Marketing Plan For Penguin Wholesalers Essay - 1997 Words

INTRODUCTION AND BACKGROUND Logistics is a process by which an item is moved from its point of creation or production to the point at which it is used as planned by a company, a government or similar institutions. The items moved within a network could be Dangerous Goods, foodstuffs, ammunition, electronics, building cranes and whole host of other products. Time and financial considerations are considered when making these plans as are government regulations that guide the movement of items within a network. Penguin Wholesalers is a Whangarei based company that was established in 1975.It has since morphed from an ice making company into a Transport and Warehousing enterprise that services the northland region of New Zealand. And because its warehouse specialises primarily in the storage of foodstuffs, it is recognised as a Food Grade Facility. With a diverse range of products stored inside it, from meats to butter to cooking spices, the warehouse is partitioned and temperature controlled. Logistical warehouses usually start off with a small number of clients and as the business grows, changes are made to accommodate the expansion. The Penguin Wholesalers warehouse has an operational set-up that works well when stock volumes are low but struggles to maintain efficiency with high volume. This project has been chosen to standardise operations in a way that works efficiently regardless of the stock volumes as it manages a resource constraint – space. RESEARCH QUESTIONShow MoreRelatedMKT 571 Final Exam 63256 Words   |  14 Pagesof pricing c. the going-rates of competitors d. value augmented by perception e. an aggregated marketing plan for pricing 2. A common mistake in pricing is __________. a. setting prices according to demand b. revising prices too often c. considering price and price competition as a key problem in marketing d. ignoring costs when setting prices e. setting prices independently of the rest of the marketing mix 3. A market segment has a large number of buyers. High initial price does not attract competitorsRead MoreMarketing Analysis : Coffee Shop Essay4113 Words   |  17 PagesCustomer needs: ïÆ' ¼ In service and goods sectors, Customers will get excellent service while they buy any product. ïÆ' ¼ By giving good customer service, they will give positive opinion to their friends and relative so it would be an ultimate way of marketing. ïÆ' ¼ If they have any complains about product so it will be sort out as soon as possible. ïÆ'Ëœ Customer wants ïÆ' ¼ Customers want excellent and fast service and they want t o solve their problem as fast as organization can. ïÆ' ¼ They always are lookingRead MoreAmazon Your Industry: Extracting Value from the Value Chain4647 Words   |  19 Pagestransform an industry value chain, we explored Amazon.com s original business of book-selling and the entire supply network of the publishing industry. After reviewing the players in the publishing industry value chain - authors, publishers, printers, wholesalers and retailers - we analyzed industry economics: What drives profits for each player? Surprisingly, the answer is supply-chain costs - much of which represents waste in the traditional model. For example, consider the 30-plus percent return rateRead MoreStarbucks Case Study : Starbucks Case3597 Words   |  15 Pagesthe coffee manufacturers grind the green beans and roast the same and later sell the packagedproduct to either Institutional buyers like Government agencies, other countries OR to domestic retail consumption centres like supermarkets and grocery wholesalers. While most green coffeebeans ar e bought by roasters under long-term agreements, large coffeeroasters also trade on commodity markets. The prices observed on these markets are thus an estimated measure of coffeeroasters’ marginal coffee bean costsRead MoreMarketing Management130471 Words   |  522 PagesDBA 1652 Marketing Management UNIT -- I Unit No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 Unit Title Marketing management – an introduction Marketing environment Marketing with other functional areas of management Market segmentation Market targeting and positioning Product management Brand management Pricing Channel design and management Retailing and Wholesaling Integrated Marketing Communication Advertising management Sales promotion Personal selling PublicRead MoreInternational Mergers: Etihad Airlines3516 Words   |  14 Pagesand aircraft buying. Until regulations preventing full-scale mergers are relaxed, airlines will continue to live in the twilight world of shifting alliances. This paper shall discuss the avenues of expansion and international marketing for Ittehad Airlines and their plans in the Scandinavian countries. We shall analyze the different approaches gleaned from various strategies in the past, to determine the best course of action for Etihad Airlines. Introduction Strategies also affect costs andRead MoreSam Walton: a Biography3047 Words   |  13 Pagescentrally located so it was easily accessible to many customers and stayed open later especially during holiday s giving him an advantage over his competition. He even began experimenting with discount merchandising by buying straight from the wholesaler (Fitzgerald, n.d.). His main competition, Sterling, was located right across the street from Sam s store. In order to attract his customers, Sam implemented many of the principles learned from J.C. Penny, such as a friendly smile and warm greetingRead Moremkt311 tb chap819898 Words   |  80 Pagesï » ¿ch8 Student: ___________________________________________________________________________ 1. When a marketer adjusts the marketing mix to give customers a clear, distinctive understanding of what the product does, the marketer is engaging in psychographic segmentation.      True  Ã‚  Ã‚  Ã‚  False    2. For products like pencils and paperclips, marketers should probably use an undifferentiated targeting strategy.      True  Ã‚  Ã‚  Ã‚  False    3. When deciding how to promote his new medical oncology center, Dr. Jones decidedRead MoreMarketing Communications Notes17720 Words   |  71 Pagesyou to the study of integrated marketing communications. We begin by reviewing the basic communication model, looking at its component parts and applying them within a marketing context. We explore the key components of IMC, assess its value to marketers, and discuss how IMC can be applied in an international marketplace. We address the moral and ethical issues faced by marketers and look at the steps taken by governments and industry associations to regulate marketing practices. We finish the unitRead MoreVF Supply Strategy8875 Words   |  36 Pagessunny morning, the sparkling lake was a picture of tranquility, a striking contrast to the turbulence of the global apparel industry. In the shorter term, the economic crisis of 2008-09 was taking its toll on the entire business from the largest marketing companies to the smallest sub-contractors. But beyond the crisis, Fraser also foresaw long-term structural changes in the apparel business that could call for profound changes in the way VF, the world’s largest publicly owned apparel company, managed

Intercultural Communication in Healthcare Essay - 883 Words

Intercultural Communication in Healthcare Intercultural Communication in Healthcare In a culture as diverse as the United States it is of utmost importance that individuals in settings such as the health care field learn to communicate with people from different cultures. This type of setting offers many chances for misunderstanding, miscommunication, and mistrust. It is imperative for the health care field to have an effective strategy to minimize these negative consequences of poor intercultural communication. One must also remember when implementing a communication strategy that there are many elements that effect the experience; cultural variations, personal dignity, and interpersonal relationships. An effective intercultural†¦show more content†¦Showing support and respect for cultural health beliefs creates a better interpersonal relationship between patient and physician. When implementing a wellness plan for the patient to follow the physician should take into consideration the beliefs of the patient. Health care providers should seek and obtain knowledge of their patient’s diverse cultures. Obtaining the knowledge of other cultures can be an valuable skill. Health care providers should remain aware of the importance of personal dignity in the health care industry. This is especially true when caring for individuals with cultural differences. According to Nursing Ethics (2001), Inherent in nursing is respect for human rights, including the right to life, to dignity and to be treated with respect. Nursing care is unrestricted by considerations of age, colour, creed, culture, disability or illness, gender, nationality, politics, race or social status. (p. 375). Treating others with respect and dignity can not only improve the interpersonal relationship between patient and provider, it can also lead to a better patient compliance with physicians orders. A patient who is resentful of perceived or real lack of respect by his or her health care provider is less likely to follow the physician’s instructions. Dignity plays an important role in the health care experience. In today’s world of cultural diversity,Show MoreRelatedIntercultural Communication At The Health Of Indigenous Australians Essay1301 Words   |  6 Pagessuccessfully communicate proficiently with other cultures is paramount. Intercultural communication is becoming increasingly important in the healthcare industry as many workers must learn how to communicate effectively with people from other cultures. For many businesses, effective intercultural communication stands to bring them increased business and profits; however, in the health care industry, effective inte rcultural communication carries greater importance as it affects patients’ physical and mentalRead MoreMulticultural Communities and Multi-Faith Practices1103 Words   |  4 Pagesreligion, language, and cultural background between people is crucial in the healthcare environment, it is more important to develop cultural competency in hospitals to ensure high-quality health care service exclusive of inequalities and responsive to the requirements of the diverse patients.[2][3] This report highlights the barriers leading to poor multicultural communication in the healthcare setting where communication can be affected by religious consideration and recommends some solutions toRead MoreBaptist Health South Florida Is The Largest Faith Based, Not For Profit Healthcare Organization1596 Words   |  7 PagesBaptist health south Florida is the largest faith-based, not-for-profit healthcare organization. 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Misunderstanding and miscommunication occur between people from different cultures because of different coding rules and cultural norms, which play aRead MoreHealth Coverage Through The Private Market1008 Words   |  5 PagesThere has been a sharp increase in articles in recent years addressing ethics in healthcare with the rapid reforms and the millions added to healthcare coverage. The American Medical Association published just this month an article titled, â€Å"Ethics in Expanding Health Coverage through the private market†. (2015 #13). As this may not address specific compliance concerns, it does present an over all concern for the implications of the ACA, primarily being that this la w does not guarantee coverage forRead MoreImportance Of Communication In Pharmacy1000 Words   |  4 PagesThe Importance of Communication Skills for Pharmacy Technicians Introduction Effective communication is necessary in Pharmacy Services to provide quality patient care especially for Pharmacy Technicians who involve in communication on their daily tasks. Strong communication skill is an important key behind the scene with other healthcare professionals which is as important as good customer service to achieve customer satisfaction. The tools use in interacting with others properly is the InterpersonalRead MoreIntercultural Competence Of International Recruiters37.9088 Words   |  37 PagesINTERCULTURAL COMPETENCE OF INTERNATIONAL RECRUITERS 37 Literature Review Studies of intercultural competence over the past thirty years attempt to measure the success or growth of an individual’s knowledge, skills and attitudes in relation to other cultures (Sinicrope, Norris Watanabe, 2007). Global learning outcomes such as intercultural communication skills, intercultural adaptability, intercultural sensitivity, intercultural maturity, and intercultural competence are skills that universitiesRead MoreEffective Communication in the Workplace Essay1220 Words   |  5 PagesCommunication Barriers in the Workplace Communication barriers in the workplace can have a serious effect on the functioning and of an organization. In the following article we shall understand what some of these communication barriers are and how to overcome them. Ads by Google Improve Communication Our NLP Training Program Helps You Overcome Your Fears. Enroll Today! www.EasyNLP.com/ Conflict Management How much is conflict costing you? Assessment, Training, Coaching www.StrategicLeadershipCoachingRead MoreEssay On Social Media1052 Words   |  5 Pagesemployer in this area. After completion of these courses, I will be actively using social media multiple times each week to develop and enlarge the area of influence of my personal brand. Delivering Impromptu Presentations Goal 3: Develop oral communication skills in the area of delivering impromptu speeches as well as asking and responding to questions. Program 3: Participate in brainstorming sessions regularly held at work in order to develop the skills needed to be able to speak on a subject withoutRead MoreConflict Between Cultural Unwritten Law And Unwritten Modern Law Essay1279 Words   |  6 Pagesimmigration status, they are widely dispersed through North America, there is little written about the group in healthcare literature, the group holds significant disfranchised status and, the group is of particular interest to its readers. My personal culture differs with Purnell’s description in several ways. The communications, family roles, nutrition, spirituality, health care practices and healthcare providers in the different cultures are not similar. My personal culture is from a culture in a country

Abandon Parole Essay Example For Students

Abandon Parole Essay PAROLE SHOULD BE ABOLISHED The procedure known as parole in the criminal justice system has been in practice in the United States since the late 1800s when it was begun in a reformatory in Elmira, New York. Its process provides for early conditional release from prison for convicted felons, after part of their prison sentence has been served, and they are found to be eligible for parole based on factors such as: conduct while incarcerated, rehabilitative efforts/progress, type of offense, and remorse for their crime. Its use has been expanded to many states, and today has become the primary way by which offenders are released from prisons and correctional institutions. Unfortunately, parole is not always rewarded to worthy inmates, thus putting society at risk for repeated crimes that often outweigh the benefits of parole, therefore, parole should be abolished and inmates should be made to complete their full sentences. Prison inmates are usually sentenced by the severity of their cr imes, as well as their mental intention at the time of the act. For example: a person who commits murder intentionally expects to take the life of another in reckless disregard for human life, and knows that the act itself which he or she has decided to commit, will surely bring about death. However, in the case of manslaughter, which is also the taking of a human life, there is no actual intention to bring about death. The act that lead to someones death, is measured by the circumstances that made the person kill such as self-defense, or a crime of passion because the killer was provoked in such a way that a chain of events lead to violence which eventually resulted in peril. Because of the difference in how these crimes are carried out, inmates are sentenced differently; some are sentenced to life in prison, and others are sentenced to several years and will be eligible for parole after serving part of their sentence. In lieu of inmates completing their full sentences, parole trie s to achieve releasing inmates early based on the idea that the inmate has been sufficiently punished, and should be given the opportunity to become a law abiding citizen, capable of functioning in our society with adequate supervision. Although parole attempts to carefully screen inmates prior to granting early release, their decisions often do not merit wise choices. As a social worker, I experienced these situations with my own clients who were parolees seeking support mechanisms through counseling and referral service. Unfortunately, most parolees I worked with were not in touch with new technology, lacked communication skills, and had no money to travel to and from interviews, nor proper clothing. They quickly relapsed into old habits such as drug trafficking, stealing, and burglary to survive their need for money, food, and other amenities. It is obvious that hardships such as these make parolees repeat offenders. They end up back in prison to complete the remainder of their s entence, and sometimes serve out new sentences for new crimes committed. The parole board does not sufficiently scrutinize the job readiness of the inmates they plan to release, and things such as verbal and writing skills are ignored. An inmate can not be expected to survive as a parolee if he is not prepared to market himself for employment. If there is no job, there is no money, and if there is no money desperation sets in and makes room for crime such as robbing, burglary, and drug trafficking. This is not to say that all inmates are unqualified to be released because of poor job readiness, but other inmates who are job ready lack responsibility and sane judgement because of poor rehabilitation programs short in duration, or not available. Screening is also poor because parole boards have not come up with a better way to verify the sincerity of the inmate when he goes before the panel. For example: there are plenty of inmates that have gone through the parole system before and w ound up back in prison, that alert other inmates as to the expectations of the parole board. They help prospective parolees to rehearse how they are going to answer crucial questions, which will determine release. 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Principles of Health Care Quality Improvement Anaesthetic Complicatio

Question: Discuss about thePrinciples of Health Care Quality Improvement for Anaesthetic Complication. Answer: Anaesthetics indicators are being used in the work area. Such an indicator measures the percentage of high risk in patients who post-surgery do not require anti-sickness medicine (Jones et al., 2012).In terms of an anaesthetic indicator, the metrics collected are temperature, nausea, pain and these data are collected by the anaesthetic. This information is of huge importance to the anaesthetics in order to understand the level of the dose applied to the patient and their responses to the drug used (Jones et al., 2012).From recorded level to general practice.All persons of all ages during the post-operation period can be measured using the anaesthetic indicator (Chen et al., 2013).12 to 14 hours after the operation the indicator should be used for the measurement.This indicator measures absolute numbers such as oxygen saturation, temperature and pulse rate and respiration (Chen et al., 2013).Data collection and collation is done from AQI NACOR outcome data framework. Each record in NACOR contains values that have defined reference values (ex. gender and timing event, Anesthesia type). Therefore, it is almost accurate but validation needs to be done (Chen et al., 2013).Potential problems may be associated with the sample collation and collection method and interpretation (Chen et al., 2013).No statistical tests are required after the specific measurements. Validation may be affected with small population due to environmental or physiological causes. (Chen et al., 2013). References: Chen Z, Shao DH, Hang LH. Effects of dexmedetomidine on performance of bispectral index as an indicator of loss of consciousness during propofol administration. Swiss Med Wkly. 2013 Mar 14;143:w13762. Jones A, Monagle JP, Peel S, Coghlan MW, Malkoutzis V, Groom A. Validity of anaesthetic complication coding data as a clinical indicator. Australian Health Review. 2012 May 25;36(2):229-32.

Tarzan of the Apes Essay Example For Students

Tarzan of the Apes Essay When I was reading the story, Tarzan of the Apes, I realized that throughout the whole story he describes the characters very narrative. He describes specifically the characters feelings, movements and characteristics.On the following, I will write about how the author describes the characters to us readers and how it makes this story feel more realistic than what it is. The story, Tarzan of the Apes, is a very descriptive story in which the writer describes the setting very well as if the reader was there. It expresses himself so good that makes everything so realistic. An example of this is when Jane and Tarzan are in each others arm. The author describes on how Jane felt having a man with muscles who was brave and good looking. It shows how visual this setting was. When I read this I felt like if I was sitting in the jungle watching them. I think this what this writer is trying for us to do. He wants for us to use visual imagery and imagine us as if we were there at this instance. This story shows how love grows between these two human beings and how different they both are coming from two different places who change them completely of who they are. I believe this author is a great writer who likes for readers to use their imagination towards reading such as showing Tarzan becoming this a hero for Jane. Bibliography: We will write a custom essay on Tarzan of the Apes specifically for you for only $16.38 $13.9/page Order now

Television History and the Cathode Ray Tube

Television History and the Cathode Ray Tube The development of electronic television systems was based on the development of the cathode ray tube (CRT). A cathode ray tube aka picture tube was found in all electronic television sets up until the invention of the less bulky LCD screens. Definitions A cathode is a terminal or electrode at which electrons enter a system, such as an electrolytic cell or an electron tube.A cathode ray is a stream of electrons leaving the negative electrode, or cathode, in a discharge tube (an electron tube that contains gas or vapor at low pressure), or emitted by a heated filament in certain electron tubes.A vacuum tube is an electron tube consisting of a sealed glass or metal enclosure from which the air has been withdrawn.A cathode ray tube or CRT is a specialized vacuum tube in which images are produced when an electron beam strikes a phosphorescent surface. Besides television sets, cathode ray tubes are used in computer monitors, automated teller machines, video game machines, video cameras, oscilloscopes and radar displays. The first cathode ray tube scanning device was invented by the German scientist Karl Ferdinand Braun in 1897. Braun introduced a CRT with a fluorescent screen, known as the cathode ray oscilloscope. The screen would emit a visible light when struck by a beam of electrons. In 1907, the Russian scientist Boris Rosing (who worked with Vladimir Zworykin) used a CRT in the receiver of a television system that at the camera end made use of mirror-drum scanning. Rosing transmitted crude geometrical patterns onto the television screen and was the first inventor to do so using a CRT. Modern phosphor screens using multiple beams of electrons have allowed CRTs to display millions of colors. A cathode ray tube is a vacuum tube that produces images when its phosphorescent surface is struck by electron beams. 1855 German,  Heinrich Geissler  invents the Geissler tube, created using his mercury pump this was the first good evacuated (of air) vacuum tube later modified by Sir William Crookes. 1859 German mathematician and physicist,  Julius Plucker  experiments with invisible cathode rays.  Cathode rays  were first identified by Julius Plucker. 1878 Englishmen,  Sir William Crookes  was the first person to confirm the existence of cathode rays by displaying them, with his invention of the Crookes tube, a crude prototype for all  future  cathode ray tubes. 1897 German, Karl Ferdinand Braun invents the CRT oscilloscope - the Braun Tube was the forerunner of todays television and radar tubes. 1929 Vladimir Kosma Zworykin  invented a cathode ray tube called the kinescope - for use with a primitive television system. 1931 Allen B. Du Mont made the first commercially practical and durable CRT for television.

Mrs. Fields' Cookies Case Study Example | Topics and Well Written Essays - 250 words

Mrs. Fields' Cookies - Case Study Example Expansion of business makes it excessively difficult for an entrepreneur to maintain ties with the customers and obtain immediate responses when need be. As such, customers lose the sense of belonging to the business and feel less appreciated and might avoid buying from the business thus impacting negatively on the business’ revenues and reputation. Similarly, effective communication is vital in the success of any business. Mrs. Fields’ allowed communication to take place freely irrespective of positions, a factor that can cause rumormongering and leaking of vital information that might confound the business’ operations. Effective arrangement of stock entices customers to a business. If stock is disorganized, customers tend to avert shopping in such places and sales plummets. Expansion into international markets requires that a business is acquainted with the culture, tastes and preferences of the people in the new country to avoid being rejected and circumvented by customers for violating important cultural norms. In expanding a business, one should guarantee that the touch with the customers is not lost and this can be attained by maintaining an operation level that can meritoriously be managed and pay attention to any customer feedback received. Additionally, the vine-yard communication system should be maintained to ensure that messages are passed ceremoniously and professionally to avoid misleading information from spreading. Stock should be arranged dexterously to attract customers’ attention and shun placing unconnected items on the serving counter. Finally, when expanding into new markets with different cultures, one should be able to culturally appeal to the new customers by manufacturing and offering products that are culturally acceptable as well as suit the tastes, wants and preferences. This should be ascertained by conducting an extensive cultural screening prior to

Proposal Research Example | Topics and Well Written Essays - 2000 words

Research Proposal Example This will immediately be followed with the drafting of chapter 1, which will have the preparation of research question, formation of aims and objectives, and the outline of the significance of the study in some of the highlighted areas. During the last week of drafting of the chapter one, the researcher will begin collecting secondary materials needed to undertake the literature review. The selection will be based on the research questions and specific objectives. The actual drafting of the literature review, which is the chapter two of the study, will take place within a period of three weeks. While drafting the literature review, the researcher will meet resource persons to share ideas. This will then be followed with the seeking of formal consent from the targeted setting for the study. As soon as the permission is granted, the researcher will go on using one week to form the sample size and conduct the actual collection of primary data in three weeks. Thereafter, two weeks will b e dedicated to putting the data collection into writing and then another two weeks will be used to draft the results and analysis. The conclusion and summary shall take one week to draft while the marking of the whole draft will take place in the very week that the conclusion is written. The final week will be dedicated to making corrections and reviewing the entire project report. Resources Needed Computers and Tablet PCs: The researcher will make use of computers and tablet PCs for the typing and researching aspect of the project. The tablet PC is particularly necessary so that the researcher can be on the go with whatever data that he comes across, where the computer may not be readily available or accessible. In effect, the tablet PC would allow for portability. Internet Access: The researcher will need constant access to internet for undertaking online research. Such online researches are going to be necessary for the completion of the proposed research since the researcher wil l be making use of both qualitative and quantitative research approaches and will, therefore, come to a stage where secondary data derived from the internet will be of much relevance. Statistical Software: Since aspects of the research may be quantitative, it is proposed that the need to use statistical software may emerge. Some of these statistical programs may include Microsoft Excel and SPSS. Interview Guide: The researcher shall prepare an exclusive interview guide, with which data shall be collected from members of the sample group. It has already been explained that members in the sample size are going to be made up of students in lower grades and so the best form of data collection instrument to use on them is one that will not make them read and produce written responses. Tape Recorders: In the course of the interview, it will be necessary and important that the researcher records the interactions that will go on between the researcher and the respondents. Because of this, t he researcher will have the need of a tape recorder to do the recording and later transcribe the results. E-Coli Meter: the E-Coli meter is going to be

Background of Wal-Mart and Current Challenges-300 Research Paper

Background of Wal-Mart and Current Challenges-300 - Research Paper Example The organization needs to operate as an equal opportunity player in rendering an equitable climate that would contribute in the gaining of employment, fiscal and economic opportunities by both the gender groups working in the organization. Similarly other types of organizational changes also relate to bringing about new policy directions that would help in the reduction of harassment activities in the workplace. The organizational management needs to set strict policy guidelines and regulations aiming at curbing the event of sexual harassment or emergence of pay and employment discriminations (Bell, McLaughlin and Sequeira, 2002, p.71). Moreover further organizational changes can be introduced pertaining to the reduction of hierarchal job layers in the concern such that the organizational structure can be transformed from the vertical to the horizontal state. This strategy rendered would contribute in the development of empowered teams in the concern and also in the enhancement of organizational communication. Rendering organizational flexibility in the concern through the enhancement of empowered teams would contribute in the development of organizational and performance skills of the people in the concern. This model of organ

Effect of globalisation on fast food industry

Effect of globalisation on fast food industry As mentioned earlier in part 1.3, I will be using Porters Five Forces to analyse the external environment to obtain a comprehensive understanding of a given industry. My focus here will be the fast food industry. BK is my chosen company to evaluate the effect of globalisation has upon fast food industry. The analysis will be done in four areas as below and there may be some overlapping of points as they can be interrelated. Section 3.1 Threat of new entrants Section 3.2 Threat of substitutes Bargaining power of customers Section 3.3 Bargaining power of supplier Section 3.4 Rivalry among existing competitors To aid understanding in this analysis, charts and diagrams drawn using Microsoft Excel is provided. 3.1 Threat of new entrants There are six major sources identified as barriers to a market entry which include economies of scale, product differentiation, capital requirement, switching cost, access to channels of distribution and government policy (Porter, 1980). All these have had impact on BK especially as from the point of view of globalisation. 3.1.1 Capital Requirement In my observation, it is very possible to open one or two outlets but to globally have a chain of outlets with the same branding requires tremendous capital requirements. Thus globalisation has directly impacted BK in the way it structured its business model through franchising. BK could afford to do so as with agreements such as US- Canada Free Trade Agreement and North American Free Trade Agreement (Reference for Business, 2010). BK took advantage of the relative free flow of resources under globalisation to expand globally. Franchising is a relative low cost and low risk business model. Most of the US franchisors often use this method to enter a new market with diverse economical, cultural and political environment (Alon, 2006). For instance, 88% of BKs restaurants worldwide are franchised in fiscal 2009, contributing to $412.5 millions of total revenue globally (Burger King Holdings Inc., 2009). Franchising enables the business to develop in an unfamiliar market relatively quickly on a larger scale, allows the use of local partners who are familiar with local environment and also to create a standardised, global brand image, generating marketing economies of scale (McDonald et al., 2002). Charts below will provide further information on BKs franchise restaurants. Chart 1: Percentage of BKs Franchise Restaurants and Company Restaurants Worldwide ( Burger King Holdings Inc.,2009; SEC Info, 2007) Chart 2: Revenue Breakdown From BKs Total Revenue Worldwide (Burger King Holdings Inc., 2009) However with globalisation, competition is globalised and relentless. McDonalds is actually BKs largest competitor as it provides better menu variety with more valuable and affordable prices (CNN.com, 2009), biting into BKs revenue by securing a larger market share. McDonalds is also more a pioneer compared to BK because it opened its first restaurant in 1940 (Spiritus-temporis.com, 2005) compared to BK with its first restaurant in 1954 (WikiAnswers, 2010). Being a pioneer, McDonalds has many advantages which includes entrenchment of position in consumers minds, creating higher thresholds for later entrants in terms of quality, advertising and distribution support, enjoys long-term market share advantages and reputation benefits (Gass et al.,2003). It is the effect of globalisation where McDonalds has built around 32,000 outlets in more than 117 countries (McDonalds Corporation, 2010). With its expansion into international markets, the company is famous throughout the world and is the leader in this industry followed by BK only at second place. The difference in number of outlets worldwide which also translates into sales volume differences between these two fast food chain can be seen clearly in the diagrams below. Chart 3: The total number of restaurants worldwide for BK and McDonalds. ( Burger King Holdings Inc.,2009; McDonalds Corporation, 2009) Chart 4: Comparison of Sales Revenues Between BK and McDonalds (Burger King Holdings Inc., 2009, McDonalds Corporation 2007; 2009, SEC Info, 2007) Based on the charts, McDonalds is approximately 3 times larger than BK in terms of outlet and 10 times larger in terms of sales revenues. Substantial capital is also needed in terms of advertising to build up BKs brand. The advertising cost of McDonalds is approximately 8 times higher than BK thus creating a higher barrier entry when BKs brand name is lacking compared to McDonalds. To compete with McDonalds, BK needs more capital to increase its advertising as it is very much needed in globalisation to introduce BK in new markets and building up its image that they may otherwise not known about (Coulter, 2001). To ease comparison of the advertising cost, it is illustrated in chart below. Chart 5: Advertising cost of BK compared to McDonalds (Burger King Holdings Inc., 2009; SEC Info, 2007; McDonalds Corporation, 2007;2009) With these type of cost outlays, for other competitors to come into the same scale as these two companies is extremely daunting indeed, thus the threat of entrants is low, though for smaller players is possible to find niches that are under or not exploited as yet. Luckily the advertising costs have resulted in branding, which builds a better image globally and flows ultimately into higher sales and profitabililty. Table below provides Best Global Brand Ranking 2009 highlighting few of BKs major competitors and where BK succeeded in positioning its brand among top 100 in year 2009. 2009 rank 2008 rank brand country of origin sector 2009 brand value ($m) 6 8 united states restaurant 32275 61 64 united states restaurant 5722 79 81 united states restaurant 3876 90 85 united states restaurant 3263 93 new united states restaurant 3233 Table 1: Best Global Brand Ranking 2009 (Interbrand, 2009) It is clear that BK lags behind McDonalds though in many ways this is to be expected given its much lower advertising cost outlays, which besides outlet costs, form a significant barrier of entry as mentioned earlier. 3.1.2 Product Differentiation With globalisation, BK differentiates itself from other fast food giants by acknowledging culture and country specific needs. For instances, Pork-based Bulgogi Burgers are offered in korea and the ultra-spicy Rendang Double in Singapore (Wikipedia, 2010). Picture 1: Pork based Bulgogi Burger Picture 2: Rendang Double (flickr.com, 2008 ) (therealnurulle.blogspot.com, 2010) BK also keeps its promise of Have it your way with customers having 221184 possible ways of ordering a Whopper meal (Swabey, 2007). This will help to ease its penetration into new market with different local conditions. BKs response to globalisation is obviously to cater to local tastes, as the pictures above testify. Another response to globalisation has been the move towards becoming more healthy by offering healthier menu with less salt and also with its product innovation to provide food with higher nutrition contents. At all times, BK is trying to differentiate itself to meet customers demands. Further details regarding food offerings will be mentioned in later part. 3.2 Threat of Substitutes and Bargaining Power of Customers Various global fast food chains have successfully make inroads in diverse market settings around the world (Watson, 2006). These restaurants stand the most conspicuous symbol of globalisation and modernity in countries worldwide (Wilk, 2006). Hence, they are often viewed as the cutting edge of emerging global consumer culture which have caused societies worldwide to become increasingly homogeneous and deterritorialised (Friedman, 2000). Although the expansion of Western quick-service eateries outside America and Europe has done much to transform established notions of service, taste and lifestyle (Schlosser et al., 2001), their spread has also given rise to rival domestic chains whose extensive knowledge of local preferences offers real advantages in attracting and retaining customers (Matejowsky, 2008). It is the strong bargaining power of customers which intensify the competition among various food chains with more substitutes available. To deal with these forces on a global basis, BK resorted to differentiate itself through innovative marketing and menu items. 3.2.1 Innovative Marketing BK has adopted a strategy which helps to differentiate them from their competitors. The company appointed TMP Worldwide Advertising Communications to create an exclusive company-wide employer branding campaign based on the concept Fun with a Future which concentrates on brand recognition, employee engagement and delivering on brand promise. BK decided to differentiate itself through its product and people with its employee as brand ambassador where all employees at all levels are linked to the company brand featuring in BKs advertisements and posters (Business and Finance Week, 2008). This is in line with the concept of globalisation where people of different races, culture and family background will have a common global identification as BKs brand ambassador. Pictures below feature BK employees who are of different races and cultures. Picture 3: Employees of BK in Tokyo Picture 4: Employees of BK in U.S. (associatedcontent.com, 2010) (farsons.com, 2010) BK also uses a creative marketing strategy by building an edgy, hip image with young men, who are targeted consumers (Jargon, 2006). For instance, in November 2006, BK began offering BK Xbox and Xbox 360 games with their value meals. After one month, 20 million of BK Xbox games had been sold. The games could only be bought with a value meal which means that BK attracted a lot of customers with this promotion, earning a nice profit from it. Comparing with BK, McDonalds on the other hand only places Nintendo mascot toys in their Happy Meals (Mattie, 2007). A picture of both BK Xbox and McDonalds Nintendo toys can be seen below. Picture 5: Burger King Xbox Picture 6: McDonalds Nintendo Toy ( blogs.ft.com, 2006) (toadcastle.net, 2006) The successfulness of BKs innovative marketing was already proven in 1999 in a TV campaign where Whopper was proclaimed as Americas Favourite Burger. That claim was based on the result of a research where 700 consumers were asked to name their favourite burger. 33% of them picked Whopper and only 12% chose McDonalds Big Mac (Cebrzynski, 1999). Having innovative marketing is a response to the threat of substitutes and bargaining power of customers as BK tries to embed itself on consumer consciousness globally. 3.2.2 Menu Options and Changes BK tries to reach out more customers through its menu to reduce threat of substitutes, which of course with globalisation is a full time and relentless force. As mentioned in part 3.1, health consciousness was rising among people with the obesity crisis hitting globally. It was found that United States tops the hierarchy for obesity with 30.6%, followed by Mexico and United Kingdom with 24.2% and 23% (NationMaster.com, 2010). Even though BK tries to blunt customers bargaining power and the threat of substitutes through aggressive marketing as seen above, in truth they are obviously much stronger with no switching cost. New Products Thus a response from BK is to try to be almost all things to customers. For instance, provide healthier food options. The company in its social responsibility statement promises to work with its trained chefs and nutritionist to develop new menu options that meet customers nutritional needs globally (Burger King Holdings Inc., 2010a). BKs efforts could be seen when it unveiled a healthy eating adaptation of its Have It Your Way strategy where posters in restaurants tell customers how to order a low carbohydrate, low fat and low calorie meal (Walker, 2004). The famous Whopper can also be served without the bun, mayonnaise and ketchup (MacArthur, 2004). BK also launched a new salad line offering shrimp and sirloin steak with grilled peppers and onions on it (Walker, 2004). Besides, health drive was initiated by BK by reducing salt and fat content in burgers and fries. Even children are targeted where childrens menu also comes with a choice of apples or grapes, milk or fruit juice (Forte, 2006). In 2008, BKs kids meal underwent makeover with the introduction of apple fries as part of the meal (Burger King Holdings Inc., 2010b). A list of BKs healthier options with their calorie contents are provided in Appendix 3. Pictures below show two healthy options from BK. Picture 7: Kids meal with Apple Fries Picture 8: Bunless Whopper (fastfood.ocregister.com, 2009) (hungry-girl.com, 2010) In addition, BK also later launched its Joe Coffee. This made-to-order coffee processed from 100% Arabica coffee beans (The Franchise Mall, 2005). This is actually a response to global economic crisis where it was found that consumers were trading down from more expensive coffee such as starbucks into lower ranking choices, providing a perfect option for BK. Thus even though globally the economic situation was dire, for instance it was found that 2009s world economic growth rate was only half percent (International Monetary Fund, 2009). BK found a new market segment to exploit to further reduce the threat of substitutes and bargaining power of customers. Latest initiatives include where in February year 2010, BK decided to replace its own coffee brand BK Joe with Seattles Best Coffee, a brand owned by Starbucks to increase falling sales by improving its product offerings (Tice, 2010). Pictures below show BKs Joe Coffee and its replacement, Seattles Best Coffee. Picture 9: BK Joe Coffee (ebay.com, 2010) Picture 10: Seattles Best Coffee (myalohavibe.com, 2010) BK also imitated a McDonalds breakfast item. BKs Breakfast Muffin Sandwich was promoted through an advertisement where a cleverly disguised BK breaks into McDonalds Headquarters to steal the Top Secret Blueprints for the Sausage McMuffin With Egg (Dave, 2010). Picture below shows the contrast between the two breakfast offering from McDonalds and BK. Picture 11: McDonalds Sausage McMuffin with Egg Vs BKs breakfast Muffin (davescupboard.blogspot.com, 2010) New Pricing It is not just menu changes were offered but also menu pricing as well. To meet the changing economic conditions as an impact of global recession, BK also announced that it will offer $1 double cheeseburger in order to gain market share back from McDonalds (Johnson, 2007). This has cause BKs franchisees to file a law suit challenging BKs right to dictate maximum prices as the products costs is at least $1.10 per sandwich (Glover, 2009). Thus even though BK tries to satisfy customers other stakeholders may not be happy, showing the complexities in managing relationships in the era of globalisation. Further in many ways, as seen in breakfast, and even in pricing, since the RM $1 cheeseburger, BK is imitating McDonalds. 3.3 Bargaining power of suppliers With globalisation, BK is required to maintain the quality of services in its restaurants worldwide. As a measure of quality control, BK will evaluate before approving the existing or potential manufacturers and distributors of food, packaging and equipment products used in the restaurants. Evaluation is done based on their delivery, timeliness and financial conditions. To ensure consistency, franchises are required to purchase their products from approved suppliers. (Burger King Holdings Inc., 2009). 3.3.1 Purchasing Power of BK Restaurant Services Inc. (RSI), a not-for-profit independent purchasing cooperative leverages purchasing power of the BK system in United States by negotiating the purchase terms for most equipments, food, beverages, toys and paper products used in the restaurants (Burger King Holdings Inc., 2009). RSI currently involves in the negotiation of purchase with BK for more than $3 billion a year in goods and services, managing supply agreements with over 300 suppliers and 27 distributors (Sterlingcommerce, 2009). For company restaurants and franchise restaurants in Canada, a subsidiary of RSI is responsible to purchase the products. However, there is currently no appointed purchasing agent that represents franchisees in other international regions. BK will work closely with their franchisees to implement programs that leverage their global purchasing power and to obtain lower product costs outside the United States and Canada. (Burger King Holdings Inc., 2009). Globalisation has increased the purchasing power of BK and therefore reducing bargaining power of suppliers with the ease of selection of suppliers who meet the company criteria 3.3.2 Suppliers of BK Food As a global fast food chain, it is important for BK to maintain its brand name worldwide. The image of the global brand could be destroyed in a day due to globalisation where news travels billion times faster than it used to be in the past. BK was labelled Murder King by animal activists forcing the company to implement new policies that are more closely monitor its suppliers. Thus by 2001, there were guidelines that require the egg suppliers battery cages to contain two water bottles, allowing the birds to stand upright and be at least 75 square inches (Detweiler, 2001). BK further discourages its suppliers from trimming chickens beak and breaking their wings to save packing space when transporting (Detweiler, 2001). Reports in media of one or more cases of food-borne diseases in one of BKs restaurant also negatively affect its sales worldwide when being highly publicised (Burger King Holdings Inc., 2009). During an earlier case in year 1997, BK cut off its ties with one of its biggest beef supplier, Hudson Foods Inc. as its beef supplies were contaminated with E.coli..Hudson voluntarily recalled the beef after the severity of E.coli contamination was discovered at its plant in Columbus, leaving some BK restaurants without sufficient beef supply for 24 hours to 48 hours (Papernik et al., 1997). Soft Drinks In fiscal 2000, BK decided to enter into a long term contracts with The Coca-Cola Company and Dr Pepper/Seven-Up Inc to supply all restaurants of BK in United States with their product (Burger King Holdings Inc., 2009). BK prolonged its long term liaison with The Coca-Cola Company as an approved soft drink supplier for its international region covering Greater Europe, Latin America and Asia-Pacific (PRNewswire, 2003). With the effect of globalisation, consumers in around 200 countries enjoy Coca-Cola products of more than 1 billions servings per day (The Coca-Cola Company, 2010). BK International President believes that with this renewed alliances, Coca-Cola Company, recognised as the worlds best known brand (The Coca-Cola Company, 2010) will help to grow the BK brand rapidly by providing the best burger experience to their consumers in all restaurants globally (PRNewswire, 2003). Getting into alliances with suppliers is a good way to also set up higher barriers of entry. From my analysis, bargaining power of food suppliers are strong but over soft drinks especially in terms of dealing with companies with strong brand name is weaker. Obviously, the extent to which the other party uses branding and distribution network as leverage globally as well. Employees Other than external suppliers, internal supplier is also an important piece of puzzle which without, BKs supplier network would not be complete. Hence, the bargaining power of its employees should not be shoved aside. BK had approximately 41320 employees in its company restaurants, field management offices and global headquarters as at 30th June 2009 (Burger King Holdings Inc., 2009). As mentioned in part 3.2.1, there are diversity of employees with different backgrounds, race, religion and cultures. It is clear that like globalisation, the factors in Porters Five Forces are interlinked and do not stand alone. The success of BK is highly dependent on its ability to attract general managers with necessary competences to be part of the management team to motivate the employees to sustain high service levels and maintain sales growth. The competition for the right employee candidates causes higher payment of wages featuring the high bargaining power of employees (Burger King Holdings Inc., 2009). However, where boundaries between countries became narrower and communication made easier with globalisation, the search for the right employee is more efficient and effective through online application, which could perhaps reduce their bargaining power. The selection of employees is important as a wrong choice would lead to negative publicity. In one of the cases, a BK employee in Jacksonville had tried to poison a customer as he was pissed due to his suspension for misconduct (Morbid, 2010). In another case, a Washington State Deputy, Edward Bylsma after discovering a spit on his Whopper ordered fr om a BK employee decided to sue BK seeking $75,000 of compensation (Ryan, 2010). No doubt with globalisation, these news would definitely spread fast and adversely impact the companys brand. Further, since a large portion of outlets are franchised as a result of BKs decision on this bus model to move globally, employees become even more important as front link assets to keep sales and profits up. With payroll expenses on the increase as seen in the chart below, it is clear that for employees, their bargaining power is, in my opinion, rated medium to high. Chart 6: Payroll and Employee Benefits for BK ( Burger King Holdings Inc., 2009) 3.4 Rivalry among Existing Competitors Globalisation has increased the competition among the fast food chain. With various quick service restaurants mushrooming worldwide, other than competing on a national or regional basis, they are competing with each other globally. As an effect of globalisation causing increases in degree of awareness among consumers, there has been intense competition among the competitors globally to gain market share. Increasing prices of raw material, agitation by social organisations, slow down of U.S economy and also increasing fuel prices has prompt many fast food chain to divert their attention to eastern part of the world especially China ( Naim, 2008). Although globalisation has ease the expansion of fast food chain worldwide with the ease of information transfer and seeking global suppliers, entry into China and other Asian countries still pose logistical and political challenges. As quoted from Martin (1994) in Nation Restaurants news Among the most frustrating obstacles are the scarcity and inordinately high cost of prime locations in most markets as well as the steep tariffs and patchwork of inconsistent regulations that impede imports of commodities and equipment. 3.4.1 New Geographical Regions and New Ventures Taking a closer look, even though globalisation has blurred boundaries, there are still differences in cultural issues between United States and other countries resulting in different eating habits of consumers ( Glazer, 2007). From consumer point of view, globalisation has resulted from development of sophisticated media contributing to the creation of a borderless market but it does not mean it is without internal differences or local tastes (Ziedman, 2003). When a company goes global, they are bound to satisfy the demands of local customers. For example in India, cows are sacred and worshipped by the Indians, beef could not be served and the muslims, they could not consume pork (Kulkarni et al., 2009). Hence, it is a must to substitute the beef and pork in the product offerings. To further compete globally, BK invested in Whopper Bars. BK opened their first Whopper Bar in Orlando during spring 2009, and the first in Asia in Singapore during September 2009 (International Wire, 2009). It offers a specialised burger menu with more than 20 toppings (Ruggles, 2010). On 8th February 2010, BK further announced that beer sales will be added at a new unit opening in South Miami. ( Ruggles, 2010). BK changes may not be rapid enough to obtain further market share from McDonalds but the company has been spending more effort in improving its sales in this global competition ( Anderlini et al., 2010). Competing on a global scale gives rise to global income streams. This would help BK to sustain the worldwide competition where the profit from a restaurant would balance the loss in another. The pie charts below show the distribution of revenue from different geographical region. Chart 6: BKs Geographical Sales from Year 2007-Year 2009 (Burger King Holdings Inc., 2009) In a way, the company is more dependent on its home market, as showed in the pie chart above where most portion of global stream income is generated. In a recent case in 2009, BKs advertisement for Texican Whopper burger in Europe had angered the Mexicans where a small wrestler featured in the advertisement was dressed in a cape resembling a Mexican flag. Mexicans have high respect for their flag and therefore could not tolerate such an insult from BK ( The Assiociated Press, 2009). This adverse publicity could have adversely impact its profits. Still, the company had not done unduly badly as seen in the charts below. Chart 7: Revenue, Gross Profit and Net Profit of BK from Year 2005 2009 (Burger King Holdings Inc., 2009, SEC Info, 2007) It is clear that BK has done well as seen in increasing absolute figures of all sales, gross profit and net profit. A look at gross profit and net profit margin also shows that on a relative basis the company is handling itself well in the world of globalisation. Chart 8: Gross Profit Margin and Net Profit Margin of BK from Year 2005- 2009 (Burger King Holdings Inc., 2009, SEC Info, 2007) Even though Gross Profit Margin has been decreasing slightly, its net profit margin has been increasing with a drastic improvement from year 2006 to 2007. This is definitely a good sign. 3.5 Conclusion and Recommendation Globalisation can be a threat to the company and also it may help its expansion. Being a global brand, BK has a lot benefits which include cost-efficiencies, sharing of resources and ability to attract partners, employees and customers on entering new market. It all depends how the company took opportunities and work towards their goals. Management of globalisation is the key to success and most importantly, BK need to balance between global and local control (Samli, 2008). The company has retreated back to the US market, which is why the share prices have been sliding back down in recent times as seen below. Chart 9 : BKs Share Price Ups and Downs from 2001 till 2010 ( Yahoo Finance, 2010) Recommendations made to companys performance are as follows: Moving In Developing countries, Especially India and China Aggressively: India and China both has a steady high economic growth rates of 8.8% and 10% in 2010 (India Brand Equity Foundation, 2010) and will probably be the major players in the world economy. It is definitely a wise option to expand BKs growth in these two countries by using local partners, local employees and local ingredients. Furthermore, BK could also offer limited promotions during festive seasons or special events, for instance during Chinese New Year or Deepavali as this will help to attract more customers during that period. Broader Menu Selection: As mentioned earlier in the project, BK should continuously provide more choices of menu which allow customers to pick from wider choices. This step should be taken to also reduce threat of substitutes from new entries and existing competitors. Its product offerings must also be ensured to meet the local taste. As mentioned by the officials of market research firm of the NPD Group, quick service operators who are expanding their brands outside the United States must customise each unit to meet the specific needs of consumers in the country and region they seek to enter (Glazer, 2007). Promotions and Advertising: As observed so far, BKs advertising has been giving positive impact on its sales. Hence, BK should continuously invest in its promotions and advertisement to gain market share. BK could perhaps invite its employees to give their opinion as they are also the brand ambassadors. This would allow a fresher and a more creative in flow of idea and to boost the motivation of the employees as they are invited to participate in the companys program. However, BK should avoid price wars with its competitors ie. McDonalds as this would pull down the profits of all burger chains. BK should choose to differentiate from its competitors. There is only one winner in cost strategy but there may be more than one winner in differentiation strategy. Relationships with Franchisees: There has been cases where the franchisees are not happy with the decisions of BK Inc..The most obvious example is the sale of doublecheese burger at $1. BK should strengthen its ties with the franchisees by encouraging them to provide ideas and feedbacks on how to improve sales. When there is a disagreement between them, BK should understand the reason behind and to solve it on a win-win situation. If this could be practised, law suit against BK Inc. could be avoided. In conclusion, Porters Five Forces Analysis that was used to analyse BKs stand in the industry gives a birds eye view of the company and industry globally. Globalisation plays a major role in pushing and shaping the company. The survival of BK is dependent on its ability to adapt to constant changes in business environment due to globalisation. With BKs effort in improving its performance, it will definitely survive in this field and could perhaps be the number one fast food chain worldwide in the future.

Free Waste Land Essays: A New Understanding :: T.S. Eliot Waste Land Essays

The Waste Land: A New Understanding The Waste Land, Eliot's first long philosophical poem, can now be read simply as it was written, as a poem of radical doubt and negation, urging that every human desire be stilled except the desire for self-surrender, for restraint, and for peace. Compared with the longing expressed in later poems for the "eyes" and the "birth," the "coming" and "the Lady" (in "The Hollow Men," the Ariel poems, and "Ash-Wednesday"), the hope held out in The Waste Land is a negative one. Following Hugh Kenner's recommendation, we should lay to rest the persistent error of reading The Waste Land as a poem in which five motifs predominate: the nightmare journey, the Chapel, the Quester, the Grail Legend, and the Fisher King. The motifs are indeed introduced, as Eliot's preliminary note to his text informs us, but if (as this note says) "the plan and a good deal of the incidental symbolism of the poem were suggested by Miss Jessie L. Weston's book on the Grail legend," the plan can only have been to ques tion, and even to propose a life without hope for, a quest, or Chapel, or Grail in the modern waste land. The themes of interior prison and nightmare city--or the "urban apocalypse" elucidated by Kenner and Eleanor Cook--make much better sense when seen as furnishing the centripetal "plan" and "symbolism," especially when one follows Cook's discussion of the disintegration of all European cities after the First World War and the poem's culminating vision of a new Carthaginian collapse, imagined from the vantage point of India's holy men. A passage canceled in the manuscript momentarily suggested that the ideal city, forever unrealizable on earth, might be found (as Plato thought) "in another world," but the reference was purely sardonic. Nowhere in the poem can one find convincing allusions to any existence in another world, much less to St. Augustine's vision of interpenetration between the City of God and the City of Man in this world. How, then, can one take seriously attempts to find in the poem any such quest for eternal life as the Grail legend would have to provide if it were a continuous motif--even a sardonic one? It seems that only since Eliot's death is it possible to read his life forward--understanding The Waste Land as it was written, without being deflected by our knowledge of the writer's later years.

Nursing Informatics Essay

On the inpatient units we frequently give continuous heparin dosing. Upon the initial order received from the doctor they order a starting dose rate. The registered nurse is expected to pull up in the patient’s electronic record under orders the protocol that provides guidelines for RN’s to adjust the rate according to the patient’s heparin PTT lab levels. The doctor at times will also order a loading dose or additional loading doses depending upon the lab levels. The heparin PTT is drawn every eight hours to determine  where the dosing rate should be set to determine if the level is therapeutic, sub-therapeutic or critical reading. The nurse must use the computerized electronic record that is interfaced with lab and other ancillary departments throughout the hospital in the patient’s electronic record. This makes providing care to the patient more efficient for all those involved in the patient’s care. The nurse is able to pull the data from the computer to make a decision based on her training to make dosing corrections based on the protocol. The nurse’s wisdom also allows them to call the doctor for critical readings, the knowledge to know when to call the doctor for guidance as needed. The electronic chart also makes available other pertinent data for the nurse to research to make sound decisions based upon the patient’s diagnosis and to know what to look for if the patient has had any recent falls or surgery. In addition the nurse would also be able to complete the nursing assessment and input the data compiled into the electronic record for other medical staff . The template was recently redone with nursing input and the assistance of our informatics nurse. I actually only see advantages to having a singled shared consensus-driven model of terminology. I feel it would be a hindrance and a disadvantage to the healthcare profession if we as nurses did not have a single consensus-driven model of terminology. I moved from Florida to California and since my move I have encountered a wide variety of culturally diverse nurses. It is at times challenging with the language barrier when they have trouble thinking of the term they want to use but will generally remember the proper term. Many completed their initial education and training in their birth countries and if we did not have a single driven terminology it would be disastrous. There are companies in the United States that have recruited nurses to come and work in the states partly due to the shortage of nurses but also many to fill very hard to fill positions such as medical surgical or acute medical units. With the shortage of nurses in the United States and some nurses refusing to work certain areas it has become very challenging to fill these positions in hospitals. Along with this is if one were to travel abroad and required further care when they went home to obtain the chart and the terminology be basically  understood would also be very important to one’s health. This also helps to integrate knowledge into one’s own routine clinical practice since all nurses started from the same basic understanding of terminology, what the problem is with the patient, with the ability to verbalize the care needed along with the implications of the disease process. The other issue to consider is if we had more than one model of terminology it would be very difficult to communicate with other medical staff, i.e.. doctors, radiologist, dentist, etc. Currently we have on board a NIS and he is under the Title 38 classification which belongs primarily to nursing. Even though his job does not involve direct nursing care his primary job is directly related to nursing. The is computerized with computerized charting, templates created for nurses for various forms of documentation, and we also use a bar code medication administration scanner (BCMA). The NIS is involved in the development of new templates, modifications of existing templates, the BCMA’s and determining to what extent we can allow it to be fully used by nurses. For example, the BCMA has the capability to get onto the internet from anywhere in house however, that capability had to be absolved. The ability of having an NIS available to nursing and be a go between with IT is very beneficial for nursing needs on the unit level. The NIS has the capability to understand nursing needs and resolve or find a way to intervene on our behalf. When I went to the Cochrane Collaboration and selected from the drop down list of disorders.

Slavery Reparations Are Wrong essays

Slavery Reparations Are Wrong essays Ladies and gentlemen: I don't believe that anyone in this chamber would move to disagree with the idea that slavery was an atrocity, committed from the depths of the darkest parts of the human sole. Cruelty is the readiness to give pain to others or lack of concern for their suffering. Pertaining to exactly what the white man did to the black slaves. Slavery was not an institution of neither economical nor a paternalistic system. It was a brutal, inhumane abuse of mankind. Africans were seized from their native land, and sold into lives of servitude in a foreign land. Indeed, it was a tragedy on such a scale that cannot be measured nor quantified. And it is this very notion of tragedy, which speaks to the matter of reparations for slavery. To be quite blunt, reparations, even if they may be deserved, are not feasible under any system or economic tangent. Not only would such an undertaking not remedy the situation, but it would sink Africa and her people deeper into the cycle of poverty and oppression that they have so struggled to free themselves from. While the arguments against reparations may seem shallow or self-serving to advocates of such a system, upon examination, the logistics of what to give, and whom to distribute it to, preclude any potential benefits of such a system of indemnity and requite. The point of the following critique is not to say that Africans were not mistreated, nor that they are not worthy of reparations, but that perhaps reparations are not an adequate solution to this situation, and certainly will only serve to worsen. Aside from any philosophical or idea-based arguments against reparations, there exist a number of logistical barriers to repaying blacks for their suffering. Immediate questions arise in the realm of distribution - it is intuitive that such reparations would be difficult to distribute, much less to decide how much, or where to place the funds or assistance. The question...

The Use of DDT

The Use of DDT DDT is a chemical which was first found in the year 1874 and was well studied since then. World Health Organization approves of DDT because it has proven to be the most effective when it comes to combating malaria. In conjunction with other preventive measures, it is able to decrease the transmission of malaria when sprayed in homes.Advertising We will write a custom essay sample on The Use of DDT specifically for you for only $16.05 $11/page Learn More When it was first introduced, it was perceived to be the most effective in reducing malaria. The WHO anti-malaria campaign was successful especially in parts such as Sri Lanka. Today, WHO recommends DDT as one of its top malaria insecticides. In support of the World Health Organization position statement on the use of DDT certain toxicology data has to be assessed first (Raloff, 2001). For a proposed substance to be used, the nature of the material and the cumulative estimated dietary intake (CEDI) must be co nsidered. If a substance has a CEDI of less than 0.5 ppb, then no toxicology data is needed. However, all relevant data must be submitted if available. If the exposure is between 0.5 and 50 ppb, a bacterial mutagenicity assay and an in vitro cytogenetic damage or mouse lymphoma assay should be carried out. The rationale for conducting these two studies is to provide an indication as to whether a given substance is likely to be a carcinogen. Should the intake of the substance exceed 50 ppb but be less than 1 ppm, then a third toxicity test may be required. However, if the substance exceeds 1ppm, then a full range of toxicity studies will be required (Keller and Heckman, 2001). The four phases of disposition of toxic compounds within the body are based on excretion through the lungs, biliary, urinary and other excretion routes such as breast feeding. DDT has the ability to accumulate in fatty tissues and breast milk. A mother exposed to DDT is likely to give the infant a greater dose of the substance. The human body is unable to breakdown DDT therefore; this makes it a highly toxic substance to the human body. Foreign compounds are usually secreted into fluids such as sweat, semen, tears and other compounds may be secreted into the saliva or stomach. The body is unable to dispose of DDT. The human body has the ability to store DDT in tissues and bodily fluids but is unable to break it down and dispose of it.Advertising Looking for essay on health medicine? Let's see if we can help you! Get your first paper with 15% OFF Learn More To begin with, DDT has raised some concerns about its toxic nature just like other pesticides have. It is believed to cause neurologic impairment, headaches, vomiting, tremors and other known effects. In addition, it is known to cause environmental problems. Its chemical sustainability enables it to accumulate in the environment through food chains, and in tissues of exposed organisms, including the people that live in treated houses. Research has shown that exposure to DDT might cause preterm birth and early weaning. It may also interrupt the semen quality, menstruation and gestational length. Other studies have shown that daughters of mothers who have been pre-exposed to DDT may have difficulty becoming pregnant and may also suffer from miscarriage. Due to its carcinogenicity, DDT is believed to cause cancer. Studies on the human populations have shown that DDT can cause cancer of such organs as liver and pancreas, and be a reason of the breast cancer. However, other studies have shown that it doesn’t cause prostate cancer (Moeller, 2005). The use of DDT has remained in use in some areas and this has brought about some controversial issues. Part of the controversy is that malaria has become widespread in areas where the use of DDT has been banned. However, the DDT is still used in some countries, one of which is South Africa. However it uses it under WHO’s guidelines. Initi ally, the country had switched to using other alternative insecticides. After a while it became clear that the malaria incidences had increased dramatically. Other areas where malaria increased dramatically after they stopped using DDT include South America and Ethiopia. Resistance has however reduced DDT’s effectiveness in eradicating malaria. Resistance is largely due to prolonged agricultural use and as a result, WHO recommends that absence of resistance must be confirmed before proceeding to use the substance. Resistance was noted in spray campaigns where it was noted that it had lost its effectiveness in areas such as Sri Lanka, Pakistan, and Central America. There have been concerns over the usage of DDT in small scale spraying and spraying of entire agricultural areas. Since the ban of DDT, more information on its effects has risen. Such information includes its effects on environmental and human health.Advertising We will write a custom essay sample on The Use of DDT specifically for you for only $16.05 $11/page Learn More It is believed that its effects on the bird populations and its hormonal effects on fish and amphibians may have been underestimated. Recent studies have shown that it exposes younger generations at a great risk of getting cancer due to its carcinogenic effect(Cohn, Wolff, Cirillo, and Sholtz, 2007). DDT has been criticized over its current use. Critics claim that restricting the use of DDT in areas when malaria is widely spread has caused many unnecessary deaths over the years. In 2007 it was estimated that the ban on DDT caused over 20million deaths and that population was children only. Critics often reference the 1972 US ban on DDT claiming that it cost millions of lives. It is also believed that donor governments and agents have refused to fund DDT spraying in some regions. For instance, the use of DDT in Mozambique was stopped years ago. The reason being that it was believed that 80% of the coun try’s health budget was due to donor funds while donors were against the usage of DDT. Many countries that face this problem have been forced to bow down under pressure to give up DDT or face losing aid grants. The United States Agency for International Development has been under much criticism of late. These days, the agency is now providing funds to the usage of DDT in African countries though it did not do this in the past years. The agency was accused of not funding the use of DDT because it was not ‘politically correct’ (Raloff 2001). It currently however strongly supports the use of DDT in malaria stricken areas and is willing to continue supporting it once it is scientifically proven to be sound and warranted. Alternative uses of DDT are believed to be more expensive, more toxic and less effective. The vulnerability of mosquitoes varies from region to region. Similarly, alternative insecticide’s similarities also vary. Therefore, the toxicity and co st effectiveness comparison of DDT and alternative insecticides lacks significant data.Advertising Looking for essay on health medicine? Let's see if we can help you! Get your first paper with 15% OFF Learn More Despite its detrimental effects, DDT has been proved to be the most effective chemical agent that decreases transmission of malaria. The question of whether to use it or not has however been a question of risk versus benefit. The malaria epidemic in certain parts of the world, such as Africa, has justified the use of DDT. In order to continue using it, vigilance must be maintained at all times but this doesn’t mean that research should not be continued in order to find more sustainable and suitable methods of fighting the disease. It is well-known that continued use or overuse of any substance eventually causes an organism to adapt and become resistant to it. DDT should therefore be used as a bridge to keep the malaria epidemic at bay as more appropriate measures and solutions are sought after. This may include improvement in treatment and the discovery of a vaccine. Cohn, Bernard, Wolff McCintire, Philip Cirillo and Richardson Sholtz. DDT and breast cancer in young women: N ew data on the significance of age at exposure. Environmental Health Perspectives 115.10 (2007): 1406–1414. Web. Keller and Heckman. Toxicology Requirements: What Types of Toxicity Data Must Be Submitted? packaginglaw.com. 2001.Web. www.packaginglaw.com/2771_.shtml Moeller, Dennis. W. Environmental Health. Cambridge: Harvard University Press, 2005. Print. Raloff, Jeffery. The Case for DDT. Science News, 158.1 (2001): 12. Academic Search Premier database. Web.

Fast Food Industry should Be Supervised Research Paper

Fast Food Industry should Be Supervised - Research Paper Example Atherosclerosis is one health complication that individuals gain through excessive consumption of fast food products. This is majorly because most fast food products contain a copious level of salt and cholesterol. These two nutrients are the major cause of cardiovascular health problems. Health experts argue that excess consumption of salts may result into negative health conditions of an individual, such as blood pressure. Notably though, most people consume most of their salts from processed restaurant foods, such as fast foods. A simple check on the sodium content in common fast foods such as an egg, a biscuit, and a sausage breakfast sandwich is 1,210 milligrams and 290 milligrams of cholesterol. This is very close to the recommended levels per day of 1500 milligrams of sodium and 300 milligrams of cholesterol for adult consumers. The consumption of too many salty foods leads to attainment of high cholesterol content in the body causing a build-up of plaque in the arteries, bett er known as atherosclerosis. This is a very serious medical condition and can result into a stroke, heart attack, and in a worst-case scenario, death! Diabetes is another lifestyle disease that also results from excessive consumption of fast food products. Most of the fast foods and soft drinks in the market nowadays have high sugar content, such as French toast sticks, fast food coleslaw, as well as cheeseburgers. Obesity is one of the major side effects of fast food consumption because of the high content of calories and fats that they contain.

Creer devlpment Research Paper Example | Topics and Well Written Essays - 1250 words

Creer devlpment - Research Paper Example Although, the major consideration remains unchanged that is the achievement of an ultimate high value objective set for professional growth. It is equally important that the selected career path should have potential to contribute towards the social well being of the masses to ensure that it imparts a sense of satisfaction for the individual. Keeping the aforesaid in mind, I have selected the â€Å"Social Support and Health Advocacy† as an area of career development program. The field of choice is closely related to the communication domain because it requires a close interaction with masses to know exactly their demands and needs as well as communicating the assessed requirements to the health officials and other public and non-public organizations. The field of the â€Å"Social Support and Health Advocacy† primarily cover two sub-domains i.e. the Social Support; the Health Advocacy. Social support is concerned with general public communications which may include one t o one interactions, corner meetings, conventions, large scale public gatherings to acquire input from the masses about the system, its short comings and the procedural and administrative recommendations to ratify these issues. Goldsmith (2012), who is an Associate Professor of Speech Communication at the University of Illinois has surfaced several aspects of communication that are commonly used and employed in social support, especially in health, anxieties and stress issues. He suggests that our frequent communication with our families, children, elderly persons of the securities and other interactions on these issues is the best kind of social support and if we can refine this communication issues can be addressed in a befitting manner. An expert communicator can devise ways and means to improve the quality of this communication by selecting good and effective observations. Moreover, an effective communicator can extend his social support by identifying various approaches that may help social interactions and communications more fruitful and result oriented in the elimination of daily stresses and major crises that may come across our lives. Social Support is an important area where communication can play a significant role to improve the quality of an individual’s life. However, it requires a well planned and targeted attainment of skills and expertise to ensure a career growth with significant achievements in the field of effective communications. Beyond the core communication skills like grammatical correction and purposefulness, an effective communication must have expertise in the prevailing Information and Communication Technologies (ICT), a close look on the social setup and values while a comparative study of people and societies around the world to ensure the incorporation of a global perspective in your communications. These requirements can lead to a number of studies and courses in ICT, social science core expertise, philosophy and interpe rsonal as well as inter organizational communication skills. However, the selection of courses and expertise from these domains may have subjectivity because of personal trends, likings and approach. â€Å"Health Advocacy†, the other sub-domain of my professional career plan demands even more effective communication skills. Primarily, healthcare advocacy is directly concerned with people

The South East Plan Essay Example | Topics and Well Written Essays - 2250 words

The South East Plan - Essay Example From the discussion it is clear that the main issue of concern within the plan is affordable housing. Affordable housing can be defined as the provision of housing through the use of a subsidy obtained from local authorities such that rent will be considerably lower than prevailing market prices. The plan suggests that number and quality of affordable houses should be increased.This essay stresses that  the main reason is that there are a number of homeless households in the South East Region. These households need to be catered for in the housing plan. Statistics from the Regional Housing Strategy show that 4.5% of households in the region belong to this category and together they represent a whooping 11% of all the homeless households in England. These facts necessitate a need for immediate action to be taken and this is why housing is relevant as an issue in the plan.  Housing also needs to be addressed as a main issue because there is a serious need for affordability in this area. Renting and purchasing houses in South East is too expensive; the area is the second most expensive place to rent in England. This poses a serious problem to development in the region because people find themselves living in distant houses. This means that most of their time is spent while commuting. Commuting brings about more carbon wastes, thus contributing to poor air quality and pollution in general. In addition, commuting causes a waste of time and resources that could otherwise have been directed to more productive issues.

Sample Questions and Answers Essay Example for Free

Sample Questions and Answers Essay This is tricky not to waffle or give unrelated information. You need to aim to address your capability, commitment and cultural fit, here is a sample answer: ‘Good morning, my name is James Smith.* I am a qualified accountant with six years post qualified experience gained within the pharmaceutical industry. I worked with Glaxo Smith Klein* as an assistant accountant and I have spent the past 4 years working with Pfizer* where my most recent role was as project accountant. I managed the project finance team of 8 staff and I’m proud to say that I recently implemented a new financial management system saving the company over  £500,000 in year one. I have a reputation for my attention to detail and delivering within strict deadlines and enjoy working with financial data. Going forward I want to work in a challenging finance role within the same industry and your organization is one in which I believe I could settle down and make a real contribution.’ How long have you been looking for a job †¦. The interviewer may be concerned that there is something wrong with you that other employers have picked up on! Here is a sample answer: ‘After I was made redundant from my last job, I took the opportunity to take some time out to examine my career goals and where I was going with my life. I have just begun my search in the last few weeks. I have a definite goal in mind and have been selective about the positions I consider. Your company and this position are of great interest to me.’ How did you prepare for this job interview †¦. The interviewer is gauging if you are interested enough to do some research or are you going to wing it. Here is a sample answer: ‘When I was told about this position by Hamlin Knight I was immediately interested. I checked out the company website and mission statement, looked at the bios of company founders and executives and was impressed. Once I had the interview appointment I looked at some industry press and I’m sure I’ll find out a lot more in today’s meeting.’ What is your salary expectation for this job †¦. The interviewer is trying to find out if they can afford you, or if they can get you for less than budgeted. Here is a sample answer: ‘I’ll need more information about the job and the responsibilities involved before we can begin to discuss salary. Can you give me an idea of the range budgeted for this position?’ How do you keep current and informed about your job and the industries that you have worked in †¦.. The interviewer is trying to ascertain if once you get the job you will continue to learn and grow, stay challenged and motivated. Here is a sample answer: ‘I pride myself on my ability to stay on top of what is happening in my industry. I do a lot of reading – the business section of the newspapers and industry magazines. I belong to a couple of professional organizations and network with colleagues from these. I take seminars or training whenever they are of interest or offer new information or technology.’ Tell me about a time when you had to plan and coordinate a project from start to finish †¦. This is a behavioural questions, your interviewer is trying to seek an example of specific past behaviour. Here is a sample answer: ‘I headed up a project which involved customer service personnel and technicians. I organized a meeting to get everyone together to brainstorm and get their input. From this meeting I drew up a plan, taking the best of the ideas. I organized teams, balancing the mixture of technical and non-technical people. We had a deadline to meet, so I did periodic checks with the teams, After 3 weeks we were exceeding expectations and were able to begin implementation of the plan. It was a great team effort and a big success. I was commended by management for my leadership, but I was most proud of the team spirit and cooperation which it took to pull it off.’ What kinds of people do you have difficulties working with †¦. Your interviewer is trying to see if you are flexible and can work in a diverse environment. Here is a sample answer: ‘In my last 3 roles I have worked with men and women from very diverse backgrounds and cultures. The only time I had difficulty was with people who were dishonest about work issues. I worked with one woman who was taking credit for work that her team accomplished. I had an opportunity to talk with her one day and explained how she was affecting morale. She became very upset that others saw her that way and said she was unaware of her behaviour or the reactions of others. Her behaviour changed after our talk. What I learnt from that experience is that sometimes what we perceive about others is not always the case if we check it out.’ We expect managers to work more than 8 hours a day, do you have a problem with that †¦. The interviewer is trying to see if you are a ‘workaholic’ or a person that requires balance. Here is a sample answer: ‘I have no problem working long hours. I have worked 12 or 14 hour days. What I have found works for me is to work smarter, not necessarily longer. My goal is to get the job done, whatever it takes, in the most efficient manner.’ When have you been most satisfied in your career †¦. The interviewer is trying to ascertain what motivates/de-motivates you. Here is a sample answer: ‘The job before the one I am currently at was my most rewarding experience for me. I worked in a wonderful team environment. There was a lot of camaraderie. I worked with a team of four people and we did some really original thinking. It is that kind of environment that I want to be involved in again.’ Why do you want this job †¦. The interviewer is trying to see if you are using a shotgun approach to your job search or do you really know what you want. Here is a sample answer: ‘I’ve been very careful about the companies where I have applied. When Hamlin Knight told me about this position, I knew I had found what I was looking for. What I can bring to this job is my 7 years of experience and knowledge of the industry, plus my ability to communicate and build customer relationships. That, along with my flexibility and organizational skills makes me a perfect match for this position. I see some challenges ahead of me here and that’s what I thrive on. I have what you need, you have what I want.’ We are ready to make an offer, are you ready to accept today †¦. Your interviewer doesn’t want you to go away and change your mind. Here is a sample answer: ‘Based on my research and the information I have gathered during the interview process, I feel I am in a position to consider an offer. I do, however, have a personal policy that I give myself at least 24 hours to make major life decisions. I could let you know by tomorrow.’ There is no way to accurately predict the questions that you will be asked by an interviewer, but you can be ready and prepared by thinking about the factors that might concern an employer before the interview

Movie Essay - The Film Based Upon of Amy Tans The Joy Luck Club :: Movie Film Essays

Joy Luck Club - The Movie! "I am waiting like a tiger in the trees, now ready to leap out, ready to cut her spirit loose." The Joy Luck Club, an Oliver Stone production, depicts four women and their strife bringing up their American born daughters. Directed by Wayne Wang, this rated R movie featured actors and actresses such as Ming-na Wen, Rosalind Chao, Russell Wong, and Lisa Lu. The Joy Luck Club is an emotional tale about four women who saw life as they had seen it back in China. Because the Chinese were very stereotypic, women were treated as second class citizens and were often abused. Through sad and painful experiences, these four women had tried to raise their daughters to live the American dream by giving them love and support, such things which were not available to them when they were young. These women revealed their individual accounts in narrative form as they relived it in their memories. These flashbacks transport us to the minds of these women and we see the events occur through their eyes. There were many conflicts and misunderstandings between the two generations due to their differences in upbringing and childhood. In the end, however, these conflicts would bring mother and daughter together to form a bond that would last forever. The setting played an important role in the effectiveness of the movie. The setting of The Joy Luck Club was set in various locations. Some were filmed in San Francisco and others were taken in China. Because the story dealt with the Chinese people and their customs, it would be logical for the producer to direct the film in China where it all started. The producer moved the setting back to the United States when they dealt with the daughters. Because the movie moved back and forth from the forties to the sixties and to the nineties, the producers had to use various symbolic signs to tell its viewers the period of time. For example, songs, costumes, and hair-do's help us determine the time. The Joy Luck Club displayed a variety of costumes. They used Chinese garments and clothing to give its viewers a sense of the Chinese tradition and culture.

Explanatory Concepts in Political Science Essay

Since 1979 there have been dramatic changes in both the structure and organisation of the Labour Party. In part, this was in response to their failure to win a general election between 1979 and 1997. However, the change goes much further than that and can be perceived as a reflection of the continued struggle between ideologies of different factions within the party. This essay will first try to establish what ‘Old’ Labour was and what it stood for. Then, scrutinising ‘New’ Labour, this essay will discus if, how and why the Labour Party changed and identify the key differences between ‘old’ and ‘new’ Labour. The Labour Party was initially established as a party to represent the newly enfranchised working class in Parliament. Growing out of the Labour Representation Committee (LRC), the party owed its existence to various trade union and socialist organisations. Consequently, right from its inauguration, the party’s primary purpose was to elect MP’s that would represent the interests of the unions. Although ostensibly not a committed socialist party, by 1918, the party had included Clause 4 in its election manifesto, the principle of public ownership which committed the party to nationalising land, coal mining, the electricity industry and the railways as well as declaring their intention to make rates of taxation steeply progressive to fund a major extension of education and social services.[1] Labour soon overtook the Liberals in popularity and rose to be the principle opposition for the Conservatives, forming three governments between 1926 and 1945. Post-war Labour fundamentally recognised the relationship between state and society in Britain and introduced a number of reforms in education, social security and welfare in an attempt to lay the foundations for a new, more caring society. The post-war Atlee government sent Labour on a trajectory towards socialism with commitments to economic planning in an attempt to reduce unemployment, a mixed public and private sector economy and a comprehensive welfare system which was endorsed by successive Labour and Conservative governments until 1979 when Thatcherism ideology took over. During this time Labour was widely perceived as being orientated towards a socialist perspective as the government took responsibility for unemployment, healthcare and housing. After Labour’s defeat by the Conservatives in the elections of 1979, the party went through a period of considerable internal turmoil that ultimately resulted in extensive reform of the structure and organisation of the Labour Party. Since 1979, there have been three distinct phases of change as ‘Old’ Labour became ‘New’. These can be defined as The Bennite challenge, Modernisation and New Labour. The first phase of this, the Bennite challenge led by Tony Benn attempted to redress the balance of power within the party. Aided by the leaders of some major trade unions at a special party conference in 1981, the party’s left wing activists succeeded in forcing through a number of internal organizational reforms that enhanced the power of grass-roots activists and trade unions in the selection of parliamentary candidates and party leaders. This change meant that ‘the party would now be committed to bringing about a fundamental and irreversible shift of power and wealth towards working people and their families’[2]. In response, a number of leading parliamentarians and supporters seceded from Labour and founded the Social Democratic Party in 1981. Labour presented a radical manifesto that proposed extensive nationalization of industry, economic planning, unilateral nuclear disarmament, and the withdrawal of the United Kingdom from the European Economic Community. The result was Labour’s worst national electoral defeat in more than 50 years. It was after this defeat that modernisation took place under the new leader of the Labour Party, Neil Kinnock, a politician who, despite his leftist credentials set about re-establishing Labour as a credible national electoral force. Kinnock’s â€Å"modernisation† process towards the beginnings of a ‘New Labour’ contributed to Labour’s electoral revival after the trauma of 1983. As well as explicitly rejecting nationalisation as a tool or goal of economic policy, Kinnock ‘set out to crush the revolutionary left by launching a series of expulsions of supporters of the Militant Tendency’[3] but it was not sufficient to deprive the Conservatives of their governing majorities in the general elections of 1987 and 1992. By the time that Blair took the Labour Party leadership in 1994, the leadership had reasserted its authority having introduced significant organisational reforms which broadened and centralised the decision making process within the party as well as removing all trace of links with Marxist socialist ideology. Traditionally, there had been a strong socialist link with the Labour Party through Clause 4. Despite opposition from many of the Old Labour leaders, the rank and file of the party was insistent on maintaining its Socialist roots right up to the 1990’s. In stark contrast to the rest of Europe, which by 1980 had largely rejected a fully-fledged socialist ideology, Labour maintained Clause 4 that sought to maintain its ideology of socialism and nationalisation. Clause 4 of the Labour Party’s constitution was an integral part of the party’s philosophy and ideology as it marked the party as ardently socialist. Clause 4 is as follows; â€Å"To Secure for the workers by hand or by brain the full fruits of their industry and the most equitable distribution thereof that may be possible up the basis of the common ownership of the means of production, distribution and exchange, and the best obtainable system of popular administration and control of each industry or service.†[4] The clause is clearly anti-capitalist and commits to replacing capitalism with a system of social ownership, justice and planning where more control is given to ‘the workers’. Dearlove and Saunders propose that in practise, Old Labour was happy to accept a capitalist economic order although they sought limited social ownership through nationalisation, limited redistribution or wealth and income through taxation and welfare and limited planni ng through national agencies. In practise then, Dearlove and Saunders suggest that Labour should have been considered as a ‘social democratic’ party rather than actively pursuing its formal socialist objectives. Following the election of Tony Blair in 1994 as leader of the Labour party, the party saw a series of programmatic and organisational changes; the party systematically reviewed its policies so as to re-embrace the mixed economy in the tradition of the revisionists of the 1950s. Labour had consistently struggled to fully implement socialism, and reject the capitalist system because of what many critics believed to be a lack of a proper plan of how to implement their socialist ideology and replace the capitalist system. Blair took the modernisation of the party to a new level, adopting the American idea of rebranding the party as ‘new’. The slogan, ‘New Labour, New Britain’ was unveiled and stuck as the new party name. Blair believed that the Left had to ‘modernise or die.’ [5] With the rejection of Clause 4, Blair and the modernisers showed little respect for Old Labour’s sacred cows; â€Å"state ownership, economic planning, Keynesian de mand management, full employment, tax-and-spend welfarism and close links with the trade unions†[6] and brought Labour back to win the next General election. New Labour is itself a contested term. There is much debate as to what exactly it means. Michael Freeden suggests that the ‘ideological map’ of New Labour is â€Å"†¦located somewhere between the three great Western ideological traditions – liberalism, conservatism and socialism – though it is not equidistant from them all.†[7] Some suggest ‘New’ Labour is nothing but a marketing ploy and product of Alistair Campbell’s PR campaign for Labour in an attempt to win votes. During the 1997 election campaign, the Conservatives tried to convince voters that New Labour was simply ‘Old’ Labour in disguise using the ‘New Labour, New Danger’ slogan. Some political scientists, notably Driver and Martell assert that the political positioning of ‘New’ Labour is nothing more than Liberal Conservatism. They would argue that ‘New Labour’ is simply an extension of Thatcherism inasmuch as it is no different from Thatcherite attempts to blend traditional conservative and classical liberal principles. Pointing to Conservative prescriptions regarding education, the family and welfare, they assert that ‘New Labour’ is simply a progression of Thatcherism. Blair sees ‘New Labour’ as a new means to an old end, believing that the party has the same values yet is using new ways to achieve these aims. Apart from the rejection of Clause 4, how then is ‘New’ Labour different from ‘Old’ Labour? Dearlove and Saunders regard ‘New Labour’ to be Liberal Socialism. New Labour has rejected its classed based socialism in exchange for what many believe to be ethical socialism which has been largely influenced by Blair’s own Christian beliefs and the Labour ‘tradition of self help and mutual aid. Dennis and Halsey have defined ethical socialism as ‘a moral community in which freedom is gained for every member through the sharing of what they have, in equal mutual respect for the freedom of all’. Where Thatcher ‘sought to temper the free market individualism of neo-liberalism with an emphasis on traditional conservative values’ Blair has tried to temper the individualism of neo-liberalism with traditional ethical socialist values of equality, fraternity, self improvement and moral rectitude, in an attempt to amalgama te neo-liberal economics and socialist ethics. Whereas ‘Old Labour’ had been based on the big ideas of socialism and collectivism for the advancement of the working class, ‘New’ Labour attempts to reconstruct the state with more democracy and individual responsibility based on ‘co-operative self-help’ and the idea of communitarianism whereby individuals have a responsibility to help themselves and those immediately around them in their community. There is a new emphasis on social cohesion and ‘New’ Labour’s attempts to repair the social fabric of society. ‘New’ Labour is attempting to maintain the dynamic, innovative and efficient aspects and advantages of a liberalised economy whilst trying to avoid the inimical and often inevitable social fragmentation. One aspect of this is the shift from the ‘Old’ Labour stance on providing a large welfare state as a means of creating a more egalitarian society to ‘New’ Labour’s smaller we lfare state which is based on the principle of ‘hand up, not hand-out’ and the idea that the community and the individual should exist for each other’s benefit. The Ethical Socialist ideals are further perpetuated with ‘New’ Labour’s belief in stakeholder capitalism – the idea that every citizen must be included in the society they live in by being made to feel they have a long term stake in it using the idea of the welfare state and universal provision of services such as healthcare and education. Unlike ‘Old’ Labour’s focus on the interests and needs of the working classes, the trade unions and the poor, ‘New’ Labour concerns itself with the interests of consumers, especially middle Britain and a new deal for citizens. Anthony Giddens argues that this is largely in response to the impact of ‘post-materialism’. This idea asserts, â€Å"after a certain level of prosperity has been reached, voters become concerned less with economic issues than with the quality of their lives.†[8] In order to get the middle England vote, New Labour needed to accommodate for these voters. Giddens also suggests New Labour’s shift is a reflection of class dealignment and the decline of the blue collar, working class which meant Labour could no longer rely on a consistent ‘class bloc’ to vote for them. ‘New’ Labour has largely rejected a Keynesian style economy using demand management style that had been characteristic of ‘Old’ Labour. ‘New’ Labour has also rejected its former ideology of nationalised industry and public ownership replacing this with a much more free market approach and even privatisation of some former publicly owned services such as the London Underground. To argue that there are no discernable differences between ‘Old’ and ‘New’ Labour would be both naà ¯ve and crass. Like most political parties, since its inception, Labour has evolved, changing both its organisation and ideology to reflect changes in society and voters needs. The gap between the Left and Right has significantly narrowed with ‘New’ Labour policy and there are undeniable elements of Thatcherism in ‘New’ Labour although it is certainly not merely an extension of this. Perhaps the most significant change to ‘New’ Labour, the amendment of Clause 4, can be attributed to class dealignment and the decline of the working class that has shifted Labour far away from its socialist and nationalising policies that used to provide the core of its ideology. ‘New’ Labour no longer seeks to nationalise and plan but rather prefers equality of opportunity rather than outcome. ‘New’ Labour is no l onger the preserve of the socialist working class; it has been transformed into a party for middle England as much as the workers. [1] John Dearlove and Peter Saunders – Introduction to British Politics 3rd Edition, Polity 2000 p.394 [2] ibid p.397 [3] John Dearlove and Peter Saunders – Introduction to British Politics 3rd Edition, Polity 2000 p.402 [4] The former ‘Clause 4’ of the Labour Party constitution [5] Tony Blair, speech to the Part of European Socialists’ Congress, Malmo, 6 June 1997 [6] Stephen Driver and Luke Martell – New Labour, Politics after Thatcherism 1998 Polity, p.12 [7] Michael Freeden – The Ideology of New Labour – Political Quarterly 70 (1999) p.48 [8] Anthony Giddens – The Third Way: The Renewal of Democracy Polity p.19