Marketing Opportunities

Company Profile BBQfun is one of Queensland's specialty retailers. The BBQfun brand is synonymous with barbeque retailing and is built on the strong foundation of selling barbeques and outdoor lifestyle itmes to Queensland consumers since 2009. BBQfun’s product range is primarily focussed on barbeques and outdoor lifestyle products, incorporating both local and important goods. BBQfun operates two store in Queensland, one in Brisbane and one at the Gold Coast. BBQfun provides to customer great value products, excellent customer service, continuously improvement and innovation and is trusted by more than 10,000 customers in Queensland.Situation analysis The retail market changed over the last few years, it became more competitive than ever before. Therefore consumer buying patters changed as well. BBQfun increased they market share until 2010 steadily to $10m. Since 2010, sales dropped dramatically because of changes in the retail market, technology and changed consumer behavio r. BBQfun has moderate pricing, extensive and high-quality product range, excellent customer service and offer three year product guarantees as only one in the market.BBQfun has identify the basic market need is for quality, fashionable and unique outdoor lifestyle items. Market characteristics Queensland has a population growth of 5% (2. 5% in 2012 ABS) annual. New homes buyer and renovated houses growing steadily from a base of 50,000 per year. Unfortunately the low unemployment rate of 4,7% grow to 5. 4% in 2012 in Queensland. Therefore Queensland has now the second highest rate in Australia. BBQfun is targeting the geographic area of Brisbane with a total population of 2m people and also the direct area with a radius of 30km around the store.The aimed total targeted population is estimated at 450,000 people. Typical customer are males and females, age between 20 and 50 years. Amongst them is a high number of young professionals who working in the CBD of Brisbane and having compl eted under-graduated or post-graduated studies. The average disposable income is over $70k. Market needs BBQfun has identify the basic market need is for quality, fashionable and unique outdoor lifestlye items. Customer requirements Consumers like to have a wide range of different products and options.The store should be easily access-able with a minimal inconvenience for the customer. BBQfun has a great reputation for customer service which is always valued by consumers within this market. Consumer asking for price transparency to compare with competitors and payment plans. Products with warranty increasing consumer popularity. Market trends The trends in the market leads to quality, uniqueness and wider selection. Consumers who are in search for high quality items learn to appreciate value over price. Consumers like to have a vast selection or high diversity of products with varying price ranges.They are also looking for specialistic products which stand-out from the mass-producti ve crowd. Market Growth In 2009 the national outdoor lifestyle market reached 3 million dollars with an estimated growth of at least 6% over the next few years. Research demonstrates that consumers will be having a greater disposable income within the mere future with the assumption that on average two persons will be living under the same household. The economic forecast also states that interest rates will stay steady and will have no effect on disposable income. There is also an increasing popularity of T.V lifestyle programs which provides free-marketing to BBQfun. The market trend also shows that consumers are interested in high quality imports that remain affordable. Market Competition There are three major existing national competitors: The Yard, BBQ’s R Us and Outdoorz. The Yard is only become a threat to BBQfun if the business decision to enter the e-commerce market. Advantageously, The Yard does not trade in Queensland and currently has no marketing promotional acti ons. All of their products are good quality, Australian-made but highly priced.BBQ’s R Us is definitely a threat competitor who has a broad range of outdoor lifestyle products. Their main focus is on cheap imports and on already established markets. They have a strong replacement segment which is highly valued by consumers. However, their trading is mainly based in Adelaide and Melbourne which assist our market-share in Brisbane. BBQ’s R US are considering on entering the e-commerce market. Outdoorz has Australian-made outdoor lifestyle product with good value prices making them highly competitive to BBQfun.They have a few stores situated in every major city and the quality of their products range from low to medium. Alike BBQ’s R Us, Outdoorz has a strong focus on their replacement segment. They are gaining market strength in Brisbane and have a large advertising budget. If Outdoorz considers e-commerce marketing strategies, they will become a major threat out of the three. BBQfun’s local competition are mainly independent retailers. Our local competitors have products ranges that varied according to the owner’s preferences. They mostly sell Australian manufactured goods with an average item sale of $250/piece.All these independent retailers have a market share of 48% and a growing rate of 8% per year. Situation analysis summary BBQfun trades on a highly competitive growing market. Competitors fighting hard for every single market share. BBQfun is in a fortune situation to enter a niche market with only a few competitors and has also great potential to expand national wide. BBQfun has created an outdoor lifestyle range which is differentiated and superior to competitors. They offering a high quality range of products which costumer can see and test in stores.BBQfun offered to customer some great deals such as flexible payment plans, three year guarantee which is unique in the market, broadest range of products in the market, expert and friendly customer service and the most remarkable services that are better than anybody else. The marketing strategy will show how BBQfun can take advantage of this situation and increase significant they market share. Marketing strategy The advertising budget is $180k for the year 2012. The marketing campaign will mainly focus on print advertising such as magazines, direct mails and local newspaper.It is also consider a radio advertisement. Previous years showing a high increase of sales after publishing articles in the BrisNews magazine. That will be consider as the most successful strategy. The aim of the marketing strategy is to increase the loyalty customer from 10,000 to 16,000 and to establish a brand recognising in Queensland so that two out three people recognise BBQfun. BBQfun like to increase they growth rate at at least 10% within the next year and continuously growing the gross profit margin. Target marketThe target market is divided in three segments: new b uilds, renovations and replacements. A customer survey shows that BBQfun most loyal costumers are new builds. These group present 30% out of all costumers. All three segments groups are willing to buy online and pay for delivery. New builds are service, quality and price focus as well as loving to buy Australian made. They are loyal reader of the BrisNews magazine. Renovator usually living in other parts of the country and for them is service and quality the more important than price.Those consumer are loyal to print and online version of the Aspire Outdoor magazine. Replacement costumer are different. they love to support australian jobs and looking for good quality as well. Costumer service is not so important than price. These group are reader from BrisNews magazine as well. Marketing mix BBQfun pricing strategy is comparable prices for comparable quality. The value and quality are more important than the price but this will be backed up with a three year guarantee. BBQfun has tw o stores in Queensland which can be easily access and has large car parking arrangements.The most successful campaign will be ads and insert in the BrisNews, this along will reach 40% of loyal costumer, as well as informal articles and reviews. In-store promotion will take place and competitions with prizes to exotic destinations. BBQfun philosophy is ‘customer is king’ whatever needs to be done to make the customer happy must occur. This creates a loyal costumer base and those costumer are happy to recommend BBQfun to friends. Marketing strategy summary The aim is to build such a good reputation and brand awareness that BBQfun will be position as the premier outdoor lifestyle store in Queensland within five years.The marketing strategy to reach that aim is to first create customer awareness regarding their services offered, develop that customer base and building costumer loyalty and referrals. The message BBQfun will communicate is that BBQfun offers the widest, most exotic, easy access outdoor lifestyle products in Brisbane. Marketing methods: direct mail, ads and inserts in BrisNew magazine and flyers in the letterbox. The marketing mix will send messages to consumers about the excellent high quality products with a three year guaranty which is unique.It’s necessary to let consumer know the stores are easily accessible and there are lots of car parking available. This will happen through ads, inserts and article in BrisNews magazine, following the BBQfun philosophy ‘customer is king’. Potential new markets Export markets One of the first questions is to ask which country or countries do BBQfun export to first? Should BBQfun start with the USA, being the largest of the English speaking, common law based countries? Or perhaps the UK, because BBQfun is familiar with the culture and the customer?Or maybe BBQfun should capitalise on the Chinese opportunity, because it’s the highest growth market? The selection of BBQfunâ €™s first export market needs to be based on a well crafted pre-export plan and a carefully developed set of criteria. It needs to include a delicate balance surveying multiple initial market opportunities against BBQfun current level of resources, experience, and desired short and long-term business goals. Only then can BBQfun commence the culling process that enhance the business into the handful of optimal markets BBQfun can consider initially exporting to.No company can expected to ace their first attempt in exporting to a new market. Consequences of  failing in a market can be damaging both short-term and long-term. Short-term consequences are better known, such as the waste of resources and time, opportunity cost, and cash-flow. In particular, is the flow-on damage these consequences can cause to your domestic business in the form of distraction and cash drain, and the general apathy that can then develop towards establishing new export markets going forward.But it is th e long-term consequences that are lesser known and under appreciated, in particular for companies who are trying to build a sustainable and valuable brand or reputation, with the view to selling their brand or company down the line. One is the penalty in valuation BBQfun may incur when the time comes to  sell your brand or services. Large acquirers, in particular multinationals who have a presence in several of your target export markets, may not pay BBQfun the same value for an unsuccessful export market that they may pay you for your booming domestic one.The following are just some of the benefits of exporting: depending upon BBQfun export strategy BBQfun may have access to overseas capital to fund your business growth in addition to the benefits of greater volume exporting to the ‘other’ hemisphere can greatly assist to smooth out the normal peaks and troughs of supplying the domestic market there maybe ‘residual markets’ overseas for products and serv ices that are in decline in the domestic market The mere process of overcoming the numerous hurdles of exporting can sharpen BBQfun’s commercial acumen and improve your business sustainability.Maximise exporting benefits BBQfun domestic business operations can also derive significant benefit from developing overseas markets as follow: Exposing BBQfun products/services to overseas competition forces BBQfun to compare they product offering and in so doing BBQfun may enhance they product or service to be more competitive. This can assist BBQfun competitive edge in their domestic market by either increasing market-share or improving margin—or in preventing overseas competitors competing in their market.As BBQfun’s product may need to be enhanced to market overseas—so may they marketing message and materials. Different markets require information presented in different ways (in addition to using new languages). The information gained this way can provide a rea ch stream of innovative introductions into BBQfun’s domestic market. To successfully access export markets may require changes to internal systems and processes—all of which can/should be used to enhance service delivery in the domestic market.Typically expanding into export markets requires bringing additional skills into the business and this can be achieved through training, hiring qualifies staff or outsourcing support. Is BBQfun export ready? Notwithstanding the above developing overseas markets is not for the fainthearted—penetrating new markets with different languages, cultures and currencies requires time, skills, concerted effort and cash (working capital). If done incorrectly chasing export markets can potentially negatively impact the domestic business.The first step is to evaluate your readiness for export. To address this question you must answer the questions: Does BBQfun has or can get access to appropriate skills? Does BBQfun has the capacity no w (product or service delivery) to service export markets? Is that capacity scalable, what are the limitations? Will developing export markets draw resources, skills, money and capacity? Typically export markets involve a longer payment cycle and a reduced margin plus volumes can be significant.Can BBQfun fund this additional working capital or can it source the appropriate funds? Has BBQfun researched target markets in depth and been able to identify how the value proposition of they product or service differs from local and other international competition? BBQfun has great potential to expand to foreign markets. Marketing opportunities Business development strategies seek to match marketing opportunities to the organisation's resources (what it can do) and its objectives (what management wants to do).It is useful to have a framework for thinking about the broad kinds of marketing opportunities we seek to find. The Ansoff’s model is one of the best tools for organisations to develop market and product expansion strategies. [pic] All organisations must find new attractive marketing opportunities to grow. But the challenge lies in determining which marketing opportunity offers the most long-term success. Marketing mix Product New products have been introduced and some discontinued. BBQfun offered australian made and imported products with the focus of australian made.This is a positive balances on current demands of customer. This means customers getting a wider range of different products and they can decide on quality and price. Price Price is an important part of a retail marketing mix. If BBQfun’s customers cannot afford the products, they are unlikely to frequent your store. Most of the products in BBQfun’s store should be in a comfortable range for their target audience base. To get this information, BBQfun will need to perform an audience analysis to get an idea of median income and spending power.To create a sense of desire and to g ive an option for a splurge, BBQfun can also sell some itmes that are priced just out of your target customer’s normal price range. Place In retail, the design of the store and the way BBQfun present their products is an important part of the marketing mix. The display should fit BBQfun image so that customers encounter a cohesive experience. In a high-end retailer, products are often placed father apart to create a sense of scarcity and exclusivity; in a computer store, display models are set at waist height to allow testing.Placement can help bring certain products to attention and promote itmes BBQfun want to sell more of. Promotion Promotion is the most recognisable part of the marketing mix. It involves all of the marketing activities BBQfun does to let their customers know about the products they offer. For a retail outlet, BBQfun might advertise in newspapers and on the radio, start a social marketing campaign, use marketing emails, hand out flyers or plan grand-openin g events. BBQfun promotional campaigns should be targeted to they customer base.Choose publications that they read, stations they listen to or watch, and copy or graphic design that will resonate with them. ecommerce Australia’s bricks and mortar retailers have been doing it tough of late. But then, it is getting hard to remember a time when they weren't. But while news reports are filled with stories of companies such as Borders, Blockbuster and Premier Retail closing stores, many of Australia's online retailers are going from strength to strength. But with competitors just a click away, they also know that staying ahead of the game in online retail is a never-ending race.Different research showed that three quarters of Australia's online retailers planned to increase their investment in technology in the following year, spending more on core systems, mobile solutions, back office integration, and multi-channel retail strategies. Which ultimately should benefit consumers in terms of range and service. Business-to-Business marketing B2B marketing is about meeting the needs of other businesses, though ultimately the demand for the products made by these businesses is likely to be driven by consumers in their homes.Put very simply, business-to-business marketing is the marketing of goods and services to businesses in order to keep those companies operating. The biggest differences between business-to-business and business-to-consumer marketing are the types of goods and services being marketed and the types of entities the goods and services are being to marketed to. B2B marketers promote goods and services that will help other companies run. Some of the things businesses produce for other businesses include equipment, components, raw material, processing services and supplies.In addition, because B2B marketers target only other companies, they have a significantly more targeted market than business-to-consumer marketers. Even when marketing very specific products for a fairly small subset of individuals, the latter type of marketer has a far larger audience than the former. Many B2B marketing is driven by costumer demand. If there are no consumer to purchase a product, there is no reason for a business to exist in order to make it. If that business does not exist, it will obviously not need the products and services offered by another business.Also, the goals of businesses and consumers are often the same. When choosing a company for goods and services, most consumers and businesses will make a decision based upon price, quality, delivery time and their history with the business. Other considerations might be the availability of the product or service and the quality of customer service if something goes wrong. B2B marketing is currently one of the fastest-growing areas of marketing. As technology brings more businesses together, companies are beginning to court each other far more aggressively.And as technology makes the world a s maller place, it becomes more important for marketing and sales professionals to understand and implement the principles of B2B marketing. Direct marketing Direct marketing is a channel-agnostic form of advertising that allows businesses to communicate straight to the customer, with advertising techniques that can include text messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising. Direct marketing messages emphasize a focus on the customer, data, and accountability.Characteristics that distinguish direct marketing are: Marketing messages are addressed directly to the customer. Direct marketing relies on being able to address the members of a target market. Addressability comes in a variety of forms including email addresses, mobile phone numbers, Web browser cookies, fax numbers and postal addresses. Direct marketing seeks to drive a specific â€Å"call to action. † For example, an adver tisement may ask the prospect to call a free phone number or click on a link to a website. Direct marketing emphasizes trackable, measurable responses from customers — regardless of medium.Direct marketing is practiced by businesses of all sizes. A well-executed direct advertising campaign can prove a positive return on investment by showing how many potential customers responded to a clear call-to-action. General advertising eschews calls-for-action in favor of messages that try to build prospects’ emotional awareness or engagement with a brand. Even well-designed general advertisements rarely can prove their impact on the organisation’s bottom line. Direct marketing is attractive to many marketers because its positive results can be measured directly.For example, if a marketer sends out 1,000 solicitations by mail and 100 respond to the promotion, the marketer can say with confidence that campaign led directly to 10% direct responses. This metric is known as t he ‘response rate’ and it is one of many clearly quantifiable success metrics employed by direct marketers. In contrast, general advertising uses indirect measurements, such as awareness or engagement, since there is no direct response from a customer. Marketing opportunities summary and recommendations Direct marketing campaignBecause of a limited marketing budget it is recommended to continue the already successful direct marketing campaign. BBQfun can prove a dramatic increase of sales immediately after articles in BrisNews were published. BBQfun might think about to do the same for the Gold Coast store surrounding area. It is also important to continue with targeting the locals living around the stores with direct mail, flyers and local advertising. The advantages for BBQfun using direct marketing are clear: Direct measurement of success: sending 1000 mails, response is 200 = 20% direct response, sending emails, BBQfun can monitor open rates and click rates.BBQfun c an use this through offering specials to consumer. Measuring results by product line, use historical data. If BBQfun usually sell 1,000 units of a particular product a month, and during the campaign response period they sell 1,050, BBQfun has an indication of effectiveness. (When using historical data, be sure to take seasonal variations in sales activity into consideration. ) Specific targeting: directly sending information to individuals, BBQfun can specifically target the demographic they wish to reach. This can enhance response rates as the information is relevant to BBQfun.This also gives BBQfun the opportunity to personalise each interaction, such as addressing emails with the name of the customer or individual. Cheap and quick production: depending on which form of direct marketing you select to use, it is generally cheap and quick to produce. Email campaigns, for example, have little cost, do not take much time to create and are delivered to people’s inboxes instantan eously. Potential to build list of potential or existing customers: if BBQfun regularly engage with potential or existing customers, they can build a database of contacts for future use.This makes targeting even easier for future marketing campaigns, giving BBQfun a pool of prospects to market to. The Internet has made it easier for marketing managers to measure the results of a campaign. This is often achieved by using a specific website landing page directly relating to the promotional material. A call to action will ask the customer to visit the landing page, and the effectiveness of the campaign can be measured by taking the number of promotional messages distributed (e. g. , 1,000) and dividing it by the number of responses (people visiting the unique website page).Another way to measure the results is to compare the projected sales or generated leads for a given term with the actual sales or leads after a direct advertising campaign. e-commerce campaign We are living in the In formation age. Internet has changed our lives and these changes are irreversible. The more people get on to internet and search for information, the more opportunities begin to develop for e commerce. There is no choice for BBQfun but to get on to the e-commerce way. Advantages of e-commerce: Internet being a world wide web, opens up the world as a market to the businesses.Businesses can reach out to millions of customers in an instant which is not possible in any conventional mode of marketing. One of the most significant advantages that e- commerce offers is the cost. The cost of marketing online across the globe is minuscule when compared to the actual cost of marketing in the conventional ways. The cost per transaction works out to be very cheap. E-commerce promotes paperless offices and processes thus contributing to savings in terms of resources too. And also looking at e-commerce from a marketing perspective brings the product or the service closer to the customer.It enables the customer to view, read, download and experience the product. The other significant difference from conventional marketing is that the online marketing enables the marketing company to customise its sales pitch or product offering to the customer. As against the conventional modes which target consumers and markets at large, with internet marketing and E Commerce it is possible to target every single individual making it more personalised and customised offer. Ways BBQfun can measure the success of they e-commerce site:Number of orders processed through the site: this is an simple metric to measure on a weekly or monthly basis. Plot the results on a graph and it is easy to see how orders flow through the site and how quickly they e-commerce presence is growing. Number of customers using the site: measuring how many people have registered to use or are using an e-commerce site demonstrates adoption of the channel and the credibility and usability of a site. This metric is a critic al e-commerce measure for a brand new site or for a company expanding into the world of e-commerce for the first time.Average cart total: analyzing the average cart totals and whether the totals are trending up or down will help BBQfun qualify the success of their site merchandising and promotional efforts. When average cart totals spike, BBQfun can figure out why so that you can repeat a successful promotion in the future. Cart abandonment rate: the number of carts that are abandoned on the site is a clear indicator of how the site is performing. Taking a closer look at exactly when customers bail out will tell BBQfun where the problem is and keeping tabs on abandonment rate will help BBQfun fix issues before they become major problems.Percentage of total revenue: when looking at the total revenue, what percentage is attributed to e-commerce? Measuring this percentage periodically will give BBQfun a sense of they overall adoption rate and the success of the site. These and many mor e advantages make obvious BBQfun sense for to market their products and services online. Both marketing strategies will increase the sales figures and the market share, grow the business, strength the reputation of BBQfun and give BBQfun the opportunity to expand to national and international markets as well and everything with a low budget.Sales prediction Least squares method Year |Sales (y) |Coded time (x) |XY |X2 | |2012 |11,000,000 |1 |11,000,000 |1 | |2013 |12,000,000 |2 |24,000,000 |4 | |2014 |15,000,000 |3 |45,000,000 |9 | |2015 | | | | | |Total ? |38,000,000 |6 |80,000,000 |14 | |Mean xy |12,666,667 |3 | |4. 67 | | b = 80,000,000 – ( 3 x 3 x 12,666,667 ) = ( 80,000,000 – 114,000,003 ) 14 – ( 3 x 4. 67 ) = (14 – 14. 01 ) b = – 34,000,003 – 0. 01 b = 3,400,000,300 a = 12,666,667 – ( 3,400,000,300 x 3 ) = 12,666,667 – 10,200,000,900 = – 10,187,334,233 y = a + bx Sales prediction for 2015 is $ Apply marketing opport unities to BBQfun E-commerce marketing Entering the e-commerce market is essential because of the change with technological advancements where most organisations and businesses are deciding to follow the trend. E-commerce marketing will help expand BBQfun to sell products internationally and nationally and make new markets and target audiences discoverable. This will result in financial growth with new sales and consumers.BBQfun already has existing storage places therefore are logistically prepared to enter the e-commerce market. BBQfun stock regulations could be managed in the future in respect to sales and marketing research. E-commerce strategies will help with discovering new markets and new target audiences. There are no real costs involved where delivery can be paid for and managed by the company. However, website design, management and IT solutions will have some cost. The website design will need to incorporate yellow colours or bright summer-time themes.Yellow itself is a neutral colour that will appeal to both our male and female consumers. The website needs to be written concisely and in easy terms. After successfully applying e-commerce marketing strategies the next step is to cover B2B marketing in order to achieve brand recognition and increase sales. B2B and e-commerce marketing strategies both align with BBQfun’s business strategies and therefore assist the company in reaching aims. Direct marketing BBQfun already has implemented a direct market strategies through direct mail and local adversing in the BrisNews magazine.Most successful campaign was getting articles written in the BrisNews magazine where BBQfun experienced immediate sales after the articles were published. BBQfun should build on this strategy further by trying to get more publications with popular outdoor lifestyle related magazines in printed and online formats. Where these publications need to be highly tailored to the target audience. Expansion in the direct mailing p rogram to a national level will expand the business further and increase customer loyalty and reputation.There is low cost involvement in expanding the direct marketing segment where distribution, flyer/advertisement design and article placements will increase subtly. All flyers, mail and online material will need to aligned with the corporate design. The corporate design apparent in direct mailing will present a young, refreshing, exotic lifestyle to appeals to our target audience. All suggested strategies applied to BBQfun will lead the company to be a strong/healthy growing business and national and international recognized.

Is Modern Art Really Art? Essay

Dead animals, elephant dung, unmade beds and rice all seem like everyday objects but should we be calling them art? When we were growing up we were taught that art was a beautiful painting – like Van Gogh’s Sunflowers, or a perfect sculpture of a human – like Michelangelo’s David, but we were never really taught that conceptual and contemporary art were ‘proper’ forms of art, even though it was established in the sixties. It made us think and challenge our own assumptions of what art should really look like. People didn’t understand the idea of cows cut in half (Damien Hirst), wire mesh lockers (Mona Hatoum), rubble (Richard Long) or rubbish (Tomoko Takahashi) being called art unless you could frame it nicely on your living room wall. The fact that this type of art didn’t fit neatly into people’s ideas of what art should be was the reason it was called ‘conceptual’. Conceptual and contemporary art got a huge reaction out of people because they felt conned and marginally embarrassed when, for example, they looked at Martin Creed’s light going on and off and ‘didn’t get it’. They didn’t like the fact that they couldn’t work out the true meaning of what the artist was trying to get across. It also got a reaction for another reason which was the simplicity of some of the ‘art’. I’m sure that when all the people who were working long hours every week looked at the well-paid artist Tracey Emin’s unmade bed they were desperately screaming to themselves, â€Å"BUT I COULD DO THAT!† and thinking whether conceptual art is even worth looking at. Maybe some of us are completely missing the point they are trying to get across. Maybe instead of drowning in the depression of how easy, and perhaps pointless, the art is we should be fresh-eyed and open minded and celebrate the fact that these ideas and possibilites have been opened for us. Maybe that’s the point. This art definitely has originality and shock value. Artists don’t want to  repeat whats been done before in the same way no one wants to hear old jokes. Their use of new technology adds to the quality of some of their work. Using a computer isn’t a cop-out of drawing, it’s just another tool. The originality and shock value go hand-in-hand and afterall, aren’t those the two things we want when we look at art? We as viewers don’t want to stand there looking at something so bland, tasteless and overrated; If we wanted that then we could just as easily stick a slice of bread on the wall and call that art. The artists look for new challenges and ways for us to see their art. This type of art makes us challenge ourselves to find beauty in the everyday things in life. My opinion of Modern Art is a very balanced one because even though some of the examples of conceptual and contemporary art are sometimes ridiculous, they also challenge you to find the true meaning of what it stands for. The shock factor aswell hypnotizes us and keeps our attention locked on the beauty of the art. One thing that fascinates me though is that if artist Chris Ofili paints with elephant dung he is seen as a Turner Prize winning genius, but if I tried to paint with elephant dung would I be seen as an artistic genius? Probably not.

Evidence Based Practice in a Clinical Setting Essay

Evidence Based Practice in a Clinical Setting - Essay Example The evidence-based practice paradigm combines clinical expertise, patient preferences, and values, the surrounding clinical circumstances with the integration of the best scientific evidence (Salmond, 2007). The purpose of this paper is to apply evidence-based practice to the case of a patient and develop an effective patient care plan In order to apply evidence-based practice effectively there is a need for a critical evaluation of the patient’s health condition. It is also equally important that a thorough research is conducted by the health care provider (physician/nurse) in order to generate information that relates to best evidence practice (Bennett, & John, 2000). The research in most cases is conducted in absence of already established guidelines that are grounded on previous research and are used for purposes of integrating evidence-based practice into everyday clinical practice. It is this information that will be integrated with the clinician’s expertise, pati ent preferences and values and the surrounding circumstances to develop a patient care plan that will optimize the outcomes and result in delivery of quality healthcare service (Schulman, 2008). Patient Profile The patient, in this case, is a 51-year-old male computer programmer who is mildly obese. Patient has a history of smoking and has been trying to quit for over 30 years. He has tried using nicotine patches to help him quit smoking but was unsuccessful. The patient is reluctant to use Bupropion because he holds certain reservations against that particular group of drugs (antidepressants). No diabetic complications with controlled blood sugar levels. Patient has osteoarthritis on both knees which harbor sporting injuries. The blood pressure according to the past two visits is mildly elevated (160/94 mmHg). The patient takes large doses of Vitamin E and Fish oil for his heart and glucosamine for his knees. The patient takes St. Johns Wort to assist him to stop smoking. Research It is of primary importance that the patient’s treatment goals be identified. The goals offer guidance on which areas need research promptly. The treatment goals for the patient include solving the patient’s smoking problem, understanding the patient’s mild hypertension and possible therapy, managing the obesity, and determining the best therapeutic approach that can be used to treat the patient’s osteoarthritis. The patient has a history of smoking that spans over 30years. Such a patient can be considered to be a heavy smoker. Many smokers have been associated with several failed attempts to quit smoking. This particular patient has tried the use of nicotine patches to assist him to quit smoking but was unsuccessful. According to Stead, Perera, Bullen, Mant, and Lancaster (2008), the single purpose of nicotine replacement therapy is to ease the transition from smoking cigarettes to complete abstinence from smoking. The nicotine temporarily replaces the n icotine from cigarettes thereby reducing the motivation to smoke and the overall withdrawal symptoms that are associated with abstinence from smoking.

Teen Pregnancy among the Hispanics in US Research Paper

Teen Pregnancy among the Hispanics in US - Research Paper Example The findings of these studies also validate the author’s claim that the most widespread health related problem for the US is â€Å"teenage pregnancy†, a major point of which is Hispanics (Curley, 2012, p. 230). The author further contends that teenagers who become pregnant are unlikely to complete their high school or college education and, on most occasions, they drop out, and this problem is clearly stated and supported by evidence from other studies. Basch further delineates the repercussions of the problem in terms of failure to attain academic accomplishments and considerable aggravation of economic stability. He also identifies clinical problems related to teen pregnancy, which are evident from the fact that â€Å"children who are born to teen mothers also experience a wide range of problems† (â€Å"Chronic Disease Prevention and Health Promotion†, 2011, para.4) like chronic health conditions and behavioral problems. The author specifically narrows d own his claims that economic and social costs of teen pregnancy are often high among Hispanic groups, and these costs may be both immediate and recurring for teen parents and their children. This claim is further substantiated through another study, which purports that the rising problem of teen pregnancy contributes significantly to â€Å"drop-out rates among high school girls† (â€Å"Chronic Disease Prevention and Health Promotion†, 2011, para.5). Teen pregnancy and childbirth cost for the US taxpayers was estimated to be â€Å"$9 billion per year† (â€Å"Chronic Disease Prevention and Health Promotion†, 2011, para.8) due to enlarged health and foster care cost, enlarged internment rates among the teen parent’s children, and missing tax returns from the teen mothers who receive less money as they have less education. The author also establishes the significance of the study by stating that non-marital teen births in the US affect the educational, economic, social and health aspects of such teenagers and their children. Purpose and Research Questions The author has clearly stated the objective of the study and also delineated the pervasiveness of teen pregnancy among school-aged Hispanic youth, underlying pathways through which the pre-marital teen births negatively affect educational achievement. Though the author does not put the questions explicitly in the study, it serves the purpose as the questions are related to the problem. The qualitative methods of analysis are suitable to answer the research questions as the author has reviewed the articles of several prominent authors. Literature Review The author has conducted an exhaustive and accurate analysis of this problem prevalent among the Hispanics in the US. He claims that teen pregnancy and birth rates of this race are considered to higher than in any other community and it â€Å"exerts an important influence on [their] educational attainment† (Basch, 2011, p.6 14). As a result of this, they drop out from schools, and this adversely affects their education and knowledge attainment and pushes them to the lower strata.

Organizational Structure and Culture Essay Example | Topics and Well Written Essays - 1000 words - 1

Organizational Structure and Culture - Essay Example As indicated in the earlier paragraph, such an organizational set up uses charts that show the hierarchy of responsibilities and how their roles are divided. An organizational chart is a diagrammatic expression of the positions and departments found in an organization. It is also important in defining the relationship between them. An organizational chart is important in playing a number of roles that include;- showing the formal organizational relationships between different people and departments in the organization, enhancing channels of communication and hence improving the way information flows in the organization and lastly it helps one to know whom they are accountable to. This is very important in any nursing set up to eliminate the confusion that can be created if they could be working in an informal set up where the role s and responsibilities of the various people playing part was not clearly defined. Organizational charts include vertical ones which run from up to bottom while left to right have the highest rank on the left and the others follow to the right. In our study I used a vertical chart. An example used has the board of directors as the premier heads of the organization. They are responsible for making core decisions regarding the organization. In case the hospital is government owned or accountable to a higher body they are the ones who will be accountable. They decide on what is good for the hospital and through the suggestions laid before them by people in the lower levels in the rank they can decide on how to address each problem in the organization. The hospital administration follows in the rank. This is a group of people who are selected to oversee the day to day running of the hospital and trouble shoot problems as they emanate. They handle different departments in the hospital which makes the positions very delicate and need to be handled by diligent personnel who cannot

Discuss the main procedural differences between criminal and civil Essay

Discuss the main procedural differences between criminal and civil trials - Essay Example Each municipalities, federal government and state have their own criminal codes defining types of conduct that constitute crimes. In Scotland, law is divided into two main categories, that is, civil law and criminal law. Civil law speaks about the rights and obligations of organisations and individuals. It is a principle that was adopted from Roman law. Civil Law aims to sort out problems and arguments between individuals and other organisations. Criminal Law is the primary means by which the government discovers and criminalizes behaviour that is regarded wrong and damaging to a person s or society as a whole. Criminal law system is the mechanism through which action is taken to deal with people suspected of committing offences. Scots civil procedure governs the rules of civil procedure in Scotland. Furthermore, it deals with the Scottish civil courts jurisdiction as follows Sheriff Courts and Court of Session. Moreover, civil procedure is generally regulated by Acts of Sederunt whi ch are statutes which are passed by the court session (Susan MacKessack). It can also be regulated by the primary legist ration enacted such as Civil Evidence (Scotland) Act 1988 which removed requirements for corroborating evidence. The Human right Act 1998, enacted civil procedure has increasingly been shaped by case law from the European court of Human Rights. The procedures involved in Criminal and Civil are different in many ways. In Criminal trials prosecutions of nearly all cases is started by the state while civil trials on the other hand, are started by an individual, organization or companies for their own benefits. In other words criminal trials are filed by the government while as civil trials are filed by private parties. The trials of Criminal and Civil are normally held in different courts, and in civil trials juries are not so often used. Another distinction is that in the Criminal trials courts may force the guilty party to pay a fine as punishment for their crime a nd also the legal costs of the both lawyers. On the other hand, in civil trials the victim just asks for compensation and not a criminal action is taken (June Fraser). In a civil proceeding the defendant can be found not liable or liable and the judge decides on the case while in a criminal trial the defendant is sentenced if he is guilty or acquitted if not guilty by the jury this is because arguments among people can be resolved and damage mended compared to crimes in criminals cases such as murder or man slaughter which are severe and leave damages that are irreversible. Furthermore, in civil trail procedure accuser must produce evidence beyond the proportion of probabilities while in a criminal trial the evidence produced must be proven beyond reasonable doubt. Moreover, in civil trials burden of proof is on the claimant, otherwise, the charge may turn to the defendant in situations that the things speak for it. In the criminal trial the accused is considered innocent until prov en guilty by the prosecutor. Compensation in term of money for injuries, an injunction or damages is usually instilled on a party found to be on the wrong in a civil trial while in criminal trials a guilty party

CNET article reviews and reflections Essay Example | Topics and Well Written Essays - 1000 words

CNET article reviews and reflections - Essay Example Google plan is to make the region open for business since with increased circulation of information Africa will become more viable as market. In retrospect, Google has worked in Africa on the mobile platform; in 2009, it allowed cellphone users in Uganda to get information of weather and sports through text queries. It has also collaborated with France mobile to cut down the cost of SMS services in the region. In my opinion, this is a progressive move, and it shows that Google as a company is capable of combining a profit making venture with its social responsibility of ensuring Africa is opened to the world in terms of telecommunication. Furthermore, it will have indirect impacts by forcing the telecommunication companied to lower their SMS costs because of competition from Google. Ultimately, while Google will stand to make a tidy profit, it has considerably increased Africa’s networking potential. The space shuttle endeavor, which has been in orbit 25 times since it was constructed two years ago, is set to take its valedictorian flight perched on the back of a jet. This is to give the public a chance for one last viewing before it takes its place in the museum. The endeavor is set to fly across Houston landing in Ellington refuel at the Field Army Airfield in El Paso White sands then proceed to S Francisco, NASAs Ames Research Center, Sacramento until it is finally returns to California on a three days trip. The endeavor, was commissioned in 1978 to replace the challenger which was destroyed in a takeoff accident, after that, it made 24 more trips many of them to assemble the international space station. The first ever trip by a spaceship through a metropolitan area. It is a complex process which is going to involve a sizeable team of engineers, who will be ensure the route used is the best possible, without too much disruption. It is going to involve a lot of restructuring and moving

Science Meets Real Life Essay Example | Topics and Well Written Essays - 500 words - 1

Science Meets Real Life - Essay Example This essay stresses that people can become sick when they are exposed to virus and also by consuming contaminated food. An inspection of the restaurant has brought to fore the fact that it is not only unhygienic, but also lacks in the basic facilities. The kitchens of most of the restaurants do not have any ceilings and the shelves of the freezers are dirty. Besides, the cloths that the cooks use for wiping food contact surfaces are not cleaned in sanitizing solutions. Another major aspect that has come to notice is the fact that â€Å"Food thermometers were not being used by employees†. A comparison of the school calendars of the institutions indicates that the students from both schools have met and interacted on the occasion of the May Day Parade. They have also met on 15th May for planning meeting for the battle of the bands, which has been scheduled for 19th May. This paper makes a conclusion that more students may have become exposed to virus due to their interaction on the occasion of the functions related to band parade. The following testable questions can be offered for further investigation: what specific reasons can be attributed to the absence of students in both schools? what may be the causes for the common disease among the students? how are the students from both the schools affected at the same time? if the students from both the schools are suffering from the same problem when have they been exposed to the virus? how are they exposed to the same disease causing agents? what measures can be taken to prevent food contamination in restaurants?

The Wechsler Intelligence Scales Research Paper

The Wechsler Intelligence Scales - Research Paper Example Currently, the scales are available in three versions, they include WAIS-III, which measures adult intelligence, WISC-III, which measures intelligence in children, and WPPSI-R, which is designed for children aged between 4 and 6 ? years (IUPUI, 2010). There have been several revisions to improve the test ability of the scales and to include more population groups since Wechsler published the first scale in 1939. The purpose of WAIS-III is to measure adult intellectual ability. The scale is in its third edition, and is designed for individuals aged between 16 and 89 years (Pearson Assessments, 2011). The scale is administered in the form of visual, performance, and full tests for durations of between 60 and 90 minutes. The scale’s norms include IQ and index scores, which are all designed to test the individual’s intellectual ability in a comprehensive manner. The scale’s internal structure is composed of subtests that include tests on verbal comprehension, percept ual organization, working memory, processing speed and visual memory. The validity and reliability of WAIS-III are supported by correlations with previous editions of the intelligence scales and by clinical studies on adults with hearing impairments, retardation, and other forms of cognitive disabilities. The scale’s validity and reliability are also promoted by the availability of multiple tests administered to people with multiple intellectual abilities. WISC-III Also developed by David Wechsler, the purpose of the third edition children’s intelligence scale, (WISC-III), is to test for verbal and performance abilities among children aged between 7 and 16 years. It includes tests on information, coding, arithmetic, vocabulary, and comprehension (Kamphaus, 2005). Verbal abilities are tested through oral subtests while performance abilities are tested through nonverbal problems. Although all tests are timed, bonus points are awarded for faster work and older children ha ve to earn much higher points to rank with the appropriate age group. The test has several subtests grouped into the general areas of verbal and performance scales. Verbal scales are designed to measure language, memory skills, reasoning and general knowledge while performance scales are meant to measure problem-solving, spatial, and sequencing skills. Administration of the test is done by trained examiners to individual examinees and a complex test material is usually required. In scoring, the test scores are converted to standard scores and computed with a standard deviation of 3 and a mean score of 10. Scores in the subscales of verbal and performance areas are turned into IQ scores, and later summed to obtain the overall score. All scores obtained in the tests are normative with a standard deviation of 15 and a mean score of 100. The scores are then classified to indicate the individual’s class as follows: Beyond 130- gifted, 120-129- very high, 110-119- bright normal and 90-109- average (IUPUI, 2010). Individuals who score 85-89 are considered low average, 70-84 are classed as borderline mental functioning, and scores below 50 indicate cases of mild, moderate, or severe retardation. The multiple tests incorporated within the intelligence

Job Learning Objectives Essay Example | Topics and Well Written Essays - 500 words

Job Learning Objectives - Essay Example This can be found at http://www.bestbuy.com. My responsibilities were mainly in customer service. I worked with the sales team to help people select items that best suited their needs. Most of my time was spent working at the cash register, assisting with checkout. In this shop there was a manager or assistant manager on duty at all times. They rarely overlapped, so there was only one supervisor in the shop at a time. I reported directly to the manager or assistant manager. On our busiest days, there were five employees. The shop I worked in was small, so the largest crew was usually a manager (or assistant), two people working sales, one working on restocking or cleanliness projects and someone at a cash register. We were located along a commercial strip in Taipei. I was always on the floor either at the cash register or working with a customer. The average career path for people in the company consisted of either moving up into management or leaving to find more challenging and bet ter paying employment. Turnover was very high, mainly because most of the employees were young and always moving from job to job. My orientation was very thorough. I was taught how to handle the hardware, such as the cash register, packaging machines and even a hydraulic assist use for lifting heavy equipment. I was also given a day of customer service training.

Language of the Neanderthal Essay Example for Free

Language of the Neanderthal Essay It is understood that the Neanderthal was an exceptional thinker and communicator; but there are heavy debates that question whether or not it spoke with a language. Some argue that the hyoid bone of the Neanderthal was too high in relation to its larynx to enable its tongue to form words, while others argue the opposite. With respect to both theories, it was indeed a linguistic hominid. The Neanderthal skull is more similar in shape to the Homo sapien than that of hominids before it; which would make it reasonable to believe that it was able to speak using language. Since it was the transitional species however, it may have been limited in its development of language usage. History of the Neanderthal Before analyzing the arguments discussing the language used by the Neanderthals, it is important to understand what is known about them. Homo neanderthalensis is the last species in the evolution of hominids, which is not considered a â€Å"modern human.† After many years of study, and dozens of findings, scientists observed the differences in the shape of Neanderthal skulls compared to Homo sapiens. They discovered that the brain was smaller, the bones were much more robust, and that the Neanderthal had no chin. The first findings of Neanderthals were in Belgium, Germany, and Gibraltar, in the early to mid 1800s. Some of the most important findings of the Neanderthal were in the La Chapelle- aux- Saints caves of Southern France. The ideas that have come from these rolling hills have both hurt and helped the progress for valid information in Neanderthal studies. In 1908, Jean and Amà ©dà ©e Bouyssonie’s findings led many scientists to conclude that Neanderthals lived strictly in caves. This is now proven to be false. These rumors however, created widespread generalization that made Neanderthals appear vastly inferior to modern humans. One such generalization held sway and brought about artistic depictions of the Neanderthals being sluggish and  awkward creatures. These depictions were created in reflection of the reconstruction of the â€Å"OId Man of La Chapelle- Aux- Saints† by French paleontologist, Marcellin Boule. The bones in the reconstruction of this particular Neanderthal were arthritic; and â€Å"although Boule was aware of the deforming illness†¦his reconstruction apparently did not take it into account sufficiently† (Sommer 2006:213). It wasn’t until the mid- 1900s that paleoanthropologists discovered that the Neanderthal walked upright and wasn’t slouched over at all. Discussions on the Neanderthal Hyoid Bone Despite all of the progress that has been made in figuring out just who Homo neanderthalensis was, anthropologists still have a long way to go. There are many sub-topics about the enigmatic skeletal remains of the Neanderthal that are stirring up heated debates in the world of anthropology, and are still left to skepticism. One of the most controversial is whether it was able to speak with flexible tongue movements that were able to create sophisticated variances in sound; that moreover allowed it to live with social interactions that rivaled the ones we use today. The hyoid bone and larynx position of the Neanderthal compared to Homo sapiens is the most explored aspect of this debate of language. In these arguments, the morphology of the organs and bones in the neck are often times more of a concern than their functionality. The hyoid is a U shaped bone, responsible for harnessing the movements of the tongue. It is located just above the larynx, which is also known as the voice box. The larynx and hyoid bone are positioned in a way that work together to form the words heard among modern day humans. In the early 1970s, scientists E.S. Crelin and Philip Lieberman reassembled the larynx of the Neanderthal and came up with a strong theory that is still agreed with today. They found that the Neanderthal â€Å"larynx is positioned high, close to the base of the skull, and the tongue lies almost entirely within the oral cavity† (Lieberman 1975:494). Lieberman is an expert in the evolution of language and has spent a greater part of his career discussing the major differences between Neanderthal and modern human language. He has written volumes that greatly detail the morphology of the Neanderthal’s mandible and laryngeal bone structure; and has for the most part concluded that Neanderthal language was nowhere near that of modern day humans. Shortly after Lieberman and Crelins’ reconstructed Neanderthal skull, there was not yet an actual Neanderthal hyoid bone found; and other scientists and thinkers in the 1970s disagreed with the way the Neanderthal skull was reconstructed. They based this off of the fact that Crelin was using only five specimens of Neanderthals from the La Chapelle Aux Saints site and also that the culminated skull was reconstructed incorrectly. Many paleontologists believed that the way it was put together would have made it impossible for it to swallow food. â€Å"One cannot help wondering why the vocal tract remodeling concentrates so heavily on La Chapelle when La Ferrassie I is in a much better state of physical preservation† (Carlisle and Siegel 1978: 370).Despite the valid statements made by Carlisle and Siegel that account the pristine condition of the skull that was put together at the La Ferrassie I site; it still did not give any more evidence that pointed to advanced vocal communication among the Neanderthals. Around the late 1980s the first Neanderthal hyoid bone was found in the Kebara Caves of Mount Carmel, Israel. It was discovered in the middle Paleolithic layers of soil that date back to sixty thousand years ago. Upon investigation of the bone, it was discovered that it was nearly identical to those of modern humans. It is important to point out that many of noted paleontologist, Philip Lieberman’s studies were based on comparing the hyoid bones of Chimpanzees to Neanderthals. Lieberman and his colleagues reached a consensus that Neanderthals spoke more like Chimpanzees than modern humans. Chimpanzees have been reportedly able to communicate with very subtle changes in tonality, which indicates there is a primitive language there. That being said, the shape of the hyoid bone of the chimpanzee is worlds apart from the Homo sapien. Whereas, previously mentioned the hyoid was nearly identical to the Homo sapiens’. The chimpanzee’s hyoid bone is much smaller and narrower in comparison to its larynx which is partly what makes its language usage, extremely limited. Not only that, but its brain is much smaller than not only the modern human, but also the Neanderthal. Lieberman’s vast knowledge of Linguistics has made him an important figure in Archaeology, but his morphological ideals that are commonplace have left out some of the more obvious similarities between Neanderthals and Humans. Neanderthal DNA The functions of the DNA structure of the Neanderthal are often times abandoned entirely in the arguments defending their â€Å"lack of language.† Proteins extracted from digs surrounding Neanderthal sites have been analyzed in labs and their DNA structures have given researchers positive reinforcement that the Neanderthal was very similar in its genetic makeup. According to Dr. Julien Riel- Salvatore from the University of Colorado at Denver, â€Å"Genetically, they [Neanderthals] share with modern humans a distinctive mutation of the FOXP2 gene, which seems to be intimately associated with speech† (Julien Riel-Salvatore, personal communication 2011). This same mutation is not exhibited in the Chimpanzee. Neanderthals and Human Breeding There are other debates that coincide with Neanderthals being able to speak, for instance a study that shows Neanderthals may have been able to breed with humans. This is a paradox in that it would rule out the term Neanderthal entirely, because in order to breed, an animal must be of the same species. If this is true not only would it point out that Homo neanderthalensis could speak as eloquently as the Homo sapien, but the Homo neanderthalensis was a Homo Sapien. The differences would be more in the light of behavior, nomadic skills, and tool technology that made the Homo Sapien with a chin able to out-survive the other. Playful notions aside, this is still a very debatable sub-topic of Neanderthal language and many more discoveries will have to be made to prove its total validity. Misleading Theories Other noted archaeologists believe that the large nose of the Neanderthal made it incapable of speech, insisting â€Å"†¦Contrasts in facial morphology probably led to nasal-like vocalizations†¦[and for]†¦advanced hmmmmm sounds† (Mithen 2006: 226). The brief description that Mithen uses to back up this opinion does not prove anything about how the nose may have certainly caused vocal limitations. Its nose was larger in size, but so were other parts of the Neanderthal, and they were no impedance to how it got around. Conclusion Corrosion of bones and more importantly muscle tissue make many aspects of anthropology a challenging field. It is not always clear how the muscle  tissue that once surrounded the skeletons of our ancient relatives operated in relation to nerves, connective tissue, and bones. The Neanderthal is a confusing hominid because of its somewhat smaller cranial capacity, and extremely large skeletal frame. The shapes of its bones are like larger replicas of ours, aside from the skull which is unique in its brow ridge and lack of chin. The conclusions of inter-breeding seem a bit far-fetched. It may have been able to speak as well as modern humans, but perhaps in comparison to the Darwin Finches, its slight variances in structure may have selected it to extinction. Acknowledgements I would like to thank Dr. Riel- Salvatore for his feedback on the Neanderthal. I am not a professional analyst in anthropology, and am grateful that he was able to provide me with some of his personal inquiries on the controversial debates centered on Neanderthal language. Works Cited Boellstorf, Tom (Editor) 1978 Additional Comments on Problems in the Interpretation of Neanderthal Speech Capabilities Vol 80 American Anthropology Association, Virginia. Lynch, Michael (Editor) 2006 Mirror Mirror on the Wall: Neanderthal as Image and Distortion in Early 20th- Century French Science and Press Vol. 36. SAGE Publications, California. Mithen, Steven 2006 The Singing Neanderthal. Harvard University Press, Massachusetts. Riel- Salvatore, Julien (Interview) 2011 Original notes from email. Ruff, Christopher (Editor) 1996 Structural Harmony and Neanderthal Speech: A Reply to Le May Vol. 45 Wiley-Liss, New Jersey.

Corrective And Preventive Action In Quality Management Information Technology Essay

Corrective And Preventive Action In Quality Management Information Technology Essay CAPA is an important Quality tool in the pharmaceutical industry. CAPA is defined as the corrective action and the preventive action. A corrective action is a change implemented to address a weakness identified in a management system whereas the preventive action is The action to eliminate the cause of a potential nonconformity or other undesirable potential situation. Management plays a key role in the successful implementation of the CAPA system for achieving the high quality pharmaceutical products. It helps the management to identify the problem that arises in the system and helps the administration to come up with the innovative ideas to improve the quality of the product.This Document discusses the Obstacles for achieving the integrated CAPA compliance, quality system CAPA procedure, Flow chart for implementing the CAPA system, phases of the CAPA system, benefits of the CAPA system .. In this stage of the CAPA process there must be the problem that has been identified, defined and documented. The documentation should completely explain about how the information has been gathered and it also should have the proof for the existing problem. In the appraisal stage the quality personnel member of the CAPA case will need to determine the impact of the quality on the companys overall quality management system which include cost, function, safety, quality etc.. The determination regarding impact should include the risk to the customers as well as risk to the employers. Once the impact and the risks are identified then the seriousness is determined. Based upon the companies long term experience the companies will associate the varying degree of the seriousness based upon which the necessary corrective and preventive actions will be taken. DISCOVERY:- Phase-3 discovery phase commences only when the remedial action does not solve the problem during phase-2 or when a long term action is required then the phase-3 action commences. Discovery phase is also called as the investigation phase and before the investigation commences specific goals are set in a manner such that these goals are accomplished before the phase-6.For accomplishing these goals specific strategy is developed which includes specific strategy for determining the contributing and root cause of the problem. It also include all specific circumstances related to the problem which include training, software, external factors, procedures, personnel, materials and equipment. EXAMINATION:- During the examination phase rooting out of the problem takes place after determining the possible and probable causes of the problem and data has been collected to refute these problems. The data that has been collected during this stage has been organized and documented .The sources for the examination phase can be from the testing results and review of the records, processes, service information, design control, operations which helps in determining the root cause of the problem. All the information is collected, organized and documented in readable form. ACTION AND IMPELMENTATION:- During this phase the REAL LIFE of the CAPA takes place. In this stage the investigator has to determine the root cause of the problem and he or she has to develop the methodology that prevents the problem to occur further. All the incidents in this stage are documented and for the successful implementation of this stage a successful CAPA SOFTWARE has been introduced which not only save the time and money but also keeps the records for the long term usage for tracking how the problem has been resolved. OBSTACLES FOR ACHEVING INTEGRATED CAPA COMPLIANCE:- CAPA management is an important part of the regulatory requirement which helps in reducing the liability, increases the customer satisfaction, helps in the reduction of the financial losses and strengthens the companys reputation. To achieve the maximum benefits from the CAPA, it must be an integral part of the enterprise compliance and quality management system(ECQM) which helps in the collection of the data on the existing problem, investigators will analyze the potential data, digs out the root cause of the problem, addresses the issues and follows the procedures to avoid the similar problem in the future and documents the entire process. CAPA can be effective only when it is an integral part of the companys culture. However they were many obstacles which prevents for achieving a truly integrated quality management system. Among those are the 1-DISPARATE SYSTEMS:- CAPA compliance is included in companys standard operating procedures however it is difficult to achieve the process with systems that most companies have. They are different programs that dont interface with each other, homegrown systems that dont have universal recognition, delaying the resolution of the quality issues and clouding the compliance picture. 2-LAX DOCUMENTATION:- Companies should require the centralized control without which the documentation chain required by the regulatory agencies is frequently broken. Companies should document their CAPA procedures without which the FDA will not know the CAPA requirements have been fulfilled. 3-COMMUNICATION BARRIERS BETWEEN CULTURES AND SPECILATIES:- Employees working in the company dont speak the same language, literally. In addition the terms that an engineer uses to describe a quality system may be different from that marketing manager or the compliance officer. 4-LACK OF TRAINING:- Majority of the employees that are working in the compliance issues are not well trained.so the Employees who are working in the quality management do not know, understand and take the responsibility as their role as the quality management. 5-DISCONNECT AMONG BUSINESS UNITS:- CAPA management is frequently seen as a job for the quality management but not as a concern in which production, RD, marketing or other departments which should be involved. 6-NON COLLECTION OF TRENDING DATA OR DATA NOT READILY AVAILABLE TO APPROPRIATE PERSONNEL:- Without the integrated ECQM, most departments keep the records on their own systems without which the company management cannot see the Companies compliance picture. Without this vision, the management cannot predict and prevent possible deficiency to meet the CAPA regulations. 7-SEEKING A QUICK FIX VERSUS SEEKING TO CORRECT THE ROOT CAUSE:- Companies generally focus on the product and the material issues rather than reaching below the surface to identify and address quality concerns. It results on focusing on product problems rather than on the systemic issues which prevents them to correct a root problem. However getting to the root cause is main aim of the CAPA. TRUE CAPA implementation is to identify and correct the problem by putting practices to prevent the future issues which require the integration and flow of information freely among companies various departments and locations. Five steps for success of CAPA system:- 1. Companies should implement an effective quality management system for tracking and logging the events utilizing centralized software system which helps in determining the root cause and implement an effective CAPA system. Moreover it also helps in the reduction on the boundaries between various departments. 2. Companies should implement an effective comprehensive investigation and root cause analysis which helps in developing the effective corrective and preventive action. 3. Accountability is maintained through notification and escalation procedures by utilizing the automated and the on the demand reporting. Communication helps in the resolution of the events in the timely manner whereas notification helps the management know where exactly the record is in and who is working on it. Notifications are approved to key personnel via record origination, record assignment, task completion and record approval. An escalation procedure helps in ensuring the key personnel about the dates approach and priority management responsible tool to the particular parties. 4. Easy accessibility of the Records, Notification and reports helps all the key personnel in the immediate response of the resolution process. Web based system also helps in to log in into QUALITY MANAGEMENT SYSTEM from any location which helps in quick response. 5. Effective checks are conducted to measure how well the CAPA plan worked Post implementation. A well-defined planning is essential for the elimination of the recurring events. This system helps in creating and assigning the effectiveness of the check records for each CAPA plan. If the issue is resolved, a review is conducted in the final stage. Phases of CAPA system:- CAPA system plays an important role in the quality management system. CAPA consists of the four important phases.. Phase-1: Planning Planning for the Measurement, Analysis and Improvement Process Establish the Data Sources and the Criteria Phase2: Measurement and Analysis Customer survey Service Report Process Control Complaints Supplier performance Return Product Supplier Performance Quality Audit Measurement and Analysis Phase-3 Improvement Identify the Action Identify the Root Cause Investigate Verification Of identified Action Implement Action Determine Effectiveness of Implemented Action Reporting to Management Management Review Phase 4 Input Management Sample CAPA Process Flow Factory Distributor Customer Data Corrective Action Request CRA Remediation Action RMA CAPA Completed No Action Needed CAPA Needed Root cause analysis and Corrective Action TASK Effective No YES CLOSE Requirements of Corrective and Preventive action (21 CFR 820, Subpart J) (1) For the corrective and preventive action, manufacturer should create and maintain the procedure and this procedure include some requirements for:- a) Service record complaints, Audit report of quality, records of quality, and operations of work, quality data sources to justify the obtainable and possible cause of original product. For detection of returning quality problems, this type of statistical methodology should be employed b) For the product, processes, and the system of quality, consider the cause of non-fulfillment of requirement. c) For the reappearance of unusual product and problem related to quality, recognize the corrective and preventive action. d) To decide the recognized corrective and preventive action is successful and has no adverse effect on finished devices; validate that corrective and preventive action. e) For correct and prevent recognized problem of quality it is necessary to implementing and recording the changes in method and procedure. f) Decide that information which are related to the problem of quality which is circulated and directly responsible to give surety such product quality for avoid of such problem. g) For review of Management, submit the corrective and preventive action and information of recognized problem of quality. (2) All actions necessary under this section, and their results should be documented Benefits and futures of CAPA (Fig -1- Benefits and Future of CAPA) 1.COST EFFECTIVE:-Many organizations do not implement a robust CAPA process because of its high cost.so CAPA is tracked by simple spreadsheets and home grown database which do not require full CAPA requirements. Where as Ready CAPA provides an application to meet quality management at an affordable price. 2. COMPLETE VALIDATION PACKAGE:-It is the part of the READY CAPA which ensures that the application is ready to use in days versus weeks 3. WORK FLOW APPROACH:-READY-CAPA enables to know that issues are tracked completely to resolution. CAPA helps in deciding the issues related to the problem and helps in solving and easily documented. It also helps in deciding the progress of the CAPA. 4.REGULATORY COMPLIANCE:-The procedures and policies followed by the companies must meet the regulatory compliance which includes the identification of the interphase system, constructed and tested the documents and policies and procedures. 5.CLOSED LOOP CAPA PROCESS:-It is implemented by the Ready CAPA electronic work flow. This helps in identifying the issues ,investigating the cause, action planning for the corrective and preventive action, implementing the actions, verifying the quality assurance approval, monitoring the periodic challenge option and closing 6. Closed loop CAPA helps to reduce the loss of data. 7. Closed loop CAPA management helps in providing the controlled environment. 8. CAPA helps in increasing the product quality by reducing the product cost and cycle time. Conclusion:- Now a days Quality has become an important issue in the pharmaceutical Industry. CAPA plays an important role in achieving the high quality of the pharmaceutical products. Many pharmaceutical companies are implementing the CAPA system which helps in reduction of the cost as well as improve the quality of the product. For the successful implementation of the CAPA, there should be a well-trained knowledgeable operator. The main aim of the CAPA is to identify the Root Cause of the problem and provide a solution to the problem that does not occur repetitively. Manufacturers when implementing the corrective and preventive actions must comply with the ISO standards for achieving the high quality. Management plays a key role in the successful implementation of the CAPA in the company for achieving the high quality of the product. Thus this document provides the guidance for the successful implementation of the CAPA.

Ikea Pestle And Strategic Options Analysis Marketing Essay

Ikea Pestle And Strategic Options Analysis Marketing Essay INTRODUCTION The aim of this paper is to conduct a SWOT and a PESTEL analysis of IKEA and summarise an assessments of IKEAs strategy and strategic options. IKEA, which was started in 1943, is the world largest furniture retailer. It offers a wide range of well-designed, functional home furnishing products at affordable prices. This enables as many people as possible to afford them. IKEAs focus throughout its existence has been to make and provide good products at low prices to customers. Thus, it has with time developed methods that are both cost-effective and innovative. SWOT ANALYSIS According to Kourdi (2009), an analysis of the companys strengths, weaknesses, opportunities and threats is a good tool for gathering information on the strategic position of the business. He explains that strengths and weaknesses are found within the internal environment of the organisation while opportunities and threats are usually found from the external environment within which the business operates. Strengths IKEA provides other amenities in their stores these include playrooms for children, ample parking space and restaurants and Swedish cafà ©s. This attracts customers who care about parking and who have children. The children can be left playing at the play zone while the parents do the shopping. IKEA designs its own furniture. This makes the business become innovative in designs and also assures customers of the same range of furniture and quality all over the world. Long-lasting relationships with selected key suppliers are a major strength of IKEAs purchasing and product development strategy. This is because IKEA is directly involved only in conceiving, distributing, and selling its products Designing products so that they can be packed flat and assembled by our customers greatly reduces IKEAs cost. This means IKEA can ship more items in one truck, less storage space is required, labour costs are educed and transport damages are avoided. For the customer, this means lower priced products and easy transportation home. Weaknesses Scandinavian design and style is not everyones preference. IKEA needs to diversify on its product design to appeal to other conservative markets in the world. For example, customising some products and amenities like restaurants to oriental markets in a place like China or Hong Kong , Arabic ones for the middle-east or even African products for the African market (when it ventures to Africa) will appeal more to another market segment of traditionalists or very patriotic citizens of these regions Since IKEA does not own any transport facilities, its supply and distribution network is physically connected through external actors and thousands of logistic partners. Coordinating and connecting this complex network it had adopted needs a lot of concentration and very advances monitoring system, in addition, IKEA does not unilaterally control and most of the logistic relationships Opportunities There is the potential to expand to other areas where IKEA has no stores due to its international fame, strong globally recognised brand and growing demand for its products. These untapped markets include South America and Africa. IKEA recycles materials in its aim to grow organically. IKEAs website states that There is a true business potential for IKEA in providing solutions that enable customers to live a more sustainable life at home. IKEA is developing effective solutions for customers in order to support them recycling or reusing used products, aiming at no products ending up at landfill and the recycled materials used in producing new IKEA products.  [1]   Threats IKEA delegates much responsibility to its competent partners. These are normally either those who have long been in charge of manufacturing a certain product, or those who have specific technical competences. This provides a difficulty in controlling and maintaining standards. Due to this, IKEAs competences and organizational structure need to keep on being re-visited and modified to fit specific partners and interaction processes and networks Like any other business, Competition from low end general discount retailers such as Wal-Mart, office supply stores such as Office Depot, and discount warehouses such as Costco. Wal-Mart is the worlds number one retailer. These general merchandise retailers tend to aggressively promote their furniture products on the basis of price as well. Another threat is the high-end specialty retailers who normally offer luxurious store environments designed to appeal to people looking for feelings of affluence, high class, ostentation prosperity, and comfort. These retailers also offer various payment options and easy credit to make it easier for shoppers to commit to a more items or costly products. PESTLE ANALYSIS PESTLE is a tool that is used to analyse the macro-environment in which an organisation exists. It is an acronym that stands for Political, Economic, Social, Technological, Legal and Environmental factors. PESTLE analysis generates information that helps senior managers when strategising and when formulating strategic plans and policies Morrison (2008) argues that PESTLE analysis can also be used as a framework for looking outside the organisation to hypothesise what may or may not happen. It is a useful framework to use to ensure that some of the basic factors are not overlooked or ignored. Used in a similar way to that of business planning  [2]   Political environment This includes issues to do with government policies on taxation, tariffs and trade restrictions. It also encompasses employment laws and the activities and involvement of trade unions. Political stability of the environment is also important. IKEAs political environment is favourable. In Europe and America, the political systems have developed over long time providing a very stable environment. IKEA does not operate in Africa where most nations are not politically stable Economic Factors IKEA like most businesses in Europe and America is currently operating in global economic recession. In most countries, there has been slow economic growth for the last two years. Other economic factors are typical to each country and have to with inflation rates, interest rates, wage rates and minimum wage legislations. Sociological factors Markets where IKEA operates are faced with changing social trends. For example there are now fewer first time buyers in the housing market which is mainly due to hard economic times. Thus there may be a deceleration in the markets growth rate. According to echeat.com, many people associate Sweden with a fresh healthy way of life.  [3]  This Swedish lifestyle is reflected in the IKEA product range. The freshness of the open air is reflected in the colours and materials used and the sense of space they create by using blond-coloured woods, untreated surfaces and natural textiles. IKEA has also developed a very comprehensive corporate social responsibility program. IKEAs social responsibility policy gives a provision for humanitarian donations and support to various charities such as the World Wildlife Fund, UNICEF and Save the Children fund. Technology IKEA has embraced technology as a business tool. It has an up to date website from which customers can view online catalogues, check for stock availability before going to the store, order online and even correspond with the customer service team. As technology evolves, IKEA will perpetually keep on updating and upgrading its technology to keep pace with its global networks ranging from network relationships with supplier to those with distributors. Legal IKEA is a global business. This means that it is affected by many laws and legislations in all the different countries. This poses a threat where IKEA may be unable to control standards and/or quality in some jurisdictions where IKEA products are where there are no regulations to control working conditions. Environment Since it was founded IKEA has been sensitive to the environment which leads it in making better use of both raw materials and energy. This keeps costs down and helps the company to reach its green targets and have an overall positive impact on the environment SUMMARY ON IKEAS STRATEGY AND STRATEGIC OPTIONS IKEA can create more opportunities and tackle threats by strategic planning whist taking advantage of its strengths and working on its weaknesses. In the case study IKEA Invades America, IKEAs strategy is to have market dominance and market leadership as far as house furnishings are concerned. It can do so by assess its external and competitive environment Low-prices for it products is the main IKEAs strategy that makes customers want to buy from IKEA. This low price strategy is coupled with a wide range of well designed products. IKEAs products cater for every lifestyle and life stage of its customers, who come from all age groups and types of households. This diversity in the niche market is increases IKEAs potential market. In the case study Strategy in Industrial Networks: Experiences from IKEA by E. Baraldi, Industrial networks and business relationships play key roles for the strategy of IKEA. It should therefore continue to work with suppliers who take responsibility for people and the environment and who want to grow and develop with IKEAs growth. As part of its continuous work to improve conditions in the supply chain, IKEA has implemented a revised code of conduct, IWAY, and joined an industry collaboration exploring the possibility of developing global supply chain standards (IKEA sustainability report 2009: 13) Sustainability needs to be a part of the IKEA business strategy, and must therefore be integrated into each and every one of IKEAs business strategies, and in its product range (IKEA sustainability report 2009: 8). IKEA will need to lead developments with innovation and technical know-how and be transparent to its stakeholders. IKEAs products, processes and systems should continue demonstrating responsibility for people and the environment.

Essay --

Introductory paragraph Nigeria has the largest population of any African country and it is the 6th in the world. Population Growth is the change in population overtime. Nigeria is also the most densely populated country in Africa, that means, nearly one in six Africans is a Nigerian. Nigeria’s population is unevenly distributed across the country and the world. In July 2001, Nigeria’s population was estimated at more than 123 million people about 345 people per square mile. The population growth rate is influenced by the interplay of the three main demographic processes of fertility, mortality and migration. The population growth of Nigeria can be analysed through the Antiquity of the population of Nigeria, the Current population, the Trends and the Future Predictions of the population of Nigeria. History The population growth of people in Nigeria started from the antiquity of Slavery, Tribes and Culture. Slavery was common in Nigeria long before the Europeans arrived. Slavery also known as â€Å"slave trade† started in Badagry, the second largest commercial town in Lagos, Nigeria. In the early 1500’s, people were being transported from Nigeria through Badagry, to North and South America. Slaves were brought from all corners and crannies of Nigeria mostly from raided villages and captives of war, who were also brought to Badagry for auctioning. Some of the main slavery countries from Europe that engaged in the slavery of Nigerians were England, Portugal, Spain and the Netherlands. The slave trade became a major source of income for the Europeans. It is reported that Badagry conveyed no fewer than 550,000 Africans slaves to America during the period of the American Independence in 1787. The exact number of people taken from Nigeria ... ...lation but also its composition† (2001). Migration could cause a numerical decrease and increase in the population of Nigeria. At the same time, people also move into Nigeria to explore the natural resources such as Zinc, Gold, Tin, Ignite, Oil and Gas etcetera. Nigeria is also free from natural disasters like hurricane, typhoon and so on. Nigeria has a lot tourist attractions, and offers job opportunities to people. This makes people move into Nigeria, and therefore brings an increase in the population growth of Nigeria. The current population of Nigeria is 173,611,131. The Migration, Immigration and Causes are some of the things that influences the population growth of Nigeria. Figure 1/Nigerian Current Population. Source: www.tradingeconomics.com As seen from the table, Nigeria’s current population is 13.61 million. Nigeria has a growing population.

The Narrative Structure of Wuthering Heights and Heart of Darkness Essa

The Narrative Structure of Wuthering Heights and Heart of Darkness      Ã‚  Ã‚   Wuthering Heights by Emily Bronte was first published in 1847, during the Victorian Era. Heart of Darkness by Joseph Conrad was first published as a complete novel in 1902, beginning what is referred to as the Modernist Era in literature. Each of these compelling stories is narrated by an uninvolved character who is quoting a story told to them by a character who actually participated in the story being told. There are both differences and similarities in these effective methods of narration that reflect the styles and expectations of those times.      In Bronte's Wuthering Heights, the character of Lockwood begins the tale, and then moves into recounting the oration of the history of Wuthering Heights and Thrushcross Grange as seen through the eyes of Nelly Dean. Lockwood's additions to the story are limited to the beginning of the novel and to the end, and to one occasion when he pleads with Nelly Dean, "Draw your knitting out of your pocket-that will do-now continue the history of Mr. Heathcliff, from where you left off, to the present day"(WH 70). Nelly Dean, who was an active participant in some of the episodes she tells of (but not all of them) tells the bulk of the story to the reader.    In Conrad's Heart of Darkness, an unnamed seaman is recounting a tale told to him by Captain Marlow. The unnamed narrator's appearance is interspersed throughout the story, reminding the reader that it is a story being told to a group of sailors. "I listened, I listened on the watch for the sentence, for the word, that would give me the clue to the faint uneasiness inspired by this narrative that seemed to shape itself without human lips in the he... ...the same type of narrative frame, each is indicative of the time when it was written.    Emily Bronte wrote Nelly Dean's narrative to fit with the times and the audience of 1847. Fifty-five years later Joseph Conrad began the Modernist Era with his narrative by Marlow, and captured the attention of a new audience. As things changed and time moved on, so did the audiences for British Literature.    Works Cited and Consulted Bressler, Charles E. Literary Criticism. New Jersey. Prentice Hall, 1999. Bronte, Emily.   Wuthering Heights.   W.W. Norton: New York, 1990. Conrad, Joseph. "Heart of Darkness" The Longman Anthology British Literature. Ed. David Damrosch. Longman. New York. 2000. 2190-2246. Damrosch, David, et al., ed.   The Longman Anthology of British Literature: Vol. B.   Compact ed.   New York: Longman - Addison Wesley Longman, 2000.

Slavery and the Atlantic Trade :: Slavery Essays

The demand for agricultural goods in European countries created the Atlantic Economy. Europeans wanted certain things that were too expensive if bought from Asia, one of the most important of these being sugar. Other important trading commodities were tobacco, cotton, rice, cacao and coffee. Slaves were the number one commodity for trading. The slave trade started when European shops sailed to African ports. Through this, Africans (captured to be slaves) were taken to the New World and Forced to work. Britain, France, the Dutch Republic, Spain and Portugal all participated in the slave trade. These European empires created an Atlantic economy in which slave trade was a major feature. These five countries came into contact with each other through the want and demand for slaves. Political and religious ideas became intermingled and developed within new environments. Plantation owners in the New World needed slaves for agricultural labor of their plantations. The slaves became disciplined and were forced to work in bad conditions for long hours at young ages in harsh temperatures. Slavery has been used throughout history but the African slave trade of the seventeenth and eighteenth century is the most brutish known to history. It was unique in three major ways. The amount of slaves being traded was tremendous. More than eleven million African slaves were â€Å"shipped† to the New World between 1519 and 1867. Of these eleven million, only 9.5 million reached the sure because of disease and extremely poor traveling accommodations. Also, during this time, whites had an attitude of supreme superiority over the black people. The third major feature was commercial character. The whole purpose was to give slave trades a profit and slave owners the free labor they desired. African slaves were viewed as property, they were not seen as equal to the whites. A good example of this is Captain Collingwood who compared the slaves to horses in court, they were seen as just property. The slave trade became a competition between the five major powers. Each country tried to create a monopoly over certain trade routes. Slavery and the Atlantic Trade :: Slavery Essays The demand for agricultural goods in European countries created the Atlantic Economy. Europeans wanted certain things that were too expensive if bought from Asia, one of the most important of these being sugar. Other important trading commodities were tobacco, cotton, rice, cacao and coffee. Slaves were the number one commodity for trading. The slave trade started when European shops sailed to African ports. Through this, Africans (captured to be slaves) were taken to the New World and Forced to work. Britain, France, the Dutch Republic, Spain and Portugal all participated in the slave trade. These European empires created an Atlantic economy in which slave trade was a major feature. These five countries came into contact with each other through the want and demand for slaves. Political and religious ideas became intermingled and developed within new environments. Plantation owners in the New World needed slaves for agricultural labor of their plantations. The slaves became disciplined and were forced to work in bad conditions for long hours at young ages in harsh temperatures. Slavery has been used throughout history but the African slave trade of the seventeenth and eighteenth century is the most brutish known to history. It was unique in three major ways. The amount of slaves being traded was tremendous. More than eleven million African slaves were â€Å"shipped† to the New World between 1519 and 1867. Of these eleven million, only 9.5 million reached the sure because of disease and extremely poor traveling accommodations. Also, during this time, whites had an attitude of supreme superiority over the black people. The third major feature was commercial character. The whole purpose was to give slave trades a profit and slave owners the free labor they desired. African slaves were viewed as property, they were not seen as equal to the whites. A good example of this is Captain Collingwood who compared the slaves to horses in court, they were seen as just property. The slave trade became a competition between the five major powers. Each country tried to create a monopoly over certain trade routes.

Reading books which are related to real events Essay

Reading books which are related to real events, real people, and established facts brings about more knowledge, information and news. It is beneficial to learn how the knowledge is available. People have to read these books for studying, research, improving their brainstorm, or being about their career fields. However, reading other books leads people to get advantage as well. In my opinion, I strongly disagree with this idea. I am going to explain my reasons. Firstly, there are various kinds of books that are useful for enhancing thinking strength. It is not only text books but also fictional books such as detective fictions. For instance, Conan, which is regarded as a Japanese criminal-issued investigation comic, is widespread reading of both children and adults in Thailand. It may help readers to stimulate their powerful thought. If they observe and analyze scenario, they may find something that seems wrong in scenes so as to find out who is the criminal. Besides, the strategy planning books are also advantage to people’s thinking. These books describe how the way to success is and influence them to attempt to get their aim. Secondly, some kinds of books make people relax and entertain. People have to do their work or responsibilities almost every day and it may be hard and stressful to do well. They sometimes need the funny books such as novels or comics that help them to release their tension and cause their amusement and enjoyment although these books are less benefit to gain knowledge. Additionally, reading only a real event or fact book may have effect on children to be extremely bored and they should be deemed reading fictional books necessary in order that they will not neglect and will be interested in reading books upholding their imaginations. They should not be restricted reading only at text books. There are many other books which can be used as materials for students beyond the class of study. It gives rise to be creative and encourage their literacy. To illustrate, Harry Potter, which is a fantasy novel, has a great number of alphabet and seven series so far, but there have been a lot of children from all over the places reading this novel. Moreover, some of the readers use their free time for writing  fan-fictions of Harry Potter, which are stories coming from their imaginations on the other side of the main story. In conclusion, Reading books that are about not only real people, real events and established facts is more significant for people to improve their thinking power, to relax and entertain themselves in their leisure time. Furthermore, it is essential for children to arouse their imaginations, writing and reading abilities.