Thursday, October 31, 2019

Discuss the importance of process and materials in the work of your Essay

Discuss the importance of process and materials in the work of your artist or designer ( Rex Brandt ) - Essay Example Further, as a teacher, he inspired innumerable students to paint skillfully with watercolours. To Brandt (p.9), working with this oldest medium known to man was exciting because the transparent colours glowed like stained glass. Thesis Statement: The purpose of this paper is to investigate the watercolour artist Rex Brandt’s paintings, and determine the importance of process and materials in his works. The Importance of Process and Materials in the Work of Rex Brandt Brandt (a) (p.119) considered drawing to be the at the heart of watercolour painting. He advocated the importance of sketching as a primary step even in the case of landscapes, and the development of an individual style in executing a painting (Brandt (b) 16). Another requirement was an appropriate choice of materials for achieving best results, and he took into consideration the key role of paper for the medium of transparent pigment or watercolours. The artist appreciated the sparkling white paper adjacent with the transparent, colourful dark hues which forms a unique feature of watercolours. According to Brandt (p.81), â€Å"pure or transparent watercolour is universally appealing† because of its clarity and directness in portraying the image or scene. The artist used three basic watercolour techniques: the wash or control method, wet-into-wet, and dry brush and line. All the three methods may be used in the same painting (Brandt 145). It was considered essential to master the techniques of flat and gradated washes before progressing to the wet-into-wet, drybrush and line methods. Brandt focused equally on controlling the wash, handling colour through the different techniques as given above, correcting mistakes, and on matting and framing the completed art work. Further, the way thin watercolour on white paper reflects light has been compared by Brandt (p.11) to â€Å"the luster of a sea-shell, the translucence of a tide pool, and the luminosity of coloured glass against the sunâ € . After evaporation of the water and the gumbinder taking hold, each small nuance of the painting becomes fixed to the white surface of the paper. However, the main charm of using watercolours is its distinctive potential for gradation which contributes to the visual excitement created by the paintings. This effect is produced by arpeggios or flowing series of gradations in colour and value, as seen in Fig.1. below. Thus, watercolour is a special medium which readily accommodates an interchange of colours as well as gradation, which in turn can modulate its characteristic movement, liquidity and bounce. Fig.1. August at South Beach by Rex Brandt (California Watercolour (1), 2011) In watercolour paintings, accents with with the help of light watercolours are not completed as finishing touches, since light shades cannot cover dark watercolours. Working from light to dark is most effective in such paintings; similarly, it is advisable to work from very broad areas to smaller areas â€Å"since the progressively darker washes will overlay and obscure the lighter ones† (Brandt 98). The artist provided accents using the extremes of light and dark colours; while the grays acted as amalgams thereby giving a sense of unification to the entire picture. A vast number of Brandt’

Tuesday, October 29, 2019

Impact of recently discovered hominins on the understanding of human Research Paper

Impact of recently discovered hominins on the understanding of human phylogeny and biology - Research Paper Example Scientists have called these early hominids as australopiths which is Latin for apes. Then starting around 2.3 million years ago, something curious happened. New hominids hit the scene, species that were subsequently christened homo, which is Latin for man. With the coming of these hominids, came the flattening of the snout and the shortening of the hook-like fingers of the australopiths, an evolutionary process that is assumed to have given birth to modern man (Homo sapiens). By approximately 1.8 million years ago, a species by the name Homo ergaster, which was about as tall as living humans, with stiff feet in its long legs that were only good for walking on the ground, hit the ground. Its brain on the other hand was only a third of our brain. This is how far the australopiths reached. What followed afterwards was the discovery of a group of species that were more man-like but with slight differences in their feature, species that have since assumed the name â€Å"Homo† whic h is Latin for man. A careful analysis of this narration reveals a missing link between the Australopiths (apes) and the homo (man). The big question that evolutionary scientist

Sunday, October 27, 2019

Strengths And Weaknesses In Terms Of Democratization Sociology Essay

Strengths And Weaknesses In Terms Of Democratization Sociology Essay In terms of potential harm and violence that ethnic nationalism and primordialism might bring, I have many things to say. First of all, let me clarify the perspective of ethnic nationalism and primordialism a bit more; these perspectives establish the identity (both ethnic and national) as fixed and non-changeable characteristics that are determined at birth and that does not change according to ones own beliefs or actions. As a result of these pre-determined ethnic and national identities, distinct identities are formed as counter groups such as others and us, whereas others are the evil and us is the good. Such a labeling does not leave any room for others since they are belong to different ethnicities. The roots of these fixed identities lie beneath primordialism because primordialism sees these identities as ancient and unchangeable. As a result of this formation of identities and labeling, which are nor changeable neither adaptable and which created others and us, fear arises. According to this view, others are different and bad and we (as us) have to protect ourselves from the possible violence that might come from the surroundings. This creates a vicious circle where every group fears the others and because the other is always us for another group, thus, every group is in fact afraid of every other group. Since the solution comes from the elimination of this fear by eliminating the others, things can go very violent. Many examples from the history can be given for the violence that ethnic nationalism and primordialism had so far caused; Rwanda Genocide of 1994, Nigerian Civil War of 1967 and genocide of Bosnian Muslims are just three examples. For example in Rwanda, the incompetence and failure of two groups to live together caused around 800,000 Africans to die. From this point of view, they are Hutus and Tut sis who were fighting and killing each other but on the other hand they share the same identity by being Africans. My motive for mentioning this is to exemplify the abstractness of the concept of being Hutu or Tutsi (or having an ethnic identity); the real murderer and butcher behind this violence was their approach to ethnic identities. The book (Heywood, 162) mentions the formation of these identities from the perspective of social constructivists. According to social constructivists critique on fixed ethnic and national identities of primordialism, sense of national belonging is constructed through political and social processes, thus, social constructivists suggest that nations in fact do not create nationalism, they say that nations themselves are actually fashioned by nationalism. Primordialist view generally leans over culture and linguistics and not on biological factors such as race because primordialists do not want to be seen as justifiers of violence arising from racial/ethnic differences. Considering that these supposedly logical theories and ideas had caused Holocaust, it is understandable that primordialists want to stay away from the biological elements. Another problem with primordialism is the paradox in defining ethnicity. If we accept the ethnicity to be really primordial then we also accept that we cannot change it but this is not correct. Through generations the ethnic identities may change. For example once-African people in America, now call themselves American or Afro-American. They accept both of these ethnic identities. It was possible for them to adapt to the culture and identity of America, thus their ethnic identity has changed. Also in certain parts of the world where the local cultures were changed by colonization and blended with the culture of colonizers to some extent and led to the creation of new ethnic identities. Primordialism cannot explain the specific transformations and the reasons of how some changes occur. Primordialism also fails to identify or explain the issue of multi-ethnic identities, such as in United States, Afro-Americans etc. There are people who say that they are multiracial and that they carry multiple ethnic identities. Furthermore, it is virtually impossible to determine whether or not the ethnic identities are primordial. According to socio-biologists, the sense of primordialism is derived from the common genes. If they were to be correct, then we can say that this primordial sense coming from the transfer of genes is the real reason underlying the ethnic identities. In this sense, we would have to assume that ethnic identities depend on senses and feelings (emotion) and that they are not really primordial. To a certain degree, one can have a patriotic view and at the same time a critical view of nationalism. One can suggest and support the protection/preservation of diversity in terms of culture, language and ethnicity because in a world in which even these diversities are globalized different perspectives and looks on the world would slowly fade away and a useless solidarity that would hinder or slow the pace of development would come into question. One can say that, these different things, diversities, should be practiced privately and not in public sphere. Well if we think the international arena as the public sphere then the area within the countries is a private sphere for the beliefs, culture and language etc. of the countries. I too believe that this area should be preserved no matter what. Difference and diversity is good in my opinion. I believe we can appreciate our own countries and cultures values in a defensive patriotic sense and at the same time be aware of the negative impacts of overly-patriotic behavior. In a sense, if I am overly patriotic, a fanatic, I may even want the world to belong to Turkey and to be Turkish. But then, if that ever happened, the world would be globalized and the diversities of the world would have vanished just as some people, for example some liberals would have wanted. 4. In a 1-3 page essay, please describe the liberal ideal of nationalism, and explain its strengths and weaknesses in terms of democratization (tolerance, open public sphere, diversity) and its power to command loyalty. Do you think Turkish nationalism tends more to civic nationalism or to ethnic nationalism? What are the reasons for your opinion?   Liberal ideal of nationalism is built around the view of nationalism as a liberating force. According to liberal ideal of nationalism, the important factor in formation of nations is shared political alliances. The perspective of this view suggests that nations are civic entities and nation-states are formed around political alliances. Contrary to the fixed identity of nations, which idea suggested by ethnic nationalists, liberal nationalists see the citizenship as open and volunteristic. Also, liberal nationalism is associated with civic nationalism. Liberal nationalists believe that having a world that consists of individual nation-states is really important as well as they pay very much importance on the existence of sovereign statehood. From the liberal ideal of nationalism, nationalism and internationalism are complementary ideologies as mentioned by Heywood. According to liberal view, in a world consisting of independent nation-states there would be concordance and peace. The r eason behind this belief of liberal nationalists lies beneath the belief that the respect paid by nation-states to the rights and freedom of others would be more, at such a degree that prevents wars. In terms of democratization, liberal view of nationalism suggests that the nationalism is consistent with tolerance, diversity and freedom. Liberal view argue that nationalism can be intolerant in nature only if the nation is described on the basis of ethnic and racial terms (in other words, by the values that are propounded by ethnic nationalists). On the other hand, counter arguments criticize every kind of nationalism for being intolerant in nature because nationalism fundamentally creates others and us. Critiques suggest that tolerance is not achievable in nationalism because there is a threat when there are others. In terms of diversity, liberals pay respect for ethnic differences and suggest that nationalism is consistent with diversity (at a certain degree). Liberals see that there is harmony between civic unity and diversity in the nation. However, they also suggest that the harmony is achievable if diversity is excluded from the public sphere. In other words, they believe th at diversity should be confined to the private sphere, meaning that cultural, moral and lifestyle differences should be within the private sphere. The public sphere is seen as a realm for integration. The unity in the public sphere is formed by shared political and civic allegiances. On the other hand, today, many nations are established around shared cultural, ethnic, regional values, common location and language. These values, which reflect the ethnic nationalism, are usually associated with deep sense of belonging to ones nation and culture. It is questionable if political and civic allegiances create a strong belonging to ones own nation. As is mentioned in the text, ethnicity, language and other cultural values are seen as values bounding people to their nation as well as each other. Therefore, political and civic allegiances might not establish the same connection in the society as much as shared history and ethnicity can establish. In terms of Turkish nationalism, I feel free to identify it as ethnic nationalism because it shares the same characteristics with ethnic nationalism. Ethnic nationalism is described basically by being deep-rooted in ethnic unity and deep sense of cultural and national belonging. When we think of Turkey, simply the people calling themselves as Turks, they identify themselves as people living in Turkey (certain location/territory), speaking Turkish (common language), and sharing same history (common descent). Given these characteristics of Turkish nationalism and because it has a fixed identity, Turkish nationalism tends towards ethnic nationalism. To exemplify how ethnic nationalism is supported in Turkey, I wrote the Turkish Oath (AndÄ ±mÄ ±z in Turkish) as an example.

Friday, October 25, 2019

Emily Brontës Wuthering Heights :: essays research papers fc

What usually comes to mind when one thinks of Emily Bronte’s Wuthering Heights? Most will visualize tortured lovers against the extraordinary moors. Perhaps one will even recall the scene of one lover, Heathcliff, opening the grave of his Catherine to dig a space where they can be joined eternally. Yet another equally powerful emotion appears throughout the novel as an antithesis to love, that of revenge. Revenge first forms the basis of the actions of Hindley, the Earnshaw son, toward Heathcliff. Later revenge is mirrored in the vengeful actions of Heathcliff after he loses Catherine. In the process of gaining revenge, both characters lose their own humanity and their souls.   Ã‚  Ã‚  Ã‚  Ã‚  Hindley Earnshaw, the son and heir, reacts badly to his father’s bringing home a stray gypsy boy from the streets of Liverpool and to demands that Heathcliff be treated like his own brother. Both Catherine, his sister, and Hindley refuse â€Å"to have it in bed with them, or even their own room† at night so that Heathcliff has to sleep on the landing outside (Bronte 41). While Catherine learns to love Heathcliff, Hindley spends his days in revenge toward the intruder, especially after Heathcliff becomes Mr. Earnshaw’s â€Å"favorite† (42). Hindley’s beatings of Heathcliff further alienate Mr. Earnshaw, who is infuriated â€Å"when he discovered his son persecuting the poor, fatherless child, as he called him† (42). Hindley regularly beats Heathcliff and threatens to turn Heathcliff out in the cold when Mr. Earnshaw dies (43). When Heathcliff blackmails Hindley into swapping colts for the secret beatings, Hindley shows reas ons for his jealousy toward Heathcliff, â€Å"Take my colt, gipsy, then, and I pray that he may break your neck, you beggarly interloper! And wheedle my father out of all he has† (43). When Mr. Earnshaw dies and Hindley returns from college to claim his inheritance, he takes his revenge unchecked. â€Å"He drove him from their company to the servants, deprived him of the instructions of the curate, and insisted that he should labour out of door instead, compelling him to do so as hard as any other lad on the farm† (49). He also orders floggings for Heathcliff and deprives him of even speaking to Catherine, whom he loves dearly, after an adventure at the Lintons. All these punishments Heathcliff could have stood except when he finally realizes that Hindley has made it impossible for Catherine to marry him. He overhears Catherine explain to Nelly, â€Å"If the wicked man in there had not brought Heathcliff so low, I wouldn’t have thought of it [marriage to Edgar Lindley].

Thursday, October 24, 2019

Hyper reality and Celebrity culture Essay

Nowadays media and technology are growing as hard to predict. Affected to the social behavior, Human can’t recognize the truth; we confused by the hyper reality, we involuntarily to follow the system in our life. Hong Kong is a tiny city with flourishing information. The life style is the faster the better, it develop a lot of a copy action in different business, especially in wedding industry, meanwhile Hong Kong peoples are highly depend on Internet, the city haven’t realize its lead by celebrity culture and media. In this past five-year in Hong Kong had created a new way to represent news call â€Å"action news† they use 3D animation represent the whole happened in internet, but Is it the visual in the animation is real? People in Hong Kong emphasize wedding customs and traditions. It usually takes more time in Hong Kong than in United States to prepare a wedding. Comparing to the casual wedding in United States, wedding in Hong Kong are more complex, In fact wedding it can just like Las Vegas, spend $25 and have a â€Å"simple marriage†. This process takes less than 2 hours. Because of the celebrity culture and hyper reality changes Hong Kong wedding more in last ten year. In Hong Kong wedding like a system or a show, the bride and groom will take photo in royal family style then print like an oil painting with the frame. The banquet will have backdrop for the guest-taking photo with the bride and groom, and the backdrop will have the designed logo for the newly wed. They will have an emcee for the banquet; they will play the game, sing etc. R. Penfold-Mounce(2009:12) believes â€Å"Celebrities in society influencing fashion, how we furnish our home, and even the food and drink we consume. The reason to have all these action are not traditional behavior, It all just come out by the Royal wedding and Celebrity. Royal wedding has affected the standard how about wedding should be. Media showing the Royal or Celebrity wedding over the world by television. The audience will try to follow or copy the wedding in the design, dress, picture angle and style. You can compare the different of photography royal family with Hong Kong people. (picture 1-2) S. Holmes and S. Redmond (2006:60) agree, â€Å"Adulation, identification and emulation are key motifs in the study of celebrity culture. The desire for fame, stardom, or celebrification stems from a need to be wanted in a society where being famous appears t offer enormous material, economic, social and physic rewards† Some wedding they will design a souvenir, it based on royal wedding souvenir, they are giving a cup, a little decorative items. (pictures 3-5). Those item were made without any purpose, there has not use value. It was created by â€Å"emulation†, If we see clearly about need is a concept without desire or personal require. It just system twisted desire to be rationalize and abstract. J. Baudrillard, (1988: 161). The new wedding behaviors have no meaning, but it getting to change be traditional behaviors, People getting to believe the new wedding behaviors are important in wedding. Media, Photo, Video, Facebook help wedding behavior explode to everyone, then people try to duplicate their wedding same as what they saw, after 100 times duplicate, people think new wedding behaviors are inevitable and right. Facebook network bring the wedding to a half public space, people post photo, in addition everyone got camera, it make wedding can’t escape to be public. In this status the bride and groom will change to be well know in their area. It is the reason to reinforce they have new wedding behaviors, because the wedding is in the public space, masses will know how’s the wedding look like, masses will discuss about, wedding transform to be a issue. The great amount of representation, people gradually lose the reassessment on new wedding behavior. According to C. Mclninch(2008) â€Å"Assimilation being further affirmation of the individual’s mastery of an idea and of the individual’s place in the world in reference to that idea. In view of new wedding behaviour related to culture industry, in that case they are unity, repeat, deception, falsehood, operation and forcibly. Hyper- reality or media accelerate new wedding behaviour to intrude our mind and it permeates our mental. J. Baudrillard(1988:98) said â€Å"as a sort of historical attraction to the second degree, a simulacrum to the second power. † The new wedding behaviours are deception and falsehood; the wedding photography companies build up a hyper reality land for the bride and groom to takes photos. There normally like a Destiny land or cinema studio, people can easy to cross around the world, they imitate Beijing the Forbidden City, Europe church, USA Main Street and something you can expects (picture 6-11). Because of the high emulation building complex, Human the examination will get weak. At the same time there is not original emulation, consequently human will forget how is the real Forbidden City look like, human impress is the emulation of Forbidden City, Reality will cover by Simulation. J.  Baudrillard(1988:113) believe â€Å"The Disneyland imaginary is neither true nor false: it is a deterrence machine set up in order to rejuvenate in reverse the fiction of the real. Whence the debility, the infantile degeneration of this imaginary. It’s meant to be an infantile world, in order to make us believe that the adults are elsewhere, in the â€Å"real† world, and to conceal the fact†¦Ã¢â‚¬  The Disneyland is really similar the wedding company’s studio, they smash down â€Å"I believe what I see†, because mess media cover us with simulation. With presentations â€Å"The medium is the message. This is merely to say that the personal and social consequences of any medium – that is, of any extension of ourselves – result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology. † M. Mcluhan(1964:124) Nowadays Hong Kong people highly depend on Internet, News geometry level to spread out. In an hour we can’t imagine how many viewer in one title of news. But we never perform an in-depth investigation on the news viewpoint, The director of â€Å"Simone† Andrew Niccol(2002) said† It’s easier to make 100,000 people believe than just one. Media really understand Niccol speech; Media selective represent the true in the society, Media will try to test the masses, find out which part of true the masses will accept, afterward media will simulacra then keep representing. Different news media represent news in different way, even in same issue, base on reporter viewing point, the news head tittle and visual representation are influence the masses how understanding the message. For example in Protest at Dolce and Gabbana store in Hong Kong follows alleged ban on photography. To analyze the tittle, picture, editing and emulate. It all started when a local tabloid newspaper reported that security guards stopped people from snapping pictures outside its flagship Hong Kong store in Canton Road. What really incensed local sensibilities was that one of the doormen apparently told a local man that the photo ban was not extended to Mainland Chinese tourists. That prompted a barrage of online comments on Hong Kong web sites accusing D&G of blatant â€Å"racism† and claims that international brands have, in general, become too dominant on Hong Kong streets. Hong Kong has 54 different Daily newspapers but in this news just only reported by one daily newspaper name Apple daily. Apple daily represents the D&G news in front page more then 3 days, and every day up loads a video on youtube. Let it explode by the Internet, the title of the first day is â€Å"Evil tyrant D&G said don’t take photo with our window display. † In the begin the tittle haven’t mention any about â€Å"racism†, in the first day video chorus mention Mainland Chinese people allow to take photo, Hong Kong people Go away! , But in that 2:00 video they mention reporter had testing twice to take photo in font of the shop, it will mess up the original happen, because the second time is a truth effect or reality effect. In the video never showing any people who represent D&G say any about â€Å"racism†, The only said â€Å"racism† was the chorus. Previously had been mention when human facing great amount of representation, people gradually lose the reassessment, public haven’t ask for the video clip with the actual D&G staff to said about â€Å"racism†. The Second day, other daily newspaper start to mix into this hyper reality project, but they all just present on a tiny space of a whole page, the video just report how masses feel about D&G with the no snapping issue. On another hand April daily used the tone on the presentation was totally different, they keep used the front page on D&G issue, Video-showing peoples taking photo in font of the D&G store with a tittle †D&G very obstinate, everybody snap a shot!. † The intention is obvious; they try to encourage people to take a photo in font of D&G store. They find out the masses most interesting in freedom and racism problem on the D&G issue form all those comments about the first video they post on youtube. Then third day apple daily got a celebrity take picture in font of the store, and report facebook had a group, hadn’t mention who create the group, just mention who many people â€Å"likes†. You can see how media step by step building a simulation. â€Å"Once upon a time there were mass media, and they were wicked, of course, and there was a guilty party. Then there were the viruous voices that accused the criminals. And Art (ah, what luck! ) offered alternatives, for those who were not prisoners to the mass media. †U. Econ(1990:153) , The masses haven’t to seek for What is the reason apple daily need taking photo in font of D&G store, Where is the video clip about D&G said about â€Å"racism†, Who create the facebook page to against D&G Hong Kong store. The masses totally get in to fascination by media. J. Baudrillard(1995:85) think fascination is append on the happen is fading away, when the happen is disappear, people just only facing fascination. He also agree Media is a place of disappearance, because Media is a place to eliminate meaning, message and symbol. The third day on D&G store issue, Apple daily present more then10000 protesters in font of the D&G store, other daily newspaper had different number on the protester result around 10000, a lot of protesters, It really confuse us to know how many protesters in the actual situation. But the D&G protest explodes to different media, TV, radio, Internet. The frequency of representation to increase many times over, the focus point form masses is shift to Are we need to attend the D&G protest? The masses totally forget why apple daily need to take photo in font of D&G store. Since the frequency of representation the second day of the protester had redoubled. Apple daily the tittle for fourth day was† When D&G will apologize. †, media to drive masses request D&G apologize, D&G have no alternatively to provided press release about apologize for specific staff indiscretion. In that short-term Apple daily create an untrue speech to be a speech had more then 40000 people believed. Everything just a media using information technology create a simulation, simulation dominate our world, the between representation and objective, notion and object there has no any distinction. â€Å"We live in a world where there is more and more information, and less and less meaning. † J. Baudrillard(1995:98) proved Media montage numerous similar massages, a lot of them are without meaning, and media is leads masses to a lost area. Truth sneak into different shooting angle or retouching it will change to â€Å"effect† base on technology create a â€Å"truth effect†, media exploit these â€Å"effect† to attract masses or try to affect their judgment, Media is mislead the public with prevarication and deliberate falsehoods. â€Å"Seeing is believing† is can’t apply on nowadays news anymore. Besides they can pretense that turns into reality, Apple daily also is the first daily newspaper using 3d animation to represent news; They start it from the 3d pictures (picture x), in this few years they develop to 3d animation. They call that 3d animation news in â€Å"action news†. â€Å"Action news† that animations story are composite with different people information about the news, plus editor arrange and computer graphics try to fitting in with the story, to build up a lively and realistic way to present the â€Å"truth† they consider as, let the public can more understand to discuss about the topic. Even apple daily everyday will produce 10 to 15 news to â€Å"action news† but not every single news will adding with animations, normally they base on text characterization, then adding some information are hard to distinguish real from imitation. For example on â€Å"one action news† from 3/4/2010, compares the text version and the animation version, there had add many extra parts in the case like Beach dating, the defendant had take off victim’s clothes, the victim crying in font her mother and how the situation and expression when policemen search the defendant flat, those plot in text version haven’t any mention about, but they are the news plot form â€Å"action news†. (Reference 2) In fact, a lot information form the case haven’t explain really detail like background, but in â€Å"action news† had been explain really clear, How does the flat look like of the victim and the defendant, even floor and furniture in the flat, â€Å"action news† they present it all to the masses, compare other news daily information about the same news, had not mentioned any information about their flat. How apple daily know how their flat look like? How they know the victim must cry when she express to her mum. Obviously, â€Å"action news† had push picture represent news to an other level, It help media easier to arouse masses emotion, to cause masse consume, base on J. Baudrillard (1995:129)â€Å"†¦the original and the distinction between reality and representation vanishes. There is only the simulacrum, and originality becomes a totally meaningless concept. † Since original had be represent that is not truth any more, is just a concept. Now â€Å"action new† steps in to another level, using simulations to show â€Å"real†, Through our common sense to create the â€Å"real† they though, that is â€Å"hyper reality â€Å" They are deliberately to copy same as â€Å"real†, naturally masses start believe â€Å"hyper reality†, gradually masses forgot the truth. Along with media science and technology rapid development, nowadays media has different way to copy â€Å"real† or simulacra, like building, video, retouching and 3d animation. It increase human or media the confidence and ability to control â€Å"real†. Media and consume society operate our behaviour, When we look back at history, we just find out many no meaning behaviour or simulacra, we never find individual idea and original. Technology brings out human the power and desire control â€Å"real†. We step by step fall into hyper reality. In addition different government, structure and organization they got their own reason to hide the â€Å"truth† to the public. Now even a ordinary people represent him / her self in facebook. How many facebook user equal or more then how many simulacra, News and wedding are just only part of our life, but we are trapped beyond hope of rescue.

Wednesday, October 23, 2019

Post modern architecture

Watchtower I have chosen to research post modern architecture. This piece is called â€Å"Watchtower† by Sigma Pole in 1984. He used a synthetic polymer paint and dry pigment on patterned fabric. He is a German painter. He grew up in East Germany but moved later with his family to West Germany in Witch. He studied at the Academy of Art. He was Inspired by the â€Å"Capitalist Realist† ant-style art. He has created a unique design with scaffold In this painting.It Is suggested to be a concentration camp (momma). It could be a hunters blind or even a guard's post. Pole used many combinations to complete this appalling with extended paintings of the watchtower and varying the scenes around it. He used a phosphorescent glow to accent the towers top. Pole used an abstraction along with many images to form this interesting painting. I like the textures of the background patterns on the left hand corner. It looks like it could be a metal material. There is even a path leading to the watchtower ladder and designs and lights for abstract detail.Post modern architecture was a movement of international style beginning from the designs in the sass's but coming into effect in the sass's. It is a different type of art. In my opinion, It Is futuristic with the use of older designs. It has a sense of motion with the lights and many patterns. Pole Is known for his use of multiple media wealth one canvas (earthlier). This Isn't your typical architecture but it does include the elements to appear as an architectural design. Work cited The Museum of Modern Art, Momma Highlights, New York: The Museum of Modern Art, revised 2004, originally published 1999, p. 6 www. Earthlier. Com but moved later with his family to West Germany in Witch. He studied at the Academy of Art. He was inspired by the â€Å"Capitalist Realist† anti-style art. He has created a unique design with scaffold in this painting. It is suggested to be Pole used many combinations to complete this painting with extended paintings of art. In my opinion, it is futuristic with the use of older designs. It has a sense of Pole is known for his use of multiple media within one canvas (Ritchie). This isn't revised 2004, originally published 1999, p. 306 www. Ritchie. Com

Tuesday, October 22, 2019

Two Women One Struggle essays

Two Women One Struggle essays The name Ann Frank has become so popular from a required reading in high school that she needs little introduction. She was a school girl in Nazi Germany, during World War II, that was forced into hiding because she was Jewish. This particular essay gives you some of her earlier diary entries that give you a view of her life before she was in hiding. Our second essay, The long Good-Bye, was written by a women named Amanda Coyne. She gives us a look at what family life is like in a Federal prison. My essay discusses the similarities and differences between Franks point of view in writing to her friend Kitty-a diary and Coynes in reporting Mothers day at the federal prison. In both situations rights have been removed and have been replaced with more restrictions, but the women try to hold on to some of their natural habits. In Amanda Coynes essay, she observes a group of women trying to let go of their surroundings and remember what it was like on the outside by sampling each others perfumes. It seems that Charitys uncanny talent for divine brand names is perhaps nowhere on earth more appreciated than here with these sensory-starved inmates,(pg195) Coyne describes. The women in the federal prison are also limited to there dress code. Women arent allowed to wear shorts that are to short and are regularly checked by security guards. Coynes sister Jennifer tells them a story about one of the main security guards named Ponytail, She is also the toughest guard here, particularly in regards to the federal rules governing exposed skin.(pg195) These are a lot more petty the restrictions that Ann had to face. In her diary she gives us some examples, Our freed om was severely restricted by a series of anti-Jewish decrees: Jews were required to wear a yellow star; Jews were required to turn in their bicycles; Jews were forbidd ...

Monday, October 21, 2019

Rond and round the wagon train essays

Rond and round the wagon train essays Technology is a crucial ingredient of health care. All health care consists of human interaction, the application of technology, or mostly both. John Harveys Video; Round and round the wagon train looks at the financial, technological problems of NHS in the district of Shropshire during 1989. Ken Morris, the general manager of local health authority of Shropshire has estimated an additional spending of 2 million over the estimated budget of 80 million for the year. District chairman, Mr. Frank Jones (also the chairman of Telfort; a fast growing new town in middle of Shropshire) appointed Ken Morris is looking forward opening a new hospital in Telfort. The hospital would be equipped with new and latest medical instruments, which might help bring down the waiting list which at present is amongst the highest in the U.K. There were ten cottage hospitals in Shropshire of which six have been closed so far. Doctors, nurses and the patients are not happy with the way things are going and wit h continuous change of plans and they want to preserve the cottage hospital. John Harvey during his first meeting with Ken observes that he is very relaxed about the waiting list and spending of 2million pounds over the budget. Over the next board meeting Ken convinces that it would be best to close down another cottage hospital. The operational problems are overlaid by political situations. The hospitals are run and managed poorly and are not in a very good state. Shropshire requires better and pointed management along with better understanding of strategy by the doctors. This would help people understand what management is doing. Management needs to gain the confidence of local people by preserving the cottage hospitals. Poor networking had further complicated the problem; everyone is blaming someone or the other for the flaws in the system. The whole problem requires a unified approach and public support, until radical changes ar...

Sunday, October 20, 2019

Suzy Bishops Books in Wes Andersons Moonrise Kingdom

Suzy Bishop's Books in Wes Anderson's Moonrise Kingdom Wes Andersons  Moonrise Kingdom  is a story about young love that was written by Anderson and Roman Coppola. Filmed in Rhode Island in 2011, the film was released in 2012 to critical acclaim and was nominated for an Academy Award for Best Original Screenplay, as well as for the Golden Globe Award for Best Motion Picture - Musical or Comedy.    In the movie, Sam, a Khaki Scout at camp on the island of New Penzance, runs away with a local girl, 12-year-old Suzy Bishop, who shows up at their appointed meeting place with her kitten, her brothers portable record player and a suitcase filled with books. While the books are a creative film prop, they are essential to understanding Suzys character and its fantastic that she reads them to Sam throughout their adventure. Suzy Bishops Books The six fictitious  books that Suzy packed in her suitcase were stolen from her public library and included  Shelly and the Secret Universe, The Francine Odysseys, The Girl from Jupiter, Disappearance of the 6th Grade, The Light of Seven Matchsticks and The Return of Auntie Lorraine. You can learn more about them and listen to Suzy reading from them in this animated short. According to the producer of the film, the animated shorts were originally going to be part of the movie. Artists were hired to design the covers of the books as well, which are prominently displayed in the film. After giving it further thought, Anderson decided to shoot the characters faces as they read excerpts from the  books rather than show the animated shorts. The end result displays more of the character development and leaves some interpretation to the viewers imagination while allowing for snippets of a story within a story.   Although the books are quite charming - both in their creative conception and in the film - they are not real. Anderson wrote only the excerpts that are read aloud in the film. Pertaining to Suzys character development, the titles of the books loosely adhere to the overall plotline of the movie. From Suzy and Sams secret universe that theyve built for themselves, their odysseys, Suzys dark internal world, to returning back home, Suzys books offer an imaginative outlet for their summer adventure. Books in Wes Anderson Movies Books have played a key role in many of Wes Andersons movies. Take for example  The Royal Tenenbaums, which itself was entirely framed as a book. The viewer sees the book checked out of the library at the movies beginning and shots of the chapter pages throughout the movie. No fewer than four characters in The Royal Tenenbaums are professional writers.   Anderson takes great care to create and establish realistic details in his movies, whether it be books, maps or cities. This thorough attention to detail is a key element of the movie-goers experience, allowing viewers to feel as if theyve just stumbled upon an entirely new universe.

Saturday, October 19, 2019

SWOT Analysis for McDonalds Essay Example | Topics and Well Written Essays - 1500 words

SWOT Analysis for McDonalds - Essay Example The role of SWOT analysis is to take the information from the environmental analysis and separate it into internal issues (strengths and weaknesses) and external issues (opportunities and threats).† The purpose of this paper is to perform a SWOT analysis on McDonald’s. In the process of this analysis, the objectives it pursues; the methods by which it has grown in size and the reasons the company might have had for choosing those methods; and the political, economic, socio-cultural, and technological (PEST) factors which are shaping the external environment in which the company is operating will be thoroughly examined. McDonald’s names their vision statement as, â€Å"We envision a supply system that profitably yields high-quality, safe food products without supply interruption while creating a net benefit for employees, their communities, biodiversity, and the environment† (McDonald’s, 2008, pg. 1). The company holds a number of principles as well, claiming, â€Å"Our work toward a socially responsible supply system is motivated by our commitment to our customers, leadership on sustainability issues, and our desire to ‘do the right thing’† (McDonald’s, 2008, pg. 1). First of all, they pledge to find solutions to how their supply chain is affected by both the natural and social worlds through the utilization of a systems-based approach. Second, when they plan their objectives, they set their sights on long-term goals. Third, from a globally operational standpoint, they pledge to focus on the local needs of the area in which a particular restaurant or chain of restaurants is operating. Fourth, they strive to use the best science possible upon which to base their strategies. Fifth, they work to continuously improve through building positive relationships with their suppliers.  

Friday, October 18, 2019

Analysis of Group Processes Essay Example | Topics and Well Written Essays - 1000 words

Analysis of Group Processes - Essay Example Group Overview This group has been formed for the purposes of attaining a particular objective. The primary directive of the group is to provide Death Star Hospital (DSH) with clear directions on how to achieve a better healthcare service delivery in Death Star Hospital. The group is made up of seven people, all from different hospital departments. Each member has their own responsibilities, and in working together the group is able to meet its targets and obligations (Hogg and Tindale, 2001). The group is tasked with formulating a way through which DSH will increase efficiency in all its departments to ensure a better quality service is delivered to patients. Members of the Group 1. Yoda: Team Manager Yoda is the most learnt member of the group; he is a hospital administrator. His creativity, positive thinking, passion and dedication make him the right man to be at the helm of the group. He easily interacts with people and has a witty sense of humour. We nicknamed him Yoda because o f how he is able to perceive what one wants to say when having difficulty in explaining oneself. Despite being a highly ranked member of the hospital management, he prefers working in the ‘trenches’ with the rest of staff, as he loves his work. 2. Leila: HR Manager When she arrived in Death Star Hospital three years ago, the human resource department was on the verge of being scrapped from the company due to its unproductiveness. Leila single-handedly brought the department back to life, and it is one of the most efficient and productive departments within the hospital. No challenge is too big for this young lady; she is extremely proactive when it comes to finding solutions in case any problem arises. However, her strict attitudes make her come across as aggressive in situations that involve confrontation, and she can be extremely intimidating. 3. C-3PO: Health Science Librarian C-3PO is the Health Science Librarian at DSH and she is held in high regard among her peers in the industry. C-3PO believes in self-drive and is not patient with people who delay her progress. She has excellent people skills. 4. Luke: Chief Resident His high level of expertise makes him a highly experienced doctor within DSH. He is a conservative person and does not talk much during work hours. He does not take personal or professional attacks lightly, and he tends to be very defensive if his department comes under fire. He has gotten himself into trouble with the hospital administrator for putting the needs of his department in front of the hospital’s needs. 5. Darth Vader: Financial Manager His impeccable cost cutting mechanisms are unmatched within the hospital. Darth Vader had climbed the corporate ladder to the manager position within the first four years of joining Death Star Hospital. Sometimes he gets too personal when hospital departments abuse their budget allocations. He is a good team player and a good listener when people give him suggestions and ideas . 6. Landor: System Analyst Landor has been with DSH for around six years now; he is currently the head of the hospital’s IT department. He was instrumental when DSH was switching from a manual system to a computerised one three years ago. He is a good communicator and is able to determine user requirements without fail, and he delivers each and every time even when given short deadlines. 7. R2-D2: Chief Nurse R2-D2 is the head of the nursing department of DSH. Even though she is young, she maintains a high

Critically examine the added value the HR dept has made to improved Essay

Critically examine the added value the HR dept has made to improved company performance - Essay Example Having segregated itself from the Sears group in, 1998, the Selfridges group started out with an investment of 100 million pounds. This was diverted towards the opening of its second store in Trafford Park. This mall houses 280 stores and enjoys a wide clientele from various parts of Europe and the rest of the world. (Hutchison et al, 2003) The human resource role and organisational turnaround have been discussed in this paper from the point of view of the premise of competitive advantage as follows: The world of commerce in this era is one where there is an amalgamation of a global market place as well as the theories of competitive advantage with the strong backing of innovation. (Green, 2002) Any marketer or producer in this modern market place needs to adhere to these practices and theories in order to gain any measure of success, whether small or big. In this regard, the role of the HR element in Selfridges plays on its overall brand equity and effective goal achievement program. (Park, 1994) Before delving any deeper into the paper, let us fist consider the elements of the modern world of commerce. The world has shrunk to accommodate the limitations of the geographical demarcations and expanded to transgress the same by reaching out to people from all corners of the world. (Tirole, 1990) This has triggered a phenomenon called the global village concept, which is basically depend on the information technology, communication and a unified mode of business and commerce. Thriving in this global scheme of things indicates an affiliation with keeping abreast of what is going on in every corner of the world and adapting oneself to make profits accordingly. (Hutchison et al, 2003) This is owing to the fact that a manufacturer can now see his name in the most unexpected of places and in order to get there, he needs to be able to keep with the latest and improvise on the same to create

Violence and Aggression in Sports is Because of the Media Research Paper

Violence and Aggression in Sports is Because of the Media - Research Paper Example A conclusion will hence be drawn as to the validity and weight of the thesis of the essay and a possible means of reducing violence and aggression in sports suggested. Introduction Violence in the field of sports is the physical and verbal actions executed during, around or directly linked to a sports event that are over and beyond the stipulated guidelines of fair play (Atyeo, 2000). This may be a boxing match, football, martial arts or even wrestling. These acts can and to include intentional assault of opposing players, abusive language and gestures towards referees. Threats also constitute violence. The violent and aggressive behavior witnessed in sports is as a result of the content of media coverage. Media (print, televised, audio and networked) has in the past swayed opinions, created and advanced perceptions and supported/ instigated different actions from the public they reach. However, it is worth noting that the media sometimes promote violence in sports unintentionally th rough live coverage. For example, the National Hockey League (NHL) of Northern America is characterized as lenient and supportive of gross misconduct, such as fighting between players. Hockey fans are entitled to watch the matches and the media is there to facilitate and satisfy this desire but its failure to censor occurrences of physical fights has in the past resulted in instances of violence perpetrated by the fans. ... the role media has played in fostering and fuelling acts of violence and aggression by sports enthusiasts and fans before, during and after sports events proving that the media coverage actively leads to and causes violence and aggression in sports. Discussion Giulianotti and Armstrong (2003) state that, â€Å"Modern day sports violence has its roots in western countries and was widely linked to the broadcasting of games on television sets† (p. 6). Popular belief suggests that initial cases of violence were directed and conducted by the working class individuals in an attempt to reclaim the various sports events which were primarily reserved for the rich and affluent members of the society. A decade later, similar incidences of hooliganism sprung up in more countries in Europe. The main reason the media creates and showcases sports violence and aggression is for the purposes of profit maximization through increased viewership and purchase of magazines and newspapers. The socie ty we live in is such that negative reports such as violence, deaths and accidents, during events attracts a considerable amount of public attention as opposed to more informative topics such as economics, healthy living, reforms among others, and the media utilizes this to its advantage. It is for this reason that the media will capitalize on every single opportunity that presents itself to report of violent incidents in sports events, with some glamorizing them and the perpetrators either with or without the knowledge that by doing so, they are just helping to polarize fans depending on their club loyalties. Children watching and reading the reports grow up knowing or thinking that violence in sports is something, which is normal and with such a trend, hooliganism in sports will never be

Thursday, October 17, 2019

Future plans for education and career Essay Example | Topics and Well Written Essays - 500 words

Future plans for education and career - Essay Example The actual work environment could be described as a both traditional and or less traditional. In this regard I expect that I would be working traditional hours with like minded and talented people in an office setting. However where this job differs from other working environments is that most programming firms that I have been exposed to typically have a more relaxed approach to the work environment such as casual attire and relaxed approach normal workplace interactions. There are five aspects about this field that interest me, the first of which is that assuming programmers are skilled and can manage reasonable workloads it has been my experience that they enjoy a high level of job security. As a second point, the field is always changing and I personally believe that this makes the job tasks very interesting. Moreover, programmers need to deal with a multitude of different clients that need a multitude of different solutions which also keep the work content fresh. Building on thi s precious point it that programmers often get to work with some of the most sophisticated equipment on the market. As a final point, it could be argued that programmers are well compensated for their work. List the course numbers and titles for all the prerequisites you must take prior to entering the degree program.

Young Goodman Brown Essay Example | Topics and Well Written Essays - 500 words

Young Goodman Brown - Essay Example He decides to go on this journey in the middle of the night through a forest. His wife urges him not to go alone because she knew that something suspicious was going on but he wanted to discover the truth even though he feared his own actions. It was clear that he was having second thoughts about his journey as he says, â€Å"†¦. Methought as she spoke there was trouble in her face, as if a dream had warned her what work is to be done tonight. But no, no; 't would kill her to think it† (Young Goodman Brown, Web). His willingness to go on this journey shows his desire of finding out answers about his life as well as Puritan beliefs. After meeting his fellow traveler who asked him about being late, Goodman replies by saying, â€Å"Faith kept me back a while," (Young Goodman Brown, Web). By faith, Goodman either meant his wife or even his belief and faith in God which required him not to go on this journey. In the story of Young Goodman Brown, the character of Goodman Brown is driven by his own desire of discovering the truth about his fellow members of the Puritan community. The setting of this story is such that Goodman starts imagining fear and evil everywhere along his route in the forest. He says, â€Å"There may be a devilish Indian behind every tree†¦

Wednesday, October 16, 2019

Future plans for education and career Essay Example | Topics and Well Written Essays - 500 words

Future plans for education and career - Essay Example The actual work environment could be described as a both traditional and or less traditional. In this regard I expect that I would be working traditional hours with like minded and talented people in an office setting. However where this job differs from other working environments is that most programming firms that I have been exposed to typically have a more relaxed approach to the work environment such as casual attire and relaxed approach normal workplace interactions. There are five aspects about this field that interest me, the first of which is that assuming programmers are skilled and can manage reasonable workloads it has been my experience that they enjoy a high level of job security. As a second point, the field is always changing and I personally believe that this makes the job tasks very interesting. Moreover, programmers need to deal with a multitude of different clients that need a multitude of different solutions which also keep the work content fresh. Building on thi s precious point it that programmers often get to work with some of the most sophisticated equipment on the market. As a final point, it could be argued that programmers are well compensated for their work. List the course numbers and titles for all the prerequisites you must take prior to entering the degree program.

Tuesday, October 15, 2019

A Time to Kill Essay Example for Free

A Time to Kill Essay I want to tell you a story. Im going to ask you all to close your eyes while I tell you the story. I want you to listen to me. I want you to listen to yourselves†¦. Can you see her? Her raped, beaten, broken body soaked in their urine, soaked in their semen, soaked in her blood, left to die. Can you see her? I want you to picture that little girl. â€Å"Now imagine shes white! † (Schumacher, 1996) In the 1996 release of his film A Time to Kill, film director Joel Schumacher submits a formidable adaptation of John Grishams 1989 legal thriller novel of the same name. The film’s plot, set in the Deep South (Mississippi) involves the rape of a young black girl and the arrest of white rapists responsible and their subsequent murder by the girls father. The remainder of the film then focuses on the trial of the killer, who surprisingly chooses a young unheralded white male lawyer to defend him. At issue are several questions, to be approached and responded to from the Christian tradition. The questions are as follows: 1. Why does Carl Lee take the law into his own hands? 2. Why does Jake take Carl Lee’s case? 3. Jake indicates to Carl Lee that they are friends. Carl Lee corrects him quickly. What is Carl Lee’s rationale? Race, defensibility, access to resources 4. Explain the impact of the 2 psychologists’ testimony. 5. Explain the impact of the deputy who was shot during Carl Lee’s revenge. 6. Why is Jake’s closing argument so effective? What type of strategy is he using? 7. Why does Jake bring his family to Carl Lee’s party at the end of the movie? My summation is as follows: (1)Carl Lee decides to take up arms once he is confident that the violators of his daughter would likely walk free or receive light punitive sentences for their vicious assault. Quite frankly, while his lawyer vies to go for he insanity defense, Carl Lee informs all that he, in fact, was not insane during commission of the murders. What is clear is that, due to the racial climate, Carl Lee felt that ‘justice’ could only be served in this instance †¦ if he meted it out himself as prejudice would surely veil justice as it had many times over. â€Å"Yes, they deserved to die – and I hope they burn in hell† (Schumacher, 1996) is Carl Lee’s response when asked what would’ve been a fair sentence to those that nearly fatally assaults his daughter. (2)It is my opinion that Jake takes on the case of Carl Lee due to several factors. My first notion is that he felt as if he and Carl Lee were ‘neighbors’, as Carl Lee’s brother had previously been helped by the lawyer; not to mention that both men had daughters that were practically the same age. Moreover, while Jake was fully aware of the practical possibility of the rapists ‘getting off easy’, he realized that racial prejudice within the law was unjust. He seemed to relate to and understand Carl Lee’s plight and providing a good defense was ultimately the ‘right thing to do’. (3)While meeting his client in jail, Jake makes the naive mistake of referring to Carl Lee as a friend. Understandably so, Carl Lee takes offense to such a characterization as he reminds the counselor that he had never visited the home of this ‘so-called’ friend and also that their girls (while peers) would never have the opportunity to play together. Carl Lee goes on to dispute Jake’s naive approach to race relations in the South and informs him (Jake) that he is, in fact, ‘the enemy’. Carl Lee grabs his assessment of their relationship primarily due to his pragmatic world view. He was Black and Jake was white. More importantly to Carl Lee was that the jury, which held his life in their hands, would also be lily-white. Jake was not chosen for representation due to friendship or otherwise; but, simply because he would be in a better position to understand what would be needed to convince white people to view the world (and thus his situation and/or circumstance) differently. Carl Lee would add, â€Å"You are my secret weapon because you are one of the bad guys. You dont mean to be but you are. Its how you was raised†. (Schumacher, 1996) (4)On the witness stand, during the trial of Carl Lee, there was expert testimony from separate and distinct psychologists’. The one, a Dr. Rodeheaver, the more impressionable of the two, was an agent of the State. Dr. Rodeheaver’s testimony, while definitely stirring, seemed to shed light on civil injustices used to finance the State’s mental institutions. This testimony, which ordinarily would have been discredited, , was seemingly taken with a ‘grain of salt’ by the all-white jury who did not think outside of the black/white dichotomy. Another psychologist, presented as a ‘defense’ expert would wound up hurting his own cause as he was exposed as a drunken ‘has-been’ bearing no confidence and even less self respect. (5)While carrying out what he surely felt was ‘justice’, Carl Lee (father of the assaulted child) mistakenly shot a town deputy. This deputy, who had to undergo an amputation due to Carl Lee’s recklessness, proclaimed to the jury, the judge and the world, â€Å"I got a little girl. Somebody rapes her, hes a dead dog. Ill blow him away just like Carl Lee did†. (Schumacher, 1996) Deputy Looney goes on to command the jury to â€Å"turn him loose† regarding Carl Lee’s future. The impact of Looney’s testimony, I felt, was a breakthrough in the case as ‘finally’, it seemed that a white face (and one that was nearly killed by the gunfire) was relating to the injustice prevalent in Deep Southern courthouses. Whether proximity or empathy, Deputy Looney’s testimony certainly opened eyes in the courtroom and the viewing audience; it actually got the jury to thinking†¦. †what would I have done, IF I were Carl Lee†? (6)During the movie, Jake calls on God – in the form of human resource, as he seeks advice from his debunked mentor; a former law professor who tells him, â€Å"Your job is to find justice no matter how well she hides herself. And, struggle as he may, even at one point willing to cop a plea, Jake throws all caution to the wind (even at the cost of losing his everything) to find the truth. In his closing statement to the jury, he states, â€Å"I set out to prove a black man could receive a fair trial in the south, that we are all equal in the eyes of the law. Thats not the truth, because the eyes of the law are human eyes yours and mine and until we can see each other as equals, justice is never going to be evenhanded. It will remain nothing more than a reflection of our own prejudices, so until that day we have a duty under God to seek the truth, not with our eyes and not with our minds where fear and hate turn commonality into prejudice, but with our hearts where we dont know better. (Schumacher, 1996) As denoted in this paper’s opening quote, Jake Brigance uses the juror’s own hearts to free their souls. Having been primed by Deputy Looney, the jury (and the viewing audience) finally is able to realize their own veiled prejudices; and, it is this ‘affect’ that brings warmness to all witnessing Jake’s rhetorical deliverance. Whet her we would have done as Carl Lee did, we now could definitely ‘feel’ what he must have felt as an (excluded) individual seeking justice. (7)The last scene of the film brings the point of community to the forefront. By inducing inclusion into the hearts and minds of the all-white jury, Jake is able to obtain a ‘not guilty’ verdict. Just like in a Rocky movie, viewers were cheering the underdog on by film’s end. Naive in his approach†¦. inexperienced in matters he’d just overcome, Jake (victorious, acclaimed and relieved) sought to validate his sincerity by visiting Carl Lee’s home. As mentioned, while fully aware of the social climate (as it pertained to race), Jake had and still remained an idealist – seeing a world without racial walls. The world had showed him a different reality; yet, still, ever the dreamer, Jake was insistent. If he and Carl Lee weren’t â€Å"friends’ before, Jake saw no reason why they should not be. Moreover, according to Jake – his diluted view of race relations may have been needed to be updated – but the idealistic nature of his being (a color equal world) would need to exhibit what he envisioned. Carl Lee had once told him that their daughters would never play together. I smile as I type that †¦ Jake realized that he (as a white) would need to extend the olive branch to address the racial situation from the top-down, as opposed to the bottom-up angle he once believed. And finally, Chapter 5, Building Community (Windley-Daoust, 2008) articulates the importance of ‘community’ as a human survival tool. Specifically, it addresses Jesus’ idea of whom and/or what constitutes a ‘neighbor’ as it is mentioned that we ought to love our neighbor as ourselves. Neighbor, as it meant in the Gospel, simply means ‘all’. The subject of exclusion versus inclusion (in the sense of community) is discussed at depth within the chapter †¦ and, it is to that end that I address the question presented within the text. †¢Ã¢â‚¬Å"Who is excluded from a community to which you belong? Why are they excluded? How does their exclusion hurt them? How does it hurt the whole community? † (Windley-Daoust, 2008, p. 151) I actually had a struggle with answering this question because (initially) I took the inquiry personally. Having virtually no prejudices to mention, I couldn’t figure out how to answer succinctly; but after thought, the question doesn’t address me or my outlook but rather that of my community. That being said – the most ‘excluded’ of my community would have to be those that are addicted to crack cocaine. Strangely enough, those that distribute the highly-addictive substance within and throughout my community are lauded and placed on economic pedestals while those that actually use the peddled product are oft-times ostracized and detested as ‘less than’. I would suppose such an attitude is employed due to the personal (proximal) damage done by the users (i. e. , thievery, child mistreatment, uncleaniness) which cause such an position against all; yet, â€Å"the way we treat others is based on the way we view them† as elucidated in our text. Windley-Daoust, 2008, p. 151) What is lost in stereotyping ‘crack heads’ within the community is the danger of ‘pigeon-holing’ an entire segment of the population, thus depriving them and ourselves of the God-given gifts and talents that they possess. Moreover, it is not uncommon to hear people say that â€Å"once a crack head, always a crack head†; which many times will compel an individual to believe that they have little or value to add to such a huge human existence. With education and understanding (and prayer), hopefully, the community ‘at large’ will come to realize that addiction is a disease and that drug use is merely a symptom of a much larger societal ill. And, as long as ‘exclusion’ on any level exists, we (as a collective) will always fall short of reaching our human potential in the eyes of God.

Monday, October 14, 2019

Ruxolitinib for Intermediate-2 Primary Myelofibrosis.

Ruxolitinib for Intermediate-2 Primary Myelofibrosis. Critical appraisal on the use of ruxolitinib for treatment in adult with intermediate-2 primary myelofibrosis. Introduction: Patients with primary myelofibrosis are prone to develop complicated infection due to defect in their humoral immunity. In addition, patients may develop complication such as portal hypertension, splenic infarction (which may lead to nausea, vomiting and shoulder discomfort), osteosclerosis, hypertrophic osteoarthropathy, occasionally periostitis, spinal cord compression, seizures, haemoptysis and gastrointestinal (GI) tract bleeding. (6, 7, 8, 9) In UK, Novartis holds the marketing authorisation for oral formulation. Ruxolitinib works by inhibiting Janus associated tyrosine kinase (JAK1 and JAK2) protein signalling. Ruxolitinib (Jakavi) is licensed for the treatment of disease related splenomegaly or symptoms in adult patients with primary myelofibrosis, post-polycythaemia vera myelofibrosis or post essential thrombocythaemia myelofibrosis but not recommended by NICE.(10) The major adverse drug reaction associated with Jakavi, documented in the summary of product characterisation (SPC) at incidence greater than 10% are urinary tract infection, anaemia, thrombocytopenia, neutropenia, hypercholesterolemia, dizziness, headache, increase both alanine aminotransaminase and asparte aminotransferase, bruising , bleeding and increase blood pressure. Novartis also recorded other common side effect patient experienced incidence between 1-10% was weight gain, flatulence and herpes zoster, whiles tuberculosis incidence was 1%.(3) The following clinical study, COMFORT-I and COMFORT-II trails as well as primary peered review articles Verstovsek S, Masa RA, Gotlib J, et al and Harrison C, Kiladjian JJ, Al-Ali HK, et al published in The New England Journal of Medicine (NEJM) is used to address the questions below; Evidence recommendation for or against the use of ruxolitinib in Mrs MN treatment Pharmaceutical care plan and medication optimisation for Mrs MN. Creditability and quality of evidence The clinical trial from COMFORT-I was a multicentre (USA, Canada and Australia), phase III, randomised, double blind trial (large sample size, n=309) that compared patient treatment in primary myelofibrosis with ruxolitinib (n=155) to placebo (n=154). All patients enrolled in the trial had intermediate-2 risk or high risk of myelofibrosis, a palpable spleen length of at least 5cm and was 18years or above. Patients excluded were those with an absolute neutrophil count of 1x 109/L or less, platelet count less than 100x 109/L. Incyte pharmaceutical funded this trial.(5) The COMFORT-II trial, was a multicentre (Europe with UK inclusive), phase III, randomised, open label trial that compared ruxolitinib (146) with best available therapy n=73 (hydroxycarbamide, prednisone, opoetin, lenalidomide and thalidomide). The trial was funded by Novartis pharmaceuticals. (4) The primary outcome for both trails was the proportion of patients having a spleen volume reduction of 35% or more from baseline and assessed by MRI or CT scan. The primary efficacy outcome was measured at 24 weeks in CONFORT I and 48 weeks in COMFORT II. Also the COMFORT trail (50% of primary myelofibrosis PM) population of patients with different subtypes of myelofibrosis did not reflect the global prevalence (i.e. PM is 30 times more) data reported. In addition the trials were not powered to measure overall survival or to detect statistically significant differences between subgroups (that is sex, myelofibrosis subtype), IPSS risk category or JAK2 mutation status.(1,2,3,4,5) Patient background verse evidence: Mrs MN creatinine clearance (CrCl) is 60ml/ min (normal about 100-125ml/min). The UK guideline for identification, management and referral March 2006 show that, she has stage 2 mild degree of renal function. But from SPC it is unclear, how this will increase Mrs MN risk of taking ruxolitinib. I must point out that Mrs MN is overweight with a BMI of 28 and ruxolitinib common side effect is weight gain (1-10% incidence rate). Mrs MN is capable of carrying out light house or office work from her ECOG status 1. Again patient is taking clarithromycin prescribed by GP, for possible chest infection. Novartis pharmaceutical (Javaki SPC) advises to treat any infection prior to taking ruxolitinib. (3) Mrs MN presenting complain with symptoms of anorexia, lethargy, night sweats, fever and a productive cough is a suggestive of tuberculosis (TB) infection. She is returning from holiday where risk of getting TB infection is high. If Mrs MN is prescribed ruxolitinib, she has high chances of developing complicated TB. Base on the evolution of patient background and evidences, I will not recommend ruxolitinib treatment for Mrs MN. Since Mrs MN will be receiving treatment for tuberculosis (isoniazid/ rifampicin) for at least 6 months, there is significant interaction between isoniazid and clarithromycin. Isoniazid will increase the level or effect of clarithromycin by affecting hepatic or intestinal enzyme CYP3A4 metabolism. Hence clarithromycin dose be reduce when taking with isoniazid and monitor closely. (4, 5, 11) If opting for rifampicin TB treatment, rifampicin will decrease the level or effect of clarithromycin by affecting hepatic or intestinal enzyme CYP3A4 metabolism. Hence, increase the dose of clarithromycin for the duration of treating chest infection.(11) Also, Mrs MN should be advised to recognise signs of liver disorders to discontinue treatment and seek immediate medical attention if symptoms such as vomiting, nausea, malaise and jaundice develop. (11) References: Verstovsek S, Masa RA, Gotlib J, et al. A Double-Blind, Placebo-Controlled Trail of Ruxolitinib for Myelofibrosis. The New England Journal of Medicine.2012; 366(799): 807. Harrison C, Kiladjian JJ, Al-Ali HK, et al. JAK Inhibition with Ruxolitinib versus Best Available Therapy for Myelofibrosis. The New England Journal of Medicine.2012; 366(787):98. JAKAVI, Summary of Product Characterisation. Novartis Pharmaceutical Ltd, http://www.medicines.org.uk/emc/medicine/26991. [Assessed on 07/02/2015] JAKAVI (ruxolitinib), COMFORT-II Clinical Study Fact Sheet. file:///F:/Appraisal%20Assignment/COMFORT-II-ClinicalTrial-fact-sheet.pdf. [Assessed on 08/02/2015]. .JAKAVI (ruxolitinib), COMFORT-I Clinical Study Fact Sheet. file:///F:/Appraisal%20Assignment/Jakavi.pdf. [Assessed on 08/02/2015] Heuck G. Zwei Falle von Leukemie mit eigenthumlichen Blutresp. Knockenmarksbefund. Arch Pathol Anat Physiol Virchows. 1879;(78)475-96. Barosi G. Myelofibrosis with myeloid metaplasia: diagnostic definition and prognostic classification for clinical studies and treatment guidelines. J Clin Oncol. 1999;17(9):2954-70.. Vallespà ­ T, Imbert M, Mecucci C, Preudhomme C, Fenaux P. Diagnosis, classification, and cytogenetics of myelodysplastic syndromes. Haematologica. Mar 1998;83(3):258-75. Jacobson RJ, Salo A, Fialkow PJ. Agnogenic myeloid metaplasia: a clonal proliferation of hematopoietic stem cells with secondary myelofibrosis. Blood. 1978;51(2):189-94. NICE, Ruxolitinib for disease-related splenomegaly or symptoms in adults with myelofibrosis http://www.nice.org.uk/guidance/ta289/evidence . Assessed on 11/02/2015 BNF 68 September 2014 to March 2015. Joseph Appleton K0606850 Group 3Page 1

Sunday, October 13, 2019

Comparison of Cousin Kate by Christina Rossetti and The Seduction by Ei

Compare and contrast Cousin Kate by Christina Rossetti with The Seduction by Eileen McAuley Comparison of Cousin Kate by Christina Rossetti and The Seduction by Eileen McAuley For this essay I have been asked to compare two poems. One from the era of pre twentieth century and one from the twentieth century. The poem from pre twentieth century I am writing about is ‘Cousin Kate’ by Christina Rossetti. The poem from the twentieth century will be ‘The Seduction’ by Eileen McAuley. These two poems have many similarities, but they also have many differences. It is pretty obvious that both these poets have different writing techniques, obviously because they were written in different eras. These two poems which I will be discussing have many similarities even though they were written in different eras one of the similarities is exploitation. In the poem ’Cousin Kate’ the narrator feels she has been exploited by the Great Lord, because she feels he used her to have sexual intercourse. And in ‘The Seduction’ the young girl is exploited by magazines, and the young naà ¯ve teenager actually believed in what the editors wrote about perfect stories of romance and she believed after reading this magazines that it was almost abnormal not to have sexual intercourse. The author of this poem, Christina Rossetti, begins this poem with "I was a cottage maiden." This shows us that the narrator is writing in the past tense the narrator is reminiscing on the past. The narrator is also writing in first person narrative which creates a bond between the author and the reader as if the narrator is talking directly to us. The next line of this poem starts with â€Å"Hardened by sun and air† this tells us that the narrator is a to... ...Cousin Kate’ it was disgraceful as being chaste was highly important at that time. â€Å"Shameless shameful† This live is incongruous an oxymoron the alliteration of the letter ‘S’ also emphasizes the oxymoron. The next line implies his predatory nature and his desire from the beginning of meeting the narrator â€Å"His plaything† The word ‘plaything’ this word is very emotive word it conveys to us the lord’s true intentions of using the narrator just for sexual intercourse. This is also similar to ‘The Seduction’ as in The Seduction the young male teenager buy’s the girl drinks and encourages her to come to the river with him â€Å"’I’ll take you to the river where I spend the afternoons.† This line implies that there is only one thing on his mind and that is not to talk about but to take her chastity as the lord intended to do with the narrator in ‘Cousin Kate’. Comparison of Cousin Kate by Christina Rossetti and The Seduction by Ei Compare and contrast Cousin Kate by Christina Rossetti with The Seduction by Eileen McAuley Comparison of Cousin Kate by Christina Rossetti and The Seduction by Eileen McAuley For this essay I have been asked to compare two poems. One from the era of pre twentieth century and one from the twentieth century. The poem from pre twentieth century I am writing about is ‘Cousin Kate’ by Christina Rossetti. The poem from the twentieth century will be ‘The Seduction’ by Eileen McAuley. These two poems have many similarities, but they also have many differences. It is pretty obvious that both these poets have different writing techniques, obviously because they were written in different eras. These two poems which I will be discussing have many similarities even though they were written in different eras one of the similarities is exploitation. In the poem ’Cousin Kate’ the narrator feels she has been exploited by the Great Lord, because she feels he used her to have sexual intercourse. And in ‘The Seduction’ the young girl is exploited by magazines, and the young naà ¯ve teenager actually believed in what the editors wrote about perfect stories of romance and she believed after reading this magazines that it was almost abnormal not to have sexual intercourse. The author of this poem, Christina Rossetti, begins this poem with "I was a cottage maiden." This shows us that the narrator is writing in the past tense the narrator is reminiscing on the past. The narrator is also writing in first person narrative which creates a bond between the author and the reader as if the narrator is talking directly to us. The next line of this poem starts with â€Å"Hardened by sun and air† this tells us that the narrator is a to... ...Cousin Kate’ it was disgraceful as being chaste was highly important at that time. â€Å"Shameless shameful† This live is incongruous an oxymoron the alliteration of the letter ‘S’ also emphasizes the oxymoron. The next line implies his predatory nature and his desire from the beginning of meeting the narrator â€Å"His plaything† The word ‘plaything’ this word is very emotive word it conveys to us the lord’s true intentions of using the narrator just for sexual intercourse. This is also similar to ‘The Seduction’ as in The Seduction the young male teenager buy’s the girl drinks and encourages her to come to the river with him â€Å"’I’ll take you to the river where I spend the afternoons.† This line implies that there is only one thing on his mind and that is not to talk about but to take her chastity as the lord intended to do with the narrator in ‘Cousin Kate’.

Saturday, October 12, 2019

Facts Surrounding the Film Gone with the Wind :: essays research papers

Gone with the Wind: Directed by Victor Fleming Victor Fleming's production, Gone with the Wind, made an impact on the large amount of people suffering from the depression because of his talent, the storyline of the film, and the 'get away place' it served as. Victor Fleming, the director behind multiple motion pictures, was a very talented man. Before his career in the movie business, he lived an interesting lifestyle. Fleming's days before being famous are reported in multiple reference books and online documentations such as the Victor Fleming biography (written by the AEC One Stop Group Incorporated  ®). He was born in Pasadena, California, on the twenty second of January in 1889. Fleming was a racecar driver and chauffeur in his earlier days. Most people believed his career would be centered on automobiles, but they were most defiantly wrong. Later he got a job as a stunt man, the stunts were mainly car related stunts, which was easy for him because he was around mechanics a lot. This got him started on the art of filmmaking. He longed to be behind the camera just like all the other directors, and he was going to work hard to get it. He soon got jobs, a lot with Douglas Fairbanks, as a cameraman at first. Later, directing became hi s passion and all movie lovers soon knew his name. As a man in film, Fleming was terrifically dedicated and successful. His job as a stunt man was started in 1910, and by 1929 he released his major first film, the Virginian. The black and white western is about two cowboys and former friends fighting over the affection of a young woman. He later went on to create the two movies that raised him to the peek of his career, the Wizard of OZ and Gone with the Wind. Being the nice man he was, the Yahoo!  ® search engine records show he remained friends with some of the actors and actresses he worked with until his death on the sixth of January 1949. The Internet Movie Database, in a Victor Fleming biography, states that among these were Gary Cooper, Richard Huston, Vivien Leigh, Leslie Howard, and Clark Gable. Gone with the Wind is a breathtaking film that is still enjoyed today as much as it was in 1939. The film has a captivating storyline that draws people in easily, it is hard to stop watching it.

Friday, October 11, 2019

Cafe Nero Marketing Plan

[pic]vvv v Contents Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Page 3 Overview†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Page 4 Marketing Audit†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Page 5 PEST Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Page 5 Market Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â ‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Page 8 Micro Environment †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Page 10 Internal Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Page 12 SWOT Analysis.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Page 13 Assumptions†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. â € ¦.. Page 14 Marketing Objectives†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Page 15 Strategy Choices†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Page 16 Marketing Strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Page 17 Places†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Page 17 Products†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã ¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Page 18 Prices†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Page 18 Promotion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦.. Page 19 Control & Evaluation†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Page 20 Expansion †¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦. Page 20 Success of new products and targeting operations†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Page 20 Brand awareness†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Page 21 Introduction to International Expansion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Page 22 Which Country†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Page 22 How to Enter†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Page 23 What Marketing Strategies†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Page 23 References & Bibliography.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦. Page 24 Appendixes†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Page 25 Introduction This marketing plan analyses the key success factors of the company and our current market position in order to set the next market objectives and plans a one year plan strategy to reach those objectives. In the second part, this marketing plan outlines the issues that need to be considered to implement Caffe Nero overseas by analysing of international marketing of the company. Caffe Nero Group Plc Caffe Nero Group Plc was founded 1977 and currently owns 290 stores from Brighton to Glasgow with ? 0,7 million as turnover. We provide Italian coffee in European style coffee houses. Our philosophy consists on serving the best quality coffees and food in a friendly way in a pleasant atmosphere. Corporate Objectives †¢ Increase our market share in UK in order to be the leader. †¢ Starting international expansion in the Western Europe 1. Overview 1. 1 Market segmentation The coffee shop market in UK is estimated at ? 540 million in 2006 and had increased by 109% between 1999 and 2004 (Mintel, 2005). This market has emerged in 1990. It is dominated by single-site and independent coffee stores which account for 35% in terms of outlets numbers. However, branded coffee shop companies have grown significantly. In 2004, the top four branded coffee shops, which include Starbucks, Costa, Caffe Nero and Puccino’s, accounted for 23% of the whole market and were expected to keep expanding (Mintel, 2005) (Figure 1). Caffe Nero Group Plc is the last entrance between the top fives competitors in the UK coffee shop’s market. We currently own 290 stores with a turnover of ? 90,7 million. This is due to an aggressive expansion strategy that we have conducted from 1999. Indeed, we were ranked 20th on the annual listing that gather rapidly growing European companies in the 2004 and 2005 Europe's 500. Figure 2 shows how the market shares were split between the top five competitors in 2004. 2. Marketing Audit This section shows external and internal factors that characterize the coffee shop market. It is essential to determine them in order to have a better understanding of the market characteristics. 2. 1 PEST Analysis Political & Legal Environment Fair trade coffee is becoming an important issue in UK since Starbuck introduced it in 2002. It appeared first in 2000 in the US where activists pressured Starbuck to carry fair-trade coffee in their outlets. Mintel found that 25% of adults who have been to coffee shop agreed that more coffee shop should sell Fairtrade products (Mintel, 2005). This is certainly a significant figure that coffee shop and other outlets selling coffee cannot afford to ignore. The smoking-ban in the UK will be enforced in summer 2007. This means that smoking will be prohibited in all pubs, clubs, restaurants, coffee shops and other public places. This may have both positive and negative impact on the coffee shop market. As happened in Ireland and Scotland where the ban has already been adopted for several years, people are likely to eat more in coffee shop since they will be no longer bothered by smoke when eating. However, coffee shops that do not provide an outside smoking area are likely to observe a decline of their visiting as smokers enjoy having cigarettes when drinking coffees. Economic Environment There are signs that boom in the UK coffee shop market is over. Store opening has declined from 2002 (Figure 3) as well as year-on-year growth that has declined from the peak of 23% in 2001 to 9% in 2005 (Figure 4) (Bremner C, Euromonitor international, 2005). Social Environment UK population is about 60. 2 million with 48 million people living in urban area, where coffee shops tend to be concentrated. Mintel carried out a survey that reveals that the most typical user is in the 25-34 brackets (Mintel, 2005). More precisely, the 20-24 age groups and the wealthy achievers category are the biggest clientele of branded coffee shops. They are forecast to continue rising until 2009 according to UK National Statistics (UK National Statistics, 2006). As mentioned above, coffee shop market seems to approach the maturity. Thus, coffee shop companies focus more on how increase spends by head. Thereby, the rise of Personal Disposal Income (PDI) has become an important factor for companies. In fact, the coffee shop market has taken advantage of the PDI that has been rising since 1999. This should continue until 2009 at least, since PDI is set for similar growth (Mintel, 2005). Allegra’s survey, based on 7500 coffee shoppers’, sample points out that the most important reason for visiting coffee shop is to relax and to meet friends and colleagues (Allegra Strategies, 2006). Mintel’s survey makes clear that there is no gender bias in coffee shop consumers which is of such importance for the outlets since this makes coffee shops places ideal for couple as well as suitable venues for single men and women to socialise in mixed company (Mintel, 2005). According to Allegra’s survey, coffee bar loyalty is increasing, with significantly more than half of consumers surveyed in 2005 mentioning that they mainly visit their favourite coffee shop (Allegra Strategies, 2006). However, this survey shows that â€Å"convenience of location† is the most important reason consumers select a given coffee shop. Thus, the number of outlets is a critical element. Coffee suffers from its image as it contains caffeine which can produce coffee addiction. This may lead people to fear the caffeine dependency. Therefore, Starbuck has communicated that coffee has high level of antioxidants which have been shown to help prevent cancer, heart disease and other conditions. Technological Environment There is a general direction to transform outlets into media and community area centre. Thus, coffee shops develop Wireless Internet Hotspot and coffee book store. For instance Starbuck, has developed high-speed wireless Internet access through a deal with T-Mobile. Besides, Costa and Starbuck have developed electronic card that allows customers to get points when purchasing coffee shops’ products. Customers can use those points to get free products and use this as debit card. 2. Market Analysis Market Shares There is an intense competition between the top three companies. The following picture shows the market shares of the three main competitors by the number of outlets. [pic] Market Trends There is a general trend for branded coffee shops to increase spends by head. This required to create interest and stimulate demand by introducing new drinks and patenting them or wider selection of gourmet food. Thus, a general strategic trend for the top four coffee shop companies consists to emphasize on developing new products and pushing larger cup size. Food has become essential for them since it really helps to increase spend by head and allow to infringe on the fast-food market as well. Therefore, coffee shops have added into their menu hot and cold meals such as pizzas, paninis, salads, sandwiches, etc. Even though the market is approaching maturity, there are still high consumer demands and opportunities identified in the UK, according to Allegra (Allegra Strategies, 2006). Thus, the top five companies emphasize on keeping on expanding with different methods. They purchase and implant new outlets and have started to move into provincial region. Despite the fact that those provincial stores are less lucrative than stores in city-centre, they offer opportunities, allowing companies to secure higher levels of brand recognition as well as market share. Franchising and licensing have become important keys to growth as well. This allows companies to avoid paying extortionate retail rents and limit their risk. Besides, companies use partnerships with retailers and other consumer services such as banks, bookshops or supermarkets to increase their market share. Both Starbuck and Costa adhere to Fairtrade label and have launched their own Fairtrade coffee certified by the Fairtrade Foundation. We do not serve coffee certified Fairtrade. We adhere to self-imposed guidelines to ensure that growers receive a fair price. Thus, we are not allowed to call our coffees ‘Fairtrade' as that is a commercial trademark. However, we are committed to purchasing coffee beans that meet the International Coffee Organisation’s (ICO) standards. This consists in paying a fair and decent price to farmer as well as to trade only in quality coffee as proposed by the ICO Coffee price does not seem to be a determinant factor. Indeed, Starbuck charges quarter more than most other shops and raises prices in line with shifts in coffee prices, which suggest their consumers are not affected by their pricing (www. morningstar. com). Moreover, despite operator price increase, the market has increased of 9% in the past 18 months. In fact, since coffee is more of a luxury product than a necessity, it is a kind of price inelastic product to some degrees (not exceeded ? ,5). 3. Micro Environment Consumers Analysis The survey carried out by Mintel specified that customer of Caffe Nero are slightly younger than other coffee shops. Indeed, 60% of Caffe Nero’s customers are under 34 years old. Furthermore, UK National Statistics forecast that the 20-24 age group, which is our biggest clientele, is going to increase (UK National Statistic , 2006). (For more detail, see appendix 1) According to Mintel’s findings, our customers are more likely to flit between brands than Starbuck or Costa’s customer (Mintel, 2005). We do not believe that our clientele is disloyal. This is explained by the fact that we have less outlets than Starbuck or Costa and so their clientele does not need to flit between brands as they find their favourite branded coffee shops everywhere. Competitors Analysis Starbucks Corporation Created in 1971 in Seattle, Starbuck is the world’s largest coffee shop company and the UK leader since 2002. Starbuck has currently 10 000 stores across the globe and 532 in UK. Its brand awareness is high despite increasing criticism from the anti-globalisation lobby. Generating $7. 8 billion as revenue in 2005, Starbucks has a real important investment capacity. Costa Coffee Ltd Founded in 1978 and acquired in 1995 by Whitbread Group, Costa Coffee used to be the largest coffee shop in UK before Starbucks came. Costa Coffee owns 500 stores across UK and has started international expansion in the Middle East, in India and in Cyprus. As Costa is part of the Whitbread which owns hotels, restaurants and many other businesses, it has an important investment capacity. Puccino’s Puccino’s is a private company created in 1996. It has about 110 stores but does not own them, as the outlets are franchised. Thus, Puccino’s does not have a real power. Its turnover is about ? 0 million. Coffee Republic Coffee Republic was created in 1995. It became one of the largest independent espresso bar brands of the UK. However, since 2003, Coffee Republic has started to reduce the number of its stores as is currently in the midst of converting its portfolio to the Republic Deli concept. Therefore, Coffee Republic’s turnover has more than halved and we can consider that it is not a competitor anymore. Channel Analysis The coffee shop market has the advantage of having a huge number of suppliers who are actually farmers. Thus, the bargain power of those suppliers is very low. However, several organisations such as the International Coffee Organisation denounce the abuse of coffee shop brands’ power. The retailers are either franchisees or stores that the coffee shops companies own. 2. 4 Internal Analysis Cafe Nero has been ranked first by British coffee drinkers in the last six years. According to the consumer research organization, Allegra, the 2005 poll put Cafe Nero first, Costa second, and Starbucks third in terms of coffee quality, atmosphere, service quality and price value (Allegra Consumer Report 2005 – Major Coffee Brands). Our emphasis on the quality of our products and services are gainful and gives us a good corporate image. We support an image of Italian coffee bar which is reflected through our Italian and Mediterranean deli-style meals. This has allowed us to be rated as â€Å"The best espresso this side of Milan† by Tatler and labelled â€Å"The traditional Italian cafe† by Egon Ronay We have tried to create a range of natural, fresh foods, avoiding all additives, artificial flavours and colorants. Our menu consists of Italian and Mediterranean food. Most ingredients we used are imported from Italy For more detail about where we are in term of offers and services, we have analysed our position and strategy with the 4P analysis in appendix 2. 3. SWOT Analysis Strengths †¢ Products and services quality (coffee and food), seen as the best by customer for 6 years (Allegra Strategies, 2005) †¢ Our image of Continental and Italian style and atmosphere supported by sponsoring art events. Weakness †¢ Not enough number of outlets. Our clientele has to flit between brands †¢ 60% of our existing clientele is under 34 years old †¢ We cannot call our coffee Fairtrade even if we follow the fair-trade philosophy as Fairtrade is a trademark. Opportunities †¢ Expand our clientele in targeting people older than 34 years old †¢ Opening new outlets in three ways: o Continue to acquire new stores o Continue to develop new partnerships with mega stores o Develop franchise †¢ Develop in smaller cities †¢ Develop new products †¢ Make available Wireless Internet Hotspot and books into all our stores †¢ Coffee’s virtue : high level of antioxidant Threats †¢ The Market is approaching the maturity †¢ Fast food selling coffee e. g. Mc Donald, Pret a manger †¢ Adverts showing caffeine effect on health can reduce the sales †¢ The smoking ban may affect on customers’ visiting 4. Assumptions From the marketing audit and with respect to the coffee market’s climate, it is assumed that: †¢ Competitors will carry on their expansion in term of outlets to make sure that their customers will not have difficulties to find their stores, avoiding them to flit between brands. †¢ The market is forecast to reach the maturity in 2009 and so the liability of expansion for coffee shops will be reduced due to the saturation in high street in the UK’s main cities. †¢ Food is becoming an important aspect for the top five competitors since it allows to take market share from fast-food market and generate an important source of income. Thus, coffee shops will have to focus on developing wider range of food to increase their market share. †¢ The smoking ban may affect the coffee shop market. In order to avoid any risk of decline it will be essential to provide outside smoking area. †¢ There is a rise in fair trade coffee demand. Coffee shops that do not emphasize on fair trade coffee will be criticised. 5. Caffe Nero’s Objectives The analyses of the current market as well as the analysts’ forecasts for Caffe Nero have led to the following three years marketing objective. Then, we have extrapolated this long term objective into year objectives. Increase our market share up to 30% between the top three competitors before the market reaches the maturity in 2009 in terms of turnover and outlets. o This means that we will have 600 outlets across UK. o All stores should reach at least ? 350  000 as turnover. †¢ For the year 2007 1) Increase the number of outlets by 38% to reach 400 stores by the end of 2007 (36% in 2006; 32% in 2005; 34% in 2004). 2) Increase our sales by 35% for 2007 (? 129,8 million) compare to 29% realised in 2006 (? 90,7 million). To see our objectives for 2008 and 2009, refer to appendix 3 To see the analysts’ forecasts for Caffe Nero, refer to appendix 4 . Strategy Choices Here, we have developed strategies to achieve our objectives. We also did a planning gap in appendix 5. Ansoff’s product – Market expansion Products/Services ExistingNew | | | |Increase the number of outlets by 38%. |Develop ice-creams. | | | | |Targeting people beyond 34 years old. Parents and not parents) |Develop new soups. | | | | |Equip all our stores with Wi-Fi hotspots. | | | | | |4) Develop outside smoking areas. | | | | |Expand in smaller cities. | | 7. Marketing Strategies To establish strategies that will allow us to achieve our objectives, we have used the 4 p marketing mix. 7. 1 Places Our objective consists in opening 110 new store s. This requires a huge investment. However, there are three different way to expand. First of all, expand in acquiring new outlets. We opened 76 stores last year. This year, we should be able to acquire 85 stores. We need to purchase stores in high street in order to avoid our existing clientele to flit between brands. Another opportunity consists on going in some smaller cities where there is no competitors. However, those cities must have more than 150  000 habitants to be considered. Secondly, we should develop a franchise system to support our expansion. Indeed this system allows us to expand with a small investment. (for more details, refer to appendix 6. 1) Thirdly, we also need to develop more partnership with mega stores since it allows to reduce the price of the coffee shop’s rent. We could develop partnership with Virgin and some others book stores. As response to the smoking ban, we need to develop outside smoking area in most coffee shops we are able to. These areas could attract customers of our competitors if they do not have smoking area. They required heaters as well as outside furniture. Furthermore, we need to equip all our stores with wireless Internet access in order to satisfy and retain our clientele since competitors develop wireless Internet access as well. . 2 Products To increase spend by head we need to develop new products. Our clientele enjoys our soups. Indeed, there are healthy and practical with our take-away packaging. Moreover, they fit well with our image of quality and healthy food. Furthermore, it is still a kind of new product since only Starbuck serve soups as well. Therefore, we should develop mo re soups as we have got only four different soups. 10 different tastes would be enough. We also need to add ice-creams in our menu. This product may attract new customers who will go to our coffee to have a dessert. Indeed, ice-cream match well coffee shop’s spirit in the sense of having a break time with friends or family. Everyone finds something he really likes in our stores (hot or cold drink, salty food or sweetened, frozen, cold or hot food). We will propose some light ice-creams as well. Furthermore, ice-cream may help to attract parents who can go with their kids to get them an ice cream. Finally, to keep our Italian branding way, we will serve only Italian ice-cream and will prepare the cream as Italians do. However the machine required is too big to take place in every store. So we have to find a smaller one. 7. 3 Prices We should keep our prices as they allow our coffee to be perceived as worth (Allegra Strategies, 2006). However, the price for our food is a bit higher as we server only quality food. Thus, our Italian ice-creams and soups will be a bit more expensive than every where else. The cru bourgeois costs more than the table wine! To attract people beyond 34 years, we should consider family as part of potential clients. To do so, we should create a child menu which will include a hot chocolate, some cakes and a toy for a reasonable price. 7. 4 Promotions In order to consolidate our brand awareness, we should advertise on television. Despite of the expensive cost, it is the support which reaches the most people. We need to make people aware of our new products such as ice-cream. This would consolidate our brand awareness. However, we need to develop adverts that fit our sophisticated Italian image. This advert should emphasize on the friendly Italian atmosphere of our stores and the quality of our products. We also should advertise on newspapers such as the guardian or the independent who are more likely to be red by people beyond 34 years old. We must carry on our sponsorship of art events as it matches well with our Italian sophisticated image. To attract parents we should organised children events in our stores as Mc Donald’s is used to do. For example, we can have a Santa Claus for Christmas and some animations for Halloween. However, we need to be aware of the risk of developing family clientele since they may bother our existing clientele. 8. Control and Evaluation This section aims to produce a system of control and evaluation of the proposed marketing plan and its realisation. 1. Expansion We need to open 110 stores, so we can establish that nine stores should open every month at least. The full-term aim is to reach 30% of the branded coffee shops market. So we also need to look at competitors’ expansion. This will be realised every six months as companies produces interim reports. We may need to adapt our expansion strategy according to competitors’ growth to reach 30% of market share in 2009. 2. Success of new products and targeting operations In January we will conduct a survey into all our stores. This survey will include questions about: †¢ Define sample questions (age, sex, married, children, frequency, etc.. . †¢ How much our clientele like our food product (their satisfactions) †¢ What think customers about introducing Italian ice-cream in our menu. †¢ How many Caffe Nero’s adverts they have seen †¢ Use of services (Wi-Fi, smoking area) †¢ What they think of Caffe Nero’s atmosphere The same survey will b e conducted in December. Thus we will be able to compare the results and so determinate the success of our new products. Moreover, this survey will check if we have increased our 35-years-old-and-more clientele. In parallel, we will look every trimester at the ice-creams and soups’ sale volumes. We expect the same success for the Italian ice-cream than we had with soups. 3. Brand awareness Allegra Strategies conducts every year a serious survey on the coffee shop market and the customer’s satisfaction. This constitutes an useful tool for us as we can see the evolution in customer’s mind of our brand awareness and satisfaction concerning our products and services. Introduction to international expansion We are thinking of international expansion. Indeed, since the coffee shop market is approaching the maturity in England, we should develop our company overseas. This could help to reduce the risk for our company if we do a successful international implantation. Starbucks has shown that international expansion is a real opportunity for branded coffee shops in setting up more than 7000 international outlets in 9 years. However, an international expansion implies to decide which market to enter, how to enter in, what marketing strategies need to be used within which organisation. Here, we will answer those questions. Which country? First of all, it is essential to go in a country where the competitiveness is low. Furthermore, the population and their income size must be high, enabling potential customers to devote a large proportion of their discretionary spend on leisure activities. France could be an appropriate place for us. Indeed, it is in the â€Å"triad market† that includes the United States, Western Europe and the Far East which account for a large percentage of all international trade. There are already two branded coffee chains in France (Starbuck and Colombus Cafe) which ensure that there are possibilities for the coffee shop market. They are implanted only in Paris with 18 stores for Colombus Cafe and 26 stores for Starbucks. Colombus Cafe’s philosophy is quiet close from ours. Indeed, they serve Italian coffees in a quiet and relaxing atmosphere and emphasize on the welcoming services. However, those two chains are not implanted in the south cities of France such as Marseille (2nd biggest city, 1,4 million habitants) and Montpellier (0,5 million habitants). Furthermore, according to the French tourism department, 10 % of English people go to the south of France for holydays (Ministere Delegue au Tourisme, 2006). This is an opportunity to increase our brand awareness due to the global mobility of our customers. Therefore, it seems that those cities could be great for success abroad. How to enter? Since we are not the first one to go in France and as the competitiveness is low, we should expand cautiously. Indeed, two approaches can be used when planning an international expansion: †¢ A Waterfall approach, in which a country is gradually entered sequentially †¢ A Sprinkler approach, in which many countries are simultaneously entered within a limited period of time We have better to use a waterfall approach, in opening few stores in order to limit the risk of financial lost if we are not to success. Two ways of opening stores are possible: †¢ Franchising, which allows to gain entry at little risk but limit the profit for the company †¢ Direct investment, which is the most risked but allows the company to retain a full control of its investment. It seems that we should rather purchase few stores since we need to set up distribution and logistics that generate costs to provide those stores with our products. Thus the acquisition of two stores in Marseille and Montpellier could be good to start as it limits the risk. We will be able to see after a year time if those stores are profitable. What marketing strategies? It is essential when planning for success abroad to think how much products and promotions need to be adapted to the local market. Thus we need to focus on cultural differences as well as French’s customs and inspirations. Despite the fact that French are proud of their food and drinks, they believe than Italians are better for some specialities such as pasta and coffee. Indeed, several coffee beans companies in France such as Lavazza, San Marco and Segafredo market their coffee as traditional Italian coffee. Besides, French support a kind of passion for Italy as English people do. However, the coffee was introduced first in France in Marseille. Thus, there is a very famous French roaster company which produces the traditional French south coffee called Henry Blanc. This is an important emblem for French. In order to adapt our strategy to the French market we have used the 4 P marketing mix. Place: Montpellier has a big commercial place in the centre called Place de la Comedie. There is a very famous high street in Marseille which is called Cannebiere. Those places could be great to implant stores since they have big activities. Products: We will be the first coffee shop in the south of France. So we should keep our coffee menu that is likely to seduce French as it would be new for them. This should seduce the young population first who will then bring others. Futhermore, French like Provencal food which is quiet close from Italian one. So our Italian gourmet food should correspond to their expectations. However, we should introduce the traditional French coffee Henry Blanc in order to meet French taste. Furthermore, this will seduce local people as we will support the local economy. Price: French are known to like good quality. According to Emarketing, French associate quality with high price (A. Michalowska, Marketing Magazine, 2002). Besides, the American magazine Travelers has conducted a survey in 2005 which reveals that the average price for coffee in France is 4â‚ ¬ when we sale our espresso in England at ? 1,25 (2,7â‚ ¬) (Le Chiffre du Jour, 2006). Thus, we should keep the same prices of our products. Promotion: We need to advert a lot to generate awareness of our company. First, we will put big adverts on our stores when they will be under construction. Secondly, we will organise a celebration for the opening day. Finally, we will advert on local newspapers such as La Provence and Midi-Libre which covers all the south population. References & Bibliography Allegra Strategies, (2006), Market Overview and Key Statistics: Project Cafe6, [online], London, Available from  : ; http://www. allegra. co. uk/project-cafe6-keyfindings. html; [Accessed 20 December 2006] Bremner C. , (2005), Coffee Shops in the UK, [online], Euromonitor International, Available from  : ; http://www. euromonitor. com/Coffee_Shops_in_the_UK; [Accessed 23 December 2006] Caffe Nero, (2006), Caffe Nero, [online], Available from  : [Accessed 20 December 2006] Kotler P. and Keller K. L. , (2006) Marketing Management, 12th Edition, Upper Saddle River, NJ :  Pearson Prentice Hall Le Ministere Delegue au Toourisme, (2003), Les principales clienteles europeennes de la France, [online], Paris, Available from  : [Accessed 28 December 2006] McDonald, M. , (2006), Marketing Plans, 5th Edition, Oxford :  Butterworth-Heinemann Michalowska, A. , (2002), Qualite : les Francais prets a en payer le prix, [online], Marketing Magazine  N °71, Available from  : [Accessed 27 December 2006] Mintel Reports, (2005), Coffee Shop UK, [online], Available from: [Accessed 3 January 2007] National Statistics, (2006), National Projection, [online], Available from  : [Accessed 22 December 2006] Vacances Pratiques, (2006), Le chiffre du jour  : 8,30â‚ ¬, [online], Available from  : [Accessed 30 December 2006] Appendices [pic] Appendix 1†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Page 27 Appendix 2†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦. Page 28 Appendix 3†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Page 30 Appendix 4†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Page 31 Appendix 5.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Page 32 Appendix 6†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦. Page 33 Appendix 1 Specialist coffee shop brands, by gender, age, socio-economic groups and working status, November 2004 Base: 2,065 adults aged 15+ |   |Any branded coffee shop (%) |Starbucks (%) |Costa Coffee (%) |Caffe Nero (%) |Other branded coffee s hop (eg | | | | | | |Tchibo, Puccino’s) (%) | |All |32 |19 |14 |8 |5 |   |   |   |   |   |   | |Men |32 |20 |13 |9 |5 | |Women |33 |19 |14 |8 |6 | |   |   |   |   |   |   | |15-19 |35 |22 |14 |7 |4 | |20-24 |45 |27 |15 |17 |7 | |25-34 |45 |32 |21 |14 |6 | |35-44 |36 |21 |18 |8 |4 | |45-54 |29 |15 |11 |8 |7 | |55-64 |29 |17 |11 |6 |7 | |65+ |16 |6 |6 |3 |4 | |   |   |   |   |   |   | |AB |48 |31 |24 |15 |8 | |C1 |43 |27 |19 |11 |5 | |C2 |25 |14 |10 |6 |5 | |D |19 |9 |5 |4 |5 | |E |17 |9 |6 |4 3 | |   |   |   |   |   |   | |Working status: |   |   |   |   |   | |Full-time |42 |27 |19 |12 |7 | |Part-time |35 |18 |15 |11 |6 | |Not working |28 |18 |11 |7 |3 | |Retired |19 |9 |7 |3 |4 | Source: NOP/Mintel Appendix 2 Caffe Nero’s position and strategy with the 4P analysis Place: Most of our stores are situated in high street, where competitors tend to be concentrated as well. We have got some outlets in airports and ra ilway stations. We also have agreements with House of Fraser and Blackwell bookshops. Six House of Fraser department stores and four Blackwell bookshops incorporate a Caffe Nero. Finally we are considering international expansion. Products: Coffee: Italian coffee contained a blend of seven different beans. Our coffee is seen as the best in term of quality by UK customers (Allegra Consumer Report 2005 – Major Coffee Brands). Our menu contained different coffee derived products: – Espresso – Espresso Ristretto (very short and intense espresso) – Espresso Macchiato (espresso with a dollop of milk foam on top) – Americano (double espresso topped up with hot water) – Cappuccino – Caffe Latte – Mocha (cappuccino with chocolate) – Hot chocolate – Iced Latte (cold drink) – Iced Mocha (cold drink) – Frappelatte (cold drink and unique to Caffe Nero) We also propose milkshakes (Frappe milkshake) and fruit juice based drink (Fruit Boosters) that are also free from from artificial flavourings, colorants or preservatives. Food:We have tried to create a range of natural, fresh foods, avoiding all additives, artificial flavours and colourants. Our menu consists of Italian and Mediterranean food. Most of ingredients we used are imported from Italy. We also offer a range of lighter sandwiches and meals. As mentioned above, we try and we do serve the best quality food between the top five competitors (Allegra Consumer Report 2005 – Major Coffee Brands). Our soups have met with popular acclaim due to the take-away packaging that we have developed. 11 Cold sandwiches (Wraps, Wedges and other) – 20 Hot sandwiches (Paninis, Focaccias) – 18 Cakes and desserts – 13 Muffins and pastries – 4 Soups – 30 other products such as organic food, bruschetta, crisp, fruit salad, porridge, etc. Price: Our coffee p rices are on the average between the top five competitors. However, our food is more expensive than other competitors since we serve fresh food with imported ingredients in order to provide good quality food. Promotion: It seems that we do communication well. Indeed, our marketing strategy communicates on our continental style of operations and atmosphere. We support an image of Italian coffee bar which is reflected through our Italian and Mediterranean deli-style meals. This has allowed us to be rated as â€Å"The best expresso this side of Milan† by Tatler and labelled â€Å"The traditional Italian cafe† by Egon Ronay. Furthermore, as mentioned above we have been ranked first by British coffee drinkers in the last six years for the quality of our products. Besides, we have been involved in arts sponsorship from 1999. This allows us to bridge our image of Italian coffee bar with arts such as the Turner in Venice exhibition at the Tate Britain. Appendix 3 Caffe Nero’s Objectives The analyses of the current market as well as the analysts’ forecasts for Caffe Nero have led to the following three years marketing objective. Then we have extrapolated this long term objective into year objectives. Increase our market share to 30% between the top three competitors before the market reaches the maturity in 2009 in terms of turnover and outlets. o This means that we will have 600 outlets across UK. o All stores should reach at leas t ? 350  000 as turnover. †¢ For the year 2007 3) Increase the number of outlets by 38% to reach 400 stores by the end of 2007 (36% in 2006; 32% in 2005; 34% in 2004). 4) Increase our sales by 35% for 2007 (? 129,8 million) compare to 29% realised in 2006 (? 90,7 million). †¢ For the year 2008 1) Increase the number of outlets by 25 % to reach 500 stores by the end of 2008. 2) Increase our sale by 35% for 2008 (? 175 million). ) Start international expansion in Europe with the opening of one overseas store. †¢ For the year 2009 1) Increase the number of outlets by 20 % to reach 600 stores by the end of 2009. 2) Increase our sale by 20% for 2008 (? 210 million). Appendix 4 Analysts' Forecasts for Caffe Nero FY 2007 (June 2006 – May 2007) Analysts |Collins Stewart |Numis Securities |KBC Peel Hunt |Teather & Greenwood |Altium |DKW |Shore Capital |Average | |Sales (? m) |108. 1 |109. 9 |107. 4 |109. 7 |109. 9 |111. 3 |- |109. 4 | | Source: Caffe Nero, http://www. caffenero. com/FinancialInfo. asp? section=AnalystForecast&ZZIS_InformationID=1831 Appendix 5 The Strategic Planning Gap To achieve this objective we must develop strategies. Those strategies will act on different plans. The first plan that we need to consider is the market penetration. We expect to increase our market share by acquiring new outlets. As mentioned in the marketing objectives we need to open 110 new stores for the year 2007. Secondly, we would like to increase usage by expanding our clientele in targeting people older than 34. Finally, we need to develop new food products. This will also help us to increase our revenue. In fact, we need to focus on increasing spend by head and thus take advantage of the rise in Personal Disposal Income. Appendix 6 The franchise The franchise system consists to finance only 20% of the investment required for the acquisition of the store. The franchisee pays 80% of the acquisition and has to buy equipment and furniture from us. As franchise, all products used will come from us. We will assume the promotion, the staff training, the branding as well as some financial facilities. As compensation, the franchisee will give us 20% of his profit in the form of fees. [pic] ———————– Source  : Mintel Figure 3  : Figure 2 Source  : Mintel Figure 1 Existing Market New Market [pic] Revenue (? million) Figure 4  : Initial forecast (? 109,4 million) Source  : Caffe Nero (Appendix 1) Marketing objectif (? 129,8 million) Years