Dr. Bhimrao Ramji Ambedkar

Dr Bhimrao Ramji Ambedkar A Social Reformer Introduction â€Å"OURS IS A BATTLE FOR FREEDOM, OURS IS A BATTLE NOT JUST FOR ECONOMIC GAINS AND POLITICAL POWER, OURS IS A BATTLE FOR RECLAMATION OF HUMAN PERSONALITY WHICH HAS BEEN SUPPRESED AND MUTILATED BY THE HINDU SOCIAL ORDER AND CONTINUED TO BE SUPPRESED AND MUTILATED† These lines itself indicates that the speaker of these lines is a reformer, democratic leader and great orator. There have been a number of great people in the world who have dedicated themselves to struggle of emancifipation, uplift of the powerless victims of system in their countries.Above lines are spoken by such a person who is a champion of human rights none other than Dr. B. R Ambedkar. He was a multi – dimensional personality. He was a great thinker, philosopher, true revolutionist, profolic writer and at the top a devoted reformer. Antonio Gramsci, a German philosopher hailed him as an â€Å"organic intellectual† his magnifier of 1940s. An Advocate Of Reform A reformer is one who wants a non violent revolution for a change in society, same was our Babasaheb. Not only for India he fought for the world, he fought for humanity.Numerous authors, Indians as well as foreigner have described his contribution to the economic development and emancipation of Indian masses in different ways. One such author said – â€Å"Dr . B. R Ambedkar was a intellectual, a educationist, a thinker and advocate of humanism† Ambedkar as A Writer Even Ambedkar himself was a great and renowned writer. He wrote many books mostly on caste system. He wrote book â€Å"The Buddha and His Dhamma† which was published posthumously. He completed his final manuscript â€Å"The Buddha or Karl Marx† on December 2, 1956.His Donation for Future Students He was fond of reading books too. His library was one such proof that he donated to a college which is founded by him for students of Depressed Classes. Even today his books are b ecoming a reason behind the triumphs of students. Knowing the great value and importance of education in 1924, he founded an association called Bahiskrit Hitakarni Sabha. The main objectives of Sabha were; to promote and expand education among the depressed classes by opening hostels.These hostels proved a boon for low caste students. Voice of Downtrodden According to him for a successful revolution it is not enough that there is discontent, what is required is profound and thorough conviction of justice. He even proved this in a very systematic way. Ambedkar efforts to eradicate the social evils like untouchablility and caste restrictions were remarkable. The leader, throughout his life fought for his rights of Dalits and other socially backward classes with his sword of a peaceful agitation.One may love it or hate it but one has to accept and acknowledge the fact that Amberkarism has been a movement of assertion of downtrodden in the history of India in recent times. B. R Ambedkar has been a voice of downtrodden of our country and for their cause he has dedicated his whole life and worked. Dalits have placed Ambedkar at the top of the world and he is no more than god for them. He wrote extensively on the problems of caste, Muslims, minorities and women in India. He richly contributed towards construction of democratic independence. Ideas That Were ExperienceThe operation of caste , his views on women’s oppression, his reinterpretation of the role of monk prove him to a social reformer that warrant a close examination of his biography and his lion’s share to set a perfect platform for world ‘s biggest democracy country . His observation, attachment to the lower classes or any kind of incidents was not the reason behind his dalit movement. The reason was his own experience as a dalit. He was born in a Mahar family which is considered as untouchable caste. He spent his whole life fighting against system of untouchablility and caste system.Wh at He Was? Dr. Bhimrao Ramji Ambedkar was born on 14 April 1891at Mhow a small town in princely state of Indore. He was the 14th child of father Ramji Sakpal and mother Bhimabai At a very tender age, he had to face humiliation and disgrace at the hands of upper caste Hindus when he started education in primary school. He was made to sit outside the classroom so that his presence did not pollute other students. Even if they needed to drink water, they (untouchables) were not allowed to touch the water or the vessel that was for high caste Hindus.This task was usually performed for the young Ambedkar by school peon and if the peon was not available then he had to go without water Ambedkar status this situation as â€Å"No Peon No Water†. But at last overcoming numerous social and financial obstacles, Ambedkar became one of first Dalits to obtain a college education in India. Ambedkar was a very disciplined, sincere and intelligent student of the school; affected by his sincerit y and punctuality his teacher Mahadev Ambedkar changed his sir name from Ambavadekar to Ambedkar.That was the memorable day of all for the young Ambedkar. He knew that for every great step or we must say for accomplishment of every work Education plays the lead role. A Change Was Needed When he was at Sydenham College, Bombay in 1918. He found a Marathi newspaper â€Å"Mook Nayak† (Leader of Dump) to champion the cause of the untouchable. When he came back to India from London in 1923, he knew that nothing had change. His qualifications meant for nothing as far as the practice of untouchablility is concern – it was still an obstacle to his career.In 1927 Babasaheb presided over a conference at Mahad in Kolapa District . There he said: It is time we rooted out of our minds the ideas of high and low, we can attain elevation only if we learn self –help and regain our self respect. Because of his experience of the humiliation and justice would not be granted by othe rs. Those who suffer injustice must secure justice for themselves. A Peaceful War The peaceful agitation led by Dr. Ambedkar suffered through many attacks of high caste Hindus but throughout his last breath, agitation worked for the rights of untouchables.At last the result was good as the Bombay Legislature had already passed a Bill allowing everyone to use public water tanks and well, but this was just a step, He want a religion that teaches liberty, equality and fraternity . He knew that Indian society especially Hindus is still a tribal society stooped in orthodoxy and superstitions, divided in thousands of casts and sub caste and it need a reform, a revolution. Caste and Morality According to Mr. Ambedkar, caste destroyed the concept of ethics and morality. The effect of cast on ethics of the Hindus is simply deplorable. Cast has destroyed the sense of public charity.A Hindu‘s public is caste. His responsibility is to his caste. His loyalty is restricted only to his caste . Virtue has became caste bound. Independence comes with Babasaheb In 1930 a Round Table Conference was held by the British Government to decide the future of India. Babasaheb represented the untouchable, He said – â€Å"The Depressed classes of India also join in demand for replacing the British government by a government of the people and by the people. Ours wrong have not been righted all through 150 years of British rule rolled away. What good is such a government to anybody? These lines show that he was very much hopeful that the independence will be from both The Britishers and the Orthodox ideas and misbelieves. In the second conference, he demanded a separate electorate for depressed classes. He strongly believes that in Hinduism conscience, reason and independent thinking have no scope for development. British government agreed but Mahatma Gandhi saw it as a division between Harijan and Hindus, Gandhi ji felt that these small divisions will be a barrier in independe nce of a united India. At last this debate between Mahatma Gandhi and Ambedkar ends with a pact called Poona Pact.According which certain number of seats were reserved for especially for backward and depressed classes. Framing Future Dr Ambedkar‘s legacy as a socio- political reformer, had a deep affect on modern India. His reputation as a scholar led to his appointment as free India’s Law minister and Chairman of the drafting committee of constitution. I think he was the right one who had all the qualification needed to draft constitution . Our Father of Constitution not only have the experience of lower class people(as per Hindu community) and the high classes of not only India but foreign too , he very well knows about their demands and needs.These experiences he used to make all of us stand equal and liberal. He was called as a modern Manu who gave India a new and democratic regime, paying tribute to Dr Ambedkar for his tireless efforts in the constitutions another fellow Maharastrian said â€Å"I call this constitution the Mahar law because Dr. Ambedkar is a Mahar and now†¦we shall have the law of Manu replaced by the law of Mahar and I hope that unlike the law of Manu under which there were was never a prosperity in country, the Mahar law will make India virtually paradise† Dhamma Is EternalHe is also credited for having sparkled the Dalit Buddhist movement . On October 14, 1956 Dr. Ambedkar organized a public ceremony to convert around five lakh of his supporters into Buddhism . Dr. Ambedkar travelled to Kathmandu to attend the 4th World Buddhist conference . He quote that the teachings of Buddha are eternal but even then Buddha did not proclaim them to be infallible . The religion of Buddha has capacity to change according to time, a quality which no other religion can claim to have. The Last Breath â€Å"I WILL NOT DIE AS A HINDU† He completed his vow by dying as a Buddhist.Since 1954-55 Dr. Ambedkar was suffering from serious health problems including diabetes and week eye sight. On December 6, 1956 he died at his home in Delhi. A Buddhist style cremation was organized for him. The ceremony was attended by hundreds and thousands of supporters, activists and admires. After the death The day of 14th April is best remembered for the birth anniversary of this great reformer as Ambedkar Jayanti and it is a public holiday. Various Dalit organizations carry out huge processions on this day in the memory of the great soul.On this day various organizations organize several activities including rally and cultural programs. â€Å"We Are Indians Firstly And Lastly† This well said by Babasaheb should be the disciple of all the citizens of India. As I earlier mentioned that the Ambedkar Jayanti is celebrated on 14th April every year. This year our Baba sahib completed his 122 years as a reformer. Yes! Your doubt is right 122 years how? He died 56 years ago. My answer may not be satisfying for you but it is right according to me. So, I want to say that he was alive, alive as his ideas, his contribution.We are developing but our views are same. Those rotten social rules are same. So it means that the all liberty, freedom we have, is useless for us? The hard work of this reformer is wasted, No, the way of ours to use these is not right or at first we should analyze that how we are using these. â€Å"What are we having this liberty for? We are having this liberty in order to reform our social system, which is full of inequality, corruption and other things which conflict with our fundamental rights† By- Aparajita Srivastava Kendriya vidyalaya

Computer Network

Computer Network also called Network is a group of computers and other devices connected to each other to share resources electronically. Networks can be as small as two computers or many thousand computers that are connected to one another. These computers are usually connected to one another through wires, satellite, and modems. Each device connected to the network is called a â€Å"node†, and the computer that is connected to the network is called a workstation.There are several ways to connect networks together, the way the Network is laid out is called Topology, and there are several types of topologies, Bus Topology, Star Topology, Ring Topology. There are several types of network, Peer to Peer Network, Client/Server Network. Depending on the size of networks they are divided into several categories and have different terms that specify these networks, LAN (Local Area Network), MAN (Metropolitan Area Network), and WAN (Wide Area Network). One of the primary reasons to ne twork is to increase productivity and cut all the unnecessary costs.By connecting their office people can get the advantages of managing their data, all the data can be stored in a server computer instead of storing them in each workstations hard disk. This way you can easily back-up and manage your data. And whenever someone makes changes to files it will updated and everyone will have the access to the same updated file. The network administrator will decide to whom grant the access to the files. Another advantage of network is that it makes data transfer easy so you don’t have to transport files into Floppy disk, or USB device and walk over to your co-workers desk.Networking also will allow you to share the equipment like printer, if there are several hundred computers in an office building you don’t have to buy different printers for each computers instead you can just buy one or two printers that can be shared between all computers on a network. You can save on so ftware too many software companies offer businesses software deals that are more affordable than purchasing separate software license for each computer, it also can save time when the time to upgrade to a new version of a software you can just update it on a server instead of doing it on each computer.Another way of saving money is that you can share the internet too. As you can see networking computers has many advantages and it is recommended to network. As I mentioned above the way the networks are laid out are called topology, today you will come across the networks that laid out uniquely using one type of topology or combination of different types of topologies these kind of topologies are also called a â€Å"Hybrid Topology†:1. Bus.2. Star.3. Ring.The Bus Topology is older topology that is not seen that often and almost never used in modern networks.It is very easy to set up because all the computers are connected to each other using a single cable which is called a bac kbone or segment. Because all the computers connected to a bus network to one cable only one computer can send packets of data (which are electronic signals) at a time. Bus topologies have some advantages they are easy to set up, and since they are on one line of cable if one computer fails it does not crash the entire network. They are also very inexpensive to set up because less cable is used.Despite the advantages of a bus topology there disadvantages too. One of the disadvantages of a bus topology is that if the cable used breaks, the entire cable needs to be replaced, and if the cable is too long it will hard to find out where the cable is broken. The bus topology is also not very scalable if you have a small network it will be hard to expand it. It is also not very secure network. Even though the Bus topology is very easy to set up and inexpensive I t is very outdated, it should not be used in a modern networks.The Star Topology is a topology mostly used in modern networks alt hough it is an older topology too, many modifications has been made to it to handle all the modern networking needs. In a star topology all the computers are connected separately to the Hub or Switch, and all computers have their own cable. When a computer sends the packets of data to other computers in the network it is sent through the cable to the hub or switch, then it passes the data packet to other computers that are connected to it.Since the computers in a star topology are connected to the switch separately and all the computers have their own cables, in case it brakes it is easy to configure the problem. The computer that breaks down is the only computer that will not have access to the network, and all the other computer are not affected because they have their own cables connected to the switch. Another benefit the star topology has is that it is scalable and can be expanded anytime. The star topology is the most used topology in modern networks and it is recommended to u se the star topology if you are setting up a network.

The afterlife in Dante's Inferno compared with Homer's Odyssey Essay

The afterlife in Dante's Inferno compared with Homer's Odyssey - Essay Example In addition, trip to the afterlife provides a spiritual fortification and moral uplift, which realizes the mortal man his duties and obligations towards the divinity and fellow beings while his temporary stay on the earth, so that readers can make amends in their behaviors and realize that they are responsible for the deeds they are performing; Homer’s journey of the land of gods in his illustrious Odyssey, John Milton’s depiction of heaven and hell in Paradise Lost, William Blake’s experiences of seeing God and angels in Songs of Innocence and Dante’s Inferno reflect and present the imaginary idea of world hereinafter imitated and followed by these authors in their practical life, which vehemently force the readers to protect themselves from sinful life, as they will have to harvest the crop of their deeds and misdeeds in the afterlife. Dante’s trip to afterlife and depiction of the circles of hell concentrates upon the same motif. Dante’s Inferno describes that his journey starts from Good Friday, when the poet sets out on his trip and comes across ancient writers, poets, politicians, philosophers and religious people during his visit of hell. Here the poet points out the reasons that lead the people towards the wrath of God i.e. in hell, which are based on Biblical stories and set of belief indicating specific reprimands and penalties against particular sins. Since, Dante’s journey to the hell serves as the part his perception of religion and Scriptures, which is related to the sinners’ fate in afterlife, so his trip starts from first to nine circles, as has been narrated in the Old and new Testaments. The Inferno’s protagonist character finds renowned Roman poet of B.C. era i.e. Virgil as his guide, who leads him towards different circles. (Canto I, Lines 47-61) Being non believer of Christ, but

Analysis of Creating Blue Oceans Essay Example | Topics and Well Written Essays - 250 words

Analysis of Creating Blue Oceans - Essay Example The title of the reading, Creating Blue Oceans is effective and relevant since it relates to the reference company. Indeed, authors reckon that blue seas emanate from red seas through the expansion of existing industries as seen in Cirque du Soleil’s marketing strategy (Kim and Mauborge 5). The authors are informative, rational, and unbiased since they address all aspects of the topic. In fact, they introduce the merits, demerits, challenges, and risks of creating blue seas. Moreover, they complete the discussion on a positive note by informing the audience on how to formulate and implement a blue ocean strategy by presenting the principles and analytical frameworks that will guarantee success in creating blue seas (Kim and Mauborge 19-21). The authors derive more understanding on the topic by describing the motivators that drive the need to create blue seas (Kim and Mauborge 8). The reading also explains how companies like Cirque du Soleil moved from red seas by making strategic moves that define the benefits of blue sea strategic moves (Kim and Mauborge 10). Just like in other businesses strategies, the reading recognizes value innovation as the foundation of a blue ocean strategy (Kim and Mauborge 12-14). In fact, the reading offers a clear description of how Cirque du Soleil created a blue ocean based on innovation to gain a competitive advantage in the market. The reading compares Red Ocean and blue ocean strategies to justify why Cirque du Soleil created a blue ocean.

Computer crimes,ethics, and privacy Research Paper

Computer crimes,ethics, and privacy - Research Paper Example The advent of computers and internet in our daily life has given rise to computer crimes, illicit activity that is carried out by the help of computers, and these crimes have had a ponderous impact on the moral values of the people, especially adolescents. In this paper we will attempt to highlight some computer crimes and explain how these crimes give rise to ethical issues. Also a detailed discussion will be made on the breach of privacy through computer crimes. The paper talks about computer technology and ethical issues it poses therefore it is perfectly related to the chapter. Computer Crimes Computer crimes are formally defined as crimes that involve a computer and a network (Moore, 4). Crimes that are carried out by the help of a computer or where computer is the target also come under computer crimes. The word cyber crime is also used interchangeably for computer crime. The most common of computer crimes include identity theft, financial theft, spamming, and breach of privacy . There has been seen a surge in cyber crimes mainly due to the increasing reliance on computers and network. Almost everything is run by computers these days and therefore can be targeted by cyber criminals. Malware (short form for malicious software) is the most prevalent form of computer crime where a person controls a computer by planting some malicious code. The attacker can install or plant the code on a system and then can enjoy great access to the computer without authorization of the user (Skoudis & Zeltser, 2). Common types of Malware include Virus, Trojan, and Worm. Malwares are used to gain access to computers, sometimes just for fun. They can delete important files and can also slow down the speed of the system. Identity theft is another computer crime that can make life of a computer user miserable. The effects of this computer crime are more ponderous than Malware as it can financially hurt the individual. Identity theft involves stealing information of extremely pers onal nature in order to use it for some benefit. Mainly hackers try to gain access to bank account passwords, credit card numbers etc to steal money from the users. The crime of identity theft is extremely prevalent and many people lose their money on a daily basis as a result of it. E commerce has given users opportunity to shop online using credit cards and online merchant accounts. This has in turn increased the chances of identity theft. Other computer crimes include cyber stalking, spamming, and child pornography. Cyber stalking refers to the use of internet for stalking purposes by using personal information of a person. Cyber stalkers use internet to repeatedly harass a person and therefore it is listed as a computer crime (Pot, 1). Spamming refers to the bulk messages that are sent to users. These are unwanted messages that fill the inboxes of users. Spamming is a big business for many people and causes problems for users. Child pornography is also propagated through interne t and it is a serious offense. Children are left vulnerable because child pornography has become a business today through internet. Ethical Issues Involving Computer Crimes Computer crimes pose many ethical issues for the society. The main problem of computer crimes is that they are mostly conducted by teenagers or young people in general. This has posed many problems for the society at large. Younger generation is the

Principle-based Standards versus Rule-based Standards Essay

Principle-based Standards versus Rule-based Standards - Essay Example Every organization prepares its financial statements following a certain set of accounting principles, these standards are generally principle (McGregor & Street 2007). Accounting policy makers are now emphasizing on the effectiveness of principle based accounting and rule based accounting. The argument of these debates has different perceptions (Bennett, Bradbury & Prangnell 2006). However, accounting is a precise subject based on mathematics and does not have any place for judgments. This paper discusses the statement with respect to arguments on these accounting principles referring conceptual framework. Rule based Accounting emphasizes on the detailed rules that shall be followed by accounting while preparing financial statements (Benston, Bromwich & Wagenhofer 2006). It states that the absence of rules may not provide accurate reporting of financial results. When strict rules are followed the accuracy increases and the possibility of ambiguity decreases. On the other hand, princ iple based accounting as known as Generally Accepted Accounting Principles is more focused on the conceptual basis for accountants (Bennett, Bradbury & Prangnell 2006). It is more concerned to ensure good reporting through a set of guidance. Principle-based accounting provides a broad range of guidelines that may be practiced for a variety of circumstances (Collins, Pasewark & Riley 2012). Accountants debate that the application of rule-based and principle-based accounting is as complicated as issues of economics; the dynamic economical conditions are triggering point for accounting circumstances to transform (Benston, Bromwich & Wagenhofer 2006). Therefore, the effectiveness of the application of these rules and principle may remain controversial. Considering the conceptual framework both accounting standards are based on simple mathematics. Treatment of Elements The treatment of the accounting elements is evidenced that the accounting principles are based on simple mathematics (Jo nes 2011). The treatment of assets, equities, liabilities, revenue and expenditures in both rule based and principle based accounting standards is alike. According to the conceptual framework, the objectives and elements of accounting principles are similar (Bennett, Bradbury & Prangnell 2006). Principle-based accounting and Rule-Based accounting have largely same objectives. The qualitative characteristics of both standards are also similar; according to the recent research it has been concluded that GAAP and IFRS follow basic agreements on the qualitative characteristic, that is, Relevance, Understandability, Reliability and Comparability (Collins, Pasewark & Riley 2012). Qualitative Agreement The concept of understandability is also similar in both standards. Principle based accounting and rule based accounting standards emphases that the financial information shall be understandable for users of financial statements (Ampofo & Sellani 2010). Another qualitative agreement, that is relevance, both the standards provide basic agreements on that the financial information should be relevant. If we focus on the treatment of elements in Principle-based accounting and rules based accounting is similar (Agoglia, Timothy & Tsakumis 2011). Consider the treatment of revenue in the both principles is similar (Whittington 2008). The foundation of accounting is based on a formula that is assets are equal to a sum of liabilities and equities (McGregor & Street 2007). No major differences in the treatment of as

Conceptual Art as a Response to Modernism Thesis

Conceptual Art as a Response to Modernism - Thesis Example The essay "Conceptual Art as a Response to Modernism" analyzes conceptual art. Conceptual art was a critique and a pushback against modernism, simply because modernism had a structure and a place in history and theory of art. According to Harrison & Wood, modernist art assumes the relationship between art and language and art and theory. Theoretical art, according to Harrison & Wood is post hoc, in that it builds upon tradition and what has gone before. In this sense, modernist art, while new and a repudiation of traditional art forms, still retained a semblance of previous art forms. The modernists explored the future in their art, and built their concepts on the â€Å"new man,† yet, the forms that they explored did not stray to far from traditional art, as they looked for a â€Å"different means of expression best suited to each component of his language: line, surface and color†. In other words, artists explored different ideas and different ways of creating art, and different means of expression, yet these explorations occurred within the confines of accepted art forms, such as painting, sculpture and the like. So, it is perhaps ironic that one of the fathers of the conceptual art movement was a man who was associated with modernism, and that was Marcel Duchamp. Duchamp was the first artist who conceptualized everyday items as works of art. Or, rather, he was the first artist who was able to turn everyday items into works of art, simply by stating that these items were something else entirely.

Discussion Assignment Example | Topics and Well Written Essays - 250 words - 13

Discussion - Assignment Example Before his death, Steve had raised the level of Apple Company to become a multinational company. Currently, Apple Inc has expanded from computers to consumer electronics in a period of thirty years. Some of the product that is in the market from the company includes pro line laptops, consumer line laptops, iPod, iphone etc. The company also employs thousands of young, innovative people who come up with new ideas to fill any gap that is identified in the market (O’Grady, 2009). Some of vision by Steve jobs can be used by other companies to increase their level of profitability. One of the visions is making the company customer and employees oriented. This would increase customer loyalty towards the products while at the same time increase working morale for the employees. Second vision is to give back to the society. Social corporate responsibility would help in creating a positive image for the company as it did for Apple Inc. This would help the company attract more customers towards purchasing its products. Teamwork is another vision that a company should enumerate from Steve Jobs. Despite holding a high position in the company, Steve Jobs always related with his subordinates an aspect that created teamwork in the company. His vision was to ensure that Apple Inc remains united and employees work as a team irrespective of their level in the company. This would help in creating harmony in the company an aspect that could be replicated in the overall perfo rmance of the company (O’Grady,

Property law exam questions Essay Example | Topics and Well Written Essays - 1500 words

Property law exam questions - Essay Example Garcia and other persons or entities that may later on claims interest on the property. By virtue of its nature, an annotation on the Torrens Title is indefeasible. Where there is clear showing that the property is held under the Torrens Title, the argument in Garcia shall not be applicable. Reliance on the mortgage and guarantee executed over the couple’s home as evidence by the annotation in the Torrens Title is enough to bind the couple and other interested persons. a. My advice to Ms. Tomasina Jones is to seek redress in court based on the argument of prior right over the property and the fact that it was sold without her consent and authority. She can file a case against Ms. Thompson for fraud and recovery of property. Since Ms. Esther Asterix have not registered the sale and could not be held the absolute owner thereof thus Ms. Jones can claim prior right. Furthermore, since Ms. Thompson unduly enriched herself on the expense of Ms. Asterix, she shall be liable to return the money to Ms. Asterix plus damages. To best understand how the case metamorphosed, let us go back to the facts. Ms. Jones is a holder in fee simple where she has all the rights towards the property. In the case at bar, she employed Thomson Thompson to manage the far in her absence. Unfortunately, Ms. Thompson found the certificate of title concealed in an old Tim Tam Indulgence tin and used the same to sell the land to Esther Asterix. Ms. Asterix paid the valuation on a walk-in-walk-out basis, which is valid under the Conveyancing Act 1919. At the time of the sale Ms. Asterix have no idea that Ms. Thompson was not really the true owner of the property, making her a purchaser in good faith2 under Section 29B of the Conveyancing Act 1919. Under this section, â€Å"an instrument purporting to exercise a legal or equitable power of appointment over property, which, in

Aircraft Icing Research Paper Example | Topics and Well Written Essays - 1750 words

Aircraft Icing - Research Paper Example Icing does not spare any type of aviation. In extreme cold conditions, ice forms naturally. An aircraft, despite its size and shape, has no control over formation of ice over its surface. Deicing and anti-icing treatment helps ward off icing on aircraft surface. But even with these treatments, it is necessary to be on the lookout for sneaky icing to happen unobtrusively. No region in the world can boast of ice-free aviation condition. Icing is not known as the silent killer for nothing. It has taken heavy toll arising from complacency and lack of vigilance. Early in the 1940s when the problem of icing began to get noticed, people in the aviation industry did not view it very seriously. Aviation was not a huge industry then. However, when the industry began to grow in leaps and bounds in the late 1970s, icing problem began to get noticed. Customer base grew. It became a demanding market. It became necessary for flights to be frequent and time adherent. It was then that problems such as icing began to get noticed in the way it should. On 13 January 1982, the Air Florida flight 90 accident at Washington National Airport sounded alarm bells to the lethal hazards of ground icing (William M. Leary). The clear and smooth ice with air pockets that has the lumpy and translucent appearance. The more the accretion, the less the glazed ice takes the form of the wing. This ice is clear and hard to break and is more transparent. Mixed ice Rime ice and clear ice together form the mixed ice. Conditions that cause icing High humidity and the low winter freezing levels are the main causes of icing. The airframe icing are caused when planes are flying through visible cloud, rain and drizzle and the temperature reaches at a point zero or sub zero. The aerodynamic danger The weight of ice on the body of the plane causes accretion; the accretion occurred is asymmetrical that causes higher uncontrollability to the plane and aircraft movements. The visibility in front of the plane is also lost because of the ice. The propeller blades of the plane if iced causes reduction in thrust and may result in danger by causing imbalance to the movements of the plane; surface movement may be cut down because control of the plane may be lost, causing flutter. The antennae of the plane that helps in bridging communication may render ineffective. The speed of the plane may be stalled because its flaps may be extended. Technology of icing detection Anti icing technology The technology is used at a pre icing stage, to avoid ice to shape form on the body of the plane. Various areas of plane are heat up including carburetor heating, prop heating, pilot heating, fuel vent heating, and wind shield heating, etc. Deicing This procedure is used after the icing conditions have engulfed the plane. Surface deicing equipment is to prevent any ice from inhibiting the

Inside and Out Essay Example for Free

Inside and Out Essay A Compare/Contrast Essay about the advantages and disadvantages of  hanging out at home vs. going out to have a good time as a young adult. We all like to have a good time. Whether it is with our friends, significant others, or our families, we all need to relax. Being a young adult myself I have learned to make wiser decisions about my party time based on prior experiences. After having gone to the clubs, the bars, the pool halls, and the raves I now know that where the real party is at is inside the comfort of your own home where you are the one in control and are not subject to some of the expenses that going out can bring. I think the biggest two aspects that I have to decide between now in my life is going out to dinner and a movie versus hanging out with the same people at the house. Being in control means not getting yourself into predicaments that you normally wouldnt put yourself in. The first predicament I can think of putting myself in when going out is my money situation. Being the young person that I am I have not been given the opportunity yet in my life to be making the mega bucks. Thirty to Forty dollars a night to go to dinner and a movie may not seem like much to some, but for someone who makes on average two-hundred dollars a week and has some hefty bills to pay, thats a big deal. Why would someone want to go out, spend twenty dollars on dinner then $8.50 per person on a movie when they could just as easily stay home rent a movie for about $4.00 for everyone to watch, and cook a meal that cost twenty dollars to feed everyone? On the other hand, when you do go out, although you do spend a little more, it is also a less time-consuming process and easier on the host or hostess. Instead of having to go to the store to get the ingredients for dinner, going to rent a movie then coming home and preparing dinner, you instead just scout from place to place and do what you have to do. Also, going to a restaurant can be a little relaxing from time to time because you have someone to serve you and you have nothing to worry about but basking in good  conversation. There is no mess to pick up or dishes to do once the dinner is over. Another advantage would be that at the theater there is a bigger screen. Im not too sure if bigger is better to everyone, but I do enjoy a good theater flick from time to time on those oversized screens. Also, when in the theater you get to savor the rich buttery popcorn that only the theater can provide, although it costs another pretty penny. Another great advantage to staying in is the people. Its such a good time when you have people who are appreciative of you as their host or hostess. Renting a good film and serving a fabulous meal is the epitome of a good night for me and my family and friends. Be it a nice southern barbeque dinner or fancy chicken cordon bleu that I prepare, it seems as though my guests always feel satisfied. It makes a person feel good and is often times relaxing to realize that something theyre doing brings joy to others. To know that you are the one that put the smile on their face or the one who made sure they had a good day is an awesome feeling. Not many other feelings top that one for me. Whether you stay in or go out be sure to relax and have a good time. Thats really what being with the ones you love and care about is all about. Make sure to mix things up a bit so that it doesnt get too monogamous staying in. Also when going out make sure to take just enough money that you can afford to spend or youll wind up broke until pay day. Whatever it is that you do, make sure it is not stressful. Remember, having fun means relaxing, no matter how you do it.

Growing Years Essay Example for Free

Growing Years Essay People come and people go, moments are gone through and experiences are created. What only remains are memories ,and for that reason these growing years are considered to be golden. Growing up is the most important aspect of an individuals life as it determines on their state of mind and how they look at life when they are old enough. Some go through a hard time whereas some may just cruise through a good life. Life is definitely a long journey but how we go about it is up to us, we see a lot of what life has to offer us at the time of childhood and teenage years. A lot of attractions and distractions, basically the good things and the bad and how these influence us. I have gone through different situations in my life, have had to make pretty tough choices ,but one of the best things Ive learnt from these growing years is that your life is never at a stand still even when you think it is. The modern world has loads to offer teenagers like me. But at the same time I would like to include myself to agree on the fact that growing up as a person from within isnt an easy task. Ive found myself in different instances at a stage where I dont seem to be agreeing with my parents. Well obviously my mind is developing and I have opinions of my own. This did lead into quarrels at times, its not that I may necessarily be wrong but I dont think anyones parents would like their child to not agree with them on any aspect. The solution that I found to this problem was to be more understanding to thoughts and opinions that people shared with me. I could consider myself lucky to go on that path because Ive come across quite a few people who have thought in another sense and are perhaps now leading messed up lives at home and away. But then again thats all part of growing up, it could be scary at times but life has much more to offer than just a scare. My growing up like anyone elses has its own ups and downs, but lucky for me Ive learnt from my older brothers experiences and have been cautious into not making the same mistakes as he has made. We come across many friends in this period of life, many come, couple of them remain in our present time but only some or none remain as you move on all the way. Yes when were young were all joyful and think that nothing can ever affect our friendship and lifestyle. But what we forget is that those who are surrounding us are growing up too, and they begin to think differently and thats what fades them away from us. No doubt that Ive learnt quite a lot from my friends but one regret would be there that some of them arent present in the bonds of friendship around me. Due to all the distractions that growing up has had on me, Ive had a conflict with education and living reality itself. I guess I was just taking it too easy and was playing around with the responsibilities that were put upon me. Each year that you grow certain tasks are handed to you, be it from your parents or life itself. Whereas at the same time certain things are expected from you. I am quite sure that I personally never was in favour of this. Probably that couldve been one of the reasons I quarreled with my folks. I guess I just couldnt live up to the expectations. For instance, when I was out with my friends I had to be home by a certain time. I thought of this as reasonable to an extent but sometimes I went over my curfew. Obviously this wasnt acceptable from my parents as it was heading me towards indiscipline. I always thought that a couple of years back I was invincible and nothing but good things could come out of what I was doing, basically I was happy in satisfying myself. Therefore I guess I was looking for some space of my own which my parents werent willing to give me at that point of time which would be my early teenage years. But now I realize that all I was doing was just neglecting my tasks and duties. Life cannot be lived with one owns satisfaction and happiness, its also about sacrifice, sacrifice that my parents have made in order to help me live a good life, as they think of my future and happiness before their own and perhaps I have to carry out these values to a family of my own. But yea I was too young then and still am now but I can certainly say that Im in a better sense of mind to understand these things now. For this reason now I understand why my parents decided to give me this space now as I could use it more rightly. Ive been infatuated with material things and hav e gotten lost in the unreal world of dreams and fantasies. More importantly my teenage years brought about certain feelings and emotions in me that made me interact with the opposite sex. Definitely this is a normal feeling and theres nothing wrong with it. Going on dates and having serious relationships with girls was another aspect of my growing up. This perhaps made me well versed with the word love but what Ive experienced with most girls was just infatuation and a phase that eventually had to fade away. This all is a part of growing up, but when it begins to interfere with your personal life or becomes a part of your personal life then I guess things just seem to be all messed up. Your moods and attitudes can easily alter at any given moment. In my case I could see this coming and still couldnt take control of it. A really funny situation I guess for many but for me it was just a result of getting too involved in something that never was. I devoted a large amount of my time on telephones and going out which in the end added up to nothing. While making hasty decisions I never really thought twice or overlooked at what I was doing after a while. The mess began to add up and soon I found myself lagging behind in stuff that really mattered for me as a person as I didnt give much attention to it previously. I still do mostly all these things but within boundaries and dont make it control my lifestyle as now I perhaps am in control of things and myself. Opening myself up as a person was never a problem but opening up to the wrong people was a mistake that I constantly committed and trusting the wrong people too was involved in this. In a way I remain happy at the fact that Ive gone through experiences such as these at a young age, as it keeps me prepared for the future. Neglecting my duties as a growing child ,I constantly came across a lot of troubles ,this included studies ,social life etc. There came times when my parents were really unhappy with me and my future remained a question mark in their minds as it built a lot of tension within them. But what Im grateful about is that they never lost faith in me and they constantly always explained to me about what was right and always heard my side of the story too. Perhaps because of their love and affection it was a quick process for me to realize my mistakes and undo my way of thinking. Ive at times tried to make my brother as my idle and live the way he did, in a quite reserved but jovial way. There have been instances where I just wanted to be in my brothers shoes as I felt that he handled himself quite well while he was growing up. According to me he did everything at the right time and thats why he enjoyed quite a bit. But I cant escape the fact that him n me are two different personalities and we just have to be our own people. I hear from a lot of people who are elder to me, that my age is the best as I dont have to worry about a lot of stuff. It brings upon confusion to me as I think the responsibilities that are on me arent too easy to fulfill though theyre necessary. But as a growing child, I explored a lot that perhaps people my age wouldnt. Main reason for this being that I was quite curious and being the youngest in my family always accustomed me to what elders usually do and how they behave. It was serious conflict as one hand I was neglecting my given duties and on the other hand I intended on doing things that I wasnt capable of. Eventually I realize that being older than I already am isnt an easy task either and probably when I do come to that age I would wish to be where I am right now. Keeping that in mind, Ive experienced times that Ive wished and wanted to act older than I already am. But what I was leaving behind only I know. That of being a kid and enjoying the best of what it has to offer. Being a kid or a teenager, I always hated to lose and I still do, be it anything perhaps at studies or at sport, or losing friends. But while growing up youve to accept to lose at times and youve to be open to that fact. Understanding that I guess has helped me into not being stuck up and has helped me in growing further as a person. In my years of growing up I have come across many instances that Ive witnessed people breaking up their relationships with each other just over meaningless arguments. Having fights is normal but it goes over limit when it starts effecting the way two people think about each other. There has to be space for understanding certain things as every person has his/her own opinions over matters. But many yet remain oblivious to this. Thats why perhaps it is easy to ruin things but hard to keep it together. I sometimes sit to think about most of those teenagers who have slit their wrists and committed suicide in depression, well in their case they never liked losing either and resorted into ending their life. I can probably relate to some teenager problems considering Im in the same age group and perhaps have gone through the same at some stage, but my upbringing has excluded the thought of suicide from me. Everything has to come to an end at one point in time and that refers to our lives as well, so we should wait until then. Thats why we teenagers are always told that theres a time for everything. In my times of growing up, Ive had a lot of fun even through all the hardships that have come along my way. Going to gigs and parties with friends was no more of an exciting thing to me as before. Since Ive cut down on that theres more value to it now then there was before. One of the most important tasks that Ive learnt in my journey of growing up is setting priorities. Something I wasnt good at doing so sometime back. There are loads of distractions available to get you off your way but if you have your priorities set out I dont think you could go off track. Part of becoming an adult brings a lot of confusion in our minds. There come times when people have asked me what Ive wanted to be when I grow up, and Im left with no answer. I realize I cant be young all my life but it just seems with all the competition around Im growing up much faster than I should be. But thats how this modernized world works, and I could probably deny the fact but cant hide from it. Accepting this Ive got an ambition, something that I hope to become and achieve. But I realize that this task isnt easy for some people and this has helped me into understanding the problems that some teenagers go through. They cant deal with the pressure and therefore breakdown into depression. Understanding aspects like these and looking into my own life, it has been quite easy to give way to other peoples opinions and sometimes accept what someone else says on top of your own word. Being unselfish is a part of growing up too. These values instilled in me thankfully is to my advantage and would perhaps benefit me in my future. There sure have been times when I just have been fed up of happenings around me and wished that everything should just stop. At the end of things I still would have to get on with my life and deal with my problems as thats part of growing up. I do wish that sometimes things should be quite different from what they are, but then if life had to be so predictable there wouldnt be any fun left in life itself. Believing in something of this sort has made me want to enjoy life as it comes even through its good times and bad. Understanding that behind every face theres a story, and thats why some people act in the manner that they do, we have to be open to whatever this life has to offer us. Growing up isnt an easy task but how would we ever know where our silver lining lies if we dont want to grow up. These growing years are considered golden as theyre times once lived they can never come back. We have the ability at times like these to make the most of our lives and should definitely use it. We never stop learning and thats why everyday we look at our life through a different light. Every year that I grow it brings me closer to my adult age and cuts off a year from my life. There surely is a time for everything and in life there are no short cuts to that. From now on I would like to take things as they come and enjoy myself under those means. Therefore I would like to live my life to the maximum level and in the right manner. Im still growing and so far the journey has been incredible.

Costa Coffee Marketing Plan China Marketing Essay

Costa Coffee Marketing Plan China Marketing Essay This paper aims at outlining the strategic marketing approach of Costa Coffee for entering a new market . Costa Coffee is the British part or retail sales of Whitbread Family. Whitbread is a British Multinational Company and it has franchises worldwide. Whitbread includes Hotels, Restaurants [Household names like TGI Friday], Health and Fitness plus Other Businesses. The contents of this paper include the marketing strategy of Costa Coffee and its expansion plans in China. Introduction The Story The history of Costa Coffee began in a mountain town outside the region of Parma, where there was the house of Costa family. In the late 60s, the Italian brothers Bruno and Sergio Costa, hungry for success, traveled to England, seeking an opportunity for professional advancement. By arriving there, they found how simple the English coffee market was. Motivated by their Italian background and Sergios skills in the roasting of coffee beans, they decided to return to Milan to enrich their knowledge and technique in Italian coffee shops. In 1971, upon their return to London, they bought a three-story building in Lambeth, where they set up their own coffee shop. In the beginning, the Costa brothers worked as producers and wholesalers and were supplying high-class restaurants and specialty stores. Soon, they built their reputation for their dedication to excellent quality of their product. However, in 1978 they had to find some employment for their wives in order not to interfere in their business. Therefore, they decided to create their first coffee boutique in Vauxhall Bridge Road, London, and assigned its management to their wives. This idea experienced tremendous success, and led the brothers to the expansion of Costa coffee boutiques and award their management to relatives and friends. Since the opening day of the first store to date, the same traditional method of slow roasting (18-22 minutes) of coffee beans is used, offering the delicious and fragrant blend Mocha Italia, from 6 Arabica beans and 1 Robusta. Listen Read phonetically Dictionary View detailed dictionary Today, Costa Coffee owns 500 shops worldwide. Costa Coffee believes in its employees skills therefore, it provides intensive employee training at the Cost Coffee Academy. VISION: Costa Coffee vision is to provide the best hospitality to its customers since its range of hospitality products range includes restaurants, hotels and leisure clubs. MISSION: To serve the best coffee in the true Italian style. BUSINESS PORTFOLIO: Costa Coffee has built an unrivaled reputation for coffee excellence, and this is achieved by fully controlling the process, from harvest and selection of coffee beans, from the roasting of the Italian maestros, the choice of engines and compliance with the procedures of manufacture of beverages, ensuring this way that customers can enjoy the same excellent quality coffee at any of Costa Coffee in the world. The drinks are served in 3 different sizes Primo, Medio and Massimo, and the customer can choose between the unique blend of Mocha Italia, or decaf, whole or skim milk and add an extra dose of espresso, flavored syrup, cream, candy or chocolate. There are 15 factors that are combined and help to create the perfect Costa coffee. In addition, in every store worldwide regular controls take place, which ensure consistency and maintenance of quality. Every Costa Coffee has a Barista Maestro (coffee expert) responsible for maintaining the excellence of the drinks served. COSTA COFFEE AND STARBUCKS: Starbucks is the largest competitor of Costa Coffee. Starbucks is the leader in the coffee shop market. Its international presence is in 50 countries. On the other hand, Costa Coffee, is the third biggest coffee specialist in the market with shops in 25 countries. Both companies have an excellent financial performance up to 2005 but in 2008 there was a decrease in revenue and operating profit as a result of the global economic recession. However, in 2009. Starbucks has an improving in cost structure and therefore its liquidity is better than Costa Coffee since it has managed to pay its short term debts. A key factor for both companies is globalization since most leading players in the foodservice market expand their operations in other countries. So the future success of Costa Coffee will be based on its operations outside the UK. The same applies for Starbucks. . THE CHOICE OF CHINA: China is one of the biggest economic forces in the world. Its domestic market is larger so there is a lot of potential for multinational businesses. Its average GDP growth rate is more than 10% despite the global economic crisis (10.9% last quarter 2009) (BBC China economy 2009). International financial analysts believe that the growth of the Chinese economy will continue. Regarding the coffee industry in China, it should be noticed that competition is quite intense but sales in cafes has grown by 8% to RMB36billion (over  £3,487million). It should also be noticed that in 2009 coffee shops chains had a growth of 22% (Euromonitor International August 2009,Cafà ©s/bars China). However, the Chinese market for many international companies is considered a tough market since it is difficult to understand local culture and customeCNY. Therefore, many companies pursue joint ventures and strategic alliances in order to do business in China. In 1998, Starbucks entered China and it has 180 coffee shops. In 2006, Costa Coffee entered China in a different way i.e. through a joint venture with Yueda Group which is based in Jiangsu Province. This was done because a local partner knows the market better so market penetration for the new entrant is easier. However, this also means that Costa Coffee is heavily dependent on Yueda. Costa Coffee has a strong Italian aura that aims at attracting the Chinese market. Affluent Chinese customers want to taste a coffee that is represented by a global brand name. So far, Starbucks has been quite successful in this area. The risk is that by being a partner with Yueda, the brand will be customized too much therefore, Costa will lose its competitive advantage which is the Italian aura. Starbucks has very aggressive expansion plan in China. The crucial point is if Costa Coffee will maintain its brand essence and will not be customized. In this case, Costa Coffee will be a strong competitor to Starbucks. Future trends Strategy The main issue for chained coffee shops is to create a unique experience that cannot be easily copied. The consumers want to enjoy their coffee in a nice environment. The coffee shop space should be comfortable with an ambiente that will be inviting so the consumers will return to the shop again. People will want to live the espresso experience at home so the sales of equipment and coffee will increase as well as the demand for better and higher quality of coffee and beverages in coffee shops. Corporate social responsibility is another issue that chained coffee shops should take care on. They have to prove that they implement ethical practices. Regarding marketing, researchers predict that chained coffee shops will use mobile apps and have social networking tools in the very near future. COSTA COFFEE Financial Data Turnover:  £263.8m (2008:  £216.3m) Operating profit before exceptional items:  £22.7m (2008:  £20.8m) Number of outlets: 881 in the UK, 407 overseas Total Revenue  £ (m) Strategy Our target for Premier Inn during 2009/10 is to deliver around 2,000 new rooms in the UK and overseas. We have a strong pipeline of secured sites and will continue to develop a land bank. Internationally, our first hotel opened in Dubai during 2008 and we will build on this position, intending to open a further two hotels in the Emirates plus one in India. We plan to open around 100 new Costa outlets in the UK in 2009/10. We will capitalise on our strong Costa brand by focusing on new locations, as well as areas where we can replace existing operators, such as in supermarkets, hospitals and leisure facilities. Costa will also continue to strengthen its position across international markets, adding 100 net new stores in the year ahead. MARKETING OBJECTIVES: Enter Greek market and develop a significant market share; Increase product portfolio by new high caliber products; Bring more value to shareholders; Be a leader in its field for customer service; Develop alliances with commercial partners and the communities in which Costa Coffee shops operate. TARGET MARKET Costa Coffee offers a wide range of products suitable for all consumeCNY. So far, coffee in China is consumed in big cities (Beijing, Shanghai, Guangzhou). Coffee producers have targeted young professionals since they are the most westernized, affluent and open-minded. However, they see it as something that is in fashion rather than a regular habit. Another target group for coffee consumption are returnees i.e. Chinese that studied in Western countries and come back to China. They are also affluent and they are accustomed to visiting coffee shops. Ex- pats are another target group. Chinas economic growth has attracted a lot of investments from foreign companies. Ex-pats are used to drink coffee and their number increases every year. It has been estimated that businessmen from Hong Kong and Taiwan as well as Westerners amount to 30% of customers at multinational chained coffee shops as Starbucks. The above customer base has been quite saturated so there is a need to increase customer base. However, coffee is considered a luxury good and the average Chinese cannot pay for a cup of coffee. The average Chinese annual income is RMB 8000 yuan whereas a small cup of Starbucks coffee costs RMS 12 yuan ($1.5 which is the same price as in USA). In the big cities the average annual income is higher however it is still difficult for someone to consume a cup of coffee. If coffee still goes on being considered as a luxury good, it will happen the same thing as in Japan i.e. it will take China more than 90 years to make coffee popular. Market Segmentation: Based on the above the following market segments were defined: Young / Mature professionals Returnees Ex-pats Students Middle Class Upper Middle Class Single Married Bus section and train/airplane passengers Marketing Strategy: Costa Coffee will follow Market Development strategy and the reason for choosing this strategy will be explained below: CURRENT NEW PRODUCTS PRODUCTS 1. Market Penetration Strategy 3. Product Development Strategy 2. Market Development Strategy 4. Diversification Strategy CURRENT MARKETS NEW MARKETS   Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Coffee is considered a luxury good. This misperception hinders businesses in identifying customer groups and implement marketing strategies. This misperception also hinders the majority of the population to get acquainted with coffee. The same happened in Japan, where coffee was also considered as a luxury beverage with unreasonably high prices. It has taken almost 90 years for Japan to get acquainted with coffee and still per capita coffee consumption is quite low. This makes things worse since Japan sets the trend for Taiwan and South Korea.   Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Ãƒ £Ã¢â€š ¬Ã¢â€š ¬In China coffee shops open every day in cities like Beijing and Shanghai. However, the average Chinese cannot afford a cup of coffee everyday. Multinational coffee companies have faced difficulties in developing the Chinese coffee market. Although they know how to penetrate mature markets but they see that they have difficulty in immature coffee markets. These companies need to understand better China and its people. Without understanding them all marketing campaigns will be in vain. A characteristic example is the marketing campaign of Nestle which was targeting at the young middle class Chinese although in reality this class does not exist or even if it existed they would not be heavy coffee drinkeCNY. Starbucks has increased awareness but it needs a different strategy for the Chinese market. Only KFC has been quiet successful. Starbucks success cannot be considered as sustainable since it was based on management, financial power and brand name whereas the Chinese market needs entrepreneurship to advance it and this is what Costa Coffee is planning to do. Coffee has been promoted by the Chinese government through festivals and fashion awards however these strengthened the misperception of coffee being a luxury good. Local coffee shops add too many side things such as food, spirits etc. Therefore, they dilute the idea of coffee. Coffee is a product that does not hurt health, stimulates the brain and it is addictive. Based on researches someone who has drunk coffee three times a week for two months in the row is addicted to coffee. Brain stimulation is important for personal wealth and intelligence. Coffee became popular because coffee shops were focused at making the customer accustomed with coffee. When people get accustomed then the market develops at an extremely fact pace. The coffee shop is important for this development and a coffee shop can be a seated place or coffee stands and carts. It is important to make people drink coffee and then offer them ground coffee. Many companies have found as an excuse the fact that tea is dominant in China and there is no place for coffee in a tea dominant country. However, there are no major tea companies that can compete international coffee giants nor is there a specific promotion to protect tea. On the contrary local society support the development of coffee houses and it is not negative to coffee. Costa Coffee will focus on making people drink more coffee. Its new coffee shops will be around areas where people gather such as Universities, stations and office buildings etc. This can be the best promotion since if one group of people becomes loyal to coffee then it will influence other consumer groups. Costa Coffee will focus specifically on these people and its promotions will be measurable and specific. Coffee has an unbeatable image in China and it is known to everyone. Costa Coffee will be based on the quick service restaurant (QSR) concept. QSR is based on the idea of offering cheap, clean and good food and its purpose is to sell to a wider range of population. Costa Coffee plans to adopt this concept. Coffee has a high profit margin but food is what attracts people to the coffee shop. Costa Coffee already offers more products than coffee; however it should plan to add more snacks that are better suited to local customers and a cheaper but good quality filter coffee for taking away. Many local Chinese coffee shops offer food however, they have not formulated a strategy so they cannot be considered as potential competitoCNY. So far in these shops the restaurant is separated form the coffee house something that it is not the case of Costa Coffee. In the next two years the aim is to introduce new product lines that will be offered at affordable prices for the average Chinese consume r. It should be noticed that this does not mean price cutting since this will hurt Costa Coffees brand name. The location of the new coffee shops is also an important part of Costa Coffee strategy. Up today, the coffee shops were opened at locations where population is dense and the income is high. As a result, the rental prices are quite high. Therefore, Costa Coffee is planning to open new shops at bus stations and other busy intersections where rents are lower and the traffic is big. The marketing strategy that will be followed to China is important since it influences neighboring states such as South Korea which is also a new coffee consuming country. If the model of highly expensive coffee will be followed then the consequences will be similar to Taiwan and Hong Kong where there is a negative trend in coffee growth. à £Ã¢â€š ¬Ã¢â€š ¬Ã‚     Ã‚  Ã‚  Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Ã‚  Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Ã‚   à £Ã¢â€š ¬Ã¢â€š ¬Ã‚     Ãƒ £Ã¢â€š ¬Ã¢â€š ¬Ãƒ £Ã¢â€š ¬Ã¢â€š ¬ SWOT ANALYSIS: Strengths Weaknesses Established brand name worldwide Expensive prices for the average Chinese consumer Wide range of products Starbucks dominant position in the market Third ranked coffee shop chain in the world Coffee is considered a luxury good Know how of Yuda (local partner) Tea is the daily beverage of the average Chinese Opportunities Threats Big market potential a lot of Chinese Consumers that do not drink coffee Stagnant coffee growth due to high prices Unbeatable image of coffee Possible marketing enforcement of tea companies No competitors are located at bus intersections PESTEL ANALYSIS: Political China has a stable political environment that welcomes foreign direct investments. Economic The Chinese economic growth is impressive (10% per annum). Social Although the income of the average Chinese consumer is low, there is a growing middle class -190 million urban households, or 29%. According to McKinsey, middle class is expected to expand to 75% (372 million), by 2025 (DAltorio 2011). Technological New coffee machines are produced so making coffee at home is easier. Environmental There is a trend in producing organic coffee. Legal There are no legal issues involved. MARKET POSITIONING: The positioning strategy of Costa Coffee will be in line with its international strategy i.e. THE ITALIAN COFFEE MASTERS. The competitive advantage of Costa Coffee is the quality of their coffee. The image of the company is that is has a UNIQUE coffee. Another positioning of Costa Coffee is that this excellent coffee quality can be offered with affordable prices (launch of the new take away filter coffee). THE ITALIAN COFFEE MASTERS This is the tag line that will communicate the Italian aura of Costa Coffee to the mass audience. Since Chinese consumers perceive well the Italian atmosphere it is expected that it will attract more people to Costa Coffee. MARKETING MIX: Product: Brand Name: Costa Coffee is a well established brand that signifies luxury, perfection and excellence. Chinese consumers prefer established brand names. Image/Theme: Luxury Costa Coffee is related to luxury. The coffee shops ambiance is trendy and comfortable. Customers will have a nice time in a flashy environment. However, this luxury image should be cleverly related with the new, affordable, take away filter coffee. The message that will be transmitted is luxury can be affordable and can be taken with you. Color Scheme Costa Coffees shops are in warm tones having brown as the main color. Other colors that are used are green, black and white. The purpose of this color selection is the creation of a comfortable and trendy atmosphere. Service: Apart from coffee, Costa has a reputation of excellent service. Hiring and retaining talented employees and train them accordingly is a strategic goal of the company. Product variety: ESPRESSO A short, strong and black coffee, with no milk. ESPRESSO DOPPIO A double espresso shot. For those who like it strong. RISTRETTO An extra short coffee, even shorter than an espresso, with an even stronger flavour. MACCHIATO Espresso topped with just a dash of milk. Yum. AMERICANO Coffee, mixing shots of espresso with hot water. Add milk if you like. FLAT WHITE A rich, full-flavoured coffee with a velvety, smooth texture. Each Flat White is hand-finished with a distinctive pattern. CAPPUCCINO Coffee combining espresso with steamed, frothy milk. Chocolate on top if you have a sweet tooth. CAFFE LATTE Coffee made with steamed milk. Not as strong as a cappuccino, but just as good. MOCHA Espresso with hot chocolate, topped with steamed, frothed milk. (Source: Costa Coffee 2010) Costa Coffee products variety includes iced tea and coffees as well as cakes, pastries, Panini and sandwiches. Prices: Costa Coffee prices are generally higher than other coffee shops. High prices are related to the outstanding quality and taste of Costa Coffee. Therefore, the traditional customer groups of Costa Coffee are high and middle classes. Costa Coffee believes that a reduction in its prices will harm its brand name. However, it wants to increase its Chinese customer base so it will offer a filter coffee for takeaway at affordable prices. Chinese middle class growth rate is significant, it will reach 372 million by 2025, it is a social class that cannot be neglected. Therefore, Costa Coffee is planning in the next three years to offer its products at affordable prices for the Chinese middle class without harming its brand name. Locale / Setting: The next Costa Coffee shops will be at busy intersections e.g. bus, train stations and at areas where office buildings and Universities are located. It will focus again on the big cities like Shanghai and Beijing. The aim for the next three year is to have 30 new coffee shops at both cities. Promotion: Costa Coffee will not do a lot of advertising since its brand name is recognized. However, there will be special sales promotions at its new shops for the new filter coffee that can be taken away. Costa Coffee is based on word of mouth advertising since reputation is very important. MARKET DEMAND It is important to measure the market before launching new products and shops. It is also important to measure the market after the launch of the new products / shops so as to see their effects and gain a larger market share. Growth Share Matrix There are two factors that are important for the expansion to new markets and these are : market attractiveness and the Business Strength. Market Attractiveness Business Strength Factors Rate Factors Rate Overall Market Size 70% increase (2004-2012) Market Share 5.0 Annual Market Growth Rate 7.8 Product Quality 5 Competitive Intensity 4 Brand Reputation 4.5 Technological Requirements 2.5 Distribution Channel 3.5 Inflationary Vulnerability 4.9 Promotional Effectiveness 4.5 Productive Efficiency 4 Managerial Personnel 3.5 Market Attractiveness As it is seen above, the attractiveness of the Chinese market is very high. The annual growth rate of the coffee market is high. There are no significant technological requirements since Costa Coffee already possesses advanced technology. Inflation is quite high and it seems that it will increase in the near future, however the targeted market groups remain unaffected (growing Chinese middle class). Partnership with Yuda will protect Costa Coffee from any possible dangers. Therefore, the Chinese market is very attractive and suitable for coffee shops expansion. Business Strength Costa Coffee is part of the well-known Whitbread Family. The quality of Costa Coffee is unquestionable. Costa Coffee owns more than 500 stores worldwide. Its outlets are in Europe, UK, Middle East, India, Pakistan and China. In order to maintain its excellent reputation, Costa Coffee will continue its policy of recruiting, training and retaining the best available employees in China. Business Strength High Medium Low High Medium Low Costa Coffees Business Strength is high and the overall position is ideal for further expansion into the Chinese market. Projected Sales in CHINA Costa Coffee projected sales are expected to rise to almost 97% in 2012 and this is due to the launch of the new takeaway filter coffee and the new shops at the busy intersections. This rate is expected to slow down (87%) in 2013 and this is because the one time visitors are expected to cease to visit the coffee shops and the existing customer base is expected to remain. An extensive marketing promotion through emails, customer clubs, social media etc. is expected to increase market share. The above numbers are very impressive and expansion seems ideals. Sales forecasts per customer groups are also very promising.: Market 2012 2013 2014 Total Students Youngsters CNY. 20,000,000 CNY. 23,00,000 CNY.6,300,000 CNY 49,300,000 Ex pats and returnees CNY 7,555,000 CNY 7,000,000 CNY. 12,800,000 CNY. 27,355,000 Families CNY. 9,700,000 CNY. 9,850,000 CNY. 17,200,000 CNY. 36,750,000 Professionals CNY. 17,750,000 CNY. 32,750,000 CNY. 92,000,000 CNY. 142,500,000 Totals CNY. 55,005,000 CNY. 72,600,000 CNY. 128,300,000 CNY. 255,905,000 According to the above table it can be seen that professionals is a group that has a lot of potential. This is because the Chinese middle class is rising and the coffee culture is mounting too. Another reason for the increase in sales in professionals is due to the location of the new coffee shops. There will be located in busy intersections where there are many office buildings. Newspapers and other electronic media have approached Costa Coffee and various interviews and programs have been made which boost Costa Coffees reputation even more. BUDGET FORECASTS: The forecasted budget for the upcoming three years is as follows; TYPE 2012 2013 2014 Total Accommodation CNY. 2,000,000 CNY. 5,000,000 CNY. 7,000,000 Training CNY. 1,500,000 CNY. 500,000 CNY. 4,000,000 CNY. 6,000,000 Transportation CNY. 250,000 CNY. 350,000 CNY. 1,000,000 CNY. 1,600,000 Fixtures CNY. 2,000,000 CNY. 7,000,000 CNY. 9,000,000 Total CNY. 5,750,000 CNY. 850,000 CNY. 17,000,000 CNY. 23,600,000 Future promotion and expansion plans: Costa Coffee will be launching more coffee shops in the major cities of China (Beijing and Shangkai) but the plans are to expand all over China after having created a considerable market share in the above cities. The expansion has been planned for the next year that is 2012. In the next two years the next cities where new coffee shops will be located will include Guangzhou and Shenzhen. Costa Coffee is not in favor of extravagant launching campaigns. It supports the use of electronic and social media as well as corporate social responsibility programmes and actions. It also believes in the right location of its shops. So, the marketing activity will be low except the posters that will be in the shops, as sales promotion, advertising the new takeaway filter coffee. ANALYSIS: Costa Coffee has a lot of potential for further intensifying its expansion efforts in China. It already possesses a significant market share in the Chinese market. The reason behind it is the unbeatable image of Costa Coffee and the advertisement (word of mouth) done by people who have visited its outlets. Sales are expected to rise in the following years and they are expected to rise even more in the forthcoming years since Costa Coffee is focusing on the rising Chinese middle class. Students and youngsters in general set the new trends so their influence in increasing coffee consumption and visiting coffee shops is of outmost importance. By further using social media, Costa Coffee is expected to increase its market share in this group. Professionals always seek quiet place to do their official or unofficial meetings. Costa Coffee is an ideal place to do these meetings. Apart from that, Costa Coffees activation in social media will certainly increase its future revenue. In conclusion, it can be said that Costa Coffee has so far implemented an excellent marketing strategy and the new campaign that it will launch for the takeaway filter coffee as well as the location of its new shops will help it increase its sales and gain sustainable competitive advantage. RECOMMENDATIONS: Sales numbers are very promising however the local partner should follow all the below the line activities mentioned. Costa Coffee should continue with low promotional strategies. Apart from posters inside the outlets, Costa Coffee should consider the use of bill boards at the busy intersections.

GSK3 Beta :: essays research papers

SECTION I Scientific Rationale for Selection of the Target A.  Ã‚  Ã‚  Ã‚  Ã‚  Characterization of Target Diabetes Mellitus is a heterogeneous group of metabolic diseases characterized by the presence of excessive amounts of glucose and glucagon in the blood of diabetic patients. The most frequently cited reason for Diabetes Mellitus (DM) is either a lack of insulin secretion (DM Type I) and/or, more commonly, the resistance to insulin in the peripheral tissues, particularly muscle and adipose tissue (DM type II). Hence, insulin has long been a target for the treatment of DM. In DM Type I, intravenous or subcutaneous insulin injection has often been the norm. Iatrogenic insulin administration, insulino-mimetics, or insulin-secretagogues have been the major modalities of treatment for DM type II; however, these treatments do not address the resistance in peripheral tissues to insulin. Essentially, these methods offer a â€Å"brute-force† method of treating hyperglycemia, by increasing levels of a decreasingly effective hormone (Champ). Under normal physiological conditions, insulin binds to the insulin receptor and becomes phosphorylated as a result. The phosphorylated insulin receptor binds to and phosphorylates IRS proteins and Shc, which bind differentially to various downstream signaling proteins. Phosphatidylinositol 3`-kinase (PI3-kinase), a downstream effector of IRS, is critical for the metabolic action of insulin - glucose transport, glycogen synthesis, and protein synthesis (FIGRURE 1) (Virkamaki). It has been discovered that protein kinase B (PKB), a downstream target of PI3-kinase directly phosphorylates and, as a result, inhibits glycogen synthase kinase-3 (GSK-3). GSK-3 is a kinase, present in two nearly identical isoforms (GSK 3a and GSK 3b), which are constitutively active in resting cells of various tissues. When active, GSK-3 phosphorylates and inhibits, glycogen synthase, effectively blocking the synthesis of glycogen and favoring the presence of glucose monomers in the blood. GSK-3 also phosphor ylates and inhibits IRS-1, the presence of which is associated with insulin resistance (Eldar). Furthermore, GSK-3, which is responsible for blocking the synthesis of glycogen, is inhibited by insulin and therefore, effectively acts as a GSK-3 inhibitor.   Ã‚  Ã‚  Ã‚  Ã‚   During peripheral resistance of insulin, as seen in DM type II patients, GSK-3 is no longer through binding of insulin to its receptor. Purportedly, GSK-3 limits insulin action via serine phosphorylation of IRS-1 and it also inhibits glycogen synthase by the same mechanism. Hence by inhibiting IRS-1, PI3K is no longer activated to inhibit GSK-3. Essentially, GSK-3 triggers a negative feedback mechanism that results in its own disinhibition. (FIGURE 2) Novel methods in the treatment of DM type II, involves targeting the signaling pathway of insulin rather than increasing insulin concentrations in a patient.

Slavery Essay -- Slavery Essays

Slavery Slavery in America brought about a successful south but also proved to be one of the most terrible things done by humans to humans. Slavery became a way of life in early America. Eight out of the first twelve presidents owned slaves. People in the south benefited from slaves the most. Harvesting those huge cotton fields took many hands. That’s were the slaves became key to the success of the south. Slaves were predominately black Africans. Africans made up the majority but they were not the only ones. Native Americans and even English indentured servants made up the rest of the people put into slavery. There are two different kinds of slaves. There are slaves that stayed in the house and took care of the families, and there were the slaves that worked the land. Domestic slaves were usually women and children. Mean and young boys made up the farm hands. These men worked from sunrise to sundown. Working outside was by far the worst of the two. Some slaves didn’t fall under these to types there were slaves that served as guides, trappers, craft workers and nurses. Jobs that people do not relate slaves with. Slaves had different jobs depending on what of the country they were sent to. Slaves in the north generally worked in the mills and clearing forest. Slaves in the south worked the farms all year. Up north slaves only had to work the farms in the summer months because of the rigorous winters they went through. Domestic slaves stayed in the house picked up after the family, cooked and served meals, cleaned and kept up with the daily chores of the house. It was easier than w orking outside. Slaves were treated as property. Owners had the right to do whatever they wanted to them. They were property, not people. Owners would have the white farm hands stand in the fields and make sure the slaves were working as fast and hard as they could. If they weren’t working as hard as they could and a white farmhand saw it. The slaves would be beaten, and sometimes in severe cases killed. When the owner wasn’t around slaves could interact with each other. Families that came over on the boats were ripped apart at the auction blocks. They were thrown together not knowing each other and had to form some kind of structure to their personal lives. Younger men and women and children looked up the older men and women as parents. Slaves would be put in... ...hat captains could get their hands on. The owners of the ships had to keep the slaves in pretty good shape to get top dollar for them. The white deck hands would bring the slaves on deck and go through and exercise they called â€Å"dance.† The men were forced to jump until the shackles broke they skin on their ankles. The women and children who were not shackled could dance to a rhythm. Slaves enjoyed their exercise because it was the only time they were aloud to move around. If the slaves refused to dance they were beaten with whips. The whips were called â€Å"cat-o-nine-tails† they were made up of nine cords covered with tar; each cord had a knot at the end. When bad weather hit it became very rough for the slaves. The slaves were not aloud to come up on the deck. This is where disease and filth ran through the slaves. In conclusion, slavery although was a big part of the rise of this country. It was looking back, one of the most terrible things done by humans to other humans. Learning from our mistakes took a long time. The Civil War was the point in our history where everyone realized that you could not treat people like animals. That everyone is looked upon as equals.

Difficulty of Immigration in the 1900s versus Previously Essay

When most people think about immigration to the United States, they think of the U.S. as being the â€Å"land of opportunity,† where they will be able to make all of their dreams come true. For some people, immigration made their lives richer and more fulfilled. This however, was not always the case. A place that is supposed to be a â€Å"Golden Land† (Marcus 116) did not always welcome people with open arms. Even after people became legal citizens of the United States, often times the natural born Americans did not treat the immigrants as equals but rather as outsiders who were beneath them in some way. In some situations, people’s lives were made worse by coming to the â€Å"land of opportunity.† Often times people were living no better than they were in their own countries not able to make ends meet, just to live in the United States. Virtually all immigrants during the 1900’s had the same dream, to become successful and provide for their f amilies as citizens of the United States, but they soon found out that the life in their new country was not going to be easy. Throughout all of the readings and letters, there seemed to be a common theme faced by all of the immigrants, and that was hardship. Immigrants alike, no matter their country of origin, faced these hardships. The main thing that all of the immigrants wanted was to be able to have a real life and to be able to provide a better life for their children so they could have successful futures. While reading â€Å"Letters from the Great Migration,† it seemed as though each individual in their own words expressed the same dilemmas. Most of the people in their letters were trying very hard to get out of the South and move to the North in order to find decent work and to provide for their families. It seemed like they would endure pretty much anything to secure a job in the North, particularly the man from Houston, Texas. He says that he wants to find a job in the North so he can go â€Å"where a man is a man,† (Marcus 134). This shows that people from the South feel like their l ives could be fulfilled in a greater way in the North rather than in the South, where they currently reside. Particularly for the men, this quote seems to also suggest that the men in the South do not feel like real men, in the sense that they can’t find decent work in order to provide a good life for themselves or their families. It also appears t... ... such a wide variety of people â€Å"under one roof?† Although I am sure that it is still not easy to leave your family and come to a new land and start whole new life for yourself, I would have to imagine that it is a lot easier today based on the fact that people are now more educated and seem to be more accepting of change and diversity. Colleges for examples, jump at the opportunity to accept a student who is not 100% U.S. born. There are also many immigrants who are at the top of their fields. One great example is Arnold Schwarzenegger. Not only is he an accomplished actor in the United States, but he now holds office as Governor of the state of California, and he is not a natural born U.S. citizen. Immigration is a very important part of the history of the United States and continues to be today. Immigrants during the 1900’s had many hardships to face and sometimes the â€Å"golden land† was not so golden. Many immigrants had very high hopes about what their lives could have been like here in the U.S., and unfortunately only very few got to experience that great life. Although each of the readings had their differences, the theme of hardship seemed to prevail throughout.

Australian voice Essay

? The Australian voice is distinct as it expresses uniquely Australian values, such as ‘mateship’ and ‘support for the underdog’. This distinct voice also expresses multicultural and indigenous values, as part of the Australian identity. It may bevoiced publically or privately through effective language features. â€Å"The Castle† directed by Rob Sitch highlights the characters’ voices as reflective of Australian attitudes and values. It is through these numerous voices that we collectively create a distinct Australian voice that †¦.. (represents culturally specific qualities)†¦(expresses concern for one another)†¦ Individual Australian voices may be expressed privately, to communicate personal feelings or emotions. Darryl, as the main character (protagonist), has a strong emotional attachment to his house which is expressed through his personal voice. â€Å"A man’s home is his castle† is conveyed as the fundamental concept through Darryl’s distinctive personal voice. From the film, the sentimental tone of the quote â€Å"memories are not as important as a big driveway† ironically reveals Darryl’s idea that â€Å"memories and families are more important than money†. Darryl, acting individually against the group who embody authority in order to save his castle, stressesthis idea and reveals his emotional attachment to his land. The individual’s personal attitude is also highlighted through Australian slang which renders the Australian voice distinct from others. For example, the term ‘bloody’ which is frequently vocalised by Darryl in ‘The Castle’ such as ‘you bloody ripper’ and ‘the low of bloody common sense’ is a slang word for ‘very’. The verbalization of this type of Australian language conveys Darryl’s attitude and reveals his strong family values. Furthermore, the Australian voice is distinct because it is used to express fundamental Australian values and attitudes in addition to strong family values. This voice is expressed both through the private and public voices, and supports the Australian traditional values like ‘mateship’ and ‘support the underdogs’. Darryl Kerrigan helped his old neighbour Jack by saying â€Å"I’m gonna kick in for ya, mate†, using Australian idiomatic vernacular to emphasize his support for his less fortunate neighbor and the close relationship they share. What Darryl did is not only a representation of their close connection but also highlights Australian sense of sympathy for the â€Å"underdog†. The typical Australian value of mateship has been communicated by a distinct public voice, from which we can learn about other values that are distinctively Australian. Through the additional dialogue of Lawrence who is a retired lawyer (Q. C) ‘I’d like to help you to take it further, no fee. ’ which expresses his support for the underdogs (Kerrigan family). Through all above, we can see that when private voices often combine to project a public voice sharing ideals. Unique cultural voices are aspects of the distinct Australian voice, and they mayexpress Indigenous or multicultural values. Multiculturalism and the existence of Aboriginal cultures are significant parts ofAustralian society and those collective voices represent their own unique cultureyet are just as significantly part of the larger Australian voice. Distinct Aussiehumouris used by Farouk who has a heavy accent and broken English, as he said ‘plane fly overhead, drop value†¦ In Beirut, plane fly over head, drop bomb. I like these planes better. ’His self-deprecating humourshows his integration and acceptance into wider Australian society, whilst his cultural voice has become a part of the distinct Australian voice. This has shaped our understanding of the Australian Voice that represents the larger community as one that is multicultural. In conclusion, the study of Australian voice is thebeginning step towards a deeper knowledge and understanding of the inclusive nature of the DAV; representing culturally unique values and attitudes. A voice is more than the method of talking;it is the expression of people’s private thoughts and attitudes. Different voices among Australian society evoke a certain emotion of a group of people and affect their way of understanding as well. Those voices accumulatively create a distinct Australian voice.

Application of the PRECEDE PROCEED Model to Fit Kids Fit Families FKFF Youth Physical Activity Campaign Essay

corpulency among American callownesss has become a national pestilential. both developed and developing nations face a crisis of rising trends of fleshiness and gravid among callow spring chickens (Centers for ailment Control and Prevention, 2004). Approximately 10 % of shallow children argon over load with US alone reporting 25 % of over cargo children plot of land 11 % of them ar rotund (Centers for complaint Control and Prevention, 2004). Preliminary entropy from the National easyness and Nutrition check up on (NHANES), strong evidence of overeight and fleshiness is united to change magnitude mortality and morbidity in United States. Likewise, Houston Department of Health and adult male Sciences reports that the prevalence of over system of weights and fleshiness among youths of be ons 14-18 is 34.4 % compargond to the Latino youths of 37 % and African American at 23.5 % of similar age host (Centers for Disease Control and Prevention, 2004). As such, the p icture Kids Fit Families has launched a national affable trade to go forth awargonness of tangible action as a clogive evaluate of corpulency and overweight. Fit Kids Fit Families radical was founded in 2003, purposefully for promoting optimal weight and improving life quality among the African American people. The FKFF has selected military action as the coffin nail behaviour with the middle civilise youths as the repoint auditory sense. The convocation mimics the PRECEDE-PROCEED illustration in several ways to interpret forcible exercise preventative. As such, this paper describes the efforts of the group within the context of PRECEDE-PROCEED fabric as described by atomic number 19 and Kreuter (2005). signifier 1 Quality of Life diagnosingYouths suffer numerous consequences of obesity collectable to increase overweight and obesity. Polhamus, Dalenius, Thompson, Scanlon, Borland, Smith & Grummer- Strawn, (2003) writes that the unornamented body calories be c onverted into fats and lastly stored in adipose tissue therefore accumulates in the body of the youth. The individual is in all probability to develop a poor bighearted body due to additional weight that adds more flesh. The children suffering from obesity be at try of contacting multiple ominous health complications, some of which argon fatal. former studies observe that mettlesome blood wedge while childhood is a irresolute predictor of premature death however, high cholesterol had no relationship with early(a) bereavement. Besides, health experts admit that factors ca employ obesity and high cholesterol were easier to control by exercise and medication. Researchers contrive identified children as the rapidly growing demographic in the global overweight population. For instance, approximately 31.9 share of African American youths in puddle body indices that categorize them as overweight. Also, Polhamus et al. (2003) reports that 12 percent of obese people are likely to suffer from anxiety, impaired social interaction 17 %, and depression 34 %. bod 2 Epidemiological diagnosisThe challenge of overweight and obesity epidemic is not limited to concerns about weight and bulk. According to Polhamus et al. (2003), 7 % of cases of obesity buzz off resulted into disabilities through physiologic and psychological points of view. The increased waist to hip girth dimension is linked to increased risk of hyperlipidemia, cardiovascular disease, diabetes and hypertension. Likewise, obesity and overweight has been related to elevated railway risk of cancer, sleep apnea, musculoskeletal disorders, gallbladder disease, diverticulitis, and intracranial hypertension. Research shows that the prevalence of obesity among American youths has increased from 5 % to 12.4 % in this time period and the age group of 14 18 years it has increased from 6.4 % to 17 % (CDC, 2009). From the viewpoint of health, 20 % of youths have been reported to exhibit clinical obesity and overweight characteristics. variety 3 behavioural and Environmental DiagnosisIn celestial latitude 2014, NHANES provided FKFF with summary of current data to wait on them narrow to the train behaviour and audience for social marketing discussion. Therefore, FKFF decided to prevent obesity among youths that were segmented into pre-school, middle school, mere(a) school, and high school. Since obesity has numerous environmental and behavioural determinants and because appropriate hitchs may dissent between the groups, it was significant to narrow the focus. data presented by NHANES provides that 15.3 % of pre-school, 13.9 % of simple(a) school, 22.8% of middle school and 13.6% of high school youths are both slightly overweight or overweight. Also, 12.5 % of pre-school, 15.9 % of elementary school, 3.2 % of middle school and 10.5 % of high school youths are extremely overweight or overweight Polhamus et al. (2003) reports. Because the FKFF was aware that they would be using social marketing for obesity cake, the information concerning developmental and cognitive characteristics of every age group assisted in tapered to the high school as the target group.Further, FKFF chose physical activity as the target behaviour. The potential behavioural quarrys were based on the objects set by health masses 2010 related to physical activity. According to Health people 2010, national behavioural objectives of physical activity were to increase the youth counterpoise that enrols in talk over physical activity for at least 30 minutes, 3-5 times a week. Secondly, it aimed to increase the similitude of youths act in vigorous physical activity that promotes cardiorespiratory fitness 4-5 times a week for 20 minutes per occasion. Lastly, bouncing People 2010 supports the increase in proportion of adolescent that participate in effortless school physical education.The FKFF underwent formal environmental diagnosis in where the community researchers sedate da ta to determine places youth range they participate in physical activity.Phase 4 Educational DiagnosisGreen et al. (2005) described that enabling factors, predisposing factors, and reinforcing factors are the triple major broad categories of factors influencing health behavior. The predisposing factors allow motivation, impulse for competition, parents and peers. Likewise, the barriers to physical activity include poor body image and desire not to mess up organization hair. The influencing enabling factors included the availability of facilities and the fortune to showcase talent while barriers of enabling factors were homework and V and computer games. Lastly, influencers of the reinforcing factors were bustling people on TV and peers while the barriers included self-concept and poor body image.Phase 5 & 6 Policy and administration Diagnosis and ImplementationThe goal of interpellation alignment is to try and fit the components of intervention plan with various micro and macro-ecological levels of community. The advert terms in this PRECEDE-PROCEED model are mapping. Matching, pooling, and patching where the ecological levels are matched to intervention components, where evidence is lacking, interventions that show promise are patched to fill the gaps, practice-based intervention computer programmes are mapped to health problem determinants and evidence-based intervention are pooled and reviewed (Polhamus, Dalenius, Thompson, Scanlon, Borland, Smith & Grummer- Strawn, 2003). Therefore, the FKFF pooled and reviewed numerously existing physical intervention programs.The administrative mind includes resource assessment needed to implement the program, incorporating timeline developmental and budget. FKFF strength reviewed the steps of community based prevention marketing and communicated time involved in the development of evidence-based intervention. Likewise, the committee prepared a one-year budget with consultation from the rubicund people de partment. The appraisal of the organization implementing the program highlighted the commitment of FKFF consistency in obesity intervention program.The scorecard pilot program of FKFF is in the beginning stages of implementation. The members of the group last out to actively recruit members who bequeath in turn provide incentives for youth to participate in physical activity through the reduced cost programs. www.fkff.com has been developed to provide information to the youth. Also, the topical anesthetic radio communicate has ben contacted for media coverage of the program. Finally, YMCA locations are set for bountiful in the country to promote cool, period of play opportunities for youths to be active. Recently, FKFF staffed fresh graduates from universities to provide a cool appearance and direct the youth fun and creative activities as well as providing ideas on creating fun without sports equipment. The programs for local events are underway with the recreation and lay d epartment commencing the summer scorecard with youth beach run.Phases 7, 8, & 9Process, Impact, and Outcome ratingThe decimal component of the military rating seeks to provide answers for number of youths recruited, website hits, and youths registered, local events, and youths that participated in the deluxe finale. The group designed impact evaluation to determine if the behavioural objectives set are being met and will consist of the soft component. Impact evaluation addresses the level of a moderate increase in moderate and vigorous physical activity among the youths. Likewise, it will determine the level of physical education among the youths. This provides the achievements of health objective through quantitative measures. This provides answers for decrease or increase of risk for overweight among the youths. The baseline data obtained from the vigorous People 2010 will be use to conduct a follow-up on particular youths for the program.ConclusionThe PRECEDE-PROCEED model a dopted by Fit Kids Families First in conception the obesity prevention intervention is near for summarizing the work done and insert what dexterity have been done within the PRECEDE-PROCEED model framework. In particular, the explicit priority and objective setting was an essential proponent of the model. The model further assisted in find out the facets of the program evaluation.ReferencesCenters for Disease Control and Prevention. (2004). Obesity campaign overview. Retrieved April 16, 2006, from http//www.cdc.gov/youthcampaign/overview.htm.Green, L.W., & Kreuter, M.W. (2005). Health program intend An educational and ecological approach (4Th ed.). spic-and-span York McGraw-Hill.Polhamus, B., Dalenius, K., Thompson, D., Scanlon, K., Borland, E., Smith, B., & Grummer- Strawn, L. (2003). Pediatric Nutrition Surveillance 2001 Report. capital of Georgia U.S. Department of Health and Human Services, Centers for Disease Control and Prevention. Retrieved March 2004 from http//www.cd c.gov/nccdphp/dnpa/pdf/2001_ped_nutrition_report.pdf.Source muniment