Retailing Assignment Example | Topics and Well Written Essays - 750 words

Retailing - Assignment Example The responsive nature of the store representatives also added to the shopping experience although the retailer could do more with the displays and other equipment to provide a more engaging shopping experience to its consumers. 2. Retail strategy is a combination of the retail mix and the external environment. The chosen retailer had a department store particularly targeting towards its traditional as well as its well-informed consumers that are aware of the trends. With the ambience of the store, it was evident that the store was equally welcoming to any new and existing customers, thereby especially focusing their product mix at the traditional and well informed market segment. A key strength for the store was its helpful staff that could win consumers by being attentive to their problems and to respond to them in helping ways. However, the amount of technical equipment to keep the customers entertained were lacking although this could help the store attain a sustainable competitive advantage by maintaining customer loyalty. 3. The stores of our chosen retailer are located in a clean local neighborhood with minimal obstructions along the way to the store. The road patterns are steady and clear that add comfort to the journey to the store. The roads and footpath outside the store appears quite decent although improvements could be made. The inviting window display was attractive and visible so that consumers could figure out the location of the store. The surrounding area was also well planned although there was room for improvement. The parking lot was located near the store and a pathway lead customers to the store. The space in the parking lot was enough to accommodate an ample amount of cars although some peak seasons may experience traffic and congestion. Overall, the store had relatively easy accessibility with smoothly flowing traffic nearby, and easy

Eukaryotic Transcriptional Activator Essay Example for Free

Eukaryotic Transcriptional Activator Essay Introduction   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Much of what was initially known about transcription came from pioneering prokaryotic transcription studies that followed the1959 discovery of RNA polymerase. During those earlier times, it was presumed that gene structure and transcription in bacteria were practically the same for eukaryotes. This later turned out to be incorrect since eukaryotic DNA assumes higher-order structural forms and transcriptional and regulatory processes in eukaryotes are much more complex. Thus, studies on eukaryotic transcription have become invaluable in further understanding this vital process that regulates gene expression in higher organisms (The Royal Swedish Academy of Sciences 2).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   One such study was done by Brent and Ptashne, wherein they investigated which of two proposed mechanisms does GAL4 activate transcription (729). GAL4 is a protein that initiates the transcription of the GAL1 gene in S. cerevisiae, given that a region called UASG or a certain 17-bp sequence (termed â€Å"17-mer†) is present anywhere from 40 to 600 nucleotides upstream of the gene’s transcription start site. The two regions bind GAL4 to activate transcription similarly when inserted upstream in another gene, CYC1 – normally regulated by the two UASs (upstream activation sites) UASC1 and UASC2, which bind certain cellular proteins (in Brent and Ptashne 729).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   GAL4 is thought to activate transcription either by a) binding to DNA and stabilizing unusual DNA structure so that protein binding near the transcription site is promoted; or b) binding to DNA without disturbing its structure and activating transcription by getting in contact with other proteins. Based on earlier lambda experiments that involved mutant repressors which, operating via mechanism b above, can bind DNA but are unable to activate transcription because the amino acids in the region thought to contract RNA polymerase were altered, Brent and Ptashne tried to determine the domains responsible for GAL4’s DNA-binding and activator functions. For this purpose they used LexA-GAL4, a new protein construct having the DNA-binding specificity of LexA, an E. coli repressor protein whose amino-terminal domain binds to operator regions to repress gene expression (729). It was found that LexA-GAL4 functions in the same manner in E. coli, but activates transcription in yeast if and only if, a lexA operator is likewise present near the transcription start site (730). Data Analysis   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The synthesis of LexA-GAL4 in bacteria and yeast was facilitated through the use of plasmids. The gene for LexA-GAL4 is the combination of the E. coli DNA fragment that codes for the 87-residue amino-terminal of LexA, and the S. cerevisiae fragment coding for the 807-residue carboxy-terminal of GAL4. Figure 1a (see Tables and Figures) shows the DNA sequence and corresponding amino acids coded in the LexA-GAL4 fusion junction while b and c respectively show plasmid 1109, whose LexA-GAL4 synthesis is regulated by the tac promoter, and 1027, regulated by the ADH1 promoter (Brent and Ptashne 730).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚     LexA-GAL4’s repressor activity in E. coli was demonstrated by two experiments. Table 1 summarizes the results of the first experiment on a bacterial strain wherein a lacZ gene was adjoined to the lexA promoter. LexA autorepresses its own transcription so the strain used carried a mutant, nonfunctional lexA gene. Plasmids were then used to synthesize different regulatory proteins after which repressor activity was measured by the amount of b-galactosidase produced by lacZ. The results show that LexA-GAL4 transcription repression from the lexA promoter was comparable to that of LexA. Meanwhile, Figure 2 shows the results of the second experiment which made use of the fact that certain LexA-repressed genes need to be expressed for cells to recover from DNA damage. That is why, cells with a mutant LexA that is able to bind to the operator but can’t be deactivated through proteolysis exhibit UV sensitivity. Figure 2 shows the survival rate of E. coli cells depending on the regulatory proteins synthesized by corresponding plasmids. As with the first experiment, LexA-GAL4 showed a similar repressor action as with LexA so that E. coli cells that had them were markedly UV-sensitive compared to cells that had no regulatory protein or had the l repressor which does not recognize the lexA operator and hence has no regulatory effect on transcription (730-731).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   In contrast to its action in E. coli, LexA-GAL4 acts as a transcriptional activator in yeast when a lexA operator is present. Plasmids were used to transform one group of GAL4+ cells into producing LexA-GAL4 and another to produce native LexA. Both groups were then further modified to carry a gene made from the fusion of either GAL1 or CYC1 and lacZ, and either UASG, the 17-mer, UASC1 and UASC2, a lexA operator, or none of these upstream of the gene (see Figure 3). From the CYC1-lacZ gene results in Table 2, it can be seen that whereas LexA repressed b-galactosidase production, LexA-GAL4 activated transcription but only when there is a lexA operator upstream. Transcription appeared to be stimulated more when the operator is nearer the transcription start site. Conversely, transcription was markedly hindered in the glucose medium (731-732) which is consistent with previous observations that GAL4 is only active when cells are grown on a galactose medium but is inhibited in the presence of glucose (729). Table 3 shows the same trend in LexA-GAL4 activity with the GAL1-lacZ gene. In fact, LexA-GAL4’s dependency on the presence of a lexA operator to activate transcription was also emphasized in similar experiments using strains having either a gal4 gene point mutation or a gal4 deletion, wherein LexA-GAL4 activated CYC1-lacZ and GAL1-lacZ transcription only when an operator was present and likewise, was dependent on operator proximity to the transcription start site. In these experiments, LexA-GAL4 failed to stimulate b-galactosidase production even in plasmids bearing UASG or the GAL1-lacZ gene, nor was it able to compensate for the absence of wild-type GAL4 when no operator was present (731-732). Comparison of LexA-GAL4-stimulated GAL1-lacZ transcription with that in a plasmid bearing wild-type UASG showed that the 5’ ends of the RNAs made were the same (Figure 4). However, it is not yet clear why the amount of transcripts produced was only 5% of that which was expected based on b-galactosidase measurements (731). The reduced activity of GAL4 on glucose media is attributed to the association of the GAL4 C-terminus with the inhibitory protein GAL80, thus hindering efficient binding with UASG (729). The results in Table 4 indicate that the LexA-GAL4 C-terminus likewise associates with GAL80. A glucose medium was used to grow GAL4-producing cells that had UASG but no lexA operator upstream of a GAL1-lacZ gene. Results suggest that LexA-GAL4 proteins, in the absence of an operator to bind to, are free to interact with GAL80 and consequently facilitate transcription by leaving wild-type GAL4 to bind to UASG (732-733).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Figure 5 shows a spliced yeast gene and a derivative wherein a lexA operator was inserted into the gene’s intron. This was done to test whether LexA-GAL4 can also activate transcription if the operator is downstream of the normal transcription start site. UASG was present upstream but a gal4 strain was used so no GAL4-stimulated transcription would occur and b-galactosidase production would be purely dependent on LexA-GAL4. From the results in Table 5, it may be seen that LexA-GAL4 was able to stimulate transcription only when there’s an operator in the intron, though b-galactosidase production was only 4% as much of that resulting from transcription from UASG in a GAL4+ strain (733).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The essence of this study’s findings is depicted in Figure 6, which shows that the hybrid protein LexA-GAL4 can successfully stimulate transcription in yeast but only in the presence of a lexA promoter upstream (733). Tables 2 3 and more importantly, the parallel experiments with the GAL4-expression impaired strains (731-732), best illustrate LexA-GAL4’s strict requirement for the presence of an operator in order to activate transcription. Conclusions   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Through the series of experiments done, Brent and Ptashne were able to gather data attributing activator function to GAL4’s C-terminus, consequently suggesting that activation by GAL4 is more probably achieved by its interaction with other proteins rather than by binding to UASG and then perturbing DNA structure. Since LexA-GAL4 successfully activated transcription without binding to UASG, a change in structure doesn’t appear to be crucial for transcription to occur (733). Though the results of the experiments were per se quite conclusive, they are rather indirect evidence for the GAL4 mechanism being put forward. A probably more direct proof is offered by the Keegan, Gill and Ptashne study mentioned which claims that another hybrid protein having the amino terminal of GAL4 binds UASG but fails to activate transcription, likely because the C-terminus is that of b-galactosidase which functions differently (733). This study has successfully illustrated the synthesis of hybrid proteins that can be used for exploring further not just the activator function of other eukaryotic regulatory proteins (734), but on the whole, transcriptional and regulatory processes in various other eukaryotic organisms. Good follow-up studies would therefore be a structural study to determine whether no change in DNA structure is indeed involved in GAL4 activity and more generally, the application of the methods and concepts learned here to other eukaryotic genes and their known regulators so as to perhaps be able to establish whether a mechanism similar to that proposed for GAL4 is also in play. Both ultimately can help to build a general but detailed picture that will allow for a deeper understanding of eukaryotic transcription and regulation of gene expression.

Comparing After Apple-picking to Apples Essay -- comparison compare co

Poetry is an attempt to describe the nature and intensity of one's feelings and opinions. Often, however, these thoughts are too vague or complex to articulate. How does a poet translate these abstract ideas into something more tangible and workable? Simple, metaphorical objects and situations can be used to represent more elusive concepts. These can be interpreted in many different ways, however, and poets often use the same symbols to produce varying effects. By comparing "After Apple-picking," by Robert Frost and "Apples," by Laurie Lee one can see how the poets coincidentally use similar subjects to discuss a broader, more meaningful issue. Both Frost and Lee use the apples in their poems to illustrate the relationship between man and nature, and to emphasize the importance of allowing natural processes to occur without interference. In addition to the use of simplified symbols, the tone of each poem and the styles in which they are written also reflect the poets' views on the to pic.   Ã‚     Frost and Lee both discuss mankind's interaction with the environment, using the apple to represent nature as a whole. Each poet achieves this differently. Frost focuses on the negative effects that occur when man disturbs nature and attempts to control it for his own gain. His poem speaks of the winter, and of an apple-picker, with his 'ladder sticking through a tree.' The narrator faces with the consequences of his actions, and realizes the severity of his mistake. 'I cannot rub the strangeness from my sight I got from looking through a pane of glass I skimmed from the drinking trough.' Frost demonstrates how quickly and harshly the cold seems to come on after the apples are unnaturally stripped away. This reflects the way the Earth ... ...h "Apples" is written reflects the empathy which connects Lee with nature. Both poets reflect their views by creating appropriate tones in their poems.   Ã‚  Ã‚   Frost and Lee illustrate the intended messages in their poems through the use of reflective tones and styles. They also use the simple symbol of the apple to represent nature on a larger scale. This allows the poets to illustrate the importance of maintaining a respect for nature and to demonstrate the effects of man's relationship with the environment. By examining Frost's "After Apple-picking" and Lee's "Apples," one is able to understand how poets often use the same subject to discuss different aspects of an issue. This is a valuable skill for communication of complex or nondescript ideas. It allows the poet to overcome the difficulty of describing the nature and intensity of his own abstract feelings.

A Princess Life along the Silk Road

Susan Whitfield’s semi-fictionalized stories of about 10 selected people who once lived along the Silk Road gives us a clearer picture on how does the culture goes during its golden days of trading. China protected these ancient interconnected trade routes through all means. Such physical evidence of this protection they gave was the building of its Great Walls that then disallows intrusion of bandits within China’s proclaimed boundaries. This made the half part of the merchant’s journey half-safe.So as to ensure that their commodities would reach their final destination, China made pacts to their neighbor states who could give them military assistance. To strengthen these pacts, beside of the China’s promise to pay their purchases with silk, its ruler’s gave some of their royal princesses as a tribute to the neighbor states majesty. Looking ahead†¦ A Princess Life along the Silk Road Susan Whitfield’s Life along the Silk Road, a semi-fi ctionalized story of 10 selected people who once lived along the Silk Road gives us a clearer picture on how does the culture goes during its golden days of trading.China protected these ancient interconnected trade routes through all means. Such physical evidence of this protection they gave was the building of its Great Walls that then disallows intrusion of bandits within China’s proclaimed boundaries. This made the half part of the merchant’s journey half-safe. So as to ensure that their commodities would reach their final destination, China made pacts to their neighbor states who could give them military assistance. To strengthen these pacts, beside of the China’s promise to pay their purchases with silk, its ruler’s gave some of their royal princesses as a tribute to the neighbor states’ majesty.Basing on surviving scripts about some historical personages of China, Whitfield had retold the princesses’ experiences through Taihe and her Princess Tale. The journey of Taihe, an imperial princess started in the autumn of 821. Taihe was the sister of the Tang emperor by that time and daughter of its predecessor. Taihe needed to travel westward to meet and be wed with the Kaghan of the Uighur. Taihe was the fourth princess that been sent to their so-called â€Å"land of the nomads†. Taihe could not refuse since it became a tradition to their empire to send a â€Å"tribute† to the Kaghan or emperor of the Uighur.She was not the original princess to be sent by that time, but due to the unexpected death of the former Kaghan, her elder sister Princess Yong’an had escaped her turn and rather made a decision to become a Daoist priestess. To honor the original agreement, Taihe replaced her to marry the next Kaghan. Though Taihe had never left her country before, she was denoted as very familiar with the many influence brought by neighbor states like of Uighur. She was a good horsewoman like any other palac e ladies and she uses this skill in her playing of polo, an import from the western origin. On her journey, she was riding a Bactrian camel.Female attendants of Taihe during their journey rode with Ferghana horses which are said to have mythical strength. These horses are few, that is why China still has to import cavalry ponies from Uighur. That is why Taihe was made as a tribute. During the journey, Taihe uses personal ornaments like her jade pins from Khotan, and decorations made of tortoiseshell from Vietnam and lapis lazuli from Badakhstan. She has her Buddhist rosary beads made of amber, probably coming either from the Baltic or northern Burma. She carried perfumes and breath freshener, many originating in India.She was fond of playing the Kuchean music which she could continue to enjoy in Kaghan’s palace. By her time in China, western music was extremely popular and its tunes were adapted with Chinese lyrics. Before her journey, she was also thought with the whirling d ance, which is usually performed by Sogdian girls. Though all of this are only influences, and she is very much unaware of how would be her life with the Uighurs, as she remembered the words by a Chinese princess sent to the west as a bride eight hundred years ago, â€Å"My family married me to a lost horizon†¦ I wish I were a brown goose and could fly back home.† As she continued her journey throughout the dessert, she could do nothing but to be dressed and be brought with food by her attendants. When they managed to passed an oasis they could then recharged their supplies that made their journey faster. At each known camp wherein they could build their tent, princess Taihe could then take a rest. After that they would again proceed with their travel but sometimes they were hampered by bad weather along the road. The lunar new year is approaching when then had reached the borders of the capital of the Uighur, Karabalghasun near the left bank of the Orkhon river.It was d eep winter by that time but it was more of warmth because of the glamorous welcome of the Uighurs to the princess. She was offered with wines, tea, and fruits served more delicate than in the Chinese court. But she noticed that the silverware used is only an imitation from those coming from Persia. But all in all, there were only few flaws and more of extravagance brought by the luxuries of the Uighur. She was first taught with Uighur traditions by the sent Uighur princesses. And then the journey delegation of Chinese ministers selected a suitable day of her wedding with the Kaghan.She had first her Chinese dress influenced with a Turkic fashion at the beginning. As of the Chinese tradition, her hair was elaborately styled and the toes of her red embroidered slippers were curled up so that it could be seen peeping out below the robe. But she was requested to wear Uighur clothes in the ceremony. At the first part of the ceremony, she wore an ordinary Uighur dress and bow to the Kagha n at his tent. After that, she changed clothes with a Uighur exquisite dress, though it had many features contrast to the Chinese tradition. Then the ceremony proceeded as she and the Kaghan presented themselves with the Manichean clergy.Finally, they had been legalized as husband and wife and princess Taihe was then entitled to be the khatun, queen of the Uighur. She did not only symbolize the alliance of China and the Uighur, her khatun position gave her a power in the Uighur court. But she felt mad when Tanim ibn Bahr, an envoy sent by the leader of the Arab forces in Transoxania had failed to mention her when his husband let him stop over in Uighur. Many other things then had happened after years had passed but it all ended with Taihe’s going back to China when the Uighur had a civil war.

Political Science – The Cold War

The Cold War was a period of entrenched, ideological opposition, between the East Bloc-?the Soviet Union ND its allies-?and the West Bloc-?the united States and its allies-?in which both sides did everything to undermine one another, short of outright military conflict. As the age of empire came to its precipice in 1945 CE, the Cold War ensued and lasted for decades, to about 1989 CE.The Second World War heralded a new international system that was not based on empire; it was based on the diametrically opposed binaries of the East Bloc and West Bloc, which defined the international system for decades thenceforth. The stakes On 08 August 1 945, the United States released atomic bombs in Hiroshima ND Nagasaki, Japan. For those individuals that grew up during the Cold War, the threat of nuclear war was constant. Cold war chronology: the dates Yalta conference: 04-?11 February, 1 945 Decided on the post-war division of Europe; the Cold War was not meant to occur.The great powers agreed o n the unconditional surrender of Germany; the division of Germany into four zones of occupation; free and fair elections in Poland, the Baltic states, and eastern Europe; the war criminals would be punished; and Europe would be divided into two spheres of influence thence. Potsdam conference: 17 July-?02 august 1945 Participants were the Soviet union, the united States, and the United Kingdom and they agreed to work together. Germany would be demutualization, democratic, demoralized, decentralized, and identified. Agreement on persecution Of the war criminals.Germany's eastern border would be shifted west from the Odder-Noise Line, reducing its size by about 25 percent compared to its 1 937 territory. â€Å"Orderly and humane† transfer of Germans from eastern Europe and Poland; Germans would be expelled from this area. Winston Churchill iron curtain speech: march 1946 The phrase â€Å"iron curtain† was coined by Churchill to describe the division of astern Europe from the west imposed by the Soviet Union. The key message was that an â€Å"iron curtain† descended upon Europe, and that the great cities of Berlin, Budapest, and Prague, among others, were within the Soviet Union sphere of influence.A spirit of collaboration and cooperation quickly dissolved between the Yalta and Potsdam conferences and Churchill speech. From here, the situation declined. German currency reform: 20 June 1948 Introduced the German Deutsche Mark in the Western occupation zones. The currency reform was the acceptance that there would not be one German economic zone governed by four powers; East and West Germany would have their Own currencies and the continent would be divided into two economic blocs. The German economy, suffering from a depression, was transformed.HOW did we get from 1945 to 1948 CE? Orthodox interpretation Revisionist interpretation George Seaman's thesis. Soviet Union has ingrained tendency for expansion and had to be checked; this tendency was rooted in the Soviet Union's history. Soviet Union had to treat outer world as hostile, as that hostility was key to its existence. Cold War resulted from American reaction to Soviet expansion. The fault of the Soviet Union. William Appleton Williams' thesis. The idea was to invert politics and economics.American policy was driven by a constant need for markets, explaining the constant expansion across the west in the United States, policy in Latin America, and hostility to the Soviet Union. An economic need determined American economic policy. The fault of the Americans. Political history of the cold war Stalin and Churchill: October 1944 Stalin and Churchill meet without Roosevelt and devise a â€Å"percentages agreement. † Europe would be divided into spheres of influence. Each power loud be given a certain percentage Of power over a jurisdiction.America protested against this plan. Stalin violated promises made to Churchill on the percentages. When Stalin went to the Yal ta Conference, he had already violated the percentages agreement. Stalin agreed to democratic elections without any intention of adhering to his pledge. Stalin asserted that the Soviet Union would determine policy in any area in which the Red Army occupied. Iran and turkey After the Second World War, the Soviet Union made moves on Iran and Turkey, giving the Soviet Union sovereignty and monopoly over Turkish traits.The Soviet Union demanded territory from Turkey and pushed troops into northern Iran, and only relinquished its control when the United States took the issue to the United Nations Security Council. Under diplomatic pressure, the Soviet union withdrew from these regions. It was in this politics that George Keenan wrote his â€Å"X† article. Eastern Europe: 1945-1948 CE The Soviet Union went on to install regimes through eastern Europe, including Poland, where a communist government was imposed by force; the Baltic states; Hungary; and in Czechoslovakia, there was br iefly a enigmatically elected government, which was overturned by the Soviet Union.In this politics, Germany became a line in the sand. German women were sexually assaulted across the Soviet occupied zone. The East German regime lost legitimacy; in response, the Western Allies created West Germany-?the front line of the Cold War. Western policy toward Germany was highlighted by denationalization and decentralization. In its most extreme, the plan was to restore Germany to agricultural lands-?making the Germans affluent but powerless. Germany reintegrated into the western canon as an ally. 06 September 1 946: secretary of state James f. Erne Noted in speech that the Americans wanted to assist the Germans work their way out of hardships, to rejoin the international community. A year later, the British pulled out of Greece, and the United States stepped in. â€Å"Stalin has broken every one of the promises he made at Yalta. † -Franklin Roosevelt â€Å"All of Germany must be our s; that is, Soviet communist. † -Joseph Stalin The Marshall plan: 1947 CE Massive destruction, starvation, and poverty across Europe necessitated an economic recovery plan. Currencies across Europe were severely devalued and raising credit was difficult. The Marshall Plan was announced by GeorgeMarshall in 1947 CE to kick-start the European economy. The economic recovery program provided credits to Europeans to purchase and import North American commodities. This was fundamental to reinvigorating the European economy. The Ignited States gave 13 billion dollars in rehabilitation aid. The plan was offered to the Soviet Union, but it was rejected; thus, all countries allied with the Soviet Union were forced to reject the plan as well. Stalin's reaction to the Marshall plan First and foremost, Stalin rejected the Marshall Plan and prohibited all Soviet allies from participating.In September 1 947, Stalin announced the formation f the Conform, to coordinate actions be;en communist parties under Soviet direction. Orders would be dictated from Moscow to the capitals in Soviet juju restrictions. â€Å"Don't start throwing your weight around. In Moscow, we know better how to apply Marxism-Leninism. † -Andrei Cadenza, spokesperson within the Conform In February 1948, Stalin approves a plan for a communist takeover of Czechoslovakia. Truman doctrine: 1947 CE The Truman Doctrine was a United States policy to halt the expansion of the Soviet Join during the Cold War.The policy sought to contain communism in Europe and elsewhere. Truman implored that the United States must support free peoples. The policy also provided military and economic aid to Greece and Turkey as the British pulled out. Berlin: city of binaries Berlin was deep within the Soviet bloc. Initially, in Berlin, there was some effort to collaborate between East and West Berlin. This began to break down as democratically elected officials in the Berlin Parliament were being harassed by communists. Berlin blockade: 24 June 1948 The Soviet Union decided to draw the entirety of Berlin into the Soviet zone.All land access points to West Berlin were cut off; travel was restricted and thing could be delivered. The Soviets offered to drop the blockade if the Western Allies withdrew the newly introduced Deutsche from West Berlin. Hunger was a strategic political tool. In response to this, the Western Allies arranged an airlift to carry supplies and necessities to the people Of West Berlin. The Western Allies managed to feed Berlin to get them through the winter. In early 1949, the blockade was lifted; effectively, it was a failure for Stalin and a propaganda disaster.For the Germans, the Americans became saviors and liberators; this cemented the German-American relationship. Battle lines set for the cold war On 01 October 1949, the Communist Party of China declared victory in the Chinese Civil War, and proclaimed the people's Republic of China. Williams' thesis was that America was ideologically hostile to China; however, there was brief hope that China would be communist but independent, allied to either side-?the Soviets and Americans. Moscow sought to bring China under its control.Mao-?the Chinese Communist party leader-?allied himself with Stalin and embraced a destructive and unbending version of Marxism-Leninism, which resulted in the obscene starvation of at least 30 million people between 1959 ND 1 961 when Mayo's theories of agriculture were lacking-?the Great Chinese Famine. During the Korean War, Mao-?aligned with the Soviet union and North Korea-?pitted 300,000 Chinese troops against South Korea, which was defended by the United States and the United Nations. The atomic age: the sass This period exemplifies the evolution of Cold War strategy.It was believed during the sass and sass that war could limited and conducted with nuclear weaponry. Policy was based on two ideas: cities would not be bombed, and Europe would be defended through a second Norm andy. Everything would be pulled off the continent, and nuclear bombs would be dropped along the coast. Cuban missile crisis: 1962 The idea of going to war ended with the Cuban Missile Crisis. The Cuban Missile Crisis was a basic illustration of international relations: behavior which is used as defensive by one faction is viewed as offensive by the other.As defense, the Ignited States installed missiles in Turkey; when Khrushchev, the Soviet Union's leader, got word of this, he installed missiles in Cuba. The Americans took images of the missiles in Cuba, and threatened the Soviet union that if the missiles were not withdrawn, war would ensue. In the early sass, the world edged closer to nuclear war than it had to that point. The Soviet Union backed down at the last moment, and the Americans began to draw conclusions from this: no one wants a nuclear war. Paradoxically, the idea of a limited nuclear war was abandoned as an idea; rather, mutual assured destruction would occur.Thus, any one nuclear assault would result in one response: a massive counterattack, resulting in a total war. The strategy to preserve peace, therefore, would be the constant threat Of the alternative: the risk of total war. This doctrine existed from the early sass o the mid-sass, and emerged again in the 1 9805. The central point was parity: peace can only be achieved in a nuclear world when both sides have an equal number of nuclear arms. The sass and sass: dtent, parity, and eventual dissolution The nuclear bombs race was characterized by the constant need for parity, and not madness on both sides like some peace writers suggest.Richard Nixon, the united States President, and Henry Singer, the United States Secretary of State, believed in the use of â€Å"carrots and sticks† to achieve dtent-?the loosening of tensions -with the Soviet Union. To achieve parity and end the ongoing nuclear race, both factions were to negotiate a reduction in nuclear arms-?they could step back tog ether. The idea behind this was classic realism: states with contrasting interests can only achieve cooperation through international institutions, rather than recognizing inherent state interests.There was a series of arms reductions in the 1 9705, which dissolved later in the decade, prompted by the Soviet invasion of Afghanistan and the election of Ronald Reagan in the United States, who was ideologically hostile to the Soviet Union. Reagan believed that dtent had failed and revealed American weakness, potentially exposing America to strike by the Soviet Union. Thus, Reagan ramped up the rhetoric, called the Soviet Union an â€Å"evil empire,† and launched a massive American military expansion to increase defense. Soviet plans in 1979 CE The Soviet Union's plan was predicated on the assumption of a NATO attack.The plan was defensive, and in the event of an American attack, the Soviet union planned to sacrifice Poland; launch nuclear strikes on Vienna, Verona, Munich, Stutt gart, and Numerous; launch conventional attacks on Britain and France; assume Budapest destruction; and send Soviet troops to the Rhine. The intention was that the United States would negotiate and the Soviet Union would wage a nuclear war if the United States responded with a nuclear strike. On the brink of nuclear war: 1983 CE On 26 September 1 983, the threat of a total nuclear war was imminent.Ronald Reagan increased defense spending, which prompted the Yuri Android, the General Secretary of the Communist party in Soviet Union, to believe that the Americans were contemplating a preventative strike against the Soviet Union. The Soviet Union set-up new technology-?radar technology-?to detect attacks. In 1981 and 1 983, NATO launched a series of exercises. The most aggressive form was sending bombers near Soviet Union air space, and then having them keel Off. There were naval exercises near Turkey. These exercises were predominately to conduct psychological warfare and to collect i ntelligence data.In February 1 983, Soviet Union intelligence went into overdrive, convinced that the Americans were prepared to launch an attack. NATO began launching another series of exercises in the summer and autumn of 1983. On 01 September 1983, a Korean Airlines aircraft was shot down by the Soviet Union. Ronald Reagan launched Missile Shield System to intercept potential missiles. This convinced the Soviet Union that the United States had hostile intent. Senior members of the United States defense team participated in a mock nuclear war, further convincing the Soviet Union that the United States intended to strike.Blips equals missiles equals bomb equals war: the closest point of total nuclear war In the midst of all this, on 26 September 1 983, Satanists Petrol was monitoring the security screen for the Soviet Union. He observed five blips, representing incoming intercontinental ballistic missiles. He was to press a button which would trigger Soviet Missiles to be fired. Ho wever, he contemplated why there would only be five missiles-?if NATO were to strike, they would send more than five missiles. He paused, and the blips disappeared.This was the closest point We came to nuclear War. Two years later, Mikhail Geographer became the General Secretary of the Communist Party in the Soviet Union. He launches perestroika economically and reformed communist in order to save it; a result of this reform was a series of arms reductions strategies. The Soviet Union collapsed in 1991 , effectively ending the Cold War. The end of the cold war: different interpretations The end of the Cold War revealed the inherent weakness of the Soviet union-?the united States did not need to do anything.The Soviet union was a flawed economic model and did not produce any growth. Some argue that it was Geographer, paradoxically, while he wanted to save the Soviet Union, that led to its collapse by initiating reform, allowing dissent, and announcing the Sinatra Doctrine, allowing e ast European sovereignty over their affairs. A fading economy and political upheaval lead to the end of the Soviet Union. The great hero was Ronald Reagan, because he spurred the Soviet Union into ear bankruptcy by causing the Soviet Union's defense spending to surge to unsustainable levels.Cold war: varying theses as to its cause To the revisionist thesis, America was hostile to the type of government that the Soviet Union imposed on Eastern Europe. The hostility was about politics, not markets. The fundamental failure of W. Williams' argument was that 70-80 percent of America's market was based on domestic consumption; until the sass, the American economy produced a surplus. Therefore, the United States was fundamentally and Ideologically opposed to Soviet Union communism. Nevertheless, the United States baited, bluffed, and outnumbered the Soviet union.However, this does not mean that the Cold War was the American's fault. The Cold War could not be avoided. The revisionist, anti- American thesis is supported by their actions in Latin America, Vietnam, the Middle East. The orthodox, pro-Soviet union thesis denied the terror and believed the Soviet Union was a workers paradise. Despite the depression and absence of democracy, the Soviet Union received massive intellectual support. Imagine, if you will, someone who read only the Reader's Digest between 950 and 1970, and someone in the same period who read only The Nation or the New Statesman.Which reader would have been better informed about the realities of Communism? The answer, I think, should give us pause. Can it be that our enemies were right? -?Susan Sonata Key terms War is an organized and often prolonged conflict that is carried out by state and non-state actors. Limited war is a conflict in which the belligerents participating in war do not expend all of each of the participants' available resources at their disposal. Total war is a war in which a belligerent mobiles its population for war reduction. The word total refers to the extent of manipulation, not the extent of destruction.

Disrespect essays

Disrespect essays When television first emerged, sitcoms like Leave It To Beaver portrayed loving children who would have never dreamed of disobeying someone with authority. But as we flip through the channels today, we see pictures of children screaming at their parents, students hitting teachers, and juveniles running from the law. Despite the fact that these scenarios are seen on television, this kind of behavior is a reality in todays society. Perhaps this because young people have a lack of respect for authority figures. It seems as if more and more talk shows, such as The Maury Povich Show, are having topics such as My Out of Control Teen and Send My Daughter/Son to Boot Camp. Children as young as nine years old run out on stage screaming obscenities to the audience as well as to their parents. They think that the disrespect they are displaying towards their parents is cool. In all actuality these obnoxious displays of disrespect are not cool, and if things do not change now, consequences for their disrespectful behavior could follow in the future. Disrespecting parents can eventually lead to problems in classroom settings. In the classroom students are starting to lose all respect for teachers. We repeatedly hear about children hitting, cursing at, and not paying attention to their teachers. Since parents have no control over their children, teachers usually have little control over them as well. This often forces teachers to put serious accounts of disrespect into the hands of law enforcement. Because parents and teachers can not control juveniles, the police and other law enforcement are expected to try and handle the problem. But the police can not always solve the problem. Children are constantly disrespecting law enforcement as well. New reports regularly report stories of juveniles disobeying police orders and going as far as fi ...

DESCRIBE THE WORKINGS OF THE ICJ AND AssESS ITS EF Essays

DESCRIBE THE WORKINGS OF THE ICJ AND AssESS ITS EF Essays DESCRIBE THE WORKINGS OF THE ICJ AND AssESS ITS EFFECTIVENESS. The International Court Of Justice (ICJ) is the principal judicial organ of the United Nations, which succeeded the Permanent court of International Justice after World War Two. It gains its legitimacy from Article 92 of the UN Charter which allows it to function " in accordance with the annexed Statute, which is based upon the Statute of the Permanent Court of International Justice and forms an integral part of the present Charter". By Article 93 all members of the UN are ipso-facto members of the Statute and that states not members may become parties, on conditions to be determined in each case by the UN General Assembly on recommendation of the Security Council. Therefore allowing countries such as Switzerland and San Marino, though not members of the UN, to be parties to the Statute of the Court. The court consist of 15 judges, no two of whom may be Nationals of the same state, elected by the General assembly and the Security Council. They are elected for 9 years and are eligible for reelections. The seat of the court is in Hague, Holland, but it may hold sessions elsewhere whenever it considers desirable. It is a continuing body. The Statute provides that it is permanently in session except during judicial vacations. It is also an autonomous body. It elects its president and vice- president, appoints its registrar, and provides for the appointment of other officers and clerical staff. Its function is to pass judgement on disputes between states, as such only states may bring their cases before the court. It is open to all states that are party to the statute and those who agree to the conditions laid down by the SC. The proceedings of the court are carried out in French and English; either may be used by the parties. Written pleading and oral presentations presented in one language are translated into the other. The judgements and opinions are both in French and English. Cases are brought before the court either by the notification to it of a special agreement concluded by the parties or by the unilateral action of one of them through a written appeal to the registrar. Its proceedings are in two parts, written and oral. The Court may also hear witnesses and appoint commissions of experts to make investigations and reports when necessary. These procedures were used in the Corfu Channel, Temple of Preah Vihear and in South West Africa(1966). The deliberation of the court are held in private, but the judgements , which are by majority vote, are read in open court. In the case of a tie, the President may cast a deciding vote; this was done in the South West Africa Case where a 7-7 vote was cast. Any judge may file a separate opinion if he does not agree in whole or part with the judgement. The decision of the court is final and without appeal. Although the ICJ has no enforcement powers, Article 94 of the Charter incorporates an undertaking on the part of each member of the UN "to comply with the decision of the ... court...in any case to which it is a party" and a further provision that: IF any party to a case fails to perform the obligations incumbent upon it under a judgement rendered by the court, the other party may have recourse to the Security Council, which may, if it deem necessary, make recommendations or decide upon measures to be taken to give effect to the judgement. The court is authorised by Article 65 of the Statute to give advisory opinions on any legal questions at the request of whatever body may be authorised by or in accordance with the UN Charter to make such a request. Article 96 of the Charter provides that such opinions may be requested by the General Assembly or the SC and by other organs of the UN and specialized agencies, when authorised by the GA. Such requests must be made by means of a written request containing an exact statement of the questions, accompanied by all documents likely to shed light upon them. >From this point on, the procedure before the court is somewhat analogous to contentious cases. In its role as and advisory body, the court has given some important opinions with regard to the costs of peacekeeping, which could be reckoned as normal expenses. It also gave opinions concerning admissions into the UN. Because of the ICJ's limited powers,

Red Flag Laws Definition

Red Flag Laws Definition Red flag laws are gun violence prevention laws that allow courts to order the temporary confiscation of firearms from persons deemed to pose a risk to others or themselves. Key Takeaways: Red Flag Laws Red flag laws are state gun violence prevention laws which allow police to confiscate firearms from persons deemed by a court to pose a risk to others or themselves.As of August 2019, 17 states and the District of Columbia had enacted red flag laws.After deadly mass shootings in El Paso, Texas, and Dayton, Ohio, President Trump and a bipartisan group of Congress members have indicated their support for red flag laws. Along with gun control proposals, such as universal gun-buyer background checks, raised in the aftermath of shootings like those in Sandy Hook, Parkland, El Paso, and Dayton, demands to enact â€Å"red flag† laws have become common. As of August 2019, 17 states and the District of Columbia had enacted red flag laws. Red Flag Law Definition and Mechanics Red flag laws permit police or family members to ask a state court to order the temporary removal of all firearms from persons believed to present a danger to others or themselves. In deciding to issue such orders, known variously as Extreme Risk Protection Orders (ERPOs) or Gun Violence Restraining Orders (GVROs), the courts consider the past actions and statements- including those posted on social media outlets- made by the gun owner in question. If the court decides to issue the order, the gun owner must surrender all firearms to the police for a specified period of time. In addition, the person named in the order is banned from buying or selling guns during that period. Refusing to fully comply with a red flag protective order is a criminal offense. Guns seized under the order are returned to the owner after a set period of time unless that period is extended by the court. Examples of evidence required by the courts to justify granting gun confiscation orders include: A recent act or threat of violence (involving a firearm or not)Evidence of serious mental illnessHistory of domestic violenceReckless use of a firearmEvidence of substance abuse or alcoholismSworn testimony by witnesses The specific legal provisions of red flag laws and how they are enforced vary from state to state. Are Red Flag Laws Effective? Connecticut was one of the first states to enact a red flag law in 1999. According to a 2016 study published in the journal of Law and Contemporary Problems, the 762 gun removals under Connecticuts â€Å"risk warrant† law from October 1999 through June 2013 resulted in one suicide prevented for every ten to eleven gun seizures executed. The study concluded that â€Å"enacting and implementing laws like Connecticut’s civil risk warrant statute in other states could significantly mitigate the risk posed by that small proportion of legal gun owners who, at times, may pose a significant danger to themselves or others.† Are Red Flag Laws Constitutional? Many gun-rights advocates say that red flag laws infringe on gun owners’ Second Amendment right to â€Å"keep and bear arms,† as well as their right to due process of law as provided by the U.S. Constitution. Guns, they argue, are personal property, and both the Fifth and 14th Amendments specifically provide that the government- including the courts and police- may not deprive citizens of property without due process of law. The argument is based on the fact that the court hearings held to decide if an individual poses a threat are held ex parte, meaning that the person whose guns might be temporarily confiscated is not present at the hearing. This, critics say, violates the Sixth Amendment’s guarantee of the right of accused persons to a face-to-face confrontation with witnesses against them.   However, hearings on all types of restraining and protective orders are typically held ex parte out of concern for the safety of the complainant and witnesses.   Red Flag Law Debate A Washington Post-ABC News poll conducted in April 2018 found that 85% of registered voters nationwide support laws that would â€Å"allow the police to take guns away from people who have been found by a judge to be a danger to themselves or others.† States with red flag laws have reported similar levels of public support for the legislation. In March 2018, the National Rifle Association (NRA), which had helped defeat red flag legislation in Utah and Maryland, suggested it might be open to such laws under a strict set of conditions, including a court finding by â€Å"clear and convincing evidence that the person in question poses a significant risk of danger. Despite this statement, the NRA went on to help block red flag legislation in Arizona in 2019. In Congress, virtually all Democrats and a few Republicans are receptive to red flag laws. The day after the mass shootings in El Paso, Texas, and Dayton, Ohio, killed 31 people, President Donald Trump urged states to implement red flag laws to remove guns from â€Å"those judged to pose a grave risk to public safety.† In televised remarks from the White House on August 5, 2019, Trump stated, â€Å"We must make sure that those judged to pose a grave risk to public safety do not have access to firearms and that if they do, those firearms can be taken through rapid due process.† States With Red Flag Laws As of August 2019, red flag laws had been enacted in 17 states and the District of Columbia. Twelve states enacted red flag laws after the shooting at Stoneman Douglas High School in Parkland, Florida, on February 14, 2018, left 17 dead. The states of California, Connecticut, Indiana, Oregon, and Washington, had enacted red flag laws prior to 2018. The 17 states and District of Columbia (in red) that had enacted red flag gun violence prevention laws as of August 2019. Creative Commons With only slight variations, all current red flag laws allow family members and law enforcement to petition a state judge to issue ERPOs directing the confiscation of all guns from the individual they believe poses a threat to their safety. In all cases, the petitioner must present evidence of why the gun owner poses a threat to others, as well as to himself or herself. If the ERPO is granted, the named individual’s guns are confiscated and held by police for a set minimum period, after which the gun owner must prove to the court that he or she no longer poses a risk in order to get their firearms back. Here is a list of who is allowed to request the issuance of an ERPO gun removal order in each state: California: Family, household members, and law enforcementColorado: Family, household members, and law enforcementConnecticut: One state attorney or any two police officersDelaware: Family, household members, and law enforcementDistrict of Columbia: Family, household members, mental health professionals, and law enforcementFlorida: Law enforcement onlyHawaii: Family, household members, teachers, medical professionals, coworkers, and law enforcementIllinois: Family, household members, and law enforcementIndiana: Law enforcement onlyMaryland: Family, household members, certain health professionals, and law enforcementMassachusetts: Family, household members, and law enforcementNevada: Family, household members, and law enforcementNew Jersey: Family, household members, and law enforcementNew York: Family, household members, school administrators, and law enforcementOregon: Family, household members, and law enforcementRhode Island: Law enforcement onlyVermont: State attorneys or the off ice of the state attorney general only Washington: Family, household members, and law enforcement As of August 2019, the state legislatures of Michigan, Ohio, Pennsylvania, and North Carolina were considering red flag legislation. Federal Red Flag Gun Control Legislation In February 2019, Senator Dianne Feinstein, Democrat of California, introduced the Extreme Risk Protection Order Act (S. 506), which would offer grants to assist states in developing red flag laws and make possessing a firearm in violation of a state red flag law a felony violation of federal firearms law. On August 5, 2019- the day after the El Paso and Dayton shootings- conservative Republican Senator Lindsey Graham stated that he would propose bipartisan legislation to encourage more states to adopt red flag laws. Sources and Further Reference Williams, Timothy (August 6, 2019). What Are Red Flag Gun Laws, and How Do They Work? New York Times.Parker, George F. (2015). Circumstances and Outcomes of a Firearm Seizure Law: Marion County, Indiana, 2006-2013. Behavioral Sciences the LawLaGrone, Katie. (July 30, 2018). More than 450 people in Florida ordered to surrender guns months after gun law took effect. WFTS Tampa Bay.Dezenski, Lauren. Trump backs red flag gun laws. What do they actually do? CNN. (August 5, 2019).Lindsey Graham pushes red flag bill to curb gun violence. Politico. (August 5, 2019).

Business Ehics Assignment (6questions) Essay Example | Topics and Well Written Essays - 750 words

Business Ehics Assignment (6questions) - Essay Example In school, facial discrimination is also a problem. Students tend to pay more attention to teachers who are good looking than to teachers who are not good looking. In effect, students are more inclined to give higher instructional rankings to attractive professors simply because they learned more from these people because they paid more attention to what these professors say in class. Yes, the whole idea that the degree of learning of students may be affected by their personal likes or dislikes of the facial features of their teachers but the fact still remains that this situation is true. 2. The argument that there is nothing wrong with â€Å"facial discrimination† is to some extent valid. The physical appearance of the person is the first thing that we notice. People are generally attracted to a beautiful face which is why some companies that are engaged is customer relations prefer to employ good-looking people. You see, it is generally easier for people to warm up to people who are good looking than towards people who have sour expressions. Moreover, people are generally more forgiving towards people who look good than to those who are ugly. On the other hand, the idea of hiring people based on their looks may not be acceptable when the job in question does not require face to face dealings with customers. Most companies are not really particular as to how their technical employees look like. You see, most technical employees work in cubicles and they seldom have to come face to face with customers. In this case, the ability of the person is what counts and his or her looks. 3. Physical attractiveness becomes a job-related criterion when the job requires the employee deal directly with customers on a daily basis. For instance, people who work in the sales department need to look the part to be able to attract customers. We all know that people at the sales department or at the

Practice reflections essay Example | Topics and Well Written Essays - 4000 words

Practice reflections - Essay Example An acute ward is a relatively chaotic place with rapid turnover and different levels of psychotic intensity that needs every sane attempt to engage closely with madness. So we can see and hear different behaviors and different stories in a variety of communication patterns. The only thing that an acute nurse maintains is tact and respect to the patient's person to maintain order and avoid abuse in any form. I was struck by the variety of scenes and hope these people will get back to reality and live a normal healthy life. My third placement was at an elderly care where most of them are sick of Alzheimer or Korsakoff syndrome. It was a different scene then. Everything seems to be quite and we seem to get the cooperation of the patients. But we have to make sure we attend to their personal needs and really have to monitor their medications and activities. Alzheimer's disease affects their control for thought, memory, and language and so they have trouble remembering recent events or the names of familiar people or things in their lives. Even the simple tasks of combing their hair or brushing their teeth or even taking a bath are being forgotten by them. They have problems speaking and understanding that they just wander or sit still when their moods are not being aggressive or anxious. I can just smile recalling the repetitive inquiries for my name. I can just smile recalling giving multiple and same line of introductions to these patients. It is like taking care of big babies. The most unpleasant part is cleaning them after they defecate. For sure the smell is not the same as those of the babies. Taking every scene I encountered lightly and with openness of heart and mind will make me want to help them and express forms of sympathy to their medical conditions. I wouldn't want to be a member of these wards, by the grace of God, no. It is too much to bear being a patient and too much emotion of hurt and stress thinking about the provision of care for these patients in the part of the family or relative. Korsakoff's disease level with Alzheimer's in memory loss due to dietary deficiency of Thiamin or Vitamin B1. It creates damage to several brain areas that is critical to memory. All the same they tend to ask your name every encounter. There were numerous staff approaches in maintaining therapeutic treatment and in establishing therapeutic relationship. We have to get their trust and maintain a friendly atmosphere between us so they cannot be too aggressive or violent whenever they dislike something especially with patients placed in the acute wards. I have noted and cared for some patients from the time of their admission until their discharge. In my four weeks assignment placement, I can see that some have come back and was readmitted again. We are being listed for reflections sessions as part of the placement under practice facilitators. At the wards, we also have mentors and been given Practice Based Assignments (PBA) papers. Here we discuss and reflect what we have seen and learned from the ward, an open forum in cases of clarifications of some issues until they get to sign our individual PBA's. For their respective care delivery, we are just observers and taking notes of the medications and techniques on how to inject

Politics in Portugal Essay Example | Topics and Well Written Essays - 2500 words

Politics in Portugal - Essay Example In 1974, a left-wing military coup installed broad democratic reforms. The following year, Portugal granted independence to all of its African colonies. Portugal is a founding member of NATO and entered the EC (now the EU) in 1986† (CIA – World Fact Book) During the past 3 000 years, Portugal has witnessed a constant ebb and flow of civilisations. Phoenician, Greek, Celt, Carthaginian, Roman and Arabic cultures have all left their imprint.(Europa) This paper details the politically relevant history, economy, culture and political situations of Portugal. Julius Caesar and Augustus conquered the province of Lusitania which was occupied by the early tribal people of Portugal. The territory adopted Roman ways of living and the language of Portuguese took its root from Latin. The invasion by Romans happened in the period of 1000 B.C. In the early 8th century Moors conquered the Iberian Peninsula in which the early territory of Portugal was situated from Visigoths – the Germanic invaders. Muslim culture had its own impact and resulted in a large minority getting converted into Muslims. (Encyclopedia) Portuguese nation was created by the re-conquest of the territory by the Christians. The Moors were driven out of the territory by the King of Asturias during the 8th century. Alfonso VI of Castile is a key person in the Portuguese history and with the aid of France he won the war against the Moors to retain control over the Portuguese land. The dynasty descended with Henry of Burgundy and his son Alfonso Henriques who styled himself Alfonso I, King of Portugal. The country was recognized by Spain in the year 1143 and by Pope in the year 1179. The rule of A great task of recapturing other regions of Portugal from Moors was placed on the successors of Alfonso. The country of Portugal witnessed continuous strife ridden days because of the conflicts between

Canset crotec Essay Example | Topics and Well Written Essays - 500 words

Canset crotec - Essay Example He has performed all over the world in some of the most famous orchestras. Lucia Lin started playing at a young age which the Chicago Symphony orchestra. This is one of the most famous American orchestras. The violist, Steven Ansell plays with the Boston Symphony Orchestra. Michael. Michael Reynalds started with the Muir Quartet, 33 years of playing with the same group. Mendelssohns Quartet in A minor, Op 13 is one of 6 quartets that he wrote in his life time. Mendelssohn lived from 1809 to 1847. This particular quartet was written in 1827. It was written in the typical late classical style. The colors of the piece are romantic. The quartet does not end with a finale but with a question mark . The textures are like a quartet. He wrote this one the year Beethoven died. He was only 18 years old There is a classical style with 4 movements. The tempo starts with an adagio and goes to an allegro to an andante and finishes with an adagio. Within the four movements, there are many variations. The first movements starts slowly and the last ends slowly which is with a romantic flair. He is ending on a question mark. Beethovens influence is highly heard. The Dvorak Double Bass Quintet added a Bass instrument to the quartet. "This is one of Dvorak earlier and unknown of pieces" as spoken by the bass player when he explained more about the piece. We never learn his name. The cello becomes freer as he is no longer obliged to be accompany the other instruments. He becomes a soloist. There are times the cellist plays with the first violinist as a duet in the first movement. This is really interesting for a quintet, the viola and the bass start with a 5 note theme that is repeated throughout the whole first movement, either in the 5 note theme or harmony or variations of rhythm. Antoin Dvorak wrote this piece later in his career 1876. It is more in the classical quartet style of 4 movements than Mendelssohn but the orchestration is

Society of Composers, Authors and Music Publishers of Canada v. Bell Research Proposal

Society of Composers, Authors and Music Publishers of Canada v. Bell Canada - Research Proposal Example case between the Society of Composers, Authors, and Music Publishers of Canada and Bell Canada emerged from the dilemma that exists on the extent of the right to access copyrighted information (Hovenkamp 48). With the laws that govern intellectual property being clear on the legality of the limited access to copyrighted songs on the internet, the demand for royalty from the authors causes confusion on the extent of justified free access to such songs. The case between the two entities begs the question of where to draw the line between the freedom for information access and the copyright laws. This research aims to explore the flawlessness of the Canadian copyright laws that stipulate that the free previews comprise fair dealing for the intent of research. This investigation hinges upon methods and mechanisms that aim to uncover answers to the research questions. The selected methods of research emanate from the significant research needs. The sources that the research utilizes are also accessible and available for analysis. This study shall take into consideration some legal principles and beliefs as regarding the application of the copyright law and the right of access to information in Canada and the world through. The study will concentrate on the information that exists and the interrelation of different entities on the validity and significance of copyright laws in a society with special interest to Canada and focusing on the Society of Composers, Authors, and Music Publishers of Canada v. Bell Canada scenario. The research will use different methods of investigations namely, documentary sources, interviews and questionnaires. The documentary sources to use will include both the published an unpublished material focusing on the legal aspects of information in society and the view of different entities in the freedom and need of access to information. The documentary sourced that the research aims to apply includes previous research materials, published and

Canset crotec Essay Example | Topics and Well Written Essays - 500 words

Canset crotec - Essay Example He has performed all over the world in some of the most famous orchestras. Lucia Lin started playing at a young age which the Chicago Symphony orchestra. This is one of the most famous American orchestras. The violist, Steven Ansell plays with the Boston Symphony Orchestra. Michael. Michael Reynalds started with the Muir Quartet, 33 years of playing with the same group. Mendelssohns Quartet in A minor, Op 13 is one of 6 quartets that he wrote in his life time. Mendelssohn lived from 1809 to 1847. This particular quartet was written in 1827. It was written in the typical late classical style. The colors of the piece are romantic. The quartet does not end with a finale but with a question mark . The textures are like a quartet. He wrote this one the year Beethoven died. He was only 18 years old There is a classical style with 4 movements. The tempo starts with an adagio and goes to an allegro to an andante and finishes with an adagio. Within the four movements, there are many variations. The first movements starts slowly and the last ends slowly which is with a romantic flair. He is ending on a question mark. Beethovens influence is highly heard. The Dvorak Double Bass Quintet added a Bass instrument to the quartet. "This is one of Dvorak earlier and unknown of pieces" as spoken by the bass player when he explained more about the piece. We never learn his name. The cello becomes freer as he is no longer obliged to be accompany the other instruments. He becomes a soloist. There are times the cellist plays with the first violinist as a duet in the first movement. This is really interesting for a quintet, the viola and the bass start with a 5 note theme that is repeated throughout the whole first movement, either in the 5 note theme or harmony or variations of rhythm. Antoin Dvorak wrote this piece later in his career 1876. It is more in the classical quartet style of 4 movements than Mendelssohn but the orchestration is

Autonomous Vehicles and Software Architectures Essay

Autonomous Vehicles and Software Architectures - Essay Example Thus, this is a challenge since one cannot predict whether or not the system will fail. In addition, such vehicles are unreliable. For instance, when the control system is affected or rather fails completely, the vehicle cannot be operational. This is a challenge because it inconveniences the owner of the vehicle for he or she cannot use it for daily businesses. There is a difference between designing distributed architecture and non-distributed architecture since the distributed architecture tend to split the middle and presentation tiers logically and physically to perform in several servers whereas in non-distributed architecture, the middle tier and the presentation tier perform in one server. The following reasons explain why there is a difference in designing the two architectures: To start with, the distributed architecture permits distribution of the application elements across various physical servers whereas the non-distributed architecture permits the application to run in only one server and its elements are freely allocated. Secondly, the distributed architecture’s design is complex for web application since it affects performance of the remote calls. On the other hand, the non-distributed architecture’s design is the simplest in web applications since it has no effect on remote calls. Moreover, the distributed architecture is more expensive to design because more materials and procedures are involved in setting up several servers whereas the non-distributed architecture is less costly since it entails a number of stable and easy procedures in setting up a single server. Lastly, in the distributed architecture, the applications are difficult to test and debug for it is fully dependent on the container server. In non-distributed architecture, the application is easily developed, tested and

The Impacts of Fast Food Essay Example for Free

The Impacts of Fast Food Essay The Impacts of Fast Food Fast food can be a cheap, quick meal, but most people do not realize what they are actually getting into. While some may say that the fast food industry has helped the world because it allows people with low incomes or not a lot of time on their hands to be able to get a fast meal, there are plenty of side effects to go along with it. The fast food industry has been developing quickly and has successfully roped in the human race. These restaurants are widely accepted because of their inexpensive food that is extremely addicting. Most people fail to see the other part of the story. In today’s society, fast food seems to be at the top of everyone’s meal list, but at the bottom of his or her concerns. Fast food impacts the economic, agricultural, and health fields. Some people believe that the fast food industry has no bad affects. Even though there are some positive points of it, people should start to also take notice of the negative points. The fast food industry provides jobs for lots of people throughout the world. There are more than 3. 5 million Americans who have been employed with a job in the fast food business (Peterson). This job appeals to lots of people because the employees do not have to be skilled to flip a burger or work a cash register. However, having a job at a fast food restaurant is not always a good thing. With low salaries, the economy cannot improve (Peterson). When there are so many people who have low salaries, nobody is going to be able to afford anything. Susan Peterson, a Ph. D in text theory from the University of Texas, says, â€Å"People work to make money, but what if they are not making enough to get by without help from the government? Susan has a very valid point. If people are not making enough money in their fast food job, how are they going to buy material needs for them or their family? It is great that they have a job and are working to earn some money, but that is not going to solve everything. Robby Kukler, a partner at Atlanta-based 5th-group-restaurants, says, â€Å"We live in a very cost-sensitive industry† (Bowman). Human dependency has played a large role in fast food. When there are so many people who consume fast food regularly, by logic, the industry is going to grow. A survey taken in the beginning of 2013 states that there are about 184, 200 fast food restaurants in America (Burks). Fast food restaurants are meant to be convenient, but when there are so many, too many people eat it too often. In the past forty years, the whole fast food industry has grown from a $6 billion revenue to a $170 billion revenue (Fast Food). Even though that seems like a large amount of time for a small growth, it is not. That is more than $4 billion per year. In 1968, there were only one thousand McDonalds in the United States. Now, there are more than thirty thousand (Cohen). With the rapid growth rate of fast food restaurants, it is just going to get easier and easier for humans to depend on fast food. While fast food affects the economy very heavily, it also impacts thousands of farms all around the country and even the world. Most people do not even know what they are eating when they are consuming fast food. In many places, there are vast amounts of corn and soybeans that become animal feed or ingredients in processed foods (Boyd). As a matter of fact, about 20 percent of the world’s petroleum production goes into the production and transportation of our food (Boyd). Because of this, the food we eat does not come from around the state anymore, but from all around the country or even the world. What people now call â€Å"fresh foods† can come from anywhere. It can be shipped as close as right around the corner, but as far as 1,500 miles away (Garrison). Why would a person want to eat something in which he or she does not know the ingredients or process involved in making it? A typical hamburger contains meat from dozens or even hundreds of different cattle from all around the world (Schlosser). The meat in hamburgers and even chicken nuggets used to come from a few or ever just one cattle (Schlosser). Therefore, if only one cattle is infected with a disease or sickness, there is a good chance that the person who consumes this meat will encounter some of the disease (Schlosser). People should really start to watch what is in the food that they are eating. Most people do not know that in a typical fast food strawberry milkshake, there is a substance used to clean oil rigs (Cohen). This is just one example of people not knowing what is in their food or drink before they consume it. Farms used to be very diverse, growing corn, oats, wheat, hay, fruits, and vegetables (Boyd). To feed a population as large as this one, farming is needed. In America, McDonald’s is the largest purchaser of beef, pork, and also potatoes (Cohen). McDonald’s is also the second largest purchaser of chicken in the United States (Cohen). Without agriculture, the human race would go nowhere in their everyday lives. It is only because of agricultural surpluses that we, as humans, were able to develop science, literature, and all of the other things we like so much (Cohen). We also do not have to fight for survival because farming and agriculture makes it so easy to put dinner on the table and feed people so easily (Cohen). Without agriculture we would not have such an advanced world today.

Horacio V De La Costa Theology Religion Essay

Horacio V De La Costa Theology Religion Essay Horacio V. De la Costa came into existence at the 9th of May 1916 in Maà ºban, Quezon. His parents, a prominent law magistrate Sixto de la Costa and a modest woman Emiliana Villamayor raised and sent him to a public school in Batangas. Right after his elementary studies, Horacio began his schooling in Ateneo de Manila where he pursued academic excellence (being a graduate of Summa Cum Laude in Bachelor of Arts) and student leadership (being a profound writer and editor of the campus newspaper, Guidon). Upon graduation, he realized that he wanted to serve God by exercising his awe-inspiring gifts in writing. He fulfilled his Masters Degree in the Sacred Heart Novitiate in Novaliches, and became a Jesuit and a writer. For two years, Horacio stayed in Ateneo de Manila to teach and enlighten students in the aspects of Philosophy and History. In his professional career, this young intelligent Jesuit composed witty programs such as Kuwentong Kutsero, which portrayed humorous and sarcastic stories of the Manila life; and Teban: The Calesa Diver that mirrored the ongoing dispute in the 1940 Rizal Bill. His television shows turned out to be a nationwide sensation. When the Japanese government invaded Philippines, Horacio was held captive in Fort Santiago for two months because of resistance whereabouts. He assisted in charitable activities such as offering clothes and medical treatments to Filipino and American combatants who have avoided imprisonment. After the end of World War II, Horacio was bestowed the Medal of Freedom by the American Government then, enrolled in Woodstock College, Maryland for theological studies. At age 30, Horacio was ordained as a Jesuit Priest by Bishop John F. McNamara. Also, Horacio attained a doctorate degree in History at Harvard University. As Horacio returned to the Philippines, he became the first Filipino Dean of Ateneo de Manila University in 1953 then, assumed a role as the consultant of the Philippine province of the Society of Jesus in 1958. A scholarship fund from Smith-Mundt-Fuldright enabled him to become a research assistant in London School of Oriental and Africa Studies. Throughout his life, he obtained honorary doctorates from the University of Santo Tomà ¡s, Tokyos Sophia University, and Dumaguetes Silliman University. At age 55, Horacio became the First Filipino Provincial Superior of the Society of Jesus. Two years later, he was appointed as the General Assistant of Fr. Pedro Arrupe, Superior General of the Society of Jesus. Due to his Historical works, he was presented the Republic Heritage Award by the late Philippine President Diosdado Macapagal. Before his death due to Cancer on the 20th of March 1977, he attended the Jesuits General Congregation in Rome to deliver a speech regarding The Jesuits Today. Horacio had given inspiration towards his government-employed colleagues in the likes of Raul Sevilla Manglapus, Jesus Paredes, and former Chief Justice Claudio Teehankee. But what is success for the college graduate and the professional. Surely it is not simply getting rich; joining the affluent establishment; a bungalow in Makati, a mustang fastback, and Paris in the spring, surely it is service.  ¬ Horacio V. De la Costa Teaching with Authority The best example of teaching with authority would be Jesus Christ. Fr. De la Costa said, He taught them as one having authorityà ¢Ã¢â€š ¬Ã‚ ¦ He did not need to cite sources and other authorities for his authority came from within, from his deep relationship and union with God, His Father. Fr. Dela Costa believes that teaching should come not from norms but within, like Jesus Christ who based all His teachings from His relationship with God. Also, we can say that Fr. Dela Costa meant that teaching should be a vocation, one teaches not for fame and glory but to be able to share the knowledge that one has also been able to gain from other teachers. This authority is life-giving for one gives and gives without seeking for anything in return. The Joy of Suffering Fr. Horacio Dela Costa explains how the Catholic faithful find happiness in their belief when the very symbol of its Church is the Cross, a symbol that usually suggests suffering. Father Dela Costas contention is that one must face suffering to face it, to take it, and to make it work for you. He further notes that avoiding or denying suffering into ones life is not a wise choice as it is an inevitable scenario. He quotes, Into each life, some rain must fall, some days must be dark and dreary. This quotation of his suggests the reality of one having to experience suffering in some points of his life. Father Dela Costa gave attention to the reality that pain bothers people as they go on with their lives. Some really get a difficult time and asks why God must permit pain in their lives. Father Dela Costa downplays this question being brought up by the people due to the agony they are experiencing. He suggests that the better way to see it is to find out how to use pain, profit by it, make it pay. He moves that instead of questioning pain, one may live better using it for his own benefit. Father Dela Costa clarifies the two ways of dealing with pain: undergoing accepting. He suggests that the difference lies in getting killed (undergoing pain), or laying down ones life (accepting pain). For the former it is like dying by accident, say, drowning while leisurely swimming by the ocean and for the latter, drowning saving anothers life. The one who accepted pain died for a noble cause, serving his neighbor. This kind of dealing with pain, acceptance, is exemplified by the Cross of Christ. Through Christ We learn not merely to undergo suffering but to accept it. Christ, being divine, understands that He does not need to experience suffering but He chose to suffer for our sake. By his sufferings, we are healed, says Father Dela Costa. Light Cavalry Fr. Horacio de la Costa tells us the story of the beginning of the Ateneo de Manila and the Jesuit schools here in the Philippines. He talks about building a bridge by which the professors will be able to pass from their living quarters to the school. Over time, the bridge did not change nor did the stream of learning that ran through it. This bridge that Fr. Horacio is talking about may not be physically present now, but the image and symbolism that this bridge carries is still with us. The image of the bridge is being referred to as the Ignatian spirituality in Education. This bridge is used when the Jesuits are talking about the intensifying of the bridges across mountains and seas between the five Ateneos, in Manila, Naga, Cagayan de Oro, Davao, and Zamboanga. It was a bridge between Jesuits, lay coworkers, and co-leaders in the mission of the Ateneos and between different generations of leaders. That single bridge over Anda Street in 1859 has become an interconnected world, a network of bridges across time, space, and cultures. In this globalizing world, the role of the educational apostolate has always been so vital for the Jesuits here in the Philippines, since one of the most important shifts of this world is the move from the industrial to the knowledge society. Teaching and researching in Jesuit educated schools must point towards the greater good and utmost importance that you safeguard the humanistic tradition so fundamental to our Ignatian educational heritage. Fr. Horacio de la Costa introduced the idea of Cura personalis, which means, care for the entire person. This concept implies that each and everyone should lend a helping hand to those who are needy. By living out this notion, human beings should respect their neighbors unique situations and worries as well as deficiencies. This has been the standing ground of Ignatian Spirituality utilized by Catholic conventions.

Racial Profiling by Police Essay -- Stop and Frisk

The Fourth Amendment protects the right of people to be secure in their persons, ‘ houses, papers, and effects against unreasonable searches and seizures†¦ (108). Under the Fourth Amendment the legal constraints placed on police and the rules they must follow for â€Å"Stop and Frisk† happened as a result of the â€Å"Terry v. Ohio â€Å"case (162). The constraints are that the police cannot stopped and frisk people without reasonable suspicion probable cause or a warrant. Before 1968 the police could search a suspect only if they had probable cause. After the Terry case the police may conduct a frisk search of a suspect’s outer clothing only if there was reasonable suspicion. The U.S. Supreme Court definition of â€Å"Frisk† is: a patting down of the outer clothing of a suspect based on the reasonable suspicion, designed to protect a police officer from attack with a weapon when making an inquiry. A â€Å"Search† is an exploration for evidence. Although frisk are restricted to a search for weapons that may pose an immediate threat to the officer’s safety, the Court concluded that cases as these are decided by their own facts; generally, however, police officers who see unusual conduct that leads them to conclude that criminal activity are involved and that the persons are armed and dangerous are entitled to conduct â€Å"a carefully limited search of the outer clothing of such persons trying to discover weapons† that may be used to assault them (163) Such a frisk are reasonable under the Fourth Amendment, and any weapons seized is introduced in evidence. Reasonable suspicion is when a police officer has good reason to believe that criminal activity may be occurring as in the case of â€Å"Terry v. Ohio† (162). The police officer observed thre... ...s under O’Malley (100,000) that O’Malley won by a landslide by the number of arrest made. On the other hand Mayor Rawlings engaged the targeted approached and went after violent and repeated offenders which resulted in a decrease in homicide to fewer than 200 in 2011. Racial profiling contributes to many frivolous minor infractions that burdens the prosecutors to bring these cases to court. The court are overwhelmed with trying these cases and that takes time away from the more violent cases As a result the correctional facilities becomes overcrowded which cost the state money. Policing must not be initiated by numbers, race, ethnicity or national origin. Racial profiling violates an individual’s civil right and if being done it violates the 4th Amendment right. â€Æ' Works Cited Albanese, Jay S. Criminal Justice. Upper Saddle River : Pearson, 2013. Print.

Article

You stated that on Saturday September 3. 2011 at exactly 0644 you received a call from Supervisor Everett Knight advising you that Kerry Petit, Field Office Manager canceling you from working the weekend due to weather.. Is that correct? 2. You further stated that you were scheduled to work at Zen-Non Sunday September 4, 2011 and you should have been called back to work when Zen-Non was allowed to work on that date. Is that correct? 3. At what number were you contacted for the cancellation on September 3, 2011? Is the number used to contact you the same number listed in the employee contact list at the field location which you were called from? How do you know? 5. How many field locations are there? 6. Did you have the opportunity to review your personnel contact number on the employee contact list at other field locations after September 4, 2011 ? Were they correct? 7. In what form is the employee contact information listed? Can you give a brief description? 8. How long have you had your current contact phone number? 9. Mr..Shepherd stated that he tried to reach you at (225) 622-3090 do you recognize this number? Do you know how old it may be? Is it current? Where do you think this number came from? 10. Who is responsible for the establishment of employee contact lists? Have you seen an old or multiple lists at any field locations? 11 . Were you ever instructed on who you should contact in the event your contact information changes? 12. Did you receive calls prior to September 4, 2011 to your contact number from the New Orleans Field Office? From who? Article You stated that on Saturday September 3. 2011 at exactly 0644 you received a call from Supervisor Everett Knight advising you that Kerry Petit, Field Office Manager canceling you from working the weekend due to weather.. Is that correct? 2. You further stated that you were scheduled to work at Zen-Non Sunday September 4, 2011 and you should have been called back to work when Zen-Non was allowed to work on that date. Is that correct? 3. At what number were you contacted for the cancellation on September 3, 2011? Is the number used to contact you the same number listed in the employee contact list at the field location which you were called from? How do you know? 5. How many field locations are there? 6. Did you have the opportunity to review your personnel contact number on the employee contact list at other field locations after September 4, 2011 ? Were they correct? 7. In what form is the employee contact information listed? Can you give a brief description? 8. How long have you had your current contact phone number? 9. Mr..Shepherd stated that he tried to reach you at (225) 622-3090 do you recognize this number? Do you know how old it may be? Is it current? Where do you think this number came from? 10. Who is responsible for the establishment of employee contact lists? Have you seen an old or multiple lists at any field locations? 11 . Were you ever instructed on who you should contact in the event your contact information changes? 12. Did you receive calls prior to September 4, 2011 to your contact number from the New Orleans Field Office? From who?

Kite runner redmption Essay

One of the main themes of the novel The Kite Runner Is redemption. Throughout the novel, the main character, Amir, seeks redemption for his sins. Amir states in the first chapter of the novel that he has a past of â€Å"unatoned sins. † Throughout the novel, The Kite Runner, Khaled Hosseini uses the following symbols to express the theme of redemption: The scar above Amirs lip, the lamb and the blue kite. The scar above Amirs lip represents the redemption Amir attained by rescuing Sohrab. Amir travels to Afghanistan to rescue Sohrab, who is being exploited by a Taliban leader. The Taliban leader turns out to be an old enemy from Amirs childhood, Assef. Amir must fight Assef in order to leave with Sohrab. During the fight Amir is beaten brutally until Sohrab shoots Assef with his slingshot. Amir is left with a scar above his right lip, strikingly similar to the one Hassan had after having surgery for his cleft lip. At the beginning of the novel, Amir watches Hassan get raped, but he did not intervene. The guilt from that day haunts him throughout the novel. At one point, Amir even tries to force Hassan to beat him up, as though the only thing that could redeem Amir was being beaten, but Hassan does not and Amir is even more ridden with guilt. When Rakim Khan calls amir, he says, â€Å"Come, This is a chance for you to be good again. † It is clear Rakim Khan understood the guilt that Amir was feeling, and realized that Amir had been searching for redemption all his life. Khan new that rescuing Sohrab was the only way Amir could truly find redemption. The rescue of Sohrab, was the rescue of an innocent, the rescue of a lamb. Throughout the novel, a reoccurring image of a sacrificial lamb represents a path to redemption. Amir tells the reader how during the Muslim holiday of Eid-Al-Ahda, the Mullah sacrifices a lamb. The look on the lamb’s face during the sacrifice stays with Amir for the rest of his life. When Amir witnesses Asseff rape Hassan, he remarks, â€Å"I caught a glimpse of his face. Saw the resignation in it. It was a look I had seen before. It was the look of the lamb. † Once more in the novel, Amir is reminded of the lamb, when he witnesses Asseff exploit Sohrab. The link between Hassan, Sohrab and the Lamb is their innocence; Because Amir betrayed an innocent Hassan, he must save an innocent to be redeemed, Sohrab is this innocent lamb. By ending the exploitation of this figurative lamb, Amir attains redemption for his sin. Finally, returning with the blue kite was an avenue of redemption for Amir. Every winter, in Kabul, there was a large kite-fighting tournament. The tournament was a big deal to the people of Kabul. Amir and Hassan won the tournament, but in order to truly be victorious, Hassan had to retrieve the blue kite so Amir could bring it home as a trophy. During the kite tournament Amir states, â€Å"All i saw was the blue kite. All i smelled was victory. Salvation. Redemption. † Specifically, redemption in the eyes of Baba. Amir had stated earlier in the novel how he thought Baba thought of him as weak, but this was Amirs chance to be strong in the eyes of Baba, and end Amirs longing for Baba’s love. In conclusion, the rescue of Sohrab, the sacrificial lamb and the blue kite represent redemption for Amir’s sins. Redemption is a main theme of the novel, and Khaled Hosseini uses the aforementioned symbols to tell the story of Amir’s quest for redemption. Amir’s quest makes one question whether sometimes the sinner, is also the victim. As a mere child, Amir betrayed his friend, out of fear, out of cowardice, and out of selfishness, but he did not know that decision would haunt him for the rest of his life. Did he really deserve the punishment befallen on him?

Nintendo Marketing Plan

| Marketing Plan Nintendo Encore| | | | | | | | | | | | | TABLE OF CONTENT 1. Executive Summary4 2. Problem Statement4 3. External Analysis5 3. 1 Macro Analysis5 3. 1. 1 Demographic5 3. 1. 2 Economic5 3. 1. 3 Social-Cultural6 3. 1. 4 Technological6 3. 2 Meso Analysis7 3. 2. 1 Global Video Game Industry Sales7 3. 2. 2 New Trend in Video Game Industry8 3. 2. 3 Porter’s Five Forces9 3. 3 Competitors Analysis10 3. 3. 1 Sony10 3. 3. 2 Microsoft11 3. 3. 3 Apple12 4. Internal analysis13 4. 1 The Company13 4. 2 Current Marketing Strategy13 5. SWOT Analysis16 5. 1 Strengths16 5. 2 Weaknesses16 . 3 Opportunities16 5. 4 Threats16 5. 5 Confrontation Matrix17 6. STP17 6. 1 Segmentation17 6. 2 Target Market22 6. 3 Positioning22 Strategy23 7. 1 Market Share Strategy23 We focus our area of expertise which is to entertain everyone, especially the household. We do not enter the segment that we don’t excel such as hardcore video games (wars, violence, etc. )23 7. 2 Product Strategy23 We e nter mobile gaming sector as the mobile gaming industry is booming. People are buying games and applications on every available device including iOS devices, smartphones, tablet PCs and more.Our main competitors, Sony and Microsoft are also jumping into the mobile gaming industry, in order to compete with them, we need to focus on the mobile industry. 23 We should continue to Improve our current consoles. Some of the ways that we can do this is by letting the consumer play DVD and MP3s, giving the Wii remote a rechargeable battery, and allow the consumer to save games on an SD card. 23 Product improvement will enable consumers to play social network games on Wii consoles, 3D games on Wii consoles. 23 7. 3 Pricing Strategy23 8. Objectives23 8. 1 Long Term Goals23 8. 2 Short Term Goals25 8. 2. Operational Goals25 8. 2. 2 Financial Goals25 ?To increase a 3% of growth rate in UK operation by the end of 201225 ?To reduce costs of goods sold by 10% in the end of 201225 ?To increase profit margin by 5% from UK operation by in the end of 201225 ?To invest 5% more on promotional cost by the end of 201225 9. Marketing Mix25 9. 1 Product25 9. 2 Price25 9. 3 Place25 9. 4 Promotion26 10. Budget26 11. Recommendations26 12. References27 13. Appendix28 1. Executive Summary At the moment, Nintendo is facing some serious problems regarding to its decreasing sales revenue, less productive and less innovative.It is important that in the coming three until five years that the company can gain back or even increase its sales and thus to reach higher annual growth rate. To overcome those problems mentioned above, Nintendo needs to focus on their competitive advantage and also entering new segment in the mobile gaming as well as social media gaming. From the external analysis we can see that UK is one of Nintendo’s most potential markets since it holds 12% of market share in video game industry. Furthermore, the increase use of mobile devices and internet connections have also been new opportunities for the company.Meanwhile, strong competitors (e. g. Sony and Microsoft )and the existence of substitute products (e. g. mobile gaming and social network gaming )have also caused serious threats to our company to lose more market share . Our company offers various product lines for its Nintendo Wii, namely â€Å"Wii Fit† which is a fitness game,† Wii Balance† Board which enables players to â€Å"head† virtual soccer balls and to experience ski jumping on a TV screen. Besides, handheld console like Nintendo DS is also our second best product. However, all these current product lines are apparently not sufficient in strengthening our sales revenue.Therefore new strategies formulated, they include improving our current Nintendo Encore consoles, inventing new 3D game consoles, and also switching handheld gaming to mobile devices and social network gaming. In short, we will mainly use line extension in our strategy. In addition to that, h igher investment on our Research and Development Department and stronger promotion activities will also be implemented in the coming 3 horizontal years. We will use our current distribution channels including retailers and outlets.Online selling through company websites and another webshops are also included. Some promotion activities include advertisement through TV commercials, newspapers, posters, billboards, social media pages and special display spaces in retailers and outlets. Finally, the budget highlights some key financial figures such as an 10% decrease in COGS by the end of 2012 2. Problem Statement For many years Nintendo had been number one console manufacturer in the video games industry. However, the company is losing sales as well as market share to its competitors for some reasons.First, some competitors have become more innovative because they have improved the technology discovered initially by Nintendo in creating their Wii. It is very important to remain innovat ive in this highly competitive industry and we could say that the company might stayed too long on their ‘comfort zone’ with the launch of the Wii which was a massive success. It did not take long before the competitors created imitations of the similar technology and, even more they developed further making other game consoles (Xbox360 and Play Station) which are more appealing due to the new features.As a consequence at the moment Nintendo has been a step behind them. Furthermore the needs of the gamers are changing in the day by day basis. Nowadays more and more people do not play video games in front of the TV like they did before since the development technology has made the TV unnecessary. The introduction of smart phones and tablets have change the gamers’ way on playing video games. These new gadgets allow people to be 24-7 connected on the internet and the amount of games available online that can be play on a telephone or a tablet is huge.Therefore, mob ile device gaming is a segment with a fast growth rate at the moment, though the world is in a recession. All these developments have created a new type of market. The video games industry has changed dramatically, from a teenage boy playing in front of the TV to a business man or woman playing on a smart phone, blackberry or tablet. Video games are socially accepted as an entertainment tool and has being viewed positively. Finally new online companies are creating new games that do not need a console so they can be played easily, anytime and anywhere.This factor affects our sales dramatically because our product might be seen as old fashion. Nintendo however is not present in this new market and therefore it is very important to take in consideration to enter this new area because at the moment the company does not have products that satisfy those new needs resulting in the loose of sales and consequently revenues. 3. External Analysis 3. 1 Macro Analysis 3. 1. 1 Demographic The cu rrent population in the United Kingdom (UK) has reached 62. 3 million based on mid-2010 estimation and this puts UK on the 22nd position worldwide based on total population point of view.This number has increased by an average of 0. 6 percent each year since 2001. Furthermore, natural change which is the difference between births and deaths has accounted for an increasing proportion of the total population change in this country. In 2011 there are 17. 9 million families in the UK and of these 12 million consisted of a married couple with or without children. There are also 26. 3 million households of which 29% consisted of only one person while almost 20% consisted of four or more people. The density in this country is around 255. 6/km2. 3. 1. 2 EconomicUK’s economy has been the sixth-largest national economy measured by nominal GDP and seventh-largest measured by purchasing power parity (PPP). The total GDP has accumulated to $2. 253 trillion in 2011 and $35,646 per capita w ith 0. 8% of annual growth and 1. 2% projected for 2012. The main sectors include agriculture, manufacturing, construction and services industries. The number of real GDP fell slightly in the last few years due to the recession that hits EU region. Meanwhile the current unemployment rate in UK is 8. 4% compared to its employment rate of 70. %. According to the report from the Office for National Statistics, the inflation (CPI) in UK stands around 4. 2% in December 2011 with the largest downward pressures of change in CPI came from petrol, gas and clothing 3. 1. 3 Social-Cultural British people show high appreciation on certain cultural issue for example literature, education, sports and another sociological aspects. Over 75% of UK citizens consider themselves to belong to a religion while only 27% of them who regularly attend religious services according to a report from Gallup International.Weekends are considered important occasion for families in the British society because paren ts are free after working for five days during the week and therefore the chance when families can spend time together. An Euro statistic survey showed that UK citizens spend about 45% of their free time watching television, 24% on socializing, 22% on sport and hobbies and 10% on other activities. Some popular sports in UK are rugby, tennis, cricket and football. Meanwhile, average of only 15 minutes a day are spent on doing sports by the either young or old British people. 3. 1. 4 TechnologicalThe technology sector has shown big changes through the years. The use of mobile phones as well as internet services has increased dramatically in the last ten years. For example in the UK there is a significant growth in the use of mobile internet in the previous 12 months with an extra 6 million people using their mobile phone to access the internet from 44% to 71% in one year. The graph below shows us some information about the use of internet from 2009 until 2011 divided in 6 groups of ag e categories. Graph 1. Mobile Phone Internet Connections 2009-2011 Source: Office for National Statistics, 2011We can see that the most active internet browsing are the first 3 groups which range from 16 until 44. Moreover, the usage of mobile internet has doubled from 2009 to 2011. This will be a perfect chance for companies that are related or engaged to this field to strengthen their position in the market. 3. 2 Meso Analysis 3. 2. 1 Global Video Game Industry Sales The gaming industry is one of the most dynamic growing sectors in the last century. The projected total sales of video game industry in 2011 was around $65 billion compared to the revenue in 2007 which was $41. billion as shown in the next graph. This number will keep growing in the future. According to the Price WaterhouseCooper’s report â€Å"Global Entertainment and Media Outlook: 2008-2012†, the console games category is growing by 6. 9 per cent annually. Meanwhile the global video game industry is g rowing at the annual rate of 10. 3 per cent. By looking at the graph we might conclude that this particular industry is currently still growing at relative high speed. This means great opportunity for companies whose main focus are on this field. Graph 3. Global Video Game Revenue Source: PriceWaterhouseCooperFurthermore, the table below shows us the top ten markets for global video game business. It reveals the average amount of money spent on game consoles, revenues and percentage of market share of each country. The USA has the biggest market share about 40% with the revenue around $22 billion, while the UK is on the second position with 12. 57% of market share and total revenue $6. 825 billion. After that Japan follows with 11. 87% of market share and revenue of $6. 443 billion. Table 4. Major Markets of Video Game Industry Source: VGsales 3. 2. 2 New Trend in Video Game IndustryAs stated in the introduction part, the video gaming on mobile devices is the current trend worldwide . People feel the need of playing game everywhere and anytime when they are not at home. Another supporting factor is the availability of internet access to mobile devices. By referring to the Graph 1. Mobile Phone Internet Connections 2009-2011, the numbers of people who use the internet connection through their mobile devices has doubled in the last three years. It has created more options for the consumers on the video games they wish to play and how or when they want to play. 3. 2. 3 Porter’s Five Forces . 2. 3. 1 Threat of New Competition In UK video game industry, the threat of new competitors will be unlikely occurred due to many barriers in this sector. These barriers prevent new entrance to the industry and this means that company like Nintendo do not need to worry about the possible new competitors in a certain length of period. 3. 2. 3. 2 Threat of Substitute Products Nowadays people travel more often that includes longer time and distance than few decades ago. The needs of having mobile devices or portable electronic devices such as tablets during their travel time become significant.This segment creates the threat of substitute product to Nintendo with their mobile video gaming. Another substitute product for Nintendo is social network gaming, in which consumer can play games through their social network pages or account. 3. 2. 3. 3 Bargaining Power of Customers Heavy gamers might have formed strong attitude towards their favorite game consoles. However, for majority of casual gamers, most video game consoles deliver more or less the same value that is to entertain during their leisure time.Therefore, choosing another video game consoles when the first choice is not available can be easily done and this means that our consumers have high bargaining power 3. 2. 3. 4 Bargaining Power of Suppliers In manufacturing video game consoles, Nintendo’s suppliers might have high bargaining power since the company depends highly on suppliers in producing specific custom-made computer chips which are used in the consoles. Moreover, our suppliers might also decide to enter the same market where Nintendo is currently serving by producing their own consoles.Therefore, the possibility of our suppliers becoming our competitors is always a concern in this business. Moreover, the decision of switching from one supplier to another can also be very difficult due to time, costs and energy consumption. 3. 2. 3. 5 Intensity of Competitive Rivalry Big market players in UK video game industry are always at the edge of inventing and producing the newest innovation in the shortest period as possible. When one company starts to introduce a new product in the market, then the competitors will also do the same or even develop a higher level roduct. This means that in video game industry Nintendo is facing a high intensity of competitive rivalry. 3. 3 Competitors Analysis 3. 3. 1 Sony Profile of competitor: ‘’Sony is committed to developing a wide range of innovative products and multimedia services that challenge the way consumers access and enjoy digital entertainment. By ensuring synergy between businesses within the organization, Sony is constantly striving to create exciting new worlds of entertainment that can be experienced on a variety of different products’’, says Sony about their company.The 8 major product categories Sony is active in are: Audio, Video, Photography, Home Cinema, Computers, Communication, Semiconductors, Electronic components . Threats they can pose: Sony has recently registered for a patent on incorporating real-life with video-games in the form of a â€Å"depth sensing device†; â€Å"a three-dimensional camera† that uses â€Å"controlled infrared lighting† to scan an area. This is proof that they are thinking ahead to a new console already, which means we need to make haste in our development. Objectives of competitor:Sony’s areas which t hey are focusing on to expand can be divided into four parts: Networked Products and Services, 3D World, Competitive advantages through differentiated technologies and Emerging markets. Strategies they are pursuing and how successful are they: They are introducing the Sony tablets S1 and S2 to enter the media entertainment on tablets market, and while this could very well be successful it is not a market we are currently aspiring to enter so the effect on our sales needs to be researched further.Another broad strategy they are incorporating is to lower their prices since sales of certain products have been low due to high prices. They have consistently been cutting the prices of their products, including their games and game consoles, so meeting these prices is imperative. Strengths and weaknesses: An example of Sony’s strengths is the fact that they have a strong brand image, as people who have had their most successful console, the PlayStation 2, will have positioned them f avorably in their minds as ‘the company who produced the PlayStation 2’.This means that they do have meanly loyal consumers. One of Sony’s weaknesses is that while they are present in many markets (ex. Gaming, photography, home cinema’s, computers, etc. ), they are not the leading company in any of them. Their product lines are too broad and they have to focus on too much to be able to be the market leader in specific markets, where Nintendo focuses on the gaming industry alone and Apple mainly focuses on its own software on computers, cellphones and IPods. This gives them an advantage and Sony a disadvantage.Another weakness is that the pricing of their latest PlayStation 3 has been relatively high compared to the other newer consoles on the market, and many consumers found this price to be too steep. Sales of the PlayStation 3 have therefore been slow, and Sony was not able to make the PlayStation 3 the success it should have been. Their new product pric ing strategy is something for us to focus on and to use to our advantage by pricing our products lower than theirs if possible and using market penetration as a pricing strategy. 3. 3. 2 Microsoft Profile of competitor: ’We are committed long term to the mission of helping our customers realize their full potential. Just as we constantly update and improve our products, we want to continually evolve our company to be in the best position to accelerate new technologies as they emerge and to better serve our customers’’ says Microsoft about their own company. They have 8 business divisions they focus on, namely: Interactive Entertainment Business, Windows Phone, Windows & Windows Live, Online Services, Server and Tools, Microsoft Business Solutions, Microsoft Office and Skype.Threats they can pose: The fact that they already have new products planned for release is a disadvantage as they will hit the market before our new product will, and they could benefit from that with their sales. Objectives of competitors: The objectives of Microsoft or 2012 are; to make the Windows Phone weather the strong competiton they expect to get from other mobile companies, to engage in media partnerships to make the Xbox a connected TV and media device and to make their PC Windows 8 program work on every platform (tablets, PC, etc. ).Strategies they are pursuing and how successful are they: One strategy of Microsoft to compete with the Nintendo Wii is the Xbox Kinect System, which allows users to play controller free (a feature the Nintendo Wii does not have) and has a similar motion detection play which Nintendo used for the Wii. This has enables them to fiercely compete with the Wii and gave the them an advantage that made many consumers consider buying the Xbox Kinect System over the Wii. Another thing they are focusing on is the incorporation of Xbox Live into the Windows phone platform. ’ Mobile phones as handheld gaming consoles are very challengi ng markets as phones have got better design and technology, and we’ve chosen to make our bet around the phone instead and add Xbox Live services to Windows Phone 7 instead’’, stated by Microsoft in their press release . The big hit for the future will be the release of the Xbox 720 late in 2013, and it is said that it will have 6 times the graphic capability of the current Xbox 360. This new Xbox will also be accompanied by a new version of the Kinect system which will have an on-board processor to be able to detect user motion better.Strengths and weaknesses: A major advantageous factor of Microsoft is that they already have some new developments and products coming out in the future. They are already one step ahead of us, both in terms of the phone as a handheld gaming-device as the new version of their Xbox 360 (with an even better version of their very competitive Kinect system)23/24. The sales of the Xbox 360 and Kinect have been good since they introduced the products, as they sold 66 million consoles and 18 million Kinect systems so far. A newer version of the Xbox would have many followers who were satisfied with the Xbox 360.A weakness is that, compared to Nintendo’s prices, the Xbox series has been priced relatively high. Even the games themselves rate $20 to $40 dollar more per game compared to Nintendo Wii games. 3. 3. 3 Apple Although Apple is not aiming for a top spot in the gaming industry, the convenience of the Iphone as a handheld gaming device has risen through the roof as many consumers download apps and games on their mobile to entertain them during their day. Why should consumers buy a separate Nintendo DS or other handheld device when they always carry around their mobile phone?This is a threat to us on the mobile phone platform, yet is it also a threat to our competitors who also have plans of integrating mobiles with handheld gaming. 4. Internal analysis 4. 1 The Company Nintendo is a company that manufactur es and distributes interactive entertainment products. It was founded and located in Japan with its main focus on the home entertainment and portable game devices. Nintendo also provides hardware and software for its video consoles. The company operates primarily in Japan, however its business has expanded globally.The main factory is located in Japan with subsidiaries in the UK, Spain, Germany, France, Italy, and Australia. Moreover this firm is also involved in the manufacturing and distribution of poker cards (Pokemon). 4. 2 Current Marketing Strategy Nintendo’s products include home video game consoles and handheld video game systems, such as Game Boy and Nintendo DS. The company also offers various product lines for its Nintendo Wii, namely â€Å"Wii Fit† which is a fitness game,† Wii Balance† Board which enables players to â€Å"head† virtual soccer balls and to experience ski jumping on a TV screen.The basic strategy that Nintendo has been usi ng is the expansion of the world wide gaming population. The company is encouraging people from all over the world, regardless of age, gender, language, cultural background or gaming experience, to embrace and enjoy video games as a way of entertainment. The firm wants to expand his market, by creating Nintendo DS which is a portable game system that has the goal of attracting the new gamers that demand a portable gaming device and, with a Wii console that targets the families because it put smiles in the people around the gamer.If we look at video games we can see that nowadays they are more accepted in society than before. Video games are used as a learning and entertaining tool for the youngest, a way of staying fit for the house wife and finally and more importantly playing a video game is something that the whole family can do together in the living room of the house so the family can have some quality time together. At the moment Nintendo wants to further the penetration of Wi i by encouraging communication in the living room of each user through continuous software launches which will positively surprise consumers with brand new game play.In addition, Nintendo will release Nintendo 3DS that allows people to play video games in 3-D without the need for any special glasses, and will strive to satisfy more people by offering innovative game-play with Nintendo 3DS. The brand Nintendo is one of the most recognized brands in the video games industry. The company has been operating since 1977 with color television games, and is consider being the oldest in firm in the market. It is one of the largest console manufactures in the world, and is a leader in the handheld console market.The company has released four generation of gaming console devices in the past 20 years; (Nintendo entertainment system, ; Super Nintendo Entertainment System; Nintendo 64; GameCube; Nintendo DS, Nintendo DSi and Wii). In the handheld device segment, Nintendo DS hardware sold 27. 11 m illion units in 2010, Nintendo DSi which was lunch in 2008 sold more than 100 million units, faster than any console in the history of video games. In the console area Wii hardware achieved world sales of 70. 93 million units and Wii software achieved 16. 4 million units, Wii fit plus use to help people to be fit, sold 12. 65 million units globally, The new Super Mario Bros which allows four players to interact at the same time sold 14. 7 million units in 2010 . Due to all the previously mention Nintendo is well established Brand name in the Video game industry with 47. 2 percent of the market. Graph 5 & 6 Console Sales Market Share by Company & Positioning Key Consoles Source: The Video Gaming Industry Outlook, Business Insight, May 2011 The company can be found in countries such as in Japan, US , South and North America and Europe.The manufacturing premises are located in Japan and it operates throughout subsidiaries in US, Canada, the UK, Spain, Germany, France, Italy, and Austra lia. Moreover his global presence allows Nintendo to sell his products to most of the world. The company get his revenues as follows: 44% from America,33% from Europe,16. 1% from Japan and the rest from other countries . However not everything is good news for Nintendo, the company has been experiencing a decline of sales in 2010, The earthquake in Japan affected sales in that country. The operating profit in 2009 was 30. 9% going down to 24. 85% by 2010. Moreover declining operating profits affected the making profit capacity of the company affecting the confidence of the shareholders of the firm. In 2011 sales are declining as well falling below predictions. Heavy completion and the appreciation to the Yen against the Dollar, and the low price of the Wii consoles are affecting the profit were affecting the operating profits of the company Nintendo have only one source of income which is selling video consoles and video games. However, Sony and Microsoft have more sources or income .For instance Sony is a leader in the production of electro domestics, phones, computers, smart phones, tablets, audio systems among others. This gives to this company more resources that can be invest in R&D without taking a big risk. Microsoft is the world lieder computer manufacturer and this products are known globally. These two competitors improved the technology created by Nintendo with the Wii. Play Station and Xbox 360 have lunched better game consoles base on the revolutionary technology of the Nintendo Wii. Graph 7 Comparison between key video game consolesSource: The Video Gaming Industry Outlook, Business Insight, May 2011 The company depends heavily on outside manufactures for some of the parts of his products, moreover most of this suppliers are located in other countries. This could become a problem if any of the suppliers interrupt production, this could have a devastating effect in the company business performance. Also de possibility of any disagreement with these producers can create a problem for Nintendo 5. SWOT Analysis 5. 1 Strengths * Nintendo’s well-known brand * Existence in global market * Specialized in-house R&D department 5. Weaknesses * Limited source of income * Declining profit margins * Dependency on suppliers * Low investment in R&D compared to main competitors Sony and Microsoft * Low brand loyalty 5. 3 Opportunities * Dynamic growth of video game industry * The increasing use of mobile devices (iPhones, iPads, Smartphones, etc. ) * The easy access to internet connections * UK as the second biggest country holding video games market share * The high amount of average money spent on video consoles by UK consumers 5. 4 Threats * Strong competitive markets * Cheaper by-products (softwares) from competitors High varieties of competitors’ softwares (types of games) * Competitors’ better technological improvements 5. 5 Confrontation Matrix Graph 8 Confrontation Matrix 6. STP 6. 1 Segmentation Geographic in UK : | | Country | Unite Kingdom – is the largest video games market in Europe with the sales of $6 billion in 2008, however, the market has been fallen by 13% in 2011. | Major Cities | Birmingham EdinburghGlasgowLeedsLiverpoolLondonManchesterIn the major cities, there is a limited space and choices for children to play outside or adults to interact with each other. Climate| Rainy, cloudy and foggy. People prefer to stay at home rather than going out in such weather. | Density| Urban, suburban, rural | Population| The UK population is 62. 3 million by mid 2010. 16 – 59 year-old people are 43. 3 million; they are the major working people. ? The average gaming age is now 23+. ? 38. 2% of the UK population is an active computer gamer.? 51. 2% of British men and 25. 1% of British women aged 10-35 play games regularly. ? The average computer gamer has been playing for over 10 years. On average, gamers play for 11 hours per week. ? 27. 2% of all active gamers in the UK are wome n. ? The average age of the UK female gamer is 30-35 years old. | | | | | Demographic in UK: | | Age: 6 – 55 year-old| Consumer needs and wants change with ages. As we offer game players to not only 12-16 years old boys, but also to mature generation. â€Å"Heavy† (At least once a week and up to daily: the younger the gamer, the more likely they are to play daily)48% of UK 6-65 year olds (21. 6m) – 27% male (12m), 21% female (9. m)â€Å"Medium† (1-3 times a month)7% of UK 6-65 year olds (3m) – 3% male (1. 4m), 4% female (1. 6m)â€Å"Light† (Less than once a month) 4% of UK 6-65 year olds (1. 9m) – 2% male (0. 7m), 3% female (1. 2m)Age 6 – 10: Light users. They like to play games with their friends and classmates either by internet or individually. Age 11 – 15: Medium users. Most of people from this group are still at school; they play games via mobile and internet with friends and classmates. Age 16 – 24: Heavy us ers.These people are very busy with establishing a career, starting a family, getting started in their home and have a bit of fun as well. Age 25 – 35: Heavy users. Age 36 – 50: Medium users. As for this group, besides males, the females who plays games, most of them are housewives and have several children at home. The purpose they play it because their children are at school or they want to keep fit. They are not heavy users. Age 51 – 65: Light users, most of them are either housewives or retired people.Some of them are still very active and play Nintendo with their grandchildren. | Gender: male, female| We are offering a game machine to both males and females. As we know, boys like soccer and fighting games better, but girls like sports and dancing games more. To make sure that we will fulfill the wants, we have to develop games, which fit for both genders at the same time. | Family size: 2-4| Most families nowadays have 2-4 people, but we have to say there a re some over 20 year-old young adults are living by themselves. | Income: | Average income is 1200 pounds. Generation: Baby blooming generation,Generation X, generation Y| For the baby blooming generation, we say that most of them are over 40 years old. They could use our product because they are either housewives or have children, in that case they are light users and just want to keep in fit. With the younger generation, we should realize that smart phone are their â€Å"best toy† for people under 18 years old, and for people over 18 years old, mobile phones are their â€Å"best mate† which could help them to find friends, places, read a book and etc.If we want to develop a new product, we need to relate our games with their so-called â€Å"toys† or â€Å"mate†. | | | Behavior: | | Benefits:| Fun, entertaining, keep fit, increase self-esteem, improve social skills, stress relief, improve eyes and hands coordination and learning. | User status:| We defin ed a â€Å"gamer† as someone who had played a game on a mobile, handheld, console, PC, Internet or interactive TV at least once in the last 6 months: a broad definition designed to capture any â€Å"light† gamers as well as medium or heavier gamers. Loyalty status:| No brand loyalty, since consumes are easier to switch to a new and better quality and technology game machine. | Usage rate:| – â€Å"Heavy† (At least once a week and up to daily: the younger the gamer, the more likely they are to play daily)48% of UK 6-65 year olds (21. 6m) – 27% male (12m), 21% female (9. 6m)- â€Å"Medium† (1-3 times a month)7% of UK 6-65 year olds (3m) – 3% male (1. 4m), 4% female (1. 6m)- â€Å"Light† (Less than once a month) 4% of UK 6-65 year olds (1. 9m) – 2% male (0. 7m), 3% female (1. m) | Attitude toward product:| 6 – 25 years old: Enthusiastic26 – 36 years old: Positive neutral37 – 65 years old: Neutral There are certain amount of people in the above groups are Negative about our products. | | | Psychographic in UK Social Class| The Upper ClassOften people with inherited wealth. Includes some of the oldest families, with many of them being titled aristocratsThe Middle ClassThe majority of the population of Britain. They include industrialists, professionals, and business people and shop owners. Lower or Working ClassPeople who are agricultural, factory workers.The British Class System todayAlthough some people in the UK still refer to themselves as â€Å"working-class†, â€Å"lower-middle† or â€Å"upper-middle† (and of course there are those who think of themselves as the â€Å"elite† class), to the majority of the British the meanings don't seem to matter much these days. | Lifestyle| Teenagers: They use mobile phones a lot for gaming, communicating and Facebook. (Mobile heavy users)Adults: They use mobile phones also quite often for communication, agendas a nd few of them use that for on-line gaming.Retired people: Most of them who have a mobile phone are used as just a phone, to communicate with people for emergency. | Occupation| Kindergarten children Primary school studentsMiddle school students High school students College studentsHousewivesWorkers Retired people| 6. 2 Target Market After analyzing the segmentations, we are targeting the groups of people as follow: – All the 7 major cities in UK. | -16 – 59 years old people are 43. 3 million, they are the major working people . (But however we also target the people from 6-16 years old)| – Occupation: Children, teenagers, workers, housewives, retired people. To make these targeting groups, we based our brand image and our products functions. The main point is to entertain people, it doesn’t certainly mean that we have to fulfill only young boys’ needs and wants, but we are targeting more variety groups of people. For example, as in one family, if there are 4 members who are a housewife (43 years old), husband- businessman (45 years old) and a son (16 years old), a daughter (10 years old). They just have to buy one gamer to entertain the whole family. For housewife, she could keep herself still in shape by doing some yoga while the kids are at school. * For husband, he could play some games as darts or golf during the weekend. * For the little son, he can play super Mario or online game with his classmates after school. * For the daughter, she can invite her friends over to play the †just dance† game. 6. 3 Positioning Nintendo has been a major contender in the video industry for past several decades, and has faced the challenge of developing and maintaining the competitive advantage over the years.With the introduction of Nintendo Wii console, the company gained a stronghold as a leader in the video game industry. However, Sony and Microsoft are quickly gaining on Nintendo’s competitive advantage, forcing t he company to monitor to reevaluate its strategies. To maintain the competitive advantage, Nintendo must looking forward influencing the customers of Sony and Microsoft, continue developing innovative technologies, and also consider the impact of the social networking and mobile devices on the gaming industry.Nintendo is delivering the fun gaming experience to customers. Since it has a unique advantage to its competitors. They do not providing the violence games as shooting for teenage boys which are the common gamer user in the society. That’s the reason Nintendo could target a wide age and occupation range customers. Strategy 7. 1 Market Share Strategy We focus our area of expertise which is to entertain everyone, especially the household. We do not enter the segment that we don’t excel such as hardcore video games (wars, violence, etc. ) 7. 2 Product StrategyWe enter mobile gaming sector as the mobile gaming industry is booming. People are buying games and applicati ons on every available device including iOS devices, smartphones, tablet PCs and more. Our main competitors, Sony and Microsoft are also jumping into the mobile gaming industry, in order to compete with them, we need to focus on the mobile industry. We should continue to Improve our current consoles. Some of the ways that we can do this is by letting the consumer play DVD and MP3s, giving the Wii remote a rechargeable battery, and allow the consumer to save games on an SD card.Product improvement will enable consumers to play social network games on Wii consoles, 3D games on Wii consoles. 7. 3 Pricing Strategy We are focusing on keeping the existing product, however we should be not expanding ; improving current product that we have in order to attract more consumers and keep developing product till it meets consumer’s needs. Since there is strong competition in a market from Sony and Microsoft, often customers are faced with a wide choice of who to buy from. They may buy fro m the cheapest provider or perhaps from the one which offers the best customer service.Nintendo, being the cost leader therefore can offer prices lower than the competitors. 8. Objectives 8. 1 Long Term Goals * To be the biggest video game manufacturer in terms of market share in UK in the coming five years (2013-2017) * To realize a total 15% of annual growth rate of the UK operation in the first five years starting from January 2013 * To make the Nintendo Encore brand the most preferred video game brand of 6 – 65 years old of family and casual gamers in UK by January 2017 8. 2 Short Term Goals 8. 2. 1 Operational Goals To realize a total sales of 6 million units Nintendo consoles in UK market by December 2013 * To increase UK customers’ brand awareness by December 2012 through intensive advertising programs * To invest 10% of UK’s annual revenue in Research ; Development Department starting by beginning of 2012 * To put the Wii encore on the market by July 201 2 in the UK market * To train * To maintain good relationship with customers through social media pages by updating newest product information starting from June 2012 8. 2. Financial Goals * To increase a 3% of growth rate in UK operation by the end of 2012 * To reduce costs of goods sold by 10% in the end of 2012 * To increase profit margin by 5% from UK operation by in the end of 2012 * To invest 5% more on promotional cost by the end of 2012 9. Marketing Mix 9. 1 Product For the UK market our main focus on the product will be Nintendo Encore consoles. Meanwhile our handheld consoles such as Nintendo DS and its product lines will still be manufactured and sold as they are at the current moment.However, new improvements will be created to fulfill consumer’s needs in mobile gaming sector. This can be in the form of mobile games applications (Apps) and it will allowed consumers to play Nintendo’s games through their mobile devices. Below are more options on our product development: * Development of more varieties of new games * Concentration on 3D consoles * Reintroducing old famous games in new Nintendo consoles and mobile gaming application with better quality and features. 9. 2 Price * Using the current consoles price as the basic price reference * More for less strategy will be implemented Bundle price(Wii+ Super Mario New Limited Edition, buy 2 get 1 free, Wii Encore+ accessories) 9. 3 Place * Current distribution channels ; outlets (big retailers, smaller digital shops, toy stores) * Online selling through company websites and another online stores such as Amazon, eBay, etc. 9. 4 Promotion * Advertisement through television commercials, posters, billboards, social medias. * Buy some display space in outlets * Training and distributing the specialized sales team in outlets and retailers that sell our consoles 10. BudgetOur budget is based on the 3-year forecast starting from 2012 and can be found in the appendix. Some important points are: * Cost of goods sold is expected to decrease 10% in 2012. * Advertising/ promotional costs are increasing * Income tax is 10% 11. Recommendations If Nintendo want to recover sales and become number one in the video games industry is necessary to take some actions: One way to accomplish this is to extend or expand its video game genres to attract more gamers than the family-friendly games. If we look at our competitor we can see that they ocus on intricate fantasy role-playing games (RPGs) for mature audiences. When we develop games for this groups the company will be in better position to compete with Sony and Microsoft, however, this could risk damaging Nintendo’s brand and to move from one public to another can have possibly more negative effects than positive. Another option is for Nintendo to continue developing innovative games and technology. As an example we can mention Nintendo’s recent introduction in Japan of the 3DS, a hand-held console that allows users to pl ay games in three-dimension.Because of this we can say that the company is a leader in handheld consoles, and this new console definitely helps the company maintain its competitive industry in that field, moreover Nintendo could start to develop a similar 3D capability for the Wii to further revolutionize the gaming experience. Lastly Nintendo should consider to expand to social networking and mobile devices, which is growing rapidly. More than one third of mobile phones owners play video games whit their telephone. To enter this market Nintendo could consider develop simple, puzzle-type games for Facebook and mobile devices.As a consequence the company would align with the current focus on simple and casual gamers and more importantly it can open a brand new market with enormous potential given the popularity of smart phones and tablets at the moment. The company can further develop its capabilities to allow users to play social networking games on the Wii console. As a conclusion Nintendo must continue with the development of innovative technology and new game concepts. It is necessary to be realistic and in to take in consideration that the company has very strong competitors in this market.Moreover it is necessary to pay attention to the change in needs of our current and not customers so the company can deliver customer satisfaction if we want to remain profitable. 12. 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Appendix ——————————————– [ 1 ]. http://www. ons. gov. uk/ons/taxonomy/index. html? nscl=Population,