————————————-STRENGTHS * Diversification: in parallel with its activities in the ‘home’ sector, Nespresso extended to ‘out-of-home’ segment (hotels, restaurants, cafes, aviation, SME) * Up- market positioning * Fame and brand image: high qu ality coffee perceived by the customer as a luxury product * Personalized marketing: Nespresso Clubs (luxurious shops which represent Nespresso’s universe) and website * Own capsules: avoid competition and reduce distribution costs * Constant innovation: to maintain its brand image, Nespresso deals with sector’s leaders such as Krups, Miele or Siemens * Growth higher than 30% per year * Knowledge: an exclusive accessories range of high quality * Experimented sales force| ————————————————- WEAKNESSES * Limited target: from 35 years old with a high purchasing power * Mono-use of the coffee machine * Ethic and practical issues concerning capsules * High competition with lower prices and good quality equipment * Limited distribution: only through the Internet, by phone or in Nespresso shops| ————————— ———————- THREATS * Competitors: numerous and strong * Capsules’ patent comes to an end in 2012: if competitors reduce capsules’ price, huge margins realized at the moment won’t endure anymore * Multi-use coffee machines: people like to have many options (hot chocolate, tea†¦) * Negative environmental image| ————————————————- OPPORTUNITIES * Development on American and Chinese markets * Opening of new shops * B to B * The young’s market| Thanks to its positioning, Nespresso’s sales increase a lot every year since the company’s creation. Indeed, Nespresso wants its coffee and its coffee machines to be considered as luxurious products. However, even if they’re meant to target a niche, more and more people buy those products. For example, during offers periods customers can a fford the simplest coffee machine for only ? 50.In fact, the company’s turnover is not based on machines sales (only 4%), they are more considered as a strategy. When Nespresso first set up, it offered free machines to companies. Once the customer has the coffee machine, he can only buy Nespresso’s capsules. On the one hand, this system represents the main strength of the company but on the other hand, it can be perceived as a weakness. Indeed, many people are not used to buy through the Internet for several different reasons and there aren’t enough shops. Moreover, Nespresso’s coffee is often too expensive for potential customers. But Nespresso has planned to open new shops all around the world in order to become more accessible.The Nespresso Club is a good way to add a luxurious value to products. It creates a privileged relationship with customers. What is more, the experimented sales force of the company will be able to open up new products, new coffe e machines and different kinds of coffees. 2. 4. COMMUNICATION ANALYSIS Direct marketing Through its whole communication, pleasure and quality is always at the heart of Nespresso’s strategy. Having a coffee isn’t an everyday act anymore; it became a real sensorial experience. To understand this deep experience proposed by the company, it is necessary to get first into a Nespresso shop. Indeed, this is where Nespresso’s communication starts.In the shop, everything’s meant to create an unforgettable atmosphere characterized by luxury, peace and sensual pleasure. A very nice and smart employee welcomes potential customers. They directly feel comfortable and are happy to follow him/her to discover products. In this environment, each coffee machine looks like the perfect last element that will complete the decoration of the potential customer’s kitchen or living room. Moreover, a large range of tasting implements is nicely presented: cups, glasses, teas poons, shakers, chocolates, sugars†¦ and of course coffee. A vast number of coloured capsules are exposed, and obviously it is possible to taste them.Once the coffee machine and capsules bought, customers become members of the Nespresso Club in the same way as Georges Clooney! Hoarding campaign Nespresso chose the American actor Georges Clooney to represent the brand. Through this choice, the company expresses the following message: drinking a Nespresso is kind of being like Georges; it means integrate the elite, access a higher rank. Advertisers use here an identification process: they push consumers to adopt some behaviour and some feelings from the person they would like to be. The aim of this campaign’s strategy is to impose Nespresso as a worldwide brand and to reinforce its icon statue.Georges Clooney is The man who best represents Nespresso’s values, as he is sophisticated, chic and charming. Georges, as the brand’s ambassador, gives some legitimacy and some leadership to Nespresso. Actually, this campaign is based on two types of purchasing motivations. Coffee refers to a simple life’s pleasure but a Nespresso aims to be considered as a kind of ‘magic’ desire. This delightful idea of having a Nespresso at home is a hedonist motivation. On the other hand, advertisers use the fact that having a coffee has become a social habit so having a Nespresso machine is a good way to ‘show off’, as it can represent an extern sign of success. This is the auto-expression motivation. Visual analysis The logoThe N of Nespresso is made of curves, which brings dynamism to the word. This shape and warm colours refer to the idea of a nice coffee and to relaxation. We can also imagine an allusion to Italy. There is a direct relationship with yin and yang: that remembers equilibrium. Yin is associated with moon, which represents the feminine part of nature. Yang is associated with sun and represents the masculine par t. The visual way Nespresso’s advertising is adapted to the European market. Indeed, the picture is meant to be red from the left to the right and from the top to the bottom. The lighting, the look and the hands position guide the audience to the slogan, then to the machine and to finish to the brand.The main colour used is black; it remembers coffee. Georges Clooney is at the centre, he directly catches the attention. There is a hand-play and a look-play. His eyes are creating a delicious moment of impatience. The composition is simple, there are few movements; Georges is acting as a figure of authority. Concerning the slogan ‘Nespresso: What else? ’, the italic typeface remembers the idea of quickness when making a Nespresso. What is more, this short question refers to seduction, still according to the brand’s up-market position. Press relations * Communication relating to events Nespresso always organises an event when a new product is launched.For exam ple, the brand organised a big show in December 2007 at ‘Bon Marche’, Paris, to promote 2 new coffees. Nespresso is also an active partner in gastronomic events, such as the Bacuse d’Or competition and the selection of the World’s 50 best restaurants. * Press reviews The press reviews’ selection is strategic. Nespresso is present in some magazines, some newspapers, and in specialised reviews of information, strategy and opinion leader. * Press Once again, the choice of magazines is strategic. Nespresso’s ads are published in some magazines like feminine up-market, travels, sciences, decoration, news and economy. Most of Nespresso’s ads are double-page. Nespresso Magazine The brand has its own magazine. It targets all the members of the Nespresso Club. The magazine is published three times a year and distributed in about ten European countries. The magazine’s main topics are coffee and lifestyles. It is a 64 pages magazine with n o more than 10 pages of ads for luxurious brands. * TV and Cinema In 2006, Nespresso started to broadcast TV spots of 10, 30 and 50 seconds. Thanks to Georges Clooney, this operation has been very successful. However, it is through its campaign destined to cinema that the brand caught all the attention (75% of memorisation against 15% for TV). 3. 0 COMPETITORS ANALYSISOn the market of percolators we attend an increase in the number of partnerships between household appliances manufacturers and big food groups: * Kraft foods et Braun  : TASSIMO * Nestle and leaders in the sector of espresso machines such as Krups: NESPRESSO * Philips and Sara Lee: SENSEO * Procter and Gamble, Black and Decker and Krups: HOME coffee * Kraft foods and Braun: TASSIMO 3. 1 TWO LEVELS OF COMPETITION Coffee market  offers a lot of segments: powdered coffee, instant coffee, coffee beans, capsules†¦Each kind of products offer variants: Classical coffee, decaffeinated coffee, Arabica coffee†¦ Do mestic electrical appliances market offers various products: coffee pots, espressos, percolators†¦ Concerting to capsules’ market, two kind of systems exist: * Closed proprietary systems: Nespresso, Tassimo, that is to say machines which only work with the brand’s capsules * Open Systems (easy serving espresso): De Longhi, all compatible brands. Coffee market:Monodor, Swiss also, which sold 500 millions of capsules in 2006 in the world (against 2, 3 billions for Nespresso). The same design, the same complexions, the same naming with Italian consonance and the same rates as those of Nespresso. The leader of Monodor, Eric Favre, is the inventor of the concept of capsule used by Nespresso. According to the last rumours, he would recently have signed a discreet agreement with Lavazza. Three times smaller with 227 million euros turnover and an annual growth of 10 %, Illy and its cafes-shops (since 2001) aim at the same clientele as at the Swiss roaster. We can sample t he coffee in cups there drawn by the biggest designers or make it some purchases of capsules.Hyper Espresso, the new Illy‘s machine already distributed in certain restaurants will be available for the general public via two new machines launched at the end of the year (approximately 250 and 390 euros). It will require only Illy plastic capsules. Selling price: 0, 39 euros each. Starbucks, leader of the retailing and the roasting of coffee with more than 10 000 stores distributed between North America, Latin America, Europe, the Middle East and peaceful region. Starbucks made 7, 8 billion dollars of turnover in 2006 and realized an annual growth of the sales of 20 %. The company launched in the United States compatible capsules with the system Tassimo (Kraft Foods), it also collaborates with the car manufacturer BMW and the manufacturer of coffee machines Saeco for the launch of a new machine in espresso, Sirena.Luigi Lavazza is an Italian active company in the coffee market. A t the world level, Lavazza distributes approximately 1, 8 billion drinks a year. This company operates in the sector of the espresso in capsule for more than 15 years with the systems ESE, Espresso Point and, since 2004, Lavazza BLUE (Best Lavazza Ultimate Espresso). Lavazza is present in 80 countries and acquired an international fame. Today the sector â€Å"Professionals† of Lavazza represents 50 million euros. Domestic electrical appliances market Philips Senseo  : Senseo is a coffee machine spring from an association between Philips and ‘Maison du Cafe’. The main asset of this coffee pot is its speed and simplicity of use.We do not use any ground coffee in bag, but capsules, don’t need to measure anymore, similar for the water, it is measured meadow following the number of cups which we wish. Furthermore, the taste remains considerable and the froth gives one plus to the coffee natural. Key Factors of Success: Speed of use, simplicity of use, design, taste. Philips cucina  : This second coffee-pot of Philips, is less popular than the Senseo. This is principally had to the fact that its use is totally different. No capsules, but ground coffee and filters. Less rapidity of use, but simplicity is always present. The principal asset of this machine is its design and its simplicity. Key Factors of Success: simplicity of use, design. De’longhi espresso  : Another different coffee pot.Here it is the same system of use that the previous one, but this coffeepot is more worn towards the quality and taste. Indeed, its main asset is the taste which it produces and its froth as well. Key Factors of Success: taste. Moulinex crystal, Moulinex cocoon  : These two machines are similar; this is the reason why they are examined together. Work as the philips cucina, with ground coffee and filters as well. Their major assets are design and simplicity. However, they are common to many coffee pots. Key Factors of Success: simplicity of u se, design. Tassimo: This is a machine which does at the same time filter coffee, espresso, cappuccino, chocolate and tea.Its capsule, called ‘T-disc’ and patented, is endowed with a bar code which allows to recognize the drink and to adapt the preparation. A single button orders the use of the machine. Key Factors of Success: Speed and simplicity of use, design, taste, quality and practicality. 3. 2 FIVE PORTER’S FORCES Competitors The main Nespresso’s competitors are: Compagnies  : Philips et Sara Lee  in 2002 Target  : general public Price  : 69â‚ ¬ Capsules: 0,13-0,19â‚ ¬ and compatible with the others percolators Main competitor, Senseo established itself as the leader of capsules. The technology is simple and cheap, so easy to access, confirmed by the sale volume. We notice a big increase in + 37. 5% for Nespresso, and + 30% for Philips Senseo.Senseo which is often directly criticised concerning the fact its offer is not a true coffee e spresso, for lack of sufficient pressure, has just reacted with a kit espresso (carries filters & capsules) being able to adapt it on the machines which already exist. Its positioning is very generalist in comparison with Nespresso which promotes a up market brand image and which aims a certain clientele. Nespresso insists also on the quality of its coffee as being an exception coffee, and does not skimp on the means to assure to its clientele the better services and advices. Kraft foods and Braun  : TASSIMO Target: all drinkers of hot drinks Price: 129,99â‚ ¬Capsules  : 0,22-0,28â‚ ¬ This is a machine which does at the same time filter coffee, espresso, cappuccino, chocolate and tea. Its capsule, called ‘T-disc’ and patented, is endowed with a bar code which allows to recognize the drink and to adapt the preparation. A single button orders the use of the machine. Since its launch in France in 2004 until at the end of 2006, more than two million systems of dri nks Tassimo were sold in seven countries. Kraft Foods awaits of its brand Tassimo, a turnover of 200 millions of dollars this year. The threat of substitutes: Tea and infusion are markets with ‘well being references’ contrary to the coffee. Each year, 2. millions of metric tons of tea are produced in the world and about 1,200 billion cup of tea are drunk per year, hence 36,000 per second, which corresponds to an average annual consumption of 600 grams per year and per person. Soluble and other coffee varieties: the coffee market in capsules would not represent in 2006 that 3% in volume and 7% in value of the total quantity of consummate coffee in the world. But, nowadays the coffee market increase where sales stagnate. The power of suppliers: About coffee: the coffee market is characterized by fluctuations rather frequent because of the fact that it is governed by the offer and the request, which influences the coffee prices.Example: In 2006, Starbucks had bought its gr ains about 36% above the course of the stock Market of New York. This American offensive constrained Nespresso to align itself. The Swiss business thus paid a premium of 33% in comparison with the average course of the stock Market. However, Nespresso has a partnership with a NGO working for durable farming. For the machines: Nespresso has partnerships with the machine builders. There are many brands in competition each other: Krups, Magimix, Siemens, Miele †¦That allows Nespresso to check easily the pressure of the suppliers. The power of customers: The customers have a strong pressure on the market because they have access to a diversified choice.However, for the systems owners, the pressure is inverted, indeed, once the machine bought, the customer can only to use the corresponding capsules. In addition, the stagnation of the consumption of coffee gives to the customer a certain influence on the sector. Potential entrants : * Procter & Gamble * Kraft foods et Braun * Philips et Sara Lee * Salton * Monodor * Illy * Starbucks * Lavazaa The threat of the potential entrants is quite strong all the more so it is the matter of big groups such as Procter & Gamble or Salton. Concerning to competitive force, the pressure is even more important as a consequence of the presence of many competitors on this sector. Competitive Rivarly:In this sector it is very pronounced as a consequence of the fact that there are several competitors which take strategies of growth and base themselves on the innovation technological of the products. The competitive pressure is strong considering to the variety of the products and the power of competitors. Some of them do not hesitate to produce open systems, that is to say, usable capsules with others machines. The market is attractive and does not really represent barriers to the entry, that’s a real potential. 3. 3 NESPRESSO COMPARED TO COMPETITORS MULTI-DRINKS CAPSULE VARIETY (COFFEE) MACHINES QUALITY (Power) ACCESSIBILIT Y CAPSULES PURCHASE POSITIONING (upmarket) COMPETITIVENESS MACHINES & CAPSULES PRICES BRANDS MATCHINGPRESENCE IN THE MARKET (Time) Nespresso Tassimo Senseo 4. 0 NESPRESSO’S STRATEGY Since its creation, Nespresso has experienced several policies and several strategies which were not always successful, until now. Indeed the current strategy of the company is a clever association of knowledge, creativity and innovation which transformed the firm in a real and particular concept. Nespresso is now one of the most known brands on the coffee market. 4. 1 CORPORATE STRATEGY 4. 1. 1 Differentiation Strategy To deeply understand the Nespresso’s corporate strategy, we based our reflection on the Generic Strategies analysis by M. Porter. | COMPETITIVE ADVANTAGE| Specific feature seen by the costumer| Low cost policy of the company| COMPETITVE SCOPE| Broad| DIFFERENTIATION| OVERALL COST LEADERSHIP| | Narrow| FOCUS/ NICHE STRATEGY| Analyzing the principal characteristics of Nespress o we can think that they use the Differentiation strategy. Indeed, the differentiation strategy implements other factors than the price in order to differentiate the product or service from the competitors. The Nespresso’s strategy is based on a high quality product and on a luxurious brand image. If you buy a Nespresso product you belong to the selective â€Å"Nespresso Club† which provides lots of personal advantages and personal status to the consumers who are ready to pay a high price.The company offers a perfect espresso for hedonist and elitist people who reflect a special way of life: the more than 30 year old urban people with a high purchase power. Nespresso use the differentiation through the top with a high price and value: The â€Å"Virtuous Circle† of the differentiation through the top: Characteristics| Risks| * Intuition and Creativity * Innovation * Business * Partner and cooperative distribution network * Good brand image| * Difficulties to mana ge the additional cost due to the differentiation * Wrong perception from the costumer * Imitation of the differentiation factor * Lose the interest of the differentiation factor from the costumer|We can easily link this model to the Nespresso concept: their creativity innovation and intuition are perceived by the rarity, the quality and the image of the range of capsules or machines they sell. It is perceived as well by the concept of â€Å"Club† and of belonging to a high community just drinking a delicious coffee which answers to their target using the esteem need of the Maslow’s hierarchy. Its distribution network is an entire part of its concept: luxurious places where consumers can join people sharing the same taste and feel the personal status Nespresso gives them. Concerning the brand image, Nespresso is now one of the most famous brands thanks to its clever communication and to the face of the company: George Clooney.At the moment Nespresso keeps its competiti ve advantage and is still a reference in the high quality market. Consequently the firm is still avoiding the risks linked to this strategy which is the main reason of its incredible success. If we follow the Strategy Clock of Bowman, we can explain why the differentiation strategy succeeds so much. Indeed, the perceived added value sufficient to bear a premium price. The target buys not only an espresso machine but the whole culture of Nespresso which give them the possibility to join an elitist community and reach particular privileges. 4. 1. 2 Internal Growth Strategy The internal growth strategy of Nespresso is clear: Penetrate and spread.The company currently wants to conquer new markets shares thanks to a strong marketing campaign at once â€Å"push†: cinema, television, billboards and â€Å"pull†: direct marketing, website, sponsoring, in order to become and stay the leader on the capsules coffee market. The firm established an internalization strategy. It has r ecently implemented some stores in the United States and in China. Nowadays, Nespresso is represented in more than 50 countries by 160 Nespresso boutiques in 2008. Two different kinds of internalization strategies are possible. The first one is the Multinational strategy: the organization’s activity is implemented in a new area and then modified according to the country’s specificities.Nespresso is developing the Global strategy: it proposes on the whole area it covers a standard offer. Nevertheless, the international development of the brand succeeds thanks to a good knowledge of the coffee consumption habits which is very different in each country. According to that, it adapts its strategy to each new market, privileging sometimes the loyalty aspect of the concept and sometimes to conquer new costumers. 4. 1. 3 External Growth Strategy An external growth strategy could be defined by a merger and acquisition process, by an assortment of companies or by a partnership o f different firms. Nespresso’s strategy is defined by the last one.Indeed, the firm established strategic alliances with some famous companies as SIEMENS or TURMIX (KRUPS) to develop some of their activities like coffee machines. According to the contracts those companies have to respect the Nespresso’s criteria manufacturing design, refined and luxurious items. Nespresso cooperates as well with the RAINFOREST ALLIANCE, one of the most important ONG supporting agriculture in order to create the NESPRESSO AAA program which certifies the quality of their product. The objective of this program is to produce a high quality Green coffee according to the economics and social consequences for the local producer and to the environment’s respect. 4. 2 ACTIVITIES’ STRATEGIES Nespresso SA is one of the most efficient strategic business units of the Nestle group.Therefore, despite the fact that the company owns several activities none is corresponding to a strategic business unit. Nevertheless, as we said the firm operates on different market segments thanks to 4 developed businesses: the sale of espresso machines, of coffee capsules, of accessories and the managing of many luxurious places around the world. In order to deeply understand the company strategy and to produce a complete study, we will present the different businesses Nespresso proposes and then its strategy applied for each of its market segment using those businesses. 4. 2. 1 Nespresso’s Businesses Presentation Espresso machines The espresso machines represent the main activity of the brand and generate the most important profit.The company has created 40 models according to the different needs of the target. The machines are manufactured by partner companies as Siemens, Miele, Alessi, Koenig, Turmix, De’ Longhi, Magimix and Krups. They differentiate themselves by a unique design and a luxurious aspect which perfectly reflect the Nespresso’s image. As an exam ple, the most famous machine is the MAGIMIX M110 sold for ? 116: New compact brewing unit technology, 19 bar pressure pump, thermoblock heating element, automatic and programmable coffee quantity and available in different colors: â€Å"What else†? Those machines represent a high technology inside a refined aesthetic.Concerning the distribution network, it is a traditional one: we can find some machines in hypermarkets, mail order or in specialized shops. More than 18  000 points of sale have been counted. Coffee capsules The Nespresso’s range of coffee capsules is composed of 9 different blends from the decaffeinated to the strongest one. The espresso blends come from the finest coffee-producing countries: Brazil, Columbia, Costa Rica, Togo, Guatemala, Kenya and Ethiopia. Capsules cost ? 0. 25 each and customers can only find it on the Nespresso official website or in Nespresso boutiques. According to Daniel Lalonde, International Commercial Director, 24 capsules ar e sold each second somewhere in the world. AccessoriesIn order to perfectly complete their offer, Nespresso sells to its consumers all the accessories which are necessary to make their coffee break a design and elegant moment. A wide range of coffee cups from ? 8. 81 to ? 44. 04 each, sugar bowls, chocolate, items to heat the milk, recipe glasses, candles, Shaker, cappuccino kit, spoons, trays and more. Under the words â€Å"Presentation is everything† Nespresso makes its consumers understand that they cannot drink such a delicious coffee without sophistication. The Nespresso Boutiques The Nespresso boutiques and bars boutiques are the heart of the Nespresso communication strategy. They are allowed only to â€Å"Club members† and are the showcase of the brand. Consumers belong to the club as soon as they buy their first machine.From this moment they are able to buy the capsules and the accessories and they benefit from a personal service for information or reclamations . Moreover they are able to enter the luxurious boutiques in order to taste new blends, buy some products or just enjoy their time in beautiful and refined spaces. Those boutiques generate about 25% of the company’s annual turnover in B to C. In order to create those elegant and design spaces the brand worked with the famous French architect Francis Krempp who realized the plan of the biggest boutiques. Each new boutique is strategically located in the most elegant and famous street of the biggest urban centers. We currently count about 160 boutiques and bars boutiques around the world. 4. 2. 2 Nespresso Markets SegmentThe company operates on two different markets segment, the Nespresso Business to Consumers division for customers or Club members and the Nespresso Business to Business division for the out-of-home sector. In a very competitive environment, the brand is positioned as leadership and as the only distributor and owner of aluminum capsules and particular machinesâ €™ patents. The Nespresso’s challenge is that in 2012 the capsules and machines’ patents will become public giving to the competitors the possibility to create machines with the same technology and the corresponding capsules. Therefore, in the following part we will analyze the strategies that the company is currently using in order to keep its position on the market. Nespresso applies different strategies for each market segment. 4. 2. 2. 1 Nespresso Business to ConsumerIn this section the target are the members of the Nespresso Club, the new costumers and the potential customers. Machines promotions and new customer strategy Nespresso aims to conquer new customers until 2012 proposing some promotions on machines at special occasions of the year. The brand wants to develop its consumer panel thanks to reductions for the new buyers, for the club members and for partnerships. The Partnership is the fact that a consumer â€Å"pushes† another person to buy a ma chine, and then the consumer gets a reduction. The club members are the best promotion support for Nespresso, indeed a consumer who talks about the brand to 10 people for example, gives it between 3 and 5 new potential customers.Moreover, once the customer buys his first machine, he becomes a member and therefore he has to buy the capsules and enter in the Nespresso’s database. Differentiation strategy The Coffee: In order to keep its dynamic image, Nespresso markets, once a year and in a period of two months, two new coffees from a small production: Spring limited edition, autumn club edition and variations. Those very high quality coffees are punctual and limited offers which goal is to make the customers come into the Nespresso boutiques. Those products are very rare and consequently, it does represent a differentiation because Nespresso is the only brand which proposes a different offer from the classic range. Finally the variations are another kind of limited editions: i t is a range of flavoured coffee.Machines: In order to differentiate itself from the competitors, the company created a â€Å"pack machine† which contains an instructions file, 12 capsules and some promotional leaflets on accessories. Accessories: As a luxury brand Nespresso has different season’s collections of accessories: The Autumn/Winter collection and a Spring/Summer collection. The firm is the only one which creates its own accessories on the coffee market. Loyalty strategy The main strategy of the company in B to C is the loyalty strategy based on an important loyalty program: * The â€Å"Welcome in Nespresso† concept * The website * The â€Å"Nespresso Club† * The mailing and emailing campaigns * The phoning campaign called â€Å"Nursing† Newsletter in the monthly Nespresso magazine The â€Å"Welcome in Nespresso† concept: This loyalty program integrates on one year long the new customers thanks to discovery boxes or promotions. Thi s strategy not only strengthens the Nespresso perception and its brand image it also allows it learning more about their consumers from the beginning, encourages members tasting different blends and buy accessories and generates important orders. The website www. nespresso. com: Useful loyalty tool, it generates about 37% of new members. Indeed the consumers can buy some items online and regularly check the new offers and promotions. The â€Å"Nespresso Club†: The main dvantage of this concept is to create a long term relationship with the consumer because he belongs to the brand club since his first purchase. He will regularly receive some mailings and emailing and therefore he will be in regular contact with Nespresso. Mailing and emailing When a new customer enters in the Nespresso’s database he often receives personalized mails about the club services, the accessories, machines and some satisfaction surveys. Nursing: Nespresso phones all new customers one month aft er their first order asking them about their opinion about the Grand Crus and the practicality of the machines. They also remind him the club services.Public relations: As we said previously, the Nespresso magazine is delivered only to the best consumers of the brand. It is mainly about coffee but also about different subjects about the luxury sector. It is considered like a privilege for those who receive it. 4. 2. 2. 2 Nespresso Business Coffee Solutions This division of the firm targets companies from different sector: Offices, hotels and restaurants, luxury retails (luxury shops, spas†¦) and airlines companies. The B to B prospecting strategy Prospecting: Nespreso is currently prospecting new business customers using tools as a trying brochure or telephone number in order to fix an appointment to try a machine.The objective of this strategy is in a first step to establish a contact with the potential business customer for a free try and in a second step to measure his poten tial and his needs. Try and contract: During the try session the aim is to introduce â€Å"Nespresso Professional†, inform the potential customer about the different products and services, create a first impression and engender the signature of the contract. Loyalty strategy: As the B to C loyalty strategy, the company that Nespresso is targeting will receive a welcoming pack, some phone calls (nursing) and a satisfaction survey. 4. 2. 2. 3 Market segments’ strategy conclusions On the whole we can say that the B to B division is now a mature segment where Nespresso mainly has to develop its relationships with its customers.Nevertheless, despite the fact that the B to C division is well developed and well positioned on the market, the company still has to conquer market shares and customers around the world. Indeed the machine selling is a very important part of the Nespresso’s profit and needs to be increased. CONCLUSIONS AND RECOMMENDATIONS Unique Personalized Service High Design Machines High Quality Coffee In conclusion, according to the market trends and the Nespresso’s sales, the company is on a successful way. Success which began with its resources, indeed Nespresso owns decisive intangible resources which are its several patents, its relationships with high technology industries and quality coffee producers around the world and finally, its brand image.They are completed by an inventive strategy management team: the firm’s main tangible resource. Those resources engender the Nespresso’s distinctive competencies: Ownership of high technology and design process, worldwide coffee supplying and an efficient differentiation strategy. The final result of the Nespresso’s competencies is the now famous trilogy of competitive advantages: That is how Nespresso became one of the most famous coffee brand and that despite high price products, sales exploded. The competition could be severe however each competitor has a different positioning which protects the company from directs competitors. All future consumers are conquered by the system and rapidly become a Nespresso Club member.About the future of the company, it recently conducted a democratization strategy targeting younger customers creating the Essenza and Compact ranges. The reason is probably because their target is getting older which could become risky in long term speaking. The expansion of Nespresso Boutiques confirms that theory, the company is trying to catch the attention of a larger population. As we said the firm has to develop its machines sales as much as possible and young people seems to be a perfect potential target. In order to reach this aim Nespresso should develop its range of affordable machines keeping a dynamic and innovative feature but giving to younger people the access to the brand. Nevertheless, they should not target people under 25 in order to keep their high quality brand image.Recently some competitors la unched new technologies able to produce not only coffee but hot chocolate and tea as well. It could be an interesting evolution for the company, still in a view of getting the target larger. Indeed the tea market is full of potential with an increasing demand. Moreover, to attract young people Nespresso could create a special range of machines with a trendier aesthetic, keeping its refined design with a touch of dynamism. As final recommendation, Nespresso should find an alternative to the aluminum capsules which are in contradiction with the environmentally friendly and natural image that Nespresso desires to have. Indeed aluminum is known as a very polluting material.