Communication and Different Reasons

SHC21 Introduction to communication in health, social care or children’s and young people’s settings. Outcome 1: 1. Identify different reasons why people communicate. People communicate for lots of different reasons some of these are these are to build and maintain relationships i. e family, parenting and community relationships. Communication is used by people to conduct business and commerce, people also communicate to learn and educate. Communication is also used for pleasure for e. . story telling, film, music and theatre it is also necessary for emotional intimacy. 2. Explain how effective communication affects all aspects of own work Effective communication helps us to exchange all information within the working environment, it helps us express are feelings/emotions and how we feel when working in certain situations. Using effective communication can help you get positive messages across when needed and can also help create a good atmosphere. 3. Similar article: Show How and When to Seek Advice About CommunicationExplain why it is important to observe an individual’s reactions when communicating It is important to observe individuals reactions when communicating as it helps give you feedback on how they are reacting to the information being giving to them it can also help you get a clearer understanding of what communication skill they are comfortable using and what communication skills they understand. Outcome 2: 1. Find out an individual’s communication and language needs, wishes, and preferences 2. Show how and when to seek advice about communicationWhile working at the nursery if I came across a situation with one of the children, e. g. they speak a different language, I would ask a higher member of staff what communication skills I could use that would help the child understand or if there are any key words in his/hers language I could use when communicating with them. I would also approach the parents and ask if there are any words they would like me to learn to help make the child more comfortable when communicating with me. Outcome 3: 1. Identify barriers to communicationThere are many different barriers that you can come across when communicating here are a few examples: Language: English may not be someone’s first language so you must take into consideration other ways of communicating with this individual. Noise: various things can stop a message from getting heard e. g. background noise, distraction or too many people talking. Distracting gestures: Fidgeting with pens, fingers or making inappropriate gestures can help create a barrier in communication as it can be distracting to the individual you are communicating with.Eye contact: Lack of eye contact can make an individual feel as if your not interested or not paying attention, it could make them feel awkward and not want to continue the conversation. 2. Identify sources of information and support or services to enabl e more effective communication Outcome 4: 1. Explain the term confidentiality There are different types of confidentiality and different examples but the main definition of confidentiality is: Confidentiality is a set of rules or a promise that limits access or places restrictions on certain types of information. . Describe situations where information normally considered to be confidential might need to be passed on If a child in the care of the nursery shows signs of any kind of abuse this could be sexually, physically or mentally, as carers of these children we have the right to pass this information on to higher members of staff or to possibly notify social services therefore we would need to pass on the child’s personal information if it is requested in this type of situation. 3. Explain how and when to seek advice about confidentialityA care worker should get advice about confidentiality when a situation arises and they feel it may need to be broken as keeping such info rmation to yourself causes you concern as it could result in harm to the person you are supporting or to someone else. To get further information refer to your organisations policy on confidentiality and the disclosure of such information and if in any doubt ask your manager for further assistance. The only time you seek advice when a child has spoken to you in confidentiality is when that person is in danger for e. g. if the child is being sexually abused, physically abused etc.

Current Media: Nurses Portrayed as Non-Critical Thinkers Essay

Introduction In this paper, the misguided image created by media tells the public: nurses follow doctors orders and are incapable of making their own judgments will be explored. The impact of this image on the nurse as an individual and on the nursing profession will be shown and ways to improve the image of nursing will be discussed. Evidence Present media, portrays the nursing field as an aid to physicians in the hospitals giving little credit to what nurses do in their profession. The media has pushed aside nurses and have made a high image for doctors and physicians. Television shows generally depict doctors as the key clinicians, putting nurses in the background doing the unimportant tasks (Mee, 2010). Therefore nurses are seen having a minimal role in the health care system. The idea that nurses simply follow doctors orders is a strong stereotypical theme that has many people deceived. Nurses are not thought to be independent, making critical decisions for the patient. Instead, nurses are thought to only care for the patient while the doctor is gone. According to the American society of registered nurses, â€Å" The public perceive a nurse as just someone who assists the doctor during and after treatment of the illness assisting the patient in keeping up is personal hygiene, giving the medications as prescribed by the doctor, dressing the wounds when there is a need ensuring welfare of the patient† (American Society of Registered Nurses, 2007. para 1). This is a harmful image that creates a low expectation of what nurses are capable of. Therefore, nurses are endanger of not being taken seriously by patient families when their advise is given for a patient. People may want to speak to the doctor about patients health instead, even though the nurse is the one who sees the patient daily for long periods of time. The idea that a nurses role is easy, and simplistic is also shown in media as the nurses job is not well represented. According to the Ontario Nurses Association, â€Å"Physicians are shown spending half their time conduction key care tasks that nurses actually perform while nurses, as their peripheral subordinates, stare at them with adoration and admiration†¦Ã¢â‚¬  (Ontario Nurses Association, 2008. p.1). The general public is not well educated on the nurses role and do not realize the work nor effort nurses put into their career through education and dedicated work. The negative notions about nursing through television and other types of media need to be seriously exposed as they harm and form lies about nurses. Currently, â€Å"these images reinforce the farce that nurses are not critical thinkers and are dependent on physicians for every direction; that nursing is not a profession unto itself but that nurses are medical aids† (Ontario Nurses Association, 2008, p.1). Discussion The idea that nurses are not critical thinkers nor independent is damaging to the face of the nursing career. This train of thought causes people to underestimate the capabilities of nurses across Canada. The idea that we only follow doctors orders causes people to overlook what we do, labeling our work as unimportant. This attitude causes less funding into the nursing profession which leads to nursing shortages, creating over worked nurses and clinical error.As well as creating more part time jobs instead of full time, leaving many nurses no choice but to work more then one job. When a negative image is very dominant in Canadian culture, nurses in the working profession start to believe the lies about themselves, making nurses quiet and not speaking out against the image. The lack of credit nurses get for what they do can lead to them thinking their job is insignificant. Also, media is a main way that the younger canadian generations are being educated. By them learning wrong messages about nursing can create them to not wanting to pursue nursing as a career. This leads to less passionate nurses coming into the field who are unprepared for what they are signed up for. As a future nurse, the publics view of me is important. I want them to see me as a professional leader in the health care system. The idea that nurses are not critical thinkers and are depending on doctors for advise and orders counter acts the real job description is of me as a nurse. The negative assumptions about nursing can effect the way patients perceive me before having our first encounter. A patients doubts of my abilities a a nurse can make our interactions difficult at first if they look down on me. A patient support group is key to the patients recovery. Having family members doubting the capabilities of nurses can stop the patient and family from asking me questions regarding the overall health of the patient. When people expect me to just listen to the physician, not realizing that I make critical choices everyday, makes the patients take me for granted thinking that I am only a nurse. These thoughts will make my job more difficult as I will have to break through the wall of negative assumptions to allow patients , family and physicians see how independent, capable and professional I am as a nurse. To break down these negative images of nursing as a profession, nurses across Canada can use the media to their advantage by educating and showing people the full spectrum of nursing, allowing the public to understand that nurses make up a large portion of the health care system and are vital to each patients health and wellness. By educating the younger generations of Canada, nurses will be able to inspire and help people get passionate about nursing. This passion will bring more people into the workforce who are ready, excited and prepared for a rewarding career and will be able to shift the negative attitude towards the profession (Ontario Nurses Association, 2008). Each nurse in Canada should work hard and act professional to do their part in promoting a positive image that will reflect all canadian nurses as a whole. Having proactive nursing conferences across canada would help raise awareness of negative nursing images so that all nurses can be united and working towards the common goal of creating a more professional image of nursing in the eyes of the public. Currently, many nurses are being proactive by being integrated into the policy development on the healthcare and government level ( Ontario Nurses Association, 2008). The image of nursing must be changed, but all nurses need to come together as a team doing their part and taking pride in their identity as nurses. As a nurse, I will rise higher then the image of not being a critical thinker and only following doctors orders by always seeking more education so that I can be prepared for situations that I come across. I will stay current with health issues and events that occur around me both on a local and global level. I will always strive to be a leader in the health care system by taking pride when fulfilling my role as professional nurse. When patients or people in the community ask me about my career, I will make sure that I am always prepared by knowing in my heart the reason for my career choice, the importance of my profession and the impact it makes in the health care system, allowing the public to get the right perspective of me as a nurse. Also I will always think critically of any situation I am faced with, allowing the patient to receive the best and most professional care. Currently, I am going to do my part as a nursing student to strive for excellence while I have the opportunity of learning so much about my future career choice which will allow me to be confident in the skills I will acquire and have the joy in knowing that what I do will have an impact on many peoples lives. Conclusion In conclusion, the negative image of nurses being dependent on doctors and not thinking for themselves hurts nurses across Canada. To stop this negative image from taking over the nursing profession, nurses must unite together and strive to be positive leaders, creating a strong and professional image for nursing. References American Society of Registered Nurses. ( 2007, December 1). The Real Public Perception of Nurses. American Society of Registered Nurses: Journal of Nursing. Retrieved from http://www.asrn.org/journal-nursing/249-the-real-public-perception-of-nurses.html Bard, R. (2012, January). Embracing Social Media. Canadian Nurse: Canadian Nurses Association. Retrieved from http://www.canadian-nurse.com/index.php?option=com_content&view=article&id=587%3Aembracing-social-media&catid=23%3Aceo-outlook&Itemid=31&lang=en Canadian Nurses Association. (2011, March). Nurses In The Media: And The Winner Is. Canadian Nurse: Canadian Nurses Association. Retrieved from http://www.canadian-nurse.com/index.php?option=com_content&view=article&id=401%3Anurses-in-the-media-and-the- winners-are&catid=4%3Aperspectives&Itemid=39&lang=en Krischke, M. (2007). Beyond TV Stereotypes: Students Can Shape Nursing’s Image. NurseZone. Retrieved from http://nursezone.com/recent-graduates/recent-graduates-featured-articles/Beyond-TV-Stereotypes-Students-Can-Shape-Nursing%E2%80%99s-Image_20072.aspx Mee, C. ( 2010, January 6) . Nursings Image In The Media: Just in Jest. Evolve Learning System. Retrieved from https://evolve.elsevier.com/cs/Satellite/Article/Nursings+Image+in+the+Media +Just+In+Jestcid=700000000611524&Audience=Faculty Ontario Nurses Association. ( 2008, September). Position Paper: The Image of Nurses. Ontario Nurses Association. Retrieved from http://www.ona.org/documents/File/pdf/PositionPaperImageofNurses.pdf

Performance Management at Vitality Health Essay

Situational Analysis: Introduction: Vitality Health Enterprises initially started its business as Vitality by importing small quantities of cosmetics from Japan. Initially it started marketing in its neighbourhood and to local organizations. Slowly it started expanding and in 1989 it changed its business model by establishing its own manufacturing facility in the US. Its business continued to grow into various markets as it leveraged its unique supplier connections and technological superiority. Its venture of acquiring HerbaPure Nutraceuticals helped it expand into a new domain of health care and Vitality became Vitality Health Enterprises. It continued its growth by expanding into new geographies until 2008 when its growth began to stagnate. This led to the formation of its new business strategy where a committee was appointed to review the policies and methods of tracking the performance goals of all non-sales and non-executive employees of the company. Drawbacks of previous PMS: PMS scale had 13 different levels of ratings. This scale posed a problem as managers avoided either the pain of evaluating or offending their sub ordinates by giving average rating of ‘B’ or ‘C’ to most of the employees. They avoided giving ‘A’ even to the top performers with a fear of upsetting the spirit of teamwork among others. Therefore the top performers lacked motivation to continue performing better as they received similar kind of merit based incentives and rewards as their less productive co-workers. Also there were flaws in the current methods used to measure performance. The compa-ratio takes into account the number of years an employee has worked with the company. Hence the tenure brings them with high incentives even though their performance wasn’t up to the mark. For example an employee with larger work experience at Vitality would be paid more when compared to other employee who had joined recently for the same output or sometimes even for a lesser output, which brought discrimination and dissatisfaction among the  employees. One advantage was that the compensation provided is 7-8% higher when compared to competitors. But the component of bonuses and variable pay was low in the current structure, which added to the disappointment of the high performers. Therefore even though turnover rate reduced at Vitality due to high compensation, there was turnover among the more productive scientists and product engineers as they moved to companies where their hard work and talents are rewarded better, which was a great loss to the company. Hence the very purpose of PMS that is identifying performers to reward them and non-performers to train them better or in the worst case steer them out was not achieved through this system. So a large section of the employee community wasn’t satisfied with the existing system. Also in a highly competitive market as personal care products, Vitality can’t afford to lose its top talent to its competitors. Additionally its product managers need continuous motivation to innovate and develop new products to withstand the competition. Hence there was a need for a coherent performance management system that held employees accountable for their actions and incentivized employee performance by offering compensations including salaries, bonuses and equity. So a new performance management system was launched. Problem Statement Was newly implemented performance management system in ‘Vitality Health Enterprises Inc.’ effective? Pros of Newly implemented PMS: The revised system is more apt to recognize highly contributing employees by strictly following the distribution model of performance rating. New PMS changed the absolute ranking to relative ranking system which helps to rank the employees based on relative performance basis. This eliminates a key problem of rewarding bulk of employees when their department was failing to meet development and production goals. This plan incorporated a new system of performance-related short and long term cash and equity bonus rather than relying only on salary increases. The newly designed system follows 4 point scale instead of 13 point scale which made the manager task easier in evaluation. Cons of Newly implemented PMS: Some employees were reluctant to perform their duties outside the job as those responsibilities were not in the review system. So they preferred only to work in the domains which were taken into consideration for their reward. Some managers felt that the new distribution system to be very rigid. High performing team need to come up with the targeted number of achievers even though they had many of them. On the contrary, the low performing team also had equal number of top achievers. The new PMS uncovered some managerial dissembling. Because managers allotted ‘Not Rated’ ranking to new members and saved the higher rankings for their veteran employees irrespective of their performance. Hence the new member in team might be de motivated. Some managers were reluctant in differentiating between their employees and allow any unfamiliar person to evaluate them. Because of this true performer might miss his/her rewards and incentives. Some managers rotated the highest ranking between their employees from one year to the next. So the objective of developing new evaluation system was unfulfilled. Recommendations The new performance management scored well in the survey which collected response from all the affected employees. Around 54% of the employees were happy with the new system whereas nearly a third (31%) preferred the old system. The employees who were happy with the new system might be high performers whereas the low or mid performers might have not been happy with the new system and were recommending old system. Managers were not happy with the rigid system because it added complexity in grading and might have been forced to give detailed explanation to offended employees. However there were few issues with the new system, which can be addressed with the measures listed below: Modification of the pay structure by incorporating performance benefits tied to the below: Organization Building: Employees need to contribute for the growth of the organization beyond their core responsibility. This will help in organizational growth and trickle-down effect to the bottom of the organization. So their pay structure will also involve a component that corresponds whether the company as a whole is performing well or not. Team Building: The performance of the team or  division will also impact the rewards being distributed. If a division does well, all its members get benefitted and vice versa Individual Efforts: Like before, individual component will also weigh for performance appraisal. This will have a different weight age for different job descriptions, as per the requirement. For example: A marketing employee will have a higher component of organization building than a R&D scientist who will have a higher individual component E.g. Say a R&D scientist has a base salary of ‘x’ and the weights allocated to organization building, team building and individual efforts as w1, w2 and w3 with per component increase of $p, $q and $r. Hence pay policy line= x+ (w1*p) + (w2*q) + (w3*r) Mixed component of absolute and relative: Employees will be graded against one another only when they are able to fulfil their core responsibilities and perform to a certain benchmark level. As the managers used to assign a Not Rated ranking to any employee who had been in the group for less than a year, regardless of actual performance. Not Rated ranking should be removed and appraisal should be conducted without grading for employees who have not completed a year. Pay structure of Managers: Managers have secondary responsibility of fulfilling staffing needs, their effectiveness in training, development and employee relations. The weight age of secondary component should be increased in such a manner so that they don’t delegate this responsibility to HR, which will be possible if their pay structure will be linked to it. Differential rating points for different divisions: Different division should have a different weight age system of organization growth, team growth and individual efforts in their pay structure and it should be appropriately distributed to all divisions so that rewards are not concentrated in a particular division. Feasibility of recommendation The company is growing at a good rate and hence any recommendation should be careful analyzed for its feasibility. Having different weight age for KRA’s of each division is difficult to formulate and can also lead to conflict between divisions which can lead to loss in synergy across the organization. All the divisions should be kept in confidence while formulating KRA’s and their respective weight ages. As the company is growing, the divisions will also increase and hence this plan’s sustainability is questionable. Pay  structure modification can be met with resistance from employees who will not be ready to accept too many variables in their salary. However educating employee about the benefits of this modification can solve this issue. Creating a separate process for employees who had completed less than a year in a team can easily eliminate not Rated ranking.

Organizational Impact Paper Research Example | Topics and Well Written Essays - 750 words

Organizational Impact - Research Paper Example as widely known as one of the most influential and powerful technology company that emerged as leader in the hardware and software industry, has always been fostering on innovation. Muller (2011, p. 2) noted that Apple has managed to sustain its innovation with effectively calculated and consistent increases of its investment in research and development and rapid fire-launches of unique newer products and upgrades. Innovation occurs within four dimensions of the organization; product innovation, process innovation, business model or strategic innovation and marketing innovation. Apple inc is an illuminating example for all these kinds of innovations (OBrien, Clifford and Southern. 2010, p. 96). Within last two decades, Apple has been offering various types of products and services, including iMac, iPod, iPad, iTune, iLife and iPhone variants. Apple has been highly successful in creating a unique identify of its brand to effectively establish strong brand equity and convert this to long term profitability for the firm to stay highly competitive. Apple’s increased R&D efforts and greater concerns over technology advances have transformed the way by which the products and services are produced and delivered to its customers. Moreover, Apple’s own-store retail marketing that company has launched own-retail store with multi-hubs in various cities around the world represented a unique idea of manufacturer’s own-store retailing strategy. This was another successful innovation in terms of marketing and business model. The overall impact of the innovation on Apple is its name, the brand, brand’s loyalty, competitive advantage the company has sustained and the long-term profitability it can guarantee for years to come. McDonald, perhaps an alternate name for quality fast-food and quick meal, has emerged to be a most powerful international fast-food restaurant that keeps on driving innovation in delivering food and offering quality services. Cekeravac (2012) noted

US healthcare system Essay Example | Topics and Well Written Essays - 750 words - 1

US healthcare system - Essay Example The Fee-for-Service plan is grounded on offering of defined traditional insurance service to cover the cost of services rendered to the consumer. FFS plan creates the least limitations for both the provider and consumer. Due to this minimal restraints resulting from it, the FFS plan has higher costs per degree of protection to the consumers. The Preferred Provider Organizations is similar to the IPA but is mostly predicated upon selecting a subset of all available providers and making contractual agreements with them, which are dependent on price. This plan ensures that â€Å"preferred providers† have patients directed towards them by the PPO insurance plan in exchange for a lower price. This makes the PPO plan attracts a greater patient base that the PPO can apply to negotiate with providers. The Point of Service plan (HMOs without walls) implies a capitation arrangement with providers for their enrollees, even though the doctors are distributed in their offices as in IPA or IPA. Additionally, the compensation for providers is per patient per year and not FFS. Also, patients have strong financial incentives to use POS plan doctors. All the four plans ensure that both the consumers and the providers are not at any disadvantage in terms of provision and reception of healthcare services. Additionally, all the four programs are crafted to ensure each and every citizen gets access to quality affordable healthcare. 2. What roles have state and local health departments played in the delivery of health care services? Are these roles, in your view, appropriate and suitable in ensuring the protection of the public’s welfare? Should they be changed? The state and the local health departments play crucial roles in the delivery of healthcare services to the American citizens. The government’s main role in the healthcare is licensing (Jonas et.al., 2007). The government permits both practitioners and institutions that provide Medicare. Licensing ensures that

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Management status - Essay Example This therefore implies that it is important to make sure that the workforce is satisfied and relating well with one another. A workforce that is well motivated, working as a team, and has a good working environment are all ingredients required for success of any business. It is upon the management to build of any business to ensure that there is team work I the organization, and that the workforce is motivated. In building employee motivation there is need for the management to create a strong foundation that should act as the main driving force of the employees. Building a foundation involves revisiting the organization’s mission, vision and objectives. It is important to make sure that all employees are fully aware of the organization’s vision, mission, and objectives. This is important since it gives a guideline on what the organization as a whole is working towards. Additionally, knowledge of the mission, vision, and objectives is important for employees to make a self-assessment to determine if they are in correspondence with individual career goals and aspirations. Correspondence of individual career goals with goals of the organization brings a sense of belonging and therefore there are higher chances of feeling motivated. This should be done frequently new employees joining the organization in order to ensure that the entire workforce is well motivated. It is upon the management to build a conducive and welcoming atmosphere within the organization in a bid to motivate the workforce. A good working environment motivates employees and there are hardly any cases of absenteeism. This is because a conducive atmosphere in work places makes employees feel important and comfortable. It is extremely easy to handle all forms of work related challenges when employees are in a comfortable environment. The management should ensure that employees feel comfortable to approach them with all questions regarding work. For instance, the

Innovation policy Essay Example | Topics and Well Written Essays - 2500 words

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How does Robert Grave's The naked and the nude (1957) use concrete Essay

How does Robert Grave's The naked and the nude (1957) use concrete diction in order to draw a distinction between the naked and the nude - Essay Example Nevertheless, the heart of the poem is the controversy between the naked and the nude. The first and probably initial meaning of nakedness is anatomical, as in the following synecdoche: "The Hippocratic eye will see In nakedness, anatomy" (ls. 3-4), but the secret meaning of the term is freedom, absence of shame and ignorance of scorn. Nudity, thus, points to the 'social' meaning of nakedness: "deficiency of dress" (4), prohibited and scorned by most people. The nude should be understood as those blaming and judging the naked with religious or moral values: "They grin a mock-religious grin Of scorn at those of naked skin" (17-18). Another meaning of nakedness is therefore the reception of scorn and hatred, addressed to both nudity and nakedness as indecent. When the person is nude, they feel themselves an anatomical pattern, a body, similar to other human bodies of the same gender, whereas nakedness indicates that each body is a unique and exceptional piece of art, as in the followin g metaphor : "And naked shines the Goddess when She mounts her lion among men" (11-12).

Contrast Effect Essay Example | Topics and Well Written Essays - 500 words

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Southwest Airlines Case Study Essay Example | Topics and Well Written Essays - 1500 words

Southwest Airlines Case Study - Essay Example This has necessitated a review of its mission and vision statements that will form the basis of this paper. Introduction This paper will look at the mission statement, vision statement and values of Southwest Airlines, a local airline operating within the USA but now branching out regionally starting with Mexico and the Caribbean. I will analyze each of the above elements from the point of view of good strategic management principles, evaluating their efficacy and worth as exemplary factors or otherwise. I will also try to determine whether they truly reflect the body and soul of the business, and if not, make recommendations and changes in the above three elements so that they are worthy of good strategic management principles. Company's Mission Statement and Analysis Southwest Airlines believes in continuing to be the USA’s leading low cost airline, with commitment to the highest quality of customer service, delivered in the company spirit of warmth, friendliness and custome r pride. Concentrating on the domestic sector, it flies to 92 destinations across 42 States of the USA. It is incorporated in Dallas Texas and operates more than 3300 flights a day. It is the USA’s largest domestic carrier. Looking at the mission statement for this airline, it is clear that they have defined their target market and reach in the USA. They are a domestic airline and want to keep it that way. What’s more, they want to lead the industry as a low cost competitor and are currently looking for ways to attract and solidify new groups of customers. A recent news release shows that they are tying up with hospitals, hotel chains and other businesses that have groups of customers or cargo that they can transport on a regular basis. This is an innovative approach that can bring them more business opportunities (Crosby, 1992). As far as the target market is concerned they have defined it as local customers. They do not want to enter the international sector, possibl y due to added costs of fuel, distance travelled and taxation and other financial costs. Moreover they are already leaders in the domestic market so it would pay to stick to their strengths rather than take unnecessary risks. As regards the products and services that this airline offers, its main emphasis is on being cost effective. In Michael Porter’s terms it is using Low Cost Leadership as its chief strategy (Porter, 1980). It operates a point to point service- with recently acquired Air Trans used as a hub and spoke service. It also has a tie up with Volaris, Mexico’s second largest airline for regional routes outside the USA. It operates a modern fleet with Boeing 737-800s and 737-MAXs being part of its inventory. It operates three kinds of flights principally- I Wanna Fly, Business Select and Anytime Fares. Only the first fare is non-refundable but all of them can be applied towards future flights. They have also started a Rapid Rewards Program and Early Bird Che ck In to further appeal to customers- and expanded operations to the Caribbean and Mexico after the acquisition of Air Tran. This airline company has also managed to achieve some degree of backward and forward integration with airline booking agencies and hotels all over the USA and in Mexico and the Caribbean. It even has linkups with resorts and rental car agencies if the passengers want to use these facilities. All of them are available on its website and there are also various gifts, rewards and discount packages that make it beneficial for the customer

Essays on Hullabaloo in the Guava Orchard Essay Example for Free

Essays on Hullabaloo in the Guava Orchard Essay At first filled with shame, his officious father soon realizes just how profitable his son’s supposed spirituality can be. His mother, meanwhile, finds in the orchard relief from traditional Indian family life and middle-class respectability by devoting herself to creating increasingly exotic curries. All goes well until the local monkeys start to drink. Plans to rid the orchard of their unwanted hullabaloo multiply and eventually go completely awry, but not before Sampath is released from the endless cycle of demands. Transformed into a guava, he is last seen being carried towards the sacred Himalayas by the hungry monkeys. This story, by the daughter of novelist Anita Desai, works best when the pacing is as fast as the author’s touch is light, as it surely is in the final thirty or so pages. When it drags, stylistic tics become annoyingly apparent, the narrative too slender to support even a novel this short, and this talented author’s indebtedness to other writers, from Narayan and Salman Rushdie to Italo Calvino, Jerzy Kosinski and Gabriel Garcia Marquez the sign not of postmodern play but of youthful derivativeness.

Dynamic Universe 1 Journal Essay Example for Free

Dynamic Universe 1 Journal Essay From the very beginning, the studying for the universe has been accompanied with numerous misconceptions and myths: from flat structure of the earth and earth-centered model of the universe to contemporary astrology and horoscopes. From the critical perspective, if the early explanations about the universe and our place in it could be explained due to known technological limitations of the ancients, modern astrology does not have any viable explanations. As Phil Plait argues on his website Badastronomy. com, modern astrology cannot be considered a science a priori and there are many reasons to make us support this statement. Unlike astronomy, which is based on universally developed methodologies, derived primarily from physics, chemistry, and mathematics, astronomy does not use any of them. The latter lacks even universally agreed method, as Phil Plait explains, some astrologists claim that â€Å"the moment of birth is important, others say its the month, etc†¦ but they all operate under a very broad working assumption: there is some sort of force from the heavens that influences us here on Earth. † Although during the development of the astronomy there have been various differences in theories and ideas, for instance Big Bang model, all of them were developed on the thorough scientific analysis of data and mathematical models coupled with specific methodologies. With some deviations, astrology can be compared to Sun worship practices during the ancient times. Naturally, Sun worship originated in agricultural areas due to the people’s heavy dependence of the sun light for the crop. If assessed critically, Sun worship has been a dominated religious practice. Wikipedia online encyclopedia indicates that Sun worship has been characteristic for Egyptian, Japanese and Nordic mythologies. Ancient Greeks also worshiped Helios, God of the Sun. Simultaneously, the list of solar deities provides even more evidence about the dominance of Sun worship during the early periods of ancient civilizations. Surprisingly, Smithbrad traces important connections of Sun worship and astronomical basis to the Christian religion, indicating both historical and scriptural evidence. For observers from the earth, the Sun and the Moon represent two most bright objects on the sky. However, from the critical perspective, these objects are not unique, not only by their form but also by the characteristics of their light. Practically, the story of star formation is a study in contradictions. It starts with atoms, molecules, and dust particles floating aimlessly in the dark and frigid depths of interstellar space. Out of the cold and empty expanses, gravity brings these scattered particles together to form stars. Over hundreds of millions of years, these gas and dust particles congregate into enormous clouds that can span hundreds of light-years. The two lightest elements hydrogen and helium dominate these clouds, accounting for about 92 percent and eight percent of the atoms, respectively (NASA, 2005). Dust grains account for about one percent of a clouds total mass. Astronomers call these clouds giant molecular clouds because they also contain trace amounts of molecules such as water, alcohol, ammonia, and various carbon-based organic compounds, which represent raw components of life. All in all, the clouds contain enough material to form tens of thousands of new stars. Magnetic fields and the random motions of gas molecules prevent the cloud from collapsing under its own weight. The various gas and dust particles jostle about, but eventually, enough mass congregates in one region to initiate gravitational collapse in a small portion of the cloud. Astronomers once thought that cloud collapse was usually triggered by external disturbances, such as supernova shock waves or stellar winds. Nowadays, however, most astronomers think that cloud collapse usually happens on its own, although triggering mechanisms can still play an important role (NASA,2005). Over the course of several millennia, a collapsing gas cloud fragments into tens to thousands of relatively dense, rotating clumps of gas that will ultimately form newborn stars. Emission and reflection nebulae are abundant in the universe, though not observed with the naked eye. Practically, emission nebulae, â€Å"cloud of gas and dust floating in space,† emit their own light, due to the presence of ultraviolet radiation coming from the hot star or star clusters stars (Nebulae, 2005). The very hot star emits highly energetic radiation of the invisible part of the electro-magnetic spectrum, and the emission nebula re-emits the radiation in the visible light (M42, 2005). Unlike the reflection nebulae, in the emission nebulae the atoms of the dust are energized by the radiation (ultraviolet) and start emitting (not reflecting) their own radiation as atoms fall back into lower energy states. This process of the radiation emission can be compared to the Sun, with the only deviation that the latter emits radiation and light due to the processes which occur in the Sun’s core without any impact from the outside object. Simultaneously, reflection nebulae reflect the light coming from the star or star cluster. This process can be compared to the Moon, as it also reflects the light coming from the Sun, not emitting its own radiation. From its own origin when being formulated by LemaÐ ¾tre and proved by Hubble, the Big Bang theory evidenced many contributions, objections and simplifications. The Hubble Law states that galaxies in every direction are distancing away from us with speeds proportional to their distance. The major contribution to the Big Bang theory has been made with the data obtained from satellites COBE and WMAP, and the Hubble Space Telescope. The data allowed scientists to formulate the statement that the universe has been formed 14 billion years ago in a hot, dense, event known as the â€Å"Big Bang. † Practically, what the theory of â€Å"Big Bang† provides is the explanation of nature and major characteristics of the universe. There is no edge or boundaries in the universe. The expansion of the universe is occurring at all points simultaneously. Therefore, as Richard Powell explains the most of 350 billion galaxies which contains the universe are moving away from one another. However, it does not necessarily mean that the Earth or our galaxy is moving. As it is known, galaxies are distributed not universally. The systems similar to our Solar System and the Milky Way are formed from under the gravity and thus are restrained from moving apart. However, 350 billion galaxies and 3. 5 trillion dwarf galaxies in the universe are collected into vast sheets, clusters and superclusters of galaxies surrounding large voids. Bibliography Phil Plait. Astrology, available at http://www. badastronomy. com/bad/misc/astrology. html Accessed Oct 3, 2005 The resource is dedicated to various misconceptions in the astronomy, including numerous myths and beliefs, like astrology, pseudoscience and science portrayal in contemporary movie industry. Wikipedia Encyclopedia. â€Å"Solar Deity† available http://en. wikipedia. org/wiki/Solar_deity Accessed Oct 3, 2005 World Largest Open Encyclopedia, which offers explanations on various issues, including the astronomy and related subjects. Though not cited, this resource http://en. wikipedia. org/wiki/Big_Bang#Hubble. 27s_law_expansion became very useful for the journal preparation. Smithbrad â€Å"Sun Worship† Available http://smithbrad. nventure. com/sunworship. htm Accessed Oct 3, 2005 Resource aims to provide connections between Christian faith and practices with the Sun worship tradition as the most ancient tradition among all religions. The resource provides both scientific and scriptural evidence for its statements. â€Å"Nebulae† Available http://www. seasky. org/cosmic/sky7a05. html Accessed Oct 3, 2005 Web resource is dedicated primarily for concise and practical explanations of astronomical terms and phenomena. It offers graphic and photo illustrations to explains various issues in the astronomical science. NASA. â€Å"Imagine the Universe† Available http://imagine. gsfc. nasa. gov This resource provides information for star life cycle patterns, which was useful for conducting the journal, particularly on the questions on emission and reflection nebulae. â€Å"M42† Available http://www. seds. org/messier/m/m042. html Accessed Oct 3, 2005 The resource is a part of the Messier Catalog. It became useful for the journal discussion on reflection and emission nebulae, offering photo illustrations and discovery history of Orion Nebula, also known as M42 Richard Powell â€Å"Atlas of the Universe† Available http://anzwers. org/free/universe Accessed Oct 3, 2005 It is the most useful resource for general explanation of the Big Bang theory, providing graphical illustrations of its major concepts and problematic moments. Maps compiled by Mr. Powell has been used for journal explanations and references.

Constituents of ‘Kuwing’ Oil From Irvingia Gabonensis

Constituents of ‘Kuwing’ Oil From Irvingia Gabonensis ABSTRACT Kuwing oil extracted from Irvingia gabonensis seed mash fermentated over 6 days in AgoiIbami community, Nigeria, was analysed for it’s essential oil constituents. Both the fresh seed and the ferment’s oil extracts were analysed for fatty acids, organic acids and essential oils, using GC and GC-MS methods of analysis. Six (6) fatty acids: Oleic, Linoleic, Stearic, Lauric, Behenic acids were found in both samples, while Mystiric was found only in the fermented product.Five(5) organic acids constituents Citric, Glycolic, Oxalic, Malic and Tartaric acids were identified in boththe fresh seed and the ferment. While fifty one (51) chemicals were identified as volatiles or essential oils ,the main constituents are ÃŽ ± -Pinene, Carene, Trans-Ocimene, ÃŽ ±-Terpinene, Cis-Limonene Oxide, Perillaldehyde, Nootkatone, Germacrene-D, and Bornol,about 75% of the oil and nineteen (19) of the identified volatiles responsible for flavour and aroma, making up to 43% of the oil. KEY WORDS: Essential oils, Irvingiagabonensis, Ferment,  Constituents, Kuwingoil. INTRODUCTION In earliest times, Irvingiagabonensis (of simaronbaceae family) was sourced from the vast virgin forest. Then, fruits were allowed to ripen and drop from the tree top before they were hand-picked and usually, hunters gave information on the quantity of fruits on ground. Initial drops were regarded as the fruits â€Å"testing the ground†. As the quantity of fruits on ground increased, collectors were alerted by hunters. Whoever found the fruits first, owned them. No family lineage owns Irvingiagabonensis trees growing in virgin forests. However, with deforestation, some trees can now be found in secondary forests. The fruits were never harvested from the tree but, once they have dropped from the tree they are assumed matured. With increase promotion of non-timber forest products for agro-forestry, the number of irvingia trees’ plantations are on the rise. Once collected, the fruits were heaped against trunks of big trees to rotten for de-pulping. After which, the seeds/nuts were cracked open to extract the edible cotyledons. Increase demand and market expansion for irvingia cotyledon for culinary uses due to attractive revenue has led not only to harvesting the fruits from tree trunks but also splitting fresh fruitsto obtain the cotyledons. The cotyledons are usually processed into a variety of products using different processing methods. Traditionally, fermentation process is employed in the preparation of a number of products, one of which is ‘itugha’ from irvingiavargabonensis (Ekpe, O.O,2007). Sun drying also enhances the quality of bush mango seeds and this attribute give attractive prices for the sun-dried cotyledons. Modernization has adversely affected the preparation and utilization of ‘Itugha’ and this age-long nutrient rich food (Ekpe et al,2007) appears to be gradually disappearing from the community dietary. Distribution of ‘Itugha’ is usually limited to the top family members and very close friends, which always resulted in disaffection among those not so favoured in its distribution. Despite the high food value usually placed on this food item, it is fast becoming extinct. To diversify its utilization, identification of secondary products having other uses can expand and encourage itscommercial production and industrialization. Even though the food value of any food product is a measure of its nutritional potentials, measured by it’s chemical composition.Safety indicators,the level of food toxicants as well as bioavailability of the nutrients are also important (Agube, 1991). Other applications of constituents in a product can be as important as it’s food value. As such, identifying essential oil constituents of itugha can promote it’sother non-food utilization as well as it’s food uses. Essential oils are any class of highly volatile organic compounds found in plants.Chemically, essential oils are extremely complex mixtures containing compounds of very major functional-group class like terpenes, isoprenoids, alcohols, esters, aldehydes, ketones and phenols. Essential oils have three primary commercial uses; as odorants in perfumes, soaps, detergents and other products: as flavours in baked goods, candies, soft drinks and other foods: and as pharmaceutical in dental products and many medicines. ( Britannicaconcised encyclopedia, Aroma Web). Most people use essential oils for their therapeutic effects as they tend to leave beneficial bacteria intact while killing the pathogens or for their fragrance alone. BuchbauerJirovetz(1994) published an excellent survey on the uses of essential oils as medicament. Studies have shown that bacteria do not acquire resistance to essential oils as they do with antibiotics and plant essential oils are also known for their antimicrobia l activitye.g. essential oils of Dacryodisedulis- African pear (Obameet at 2008). Today when so many illnesses and bacteria are becoming resistant to antibiotics, the therapeutic effects of essential oils and their immune-boosting abilities may be just what we need to explore. Essential oils can be detected in all the cells of the body 21 minutes after application. Essential oils are designated and defined by the plant species and sometimes geographical location( McGraw-Hill Science Technology Encyclopedia). Kuwing oil produced from seeds of Irvingiagabonensis pulverized and fermented over 6 days and heat treated for 2 days, is investigated for it’s essential oil composition. The value of non-timber forest products lies in their use as a supplementary food supply, as a source of vitamins, as snacks during hunting and gathering forays in the bush, as beverages, building materials, farm and kitchen tools and in the maintenance of traditional rites and pastimes (Alexandaretal, 1994). A key feature of the Irvingia study has been the gathering and documentation of indigenous knowledge on the species to expand the scope of available information on its possible utilization and application.. To the best of our knowledge, no literature information is available on essential oil composition of‘kuwing oil’ fromIrvingiagabonensis. Thus this study would in addition to, exploring precursor compounds in fresh odourlessirvingiagabonensis seed, highlight constituents of kuwing oil for its utilization prospects in industry especially for non-food purposes. The fresh seed is odourless, colourless and without flavour. Macerating/pounding, heat treatment and fermenting mashed seeds in control conditions produces odour and flavourin the mash. This is known to increases its acceptance in the food industry and projects potential utilization prospects in the non-food industry. In this paper we are reporting the chemical composition of essential oils of ‘kuwing oil’ extracted from irvingiagabonensis seed. This study will cover identification of possible precursors of flavour compounds e.g. fatty acids and organic acids from fresh irvingia seeds and the volatiles or essential oils constituents, of kuwing oil, from heat treated fermented irvingiagabonensis seed mash. MATERIALS AND METHOD Fresh Irvingiagabonensis seeds was milled with the mill unit of a National blender, Model MX 495 for six (6) days under controlled condition. After each day’s milling, the mash was wrapped withPiper umbellantum leaves. This was to simulate the repeated milling under controlled conditions, that is necessary for the production of a fermented traditional spread from I. gabonensis called ‘itugha’ . Oil drip from this ferment is the ‘Kuwing’ Oil. The fatty acid content of fresh Irvingia seed and Kuwing Oil sample were determined using the method of International laboratory (1993). In this method, the samples were first extracted with petiether to remove the oiliness in the samples. The lipid extracts were Methylated and the methyl esters of the respective fatty acids in the solvent fractions were analysed by gas-liquid chromatography. A 250ml flask was weighed( wo), 5g of sample quantitatively weighed into a fat extraction thimble and 250ml petroleum ether poured into the previously weighed flask containing anti-bumping chips. A soxhlet extractor into which the thimble with its contents had been introduced was then fitted into the round bottom flask and the extraction apparatus mounted on a heating mantle. The contents of the flask were heated and extraction process continued for about 15 hours. At the end of extraction, petroleum ether in the round bottom flask was distilled off the oily extract with the soxhlet and the litt le quantity finally evaporated off in a water bath at 500c. The flask and the fat extract were finally dried in a hot air circulating oven at 1000C, cooled in a desiccator and weighed (w1) Methylation of Fat Extract i.The fat sample were heated for 2 hours under a current of nitrogen at 80-900C with 4%sulphuric acid in methanol. ii.After cooling and the addition of distilled water, iii.the resulting methyl esters were extracted several times into hexane. iv.The combined extracts were dried over sodium carbonate and anhydrous sodium sulphate (in a dessicator). v.The solvent fraction was then reduced in volume by a stream of nitrogen. Gas-Liquid Chromatography Each methylated oil samples were analysed by gas-liquid chromatography on a Carlo Erba gas chromatograh 5160 Mega series, equipped with a shimadzu data processor C-R3A using the following experimental conditions: (a)Glass capillary column 25m x 0.32mm i.d coated with SE 52. (b)Column temperature 600C (c)Injector and detector temperature 2800C. (d)Carrier gas-hydrogen about 0.40 Kgcm-2 (e)Injection mode-split detector F ID (Field ion desorption). (f)Identification of compounds – retention time and by GC-MS using a Finnigan Mat ITD 800 with a 25m x 0.32mm i.d. fused-silica capillary column coated with SE 52. (g)Column temperature 60-2400C at 30C/min. (h)Ionizing voltage 70eV Organic acid content was determined in Irvingia seed and the ferment from which Kuwing oil was extracted, by Gas chromatography – Mass Spectrometry, Bengtsson and Lehotay method (1996) with some modification. 1g of sample was pulverized with 1ml of distilled water, acidified with 1ml 1M HCl to a pH of about 1.0, saturated with NaCl, then extracted with 3ml of ethyl acetate and 3ml of diethyl ether. The organic phases were combined and evaporated to dryness under nitrogen. The sample was derivatised with 0.100ml of BSTFA-TMCS at 650C for 10 min, diluted with 0.400ml of hexane/ethyl acetate (50% v/v) and 1  µ1 was injected into the GC-MS and analysed. Gas chromatographic, mass spectral and data analysis on Carlo Erba gas chromatograh 5160 Mega Series, equipped with a Shimadzu data Processor C-R3A: Sample was analysed by GC-MS by injecting 1 u1 of the sample in spliteless mode onto an open tubular glass capillary column 25m x 0.32mm i.d coated with SE 52, and the injector was k ept at 2500C. The carrier gas was hydrogen, with a flow-rate of 1ml/min. The GC oven was held at 900C for 4min, then raised at 80C/min. The peaks were identified by reference to a mass spectral library. Essential/ volatile oils present in irvingia seeds and kuwing oil were identified using Giovanni Dugo and AnthonellVerzera (1993) method. In this method, fat extract was obtained from 10g of sample with petroleum ether. The sample of oil was prepared for gas-liquid chromatography on a Carlo Erba gas chromatograph 5160 mega series column 25m x 0.32mm i-d, 600C at 30C/min and hydrogen carrier gas 10g of sample was extracted with 100ml of petroleum ether (60-800C) by soxhlet extraction. Petroleum ether was distilled to afford an oily fraction prepared for gas-liquid chromatography analysis. GC-MC analysis of Volatiles: The volatile fraction were collected by steam distillation and the volatiles were extracted thoroughly into methylene dichloride and concentrated. The concentrated volatiles were separated by gas-liquid chromatography on a Carlo Erba gas chromatograh 5160 Mega series, equipped with a shimadzu data processor C-R3A under the following experimental conditions: i.Glass capillary column 25m x 0.32mm i.d. coated with SE 52. ii.Column temperature 600C to 1000C at 30C/min. iii.Injector and detector temperature 2800C iv.Carrier gas0hydrogen about 0.40kgcm-2 v.Injection mode-split detector field ion desorption (FID). vi.Identification compounds – retention time and by GC-MC using a Finnigam Mat ITD 800 with a 25mm x 0.32mm i.d. fused-silica capillary column coated with SE 52. vii.Column temperature 60-2500C at 30C/min viii.Ionizing voltage 70eV. Relative amounts of detected compounds were calculated based on GC peaks. Volatiles Identification in Kuwing Oil Essential oils constituents of Kuwing oil identified against standards 1. ÃŽ ± -Pinene 2. à ¯Ã‚ Ã‚ ¢-Pinene 3. Camphene 4. Carene 5. ÃŽ ±-Terpinene 6. p-Cymene + Limonene 7. Trans-à ¯Ã‚ Ã‚ ¢-Ocimene 8. Y-terpinene 9. Octanol 10.Terpinolene 11. Trans-Sarbine hydrate 12. Nonanal 13. Cis-Limonene Oxide 14. Trans-limonene Oxide 15. Isopulegol 16. Citronellal 17. Borneol 18. ÃŽ ±-Terpinol 19. Decanal 20. Nerola + Citronellol 21. Neral 22. Piperitone 23. Linalyl acetate 24. Geranial 25. Perillaldehyde 26. Undecanal 27. Nonyla acetate 28. ÃŽ ±-ester 29. ÃŽ ±-Terpernyl acetate 30. Citronellyl acetate 31. Neryl acetate 32. Heranyl acetate 33. à ¯Ã‚ Ã‚ ¢-Caryophyllene 34. Trans-à ¯Ã‚ Ã‚ ¢-Bergamotene 35. à ¯Ã‚ Ã‚ ¢-Humulene 36. à ¯Ã‚ Ã‚ ¢-Sabtalene 37. Aldehydic ester 38. Germacrene-D 39. Germacrane-B 40. Germacrane-D 41. à ¯Ã‚ Ã‚ ¢-Bisobolene 42. à ¯Ã‚ Ã‚ ¢-Sesquiphellandrene 43. Trans-ÃŽ ±-Nerolidol 44. Cis, trans-Fernesol 45. NootKatone DISCUSSION AND CONCLUSION Gas-liquid chromatography estimation of fatty acids in Irvingiagabonensis seed and the ferment is shown in Table 1. Six fatty acid fractions were identified in the ferment and five in Irvingia seed. Oleic, linoleic, stearic,lauric and behenic acids were identified in the ferment. Linoleic acid was the most abundant fatty acid inIrvingia seed and ferment. The level of oleic acid was very low both in the ferment and Irvingia seed. Processing had little or no effect on its level. Stearic acid level in Irvingia seed was very low. However, processing increased its level significantly in the ferment. The levels of stearic, lauric and behenic acids were also increased in the ferment. The decreases in linoleic acid in the ferment is very revealing. Linoleic acid can be oxidatively degraded to C6 aldehydes, alcohols and their esters. These C6 compounds play significant roles in essential oils development (Kobayashi et al., 1994). This type of degradation might be the cause of decrease in leve l of linolenic acid from 80% total lipid in Irvingia seed to about 52% total lipid in the ferment. There were good levels of stearic acid, behenic acid (a seed triglyceride) and mystiric acid in the ferment. Mystiric acid was not detected in Irvingia seed but was detected in good proportion in the ferment. McBurneyetal. 1990) reported that microbial fermentation of starch results in the production of some fatty acids, depending on the chemical composition of the starch. This could explain the appearance of mystiric acid in the ferment which was hitherto absent in Irvingiagabonensis seed. The high level of mystiric acid in the ferment could have been due to microbial enzyme hydrolysis of starches in Irvingiagabonensis seed, and subsequent degradation to aldehydes, alcohols etc. Table 2 shows organic acid content of Irvingia seed and the ferment. Organic acids influenced pH that determines microbial growth and serve as preservatives. They influence the formation, type and rate of thermally produced flavour (Maga, 1994). These acids could have been produced from the non-total oxidation of sugars, as well as the deamination of amino acids, ascorbic acid and polyphenolic acids. Formation of volatiles in food can also be attributed to enzymic biosynthesis. The cell rupturing which took place during maceration of irvingiaseeds, could have caused enzymes and precursors of essential oils to come in contact with one another. Bacterial growth suppression and primary metabolism can trigger biosynthesis of secondary metabolites in cell cultures ( Prahba et al., 1990). This agrees with bacterial growth suppression in controlled fermentation of the irvingia seed mash in itughaproduction( Ekpe,O.O.2009).Some of the Organic acids identified in the fresh seeds were lost in the ferment e.g. Malic acid in the seed 6.28% decreased to 0.11% in the ferment, Citric acid in the seed 16.0% to 2% in the ferment and Oxalic acid 6.6% seed to 2% ferment while fatty acid like Linoleic acid decreased from 80% in the seed to 52% in the ferment. Autolysis consisting of plasmolysis followed by proteolysis usually require up to 24 hours of temperatures above 45o c. Plasmolysis can be initiated by different treatments including hot air drying( Saeki et al., 1989). This is in consonant with the observation that volatiles of kuwing oil were formed not less than 24 hours of hot air drying of the irvingia ferment. Each autolysate is known to have its own distinctive taste and odour(Lieske and Konrad, 1994). Fig.1 shows constituent of kuwingoil (essential oil) revealing the presence of Terpenes like Citronellal, Limonene, Terpinolene, ÃŽ ±-Terpinene and isoprenoids among others.The extraction and synthesis of terpenes is the basis of the perfumery industry. They find a variety of uses in the food and pharmaceutical industry as flavor and odour improver. Citronellal is known to have insect repellant properties and research show its high repellant effectiveness against mosquitoes and strong antifungal qualities(Jeong-Kyu KIM et al.,2005; Kazuhiko NAKAHARA et al.,2003; Solomons, T.W.G 2006). ÃŽ ±-Pinene, camphene, ÃŽ ´3-carene, Trans-ÃŽ ²-ocimene, Y-terpinene, octanol, cis-Limonene oxide, Neral and Perillaldehyde constitute 75% of the oil Odourlessirvingiagabonensis seed, macerated and fermentedover six days producedKuwing oil on exposure to temperatures above 45 degrees celcius. This oil was obtained by compressing, extracting, or distilling off heat sensitive volatiles from crushed and fermented irvingiagabonensis seedsSince essential oils often have odour and are therefore used in food flavouring/ perfumery, kuwing oil can qualify as of perfume quality oil which should be included among oils found in health foods(Wiley Dictionary of Flavours). When extracted for this purpose, extremely low pressure and low heat distillation is recommended( Wikipedia).On analyses for essential oils constituents, 75% of these constituents are established essential oil constituents used in industries. And 45% of these find application in perfumery and aromatory industries. Others have been known to have antimicrobial and antifungal activity e.g.ÃŽ ±-pinene, camphene, careen, octanol, Limonene, Neral, Citronellal etc. It is expedient t hen to list kuwing oil from irvingiagabonensis seed as an essential oil.

Violence Within The Great Gatsby :: essays research papers

Themes of violence and carelessness are found throughout the text of The Great Gatsby. A violent act is portrayed in every chapter of the novel but one; often, the episodes are the products of passion, but they are also frequently due to carelessness. Myrtle Wilson’s tragic death perfectly embodies the sort of negligence, passion, and power that hangs about calamity throughout the novel. The driver, Daisy, appears suddenly, kills Myrtle, and leaves suddenly, without taking responsibility for damage done. "The ‘death car,’ as the newspapers called it, didn’t stop; it came out of the gathering darkness, wavered tragically for a moment and then disappeared around the next bend" (Fitzgerald 144). The accident that killed Myrtle Wilson was a senseless and reckless act- the result of frayed nerves and a distracted mind. Daisy did not watch out- nor did she stop, investigate, or try to explain herself. The fact that her confession could have saved Gatsb y’s life is infuriating and typical of the character. This idea of carelessness seems common to women within the novel; Jordan Baker is another classic example of violence by negligence. She is breezy, carefree, and completely irresponsible, a striking impression made crystal clear in every situation, most notably when discussing her driving. When Nick scolds that she is a rotten driver, and that she should be careful, her blithe excuse for her negligence is that, "Well, other people are" (Fitzgerald 63). This flippant answer is an accurate glimpse into Jordan’s nature. Jordan Baker’s reckless abandon is just one example of the careless natures that contribute to violence within the novel. This thread of irresponsibility permeates throughout the novel. Tom and Daisy themselves are, in the end, deemed to be careless and dangerous. As Nick says, "They were careless people, Tom and Daisy- they smashed up things and creatures and then retreated back i nto their money or their vast carelessness or whatever it was that kept them together, and let other people clean up the mess they had made†¦" (Fitzgerald 188).

The Illustration Style of Garth Williams :: Biography Biographies Essays

The Illustration Style of Garth Williams Several Laura Ingalls Wilder books were illustrated by Garth Williams. Williams was born in 1912 and died only a few year ago in 1996. During his lifetime he has illustrated more than sixty books for many well-known authors of children's books. He has also written and illustrated a few of his own books. In the following paragraphs you will read about the difference styles Williams used in Little House on the Prarie, by Lara Ingalls Wilder and Charlottes Web, E. B. White. Williams's style of illustration is simple with great attention to details that are not written out in the texts that the picture belongs to. He uses basic black graphite or charcoal to make his drawings for Wilder and for Charlotte's Web by E.B. White as well. In Wilder's, Little House on the Prairie, Williams illustrated an important event that contributes to a change, confrontation or celebration for the family. In the first few pages of the story Williams illustrated the dramatic good-byes the family receives from relatives and friends. Williams shows you a little bit of everything that is going on in the beginning in preparation for a long wagon trip. In the picture, the reader sees Pa and other men getting the horses ready to hitch to the wagon, as well as the families belongings packed in the wagon. One can also see by the lights and darks of the picture that it is still semi dark outside and probably fairly early in the morning. One can tell this by the glow of the lanterns that a few people are holding. Beyond the drawing of the wagon the readers is not able to see any facial expressions in this picture, but only their profiles of the people. In comparison to Charlotte's Web, many techniques are shared. The graphite or charcoal drawings are simple yet well detailed. A difference in the style of illustration in Charlotte's Web is that Williams has made the main focus of the pictures the facial features and expressions. If one were to look on page two of Charlotte's Web, when Fern is trying to stop her father from killing the baby pig, the reader can see that Pa is quite shocked by his daughters reaction to the killing of a new born animal. Williams adds a little more to the story than just what is written in the text.

Perspectivism and Truth in Nietzsche’s Philosophy: A Critical Look at

Perspectivism and Truth in Nietzsche’s Philosophy: A Critical Look at the Apparent Contradiction â€Å"There are no truths,† states one. â€Å"Well, if so, then is your statement true?† asks another. This statement and following question go a long way in demonstrating the crucial problem that any investigator of Nietzsche’s conceptions of perspectivism and truth encounters. How can one who believes that one’s conception of truth depends on the perspective from which one writes (as Nietzsche seems to believe) also posit anything resembling a universal truth (as Nietzsche seems to present the will to power, eternal recurrence, and the ÃÅ"bermensch)? Given this idea that there is no truth outside of a perspective, a transcendent truth, how can a philosopher make any claims at all which are valid outside his personal perspective? This is the question that Maudemarie Clark declares Nietzsche commentators from Heidegger and Kaufmann to Derrida and even herself have been trying to answer. The sheer amount of material that has been written a nd continues to be written on this conundrum demonstrates that this question will not be satisfactorily resolved here, but I will try to show that a resolution can be found. And this resolution need not sacrifice Nietzsche’s idea of perspectivism for finding some â€Å"truth† in his philosophy, or vice versa. One, however, ought to look at Nietzsche’s philosophical â€Å"truths† not in a metaphysical manner but as, when taken collectively, the best way to live one’s life in the absence of an absolute truth. By looking at one of Nietzsche’s specific postulations of perspectivism, we can get a better idea of precisely how this term applies to his philosophy and how it relates to the â€Å"tru... ...’s lack of a direct response to this apparent contradiction ensures that this matter will continue to be hotly debated well into the future. For this seemingly simple contradiction of positing truths when one has denied all absolute truths, Nietzsche gives a very complex and personal answer. Bibliography PRIMARY TEXTS Friedrich Nietzsche, Beyond Good and Evil, trans. R. J. Hollingdale (London: Penguin Books, 1990). Friedrich Nietzsche, The Will to Power, trans. Walter Kaufmann and R. J. Hollingdale, ed. Walter Kaufmann (New York: Random House, 1967). SECONDARY TEXTS Clark, Maudemarie, Nietzsche on Truth and Philosophy (Cambridge: Cambridge University Press, 1990). Solomon, Robert C., ‘Nietzsche ad hominem: Perspectivism, personality, and ressentiment,' in The Cambridge Companion to Nietzsche (Cambridge: Cambridge University Press, 1996), 180-222.

Mountain man brewing company case study solutions Essay

Radico Khaitan’s young and enthusiastic sales force services retail outlets across the country, understanding requirements and fulfilling them, thereby developing enduring relationships. The Sales team comprises professionals with vast domain expertise, years of experience in the liquor industry and a deep understanding of varied markets. Support Services The MIS & IT Department leverages technology to help Radico Khaitan gain a competitive edge. Radico Khaitan was among the first companies in the liquor industry to implement Enterprise Resource Planning (ERP), using SAP, to streamline processes, optimize workflow management, manage inventories and reduce costs. The ready availability of reporting information has facilitated more efficient decision-making and improved customer management. Accounts & Finance Services Radico Khaitan Ltd has been continuously showing growth over previous years and registering healthy profits. This has been made possible through the steps taken by the Finance department like bringing down the cost of borrowings substantially.The Efforts of the finance department has made Radico one of the best prospects for timely repayment of debts and providing the highest safety of funds for lenders. The department also has excellent financial management with strong fundamentals in the short and medium term. Marketing Services In the short span of time, Radico Khaitan has been able to make the transition from being a manufacturer of Extra Neutral Alcohol to being a company with a portfolio of hugely successful brands. Our understanding of market demands and ability to satisfy consumer needs has been responsible for this. Consistently superior quality, a wide range of products, innovative packaging, pricing to suit all pockets, a nation-wide distribution network that covers 95% of retail points, clubs and bars in the country, effective advertising, and popular events and promotions. Other Products & Services Enterprise Resource Planning(ERP) Services 2. Objectives To understand the problems faced by the company before implementation of ERP and the process of ERP system implementation. In addition to this, analysis of the present ERP and suggestion of some improvements. 3. Methodology We would study the different processes in the company and then we will study the problems faced by company before implementing ERP. Prepare the questionnaire to collect data from the company and study the solutions given by the SAP consultant. 3.1.Need For ERP Improve alignment of strategies and operations Improve productivity and insight. Reduce costs through increased flexibility. Support changing industry requirements – Take advantage of the SAP Web-based technology to integrate your end-to-end processes seamlessly. Improve financial management and corporate governance – Gain deep visibility into with financial and management accounting functionality combined with business analytics. Gain higher ROI faster – Install SAP ERP using rapid-implementation techniques that cost less than half what traditional approaches cost. Provide immediate access to enterprise information – Give employees new ways to access the enterprise information required for their daily activities.

1984 Expository Essay Essay

The Book 1984 was written by George Orwell shortly after W.W.II. The book really shows us what would happen if the government gets too powerful. The world of 1984 is so organize that it has many high technologies to keep people on line or more importantly is to control. However, our world is much more different, we have our own individualism, freedom, and power. First of all, our world is much more different than the world of 1984, because we have our own individualism. In the world of 1984 is much more different than that. You have no individualism, everything you do is been monitor by the telescreen, which is everywhere in the world of 1984. It picks up every movement and sound where it is placed. So when Winston, the main character in the story, writing the diary, he have to hide from the telescreen, because in the world of 1984 writing a diary is a crime. On the other hand, our world is much more different. We can do almost whatever we want, like written diary or go to sleep, without scare to get caught or being monitor. Moreover, our world is much more different than the world of 1984, because we have our own freedom. This world you can have freedom of almost anything. You can speak or learn whatever language you want, practice your religion, and write whatever you want. But in the world of 1984, the country had developed its own language called Newspeak. See more: Recruitment and selection process essay It was unique in the sense that, while other languages helped increase communication, it was formed to decrease it. The language lost words pretty regularly to reduce the amount of brain activity, making communication more limited. When you can worship anything or anyone you want, exercise in your own time or you don’t have to, and love anyone you want. But, in the world of 1984, everything is much more different. You cannot love or worship anything you want; all you need is Big Brother, who is the leader of the Party and also the one that control you.

Hills like White Elephants Essay

â€Å"Hills like White Elephants† is a very short story by Ernest Hemingway telling of the conversation between a man and a woman regarding the pregnancy of the woman. The point of view or the voice employed in the short story is a third person point of view where there is a narrator separate from the main characters in the story. This point of view or voice is very effective in the story because such requires that the narrator is a distant observer so as not to intercede in the intimacy of the conversation between the two characters. This is effectively achieved because both characters, albeit having a choppy and seemingly disjointed conversation, reconcile in their views at certain points which totally disregards the need for the intrusion of a material narrator who is necessarily part of the story or one of the characters. The story is set in a bar in a train station where the couple waits before bounding the train. Such a setting allows exploration of the other, more important elements of the story, which serve as potent symbols for the central theme of abortion, so for instance, in the lines, â€Å"â€Å"The hills across the valley of the Ebro were long and white.† (Hemingway); and the lines where the girl continues to describe the barren landscape, â€Å"They look like white elephants†. (Hemingway), the setting where both couples are offer an unobstructed view of these hills, which, in the story, are used to imply the perception of the female protagonist who is struggling with a pregnancy that is unwanted by her partner, the male protagonist. So, in effect, these lines, while illustrating the view from the train station offers the female’s perspective of the pregnancy as something that is not supported by her partner, hence the almost indifferent description of the scenery. The bar setting also works well in infusing the tale with symbolic meanings, for instance, when the girl says, â€Å"â€Å"Everything tastes like licorice. Especially the things you’ve waited so long for, like absinthe. † (Hemingway) she is actually referring to the pregnancy, which, perhaps, she had wanted for so long, but was not supported by her partner. So, in effect, this line would not have been as effective had it been said in the bedroom or an office, so the setting works quite effectively in making the symbols more adequate for the central theme. The characters in the story, Jig, the female, and her male partner are in a situation where they are arguing whether to have the baby that Jig was currently pregnant with. The ways the characters are characterized in the story contribute a lot to how the story turns out to be. The female, protagonist, who is initially adamant about having the baby later shows some evidence of softening up because perhaps of her love for her partner and the desire to make things right again, hence, the lines, â€Å"â€Å"But if I do it, then it will be nice again if I say things are like white elephants, and you’ll like it?† (Hemingway) where the girl seems to be testing the reaction of the male character to whatever decision she makes. The male character, on the other hand is quite insistent that his mate get an abortion, and as is quite clear in the conversations, does not seem to care about what his partner feels. This indifference of the male character is very clear in the rapidly successive dialogue in the lines, â€Å"†I said we could have everything. /We can have everything. /No, we can’t.  /We can have the whole world. /No, we can’t. /We can go everywhere. /No, we can’t. It isn’t ours any more. /It’s ours. /No, it isn’t. And once they take it away, you never get it back. † (Hemingway) Here, it is quite clear that the male character seems to be avoiding the matter presented by the male character and his responses are all in the negative because he seems to be focused on one objective and one goal alone which is to have the baby being carried by the female character aborted. In this particular story the dynamics between the setting, the characters, and the point of view all work together in support of the central theme. Such a story succeeds in conveying the desired emotions to the reader while at the same time paying much attention to conventions and literary standards, hence, making the story very successful in its execution.

George and Martha’s Essay

The very title of Edward Albee’s ‘Who’s afraid of Virginia Woolf? ‘ has immediate connotations as to the relationship between the two main characters of the play, George and Martha. The well known nursery rhyme in fact goes, ‘Who’s afraid of the big bad wolf? ‘ As we find out in further reading of the play, the ‘big bad wolf’ is obviously supposed to be seen as Martha, and the victim is George, her long suffering husband. However, in hindsight, both characters suffer just as much as each other. The title of Act one is ‘Fun and Games. ‘ This proves to be slightly ironic as the games Martha and George play, mind and verbal matches, do not seem at all fun, but appear as more of a power struggle. Apparent simple requests from Martha become games for both her and Martha to play. Martha says, ‘Why don’t you want to kiss me? ‘ whereupon George replies, ‘Well, dear, if I kissed you I’d get all excited†¦ ‘ As one critic of the play wrote, ‘They (George and Martha) club each other on the head with gleeful scorn and leave huge patches of scorched earth. ‘ Emotions from both George and Martha become integrated into an ongoing power struggle, and Martha dwells in George’s anger as she likes to see the stirred up effect she has on him. As the night wears on, more alcohol is consumed and the clearer it becomes that it is not blood running through Martha and Georges’ veins, but booze, spite, nicotine and fear. When Martha first rants about a Bette Davis film that she quotes from, ‘Hey, where’s that from? ‘What a dump,† it seems that George almost ignores her. Marthat ahs already appeared as the stronger character in the play, but in retrospect, she relies an George for a great many things, such as the name of the film that Bette Davis was in, and the name of the professor coming to have drinks. Both characters appear to totally confront one another. Martha, according to George, ‘brays,’ and George shows a passive display of apathy. However, this is not merely strength versus weakness due to Martha’s obvious reliance on George. In Martha and George’s relationship, Martha firstly behaves like a mother towards George, saying, ‘ C’mon over here and give Mommy a big sloppy kiss. ‘ She then acts more childlike, with (imitating a child), ‘I’m firsty. ‘ It is as though Martha cannot decide as to whether she is the controlling mother or the child who needs protecting in their relationship. The action of this Act takes place in George and Martha’s cosy yet cluttered home. In an outline, Martha is furious that George, an academic, hasn’t advanced at the college where her father is President, that is, George hasn’t become President himself. The fact that George didn’t even fight during the War, but stayed in the History Department at the college, makes George and Martha doubt his manhood all the more. In a sense, George almost feels below Martha’s father. Understandably so, as Martha calls him a ‘flop’ and continues to praise her father. George and Nicks (the slightly self contained younger guest) chosen departments in the college are again an example of total contrast in the play. George appears to be bogged down in his department and not going anywhere academically or in his career. He is almost a relic of the past himself. Nick, however, is at the forefront of new discoveries and is also young, handsome and extremely successful. This is the type of man whom Martha initially wanted to marry, yet the type of man to whom George could not fit the bill. George is therefore understandable threatened by Nick and his young, ‘liberal’ way of thinking. George pretends to shoot Martha in another of their ‘games’, but this is almost the opposite to the restrained George we are used to seeing. Laughter and arguments between the characters of Martha and George demonstrate to us the dialectic of love and hate in Act one. When Martha demands a kiss from George, a display of affection to his own wife, George knocks it back and rejects her. The fluctuation in their relationship demonstrates that hating each other hasn’t precluded form simultaneously loving and needing one another. Illusion appears to be a very important part of the play. George and Martha both had an illusion of what life would be like when they got married; they saw George becoming president of the college and living a happy married life under its roof. Clearly this did not happen, and both feel somewhat bitter for it. Honey and Nick also appear almost as an illusion of a happy marriage, so it seems. They seem to slip into the background in that they both pretend not to notice George and Martha’s arguments and laugh at things that they don’t particularly find funny. Another example of an illusion is that of Martha’s and George’s apparent son. Martha is always very keen to talk of him whereas George is not so, almost closing down the subject. We never actually see the son in Act One and there is even confusion between the two as to when his birthday is. The supposed perfection of the boy, blonde hair and blue eyes, and the fact that George refers states, ‘Don’t bring up the bit about the boy,’ depersonalises and deludes his actual existence. This is obviously a particularly sore point of conversation between George and Martha, as it results in a number of heated arguments. Martha and George constantly hurl abusive and hurtful words at each other, as though throwing knives. In striking out at those closest to them, that is each other, they represent the typical dysfunctional couple. However, in doing so the romantic notion of love keeps their relationship almost together. Both saw each other as the way to a new, ‘perfect’ way of life yet the fantasy was not fulfilled, and in verbally abusing each other, they take the blame from themselves and place it on each other. Albee has captured perfectly the way two completely different people can come together and the dramatic consequences it can have on each other, not always in bringing out the negative.

Bremont Watches Introduction

The good thing for luxury product is that they generally faced very less competition as there are not so many companies who produces the same luxury products and try to allure the customers. But still the competitors required to be managed at very large scale. In case of watches the number companies who produce luxury watches are comparatively high (Sarvary, 2006). Here the competition analysis has been done for Bremont watches. Further, the positioning and segmentation had also done in an appropriate manner. This report provided the clear overview about the competition level within the industry and its impact on the positioning of Bremont watches. Company overview The cited organization is active in the business of manufacturing the luxury watches and has created its huge reputation with respect to dealing with upper section of the society. The major factor which determines their success is their collaboration and dedication to some of the leading companys active in various other industries. The company commenced its business year 2002 in England and till now they have developed their business like anything. They are growing their business immensely and more that they grow of trust of customers enormously. The success of the company could be measured by the fact that they have captured a huge market share in just a span of 13 years. The overview of Bremont watches couldnt be finished without describing its most innovative and unique brand in the history of watches (Schiffman and Kanuk, 2010). It is to acknowledge that the brand has set all the parameters since its inception when they start a journey from Thames England. Trip Tick case design i s the technology which is used by Bremont watches. Use of genuine steel and crystal is something which provides the strong base of the companys product range. The tag line of the company is trusted beyond endurance could be realized within their technological development within their products. The main aim of the company is to deliver maximum value to the customers and ensuring the high level of luxury, style and elegance within the product range. Competitors/Competitive advantages/ USP The list of competitive advantage for the Bremont watches is very huge. The USPs for brand is completely amazing and inspiring as they have set all the benchmarks which helped them in creating their distinctive identity and becoming the most valuable brand. The major USP is that the Bremont watches are highly COSC certified and it just increases the reliability. Another competitive advantage factor is related to their exceptional range of products. They manufactured pilots watches and other watches which are suitable for mountaineers, people who dive or remain in water for a longer period of time, celebrities, etc. the range of products is very immense and it just increases their market ratio as well. Further, the USP is that company produces the products which are handmade and these watches are just limited editions. EP 120 is very fine example where a company sets the standards and increases their sales ratio at very large scale (Schultz, Tannenbaum and Allison, 1996). Further, the USP is that Bremont watches have created their international collaboration and tie ups with other renowned brands, Martin Baker, Jaguar and Norton are some of the greatest brands which are associated with Bremont watches and indicates towards the level of luxury status of the cited brand. It is a USP for the company that they have emerged as one of the leading watch manufacturing brand in the entire UK or in the British history. The partnership with Jaguar provides the new height of success of to watch manufacturers and enable them to increase their competitive advantage. The design of watches is also attractive which creates their distinctive identity as compare to its competitors. There are various other innovative approaches which also increase the competitive advantage of the mentioned business entity (Sharp, 1991). The company has a competitive edge in investing into their business and most importantly the business entity increase their expertise as well. The technological adv ancement of the company is also allowing them to put positive impression at the mindset of customers. The company believes that the main component of being a luxury brand is introducing the pioneer technology and giving the strong edge to the products. The industry standards have been followed by the company which also corroborates towards the highest level of competitiveness. Further, the brand endorsements have also done in an appropriate manner by the company. In order to increase the unique features of the product and to outrun the competitors the company have got into tie ups not only with other companies, but also they have their association with celebrities as well (Vieceli And Valos, 2000). It also increases their competitive advantage and can definitely put positive impact at the buying decision of the consumers. The material which company used is something which enables them to get the support and appreciation of industry experts and authority bodies. The raw material used for watches is completely fine and is of superior quality. Thus, on the basis of above discussion two major factors that could be treated USP are the strategic alliance and innovation. The strategic alliance is now a days very much significant to survive or to outrun the competitors. Ahead innovation is something which is essential element to become the luxury brands. Thus it becomes clear that the company has developed its edge on the ground of legal aspects as well. All the industry standards have been followed and different layer technology has used by the mentioned organization. The list of competitors for the company is Tag Heuer, Swatch, Rolex and other Swiss international watch brands. The Bremont watches have to face the intense competition in their industry. These international brands have also created their huge market and distinctive identity (Wang and Tang, 2003). These brands have a niche market and can capture the market share of Bremont watches if they dont follow the continuous improvement and innovation within their products . Even the competitors have got the leverage of excellent customer loyalty and it just allows them to improve their market share and profitability. Further the competitive analysis state that this situation creates the intense competition within the industry. Overall the Bremont watches have to utilize their USPs in proper manner and there is need of bringing the strategic alliances so that the brand awareness could be created and most importantly the brand value could also reach at high level. Segmentation After gaining the important knowledge about the competitive advantage for the cited organization, there is a huge requirement of gaining the proper understanding about their segmentation process. It is clear that the company is focusing upon the people who can afford the luxurious products and can purchase their items. The company is focusing upon segmenting the people in different basis and even they are clear with their market, but still they have followed the very common principle related to the segmentation. It is something which is very much crucial for any organization. The company has segmented its market on the three basis one is demographic segmentation, second is the geographical segmentation and at least the company has focused upon the psychographic segmentation (Yelkur and Herbig, 1996). All these kind of segmentation basis has their own criterias which could enable an organization to understand their market and the strategies could be developed accordingly. The demographic segmentation is the one in which company segments the market on the basis of income and age group. The company has identified the higher income group people and has definitely lead towards higher profits. The people who have handsome income opportunities can afford the Bremont watches and the company is also focusing upon those people. Ahead in demographic segmentation the major categorization has been done on the ground of age group as well. The people who fall in the middle age group are mostly targeting people for the company. They are the one who is actually attractive towards the luxury watches and the company definitely attracts them in a successful manner. Thus, in the demographic segmentation the higher income people and middle age people have been segmented. Further the occupational level the executive, business class, pilots and people who got interested in some sort of adventurous works they are the part of companys segmentation. Further company produced pr oduct for men and the gender basis segmentation is also dependent upon male customers (Fuchs and Diamantopoulos, 2010). Thus, it is a complete description about the demographic segmentation related to Bremont watches. On the basis of Geographical location the places which are economically sound the population is having a good industrial development ratio are the part of segmented areas of Bremont watches. Here the segmentation has been done on the regional basis. Only the developed economies have been segmented for providing the products. Japan, Spain, UK, etc. these are certain regions where the company is selling their products and good profit margins as well. Here at these places the company good impact on the customers and is able to attract more customers. Geographically the segmentation has been done with respect to business development as well. The class of people and their economic stability, per capita income and status also become part of segmentation with relevance to any region or area. It is something which is positive for the company and is generating a high level of business for them (Donnelly and Harrison, 2009). At last the psychographic segmentation is also quite good in terms of segmenting the market. It is the most common basis of segmentation on the ground of luxurious products. In order to increase the sales ratio of luxurious brands the psychographic segmentation should gain huge priority. As mentioned above that status quo is the basis of buying the luxurious products so it is a basis of psychographic segmentation. It is to acknowledge that the brand has divided the people on the basis of their influence and incline towards the luxury brands and watches. The limited edition watches are the example of such segmentation. Company segments the people on the basis of their habits as well. Some people have a habit to collect the limited edition watches so company segments the market as per the habitual basis. It is something which is highly positive for the company. Thus, in case of luxurious products the habitual customers, status quo and people who want to feel self actualization and full satisfaction should be the basis of psychographic segmentation and Bremont watches have also shown their adherence towards the same factor (Banerjee and Dholakia, 2012). Therefore, above the description of company segmentation strategies have been depicted and it shows that company is clear with their market segment and prepare the product line accordingly. Segmented customer profile for Bremont watches include male category and people who lie in the age 25 above as they people can afford the watches of a cited organization and they have a good reputation in their work. Income range is also high and they lay into the category of premium class customers. Further the regional segmentation includes the big and economically stable cities all around the globe. The people who believe in maintaining the status quo, and these brands have become their identity, thus it just becomes the suitable to focus on the upper section of society. Therefore, these kinds of people have fall into the segmentation category. Targeting Targeting is moreover dependent upon the segmentation process. Once the company is clear with their segments which they need to follow or target, then the targeting strategy could be developed in easiest way. Here the targeting has been done in a niche market. The company is not going here and there to find the customers. They have set mindset which allows them to focus on a particular range of customers (-Marsden, 2002). However the company has different plans for their different products. In case of increasing the sales ratio with respect to the proper segmentation the campaigning of Bremont watches is quite attractive. With the help of niche marketing they never get distracted through their main goals and objectives and it is something which allows them to get success. As they have luxury brands so they just try to maintain the niche market and follow the regular customers. In the case of luxurious brands the customer retention and customer loyalty is the major factor which revolv es around the targeting strategy. Here the entire focus is set on retaining the employees so that customer loyalty could be increased (Mcleod, 2007). For the purpose of new customer acquisition the company produced or manufactured different kind of products and they try to retain them until and unless they have not been reached at the stage of customer loyalty. The satisfaction is not guaranteed as the customers are highly elegant and deliver an excellent product to its customers. It can definitely create tough competition. Other luxurious brands also target the same category of market and it is essential to prepare concrete niche marketing strategies. The competitors of Bremont watches have their strong association with customers and have maximum reach as compare to the cited organization. Therefore, it is clear that the company is doing well and the strong combination of targeting and segmenting is allowing them to increase their brand value in a very short period of time. Positioning The company has positioned itself in well organized and proper manner. They are highly effective in gaining the attention of customers. Not only the customers; the company has attracted various brands as well, so that it facilitate them to improve their brand name. Associating with apex brands in the automobile industry like Jaguar is one kind of positioning status, which facilitates to increase the profitability and generating more business (Schaefer, 2011). In order to attract the customers, the company has positioned themselves at all the media platforms. The YouTube is the best source to get knowledge about history and other product details. Further other social media websites also register the presence of Bremont watches and it also allowed them to position themselves in an appropriate manner. It is to acknowledge that the Bremont watches now have become major brand and people have started to follow the brand. Through celebrity endorsements the company is in a position to attrac t an upper section of the society and has positioned the product as a status symbol (Goller, Hogg and Kalafatis, 2002). It is most crucial element of company positioning strategies that the brands have successfully created the brand value for status symbol and wearing the watches of Bremont company has become a fashion trend. They never compromise with the quality of product and always ensure the quality check for the purpose of maintaining the excellence and market leadership in a British region or other geographical areas where the company is having its operations. The chronometer, code breaker, EP 120, etc. these are certain limited edition brands which have also improved the positioning strategies for the company. To improve the positioning the brand has successfully brought a transformation in various forms. They have introduced some elegant wall clocks with painting within itself and it just gives a new edge to their business and helps in creating the distinctive identity (Cla rke and Freytag, 2008). Conclusion Thus, on the basis of above study it could be stated that the company has understood their market and their vision was clear from the very beginning. They were focused on the innovative business approach and manufactured the watches for a special purpose. First, they target the pilots and aircraft related business and manufactured elegant watches for them and then switch to wide market but still maintain the luxury and style. Their segmentation was proper which support the targeting as well as positioning strategies. However, the level of competition is immense and other luxurious watch brands have catered the major chunk of the market. ReferencesBanerjee, S. and Dholakia, R., 2012. Location-based mobile advertisements and gender targeting. 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