Communication Institutionnelle

Strategic management  : Etude de cas 1- SWOT SWOT Apple  : Strenghts  : – Good reputation among consumers always with innovative products (ipod: the first portable music player) – A high turnover and the company is quoted on stock – They have their own operating system (Linux) – Customer loyalty to the brand it create a community among users of Apple – An operating system more intuitive than Microsoft. Weaknesses: – Steeve Job’s death destabilized the brand – Product prices are higher than other competitors' products – Lack of flexibility (you can’t install freeware) Opportunities: – Young children are using more and more products such as Iphone, Iphone to play. – Gap between prices of iphone and android who is closing. Threats: – The androids are developing their own applications (andoid market) – Arrival of computers with batteries that have autonomy from 9am (DELL) – Tablet PC are becoming more accessible (price) with competition SWOT Samsung  : Strenghts: – Highly technical and developed products – Create their operating system for mobile phone (Bada system) – Quick adaptation to competitors' innovations Several sector are covered (tv, laptop, computer †¦ ) if loss of money, it’s offset by other sectors – Reputation of the brand = high-tech Weaknesses: – Several sectors covered brand catchall – Creating products from the competition forger – The operating system Bada is new it is not led bugs, lack of applications†¦ Opportunities: – G rowing on Indian market – Positive brand in terms of consumers = quality Threats: – Increase in prices of raw material – Strong competition on the various markets covered by samsung. 2- Which generic strategy  : About the generic strategy, Apple applies the broad differentiation strategy. Indeed, Apple differentiates with his high quality products, the service that they propose (Apple community) has if they products are realized for the best. The generic strategy of Samsung is more popular. Even if it’s a really technical brand, they play on the cost of the product. They don’t change the quality of the product but they only try to reduce the cost of production. So, it’s a cost leadership strategy that’s using at Samsung Corp. 3- Analyse strategy Apple has an international reputation in the field of high-tech with innovation, and esthetics of its products. With this reputation the company can afford to implement higher price than competitors. Those prices select customers and therefore reduce the target brand. Apple makes its products in front with original advertising campaigns, and sells a preview creating an enthusiasm that the consumer side and therefore a large increase in sales (600 000 iphone4 sold the first day of sale). Samsung operates on the appearance of cheaper products while keeping product uality. This strategy is possible inspired by the technologies of competitors and produced at lower cost. Also the fact that Samsung produce several kind of high-tech products, avoids large losses of money if failure. 4- Suggestions/recommandations based on analysis of strategy Samsung should develop its own designs and technologies so that flakes of the forger image with consumers. Apple, however, with more elitist strategy should democratize its prices on some products to make its product more accessible to smaller budgets.

Analysis of Ahab Moby Dick Essay

1. Dictator: Melville describes Ahab as a dictator. He, as the captain, is the most respectful figure in the Pequod. Some critics say that the novel is a metaphor from the world. Everyone depends of one person. It is a political point of view. The Pequod is seen as a small world. He is a â€Å"grand, ungodly, god-like† man. Ahab is ungodly in that he refuses to submit to any higher power. He does not worship or even acknowledge the superiority of forces beyond himself. Ahab is god-like in that he is larger than life. 2. Obsession: Ahab considers Moby Dick the embodiment of evil in the world, and he pursues the White Whale monomaniacally because he believes it his inescapable fate to destroy this evil. He is obsessed with revenge. Moby Dick dominates the personality of Ahab. He gradually goes crazier and crazier, eventually blaming Moby Dick for everything bad that has ever happened to any human being ever since the beginning of time. Melville describes Ahab as a â€Å"monomaniac,† an interesting word because it suggests two things: first, that Ahab’s insanity focuses itself obsessively on a single thing (Moby Dick), and second, that he’s only insane when it comes to that one thing – he can be rational about just about everyone else. 3. Suffering: Ahab believes that his suffering stems from the White Whale known as Moby Dick. . He lost more than leg the first time he fought against Moby Dick: he lost his pride, his free will, and his very being. His sole purpose after this encounter was to kill Moby-Dick, all else was cast aside. His wife, home, friends, and family do not even cross his mind. Ahab basically spends his life alone in the sea. He feels in home when he is in the ocean. He is always looking for Moby Dick, looking along. He has not friends; he is a romantic hero. Ahab is not a happy human being, he is like heroes of Shakespearean tragedy. He is suffering for the pain he has inside from the beginning to the end of the novel. Close to the end of the novel Melville makes a reflection about Ahab’s life, trying to humanize him. He is lamenting everything on his life.

Buying a House Vs Renting an Apartment

Buying a House Vs Renting an Apartment Buying a home can be an exciting experience for anyone. However, in some cases you just might be better off continuing to rent your home. There are many advantages to buying a home. However, it is not for everyone and buying varies from individual to individual. Currently more people are leaning towards renting but this could change in the near future. After doing the research and looking at all the options; Buying a House is the best way to go. When someone makes the decision to buy or rent a home they must consider the advantages and disadvantages of each. In buying a home the primary advantage is that you actually own it. You can do whatever you want with it. Also, you are building equity as the years go by. However, when they buy a home, the money they put down for a down payment is an investment. When the person sells the home they get back the down payment and the amount the property has appreciated in value. When looking at the advantages of renting it is easy to see the disa dvantages of buying for some people. Even though you don’t get the money back that you spend. Renting vs. buying really just depends on your personal needs. Both have advantages, but neither is the perfect choice for everyone. The first list applies to renting an apartment and the second list is for home buyers. Keep in mind that there are many things to consider when choosing between the two, but this list just touches on a few of the differences. Much of it is just personal preference, so it’s important to figure out what’s right for you. Advantages to Renting an Apartment: If you move frequently, or you’re unsure of how long you’ll be staying in the area, renting could be the better choice. People in the military are often better off with renting an apartment, since they could be stationed somewhere else at any time. When you rent, you don’t have to worry about things like mowing the lawn, repairing a leaky roof, buying a new hot wa ter heater, or most other things that require maintenance. Renting can also be the first step towards buying a home, since you can get to know the area before you buy a house. It would be a shame to buy a house, then a few months later, wish that you lived a few miles away. Advantages to Buying a House: When you buy a house, it’s generally a good investment that will increase in value. This might not be the case if you plan on moving right back out shortly after moving in, though. It’s yours to change as you see fit. Want to add a bathroom? Put a shed in the back yard? Paint it a different color? It’s nice to feel like you can do what you want because it’s actually yours, rather than having to read the fine print of your rental lease before doing something as simple as putting up a shelf. Having a yard is one of the obvious advantages, where you can soak up some sun while enjoying some privacy, rather than hanging out at a crowded public pool ar ea. The yard advantage is also important for people with large pets that might not be allowed in an apartment. Home equity loans often come in handy for people that want to redecorate or put an addition on their home. Privacy is nice and having your own yard is great if you have kids, or just like to sit outside and enjoy some peace and quiet. When you live in some communities, whether you buy a house or live in an apartment complex, some have strict guidelines that you have to follow. In some subdivisions, certain things like the height of your grass in lawn, car repairs in the driveway, leaving garage doors open, or even what you can have in your yard are not allowed. These rules can seem like a lot to some, but they can also be nice if you end up next to a neighbor whose every action lowers property values in the area. When does it make sense to buy? People, who have generally rented their whole lives, purchase a home for various reasons. Owning something of value with a ch ance of

European Union legislative process Essay Example | Topics and Well Written Essays - 2250 words

European Union legislative process - Essay Example The degree to which a certain association involves in the lawmaking procedure depends on the system employed in the legal process. This also depends on the legal base for the lawmaking proposal. The EU legislative procedure is an issue of concern because it lacks the basic essentials of openness and lucidity (G Bermann 2011, 45). This is because it offers inadequate time to the principle players to respond to agreements made by the EP and the EU Council. Therefore, Lisbon Treaty instituted the ordinary legislative procedure following the Article 289 of the EU employed a system of decision making process from all associate states in the establishment of the legislative process. EU Legislative Process The EU legislative process is ample because the introduction of the Lisbon Treaty offer two main decision making process for agreeing legislation. The entry of Lisbon Treaty led to the introduction of ordinary legislative procedure and distinct legislative procedures as the significant process through, which EU can make an effective decision power of the EP (T Christiansen and L Torbjorn 2007, p, 36). However, the ordinary legislative procedure became significant and it replaced the co-decision without amending its substance, but the Lisbon Treat extended this process to include varied areas of EU decision-making process. Although EU consist of 30 particular legislative procedure, which involves the council or EP who play varied roles in the legislative process, but most of them offer the qualified majority voting for the ordinary legislative procedure. ... OLP is the key legislative process through which directives and rules are implemented. This procedure is based on the 2parity principle and requires the EP and council to implement legislation jointly (G Papagian 2006, 123). The OLP is effective because it is used for agreeing legislation in many areas of union competence. This law requires the EP, council and the commission proposal to agree on the amendment before it becomes law. The First Reading by the European Parliament (EP) The EP adequately takes into considerations the legislative proposal first from the European Commission before making any decision. This is effectively made through delivering a position for various proposals made from the European Commission. The committee analyses any modifications that has been proposed to the commission and makes adjustments. The committee level discusses the proposal, which the EP considers as a plenary session. The parliament is invited to agree on the proposed amendments; thus making their stand on the commission’s proposal (D Judge and D Earnshaw 2008, 34). The simple voting majority is one way of adopting the amendments that have been proposed on the commission’s proposal. The Commission has powers of altering the legislative proposal thereby allowing it to incorporate into the EP amendments, which they feel can contribute to better improvements of the legislation. The First reading by the EU Council The EU Council also has to consider the modified legislative proposal of the EU Commission. The considerations usually take place in the majority groups whereby they make decisions and hand them to the sectoral meeting of the councils. In this case, the Council accepts the adjustment and they do not

Children Education through Playing Research Paper

Children Education through Playing - Research Paper Example There are a number of ways that educators could effectively use play in teaching children. Â  Since games allow students to think individually, then innovativeness is one of the most effective ways of teaching children by using play. Allowing students to take part in a game during the learning process allows them to be innovative in their thinking. This not only expands their thinking capacity, it also leads to a high level of creativity. The more students engage in play, the more they become innovative while developing ways and means of succeeding in the game. The outcome improves the knowledge of the child, which helps in improving their performance standards (Sandford, et al., 2006). Â  The building plays collaboratively between the teachers and their students is another way in which teachers could use play in teaching their students. Building a model together in class engages the students, making learning more fun and entertaining. This also improves the socialization between educators and their students in the class. Due to personal or domestic problems, some students find it hard to cope with others in the class. This contributes to a high number of shy cases among the students. However, shy people show tremendous improvement whenever engaging with their teammates during a game. This helps them overcome their shy nature. Â  Using music is an example of how educators can effectively teach their students. According to Jarvis (2002), music affects students directly. The fact that music leads students into the world of fantasy and imagination significantly contributes to the increase in their cognitive ability, and thus remembering more. The importance of music is evident from the effectiveness of the use of music between public and private schools.

The Business Environment Assignment Essay Example | Topics and Well Written Essays - 1500 words

The Business Environment Assignment - Essay Example There is tremendous increase in the sales of fast food bars as compared to restaurants revealed by recent surveys. People are still very much interested in fast food. (Mintel Report-March 2004) Barry's Burger Bar (BBB) is a business in a busy university town in England. BBB operates in a very competitive environment. The market structure within which BBB operates dictates the pricing policies, advertising strategy and profitability potential. Barry has been considering changing his prices in order to increase his sales (total revenue). In this assignment we would determine the Business Strategy for BBB as consultants. Although Barry is quite free to make his own policies regarding marketing and pricing but he should have to consider the main factors that are influencing market. For this purpose he need to conduct a brief survey on his own or with the help of his associates to collect the data about his competitors and market forces. By collecting reliable data correct business strategy can be formulated. For this purpose analysis and scenarios Model can be employed (Lynch Richard Corporate Strategy 2003) Brief Analysis: BBB is situated in a busy area and its frequent customers are students and University staff. As it is understandable that purchasing power of students is comparatively low. As they have to finance their studies and their day to day expenses either with the support of parents or by doing low paid part time jobs. These conditions reduce the purchasing power of the students. So if Barry is planning increase the price then he may loose

McGregor's Theories and Maslow's Hierarchy of Needs Essay

McGregor's Theories and Maslow's Hierarchy of Needs - Essay Example The same principle is valid for non-business organisations: their success also depends on the management's ability to effectively implement the right solutions to improve motivation and enhance performance of employees. Improving the effectiveness of marine management has recently turned into one of the most intensively debated topic in the UK. The debate mainly covers strategic issues concerning the effectiveness of the management of the marine environment to maximize sustainable benefits from our marine resources while ensuring proper protection. The effectiveness of marine management also depends greatly on the different values, expectations and other essential factors that people bring to their involvement with the sea. The statutory and institutional practices that apply to modern marine management in the UK and the relationship between government and community represent another aspect of the debate. Involvement of many overlapping and sometimes conflicting agencies, processes, legislations, and other factors has forced the Government to propose introducing a Marine Management Organisation (MMO) to act as the key force for the integrated management of marine resources. Evidently, creation of such organisation is associated with numerous difficulties associated with legislation, planning, coordination, licensing, and many others. Unfortunately, these serious difficulties should not overshadow another very important aspect of such organisation's functioning, namely effective management of human resources. The field of HRM is exceptionally complex and multilateral due to highly specific unpredictable nature of human being. As a result, there are many different theories and views on the nature, methods, and techniques of management found in the existing organisational literature. Although the type of organisation proposed by the Government is absolutely new the applicability of universal HRM concepts and theories to managing people even in such a specific organisation can hardly be questioned. However, the choice of correct practices from the general pool is the key factor to make the HRM element contribute effectively to the overall effectiveness and sustainability of the new organisation. Since the emergence of organizational science in the late XIX - early XX century, the scholars have been sharing two dominant views on organizational culture. Apologists of one paradigm led by Frederick Taylor and Harrington Emerson (School of Scientific Management) believed that organizational culture was just one of the tools to ensure greater control over employees. Representatives of another approach such as Elton Mayo, Abraham Maslow, and Douglas McGregor (Human relations school) postulated that organizational culture was supposed to develop and motivate the employees without excessively rigid control (Schultz, 2002). Which of these approaches better fits the specifics of modern marine management is a very interesting question. Main Body Abraham Maslow is one of the brightest representatives of humanistic

Chemical and Material Engineering Essay Example | Topics and Well Written Essays - 1000 words

Chemical and Material Engineering - Essay Example The process of analyzing the mechanical qualities of nc by researchers is gradual since this process is experiencing various obstacles. Manufacture of the nc materials is one of the Chief impediments of the experimental evaluations of its properties. The preparation of nc involves factors, for example, porosity, contamination and residual stress, which significantly influence its mechanical capabilities (Lu, Lu & Sui, 4127). Indeed, a valid evaluation of the mechanical qualities of the nc requires a sample that is deficient of the contamination and residual stress. Such a sample will have to be large to ensure several tests are done on it. A significant quantity of nc pure copper was synthesized through an electrodeposition technique. Copper (Cu) metal has unique characteristics that make it suitable for in manufacturing the nc sample. Cu has an extensibility quality when undergoing cold rolling at average room temperature (Lu, Lu & Sui, 4127). The deformation feature of Cu has been researched at length through high-resolution electron microscopy (HRTEM). Experimental Procedures According to (Lu, Lu & Sui, 4128), the manufacture of nc copper entails the electrodeposition process through an electrolyte of CuSO4. This is a chemical procedure where the substrate of Cu is deposited on the cathode, which has a capacity of 99.99wt%. The electrolyte had an acidity of 0.9 mol/l and the solution temperature was a moderate 20Â ±1. The purity of the deposits of nc Cu was better than that of 99.993 at% (exclusive of oxygen). If the oxygen content were inclusive, the nc Cu sample would be at 99.98 at%. The Archimedes principle was the standard that researchers were utilizing to measure the density of the nc Cu sample (Lu, Lu & Sui, 4128). The density of the sample was 8.91?0.03 g/cm3, which is indifferent from that of pure Cu, which is 8.96 g/cm3. X-ray diffraction and HRTEM analysis were essential in determining thee microstructure of the Cu sample. The determination of t he nc Cu samples thermal characteristics was through differential scanning calorimetry (DSC). Plastic deformation of Cu was through cold rolling, which resulted in its extension in length. Results and Discussion The X-ray diffraction was displaying a Cu sample that was exhibiting {110} texture. This sample was showing a substantial broadening of a mean of 28 nm grain size and 0.14% of microstain. This was at a degree of deformation of 2300% (Lu, Lu & Sui, 4128). However, after the cold rolling process the microstain levels in the sample increase but the grain size remains constant at 28nm. Coldrolling of a coarse-grained Cu in similar conditions was producing different results. The microstain level did increase by 0.04% to 18% while the sample disintegrated to a degree of deformation of 800%. Thermal analysis The evaluation of the thermal characteristics was of a temperature bracket of 50Â °C to 250Â °C at a constant combustion of 5Â °C/min (Lu, Lu & Sui, 4130). The implications of these processes were subject to a DSC scan, which was showing no oxidation of the nc Cu samples. There was annealing of nc Cu at various temperature and afterwards cooled by the DSC process. Increment of the grain size of nc Cu from 75Â °C to 200Â °C was evident by 50 nm. Grain boundary enthalpy XRD results were representative of the grain growth of nc CU from 30nm to 80nm. Essentially, grain boundary enthalpy entails two procedures (Lu, Lu & Sui, 4132). The first is the dislocation of grain boundaries, which

INMATE Essay Example | Topics and Well Written Essays - 250 words

INMATE - Essay Example nto consideration the situation through which John is undergoing, it will be important not only to himself, but also to his family to be transferred to a medium security correctional facility, closer to his home area. However, when putting into consideration the degree and types of offences he was charged with, I will improve the security of the medium security correctional facility, closer to his home area so that he cannot escape from the prison. If I was a warden, I will have different search procedures for sentenced and awaiting trial detainees. This is because sentenced and awaiting trial detainees are governed by different laws and have different rights. However, both of them are not dangerous, but the chances of both of them to have weapons or other information are equally high (Siegel & Senna, 2009). In addition, I will use different search procedures for sentenced and awaiting trial detainees because the essence of searching each of them is different. For instance, a detainee awaiting trial is searched for evidence, and other harmful substances and weapons. On the other hand, a sentenced detainee is only searched for harmful substances and weapons. Thus, the two groups of detainees fall in different categories, which call for different search

If the gold standard was in use today, would it hinder economic growth Essay Example for Free

If the gold standard was in use today, would it hinder economic growth Essay The gold standard refers to a monetary system in which the unit of account of money will be fixed with the weight of gold. There are many people who argue that the gold standard should be implemented to bring down the inflation. By fixing the supply of money with gold, the government will not be able to issue money without having gold in reserve. However, on the other hand, there are experts who argue that by fixing the supply of money with gold, economic growth will be hindered as the amount of gold available on Earth is limited (Mises, 2009). This paper will show that the gold standard will hinder economic growth. I’ll firstly argue that there is a limited amount of gold in this world. Secondly, economic growth is seen as limited. Lastly, the amount of commerce will eventually reach a level equal to the gold holdings by the central bank of the country. Economic growth will be hindered if the gold standard is applied as there is a finite amount of gold in the world. Economic growth requires that there should be sufficient liquidity in the system. By adhering to the gold standard, economic growth will be hindered as to supply more money, the government will first need to buy gold. (Skousen, 1997) Secondly, economic growth is seen to be unlimited. This doesn’t complement with the gold standard, as the amount of gold is limited in the world. If economic growth is to be unlimited, then there must be enough money supply to finance it. The gold standard makes to difficult for governments to issue money, which in fact limits economic growth. (Cagan, 1982) Lastly, if the value of the dollar is limited by the amount of gold, then amount of commerce would reach a level equal to the gold holdings. In order for more money to be issued, the government would have to purchase more gold to back the increase in dollars issued. All the three points written above are influenced by the single factor that the supply is limited, while the demand for gold seems to be unlimited. (Cagan, 1982) Another problem with the gold standard is how to determine what weight of gold will equal to one unit of account. Furthermore, the gold standard can be suicidal for developing economies. Developing economies will need to buy gold to finance their economic growth, which might already be to expensive to buy for them. Currently, these economies are able to finance it through a budget deficit. Moreover, how will the gold standard be able to handle the speed and complexity of today’s financial transactions? Lastly, if the world shifts to a gold standard, then all the governments will need to burn huge amount of fiat money to make sure that the money supply equals to the amount of gold in the economy. Eichengreen Marc, 1997) In conclusion, I believe that although by adhering to the gold standard the level of inflation will come down. However, the economic growth of a country will be hinder. The major reason for this is the limited supply of gold. Furthermore, if the gold standard is implemented the prices of gold will shoot up, making it more difficult for developing economies to grow up. Last ly, the government will need to burn huge amounts of fiat money to make sure that the there is no extra money in the economy.

PESTEL Analysis of McDonalds Food Industry PEST Example

PESTEL Analysis of McDonalds Food Industry PEST Example Introduction McDonald’s is the largest fast food chain in the world. There are approximately 35,000 McDonald’s stores across 119 countries, and they jointly serve around 68 million customers a year (McDonald’s, 2014). Each McDonald’s is either run as a franchise, or by the McDonald’s Corporation itself in the UK, approximately 65% of McDonald’s restaurants are run as a franchise, and the remaining 35% are run by McDonald’s themselves. There is a relatively stringent application process involved in becoming a McDonald’s franchisee – McDonald’s themselves lists some of the requirements, including:a high level of integrity, business experience, experience within the food industry, the time and ability to complete a minimum of nine months franchisee training, a full time commitment to the opportunity, and a high level of investor capital (McDonald’s, 2014b). Such commitment to ensuring the strength and commitment of their franchisees has perhaps contributed to the strength of the McDonald’s brand, which is among the world’s best-recognised and well-regarded, particularly in the fast food market (Moskowitz, 2014) This essay will examine the current business environment McDonald’s operates in through a PESTEL analysis, to examine the general external business environment and the specific industry factors that may affect the business. The results of this essay can then be used as the background for a SWOT analysis to highlight the specific strengths and weaknesses of the McDonald’s business model and its potential future opportunities and threat, which should help to determine the best strategic direction for McDonald’s to take in the coming years. PESTEL Analysis A PESTEL analysis examines the external business environment facing a firm in 6 main areas; Political factor, Economic factors, Sociological factors, Technological factors, Environmental factors and Legal factors. Though a single organisation is normally unable to directly affect the external factors facing it, a conglomeration of companies can exert some pressure on these factors, particularly any political factors through the intelligent use of political lobbying. Proper understanding of these factors allows the organisation to highlight areas of business opportunity when combined with proper understanding of the business’ strengths, and also potential threats to the business when combined with a proper understanding of the firm’s weaknesses (Baines et al, 2011). Thus, for effective strategic planning, analysis of the external factors is the most important step before performing an analysis of the business’ intrinsic strengths and weaknesses through a SWOT analysis. Political The fast food industry is often a target for government initiatives aimed at improving health and reducing obesity, particularly in European countries. In 2003, after the publication of a report by the Scientific Advisory Committee on Nutrition (SACN) on the link between general levels of salt intake among the UK population and heart disease, the UK government introduced initiatives to reduce the amount of salt in many foodstuffs, including many products within the fast food industry in general, and McDonald’s in particular. In response, McDonald’s reduced the overall salt content of its UK menu by around 14% (Food Standards Agency, 2005). In Germany, a recent food labelling initiative required all fast food restaurants to provide clear indications of a number of nutritional factors for each of their meals, including salt and sugar levels, calorie content, saturated and unsaturated fat levels, and a traffic-light label indicating the overall level of healthiness, with green indicating both low calorie and low fat options, and red indicating high calorie, high fat options (Hurt et al, 2010). Similar initiatives have been implemented in the UK, France and the Netherlands, though reports indicate that the introduced food labelling has little impact on overall demand within the fast food industry (Grunert and Wills, 2007). In Denmark, a government initiative in 2003 placed restrictions on the amount of artificially created unsaturated fats, known as Trans Fat, or TFA, which have been shown to be heavily involved in increasing cholesterol and thereby heart disease risk., TFAs are present in many food industries that rely on deep fat frying, as they can be used for far longer than more conventional oils while still staying relatively fresh (Choe and Min, 2007). Prior to the imposed restrictions, a meal of Chicken McNuggets and Medium French Fries at a typical Denmark McDonald’s had, on average, 30g of Trans Fat. After the restrictions, the same meal had on average less than 1g of Trans Fat (Hurt et al, 2010). In the US, by comparison, the fast food industry is far more self-regulating, with little to no government intervention at all, despite many published reports on the link between fast food industry advertising and childhood obesity (Wilson and Roberts, 2012). This is due to two main factors: firstly the US political system as a whole tends to be far more committed to laissez-faire economics than even its most right-wing European counterparts – in general, there is far more political inertia to overcome (Skousen, 2009). Secondly, the fast food industry has an aggressive and concentrated lobbying presence in the capital (of which McDonald plays a significant role), and is politically savvy enough to avoid or negate any proposed regulation that makes it through (Wilson and Roberts, 2012). The fast food lobby has thus far defeated proposed restrictions on Trans Fat content similar to those enacted in Denmark, a proposed ‘soda tax’ on sugary drinks, and policies aimed at controlling the amount of sugar, salt and fat in children’s meals (Wilson and Roberts, 2012). This helps to keep McDonald’s US profit margins higher than those countries where such restrictions have been imposed (Schlosser, 2012). Economical The recent economic recession was incredibly disruptive for firms in many industries, reducing revenues and profits across the board, and decreasing consumer demand for many goods and services (Kliman, 2012). However not all firms and industries were adversely affected – some actually saw revenue and profit opportunities increase during the economic downturn due to higher demand these tend to be firms and industries that are seen to provide ‘value for money’, of which the fast food industry is one (Bems et al, 2010). Fast food restaurants can be seen as imperfect substitutes for more traditional restaurants; many consumers prefer to eat out at a fast food restaurant as a cheaper alternative to a more expensive traditional restaurant. In 2008, near the height of the crisis, the fast food industry in the UK actually saw increased growth in terms of revenue of 4.5%, with an overall increase in demand for McDonald’s products of around 4% (Key Note, 2009). Other countries that saw similar increases in demand in the fast food industry in general and McDonald’s in particular include Japan, France and Belgium (Economist, 2010). By comparison, in the US the demand for McDonald’s products over the recession did not increase as in Japan, the UK and France, but more importantly it did not decrease either – this during a time where demand in the overall US restaurant industry fell by around 6% (Economist, 2010). These figures paint a picture of the fast food industry being relatively recession proof; however, as a Moody’s report (2009) cautions, this may not always be the case. Consumers may choose to eat at home rather than going out in particularly severe recessions, substituting home-cooked meals for restaurant ones, value-for-money or otherwise. They may also focus their demand on low-cost, ‘budget’ menu items with particularly low profit margins. Indeed, during the recession Burger King saw its US profits fall by around 6% as customers increasingly turned to its dollar menu options which it had chosen to focus on as a marketing strategy during the recession, with demand for those items increasing by as much as 20%. A number of Burger King franchises actually sued the corporation after requiring them to promote and sell double-cheeseburgers at $1, when they cost $1.10 to make (Economist, 2010). Such poor marketing strategies undoubtedly led to Burger King’s fall in profits during the recession – in contrast, McDonald’s continued to focus on its more expensive standard menu options, and actually increased marketing spend by 7%, as many companies cut back (Ritchie, 2010). Sociological While McDonald’s and the fast food industry in the US has manage to dodge most proposed regulation aimed at reducing the unhealthiness of many of their products, they have been perhaps less successful in dodging the negative public opinion over the same issue. Fast food in general has seen its public image decline as society in general becomes more health conscious –the preceding decades have seen a rise in many societal health-based food initiatives, such as increased demand for unprocessed and organic foods, and a growing public awareness of obesity and heart disease and its links to high-fat foods. In 2004 Morgan Spurlock, an American social-commentary filmmaker in the same vein as Michael Moore, created the documentary Super-Size Me (2004), where he ate only McDonald’s for 30 days, for 3 meals a day (breakfast, lunch and dinner). He did not allow himself to have any other food during that time, and had to upgrade to a super-size meal whenever asked, which had double the amount of fries of a medium sized meal, and also came with a 42 ounce coke. After the 30 day period, he had gained 1 stone and 10.5 pounds of extra weight which represented a 13% body mass increase, had a cholesterol level of 230 (where levels below 200 are considered healthy) and had developed cirrhosis of the liver (Spurlock, 2004). There have also been many damaging reports made about the fast food industry in general and McDonald in particular, including a number of studies that have suggested fast food addiction shares many of the same characteristics as drug addiction (Garber and Lustig, 2011; Volkow and Wise, 2005). A paper by Johnson and Kenny (2010) found that high-fat food triggered many of the same dopamine receptors in rats as those triggered by cocaine or heroin, and can override standard eating responses and lead to bout of compulsive, addictive-like eating. In response to this, McDonald’s has phased out the super-size option for all of its US meals (the UK supersize meal option had been phased out in 2001 due to very low demand, and had not been introduced in any other countries) and began offering more healthy menu options, including fruit smoothies, salads, milk, water and fruit (Pompper and Higgins, 2007). They have also launched a number of innovative marketing campaigns aimed at highlighting the new range of healthy alternatives, a policy that is estimated to cost an additional $35million in marketing costs (Vizard, 2013). Such an approach appears to have been effective, with no sales decline reported in any month over the last 10 years (Vizard, 2013). Technological The advent of the internet has opened up many opportunities for low-cost, high-impact marketing across a range of firms and industries. Increasingly, firms are being judged more and more strongly on their online presence and perceived technological savvy – it can seriously harm a business’ image if they are seen as out-of-touch with the modern technological world (Chaffey, 2009). Marketing opportunities using the internet are many and varied and can range from intricate, involved, multi-layered viral campaigns, through website design and functionality to a simple social media presence. While the fast food industry was slow to catch on to the benefits of internet marketing in the beginning, most firms have now embraced its potential, and McDonald’s is at the forefront. As well as taking the (now somewhat standard) step of establishing a strong social media presence, with the creation of both a Facebook page and twitter account in 2009, McDonald have also run a number of successful online marketing campaigns, including an ‘Ask McDonald’s Youtube campaign in 2012, where over 20,000 questions from the public were answered, with most being based around the quality and supply chain of McDonald’s food and burgers. Many of the questions were answered through short Youtube videos, some of which have gathered over 10 million views, and most of which were received very positively (Macmillan, 2012). However, as with most other firms, the internet has proved to be a double-edged sword in terms of marketing success for McDonald’s. There have also been a number of negative articles posted on Facebook and Twitter about the company and its products, including an obvious hoax post that claimed a batch of McDonald’s hamburgers in Oklahoma had been found to have been contaminated with ‘human meat’ (Hooton, 2014, p1). Despite the obvious falseness of the claims (the posts were taken from a joke news site, satirising the Tesco horse meat scandal of 2013) many people online believed the stories, claiming to be sickened by them, and declaring they would boycott McDonald products from now on (Hooton, 2014). Such false information is easily spread online with little to no information regulation; firms can be at the mercy of false accusations and internet pranks. Also, in direct contrast to the successful Youtube campaign was a perhaps less successful Twitter campaign, where McDonald’s promoted the #Mcdstories hashtag for twitter users to post their stories and positive experiences with the firm. However, as there was no ability to either control or properly interact with the responses as with the Youtube campaign, the campaign collapsed almost immediately with a glut of negative anti-McDonald’s tweets, outweighing the positive responses by around 10 to 1 (Kolowich, 2014). Careful monitoring of the company’s online presence and quick response to such incidents will go some way to mitigating the potential damage. Environmental In recent years, environmental issues have come to the forefront of public consciousness with the rise of many green initiatives and movements. In response, many businesses now include some form of environmental damage mitigation to counteract the negative environmental aspects of their typical business production methods; typical methods include the replanting of trees to offset carbon emissions caused by the transportation of goods, a reduction in the amount of paper used in the administrative side of the business, energy-saving initiatives such as the turning off of lights, electrical appliances and computers when facilities are not in use, and a reduction in the amount of packaging used in the production process (Satya, 2002). Environmental concerns about a business’ operations are particularly pronounced in the food industry, as food production techniques are often associated with poor environmental controls, particularly in emerging third world economy producers, and budget meat suppliers (Foster et al, 2007). Indeed, a number of protests have been levelled at many fast food firms in general, and McDonald’s in particular – on 19th July 1985, Greenpeace in the UK declared an â€Å"anti-McD Day of Action† (Veggis, 2014, p1) which involved demonstrations, protest marches and pickets of many McDonald’s stores across the UK. The ‘Day of Action’ has been repeated every year on the same date, and protests against â€Å"the promotion of junk food, the unethical targeting of children, exploitation of workers, animal cruelty, damage to the environment and the global domination of corporations over our lives† (Veggis, 2014, p3). In 1997, two of the protestors were sued by McDonald’s for libel, after repeating some of these claims in many McDonald’s restaurant. The judge found in favour of McDonald’s for some of the allegations of libel, but found others had some truth to them and could not be considered libellous, including claims that they â€Å"falsely advertise their food as nutritious, risk the health of their long-term regular customers† and â€Å"are culpably responsible for cruelty to animals reared for their products† (Justice Bell, 1997, p13). In response to this, McDonald’s have initiated a number of Corporate Social Responsibility (CSR) policies centred on reducing the environmental impact of the business; they currently participate in ‘Earth Hour,’ an initiative that encourages many businesses to turn off their lights and unused equipment on a specific hour each year, to reduce their carbon footprint. They have also sought to reduce the environmental impact of their packaging, seeking out more biodegradable packaging in many markets; they have initiated paper-reduction policies in many of their administration centres, and they have also instigated investigations into the care and management of the animals reared for their product supply, with a view to ensuring no unnecessary cruelty or inhumane treatment is taking place (McDonald’s, 2014c) Legal The specific legal environment in which McDonald’s operates is highly dependent on the specific country and market in question; however, most of the markets that McDonald’s operates in have some form of a Health and Safety legal framework, particularly with regard to food preparation. Many, if not all of the countries McDonald’s operates in has some form of public health inspection system with regard to food producers in the UK, it is the Food Standards Agency, while in the US, it is the Food and Drug Administration (Campbell et al, 2008). In both markets, any employees with food-handling capabilities must take part in food-hygiene training at the company’s expense. McDonald’s has implemented a system that adds additional controls to those required by either health agency, and as their customer-facing website states, â€Å"there are at least 70 safety checks on beef and chicken every day. In fact, McDonald’s rigorous standards have been used by government agencies as models for their own regulations† (McDonald’s, 2014d, p1). In this way, their dedication to food safety over and above that required by law can be used as a marketing tool, to emphasise their commitment to quality (Campbell et al, 2008). There are also a number of employment laws to consider in each market, including those regulating the maximum length of an employee’s daily and weekly working hours, the requirements for employee breaks and facilities, tax and payroll requirements, business registration and accountancy standards for reporting profit and loss (Jones, 2013). McDonald’s tends to adhere to the same legal standards across markets for each of these areas, even in markets with less stringent regulations or legal requirements than those of the UK or US markets (McDonald’s, 2014a). Conclusion In conclusion, McDonald’s faces a number of challenges from its external environment, including the threat of further government health regulation in the US, social concerns about the unhealthiness of their products, adverse publicity from hoaxes or failed marketing campaigns on the internet, and additional protests regarding the environmental impact of the business. Through understanding these challenges, McDonald’s marketing and strategy managers can use the business’ strengths, such as its commitment to food quality and safety, its successful marketing campaigns, and the overall strengths of its brand, to turn these challenges into potential business opportunities. In order to do so, they can use the information provided by this PESTEL analysis as the groundwork for a comprehensive SWOT analysis, to enable the intelligent setting of future strategy for McDonalds. In this way, they can help to ensure McDonald’s remains a market leader in the fast food industry. References Baines, P, Fill, C and Page, K (2011), Marketing, 2nd Ed, Oxford: Oxford University Press Bems, R, Johnson, R and Yi, K (2010), ‘Demand Spillovers and the Collapse of Trade in the Global Recession’, IMF Economic Review, Volume 58, Issue 1, pp295-326 Campbell M, Gardner C, Dwyer J, Isaacs S, Krueger P, and Ying J (2008), Effectiveness of public health interventions in food safety: a systematic review, University of York: Centre for Reviews and Dissemination Chaffey, D (2009), Internet Marketing: Strategy, Implementation and Practice, Harlow: Pearson Education Choe, E and Min, D (2007), ‘Chemistry of Deep-Fat Frying Oils’, Journal of Food Science, Volume 72, Issue 5, ppR77-R86 Economist (2010), The changes facing fast food: Good and hungry [Online], Available; http://www.economist.com/node/16380043 [Accessed 9th October 2014] Food Standards Agency (2005), UK salt reduction initiatives, London: FSA Foster, C, Green, K, Bleda, M and Dewik, P (2007), Environmental impacts of food production and consumption: final report to the Department for Environment Food and Rural Affairs, Brussels: UN Food and Agriculture Organisation Garber, A and Rustig, R (2011), ‘Is fast food addictive?’, Current Drug Abuse Review, Volume 4, Issue 3, pp146-162 Grunert, K and Wills, J (2007), ‘A review of European research on consumer response to nutrition information on food labels’, Journal of Public Health, Volume 15, Issue 5, pp385-399 Hooton, C (2014), Those human meat found in McDonalds factory stories and Facebook posts are a hoax, obviously [Online], Available; http://www.independent.co.uk/life-style/food-and-drink/news/those-human-meat-found-in-McDonalds-factory-stories-and-facebook-posts-are-a-hoax-obviously-9784592.html [Accessed 9th October 2014] Hurt, R, Kulisek, C, Buchanan, L and McClave, S (2010), ‘The Obesity Epidemic: Challenges, Health Initiatives, and Implications for Gastroenterologists’, Gastroenterol Hepatol , Volume 6, Issue 12, pp780-792 Johnson, P and Kenny, P (2010), ‘Dopamine D2 receptors in addiction-like reward dysfunction and compulsive eating in obese rats’, Nature Neuroscience, Volume 13, Issue 1, pp635-641 Jones, L (2013), Introduction to Business Law, 2nd Ed, Oxford : Oxford University Press Justice Bell (1997), Justice Bell’s Verdict: 19th June 1997 [Online], Available; http://www.mcspotlight.org/case/trial/verdict/verdict0_sum.html [Accessed 10th October 2014] Key Note (2009), Fast-Food Home-Delivery Outlets Market Update 2009, London: Key Note Kliman, A (2012), The failure of capitalist production: Underlying causes of the great recession, 1st Ed, London: Pluto Press Kolowich, L (2014), The Rules of Twitter Hashtags: Hits and Misses From 7 Big Brands [Online], Available; http://blog.hubspot.com/marketing/twitter-hashtag-campaign-examples [Accessed 10th October 2014] Macmillan, G (2012), How McDonald’s created a social media success with questions campaign [Online], Available; http://wallblog.co.uk/2012/08/20/how-McDonalds-created-a-social-media-success-with-questions-campaign/ [Accessed 8th October 2014] McDonald’s (2014a), Corporate Info [Online], Available; http://www.McDonalds.com/us/en/our_story/Corporate_Info.html [Accessed 7th October 2014] McDonald’s (2014b), McDonalds International Franchising [Online], Available; http://www.McDonalds.co.uk/ukhome/Aboutus/Franchising.html [Accessed 7th October 2014] McDonald’s (2014c), Striving for a Sustainable Future [Online], Available; http://www.McDonalds.co.uk/ukhome/Ourworld/Environment.html [Accessed 10th October 2014] McDonald’s (2014d), Food Safety [Online], Available; http://www.McDonalds.ca/ca/en/food/making_informed_choices/food_safety.html [Accessed 10th October 2014] Moody’s Investors Services (2009), Fast-Food Advantage, New York: Alacra Store Moskowitz, D (2014), McDonalds Brand Strength Still Dominates Its Peers [Online], Available; 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Robert Herrick :: essays research papers

Robert Herrick was born in Cheapside, London in 1591. Robert was the seventh child of Nicholas Herrick. Nicholas Herrick, his father was a prosperous goldsmith who made a will two days before he jumped off the fourth floor window of his house. Robert had to grow up without his father but he had some helps with from his six siblings.   Ã‚  Ã‚  Ã‚  Ã‚  Robert Herrick had a huge family. The Herrick family had their hands on everything so Robert really could have decided on almost what ever he wants. In 1607 he was apprenticed to his uncle Sir William Herrick as a goldsmith. Robert always knew that it was a good business because it gold never gets old. Herrick always had a love for writing and he knew since he was really young that he wanted to pursue it eventually. Herrick attended St. John’s College, Cambridge in 1613. Robert graduated a Bachelor of Arts in 1617, and Master of Arts in 1620. Robert felt that going to school can be a tremendous help for him. He now feels that he is ready to pursue his poetry writing professionally. Braha 2   Ã‚  Ã‚  Ã‚  Ã‚  One of Robert Herrick’s earliest works â€Å"A Country Life† really helped him start off on the right foot. The poem talked about him moving from London to farm life in Leicesterishire. Herrick joined up with a group of Cavalier poets who idolized Ben Johnson, mixing in literary circles in London. Herrick was also a very religious man and was used for some expeditions.   Ã‚  Ã‚  Ã‚  Ã‚  On April 24, 1623 Herrick was ordered to be a minister and to act as a Chaplin to Buckingham on an expedition. When there would be big expeditions they would always make sure they had a minister there to help them when in need. Even during the expedition he would be writing on his free time.   Ã‚  Ã‚  Ã‚  Ã‚  Herrick was a well-respected man by everyone. The king even asked him to run a church called Dean Prior, it was one of the biggest church in those days. Herrick lived a secluded country life and wrote some of his best works. In 1647 he was expelled from the government. Robert decided to move to London publishing his religious poems. Robert Herrick lived to the age of eighty-three. Braha 3   Ã‚  Ã‚  Ã‚  Ã‚  Robert Herrick has written hundreds of poems. My interpretation of â€Å"To His Mistress† is unique and interesting. Herrick always had a love for women and he loves to express his feelings.

Texas Annexation :: essays research papers

Narrative History of Texas Annexation, Secession, and Readmission to the Union Texans voted in favor of annexation to the United States in the first election following independence in 1836. However, throughout the Republic period (1836-1845) no treaty of annexation negotiated between the Republic and the United States was ratified by both nations. When all attempts to arrive at a formal annexation treaty failed, the United States Congress passed--after much debate and only a simple majority--a Joint Resolution for Annexing Texas to the United States. Under these terms, Texas would keep both its public lands and its public debt, it would have the power to divide into four additional states "of convenient size" in the future if it so desired, and it would deliver all military, postal, and customs facilities and authority to the United States government. (Neither this joint resolution or the ordinance passed by the Republic of Texas' Annexation Convention gave Texas the right to secede.) In July 1845, a popularly-elected Constitutional Convention met in Austin to consider both this annexation proposal as well as a proposed peace treaty with Mexico which would end the state of war between the two nations, but only if Texas remained an independent country. The Convention voted to accept the United States' proposal, and the Annexation Ordinance was submitted to a popular vote in October 1845. The proposed Annexation Ordinance and State Constitution were approved by the Texas voters and submitted to the United States Congress. The United States House and Senate, in turn, accepted the Texas state constitution in a Joint Resolution to admit Texas as a State which was signed by the president on December 29, 1845 . Although the formal transfer of government did not occur until February 19, 1846, Texas statehood dates from the 29th of December. Opposition to Texas' admission to the United States was particularly strong in the North during this period. If a challenge to the constitutionality of the move could have been made successfully at that time, there is little doubt that the leaders of the opposition would have instituted such a suit in the Supreme Court. Sixteen years later, in January 1861, the Secession Convention met in Austin and adopted an Ordinance of Secession on February 1 and a Declaration of Causes on February 2. This proposal was approved by the voters, but even before Texas could become "independent" as provided for in the text of the Ordinance, it was accepted by the Provisional Government of the Confederate States of America as a state on March 1, 1861.

The History of Thanksgiving :: essays research papers

THANKSGIVING   Ã‚  Ã‚  Ã‚  Ã‚   The purpose of Thanksgiving in Canada is different from the Americans. But even though the reasons for giving thanks are different, many of the customs are the same. Canadian Thanksgiving was originally started to give thanks to God for a bountiful harvest. This was when there were lots of farmers that grew crops. Now we give thanks for everything we appreciate. Some farming families still give thanks for a good crop. Harvest celebrations have been around a long time. Ever since the very first harvest, about 2000 years ago, people have given thanks for a prosperous bounty. The first formal Thanksgiving was in the year 1578. A man named Martin Frobisher had given thanks for surviving his journey from England. He also gave thanks for a place that is now called Newfoundland.   Ã‚  Ã‚  Ã‚  Ã‚  The celebration at Thanksgiving was also brought to Nova Scotia when Americans began to settle there. At the same time French settlers were arriving and were also having feasts of thanks. In 1879, Canadian parliament declared November 6th a day of Thanksgiving and a national holiday. The date of Thanksgiving has changed several times until January 31st, 1957, when parliament proclaimed that â€Å"the second Monday in October be a day of general Thanksgiving to the ‘Almighty God’ for the bountiful harvest with which Canada has been blessed. A big part of Thanksgiving is a Thanksgiving feast. The feast usually consists of potatoes, corn, sweet potatoes, peas, gravy, stuffing, salads, buns and lots of other great food. The main part of the feast is usually the turkey. Other families might have ham, roast beef, duck or chicken. The dessert that is most likely to follow the feast is pumpkin pie. Other people may choose different desserts and food depending on their customs and beliefs for which they choose to give thanks. Let’s not forget the biggest and most important reason for this holiday – giving THANKS! People usually give thanks for everything they have. Their jobs, health, families or just being alive are just a few of the things that people give thanks for. Thanksgiving is a time when people can create their own customs and traditions because everyone is thankful for different things. The cornucopia has become a traditional symbol of this holiday because it is commonly shown filled with grain, vegetables and fruit, the staple food that settlers would give thanks for.  Ã‚  Ã‚  Ã‚  Ã‚   During Thanksgiving, my family spends time together and we have fun.

Maltese Falcon

The Maltese Falcon by Dashiell Hammett is a thrilling movie full of twists and turns and deceits. Each character wants the Maltese falcon for the rewards it will bring. Almost everyone is a villain in some way or another. I will start with Sam Spade. He is the hero of the story, but I would say he is more of an anti-hero. He plays by his own rules. He is tough and a bit hard-nosed. He doesn't seem to be upset that his partner is dead. I feel that he knew Brigid killed his partner from day one, but for some reason he didn't let on until the end.Knowing this he still put up with her lies and melodrama. He obviously isn't a man of scruples as he was having an affair with his partner's wife. At the end I wonder did he love Brigid as he claims or was he just playing with her? I'm also left wondering was he redeeming his character by turning Brigid over to the police or was he saving his own skin? I like his character but I'm not entirely sure about his motives at all points in the movie.I 'm not sure how much I would trust him. Dashiell Hammett has constructed Sam Spade in a way so the protagonist has become a feature of the book, rather than merely a medium for the transfer of clue and information in this novel. The reader is given the chance to venture in Spades mind and inner thoughts, Hammett cleverly allows Spade to expression his values, fears and opinions to the respondent and in turn allowing them to associate, trust and relate to him.In bringing the reader closer to the protagonist Hammett has subliminally lured the reader closer to the crime, the suspects and the victims and ultimately dragged them deeper into the noir world in which Sam Spade resides. Sam Spade, the detective-protagonist is aware that his best efforts are ultimately futile, to the extent that the corrupt urban environment will inevitably undercut and outlast his heroic attempts to see justice done, this sense of Spade wanting to achieve greater justice implies to the reader that Spade is e ssentially good and is resistant to the hostile world which he had devoted his life to combating.Raymond Chandler labels Hammetts character of Spade as a â€Å"cynical, tough individual who maintains his code of honour in a world tarnished by deception and betrayal at all levels of society† In â€Å"The Maltese Falcon† Spade is described as the â€Å"blond Satan. † Whilst his objective and inner good is clear to the readers, other characters struggle to see Spade in his true light, and describe him as a â€Å"wild and unpredictable†¦

Automobile and Current Mercedes Benz

Mercedes-Benz (German pronunciation: [mÉ›Ê Ã‹Ë†tseË dÉ™s ˈbÉ›nts]) is a German manufacturer of automobiles, buses, coaches, and trucks. Mercedes-Benz is currently a division of its parent company, Daimler AG (formerly DaimlerChrysler AG, formerly Daimler-Benz). Mercedes-Benz has its origins in Karl Benz's creation of the first petrol-powered car, the Benz Patent Motorwagen, patented in January 1886,[1] and by Gottlieb Daimler and engineer Wilhelm Maybach's conversion of a stagecoach by the addition of a petrol engine later that year.The Mercedes automobile was first marketed in 1901 by Daimler Motoren Gesellschaft. The first Mercedes-Benz brand name vehicles were produced in 1926, following the merger of Karl Benz's and Gottlieb Daimler's companies into the Daimler-Benz company.[1] Mercedes-Benz has introduced many technological and safety innovations that have become common in other vehicles several years later.[2] Mercedes-Benz is one of the most well-known and esta blished automotive brands in the world, and is also the world's oldest automotive brand still in existence today.Mercedes Benz understands that its customers are not simply buying a car to get from point A to point B, so before they actually sell a car they must first sell an idea about that car. Mercedes Benz sells their ideas through promotion and advertising. Mercedes Benz wants to change the perception of their brand at the personal level and reposition their brand so that they are more appealing to young professional men of all ethnicities.Secondly, Mercedes Benz is communicating to its target market the idea that they are a more approachable, personal, fun, and energetic brand. This new message was evident in the Janus Joplin advertisement, in the sponsoring of the Elton John concert in New York, and the sponsoring of professional tennis. In the summer of 2003 Mercedes Benz launched an marketing event in 16 cities across the United States to promote the new C- Class to younger buyers. The campaign gave potential buyers a chance to test drive the C-Class product line on courses that simulated real life driving conditions and gain information from current Mercedes Benz owners in attendance.Mercedes BenzMercedes has decided to stress safety over luxury in its new marketing campaign. As the tables have turned in the economic downturn, so have  consumer priorities. It is becoming more popular to brag about how little you just spent on a new car as opposed to telling your friends how ridiculously expensive your new car was.Steve Cannon, VP of marketing for the U.S., believes that the new safety technology Mercedes has to offer should play a bigger role in its vehicle sales. In an interview with Automotive News, Cannon said, â€Å"You have to give people the justification that says, ‘Yes, a Mercedes-Benz is relevant to me — it can save my life.' † At a time when hybrids and less expensive cars are hugely popular, Mercedes has to give Ameri ca a reason to shop for a Benz.Mercedes has just launched its all new E-class, equipped with several features previously only available in the top of the range S-class. Blind spot detection, lane-keeping assist, night view, and attention assist, which monitors the driver's road awareness, are a few safety features available on the 2010 E-class. These features set Mercedes ahead of the pack in terms of safety, and the company is banking on its innovation to help it sell some cars.Cannon quickly touched on competing brands and their marketing tactics. He said that Mercedes would not lower its game and that the company would continue to focus on innovation and safety.Mercedes Benz marketing strategy in the United States was once centered on the safety, luxury, and precision engineering of its cars, but due to increase competition in the luxury car industry and changing consumer attitudes about the Mercedes Benz brand that strategy has changed. Now their marketing strategy is more life style oriented and is focused more on presenting the more fun loving, approachable, and energetic side of Mercedes Benz.The evolution of Mercedes Benz’s marketing strategy can be directly connected to the expansion of its target market, which now includes persons twenty five to thirty five years old as well as its initial targets the baby boomers. In order to provide superior customer value to its target market Mercedes Benz has found it necessary to expand its product line up, provide more competitive prices, increase communications with its target market,  maintain accessibility to consumers, and continue its excellent customer service.

Electronic Music

Electronic Music may include tape music (existing only on tape, and played through loudspeakers), live electronic music (created on synthesizers or other electronic equipment in real time), musique concrà ¯Ã‚ ¿Ã‚ ½te (created from recorded and subsequently modified sounds), or music which combines live performers and taped electronic sound. Although these types of music refer primarily to the nature of the technology and techniques involved, divisions are increasingly blurred. Other terminology, such as computer music, electro-acoustic music, acousmatic music, and radiophonic music, has also come into use, more often to indicate aesthetic rather than technological preferences. In the early 1900s the Italian Futurists, led by composer Luigi Russolo, envisaged a music created with noise and electronic â€Å"music boxes†, and the first commercially available electronic music instruments appeared at this time. However, although visionary composers like Scriabin and Henry Cowell had dreamt of music created by purely electronic means, electronic music first became realistically possible when recording technology developed during World War II. Several studios came into being in the 1940s and 1950s, and were associated with key figures and specific artistic aims. In France, sound engineer and composer Pierre Schaeffer formed the French Radio studio (RTF) in Paris, built around several tape recorders, microphones, and tape editing equipment. The principal techniques for creating music were the cutting, splicing, looping, or reversal of lengths of recorded tape. These tape manipulation techniques resulted in a kind of sound montage, painstakingly created from recordings of sounds from the â€Å"real world†. Schaeffer referred to the results as musique concrà ¯Ã‚ ¿Ã‚ ½te, a term still in wide use today, especially in France. His first experiment in this new genre used recordings of the sounds of trains, and all his works of this time were brief sound studies with evocative titles, such as Symphonie pour un homme seul, composed in collaboration with his younger colleague, Pierre Henry. Schaeffer's practical experiments in electronic music composition were supported by his influential theoretical writings on the subject, and the studio of Henry and Schaeffer attracted several emerging composers, among them the composer Pierre Boulez. In the late 1940s in Germany, Werner Meyer-Eppler, a physicist and Director of the Institute of Phonetics at Bonn University, first demonstrated a Vocoder, an analytical device which included a synthetic human voice. His theoretical work influenced the composers associated with the West German Radio studio in Cologne (founded 1953), who were concerned with the electronic synthesis of sounds, through the use of tone generators and other sound-modifying devices. The first director of the Cologne Studio, Herbert Eimert, was highly influential in his method of using total serialism as a basis of constructing electronic works. In this method all aspects of music, including pitch, rhythm, and relative volume were controlled by numerically defined principles. Electronic sounds and devices provided a suitable precision and control for the realization of this concept. By a process known as additive synthesis (see section on sound synthesis, below) composers such as Maderna and Stockhausen lab oriously constructed short electronic pieces, derived entirely from electronic sounds. In the later 1950s many electronic music studios were established in Europe, the most significant being the RAI studio in Milan, founded by Berio and Maderna, the Institute of Sonology in Utrecht, and the EMS studio in Stockholm. The division between musique concrà ¯Ã‚ ¿Ã‚ ½te and pure electronic music was a largely European phenomenon. Although various studios arose at the same time in the United States, aesthetic distinctions were less important. In the 1950s in New York, composers Otto Luening and Vladimir Ussachevsky produced tape music from very basic studio equipment. Their music transformed the recorded sounds of instruments and voices through tape manipulation techniques and simple reverberation units. In the late 1950s they became associated with the Columbia-Princeton Electronic Music Center, at which composer Milton Babbitt used a huge RCA computer, filling an entire room, to create music composed on similar serial principles to Eimert and Stockhausen in Cologne. His work Philomel (1964) was one of the first to be written for live performer and tape. The development of computing technology in the 1950s and 1960s led to the establishment of a number of studios specifically concerned with computer music at American universities and, to a lesser extent, in Europe. During the 1960s and 1970s the Americans Paul Lansky and Barry Vercoe, among others, developed music software packages (computer programs specifically designed for the manipulation and creation of sound) which were freely available to interested composers. This tradition of software development at American universities has done much to aid the growth of computer music worldwide. The Center for Computer Research in Music and Acoustics (CCRMA) at Stanford University, in California, and the Institut de Recherche et de Coordination Acoustique/Musique (IRCAM) in Paris, founded by Pierre Boulez in 1977, both made significant use of computers and remain influential centres of electronic music composition today. The rapid development of computing technology, in the last 15 years or so, has brought about a revolution in computer music and electronic music in general. Computers are now more affordable, and computer programs which originally took hours to run can now be completed in a matter of seconds, or even in real time. Today, many universities have a computer music studio and several countries have national studios, devoted to the composition of electronic music. In addition, composers are increasingly working independently, in personal studios.

Reimbursement and Pay-for-Performance Essay

Introduction As we come into the 21st Century, we find Healthcare is at a crisis level. Every agency is working on healthcare reform from policymakers to the public and private sector, as well as federally funded Medicare and Medicaid. The business of Medicine is greatly influenced by the government (federal, state and local levels) and private health sections that initiate policies. Pay for Performance is a reimbursement method where physicians and hospitals can receive a higher reimbursement for duplicate services based on the fact that they deliver better quality care with better results and outcomes. This payment reform offers initiates intended to improve efficiency, value, and quality of health care (Hood, 2007). If all doctors receive the same dollar amount as a doctor with poor outcomes, then the doctor with great outcomes should receive a little more and there will be patients that do not mind paying a higher deductible for better medical services (Mayes, 2006). Definition for Pay for performance Kimmel (2005), â€Å"Pay for performance is a payment approach used in healthcare that is based on clinical information-driven reform. The fundamental concept is to tie payment to how well providers adhere to practice standards. The practice standards are evidence-based and tied to clinical outcomes. The primary areas of focus are preventive care delivery and disease management for chronic illnesses†. Effects on Reimbursement Pay for performance (P4P) is literally a group of performance indicators that are coupled with an incentive. The performance indicators supports the performance aspect of P4P while the incentive indicator is the pay component. Measuring patient outcomes and understanding the variances that  they have, has in part lead to the increasing rise in how pay for performance reimbursement is looked at. This style of reimbursement allows health plans and employers to pay increasing reimbursements to medical providers that have the better outcomes, give average outcome medical providers a chance to improve, and pay those medical providers with the lowest outcomes the least amount of money or not pay them at all (Cromwell, Trisolini, Pope, Mitchell, & Greenwald. 2011). In order to have a pay for performance system in place, you must decide what domains or areas you wish to track, measure, and reward. Some areas in this domain are clinical process, quality and patient safety, access to and availability of care, cost efficiency or cost of care, cost-effectiveness, administrative efficiency and compliance, adoption of information technology, and reporting of performance indicators. These can be set up as a single performance tracker or a multi-domain performance tracker and the measure needed for improvement, importance, and cost. Performance indicators should be valid, reliable, and informative (Cromwell, Trisolini, Pope, Mitchell, & Greenwald. 2011). The Incentive Schemes reward the performance measures, and is another important part of a pay for performance system. Funding proves to be another important part of this type of a reimbursement system. Types of funding include redistributing existing payments where additional funds will not have to be made and the quality of service is already high; however, medical providers with a lower quality of service will receive lower reimburs ements. Generated Savings and New Money are other sources of funding for performance measures. Generated savings claim that an increased quality of service will generate savings, although there are others who feel that new money should be used to fund the performance system. (Cromwell, Trisolini, Pope, Mitchell, & Greenwald. 2011). Impact of System Cost Reductions on the Quality and Efficiency of Health Care The Medicare Physicians Group Practice (PGP) was the first physician pay for performance model used by the federal government. The PGP believes that higher quality and better cost efficiency could be achieved by managing and coordinating patient care and by engaging in wider choices of care management that are able to improve cost efficiency and quality of health care. Interventions include; chronic disease management, high risk and higher cost care management, transitional care management, end-of-life and palliative care programs. If there were a more  successful payment and delivery method to increase the value of health care and improve quality of care, the cost would grow at a slower pace. The American people would be more likely to purchase health insurance coverage that is affordable and more valuable. (Kautter, Pope, & Trisolini, 2007). More progress toward effective delivery and system reform is one of the key elements to achieving the goals to push expanded coverage. Information technology is one of these key elements and a major part of pay for performance system. Information systems uses electronic medical records and patient registries have been created to improve the efficiency and quality of health care delivery. These type of initiatives that are being tested to see if cost savings are generated by reducing avoidable hospital stays, cutting down on readmissions and emergency room visits, while simultaneously improving quality of care (Kautter, Pope, & Trisolini, 2007). Effect of Pay for performance on Health Care Providers and Their Customers Meredith B. Rosenthal states, â€Å"Pay for performance will not replace the existing payment structure in either system, but it does allow payors to take into account a set of quality indicators, in addition to volume of service (as fee-for-service does now) or the nu mber of covered lives (in the case of capitation). In this view, pay for performance can be viewed as a mechanism to correct some of the distortionary incentives that already exist in the reimbursement system†. Physicians in the United States are paid on a fee-for-service basis. This encourages high volumes of services, where there is no regard to the value of services in regards to a patient. When services are reimbursed more generously than others it allows the payment system to influence additional medical services with a heavy emphasis on procedure-based care. Since the physicians pay is not attached to medical services provided, there is really no direct incentive to provide any services (How Will Paying for Performance Affect Patient Care?. (2006, March). Virtual Mentor, 8(3), 162-165). Effects of Pay for performance on the Future of Health Care Goldberg lists three points regarding the most significant implications of the movement toward paying for quality outcomes. These are that the quality and value become real parts of contractual reimbursement, the differences based on quality outcomes will be more evident grouped with provider tiers,  and quality metrics evolve to outcome-based and chronic disease management (Goldberg 2006). P4P is an incentive-based reimbursement system that rewards the best players. This pay for performance system is currently active in health systems, managed care settings, and private and group physician’s practices. P4P is likely to impact the entire health care environment and will provide yet another opportunity for pharmacy to become an active role player and leader with improving quality and efficient health care. The focus is not on value but on quality and cost. Pay for performance is not a new program, but in the age of informed choice, evidence based medicine, and patient safety, it can become the solution to our current health care dilemma (Pay for performance (P4P): Evaluating Current and Future Implications). Conclusion These pay for performance systems and programs will lead expansion across the United States health care industry in the near future. With the implementation of the Affordable Care Act, there has been a great amount of provision made to encourage continued improvement with quality of care. â€Å"Accountable Care Organizations (ACOs) are groups of providers that agree to coordinate care and to be held accountable for the quality and cost of the services they provide† (James, 2012). There needs to be a consensus as to how much of an incentive will have to be given in order to affect the needed change and how should these incentive’s be paid out monthly, quarterly, or yearly; and how can these improvements be sustained over time. Continued experimentation with the pay for performance model should begin to incorporate monitoring and evaluation in identifying design elements that will also affect outcomes in a positive way. Variations in health care markets should be evaluated and include comparison groups to isolate pay for performance from other types of factors. Pay for performance has some great attributes to it and could definitely be the beginning to improvements in quality of service. If physicians are receiving patients and referrals based on their ability to provide quality of service with reduced readmissions and more satisfied consumers, then the care they take in providing services to patients from admission to discharge will create positive change. References Cromwell, J., Trisolini, M. G., Pope, G. C., Mitchell, J. B., and Greenwald, L. M., Eds. (2011). Pay for Performance in Health Care: Methods and Approaches. RTI Press publication No. BK-0002-1103. Research Triangle Park, NC: RTI Press. Retrieved June 15, 2014, from http://www.rti.org/rtipress Goldberg, L. (2006). Paying for performance a call for quality health care. Deloitte Center for Health Solutions. Retrieved from http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/us_chs_p4p_032806%281%29.pdf Hood, R. (2007). Pay-for-Performance-Financial Health Disparities and the Impact on Healthcare Disparities. Journal of the National Medical Association, 99, 1-6. James, J. (2012). Pay-for-Performance. New payment systems reward doctors and hospitals for improving the quality of care, but studies to date show mixed results.. Health Policy Brief, 1-6, Retrieved June 15, 2014, from http://www.healthaffairs.org/healthpolicybriefs/brief.php?brief_id=78. Kautter, J., Pope, G., & Trisolini, M. (2007, Fall). Medicare physician group practice demonstration design: quality and efficiency pay for performance. Health Care Financing Review, 29(1), 15-29. Retrieved June 15, 2014, from http://www.cms.gov/Medicare/Demonstration-Projects/DemoProjectsEvalRpts/downloads/PGP_ Demo_Design.pdf Kimmel, K. (2005). Pay for Performance: An Economic Imperative for Clinical Information Systems. Retrieved June 15, 2014, from http://www.himss.org/content/files/PayForPerformance.pdf Mayes, R. (2006). The Origins of and Economic Momentum Behind â€Å"Pay for Performance† Reimbursement. Health Law Review, 15, 17-22. Pay for performance (P4P): Evaluating Current and Future Implications. Retrieved June 15, 2014, from https://www.ashp.org/DocLibrary/Policy/QII/Pay for performance.aspx Rosenthal, M. (2006). How Will Paying for Performance Affect Patient Care?. Virtual Mentor, 8, 162-165.

Protection lighting of aircraft Thesis Example | Topics and Well Written Essays - 12500 words

Protection lighting of aircraft - Thesis Example Despite these major advancements in knowledge, a National Fire Protection Association (NFPA) study for the 5 year period from 2007 to 2011, says that on average 22,600 fires are caused in the US by lightning each year. In addition to property damage of $ 451 million, these fires cause on average 9 deaths, 53 serious injuries (Ahrens). Lightning protection measures do not prevent lightning strikes but help reduce damage caused by them. Dr. Richard Kithil, the President of the National Lightning Safety Institute is quoted on their website as saying, â€Å"Lightning is a capricious, random and unpredictable event. Its physical effects include current levels sometimes in excess of 400 kA, temperatures up to 50,000 degrees F and speeds approaching one-third the speed of light. Globally some 2000 on-going thunderstorms cause about 100 lightning strikes to earth each second. Lightning prevention or protection in an absolute sense is impossible. A diminution of its consequences together with incremental safety improvements is all that is possible† (Kithil). Most parts of the US experience 20 to 80 thunderstorm days in a year. Parts of South America and Africa have 100 to 200 thunderstorm days in a year. On a typical thunderstorm day, there could be as many as 10,000 lightning strikes to ground (NLSI Report). The Office of Emergency Management for New York City reports that the Empire State Building is struck by lightning on average 25 times a year and in one particular thunderstorm, it was hit 8 times in 24 minutes (OEM- NYC). The fact that the iconic building remains undamaged by these lightning strikes shows that well designed and applied lightning protection measures serve to minimize the risk of damage due to lightning strikes. 1.3) Airplanes fly in close proximity to thunderclouds and should be vulnerable to lightning strikes. Some 19,500 commercial aircraft are estimated to be

Introduction to Accounting Essay Example | Topics and Well Written Essays - 500 words

Introduction to Accounting - Essay Example Groups are treated as a single entity for the purpose of showing the financial position of the range of companies including parent (holding) company, its subsidiaries, associated companies and other investments such as joint ventures. These financial statements are known as consolidated financial statements because all the accounts of the companies are consolidated to form just one set of accounts. This is done for the better management of accounts, tax cuts, measurement of the size and extent of the business and also it is a requirement in some cases (Brennan & Pierce, 2003). The case discussed below is per USGAAP treatment of group accounts. (Definitions, 2008) When the company owns or purchases 50% or more of the outstanding common stock, the purchasing company has control over the acquired company. Control in this context is defined as ability to direct policies and management. In this type of relationship the controlling company is the parent and the controlled company is the subsidiary. The parent company needs to issue consolidated financial statements at the end of the year to reflect this relationship. Consolidated financial statements show the parent and the subsidiary as one single entity. During the year, the parent company can use the equity or the cost method to account for its investment in the subsidiary. Each company keeps separate books.

Carbon Emission Essay Example | Topics and Well Written Essays - 1000 words

Carbon Emission - Essay Example Some of the activities that take place for the carbon dioxide to be emitted cannot be easily avoided for involve daily essential activities that make the life of a human being complete. Among these activities include, burning fuel to provide warmth during winter, cooking, multivehicle combustion and other industrial activities. The earth’s temperature   has solely increased as a result of carbon dioxide was discovered way back in early 90’s after a series of argument between the parties who could propose and opposes but in the late 60’s they came to an agreement and research on how this gas accumulated commenced Martha 26). â€Å"Global warming is indeed a scam, perpetrated by scientists with vested interests, but in need of crash courses in geology, logic and the philosophy of science†. (Robinson 77). Due to this concerned, environmentalists have linked carbon dioxide as a gradually toxic gas capable of being responsible for the complete destruction of the universe in the future if caution is not taken. It is an air-based pollutant currently responsible for several thousand of mortality cases and introduction of other clinical conditions mostly respiratory (Robinson 77). Hudson (19) asserts that naturally before human being started industrial activities beyond natures control, the latter could regulate its own proportionality of carbon gases and the oxygen. Animals could inhale oxygen gases, and through reparation and decomposition, carbon was relapsed. This carbon having being a raw material for the formation of food by plants was taken from the environment. Unfortunately, because of human activities that have been characterized as an addition of more carbon in the environment and reduction of the necessary plants which could absorb these gases through deforestation. This has therefore, served as the major cause of an imbalance of these two gases proportionality â€Å"With all of the hysteria, all of the fear, all of the phony s cience, could it be that man-made global warming is the greatest hoax ever perpetrated on the American people?† (Hudson 19). And goes ahead to explain how the Findings from a research have suggested that, a rough estimate of more than 20,000 deaths in the whole world have been caused by air pollution cases are said to increase as the temperatures in the earth increase by 1 degree Celsius. The study went ahead and proved hoe carbon was correlated by the increment of temperature in the earth and therefore, concluded to be the prime Causer of global warming, and its mortality risk because of the ozone layer development was determined. As compared to the health experts, the environmentalists have blamed the carbon emission for this role played in the negative impacts of the environmental properties and consequently activities with them directly or indirectly involved (Hudson 19). The greatest effect her is abnormal temperature increase, which causes other effects like drying of wa ter bodies and swamps that significantly affects the life of plants and beasts that were initially suited for such weather. On examining and confidently concluding the effect of this environmental threat, governments mostly from the developed countries under different environmental related sectors, have come up with strict regulatory based on controlling the

Learning and Development of Human Resource Management Essay

Learning and Development of Human Resource Management - Essay Example As employees make day-to-day decisions, it is very important that the decisions they will make are based on the Disney’s principles. The company’s principles are a vital inclusion to the induction program for the new recruit, as he or she will also need to make decisions in the future. In order to give the new recruit an idea of his or her job’s significance to the bigger picture, the job’s place according to the organizational structure. The place of the job in fulfilment of a bigger objective, when it is shown will give significance to the individual goal a new recruit has in fulfilment of his or her own job. The company’s policies as regards health, safety and environment should be included in the induction programme. This could include the company’s policy as regards requirements for medical examinations and provisions when employees acquire illnesses. Apart from the health, rules and policies about the company’s work environment should be included. These rules, especially about safety in using certain equipments should be clearly given to new recruits. Also, serious actions that the management will take when employees violate safety rules which could jeopardize the safety of other employees should be included. When there are accidents, emergency procedures should be part of the induction programme in order to provide the new recruit knowledge that will aid him or her in times of emergency or accidents within the work environment. Disney should include in its induction programme the clear set of duties and requirements of the job that the new recruit should fulfil. By making clear the demands of the job, the new recruit will know up to what extend he or she will be expected to perform, and what to perform. Apart from the duties, the number of work hours required for a certain job should also be

Play Money Research Paper Example | Topics and Well Written Essays - 500 words

Play Money - Research Paper Example In the recent weeks, the shares belong to this company have been steady with drops ranging between 0.1-0.5%. These drops have not been affected by any company events in the past week. It is likely that the fall in stock shares is because many people are opting to hold the shares. Analysts have projected that some shares like those ones belonging to Bank of America are expected to hit an all-time in the year 2014. Exxon Mobil shares record a growth of 0.6%, which means gains for my investment (Yahoo Finances, 2014). It is necessary to hold the shares to see if the prices would rise in the next few weeks. The following shows the table in terms of the losses and profits made in this period. This is based on the stock prices as of 5th May 2014 from Yahoo Finance. The investments have not performed well compared to the S&P 500 index. The index has shown a steady increase from 186 to 187 between April 17 and May 5. The index had a few fluctuations from 187 to 186 (Yahoo Finance, 2014). This has not been shown in the investments which have maintained prices and dropped during this period. The Dow Jones Industrial Average Index has shown a steady increase in the past one month with a few slumps. Exxon Mobil is ranked third among the biggest gainers and Microsoft appears among the biggest losers. The S &P 500 index has been ranging between 188 and 189 based on stock price value. The prices have been relatively steady with minimal changes. For example in May 2nd the stocks indicated a 0.16% change in shares prices. The Russell 2000 index has, also, been steady in the long term (Russell Investment, 2014). It has shown a positive growth of 0.18% in the last month and 0.26% as of May 2nd 2014. Therefore, it seems that all these indices have been steady with very minimal fluctuations. The performance of the investments has been reflected in the tracking of these major stock indices. This

Present savalescu's argument harmless wrogdoing using the nuclear Essay

Present savalescu's argument harmless wrogdoing using the nuclear acident case - Essay Example The professor equates the case of the nuclear accident to selection of embryos otherwise referred to as procreative beneficence (Mills, 65). He argues that a poor country can invest in nuclear energy in order to provide heat and light. Nuclear energy then changes the citizen’s lifestyle since citizens can now enjoy their lives more by staying awake for longer periods. After sometime, a break down in the nuclear plant emits radiations to the environment and causes harm to the population. Majority of children born after the nuclear accident suffer pregnancy complications and physical abnormalities. Savalescu points out that objecting the nuclear accident is like admitting to harmless wrongdoing. He argues that children born after the nuclear accident would not have been born if the government did not invest in the nuclear plant. He argues that the nuclear accident was wrong but the population not severely harmed unless of death cases. According to Savalescu, if the population ob jected the accident then they have no right to object his concept of procreative beneficence. According to Holland (81), Savalescu justifies killing in order to save lives. ... Savalescu argument in relation to nuclear accident refers to using â€Å"preimplantation genetic diagnosis† (PGD) to select genes not affected by the nuclear accident. Nuclear accident not only results to body abnormalities, but also affects future generations. Nuclear accident affects the genetics composition of adults’ genes, which can affect future generations by inheriting the undesired genes (Mills, 27). In this case, Savalescu calls for use of the PGD to select embryos while destroying the nuclear affected embryos. However, the use of PGD is only possible when used with in-vitro fertilization (IVF) where fertilization of the ova and the sperm cells occurs outside the body before implanted into the female’s body. Savalescu arguments for harmless wrongdoing are logical since it may result to improvement of a child’s life. According to Savalescu, nuclear affected genes may affect the lives of the born children. This is because; the children born will ha ve physical abnormalities hence may not live a good life. According to Oakley (192), applying Savalescu theory of selection of embryos may help to prevent the unborn child from living a miserable life. Parents can prevent their children from the effects of the nuclear emissions by selecting the non-affected genes. This helps to control the effects of the nuclear accident by preventing the inheritance to future generations. Savalescu’s arguments help in evaluating the embryos with the highest chances of survival (Mills, 66). Procreative beneficence is crucial in evaluating the best genes that are likely to survive and live the best life. The parents then neglect the weaker genes that are not likely to survive. This will ensure the elimination of the problem of infant mortality