Amul Essay 9

CONTENTS 1. Introduction 1. history 2. the three-tier amul model 2. Objectives of Study 3. research Methodology 4. Review of Literature 5. Market Analysis 6. Limitations 7. Conclusion 8. Scope Of Improvement 9. Bibliography 1. INTRODUCTION Amul (AMUL means â€Å"priceless† in Sanskrit. The brand name â€Å"Amul,† from the Sanskrit â€Å"Amoolya,† was suggested by a quality control expert in Anand. ), formed in 1946, is a  dairy cooperative  in  India. It is a  brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2. million milk producers in  Gujarat, India. AMUL is based in  Anand,  Gujarat and has been an example of a co-operative organization's success in the long term. It is one of the best examples of co-operative achievement in the developing economy. â€Å"Anyone who has seen, the dairy cooperatives in the state of Gujarat, especially the high ly successful one known as AMUL, will naturally wonder what combination of influences and incentives is needed to multiply such a model a thousand times over in developing regions everywhere. †Ã‚  The  Amul Pattern  has established itself as a uniquely appropriate model for rural development. Amul has spurred the  White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand  . Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). Currently Unions making up GCMMF have 2. 8 million producer members with milk collection average of 10. 16 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius,  UAE,  USA,  Bangladesh,  Australia,  China,  Singapore,  Hong Kong  and a few South  African  countries. Its bid to enter  Japanese  market in 1994 did not succeeded, but now it has fresh plans entering the Japanese markets. Other potential markets being considered include  Sri Lanka. Dr Varghese Kurien, former chairman of the GCMMF, is recognised as a key person behind the success of Amul. On 10 Aug 2006  Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF. 1. 1HISTORY The Gujarat Cooperative Milk Marketing Federation Ltd, Anand (GCMMF) is the largest food products marketing organisation of India. It is the apex organization of the Dairy Cooperatives of Gujarat. This State has been a pioneer in organizing dairy cooperatives and our success has not only been emulated in India but serves as a model for rest of the World. Over the last five and a half decades, Dairy Cooperatives in Gujarat have created an economic network that links more than 2. 8 million village milk producers with millions of consumers in India and abroad through a cooperative system that includes 13,141 Village Dairy Cooperative Societies (VDCS) at the village level, affiliated to 13 District Cooperative Milk Producers’ Unions at the District level and GCMMF at the State level. These cooperatives collect on an average 7. 5 million litres of milk per day from their producer members, more than 70% of whom are small, marginal farmers and landless labourers and include a sizeable population of tribal folk and people belonging to the scheduled castes. The turnover of GCMMF (AMUL) during 2008-09 was Rs. 67. 11 billion. It markets the products, produced by the district milk unions in 30 dairy plants, under the renowned AMUL brand name. The combined processing capacity of these plants is 11. 6 million litres per day, with four dairy plants having processing capacity in excess of 1 million Litres per day. The farmers of Gujarat own the largest state of the art dairy plant in Asia – Mother Dairy, Gandhinagar, and Gujarat – which can handle 2. 5 million litres of milk per day and process 100 MTs of milk powder daily. During the last year, 3. 1 billion litres of milk was collected by Member Unions of GCMMF. Huge capacities for milk drying, product manufacture and cattle feed manufacture have been installed. All its products are manufactured under the most hygienic conditions. All dairy plants of the unions are ISO 9001-2000, ISO 22000 and HACCP certified. GCMMF (AMUL)’s Total Quality Management ensures the quality of products right from the starting point (milk producer) through the value chain until it reaches the consumer. Ever since the movement was launched fifty-five years ago, Gujarat’s Dairy Cooperatives have brought about a significant social and economic change to our rural people. The Dairy Cooperatives have helped in ending the exploitation of farmers and demonstrated that when our rural producers benefit, the community and nation benefits as well. The Gujarat Cooperative Milk Marketing Federation Ltd. cannot be viewed simply as a business enterprise. It is an institution created by the milk producers themselves to primarily safeguard their interest economically, socially as well as democratically. Business houses create profit in order to distribute it to the shareholders. In the case of GCMMF the surplus is ploughed back to farmers through the District Unions as well as the village societies. This circulation of capital with value addition within the structure not only benefits the final beneficiary – the farmer – but eventually contributes to the development of the village community. This is the most significant contribution the Amul Model cooperatives have made in building the Nation. . 2the three-tier Amul model The Amul Model is a three-tier cooperative structure. This structure consists of a Dairy Cooperative Society at the village level affiliated to a Milk Union at the District level which in turn is further federated into a Milk Federation at the State level. The above three-tier structure was set-up in ord er to delegate the various functions; milk collection is done at the Village Dairy Society, Milk Procurement & Processing at the District Milk Union and Milk & Milk Products Marketing at the State Milk Federation. This helps in eliminating not only internal competition but also ensuring that economies of scale are achieved. As the above structure was first evolved at Amul in Gujarat and thereafter replicated all over the country under the Operation Flood Programme, it is known as the ‘Amul Model’ or ‘Anand Pattern’ of Dairy Cooperatives. Responsible for Marketing of Milk & Milk Products Responsible for Procurement & Processing of Milk Responsible for Collection of Milk Responsible for Milk Production. Village Dairy Cooperative Society (VDCS) The milk producers of a village, having surplus milk after own consumption, come together and form a Village Dairy Cooperative Society (VDCS). The Village Dairy Cooperative is the primary society under the three-tier structure. It has membership of milk producers of the village and is governed by an elected Management Committee consisting of 9 to 12 elected representatives of the milk producers based on the principle of one member, one vote. The village society further appoints a Secretary (a paid employee and member secretary of the Management Committee) for management of the day-to-day functions. It also employs various people for assisting the Secretary in accomplishing his / her daily duties. The main functions of the VDCS are as follows: ? Collection of surplus milk from the milk producers of the village & payment based on quality & quantity ? Providing support services to the members like Veterinary First Aid, Artificial Insemination services, cattle-feed sales, mineral mixture sales, fodder & fodder seed sales, conducting training on Animal Husbandry & Dairying, etc. ? Selling liquid milk for local consumers of the village ? Supplying milk to the District Milk Union Thus, the VDCS in an independent entity managed locally by the milk producers and assisted by the District Milk Union. District Cooperative Milk Producers’ Union (Milk Union) The Village Societies of a District (ranging from 75 to 1653 per Milk Union in Gujarat) having surplus milk after local sales come together and form a District Milk Union. The Milk Union is the second tier under the three-tier structure. It has membership of Village Dairy Societies of the District and is governed by a Board of Directors consisting of 9 to 18 elected representatives of the Village Societies. The Milk Union further appoints a professional Managing Director (paid employee and member secretary of the Board) for management of the day-to-day functions. It also employs various people for assisting the Managing Director in accomplishing his / her daily duties. The main functions of the Milk Union are as follows: ? Procurement of milk from the Village Dairy Societies of the District. ? Arranging transportation of raw milk from the VDCS to the Milk Union. ? Providing input services to the producers like Veterinary Care, Artificial Insemination services, cattle-feed sales, mineral mixture sales, fodder & fodder seed sales, etc. Conducting training on Cooperative Development, Animal Husbandry & Dairying for milk producers and conducting specialised skill development & Leadership Development training for VDCS staff & Management Committee members. ? Providing management support to the VDCS along with regular supervision of its activities. ? Establish Chilling Centres & Dairy Plants f or processing the milk received from the villages. ? Selling liquid milk & milk products within the District. ? Process milk into various milk & milk products as per the requirement of State Marketing Federation. ? Decide on he prices of milk to be paid to milk producers as well on the prices of support services provided to members. State Cooperative Milk Federation (Federation) The Milk Unions of a State are federated into a State Cooperative Milk Federation. The Federation is the apex tier under the three-tier structure. It has membership of all the cooperative Milk Unions of the State and is governed by a Board of Directors consisting of one elected representative of each Milk Union. The State Federation further appoints a Managing Director (paid employee and member secretary of the Board) for management of the day-to-day functions. It also employs various people for assisting the Managing Director in accomplishing his daily duties. The main functions of the Federation are as follows: 1. Marketing of milk & milk products processed / manufactured by Milk Unions. 2. Establish distribution network for marketing of milk & milk products. 3. Arranging transportation of milk & milk products from the Milk Unions to the market. 4. Creating & maintaining a brand for marketing of milk & milk products (brand building). 5. Providing support services to the Milk Unions & members like Technical Inputs, management support & advisory services. . Pooling surplus milk from the Milk Unions and supplying it to deficit Milk Unions. 7. Establish feeder-balancing Dairy Plants for processing the surplus milk of the Milk Unions. mmon purchase of raw materials used in manufacture / packaging of milk products. The dairy industry in India and particularly in the State of Gujarat looks very different. India for one has emerged as the largest milk producing country in the World. Gujarat has emerged as the most successful State in terms of milk and milk product production through its cooperative dairy movement. The Kaira District Cooperative Milk Producers’ Union Limited, Anand has become the focal point of dairy development in the entire region and AMUL has emerged as one of the most recognized brands in India, ahead of many international brands. Today, we have around 176 cooperative dairy Unions formed by 1,25,000 dairy cooperative societies having a total membership of around 13 million farmers on the same pattern, who are processing and marketing milk and milk products profitably, be it Amul in Gujarat or Verka in Punjab, Vijaya in Andhra Pradesh or a Nandini in Karnataka. This entire process has created more than 190 dairy processing plants spread all over India with large investments by these farmers’ institutions. These cooperatives today collect approximately 23 million kgs. of milk per day and pay an aggregate amount of more than Rs. 125 billion to the milk producers in a year. 2. OBJECTIVES OF STUDY 1. To ascertain the effectiveness of advertisements towards the sales of Amul chocolate. 2. To know the range of products, offered by the company. 3. To know the relationship of sales with the advertisement. 4. To know awareness of people towards Amul chocolates. 5. To know which advertisement tool is mostly preferred by people. 6. To know the preference of Amul chocolates with comparison to other competitive brands. 7. To know the factors which affects consumer’s buying behaviour to purchase chocolates. 8. To know the market position of AMUL as a brand. Plants First plant is at ANAND, which is engaged in the manufacturing of milk, butter, ghee, milk powder, flavoured milk and buttermilk. [pic] Second plant is at MOGAR, which engaged in manufacturing chocolate, Nutramul, Amul Ganthia and Amul lite. [pic] Third plant is at Kanjari, which produces cattelfeed. pic] Fourth plant is at Khatraj, which engaged in producing cheese. [pic] Today, twelve dairies are producing different products under the brand name Amul. Today Amul dairy is no. 1 dairy in Asia and no. 2 in the world, which is matter of proud for Gujarat and whole India. 3. RESEARCH METHODOLOGY There are two sources used for methodology: 1. Primary sources 2. Secondary sources Primar y sources:  A primary source is the most direct place you can find the information you want to write about. For example, Census. gov would be an article detailing the number would not be considered primary. Some other examples of primary sources are peer reviewed research publications, journals, diaries, legal documents, government records, original maps, photographs, original manuscripts, institutional records, or national archives. Secondary sources:  secondary source of information is one that was created  later  by someone . Examples of secondary sources include literary criticism, biographies, encyclopaedia articles, and journal articles critiquing the work of others. There are of two types: 1. Internal sources: publish broachers, official reports etc. 2. External sources: periodicals, journals, newspapers, internet. RESEARCH PROBLEM  ¬ Increase the awareness level of AMUL CHOCOLATE.  ¬ Seek the general perception of consumer towards AMUL CHOCOLATE.  ¬ To find the performance of AMUL CHOCOLATE vis-a-vis other brands.  ¬ To know the consumer psyche and their behaviour towards AMUL CHOCOLATE. Information requirement  · First, I had to know about all the competitors present in the chocolate segment (Reputed and well established brands as well as Local brands).  · Before going for the survey I had to know the comparative prices of all the competitors existing in the market. Since chocolate is a product that attracts children and youngsters hence I had to trace the market and segment it, which mainly deals with people of various age groups.  · As chocolate is different product, the main information needed is the various types of chocolates available in the market, their calorific value and various other facts.  · As Amul ch ocolate advertisements are mainly done through hoardings but on television the advertisement is being telecasted timely and on the proper time or not. AMUL CHOCOLATE is made from Sugar, Cocoa Butter, Milk Solids, Chocolate mass. Composition:  · Milk Fat 2%  · Sugar 55%  · Total Fat 32. 33% (Milk Fat + Cocoa Fat)  · Cocoa Solids 7. 5%  · Milk Solids 20% RESEARCH INSTRUMENT USED – DETAILS If one wants to know what type of dentifrice people use, what they think of, television commercials, or why they buy particular brands of cars, the natural procedure is to ask them. Thus, the questionnaire method has come to be the more widely used of the two data collection method. A questionnaire consists of list of questions to be asked from the respondents and the space provided to record the answer / responses. Questionnaire can be used for the personal interviews, focus groups, mails and telephonic interviews. The choice among these alternatives is largely determined by the type of information to be obtained and by the type of respondents from whom it is to be obtained. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question, written or oral. Questionnaire in the project consists of: ? Multiple choice questions ? Dicthomus MULTIPLE CHOICE QUESTIONS: Questions of this type offer the respondents an alternative to choose the right answer among others. It is faster, time saving and less biased. It also simplifies the tabulating process. OPEN END QUESTIONS: In this type respondents are free to answer in their own words and express the ideas they think are relevant, such questions are good as first questions or opening questions. They introduce the subject and obtain general reaction. DICTHOMUS: These are the questions which are Boolean in nature. These answers are straightforward and respondents have to answer them in a straight way. That means the answer can only be either ‘Yes† or ‘No’. SAMPLING TECHNIQUE USED & SAMPLE SIZE 1. Sampling Technique: Non probability sampling 2. Sample Unit: People who buy chocolates available in retail outlets, superstores, etc 3. Sample size: 100 respondents (Age ranging between 15 yrs to 65 yrs) 4. Method: Direct interview through questionnaire. 5. Data analysis method: Graphical method. 6. Area of survey: Delhi 7. Timing of survey: 9. 00 am to 12. 30 pm and 5. 00 pm to8. 00 pm. The software used for compiling of records and analysing the data is: Microsoft Excel and microsoft Word. 5. MARKET ANALYSIS PRIMARY TABULATION & INTERPRETATION [1] What kind of Chocolate do you eat? Branded 92 % Non-branded 08% [pic] INFERENCE 92% respondents in the region of Delhi consume Branded Chocolates, while 8% still consume non branded. [2] Who uses chocolates in your family? Children 34 % Teenager 33 % Young 26 % Old 07 % [pic] INFERENCE Mostly children & teenagers like chocolates in families. So we should lay stress on children & teenager segment to increase market share. Young people also use chocolates for giving as a gift. [3] What form of Chocolate do you like? Cookies 14% Bar 60% Wafer 20% Other 06% [pic] INFERENCE The above diagram suggests that the most preferred form is bar i. . 60%, followed by wafer i. e. 20%, Cookies are all time favourites with 14% while other forms are preferred to the extent of 6%. [4] Do you buy chocolates watching advertisements? YES 88% NO 12% [pic] INFERENCE The above diagram shows that 88% of the people are influenced by advertisements for purchase of chocolates, whereas 12% are not. [5] Which Television channel you like to watch mos t? STAR 50 ZEE 15 SONY 10 CARTOON 20 Others 5 [pic] INFERENCE Mostly people like STAR channel. This channel is very popular among all the age group people. SONY & CARTOON channels are also popular but not as STAR. In other channels sports and news channels are preferred. CARTOON channel is specially preferred by children. So it will be more beneficial to give advertisements on STAR & CARTOON channels, it covers all the age groups. [6] In between what time you like to watch television? Timings _____________ 5 to 8 pm 33 % 8 to 11 pm 37 % Late Night 10 % Morning 15 % Afternoon 05 % [pic] INFERENCE From the survey it was found that 37% of the respondents like to watch T. V. after 8 pm to 11 pm. Because Mostly people belong to service class & females in the families got their work by this time. At 5 to 8 pm 33% respondents in which especially children watch cartoon channel & etc. so it is good to advertise on preferred channels on these timings. [7] By which media you prefer to watch advertisements? Television 67 % Hoardings 17 % Newspapers 08 % Magazines 05 % Others (Mention) 03% [pic] INFERENCE Mostly people like to watch an advertisement through Television because most of them belong to service class. Children are getting attracted through advertisement on television and hoardings. Company tries to give attractive advertisement through T. V. and hoardings because advertisement through hoardings is less costly. 8] What factors effects you in a chocolate advertisement? Brand ambassador 20 Jingles 35 Comedy15 Music 10 Emotions 15 Others (Mention) 05 [pic] INFERENCE Jingles leave a long lasting impression; people were able to recall a lot of jingles associated with chocolates. Also, the brand ambassador and the comedy in the advertisement can be effective to create an impres sion in people’s mind. [9] Have you ever tasted Amul Chocolate? Yes 90 % No 10 % [pic] INFERENCE The chart shows that 90% respondents have tasted Amul Chocolate, while still 10% have not tried Amul Chocolates. Amul must use proper techniques in order to cater the needs of every common man. [10] Can you recall AMUL Chocolate advertisement? Yes 32 % No 68% [pic] INFERENCE Here it was observed that only 32% respondents in the city of Delhi were able to recall Amul Chocolate advertisement. This shows how much Amul lags behind in promotional activities and advertisement. Therefore Amul must use strong promotional activities and advertisement in order to retain their potential Consumers. [11] Which Chocolate do you like most? Nestle 28% Cadbury 58% Amul 13% Any other 01% [pic] INFERENCE We can clearly gauge from the pie chart that Cadbury being on the top slot with 58% market share dominates the chocolate market, followed by Nestle with 28% share, whereas Amul have only 13% market share and thus lags behind. [12] What is the frequency of purchasing Chocolate? Daily 17 % Weekly 22 % Fortnightly 13 % Occasionally 48 % [pic] INFERENCE The frequency of chocolate differ a lot where 17% respondents buy it daily, 22% weekly, 13% fortnightly, and there is a huge chunk of people who buy chocolate occasionally. [13] How do you scale your chocolate? [pic] INFERENCE The above diagram can be inferred as follows: CADBURY: people are highly satisfied with the taste of the Cadbury chocolate and its availability is also very good as compared to any other brand. However the price of Cadbury is not very satisfactory. NESTLE: the Nestle chocolates are not easily available however people seem to be quite satisfied with its taste. AMUL: people seem to be satisfied with the prices but, the chocolates lacks in easy availability and taste. OTHERS: these comprise of the non branded chocolates or smaller brands, people are satisfied with its price but not with the taste and availability. MY FINDINGS: ? Lack of awareness in consumers, many people does not know about Amul chocolates including children and teenagers. ? During the survey it was found that still there are 10% people who have not tasted Amul Chocolate. ? When I interviewed people then many among them could not recall Amul chocolate advertisement. It shows Lack of promotion or advertisement is not timely given or advertisement is not given on right time. ? Amul is not using any brand ambassador in its advertisement which attracts people of all age group, specifically teenagers. There is lack of sales promotional activities , for example : free tattoo, Extra weight, toys, quiz contest etc.. ? As I found that the main product of Amul is Milk and company firstly wants to capture maximum market share in milk market which is approx. 66%, after that Amul is concentrating upon butter & cheese which has market share of approx. 88%, so it is not concentrating upon chocolates. ? Cadbury is main competitor and strateg ically better performer then Amul. ? I found that â€Å"Amul† brand name has very good image in consumer’s mind and they consider it as pure & good product. People who have tasted Amul Chocolate are not ready to purchase the same again. 6. LIMITATIONS 1. Non-cooperative approach and rude behaviour of the respondents. 2. When I interviewed children and teenagers, sometimes they use to give answers under the influence of their parents or elders. 3. People were not willing to answer and give their time to fill the questionnaire because of the summer season. 4. If the respondents answer does not falls between amongst the options given then it will turn up to be a biased answer. 5. The respondents had to be made understand the questions because the questionnaire was in English and not all respondents could understand it well. 7. CONCLUSION As we know that Amul is a very big organization and market leader in dairy products. It has maximum market share in Milk, Butter and Cheese, which are its main/core products. As we know Amul is a co-operative organisation but chocolate industry is a profitable industry which can’t be ignored. With the help of research, company can find out its week points in chocolate product and can increase its market share through rectify mistakes. People have believed in Amul’s product and they will accept its chocolates also if effective actions are taken. The survey resulted into following conclusions: ? Amul must come up with new promotional activities such that people become aware about Amul Chocolates like Chocozoo, Bindaaz, and Fundoo. ? Quality is the dominating aspect which influences consumer to purchase Amul product, but prompt availability of other chocolate brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales. In comparison to Amul Chocolate, the other players such as Cadbury, Nestle, and Perfetti provide a better availability and give competition to the hilt. ? People are mostly satisfied with the overall quality of Amul Chocolate, but for the existence in the local market Amul must use aggressive selling techniques. 8. SCOPE OF IMPROVEMENT In order to maintain and increase the sales in the city of Delhi, the following recommendations r egarding Amul Chocolates; particularly regarding advertisement, distribution, promotional policies, etc, are hereby suggested: ? First and foremost Amul should take proper action in order to improve its service, because although being on a top slot in butter and milk supplies it does not get the sales in chocolate, which it should get. ? Company should use brand ambassador which attracts each age segment i. e. Sania Mirza, Shaktimaan, Amitabh Bacchan, Superman, Krrish, Jadoo etc. ? Try and change the perception of the people through word of mouth about Amul in advertisements, because they are the best source to reach Children and families. ? Though Amul chocolate advertisements are rarely shown on television yet many people could recall it as per the data of research. It shows that there is only need to give advertisement only to rememorize customers. Because Amul is a very strong brand name. ? Company should launch chocolate in new attractive packing to change image of Amul chocolate in consumers mind. ? Company should introduce sales promotion schemes like free weight, pranky, tattoo, contest, free gifts etc. ? Advertisement can be done with the help of animations that attracts children and teenagers because chocolates are consumed largely in this segment. ? Company should launch chocolates in new flavours like – Mix Fruit Pineapple Elaichi Coffee Strawberry Banana

Environmental Science Essay

Although attempting to subdivide existing farm plots and redistribute them may be considered suitable for the purposes of remediating food insecurity and rural poverty, there exists a significant amount of controversy over such a practice due to the issues such redistribution entail. For example, the redistribution of land would require that the distributing entity pick and choose claims and rights to land at their discretion, and such claims can range from historic, ancestral or even from â€Å"ownership of the till. † Land reform has met much resistance from even the most impoverished numbers of developing countries, and it would be difficult to attempt redistribution without shaking up the foundations of property rights. Farming co-ops provide a distinct advantage for farmers. First of all, they provide them the opportunity to act as a group, giving them a collective bargaining power that they do not possess as individuals and allows them to act in unison in seizing market opportunities while being able to manage risks together. In effect, they can leverage their interests better when united as a co-op and it is this asset that has brought success to the likes of the Ocean Spray Cranberry growers and the farmers of Sunkist. (Gable, 2006; Hieu, 2008) Opening up new land is perhaps the most rapidly actionable means of increasing the food supply for a growing population, but this also poses a liability with regards to environmental impact. The problem with agriculture, especially the large-scale grain-based industrial monoculture which has been developed to feed most of the world, is that it is largely unsustainable and has a detrimental effect on soil fertility. In the first half of the 20th century, a large portion of the American Midwest was reduced to desert due to aggressive expansion of the wheat growing agriculture. (Manning, 2004) As such, what is needed is not the expansion of the present industrial agriculture, but the development of techniques and technologies to improve farming so that yields are better, but without compromising sustainability. Pursuing job opportunities in the city is not entirely perfect, but it is a desirable direction towards the development of compact communities and urban density. When combined with practices such as permaculture, which is the development of perennial agricultural systems that resemble the systems found in natural ecology (Holmgren, 2003), compact communities effectively curtail many of the environmentally adverse effects of sprawl and the wastefulness of imposing distance between food production, residential zoning and urban sectors. (Sightline Institute, n. d. ) Ultimately, what is needed to address the needs of a growing population in the developing world is not the application of population control measures, or a voluntary call to asceticism, but the institution of developmental policies that recognize the needs and wants of human society on terms that are just to developing nations and corrective to developed ones. Alex Steffen (2006) notes that it is wrong to think we can talk developing nations out of pursuing their dreams, and deny them of the material luxury that citizens of developed nations take for granted. Therefore, what is necessary is bright green developmental policy, founded upon the idea that economic luxury continue without rendering the planet an uninhabitable wasteland. This would require cradle-to-cradle designs, closed-loop industrial systems and self-sustaining infrastructure, much of which is already possible today. The future is already here, it’s just not well distributed. REFERENCES Gable, C. (2006, October). â€Å"Fields of Power; Farming Co-Ops & the Future of Biodiesel,† Organic Producer. Retrieved October 9, 2008 from: http://www. organicproducermag. com/index. cfm? fuseaction=feature. display&feature_id=43 Hieu, T. (2008, July 27) â€Å"Farming co-ops may be answer to rural poverty. † Vietnam Business News. Retrieved October 9, 2008 from: http://www. vnbusinessnews. com/2008/07/farming-co-ops-may-be-answer-to-rural. html Manning, R. (2004) Against the Grain: How Agriculture Hijacked Civilization. New York, New York: North Point Press. Holmgren, D. (2003) Permaculture: Principles & Pathways Beyond Sustainability. Hepburn Springs, Victoria, Australia: Holmgren Design Services. Sightline Institute. (n. d. ) â€Å"Build Complete, Compact Communities. † Sightline Institute. Retrieved October 8, 2008 from: http://www. sightline. org/research/sust_toolkit/fundamentals/great_places Steffen, A. (Ed. ) (2006) Worldchanging: A User’s Guide for the 21st Century. New York: Abrams, Inc.

Ma Earth Essay

Ans1. Heather before being a marketing manager she loved the company and its products. And not only because of its products but also because of their values, that they promised to use all natural ingredients and also ensured that they wouldn’t harm the planet. But in reality the story was different. When she was given the responsibility of campaigning one of its product Ore Essentials, she came to know that the story behind growing the product is quite different. Ma Earth Skin Care was using a different strategy to maintain its image in the market. The company was paying the tribes neither for growing the product there nor for purchasing. They were actually buying its product at a cheap rate from a mainstream supplier. But the company wants to convey its message to the customers that the product is very precious and rare, and they get it only from the tribal area. So this was the ethical issue Heather was facing. She wasn’t ready to accept the way the company was marketing its product. If Heather shows its customers how the company is getting its resources for the Ore Essentials i.e. if she tells them that though the company says that it gets its resources from the tribes but in reality it doesn’t, this would cross a line into unethical territory. Whereas if Heather supports the company i.e. if she shows that the company gets its resources from the tribes rather than showing the actual truth, it can be considered ethical. Ans2. From the customer point of view, the company was fulfilling its corporate social responsibility by paying the tribes for their wellbeing in return for their effort to grow the plants and maintaining them. The company provided the tribal people a school, a health clinic as well as food and clothing. This way the company is effective in practicing its social responsibility. But even though the company is supporting the tribal people, they are cheating its customers by showing false claims. This way the company is not fulfilling its social responsibility.

Nursing managment Essay Example | Topics and Well Written Essays - 250 words - 1

Nursing managment - Essay Example In other words, the administrative practicum project will give me the opportunity to apply theoretical knowledge in a real world situation. Administrative positions in modern healthcare setting is increasingly complex or demanding as the field is highly affected by issues like nurse shortage, clinical errors, and unethical medical practices. Practicum in advanced nursing for the nurse administrator will make a candidate efficient in management of clients, nurses, and resources. Evidently, the practicum project will give me the opportunity to apply the principles of administration under the supervision of a competent preceptor. As far as I am concerned, administrative practicum project will provide me with a highly individualized experience and thereby profound knowledge in complex systems, leadership practice, and organizational theory. However, as Harris et al notes, ‘the collaborative synergy of the preceptor, student, and the practicum instructor’ is significant in the learning experience of the student (213). In total, the administrative practicum project I am doing for my MSN degree can contribute a lot to my nursing career development. Extensive knowledge in nursing administrative positions and practical knowledge in management of clients and resources are the primary outcomes this practicum project offers. Harris, James. L., Roussel, Linda., Walters, Sandra and Dearman, Catherine. Project Planning and Management: A Guide for CNLs, DNPs, and Nurse Executives. US: Jones & Bartlett Publishers, 2010.

Sustainable Practices in the Redevelopment of Canary Wharf Research Paper

Sustainable Practices in the Redevelopment of Canary Wharf - Research Paper Example This paper will highlight the success of the Canary Wharf regeneration or redevelopment based on reviews and analysis through use of sustainable design. As an aspiring architect, carrying out further research on the sustainability of Canary Wharf as a major development project will guide me as well as fellow learners about the importance of sustainability and innovating in design to achieve it. Summary Canary Wharf, a marshland located in the Isle of Dogs in Borough of Tower Hamlets in East London used to be one of the busiest ports in the world since it opened as West India Docks 1802. Its peak was seen from the 1930s when the Port of London carried about 35 million tons of cargo carried by some 55 thousand ships until its peak in 1961 when it handled about 60 million tons of cargo. The decline of the port industry in the 1950s led to its closing in 1970s. It has undertaken several seemingly insurmountable steps and processes since then to replace its glory days. Today, it is a majo r business district of about 1.3 million square metres of offices and retail space (Canary Wharf Group, 2012). Introduction Redevelopment projects are usually major challenges for built environment industries including the designers and architects in a given team. The many factors that redevelopments consider are double against new developments: temporary relocation and displacement of residents and workers in the given area, the disruption of economic, social, and other activities, addressing decay, re-design in consideration of history and the tradition of the people in the given area, funding and other requirements, regulation and governance, and external factors that may be adversely affected by the project. The major obstacles to the redevelopment of the Canary Wharf have been many and its success owed much to the various architectural feats implemented. The design and architectural approaches that need to address the challenges motivated me to research using secondary data (me thodology) and provide a report on the Canary Wharf redevelopment. Discussion Canary Wharf Canary Wharf was became a high concern after the closure of the docks due to its economic impact. Secretary of State for the Environment Peter Walker assigned consultants Travers Morgan to undertake as study of the Thames-side area between London Docks and Barking Creek and the consultants proposed in January 1973 a wide range of options which did not prosper. By 1976, the Docklands Joint Committee or DJC created the London Docklands Strategic Plan or LDSP. Redevelopment, however, can be traced from the creation of the London Docklands Development Corporation by the local Government Planning and Land Act 1980. By 1982, the Isle of the Dogs became an Enterprise Zone that offered tax breaks for developers and investors within a ten-year life cycle. In 1988 when then Prime Minister Margaret Thatcher launched the Canary Wharf construction project, it was considered one of the world’s larges t developments. As a major project, Canary Wharf met a lot of challenges including perception that â€Å"Large projects are liable to focus benefits on relatively few individuals, and impose costs over a wide group whose members each have relatively little to lose,† Hall (1981, 15). Redevelopment was led by Canadian developer Paul Reichmann (LDDC, 2009) through the Canadian the Olympia & York- an international property development firm. Tax breaks provided by government to regenerate the rundown areas was provided them and they bought the

What is the relationship between the services provided by HR managers Essay

What is the relationship between the services provided by HR managers and other leaders with regards to the levels of staff commitment - Essay Example Basically, the purpose of this quantitative, descriptive nature of research is to explore the relationship between critical dimensions between HR services provided and employee retention by surveying 1000 members from different branches in a financial institution based in Doha in the State of Qatar. The study also aims at assessing the available information about human resource practices, especially the focus is on how effectively the leaders can retain the employees through devising effective techniques that can be utilized, the role of HR personnel in improving employee commitment as an important objective of this study. The study also identifies the limitations of the leaders in their approach of suggesting improvement. The independent variable will be the job satisfaction and thus the retention of the employees, while this will be tested against several dependent variables such as (a) wages and bonuses (b) recognition on the job (c) teamwork and (d) availability of training, givi ng responsibility to the employees, flexibility of the leaders while dealing with his subordinates and similar variables. Chapter two specifically deals with reviewing of published literature that is relevant to the study which influenced the careful selection of the method of data collection to be implemented in the study.

Gender differences in Business Leadership Style Thesis

Gender differences in Business Leadership Style - Thesis Example This makes them better communicators, more sensitive to other peoples feelings, while their verbal fluency makes them better able to communicate speak well and influence others. Differences in leadership styles: Leadership has traditionally been associated with management, but this may not necessarily represent an accurate view because managers think incrementally while leaders think radically. Moreover, leadership involves a transformation in individuals, according to Spencer, â€Å"â€Å"transformational leadership is a process that changes and transforms individuals†. (Spencer 1). According to Warren Benis, leaders are â€Å"able to express themselves fully. They also know what they want', why they want it, and how to communicate what they want to others, in order to gain their co-operation and support. Lastly, ‘they know how to achieve their goals†. (Bennis 1998: 3). As detailed further below, the brain structure in women which provides them more communicativ e ability may be more conducive to transformational leadership. Three different leadership and decision making styles have been identified, namely (a) authoritarian (b) democratic and (c) bureaucratic, based upon decision making patterns of the leader(Burns, 1977). When the leadership style is authoritarian or autocratic, then the leader seeks to retain as much of the decision making power as possible, exercises authority and control and retains the responsibility for decisions (Burns, 1997). The advantages of this leadership style are faster decision making and a work group that functions in a structured manner. The disadvantages however, are that team members may not respond well to being ordered around or may become too dependent on the... Leadership has traditionally been associated with management, but this may not necessarily represent an accurate view because managers think incrementally while leaders think radically. Moreover, leadership involves a transformation in individuals, according to Spencer, â€Å"â€Å"transformational leadership is a process that changes and transforms individuals†. (Spencer 1). According to Warren Benis, leaders are â€Å"able to express themselves fully. They also know what they want', why they want it, and how to communicate what they want to others, in order to gain their co-operation and support. Lastly, ‘they know how to achieve their goals†. (Bennis 1998: 3). As detailed further below, the brain structure in women which provides them more communicative ability may be more conducive to transformational leadership. Three different leadership and decision making styles have been identified, namely (a) authoritarian (b) democratic and (c) bureaucratic, based upon decision making patterns of the leader(Burns, 1977). When the leadership style is authoritarian or autocratic, then the leader seeks to retain as much of the decision making power as possible, exercises authority and control and retains the responsibility for decisions (Burns, 1997). The advantages of this leadership style are faster decision making and a work group that functions in a structured manner. The disadvantages however, are that team members may not respond well to being ordered around or may become too dependent on the leader and helpless to function in an emergency.

The four agreements by Don Miguel Ruiz Essay Example | Topics and Well Written Essays - 1000 words

The four agreements by Don Miguel Ruiz - Essay Example They proposed that the environment we live in is in fact a very sophisticated dream, and that each person is a reflection of another. Thus, we are all connected. That everything we do and say is a standard regime that we are each gradually programmed with as we grow. This pantheistic picture is what the Toltecs preserved through the centuries. It elevates man to a divine level, and it all depends with how we see ourselves. Although there are many pacts, or agreements, we make with society, God, and our fellow man, the most important agreements are those we make with ourselves, which will ultimately determine who we become. Don Miguel clearly outlines four of these agreements that, if reached, will transform and elevate the person’s life into a whole new aspect of the dream. The drama of hell that life brings will disappear, and the person will be creating his own personal dream of heaven. The first agreement is the most important, but most challenging to keep. It is to be impe ccable with your word. Because the word is very powerful, having the capability to either build or destroy. Don Miguel writes that, â€Å"The word is the most powerful tool you have as a human; it is the tool of magic. But like a sword with two edges, your word can create the most beautiful dream or your word can destroy everything around you.† He says that when your word becomes impeccable, or flawless, you grow seeds of love. You are released from fear and are free to live a life of happiness even though everyone around you is not. With this one agreement alone, you can transcend to the level of existence called heaven on earth. The second agreement is don’t take anything personally. For example, if a random person on the street, who does not know you, calls you stupid, and you accept it, then you will believe you are stupid, and you alone will be affected. The author writes that, â€Å"you take it personally because you agree with what was said, and as soon as you do, the poison goes through you, and you are trapped in the dream of hell.† But if you don’t, then no one can hurt you and you will break many negative habits and routines. The third agreement is don’t make assumptions. Because when we do so believing they are real, then we act on them and make life miserable. If we never assumed at the beginning, we would avoid much trouble. A lot of emotional poison is created and people are hurt or deceived. The fourth agreement is always do your best. This one sets the other three in a firm platform. Although it may vary due to conditions, as time goes by, it will become better than it used to be. Life will become more lively and fulfilling. Everything else will fall into place, and you will attain happiness. These are the four agreements of Don Miguel. They can be inculcated into many societies and professions. One such profession is the field of nursing. Because it deals with individual people in a benevolent way, these fou r agreements achieve a lot of success in such an environment. BODY The nursing field is defined by challenging, tough tasks. Compared with other professions, the nurse is the most indispensable. It is a matter of life and death, so it is very important that he not only knows what’s being done, but he should also be aware of himself. The way he sees and carries himself will influence the results of his actions greatly. The nurse who learns to instill within himself these four agreem

Litigation, Censures, and Fines Term Paper Example | Topics and Well Written Essays - 1000 words

Litigation, Censures, and Fines - Term Paper Example In recent years auditors are using unqualified comments to warn the companies to take good care of their bookkeeping process but the latter entities are not following the recommendations. The situation got worst with the passage of time and due to this reason public started to challenge the practices of national accounting organizations. Government responded to these challenges by tightening the regulations and ordered the auditors to give qualified objections upon repeated incidents of non-compliance from the companies. Nevertheless the public’s knowledge grew with the help of internet and other modern day technologies that resulted in a significant growth in the number of lawsuits against accounting firms. Recently internet and other technologies compensated for the producer-customer knowledge gap and therefore the organizations cannot fool general public by not following matching principle (Persons, 2011). It is suggested that organizations focus on enhancing their effectiv eness and efficiency. But the major question arises that why do litigations happen against the accounting firms? The answer lies within the inability of accounting companies to uphold the accuracy of the financial statements. They only care about upholding and applying the Accepted Accounting Practices and fail to see their application for the sake of disguising the information. Accounting firms play a significant role in false overvaluation of the stocks and when people purchase the shares those corporate companies do not pay dividends. Thus the abovementioned condition is creating anger and hatred against the accounting companies in the general public. On the other side accounting firms’ credibility suffer significantly in reaction to the stockpiling of lawsuits against them in every nation’s major justice centers. Now this paper turns its focus towards analyzing the basic and fundamental needs for which the art and science of accounting and financial management were conceptualized in the first place. The elementary reason for developing accounting practices was to create and foster confidence and trust in the shareholders but apparently the financial management firms have forgotten the basic lesson and therefore they are working to save the skins of their employers in order to make some extra bucks so that they can fight semi-permanent global recession. In reality nonetheless they are not true to their profession that is causing them to face embarrassment in court of law. A recent case occurred when Ernst & Young, KPMG, and PricewaterhouseCoopers were sued by Simon Marketing, an offshoot of the Simon Worldwide. The lawsuit stated that the featured financial firms did not record and report the costs of distributing promotional games designed to promote McDonald’s worldwide. Previously, the food chain launched the games named ‘Monopoly’ and ‘Who-Wants-to-Be-a-Millionaire’, for promotional purposes. But the Simon Marketing’s management reacted severely to say the least because firstly Ernst & Young have never worked for them while KPMG stated that they were never informed of games questionable legitimacy and finally PricewaterhouseCoopers affirmed its resignation from the position of chief auditor. Given the aforementioned condition the management is trying to cover up something big because dragging previous auditing partners into a lawsuit is not such a good idea. Yet, it can be presumed that

Current Events Assignment Example | Topics and Well Written Essays - 250 words

Current Events - Assignment Example My previous heads were ethical in their dealings and this culture was propagated to the junior staff members, who also choose to be ethical. The other was through the right checks and balances as far as monitoring of ethical behavior was concerned. This role was majorly delegated to the supervisors of junior and casual staff. An organization that has been faced with numerous allegations of irregularities is FIFA, the football governing body headed by Sepp Blatter. Over the years there have been various questions that have been directed towards how ethical Sepp’s decisions have been. This has tainted the image of FIFA around the world. At this point the company is working to repair this image. One of the ways in which it is doing this is by the appointment of Michael Garcia as the head of its ethics committee (BBC, 2013). The appointment of a lawyer to this post places the company in a position to secure public trust in two ways. One is that a change in the leadership of this body shows commitment towards becoming more ethical. Two is the fact that Michael has shown his commitment to this task by implementing measures that will restore public

Egyptian king Essay Example for Free

Egyptian king Essay The two sculptures that I chose to compare and contrast were the Cycladic Woman Figure and the Menkaure and Khamerernebty sculpture. Though each is from a distinctly different culture and historical time period, each depicts the female form in a unique and positive light, utilizing characteristic artistic details from the time period in which it was created to highlight the beauty of the female figure and her role in society. The Cycladic Woman Figure was sculpted from marble around 2600 and stands just over 24 inches high. At this height it is less than realistic life size, yet the statue embodies many feminine characteristics that seem to bring it to life. The lines of the statue are straight and the figure has a straight posture and rigidly folded arms. Horizontal lines are used to indicate the bends of her knees, while diagonal lines are used to outline her pubic area. In contrast, curved lines emphasize the rounded sides of her head and the most emphasized part of her physique, the curve of her hips. More subtle curves outline her breasts and abdomen. Her hips stand out from her otherwise straight posture, giving her wider dimension in this area. Her breasts and abdomen, in contrast, smoothly integrate with her straight figure and are more subtle representations of her femininity. This subtlety provides a pleasant balance to her straight posture. The color and texture are both smooth, with the marble being smoothed carefully to create a smooth composition from head to toes. The texture helps to create a balance between the straight lines at the top of her head, her arms and her feet and the curves of her chin, breasts and thighs. The visual rhythm of the statue is very vertical, and the eye is drawn up and down. Her legs are only very slightly parted, allowing for some light to come through. There is little shadow to the figure because her curves and arms are so subtly formed against the rest of her figure. All use of positive and negative space is done within the rigid posture of the figure and lends itself to an organic, human shape. Menkaure and Khamerernebty, sculpted around 2540 BC, stands over four feet tall, making it twice as large as the Cycladic Woman Figure. It depicts Egyptian king Menkaure and his queen, Khamerernebty. In both figures in the sculpture, similar smooth textures contrasting with sharp lines and straight postures mirror those of the previous statue. The pose of each figure is slightly different. Menkaure is seen in a more authoritative pose, one typical for figures of kings. His foot is forward, indicating authority, and his arms are straight at his sides with his hands clenched. Definition in his arm and chest muscles along with his prominent jaw line give him a sense of maturity and power while also giving depth to the overall sculpture. His physique lends itself to creating light and shadow in the sculpture and there is a sense of depth achieved in his foot being placed forward and his beard extending from his face. Next to Menkaure stands his queen, Khamerernebty. There is evident repetition in their facial features, as well as in the angular shapes of their feet. Her posture is as stiff as his, but her legs are together and straight. There is also repetition in detail and texture between his headdress and her hair, with both extending to the same length on each of their shoulders. There is movement and rhythm incorporated into the statue by her arm holding on to his in a gesture that is both feminine and strong. The lines of her arm are straight, but the softness of her hand both on his arm and around his side suggests love. Her breasts and pubic area are defined with soft, rounded lines. This emphasizes her femininity and serves to balance his rigid authority. The curves of her pubic area and breasts also create shadow in the statue. This shadow along with the shadow created by Menkaure’s extended foot take the eye away from the negative space created between the two figures. Both statues represent an important cultural relationship between the sculptor and the subjects. The Cycladic Woman Figure represented a reverence for the female form and an understanding of the importance of the role of the female in society. Woman’s ability to reproduce and create new life is praised in the softness of her abdomen and breasts. In contrast, the figure of Khamerernebty suggests not fertility, but female power. She is posed alongside her king, holding on to him, and several prominent details place her at the same height and stature as him, indicating her role in the kingdom. She is seen as a powerful and influential figure. Her curves suggest strength rather than fertility and her main role is that of ruler. Both figures represent the female form and concepts of femininity and strength that were important aspects of their culture. In each, the sculptor represented the essence of female beauty that was most important to that culture at the time, and created examples of two of the many aspects of women that make them strong, beautiful creatures that are vital to any civilization.

The Western Region of Abu Dhabi Essay Example for Free

The Western Region of Abu Dhabi Essay The Western Region of Abu Dhabi in United Arab Emirates is suffering from a high illiteracy rate among adult nationals who are aged 40years and above. Due to the lack of reports/academic publications available for improving this condition, a research work is carried out towards investigating the reasons and providing feasible solutions to overcome this pathetic situation in the Western Region of Abu Dhabi. The research also aims at providing reasons why illiterate citizens didn’t participate in the adult education program organized for them and the effectiveness of VIP classes in solving the high illiteracy among older adults. The main purpose of the study was to understand the minimal requirements for adult learning, steps taken by government towards resolving this issue and the alternatives available to overcome this issue. The outcome of research was based on informal educational program in Western Region, where a group of illiterate female adults aged above 40 years participated in a survey/interview. The enormous data collected from the participants during survey helped in analysis towards originating a set of recommended actions and evolution of a proposal for reducing the illiteracy rate in the Western Region of Abu Dhabi with the help of Western Region Development Council and their stakeholders to pilot test the VIP adult learning program in some cities. The participation survey conducted for VIP adult learning program was positive, which conclude that the implementation of VIP adult learning program is an effective solution to overcome high illiteracy rate among adult nationals who are aged 40years and above.

Nescafes Global Strategy

Nescafes Global Strategy About Nescafe Nestle, the largest confectionary, nutrition and Food Company in the world. Nescafe is one of its renowned brands in the business of traditional hot and cold energizing solubles like coffee and is available almost in every part of the world in different forms and variants. It was named as one of the top 100 brands of the world by Bloomberg business week (Top 100 Brands of 2008, 2008). Today, its offerings are available in 32 countries including France, China, Canada, Pakistan, India, UK, USA and others(Nescafà ©, 2010). Nescafes Global Strategy Nescafe has build a strong brand equity through the use of aggressive marketing strategies globally. Each country/regions Nescafe forms its own strategy to effectively target its audience and generate sales accordingly for the profitability and growth of the company. It is for this reason that some variants are designed and marketed to cater to the needs of that particular segment of the market.It has been noted that Nescafe as a brand is in a intermediary phase from being an exclusive utilitarian comsuption product when it used to be just an instant coffee to becoming more of a product with hedonic consumption when it started to create and sell different blends in different markets. Each variant has its own specific feature and personality to add value to the brand under the same name.The company aims at providing products to consumers wherever, whenever and however is required. Nescafe focuses on the coffee tradition and its historical value. Nescafes global brand personality can be sincere, down-to-earth, warm and honest and excitement related to friendly, youth and energy however it can be just one of the two mentioned above or a mix of both depending upon the target market and the variation. Target Market, Promotion Strategies and Media Nescafe has different target market for its different variants. In the UK, the target market is young adult consumers aged between 20-35 of middle and upper class who have lived with consumption soft drinks and energy drinks like redbull. To capture that market, Nescafe along with its advertising agency decided on building consumer trust and develop work showing lenghts that Nescafe users will go to stay away from other substitute goods. A 360 degree campaign was designed which was launched with a TVC, billboards, radio ads, posters, magazines, news paper and many other medias. In India, with its different variants, is leveraging to vast consumer base and cateting to all segments of the market. The market has been divided on the basis of geographic regions like North, South, East and West, psychographics and demographics. The strategy however has been to focus on values and low-key market penetration using 360 degree promotion campaign. The Greek market was consuming the traditional Greek Coffee which was served in a tiny cup and with a glass of cold water intended to be drunk first. Nescafe captured this opportunity to grab the market share by introducing its Nescafe Frappe in the Greek Market that change habit of the Greek coffee drinkers. It has been heavily marketed to the target audience aged between 17-30 using clever visuals to show a trendy world of partying and dancing including a stylish living for the younger generation. (Butler, 1988) With a deal with MTV to launch a style campaign for the new generation of consumers aged between 16-24 years old, Nescafe has decided to relaunch the brand with a $30 Million global campaign. Nescafe has been working on targeting its market through the use of interactive youth oriented websites Nescafe Live where consumer will exchange ideas and information regarding images and videos aimed at 16-24 years old consumers of the global market. In Australia, the marketing mix is aimed at targeting diverse market segments of all age groups. For the young adult cafà © culture segment, they offer their range of latte with a sponsoring campaigns like Nescafe Short Film Awards Win the Nescafe Latte Lounge of which teaser and TVCs were created. Also, a website was created for information regarding products, competitions and events. Marketing Communication Agencies Nescafes lead global agencies are McCann Erickson Publicis Mojo while also have MindShare as their global media creative Agency (Jain, 2007). These global agencies have either affliations with local agencies in different countries or have their own subsidaries. Thus, the affliated agencies or the subsidaries become the local agencies of their clients and work with their global partner to create a universal image, perception and equity of the brand. Like the local agency in Sweden for Nescafe is Storakers McCann which is affliated with McCann Erikson while in Pakistan its Orient McErikson. In France, it is Publicis Conseil which has affliation with Publicis Mojo. Importance of Advertising for Nescafe Advertising for Nescafe is important to create positive feeling and attitude of consumers towards the brand which will eventually lead to purchase. Advertising plays a vital part in communicating a competitive advantage and to make consumers feel that the product suits their requirements and has the same personality as theirs. Due to factors like culture and differences in attitudes and behaviors in each country/region that has its own beverage used as stimulant or energizers. Like in some regions its tree and in others its green tea or coffee. Thus, to capture the non-coffee drinking markets, it is essential to aggresively advertise the energizing and stimulating effects of coffee. The red color of the mug is used to emphasize the energy of the drink while red suits to project that state of mind. Nescafe has a very diversified base of consumers belonging to different personalities which have different cultures and tradition and coffee just might not be a part of any of it. It is through advertising that they can create value for customers. For the same reason, Nescafe with the help of local agencies creates offerings based on consumers attitudes, personalities, and behavior and the culture and tradition of that country/region while keeping a broader global brand image, conviction and positioning. If Nescafe just had a global agency responsible for creating and designing products and brands and market them to the global market at large, it would fail to effectively communicate with the customers or to create a competitive advantage in the markets due to the diversified consumer base as needs, attitudes, culture, behaviours and many other factors of consumers choice and preference differ from region to region and coutnry to country. Thus, a balance has to be maintained between the local market perspective and the global outlook as well for the success of the brand and company(Amanda, n.d.). Recommendation To be able to capture and grab the market share of different markets, Nescafe should be associated with the current agencies in order to create offerings using both global and local perspective. However, their promotional strategy should not completely be diverted towards the coffee drinkers of future and should carry out activities for the adults and old-age consumers as well. The use of 360 degree marketing campaigns is a very effective way of reaching out to the target consumers which should be carried on further. Reference: Amanda, (n.d.) The Marketing Mix: How two companies use it to target the Australian Instant Coffee Market, Retrieved on May 19, 2010, from Monash University: http://www.monash.edu.au/lls/llonline/writing/business-economics/marketing/3.2.2.xml Butler, R. (1988). How Nescafe frappe swept the Greek market. Tea Coffee trade Journal . Jain, A. (2007). Nescafe V/S Bru Markeketing . India: www.slideshare.net. Nescafe Tags (10), Retrieved May 19, 2010, from Popsop.com: http://popsop.com/tag/nescafe Nescafà ©. (2010).Coffee People, Retrieved on May 19, 2010 from: www.nescafe.com, Nescafe|Camera Cafà ©|China (2010). Retrieved May 19, 2010, from Media Asia.com: http://www.media.asia/newsarticle/2010_01/NescafeCamera-CafeChina/38482?src=mostpop Nestle India Limited . (2003). Retrieved May 19, 2010, from India Brand Equity Foundation: http://www.ibef.org/download/Nestle.pdf OReilly, D. (2001), Nescafes new campaign is full of beans, Retrieved on May 19, 2010, from The Post.IE: http://archives.tcm.ie/businesspost/2001/09/09/story958990928.asp Saunderson, L, (2001), Nescafe: Interactive Beans , Retrieved on May 19, 2010, from Boards: http://www.boardsmag.com/articles/magazine/20010801/nescafe.html Top 100 Brands of 2008 . (2008). Retrieved May 19, 2010, from Bloomberg Business Week: http://images.businessweek.com/ss/08/09/0918_best_brands/29.htm

Teens Shouldnt Diet Essay -- essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Why Teens Shouldn’t Diet   Ã‚  Ã‚  Ã‚  Ã‚  Dieting can be defined as restricting calories or food groups (Deal with Diets: kidshealth.org). With the number of obese people growing, it’s no wonder that people are starting to diet, and â€Å"in 1988, Americans spent 32 billion dollars on diets and diet products (Baird: Women’s Health Fact Sheet).† A problem arises when teens start restricting their food, because dieting can be very harmful to a teenager’s still-developing body. It can also be harmful to the teen’s psychological health as well. â€Å"80% of teen girls are unhappy with their bodies and weight (Community Action: 27% of Teens in Peril from Dieting), and 50% of teen girls incorrectly believe that they are overweight, increasing the likelihood that they will diet (Strauss 741).† Dieting comes with its own host of problems which is why teens should definitely not diet because it can cause obesity, eating disorders, and nutrient deficiencies.   Ã‚  Ã‚  Ã‚  Ã‚  Some people may be surprised by the fact that dieting can actually cause obesity later. It seems like a paradox, but it really isn’t. When someone else controls the way you eat, it’s very natural to rebel. Also, when someone diets, it slows down their metabolism, and when a person starts eating like they used to, the metabolism doesn’t have any time to adjust to that, and there is a weight gain. Plus, dieting lowers a person’s blood sugar, which can trigger depression, then trigger binge eating, which leads to weight gain (Drohan 30-32). This may all seem like theory, but there have been two recent studies to explore it further. Harvard Medical School put together a study, testing this theory, and the results were surprising. What they found after testing 8,203 girls and 6,769 boys was that the adolescents who dieted frequently actually gained more weight each year than other children. Both the males and females suffered from the boomer ang effect of dieting, and gained, on average, two pounds more than the non-dieters. They then determined that the weight gain was due to the fact that when teens diet, they are restricting themselves. When a person cuts down on calories, it becomes very hard for them to control the cravings, desires, and the hunger. When they can no longer control themselves, ... ...bsp;Overall, dieting can be very dangerous. It can lead to obesity, cause eating disorders, or be the source of nutrient deficiencies. Teens diet for a variety of reasons, but they really shouldn’t, because it really can be detrimental to their health. What teens need to realize now is that if they practice unhealthy eating now, they are setting themselves up for physical and mental problems late in life, which won’t help themselves or their loved ones. A teen needs to also identify the reasons why they are thinking of dieting anyway. Yes, it might be because they are obese, but many people incorrectly believe that they are overweight, and there are causes of that, which need to be addressed. Teens diet because they are on a quest for the perfect body, but they need to realize is that their perfect body may not match the body they see on the television or in magazines. Any teen who starves herself to become thin is only setting herself up for disaster. Teens just ne ed to try to accept themselves for who they are, and then everyone else will accept them also. They need to realize that it’s not worth their health to go on a quest for the perfect body that has been airbrushed anyway.

Ruperts Land: The Division Lies Only in Interpretation :: American America History

Rupert's Land: The Division Lies Only in Interpretation I sit here and I consider myself a young and developing Historian. I consider Frits Pannekoek and Irene M. Spry to be similar historians, yet with more knowledge, age, and experience. What I am sure does not differ between myself, these Authors and other related Historians, is a certain degree of ability to take a piece(s) of work and critically canalize it. I have done just that recently. I have taken the essays, The Flock Divided: Fractions and Feuds at Red river by Frits Pannekoek and The Metis and Mixed-Bloods of Rupert's Land before 1870 by Irene M. Spry, and I have done my own critical analysis. I believe that both Authors are very persuasive in their respective essay, however when analysed and broken down the reader can see that aspects of both essays can be used to determine that just like any groups of a society the two Native groups of Rupert's land were at times separated other times they were not. I would tend to sway more to Spry's well researched essay, but Pannekoek's positive points must also be mentioned to get a broad picture. This is best done by addressing the respective essay one at a time, then bringing some ideas together. Before I get right down to analyse Pannekoek and Spry I must give the general background that the two essay use as their base. The Rupert's Land of Red River has many ethnic groups. The two that are concentrated on, as Pannekoek I believe accurately puts it, are the English speaking Protestant mixed blood (Half-breeds, respectively) and the French speaking Catholic mixed blood (Metis, respectively) . It must also be know the location of Rupert's Land to get a proper mental picture of the events. Rupert's Land, Red River, was in what today would be (fill in later when you find location). The main point that Frits Pannekoek makes in her essay is as follows. Panekoek reasons that there are differences between the Metis and the Half-breeds that led them to form to groups apart from each other, with a bitter relationship between the two . Pannekoek believes that "In fact there was little unity between the two groups during the Riel Resistance" . I must start of my first main point by saying that essential there is much reliability to what Frits Pannekoek is saying.

Bill Gates :: essays research papers

Bill Gates We read books for a number of reasons but usually because we want to or we have to. When you pick up a book it falls into one of three types, dependent on whether it is a want to or a have to type of book. First there's the kind of book you pick up and like the look of but then the first chapter is so bad that you have to put it down because you are either too confused by the plot or you discover it has been written in some obscure untranslatable language. The second type is where the first chapter is slightly disappointing but it is worth pursuing so you read on. These books are often the type you recommend to friends although you have only the basic sketch as to what they are about (such as any pulp fiction novel - you've read the story somewhere before but you are on holiday so it is either this or the guide book). The third type of book is a rare breed indeed. This is the book you read and then read and then read some more. It is the type of book that you miss things for. If you like computers and want to know more about them, about the history, and about the most important figure in this industry, then this is definitely "the third type of book." The book that I was able to read was Gates by Stephen Manes and Paul Andrews. It was about how man named Bill Gates became the foundation of computing industry and how he reinvented an industry- and made himself the richest man in America. William (Bill) Gates is the computer industry's youngest billionaire. As president and CEO of Microsoft, he has made several important contributions to the world of technology. Most people would probably picture him as being a computer programmer but not with holding the position of chair and chief executive officer (CEO) of a corporation. Actually, Bill Gates is both a programmer and CEO. To talk about Bill Gates one has to talk about the history of Microsoft. Gates' family was financially well off. His father, William H. Gates II, is a prominent attorney. His mother, Mary, is the director of First Interstate Bank. Early on in life, Gates' parents placed him into Lakeside, an academically challenging private school. While at Lakeside, Gates met his close friend and future business partner Paul Allen. Together they entered the world of programming at Lakeside. It all started on October 28, 1955, in Seattle, Washington, where one of the

After a Decade of Global War on Terror Essay

The exodus of Russians from Afghanistan, the megalomania of Iraq’s Saddam, the spread of Islam in the West, the domestic and external pressure on the American economy, the 9/11 historical event, and the voluminous studies of latter-day Dr Strangelove’s clones nurtured and financed by massively-funded American think tanks were all contributing factors in a series of initiatives undertaken by Washington that came to be known as the Global War On Terror. The rise of neo-Christian fundamentalists to counter the upsurge in militant Islamic forces gave strong support to the hype created by President Bush advisors and analysts that Saddam possessed weapons of mass destruction and enabled him to put in motion the grand plan to globally spread American influence. Pakistan got caught in this tornado for some understandable reasons. The only Islamic nation possessing the bomb, bordering Afghanistan, controlling supply lines to Kabul, with ethnic and religious camaraderie transcending the border, largely dependant on Washington-controlled financing agencies, with a ballooning population under 25 years old that may be swayed by extremist elements, and the docility of it’s political and military leadership to United States’ dictation. Thus the loud threat of â€Å"you with us or you against us† worked pronto and Pakistan was touted as the frontline state in GWOT. The decade of this GWOT has made Pakistan front-page news day in and day out. Every week some American high-up or some Congressional delegation comes to Islamabad and, while breathing down the neck of the political and military leadership, proclaims the mantra of â€Å"Do More†. This has put Pakistan in a precarious position and its impact has been widespread all across the country. Over this eventful and volatile decade, Pakistan has faced situations that have fundamentally changed its political, economic, and social landscape. The GWOT enabled the democratic forces to unite against a government controlled by President General Pervez Musharraf and negotiate a new political order thru the notorious National Reconciliation Order. This paved the way for Benazir Bhutto and Nawaz Sharif to end their self-imposed and forced exiles. The assassination of Benazir Bhutto has been blamed on the terrorists and extremists that are the legacy of GWOT. The Liaquat Bagh Rawalpindi tragedy created a wave of sympathy and her party came into power with her tainted husband anointing himself as President. â€Å"Democracy is the best revenge† became the rallying slogan, but political instability, political expediency, and political distrust cast a glooming shadow on all imperative and crucial national decisions. The government hid its weaknesses, its insensitivity, and its in ability to undertake decisions by camouflaging it as outcome of its fulltime concentration and determination to weed out terrorism and extremism. On the social side, the nation has been horrendously affected by the ten years of intense involvement in the GWOT. The most sad and tragic outcome has been the death of over 35,000 citizens and military personnel. Scarce financial resources have been diverted to fighting this war at the cost of neglecting social sectors such as education and health. The track record of various governments has always been pathetic when it came to allocation for social sectors. No government has spent more that 3% of GDP on health and education and the GWOT also encroached on this allocation too. The rehabilitation and rebuilding of war-torn areas put a huge dent in the Treasury. Moreover, biased ethnicity, tribal rivalry, and parochial mindset all gained strength from the after-effects of this war and impacted on the decision making process of the government and the administration. Pakistan has been the worst sufferer in economic terms because of the GWOT. The Finance Ministry has estimated that the nation spent over US$ 68 billion during the past decade in fighting this war. This amount equals the combined 2010-11 import and export figure. In the past couple of years, the government has drastically cut down essential projects under the Pakistan Social Development Program while also arbitrarily raising electricity and gas rates. The GWOT, coupled with the annual floods, have also messed up the GDP rate which is less than 3% with scant chance of it crossing the 3.50% mark in the current fiscal year. Asian Development Bank has estimated an annual 7% growth rate to absorb the burgeoning labor force that is looking for meaningful employment. This is a tall order and there is no window of opportunity on the horizon. Pakistan’s image has been seriously tarnished due to the GWOT. This has put pressure on the development of new export markets and affected the comfort zone that importers of Pakistani products had in dealing with their suppliers. The law and order imbroglio, especially in Karachi, has also been detrimental to the progress of Pakistan’s economy. Notwithstanding the highest-ever exports in 2010-11, the fact is that it was more due to increase in world prices rather than additional increase in quantity. Today, unemployment is a major issue and it naturally induces the unemployed to succumb to the â€Å"sales pitch† of terrorist and extremist organizations. Pakistan’s defence bill is tremendously increasing inspite of the efforts of the military hierarchy not to open new military operation theatres to fight terrorism. Pakistan is not being timely compensated by America for the huge expenses incurred by the defence forces. Moreover, the Kerry-Luger-Bremen Act under which development aid would be forthcoming has also been a victim of the change in Washington’s perception of the Pakistan’s efforts. Even the International Financing Institutions, primarily IMF, also get their signals from Washington. Now, Pakistan is compelled to announce that it is abandoning the IMF program and not applying for a new initiative to tackle its economic requirements. All in all, with a limited financial base, with only about $200 billion GDP, with 185 million people, with tremendous competition in the global export market, with obvious political instability, with rise of extremist Islamic militants, with no signs of cessation of hostilities at the border, and with United States wanting Pakistan to â€Å"Do More†, Pakistan will not be the ultimate beneficiary of the Global War on Terror.

Feminist Contributions Essay

Feminism is a conflict theory which views society as male dominated and it seeks to describe, explain and change the position of women in society. Feminism is therefore a theory of women’s subordination and also a political movement. There are different types of feminism, which I will be evaluating in this essay; Liberal, Radical, Marxist, Black and Postmodernist feminist. Feminists criticise mainstream sociology for being ‘malestream’. By contrast, feminists examine society from the viewpoint of women an see their work as part of the struggle against women’s subordination. However, although all feminists oppose women’s subordination, there are disagreements among feminist’s theories about its causes and how to overcome them. Liberal feminists are concerned with the human and civil rights and freedoms of the individual, they believe that all human beings should have equal rights. In liberal feminism, the concept of society changing itself to adapt to women does not occur. Liberal feminists insist that all that is needed to change the status of women is to change existing laws that are unfavorable for women and that this will open up more opportunities for women to prove themselves as equal to the opposite sex, this is referred to as reformism. In addition, liberal feminists reject the idea that biological differences make women less competent or rational than me, nor are men biologically less emotional or nurturing than women are. Liberal feminist Oakley, distinguishes between sex and gender. She claims sex differences are seen as fixed, whereas gender differences vary between cultures and over time. Therefore what is considered a proper role for women in one society or at a specific time may be disapproved of or forbidden in another. According to liberal theorists, sexist attitudes and stereotypical beliefs about gender are culturally constructed and transmitted through socialisation. However, liberal feminism can be seen as a critique of the functionalist view of gender roles. For example, Parsons distinguishes between instrumental and expressive roles. In his view, instrumentals roles such as paid work are taken on by males, while expressive roles such as unpaid domestic labour and childbearing are taken on by females. On the other hand liberal feminism challenges this view. It argues that men and women are equally capable of  performing each roles. Radical feminists emerged in the early 1970s and its key concept is patriarchy. Radical feminists have three key arguments; patriarchy is universal as male domination of women is evident in all societies. Firestone argues that the origins of patriarchy lie in women’s biological capacity to bear and care for infants, as a result of this women become dependent on men. The second argument is that patriarchy is the primary and most fundamental form of social inequality and conflict. Thirdly, all men oppress women and all men benefit from patriarchy. Particularly from women’s unpaid domestic labour and from their sexual services. For radical feminists, patriarchal oppression occurs in the public sphere of work and politics and also in the private sphere of the family. According to radical feminists, patriarchal power is expressed through sexual or physical violence or the threat of it. As Brownmiller notes, fear of rape is a powerful deterrent against women going out alone at night. Likewise Rich argues that men force women into a narrow and unsatisfying ‘compulsory heterosexuality’, which becomes the only socially acceptable form of sexuality. Radical feminists believe that if women are to be free, personal and sexual relations must be transformed. They have suggested three strategies to achieve this. Firstly separatism, which is when women live apart from men and create a new culture of female independence. Feminist Greer argues for the creation of all-female or ‘matrilocal’ households as an alternative to the heterosexual family. The second strategy is consciousness raising, through sharing their experiences in women-only consciousness-raising groups, women come to see that other women face the same problems. The third strategy is political lesbianism; many radical feminists argue that heterosexual relationships are inevitably oppressive because they involve ‘sleeping with the enemy’ and that lesbianism is the only non-oppressive form of sexuality. Marxists have a key criticism of radical feminists. They argue that class is the primary form of inequality and that capitalism is the main cause and beneificiary of women’s oppression, not men. Another criticism comes from Anna Pollert, who argues that the concept of patriarchy is of little value in explaining women’s position because it involves a circular argument. In contrast, Marxist feminists dismiss liberal feminists’ view that women’s subordination is merely the product of stereotyping or outdate attitudes. Likewise they  also reject the radical feminist view that it is the result of patriarchal oppression by men. Marxists see women’s subordination as rooted in capitalism. This results from their primary role as unpaid homemakers, which presents them in dependent economic positions in the family. Their subordination performs four important functions of capitalism; women are a source of cheap, exploitable labour. As they are viewed as financially dependent on their male partners, they can be paid less by employers. Women are a reserve army of labour, that can be moved into the labour force during economic booms and out again at times of recession. Women produce the labour force through their unpaid domestic labour, by nurturing and socialising children to become the next generation of workers by maintaining and servicing the current generation of workers. Thirdly, women absorb anger that would otherwise be directed at capitalism. Ansley describes wives as ‘takers of shitâ €™ who soak up the frustration of their husbands, this explains male domestic violence against women.

Diabetic Management Plan

Diabetes Mellitus is a disease known to humans since the ancient times. Hieroglyphics of Egypt, which dated back in 1500 BC, illustrated symptoms of diabetes. During this time, people depicted diabetes to be type 2 only and type 1 diabetes is a newly discovered disease. However, this has been made clear by researches and studies that type 2 diabetes is different from type 1 diabetes (Hanas 2007). In the present, cases of diabetes continuously rise especially cases of type 1 diabetes.Type 1 diabetes is an insulin dependent diabetes that is common to children and teenagers. Here, the body totally does not produce insulin rendering the glucose useless for an individual (Fox and Kilvert 2007). The glucose level on the blood rises and affects certain body functions making the individual seek medical attention. Diabetes has no cure. When one has diabetes, he or she has it for lifetime. However, certain ways in managing diabetes, whether it is type 1 or type 2, are found but with considerat ion to medication, activity, and diet.Strict adherence to medication regimen is useful in preventing the development of diabetic complications. Regular exercise or physical activity as well as proper eating habits is also proven to help lower blood sugar levels making it controllable. In addition, frequent monitoring of blood glucose will allow an individual to anticipate and act in response to the previously read glucose level. The Case of Jodie Jodie is a 17-year-old girl who has just been diagnosed with type 1 diabetes following admission to the local Emergency Department in DKA.She is currently studying year 12 at high school, plays netball every Saturday afternoon and enjoys going to parties with her friends. Jodie weighs 55kg with a BMI of 20. She lives happily at home with her parents and older brother. Jodie has been commenced on a basal bolus insulin regimen using Humalog and Levemir. Nutritional Management Managing diet is also a key factor in proper management of diabetes . It is important to emphasize to the client and the family that the client is not taking a diabetic diet but rather a balanced meal.Emphasis must also be considered on the ethnicity of the client as well as cultural and religious background of the patient. Before taking these into considerations, it is important to know the basic caloric intake of the client. By multiplying the weight of the Jodie in pounds (121 lbs) to 10 (constant multiplier for female), you will come up with a total of 1210. This is the basic caloric need of Jodie. Multiplying the basic caloric need (1210) with 0. 40 (constant multiplier for rigorous activity) will come up with a resulting activity based caloric needs (605).Calories for digestion can also be calculated by multiplying the sum of basic caloric intake and activity based caloric needs (1210 + 605) to 0. 10 (constant number). The result would be 181. 5. Lastly, compute for the total daily caloric intake by summing up the basic caloric intake, activit y based caloric intake, and calories needed for digestion (1210 + 605 + 181. 5). The result would be 1996. 5. This is the caloric needs of Jodie every Saturday since she is engaged in netball and partying with her friends. On the other hand, the caloric intake of Jodie from Monday to Friday and Sunday would be 1863. 4.Upon computing the daily caloric intake of Jodie, it can be concluded that energy needs varies among individuals on a daily basis, and depends greatly on the age, gender, and ethnicity (â€Å"How to Calculate Your Total Daily Calorie Needs † 2010). Smart, Aslander-van Vliet and Waldron (2009) proposed how total caloric intake must be distributed: Carbohydrates must constitute about 50-55%; fats must be 30-35%; protein must be 10-15%; and sucrose must be 10%.Therefore, Jodie must have a carbohydrate intake of 931. 7-1024. 87 calories (M-F, Sun) and 998. 25-1098. 08 calories(Sat); fat intake of 559. 02-654. 19 calories (M-F, Sun) and 598. 5-698. 78 calories (Sat); protein intake of 186. 34-279. 51 calories (M-F, Sun) and 199. 65-299. 48 calories (Sat); and sucrose intake of 186. 34 (M-F, Sun) and 199. 65 (Sat). When taking carbohydrate rich food, it might be necessary to include healthy sources like vegetables, fruits, legumes, whole grains, and low fat milk. Take into consideration other alternatives for the source of food by consulting the carbohydrate exchange table, cabohydrate counting and the use of glycemic load and index. In the consumption of fat, food with saturated fat must be limited to less than seven percent of total caloric intake.Every week, two or more servings of fish is permissible but with exemption to the commercially produced fish fillet (American Diabetes Association 2007). Replace saturated fats with monounsaturated fatty acids and polyunsaturated fatty acids through the use of low fat dairy products, lean meats, olive and sesame seed oil, sunflower oil, corn oil, and soybean oil. Encourage intake of protein from vege tables (legumes) and animals (lean meat, fish, low dairy products) because it promotes growth and is a good source of nitrogen for the body. Take also into consideration that the salt intake of the client must be less than 6 grams per day.Advise those individuals who prepare the food that they should avoid adding salt in cooking and in meals. In addition, excessive alcohol should be avoided because it interferes with gluconeogenesis resulting to prolonged hypoglycemia. The patient must also be advised to wear identifications about her diabetes, and consume carbohydrates before, during, and after drinking. Drinking, on the other hand, must be done in moderation and must consume drinks with reduced alcohol content. Prevent nocturnal hypoglycemia by consuming carbohydrate-rich bedtime snack.Blood glucose monitoring must be done more often at night until lunchtime of the following day (Smart 2009). Monitoring Patients with Diabetes Knowing that diabetes can lead to some serious complica tions, it is better if one should know the things that he/she should monitor in order to prevent these complications. One should have vigilant monitoring of blood sugar. Scientific evidence shows that tightly controlling blood sugar levels can prevent the development and progression of small blood vessel (microvascular) disease and nerve disease (neuropathy) (Wendt 2009).Since high blood sugar is considered as the culprit to most of the diabetic complications, monitoring blood glucose by the patient is extremely important to prevent consequences from unmonitored blood glucose. Low glucose level may lead to hypoglycemia. Mild hypoglycemia can cause a person to feel uncomfortable and can interfere with his normal functioning. However, severe hypoglycemia can cause seizure, loss of consciousness, and coma (Kelly 2006). Avoiding highs and lows in blood sugar will not only make the patient feel better, but will significantly reduce his/her risk of diabetes complications.Cholesterol level s should also be monitored. A test done to monitor the cholesterol level of a diabetic person is called fasting lipid profile. It is a blood test that measures the total cholesterol, HDL and LDL cholesterol levels, and triglyceride levels in the bloodstream. It is also used to assess the risk for the development of coronary artery disease, one of the predisposing factors for heart attack (Kaufman 2010). Knowing that cholesterol affects the blood vessels of the retina and the heart gives the health provider a clue that any significant increase in the level would necessitate immediate monitoring and intervention.If cholesterol is controlled, the risk of developing complications is greatly reduced. Keeping track of blood pressure is important because people who have diabetes tend to have more trouble with high blood pressure than people who do not have the disease. Having both diabetes and high blood pressure can pack a damaging one-two punch as far as increasing the risk of heart dise ase, stroke, and eye, kidney and nerve complications (Manzella 2006). Elevated blood pressure increases blood flow into the eye, accelerating diabetic retinopathy (Chous 2006). Knowing the early signs and symptoms are also key in preventing diabetic complications.However, diabetic retinopathy has no early signs and symptoms. Jodie then must be aware of the yearly eye examination that must be done after the preliminary examination within 5 years after the diagnosis of diabetes (â€Å"Diabetes† 2010). Dilated eye examination must be done every year by an optometrist or ophthalmologist knowledgeable about and experienced with diabetes and diabetic eye disease (Chous 2006) in order to know the extent of eye affectation. Both the patient and the health provider should also monitor some signs and symptoms to prevent blindness. Any concern with regard to the patient's vision must be taken seriously.Be aware if the patient complains of suspended dark spots that interferes with his/he r vision. It may indicate blood leak to the vitreous humor, which can lead to blindness. Also, take into consideration the increasing difficulty in performing things that require focus such as reading and sewing. Amputations can also be prevented if the patient has vigilant foot care. Foot care is important since the patient with diabetes has decreased sensation on the lower extremities. Preventive measures would include watching for signs and symptoms of impending ulceration.The patient and the health provider should be aware of any swelling, thick hard skin or corns, and any blisters or breaks on the skin. Take good care of small cuts and abrasions immediately. When choosing shoes, make sure that they fit well and allow the toes to move freely. Another complication of type 1 diabetes is diabetic ketoacidosis, the reason why Jodie was rushed to the emergency department. The goal for the management of DKA is the correction of fluid and electrolyte imbalances, restoration of circulat ing blood volume to normal, and identification and correction of factors that contributes to the development of diabetic ketoacidosis.Correction of circulating blood volume starts with the infusion of 1000 ml of 0. 9 percent sodium chloride for the first hour followed by the infusion of 2000 ml to 8000 ml for the next 24 hours. Assess client’s skin turgor, weight and hematocrit because these will serve as markers for the efficacy of intravenous therapy. Potassium must also be monitored because this electrolyte leaves the cells in ketoacidosis. When dealing with this, several points must be considered during the assessment and intervention phase. Frequently assess the patient’s urine output.Take note of the amount of urine when administering potassium to the client. If the urine is less than 30 ml per hour, halt the administration of the potassium and notify the physician immediately. Continuously monitor the client for signs of hyperkalemia (oliguria, weakness, bradyca rdia, cardiac arrest) and hypokalemia (weakness, paralytic ileus, cardiac arrest). Hyperkalemia may ensue for the first 4 hours of treatment while hypokalemia may develop after 4 hours up to 24 hours. Monitor the client’s ECG and take note of T wave.Its flattening or inversion may signify hypokalemia while peaking of T wave may indicate hyperkalemia (Brunner, O'Connell Smeltzer and Suddarth, 2008). Medications for Diabetes According to Hanas (2007), the American Diabetes Association instituted the individualization of blood glucose goals, with goals higher to those individuals with frequent hypoglycemic attacks. Suggestions were also made on the level of blood glucose for each age group. Jodie, a 17 year old teenager, belongs to the adolescent group (13-19). It was stated that before meals, an ideal blood glucose level is 5-7 mmol/L or 90-130 mg/dl.At bedtime or overnight, she must have a blood glucose level of 5-8 mmol/L or 90-150 mg/dl. To accomplish this goal, Jodie is pre scribed with Humalog and Levemir in order to facilitate the entry of glucose in the cells thereby preventing the increase of glucose level in the blood. Humalog is a fast- or rapid acting insulin analog that takes effect on the body after injecting it. Since it is an analog, it considered as a variation of human insulin and tends to mimic its action from the time it is secreted by the pancreas.When taking this drug, inform the client to use disposable, sterile needles or pen. Rotate the injection sites to prevent complications like lipodystrophy. Take this drug at the same time every day. Allot a 15 minute allowance before taking a meal prior to its administration. To prevent hyperglycemia, take this drug with long acting insulin such as the Levemir (Griffith and Moore 2006). Instruct the patient to seek medical attention immediately if she experiences symptoms such as rash, hive, intense itching, and difficulty in breathing after taking a dose.This suggests an anaphylaxis reaction and is life-threatening. Although infrequent, instruct the patient to take quick-acting sugar such as honey or fruit juice whenever she experiences excessive hunger, cold sweats, cold skin, shakiness, chills, or vision changes. This signifies that she is experiencing low blood sugar or hypoglycemia. On the other hand, Levemir is long-acting, man-made insulin that may last for 24 hours after administration. Instruct patient to use only Levemir when the vial appears to be colorless and clear. Presence of air bubbles is considered normal.However, do not administer the drug if it looks colored, cloudy or thickened. Inject drug into subcutaneous part of the body such as the stomach, thighs, and upper arms. Just like in Humalog, rotate the injection sites to prevent lipodystrophy. The patient may also experience hypoglycemia and its treatment is the same as those of Humalog (Novo Nordisk, Inc. 2009). When taking this drug, instruct her to avoid intake of alcohol as this may increase the e ffect of insulin resulting to blood glucose problems (Griffith 2006). One should also take note on the time Levemir will take effect.Levemir injected at bedtime or 10 pm (for multiple injection therapy) will have its effect during the night and breakfast. It can also be used as a two dose treatment: one in the morning and one in the dinner. Insulin injected in the morning will take effect on the lunch and afternoon while insulin injected during dinner will take effect on evening and night. Bedtime snack is necessary then to avoid night time hypoglycemia (Hanas 2007). It is also necessary to take insulin before meals. When taking Humalog as pre-breakfast insulin, it is better if Jodie should monitor her blood glucose.The time elapsed before the administration of pre-breakfast insulin depends on the level of blood glucose she has in the morning. Blood Glucose Levels Rapid Acting Insulin (Humalog) Ordinary or Short Acting Insulin mmol/L mg/dl < 3 < 55 After the meal Just before 3 †“ 5 55 – 90 Just before 15 minutes before 5 – 10 90 – 180 Just before 30 minutes before 10 – 14 180 – 250 10 minutes before 45 minutes before ? 14 ? 250 20 minutes before 60 minutes before Source: Hanas, R. (2007).Type 1 Diabetes in Children, Adolescents, and Young Adults: How to become an expert on your own diabetes (3rd ed. . United Kingdom: Class Publishing Ltd. Checking blood glucose before lunch is also necessary. When using rapid acting insulin, a blood glucose reading taken two hours after breakfast is enough. Blood Glucose Measure < 4 mmol/L < 70 mg/dl Decrease the insulin dose at breakfast by one to two units > 8 mmol/L > 145 mg/dl Increase the insulin dose at breakfast by one to two units Patient experiences cold sweat, hunger, shakiness (signs of hypoglycemia) between breakfast and lunch. Decrease the insulin dose at breakfast by one to two units Source: Hanas, R. (2007).Type 1 Diabetes in Children, Adolescents, and Young Adults: How t o become an expert on your own diabetes (3rd ed. ). United Kingdom: Class Publishing Ltd The Concept of Psychology in Diabetes Adolescence is the time during which an individual attempts to establish their identity and begin involving themselves into sexual relationships. As an adolescent grew, the client will begin to take responsibilities with his or her action. Add up to these responsibilities are those involving their management of diabetes. The challenge here does not only involve the adolescent but also the health care provider and the family itself.Adolescent are in the position wherein they are faced with developmental tasks needed to accomplish in addition to the need of managing their lives with diabetes. Health care providers and family must also consider their actions to make sure that treatment and regimens do not interfere with age-related activities of the adolescent thereby allowing growth and development (Snoek and Skinner 2005). Several complications in diabetes ar e also found to be associated with poor parental interaction of the adolescent’s diabetes management. DKA is one of these complications.Snoek and Skinner (2005) revealed that individuals belonging to a family that lacks support and warmth are typical to hose patients who have DKA. Moreover, diabetic individuals who have unresolved family problems and lack of parental participation in the treatment have a tendency to belong in this population with DKA. It was also linked that the possibility of child abuse (physical, sexual or social) may be triggering factor an adolescent ran away from home skipping his/her dose of insulin. Another possibility is that an adolescent is undergoing the phase of rebellion or rejection.Lifestyle management for teenagers with diabetes may result to resentful feelings as well as the stage of rejection. Consequently, the adolescent omits his/her insulin dose but this is considered to be part of how an adolescent adopts to his/her life of a diabetic p erson (Snoek 2005). To provide solutions with this problem, a scheduled telephone call every two to three weeks may be used to provide assistance and support to the patient through the use of problem solving techniques. Motivational interviewing (MI), which is a collaborative approach between patient and the health care provider, can also be utilized.It is a directive approach that aims to resolve patient’s anxiety and ambivalence regarding diabetic management by supporting the adolescent and respecting their decisions regarding diabetes management (Miller and Rollnick 2005). With this, an individual will report less worry and anxiety, and satisfaction with the present life and a more positive outlook (Snoek 2005). Patient Education Approach Educational tools are used to disseminate information and knowledge in order to maximize the management of blood glucose and prevent complications from it.Since no study shows which type of teaching methods is appropriate for education, i ts approach must be varied but is well adapted to the age of the child and the needs of the family. It must not be too rigid that it invokes confusion and failure resulting to distress and harm on the part of the adolescent and family (Funnel and Anderson 2004). Health education tools may include the use of food pyramid and plate models that will advocate the basics of nutrition and healthy eating habits.Extensive patient education may also be necessary for adolescents and the families to help them estimates the amount of carbohydrates in foods, its exchange or portions. Education can also include guides on how to read food labels and how to recognize the nutritional content of food. Several methods are also instituted to facilitate adolescent’s learning in measuring carbohydrates. Exchange or portion system, carbohydrate counting, and glycemic index and glycemic load are some of these methods (Smart 2009).