Cadbury Business Analysis

Cadbury Business Analysis Cadbury, a brand well known and loved by millions around the world, had a very humble beginning. It began with the opening of a grocers shop in Ball Street, Birmingham in the year 1824 by John Cadbury. This grew to become the most recognisable brands in the world. In most parts of the world just the word Cadbury symbolises chocolate. John who as a young Quaker was against alcohol sold tea, coffee, cocoa and drinking chocolate at his shop at the beginning, later he started producing cocoa and chocolate. After few years his brother Benjamin joined and later they got a Warrant as manufacturers of chocolate and cocoa to Queen Victoria. Later when John Cadbury retired his sons Richard and George took over the company. They thought the company could not survive in the dirty conditions of the city and were egger to move it out of Birmingham, they setup a factory 4 miles from the city and had a concept in mind which was factory in garden, to provide hygienic working environment for their emp loyees, the factory had opened in the year 1879. The Cadbury brothers had named it Bournville. There was a rapid increase in the work force of the company by late 1880s and the factory was expanded. The first ever Cadbury chocolate bar was launched in the year 1897 and their famous brand Cadburys Dairy milk began in the year 1905. By the end of the 1930s Cadbury had become the 24th largest manufacturing firm in the Britain. The Cadbury brothers believed that all human beings should live in peace and should be treated properly, which lead to the building of houses, schools and many other things for the community for which the Bournville Village Trust was set up George Cadbury. Then in the year 1969 the Cadbury brand merged with Schweppes to form Cadbury Schweppes, after this merger there was no owner from the Cadbury family till date. In the year 2008 Cadbury and Schweppes were demerged separating its confectionary and drinks business. Recently on February 2, 2010, Cadbury became part of Kraft Foods, the American giant in confectionery, food, and beverage. Source: (http://news.bbc.co.uk/1/hi/england/8467489.stm, http://news.bbc.co.uk/1/hi/england/8411696.stm). 2. Micro Environment:  SWOT Analysis 2.1 SWOT: A SWOT analysis allows managers to focus clearly on the meaningful strengths (S) and weaknesses (W) in the firms internal environment and opportunities (O) and threats coming from outside the firm, the external environment. A SWOT analysis enables a firm to develop strategies that make use of what the firm does best in seizing opportunities for growth while at the same time avoiding external threats that might hurt the firms sales and profits. So below I have done I SWOT analysis of Cadbury (Solomon, Marshall, Stuart, Barnes, Mitchell Marketing Real people, Real decisions, First European Edition Page 66). Strengths Cadbury is worlds top most chocolate provider which has international reputation. Cadbury is well know and easily identifiable brand among. Cadbury is well known force in marketing and distribution strategies that is one of the reasons for it being the world leaders of chocolate industry. Users are assured about the qualities of the brand. The strength of Cadbury lies in Dairy milk. Which is the most sold chocolate in Indi Cadbury has adjusted itself to all the custom around the world according to the market. Cadbury is a leader in innovation and has established brand name, and has strong competence in manufacturing. Cadbury has a advantage as it has understanding of consumer in the segment of chocolate, candy and chewing gum. With 9.9% of global market share Cadbury is the largest confectionery in the world. Weaknesses The competitors of Cadbury e.g. Nestle  have a very diverse product portfolio, where as it only depend on the confectionery and beverage market, where as its competitors can use profits from other areas of the business. Cadbury doesnt have great international experience like its other competitors; it has traditionally been strong in United Kingdom Europe only. New to America, it possibly lacks the understanding of the new emerging markets compared to competitors. Threats Worldwide there has been an increase in demand for cost environment, particularly for energy, packaging, sugar and transport. Global supply chain in low cost locations. There is competitive pressure from other brands in the market, nationally and globally. Over aggressive promotion and price activity by its competitors there is a possible price war in all developed markets. Social concerns, rise in obesity and consumers obsession with calorie count. Nutritional and healthier lifestyles is very much affecting demand for core products of Cadbury. Opportunities The opportunities lie in new markets, i.e. developing countries and emerging markets like China, Russia, India and other Asian countries where populations are growing, the wealth of consumer is increasing and there is a high demand for confectionery products. The market of confectionery highly characterized by a degree of acquisition and merger activity in recent past. There are opportunities to increase the share through specific acquisitions. The main key for survival in the Fast Moving Consumer Goods (FMCG) market is increasing efficiency and cost reduction. Cadburys Fuel in Growth  and cost efficiency of programmes seeks to bring huge cost savings by, Moving production to countries with low costs, where the raw materials required and labour cost is cheaper, reduce internal costs and use supply chain efficiently, global out sourcing and procurement, and wise investment in Research Development. Innovation is the most important and key driver in any kind of market. To respond to variety in consumer preferences and tastes like healthier snacks with low calories needs to be developed. There should be more of sugar-free products in the Cadburys premium indulgence treats like its center filled chewing gum varieties. There is a high demand for low-fat, natural and organic confectionery. 2.2 Porters Five Forces Analysis Supplier Power   The Cadbury Company has got many contracted suppliers that are able to support their on-going production operations. There is an existing competition in the market, for the raw materials such as nuts or special ingredients but still it is sufficient enough to satisfy their production requirements. Cadbury has maintained a very good relationship with their supplier which is considered as a very good an advantage. Barriers to Entry   Cadbury is already very popularly and widely known, it can easily earn the trust of the countries. The only and the main hindrance that might affect the production of the Cadbury is to find a good positioning and gather the necessary requirements for the smooth entry and running of the factory and the foreign policy and laws that might affect the operation. Power of Buyer   The demands for chocolates have gone down because of the existence of health conscious. The price of the product is no longer subjected on the demand of the people but is now subjected to the increasing number of competitors in the market that offers the similar type of products at a much lower cost might be the cause of the customer loyalty alteration. Rivalries   There are many competitors in the business who are planning to take over the supremacy of the company that has been kept for years. The difference in the choice of the customers depends on their taste and preferences. And in the recent past, companies like Nestle in this market are continuously developing their new products or innovating new ideas making it harder to compete. Threats for Substitutes   There is not much of a threat which comes from other competitors, because of the well established brand name in the market created by the company. Through their huge level of equity, the brand name of Cadbury is transformed into three different classes that makes more effectiveness in the market. 3 .Macro Environment: PEST Analysis Political: The Company has a strong advantage as it is very senior in confectionery business. With this advantage the company to manage to adjust in every country around the globe. Another advantage is the seniority of the management which enables the new foreign country to also welcome the companys existence in their market because of its good competence in the market. Economic: Without any doubt Cadbury is making a huge contribution in United Kingdom as well as in the economies of the other foreign countries where it operates. The number of sweet lovers around the world is very high which ranges from all sections of the society, the company has label to its name as the best choice available in the market for sweet loving consumers around the world. The economic downturn is another contradicting factor that is affecting all confectionery companies. Social: People have sweets after every meal so the impact of this business on the society is really great. Therefore, many of the individuals can enjoy the happiness it brings inside the house. And in some other cases many people turn down the idea of eating chocolates because of many health related problems like obesity, stomach infections and dental problems i.e. cavity and gum weaknesses. When it comes to valuing of the people, Cadbury highly recognizes the rights of the workforce and has been valuing the ideas they might like to contribute for their progress. Providing hygienic and excellent work conditions for its work force has been one the top most aims of the company from the beginning of the company, it can be clearly seen in the factory in garden concept of their Birmingham plant which opened in the late 19th century. Technology   Cadbury has always been a company who recognises the traditional crafting of chocolates, but also knows the importance of technology in the line of production and in the industry. From the production line, Cadbury has incorporated into various types of machinery that make their production to be a very cost-efficient procedure. 4. Cadburys Marketing Mix Product: A product is a good, service, an idea or a place- whatever is offered for sale in exchange. The product aspect of marketing also includes the packaging, physical features, design and any other associated services. So we know that a product is a many different elements put together for the success of the product (Solomon, et al Marketing Real people, Real decisions, First European Edition Page 37). In case of Cadbury there are a range of products from chocolate bars, cakes and biscuits, drinks, ice-cream and boxes, bags and tins of chocolates. To be more specific in the chocolate bars they provide from their classics like Dairy Milk, Bournville to the new products like Crunchie, Twirl, Wispa, Twisted, Flake, Boost, Chomp, Double Decker and one of its latest products launched in the year 2010 called the Silk. There product is mainly targeted towards the young population of the market. Source: (http://cadbury.co.uk/ourproducts/today/Pages/jsversion.aspx) Price: Price is amount the consumer must give to receive an offering. Price is used as a way to increase consumers interest in a particular product, for example to put an item on sale (Solomon, et al Marketing Real people, Real decisions, First European Edition Page 37). Cadbury offers a range of chocolate bars and other products from the price range on 55p to  £3. During Christmas it has special range of gift pack items which are available in packs of  £18,  £21.50,  £35 and  £50. Whereas the competitors in market have lower rates but Cadburys customers are assured of its quality. Source: (http://www.sainsburys.co.uk/sol/index.jsp, http://cadbury.co.uk/home/Pages/home.aspx) Promotion: Promotional activities include what the marketers have undertaken to inform consumers of their product and to get new customers to buy these projects. There are many promotional activities which are run by Cadbury like the 2 for 1 offer and during the holidays they special gift packages which can be used for Christmas and New Year. Its been in promotion from the early 1900s when it used to use posters by famous artist. Cadbury Dairy Milk poster campaigns used the iconic glass and half image to stress its high milk content. And in 50s it showed the Bournville Story in cinema halls. And during the TV age there was huge adverts with comic characters Mel Smith and Peter Cook. The Cadbury Gorilla ad premiered, immediately becoming one of the most popular and critically acclaimed TV ads of recent years.Source: (http://cadbury.co.uk/cadburyandchocolate/ourstory/advertising/Pages/advertising.aspx) Place: There is no use having a great product if the target customer cannot easily access it. This is where the place part of the marketing mix is important. Cadbury needs to find the most cost-effective  channel of distribution  to get their main products to their target customers. The nature of the product and its target audience will influence the places at which a company wishes to sell its products. As Cadburys product is low-priced, i.e. a chocolate bar and other chocolates, it uses intensive distribution by getting their product into as many retail shops and outlets as possible Source: (http://www.skillsspace.co.uk/business_studies/14to16/marketing/place.asp). 5. The Segmentation, Targeting and Positioning Strategy Cadbury: a. Segmentation: Cadburys market place is comprised of many different segments of consumers, each with different wants and needs. It can be categorised into four segments i.e. Break Segment: The products which are consumed as snatched break and normally consumed with tea or coffee, for instance Cadburys Time out and snack range. Impulse Segment: Most of these products are just purchased on impulse, for consuming at the time on purchase only; they include Twirl, Star Bar, Crunchie and Dairy Milk. Take Home Segment: These are the products which are purchased in a purchased in a super market and stored at home for later consumption, like Cocoa powder and hot chocolate. Gift Segment: Specially packed boxes of a variety of Cadbury chocolates, for the purpose of giving as a gift on occasion like Birthday, New Year or Christmas. b. Targeting: Targeting is a step in which marketers evaluate the attractiveness of each potential segment and decide which of these groups they will invest resources against to try to turn them into customers (Solomon, et al Marketing Real people, Real decisions, First European Edition Page 222). .Cadbury has many targeted markets around the world. The female population makes up more than Indian population in any country. This is a large customer base for the products. The main aim for targeting the female population is that it will be in a position to influence the rest of the population to purchase the product. The female population is the largest consumer of chocolate product not only in the United Kingdom market but in other markets as well. The other targeted market is that of the kids segment which also comprises of most of the sales of chocolate in any part of the world. c. Positioning: Positioning means developing marketing strategy aimed at influencing how a particular market segment perceives a good in comparison to the competition (Solomon, et al Marketing Real people, Real decisions, First European Edition Page 227). 6. Recommendations: Cadbury should increase Marketing and  promotion  globally by marketing new and different products in emerging markets. It should focus on non-chocolate development and acquisitions by developing a new line of non-chocolate candies. Development of novelty and specialty markets like Gourmet Line on Internet, by developing gourmet line that is to be distributed via internet. Aggressive new product should be development like low calories, sugar free chocolates. This has to be done by researching and developing new products with joint venture. It should concentrate more on the American markets as it has high revenue in this particular industry and Cadbury doesnt have any strong roots, it is mostly dominated by Hersheys. It should also develop new products for the kids segment, which now days is a very huge market.

Wilderness: History and Value Essay -- Nature Philosophy Papers

Wilderness: History and Value History From the very beginning of this nation's history, wilderness has been a fundamental ingredient. The first European settlers found and battled against it upon their arrival. The western explorers and wagon trains sought to wrestle farmland from the wilderness's grip to build cities, farms and homes. It was not until the reality of its finite availability, that it was viewed as anything other than an opponent and menace. These changing attitudes began a new battle for preservation and protection of the wilderness that remained. The nation's attitude transformation was testimony to a new focus and value for wilderness. This new disposition declared that the preservation and maintenance of wilderness is instrumental to our own emotional, spiritual and biological survival. The first European settlers began an extensive nation wide war on wilderness upon their arrival on the eastern shore. The war continued for many years and set the tone for America's relationship with its wilderness lands. Many of the nation's first European arrivals brought with them very Puritanical views regarding the appropriateness of order and disorder as well as fundamental Christian views (Kropf, 1997). In their minds, the unsettled and unestablished lands of the New World symbolized lack of order and therefore the absence of God. Along with disorderly lands there existed native inhabitants who, because they had not subdued the land-putting it to strict agricultural use-were innately inferior. All these attributes assigned to the Indians and the wilderness led the early settlers to firmly believe that the wilderness was the dwelling place of Satan. As God fearing Christians, their greatest calling was the elim... ...nd humanity will suffer. Furthermore, the contents of this continent which have shaped and influenced this nation will be forever lost. Bibliography Brower, David. (1996). Let the Mountains Talk, Let the Rivers Run. San Fransisco: Harper Collins Publishers. Drabelle, Dennis. (1984, Summer). Feral Explorations. Wilderness, pp.24-26. Hendee, John C., Stankey, George H., & Lucas, Robert C. (1990). Wilderness Management. Golden: North American Press. Kropf, Jesse A., "Images of the Overland Trail and Manifest Destiny: A Distortion of Reality". History 369: Dan Flores, University of Montana. Spring 1997. Nash, Roderick. (1967). Wilderness and the American Mind. New Haven: Yale UP. Nash, Roderick. (1984, Summer). Path to Preservation. Wilderness, 5-11. Oelschlager, Max. (1991). The Idea of Wilderness. New Haven: Yale University Press.

Love and Loneliness in Thornton Wilders The Bridge of San Luis Rey Ess

Love and Loneliness in Thornton Wilder's The Bridge of San Luis Rey "Speak softly and carry a big stick; you will go far." -Theodore Roosevelt, 1901    In Thornton Wilder's Pulitzer Prize winning novel, The Bridge of San Luis Rey (1939), a message is woven throughout the pages and portrayed in each character. The novel is about the finest bridge in all of Peru and on Friday, July the twentieth, 1714, the bridge broke, taking five travelers into the gulf below. Brother Juniper, a monk who witnessed the catastrophe burned the question, "Why did this happen to those five?" He also poses the proposition, "Either we live by accident and die by accident, or we live by plan and die by plan" (pg. 119). The novel tediously describes each of the five killed in the accident. All five of them were well-respected people in the public eye who, at one point in their lives, deeply loved someone, but unintentionally loses them. As the novel draws closer to the end, the message becomes clearer to the reader. Thornton Wilder uses the bridge in his novel to symbolize the "bridge" between love and loneliness. The "bridge" of love that "connects one to a nother gives dignity and purpose to even the lowliest of lives" (pg. 119). One of the victims of the accident was the Marquesa de Montemayor, Doà ±a Marà ­a. She had an unhappy childhood, "she was ugly; she stuttered; her mother persecuted her with sarcasms" (pg. 11). She lived alone and when she was finally forced into marriage, she still lived alone. When she was bore with a daughter, she was determined to give "her idolatrous love" (pg. 12). However, little Clara took after her father and was cold and intellectual. Clara frightened her mother, "but Doà ±a Marà ­a could not prevent herself from... ...ld sit down and rest, but it turned out not to be necessary" (pg. 102). The breaking of the bridge in Thornton Wilder's novel, The Bridge of San Luis Rey (1939) symbolizes a realistic message of how there is a "land of the living and a land of the dead and the bridge is love, the only survival, the only meaning" (pg. 117). The characters in the novel display the true affection at one point in their life and suddenly in an instant, the bridge is beyond repair. Wilder does an amazing job of creating a situation approached in every day life about love, losing and loneliness. The message in The Bridge of San Luis Rey (1939) is one that all of the world can relate to, it's a strong "bridge" at one point and with one wrong move, it's broken and lost forever.    Works Cited    Wilder, Thornton. The Bridge of San Luis Rey. New York: Washington Square Press, Inc. 1955.

Free Beowulf Essays: The Qualities of a King :: Epic Beowulf essays

Beowulf: The Qualities of a King The story of Beowulf is one of courage, nobility, and heroism. Beowulf possesses each of these attributes both as a young prince and an elder king. These qualities allow him to become an honored king, yet they also lead to his death. His actions are to be viewed as a precedent for young princes and future kings. Clearly every young prince inspires to earn enough respect to become king in their latter years. Beowulf first earns this respect when he sails to Herot to kill Grendel, the monster that has been keeping the soldiers out of their home. Upon arrival in Herot, Beowulf brags of his past accomplishments, in order to earn some respect from Hrothgar and his men. In my youth I have set about many brave deeds.I had bound five, destroyed a family of giants, and at night in the waves slain water-monsters, suffered great pain, avenged an affliction of the Weater-Geats on those who had asked for trouble- ground enemies to bits. And now alone I shall settle affairs with Grendel, the monster, the demon. (Page 32) While this beast has killed many of Hrothgar's men, Beowulf vows to destroy him with his bare hands. Even after doing as he so promised, Beowulf has still not finished his duties. The following day, he is faced with another challenge; killing Grendel's angry mother. When Beowulf is asked to perform this task, he accepts whole heatedly , as he sees it as another chance to gain fame, "Let him who may get glory before death: that is best for the warrior after he has gone from life."(page 45) Once again, Beowulf returns successful in his battle with the monster, only to increase his popularity within his people. These courageous and heroic deeds are expected of any young or aging prince. Clearly Beowulf's brave encounters with these monsters show his king and followers that he is worthy of becoming a fearless leader. However, his ability to rule goes beyond those feats in battle. Beowulf was showered with gifts of gold and riches for his tremendous achievements of killing the monsters. This is where his manner is shown to be one of strong moral. While he could have easily kept them all for himself, Beowulf gives his rewards to his king, Higlac; as he was instructed to do. In addition, Beowulf declined his first offering at the throne. His sense of morality and loyalty to Higlac tells him that it is only right for Higlac's son to take the throne before himself. These decent acts should be wisely followed

From Modernism to Post-Modernism

The Modernists wanted to free art from the constraints of classicism and to promote critical, free thought but whether or not they succeeded is still a matter of debate.   It began with Manet’s Impressionism on to the outrageousness of Dali’s Surrealist Manifesto. It was an intellectual attack on classical thought. Modernism and its successor, Post-Modernism indulged the artistic world in the subject of intellectual critical thinking and individualism and could be seen as the bravest contradiction to what art was previously believed to be. Modernism infiltrated every form of thought including philosophy, law, music, literature and architecture. It wanted the world to have their own thoughts and not believe what they were told to believe. Yet how different was Post-Modernism from Modernism? Did it succeed in changing the way people think and is it really ‘art for art’s sake? In this essay we examine these questions with reference to artist who were prominent Modernists. By definition ‘modernism’ is â€Å"period dating from roughly the 1860’s through the 1970’s and is used to describe the style and ideology of art produced during that era.†(Witcombe, 1997). Therefore this era of art included styles such as Impressionism, Surrealism and Realism. It is a broad spectrum from which to work. Arguably, Monet was the father of Impressionism, who saw the value of art no longer in reproducing the subject in detail and to perfection, but rather to capture the moment in time that could never be captured again. Professor Witcombe of Sweet Briar College says that it is generally agreed that Edouard Manet was the first of the ‘modernist’ painters (Witcombe, 1997). Classical artists had been preoccupied with classical subjects, particularly in the ‘Romantic’ period such as Delacroix and David (Witcombe, 1997). Modernism appeared to have failed in the early 20th Century, with the collapse of the Communist movement. It seems that at that stage looking at Surrealism for example, free thought and freedom of expression was about to be tested again with the onset of the World Wars. Yet where Modernism itself began and where it ended is still largely a mystery to most people. For instance, looking at the work of Cezanne in the early stages of the Modernist period, the essential ‘breaking down’ of subjects to their smallest most geometric states gave rise to a form of minimalism that contradicted the complexity of the Modernist age. Sigmund Freud ushered in the ‘new age’ of mental evaluation with world-shaking consequences and his ideas stretched from philosophical thought through to the film industry. Acceptably known to have influenced the work of painter Salvador Dali and film-maker Alfred Hitchcock, Freud’s ‘modern’ thought was seeking to ‘free’ the mind of the constraints of classically accepted reality. Essentially (as with the Cezanne’s art), this meant breaking humanity down to its smallest and simplest parts. As Witcombe describes it, â€Å"it should be clear that modernist culture is Western in its orientation, capitalist in its determining economic tendency, bourgeois in its class character, white in its racial complexion, and masculine in its dominant gender.†(Witcombe, 1997). As art became freed of the bonds of classical feudal law, so society attempted to pursue ‘liberalism’ with Karl Marx’s Utopia rising and falling abruptly with the failure of Communist Russia. There was at this stage too a profound interest in understanding the human interaction. The old idea of science as a purely empirical discipline gave rise to the human element in the work of sociologist Max Weber (Ludington, 2000). Artists no longer wished to conform to a particular style of art but preferred to create their own signature style. Even in the Impressionist school, a distinguishing factor could be found in each of the artists making them individual: Monet, Renoir, Manet, Degas and Van Gogh. Picasso’s solid external outline and geometric shape can be seen distinctly in the work of Paul Cezanne, meaning that his idea was not entirely original but influenced by previous artists. The idea of being unique and ‘inventing’ a new art was and always will be contested by the reality that and ‘influence’ ‘recreates’ the already created. Modernism was meant to free the artist of this exact emotion as well as being representative of the present social climate. This could be seen effectively in the work of Gustav Klimt and Antoni Gaudi in the early 1900’s. The Art Nouveau period specifically identified the new-found freedom of money and if there was none, to at least pretend there was. Casa Battlo (1906-1908), Antoni Gaudi architectural piece, resembled the carefree nature of the Art Nouveau period. Being completely fantasy and out of this world it appears it could have been made from an assortment of candy rather than brick and mortar. The dream-like realm for which Surrealism became known is subtly different to this in its pure indulgence and decadence. Previously the Church had been the patron of the arts, meaning that most of the art that was endorsed was done so with the understanding that it would be classical in nature, therefore ranking Gaudi as particularly rebellious in this aspect. The Renaissance architect Brunelleschi, who’s Dome of the Cathedral in Florence can be seen as poles apart from Gaudi’s offering, was controlled by the needs of the Church rather than pure self-indulgent imagination like Gaudi’s. Another aspect of Modernism that came into dramatic play was the advent of photography. With this reproduction of images it was no longer necessary to reproduce subjects as they were in reality or to record events. It did not take long for philosophical writers such as Roland Barthes to recognise that even with these remarkable prints of the past, they could never truly represent the subject they captured. With a photograph of his mother he was convinced that yes, this was his mother but, no it was also not his mother. It was in effect a picture of his mother. Rene Magritte in this era also painted his famous pipe entitled Ce n’est pas une pipe, which said that while it was a pipe, it also wasn’t. The reasoning behind this was that if you cannot actually smoke it, it cannot be a pipe. The question was to what extent does Modernist ‘unpacking’’ become ‘over unpacking’? The ‘unpacking’ process of Modernism in terms of art is perhaps best seen in the work of Salvador Dali. â€Å"[Freud’s Interpretation of Dreams was] one of the capital discoveries of my life†¦I was seized with a real vice of self-interpretation, not only of my dreams but of everything that happened to me†¦Ã¢â‚¬  (The Great Artists. Vol 73: 2311). The Persistence Of Memory 1931, by Salvador Dali is oil on canvas and is 9  ½ inches by 13 inches in size. It shows a series of stopwatches melted over the motifs and there is ‘double imagery’. It includes a side profile of Dali himself. Completely Surrealist, Dali worked alongside Breton on the Surrealist Manifesto which attempted to free mankind of the constraints of the mind. â€Å"Surrealism will usher you into death, which is a secret society. It will glove your hand, burying therein the profound M with which the word Memory begins.†(Breton 1924). This was the core of Modernist thinking, that man should by all intents and purposes link beyond the real (or imagined reality) to what he really is (unpack himself). Like Freudian psychology the belief in Surrealism is that repressed memory locates itself in the subconscious constantly. This was called the superego, the responsibility of man to appease this memory leads to unexplained and unresolved dreams that often recur (Freud.1949:77). Compare this to the era we now live in, (the Post-modern era into which we have slipped) and the difference is that we are now trying to free ourselves from the constraints that Modernism has put on us. Post-Modern artists still toy with the idea that what is chiefly within us is expressed through creativity. But now the addition of technology to the equation makes us the ‘controller’ of the said creativity. Computer technology replaces the need for composed qualities in artwork (specifically graphic) meaning that there has to be a marriage of technological advancement and artistry in order for the artist to survive. Going back in time to the first expressions of rebellion in art such as Grunewald and Bosch, who represented dreams in their art and compare this to Dali who interprets the dreams. It becomes clear that what is believed to be an entirely new movement in art is really only a manifestation of experiments used in the past. With World War I & II the former quest for world domination attempted once again to put the world of art under the scrutiny of the powers that be but did not succeed. This means that the completed change was here to stay, that the movement from Impressionism to Surrealism and through to Pop Art and Op Art was free to mobilize itself into the future. â€Å"Earth to earth ashes to ashes dust to dust†, 1970, Lawrence Weiner, Guggenheim Museum, was what Post-modernism has offered us. In comparison to the fine art of the past few centuries, this piece does not seem to amount to much, but then it is an example of what humanity has become and therefore holds specific importance. A plain grey, white and black plaque with the words ‘earth to earth ashes to ashes dust to dust’ written across it reveals to us an human race that is really and honestly empty. It is not entirely correct to say Modernism has succeeded in its purpose, but to say that it has failed is also untrue and perhaps a little unfair. Times have changed and continue to do so. The greatest archives we have in memory of the evolution of man are in our art. Modernism as an ideal failed, communism failed and to a degree Freud failed, but the gift they gave us was a solid movement into a time that has been littered with the ‘new’. Modernism failed in that it became the cult-like movement of constraint that it tried so hard to break. It succeeded in producing an art that was truly indicative of the individual. Modernism is, regardless of its successes and failures, a distinct mark in history in the same way that the Renaissance was to the 1400’s-1500’s. We no longer paint young ladies on swings with farthingales and voluminous skirts, because they do not exist in our world. We hardly go to war in kilts and with battleaxes either because so much of our time has changed. The continuum of thought and critical thinking still plagues us with the knowledge that there are some things we will never explain or understand. However the world changes, our creativity is always there. Sources: Breton, Andre. 1924. The Surrealist Manifesto. (http://www.screensite.org/courses/Jbutler/T340/SurManifesto/ManifestoOfSurrealism.htm) Freud, S. 1949.The Ego and the Id. (The Hogarth Press Ltd: London) Ludington, Townsend. 2000. A Modern Mosaic: Art and Modernism in the United States. The University of North Carolina Press. http://uncpress.unc.edu/chapters/ludington_modern.html The Great Artists.1986. Vol 73: Dali.(Marshall Cavendish Ltd: London) Witcombe, Christopher Professor. 1997. â€Å" Art &Artists: The Roots of Modernism.† Part One: What is Art? Sweet Briar College. http://www.arthistory.sbc.edu/artartists/modernism.html Witcombe, Christopher Professor. 1997. â€Å"Art & Artists: Modernism and Post Modernism.† Part 4: What is Art? Sweet Briar College. http://www.arthistory.sbc.edu/artartists/modpostmod.html                                    

Ethics Game Reflective Journal Essay

Nursing has evolved throughout the years. Gone are the days that the existence of nursing geared towards following the orders of senior members on the profession and initiation of routine procedures. In today’s nursing, nurses are valued and needed for their reasoning as well as intellectual skills. The changes in nursing require the desire to be more responsible and contributory to the wellbeing of those that needed care. These changes led to more complex ethical dilemmas that nurses’ encounter. This paper aims to provide a reflection on the Ethical Dilemmas presented on the Ethics Game Simulation, the decision-making steps taken to address the ethical issues, how the ethical concepts influenced the decisions made, and the application of the ethical concepts to a medical-surgical unit. The Case of the Troubled Teen This case illustrates Rachel Banks a 16 year-old teenager who got pregnant out of wedlock and currently on her tenth hour of labor on the OB/GYN unit at Seva Medical Center. She’s accompanied by her parents. Rachel’s parents are instructing the staff nurses to withhold the pain medication as punishment for getting pregnant before getting married. Since Rachel Banks is a minor, legally, the parents can decide for her. The nurses are concerned due to the possible detrimental health effects that the situation can cause to Rachel and her unborn baby, Lily. The nurses also became aware that the parents may not be fully educated on the consequences of their decision. In order to make an ethical decision on this case, I used the Baird Decision Model which provided five frameworks: Step 1: Be attentive, Step 2: Be Intelligent, Step 3: Be Reasonable, Step 4: Be Responsible, and Step 5: Be Reflective (University of Phoenix, 2013). The main issue in this case is how to ensure that Rachel and the baby get appropriate and timely medical care. I reviewed the e-mails and communications gathered in order to get a picture of the situation and see that the best possible solution arise. Upon understanding the main issue of this case, I’ve identified that the primary stakeholders includes; Rachel Banks, her parents, her unborn child, the staff nurse, and the primary nurse because they will be impacted on the decisions made in this situation. After identifying the main issue and the primary stakeholders, using the rights/responsibilities lens I was able to identify that my obligations and duties includes providing the best possible care to Rachel Banks and her unborn child, not to accommodate parents who are harming their child, and also support my staff’s professional improvement. On the results lens, I was able to recognize what would create the greatest good for the greatest number of stakeholders which was to involve the nurses and the parents in assessing need for medication intervention and also provide information for aftercare support and education. I believe that the decision made on this scenario benefits both the patient and her family. By involving the parents in the assessment of Rachel’s medical needs, conflict is alleviated and thus, creates a positive outcome. The Case of the Policies and Politics This case is about Alain Trottier, a patient brought in the emergency room by his domestic partner, Yves. Alain was admitted to the ICU unit and has been unconscious. The day- shift supervisor, Carlotta Baldwin is preventing Yves from seeing the patient and refuses provide information regarding the patient because he is not an actual family member. However, according to the hospital policy, domestic partners are to be treated as married couples for the purposes of access and, most importantly, when it must be determined who can make medical decisions for a patient unable to give their own consent. My duty as the nurse taking care of Alain is to identify the critical issue in this situation which is the equal treatment and access of gay partners at Seva Medical Center as equal to those of straight couples. Upon identifying this as the main issue, it is easier to analyze the problem. Again, the following stakeholders were identified: Alain Trottier (patient), Yves (domestic partner), C arlotta Baldwin, RN (shift supervisor), Amelia Flinch (Director of Nursing), the shareholders of the hospital, and lastly, I the staff nurse taking care of Alain. This scenario has led to the identification of relationship lens. The relationship lens focuses on the community. The main concern of this lens is to provide basic liberties to all people (University of Phoenix, 2013). The three rights represented in this case were: right to participate in decision-making for an unconscious family member, right to have hospital policy regarding participation by family members implemented, and right to be informed that your interpretation of hospital policy is inaccurate. I believe that these rights are the major component of this lens because it focuses on the patient, family, and healthcare providers. Upon understanding the basic rights related to this situation, the following actions such as educating all employees with hospital policies, establishing a taskforce to make sure that the policies are put into practice and conducting yearly audits to make sure that the policies are implemented. These actions will ensure that the patient will benefit greatly on the policies placed on the facility. Lastly, the reputation lens discusses the virtues important for leadership; core competencies such as managing diversity, problem-solving, self-knowledge, decision quality and fairness. These values are important because of the overall positive effect that it can bring to the patient and the facility. My final decision in this case is to note on Alain’s chart that Yves is to be given access and treated as family. Speak to Carlotta about my decision and let my supervisor know. I believe that this decision has no risk. This decision has demonstrated that I am fully knowledgeable on the hospital policies and also implementing what I know for the benefit of my patient. By assuring equal access will likely improve the hospital’s status in the community. Lastly, by informing Carlotta Baldwin and the supervisor know of the decision can be a message that further education is needed for all employees to be more aware and knowledgeable of the hospital policies. Ethical Dilemma at a Medical-Surgical Unit I’ve been working as a RN at a medical-surgical unit for almost a year now. I still consider myself as a novice nurse and I feel that I haven’t been exposed to a lot of ethical dilemmas. However, I believe that pain management or providing pain relief can be an ethical dilemma for any nurse. The ethical issue is this: can we as nurses undertreat a patient’s pain because we are concerned about the repercussions or because we know that the patient is addicted to the medication. I believe when challenging situations like this arise, I need to be conscious of my own biases and make evidence-based decisions that can provide optimal treatment to the patient. By not being judgmental, I can fully assess what would benefit my patient greatly and include him/her on the treatment plan- giving autonomy. By including the patient I can also decrease the harm because I will have a better understanding of what will work best for my patient, and lastly, by hindering my biases I will be able to treat my patient’s pain in a non-discriminating way possible. As nurses continues to encounter complex ethical dilemmas as the profession and society gears forward, we must still go back on the foundation of nursing in accordance to the mission of Florence Nightingale; nurses are missioners of health dedicated to the advancement of human welfare. References: University of Phoenix. (2013). Ethics Game Simulation [Multimedia]. Retrieved from University of Phoenix, HCS478 website.

Baderman Island Family Vacations Essay

Baderman Island Family Vacations: Advertising, Creative, and Media Strategies Advertising not only works but is often unmatched in its capacity to reach major audiences, build brand awareness and personality, as well as stimulate curiosity and desire. But, more than ever, companies today [in this very competitive environment] need the right creative messages and media choices in an effort to break through the â€Å"noise† in order to get noticed, and therefore, remembered. This paper will outline Baderman Island’s Family Vacations advertising plan, further expanding on creative decisions and effective media strategies in an effort to increase market share. Baderman Island – Family Vacations Analysis Family getaways are one of the top reasons that guests stay at Baderman Island, regardless of whether the stay is a seven day excursion or a weekend family reunion. With so many activities to choose from such as: boat rentals, water skiing, snorkeling, scuba diving, tennis, golf, five secluded beaches, Oasis Spa, and gallery touring there is truly something for everyone in the family to enjoy, not to mention all the activities on the island are appropriate for visitors of all ages. The many unique selling points of Baderman Island Family Vacations consist of the island being self contained, all-inclusive, hosting an array of restaurants, three different hotels, and unlimited activities to entertain and relax all guests. Currently, the marketing situation consists of a website that is an excellent tool for attracting guests and showing them all the perks of the island through pictures and blogs. The blog is a new advancement to the website, but should prove to attract positively more guests through the testimonials of previous visitors. Target Audience The target audience for Baderman Island is the typical â€Å"family vacationers† who are looking for a resort that offers a variety of activities without having to leave the premises. These families will consist of parents with at least one child. The target family will be the family who consists of two adults within the household with at â€Å"least† 2-3 children to help maximize profits. All races, ethnicities and cultures are welcome. The target market will be an adult who enjoy warm weather vacations with family, spending quality time with each other enjoying activities and who have a love for the beach and fine art. The target audience will also consist of consumers who fall within the lower to middle class and above demographics searching for a family destination that does not require leaving the United States (U.  S. ). Not all families can afford the cost of securing passports and expensive air travel to the Caribbean. Creative Strategies A creative strategy is important to the overall execution of an advertising campaign. Team C will use a â€Å"positioning† approach as its creative strategy. In this approach Baderman Island will be clearly defined as the number one â€Å"all inclusive† destination for family travel. Brand image approach will also be incorporated into the strategy. This will help consumers correlate the Baderman Island brand as a top notch, high quality destination. This approach will be accomplish by using an easy to remember slogan, such as â€Å"Baderman Island Family Vacations, the Finest Place to Reconnect,† as well as further using the ever popular slogan, â€Å"Relax, Enjoy, Indulge. † Increased emphasis will be placed on marketing the concept that Baderman Island is a unique destination specializing in family activities. This will enable Baderman Island to distinguish themselves from other competitive resorts in the marketplace. All creative advertisement associated with the resort will be colorful and eye catching; it will feature pictures that depict happy families vacationing and spending time together, further providing a visual of what family vacationing could be for the potential customer. On radio spots sound bites will be used of customer testimonials of how happy they were when they vacationed on the island. TV ads will also depict families enjoying themselves on the beach, playing golf, in the spa, visiting the museums and art galleries, and participating in the many sports activities offered on the island. The television ads will also highlight the many pricing plans and payment options where applicable. Positioning Statement Baderman Island’s positioning concept will explain that Baderman Island Family Vacations is for vacationers with families who are seeking a luxury resort â€Å"experience† to reenergize from their busy lives and reconnect with family and friends, and that Baderman Island Family Resorts is one of the most luxurious destinations in the world. The island offers four star accommodations that highlight a world-class spa featuring a full range of treatments designed around the resort’s natural springs, sophisticated purpose-designed meeting facilities, and an assortment of other amenities all delivered with a high level of personalized service (University of Phoenix, 2008). All of this is made available on this self-contained, all-inclusive resort island that is surrounded by the beautiful Kelsey River. Golfing, fishing, spa facilities, museum excursions and a beautiful beach are all available to vacationers of this island. Message Platform Baderman’s message platform is to develop Baderman’s brand and when potential guest see the logo, they will envision the beautiful crystal clear waters, which symbolizes peacefulness as well as relaxation. Presently, Baderman Island is expanding the brand on the 1,600 acres of land they own. 750 acres are operational. See map below. (University of Phoenix, 2008). In an effort to increase brand recognition Baderman Island will rely heavily on word-of-mouth marketing. The expectation will be that satisfied guest will continuously sell the brand for the resort while Baderman Island continues to make capital improvements. Once the Baderman Island’s guest vacation experience is over and they leave, the hope is that they will tell their friends about the wonderful experience during their stay. Word-of-mouth advertising is one of the most effective advertising vehicles when feedback is 100% positive. Baderman Island will strive to be the number one vacationing spot. Baderman Island will be well known for the following attributes: Owning an island, which exclusively promotes their brand, and having facilities that offer excellent customer service. Baderman Island makes a point of listening to guests who have enjoyed previous stays and will continue to develop innovative ideas that include customer feedback on how to improve future stays. Media Strategies and Objectives Print media is one of the most efficient ways to reach potential customers. For example, magazines are a medium that has a number of special-interest publications segments that can reach Baderman target audience (Wisconsin Department of Tourism, 2009). As a result, print ads, billboards, and brochures will be Baderman Island’s priority media vehicles of choice. Baderman Island will also use a number of advertising campaigns which will run a variation of television commercials, all emphasizing family fun. An additional strategy that Baderman will use in order to develop a relationship with potential guests is through the use of [developing] creative brochures which will assist with enticing guest towards booking a vacation on Baderman’s Island property. After all, they are inquiring about Baderman’s vacationing experience, so brochures will bring Baderman’s Island Vacations upfront and personal to future guest. Guests will be able to look at full color ads while reading a wealth of information regarding services, pricing plans, recreation packages, spa schedules and a host of activities used to keep children occupied during the day. The objective is to have future guest pick-up and carry brochures with them so they can view the material at their leisure and share it with family and friends. Baderman will capitalize on the idea that the brochure is portable which gives the upper hand rather then relying on guest to remember a 60 second commercial. Lastly, radio air time will also be explored as a media option. There are seven times as many radio stations as television stations in the U. S. (Wisconsin Department of Tourism, 2009) therefore; this is a medium that Baderman will seek to explore with the assistance of a limited-service agency. Strategy RationaleThe rationale behind the creative strategies and campaign message is to ensure that Baderman Island Vacations stands out over the competition. Creating the easy to remember message of â€Å"Baderman Island Family Vacations, the Finest Place to Reconnect,† will capture the image of Balderman Island at its fullest. In addition, using vibrant colors within ads and â€Å"real† people will not only be an eye catcher, but also illustrates the fun side of Balderman Island. Using photos of smiling and happy families doing fun activities together as part of advertisement features will say it all. Baderman Island will use similar stock photos in all advertisements. By placing the emphasis on â€Å"family† the brand image that Baderman Island will be known for will be something that both existing and potential customers will relate too. The resort will also seek to create a feeling of nostalgia where people who see the billboards, magazines, website, or hear radio advertisements will wish and want to experience what Baderman Island offers. An addition strategy will be to choose air time during busy traffic hours to advertise services. What better time to dream being somewhere else than when a person is stuck in a traffic jam. As a family resort, Baderman Island believes in getting and giving the best. As customers, Baderman personnel staff expects the best on both products and services from providers, and it is only right that the resort gives the same respect, treatment and consideration to their customers. Baderman Island stands on the priority objective of treating customers â€Å"just like family. †Supportive ResourcesAlthough many companies have opted towards using outside advertising agencies exclusively for assistance with creative ideas, Balderman Island prefers to do it themselves. Baderman Island’s in-house creative teams provide a range of services depending on the resorts needs and are familiar with the resorts rich history and many products and services. The in-house team is also better equipped to handle adhoc problems regarding advertisements within a timely manner. Keeping creative development in-house will provide the resort more control with lower risks of having proprietary confidential information leaking into the wrong hands, also keeping in mind that external agencies have other clients to assist. In addition to risk management, in-house creative resources for creative support make it easier to coordinate and have a more â€Å"personal† touch with the service versus an outside agency. In addition to in-house support Baderman Island will seek advice from limited-services agencies which specializes in one aspect of creative process; usually providing creative production work or the purchase of media space (Wisconsin Department of Tourism, 2008). A limited-services agency will be used in order to coordinate radio air time and in some instances magazine space. ConclusionAs stated earlier, Baderman Island Family Vacations is striving to continue to compete in a very competitive environment. With the consistent advertising message, â€Å"Baderman Island Family Vacations, the Finest Place to Reconnect,†Ã¢â‚¬ ¦ Baderman will further expand on that message by building upon a media strategy that emphasis family, fun, relationships, and value. Therefore, a media strategy that focuses on â€Å"awareness advertising,† where the attempts to build Baderman Island’s image and familiarity with the resort brand and excellent services will be their ticket towards marketing success. Baderman Island is confident that by using multi-media vehicles of print ads, billboards, brochures, television commercials, and radio spots their target audience will be effectively reached. Six months post campaign launch, Baderman will evaluate their advertising effectiveness through monitoring and post-evaluation tools and re-evaluate their marketing plan accordingly based on results.