Definition Courage Essay Example for Free

Definition Courage Essay All of us trust the dictionary to give us the full understanding of a word we do not know. In this aspect, it is insufficient when it describes courage. While it defines physical courage, it omits inner courage which can be argued to be much more valuable to posses. Webster’s New World Dictionary describes courage as â€Å"an attitude of facing and dealing with anything recognized as dangerous, difficult or painful, instead of withdrawing from it†. Courage is not the ability to be brave or to laugh in the face of danger. Courage is not risking your life for justice. Courage is not a person who agrees to fight, but he who can stand up against it. Courage is not something you can define entirely, and therefore can vary between each person. It can be said that a little girl who ventures out on her bike for the first time displays as much courage as a man jumping into a lake to save a drowning woman, knowing he cannot swim. Courage is a state of mind that enables a person to overcome fear, pain, danger or hardship. Although different from one another, all aspects of courage involve taking risks. Physical courage is facing your fears of possible bodily harm. A fireman rushing into a burning building, a woman running across thin- ice to save a child that has just fallen through, an officer charging into a building to save a hostage. These are all examples of physical courage. Mental courage is standing up to your phobias. While some fear heights, I myself fear speaking in front of a large audience. A son who overcomes his fear of flying to be by his dying mothers side is mental courage that cannot be fully measured or explained. Mental courage is the ability to overcome tragedy and to move forward in the face of sheer defeat. Mental courage is a man finding out he has a brain tumor, and still cherishing and living life to the fullest. Mental courage is taking care of your brother and sister following the death of their parents. The word courage comes from the Latin word cor, meaning heart. It derives from the belief that all feelings begin in the heart. The definitions given to all of us do not suffice because they lack depth and clarity. Mental courage, while not mentioned, and not defined, is portrayed in all of us on a daily basis; and should be along-side physical courage in the references we rely on.

Effectiveness and Efficiency of Distribution Channels In FMCG

Effectiveness and Efficiency of Distribution Channels In FMCG Fast Moving Consumer Goods popularly known FMCG is as the name suggests is the most demanded products in the market. It includes everything from food items like flour, biscuits, ice creams, etc to body products soaps, face creams to cigarettes to beverages, etc. consumers need these things in their everyday life so they invests a good portion of there income in these things. There are so many companies which are dealing in FMCG products like HUL, Dabur, Cavin Care, AMUL dealing in dairy products, etc. By the vary nature of the product the companies are seeing this as a great source of income. As large number of companies are looking this sector as a profitable venture, so for sustaining there position and gain new market they have to bring some thing unique in their products or services to gain position in the market or to sustain there. In modern business distribution network has a great impact on the success of any business. In the FMCG segment the role of a excellent distribution channel becomes even more crucial because the delivery of FMCG Product is confined to day to day basic. Hence in order to survive and thrive in a highly competitive market you have to have a distribution channel which has no problem at any point of the distribution channel. The factor which is of crucial importance to survive in any business is the understanding of the mind of the individual consumers. What are main characteristics which consumer consider while making a purchasing decision regarding FMCG Product. In order to make right decision regarding all these aspects the company requires a complete knowledge of the problems faced in distribution channel and what should be done in order to overcome all these problems. Better infrastructure facilities will improve their supply chain. FMCG sector is also likely to benefit from growing demand in the market. Because of the low per capita consumption for almost all the products in the country, FMCG companies have immense possibilities for growth. And if the companies are able to change the mindset of the consumers, i.e. if they are able to take the consumers to branded products and offer new generation products, they would be able to generate higher growth in the near future. Table of Contents Introduction A Distribution Channel is a set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user. Channel decisions are among the most important decisions that management faces and will directly affect every other marketing decision. Functions of Distribution Channel All Use Up Scarce Resources All May Often Be Performed Better Through Specialization All Can Often Be Shifted Among Channel Members Types of Distribution Channel A channel of distribution or trade channel is the path or route along which goods move from producers to ultimate consumers or industrial users. In other words, it is the distribution network through which a producer puts his product in the hands of actual users. The channel of distribution includes the original producer, the final buyer and any middlemen-either wholesaler or retailer. The term middleman refers to any institution or individual in the channel which either acquires title to the goods or negotiates or sells in the capacity of an agent or broker. But facilitating agencies that perform or assist in marketing function are not included as middlemen in the channel of distribution. This is because they neither acquire title to the goods nor negotiate purchase or sale. Such facilitating agencies include banks, railways, roadways, warehouses, insurance companies, advertising agencies, etc. The following diagram (chart) is illustrative of the channel of distribution which may exist in a market: The above chart indicates that the number of middlemen may vary. If there is direct sale by the produce to the consumers then there is no middleman. But that is very rare. As the chart shows the producer may sell goods to retailer who may then sell the same to consumers. The producer may sell goods to wholesalers who may inturn sell to retailers and the retailer may sell to consumers. The fourth alternative channel of distribution is when any agent/dealer intervenes between the producer and retailers and acts as a middlemen. The agent is appointed by the producer for the sale of goods to the retailers. Another alternative channel is there when producers agent sells goods to wholesalers who sell to retailers. Agent/dealer is an independent person/firm buying goods and selling them to retailers. Agent/dealer may also sell to wholesalers who may then sell to retailers and goods are thus made available to consumers. In the channel of distribution there may be more than one agent/dealer and wholesaler. A brief explanation of different channels of distribution is given below: Manufacturer Æ’Â  Customer: This is also known as direct selling because no middlemen are involved. A producer may sell directly through his own retail stores, for example, Bata. This is the simplest and the shortest channel. It is fast and economical. Small producers and producers of perishable commodities also sell directly to the local consumers. Big firms adopt direct selling in order to cut distribution cost and because they have sufficient facilities to sell directly to the consumers. The producer or the entrepreneur himself performs all the marketing activities. Manufacturer Æ’Â  RetailerÆ’Â  Customer: This is one stage distribution channel having one middleman, i.e., retailer. In this channel, the producer sells to big retailers like departmental stores and chain stores who in turn sell to customer. This channel is very popular in the distribution of consumer durables such as refrigerators, T V sets, washing machines, typewriters, etc. This channel of distribution is very popular these days because of emergence of departmental stores, super markets and other big retail stores. The retailers purchase in large quantities from the producer and perform certain marketing activities in order to sell the product to the ultimate consumers. Manufacturer Æ’Â  WholesalerÆ’Â  RetailerÆ’Â  Customer: This is the traditional channel of distribution. There are two middlemen in this channel of distribution, namely, wholesaler and retailer. This channel is most suitable for the products with widely scattered market. It is used in the distribution of consumer products like groceries, drugs, cosmetics, etc. It is quite suitable for small scale producers whose product line is narrow and who require the expert services and promotional support of wholesalers. Selection Criteria of a Distribution Channel While selecting a distribution channel, the entrepreneur should compare the costs, sales volume and profits expected from alternative channels of distribution. In order to select the right channel for distributing his product, a small-scale manufacturer should keep in mind the following considerations: Market Considerations: The nature of the market is a key factor influencing the choice of channels of distribution. The following features of the market should be considered to determine the channels: Consumer or Industrial Market: If the product is meant for industrial users, the channel of distribution will be a short one. This is because industrial users buy in a large quantity and the producer can easily establish a direct contact with them. But in case for goods meant for consumers, retailers may have to be included in the channels of distribution. Number and location of buyers: When the number of potential customers is small or the market is geographically located in a limited area, direct selling is easy and economical. In case of large number of customers, use of wholesalers and retailers becomes necessary. Size of order: Direct selling is convenient and economical where customers place order in big lots as in case of industrial goods. But where the product is sold in small quantities, middlemen are used to distribute such products. A manufacturer may use different channels for different types of buyers. He may sell directly to big retail stores and may use wholesalers to sell to small retailers. Customers buying habits: The customer buying habits like the time he is willing to spend, the desire for credit, the preference of personal attention and one stop shopping significantly affect the choice of distribution channels. Product Considerations: The type and nature of the product influence the number and type of middlemen to be chosen for distributing the product. The important factors with respect to the product are as follows: Unit value: Products of low unit value and common use are generally sold through middlemen, as they cannot bear the cost of direct selling. On the other hand, expensive consumer goods and industrial products are sold directly by the producers. Perishability: Perishable products like vegetables, fruits and bakery items have relatively short channels, as they cannot withstand repeated handling. Goods, which are subject to frequent changes in fashion and style, are generally distributed through short channels, as the producer has to maintain close and continuous touch with the market. Bulk and weight: Heavy and bulky products are distributed directly to minimize handling costs. Coal, bricks, stones, etc., are some examples. Standardisation: Custom-made and non-standardised products usually pass through short channels due to the need for direct contact between the producer and the consumers. Standardized and mass-made goods can be distributed through middlemen. Technical nature: Industrial products requiring demonstration, installation and aftersale service are often sold directly. The consumer products of technical nature are generally sold through retailers. Product line: An entrepreneur producing a wide range of products may find it economical to set up its own retail outlets. On the other hand, firms with one or two products find it profitable to distribute through wholesalers and retailers. Age of the product: A new product needs greater promotional effort and few middlemen may like to handle it. As the product gains acceptance in the market, more middlemen may be employed for its distribution. Middlemen Considerations: The cost and efficiency of distribution depend largely upon the nature and type of middlemen as given in the following factors: Availability: When middlemen as desired are not available, an entrepreneur may have to establish his own distribution network. Non-availability of middlemen may arise when they are handling competitive products, as they do not like to handle more brands. Attitudes: Middlemen who do not like a firms marketing policies may refuse to handle its products. For instance, some wholesalers and retailers demand sole selling rights or a guarantee against fall in prices. Services: Use of those middlemen is profitable who provide financing, storage, promotion and aftersale services. Sale Potential: An entrepreneur generally prefers a dealer who offers the greatest potential volume of sales. Costs: Choice of a channel should be made after comparing the costs of distribution through alternative channels. Company Considerations: The nature, size and objectives of the business firm also play an important role in the selection of distribution channel. It includes financial resources, market standing, volume of production, desire for control of channel, services provided by manufacturers, etc. For example a company with substantial financial resources need not rely too much on the middlemen and can afford to reduce the levels of distribution. Similarly a company desiring to exercise greater control over channel will prefer a shorter channel. After deciding the number of middlemen, an entrepreneur has to select the particular dealers through whom he will distribute his products. While selecting a particular wholesaler or retailer, the following factors should be taken into consideration: a. Location of dealers business premises; b. Financial position and credit standing of the dealer; c. Knowledge and experience of the dealer; d. Storage and showroom facilities of the dealer e. Ability of the dealer to secure adequate business and to cover the market; f. Capacity of the dealer to provide aftersale service; g. General reputation of the dealer and his sales force; h. Willingness of the dealer to handle the entrepreneurs products; i. Degree of co-operation and promotion service he is willing to provide; j. Nature of other products, if any handled by the dealer. Need for Distribution Channel Why are all these layers needed in distribution ? Why cant a producer simply sell to a retailer, who sells to a consumer? Its a fair question, and in some cases, that is exactly how it happens. But the fact is that many producers are either too small or too large to handle all the necessary functions themselves to get their products to market. Consider the small, specialty manufacturer who is terrific at making fine leather handbags but may not have the expertise to market its products as well as it makes them, or they may not have the money to hire a team of full-time salespeople to court the customers and secure the orders. An intermediary who works for several small, noncompeting firms can easily handle those functions cost-effectively. An intermediary who specializes in importing and exporting can handle the intricacies of customs paperwork, overseas shipping, and foreign markets, too. Conversely, large companies need intermediaries because they are also in the business of manufacturing, not marketing. Turning out tens of thousands of cases of soft drinks, for instance, do you think Pepsi has time to take and fill individual orders from households? Channel members like wholesalers and retailers are useful because they are best at specific aspects of sales in their markets, leaving the manufacturers to do what they do best-which is turn out the best possible product. Having a distribution channel breaks the whole buying and selling process and all its related negotiations into manageable tasks, each performed by companies that specialize in certain skills. Using an import wholesaler, for example, can be handy because they know the laws and customs of the suppliers nations; and they generally offer their own lines of credit so the retailer wont have to deal with currency exchange or negotiate payment terms with a bank in another country. Another advantage of the distribution channel is its ability to even out the natural ebbs and flows of a supply chain. This comes from the ability of some channel members to store excess goods until they are needed, and to stockpile goods in anticipation of seasonal sales peaks. Depending on how close their relationships, channel members may also work together to purchase goods or services in greater quantity at discounts, passing the savings on to customers. Even for consumers, the distribution chain is handy-beyond handy, in fact! It has become a necessity in our society. What if there were no supermarkets, for instance? Can you imagine how much more time and money you would spend having to buy every item at its source? How practical would it be to run out to the nearest farm to pick up a quart of milk and some salad ingredients on your way home from work? FMCG Sector Overview FMCG is an acronym for  Fast Moving Consumer Goods, which refer to things that we buy from local supermarkets on daily basis, the things that have high turnover and are relatively cheaper. Products which have a quick turnover, and relatively low cost are known as Fast Moving Consumer Goods (FMCG). FMCG products are those that get replaced within a year. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. A subset of FMCGs is Fast Moving Consumer Electronics which include innovative electronic products such as mobile phones, MP3 players, digital cameras, GPS Systems and Laptops. These are replaced more frequently than other electronic products. White goods in FMCG refer to household electronic items such as Refrigerators, T.Vs, Music Systems, etc. These types of goods are required frequently by consumers and so a large part of the monthly salary or income will be spent on buying all the goods listed on the consumers shopping list. New players keep joining the FMCG circles but find the going tough unless they have a well planned strategy along with large cash reserves for their product promotion. A particular FMCG company might be a strong urban market leader, but will still find it tough to enter the rural markets or a new Indian state or area. Although FMCG companies generate a large volume of sales and money, they are always under pressure as they keep facing a lot of competition from their fellow competitors. Due to this, the FMCG companies try to do their level best in maintaining a fine balance in their profits and the product price. Thus they keep facing new challenges on their margins month after month. One of the key factors for an FMCG company to do well is a proper distribution network. If a distribution network of a particular FMCG company is well oiled, then that particular FMCG Company will definitely find the going much easier in the market. But companies have to allot a large chunk of their finances in developing and fine tuning their distribution networks. The promotion of a product of an FMCG company too is considered very crucial for its success. The market has many players. Every FMCG company has to fight for its space and audience in the Indian market. Thus, when a multinational company enters the Indian market, it creates an even bigger challenge to the existing players on the FMCG scene. If the promotion is done well, then the manufacturing of the product can even be outsourced. This can save valuable finance for a company. This in turn will help the company to utilize their energies on other aspects of their product. Some of the top players on the FMCG scene in India are Hindustan Unilever Ltd., ITC (Indian Tobacco Company), Nestlà © India and Dabur India. So, we can say that FMCG are the products which are: Sold quickly at relatively low cost Sold in large quantities Have low absolute profit but high cumulative profit Sector Performance FMCG is one of the few sectors that has been unscratched and has shown consistent growth despite economic recession and this can be proved by some of the leading magazines articles like: According to Business Standard-FMCG resilient to the economic slowdown and dip in consumer sentiment. According to Economic times it is one of the very few sectors undergoing MA in recent times. Economic times also comment that Indian rural market in untapped and unpenetrated. The growth in this sector is also evident from the fact that many FMCG companies are planning to foray into West Asia, South Africa and Egypt. FMCG industry  provides a wide range of consumables and accordingly the amount of money circulated against FMCG products is also very high. The competition among FMCG manufacturers is also growing and as a result of this, investment in FMCG industry is also increasing, specifically in India, where FMCG industry is regarded as the fourth largest sector with total market size of US$13.1 billion. FMCG Sector in India is estimated to grow 60% by 2010. FMCG industry is regarded as the largest sector in New Zealand which accounts for 5% of Gross Domestic Product (GDP). Some of the merits of FMCG industry, which made this industry as a potential one are low operational cost, strong distribution networks, presence of renowned FMCG companies. Population growth is another factor which is responsible behind the success of this industry. Some of the well known FMCG companies are : Sara Lee Nestlà © Reckitt Benckiser Unilever Procter Gamble Coca-Cola Carlsberg Kleenex General Mills Pepsi Mars etc. FMCG industry  creates a wide range of job opportunities. This industry is a stable, diverse, challenging and high profile industry providing a wide range of job categories like sales, supply chain, finance, marketing, operations, purchasing, human resources, product development, and general management. Indian FMCG Sector FMCG is the fourth largest sector in the Indian Economy with a total market size of Rs. 60,000 crores. FMCG sector generates 5% of total factory employment in the country and is creating employment for three million people, especially in small towns and rural India. The FMCG sector in India is a sector which is dominated by a high level competition between all the players. This particular sector includes MNCs as well as local Indian companies. Certain companies are leaders in a particular state or area. While some of the companies are very strong in the rural areas compared to the urban areas. Some of the most powerful companies in the FMCG sector are: Hindustan Unilever Ltd., ITC (Indian Tobacco Company), Nestlà © India, GCMMF (AMUL), Dabur India, Asian Paints (India), Cadbury India, Britannia Industries, Procter Gamble Hygiene and Health Care and Marico Industries. All these companies have a proper distribution network along with proper product promotion tools which have helped them to regularly increase their sales and visibility on the Indian scene. Well-established distribution networks, as well as intense competition between the organised and unorganised segments are the characteristics of this sector. FMCG in India has a strong and competitive MNC presence across the entire value chain. It has been predicted that the FMCG market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6 in 2003. The middle class and the rural segments of the Indian population are the most promising market for FMCG, and give brand makers the opportunity to convert them to branded products. Most of the product categories like jams, toothpaste, skin care, shampoos, etc, in India, have low per capita consumption as well as low penetration level, but the potential for growth is huge. The Indian Economy is surging ahead by leaps and bounds, keeping pace with rapid urbanization, increased literacy levels, and rising per capita income. The big firms are growing bigger and small-time companies are catching up as well. According to the study conducted by AC Nielsen, 62 of the top 100 brands are owned by MNCs, and the balance by Indian companies. Fifteen companies own these 62 brands, and 27 of these are owned by Hindustan Lever. Pepsi is at number three followed by Thums Up. Britannia takes the fifth place, followed by Colgate (6), Nirma (7), Coca-Cola (8) and Parle (9). These are figures the soft drink and cigarette companies have always shied away from revealing. Personal care, cigarettes, and soft drinks are the three biggest categories in FMCG. Between them, they account for 35 of the top 100 brands. Hindustan Unilever Limited has been operating in India from a long time. They are Indias largest FMCG Company and are also one of Indias largest exporters. The list of their popular products is a very large one. Some of their popular products are Lifebuoy, Rexona, Lux, Liril, Lipton Tea, Brooke Bond Tea, Bru Coffee, Pepsodent, Surf, Rin, Wheel Laundry Detergent and Kissan. The company has an excellent research centre which was established in 1958 and has a strong team of highly qualified scientists. Recently they have launched new projects like Ayush Ayurvedic Products Services and Pureit Water Purifiers. ITC which was set up in 1910 in India was earlier known as Imperial Tobacco Company of India Limited. ITC has a vast presence in wide array of products and some of them are greeting cards, cigarettes, paperboards, packaging, branded apparel, foods confectionery and FMCG products. ITC has proved its worth by being one of Indias biggest foreign exchange earners. Although it already has many leading products from a long time, it is recently wooing over successfully new customers in its businesses of branded apparel, packaged foods confectionery and greeting cards stationery. Nestlà © first made its presence in India in 1912. It has always managed to get itself listed in Indias Most Respected Companies. This has been possible due to its practice of producing products of a global standard in India. It has also been able to provide customer satisfaction to the consumers of its products. The success of Gujarat Cooperative Milk Marketing Federation (GCMMF) has proved that a cooperative too can grow into a top class company if it is backed by proper vision, hard work and a quality product. This has helped it to become the largest food product marketing organization in India. Some of its popular products are Amul Ice cream, Amul Milk, Amul Butter, Amul Shrikhand, Amul Milk Powder, Amul Ghee and Amul Cheese. Thus the above four examples show a variety of factors which are responsible for turning a company into a leading FMCG company. The top 10 companies in India are as follows: The FMCG sector can be sub classified into: Personal Care: The personal care category has the largest number of brands, i.e., 21, inclusive of Lux, Lifebuoy, Fair and Lovely, Vicks, and Ponds.   There are 11 HLL brands in the 21, aggregating Rs. 3,799 crore or 54% of the personal care category. Cigarettes account for 17% of the top 100 FMCG sales, and just below the personal care category. ITC alone accounts for 60% volume market share and 70% by value of all filter cigarettes in India. Foods: The foods category in FMCG is gaining popularity with a swing of launches by HLL, ITC, Godrej, and others. This category has 18 major brands, aggregating Rs. 4,637 crore. Nestle and Amul slug it out in the powders segment. The food category has also seen innovations like softies in ice creams, chapattis by HLL, ready to eat rice by HLL and pizzas by both GCMMF and Godrej Pillsbury. This category seems to have faster development than the stagnating personal care category. Amul, Indias largest foods company, has a good presence in the food category with its ice-creams, curd, milk, butter, cheese, and so on. Britannia also ranks in the top 100 FMCG brands, dominates the biscuits category and has launched a series of products at various prices. Household care: In the household care category (like mosquito repellents), Godrej and Reckitt are two players. Goodknight from Godrej, is worth above Rs 217 crore, followed by Reckitts Mortein at Rs 149 crore. In the shampoo category, HLLs Clinic and Sunsilk make it to the top 100, although PGs Head and Shoulders and Pantene are also trying hard to be positioned on top. Clinic is nearly double the size of Sunsilk. Herbal care: Dabur is among the top five FMCG companies in India and is a herbal specialist. With a turnover of Rs. 19 billion (approx. US$ 420 million) in 2005-2006, Dabur has brands like Dabur Amla, Dabur Chyawanprash, Vatika, Hajmola and Real. Paint: Asian Paints is enjoying a formidable presence in the Indian sub-continent, Southeast Asia, Far East, Middle East, South Pacific, Caribbean, Africa and Europe. Asian Paints is Indias largest paint company, with a turnover of Rs.22.6 billion (around USD 513 million). Forbes Global magazine, USA, ranked Asian Paints among the 200 Best Small Companies in the World Chocolates/Confectionary: Cadbury India is the market leader in the chocolate confectionery market with a 70% market share and is ranked number two in the total food drinks market. Its popular brands include Cadburys Dairy Milk, 5 Star, Eclairs, and Gems. The Rs.15.6 billion (USD 380 Million) Marico is a leading Indian group in consumer products and services in the Global Beauty and Wellness space. Outlook for FMCG Sector: There is a huge growth potential for all the FMCG companies as the per capita consumption of almost all products in the country is amongst the lowest in the world. Again the demand or prospect could be increased further if these companies can change the consumers mindset and offer new generation products. Earlier, Indian consumers were using non-branded apparel, but today, clothes of different brands are available and the same consumers are willing to pay more for branded quality clothes. Its the quality, promotion and innovation of products, which can drive many sectors. Methodology Exploratory research: The exploratory research design is appropriate for any any problems in which a very little knowledge is available. An Exploratory study is in the nature of a preliminary phase and is absolutely essential in order to obtain a proper definition of problem in hand. So it is helpful in breaking broad and vague problems into smaller, more precise sub problem statements, hopefully, in the form of specific hypothesis. In this study the exploratory research has been used to frame structure questionnaires, individuals with knowledge and ideas have been interviewed to get the idea to frame structure questionnaire. A part from books and journals has been used to gather information about the insurance and the insurance industry. Data Collection: In this study internal and external source for data collection had been used. In the internal and external sources of data collection these two types of data comes into picture: Primary Data Secondary Data Primary Data All the primary data for the purpose of the study were obtained by interviewing the retailers with the help of a questionnaire. Questionnaires were framed on the basis of product its competition. The questions were designed in such a way as to elicit maximum information and data. Secondary Data Secondary data has been collected from books and websites. Internet websites: www.google.com, www.Coca-Cola.com, www.wikipedia.com, www.coca-colaindia.com Magazines Business World Management and Technology Questionnaire There can be two types of questionnaire. Questionnaire for Whole sellers: Name: Age: .. Area: . Years in the Business:. .. Date. http://2.bp.blogspot.com/_STNJ3qjC9Nk/SX30qf_Ve3I/AAAAAAAAAcU/P3nV5aXUBdY/s320/Coca-Cola_logo5.jpg Q1. Which coca cola cold drink brand sells the most? Coke b. ThumsUp c.Limca d. Sprite e. Fanta f. Maaza g.Others Q2. Which mineral water sells the most? Kinley b. Aquafina c. Bisleri d. Local brands Q3. What type of package cold drinks sells the most? 300ml bottle b. 600 ml pet bottle c.

Benefits of Evidence Based Healthcare Practice

Benefits of Evidence Based Healthcare Practice Evidence based practice refers to clinical practices that include best available scientific evidence (Levin and Feldman, 2006) based from expert opinion, clinical guidelines and findings from researches, combined with good clinician judgement and client’s preferences (Kim and Mallory, 2011) on issues relating to healthcare. The whole essence is to ensure the best care for patients and to be able to explain why certain clinical interventions are applied. This piece of work will briefly outline the importance of evidence based practice before analysing four pieces of evidence in the care of a stroke patient, Omar Banerjee, and its usefulness other users. Oman et al (2003) states that evidence based practice started to be appreciated and recommended by the National Health Services (NHS) in the UK in the early 1990s. The reason was to have effective and less costly interventions while providing high quality healthcare system. The intervention should be based on best available evidence and provided in the best interest of the patient such as Omar in this analysis. In addition, when a particular intervention is used on a client, evidence is required to back up that particular action (Kim and Mallory, 2011). In the UK this support can come from the NICE guidelines, Care Quality Commission and the codes and practices of professional bodies like Nursing and Midwifery Council. Evidence based practice ensures accountability. Aveyard and Sharp (2013) noted that professional health carers who belong to various professional organisations are expected to comply with their standards, codes and policies. This will be enabling them to justify their actions if required to do so. The first analysis of Omar’s condition is based on Cross (2008)’s evidence on stroke care. This evidence was obtained from the UWE blackboard website. I have chosen this article because it has statistical information helpful to Omar and his carers. It identifies important areas of his care needs and why stroke research should continue to be an on-going process. Sander (2013) defined stroke as a disease caused by the disturbance of the flow of blood in blood vessels in the brain which could have been necessitated by a bursting blood vessel or blood clot. Omar’s stroke was caused by a blood clot in the brain. Stroke has become a big problem and the second main cause of death and disability in developed economies after heart related diseases (Cross, 2008). Sander (2013) emphasises out that stroke is affecting about 150, 000 people in the UK yearly. However, the article reports a decline in deaths because of improvements in stroke care, management and awareness. More resources have been put towards short to long term care of stroke patients such as admission to acute stroke units and to rehabilitation areas (Cross, 2008). The report says this evidence, among others, is being used to develop new stroke treatments and guidelines in the UK. NICE (2008) which provides tools and quick reference guide to stroke related cases could have emerged as a result of this. These developments may give hope to Omar and his distressed family. The article cited two evidence of good practice from two hospitals. It is reported that the stroke management team at Aintree University Hospitals NHS Foundation Trust assess stroke patients on admission to the AE, take brain scans and admit relevant patients to a stroke unit within 24 hours. The other evidence is from Salford Royal NHS Foundation Trust where patients have brain scans, swallow screens and initial dose of aspirin given to relevant patients. These practices are recommended by NICE (2008) guidelines and may reduce further risks to patients. Omar received these interventions. This shows the strength of this article to Omar’s case and how early intervention may result in positive outcome. Although the article stressed the need for nurses to continuously monitor patients during the early stages of stroke on certain variables, it did not provide guidelines to back up the checks. Locally agreed hospital policies suggested may not meet NICE standards. Despite the improvements noted in the research, caution should be taken when making decisions based on the findings. These are 2008 findings and a lot has happened since then. Omar may be interested in hearing recent studies such as that of Sander (2013) who points out that in addition to the swallow screen stroke patients should further be screened for malnutrition using Malnutrition Universal screening Tool (MUST) in line with the NICE (2008) guidelines. The second analysis of Omar’s care is based on a qualitative study of Tutton et al (2012) on ten staff and ten patients’ views on the concept of hope on a British stroke unit. The evidence was obtained from EBSCO via CINAHL database and UWE library section. I chose this evidence because CINAHL is considered as one the good sources of evidence (Levin and Feldman, 2006) and the concept may be useful to Omar to learn other patients’ experiences in a similar hospital setting. The aim and key search terms in the article relate well to Omar’s case. Hope is defined as getting better from illness and being able to do things as before (Tutton et al, 2011). This was echoed by some of the patients in the study. An in depth analysis of key terms and the codes used in qualitative study (Aveyard and Sharp, 2013) may help carers to understand how it feel to have a stroke. Omar and his family may share the same thoughts as they are finding it hard to come to terms with sudden change of things in their family. Despite taking long time on data collection and variations in stroke severity Omar may be encouraged to learn that some patients took less than a week in hospital. This result is echoed by Arnaert et al (2006) in a similar study based on ten patients in Canada. They reported that some clients were hoping for a quick recovery and self-healing. The article is good evidence as it stated what is already known about this topic and nursing implications. These aspects are echoed by Arnaert et al (2006) but Tutton et al (2011) further identify what the paper has added such as the multidisciplinary team involvement in caring for stroke patients to make hope a realistic thing. Although the article mentioned that consent was obtained from both participants, there are still some ethical issues in the article. Some of patients’ names are mentioned in the article. This is confidential information and Omar may find himself in a similar situation. Furthermore, relatives and carers of patients were not interviewed in the study. It may be necessary to hear their views as well especially after learning from Preeti how she was struggling to come to terms with Omar’s condition. Her understanding of hope would improve our knowledge on this aspect. It is generally accepted that qualitative evidence is ranked second from the bottom in the hierarch of evidence (Polit and Beck, 2012) and uses a small sample size for the purpose of in-depth analysis of topic under consideration (Aveyard and Sharp, 2013). Although a large sample size may be costly and time consuming, caution must be taken when making inferences on large population size like 150, 000 patients mentioned earlier. A third analysis of Omar’s care considers service audit and evaluation evidence from Sentinel Stroke National Audit Programme (SSNAP) (2013). It is a national audit on stroke patients admitted to hospital in the first three months of 2013. The research looks at the processes of care at early stages of stroke (72 hours) from hospital arrival. I have chosen this evidence because SSNAP is a nationally recognised organisation and works with other organisations in stroke related cases. Its recent results obtainable through Google, SSNAP Audit Report (2012) and Royal College of Physicians links have strong implications on Omar’s condition. SSNAP (2013) results show the importance of using guidelines in any intervention involving stroke cases. There is strong evidence in the article that stroke patients were immediately taken for brain scans and admitted to the stroke units, as in the case of Omar, upon arriving hospital. This is in line with NICE (2008) guidelines. Most of the trusts were able to meet this standard. However, it is worrying to learn that there is a lower chance of having scan during the weekend and night times, the time of the week when Omar experienced the stroke. NICE (2012) guidelines stipulate that people who have had TIA should have first dose aspirin upon initial assessment. Although Omar received one, the outcome in the report is not very pleasing. It is clear from the research that this standard was not met by all trust as there are huge variations. The research was only focused on 72 hours upon hospital arrival. It may benefit the public and give confidence to Omar if the care he received from the ambulance crew were up to standards. NICE (2012) guidelines require people suspected to have had stroke to be screened using a FAST tool. There are no statistics regarding this in the article as the research excluded time before hospital arrival and the rehabilitation. This information may enlighten the public the importance of early intervention in stroke care. This evidence is not peer reviewed and the way data was collected is of concern. Because the SSNAP is a single source of data nationally (Paley et al, 2013) and an online web-tool was used to gather information one may wonder whether variations in results may appear if a different organisation undertakes the same research. Caution should be applied when interpreting this data. The audit results stress the importance of early intervention by multidisciplinary stroke team in the care of stroke patients. However, there are some areas that require attention if the all standards are to be fully met. The final analysis of Omar’s care is based on quantitative study by Beavan et al (2010) on whether looped nasogastric tube (NGT) feeding improves nutritional delivery to acute stoke patients with dysphagia. The evidence was obtained from UWE blackboard website. I chose this evidence because the intervention, tube feeding, helps to resolve Omar’s swallowing difficulties and improve nutritional needs. The research helps in answering questions on whether there are other alternatives and any effects associated with the intervention. The research was necessitated by the poor nutrition on patients on admission to hospital and the dislodgement associated with adhesive nasal stickers. Findings from the research reported more benefits in using the loop system than the other method. Some of the benefits include fewer checks for NGT position, less supplementary feeds required, more volume of fluids and feeds and less dislodgement of NGTs. This is vital information to Omar as it highlights why the intervention is used. However, the costs were seen to be high for the two week period. It is important to explain to Omar that studies of this nature are useful and commonly used in clinical interventions. It is a view shared by many authors like Polit and Beck (2012) and Aveyard and Sharp (2013). They rank randomised controlled trials as second best on the hierarch of evidence after systematic reviews and meta-analysis. There are some ethical issues regarding the funding for the research. Procare Ltd supplied the loops. The researchers stressed that it was not involved in any logistics or interpretation of the results, but one may wonder why the loops were sold at a bulk price. Could this have resulted in a discount? If the answer is yes then it is likely that the costs could be higher than the reported one. In addition, the aspect of tolerability was mainly based on the views of nurses and family members. Although it is understandable that most of the patients were having communication problems, the number of patients unable to communicate is alarming to the extent that caution is required when using this evidence. The study was done some years ago and the results published in 2010. A number of changes may have happened since then. Omar will be susceptible on why using such an old piece of evidence. Recent research results may be easier to convince Omar and his family than old results. To sum up, stroke is a major disease affecting many people and causing disabilities among survivors. Any nursing intervention will require evidence to back up. Four sources of evidence have been analysed in relation to Omar, a stroke patient. The strengths and weaknesses associated with each of this evidence will enable any intervention in Omar’s care to be made in rationale way and to his best interest. WORDS: 2 089 Reference Aveyard, H. and Sharp, P. (2013) A Beginner’s Guide to Evidence-Based Practice in Health and Social Care, 2nd ed. Berkshire: Open University Press. Kim, M. and Mallory, C. (2011) Statistics for Evidence-Based Practice in Nursing, Burlington: Jones and Bartlett Learning. Oman, K.S., Krugman, M.E. and Fink, R. M. (2003) Nursing Research Secrets, Philadelphia, Pennsylvania: Hanley and Belfus. Pilot, D. F. and Beck, C.T. (2012) Nursing Research: Generating and Assessing Evidence for Nursing Practice, 9th ed. Philadelphia: Wolters Kluwer Health/Lippincott Williams Wilkins. Levin, R. F. and Feldman, H. R. (2006) Teaching Evidence-Based Practice in Nursing: A Guide for Academic and Clinical Settings, New York: Springer Publishing Company. Arnaert, A., Filteau, N. and Sourial, R. (2006) Stroke Patients in the Acute Care Phase: Role of Hope in Self-healing [online]. 20 (3), pp137-146. [Accessed 14 November 2013] Beavan, J., Conroy, S.P., Harwood, R., Gladman, J.R.F., Leonardi-Bee, J., Sach, T., Bowling, T., Sunman, W. and Gaynor, C. (2010) Does looped nasogastric tube feeding improve nutritional delivery for patients with dysphagia after acute stroke? A randomised controlled trial. Available from: https://blackboard.uwe.ac.uk/bbcswebdav/pid-3425495-dt-content-rid-4569416_2/courses/UZWSN3-15-1_13oct_gl_feb14_1/Tube%20feeding%20after%20stroke%20RCT.pdf [Accessed on 19 November 2013] Cross, S. (2008) Stroke care: a nursing perspective. Nursing Standard. 22 (23), pp 47-56. Available from: https://blackboard.uwe.ac.uk/bbcswebdav/pid-3473085-dt-content-rid-4709333_2/xid-4709333-2 [Accessed on 29 October 2013] National Institute for Health and Clinical Excellence (NICE) (2008) Audit support (NICE clinical guideline 68 – Stroke) Available from: https://blackboard.uwe.ac.uk/bbcwebdav/pid-3461610-dt-content-rid-4659555_2/xid-4659555_2 [Accessed 12 November 2013] NICE (2008) Understanding NICE guidance: Early assessment and treatment of people who have had a stroke or transient ischaemic attack (TIA) Available from: www.nice.org.uk/nicemedia/pdf/cg68publicinfo.pdf [Accessed on 01 December 2013] Paley, L., Campbell, J., Hoffman, A. and Rudd, (2013) Sentinel Stroke National Audit Programme (SSNAP): Clinical audit first pilot public report, National results. Available from: www.rcplondon.ac.uk/sites/default/files/ssnap_pilot_national_report_january_-_march_2013_admissions_with_appendices_.pdf [Accessed on 11 December 2013] Pale, L., Campbell, J., Hoffman, A. and Rudd, (2013) Sentinel Stroke National Audit Programme (SSNAP): Clinical audit first pilot public report, National results. Available from: www.rcplondon.ac.uk/sites/default/files/ssnap_pilot_national_report_january_-_march_2013_admissions_with_appendices_.pdf [Accessed on 11 December 2013] Sander, R. (2013) Prevention and treatment of acute ischaemic stroke. Nursing Older People [online]. 25 (8), pp 34-38. [Accessed on 4 December 2013]. Sentinel Stroke National Audit Programme (SSNAP) (2012) Acute organisational audit report: Public Report for England, Wales and Northern Ireland. Available from: http://www.rcplondon.ac.uk/sites/default/files/ssnap_acute_organisational_audit_-_public_report_2012_0.pdf [Accessed 12 November 2013] Tutton, E., Seers, K., Langstaff, D. and Westwood, M. (2011) Staff and patient views of the concept of hope on a stroke unit: a qualitative study [online]. 68 (9), pp 2061-2069. [Accessed 14 November 2013] 1

Feminist and Dialogic Approaches in The Fatal Sisters :: The Fatal Sisters

Feminist and Dialogic Approaches in The Fatal Sisters  Ã‚     Ã‚   Thomas Gray's method of transforming monological poems into intense psyche films is fascinating. While reading The Fatal Sisters, readers can actually engage in a mind performance because of the choices of words, vivid actions, social aspects, and mythology that Gray displays here. The feminist and dialogic approaches, applied together, help shape the realm of this poem into a complex event in history that still takes place today. The feminist approach reveals many things about this poem that would otherwise be overlooked. To start, Gray presents us with Norse mythology. The twelve women in this poem are acknowledging the maidens of Oden who conduct the souls of heroes slain in the battle of Vahalla. This poem is their song. It sounds as a prayer that they are reciting to the war maidens Mista, Sangrida, and Hilda. "It is well-documented that in many cultures, when matriarchal societies were replaced with patriarchal ones, the previously venerated goddesses were turned by the new culture into witches, seductresses, or fools."(Guerin 207) These women's matriarch society was turned into a patriarch society. This is why the battle is going on. Supreme classes of men are combating for more power. The power that men took away from old matriarchal archetypes. Another approach helpful in analyzing this poem is Marxist feminism. Marxist feminism points out the social class that these women are in and leads us further to determine their fate. The women in The Fatal Sisters belong to the working class. They constitute a union and are bonded by sisterhood. The writers of the 1970's movie, Norma Rae, had this poem in mind when making this film. The Fatal sisters know their job. The fate of the men's lives are in the sisters hands. "Glitt'ring lances are the loom, where the dusky warp we strain, weaving many a soldier's doom, Orkney's woe, and Randver's bane."(5-8) The sisters are not affected by the war that is taking place. Their only focus is their duties, which are to finish making war flags and aid in killing. The biological and liguistical models also shape the feminine approach. The preface draws a detailed abstract to what these women look like. "Till looking through an opening in the rocks he saw twelve gigantic figures resembling women."(Gray 38) This is very offensive. He could have called them sturdy women, or large women.

Integrated Pest Management :: essays research papers

Integrated Pest Management Integrated pest management (IPM) is a recently developed technology for pest control that is aimed at achieving the desired control while reducing the use of pesticides. To accomplish this, various combinations of chemical, biological, and physical controls are employed. In the past, pesticides were all too often applied routinely whether needed or not. With IPM, pest populations as well as beneficial parasite and predator populations are monitored to determine whether the pests actually present a serious problem that needs to be treated. If properly and extensively employed, IPM might reduce pesticide use by as much as 50 percent, while at the same time improving pest control. If this goal were achieved, the environmental problems would be minimized, and significant benefits would result for farmers and society as a whole. IPM coordinates economically and environmentally acceptable methods of pest control with judicious and minimal use of toxic pesticides. IPM programs assess local conditions, including climate, crop characteristics, the biology of the pest species, and soil quality, to determine the best method of pest control. Tactics employed include better tillage to prevent soil erosion and introduction of beneficial insects that eat harmful species. Many pests that are attached to crop residues can be eliminated by plowing them underground. Simple paper or plastic barriers placed around fruit trees deter insects, which can also be attracted to light traps and destroyed. Weeds can be controlled by spreading grass, leaf, or black plastic mulch. Weeds also may be pulled or hoed from the soil. Many biological controls are also effective. Such insect pests as the European corn borer, and the Japanese beetle, have been controlled by introducing their predators and parasites. Wasps that prey on fruit-boring insect larvae are now being commercially bred and released in California orchards. The many hundreds of species of viruses, bacteria, protozoa, fungi, and nematodes that parasitize pest insects and weeds are now being investigated as selective control agents. Another area of biological control is breeding host plants to be pest resistant, making them less prone to attack by fungi and insects. The use of sex pheromones is an effective measure for luring and trapping insects. Pheromones have been synthesized for the Mediterranean fruit fly, the melon fly, and the Oriental

Time And Romance Essay

In his sonnets, poet and playwright William Shakespeare creates a romantic tone when describing how romantic relationships are affected over time. Vivian Tiller's article â€Å"Is love really Blind? † provides research to suggest that romantic relationships are affected over time because people tend to lose physical attraction to their mate. After reading both Shakespearean and Deedless works one can conclude that time has a negative effect on love because people's feelings change about their mate overtime.One of the ideas of time that and Shakespeare presents is Love is not really love if it changes. In Sonnet 1 16, lines 2-4 Shakespeare states, â€Å"love IS not love which alters when it alteration finds†. This quote means Love is not really love when the supposed feelings Of love from one or both partners change . This has to do with time because in most relationships love changes overtime. One of the ideas that Dilled presents is physical attraction impacts relation ship satisfaction.In paragraph number 7, Dilled states, â€Å"By asking peoples at various stages of relationships how they feel about their partner's appearance, we learn a lot about underpinnings of physical attraction, an ingredient that clearly bonds men and women, but one that relationship experts rarely study'. Dilled utilizes statistics to gain a better outlook on the topic. Additionally, Dilled uses Data from the people she interviewed. Shakespearean outlook regarding love is positive but, Dilled views love by statistics and people's personal experiences which are mostly negative.In a nutshell, Shakespeare and Dilled have Different opinions of love. Shakespeare views love based on his personal experiences, On the other hand, Dilled uses statistics and data to formulate her opinion on love. Shakespeare and Dilled are two of the many people in the world with contrasting opinions on the subject on love. Based on their theories ,a question comes to mind, is love born of the hea rt destined to last forever or perhaps its subject to change as the day is to the night?

Cell Organelles and the Production of a Protein

Using a human cell of your choice, describe how organelles work together to make and secrete a protein (LO1. AC 1. 1) An epithelial cell in the thyroid gland, called a thyrocyte forms spherical follicles that produce a protein called thyroglobulin. This is a globular protein that has a functional role in metabolism. The protein is used by the thyroid gland to produce thyroid hormones; thyroxine (T4) is an example of one of the hormones created. Thyroxine is formed by iodine binding to tyrosine residues in thyroglobulin molecules, inside the follicle cell. www. vivo. colostate. edu/hbooks/pathphys/endocrine/thyroid/chem. html) This hormone regulates growth and controls the rate of chemical reactions in the body. This image is from: http://classes. midlandstech. com/carterp/Courses/bio211/chap16/chap16. htm Before the thyroid hormone can be secreted from the thyroid follicle cell, the thyrocyte needs to make the protein thyroglobluin, by different organelles in the cell. There are many organelles inside the cell, however only specific organelles make and secrete thyroglobulin.The Nucleus (the largest organelle inside the cell) controls all the different organelles within the follicle cell, and instructs each organelle on how to synthesis the protein (thyroglobulin). It also holds the DNA which codes for thyroglobulin, so it knows what protein the cell is producing and how much is needed. The Nucleolus, which is inside the Nucleus, contains the ribosomal RNA that is involved in building proteins and also this organelle is the site where ribosomes are assembled. The ribosome is where Thyroglobulin is made.This organelle is either found floating free throughout the cell in the cytoplasm or embedded on the rough endoplasmic reticulum. The protein can be formed at both locations. Thyroglobulin uses the rough endoplasmic reticulum as a transport system through the thyrocyte; also this organelle can be a temporary storage for thyroglobulin until it is needed. The protei n is then moved to the Golgi complex, this organelle is known to be most commonly found in glandular cells. The Golgi body is where thyroglobulin is modified into a glycoprotein; this is when a carbohydrate is added into the structure of the protein.This modified thyroglobulin is processed, sorted and packaged into secretory vesicles. These secretory vesicles are then discharged in to the follicle lumen. The thyroid follicle cell traps iodide (active uptake) and it then travels through the cell, on the way through the cell the iodide is oxidized into active iodine by hydrogen peroxide. This reaction is catalyzed by the enzyme thyroid peroxidase (TPO). The iodine is then passed into the colloid lumen. In the colloid the iodine is attached to tyrosine, this is the amino acid that joins together to make up the protein thyroglobulin, forming DIT (T2).DIT is known as a colloid thyroglobulin. Iodinated tyrosines are joined together to form thyroxine (T4). The thyroglobulin colloid is endo cytosed (entering) back into the thyroid follicle cell forming an inward folding. This is then combined with a lysosome, so that the lysosomal enzymes can split thyroxine from the thyroglobulin colloid. Finally the hormone is diffused out of the thyrocyte, through the cell membrane into the bloodstream on its way to the peripheral tissues via the capillary.Image from: http://wps. aw. com/bc_marieb_happlace_7_oa/42/10969/2808223. cw/index. html