Indiviual Education Program (IEP) Research Paper

Indiviual Education Program (IEP) - Research Paper Example The IEP Standards document was devised by the US Ministry of Education in September 2000. (Ontario Ministry of Education, 2004). It is the requirement of law in US to prepare an IEP for children suffering from one of the disabilities recognized by the Individuals with Disabilities Education Act, as per the definition of U.S. Department of Education. (Beam, 2010). Such students are largely referred to as children with â€Å"special needs†. IEP pertains to students suffering from Autism and such other disorders. IEP is basically a whole plan of education meant to address the individualistic requirements of a student that coincide with his/her natural abilities. As the name implies, one IEP can not be applicable on more than one student. Meetings are arranged in which a team that includes but is not limited to the teachers, educationalists, parents and the student himself/herself conduct a discussion upon the issues with the student’s education and formulate the IEP through mutual consensus. The plan is prepared by educational specialists at the school of the student in mutual collaboration with the parents. The plan constitutes the division of everyday routine of the student into various activities that are essential for the attainment of education in the right manner. Activities are identified by the educational specialists keeping in view the interests and disabilities of the student. Goals to be achieved by the student in particular time limits are identified by the committee, and the provision of any services or additional facilities necessary for the attainment of the defined goals is ensured. The activities are scheduled carefully and parents are advised to confirm that their child complies with the activities as stipulated in the schedule. No one individual has a right to decide for the student. All members in the team concerned with the

Fast Food Popularity in China Essay Example for Free

Fast Food Popularity in China Essay Examine the reasons for the popularity of fast food restaurants in your country. When, why, and how have these restaurants become so popular? (Cause) Demonstrate the impact of this popularity on your country’s culture, i. e. , food, health, economy, lifestyle. (Effect) You will need to do some research on the fast food chains growth, menus, nutritional background, business models, and perhaps more. Your research should include more than one fast food restaurant. Recently, McDonald’s announced their plan to expand outlets from 1300 to 2000 by the end of 2013 in China. It is reported that the main purpose is to compete with KFC, which is the largest quick service restaurant brand in China with over 4,200 restaurants in more than 850 cities across China. The growing huge market and politic strategies taken by restaurants make fast food popular in China; this in turn has a great influence on China’s economy, culture and health. There are several of causes for fast food popular in China. On the first place, the growing market and industry attract plenty of fast food restaurants. Chinas fast food market worth over 700 billion yuan in the last year and had a rapid speedabout 12 percent in the past several years. Furthermore, the market is estimated to grow to 1400 billion yuan by 2015. The second main cause of this popularity is some strategies taken by fast food brands especially localization. Take KFC for example, the brand adds many localized product like Beijing Chicken Roll, tomato egg soup and corn salad to meet Chinese consumers demand. The popularity also brings some effects especially for Chinese culture. First, the change reflects on food consumption habits. For example, Yum! China’s menu is dominated by meat-rich food except for breakfast. Furthermore, fast foods are becoming affordable by most people so that the brand opens almost one third of its restaurants in countryside. Second, traditional wedding has been influenced with wedding services provided by some fast food brands. Nowadays, to compare with Chinese traditional, extravagant and tawdry weddings, more and more young people in China prefer smaller, easier and cheaper weddings. Many fast food restaurants contribute to this tendency like McWedding offered by McDonald’s, which is held by restaurant assistants with a more intimate and less costly way. In short, fast food popularity has an effect on Chinese eating habit and wedding tradition. Also, the popularity has an effect on economy. For one thing, it increases the revenues for economy. The revenue of fast food industry in 2011 is $74. 8 billion which benefits the economy in turn. More important thing is that the revenue will keep growing at the rate of 14. -15. 0% in the next five years. For another thing, it influences the agriculture. With the explosive development of fast food industry, many grain farms are out of use. In 2011, there are roughly 700 thousand hectares of arable land are reconstructed to raise livestock or fowl instead of growing grains. As a result, China needs to rely more on importation and increase grain imports. In 2010, China imported 927 (1000 MT) wheat, while in 2012, nearly 3200 (1000 MT) wheat were imported. It is obvious that the popularity benefits China’s revenue while harming the agriculture foundation. Finally, the popularity also carries two problems for people’s health: obesity and diabetes. The number of overweight people has grown from 18 to 100 million in the last 5 years with the rapid development of fast food industry. As a result, many complications like high blood pressure and diabetes become more common in China. Take diabetes for example, there are over 92 million adults suffer from diabetes and the costs of diabetes make up nearly 1. % of GDP. It is undeniable that fast food restaurants make Chinese people cost a lot on their health especially on the treatment of diabetes. In conclusion, the pursue towards maximum profits and proper strategies contribute to the popularity of fast food in China, as a result, China’s culture, economy and Chinese health. In the foreseeable future, the popularity of fast food will last for a lone time and will have long-term effects in china.

Polis of Sparta Essay -- History, The Spartan Society

In this essay, I am going to talk about the main features in the polis of Sparta during the archaic period (C800 - 470BC). I will discuss factors such as the importance education, social hierarchy, military status, religious practices, and the role of women. In Sparta, the education and training system of a new-born literally began at birth. With each new child, there was to be inspection of its fitness. The first test came from its mother, the child would be bathed in wine to test its constitution. (Holland, P.81). Following this, it would be taken to the Gerousia, the Spartan council of elders. If they saw in the child any obvious deformations, or signs of weakness in response to simple gestures, it would be deemed unfit and ordered to be discarded on Mount Taygetus, the "Apothetae" (deposits). (Holland, P81). The purpose of this was to keep the Spartan population strong and free of disease. Although they would have had no idea what eugenics were, this was in fact an early form of the activity. As a result, only the healthiest of children would be permitted to live and, effectively, continue in their training. From this point on, the Spartan education and training regime, known as the "Agoge", would play a major role in the upbringing of all male Spartans. (Holland, P84). Rigorous military training would begin for males at the age of seven. To begin with, there would be an emphasis on the importance of the Spartan state, over any self-interest or desires. This continued throughout the training and ensured loyaty to the state first and foremost. (R.L.F. P.71). The boys lived in communal messes and were deliberately underfed to encourage them to steal food. With what food they did have, the Black Broth, which was a so... ...e a single arrow was fired, or a sword drawn. Such was the fear that they imposed upon their enemies, turning their blood to ice with the sight of their impenetrable wall of toughened soliders. (Holland, P76). In conclusion, I think it is clear to see that the unique approach to politics that the Spartan polis used in terms of structure had a significant influence at the time. Admired in their approach to raising respectful, sturdy citizens, they served as a model not just for the structure of a society but also for the development of one of the most important changes in the ancient world – professional soldiers. It could even be argued, I think, that the Spartan constitution was one of if not the first form of democracy, given the nature of the control over kings that the council of Elders had, who were themselves elected by members of the Spartiate population.

Symbolism in Fahrenheit 451 by Ray Bradbury Essay -- Fahrenheit 451 R

Ray Bradbury’s satire, Fahrenheit 451, is a novel full of symbols criticizing the modern world. Among those symbols appears The Hound. The Hound’s actions and even its shape are reflections of the society Bradbury has predicted to come.   Ã‚  Ã‚  Ã‚  Ã‚  Montag’s world continues on without thought; without any real reason. There is no learning, no growth, and no purpose. â€Å"The Mechanical Hound slept but did not sleep, lived but did not live in its gently humming, gently vibrating, softly illuminated kennel back in the dark corner of the firehouse'; (24), wrote Bradbury to describe this hound. Like the hound, society was alive yet dead as well, drudging through life; mindless. The Hound was a programmed robot that didn’t thing on its own; that only acted as it was told. Captain Beatty states, â€Å"It just ‘functions’. It has a trajectory we decide on for it. It follows through. It targets itself, homes itself, and cuts off. Its only copper wire, storage batteries, and electricity'; (20), and â€Å"It doesn’t think anything we don’t want it to think'; (27). That society was programmed to not think, wonder or ask why. They didn’t do anything that they weren†™t supposed to do. Today, everything is happening just as The Hound is controlled. Programming is happening in our very world. Take schools for example. Consider Pavlov’s experiment with ringing bells to provoke an automatic response in dogs. He rang a bell; the dogs salivated expecting food. The school board rings a bell, and students ris...

Review of Mel Gibson as Hamlet Essay

In Franco Zeffirelli’s Hamlet he seems to have no intention of changing the material of the play or giving it any sort of new unique perspective. Some mscenes have been revised or talks moved starting with one character onto the next, but aside from the scene added after Hamlet’s father’s death where Claudius, Gertrude, and Hamlet argue over his body, being added, the movie is fairly accurate to the original play. From the film’s first scene, which happens not on the bulwarks with the phantom of Hamlet’s father however at the killed lord’s memorial service, we are bolted into Hamlet’s anger and disillusionment. Gibson plays him, there’s nothing adademic or neurasthenic about this irate youthful man; he’s not a hypochondriac. Rather, he appears to be somewhat foursquare and plain and all excessively advocated in his shock. Gibson’s execution is powerful and extravagant; he’s amusing to watch, and thereâ€℠¢s never a minute when he appears to be short of what sufficient to the undertaking he’s embraced. At the end of the day, he practically pulls it off. Where Gibson falls flat is in making the part his own. Not even once do we sense the performer feeling his route through the part, taking it inside and re-envisioning it for himself. Gibson peruses the part well, however in his grasp the verse never wakes up. He doesn’t thoroughly consider his direction his enormous monologues, uncovering them as he comes; he presents them, in the same way as an A person who’s carried out his homework. Thus, there aren’t numerous dim corners in this present Hamlet’s mind. Others in the cast make up sort of for this lack. There’s honest to goodness slightness and franticness, for instance, in Helena Bonham-Carter’s disentangled Ophelia; she’s similar to a cloth doll losing its stuffings. What’s more Paul Scofield’s concise presence as the ruler has an unpleasant gravity. Gibson has no less than one bravura minute, however. It comes when he jumps on his mother (Glenn Close) in her bunk after he’s wounded Polonius (the celestially confused Ian Holm), and there’s such exposed sexual animosity in the assault – and its met with such open ardor from Clos e’s Gertrude – that for a moment the relationship appears laden with until now undreamed-of potential outcomes. It’s a mixing, nervy meeting. This is Close’s best minute as well. Anyhow if the foundations of Gibson’s execution are in the twentieth century, Close’s are in the nineteenth. Generally she appears corseted and counterfeit, in the same way as a dramatic grande woman unable to relax. (Her passing scene, however, is  a genuine corker.) Bates admissions better as Claudius, especially in the last scene when, by mishap, Gertrude drinks the toxic substance that he’d planted for Hamlet, and the look all over turns into that of a terrible doggy sitting tight for its discipline. As an executive, Zeffirelli is preferred with furniture over he is with the Polaroid, yet in this last scene he does animate himself to a swashbuckling thrive. In organizing his â€Å"Villa,† Zeffirelli hasn’t exceeded himself or made saddling requests on the parts of his gathering of people that could be greater enthusiasts of Mel Gibson than they are of Shakespeare. What he’s carried out, basically, is strap a couple of skates on its feet and point it downhill. He’s made a populist, respectable and determinedly not for the ages.

Kafkas Truth Essays - Diarists, Fabulists, Franz Kafka, Free Essays

Kafka's Truth Essays - Diarists, Fabulists, Franz Kafka, Free Essays Kafka's Truth Catherine Jones Dr. Shepherd Lit 2020 05 April, 00 Kafkas Truth Despite the intentional ambiguity in his work, Franz Kafkas stories do contain a few common thematic threads. Kafkas search for truth, be it about relationships, justice, religion, or human nature is the one interpretation that most critics agree upon. Wilhelm Emrich, a highly acclaimed professor in Berlin, states that Kafkas writings can only be interpreted by accepting the full truth: An assistive and willing readiness for the full truth means the ability to renounce all personal, limited ideas, wishes, and efforts of will and to enter into the fullness of all of that-which-is (50). What he is suggesting is that in order to truly hear what Kafka has to say, one is required to completely disregard the conventional. For example, if one were to read The Metamorphosis, and merely regurgitate the surface details of the story, they would entirely miss the truth behind it. On the level of relationships, the average reader might be touched by the familys tolerance for the creature, noting that they may not have been able to do the same in a similar situation. He or she may overlook the truth of this story as the realization that even the most beautiful, most tender relations among people are founded on illusions (Emrich, 142). Where was the beloved sister after his presence became burdensome? Did his family not remember his contributions to pay off the debts owed by his father? Of course not, because they became comfortable in their situation and took Gregor for granted. When his family was convinced that no hope remained for his recovery, they moved on with their lives as if Gregor no longer existed. It is difficult to draw from The Metamorphosis, any particular divine theme without first knowing that religion was the whole world to Kafka and that he viewed the total sum of possible experience in terms of religion (Muir, 36). There is a subtle religious inference within Gregors beetle existence where he seeks the way to the unknown nourishment he had been longing for (Emrich, 145). Is he longing for God, or looking for comfort in His absence? The first meal that Gregor was given consisted of bread and milk. Bread symbolizes that which is sacred in some religions. Catholicism, for example, blesses bread as the body of Christ. In biblical parables, seven loaves were broken to feed a large crowd. When Gregor refused the bread and milk, one might infer that he was rejecting God for putting him in his unthinkable condition. Emrich emphasizes Gregors possible rejection of faith: A modern man in his alienated condition, treated as an insect by his fellows who think only of appearances, frustrated in his longings which he is unable to communicate, swept awayand all the while, an unacknowledged religious victim(36). Human nature is difficult to describe, especially when one is expected to think outside of that-which-appears-to-be instead of that-which-is. After Gregor realized his metamorphosis, he still attempted to carry out his life as usual, perturbed not because he was a beetle, but because his daily work routine was disrupted. He was in a state of unresolved conflict between work and ego (Emrich, 136), meaning that although he acknowledged his changed condition, though barely, Gregor still believed that it would not hinder his ability to perform his work duties. It seems odd that Gregor, who disliked his job, would not view his metamorphosis as a clear reason to abandon it. Gregor thought to himself on that morning, If I didnt have to hold my hand because of my parents Id have given notice long ago, Id have gone to the chief and told him exactly what I think of him (Kafka, 1123). It is when this point arises that Kafka illustrated true human nature: man works out of obligation or duty, not because he enjoys it. Gregor is trapped in his insect form, just like he was trapped in his job. Self-realization and fear of death are other issues Kafka deals with in Metamorphosis. Gregor takes a long, deep look at himself and discovers his fearsome counterpart (Fickert, 47). The moment that he accepted being a beetle and started living like one, symbolizes the moment Man first

buy custom Effects of New Technologies essay

buy custom Effects of New Technologies essay The word technology derivates from Greek word technologia which refers to, the practical submission of knowledge, principally in a particular discipline of study. It is significant to note that technology is a conceptual term that falls short of a particular universally acceptable actual definition. Nevertheless, it can be referred to as, the utilization and application of knowledge pertaining to techniques, crafts, tools, systems or methods of organization, or a substantial end product of these things, such as computers. It is a remark that is utilized collectively to depict or illustrate the undertakings, creations, views, advancements, knowledge and abilities of a distinct faction of natives (Basalla 25). Impact of New Technology All through the past, technologies have considerably impacted on the lives of human beings and other animal species in their capacity to manage and adapt to their innate atmosphere. Traditionally, human beings commenced the exploitation of technology with the invention of the accessible innate resources into easy tools and equipment. For example, the comprehension of the ability to control fire improved the available sources of food, while the discovery of the wheel aided the human beings to organize their environment and boost transport. On the other hand, contemporary technological innovations such as the printing press, television, the telephone and the internet have decreased the physical impediments of communication. Furthermore, they have facilitated rapid and free associations among the humans globally by transforming the planet into a global village. As much as not all technologies have been utilized by human beings for serene intentions, the positive impact it has on the soc iety is immense (Basalla 26). This paper delves into how the employment of machines has affected the competence of employees and computer and cell phone effects to the society

DOWN SYNDROME Essays - Chromosomal Abnormalities, Cytogenetics

DOWN SYNDROME Essays - Chromosomal Abnormalities, Cytogenetics DOWN SYNDROME By; Theodore Kirk INTRODUCTION In every cell in the human body there is a nucleus, where genetic material is stored in genes. Genes carry the codes responsible for all our inherited traits and are grouped along rod-like structures called chromosomes. Typically, the nucleus of each cell contains 23 pairs of chromosomes, half of which are inherited from each parent. Down syndrome occurs when an individual has a full or partial extra copy of chromosome 21. The cause of the extra full or partial chromosome is still unknown. Maternal age is the only factor that has been linked to an increased chance of having a baby with Down syndrome resulting from nondisjunction or mosaicism. However, due to higher birth rates in younger, 80% of children with Down syndrome are born to women under 35 years of age. In my research paper I will be taking a closer look at the genetic disorders cause and effect. What is Down syndrome? Overview Down syndrome is a chromosomal condition that is associated with intellectual disability, a characteristic facial appearance, and weak muscle tone in infancy. All affected individuals experience cognitive delays, but the intellectual disability is usually mild to moderate. Case in point: I had a set of fraternal twins (boy/girl), and my son was Down syndrome and so this is why this subject is of great importance to me. Babies that are born with this genetic disorder may have a variety of birth defects. About half of all affected children are born with heart defect. Such as the case with my son, he was born with two holds in his heart and also suffered with digest abnormalities. Children with Down syndrome have increased risk of developing several medical conditions. These include gastro esophageal reflux, which is a backflow of acidic stomach contents into the esophagus, and celiac disease, which is an intolerance of a wheat protein called gluten. About 15% of children with Down syndrome have an underactive thyroid gland. The thyroid gland is a butterfly-shaped organ in the lower neck that produces hormones. Individuals with Down syndrome also have an increased risk of hearing and vision problems. Additionally, a small percentage of children with Down syndrome develop cancer of blood-forming cells (leukemia). Delayed development and behavioral problems are often reported in children with Down syndrome. Affected individuals speech and language develop later and more slowly than in children without Down syndrome, and affected individual speech may be more difficult to understand. Behavioral issues can include attention problems, obsessive/compulsive behavior, and stubbornness or tantrums. A small percentage of people with Down syndrome are also diagnosed with developmental conditions called autism spectrum disorders, which affect communication and social interaction. People with Down syndrome often experience a gradual decline in thinking ability (cognition) as they age, usually starting around age 50. Down syndrome is also associated with an increase risk of developing Alzheimer disease, a brain disorder that result in a gradual loss of memory, judgment, and ability to function. Cause for Down syndrome In 1959, the French physician Jerome Jejune identified Down syndrome as a chromosomal condition. Instead of the usual 46 chromosomes present in each cell, Lejeune observed 47 in the cells of individuals with Down syndrome. It was later determined that an extra partial or whole copy of chromosome 21 resulted in the characteristics associated with Down syndrome. In the year 2000, an international team of scientists successfully identified and catalogued each of the approximately 329 genes on chromosome 21. This accomplishment opened the door to great advances in Down syndrome research. There are three types of Down syndrome: trisomy 21 (nondisjunction), translocation and mosaicism. My research focus will be on trisomy 21, because this one was my sons condition and it accounts for 95% of cases. TRISOMY 21 (NONDISJUNCTION) Down syndrome is usually caused by an error in cell division called nondisjunction. Nondisjunction results in early embryo with three copies of chromosome 21 instead of the usual two. Prior to or at conception, a pair of 21st chromosomes in either the sperm or egg fails to separate. As the embryo develops, the extra chromosome is replicated in every cell of the body. DOWN SYNDROME DIAGNOSED There are two categories of tests for Down syndrome that can be performed before a baby is born: screening tests and diagnostic tests.

Business Models and Planning Essay Example | Topics and Well Written Essays - 750 words

Business Models and Planning - Essay Example In this business; picking unused and old clothes, the daily operation includes creating awareness to the majority within the surrounding region of the business. The awareness will enhance the collection since people will see the essence of disposing of the clothes in a more fashionable way where they benefit from the entrepreneur who collects the clothes. In terms of equipment, those that are assigned to collect the clothes are equipped with enough storage materials and effective means of transport that helps in transporting the clothes from long distant places. Business operations involve the different process for effective management and daily operations for the success of the business (Greasley, 1999, p. 1). The process of collecting clothes starts from the point of notification to the surrounding residents where the activity will be conducted. Clothes are given in exchange for money for those who wish to sell theirs. However, since the business involve value addition to the collected clothes; the price for purchasing used or old clothes is relatively low compared to the normal price in the market. The business main activity is collecting old and unused clothes. The materials (clothes) are acquired from the neighboring residents and sometimes from different places. The method of acquisition is in line with the regulations of federal policies especially on the environmental issues. The clothes are collected from various collection points placed by the company under the management of different agents of the company. Since the business is associated with bulky jobs and many operations, the company gives the contract to some service providers to carry out the exercise on behalf of the company. Outsourcing the work to a service provider has added advantage especially to quality service provision. There are different techniques that the company can use to produce quality product, but, in this case, line production and continuous flow production will

HSA 535 WK7 DB1 Utilizing Cohort Study Designs to Track CVD Coursework

HSA 535 WK7 DB1 Utilizing Cohort Study Designs to Track CVD - Coursework Example Therefore, based on what I know regarding steps intended to shun CVD, those applied or embraced in my residential region are not that effective and entail improvement. This is through a knowledgeable social worker who will equip people with adequate information concerning this malady. Hence, know how to manage their conditions coupled with the health to prevent this malady, which at advanced stage in numerous occasions end up characterized by other varied chronic illnesses. Some of the steps that I may advocate include, The critical information required encompasses ascertaining the extent of malady or conditions of the respective subjects before any observation commences. This is to ensure subjects meant for observation all despite exposed to same predetermined conditions before any recording. Then exposure commences for the cohorts as per their array of a given experiment to ascertain outcomes in each experience, which might take certain and varied durations based on what the experimenters intend to observe and ascertain. In certain situations, in obtaining the desirable outcomes may entail specific considerations or modifications. Hence, act as a way to induce certain suppressants or aspects that will trigger clear observations. I am impressed by your research and how you have relayed information based on concrete facts. This is in such a manner the information is easy to comprehend besides having relayed statistics regarding different Virginia mortality rates due to circulatory system since 2001. The text though its information relayed in an extremely crystallized manner, it is a comprehensive study showing essential facts especially to the social workers. In addition, I concur with you what this data will be essential for health practitioners in curbing the respective maladies and equipping people with the right

Gender Role and Behavior Case Study Example | Topics and Well Written Essays - 1000 words

Gender Role and Behavior - Case Study Example This interview has been guided by the theories laid out by Devor and aims to provide a succinct analysis of an increasingly relevant phenomenon. The aim of the research undertaken is to explore the ways in which gender is understood and explained by people today. Unlike sex, gender is artificially imposed and although based upon biological differences between men and women, gender is socially constructed. As a social construct, gender roles, behaviors, attitudes and expectations are created by society and enforced by social norms. The funny thing about gender is that we are led to believe that it is innate and something that we are born with. As Aaron Devor so eloquently points out in his groundbreaking and incredibly illuminating essay, "Gender Role, Behavior and Attitudes", gender is created, acquired and constructed by the greater society at large. Sex has a biological basis and is predetermined at birth. Gender, on the other hand, is a social construction and gender roles and expectations are unique to each and every society. ... Accordingly, a qualitative analysis suits the parameters of this project best. This project will be the result of extensive research and the bulk of the data explored will be obtained through scholarly analysis of gender theory as well as a comprehensive literature review of all current scholarly information on the subject. Although primarily qualitative in nature, if quantitative data is available, this information has been integrated into the overall analysis. To this end, scholarly journals websites and the latest books on the subject will be utilized. This research intends to undertake data collection through extensive research and coding of relevant information. An in-depth interview will take place to understand peoples' perspectives on the social construction of gender today. In addition to scholarly research on the subject, this researcher has sought out primary documents from a variety of actors, both at home and abroad. Through an in-depth interview I aim to provide a comprehensive analysis of the issues at hand. Our interview structure will be followed by survey research in the form of a questionnaire, in order to form generalizations. Validity will be obtained through the interview process and while generalisability may be a challenges due to the limited scope of the interview, the findings may have wider implications. In order to provide findings which are applicable in the modern world, the interview will be structured in a complete manner which will be formal and professional. Accordingly, the interview questions will not be leading, nor offensive and will not affect the respondent in any negative way. In order to ensure the

Marketing Performance Report - CUERO Ltd Essay Example | Topics and Well Written Essays - 1000 words

Marketing Performance Report - CUERO Ltd - Essay Example He had been successful in creating a brand identity for different product lines such as Leathercraft, Ritz and Savoy, also changing name of the shops to ‘Shoeshop’ after purchasing them from the Dent Group. Earlier, Wood had a market niche for only two types of foot wears, the hand-crafted men’s shoes and boots of quality construction for commercial usage but when he saw an opportunity to diversify and cater to other market areas, he grabbed the chance of acquiring 60 independent shops of the Dent Group to cover wider areas for the sale of his company shoes. All the shops sold by the Dent Group were located at premium sites in 60 different towns and cities. This was a huge marketing strategy initiative on the part of Frank Wood to expand business (Case Study). It is very interesting to acknowledge that the company did not run any advertisement initiatives for marketing of the foot wears manufactured at the in-house facility in the mid-twenties. It achieved customer recognition on tradition, location and branding. The company made use of only selective marketing tools; it did not indulge in direct marketing as a promotional strategy. Generally, companies follow an integrated marketing strategy (IMS) for improving customer focus. IMS promotes the sale of goods and services through internal marketing, print media and other levels of integration such as Horizontal, Vertical, Internal, External and Data integration (MMC 2009). CUERO Ltd. in stead relied on one major acquisition of all stores of a popular brand, leveraging from the bargain financially and changing the brand name of the acquired shops to ‘Shoeshop’. CUERO Ltd. relied on its own sales stores in stead of developing a public relations strategy. Sales stores located on premium shopping locations by its brand name through a network of its own sales and marketing teams in 60 small and big towns did the marketing and promotion function (Case Study). CUERO diversified its manufacturing of shoes into children’s segment of customers long time back, thus, capturing a huge potential of the children’s shoes market. It helped greatly in earning huge profit margins as it opened another manufacturing plant to cater to the newly acquired niche area of children’s shoes. Till 1990, the company performed very well even amidst non-conducive market environment prevailed upon from the opening of super markets, contraction in the UK shoe manufacturing industry, sourcing of foot wears from outside and changing trends in foot wear industry. Competitive rivalry was also ignored because of the sound financial position of the company (Case Study). Marketing functions were controlled centrally from the Head Office, managed with the help of limited staff including one marketing manager, three merchandisers, four product managers, three sales people, one resource to deal with advertising and two support staff. For any other competitive firm, this strength of marketing team could have been insufficient but CUERO managed on the previously earned reputation, as the bosses wanted the staff to strictly tow the traditional line (Case Study) Pricing policy was rigid as merchandisers added the fixed and pre-settled ratio of profit on the actual cost of foot wear irrespective of the market dynamics. Innovation was rarely allowed to the merchandisers; all innovation was limited and tailored to back up the product design inside the factory premises only. The promotional tool, thus, was not fully exploited by the company. Good thing was that market analysis was done statistically on product style, colour and price to get first-hand information of the market trends but it was unfortunate that the gathered data was not us ed intelligently on the name of following traditions of the company. No leverage could be achieved from the gathered information

The Leitmotif Principle Essay Example | Topics and Well Written Essays - 2000 words

The Leitmotif Principle - Essay Example Today many types of music that have dramatic narratives ranging from television, video games, movies and rock operas borrow a lot from the leitmotif approach (Gorbman, 1987:43). This paper will discuss the leitmotif principle in opera and film. It will also explain and illustrate the operation of the principle during the nineteenth century opera and the influence and legacy it had on the twentieth century art. The term leitmotif was first introduced to the operas by Richard Wagner describing a recurring melody related to a specific object, character, emotion, people or idea. A musical phrase occurs constantly and is associated with the above aspects (Dahlhaus, 1989:195). This principle has been used as a standard technique or method of how film music or dramatic music is used and was applied especially during the era of classical Hollywood films during the nineteenth century (Burt, 2000:34). Some of the notable composers who used the principle in their works include Max Steiner and Erich Korngold. It is important to ask what qualifies as a leitmotif in film. To answer this question, several factors characterise a work that can be considered to have used the leitmotif principle.

Marketing Performance Report - CUERO Ltd Essay Example | Topics and Well Written Essays - 1000 words

Marketing Performance Report - CUERO Ltd - Essay Example He had been successful in creating a brand identity for different product lines such as Leathercraft, Ritz and Savoy, also changing name of the shops to ‘Shoeshop’ after purchasing them from the Dent Group. Earlier, Wood had a market niche for only two types of foot wears, the hand-crafted men’s shoes and boots of quality construction for commercial usage but when he saw an opportunity to diversify and cater to other market areas, he grabbed the chance of acquiring 60 independent shops of the Dent Group to cover wider areas for the sale of his company shoes. All the shops sold by the Dent Group were located at premium sites in 60 different towns and cities. This was a huge marketing strategy initiative on the part of Frank Wood to expand business (Case Study). It is very interesting to acknowledge that the company did not run any advertisement initiatives for marketing of the foot wears manufactured at the in-house facility in the mid-twenties. It achieved customer recognition on tradition, location and branding. The company made use of only selective marketing tools; it did not indulge in direct marketing as a promotional strategy. Generally, companies follow an integrated marketing strategy (IMS) for improving customer focus. IMS promotes the sale of goods and services through internal marketing, print media and other levels of integration such as Horizontal, Vertical, Internal, External and Data integration (MMC 2009). CUERO Ltd. in stead relied on one major acquisition of all stores of a popular brand, leveraging from the bargain financially and changing the brand name of the acquired shops to ‘Shoeshop’. CUERO Ltd. relied on its own sales stores in stead of developing a public relations strategy. Sales stores located on premium shopping locations by its brand name through a network of its own sales and marketing teams in 60 small and big towns did the marketing and promotion function (Case Study). CUERO diversified its manufacturing of shoes into children’s segment of customers long time back, thus, capturing a huge potential of the children’s shoes market. It helped greatly in earning huge profit margins as it opened another manufacturing plant to cater to the newly acquired niche area of children’s shoes. Till 1990, the company performed very well even amidst non-conducive market environment prevailed upon from the opening of super markets, contraction in the UK shoe manufacturing industry, sourcing of foot wears from outside and changing trends in foot wear industry. Competitive rivalry was also ignored because of the sound financial position of the company (Case Study). Marketing functions were controlled centrally from the Head Office, managed with the help of limited staff including one marketing manager, three merchandisers, four product managers, three sales people, one resource to deal with advertising and two support staff. For any other competitive firm, this strength of marketing team could have been insufficient but CUERO managed on the previously earned reputation, as the bosses wanted the staff to strictly tow the traditional line (Case Study) Pricing policy was rigid as merchandisers added the fixed and pre-settled ratio of profit on the actual cost of foot wear irrespective of the market dynamics. Innovation was rarely allowed to the merchandisers; all innovation was limited and tailored to back up the product design inside the factory premises only. The promotional tool, thus, was not fully exploited by the company. Good thing was that market analysis was done statistically on product style, colour and price to get first-hand information of the market trends but it was unfortunate that the gathered data was not us ed intelligently on the name of following traditions of the company. No leverage could be achieved from the gathered information

THE ATOMIC BOMB Essay Example | Topics and Well Written Essays - 1250 words

THE ATOMIC BOMB - Essay Example At the end of the study, reasons are provided as to why standing armies’ war cannot be similar to war waged by small armed groups. On the 6th day of August 1945, an American B-29 bomber dropped two atomic bombs in Nagasaki and Hiroshima, bringing the Second World War to an end. The dusk of the war, however introduced a new dawn of controversies regarding deliberate attack of civilians in wars, whether the use of the atomic bomb was necessary, and whether war is a practice only reserved for standing armies and nations as opposed to small armed groups. Concisely, America transformed the style of war on the planet in that prior to the Nagasaki/Hiroshima bombings; civilians had never been portrayed as participants or targets in war. Further debates emerged that the atomic bomb claimed fewer lives than what the actual War could have cost had it been allowed to extend beyond 1945. Owing to the new style of warfare introduced by the atomic bombs’ use, warfare on the planet has taken different paths in which case civilians are now part of wars, terrorism is portrayed as a justifiable practice by some, and war is now split between standing armies and small armed groups. In the light of these, the following discussion text will argue why deliberate attacks on civilians are illegitimate acts of war, that terrorism will never be a justified act, and that the practice of war should remain a preserve of nations and standing armies only; contrary to what the post-Hiroshima/ Nagasaki bombings implied. No definition of war would ever make sense if the terms â€Å"armed† or â€Å"weapons† did not feature anywhere in them. This is because war is a form of struggle against rivals as they strive to exercise victory over the other. As such, war has to be against an armed rival with another armed rival. In the event that one rival is unarmed, whatever struggle ensues thereafter takes an overly different definition from war. It may be

Workforce Diversity Essay Example for Free

Workforce Diversity Essay An organisation is said to be a social arrangement for achieving controlled performance in pursuit of collective goals (Buchanan and Huczynski, 2010, Seventh Edition). The social arrangement referred to the group of people who interacted with each other as a result of their membership in the organisation; whilst collective goals meant that the members shared the same goals and objectives. These concepts, especially collective goals, were the major arguments advocated by classical management theorists to explain the nature of economic and social life within the organisation. For example, Weber (1964) stressed the importance of rationality and impersonality, and argued that, managers and employees behaved and interacted in a stable and rational way. Henri Fayol (1916) also advocated for the subordination of personal interests and preferences because ignorance, ambition, selfishness and all other human passions tend to cause the general interest to be lost sight of However, as a result of modern growth and expansion of businesses in a globalized economy, corporations became more complex, providing manager with the problem of controlling and organising economic activities. It also resulted in the re-examination of using classical management theories in explaining the new social arrangement, as classic writers focused on rationality and impersonality as it improved organisational efficiency and tended to neglect what McGregor (1960) described as the human side of the enterprise. In other words, there was need to examine the social interaction amongst members of the organisation, as well as recognize that there were differences that existed that prevented a homogeneous workforce. It was these differences that are part of the workforce diversity concept. Workforce diversity, then, is the concept of accepting that the workforce consists of a diverse population of people. The diversity consists of visible and non-visible differences which will include factors such as gender, age, background, race, personality and work style. It is founded on the premise that harnessing these differences will create a productive environment in which everybody feels valued, and where their talents are being fully utilised (Fullerton and Kandola, 1994). In other words, workforce diversity concept accepts that there are fundamental differences in the organisations social arrangement and theses differences play a significant role in achieving organisational objectives, at is has both benefits and implications which can affect the company. Ignoring the importance of workforce diversity can cost the organisation time, money and efficiency. It can lead, for example, to an inability of the organisation to attract and retain talented people of all kinds. For example, Ron Ruggles (2004) argued that in the restaurant industry, it would be difficult to fully staff restaurants, retain management and staff at competitive leadership levels, as well as broaden our understanding of and appeal to our diverse customer base without diversity. We can see then, ignoring workforce diversity can lead to high employee turnover, which in itself would mean a loss in investment in recruitment and training. It would also lead to a limited customer base, thus reducing the potential profit to be earned by the organisation, and can cause the company that is not diverse to be viewed negatively by the public and customers, resulting in a further loss of goodwill and reputation. Ignoring workforce diversity can also lead to legal complaints and action, as the company may be perceived as discriminatory. For example, Clive Seligman (2003) highlighted the case of Wilfrid Laurier University in Ontario, Canada, which advertised a female only faculty position in Development Psychology, with Professor Angelo Santi, chair of the department , admitting that they would not consider a male for the position, even if he were to be better qualified. This practice could be seen as unfair and discriminatory and may have resulted in controversy and bad reputation for the University. This could also happen to an organisation if they were to utilize such practices. Despite this, workforce diversity also has benefits if managed properly, which would be of significant interest to the organisation. One benefit of managing workforce diversity is that it allows for better use of societys stock of human resources, and thus allows the organisation to access the range of skills, expertise and talents available. As Elaine Keight, manager of car manufacturer Jaguar Land Rover said, We are focusing on investing in our work environment to ensure that there are no barriers to anyone joining the company. We want to attract the best talent available, not just graduates, but from all section of the community. (Broughton and Strebler, 2008). This would be important to an organisation, as it should ideally pursue a workforce possessing different skills and backgrounds, and not just from a narrow cross section of society. Workforce diversity may also be significant to the firm in that it can improve levels of social understanding which may lead to new target markets. As Lynn Sullivan (1998) stated, Having a diverse workforce will result in having the capacity to develop more creative ideas and solve problems. After all, people of different backgrounds bring a wide range of experience and more ways of looking at an issue. Chris Pierce et al (2004) concurred, stated that recruiting and retaining people of diverse backgrounds who can share a common business approach is a priority Diversity in gender, age and race is correlated with superior business performance in worker productivity, gross revenue, market share and shareholder value. This means that members of a diverse workforce will be able to give different insights on particular problems and issues, for example, how different products and services may be viewed by different groups, either positively or negatively, which can be a useful tool for the organisation to gauge how successful the product might be. The challenge of workforce diversity, therefore, lies in the continuous improvement of integration and social acceptance of people from different backgrounds. People possess different human characteristics which influences the way they think, act interact and make choices. It is these differences which offer challenges to building trust and commitment and affect the ability to effectively function together. (Kelly, 2001). To address this challenge, management can promote diversity, by various methods, such as mentoring diverse employees; empowering employees to challenge discriminatory behavioural acts and perceptions, as well as provide training for increasing the accuracy of perceptions, and create an appreciation for diverse skills. By doing this management can avoid future problems as well as deal with current issues that may occur in the organisation, thereby improving and strengthening organisational performance. We have, therefore, evaluated the significance of workforce diversity as it relates to the modern organisation, by analyzing the benefits and challenges of workforce diversity, as well as the consequences and adverse repercussions the organisation may encounter if it were to ignore workforce diversity issues.

Financial Performance of Morrisons PLC

Financial Performance of Morrisons PLC Part 1 Project Objectives and Overall Research Approach 1.1 Introduction Markets across the world are gradually lifting themselves out of the doom and gloom of recession. Most markets in the UK have shown relative resiliency as they try and recover. Consumer spending and confidence have been fairly low due to adverse pressures created by the implementation of stringent fiscal and monetary policies by the government. The past couple of years have seen the worst effects of recession, hence businesses had to improvise and develop strategies which would focus on retaining existing customers while attracting new customers simultaneously. WM Morrison Supermarkets plc (herein after simply Morrison) has been a success story amidst all the large scale corporate failure and has managed to remain profitable while its competitors and businesses in general have struggled a great deal. Morrisons was founded by William Morrison in 1899, operating as an egg and butter stall in Bradford, North West England. From its humble beginning Morrisons grew rapidly both in terms of its size and its product portfolio. It was only in 1967 that Morrisons was first floated on the London Stock Exchange. As per TNSglobal.com (Nov 08) Morrisons accounted for 11.8% of the total retail supermarket share in the year 2008, making it the smallest of the big â€Å"four† supermarkets. Morrisons operated predominantly in Northern England and it was only in 2004 that Morrisons expanded its operations in the southern part of the UK through the acquisition of Safeway superstores. Further, as per the Annual Statements published in 2010, Morrisons turnover stood at  £15.4bn which was generated from 420 superstores all across the UK. Morrisons operates entirely in the UK market. 1.2 Reasons for choosing the topic Morrisons mission statement which states â€Å"Keeping things simple† has often fascinated me as to how could such a massive organisation operate effectively by keeping things simple at all times. Therefore I choose to analyse the financial statements of Morrisons PLC over a three year period which would provide me answers to my personal curiosities whilst also completing an important research report in my academic career. Most of the knowledge required to compile the research report was acquired through my ACCA studies but this report took me one step further as it provided me with a platform from where I could apply my knowledge in a real life scenario. 1.3 Project Objectives This project report aims to achieve the following objectives: Analysis of the business and financial performance of Morrison PLC over a period of three years i.e. from the 1st of February 2007 to 31st of January 2010. A reflective analysis of the year on year performance of Morrison PLC with critical analysis of the effectiveness of current business strategies and their adequacy to deal with future business and market challenges. Evaluation of Morrisons competitive market position in comparison with its major competitors (with particular emphasis on J Sainsbury PLC, herein after simply Sinsburys). 1.4 Research Questions The project report aims to answer the following research questions: Effectiveness of Morrisons operational and financial strategies over the three year period in review. How well did Morrison perform in comparison to its major competitors (through the use of analytical analysis tools such as ratio analysis)? 1.5 Research Approach Following is the research methodology adopted while compiling this research report: Evaluating Morrisons business performance through the use of business models such as â€Å"PESTEL†, â€Å"SWOT† and â€Å"Porters 5 forces†. Comparative analysis of Morrisons PLC financial statements through the calculation of key ratios such as: profitability, liquidity, gearing, investor returns and efficiency. Accessing Morrisons competitive position with its major competitors (mainly Sainsburys) through the ratios calculated. Part 2 Information Gathering and Accounting/ Business techniques 2.1 Sources of Information 2.1.1 Annual Reports and Summary of Financial Statements The main source of information utilised for compiling the research and analysis report was the annual statements of Morrison PLC. The annual reports consisted of all the relevant financial information for ratio analysis. 2.1.2 Books on interpretation of Financial and Business Data Numerous business study books and articles were read to mainly understand the scope of business analyses models and their effectiveness in analysing Morrisons performance for the last three years. Books were also consulted to ascertain key ratios and comprehend them. I also had to understand what the ratios meant in the retail supermarket sector and realise the limitation of ratio analyses. 2.1.3 Media and Internet sources Electronic and print media were the most important sources of information. The annual statements were downloaded from the internet and expert views on Morrisons performance were consulted from the Financial Times and other authentic business journals. 2.2 Methods used in collecting information The entire research is based on secondary data (i.e. data collected by someone else for their own purposes). The reasons for basing the research upon secondary resources were that no obligation to conduct primary research and the limited time period in which the research had to be conducted and then the compilation of the report. Almost all the literature reviewed and consulted was done with certain amount of scepticism (critical review) so at to ensure that the information collected presented a balanced overview. Therefore the research data was collected from various sources. Internal management view was ascertained from the detailed annual statements, as the directors are responsible for producing such documents. A standard unqualified opinion by the auditors gave further authenticity to the financial information on which almost the entire report is based. As Morrison is also a constituent of London Stock Exchange independent media and expert views were available providing key insight in the companys past and present performance and the future outlook. 2.3 Limitations of information gathering As mentioned in the earlier sections of the report the research was entirely based on secondary data therefore a very slight possibility remains that the data might have been inaccurate and unreliable. Even though the research data has been very carefully selected the chances of error remain but the majority of the work can be deemed authentic and accurate. Further, the amount of information available through various resources was immense and therefore impractical to critically review all of it which might indicate that certain key information was either missed or overlooked. Almost all the information in the annual statement is historical in nature and therefore just reviewing past performances might not truly reflect present and future expectations. 2.4 Explanation of the accounting and/or business techniques The research report focuses on evaluating the business and financial performance of Morrison over a period of 3 years. The financial side of the evaluation will be done through the use of key performance related ratios, whilst the business performance will be examined through PESTEL, SWOT and Porters 5 forces models to evaluate macro and micro activities of the business. 2.4.1 Business Performance 2.4.1.1 PESTEL analysis PESTEL is abbreviated for Political, Economical, Social, Technological, Environmental and Legal framework. According to Johnson et al. (2008)[1] it involves an examination of the macro environment of an organisation with a view to identifying the factors that might affect a number of vital variables that are likely to influence the organisations supply and demand levels and its costs. 2.4.1.2 SWOT Analysis Johnson et al (2008) states that SWOT analysis is used to appraise the companys internal strengths, weaknesses, external opportunities and threats. Strengths and weaknesses are usually associated from processes within the company and opportunities and threats arise from factors outside the companys control. 2.4.1.3 Porters 5 Forces Analysis Porter (1980) states that it is essential for companies to have a detailed knowledge of competitors influence on the market and that if a company considers the â€Å"five competitive forces† it will be able to appreciate the structure of its industry and thereby be able to put itself in a position to withstand competitor pressure. 2.4.2 Financial Performance: 2.4.2.1 Ratio Analysis Financial ratios can be calculated by comparing two figures in the accounts which are inter-related in some way. The following ratios will be used to evaluate and analyse the financial performance of Morrison: 2.4.2.2 Liquidity Ratios BPP (2009) states that liquidity ratios illustrate the solvency of a business i.e. whether it is in a position to repay its short term debts. They focus on short term assets and liabilities. Creditors are likely to be interested in liquidity ratios to assess whether they will receive the money that they are owed. The ratios that will be calculated under this category are: * Current Ratio= current assets/ current liabilities, Providers of short term credit prefer a high current ratio. * Quick Ratio= current assets-inventory/ current liability Also commonly known as acid test ratio, it is a more severe test of liquidity as it does not include inventory as a liquid asset as they are not guaranteed to be sold, they may become obsolete or deteriorate. 2.4.2.3 Profitability Ratios According to BPP (2009) stakeholders such as shareholders, owners, managers, employers and potential investors are all likely to be interested in the profitability and efficiency of a business. The ratios calculated under this category will be: * Return on Capital Employed= profit before interest and tax/ capital employed The ROCE relates to the profit generated from operating activities with the capital employed. Capital employed is generally the net assets of the company and is also referred to as shareholders fund plus long term borrowings. * Gross profit margin= gross profit/sales * 100% Shows the gross profit made on sales turnover. * Net profit margin= net profit/sales * 100% The ratio helps to measure how well a business is controlling its overheads. 2.4.2.4 Activity/ Efficiency ratios BPP (2009) states that activity or asset utilisation ratios allow a business to measure how effectively it uses its resources. The ratios that would be calculated under this category will be: * Receivables Turnover = credit sales/ trade receivables * Receivables period = receivables/ sales * 365days Receivables turnover and receivables period would be used to assess time taken by Morrisons to reclaim its short term debt on average. * Inventory Turnover = cost of sales/ inventory According to BPP (2009) this ratio measures the number of times during the year a business sells the value of its stocks * Inventory holding period = inventory/ cost of sales * 365days Stock turnover can be expressed in terms of the number of days it takes to sell inventory. 2.4.2.5 Gearing Ratio BPP (2009) states that the gearing ratio looks at the balance of funding in the capital structure of a business. Under this category the ratios that will be calculated are following: * Debt-equity ratio = total debt/ total equity This ratio establishes the total amount of shareholders fund (equity capital) in comparison to the total amount of borrowed capital (i.e. long term loans). * Interest cover = profit before tax and interest/ interest payable According to BPP (2009) the gearing ratio (i.e. debt-equity ratio) is a statement of financial position measure of financial risk. Interest cover is an income statement measure. The ratio assesses the businesss ability to pay interest by comparing profit and interest payments. 2.4.2.6 Investors Ratio Investors are interested in the returns or dividends they may get from holding shares. BPP (2009) states that a number of ratios can be used to measure these returns. The following ratios will be calculated under this category: * EPS= profit available to shareholders/ no. of shares ranked for dividend BPP (2009) defines EPS as a measure of how much each share is earning. It reflects how much is available to be paid to shareholders. * Price Earnings ratio= share price/ earnings per share According to BPP (2009) the price/earnings ratio is said to reflect the confidence shown in the company It shows how many years, at current earnings, it will take an investor to recover the cost of the share. * Dividend Yield= dividend per share/ market price * 100% BPP (2009) defines the dividend yield ratio as a measure of the value of the return on share for an investor. It shows the dividend per share as a percentage of the market price. 2.5 Limitation of ratio analysis BPP (2009) states that ratio analysis is not necessarily a complete measure of assessing a company financial performance. Limitations that can be associated with ratio analysis are as follows: Accounting principles followed whilst preparing financial statements should represent a true and fair reflection of the company and should be consistently applied over a period of time. Ratio analysis looses its credibility when management deliberately uses accounting policies to manipulate financial statements. Businesses are faced with unique risks even though they operate in the same industry. Hence the way businesses deal with there risks vary, limiting the scope of ratio analysis. BPP (2009) states that ratios on their own are meaningless. They have to be used as a benchmark to compare performance of the organisation against a similar company operating in a similar industry. Certain ratios are of a subjective nature therefore having standard definitions and formulae might not always be possible. Macroeconomic factors such as inflation rates, interest rates, changes in accounting policies and procedures are not accounted for when calculating ratios. Ratios also fail to recognise changes in corporate strategy and risk exposure of the company. 2.6 Limitation of SWOT / PESTEL / Porters Five Forces Results of SWOT analysis cannot be standardised as a threat for one organisation can be an opportunity for the other in a completely different environment. * One of the main disadvantages, as described by Dess et al (2004), is that â€Å"SWOT analysis is primarily a static assessment. It focuses too much of a firms attention on one moment in time.† Hence a SWOT analysis may ignore changing circumstances. * SWOT, PESTEL or Porters 5 Forces   does not describe factors in terms of quantitative performance indicators. Part 3 Results, Analysis, Conclusions and Recommendations. 3.1 PESTEL analysis 3.1.1 P- POLITICAL As per the Annual Statement (2010) Morrisons did not make any political donation which is the Group policy. However this does not mean that Morrisons operation are not affected by the political decisions made by the government in the UK. Consumer spending power, both in the long and the short term are dictated by the governments fiscal and monetary policies. The UK economy like most other global economies suffered adversely due to the global recession which was directly linked with the global credit crunch crisis. During tough economic times consumer spending power is generally low due to soaring unemployment and uncertainty in the economic environment. Government in the UK has taken important measures to stimulate growth such as reducing VAT (indirect taxation) from 17.5% to 15% in the year ending December 2009, quantitative easing (i.e. pumping money in to the economy) and keeping interest rates low, encouraging people to spend rather than save. Morrisons activities in the retail supermarket industry are regulated by the Competition Commission which keeps a close eye on the activities of the so called big â€Å"four† supermarkets. This ensures that supermarkets do not enter in to price wars or collude to fix prices. Morrisons is also bound by UK and European legislations such as Health and Safety at work Act and National Minimum wage Act. Morrisons cannot legislate for changes in government policy but should pre-empt decisions and ensure that it is ready to face challenges which might result from changes in government policies. But it is safe to assume that Morrisons operates within a very coherent political set up and faces no barriers to trade due to governments political decision making. 3.1.2 E- Economical Morrison operates only within the UK retail supermarket industry and is therefore directly affected by the macroeconomic environment. The UK economy has been under recession over the past few years, which means contraction in the economy, leading to unemployment and weak consumer spending power due to reduction in disposable income. The direct affect of this is that customers look for bargain shopping rather than spending on premium quality products. But as Morrison operates in the retail grocery market the demand for most of its products remains largely in-elastic due to the fact that people have to feed themselves and provide for their daily needs no matter how hard their budgets are squeezed. Additionally people tend to buy food from supermarkets and eat at home rather than spending money in restaurants. Morrison has massively improved its own brand products which offer value for money and appeals to consumers who are willing to buy bargain products rather than premium quality products especially during tough economic times. Annual Statement (2010) states Sales of our own label â€Å"Value† range grew by 34% as consumers tightened their belts in a challenging economic environment. The following table taken from the Annual Statement 2010 further illustrates how Morrisons has consolidated its position in the UK market during the past few years: Therefore it can concluded on the basis of the above figures that Morrisons was able to enhance its position with the retail supermarket industry during adverse economic climate due to the fact it was able to supply quality products at modest prices than its competitors. 3.2.3 S- Social The social trend in UKs grocery market is that families shop almost regularly every week, mostly on the weekends targeting large supermarkets which provide them with all their family requirements under one roof. As stated in the Annual Statement 2010 Morrisons operates from 425 mega stores all across the UK catering towards the social trend of the market. Furthermore there is an ever growing emphasis towards health eating and a sustained fight against obesity. People are getting more and more conscious about what they eat. Morrisons remained a step ahead of its social demands and re-launched its â€Å"Eat Smart† product range and as per the Annual statement (2010 pg 21) Sales were up by 7% reflecting consumers continuing demand for a healthier diet and their concern over the nutritional value of the food they eat. 3.2.4 T- Technology Businesses across the UK are spending heavily on technological advancements, in order to gain competitive advantage over their competitors. Customers in the grocery market are increasingly using the internet to shop for their grocery needs therefore Morrisons has developed a very efficient (website) and robust (delivery system) mechanism to cater for such customers. Morrison has also launched self service check-outs in almost all of its large supermarkets resulting in improved customer service (i.e. decrease in waiting time to be served) subsequently increasing sales. Morrison is also rolling out the use of â€Å"Voice-picking† technology across all its grocery warehouses which has proved particularly successful in increasing depot productivity and pick accuracy and hence improving in-store product availability. (Grocerytrader, 2011) 3.2.5 E- Environmental Businesses across the world are under intense pressure to reduce their carbon footprints on the environment and adopt eco-friendly and sustainable processes. Morrisons thoroughly understands its environmental responsibility and has taken important steps to reduce its carbon footprints and subsequently become â€Å"GREENER†. Below is a graphical representation of decrease in Morrisons carbon footprint as stated in their Annual Review 2010 (pg14) (Source Morrison Annual Review 2010, pg 14) Morrison Annual Report and Financial Statements (2010) states that during the year, free reusable bags were issued to customers, and as a result of this and other initiatives carrier bag consumption was reduced by 126 million bags.   Morrisons during 2010 also completed the conversion of filling station pumps to highly efficient vapour recovery pumps which emit much reduced levels of fuel vapour in to the atmosphere. Morrisons Halifax store was awarded an excellent rating from the Building Research Establishment Environmental Assessment Method indicating as to how much Morrison regards the environment in which it operates. (Morrisons, 2011) 3.2.6 L- Legal Morrison is obliged to operate in accordance with the British and European law. It has to ensure that labour and employment laws are not compromised in handling staff affairs. Any violation would result in expensive lawsuits and negative publicity. Morrison has to satisfy the minimum wage requirements. 3.3 SWOT analysis: 3.3.1 S- Strengths: Morrison has been regarded as one of the best providers of fresh quality food items. Morrisons business strategy of being the â€Å"The food specialist for everyone† distinguishes it from other grocery chains. Morrison takes immense pride in the provision of quality fresh food which is prepared in-store. This allows customers to choose from a variety of fresh food items such as: baked bread, meat cut to order, fish, seasonal deli selections and a range of delicious cakes and treats. Such diverse fresh food range is a major strength of Morrison and is also widely acknowledged by its customer base. Following is an illustration of the three distinct brand values of Morrison that strengthen their vision as stated in Annual Statement 2010 (pg 6): (Source Morrison Annual Review 2010, pg 6) As it is evident from the above diagram, Morrisons overall business strategy of â€Å"Keeping things simple† allows Morrison to concentrate on its historical strengths which is providing fresh quality food at reasonable prices. 3.3.2 W- Weaknesses: Morrison only expanded its operation in the Southern part of the UK in 2004 after the acquisition of Safeway superstores and still heavily relies on the Northern part of the UK which accounts for the major chunk of the sales revenue (55%). This leaves Morrison vulnerable to any adverse fluctuations in the economic activity of the Northern part of the UK. The following illustration taken from Annual Statement 2010 (pg 7, Courtesy Kantar World panel) depicts Morrisons market share by geographical region in the UK: (Source Morrison Annual Review 2010, pg 5) Morrison does not operate a loyalty scheme which rewards customers for shopping repeatedly in Morrison stores. This is a major weakness as some of the other loyalty schemes operated by competitors such as Tesco (Tesco Club card) and Sainsburys (Nectar Card) are able to attract secondary shoppers and retain primary shoppers through attractive rewards. Morrison at present largely operates through megastores whereas its competitors are increasingly investing in smaller convenience stores which are able to cater for local businesses and day to day shopping requirements. Tesco, Sainsburys and ASDA are increasingly capturing the local convenience stores market and if Morrison does not follow suit it risks losing a major chunk of the grocery market to its competitors. Morrison only operates in the UK market. Its main competitors ASDA and TESCO operate globally and are in a better position to offset their UK losses against any foreign gains whereas Morrison will have to bear the losses. The current recession indicated that developing economies such as India, Brazil and China were still posting strong growth patterns whereas the UK economy might be heading towards a double dip recession which would further dent Morrisons profitability. 3.3.3 O- Opportunities Morrison can further improve on its own brand products. In 2010 sales of own brand products were up by 34% indicating strong growth. During tough economic times customers tend to buy value for money products rather than premium quality products. Morrison can cater for such customers and further improve its revenues. E-commerce is increasingly becoming socially popular and more and more people are shopping for their grocery needs on-line. Morrison can improve its website and develop a more robust delivery system. Hence it can improve on its revenues and market share. Morrison should expand its operations in to lucrative developing economies and take its trusted brand over to countries such as India, China, Russia and Brazil and further consolidate its position as a highly trusted supplier of quality fresh food products. 3.3.4 T- Threats As the current UK government aims to reduce budget deficit it is introducing austerity measures and has also increased VAT (from 17.5% to 20%), putting more pressure on disposable income. Many experts fear a double-dip recession which might prove disastrous for businesses in the UK. Morrison has to ensure it remains a step ahead and continues to provide products which offer value for money or otherwise will risk losing sales and its market share to its competitors. This is validated by the fact that there has been a significant increase in demand of value goods compared to premium goods. (Source Morrison Annual Report and Financial Statements 2009, pg 16) Morrison so far seems reluctant to expand through convenience stores and depends largely on opening new megastores. There remains an imminent threat that Morrison might fail to seek planning permission from local authorities and might fail to expand. But however this further advocate towards the fact that Morrison should look to expand through both megastores and convenience stores. As per the TNS report of December 2008 the market was affected from the ALDI effect, this meant people were hunting for bargain products rather than quality products at premium pricing. Even though discount brands such as LIDL and ALDI represent a very small segment of the market Morrison should remain vigilant of their presence as they can easily erode in to Morrisons market share. (Source: http://adage.com/article/news/u-k-supermarket-chains-feel-aldi-effect/131086/, Accessed 20th March 2011) 3.4 Porters Five Forces 3.4.1 Threat of new entrants The threat of new entrants in to the UK retail grocery market remains largely low due to the massive amount of capital outlay required and the power of the existing so called â€Å"big-four†. TESCO, ASDA, Sainsburys and Morrisons operate very powerful marketing and advertisement campaigns making it very difficult for new entrants to gain a foot hold in the market. Following is a diagrammatic illustration of the big four dominance in the UK market: (Source Morrison Annual Review 2010, pg 5) Furthermore supermarket giants like TESCO and Sainsburys operate a very sophisticated and rewarding loyalty schemes. This ensures that customers stay loyal and do not switch to other brands. Large supermarket chains such as Morrison are able to offer significant price reductions and a large product portfolio. This also acts as a significant barrier to entry. Even though the threat of new entrants is low, Morrison has to be proactive to new competition and steps should be taken to neutralise their affect on the market.   3.4.2 Bargaining power of suppliers According to the Competition Commission report published in 2008 suppliers in the grocery/retail sector have little or no influence on the ‘big four supermarket chains. The reason for such lack of influence is that supermarket chains such as Morrison can achieve a high volume of turnover on a very short period of time and therefore can dictate product prices to their suppliers. Suppliers have little or no choice but to enter in to such agreements with large supermarkets as they ensure regular cash-inflows and large orders. (Source: http://www.competition-commission.org.uk/rep_pub/reports/2008/538grocery.htm, Accessed 27th March 2011) Morrison ensures that it has a very cordial relationship with all its suppliers as the products they supply are of a paramount importance to the Morrisons brand name. As per Morrisons (2010 pg 13) the board adopts a policy which is to be fair and honest in dealings with farmers and suppliers. As of 2010 Morrisons average credit period stood at 29 days as compared to 33 days in 2009. Suppliers who constantly ensure quality products are supplied on time are given necessary incentives. 3.4.3 Bargaining power of customers The bargaining power of customers in the retail grocery market remains significantly high. Although the customers are not in a position to directly affect the price of an individual product but due to readily available alternatives they can alienate Morrison without any prejudice or prior notice. Therefore Morrisons has to remain very proactive when forecasting market trends and should always try and innovate ways through which it can look after its customers. 3.4.4 Threat of substitutes The threat of substitute products and retailers is significantly high as cost of switching products or suppliers is virtually non-existent. Customers in the retail grocery market do not follow a predictive trend and get disillusioned very quickly ,without any specific reason. Morrisons business strategy of â€Å"Keeping things Simple† and â€Å"being the Food Specialist† goes a long way in attracting customers to its megastores all across the UK. But regular incentives such â€Å"Eat Healthy†, â€Å"Special Offers† and â€Å"Discounts† should also be utilized to attract new and retain existing customers. 3.4.5 Rivalry amongst competitors Rivalry amongst the â€Å"top-four† competitors remains very aggressive and direct. Apart from the direct competition from the big four Morrison should also be vary of local (Iceland) and European (ALDI and LIDL) discount brands as they can also erode in to Morrisons market through aggressive pricing policies. Even though customers buying patterns are unpredictable but generally during tough economic times customers tend to hunt for bargains and therefore are prone to be attracted towards discount brands but Morrison should further diversify its own brand range and cater for such customers. As Morrison solely focuses on the provision of fresh quality food items it can eliminate aggressive rivalry by further improving on product quality and pricing. 3.5 Ratio Analysis Ratios on their own are meaningless and provide little information unless they are benchmarked against something appropriate. Therefore Morrisons ratio will be

The EMU and the Euro :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  The movement towards the European Monetary Union and the creation of the euro lasted many years, complete with key personalities and major governmental treaties. When finally organized and implemented, it lead to a historical event that will forever change international economics. Of course with a change this tremendous comes the good and the bad, but if the economic welfare of the people is improved, everything was worth all the hassle.  Ã‚  Ã‚  Ã‚  Ã‚   HISTORY OF THE MOVEMENT  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  The beginnings of the movement for European monetary unification go back at least to the founding of the Organization for European Economic Cooperation (which then became the Organization for Economic Cooperation and Development, or OECD) in 1948. One of the OECC’s first accomplishments was the European Payments Union, established in 1950 and accomplished by the end of 1958, where the nations of Western Europe put their international reserves together and coordinated their policies with the intent of reestablishing current account convertibility.   Ã‚  Ã‚  Ã‚  Ã‚  In 1962 the Commission of the European Communities produced its first plan for a monetary union, which included a deadline for completion of nine years. Obviously, this deadline was a little overambitious for a group of countries whose only collective achievements had been the European Coal and Steel Community, an atomic energy community (Euratom), a customs union (the European Economic Community), and the Common Agricultural Policy of farm-product subsidization. The only accomplishment of the 1962 effort was a Committee of Central Bank Governors which was set up in 1964 but did not actually operate until the 1970s.   Ã‚  Ã‚  Ã‚  Ã‚  At the Hague Summit in 1969, European governments delegated a committee headed by Pierre Werner, then Prime Minister of Luxembourg, to devise a new plan. The Werner Report, finished in 1970, called for monetary unification within ten years. The plan scheduled a transition to happen in stages. In the first stage, exchange rate fluctuations would be limited, and governments would start to integrate their monetary and fiscal policies. In the second stage, exchange rate variability and price discrepancies would be further reduced. In the third stage, exchange rates would be fixed permanently, capital controls removed, and an European Community(EC) system of central banks (somewhat modeled on the U.S. Federal Reserve System) would take control of the monetary policies of the member nations. The size of the EC budget would be greatly increased and the EC would coordinate national tax and spending programs. The makers of the Werner Report were not attached to a single cu rrency.

Following the Sweet Path of Honey :: Bees Beehives Papers

Following the Sweet Path of Honey A bee alights upon a flower, having been attracted to it by the sweet smell of nectar. Knowing of the plant's readiness to release nectar, the bee begins to extract the sugary substance and stores it away in a stomach pouch along with the other nectar it has collected for the day. This is only the first step in a complex process that brings honey to our tables. In fact, it will take over two hundred days and trips to over eight hundred thousand flowers to produce a 35 ounce pot of honey. Honey is one of the few foods for which we still rely on a natural process, and it is the only one which relies on an insect. In a time when most foods are processed and produced in labs, the honey industry still revolves around the unique alchemy and ability of the honeybee. The path from flower to table connects nature to modern production. It is a simple product with complex connections and a fascinating process. It all begins in a manmade beehive; a multilevel contraption of boxes and screens that recreates the environment of a hive, but is designed to make removing excess honeycomb a more efficient procedure. A set of hives in the field looks more like abandoned dresser drawers than the site of mass production. Despite its uncomplicated aesthetics though, the beehive is a very efficient factory. Honeybees are perfect models for division of labor. Within their society there are three very distinct categories, each with specific duties and functions. The Worker Bees are the active force behind the hive. These female honeybees gather the nectar and pollen, feed the larvae and pupae, supply water, secrete beeswax, build comb, and complete many other necessary tasks. In its lifetime this Worker Bee will produce only half a teaspoon of honey, but it will travel fifty-five thousand miles to do so (Dadant1). The Drone is the most expendable member of the colony. These males bees only exist to impregnate the Queen Bee. In the winter months when the hive thins out due to the ceasing of honey production, it is mostly the Drones who are forced to leave and soon perish (Dadant 2). The center of reproduction in the colony is the Queen Bee.

Outline and assess Functionalist explanations of the role of the education system.

As a theory which places heavy emphasis on the analysis of institutions and their relationship with society, especially with regards to the functions of institutions, Functionalists place a significant amount of focus on the education system. However, this perspective is not always accepted, it’s macro theory approach is often seen as too wide bearing to be applied to the study of the education system as well as critics which dispute the functions of the education system as portrayed by functionalists.Nevertheless, its macro theory approach puts the education system in context and is therefore a theory which is notable when discussing the role of the education system. Firstly, it cannot be ignored that one of the main principles of the theory is that society is based upon consensus, – agreement between norms and values. As an institution of secondary socialisation, Functionalist theorists see the education system as one of the main institutions which help to achieve val ue consensus within society, allowing society to operate in a smooth manner.Durkheim suggested that the education system is an institution which helps to create a â€Å"collective consciousness†, uniting society into one body, with the system creating â€Å"social beings†. As put forward by Durkheim, the education system helps to achieve this through the National Curriculum, brought in by the Education Reform Act 1988, which helps to create shared values amongst all pupils throughout the country.Furthermore, Durkheim suggests that subjects made compulsory through the National Curriculum such as History and Religious studies help to enhance cohesion and social stability, minimising conflict within society through value consensus,- keeping social order. In this sense, Functionalism places significant emphasis upon the education system as an institution which contributes to the wellbeing of society.However, it may be that in reality value consensus does not exit, as today the diversity of society means that there is not agreement about norms and values. Ethnic and cultural diversity may therefore be attributed as factors which mean that the education system is not an institution which unites society, as it may not be able to change the norms and values instilled upon members of society by other forms of socialisation, such as the family or the areas of media young people are exposed to.Although, in defence, it is very much true that educational establishments do aim to create a â€Å"collective consciousness† through individual school ethos’s and uniforms, which are in operation to reduce conflict within society. Critically though, these could be seen as polices which aim to stabilise the school learning environment, as opposed to society.In addition, it is true to say that the inclusion of Citizenship is evidence that the government and educationalists are aiming to use education as an institution which aims to promote social cohesion , and indeed â€Å"social beings†. Perhaps it could also been seen, that in terms of the relationship between education and society, that the education system cannot necessarily make up for the diversity of attitudes within society,- to what degree can the education system compensate for differences in values and shape behaviours and attitudes?

Cafe de Coral Marketing Paper Essay

1. Introduction Background information This marketing plan is base on the quick service restaurant in Hong Kong market and the Cafà © de Coral Group is focus in this plan. The Group was incorporated in October 1968, it is principally engaged in the food and catering industry as largest Chinese quick service restaurant group, maintaining a publicly recognized leadership position in the mass-market, quick service restaurant chain business, with vertical and horizontal diversification towards the food services, food processing and distribution, catering and hospitality sectors in Hong Kong. It has prospered through the concept of customer oriented by increasing the environmental, product and services qualities. Besides, it combines the Chinese and Western food cultural in order to create the fashion of fast casual dining for health and nutritional lifestyle and provide a modern and warm experience for the customers. 2. Current Market Situation 3.1 Market Analysis Cafà © de Coral is a major Chinese quick service restaurant chain in Hong Kong. Following is an overview of the potential in the catering market and a specific review of the fast food restaurant market. (a) Overview of the opportunities in the catering market * Hong Kong probably is the most welcomed tourist attraction in Asia. By the forecast of the World Tourism Organization, Hong Kong is the fifth most frequently visited destination in the world, accounted for 57 million  visitors per year by year 2020 (InvestHK, 2012). * The majority of tourist population is come from the Mainland China (InvestHK, 2012) and this would probably flavors the Chinese style cuisine or catering services. * The persistence of inflation in Hong Kong may induce the demand of fast food instead of ordinary or luxury cuisines. (b) Specific review of the fast food restaurant market * There are 15,757 fast food shop establishments in Hong Kong, hiring for 41,319 people (InvestHK, 2012). * According to a survey sponsored by Mingpao and conducted by the Chinese University of Hong Kong(2011), Cafà © de Coral acquired the titles of â€Å"most mentioned catering brand† and â€Å"most beloved catering brand† among the three major fast food chains (namely Cafà © de Coral, Maxims and Fairwood). * Cafà © de Coral is keeping expanding its market share in both catering market and specifically the fast food market. In year 2010, Cafà © de Coral has expanded its market share in fast food market successfully to 24.8% and in catering market to 4.6%(Commercial Radio, 2010). 3.2 Company Analysis The Group was incorporated in October 1968 and went public in July 1986 on the Stock Exchange of Hong Kong, which was the first of its kind at the time of listing. In October 2001, it was appointed as one of the top 200 constituents of The Hang Seng Composite Index Series. After 42 years of development, it has become the market leader in the Hong Kong fast food industry with over 24.8% market share in the Quick Service Restaurant segment and 4.6% of the total dining out industry in Hong Kong. Its business operation spans over 2 continents with more than 300 operating units in Hong Kong. Over the past years, the Group advanced in strides in profit performance and in its business dimensions. The continuous business growth records over the years speak for itself, recording multiple growths in terms of market capitalization, turnover, profits, employees and net assets value. The Group’s market cap increased by over 20 times, turnover by over 19 times,  profit by over 14 times and net assets by over 51 times since listing, with a dedicated workforce of 6,500. 3.3 SWOT Analysis 2.3.1 Strengths (a) Product Diversity The Group’s menu regularly rotated to maintain a variety of choices and to meet the taste and budgets of customers. Products on menu range from western cuisine to traditional Chinese dishes. New and seasonal products for each time segment are introduced regularly. (b) Strong Advertising â€Å"A Hundred Points of Excellence† has been the commitment to customers and is now a household catch phrase. As part of on-going campaign to strengthen the Cafà © de Coral brand, proactive advertising campaigns are launched on a continual basis. Through the campaign, the brand image has been further enhanced by positioning Cafà © de Coral as a place not just for best taste and value meals but also a popular meeting place for all walks of life. 2.3.2 Weakness (a) Relatively High Selling Price The food price of Cafà © de Coral is high in generally by comparing with the local style cha chaan teng and fast food restaurant in Hong Kong. This makes a comparative disadvantage for the Group. (b) Bad Public Relation In 2010, Cafà © de Coral has offered its staffs that they must forfeit their paid lunch break of approximately 45 minutes a day, a net cut in their pay. Political parties, unions, religious groups and students’ unions of universities, had organized and boycott Cafà © de Coral. After that, Cafà © de Coral had label as â€Å"Too Acrimonious†. 2.3.3 Opportunities (a) Individual Visits The number of individual visitor from mainland China keep increasing, and most of the visitors from mainland China flavor the Chinese style cuisine or catering services like Cafà © de Coral’s dishes. (c) Inflation in Hong Kong The persistence of inflation in Hong Kong may induce the demand of fast food instead of ordinary or luxury cuisines. As Cafà © de Coral maintaining a publicly recognized leadership position in fast food chains which benefits from increasing demand of fast food. 2.3.4 Threats (a) High Rental Cost The rent in Hong Kong is almost the highest among the world. According to the report of SingTao, about 40% of production cost is rental cost. And the rental cost keeps increase every year by 30% to 50%. Some of the restaurant cannot afford the high rental cost and go bankrupt in recent year. (b) Price of Ingredient Increase Under persistence of the appreciation in RMB, the price of food ingredient keeps increasing. According to the report of SingTao, the price of food ingredient increasing by 25% which is 35% to 45% of the production cost. 3.4 Competitor Analysis There are two major direct competitor in Hong Kong include Maxim and Fairwood. And there are some other indirect competitor including international chain fast food restaurant, Chinese restaurant, local style cha chaan teng, etc. Fairwood’s quick service restaurants serve mainly Chinese food. Its menu is frequently changed with seasonal favorites. Despite its Chinese predominance, its menu is enriched by the adoption of Western dishes that have been carefully redesigned to suit local tastes in order to enhance its  attractiveness. Also, Fairwood’s philosophy has always been to provide a wide range of good quality Chinese and Western cuisine at affordable prices in a bright, clean and modern ambience. Maxim’s quick service restaurants are bringing to customers a variety of quality dishes, a new interior and comfortable dining environment. Also, Maxim’s philosophy is â€Å"Whole-Hearted Mission† that is to surprise, delight and inspire customers with a unique dining experience. International chain fast food restaurant like McDonald, KFC are indirect competitor of Cafà © de Coral. These types of fast food restaurant are western style, usually with French fries and hamburger. Their target customers are general public with different nationality and culture. And they are especially focus on young people market. Chinese restaurants are focus on the middle age and elder market. They provide traditional Chinese dished like dim sum for customer. They are not position as quick service restaurant and they provide a place for customer eating slowly and chatting with family, friends and co-workers. Local style cha chaan teng are focus on low-mid income working class market. They are quick service restaurant provide affordable dishes for customer. The envirnment of cha chaan teng are crowded and noisy which is not suitable for having a relaxing and comfortable dinning experience. 3.5 Customer Analysis 2.5.1Market Segments (a) Segment A – Visitor from China: The segment consists of visitors who are Chinese residents and having a Chinese style eating habit. (b) Segment B – Family: The segment consists of people who usually have dinner outside and do not cook their dinner at home with small family size. (c) Segment C – Teenager and young adult: The segment consists of people who ages are between 15 and 45 and they enjoy gathering with friend. 2.5.2 Bases or variables of Segmentation used (a) Geographic Segmentation: Geographic segmentation divides the market of Hong Kong into group base on the variables of â€Å"Region†. Since the target customer of Cafà © de Coral are local low-mid income working class and visitor from mainland China, public housing estate and shopping plazas are preference in this segment. And the groups which segment out from the market are luxury residential areas and mid-level area. (b) Demographic Segmentation: â€Å"Age† and â€Å"Family Size† are the key variables used in this segment. As Cafà © de Coral adoption of Western dishes into the menu and have fusion of Chinese and Western food cultural which is suitable for the teenager and young adult, ages are between 15 and 45, and elder people do not prefer in this type of dishes. So â€Å"Age† is selected as a key variable. As most of family in Hong Kong are small in size and some of the family do not like to cook due to the hustle and bustle city live in Hong Kong. These families prefer having dinner outside and Cafà © de Coral offer them a moment of leisure, relaxation and warm experience to go with the delicious dishes. So â€Å"Family Size† is selected as a key variable. (c) Psychographic Segmentation: â€Å"Income† and â€Å"Lifestyle† are the key variables used in this segment. As the consumer behaviors and preferences of food will be affected by income. Local low-mid income working class will choose quick service restaurant with  affordable price due to the hustle and bustle city live in Hong Kong as a place of meeting place with friends and co-workers. So â€Å"Income† is selected as a key variable. As Hong Kong is an international city, people prefer a modern experience with fusion of Chinese and Western food cultural. Cafà © de Coral creates a fashion, health and nutritional dinning lifestyle for customers to gather with friends with warm and joyful experience. So â€Å"Lifestyle† is selected as a key variable. (d) Behavioral Segmentation: â€Å"Benefits† is the key variable used in this segment. As city life in Hong Kong is hustle and bustle, convenient and speedy are very important factors for customer to choose a restaurant in order to save their time. Also, Cafà © de Coral prospered through the concept of customer oriented by increasing the product and services qualities which make Cafà © de Coral publicly recognized leadership position in the mass-market. 3. Target Market And Positioning 3.1 Recommended target market Teenager and young adult are recommended as a target market. Since teenager and young adult enjoy gathering friends in restaurant and prefer a wide range of good quality dishes at affordable prices and a bright, clean and modern ambience. As Cafà © de coral adoption of Western dishes into the menu and have fusion of Chinese and Western food cultural with the fashion of fast casual dining for health and nutritional lifestyle and provide a modern and joyful experience for customers, it is suitable for Cafà © de Coral to focus on teenager and young adult market. 3.2 Recommended position As teenager and young adult are selected as target market, Cafà © de Coral is  recommended to position as a diversified, health and energetic quick services restaurant. Since teenager and young adult are keen on having new experience, diversified dishes can satisfy their wants. Also, teenager and young adult are caring about their body shape, appearance and style, health and energetic dishes can satisfy their wants and fulfill their perception. 4. Market Objectives 5.6 Build up a diversified, health and energetic brand image In order to build up a diversified, health and energetic brand image, Cafà © de Coral can make some advertisement in the internet and invite some young artist and singer to promote the new image. Cafà © de Coral can have some seasonal theme interior design for different western festival and play some soft but popular songs. This enhances the attractiveness of Cafà © de Coral as a good choice for young people gathering with friends. 4.2 Design more new diversified, health and energetic menu The menu may have more high fiber and low fat dishes which fits the image of health and energetic. Also the menus can have different seasonal and festival theme in order to satisfy the wants of diversification for young people. Also, Cafà © de Coral can provide more meal plan for friends instead of only provide individual meal plan. References Cafà © de Coral, 2012 http://www.cafedecoral.com Eastweek, 2011. http://dev.eastweek.com.hk/index.php?aid=19412 InvestHK, 2012.http://www.investhk.gov.hk/wp-content/uploads/2012/07/2012.07-foodservice-en.pdf Mingpao, 2011.http://marketing.mingpao.com/hkbrand/cfm/other.cfm?html=10c Commercial Radio, 2010.http://www.snb.hk/page/zh-tw/snb_report.aspx?ItemId=264449 Min Wage Research,2010. http://minwageresearch.blogspot.hk/2010/11/ongoing-cafe-de-coral-debacle.html