Argument For Legalization of Gay Marriage Essay

Argument For Legalization of Gay Marriage - Essay Example Although most people do not support the legalization of gay marriage, this treatise argues that it ought to be legalized since it is their civil right, which is entirely different from religious beliefs. As the paper unfolds, reasons given by critics on why gay marriage should not be legalized will be counterattacked by supporting arguments. Same-sex couples should be treated equally and allowed full benefits of marriage without being seen as inferior or immoral as they help in adopting children, bringing up open-minded children, contributing financially through taxation, and due to the fact that failing to support them is a direct violation of their human rights. Discussion It is the contention of this treatise that gay marriage should be legalized because of the numerous benefits that come with it. For instance, same-sex marriages help in ensuring that cases of children adoption are heightened. Critics argue that gay marriages promote immorality among children who end up following similar routes (White 241-242). However, this is a baseless and fallacious argument, considering that gay marriage helps in ensuring that homeless children get loving families who can take care of them just like other children coming from straight family backgrounds. Additionally, the choice to be gay is optional and not imposed on anyone. Therefore, alleging that the act promotes immorality as children adopted end up being gay is an irrational argument that should not be put into consideration. It should be noted that gay marriage helps in encouraging solid family values as it leads to an increased number of children adopted. Additionally, most people argue that gay marriages ought not to be legalized since it goes against the moral as well as the definition of marriage. They also allege that it ends up destroying the sanctity of a society and family values. Others go ahead to allege that it is against religious ideologies such as Islam and Catholicism (Andryszwski 33-34). However, this is an equally unfounded point considering that religious and civil marriages are separate institutions. Today, most couples do not require religious leaders to be present in their wedding; therefore, the grounds of law and religion are two separate entities. Furthermore, though religious beliefs are important, it is to be understood that not all people are religious or believe in the doctrines of the church. Therefore, failing to support such groups is a direct violation of their freedom. Though most people strongly believe that children need both parents, the American Psychological Association claims that girls who are raised without the support of their fathers are at high risk of getting involved in sexual activities (American Psychological Association). Additionally, critics often argue that gay households do not offer an appropriate environment for raising children. Again, this is rather a biased, baseless, and irrational observation as studies carried out on children rai sed from same-sex households’ shows that children from such families feel empathetic and open-minded as compared to other children (DeMotier). This is because the quality of family relationships is more crucial among those children than the structure. Additionally, according to the Human Rights Campaign Foundation, children who are raised by gay families perform just as well as those raised by straight families (Knox and Schacht 263).

Ecotourism and Carbon Neutrality Research Paper

Ecotourism and Carbon Neutrality - Research Paper Example 265). On top of these direct benefits, there are also indirect contributions in the form of millions of dollars directed to conservation projects from entrance fees, tourist philanthropic donations and ecotourism-operator philanthropy. However if ecotourism wishes to claim environmental bragging rights, it has to do better with regards to carbon usage and climate change. Like most contemporary forms of travel, ecotourism depends heavily on fossil fuel-dependent forms of transportation. This means that responsible travel to natural areas starts out with an environmental debt, especially with regards to the carbon emissions that must be repaid for there to be a net environmental gain. It is imperative that ecotourism incorporates other creative forms of carbon balancing as part of the customary practice, thus reducing its carbon debt from the start. Carbon neutrality is the benchmark in the maturation of ecotourism (Durham & Stronza, 2008, pg. 266). Ecotourism and Carbon Neutrality Inc reasingly ecotourism has been described to represent or at least encourage sustainable forms of tourism in natural areas. Sustainable tourism is focused on using resources sustainably and reducing over-consumption and waste (Buckley, 2004, pg. 15). Ecotourism is defined as the environmentally responsible travel and visitation to relatively undisturbed natural areas in order to enjoy and appreciate nature and any accompanying cultural features that promotes conservation, has low visitor impact and provides for beneficially active socio-economic involvement of local population (Ceballos-Lascurain, 1996, pg. 20; Buckley, 2004, pg. 15). However, travel or mobility are mostly associated with considerable resource use in the form of fossils fuel and it therefore directly challenges the... This paper approves that ecotourism has been recognized and acclaimed with safeguarding biological and cultural diversity, reducing rural poverty and increasing public consciousness of environmental concerns as well as bolstering ties concerning tourism operators and local population. For this reason, it has increased in popularity with tourists as well as governmental development organizations and conservation agencies. However, for ecotourism to remain viable and appealing into the future, unambiguous and untainted means must be found to make ecotourism carbon neutral or better. This essay makes a conclusion that universal resorts in pursuit of being carbon neutral have begun to use alternative fuels in their service vehicles in an attempt to cut down toxic emissions. Moreover, the cooking oil utilized in its restaurants is reprocessed and reused as are the paper and cardboard supplies used throughput the resort. At SeaWorld and its affiliate parks, hydrogen energies fuel shuttles, dinnerware and utensils are produced from vegetable starch and sugarcane. Seafood, even for its animal populations is procured from green and natural fisheries, moreover, it has teamed up with the Rainforest Alliance to guarantee that foods acquired are farmed and harvested in manners that protects and safeguards area wildlife, habitats as well as the people. By the way, still in pursuit of carbon neutrality, the use of public transportation most notably by Disney World has gone a long way in reducing carbon emissions.

State of Confusion Paper Essay Example for Free

State of Confusion Paper Essay Determining the difference between personal jurisdiction and subject matter jurisdiction will help to determine which location a lawsuit should be filed in. Defining interstate commerce and which level of government has the right to place restrictions on the commerce is important when discussing a lawsuit. Understanding how lawsuits work as well as what lawyers will try to introduce within the court will allow the defendant to be able to better predict the outcome of the lawsuit. Personal Jurisdiction Personal jurisdiction also known as personam jurisdiction is the courts authority over the parties involved in the dispute (Melvin, S. P., 2011, p59). Personal jurisdiction, defined in this manner, the parties involved can be a business or an individual. It is the courts responsibility to determine fairness to all parties involved while complying with the laws of the federal constitutional requirements. The court determines personal jurisdiction over a party who lives in another state by a state long-arm statute. The court must determine if the out of state defendant, transacts business in the other state, commits a negligent act which leads to a loss to the other party, or owns property within the state (Melvin, S.P., 2011, p61). The court will look at Truckers lawsuit to determine if the State of Confusion’s statute causes a loss to Trucker’s business. The injurious effect will be taken into consideration at the lower courts level. Does the statute of the State of Confusion cause an injurious effect on the Tanya Trucker a resident of the State of Denial? Subject Matter Jurisdiction Subject matter jurisdiction is the courts authority over the dispute between the two parties (Melvin, S.P., 2011, p59). State courts are who handle any matter involving state statues, state common law or a state constitutional issue (Melvin, S.P., 2011, p60). The federal court will only hear matters in which arise from a federal statute or regulation, federal common law, or an issue with the U.S. Constitution. Federal courts may also hear matters when the parties involved are from two different states or if the monetary amount is greater than $75,000 (Melvin, S.P., 2011, p 60). The federal government will only provide a ruling based on state law if the diversity of citizenship is used. Both subject matter jurisdiction and personal jurisdiction must be satisfied before the federal court will be able to hear the case. In Tanya Truckers case against the State of Confusion the trial should be held in the federal courts within the State of Denial. The basis for this belief is because the matter between the State of Denial and Tanya Trucker is the nonresident (Trucker) is alleging loss to her business by the State of Confusion, therefore, the federal court within the State of Denial will hear the case but base the decision on the State of Confusions state statute as well as follow the Commerce Powers as defined by the US Constitution. Legal Issues Tanya Truckers attorneys will argue the State of Confusion has passed statues which attempt to regulate interstate commerce. The statue states all B-type truck hitches are required on all trucks which pass through the State of Confusion or the State requires the truck without the hitch to go around the State of Confusion therefore limiting the interstate commerce. This statue directly effects the Commerce clause of the US Constitution. The State of Confusion will argue the statue does not provide discriminatory laws on out of state business, the statue is a legitimate effort to regulate health, safety, and welfare (Melvin, S.P., 2011, p35). The State of Confusion will further argue the statue allows for the safety of the B-type hitches allows the fellow commuters on the highway protection because of the safety of the hitch which is installed. The hitch will prevent accidents to other motorists on the highway. The statue allows the state to protect the commerce on the highway by requiring the hitch be installed on all vehicles which pass through the state. The research presented allows me to conclude the court will side in favor of Tanya Trucker. The State of Confusion is discriminating against all trucks and towing trailers by forcing them to use a specific hitch or not pass through their state. This statue is in clear violation of the Commerce Clause set forth in the US Constitution. Stages of a Civil Suit In order to know the stages of a civil litigation it is important to know the definition of what civil litigation is. Civil litigation is a dispute resolution process where the parties and their counsel argue their view of a civil (noncriminal) controversy in a court of law (Melvin, S.P., 2011, p78). The stages of a civil litigation can overlap at times causing the stages to become blurred however, the stages help to allow the parties involved to understand the process and make sure a clear and concise resolution or ruling has been made. The stages of a civil litigation are, prelawsuit, standing, complaint and summons, answer, counterclaim, motions, discovery, pretrial conference, and trial. Following these stages and going through each stage completely allows for an unbiased verdict either by judge or jury. Prelawsuit Prelawsuit is an informal demand from one party to another. Prelawsuit allows for the parties or their attorneys to get together and discuss the issue. Prelawsuit is each party’s way of letting each other know what their demands are before a formal lawsuit is filed. This first step can help to resolve a number of issues before the costly issue of suit follows. Standing Standing is one party asserting a claim they have suffered an injury if fact, harm that is direct, concrete, and individualized, and articulates what legal redress exists to compensate for the injury (Melvin, S.P., 2011, p79-80). The standing formally tells the other party exactly what their conduct is doing to the economic interest of the business. Complaint and Summons The complaint and summons stage is also known as the pleadings stage. If no resolution in the informal stage can be attained then the formal proceeding begin with a complaint and summons. A complaint is the facts of the case in a formal matter which describes the liability and the defenses of the party (Melvin, S.P., 2011 p80). A summons is a formal notification to the defendant that s/he has been named in the lawsuit and informs them that an answer must be filed within a certain period of time (Melvin, S.P., 2011, p80). Answer An answer is a formal document which addresses each complaint from the defendant. This document usually states what each party agrees to and what each party still disputes. If the answer does not come in a timely matter the other party can be held in default which will allow for the other party to automatically lose the suit. Counterclaim A counterclaim is a way for the plaintiff to assert a countersuit establishing their credibility and attesting to damages by the defendant for not following the statue. The counterclaim being filed gives the defendant the ball in their court. They must now answer to the countersuit in a timely manner or be held in default. Motions A motion is a document filed by one party that requests court action in a matter pertaining to the litigation (Melvin, S.P., 2011, p84). A common motion filed in courts is the motion to dismiss. Discovery Stage The discovery stage allows each party to gather evidence to present in the pretrial conference and to be used in the trial. There are many different methods in the discovery stage. Depositions are common in this stage of discovery. Depositions are oral questions asked in front of a witness (Melvin, S.P., 2011, p84). Pretrial Conference A pretrial conference’s primary purpose is to encourage each party to agree to a settlement. If a settlement is reached the trial will not proceed. If a settlement is not reached then the parties will appear for the trial. The pretrial conference is usually each party and their respective attorneys appearing before the judge. Trial A trial as defined by the text The Legal Environment of Business generally takes place in front of a judge as the finder of law and a jury as the finder of fact (Melvin, S.P., 2011, p86). There are many stages to trial such as jury selection and opening, testimony and submission of evidence, closing arguments and charging the jury, deliberations and verdict, posttrial motions and appeals, and collecting the judgment. Trials can lead to a settlement when either party realizes they are found at fault prior to the verdict. A settlement can happen at any stage of the trial proceedings. References: Melvin, S. P. (2011). The legal environment of business: A managerial approach: Theory to practice. New York, NY: McGraw-Hill/Irwin.

Established Brand In Highly Competitive Indian Market Marketing Essay

Established Brand In Highly Competitive Indian Market Marketing Essay As there are other strong players like Britannia, HUL, Knorr etc. in the market for branded packaged food, it is imperative for ITC to implement sustainable marketing and operations strategies to gain a competitive advantage and rapidly grow its business share. In order to attract new customers and to retain existing ones a new plan is proposed for ITCs Sunfeast to launch brown bread, as growing health concerns and WHO identifying the high level of sugar, salt and preservative found in biscuits as harmful might affect the brand in near future. The SOSTAC (Situation, Objectives, Strategy, Tactics, Action and Control) framework will be used to understand the companys marketing strategy. Differentiation in terms of product marketing can be useful for Sunfeast as it already has its presence in the FMCG market, a study of existing strategies of this brand in the FMCG market can help draft new marketing strategies for the future. Identifying the strengths of ITC in utilizing its already existing market for product marketing, distribution and also its operations strategies implemented to create brand positioning is important in formulating a new strategy, to achieve its goal of sustainable growth through increased revenues and higher profitability. Detailed understanding of the activities required for the successful implementation and their operationalisation for launching brown bread can be found in the Gantt chart. 2-Introduction As a marketing consultant, this report will aim to exhibit current marketing and operational strategy to implement a sustainable marketing and operations plan that enables Imperial Tobacco Company (ITC) brand of Sunfeast Biscuits to enhance value for its customer and in the process increase its revenue share and profitability The report will demonstrate the ability of Sunfeast to launch brown bread in fast moving consumer good market (FMCG) of India to generate sustainable revenue and value for both customer and the company, by suggesting meaningful changes to its current marketing and operational strategy. 2.1 Objectives Critical evaluation of the current and revised Marketing Strategies In detail, planning of one specific, and new, sustainable initiative, and its marketing/operationalising, to both current and new customers Provide detailed understanding of the activities required for the successful implementation and their operationalisation Justify how both Marketing and Operations must integrate strategically and drive this initiative for sustainable customer value. 3-Analysis The current situation Company Background Sunfeast biscuits ITCs brand in the FMCG segment in the branded and packaged food was initiated in July 2003 with an aim to capture the biscuits market and it has been successful in expanding its foray into a range of biscuits and bakery products. According to business standard (2009) the brand has been catering to all segments of the market with variations in its products to help differentiate itself from other brands like Britannia and Parle. Among the other range of products like tobacco, cigarettes, personal care and stationary, the company has is well diversed portfolio in branded food segment that include staple food, biscuits, snack food, ready-to-eat food and confectionery with over 170 different products under 6 brands. In 2005 Sunfeast diversified into food segment with Sunfeast yippee noodle and pasta to gain sustainable competitive advantage over its competitors like Maggie (Nestle),Knorr (Galaxo Smith Kline) Hindustan Unilever Limited (HUL), utilising a well established distribution channel that has been created by huge tobacco business. Sunfeasts key products are : Sunfeast Milky Magic ,Sunfeast Marie Light, Golden Bakery ,Dark Fantasy, Dream Cream, Snacky, sweet n salt, Nice ,Sunfeast Benne Vita Flaxseed Biscuits ,Sunfeast Special. (Sunfeast collection -source -itcprtal.com) 3.1.2 PEST ANALYSIS FOR SUNFEAST Political Rapid development programmes, facilitation of increased FDI. Larger centralized wholesale markets (Chengappa, 2011 p.1). Support for competitive markets. Tax relief for international firms, incentive to develop in India. Strong technological focus in order to present to the global economy, India as a technology hub. Greater liberalization in the markets (Market research, 2010 p.1). Economic Rising consumer spending in India, Indias income will triple over the next three decades (McKinsey Global, 2010 p.1). Fifth largest consumer market Predicted to be the second largest economy by 2050 in the BRICS study (Wilson and Purushothaman, 2003 p.19). Declining poverty Greater infrastructure developments, allowing for a greater output of goods. Shift from rural spending to the cities, predicted that by 2025 cities will have 62% of the countrys appending power. Rise in supermarkets. Social Desire for healthier produce. More globalized tastes influencing the range of food produce available. Greater product ranges, in line with consumer expectations for an increasing amount of variety. Increased affluence is re-shaping consumer desires. Focus on international brands and goods. Technological Advances in technology to improve production and operations management. Links with total quality management in which a focus is created on long=term relationships in order to improve production. Rapidly developing market, rate of change is fast and thus, technological improvements will result in a more innovative culture for the firm. Technology facilitates greater quality control. SWOT ANALYSIS FOR SUNFEAST Strengths ITC is one of the worlds most reputable companies Market capitalization to the value of $18 billion Diversified product portfolio, which results in a spreading of strategic risk. Sun Feast has a strong brand image, which connotes happiness and pleasure. Growth rate of 53%. Focus on experiential marketing in which, the emotional aspects of the brand are highlighted. Diversification within the product line, presence in all types of biscuits categories. Strong focus on healthy products, kid friendly goods, which mothers will purchase. This is in line with the changing social environment. Strong brand image and high levels of customer loyalty. Successful move into the savory market. Production of noodles and pasta. Key focus on operations management in order to ensure minimal waste and efficient production. In line with lean manufacturing. Inherent focus on marketing, customer focus and a need to be reactive and adaptive to change. Weaknesses The business continues to use its original trading name Imperial Tobacco Company this could result in negative connotations with the brand and it is difficult to find a link between tobacco and Sunfeast goods. Company is inherently dependent on its tobacco products, as such this accounts for 47% of the firms revenue. Thus, the company is likely to experience future criticism due to the health associations with smoking. Lack of focus on sustainability and corporate social responsibility this is an area which could differentiate the company in the future. Failure to treat staff as an intangible resource (Henry, 2007 p.32). Opportunities Further expansion into the savory market Differentiation strategies in order to gain a competitive advantage (Henry 2007 p.42). Future strategic vision in order to discern trends in the external environment. Internationalization of product range. Utilise innovative strategies in order to leverage sales. Long-term strategic vision to turn the company into Indias premier brand. Opportunity to increase market share Threats Increase in both domestic and international competition. Emerging consumer society could result in greater buyer power. Is being a diversified conglomerate the most beneficial strategy formation? Negative association with the parent company. 3.1.4 ANALYSIS OF SWOT AND PEST A review of the external environment facilitates an ability of the firm to discern trends, which, can then be translated into a strategic vision. To ignore the external environment is to be unfocused, and a in a market as rapidly developing as the food retail market, this could result in a decline in profits for the firm. From a resource-based view of strategy (Wernerfelt, 1997 p.6), it can be seen that ITC are able to utilise their strengths to respond to the market. For example: the company have a strong brand image, and it is this brand image, which has supported the development of the firms diversification strategies. The very move into the production of biscuits has been allowed due to high levels of customer loyalty and recognition that the brand represents quality. This will in the future facilitate the firms diversification into other markets, such as the launch of brown bread products. Finally, consideration must be given to the huge potential, which the domestic market hold s for Sunfeast. India is developing at a rapid rate, and as mentioned has gained increased attention due to the publication of the BRICs study, as such it is important for the firm to further establish themselves in their own domestic market, before tapping into the potential of international markets. Such advice is given due to an influx of international firms, who may produce a more competitive environment, which Sunfeast must be well equipped to respond to. 3.1.5 STP ANALYSIS OF SUNFEAST Segmentation is an adaptive strategy, and as such it consists of a separating of the market with the intention of selecting one or more market segments, which will facilitate the ability to match marketing mixes to specific market needs. Through such a strategy Sunfeast will be able to gain a competitive advantage, and this is something, which as noted by Porter (1998p. 231) has a powerful effect on competitive advantage because it shapes the configuration of the value chain. By understanding consumer needs, Sunfeast will be able to specifically meet their needs and expectations, and therefore, added value results. Thus, at present Sunfeast can be seen to carry out large amounts of market research. This is something, which provides the firm with an ability to position themselves in the market successfully. They are able to segment their consumers based on their needs, for example: families, affluent single consumers, elderly consumers, those with dietary requirements etc. As a result, Sunfeast have several ranges, and this has resulted in them developing their market share in a steady manner (current market share 10%). By focusing on the specific needs of the consumer, Sunfeast are able to provide higher value to their consumers. From an economic perspective, it can be seen that firms create monopolistic market conditions through the utilisation of various curves of demand for a specific product category (Ferstman and Muller, 1993). Thus, in line with Porters five forces model, it can be seen that specific market segmentation lowers competitive forces through the creation of submarkets, and a more focused marketing approach. With regards to positioning, Porter (1998 p.42) noted how a firm must either follow a strategy of cost leadership or differentiation. To follow both is to have an unfocused strategy, and thus it can be seen that ITC through their Sunfeast brand target the mass market through a strategy of cost leadership. By targeting the mass market the firm are able to target to the needs of a large group due to a variety of product lines. This in turn produces higher revenues and results in greater profits for the firm. CURRENT MARKETING AND OPERATIONAL STARTEGY OF SUNFEAST Establishing a new brand in highly competitive Indian biscuit market was not easy for Sunfeast, especially when its an unrelated diversified venture. In 2003, ITC forayed into this market; everybody doubted its ability to launch a successful brand in biscuit market. According to Business Standard (2008) ITCs ability to gain competitive advantage by utilising its competences like highly organised distribution channel and brand building capabilities has helped establish itself as a serious FMCG player. Economic times (2009) states that Sunfeast holds 9-11% share of this market. Careful brand building and heavy and innovative promotion has helped Sunfeast position itself as a dynamic and exiting brand. Being a convenience good, Biscuit industry requires constant innovation so that value can be provided and sustained for both customers and shareholders. Innovative products like orange marie and milk glucose biscuits aim to provide that extra value than can edge Sunfeast over its competitors. In 2003, Sunfeast was launched with innovative six varieties of biscuits. Primarily the product, which has been taken as a teatime snack, has encountered a wild transformation with new innovative flavors of Sunfeast. The core strategy of its products has been new taste, something fresh and 4 biscuits equal to 1 roti did wonders. The excellent promotion and advertising policy like Sunfeast Open and Hara Bano campaigns helped the product and created awareness among people. Market Share Breakdown  -The Indian biscuit industry is dominated by brands like Parle, Britannia and Sunfeast. The company set up and integrated food manufacturing facility in each region that gives them advantage when it comes to distribution and packaging. The company leverages its excellent distribution and supply chain management system that has made sourcing from farmers very easy, 4 lakh display rack is a by product of combining both its mark and operation network. ITCs Sunfeast packaged food has high quality and safety measures with its manufacturing units being accredited by third party for Hazard Analysis Critical Control Points (HACCP) standards. Also, ITC has RD centers with product-specific technology cells (PTCs) which cater to the business through market intelligence, product testing and Product Quality Rating System (PQRS) services, Prototyping services through advanced pilot plants, flavor and fragrance development services, periodic audit of factory quality systems and Product Knowledge and Training Workshops. It also collaborates with national and international RD institutions to continuously improve its RD facilities, key processes, products, services performance (www.itcportal.com) TV commercials along with print media are prominent in Sunfeasts advertisements. Celebrity endorsements, children, advertisements revolving around the theme of happiness with a smiling sun as logo, event sponsoring like The Sunfeast Tournament for Tennis, etc. are the promotional activities that the brand engages in (Angshu, 2009). ITC has been investing 35-40% of its turnover from the biscuits segment for advertising and promotion which amounts to about Rs 115-120 crore which is much higher than the 10% investment by leading player, Britannia (rediff.com, June 28, 2006). RECOGNIZED RISKS As mentioned, Sunfeast provides a large selection of different products in packaged food segment, in order to maintain its competitive positioning in the market Sunfeast is continuously increasing its product range. Hence there is a lot to pressure on its marketing department to be dynamic and proactive. New communication strategy is required to reach ever demanding and price wise Indian consumers. Therefore, company cannot rely on same marketing and operational strategies to stay competitive especially when huge global giants like Galaxo SmithKline (GSK) and United biscuits are ready to take on Indian market. Growing health concerns regarding effects of packaged food on kids has not helped the company as majority of the products are targeted towards kids. World health organization (WHO) has identified the high level of sugar, salt and preservative found in biscuits as harmful for kids. Therefore, company has to come up with products that are free from artificial stuff and at the same time is health option rather than just being a snack so that value can be added and sustained for its customers and shareholders in long run. PROPOSED MARKETING PLAN In order to minimize level of salt, sugar and preservative and yet improve value for the customers, Sunfeast can introduce brown bread which is rich in anti-oxidants like magnesium, iron, selenium etc. Brown bread rich fibre content acts as a bowel stimulant and prevents digestive problems and constipation. Brown bread has zero calories and it is very good for health. According to (hdfc.com) there are about 75000 bread manufacturers spread all over India including some of those operating from even residential premises. South India consumes 32 percent of the total bread produced in the country followed by north which consumes about 27per cent, west 23 per cent and east 18 per cent. The total bread production in the country is estimated to be 3.75 million tonnes annually growing at a rate of about 6 per cent. Sunfeast will need to have manufacturing units in all four regions to keep quality and freshness. The key driver that indicates vast scope for consideration of nutrient enriched brown bread is the encouraging trend among of population of lower and middle class to consume nutrient rich bakery products. According to a survey conducted by times of India (2010) bread consumption during breakfast is finding popularity among Indians, replacing traditional Chapattis. This initiative will help Sunfeast gain 2-4 % share in first year and in the year two can company will plan to target wholesale market by supplying Kfc and McDonald direct which will help generate extra revenue and contribute to grow overall revenue of Sunfeast by 4-6% in year three. Sunfeast has a core strategy of providing healthy products at basic price and our proposed plan is in line with overall business strategy. 3.2.1 SOSTAC FRAMEWORK The SOSTAC framework will be used to discuss the marketing strategy for Sunfeast brown bread. This framework helps evaluate the brands position in the market along with identifying ways or options of how to position it in the future (Smith, 2003). SOSTAC- a generic framework for e-marketing planning 3.2.1.1 SITUATION where are we now In order to analyse the current situation the TOWS matrix will be used as below: TOWS MATRIX FOR SUNFEAST External Opportunities: 1-Long-term trend of consumers purchasing healthier goods. 2- Expansion of diversified product ranges. The opportunity to use brand image to further the business portfolio of the group. 3- Increasing consumer spending, more affluent market. 4- Rise in supermarkets allowing for products to reach a greater mass market External Threats: 1- Global economic crisis causing a strain on consumer income. 2-Rise in social concerns, linked to negative connotations with the parent company image. 3-Increased domestic and international competition. ITC must focus on the creation of submarkets and a focus on diversification strategies. Internal Strengths: 1- Trusted brand image, this is linked to higher levels of customer loyalty. 2-Strong, reputational brand in India. 3-Infrastructure development in India. 4-Strong customer focus and a development of the marketing mix. SO strategies: 1-Strong organisational culture, focus on innovative measures. 2-Expansion of product ranges to spread risk and target a larger mass market. 3-Rise in e-commerce, online supermarkets allowing a greater access to markets. ST strategies: 1-Intangible focus on staff. Greater training and development in order to ensure strong supplier relationships and consumer relationships. 2-Differentiation in order to overcome competition. Internal Weaknesses: 1-Confused brand image, no clear link between tobacco and biscuits. 2-Issues with quality control, returned produce. 3-A need for a clear strategic focus. WO strategies: 1-Clear displays of product ranges. 2-Changing the image of ITC in order to present one clear dedication to a specific product range. WT strategies: 1-More customer orientated relationship. 2-Focus on added value for the consumer; experiential marketing will enable a greater ability to link to consumers. 3.2.1.2 MARKETING MIX OF SUNFEAST -7PS The marketing mix of sunfeast has helped it grow 28% in the last quarter. Figure On next page 3.2.2 OBJECTIVES Where do we want to go The objective of introducing Sunfeasts brown bread will be discussed in details below using the SMART model. Specific Greater focus on training programmes for their staff. This will promote the intangible nature of their staff, which in turn will contribute to a competitive advantage. This can be developed within 1-2 years. ( Continued-next page) Focus on strong relationships with the consumer and suppliers. This will increase the quality of the goods being released and will ensure a greater reputation. Continued development on product ranges greater diversification. Launch of a brown bread range. Measurable Feedback systems can be developed to review the financial benefits associated with a greater development of strong relationships with suppliers. Feedback systems from which consumers can give their opinions and input into new product ranges. Achievable ITC has an established recognition as a strong and developed brand. As such it can be seen that the firm have already many provisions in place, which will ensure the achievability of the objectives. http://www.itcportal.com/shareholder/annual-reports/itc-annual-report-2010/images/page39-1.png(The Stockholm challenge award 2006 ITC e-chaupal winner) The firm has strong resources and capabilities. As such it is these resources, which will develop an achievability of the objectives. Realistic The objective to build stronger relationships with both suppliers and consumers is realistic as it is in line with the culture of the firm. Furthermore, it can be seen that the development of new product ranges, is in line with the innovative culture of the firm. Large and experienced workforce. Timed A detailed breakdown of time required to complete this objective can be found in appendix 1. 3.2.3 STRATEGY How do we get there? Strategic vision is seen as the long-term direction of the firm. A focus on a vision is needed and as such this will develop the organisational culture of the firm (Wilson, 1992 p.18). ITC have a strategy, which is customer focused, and in turn this has resulted in a development of ranges, which are specific to consumer needs. Segmentation of the market can clearly be identified as the family market, and the more affluent single market. Thus, a clear differentiation exists between milky family biscuits, and luxury chocolate biscuits. Even better understanding of market segmentation, targeting and positioning is needed for future success. The launch of a brown bread product range requires a greater understanding of the market, and thus a combination of internal, external and customer analysis will contribute to the development of a strategy which is customer focused. 3.2.4 ACTION Who is responsible for what and when? ITC need to conduct in-depth customer research in order to find out whether customers have a desire to eat brown bread, and whether they would purchase such a good, and if so at what price. Pricing strategies are vital, and as such it can be noted that the price point of the product must be correct. Furthermore, due to it being a new product launch, the company must ensure that quality is assured. This therefore promotes a need to focus on marketing strategies and in particular the need to promote experiential marketing (Schmitt, 1999 p.53). The product range can be tried by consumers, and can result in the development of a customer base before the official launch of the product. The company must focus on building an image, and developing an emotional link between the consumer and the product. Table below (Source: Sustainability Report 2010, 2010, pp 30, 31) represents the stakeholders roles and responsibilities at ITC: Stakeholders Role Task Shareholders Ensure continued profitability and growth, communication and investor servicing. Corporate website is made available to inform and serve the shareholders with a direct response email too. Also, the Chairman meets the shareholders at the Annual General Meeting to address and provide clarifications through an open dialogue. Customers Share needs and aspirations for products and services during customer engagement process. Market surveys, personal contacts, customer satisfaction surveys, joint development and improvement projects, discussions of quality, cost, etc during customer engagement process. Employees High levels of performance to strengthen organizational efforts for competitiveness. Through workplace interactions, talent recognition programmes and employees/Manager surveys, employees are engaged to remain globally competitive. Farmers Form part of the value chain. Improve quality of agri-based raw materials sourced from the farmers by partnering with them while ensuring improved productivity, assured markets and better price realization. Suppliers Have a critical role in the value chain as they have the capability to provide quality products and services. During the supplier engagement process, supplier concerns like cost of materials, timely payments, variability in demand, capacity improvements, etc. are discussed and compliance to standards are ascertained. Community Responsible for the social performance of the company as part of its vision for inclusive growth. Community need assessment surveys in and around the operating units to provide support. Government Regulatory and public policy frameworks through industry bodies. Best-in-class practices adopted by proactively interacting with Government Regulatory authorities. 3.2.5 CONTROL How do we keep track of progress? Planning and control are inherently linked and are a necessary part of any marketing plan. Control is a fundamental management activity, and as such it can be seen that there is a growth in strategic management literature (Jaworski, 1988 p.23). At a strategic level it can be seen that the firm must track progress in a manner, which contributes to both the short-term objectives and long term goals of the firm. Feedback systems are vital, and as such it is important that SMART objectives must be considered in a manner, which can be controlled. 3.3 OPERATIONAL CHALLENGES AND PLANS TO OVERCOME THEM. There are operational challenges associated with the development of a new production range. At present the firm produce largely biscuits, however, recently have made moves towards the production of pasta and noodles. Therefore, the firm has the ability to change their production lines in order to facilitate the production of brown bread. Importantly, any change to the organisation has to be linked to change management theories (Hayes, 2007 p.12). And, as such it can be seen that the work of Kotter (1996) must be followed to ensure that the change is a smooth process. Change must be communicated in a clear manner, and most importantly the firm must project that the introduction of a brown bread product range would result in greater opportunities for the firm. 3.4 STRATEGIC INTEGRATION OF MARKETING AND OPERATIONS There is an inherent need for an integrated marketing mix. Furthermore, it is important that any marketing techniques are inherently linked to the operations of the firm. This integration will ensure that a smooth image is presented to the consumer, and such a clear brand image will link to higher levels of customer loyalty. There is a need for the two departments to work together, largely due to the fact that production will vary depending on what the marketing department dictate. The integration of the two will focus on much more than just supply and demand, and will focus on an improved organisational culture (Pickton and Broderick, 2008 p.19). 4- CONCLUSION In conclusion, in relation to the SMART objectives it can be seen that the launch of a brown bread product range would be in line with changing consumer demands, and would be aligned to the projection of the future financial figures. ITC must focus on the provision of product ranges, which are targeted to the needs of the consumer. Healthier demands, and a focus from the government on healthier and outdoors activities, drive the market for healthier produce such a brown bread. By showing the consumer the benefits of the brown bread, they will be able to tap into a differentiated market and gain a competitive advantage.

Multidisiplinary approaches in ergonomics :: essays research papers

In the redesign of an assembly or packing line a multidisciplinary team of medical and technical representatives work collectively to identify, evaluate, and control risks to employees whilst maintaining productivity for the company concerned. Those who contribute to the redesigning of industrial equipment, such as assembly or packing lines, include professionals with a variety of expertise, including the occupational health nurse, occupational therapist, occupational hygienist, physiotherapist, ergonomist, human resource staff, and the design engineers. The role of each representative from the seven groups will often overlap, the objective for all however is to identify health hazards in the workplace and eliminate them, protecting workers from the primary sources of health risks whilst designing proficient equipment that makes the best of the workers potential without exceeding their physical and psychological capacity. The role of the occupational health nurse is to provide nursing care in the work environment to employees and others with injury and illness. The nurse gives emergency care, prepares accident reports, and arranges further treatment or care if required. They also assess work environments for potential or actual health problems. Their contribution to redesigning an assembly or packing line would be in the form of supplying valuable data from incident and accident reports that identifies hazards relating to the existing equipment (Lloyd, 2002; Quinlan & Bohle, 1991; Sanders & McCormick, 1993). Responsible for preventative modification of the working environment has generally been assigned to occupational hygienists, engineers, and ergonomists. Occupational hygiene is an environmental science concerned with physical, chemical, and biologic hazards to the worker. The occupational hygienists recognize that safe and healthy working conditions enhance the quality of life for the people involved and contribute to productivity. Broken into three phases, identification, evaluation, and control, the occupational hygienist collects information from a variety of sources by breaking the overall work area into component processes, identifying hazards associated with each process. They will then evaluate each identified hazard by assessing the level of risk involved. With hazards identified and the risks evaluated a control strategy is designed to minimise exposure to acceptable levels. Engineering control strategies aim to prevent illness and disease by the modification of tools, equip ment and processes (Lloyd, 2002; Sanders & McCormick, 1993; Quinlan & Bohle, 1991). Similarly, ergonomics is an expert technical approach. The scientific study of the physical relationship between people, the equipment they use and the environment they work in. Their role is to optimise the relationship between worker and equipment by modifying the working environment (Quinlan & Bohle, 1991).

A Feminist Alternative to Fetterleys Criticism of A Farewell to Arms :: Farewell Arms Essays

A Feminist Alternative to Fetterley's Criticism of A Farewell to Arms      Ã‚  Ã‚   After finishing A Farewell to Arms, I found it difficult to reconcile Judith Fetterley's feminist attack of the novel with my own personal opinions. I agree that Hemingway does kick women to the curb in his portrayal of Catherine, but my reasons for pinning this crime on Hemingway are different from hers'. Although she means well, Fetterley makes the ridiculous claim that by portraying Catherine as an angelic, selflessly loving "woman to end all women," Hemingway disguises misogynistic attitudes and a deep-seeded hatred towards the XX chromosome. This claim is not supported by the text. If we look at Hemingway through the lens of his own words, we find that his misogyny does not spring from a "too good to be true" portrait of Catherine, but rather in his tendency to cast her down into the dirt-Catherine is a dependent, baby-manufacturing trap that stifles Lieutenant Henry: "Poor, poor dear Cat. And this was the price you paid for sleeping together. This was the end of th e trap" (320). It is his penchant for sex and his need for womanly comfort that keeps Henry coming back to Catherine, not some notion of "love" or true connection. This is Hemingway's misogyny, however unintentional, unmasked.    But to get a true sense of this "anti-Fetterley" feminist view of the novel, it is important too look at the specifics of Hemingway's construction of Catherine-facts that stand in direct opposition to Fetterley's stated attacks.    First of all, Catherine is not Fetterley's unique and unattainable goddess-she is an object in Henry's universe, a feast of sensations but nothing more. She is akin to good food and good drink: "'I was made to eat. My God, yes. Eat and drink and sleep with Catherine'" (233). Indeed, Henry's thoughts about Catherine, both when he is at the front or by her side, mingle with longings for good wine and reflections on sumptuous meals. In Henry's world, a good Capri would be nice, a nice hunk of cheese would be grand, and sleeping with Catherine would be sublime. These things all equate to the satisfaction of basic human needs. Every now and then, Henry feels a grumbling in his loins-a periodic hunger for the "cheese" between Catherine's legs. Hemingway dissolves Catherine into the least common denominator-the object, devoid of meaning or real importance (when Henry isn't hungry).

Mississipi Burning Essay

The film, Mississippi Burning (1989) can be classified as a very useful source for a historian studying the Civil Rights Movement, however, there are a few noticeable limitations that could prevent the historian from gaining a full understanding of the true culture in the Southern States of America. The film thoroughly examines the role of the Klu Klux Klan and touches upon the role of the media. Despite the useful information that is provided throughout the film, there are certain flaws that limit the historian from gaining knowledge on the true nature of Southern Americans. In the 1950s the emergence of the Civil Rights Movement triggered the Klu Klux Klan organisations to ramp up their terrorisation of the African Americans. The most significant of these was the White Knights of the Ku Klux Klan led by Robert Shelton. In the Deep South considerable amounts of pressure were put on blacks by the Klan not to vote. An example of this was in the state of Mississippi. By 1960, 42% of the population was black but only 2% were registered to vote. Lynching was still employed as a method of terrorising the local black population. (Klu Klux Klan, http://www. spartacus. schoolnet. co. uk/USAkkk. htm) The film ‘Mississippi Burning’ supports this information and displays some of the methods the Klu Klux Klan used to attack and threaten African Americans as well as those who supported integration between blacks and whites. The media played a significant role in the Civil Rights Movement. People throughout the world were able to view significant events such as riots, marches and certain court cases. This meant that people became more aware of the extent of violence and injustice that was bestowed on African Americans, particularly in the small country towns in the Southern States. Actually viewing all this violence sparked even more rage amongst those who believed in the Civil Rights Movement. While the majority of White Americans still harbored racist views, many were horrified with the beatings, murders and other brutalities exposed by the media. Many northern whites did not understand what was happening in the South. The new surfacing of television delivered powerful images to the nation’s living room. Print media was important, but it was television coverage that played a major role in the changing of attitude towards the Civil Rights Movement. The film ‘Mississippi Burning’ subtly but effectively touches upon the role of the media. Throughout the film, there are shots of cameramen filming significant events such as the search for the missing activists and the court case for their murder. This allowed viewers to get a sense of how much the media was used to in this era to help people around the world become aware of atrocities occurring in Southern America. Despite the valuable information, that supported other sources, in the film Mississippi Burning, there were various inaccuracies that could potentially mislead a historian studying the Civil Rights Movement. To make the film more entertaining, it was clear that the producers of the movie were fairly biased towards the Southern Americans and portrayed them all as ‘redneck’ racists. In actual fact there were a number of residents in Mississippi who did accept the Civil Rights Movement and participated in marches and riots against those who refused to do so. Another inaccuracy in the film was the way the detectives discovered Deputy Pell was guilty of participating in the murders of the Civil Rights Activists. In the film, Agent Anderson becomes relatively close with Mrs. Pell, Deputy Pell’s wife. He eventually manages to milk information out of her. In reality, Klu Klux Klan member, James Jordon, confessed to the FBI agents that he witnessed the murders and agreed to co-operate with the investigation. Mississippi Burning is in many ways a useful secondary source for a historian studying the Civil Rights movement. The Klu Klux Klan were heavily acknowledged in the film and their methods of terrorising African Americans were exceptionally realistic, supporting other sources about Southern American culture. The media was also touched upon throughout the film, providing evidence that the media played a large role in the acceptance of the Civil Rights Movement. Despite the small inaccuracies in the film to create a more entertaining storyline for viewers, the benefits of the information provided, outweigh the flaws.