Point of Care Testing Clinical Issues Assignment

Point of Care Testing Clinical Issues - Assignment Example The victims are majorly the young and part of the adult population. This problem is relevant in the world of healthcare service provision. The reason for its relevance is the fact that its ever-increasing prevalence and incidence rates warrant immediate clinical intervention. Therefore, to get rid of the health complications brought about by obesity, and to counter the prevalence of the problem, the appropriate healthcare action must be taken (Hain & Kear, 2015). EBP is an analytical and problem solving-approach on matters pertaining to healthcare. The approach is based on evidence or proof that is obtained from the analysis of available patient records or results from previous studies. This is a procedural process that must involve the relevant clinical expertise and the patients’ preferences. There are seven basic steps in the EBP clinical problem-solving approach.This is the initial step of the EBP. It involves the medical practitioners being persistently inquisitive. The questions that require answers are formulated because they are the basis of the impending problem. In this case, the identified problem is obesity among the American population. The series of questions keep the healthcare personnel aware of diverse ways of dealing with the problem and how to improve their practice to ensure that the desired results are obtained. Therefore, some of the possible questions, in this case, would be: A PICOT question structure is composed five questioning formats. Questions are formulated based on the population dynamics like age, Intervention, comparison with other interventions, the outcome of the intervention and the timeframe. For instance, the focus here is on obesity. The relevant PICO question format may appear in a set of specific sentence structures since the events are interrelated. Therefore, the question would be; among obese adults and children in America (P), does the regulation of eating habits and the choice of food (I) compared to the banning of junk food (C) have any effect reduction of the prevalence of obesity (O). The question follows the PICO format and addresses all the relevant measures leveled against the obesity outlining the affected individuals (Melnyk & Fineout-Overholt, 2011).

Internal combustion engine Essay Example for Free

Internal combustion engine Essay There is a big debate about the future of the auto industry. The new big topic is electric cars. Ads emphasize how much less pollution these cars put out, but the truth is that many people do not realize the downside of these cars. For instance, did you know that average battery cost for electric cars is between $18,000 and $20,000? Also, these cars produce significant more amounts of sulfur dioxide compared to traditional internal combustion engines, and what about the factories that burn billions of tons of coal everyday to produce electricity to charge these cars? Yes, these cars do produce little carbon dioxide directly, but the main source of pollution comes indirectly from the power plants that power these cars. Electric cars are not the best environmental solution in the long run because they still cause pollution while charging and producing them, there is no safe place to dispose of the batteries, and they are extremely expensive (Hogan). The first major issue with electric cars is that the process of manufacturing and charging these cars produces billions of tons of carbon dioxide emissions. The EPA’s research shows that for an average size car, electricity’s emissions are about three times higher than the emissions of gasoline (Inside Climate Staff). Electric cars do not produce much pollution directly. Instead the pollution is rather created at the source of the energy, power plants. Pollution is caused when manufacturing and producing these cars too. In addition, large amounts of pollution are produced while mining for the metals found in the new types of batteries. All of the mining machines and vehicles are powered from fossil fuels such as coal, gasoline, and diesel fuels. A great amount of energy is lost in the process of transmitting the electricity from the power source to your car. Also, electric cars emit significantly higher amounts of sulfur dioxide into the air compared to internal-combustion engines. Sulfur dioxide is the main component that causes acid rain. Acid rain can cause damage to lakes, streams, forests, car paints, copper, stone, and other building materials. Acid rain soaks into the soil and roots of plants, and causes slowed growth, and loss of leaves or needles. In the Great Smoky Mountains, acid rain has actually killed one-hundred or more of the Frazier Fir and Red Spruce trees (U. S. Environmental Protection Agency). Furthermore, in the Northeastern United States. , such as in the Kesterson Reservoir in the San Joaquin Valley, acid rain caused hundreds of fish populations to vanish from lakes (Davis). Acid rain can contaminate our own drinking water without us even knowing it; it tastes, and looks like regular water! When sulfur dioxide is inhaled, it can cause damage to your heart and lungs, causing disorders such as bronchitis and asthma (National Parks Service). Additionally, battery disposal is a key issue. The average life of this new type of batteries is twenty-five to thirty thousand miles before they will have to be replaced. If electric cars are going to be a thing of the future, there will become an excess of batteries in landfills and other disposal sites. Presently, landfills are not designed to handle the millions of batteries that would need to be disposed of if millions of people were driving electric cars. If these batteries are not properly disposed of, toxic chemicals could leak into the environment. Also, recycling these lithium-ion batteries doesn’t appear to be in the future anywhere soon. The cost of collecting, organizing, and shipping these metals to a recycler far outweighs the value of the scrapped material, so for the time being, most of these metals will be thrown away in landfills and junkyards (Mitchell). Another obstacle with these materials being tossed in landfills is the possibility of corrosive chemicals leaking into streams, rivers, and lakes. The process of refining metals for these batteries also releases pollutants into the environment. Once the refiner gets what metal they need from the ore, they discard the other materials into the nearby ecosystems. When this happens, our drinking water could be contaminated, and it could also damage, or kill the wildlife in that area (Bacher). Lastly, these cars are extremely expensive. Because the batteries only last for about a hundred miles, this means you would have to charge them about three times for every full tank of gas that you would normally buy. Also, with this low charge capacity, it would be virtually impossible to take long trips. You would have to stop frequently to charge the battery, which takes about nine hours to completely charge. This would turn a normal two-hundred mile, four hour drive into at least a thirteen hour trip, assuming that you could find an open charging station! Another reason that these cars are so expensive is that you have to replace the battery in your car about every twenty-five to thirty thousand miles. This is a very costly expense, especially since each new battery is about eighteen to twenty thousand dollars! This is $80,000 for batteries alone if you drive 100,000 miles in your car! The price of charging an electric car is less than what a full tank of gas would cost you, but you end up paying for it in the long run when you have to replace the battery. Electric cars are expensive from the start. The average retail price of most electric cars is in the thirty to forty thousand dollar range. Most middle class individuals cannot afford to pay this price for this new technology, which is why this will not be the best economical solution in the long run. These cost projections assume that both the car and the battery work correctly for the duration of their lives, but what if the battery breaks, or stops working, forcing you to replace it? The technology is new and underdeveloped, which means that there might still be some problems or â€Å"bugs† that the designers haven’t had a chance to fix. That’s $20,000 right there that you would have to pay in addition to the purchase price. That’s close to half of what you originally paid for the car! Since these cars are less, there are fewer mechanics that are qualified to work or operate on them, so the price of operation will be very high. Electric cars were released around 2010, which means there hasn’t even been enough time for a mechanic to get a four-year degree in operating on electric cars (Hogan). The problem with automobile pollution definitely needs to be addressed and solved, but fully-electric cars are not the best solution. They are made out to be better than they actually are, and they definitely have major disadvantages. First of all, they will have to become a lot cheaper for people to be able to afford them. The general public cannot afford to pay $20,000 for a new battery every 30,000 miles. Designers also need to find a way to lengthen the range of these cars. With only a 100 mile range, it is just not practical for most people. In addition, these cars still produce pollution, just not directly. All of the pollution is created indirectly, at coal-burning electricity power plants. Another unaddressed issue is that these cars emit large amounts of sulfur dioxide into the atmosphere, which is what combines with water to become acid rain. Lastly, there is no good place to dispose of batteries. If millions of people are going to be driving these cars, there will be tons of toxic batteries in landfills and disposal sites, which can cause harm to the wildlife, and the surrounding environment. If you accidentally miscalculate the charge left in your car, you will be stuck. Unlike a gas-powered vehicle, you cannot simply fill up your car with a gas can. With electric cars, there is no way to replenish the energy in your car on the side of the road. The fully-electric car was a good idea, but in the long run, it is not the best answer. The automobile companies need to continue to improve internal combustion engines to decrease their carbon dioxide emissions. Works Cited Cultrona, R. L. Pros and Cons of Electric Cars. 1999-2012. 18 March 2012. . Davis, Jay. Marine Bio. 1998-2012. 18 March 2012. . Hogan, Micheal C. The Encyclopedia of Earth. 21 February 2012. 18 March 2012. . Mitchell, Robert L. Computer World. 22 August 2006. 18 March 2012. . National Parks Service. 28 October 2010. 18 March 2012 . Staff, Solve Climate. Inside Climate News. 1 April 2010. 18 March 2012. . U. S. Environmental Protection Agency. 8 June 2007. 18 March 2012. .

Boston Massacre Essay -- essays research papers

The Boston Massacre was an extremely important event in American History. Also, it a very controversial topic. To this day, no one can really give an accurate description of the events that transpired. The Boston Massacre was not a random event at all; many actions led up to the massacre. As a result of this disaster, America was changed forever and sent on a road towards revolution. The Boston Massacre was a defining moment in American history.   Ã‚  Ã‚  Ã‚  Ã‚  Many people believe that the Boston Massacre was a spur of the moment event. This is totally untrue. The French and Indian war put England in debt making England look for other sources of income. The king of England believed that the colonists should help to pay for the war because it took place in America. For a few months prior to the massacre, British troops had been stationed in Boston. The soldiers were in Boston to help with the collection of money to pay for duties on imported goods (Hansen 11). Tensions were high between the townspeople and the soldiers. Colonists greatly resented the soldiers because they believed that there should not be military personnel amongst them. The Bostonians took out their anger on the soldiers. In turn, the British troops were extremely unfriendly towards the people too. On many occasions, physical conflicts between the townspeople and the soldiers.   Ã‚  Ã‚  Ã‚  Ã‚  England tried to compensate for their debt by taxing the colonists in any way that they could. One way that the British attempted to raise money was through the Stamp and Townshend Acts. The Stamp Act taxed a great number of people and things. There was probably no one who did not have to pay out more than they would have liked because of this act. It taxed almost every single piece of paper. â€Å"Merchant owners were obliged to buy stamps for ships’ papers and legal documents. Tavern owners, often the political leaders of their neighborhoods, were required to buy stamps for their licenses. Printers-the most influential group in distributing information and ideas in colonial society-had to buy stamps for their newspapers and other publications† (Brinkley 131). Townshend introduced the Quartering Act, which allowed British troops to enter any colonists house and stay there. The colonists did not have the right to refuse the soldiers either. This grea tly upset the residents of Bos... ...ere laden with tea. The disguised colonists proceeded to throw the entire tea cargo of the boats into the harbor (Hansen 166). The reason that this was done was because the colonists were tired of being taxed for items such as tea. Many did no mind being taxed for some things, but not tea. They believed that the money from the taxes was going to help England, and not back to the colonies as they thought that it should. Two years after the Boston Tea Party took place the American Revolution began.   Ã‚  Ã‚  Ã‚  Ã‚  The Boston Massacre was an extremely influential event in U.S. History. It changed the complexion of our nation forever. No one was ever able to give an accurate description of what took place that night, but one thing that you can be sure of is the fact that America may have waited many years before revolting against Great Britain. The Boston Massacre should not only be remembered for the death of the five men, but also for the conflicts that brought on the shooting and for the events that it set off. The massacre was a culmination of tensions between the English and the Americans. The Boston Massacre set a fire under the colonists and drove them to freedom.

Evolution of white women in society Essay

During the colonial chronology of the United States, many a historian pictured women as better situated than their more recent contemporaries (Mary Beth Norton, 1984). The value of women in the colonies was premised on the survival mode of the colonists during that time (Norton, 1984). To survive, both male and female were expected to pull their own weight in the community for the common good of the community (Norton, 1984). Due to this situation, the common lines of separation on the roles of women from the men were blurred greatly (Norton, 1984). As such, women in the colonies could engage in the activities that were also done by the men folk in the community (Norton, 1984). But what gave women a distinct advantage was that they could produce offspring, a very large contribution to the survival of the colonies (Norton, 1984). Also, the Common Law as it was applied in England was not fully complied with in the colonies (Norton, 1984). Hence, women were able to contribute more fully in the life of the colonies (Norton, 1984). Today’s society bears little distinction in the role of women in the colonies. At present, women are doing many of the duties and employment that men have usually been pictured. Women can do what the men are doing to be able to cope with the increasing costs of living in the present economy of many countries. Most are successful in many of traditional endeavors of man. Sadly, there are opponents from both sides, one saying that women must be confined to their traditional station, while another seeks greater power for the women. What lies in the crux of the issue is the issue of equality for both sexes. We must treat women as vital instruments to the growth of a society, not only as objects to look and admire at. That aim can be achieved in terms of affording greater avenues for women to make that contribution, not locking them away from them. In this day and age, all hands count in the survival of a community. Reference Norton, M. B. (1984). The evolution of white women’s experience in early America. The American Historical Review, Volume 89, pp. 539-619

Patato Chips

Baseball, hot dogs, potato chips, and pop. What can be more American than that? The potato chip is the king of salty, crunchy snacks. Potato chips originated in New England in 1853 at Moon Lake Lodge in Saratoga Springs, New York. The inventor, a chef named George Crum, was part Native American and part African American and a guide in the Adirondack area. The potato chip was invented when a dinner guest returned his fried potatoes to Chef George Crum because they were not crunchy enough. After returning the unacceptable fried potatoes twice, the irritated Chef Crum decided to annoy the customer by making the fried potatoes too thin to eat with a fork. The customer was surprisingly satisfied and the potato chip was invented. The invention of potato chips has had a positive impact on our country’s economy, the mechanized technology of potato chip production, and the popularity of chips as a main ingredient of social gatherings. Potatoes are second in consumption only to rice. As thin, salted crisp chips, they are America’s favorite snack. From the beginning, potato chips made a difference in the economic situation at Moon Lake Lodge in showing an increase of profits as the potato chips, the house specialty, began to appear In 1926 Laura Scudder developed the wax paper bag to preserve the chips, which permitted wider distribution. Sheets of waxed paper were ironed into bags. Chips were then hand packed and the bags were sealed on top with warm irons. This was the invention of the potato chip bag as we know it today and its manufacture has continued. Both the developments of the mechanical peeler and the wax paper led to the popularity of the chips beyond the northern part of the U. S. , where chips were mainly a restaurant dinner dish for decades. The development of pre-print waxed glassine bags in 1933 further expanded the sale of potato chips. With the increase of different chip manufactures around the country by 1929, the glassine bag provided improved quality of freshness for shipping time and allowed for advertising with company brand identification printed on the bag. In 1929, production of potato chips dramatically increased due to the invention of the continuous fryer. In the first part of the century, potato chip manufacturing was done in small batches in small kettles. The continuous fryer allowed for a greater scale of production and eliminated most of the kettle cooker companies. Potato chip manufacturing has provided employment in several areas such as factory production, production and printing of boxes and bags, advertising, and shipping. It has provided profits for stores and vendors who sell snacks at sport games, fairs, and recreational facilities.

Free Essays on Midsummers Night Dream

A Midsummer Night’s Dream William Shakespeare’s play A Midsummer Night’s Dream is a classic love story about two young would-be couples, and an aspiring actor named Bottom who end up being caught in the middle of a lovers quarrel between Oberon, the king of the fairies and Titania, his Queen. They all find themselves tangled in a web of chaos, administered by Oberon and his sidekick Puck. The chaotic love story ensues, as Puck administers a secret love potion that causes the lovers to switch partners as if they have fallen in love at first sight. William Shakespeare’s A Midsummer Night’s Dream is purely magical because it transports you deep into the enchanted forests of Athens near the secret home of the fairies, where water nymphs, satyrs and fairies make a dream-like fantasy become reality. Just like how Michael Hoffman’s A Midsummer Night’s Dream is based on a dream world, so are these little magical creatures named fairies. Fairies go by many different nicknames, but the name Fay’s is the early form of the word fairy. There are many different kinds of faeriekith nature spirits, which have been brought to life by the essence of Celtic-mythology. Fairies may not exist in reality but these magical nature spirits do exist in our childhood dreams. This dream world brings magic and fantasy into our lives in the form of imaginary small beings with magical powers. These magical little creatures not only live in Never-never land or enchanted forests but they also live in our imagination where fairies, water nymphs and satyrs sing and dance in our minds. We have all grown up watching little fairies sprinkle fairy dust on people in the movies, and watched them in amazement as they magically disappear into mid air without a trace. At a young age we only wished we could experience the fairies magical powers first hand, but as we get older we start to detach are selves from magic and fantasy, especially fairies. This is w... Free Essays on Midsummers Night Dream Free Essays on Midsummers Night Dream A Midsummer Night’s Dream William Shakespeare’s play A Midsummer Night’s Dream is a classic love story about two young would-be couples, and an aspiring actor named Bottom who end up being caught in the middle of a lovers quarrel between Oberon, the king of the fairies and Titania, his Queen. They all find themselves tangled in a web of chaos, administered by Oberon and his sidekick Puck. The chaotic love story ensues, as Puck administers a secret love potion that causes the lovers to switch partners as if they have fallen in love at first sight. William Shakespeare’s A Midsummer Night’s Dream is purely magical because it transports you deep into the enchanted forests of Athens near the secret home of the fairies, where water nymphs, satyrs and fairies make a dream-like fantasy become reality. Just like how Michael Hoffman’s A Midsummer Night’s Dream is based on a dream world, so are these little magical creatures named fairies. Fairies go by many different nicknames, but the name Fay’s is the early form of the word fairy. There are many different kinds of faeriekith nature spirits, which have been brought to life by the essence of Celtic-mythology. Fairies may not exist in reality but these magical nature spirits do exist in our childhood dreams. This dream world brings magic and fantasy into our lives in the form of imaginary small beings with magical powers. These magical little creatures not only live in Never-never land or enchanted forests but they also live in our imagination where fairies, water nymphs and satyrs sing and dance in our minds. We have all grown up watching little fairies sprinkle fairy dust on people in the movies, and watched them in amazement as they magically disappear into mid air without a trace. At a young age we only wished we could experience the fairies magical powers first hand, but as we get older we start to detach are selves from magic and fantasy, especially fairies. This is w...

The Cancun World Trade Talks essays

The Cancun World Trade Talks essays The rich get richer while the poor get poorer and the rest of the world sits by and watches without affliction. Over three-quarters of the world's poor live in rural areas and are heavily dependant on agriculture. Over $300 billion is spent annually by richer nations supporting their own farmers, which is six times the amount which is spent on foreign aid. The Doha round was fighting to protect and come to the aid of second and third world nations by forging compromise between nations and developing countries. Shortly after the terrorist attacks of September 11, the Doha round of trade talks began and was ambitious. This was an apparent achievement after the WTO's 1999 meeting in Seattle, when efforts to accomplish the same goals collapsed. The Doha round indicated a pro-poor message and was insistent on concentrating on developing and the development of second and third world nations. The Doha agenda's main focus was to help the poor but was also aimed to cut barriers in protectionist economic sectors including agriculture and services, to establish new rules in regards to globalization in areas such as investment and competition policy. Since November of 2001, little progress has been made in regards to multilateral trade talks. Unmet deadlines and without compromise, talks of freeing farm trade and lowering tariffs on industrial goods are threatened. September 10th was the date for a routine meeting including trade ministers representing the 146 countries of the World Trade Organization. In Cancun, this meeting is a fraught attempt to sustain trade talks. It is unknown how far countries are willing to reduce trade barriers to benefit the poorer countries. Promises were made-that richer countries like the U.S, would open their markets in areas including farm goods and textiles, which are of great importance to poor countries. Financial aid, technical assistance and "special and differential" treatment were also promised. Failur...

List of Noble Metals

List of Noble Metals Here is a list of noble metals, which are metals that resist oxidation and corrosion. RutheniumRhodiumPalladiumSilverOsmiumIridiumPlatinumGold Some lists include mercury as a noble metal. Rhenium is also included as a noble metal by some scientists and engineers. While noble metals retain their shiny color, base metals tend to oxidize in moist air. However, some metals that resist corrosion are not considered noble metals. These include titanium, niobium, and tantalum. In atomic physics, the noble metal group consists of copper, silver, and gold. Only these three elements have completely filled d-subshells. Most noble metals are valuable and rare, yet the noble metals are not exactly the same as the precious metals. See a chart of noble and precious metals. Source Brooks, Robert R., ed. (1992). Noble Metals and Biological Systems: Their Role in Medicine, Mineral Exploration, and the Environment. Boca Raton, Fla.: CRC Press. ISBN 9780849361647.

EC 444 Essay Example | Topics and Well Written Essays - 500 words

EC 444 - Essay Example When income becomes scarce, the curve flattens. The third property is indifference map which reflects different levels of utility. An individual will attain maximum total utility on the highest position of the indifference curve. The fourth property is work-leisure preference of the individual. The shape of the curve is determined by individual’s preferences, occupation, and personal circumstances. A flat curve reflects a person with an occupying job. A nursing mother will have a relatively steep indifference curve because much of her time is spent on non-labor market activities. An individual’s budget is controlled by the amount of wages earned. Budget constraint is reflected by the wages earned and this has an overall effect on the shape of the indifference curve. Individual’s maximum utility is attainable at the highest position on the indifference curve. Changes in wage rates have an effect on the number of working hours. An increase in the number of working hours increases the wage rate but with time wage increase may reduce the number of working hours. Wage rate is affected by income and substitution effects. Income effect results from the change in the desired number of working hours as a result of income change, wages are kept constant. An increase in income means more money will be available to spend on purchasing leisure. The resulting effect is the reduction of desired number of working hours. Substitution effect results from the change in the desired number of working hours as a result changes in wage rate, income is kept constant. When leisure becomes expensive, it is sensible for the individual to work more hours and reduce time spend on leisure. The resulting effect is increase in the number of working hours. The overall net effect will depend on the magnitude of income and substitution effect. Women are responsive to changes in wage rates than men. This is due to the differences in allocation of time. Men use their time

Time Management Portfolio Research Paper Example | Topics and Well Written Essays - 1500 words

Time Management Portfolio - Research Paper Example All the subordinates are interlinked with the various resources within the organization through a process called control. They are controlled and effectively monitored to ensure smooth sailing of all organizational activities. Time management on the other hand, refers to being able to carry out all your activities, within the allocated time period. An effective time manager does not run out of time. He manages to carry out all the transactions within the stipulated time frame. It is extremely necessary for various parties and individuals to be considerable time managers. This concept ensures efficiency; it ensures effectiveness and finally enables one to be fast in carrying out activities. It reduces redundancy of tasks, enables the organization operate on a planned scope. This is necessary for management to set the various goals and standards since they all depend and rely on time. Management is a doctrine that owes its existence to the ancient professionals. The various scholars an d personalities managed to be able to develop various theories that aided and guided the discipline. From Henry Fayol, to Abraham Maslow’s, they all gave their take on the topic management. This is necessary as it has ensured that the discipline’s tangibility remains and it has constantly continued to be regarded as an art, a principle that is learnt. Like management effective time management is also a skill acquired through time. ... After organizing the events or activities, the next step is to rank them in the order of urgency. The exact initial subjects that are urgent in terms of delivery production, time they are generally required, and finally the relationship to the returns are sorted out according to the list of urgency. The next step in the time management process is to gather all the necessary resources to be able to accomplish and achieve the said tasks. These involves gathering the necessary resources in terms of materials needed, human resources needed, the respective tools needed to complete the respective tasks. Allocation of the resources to the particular organizational endeavors is the next step. They are organized and finally the next step is to carry out the activity under siege. It is necessary to plan and manage the planned time. Time as stated is a scarce resources. Time is the only factor at the disposal of various organizations that enables people to carry out their various activities wel l. It is necessary to plan for it as it ensures effectiveness in the production process, it ensures quality in the well planned products and services offered, it reduces on wastage through effective planning of all the activities and resources the aspect of wastage is reduced as all the resources must have been planned for. It enables urgent orders to be completed with ease and efficiency; it reduces delays and fines charged as a result of a late delivery. As the saying goes, time is money and planning time well various organizational activities will also be planned well. This ensures effectiveness in the operations of the organizations and creates efficiency within the system. Time Management Portfolio As defined Time Management refers to being able to carry out all your activities,

Near Eastern and Egyptian Art Essay Example | Topics and Well Written Essays - 750 words

Near Eastern and Egyptian Art - Essay Example Since God chose Moses, the Israelites complain and requests to Moses in order to get blessing and favor from God. The interactions in the passage reflect on the common faithful, priests and deities in a positive and negative manner. God trust and is confiding to Moses, but the common faithful people are not completely trusted by God as their attitude can change according to comfort and discomfort. The priests are people who praise and worship God to get favor. But God feel more obliged to innocent believer .when it is the question of deity Amun Re, it is regarded as the king of Gods and other gods are believed to be his manifestation. So the priests who worship Amun Re had secondary authority when compared to Moses. The formation of deity and rituals is only needed to fulfill the commands given to Moses in order to save the people of Israel. Here the construction of Amun re temple is made to maintain connection with the sun’s rays and position thorough the day. Here, the king Hammurabi also has a significant role to play as he was a person who employed justice and rights in ruling his people. He was also an ardent believer of god like Moses .However; Hammurabi believed and had faith in Shamash the sun god who is believed to be ultimate God by Egyptian civilization. Hammurabi, if like Moses had strong faith and belief in God he can get commandments and orders from Shaman for the prosperity and empowerment of his country. Moreover,The height of the stele refers to the high positioned throne of God, and shape of the stele denotes the universal structure of sky and space. Here the stele represents Hammurabi as a worshipper and devotee of Shaman, and his conversation with god over justice issue. The passages of Hebrew bible show that the people in Israel feared God but love towards him was not up to the mark of Moses. The Israelites where more inclined to religious rituals and ceremonies for

CLOUD COMPUTING Essay Example | Topics and Well Written Essays - 1500 words

CLOUD COMPUTING - Essay Example clouds while the main services that an organization can take advantage of, with respect to cloud computing, include Software as a Service or SaaS, Platform as a Service or PaaS, and Infrastructure as a Service or IaaS (Srinivasan, 2014, p. 26-34). Cloud computing has become an important service for many businesses regardless of size. Some of the benefits that can be realized from the adoption of cloud computing include but not limited to a substantial reduction in operational expenses. The City of Pittsburgh knew about the benefits and took on the process of exploiting them. The aim of this essay is to assess the overall procedure that the City of Pittsburgh used towards cloud adoption. The structure will mostly be based on the issues that prompted the adoption of the technology and then the procedure used in choosing the vendor. Most organizations have been abandoning their own forms of storage and adopting the cloud storage due to its cost effectiveness and the ability to boost productivity as well as competitiveness. Some of the companies providing cloud solutions include Google, Netflix, Dropbox, and Microsoft (Crookes, 2012, p. 7-11). Cloud computing enables businesses to improve efficiency and offer better services (Aljabre, 2012, p. 235). However, in spite of these benefits, organizations must assess themselves to determine whether this is the best option since it comes with some risks such as the security of the data held at the cloud servers (Srinivasan, 2013, p. 49-51). Such risks may lead to uproar between the stakeholders and a reliable approach has to be used so as to convince the stakeholders and any other involved parties. The City of Pittsburgh required exploring the probable alternatives to its existing email system due to a pressure to the existing resources as well as the technology. Due t o the continuing demand for a reliable and efficient email system for the City of Pittsburgh and an inadequate supply of resources to maintain the existing

The Little Red Roaster Case Study Example | Topics and Well Written Essays - 1250 words

The Little Red Roaster - Case Study Example Center of discussion in this paper is the Little Red Roaster that had been in business since 1994. Owned by Kendra Gordon Green, the company offered a menu of coffees, teas, gourmet beverages, breakfasts, light lunches and snacks. The company had been approached by other companies to diversify its operations into wholesaling and catering. There was also the option of selling the company. The LRR operated in a highly competitive market. Therefore the company could not afford to sit still. The company could expand into wholesaling or catering. The management could also sell the company. Given the fierce competition for market share in retail, the company’s core business, the future strategic direction would involve implementing one of these options. Gordon-Green had to make a decision fast about which option to pursue. The communication theory is relevant in this business situation because of the distribution and logistics issues to be considered. The company would require a wel l-designed communication system in either wholesale or catering. The company’s goal is to maintain net profit at 4.56% of sales. In reaching this goal, the company had three action alternatives. Gordon-Green could sell the company. The LRR could diversify into wholesale. The company could expand the catering capacity. In implementing either option of wholesaling or catering, the company would incur additional costs. In implementing the wholesaling strategy, the LRR should outsource distribution and logistics to D&C. ... So Gordon-Green had to make a decision about which of these future options to pursue. Problems The LRR operated in a highly competitive market. Therefore Gordon-Green had to make a decision fast about the strategic direction of the company. The LRR had been approached by wholesale and catering customers to expand in both industries. However, given the wide spectrum of competitors in the industry, they would not wait long. The LRR had developed strong brand awareness in the retail market. However the company could not afford to sit still given the wide spectrum of competitors, as stated in the case, ranging from multinational corporations to family-run businesses. Given the fierce competition for market share, the LRR had to diversify into other markets. Therefore Gordon-Green had to consider the proposals made by both the student consultant team and the wholesale and catering customers. Given the high level of competitive rivalry in the market, the strategic direction of the company was at stake. However Gordon-Green had three options to consider. She could sell the company or expand in the wholesale business or expand in the catering business. These are the three future options one of which should be selected. Given the fast pace of change in the external environment, the wholesale and catering customers would not wait long before they approached other retail companies. Therefore Gordon-Green was anxious to make a fast decision. If Gordon-Green sold the company, then she would no longer be able to capitalize upon the strong brand awareness that the company had achieved so far. Gordon-Green enjoyed being an entrepreneur and wanted to be in business for herself. However she was also

CLOUD COMPUTING Essay Example | Topics and Well Written Essays - 1500 words

CLOUD COMPUTING - Essay Example clouds while the main services that an organization can take advantage of, with respect to cloud computing, include Software as a Service or SaaS, Platform as a Service or PaaS, and Infrastructure as a Service or IaaS (Srinivasan, 2014, p. 26-34). Cloud computing has become an important service for many businesses regardless of size. Some of the benefits that can be realized from the adoption of cloud computing include but not limited to a substantial reduction in operational expenses. The City of Pittsburgh knew about the benefits and took on the process of exploiting them. The aim of this essay is to assess the overall procedure that the City of Pittsburgh used towards cloud adoption. The structure will mostly be based on the issues that prompted the adoption of the technology and then the procedure used in choosing the vendor. Most organizations have been abandoning their own forms of storage and adopting the cloud storage due to its cost effectiveness and the ability to boost productivity as well as competitiveness. Some of the companies providing cloud solutions include Google, Netflix, Dropbox, and Microsoft (Crookes, 2012, p. 7-11). Cloud computing enables businesses to improve efficiency and offer better services (Aljabre, 2012, p. 235). However, in spite of these benefits, organizations must assess themselves to determine whether this is the best option since it comes with some risks such as the security of the data held at the cloud servers (Srinivasan, 2013, p. 49-51). Such risks may lead to uproar between the stakeholders and a reliable approach has to be used so as to convince the stakeholders and any other involved parties. The City of Pittsburgh required exploring the probable alternatives to its existing email system due to a pressure to the existing resources as well as the technology. Due t o the continuing demand for a reliable and efficient email system for the City of Pittsburgh and an inadequate supply of resources to maintain the existing

Analysis the China Eastern Airlines Corporation Limited Essay

Analysis the China Eastern Airlines Corporation Limited - Essay Example The investor will get appropriate information on whether to invest on the company or not (Finance.yahoo.com). The Company has maintained a good gross profit margin over the five-year period. It had 38.57% in 2010, 39.67% in 2011, 38.98% in 2012, 37.85% in 2013, and 40.35%. The constant figure of gross profit margin, which the company maintained on the earlier periods, indicates that the prices were of their products and services, and purchases matched in increase and decrease (Barrow and Barrow, 2008). The fall in 2013 shows that there was a fall in prices but this was compensated by the sudden increase of the ratio in 2014 showing that the company is making profits from its sales. The Company’s operating profit margin was 4.78% in 2010, 4.88% in 2011, 5% in 2012, 1.73% in 2013, and 6.45% in 2014. This margin increased steadily over the five-year period with the exception of the sudden fall in 2013. The fall in operations was a result of operational difficulties, which the company experienced. The company had to incur extra costs to bring the situation back to normal (Berman, Knight and Case, 2006). The larger increase in the margin in 2014 shows the managements effort in correcting the problem experienced in 2013. The increase of the ratio over the five years indicates the management’s efficiency in generating profits from the operations of the company. China Eastern Airlines Corporation Limited’s net profit margin was 3.29% in 2010, 3.42% in 2011, 3.36% in 2012, 2.35% in 2013, and 0.38% in 2014. The company maintained a fair margin the earlier three years of the five-year period. The performance during those years was desirable as it indicated that the management’s efficiency in generating sufficient net profit from the sales of the company (Berman, Knight and Case, 2013). The fall of the margin in 2013 and 2014 put the managements’ efficiency into

Plato on reality and the soul Essay Example for Free

Plato on reality and the soul Essay Socrates believed that the soul is pure and the body is corrupted, where wisdom is accounted for the soul and needs, thus the materialistic and carnal desires are to the body. Plato’s Phaedo discussed in the world of forms. Any entity or object has a quality or feature or multiple properties. And these properties are prior conditioned to the soul. Plato’s metaphysics can be drawn primarily from the influence of his teachers Paramenides, Heraclitus, and of course Socrates. First, the concept from Parmenides’ belief that there could be only one being, and this is a never changing entity. It has a static quality. This is where Plato derived his concept of the world of forms. It is a different concept in the material world wherein it is an always changing world. Change can be accounted as the only thing common and the only thing consistent as Heraclitus described the notion of â€Å"flux†. Academicians account that most of Plato’s thinking was influenced by Socrates. Socrates however was not at all articulate in conveying a Metaphysical or Epistemological discussion; rather, he conveyed more ethical notions. For Socrates, The idea is for one to take care of the soul so one can be happy, or attain the truth. This is especially true and evident in the Phaedo where Plato accounts the last hours before Socrates separated his soul from the body. Plato’s Metaphysics can be analyzed as a completion of that of Socrates’. The notion of the world of forms or the world of ideas is an eternal and immovable form. In contrast to this world is Chaos or the world of objects which receives the form. For example, an artist created a vase; the material form of this object is only a receiver or only partakes into the idea of the vase. The object is thus not a perfect representation of the real idea of the vase. The two worlds are joined together which infuses the soul and makes possible to Heraclitus’ idea of the visible world. The world of forms can be stated as perfect and the world of objects as an approximation of it. This meant that men strive to achieve it but fall short of achieving such perfection because the body is corrupted. Forms are independent and the world of objects is dependent to forms because they seek to compare to the perfect image. But because the senses are blurred they can never be perfect. It is also evident this pattern of ideas based on Socrates. Plato points out that a man seeks for the truth and in this speculative journey makes a man better and in turn achieve good. Another evident notion of this is in discussing perfect equality. When you look at perfect equality, you notice that it is not perfectly equal. There and then we can suppose that the idea of this equality had been existent to the soul prior to the unison of it with the body. This intensifies the ideas that the soul existed before the body. However, once the soul was united with the body, the soul’s knowledge of ideas falls into the subconscious. During sleep, man reminisces and recognizes the world of Ideas and thus there is realization. The soul from the moment it unites with the body recognizes an irrational soul that is derived from the corruption of the material world, dissatisfaction and the seeking of pleasure. This soul is situated in the heart. The soul that comes from the world of Forms is situated in the head, on top of the irrational soul, controlling its impulses and conditions the body to live within the confines of reason. Plato in his writings in the Republic described that the end result of an individual in the Good. In his society (or the republic), he stated that this is the final goal of everyone and it is not just a reward. A just man, one of Plato’s virtues, is rewarded not only in this lifetime but until one is reincarnated. This eminent idea that the soul preexisted before the body in the world of forms and its separation of the soul to reach the world of forms represents how the soul is immortal. For Plato, there is a division between the world of forms and the world of objects. In his analogy of the sun, he contrasted the two as those that are merely visible and those of intellectual value. He further explains this through the analogy of the line. Plato described four forms of knowledge. One is of the idea of pure images, dreams and imaginations. In account to the concept of the soul, as discussed earlier, the soul in the preexistence of the body originally comes from the world of Forms. Once the soul infuses with the body, all its knowledge of the world of forms becomes part of the subconscious. Through dreams and the imagination, which is a process of the head, the seat of the rational soul, it recounts and reminisces the truths in the world of forms. The next is the perception of sensible objects that gives attribute and judgment to visible materials. We imply that a certain item has such an attribute but it can change in another similar form. Another one is of mathematical knowledge which is not a perfect knowledge and one of philosophical knowledge that explains more the ideas as eternal and absolute realities. The four types of knowledge can be condensed into two more specific forms. The first two can be accounted as opinions for the things in which we perceive through sensing may look like such in one way and different in another. Another one is called understanding, in which the realities of these objects can or cannot be. It is a more logical, scientific knowledge. The idea of the soul reaching the world of forms is from an inferior to a superior level and its main goal is to reach that state where happiness exists. In the world of objects, there is always dissatisfaction. He further illustrates his ideas through the cave. He stated that the world the secludes us is an illusion to what is the truth, once we step out of the cave we get blinded by the light but as we refocus and look not into the reflections and shadows, but the real perfect forms,we see the truth and the real objects. This process of release from the cave to the outside world represents enlightenment, which in the case of Socrates’ beliefs is the separation of the soul to the body, to attain the truth. In Phaedo, Socrates sums up these arguments and philosophical intertwines by pursuing death himself. According to Socrates, the only way for one to attain the truth from all the imitations and corruptions of the material world is through death. One should never be afraid of something that would give enlightenment. Man should even welcome it when the time arrives. The world of objects prohibits a man to philosophize, thus he has a hard time attaining this virtue of justice and good. There are various distractions that hinder man to the truth. Death for Socrates is the liberation of the soul. Death is also not merely a separation of the soul and body. It is a process and an end state that progresses to achieve the truth. Dissatisfactions, pleasures, emotions inhibit the call of reason and wisdom thus inhibiting philosophy. This separation is an ultimate embrace to the truth until the time comes when the soul unites with a body as an incarnate. Plato ultimately bridges the connection between the soul and the world of forms. As is reiterated, the ultimate goal of man is good, happiness and wisdom. These ideas or forms are not of existence in the world of objects. The world of objects, are perceived representations of man through various forms of knowledge, (of opinions and of logical knowledge). The objects man builds are imitations, thus they are not perfect. Man has a perception of what is perfect because the rational soul is of prior existence in the world of forms. The world of objects cannot be perfect and man cannot be happy because the human body is predisposed to various entanglements with pleasures, emotions, diseases, and imperfections. Philosophers are to accept death for it liberates man from the soul. The soul has its ultimate goal in essence is to go back to the world of forms. In that way he would be able to attain good.

Change Resistance In Bureaucratic Organizations In Jordan Management Essay

Change Resistance In Bureaucratic Organizations In Jordan Management Essay A method of appraising managerial employees that has received a great deal of attention in recent years is 360-degree appraisal (also known as multi-rater feedback), whereby rating are given not just by the next manager up in the organisational hierarchy, but also by peers and subordinates. Appropriate customer ratings are also included, along with an element of self-appraisal. Once gathered in, the assessment from the various quarters are compared with one another and the result communicated to the manager concerned. The idea itself is nothing new. Management writers, particularly in the United States, have long advocated the use of upward and peer appraisal as a means of evaluating management performance., but such views have taken a good deal of time to become generally acceptable. The past few years have seen the publication of the major studies of practice in this area, allowing us to reach judgement about the processes involved on the basis of solid evidence. Redman (2001, p65) quotes surveys that show around 40 per cent of major UK companies use it, and 75 per cent of companies in the United States. However, usage in smaller organisation appears to be less common. The recent CIPD survey into performance management practices found that only 14 per cent of respondents worked in organisation that used 360 degree approaches (Armstrong and Baron 2005, p65). Change Resistance in Bureaucratic Organizations in Jordan In this case writer tries to understand why employees resist to accept something new introduced to them, Khassawneh (2005) highlights the reasons and causes behind employees resistance to administrative and hierarchal change in several bureaucratic organizations in Jordan. There were eleven factors, were identified as being major causes of change resistance in bureaucratic agencies. These factors include: inadequate financial and non-financial incentives offered to government employees, lack of employees participation and involvement in the change process, distrust between employees and higher management, expectation of more control and supervision from higher management, expectation of additional job demands and requirements, comfort with status quo, disruption of stable work standards and social relations, lack of goal clarity, lack of employees conviction in the goals of change, fear of loosing job and/or job prerogatives, and the sudden and confused manner in which change is introduced (Khassawneh, 2005) According to Khassawneh (2005) the most significant reason of resistance to change was found out to be lack of employees participation in the change process. This factor was assessed on the basis of two parameters: seniority in organization and number of training programs attended by employees. Senior employees who were part of the organization for five years or less resisted strongly due to lack of participation in the change process than their seniors who had served in the organization for periods ranging from 6-20 years. Employees who had served for five years or less in such government institutions made up 32% of the sample (133 respondents). These individuals were involved in activities concerning of an executive nature and therefore played a significant role in the running of the bureaucratic organizations. Employees who had not attended any training program felt that lack of involvement led to resistance to adopt to new processes/ systems. Therefore this attitude goes to show what an important role the training programmes play, boosting employee morale and involvement as training enables individuals to discover their strengths and weaknesses and also instill in them a sense of belonging in their organization. Therefore the respondents who did not get an opportunity to participate in any training programs claimed to have low sense of involvement with the organization treated the management with greater suspicion, than those who took part in certain training programmes for their career development. Another major cause of resistance to change was as found out by Khassawneh (2005) was lack of proper incentives. This lack of proper incentives was correlated to five of background characteristics of respondents which were namely; seniority, administrative rank, number of training programs attended, age and level of education (Khassawneh, 2005). Younger, low level ranking employees resisted more due to lack of proper incentives. Employees who have served for longer periods of time tend to receive greater incentives as the longer they remain in a government organization. Resistance to adopt a new system also came about when the employees viewed the management with suspicion and distrust (Khassawneh, 2005). Younger employees working at a low level position who did not get adequate decision making authority or those who did not attend enough training programs were mainly the individuals who highly resisted any sort of newly introduced change. Khassawneh (2005) states that if such low ranking employees are also not given enough information regarding the change process, then such employees would always create issues in the organization. The IBM Making Change Work Global Study IBMs (2008) research department addressed the issues as to why most organizations cannot bring about a change successfully in an organization. IBMs research was conducted using a sample size of more than 1,500 key practitioners through surveys and detailed interviews. The purpose of the research was to find out why implementing a change program was met with resistance by the employees and why the program failed to be implemented in most organizations successfully. The study revealed that 44% the projects failed to be completed on deadlines, or within budget or without decided quality of end goals, while 15 percent either ceased or failed to meet any of the objectives. The reasons cited for these failures range from lack of clarity of goals, failure to execute the project successfully from the perspective of the top management and lack of employee involvement, age factor, educational level and fear of new change from the perspective of the employees. The major challenges to change were divided on two parameters; soft factors and hard factors. The soft factors of resistance to change included: changing mindsets and attitudes, corporate culture, complex nature of the change process, lack of dedication from the side of upper level management, and deficiency of motivation of employees involved. While the hard factors of resistance to change included: shortage of resources, lack of change information, not much transparency because of incomplete or unreliable information, change of process change of IT systems, technology barriers. It is was found out from this study that while the hard factors play an important part in hindering the process of change, surprisingly it was the soft factors that was harder to get right. Altering thinking, behaviours and norms of an entity typically need different methods and skills that are applied time after time and over the time. Sometimes they require being applied over a series of consecutive assign ments and even some of them often continue after the project has been finished formally. (IBM, 2008). In order to overcome these resistances, the study then focused on the parameters that made a change successful. While leadership, employee engagement and honest communication were cited as the major areas providing impetus for change; again the list was divided into hard and soft factors that made a change process successful. The soft factors comprised of: higher managements commitment and support, employee motivation and participation, open and accurate communication on timely basis, organization environment and culture that motivates and promotes change. The hard factors included: efficient training programs, adjustment of performance measures, efficient organization structure and monetary and non-monetary incentives. The major responsibility of implementing the change was that of the top management. The results of the research revealed that Practitioners firmly place key responsibility for the fate of change projects in the executive suite, an overwhelming 92 percent named top man agement sponsorship as the most important factor for successful change (IBM, 2008). Therefore it can be concluded from this study that while employees would always be suspicious of any kind of change and would resist the efforts of the management out of this fear and suspicion. It depends upon the top management to ensure timely communication, encouragement of employee involvement and appointing of professional change agents would pave the way for a successful change processes for any organization. Factors Affecting Resistance to Change: A Case Study of Two North Texas Police Departments Gaylor (2001), tried to explore the issues that affect conflict with change. For this purpose a law enforcement agency was chosen as the case in point i.e. two North Texas Police departments where the police consequence of mature education and expectation on the police teams level of opposition to change and the results of contribution and mutual understanding on reliance were examined. There were 5 factors that were identified as very influential on organizational change. These factors were: 1) Employee participation in resistance to change, 2) Trust in management, 3) Communication process, 4) Quality of information available and 5) Education (Kent, 2001) Research resulted that factors that affect resistance from employee side are involvement in the process, believe in management, processes of communication within organization, and exchange of information. The synopsis by Kent (2001) states that employee involvement in the process of change encourages him to feel to be owner for the new system and therefore, boosts the level of comfort and trust between employees and the management. Secondly, the organization needs to have a proper system of communication for employee remedy and support. This also increases the level of trust between the two stakeholders. Third, employees must be provided with accurate and timely information so as to reduce the level of chaos that is normally created at the time of change in any organization. And finally, to feel secure about their jobs and statuses and other issues of change process, employees have to have a high level of trust in management. Leading and Coping with Change Woodword Hendry in 2004 undertook 2 surveys to look at different perspectives in research on how change is being managed in financial services institutions of Londons. These involved representatives of senior management personnel who were responsible for initiation of change in the organizational and all other employees inclusive of managers experiencing change while serving at different levels. The aims of the study were: To define the skills and attitudes required to lead change and those needed effectively to cope with change and To develop a model to show how change is absorbed within the organization They organized their findings in five parts as described below, which have been arranged in the following manner. In the 1st section, as people keep on seeking to explore that what is going on in their organization, states what the employees and employers consider as the main pressures for change, their formal boss responses, and in what ways these changes have impacted their careers. Then, as conventional ways of working are tempered, in parts two and three they show how people cope and what different resources are required in terms of skills and competencies to perform well in this new changed environment. Then in part four they describe specific qualities required by the change managers to cultivate with respect to employee needs. Finally, they state what the organizations do in order to support their employees throughout the change process, and how senior management and employees perceive this. The results of this research provide the researchers with reasons behind the failure of many initiatives of change process and how failures may be managed successfully. Woodword Hendry (2004) then investigated what various employee coping strategies were adopted during the change process. They told employees to indicate the level of their readiness in responding to any further changes in their job or work. A considerably large fraction of those who were surveyed were seen to be ready for the change and considered it a part of life with a positive feel about it. As coping is about creating a balance between demands and living within the limitation of the system, employees were told to specify main hindrances they had to handle with in the new environment. Five factors that were extracted from this exercise were: Increased accountability but reduced resources. A focus on tasks with a corresponding neglect of employees. Feelings of insecurity and uncertainty in roles and direction. Other employees not coping and lacking skills to adapt. Managers themselves failing to cope, and employing poor coping strategies. On a question of most helpful personal coping strategies, employees listed several strategies, which included from proactive approach to denial or avoidance. The researchers also studied the various competencies that are required for coping with the change. Adapting to negative or positive coping strategies is affected by the way in which employees perceive demands and resources balance in the new employee-to-work relationship in changed environment. Hence, coping strategies are influenced by the availability of resources. Skills and competencies are a major personal resource. Employees specified a number of skills and competencies they found especially helpful in absorbing and coping with change: Communicating with others holding different perspectives (since nowadays people work in teams for many activities). Organizing work and managing time effectively (in response to increased job scope and the need to meet a variety of objectives). Assimilating and interpreting information (to identify significant information and filter out irrelevancies). Dealing with people (since financial and professional service organizations deliver many of their services through people). Innovative problem solving. Also specifying the above mentioned skills, employees rated many other personal abilities, skills and qualities as very important. These include motivation; judgment accuracy; customer need understanding; commercial awareness; ability of influencing and negotiation; lively mind; and positive attitude towards change. Senior managers were of the view that key personal skills or capabilities of performing well in a dynamic environment should also contain a dedication to change, acceptance of the changing situation, an ability to gel in the changed environment, and a variety of personality traits. Woodword Hendry (2004) then go on to discuss how important is it to for the change managers to lead change in a competent manner. However, this important part is still overlooked by a considerable minority level, with 33 percent of senior managers claiming that human aspects were ignored in the change initiatives. Only 20 percent employees rated the concerned management as very able enough to implement changes in the organization. Almost all the rest had equally divided responses, ranging from average to poor. In spite of the low rating, employees were observed have a sense of sympathy and appreciation for difficulties faced my management in leading and managing the change. Employees were inquired as to when and how sometimes it becomes difficult or hard for employees to absorb change or adopt it. These key areas were classified into six categories, as follows: Communicating (not being kept informed, receiving conflicting messages, wanting to understand but not being given explanations); The change process itself (when change is perceived as happening too slowly or too fast, when leaders are seen to hold unrealistic expectations, or when change is managed with incorrect sequencing); Relationships (including situations when change leaders seem remote and isolated from employees, do not exhibit constructive attitudes and behaviours, or behave in an autocratic fashion); Consultation (when employees do not feel they are informed or consulted, and when staff needs and ideas are disregarded); Skills and experience (when change leaders are seen as lacking the required skills, abilities and experience, and when the change leader lacks credibility); Motivation for change (when there appears a lack of involvement or motivation for change at the top, or among senior managers elsewhere in the organization). The employees were also inquired about how managers, actions could be was most helpful to them to cope with changes in the organization. Out of 19 objects gathered from the traditional change management literature, each except one was rated very helpful or quite helpful. Senior managers identified the competencies such as strong leadership, purpose/mission clarity, enthusiasm, participative employees, and improved communication. These were somehow similar with then ones identified by the employees. Again this is not applicable to conventional behaviours and with top-down attitude. Finally, employees were told to express their feelings on the extent they received support while the implementation of change in the organization with the statement: employees are provided with adequate problem prevention and support to cope with organization changes. While a majority of the senior management staff agreed with this statement, less than 25 percent of employees did. There is, therefore, a gap in how each looks at the quantity of support provided. For example, a majority of employees said that their employer entity let them have sufficient authority to get their work done in an effective manner, and hence, there existed better professional relationships but for other factors, only a minority reported availability of support. On the other hand, the most common mechanisms of support that senior managers report included detailed career development counseling with their employees so that they could be skilled enough to be ready their new job responsibilities; skills enhance ment; telling them as to where the organization is heading, and what would be the roles and responsibilities of employees; measures to make sure that there is an alignment between structures and systems and improved salary and perks packages through career management programmes. Comparing this with what employees report, Woodword Hendry (2004) state that employees and managers do agree on some of the important points, but show disagreement on how adequately the provision of these is. Managers also rely on comparatively few major sources of support. Eventually, organization employees emphasize more or less entirely on those things that give them a sense of control and autonomy, while managers rely on the things which they control as managers. This then continues in the pattern where senior managers exhibit a traditional leadership model, while employees be able to get a wide variety of behaviours that are useful for them.

How Educational Systems Will Operate In Future Essay examples -- Techn

How Educational Systems Will Operate In Future The education system over the last 100 years has largely remained unchanged despite major technological advancements and the changing global economic environment that require new skills and experiences. Despite numerous pedagogical concepts being introduced in the education system, the traditional mode of instruction has continued to dominate today’s classrooms. However, though most educators have been hesitant in adopting technological advancements and applying them in education, the wave of change is inescapable. Future educational systems will have to embrace new ideas in order to be more effective in preparing students for the changing global economic demands. This paper reflects on the views of authors of two journal articles on the topic of how educational systems will operate in the future. The main ideas presented in this paper include teachers’ competencies in preparing students for a knowledge economy and how educational computing will operate in the future. According to Andrawes, students need to be equipped with skills needed in accessing and processing the wide array of information made available by the advancing technology. Educators also need to equip students with the knowledge of using computers and be familiar with the wide range of technologies (2011). In addition, it is incumbent upon the stakeholders in the education system to incorporate technologies used in the marketplace and the newly emerging ones into the school program. Beyond meeting these recommendations, Andrawes (2011) go further and propose that educational systems need to focus on providing education to people of all ages. In this regard, schools in the future will be continuous and constant facili... ...geluth, 2011). In addition, the instruction function will play a fundamental role in assisting in the development of new instructional resources and managing a personalized scope of instruction based on the nature of each project. Within the instruction function, a fully integrated assessment function will provide original tasks aimed at assessing the performance of each student. In addition, the assessment function will be crucial in facilitating prompt feedback and in designing and developing personalized assessment of each student. Besides these primary multiple functionalities, the PIES will accommodate secondary functions such as information on school personnel, general student data, communication, and PIES administration. Therefore, PIES will be a major development that points to how future educational systems will operate (Aslan & Reigeluth, 2011).

Nespresso Co. Analysis

INDEX PART 1 I. NESPRESSO: AN INNOVATION OF PROCESS AND OF BUSINESS MODEL a. Nespresso, a brand of Nestle group b. An innovation of product i. High quality Coffee ii. Designed Coffee machines iii. The Club iv. The Boutique Concept c. An Innovation of Business model in the Coffee Industry: II. COUNTRY CLIMATE d. Cultural Environment v. Art vi. Architecture vii. Literature viii. Music ix. Media x. Science e. Social environment xi. Labor law xii. Social protection xiii. Swiss work permits xiv. Hofstede’s model applied to Switzerland f. Economic environment xv.Economic indicators g. Political Environment xvi. General Background xvii. Political structure xviii. Policy issues xix. Foreign policy III. ADVERTISING REGULATION I. NESPRESSO: AN INNOVATION OF PROCESS AND OF BUSINESS MODEL a. Nespresso, a brand of Nestle group Nestle is one of the largest food and Nutrition Company in the world, and global leader in the â€Å"mass market coffee†. The firm’s strategy is mainly based on innovation. Always looking for new market to enter in or new product to develop, Nestle has a position of pioneer in almost the food and nutrition market.The main objective of this strategy is to be, and stay, in the leadership position and benefit from the first mover advantages. The coffee market is a remarkable example of this aspect of Nestle’s strategy. Nestle was the first to propose instant coffee and this particular product brought the company to the position of leader on the mass coffee market. The second success of Nestle in the coffee market is the launching of Nespresso, a subsidiary company (but with almost a complete autonomy) specialized in Espresso.The initial strategy of Nespresso, launched in Italy, Switzerland and Japan, was to focus on the professional market (Business to Business) and target the restaurants and bureaus in order to sell machines and capsules. This orientation was a total failure and Nespresso had to rethink its strategy. That is why they developed a new business model based on a BtoC luxury, innovative and unique experience strategy that revolutionized the consumption of Coffee. Indeed, Nespresso is a success thanks to its double innovation: An innovation of product and an innovation of Business model. b. An innovation of productThe real innovation of Nespresso is portioned out coffee. Using a Nespresso machine, you can make an Espresso from special capsules containing high quality coffee. However, the company not only sells high quality and design machines or capsules, its sells a concept. Buying a Nespresso machine allows you to enter the Club Nespresso, where people do not â€Å"drink† coffee, but they taste it, they savour it. The image of privilege is characteristic of the luxury market, and that is what Nespresso is going for: a luxury product and image. This aspect is noticeable when you take a look at the designs.Nespresso’s machines, logo and boutiques are designed by a design agency (Future Brand Paris), following two orders: perfection of the forms and ambivalence (in order to send this message of privilege). Therefore, Nespresso is selling a combination of three elements: the machine, the capsule, and the club Nespresso. i. High quality Coffee More than 16 grands Crus are available from Espressos to Decaffeinatos, Lungos and Pure Origine. We can notice the use of the word â€Å"crus† in Nespresso website communication – that is usually used for wines – which indicates the will to promote Nespresso Coffee as a luxury product. i. Designed Coffee machines Offering timeless designs, high technology functions and user-friendliness, every detail has been carefully considered to provide the consumer with the ultimate experience. iii. The Club The Nespresso club is dedicated to providing the ultimate coffee experience for its members. It offers several benefits: Quick and fast order (phone or internet), an efficient service assistance for your ma chine, you can benefit from the services of coffee specialists who will make you taste new flavours and also have all the News about the brand in exclusivity.Nespresso has succeeded in creating a real experience and a real brand community belonging among the Nespresso clubs members thanks to all this benefits and thanks to exclusive accessories and items such as the Nespresso magazine that creates a real luxury system of values around the brand. iv. The Boutique Concept The luxury universe of Nespresso is physically symbolized by the Nespresso Boutique Concept that invites consumers to experience the unique world of Nespresso in modern and stylish Boutiques.In this warm, comfortable and cosy area, the club members can discover the premium blend coffees, limited edition varieties, all the machines and accessories and also benefit from personalized advice provided by coffee specialists. c. An Innovation of Business model in the Coffee Industry: The concept developed by Nespresso is pr otected by 70 patents (for machines, capsules and the service). The first ones expire in 2012, until then, the company as a complete monopoly. Nespresso is giving licenses to several industrial companies (such as Krups, Magimix, Alessi and Saeco in France) in order to produce the machines in exchange for royalties.The machines are then sold in malls, and all kinds of store selling household electrical applicants (Darty, Boulanger in France). However, the distribution of the capsules is completely different. The capsules are only sold in â€Å"confidential† boutiques dedicated to Nespresso. Moreover, capsules and machines form an integrated system. In fact, when a customer buys a machine, he then can only use Nespresso capsules. So even if the sales of the machines only represent 4% of the company’s turn over (compare to 96% for the sale of capsules), they play key roles in Nespresso’s global strategy.This integrated system work exactly as the ones we observe in the printer market. II. COUNTRY CLIMATE a. Cultural Environment The regionalism in Switzerland makes it very difficult to speak only one language. They are influenced by Germany, Italy and France. Furthermore, the Rhaeto-Romanic culture in the eastern mountains of Switzerland is robust. i. Art The Folk Art still exists because organizations all over the country strive to preserve it. It includes fields like music, dance, poetry, wood carving and embroidery (usually showed on traditional clothing).In addition, there are some forms of arts that are only kept in the mountains, like Yodeling (a type of singing) or accordion (music instrument) or even alphorn (a music instrument which is more popular but only in some areas). The melodies of folk music vary between regions. In particular, the Alpine Folk culture is characterized by very expressive dances. Some small musical ensembles are practiced in mountains area, usually in the French speaking part of Switzerland. Moreover, there is th e Visual Art: in the 16th century, Protestantism had a strong influence on it in Switzerland.Some painters became very famous like Alberto Giacometti, Jean Tinguely and Paul Klee. Finally, the artistic Dada movement was created in Switzerland in the 1910’s. ii. Architecture Swiss people have a strong architectural tradition. We can found the Romanesque style of the 12th century in cathedrals (like in Basel, Sion, Chur, Geneva and Lausanne) and on castles or fortresses. There are also some cathedrals in Gothic style (in Schaffenhausen, Zug and Zurich) and in Baroque style (Einiedeln and St. Gallen). iii. LiteratureSwitzerland produced worldwide renowned writers, like Jean-Jacques Rousseau (Geneva), Jacob Burckhardt (Basel), Germaine de Stael (her house was a center of European Literature in 18th century), Gottfried Keller, Conrad Ferdinand Meyer, Jeremias Gotthelf, Charles Ferdinand Ramuz and Hermann Hesse and Carl Spitteler (who both won a Nobel prize for their work). iv. Mus ic Switzerland has not really a musical tradition, except some composers, in the 20th century, like Arthur Honegger, Othmar Schoeck and Franck Martin. In Lucerne there is the Lucerne Festival of International Music and, in Montreux, the Montreux Jazz Festival. . Media The most important regional media in Switzerland is newspapers; some of them are renowned for their thorough coverage of international issues, like  « Neue Zurcher Zeitung  » (Zurich) and  « Le Temps  » (Geneva). Television has a great role too in the modern culture lifestyle in the country. The national public broadcaster is SRG SSR. It offers three networks, one for each language spoken (German, Italian and French). vi. Science There has been a long tradition of Swiss scientists since Paracelsus who introduced the field of chemistry into medicine in the 16th century.The Bernoulli family is known for their contribution to mathematics. Leonard Euler is another famous mathematician. Horace-Benedict de Saussure w as a naturalist and pioneer in Alpine studies. In the Federal Institute of Technology in Zurich there were a lot of Nobel Prices. Finally, Albert Einstein, who was born in Germany, moved to Switzerland and became a Swiss citizen. b. Social environment i. Labor law While the European Union implemented a strong regulation regarding employer/employee relationship, the labor law in Switzerland is few regulated and is more oriented in favor of the employers.For instance, the termination legislation is not detailed: there must be a â€Å"cause† but in case of a dispute between an employer and an employee, a judge in court will make a decision. Some rules about compensation in case of termination exist but they are not generous. On the other hand, sickness is not a reasonable cause for it, on a sliding scale which permits up to 180 days of sickness after six years of employment. Furthermore, employers can impose an up to three weeks non-competition agreement to their employees. Even if overtime is allowed, the maximum work-week is 45 hours; however, this limit does not apply to managers.In addition, a minimum of four weeks’ vacation is required per year. As far as maternity leave is concerned, return to work is only possible after 6 to 8 weeks. Nevertheless, Switzerland is progressively influenced by the EU social environment. ii. Social protection Resident individuals and individuals with gainful activity in Switzerland have to contribute to the Federal Old Age and Disability Insurance plan and to the federal unemployment insurance plan. Today, the contribution to the Federal Old Age and Disability Insurance plan is half paid by the employer and half by the employees and amounts to 12. % of total employee remuneration. The unemployment contributions represent 2. 2% of total employee remuneration on an annual basis. In addition, in most cantons, health and hospitalization insurance is mandatory. As a result, some companies propose to contribute to their employees' health insurance or they implement group-insurance models for them. Moreover, Switzerland is one of the OECD countries which have the highest unemployment benefits: it offers to unemployed people more than 70% of average earnings. As a consequence, Swiss low-paid people lose more money by going back to work than being unemployed. iii.Swiss work permits The available residence and work permits are the ‘120-day' permit, the class A, B or C permits, the fiscal deal permit and the political refugee permit. Except the ‘120-day', other permits are subject to quotas. However, agreements signed with the European Union are progressively implementing EU freedom-of-movement rules which may finally enable EU citizens to by-pass the quota permit system. iv. Hofstede’s model applied to Switzerland In the frame of the Hofstede model, the highest cultural dimension of the Swiss population is its Masculinity (MAS) at a value of 70 compared to a European average of 59.T his implies that there is a strong difference from a gender perspective and that men are very competitive. The second highest Hofstede dimension in Switzerland is Individualism (IDV) whose level is at 68, compared to a European average of 61. Therefore, the Swiss inhabitants are characterized by their individualism: if they care about themselves and their family, they are not prone to interfere in others’ life. This cultural aspect is in adequacy with the non-commitment of Switzerland to the European Union. The lowest cultural characteristic of Switzerland is Power Distance (PD) at 34 compared to a European level of 45.This demonstrates that in the Swiss culture the power tends to be equally distributed among all the members of the society. c. Economic environment Switzerland is one of the world's most stable economies. In fact, its policy of long-term monetary security and political stability has made it a safe haven for investors, creating an economy that is increasingly de pendent on a steady tide of foreign investment. Because of the country's small size and high labor specialization, industry and trade are the keys to Switzerland's economic livelihood.The highly qualified labor force is performing highly skilled work. The main areas include micro technology, hi-tech, biotechnology and pharmaceuticals, as well as banking and insurance know-how. The service sector now employs the greatest number of people. Swiss companies are extremely competitive in world markets. In some branches, more than 90% of goods and services are exported. The best-known export items are watches, chocolate and cheese, but in fact mechanical and electrical engineering and chemicals together account for over half Swiss export revenues.The largest company is Nestle, the biggest food company in the world. It has around 278,000 employees, about 97% of them outside Switzerland (2009). In 2010, 15 Swiss firms, including the pharmaceutical giant Novartis (No. 160) featured on the â⠂¬Å"Fortune Global 500†, an annual ranking of the 500 most powerful corporations which is compiled by the eponymous American business magazine. Switzerland is also known as a financial centre; it is a central pillar of the Swiss economy, generating over 11% of Swiss GDP. The most important players are banks, followed by insurers.Switzerland has achieved one of the highest per capita incomes in the world with low unemployment rates and a low budget deficit. Swiss wages are higher than in the rest of Europe because of the cost of living. Statistics released by the European Union in 2002 showed that Switzerland was the third most expensive country in Europe, after Norway and Iceland. The Swiss pay particularly high prices for meat, cooking oil, fish and vegetables. Switzerland is not integrated in the European Union but signed Bilateral Agreements with the EU. It has its own money: the Swiss Franc.As a part of the European continent, its main exports and imports partners are Euro pean Union members: France, Germany, Netherlands, Italy, UK, Austria and Spain. Switzerland does also trade with the US. In 2009, 59. 7% of exports went to EU countries, and 78% of the imports came from EU states. That entails interdependence with those countries’ economies, which are part of the biggest economies and unions in the world. For instance, Switzerland suffered from the worldwide financial crash and economic recession in the early 2000s and in 2008.Switzerland's economy only grew 2. 8% in 2010 because of this 2009 recession. The age of unlimited economic growth in Switzerland is over. Fear of unemployment has been one of the main concerns of the Swiss for several years. Switzerland is concerned that economic activity should have as little impact as possible on the environment. Its energy and transport policies aim to be environmentally friendly. i. Economic indicators GDP – official exchange rate| $522. 4 billion (2009 est. )| GDP – real growth rate| 2. 8% (2010 est. )|Labor force | 4. 13 million (2009 est. )| Unemployment rate | 3. 9% (2010 est. )| Population below poverty line| 7. 4% (2009 est. )| Investment (gross fixed) | 19. 9% of GDP (2009 est. )| Budget – revenues| $192. 1 billion| Budget – expenditures| $194. 2 billion| Public debt| 39. 6% of GDP (2010 est. )| Inflation rate (consumer prices) | 0. 7% (2010 est. )| Current account balance | $49. 35 billion (2010 est. )| Exports | $235. 2 billion (2010 est. )| Imports | $220. 4 billion (2010 est. )| Debt – external| $1. 19 trillion (30 June 2010)|Stock of direct foreign investment – at home | $514 billion (31 December 2010 est. )| Stock of direct foreign investment – abroad| $814. 6 billion (31 December 2010 est. )| d. Political Environment i. General Background In 1848, Switzerland became a modern federal state, and its official name is Swiss Confederation. Switzerland’s form of state is federal republic and comprises 26 semi-aut onomous cantons and half-cantons. The government consists of seven members, whom are elected by the Bicameral Federal Assembly, and the government members work as president in turns.Also, the Swiss people have rights to influence poetical concerns with the help of the highly developed system of direct democracy, which is strongly supported by the federal constitution. Moreover, the neutral position taken by Switzerland in the world allows it to act a vital humanitarian role in the global affairs and to perform as an arbitrator between conflicting parties. ii. Political structure Based on the constitution of 1848 with revisions in 1874 and 2000, Switzerland formed its own legal system, which is viewed as a highly effective system in the world. National legislature Bicameral Federal Assembly, the parliament of Switzerland, comprises National Council of 200 seats and Council of States of 46 seats. While both of National Council and Council of States are elected directly, whereas the nu mber of seats from each canton in the National Council is assigned in accordance to the size of the population. Moreover, if any code passed by both chambers that revised the constitution, it has to be submitted to a public vote. In Switzerland, as in all democratic countries, citizens elect representatives to act on their own behalf.Also, Switzerland gives its citizens the chance to take a direct participation in decision-making. Compared with other countries and places giving citizens important roles in decision making, such as Italy and several states in US, the direct democracy in Swiss legal system is regarded as the most extensive one in the world. Generally, provided the 100,000 signatures to petition for a referendum, the Swiss citizens can initiate changes to the constitution in order to either propose their own legislation or oppose certain legislation existed in the current legal system. State legislature Switzerland is divided into 23 cantons, three of which are divided into half-cantons. Each of the 26 cantons and half-cantons has a parliament, elected by universal vote, and a government, the organization of which varies. The federal president is in charge of all 26 states. The president is selected among the members of the Bicameral Federal Assembly by rotates annually. iii. Policy issues The current hot spots of policy issues in Switzerland include fiscal stability, economic recovery, and reform of the state social security schemes.Besides, the severe appreciation of the Swiss franc forced the central bank in Switzerland to tend to adopt exchange rate following euro. The Swiss government believes further trade liberalization of the economy will remain a significant goal in the future. Also, the foreign policy will focus on the relationship with the EU, with the purpose of achieving more opportunity in the global business world. iv. Foreign policy As the world moves forward, Switzerland both formulates corresponding foreign policies and modifies the policies already approved to face its emerging challenges.Therefore, the government has defined the foreign policy objectives to regulate the foreign policies, including peaceful coexistence of people of all nations, respect for and promotion of human rights, environmental sustainability, representing the interests of Swiss businesses abroad, alleviating need and poverty in the world. III. ADVERTISING REGULATION a. General Regulation in Advertising Almost all of countries have a series of advertising laws to regulate business activities. Advertising may potential drives and persuades consumers into commercial transactions that they may not receive the promised value of products.Therefore, in many countries, government enacts advertising law to control false and deceptive advertising and protects consumers’ right to know that they are getting all necessary information the product should have. Legislation department has the responsibility to regulate the advertising market in terms of control comparative advertising, protect consumers’ right, as well as protect public interest which devotes to prohibit misleading, exaggerate advertising. Some European countries also carry out Market Surveillance which aims to establish authorities to be responsible for market surveillance.These authorities should have the necessary resources and powers to supervise any business activities that involve unfair consequences. For example, surveillance authorities have the responsibility to check whether a product is qualified for applicable safety requirements. If not, actions should be taken to make the product compliant; otherwise, sanctions will be conducted. b. Switzerland Regulation in Advertising Specifically to Switzerland, although it is not a member of the European Union to follow European Law, the country itself has a relatively restrict advertising regulations on media communication, especially television advertising.The most important law regulating adv ertising is the Federal Law against Unfair Competition (Bundesgesetz uber den unlauteren Wettbewerb (UWG) prohibiting any unlawful behavior or business conduct that betray the principle of good faith. The Swiss advertising industry has adopted its own professional ethics in the principles of the Swiss Commission for Integrity of Advertising. The country conducts the Act against Unfair competition which particularly emphasizes on consumer protection. â€Å"Art 3 Lit. Lit. † of this Act regulates unfair and aggressive competition advertising and should avoid influence on consumer’s buying decisions to buy products or services. In addition, this Act regulates duration of advertising and interruption of programs, tele-shopping, sponsorship, self-promotion, product placement, and so on related to television advertising. For example, this regulation prohibits any advertising involves religious or political advertising, incorrect, misleading advertising, subliminal advertisin g, and surreptitious advertising.Tele-shopping presents a direct communication platform to sending out messages containing direct offers for sales of goods to consumers, therefore, the Act only allows 1 hour a day for either private or public broadcasters. Plus, encourage teenagers to contract for the sales of goods or services are not allowed. Furthermore, the Act also mentions about the presence of products in a television programs. It is not allowed to present a special focus on certain products or promotion of the products during a TV program; otherwise, it can be treated as surreptitious advertising.INDEX PART 2 I. NESPRESSO  : ITS INTERNATIONAL EXPANSION II. COUNTRY CLIMATE OF MEXICO h. Cultural Environment i. Language ii. Family Values iii.  «Ã‚  Machismo  Ã‚ » iv. Meal habits v. Religion vi. Coffee habits vii. Hofstede model i. Social environment i. Overview ii. Demographics iii. Income distribution iv. Education level v. Hierarchical society j. Economic environment i. Overview ii. Trade and international partnerships iii. Foreign Investment iv. Agriculture and focus on coffee k. Political Environment i. General Background ii. Political structure iii.Policy issues iv. Foreign policy III. ADVERTISING REGULATION IN MEXICO I. NESPRESSO  : ITS INTERNATIONAL EXPANSION Nespresso always aimed at being an international brand. When Nespresso started, the strategy was to focus on the professional market by marketing restaurants and offices (Business to Business). They launched their machines and capsules in Japan, Italy and Switzerland. In fact, the brand did not just launch its products on the domestic market to see if the business model was effective, they immediately acted at an international level.This strategy was a failure and Nespresso changed its business model in 1988. From then on, Nespresso has been focusing on the public market (Business to Consumer) by restraining the distribution of their products to their own boutiques. Again, they directl y launch their products with their new strategy in France, Italy, Switzerland, United States and Japan. Now the brand is present and successful in more than 50 countries all around the world. We are now going to focus on Mexico. Nespresso is already present in Mexico since 2008 and the brand opened seven stores in the city of Mexico DF.Here is the youtube link of the opening of one of these stores in Mexico DF: http://www. youtube. com/watch? v=ZDSqINiIfeA II. COUNTRY CLIMATE OF MEXICO a. Cultural Environment i. Language Due to the Spanish control of Mexico, the main and official language in Mexico is Spanish, but Mexico is also a home to a great amount of indigenous languages, spoken by 5. 4% of the population. Eighty percent of the Mexicans who speak a Native American language also speak Spanish. Approximately, more than 100 Native American languages are still used in Mexico.Among all of these Native American Languages, Nahuatl, the most important and popular one, is the primary l anguage of more than one million Mexicans and it is spoken by almost one-fourth of all the Native Americans in the country. This language is followed by Maya spoken by 14% of Native Americans, and by Mixteco and Zapateco that are both spoken by 7% of the Native Americans. ii. Family Values. The family is a vital factor of the social environment: it is regarded as a significant element in the social structure by the Mexico’s government. The extended family, providing the stability, is as important as the nuclear family.Mexican people are willing to do whatever they can to help their family members. Following the traditions, fathers are the head, and the decision-maker in the majority of the Mexican families. Mothers who are respectful are usually their husband’s secondary. iii.  «Ã‚  Machismo  Ã‚ » Machismo means masculinity. From a Mexican perspective, to make remarks to a woman is considered normal and is not harassment. The Mexican men believe that nothing must b e allowed to tarnish their image as a man. They are very proud of being a man and, if you hurt this, they can get very aggressive because they think that it is their right. v. Meal habits Due to the diversity and richness of cultural environment, people in Mexico are fond of great eating and drinking: this is a common characteristic in Mexican society. As known to all, Mexican cuisine plays an important role in world cuisine system and it represents the country’s image. The most popular ingredients of Mexico food are beans, rice, corn, tomatoes, papayas, vanilla, and peppers. In addition, Mexican people have a great variety of drinks: the most popular one is tequila but they also drink a lot of soft drinks and beers.Mexicans usually have a light breakfast that includes coffee and/or a fruit before they leave to go to work or school. Then, halfway through the morning, they have a tortilla or a bread roll. The  « comida  » is the most important meal of the day and it is ser ved between 2 and 4 pm. It has three or four courses, soup, rice or pasta, meat accompanied with tortilla and refried beans and dessert. Dinner is served between 8 and 10 pm and they usually have sweet rolls, coffee and milk. They mostly eat outdoors. v. Religion The main religion in Mexico is Roman Catholicism.After the Spanish conquest, the Mexicans really accepted the catholic religion with its beliefs and practices but they did it on the basis of their pre-Hispanic religious beliefs. For instance, the Virgin Guadalupe was associated with the pagan goddes Tonantzin. As a result, their Catholicism is usually described as syncretism. The Catholic beliefs pervade the life of every ordinary Mexican because the Catholic Church has been a powerful institution in the Mexican history. Its relation with the state has been very tense. We can see that in the last decades the Protestant religion has been very present in the South of Mexico. vi.Coffee habits Worldwide speaking, the consumptio n of coffee is growing significantly due to the technical innovation that reduces the processing time. Also, with the advance of telecommunication, the distributors also get benefit from buying quantities on a â€Å"just in time† basis. From a traditional point of view, coffee is considered as a commodity in many developing countries, especially in Latin America. Unlike developed countries where coffee drinking and cafe places are growing rapidly in high demand, the coffee drinking habits in Mexico grow relatively slowly due, in particular, to the underdeveloped social infrastructures.The Mexicans have a way to drink coffee which is kind of unique: they like to add a small amount of cinnamon to the ground coffee before brewing it, so that it adds a distinct flavor and reduces the acidity. Some do put cinnamon sticks and brown sugar in it but for example, in Veracruz, they usually drink instant coffee that they call  « Americano  ». The very Mexican thing about coffee is t hat they like it flavored atole. Atole is a kind of watery form of corn pudding that you can drink. They have Atole of a lot of ingredients (vanilla, chocolate, etc†¦).Based on above analysis and the insight of change in Mexico society, companies and business organizations should focus on attracting more customers with higher purchasing power who are eager for better products and services. Additionally, providing aggressive advertising enhancing family values and interactive communications to consumers in Mexico is also very vital because it may have a potential to acquire more than 100 million untargeted consumers. vii. Hofstede model Mexico is similar to many Latin countries when Hofstede's Dimensions are compared and analyzed.Mexico's highest Hofstede Dimension is Uncertainty Avoidance (UAI) (82), indicating the society’s low level of tolerance for uncertainty. In an effort to minimize or reduce this level of uncertainty, strict rules, laws, policies, and regulations are adopted and implemented. The ultimate goal of this population is to control everything in order to eliminate or avoid the unexpected. As a result of this high Uncertainty Avoidance characteristic, the society does not readily accept change and is very risk adverse. This is a real challenge for a brand as Nespresso which is a new concept of coffee consumption.Mexico has a low Individualism (IDV) ranking (30), but is slightly higher than other Latin countries with an average 21. The score on this Dimension indicates the society is Collectivist as compared to Individualist. This is manifest in a close long-term commitment to the member ‘group', be that a family, extended family, or extended relationships. Loyalty in a collectivist culture is paramount, and over-rides most other societal rules and regulations. The society fosters strong relationships where everyone takes responsibility for fellow members of their groupMexico has the second highest Masculinity (MAS) ranking in Latin America (69). This indicates the country experiences a higher degree of gender differentiation of roles. The male dominates a significant portion of the society and power structure. This situation generates a female population that becomes more assertive and competitive, although not at the level of the male population. Another dimension in which Mexico ranks higher than other Latin neighbors is Power Distance (PDI) with a rank of 81, compared to an average of 70.This is indicative of a high level of inequality of power and wealth within the society. This condition is not necessarily subverted upon the population, but rather accepted by the culture as a whole. This is a â€Å"good point† for Nespresso who position itself as a luxury brand because the healthy and powerful part of the population can see in Nespresso a way to show and affirm their superior social status. b. Social environment i. Overview The social environment in Mexico is very complex and polarized in ter ms of income distribution, social status, and education level throughout the country.In late 1990s, the Mexican economy has started to emerge because of the commercial liberalization with a rising class of affluent elite which contrasts to majority of poor people in both rural and urban areas. The major social condition in Mexico accounts for a rapid increasing in population with an inequitable income distribution. The recent decrease in the rate of mortality as well as in the rate of fertility contribute to shape an older population in Mexico which, in turns, impacts the future demands in consumption, employment, education as well as other social indicators.According to Global Consumer Survey 2009 of the consultancy Accenture, â€Å"Mexicans are facing a state of volatility, which approximately half of consumers in Mexico are not satisfied with services and products they received right now and expect to high quality products and service. † In addition, an additional study re veals that 29% of merchants are not satisfied with their current suppliers and they are favor of looking for high-quality innovated products and services with wider varieties of options. ii. Demographics * PopulationAs shown in the latest census conducted in 2010, Mexico’s Population is 112,336,538, becoming the most populous Spanish-speaking country in the world and the eleventh most populous country in the world. Moreover, the Mexican population grows at 1. 102%. * Age structure The age structure is as followed: – 0-14 years: 28. 2% (male 16,395,974/female 15,714,182); – 15-64 years: 65. 2% (male 35,842,495/female 38,309,528); – 65 years and over: 6. 6% (male 3,348,495/female 4,113,552) (2011 est. ). * Urbanization 78% of total population is urbanized (2010) and the annual rate of urbanization is 1. % (2010-15 est. ). It is interesting that Mexico City is the second-largest urban agglomeration in the Western Hemisphere, after Sao Paulo (Brazil), but bef ore New York-Newark (US). iii. Income distribution Mexico has been regarded as a highly unequal country for a long period. Mexico has the second highest level of income inequality in the globe, becoming one of the 20 countries with the highest degree of inequality. The Figure 1 shows data on Mexico’s gini coefficient, which is a measure to evaluate the level of undistributed income, from 1950 to 2004.As shown in the Figure 1, although Mexico reduced inequality in a great extent during the 1960s and 1970s, Mexico has not solved the problem of unequal distribution of income since the 1980s. Moreover, Mexico has the highest level of relative poverty in the Organization for Economic Co-operation and Development (OECD). Compared with average level in the OECD, one in every ten people being poor, the Mexico has higher percentage, one in five. This means that virtually 50% of Mexicans cannot live with its current income. The figures 2 and 3 below show the movement of the gini coeffi cients of urban nd rural areas respectively in Mexico from 1994 to 2006. The inequality of income in urban areas of Mexico has steadily declined since 1994. Furthermore, the inequality in rural areas experienced an increasing trend from 1994 to 2000, and then declined since 2000 to the 1994 levels. Moreover, the significance of unequal income distribution in both urban and rural areas are approximately the same. iv. Education level According to the analysis of data, Mexico’s government amount of expenditure in the field of education is $28 billion every year, as much as 4. 8% of GDP, which ranks the 69th in the world compared with other countries.The Mexican education system is divided into four levels, preschool, compulsory basic education, upper secondary education, and higher education. Among the four levels of education system, the government is only officially responsible for providing compulsory basic education. The whole system enrolls nearly 31 million students, 86% o f population aged three to 25. The literacy rate is 91. 4%. The key issues in Mexican education system is insufficient enrollments and high dropout rates above the primary level, insufficient supply of upper secondary schools, and low student achievement levels. v. Hierarchical societyThe Mexican society are highly stratified and vertically structured. The hierarchical relationships are emphasized in the Mexican society. The people in the Mexico would like to respect authority and power, and follow those who are above them for guidance and decision making. It is interesting that the rankings are important in Mexico, and therefore those having more authority should be treated with respect. The belief of hierarchy makes it important to know the chain of hierarchy in your surroundings, and Mexicans know about how each individual fits into each hierarchy, such as family, friends or business. . Economic environment i. Overview Mexico is the second largest national economy in Latin Americ a. It is assessed by the World Bank as an upper-middle-income country. Poverty is a serious Mexican issue as around 47% of the population lived below the poverty line in 2008. As a consequence, since 2002, the Mexican Government has implemented a social assistance program called Oportunidades to address the worrying problems of poverty; this program replaced the previous program Progresa created in 1997.In 1983, Mexico was a highly inward-oriented economy with a government that was outspoken in its criticism of multinational companies. However, after years of stagnant economic activity and high inflation in Mexico, the government liberalized the trade sector in 1985 which led to the resumption of economic growth. Since the devaluation of the peso in 1994, macroeconomic indicators have improved: for instance, inflation and public sector deficits are now under control. Nevertheless, in 2009, the economy experienced its deepest recession since the 1930s: Mexican gross domestic product (GDP) tightened by 6. %. This recession was mainly due to weaker exports to the United States, to a reduction in oil revenues, to the consequences of H1N1 influenza on tourism and to lower remittances investment from abroad. In fact, Mexico is largely dependent on the money sent home by the millions of migrant workers in the US: remittances average per year stands at around U. S. $21 billion. A major part of remittances is used for immediate consumption (food, housing, health care, education) but some of them permit the implementation of shared projects and the improvement of infrastructure.In 2010, Mexico’s economy created 730,348 jobs. According to Bloomberg’s forecast, the Mexican growth will slow to between 3 percent and 4 percent in 2011 after a growth of 5. 1 percent in 2010. The underlying reason is that Mexico's economic fate is closely tied to that of the United States. However, Mexico’s central bank reaffirmed its willingness to cut interest rates if t he global economy further deteriorates. The average Mexico's unemployment rate from 2000 until 2010 was 3. 45 percent reaching an historical high of 5. 93 percent in May of 2009 and a record low of 2. 2 percent in November of 2002. In September 2011, it was at 5. 26 %. According to data collected by Doing Business, â€Å"starting a business there requires 6 procedures, takes 9 days, costs 11. 2% of income per capita and requires paid-in minimum capital of 8. 4% of income per capita†. On the ease of starting a business, the Doing Business 2012 rank of Brazil is 75 out of 183 economies, compared to a 2011 rank of 66. This means Mexico lost 9 places in one year. Finally, the average Doing Business 2012 rank of Mexico is 53 out of 183 economies, compared to a 2011 rank of 54.This means Mexico wins 1 place in one year. ii. Trade and international partnerships As an export-oriented economy, more than 90% of Mexican trade is under free trade agreements (FTA). In fact, Mexico's trade is shaped by 44 FTA; among them, there are the ones with the United States and Canada through the NAFTA (North American Free Trade Agreement) since 1994, with the European Union since 1999, and with Japan since 2004. Mexico is the United States’ second-largest export market and third-largest trading partner. A large part of U. S. xports to Mexico is electronic equipment, motor vehicle parts and chemicals. Trade issues are mainly settled through direct negotiations between the two countries, via World Trade Organization (WTO) or via the formal dispute settlement procedures of NAFTA. Foreign direct investment (FDI) in Mexico for 2009 was $14. 4 billion, and it decreased of 51% from the previous year. Almost a half of FDI comes from the U. S. (Bureau of Western Hemisphere Affairs). iii. Foreign Investment The Mexican amount of foreign direct investment (FDI) in 2009 was $14. 4 billion, i. e. decline in 51% from the previous year. 45% comes from the U. S. which was once again th e largest foreign investor in Mexico of reported FDI ($6. 4 billion FDI from the U. S. ). The decrease of this figure can be mainly attributed to the 2008 and 2009 economic slowdown in the United States. iv. Agriculture and focus on coffee Only 11% of Mexico's land area is cultivable and only less than 3% of it is irrigated. Mexico’s most revenue-producing crops are corn, tomatoes, sugar cane, dry beans and avocados but Mexico also takes advantage of its production of beef, poultry, pork, and dairy products.The Mexican agriculture has benefitted from the implementation of NAFTA but structural inefficiencies continue to represent a hindrance to improvements in productivity and living standards for many famers in the agricultural sector. In fact, the Mexican agricultural landscape is largely characterized by small-scale producers, a lack of infrastructure, inadequate supplies of credit, a communal land structure for many producers and a large subsistence rural population that i s not part of the formal economy. This is the reason hy the number of Mexican farmers is decreasing as they see more opportunities in the industrial sector and in cities. In addition, at the beginning of 2011, the Mexican agriculture had to face rough climate conditions: Mexico, and in particular, the northwestern state of Sinaloa, known as the â€Å"Bread Basket of Mexico†, was hit by unusually cold temperatures in January and February. In total, this is more than 1. 5 million acres of corn, vegetable, citrus and other crops that were either damaged or destroyed in Sinaloa, representing a preliminary economic loss of approximately one billion dollars.The cold weather also hit the 2010-2011 harvest of coffee. Mexico is the world’s seventh largest coffee producer after Brazil, Vietnam, Indonesia, Colombia, India and Ethiopia and it constitutes one of the leading suppliers of organic, shade-grown coffee. The country has 480,000 coffee growers; most of them are working on small parcels of land of less than 5 hectares in size. Coffee growers are mainly located in Chiapas, Veracruz and Oaxaca for a production of 268,000 metric tons a year.If the Mexican coffee consumption per person is rising – it has doubled since 2000, it remains low at about half the equivalent consumption of the coffee-growing Central American nations. Therefore, 62% of the coffee harvest is still exported, generating $400 million annually. d. Political Environment i. General Background Mexico is a federal presidential representative democratic republic based on a congressional system. It comprises thirty-one states and a Federal District, the capital city. The president of Mexico is both head of state and head of government, and of a multi-party system.The federal government represents the United Mexican States and is divided into three branches: executive, legislative and judicial, as established by the Political Constitution of the United Mexican States, published in 191 7. ii. Political structure The executive power is exercised by the executive branch, which is headed by the President and his advisers, secretaries independent of the legislature. Legislative power is represented by the Congress, a two-chamber legislature comprising the Senate and the Chamber of Deputies.Judicial power is exercised by the judiciary, consisting of different institutions such as the Supreme Court of Justice of the Nation, the Council of the Federal Judiciary and the tribunals. Political parties must be registered in the Federal Electoral Institute (IFE) and must obtain at least 2% of votes in the federal elections to be kept in their registry. Although in 2010 there were 7 different parties the three most important are National Action Party (PAN), the Party of the Democratic Revolution (PRD) and Institutional Revolutionary Party (PRI).Political parties are allowed to form alliances or coalitions to nominate candidates for any particular election. iii. Policy issues Dr ug-traffic, narco-related activities and police corruption are a major concern in Mexico. More than 30,000 people have been killed by drug violence since 2006. The current president Felipe Calderon made abating drug-trafficking one of the top priorities of his administration. There has been a tendency to increase the militarization. Mexican Army was deployed to cities where drug cartels operate.This action has been heavily criticized, even by the National Human Rights Comission, but unprecedented results have been obtained fighting against drug carterls and reducing violence. In October 2007, the president Calderon and US president George W. Bush announced the Merida Initiative a historic plan of law enforcement cooperation between the two countries. This initiative tries to confront criminal organizations whose illicit actions undermine public safety, erode the rule of law, and threaten the national security of the United States. In 2008, Congress approved an initial $400 million f or Mexico. v. Foreign policy Mexico takes part in many international organizations such as: the United Nations, the Organization of American States, the organization of Ibero-American States, the OPANAL and the Rio Group. Mexico has also presence in major economic groups: G8+5 and G-20. Nowadays, Mexico’s largest trading partner is the United States which is one of the most relevant players in the world of affairs. On the other hand, Mexico has given support to the Cuban government since 1969, the Sandinista Revolution in Nicaragua and leftist revolutionary groups in El Salvador during 1980. III.ADVERTISING REGULATIONS IN MEXICO Advertising in Mexico is highly regulated: there are at least seven federal laws, five federal regulations and a variety of Mexican official standards. In addition to that, state laws and regulations are applied to advertising. The most important law regarding advertising is the Federal Law for Protection of Consumers (FLPC). Article 32 of FLPC establ ishes that an advertisement has to be truthful and verifiable. It also must not contain any text, dialogue, sounds, images, marks, geographical indications or other indications which could induce consumers into error or confusion.Consumers must not be misled as to the qualities and characteristics of an advertised product or service; or into thinking that such a product or service is better than one offered by a competitor when this is not the case. Comparative advertising is allowed if the information is not deceptive or abusive. â€Å"Deceptive† or â€Å"abusive† descriptions are described as inducing consumers into error or confusion due to the inexact, false, exaggerated, artificial or tendentious form in which the information is presented. The advertiser need not include any reference to the registration status of a trademark or patent used in an advertisement.In order to have the trademark, the company has to provide information about: * The kind of media used to advertise the mark in Mexico and, if applicable, in foreign countries; * The timescale for use of the mark in advertising in Mexico and, if applicable, in foreign countries; * The financial amount invested in advertising the mark in Mexico and in foreign countries during the previous three years. The Consumers Federal Bureau is the regulatory body charged with examining alleged breaches of the FLPC. Where an dvertisement is found to be infringing, the bureau can: * Order the infringing party to stop using the advertisement; †¢ Order the infringing party to alter the advertisement to prevent further breach; †¢ Impose a fine from $332. 52 and up to $1,064,044. 07 Mexican Currency. Wrong comparative advertising entails unfair competition and refers to the trademark infringement provisions set out in Paragraph X of Article 213the Industrial Property Law. Underage consumers and other susceptible groups of the society are under special protection in Mexican law.On the 10th of A ugust of 1990, Mexico ratified the United Nations Convention on the Rights of the Child. Article 1 of the Convention defines a child as a person below the age of 18. Article 17(e) obligates member states to ‘encourage the development of appropriate guidelines for the protection of the child from information and material injurious to his or her wellbeing’. Local regulations also contain specific information regarding to the marketing of alcohol and tobacco for children, the use of crude language and sexual content in advertising.Children’s advertising must not offend national or family values, or encourage hazardous or harmful activities. The three government bodies primarily responsible for the regulation of children’s advertising are the Ministry of the Interior, the Attorney General for Consumer Protection, and the Ministry of Health. The Federal Law on Radio and Television makes compulsory the approval by the Ministry of The Interior of all radio and te levision advertising. Advertisers must avoid: * Statements that promote racial discrimination or that denigrate or offend national heroes or religious beliefs. Statements that promote criminal acts, violence or vice. * The use of offensive language. * Advertisements that are contrary to public morality or values. * Statements or images that promote the consumption of alcohol, tobacco or illegal drugs. * Statements that may cause public alarm or panic. Federal Law on Radio and Television also provides that children’s programs can be transmitted at any hour. Television and radio advertising must never exceed 18% of the total time of transmission.The Federal Health code extremely restricts the advertising of pharmaceutical products and harmful substances like alcohol, tobacco or pharmaceutical products: * Alcohol and tobacco may never be advertised during television or radio programs broadcast during time periods reserved for broadcasting suitable for all audiences (from 5 am to 8 pm); alcohol advertisements may not be broadcast before 10 pm. * Alcohol and tobacco products may never be given to minors. Children may not be used to sponsor activities relating to consumers under the age of 25 years. Alcohol and tobacco may not be promoted through raffles, contests or collectables intended for children. * Alcohol and tobacco advertising may not use models under the age of 25 years and must never show actual consumption of the product. * Tobacco billboards may not be located within 200 m of elementary or high schools, hospitals, public parks, sports or family centers. * Alcohol and tobacco advertising may never be shown in movie theatres during showings of movies that might be viewed by an underage audience. Alcohol and tobacco advertisements may not appear in elementary or high school materials of any kind, such as notebooks, rulers or books intended for school-age children. * Pharmaceutical products of any kind may not be advertised through cartoons that migh t encourage consumption by children. * Free samples of medication may not be distributed to underage consumers. We can conclude that our brand Nespresso is not going to be over restricted regarding its advertising campaign as it is not an alcoholic, tobacco, pharmaceutical or child product.Nevertheless, Nespresso will have to be really attentive to the trademarks and the Intellectual Property Law and Rights. It will also be necessary to work closely on the radio and television programming. INDEX PART 3 I. COMMUNICATION STRATEGY l. Evolution of Communication Strategies m. International Promotion n. The Nespresso Club o. Events II. INTERNATIONAL STANDARDIZED ADVERTISING STRATEGIES a. TV Advertisings b. Prints c. Social Media Strategy III. RECOMMENDATIONS Since the implementation of its new positioning on the Business to Customer market in 1988, Nespresso has developed a very coherent and strong communication strategy.In fact, every single event Nespresso launched (a new product, a new store, a new event or a new advertising) makes sense, strengthens its strategy and promotes its luxury positioning. Nothing is a coincidence. For instance, on November 7th of 2011, Nespresso opened its first store in an airport: the Orly Airport in France. The stake was not about the opening of a new store in France or of a first store in an airport; it was about providing a new service to its clients by making them get Nespresso capsules easier.Indeed, in its communication report, Nespresso mentioned that this store does not aim at targeting new potential customers but at offering an additional service to the members of its community. In this part, we will focus on the characteristics of the international promotion of Nespresso. I. COMMUNICATION STRATEGY a. Evolution of communication strategies Nespresso’s success in a great extent depends on the communication strategies Nespresso took in its whole developing stages.Nespresso actively get to know what the customers’ demands and expectations are through various researches and investigations in different countries. Besides, aiming at these various demands and expectations, Nespresso determined diversified communication strategies according to the brand’s different phases in life cycle, such as imitation phase, developing phase, and maturity phase. Due to the effective adoption of these communication strategies, the existing customers’ loyalty increase steadily, and an increasing number of potential customers switch to new customers as well.Moreover, as the Nespresso developed and expanded, Nespresso’s managers pervasively applied the most effective communication strategies in the global markets, with special adjustment in different countries’ markets. As following stated, Nespresso applied several communication strategies during the development of Nespresso from beginning to the current period. Nespresso consequently started to select communication strategies of word o f mouth in local boutique, word of mouth in outside boutiques, passive TV advertisements and prints, and other social media. * Word of mouth in Nespresso local boutiquesA key area of consolidation of brand image and reputation is the cultivation of customer loyalty. It is not surprising that more than half of all new Nespresso club members firstly try the brand through the existing customers. Hence, word of mouth is regarded as the brand’s strongest communication strategy by Nespresso’s maagers. The concept of boutique is Nespresso’s invitation to experience the unique world of Nespresso in its modern and stylish boutiques. In the boutiques, the customers also can have retail experience to satisfy customers’ every desire.As well, Nespresso tries to offers customers a sense of timelessness in the Carpe Diem Lounge. Initially, Nespresso used the communication strategy of word of mouth to emphasize its simultaneous opening in Switzerland, France, Italy, Japa n and USA in 1988. Through application of this communication strategy, Nespresso successfully diffuse the knowledge of brand and provide introduction of different products. Also, through this direct and fast communication way, Nespresso can efficiently recognize customers’ reflections and demands, and then correspondingly make adjustments to the current marketing strategies or change promotion ways. Massive TV commercials, other prints and social media After successful application of communication strategies of word of mouth in local and outside boutiques, Nespresso decided to promote its products and publicize its brand image in certain boarder ways. Therefore, Nespresso decided to take massive TV commercial strategies, and select George Clooney as the spoke person of the brand. Also, it was smart that Nespresso did not blast its way onto TV from the initiation, which is taking risk of â€Å"George over-kill†. However, let early adopters enjoy their findings first, an d then expanded the campaign more broadly.Moreover, the choice of George Clooney is based on his screen and off-stage image. The facts of marketing satisfactory prove Nespresso’s choice is right. Through the application of the massive TV commercials, the customers’ identification of Nespresso’s brand and products are increasing in a great extent. Besides the TV advertisement commercials are developed, the massive social media and prints are used as communication strategies in the current age, such as Facebook, twitter and related magazines. b. International Promotion of Nespresso * Communication strategyThe first characteristic of the Nespresso’s global communication strategy is its process: indeed, Nespresso decided to involve the members of its club community within the decision-making process like the choice of the star to embody the brand. The second characteristic of the Nespresso’s global communication strategy is the fact that it is always a t the image the brand: luxury and grandiose. Indeed, Nespresso only associate itself with brands which have the same positioning. For example, in March 2009, the Haussmann Printemps building in Paris was covered by a tarp because the front of the building was renovating.Nespresso chose this unique and large tarp as an advertising board to promote its machine Nespresso CitiZ. In France, the Haussmann Printemps is a symbol of the French high bourgeoisie. The two below pictures illustrate this unique campaign: The last characteristic of the Nespresso’s global communication strategy is its strong visual impact based on pride on notoriety. It is to the point, catchy and easily memorable. * Standardized advertising strategy According to Harvard’s Theodore Levitt, the needs and desires of consumers round the world are growing ever more homogenized implementing a large and unique market. This theory leads some international brands, like Nespresso, to adopt a standardized appro ach for its advertising. The first element which demonstrates this standardized strategy is the fact that most of the Nespresso TV commercials are in English, with subtitles in a foreign language (usually French or Spanish): – Nespresso Cab Driver with Spanish subtitles: http://www. youtube. com/watch? v=E4ImQSU7Kdo; – Nespresso Cab Driver with French subtitles: http://www. youtube. com/watch? =lK8SVWSmTQA. Furthermore, as the brand’s worldwide success is based on the creation of a unique Nespresso experience; its international advertising precisely illustrates this experience’s concept. This is the reason why most of the Nespresso’s commercials take place in the same atmosphere, a Nespresso’s store and enhance the same idea of â€Å"a high-standard brand†. To highlight this vision based on quality and high standards, Nespresso chose in 2005 to bring in the celebrity George Clooney in its ads; in 2008, John Malkovich was also featured in one of its commercials.Celebrities in Nespresso’s commercials are a key international element; this is the reason why selected celebrities are international ones. In addition, the visual aspect of most of the commercials is similar. The colors are the one of the brand and the scene with the last drop of coffee fallen in the cup is in most ads (picture on the left side). Nespresso also invented what could be called the â€Å"Nespresso† original soundtrack. In fact, in all Nespresso’s commercials the same soundtrack is playing.Therefore, the TV campaign developed by Nespresso was received with such enthusiasm far and wide that it really contributed to the worldwide success of the brand. In fact, sales significantly increased after its first commercial â€Å"What Else? † with George Clooney. Last but not least, we identified two kinds of TV ads: on one hand, the â€Å"George Clooney saga† which aims at promoting the brand itself; on the other hand , the ads that aim at promoting the Nespresso products in which George Clooney is not featured. The following link is an example of the second kind: http://www. youtube. om/watch? v=29a2v041uZ0&feature=related. It is from April of 2011. If Nespresso developed global standardized strategy advertising, we noticed some small local adaptations. In fact, the last image of the TV commercials is the logo of Nespresso with its slogan â€Å"coffee, body and soul†. The language of the slogan is in the same language as the one of the subtitles. Below are two pictures with the French and the Spanish slogan. We can also wonder if this standardized advertising strategy is relevant for Nespresso as Switzerland and Mexico are two very different countries.We chose to study some commercials in Switzerland and Mexico of the brand Nescafe to see if this lack of adaptation is an error or not. Nescafe is a brand of instant coffee made by Nestle; it manufactures and sells many different products wo rldwide. Therefore, Nespresso and Nescafe do belong to the same category