The Personal Network Solutions Division of Sony

Sony, â€Å"Manufactures, markets and sells consumer and professional audio and video equipment, telecommunication products, computer and peripheral products, recording media and energy products, semiconductors and other electronic components.† (sony.com) It is a very broad company that operates in many different business areas. The focus of this assessment is centered on the personal network solutions division of Sony. Personal Network Solutions Co. (PNSC) Handycam ® and Digital Handycam Camcorders Digital Mavica ® and Cyber-shot cameras Glasstron ® audio/video eyeware Online photo service â€Å"Image StationSM† Memory Stick ®digital media products VAIO ® (Video Audio Integrated Operation) personal computers Trinitron ® computer displays CLIÉ ® handheld device Sony operates in five business units. The computer and digital media devices both fall under the same unit at Sony. Sony does have the benefit of many business strengths. The most notable of which is its business name. Sony products have a reputation for being â€Å"before their time† as far as the features many of them have. Many Sony products demand a premium price for being such a technological masterpiece. Sony has continued to use this premium price scale in its computer line as well. By doing so it prices itself out of the value or budget line that many consumers seek. Sony has a reputation for producing high quality electronic devices and has also developed a loyal customer base. Sony is able to gain customers from an early age with its video game systems PS One and PS 2. Sony could feed off of this and make these customers attracted for life. Sony products are always on the cutting edge of technology. Sony has always pushed the envelope on design and cannot stop if it hopes to remain an electronic powerhouse. Sony hopes to expand its electronic market with the recent introduction of its CLIE† PDA or personal digital assistant. Competitors of Sony†s have dominated this area and now it should be able to compete. As with most companies, where there is strength, there is also weakness. This is definitely true at Sony with its biggest weakness being its inability to distribute its high end products as quickly as the market is demanding them. This was very evident during this past Christmas when Sony released the before mentioned Playstation 2. Demand was so high for this product that it is just now available in the stores as production and distribution has met up with demand. It did not help that there was a defect in the first shipment of the machines to the US and many who had to wait in long lines ended up with useless devices and had to wait until more arrived to have theirs replaced. Being on the cutting edge of the technology field makes opportunities always around the corner. However the work must be done to make it to the corner. Sony puts the needed resources into its research and development of all of its products. Without a doubt, Sony produces some of the most high quality electronic devices in the world. Now it would like to do the same thing in the computer market. Sony first started producing consumer pc†s in the mid 90†³s. Since then it has concentrated primarily on the consumer pc and especially the smaller format or laptop version of the pc. This represents a definite opportunity with which Sony could gain even more of the consumer electronic market. As with all companies there are many threats, which must be considered when conducting business. Some of these threats come from outside the company as some of them come from within. One such outside threat is that of the United States economy. Consumers are much less likely to make major purchases, such as a new computer, during times of economic trouble. While control of the entire economy is out of the hands of Sony, it can make some changes to assure that economic trouble does not completely cause the company to shut down. Sony is also entering an area of electronic business that they are not as familiar with. All electronic products eventually become obsolete. The computer sales market is one electronic area that is very time volatile. Newer, faster computers are always being released. Sony has for a long time operated in electronic business that has not been as technology and time sensitive. Current market conditions for Sony are not where it would like for them to be and are not at levels seen in past years. Much like other technology companies, Sony is in a transition period in which it is trying to find its permanent location in all markets. Sony has a main goal of staying ahead of the competition as all electronic devices enter the digital age. Current Conditions and Alternatives Sony†s current market emphasis is based on offering a consumer driven product line with some business products available in various markets. Sony has not been able to keep up with other computer specific companies in the areas of business applications. â€Å"I don†t recommend any Sony products [to business users] since they don†t have the infrastructure to match a Dell or a Toshiba or a Compaq,† says Ken Dulaney, vice president mobile computing at Gartner Group. â€Å"Their products are more applicable for consumers; they don†t work with businesses.† Sony may not be able to match the competing computer companies on the basis of size, however it is able to compete in terms of quality and technology. Many of the features available on a consumer pc's are not available on business pc†s. Sony could remove some of the more ‘neat† features that its pc†s have and develop a line that would better suit a business application. There is no way to gain a full understanding of how the Internet and access to it has changed the way computers are used and designed. Computers today are much more advanced that those purchased only a few years ago. For those reasons, companies who had previously been involved in computer markets have had to change the way in which it manufactured machines. Sony has the benefit of being fairly new to the computer business and an understanding of the need to adapt to changing broadband technology. CEO Nobuyuki Idei stated, â€Å"What we are and will be is a broadband entertainment company,† in his 1999 vision of the company. Even though there have been some management changes the desire to stay on top of broadband entertainment is still present at Sony. (pcworld.com, surprises, 1) â€Å"Every chance he gets, the 62-year-old Idei spreads the word about Sony's future as an Internet company: Everything from the venerable Walkman to the popular PlayStation game console will soon connect to the Web.†(businessweek.com, Slump at Sony, 1) With new technology always around the corner, Sony must continue its current plan of being a broadband company. Sony has many new products in use today that take advantage of technological advances that have previously been unseen. For Sony to remain a leading edge electronic company it must continue with current company plans. There are many possible alternatives in which Sony can and should pursue. Many of the alternatives are time based and could not be made immediately. However, as Sony is well aware, to compete in an industry that is constantly changing, you, yourself have to be able to make changes as well. Sony could focus the majority of its attention to the cash cow it current has in the video and electronic market. This of course would be its Playstation 2 video game system. This system has already sold over 10 million units and Sony currently expects to sell 20 million in the 01-02 fiscal year due to increase in the production speed of the system. Sony will soon be seeing a new competitor enter the market of its video game system. Microsoft will be releasing it†s own version of a video game system that has many critics panting. Many believe that the new system by Microsoft will be the biggest direct competition in the video game field for Sony since it has entered the field. There is a huge demand in the computer field for compatibility of products. Sony has made it possible for several of its computer products to use the same format of small removable memory. Better know as the Memory Stick, the chewing gum sized ‘card† has ability to store both music and video on a single card. Thus the card can be used in Sony†s video camera line; it†s VAIO line of personal pc†s as well as the long time favorite, Walkman music device. It would also be possible for Sony to enter the business computer field of the market. Although there is definite competition in this market, Sony has the technology in its research and development department to make the business machines fly. The only downfall to this idea is the fact that Sony products are so highly sought after for the ‘neat† features that it†s products posses. To remove features from its current line to make them affordable to the business field would be an image-changing move. Sony products demand a premium price that business customers cannot afford to pay for. Sony joined the major players in the computer business with the introduction of it†s VAIO Direct website where consumers can purchase computers directly from the company. Although not as fully customizable as other companies† computers, Sony still allows the user to make some changes that defiantly affect the performance and function of the machine. Along with this Sony could expand it†s variety of computer uses to include specific areas or markets. The company has already shown its ability to manufacture a top level gaming system for the home. Why could it not take what it has learned from this development and manufacture a gaming specific line of computers that was easily upgradeable as new computer technology becomes available? Along with the gaming pc, there are other areas that could benefit from specifically designed products. For a long time the Apple computer has been the choice for those interested in making movies on the computer. With Sony†s ever increasing line of video cameras and accessories, it is only logical for it to create a movie specific line of pc. Computer design companies pay large prices for computers that are capable of running memory intensive design software. Sony could enter this market with a product designed specifically for the computer drafter. Many believe the next explosion of use for the computer will come in the automobile industry. As time goes by more and more automobiles are incorporating a type of computer into the vehicle. This unit does basic functions such as check e-mail and assist with driving directions. Sony could join efforts with its audio development division to produce an affordable and effective automobile pc. Sony is a world leader in the electronic business. It is new to the field of personal computers. Sony has used its past experience to set up a basis for operation in the computer business. There are some changes that it must make if it wants to remain in the computer business however. Sony should continue with its current plan of producing consumer pc†s and try to avoid the general business market. Consumer pc†s vary from those of business pc†s in both features and price. Sony would have to remove features from its computers while at the same time dropping the price to make them an affordable business option. This decision would change the image of Sony computers from a feature packed, top of the line computer, to one resembling the mainstream computers. Sony should also enter the market specific computer business with models available in three different fields: movie making, drafting, and gaming. With these market specific pc†s, Sony could still include all of the features that make its computers enjoyable to own while adding necessary hardware or software to enable them to meet the specific demands of each field. Most specifically, Sony should definitely create a computer designed with the computer gamer in mind. Sony has reached millions of children with the production of the Playstation line of home video game systems. From here, it should continue with a computer for the children to use as they grow up. The unit should be easily upgradeable but feature all necessary parts from the beginning. With its strong brand recognition, this would, in tern, help in the sales of all Sony electronic products. Sony has made a major advance in its distribution methods of its computers. With the opening of the VAIO Direct website, Sony gave its consumers the ability to customize computers to some extent. The competition of Sony allows its customers to fully customize its computers. If Sony wants to remain at the forefront of the computer business, it must allow the machine to be adapted to specific uses. Much like the customized computers for various markets, Sony must also make its normal computers customizable to the average consumer. This variety in design will help Sony receive the premium prices that it has demanded in the past for its top-notch products.

Cancer Diary of Osteosarcoma

SUBMITTED BY: ARAGAW GEBEYEHU SUBMITTED: DR. FLORES ROZAS DATE OF SUBMISSION: 04/16/1801/26/12 My name is osteosarcoma. I am highly malignant tumor of mesenchymal origin and the second most common primary malignant bone tumor .I am originate from mesenchymal cells. I have spindle shape and hyper chromatic nucleus. I have been formed when osteoblasts cells secreted malignant osteoid. I am like osteoblast (bone forming) cells, but I cannot make strong matrix like them. You know that osteoblasts originate from immature mesenchymal stem cells. So my ancestors are from those. But I am already modified in to osteosarcoma cell. I can occur at any bones found in the body. I am more frequent at sites of the most rapid bone growth; those are extremities of long bones near metaphyseal growth plates. From the sites that I frequently choose ;distal and proximal end of femur (42%),proximal end of tibia(19%), proximal end of humerus (10%), pelvis skull and jaw(85%) and pelvis( 8%). I can be appearing 1 to 3 million people per year. Off course, I am rare compared to other types of cancer. I can attack any age as primary osteosarcoma but mostly between 10-25yrs. I can also come at older individuals as secondary osteosarcoma. I affect males little bit more than females. I am most common in patients with Fraumeni syndrome, Rothmund-Thomson syndrome, Bloom and Werner syndromes. Exposing to Paget disease and ionizing radiation give favorable conditions for me to develop our colony. Fig 1. Osteosarcoma genesis and osteogenesis When I was changing to osteosarcoma, there was a mutations of MDM2 amplifications which led to p53 gene inactivation. Another controller gen which is called retinoblastoma (RB) genes was also altered. I become safe because there is no more check point and control for me .But the normal bone cells have several check points in their cell cycle. In the presence of RB mutations I will occur at an incidence 500 times that of the normal population. Normal cells are always worrying for G1/S check point but I am not, because the p53 and Rb genes are already mutated (lost their function). I am preparing more DNA and for that I am also synthesizing mRNA and important proteins. During my replication time I gained chromosome number 1 and lost chromosome 9, 10 and 13. Till now I am successfully dividing and I am forming other similar cells. In near future I will have my own colony of cells and my own sarcoma tissues01//14/2014As usual I was preparing to divide but the proteins detected a damage in my DNA. The damage was too big to be repaired. Even if it is bigger damage I will not go to programmed cell death called apoptosis. Because this is not my character. My only goal is to survive and proliferate more. This is my unique behavior. Of course I was not like this, I was following the normal path of cell cycle and programed cell death. This thing happened after I lost my DNA sequence that triggers cell death pathway.5/18/15Recently I got another mutations and my FOS and Jun proteins are up regulated. Those proteins are components of activator protein1 complex (AP-1). AP-1 his regulator of cell transcription. Now I am getting additional energy because my transcription regulators are out of service. I can proliferate freely and destroy bone cortex and extend towards bone marrow cavity and soon out wards towards adjacent soft tissues.10/17/15I am now thinking why not I visit other organs. I have information lung, liver and also other bones are the safe place and more fertile to me . When I become more organize, I can migrate and live there. I am already resistant to programed cell death (anoikis) and can exhibit anchorage independent growth (AIG). Abnormal integrin? v6, Rho, ATPase e.g. Racl and Cdc42 upregulated p13 kinases which in turn inhibited proapoptotic factor Bad and this protected me from apoptosis even when I am not attached to any membrane. Now I have bigger size with hypoxic and acidic environment. So I need supporting blood vessels to obtain oxygen and nutrients I have done angiogenesis for my sustained growth and further metastasis. My intrinsic conditions have to lead to stimulation of von Hippie Lindau protein. It releases hypoxia inducible factor-1? (HIF-?)which further up regulates several VEGF gene such as VEGF A through VEGF E. This further releases Nitric oxide (NO) from endothelial cells and results in vasodilation and increased vascular permeability. By doing those processes I got leaky and irregular vasculature.3/14/16 I am starting flight to lung. I am using integrin proteins, which found in my surface ,in attaching to matrix proteins (fibronectin).For my signal transduction and interaction with other cells, I use integrin along with ezrin protein ,foal adhesion kinase (FAK),protein kinase C (PKC) and Rho GTPase. They also help me for my conformational changes. Besides to this matrix metalloproteinase (MMPs) are helping me in my sojourn through blood vessels and tissue renewal process. Now I have reached the lungs and I am growing, multiplying and consuming all nutrients. It is like as I heard .I like it.10/10/2016Today, the patient could not resist me .He took me to hospital. Because I create sever pain and swelling. I was diagnosed by radiograph as high grade sarcoma. Additionally they did CT scan, RI and biopsy and confirmed my stage. They are now discussing to fight against me.Yes they have started chemotherapy (high dose methotrexate, doxorubicin and cisplatin). I have been fighting against those drugs for the last three months and I am now getting old, starving and feeling weaker day by day. Oh those drugs become treble for me. Methotrexate is a dihydrofolate reductase inhibitor, it can block folic acid supply which is needed for my RNA and DNA synthesis. Doxorubicin which is also a drug that interact with my DNA and inhibits biosynthesis of macro molecules. Cisplatin causes damage to my DNA. I have to create solutions, because I am no longer able to make RNA efficiently. But I am struggling to continue my life. I got another mutations which is alteration in reduced folate reductase (RFC) protein Leu291pro.Yes I did it. This alteration unable carrier to transport methotrexate towards me .Besides to this, membrane pump-glycoproteins (P-gp) is also helping me with pumping out these drugs. Due to this I start dividing and spreading slowly but steadily. Other worse situations are happening to me, they are using high energy rays (x-rays) to kill me. I am no longer able to grow. I am shrinking. 4/14/18The worst thing are happened on me. Now, they are performing surgery and removing me as cancerous tissue. I was sending my daughters to afar to lung. By myself I am highly depressed and weak due to huge loss my colony. I try to grow and spread again by my reserve soldiers and by those immigrant members. They are still in dilemma to administer chemotherapeutic agent after surgery. The people are always struggling to combat me and other friends. If they post-surgery chemotherapy no more survival .I say good bye I will not be there anymore. REFERENCEBiomarkers in osteosarcoma, Colin Kong, M.S and Marc F. Hansen, Ph.D.Biology and therapeutic advances in pediatric osteosarcoma, Nayssa Marina Et.al,The oncologist ,2003Novel therapeutic strategy for osteosarcoma targeting osteoclast differenciation, bone reabsorbing activity ,and apoptosis pathways.The molecular pathogenesis of Osteosarcoma; A review, Matthew L. broadhead, sarcoma, 2011.Current strategy for chemotherapy in Osteosarcoma, Dorothy carric, International Orthopedics, 2006Osteosarcoma: A review of diagnosis ,management and treatment strategies, David S. geller ,MD, and Richard Gorlic MDSwitch from ?v?5 to ?v?6 integrin expression protects squamous cell carcinomas from anoikis, S.M. Janes ,Journal of cell Biology,2006.Analysis of molecular mechanisms of osteosarcoma using bioinformatics approach ,Jaxon yang ,oncology letters,2016.

Letter to the Instructor Essay Example | Topics and Well Written Essays - 750 words - 1

Letter to the Instructor - Essay Example The lessons have taught us that the writing process involves the conversion of ideas, thoughts and objectives to writings on paper with the audience in mind. One of my biggest challenges was to transform ideas into logical events when writing. Having mentioned one of the strengths I have discovered about myself which is the transformation of ideas and arranging them in some sensible order as in the Bus Stop essay I wrote during the semester. This is one of the ways your essay lessons have enabled me to transform my challenges into strengths. In the beginning focusing on the subject to write about was one of the most difficult tasks to accomplish as I always found my mind drifting away from the main subject. The other problem was that I kept worrying about my sentence structures and grammar and lacked the confidence to be creative in my writing. I managed to overcome all these problems through the lessons I learnt from you. I learned that the lack of confidence in my writing could be easily overcome by sharpening my writing skills and investing more time in thinking and drafting my ideas before beginning to write. I further improved my writing by setting certain standards with timelines to meet these goals such as reducing grammar mistakes in each subsequent essay and improving on the logical sequence of ideas in my writing. In the Bus Stop essay, the first sentence as mentioned earlier gives the reader an idea of what the rest of the paragraph is all about. The first statement on how I find myself in the middle of beauty of sunset which is a positive impression dictates the form that the rest of the paragraph will take. The paragraph underscores the beauty of the place. I have improved my confidence and use of similes and metaphors. For instance, in ‘Bus stop’ I use the simile as â€Å"nimbly as a squirrel† to portray the distinction between the

Managed Care Essay Example | Topics and Well Written Essays - 500 words

Managed Care - Essay Example In this type of organization there is a very good interlinks that is formed between the hospitals, doctors as well as the various health insurance plans and mostly these three can be found in the same organization. In such cases it is found that the HMO will own the hospital and the salaries of the physicians are paid by them. Under normal circumstances, the patients have to go for the managed care plan that is being offered by the organization and only in very extreme cases, the patient can opt for other types of medical care providers. It has been widely seen that the HMO offers medical plans that are quite friendly to the pockets of the patients, since they force both the doctors as well as the patient to control the cost for the medical treatment that is to be undergone. As a result they are considered to be much more advantageous than other plans but at the same time they lack the quality aspect through the control of costs. (Nguyen 2009) Fee For Service or FFS: In this case of plan the patient can choose any doctor as well as any type of health care provider they wish. As a result the physicians are paid fees on each visit of the patient and in addition to this; the patients also have to pay for the various medical tests that they undergo.

Two Fundamental Conditions Determine What Each One of US Can Become Essay

Two Fundamental Conditions Determine What Each One of US Can Become - Essay Example The sense of identity which individuals experience is determined by the moral and intellectual development and it defines what one becomes in life. The nine positions or stages of students’ journey during their development were provided by William Perry and have been substantiated by research (West 61). The identity of a student is congruent to his or her attitudes towards the acquired knowledge. The first category of the nine stages of development is that of received knowledge or dualism. The basic principle of dualism explains how individuals experience problems asserting that all problems can be solved. The ability of students to obtain the right solution to every problem hence determines how they experience life and thus what they become. The identities of people are diverse in terms of their achievement in life. Achievers are those who are capable of solving life problems through application of the right solutions. The knowledge received by a person is obviously a basic f actor which influences life achievement because it is through application of acquired knowledge that various tasks are achieved. However, knowledge requires skills and experience, which defines the identity of a person in terms of what has been achieved, and what that individual is capable of doing (DeRobertis 177). The feelings, which people develop about themselves significantly, influence problem-solving abilities because those who believe that they can manage situations and overcome challenges have a different identity from people who are submissive to the inevitable life challenges. Additionally, full dualism is a position presented by Perry that demonstrates the need to ignore solutions, which are not considered right in solving particular problems. As a result, it can be argued that the feelings people develop about their identity can be said to be a result of their ability to select the right solution to problems. People who are not able to learn ways of overcoming challenge s may have bad feelings about their own self. The concept of soft determinism views events and human decisions as being determined but moral responsibility and freedom exists but on the other hand, Jean Paul Sartre argues that the decisions, which determine our existence, are a result of an accident or chance (Odesanmi 85). The decisions, which people make, justify what every individual is in life and the diverse identities, which are associated with the achievement of people in society. It is true that people have freedom to choose what they become in life but at times accidental destinies result from unexpected happenings such as disease or disability which change the identity of a person and the manner in which self-worthy is viewed by himself or other people. In child development, the humanistic approach or theory of teaching emphasizes self-concept arguing that when a child feels good about himself or herself then it shows a good start in acquisition of knowledge (Odesanmi 88). The works of Carl Rogers also demonstrates how the humanistic approach determines what a child becomes in life through evaluation of how a student feels about his or her self-worth. Positive feelings about oneself thus lead to motivated

Marketing of Petro-Chemicals in a Global Economy Term Paper

Marketing of Petro-Chemicals in a Global Economy - Term Paper Example Food and water supply, transport, and mobility services require energy input. Fossil fuels are predominant in our current energy system, providing low-cost and reliable energy services. Renewable resources are used as well, especially hydropower and wind power, but also biomass resources in developing countries.† Consequently, the U.S. Department of Energy stated that a major percentage of its oil use is benefitted by the industrialized world. The petrochemical product needs are expected to occur in the transportation sector. The transportation sector has few economically competitive alternatives to oil as a source of major energy. In the developing world, the demand for petrochemical products, especially crude oil demand, forecasted to rise to unprecedented levels by all energy using sectors. The increasing need is apparent as emerging economies are rerouted from noncommercial fuels, which includes wood for home cooking and home heating, to diesel generators. In addition, Edin ger (43) reiterated several academic researches indicate the global energy demand is forecasted to heighten significantly during the next decades to come. The United States Department of Energy wrote a reliable report that the International Energy Outlook 2001 where the projected worldwide energy use will reach as much as overshooting the 600 quadrillion Btu in 2020. The reliable forecast was revised to a lower figure from its original 1998 energy projection because of the economic crises in Asia which began in 1997 as well as the declining Russian economy. The unavoidable devaluation of the Russian money, ruble, and the collapse of the Russian finance sector precipitated to the declining Russian economy. There were new petrochemical producing nations that had been set up to the local communities’ need for energy. The countries produce petrochemical products to fill the continuing and increasing energy demands of factories, homes, and other customers. Thailand is one of the c ountries producing petrochemical products prioritizing filling the local petrochemical needs. Malaysia is another new country generating petrochemical products to supply the local petrochemical needs. Indonesia is a third nation producing petrochemical goods to supply the domestic petrochemical market. A fourth country, China, discovered petrochemical products to fill the oil-related needs of its homes, and local industries. With the new country competitors in the global petrochemical market, the prior competitors, United Sates, Europe, and Japan, realized a significant decline in the demand for petrochemical products in the global market place. Consequently, the three original petrochemical product producers had to contend with a lower 37 percent demand for their combined petrochemical products Edinger (43). Petrochemical products come from fossil fuels. Crude oil is a fossil fuel. Natural gas liquids are another group of fossil fuels. Coal is a very popular fossil fuel. Natural ga s is another very salable fossil fuel. These fossil fuel products are used as a major source of energy, especially electricity needs of the homes, offices, and other places. There is an increasing demand for petrochemical products. As the population grows, the demand for the petrochemical products grows. During the 2010 accounting year, there need for petrochemical products an estimated 430 quadrillion British Thermal Gas units

Did the French revolution and the Bolshevik revolution each improve Essay

Did the French revolution and the Bolshevik revolution each improve the lives of the Women - Essay Example The women were only defined by sex their and not by their innate capability and ambitions. Even though the Enlightenment writers seemed to advocate for women liberation, they had a limited scope; there was nothing like public rights. This essay shall critically evaluate various facets of both French Revolution and Bolshevik Revolution in an attempt to establish whether they really improved the lives of women. Years before the onset of Bolshevik Revolution, women had no voice in the Soviet Union. The women were treated as inferior sex that had no right to participate in any public event. In fact, most of them were left for peasantry jobs and house chores. The industrial jobs were preserved for men. Women would come from the farm and attend to her household at home. In France, the perception of women was not very far from that in Russia. The Enlightenment writers gave men more powers over women, just like John Locke had formulated. Rousseau, for instance, insisted on the traditional roles of women. He stated that women should limit their participation to family level. He discouraged any active participation of women in public and political events. Most women in France were, thus, peasants, laundresses and shopkeepers1. There was also no formal education for this gender. Education was only for few men who belonged to the middle and upper classes. A woman needed not to be educated, as claimed the chauvinists. Her work was to educate the girl child. The lack of formal education limited the chances of women securing job opportunities in some service industries. In France, Rousseau had argued that if a woman was to obtain any form of education, the knowledge should only be used to manage the family and not in any public offices. The arguments of Rousseau raise questions about his reasoning, him being a learned person. How can such a great scholar be in support of oppression? The French Revolution that began in 1790 was marred with

Decline in union membership in the U.S Research Paper

Decline in union membership in the U.S - Research Paper Example The pattern is irreversible, and it is unlikely that unions, as they exist, can survive the gathering economic storms. A History of Confrontation and Concession The history of labor unions in the United States can be traced as far back as 1765 and the Daughter’s of Liberty, a women’s organizational group who, through their making of cloth and other goods at home, supported the Revolutionary War movement. The first male trade unions formed in the late 18th century, and women workers began organizing in earnest in the 1820s. In general, and according to most trade union historians, the movement as a national power evolved after the Civil War with the National Labor Union (NLU) as the first federation of local groups, followed by its successors, the Knights of Labor and the American Federation of Labor (AFL), still powerful and active today. An offshoot, the Industrial Workers of the World (IWW, or "the Wobblies") came to being in the early twentieth century, often â€Å" using violence to promote the cause of unskilled workers† (History of U.S. Labor Unions, 2010, par 3). ... (AFL-CIO), which according to its official site now boasts 12.2 million members-- teachers and miners, firefighters and farm workers, bakers and engineers, pilots and public employees, doctors and nurses, painters and plumbers† (AFL-CIO, 2011, About Us, par. 2). Other groups over time have become part of the matrix, including public sector employees in hospitals, postal workers, municipal workers police and fireman. Counterbalancing unions in existence in the public sector, union membership today in the private sector has â€Å"fallen under 8%--levels not seen since 1932† (History of U.S. Labor Unions, 2010, par. 5) due to lack of interest, illegal workers and undoubtedly workers who are fearful of loosing jobs in a progressively diminishing job market. Outsourcing as a contributing issue can not be discounted. As Dubofsky and Dulles (2004) found, â€Å"the forces of economic liberalization, capital mobility, and globalization have affected measurably the material stand ard of living enjoyed by workers in the United States† (p. ix). Pros and Cons of Unions and Union Membership Since the Industrial Revolution, unions have  been credited with securing improvements in working conditions and wages. Beyond the obvious, in any discussion of unions one of the first points raised is exactly this: what are the benefits of unions and how do they represent the interests of the working person? Views are generally diverse, depending upon particular experiences and who is making the judgment. For instance, employers who wish more mobility in making economic decisions for their company or organization may find the demands of collective bargaining more than they can absorb, or, more than they are willing to absorb. On the other hand, a good collective bargainer can often come to

Coffee and Starbucks Essay Example for Free

Coffee and Starbucks Essay The overall goal of Starbucks Management was to create an American version of the Italian coffee bars that Howard Schultz had experienced first-hand in Milan. He believed that Starbucks should function as an important part of the community, as a meeting place for its customers. He wanted Starbucks to become an experience that would differentiate itself from its competitors. One of their key strategies in meeting this goal is a focus on customer service in order to create an experience for its consumers. Another one of their strategies is to ignite their emotional attachment with consumers. They also have a commitment to improving their business through better training, tools, and products and to give attention to store-level economics and operating efficiency. All of these are prongs to their strategy that will allow Starbucks management to turn Starbucks into a location where people don’t just go to grab coffee, but to experience the atmosphere of an Italian coffee shop. Another prong to their strategy is to offer many different products and to distribute them among a variety of distribution methods. Which one of the five generic competitive strategies discussed in Chapter 5 most closely approximates the competitive approach that Starbucks is employing? There are five generic competitive strategies that can be employed and they are low-cost provider strategy, broad differentiation strategy, focused low-cost strategy, focused differentiation strategy, and best-cost provider strategy. The strategy that Starbucks uses is broad differentiation where they seek to differentiate their product offerings from rivals’ with attributes that will appeal to a large variety of consumers. The key market characteristic for the strategy of differentiation to work is that buyers’ needs and preferences are very diverse and cannot be satisfied with a standardized product offering. This is an evident characteristic of the market because consumers all have different preferences on the way they like their coffee. Which is the reason why Starbucks offers many different product options like lattes, skinny lattes, coffee, iced drinks, blended drinks, etc. They also offer fruit cups, water, and bakery items to provide even more options for their consumers. If a differentiation strategy is successfully implemented the firm will be able to do one of the following: command a premium price for its products, increase unit sales, and/or gain buyer loyalty to its brand. Starbucks has some of the highest prices for the type of products they offer and people tend to be extremely loyal to whatever coffee they are used to purchasing, because they trust the quality. Methods to enhance differentiation 1. Create superior product features, design, and performance Starbucks has a superior knowledge of coffee and a commitment to providing customers with quality coffees. Providing top-quality, fresh-roasted whole-bean coffee was the company’s differentiating feature and a core value since the beginning of its founding. Couches, fireplaces, newspapers, drive-through windows, kiosks in supermarkets and other public places were added to locations depending on what would add value to their consumers. Due to their focus on providing a different experience depending on the location of the store, their international strategy is a multi-domestic approach. The core characteristics of each new store was based on local materials and craftsmanship, a focus on reused and recycled materials and exposure of structural integrity and authentic roots. Most important of all they believed that coffee should be central and that distractions should be removed. They believed that the combination of all these elements should tell a story that would engage the consumer’s five senses and provide them with flexibility to meet the needs of the many different consumers that would be attracted to Starbucks. 2. Improving customer service or adding additional features When Howard Schultz first became part of the company he realized that one key problem Starbucks was having was that first-time consumers often felt uneasy about their absence of knowledge about high-quality coffee. An additional problem was that the employees came off as arrogant and unapproachable. He then worked with employees to teach them about friendly customer service and created a pamphlet to teach new customers about coffee. He also began to offer part-time employees health insurance and a stock option plan for all employees, because he believed that if a company treated their employees well, then they would in turn treat their consumers well. The additional features that Starbucks offers are fireplaces, couches, music, Wi-Fi access, ability to use paid sites and services like Wall Street Journal’s site, exclusive content and previews, free downloads, local community news, and activities. 3. Pursuing production RD activities Starbucks is constantly brewing new flavors and blends to offer their consumers a variety of coffee to try. Flavors are rotated daily or weekly to offer constant variety. They also test new product offerings like Frappuccino’s, Lattes, Skinny Lattes, and seasonal drinks. 4. Striving for innovation and technological advances One way that Starbucks was able to constantly strive for innovation was by controlling the cost of opening and renovating stores by centralizing buying, developing standard contracts and fixed fees for certain items, and consolidating work under those contractors who displayed good cost-control practices. Starbucks retail operations group outlined the minimum amount of equipment each store would need. This meant that standard items could be ordered from vendors in volume at 20 to 30 percent discounts. The items would then be delivered to the site from a warehouse or from the vendor. A technological advance was that they used computer software to build store layouts that would calculate costs as the design progressed. This cut costs by a significant amount and shortened the process of opening a store to 18 weeks. 5. Increasing intensity of marketing and sales activities Originally, Starbucks didn’t spend a lot of money on advertising, because they relied mostly on word-of-mouth. In 2008 McDonald’s stepped up their advertising to highlight their McCafe coffee drinks. In order to counter this Starbucks undertook the largest advertising campaign ever. 6. Seeking out high-quality inputs Starbucks promotes environmentally sustainable practices in coffee cultivation methods and have specific guidelines they follow called Coffee and Farmer Equity Practices that help farmers to grow high quality coffees in environmentally beneficial ways. In 2000 they began purchasing their coffee organically and a growing percentage of their coffees were grown organically as well as Fair Trade Certified. 7. Improving employee skill, knowledge, and experience Starbucks has a commitment to training their employees so that they are better able to serve their customers. All partners and baristas receive at least 24 hours of training in their first two to four weeks on topics such as coffee history, drink preparation, coffee knowledge, customer service (for a total of 4 hours), and retail skills. Baristas in particular are required to learn how to grind beans, steam milk, pull perfect shots of espresso, memorize recipes, practicing how to mix drinks, and how to customize drinks. Sessions also include how to operate the cash register, clean the milk wand, explain the Italian drink names, and making eye contact with customers. Management trainees are required to attend classes for 8-12 weeks and learn about store operations, practices, and procedures. When a new store is opened a Star Team of experienced employees are sent to make sure everything runs smoothly. From time to time, Starbucks conducts special training programs, including a coffee masters program, leadership training program, and career programs for partners in all types of jobs. When does a differentiation strategy work best? A differentiation strategy works best when buyer needs and uses of the product are diverse, there are many ways to differentiate the product or service that have value to buyers, few rival firms are following a comparable differentiation approach, and technological change is fast paced and competition revolves around rapidly evolving product features. Starbucks’ actions to differentiate their product line They have expanded their product offerings along many different distribution channels by capitalizing on their growing brand name and awareness. First they were able to market their product to restaurants, airlines, hotels, universities, hospitals, business offices, country clubs, and select retailers. United Airlines, Hyatt, Hilton, Sheraton, Radisson, Westin hotels, and Wells Fargo all began to serve Starbucks coffee. A joint venture with PepsiCo came with the sale of a bottled version of the Frappucino drink and Starbucks Doubleshot espresso drinks. In 2008, they partnered with Suntory to sell ready-to-drink Doubleshot drinks in Japan. In 2010 a partnership with Arla Foods spread Doubleshot products and Starbucks chilled cup coffees into retail stores in the UK. A 1995 partnership with Dryers created a new line of coffee ice cream under Starbucks names that was later disbanded in 2008. At this time the rights to manufacture, market, and distribute Starbucks ice cream was given to Unilever. In 1998 Kraft Foods began marketing and distributing whole bean and ground coffee to supermarkets in the US. Tazo Tea was acquired by Starbucks in 1999 and in 2005 they acquired Ethos Water. A partnership with Jim Beam Brands created Starbucks Coffee Liqueur in 2004 and Starbucks Cream Liqueur in 2005. In order to offer healthier options they began offering skinny lattes, banana walnut bread, fruit cups, yogurt parfaits, a farmer’s salad, and smoothies in 2008. Also in 2008, Starbucks responded to customer’s wishes to have a blend of coffee that was always in stores. They created the Pike Place Roast in order to satisfy these customers. 2009 saw the introduction of VIA instant coffee. In 2009 the retail sales mix of Starbucks was 76% beverages, 18% food items, 3 percent coffee-making equipment and other merchandise, and 3% whole bean coffees. What are the key policies, practices, business principles, and procedures that underlie how Howard Schultz and Starbucks’ management have implemented and executed the company’s strategy? Key Policies, Practices, Business Principles, and Procedures The key policies that have been implemented can be broken down into five groups. First is how the company goes about expanding the number of Starbucks stores. The second is their international expansion practices. The third group is their staff training. The fourth is their principles towards ethical business practices. Fifth, is their coffee roasting practices. Store Expansion Starbucks management’s approach to store expansion is using a hub city approach. After a suitable demographic area is chosen Starbucks begins to open up stores in a large city that serves as its hub. After about 20 stores are opened in this hub city, they will then move on to the surrounding areas that are the spokes. This expansion strategy serves to create buzz and brand recognition for the company in an area that has a high amount of foot traffic before moving into a location that has less customer traffic. When a new area was selected for expansion a group of professionals were sent to facilitate the opening. Starbucks also had zone vice presidents who would oversee the expansion process and instill the culture of Starbucks in the new stores. International Expansion When expanding internationally Starbucks has two options; they either open company-owned and operated stores or license to a company that has a good reputation and the knowledge of retailing in that area. Starbucks prefers to license, rather than franchise because licensing provides more assurance of quality control. When they move into foreign markets one of their practices is to use a partner or license to help recruit individuals for employees, set up relationships with suppliers, find store locations, and learn how to cater to local market conditions. For stores that were licensed Starbucks would receive a license fee and a royalty on sales. Companies that were licensed to supply Starbucks coffee were required to follow their detailed operating procedures. Not only that, but managers and employees were required to attend the same training as employees at company-owned stores. Staff Training. As mentioned previously, employees are put through an extensive amount of training to learn daily practices and how to treat customers. They are put through this training because customer service is so integral to their organization. Some of the things that baristas learn in their 24 hours of training are coffee history, drink preparation, coffee knowledge, customer service, retail skills, and beverage preparation. Beverage preparation includes grinding the beans, steaming milk, pulling a perfect shot of espresso, memorizing the recipes, practicing the drinks, and learning how to customize drinks. Finally, partners were trained on cash register operations, how to clean the milk wand, how to explain Italian drink names, how to sell espresso machines, making eye contact, interacting with consumers, and taking responsibility for the cleanliness of the store. Not only that but they had many rules that needed to be learned as well such as: milk needs to be steamed to 150 degrees Fahrenheit but not more than 170 degrees, an espresso shot not pulled within 23 seconds needs to be thrown out, coffee can’t sit in the pot more than 20 minutes, and disgruntled customers were given a coupon for a free drink. Managers were required to go even more in depth with their training. Ethical Business Principles Starbucks purchases products that are Fair Trade Certified, meaning that farmers make a fair amount of money for their products. They are very involved in Corporate Social Responsibility and take a number of measures to reduce, reuse, and recycle. They are also committed to purchasing from companies that use environmentally sustainable growing practices. Coffee Roasting Practices Coffee recipes are put together by the coffee department once all components have been tested. In order to be sure of consistency computerized roasters are used. Trained personnel are required to monitor the process by using hearing and their sense of smell to check when the beans are perfectly done. There are extremely exacting standards that must be met and the color of the beans is tested in a blood-cell analyzer and if it doesn’t meet the requirements the batch is discarded. Directly after roasting and cooling coffee is vacuum-sealed into bags that are guaranteed to preserve freshness for 26 weeks. However, policy says that after three months they need to be used. Once opened the shelf life is seven days. What â€Å"values† does Starbucks have? How well do they connect to the strategy and to the manner in which the company conducts its business? Are they successful in implementing to them? The values that Starbucks consider important are included in their mission statement and those are: 1) Coffee: They are committed to providing their consumers with top-quality coffee that is ethically sourced, and to improve the lives of the people who grow the beans. They do this through a variety of methods. First is their Coffee and Farmer Equity Practices (C. A. F. E Practices). These practices specify product quality, that the price received by farmers/growers is fair, that safe and humane working conditions are being used, and that the methods of growing are environmentally responsible. Second, they do not add artificial flavorings to their coffee beans. Third, they have Farmer Support Centers in Costa Rica and Rwanda. These support centers were staffed with agronomists and experts on environmentally responsible coffee growing methods and worked with coffee farming communities to promote best practices in coffee production They also worked to improve coffee quality and production yields. 2) Partners: In order to better care for their employees Starbucks has a health care plan available for all employees, a stock purchase plan, employee training, and employee recognition. Some of their employee recognition awards include Coffee Master awards, Certified Barista awards, Spirit of Starbucks awards, Manager of the Quarter, Green Apron awards, Green Bean awards, and Bravo! Awards, 3) Customers: They value connecting with customers and uplifting the lives of consumers by providing the perfectly made beverage and going the extra mile for their customers. Employees are trained to take heroic measures to make customers happy. 4) Stores: Starbucks management’s goal was to create the stores to be a haven where customers belong and meet with friends. They do this by creating a store ambience, having interesting music playing, leather couches to sit and read newspapers in, and they make sure that nothing overpowers the smell of coffee. 5) Neighborhood: Their stores are part of its community and to be a force of positive good in the area. One way they do this is by using local materials and craftsmanship. They are also extremely involved in Corporate Social Responsibility. The commitment to do the right thing has been a significant part of how Starbucks operates as a company ever since Schultz became CEO. Starbucks has been named to Corporate Responsibility Magazine’s list of â€Å"The 100 Best Corporate Citizens† for the 10th time in 2010. 6) Shareholders: Starbucks is committed to getting all of the above values right so that they can help everyone that is involved and affected by Starbucks thrive. What is your evaluation of Starbucks social responsibility strategy? How much does it help to create their public image? Starbucks CSR strategy has four main parts which are: 1) Ethical sourcing of products: They do this through their C. A. F. E Practices, purchasing Fair Trade Certified products, and buying from manufacturers that have a commitment to environmental and social responsibility. 2) Community involvement: Starbucks has several organizations to foster community involvement. First, is the Starbucks Youth Action Grants which involves young people in community involvement projects. Second, is their program to give medicine to people suffering from HIV in Africa. Third, is the Ethos Water Fund where they donate 5 cents every time somebody purchases a bottle of Ethos Water. Fourth, they donate money to the Starbucks Foundation which was the fund that was started in 1997 to handle all the Starbucks’ philanthropic actions. 3) Environmental Stewardship: In order to achieve this goal they have several methods. First, they focus on increasing recycling and reducing waste which they do by giving discounts to people who bring in their own mugs, coffee grounds are donated for use as a soil amendment, they take part in Earth Day activities, they purchase paper products with recycled content and unbleached fiber, and they encourage their suppliers to provide energy-efficient products and eliminate unnecessary packaging. They also have commitments to be more energy efficient, use renewable energy sources, conserve water resources, use green facilities, using environmentally friendly building materials and energy-efficient designs. They also have plans to achieve LEED certification globally. In 2009 they became part of the Businesses for Innovative Climate Change and Energy Policy coalition. They have also collaborated with the Earthwatch Institute and work on replanting rain forests, mapping water resources, and biodiversity indicators, and sharing sustainable agriculture practices with coffee growers. 4) Farmer loans: They provide funding to organizations that make loans to coffee growers. Their goal for 2015 is to donate $20 million dollars to these funds. They have also committed money to hurricane Rita and Katrina victims, as well as to help the devastation after the earthquake in Haiti. Having a strong CSR campaign adds to the value of Starbucks’ products if consumers know that they are involved in these activities. It lets consumers know that part of the money they are spending is going to a good cause. By getting on the Corporate Responsibility Magazine’s list of â€Å"The 100 Best Corporate Citizens† for the 10th time in 2010, it increases the knowledge that people have about their CSR strategy. Compare the US and International share of yearly revenue, revenue growth, and operating income/revenue. What do these ratios tell you? What is your overall assessment of Starbucks’ financial performance during fiscal years 2005-2009? Explain the performance of Starbucks stock. Exhibit 1 Comparison of Starbucks Financial Performance in the US and Internationally| | | 9/27/2009| 9/27/2008| 9/30/2007| 10/1/2006| 10/2/2005| Yearly Revenue ($ millions)| | | | | | | United States| $ 6,572. 10 | $ 6,997. 70 | $ 6,590. 20 | $ 5,495. 20 | $ 4,359. 50 | | International| $ 1,608. 00 | $ 1,774. 20 | $ 1,437. 40 | $ 1,087. 90 | $ 852. 50 | Revenue Growth ($ millions)| | | | | | | United States| -6. 08%| 6. 18%| 19. 93%| 26. 05%| | | International| -9. 37%| 23. 43%| 32. 13%| 27. 61%| | Operating Income/Revenue ($ millions)| | | | | | | United States| $ 531. 80 | $ 454. 20 | $ 1,005. 20 | $ 955. 20 | $ 818. 50 | | International | $ 92. 90 | $ 110. 00 | $ 137. 70 | $ 108. 50 | $ 82. 30 | These ratios tell us that overall they have been increasing their revenue growth by significant percentages of an average of 20% internationally and 12% domestically. Domestically the amount of revenue growth per year slowed down in 2008 and went negative in 2009. Revenue growth also went negative in 2008 internationally. This makes sense because 2008 was the beginning of the economic downturn which affected the company’s bottom line. Operating income has fluctuated quite a bit since 2005 and since its peak in 2007 ($1,0005. 20 million) has decreased significantly to $531. 80 million. Internationally it has remained steadier at an average of $106. 28 million. Again these numbers make sense because it was in 2008-2009 that the economic downturn occurred and Schultz instituted strategic initiatives and revamped strategy execution efforts to fix these financial problems. One reason that the economic downturn affected Starbucks’ bottom line badly is because it was considered a treat to go to Starbucks and to get coffee that wasn’t brewed at the home. Less people were indulging in coffee by the cup. In 2006 and 2007 Starbucks reached its peak growth in the period displayed in exhibit 1. This is represented in the stock chart because it is also when their stock performance reached its peak at 40. The lowest point on the stock chart was in 2008 which makes sense because this is when the economic downturn occurred so many people were selling stocks. In 2008-2009 Schultz’s measures to institute strategic initiatives and revamp strategy execution efforts began and clearly worked because in the period of time from 2008-2010 stocks returned to almost 30. What are the key elements and your evaluation of Howard Schultz’s transformation agenda for Starbucks during 2008-2010? What do you think of the letters shown on page C-364 and C-365? Has Schultz done a good job since his return as Starbucks’ CEO? Why or why not? Elements of the Transformation Agenda Howard Schultz’s transformation agenda during 2008-2010 had several key elements. First, he planned on slowing new store openings to 73 internationally. Second, 900 underperformed company-owned stores were closed in the United States. The goal of this action was to raise sales and traffic at nearby sales. Around 75% of these stores that were considered underperforming were within three miles of an existing store which shows that their strategy of having a Starbucks everywhere was cannibalizing their sales. The third element of the transformation agenda was raising the projected return on capital requirements for proposed new store locations. This is a way for Schultz to be more particular about new store placement and to have a better chance of making a significant amount of profit and not losing traffic to existing stores. Fourth, he planned on revamping the company’s locations in Australia with a focus on Brisbane, Melbourne, and Sydney as the hub cities. He planned on closing 61 under-performing locations in order to do this. Fifth, it was important to Schultz that there be an emphasis on developing new store designs in order to promote a refreshed customer experience. In order to do this the character of each store would be a reflection of the area it was in to make the customers feel more at home and to make Starbucks the center of that community. Sixth, customer experience would be heightened through a variety of methods. The first method was by removing warmed sandwiches from the menu, because it inhibited the aroma from the coffee. Second, high-quality baked goods and pastries would be offered at the store along with new menu items for healthy eating on the go. For example, fruit cups, skinny lattes, yogurt parfaits, salads, smoothies, and healthier bakery selections were all a result of this step in Schultz’s transformation agenda. The seventh part of the agenda was to create a program to share best practices in stores globally, this would promote quality control and improve customer service, which was one of the things that Schultz had found lacking when he became CEO again. Eighth, Schultz thought it was important to provide resources and tools for store employees such as laptops and internet-based software for scheduling. Ninth, there were cost-containment initiatives put in place in order to improve the bottom line that included a reduction of 1,000 people in staffing. Finally, the last part of the agenda was to renew the attention placed on employee training in order to reignite the enthusiasm to please customers that is vital to the mission of Starbucks. Evaluation The goal for 40,000 stores worldwide as a long-term objective and the rapid expansion that Jim Donald began led to a decrease in customer traffic in the US stores, new store openings that continued at a rate of 6 per day worldwide, and the emphasis on increased store operations efficiency put financial strain on the company and led to a decrease in customer service. Good customer service is one of the cornerstone values of Starbucks and was a central idea during Schultz’ leadership. Schultz’ return to CEO and his strategic initiatives mentioned above will help to return Starbucks to the values it originally held as very important and to return it to profitability by slowing down on expansion to focus more on the three main themes Schultz saw as important to his strategy. These themes are: strengthening the core, elevating the experience, and investing and growing. Before he can focus on growing the company, they need to have a strong base of employees and a focus on the experience that Starbucks is meant to provide its consumers. Letters from Schultz The letters that are shown on page C-364 and C-365 of the case show that Schultz is dedicated to his shareholders, which is one of the values in their mission statement. He is being extremely open and upfront the concerns of shareholders and about the actions that will be taken to address those issues. The first letter is addressed to customers and he explains that he has come back to Starbucks as CEO in order to ensure that the customers receive the experience that he believes Starbucks is known for. This letter shows that he truly cares about the thoughts and concerns of consumers. The second letter is to the employees of Starbucks. In this letter Schultz addresses them as partners in the path to revitalizing Starbucks’ mission. He even says, â€Å"I am proud to be your partner†¦Ã¢â‚¬  By treating his employees like this he is able to foster accountability for the actions that everybody can take in helping to turn around Starbucks to what Schultz’ vision for it is. Evaluation of Schultz’ work. Schultz has done a good job by creating strategic initiatives in order to return Starbucks to where he thinks the company should be. His vision includes becoming the authority on coffee, engaging and inspiring Starbucks’ partners, igniting the emotional attachment with customers, expanding global presence and making each store the neighborhood’s heart, being a leader in ethical sourcing and environmental impact, creating innovative growth platforms, and delivering a sustainable economic model. Every one of these visions is addressed in some way in his agenda, which shows he has a clear idea of where the company should go and how to get it there. In 2008-2009 the company experiences five quarters of deteriorating sales, but from 2009-2010 had five quarters of improving sales, which shows that Schultz’ transformation agenda has been working. What issues confront the company as of mid-2010? What should Starbucks’ management be worried about? What are the challenges in expanding internationally? Issues as of mid-2010. 1) Oversaturation of the market: With the â€Å"A Starbucks Everywhere† approach and the rapid expansion steps taken by Donald, there was a decrease in customer traffic at the stores, resulting in a loss of profit. 2) Lack of emphasis on customer relationships: The emphasis on increased efficiency in store operations led to a decrease in good customer service. 3) Drifting away from the original values of Starbucks: Starbucks was built with an emphasis on high-quality coffee, good customer service, and a commitment to creating an experience for customers. However, when Schultz became CEO again he noted that this was lacking. 4) Offering high-quality products: As Starbucks moves into new locations in order to draw attention away from local popular spots they will need to offer a product that is of high enough quality to keep consumers coming back. 5) Differentiation: Again, as they move into new markets they will need to do significant research to find out what those consumer’s value. They need to be able to give it to them in order to achieve their goal of being the heart of the neighborhood. 6) Coffee prices: Coffee prices fluctuate significantly due to weather, economic, and political conditions in the countries where they are grown. What should management be worried about? Management should be worried about offering high-quality products. If they cannot prove that their product is better due to quality or differentiating features then locations that sell coffee and consumers are already loyal, they will have issues drawing consumers away. However, Starbucks does have an extremely strong brand image and hype associated with their name, which is an asset for them in entering new markets. International Challenges Some challenges that Starbucks will face internationally are: 1) Adapting their stores to fit the location they are in 2) Creating partnerships and licensing agreements with reputable companies to offer their products abroad 3) Regulations on foreign businesses moving into their country 4) Having enough control over the quality in the international stores that are licensed. 5) Higher production costs Starbucks has chosen to follow a multi-domestic approach to international expansion, meaning that they customize their product offerings to match the tastes and preferences of local buyers. The main challenge that Starbucks will face in entering international markets is knowing what that group of people wants and prefers. Another problem is that they will need to make partnerships and licensing agreements with reputable companies in order to be sure that the culture of Starbucks is continued to their new stores. Finally, they will have the issue with tailoring their stores to fit the environment they are in, because they will be unable to use a set design which could raise production costs. What recommendation would you make to Howard Schultz to sustain the company’s growth and support continued strong financial performance in the years ahead? Consider both the US and International strategies. Recommendations * Coordinate with suppliers to address consumers’ needs better: By coordinating with the farmers and growers they source their beans from they will be able to add value to their product.

Indian or Singaporean English Essay Example for Free

Indian or Singaporean English Essay Indeed, language has been one of the most fundamental elements of culture. As such, culture and history brings about a language. However, in today’s society, English is slowly becoming a global language. This is to say, many people are learning English as their second language and because of this, dialects are starting to form out of English. These smaller versions of English bring to it the culture of those trying to learn it – whether they are African-Americans, Hispanics or Asians. Because each is unique and is a reflection of different cultures, the label of Standard English used by Americans is a bit inappropriate. To say that there is one standard means that the others are less formal or different from the norm. In fact, it is not the deviation from the standard that sets these apart but culture and history, which is brought about by these dialects. For me, Hispanics speaking English brings into the language the passion and intensity of the Spanish language. It should not be looked down upon as is the case of Ebonics or Black English. Some words that are not normally used by pure white Americans may be included in such dialects but it is not because it is slang or informal, but because it is a reflection of the heritage that speaks them – whether it be African Americans or Hispanics. People should be proud of how they speak even though it may not be classified as â€Å"standard† because the way they speak shows who they are. In learning English, it is not good to simply copy how the majority speaks English but to learn the language but still let our native culture and heritage to shine through. This is why I feel that it is very appalling when people think a dialect is uncultured or uneducated when in fact it is simple a different kind of culture and education that is being shown by the dialect. In fact, the assumption of a â€Å"standard† only means that the people who define which are the norms are the ones in power. They use â€Å"standard† English and therefore, they want their type of language to be the best. They themselves are proud of their way of speaking and want everybody to understand the beauty of their type of English. However, this is also the case for everyone. Now, if only minorities would see their dialects in the same way then they too can consider their dialect as, not only valid, but also equally respectable and normal. Growing up and learning English as my second language has helped me gain a respect for my Hispanic-Anglish language. It shows that even if I speak a different language than my native tongue, I am still able to hold on to who I am and still my culture and history is brought out whenever I speak. This certain kind of pride helps me to feel respected and part of the norm. However, I know that society is a tough crowd. Even though I may feel my brand of English is beautiful and at equal footing with the â€Å"standard†, officially, I know that there is a certain type of success associated with some variations of English. The language as spoken by Americans or English will still be considered as better and more educated by most people. That is why I am hoping my daughter will be given the same benefits as local Americans or naturally English speaking people because her first language and my husband’s first language is English. I do not feel there is something else I can do to change this fact, since I know it is integrated already into the mindset and system of society. It is institutionally and culturally accepted. However, for me who is learning English, I do not feel compelled to make other people speak â€Å"standard† English in order to treat them better or to look upon them with more respect and/or admiration. I know for a fact that most people learning another language puts in the time and effort that deserves such respect and/or admiration. Therefore, I am not afraid to show and give it to them. I do hope that one day, the people who are naturally speaking English, can look upon those studying and taking English as their second language at the same level. Some words may be different. Some accent may be present. But the fact of the matter is, English is just an expression of emotions and feelings and thoughts and opinions. It should not be a means of segregating people and classifying them as a lower class or a less educated class. In fact, it should be the opposite. Language should be used to connect people and to integrate different experiences and culture. The fact that people like me are studying English bringing in our experiences and culture to it means we are breathing in new life to English and enriching it. Even people who are not in America who are adopting English to their own language commands such respect. Indian or Singaporean English have become an entity of their own. They bring in new words and means of expressions while retaining English as the backbone of the new language being developed. This is a means of enriching English instead of breaking it down and destroying it. Instead of just carrying the same expressions and words, the exotic experiences and everyday lives of these foreigners are forging with English and therefore, creating a livelier language. People who speak English in their own land while keeping intact their own first languages therefore makes English a more global language and are uniting the world and making people feel closer and more connected with each other.

Reflection on Critical Care of COPD Patient

Reflection on Critical Care of COPD Patient Foundations of critical care. Introduction The aim of this essay is to present a situation in describing my experiences caring for am identified female patient, and reflecting upon the issues which arose during one shift in a Critical Care unit. The reflective analysis will be carried out using Johns model of reflection (1995) which incorporates Carpers fundamental ways of knowing. This includes aesthetic, personal, ethical and empirical knowing and re flexibility. The purpose of the reflection is to understand better the ways of knowing applied to the situation, and to build upon this knowledge to improve future practice. Case Description. The chosen patient is a 59 year old female with a history of COPD and asthma. For the purposes of this essay, she will be called Jane. Jane had a severe infective exacerbation of COPD, which resulted in PEA Cardiac arrest in the admission medical unit secondary to type 2 respiratory failure, although it was a brief period of output loss only. Jane was intubated and transferred to the critical care unit, and since then she has had difficulty being ventilated due to bronchospasm/air trapping. At the time that I took over care for this patient, she had been on the critical care unit, on ventilatory support, for 12 days. Reflection (based on John’s Model and Carper’s Fundamental Ways of Knowing). AESTHETIC KNOWING: As I came on shift, the ventilation mode was on BIPAP, ASB 15, PEEP 10, I:E 1:3, FIO2 .65 via tracheostomy tube. Upon assessment at the beginning of the shift her BP 110/40, map was 60mmhg despite of noradreanline, and core temperature was 38.6 with improving markers of inflammation. The CVP had fallen to 8, but there was good urine output, 45-70 mls per hour over the previous four hours, with hourly urine measurements continuing. There was an intercostal drain in situ for a pneumothorax which developed post subclavian line insertion. Jane was sedated on midazolam and morphine sulphate infusion. She wass also paralysed with Vecuronium infusion to optimise ventilation, in the light of the previous difficulties. Jane was also on noradrenaline and actrapid insulin infusion, both of which aimed to maintain homeostasis. She was fed via nasogastric tube with Osmolite 60mls/hr with water 50 mls/hr, the latter because her sodium level had been rising when the serial U+Es were reviewed. I als o noted also her heart rate rising up to 148b/m, and was aware that she had had an episode of SVT on the previous day, with a loading dose of amiodarone having been given on that day. Having noted these findings, I reported to the Doctor that the patient may be dehydrated and need significantly increased fluids, perhaps an IV fluid challenge, as it had been noted that her CVP was declining, that she was hypotensive, and that urine output had started to tail off . This finding was supported by the fact that the patient was tachycardic. In response, the doctor prescribed 500mls of Gelofusin and an amiodarone infusion for 24 hours to be restarted. The care of this patient involved frequent, close observations, and these were what initially alerted me to the changes in the patient’s condition. The reduced central venous pressure was the first indicator, which was accompanied by consistently low blood pressure readings. This was despite the patient being medicated with noradrenaline, which should have brought about an increase in blood pressure and CVP. These, accompanied by the tachycardia, made me wonder whether the patient might be dehydrated, quite severely. The plan for the shift then became to give the patient a fluid challenge, in the form of the Gelofusin infusion, and to optimise her electrolyte levels, monitor and correct her pc02, and improve her positioning to improve V/Q mismatch. It was my responsiblity to report to the doctor or nurse co-ordinator if there were any untoward changes with the patients observations. There were a lot of issues surrounding the care of such a patient, and I believed that I was making decisions based upon previous experiences, a degree of previously developed innate knowledge, and other knowledge, including empirical knowledge. However, I also felt that it was hard to combine all the observations, results, care plans, orders and the like into an overall consciousness of the patient’s current condition. This leads into the next section of the reflection, that of personal knowing. PERSONAL KNOWING: The personal knowing relates to some innate knowledge, and this is based on experience. I have in past practice previously looked after patients who were haemodymically unstable and needed prompt intervention. In fact, I felt a degree of confidence with this kind of patient. However, this was different to having to look after a long term complicated case, a woman who had demonstrated such difficulty to ventilate (due to broncho- spasm/air trapping), was challenging. The fact that the patient was paralysed, with a vecuronium infusion was something entirely new to me, which caused concern and a little distress. However, from my previous experience I felt very strongly that thei patient might require fluid challenge due to the observations already discussed. I was concerned that day if it was left untreated for much longer, Jane patient might develop metabolic acidosis, and potentially acute renal failure due to hypoperfusion and hypovolaemic shock due to the decrease in circulating volume. I identified this as an opportunity to be proactive, and although everyone around me seemed more concerned with oxygen pressures and ventilation, I felt that it was important to consider other aspects of the patient’s condition as well. ETHICAL KNOWING Ethical knowing in this case was very acute, because of the level of dependence of the patient, who was dependent on nursing and medical staff for every one of her activities of daily living. Addressing one of these needs that I sensed other staff may have overlooked meant that I was able to be proactive. Discussing with the doctor that the patient might need a fluid challenge made me feel that I had acted as an advocate for my patient, but also that I had made good use of the knowledge I already had, even if I did not feel I had enough specialist knowledge to address some of the patient needs. The patient’s social and emotional needs were also an important part of ethical knowing. Jane lives alone, and her sister is her next of kin. Her sister kept calling the unit for any changes, although she was already updated by the medical team every day, and talking with the sister helped to ensure that I was aware of Jane as a person, and also able to make sure that those who needed t o know were involved as much as possible in her care. EMPIRICAL KNOWING. I was aware that institution of high level of PEEP in the ventilator decreases blood return to the heart and cardiac output as the PEEP ventilation generates positive intrathoracic pressure. However, the symptoms persistently suggested hypovolaemia (Kelly, 2005). I was also aware of other issues, such as the need to increase oxygen pressure, but the ABG tests carried out every six hours demonstrated good oxygen pressures. However, I had to learn about the implications of ventilation on the cardiovascular system. â€Å"Ventilation can profoundly alter cardiovascular function via complex, conflicting, and often opposite processes. These processes reflect the interaction between myocardial reserve, ventricular pump function, circulating blood volume, blood flow distribution, autonomic tone, endocrinologic responses, lung volume, intrathoracic pressure (ITP), and the surrounding pressures for the remainder of the circulation†. (Pinsky, 2005 p 592s). One of the most significant issues surrounding empirical knowing in this case was the need to understand all the potential complications of having a patient in such a condition, paralysed and receiving the high levels of PEEP in order to maintain ventilation. The literature shows that there are a number of issues surrounding mechanical ventilation. For example, Putenson et al 2006) state that mechanical ventilation generates an increase in airway pressure and, therefore, an increase in intrathoracic pressure, which may decrease systemic and intra-abdominal organ perfusion, which may have significant effects on homeostasis an organ function. Critically ill patients can therefore develop a systemic inflammatory response that culminates in multiple-organ dysfunction syndrome and death, which suggests that the symptoms that Jane was displaying, and the findings from the electrolyte levels, could have been related to a more serious bodily response to mechanical ventilation. I did not know about this possible response to mechanical ventilation, until I carried out a literature search, and so would not have been aware that the findings were possibly linked to this kind of serious response. Kollef (2004) suggests that for all patients who are intubated/ventilated, there are a number evidence-based interventions which focus on the prevention of aerodigestive tract colonization which can result in one of the serious complications of ventilation, that of ventilator-associated pneumonia. These include avoidance of unnecessary antibiotics, stress ulcer prophylaxis, chlorhexidine oral rinse, selective digestive decontamination, short-course parenteral prophylactic antibiotics in high-risk patients, and the prevention of aspiration of contaminated secretions, with preferred oral intubation, appropriate intensive care unit staffing, avoidance of tracheal intubation with the use of mask ventilation, application of weaning protocols and optimal use of sedation to shorten the duration of mechanical ventilation, semirecumbent positioning, minimization of gastric distension, subglottic suctioning, avoidance of ventilator circuit changes/manipulation, and routine drainage of ventilat or circuit condensate (Kollef, 2004). Obviously a key element of empirical knowing for me in this situation is about the haemodynamic monitoring, which has been so important in assessing this patient (Pinsky, 2003). The literature says that ongoing and dynamic haemodynamic monitoring is important in judging the response to the treatment, including the fluid challenge (Hadian and Pinsky, 2007). Michard (2005) states that â€Å"mechanical ventilation induces cyclic changes in vena cava blood flow, pulmonary artery blood flow, and aortic blood flow. At the bedside, respiratory changes in aortic blood flow are reflected by â€Å"swings† in blood pressure whose magnitude is highly dependent on volume status.† ( p 419). Another element however that is very important is the administration of the fluid challenge. Fluid challenges are common in a range of nursing situations (Vincent and Weil, 2006). According to Michard (2005), â€Å"the expected hemodynamic response to a fluid challenge is an increase in cardiac preload and, according to the Frank-Starling mechanism, an increase in stroke volume and cardiac output† (p 423). This should be evident in a blood pressure increase and a reduced heart rate. However, there is the danger of fluid overload, and therefore administering a fluid challenge must be carried out carefully. Vincent and Weil (2006) propose that fluid challenges should follow a protocol should include four variables: the type of fluid administered; the rate of fluid administration; the critical end points; and the safety limits. The choice of fluid was gelofusine, which is a colloidal fluid useful for volume replacement because of its unique properties (Vincent and Weil, 2006), Vincent and Weil (2006) state that using a structured approach to fluid challenges would be best, in order to correct fluid deficits and minimize the risks associated with fluid overload. It is important to monitor patient response closely (Vincent and Weil, 2006). When gelofusine was given her CVP increased and blood pressure and urine output improved. Her potassium, magnesium sulphate and Phosphate were topped up during my shift, and electrolyte levels were stable. Her heart rate went down to 110bpm since amiodarone infusion was restarted. She was on a few other medications, which potentially affect the potassium levels such as hydrocortisone, insulin actrapid infusion, salbutamol nebuliser and theophyline via NGT, which in addition can also cause arrrhythmias. REFLEXIBILITY. I learned a lot about basic nursing care activities, and in particular, the importance of time management. Time management is an important element of managing such a complex case, because it requires specific measurements, observations and recordings at specific times, whilst also managing emergent issues, maintaining records, and liaison with other members of the multidisciplinary team. Good patient assessment also emerged as a key learning point, and promoting a safe working environment, particularly in relation to all the aspects of care that posed challenges, such as managing drains, lines, infusion machines, monitoring morphine as a controlled substance, and also keeping contemporaneous records. These were all very challenging and made me feel under pressure to somehow keep juggling all the different tasks and demands, and still have time to reflect and think about the overall picture. Record keeping helped with this, but it seemed that critical care of such a patient requires t he development of specific capabilities, which must mean that such multi-tasking and multi-awareness gets easier over time. The level of vigilance required in order to anticipate and be ready for any emergent changes in Jane’s condition was significant, and required a great deal of concentration and focus. I also learned that it was important to work with confidence and collaborate with the multidisciplinary team. However, maintaining communication with the team was very difficult given all the demands on my time. One of the issues here was also whether or not Jane still needed mechanical ventilation, and during this shift, there was no discussion of when or whether she would be weaned off the ventilator. As she was paralysed, there was no indication of whether or not she would be trying to breathe with the ventilator, and how good her respiratory function might be. 12 days on the ventilator is a significant amount of time, and some literature suggests that earlier weaning from ventilator support may be possible in a lot of cases (Dasta et al, 2005). However, there was no indication of this, but similarly, there was no indication that this was a palliative care case (Mularski et al, 2006). If I had had more knowledge and understanding of this kind of nursing, and in particular, of the details and implications of Jane’s condition, I might have considered whether or not, as her advocate, I should be asking about the continued need for ventilation, particularly in the light of other possible approaches, such as non-invasive ventilation (Don et al, 2007). My discussions with other, more experienced members of staff, however, showed that the kinds of knowledge that most informed their care in this situation were experiential knowledge developed over a significant period of time. Therefore, it seemed to me that the empirical knowledge discusses above needed to be tempered with experience, which includes the experiences that come from working with more experienced and knowledgeable colleagues. Another issue which arose was about learning how much of my nursing practice is based upon good communication skills and developing a relationship with the patient, neither of which were useful or appropriate in this case. Although communication with ventilated patients is a focus of critical care nursing (Bergbom-Engberg, and Haljam, 1993), in this case I found it strange to work without including the patient in my care, whilst I also realised that the patient needed my advocacy more than any other, because they could not be involved or speak for themselves. However, the role of the critical care nurse in managing mechanical ventilation is something which became very apparent during this experience. The literature shows that critical care nurses have high levels of autonomy and responsibility in relation to mechanical ventilation, and that â€Å"critical care nurses were responsible for the majority of the decision episodes that resulted in a change to ventilator settings, ranging in complexity from the simple titration of FIO2 to a decision to commence weaning† (Rose et al, 2007 p 440). CONCLUSION This reflection has looked at the care of a client in the critical care nursing sector, who, after an infective exacerbation of COPD had to have a tracheostomy and be ventilated. I identified potential markers of dehydratrion, and presented these conclusions to the doctor in charge, who prescribed regulatory medication and a fluid challenge with Gelofusine. I administered the fluid challenge, infusing at the prescribed rate of 500 mls over 2 hours, and noted an improvement in central venous pressure, blood pressure and mean arterial pressure. An improvement in hourly urine output was also noted. It was also important to monitor electrolyte balance, and arterial blood gases, all of which improved with therapeutic intervention. The care of the client highlighted a number of issues for me as a nurse. The first is the value of this kind of reflection in highlighting my knowledge and my learning processes. Gustafson and Fagerberg (2004) highlight how important structured reflection is to professional development, and in this case, using a structured process of reflection has highlighted my knowledge base, learning needs, learning process, and the application of nursing knowledge which is more than empirical knowledge, to a specific clinical scenario. Jones (1995) suggests that reflection is a part of the development of true nursing expertise. This has proved to be correct in relation to the learning that has occurred during this reflection. It has shown that understanding the effects of mechanical ventilation required more than simply monitoring observations and test values, but understanding that ventilation can affect cardiovascular function, and that this can be affected by haemodynamic status. Although pre vious knowledge and experience indicated that the patient’s condition was likely due to hypovolaemia (potentially secondary to dehydration), there were a number of other mechanisms that might have affected this. It also became apparent that the role of the nurse in this situation is more than to simply monitor vital signs and infusions, ventilator functions, urine output and general wellbeing, attending to the activities of daily living. When a patient is paralysed and ventilated, unconscious due to sedation, the role of the nurse is to act in their stead, in their best interests, to be their advocate and to ensure plans of care are implemented which not only meet patient needs but anticipate them. Rolfe (2005) describes reflective practice as a deconstructive process, which allows nurses to question practice and ways of working. This process has identified a range of nursing issues related to this case, and shown that nothing is a simple matter of managing one condition in critical care nursing, it is part of an overall focus on patient-centred care. References Bergbom-Engberg, I. and Haljam, H. (1993) The communication process with ventilator patients in the ICU as perceived by the nursing staff. Intensive and Critical Care Nursing 9 (1) 40-59. Bridges, E.J. (2008) Arterial Pressure-Based Stroke Volume and Functional Hemodynamic Monitoring. Journal of Cardiovascular Nursing. 23(2):105-112. This article is not included in your organizations subscription. However, you may be able to access this article under your organizations agreement with Elsevier. Dasta, J.F., McLaughlin, T.P., Mody, S.H. and Piech, C.T. (2005) Daily cost of an intensive care unit day: The contribution of mechanical ventilation. Critical Care Medicine. 33(6):1266-1271. Don, D.S., Wong, E., Mayers, I. et al (2007) Effects of nocturnal non-invasive mechanical ventilation on heart rate variability of patients with advanced COPD. Chest 131 156-163. Gustafsson, C. and Fagerberg, I. (2004) Reflection: the way to professional development? Journal of Clinical Nursing 13 271-280. Hadian, M. and Pinksy, M.R. (2007) Functional hemodynamic monitoring. Current Opinion in Critical Care. 13(3):318-323. Jones, P.R. (1995) Hindsight bias in reflective practice: an empirical investigation. Journal of Advanced Nursing 21 (4) 783–788. Kelley, D. (205) Hypovolemic Shock: An Overview. Critical Care Nursing Quarterly. 28(1):2-19. Kollef, M.H. (2004) Prevention of hospital-associated pneumonia and ventilator-associated pneumonia. Critical Care Medicine. 32(6):1396-1405. Michard, F. (2005) Changes in arterial pressure during mechanical ventilation. Anesthesiology 103 419-428. Mularski, R.A., Curtis, J.R., Billings, J.A. et al (2006) Proposed quality measures for palliative care in the critically ill: A consensus from the Robert Wood Johnson Foundation Critical Care Workgroup. Critical Care Medicine. Improving the Quality of End-of-Life Care in the ICU. 34(11) Suppl:S404-S411. Pinsky, M.R. (2005) Cardiovascular Issues in Respiratory Care. Chest 2005;128 592-597. Pinsky, M.R. (2003) Hemodynamic monitoring in the intensive care unit Clinics in Chest Medicine 24 (4) Pages 549-560 Polanco, P.M. and Pinsky, M.R. (2006) Practical Issues of Hemodynamic Monitoring at the Bedside Surgical Clinics of North America 86 (6) 1431-1456 This article is not included in your organizations subscription. However, you may be able to access this article under your organizations agreement with Elsevier. Putensen, C., Wrigge, H. and Herin, R. (2006) The effects of mechanical ventilation on the gut and abdomen. Current Opinion in Critical Care. 12(2):160-165. Rolfe, G. (2005) The deconstructing angel: nursing, reflection and evidence-based practice Nursing Inquiry 12 (2), 78–86. Rose, L, Nelson, S., Johnston, L. and Presneill, J.J. (2007) Decisions made by critical care nurses during mechanical ventilation andweaning in an australian intensive care unit. American Journal Of Critical Care, 16 (5) 43-54. Vincent, J-L. and Weil, M.H. (2006) Fluid challenge revisited. Critical Care Medicine. 34(5):1333-1337.

The UK Advertising Industry :: Adverts, Marketing

Advertising is used to persuade us to do something. Whether it is to purchase a product, or to donate our money to a charity. Advertising is to persuade you to give something, to take on a message – not just to buy something. Advertising is not just pictures, words and slogans, but font’s and colors are essential when advertising. There are many different forms of advertising. Some of these include: †¢ Television †¢ Magazine †¢ Radio †¢ Junk mail †¢ Direct †¢ Text messaging †¢ Billboards †¢ Banners and flyers †¢ Bus shelters †¢ Pop-ups †¢ Internet Sites †¢ Cinema There are loads! But the main forms of advertising are generally – Television, Radio and Print based, we see them everyday and everywhere. Advertising is used to attract their target audience to advertise their products, and if successful, to purchase their product. Advertisers use certain techniques in order to make us feel as if we have longed all of our lives for this, and they are very clever at doing so. It is thought that approximately  £98 million is spent every year on advertising. 50% of money that is spent on advertising is spent on the press newspapers, magazines and trade papers. 27% is spent on television advertising, 11% is spent on direct advertising, and 7% is spent on Radio advertising, approximately 5% for Billboards and Bus shelter advertising and 0.5% for Cinema advertising. Personally, I feel that Print – based advertising is the most popular form of advertising as is long – lived. By that I mean that unlike television advertising, it does not appear for a certain amount of time, then disappeared and then quite often forgotten about. Another issue is that with television advertising you may not be watching when

An Economic Approach To Surfing :: essays research papers fc

An Economic Approach to Surfing   Ã‚  Ã‚  Ã‚  Ã‚  The following represents a specified depiction of a typical day of surfing for me, in a manner described using economic terminology. Although there are many definitions of surfing these days, including surfing the internet, surfing departments stores, magazine surfing, etc., we will focus on the meaning of surfing as it was originally intended, defined as â€Å"The water sport of riding the surf into shore† (Webster’s New World Dictionary, p.739) Using this, I will recount a surf trip a friend and I made to the beach a few years ago, beginning and ending at my home in Valley Center California. The Events I experienced will be depicted using primarily economic concepts. What would seem like ordinary events will be portrayed using an economic microscope of interpretation.   Ã‚  Ã‚  Ã‚  Ã‚  It is five A.M. on a scorching Saturday morning in the summer of 1998, and I am awakened by the unpleasant sound of my alarm clock. Now you may be wondering why I am crazy enough to wake up this early on a Saturday, but for the dedicated surfer it is a necessity that one must take in order to maximize utility. Utility is defined as â€Å"A measure of the satisfaction, happiness, or benefit that results from the consumption of a good† (Arnold, p. 849). The good in this case being surfing, and in order for me to be fully satisfied, receive happiness, and benefit optimally from this good, I must awake early. By awaking at five A.M., I can prepare for surfing without other members of my family inhibiting me because they will all be asleep. Everything is quiet and peaceful, and this factor alone allows me to start my day in a sort of positive and spiritual mode.   Ã‚  Ã‚  Ã‚  Ã‚  The roads at this time in the morning are virtually empty, which enable me to arrive at the beach in approximately 20 minutes as opposed to 35 minutes during regular hours. The main concept explaining this circumstance has to do with supply and demand. At five A.M. the amount of traffic in relation to spaces available on streets and freeways is relatively small. At eight A.M. however, the amount of traffic in relation to spaces available on streets and freeways is relatively large, often causing extremely congested circumstances. Granted, my surf trip is on a Saturday, and most people have the weekend off from work, but the same economic concept applies on the weekend as it does during the week, but not as drastically.