Writing project Part 2 Essay Example | Topics and Well Written Essays - 2000 words

Writing project Part 2 - Essay Example It therefore seeks to justify the need through policy formulation, funding through research and development and technical initiatives to realize energy efficiency. Annotated bibliography Patridge, Robert B. Energy Efficiency: Challenges and Trends for Electric Utilities. S.l.: Diane Pub Co, 2003. http://www.asu.edu/title/energy-efficiency-challenges-and-trends-for-electric-utilities/oclc/795292357 Patridge defines energy efficiency as any positive measures taken to reduce energy consumption. He further states that this involves the deliberate substitute of more energy efficient equipments to produce the same amount of energy with less electricity and changing consumer behavior to cut energy use. He is of the view that energy efficiency is achieved through replacing, upgrading or maintaining existing equipment to reduce the amount of energy needs in lighting, heating, cooling, propelling machines and transportation. I am of the opinion that energy efficiency therefore contributes grea ter energy productivity and economic efficiency as opposed to renewable energy alternatives.... The Wall Street Journal, Before Adding Try Reducing by Sari Krieger. 2012. http://online.wsj.com/news/articles/SB10001424052970203771904574179270925771280 The U.S. government continues to offer a lot of subsidies and tax incentives to expand renewable energy instead of committing funds to energy efficiency and subsidize conservation. Susan Krieger a reporter for Dow Jones Clean Technology Insights in New York notes that billions of funds are pledged in support of renewable energy instead of encouraging the use of less energy in industrial production and domestic use. Those in favor of energy conservation argue that we need more subsidies and tax incentives on insulation, light emitting diodes (LED) in building and industrial systems which in the long-run result to less waste of energy in cooling, heating and lighting. Natalie Mims an energy consultant at Rocky Mountain Institute, Snowmans, Colo says that renewable energy often costs more, take longer to recoup on investment compared to energy efficiency measures which tend to receive less subsidies, tax incentives and funding particularly in research and development. From my point of view I think that newer energy conservation technology may be cost effective even with a high initial cost but are also yet to be embraced by the wider public due to unavailable information. The Natural Resources Defense Council. Renewable Energy For America, Harvesting the Benefits of Home-grown Renewable Energy. 2013. http://www.nrdc.org/energy/ According to a recent study by the Natural Resources Defense Council (NRDC) of America, developing clean renewable energy sources has not only the potential to add to our power supply but also enhance sustainability and environmental protection.

Business Essay Example | Topics and Well Written Essays - 1000 words - 8

Business - Essay Example It was founded in 1962 by Sam Walton, and it was incorporated in 1969. In 1972, Wal-Mart started trading in the New York Stock Exchange. The company recently invested into the grocery business as it generated $258 billion in its sales which was 52 percent of their income that year (Fishman, 2006). The whole concept of the company’s interest in investing in new territories of Russia and Ireland is due to the fact that it has already invested in 15 other countries. It has 8500 stores under 55 different names in these countries (Fishman, 2006). These different stores are operated under the Wal-Mart, company in the United States. Therefore, it is necessary to ensure that all the foreign investment plans are followed to the letter. Numerous companies always have a problem with the manner in which they decide to venture into new markets. Therefore, Wal-Mart should ensure that they create a viable investment plan, which will be favorable for them in the new territory. This will not m ean that they just take their money and buy random shares in the countries’ stocks. This would mean that they have a structured plan with the intention of making things right and meet the standard of their other investments in other countries. Moreover, they should have goals, which can be defined and will elaborate the investment options they had in order to achieve them. Wal-Mart should ensure that it has goals which will enable them to determine their future in these new territories. The investment plan which is being created should show the type of goals they would like to attain. It can be long term or short-term achievement. The real intention for the investment plan should also indicate other issues, which can occur in order to make the company prosper in this territory. This will make it easier for the company to be in a position of making plans which will be suitable for them and the country. The company should also know the amount it is willing to invest and if it w ould fit the type of investment it wants to conduct. The amount of money to be spent will depend on the goals that the company has. It is known that each country which has a potential for growth, will always have brokers who know the market of the region. These people will help the company to understand the country better, and if their plan will be accepted in this new territory. In initiating the investment plan in this territory, the company should be in a position of understanding its comfort level as it takes risks. This means that if the company is determined to take a big risk in order to generate high returns, it would be good for it. However, they should also understand the a big risk might result in a big loss in the investment. It would mean that the company would have to project the market trends of the region in order to know what type of risk it would endure. The company is also advised that when they make their investment plans, they should be in a position of diversif ying their investment selection. This would mean that Wal-Mart would have to know whether they would go for stocks, grocery, warehousing or retail stores. Finally, before making a decision, the company would have to learn the marketplace in these new territories. This implies that the companies have to know how to read the market report, predict the future and project how the movements of stocks take place. This would help the company in knowing how to avoid losses while at the same time understand new investments in the

The Ferrero Group Is A Family Limited Company Marketing Essay

The Ferrero Group Is A Family Limited Company Marketing Essay This paper was written in order to present Ferrero solutions and possible strategies to increase its profit during the period of Christmas 2010, in the UK. The report will comprehend the global chocolate market along with the current trends; with a special highlight on the UK market. First, the situation analysis of the company is the crucial step that will allow us to understand on what the objectives and strategies must be based on. In order to do so, we will undertake a macro and micro environment description and analysis to see how is influenced the company; starting with the company itself, we will define its place in the market, its product line, its culture, and its goals. This will lead us to the study of the collaborators such as the distributors and the suppliers which have a key role in these busy times. Analysing the market size and growth will help us to understand the English customers, their behaviour, their needs and expectations and particularly in such important period. We will also define the appropriate target markets. Certainly, we will also have a look on the competitors of the market; the direct or indirect ones based on their positioning and market shares. And finally a PEST Analysis will help us to understand the current climate and context and the current political, economical, social and technological factors that can have an impact on our objectives. Ferreros budget on this project is  £ 740  000. Based on this budget and on the fact that Christmas count for 40% of the annual sales we expect a 3 % profit increase in comparison with last year. We will give our advices on how implement and control the whole project. Introduction The FERRERO group is a family limited company of the Italian food-processing industry created in 1946 by Pietro Ferrero. The company was founded in 1956 in Alba, Italy. Ferrero ranks today 4th in global confectionery and chocolate. The company is active on five major markets (spreads, dried snacks, chocolate, confectionery and chocolate confectionery pocket), with highly targeted product of international renown such as Nutella, Mon Cheri, Kinder, Ferrero Rock. The company is today employing 21600 people all around the world. Very involved in environmental and social problems, Ferrero is a large sized company which based its success on its core values: fun, innovation, respect for those who manufacture goods and those who consume them, quality and accountability involving all the employees. (MINTEL, 2009) The Corporate Objectives: Peter Drucker in his book Management-Tasks, Responsibilities and Practices suggests that a company should have objectives in each of these goals areas: Market standing Innovation Productivity Physical and financial resources Profitability Management performance and Development Worker performance and attitude Public responsibility Regarding the market standing, Ferrero aims to be leader on the confectionery market. The policy adopted by Ferrero Group is to keep an excellent quality, to be developing markets with products that are unique, different from those of competitors and technologically innovative and have the ability to respond to consumer tastes, whatever their nationality and their age. Over the years, Ferreros policy is to consolidate the position of existing brands, accelerate growth, launching at least one new product every year, always advancing the customer satisfaction invest in the territory and finally promote employment. EXTERNAL MARKETING AUDIT Macro environment PESTE analysis is the tool we used to analyze the strategy macro-external environment within which Ferrero operates. PESTE factors play an important role in value creation opportunities of a strategy. However they are usually beyond the control of the business and must normally be considered as threats or opportunities. (TELLIS,2006) POLITICAL Political factors can affect Ferrero. It could be either an advantage or a disadvantage. Indeed, if taxes increase, therefore consumption decreased and sales of stock decrease. However, if taxes decrease is consumers will probably buy more. Laws and regulations can also affect Ferrero income, especially regarding international trade and food labeling. Also, the Government is very concerned about obesity and is warning the population on the harmful effects of confectionery. ECONOMIC The new Christmas strategy will have to take into account economic factors because they have a strong impact on business. The first factor that could disturb the business is inflation. Prices will go up increasing the production costs of the company but the customers will not agree with paying more money. Also, inflation rates must be involved ina strategy. Indeed, if the interest rates go high then Ferrero will not expand its business. Also if consumers are under pressure due to their loans they would not want to buy unnecessary products. SOCIAL The main social factor which could influence Ferrero business is the current trend of snacking. Indeed, the number of people eating on the go is increasing over the years. Also, any social change taking place outside Ferrero could have an impact on the new strategy. If for example, the birth rate falls, like expectancy will increase. We can suppose that there will be a larger demand on confectionary for middle aged consumers. On the other hand, if the birth rate increases we can assume a larger demand for the young population. Also, diets are a problem. Indeed, all the current studies announced that obesity increases, and will even more in the coming years. This means that demand will decrease, people will prefer a fruit rather than chocolate. Finally, fashion is a contemporaneous factor that changes customers mind and tastes. Even if chocolate is not really the main preoccupation it is still essential to keep in mind that fashion is changing very quickly. Ferrero needs to adapt adverts and promotions in order to keep catching customers attention. TECHNOLOGICAL Today, production is high. This is thanks to high technology machines, quicker and more efficient. Also, factories are enabling high quality mass production. Then, the new ways of communications have improved. Indeed, it is easy and cheap to use Medias such as the internet, magazines, television, newspapers, and the radio to advertise and promote the products. Finally, Internet is still a good place to sell goods, even confectionary ones. This PESTE Analysis allowed us to comprehend the external environment barriers that can affect Ferrero business. This analysis introduces us on the direction that the company should go in order to increase the products success and minimize the cost. We are now going further working on the micro environment factors. Micro-environment The Company What helped Ferrero to reach its position on the international market is based on a few keywords. The first one is the very high quality of each item of their different ranges of products. Actually, the excellence of the raw materials is a determining factor in the companys products performance. Moreover, they are conscious about the fact that being in a long term and strong relationship with the best suppliers is the only mean to offer some of the best products on the market. To make sure that Ferreros products quality meets all the customers expectations and desires, at a reasonable price, Ferrero established a set of rules which constitute its Quality Management System. It is a certification mean applied to standards for raw materials and packaging, choice of suppliers, checking of goods, recipes, production instructionsà ¢Ã¢â€š ¬Ã‚ ¦ In order to reach an entire customer satisfaction, the company worked a lot on its last key success factor: Freshness. To be able to offer the best freshness to each of its product range, Ferrero settled high standards of hygiene and food safety. Being constantly innovating is the last key factor of the brands success. It is evident that Ferreros biggest strength is its continuous research in order to be able to develop and offer new and original products to the consumers. This task is carried out by Soremartec (Socià ©tà © de recherches marketing et technique) whose mission is to study, develop and realize innovative products capable of creating new market sectors, characterized by exclusive ingredients and manufactured using technologically complex production processes. Furthermore, Ferrero is also implied in social issues, environmental causes and cares a lot about food safety. But the companys main characteristic is its way of being GLOCAL. It means that its thinking globally, and its acting locally. That is to say that they are influencing the international market, while taking care about individual localities. These values led the confectionary group to the top, by making its products known and loved by millions of consumers worldwide. Overview of its products Ferreros products are part of the existing chocolate market. Generally, all the products offered are sold at a medium price, and the brand makes the difference playing on the content of the selections. Range of products sold on the market Ferrero classified its product in five categories according to the following logic: Kinder product: the first Ferrero category, is divided itself into three smaller ones: Kinder Bars, such as: Kinder Bueno, Kinder Chocolate, Kinder Maxi,Kinder Country. Chilled Kinders, such as: Kinder Pingui, Kinder Choco Fresh, Kinder Maxi King. Playful Kinder Eggs, such as: Kinder Surprise Kinder Schoko-Bons Ferrero products, is the second category, is made of: Nutella and Duplo products such as Nutella Go, Nutella Snack Drink, the classical Nutella jar and also Duplo and Duplo Nocciolato. As a third category, there are Chocolate products which are presented in transparent boxes: Ferrero Rocks, Raffaello, Mon chà ©ri, Then comes the Sugar Confectionary category, mainly composed of Tic Tac products such as: Tic Tac Tic Tac Silvers Tic Tac King Size Drinks is the last category classifying two Ferrero products: Estathà © and Nutella Snack Drink c. The market The company Ferrero is present on the international market; its geographic distribution is also international. It is a company of large size which invested a lot each year, who obtains a positive growth each year and whose profitability cannot ceases to increase; the subsidiary has seen its turnover multiplied for twelve years. France therefore takes the third place in terms of turnover after Italy and Germany. Ferrero is currently evolving differences on five markets: hazelnuts spread, confectionery chocolate, snacks dry more ultra-fresh, candy pocket, chocolate bars. Our product will position itself therefore on the confectionery market of chocolate. Currently, Ferrrero products located in the category sweets chocolate are at the stage of the maturity. Ferrero group is located in the fourth place in the world in the sector of confectionery. In the UK and over the 2005-2009 period, the consumption (Appendix 1) has increased as well as the total sales in value by an estimated 10%, to  £4.83bn. Chocolate remains the largest of the two main sectors and also showed the highest growth over the period. The Customers Geographical range Ferrero is present in the world, on all continents. Sociodemographic This market being very narrow, Ferrero had tried to expand and make chocolate a food as pleasure according to all. That is why, confectionery shock of Ferrero chocolate are addressed to all ages, all social classes, all nationalities, all religions, all income, all the socio-professional categories, etc. The Ferrero market shares by sector: (Source: ACNNielsen July 2005) à ¢Ã¢â€š ¬Ã‚ ¢ Spreads batter: 89, 2% of the shares of total market: Nutella à ¢Ã¢â€š ¬Ã‚ ¢ Snacks dry and ultra-fresh: 30,3% of total market shares Dry Kinder (Kinder Dà ©lice), Kinder Ultra-fresh (Kinder Pingui, Kinder Chocofresh, Kinder Happy Time) à ¢Ã¢â€š ¬Ã‚ ¢ Confectionery chocolate: 20% Bars (Kinder Bueno, Kinder Maxi, Kinder Country, Duplo, Mouthful and rocks (Ferrero Rocher, Raffaello, Mon Chà ©ri, Ferrero Prestige Confectionery playful (Kinder Surprise, Kinder Shokobons) à ¢Ã¢â€š ¬Ã‚ ¢ The confectionery pocket: 11, 5% of the shares of total market: TIC TAC à ¢Ã¢â€š ¬Ã‚ ¢ The chocolate tablets: 3, 2% of the shares of total market: Kinder chocolate Regarding all these segments, Ferrero is very present for children, it must therefore continue on this track because the chocolates pleasing to children but also to parents who buy for children. And if the mothers buy chocolates to children, is that they are seduced and convinced of the quality of Ferrero chocolates. This means therefore that the targets of Ferrero are fair and respected. Ferrero may not only strengthen its segmentation because it is already very developed on all segments. And it should not ignore in any case a small part of a segment. Chocolate is a food consumption of which quality is constantly increasing. In the years 2000, chocolate becomes a means of comfort, of delight, and pleasure of share its mixture bold and sweet highly taste. It is weapons natural style but also a good anti-stress. Each year, the total production in UK is about 380,000 tones, an increase of 33% between 1990 and 2000. Each year, the consumption of chocolate increases by about 3%, for indicative purposes, in 2002, the consumption of a one person was 4, 86 kg per year. It is by helping of such data that we can explain the excellent results in terms of sales and turnover of Ferrero. Competitors Years ago, the God-fearing and abstemious English Quakers were responsible for the early development of chocolate in the UK. They created the foundations of todays leading confectionery conglomerates. Some of the most famous Quakers names in chocolate making are Rowntree, Fry, Cadbury and Terrys. Then the Swiss took advantage of the market with their technical and commercial expertise. They created Nestle, Lindt, and Tobler perfecting the art of chocolate-making on a large scale. Today, the worlds leading chocolate manufacturer is still the Swiss based Nestle. It is followed by the US based Mars Inc. The other major players have almost the same size and each of them has an essential position in different markets. Philip Morris-owned Jacobs Suchard dominates in most of European countries. Cadbury Schweppes is the UK market leader. By 2010, the Total European Chocolate Market Will Reach a Value of $35.4bn, with Germany accounting for a 32% share, followed by the UK with 25%. Nestle, Mars, Ferrero, Jacobs Suchard and Cadbury are the market leaders. (HOOVERS) Also, the chocolate bars like Crunchie, Picnic, Mars, Snickers, Kit Kat and Violet Crumble account for about 40% of chocolate market sales. But it is the emerging markets in Asia, South America and Eastern Europe which offer the greatest growth prospects for the worlds chocolate makers. Asia, hampered by humidity, often inadequate refrigeration and poor distribution, is nevertheless seen as a major growth market due to its sheer size. International rank of Ferrero, in terms of percentage of Sales in value Distributors Ferreros success is based primarily on the success of different brands developed by the group. But, to maintain this level of excellence, Ferrero must anticipate any change and adapt as soon as possible. This involves the establishment of a supply chain is performing particularly well. With all its products, Ferrero uses the normal distribution channels for small, medium and large retailers. Ferrero uses short distribution channels, 1 or 2 intermediate before end user, allowing an increase in awareness and geographic implementation locations. This choice of circuit is essentially due to the large size of Ferrero as well as its relocation. Its leading position gives it a certain assurance of profitability and its distribution is assured by its experience. INTERNAL MARKETING AUDIT Operating results Regarding the entire Ferrero Group, and despite its kitsch reputation in the UK, it ended the 2008-2009 financial year with a consolidated turnover of 6,345 million euros, an increase of 2.1% (+131 million euros) compared with the previous financial year 2007-2008. The Group worldwide includes 38 trading companies, 18 factories and around 21,500 employees. Strategic issues analysis Marketing objectives will allow us the secure the loyalty of our customers and attract those whoo are not yet convinced. Our core competencies and our competitive advantage are all about quality, taste, and customers satisfaction. Our products are positioned as premium confectionery products on the market. This position is due to the high quality and the relative high price of our products. Finally, regarding the segmentation Ferrero is now globally sold to individual consumers and families from all socio-professional categories. Marketing mix effectiveness Products This strange mix of tradition and modernity is a strategy that, in the design, manufacturing and communications products, is avoiding the beaten track. (KOTLER 2003). Ferrero creates few brands, but always on high value-added niche, where they quickly become leaders. That is because Ferrero plays on latent demand. More than products, the Italian group invents new ways of consuming the candy. With Nutella was born the chocolate spread, and forty years later, Ferrero still holds nearly 50% volume share of the English sector. Thanks to Kinder, children discovered their first chocolate. And the five products of the brand (Kinder Surprise, Kinder Country ) now represent nearly 30% of the group turnover. The Patent Secrecy is also well guarded that any new process invented by the laboratories Ferrero is industrialized by its wholly goods. Ferrero products have a longer life cycle and are almost all in the maturity phase. The packaging is changing but without much disruption. For example, t he product Nutella is still sold in a glass jar and the dominant colors are red and black. But now thanks to Ferreros research and innovation system, there is a product especially created for each event. There are Christmas tree Ferrero Rocher boxes, bell boxes for Easter and Maxi Kinder Surprise Eggs for childrens birthdaysà ¢Ã¢â€š ¬Ã‚ ¦). Price Several factors explain the relative dearness of the Ferrero products. Firstly, there is a historical factor: their products are almost always the first appearing on the various market segments they covet and they quickly become successful. The group can afford to set a high price. Then there is a need to reward quality factor. Ferrero products achieve to have this unique taste because they are made with the best ingredients. Moreover, being a Group highly focused on innovation, Ferrero supports large costs of R D. Finally, Ferrero products are often quasi-monopoly on the segments they occupy; there is no competition from cost. Ferrero is free to set its prices, there are no substitute products having the same quality. The Ferrero Group products are related to high-end products that appeal, however, all segments of customers. Place With all its products, Ferrero uses the normal distribution channels for small, medium and large retailers. Depending on the size and type of linear switching surface, the end product is more or less present. Ferrero uses short distribution circuits, one or two intermediaries before the final consumer. Ferrero products are easily accessible as customers can purchase them while going shopping, in any retail store. If the customers do not go shopping especially to buy a Ferrero product, it can become a purchase on impulse, as generally, on special occasions, these products are settled in end-aisle displays to be visible. Promotion The communication strategy is at hand. Not that advertising is neglected, in Italy the Group is the 2nd of advertisers on TV behind Procter Gamble, all brands and all media. Ferrero spent last year around  £11 million a year in the UK advertising its brands. Ferrero Rocher for example has invested over the past 20 years, more than  £50 million in adverting in the UK.A strong past activity in the UK included a tie-up with The Simpsons. But Ferrero has never forgotten his rural roots, is very down to earth: the product, just the product. Advertising extols the nutritional benefits the Kinder, is more milk and less cocoa. It even explains how to eat the egg. Like all other links in the chain, and contrary to what happens in many other food groups, advertising is an integrated service of the company, which has its own management, Pubbliregia. With a golden rule: Never call on behalf of Ferrero. Because the label is hidden behind Ferrero brands. SWOT ANALYSIS SWOT ANALYSIS STRENGTHS WEAKNESSES INTERNAL ANALYSIS -Awareness of the brands High quality of the products it offers. Constant political revolution of marketing. Great capacity to meet demand. Innovation research/technology Strong dependence on many suppliers Probability of lack of control by the heavy dependence on many providers. OPPORTUNITIES THREATS EXTERNAL ANALYSIS Easy to buy: easily accessible for the customers. Considered as an ideal product for gifting. New flavors Emerging markets. Health regulations Strong competitors/Imitation Internal Environment Description of the Internal Environment is based on strengths and weaknesses. First, regarding the strengths, one of the essential assets that Ferrero possess is the quality of the chocolate. Quality remains the same over the years. Ferrero knows its customers and is able to perfectly meet the demand. Also, regarding RD, continuous researches are done aiming at developing new and original products by Soremartec (Marketing Consulting Agency). Ferrero invest every year in bringing technical and organizational innovation to the production line. Indeed, the uniquely shaped components of Ferrero required the design and construction of unique machinery, not available on the market. On the other hand, Ferrero has a strong dependence on its suppliers (cocoa suppliers for instance). This strong dependence result that the company may have to interrupt its production if the providers do not supply raw materials. This could result to a lack of control then. External Environment The external environment consists of Opportunities and Threats. The main opportunity is the easy access of the product. Customer can find at least one Ferrero products wherever he goes. Ferrero products are considered as an ideal product for gifting (Christmas or Eastern). It is a kind of tradition that will not change soon. However, the introduction on new flavors will help in gaining more market share. Finally, the emergent countries such as China or India are more and more willing to eat as the Western World. On the other hand, new health regulations such as anti-obesity campaigns for instance can have an impact on the chocolate consumption. Also, even if Ferrero is a leader, there are some strong competitors on the market. Some of them are working with the same technology and high quality end products; there is a risk of imitation. MARKETING STRATEGY Target Market For next Christmas 2010, our objective is to put together all our previous segmentations. This trial will last only for a short time (1month). Kinder Surprise and Ferrero Rocher are the top Christmas chocolate gifts. We decided to first target the young audience with children, who will have an impact on their parents decision making process. But we will still target adults and parents (especially mothers), as the price will not be affordable by young people. Marketing Mix Product For next Christmas 2010 the main preoccupation is to assemble people together. The product will a limited edition of Christmas tree made in Kinder chocolate around 1.4 feet height. The tree will be decorated with six Ferrero Rochers and six Moncheri chocolates, by way of ornaments and baubles. The offer will start on the 1st December and will end on the 27th. We will hide 10 little Golden Stars in the whole English production trees. Each Golden star offers a family trip to Dominican Republic for New Years Eve. Price Looking at the competition and our other prices for example during eastern, we will set our price at  £22/Christmas tree. Place Customers will be able to find this product in everyplace where Ferrero already is (Hypermarket, Supermarket, Convenience stores). Also, we will organize in every point of sales within the supermarkets, a special display stand where the trees will be exposed. The offer will be visible on a promotional banner. Promotion In order to promote the tree, we will first use mass media such as television and radio. As we do not have a lot of time, we need to be quick with our communication. On TV we will create a special advert in a Christmas spirit. But we will put together all the three worlds in the ad (the young Kinder, the gourmand Ferrero Rocher, and the subtle Monchà ©ri). We could adapt the famous catchphrase Christmas isnt Christmas without Ferrero by adding together. Together define the Christmas atmosphere, a kind of love one for family and friends. At the end a special flash will announce our special Sunny Christmas offer. On radio, a special short spot will be broadcasted explaining the offer. Positioning brand The positioning must be done according to competitive offers. It is important to differentiate its product or service in the minds of consumers especially in such busy period. According to Kotler et al 2009 matrix (Appendix 3) our Ferrero product is a high quality product with a quite high price. The positioning must be as a premium brand. Indeed the brand is quite expensive in comparison with other chocolates that customer can find. Implementation and Control Budget We will produce 100  000 Christmas trees for the UK market. Our cost of production are estimated at  £150  000. We assume another  £150  000 in order to distribute the product on the whole market. We will need a total  £400  000 for the all the promotion. In order to launch on the radio the advertisement  £25000 are required. The same amount will be necessary to publish the our newspapers campaigns. The display stands will have a cost of  £40  000. Or TV advertisement will cost  £300  000. Finally our special 10 sunny trips offered will cost  £40  000. If all stars are not discovered before the 26th of December, trips will be offered to a children care association. (See appendix 3) Roll on time table Our product manager Dave Tucker and his team will be in charge of the design of the product Our marketing manager Nell McIntosh will be in charge of distribution and promotion of our all concept. Our financial services in collaboration with the production and marketing department will manage the price strategy. Our product will be advertised 15 days before the launching. The offer starts on the first of December and stops the 26th. The aim is to urge people to buy the Christmas tree to introduce all the Ferrero worlds within families. Monitor and Evaluation We will first analyze sales and financial results and comparing them to our projections. If results are positive we will improve the idea next year. If not, we will undertake corrective actions. But analysis the sales is not enough to reveal how well a company is performing among the competitors. Then we will analyze the market shares Then, we will check either the advertising had a catching impact on our customers by post marketing survey and researches. Finally, we will organize some store checks enquiring about the customers satisfaction. These surveys will be conducted in 10 stores asking for their feelings regarding the product, the allocation of shelf space, the price and the promotions underway. BIBLIOGRAPHY Anderson E. and Simester D. (2003) Mind your pricing cues, Harvard Business Review, September. Berger W (2003) Thats advertainment, Business 2.0, March. Brown S. (2001) Torment your customers (theyll love it), Harvard Business Review, September-October. Codol J.P, Tap P.(1988) Revue internationale de psychologie sociale, n ° 2. Dhar R and Glazer R. (2003) Hedging customers, Harvard Business Review, May. Dubois B. (1998) Lart du Marketing, Village Mondial. Drucker P. (1975) Management-Tasks, Responsabilities and Practice. Eliott S. (2006) Letting customers control marketing  : priceless, New York Times, 9 October. Johnson M.D. (2004) Customer portfolio management, Journal of Marketing. Kapferer J.N. (1995) Les marques, capital de lentreprise, Les Editions dorganisation. Kotler Ph.(1967) Marketing Management  : Analysis, planning and control, Prentice Hall. Kotler, Philip (2003) Marketing Management, Prentice Hall. Lendrevie J, Lindon D, (2006) Mercator, 8à ¨me à ©d, Dunod. Malcolm McDonald (2007) Marketing Plans: How to Prepare Them, How to Use Them. Mintel (2010) Chocolate Confectionary, UK. Mintel (2010) Seasonal and Boxes chocolate, UK. Nagle T.T. and Holden R.K. (2002) The strategy and Tactics of Pricing, 3rd edition. Nohria N. (2003) What really works, Harvard Business Review, 81. Pieters R; and Wedel M (2004) Attention capture and transfer in advertising: brand, pictorial, and text-size effects, Journal of marketing. Sangera A. (2005) Too many mission statements, Financial Times, 22 July. Tellis G.T (2000) Which ad works, when, where, and how often? Modeling the effects of direct television advertising, Journal of Marketing Research. Tellis G.T. (2006) Modeling marketing mix, Handbook of marketing research. Underhill P (2000) La Science du Shopping, comment le merchandising influence lachat, Village Mondial. Vettraino-Soulard M.C. (2000) Luxe et publicità ©, Retz. Appendix 1: Western Europe: Consumer expenditure on chocolate confectionery by country (2007)

Outsourcing Jobs :: Globalization, Economics, Economy

It is 2:00 A.M. and you have been surfing the Internet all night. Your computer starts to slow down and suddenly stops. You cannot explain why; you have tried everything in your power to get it running again. It is early in the morning and you are tired, so what are your options? You decide to call the computer company’s help desk. You know it is late, so you are surprised that someone answers your call. The person on the other end of the phone is an outsourced employee. The language barrier makes it difficult to understand, and you become upset. At this moment your main concern is to get your computer working again, so you continue to let the technical support representative help you. After a short time of being on the phone, the representative helps you, and your computer is fixed. Now that your computer is in working order, you return to the thought that you received help from an outsourced office. You were not happy to get a representative from overseas, but now that your problem is fixed, you realize it wasn’t that bad. Many people have the same reaction to this scenario. It is common today to get upset about the use of job outsourcing. The increase of companies that use offshore help is making people talk. The upfront concern is that the use of outsourcing is taking away from jobs in the United States. This may be the popular consensus, but it is not completely true. In reality, the use of job outsourcing does not have a negative effect on the economy in the United States. Americans complain about the loss of jobs to outsourcing, so we need to take a look at our unemployment rate. It would naturally make sense that if a job is placed overseas, it is being taken away from an American worker. â€Å"In truth, companies have outsourced since the Industrial Revolution† (Kakumanu, Portanova, 2006, p. 1). The use of outsourcing jobs is not a new concept; it has just become more popular. â€Å"Offshore outsourcing of labor first became prevalent in manufacturing industries. Labor in other countries was cheaper than America workers, and transportation fell. This made sending work offshore more economical and began a large wave of outsourcing† (Kakumanu, Portanova, 2006, pg 1). Would this then mean that if jobs are being sent overseas in these large waves, there would still be jobs left for American workers?

American History X Essay

American History X is a film that centered on two brothers and how their lives changed when their father died. The story revolved around discrimination and racism. But most importantly, the movie emphasized the capability of an individual to change. The main character, Derek Vinyard, transformed into a racist when his father died â€Å"in the line of duty by a minority† and when he killed two black men who tried to rob him. Before he entered prison, Derek had already a preconceived notion that Blacks were menace to the society and that the Whites were the superior race. However, inside the penal complex, he found out that â€Å"there is good and bad in every race. † So to prevent his younger brother, Danny, from committing the same mistakes, Derek encouraged him to be open-minded and disregard all the things that were inculcated to him when they were members of the Neo-Nazi group (IMDb). This movie was able to show three sociological concepts namely: differential association, racism and social inequality. Differential association is a learning theory which focused on the processes by which individuals come to commit criminal acts (Hamlin). In the film, this was shown when Derek joined the neo-Nazi group; he started to adapt a more delinquent lifestyle like thrashing the local grocery store. Meanwhile, racism is defined as the idea that race sets the difference in the personality or competency of an individual which results to some race being better than the others (Eckert). This concept was portrayed when Seth and Danny were having a conversation. Seth asked Danny who he hated and Danny replied, â€Å"I hate anyone that isn’t white Protestant. They’re a burden to the advancement of the white race† (Kaye). Lastly would be social inequality which refers to the â€Å"ways in which socially-defined categories of persons (according to characteristics such as gender, age, ‘class’ and ethnicity) are differentially positioned with regard to access to a variety of social ‘goods’ like education† (Centre for East European Language-Based Area Studies). In the movie, this was represented when two Black guys were trying to steal Derek’s truck. This shows how some races are well off than the others because they have better jobs, houses and benefits. I think American History X is an eye-opening film about the presence of discrimination, prejudice and hatred in the society due to difference in race. More so, the movie tried to relay the message that delinquency is learned and it can be unlearned if an individual is put in a better environment. When Derek went to prison, he realized that race was not a major issue that separated one individual from another; it was more on how a person presented himself/herself to a group. In the end, it would always be every man for himself in this dog eat dog world. Works Cited â€Å"American History X. † 2009. IMDb. 28 May 2009 American History X. Dir. Tony Kaye. New Line Cinema, 1999. â€Å"New Dimensions of Social Inequality? † n. d. Centre for East European Language-Based Area Studies. 28 May 2009 Eckert, Susan. â€Å"What is Racism, Prejudice, Discrimination, Bias, and Xenophobia? 7 December 2007. Suite101. com. 28 May 2009 Hamlin, John. â€Å"Differential Association Theory. † March 2006. University of Minnesota Duluth. 28 May 2009

Kogi&Earth Essay

View the film about the Kogi. Briefly describe their religion and how it is interrelated in everything they do. What is a mama? Describe the mamas and their religion using anthropological concepts related to religion. What is their prediction for the world? What kind of evidence are they using to support their prediction? The Kogi are a descendant tribe from the Tairona culture, in the Sierra Nevada de Santa Marta in Colombia. They live in a mountain range that literally has its own ecosystem. To them it is a smaller version of the whole world where every climate is possible. They are an isolated tribe that feel it is their job to keep the heart of Aluna beating to help out the Young Brother. They are very dissatisfied about the way that Young Brother is exploiting, devastating, and plunder Aluna, or Great Mother. To the Kogi, there were 9 worlds made from water. The last one which is inhabited by humanity, or Aluna’s children. Their Kankurua, or hut, is designed like the nine worlds. They are made up of rings that circle to the top, with the top one being the apex of Aluna. (http://www.crystalinks.com/kogi.html) The Mama’s, or spiritual leaders, share the tribes history and religion through word of mouth. For the first nine years of a Mama’s life, they are kept in a cave in total darkness to learn the secrets of Aluna. (http://www.labyrinthina.com/kogi.htm). The mother of the Mama will come in to feed the child, but they are usually left in absolute isolation, so when the emerge into the light, they may see the beauty that Aluna has shown them. (http://www.youtube.com/watch?v=urMcofvcMAU) The Kogi are an indigenous tribe that walk around barefoot to keep in contact with Aluna. They aren’t hunter/gathers, they are an agricultural tribe that plants beans, corn, cotton, and gourds. The only food supply they gather is fish. The Kogi are worried about the world and have a dire prediction for the fate of the planet, because Young Brother is cutting Mother up. They are looting her for her resources which is killing her. The evidence to supporting this is that the tundra, which once used to be green is now brown. http://www.crystalinks.com/kogi.html http://www.labyrinthina.com/kogi.htm http://www.youtube.com/watch?v=urMcofvcMAU

USS Colorado (BB-45) in World War II

USS Colorado (BB-45) in World War II The fifth and final class  of Standard-type battleship  (Nevada, Pennsylvania, New Mexico, and Tennessee) designed for the US Navy, the Colorado-class was an evolution of its predecessors.   Devised prior to the building of the Nevada-class, the Standard-type concept called for vessels that had similar operational and tactical traits. This would allow all battleship units in the fleet to operate together without concern for issues of speed and turning radius. As the Standard-type ships were intended to be the backbone of the fleet, earlier dreadnought classes ranging from the South Carolina- to the New York-classes were increasingly moved to secondary duties.   Among the characteristics found in the Standard-type battleships were the use of oil-fired boilers instead of coal and the employment of an  Ã¢â‚¬Å"all or nothing† armor arrangement.   This protection scheme called for important areas of the battleship, such as magazines and engineering, to be heavily protected while less critical spaces were left unarmored. It also saw the armored deck in each ship raised a level so that its edge was in line with the main armor belt. In terms of performance, Standard-type battleships were to possess a tactical turn radius of 700 yards or less and a minimum top speed of 21 knots.    Design Though largely identical to the preceding Tennessee-class, the Colorado-class instead carried eight 16 guns in four twin turrets as opposed to the earlier ships which mounted twelve 14 guns in four triple turrets. The US Navy had been discussing the use of 16 guns for several years and following successful tests of the weapon, debate ensued regarding their use on the earlier Standard-type designs. This did not occur due to the cost involved in altering these designs and increasing their tonnage to accommodate the new guns.   In 1917, Secretary of the Navy Josephus Daniels finally authorized the use of 16 guns on the condition that the new class not incorporate any other major design changes. The Colorado-class also mounted a secondary battery of twelve to fourteen 5 guns and an anti-aircraft armament of four 3 guns.    As with the Tennessee-class, the Colorado-class utilized eight oil-fired Babcock Wilcox water-tube boilers supported by a turbo-electric transmission for propulsion. This type of transmission was preferred as it allowed the vessels turbines to operate at optimum speed regardless of how fast the ships four propellers were turning. This led to an increase in fuel efficiency and improved the ships overall range. It also permitted a greater subdivision of the vessels machinery which enhanced its ability to withstand torpedo strikes. Construction The lead ship of the class, USS Colorado (BB-45) commenced construction at New York Shipbuilding Corporation in Camden, NJ on May 29, 1919. Work progressed on the hull and on March 22, 1921, it slid down the ways with Ruth Melville, daughter of Colorado Senator Samuel D. Nicholson, serving as sponsor. Following another two years of work, Colorado reached completion and entered commission on August 30, 1923, with Captain Reginald R. Belknap in command. Finishing its initial shakedown, the new battleship conducted a European cruise which saw it visit Portsmouth, Cherbourg, Villefranche, Naples, and Gibraltar before returning to New York on February 15, 1924. Overview: Nation:  United StatesType:  BattleshipShipyard:  New York Shipbuilding Corporation, Camden, NJLaid Down:  May  29, 1919Launched:  March  22, 1921Commissioned:  August 20, 1923Fate:  Sold for scrap Specifications (as built) Displacement:  32,600  tonsLength:  624  ft., 3 in.Beam:  97  ft., 6 in.Draft:  38  ft.Propulsion:  Turbo-electric transmission  turning 4 propellersSpeed:  21  knotsComplement:  1,080  men Armament (as built) 8 Ãâ€" 16  in. gun (4  Ãƒâ€" 2)12  Ãƒâ€" 5 in. guns8 Ãâ€" 3 in. guns2 Ãâ€" 21 in. torpedo tubes Interwar Years Undergoing routine repairs,  Colorado  received orders to sail for the West Coast on July 11.   Reaching San Francisco in mid-September, the battleship joined the Battle Fleet. Operating with this force for the next several years,  Colorado  engaged in a goodwill cruise to Australia and New Zealand in 1925. Two years later, the battleship ran aground on Diamond Shoals off Cape Hatteras. Held in place for a day, it was eventually refloated with minimal damage. A year later, it entered the yard for enhancements to its anti-aircraft armament. This saw the removal of the original 3 guns and the installation of eight 5 guns. Resuming peacetime activities in the Pacific,  Colorado  periodically shifted to the Caribbean for exercises and aided the victims of an earthquake in Long Beach, CA in 1933. Four years later, embarked a contingent of NROTC students from the University of Washington and the University of California-Berkeley for a summer training cruise. While operating off Hawaii, the cruise was interrupted when Colorado was ordered assist in search efforts following the disappearance of Amelia Earhart. Arriving in the Phoenix Islands, the battleship launched scout planes but could not locate the famed pilot. Arriving in Hawaiian waters for Fleet Exercise XXI in April 1940,  Colorado  remained in the area until June 25, 1941 when it departed for Puget Sound Navy Yard. Entering the yard for a major overhaul, it was there when the Japanese attacked Pearl Harbor on December 7. World War II Returning to active operations on March 31, 1942,  Colorado  steamed south and later joined USS  Maryland  (BB-46) to aid in the defense of the West Coast. Training through the summer, the battleship shifted to Fiji and the New Hebrides in November. Operating in this vicinity until September 1943,  Colorado  then returned to Pearl Harbor  to prepare for the invasion of the Gilbert Islands. Sailing in November, it made its combat debut by providing fire support for the landings on  Tarawa. After aiding troops ashore,  Colorado  traveled to the West Coast for a brief overhaul. Arriving back in Hawaii in January 1944, it sailed for the Marshall Islands on the 22nd.   Reaching Kwajalein,  Colorado  pounded Japanese positions ashore and aided in the invasion of the island  before fulfilling a similar role off Eniwetok. Overhauled at Puget Sound that spring, Colorado departed on May 5 and joined Allied forces in preparing for the Marianas Campaign. Beginning on June 14, the battleship commenced striking targets on Saipan, Tinian, and Guam. Supporting the landings on Tinian on July 24, Colorado sustained 22 hits from Japanese shore batteries which killed 44 of the ships crew.   Despite this damage, the battleship continued to operate against the enemy until August 3. Departing, it underwent repairs on the West Coast before rejoining the fleet for operations against Leyte. Arriving in the Philippines on November 20, Colorado provided naval gunfire support for Allied troops ashore. On November 27, the battleship took two kamikaze hits which killed 19 and wounded 72. Though damaged, Colorado struck targets on Mindoro in early December before withdrawing to Manus for repairs. With the completion of this work, Colorado steamed north to cover the landings in Lingayen Gulf, Luzon on January 1, 1945.   Nine days later, friendly fire struck the battleships superstructure killing 18 and injuring 51. Retiring to Ulithi, Colorado next saw action in late March as it hit targets on Okinawa prior to the Allied invasion. Holding a position offshore, it continued to attack Japanese targets on the island until May 22 when it departed for Leyte Gulf. Returning to Okinawa on August 6, Colorado moved north later in the month following the end of hostilities. After covering the landing of occupation forces at Atsugi Airfield near Tokyo, it sailed for San Francisco. Following a brief visit, Colorado moved north to participate in Navy Day festivities at Seattle.   Final Actions Ordered to take part in Operation Magic Carpet, Colorado made three voyages to Pearl Harbor to transport American servicemen home. In the course of these trips, 6,357 men returned to the United States aboard the battleship. Moving to Puget Sound, Colorado left commission on January 7, 1947.   Retained in reserve for twelve years, it was sold for scrap on July 23, 1959.

Abortion and Virtue Ethics

Abortion and Virtue Ethics Abortion is one of those issues that force a person to take sides. There is no middle ground in this issue. The bone of contention centers on the meaning of human life because once it has been established, one can determine whether abortion is murder or another medical procedure.Advertising We will write a custom essay sample on Abortion and Virtue Ethics specifically for you for only $16.05 $11/page Learn More It is a procedure that a woman can avail because she owns her body, so the argument goes. Therefore, she has the right to terminate her pregnancy. This paper will examine the underlying issues regarding abortion and then, use virtue ethics to determine the best course of action. The Problem with Abortion At the most basic level abortion is the termination of pregnancy (Haney, p.10). This termination procedure can be performed in different ways but the end goal is the death of the fetus or embryo. It must be pointed out that abortion after the third tr imester of pregnancy is illegal. However, abortion prior to the third trimester is legal in many areas in the United States of America. The legal justification is based on a Supreme Court ruling in 1973 – Roe vs. Wade – wherein the Supreme Court Justices agreed that women have a choice regarding their pregnancy and if they want to terminate it or not. The opinion of the Supreme Court justices was based on the idea that pregnancy can be divided into trimesters (Payment, 44). They decided that a woman can chose to terminate the pregnancy and in effect kill the fetus or embryo as long as it is still within the first trimester. After the second trimester a woman can still choose to abort the fetus but the State has the right to impose restrictions. The State also has the option to make the procedure illegal in the final trimester. The main reason given can be summarized in the following statement: â€Å"The mother’s right to privacy becomes less important than the fetus’s right to life only when the fetus could possibly survive without the mother – at around six months† (Payment, p.44).Advertising Looking for essay on ethics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Therefore, the main reason why a woman can choose to end pregnancy is that she has full control of her body and the fetus. But in the third trimester the baby can live without the mother’s support and therefore it is considered murder. Those who support the right of a woman to an abortion even after the final trimester makes the assertion that the Constitution does not provide any legal rights for a child that is still within the mother’s womb. In other words a child has to be born first before he or she can enjoy the same rights as others. The logical explanation of legal experts in Roe vs. Wade is full of glaring weaknesses. For instance, legal experts are unable to prove beyond reasonabl e doubt that a three month old fetus does not have the capability to feel and hear the various biological stimuli that occurs outside the womb. In other words they have no way to determine if a three month old fetus is already a living being and should be treated the same way as a baby. Pro-life groups even insisted that a week old fetus must be considered â€Å"alive† and it is difficult to prove them wrong when technology enables people to hear the heartbeat of a fetus even when it is still a few weeks old. In other words there are so many things that are not yet known, now, what if the legal experts made a mistake? If legal experts made decisions based on incomplete information then members of pro-life groups are correct when they say that abortion is tantamount to murder. This is a serious charge. Murder must not be taken lightly especially when viewed from the perspective of a hapless human being trapped in the womb of a woman who can decide that this unborn child is an inconvenience that must be discarded. However, pro-choice groups made the counter-argument that a woman has control of her own body.Advertising We will write a custom essay sample on Abortion and Virtue Ethics specifically for you for only $16.05 $11/page Learn More This argument makes sense when a pregnancy threatens the life of a pregnant woman. There are also those who contend that rape victims who got pregnant as a result of the sexual assault must also have the right to abortion. It has been made clear that abortion is a polarizing issue. The pro-life groups have the right to contest the judgment made by the US Supreme Court because this is a nation established on the ideals of freedom and human rights. This is especially true for those who cannot fight for themselves. A fetus has no power over doctors and women who view them as inconveniences rather than human beings. Consider the fact that the United States government sends troops to fight for the op pressed, to break the stronghold of tyrants. It is therefore important to protect hapless fetuses and babies in this country. On the other hand this nation was also established on the principle that the law is based on reason and not emotion. When forced to choose between a woman’s life and a still unborn fetus, a doctor will not hesitate to choose the life of a dying mother. The choice is easier when it comes to the possibility that mother and child cannot survive if an abortion is not performed. But in most instances it seems that abortion is considered for no other reason except unwanted pregnancy. Virtue Ethics In a dilemma like this one it is helpful to have an ethical framework that can be used to determine the right course of action. It can be argued that in the case of abortion the best tool is virtue ethics. It is different from other moral theories because instead of focusing on duty, virtue ethics focuses on character (Darwall, p.1). Its emphasis is on how things s hould be instead of what has to be done (Darwall, p.1). It is about having the â€Å"appropriate inner states† (Athanassoulis, p.1). Instead of focusing on doing the right thing, this ethical framework enables the person to focus on a goal. The rationale of the goal makes the action right.Advertising Looking for essay on ethics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The goal must be the development of character and the appropriate inner state. These two must go together as one. By eliminating the need to perform a certain duty or to obey a particular set of rules, the anger and frustration felt by women who wanted abortion suddenly dissipates. There is less tension and there is less conflict because no one is forcing another person to adhere to a particular belief system. In the land of the free, human rights and the right to choose are sensitive topics. No matter how convincing the argument is with regards to scientific basis of abortion in the final trimester, there is no way that it can be used against pro-life groups. The same thing can be said for people who force their ideas on those who believe that a woman has the right to choose to end her pregnancy. Now, using virtue ethics, a woman contemplating abortion is asked to determine her life-goals in terms of character and having the right inner state. If the principles of virtue ethics are applied to this situation then the woman has to determine if abortion leads to character or a state of well-being that she will not regret for the rest of her life. In this stage of introspection – using the virtue ethics framework – it is possible that some of the women contemplating on terminating their pregnancy will come to realize that they wanted abortion for no other reason than to get rid of the fetus because it is an obstacle to financial and career success. These women are convinced that an unexpected pregnancy can derail their plans. But through the guidance of virtue ethics they will also realize that the reason why they were struggling with unwanted pregnancy is that they lead a promiscuous lifestyle. This awareness leads to another realization that terminating their pregnancy at this point in their lives does not guarantee that they will not need another abortion in the near future. The goal therefore is for them to alter their lifestyle and not to abort the fetus within their womb. Using the same ethical framework, there are women who will realize that another important thing to consider is not the inconvenience that an unwanted pregnancy brings but the long-term effects of abortion to their mind, body, and spirit. The goal is not just character but a healthy mind and inner-peace and these are more precious than anything else in the world. Consider for instance the phenomenon known as postabortion syndrome. It is a form of posttraumatic stress disorder â€Å"and its symptoms can include: a) anxiety, depression, suicidal feelings, difficulty sleeping, guild, a feeling of numbness and alcohol or drug abuse† (Haney, p.67). A woman can easily discard a fetus or full-term baby but the after effects of abortion can stay with her for the rest of her life. It is easy to understand why there is such a thing as a postabortion syndrome. A woman feels the living thing inside her. It is more dreadful if the fetus has become a baby after entering the final trimester of pregnancy. The woman already is well-acquainted with a full-grown fetus inside of her. Therefore, there is such a profound effect when she could feel the doctor’s tools forcing the fetus out of her body. The feelings are suppressed but the mind has a way of dealing with the stress and manifests itself into different forms of symptoms (Lee, p.25). It is critically important to consider both character and the inner-state of the woman. Discussion Virtue ethics is a perfect tool for analyzing a deeply polarizing issue like abortion. By using virtue ethics there is no need to force others to follow a certain path. By doing so every woman desiring to terminate pregnancy is given a choice. The ability to choose is not based on her desires but in accordance to the pursuit of character and inner-peace. Thus, there is freedom of choice and there is no room for regrets. In application the woman who wanted to get rid of the child she is carrying in her wo mb would have to think twice before deciding to terminate her pregnancy. But the woman who is fully convinced that her life is in danger can opt for abortion because she believes that the baby cannot survive without her. Thus, after the abortion there is no inner-struggle that can trigger a wave of depression and anxiety. The only weakness of virtue ethics is that it is dependent on the mindset and character of the person. It requires insight to know the value of character and inner-states – an ability absent in many people. Conclusion Virtue ethics is the best tool to use when it comes to dealing with abortion. The underlying issues of abortion are based on freedom of choice. However, this ethical framework reminds everyone that the freedom to choose is useless if the decisions made does not build character and help people become the best that they could be. The importance of virtue ethics is based on the fact that it helps guide women to do what is best for them without the feeling that they are being coerced to do something against their will. Athanassoulis, Nafsika. Virtue Ethics. Internet Encyclopedia of Philosophy. 7 July  2010 Web. https://www.iep.utm.edu/virtue/#SH2b. Darwall, Stephen. Virtue Ethics. MA: Blackwell Publishing, 2003. Haney, Johannah. The Abortion Debate: Understanding the Issues. NJ: Enslow Publishers, 2008. Lee, Ellie. Abortion, Motherhood, and Mental Health: New York:  Walter de Gruyter, Inc., 2003. Payment, Simone. Roe v. Wade: The Right to Choose. New York: Rosen Publishing.

Autism 2

Autism 2 Essay There are many diseases and disorders that plague todays society, but one of the most serious of those disorders is autism. Autism is not nearly as widely known as the familiar Downs Syndrome, yet, surprisingly, autism is far more widespread. In fact, autism is the third most common developmental disability, affecting 400,000 people worldwide (Autism Society of America). As of yet there is no cure for this debilitating disorder, only a variety of treatments. Autism is a developmental disability, not a mental illness, that typically appears during the first three years of life and affects 15 of every 10,000 individuals. No one is certain why it occurs, but researchers have found that MRI (Magnetic Resonance Imaging) scans of people with autism show abnormalities in the structure of the brain. Significant abnormalities include differences in the cerebellum and in the size and number of Purkinje cells within the brain. Sometimes there is a pattern that exists within families from generation to generation. This indicates the possibility that autism is genetically related. However, no gene has been found. Every person with autism is different and there is no set type or typical person with autism. This is because autism is a spectrum disorder, meaning that symptoms and characteristics of the disorder can present themselves in a variety of ways, from mild to severe. Usually children with autism have deficiencies in both verbal and non-verbal communication. Their language develops slowly or not at all and they have very short attention spans. They often lack social skills and will spend time alone, rather than with others. In more severe cases, children have unusual reactions to physical sensations such as being overly sensitive to touch or under responsive to pain. Most commonly, children with autism lack imagination and imitate others ideas, rather than initiate their own. Lastly, behavior is greatly affected by autism. They may be overactive or very passive and throw frequent tantrums, injuring themselves, for no apparent reason other than to gather attention. They often lack common sense and show aggressive or violent behavior. While some people only show one or two symptoms, others have all or nearly all and find it extremely difficult to function in society. People with autism do live normal life spans and the behaviors associated may change or disappear over time. As of yet, there is no cure for autism. However, with the proper treatment, many of the behaviors can be positively changed. Some of the treatments include behavioral training, teaching of communication and social skills, auditory training, medications, and a change in diet. Behavioral training or modification, as it is also called, deals with changing or extinguishing inappropriate behaviors and increasing positive behaviors. A few methods are used to do this. One way is self-management where the individual monitors their behavior and receives self-reinforcement. Another method used is modeling. This is when the teacher or therapist demonstrates what is being done so the child can model the steps. Behavioral training is effective in stopping self-inflicted pain by shaping and distributing positive reinforcement. The teaching of communication and social skills is an integral part of treating autism. Speech therapy may include gaining language skills or learning sign language. Some devices are used frequently such as picture communication boards. Another device is used with a trained professional supporting the hand or arm of the person helping them to punch keys on a device. This technique, called facilitated communication, is highly controversial because it is sometimes thought that the facilitator is directing the persons arm unknowingly. One of the main characteristics of autism is the lack of understanding of social cues (Autism Society of America). The person with autism may be taught how to communicate in social situations or respond to certain facial expressions and emotions. If the emphasis is on social communication, a speech therapist will work closely with the child to ensure proper communication in social situations. Auditory training is sometimes used for those individuals who are oversensitive to sound. An audiologist plays a different variety of sound frequencies in this therapy. Food allergies and sensitivities have been shown to produce a variety of symptoms associated with autism .

Discuss some of the key challenges in the reporting of war from the Essay

Discuss some of the key challenges in the reporting of war from the frontline and the roof top. What are the implications for re - Essay Example Due to such a high level of overall importance with relation to the role that the these reporters play in integrating key facts to the general public, this analysis will consider the key challenges that front line journalists face, key challenges that roof-top journalists face, the issue of balance/bias in reporting, and the implications for reporting upon and understanding conflicts in the current system. As a function of this, this short analytical piece will seek to define the roll of a rooftop reporter as well as the role of an embedded reporter, seek to draw inference to the types of situations they have been, and likely will continue to be exposed to within the near future as well as drawing a level of interpretation with regards to overall bias that such journalists must face. Firstly, with regard to the front line journalist, this is something that has been in existence since the earliest conflicts in human history. There have always been citizen reporters that had sent lette rs or messages home so that these could be read by the appropriate authorities/loved ones as a means of better understanding the given conflict (Cameron et al 2005). After the Crimean War, the role of the war journalist and front-line reporter was greatly aided by the inclusion of photographic images that detailed the plights of the combatant and the harsh realities or patriotic fervor that was intended to be represented. Of course the advent of film greatly added to the means whereby the front line reporter could hope to integrate key information to the audience. Likewise, the availability of the internet and the use of satellite phones enabled with video has only served to further enhance the role that these reporters play in bringing key facts to the viewing populace at home (Boylan 2011). Although the role of the front-line reporter has enabled individuals half a world away to quickly understand and integrate with certain aspects of the situation that is unfolding on the ground, it does represent a unique level of key challenges which will be discussed. The first of these determinants is of course the full scope and overview that the front-line reporter is able to understand and integrate with. Although it is useful to integrate with the viewing public how the situation appears on the micro scale, this is of course invariably at the expense of a more full and nuanced view of how the broader conflict is progressing (Hannon 2008). Similarly, with regards to the overall balance and bias that is interjected into the report, the proceeding section will cover this in some depth; yet, suffice it to say that the level to which non-bias can be presented with a reporter who is ultimately embedded with shareholders within the conflict is quite high (Emeigh 2003). The use of the embedded reporter was perfectly exhibited during the recent invasion of Iraq. The United States, as well as the United Kingdom and other actors, participated in the action all the while utiliz ing embedded reporters within their armies as a means of reporting back to the citizen at home with regards to t

Compare the LandAllotment Strategy used with the Choctaws with the Essay

Compare the LandAllotment Strategy used with the Choctaws with the Treaty Strategy that was applied to the Cherokee. What are the key differences between both - Essay Example While none of tribes were happy about this removal policy, simple demographics placed different tribes on different footing. Georgia, for instance, was the only one of the original American states in which Indians controlled the majority of the land on American independence (Anderson, 1991). Land allotments, therefore, would have defeated the purpose of removal. The status quo, in terms of land ownership, would have been preserved in large part. This, in addition to the discovery of gold in 1829 and the United States Supreme Court's refusal to treat the Cherokee as an independent nation, compelled a tougher stance. This tougher stance resulted in the Treaty of New Echota of 1835. This treaty strategy was based on a simple land swap philosophy. The Cherokee would cede their lands in Georgia and receive new lands in Oklahoma. There was no provision made for land allotments and the treaty became a heated topic among the Cherokee. More particularly, the majority opposed the treaty and rejected removal while a minority supported the treaty. The treaty party left voluntarily in 1836 and resettled in Oklahoma; the majority, however, refused to leave Georgia (Wallace, 1993). As a result, military troops were called in and these Cherokee were forced at gunpoint to leave Georgia and to walk to their new lands in Oklahoma. The consequences were extraordinarily severe. This forced march, known as the Trail of Tears, took place in the winter and the Cherokee had inadequate food supplies and inadequate clothing and shelter. Many Cherokee died of hunger and disease. There was nothing flexible about the Treaty of New Echota, it was signed by an unrepresentative minority, an d the consequences were devastating to many Cherokee. Choctaw and the Land Allotment Strategy The Choctaw also signed a treaty; significantly, however, this treaty provided a type of opt-out clause. This opt-out clause has come to be known as the land allotment strategy and it provided that under certain conditions the Choctaw, individually, could opt to receive certain land allotments in lieu of removal. Thus, some Choctaw could remain in the state of Mississippi as provided in Article Fourteen of the Treaty of Dancing Rabbit Creek: Each Choctaw head of a family being desirous to remain and become a citizen of the States, shall be permitted to do so, by signifying his intention to the Agent within six months from the ratification of this Treaty, and he or she shall thereupon be entitled to a reservation of one section of six hundred and forty acres of land, to be bounded by sectional lines of survey; in like manner shall be entitled to one half that quantity for each unmarried child which is living with him over ten years of age; and a quarter section to such child as may be under 10 years of age, to adjoin the location of the parent. If they reside upon said lands intending to become citizens of the States for five years after the ratification of this Treaty, in that case a grant in fee simple shall issue; said reservation shall include the present improvement of the head of the family, or a portion of it. Persons who

Global Operations Management Essay Example | Topics and Well Written Essays - 1500 words

Global Operations Management - Essay Example For a manufacturing company like PPQ Parts Manufacturing Company software enabled supply chain management is the most needed for sustainability in the industry. Materials Requirement Planning For managing the inventory which is needed for the producing the end product materials requirement planning is needed, which is mainly software based in the companies in these days. It is required to maintain the right level of inventory; company should make sure that there is no shortage of raw materials or no excessive materials (Chase et al, 2006, p.675-676). A manufacturing company should be more focused in this area to increase efficiency of business. Capacity Requirement Planning Capacity requirements planning is the process of evaluating that the company can meet the current need and projected need of production with the installed capacity or not. If there is need for additional capacity then the concerned authority takes the remedies (Heim and Compton, p.209). For a manufacturing company like PPQ Parts periodical analysis is necessary and this would be more effective if software tool is used for assistance. Enterprise Resource Planning Enterprise Resource Planning is a system which integrates the departments of an organization to make the management system more effective. For a manufacturing company it is needed to improve the efficiency of the work process which includes management of production, sales management and the financial affairs of the company (Leon, 2007, p.14). Pros and cons of the Software Systems To effectively manage the process of the organization the management of the company should take help of a software system instead of doing it manually. The management should take care that the software product is best for their organization which depends on many factors like the size of the organization, the cost of the software product, the user-friendliness of the product and the compatibility of the product with the current systems. PPQ parts manufacturin g company wants a software package to make efficient their overall process. To suggest efficient software package the factors which are necessary for an analyst are the size of the firm, the employees working in the company, how many users would use the software directly, which information are not given. The six software systems selected by the analyst and their pros and cons are as follows: Software Cost Compatibility with Current Systems Functionality User-Friendliness Other Factors Remarks Intuitive (Consona) Average. The system used is Microsoft .Net and database is SQL server 2003 Administration and installation much easier (as .Net used). Simple process in the ERP package. Easy to use. Efficient Business Intelligence. 10% MS Access used. Internet compatibility outside the server environment requires MS terminal Server and Advanced Configurator Efficient but cost may be higher for some companies SAP Business One (SAP) Per User Licensing Model ($20000 for 5 users). Depend upon c ustomization Compatible with basic systems Provide accurate information, help to take

Examine the reasons and implications of the decline of trade unions in Essay

Examine the reasons and implications of the decline of trade unions in Australia - Essay Example The greatest decline of trade unionism however occurred in the 1990s and was attributable to a combination of government and employer policies which have resulted in a populace focused on free enterprise rather than collectivism. Trade unions by definition are an organized body established to principally negotiate pay rates and employment conditions on behalf of its members; such bodies generally comprise a collective of workers who are separately and jointly assigned as representatives of its members in dealing with management (Aktaruzzaman, 2006). In other words their purpose is to protect their members by improving and maintaining their employment conditions and keeping non-unionists out of the labour market (Time of our lives, 102). The problem with this model of representation however, is that empowerment is taken from the people under representation; they become passive observers while trade union reps solve problems on their behalf exterior to the workplace environment. Trade unions are also part of government structure in much the same way as political parties and thus must adhere to the laws of government and democracy. Support from trade unions towards governments however, wavers in accordance with the level of shared labour market goals and the extent to which they can increase power (Johns, 2002). They are astute at â€Å"positioning themselves in civil society† (Johns, 2002, p.3) but are weighted with their involvement with government by being placed alongside government as the primary cause of its own demise. This was never more evident than when they worked in support of the Labour government to lay the way for an economy that was more open and included enterprise bargaining (Johns, 2002). Employment conditions within Australia were primarily decided by state and federal awards that opted in favour of union members but the situation changed after 1986 whereupon awards were changed, enterprise bargaining came into existence and agreements w ith non-union members were provided for collectives (Bowden, 2009). Late in the 1980s awards were restructured (Bowden, ), and starting with Keating’s Industrial regulations Reform Act 1993 that introduced enterprise bargaining, followed by Howard’s Workplace Relations Act 1996 (Cranston, 2000; Caspersz, 2007) that provided for individual workplace agreements (Bowden, 2009) as well as collective agreements between employees and companies (Johns, 2002), and then a further amendment in 2006, it seems that government support for unions has disappeared (Sappey, Burgess, Lyons & Buultjens, 2006, cited in Caspersz, 2007, p.3). Added to this, the majority of Australian states implemented laws to stop compulsory membership of unions in order to make the transition from award systems to those focused on individual enterprise and bargaining more effortless, and later the federal government under Howard brought obligatory membership to an end (Leigh, 2005). Such legislations crea ted a massive exodus of union members who were then given choice rather than obligation to pay their union dues. Trade unions during this time faced massive changes in terms of legislative deregulation of the labour market (Cranston, 2000) which in turn affected the financial and economical sectors of the

The relationship between gender differences and the 'double bind' as Essay

The relationship between gender differences and the 'double bind' as important drivers of the glass ceiling in leadership - Essay Example Where higher thresholds of women leadership are presented, gender differences in leadership are less significant; however, where the glass ceiling or barriers to leadership are significant and are placed at lower thresholds, the gender differences in leadership are very wide. This study is on gender and leadership, specifically focusing on the relationship between gender differences and the ‘double bind’ being important drivers of the glass ceiling in leadership. Body It is important to understand first the concept of the glass ceiling. This term was first used in the 1980s mostly to refer to the barriers against women and also minorities in reaching leadership or corporate manager roles (Johns, 2013). Most governments have acknowledged that despite their best efforts to legally secure equal rights and opportunities for men and women in leadership roles, women and minorities still occupy only a small percentage of management positions and roles. Artificial barriers are s till very much preventing them from gaining more ground as leaders (Johns, 2013). In the US, a Glass Ceiling Act was even established in order to impact how businesses are filling in management positions, how developmental leadership skills are being enhanced for advancement into these positions, the compensation programmes in the workplace, and the creation of annual awards for excellence. A Glass Ceiling Commission established in 1995 identified barriers against women securing management positions. These barriers included societal, political, and internal business practices and structures (Johns, 2013). Societal barriers included prejudice, cultural, and ethnicity-based differences. Governmental barriers include the lack of sustained monitoring for compliance, weak enforcement of provisions, as well as poor recruitment and outreach issues (Johns, 2013). Companies often prefer to promote the current employees they have, not wanting to add women, even those who are highly qualified into their pool of managers. Even when installed in managerial positions, these women are still subjected to barriers relating to the styles of gender communication, socialization practices, as well as behaviour (Rajah et al., 2011). Moreover, career course barriers also serve as barriers on women seeking managerial positions. These barriers include limited guidance and mentoring opportunities, dead-end positions, different assessment practices for men and women, and difficulties in accessing informal levels of communication (Zimmerman et al., 2008). The barriers discussed above are still persistent today. The social support system for instance prevents women from gaining leadership positions, especially in relation to their work-family conditions as governments are not providing institutional support for working mothers (Johns, 2013). Women therefore are significantly challenged in balancing the demands between work and home (US Congress Joint Economic Committee, n.d.). A report fr om the US Congress Joint Economic Committee (n.d.) also indicated that the US does not grant incentive for parents, especially women seeking parental leaves as much as other members of the Organisation for Economic Cooperation and Development (OECD). The US only grants as much as 12 weeks, while other countries grant up to 18 weeks of parental leave (Johns, 2013). Limited flexibility in work conditions is a major factor holding women back in their work advancement. American women ordinarily take on a primary role in

Global Operations Management Essay Example | Topics and Well Written Essays - 1500 words

Global Operations Management - Essay Example For a manufacturing company like PPQ Parts Manufacturing Company software enabled supply chain management is the most needed for sustainability in the industry. Materials Requirement Planning For managing the inventory which is needed for the producing the end product materials requirement planning is needed, which is mainly software based in the companies in these days. It is required to maintain the right level of inventory; company should make sure that there is no shortage of raw materials or no excessive materials (Chase et al, 2006, p.675-676). A manufacturing company should be more focused in this area to increase efficiency of business. Capacity Requirement Planning Capacity requirements planning is the process of evaluating that the company can meet the current need and projected need of production with the installed capacity or not. If there is need for additional capacity then the concerned authority takes the remedies (Heim and Compton, p.209). For a manufacturing company like PPQ Parts periodical analysis is necessary and this would be more effective if software tool is used for assistance. Enterprise Resource Planning Enterprise Resource Planning is a system which integrates the departments of an organization to make the management system more effective. For a manufacturing company it is needed to improve the efficiency of the work process which includes management of production, sales management and the financial affairs of the company (Leon, 2007, p.14). Pros and cons of the Software Systems To effectively manage the process of the organization the management of the company should take help of a software system instead of doing it manually. The management should take care that the software product is best for their organization which depends on many factors like the size of the organization, the cost of the software product, the user-friendliness of the product and the compatibility of the product with the current systems. PPQ parts manufacturin g company wants a software package to make efficient their overall process. To suggest efficient software package the factors which are necessary for an analyst are the size of the firm, the employees working in the company, how many users would use the software directly, which information are not given. The six software systems selected by the analyst and their pros and cons are as follows: Software Cost Compatibility with Current Systems Functionality User-Friendliness Other Factors Remarks Intuitive (Consona) Average. The system used is Microsoft .Net and database is SQL server 2003 Administration and installation much easier (as .Net used). Simple process in the ERP package. Easy to use. Efficient Business Intelligence. 10% MS Access used. Internet compatibility outside the server environment requires MS terminal Server and Advanced Configurator Efficient but cost may be higher for some companies SAP Business One (SAP) Per User Licensing Model ($20000 for 5 users). Depend upon c ustomization Compatible with basic systems Provide accurate information, help to take

The relationship between gender differences and the 'double bind' as Essay

The relationship between gender differences and the 'double bind' as important drivers of the glass ceiling in leadership - Essay Example Where higher thresholds of women leadership are presented, gender differences in leadership are less significant; however, where the glass ceiling or barriers to leadership are significant and are placed at lower thresholds, the gender differences in leadership are very wide. This study is on gender and leadership, specifically focusing on the relationship between gender differences and the ‘double bind’ being important drivers of the glass ceiling in leadership. Body It is important to understand first the concept of the glass ceiling. This term was first used in the 1980s mostly to refer to the barriers against women and also minorities in reaching leadership or corporate manager roles (Johns, 2013). Most governments have acknowledged that despite their best efforts to legally secure equal rights and opportunities for men and women in leadership roles, women and minorities still occupy only a small percentage of management positions and roles. Artificial barriers are s till very much preventing them from gaining more ground as leaders (Johns, 2013). In the US, a Glass Ceiling Act was even established in order to impact how businesses are filling in management positions, how developmental leadership skills are being enhanced for advancement into these positions, the compensation programmes in the workplace, and the creation of annual awards for excellence. A Glass Ceiling Commission established in 1995 identified barriers against women securing management positions. These barriers included societal, political, and internal business practices and structures (Johns, 2013). Societal barriers included prejudice, cultural, and ethnicity-based differences. Governmental barriers include the lack of sustained monitoring for compliance, weak enforcement of provisions, as well as poor recruitment and outreach issues (Johns, 2013). Companies often prefer to promote the current employees they have, not wanting to add women, even those who are highly qualified into their pool of managers. Even when installed in managerial positions, these women are still subjected to barriers relating to the styles of gender communication, socialization practices, as well as behaviour (Rajah et al., 2011). Moreover, career course barriers also serve as barriers on women seeking managerial positions. These barriers include limited guidance and mentoring opportunities, dead-end positions, different assessment practices for men and women, and difficulties in accessing informal levels of communication (Zimmerman et al., 2008). The barriers discussed above are still persistent today. The social support system for instance prevents women from gaining leadership positions, especially in relation to their work-family conditions as governments are not providing institutional support for working mothers (Johns, 2013). Women therefore are significantly challenged in balancing the demands between work and home (US Congress Joint Economic Committee, n.d.). A report fr om the US Congress Joint Economic Committee (n.d.) also indicated that the US does not grant incentive for parents, especially women seeking parental leaves as much as other members of the Organisation for Economic Cooperation and Development (OECD). The US only grants as much as 12 weeks, while other countries grant up to 18 weeks of parental leave (Johns, 2013). Limited flexibility in work conditions is a major factor holding women back in their work advancement. American women ordinarily take on a primary role in

Uncle Toms Cabin Essay Example for Free

Uncle Toms Cabin Essay For a democratic society with its democratic form of government system it is but an obvious choice to opt for a society that is predominantly color blind. The basis norm of a democratic society is to provide its mass with a structural form that offers equality in terms of justice and social characteristic. It is an unwanted phenomenon but it is also extremely true at the same time that racism is a curse that exists among us whether we like it or not. It could be summarized that racism is the result of having negative judgments, beliefs, and feelings towards certain identifiable groups. Harriet Beecher Stowe’s Uncle Tom’s Cabin is such a text that reveals the moral and physical injury caused due to this racism. However, it should also be noted that the aspect of this text is multifold and the author juxtaposed various elements into the reading that cannot be ignored. It can well be stated that the book is based on three major matrixes. The first one is the evil of slavery where the black community is a harmless and helpless being in the hands of their master race subjected to occasional pity at times and at the most, the second one is the faith in god or Christianity and the third one is the extremely stereotyped representation of the black community. But the problem is that every aspect is viewed from the parameters of the White man and the Black man is only the receiver, both in beating and mercy. The very first page of the text denotes the black community as a class who are only to be empathized and pitied, if not anything else. This becomes very evident during the conversation between Shelby and Haley. â€Å"Tom is †¦ steady, honest, capable, manages my whole farm like a clock†. To this remark from Shelby the statement that Haley makes is outrageous. He says, â€Å"You mean honest, as niggers go†. (Stowe, 1976) This dialogue is a clear indication of the position that the black community hold in their masters’ mind. There are only two alternatives of evaluating a black man. One is to show him pity and the other is to evaluate him as a trade commodity. The humanist feeling is completely missing in the dialogue between these two, one of whom, Shelby, is portrayed as a good and gentle man. Even to Shelby the existence of Tom is a little more than walking and talking machinery so very evident in the colonial era. This hard pill of ‘colonialism with brutality’ needed some spooning with sweetness to become a favorable aromatic digestible element for the general people of the imperial states. As a result this phrase ‘white man’s burden’ came into existence as a remedy to the enlightens of the industrial revolution and people were ready to buy this theory as this theory easily softened the guilt feeling of the educated class and apparently justified the brutal acts and decisions taken to control and cover the colonial agitations. Stowe’s Uncle Tom’s Cabin follows the same principal but in a more compassionate manner but ignoring the essence of the rights of a human completely. The aspect of Christianity appears time and again as a soothing instrument in this book. It is as if to state that in a time of cruelty and helplessness the only possible cure is religion. In this case, this particular religion is White man’s religion that the white man preaches to the black man as a comforting medium. Right from the beginning we find that there is a clandestine flow of Christianity with George Shelby defining the greatness of his religion by mentioning that â€Å"What a thing it is to be a Christian† (Stowe, 1976) Tom is completely impressed by Christianity and we find that he in turn sermonizing St. Clare and telling â€Å"look away to Jesus†. (Stowe, 1976) Even Little Eva is described in the text as â€Å"ideal Christian†. (Stowe, 1976) It is true that there is noting wrong with Christianity but the problem is that it is not the only religion in the world and the writer almost seizes to believe that Tom or any other Black man can have a faith or religion from his birth origin. It should be remembered that no religion in the world is greater than the other and in this context even African totem worshippers have the right to faith and it is no less important to them than an urban cultured white Christian. Stowe completely ignores this fact and the reason behind that is the text is written by a white person and the aspect of showing mercy is the predominant essence. It can well be stated that the author, in pursue of raising voice against racism, actually ignited more racism in the text by stereotyping the black community. Carefree characters like Sam are shown and represented as â€Å"happy darky† in the novel while young women like Emmeline, Cassy and Eliza are represented as sex objects. The elderly black women like Mammy is portrayed as loving and affectionate Topsy is typed as a black child and appears to be the representative of all black children. Even in Tom’s character we see the die hard urge to please the master or the white man and developed as the most wise and prototype character of the book. The author makes it a point to establish the statement that Tom is an ideal black personality and is the noble hero of the story. It is as if the black community has no backbone at all and they lack a huge identity crisis much like Topsy, who states about the basic existence as â€Å"I spect I growed. Dont think nobody never made me†. (Stowe, 1976) This is a very strange condition as the author intends to write against the evils of slavery and turns the novel into a perpetual justification of slavery where the readers are deem to believe that a black man is only capable of becoming a slave of a white master. In conclusion it should be stated that all the basic matrixes are aligned in the same context of a white writer who recognizes the need of showing mercy to the black community but simply forgets the fact that it is not a matter of mercy that should be accountable but right that is fundamental. In this context, Stowe, though very compassionate and sympathetic, ultimately remains at the position of the master race and thus tells us the melodrama of Tom’s suffering and the bliss of Christianity while molding the entire black community into a single stereotyped population. References: Stowe, Harriet Beecher; (1976); Uncle Toms Cabin; or, Life among the Lowly; Dunedin: Allied Publications