Organic Food and Wild Oats Essay

Strong revenue growth Focused growth strategy Wide product portfolioWeak international operations Conservative international policy Increasing rental expenses OpportunitiesThreats Higher demand for organic products Expansion in the UK Growth in private label productsIncreasing competition Labeling and other regulations Slowdown in the US economy StrengthsWeaknesses Strong revenue growth Focused growth strategy Wide product portfolioWeak international operations Conservative international policy Increasing rental expenses OpportunitiesThreats Higher demand for organic products. Expansion in the UK Growth in private label productsIncreasing competition Labeling and other regulations Slowdown in the US economy AI Global Management. 8-26-14. INSTRUCTOR: Who wasn’t here last week? I’m looking at Michelle. So you are the only one that wasn’t here last week? Mrs. Johnson were you here last week. I’m going to pass out the assignments for next week for you. STUDENT: The PowerPoint one. INSTRUCTOR: Whole foods. So what you had to do just to remind everybody you have to take a look at those two companies, and do some research, did find out strategically what really happened? STUDENT: Do you have extra copies? I wasn’t here last week. INSTRUCTOR: I thought I asked who wasn’t here last week? Okay. We have to strategically do some research on both of these companies. You have your case study in front of you very thorough. You have to find out what kind of decision was made that created really an issue for Wild Oats — because initially when this company was put together, they were killing Whole Foods. They were Whole Foods before Whole Foods existed. They were doing wonderful. Growing, expanding in the same type of market. I know both cases, so I know a lot of answers, but all of a sudden some decision was made in their minds relatively strategic, but it turned out to be some pretty bad decisions. How many of you has heard of Wild Oats. All of us have heard of Whole Foods because they are in existence. So you have to run this as if you are the CEO of both take both sides. Compare and contrast and take a look at Wild Oats, and what happened to them. Take a look at the great decision, and then things started going south relatively quickly for them. Yet Whole Foods was the underdog. Now Whole Foods is doing. Well, I guess. Manufacture moving forward.

8th of march Essay

Happy women’s day! International Women’s Day (8 March) is an occasion marked by women’s groups around the world. This date is also commemorated at the United Nations and is designated in many countries as a national holiday. This day women on all continents, often divided by national boundaries and by ethnic, linguistic, cultural, economic and political differences, come together to celebrate their Day. 8th March is celebrated as International Women’s Day, worldwide. The day is observed to bring a ocial revolution aiming at gender equality. In fact, in some countries like China, Nepal, Vietnam, Russia, it’s an official holiday! Here are some fun-facts about Women’s Day and areas where women excel, which is sure to make every woman proud of herself! 1. The first Women’s Day was observed on 19th March 1911. More than 1 million women and men attended rallies to support women’s right to work, vote, hold public office and to end gender discrimination. Over the years, 8th March as fixed as International Women’s Day. 2. Research suggests that women possess much stronger verbal skills, compared to men. Women are naturally more articulate. 3. Yellow mimosa is the symbol of Women’s Day in Italy, Russia and Albania. In Italy, men give flowers to women. Chocolates and yellow mimosa tops as gifts in Russia and Alba 4. Women have better empathy and can interpret emotions better. Women are also faster to identify something visually different than usual. According to scientists, women have a stronger immune system and female hormone oestrogen gives women this edge! 6. Women, if they receive proper medical care during her birth and pregnancy, have a longer life expectancy than men. 7. Women and caring go hand in hand. This may be the reason why many patients prefer female doctors. Several studies indicate that female doctors are more encouraging, reassuring and spend up to 10% more time with patients.

Hawaiian weddings Essay

For many the nuclear family has always been viewed as the proper way to bring up children and to live life. However, the subject of families is much deeper than many think. But is the family beneficial to society? Different groups have different views on how beneficial the family is to society. Functionalists, who traditionally dominated the sociology of the family, feel that the family is necessary for the running and continuation of an integrated society. It is ssumed by functionalists that if there is the existence of a social institution, then it must have a purpose or a function. Functionalists therefore see the family as beneficial for society. beneficial for society. Families are crucially important to society without doubt. Most British people are born into families and then raised by a family. Most of these very same people grow up to form families of their own and take the responsibility of being a parent. Many people see the family as the normal way of life and watch television programs which revolve around family life. For many the nuclear family has always been viewed as the proper way to bring up children and to live life. However, the subject of families is much deeper than many think. But is the family beneficial to society? assumed by tunctionalists tn t it there is the existence ot a social institution, then it British people are born into tamilies and then raised by a tamily. Most ot these very

Can be any aspect of Urban Geology (Why geology is relevant in urban Term Paper

Can be any aspect of Urban Geology (Why geology is relevant in urban areas.) - Term Paper Example Geology is the science of study of solid Earth, and in particular, the rock formations to be found underneath a specific piece of land. Geology acquires new importance in urban areas as high-density populations are found in urban areas. Its relevance cannot be dismissed as many of modern-living or urban lifestyle problems can be solved or remedied by knowledge of the urban geology of a city, whether it is near the sea, a body of water like a lake, or a mountain that is also prone to environmental hazards like landslides and flash floods. Another example is the presence of underground water in urban areas where geology is important in building high-rise structures. Vital data and findings derived from geologic studies are very important in construction and engineering, such as where to best locate infrastructure projects like a pier, seaport or airport where there is underlying strength of the geologic materials to support such undertaking, prevent serious damage if there is an earthquake, and in general, make these structures safe so there will be no need to worry about the stability of these structures over the long term. Ignorance of these findings can have serious negative consequences like finding cracks on newly-built buildings. Land is a limited resource and so urban geology is used to determine the selection of the sites to build on. In highly-urbanized areas like the mega-cities of the world today, it is a must for engineers to have a firm grasp of urban geology to build the best structures they can possibly build, like very high structures comprising several floors upwards. The race to build the tallest buildings in the world are based on geology. Building upwards is the solution to limited land (reclaiming parts of the sea is also possible) as horizontal expansion is often not possible in most urban areas. An example is Hong Kong where many

Sales Method and ads Case Study Example | Topics and Well Written Essays - 500 words

Sales Method and ads - Case Study Example As a result, we witness that major companies such as automobile BMW spend around 1% of sales on advertising. Based on data obtained from different sources, automobile companies should set their percentage sales budget at around 2 to 3 % and beverage companies at around 10%. While, a jewellery shop would set it at around 10% and other retailers at a level of between 3 and 8% for womens clothing store. Advertising in a magazine is determined by the reach and number of circulation for the magazine. In the case of AARP Magazine and Readers Digest we understand that these magazines have a high distribution levels. The AARP magazine has a target market meant for people aged 50 and above and while the readership of Reader’s Digest is in the region of 10 million per month. In the process of determining the cost of a full page 4-color advertisement per thousand we have to make certain considerations. Some of the considerations include the readership and current trends in the media circle (OGuinn, 2011). For instance, old people prefer reading magazines and newspapers and thus they are quite slow in taking up technology. In the case of AARP and Reader’s Digest, we would have to compare the rates charged by top magazines such as Newsweek. Based on that assessment, these magazines should charge around $ 232, 000 for a full page Ad which amounts to a CPM of around $ 45. AARP is meant for the aged would be more cost effective for advertisers targeting this market (Clow, 2013). We require at least 60 sales people to service and pay visits to the 3,000 customers based on the calculation above. Sale people are important in the process of advertising and marketing since they maintain a close contact with customers. Sales people act as agents of communication on products and services that companies produce. However, the most significant duty that sales people have is building public relations

Adverse Effects of the Arab Spring Essay Example | Topics and Well Written Essays - 1000 words - 140

Adverse Effects of the Arab Spring - Essay Example Three years after the Arab Spring, the countries that experienced the revolts are still struggling to become stable and peaceful democracies (RÃ ³zsa 17). The Arab world is now experiencing rebellions that have toppled the new regimes and lacks democratic institutions. Apparently, Islam that is the dominant force in the Middle East cannot embrace democracy that dilutes the democratization hopes of the Arab Spring. After the Arab Spring, the Syrian government is now using crude weapons against the unarmed pro-democracy protestors and militarized non-state actors like Hezbollah are now taking charge in the Syrian conflict that depicts instability in the nation. The uprisings have led to a civil war between Assad loyalist and opposition forces (RÃ ³zsa 1). Moreover, Sunni and Shia Muslim groups have heightened tension in Bahrain while the Assad regime is guilty of crimes against humanity depicting the destabilized social identities and states (Hashemi 1). In Tunisia, the revolts overthrew the Ben Ali regime leading to elections that passed power to Ennahda Islamist party. However, in 2013, protests sparked again allowing independent technocrats to cease power from the Ennahda coalition government leading the passage of a new constitution that spelled new and presidential elections (Schwartz 1). These events manifest the political instability in Tunisia after the Arab Spring. In Egypt, the revolts forced President Hosni Mubarak to resign in 2011, and Muslim Brotherhood and Mohammed Morsi of the Muslim Brotherhood assumed power in 2012 after winning the presidential and parliamentary elections respectively (Schwartz 1). However, this did not guarantee the democratization of Egypt since the Islamist-dominated constituent assembly drafted a constitution in the same year against President Mohammed Morsi, who was equally facing protests.

The impact of social media on brand image of UK coffee shops Dissertation

The impact of social media on brand image of UK coffee shops - Dissertation Example The main objective of this dissertation has been to identify the impact of the social media sites on the brand image of coffee shops in the UK for which Starbucks has been considered as the sample brand. In order to attain the objective, this dissertation has taken into consideration a mixed approach. Furthermore, the sample size for the project is 200 respondents who were supposed to respond to online survey. Questionnaire was also prepared comprising of close-ended questions. In this regard, it has been identified that social media sites imposes a significant impact on the creation of brand image of Starbucks. Table of Contents 1 Abstract 2 Chapter 1: Introduction 5 1.1.Background of the Study 5 1.2. Scope and Objective of the Study 8 1.3 Methodological Overview 11 1.4 Structure of the Project 12 Chapter 2: Literature Review 14 2.1 The Growing Significance of Social Media in the Business Environment of UK (Coffee Retailing) 14 2.2 Contribution of Social Media in Developing Brand Im age 16 2.3 Influencing Factors Causing Impact on Inclusion of Social Media 20 2.4. Opportunity and Risks of Social Media Inclusion 25 2.5 Organisational Strategies Generally Adopted By UK Coffee Shops to Use Social Media 30 2.6. Research Gap 33 Chapter 3: Research Methodology 35 3.1 Overview 35 3.2 Research Philosophy 36 3.3 Research Design and Approach 37 3.4. Data Collection 40 3.5 Data Analysis 41 3.6 Ethical Considerations and Research Limitations 43 3.7 Expected Results 45 Chapter 4: Results and Analysis 47 4.1 Overview 47 4.2 Findings 47 4.3 Evaluation 68 Chapter Five: Conclusion and Recommendations 77 5.1 Key Findings 77 5.2 Recommendations 79 5.3 Further Research 82 References 84 Appendix A 97 Questionnaire 97 Chapter 1: Introduction 1.1. Background of the Study Social media has been successful at rediscovering the association between companies, employees, suppliers as well as regulators, minimising the implementation of methods that were generally identified as quite time-c onsuming in the traditional era concerning public relations. Most of the companies are making use of the social media so that their efficiencies can be enhanced in respect to the supply chain (Lew & Fung, 2010). In the similar context, others are making use of the social media so that they can create innovative business models and develop relationships with the customers, employees, investors as well as other interested stakeholders gaining the identification of a socially responsible corporate entity. A handful of the companies are making use of the social media sites so that they can boost the morale of the employees and hence enhance efficiency in terms of communication within the organisational setting. The companies striving to strengthen their brand, customer loyalty as well as increase the market share are also making use of the social media sites (Insead, 2012). Although, social media users are basically found to belong from the young age group of the society, an increasing number of middle aged users, especially those possessing a higher level of discretionary income. It has been noted that nearly 67% of the users of the social media believe that the information rendered online imposes a significant impact on their purchasing decision. In the recent phenomenon, it has further been observed that this trend is likely to continue, majorly owing to the underlying fact that advances in technology continue to increase the impact of social media. This trend has permitted the consumers to

Exploring Organisations Research Paper Example | Topics and Well Written Essays - 3000 words

Exploring Organisations - Research Paper Example Information was gathered on several main areas by searching the given case study, academic libraries, websites and reports. Best Management Practices that include the proper handling, storage and disposal of oil should be adopted instead of dumping the oil into near by river . Purchase recycled products such as oil and grease. By doing so, you help ensure a use for recyclable materials. Wash greasy equipment such as vents and vehicles in designated wash areas with an appropriate oil/water separator before storing outside. Ensure that designated wash areas are properly connected to the sewer system. To solve issues autocratic management and issues in communication between the strategic management and the works manager and works staff caused due to the resignation of works director which in turn led to many disputes: Democratic style: In contrast to the autocratic style, the organization should use democratic decision-taking in many parts of the business. Everyone has the opportunity to contribute ideas to the decision. There are two types of democratic decision-making: To solve disputes arising out of lack of involvement and communication with the work force and issues arising out of scientific management approach which leads to very little communication with work force exists: Open door policy should be adopted in certain areas t... Recommendations To solve pollution issue caused by leakage of oil from servicing vehicles to near by river: Best Management Practices that include the proper handling, storage and disposal of oil should be adopted instead of dumping the oil into near by river . Purchase recycled products such as oil and grease. By doing so, you help ensure a use for recyclable materials. Wash greasy equipment such as vents and vehicles in designated wash areas with an appropriate oil/water separator before storing outside. Ensure that designated wash areas are properly connected to the sewer system. To solve issues autocratic management and issues in communication between the strategic management and the works manager and works staff caused due to the resignation of works director which in turn led to many disputes: Democratic style: In contrast to the autocratic style, the organization should use democratic decision-taking in many parts of the business. Everyone has the opportunity to contribute ideas to the decision. There are two types of democratic decision-making: 1. Persuasive democratic management - here the leader makes the decision first and then persuades employees that he or she has made the right decision 2. Consultative democratic management - this involves the group contributing to the decision making process, with the leader making the final decision. To solve disputes arising out of lack of involvement and communication with the work force and issues arising out of scientific management approach which leads to very little communication with work force exists: Open door policy should be adopted in certain areas to make the work force feel important. Their views and problems should be attended to sincerely and they should be

Yardley Of London Case Study Example | Topics and Well Written Essays - 2500 words

Yardley Of London - Case Study Example In the past decades so many Organisations laid foundation stone and provided different products and services, none of them is remembered unchanged from the time of initiation, so the change in an Organisation is a mandatory for keeping the products or services in the growth stage.The organisation we would be discussing is a very well known in not only Britain but also the entire world. Yardley of London is among the most popular companies in Britain.Yardley was first brought into business in 1620, in the reign of the impecunious Charles I, when a young man of that name paid the monarch a large, and no doubt welcome, sum of money to gain a concession to manufacture soap for the whole of London. Sadly, the particulars of this canny enterprise were lost in the great fire of London in 1666, except for one detail: Mr. Yardley used English lavender to perfume his soap a fragrance for which Yardley is famous to this day. William Cleaver inherited the soap and perfumery business founded by h is father in the city of London in 1770. When he run into debts his father in law, William Yardley, took over the business becoming the first Yardley to own the enterprise. Here the story of a world-renowned company that has brought beauty to so many women and good grooming to so many men began. In 1817 William Yardley was trading still as a sword-cutler in Bloomsbury, but by 1824, when he died, he had transferred to adjacent premises the second business of supplying lavender, cosmetics and soap. This business was left to his younger son, Charles (1795-1882), for the elder son, John, was already established as a builder. He it was who built St. James's Church in Clerkenwell, and whose name is perpetuated in Yardley Street off Rosebery Avenue London. Charles Yardley soon appointed a partner and established his own son Charles (1824-1872), in the business, which was known as Yardley and Statham. It was under this name that the firm exhibited at the Great Exhibition in Hyde Park in 185 1, expending some fifty pounds on showcases, soap moulds and other items and sharing a little of the glory of the incredible 'Crystal Palace'. A sample cake of Old Brown Windsor Soap, carrying an embossed representation of Windsor Castle is still preserved in the Yardley archives and was exhibited again at the 1951 Festival of Britain. The business was blooming and the first overseas selling organisations were open. Advertising increased and with it the demand for Yardley products. By 1910 a London centre at 8 New Bond Street, famous for years afterwards, had been opened for the display and retail sales of a firm which, only ten years before, had been virtually unknown to the general public. 1920 saw Yardley converted into a public limited company, with 1921 bringing the first foray into the lucrative US market. By 1932 the spirit duty on lavender was removed, turnover doubled and the factory needed extending. Further accommodation was found at 32 High Street Stratford. From 1950s o nwards, Yardley further enhanced its worldwide reputation by expanding into five different market sectors: cosmetics, luxury bath products, female fragrances, male fragrances and skin care. These were the years where the beloved classics of White Satin, Lace and English Blazer were launched, and the Yardley lipsticks were advertised as an essential 'woman's ammunition'. Yardley London enters the new millennium as world leaders in naturally fragranced bath luxuries, remaining true to its heritage as the quintessential English perfumery house specialising in lavender and floral fragrances. From sedan chairs to the Concorde; from messengers to communication

Euroland Foods Essay Example for Free

Euroland Foods Essay Executive Summary: Euroland foods is a stable name in the market, it has grown well in the market over the years, but now it is planning to allocate the budget for the newly planned activities which are costing it more than 300 Million Euros but the company has to invest only 120 Million Euros. Various people from the upper management have come up with their suggestions for investment, few of them are very good and are acceptable in just a blink of the eye but many of them require greater search and evaluation for their validity. It is suggestible to first evaluate the alternatives and then rank them so that best of the activities could take place within the allocated budget. Strengths Weaknesses: In replacement and expansion of the truck fleet, the company can increase the number of goods hauled on the truck and this could reduce the transportation costs in the long run, further it could possibly have a greater market coverage but it is very costly to go for this option as Klink is not doing any experiment and going directly for 100 new trucks. The acquisition of new plant is although a good option but yet it is not very useful option as the investment in the entire plant can be risky and can put a lot of burden on the entire company’s budget, it is suggested that the company should buy a warehouse to support the growing needs of the customers for ice cream and yogurt. Another problem would be related to the labor hiring which would result in more costs. The expansion of the plant is a good idea as the market needs are completely growing and cannot be supported by any other plant, the plant capacity would increase by 20% but the drawback is that it is supporting those products that are not having the highest share i-e mineral water and fruit juices. Morin has come up with a good suggestion as the processing of dried fruit and its launch would enhance the company’s portfolio and also it would be a brand extension, it has got a fair possibility of growth as Europe is a cold region, the IRR is also expected to be higher than the required but then again it is requiring company to spend much more then it should spend. Also it can take the company out of budget as the company’s current concern should be about the stability of its current activities. Leyden has come up with a good idea of plant automation and conveyer system, this could reduce the need of the labor and the threats of lawsuit due to any injury that may take place because of the old plant. The company cannot only reduce the labor requirements but also may increase the market penetration as the units would be produced more efficiently now. The drawback is again related to the high costs and further the company may disappoint the labor which could be unethical and can bring agitation in labor against the company. The effluent water treatment at four of the plants is again good action since it is categorizing the Euroland foods as environmental friendly. This would add itself as strength to the company as now company would be working ethically in many ways. The drawback is related to the issue of investing in a non-functioning area, which would not bring any profits. Ponti has although suggested to expand the market to southwards and eastwards, but it is dependent on many conditions such as if proposal of earlier plant extension would not accepted then it is possible for the company to incur greater costs for reaching those newly recognized areas, further it is not suggested to go for them because the company has already got itself in other hassles and it should look at those points which could further strengthen it position in the current positions. Morin has come under the pressure of competitors and is thinking about the company’s well being, but yet there lies the problem with such a heavy investment, the company should always test market the product. Although it would be the product development to some good extent but at the same time it can cause the company to loose big money in something which it is not sure about. Klink has come up with a wonderful suggestion of networking, these days the markets are based on programs such as SAP which can control every activity of the company, if the efficiency would be there then the company may take more initiatives as it would think ahead. The weakness is again related to the increased responsibility which can cause disturbance and further it can result in unemployment as many of the activities would be performed with the help of networking. Humbolt has given a solution which suits his nature and he has again provided the company with something that could increase the liability of the company and further create more complexed problems for it. However, it seems to be very lucrative but it is all about the management capability of the company which is not appropriate in relation to such extension. Ranking the Proposals: According to my analysis, proposal 3 (plant extension) should be ranked first as it has a fair possibility of increasing the market share for those products that are stable from a period and are not growing (mineral water, fruit juices). Proposal 4 (snack foods) should be ranked second as it has got a fair possibility of market acceptance due to weather condition in Europe. Proposal 5 (Plan automation) should be ranked third as it can reduce the number of employees and other threats and can bring more profits in. Proposal 10 (Networking) should be ranked fourth as it can increase efficiency and so can reduce the number of positions in the company. Proposal 6 (Effluent water treatment) should be ranked fifth as it is environmental friendly and â€Å"good ethics is good business†. Proposal 1 (Truck fleet) should be ranked sixth as it is requiring a direct investment for 100 trucks where as the company should look for such changes in a slow manner. Proposal 9 (Sweetened yogurt) should be ranked seventh as it is very risky as it would take a lot of research and can distract the firm from its other stability objectives. Proposal 2 (new plant) should be ranked eighth as it would associate exceeding costs with it such as new labor, transportation and many other costs. Proposal 7 8 (market extension southward and eastward) should be ranked ninth and tenth as it is again distracting the company from its current objectives and its too risky as the entering market characteristics are opposite and against the company’s favor. Proposal 11 (Schnapps) should be ranked eleventh as it is completing out of the scope of the company’s feasibility. Effluent Water Treatment: Since the effluent water is just something the company is willing to acquire as a mean to have good public relations and to be able to contribute to the environment. It is just something which cannot bring company the profits, it would cost 6 million Euros if the facility equipment would be purchased now but later on it can be costly and government at times does affect the company’s investing powers. So it is better to buy this equipment before the government makes it a mandatory for the company to buy it. Conclusion: The ranking shown above is itself suggesting what should be done. According to the analysis, proposal 1, 3, 4, 5, 6 should be given utmost importance as it is feasible for the company to get them done within the allocated budget, so Mr. Verdin should give them more importance and recommend them to the board. They can also make the current position of the company stable and perhaps make it more efficient. Other projects have their own importance but they are not triggering the initial need of the company which is stability. The mentioned proposals would make the base of the company’s structure sounder and so it can look forward for other proposals in the future time period with more ease.

Maglev Wind Turbine and Solar Panel for Streetlight

Maglev Wind Turbine and Solar Panel for Streetlight Abstract:  This work describes the implementation of VAWT and solar panel for electricity generation from renewable energy sources that are wind energy and solar energy respectively. The VAWT worked on electromagnetism principle has suspension system of permanent magnets instead of ball bearing used in conventional wind turbines. The electrical energy generated by this hybrid system is then used for streetlight purpose. Keywords: Wind energy, Solar energy, Magnetic Levitation, VAWT, Savonius Turbine, Solar panel 1. INTRODUCTION The primary factor for survival of human beings is the energy. Everything what happens in the world is the expression of flow of energy from one form to another. Electric power is not available in many rural areas due to high cost of generation and distribution to small dispersed users. For electricity generation we have to greatly depend upon hydraulic and nuclear power plants. But due to their certain disadvantages like area compensation, high initial cost, availability of resources and also the pollution, there is need to rethink on some another renewable energy resources. Solar energy and wind energy are available abundantly all over the world with free of cost. These energies are harnessed by human beings for a long time and with the advanced technologies we can take their advantage to generate electricity. The potential of solar energy is 178 billion MW which is about 20000 times the worlds demand and the potential of wind energy is 1.6ÃÆ'-107 MW equal to magnitude of present energy consumption on the earth. The solar energy can be converted to electrical energy by photovoltaic cells. The kinetic energy of wind can be converted to electrical energy by wind turbine. As conventional wind turbine has certain disadvantages; vertical axis wind turbines (VAWT) are the alternate solution. The merits of VAWT are low initial and running cost, easy installation, less space acquired, capability to capture wind from any direction and elimination of ball bearings by the use of magnetic levitation technique. The advantage of these two renewable energy resources can be taken by making a hybrid system so we do not required depending on availability of any single resource. The electricity required for domestic purpose can be generated by unique combination of solar system and wind system. 2. LITERATURE REVIEW 2.1 Solar power The solar power where sun hits atmosphere is 1017 watts, whereas the solar power on earths surface is 1016 watts. The total world-wide power demand of all needs of civilization is 1013 watts. Therefore, the sun gives us 1000 times more power than we need. If we can use 5% of this energy, it will be 50 times what the world will require. 2.2 Principle of working of photovoltaic cell Electricity can be produced from the solar energy by photovoltaic solar cells. When photons from the sun are absorbed in a semi-conductor, they create free electrons with higher energies than the electrons which provide the bonding in the base crystal. Once these free electrons are created, there must be an electric field to induce these higher energy electrons to flow out of the semi-conductor to do useful work. The electric field in most solar cells is provided by a junction of materials which have different electrical properties. The photovoltaic effect can be easily described easily for p-n junction in semi-conductor materials of solar cells which are silicon, cadmium, sulphide/copper sulphide , gallium arsenite. Fig-1 Working principle of photovoltaic cell 2.3 Various type of solar cell Thecomparison of various types of pv-cell is Price Efficiency 1 W size Current production Single crystal High 10-17% 1 About 30% Polcrystalline Medium 10-13% 1.3 About 60% Amorphous Low 7-10% 1.7 About 10% 2.4 Wind energy Wind energy is an indirect source of solar energy. Factors responsible for wind are- 1. Heating and cooling of the atmosphere which generates convection currents. Heating is caused by the absorption of solar energy on the earths surface and in the atmosphere. 2. The rotation of earth with respect to atmosphere, and its motion around the sun. 2.5 Wind power Three factors determine the output from wind energy converter- 1. The wind speed 2. The cross section of wind swept by rotor, and 3. The overall conversion efficiency of rotor, transmission system and generator or pump. No device, however well designed, can extract all of the winds energy because the wind would have to be brought to a halt and this would prevent the passage of more air through the rotor. The most that is possible is for the rotor to decelerate the whole horizontal column of intercepted air to about one-third of its free velocity. A 100% efficient aerogenerator would therefore only be able to convert upto a maximum of around 60% of the available energy in wind into mechanical energy. Well-designed blades will typically extract 70% of the theoretical maximum, but losses incurred in the gear box, transmission system and generator or pump could decrease overall wind turbine efficiency to 35% or less. The wind mill works on the principle of converting kinetic energy of wind to mechanical energy. The mass of wind is- à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.. (1) Kinetic energy of wind is- Watts à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ (2) But, the power is nothing but kinetic energy of wind. Hence, available wind power- Watts Watts à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.. (3) Where, A= area swept by the blades, m2 V= velocity of wind, m/s à ªÃ‚ Ã‚ ¬= air density (1.225 kg/m3 at sea level) 2.5 Types of VAWT 1. Savonius rotor Characteristics of Savonius rotor Self-starting Low speed Low efficiency. Advantages: The machine performs at low wind velocity ranges. It has simple construction, hence easy to manufacture. Cost of VAWT may be significantly lower than that of standard wind turbine. Ground level mounting. Overall weight of the turbine may be substantially less than of conventional system. Disadvantages: This type of machine is too solid, having so much metal It is not useful for a very tall installation because a long drive shaft problems. 2. Darrieus rotor Characteristics of Darrieus rotor Not self-starting High speed High efficiency Potentially low capital cost Advantages: Rotor blades can accept the wind from any direction Ground level mounting Eliminate yaw control mechanism Less airfoil fabrication cost Disadvantages: It requires external mechanical source for start up At low height, it experiences a lower wind velocity compare to conventional turbines 3. MAGNETIC LEVITATION 3.1 Principle As we know that, when two like poles of magnet are bring together, they get repels from each other. This characteristic of magnet is used for the suspension purpose in vertical axis wind turbine. Due to the absence of physical contact between magnetic bearings, there is benefit of no friction and hence no wear. Also the no need of lubrication, no power loss and the absence of noise generation. Fig-2 Principle of Magnetic Levitation 3.2 Magnet Selection The strength of magnet to get attract or repels is depend on its material configuration. There are basically four categories of magnet that are alnico, ceramic, samarium cobalt and neodymium iron boron (Nd-Fe-B). Nd-Fe-B is the newest invention out of these which exhibits strongest magnetic properties. This magnet is used for the suspension purpose in VAWT. The repelling force exerted by these magnets holds the weight as well as force exerted by wind turbine. Fig-3 B-H curve of different magnets [1] From figure B-H curve depicts attractive magnetic characteristics of Nd-Fe-B offering high flux density with the ability of resisting the property of demagnetization. The permanent magnets selected were N-42 grade Nd-fe-B having ring shape which consist of nickel plating for strengthening and protecting the magnet. 3.3 Magnet placement To obtain thenecessary suspension for wind turbine, two ring shaped Nd-Fe-B magnets are arranged at the middle of the shaft. Magnetic suspension leads to frictionless, noiseless, maintenance less and power loss less rotations of rotor over stator. The similar 8 number of Nd-Fe-B disc shaped magnets are located around the bottom side periphery of wooden disc at above the top magnet. The flux generated by these disc shaped magnets is used for power generation with the help of the generator. Fig-4 Placement of ring magnet on turbine shaft Fig-5 Placement of disc magnets on rotor 4. COIL DESIGN AND ITS ARRANGEMENT To design the definite number of turns per coil is difficult. If the more turns are wound it increase the emf generated from each coil but increase the size of the every coil. For minimizing the size, wire having higher gauge can be used. If the diameter of wire is small low amount of current will flow leading to heating ofwire because of the increased resistance of wire which is another difficult task. Field density is the problem attached with large size coil for designing the generator for given application. Increase in gap between two magnets by increasing height of coil results in reduction of magnetic flux. Hence necessary voltage and current must be balanced. Fig-7 Coil arrangement on stator 5 HYBRID SYSTEM Sometimes due to unavailability of any single resource that is either solar energy or wind energy, there is effect on efficiency of such system. Also to decrease the load on single system, we can interconnect the solar system and wind system together. The output of solar system is DC and that of wind system is AC. So by the use of rectifier AC can be converted to DC and finally this combined DC is given to battery for storage purpose. Fig-8 Hybrid system 6. ENERGY STORAGE When there is no need of generated electrical energy or when the generated energy is excess than demand for application, there is need to store electrical energy. Therefore a 12V battery is used for storage purpose. The electrical energy is stored in the battery in the form of chemical energy when not to used and get convert from chemical energy to electrical energy When required to be used. 7. CONCLUSION The efficiency and effectiveness of VAWT increases due to the use of magnetic levitation principle. For domestic application it is convenient to use Maglev turbine than to use conventional turbine as it requires less space and also low initial and maintenance cost. Maglev turbine with large capacity gives more power than conventional horizontal axis turbine. To decrease the load on any single system, the concept of interconnection of solar and wind is very helpful. This hybrid system along with streetlight application can be used for several domestic applications like mobile and laptop charging, CCTV, to enlighten the single room etc. Use of renewable energy sources with initial investment can make the user free from electricity bill. 8. REFERENCES [1] Harshal V. and Kharat R. K, Power generation using Maglev Windmill International Journal of Research in Engineering and Technology (IJRET) Volume: 05 Issue: 06 June: 2016 [2] Ashvin P. Joseph Review paper on Wind Turbine using Magnetic Levitation International Journal of Research in Engineering and Technology (IJRMET) Volume: 6 Issue:1 Nov 2015-April 2016 [3] G. D. Rai, Non-conventional energy sources Khanna publishers, fourth edition, 2008 [4] B. Bittumon Design and analysis of Maglev Vertical Axis Wind Turbine International journal of emerging technology and advanced engineering (IJETAE) Volume: 4 Issue: 4 April 2014

Chemistry-soaps And Detergents :: essays research papers

Cleaning with soap and soapless detergents. Detergent comes from the Latin word detergere meaning to clean, it is defined as a cleansing agent. Therefore, water itself is a detergent. This essay looks at soap and soapless (or synthetic) detergents. Both substances we use everyday and have a big market commercially, they effect everyone. Soaps are made from natural products and soapless detergents are produced chemically, each having advantages and disadvantages. Soap has a much longer history than it’s relatively new synthetic version. There is evidence of soap made in Mediterranean countries around 2500 years ago. The basic process has not changed much although now the chemistry is understood. Soap is made from the process called saponification, the alkaline hydrolysis of fats and oils. It is essentially the reverse of esterification. O O R-C-O-R’ + NaOH ---- R-C-O-Na+ + R’OH Ester(fat) + base(caustic soda) ---- salt of fatty acid(soap) + alcohol(glycerol). Caustic potash (potassium hydroxide) can be used instead of caustic soda (sodium hydroxide)but is more expensive. The base used to come from wood ash containing potassium carbonate which formed potash as this was not plentiful it made soap a luxury. The cheapest source of the ester is animal and vegetable fats and oils. H-H-H-H-H-H-H-H-H-H-H-H-H-H-H O H-C-C-C-C-C-C-C-C-C-C-C-C-C-C-C-C-C H-H-H-H-H-H-H-H-H-H-H-H-H-H-H O-Na+ This is an example of a soap molecule. The hydrocarbon end is non polar and hydrophilic (water hating) and the carboxylate end is polar and hydrophilic (water loving). This the property which allows it to clean, it acts as an emulsifying agent. The soap disperses in water to form miscelles where a negatively charged surface is formed and hydrocarbon chains are in the centre. These miscelles surround droplets of dirt or grease suspending them in the water so they can be washed away. In soft neutral water soap works very well. However in hard water those containing ions (calcium and magnesium ions) the soap reacts with the ions forming insoluble salts, scum which settles on fabrics and around the bath. A scum is also the result when soap is used in acidic water. Soap is also affected by the nature of the dirt, for example perspiration breaks down the soap reducing the washing power. There are other disadvantages of soap, it deteriorates on storage lacks cleaning power and doesn’t rinse out completely. The production of synthetic detergents are an example of a standard chemical approach. If a useful substance has some undesirable properties an attempt is made to make a near copy synthetically which will perform better.

Abolition Essay -- essays papers

Abolition A Stronger Resistance The abolitionist movement in the United States sought to eradicate slavery using a wide range of tactics and organizations. The antislavery movement mobilized many African Americans and some whites who sought to end the institution of slavery. Although both black and white abolitionists often worked together, the relationship between them was intricate. The struggle for black abolitionists was much more personal because they wanted to end slavery and also wanted to gain equal rights for blacks. However, many white abolitionists only sought to end slavery and did not fight for equality for blacks. From these exceedingly contrasting perspectives and the continuation of slavery, the sentiment of many abolitionists became more militant and radical; some abolitionists began to use more violent methods of resistance to abolish slavery. Before the 1830s most antislavery activists stressed gradual emancipation. These feelings were expressed mainly by Southern whites, some possessing a fear of free blacks not being ready for freedom and others holding beliefs that slavery would gradually disappear (Notes, 10/18/00). Generally, only black abolitionists demanded an immediate end to slavery. This difference in opinion contributed to some blacks taking more violent measures to gain freedom and equality. Further contributing to the more aggressive tactics were the goals of the white abolitionists. Many white abolitionists were not able to accept blacks...

Mental Health Refore: What It Would Really Take Essay -- essays resear

Mental Health Reform: What It Would Really Take In today’s society there is a greater awareness of mental illnesses. With this greater awareness one might assume that there would be a substantial increase in government involvement or funding in the area of mental illness treatment. Unfortunately this isn’t the case in the U.S. today. There are hundreds of thousands of people with mental illness that go untreated. These potential patients go untreated for many reasons. These reasons are discussed in the Time article â€Å"Mental Health Reform: What Would it Really Take.   Ã‚  Ã‚  Ã‚  Ã‚  The article gives some examples of what has happened to people that have not received mental treatment due to lack of government funding. These mentally ill people often don’t receive treatment because the police are often picking up the mentally ill and they are not trained to diagnose mental problems so the problems go unnoticed. This can prove to be fatal. The article tells about a New York man who asked to be hospitalized because he was terrified of phantom voices instead of the correct treatment budget conscious officials most often referred him to short term emergency care. Last year the man in a psychotic state shoved a woman from a subway platform to her death under the wheels of the train. The article also discusses some possible solutions that could help stop such tragedies. The main person that is speaking out for more government aid is vice-president’s wife Tipper Gore. Ti...

Introduction to Marketing Essay

Pestle stands for political, economic, social technological, legal and environmental influences. Businesses use this as part of their marketing plan procedure. Political: what is happening politically with regards to tax policies employment laws, trade restrictions, tariffs Economic: what is happening within the economy i. e. economic growth/ decline, minimum wage, unemployment, credit availability, cost of living, etc. Sociological: what is occurring socially i. e. cultural norms and expectations, health consciousness, population growth rate, career attitudes. Technological: new technologies are continually being developed. There are also changes to barriers to entry in given markets Legal: changes to legislation. This may impact employment, access to materials, resources, imports/ exports, taxation etc. Environmental: what is happening with respect to ecological and environmental aspects. A PESTLE analysis is used in business to assess the industry which an organisation is in. The PESTLE analysis looks specifically at factors which are external to the organisation which will impact on the business. This is with a view to determining the current role and status of the organisation in relation to its competitors and can be used as a marketing tool. See more: how to start an essay SWOT Analysis. A tool that identifies the strengths, weaknesses, opportunities and threats of a business. SWOT is a straightforward model that assesses what a business can and cannot do as well as its potential opportunities and threats. The method of SWOT analysis is to take the information from an environmental analysis and separate it into internal (strengths and weaknesses) and external issues (opportunities and threats). Once this is completed, SWOT analysis determines what may assist the firm in accomplishing its objectives, and what obstacles must be overcome or minimized to achieve desired results. The strengths and weaknesses are interior when it comes to a business and things that are included that could be a problem are things like buildings, the quality of their workers, the i. t systems etc. The external element focuses on the opportunities and dangers in the business. Research into the organisation is essential and required when carrying out a SWOT analaysis. By matching organisations strengths and weaknesses with the external forces. SWOT analysis brings all the proof from all the different analytical techniques used. This is a way of creating a summary which gives the basis of developing the marketing objectives and strategies or even plans. Strengths: These are the internal features of the business. A highly efficient IT system could be an example. Weaknesses: These are the internal aspects of a business. Which don’t cope well with competition? An example would be staff that are not qualified or trained properly. Opportunities: This focuses on developing the business by focusing on things such as events. An example would be new territories for a particular product or a brand new segment of a market. Threats: These are external to the organisation and its development . Which can affect the business and wreck the businesses’ performance. They can be originated by the governmental policy such as an increase in corporation tax and new law. Smart Objectives All businesses have their own objectives. They can be at different levels depending on how well the business is performance. Specific – When the business sets the objectives, they must be specific so that the workers are able to follow them businesses must ensure that the instructions are clear along the goal set. Measurable – So the businesses knows on how successful they have become and to look at any changes that would affect the profit they must do a comparison of their performance in the previous years Achievable – The business needs to think carefully if they are going to be able to achieve their goals. Realistic – The business can’t set goals unless they are realistic and that they would be able to achieve these objectives. Time – The amount of time it is going to take should be stated then this way everyone has an idea and these can get done soon as.

Curriculum Development and Design Essay

These programs arose from the thinking of a group of pioneers who believed that the educational approach that had been developed by medical education innovators at McMaster University was also most relevant for the preparation of occupational therapists and physiotherapists. Consequently, a group of educators from both institutions, Mohawk College and McMaster University, combined their skills and created a vision that became the diploma programs in occupational therapy and physiotherapy. This approach was problem-based learning, and was used as the foundation for both programs from their inception to the present day, across three different iterations of curriculum. One of the key innovations to the way in which the college programs were taught was the combination of using faculty from both the university and college to teach all courses. In the 1980s, a degree completion program was launched that provided graduates of the diploma program a chance to upgrade their qualification to a bachelors degree from McMaster University. This was particularly important since the minimum credential for entry to practice had been raised to the baccalaureate level by the professional associations. In 1989, the program moved completely into the university setting and the graduates were granted a BHSc(PT) or BHSc(OT), a bachelor degree in health sciences. Ten years later, in 2000, candidates were admitted to the entrylevel masters programs in occupational therapy and physiotherapy. The Pedagogical Framework: Problem-based Learning As briefly referred to above, the occupational therapy and physiotherapy programs at McMaster University have a strong history with and legacy of problem-based learning. While the initial curriculum models were strongly influenced by the inaugural undergraduate medical curriculum, time and confidence presented opportunities to create our own models. These models reflect the special nuances of each discipline. Problem-based learning is recognized as having begun at McMaster University, in the medical curriculum, and was in response to critical concerns about the nature of more traditional learning models in medical curricula. The intention was to create an approach to teaching and learning that was learner-centered, yet based upon clear objectives and evaluation criteria. The key difference was the expectation that learners would be facilitated and guided rather than taught (Barrows and Tamblyn 1980; Neufeld 1983; Saarinen and Salvatori 1994). Both the occupational therapy and physiotherapy programs at McMaster University have embraced these ideas, although with differing degrees of connection and commitment to the original model. In fact, true problem-based learning models should naturally emerge from each individual context and culture. There is no â€Å"right† way although there is a growing recognition of a common set of principles and elements that can be applied to determine the â€Å"problembased-ness† of a learning environment (Maudesley 1994; Walton and Matthews 1989). Problem-based learning principles tend to become grouped in two distinct categories: first, the values upon which problem-based learning is based and second, some characteristics that are held in common understanding as being critical to the core of problem-based learning. Underlying values include: partnership, honesty and openness, mutual respect, and trust. Core characteristics incorporate: Chapter 2 Curriculum Development and Design 13 i Learning which is student/learner-centered i Faculty roles that are those of facilitator and guide i Learning scenarios which form the basis, focus, and stimulus for learning i New information and understanding that is acquired through self-directed learning (Baptiste 2003 p. 17) Consequently, there is a continuum of problem-based curricula from pure through hybrid models. The masters entry-level physiotherapy and occupational therapy programs at the School of Rehabilitation Science at McMaster University continue to be based upon problem-based principles. Although both programs are very different one from the other, there are also many common elements and approaches that are celebrated. Examples of these similarities are cited throughout this book, particularly in the chapters focusing on evidence-based practice and ethics education. Approaching the Task of Curriculum Renewal Perhaps one of the most overwhelming, yet exciting, tasks with which to be confronted is the opportunity and challenge of developing a new curriculum. This task is made even more daunting when circumstances provide a chance to do something different based on external forces and not a need to change because â€Å"something is broken†. Over the past few years, and in several years to come, many educational programs in rehabilitation science are facing this situation. The changing nature of the entry-level credential for occupational therapists and physiotherapists demands that faculty undertake a detailed review of curricula, to determine the optimal approach to moving toward graduate-level preparation, or, at the very least, complete a review of existing curricula models to identify their responsiveness and congruence with emerging practice expectations and demands. Approaches to such a massive task can vary from ensuring the preservation of what is good from the existing curriculum to making a total shift and adopting a radically Table 2. 1. Principles for curricular change and innovation Rationale should be articulated explicitly Overall goals should be reiterated constantly throughout the process Continuing communication is essential, coupled with a clear rationale Ensure that the intended change is in response to a defined and recognized need or purpose Ensure that the innovation is seen as a high institutional priority Focus on pedagogy and not on resources for implementation Foster strong leadership support Identify incentives for faculty participation Gain faculty buy-in for the curricular blueprint Involve the active teaching faculty throughout the process Anticipate potential barriers to change and develop strategies to address them Recognize the potential need for and value of negotiation Adapted from Guze (1995) 14 Sue Baptiste, Patricia Solomon 2 new approach and design. To have an optimal effect, options to be considered should bear relevance to the pervading culture of the institution and environment within which the curriculum is to thrive. Also, decisions must be made concerning the pedagogical choices of how learner-centered the curriculum should be, and what particular educational modalities are the best for the circumstances. This chapter will address the entire picture of curriculum development and design, from the first conversations about how to engage in the renewal process through making decisions about methods of teaching, approaches to learner assessment, and preparation of entry-level practitioners for the emerging practice contexts. Guze (1995) provided a clear and succinct discussion of several core principles that can guide curricular change and innovation (Table 2. 1). The following is an overview of these principles. Where to Begin? Motivation for curriculum renewal can come from both internal and external forces. External expectations from regulatory and professional bodies are tending to impose standards for new practitioners that require: i Preparation at an advanced level of clinical reasoning and judgment i The ability to assume roles that require autonomy and a strong sense of professional ethics i Engaging in their professional role from the first day of practice, in a conscious nd moral manner that requires reflection and self-awareness Regardless of whether the motivation for curricular change stems from a desire to do something differently or better, or from outside influences, the task is one that requires careful planning. However, it is imperative that any planning process recognizes the need to dream and envision what could be, to create a model that will exemplify those visions, and to produce a graduate who is well prepared to face the complexities and challenges of emerging practice. When developing a curriculum, four general questions must be asked: i What is the purpose of the curriculum? i What educational experiences can be created to fulfill this purpose? What is the most effective manner in which to organize these educational experiences? i How can we determine that the purpose has been fulfilled and the goals attained (Wiers et al. 2002)? Another very critical element of any change is the recognition that the cultural context is a key in managing change successfully. Hafferty (1998), when reflecting upon the realities of a medical school curriculum, discusses the existence of informal and hidden curricula as well as the formal curriculum. He posits that, in order to induce a lasting change, the entire organizational culture needs to be engaged to facilitate stud ents and faculty alike in embracing and working with change. When facing the task of curricular reform, redesign has to occur not only in terms of content, but also in relation to the Chapter 2 Curriculum Development and Design 15 educational processes that enable the learning to take place. This is the difference between reforming the syllabus and reforming the curriculum; the overall learning environment of the educational program and institution is changed (Burton and McDonald 2001). Once the decision has been made to reform the curriculum, a first step is to complete an environmental scan and situational analysis that explore the educational and organizational environment within the institution, to determine what will facilitate the proposed changes. By defining a clear and newly articulated set of riorities and guidelines, changes that are being made within the curriculum will be given the vehicle through which impact can be made upon the surrounding environment (Genn 2001). This strategy is part of the first overall phase, the planning p hase. This is when the need for change is established and the vision for change is designed. It is during this phase of development that the non-negotiable elements of structure and process are determined. For example, within the School of Rehabilitation Science at McMaster University, both the Physiotherapy and Occupational Therapy Programs were already designed as two-year, twenty-four-month, curricula. Also, the province of Ontario mandates that all masters programs are two years in duration. Therefore, the decision was readily made, based on these graduate program regulations and history, that the new masters entry-level curricula would be twenty-four months long. One key commitment was clear and that was to the foundational philosophy of problem-based, selfdirected learning utilizing the application of these principles to small group, large group, and skills-based learning experiences. Wiers et al. (2002) provide a clear and helpful outline of ten general steps of curriculum design within a problem-based learning context (see Table 2. 2). While this rubric is structured around the specific processes inherent within problem-based learning development, most of the guidelines can apply broadly across any curricular development process within any pedagogical framework. From the onset, all faculty members at McMaster University were on board regarding the need to undertake the development of entry-level masters curricula in both occupational therapy and physiotherapy. Both disciplines had undergone dramatic changes in the preceding two decades, largely focused upon the growth of foundational science and evidence for practice. Professional practice models had emerged for both professions and provided a strong backdrop against which to create fresh ap- Table 2. 2. Ten general steps in curriculum design for a problem-based learning (PBL) environment 1. . 3. 4. 5. 6. 7. 8. 9. 10. Give rationale for the curriculum and form a planning group Generate general educational objectives for the curriculum Assess the educational needs o f future students Apply general principles of PBL to the curriculum Structure the curriculum and generate a curriculum blueprint Elaborate the unit blueprints Construct the study units Decide on student assessment methods Consider the educational organization and curriculum management model Evaluate the curriculum and revise as appropriate Adapted from Wiers et al. (2002) 16 Sue Baptiste, Patricia Solomon 2 proaches to the preparation of graduates for entering practice. While both the occupational therapy and physiotherapy programs undertook curriculum renewal at the same time, the physiotherapy program had engaged in an ongoing process of change across the preceding five years. Many of the issues, concerns, and changes addressed and implemented by the occupational therapy program had already been addressed by physiotherapy. Therefore, this chapter will focus predominantly upon the initiatives inherent within the curricular shift within occupational therapy, although reference will be made to processes within physiotherapy as appropriate. Designing Our New Programs Deciding upon the overarching constructs that would determine the final curriculum model was a complex and dramatic process in many ways, and one in which everyone was eager to participate and have a chance to have input. At the onset of the development of the occupational therapy program, three faculty retreats were held that progressed from a totally unstructured brainstorm of what would be perfect, to a detailed accounting of core curricular elements in the context of a delivery structure. In the initial retreat, all full-time faculty members together with some part-time members participated in a â€Å"blue-skying† day-long session during which everyone spoke of their dreams for the perfect curriculum. What if we could do what we wanted? What if we did not have to be concerned with logistics like room bookings? – and so on. This exercise provided us with a high-level ppreciation of the values and elements that were important to us as a collective. It was from this beginning â€Å"fantasy† that the next level of planning emerged. The second retreat was more structured and focused upon the creation of a continuum for learning that resulted in the overarching framework for the cur riculum, together with the delivery methods. A process was followed whereby we decided upon a central construct around which the whole curriculum would evolve, namely, â€Å"occupation†. To support this core notion, there were several longitudinal conceptual threads that represented continua of thought such as: wellness to illness, simplicity to complexity, local to global, and unifaceted to multifaceted. Through this process, we were able to identify the starting place for the first study term, and to create a high-level framework for the progression of the total curriculum (see Table 2. 3) In physiotherapy, the process began similarly with a faculty retreat; however, the focus varied slightly. Initial discussions identified elements of the curriculum that we Table 2. 3. Occupational therapy curricular framework Term 1 2 3 4 5 6 Content theme Wellness, health, and occupation Person, environment, and occupation Development, disability, and occupation Youth and the development of self Adulthood and disability Complexities of contemporary practice Chapter 2 Curriculum Development and Design 17 alued and wanted to maintain and those needing less emphasis. Through ongoing curricular evaluation and feedback, we identified new areas that needed to be included in the emerging curriculum and other areas that needed to be enhanced. These areas were discussed within the context of the changing practice of physiotherapy and the knowledge and skills required by the physiotherapist in the new millennium. The decision was made to use a curricular framework that incorporated a modified â€Å"body systems† design, as current physiotherapy practice and clinical specialties were aligned with this model. Inclusion of a Community Practice/Community Health unit allowed or a focus on emergent health care roles in the community and on integrating health promotion and disease prevention into practice. The faculty recognized that while many physiotherapists identified their practice in an area related to the body systems, increasingly clinicians were faced with more complex patients with multiple system involvement. Hence, the final unit of study focused on integrated practice dealing with clients with complex multisystem health care problems. Following the initial planning process, it is now time to initiate the plan. It is during this time period that the â€Å"unfreezing† of old organizational patterns and the introduction of innovations into the educational environment take place (Burton and McDonald 2001). Often, while there is a strong commitment to engaging in the conversations that lead to the design of a changed reality, it is a very different matter to start â€Å"doing† and actually making that changed reality come to life. A cooperative internal environment is essential for the realization of that initial dream and therefore it is well worthwhile for planners to engage in a transparent and collaborative experience that enables maximum participation and open debate. A process of this nature is characterized by collaborative problem solving, effective communication, abilities in conflict resolution, and a cultural expectation of working together in harmony that guides the overall enterprise (Burton and McDonald 2001). Therefore, it is of importance to determine at the onset the values and behaviors by which the development experience will be approached to set up structures and processes that will ensure that the best attempts at making it so will be expended. During the initiation period, we experienced intense interest and levels of emotion from all participants regarding the manner in which the planning and the visions for the two disciplines would be evolved and realized. As mentioned previously, we had determined that the existing problem-based learning principles would remain but that the key changes would be realized through the manner in which the content was introduced to the students and through which the continuum of learning would evolve. Similarly, we were committed to maintaining a student-centered approach. One core difference was to be the manner in which the experiential component of professional preparation would be integrated more centrally into both curricula. Previously, the curricula were designed in a more traditional fashion whereby the clinical fieldwork experiences were placed at the end of each study term and were linked directly to the area of academic focus for the preceding learning block. By definition, once the overarching concepts of the curricula were determined to be different from the previous models, then fieldwork placements would become less strictly aligned. This was reinforced more heavily in the occupational therapy program which was originally designed around developmental stages and central practice populations. Students would face a more eclectic approach in their clinical learning; therefore, both programs determined that learning around professional issues and practice expectations should be interwoven through the longitudinal axis of the curriculum. 18 Sue Baptiste, Patricia Solomon Redevelopment Within a Problem-based Learning Culture 2 As with any problem-based learning system, the small group learning unit is the nucleus of the whole curriculum. However, the success of problem-based, small group learning is supported by the strategic use of large group interactions for the imparting of theoretical and expert knowledge, while still maintaining a problem-based learning philosophy. Similarly, the application of problem-based learning principles is a critical piece of one-on-one learning and synthesis of knowledge and information throughout the academic and clinical components of the curriculum overall. Both the physiotherapy and occupational therapy programs elected to continue to utilize problem-based learning methods in a manner that celebrated the development already achieved over twenty-five years of curriculum development. This has evolved over time very differently in each program. For example, during the planning process for the occupational therapy curriculum, efforts were made to define new models for tutoring and many were identified and put into place. During the second year of the occupational therapy program, the problem-based tutorials occur only once weekly. This allows additional scheduling time for including the evidence-based practice courses and is also in response to the difficulties many practitioners are experiencing in gaining release time from employers to participate as tutors. In this new tutorial model, tutors are required to participate in only one weekly session with two or three tutors’ meetings across the term instead of weekly. Application of problem-based learning principles in large groups has been maintained and, in fact, enhanced particularly in the clinical skills sessions. Students often are placed in small groups (different groups from their core tutorial group) and provided with opportunities to explore assessment tools and intervention methods. Through these group experiences, the students apply a problem-based learning approach to the identification of learning issues, the uncovering of essential information and resources, and the synthesis of their understanding of the tool or technique. Integration of Experiential Practice Preparation Within a Problem-based Learning Framework As mentioned earlier, both the physiotherapy and occupational therapy faculty groups were committed to ensuring the integration of academic and experiential learning into the curricula from the beginning, and were focused on developing innovative models for the synthesis of practice preparation into the core academic units. It is important to note that the work related to integration commenced at the very onset of the curriculum planning process. In the case of the occupational therapy program, there had always been sessions held throughout the full curriculum that provided opportunities for the Clinical Placement Coordinator (now Professional Practice Coordinator) to inform, advise, educate, and monitor students in preparing for their practice experiences and in checking in with them following these experiences. However, a greater focus on such integration was placed within the masters entry-level curriculum model in order to ensure that students were being prepared to meet the enhanced expectations of a graduate program. Chapter 2 Curriculum Development and Design 19 Evaluation Within a Graduate Problem-based Learning Framework There should be clear and close linkages between how students learn and how that learning is assessed. Therefore, some information will be presented here relative to the evaluation methods developed at McMaster University in the occupational therapy and physiotherapy programs. Student Evaluation. In the preceding years, the two programs at McMaster University had been very involved in designing evaluation/student assessment tools that reflected the principles of problem-based learning and provided students with opportunities to integrate their academic learning with their growing professional awareness and identity. Most of these tools are built around the basic problem-based learning process of exploring a learning scenario that has been developed to address the objectives for the particular learning unit. Essentially, problem-based evaluation needs to be congruent with the underlying values and principles of problem-based learning. Traditional methods of assessing students’ knowledge tend to be contradictory to these principles and therefore should not be applied out of context. Problem-based learner assessment should: i Be congruent with the underlying problem-based learning process illustrated by the development of learning scenarios based on real life practice situations i Mirror the problem-based learning process of reflecting on a practice scenario, efining learning issues, researching, synthesizing, and synopsizing the learning with application to the defined case i Involve personal reflection and enhanced awareness of individual critical think- ing and clinical reasoning skills F aculty Evaluation. As with student assessment, the evaluation of faculty is central to the maintenance and enhancement of a problem-based learning culture. And, similarly, faculty evaluation is built into the roles played in any given learning context. In the case of the small group tutor role, faculty members are evaluated by each student and provide a self-evaluation to students during the course of the group process. Following the completion of the small group experience, students evaluate the faculty member as well as the overall course, and these ratings are provided to faculty and placed in their file for attention at times when promotion, tenure, and merit increase decisions are made. For those faculty members, practitioners, and others who facilitate large group sessions in both theory and practical skills, similar evaluations are completed. This process has been in place over many years and has not changed since the advent of the new curricula. However, the items being evaluated have altered to reflect the expected level and scope of graduate teaching. Student Self-assessment: Development of the OTPPI. Students admitted into the occupational therapy program are not expected to have any prerequisite courses completed during their undergraduate education. This has been the case from the very beginning. In the program itself, there are no formal courses that provide students with basic knowledge related to the foundational sciences that underlie occupational therapy practice such as anatomy, physics, biochemistry, sociology, psychology, and anthropology. It has been the long-held belief that in a pure problem-based learning 20 Sue Baptiste, Patricia Solomon 2 environment, the learning is accomplished through the horizontal meshing of various areas of knowledge and information; that through the integration of these sciences and bodies of knowledge, students can gain the understanding they require by using real life situations as springboards for integration and synthesis of all inputs. Consequently, recent efforts were expended to develop the Occupational Therapy Personal Progress Inventory (OTPPI), a tool that was developed from the experience of the undergraduate medical program over the past few years (Blake et al. 1996; Cunnington 2001). The OTPPI focuses on foundational knowledge that our students need in order to become practicing occupational therapists. It is not a test of the application of that knowledge in practice. The examination consists of 90 multiple-choice questions developed with the expectation that a â€Å"star† student would be able to answer by the time of graduation. There are three main domains included in each examination: biology (this includes anatomy, physiology, etc. ), social sciences (this includes psychology, sociology, anthropology, etc. ), and research (this includes statistics, research methods, ethics, etc. ). The breakdown of each examination is 40 percent biology, 40 percent social science, and 20 percent research. The examination is generated each term and students in both years have the same examination, with the expectation that the students in second year will achieve a higher result than those in the first year. Students receive a detailed report with their scores and a profile of how they have progressed over time. They are provided with information about their total score as well as a breakdown on each of the three domains. They also receive a zone score, which is an indication of how well they have performed on the test in comparison to the other members of the class. Students in the yellow or red zones may want to review their scores in more detail and make learning plans to address gaps that may have been identified through the examination. This tool is designed as a self-assessment measure, the individual results of which are known only to each student. We have made a conscious choice that results are not used in the summative evaluation of the students, and are intended to provide the learners with a sense of how they are progressing in accumulating knowledge relative to the basic sciences of their discipline. The students are expected to use that information to set plans in place to address weaknesses (e. g. , through problem-based tutorials, individual assignments, etc. ). The OTPPI has been a pencil and paper test so far, but steps are being taken to convert it to a web-based format. While the occupational therapy program has undertaken this initiative on a pilot basis, initial responses would indicate that students are finding the process helpful to them, although this is very new at the time of publication. Integration of Evidence-based Practice Skills into the Curricula. The integration of skills related to practicing in an evidence-based manner is seen to be critical to both programs. A detailed description of the models adopted by the occupational therapy and physiotherapy programs is found in Chapter 5. In both programs, there is a strong commitment to evidence-based practice as a central onstruct for the curriculum and a natural partner for client-centered and problem-based principles. Conclusion Since their inception, the masters entry-level programs in occupational therapy and physiotherapy have presented opportunities to revisit our history and legacy in health sciences education. In order to reflect on the overall process, the general steps for curriculum design offered by Wiers et al. (2002) will be revisited (see Table 2. 2). Chapter 2 Curriculum Development and Design 21 For us, the rationale for the curriculum was clear both from an internal and an external perspective, and the notion of forming a planning group was a natural approach to the task. Our profound commitment to involving our broad academic community was illustrated through the involvement of a wide range of individuals encompassing full-time, part-time, and sessional faculty members as well as members of the wider practice community. Such involvement was realized throughout the planning process and continues through such individuals’ representation on our Education, Curriculum and Admissions committees. The need to define clear general educational objectives for the curriculum was also recognized at a very early stage. We found that being able to determine the goals and directions from the outset served to facilitate the planning that followed. Assessing the educational needs of future students was assisted by our own knowledge concerning the entry-level competencies demanded by our professional regulatory colleges. Also, the connections we have with our practice communities and past graduates were invaluable in providing a background for determining the shifts necessary within the curriculum to fulfill practice expectations. Similarly, the same thoughtful reasoning was used to consider the differences of teaching and learning between undergraduate and graduate approaches to education. Applying general principles of problem-based learning to the curriculum was not a concern for us, given our long history of internalizing this philosophy. Specific difficulties arose when converting the undergraduate courses and assessment tools to the needs of a graduate program. Nevertheless, problem-based learning in many ways is a gift for this transition since it resembles closely the natural proclivities of graduate work – smaller groups, self-directedness, learner autonomy, and a degree of freedom to determine learning directions. Structuring the curriculum and creating a blueprint became different experiences for physiotherapy and occupational therapy. As mentioned previously, while the planning processes looked ostensibly similar, the manner in which the final curricular models were derived was very different (see Tables 2. 3 and 2. 4). However, after the master models were created, the processes for elaborating the blueprints and constructing study units were again very similar. Methods of student assessment tended to remain grounded in the familiar processes and tools that we had developed across our history with problem-based learning. However, as each curricular element emerged throughout the planning (e. g. , evidence-based practice, ethics, clinical skills, fieldwork) so did innovative ways to enhance the student assessment processes that were already strong. Details of these innovations will be discussed in the book chapters relating to these specific areas. Consideration of the educational organization and curriculum management model required particular attention since our lines of accountability had shifted, with the Table 2. 4. Physiotherapy curricular framework Unit 1 2 3 4 5 6 Content theme Fundamentals of physiotherapy practice Fundamentals of musculoskeletal practice Fundamentals of cardiorespiratory and neurological practice Advanced neurological practice Community practice Integrated practice and professional transition 22 Sue Baptiste, Patricia Solomon 2 move to the School of Graduate Studies. Two slightly different models of governance emerged, with the Admissions Committee being the only shared group between physiotherapy and occupational therapy. However, both governance models reflect a central group responsible and accountable for curriculum and another group that oversees general program functioning. Curricular evaluation remains an ongoing responsibility and expectation. Chapter 13 provides a particular model for curriculum evaluation that was used by the occupational therapy program, the Program Logic Model. However, there are many ways in which faculty members can retain a clear image of what makes up a curriculum and what indicators are critical to evaluate for the success of the program overall. The three years of planning and launching the new curricula at McMaster University were years of extremely hard work, high energy and output. As we see each student cohort graduate, and receive feedback concerning our students and graduates in practice settings, we feel heartened that we appear to be on the right track. We know, however, that curriculum development is an ongoing process.

Coffee Industry Essay

From the discovery of small, brightly colored red berries on trees in Ethiopia came the largest imported commodity in the world, second only to oil. The coffee bean provides a livelihood for over 20 million people worldwide with an estimated worldwide retail sales expected to grow by a compounded rate of 6. 9% from 2005-2010, reaching $48. 2 billion by 2010, according to The U. S. Market for Coffee and Ready-to-Drink Coffee. [1] The two main species of coffee beans are Arabica and Robusta. Arabica is a high-quality coffee typically grown at higher elevations where the optimal climatic conditions necessary to grow this specialty grade of coffee are found. Arabica coffee is traded in two ways: ? On the highly volatile New York â€Å"C† market where the â€Å"C† price is affected by the global supply as it rises and falls. The average â€Å"C† price for a pound of coffee during fiscal 2005 was $1. 04. ? Higher-quality Arabica beans are used in specialty coffee. Specialty coffee represents 10 percent of the total worldwide coffee market. Prices for specialty coffee are higher than the â€Å"C† offers in order to provide better rates payable to producing farmers for quality. [2] According to the National Coffee Association in Volume 2005. 4 of Coffee Trax, as of December 2005, forecasts for the world coffee production for 2005-2006 will be 113. 1 million bags. Production is down 5. 5% over the actual 2004-2005 yields of 119. 8 million bags. Domestic consumption in producing countries in 2005-2006 is forecast to increase to 31. 2 million bags, indicating domestic use should be 9. 9% higher in 2005/06 than in 2004/05. Using the most current data, world coffee consumption for 2003/04 was 96. 5 million bags, up by 1. 8% over 2002/03’s production. â€Å"In 1999 there were 108,000,000 coffee consumers in the United States spending an approximated 9. 2 billion dollars in the retail sector and 8. 7 billion dollars in the foodservice sector every year (SCAA 1999 Market Report). It can be inferred, therefore, that coffee drinkers spend on average $164. 71 per year on coffee. The National Coffee Association found in 2000 that 54% of the adult population of the United States drinks coffee daily (NCA Coffee Drinking Trends Survey, 2000). They also reported that 18. 12% of the coffee drinkers in the United States drink gourmet coffee beverages daily (NCA). In addition to the 54% who drink coffee everyday, 25% of Americans drink coffee occasionally (NCA). The average consumption per capita in the United States is around 4. 4 Kg. Among coffee drinkers (i. e. not per capita) the average consumption in the United States is 3. 1 cups of coffee per day (NCA). Per capita men drink approximately 1. 9 cups per day, whereas women drink an average of 1. 4 cups of coffee a day (NCA). The USDA’s 2005/2006 December estimate for world exportable production is 82.0 million bags which is 10. 2% lower than 2004/05. Total U. S. imports were down 15% for the second to third quarter of 2005. Estimated roastings for the third quarter of 2005 were up to 4. 7 million bags compared to the second quarter but down by 5. 8% for the year-ago quarter. [3] Retail prices were up from $3. 33 to $3. 40 for the average quarterly retail price of a pound of roast-and-ground coffee or 2. 1% after comparing the third-quarter 2005 to the second quarter. Compared to the year-ago quarter, average retail prices were up by 18. 1%, moving to $3. 40 from $2. 88. The average monthly retail price continues to be 20. 8% below its seven-year high of $4. 67 in August 1997. [1] Fair Trade coffee is beginning to affect the economics of the coffee industry. Coffee retailers to help maintain a sustainable supply of coffee are increasingly adopting the Fair Trade movement. Over the years a coffee crisis has developed as supply has greatly exceeded demand. This paradox of continued growth of retail pricing at the expense of the small coffee farmers has driven retailers like Starbucks to create their own methods of providing higher profits to producing farms so that supply can be maintained. Under a Fair Trade agreement producers are guaranteed a fair price consisting of a floor price of $1. 26 per pound and $1. 41 for certified organic coffee. [2] From 2002 to 2004, USAID invested over $57 million on coffee projects in over 18 countries in Latin America, East Africa and Asia in an effort to create sustainable supplies of coffee. Other movements such as Organic and Shade Tree coffee have had similar goals to help with environmental and quality concerns on the producing farms. [4] Coffee consumers are continuing to show a preference for premium coffees. While most brands have declined in sales during the past year, premium coffees have managed growth, according to data from Information Resources Inc. , which measures sales through supermarkets; drug stores and mass merchandise outlets. Ground coffees lost 1. 8 percent of sales for a category total of $1. 6 billion, but whole bean coffees were up 2. 2 percent. Starbucks grew in both segments, with a 13. 2 percent increase in ground coffee sales and 6. 4 percent in whole bean sales. [5] Retailers such as Starbucks in the specialty coffees use the highest-quality Arabica. Specialty coffee is a broad category of coffee positioned as the highest quality and/or roasted with the ideal techniques or even coffee from particular plantations. â€Å"Even though the overall U. S. coffee market has been sluggish lately, the specialty component has seen significant growth, with retail dollar sales approaching $9 billion in 2003. The segment’s sales in 2003 represented growth of 6. 7 percent over 2002’s $8. 4 billion. In 2003, coffee cafes – the approximately 11,240 retail locations including seating, such as most Starbuck’s outlets – generated $6. 1 billion in retail sales, or 68. 3 percent of the segment’s total. Coffee bean roasters and retailers – the 1,350 sites with on-premise roasting – accounted for 14 percent of sales with $1. 3 billion. Coffee retailers without seating, also known as kiosks, had sales of $810 million, which represented 9. 0 percent of the total. There were approximately 2,700 coffee kiosks operating in 2003. Mobile retailers (i. e. , carts) accounted for an additional 3. 2 percent of sales, with all other channels responsible for the rest. † [6] Driving Forces in the Coffee Industry Competitive and industry conditions experience change due to the forces that are pressuring industry participants to alter their actions. Competitors, customers, or suppliers are enticed to change their ways. Those with the biggest influence on industry structure and the competitive industry environment are driving forces. The coffee industry has four driving forces that originate in the industrial and competitive environment. A change in who buys the product and how they use it is one of the four driving forces in the coffee industry. Shifts in buyer demographics and the way consumers use the product have altered the competition for this industry. The variation has prompted producers to broaden the product line and try different sales and promotion approaches. Changing societal concerns, attitudes, and lifestyles is the other driving force that ties in with the customer base and usage. Society is changing, with the new generations being a huge influence. Parents, a huge factor in the lifestyle, attitudes, and opinions of their children, drink coffee and are, thus, promoting coffee to the offspring. These young persons are looking for caffeine to keep them going through their increasingly busy days. At age 13, who knew that coffee was needed to add to their ever-so hyper lives? Coffee is established as a drink older people consume. Young people are always aspiring to be older than they are, so coffee is marketed in a different way to the younger generations as specialty coffee and gourmet beverages. Marketing these drinks as â€Å"cool† and â€Å"hip† is also a successful method of attraction. Establishing loyalty early while coffee drinkers are young will ensure a prospective future for this industry. In addition, the use of coffee has changed over the years. Coffee was first marketed as a breakfast drink for the working parent to get a boost of energy for the day. As more women started joining the workforce, the coffee consumption increased. Throughout the years, an increasing amount of people started drinking coffee more frequently throughout the day. Today, it is not uncommon to see a person drinking a gourmet coffee drink at 10:00 p. m. , as well as anytime throughout the day. Whenever you need that caffeine-boosted beverage or just want that coffee bean taste most love, consumers now can look for multiple types of coffee drinks to satisfy the craving. Growing buyer preferences for differentiated products instead of standardized is the driving force that allows the product innovation to take lead in this industry. Due to consumers demand for something different, companies in this industry needed to expand current products to fit customer needs and wants. The success of product innovation of introducing coffee drinks and coffee flavors, made the choices for consumers grow. Consumers wanted more flavor and excitement, instead of the regular or decaffeinated options. During the hot summer months, many coffee lovers wanted the taste of coffee but were not fond of drinking a hot drink. Iced coffee drinks helped to solve that problem. Now, people can drink coffee anytime of the year. Many consumers do not just drink coffee in the morning, like the generations before; meetings, study sessions, hanging out, talking amongst old friends and other events are all done through coffee drinking. Due to the buyer influences, the coffee industry has grown in all directions and continues to see a future with innovation and other driving forces helping it along the way. Lastly, product innovation is a driving force that has allowed the coffee industry to grow. The competitive environment is fierce and product innovation is one of the key driving forces to stay on top of the industry’s market share. Coffee drinks were developed as an anytime coffee drink. Such drinks are Espressos, Cappuccinos, Frappaccinos, Lattes, and Mochas. Whether a consumer likes it hot or cold is no difference now; iced coffee is for those that do not feel like a hot cup. Black, White, Irish, Turkish and Americano are also other types of coffee to choose from. Flavored coffee is a pillar innovation to this product category allowing different consumers’ taste buds to run wild. Chocolate covered coffee beans are another innovation that expands the use of coffee in a nontraditional way, a snack. This industry growth has also allowed companies the opportunity to promote to different consumer markets. Young and old purchasers, people that like hot or cold coffee, and those that like a coffee drink in the morning or evening are all targeted now that the product lines have broadened the scope of the industry. Product innovation has helped consumers’ differentiation issues, along with allowing them to drink it anytime of day they need an extra tasty boost of energy. In order to stay on top of the competitive environment in this industry, a company has to accept the driving forces and make each one positive for the company in the long run. The following driving forces are influencing the coffee industry: change in who buys the product and how they use it; changing societal concerns, attitudes, and lifestyles; growing buyer preferences for differentiated products instead of standardized ones; and product innovation. Each of these driving forces increases the competition in the industry. The increased demand for products, especially the new innovated ones, is an opportunity for profitability as well. Because of the innovation, many people are expecting choices for the long run; the companies that offer the products consumers want will prosper. Competitive Analysis of the Coffee Industry Although there are many substitutes for coffee when it is regarded as nothing more than a liquid to drink, most people would agree that there are relatively few that would be considered viable substitutes to dedicated coffee drinkers. Historically, teas have been the greatest rival substitute for coffee, and just as there are specialty coffees, there are specialty teas as well. The key to coffee substitutes being successful in luring coffee drinkers over to their products is differentiation. While tea alone may be substantially differentiated from coffee, a dedicated coffee drinker will need some sort of hook, or angle, to get them to try something different. Often this angle comes in the form of a doctor telling them to cut back on caffeine or to stay away from coffee altogether. According to About. com the top five coffee substitutes are: 1. )Roastaroma ? a tea â€Å"blend of roasted barley, roasted chicory root, and roasted carob, with spices cinnamon, allspice, and star anise. † 2. )Genmaicha ? a â€Å"green tea with roasted brown rice. † 3. )Teechino ? â€Å"made from roasted carob, roasted barley, and roasted chicory† containing â€Å"figs, almonds, and dates. † 4. )Cafix ? â€Å"a freeze-dried grain drink made from barley and chicory. † This drink is non-acidic and does not contain caffeine. 5. )Pero ? â€Å"made from malted barley, chicory, and rye. † Although coffee substitutes are readily available and reasonably priced, traditional coffee drinkers are usually dedicated to coffee in general, if not one particular brand. Therefore, buyers tend to view substitutes as not adequately comparable alternatives. One of the coffee industry’s greatest attributes is the loyalty of their customers. Buyers of coffee can be broken down into two groups; individuals and businesses. An individual coffee drinker will have little or no real power to influence the industry or a particular seller beyond switching brands. The switching costs of individuals are virtually nothing; therefore they can move between brands whenever they are dissatisfied with quality or price. Business buyers such as restaurant chains, hotel chains, convenience stores, and supermarket chains have considerably more power than an individual buyer. This is simply due to economies of scale where a restaurant chain purchasing several thousand pounds a week will have more influence on a supplier than an individual buying one or two pounds per month. Supermarket chains are in a strong position as well, as they can offer as much or as little shelf space as they want. They can also switch brands on shelf space, virtually without cost, to replace poor selling brands with other brands, which may have a higher sales rate. Therefore buyer power depends upon the quantity bought, as with many industries. The power of buyers may range from weak to strong or even fierce. The threat of new entrants into the coffee industry is somewhat strong. While entrants into large markets may not be many, the entry of small shops in local markets offering specialty coffees has grown rapidly in the last several years. Entrants into the specialty coffee arena have been lured in by rising demand of such coffee and attractive profit margins. While these local shops will not be able to compete with large corporations such as Kraft, Proctor & Gamble, or Starbuck’s on an international basis, they can account for some competition in local, concentrated markets by offering a niche; an alternative to corporate retailers with a less personable and hospitable atmosphere. Retailers such as these tend to do well in more rural areas where major corporations may not wish to enter, or in areas where collegiate or more naturalistic atmospheres prevail. These areas may be less inclined to cater to large corporations. New entrants into the coffee industry are also faced with the obstacle of overcoming name brand loyalties. Although in some small specialty coffee markets a new brand with a unique name or style may do well, in most arenas coffee drinkers are extremely loyal to their brands when they are purchasing for home consumption. These buyers are not likely to switch brands for superficial reasons. The competitive pressure from suppliers is relatively weak in the coffee industry. The individual coffee bean farmers have little control over the price of the coffee they sell. The worldwide market has little fluctuations and any that may occur have little effect on any one particular farm. Recently world coffee supply has been exceeding demand, which has taken even more power away from the suppliers who must compete with growers from around the world. The futures market provides security to firms purchasing beans from governments. By buying these futures contracts the company is promising to buy a certain amount of coffee at a stated price no matter what the overall market price may be at the time. The government selling the contracts is promising to provide the amount of coffee stated to the buyer at the stated price regardless of the current market price. Governments also have a role in determining supply as they can set regulations governing the number of trees that are planted, provide price subsidizing for farmers, and impose tariffs. Furthermore, the price of coffee beans has not been increasing at the same rate as the price of your average cup at a specialty shop, or as fast as inflation. In January of 1996 the price of coffee beans was $1. 02 per pound [7]. Ten years later in January of 2006 the price has only increased to $1. 17 per pound, an increase of 14. 12% [7]. In the same period inflation had risen approximately 25. 3% [8]. Rivalry in the coffee industry among competing sellers is vigorous. Although the overall market for coffee grew fast in the late 1990’s, especially regarding the specialty coffee markets, it has leveled off some in the last few years and the overall demand is growing slowly. Another reason for the high level of competitiveness within the industry is due to the relatively low differentiation ability of coffee. While specialty coffees derive some level of differentiation from region of growth or roasting methods, the overall product is fairly standardized. This leads to increase jockeying for position among existing firms, as they cannot lure customers in with a variety of unique products. Some firms however are attempting to lure customers in with new products such as Folgers’ Home Cafe system, which is a one-cup pressure-brewing system. These devices use â€Å"pods,† or individually packaged coffee for single serve applications. Other companies have also been marketing individually packaged coffee so that consumers can make a â€Å"perfect cup† every time. The switching costs of buyers are also very low, if not non-existent. Buyers only have to purchase a different brand in order to switch. While some businesses may have to replace equipment if they switch brands, a business of large purchasing capacity will likely have equipment provided for them by their coffee bean supplier. The recent surge in specialty coffee brands has increased rivalry among existing firms. As companies such as Starbuck’s have grown and acquired market share, companies such as Kraft, Proctor & Gamble, and Nestle have had to increase advertising and create new specialty coffees of their own in order to compete. â€Å"Sales of specialty coffee were $10 Billion in October of 2005 and expected to rise at a rate of 7% annually, while sales of traditional brands have been falling. † [9] Over the past two years Maxwell House has seen a decline of $75 Million in supermarket sales alone. † [9] Furthermore, companies like Starbuck’s have been acquiring smaller companies and thereby growing in market share and sales. This has been done to such an extent to make them comparable to big firms such as Kraft and Proctor & Gamble who compete in various markets with multiple products. This has increased rivalry among these firms as they struggle to maintain their market share. Key Success Factors in the Coffee Industry Coffee drinkers are becoming interested in the type of coffee they drink, people who want specialty chocolates and wines want specialty coffee. Specialty coffee is label â€Å"gourmet† or â€Å"premium† coffee. The specialty coffee bean comes form rare locations and is 100% from that origin; that means no mixing with another bean. People want to know the beans country of origin and if the bean is a blend or a single-origin. Coffee originates from a variety of places like South America, Africa, Middle and Far East, and Jamaica. The Specialty Coffee Association of America (SCAA) said people want specialty coffee because of its superior coffee, â€Å"People want things to taste good and clean and no longer want cheap coffee. † The SCAA reported that 15% of American adults drink specialty coffee an increase from 6% points over 2000. According to Mintel International Group, saw producers who specialize in coffee rise, Procter and Gamble’s Millstone premium brand increased 37. 5% and Starbucks rose 23% between 2001 and 2003 (Chater, 2005). Along with specialty coffee is flavored coffee, which is increasing popular. Flavored coffee ranges from Cherry Vanilla with Pecans and Cashews, Orange Cappuccino, or even Hazelnut. The SCAA claims flavor coffee will continue to grow in the total market share. The Motley Fool Stock exchange reported that the 7-Eleven saw 5% of sales come from coffee products like the Slurpee with flavors Cherry Creme and Vanilla Nut. The Black Mountain Gold Coffee (BMG) offers its flavor coffee through Amazon. com and it is their number one flavor; Cinnamon Crumb Cake-flavor coffee became so popular that Albertsons in Texas included the brand inside the store (Friedman, 2004). The United States is the largest base of coffee drinkers and the second largest importer of coffee (Packed Facts, 2003). Therefore, it is evident that coffee is popular drink. Coffee is sold in airplanes, office buildings, hotel rooms, train terminals, schools, and grocery stores. Some grocery stores even offer coffee to drink while shopping. It is good having these locations offer coffee because it stimulates more coffee being drunk and later more purchases. It is also a good way to get non-coffee drinkers to try coffee and turn them into coffee drinkers. Coffee is sold in most stores, and even on the Internet. Having coffee sold in a variety of places ensures the consumers have easy access to purchase the product. Locations benefit by selling coffee because usually when coffee is being bought customers have a tendency to buy other products such as, milk, cream, sugar, or a mug. Numerous studies are indicting coffee can offer health benefits. It would be beneficial for the coffee industry to further these studies and use as a selling tool. The coffee bean is a plant base food, therefore offers rich antioxidants more so than broccoli and blueberries. These antioxidants can help prevent cancers, Parkinson disease, gallstones, and used for an antidepressant. Other nutrients inside coffee like potassium, niacin, magnesium, and chlorogenic acids can possibility help reduce diabetes (McAuliffe, 2005). Cautious coffee drinkers are concerned with how coffee effects the environment and farmers. Sun-grown coffee, uses fertilizers and pesticides, and contributes to deforestation; shade-grown is grown beneath a canopy of trees while preserving the forest. Organic coffee has increased 54% in 2005 through Nov 6, while non-organic coffee increased 8. 5%. Coffee drinkers want to be reassured that producers of coffee are treated fairly. Are farmers compensated fairly, no abuse, or child labor? Companies should be very weary of this issue because, if the source of coffee is not on good terms, if the farms are not healthy or unhappy employees than it could affect the industry in a negative way. Starbucks is a perfect example showing support to farmers by offering decent wages, and ways to help protect their asset (farms). Starbucks as teamed with the Fair Trade Certified Coffee by offering â€Å"Coffee of the Week† to bring awareness for the Fair Trade Certified Coffee. Other companies should take notice of the Fair Trade Certified Coffee, the Fair Trade Certified Coffee ensures farmers are properly compensated, health care, and economic stability of farms (Gimbl, 2005 & Chater, 2005). Overall Industry Attractiveness In order to decide if the coffee industry presents an attractive opportunity for earning good profits, it is important to base a conclusion on several factors. By drawing upon previous analysis of the intensity of competition, whether the impacts of the driving forces are positive or negative, the market positions of industry members as shown on the strategic group map, and also close examination of the industry’s key success factors an educated answer can be deduced. First, by examining the market size and growth potential the coffee industry presents a livelihood for over 20 million people worldwide with an estimated worldwide retail sales expected to grow by a compounded rate of 6. 9% from 2005-2010, reaching $48. 2 billion by 2010, according to The U. S. Market for Coffee and Ready-to-Drink Coffee [1]. Competitive forces in the industry point to growth through the development of product innovation and specializing in gourmet coffee and specialty drinks. â€Å"Sales of specialty coffee were $10 Billion in October of 2005 and expected to rise at a rate of 7% annually, while sales of traditional brands have been falling. † [9] This has increased rivalry among these firms as they struggle to maintain their market share. Competitive forces are conducive to rising industry profitability as long as companies continue to offer product innovation and stay ahead of the curve when it comes to the driving forces in the industry Degree of risk and uncertainty in industry’s future encompasses many issues. Coffee drinkers are many and are seemingly very loyal to their drink. Proof being that recently the coffee supply has been exceeding its demand, which has taken even more power away from the suppliers who must compete with growers from around the world. In addition several tentative studies show positive health benefits to coffee drinkers. With a trend in the United States to be more health conscious, the coffee industry has opportunity to capitalize on these finds. In contrast when examining the severity of problems facing the industry it is evident that although demand is growing the trend is that it is steadying off. Due to little differentiation and small increase in the price of coffee since 1996, companies have been forced to focus on increased product differentiation in areas such as specialty coffees; however, that too is steadying off in growth over the past couple of years. Possible strategic issues include customers increasingly loyal to certain brands, which possibly make it more difficult for smaller coffee companies to edge into large consumer base. Also coffee companies need to consider the growing demand of consumers in the ethical treatment of coffee workers and focus their attention to a coffee drinker who looks to drink it for its benefits and special offering in taste. Ultimately when drawing conclusions about the attractiveness of an industry, the perspective is important. It depends on the scope and breadth of a particular company. The attractiveness of the opportunities an industry presents depends heavily on whether a company has the resources and the competitive capabilities to secure them. A standard judgment of if an industry is profitable is if the industry’s overall profit prospects are above average, the industry environment is basically attractive; if industry profit prospects are below average, conditions are unattractive (Strickland III et al, 2004). However this analysis of the industry shows that the coffee industry has a strong future and to the right players offers an attractive business opportunity. 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