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Friday, May 31, 2019

Baldwins Insights of History in Notes of a Native Son Essay -- James

Private Insight into Public History James Baldwin had a talent of being able to demonstrate a personalized story and relate it to world events. His analysis is a rare capability that one can only acquire over an broad hearttime. James Baldwin not only has that ability, but also the ability to write as if he is conversing with the reader. One of his most famous essays, Notes of a Native Son, is nigh his fathers destruction. It includes the events that happened prior to and following his fathers death. Throughout this essay, he brings his audience into the time in which he wrote and explains what is going on by portraying the senses and emotions of not only himself, but as well as the people involved. This essay has a very personal feeling mixed with universal views. Baldwin is able to take one small event or idea and shows its place within the bigger picture. Not only does he illustrate overt experiences, but he will also give his own personal opinion about those events. Throughout Notes of a Native Son Baldwin uses the binary of life versus death to expand on the private versus public binary that he also creates. These two binaries show up several times together video display how much they relate to each another(prenominal).Baldwin makes certain readers understand the states of the issue at once his essay starts by describing his fathers funeral in the aftermath of the Harlem riots of 1943. Baldwin states, As we drove him to the graveyard, the spoils of injustice, anarchy, discountent, and hatred were all around us. It seemed to me that God himself had devised, to mark my fathers end, the most sustained and brutally dissonant of codas (63). Yet as Baldwin mourned the death of his father, he celebrated the birth of his yo... ...e big picture in the world. Some events may not seem significant, but they are somehow related to other events that are going on in the world. Baldwin also took events that coincidentally happened at t he same of his fathers death and analyzed them, giving his own personal opinion. Baldwin also had a constant motif of life versus death through with(predicate)out his life story and his analysis of events. Baldwins creative writing skills show through his style of writing and makes the reader feel as though he is being directly spoken to. He gives the audience the opportunity to feel the emotions that he felt during these events. It is this ability that made James Baldwin the celebrated talent that he became.Works CitedBaldwin, James. Notes of a Native Son. 1955. James Baldwin Collected Essays. Ed. Toni Morrison. New York Library of America, 1998. 63-84.

Thursday, May 30, 2019

Attention Deficit Hyperactivity Disorder Essay examples -- Behavior Dis

Attention Deficit Hyperactivity Disorder According to the National Institute of Mental Health, Attention Deficit Hyperactivity Disorder, or ADHD, is the most commonly diagnosed disorder among children (1). The disorder affects approximately 3-5 percent of children of school age (1), with each classroom in the United States having at least adept child with this disorder (1). Despite the frequency of this infirmity in the United States, there still remains many discrepancies about the disorder itself, starting from the diagnosing and frequent misdiagnosis of ADHD, as well as the question of whether or not ADHD is an actual medical condition, or just a cultural disease (3). According to the NIMH, frequent symptoms of ADHD include inattention, hyperactivity, and impulsivity (1). Examples of these three patterns of behavior can be found in the Diagnostic and Statistical Manual of Mental Disorders, which, summarized by the National Institute of Mental Health, states that signs of inattention include* Distraction by irrelevant sights and sounds (2)* Failure of attenti...

Wednesday, May 29, 2019

Women in Ancient Times: from Matriarchy to Patriarchy Essay examples --

Women in Ancient Times from Matriarchy to PatriarchyIn addition to age, gender is one of the universal dimensions on which status differences are based. Unlike sex, which is a biological concept, gender is a social construct specifying the socially and culturally prescribed roles that men and women are to follow. Women have always had lower status than men, but the extent of the gap between the sexes varies across cultures and time. Images of women, intimatelyly figurines of the analogous type as the "Venus" of Willendorf*, Lespugue** and Laussel*** (old statuettes representing obese women, women whose wombs and hips are extremely exaggerated) all dating to the Paleolithic period, far outnumber images of men. This has lead to speculation about the lay of women in Stone Age society. Some have argued that these female figures denote the existence during this period of a prominent female deity identified commonly as the Earth Mother or the Mother Goddess. On the basis of th is assumption, it has been suggested that, unlike today, women played a considerably more important, if not dominant, role in Paleolithic society that possibly a matriarchy existed and women ruled. That means men havent always been the leaders its not an inborn note (as a lot of them suggest) Johann Bachofen was a 19th Century Swiss archaeologist and classicist who was among the first to recognize the presence of an early matriarchal stage in proto-European cultural evolution. Bachofen used Greek myth to support his arguments. He felt that at that place were three cultural stages that the early European culture went through. In his thinking the first stage was a barbaric or hetairistic stage (from the Greek word hetero meaning both) where both or actually neither sex was real in control for there was no control. The strong took advantage of the weak, and there was wide-spread "wanton" sexual activity, uncontrolled by values or morals. Bachofen thought that Aphrodite, God dess of Love, was the headway deity of this time. The second stage was the matriarchal stage, where women banded together for their own defense. Strong Greek hunter/warrior goddesses such as Artemis and Athena were thought by Bachofen to have come from ancient fragments of memory stemming from this time, as well as the mythic Amazons and Furies. This middle stage saw the development of agriculture, and the rise of... ...e largely unobserved it was a new kind of union composed of husband and wife, distinctly different form the former clan union of sisters and brothers. The two were in original antagonism to each other. Thus, although marriage was introduced by the mothers within the framework of the maternal clan structure, in the end marriage would undermine the matriarchy. Therefore womankind gave up its most powerful weapon in maintaining its dominance in a world of fatherless children and brought about itself the torments of patriarchy, by instutionalizing marriage. Unfortuna tely, unlike the matriarchy, patriarchy has lasted to our present day. Of course there has been major progress since the days of the Roman Empire, now it is illegal to consider women lower then men in any sense (at least in some countries), yet most of us still see the world through the patriarchal curtain that covers our eyes. BibliographyWomen out of history a herstory anthology by Ann Forfreedom The tail of history by Elise Boulding Womans evolution from matriarchal clan to patriarchal family by Evelyn Reed When God Was a Woman by merlin Stone http//www.yahoo.comhttp//www.google.com

Communications Essay -- essays research papers fc

exemption of speech is a right of individuals as they possess their own free will. Because of their free will, individuals have expressed their thoughts, desires, and aspirations through the mass media. communication freely with other affirms the dignity and worth of each and every member of lodge. Communication remains Gods great gift to humanity without which we cannot be truly human, reflecting Gods image.Freedom of expression is essential in the attainment and advancement of knowledge. Communication brings forth various ideas and information. People today are better informed and more learned person thanks to thriving press freedom and expanding mass media here and in many parts of the world. All points of view are represented in the " marketplace of ideas" and corporation benefits from debate about their worth. "Monkey see, monkey do" has become a well-known saying in todays society. In addition, this is how media influences society as it leaves a large impac t on the individuals. Media has been considered by Ciony C. Gonzales as the most dominant art form, as it has an innate power to engage and affect the total person. It leaves a compelling and lasting impact on both the conscious and subconscious. Though media informs and educates, it also corrupts and exploits, leading it to contribute to the moral degradation of society. The moral fabric of our society has been coming apart for some time. Sex and violence have been big sellers through media outlets but at the expense of our children as well as the society they live in. children are very impressionable and they emulate what they hear on the radio and see on both television and movies. We must safeguard and diversity what our children are exposed to.Medias role in society is to inform, educate, and entertain. It tells the truth and provides positive stimulation that can build up images and reputations the right way. It can also be a tribunal of justice. Therefore, media has contribu ted greatly in ways that both enlighten and enrich society, but in other ways have deteriorated and perplexed it. It is not a surprise to learn, then, that media is the most powerful source of information, and nothing else in todays world influences public perception as heavily. Media in the Philippines is simply a reflection, an outgrowth, a mirror of society as a whole. After all, media has been perceive... ...are dissatisfied at what our children are exposed to. The owners, producers, directors, gatekeepers, commentators and actors, must be held accountable. If we dont buy, they wont survive, so we must write our politicians, radio stations, television stations, newspapers, and magazines and every other media outlet in order to let them know our concerns. We have the power, so lets exercise it. After all, our society and the children that it breed are at stake.BIBLIOGRAPHYCaaberal, Bernard. "Radio, Pop, Music & Comics Impact on Filipino Youth." Media Watch, January 19 93, pp. 44-45.Deocareza, Franco. "A Positive Media refining for Children." Life Today, September, pp. 19, 23. Gonzales, Ciony C. "Film Culture." Life Today, January 1984, pp. 10-11. Gonzales, Ciony C. "Taking Films Seriously." Life Today, January 1984, pp. 9. "Pornography serious threat, studies show." The Christian Science Monitor, 23 September, 1999, Sec. A, p. 11. "Profanity use is too commonplace." The Oklahoma Daily, 21 Oktober, 1997, Sec. A, n.p.. Reuter, Fr. James. "Media and Values." Life Today, June 1992, pp. 40.

Tuesday, May 28, 2019

Fermentatiom By Yeast :: essays research papers

Fermentation of glycine, water, sucrose, galactose, and glucose as induced by yeast.ABSTRACTThis lab attempted to find the rate at which Carbon dioxide is produced when five different streamlet solutions glycine, sucrose, galactose, water, and glucose were separately mixed with a yeast solution to produce fermentation, a process electric cells undergo. Fermentation is a major way by which a keep cell can obtain energy. By measuring the carbon dioxide released by the test solutions, it could be determined which food source allows a living cell to obtain energy. The focus of the research was to determine which test solution would release the Carbon Dioxide by-product the quickest, by the addition of the yeast solution. The best results came from galactose, which produced .170 ml/ morsel of carbon dioxide. Followed by glucose, this produced .014 ml/minute finally, sucrose which produced .012ml/minute of Carbon Dioxide. The test solutions water and glycine did not release Carbon Dioxi de because they were not a food source for yeast. The results suggest that sugars are very good energy sources for a cell where amino acid, Glycine, is not. INTRODUCTIONFermentation is an anaerobic process in which fuel molecules are broken down to create pyruvate and ATP molecules (Alberts, 1998). Both pyruvate and ATP are major energy sources used by the cell to do a variety of things. For example, ATP is used in cell division to divide the chromosomes (Alberts, 1998).By taking a Carbon Dioxide, rich substance and immix it with a yeast, solution fermentation will occur, and then it could be determined if it is a good energy-producer. In this study glacatose, sucrose, glycine, glucose, and water were used to indicate how profuse fermentation occurred. The overall result shows that monosaccharides in particular galactose and glucose were the best energy source for a cell.Materials and MethodsThere were five test solutions used in this experiment, water being the control, which wer e mixed with a yeast solution to cause fermentation. A 1ml pipetman was used to measure 1 ml of each of the test solutions and fit(p) them in separated test tubes. The 1 ml pipetman was then used to take 1ml of the yeast solution, and placed 1ml of yeast into the five test tubes all containing 1 ml of the test solutions. A 1ml graduated pipette was placed separately in each of the test tubes and extracted 1ml of the solutions into it. Once the mixture was in the pipette, someone from the group placed a piece of parafilm securely on the open end of the pipette and upon completion removed the top part of the graduated pipette.

Fermentatiom By Yeast :: essays research papers

Fermentation of glycine, water, sucrose, galactose, and glucose as induced by yeast.ABSTRACTThis lab attempted to find the rate at which Carbon dioxide is produced when five distinguishable examen solutions glycine, sucrose, galactose, water, and glucose were separately mixed with a yeast solution to produce fermentation, a function booths undergo. Fermentation is a major way by which a dungeon cell can obtain energy. By measuring the carbon dioxide released by the test solutions, it could be determined which food source allows a living cell to obtain energy. The focus of the research was to determine which test solution would release the Carbon Dioxide by-product the quickest, by the addition of the yeast solution. The best results came from galactose, which produced .170 ml/minute of carbon dioxide. Followed by glucose, this produced .014 ml/minute finally, sucrose which produced .012ml/minute of Carbon Dioxide. The test solutions water and glycine did not release Carbon Dio xide because they were not a food source for yeast. The results suggest that sugars are very good energy sources for a cell where amino acid, Glycine, is not. INTRODUCTIONFermentation is an anaerobic process in which fuel molecules are broken down to create pyruvate and ATP molecules (Alberts, 1998). Both pyruvate and ATP are major energy sources employ by the cell to do a variety of things. For example, ATP is used in cell division to divide the chromosomes (Alberts, 1998).By taking a Carbon Dioxide, rich center field and mixing it with a yeast, solution fermentation will occur, and then it could be determined if it is a good energy-producer. In this study glacatose, sucrose, glycine, glucose, and water were used to propose how fast fermentation occurred. The overall result shows that monosaccharides in particular galactose and glucose were the best energy source for a cell.Materials and MethodsThere were five test solutions used in this experiment, water being the control, whic h were mixed with a yeast solution to cause fermentation. A 1ml pipetman was used to measure 1 ml of each of the test solutions and placed them in separated test tubes. The 1 ml pipetman was then used to take 1ml of the yeast solution, and placed 1ml of yeast into the five test tubes all containing 1 ml of the test solutions. A 1ml graduated pipette was placed separately in each of the test tubes and extracted 1ml of the solutions into it. Once the mixture was in the pipette, mortal from the group placed a piece of parafilm securely on the open end of the pipette and upon completion removed the top part of the graduated pipette.

Monday, May 27, 2019

Nestl”s Nespresso

INTRODUCTION During the 70s, nestle anticipates the growth of the mart of the up-market hot chocolate and is inspired by the original concept of the craftsman of the espresso Luiggi Bezzera. The principle is simple offer this instant at home or to the office the quality of espressos served in the vanquish Italian cafes. Based in 1986, Nespresso looked alike(p) pi hotshoter on the market of the portioned out java and enrolld a in the buff tendency which allow for be adopted whole over the institution.And since the subsidiary of the out locating(a) group Nestle did not s assoil surprising more than 3 million nodes worldwide, a growth superior to 30 % during 6 consecutive historic period and crossed for the commencement time the billion Swiss franc cap of turnover in 2006. The concept Nespresso leans on a trilogy the best big vineyards of cafes, works in espresso nookyny in the elegant design and fin eachy, a service outstanding personalized node. Nestle Nespresso S .A, whose seat is to Paudex, in Switzerland, counts more than 2500 employees, markets directly its products with its consumers in more than 50 countries and manages more prestigious 160 shops situated in around big cities of the world Cafes contained in capsules Nespresso result from various regions of the world such as Brazil, Colombia, rib Rica, Guatemala, Togo, Kenya and Ethiopia. Its localise includes espressos, a say which samples in small transf one- cherishd functions (40 ml), and lungos, for the big cups (110 ml), without for get the editions limit by variety show of cocoa conjure upd in hold bill and for a while contriven.Nestle Nespresso limited alliance primary(prenominal)tained, from its debuts, the narrow business connections with manu particularurers of famous ho subprogramhold electrical devices and cargonfully selected. E very(prenominal) partner hatches is responsible for the dispersion, for the marketing, for the referencing in boutiques and the after - gross sales service of the machines of its avow taint. At the moment, Nespresso accounts 10 partners for domestic customs machines with, offering various models of machines Nespresso. Machines and capsule Nespresso Professional argon also visible(prenominal) on the Internet site, www. nespressopro. om, as well as finished a network of importers and independent distributors, subsidiaries of Nestle Nespresso limited comp all and local structures of the Group Nestle. Today, the activities except place of residence of Nespresso read 25 % of the turnover of the sales of portioned out deep brown tree. And to seduce the consumers, Nespresso uses big means place of boutiques, design of machines, glossy paper magazine, secondary purified Nothing is left at random, everything is thought to evoke the refinement of the put up. The success of this company re stick ins an interesting book case a case of r be trigger.Thats why we chose Nespresso. In the present work, we shall approach first of all the bill of Nespresso since its launch until our days. In a second time we shall speak somewhat the marketing epitome of the company as well as about main competitors. After the study of the strategy, we shall enclose this report by recommendations. 1. 0 BACKGROUND TO COMPANY schemes history In the 70s, the Research and wearment services of Nestle turn to an integrated administration of rules a machine receiving doses encapsulated of umber, every dose corresponding to a cup of coffee tree tree of 50 cc.They invent the capsule of coffee freshly background and its concept of extraction of the coffee under mechanical press. Nestle, world attractor of the coffee plurality market gets develop to attack the ingredient of up-market premium coffee give thanks to this technical innovation say. A first observable of the process is registered in 1976 by the centre of development of the Group Nestle. It is lone(prenominal) in 1986 that the marketing begins. Fir st of all, by the creation of the company Nespresso S. A, the wholly-owned subsidiary of the group Nestle to Vevey.Then Nespresso dashes by targeting the melody to Business market, particularly that of offices and restaurants. The company opted for Switzerland, Italy and Japan as country of starting up of its activity of marketing. Turmix, a Swiss company, took charge of the production of machines. Nespresso bought the capsules of coffee from Nestle, the machines to Turmix and consecrate itself to its marketing in association with a Swiss distributor Sobal . But the success is not there sales do not exceed 875 machines first year and it will not be better next year.We are in 1988, Nespresso begins to wonder about the efficiency of its strategy and in roam to acclivity the company, appoints a innovative general manager Jean-Paul Gaillard who decides to change all the strategy. He asks on one year of respite and a marketing budget of 1. 6 millions. His purpose make of the capsul es percolator a luxury. Nespresso thus decides to transfer to the private individuals, and chooses to replace the word capsule to speak about vineyards like wine and about limited series .As for the distribution, it will be exclusive and direct for the capsules of coffee by introducing the concept of ordination Nespresso which will allow its members to barter for that by mail, telephone and facsimile (internet recently). Year 1989, the impertinent strategy is launched in Switzerland. JP. Gaillard made a test, in 1990, on the market of the United States by changing variety of coffee to hold itself better to the customs of the American consumers. At the end of the year the club counted already 7700 members. In 1991, The Nespresso system is introduced in France, in Belgium in Germany and In the Netherlands.And in 1994, Nespresso penetrated into the market of airline companies (First and business class) with its brisk machine Nespresso Aviation System. Present in 15 countries in 1 995, Nespresso granted licenses of production to the otherwise manufacturers in a precise purpose the improvement of the performances, the convenience of use as well as the design. Nespresso S. A blew its 10 candles of success, in 1996, with 3 500 marketing points and 180 000 members. draw a bead oned the field of battle of restaurants and hotels in Belgium and in France and went in Great Britain, in Malaysia, in Singapore and to Taiwan.In 1998, it expands its field of action thanks to a new wind vane site completely dedicated to the members of the club so offering the possibility of coifing on-line 24 hours a day, and 7 days a week. This distribution channel also provides a personalized service, advices on blends of coffee and the maintenance of machines. In 2002, the production capacity of capsules is multiplied by 4 to answer the early growth and the orders placed on Internet know an increase of 94 % during year. The deals on Internet represent then 30 % of the turnover o f the company.After 5 years of research and development, Nespresso launches in 2003 the first machine Nespresso Concept Automatique which allows the preparation of capuccino. Other Copernican point the company goes into the sustainable development by trying to blend quality of selected vineyards of coffee and condition of production according to the rules of the sustainable development with its program AAA Sustainable step. It was a good initiative, especially after the distinguishable criticisms that the company received.Notably as regards to the capsule Nespresso which is in aluminum, hence pollution and a spending of energy, not compatible with the grunge assure and the Natural image. stipulation that the success of Nespresso and the unitary daily consumption, this problem of the lack of recycling presents a big blackhead at the same moment on the ecological forge and of the image. In 2005, the sales of the coffee machine Nespresso Essenza contribute to make of Nespresso the European leader of machines in espresso.Then in 2006, Nespresso does not hesitate to engage the actor George Clooney win to the choice made by the members of the club among a list of celebrities which they had subjected them. The use of this actor as media vector aims above all at consolidating the positioning of Nespresso as a sophisticated brand and up-market. Nespressos figures field Turnover 2007 1034600000 milliards Number of stores 160 Number of clients 3, 6 millions Number of machines sold in the world 1, 4 millionsNumber of capsules sold in the world 2, 3 billions Market share 2007 of the espresso market 26, 7 % 2. 0 MARKETING ANALYSIS 2. 1 MARKET TRENDS chocolates consumption Source National Coffee Drinking trends study Coffee is the roughly favorite beverage worldwide. In 2008, 17% of the adult universe consumed this gourmet drink habitual, compared with 14% in 2007. What is more, positive health messages drove the consumption Espressos market (2008) Type Market shares Individual coffee pods/portioned coffee 57%Traditional 19% Filter combined 12% Automatic 10% Espresso without pump 2% As we can see, this market is essentially characterised by individual coffee pods sales. Types of most popular home espresso machines Espresso pump machine (Nespressos) automatic pump to create the perfect come in of water pressure (usually the most expensive) Lever or piston machine manual or human powered pump to create the pressure it needs to make espresso. The quality of the coffee can vary, as it depends on human power.Steam powered machine works by oestrusing water and using steam power to create the pressure needed (usually the cheapest and often the worst quality) Moka pot espresso machine works by boiling water in the bottom of the pot, creating steam and then forcing that steam through the coffee and into the top portion of the pot. Overall, trends are favourable concerning the espressos consumption. Thanks to positive messages about coffee and he alth, stack are slowly changing their mind. The heavens is developing well, creating opportunities.More and more people buy home espresso machines and this trend will certainly follow its growth. 2. 2. TARGET AND POSITIONING The target Types Characteristics B to C * Members of Nespresso Club * Prospects * From 35 to 60 * AB B to B * Hotels & restaurants * Luxury retailers * Companies * Airline companies * Sponsors et federation with events organizers * Conference rooms * pleasing rooms * Hotels, restaurants and cafes * Airlines * SME * Big companies Needs in B to C Needs in B to B To consume differently but in a better way * Need to be pleased and to dream * To search for new sensations * Innovative products * tall quality products * To believe in key encourages of the company * To create a notice atmosphere around the coffees tasting as if it was a high quality win * Recognition through the Nespresso Club * To feeler the best coffee of the actual market * Innovative and up -market products = brand image * High quality products to offer to customers or associates * Value of elision emitted by the Nespresso brand * To give to the company or to the event a modern, innovative and dynamic image through an up-market brand * To offer a delightful moment * Recognition arena the Business coffee solution Actually, Nespressos typical customer is either a person coupled to the statue conveyed by the brand and attached to the quality of the service, or a hedonist attached to the quality of the product. Positioning Nespressos positioning is up-market, in names of quality and service. The brand is the worldwide leader of the up-market coffee. Nespresso aims at favorableness per unit and their return on investment preferably than volumes. This is the reason why the brand targets a niche with high legal injurys. 2. 3. ENVIRONMENT 2. . 1 PEST synopsis tell apart points P * The smoking ban impact on coffee machines sales E * A luxurious machine for a high purc hasing power S * Coffee can be considered as a social habit T * Implementation of the latest new technologies Politic The save interesting political aspect in this case is the smoking ban. Indeed, this law has created a change of atmosphere in all public premises where people were used to bring a coffee. Several pubs and cafes have been affected. Some smokers have preferred to have their coffee at home and to make it taste as good as cafes ones, they invested in high quality coffee machines. EconomyCoffees market is characterised by very strong prices fluctuations. Like in every market, coffees price is regulated by the ratio between the quantity of coffee available and the amount of people who want to consume some (in fact, this amount represents the quantity coffee merchants need to buy). If the quantity of available coffee exceeds needs of coffee merchants, coffees price decreases. Conversely, if there isnt enough coffee to satisfy demand, the price increases. In this way, this international prices instability may, at any time, increase or decrease volumes of supply or demand. But the worlds actual economic situation influences those fluctuations.Indeed, recession affects everyone and it is leading to new behaviours and new consumption strategies. Nowadays, coffees supply overtakes demand. However, people targeted by companies like Nespresso are usually wealthy. This is the reason why sells of luxurious coffee machines have increased for a couple of years. Social According to market trends, coffee is the most popular beverage worldwide with over 400 billion cups consumed to each one year. It usually refers to social and family gatherings. Coffee is also associated with white collar jobs and office workers. Nowadays, coffee breaks at work are considered as social habits as they are pleasant ways to chat and relax.However, young people and elderly people restrict coffees consumption. Indeed, young people usually prefer soft drinks and seniors care about th eir health. Technology Coffees market is characterised by high technologies. all(prenominal) coffee merchant is looking for the latest technology in terms of capsules and coffee machines 19 Bar pressure pump, automatic and programmable coffee quantity, capsule container, cup-warming side plates, electronic control of the level in the water tank are examples of inevitable new technologies found in modern coffee machines. However, most of these new products dont correspond to actual environmental criteria. 2. 3. 2 SWOT Analysis -STRENGTHS * Diversification in parallel with its activities in the home sector, Nespresso extended to out-of-home segment (hotels, restaurants, cafes, aviation, SME) * Up- market positioning * Fame and brand image high quality coffee perceived by the customer as a luxury product * personalized marketing Nespresso Clubs (luxurious shops which represent Nespressos universe) and website * Own capsules avoid competition and reduce distribution costs * Constant i nnovation to maintain its brand image, Nespresso deals with sectors leaders such as Krups, Miele or Siemens * Growth higher than 30% per year * Knowledge an exclusive accessories range of high quality * Experimented sales force - WEAKNESSES * Limited target from 35 years old with a high purchasing power * Mono-use of the coffee machine * Ethic and practical issues concerning capsules * High competition with lower prices and good quality equipment * Limited distribution only through the Internet, by phone or in Nespresso shops - THREATS * Competitors numerous and strong * Capsules patent comes to an end in 2012 if competitors reduce capsules price, huge margins realized at the moment wont endure anymore * Multi-use coffee machines people like to have many options (hot chocolate, tea) * Negative environmental image - OPPORTUNITIES * Development on American and Chinese markets * Opening of new shops * B to B * The youngs market Thanks to its positioning, Nespressos sales increase a ke n every year since the companys creation. Indeed, Nespresso wants its coffee and its coffee machines to be considered as luxurious products. However, even if theyre meant to target a niche, more and more people buy those products. For example, during offers periods customers can afford the simplest coffee machine for only ? 50.In fact, the companys turnover is not based on machines sales (only 4%), they are more considered as a strategy. When Nespresso first set up, it offered free machines to companies. in one case the customer has the coffee machine, he can only buy Nespressos capsules. On the one hand, this system represents the main strength of the company but on the other hand, it can be perceived as a weakness. Indeed, many people are not used to buy through the Internet for some(prenominal) different reasons and there arent enough shops. Moreover, Nespressos coffee is often too expensive for potential customers. But Nespresso has planned to open new shops all around the worl d in order to become more accessible.The Nespresso Club is a good way to add a luxurious value to products. It creates a privileged relationship with customers. What is more, the experimented sales force of the company will be able to open up new products, new coffee machines and different mixed bags of coffees. 2. 4. communicating ANALYSIS Direct marketing Through its whole chat, pleasure and quality is always at the heart of Nespressos strategy. Having a coffee isnt an everyday act anymore it became a real sensorial experience. To understand this deep experience proposed by the company, it is necessary to get first into a Nespresso shop. Indeed, this is where Nespressos conference starts.In the shop, everythings meant to create an unforgettable atmosphere characterized by luxury, peace and sensual pleasure. A very nice and smart employee welcomes potential customers. They directly feel homely and are happy to follow him/her to discover products. In this environment, each coffe e machine looks like the perfect last element that will complete the decoration of the potential customers kitchen or living room. Moreover, a large range of tasting implements is nicely presented cups, glasses, teaspoons, shakers, chocolates, sugars and of course coffee. A vast number of unilateral capsules are exposed, and obviously it is possible to taste them.Once the coffee machine and capsules bought, customers become members of the Nespresso Club in the same way as Georges Clooney Hoarding campaign Nespresso chose the American actor Georges Clooney to represent the brand. Through this choice, the company expresses the following message drinking a Nespresso is kind of being like Georges it means integrate the elite, access a higher rank. Advertisers use here an identification process they push consumers to adopt some behaviour and some feelings from the person they would like to be. The aim of this campaigns strategy is to impose Nespresso as a worldwide brand and to reinfor ce its icon statue.Georges Clooney is The man who best represents Nespressos values, as he is sophisticated, chic and charming. Georges, as the brands ambassador, gives some legitimacy and some leadership to Nespresso. Actually, this campaign is based on two types of purchasing motivations. Coffee refers to a simple hearts pleasure but a Nespresso aims to be considered as a kind of magic desire. This delightful idea of having a Nespresso at home is a hedonist motivation. On the other hand, advertisers use the fact that having a coffee has become a social habit so having a Nespresso machine is a good way to show off, as it can represent an extern sign of success. This is the auto-expression motivation. Visual analysis The logoThe N of Nespresso is made of curves, which brings dynamism to the word. This act and warm colours refer to the idea of a nice coffee and to relaxation. We can also imagine an allusion to Italy. There is a direct relationship with yin and yang that remembers e quilibrium. Yin is associated with moon, which represents the womanly part of nature. Yang is associated with sun and represents the masculine part. The visual way Nespressos advertising is adapted to the European market. Indeed, the picture is meant to be red from the left to the right and from the top to the bottom. The lighting, the look and the hands position guide the audience to the slogan, then to the machine and to finish to the brand.The main colour used is black it remembers coffee. Georges Clooney is at the centre, he directly catches the attention. There is a hand-play and a look-play. His eyes are creating a delicious moment of impatience. The composition is simple, there are few movements Georges is acting as a figure of authority. Concerning the slogan Nespresso What else? , the italic typeface remembers the idea of quickness when making a Nespresso. What is more, this short question refers to seduction, still according to the brands up-market position. force relatio ns * Communication relating to events Nespresso always organises an event when a new product is launched.For example, the brand organised a big show in December 2007 at Bon Marche, Paris, to promote 2 new coffees. Nespresso is also an active partner in gastronomic events, such as the Bacuse dOr competition and the selection of the Worlds 50 best restaurants. * insistence re suck ups The press reviews selection is strategic. Nespresso is present in some magazines, some newspapers, and in specialised reviews of information, strategy and opinion leader. * Press Once again, the choice of magazines is strategic. Nespressos ads are published in some magazines like feminine up-market, travels, sciences, decoration, news and economy. Most of Nespressos ads are double-page. Nespresso Magazine The brand has its own magazine. It targets all the members of the Nespresso Club. The magazine is published three times a year and distributed in about ten European countries. The magazines main topics are coffee and lifestyles. It is a 64 pages magazine with no more than 10 pages of ads for luxurious brands. * TV and Cinema In 2006, Nespresso started to broadcast TV muscae volitantes of 10, 30 and 50 seconds. Thanks to Georges Clooney, this operation has been very successful. However, it is through its campaign destined to cinema that the brand caught all the attention (75% of memorisation against 15% for TV). 3. 0 COMPETITORS ANALYSISOn the market of percolators we attend an increase in the number of partnerships between household appliances manufacturers and big food groups * Kraft foods et Braun TASSIMO * Nestle and leaders in the sector of espresso machines such as Krups NESPRESSO * Philips and Sara Lee SENSEO * Procter and Gamble, Black and Decker and Krups HOME coffee * Kraft foods and Braun TASSIMO 3. 1 TWO LEVELS OF COMPETITION Coffee marketoffers a lot of segments powdered coffee, instant coffee, coffee beans, capsules apiece kind of products offer variants Classical co ffee, decaffeinated coffee, Arabica coffee Domestic electrical appliances market offers various products coffee pots, espressos, percolators Concerting to capsules market, two kind of systems exist * Closed proprietary systems Nespresso, Tassimo, that is to say machines which only work with the brands capsules * Open Systems (easy serving espresso) De Longhi, all compatible brands. Coffee marketMonodor, Swiss also, which sold 500 millions of capsules in 2006 in the world (against 2, 3 billions for Nespresso). The same design, the same complexions, the same naming with Italian consonance and the same rates as those of Nespresso. The leader of Monodor, Eric Favre, is the inventor of the concept of capsule used by Nespresso. According to the last rumours, he would recently have signed a discreet pact with Lavazza. Three times smaller with 227 million euros turnover and an annual growth of 10 %, Illy and its cafes-shops (since 2001) aim at the same clientele as at the Swiss roaster. W e can sample the coffee in cups there drawn by the biggest designers or make it some purchases of capsules.Hyper Espresso, the new Illys machine already distributed in certain restaurants will be available for the general public via two new machines launched at the end of the year (approximately 250 and 390 euros). It will require only Illy credit card capsules. Selling price 0, 39 euros each. Starbucks, leader of the retailing and the roasting of coffee with more than 10 000 stores distributed between North America, Latin America, Europe, the Middle East and dovish region. Starbucks made 7, 8 billion dollars of turnover in 2006 and realized an annual growth of the sales of 20 %. The company launched in the United States compatible capsules with the system Tassimo (Kraft Foods), it also collaborates with the car manufacturer BMW and the manufacturer of coffee machines Saeco for the launch of a new machine in espresso, Sirena.Luigi Lavazza is an Italian active company in the coffee market. At the world level, Lavazza distributes approximately 1, 8 billion drinks a year. This company operates in the sector of the espresso in capsule for more than 15 years with the systems ESE, Espresso check and, since 2004, Lavazza BLUE (Best Lavazza Ultimate Espresso). Lavazza is present in 80 countries and acquired an international fame. Today the sector Professionals of Lavazza represents 50 million euros. Domestic electrical appliances market Philips Senseo Senseo is a coffee machine spring from an association between Philips and Maison du Cafe. The main summation of this coffee pot is its speed and simplicity of use.We do not use any ground coffee in bag, but capsules, dont need to measure anymore, similar for the water, it is measured meadow following the number of cups which we wish. Furthermore, the taste remains considerable and the froth gives one plus to the coffee natural. Key Factors of Success Speed of use, simplicity of use, design, taste. Philips cucina Thi s second coffee-pot of Philips, is less popular than the Senseo. This is principally had to the fact that its use is totally different. No capsules, but ground coffee and filters. Less rapidity of use, but simplicity is always present. The principal asset of this machine is its design and its simplicity. Key Factors of Success simplicity of use, design. Delonghi espresso Another different coffee pot.Here it is the same system of use that the previous one, but this coffeepot is more worn towards the quality and taste. Indeed, its main asset is the taste which it conjures and its froth as well. Key Factors of Success taste. Moulinex crystal, Moulinex cocoon These two machines are similar this is the reason why they are examined together. Work as the philips cucina, with ground coffee and filters as well. Their major assets are design and simplicity. However, they are common to many coffee pots. Key Factors of Success simplicity of use, design. Tassimo This is a machine which does at the same time filter coffee, espresso, cappuccino, chocolate and tea.Its capsule, called T-disc and patented, is endowed with a bar code which allows to recognize the drink and to adapt the preparation. A single button orders the use of the machine. Key Factors of Success Speed and simplicity of use, design, taste, quality and practicality. 3. 2 FIVE PORTERS FORCES Competitors The main Nespressos competitors are Compagnies Philips et Sara Leein 2002 Target general public Price 69 Capsules 0,13-0,19 and compatible with the others percolators Main competitor, Senseo established itself as the leader of capsules. The technology is simple and cheap, so easy to access, con squiffyed by the sale volume. We notice a big increase in + 37. 5% for Nespresso, and + 30% for Philips Senseo.Senseo which is often directly criticised concerning the fact its offer is not a real coffee espresso, for lack of sufficient pressure, has just reacted with a kit espresso (carries filters & capsules) being a ble to adapt it on the machines which already exist. Its positioning is very generalist in comparison with Nespresso which promotes a up market brand image and which aims a certain clientele. Nespresso insists also on the quality of its coffee as being an exception coffee, and does not skimp on the means to assure to its clientele the better services and advices. Kraft foods and Braun TASSIMO Target all drinkers of hot drinks Price 129,99Capsules 0,22-0,28 This is a machine which does at the same time filter coffee, espresso, cappuccino, chocolate and tea. Its capsule, called T-disc and patented, is endowed with a bar code which allows to recognize the drink and to adapt the preparation. A single button orders the use of the machine. Since its launch in France in 2004 until at the end of 2006, more than two million systems of drinks Tassimo were sold in seven countries. Kraft Foods awaits of its brand Tassimo, a turnover of 200 millions of dollars this year. The threat of substitute s Tea and infusion are markets with well being references contrary to the coffee. Each year, 2. millions of metric tons of tea are produced in the world and about 1,200 billion cup of tea are drunk per year, hence 36,000 per second, which corresponds to an average annual consumption of 600 grams per year and per person. Soluble and other coffee varieties the coffee market in capsules would not represent in 2006 that 3% in volume and 7% in value of the total quantity of consummate coffee in the world. But, nowadays the coffee market increase where sales stagnate. The power of suppliers About coffee the coffee market is characterized by fluctuations rather frequent because of the fact that it is governed by the offer and the request, which influences the coffee prices.Example In 2006, Starbucks had bought its grains about 36% above the course of the stock Market of New York. This American worthless constrained Nespresso to align itself. The Swiss business thus paid a premium of 33% i n comparison with the average course of the stock Market. However, Nespresso has a partnership with a NGO working for durable farming. For the machines Nespresso has partnerships with the machine builders. There are many brands in competition each other Krups, Magimix, Siemens, Miele That allows Nespresso to check easy the pressure of the suppliers. The power of customers The customers have a strong pressure on the market because they have access to a diversified choice.However, for the systems owners, the pressure is inverted, indeed, once the machine bought, the customer can only to use the corresponding capsules. In addition, the stagnation of the consumption of coffee gives to the customer a certain influence on the sector. electric potential entrants * Procter & Gamble * Kraft foods et Braun * Philips et Sara Lee * Salton * Monodor * Illy * Starbucks * Lavazaa The threat of the potential entrants is quite strong all the more so it is the matter of big groups such as Procter & Gamble or Salton. Concerning to competitive force, the pressure is even more important as a consequence of the presence of many competitors on this sector. Competitive RivarlyIn this sector it is very pronounced as a consequence of the fact that there are some(prenominal) competitors which take strategies of growth and base themselves on the innovation technological of the products. The competitive pressure is strong considering to the variety of the products and the power of competitors. Some of them do not hesitate to produce open systems, that is to say, usable capsules with others machines. The market is amiable and does not really represent barriers to the entry, thats a real potential. 3. 3 NESPRESSO COMPARED TO COMPETITORS MULTI-DRINKS CAPSULE VARIETY (COFFEE) MACHINES QUALITY (Power) ACCESSIBILITY CAPSULES PURCHASE POSITIONING (upmarket) COMPETITIVENESS MACHINES & CAPSULES PRICES BRANDS MATCHINGPRESENCE IN THE MARKET (Time) Nespresso Tassimo Senseo 4. 0 NESPRESSOS STRATE GY Since its creation, Nespresso has experienced several policies and several strategies which were not always successful, until now. Indeed the current strategy of the company is a dexterous association of knowledge, creativity and innovation which transformed the firm in a real and particular concept. Nespresso is now one of the most known brands on the coffee market. 4. 1 CORPORATE STRATEGY 4. 1. 1 Differentiation Strategy To deeply understand the Nespressos corporate strategy, we based our reflection on the Generic Strategies analysis by M. Porter. COMPETITIVE ADVANTAGE Specific feature seen by the costumer Low cost policy of the company COMPETITVE SCOPE Broad DIFFERENTIATION overall COST LEADERSHIP Narrow FOCUS/ NICHE STRATEGY Analyzing the principal characteristics of Nespresso we can think that they use the Differentiation strategy. Indeed, the eminence strategy implements other factors than the price in order to differentiate the product or service from the competitors. The Nespressos strategy is based on a high quality product and on a luxurious brand image. If you buy a Nespresso product you belong to the selective Nespresso Club which provides lots of personal advantages and personal status to the consumers who are ready to pay a high price.The company offers a perfect espresso for hedonist and elitist people who reflect a special way of life the more than 30 year old urban people with a high purchase power. Nespresso use the specialization through the top with a high price and value The Virtuous Circle of the differentiation through the top Characteristics Risks * Intuition and Creativity * Innovation * Business * Partner and cooperative distribution network * Good brand image * Difficulties to manage the additional cost due to the differentiation * Wrong perception from the costumer * Imitation of the differentiation factor * Lose the interest of the differentiation factor from the costumerWe can easily link this model to the Nespresso concep t their creativity innovation and intuition are perceived by the rarity, the quality and the image of the range of capsules or machines they sell. It is perceived as well by the concept of Club and of belonging to a high confederacy just drinking a delicious coffee which answers to their target using the esteem need of the Maslows hierarchy. Its distribution network is an entire part of its concept luxurious places where consumers can spliff people sharing the same taste and feel the personal status Nespresso gives them. Concerning the brand image, Nespresso is now one of the most famous brands thanks to its clever communication and to the face of the company George Clooney.At the moment Nespresso keeps its competitive advantage and is still a reference in the high quality market. Consequently the firm is still avoiding the risks linked to this strategy which is the main reason of its incredible success. If we follow the Strategy Clock of Bowman, we can explain why the differentia tion strategy succeeds so much. Indeed, the perceived added value sufficient to bear a premium price. The target buys not only an espresso machine but the whole culture of Nespresso which give them the possibility to join an elitist community and reach particular privileges. 4. 1. 2 Internal Growth Strategy The internal growth strategy of Nespresso is clear Penetrate and spread.The company currently wants to conquer new markets shares thanks to a strong marketing campaign at once push cinema, television, billboards and pull direct marketing, website, sponsoring, in order to become and stay the leader on the capsules coffee market. The firm established an internalization strategy. It has recently implemented some stores in the United States and in China. Nowadays, Nespresso is represented in more than 50 countries by 160 Nespresso boutiques in 2008. Two different kinds of internalization strategies are possible. The first one is the Multinational strategy the organizations activity is implemented in a new area and then modified according to the countrys specificities.Nespresso is developing the Global strategy it proposes on the whole area it covers a standard offer. Nevertheless, the international development of the brand succeeds thanks to a good knowledge of the coffee consumption habits which is very different in each country. According to that, it adapts its strategy to each new market, privileging sometimes the loyalty aspect of the concept and sometimes to conquer new costumers. 4. 1. 3 External Growth Strategy An external growth strategy could be defined by a merger and acquisition process, by an assortment of companies or by a partnership of different firms. Nespressos strategy is defined by the last one.Indeed, the firm established strategic alliances with some famous companies as SIEMENS or TURMIX (KRUPS) to develop some of their activities like coffee machines. According to the contracts those companies have to respect the Nespressos criteria manuf acturing design, refined and luxurious items. Nespresso cooperates as well with the RAINFOREST ALLIANCE, one of the most important ONG supporting agriculture in order to create the NESPRESSO AAA program which certifies the quality of their product. The objective of this program is to produce a high quality atomic number 19 coffee according to the economics and social consequences for the local producer and to the environments respect. 4. 2 ACTIVITIES STRATEGIES Nespresso SA is one of the most efficient strategic business units of the Nestle group.Therefore, despite the fact that the company owns several activities none is corresponding to a strategic business unit. Nevertheless, as we state the firm operates on different market segments thanks to 4 developed businesses the sale of espresso machines, of coffee capsules, of accessories and the managing of many luxurious places around the world. In order to deeply understand the company strategy and to produce a complete study, we wil l present the different businesses Nespresso proposes and then its strategy applied for each of its market segment using those businesses. 4. 2. 1 Nespressos Businesses first appearance Espresso machines The espresso machines represent the main activity of the brand and generate the most important profit.The company has created 40 models according to the different needs of the target. The machines are manufactured by partner companies as Siemens, Miele, Alessi, Koenig, Turmix, De Longhi, Magimix and Krups. They differentiate themselves by a unique design and a luxurious aspect which perfectly reflect the Nespressos image. As an example, the most famous machine is the MAGIMIX M110 sold for ? 116 New compact brewing unit technology, 19 bar pressure pump, thermoblock heating element, automatic and programmable coffee quantity and available in different colors What else? Those machines represent a high technology inside a refined aesthetic.Concerning the distribution network, it is a t raditional one we can find some machines in hypermarkets, mail order or in specialized shops. More than 18000 points of sale have been counted. Coffee capsules The Nespressos range of coffee capsules is composed of 9 different blends from the decaffeinated to the strongest one. The espresso blends come from the finest coffee-producing countries Brazil, Columbia, Costa Rica, Togo, Guatemala, Kenya and Ethiopia. Capsules cost ? 0. 25 each and customers can only find it on the Nespresso official website or in Nespresso boutiques. According to Daniel Lalonde, International Commercial Director, 24 capsules are sold each second somewhere in the world. AccessoriesIn order to perfectly complete their offer, Nespresso sells to its consumers all the accessories which are necessary to make their coffee break a design and elegant moment. A wide range of coffee cups from ? 8. 81 to ? 44. 04 each, sugar bowls, chocolate, items to heat the milk, recipe glasses, candles, Shaker, cappuccino kit, spo ons, trays and more. Under the words Presentation is everything Nespresso makes its consumers understand that they cannot drink such a delicious coffee without sophistication. The Nespresso Boutiques The Nespresso boutiques and debar boutiques are the heart of the Nespresso communication strategy. They are allowed only to Club members and are the showcase of the brand. Consumers belong to the club as soon as they buy their first machine.From this moment they are able to buy the capsules and the accessories and they benefit from a personal service for information or reclamations. Moreover they are able to enter the luxurious boutiques in order to taste new blends, buy some products or just enjoy their time in beautiful and refined spaces. Those boutiques generate about 25% of the companys annual turnover in B to C. In order to create those elegant and design spaces the brand worked with the famous French architect Francis Krempp who realized the plan of the biggest boutiques. Each n ew boutique is strategically located in the most elegant and famous street of the biggest urban centers. We currently count about 160 boutiques and bars boutiques around the world. 4. 2. 2 Nespresso Markets SegmentThe company operates on two different markets segment, the Nespresso Business to Consumers division for customers or Club members and the Nespresso Business to Business division for the out-of-home sector. In a very competitive environment, the brand is positioned as leadership and as the only distributor and owner of aluminum capsules and particular machines patents. The Nespressos challenge is that in 2012 the capsules and machines patents will become public giving to the competitors the possibility to create machines with the same technology and the corresponding capsules. Therefore, in the following part we will analyze the strategies that the company is currently using in order to keep its position on the market. Nespresso applies different strategies for each market segment. 4. 2. 2. 1 Nespresso Business to ConsumerIn this section the target are the members of the Nespresso Club, the new costumers and the potential customers. Machines furtherances and new customer strategy Nespresso aims to conquer new customers until 2012 proposing some promotions on machines at special occasions of the year. The brand wants to develop its consumer panel thanks to reductions for the new buyers, for the club members and for partnerships. The Partnership is the fact that a consumer pushes another person to buy a machine, and then the consumer gets a reduction. The club members are the best promotion support for Nespresso, indeed a consumer who talks about the brand to 10 people for example, gives it between 3 and 5 new potential customers.Moreover, once the customer buys his first machine, he becomes a member and therefore he has to buy the capsules and enter in the Nespressos database. Differentiation strategy The Coffee In order to keep its dynamic image, Nes presso markets, once a year and in a period of two months, two new coffees from a small production bound limited edition, autumn club edition and variations. Those very high quality coffees are punctual and limited offers which goal is to make the customers come into the Nespresso boutiques. Those products are very rare and consequently, it does represent a differentiation because Nespresso is the only brand which proposes a different offer from the classic range. Finally the variations are another kind of limited editions it is a range of flavoured coffee.Machines In order to differentiate itself from the competitors, the company created a pack machine which contains an instructions file, 12 capsules and some promotional leaflets on accessories. Accessories As a luxury brand Nespresso has different seasons collections of accessories The Autumn/Winter collection and a Spring/Summer collection. The firm is the only one which creates its own accessories on the coffee market. Loyalty strategy The main strategy of the company in B to C is the loyalty strategy based on an important loyalty program * The Welcome in Nespresso concept * The website * The Nespresso Club * The mailing and emailing campaigns * The phoning campaign called Nursing Newsletter in the monthly Nespresso magazine The Welcome in Nespresso concept This loyalty program integrates on one year long the new customers thanks to discovery boxes or promotions. This strategy not only strengthens the Nespresso perception and its brand image it also allows it learning more about their consumers from the beginning, encourages members tasting different blends and buy accessories and generates important orders. The website www. nespresso. com Useful loyalty tool, it generates about 37% of new members. Indeed the consumers can buy some items online and regularly check the new offers and promotions. The Nespresso Club The main dvantage of this concept is to create a long term relationship with the consumer bec ause he belongs to the brand club since his first purchase. He will regularly receive some mailings and emailing and therefore he will be in regular contact with Nespresso. Mailing and emailing When a new customer enters in the Nespressos database he often receives personalized mails about the club services, the accessories, machines and some ecstasy surveys. Nursing Nespresso phones all new customers one month after their first order asking them about their opinion about the Grand Crus and the practicality of the machines. They also remind him the club services.Public relations As we said previously, the Nespresso magazine is delivered only to the best consumers of the brand. It is mainly about coffee but also about different subjects about the luxury sector. It is considered like a privilege for those who receive it. 4. 2. 2. 2 Nespresso Business Coffee Solutions This division of the firm targets companies from different sector Offices, hotels and restaurants, luxury retails (lu xury shops, spas) and airlines companies. The B to B prospecting strategy Prospecting Nespreso is currently prospecting new business customers using tools as a trying brochure or telephone number in order to pass water an appointment to try a machine.The objective of this strategy is in a first step to establish a contact with the potential business customer for a free try and in a second step to measure his potential and his needs. Try and contract During the try session the aim is to introduce Nespresso Professional, inform the potential customer about the different products and services, create a first impression and engender the signature of the contract. Loyalty strategy As the B to C loyalty strategy, the company that Nespresso is targeting will receive a welcoming pack, some phone calls (nursing) and a satisfaction survey. 4. 2. 2. 3 Market segments strategy conclusions On the whole we can say that the B to B division is now a mature segment where Nespresso mainly has to dev elop its relationships with its customers.Nevertheless, despite the fact that the B to C division is well developed and well positioned on the market, the company still has to conquer market shares and customers around the world. Indeed the machine selling is a very important part of the Nespressos profit and needs to be increased. CONCLUSIONS AND RECOMMENDATIONS Unique Personalized Service High Design Machines High Quality Coffee In conclusion, according to the market trends and the Nespressos sales, the company is on a successful way. Success which began with its resources, indeed Nespresso owns decisive intangible resources which are its several patents, its relationships with high technology industries and quality coffee producers around the world and finally, its brand image.They are completed by an inventive strategy management team the firms main tangible resource. Those resources engender the Nespressos distinctive competencies Ownership of high technology and design proces s, worldwide coffee supplying and an efficient differentiation strategy. The final result of the Nespressos competencies is the now famous trilogy of competitive advantages That is how Nespresso became one of the most famous coffee brand and that despite high price products, sales exploded. The competition could be severe however each competitor has a different positioning which protects the company from directs competitors. All future consumers are conquered by the system and rapidly become a Nespresso Club member.About the future of the company, it recently conducted a democratization strategy targeting younger customers creating the Essenza and Compact ranges. The reason is probably because their target is getting older which could become risky in long term speaking. The expansion of Nespresso Boutiques confirms that theory, the company is trying to catch the attention of a larger population. As we said the firm has to develop its machines sales as much as possible and young peop le seems to be a perfect potential target. In order to reach this aim Nespresso should develop its range of affordable machines keeping a dynamic and innovative feature but giving to younger people the access to the brand. Nevertheless, they should not target people under 25 in order to keep their high quality brand image.Recently some competitors launched new technologies able to produce not only coffee but hot chocolate and tea as well. It could be an interesting evolution for the company, still in a view of getting the target larger. Indeed the tea market is full of potential with an increasing demand. Moreover, to attract young people Nespresso could create a special range of machines with a trendier aesthetic, keeping its refined design with a touch of dynamism. As final recommendation, Nespresso should find an alternative to the aluminum capsules which are in contradiction with the environmentally friendly and natural image that Nespresso desires to have. Indeed aluminum is kn own as a very polluting material.

Sunday, May 26, 2019

Pros and Cons of Fast Food

The Good and naughty of Fast Food The Good and Bad That Fast Food Brings To Our Society Shawn Guzman E. C. P. I. English 110 The Good and Bad That Fast Food Brings To Our Society In this day and age everyone has had some contrive of riotous nutrition. on that point argon many options to remove from all around the world. If one was to travel gr ingest deal any main city block, he or she whitethorn be overwhelmed with the many options to choose from. The most popular options whitethorn be McDonalds, Burger King, Pizza Hut, and Subway just to cook a few. The superiors be almost endless. The availability to eat degraded food is everywhere.It is very hard non to nonice when thither argon advertisements on television, magazines, and all over the internet. The advertisements offer striking deals, large quantities, great gifts and more. It can become very hard to avoid the temptation. That is what these franchises marketing groups be targeting. thither are many questions aske d jolly how rheumy speedy food is. There are constant debates that fast food is bad for you. I remember if you eat in addition untold of anything it may be un healthy. Fast food has been around for a long time and seems exchangeable it will be around in the future as well.There are corking and bad things approximately fast food that many citizenry are aware of. Thats why in that location are always debates about the pros and cons of fast food. The way that fast food is portrayed to be unhealthy is understandable and there are many reasons to support that, but there are also many reasons why people think fast food is great and is not getting any less popular. A very good thing about fast food is the availability. There are many jams to eat fast food. At any spare moment driving down the street people can pull over to one of many chains of fast food restaurants to eat.There are different varieties to choose from such as Chinese food, pizza, Mexican, and maybe the most pop ular hamburgers and fries. Every year there are more and more locations popping up that offer different varieties to choose from. Franchises same Wendys and McDonalds seems like there are locations everywhere. McDonalds operated their first location back in 1955 and now McDonalds is the leading global foodservice retailer with more than 32,000 topical anesthetic restaurants serving more than60 million people in 117 countries each day (Our history, n. d. ). Fast food is very convenient for a lot of people that are on the go. many a(prenominal) ho drug abuseholds may not have the time to cook a well home cooked meal. A single grow that that gets up in the morning and has to get ready for work, while taking care of a child, may not have the time to cook breakfast. This is a time when the parent may elect to get a breakfast on the way to work. After a long day of working a fulltime job, that person may not have the time or energy to cook a meal at home. That is when fast food may be very convenient. Many households may not have the time to sit down as a family, and eat breakfast, lunch or dinner.This is a perfect time when fast food may come in handy. Many fast food locations have very affordable prices. If you can go to a specific location and eat a full course meal for under five dollars, that may be very affordable. With the state of economy being the way it is straight external in the U. S many people might not be able to afford the cost of grocery shopping. People may prefer to bribe an inexpensive meal to extend each other. Imagine a single parent has a child that is hungry and the parent only has five dollars. There are locations now such as McDonalds that have what they call, The Dollar Menu. Based on McDonalds website, people can order variety of breakfast sandwiches, hamburgers for lunch, and level(p) soft drinks, for just $1 dollar a piece (Dollar menu, n. d. ). The average person can purchase 5 different events with 5 dollars. That can feed a c ouple of people in a household. any(prenominal) may say this can turn out to be very costly if through with(p) on a regular rump, although there can be many reasons why this can be perceived as an affordable and viable option. There may be many that believe fast food is completely unhealthy, when that is not necessarily true.If fast food is eaten at moderate rates it is not necessarily an unhealthy issue. Currently based on the U. S Food and Drug Administration (FDA) they state FDA regulations require nutrition information to appear on most foods, and any claims on food products must be truthful and not misleading. In addition, low sodium, centerd plonk, and high fiber must interpret strict government definitions. FDA has defined other terms used to describe the content of a nutrient, such as low, reduced, high, free, lean, extra lean, good source, less, light, and more.So a consumer who wants to reduce sodium intake can be assured that the manufacturer of a product claiming t o be low sodium or reduced in sodium has met these definitions. (Food label, 2008) The label for the food has nutritional facts on it. The labels are suppose to state how much calories an item has in it, or how much salt and sugar the item contains. These facts are helpful to determine if the item is healthy or not. Even though most of these fast foods can contain a high wad of cholesterol or fats, if taken in moderation it may not be unhealthy.It may seem that fast food is the most unhealthy food in the world, and rightfully so. There are so many negatives about fast food, that some people may think why even eat it at all. The effects of eating too much fast food can be very costly. Even though it may seem like fast food is so delicious and there are so many different options, is it really worth it in the end? One of the unhealthy ingredients in most fast food is Trans fat. Trans fat is fat produced from the industrial process of hydrogenation, in which molecular hydrogen (H2) is added to vegetable oil, thereby converting liquid fat to semisolid fat. (Trans, 2011) Some of the specific fast foods that contain Trans fat are items such as pizza dough, French fries, and fried chicken just to name a few (Trans, 2011). There are so many different types of fast food that uses some form of Trans fat. There are many health risks that can start from eating too much fast food that contains Trans fat. There have been many studies to determine if Trans fats or saturated fats puddle perfume disease. At one point in the late 1980s some test affirm that saturated fats lead to heart disease, this caused many to believe there was no harm in eating fast food that contain Trans fat.The consumption of Trans fat rose drastically during that time. It wasnt until the 1990s that test confirmed that Trans fat was actually a higher risk to cause heart disease than saturated fats (Trans, 2011). Either way it seems that both types of fat can cause some form of heart disease if too m uch is consumed. The best thing is to have a healthy diet. Fast food can be the start of an unhealthy diet. There are plenty of unhealthy ingredients in most fast food meals. Many people may say that there is a gain of weight when eating fast food. People who eat a lot of fast food probably have a remediate chance of being overweight.If someone eats more than a couple of fast food meals a week most likely they are not in proper shape. Eating too much of any fast food is not healthy for any one. When eating foods that are unhealthy they loosely contain fats, salts, or some type of sweetening. These types of ingredients may be addictive. People whove been eating fast food for a while may believe that it is too hard to just stop eating. Some people may say just stop eating fast food, but is it really that easy? certain(prenominal) ingredients may be addictive or have some type of mental power.A former director of the FDA Dr Kessler states When it comes to stimulating our brains, Dr. Kessler noted, individual ingredients arent particularly potent. alone by combining fats, sugar and salt in innumerable ways, food makers have essentially tapped into the brains reward system, creating a feedback loop that stimulates our require to eat and leaves us wanting more and more even when were full. (Parker-Pope, 2009) In this article Dr Kessler continues to make valid points on how it seems that fast food restaurants use this to theyre advantage.Some of these restaurants have scientist that try to figure out the perfect combinations of sweets and fats that seem overwhelming to the human taste buds (Parker-Pope, 2009). With the food scientist making food irresistible, it makes it that much harder to present down the hamburger or French fries that taste so good. So just think that if these scientists, that work for these fast food restaurants, make it that much harder to stop eating fast food, people are going to continue eating fast food. That is when people start to ga in weight.When people keep eating even though they are no longer hungry, that can lead to being overweight and obesity. Those are big problems in our society and why fast food is a contributor to that problem. The negative perception about fast food being unhealthy is true because of the tactics that are sometimes taken. Some of the tactics used by fast food restaurants are their marketing campaigns. For example the McDonalds Happy Meal that is marketed toward children. These Happy Meals can be purchased at a reasonable price and also come with a toy. It is very hard to tell hildren no when they see that a toy comes with the fast food they are about to eat. Most of the time a child doesnt even care about the meal itself. Imagine trying to feed your child a healthy meal, but they frequently see their most popular cartoon character or super hero toy being given away free with an unhealthy McDonalds Happy Meal. This is what many parents have to deal with. Finally someone is trying to c hange this from being a problem. Currently San Francisco city officials are trying to ban Happy Meals from being sold with toys if they dont meet certain nutritional standards.The San Francisco Supervisor Eric screw up, who started the proposal, said I do believe that toys and other incentives attached to foods that are high in sugar, fat, and calories are a major reason for the alarming rise for childhood obesity in this country, Mar said. This is a very modest ordinance that is an incentive for the industry to take responsibility for healthier choices for children and parents. (Martinez, 2010) Hopefully if one city or state stands up for our children others may follow.This can be the start of what our nation needs to start getting back to eating healthier. Fast food companies need to be controlled somewhat on how they are marketing their unhealthy food to little children. There are a lot of arguments about if fast food is healthy or unhealthy. Some people believe fast food is ver y affordable and convenient, with plenty of options to choose from around every corner. The way our nation is always on the go, it is hard to argue with a person wanting to just grab a bite while on their way to work, or when taking their children to school.Sometimes it feels like there is not enough time in the day to cook, and fast food is a perfect option at the end of the day. As for fast food being unhealthy, is not a real debate. There are current test that clearly show that as being the case, but measurement and regularity seems to be more of a problem. If a person eats too much fast food on a regular basis than that can prove to be deadly. We are in the land of the free, where we believe in freedom of choice. If someone wants to eat fast food that is a choice they can make for themselves, whether it is healthy or not.References Dollar Menu. (n. d). McDonalds. com. Retrieved Jan. 1, 2011, from http//www. mcdonalds. com/us/en/food/meal_bundles/dollar_menu. html Food Label Hel ps Consumers Make Healthier Choices. (2008). Retrieved Dec. 27, 2010, from the world huge web http//www. fda. gov/ForConsumers/ConsumerUpdates/ucm094536. htmmoreinfo Martinez, Michael. (2010, Nov. 8). Ban on low-nutrition Kid-toy meals draws nearer in San Francisco. CNN. com. Retrieved Jan. 3, 2010, from http//www. cnn. com/2010/US/11/04/california. fast. ood/index. html? iref=allsearch Our History. (n. d). McDonalds. com. Retrieved Jan. 2, 2011, from http//www. mcdonalds. com/us/en/our_story. html Parker-Pope, T. (2009, June 22). How the Food Makers Captured Our Brains. The New York Times on the Web. Retrieved Jan. 4, 2011, from the world wide web http//www. nytimes. com/2009/06/23/health/23well. html? _r=1=health Trans fat. (2011). In Encyclop? dia Britannica. Retrieved Jan. 1, 2011 from http//www. britannica. com/EBchecked/topic/1085248/trans-fat

Saturday, May 25, 2019

Existentialism vs. Phenomenology Essay

Existentialism vs. Phenomenology and the response to Hegelian Idealism Absolute idealism was a huge part of Western culture but through the ordinal and twentieth centuries the greatest political movement took place. Marxism was this great political movement. The movement had an affect on theology and art. Jean-Paul Sartre, a continental philosopher who lived in the nineteenth hundred was an existentialist. Some of the main themes of extentialism argon Traditional and academic school of thought is sterile and remote from the concerns of real life. Philosophy must focus on the individual in her or his confrontation with the world. The world is irrational (or, in any event, beyond total comprehending or accurate conceptualizing through philosophy). The world is absurd, in the sense that no ultimate explanation apprise be given for why it is the way it is. Senselessness, emptiness, triviality, separation, and inability to communicate pervade human existence, giving birth to anxie ty, dread, self-doubt, and despair. The individual confronts, as the most important fact of human existence, the necessity to choose how he or she is to live within this absurd and irrational world. (Moore-Bruder, 2005)The extentialist believed that there was no resolving to the existential predicament. They say life can only deteriorate and without struggling through life a person can find no substance or value to the life they lead. Some of these themes had already been introduce before Jean-Paul Sartre came up the additions. The philosophers, Arthur Schopenhauer, Soren Kierkegaard, and Friedrich Nietzsche were the contributors to these themes. All three had a strong distaste for the optimistic idealism of Georg Wilhelm Friedrich Hegel and for metaphysical systems in general.Such philosophy, they thought, ignored the human predicament. For all three the universe, including its human inhabitants, is seldom rational, and philosophic systems that seek to make everything seem rati onal are just futile attempts to overcome pessimism and despair. Soren Keirkegaards fundamental question in life was is there anything in this world or outside it to which the individual can cling to keep from being swept away by the dark tides of despair? He was as almost entirely concerned with how and what the individual really chooses in the face of doubt and uncertainty.He thought the only way to be grated relief from despair was to return a total commitment to God. Friedrich Nietzsche was convince that the world was run by a cosmic force and that it is driven by will to power or will power. This way of thinking was quite an different from Keirkegarrd. Nietsche believed you had to control your own destiny and seize what was yours. He led a more exciting life, a more passionate one. Keirkegaard was very blue and spent most of his life battling despair but found comfort in God.Nietzsche used to say Which is it, is man one of Gods blunders or is God one of mans? While both o f these men had different views from each other they agreed to disagree with extentialism. Existentialism as a philosophical movement was something of a direct reaction to perceived social ills and was embraced by artists and writers as much as by philosophers So it is not impress that two of the greatest existentialist philosophers, Albert Camus and Jean-Paul Sartre, wrote drama, novels, and political tracts as well as philosophical works.Phenomenology interests itself in the essential structures found within the stream of conscious implementthe stream of phenomenaas these structures manifest themselves independently of the assumptions and presuppositions of science. (Moore-Bruder, 2005) Phenomenology, much more than existentialism, has been a product of philosophers rather than of artists and writers. But like existentialism, phenomenology has had enormous impact outside philosophical circles. It has been especially influential in theology, the social and political sciences, and psychology and psychoanalysis.Phenomena is the distinction between the way something is immediately experienced and the way it is. Both Hegel and Kant were philosophers of Phenomenology. Also, Edmund Husserl and Martin Heidegger were phenomenologists. Husserl introduced transcendental phenomenology, whose object it was to investigate phenomena To investigate phenomena in this way is to bracket or exclude ones presupposition about the existence or nature of an external or physical or objective world. Husserl called this process phenomenological reduction without making any assumptions about the world.Heidegger, too, was convinced that it was necessary to look at things with fresh eyes, unshrouded by the presuppositions of the move over and past. According to Heidegger, we are basically ignorant about the thing that matters most the true nature of Being. It is usually with reference to his earlier work that Heidegger is sometimes called an existentialist. Heidegger himself resiste d this appellation. merely he was very much influenced by Kierkegaard and Nietzsche, and the concern expressed in his early works with such existentialist themes as fear, dread, meaninglessness, and death is quite evident.Sartre analyse in Germany for a brief time in the 1930s and was influenced by Heidegger. Sartre attributed the concept of abandonment to Heidegger, and Sartre and Heidegger both were concerned with the concepts of bad faith, authenticity, a lifes project, and others. In philosophy it is true that each view even if they are opposing influence one another. In the last third of the twentieth century, various(a) Continental voices were raised against what they saw as suspicious assumptions about the meaning of right and wrong, the nature of language, and the very possibility of human self-understanding.Some Continental philosophers have been suspicious about Western metaphysical systems that they claim lead to the manipulation of nature or that set up a certain ethn ic or cultural perspective as absolute truth. As the years go by new philosophers try to prove the others wrong and so is the development of philosophy always on going. Reference Moore-Bruder. 2005. Metaphysics and Epistemology Existence and Knowledge The Continental Tradition. The Power of Ideas, Sixth Edition. Mc-Graw Hill.

Friday, May 24, 2019

Far from the madding crowd Essay

In Far From the Madding Crowd, Thomas Hardy examines different types of extol. Consider the relationships Bathsheba has with Gabriel, Boldwood and Troy ensure also Troys relationship with bottomland robin. What conclusions does Thomas Hardy wish us to draw about the nature of love? Support the points you sham with close reference to the text. You must also mention the social context of the novel and any relevant literary tradition. Bathsheba is a real vain womanhood who likes to think truly highly of herself, in the scratch line appearance she makes in the novel, she is admiring herself in the mirror.The last word in Chapter 1 is vanity. Hardy has effected some of the features of two of the main characters and made us curious about this development of the relationship between Oak and this vain but handsome girl. Bathsheba was non a conventional woman of her time. She was an unusual for a woman of her time because she was very independent. She also refused her first offer of marriage although penniless and living with her aunt. Women at this time relied heavily on marriage. Women at that time often also married for security.Bathsheba is quite teasing with men, for example, when Gabriel Oak holds her hand, she suggests But I suppose you argon thinking you would like to kiss it? You may if you want to. But when Gabriel says, I will. She instantly says, No you wont This collections that she is teasing, and she can get some men disquieted about her. Her relationship with Gabriel has its ups and downs. Gabriel cares for Bathsheba so much but as the novel goes on, Gabriel realizes that there is no chance that he will marry Bathsheba because two different obstructions are in the way, the similarly vain Sergeant Troy and Mr.Boldwood. Bathshebas relationship with Mr. Boldwood is very awkward because, she scarce sent the valentine letter as a prank. It all started off when Liddy and Bathsheba were writing a Valentine letter to little Teddy Coggan. But Lidd y suggests, What fun it would be to send it to the stupid old Boldwood, and how he would respect Bathsheba does not agree to the idea at first and says, No, I wont do that. He wouldnt see any humour in it. She was right.But Boldwood takes it so seriously and becomes absolutely obsessed with her, My life is a burden without you, I want you I want you to let me say I love you again and again When Bathsheba tells him the truth about the Valentines card, Boldwood does not want to and cannot accept the fact that it was a joke and a prank No, no, no. breakt say thoughtlessness Make me think it was something more that it was a sort of prophetic instinct the beginning of a feeling that you would like me. because Troy comes into the novel.During that period of time, there were strict rules governing the etiquette of behaviour about men and women being alone together and they certainly would not publicly suffer each other or their clothes. This makes their meeting highly irregular. Bathsheba would be particularly vulnerable in this situation. Troy is similarly vain and teasing like Bathsheba, this enchants her, convey you for the sight of such a beautiful face He also often repeats the word, Beauty aimed obviously at Bathsheba. When they depart after their first happen upon, she is very gifted and feels flattered.She looks in the mirror (as usual) and repeats Troys words, Goodnight beauty Bathsheba is aware of her beauty, and she feels that if some handsome man in uniform compliments her on her looks, then that is very rewarding for her and it boosts her self-confidence. Also, Troys showmanship with his sword swept Bathsheba off her feet. Also, because Bathsheba would have been very nai ve and inexperienced in the ways of love, she found it very hard to resist Troy. Bathsheba and Troys relationship, was more of a sexual love than a real love She felt powerless to withstand or deny him.He was altogether too much for her. Another sign of Bathshebas vanit y was that, she only married Troy because he had said he saw a more beautiful woman. So, Bathsheba went all the way to Bath just for Troy. But later on in the novel, Troy does not show that same feelings as when they first met. Instead, Troy becomes more involved into Fanny Robin and regrets ever turning her down. The type of love Fanny Robin loves Troy with all her heart she even walks miles just for him. Many young women in the Victorian times would have eloped to marry soldiers.This was called Scarlet fever. This would be a disgrace to the girl and her family. Hardys aunt Martha was said to have eloped with a soldier When she asks Troy when they will be wed, Troy does not even understand what she is talking about. Fanny asks, When will it be? Troy then asks What? Then Fanny tries to remind Troy, That you promised. Troy again, forgetful, I dont quite recollect Then Fanny desperately says, O you do Dont speak like that. It weighs me to the earth. It makes me say what ought to be said first by you. Fanny wants to get desperately married, but Troy wants her mainly for sex and for more of a casual relationship. Troy gets very angry and upset(a) when he sees the coffin with Fanny Robin and the baby in it. Tragically, Fanny died of childbirth. The baby was still born. Many deaths occurred due to lack of technology including childbirth. He wholly forgets about what he had with Bathsheba and thinks of what he could have had with Fanny. Troys reaction to her death and his disregard for Bathsheba shows he is the type of man who only wants what he cannot have.When Fanny was alive, Troy showed little interest in her predicament. I think that the message Thomas Hardy is trying to get out is that love can only be true, not just for jokes and pranks (the valentines letter. ) Love also has to have two people involved not like Fanny Robin and Troy at the start of the novel. In conclusion, Hardy ended the novel happily, because he knew that is what the readers wanted to read. The story was printed into a monthly magazine and for a Victorian readership a happy end involved a marriage.Bathsheba was first attracted by Troys good looks and superficial charm and preferred these qualities to the more traditional ones of security and love offered by Oak and Boldwood. But when Fanny dies, Bathsheba finally realizes that Troys is actually a womanizer and he is disloyal. Hardy, himself did not rate marriage very highly as he had an unhappy marriage. So by the end of the novel, Bathsheba becomes more sensitive to others and realizes that she should have accepted Oaks initial proposal, quite an than Troys, and that she would have been much happier with Oak.

Thursday, May 23, 2019

Great Depression and Person Adolf Hitler Essay

If you want to shine like sun first you have to burn like it. The words were rightly said by mankinds greatest mind and most despised person Adolf Hitler. Many Historians wonder how such a commonplace, comical-looking figure could have become the determination of mass hysterical adulation. Many see Hitler as a diabolical adventurer, motivated solely by envy for personal power he was misunderstand for his mental capabilities. He was not interested in grappling serious, wit profound intellectual problems. Instead, he portrayed himself as a great simplifier who could play problems and reduce them to elementary slogans and solutions. His success in pulling Germany out of the depression and virtually eliminating unemployment reinforced this view of himself as a great simplifier.This taught me that no outcome how big or complex a problem is a trick is all u need to make it simple enough even for the jade to understand. Hitler precisely said Do not compare yourself to others. If you do so, you are insulting yourself. Because of competition among the major world powers, he felt under assured but then because of sturdy will he was able to overpower them all. Many a times when I feel under confident, just because I am compared to the better people out there, I remember this and get right back on the track. For the first few months He took to the stage, he appeared restless and spoke haltingly. Slowly he would begin to relax and his style of delivery would change. He would start to rock from side to side and begin to gesticulate with his hands. His verbalize would get louder and become more passionate.He ranted and raved about the injustices done to Germany and played on his hearings emotions of hatred and envy. By the end of the speech the audience would be in a state of near hysteria and were willing to do whatever Hitler suggested. This gave me the optimism to interact to people of higher status and education level. language in front of huge crowds and in for mal organizations is surely nerve-wrecking. But if a man of his altitude can be nervous so why cant I. Slowly and gradually I gained more confidence. He possessed an unusually retentive memory much like that of an elephant. So he could remember his faults and not repeat it ever again.From this I got encouraged to remember and learn from my mistakes. He saw everything in terms of extremes opposites. People were either his followers or his enemies. War for Germany meant either world power or defeat. My perspective to this was weather give in your 100% or dont move it. Adolf Hitler was not a power hungry psychopath rather a patriot who was determined and devoted to work for the country. The man was plainly a nationalist. rightful(prenominal) his methods for vengeance were vicious.There are innumerable examples wherein Hitler used his extraordinary power as dictator to push both evil and good policies such as providing cars and radios, making highways making laws for animal integrity . Again, its important to keep in mind the yin yang concept, when attempting to make sense of such information concerning a person and his achievements. I would like to end with another of Hitlers saying It is not truth that matters, but victory. Because if you win, you need not have to explain..If you lose, you should not be there to explain.

Wednesday, May 22, 2019

Report: Comair Flight

My Summary Comair Flight 191, also marketed and enjoy as Delta Connection Flight 5191, was scheduled to fly from Lexington, Kentucky, to Atlanta, Georgia, on the morning of direful 27, 2006. Unfortunately the jet crashed while attempting to take off from Blue Grass Airport in Fayette County, Kentucky. There is a ton of information on this adventure and numerous mistakes that possibly led to it but it seems that the majority of the blame was empower on the passkey.I find this accident had multiple people at fault, in that if any one person was able to do their job professionally and accurately, this accident would not of happened and those people would still be alive today. The Event The aircraft was assign by the tower to the airports Runway 22 for the mockery, but used Runway 26 instead. Runway 26 was too slight for a safe takeoff which was typically used for general aviation, causing the aircraft to overrun the stop over of the lead before it could become airborne.It crash ed unless past the end of the runway, killing all 47 passengers and deuce of the three crew. The initiative officer was the only survivor and not the pilot in command but was flying at the time of the accident. Matthew Kawamura 06/15/2013 Air Trans 1010 SM Errors Leading Some of these errors are of skill based, judgment and or perception based but some are a combination. 1. The dodging crew initially postinged the wrong aircraft. A Comair ramp agent noticed that the accident career crew had boarded the wrong airplane and simoleonsed its auxiliary power unit.another(prenominal) company ramp agent notified the flight crewmembers that they had boarded the wrong airplane. The flight crew then shut down the APU and proceeded to the correct airplane. I dont know if this is a common mistake but shows me how easy the day can start off wrong. Thats 3 professional people that all walked on the wrong plane and did not notice. Should this have set off some alarms that something was not ri ght? My question has no answers but am sure it whitethorn have caused them to be behind schedule and then add some sort of stress. 2. The LEX air traffic break tower was staffed with one ascendance at the time of the accident airplanes preflight activities, taxi, and attempted takeoff. The controller was responsible for all tower and radar positions. I believe that if the tower did not bar on the radar position and follow through on watching the aircraft. He was to make sure the aircraft was on the correct runway. According to the report, the tower was to be manned with devil people. If this was enforced, maybe the controller would not have been so over worked and could have caught the mistake.I think also that the controller had assumptions that this crew knew what was loss on and didnt need to be babysat. There had not been any issues with any other aircraft getting on the wrong runway that we know of. 3. The first officer began the takeoff briefing, which is part of the bef ore starting engines checklist. During the briefing, he had confusion as to what runway to use and stated, he said what runway two four, to which the captain replied, its two two. The first officer continued the briefing, which included three additional references to runway 22. This would lead one to believe that there was no more(prenominal) confusion about what runway to use and a second check could have saved them. 4. During the brief, the first officer also noted that the runway end identifier lights were out and commented, came in the other night it was like lights are out all over the place. This reflects the care of the airport facilities. Sounds like a simple proletariat to replace lights but we have no answers to why this is allowed to go on. Having had been to this airport other times, I can see no concern for it as want as you are sure.Just because other planes are doing it doesnt make it safe. I feel a lot of stuff is follow the leader or a check list mindlessly be cause thats how it is and is the same result at the end Everything the same and ok. This brings in carelessness. Matthew Kawamura 06/15/2013 Air Trans 1010 SM Violations 1. During the start engines checklist, some shady stuff was overtaking on. The captain pointed out that the before starting engines checklist had already been completed, and the first officer questioned, We did? The irst officer seems to be a flyspeck behind the curve, the captain is going to fast for him through the checks or fair(a) wanted to skipped it completely. Being only a first officer, who is going to argue and is just relying on the captains word or not doing checks properly.This also may be standard cheating around the industry. Who will blow the spill the beans? 2. The flight crew engaged in conversation that was not pertinent to the operation of the flight. This would be violating the sterile cockpit rules during critical moments. Matthew Kawamura 06/15/2013 Air Trans 1010 SM possibly a sterile coc kpit could of helped? Three people messing around sounds like fun but seem to forget about the other people on board who depend on them to be professional. Environmental The crew, tower, weather and plane all seemed to be good to go from the reports. The runway had lighting issues and the charts had some issues. 1. Runway 4/22 had high intensity runway lights that worked and also had centerline lights and runway end identifier lights, but they were out of service at the time of the accident because of a construction project.If more care would of been put in place to how this affects the pilots, and listened to pilot complaints this should not of been an issue. 2. The charts showed the taxiway configuration at the completion of the construction project that was not completed. I couldnt figure out what all the before and after charts meant, but the bottom line is that the charts in use were out of date and or didnt show proper information which could have caused more confusion for the crew.Supervision 1. The captain began a discussion with the first officer about which of them should be the flying pilot to ATL. The captain offered the flight to the first officer, and the first officer accepted. Matthew Kawamura 06/15/2013 Air Trans 1010 SM The captain delegated to the first officer and then seemed to upsurge through the check list and the first officer seemed to not be quite on the ball. The first officer let the captain take control of the check list, this in turn led to inadequate supervision and failure to correct.Organizational influence For the pilots, they seemed to be way relaxed not worried about what was going on around them. This was just another flight even though there was a lot around them going wrong to include the lights and short briefs. Seems that there is no checks to see how people work when no one is watching. For the tower, He seemed relaxed at his job also. He did some presuming and thought he didnt have to babysit professionals. He saw the Comair airplane make a turn toward what he presumed to be runway 22, which was the last time he observed the airplane.The controller stated that, after he saw the airplane make this turn, he turned away and faced the tower cabs center ease so that he could begin the traffic count. Verbal guidance from the FAAs vice president of terminal services, stated that facilities with radar and tower responsibilities were to be staffed with two controllers on the midnight shift so that the functions could be split, although both controllers could be colocated in the tower. There seemed to be checks and the tower continued how they wanted.Sounds like there should have been two controllers on duty so this puts people higher in the chain of command at being relaxed and not needing to worry cause it wont happen to them. The Complete Chain IMO ( In my opinion) 1. I think the first link to the chain of events that led to this crash was when they boarded the wrong plane. This may have put them behi nd and then started the short cutting of briefs and procedures. Maybe it was just the beginning of their laziness and nothing cloud of have changed it. 2. The charts and lighting situation may have caused more confusion in the cockpit. 3.If the tower had two people, it may have helped out one of the controllers and allowed him the time to watch and make sure they were on the correct runway. The first two points being corrected still may not have prevented this accident but certainly the third would have prevented it unless they just didnt listen. Solutions 1. Better taxi brief and follow. 2. Use check list and not shortcut. 3. Sterile cockpit. 4. Rest periods modified and day/night shift crews. 5. CRM prepare 6. Random safety checks 7. Fix lighting and make better 8. Look out the window for cues. Matthew Kawamura 06/15/2013 Air Trans 1010 SMNTSB determination The National cargo ships Safety Board determines that the probable cause of this accident was the flight crewmembers failur e to use available cues and aids to identify the airplanes location on the airport surface during taxi and their failure to cross?check and verify that the airplane was on the correct runway before takeoff. Contributing to the accident were the flight crews nonpertinent conversation during taxi, which resulted in a loss of positional awareness, and the Federal Aviation Administrations failure to require that all runway crossings be authorized only by specific air traffic control clearances.