Campus Crew Customer Communication Coursework Example | Topics and Well Written Essays - 250 words

Campus Crew Customer Communication - Coursework Example As a function of this, this brief analysis will consider the customer communication strategy for campus crew in Peterborough Ontario. Due to this particular understanding of the customer communication strategy, the Peterborough Ontario campus crew has a limited scope and interaction with the end consumer. Whereas other aspects of the business cycle integrate directly with the consumer and expressly state their function/purpose/and service offerings, the campus crew is non-proactive and its offerings and services to the end consumer are merely taken for granted (Hennig-Thurau 57). As such, this does not present a situation in which the business model or business plan has a high degree of interaction with the consumer and therefore risks the continuation of services due to an under-appreciation and or misunderstanding of responsibilities and services engaged upon. In this way, it is the recommendation of this author that in order to engage with shareholders in a more complete way, the customer communications strategy of the campus crew in Peterborough Ontario must be completed overhauled and updated so as to engage the shareholders and customers with the services and products offered. Hennig-Thurau, Thorsten. "Relationship Quality And Customer Retention Through Strategic Communication Of Customer Skills." Journal Of Marketing Management 16.1-3 (2000): 55-79. Business Source Premier. Web. 25 Mar.

The total cost of ownership Coursework Example | Topics and Well Written Essays - 500 words

The total cost of ownership - Coursework Example According to the research findings, it can, therefore, be said that anti-dumping costs, for example, are associated costs that the government wants the consumer to meet based on the suitability and the usability of a product. The government argues that importing an electronic into the country increases the cost of cleaning up the environment since after using the product a consumer is likely to dump the same in the country. Coupled with the countervailing duties, the cost of importing a product into the country thus increases significantly. The total cost of ownership depends on various factors and includes numerous elements of a transaction. These include the cost associated with the pre transaction the transaction and post transaction. The three are vital and have numerous undertakings all of which have financial implications thus contributing to the total cost of ownership. Such costs as the cost of qualifying sources, the price of the product, transportation costs and follow up a nd correction costs are some of the basic costs whose values contribute to the cost of ownership. Additional factors that increase the total cost of ownership especially for global supply chains are duties levied by the government. Import duties are levies that a government attaches to every product that enters the country. Such are important taxes that coincidentally increase the cost of doing business thus raising the total cost of ownership.

IKEA Competitive Positioning

IKEA Competitive Positioning This report critically analyses the competitive position of IKEA which has led to its success and failures over the past five decades. IKEA has been well known for its low price concept and wide range of furnitures. IKEA has grown enormously and now operates in 55 countries. This report analyses the external environment of IKEA by using the PESTEL Analysis. The analysis shows that political factor plays most important role while other external factors such as economic, socio-cultural, legal, environmental and technological contribute to some extent in determining the expansion and success of IKEA. The resource and capability of IKEA is analysed by using the Michael Porters five force analysis. The study shows that IKEA has to dominate in all the five areas to succeed in future. The report also studies that marketing mix used by IKEA in different countries which have had a major part in IKEAs success. IKEA is committed to satisfy its customers. For customer satisfaction IKEA has worked hard to understand the needs of their customers. This report also examines the customer perception and the IKEA philosophy leading to happy and satisfies customers. The strengths and weaknesses of IKEA as well as opportunities for expansion and threats from competitors are revealed by conducting the SWOT analysis. Finally the causes that could lead to the demise of IKEA are discussed along with its future. Table of contents Page no. Introduction 4 PESTEL Analysis 4 Resource and Capabilities 6 Marketing Mix 8 Customer Perceived Values 10 SWOT Analysis 12 IKEAs Future 13 Conclusion 14 References 15 Introduction The economic slowdown has had a negative impact on most businesses world over. Despite the slowdown IKEA plans to open stores in china and world over. The business was started by entrepreneur Ingvar Kampard who had the idea of selling things cheaper than the market price. Thus IKEA came into existence in 1943, when he was just 17 in the small village of Agunnaryd in Sweden. Furniture was introduced in the IKEA product range in 1947 and there after IKEA designed its own furniture. After opening its first store in Almhult in 1958(IKEA, 2009), Ikea has expanded its business worldwide and now operates in 36 countries around the world. Its sales for 2008-09 were 21.2 billion euros and had 127,800 employees. IKEAs success in the retail industry is due to its vast experience which spans over five decades in the retail market. Ikea also achieves product differentiation and cost leadership by its unique concept of selling furnitures in kits that are assembled by customers at home .IKEAs visio n is to create a better every day life for many people (IKEAs Annual report 2009). Macro Analysis (PESTEL Analysis) Political/Legal According to Scherrer (2003), changes in political and legal environment adversely affect the market place as well as the sale and distribution of a product. The political factors include the nature, level of corruption and stability of the government. While the legal factors include import laws, taxation, employment law, competition law, health and safety laws. Europe accounts for large part of IKEAs business with 82% of its sales coming from there (IKEA, 2009). This is because the governments in Europe are been stable, encourage foreign trade and favorable taxation policies. IKEA relocated its Group management, finance and treasury departments to Leiden in the Netherlands from Denmark. This move can be attributed to the favorable government policies in Netherlands that benefited the company over and above any other country in Europe and even Sweden. Globalization influenced IKEA to enter the Chinese furniture market much later after the import control rules were relaxed and governm ent opened up property markets. According to Miller (2004), heavy import taxes have hit IKEA; thus IKEA has been having difficulty in setting a price which good for the customers and the company. IKEA plans to relocate production of many items in china. One the other hand IKEA has no plans of entering Indian markets due to its strict licensing laws for the foreign owned companies. Economic According to Scherrer (2003), economic growth of any country is reflected by its economic climate which influences its plans for expansion. IKEA has no plans on expansion into underdeveloped and developing countries like India. The economic conditions do not favor its business strategy as the buying power of the customers is low. Thus IKEAs main market is Europe where every ordinary person including students can afford to buy an IKEA product. IKEA faced massive problem in china due to its economic condition as it became a luxury furniture brand in the Chinese mind and not many could afford its products. Socio cultural Scherrer (2003) states that consumer preference; purchasing patterns and conditions under which products can be sold are affected by the socio cultural changes. IKEA had to adapt to the cultural environment to expand its business in china. It had to get the Chinese customers to adapt to the do-it-yourself (DIY) concept. As labor is cheap in china, the DIY notion has not taken hold in china as in the western countries where customers know they save money by assembling the furniture Technological IKEA uses technology to stay ahead of the competition by producing furniture cheap and quality furniture. IKEA also uses technology by marketing and selling its products online. Thus IKEA is able to market its products to far many homes and increase its sales considerably. According to Rowley and Slack (2003), a new technology known as kiosk is used by IKEAs customers to view their choice of sofa covered in various fabrics available in that range. Environment IKEA is committed in using resources in an economic and careful way. (IKEA 2009, social and environmental responsibility). IKEA has been offering compact florescent light bulbs (CFLs) which can last up to 10 times longer and use 80 percent less energy than incandescent. IKEA is also committed in reducing the use of plastic bags and there by has introduced the Blue Bag which is cheap, reusable and durable. Resource and capabilities Resource and capability is illustrated by Porters Five Force Model Supplier Power Buyer power Rivalry Substitute Threat of Entry Michael Porters Five Forces Model Power of Suppliers Power of Customer/Buyer IKEA does not enter into actual production but has taken further steps thus keeping the suppliers in an even tighter grip. These suppliers are not only dependent on orders from IKEA but are also in direct financial debt to IKEA, because IKEA has paid for the assembly of their machinery. Hence IKEA has the buyers power to pressurize its suppliers to reduce manufacturing costs anyhow. To reduce the supplier power, IKEA has more than 1300 suppliers in 53 countries with majority of its products from Europe (64%), followed by Asia (33%) and North America (3%) (IKEA, 2009). Competitive Rivalry According to Hopkins (2008) there is more competitive pressure if there are more rivals in the industry. The number of rivals for IKEA is limited in Europe which is where major revenue is generated, as they are able to restrict competition due to their cost leadership and product differentiation. Apart from the competition IKEA faces from UK based BQ (the largest DIY retailer in Europe and third largest in the world) in china; its biggest worry is that it is facing competition from many international and Chinese chains who are copying its products. Many stores in china have IKEAs catalogue in their stores and they tell customers that they can reproduce the same furniture at a lower price. IKEAs online catalogue makes it easy to view and copy. Threat of Substitute Furniture made with wood can only be substituted by furniture made with plastic. But wood is bio degradable which is the reason wood is preferred over plastic. Threat of new Entrants Pass, Sturgess and Wilson (1994) state that it is difficult for entrants with unknown products to win viable market share as customer loyalty exists with the existing firm. IKEA enjoys loyalty from its customers which has been built up by huge and continuous investment in making its products better and cheaper. There is high barrier for entry set by IKEA which makes it almost impossible for a new entrant with unknown and untitled products to win a viable share of the market. Marketing Mix According to Armstrong and Kotler (2006), modern marketing consists of a major concept know as marketing mix. A firm needs get its marketing mix which includes product, price, place and promotion (the 4PS) right to get the response it wants from the target market. Marketing Mix Intended positioning/ Target Customers Product Variety Quality Design Features Brand name Packaging Services Price List price Discounts Allowances Payment period Credit limit Place Channels Coverage Assortments Locations Inventory Transportation Logistics Promotion Advertising Personal selling Sales promotion Public relations Source: Armstrong and Kotler (2006) Marketing an introduction. New Jersey: Pearson Education, Inc Product Product strategy forms the first of the 4PS of modern marketing strategy. Product includes goods as well as services the company wants to sell. IKEA has large range of products for almost everything that is needed at home. IKEA is positioned itself as a company which sells quality goods at affordable price. In terms of service, IKEA encourages the concept of DIY but makes technical help available for its customers when needed. This makes IKEAs products different from other products available in the market. Price According to Myers, Caustic and Diamantopoulos (2002) it is difficult to price products in the international markets as the competition increases. IKEAs adopts low price strategy which is achieved by keeping the costs low between then manufacturers and customers. IKEA can also sell its products cheap because it makes bulk orders. IKEA plans to lower its prices in china by 27% to increase its sales. This is possible as china produces 30% of its products. Also large proportion of its raw materials also comes from china. IKEA also offers payment and credit options for its customers. Place IKEA has been able to reduce its costs by locating its shops in the suburbs of the cities. In china it has opened its store in shanghai city knowing that only 20 percent of visitors in shanghai have their own cars. Promotion IKEA promotes its products by advertising on TV and newspapers. It also markets and sells its products online. Broachers and catalog are printed which have the latest offers and the new products for convenience of customers. IKEA is also involved in helping NGOs like UNICEF. This creates a good company image in the customers mind. Customer Perceived Value According to Eggert and Ulaga (2002), customer perceived value (CPA) comprises of three elements, the multiple components of value, the subjectivity of value perceived and the importance of competition. The difference between benefits and costs of an offering perceived by the customers can be stated as customer perceived value. According to Heinonen (2004), organisations cannot only focus on process and outcome of service delivery which are easy to manipulate. Managers have to put in effort to consider the temporal and spatial elements in service. IKEAs warehouses are open for customers to test and select the furnitures. Thus IKEA has been able to create value by providing an arena where customers can perform services at their own convenience. IKEA Philosophy IKEA philosophy is to increase customer perceived value by delivering extraordinary customer service. IKEA reduces perceived sacrifice for its customers by offering them a remarkable experience through their new designs, high quality and low cost furnitures. IKEA maintains its low prices by reducing its shipping costs, inventory costs and also by their DIY concept. IKEA PHILOSOPHY Source: Bernhard Schindlholzer, the Customer Experience Labs (2008) IKEA is able to maintain its focus on being easier, cheaper and faster. It is also able to provide excellent customer service by its cost cutting and process optimization techniques. SWOT Analysis Strength According to Lee and Ko (2000), the internal as well external customers should be considered while determining the strength of an organisation. IKEA is able to maximize productivity and minimize waste generation as maintains complete control over production process. All the steps in the production process from forestry saw milling and board manufacturing to furniture is handled by the industrial group of IKEA which is called Swedwood. IKEAs own design group makes sure that their products match the trend of the market. The design group also co-ordinates with the industrial group and vise versa to effectively convert the design into furnitures. IKEA has been a long term partner of UNICEF supporting UNICEFs programs benefiting children and their opportunities for learning and development in Asia, Africa and Central and Eastern Europe. IKEA has also been working with UN to abolish child labor. By fulfilling its corporate social responsibility and repeated customer satisfaction, IKEA has been able to build a strong brand image and thus enjoys enhances customer loyalty all over the world. IKEA was ranked 41st among the best global brands around the world in 2006. Weakness IKEA has to depend on sub contracted manufacturers as it has limited manufacturing capabilities, which makes it difficult for IKEA to coordinate and control quality standards in some regions. IKEA may also face competition from the subcontractors as they may manufacture their own line of products. IKEA products are also easy to replicate which the reason it is facing competition in china from the local suppliers. These suppliers in china are able to copy the IKEA products and sell at a cheaper cost. Opportunity Lee and Ko (2000) state that opportunities are present every where such as changes in government policies, social patterns and even technology. Asia accounts for small part of IKEAs business with only 3% of its sales generated from there. IKEA senses an opportunity to make its mark in Asia. IKEA plans to cut prices in china considerably and open new stores. IKEA can also expand by using e-commerce to its advantage. By using innovative technology IKEA can reach customers in parts of the world where it does not have a store. Threat The major threat to IKEA is distinct demand in different regions. In a vast country as china, IKEA has to adjust to the living style and culture which differ from one part to the other. IKEA plans to expand despite the business being hit by the global recession. IKEA will have to be cautious of the decisions it takes for its future in these difficult times. IKEAs Future IKEA success can be attributed to its ability of turning problems into opportunities. IKEA has been able to globalize and compete with local products in diverse markets due to its vision and business idea. IKEA is finding out ways to reduce costs in china and also plans to open 10 more outlets by 2010. IKEA expects china to be the second largest furniture consumption market by 2014 only after USA. Therefore, IKEA has streamlining its resources in Asia-Pacific and will moved its purchasing, financial, operation, security and other functional departments from Singapore to Shanghai. Rowley and Slack (2003), a new technology known as kiosk is used by IKEAs for customer convenience. Thus by using better technology like kiosk, IKEA will be able to satisfy more and more customers and will keep growing. IKEA has to constantly look out for new and innovative ways to reduce costs and improve quality to stay ahead of the competition. IKEA has to be in control of the huge expansion it has planned. Inability to reduce costs and inability to be in control of expansion could lead to the demise of IKEA. Conclusion Analyzing IKEA by PESTEL analysis reflects the external factors that IKEA has to counter to achieve its goals. IKEA has to deal with different external factors like taxation policies, government rules and regulations, exchange rate in different countries. IKEA product prices vary from country to country largely due to the external factors. IKEA has adopted a unique marketing mix which has resulted in the enormous growth of the company. IKEA has been so successful because it has been able to change its marketing strategy to suit the culture of the country. Most of IKEAs business comes from Europe but now its expanding in Asia. To be successful in the highly competitive Asian and especially Chinese markets, IKEA will have to adopt new strategies which suit the cultures of these markets which is different from the western culture. IKEAs plan of expansion in China could be quite risks as they have not been able to make their mark in the Chinese markets as they have been able to make in Europe. Moreover, IKEAs business has been hit by the financial crisis world wide; it could be strategic for IKEA to focus on increasing their sales in the existing stores than expansion in China.

Ancient Greece :: Ancient Greece Greek History

Ancient Greece This paper tells you about the Golden Age of Greece, which is from 500 to 350 BC. It tells about what Greeks did, who they worshipped, and other important things. The thing the Greeks are best known for, is their gods, and stories about them. The stories explained how things became. For instance, one story said that before the earth was made, there was a fight between a god, and a giant. The god killed the giant, and the parts of the giant became the earth. His teeth became the rocks, and his hair became the grass. His hands and feet became mountains, and his toes and fingers became trees. Some of the gods were Zeus, who was the ruler of all the gods, Hera was his wife, and Hermes was his messenger. Artemis was the goddess of the moon, and Apollo was the god of the sun. Poseidon was the god of the sea, Loki, the god of mischief, and, Dionysus, the god of wine. The Greeks, made sacrifices to the gods, so that the gods would honor them, and help them in times of trouble. They sacrificed animals, and other things that were special to them. The Greeks built temples, where they worshipped the gods. Each city had several temples, because each temple was used to worship one god. In each temple, there was a statue of a god that they worshipped. They had an extra big temple, and statue for the god that guarded their city. The Greeks had lots of heroes, who were like role models for their children. Hercules was the strongest man ever, and destroyed many monsters with his strength. Perseus had killed a monster called the Medusa. If someone looked at it, they would immediately turn to stone. Oddysseus beat the Trojans in the Trojan war, and on his way home, with his cunning, tricked, and killed many monsters. The Greeks are also known for their creativity, and knowledge in arts, such as making sculptures, music, and paintings. They made statues out of clay, gold, silver, and bronze. For instruments, they used harps and flutes. The Greeks had houses like us. All the houses had a kitchen, an eating nook, and a bedroom. The richer families had rugs, and decorations, such as vases, paintings, and tapestries. They also had a courtyard in the middle of the house, and in the courtyard was a well.

Marketing Strategy Vitasoy Soybean Drink Essay

Background Soybean milk was first introduced in Hong Kong by Dr. K.S. Lo under the brand name â€Å"Vitasoy† in 1940, with an intention to provide consumers with an affordable nutritious and high-protein soymilk drink. Since then, Vitasoy became a well-known household name and is now the flagship product of Vitasoy International Holdings Limited (VIHL), contributing 48% of the company total revenue by categories in fiscal year 2013/2014. With the priority to promote quality of life through a wide range of great-tasting and nutritional products, the company expanded beyond the soy beverage with a wide variety of food & beverages, under the derivative brand name â€Å"Vita†. Vitasoy Soybean Milk (Regular) – Marketing Mix Product Vitasoy soybean milk is the preferred brand among local consumers, but it is fast losing its attractiveness. Consumers are becoming more sophisticated and health conscious where many are switching out to â€Å"Fresh/ Organic† soymilk which are fiercely competed by many rivals. The launched of Low Sugar variant may have helped to slow down its eroding share, but the product has passed the maturity stage. Instead of rationalizing the existing product line (multiple pack formats, photo below), the company continue to stretch the product line with different pack formats (of recent, the PET packaging). This initiative may potentially lead to cannibalization and causing diseconomies of scales in production. Price Targeting the masses with price positioned below most of the â€Å"organic† and â€Å"non-organic† soymilk products across most channels. With exception to chain convenient stores, its pricing is much higher than most of the â€Å"organic† soymilk products. This conflicting price positioning in chain convenient stores may lead to consumers switching out to â€Å"organic† soymilk, which is cheaper, fresher & healthier. As observed (photo below) in 7-Eleven, pack of Vitasoy soybean milk 250ml cost HK$6.90 while pack of Pak Fook 236ml â€Å"fresh organic† cost HK$5.80, both at non-promotion price. Promotion Actively engage in promoting its product through several advertising platforms (eg. TV commercial, social media, magazine/ newspapers, billboards & event sponsorships) and conducted many consumer communication campaigns. Noteworthy is their in-store execution particularly in chain supermarket which dominates majority of the shelf-space with prominent product displays and conducted tactical bundle sales regularly. The recent campaign â€Å"Anytime, Anywhere† is seen as a desperate attempt to disassociate itself as â€Å"breakfast-only† beverage. The campaign was supported with the launch of PET packaging which is a better proposition for an â€Å"all-occasion† beverage. But again, pricing may not be appealing to the target consumers particularly in chain convenient stores which is much costly comparing to other channels. Place The product is widely available through their extensive geographical coverage built over the years, reaching out to over 10,000 customers (eg. chain supermarkets & convenience stores, restaurants, bakeries, offices and independent grocery stores) serviced by 300 sales force and 100 delivery trucks. Also leveraging on the company subsidiary – Vitaland, specializing in operation and management of school tuck shops and canteen business, has made the product more accessible particularly among younger consumers. These are the key factors that have helped to strengthen the company leadership in Hong Kong. Recommendation In view of the competitive environment and evaluation of the product marketing mix, the recommended growth strategies would be Marketing Penetration & Product Development. Both strategies are least risky and are capable to generate further business growth for Vitasoy in this mature market (Hong Kong) Market Penetration Vitasoy soybean milk needs to drive off competition and sustain their share in the non-organic soymilk segment via enlarge distribution reach, conduct tactical/ aggressive sales promotions (eg. Discount or bundle sales) and  increase share of shelf-space. They need to reinforce barriers to entry in their key strategic channels (ie. chain supermarkets and chain convenient stores), as those are the key market entry channels and key breeding ground for competition. It is also crucial to rationalize their existing product line (multiple pack formats) to achieve economies of scale or prevent production complexity but most critically is to avoid cannibalization. In addition, to ensure the success of the product in PET packaging, it has to be nurtured with more effective marketing efforts with a pricing strategy that will appeal to the masses, specifically in chain convenient stores due to its geographical spread and 24/7. Product Development Vitasoy soybean milk has passed its maturity stage, as consumers continue to be inclined towards beverages with higher nutritional benefits (eg. Organic, high calcium, low sugar & low fat). Nonetheless, the company must continue to protect its leadership in this category as it contributes 48% of the company total revenue. This can be done by leveraging on its reputation as â€Å"Soy Expert† and making the competition irrelevant. The company must aggressively take the lead in developing new innovative product with clear product differential verses its rivals, through product line extension of their strategic growth brands (ie. Calci-Plus & Sansui). The new product line has to be innovative nutritious product with relevance to the health trends, this will eventually help to enhance consumer loyalty, gain more shares and potentially attract more switch-in from non-users. References 1) Soyinfo center, website www.soyinfocenter.com/HSS/ks_lo_and_vitasoy.php 2) Vitasoy International Holdings, website www.vitasoy.com , www.vitasoy.com/pdf/pressRelease/EN 3) Vitaland Services Limited, website www.vitaland.com.hk 4) Facebook – VitaVitasoy 5) Blog – childhoodsnacks.blogspot.hk 6) EuroMonitor International, website www.euromonitor.com/soft-drinks-in-hong-kong-china/report 7) Blue Ocean Strategy, W. Chan Kim & Renee Mauborgne, 2006 Harvard Business School Publishing Corp

Market Analysis

Market Analysis Bubble tea is specialist drink increasingly being offered in cafes, coffees shops and bars. It originates from Asia and is made up  of hot or cold tea, milk,  sugar and giant black  tapioca balls. Ice is then added and the drink shaken to create the bubble effect. Bubbletea is often referred to as pearl shake, tapioca ball drink; boba ice tea and bubble drink  among other things. Owing to their influences, bubble tea  cafes are often Asian-themed in decor and may alsosell Asian snacks and food.They are often situated in fashionable areas of cities,  populated by urban professionals with high disposable incomes and an interest inalternative eating and drinking venues. Bubble tea is a tea beverage that originated in Taiwan in the 1980s. The term â€Å"bubble†refers to the tapioca balls in the drink. These chewy tapioca balls, or â€Å"pearls,†Ã‚  areconsumed along with the beverage through a wide straw. Bubble tea is especially popular  in ma ny East Asian and Southeast Asian regions such as Taiwan, Brunei, China(including Hong Kong and Macau), Malaysia, the Philippines, Singapore, South Korea,Thailand, Indonesia, Vietnam and  Australia.Bubble tea is a mixture of iced or hot sweetened tea, milk, and often other flavorings. Thedistinctive characteristics of bubble tea are the black gummy balls made of tapioca (or,more commonly in East Asia, yam starch), called â€Å"pearls† or â€Å"boba† or balls that sit at the  bottom of the cup. The pearls are larger than those found in tapioca pudding, with adiameter of at least 6 millimeters, but smaller ones are occasionally used. They aregenerally translucent brown with a darker brown center, although pearls of other colors or  Ã¢â‚¬Ëœjelly cubes' have also recently become available.The original bubble tea consisted of a hot Taiwanese black tea, tapioca pearls, condensedmilk, and honey. As this drink became more popular, variations were created. Initiallyiced v ersions with a hint of peach or plum flavoring began to appear, and then more fruitflavors were added until, in some  variations, the tea was removed entirely in favor of  realfruits. Today you can find shops entirely devoted  to bubble tea, similar to bubble teacafes of the early 1990s. They usually contain colored pearls that are chosen  to matchwhatever fruit juice is used, in addition to  brightly colored oversize straws for sucking upthe pearls.Bubble tea is generally split into two types: fruit-flavored teas, and milk teas. Milk teasmay use dairy or non-dairy creamers. The mixtures that make up  bubble tea vary. Several examples of flavors are strawberry,  passion fruit, mango, chocolate, and coconut, and may be added in the form of powder,fruit juice, pulp, or syrup to hot black or green tea, which is shaken in a cocktail shaker or  mixed in a blender  with ice until chilled. The mixture is usually combined with milk  andcooked tapioca pearls.Bubble tea ba rs often serve bubble tea using a machine to seal the top of the cup with  plastic cellophane. This allows the tea to be shaken in the serving cup. The cellophane isthen pierced with a straw. Other  cafes use plastic dome-shaped lids. Even fruit slushiesand smoothies can have boba added to the drinks. These tapioca pearls are made mostly of tapioca starch, which comes from the tapioca, or  Ã‚  bitter-cassava plant. In other parts of the world, the  bitter-cassava plant may be calledmanioca or yuca. Cassava is native to South America, and was introduced to Asia in the1800s.The balls are prepared  by boiling for 25 minutes, until they are cooked thoroughly  but have not lost pliancy, and then cooled for 25 minutes. After cooking they last about 7hours. The pearls have  little taste, and are usually soaked in sugar or honey solutions. There are two shops that claim to be the first creator of Bubble Tea. One is Liu Han Chiewho worked in Chun Shui Tang teahouse Taichung Cit y, Taiwan in the early 1980s, andexperimented with cold milk tea by  adding fruit, syrup, candied yams, and tapioca  balls. Although the drink was not popular at first, a Japanese television show generated  interestamong businessmen.The drink became well-known in most parts of East and SoutheastAsia during the 1990s. An alternative origin is the Hanlin Teahouse  in Tainan City, Taiwan, owned by Tu  TsongHe Hanlin Bubble tea is made by adding traditional white fenyuan which have anappearance of pearls, supposedly resulting in the  so-called â€Å"pearl tea. † Shortly after,Hanlin changed the white fenyuan to the black, as it is today. In the late 1990s, bubble tea began to gain popularity in the major North American citieswith large Asian populations, especially those on the  West Coast and East Coast and inTexas.The trend in the  United States started by Lollicup in the city of San  Gabriel,California and quickly spread throughout Southern California. The be verage has receivedmuch attention from mainstream American media, including  covers on National PublicRadio show Morning Edition and  the Los Angeles Times. Bubble tea  has spreadinternationally through Chinatowns and other overseas Asian communities. In the U. S. , major chains such as Boba Bee in Chicago are expanding into suburbanareas, particularly those with large Asian populations. Bubble tea  can also be found inmajor European cities such as London  and Paris.Bubble tea is also gaining  in popularityin Canada, particularly in and around  the cities of Vancouver, British Columbia; Toronto,Ontario; and Montreal, Quebec where there are large Asian-Canadian communities. It isalso gaining popularity in Australia, especially in Sydney, Brisbane and  Melbournewhere there are also high concentrations of Asian immigrants and descendants. Capital Bubble Tea Cafe's focus is on meeting the demand of a regular local residentcustomer base, as well as a  significant level of tourist traffic from nearby highwaysMarket Segmentation Customers are likely to be: * Young professionals may consider bubble tea a  novelty and luxury alternative tothe commuter, lunchtime or after-work coffee. * Although it contains sugar, bubble tea  is a much healthier alternative tocarbonated fizzy drinks and may therefore appeal to health conscious consumers. * It is popular for people to hold meetings such as craft circles and book groups inlocal cafes and coffee shops and a bubble tea cafe could appeal as an unusualalternative. Due to its fairly new status, bubble tea has a certain novelty value that mightappeal to people looking  to try different tastes and flavors. * Office workers looking for a quick snack and drink or a relaxing meeting place. Travelers will be attracted to bubble tea  cafes situated at transport locations suchas railway stations or airports; these can provide a useful way of relaxing beforeor during journeys. Increasingly bubble tea cafes or outlets are being located attransport terminals servicing clients throughout journeys, even short distance commutes.Capital Bubble Tea Cafe  will focus on two different market segments: Commuters andCaptive Consumers. Commuters are defined as any one  or more individuals in a motorized vehicle  travelingfrom point â€Å"A† to point â€Å"B. †Ã‚  Capital Bubble Tea Cafe greatest concentration  will be oncommuters heading to or from work, or those out on their lunch break. Captive Consumers would include those who are tethered to a campus environment, or ina restricted entry environment that does not allow free movement to and from.Examples would include high school and college campuses, where  there is limited time  between classes, and corporate campuses  where the same time constraints are involved,  but regarding meetings and project deadlines, and special events; such as  carnivals, fairsor festivals–where there is an admission price to ente r the  gate, but exiting would meananother admission fee, or where refreshments are an  integral part of the festivities. Capital Bubble Tea Cafe focuses on the middle and upper-income markets. These marketsegments consume the majority of bubble tea. Local ResidentsCapital Bubble Tea Cafe  wants to establish a large regular customer base. This willestablish a healthy, consistent revenue base to  ensure stability of the business. Tourists Tourist traffic comprises approximately 35% of the revenues. High visibility andcompetitive products and service are critical to  capture this segment of the market. Target Market Segment Strategy The dominant target market for Capital Bubble Tea Cafe is a regular  stream of localresidents. Personal and expedient customer service at  a competitive price is key tomaintaining the local market share of this target market.Market Needs Because Capital City has a warm  climate for eight months out of the year, bubble  tea  products are very much in demand. During the remaining four months of the year,  warmdrinks are in significantly higher demand, along with a slower but consistent demand for  Ã‚  bakery products. Much of the  day's activity occurs at lunchtime, with a relatively steadyflow for the remainder of the day. Service Business Analysis The retail bubble tea industry in the  U. S. has recently experienced rapid growth. Theclimate in Capital City stimulates consumption of cold beverages throughout the year.Bubble tea drinkers in the U. S. are finicky about the quality of beverages  offered at thenumerous cafes across the region. Despite low competition in the immediate area, Capital Bubble Tea Cafe will positionitself as a place where customers can  enjoy a cup of delicious bubble  tea with a fresh  pastry in a relaxing environment. Competition and Buying Patterns Competition in the local area is somewhat  sparse and does not provide nearly the  level of  Ã‚  product quality and cus tomer service as Capital Bubble Tea Cafe. Local customers arelooking for a high quality product in a relaxing atmosphere.They desire a  unique, classyexperience. In addition to sales through company operated retail stores, leading competitors selldrinks through other channels of distribution (specialty operations). Larger chains varytheir product mix depending upon the size of each store and its location. Larger stores carry a broad selection of drinks in  various sizes and types of packaging, aswell as accessories such as storage containers, travel tumblers and  mugs. Smaller storesand kiosks typically sell a limited line of drinks and,  maybe, a few accessories such astravel tumblers and logo mugs.Technologically savvy competitors make fresh bubble tea and bubble tea-related productsconveniently available via mail order and  online. Additionally, a few larger competitorshave made mail order catalogs offering bubble tea, certain food items, and select bubbletea-making equ ipment and accessories, available. Websites offering online stores that allow customers to browse for and purchase  bubbletea, gifts, and other items via the Internet have become more commonplace as well Strategy and Implementation Bubble tea cafes shops are heavily reliant on impulse buying and passing trade.Thereforethey will benefit from a strong image that is attractive to  clearly identifiable types of  customer. They are at the forefront of ‘lifestyle’ branding and as such  reflect the changes in theUS’s demographic make-up. Issues to consider when developing a bubble tea cafes client base include: * Visibility – location will be vital. However, high street sites may be difficult toobtain due to high rent  and intense competition, particularly from major chains. * Ease of access – other locations to consider includes those close to transport, e. g. near railway and bus stations. Shop design – bubble tea cafes usually cater for both the leisure and takeawaymarket by having separate areas, e. g. a lounge area and a walk-in area. Manychains have been modeled on specific themes such as Asian style. However, anindependent bubble tea cafe  may need to differentiate itself from the large chains. Advertising in a variety of local publications will increase knowledge  of your  Ã‚  bubble tea cafe and  a favorable review in the local  media will increase interest. Consideration should be given to additional activities that may attract custom.For  example displaying art works of local artists or students may bring in customers. Live music could increase interest or hosting ‘reading  group’ meetings (anincreasingly popular leisure activity) could bring in additional and regular custom. * Promotional offers – most bubble tea cafes attract younger customers, therefore  promoting the business to older age groups may be worthwhile or offering dealssuch as ‘bubble tea and†¦ ’ deals. * Good quality food and drink will be  an essential element as the market is highly competitive. If other drinks are served this could be  promoted along with any other unusual elements of the business. * Word of mouth recommendation will also be  important therefore it is important that you offer good customer service and  staff are aware of this requirement. Capital Bubble Tea Cafe  will succeed by offering consumer’s high quality bubble tea, as well as bakery products with personal service at  a competitive price. Competitive Edge Capital Bubble Tea Cafe's competitive edge  is the relatively low level of competition in the local area in this particular niche.Capital Bubble Tea Cafe  will involve the customers in community support efforts byexplaining that a portion of their purchase price will be donated to a charity of their  choosing. In so doing, Capital Bubble Tea Cafe has: * Provided a customer with a quality product  at a competiti ve price. * Provided the customer with a more convenient method for obtaining their desired  product. * Demonstrated how Capital Bubble Tea Cafe  appreciates their loyalty and  patronage by donating money to their personal cause. Marketing Strategy CapitalBubble Tea Cafe  will be implementing a low cost advertising/promotioncampaign which could involve drive-time radio, but not much more. Capital Bubble Tea Cafe  will rely on building relationships with schools, charities and corporations to provide significant free publicity because of its community support  program. By giving charitable contributions to these institutions, they will get the word out to their students/faculty/employees/partners about Capital Bubble Tea Cafe. Word of mouth has always proven  to be the greatest advertising program a company can instill.In addition, the media will be more than willing to promote the charitable aspectsof Capital Bubble Tea Cafe  and provide the opportunity for more expo sure  every timeCapital Bubble Tea Cafe writes a check to another organization. Pricing StrategyCapital Bubble Tea Cafe  pricing will be comparable to the competition, but with thevalue-added feature of immediate convenience. Promotion StrategyThe long-range goal is to  gain enough visibility to leverage the product  line into other  regions and generate inquiries from potential inventors.To  do that, Capital Bubble TeaCafe needs: * Public relations services at $1,000 per month  for the next year intended togenerate awareness of editors and product  information insertions, reviews, etc. Itis anticipated that the school fundraising program will generate a fair amount of  Ã‚  publicity on its own and will, perhaps, minimize–or even  eliminate–the need for  a publicist. * Advertising at $1,000 per month concentrating on drive time radio. CapitalBubble Tea Cafe will experiment with different stations, keeping  careful track of  results.As with the school fundraising program, Capital Bubble Tea  Cafe expects the facilities and signage to be a  substantial portion of our advertising. However,in the start-up phase, Capital Bubble Tea Cafe needs to let people know where tolook for the facilities. Marketing ProgramsDistinctive Logo:Capital Bubble Tea Cafe  wants to touch every customer every day. That  is why the use of  the term â€Å"Come Again† with a  smiling logo lends itself to being the corporate identifier. Distinctive Buildings:Capital Bubble Tea Cafe  has worked closely with the manufacturer to make  the buildingdistinctive, so that it is easy to recognize, and  functional.Advertising and Promotion:In the first year, Capital Bubble Tea Cafe plans to spend $20,000 on advertising and  promotion, with the program beginning in **. This would not be considered a seriousadvertising budget for any business, but Capital Bubble Tea Cafe feels the exposure willcome from publicity and promotion, so most of  the funds will be spent on a  good  publicist who will get the word out  about the charitable contribution program and  how itworks in conjunction with the website.Capital Bubble Tea Cafe  also believes that word-of-mouth advertising and free beveragecoupons will be better ways to drive  people to the first and second  locations. In the second year, Capital Bubble Tea Cafe is increasing the budget to $40,000, since itwill need to promote several locations, with particular emphasis on announcing theseopenings and all the other locations. Capital Bubble Tea Cafe will continue to use  publicity as a key component of the marketing program.In the third year, Capital Bubble Tea Cafe will increase its advertising and promotion  budget to $80,000,  with the majority of the advertising budget being  spent on drive timeradio. Sales StrategyThere will be several sales strategies put into place,  including posting specials on high-  profit items at the window. Th e staff will also hand  out free drink coupons to those whohave purchased a certain number of cups or something similar.Capital Bubble Tea Cafe  will also develop window sales techniques such as  the staff  asking if the customer would like a  fresh-baked item with their bubble tea. Sales Programs * Corporate Tasting Events – Capital Bubble Tea  Cafe plans to host tasting eventsfor customers on a quarterly basis. Each quarter, at the  introduction of eachseason, Capital Bubble Tea Cafe will be adjusting its menu to reflect the changesin the flavors served. * Drink Coupons – At fundraising events for schools and  corporate events, we will  be giving away drink coupons as door prizes or awards.This encourages the  person to come in for their free beverage and bring a friend or buy a baked item or  a package of our bubble teas. * Chamber of Commerce and Professional Memberships – Because  of the need tosell our services, Capital Bubble Tea C afe  will be an active participant in the Regional Chamber, local Chambers of Commerce,  Foodservice Associations, and Specialty Beverage Associations. The exposure and education that these organizations provide is outstanding, but equally important are the  contacts and opportunities made available

Free Essays on No Child Left Behind

On January 8, 2002, President George W. Bush signed into law the No Child Left Behind Act (Public Law 107-110). Because the U.S. Constitution does not designate a public education role for the federal government, the responsibility of K – 12 education is in the hands of each individual state. The federal government, who has an interest in the quality of the nation’s public schools, has passed legislature to provide assistance to the states and schools. The No Child Left Behind Act builds on the foundation of the Elementary and Secondary Education Act (ESEA), first passed in 1965, whose primary purpose was to improve educational opportunity for economically disadvantaged students. In researching the topic of NCLB I have found many differing opinions, both positive and negative, regarding the act as well as it’s implications on our nation as a whole. In order to fully explore this topic we must first attempt to understand the goals of the No Child Left Behind Act. Once we have reviewed this we can then explore its affects thus far, long term affects, opposing views and how we can make this law work for us as both educators and parents. Before we can discuss the No Child Left Behind Act in great detail we must first understand the act which it is a revision of. The ESEA or Elementary and Secondary Education Act was first passed in 1965 by President Lyndon Johnson. The ESEA was President Johnson’s first bill in his War on Poverty program. In 1966 an amendment to the ESEA added Title VI. This amendment added grants for â€Å"handicapped† children but in 1970 broke off from the ESEA. It is now known as the Individuals with Disabilities Act. Throughout the history of the ESEA the federal government expanded the act to include bilingual education, minority education, education in correctional facilities, safe and drug free schools, arts education, library and media services, neglected and delinquent youth, as... Free Essays on No Child Left Behind Free Essays on No Child Left Behind No Child Left Behind: A Foolish Race Into the Past† by David Marshak is clearly showing the view against this policy. Basically No Child Left Behind is a policy that allows all students to get a high quality education. This article shows how this may be a horrible idea to be carried out. There are a lot of problems that can come from the enforcement of this policy on the schools. Kids right now aren’t really getting the proper bond that should exist between a student and his/her teacher. So this policy also has connections and ties to newer and better ways for students to learn and interact differently with their teachers. Problem being that this would cause a huge shift the budget and would take a lot of planning and time to convert to the new system which would wind up being worse for the children than the original situation. I like to believe that I am a supporter of equal opportunity for students of all races, ages, social and economical statuses. After reading this article however it doesn’t seem like too great of an idea. All the time, manpower and budget money that would be spent on this project would be overwhelming for the districts to have to take on. The post-industrial idea doesn’t sound soothing to the ear either. Who is to say that smaller schools and environments are better? I believe that if the kids are in less populated schools they are missing the opportunity of diversity, or the chance to get away from certain kids they don’t like or may pick on them. The best thing about largely populated public schools is, that there really is a social group for everybody whether those kids find each other or not. In conclusion, it’s going to come down to the risks of making the change or not. Hopefully if they do decide to push forward with it the proper precautions will be taken to ensure the economic and social stability of the community and schools.... Free Essays on No Child Left Behind No Child Left Behind On January 8, 2002 President George Bush signed the â€Å"No Child Left Behind† Act (No 2002). This law was made to help the country’s educational system. The law revolutionizes the old system. A few of the most popular and biggest changes are: Improving academic achievement of the disadvantaged, higher quality teachers, making all schools up to date on technology, giving schools more flexibility and accountability, and giving a choice to students of their school (No 2002). Because the law is so vast, this paper will explore the flexibility and accountability changes and how they allow the students and parents to choice their schools. One of the new laws gives states more flexibility with what they spend their allotted federal money on in their schools. For instance, one district might need a technology upgrade while another needs teacher improvement. Before this law, schools had to go through mounds of paper work and red tape to get the different funding. The president believes that each area knows the improvement needed and this will make it easier to get (No 2002). Not only do the schools get flexibility in their finances but also in their standards. In the fall of 2002, each state had its own standards for their schools. The standards are based on math and reading but will include science by the 2007-08 school year. The standards will also be on achievement of subgroups and teacher qualification (Spar 2003). They will be measured by their progress each year. The idea of these standards is to give schools 12 years to make every student who graduates have a mastery of basic skills (No 2002). Even though the schools are given all this flexibility, they will also be held accountable for all their choices. Each year the state will produce a report card on the progress in their schools. The report card will be based on a test that students take at every school. These tests will be given to every student in... Free Essays on No Child Left Behind On January 8, 2002, President George W. Bush signed into law the No Child Left Behind Act (Public Law 107-110). Because the U.S. Constitution does not designate a public education role for the federal government, the responsibility of K – 12 education is in the hands of each individual state. The federal government, who has an interest in the quality of the nation’s public schools, has passed legislature to provide assistance to the states and schools. The No Child Left Behind Act builds on the foundation of the Elementary and Secondary Education Act (ESEA), first passed in 1965, whose primary purpose was to improve educational opportunity for economically disadvantaged students. In researching the topic of NCLB I have found many differing opinions, both positive and negative, regarding the act as well as it’s implications on our nation as a whole. In order to fully explore this topic we must first attempt to understand the goals of the No Child Left Behind Act. Once we have reviewed this we can then explore its affects thus far, long term affects, opposing views and how we can make this law work for us as both educators and parents. Before we can discuss the No Child Left Behind Act in great detail we must first understand the act which it is a revision of. The ESEA or Elementary and Secondary Education Act was first passed in 1965 by President Lyndon Johnson. The ESEA was President Johnson’s first bill in his War on Poverty program. In 1966 an amendment to the ESEA added Title VI. This amendment added grants for â€Å"handicapped† children but in 1970 broke off from the ESEA. It is now known as the Individuals with Disabilities Act. Throughout the history of the ESEA the federal government expanded the act to include bilingual education, minority education, education in correctional facilities, safe and drug free schools, arts education, library and media services, neglected and delinquent youth, as...

Free Essays on Filmography

This essay will compare race, gender and relationship views from two different decades, the 80’s and 90’s, as seen in typical American college settings. The first movie, Higher Learning, looks at romance, drama and social relationships in a multi-cultural university in the mid 90’s. The second movie, School Daze, deals with college life at an all black university in the late 80’s. We will compare how issues of race, class, and gender are dealt with in a racially diverse university in contrast to the predominately black university. We will analyze how sexist, racist and violent attitudes need to be addressed on American college campuses before real learning can take place. Higher Learning, starring Omar Epps, was produced by John Singleton and released in 1996. Throughout the movie the Singleton looks primarily at the college life of three individuals. The first, Malik (played by Epps), is a young black male from the inner city who made his way to college on an athletic scholarship for his outstanding abilities in track and field. The second character is Christine, played by Kristy Swanson, a young white female from the suburbs of Los Angeles. Finally, Remi played by Michael Rapaport, a young white male who comes from a low-income white family from the mid-west. The director, John Singleton, takes the viewers through the lives of these characters by given us an in-depth look at the social problems each face in this multi-cultural university. In School Daze, released in 1988, the director, Spike Lee, brings to light issues faced by African-Americans in the black college during the 1980’s. Viewers are introduced to students who participate in fraternities, sororities and others who are concerned with political issues. The main character Dap, played by Larry Fishburne, is an advocate for the growing problems in South Africa. Throughout the movie, he leads political rallies to get school officials to aid in the ... Free Essays on Filmography Free Essays on Filmography This essay will compare race, gender and relationship views from two different decades, the 80’s and 90’s, as seen in typical American college settings. The first movie, Higher Learning, looks at romance, drama and social relationships in a multi-cultural university in the mid 90’s. The second movie, School Daze, deals with college life at an all black university in the late 80’s. We will compare how issues of race, class, and gender are dealt with in a racially diverse university in contrast to the predominately black university. We will analyze how sexist, racist and violent attitudes need to be addressed on American college campuses before real learning can take place. Higher Learning, starring Omar Epps, was produced by John Singleton and released in 1996. Throughout the movie the Singleton looks primarily at the college life of three individuals. The first, Malik (played by Epps), is a young black male from the inner city who made his way to college on an athletic scholarship for his outstanding abilities in track and field. The second character is Christine, played by Kristy Swanson, a young white female from the suburbs of Los Angeles. Finally, Remi played by Michael Rapaport, a young white male who comes from a low-income white family from the mid-west. The director, John Singleton, takes the viewers through the lives of these characters by given us an in-depth look at the social problems each face in this multi-cultural university. In School Daze, released in 1988, the director, Spike Lee, brings to light issues faced by African-Americans in the black college during the 1980’s. Viewers are introduced to students who participate in fraternities, sororities and others who are concerned with political issues. The main character Dap, played by Larry Fishburne, is an advocate for the growing problems in South Africa. Throughout the movie, he leads political rallies to get school officials to aid in the ...

The Meaning of Innuendo, Definition and Examples

The Meaning of Innuendo, Definition and Examples Innuendo is a subtle or indirect observation about a person or thing, usually of a salacious, critical, or disparaging nature. Also called insinuation. In An Account of Innuendo, Bruce Fraser defines the term as an implied message in the form of an allegation whose content constitutes some sort of unwanted ascription towards the target of the comment (Perspectives on Semantics, Pragmatics, and Discourse, 2001). As T. Edward Damer has noted, The force of this fallacy lies in the impression created that some veiled claim is true, although no evidence is presented to support such a view (Attacking Faulty Reasoning, 2009). Pronunciation   in-YOO-en-doe Etymology From the Latin, by hinting Examples and Observations The informal fallacy of innuendo  consists of implying a judgment, usually derogatory, by hinting. No argument is offered. Instead  the  audience is invited by suggestion, by a nod and a wink, to make the assumption. Someone asks, Where is Jones? Did he get fired or something? Someone answers, Not yet.  By innuendo, the response  numbers Joness days. The political candidate who distributes a brochure promising to restore honesty and integrity to an office has suggested, without presenting any argument, that the incumbent is crooked. - Joel Rudinow and Vincent E. Barry,  Invitation to Critical Thinking, 6th ed. Thomson Wadsworth, 2008 Sexual come-ons are a classic example [of innuendo]. Would you like to come up and see my etchings? has been recognized as a double entendre for so long that by 1939, James Thurber could draw a cartoon of a hapless man in an apartment lobby saying to his date, You wait here, and Ill bring the etchings down.​ The veiled threat also has a stereotype: the Mafia wiseguy offering protection with the soft sell, Nice store you got there. Would be a real shame if something happened to it. Traffic cops sometimes face not-so-innocent questions like, Gee, Officer, is there some way I could pay the fine right here? - Steven Pinker, Words Dont Mean What They Mean, Time, September 6, 2007 How to Detect Innuendo To detect innuendo, one has to read between the lines of the written or spoken discourse in a given case and draw out by implicature conclusions that are meant to be inferred by a reader or audience. This is done by reconstructing the argument as a contribution to a conversation, a conventionalized type of dialogue, in which the speaker and hearer (or reader) are supposedly engaged. In such a context, speaker and hearer may be presumed to share common knowledge and expectations and cooperatively to take part in the conversation at its different stages, by taking turns making kinds of moves called speech acts, for example, questioning and replying, asking for clarification or justification of an assertion. - Douglas Walton, One-Sided Arguments: A Dialectical Analysis of Bias. State University of New York Press, 1999 Erving Goffman on the Language of Hint Tact in regard to face-work often relies for its operation on a tacit agreement to do business through the language of hintthe language of innuendo, ambiguities, well-placed pauses, carefully worded jokes, and so on. The rule regarding this unofficial kind of communication is that the sender ought not to act as if he had officially conveyed the message he has hinted at, while the recipients have the right and the obligation to act as if they have not officially received the message contained in the hint. Hinted communication, then, is deniable communication; it need not be faced up to. - Erving Goffman, Interaction Ritual: Essays in Face-to-Face Behavior. Aldine, 1967 Innuendo in Political Discourse Some seem to believe that we should negotiate with the terrorists and radicals, as if some ingenious argument will persuade them they have been wrong all along. We have heard this foolish delusion before. - President George W. Bush, speech to the members of the Knesset in Jerusalem, May 15, 2008 Bush was speaking of appeasement against those who would negotiate with terrorists. The White House spokeswoman, with a straight face, claimed the reference was not to Sen. Barack Obama. - John Mashek, Bush, Obama, and the Hitler Card. U.S. News, May 16, 2008 Our nation stands at a fork in the political road. In one direction, lies a land of slander and scare; the land of sly innuendo, the poison pen, the anonymous phone call and hustling, pushing, shoving; the land of smash and grab and anything to win. This is Nixonland. But I say to you that it is not America. - Adlai E. Stevenson II, written during his second presidential campaign in 1956 The Lighter Side of Sexual Innuendo Norman: (leers, grinning) Your wife interested in er . . . (waggles head, leans across) photographs, eh? Know what I mean? Photographs, he asked him knowingly. Him: Photography? Norman: Yes. Nudge nudge. Snap snap. Grin grin, wink wink, say no more. Him: Holiday snaps? Norman: Could be, could be taken on holiday. Could be, yesswimming costumes. Know what I mean? Candid photography. Know what I mean, nudge nudge. Him: No, no we dont have a camera. Norman: Oh. Still (slaps hands lightly twice) Woah! Eh? Wo-oah! Eh? Him: Look, are you insinuating something? Norman: Oh . . . no . . . no . . . Yes. Him: Well? Norman: Well. I mean. Er, I mean. Youre a man of the world, arent you . . . I mean, er, youve er . . . youve been there havent you . . . I mean youve been around . . . eh? Him: What do you mean? Norman: Well, I mean, like youve er . . . youve done it . . . I mean like, you know . . . youve . . . er . . . youve slept . . . with a lady. Him: Yes. Norman: Whats it like? - Eric Idle and Terry Jones, episode three of Monty Pythons Flying Circus, 1969

Social Change Within Developmental Psychology Essay

Social Change Within Developmental Psychology - Essay Example This suggested that alteration in the economy leads to further changes in an adolescent’s economic roles within the family. Adolescence, the stage of human life when one searches for his or her identity is influenced by the social alterations present within a particular society in which it takes place. Since the adolescent stage’s tasks is largely â€Å"identifying the self† taking in roles restricted by circumstances like social alterations in the economic structure, will probably affect their development. Social change â€Å"alter the social institutions and cultural belief systems that organize the adolescent period† (Crockett and Silberesein, 2000). This further implies that social change, such as fundamental historical events, provides significant avenues to adolescent development. Consider the great depression that happened in the United States. According to Crockett and Silberesein, the economic downturn put financial pressure and constraints in adolescents altering their role within the family. Since families had to undergo cost-cutting and should follow strict budget to make ends meet for them, the adolescents in the family would have to generate activities to produce income by finding work at an earlier age than the usual. But, â€Å"change is always relative to the starting point† (Greenfield, 2009) and the adaptation capability vary among every individual. Moreover, in times of social alteration, adolescents will develop change by adapting to the crucial challenges that can further strain their coping capacities through â€Å"setting goals, identity, efficacy beliefs and planful competence† (Crockett and Silberesein, 2000). Since the future is uncertain and no one can easily determine the upcoming social alteration, â€Å"the importance of family and community in supporting a successful transition from adolescence to adulthood in times of social change† (Crockett and Silberesein, 2000) is a very important factor that may shape an individual’s

Topic CRITICAL REFLECTION AND DECISIONMAKING REPORT RELATED TO THE Essay

Topic CRITICAL REFLECTION AND DECISIONMAKING REPORT RELATED TO THE UTILISATION OF EVIDENCE - Essay Example Therefore, it is a necessity on the part of the nurse to review appropriate research in the area to check if her approach to that particular clinical problem is appropriate, effective, and ethical. In this assignment, I will present my critical thinking and reflective practice on the issue of use of restraint on patients, which I encountered in my practice based on analysis of evidence as indicated in literature and as summarised in Joanna Briggs Evidence Based Practice Information Sheet for Health Professionals Part I for use in acute and residential care facilities in the following format. The Part II of the document could not be retrieved due to copyright issues (Joanna Briggs Institute for Evidence Based Nursing and Midwifery, 2002). This document has been created from the systemic reviews of evidences reflected in literature. There is a guide for level of evidences so the reader can evaluate the effectiveness, meaningfulness, and appropriateness of the evidence. The authors succinctly present the overall objectives of the guidelines in relation to use of restraints in acute and residential care settings. ... Therefore this document presented the findings from a systemic review on this topic as the best evidence-based guideline that can be used in practice. This design is appropriate to the objectives since this can lead to more vigorous evidence than personal opinion, and the evidence can be tailored to the specific focus of the review. This objective identifies an area of practice where practice needs summarised evidence through systemic reviews of international research. This puts an emphasis on rational action through a structured appraisal of empirical evidence, where unquestionably effective healthcare may be delivered (Evans D, et al. 2002). Aspect ii The clinical question(s) covered by the guideline is (are) specifically described. This document elicits the clinical questions, and the guidelines clearly address these problems. The first part of this document talks about the use and impact of restraints and the possible adverse effects from their use. Although the second part is not available here, the need to minimise restraints has been projected, which links to the guidelines. The guidelines have been derived from the recommendations in the literature which can be examined based on level of evidence. Thus this document both generates evidence and synthesise them so they can be utilised. The problem essentially is routine use of physical restraints and bed side rails in acute and long-term care facilities in an attempt to reduce liability and fall events that these patients are prone to suffer, even to the extent of 25 to 85% and in many cases unnecessary. Restraints themselves may be associated with many complications. As a result, these should be used minimally and

The Portrait of Dorian Gray Critical Analysis Essay

The Portrait of Dorian Gray Critical Analysis - Essay Example The story can be read as a depiction of transgressive love between men, but it contains also some very deep messages about morality which are surprisingly close to the strict, Victorian values of the time. This paper explores the contention that The Portrait of Dorian Gray is a cautionary tale intended to uphold Victorian family values and warn against the extremes of any kind of passion. Judging by the title of the novel, Dorian Gray is the central character in the book. The artist Basil’s infatuation with him is based on Dorian’s physical appearance, since he is described as â€Å"a young man of extraordinary personal beauty† (DG, p. 2. He is likened to a Greek god – such as Adonis, or the mythical boy who fell in love with his reflection, Narcissus (DG, p. 3). It is no coincidence that he is likened to these pre-Christian icons. The artist, Basil, declares to Dorian â€Å"As I said to Harry, once, you are made to be worshipped† (DG, p. 130). Basi l is an idealistic person, devoted to his work, and celebrated in wealthy circles because of his talents. In every respect he represents a classically educated, admirable person, who lives out his dreams of beauty in his painting activity. At the beginning of the novel Dorian is morally neutral, and he evidently has little experience of love relationships, because he struggles to understand Basil’s idolatrous kind of love, and wonders himself if he will ever experience such a feeling in his life. He remonstrates with Basil, urging him not to talk of worship since the two men are friends, but this shows that Dorian has not fully grasped what it means to be consumed with admiration for a person of great beauty. Basil unwittingly corrupts the innocent Dorian by turning his head with extreme flattery. Another possible role model for Dorian is the older, cynical figure of Lord Henry Wotton. This character deals with the restrictive morality of the time by reinterpreting it as some thing inferior, that holds back human beings from realizing their full potential. Lord Henry Wotton takes an opposite line of argument by undermining notions of deep love, and recommending a lifestyle that revels in promiscuous relationships. He maintains that â€Å"The people who love only once in their lives are really the shallow people. What they call their loyalty, and their fidelity, I call either the lethargy of custom, or their lack of imagination† (DG, p. 55). This character corrupts Dorian by giving him immoral reading material and encouraging him to experiment with habits that break social conventions. Faced with these two conflicting views of the world, Dorian is perplexed, and so he sets out on a journey of discovery, planning to work out things for himself. His gravest sin is not the impulsive wish to remain youthfully beautiful, but it is desire for knowledge, the original sin of Judaeo-Christian tradition: â€Å"The more he knew, the more he desired to know. He had mad hungers that grew more ravenous as he fed them† (DG, p. 145). Following the aesthetic tastes of Basil and the pleasurable habits of Henry leads Dorian to confuse evil with beauty: â€Å"There were moments when he [Dorian] looked on evil simply as a mode through which he could realise his conception of the beautiful† (DG, p. 165). Somehow Dorian blends the opposite examples of his friends into a monstrous combination that creates within him an irresolvable tension: â€Å"The unresolved conflicts in the plot of the novel reflect deep division in his own identity†

Federal Contracting activities of a specific company Essay

Federal Contracting activities of a specific company - Essay Example This has become necessary following increase security concerns especially in wake of worldwide terrorism and the need for significantly raising the bar on global safety, security and criminal prevention, detection and surveillance. Lockheed would work with two other companies to install this 10 year contract- Accenture and BAE Systems Information Technology. The major responsibilities of Lockheed would be in terms of providing â€Å"program management and oversight as well as development of biometric and large systems, the company said.† (Gross, 2008). Necessary identification and passage of passenger in major airports of the US. In the case of Ports, it has been assigned to verify credentials of nearly 1.1 Million dock Workers in the US ports â€Å"over five years.† (Biometrics, 2008). Lockheed has crafted robust and enduring partnerships with federal governments through contracts and covenants. This is through mutual respect, trust and professionalism which underpin contractual obligations and its execution, especially under trying circumstances. Our contracts go a long way in building a two way partnership that has stood the test of time and challenges. Lockheed depends largely on Government Funding for sustaining research work and this is essential for making out a strong client - vendor affiliation. In the 21st Century, Lockheed has provided ideal partnerships for federal government, in terms of providing excellent State-of-the –Art technological support and support. In terms of social security, citizens of the US who are not able to work need the benefits of Social security. The influence of Lockheed’s technology is found in many areas of government accountability and in critical areas of public performance. In the postal department, through systems provided by Lockheed, the US postal dept. is now capable of sorting and sending 600 Million letters per day. (Information technology, 2008). Information Technology

Histories of Photography Essay Example | Topics and Well Written Essays - 1750 words

Histories of Photography - Essay Example The thesis of this paper is that, modern day photography draws its insights from Szarkowski’s principle of photography as an art, since it teaches photographers to be not only creative, but imaginative. Analysis The Thing Itself Szarkowski believed that photography deals with the actual; the photographer has to accept the fact that he had no control of nature, and on in accepting and treasuring this notion would he manage photography. The photographer had to learn that the world was a unique and creative artist in itself. Szarkowski believed that though photographs were factual and convincing, they also differed from reality. The photographer had to see the filtered elements of reality and visualize the photograph before taking it, in order to capture these filtered element of reality on the photograph. The ability to do this was not only artistic; but also a way of showing truth, which the naked eye could not see. Szarkowski quotes from Hawthorne’s book, The House of t he Seven Gables. Holgrave, a fictional character in the story, describes his camera as showing the truth despite trying his attempts to hide reality. In this case, the image survives reality and became the remembered reality. William M. Evans states that, â€Å"people in the nineteenth century believed that what was reasonable was true but in the end, they began believing that what they saw in a photograph was true† (Szarkowski8). The photograph below illustrates this phenomenon: Archaeologia Mundi (40, 55, 82, 108, 133, 135) (2011) by Hagar Schmidhalter. The Detail According to Szarkowski (p. 9), the photographer cannot pose the truth; the truth appears the photographer in fragments, therefore, the photographer is only able to capture fragments of this facts. A photograph cannot tell a story of fact; it can only depict fragments of this fact. However, Szarkowski adds to say that though photographs do not tell stories, they can be read as symbols. People can draw meaning from a sequence of fragmented photographs. Szakowski states that photographs are not meant to tell stories, rather, they are meant to make the story real; he believes narratives to be shallow, and that only photography possesses the power to show symbolic meaning (Szarkowski 42). A picture of a Soccer match does not show the results of the match, but it does capture a moment of happiness or otherwise, that has symbolic meaning to the end result of the game. E.g. Cardiff vs. Manchester United by Stu Foster (1/12/2013). The Frame According to Szarkowski (p. 9), the subject of a photographer is never self-contained; it is part of a bigger picture. The photographer, therefore, decides to isolate what it important (the subject), from its environment using the photographic edges. This frame concentrates on the edges – the line that separates the subject from its environment. In the case of the football match above, the subject is separated from its surrounding by the edges of the photo graph. This defines what the photographer deemed important, but does not tell the whole story since the subject is part of a bigger surrounding. Time Photographs are not instantaneous, but rather exposure of the scene over a period of time result to real image. Photographs always capture the present, never the future; they can allude to the past through its surviving relics or foresight of the future based on

Advancements in Molecular Imaging Research Paper

Advancements in Molecular Imaging - Research Paper Example r imaging involves many processes, hence, it encompasses many fields; target discovery, cell biology, chemistry, disease modeling, data processing, imaging and clinical research. The field is undergoing a lot of advancements that would enable it perform other tasks. Currently, further research efforts have been concentrated towards ensuring that the technology can bring about discovery of newer and more efficient ways to treat diseases and various pathologies in living organisms. With emergency of new tools, researchers are now able to solve problems that were previously difficult to solve. There are now different various molecular imaging tools that have enabled scientists to experiment on gene products in vivo. Notable technological advancements in this field include the discovery of new optical imaging techniques which is a forward step in molecular imaging in that, researchers are now able to work efficiently and proficiently (Baldwin, 2010). Some latest advancement in molecular imaging includes MRI, PET and optical imaging. Pet has ensured that there is an improvement in tumor detection so that tumors are treated and managed early and better. New MRI systems that have been developed have an improved field strength and enhanced radiofrequency. Tumor detection and management has also been made moirà © efficient through the technology of monoclonal antibody imaging. This is one of the latest discoveries in the field, and it has ensured that researchers of tumors are able to come up with better ways of discovering and treating tumor cases. This has revolutionalised clinical diagnosis of tumors (Baldwin, 2010). This is also referred to as radioimmunoscintigraphy (RIS) and it involves the use of laboratory developed molecules (monoclonal antibodies) that are able to attach themselves to particular cancer cells. From this, it is possible to visualize the pictures of the cancer cells inside the body. The monoclonal antibody is usually labeled with a radioactive atom

Histories of Photography Essay Example | Topics and Well Written Essays - 1750 words

Histories of Photography - Essay Example The thesis of this paper is that, modern day photography draws its insights from Szarkowski’s principle of photography as an art, since it teaches photographers to be not only creative, but imaginative. Analysis The Thing Itself Szarkowski believed that photography deals with the actual; the photographer has to accept the fact that he had no control of nature, and on in accepting and treasuring this notion would he manage photography. The photographer had to learn that the world was a unique and creative artist in itself. Szarkowski believed that though photographs were factual and convincing, they also differed from reality. The photographer had to see the filtered elements of reality and visualize the photograph before taking it, in order to capture these filtered element of reality on the photograph. The ability to do this was not only artistic; but also a way of showing truth, which the naked eye could not see. Szarkowski quotes from Hawthorne’s book, The House of t he Seven Gables. Holgrave, a fictional character in the story, describes his camera as showing the truth despite trying his attempts to hide reality. In this case, the image survives reality and became the remembered reality. William M. Evans states that, â€Å"people in the nineteenth century believed that what was reasonable was true but in the end, they began believing that what they saw in a photograph was true† (Szarkowski8). The photograph below illustrates this phenomenon: Archaeologia Mundi (40, 55, 82, 108, 133, 135) (2011) by Hagar Schmidhalter. The Detail According to Szarkowski (p. 9), the photographer cannot pose the truth; the truth appears the photographer in fragments, therefore, the photographer is only able to capture fragments of this facts. A photograph cannot tell a story of fact; it can only depict fragments of this fact. However, Szarkowski adds to say that though photographs do not tell stories, they can be read as symbols. People can draw meaning from a sequence of fragmented photographs. Szakowski states that photographs are not meant to tell stories, rather, they are meant to make the story real; he believes narratives to be shallow, and that only photography possesses the power to show symbolic meaning (Szarkowski 42). A picture of a Soccer match does not show the results of the match, but it does capture a moment of happiness or otherwise, that has symbolic meaning to the end result of the game. E.g. Cardiff vs. Manchester United by Stu Foster (1/12/2013). The Frame According to Szarkowski (p. 9), the subject of a photographer is never self-contained; it is part of a bigger picture. The photographer, therefore, decides to isolate what it important (the subject), from its environment using the photographic edges. This frame concentrates on the edges – the line that separates the subject from its environment. In the case of the football match above, the subject is separated from its surrounding by the edges of the photo graph. This defines what the photographer deemed important, but does not tell the whole story since the subject is part of a bigger surrounding. Time Photographs are not instantaneous, but rather exposure of the scene over a period of time result to real image. Photographs always capture the present, never the future; they can allude to the past through its surviving relics or foresight of the future based on

Loneliness in the modern age Essay Example for Free

Loneliness in the modern age Essay Loneliness is inevitable; it is crafted out of the modern world and thus is inseparable from it. It is so pervasive that to be human is to be lonely (as cited in Rokach, 2004). Humankind is continually struggling to escape the solipsistic prison of painful alienation, the agonizing pain of loneliness, and its gnawing, saddening, and terrifying effects (as cited in Rokach). This everlasting battle drives peoples lives the fear motivates people to attend to and connect with others but in a self-protective and paradoxically self-defeating fashion (Cacioppo, Hughes, Waite, Hawkley, Thisted, 2006). Social isolation is a more tangible seclusion as opposed to the subjective experience of feeling lonely which is the longing to fit in and the resultant experience when one cannot. However, both experiences are particularly prevalent in North American culture. Individuals of the contemporary Western society are subject to comparatively high levels of loneliness and social isolation a result of increasing reliance on technology, selfish ideals, and the pressure culture places to develop relationships. This culminates in poor psychological health and quality of life, creating a cycle of further alienation. Western culture is to blame for the increasing levels of social isolation among the population. North Americans have significantly higher levels of loneliness compared to other cultures (Rokach Neto, 2005). Though humans inherently desire closeness, it is the mechanized society to which they belong that is forcing them apart by way of more leisure, either through affluence or unemployment, [living] longer, [increasing] our interaction with computerized equipment, and [continuing] to respond to various financial and corporate demands by frequent mobility (Rokach). It is the lifestyle of the modern world rather than a single source that sustains loneliness: normality is associated with such conditions as spiritual and emotional emptiness, Type A personality, and workaholism (as cited in Rokach Neto). Society is structured in such a way so that to eliminate loneliness is to eliminate all that Western culture thrives and is supported on. Without society as a supplement, people cannot survive either; and so, they are caught in the painful experience of loneliness. As Western society becomes more technologically advanced, social isolation is magnified proportionally. Increased reliance technology and the Internet has negative effects on psychological well-being, such as depression and loneliness (Junghyun, LaRose Wei, 2009). High school students with greater hours of engagement on the Internet have higher loneliness levels than the average users (Deniz, 2010). Increased internet usage is both the cause and effect of loneliness; the lonely turn to the virtual world for a sense of connection they cannot achieve in the real world. However, electronic connections cannot take the place of real relationships increased Internet use can increase social isolation as well as depression when it replaces more tangible forms of human contact. (Cacioppo Patrick, 2008, p. 260). As well, North American culture promotes traits such as individualistic success and competitiveness every man for himself. These values are the model for success and are only more pronounced in the modern era; thus, relationships on the whole have become superficial and exist primarily by necessity. Loneliness is a defining factor in the technologically-advanced and selfish Western world. Loneliness is a predominantly Western phenomenon yet the very same society illogically emphasizes the necessity of social connection. Not only does the modern age provide an environment where loneliness and social isolation thrives, it also heightens awareness of such conditions. Social connection involves feeling part of society and not alienated. Society itself encourages connectedness and meaningful relationships an ideal that the population shares. An overwhelming majority [of people rated] love, intimacy, and social affiliation above wealth or fame, even above physical health (Cacioppo Patrick, p. 5) when asked what gave them most happiness. However, loneliness is so prevalent that it is very difficult to attain these goals. As such, when harsh expectations are not met, the feeling of isolation is intensified. Loneliness in itself already causes suffering, but not meeting social requirements unduly worsens the experience. The individual greatly relies on the community for support, a sense of belonging, reciprocal sharing with others and ones sense of identity (Seepersad, Mi-Kyung Nana, 2008) thus, the perceived failure to society greatly weakens self-worth. The inherent need for closeness, amplified by the social expectation of having a romantic partner (Seepersad, Mi-Kyung Nana), prompts people to enter relationships simply to eliminate feelings of social inadequacy and emptiness. In Western countries, individuals view romantic relationships as possibly the most important and central source of love and intimacy (and thus as very needed and desired) (Seepersad, Mi-Kyung Nana). As a result, it appears, for instance, that a good number of marriages start as a panacea to loneliness (Rokach). However, expectations to have suffering eliminated by these artificial relationships are often not met hence the high divorce rate. These unfulfilled expectations resulting in a lack of real, meaningful relationships constitutes an inability to connect with others. This notion in turn is consistently associated with issues of self-esteem [and] perceptions of social competence. (Hall-Lande, Eisenberg, Christenson Neumark-Sztainer, 2007). Western cultures paradoxical expectations of close relationships in a lonely world only causes more suffering and further loneliness.

Buckling Experiments Laboratory Report

Buckling Experiments Laboratory Report BUCKLING EXPERIMENT The experiment entails subjecting loads to a strut along its centroidal axis. The effects of length, shape, material and fixing conditions on buckling were observed. An analysis was then done basing on the results obtained and graphs drawn to establish various relationships measured and calculated. The buckling load was also determined theoretically for all the struts basing on the geometry and material properties. This was then compared to those found experimentally. Buckling is an instability of a material when subjected to loading which eventually leads to failure. It is characterized by sudden sideways deflection of the structural member. When load is applied on a material, it will become large causing it to become unstable and consequently causing change in shape and this can be said to have buckled. This can happen even when the stress subjected on the material is below that needed to cause failure. Bending and buckling can cause change in shape but the difference comes in the method of applying the load. For the bending case, the load is applied perpendicular to the centroidal axis while in buckling, the load is applied axially causing compressive stress and eventual sideways failure. This feature can be measured as the buckling load. Materials having different properties have different buckling loads which is a function of the length of the column and the second moment of area of its cross section. Buckling loads can be determined experimentally or by way of a prediction without actually loading the material to critical load. Southwell plot is a chart of used to experimentally determine the critical load of a structure without subjecting it to its critical load. It is a non-destructive testing method for buckling. Southwell plot is a graphical representation of deflection(y) against deflection by load applied(y/L). This should in return show a linear relationship and a slight curvature at low values of deflection. Further analysis can be done to obtain buckling load. Critical loads can thus be obtained without actually buckling the load itself reducing risk of damaging the strut. The intercept represents the total eccentricity of the strut which is the eccentricity within the equipment and the strut together with the imposed eccentricity. To compare the theoretical and experimental buckling loads of struts in order to test the theory and show its limits. To show how to use the Southwell plot to find the buckling load and eccentricity of a strut. The potential hazards was assessed and it was observed to be majorly from the experiment   handling of the strut in loading and unloading. This has a potential harm to the colleagues and the staff in the laboratory. This hazard was considered by performing the experiment heavily. Plastic inserts were also used to reduce the adverse possible reaction of the strut on loading. The load was applied slowly with full concentration on the reaction of the material under loading so as not to exceed the buckling limits. The strut was also released by unloading swiftly. Experiment 1 The Load Display was connected and switched on. It was then given some few minutes for the display and the load cell to warm up. The load measuring end was tapped to remove any effects of friction and the display zeroed. The digital calipers was then used to obtain the dimensions of the 750 mm steel strut and its second moment of area calculated. The strut was then fit into the rig with the pinned ends condition. Plastic inserts were then inserted in the channels adjacent to the center of the strut such that when load was applied the strut would not come into contact with the inserts. The large hand wheel was used to load the strut slowly. As the wheel was turning, the load reading and the deflection of the strut was observed heavily. The plastic insert was used to ensure that the strut does not buckle further than 15mm.The peak load on the display was recorded and the hand wheel turned to release the load. This is the reading for buckling on its natural direction. A light load was then applied and gently pushed on the center to force it to buckle in the opposite direction. The load was then increased until the strut buckled end the peak load recorded. The load was then released. The mean of the two buckling loads was thereafter calculated. The procedure was repeated for the other steel struts No 2 to No 6. And for one strut made from a different material and the other shape. For strut No 4, the experiment was repeated with a fixed to pinned end condition and strut No 3 with fixed to fixed end conditions. The curve of length against average experimental buckling load was plotted for steel struts 1 6. Theoretical buckling load was then calculated for each length and then plotted on the graph. Comments on the effect of length, end conditions, material and 2nd moment of area on the buckling loads were then made. Experiment 2 The Load Display was connected and switched on. It was then given some few minutes for the display and the load cell to warm up. The load measuring end was tapped to remove any effects of friction and the display zeroed. The 750 mm steel strut was obtained. The strut was then fixed on the pinned ends condition. The deflection gauge was then fitted at the midspan of the strut while ensuring that there is 15mm of travel in the natural buckling direction. The strut was then tested in the natural buckling direction while recording the load at deflection intervals of 0.5mm. The table of results was then filled. The Eccentric End fittings were then fitted to strut number 2 with both fittings set to give the smallest eccentricity (5mm) Strut number 2 was fitted and the position of the deflection indicator adjusted to allow for the offset. The test was then repeated with the same strut. The end fittings at both ends of the strut were reversed to give larger eccentricity. The indicator was adjusted and the test repeated. A chart was then created showing load on the vertical axis against deflection on the horizontal axis. The results from each strut was added to the chart. A chart for a Southwell plot was created, deflection (y) against (y/P) where P is the load. The results from each strut was then added to this chart and further analysis done RESULTS AND CALCULATIONS Experiment 1 Theoretical buckling load (N) 174.70 240.40 306.10 280.52 397.56 339.33 332.99 826.75 304.39 359.29 Average Peak buckling load(N) 189.5 198 236 257 286.5 327 283 279 559 1068 Peak buckling load 2(N) 212 204 251 251 288 334 294 292 579 1187 Peak buckling load 1(N) 167 192 221 263 285 320 272 266 539 949 Strut Details 2nd Moment of area 48.103 57.649 63.311 53.636 70.055 50.244 180.746 170.974 53.636 63.311 d 3.11 3.20 3.41 3.23 3.54 3.15 4.84 6.46 3.23 3.41 b 19.19 19.25 19.16 19.10 19.44 19.39 19.13 _ 19.10 19.16 K value 1 1 1 1 1 1 1 1 0.7 0.5 Fixing conditions P-P P-P P-P P-P P-P P-P P-P P-P P-F F-F Youngs modulus (N/mm2) 207000 207000 207000 207000 207000 207000 105000 207000 207000 207000 Material Steel Steel Steel Steel Steel Steel Brass Steel Steel Steel Shape Rect Rect Rect Rect Rect Rect Rect Round Rect Rect Working length 750 700 650 625 600 550 750 650 600 600 Strut no 1 2 3 4 5 6 7 J 4 3 Experiment 2 Deflection (mm) Eccentricity=0 Eccentricity=5mm Eccentricity=7.5mm Load (N) Defl/Ave Load Load (N) Defl/Ave Load Load (N) Defl/Ave Load 0 0 _ 0 _ 0 _ 0.5 50 0.0100 21 0.0238 8 0.0625 1 74 0.0135 27 0.0370 17 0.0588 1.5 95 0.0158 40 0.0375 24 0.0625 2 108 0.0185 48 0.0417 30 0.0667 2.5 116 0.0216 55 0.0455 35 0.0714 3 125 0.0240 53 0.0566 40 0.0750 3.5 131 0.0267 66 0.0530 45 0.0778 4 135 0.0296 71 0.0563 49 0.0816 4.5 139 0.0324 75 0.0600 54 0.0833 5 141 0.0355 81 0.0617 58 0.0862 5.5 144 0.0382 82 0.0671 59 0.0932 6 147 0.0408 88 0.0682 65 0.0923 6.5 149 0.0436 90 0.0722 69 0.0942 7 150 0.0467 92 0.0761 72 0.0972 7.5 152 0.0493 96 0.0781 73 0.1027 8 153 0.0523 97 0.0825 77 0.1039 8.5 154 0.0552 98 0.0867 80 0.1063 9 156 0.0577 103 0.0874 82 0.1098 9.5 157 0.0605 107 0.0888 84 0.1131 10 158 0.0633 107 0.0935 86 0.1163 10.5 159 0.0660 112 0.0938 89 0.1180 11 160 0.0688 113 0.0973 91 0.1209 11.5 160 0.0719 115 0.1000 93 0.1237 12 161 0.0745 117 0.1026 94 0.1277 12.5 161 0.0776 119 0.1050 96 0.1302 13 162 0.0802 120 0.1083 98 0.1327 13.5 162 0.0833 122 0.1107 100 0.1350 14 163 0.0859 123 0.1138 101 0.1386 14.5 163 0.0890 124 0.1169 103 0.1408 15 164 0.0915 125 0.1200 104 0.1442 Moment of inertia (I) of a circle and rectangle were obtained using the formula; DISCUSSION Below is the graph of working length against buckling load for the first experiment. It is observed that as the working length was increasing, the buckling load was decreasing. For the second experiment, A graph drawn for load against deflection shows a nonlinear relationship between the load applied and the deflection of the beam.   The second graph is of deflection(y) against (y/P) where P is the load. This is the Southwell plot for the beam used. A line of best fit drawn in the Southwell Plot indicates that the points obtained are having an almost linear relationship except at low values of deflection which has a small curvature. The slopes of the graphs, Euler buckling load, were obtained for different eccentricities together with the points of intersection with the y axis which indicates the eccentricity of loading. This represents the imperfection of the strut and the equipment used plus the imposed eccentricity. Southwell plot results Eccentricity (mm) Gradient y-intercept 0 178.18 -1.301 5 164.32 -5.0783 7.5 170.12 -9.6389 Southwell plot; The experiment was a success as the strut was subjected to different loads to determine the buckling load. The effect of material, length of the specimen, shape and fixing conditions were observed. Different graphs were drawn from the results obtained which enhanced further analysis. The Southwell graph was also drawn which was used to obtain eccentricity values and the struts theoretical/Euler buckling load. Wang, C.M., Zhang, Y.Y., Ramesh, S.S. and Kitipornchai, S., 2006. Buckling analysis of micro-and nano-rods/tubes based on nonlocal Timoshenko beam theory. Journal of Physics D: Applied Physics, 39(17), p.3904. Akgà ¶z, B. and Civalek, -., 2011. Strain gradient elasticity and modified couple stress models for buckling analysis of axially loaded micro-scaled beams. International Journal of Engineering Science, 49(11), pp.1268-1280. Roorda, J., 1967. Some thoughts on the Southwell plot. Journal of the Engineering Mechanics Division, 93(6), pp.37-48. Mandal, P. and Calladine, C.R., 2002. Lateral-torsional buckling of beams and the Southwell plot. International Journal of Mechanical Sciences, 44(12), pp.2557-2571. Singer, J., 1989. On the applicability of the Southwell plot to plastic buckling. Experimental Mechanics, 29(2), pp.205-208. Cowper, G.R., 1966, June. The shear coefficient in Timoshenkos beam theory. ASME.