Situation Analysis of Mondelez International †MyAssignmenthelp.com

Question: Talk about the Situation Analysis of Mondelez International. Answer: Presentation: The task is an investigation of the current circumstance of an organization which can help in making proposals about the companys future. The organization considered is Mondelez Internatioanl Australia and New Zealand. The task is separated into two primary issues, the outside investigation and inward examination. The report responds to the inquiry with respect to the business condition and serious examination of Mondelez. The extent of the task ranges over the news paper articles, diaries and magazines to draw the vital issue. The outer investigation segment is isolated into segments, the first is the full scale condition patterns while the second is a serious examination. The interior segment dives into the parts of Mondelez like money related qualities, human asset the executives, etc. The last area is the end alongside the suggestions for Mondelez. Mondelez International Australia and New Zealand is the Australian arm of Mondelez International and is probably the biggest producer and advertisers of food in Australia. The organization has its central command in Melbourne and claims Vegemite and Cadbury. The organization earned net income of $26 billion out of 2016 (mondelezinternational.com, 2017). The yearly report shows that Mondelez International has expanding pace of total return in five years contrasted with its rivals as appeared in the diagram beneath. Circumstance Analysis: The circumstance examination of Mondelez International Australia and New Zealand is has two sections, the macroeconomic and the SWOT investigation. The reason for the outside market is to analyze the outer full scale condition factors which decide the techniques of the worldwide organization. The reason for the SWOT examination is to consider the qualities, weakneeses, openings and dangers to the organization being referred to. Mondelez Internatioanl works in an assortment of outer macroeconomic conditions which summed up as PESTLE underneath. These elements decide the upper hand of Mondelez International in regard to its rivals (Hautz, Mayer Stadler, 2014). The political variables allude to governments approaches, laws, worldwide concurrences with nations, etc which assume critical job in the organization arrangements and methodologies. Australia is a protected government where the administration controls and make exchange obstructions to advance local organizations. Be that as it may, the legislature has bit by bit began energize passage of worldwide organizations like Mondelez. Mondelez ought to likewise maintain the free market and lower tariif strategies and increase by it (aph.gov.au, 2017). Monetary components comprise of those variables which impact the financing and estimating choices of the organizations like Mondelez. These elements are swapping scale, work rates, estimation of land, gracefully chain the board, etc. The worldwide cash rates have solid bearing on the evaluating procedures of the organizations. The estimation of Australian Dollar has fallen which implies that fares have gotten less expensive and the outsiders clients can purchase more with their monetary standards. The specialists state that the Australian producers like Mondelez can send out their merchandise more to acquires exceptional yield (Beattie, 2017). Mondelez International ought to secure assets reasonably and keep the evaluating procedure low to pick up from sending out its items to the outside business sectors (Brandenburg et al., 2014). The social perspectives manage the impact of an item on the general public and culture of a market like Australia. Mondelez International fabricates chocolate items with high calories which regularly face reactions from different layers of the general public. The Australians chocolate showcase is developing and Mondelez ought to underwrite the chance. The Australian culture adores premium chocolate and is prepared to address high retail cost for it. Thus, Mondelez should fix high retail costs for its exceptional chocolate items and low for standard items to create high income (Nieburg, 2017). The Treasury, Government of Australia tells than the nation has encountered supportable salary development in the ongoing years and the rich have contributed enormous to the expansion in national pay. The developing populace of the nation alongside the developing salary support chocolate showcase (Australian Bureau of Statistics, Australian Government, 2017). Mondelez should advertise its items more in the Australia and exploit the rising pay of the Australians to sell its items (Fletcher Guttmann, 2017). Innovative: Innovation alludes to the degree of advancement and think-tanks do to realize new items and improve their current items. The limit of an organization to use innovation likewise decides its capacity to receive practical methods for creation and activity. Mondelez is a universal food producer who is monetarily exceptionally solid and can put resources into present day innovation. Australia is a mechanically solid nation and gives its organizations trend setting innovation and degree for advancement. The regularly expanding request and changing utilization design energizes modernisation and supportable creation. The food item makers like Mondelez have condition of workmanship innovation which causes them to make economical items and packaging(Gold, Kunz Reiner, 2016). Mondelez has six present day fabricating plants in Australia which permits to organization to achieve creative results of prevalent quality (Lynch Jin, 2016). Culture of individuals has a significant task to carry out in the utilization design which further effects the interest of items. Religion, nationality, etc assume significant job in the way of life of individuals. Mondelez International fabricates chocolate items which are appreciated by individuals everything being equal. The organization showcases its items universally to exploit this interest for chocolate across societies. The Australian individuals love chocolate items particularly premium chocolate items. Mondelez should make and market premium chocolate items and take into account the Australian market (Tan et al., 2015). The individuals of Australia are expanding stressing on feasible items and are prepared to pay for them. Mondelez should advertise economical chocolate items to take into account the Australian market (Wee et al., 2014). Macroenvironmental Factors Issue Opportunity or Threat recognizable proof Data Source Political/Legal Free market and lower tariif approaches Opportunity aph.gov.au, 2017 Financial Falling Australian Dollar Opportunity Beattie, 2017 Social Risisng interest for premium chocolate Opportunity Nieburg, 2017 Innovative New assembling plants and trend setting innovation Opportunity Lynch Jin, 2016) Culture Love for premium chocolate items among the Australians Opportunity Tan et al., 2015 The diagram shows that Cadbury by Mondelez drives the chocolate market of Australia with its two direct rivals Kit Kat by Nestle having 17% offer and Mars at 9%. Their quality lies in their capacity to cook the necessities of both the premium and low variation shoppers. The two measurements which shoppers consider while making buy are assortment and accessible. The shortcoming of the contenders is their failure to deliver an assortment of chocolate items which Mondelez can create. The perceptual guide underneath show the contenders of Mondelez International, the Y pivot shows wide decision and the X hub shows assortment. The figure shows that Mondelez International positions most noteworthy in the purchasers minds as indicated by the two boundaries. Assessment of the Companys Internal Capabilities and Core Competencies: Mondelez International is a worldwide organization taking into account worldwide shopper base. The organization is available in over a hundred nations which gives it a tremendous upper hand. Product offering comprises of an assortment of premium items. The organization fabricates Cadbury which comes in both premium variations like Bournville and low evaluated variations. The organization likewise claims Vegemite, Ritz, Belvita and different brands worth billions. The organization is monetarily solid with a net income $26 billion of every 2016. The organization has acquisitions like Cadbury worth billions of dollars which has given the organization its inventive product offering. The product offering encourages the organization to shape a solid showcasing system. The organization follows key human asset the board in all the area it works in. The organization is a worldwide manager and utilizes individuals everywhere throughout the world. Mondelez International Australia utilizes in excess of 2000 representatives who quality tit with itstalent and upper hand. Goes under reactions because of fatty and sugar content in the items which influences the advertising procedures of the organization. Product offering constrained to food items. Openings: Extend product offering towards different items like home consideration, electronic, etc. Present low calorie items like Coca Cola. Go into natural item showcase by new natural chocolate items. Enter new markets Faces firm rivalry from substitutes like espresso. Fcaes firm rivalry from other global organizations like Nestle and Unilever. Faces danger from new participants in the entirety of its business sectors like nearby chocolate organizations. Ends: The examination shows that Mondelez International Australia and New Zealand is a major worldwide organizations which experiences different macroeconomic variables like political, efficient, etc. The organization is monetarily exceptionally solid and has a solid product offering. The results of the organization command the market yet face firm rivalry from other worldwide food producers like Nestle. The accompanying suggestions can be made for the companys future: Mondelez ought to extend its item portfolio so as to acquire c

?Words are more treacherous and powerful than we think? Essay -- essay

Title: â€Å"Words are more deceptive and amazing than we think† Evaluate the degree to which the attributes Sartre claims for words influence - adversely or emphatically - various Areas of Knowledge. The restrictions of information that the subject suggests are the constraints of language and how well it approaches truth. There are various meanings of language. Everyone has there own term of a big motivator for language. For instance, Chomsky says that language is an arrangement of sounds set up to frame phrases, which are then converted into a person’s mind. Adler says that language is an arrangement of sounds that are made to shape a method of correspondence, which can be interpreted in the human psyche. What I discovered is that language shows the confirmation of words through considerations. emotions, and an arrangement of subjective signs, for example, voice sounds, signals, or composed images. Pictures are likewise a method of getting language, which interfaces with what Adler and Chomsky had said. Since the world’s jargon is so restricted to the significance of a word, pictures are supplanted in their importance. By indicating the considerations of what Choms ky and Adler stated, I will show what number of others have an alternate thought regarding language. Words have been given a conviction to have a genuine importance to them, however actually not all that numerous words have a genuine significance. So as to locate their actual importance we need to take a gander at how they are utilized and afterward think of the genuine significance. â€Å"Therefore it was essential that he ought to have the option to utilize these sounds as indications of inside originations; and to make them remain as imprints for the thoughts inside his own psyche, whereby they may be made known to other people, and to other people, and the musings of men’s minds be passed on from one to another.† What now and again winds up happening is that the word can mean such a large number of things as a rule, which gets befuddling. Or maybe they have a wide range of implications, which must be found through content that can be found through information. In s ome cases the importance of words is so unclear it is hard to comprehend their significance by any stretch of the imagination. Except if we know about the specific setting in which it is being utilized, we would likely not concur on the inconspicuous contrasts. Language is the thing that we people use as an image of correspondence. ds or language by and large were planned by man in to fit understandable sounds, which we call words. Language is viewed as a correspondence of musings and feeling... ...s strategy an effective one. By indicating the considerations of what Chomsky and Adler stated, I will show what number of others have an alternate thought regarding language. Words have been given a conviction to have a genuine importance to them, however in actuality not all that numerous words have a genuine significance. So as to locate their actual importance we need to take a gander at how they are utilized and afterward think of the genuine significance. In any case, now and then winds up happening that the word can mean a such huge numbers of things much of the time, which gets befuddling. Or maybe they have a wide range of implications, which must be found through content needs to establish through information. Now and then the significance of words is so ambiguous it is hard to comprehend their importance by any stretch of the imagination. Except if we know about the specific setting in which it is being utilized, we would most likely not concur on the unobtrusive contrasts. Information plays into infl uence by adding an entirely different view to taking a gander at a word. With information, the understanding of words can be made sense of quicker and increasingly productive. The method of deciphering the human language makes this technique a proficient one. John Locke, Concerning Human Understanding , The Great Books Of The Western World; The University of Chicago Press, 1952

11 Must-Read UK Nonfiction Books of 2019

11 Must-Read UK Nonfiction Books of 2019 In times of turmoil, we turn to books to get a sense of the world around us. Nonfiction provides us a clear-cut, unreserved portrait of our present and where it might lead us to. Here is my selection of the top nonfiction books of 2019 that will not only expand your horizons but are also compulsively readable. Twas the Nightshift Before Christmas by Adam Kay I dare you all to not howl with laughter while reading anything written by Adam Kay. His  This Is Going to Hurt  was a phenomenal, record-breaking bestseller with its impeccable blend of humor and poignancy. Here he continues to simultaneously crack us up and make us feel sympathy for the hectic life of hospital staff during Christmas time. Make It Scream, Make It Burn by Leslie Jamison One of the most esteemed contemporary name in nonfiction, the writer of The Empathy Exams is back with another blistering book. Biting and honest, this collection of essays revolve around themes of longing and obsession. Superior by Angela Saini Award-winning writer Saini explores the bases of race in science throughout history. A vital and urgent addition to political science. We Are Never Meeting in Real Life by Samantha Irby One of the most hysterically comical books you will read this year, Irby is at her smartest, candid best here. No wonder Roxane Gay loves it. If you are a fan of Fleabag, you will love this collection of self deprecating, outrageous and painfully awkward encounters. Year of the Monkey by Patti Smith   From the NBA-winning author and cultural icon, this is a sharply realized, poetic, and sophisticated memoir of a transformative year in Smiths life. Indelible in the Hippocampus: Writings from the Me Too Movement  Edited by Shelly Oria   A legacy of the #MeToo movement, this timely anthology provides daring and honest insights into the factors and patriarchal structures enabling this abuse against women. Featuring  Black, Latinx, Asian, and queer voices, this book is a galvanizing effort to propagate this much needed movement. Skin Deep by Gavin Evans In this powerful book, Evans tears down racial myths which has been fortified by some of our most prolific scholars. The nature vs nurture debate regarding race is deconstructed with pertinent knowledge. New Kings of the World: Dispatches From Bollywood, Dizi, and K-Pop  by Fatima Bhutto Tracking the cultural pivot of pop culture from the Western world to the East with examples of K-pop, Shah Rukh Khan, and Turkish soap operas. An important zeitgeist of our time. Entertaining and incisive. Against Memoir by Michelle Tea A brazen and audacious collection of personal and social essays from a queer icon. By turns sensitive and scathing, Tea leads timely and important conversations about our current culture. A Woman Like Her: The Short Life of Qandeel Baloch by Sanam Maher Qandeel Baloch was a controversial social media star in Pakistan who was murdered by her brother in 2016. This timely book attempts to piece together her life journey from the small village in Punjab to her stint in a womans shelter after her troubled marriage and finally to her rise to fame. Trick Mirror  by Jia Tolentino Zadie Smith hailed this as a whip-smart, challenging book. Imagine Rebecca Solnit for the millennial. Tolentino gives razor-sharp cultural commentary about our era of hyper individualism and tech obsession with shrewd insight. Three Women by Lisa Taddeo A path-breaking peek into the privates lives of three ordinary women. This book portrays a brazenly intimate portrayal of womanhood, love and desire. When Death Takes Something From You Give It Back by Naja Marie Aidt A devastating memoir about a mother mourning the tragic death of her 25-year-old son in an accident. A beautifully fragmented and hope filled book about embracing love and death.

Essay on urdu asa basis of national unity - 835 Words

Every nation needs some marks of identity. Language is also amark of identification of any nation. Pakistan is a federation of four provinces and its national language is URDU. URDU- THE NATIONAL LANGUAGE OF PAKISTAN Urdu is our national language. It has played an importyant role in the articulation of muslim culture in South East Asia.It has been rightly said that urdu had been the a symbol, an issue and a weapon in our struggle for independence. The 1973 constitution of Pakistan has also declared Urdu to be our national language. History of Urdu language; Urdu is nearly 300 years old and was considered as the language of the Muslims from the very beginning because of its origin. The blending of Arabian, Persian and Turkish give†¦show more content†¦People of two different areas can easily understood each other ideas and thoughts by urdu. A promotor of Islamic education: Lectures on islamic education and religion are delievered in Urdu throughout Pakistan. The religious leaders, mystics and sufi poets spread the light of islam in sub-continent with help of urdu. The translation and tafseer of Holy Quran and Hadith have been produced in urdu language in great numbers to enable the muslims to understand them properly. In this way urdu language has played a pivotal role in keeping the Muslim nationhood intact. A medium of national cohesion: Having close resemblence with all the regional languages of Pakistan and common vocalbury, script and derivation from same primary sources, Urdu in Pakistan has become a key to the national cohesion and unity. Urdu language is the medium of instructions in all government schools in Pakistan. Politrical science, History, Islamic Studies and many other subjects are taught upto the masters level in the urdu language. The government is making systematic efforts to impart advanced eduacation in scuence and technology in Urdu language. A instrument of national integration: Urdu has become a symbol of nayional unity and solidarity. It represents the common culture, hertitage and identity of Pakistan. It is close to the heart of all Pakistanis as it played an important role in the struggle for freedom from the supremacy of British and subjugation of Hindus. A promoter of

Repressed Memories Essay - 3891 Words

Repressed Memories Abstract In recent years there has been a hot debate between repressed vs. false memories. Neurobiological studies show that both suppression and recall and the creation of false memories are possible. This paper evaluates the evidence but forth by both sides of the controversy and concludes that both are feasible and separate phenomenon, which occur at significant rates in our society. Further biological research on the effect of psychological trauma on the neurochemistry of memory may help clinicians distinguish between true repressed memories and false memories in clients who report abuse. However, to date there is no method to determine the accuracy of these memories. Therefore clinicians and the†¦show more content†¦Neurobiological studies show that both suppression and recall and the creation of false memories are possible. (Kandel, 1994) In this paper both sides of the debate will be analyzed and evaluated. The issue of false vs. repressed memories is of increasing relevance to counseling psychologists and indeed to any professional involved in therapy. The reputation of therapy is at stake, as clients begin to sue therapists for the implantation of false memories. In turn, it is essential that all clinicians conduct their therapy according to the latest guidelines of practice as to avoid suggestion and the possible implantation of false memories. The need for understanding the phenomenon of repressed memories is also very important from a legal standpoint. In recent years there has been numerous cases of people suing their parents or other authority figures for abuse that has been recalled many years after the abuse was said to have occurred. The rulings in these cases have often been controversial considering there is often not enough concrete or collaborative evidence to prove the accused to be guilty or innocent. 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Designing a radio frequency controlled robot platform Free Essays

string(147) " of utilizing wireless moving ridges to convey signal is, signal will be affected by the presence electromagnetic intervention in the environment\." Introduction: Presents, wireless communicating engineering has been spread outing quickly. It is important part to human being as the distance between each other become shorter because of these radio engineerings, such as Radio Frequency, Microwave, Bluetooth, LAN and WIFI engineerings. Wireless communicating devices are indispensable to human being lives as people use to pass on with other by utilizing cordless phones and other radio devices. We will write a custom essay sample on Designing a radio frequency controlled robot platform or any similar topic only for you Order Now Besides that, wireless frequence devices are being applied in infirmary or a nursing place for monitoring of patients, and besides the radio mouse, keyboards for computing machine countries and robotics every bit good. Since the radio communicating engineering is important and indispensable to human lives, so the wireless frequence technique has been chosen as the robot remote control in order to look into and use this engineering. The wireless frequence technique uses on this undertaking but non other radio engineerings because it has the suited transmittal scope and more dependable than other techniques. For illustration, infrared technique requires signal transmit in line with unobstructed between the sender and receiving system. Radio frequence technique applies on this undertaking for conveying the signal sent by user from sender to robot ‘s receiving system in order to command the going waies of automaton, such as move frontward, rearward, left or right. The scope between RF sender and receiving system is based on the frequence of its faculty. Higher frequence RF faculty will hold farther transmittal scope and RF range from 100 kilohertzs to 1 GHz. It is propagating along the land or contemplation from the ionosphere so reaches the receiving system. The wireless frequence controlled robot platform motions non merely command by RF remote control, but besides obstacle sensors. Two supersonic detectors are installed on the forepart and dorsum of automaton to move as obstruction sensors to avoid obstruction in the class set by the accountant. Furthermore, a PIC ( Peripheral Interface Controller ) is used to command the turning way of motors which the automaton wheels by determines RF and supersonic detector signals. When there is an obstruction in the class set of automaton, automaton will halt, so LED on automaton platform will illume on and the doorbell will makes a warning sound to bespeak accountant to alter the going way of automaton. Aim: The purpose of the undertaking is to plan a RF ( Radio Frequency ) Controlled Robot Platform which the going way of automaton is controlled by RF remote control within a peculiar scope without the usage of electrical music directors. Besides that, detectors will be installed to move as an obstruction sensor of this automaton to do certain it can avoid obstructions in the class set by the accountant. Furthermore, a micro accountant will be used to command and to implements the operation by analysis the signal receives from distant control and detectors. For this undertaking, it involves larning to utilize detectors, Peripheral Interface Controllers and larning its scheduling every bit good. BACKGROUND LITERATURE: A PIC microcontroller is use to move as a control Centre of the automaton as it has computation, memory and I/O maps. By utilizing PIC, C scheduling or assembly linguistic communications accomplishments are required as microcontroller operations are based on the package programming to implement the undertakings. The PIC16F76 [ 1 ] has been chosen as the microcontroller of this undertaking as it has several particular pins and characteristics that suits for this undertaking demands such as: O PIC16F76 has a entire figure of 28 pins. It is made up of three I/O ports ( Port A, B and C ) which has a 22 I/O pins in sum. O In I/O port A, there are five input channels of 8-bit Analog-to-Digital Module which allows transition of an parallel input signal to a corresponding 8-bit digital figure that is helpful in analysis the signal transmits from RF receiving system. O Two PWM ( Pulse Width Modulation ) Capture/Compare pins those are good in control the velocity and on/off of the DC motor by puting PWM responsibility rhythm. O SCL and SDA pins can pass on with supersonic straight. An supersonic is a type of detector that uses to bring forth high frequence ( above 20 KHz ) sound wave pulsations and detects an object by construing the reverberations signal from its sound moving ridge pulsation. The sound moving ridge pulsations are going in one way, when it detects an object, the echoed signal will be reflected back to the transducer of the supersonic detector. The scope from detector to object is able to find by ciphering the continuance of clip between the minute the sound wave pulse detects the object and clip for the echoed signal to return back to detector. When detector detects an object, it will trip a signal and sends it to PIC. Supersonic detector is good in observing liquids, seeable objects and irregularly molded objects. Therefore, it has been chosen to move as an obstruction sensor of this undertaking instead than other detectors. Besides that, supersonic detector has a higher sensing scope and the reflected signal does non affected by the surface and colour of objects. The supersonic detector SRF08 [ 2 ] is a high public presentation supersonic scope finder with a scope from 3cm to 6m. The communicating between SRF08 with microcontroller is via I2C coach. The I2C coach consists of 2 active wires and a land. Bi-directional SDA and SCL are the active coachs. SDA is Serial Data line and SCL is Consecutive Clock line, both of them have a pull-up resistance to +5v someplace on I2C coach. SRF08 is ever a slave ne’er a coach maestro. For the wireless frequence remote control, the wireless wave signal can go through around or through the object, such as wood, glass, walls and other stuffs. The advantages of utilizing wireless frequence remote control are, signal transmits range farther than infrared distant control and signal does non necessitate to be transmitted in line to receiver. The disadvantage of utilizing wireless moving ridges to convey signal is, signal will be affected by the presence electromagnetic intervention in the environment. You read "Designing a radio frequency controlled robot platform" in category "Essay examples" A RF faculty [ 3 ] ( TWS-434 and RWS-434 ) has transmitter frequence 433.92 MHz when it end product is 8mW with a scope of about 200 pes for indoors and 400 pes for out-of-doorss. It is ability to accept both digital and additive inputs. Operating electromotive force is 1.5 to 12 volts-DC. For the RWS-434 receiving system, it is besides operates at the same frequence which is 433.9 2 MHz and a sensitiveness of 3uV. The receiving system has both additive and digital end products and runing electromotive force from 4.5 to 5.5 volts-DC supply. Two DC Gear motors are installed on the automaton platform as the motor thrusts ( wheels of automaton ) . The EMG30 [ 4 ] motor is a DC motor with encoder. Encoder is used to tracking the figure of revolutions and the place of motor. The rated electromotive force of this motor is 12v. These are the characteristics of EMG30 DC motor: O No burden velocity: 216 revolutions per minute O No load current: 150 ma O Rated torsion: 1.5 kg/cm O Rated current: 530 ma O Rated velocity: 170 revolutions per minute O Rated end product: 4.22 W The motor shaft can be rotated in two waies that clockwise or counter-clockwise way. Therefore, the automaton moves frontward or rearward merely inversing the mutual opposition of the power supply of the DC motor. The turning operation makes by holding two wheels turning in different waies at the same time. This motor has Hall detectors [ 5 ] every bit good. A hall detector varies its end product electromotive force in response to alterations in magnetic field, it used for placement and velocity sensing applications of this undertaking. An H-bridge is a four shift elements device which enables a electromotive force to be applied across the motor or burden in merely one way. It is utilizing to move as a motor control circuit that allow DC motor to run forwards and backwards by providing the electromotive force to different switches. An H-bridge is built with four switches. When the switches S1 and S4 are closed, S2 and S3 are unfastened a positive electromotive force will be applied across the motor. The electromotive force will be in the reversed way by opening S1 and S4 switches, shuting S2 and S3 switches. The H-bridge is by and large used to change by reversal the mutual opposition of the motor, but it can be besides used to halt the motor or to allow the motor run freely. Switches S1 and S2 or S3 and S4 should non be closed at the same clip as it will do a short circuit on the input electromotive force. L298 [ 6 ] is a high electromotive force and high current double full-bridge driver. The chief intent of L298 is to move as a motor accountant to command the rotate way of DC motor harmonizing to the end product electromotive force from PIC. It is taken from mention of â€Å" H-bridges: Theory and Practice † , available from: hypertext transfer protocol: //www.mcmanis.com/chuck/robotics/tutorial/h-bridge/ S1 S2 S3 S4 Motions of the motor 1 0 0 1 Motor moves right 0 1 1 0 Motor moves left 0 0 0 0 Motor free tallies 0 1 0 1 Motor brakes 1 0 1 0 Motor brakes WORK DONE: In the past few hebdomads, a batch of consideration and research undertakings have been done. For illustration, the extension rule of wireless frequence, and besides the working rule of H-bridge motor control and PWM. Some tutorials that helpful and related to the PIC scheduling have been read as good. On the other manus, all the constituents of this undertaking have been decided after reading the datasheets of each constituent. At the same clip, automaton platform has been designed and sent to the mechanical ‘s workshop in order to cut metal home base into the designed form. Furthermore, the pin connexions between the PIC, detectors and motors have been decided after reading datasheets of constituents and PIC. So far, the advancement of this undertaking is on the measure of circuit conventional designing and larning the package scheduling of PIC undertakings. Pin 1: Seriess connected with a 10kI © resistance to +5v DC supply. Pins 2 A ; 3: End product ports for LEDs. Pins 5 A ; 7: to move as inputs from shaft encodes of motor. Pin 8: Connect to land. Pin 9 A ; 10: Connect to a parallel crystal 4 MHz and two series 33 pF capacitances with land. Pins 12 A ; 13: PWM outputs connect to the H-bridge. Pins 14 A ; 15: I/O ports of I2C lines connect to the supersonic detectors. Pin 18: End product port for doorbell. Pins 25 A ; 26: End product signals connect to H-bridge. Pins 21, 22, 23 and 24: Act as input ports from RF receiving system. Advancement AND Plan: Now, it is on the measure of larning package scheduling and circuit conventional designing undertakings, but it is a small spot delayed due to the clip disbursement on the undertaking less than undertaking program for past few hebdomads, since I was busy in making other faculty ‘s assignments and could non make up one’s mind the constituents on clip. On the following semester, the clip disbursement on this undertaking will be more than the novice program in order to catch up the advancement that has been planned as undertaking program. These are the major undertakings that will transport out consequently on the undermentioned semester: 1. RF faculty proving. 2. Supersonic faculty testing. 3. DC motor testing. 4. PCB circuit design. 5. PCB etching and soldering of constituents. 6. Prototype theoretical account building. 7. Trial and seek run the automaton system to modify the scheduling of PIC. 8. Troubleshooting and debugging. 9. Test overall functionality. On the undermentioned semester, the clip disbursement on making this undertaking will be 18 hours per hebdomad. The item agenda of this undertaking has been shown on the Gantt chart. List OF REFERENCE: Book: DEVENDRA K. MISRA, â€Å" Radio-Frequency and Microwave Communication Circuits † , Printed in the United States of America, By John Wiley A ; Sons, Inc, 2001. Newton C. Braga, â€Å" Roboticss, Mechatronics, and Artificial Intelligence, Experimental Circuit Blocks for Designers † , Printed in the United States of America, By Newnes Boston Oxford Auckland Johannesburg Melbourne New Delhi, 2002. Internet: Richard J. Valentine, â€Å" Motor Control Electronics Handbook † , Printed in the United States of America, The McGraw-Hill Companies, Inc. , accessed by 30th October 2009, E-book, available from: hypertext transfer protocol: //books.google.com/books? id=kLZL5hTsVIYC A ; printsec=frontcover A ; source=gbs_navlinks_s # v=onepage A ; q= A ; f=false Jim Brown, â€Å" Brief H-BRIDGE THEORY OF OPERATION † , Written at April 1998, accessed by 1st November 2009, available from: hypertext transfer protocol: //www.dprg.org/tutorials/1998-04a/ Chuck McManis, â€Å" H-bridges: Theory and Practice † , accessed by 1st November 2009, available from: hypertext transfer protocol: //www.mcmanis.com/chuck/robotics/tutorial/h-bridge/ Milan Verle, â€Å" PIC Microcontrollers † , mikroElektronika ; 1st edition, Written at 2008, accessed by 25th November 2009, available from: hypertext transfer protocol: //www.mikroe.com/en/books/picmcubook/ch5/ Nebojsa Matic, â€Å" Programing PIC Microcontroller in BASIC † , mikroElektronika, Chapter 6 PWM Module, accessed by 1st December 2009, available from: hypertext transfer protocol: //www.mikroe.com/en/books/picbasicbook/06.htm # 6.5 Chuck McManis, â€Å" H-bridges: Theory and Practice † , accessed by 1st November 2009, available from: hypertext transfer protocol: //www.mcmanis.com/chuck/robotics/tutorial/h-bridge/ Bibliography [ 1 ] PIC16F7X Data Sheet 28/40-Pin, 8-bit CMOS FLASH Microcontroller, By Microchip Technology, Inc. , 2002. hypertext transfer protocol: //ww1.microchip.com/downloads/en/DeviceDoc/30325b.pdf [ 2 ] SRF08 High Performance Ultrasonic Range Finder, By Acroname, Inc. , 1994-2009. hypertext transfer protocol: //www.acroname.com/robotics/parts/R145-SRF08.html hypertext transfer protocol: //www.robot-electronics.co.uk/htm/srf08tech.shtml [ 3 ] Radio Frequency Module ( TWS-434 and RWS-434 ) Data Sheet, By Rentron Electronic. hypertext transfer protocol: //www.rentron.com/Files/rf.pdf [ 4 ] DC Gear motor ( EMG 30 ) Data Sheet, By technonots.co.uk. hypertext transfer protocol: //www.technobots.co.uk/acatalog/info_1453_005.html [ 5 ] Hall Sensor Principles, By Honeywell.com. hypertext transfer protocol: //content.honeywell.com/sensing/prodinfo/solidstate/technical/chapter2.pdf [ 6 ] L298 H-Bridge Data Sheet, By STMicroelectronics. hypertext transfer protocol: //www.st.com/stonline/products/literature/ds/1773.pdf How to cite Designing a radio frequency controlled robot platform, Essay examples

Experience in a New Country free essay sample

New Country I can still remember that feeling I had experienced when my mother had told me We’re moving to America. I felt as if time had stopped and I didnt know what to Think. I couldnt decide whether this life-changing sentence was something I should look forward to or something that will cause me to face more problems than rewards. However, to tell you the truth, I was more excited rather than being in a panic. Nevertheless, I could not bear the fact that I will no longer be able to stroll along the beach minutes away from my house or watch my favorite cricket players dominate the teams of other countries. After spending nine years in Pakistan, I moved to an environment that was totally different from the one I came from. I knew that this would be my biggest hurdle I would have to overcome. We will write a custom essay sample on Experience in a New Country or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page As a new 4th grader in a place where Pakistanis were rare, I felt as if I was invisible in the classroom. Being a novice in English, I was looked down by other students and was not well received. I sat quietly in class and tried not to look at anyone; yet, the others talked to each other while watching me and started to laugh. I can still hear that evil laugh. I could still remember the times when the teacher used ask, Who doesnt have a partner? and I would be the only one to raise my hand. I was often upset, feeling that there would be no light at the end of the tunnel. However, I continued walking through the tunnel, knowing that light will finally be visible. As the second semester approached, my communication skills slowly started to improve. As a result of this progress, I started to enjoy the ability to converse with my classmates. Soon, I made more friends and noticed that I actually enjoyed going to school. Cricket was no more my favorite sport; now, I enjoyed playing the American football and basketball. To this day, I continue playing these sports and supporting the Ravens and Lakers. The doors finally opened for me, but it took effort. Life was complicated during the Transition stage when I was learning to accustom myself to a new language, culture, And customs. There were times in which I did not want to go to school, times I did Not want to face humiliation, and times I wanted to return to Pakistan. However, as Time passed, I soon discovered that America is exactly the kind of place I would have Want to move to. In America, I decide how my future will turn out to be. It is up to me to use my Independence with responsibility. My journey across the dark tunnel has taught me a Priceless lesson: Confidence is the result of hours and days and weeks and years of Consistent work and dedication. I have used this lesson in my adapting to a new Environment as different as the USA and I expect to use this lesson as my light to Direct me when I stumble upon new tunnels in the future.

Compare and Contrast Any Two Theories of Leadership Essay Example

Compare and Contrast Any Two Theories of Leadership Essay Compare and contrast any two theories of leadership In the following essay I will look at leadership, its definition and compare and contrast two theories behind it. I will firstly see if there is a distinction between leadership and management as suggested by John Kotter(1990) who goes on further to stress that organisations require both a leader and a manager but the function can be provided by a single individual. I will then look at some definitions of leadership such as that by Bryman(1999), â€Å"The process of influencing the activities of an organized group in its efforts toward goal setting and goal attainment†. The two leadership theories which I will compare and contrast are transactional and transformational. I will also look at other factors such as organisational type and gender and see what impact they have on the above theories. I will finally conclude with what I have found and understood from researching this topic. What is leadership and is it different from management? Before I examine any theories on this subject it is important to understand what is meant by leadership. The Cambridge Advanced Learners Dictionary (2010), givesâ€Å"the set of characteristics that make a good† as one of its three definitions for leadership. We will write a custom essay sample on Compare and Contrast Any Two Theories of Leadership specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Compare and Contrast Any Two Theories of Leadership specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Compare and Contrast Any Two Theories of Leadership specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Belbin (1981) suggests that leadership is not only about the job but also about the quality that could be brought to the job through leadership. I understand leadership to be a method or process by a group or individual to produce desired outcomes. This is on par with Bryman’s (1999) definition as quoted in the introduction. So how does this differ from management? The dictionary definition of â€Å"the technique or practice of managing or controlling†, Collins (2003) and this is similar in other references. Adair (1997) asks â€Å"What does it matter if the cat is black or white, as long as it catches mice†. Perhaps the two terms are interchangeable as they both rely on the application of influence to get a workforce to commit to accomplishing a given task. From Adairs statement it could be argued that they are different descriptions of the same thing. Transactional leadership relies on the workers behaviour being influenced by means of reward by the leader. There is co-dependency between the leader and the worker, one has to offer the other something for a desired outcome. A real life example of transactional leadership is the use of commission in the sales industry. Performance to the leader’s requirement or expectation is rewarded. This could be seen as one of the advantages of this type of leadership, that is it provides a clear idea of what is required. Watch any episode of the BBC television programme ‘The Apprentice’ and this theory is clearly demonstrated throughout. The main disadvantage becomes clear, the assumption is everyone is motivated by monetary rewards and this is simply untrue. In contrast transformational leadership is the infusion of motivation and inspiration into the workers to do the work by their leader as suggested by Anita(2008)â€Å"You have to look at leadership through the eyes of the followers and you have to live the message. What I have learned is that people become motivated when you guide them to the source of their own power and when you make heroes out of employees who personify what you want to see in the organisation. † The election campaign that was run by the now US President, Barak Obama, was transformational. Obama influenced the voters with his charisma and motivated them by addressing issues that appealed to them. This highlights another disadvantage of transactional leadership. It does not engage the worker into dialogue with the leader to come up with alternate solutions. Transformational leadership inspires individuals and groups to think more openly about what affects them and solutions that would resolve their issues. However this level of freedom could result in a lot of different directions to develop a single vision given by the leader. Does the type of organisational sector, private or public, have an impact on the type of leadership theory that can be applied? It could be argued that a leader’s level in an organisation and the type of organisation will have an impact on both their behaviour and their leadership style. Bass(1985) argues that organic, less constrictive, environments such as the private sector would most likely produce transformational leaders. This is in contrast to the transactional leadership found within the public sector which is more constrictive, mechanistic. Public entities such as local councils and the Metropolitan Police Service, MPS, have policy and procedures as well as organisational traditions and values. The MPS changes its values and goals each time the Commissioner changes. Similarly local councils will change their targets and goals according to the political party running them locally and nationally. Changes in these organisations are often due to high level decisions being made and the results to be followed and achieved by the lower ranks. In contrast private companies such as Semco, manufacturing, have more flexible arrangements. Employees were given the freedom to arrange their working hours with their co-workers and have taken responsibility over everything from the canteen food menus to the location of new plants and new product designs. This highlights some advantages of this type of leadership. It creates learning opportunities and looks forward into the future. This is in contrast to the dealing of present issues that transactional leadership addresses by setting short term goals. Also unlike transactional leadership it motivates workers to work beyond self- interests. As women gain positions of influence and power in business due to varying factors, ranging from gender and equality legislations to shifts in attitudes, the possible relationship between gender and leadership comes up. Does gender have an impact on leadership? I would expect there to be an impact due the socialisation, cultural beliefs and expectations of the society we live in. Peters and Waterman(1982) reported that ‘irrational intuitive qualities which they describe as feminine are required for management success. The British Institute of Management (1994) argue that the female ways of managing will be more appropriate in the millennium†. They go on further to say that â€Å"organisational structures will be less hierarchical, will rely more on teamwork and consensus management, and ‘feminine’ skills of communication and collaborative work will come to the fore†. I understand this to be transformational leadership. However there is belief that the gender of a leader does not really affect their leadership style. .. The association of women with nurturance, warmth and intuition lies at the heart of traditional and oppressive conceptions of womanhood values ascribed to women in a world where men are more powerful than woman† (Wajcman 1998). In conclusion Transactional and transformational leadership theories are differ ent in their approaches. While they can be stereotyped as belonging to a specific gender the leader requires a balance of both as suggested by Bass(1985). This essay has been limited by a number of things. The word limit has not allowed me to look at all aspects of transactional and transformational leadership. I have not fully looked at or develop the Multifactor Leadership Questionnaire (MLQ) that Bass(1985) developed to assess the different leadership styles and the research that has been carried out on this. My research in the subject indicated that both leadership types are relatively new concepts with information available being limited to mainly certain types of industry such as the military for transactional leadership. In regard to research carried out on links between gender and leadership it needs to be noted that western cultural beliefs and perception of women have an impact on the results. The fact that women bear children stereotypes them as maternal, caring and transformation in the leadership. From personal experience of working in retail and in the civil service both with women managers I can say this is not always the case. In both cases they used both styles of leadership depending on situation. The same applies to male managers I have worked with in both sectors who would normally be transactional leaders until they need to negotiate solutions at which point they become transformational. The drawbacks of one style are the strengths of the other. I think the two complement each other and should be as such. References Adair , J. (1997), Leadership Skills, Chattered Institute of Personnel and Development, London. Anita (2008) Bass B. M. (1985), Leadership and performance beyond expectations. New York: The Free Press. Belbin, R M (1981), Management Teams: Why they succeed or fail, Butterworth/Heinemen, Oxford. Boddy, D (2008), Management: An Introduction,4th Ed,Financial Times/Prentice Hall, Harlow. Colonel Homrig, M A (2001), Retrieved from Kotter, J P (1990), A force for Change: How leadership differs from management, Free Press, New York. McCrimmon, M (2008), Transformational Leadership; Benefits and Limitations of Transformational Leadership from

Cost-Push Inflation vs. Demand-Pull Inflation

Cost-Push Inflation vs. Demand-Pull Inflation The general increase in the price for goods in an economy is called inflation, and it is most commonly measured by the consumer price index (CPI) and the producer price index (PPI). When measuring inflation, it is not simply the increase in price, but the percentage increase or the rate at which the price of goods is increasing. Inflation is an important concept both in the study of economics and in real life applications because it affects peoples purchasing power. Despite its simple definition, inflation can be an incredibly complex topic. In fact, there are several types of inflation, which are characterized by the cause that is driving the increase in prices. Here we will examine two types of inflation: cost-push inflation and demand-pull inflation. Causes of Inflation The terms cost-push inflation and demand-pull inflation are associated with Keynesian Economics. Without going into a primer on Keynesian Economics (a good one can be found at Econlib), we can still understand the difference between two terms. The difference between inflation and a change in the price of a particular good or service is that inflation reflects a general and overall increase in price across the whole economy.   Weve seen that inflation is caused by some combination of four factors. Those four factors are: Supply of money goes up  Supply of goods and services goes downDemand for money goes downDemand for goods and services goes up Each of these four factors is linked to the core principles of supply and demand, and each can lead to an increase in price or inflation. To better understand the difference between cost-push inflation and demand-pull inflation, lets look at their definitions within the context of these four factors. Definition of Cost-Push Inflation The text Economics  (2nd Edition) written by American economists Parkin and Bade gives the following explanation for cost-push inflation: Inflation can result from a decrease in aggregate supply. The two main sources of a decrease in aggregate supply are: An increase in wage ratesAn increase in the prices of raw materials These sources of a decrease in aggregate supply operate by increasing costs, and the resulting inflation is called cost-push inflation Other things remaining the same, the higher the cost of production, the smaller is the amount produced. At a given price level, rising wage rates or rising prices of raw materials such as oil lead firms to decrease the quantity of labor employed and to cut production. (pg. 865) To understand this definition, we must understand the aggregate supply.  Aggregate supply is defined as the total volume of the goods and services produced in a country or the supply of goods. To put it simply, when the supply of goods decreases as a result of an increase in the cost of production of those goods, we get cost-push inflation. As such, cost-push inflation can be thought of like this: prices for consumers are pushed up by increases in cost  to produce. Essentially, the increased production costs are passed along to the consumers. Causes of Increased Cost of Production Increases in cost could relate to labor, land, or any of the factors of production.  It is important to note, however, that the supply of goods can be influenced by factors other than an increase in the price of inputs. For instance, a natural disaster can also impact the supply of goods, but in this instance, the inflation caused by the decrease in the supply of goods would not be considered cost-push inflation. Of course, when considering cost-push inflation the logical next question would be What caused the price of inputs to rise? Any combination of the four factors could cause an increase in production costs, but the two most likely are factor 2 (raw materials have become more scarce) or factor 4 (demand for raw materials and labor have risen). Definition of Demand-Pull Inflation Moving on to demand-pull inflation, we will first look at the definition as given by Parkin and Bade in their text Economics: The inflation resulting from an increase in aggregate demand is called demand-pull inflation. Such inflation may arise from any individual factor that increases aggregate demand, but the main ones that generate ongoing increases in aggregate demand are: Increases in the money supplyIncreases in government purchasesIncreases in the price level in the rest of the world (pg. 862) Inflation caused by an increase in aggregate demand  is inflation caused by an increase in the demand for goods. That is to say that when consumers (including individuals, businesses, and governments) all desire to purchase more goods than the economy can currently produce, those consumers will compete to purchase from that limited supply which will drive prices up. Consider this demand for goods a game of tug of war between consumers: as demand increases, prices are pulled up. Causes of Increased Aggregate Demand Parkin and Bade listed the three primary factors behind increases in aggregate demand, but these same factors also have a tendency to increase inflation in and of themselves. For instance, an increase in the money supply is factor 1 inflation. Increases in government purchases or the increased demand for goods by the government is behind factor 4 inflation. And lastly, increases in the price level in the rest of the world, too, causes inflation.  Consider this example: suppose you are living in the United States. If the price of gum rises in Canada, we should expect to see fewer Americans buying gum from Canadians and more Canadians purchasing the cheaper gum from American sources. From the American perspective, the demand for gum has risen causing a price rise in gum; a factor 4 inflation. Inflation in Summary As one can see, inflation more complex than the occurrence of rising prices in an economy, but can further be defined by the factors driving the increase. Cost-push inflation and demand-pull inflation can both be explained using our four inflation factors. Cost-push inflation is inflation caused by rising prices of inputs that cause factor 2 (decreased supply of goods) inflation. Demand-pull inflation is factor 4 inflation (increased demand for goods) which can have many causes.

French and American Revolution Essay Example | Topics and Well Written Essays - 750 words

French and American Revolution - Essay Example This taxation infuriated them as these taxes were never approved by the parliament of the respective colonies. The colonies stated that they are prepared to pay taxes, but not those which are not based on the principle of ignorance and are not equitable. Similarly, in the France, the monarchy imposed heavy taxes on the ordinary people of France to pay-off their trading debts. One important thing in this was that nobles and rich of France were not obliged to pay these taxes. This angered the ordinary population of France which was toiled and poked hard by the monarchy, they were subject to. Although, the cause of American Revolution is simple and very easily understandable, that is it was triggered due to Britain's greed, whereas the reason behind French revolution is very deeply rooted. Their King had divided the people into two social classes and from there he gave luxuries to the rich class at the expense of poor class. This left the poor class on the verge of Famine and this movement started which was aimed to depose the king. On the other hand, American Revolution also started to get rid of Britain from their homeland and to gain independence. From the above disFrom the above discussion, we can clearly identify that both of these movements were started by the oppressed and abused classes of the respective countries and were able to get rid of the authority which was oppressing them, but the end results were quite different for both of these nations. Americans on one hand were able to get rid of the British and gained independence and constituted their law, but French, on the other hand, were left only to see Napoleon Bonaparte's rise to the position of power. (Mark Steel, 2003) One reason for the difference in the outcomes of the two movements was the lack of organization and planning in French movement as compared to American Revolution. In the American movement, the Congress decided when to start the movement. They had a meeting and decided that they are ready to take over the government from the British, before rebelling against the foreign forces of oppression. The movement was entirely planned and once the Britishers left, Congress took over the government and gave American a gift of constitution for their long struggle against oppression. On the other hand, French were fighting against the upper social class. In the other words, they were not fighting for the self-rule, like the Americans, but they were rebelling against a tyranny that supported rich and nobles at the cost of ordinary people of France. Similarly, French did not have any authority to take over the government once the monarchy is deposed, whereas American had Congress to take over the g overnment after Britishers left. This gave the opportunity to Napoleon Bonaparte to seize the position of power and ultimately he ascended on the throne and once again, the French find themselves in the midst of monarchy. The reason behind this was that Americans were fighting against foreign forces which meant that if they win, the Britishers could be forced out, whereas it was different in the France's case, they were fighting among

Art 21 Essay Example | Topics and Well Written Essays - 1500 words

Art 21 - Essay Example Cai Guo-Qiang is an artist from Fujian Province of China. Guo-Qiang currently lives and does his artistic masterpieces in New York, United States. Guo-Qiang uses several media to show his inner feelings. His art works are infused with political themes. Uniquely, Guo-Qiang uses gunpower as an art form ingredient. He is successful in this unique art genre. Guo-Qiang learned gunpowder art while staying in Japan. As expected, Guo-Qiang’ art is characterized by explosions (PBS, 2014) The left image shows the artist using animals as models of his art work. The image will surely attract children. Children prefer images that resemble life. The left image will remind the children that our world includes the survival of animals. It is a good art image because the children can easily understand the image. The right image shows the author’s use explosions (fireworks) to attract the attention of the audience. The audience who will actually see the live explosions will either be entertained or may fear for their life. The audience will discern whether the fireworks explosion will cause danger to the lives of the audience. When the audience senses fire explosion debris going towards the audience, the audience will run to safety. Jeff Koons is from Pennsylvania. He school included studying in the popular Art Institute of Chicago. The artist uses images from different cultures as inspiration for his masterpieces. The artist injects both taste and pleasure themes into his art pieces. Koons uses the benefits of computer technology to create his currently popular art form. Koons uses the computer technology’s accurate detail advantages to reduce the time needed to complete his artwork tasks. Further, Jeff Koons’ masterpieces had been displayed in several art galleries. One of the galleries is Metropolitan Museum of Art, New York. Koons displayed his art works in the Museum of Contemporary Art in Chicago. Jeff Koons accomplished the above two art pieces. The left

Fitness Business Analysis

Fitness Business Analysis INTRODUCTION The aim of the report is to analyse the position of Fitness Express, a business consisting fourteen fitness clubs and recommend Steve Taylor and Dave Courteen on how they can improve the business over the next five years. To achieve this, an analysis of both the external and internal environment of the business will be considered. A study of the external environment will be done with the help of the Porters five forces analysis followed by a life cycle study leading to a PESTEL analysis. This will be followed by a SWOT analysis to study the internal environment of the business. Thus by analyzing the external influences and the strengths and weaknesses of the business, a conclusion will be drawn on the development options of the business. NATURE OF THE BUSINESS Position to date: Fitness Express was founded by Dave Courteen and Steve Taylor in 1987. The business constituted 14 fitness clubs as of January 2000. By then over 190 staff were employed. The partnership of Dave and Steve had matured into a highly professional business in the last 13 years providing first class systems for the customers. Mission: The mission of Fitness Express was to bring excellence, a passion for health fitness, and professionalism to the fitness industry. A fitness club is where the customers come to feel good, have fun and keep fit at the same time. Fitness Express ran on this philosophy. Short Term Objective: The business was projected to turnover in excess of  £2million that year. Long Term Objective: They intended to develop a winning service formula and to create first class systems and routines to bear their offering. Key personnel: The business was run by Dave Courteen and his partner Steve Taylor. They had employed over 190 staff. STRATEGY Fitness Express was born in June 1987. From the beginning it was evident that the skills of the partners complemented each other. Dave was the negotiator and Steve was the man-manager. Dave enjoyed building the business; Steve was good at the operational side. Staff were hired on the basis of their personality rather than on their fitness. Dave and Steve paid great attention to the personal development and training their staff. The policy of Fitness Express was EXCELLENT CUSTOMER SERVICE, which required friendly and approachable staff. Gym users were frequently spoken to. In order to maintain a friendly environment they greeted their customers by their first names. The partners also realized that there was enthusiasm amongst the under-represented part of the population who were over 40s and 50s de-conditioned segment. This saw them place an emphasis on developing the club as a place to come and socialise. Four years into the business, Dave and Steve realized that they should expand their business. As they had no funds to build new health centres in different venues, they began to offer consulting services to independent hoteliers like Best Western Hotels. They also had an opportunity to work with Thomas Cook on their  £4milloin staff leisure facility which secured them the contract to run Legal and Generals facility in Tadworth, Surrey. DEVELOPMENT OPTIONS 1. Deal with Swallow: The Swallow Hotel Group approached Fitness Express to merge in a joint venture. In that case 50% of the shares would be acquired by Swallow. All the leisure centres would be run by Fitness Express. The hotel will continue to employ their own staff. They will be supported by a Fitness Express Team. 2. To expand through acquisition: Following 12 successful years, Fitness Express was cash rich with over  £300,000 sitting in the bank to use in acquisitions. So another option was to expand through acquisition. There was existing a similar contract management company as Fitness Express but far less profitable per club. Integrating them into Fitness Express and expand their business seemed to an alternative. 3. Organic growth: Organic growth can also be considered as an option. Fitness Express was running a tight ship and there was limited room to increase the earnings potential within the existing clubs. They already ran added-value revenue generating services, such as a holiday club, but perhaps more could be done with the existing hotels such as running weekend fitness breaks. IDENTIFYING SOURCES OF COMPETITION 1. THREAT OF NEW ENTRANTS Threat of new entrant might not be a matter of huge concern as there are high barriers to entry in this industry. Highly developed equipments and expert staff requirement make it difficult for fitness centres to enter in the market. 2. BARGAINING POWER OF BUYERS With the membership levels rising steadily and the market getting oversaturated the buyer powers were high. 3. BARGAINING POWERS OF SUPPLIERS It was important to invest with hotels of the right hotels. But the number of quality hotels being less the bargaining powers of suppliers was high. 4. THREAT OF SUBSTITUTES The threat from the substitutes was not very high as there were few companies in the UK of the same stature as of Fitness Express. One of these was a similar contract management company with thirty contracts, but their profit margins were comparatively low compared to Fitness Express. 5. COMPETITIVE ENVIRONMENT With the merger activities going on the competition were on the high. LivingWell, the health clubs operated by Stakis, the hotel and casino group, had overtaken David Llyod Leisure. Cannons and First Leisure also came close to merging their health and fitness business. LIFE CYCLE OF THE BUSINESS Development Stage Users/buyers: Dave and Steve started their business as they took over the total control of the gym of the Barnham Broom hotel in Norwich. The business depended on the membership fees and the customers were those who were the members of the hotel leisure club. Competitors: Competitors were very few. Growth Stage Users/buyers: A monthly guest appearance on local Radio Broadlands fitness phone-in programme for 30 minutes seemed to be effective. Answering listeners, questions on fitness, e.g. how to work off excess fat gained over Christmas, gave FE wide coverage in the local area. Competitors: At this stage they were entry of the competitors. There was a high competition to niche the market position. Shakeout Stage Users/buyers: A swimming pool was added to the hotel site. The facilities attracted more people. Thus there was increase in the number of customers. Fitness Express effected a change in the payment structure. Competitors: Very high competition led to develop the business in other venues. Maturity Stage Users/buyers: They began to offer consulting services to independent hoteliers like Best Western Hotels. They also had an opportunity to work with Thomas Cook on their  £4milloin staff -leisure facility. Thus their business continued to develop at other venues. Competitors: Three new contracts were established in 1993. One of them was located only five miles away from their base at Barnham Broom. So the competition was high and there was a threat of losing customers. Decline Stage Users/buyers: With the days going through the contract expiry dates were around the corner. Thus it was evident that there could be a decline soon. Competitors: The issue of the contract was solved by ensuring that one would serve the family and children while the other would serve only the older group people. Thus the competition was reduced ENVIRONMENTAL FACTORS AFFECTING THE COMPANYS MARKET POSITION 1. POLITICAL: Political issues include government policies or legislation. For a fitness organization, there is very little to be concerned about trade restrictions and tax. 2. ECONOMIC: Economic issues are a key factor for a fitness company. Fitness companies are leisure service providers. There might be a decrease in number of customers when there is an economic decline. People will not spend money on leisure activities when they have less disposable income. 3. SOCIOCULTURAL: Population demographics are an important factor which influences a fitness company. This includes age, sex and income of people. There is high demand from both young and old people for fitness and physical development. Fitness is also independent of sex. As discussed in the economic issues, fitness companies provide leisure facilities the economic condition of people is a matter of concern. Fitness Express was based on urban centre in East Anglia. This was strength of the business. 4. TECHNOLOGICAL: While technological issues might favour the company in terms of providing high barriers to entry for new entrants, it might be a matter of concern for the high demand and expectation from customers. Highly developed equipments and expert staff requirement make it difficult for fitness centres to enter in the market. At the same time in order to compete with the existing competitors, a fitness company should be aware of the technological developments and provide the latest equipments to its customers. 5. ENVIRONMENTAL: Environmental factors could come in way of a fitness company. Energy consumption is high as the equipments run on electricity. Hence the environmental protection laws can come in the way. 6. LEGAL: Being a fitness company, legal issues come into play in health and safety matters. Rules and regulations should be strict regarding quality of equipments used. All the staff should be well qualified and trained. This in turn will have an impact on the staff costs. SWOT ANALYSIS Strength Weakness Experience of Dave and Steve Both Dave and Steve were highly respected within their industry Excellent Customer Service provided by Fitness Express Staff recruitment policy Wide coverage in the local area through media Small business of 14 clubs Despite the number of staff they employed, Dave and Steve were still very hands-on Increase in staff cost High buyer power High supplier power Opportunities Threat Growing the business in other venues Deal with Swallow Including acquisition Organic growth Expiry of contracts with customers Customer loyalty and insufficient facilities Competition Loss of niche market power STRENGTH Steve worked with a large sports retailing outlet in York as a student, where he gained valuable experience in managing the operations of a large facility. Dave did his summer job in Lowesoft. He was involved in designing a mobile gym and providing fitness assessment for holidaymakers during his summer job. These experiences paid off when they started their own business. Steve involved himself in the operational side of the business. Dave looked upon developing the business. Their strength was the respect they enjoyed within the industry. Dave was also appointed as Chairman of the Fitness Industry Association (FIA). The goodwill in the market certainly attracts customers towards a business. The policy of Fitness Express was EXCELLENT CUSTOMER SERVICE, which requires friendly and approachable staff. Gym users were frequently spoken to. In order to maintain a friendly environment they greeted their customers by their first names. The quality of the staff, and their ability to communicate with the guests would be the most important factor whether or not a guest would return the following year. Staffs were more likely hired on the basis of their personality than on their fitness, and any future business run by Steve would pay great attention to the personal development and training their staff. Word of mouth and the local PR that they encouraged generated membership for their club. A monthly guest appearance on local Radio Broadlands fitness phone-in programme for 30 minutes seemed to be effective. Answering listeners, questions on fitness, e.g. how to work off excess fat gained over Christmas, gave FE wide coverage in the local area. WEAKNESS Building the small empire of 14 clubs had taken Dave and Steve over 12 years. Their competitors had a more widespread business. Despite having employed over 190 staffs, Dave and Steve were both still very hands-on. Managing at both the tactical and the strategic level was physically exhausting and they knew that it was unsustainable in the long run. Since the industry demands well qualified and trained staff. This will have an impact on the staff costs. With the membership levels rising steadily and the market getting oversaturated the buyer powers were high. As the number of quality hotels to deal with was few, the bargaining powers of suppliers were high. OPPURTINITIES Four years into the business, Dave and Steve realized that they should expand their business. As they had no funds to build new health centres in different venues, they began to offer consulting services to independent hoteliers like Best Western Hotels. They also had an opportunity to work with Thomas Cook on their  £4milloin staff leisure facility which secured them the contract to run Legal and Generals facility in Tadworth, Surrey. A deal with Swallow, a major UK hotel chain meant that 50% of the shares of FE would be purchased by them. All the chains leisure facilities would be managed by Fitness Express on a joint venture basis, with the hotels continuing to employ their own staff, but supported by a dedicated Fitness Express team. This came as a big opportunity and everyone was exited. Following 12 successful years, Fitness Express was cash rich with over  £300,000 sitting in the bank to use in acquisitions. There was existing a similar contract management company as Fitness Express but far less profitable per club. Integrating them into Fitness Express, with all the personnel and cultural issues that would emerge, would be even more difficult, especially given the geographic spread of the contracts they would be buying. Organic growth can also be considered as an option. Fitness Express was running a tight ship and there was limited room to increase the earnings potential within the existing clubs. They already ran added-value revenue generating services, such as a holiday club, but perhaps more could be done with the existing hotels such as running weekend fitness breaks. THREAT One of their customers was the Hotel Norwich who served notice to leave, with their contract of two years expiring over the following three months. Applying this to their other contracts, Dave and Steve realized that within two years the basis of their entire business could collapse. So they went back to all their sites and renegotiated their contracts. Most customers eventually agreed to a three-year contract with a six-month notice either way. This was a mere temporary solution. But it was to be kept on mind that expiry of contracts is a continuous threat for Fitness Express. A disaster hotel was taken on. The management of the hotel was not committed to the customer service and facilities were not up to the mark to generate sufficient turnover (e.g. there was no car park), so quickly the two partners realized that this could never be made to work satisfactorily. Luckily the contract being an incorrectly-worded one, they found a way to get out of the agreement after one year. Though they incurred a loss of  £30k but overall disaster was avoided. So it was important to grow with the right hotels. But were there sufficient hotels of the right quality out there? With the merger activities going on the competition were on the high. LivingWell, the health clubs operated by Stakis, the hotel and casino group, had overtaken David Llyod Leisure. Cannons and First Leisure also came close to merging their health and fitness business. Three new contracts were established in 1993. One of them was located only five miles away from their base at Barnham Broom. This came as a potential threat. The high competition in the market can also affect loss of the market power that the company secured over the past years. RECOMMENDATIONS AND CONCLUSION As the options of further growth of the Fitness Express seemed to be three-fold, with the analysis of the macro and the microenvironments it can be concluded that expanding Fitness Express through acquisition would be a good option. Though the deal with Swallow is attractive financially, but to sell the company and let the business become another highly professional fitness chain does not seem to be the best measure. Again they were running in a tight ship and there was limited room to increase the earnings potential within the existing clubs. The only way to grow significantly was to increase the number of clubs. Dave and Steve were highly respected in the industry. They were very experienced. Fitness express provided excellent customer service. With these strengths, the company should focus on acquiring another management company and work on the improvements of the existing infrastructure to make it pay.

Coffee Ulbs Essay

Coffee is a brewed beverage with a distinct aroma and flavor from the roasted seeds of the coffea plant. Coffee comes in many types of colour such as dark brown,white,beige,black,light brown,and more. Coffee was first discovered in the northeast region of Ethopia. Cofee cultivation first took place in southern Arabia,appears in the middle of the 15th century in the Sufi shrines of Yemen. According to the ancient chronicle,Omar who was known for his ability to cure sick through prayer was once exiled from Mocha,Yemen to a desert cave near Ousab. Starving,Omar chewed berries from nearby shrubbery but found them to the bitter. He tried roasting the seeds to improve the flavor,but they become hard. He then tried boiling them to soften the seeds,which resulted in a fragrant brown liquid. Upon drinking the liquid,Omar was revitalized and sustained for days. As stories of this ‘miracle drug’ reached Mocha,Omar was asked to return and was made a saint. In production of coffee,it consist of many steps such as processing,roasting,grading the roasting seeds,decaffeination,stored,brewing and finally be served. When processing the coffee,the berries of coffee have been traditionally and selectively picked by hand,only the berries at the peak of ripeness would be selected. After that,green coffee is process by one of two methods. Whether by dry process method or wet process method. Then,it will be sorted by ripeness and colour. After that,the seeds are fermented to remove the slimy layer of mucilage still present on the seeds. When the fermentation is finished,the seeds are washed to remove the fermentation residue. Then,the seeds are dried. Finally,the coffee is sorted again and been labeled. The roasting process influences the taste of the beverage by changing the coffee seed both physically and chemically. During roasting,caramelization occurs as intense heat that breaks down starches,changing them to simple sugars that begin to brown,which alters the colour of seeds. Then the seeds will be grading depends on the colour of roasting seeds. It will be labeled as light,medium light,medium,medium dark,dark or very dark. The degree of roast has an effect upon coffee flavor and body. Many methods can remove the caffeine from coffee,but all involve either soaking the green seeds in hot water or steaming them and using a solvent to dissolve caffeine that containing oils. Once roasted,coffee seeds must be stored properly to preserve the fresh taste of the seeds. Coffee seeds must be ground and brewed to create a beverage. Almost all methods of preparing coffee require the seeds to be ground and mixed with hot water long enough to extract the flavor,but without overextraction that draws out bitter compounds. The roasted coffee may be ground at a roaster,in a grocery store or in the home. Then,the coffee may be brewed by several methods such as boiled,steeped,or pressurized. Once brewed,coffee may be served in a variety of ways. As an example,the white coffee was made into dairy product such as milk or cream or dairy substitute or as a black coffee with no such addition. It may be sweetened with sugar or artificial sweetener.

Social work and Drug Use

Drug misuse in Britain is a substantial and growing problem, with a significant and profound impact on the health and social functioning of many individuals. Parker et al (1995) highlight that: â€Å"Young people are increasingly using a wide range of drugs and alcohol at a younger age and the age of initiation into drug use appears to have lowered. † This assignment aims to discuss what drugs are and the individual effects and social implication of drug use. It will compare and contrast the different terms associated with drug misuse, for example recreational drug use and drug dependency. It will examine the consequences, advantages and disadvantages of decriminalisation and legalisation of drugs as well as the advantages and disadvantages of prescribing using heroin as an example. It will also look at theories surrounding substance misuse and will consider how social workers have been granted more flexibility in their intervention with substance misusers since shifting from the view that drug and alcohol misuse is a disease. In addition to this it will highlight existing debates concerning the recent and current drug policy in the UK. Service users who experience drug problems are often subject to stigmatisation, discrimination and marginalisation not only as a result of their substance use but also as a result of age, gender and poverty. However, Harbin and Murphy (2000, P. 23) highlight that: â€Å"Drug addiction can effect anyone without regard to race, class, gender or age. † This assignment will also look at what services and interventions, such as harm reduction strategies, are available to drug misusers and the accessibility of these services. The World Health Organisation (1981, P. 227) define a drug as: Any chemical entity or mixture of entities, other than those required for the maintenance of normal health (like food), the administration of which alters biological function and possibly structure. † Therefore this means that when legal drugs, such as headache tablets, or illegal drugs, such as cannabis, enter the bloodstream they can affect how a person feels. Drugs can be grouped into three main types: stimulants such as cocaine, depressants for example heroin, and hallucinogens such as magic mushrooms. (http://www. knowthescore. info, 2005). In addition to the different groupings the law divides drugs into three classes: A, B and C. Classification is based on the harm that specific drugs may cause to individuals, families and communities. (NHS Health Scotland, 2004, P. 10). Class A drugs include heroin, ecstasy and crack. In order for drugs to work, they must first enter the body. The main ways that a drug can be administered include: orally, smoking, snorting and injecting. How a person will react after taking drugs will depend on a number of factors such as the type of drug, how it is taken, what it is mixed with, the social context and whether the person is on other drugs at that time. Factors which may influence drug taking can be split into two broad categories: individual influences for example personality or genetics and environmental influences such as society, peer pressure or family. (Swadi, 1992, P. 156). All drugs affect the brain's limbic system irrespective of there legality. Different drugs act on different areas of the brain and alter the chemical balance and these changes are responsible for the feelings and sensations sometimes associated with drug use. (NHS Health Scotland, 2004, P. 7). Scientists call this the â€Å"reward† system. Usually, the limbic system responds to pleasurable experiences by releasing the neurotransmitter dopamine, which creates feelings of pleasure. This could explain why people go on to misuse drugs. However, some people can occasionally use drugs without developing a tolerance or withdrawal symptoms whereas other people abuse drugs by repeatedly using them to produce pleasure, alleviate stress, or avoid reality. This can lead to other drug related problems such as drug dependency. There are two types of dependency, psychological and physical. â€Å"Physical dependency occurs when the body is deprived of drugs†¦Ã¢â‚¬ ¦. this deprivation leads to physical symptoms that vary with the drug. † Whereas â€Å"psychological dependency †¦Ã¢â‚¬ ¦ is based more on the individual's traits (habits, lifestyle) than on the substance itself. It is the memory of the pleasure associated with the object of the dependency that the individual thinks about often and longingly. † (http://thebrain. mcgill. ca/flash. par. tml, 2002) This highlights that different drugs have different effects and will require different interventions depending on the substance being misused. Drug dependency is characterised by craving a drug so much that it has control over the person's life. For example if someone is dependent on heroin and goes without it for any length of time, they will suffer extremely unpleasant withdrawal symptoms for several days. Taking heroin will make the drug user feel ‘normal' again (Drugs Know your Stuff, 2005). In this respect the drugs are having a ‘medicinal' effect on the individual because the drug relieves the person from their withdrawal symptoms. Drug use in today's society is a problem not only for the individual but for their families and communities. Drugs: protecting families and communities (2008) supports this by saying: â€Å"The most damaging effects for communities are those caused by drug dealing, drug related crime and anti-social behaviour, which can undermine stable families and cohesive communities. † In the UK drug the social effects of addiction are most commonly associated with criminality. Drugs know your stuff (2005, P. 21) identifies that: â€Å"Every year about 40,000 people in the UK are arrested for drug offences. † An example of a drug related offence could be shoplifting. This might enable the drug user to raise money to finance their drug use. It may also be associated with the stereotypical image of young people wearing hooded tops sniffing glue or `shooting up' in shabby flats who are labelled `junkies'. However, drug use does not always fit into this image as it is not age, gender or class specific. For example, white middle class people who use cocaine as a recreational drug do not need to get involved in crime to support their drug use. Therefore drug use is not always linked to crime. This is in contrast to the view of the Governments 1998 drug strategy which had the main objective the plan to tackle drug abuse, first and foremost, as an approach of reducing crime. It focused primarily on criminality and supported drug users who had committed crimes. In addition to this, new measures were introduced under the Drugs Act (2005) where the focus is also primarily on criminality. The new Act has implemented new police powers to test for class A drugs such as heroin. These measures include â€Å"testing on arrest† which means people who are arrested for trigger offences are tested for drugs on arrest rather than when charged. The aim of this is to steer more offenders into treatment and away from crime. This will ensure that those who misuse drugs are not charged but helped to engage in treatment. However, King (2007) does not agree and believes that these measures should be discarded as they are ineffective and inefficient. As an alternative King recommends that greater use should be made of specialised drug courts. According to the recent Government drug strategy (1998) there was a particular focus on problematic drug users and links to crime because statistics showed they were responsible for 99% of the costs to society (estimated between i10 and i16 billion) 88% of which is drug related crime. (The Drugs Act, 2005) Therefore, often as an alternative to imprisonment a drug misusing offender within the criminal justice system will automatically be given priority to access treatment. Drug Treatment and Testing Orders made under Section 1A (6) of the 1991 Criminal Justice Act required offenders to attend drug treatment as a condition of a probation order. † (Hough et al, 2003, P. 6). This may cause problems because when faced with a prison sentence or a treatment programme the majority of people would most likely choose the latter even when they do not want help for their drug problems. Ironically, someone who is serious about getting help for their drug problems and has not broken the law will usually be placed on a long waiting list for treatment. Although, Tackling Drugs Changing Lives (2005) state that the average national waiting times for treatment have fallen almost three quarters since 2001; (from 9. 1 weeks in December 2001, to 2. 3 weeks in June 2007). However, this still could possibly result in non offenders slipping through the net especially since the most common referral route into treatment is self referral (NTA, 2006, P. 7). Thus possibly resulting in them not getting the treatment or support they require at that time. Therefore whilst they remain on the waiting list for treatment social workers have a responsibility to give advice on minimising harm associated with drug misuse. Government policy has prioritised criminal costs of drug use King (2007) states that the wider issues that surround drug misuse such as the effects on communities, families and health are not taken into account. Therefore advocates a harm reduction policy by saying: â€Å"Given that drugs may, and often do, cause significant harm to individuals, their family, their friends and their communities, the main aim of the law should be to reduce the amount of harm that they cause. In response to the 1998 drug strategy The Royal Society for the encouragement of Arts, Manufactures and Commerce (RSA), (2007) comment, through its Commission, that drugs are a matter of health and not just crime. The Commission argues that addiction to drugs and other substances should be treated as a chronic health condition and a social problem, not just a crime or cause of crime. In addition to this they also recommended that the primary aim of the new drugs policy should be to reduce harm. The review of the National Drug Strategy in 2008 argued that the previous drugs policy did little to help the problematic drug users and to mitigate the impact on drugs in society. Professor Anthony Kings the Chairman of the RSA Commission explains that in their view drugs in society are not just about crime. They criticised the previous strategy by saying there was too much emphasis on crime and that there needed to be a shift from crime reduction and the criminal justice system onto an understanding of the more varied and complex social problems. For example the social consequences of drug use can include social exclusion. People may lose their friends and family because of the stigma that surrounds drug misuse resulting in isolation. In addition to this drug use can have an impact on living standards and may result in homelessness for example if their drug use is given priority over their household outgoings such as rent. Therefore King (2007) suggests that there should be wraparound services which include individual social needs such as employment and housing as these problems often come hand in hand with chaotic drug use. The work of Professor A King has informed the new Government drug strategy and prior to the 2008 drug strategy being unveiled it was suggested by Prime Minister Gordon Brown that the new strategy would adopt a more holistic approach when working with drug users and there would be more support for people undergoing treatment. However, when the Government's new 2008 10-year drug strategy was revealed there were proposals to shake-up the welfare system, effectively punishing drug abusers who fail to get â€Å"clean†. The Press Association (2008) highlighted that benefit payments to drug users may be reduced if they drop out of treatment. This could possibly result in people not accessing treatment for the fear of dropping out and having their income reduced. Therefore the new strategy gives no consideration to relapse. Drug relapse is a process that begins when an individual slips back into old behaviour patterns and as identified by Regan (2003) as being the most damaging characteristic of drug taking. Relapse may occur because drug users are often stereotyped and may find it hard to reintegrate back into society. Therefore this proposal may not be very effective. In addition to this if a drug misusing parent's benefits are cut and they are faced with buying food, for their children, or drugs that they are dependent on they may not necessarily be capable of making a rational decision. Cleaver et al (1999, P. 245) lends support to this by stating: â€Å"Family income may be used to satisfy parental needs. Purchasing food and clothing or paying essential household bills may be sacrificed. † However it is recognised that parental drug use may not always affect the parent's capacity to look after their children well. The British Medical Association (1997, P. 8) highlights that: â€Å"Drug use itself by parents need not constitute a risk but neglect or abuse may be associated with problem drug use and should be addressed appropriately. † However, long term drug misuse could impact on the families' living standards and possibly result in a requirement for Social Services to intervene under section 17 of The Children Act 1989. In addition to this people may resort to crime so they can afford the drugs they are dependent on. Critics of the new drug strategy say there should be more focus on treatment and less on punishment (http://drugshealthalliance. et, 2008). Therefore better strategies need to be introduced to encourage drug users into treatment. An improvement to enable this could be not giving General Practitioners the choice to avoid providing drug treatment. This would allow people to be seen straight away by their General Practitioner and not placed on long waiting lists with other agencies. All drugs, hard or soft, illegal or legal can cause social problems to some degree. Although, it is suggested that many drugs are thought to cause problems merely because they are illegal. However, The British Medical Association (1997, P. 385) highlights that: â€Å"Both the Green and White Papers, Tackling Drugs Together, rejected any arguments for legalisation or decriminalisation on the grounds that wider use and addiction are very serious risks which no responsible Government should take on behalf of its citizens. † In contrast to this view Mullis (2003, P. 3) argues that all drug laws should be abolished. The legalisation of drugs would mean that people could buy drugs but only through legal sources, thus removing a major criminal resource and reducing crime levels. The British Medical Association (1997, P386) also suggests that crime would be significantly reduced if drugs could be purchased legally and money spent on law enforcement could be spent on treatment and education. On the other hand there is evidence that drug users commit crimes for other reasons and not just to finance their habit. Many drug users are involved in crime even when they have access to drugs on prescription such as methadone. (Graham and Bowling, 1995, P. 49). Therefore the social background of the drug user may also contribute to why they commit crimes. However, even if crime was not considerably reduced, people buying drugs through legal sources would know the strength and quality of what they were using thus possibly reducing the risk of overdose. If drugs were legalised there is no evidence to indicate that crime levels would reduce. People would still need money to purchase drugs from legal sources and as highlighted by Robertson (1998, P. 209) it is uncertain that legislation would significantly reduce the cost of drugs. In addition to this alcohol and nicotine are highly addictive drugs that hold legal status. King (2007) suggests that the Misuse of Drugs Act (1971) should be repealed and replaced with a Misuse of Substances Act which includes alcohol and tobacco. As well as being addictive they can also cause major health problems. For example smoking can cause chronic lung disease, coronary heart disease, strokes, and various cancers. â€Å"Some doctors have even reported that nicotine is just as addictive as heroin or cocaine, which indicates quite clearly as to how people become hooked so rapidly and stay hooked for so long. † http://www. helpwithsmoking. com/effects-of-nicotine. php) Heavy drinking is linked to suicide, murder, fatal accidents, and many fatal diseases. It can increase chances of developing cirrhosis of the liver, and it has been associated with many different types of cancers. However, the NHS Direct (2008) underline that drinking a moderate amount of alcohol will not do any physical or psychological harm. In a recent survey Lifeline publications (2007) highlig hted that approximately 114,000 people die every year from smoking tobacco. About 40,000 people die from using alcohol and the least amount of deaths occur as a result of all illegal drugs put together and is about 2,000 people. This clarifies that: â€Å"Although drug misuse poses risks to the user and others, from a health perspective it still remains a small problem in relation to the medical harm caused by alcohol and nicotine. † (The British Medical Association, 1997). Therefore it is evident that the reason why some drugs are illegal is nothing to do with dangerousness. If drug classification is based on the harm that specific drugs may cause to individuals, families and communities. NHS Health Scotland, 2004, P. 10) then unquestionably nicotine and alcohol would both be classified. However, consideration needs to be given when looking at the above figures because more people may use alcohol and/ or tobacco because they are socially acceptable and hold legal status. If all drugs were legal, or the same amount of people who smoked used illicit drugs, then drug related deaths may significantly increase. However King (2007) suggests that the majority of people who use drugs are able to use them without harming themselves or others. Which means, according to King, the use of illegal drugs is not always harmful anymore than alcohol use is always harmful. Although it is paramount that people are still aware of the risks involved when using legal or illegal drugs. For example high impact adverts explaining the effects on all drugs as well as warning messages on alcohol similar to the messages on cigarette packets. Although King suggests that illegal drug use is not always harmful, heroin has been ranked the most dangerous drug by researchers The Lancet (2007). These finding were based on three factors which were: physical harm; potential for dependence and the impact on society such as costs to health care. Heroin dependency is an increasing problem in the UK which causes high social and criminal costs. (Stimson, 2003, P. 1) Therefore, some view prescribing the drug as a way to reduce drug-related crime and others emphasise the advantages of heroin prescribing as a way of reducing health problems, for example blood borne viruses. However prescribing heroin may have risks as well as benefits. Prescribing might attract more people into treatment. More heroin users might get help as they would be identified thus resulting in fewer untreated heroin users in the community. In addition to this prescribing would stop or reduce illicit heroin use. This would undercut the black market in illicit heroin possibly helping to phase out drug dealers. BBC News (2002) also highlights that the idea has gained favour amongst some senior police officers, who believe it could reduce the amount of drug-related crime. However General Practitioners worry that prescribing heroin would maintain the level of dependency reducing any motivation for a person to stop using the drug creating an â€Å"addict for life. Therefore this may not necessarily be the best response to drug misuse. Since we live in a drug taking society it is paramount that there are interventions available to substance misusers to help minimise any potential harm. Under the National Occupational Standards social workers have a duty to manage risk to individuals, families, carers, groups, communities, self and colleagues. Social workers can help to reduce risks by implementing harm reduction strategies. â€Å"Harm reduction policies, programmes, services and actions work to reduce the health, social and economic harms to individuals, communities and society that are associated with the use of drugs. † (UKHRA, 2005) Harm reduction has a very high profile in drug treatment programmes it aims to focus on issues such as needle exchange schemes and the risk of infection. The strategy is led primarily through the NHS and influences the Drug Action Teams (DAT). However, the strategy mainly focuses on minimising harm associated with intravenous heroin use. The NTA (2006, P. 7) highlights that: â€Å"Heroin was identified as the main problem drug for over two thirds (67 per cent) of clients receiving drug treatment. † Nevertheless, the strategy accepts that people are drug dependent and therefore consideration is given on how best to reduce harm this includes access to information and clean injecting equipment. However, information needs to be widely available, written in relevant languages, and produced in an accessible format. Without any focus on harm reduction there are issues with blood borne viruses such as Human Immunodeficiency Virus (HIV) and Hepatitis C that could be overlooked. Hepatitis C is a viral disease that destroys liver cells and can lead to cirrhosis and liver cancer. Balkin (2004) identifies that: â€Å"Most new cases of Hepatitis C occur in people who use contaminated needles or injecting equipment for drug use. † Therefore although there are harm reduction programmes available for dug users they may not be easily accessible. For example, an intravenous heroin user who needed clean needles is not likely to travel a few miles by bus to collect them. This could result in the person using, or sharing, dirty needles which increases the risk of blood borne viruses. With this is mind it may be useful to establish if there are mobile needle exchange services available to especially in rural areas where people are often more isolated and may be less likely to travel long distances for clean needles. The advantages of this service could be that because the service comes to the people who need it, clean injecting paraphernalia is more likely to be used therefore helping to reduce the risks of blood borne viruses. However, there may be some users who might be worried about using, or not want to use, a mobile needle exchange service. This could be because of the stigma attached to drug use and they may be worried about neighbours finding out that they have a drug problem. Another service that may possibly help drug misusers to minimise harm is drug consumption rooms. However this service is currently not available in the United Kingdom. â€Å"Drug consumption rooms are places where dependent drug users are allowed to inject drugs in supervised, hygienic conditions. There are approximately 65 drug consumption rooms in operation in eight countries around the world but there are none in the UK. † (http://www. jrf. org. uk/pressroom/releases, 2006) Drug consumption rooms may help to minimise blood borne viruses and fatal overdoses. They would also help to take drug use off the streets and reduce numbers of discarded needles in public places. â€Å"Drug users who congregate in public areas or open drug scenes are often homeless and marginalised, and lack access to social and health care services. Studies suggest that severe health risks are linked to street-based injecting. † (Klee, 1995; Best et al. , 2000). Additional services within the drug consumption rooms can include needle exchange, safer injecting advice, Hepatitis B vaccines, safer sex information as well as counseling, showering and washing facilities. However, as highlighted by Drugscope (2004), there are some areas of controversy concerning drug consumption rooms. For example could the Government justify providing a service that enables people to engage legitimately in activities that are both harmful and illegal? Since drug users will take drugs regardless of there harmfulness and legality the Government should take into consideration that drug consumption rooms have potential benefits. However, if these rooms were available in the UK they might encourage people to use hard drugs or increase drug related problems in the areas where they were located. In addition to this support from communities and local services such as police would be required if the consumption rooms were to be work in communities. New or amended legislation may also be necessary since under the Misuse of Drugs Act (1971) drug possession for personal use is an offense. However if drug consumption rooms were legal then would drug possession be legal? If this was not the case then there would be a contradiction between the two. Other services available within the United Kingdom for drug misusers include voluntary agencies such as drug support agencies, counselling, rehabilitation and aftercare services. Services available need to be both accessible and available to people who require them. There are many different models that can be used when working with people with addictions. However: â€Å"When working with substance misusers it is helpful to consider two different models, the ‘disease' model and the ‘wheel of change'. † (Goodman, 2007, P. 103). In the 19th century the first disease concept was established. This model considered that alcohol and drugs were evil and people who misused them were labelled victims. Therefore, alcohol and drugs addiction was starting to be seen as a disease that required treatment. In the 20th century the second disease concept evolved and alcohol consumption was once again socially acceptable. Only a small minority of individuals developed a problem with excessive drinking. However, alcohol and drug addiction was still considered as an illness that required treatment and support. Goodman (2007) highlights that the disease model works for some and is supported in self help groups such as Alcoholics Anonymous. He goes on to explain that people accessing the programme are told that they have a disease which prevents them from controlling their drink or drug problem. Consequently they need to avoid former drinking associates or drinking situation. However this model has implications as the nature of the disease has never been identified. It also suggests that a person with drug or alcohol problems has no choice or control over their decision making thus taking away their personal responsibility. Dick (2006) lends support to this by saying: â€Å"Drug misuse is not a disease; it is a decision, like the decision to step out in front of a moving car. You would call that not a disease but an error of judgement. In addition to this by following the disease model there is no consideration given to other factors such as psychological, cultural and family factors which may influence why someone may misuse substances. Therefore it does not adopt a holistic approach when supporting the service user. However according to National Institute on Drug Abuse (2008) drug addiction is a brain disease and highlights that: â€Å"Although initial drug use might be voluntary, drugs of abuse have been shown to alter gene expression and brain circuitry, which in turn affect human behaviour. Once addiction develops, these brain changes interfere with an individual's ability to make voluntary decisions, leading to compulsive drug craving, seeking and use. † However, although this model will work for some people it may restrict social workers with their intervention because the model requires complete abstinence. Therefore there would be no harm reduction strategies needed such as needle exchange. The model also contradicts the General Social Care Council Codes of Practice (2002) as it does not work in an anti-oppressive manner. For example, by following the disease model approach the service user is not treated as an individual with individual needs and choices but as a person with no choice, control or autonomy over their situation because they are labelled as having a disease. In addition to this because the model does not adopt a holistic approach factors such as housing, employment and education are not taken into consideration. Although this model works for some consideration still needs to be given to the wider problems that surround drug misuse. The second model, the ‘wheel of change' was designed by Prochaska and Diclemente (1994). It was produced from work they had done with people wishing to change their smoking behaviour, it soon became evident that their theory was helpful for all addictive behaviours. It is a holistic approach and looks at areas such as housing and financial issues when supporting someone throughout the different stages of their alcohol or drug problems. Since the model is holistic it also allows social workers to work in partnership with other agencies such as housing. As far as social work practice is concerned this model is the value base of the codes of practice as it works within a positive framework promoting anti oppressive practice. In this model there is a cyclical process. It starts with a period of pre-contemplation when the service user does not know or feel that they have a problem. For those who are thinking about change they are at the contemplation stage. This is when the service user acknowledges the risks and problems caused by their behaviour and recognise the benefits of changing their behaviour. This may be when services are accessed, such as drug treatment agencies, for support. Following the period of contemplation service users who feel that change is desirable and possible begin preparing for the change. This stage of the cycle involves setting goals and making plans. Social workers can help service users by using motivational interviewing. This emphasises the empowerment of the service user and seeks to involve them in the work of changing their behaviour. It is non-judgmental, non-confrontational and non-adversarial. The approach attempts to increase the service users awareness of the potential problems caused, consequences experienced, and risks faced as a result of the drug taking behavior. However a great deal of commitment is required from the service user for this model to work. Once the goals have been established the changes need to be implemented. If plans are clear and goals are realistic they are more likely to be long lasting because service users may feel they can reach their aim. Strategies to deal with problematic situations that may arise, such as relapse, are also very important, as are rewards for success and ongoing support. Adapting to this new behaviour is a difficult period where huge support is required, such as positive encouragement, to enable the service user to move into a period of maintaining the change. However service users need to believe in the possibility of change otherwise this model will not work. For example, someone who had committed a crime for a drug related offence and chosen treatment over prison may not identify their drug use as a problem. Therefore this model would not work because they have not even pre contemplated change. The wheel of change model links with the social model and allows social worker more flexibility when working with service users who misuse substances because it is predominately about empowerment and it involves the service user. This approach helps people recognise the risks involved with their behaviour and allows them to do something about it. Conclusion Drug misuse in Britain is a substantial and growing problem. It is not only a problem for the individual but for the Government and society. Problems for the Government could include increased crime resulting in financial costs and overcrowded prisons. Problems for the individual include social exclusion, physical and mental health problems, finance and legal issues and relationship problems. Problems for society include increased crime and increased cost on resources for example treatment and rehabilitation, police and social service involvement. Therefore treating the individual would benefit society and the Government. Policies to help treat individuals should include wraparound services which include issues such as housing, legal and financial issues and should also offer good aftercare treatment. However the new 2008 10-year drug strategy focuses more on punishment than on treatment and does not take relapse into consideration. Therefore new strategies need to be introduced to encourage people into treatment. In addition to access to treatment should be made easier for non offenders because at present problematic drug users who commit offences get preferential treatment over those who also have problematic drug problems but have not committed any offences. Society place different values on drugs and although alcohol and nicotine are highly addictive drugs they hold legal status and are socially acceptable. However, although legalising all drugs may be unrealistic and could possibly encourage drug use it would allow drugs to be bought from legal sources. Therefore crime levels may reduce and people would know exactly what they were buying thus possibly preventing overdose. There is a large emphasis on harm reduction strategies, which mainly focus on heroin misuse, and although interventions such as needle exchange services are available for drug misusers they are not always easily accessible. Introducing drug consumption rooms to the United Kingdom has advantages as well as disadvantages. It is a controversial subject and has many contradictions regarding the law. However provided they were supervised and people used them the advantages outweigh the disadvantages. The disease model allows social workers limited flexibility when working with service users who misuse substances as it does not adopt a holistic approach. It also links with the medical model as the individual is regarded as a victim. It suggests that a person with drug or alcohol problems has no choice or control over their decision making thus taking away their personal responsibility. In addition to this it does not take into account harm reduction as the aim of the disease model is complete abstinence. Whereas the wheel of change model takes into consideration the possibility of relapse when working with drug misusers and respects the autonomy of the service user to make their own decisions. It allows social worker more flexibility because it is predominately about empowerment and it seeks to involve the service user changing their behaviour. It adopts a holistic approach when working with people with addictions of any kind and therefore social workers work in partnership with other agencies or professionals to help support the individual with additional problems that link to their substance misuse. The wheel of change model takes into account both physical and psychological factors again allowing social workers more flexibility with their intervention. Although the disease model can work for some individuals it requires limited intervention from social workers whereas the wheel of change model adopts a holistic approach which gives social workers more flexibility when working with service users who misuse substances.