Derek Bentely Essay

Why Derek Bentley’s execution was important in changing attitudes to Capital Punishment? For serious crimes, such as murder, the government has introduced a punishment which is known as the Capital punishment. It’s a death penalty for the person who committed a crime. The government believed that the harshness in the punishment would deter crimes and also bring justice to the victim’s family. However, during the 20th centuary, there were concerns questioning the necessity of the death penalty.One of the controversial execution is of Derek Bentley, who was accused of murder and was executed as a result. On Sunday the 2nd November 1952, Bentley, aged 19, and Christopher Craig, aged 16 broke into a London Warehouse, intending to commite the crime of burglary. The arrival of the police at the scene sbotaged their intention and their plan to escape through the roof.In panic Criag shot one of the police, PC Sidney and killed him consequently. Eventhough both Craig and Bentley were charged with murder, it was only Bentley who was executed as Craig was under 18 and a law which was passed in 1933 stating that people under 18 could no longter be hanged restrained the execution of Craig. But the public’s concern was: was the exceution of Bentely fair at all? Since Bentley was known to have learning difficulties and had the mental age of 11, the local people though the execution was utterly unfair. In addition, Bentley didn’t own any weapon nor he pulled the trigger and shot the officer. This strongly suggests the injustice that’s in his execution and the poepl’s denail against it. This particular exceution changed many people’s attitudes toward Capital punishment overwhelmingly. People had gathered outside Wandsworth jail, where they showed great sympathy by singing and praying for him and also were protesting against the decision of the execution. Also, a petion of 200 members asking for the mercy of Bentley was passed around, to which the government showed no remorse to. Many pointed out that the mental age of Bentley is younger than Craig’s and this led to these protests against the useage of Capital punishment. To conclude, Bentley’s execution was one of the principal elements that has been the cause to abolish the Capital punishment and changed many people’s views as  it was inquitable to sentence someone with mental disabilities and who had not even committed murder to death.

Big Dig

A stakeholder is a person, group, or organization that has a direct or indirect stake in an organization because it can be affected by the organization’s actions, objectives, and policies. In a business, there are many people and organizations who are able to support and have responsibility to keep the business survive. Stakeholders are one of them. They are people who have an interest in the activities of a firm or business, however, they do not have to own any finance in that business. There are two types of stakeholders –Internal and External stakeholders.The external stakeholders in construction project are: Local, and National authorities and government, Social organizations, Political organization, Local communities, the General public, Environmentalists, Interests groups, Real estate owners, Nearby residents, Trade and industry, Social Services (schools, Hospitals etc. ), Media, anyone else who believes he or she has a stake in the project. Internal stakeholders are: Project owners, Client organization, Project Management team, Customer user, Suppliers contractors’ subcontractors, Employee, Financiers, and Creditors.Major stakeholders for the big dig project are: the Massachusetts Highway Department, the Massachusetts Turnpike Authority (MTA), the Metropolitan Highway System (MHS), Bechtel/Parsons Brinckerhoff (B/PB), and the General public. The main direct stakeholders who are benefiting from the completion of the project are the Boston commuters. The main objective of the Big Dig project is relieving highway traffic congestion, reducing traffic jams in Downtown Boston, and decreasing the accident rate. The elevated Central Artery had been designed to carry up to 75,000 vehicles per day when it opened in 1959.However, the size of traffic continued to increase, with traffic mounting to 200,000 vehicles per day, and approximately 190,000 of those going over the Charles River crossing in the 1990s. The two tunnels under Boston Harbor b etween downtown Boston and East Boston/Logan Airport were facing the same problem. The accidents were concentrated around exits from the elevated highway onto local streets in downtown Boston, and this was linked to the lack of an ‘Inner Belt’ highway that was supposed to complete the Central Artery design.Such an Inner Belt was never built because of community opposition to the construction of an additional highway, which would have required displacing thousands of residents and businesses. Through the years, it became clear that without major improvements to the Central Artery and the harbor crossings, the congestion was only going to get worse. The annual costs from this congestion were significant, including wasted fuel from idling due to still traffic and related deficiencies to air quality, as well as charges for delayed deliveries.All of these were estimated to cost $500 million per year. In addition, Boston's North End and Waterfront neighborhoods were cut off f rom the downtown, limiting these areas' ability to participate in the city's economic life. The success factors are the contributions made by the management towards a successful project. These can be classified into five groups as follows: †¢The project manager: Having a project manager is not going to guarantee the success of a project. The person needs to have an array of skills under his arm to use during the project.He must guide the rest of the team to successfully complete all the objectives. †¢The project team: Project managers are very lucky if they have the option to choose their project team. More often, their team is inherited to the project from various sectors of the organization. The team needs to consist of variety of skills and experience. Collectively as a team, success is easy to achieve with proper guidance. All members of the project team must be committed to the success of the project and the overall mission of the company. Project: The scope and timel ine of the project are crucial. For example, if a project is urgent, the critical factor in that case is time. †¢The organization: Top management support is the principal success factor for many independent research groups. The organization needs to provide support to both the project manager and the project team. †¢External environment: External environment can be the political, economic, socio-culture and technological context in which the project is executed.Factors like the weather, work accidents or the government’s favorable or unfavorable legislation can affect the project in all of its phases. External constraints should not affect the project. Back up plans need to be in place in case daily tasks cannot be carried by the team. Yes, the project is successful. The economic impacts of the projects are as follows: †¢There has been approximately 62% improvement in the traffic flow, which exceeded project expectations. †¢A 12 percent reduction in citywi de carbon monoxide levels was achieved. Improvements and substantial reductions in traffic delay is providing approximately $168 million annually in time and cost-saving for travelers. †¢Average travel times from the I-90/I-93 interchange to Logan Airport during peak periods have decreased between 42% and 74%, depending on direction and time of day. †¢Average afternoon peak hour northbound travel time on I-93 through downtown has dropped from 19. 5 minutes to 2. 8 minutes. †¢The opening of the I-90 connector to Logan International Airport has added 800,000 residents to the 1. million who can access the airport within a 40-minute drive of their home. Overall, the project is successful as can be seen from the above economic impacts of the project. The major objective to relief the traffic has been successful and there is a much better traffic flow now. This project gives us a good idea about the success criteria used here and gives us a practical example of the required contributions by the management and employees to make the project successful.

Sovereign Hill in Ballarat is a classic example of 'staged Essay

Sovereign Hill in Ballarat is a classic example of 'staged authenticity, outline some of the challenges that the tourism operator faces in trying to commercial - Essay Example Sovereign Hill is a multidimensional attraction that depicts the Australian town of Ballarat, around the mid-nineteenth century, about ten years after the discovery of gold in 1851. The attraction offers an excellent example of a â€Å"living† museum, â€Å"presenting the mining and social history of Australia’s gold rush era† (Buhalis & Costa, 2005: 209). The township is spread over sixty acres of land, has around sixty buildings, 300 costumed staff, 200 costumed volunteers and around 40 horses. The gold rush museum promotes visitor participation and authentic experience through role playing, interactions with characters, and the buildings and artefacts. This is supported by a modern orientation centre which familiarizes visitors with the background of the gold rushes in the 1850s, with the help of audio and video. The tourist destination offers several interesting experiences including activities, events, festivals and a sound and light show â€Å"Blood on the Southern Cross† with spectacular lighting and special effects (Buhalis & Costa: 209). Sovereign Hill in Ballarat is a classic example of â€Å"staged authenticity†. This paper proposes to outline some of the challenges faced by the tourism operator in trying to commercialize the tourist destination, while at the same time attempting to maintain an authentic experience for the visitors. A tourist destination is not only a geographical place, it is an integration of products, services, natural resources, built environment, artificial elements and information that attracts a number of visitors to a place (Bieger: 8). The stakeholders are: actual and potential tourists, public administration, tourism operators, conductors of local private tourism activities, operators of non-local tourism activities and the host community. The main objective of tourism operators is the integration of different resources to provide facilities and activities based on policy. Tourism should â€Å"meet the needs of different

Strategic Management (M1) Essay Example | Topics and Well Written Essays - 2000 words

Strategic Management (M1) - Essay Example Numerous company benefits are provided by Marks and Spencers which offer both safety in financial aspects such as pension schemes, paid maternity and paternity leave, employee discount within all of their stores to encourage brand loyalty, and many other motivating factors such as team building exercises, promotion opportunities and investment opportunities such as offers of shares that become available. Social needs are met and encouraged by team building exercises, and teamwork is encouraged throughout the organization. This helps provide a friendly atmosphere throughout the workplace. Esteem needs are met by the recognition of achievements by senior management to ensure that credit is always given where credit is due. This keeps employees motivated and gives them a high level of job satisfaction and gives them incentives to fulfill their potential and achieve great things. The top of the hierarchy is the self-actualization needs. This is about the development and realization of a persons full potential. Marks and Spencers allows this need to be met by offering career enhancement and promotion opportunities, a challenging role for employees, achievement in work and pushing employees to fulfill their potential. Marks and Spencers believe that self-actualization is a very important factor and will increase efficiency within the organization. To conclude, Marks and Spencers main sources of motivation come from offering the employees benefits and incentives and satisfying their needs to ensure that the environment in which they work is perfect in order to gain the best performance from them. The motivational policy within Nestle is based around a culture that has equal respect for all employees and there is a mutual respect that flows throughout the organization. This capacity to enhance human energy is an essential component to ensure the long-term competitiveness of the company. Nestle have a personal

CNA Code of Ethics Essay Example | Topics and Well Written Essays - 750 words

CNA Code of Ethics - Essay Example The Canadian Code of Ethics The Canadian Code of Ethics for Registered Nurses plays a vital role because it reflects the involvement and nursing’s interest towards social justice by laying down corresponding ethical responsibilities and primary values which nurses who are registered in Canada are supposed to uphold in their course of duty. The Canadian Nurses Association Code of Ethics for Registered Nurses also comprises of statements with ethical issues which nurses may undertake in order to address social inequities that affect the well-being and health of their clients. The Code of Ethics plays a vital role for Canadian Registered Nurses because it contains ethical practice which stipulate that nurses should work with families, individuals, groups, communities and populations in order to expand the health care choices available and become aware that some individuals have limited choices due to geographic, social or economic factors, the lead to inequities (CNA, 2009). Soci al Justice Social Justice refers to the fair distribution of responsibilities and resources among the members of a given population taking into consideration the relative position of a given social group as compared with others in the community or society as a whole. Social justice also considers the major causes of disparities and the steps that can be taken in order to abolish or eliminate them. The term â€Å"resources† according to the concept of social justice in health and health care refer not only to the direct services but rather to other facets of life which can a have a positive impact on health, like for instance, gainful employment, food security, adequate income, a social safety net, adequate education and social inclusion. According to the Canadian Nurses Association (CNA), these are collectively referred to as the factors found in the social environment which are external to the system of healthcare and which are known to exert a primary and potentially change able influence on the health of various populations. To take action meant for social justice implies attempting to reduce differences occurring on a system wide basis in which certain groups of disadvantaged people are prevented in getting equal access to health care services and the determinants of life (CNA, 2009). On the other hand, Social Justice in Health Care also implies working with the aim of preventing practices which are oppressive such as discrimination of people based on sexual orientation, age, gender or any other factors that comprise the wealth and health of an individual. Social justice can therefore occur on a one-to one interaction between healthcare providers in a health facility themselves or between a patient and the nurse. Social Justice is a Nursing Concern Social Justice is a nursing concern because given the fact that all societies are known to suffer from systematic, broad oppression and inequities, these are bound to have a negative impact on both an indi vidual and the communities’ health. The equity of societal relationships that are based on gender, race and economic status will result in the stability of health population indicators between the various groups, leading to national and international positive outcomes. It is therefore in this same breadth that the professional in the nursing organization endeavors to ensure that no person who is receiving health care is subjected to oppression or discrimination of any form through the

Bill Levitt Essay Example | Topics and Well Written Essays - 1000 words

Bill Levitt - Essay Example Unquestionably, Bill Levitt, whose family had been in the custom home building business, envisioned how this atmosphere of new found prosperity and the lack of adequate housing in the overcrowded cities of the East could pave the way for mass production home construction that would forever change the landscape of America - Suburbia was born. Prior to the post-World War II era home ownership in urban America was primarily reserved for the affluent. Custom home building was the norm and the cost was prohibitive to many people. The vast majority of the urban population lived in cramped apartments and row houses and, for the majority, home ownership was only a dream. Levitt, however, seizing on his experience and knowledge of home building understood that through streamlining the building process and standardizing the home designs, he could mass produce homes affordable to the average family. Levitt, though, went a step further by creating massive housing developments on the outskirts of urban industrial cities which offered the prospect of middle class comforts at a price almost any young family could afford (Hales 1). Levitt did not stop with merely building affordable homes; He astutely created communities within these huge developments that offered the convenience of shopping, recreation, church and schools all designed and created within the developments. Levitt sold more than homes; he sold a new way of life complete with a sense of upward mobility and community to the burgeoning young families of the early 1950's. In order to mass produce affordable homes, Levitt drew on several different sources: the efficiency of assembly line production with interchangeable parts coupled with simplistic architectural designs the emphasized open floor plans and modern conveniences. "Levitt sacrificed individuality and custom design for low-cost efficiency" ('Building' 3). To accomplish this Levitt offered only a few models of home choices in each of his developments. Additionally to save on the cost of construction these single family homes were constructed on slab foundations instead of the traditional basement. He did not skimp on quality, however. All the homes constructed used quality products in the building process and the homes offered modern conveniences that appealed to his target audience of young families looking to own their own home on the outskirts of the urban hubs. A testament to Levitt and Sons Builders was the fact that "between 1950 and 1960, 20 million people were drawn to mass housing d evelopments on the outskirts of America's cities" ('Building' 1). To facilitate the low production costs of his homes, Levitt streamlined every facet of home construction. He assembled groups of workers that performed the same tasks over and over again moving from home to home within the development. One group would prepare the building site. One group would pour concrete. One group would rough frame. One group would apply siding. In short, each and every task had specific workers to complete each specific task. This ensured efficiency, speed, unsurpassed productivity and cost containment previously unheard of in the home building industry. Additionally, as there were limited home models constructed his company saved on material cost by purchasing in bulk. His building plans were so well designed

Students to demonstrate an understanding of public relations in travel Essay

Students to demonstrate an understanding of public relations in travel and tourism - Essay Example In order to attract tourists in the highly competitive market, the management uses marketing and management tools that should be taken into consideration (Mill and Morrisson, 2002). The most important marketing tool is Public Relations (PR) as it plays a key role in advertising the locations, activities and identities. The purpose of this paper is to analyze the role and importance of PR in the tourism and travel industry. PR in travel and tourism has a very important role to play as it is used in strategic marketing activities and is integrated with marketing communications. The tourism industry is divided into many sectors including travel, tourist destinations, establishments, hotels lodgings and restaurants. The different sectors have their specific audience, public relation tools and convey different messages. The important role of PR is to create favourable perceptions about the tourist destination because success of the industry relies on the different sectors as explained by Deuschl (2006). The sectors need effective PR to gain popularity among the tourists. The PR department creates a positive impression in all the sectors in the travel and tourism industry. The role of PR involves attracting customers and keeping them entertained after they arrive at the destination to their time of departure. The primary purpose of PR is to effectively support other marketing and sales activities attempting to build a positive image of a company, its services and products (Deuschl, 2006). PR help the organization to save money by enhancing relations with the public that constrain or enhance the ability of the entity to meet its obligations. PR is different from other marketing tools, most importantly advertising since it creates the launch of a brand and it has greater credibility. PR promotes improved understanding between the operators and customers. There has been increased competition in the tourism sector among the operators to create

Analysis of Freire's educational theory Essay Example | Topics and Well Written Essays - 1250 words

Analysis of Freire's educational theory - Essay Example In this case, the teacher fails to recognize the cognitive ability of students instead transforming them into passive learners. He writes that education suffers from narration sickness because teachers talk about the realities as if they were predictable and motionless. Teachers fill the students’ minds with the content that is outside reality thus shifting the focus of education to sonority of words instead of the transformation power. He argues that students mechanically memorize content while their teacher is the narrator of it. My current educational system is related to John Dewey’s educational theory that suggests dialogue between the learner and the instructor. This factor changes education theme and makes it an act of depositing. According to his theory, this system introduces the banking concept of education whereby knowledge is a gift that the knowledgeable bestow upon those that they consider unknowledgeable. He compares the alienation that results from the t eacher-student relationship to the slaves found within Higelian dialectic; and the students never get to discover that they also educate the teacher (Piere 73). My educational system which relates to John Dewey allows interaction with the nature through experimentation and research. The dialectic or libertarian education, as he writes, lays its drive towards the reconciliation of the poles of contradiction to ensure that both parties are simultaneously teachers and students. My educational system undergoes constant evaluation process, which aims at providing the learner with corrective measures. This type of education creates dialogue between the teacher and the student such that they are able to learn from each other and benefit. He adds that such a solution is impossible with the banking concept which tends to maintain and even stimulate such a contradiction through attitudes like those that the teacher teaches, and the students taught, or the teacher is the subject of any learnin g exercise while the students remain to be objects (Piere 75). He argues that the banking education’s capability to have the creative power of students annulled or minimized then stimulates their credulity which serves the oppressor’s interest. The oppressors utilize their humanitarianism in some profitable situation. He adds that the oppressors have an interest of having the consciousness of the oppressed changed. He mentions the oppressed as those that live just within the society and according to it. He writes that all who use the banking approach do not perceive that some contradiction about reality already exists within the deposits - a factor that may lead the students to domesticate reality later. Freire writes that something implicit within the banking concept is its assumption of the existence of some dichotomy between the human kind and the world, a concept that views an individual to be a mere spectator (Piere 78). The view does also not make any distinction between access to consciousness and entrance to consciousness. He writes that the banking concept creates a distinction between the two stages of an educator’s action. Freire’s education theory is gender insensitive. It considers males as beings who are manageable and able to adapt as compared to females who do not possess these characteristics. The oppressors, according to Freire, are concerned with banking information to student’s minds making them passive learners. The outcome of what they learn is transformed into

International environmental management and sustainability Assignment

International environmental management and sustainability - Assignment Example In order to secure the future of the planet, there is a need to cut down the carbon footprints. The steps should be taken individually and on the mass level to make a difference. There are many ways to cut down the carbon footprints; like consuming as less energy as possible, utilizing renewable methods to generate energy, limiting the cutting of forests and planting more trees, using alternate fuel in the vehicles that produce no or less green house gases or utilizing the electric vehicles or covering short distances by foot or through cycling. In this way, the environmental protection can be guaranteed and the future of the planet earth can be secured (Carbonfootprints.com, nd, np). Diagnostic Base-line I noticed that a larger amount of carbon emissions are produced by the vehicles and as the travelling all around the world is increasing, the amounts of carbon emissions are also increasing. In this way, I aimed to reduce my individual carbon footprints by utilizing cycle or cover t he short distances by foot. ... In order to reduce my travel carbon footprints, I made decision to never use car for such short distances, instead I use bicycle for such short distance or cover the distance by foot. However, utilizing bicycle is a better option as it covers distance fast. For this reason, I bought a bicycle. The price of the bicycle can be covered by the saving the cost of the fuel. Every year vehicles are the major contributor in making the carbon footprints amount larger. According to a survey in 2004, it is estimated that about a distance of averagely 2.6 trillion miles was covered by cars and light trucks. The distance is as long as about 10 million complete trips to the moon from the earth. The estimated amount of miles per gallon an average vehicle gives was about 19.6 mpg, which is improved to a much lower value. An average type of gasoline has a content of about 5.3 pounds of carbon in a gallon. In this way, utilizing a gallon of gasoline in our cars produces about 5.3 pounds of carbon. If the miles per gallon are estimated to 20 mpg for an average car, then for 20 miles a vehicles produces about 5.3 pounds of carbon footprints and thus for a distance of about 2.6 trillion miles, the carbon produces is about 0.689 trillion pounds. The individual production of carbon from travel is about 1.5 tonnes per year. In this way, if a major reduction is made in the travel carbon footprints, the atmospheric carbon footprint can be reduced to a certain lower level. (Science-news.org, 2008, np) Aims The major air is to reduce my total carbon footprints, which are about 5.89 tonnes per year. However, the major contribution is made by my travel carbon footprints, which are about 3.08

Tim OBriens The Things They Carried Essay Example for Free

Tim OBriens The Things They Carried Essay Introduction There is a thin line between fact and fiction.   This is particularly true in Tim O’Brien’s THE THINGS THEY CARRIED.   Tim O’Brien expertly dealt with words as he described the atrocities of war in this book. Tim OBriens The Things They Carried goes beyond the usual fare of war fiction. As a matter of fact it goes beyond fiction despite the fact that the author labeled it as a work of fiction on the title page.    The book is an amalgamation of several genres – a memoir, a novel, and a collection of short stories. O’Brien’s genius lies in the fact that he turns fiction into something real so much so that the demarcation of fiction and fact in this story is hardly noticeable. You can never tell when the fact ended and the imagination begins.   There is a subtle intertwining of fact and fiction that hooks the reader into reading further.    The story may be fiction but the emotions, tragedies and lives behind the story are real. So real in fact, anybody can relate to them. I want you to feel what I felt. I want you to know why story-truth is truer sometimes than happening-truth. Chapter 18, pg. 179. This is a telling part of the story as Tim O’Brien relates how he wants the truth to come out not as the way other people seen it but the way he does.   His own version of the truth is what matters to him. Truly, facts could sometimes be stranger than fiction. Analysis The first-person narrator of this book is named after the author, Tim OBrien.   Tim is both a writer and combat veteran of the Vietnam War. The war fiction is not about the usual war story where gory tales of hatcheted bodies and non-stop killings abound. Instead, one finds a certain attachment to the characters as O’Brien skillfully narrates the emotional and psychological impact of war on them.   OBrien shows the true nature of the soldiers of the Vietnam War not as fearless soldiers but as young men and boys who are inexperienced and frightened in a strange land.   Even O’Brien is not spared from fear of going to war. My conscience told me to run, but some irrational and powerful force was resisting, like a weight pushing me toward the war. What it came down to, stupidly, was a sense of shame. Chapter 4, pg. 52. In this part of the story, Tim contemplated on how he was indecisive about being drafted for the war.   The character Tim OBrien reacts to his draft notice by going to the Canadian border and spends six days in a isolated lodge in the company of an old man named Elroy while he debates on whether he should evade the draft or accept it and go to war. In the end, he decided to go to war not so much he believes in it but more so because he does not want to put his family to shame. It is largely compelling, emotional and even humorous.   It gives a human face to the war as opposed to a mere narrative. OBrien explores the things they carried both figuratively and literally through the intermittent narration of the lives, even death, of the soldiers comprising the Alpha Company. OBrien masterfully recounts the emotions going through a soldier during unforgettable moments of his life: his feelings when drafted, his guilt when forced to kill an enemy, his shock at seeing friends or fellow soldiers killed in action and the gnawing feeling of homesickness. The plot is simple but told several times through different characters point of view, making it appear more complex than it seems. The book has its light and humorous moments though as depicted in the story the Sweetheart of the Song Tra Bong.   O’Brien, the author, knows exactly the perfect order of stories to attain the best effect, whether as a stand-alone story or to augment other stories.   Tim has a way of relating stories that catches the reader by surprise like this one: Speaking of Courage was written in 1975 at the suggestion of Norman Bowker, who three years later hanged himself in the locker room of a YMCA in his hometown in central Iowa. (Page 155) Love is one of the motivating factor for Tim’s need to tell the story. It had all the shadings and complexities of mature adult love, and maybe more, because there were not yet words for it, and because it was not yet fixed to comparisons or chronologies or the ways by which adults measure such things. I just loved her. Chapter 22, pg. 228. Tim O’Brien, the character professes his love for a girl when they were little. In the end, Tim admitted that his penchant for telling stories and why he needs to do it as he relates his life to the soldiers.   Im skimming across the surface of my own history, moving fast, riding the melt beneath the blades, doing loops and spins, and when I take a high leap into the dark and come down thirty years later, I realize it is as Tim trying to save Timmys life with a story. Chapter 22, pg. 246. In this quote, Tim tells of his need to tell stories. He knows it can bring the dead loved ones back to life, as if they are still with us. The soldiers do this to shield them from painful memories of losing a friend or killing a person. Tim, the character, tells stories since he was a child, when he lost the first girl he ever loved to brain tumor. The stories may change –characters, places, and events but the storyteller keeps the memories alive. These multiple narratives seem complex even at times confusing but OBrien once again manages to pull this off perfectly. â€Å"The Things They Carried† is a moving, heart-rending tale of the men in Vietnam War and the emotional and psychological baggage they carried, which leave them scarred for life, because of it. Work Cited: O’Brien, Tim. 29 Dec. 1998. The Things They Carried. Amazon. Accessed on 10, January 2007 http://www.amazon.com/Things-They-Carried-Tim-OBrien/dp/0767902890.

Strategies for Change Management in Healthcare

Strategies for Change Management in Healthcare An Overview of Change by Management for Better Patient Care Smitha B. Vadakkan Registered nurses are on the front line in all the hospitals for early detection and prompt intervention when patients conditions deteriorate. So better patient outcomes and patient satisfaction are influenced by the number of registered nurses available to assess patients on an ongoing basis. So I like to select a change that management could undertake to improve patient care where I work is the staffing patterns. Adequate nursing care delivered directly depends on the nurse patient ratio. Change can be planned and managed, or it can occur haphazardly (Grohar-Murray Langan, 2011). Nursing is in the middle of so many revolutionary changes. To bring changes to the workplace depends on nurse’s attitude to adapt the change and the learning options and the support from the management. One of the theoretical perspective for the change is the learning dimensions. Continual learning is needed for an accelerated change and it provides ongoing learning of employees. Ongoing learning improves adaptation, resilience, and the hardiness of employees, which in turn result in desired responses to accelerated change (Grohar-Murray Langan, 2011). Skills that are needed to augment this change are systems thinking, personal proficiency, team learning, shared vision and use of information technology increases the access to needed knowledge. Normative-reeducative strategy is the most appropriate for nursing because it is the most likely to advance the profession. It is the strategy employed throughout nursing today to incorporate the latest informatics technology into everyday practice (Grohar-Murray Langan, 2011). In this strategy the members of the system work out programs of change under their own direction. Definition of the change problem includes the probability that shifts in attitudes, values, norms, and relationships between players in the system and between the system and its external environment (Miles, 2007). There is a mutual collaboration between the members and the management in the development of the final strategy. There are external and internal factors that influence change in nursing. The internal factors include the patient acuity levels, staff- patient ratio, treatment modules, and the use of modern technologies in nursing. External factors include social and economic factors that influence how nursing is practiced. Nurses are socialized in a unique way during their education and experience in practice and therefore prepared like no other group to monitor nursing practice (Grohar-Murray Langan, 2011). Nursing strength is found stronger when there is a collaborative effort of nurses in four different roles such as practitioners, educators, researchers, and managers. To have a better change in safe staffing the nurse managers should understand the external and internal factors and make changes which can bring better patient outcomes. Planned change is a better option in safe staffing. When there is a change to be made in the workplace, it is always good to include the nurses and other health care professionals in the unit for opinions and recommendations. The nurses in the unit better know how is the patient acuity level of the unit, how many assisted personnel working on the unit, which shift is the busiest, how can the structure of the unit to be modified for easy access of supplies etc.. There are many ways of implementing change. However, planned change, which is a purposeful, calculated and collaborative effort to bring about improvements with the assistance of a change agent, is commonly adopted in nursing (Roussel 2006). So the nurse manager should ask the nurses for recommendations how safe staffing can be implemented in the unit. Nurse manager with the help of the nurses in the unit can work out safe staffing by not giving two or more people vacation or holidays at the same time or balancing the schedule without giving more people off on the same day, not allowing the same person for more than two overtimes in one month, leaving the person for burnout, if the unit really needs more nurses, the nurse manager has to plan and explain the reasons and submit to the management. The safety of the patient is everyones responsibility. Once a decision has been reached to implement a change, time must be allowed for the sequence of stages designed to reduce resistance and maintain support from others (Grohar-Murray Langan, 2011). According to Kurt Lewin model of implementing change, there are three stages which are unfreezing, moving, refreezing. During unfreezing, more information and time is needed for the change. The people who are going to be affected are motivated for the change because of the benefits and the people who gave the ideas for the change are commented for their participation. By moving, the second stage of the change process is like a vacuum. This transitional stage when everyone is expected of the change when the old is gone and the new is not in place yet. The third stage of the change process is refreezing. Ongoing monitoring for continued quality must follow refreezing, because it provides valuable information about the ongoing effectiveness of the change (Grohar-Murray Langan, 2011). In the unionized city hospital, everything goes with seniority. When the senior nurses enjoy more vacation and holidays and leaving the younger nurses to work which results in more sick calls and also bad retention of the staff which compromises safe patient care and patient outcomes. Even the overtime is given according to the seniority where some older nurses are happy to do more overtimes by taking easy assignments and leaving the heavier assignments for younger nurses which also results in burnout and poor staff retention. The nurse manager should collect ideas from the nurses for the change and should update the management of what is going on in the unit and the need for hiring new nurses if the unit needs for safe staffing. During the unfreezing stage the staff in the unit should be notified of the equal rights for everyone and the management should be notified about the need to hire more RNs. All the nurses should be motivated for the change. During the moving process, it is h ard for the adjustment to the change for the senior nurses who is the majority in the unit. The nurse manager should make fair schedules and assignments and make everybody comply with the change. During refreezing stage the nurse manger should continue to make the best schedules and should check for the effectiveness of the staff and the patient outcomes. The characteristics and qualities of change agents include experience, success, being respected, leadership skills, and management competencies (Grohar-Murray Langan, 2011). Change is a long process and is difficult to achieve. The nurse manager who is the change agent should be calm, positive, optimistic, enthusiastic and able to spend enough time in correcting the problem. The nurse manager’s initial responsibility is to establish a plan of action. The nurse manager should inform her staff and management the reason for a change and should be able to show in measurable terms. The nurse manager should notify all the nurses and the management about the modified vacation time, schedules and the overtimes for safe staffing. The nurse manager should plan for each stage of implementation and should anticipate accommodating any new information and change. Not everybody will be satisfied with the schedule or there may be unexpected staff emergencies or sickness so the nurse manager should be able to get the cooperation of all the staff to perform her duties and should give enough time for the change. According to Lewin’s field theory, there are two opposing forces, the driving force and the restraining force in response to a change. Driving forces generate planned change and restraining forces generate resistance to change (Grohar-Murray Langan, 2011). The nurse manager by all means has to decrease the resistance to the change so the drive can be increased. The most important element in reducing the resistance is establishing trust by giving explanations, requesting input, acknowledging concerns, making changes in small doses, offering to assist, explaining benefits, and acknowledging success (Grohar-Murray Langan, 2011). The nurse manager has to explain to the senior nurses and the union representatives and the management, the need for safe staffing by balancing the schedules and assignments to avoid unnecessary vacation time for more than two people at a time during the busiest season, to reduce burnout and overtimes and to improve retention. Staff retention saves lots of money for the management and it improves better patient outcomes. The nurse manager should succeed in the way she/he explain the need for safe staffing, which can decrease falls, medication errors, pressure ulcers, decrease hospital stays, infections and death. Human behavior and interaction is far too complex to be able to gain total support for a change (Grohar-Murray Langan, 2011). There will be some resistance even with the best explanations given by the nurse manager, but in the long run it will be reduced and can get full support from everybody. The plan for evaluation is consistent with the overall change design, with outcomes being measured against the criteria found in the statements of purpose and objectives for change (Grohar-Murray Langan, 2011). The nurse manager should evaluate the changes. The evaluation of safe staffing can be seen with improved patient and staff satisfaction, better patient outcomes, decrease falls, pressure ulcers and infection rates, decrease sick calls, decrease employee turnover, good feedbacks by the patients and the employees. By interpreting the role of evaluation and the outcomes of changes, the nurse manager can improve and make better plans and modifications. References Grohar-Murray, M. E., Langan, J. (2011). Leadership and management in nursing (4th ed., p. 250-256). Upper Saddle River, NJ: Pearson Health Science. Miles, M. (2007).An overview of strategies for planned change in human systems. Retrieved from http://www.innovation.cc/scholarly-style/classic-theories.pdf Roussel, L (2006) Management and Leadership for Nurse Administrators. Fourth edition. Jones and Barlett, London.

Massage Therapy :: Massage Therapy Essays

Massage Therapy The practice of massage therapy is rapidly growing in the United States. It has numerous benefits to offer and is becoming more widely accepted as a medical practice by doctors and the general public. Massage is defined as: †¦the systematic manual or mechanical manipulations of the soft tissues of the body by such movements as rubbing, kneading, pressing, rolling, slapping, and tapping, for therapeutic purposes such as promoting circulation of the blood and lymph, relaxation of muscles, relief from pain, restoration of metabolic balance, and other benefits both physical and mental (Beck 3). There is much historical evidence to indicate that massage is one of the earliest remedies for pain relief and for the restoration of a healthy body. It is said to be the most natural and instinctive means of relieving pain and discomfort. The roots of massage can be traced back to ancient civilizations. Many artifacts have been found to support the belief that prehistoric people massaged their muscles and even used some form of rubbing oils on their bodies. According to research, some form of massage was practiced in almost all early civilizations. Ancient Chinese, Japanese, India, Hindu, Greek, and Roman civilizations used some form of massage as a medical treatment. In many of these civilizations a special person, such as a healer, doctor, or spiritual leader, was selected to administer massage treatments. With the decline of the Roman Empire in 180 A.D. came a decline in the popularity of massage and health care in general. There was little history of health practices recorded during the Middle Ages (476-1450). The Renaissance period (1450-1600) revived an interest in health and science. Once again, people became interested in the improvement of physical health and by the second half of the fifth century, massage was a common practice. By the sixteenth century, medical practitioners began to incorporate massage into their healing treatments. Massage has been a major part of medicine for at least five thousand years and important in Western medical traditions for at least three thousands years. In the early part of the nineteenth century, Per Henrik Ling, a physiologist and fencing master, from Smaaland, Sweden, developed and systemized movements that he found to be beneficial in improving physical conditions. His system of movements, based on the science of physiology, became known as Medical Gymnastics. In 1813, Ling established the Royal Swedish Central Institute of Gymnastics, which was financed by the Swedish government. From this institute Ling and his students were able to educate people about his Medical Gymnastics movements, which became known as the Swedish Movements. By 1851, there were thirty-eight institutions for Swedish Movement in Europe. Today, Per Henrik Ling is known as the father of physical therapy.

The Louisiana Purchase :: essays research papers

The Louisiana Purchase was the purchase of the French province of Louisiana by the United States in 1803. The province stretched from the Mississippi River westward to the Rocky Mountains and from the Gulf of Mexico northward to Canada, covering an area equal to that of the United States, prior to the purchase. Except for the Mississippi River on the east and Canada on the north, the boundaries were indefinite. The United States also claimed West Florida between the Mississippi and Perdido rivers as part of the purchase, but Spain denied the claim. As a result of the purchase, the port of New Orleans and the entire Mississippi system were secured for American shippers, and the country was free to expand toward the Pacific Ocean. The price wa $15,000,000 for an area of 828,000 square miles (2,145,000 km) - less than 3 cents an acre. In 1800, Napoleon Bonaparte got Spain to return it by a secret treaty. Napoleon planned a French empire in the New World, with its center at New Orleans. President Jefferson was alert to the dangers of a powerful nation controlling the mouth of the Mississippi. He instructed the American minister to France, Robert R. Livingston, to open negotiations to buy New Orleans and some territory east of the city. A treaty would have to satisfy the financial claims that some United States citizens had against the French government. Finally the French continued to claim that the province still belonged to Spain. Jefferson sent James Monroe to help with the negotiations, and authorized him to spend no more than $10,000,000. Napoleon offered Livingston and Monroe the entire province of Louisiana in a treaty dated April 30, 1803. The American negotiators agreed to pay $11,250,000 to France and $3,750,000 for the French debts to United States citizens. The purchase forced Jefferson to give a broad interpretation to the Constitution, which did not specifically grant authority for acquiring new territory.

Reflections of a Culture Past Essay -- English Literature Essays

Reflections of a Culture Past The poem, Beowulf was supposedly written in the tenth century, but it was most likely told before then, orally, for centuries. There is little information about the author, on when Beowulf was first created or about the original version of the story before it was written. However the poem does, however, give us great insight into the cultural views and ideals of the Anglo-Saxon people who would have composed and told this tale. This includes their political, social and moral views. Beyond this, Beowulf gives us an even greater insight into this society of constant fight and war. Interwoven throughout almost every aspect of their culture and the poem are very strict moral codes and values. Those morals and values affect the ideals, beliefs and changes taking place in period. In the time of the Anglo-Saxons, men shared a common idea of heroic and traditional values that each person should follow. They admired men with outstanding courage and loyalty. Anglo-Saxon men achieved that by completing daring deeds, withstanding harsh conditions and by beating the odds. If a person showed such traits, despite where they came from, they were entitled with a great matter of respect. The traits that they valued were those of a hero. True heroes of the period had to maintain a balance between personal glory and maintaining the good of his people. However one didn’t become a hero just through great accomplishments. They also had to be exemplary individu...

Hollywood and Marketing: Understanding the Appeal of Jaws Essay

The success of Jaws may mainly be attributed to the interconnected presence of various genres and themes throughout the film, hence significantly increasing the range of its prospective audience. For one, aside from being basically a thriller, the presence of an enormous shark as a dangerous entity would of course highlight themes on nature similar to documentaries. Furthermore, there is the crime genre, encompassing the theme of conspiracy, is partly embodied by the film as well; to explain, the Mayor who governs over the beach disregards every warning about the safety of the people in a straightforward manner, mainly pointing out economic reasons in defense of such a stance. Action is also present and evident throughout the film, especially during its final scenes. While still incomparable to films which are actually categorized under the action genre in terms of fights and explosions, it could definitely be argued that the final scene wherein the three main protagonists battle the shark which ends with the shark’s demise initiates a similar adrenaline rush for the viewers. In relation to such points, it is also important to emphasize the fact that the film is actually Hollywood’s adaptation of a highly successful book of the same name. Achieving a considerable appeal to the mainstream audience as well as to different types of viewers ensures success in terms of marketability (Wyatt 22). Jaws has such appeal, as the presence of the abovementioned themes and genres prove. For one, those interested with nature would be enthralled by the thought of watching a film focused on a great white shark. Also, self-proclaimed critics on the realism of such films would watch the movie to give their comments. On a more specific note, mature audiences would in turn be attracted to the film as it would satisfy their need for identifying deeper aspects and meanings such as corruption. Younger moviegoers would instead appreciate the thrilling and action packed sequences in the movie. Indeed, as old wizards may be shown in a manner resembling classical comic book heroes to achieve a better appeal to such viewers (Thompson 51), the three main protagonists of Jaws have similarly been presented due to their antics in the last few scenes of the film. Those who have read the book, possibly being a considerably large crowd, would predictably watch the movie as well. Without a doubt, Jaws achieved a universal appeal among moviegoers which ensured its marketability and success. Works Cited Spielberg, Steven, dir. Jaws. Zanuck/Brown Productions, 1975. Film. Wyatt, Justin. High Concept: Movies and Marketing in Hollywood. Austin, TX: University of Texas Press, 1994. Print. Thompson, Kristin. â€Å"Fantasy, Franchises, and Frodo Baggins: The Lord of the Rings and Modern Hollywood. † Velvet Light Trap: A Critical Journal of Film and Television 52 (2003): 45 – 63. Print.

300 Word Essay about Emerson Essay

Emerson’s assertion â€Å" every young man [ or women ] is born with some determination in his [ or her ] nature, and is a potential genius† is very powerful and I agree. At a young age most children fantasies about what they wish to become. For example I wanted to be a surgeon when I was younger. Over time the interest in becoming a surgeon faded away because I started to know more about the many things you can study and do for the rest of your life. Having a huge goal when I was little influenced and made me think twice as I grew. Did I really want to become a surgeon and possible save lives, or study material remains of past human life and activities? The point is having a goal since I was little makes me push myself more because I know I want to be more than a high school graduate. See more: The stages of consumer buying decision process essay I have my own determination because I know I’m the one that needs to work for myself to become as successful as I wish and I want to be good and passionate about something. My parents are fond of me and they really support my decisions, they really want me to be better than them and they give me the best they can to achieve what I want. My parents are my support. For that same reason I agree with Emerson. We all want to do something for someone to either prove them wrong or make them proud. This could be yourself. What we are passionate about is different but we all have something to look forward to. It all really depends when we find what we are passionate and determined about. Our determination about things become intensified and much clearer as we grow up and they may change.

Katherine Mansfield stories “Prelude” and “At the Bay” Essay

Two of Katherine Mansfield’s most famous stories are â€Å"Prelude† and â€Å"At the Bay†, both of them portraying a New Zealand family. Both stories, are revolving around the female characters, but the one link that connects all of them is Stanley Burnell, member and provider of the family. The New Zealand critic Carl Stead affirms that Stanley Burnell is a ‘benevolent despot’ meaning that he is a kind person, and a tyrant in the same time. I agree with Stead affirmation, but as it seems somewhat incomplete, I would want to add a few words to it: Stanley character is benevolent but unconsciously despot. Stanley is dynamic and doesn’t like to rely on other people; he is eager to put down roots and settle down. He has no inherited wealth or special education; only his own intellect on which to rely. He is not only responsible for Linda and his children, but he has assumed responsibility for her mother and unmarried sister, Beryl. He works hard and makes sacrifices to support his family. For example, when they are all on holiday in â€Å"At the Bay†, Stanley catches the bus in to work .To have such a busy life, Stanley demands constant support from everyone else into covering his insecurities. He is not only looking for support, but he also expects for other people to try and achieve something on their own as he does. Because Beryl lacks money, Stanley expects her to try and work hard: ‘By Jove, if she can’t do a hand’s turn occasionally without shouting about it in return for†¦Ã¢â‚¬â„¢. Stanley does not finish his sentence, being not sure exactly what it is Beryl owes him. This shows that it became a routine for him to financially take care of everybody in the family, and that he does not expect a material reward, even though he wants to see people try. In ‘At the Bay’ there is a moment when all the women seem to enjoy Stanley’s departure: ‘Oh, the relief, the difference it made to have the man out of the house. Their very voices were changed as they called to one another; they sounded warm and loving as if they shared a secret’. But Katherine Mansfield uses this passage to highlight how much they all depend on him. Anyone in Mansfield’s fiction who uses slang or truncated sentences, such as Stanley is suspect of having controversy in the character. Usually, in  Stanley’s dialogs, Katherine Mansfield uses short sentences as trying to prove that he speaks fast. Stanley also seems to use slang and to swear in front of the kids: ‘†What the hell†¦ Damnation take it†Ã¢â‚¬Ëœ. All this demonstrate that he is a voluble and an action men, as he does not have time to fix his language. There is a tension in Stanley’s life: he is controlled by the need of always to be on time; he can rarely relax. In â€Å"At the Bay†, even going for an early morning swim, he flung, cleared, rushed staggered, raced, swooped, in order to be first in, and once in, he can not stop to enjoy it: â€Å"I have no tie to fool about†. This is a good example of life authenticity (a recreation of life) that Mansfield achieves. The scene happens in early morning, to highlight that Stanley was used to getting up early. Mansfield uses a very subtle mixture of precision and action, to portray exactly his enthusiasm. She has run every step behind him and she slows down the motion by using the word ‘staggered’ – ‘staggered up the sandy hillock’. Mansfield intends to slow down Stanley’s race not because he was tired, but because his feet were sinking into the sand. This race might represent the symbol of his life. Stanley’s life is a race in which he wants to be the best. But just as his feet sink in the sand, in real life he meets obstacles and becomes insecure, needing the family support to give him the strength to keep going, ‘racing for dear life’. In the passage the atmosphere seems to be filled with excitement, even joy, which shows that Stanley is happy with his complicated life. Mansfield uses lots of words like â€Å"exulting†, â€Å"swoops† and â€Å"souse† to convey his thoughts and feelings. He wades out ‘exulting’. He ‘swoops’ to ‘souse’ his head and neck, delighted with himself for being first in the water again. Then he hears Jonathan Trout’s voice and he realizes that he is not first after all and small explosions occurring inside his head. ‘†Great Scott! Damnation take it! Why the dickens didn’t the fellow stick to his part of the sea?†Ã¢â‚¬Ëœ To escape from Jonathan conversation, which he thinks of as ‘piffle’ and ‘rot’, he turns over on his back and kicks with his legs till he is ‘a living water-spout’. Stanley seems ridiculous as we witness his confidence, delights and disappointments because he is acting like a child and is hard to understand that he is the same person that is very successful in business. This is why I added the word unconsciously to Carl Stead affirmation that Stanley is a benevolent despot. He pushes people to work hard and be like him, but he does not realize that this might be harder for some people than he thinks. If he would know that he is hurting his family, especially Linda, he would stop bullying them. He loves Linda too much and would never want to hurt her. He thinks he will punish her by going off in the morning without saying goodbye, but he regrets he did that and he suffers all day â€Å"I’ve been in tortures† . He arrives home ready to apologise for something that was unnoticed. Linda cares about him too but she keeps him away from getting to close by misinterpreting his actions on purpose. When he arrives home with ‘all the harvest of the earth’, expensive gifts for her – oysters, a pineapple, and cherries – she refers to them as ‘these silly things’; she drapes a cluster of cherries over his ear, knowing full well that he hates to appear foolish. She acts this way because Stanley is the antithesis with her. He has all the energy she lacks. He becomes more successful at business, more prosperous, and more secure in the home while she loses strength. His quick movements and rapid speech exhaust her. When he worries bout running to fat, Linda replies â€Å"You are far too energetic† and he interprets her answer as a reassurance, when it can also mean that he is to energetic for her, as when she wants to scream at him â€Å"You are killing me†. He seems to dominate her, like when she does not resist his sexual acts. Linda admires Stanley’s best qualities: his goodness, his reliability, and his honesty. She compares Stanley with Jonathan Trout, whom she finds attractive and whom she has much in common. Stanley doesn’t like a person like Trout, a person of dreams and impractical ideas, because he, Stanley is a man of action. Linda also cares about Stanley because she is aware of the fact that he is providing the money for the family, and admires his devotion. Katherine Mansfield, at first sight, seems to make Stanley Burnell look as if he is a tyrant, a despot, because he is pushing everybody to work hard, but he is actually a positive character, because he has the dignity and the morality to deal with his life and take the responsibility of looking after his family.

Antony and Cleopatra Essay

Throughout ‘Antony and Cleopatra’s’ long theatrical history, many generations have perceived the represented conflict between eastern and western values in the light of their own concerns, often concluding that one sphere is innately more ‘moral’ than its converse. This is heightened by Shakespeare’s ambiguity in his portrayal of the characters of Caesar and Cleopatra, who embody ‘West’ and ‘East’ respectively. Many of Shakespeare’s contemporaries saw striking parallels between Caesar and the new King James, who had expressed a wish to become a new, English Augustus. Audiences, therefore, could infer that through the author’s portrayal of Caesar as a cold force, lacking empathy and humanity but proffering peace and unity, Shakespeare was alluding to James as representative of a new Western value system that he could not fully endorse. Audiences may have understood the idea that with the heralding of a new era, a key element – which the ‘east’ in the play represents – had been repressed from the British consciousness. Some would have associated this with the death of Queen Elizabeth, a popular, enigmatic ruler who, in retrospect seemed to embody the last of a ‘Golden Age,’ where mystery and splendour existed alongside reason and politics. Often, priggish Victorian audiences found the play rather challenging to their notion of the innate supremacy of British civilisation and Western values. By the 19th century, Britain had metamorphosed into a dominant world power similar to that controlled by Caesar, and many features, such as a rampant imperialism, a strive for power, and a tendency to frequently moralise, were in common with that of the Rome presented by Shakespeare. Their Western perspective, and the absence of any moral conclusion by Shakespeare, led many Victorians to adopt the Roman viewpoint – ultimately empathise with Caesar and condemn the protagonists’ love as innately immoral. Many Victorians were repelled by an East that was practically the antithesis of their society – the frank portrayal of sexuality, the fraternisation of royals with commoners, and the overall decadence of the Alexandrian court were condemned, and although audiences were still fascinated by Cleopatra, she was cast as the villain of the piece, who; ‘The triple pillar of the world transformed  Into a strumpet’s fool.’  The 20th century saw a diverse range of responses towards the antithesis, many corresponding with the perspectives from which theatrical productions approached the problem. There is still sometimes the tendency to moralise the concepts of Rome and Egypt, arguing one must be ‘good’ and the other automatically ‘bad,’ and many productions focus on either the political (Roman) or the emotional (Egyptian) aspects of the play. Since the tragedy of September 11th, the media have largely exaggerated the notion of an inherent conflict between the ‘Christian West’ and the ‘Islamic East,’ and this adds a new dimension to the play for current viewers.  The antithesis between Rome and Egypt tears them apart, but also inextricably entangles them. As without light, there would be no darkness, where ‘East’ does not exist, the concept of ‘West’ is nullified. Both are essential components of complete humanity, and Caesar’s apparent victory over Egypt is notable only for its superficiality – the ‘East’ can never be expunged, and will always be a key element of human consciousness. However, through their deaths, Antony and Cleopatra transcend these converse forces, and in reconciling ‘East’ and ‘West’ to reach the ultimate potential of their humanity are propelled into the realms of mythology. The conclusion is one merging tragedy and supreme divinity, where the lovers are seemingly destroyed by the world yet truly conquer it, exalted into immortality and splendour as the magnificent lovers that the tumultuous, paradoxical mortal world could never allow them to be. Bibliography Antony and Cleopatra – William Shakespeare  Antony and Cleopatra: A Shakespearean adjustment -John F Danby  Macmillan Master Guides: Antony and Cleopatra – Martin Wine

Death Epitomizes American Dream, Society and Time (The Great Gatsby) Essay

Death Epitomizes American Dream, Society and Time (The Great Gatsby) - Essay Example This paper will discuss the significance of Gatsby’s death based on the three points: death of American dream, death defines the decayed or rotten society, and death conveys the limitation of time. Hard work, success, and prosperity symbolize the American dreams, which are grounded on their aim for life, liberty, and the pursuit of happiness. Gatz is presented as a man filled with spirit: aspiration, commitment, braveness, and faith. This is evident in his longing for Daisy when Gatsby stated that he seemed closer to Daisy similar with the distance of the star to the moon. He further exclaims his proximity to his dreams -- the green light on a dock (Fitzgerald). Gatsby once believed that his dream is impossible to achieve because of his distance to Daisy, but he realizes that his hope and faith never vanish. The commitment of Gatsby to Daisy is apparent in the years that have passed. For five years, they were separated, which inspired Gatsby to accumulate wealth that could mak e her proud of. Fitzgerald wants to emphasize the authentic American dream, which is not adulterated by wealth. The only visible value in the life of Gatsby is the American spirit embedded on his heart through representing his love and commitment for Daisy. Nick ascertains in his observation that Gatsby possesses an exceptional quality that is hope in which he will never find in others (Fitzgerald). This represents the death of American dream, which Fitzgerald aims to restore. He sees it as the authentic American dream that has a substance, which is far from what the 1920’s projection that wealth is an answer in order to belong in the upper strata or to buy love and happiness. It is proven by Fitzgerald that wealth accomplishes nothing. Furthermore, Fitzgerald wants to retrieve the lost American dreams through the death of Gatsby. Its ending serves as a warning to Americans that when the 1920’s perspective continues, the American’s vitality or spirit is lost. We must stop deceiving ourselves that green will lead us to a valuable and significant future in order to restore the American spirit. The unhappy ending of The Great Gatsby symbolizes the decayed society. We all know that society comprises of individuals or group of people; hence, the rotten society is represented by the characters of Tom Buchanan and Daisy Buchanan, Myrtle and George Wilson, Jordan Baker, and Jay Gatz. Nick concludes the story represents west because they are Americans that have common flaws that are not compatible with the Eastern life (Fitzgerald). This line indicates the commonality in Westerners, which depicts lies, carelessness, inhuman, self-centered, hypocrite, and pretentious. Jay Gatsby erases his past, and he is driven by his dream to accrue wealth through the easy money or illegal activities. Furthermore, Gatsby deceives people in his family and educational background by telling that he comes from an affluent family in the middle-west and obtain his educa tion in Oxford because of a family tradition (Fitzgerald). Fitzgerald points out the desire of Gatsby to be accepted in the higher strata, so he devises story. Tom and Daisy Buchanan are an epitome of selfish, inhuman, and careless human beings. Fitzgerald identified them as careless people -- they break things and individuals, then easily escape with their money, and allowed other people to resolve their problem. Tom and Daisy symbolize the new American dream, w

Facebook 2011 Case Study Example | Topics and Well Written Essays - 1750 words

Facebook 2011 - Case Study Example While the topic may be argued in support of or otherwise contrary, this section of the paper intends to qualify the position of Drucker, who is celebrated to having contributed much on entrepreneurship and marketing, as would be evident from the case study on ‘Facebook in 2011’. The analysis of how ‘Facebook’ came into being leaves one amazed on how creativity would be merged with opportunity to bring about totally new creations which would not only be fascinating but that would be great business innovations (Horibe, 2003, p. 20). One would cite creativity as main instrument that facilitated development of the initial facebook website in 2004 as a digital directory for the students within Harvard University. Mark Zuckerberg just thought of way that would merge the school’s resources on a common directory platform online from the various pieces of online directories as were in use then. After the initial creation of a personal profile, one would always view other people’s profiles so long as they were digitally friends. As against such believes that people would hold that innovation is about accidental creations, the creation of facebook initially stemmed from the practical need to have such profiles aid in accessing individual pro files through a harmonized online platform as against visiting various platforms for such information that would be easily shared by ‘friends’. Besides, no magic or mystery as would be thought of was involved in spreading the awareness as soon, the idea reached many other institutions through deliberate efforts by subscribers to invite own friends. In fact, it was after the tremendous spread of the idea and the support by various other players that facebook became a company as the brain behind the innovation says the lack of operating funds had restrained the development of the idea into a company or trading venture

Marketing Plan Essay Example | Topics and Well Written Essays - 2250 words

Marketing Plan - Essay Example Competition from Blackpool Beach will decrease income from both inbound international tourism and local tourism by a considerable margin (between 8-10%). iii. With the tourism in Scotland on the rise (VisitScotland 2012), our competitors will institute new facilities and recreational activities for the summer season before March 2014. Marketing Objectives Aberdeen Beach offers a serene, beautiful and relaxing environment for tourists, both local and international. Apart from coming up with a mission statement that is both marketing oriented and consumer-focused, Aberdeen City Council should create an objective to attain cumulative growth in tourism volume of at least 60% over the next three years. At least 30% of this tourism growth should result from local tourist and from new facilities that offer activities that are non-seasonal or are generally undertaken during the off-peak period. Aberdeen beach should also institute efforts to capture over 25% of the tourism market share in th e area within the next 3 years. This will make sure that it is the biggest tourist destination in the area. Better facilities and activities that take advantage of off-peak tourism will ensure that it offers valid competition to Blackpool beach. To accomplish the various marketing objectives laid down, the Aberdeen City Council should put benchmarks in place to assess progress. Frequent evaluation of these objectives will offer feedback and potential remedial actions on a timely basis. The chief marketing objective is to improve the perceptions tourists as well as the locals have about the Aberdeen Beach. Since Aberdeen beach has been slowly losing both the local and the international tourists, it must not be satisfying its current consumers. The city council should review the problems that hinder success and use it to not only keep its current tourism base but encourage new international and local tourists to the area. To improve success, benchmarks should be developed to understan d how the city council can improve the experience of tourists to the beach through knowledge of tourist’s needs and specific opportunities for instituting new recreational facilities. The benchmarks should be developed through market research as well as the City Council’s marketing information system. Another objective should be the institution of an education program that will serve to educate the local residents about the issue of climate change and the rising flood risk in the area. The City Council should collaborate with the local residents in efforts to conserve and restore the beach (Robert Gordon 2013). The City Council should also create a new office that deals with beach security and cleanliness. It should interact with local residents and set up an institution that deals with cleaning up the beach and ensuring that companies and other individuals do not use the beach as a dumping point. According to Chan, Leung, and Wong (2006) collaborative environment rest oration efforts can be utilized as a means of advertisement both for local consumers and international. It should also collaborate with local law enforcement to ensure that visitors to the beach are safe. Marketing Strategies A. Target Markets Target Market 1: The first target market is the local tourists. Posters and customized calendars showing the beauty of Aberdeen beach could help reconnect with the local population. The Beach has also received bad

Material Science Essay Example | Topics and Well Written Essays - 500 words

Material Science - Essay Example Graphene is another example of a nano-structural material that is being used in the optic and electronic industry, due to its high energy capacity and also the high rate of charge. Scanning probe microscope works through the use of a physical probe that scans specimens and then provides the recorded data that is depicted in the form of a heat map that takes either an orange or a black and white image. Shear stress refers to the force that pushes particles within a liquid, gaseous or solid material in the direction that is parallel to the surface/plane. On the other hand, tensile stress refers to the forces that push a particle on to the other from varied directions. Compressive stress refers to the forces in the materials that push the material particles against one another. A phase diagram offers information related to the structure of a material through graphic presentation, which indicates the relationship between solid, liquids and gaseous state of a material when the material is heat-treated. It offers information regarding at which heat-point the solid state of material changes to liquid, and at which heat-point the liquid changes into gas. Annealing refers to the heat treatment of a material such that it increases its ductility and becomes more workable. Quenching refers to the rapid cooling of a material through immersion into a liquid such as oil or water, to form a certain material property that is activatable in different material states. Austenitizing refers to the heat-treatment of material such that it attains certain hardening characteristic when it is cooled down through quenching. Normalizing is a heat-treatment method for materials that softens the materials without producing the uniformity of the material property. Collision occurs on the event of two signals being sent through the same channel of transmission, such that the signals collide with each other. Packet collision is a form of

Writing a comprehensive research report on the use of new technology Paper

Writing a comprehensive report on the use of new technology as a part of a company's service efforts - Research Paper Example Search affects the activities of individuals and all sorts of organizations. The contribution of new technology to the economic growth can have a realization when and if the technology is put to use and diffused. Diffusion itself results from a series of individual decisions to begin using the new technology, decisions that are often the result of a comparison of the uncertain benefits of the new invention with the costs of adopting it. The benefits of from adopting new technologies, for example, wireless communications are received throughout the life of the acquired innovator. The use of new technologies enhances operations and exploits new market opportunities (Manyika, 2013). When adopted at scale across an emerging type of networked enterprise and integrated into the work processes of employees, social media, and other new technologies can boost a company’s financial performance and market share. Using technology to maximize company’s business productivity creates a platform to realize real business. The business software puts organization s in an assurance of having the tools to overcome challenges of execution on strategizing every day and prosper in today’s economic times. Companies are on the increase in focusing on managing customer relationships, the customer asset, or customer equity. The rapid growth of social media, from blogs to Twitter and Facebook, to YouTube and LinkedIn, offers organizations and companies the chance to join a conversation with millions of customers around the globe every day. The groups use social media as one way of the promotional channel. They use consumer conversations and turn the information into consumer insights that impact the bottom line (Hunt, 2013). The internet based social media emergence has started a new kind of conversation among consumers and companies. It challenges the traditional ideas on brand management and marketing while in the meantime creates alternative opportunities

The Amazonia Tribal Essay Example | Topics and Well Written Essays - 750 words

The Amazonia Tribal - Essay Example They are totally unaware of the modern developments and the fast track life. The Yanomami tribe is the largest tribe among the known Amazonian tribes. Other tribes encompass Caboclos, Witoto, Manioc, Kayapo and many more.  They have varied culture and traditions. Caboclos are known to be skilled hunters as well as cooks. They are known to be highly intelligent as well as wise to reach to the solution to any problem.  Another tribe, Witoto, is known to eat the meat of people they kill in the battle and use the bones as souvenirs and to construct possessions. Witoto lives towards northwest basin of Amazon.  They are known to use various medicinal plants and build communal houses (Tribes).  The tribe members are very skilled and are capable of re-enacting animal sound. They use bows and arrows for hunting as well as for protection and war (Amazonian Tribe). Yanomami tribe does not possess immunity against most of the common diseases. The tribal community lives in Amazon basin at Venezuela and Brazil. The tribe is assumed to be the most primeval and also culturally intact community. They resemble the stone age tribes that dates around 8,000 years, this community is not known to discover wheel or metal. The tribe possess numbering system as well as perform a peculiar cremation of the dead. They cremate their dead, crush and drink their bones thinking that their dear ones are with them eternally. The tribe is known to be the most successful amongst the Amazon tribes. They form a culturo-linguistic group with the population of around 26,000 (Hands Around the World). They reside in a multifamily house and marriages take place inside the community between cross cousin as it is believed to have a strong family bonding. They build house in the form of concentric circle (Hands Around the World). Each tribal community follow their own culture and religion, their beliefs, social gatherings and religious rituals differ. The tribal women of Amazon Basin are not ashamed of themselves and do not wear clothes and cool themselves by bathing and swimming to escape the intense heat of Amazon rainforest. They maintain their personal hygiene (Women). In Kalapalo tribe, after childbirth the mother is secluded inside a wall keeping mother and child from the other family members and the outside world. Some Northwest Amazonian tribes are known to endow tough life for women. Men were given privilege of working from time to time while women are expected to work all the time, as a mother, as a house keeper and also to perform agricultural duties. According to Wiffen, men had leisure to relax when the job is over while on the other hand women do not enjoy the liberty. Women carry their child at their back and work. In many sense according to Wiffen, women come into view to be disobedient and defiant, they were respected and also hold influence (Amazonian Tribe). In Canela tribe, young girl is propelled into distinct relationships till she gets her first child an d then she is allowed to move with her enduring husband. The girls are trained to be very obedient to men, not only to the family or husband but to all the male community, moreover males have many wives and it is his wish whom he chooses to live with for that moment. Women are solely responsible for their children's upbringing, while father play little role in rearing of child. The children possess little childhood years and then they are set into the relationship to keep the cycle going (Amazonian Tribe).

The Great Wall of China Research Paper Example | Topics and Well Written Essays - 1000 words

The Great Wall of China - Research Paper Example It stretches to the north from the east and ends at the center of northern part of China. What is not true about the Wall is the myth that it can be seen from Space. This was confirmed by a Chinese astronaut when he went on his maiden voyage. People, however, have witnessed the wall from the airplane. Myths arise from questioning the history of the Wall. Were men buried in the Great Wall? Were human bones used to build its foundations?2 Such questions give rise to legends that may be excellent bed-time stories but not bona fide statements. The wall still holds a rich history and there are many historical, political and religious aspects connected to its construction. The Great Wall of China was constructed under military command. Many men had to take part in the construction unwillingly. The Ming Dynasty stationed one million soldiers in nine garrisons along the wall; also several prisoners were instructed to do tough labor at the wall building. This is proof of the fact that the Wal l is full of versatile artifacts, which represent people from all over China. The Wall is said to be constructed in five ways namely, â€Å"rammed earth, adobe, stone, brick and cliff†.3 The work on the Wall was originally started in the 770 BC during the period of spring and autumn under a feudal system of Zhou Dynasty. Over a period of many decades different independent states built their own wall for defense purposes. During the Qin Dynasty (221-206 BC), the Wall became known as the 10,000-Li-Long-Wall starting from the Gansu Province and extending to the Liaoning Province. With the coming of each Dynasty, there was an addition to the wall, and by the time China was ruled by Ming Dynasty, the Wall near Beijing began to be built between 1368 AD and 1644 AD. There are two monuments which stand famously on each end of the Wall; the First Door under Heaven at Shanhaiguan on the east and the Last Door under Heaven at Jiauguan. The maintenance of the Wall construction lasted til l the Qing Dynasty, which kept it intact till the early twentieth century. China sought defense from the outside invasion, but this purpose was least fulfilled with the passage of time. In the modern Western context, The Great Wall is merely utilized for the purpose of tourism. It is now considered to be one of the greatest heritages of the world.4 The Great Wall of China suffered a major destruction phase. The main causes of the downfall were the natural forces of â€Å"sun, wind and rain† the severity of which led to the ruin of the older sections of the wall made up of rammed earth. Ironically, the Wall was mainly damaged by people themselves. Most sections of the Great Wall were brought down in order to modernize the place by building motorways and railways, besides using the area for dams and pipelines for gas and oil. During the Cultural Revolution, Red Guards literally dismantled several hundreds of kilometers of the wall. Ever since more than fifty years, the Great Wa ll has been opened to the entire world as a touring spot. This has also caused much damage because tourism is not well organized and is often managed at a cheap cost. People use the pathways for the purpose of hiking, and this has caused soil erosion through irreversible track.5 China is said to have been united under the Qin Dynasty for the very first time in the history. It was the first emperor of the Dynasty, Qin Shihuang, who removed

A Worldview Definition Essay Example for Free

A Worldview Definition Essay A worldview is the way you interpret everything that happens around you and the rest of the world. Everyone has some sort of worldview whether it is conscious or subconscious. People have different worldviews and it can be affected by several different factors around them. A Biblical/Christian worldview is â€Å" It’s any ideology, philosophy, theology, movement or religion that provides an overarching approach to understanding God, the world and mans relations to God and the world, quoted by David Noebel, author of Understanding the Times. There are five questions that help justify our beliefs in the Christian/Biblical worldview. The first is the Question of Origin, which is how did life begin? In Genesis 1:1 and Psalms 139:13-16 it tells us about the beginning and the reason for all of creation. The second is the Question of Identity. Identity asks the question, who are we? Genesis 1:27 and Jeremiah 1:5 are scriptures that cover the question of Identity. Both tell us that we were made in Gods image and that before we were created we were appointed a prophet to the nations. The Third question is the Question of Meaning/Purpose. This question is asking why we are here. Everyone is born with a purpose for life. John 17:3 states we were put on earth so that we may come to know God. Another scripture is Galatians 5:13-14 which states we were called unto liberty by love to serve one another. The fourth question is the Question of Morality. The Question of Morality asks what is meant by right and wrong or good and bad? Ephesians 2:9-10 states that following Jesus is the best way to have righteous morals. When you follow Jesus, not men you don’t have to worry about what is right or wrong, you know! Acts 5:29 Peter and the Apostles say â€Å"we must obey God rather than men.† The last question is the Question of Destiny. The Question of Destiny asks is there life after death. A scripture that everyone knows that refers to destiny is John 3:16, it says â€Å"should not perish but have everlasting life.† The book of Revelations talks a lot about Destiny, a scripture that goes along with that is Revelation 21:3-5. In those scriptures it tells about how there will be life after death and no more crying or pain. The biblical worldview influences me to always do what Jesus would do and treat people the way I would want to be treated. I have been raised under those sayings and I raise my kids under them also.

Analysis of Toyota’s Marketing Strategy Essay Example for Free

Analysis of Toyota’s Marketing Strategy Essay Surendra Bhandari1 [available at: http://papers. ssrn. com/sol3/papers. cfm? abstract_id=1624068 ] Abstract Toyota was established in 1937 in Japan. First time it introduced its product Corona in the US in 1965. By the 70’s, Toyota was the best-selling import brand in the US. During the 80’s, it started manufacturing vehicles in the US. In 2006, it had globally become the second largest car seller and third largest car sellers in the US having more than fifteen percent market share. It is estimated that by 2008 it is going to be the number one car producer and seller both in the US and across the world. This profound success of Toyota is associated with its most proficient market strategy. The case of Toyota notably proves that how important is market strategy in the life of a company to be a market leader. 1. Mission Toyota’s mission statement is as follows: â€Å"To sustain sustainable growth by providing the best customer experience and dealer support. † (Toyota, 2007) Customer satisfaction is the driving force for Toyota, which inspires it to provide the highest quality products and services. â€Å"Kaizen† is a word that Toyota upholds, which means â€Å"continuous improvement† of its technology, products, and services. In short, Kaizen for customer satisfaction is Toyota’s mission. Toyota further explains its mission as follows: 1 Dr. Bhandari can be contacted at: [emailprotected] com â€Å"Around here our values are just like yours. We are hard working. We are active in community. We are creating jobs. We celebrate our diversity. We are building cleaner greener cars. And this is just the beginning. † (Toyota, 2007) 2. Distinctive Competencies Among others, three distinctive competencies of Toyota are remarkable. These distinctive competencies appeal the consumers, build trust with them, and make them satisfied. These competencies are as follows: i. Popular Economy Car: Toyota is best known for ‘popular economy car’. It has successfully branded the concept of ‘popular economy car’, by producing cars matching to the concept. It has garnered its success by selling the concept to the consumer. It has also become profoundly successful in segmenting, targeting, and positioning. As a result, based on the pricing reports generated by over ten million visitors, out of top ten cars, three are Toyotas – Toyota Camry (No. 2), Toyota Corolla (No. 4), and Toyota Avalon (No. 8). (Kelly Blue Book, 2007) It produces eight varieties of cars. Among them, the prices for the four varieties cars range 10,000. 00 US $, three varieties range 15,000. 00 US $, and one variety ranges slightly over 20,000. 00 US $. ii. Cutting-edge Technology: Toyota simply did not stop to the concept of ‘popular economy car’. This concept could have easily turned into product maturity and decline. But Toyota continuously engaged in improving technology – design, looks, comfort, fuel efficiency, environmental friendliness, and other technical improvements. For example, Toyota Corolla was first introduced in Japan in 1966 and in the US in 1968 as a first generation Toyota Corolla. Since then roughly in every three years it is being developed and marketed in a new model. By 2006, tenth generation of Toyota Corolla was already launched with significant technological improvements. Toyota’s hybrid cars can be taken as another example. It started producing hybrid cars in 1995 however till 1999 Japan was 1 the only market for its hybrid cars. Coming to 2005, it became successful to capture a large chunk of US market. Today, it is selling almost seventy five percent of its hybrid cars alone in the US market. iii. Low Operating Cost: Why consumers purchase Toyota? The simple answer is that Toyota’s cars are distinctive with the properties of low operating cost. For example, a survey carried out by Toplin Strategy Group in 2007 has revealed that 73% of Prius owners had bought Toyota Prius because of financial incentive to purchase the vehicle such as lower sticker price or lower operating cost than other choices. (Marketing Green, 2007) Similarly, based on 45% highway driving and 55% city driving with annual 15,000 miles Toyota Prius has been proved to be the most fuel efficient car than any of its competitors such as Honda Civic Hybrid, Ford Escape Hybrid, and Lexus GS 450. (Fuel Economy, 2008). 3. Trends / Conditions Among many other factors, demand for energy efficient and greener cars, demand for low operating cost, and demand for high level of safety and comfort are the most significant factors that are influencing the trends and conditions of automobile marketplace. Today’s automobile sector can be best described as one of the sectors that are trying utmost to respond these important marketplace demands. Based on these demands, there is both good and bad news for the auto industry, including for Toyota. Good news is that there is surprisingly robust vehicle sale in the market. The bad news is that some of the leading automakers are shedding thousands more jobs. Some of the automakers are also projecting downward market trends. These trends are important because, automobiles are responsible for 13. 3 million US jobs, and US $ 675 billion revenue in the US economy. 2 On a year-on-year basis, Toyota sales has surged 10. 5%, General Motors Corp. has showed a year-on-year improvement posting 12. 1% sales gain, and Chrysler has taken a 15% year-on-year sales dive, whereas Ford Motor Co. has stayed mostly flat, down 0. 5%. In terms of global sales, Toyota is in second position following GM. In terms of sales in the US market, Toyota is in third position having 14. 9% of market shares in 2006. Union of concerned scientists in their 2007 report state that Toyota has regained second place overall in the environmental rankings as well and is the only automaker to make consistent improvements on its global warming score since 2001. Toyota has the best global warming performance in six out of ten classes and better than average performance in the rest. If past trends continue, Toyota may overtake Honda’s global warming score within two years. Doing so will require continued investment in hybrids. Globally, 53 millions new cars are sold in 2007. Out of them, 15. 9 millions are sold alone in the US. In 2007, around the world, it is estimated that there will be 806 million cars and light trucks on the road, out of them 244 million will be in operation in the US alone. Currently, these vehicles burn nearly 260 billion gallons of fuel yearly and by 2020, the number of cars and light trucks is estimated to reach above 1 billion. The years of 2004 through 2007 will long be remembered as a pivotal period in the automobile industry as during this period gasoline prices started a sea change among US consumers that is finally creating a significant demand for fuel efficient vehicles. As a result, this has lead to the phenomenal demand for Toyota’s Prius hybrid car. Responding to the demands of consumers Toyota has expanded its investments in Georgetown, Kentucky plant to enable to manufacture 48,000 hybrid cars yearly. Ford launched its first hybrids, and other carmakers, including GM, were greatly encouraged in their own efforts to bring more hybrids to the market. However, response to hybrids from U. S. makers has been lukewarm at best. Consumers 3 generally aren’t as impressed with U. S. hybrid technology as they are with that of Toyota models. In short, while the US based Big Three struggle, Toyota is being more strategic. It has increased its capacity to manufacture over 1. 5 million vehicles yearly in North America. On a global scale, the company plans to sell 10. 4 million vehicles by 2009, up from 8. 8 million in 2006. The big news is that Toyota is most likely surpassing GM in global sales by 2008, making Toyota the world’s largest carmaker. 4. Organizational Objectives Toyota has set seven fundamental objectives. Among them, to dedicate in providing clean and safe products and enhance the quality of life everywhere through better production and services is the main objective of Toyota. Similarly, its other objectives are: to honor the law, language and culture of every nation with fair corporate activities; contribute to economic and social development of communities around the world through corporate activities; create and develop advanced technologies and provide outstanding products and services to customers; foster individual’s creativity and teamwork value; pursue growth through innovative management; and work with business partners for mutual benefits. To achieve these objectives and their effective implementation, it has clearly set fourteen principles that are widely considered as Toyota’s Ways. Based on these principles, Toyota takes management decisions on a long-term philosophy, even at the expenses of a short-term financial goal. It believes in a continuous process flow to bring problems to the surface, uses visual control so that no problems are hidden, uses pull system to avoid overproduction, and works like tortoise and not the hare. It standardizes the tasks and processes as the foundation for continuous improvement and empowers employees by which it further enhances its ability to use only reliable and thoroughly tested technology that serves the customers. 4. Similarly, its organizational objectives are further substantiated by its idea of developing exceptional people and teams who follow the philosophy of Toyota, respect the network of partners and suppliers, and learn from the practices. It believes in making decisions slowly by consensus thoroughly considering all options and once the decisions are taken, it implements the decisions rapidly. On top of that, by becoming a learning organization through relentless reflection and continuous improvement of its products and services, Toyota can be exemplified as a case that has achieved its organizational objectives successfully. 5. Strategic Business Unit Toyota offers energy efficient, green, and popular economy cars, SUVs/Vans, hybrids, and light trucks with safety and comfort measures in place. It produces more than two dozen varieties of products. All of its products are globally very popular. Its products are sold in over 200 countries across the globe. On top of that, the US is the biggest market for Toyota. For example, till 2006 it had sold more than 7 million Toyota Corollas alone in the US. In the financial year 2006-07, in consolidated terms, it sold its products of 226. 06 billion US $ (23,948. 00 billion yen) and earned net income of 15. 17 billion US $ (1,644. 0 billion yen). (Toyota, 2006) In 2006, Toyota was engaged in a variety of projects designed to solidify its foundations while continuing to grow. On the product front besides its two dozen already launched products, Lexus has launched its new flagship model, the LS, and the new global Camry went on sale. In manufacturing, several new projects were started around the world. In May 2006, manufacturing of the Camry began in Guangzhou, China, while in the United States, the Kentucky plant, which in October 2006 celebrated 20 years of production, has started manufacturing the first Toyota hybrid vehicle to be made in North America, the Camry Hybrid. In November 2006, the Texas plant began producing the new Tundra truck, a key vehicle in Toyota’s North American lineup. 5 In Japan, Toyota Motor Kyushu, Inc. has begun full-scale operations at its engine factory, and Toyota Motor Tohoku Co. , Ltd. has increased its manufacturing capacity. In human resources development sector, following the establishment of the Asia Pacific Global Production Center in Thailand in August 2005, Toyota has established the North American Production Center in the U. S. in February 2006, and the European Global Production Center in the United Kingdom in March 2006. Established as branches of the Global Production Center in Japan, these were created to spread Toyota’s manufacturing knowledge and skills throughout the world in pace with the rapid growth of Toyota’s overseas manufacturing. In RD side, Toyota has focused its efforts on three key areas: environment, safety, and energy. It has made a special effort in the area of the environment by expanding its lineup of hybrid vehicles, and has worked on RD relating to plug-in hybrid. In addition, as part of Toyota’s efforts to respond to the diversification of energy, in 2007 Toyota has introduced a flex fuel vehicle in the Brazilian market that will run on 100% bio-ethanol fuel. From this point on, based on the philosophy of providing â€Å"the right car, in the right place, at the right time,† and in accordance with the infrastructure and customer needs of each region, Toyota is striving for promoting efforts to develop environmentally friendly technology and vehicles. 6. Boston Consulting Group Matrix Based on the Boston Matrix, the market situation of Toyota is Healthy. To support this statement, three products are chosen here – Camry, Prius, Corolla. These all fall into the category of Star as they are holding high market share and high market growth. All these three products are well established and the growth is exciting. These are creating fantastic opportunities. The only challenge is Toyota needs to maintain its Stars. And, it seems that for at least a couple of years Toyota will maintain its Stars. 6 Toyota Corolla: It is a compact car, very popular throughout the world since it was first introduced in 1966. In 1997 it became the bestselling car in the world; in 2004 it was the number one selling car in the US in its segment with over 30 million sold as of 2007. In the US alone, more than 7 million Toyota Corolla cars have been sold. Over the past 40 years, one Toyota Corolla car has been sold on average every 40 seconds. Today, it is manufactured in 16 countries in the world. It has been almost steadfast in face-lifting each generation after two years, and replacing it with an all-new model every four year. As a result, it has brought in market its 10th generation model in 2006 in Japan and has been introduced to the US market since October 2007. This product strategy of Toyota Corolla has helped it to be continuously in the Star quadruple. Toyota Camry: It is a mid-size car manufactured in the US, Australia, China, and Japan. In some markets, the top range Camry models are seen as executive cars. The Camry has been the bestselling car in the US, its largest consumer market, for nine of the last ten years starting in 1997, with the only exception in 2001. The first generation Camry was introduced in 1983 and in 2007 the sixth generation Camry has been introduced. The sixth-generation Toyota Camry is the first generation in which it has been available as a gasoline/electric hybrid. EPA fuel economy estimates for the 2007 Toyota Camry Hybrid 38 MPG in city and 40 MPG on highway. Toyota Prius: It is a hybrid electric vehicle and one of the first such vehicles to be massproduced and marketed. The Prius first went on sale in Japan in 1997, and worldwide in 2001. By the end of 2003, nearly 160,000 units had been produced for sale in Japan, Europe, and North America. The Prius has won several awards, including the Car of the Year Japan in 1997/98, the North American Car of the Year 2004, and the European Car of the Year 2005. EPA has recently revised environmental standards and the Prius 2007 has been acknowledged as the most fuel efficient car sold in the US. Its market share in the US is growing each year. In 7 2000, Prius market share in the US was very negligible but by 2005 out of its total sale the US alone had consumed about seventy percent. 7. Organizational Strategy for Growth Toyota has already got market over 200 countries across the globe. Only in 2006, it sold 8. 52 million of its products and has planned to be a number one car producing and selling company by 2008. This ambitious strategy of market penetration is associated with its proficient demographic and psychographic segmentation and targeting. It has successfully got high level of positioning in the mind of the consumers with its brand and distinctive competencies as discussed above disseminating through integrated market communication (IMC) techniques. Toyota has diversified its product with a brand of right car in the right place. For example, it has introduced a flex fuel vehicle in the Brazilian market that will run on 100% bio-ethanol fuel. It has introduced hybrid electric car (Prius) mostly for the market in the US, Japan, and EU. On top of that in each two year it improves looking of its product and in each four year transforms model into new one. By upholding this strategy of product development, Toyota has become successful in managing product life cycle, more specifically it introduces product and keeps the product growing without letting them to be matured and decline. Its exceptional organizational strategy for growth is importantly nurtured by its strategy working with around 522 subsidiaries around the world and successfully creating a wider market chain around the globe. Another way of Toyota’s organizational strategy for growth is that it reads the public mind through its research department that monitors the industry and keeps tabs on demographic and economic developments. Its mission: to predict consumer trends and create a lineup of cars and trucks to capitalize on them. Each professional is expected to spend time out in the field talking 8 to car buyers. The Japanese have a name for it: genchi genbutsu go to the scene and confirm the actual happenings. 8. Market Share While looking at the market share of Toyota in the US market since 1980 to 2006, it is realized that its market share is continuously growing. For example, in the 80s Toyota’s market share in the US was about 5% and that has risen to above 15% by 2006. So in a twenty-five years time Toyota has outstandingly tripled its market share in the US. On the other hand, market share of its three major competitors GM, Ford, and Chrysler is gradually declining. In the 80s GM’s market share in the US was above forty-five percent. But by 2006 GM’s market share has shrunk to 24%. Similarly, in the 80s Ford had more than twenty-three percent market share but by 2006 its market share has come down to sixteen percent. By being successful in increasing market share, Toyota has become the world’s most profitable automaker. In 2006, it sold 2. 5 million cars and trucks in the US market alone. Because, Toyota is already bigger than Chrysler in the US and is about to pass Ford by 2008, Toyota’s presence in the US is now so prominent that the 3,322 business leaders surveyed by Fortune have named Toyota as one of America’s most admired companies. On the financial side, Toyota’s net revenue for the fiscal year 2007 is 23. 94 trillion yen, which is an increase of 13. 8 percent compared to the fiscal year of 2006. In 2007, its operating income has increased by 19. 2 percent to 2. 23 trillion yen. Its net income has increased by 19. 8 percent to 1. 64 trillion yen. All of these figures marked record high. It is estimated that the consolidated vehicle sales for the fiscal year 2008 will be 8. 89 million units. The revenue for the fiscal year 2008 is estimated to be 25. 00 trillion yen. While we compare its net income from 2004 to 2006, it is clearly shown that its net income is increasing each year. For example its net 9 income for the year 2004 was 1,162,998 million yen that increased to 1,171,260 million yen in 2005, and in 2006 that further increased to 1,372,180 million yen. 9. Elements of Marketing Strategy Toyota’s segmentation and target market is guided by its philosophy of ‘right car in the right place’. Toyota has employed both demographic and psychographic form of multiple segmentations and targeted its market on that basis. For example, it has segmented all the countries across the globe as its market. But has also identified its focused market such as the US, Canada, EU, Australia, China, India, and Indonesia. On top of that US is its first priority being the biggest market. It is because, US consumes almost 30% of its products. Its products range with different prices from US $ 10,000. 00 to 30,000. 00 plus. The economy class cars are targeted to lower and middle level income people and the luxury cars are targeted to higher middle and higher income group people. With a variety of product attributes it targets different age group and professional groups of people. For example, for sport people it has sport cars. For environmentally sensitive people it has Prius – environmentally green car. Likewise, it has offered 100% bio-ethanol fuel car in Brazil, where is bio-ethanol potential. Likewise, those who are truck lovers or professional who need trucks, it offers them different variety of trucks. In fact, its marketing strategy – segmentation, targeting, and positioning is nurtured by its variety of offers and product attributes. Further, it has designed its market strategy at different levels – global level, regional level, and national level based on the assessment of customer needs and choices. Toyota focuses its products in market with comfort, kindness, and excitement. Toyota claims that its products harmonize ecology and emotions. One of the key factors for designing segmentation and targeting, Toyota’s analysis is always based on the condition of market, economy, purchasing 10 capacity, and consumers’ choices. Based on these factors Toyota is launching its global motorization strategy with leading-edge technology. Likewise, Toyota has upheld a very strong promotional strategy using integrated market communication (IMC) tool. On top of that, Toyota blog (http://blog. toyota. com) is another very successful mechanism of advertising and promotion. On its blog, Toyota closely pays attention to the voices of its customers and provides responses to a large amount of inquiry. 10. Elements of Market Planning Toyota has adopted three important elements in its market planning – green, safety, and low operating cost. Being based on these three important factors, Toyota has become successful to garner the market opportunity. On the whole, there seem more opportunities for Toyota than threats. However, there are some threats that cannot be denied. Opportunities: Toyota’s market share is growing each year. From about 5 percent market share in 1986, it has acquired more than 15 percent market share in the US in 2006. Its competitors’ market share is declining each year, which is the biggest opportunity for Toyota. Toyota and its competitors have similar segmentation and targeting but in creating positioning Toyota has come off much ahead than its competitors because of its products’ attributes. Further, it is also ahead of its competitors in technology front. For example, it is the first automobile producer that introduced hybrid in the market. Today, the market share for its hybrid is growing exponentially. At the same time, hybrid products of its competitors are not successful. Threats: Besides opportunities in the marketplace, Toyota’s most illustrated product – Prius has not got much success in Europe and its market share is declining in Japan itself. Further, its competitors – GM, Ford, and Chrysler have become more strategic and are being focused on 11 from cutting-edge technology to leading-edge technology. Toyota is growing with ambition to pass the GM but still GM is the number one automobile in the US and the globe. 11. Conclusion From the perspective of marketing strategy, Toyota can be taken as a company that has successfully achieved its mission statement, successfully branded its distinctive competencies, and profoundly achieved its organizational objectives. This success is based on its successful market strategy. This is corroborated by the fact that all of its products studied in this paper (Toyota Corolla, Camry, and Prius) do fall into Star quadruple under the Boston Matrix. In quintessence, it can be said that Toyota is an outstanding case for learning how to build and implement market strategy, get penetration in the market, manage product life cycle, uphold market positioning, best use of integrated market communication (IMC), and branding its product in the mindset of the customer. In short, Toyota is a notable example that proves how important is marketing strategy in the life of a company and managers. References CNNMoney, (2007), America’s Best Car Companies, Mrach 7, 2007 available on http://money. cnn.com/magazines/fortune/fortune_archive/2007/03/19/8402324/index. htm visited on Nov. 20, 2007. Fuel Economy, (2008), 2008 Hybrid Vehicles, available on , http://www. fueleconomy. gov/feg/hybrid_sbs. shtml , visited on Nov. 22, 2007. Kelly Blue Book, (2007), The Most Researched Sedans, available on http://www. kbb. com/kbb/ReviewsAndRatings/default. aspx? trid=3gclid=CKrS8rHMgI8CFTa oGgodgyqT2w#ManufacturerId=49ModelId=286 visited on Nov. 27, 2007. 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