Lebanon War 2006 Essay

The Lebanon War of 2006 began on July 12th, when Hezbollah launched a rocket attack on Israeli military positions stationed near the border between Lebanon and Israel. In the minutes during the ensuing chaos, Hezbollah militants crossed the border into Israel, and kidnapped two Israeli soldiers who they intended to use as collateral in a prisoner exchange with Israel. The war lasted until August 13, 2006, at which point the United Nations intervened. During the war, both sides targeted civilian areas, resulting in the deaths of over one thousand civilians and the displacement of thousands more. In an account of the 2006 Lebanese War published by the Anti-Defamation League, Hezbollah militants are accused of launching rockets into Israel with the intention of harming civilians. Conversely, it is explained that the Israeli military targeted Lebanese civilian areas because Hezbollah has been known to operate out and live amongst civilian homes and stores. In addition, it appears that the author of the account places the blame upon Hezbollah for igniting the war against Israel by launching rockets across the border in the years following the departure of Israeli forces from Lebanon, after the Lebanese Civil War and the Israeli siege on Beirut. The ADL reports that there were over twenty occurrences of attacks launched by Hezbollah militants on Israel between 2000 and 2006. The ADL, however, does not conclude its account of the events without addressing errors made by Israel. Many Israelis allegedly held their own government accountable for the destruction of parts of the country, not because the government retaliated against Hezbollah’s attack, but because â€Å"the military and country had been ill-prepared for the conflict and its soldiers ill-equipped† (ADL). Such accusations prompted the Israeli Prime Minister to order a commission of inquiry to address the accusations. In 2007 and 2008, the Winograd Commission announced that questionable decision making had taken place during the war by Israeli government officials. Rasha Salti’s personal account of the 2006 war from the perspective of a citizen living in Beirut makes no mention of Israel’s self-proclaimed guilt, however. Her compilation of notes written during the war instead portray the violent attacks and practical demolition of Lebanon – a country that had only recently managed to rebuild itself after the conclusion of the fifteen year civil war in 1990. Her frustration about the situation and her devastating accounts of civilian casualties during the 2006 war blame only the Israeli military and government because of the brutal force and destruction used against Lebanon. Salti even makes reference to the abduction of the Israeli soldiers, and criticizes the Israeli government for overreacting and launching a war against Lebanon in retaliation. The ADL’s description provides factual data that is not included in Salti’s â€Å"siege notes†, and alternately the â€Å"siege notes† provide a personal account of the war that any reader would be able to relate to and identify with. Despite reporting upon Israel’s Winograd Commission, the ADL clearly maintains the perspective that Hezbollah functions as a terrorist organization and was at fault for the 2006 Lebanon War. Salti, on the other hand, conveys a clear message about Israel’s vicious military and menacing government. The comparison of documents such as the ADL and Salti accounts of the 2006 Lebanon War illuminates the importance of collecting multiple sources of information before drawing conclusions about any historical event. References: http://www.mepc.org/ http://www.google.com

Research Methods in the Media Industry Essay

There’s a whole variety of reasons why research is undertaken in the media industry and there’s also a number of different ways to carry out research to acquire the different forms of information required. This report will be discussing the following in detail audience research, qualitative methods, quantitative methods, primary research and secondary research lastly consumer awareness Why we research in the media industry? As I said before research is undertaken for a variety of reasons. It might be so the director knows what they possibility may need to adjust in their production based on what it’s about, and this is known as content analysis where the producer and the director will research the subject matter to gather information to include into the final production. In addition research might also be undertaken be aware of legal restrictions for instance copyright infringement simply when you want to use the same ideas or the same content you will require written consent from the person who originally invented or owns the idea, in most cases copyright infringement doesn’t protect the underlying ideas, it also doesn’t protect facts. For instance, copyright doesn’t stop or limit you from expressing in your own words thoughts and facts that originate in any sources you read or view however you must give appropriate credit to the sources in which they originated from. For instance, there have been several, Alien based films, however only one E.T. Audience research Media products all have a target audience which could be defined by several factors, including age, gender as well as demographics. Whether it’s a chat show, daily newspaper, film or any other media form, each has a clear target audience. You must beware that audiences are not the same besides the audience research tells the producer what most applies to the audience how they can take advantage of what applies to the audience. They may watch previously released films/programmes and find out if they were successful at appealing to that audience. On the other hand they can observe a group viewing of a series premiere to see the group’s reaction and see if they’ve met their expectations and getting a calculation from the observation to see if they need to make some alterations to the production. Additionally Producers may also use BARB to find out further details about their selected audience what exactly is appealing to them after that discus features that will be in the production. Qualitative research methods Qualitative methods are better for finding more descriptive data and opinions because you interact with the research which lets you to explain any misunderstood questions and to go into further detail meaning you get a more factual answer. Methods that are categories under qualitative research range from case studies, interviews, diary analysis and focus groups. For instance the producers of a film will pick out a group which has the profile of their target audience, and will show them the film. This can be done both pre and post release if the film is not performing as well as predicted. The producer could then use the focus group’s response to alter or completely rethink, or even go ahead and take nothing on board and confirm the look and content of the film. Quantitative research methods Quantitative research mainly is numerical data. It could be used by producers of a film or by the company which is marketing it. UK based TV company’s use the( Broadcasters’ Audience Research Board) BARB for short to analyse viewing ratings, plus radio station use ( Radio Joint Audience Research Limited) short for RAJAR will view the listening numbers. Qualitative and quantitative methods are constantly used together in order to research the habits and preference of the target audience. In order to identify the profile of the audience, producers may look at current demographic models has on age or gender, or they may try to create a new audience for their film. Creating a new audience is much harder to accomplish additionally a producer may have to come up with a film which is appealing to those that feel there’s a gap in the industry, or gather a group of individuals together who all desire a possible reinvasion in the market. Finally when a target audience has been recognized, the film producer will then target the audience by using a series of carefully organised ad campaigns. The films could be promoted in newspapers that the target audience reads, also online sites which are frequently visited by the target audience, or show an ad when you’re guaranteed the most viewers such as champion’s league games or X factor episodes. Primary research methods Primary research is any research that’s done by an individual first hand. There’s a wide range of techniques for primary research from focus groups, interviews, observations and questionnaires, all come under as primary since questions are being asked directly this is research that is done first hand. Primary research is more suitable for finding out detailed information since you wouldn’t have to rely on anyone else’s results to be correct since the individual would have gathered the necessary information themselves so they know everything was done exactly how they wanted so the information is reliable. Primary research can come in the categories of both qualitative and quantitative research since there’s a variety of ways to conduct this research. Detailed look at a few the primary research techniques Questionnaires are regularly used by researchers when they need to gather essential information from a number of people targeting certain groups by age, ethnicity, and gender even social class. There practically surveys that can be sent on the internet in the post or hand out person to person. It’s easy to analyse questionnaires since its just basically gathering numbers, in addition it’s a much cheaper but sometimes a more time consuming process to gather information. Then again on the down side questionnaires aren’t able to get hold of, detailed information since they typically have closed questions yes or no type or the listed options provided in questionnaire. Another potential problem with questionnaire is that the individual taking part in the questionnaire may get the wrong end of the stick about a particular question or just not understand completely. For that reason the individual organising the questionnaire may possibly not get the right results from the questionnaire. Possible way to evade this you could do a pilot study to examine the questionnaire and make any necessary alterations after. Interview: interviews can be divided into three areas structured, semi structured, unstructured interviews. Structured: Structured interviews stick to a specific guideline with set questions sticking to the ones written. Semi structured: Semi structured interviews have some questions however questions can be added on the spot to go into more detail with the questions. Unstructured: lastly unstructured interviews have no questions set. The interviewer will bring up a topic with some questions in their head, similar to a casual conversation than anything. Interviews are mainly qualitative forms of research this method of research can very fruitful to the researcher since you are capable of going into more detail and thus gather further information for your research. On the other hand, the questions asked in an interview may be bias if the interviewer has their personal biased viewpoint placing their opinion in the questions. This may be done by the interviewer if they ask leading questions for instance. Tell us the reason why you like this film, instead of do you like the film. Secondary research methods Secondary research is gathered information that was done by someone else and made accessible to the public. For instance through archives, the internet, and other media outlets such as the news all of these come under secondary data since the information that you receive from these sources is information that the individual never gathered themselves. Potentially secondary research maybe unreliable option of researching since the individual can’t be sure that everything written is accurate since they never carried out the research themselves and they can’t test it and get the same results. On the plus side secondary research is significantly cheaper and faster process to use since the information has been completed for you already by someone else. Detailed look at a few the secondary research techniques The most common practice of secondary research done nowhere days is on the internet to think not too long ago we spent while copy the information on a copy machine. With the vast amount of online resources, traditional means of research done by books seem out dated. It’s now common for a student to complete an essay without opening a single book. However there are always pros and cons with any new technology. Some people like to say there’s a skill involved in finding a book in the library and searching. An Individual can ignore the entire topic that was read thoroughly for pertinent information. This may lead to more people getting the wrong end of the stick and not understanding the subject matter. But it’s a free vast amount of information; free for use for anybody much easier and less process, as well as getting qualitative information and opinions including polls, surveys, are simpler with the internet, assuming you’re aware of where you’re getting your information from. That could lead to a con since it’s not wise to use information from an unaccredited source, not from opinion based sites a lot of these sites around that look creditable but are far from it Consumer awareness Consumer awareness is the understanding that a consumer is knows his or her legal rights and duties. It’s essential for a consumer to stick to these rights. It’s implemented for the protection of the consumer, so the consumer is not exploited. But the producers may look into consumer awareness to discover if their ad campaign successful or if it’s unsuccessful. NRS The National Readership Survey NRS for short is provides the most dependable and respected audience research in operation for the advertising sector in the UK. The NRS reports on over 250 of the UK’s mainstream newspapers and magazines, you get a sense of the size and nature of the audiences they attract. In this always evolving digital age the NRS still create partnerships with the leading digital data sources providing a clearer vision of the combined total audience future. This is a great source for gathering information since data posted on this site are available without subscription. Already prepared for producers and so on only thing to do now is compare. Company Structure NRS Ltd is regulated and for the most part funded by three shareholders (IPA) The Institute of Practitioners in Advertising (NPA) The Newspaper Publishers Association (PPA) The Periodical Publishers Association Why are the surveys so important? The way surveys are carried out affects the estimations it produces. Particularly for media measurement surveys NRS randomly selects individual aged 15+ in the UK. Only the chosen individuals may be interviewed to ensure that the surveys are clear and representative. The demographic characteristics won’t have the same reading habits according to their lifestyle and availability. It’s better for NRS to use random testing to reduce the favouritism towards people who are available for interview than others. The Interviews Structure A nonstop survey, all 12 months of the year, 7 days a week Total number: around 36,000 interviews a year with adults aged 15+ per year A random sample: interviews only conducted at randomly selected addresses with randomly selected individuals The average time for an hour takes half an hour http://www.nrs.co.uk/access.html

Transport Network

Transportation and Logistics Goals Amanda Contreras November 16, 2012 640 The central goal of my company is to keep retail prices low. Working with suppliers to ensure their prices are constantly low, but also means price changes are kept to a minimum. Aiming to become lowest cost producer, the firm can compete on the price with every other industries and earn higher unit profits. Cost reduction provides the focus of the organization strategy. It targets a broad market.Competitive advantage is achieved by driving down costs. Price Leadership – The Company is well known for its â€Å"Every Day Low Pricing†, but is aiming to give the consumer greater value for each product category. Through leverage selling general and administrative expenses, the Company can ask suppliers to introduce efficiencies in the transportation of items. This can be the supplier to the distribution center, distribution center to the store and also within the store.Since transportation can be as m uch as one-half to two-thirds of the total cost of distributing product it only makes sense to drive is in as many efficiencies into your transportation network as you possibly can. The 1st strategy is to limit the margin that would have to be paid to a third-party providing that service. The 2nd strategy is controlling the fleet my company can control the quality and timing of the service to move the freight from the distribution centers to the stores.That 2nd strategy is an important goal in reducing labor costs and maximizing the utilization of assets and resources. Currently, the vendor manages nearly all vendor shipments to my company. My company arranges backhaul pick-ups at vendors after one of its trucks makes a delivery to its stores. More stock will be needed prior to the seasonal upturn in sales volume. As sales decline, less merchandise is needed. My company balances the â€Å"need for speed† with the costs inherent in the mode of transport.This includes the rate charged for the service, minimum weight requirements, loading and unloading facilities, packaging, possible damage in transit, and any special services that may be required. The basic modes of transportation are water, rail, motor carrier, air and pipeline. Water being the slowest mode with rail, motor carrier, and air following in order of speed of delivery. Generally, the order is reversed when looking at costs. Selection of the appropriate carrier has several steps. First the firm selects a transportation mode.The shipper must compare the service desired with the rate or cost of service. Service usually means transit time or the time that elapses from the time the consignor makes the goods available for dispatch until the carrier delivers to the consignee. Once the mode and type of carrier is determined a final decision can be made based on other factors. Accessibility is one such factor. Some firms have geographic limits to their routing network. Others may not possess physical access to needed facilities or have the ability to provide the equipment and facilities that movement of a particular commodity may require.Reliability, the consistency of the transit time a carrier provides, is also a key factor. Finally, convenience and communication are other important considerations when selecting a carrier. Measures that a transportation firm would use to judge its performance include: orders shipped on time, orders shipped complete, order preparation time, product availability, and transit time. From the customer perspective performance can be gauged from orders received on time, orders received complete, orders received damage free, orders filled accurately, and orders billed accurately.

Vocabulary Game Research Paper Example | Topics and Well Written Essays - 1000 words

Vocabulary Game - Research Paper Example II. Players: The participants are divided into two to four teams. Each team is divided into equal members. Ideally, each team should be composed of at least four members but not more than eight people in one group to make sure that each member are able to contribute and participate in the activity. III. Materials: white board (paper), markers (pens or pencils), whistle, and timer. IV. How to Play: First, the moderator/ teacher would provide the instructions of the game—each team would be given two minutes to list down as many words as they could think of per category mentioned. Then, the teams would have to wait for the signal from the moderator before they could proceed from writing. And once the category is given, the moderator would signal that the time had start by whistling. When the time is up, the moderator would whistle again and the participants would have to hold up their markers/pen to ensure that everyone had stopped writing. For instance, the category is â€Å"co ntinental breakfast† each team would then have to make a â€Å"menu list† of dishes that are considered to be continental breakfast—i.e. omelets, hash browns, French toasts, oatmeal, bagels. Categories could also work based on themes like ‘fruit-based dishes,’ ‘salads,’ ‘Mexican food,’ ‘pasta,’ ‘liquid form,’ any category that would inspire participants to think creatively and would invoke fun and humor to the game. This would make learning more interactive and enjoyable without the participants noticing that they are not only learning new words but they are also developing their socialization skills and confidence through interaction, team work and cooperation by working together as one group. V. Winner: To determine the winner, for each category, the moderator would have to check the list that each team had made for any errors and repetitions. The checking would be done by the moderator and the ot her teams to ensure transparency. The most number of items listed per category wins one point. Points are cumulative. The team with the most points at the end of the game wins. VI. Variations: There are many variations that could be made to this game. Though the game is called â€Å"menu listing† modification could be made to fit required lesson. If for instance the lesson is about pronouns or synonyms/ antonyms, ask the participants to catalog pronouns or synonyms/antonyms of the given category. Menu Listing Game, an Analysis Vocabulary games are important learning tools for English Language Learners because it helps them get more acquainted with recognizable words and familiarize themselves with words that they do not often hear or use. Vocabulary improvement activities according to August, et al (2006), must include â€Å"both definitional information and contextual information about each word’s meaning, and that effective instruction actively involves students in word learning and provides multiple exposures to meaningful information about each word† (p. 97). Vocabulary games also develop the students’ knowledge with the various parts of speeches as it becomes the focal point of the game—through the categories, to which the game is played. For instance, since the topic of our discussion is noun/ pronoun I based the ‘menu listing game’

Normative philosophy Assignment Example | Topics and Well Written Essays - 1000 words

Normative philosophy - Assignment Example This paper will argue that morality can be based on character of an individual, outcomes comes of the actions or the duty. The first ethical theory that should be engaged in the analysis is referred to as Virtue ethics. As one can easily see, the very name of it suggests that the focus of this approach will be on the idea of virtue – the ideal balance between excess and deficiency of a particular trait of character. In other words, this ethical theory draws a strong connection between the idea of morality and the character of a particular person. This is quite important since it holds several significant implications for the evaluation of the actions. For example, the action which is largely considered to be an immoral one, such as lying, might be justified by the approach of Virtue ethics as it will argue that the characteristics of a person turn this action into a good one and he or she does not behave immoral. Indeed, as one can easily see on this example, this ethical theory is mostly concerned with the stable category of being rather than concrete outcomes of the actions. In other words, the morality is considered to be an irreplaceable attribute of a virtuous person while others who were not able to develop any virtues and live in sin behave immorally. It is obvious that this approach has its proponents and opponents and is regarded to be a rather debatable one as it does not give a universal approach to every situation in life. The next ethical theory which should be discussed with regard to the notion of morality is called Deontological ethics. The name of this approach comes from a Greek word which means â€Å"duty†. That is why it would not be a mistake to point out that just like the previous theory was focused on the virtue of the character of a person, this one is focused on the duty. Contrary to Virtue ethics, the Deontological approach is able to prove a person with an easy to use as well as simple to

Analytical paper on Aristotle Essay Example | Topics and Well Written Essays - 1000 words

Analytical paper on Aristotle - Essay Example He returned to Macedonia in 338 to tutor Alexander the Great. When Alexander conquered Athens, Aristotle returned to Athens and set up a school of his own, known as the Lyceum. After Alexander's death, Athens rebelled against Macedonian rule, and Aristotle's political situation became precarious. He fled to the island of Euboea, where he died soon after. Aristotle is said to have written 150 philosophical treatises. The 30 that survive touch on an enormous range of philosophical problems, from biology and physics to morals to aesthetics to politics. Many, however, are thought to be "lecture notes" instead of complete, polished treatises, and a few may not be the work of Aristotle but of members of his school. His students acquired the name "peripatetics" from the master's habit of strolling about as he taught. Although the surviving works of Aristotle probably represent only a fragment of the whole, they include his investigations of an amazing range of subjects, from logic, philosophy, and ethics to physics, biology, psychology, politics, and rhetoric. Aristotle appears to have thought through his views as he wrote, returning to significant issues at different stages of his own development. As a result what remains is a complex record of Aristotle's thinking about many significant issues rather than a consistent system of thought. The aim of Aristotle's logical treatises (known collectively as the Organon)1 was to develop a universal method of reasoning by means of which it would be possible to learn everything there is to know about reality. Thus, the Categories2 proposes a scheme for the description of particular things in terms of their properties, states, and activities. On Interpretation3, Prior Analytics4, and Posterior Analytics5 examine the nature of deductive inference, outlining the system of syllogistic reasoning from true propositions that later came to be known as categorical logic. Though not strictly one of the logical works, the Physics6 contributes to the universal method by distinguishing among the four causes which may be used to explain everything, with special concern for why things are the way they are and the apparent role of chance in the operation of the world. In other treatises, Aristotle applied this method, with its characteristic emphasis on teleological explanation, to astronomi cal and biological explorations of the natural world In Metaphysics7 Aristotle tried to justify the entire enterprise by grounding it all in an abstract study of being qua being. Although Aristotle rejected the Platonic theory of forms, he defended his own vision of ultimate reality, including the eternal existence of substance. On The Soul8 uses the notion of a hylomorphic composite to provide a detailed account of the functions exhibited by living things-vegetable, animal, and human-and explains the use of sensation and reason to achieve genuine knowledge. That Aristotle was interested in more than a strictly scientific exploration of human nature is evident from the discussion of literary art (particularly tragedy) in Poetics9 and the methods of persuasion in the Rhetoric. 1- collected works on logic 5- Analytica Posteriora 2- Categoriae 6 - Physica 3- De Interpretatione 7 - Metaphysica 4- Analytica Priora 8 - De Anima 9 - Ars Poetica Aristotle made several efforts to explain how moral conduct contributes to the good life for human agents, including the Eudemian Ethics10 and the Magna Moralia11, but the most complete

Business law Case Study Example | Topics and Well Written Essays - 3500 words

Business law - Case Study Example 6 (d)Was the appeal decision ‘fair and equitable’ to the chicken growers in light of the dynamic commercial relations existing between the parties? 7 Question2 8 Overview of the Case 8 Common Law 9 Equitable Remedies 10 Specific performance in Equity 11 Common Law ‘Exceptions’ to the ‘Privity of Contract’ 11 Question 3 14 Overview of the Case 14 Civil Liability Act 2003 (Qld) and Its Common Features 15 Professional Liability associated with Dr Zola towards Rubicon Holding Ltd 16 References 18 Question 1 (a) Provide a short account of the commercial background of the case, and key aspects/clauses of the standardized contract in dispute between the parties. The Federal Court of Australia issued its judgement in the case of Steggles Limited v Yarrabee Chicken Company Pty Ltd [2012] FCAFC 91 under the Federal Court of Australia Act 1976 (Cth) of contractual dispute. The joint judgement made by Jacobson, Lander and Foster JJ,  agreed that appeal sh ould be duly allowed to Yarrabee (applicant) as against Steggles (plaintiff). In 2004, Yarrabee Chicken Company Pty Ltd was reputed as one of the chicken growers in the Hunter Valley, which had arrived into a contract with Steggles Limited. The contract was in the same form to all other growers including Yarrabee Chicken Company which included Growers to grow chickens with the application of tunnel growing methods. On the grounds of breach of contract, Yarrabee filed proceedings against Steggles under Part IVA of the Federal Court of Australia Act 1976 (Cth) suing Steggles with respect to the confusion raised from a particular contractual term of â€Å"extra Shed capacity† which could have implied the assistance to be rendered by Steggles in terms of increased physical capacity to grow more birds or through the facility of growing extra number of birds in the given capacity. The major issues of the case dealt with the specification of clause7.4 articulated in the contract bet ween Yarrabee and Steggles. It was under this particular clause of the contract that Steggles was considered to be liable to offer ‘any extra shed capacity’ to the Growers in preference to any other third party which apparently depicts the occurrence of a contractual dispute. (b) Regarding the pivotal clause 7.4, what case law principles governed its ‘proper construction’, in the view of the judges (Jacobson, Lander & Foster JJ) on appeal? The primary judge affirmed that the phrase ‘extra shed capacity’, as articulated in the clause 7.4 of the contract bound Steggles â€Å"to offer to the growers, first and in preference to any third party, the capacity to grow any bird to be processed at the Beresfield processing plant in one of the Growers’ sheds on their farms†. The second judgement with respect to the case affirmed that Steggles had resulted in the breach of contract against the terms articulated in cl 7.4(a) of the contract e ntered between the Growers and Steggles. In this particular context, Steggles was found to breach the contract against the terms illustrated under cl 7.4 (a) of the contract as the judges concluded that â€Å"the evidence makes plain that Steggles distributed chickens to other growers for processing at the Beresfield plant when the Growers had capacity to grow those chickens†. However, Steggles was not satisfied with the above stated findings made by the primary judges and appealed against those findings. Contextually,

Human Resource Development at Primark Stores Ltd Research Proposal

Human Resource Development at Primark Stores Ltd - Research Proposal Example During the study an effort will be made to observe the general working at Primark store in Manchester to seek answers to the following key objectives. Prerequisite to a decent work culture is about respecting individuals and treating everyone, customers and colleagues, with dignity. How Primark has been able to adopt a balancing approach towards motivating the workforce. Research approaches and methods radically influence research content and, consequently, the policies designed in response to that content. Research philosophy is a belief about the way in which data about a phenomenon should be gathered, analyzed and used. This thesis is a qualitative case study which focuses on an analysis of the HR policies prevailing in the retail industry in general and Primark in particular. To carry out such a study in general we resort to two main approaches; Deductive reasoning, which works from the more general to the more specific subjects. Sometimes this is informally called a "top-down" approach. In such approach we take up the 'theory' and then try to apply it to the hypotheses that we intend to test. Gradually we narrow down to the testing of data and observations for their applicability to the theory/ theories to arrive at a confirmation of its applicability or not. The Inductive approach on the other hand begins with collecting data, specific observations, which then lead to broader generalization and theories. Such an approach in called as "bottom up" approach. The patterns thus detected are formulated into tentative hypotheses and we can therefore arrive at some general conclusion about our subject. In this case the study will be more of an inductive one as I'll be observing the functioning of the store, talking to the boys and girls out there about there working hours, compensation etc. During the process I'll also be interacting with some customers to solicit there views about the Primark and the employees in general. Data Collection Secondary Sources: Such data can be collected from the existing literature, research reports, company leaflets, information brochure etc. Primary Sources: Such data can be collected by interacting with the staff, management, customers and other stakeholders. By observing the working and the supply/ distribution chain also we can gather first hand data. It will be little difficult to interact with the top management of the company but I will surely try to meet some of the seniors at the retail outlet. Time Scale and Resources Efforts would be made to complete the different modules of the project leading to the completion of the project as per the following timeline (Note-These are completion dates). Submission of Proposal: Oct 12, 2007 Interaction with the Tutor: October 16, 2007 Inclusion of suggestions by the tutor: October 17, 2007 Preparation of questionnaire: October 25, 2007 Data

Woodrow Wilson Essay Example | Topics and Well Written Essays - 500 words - 1

Woodrow Wilson - Essay Example One, I agreed fully with my fellow Congressmen on the need for America to continue practicing its policy of Neutrality and Non-Interference, but it later got clear to me that Germany was continually taking America’s stance as a mark of weakness and an opportunity to disrespect America’s sovereignty. One of the instances in which Germany disregarded the sanctity of America’s territorial sovereignty and thereby changing my stand on America’s position is when Germany used its unauthorized submarines along America’s East coast in 1917. Germany respectively sunk the Lusitania, a British cruise ship that was bound for the United Kingdom, from New York. This incident claimed 1195 lives, 128 of them being Americans. This was part of Germany’s wider effort to use its U-boat ring to starve the Britannia Island by sinking its supply ships. It must be remembered that Germany had done this act of aggression many times, over the years (Foner, 709). Economic interests of the Unite States also underpinned my resolve and my fellow Congressmen’s decision to vote in favor of Wilson’s call to war. The countries that Germany was carrying unrelenting military onslaughts against were chiefly France and Britain, yet these two states harbored key economic interests of the United States. At the time, France and Britain owed America approximately 2 billion US dollars, compared to Germany which owed the US 27 million dollars.

Planning and Goal Setting Essay Example | Topics and Well Written Essays - 750 words

Planning and Goal Setting - Essay Example For instance, he may ask that interviews be carried out around campus in a bid to gather certain information. For instance if the principal has heard of several complaints on numerous occasions, in order to have an idea of how many people are discontented, he may ask for data concerning this to be collected so as to enable him to act if need be. This is done mostly while analyzing data collected, mostly through questionnaires. If there was a certain question concerning this, then the campus leader will look at the responses and this will help in determining personnel needs. This article seeks to focus on a fundamental issue- the shortage of teachers and how to get more young people interested in the profession. Although this issue has been raised over a number of years, proper plans have not been put in place. This article outlines plans that have been proposed and implemented over years. For instance; CAPE. Identify the principal competencies and supporting standards involved or implicated in the reading, (e.g., Competency 5 and Competency 6, , including the following standard: Analyze the implications of various factors (e.g., staffing patterns, class scheduling formats, school organizational structures, student discipline practices) for teaching and learning, (Competency 5); Implement effective, appropriate, and legal strategies for the recruitment, screening, selection, assignment, induction, development, evaluation, promotion, discipline and dismissal of campus staff, (Competency 6). Implement old plans instead of making new plans. There are already plans on how to deal with the shortage of teachers; however these plans are usually scrapped for new ones without full implementation. Planning without implementation is an act in futility. The acute shortage of teachers is caused by the modern view of a teacher. A job deemed to be almost ‘menial’.

Literary Analysis - English Essay Example | Topics and Well Written Essays - 1500 words

Literary Analysis - English - Essay Example The story â€Å"A Very Old Man with Enormous Wings† draws a vivid conflict-line between belief and disbelief, religion and secularism and at the same time, the psychological impact of the extraordinary on human mind revealed as ennui and greed. But in the novella, â€Å"Metamorphosis† religion and belief in God and supernatural are apparently in a reticent state. Even then the text focuses on human psychology while treating the extraordinary and the supernatural with ennui from a cultural point of view. Both of the texts are strikingly similar in their approach and this essay will explore the relationship between the religious and the secular in each story in an attempt to discover how each author comments on the human tendency to treat the extraordinary with ennui and human greed. By confronting the religious and magical with the reactions of the characters in each work, both authors have much to say about human nature and above all the negative aspects of the human co ndition which show themselves as a result of supernatural events. The two short stories are very similar in their discussion of the division between secularism and the sacred. There is an extremely strong symbolic use of food in both stories which makes deliberate reference to the bible. In ‘The Metamorphosis’, Gregor is assaulted with apples by his father when he ventures into the living room. In this scene â€Å"something or other thrown casually flew close [to Gregor] and landed in front of him. It was an apple. Immediately a second one flew after it† (Kafka 64). Kafka is at pains to underline that the particular fruit is significant by placing it within its own brief sentence. The religious symbolism is clear, since the apple is associated with the fall of mankind in the bible. This is the first time that Gregor comes into direct contact his father after his

Food security Essay Example for Free

Food security Essay All efforts to bridge the gap between government estimates and the Sonia Gandhi-led National Advisory Council over the Food Security Act are coming up against a central concern posed by the Congress chief: How can the selection criteria ensure the poor and deserving dont get left out? NAC members who interact with the government point out that Sonia repeatedly underlines her personal experience over the years during visits to deprived areas where she has found that the poor are simply not counted in any state survey and are denied any benefits. The Congress chiefs poser that the inability of the poor, particularly tribals and dalits, to access below poverty line cards needed to tap official welfare schemes will defeat the very objective of a law providing 35 kg food grain a month to the widest set of recipients is proving tough to answer. Here, even automatic inclusion parameters may not mean the severely disadvantaged groups will be assured a minimum level of food security, said sources familiar with the Congress supremos thinking. Sonia is keen the proposed law be effective in addressing needs of those who live on the brink and need state support and her conviction that exclusion criteria are applied in a bureaucratic manner and end up leaving the needy out in the cold tilts the scale towards universal eligibility which the government continues to baulk at. Several permutations have been considered including limiting universal public distribution system to districts with chronic poverty or looking for the right urban-rural ratios. But while some campaigners argue that governments fears of having to maintain large stocks are misplaced as universal PDS will be accessed only by those who need it, the government is not quite convinced. The government feels that legal provisions stating population percentages to be catered for will mean it has to provide for adequate food grain for all intended beneficiaries. A law is mandatory and the optimum values have to be factored in. The tussle over selection of beneficiaries has seen populist politics pushing for dilution of criteria like pucca houses or income levels. But the Congress presidents core concern that expanding the net still does not necessarily mean that obvious beneficiaries are being catered for being tossed up and down the table in both formal and informal consultations. Food security act pledge in Prezs address A national food security act to guarantee 25 kg of rice or wheat a month to BPL families, consolidation of rural employment and Bharat Nirman, a focus on terrorism and Indias neighbourhood, initiatives for urban employment and a promise to battle recessionary trends are likely to be part of Presidents address to Parliament. The first meeting of the Union Cabinet after the conclusion of government-formation, scheduled for Saturday morning, may consider President Pratibha Patils speech to the joint sitting of both Houses of Parliament. The speech, to be delivered on June 4, has been extensively worked on by Prime Minister Manmohan Singh. The Presidents address is expected to highlight areas outlined by the PM like infrastructure and security. High on the governments agenda are plans for a National Counter Terrorism Centre, modernisation of police forces through training and technology and diversified recruitment. It will also speak of pushing programmes like highways that have languished. Some legislations like the Unorganised workers social security bill and Right to Education Bill, National Rehabilitation and Resettlement Bill, expansion of the Rashtriya Swathya Bima Yojana and the National Child Labour Project, integrated development of minority concentration districts and approval of a National Tribal Policy are initiatives the government would like to speeden up. With economy and job losses very much a concern, the address will look to stress development of social and physical infrastructure along with specific plans like an urban employment safety net. The government will work on a comprehensive overhaul of public healthcare, restructuring Sarva Shiksha Abhiyan (SSA), strengthening implementation of 11th and 12th plan power projects and attention on employment-generating small sector enterprises. The government is planning major efforts to decrease infant and mother mortality rates, bring about accountability in Primary Health Centres, initiate a household survey of the National Rural Healthcare Mission, besides approving rigorous oversight in ensuring dispensation of medicines before expiry dates. In the education sector, the main focus is likely to be on quality education by restructuring SSA, seen as a success story, and on guaranteeing education for all. The government is expected to  restructure SSA into a Mission for Quality Elementary Education to deal effectively with teacher absenteeism and drop out rates. The government has set up a target of adding 78,577 Mw of power generation capacity in the current 11th five year plan which has been raised to 1 lakh MW during the 12th five year plan. A major thrust on the micro small and medium enterprises (MSME) sector hit badly by the global economic slowdown to protect workers and artisans can be expected. Government may insist on use of handlooms and handicrafts in decor for government offices as well as for venues for the forthcoming At the start of UPAs first term in office, the Presidents address had reflected the commitments made in the common minimum programme and this time around, Congresss manifesto is expected to be foundation of the speech. A nation-wide skill development programme and scholarship schemes for needy students and those from the minority communities are on the governments check list. The electoral success in attracting minority votes could see the President refer to Congresss poll promise of taking its minority reservation models in states like Andhra Pradesh, to the national level. The government feels that it has been the recipient of a rural feel-good with the agrarian economy benefitting from higher MPS, NREGA and the loan waiver. With an eye to consolidating its image as pro-farmer, the government is expected to work towards providing interest relief to all farmers who repay bank loans on schedule. The loan waiver has reached 3.68 crore families. In the power sector, operationalisation of the National Electricity Fund, infrastructure implementation in the north-east, faster implementation of flagship programmes and monitoring through third parties and capacity building are on the table. Sanghatana says Food Security Act will ruin farmers The Shetkari Sanghatana has come out strongly against the proposed Food Security Act of the UPA government terming it as anti-farmer and a measure that would fuel inflation, derail countrys economy and produce an army of lazy people who get food almost for free without need to work. The proposed law is aimed at only garnering votes in 2014 elections by the ruling parties at the Centre. Providing subsidized food to 67% of countrys population or 81 crore people would cost the country Rs1,25,000 crore. It would have far-reaching implications on productivity and economy of the country and destroy dignity of labour, said Ram Neole, spokesman of the Sanghatana. Providing cheap foodgrains to the disabled, needy people can be seen as a noble gesture of a caring government in a welfare state. But the Food Security ordinance brought in a haste without waiting for a parliamentary clearance to cover an overwhelming majority of population is a cheap political gimmick, said Neole. His Shetkari Sanghatana led by Sharad Joshi favoured free market economy with farmers getting adequate rates for their produce. The Food Act would mean that farmers producing paddy, wheat and coarse grains like jowar would never get the right price as the government that controls pricing and procurement would never allow a hike so as to contain the cost of the scheme, explained Neole. Under the new law those demanding the foodgrains would be given rice for Rs3, wheat for Rs2 and jowar for Rs1 a kg. Of course, when faced with huge budgetary deficit that is bound to happen, the government would increase taxes on traders and salaried classes and businessmen and professionals burdening them further, Neole apprehended. All this will lead to loss of income for farmers, more taxes and non-availability of labour force for productive work at farms and factories, he feared. Contradicting this viewpoint, Vidarbha Jan Andolan Samiti president Kishore Tiwari has jumped in support of the law. In a statement here, he said: Only those ignorant of hunger and deprivation that kills lakhs of people in villages every year would oppose the law. Such political parties and people would be taught a lesson in 2014 elections for opposing a pro-poor policy, said Tiwari. The poor have a right to food and the proposed law is the first step to acknowledge it, he added. Food subsidy bill may touch Rs 75K cr on back of Food Security Act The proposed Food Security Act may not put additional burden on the government in the current fiscal year as the government can find the resources to fund the plan from the spending outlined for 2011-12, finance ministry officials said. However, the food subsidy bill could soar to as much as Rs 75,000 crore from the estimated Rs 60,572.98 crore for the 2011-12 fiscal year. Finance ministry officials said the government will provide the money for funding this exercise. The ministry has already asked various departments to  tighten their belts and not to undertake any new spending commitments as it sticks to its plan of meeting the fiscal deficit target of 4.6% of gross domestic product. The government is keen to stick to its deficit target as it has embarked on a drive to mend public finances. Earlier, the government had said it was ready to provide for any additional fuel subsidy as result of the spike in global crude oil prices and is confident of finding the resources from within the budget for the 2011-12 financial year. The government has an ambitious share sale programme in state run companies and plans to raise Rs 40,000 crore. Despite volatile stock market and global economic conditions, finance ministry officials are confident of achieving the target. It is also banking on other non-tax revenues to help it keep within it spending limits despite pressure points on the subsidy front. Sources said the ministry of food and consumer affairs was staring at a requirement of over 70 million tonnes of foodgrain to support the food security act. Given the trends in procurement and the need to maintain buffer stocks, it could pose a problem for the government and force it to import from the international market. Any plans to impose large quantities of grains could push up prices in the global market and widen the governments subsidy burden. Some analysts say the food subsidy could touch Rs 1 lakh crore in two years. It remains to be seen how the government balances the demand for the food security act against the backdrop of a tight fiscal situation. Analysts say importing costly food to run the Food Security Act could blow a hole in public finances and reverse the trend in fiscal consolidation. Congress hopes to get food bill passed Conscious that the window to secure passage of the food security bill is narrowing as the scheduled end of the monsoon session of parliament nears, the Congress on Sunday expressed the hope that the landmark measure will get approved during the coming week. We hope the food bill will be passed in parliament on Monday or Tuesday, Congress spokesperson PC Chacko told IANS. The ongoing monsoon session of parliament is scheduled to end on August 30. Though the lower house functioned on Saturday, in lieu of a holiday last week, the food bill was not listed as opposition parties wanted it to be  debated on Monday. The food bill will be taken up on Monday, Parliamentary Affairs Minister Kamal Nath had told reporters on Friday. If it gets passed in the lower house on Monday, the bill can be taken up in the Rajya Sabha on Tuesday. Politics scuttled Congress managers plans to get it passed for the entire week Aug 19-24 as the opposition did not let the house run over the issues of missing coal-block allocation files, statehood for Telangana and high prices of food items. The managers hope that Prime Minister Manmohan Singhs statement in the Rajya Sabha on Monday would end the controversy over missing coal-block files. The speakers suspension on Friday of 12 anti-Telangana members, who had been disrupting the lower house, has sought to address the issue of endorsement for a new state. The Lok Sabha functioned Saturday for the first time since the session began Aug 5 and passed three bills Governors (Emoluments, Allowances and Privileges) Amendment Bill, 2012, The Constitution (Scheduled Castes) Order (Amendment) Bill, 2012 and Constitution (Scheduled Tribes) Order (Second Amendment) Bill, 2012.

Extraction of Essential Oils Using Steam Distillation

Extraction of Essential Oils Using Steam Distillation Acknowledging about the importance of plants and its medicinal value research work is being done on the plant material. There are also over 200 references to aromatics, incense and ointments in the Old and New Testaments; Frankincense, Myrrh, Galbanum, Cinnamon, Cassia, Rosemary, Hyssop and Spikenard are noted for being used for anointing rituals and healing of the sick. Research has confirmed centuries of practical use of essential oils, and we now know that the fragrant pharmacy contains compounds with an extremely broad range of biochemical effects. The oils normally bear the name of the plant species from which they are derived. Essential oils are so termed as they are believed to represent the very essence of odor and flavor. The recovery of essential oil (the value added product) from the raw botanical starting material is very important since the quality of the oil is greatly influenced during this step. There are a variety of methods for obtaining volatile oils from plants. S team distillation method is found to be one of the promising techniques for the extraction of essential oil from plants as reputable distiller will preserve the original qualities of the plant and is being done in Clevenger apparatus. Analysis of Essential oil is done Gas Chromatography which gives us some indications of the quality and authenticity of the oil. CHAPTER 1: INTRODUCTION Essential oils contain highly volatile substances that are isolated by a physical method or process from plants of a single botanical species. The oils normally bear the name of the plant species from which they are derived. Essential oils are so termed as they are believed to represent the very essence of odor and flavor. Essential oil plants and culinary herbs include a broad range of plant species that are used for their aromatic value as flavorings in foods and beverages and as fragrances in pharmaceutical and industrial products. Essential oils derive from aromatic plants of many genera distributed worldwide. Oils are used in the embalming process, in medicine and in purification rituals. There are also over 200 references to aromatics, incense and ointments in the Old and New Testaments. Research has confirmed centuries of practical use of Essential Oils, and we now know that the fragrant pharmacy contains compounds with an extremely broad range of biochemical effects. There are about three hundred essential oils in general use today by professional practitioners. Continual bombardment of viral, bacterial, parasitic and fungal contamination occurs in our body. Essential oils are a great benefit to help protect our bodies and homes from this onslaught of pathogens. Immune system needs support and these essential oils can give the required endorsement. [1] Steam distillation is used in the extraction of Essential Oil from the plant material. It is a special type of distillation or a separation process for temperature sensitive materials like oils, resins, hydrocarbons, etc. which are insoluble in water and may decompose at their boiling point. The fundamental nature of steam distillation is that it enables a compound or mixture of compounds to be distilled at a temperature substantially below that of the boiling point(s) of the individual constituent(s). Essential Oil contains components with boiling points up to 200 °C or higher temperatures. In the presence of steam or boiling water, however, these substances are volatilized at a temperature close to 100 °C, at atmospheric pressure. [2] Analysis of Essential Oil is done by using Gas Chromatography with Mass Spectrometer. The qualitative and quantitative analysis is done to know the constituents in the oil and the percentage of components present in the oil respectively, by doing so we can know the purity of that particular oil. [3] CHAPTER 2:  LITERATURE REVIEW It is estimated that there are 250,000 to 500,000 species of plants on Earth. A relatively small percentage (1 to 10%) of these is used as foods by both humans and other animal species. It is possible that even more are used for medicinal purposes (Moerman, D. E. 1996). Moerman (1996) reported that while 625 species of plants have been used by various Native American groups as food, 2,564 have found use as drugs. According to his calculations, this leaves approximately 18,000 species of plants which were used for neither food nor drugs. [4] Plant oils and extracts have been used for a wide variety of purposes for many thousands of years (Jones 1996). These purposes vary from the use of rosewood and cedar wood in perfumery, to flavoring drinks with lime, fennel or juniper berry oil, and the application of lemongrass oil for the preservation of stored food crops. In particular, the antimicrobial activity of plant oils and extracts has formed the basis of many applications, including raw and processed food preservation, pharmaceuticals, alternative medicine and natural therapies. Since ancient times, herbs and their essential oils have been known for their varying degrees of antimicrobial activity. More recently, medicinal plant extracts were developed and proposed for use in food as natural antimicrobials. 2.1 DEFINITION: An essential oil is a concentrated, hydrophobic liquid containing volatile aroma compounds from plants. Essential oils are also known as volatile, ethereal oils or aetherolea, or simply as the oil of the plant from which they were extracted, such as oil of clove. Oil is essential in the sense that it carries a distinctive scent, or essence, of the plant. [5] Essential oils are frequently referred to as the life force of plants. These essential oils are extracted from flowers, leaves, stems, roots, seeds, bark, and fruit rinds. The amount of essential oils found in these plants can be anywhere from 0.01 percent to 10 percent of the total. These oils have potent antimicrobial factors, having wide range of therapeutic constituents. These oils are often used for their flavor and their therapeutic or odoriferous properties, in a wide selection of products such as foods, medicine, and cosmetics. Only pure oils contain a full spectrum of compounds that cheap imitations simply cannot duplicate. [5] 2.2 CHEMICAL CONSTITUENTS OF ESSENTIAL OILS: An Essential Oil contains more than 200 chemical components, but some are many times more complex. Essential oils consist of chemical compounds which have hydrogen, carbon and oxygen as their building blocks. They can be essentially classified into two groups: Volatile fraction: Essential oil constituting of 90-95% of the oil in weight, containing the monoterpene and sesquiterpene hydrocarbons, as well as their oxygenated derivatives along with aliphatic aldehydes, alcohols, and esters. Nonvolatile residue: This comprises 1-10% of the oil, containing hydrocarbons, fatty acids, sterols, carotenoids, waxes, and flavonoids. However the properties of these components can change. For example, the components from the oils extracted from plants can change according to how, when and where these plants are grown and harvested. [6] The constituents can be again subdivided into 2 groups, such as the hydrocarbons which are made up of mostly terpenes and the oxygenated compounds which are mainly alcohols, aldehydes, esters, ketones, phenols and oxides. Some of the common components are listed below along with their properties. Alcohols: Alcohols are generally considered safe and have a very low or totally absent toxic reaction in the body or on the skin and so can be used on children. They are extremely useful due to their antiviral, antibacterial and antiseptic properties. Alcohols are present either as a free compound or combined with a terpene or ester and are found in ylang -ylang and lavender as linalool, geraniol in geranium and palmarosa and citronellol found in rose, lemon and eucalyptus. Other alcohols include menthol, nerol and benzyl alcohol. Alderhydes: Alderhydes are found in lemon-scented oils such as Melissa, lemon verbena, citronella etc. and include citral, citronellal and neral. They generally have sedative qualities with specific antiseptic properties. Other known alderhydes include benzaldehyde, cinnamic alderhyde and perillaldehyde. Essential oils containing alderhydes are helpful in treating inflammation, Candida and viral infections. [6] Hydrocarbon: Building blocks of Essential Oil are hydrogen and carbon. Basic Hydrocarbon found in plants is isoprene having the following structure. (Isoprene) Terpenes: These components generally have names ending with ene. Some of them are limonene, pinene, piperene, camphene etc. These components act as an antibacterial, antiviral, anti-inflammatory, antiseptic, antiviral and bactericidal. These are further categorized into monoterpene, sesquiterpene and diterpenes. When two of the isoprene units are joined head to tail, the result is a monoterpene, when three are joined, its a sesquiterpene and similarly four linked isoprene units are diterpenes. Monoterpene [C10H16]: Monoterpene are naturally occurring compounds, the majority being unsaturated hydrocarbons (C10).But some of their oxygenated derivatives such as alcohols, Ketones, and carboxylic acids known as monoterpenoids. (Limonene) (Menthol) Two isoprene units are present in these branched-chain C10 hydrocarbons and are widely distributed in nature with more than 400 naturally occurring monoterpenes. Moreover, besides being linear derivatives (Geraniol, Citronellol), the monoterpenes can be cyclic molecules (Menthol Monocyclic; Camphor bicyclic; Pinenes (ÃŽÂ ± and ÃŽÂ ²) Pine genera as well. Thujone (a monoterpene) is the toxic agent found in Artemisia absinthium (wormwood) from which the liqueur absinthe, is made. Borneol and camphor are two common monoterpenes. Borneol, derived from pine oil is used as a disinfectant and deodorant. Camphor is used as a counterirritant, anesthetic, expectorant, and antipruritic, among many other uses. Sesquiterpene: Sesquiterpenes are biogenetically derived from farensyl pyrophosphate and in structure may be linear, monocyclic or bicyclic. They constitute a very large group of secondary metabolites, some having been shown to be stress compounds formed as a result of disease or injury. These are having properties like anti-inflammatory, anti-septic, analgesic and anti-allergic. Sesquiterpene Lactones: These are available as farnesene in chamomile and lavender. They not only have proved to be of interest from chemical and chemotaxonomic point of view, but also possess many antitumor, anti-leukemia, cytotoxic and antimicrobial activities. Chemically the compounds can be classified according to their carboxylic skeletons; thus, guaianolides, pseudoguaianolides, eudesmanolides, eremophilanolides, xanthanolides, etc. can be derived from the germacranolides. Structural features of all these compounds are associated with much of the biological activity. For example beta-caryophyllene in basil and black pepper Diterpenes: Isoprene has been an integral part in most of the components as there are four isoprene units in Diterpenes. By Stem Distillation method we cannot detect Diterpenes as this molecule is too heavy to allow for evaporation, so it is rarely found in distilled Essential Oils. Diterpenes occur in all plant families and consist of compounds having a C20 skeleton. There are about 2500 known Diterpenes that belong to 20 major structural types. Derivatives of Diterpenes are plant hormones Gibberellins and phytol occurring as a side chain on chlorophyll. The biosynthesis occurs in plastids and interestingly mixtures of monoterpenes and diterpenes are the major constituents of plant resins. In a similar manner to monoterpenes, Diterpenes arise from metabolism of geranyl geranyl pyrophosphate (GGPP). Therapeutically Diterpenes have limited importance and are used in certain sedatives (coughs) as well as in antispasmodics and anxiolytics. Alcohols: Naturally Alcohols exist either as a free compound or combined with a terpenes or ester. When terpenes are attached to an oxygen atom, and hydrogen atom, the result is an alcohol. When the terpene is monoterpene, the resulting alcohol is called a monoterpenol. Alcohols are not and are suitable to body or skin. Therefore, they are considered safe to use. Some of these properties are anti-septic, anti-viral, bactericidal and germicidal. Some of the examples are linalool found in ylang-ylang and lavender, geraniol in geranium and rose and nerol in neroli. Aldehydes: Aldehyde containing Essential Oils are effective in treating candida and other fungal infections. Some of these properties are anti-fungal, anti-inflammatory, anti-septic, anti-viral, bactericidal, disinfectant, and sedative. Aldehydes are present as citral in lemon, Citronellal in lemongrass, lemon balm and citrus eucalyptus. Acids: Generally Organic acids are found in very small quantities in their free state within Essential Oils. Plant acids act as components or buffer systems to control acidity. These also act anti-inflammatory. Examples are cinnamic and benzoic acid in benzoin, Citric and lactic. Esters: Esters are formed through the reaction of alcohols with acids. Essential oils containing esters are used for their soothing, balancing effects. Because of the presence of alcohol, they are effective antimicrobial agents. Medicinally, esters are characterized as antifungal and sedative, with a balancing action on the nervous system. They generally are free from precautions with the exception of methyl salicylate found in birch and wintergreen which is toxic within the system. Examples are linlyl acetate in bergamot and lavender and Geranyl formate in geranium. Ketones: Ketones found in plants are used for upper respiratory complaints. They assist the flow of mucus and ease congestion. Essential oils containing ketones are beneficial for promoting wound healing and encouraging the formation of scar tissue. Ketones are (not always) very toxic. The most toxic ketone is Thujone found in mugwort, sage, tansy, thuja and wormwood oils. Other toxic ketones found in essential oils are pulegone in pennyroyal, and pinocamphone in hyssops. Some non-toxic ketones are jasmone in jasmine oil, fenchone in fennel oil, carvone in spearmint and dill oil and menthone in peppermint oil. Lactones: Lactones are known to be particularly effective for their anti-inflammatory action, possibly by their role in the reduction of prostaglandin synthesis and expectorant actions. Lactones have an even stronger expectorant action than ketones. [Previous thesis] 2.3 ADVANTAGES OF ESSENTIAL OIL: AROMATHERAPHY: Aromatherapy is a form of alternative medicine that uses volatile plant materials, known as essential oils, and other aromatic compounds for the purpose of altering a persons mood, cognitive function or health. Science has discovered that our sense of smell plays a significant role in our overall health. Since ancient times Essential Oils have been used in medicine because of their medicinal properties, for example some oils have antiseptic properties. In addition, many have an uplifting effect on the mind, though different essential oils have different properties. Working of Essential Oil in Aromatherapy: when Essential Oil is inhaled it goes directly from olfactory system to limbic system of the brain. Brain responds to the particular scent affecting our emotions and chemical balance. Essential Oils also absorbed by the skin and carried throughout the body via the circulatory system to reach all internal organs. We can be benefited by choosing carefully the desired and suitable oils which can promote overall health. Benefits depend upon the unique nature of each persons response to an aromatic stimulus. [1] Importance of Essential Oil in pharmaceutics: Essential Oils have versatile applications in pharmaceutics. Some of the applications are listed below. Antiseptics: The antiseptic properties of Essential Oil make them active against wide range of bacteria as on antibiotic resistant strains. In addition to this they are also against fungi and yeasts. The most common sources of essential oils used as antiseptics are: Cinnamon, Thyme, Clover, Eucalyptus, Culin savory, Lavender. Citral, geraniol, linalool and thymol are much more potent than phenol. [1] Expectorants and diuretics: When used externally, essential oils like (Lessence de terebenthine) increase microcirculation and provide a slight local anesthetic action. Till now, essential oils are used in a number of ointments, cream and gels, whereby they are known to be very effective in relieving sprains and other articular pains. Oral administration of essential oils like eucalyptus or pin oils, stimulate ciliated epithelial cells to secrete mucus. On the renal system, these are known to increase vasodilation and in consequence bring about a diuretic effect. Spasmolytic and sedative: Essential oils from the Umbellifereae family, Mentha species and verbena are reputed to decrease or eliminate gastrointestinal spasms. These essential oils increase secretion of gastric juices. In other cases, they are known to be effective against insomnia. METHODS OF EXTRACTION: The following are the methods of extraction of Essential Oil and their drawbacks. 2.4.1 Solvent-Extraction: In the Solvent-Extraction method of Essential Oils recovery, an extracting unit is loaded with perforated trays of essential oil plant material and repeatedly washed with the solvent. A hydrocarbon solvent is used for extraction. All the extractable material from the plant is dissolved in the solvent. This includes highly volatile aroma molecules as well as non-aroma waxes and pigments. The extract is distilled to recover the solvent for future use. The waxy mass that remains is known as the concrete. The concentrated concretes are further processed to remove the waxy materials which dilute the pure essential oil. To prepare the absolute from the concrete, the waxy concrete is warmed and stirred with alcohol (ethanol). During the heating and stirring process the concrete breaks up into minute globules. Since the aroma molecules are more soluble in alcohol than the waxes, an efficient separation of the two results. This is not considered the best method for extraction as the solvents can leave a small amount of residue behind which could cause allergies and effect the immune system. 2.4.2 Maceration: Maceration actually creates more of infused oil rather than an Essential Oil. Plant matter is soaked in vegetable oil, heated and strained at which point it can be used for massage. This method is not desirable because it changes the composition of oil. 2.4.2 Cold Pressing: This method is used to extract the Essential Oils from citrus rinds such as orange, lemon, grapefruit and bergamot. This method involves the simple pressing of the rind at about 120 degrees F to extract the oil. The rinds are separated from the fruit, are ground or chopped and are then pressed. The result is a watery mixture of essential oil and liquid which will separate given time. Little alteration from the oils original state occurs these citrus oils retain their bright, fresh, uplifting aromas like that of smelling a wonderfully ripe fruit. The drawback of this method is, oils extracted using this method have a relatively short shelf life. 2.4.3 Effleurage: This is one of the traditional ways of extracting oil from flowers. The process involves layering fat over the flower petals. After the fat has absorbed the essential oils, alcohol is used to separate and extract the oils from the fat. The alcohol is then evaporated and the Essential Oil is collected. 2.4.4 Super Critical CO2 Extraction: Supercritical CO2 extraction (SCO2) involves carbon dioxide heated to 87 degrees F and pumped through the plant material at around 8,000 psi, under these conditions; the carbon dioxide is likened to a dense fog or vapor. With release of the pressure in either process, the carbon dioxide escapes in its gaseous form, leaving the Essential Oil behind. The usual method of extraction is through steam distillation. After extraction, the properties of a good quality essential oil should be as close as possible to the essence of the original plant. The key to a good essential oil is through low pressure and low temperature processing. High temperatures, rapid processing and the use of solvents alter the molecular structure, will destroy the therapeutic value and alter the fragrance. 2.4.5 Turbo Distillation Extraction: Turbo distillation is suitable for hard-to-extract or coarse plant material, such as bark, roots, and seeds. In this process, the plants soak in water and steam is circulated through this plant and water mixture. Throughout the entire process, the same water is continually recycled through the plant material. This method allows faster extraction of essential oils from hard-to-extract plant materials. Dr.A.Sahoo et al have studied that Steam Distillation is a special type of distillation or a separation process for temperature sensitive materials like oils, resins, hydrocarbons, etc. which are insoluble in water and may decompose at their boiling point. The temperature of the steam must be high enough to vaporize the oil present, yet not so high that it destroys the plants or burns the essential oils. The experiment has been carried out for the extraction of oil from Eucalyptus which has high essential oil content. Such Eucalyptus essential oil, which have been used as perfume and chemical raw materials for a long time, are now been studied as renewable sources of energy. G. Anitescu et al have studied that ripe fruits of Coriander sativum L. were extracted by steam distillation and by supercritical fluid extraction (SFE), using CO2 in a two-stage separation system. An inexpensive thermal expansion procedure for supercritical fluid delivery has been developed. The identification of components was performed by gas chromatography and mass spectrometry (GC ±MS). The percentage composition of the 40 identified compounds was compared with the composition of commercial coriander oil extracted by hydro distillation. Roy Teranishi et al have studied that system combines steam distillation and liquid-liquid extraction to recover volatiles from fats and oils. Oil is pumped in at the top of a spinning-band distillation column, in which the oil is heated to100 C and spread to a thin film. As the oil film drops down to the pot, steam, which is introduced at the bottom, travels upward to strip the volatiles from the oil. The steam distillate is extracted in a liquid-liquid extractor incorporated in the system, and the extracted water is recycled as steam. Stripped oil in the pot serves as a liquid seal to force steam up the column. The level of the oil in the pot is maintained automatically by an overflow system. Many liters of oil can be pumped through this system to be stripped of volatiles by steam. The volatiles can be isolated easily from the small amount of solvent recycled in the liquid-liquid extractor. Referring to the above literature review, it was found that Steam Distillation method is an appropriate and economical method for extraction of Essential Oil. 2.4.6 Extraction of Essential Oils Using Steam distillation Method: Steam distillation is a special type of distillation or a separation process for temperature sensitive materials like oils, resins, hydrocarbons, etc. which are insoluble in water and may decompose at their boiling point. The fundamental nature of steam distillation is that it enables a compound or mixture of compounds to be distilled at a temperature substantially below that of the boiling point(s) of the individual constituent(s). Essential oils contain substances with boiling points up to 200 °C or higher temperatures. In the presence of steam or boiling water, however, these substances are volatilized at a temperature close to 100 °C, at atmospheric pressure. Fresh, or sometimes dried, botanical material is placed in the plant chamber of the still and the steam is allows to pass through the herb material under pressure which softens the cells and allows the Essential Oil to escape in vapor form. The temperature of the steam must be high enough to vaporize the oil present, yet not so high that it destroys the plants or burns the Essential Oils.  Besides the steam tiny droplets of Essential Oil evaporates and travel through a tube into the stills condensation chamber. Here Essential Oil vapors condense with the steam.   The essential oil forms a film on the surface of the water.  To separate the Essential Oil from the water, the film is then decanted or skimmed off the top.  The remaining water, a byproduct of distillation, is called floral water, distillate, or hydrosol. It retains many of the therapeutic properties of the plant, making it valuable in skin care for facial mists and toners (A solution containing chemicals that can c hange the color of a photographic  print).   In certain situations, floral water may be preferable to be pure essential oil, such as when treating a sensitive individual or a child, or when a more diluted treatment is required. Rose hydrosol, for example, is commonly used for its mild antiseptic and soothing properties, as well as its pleasing floral aroma. A number of factors determine the final quality of a steam distilled essential oil. Apart from the plant material, most important are time, temperature and pressure, and the quality of the distillation equipment. Essential oils are very complex products. Each is made up of many, sometimes hundreds, of distinct molecules which come together to form the oils aroma and therapeutic properties. Some of these molecules are fairly delicate structures which can be altered or destroyed by adverse environmental conditions. So, much like a fine meal is more flavorful when made with patience, most oils benefit from a long, slow cooking process. It is possible that longer distillation times may give more complete oil. It is also possible however, that longer distillation time may lead to the accumulation of more artifacts than normal. This may have a curious effect of appearing to improving the odor, as sometimes when materials that have a larger number of components are sniffed, the perception i s often of slightly increased sophistication, added fullness and character, and possibly, and extra pleasantness. Advantages of using Steam Distillation: The advantage of Steam Distillation is that it is a relatively cheap process to operate at a basic level, and the properties of oils produced by this method are not altered. As steam reduces the boiling point of a particular component of the oil, it never decomposes in this method. This method apart from being economical, it is also relatively faster than other methods. CHAPTER 3:  EXPERIMENTAL WORK 3.1 Experimental Setup: The schematic diagram of experimental setup is shown below. The experiment was conducted in a Clevengers Apparatus. Apparatus consist of one round bottom flask of 1000ml which is connected with another two way round flask which holds raw material. The top flask is connected with condenser through the connecter. The separating funnel is used for the separation of essential oil and water. 3.2 Experimental Procedure: Fresh leaves (rosemary) or bark (cinnamon) are cut into pieces less than 2 X 2 cm within half a day after collection and 150-200 g boiled with 500 ml of distilled water in a Clevenger apparatus until oil distillation ceased after 5-6 h. The volume of essential oils was determined from a calibrated trap. The essential oils in the distillate were dried over anhydrous Na2SO4 and kept in the freezer. 3.3 Analysis of Essential Oils: Analysis of Essential Oil was done using Gas Chromatography with Mass spectrometer to know the composition of oil and to the quantity of each composition. 3.3.1 Gas Chromatography-Mass Spectrometer: Gas Chromatography-Mass Spectrometry (GC-MS) is a method that combines the features of gas-liquid chromatography and mass spectrometry to identify different substances within a test sample. Applications of GC-MS include drug detection, fire investigation, environmental analysis, explosives investigation, and identification of unknown samples. Additionally, it can identify trace elements in materials that were previously thought to have disintegrated beyond identification. [7] Instrumentation: The GC-MS is composed of two major building blocks: the gas chromatograph and the mass spectrometer. The gas chromatograph utilizes a capillary column which depends on the columns dimensions (length, diameter, film thickness) as well as the phase properties (e.g. 5% phenyl polysiloxane). The difference in the chemical properties between different molecules in a mixture will separate the molecules as the sample travels the length of the column. The molecules take different amounts of time (called the retention time) to come out of (elute from) the gas chromatograph, and this allows the mass spectrometer downstream to capture, ionize, accelerate, deflect, and detect the ionized molecules separately. The mass spectrometer does this by breaking each molecule into ionized fragments and detecting these fragments using their mass to charge ratio. These two components, used together, allow a much finer degree of substance identification than either unit used separately. It is not possible to make an accurate identification of a particular molecule by gas chromatography or mass spectrometry alone. The mass spectrometry process normally requires a very pure sample while gas chromatography using a traditional detector (e.g. Flame Ionization Detector) detects multiple molecules that happen to take the same amount of time to travel through the column (i.e. have the same retention time) which results in two or more molecules to co-elute. Sometimes two different molecules can also have a similar pattern of ionized fragments in a mass spectrometer (mass spectrum). Combining the two processes makes it extremely unlikely that two different molecules will behave in the same way in both a gas chromatograph and a mass spectrometer. Therefore when an identifying mass spectrum appears at a characteristic retention time in a GC-MS analysis, it typically lends to increased certainty that the analyte of interest is in the sample. [7] 3.4 Experimental Observation: Experiment had been conducted using different plant materials at different temperatures and time of heating, keeping pressure constant (atmospheric pressure). CHAPTER 4:  RESULTS AND DISCUSSION 4.1 Inferences: Volume of Essential Oil obtained from a particular plant material was different for different temperatures and at a particular temperature for different time of heating. Volume of Essential Oil obtained is less in comparison to hydrosol of the same plant material. Its variation along with temperature and time of heating is shown in graphs drawn below. 4.1.1 Graph showing variation of Volume of Essential Oil against Temperature, obtained from Orange peels. From the graph we can observe that volume of Essential Oil obtained from orange peels is almost increasing linearly with Temperature, if we ignore the slight decline in volume at 900C. The decline may be due to leakage of vapor during Steam Distillation or because of improper decantation. 4.1.2 Graph showing variation of Volume of Essential Oil against Temperature, obtained from Eucalyptus leaves. From the above graph we can observe that volume of Essential Oil obtained is negligible before the components of the oil reach to their boiling

Resource Based View Of Strategy

Resource Based View Of Strategy This report is based on a detailed case study analysis the acquisition of Abbey done by Santander in UK financial sector. During the analysis, the student will use tools such as PESTEL, Porter Five Forces, Generic Strategy, Ansoff Matrix to analyse and evaluate if Santanders move to acquire Abbeys bank was a successful approach. However, the student will propose strategic orientations and options so that Santander resolves around the issues identified from an inside out perspective as well as from the consumer orientated perception. 1-Introduction When analysing the student starts by defining the terms of strategy used by different authors from the position school, from an inside out perspective and from an outside in perspective to identify a standing point of how are the different and contradictory strategies applicable to Santander case study. Secondly, the definitions of strategy will help the student guide himself towards recognizing Santanders market position and dynamics. Hence, applicable strategies viewpoints are mentioned below. 1.1-Deliberate vs. Emergent Decisions According to H. Mintzberg and J. A. Waters (1994), the concept of strategy comes from 2 processes the planned strategy process and the emergent strategy process. In the planned strategy, targets are very clear, straightforward and then converted into actions. In the emergent strategy, judgments appear from negotiating, opportunity and positive feedback. Mintzberg says that a strategy emerges overtime and an organization might start with a viewpoint and sum that it calls for a certain position, which is to be accomplished by way of a cautiously constructed plan. In addition, instead of saying that one strategy is better than the other, the authors claim that what is best depends on the nature of the organization. [4][The rise and fall of strategic planning, 1994] This concept is clearly justified within the case study. Under the management of the CEO Francisco Gomez Roldan, Santander planned to revolutionize the company by implementing a three year plan which consisted in implementing a new operational model, rebuilding Abbeys sales competences ,and the development of an independent commercial bank. Later, an emergent strategy was then applied by the new CEO Antonio Horta Osorio who emphasized the concept of Five Themes: efficiency, service quality, customer loyalty and teamwork meritocracy. 1.2-Resource Based View of Strategy The Resource Based View model approach says that a company resource is its main source of sustainable competitive advantage in the market which competes as well as the strategic choice made by management. RBV strategy objective is to develop its internal resources to meet the demands of the market (inside-out strategy). Barney (1986) claims that developing a match between the firms resources and the success factors in the industry, is a demanding task and the success of the match is a function of the accuracy of managerial expectations about the value of strategy. [3][ David J. Teece, Strategic Management Journal] When justifying the statement above, the student found that the resource based view strategy is applicable to Santander case study because, one of the main strategies of Abbey was to diversify into new markets, rebuild its internal dynamic capabilities, and focus on efficiency by delivering a new IT Platform which could be assumed to be a rare resource within its market, as well as to reduce costs and cut down its internal processes in order to drive the company forward. Also, the complexity of the overall management role is such that good quality, top management, in itself is a potential source of competitive advantage (Castanians and Helfat, 1991). [3][David J. Teece, Strategic Management Journal] 2-Industries and Markets In order to identify the industries and the markets where Santander competes, the student must explain the core operation of Abbey before and after Santander acquisition. Previously, Abbeys three main business divisions consisted of the Personal Finance Services division which included Banking and Savings (mortgages, savings accounts, current accounts and unsecured loans), Investment and Protection (life and health protection, investment and pensions products), and General Insurance. The Treasury Service division was accountable for the liquidity and capital management activities of Abbey, while the Portfolio Business Unit deals with businesses considered for divestiture.[6][Santander (D)Transformation and Growth in the UK] In the future, its retail division consists of sales productivity, customer and savings retention, cross sales and the exploitation of new growth opportunities. The Insurance and Asset Management division comprised the legacy insurance business of Abbey and the asset management business. The third division Abbey Financial Market covered activities in derivatives and structure products as well as short term markets. .[6][Santander (D)Transformation and Growth in the UK] As described above, the student is now able to mention that Santander is competing in the financial services industry sector along with its competitors which are Barclays, HSBC, HBOS, and LTSB, Insurance Companies and retail supermarkets such as Tesco. Its sales come from the management of peoples money and other businesses. Santander is a retail and commercial private bank with numerous branches in the UK, Europe, and South America. With the acquisition of Abbeys Bank, Santander found itself a major player in mortgages, savings and protection. These represent the solid market position where Santander competes. 3-Overview market analysis According to Santander (D) Transformation and Growth in the UK, Santander is presently one of the largest banks in the UK market, and has one of the lowest rates of the market. With the acquisition of Abbeys bank and with the implementation of the three year plan, Santander has grown dramatically in terms of size and value. This strategic move was very important in order to gain market share and get access to new customer segments. In order to forecast revenue growth Santander started to offer a full scale commercial bank divided into three categories: core business, under presented markets and new opportunities. In the core business Santander aimed for lending market share exceeding 10% from 2006 for the mortgages segment. In the under-represented markets Abbey boost it sales to win 10% share of new bank accounts due to the aggressive campaigns to win higher customer value in cross sales initiatives and the development of a premium bank service. The entry into a new market to exploi t new opportunities in credit cards, consumer finance and corporate banking represented an enormous income pool but it had major competition with the big 5 seen in Exhibit 3, 4, 5 and 6 from the [Santander (D) Transformation and Growth in the UK].[6] 3.1-Structure and Dynamics Porters five forces is a model that helps identify the attractiveness of five competitive forces: the threat of entry, the threat of substitutes, the power of buyers, the power of suppliers and the extent of rivalry between competitors. These five forces together constitute an industry structure and an analysis of its market dynamics. The student is using this model to identify issues in a wider scope. Some issues mentioned in the model are not only relevant for the service oriented businesses but also for the banking sector. Within the time frame of the Santander analysis case study, a constant evaluation is required in order to avoid being myopic within the results presented. According to Michael Porter (1980), a business has to recognize the dynamics of its industries and markets in order to compete successfully in the market. [9][Competitive Strategy: Techniques for analysing industries and competitors] 3.1.1-Causes of supplier power In the case of the bargaining suppliers power, information technology plays a major role in the functioning of the bank. Santander had stopped all pending IT projects of Abbeys bank in order to integrate a full complete System of the Partenon (it is a platform that allows the incorporation of a global data centre which could be moved across any market, also allows the launch of new products with minimal lead time). From 2006 to 2007 the roll out of Partenon reconfigured the all Abbeys infrastructure including a new communication branch network. Partenon was a necessary investment that reduced massive costs in the first two years.[6][Santander (D) Transformation and Growth in the UK] The student assumes that a major supplier is IBM as the database that hold the customers information runs on IBM middleware and so the bargaining power is present as all systems must be operating at all times. Therefore IBM can bargain, because it is being realized an optimal service in keeping the system on. Santander reliance on a single IT system does not provide risks as the acquisition of other banks in different business processes and markets. 3.1.2-Factors of buyer power The bargaining power of customers is very high, due to customers having many options in choosing which bank they should go to. Moreover, the products provided by Santander are very important for their customers but not necessary crucial as there are similar products being offered within their competitors. 3.1.3-Threats of new entrants The threats of new entrants in the financial UK industry sector are very low, since large banks (Barclays, HSBC, and HBOS) have strong market position and many years of experience. Therefore, the cost of entrance in this sector is very high as new entrants will have to gain customers confidence and loyalty in order to establish themselves. Also, the distribution channels are controlled by existing players as the governments regulations are severe to approve new entrants. 3.1.4-Threats of substitutes There is a high level of substitutes providing different products and low prices as compared to the major players in this industry, some banks have improved performance constraints for the same products provided by Santander. Futhermore, it is hard to gain new customers because brand image and its loyalty are very important in the UK market (e.g. the internet is substitute). However, Santanders strategy in regards to its prices to conquer new customer segments using different sales strategies is very effective and Santander is a leading organization with this unique sales capabilities and efficiency. 3.1.5-Rivalry among Existing firms According to the diagrams provided in the Santander (D) Transformation and Growth in the UK case study, competition is intense in this particular industry because banks have similar offering in terms of the value for the money, margins and cost-effectiveness in the long term for different businesses. Barclays , HSBC, RBOS, LTSB, Insurance Companies, Retail Supermarkets such as Tesco are Santanders main competitors and these companies have similar strategies as well as few differentiation between the products offered from each bank, consequently there is more competition in terms of price than anything else. On the other hand, the financial service industry sector is very sensitive to the economic cycles. At the time when Santander case study was written, Bank of Santander was an industry frontrunner due to its knowledge and financial strengths. As an industry leader, it is problematic for other retail banks to compete against, which lessens businesses and risk investment. With the acquisition of Abbey, Santander gained solid position in one of the most lucrative investment marketplaces in the world. As the bank expands rapidly, it minimizes the threat of straight rivalry and increases the profit of Santander. In addition, the student finds it necessary to link the analysis and evaluations conducted on the structure and dynamics of the competing markets using the five forces model by Porter (1980) with the critical success factors for succeeding in the financial markets. 4-Crucial success factors The idea of critical success factors as a source for deciding the information of leaders was proposed by RH Daniel as an approach that had potential to be used in the practice of assessing info units which was spread by F Rockart (1979). Basically, if a business possessed critical factors which would in the sense be associated with the factors of an organization, then the business would fail catastrophically. Furthermore, Critical Success Factor (CSFs) is determined by the satisfactory results obtained within the different SBUs (e.g. Santanders). It ensures the successful competitive performance of a business. [2][David Aaker, Strategic Marketing Management] So, the student has identified critical success factors that are fundamental important for the success of Santander in the financial industry sector, they are: The managerial position of both CEOs was and still is a critical success factor for Santander business because Antonio Horta Osorio a top manager who was with Santander for over a decade and had rich experience in global banking, in fact his influence to the Santanders global banking strategy was a vision that generated growth by implementing the Five Themes (efficiency, service quality, customer loyalty, teamwork and meritocracy). So, his responsibility and the position that he has had in the Santander commercial banking is a critical success factor. Santanders resources and capabilities in the sense of where the company has positioned itself in the marketplace in order to gain market shares is a critical success factor. The different strategies implemented to cut costs, to boost sales throughout the different channels (branch network, telephones and intermediaries).The full implementation of Partenon IT infrastructure to reduce costs is also another critical success factor with major influence in the financial industry sector. The environmental changes such as Economic, regulatory, political and demographic also influence the critical success factors for business to compete in this market. [2][David Aaker, Strategic Marketing Management] 5-Differentiation Santander has a consumer oriented business model which provides higher levels of returns in its earnings and despite the difficult economic situation faced by banks lately, Santanders control and risk management principles is a different approach used by this organization to differentiate itself from its competitors. Also, Santanders reputation in terms of what they have achieved along the years it is different. For instance, in 2004 when Santander bought Abbeys bank, the investment and the turnaround or the change provided in the business was tremendously efficient and surprisingly effective. Perhaps, Santander is one of the most efficient banks in the world with a high cost to income ratio. Nevertheless, its culture and corporate structure in the retail and commercial bank sector is different in the sense that, all the branches share a common policy framework. As a whole, Santander offers bank services in a choice of currencies to its global clients. Likewise, it provides mortgages in different currencies too. A further internal analysis was conducted and the student as found important aspects to mention as Santander internal resources, competences and capabilities (see Appendix 2) plays a major role within the differentiation of the company itself. 5.1-Resources According to the Strategic Management Journal (Wiley Blackwell), resources is defined as firms specific assets that are difficult if not impossible to imitate, for example the specialized production facilities possessed by Santander. [3] [Strategic Management Journal (Wiley Blackwell)] Santander UK and other branches operate as a geographic subsidiary. They operate independently in each market, working effectively as a separate entity. Moreover, each unit manages its own capital liquidity, with its own funding sources. Broadly the whole Santander Group applies controls for all its subsidiary units which mean that they share a common policy framework in areas such as risk management, internal audit and financial management. Each unit shares practice and experiences in product development as well as the IT operational framework and a common brand. [8][Santander Supplementary Evidence, 2011] According to Santander Structure Evidence, the student draws upon the fact that in order to have a structure model that best fits the environment of retail and commercial banks, Santander must engage or work along its customers in order to provide solutions for the betterment of the client. [8][Santander Supplementary Evidence, 2011] The fact that the organization structure is part of their unique resource, Santander also possesses other means such as tangible and intangible resources (see Appendix 2). Perhaps, the IT platform Partenon is an integral resource that embodies their capabilities and competences overall. 5.2-Competences Strategic Management Journal (Wiley Blackwell) states that organization routines and core competences define the firms ultimate business as a core. Primary proficiencies must be consequent of seeing across the range of a firms (and its competitors) products and services. Specifically Santanders primary competences reside in the enhanced operations efficiency in order to increase revenues and reduce costs, as well as, the ability to expand to other markets and to improve relationship management with other banks, insurance companies and building societies. Santander is highly known for its marketing power and for the competence to deliver good value and innovative products for retail customers. [3][Strategic Management Journal (Wiley Blackwell)] 5.3-Capabilities Furthermore Leonard-Barton 1992, states that the capabilities of a firm reside on the ability to integrate, build, and reconfigure internal and external competences to address rapidly changing environments. [3][Strategic Management Journal (Wiley Blackwell)] Basically, Santanders main capability exist in delivering strong performance management by enhance retention, increase incentives for cross sales. Control and risk management is another capability that Santander possesses in order to defend its market share regardless of the prevailing conditions. Another Santander capability resides in the delivery of increased sales throughout the sales channels (the branch network, telephones and intermediaries). In fact with the acquisition of Abbey, Santander had forecasted that with their sales capabilities the staff would be able to increase productivity by 40% and an even higher figure, namely 60% was targeted in telephone based sales.[6][Santander (D) Transformation and Growth in the UK] After the identification of its internal capabilities, the students have identified sources that constitute an advantage for competing in the financial industry sector. 6-Sources of Competitive Advantage M. Porter 1980, states that competitive advantage is achieved by offering buyers better value for product either by means of lower prices or by giving better products and services which validates higher prices. Porter suggests the use of four generic business strategies which is a tool used to identify sources of competitive advantage. [9] [Competitive Strategy: Techniques for analyzing industries and competitors] Using the generic business strategy by Porter, the student has drawn below the strategy approaches that exemplify the sources of competitive advantage used by Santander. Segmentation Focus Differentiation Leadership Cost LeadershipNarrow Scope Broad Scope Uniqueness Low Cost In the figure above, you can clearly identify that Santander has more than one source of competitive advantage in the short term and long term perspectives. Differentiation Leadership- with this strategy, Santander is targeting a large market with aims to achieve competitive advantage across the whole financial industry. Basically, this strategy is regularly related by means of charging a premium price for the product. [9] [Competitive Strategy: Techniques for analyzing industries and competitors] Cost Leadership- this strategy is to become the lowest cost producer in the financial industry by reducing costs and enjoying the best profits. By doing so, Santander has cost advantage over the competition and can significantly gain market share. [9] [Competitive Strategy: Techniques for analyzing industries and competitors] For instance, Santander has the most advanced banking technologies (Partenon) and operations platforms in the finance industry, which permits it to turn cost savings efficiency into superior value for the customer. Santander is one of the utmost efficient banks in the world, with a high cost to income ratio. In addition, Santander uses customer focused management which allows closer connections and consumer retention through better quality service. However, it is necessary to identify strategic marketing issues that could possibly influence Santander in the future. 7-Macro/Micro Environmental The PESTEL framework tool was used to evaluate and identify the major macro/micro environmental issues that are affecting the business strategies of Santander as well as to measure in what way the environmental aspects may well influence business performance at present and in the forthcoming future. 7.1-Political Political Intervention in Capital Markets(threat) )(high priority) The economy controls and imposes a rising amount of regulations, the government selected regulators who can execute price controls in most of the main utilities. There are all sorts of implications regarding the political interventions such as fiscal policy used to modify the level of demand for different products and also the pattern of demand within the economy. Perhaps, over the last few years privatization in the UK economy has given to a new trend of nationalization comprising certain banks. So, Santander is on imminent pressure from this political power which could have a huge impact on the future of Santander in the UK. 7.2-Economical Eurozone Credit Crisis. (threat) )(high priority) Housing market is declining. (threat) (low priority) Eurozone credit crisis and the global recession threaten to destabilise Santanders position in financial market industry as customers are highly concerned about the debts that banks face. These uncertainties are a high priority to be resolved in the future as consumers cannot predict what will happen to the bank and their saving. So, it is necessary to ensure customers that the bank is safe from the global recession and Eurozone crisis. The housing market is downgrading in the current years as consumers have huge debts and low credit limit that they cannot afford to pay off their mortgages, therefore there is less people wanting mortgages which means that Santander will face a challenge to overcome this issue. In addition, this threat is to be resolved with low priority in the long term, the student assumes. 7.3-Social Growth in Emerging Markets (Opportunity)(low priority) Social impact of the change of brand from Abbey to Santander(threat)(high priority) According to Santander (D) Transformation and Growth in the UK case study, Santander saw an opportunity to make profits from the corporate banking market. The reason is that Abbey lacked business loans and fee earnings products that restrained a corresponding growth in earnings. In the long run, Santander would benefit from building particular product areas on standalone basis both organically and by small acquisitions. With the acquisition of Abbey, Santander radical change of its brand could have an enormous impact on the culture of the organization as well as on its customers. The reason is that a sudden change on an iconic image that Abbey had to the new logo of Santander causes confusing among the customers as it is a threat for the organization itself to lose customers for other banks. In reality, this sudden change of the brand is a marketing crime the student thinks, as basically Santander is trying erase the past of Abbey and implement its new way of business. This is an important issue that must be resolved with high priority as Santander can lose confused and unsatisfied customers to its competitors. Also, it is a must to resolve this issue with an influence to bring in new identity and culture so that the staff does not become unclear of their position in the organization. 7.4-Technological Online banking (Opportunity) (high priority) Credit card expansion (Opportunity)(high priority) According to Santander (D) Transformation and Growth in the UK case study, Santander Bank has gone through several integrations in the latest years, with the acquisition of Abbeys bank and the expansion to other markets in South America. Online bank is within the highest priorities as to keep customers loyal to Santander and to keep customers satisfied and safe as online banking is an investment to provide greater value product service. Santander had a huge opportunity to make enormous profits in the Credit Card market in a short period of time. Santander in 2006 launched a plan to tackle its current customers base and guard in the UK with solid innovative product offerings.[6][Santander (D) Transformation and Growth in the UK] 7.5-Legal Money Laundering. (threat) (high priority) Money Laundering is an issue faced by all major financial services as the UK government must ensure that all customers are safe and to fight against financial crime. In addition, Santander must be at all times(present and future) aware of this threat which if found guilty of laundering money , its reputation will be demolished and the consumers will not trust the bank to put their saving in Santanders bank. In addition, Santander is regulated by the United Kingdoms Financial Services Authority (the FSA) under the Financial Services and Markets Act 2000(the Act) as Santander must comply with UKs money laundering and countering terrorist financing regime to prevent this issue from happening.[1][Anti money laundering and counter terrorist financing] After a PESTEL analysis conducted on the strategic marketing issues facing Santander, the student developed two strategic options that could be implemented in order to tackle some of the issues identified in the PEST analysis. 8-Strategic Options Developed There are several business strategy alternatives that are commonly used and that have led to the success and survival of many organizations in long period of time from which some knowledge and perception are accessible. So, the student draws upon some strategic options that are considered for on-going investment, assurance and programmatic management overtime, as well as the culture and the values that the organization need to support the strategic options chosen. The strategic options are: being global and customer relationship management. 8.1-Being Global The global strategy is mostly established by organizations that find it essential to compete successfully with other firms over an international perception in which the interrelationships between country markets are drawn on to form collaborations, economies of scale, strategic flexibility and prospects to influence insights, programmes and production economies. For instance, a product or service established in one marketplace could be used in another, or a price advantage can be an effect from economies of scale created by the global market. In addition, operating in numerous countries can lead to better flexibility as well as significant sustainable competitive advantage. [2][David Aaker, Strategic Market Management] For instance, HSBC is a global financial corporation, IKEA is a global retail company, and Luis Vuitton is a global fashion brand which means that being global provides purposeful benefits in a way that the customers can access the services of HSBC or buy Louis Vuitton goods everywhere. So, being global would ultimately provide reputation and reassurance that the firm has the business abilities to compete effectively internationally. [2][David Aaker, Strategic Market Management] 8.2-Customer Relationship Management The main idea of customer relationship is that cost-effectiveness could be appreciated if enduring and valuable relationships are formed among companies and their consumers, whereas loyalty as always been the front of industry rational, two trends have been the core of implementing this strategy. Fred Reicheld, Don Pepers and Martha Rogers (1980) stimulated the view that costs can be reduced and profits maximised if customers are marketed directly as well as the IT infrastructures such as database management, data mining and web based services could be tools that help with the interactivity with mass customization. [2][David Aaker, Strategic Market Management] For instance, Manchester City football Club is world renowned for the support they receive from their fans. Man city faced problems with increasing salaries and transfer fees as they needed to maximise their revenue. So, that club tackle these issues by managing its customer relationships in a more sophisticated way to meet its financial challenges. The club implemented a smartcard system where fans could book tickets over the phone and on the internet as well as to purchase the club goods using the smartcard. This system justifies how the management of customer relationships is a strength influenced by technology and how useful it is to tackle most issues within organizations using customer relationship management. [2][David Aaker, Strategic Market Management] In addition, a further analysis was conducted on Santanders marketing strategy as well as strategic orientations proposed to be implemented in the long term and short term aspects. 8.3-Marketing Strategy According to Market Orientation Article , a firm which is characterized as market oriented could have: developed an appreciation that understands present and potential customer needs is fundamental to providing superior customer value; encouraged the systematic gathering and sharing of information regarding present and potential customers and competitors as well as other related constituencies; organization wide priority to respond to changing customer needs and competitor activities in order to exploit opportunities and circumvent threats (Hunt and Morgan,1995; Kohli and Jaworki,1990; Narver and Slater,1990).[7][Market orientation and dimensions of strategic orientation] To justify the definition above, Santander is very much market oriented company, as most of their strategy is to develop products that cater to the needs of their clients. Initially Santander bought Abbey for a clear reason that they had a total of 18 million customers and a strong brand. For instance, Santander expertise in sales brought a convincing sales strategy to rebuild Abbeys sales capabilities by implementing new sales channels which generated business and increased productivity by 40%. Moreover, to boost revenue growth Santander segmented the product range in order to be adaptable in the increasingly competitive climate. Within the deployment of its new product range, the company used the sales channels to advertise the products as items that clients