The Inauguration Of Our New Commander - 1276 Words

As we draw closer to the inauguration of our new Commander in Chief, one cannot help but evoke memories of the turbulent and tumultuous process of deciding who the next elected official to hold the highest job position in our nation would be. There was great dissent across the country which spawned into hateful rhetoric spewed by elitist hate groups, perpetuated even further through news outlets and social media. A bombardment of negative images and stories revolving around walls, kneeling for the national anthem, interracial violence, deportation, and segregation. All examples of issues that tear at the fabric of the patchwork quilt that truly made America great. For what is America if not a melting pot? No stew, sauce, gravy, or soup†¦show more content†¦The 54th Massachusetts Infantry regiment was activated in 1863. Colonel Robert Gould Shaw commanded the all African American regiment many of whom were former slaves into battle during the Civil War. Sergeant William H. Carney a member of the 54th Massachusetts Infantry regiment and a former slave became the first African American Soldier to be awarded the Medal of Honor. The first Chinese American to be promoted to the rank of General in the United States Army was John L. Fugh in 1984. General Fugh served in the Vietnam War as wall the Persian Gulf War. Japanese American Eric Shinseki was the first four-star General in the US Army and also served as the Chief of Staff for the army from 1999 to 2003. In 1942 the 1st Filipino Infantry regiment was activated. Asian-Americans and Pacific Islanders have fought in many of the major US conflicts throughout history including World War I and II, Vietnam, and the Gulf War. Private Jose B. Nisperos, Private Miko Hasemoto, Private Shizuya Hayashi, Sergeant Jose Calugas, Staff Sergeant Rudolph B. Davila, are just a few Asian Americans and Pacific Islanders that have been awarded the Medal of Honor for their extraordinary heroism in action. In 1976 Richard E. Cavazos became the first Hispanic American to be promoted to the rank of General. In 1982 General Cavazos made military historyShow MoreRelatedInauguration Speech Essay1131 Words   |  5 PagesStates of America are found in the corners of history. The inaugural speeches of Barack Obama and John F. Kennedy are given after reciting the oath of office as newly elected leaders of the country in the case of Kennedy and a second inauguration for the current commander-of-chief. The inaugural speeches of John F. Kennedy and Barack Obama are part of world history knowing that the United States of America is still the most powerful and influential nation in the world. Their voices in the inauguralRead MoreWhy Become A Member Of The AGCRA?995 Words   |  4 PagesVollrath Human Resources for Excellence Program. As a new government employee, I required guidance and sought it from our Corps. 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Kennedy Inaugural Address1532 Words   |  7 Pagesduring a ceremony which informs the people of his or her intentions as a leader. In this case it would be a presidential address by the United States 35th president John F. Kennedy. Every Inaugural address is a big event especially when it’s our nation’s commander and chief speaking to the nation. But January 20, 1961 was a day like no other. As twenty thousand people huddled together in the cold to witness this moment. I am sure no one expected much more than a nice quaint speech from Kennedy. The

A Brief Recount of the Yom-Kippur War Essay - 1311 Words

The October War of 1973 also known as the Yom-Kippur War was one of the wars we often overlook when we dive into the historical events that took place in history. The growing tensions between Israel and Egypt led to the surprise attack by Egypt on Israel. It was particularly interesting due to the fact that both sides claim to have won the War. The Yom-Kippur War received its name based on the fact that it occurred on the holiest day of prayer and fasting in the Jewish holiday 1. The October War of 1973 was a result of the Arabs frustration towards Israel for not relinquishing the territories it had acquired during the Six Day War of 1967. In other words, Israel’s victory in the six-day war resulted in the Arabs retaliation in the†¦show more content†¦This alliance they formed would later help them in gaining back those territories. Egypt started this war under President Anwar Sadat and launched an attack across the Suez Canal on the Israeli’s along with thei r new found ally Syria 6. By attacking on the Israeli’s holiest day, it gave the Arabs the element of surprise as they were able to attack while Israel’s defenses were down. The combined forces of Egypt and Syria proved to be overwhelming as Israel was attacked on two fronts. Israel’s defenses were particularly weak as they only had 150 tanks to combat Syria’s 1400 tanks on the Golan Heights and across the Suez region they had just 500 soldiers to combat Egypt’s 80,000 7. Israel failed miserably in trying to combat the Egyptians on the Suez Canal and the Syrians at the Golan Heights8. Egypt and Syria’s strategy to divide the military power of Israel proved temporarily successful since they were able to force Israel to retreat from the territories that were under occupation. Although the Egyptians were able to force Commander Avraham Adan to fall back, their own military was contained in the east bank of the Suez Canal8. Meanwhile on the other front, the Syrian army was able to reoccupy Qunaytirah, a territory within the Golan Heights, an area that was under Israeli occupation as a result of the Six-Day War 9. The difference in military strength was massive; The men of Jerusalem Brigade, regarded dismissively as

A Narrow Fellow in the Grass †1 Free Essays

â€Å"A Narrow Fellow in the Grass† By Emily Dickinson. â€Å"A Narrow Fellow in the Grass† Is believed to have been written in 1865. About a year later it was published under the title â€Å"The Snake† by a journal called Springfield Republican. We will write a custom essay sample on A Narrow Fellow in the Grass – 1 or any similar topic only for you Order Now This poem express nature’s infamous creatures, the snake. The poem is built around what appears to be and what is. This poem is meant to be read aloud and appreciated for it’s precision. Some would say â€Å"A Narrow Fellow in the Grass† is perhaps the most nearly perfect poem addressing nature. Also this poem itself has received a great deal of critical attention. In the opening lines, Dickinson cleverly states the subject of the poem, a snake. She makes the snake sound harmless. The term â€Å"narrow Fellow† is a nice form of colloquial language â€Å"narrow† meaning small, and â€Å"fellow† being a familiar term for boy or man. The choice of words she uses is also interesting like the word â€Å"rides† sounds like â€Å"glides†. It gives the impression that the snake is being carried, or that it is floating about. The words could also say torment, harass, of tease which would fit the snake’s sly tempter. Also the snake seems to take people by surprise. Lines five through eight describes the way a snake moves through tall grass. The grass is compared to hair and the snake is compared to a comb. The snake is quick, long, slender, and marked with spots. The snake slanders along in a ghost like manner. In the lines following nine through twelve the snake likes wet and mushy land. The corns dry environment is not suitable for the snakes wet environment therefore a snake will not be found in a corn field. The speaker mentions that he is barefoot in a childhood encounter, which the thought of a snake slithering across a humans bare skin makes many people cringe. The word â€Å"barefoot† makes the speaker seem even more vulnerable to the snake’s potential threat. In lines thirteen through sixteen the speaker continues to talk about his childhood encounter and he sees something that seems to be a whip-lash. He bends down to pick up the â€Å"whip† just to find that it is slithering away. Oddly, the definition of â€Å"wrinkle† is â€Å"a clever trick†. In these lines he was tricked by the snake for it was not what it appeared to be. The image of a snake â€Å"wrinkling† suggests the snake was frightened by the approach of the speaker. Also, in lines seventeen through twenty the speaker claims to have a connection to the outdoors and its animals. He feels close to these creatures and he describes this connection as a â€Å"transport† In lines twenty one through twenty four the speaker describes the feeling of an encounter with a snake as a moment of shock and fear. He mentions on how he had tighter breathing from the panic. Most people who has encountered with a snake has felt the fear and the panic. In the final line he describes the feeling with the metaphor â€Å"zero at the bone† referring to the bone chilling terror. The end suggest that the snake which is referred as harmless might possible be deceptive. The speaker, which suggest that he loves all animals, cannot love dangerous trickster the snake in the grass. The speaker reacts to the snake as if it were a living terror of the unknown, for it is both chilling and startling. Dickinson wrote several â€Å"riddle† type poems, where she uses metaphor to compare her subject to something, without letting you know. Each stanza has â€Å"clues† in the form of imagery, pictures such as the grass â€Å"as a comb†. â€Å"A Narrow Fellow in the Grass† is written in six quatrains, or stanzas of four lines each, rhyming only in the second and fourth lines. Most of the rhythms are iambic, meaning the poem has regularly recurring segments, in which the first syllable is unstressed and the second is stressed. â€Å"A Narrow Fellow in the Grass† can be interpreted on several levels. It could be read as just a description of the snake. Also Dickinson’s imagery can be read as sexually nuanced. Dickinson’s poetic technique is very much an art form she worked hard to refine and hone. The readers today can gain so much from Dickinson poems and her technique. She leaves so much unsaid, and yet, says so much with so little. Dickinson uses the device of sound throughout this poem; hearing this poem is as important as seeing the words. Dickinson creates both a visual and an auditory image of the snake with her language. How to cite A Narrow Fellow in the Grass – 1, Essay examples

Happy Meal free essay sample

Write a press release for Mc Donald’s in response to the decision by San Fransisco city authorities ban MC Donald’s from giving toys with Happy Meals unless thes improve the nutritional content of the food. The Happy Meal has been created in 1979. But now, the San Fransisco authorities want to avoid Mc Donald to put toys in the box for children. Nobody can deny that the food from Mc Donnald’s is good for people, however, forbide to the company to put toys in his happy meals is not necessary. Inded it will be a probleme for the company, not because it’s a way to addict children to the foods, because there is lot of poeple who are working for this toys. If the the toys are forbidden, it’s more than 1,000 people who will lost their job. It’s also weird to do that, because, lot of poeple tell that the food is dangerous for health, some of them are parents, and it doesn’t avoid them to bring their own child in a Mc Donald’s restaurant. We will write a custom essay sample on Happy Meal or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page The happy meals target the young people who have less than 10 years. Those young people are completely depending on parents. Without parents, any happy meal will be sold anymore ! Mc donald’s is not guilty if some young people are â€Å"addict to the junk food†, it’s because of the parents who bring them in the fast food. Also, San Fransisco may have to prefer spending money to make prevention for parents about the junk food than to forbid Mc Donald giving presents to children. The choice for the parents to give what they want to their children is called liberty, but being prevented cannot be a bad thing for these families.

Personal and Professional Goals Essay Example

Personal and Professional Goals Essay Personal and Professional Goals Andreea Pop University Of Phoenix HCS/301 February 07, 2011 Personal and Professional Goals Over the last couple of years I have been contemplating over the direction of my life, and finally decided it is time to assume more control over it. That is way I decided to return to school in order to earn my BSN. This paper will address the decisions that I will be making, the strategies I will use, and the milestones I will accomplish during my journey through the BSN at UOP, as well as in life. Once I had my personal and professional goals in mind, I was able to select the degree that was most likely to help me achieve my goals. I would like to start by saying that achieving my BSN is a short-term professional goal, and in order to reach my goal will be necessary to develop a plan of action that will facilitate the process of reaching my objectives. † According to Lazarus and Folkom (1984), adjustment to life events is mediated by the individual processes of cognitive appraisal and copying behavior†(Gall, Evans, Bellerose, 2000, p. 45). The authors believe that the living environment, familial relationships and the social support influence the copying behaviors of a student. In order to be able to adjust to the university’s requirements, one has to learn how to balance family, work and school, all at the same time. It is important to understand that sacrificing family time, recreational time and at some point work, will be a part of the overall effort. T his also leads to my short-term personal goal, which is to be able to pay for my tuition without gaining any debt. We will write a custom essay sample on Personal and Professional Goals specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Personal and Professional Goals specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Personal and Professional Goals specifically for you FOR ONLY $16.38 $13.9/page Hire Writer I am aware that I can only achieve this goal by working full time hours while in school. Although I have accomplished so many short-term goals in life, I am fully aware that my long-term goal will take a long time and will be the most challenging for me. To become a CRNA is not a simple thing to do because it requires a lot of hard work. I am also aware how difficult it is to get into the program, so my goal is to be an outstanding student, and finish each course with at least grade B. In addition, would have to work my way through acquiring at least 1000 hours in ICU and try to be the best at what I do. In the meantime, being able to accomplish my short –term professional goal, will help me facilitate other goals in my professional sector. A BSN will equip me with the necessary credentials required to seek a position in management in the Kaiser Health Care system. My personal long-term goal would be to live a healthy lifestyle, by eating healthy and staying physically active. † Nurses want to give their best to patients, but if they don’t look after themselves, how can they care effectively for patients? †(Kay, 1999, p. 49). Referring to what Kay stated, no matter what we are planning for, in order to be able to care for others it is important to maintain our health. My plan is to get at least 7-8 hours of sleep daily, exercise 30-60 minutes at least 3 times a week, eat at least 5 servings of fruits and veggies daily and spend quality time with family and friends. All these will contribute tremendously to my healthy living. All these goals can only be accomplished through hard work, perseverance and effort. What would be the necessary tools that I can use in order to be able to accomplish all my goals? Effective communication has become recognized in recent years as being essential to successful organizational operation and management†(Hawkins, 1981, p. 172). Being able to communicate effectively with my professors, peers and patients will enable me to engage in meaningful conversations. Other skills that will be necessary as I progress through the nursing program include: ability to conduct resear ch utilizing the UOP database, ability to read and write following the UOP guidelines and, ability to work effectively in a group. In order to accomplish my goals, the milestones that I must encounter along the way will include successful completion of all courses with at least grade B, and continuous employment as a full time nurse. The long-term milestone would be to become a CRNA and retire as a successful professional in 30 years. The effort made over the next few years will give my family and myself a much better life later on. Of course no milestone can be achieved without encountering barriers along the way. The only barrier that might posses a problem would be not to be able to balance work and school in the same time. In order for me to be able to pay for school without the use of any loans, would be to work full time hours. Partial tuition reimbursement and having a flexible schedule, as well as my ability to adapt to situations will help me minimize this aspect, and help me succeed in reaching my goals. It is difficult enough to manage time while being a student, however, it is more challenging when being a working student. My goal is to finish the program in the shortest time, paying the least amount of money and get accepted into the CRNA program. I am recognizing the need to become more organized, and learn how to set up priorities in order to manage my time more effectively; school should be first on the list followed by family and work. From my past experiences I have learned it is important to plan for the unexpected. Often, things that are not expected come up; therefore, it is important to leave some room in my calendar to be able to move things around when needed. Having so much to do, it is better to write everything down in order to be able to remember what comes next. All of the above are a contribution to strong time management skills. In conclusion, no personal or professional, goal as long as it is realistic, is too great to be accomplished. As long as one has the desire, patience, will and the necessary resources, no goal should be out of reach. All these goals are important for every human being; without them we cannot live fulfilling lives. My motto is:† Set a goal, work hard to achieve it and you will be on your way to success! † References Gall, T. L. , Evans, D. R. , Bellerose, S. (2000). Transition to first year university: Patterns of change in adjustment across life domains and time. Journal of social and clinical psychology, (19), 544-567. Retrieved  from  http://search. proquest. com. ezproxy. apollolibrary. com/docview/848880415? accountid=35812 Hawkins, B. L. (1981). Communication skills in the organization. The academy of management review (pre-1986), (6), 2. Retrieved  from  http://search. proquest. com. ezproxy. apollolibrary. com/docview/230017130? accountid=35812 Kay, J. (1999, January 20- January 26). Health promotion: Ensuring the health of the nurse. Nursing standard, (13), 5. Retrieved  from  http://search. proquest. com. ezproxy. apollolibrary. com/docview/219826745? accountid=35812

An Inspector Calls - Differences And Comparisons O Essays - Theatre

An Inspector Calls - Differences And Comparisons O Essays - Theatre An Inspector Calls - Differences And Comparisons Of Arthur B. And Sheila B. An Inspector Calls by JB Priestly Differences & Comparisons between Mr B. and Sheila Arthur Burling is the main man in the Burling family, and seems to control it, i.e. whatever he says - goes! The play is set in an imaginary town called Brumley, somewhere in the North of England. Mr. Burling has a selfish attitude towards life, and also an attitude to only care for himself and family, and basically forget everybody else, in fact, this is exactly what he tells a speech on at the celebration of Sheilas and Geralds engagement, ... a man has to look after himself - and his family too, of course... which gives the impression of the selfishness, and also greed. Another example of this is when he tells a speech about how it is the best day of his life, Gerald, Im going to tell you frankly, without any pretenses, that your engagement with Sheila means a lot to me. Shell make you happy, and Im sure youll make her happy. Your just the type of son-in-law I wanted... makes people think whether he wants them to get married for themselves, or for him, and whether it means a lot to him sentimentally, or a lot to him in the business world. Burlings first priority is to make money, Its my duty to keep labour cost down and is also a social climber, and Sheila is engaged to the son of his friendly rival, which is why it could mean a lot to him in the business world because Geralds father is in a higher class than the Burling family. We can see that he is a man that tries to make everything better by using his money, Look inspector, Id give thousands.... I think this may be a domineering attitude, because he wants to dominate people, and do all he can to do it, which reflects on how he treats his employees. In his factory, there is certain employees which ask for a pay rise, but Burling refuses to pay more than the going rate. Burling can afford the pay rise, but returns by sacking one member of the strike pack, Eva/Daisy Smith. After this, Burling was blamed for starting the domino effect of Eva/Daisys suicide, but refuses to accept the blame. Appearance plays a big part of Burling as well. How he looks is very important to him indeed in the respect that he always has to look posh and always dresses cleanly and smart. I think he does this not because he always want to be clean and smart, but to keep a good reputation with other high class people, and not to make them think that he is any lower than themselves. When the inspector asks questions to/about his family, he tries to protect his reputation by acting the innocent to the questions, even though we know, that he knows the answers to the questions, but wont tell them, to protect his reputation (hard to explain!!). Burling cannot see the consequences of neither his, nor his familys actions. We know this because Burling makes comments which seem ridiculous to us now, in the 90s and the year 2000. Things like the Titanic being unsinkable and that European nor World war would never happen. According to Burling, war will never happen because in his eyes, it would affect business, but Burling does not stop to think that people may care more about things other than business, which is why he cannot see the consequences of his own actions and is also another example of the selfishness within him. Burling hates stealing. When Eric (Burlings son) steals 50 from Burliness office, he cares about nothing more than that he stole from him, and the amount he stole (because 50 was quite a bit of money in 1912), and Burling wasnt really concerned why Eric stole the money. Burling then exclaims, You dammed fool - why didnt you come to me when you found yourself in this mess?. Erics reply indicates that Mr. Burling was never close to his son, Because youre not the kind of chap a man could turn to when hes in trouble. Such a response indicates that things arent going to improve much after the play ends, and also indicates that there may be a bad family relationship. Sheila is Mr. Burling and Mrs. Burlings daughter, and is engaged to Gerald, Burlings rival. Sheila has a totally different attitude to Burling, and we see this emphasized as the play progresses. She is very happy with life at the beginning of the play, young, and

The Welfare State in the United Kingdom Essay Example | Topics and Well Written Essays - 1000 words

The Welfare State in the United Kingdom - Essay Example The Labour government implemented a comprehensive welfare system in the United Kingdom. This effort was mainly concentrated in the period 1945 to 1951. In the year 1948, the National Health Service or the NHS Act 1946 was enacted. This act was instrumental in introducing a publicly administered health care system in the UK (Weisser & Kishlansky, 2007). Since 1979, the UK government was remarkably reluctant to allocate funds for welfare measures. This resulted in the poor performance of welfare programmes. However, the voluntary organizations came to the rescue and have enabled these programmes to run effectively. Nevertheless, the projected targets could not be reached, which resulted in the improper distribution of resources. As a result, the people belonging to the middle classes could not receive proper welfare and education (Welfare state , 2006). The New Labour government modified welfare to make it compatible with the market forces. This government has been very successful in m ustering the work force. It has increased the employment opportunities for women employees. At the same time it has managed to drastically bring down the poverty level. Nevertheless, it has faced major problems, with regard to the private welfare providers. The New Labour has found it quite difficult to either control or motivate these welfare providers. It has also met with mixed success in respect of achieving the market goals, ensuring sufficient income for everyone and providing adequate motivation.

Love Office of Community Oriented Policing Services Essay

Love Office of Community Oriented Policing Services - Essay Example The police officers will regularly tour the schools to spot bullies and victims. Upon finding a bully incident, the police officers can immediately arrest the bullies and drag them to jail for the filing of the appropriate charges. However, schools follow traditional norms of hiring the security guards to handle the school’s anti-bullying efforts. The guards arrest students who bully the teachers, administrators, school employees, and students. In addition, Scott Berinato (2007) emphasized the school guards can reduce the 27 percent K-12 bullying statistics in United States schools. The police will enter the bullying scene when requested by school authorities, students, parents, and other affected persons. Police records show that the current bullying scene includes 27 percent of K -12 students classified as bullying victims. The bullying statistics includes 8 percent of teachers being threatened by bullies in elementary and secondary schools. Specifically, the school administ ration of New England School refused to allow the police to have access to the controls of the school cameras. The police wanted full control in order to take full charge in case a school shooting incident or illegal activity. However, the police were only allowed to view the camera’s films of the school shooting incident. ... 12 defined policing as â€Å"a philosophy that promotes organizational strategies, which support the systematic use of partnerships and problem-solving techniques, to proactively address the immediate conditions that give rise to public safety issues such as crime, social disorder, and fear of crime.† Consequently, the police must encourage the school administration to do its share to effectively prevent or reduce the bullying statistics within the school’s premises. Furthermore, the above police department article Bullying in Schools (Sampson, 2009) states that bullying is composed of two components, repeated harmful acts and imbalance of power. It involves repeated physical, verbal, or psychological attacks or intimidation directed against a victim who cannot properly defend him or herself due to the assailants’ size or strength, or the victim is outnumbered or psychologically resilient. European and Scandinavian studies show that bullies are aggressive, domina nt, and slightly below average intelligence and reading ability. Additional research shows bullies compensate their poor social skills with bullying strategies. Bully victims are generally smaller and weaker than the school bullies. In addition, Anne Garrett (2003) reported accused 2007 shooter, Andy Williams, was a constant victim or target of California’s Santana High School’s bullies. Williams shot the students who bullied him. Several years after the Williams shooting spree, a study showed that one half of Santana High School students did not feel safe inside the school’s premises. In addition, one third of the students of Santana High School reported they were victims of the school bullies’ constant verbal abuses. In addition, 17 percent of same

Contemporary Issues in Financial Services Essay

Contemporary Issues in Financial Services - Essay Example These factors can be consumed in the present time or utilized with an aim of producing in the future. Economic activity is taken as real because real resources are utilized to come up with new products that can be bought and used. On the other hand, the financial system mainly focuses on either circulating funds around to enable people buy goods and services or assist people exchange ownership of resources vital for production purposes. It is worth mentioning that activities of the real economy are vital for human survival. The real economy is responsible for the production of consumer goods, food, lighting, heating, and entertainment to mention but a few (Mankiw 2008, p.162). The role of the financial system is to facilitate the production of such goods by ensuring that funds are available when needed. Therefore, the structure of the financial system comes to the fore since it would offer alternative financing windows. These institutions provide an avenue through which large or smal l manufacturing sectors can access finance, which would boost production. The role undertaken by the financial system in coordinating economic activities, which includes the cost of finance, profitable investment outlets, and availability of investment funds, has a direct relationship with the structure of the financial system. ... However, it appears that most economists are in agreement that a link exists between the financial system and the real economy (Burton & Brown 2009, p317). The structure and role of the financial system The financial system is made of financial institutions and financial markets. Examples of the financial institutions include the banking system (banking institutions and the central bank), and non-bank financial institutions (insurance and pension funds). The financial markets are made of foreign exchange markets and money markets, capital markets, which include bond markets, private debt securities, public debt securities, and equity markets, and the derivatives markets. The current literature work has not fully addressed the issue of the role and structure of the financial system essential in facilitating and sustaining growth. There are two general agreements in relation to the role and structure of financial systems; first, countries with good working banks and financial markets c an increase their growth pace. Secondly, better functioning financial systems reduce the burden on external financing, which hinder firm and industrial expansion (Mordi 2010, p.8). Role played by the financial sector in the economy A crucial role that the financial sector plays within an economy in the facilitation of growth is the reduction of enforcement, information, and transaction costs. This function is achieved through a number of unique functions performed by the financial sector. Therefore, the financial sector has some basic functions that include provision of efficient modes of payment for the whole economy, and intermediary between lenders and borrowers. The

Marketing Communications Plan To Launch A New Brand Marketing Essay

Marketing Communications Plan To Launch A New Brand Marketing Essay DESCRIPTION Hydra is to be launched as a premium brand for still unflavored and flavored water. It would be available in two sizes of 750ml and 330 ml each. The bigger bottle is to be made available in sports pack and the smaller in a screw cap. Along with unflavored water, Hydra offers four water plus flavors which are orange n cherry, ginger n lemon, mint n herbs and just grape. The flavored bottles would be available as Hydra! to differentiate them from unflavored. COMPETITION ANALYSIS The bottled water industry is essentially a part of the soft drinks sector which also includes carbonated drinks, still drinks, juices and other dilatable; representing a total customer value worth  £219 billion (Leijh, 2006). The image of carbonates, the biggest player of this sector, has been on a decline due to growing health concerns and the manufactures consequently try to reinvent their offerings in order to attract the consumers. Thus the traditional boundaries between carbonated drinks, water and juices and being dropped as newer blends hit the shelves every day. The competition therefore in this industry is immense and proactive. Offerings in the market which provide the value of quenching thirst must be regarded as indirect competition. These will include carbonated drinks, juices, milk, energy drinks, still drinks and even sparkling water; across all flavors. Some of the indirect competitors identified are Pepsi, Coca Cola, Dr. Pepper, Britvic, Cresta, Tango, Sunkist, Lucozade, Tropicana, Nesquik and Scheweppes Tonic. The direct competition comes from other bottled water brands which target the same market as Hydra. These brands provide almost the same value that is, still unflavored and flavored water to the same market segments. The brands identified as direct competition for further analysis are Vittel and Aqua Pura. The Vittel brand belongs to the Perrier family owned by Nestle while Aqua Pura is an own label production from Well Well. Both these brands offer still flavored and unflavored water. MARKET SEGMENTATION The bottled water market in the UK posted strong positive growth and total value of  £ 1.4 billion in 2007 (Data Monitor Industry Profile, 2008). The volume of sales has also been constantly increasing at a compound annual growth rate of 5.7% from 2 billion liters in 2003 to 2.5 billion in 2007. Data monitor study also reveals that still unflavored water consists of 48.4% of total sales in this industry and still unflavored consists of 12.2%. A study of 24000 samples by Livingstone (2004) reemphasizes the large number of still water drinkers over sparkling. Figure 1 shows the dominance of still water in this market. Figure : Changing youth drinking habits Figure : Dominance of Still waterThe youth market segment in this industry has also been increasing in importance for the brands. Livingstone (2004) charts an almost 20% increase in use of bottled water in 11-19 years old over 1997 to 2004. This is shown in Figure 2. The communication strategies of the brands also reflect responding to this. Nestle Waters launched Vittel Red, aimed at young men and women through an edgy branding approach (Haymarket Publication, 2006). Aqua Puras Activa and Revive are two sub brands aimed at targeting the youth. Salazar (2007) states how demographics affect the usage of bottled water across UK. Women constitute the majority of bottled water drinkers. Around 45% of 18 to 34 year old women and 44.6% of 35 to 54 year old women consume bottled water. Mens percentages of the 18 34 age groups drank 35.3% and those in the age group from 35 to 54 consumed 34.5%. In addition, according to WQA surveys (cited in Salazar, 2007), some 47% of 18 to 34 year olds do not think that their water is safe; therefore 41.4% of them consume bottled water regularly. TARGET MARKETING In the value exchange approach to marketing, Gabbott (2004), states that the brand should identify target segments based on the meaning and viability of the product for the target. Targeting includes identifying specific group of consumers with similar preferences for whom the product is most meaningful and appropriate. This analysis identifies three target segments for the bottled water brands in study. Sports Active Both Aqua Pura and Vittel have sports cap available and are leading sponsors of sporting events. While Aqua Pura sponsors the UK Athletics and the great run programme; Vittel has been a sponsor of London marathon since the past 8 years. It would be interesting to note that Vittel even has marathon training and hydration tips from expert Jamie Baird on its web site. Vittel also launched a new drink Vittel +Energy with performance enhancing ingredients (refer to Figure 3) Go For It Guys/Girls Livingstone (2004) identifies lifestyle and fashion driven drinkers as Go-For-It target. These are active young males and females who are heavy internet users and fast food consumers. Both the brands provide sleek bottle options for this group. To target this group, Vittel operates as a lifestyle water option with edgy branding. Its David Bowie commercial was primarily targeted at this target group. Aqua Pura on the other hand attracts this group through its sub brands Activa and Revive. Figure : Vittel +energy Source: food manufacture(2003), ebsco publishingChildren Both the companies target children as one of the important target groups. With smaller bottles available which can fit into the school lunch boxes, to tie ups with Warner Bros and Looney Toones; Vittel strives to create a full fledging division for child consumers only. Aqua Puras Champions programme (Aqua Pura, 2008) is again a children specific programme through which it spreads the message of everyday healthy hydration along with the help of school teachers. MARKET POSITIONING To study the market positioning of the bottled water industry, it is essential to identify the broad values that the consumer demands and the values that are provided by the existing market players. The basic value demanded and supplied in this industry is that of quenching the thirst. As King (2002) points out, there has been a lot of weight placed on research and development to enhance this value supplied. Lots of research and marketing has been focused into development of water + options from vitamins to oxygen to new flavors being introduced. As the basic value is served by all the market players, differentiation is possible only through value additions and brand development. To develop a brand positioning map for this study, the brand appeal (premium, sophisticated urban, young) and the value differentiation (regular flavored) are chosen as the attributes. The positioning map thus developed is shown as Figure 4. URBAN TESCO VOLVIC VITTEL HYDRA FLAVORED REGULAR AQUAPURA HIGHLAND SPRING PERRIER SOPHISTICATED EVIAN FIGURE 4: MARKET POSITIONING MAP OF LEADING BRANDS MARKETING COMMUNICATIONS PLAN OBJECTIVES The objectives of this plan are identified below. To create brand awareness. The target market has to be made aware of the existence of the brand. This is to be achieved through a mix of both above and below the line activities. Seventy five percent of the target market is to be made aware over the time plan. To achieve market penetration. This is to be done through a combination of aggressive below the line and pricing strategies. Fifty percent of the target market is to be penetrated over the time plan. To create brand promotion. Hydra is to be promoted aggressively and to be established as an active and urban brand of bottled water. Establishment of Hydra! as a definitive sub-brand. TIME PLAN Exploratory Research 3 weeks Concept Development and Creative Idea 4 weeks Market Tests 1 week Integrated Communications Above-the-line Strategies 12 weeks Below -the-line Strategies 26 weeks Exploratory Research Focus group interviews to be for product development and buyer behavior research. Concept Development and Creative Idea The brands communication concepts are developed internally, media planning and budgeting is carried out. External services are hired to create communications. Market Tests Tests are carried to check the response, validity and effects of communications designed. Integrated Communications Validated communications are issued through above-the-line and below-the line. Monitor and Evaluation The feedbacks generated by the communications are to be monitored consistently. Evaluation of the plan is to be done constantly and tight control is to be maintained. TARGET SEGMENTS The broad target market for this brand is everyone who wants to quench its thirst. But through the segmentation process, a few segments have been identified to which to which this communication plan is to be targeted. These are identified below Young urban professionals. Below 35 years of age, city dwellers male or female. Sports enthusiasts. Children from the age 8-16 Age group 16-22. Market influence leaders Through behavioral segmentation, target segments identified include Experiences, Innovators and Early Adopters. ABOVE-THE-LINE STRATEGIES The brand Hydra will be launched through an aggressive above-the-line communications campaign. A strong pull and profile strategy is to be realized through above-the-line. The advertisements to be used for the campaign must be first used to introduce and recall the brand, differentiate it from the competition, inform the consumers of the values in exchange and persuade their buying decision. Media Planning Keeping in mind the huge size of target audience and relative concentration in certain centers, the media to be used to deliver the communications has been decided. It is only after this that communications are developed to be broadcast through these sources. The media selected for Above-the-line communications are Television, Print, Outdoor, In Store, and Internet. Television Television is the most common medium for mass advertising. For Hydras launch two TV commercials are to be created. It is aimed to promote Hydra as an individualistic, stylized and aspirational sports and lifestyle brand through these commercials. The first TV ad should kick start the campaign and to be followed by other mediums. The second TV ad is to be launched after two weeks of the first commercial. Spots to be bought include lifestyle and sports channels at prime time and evening. Print The print campaign for Hydra will begin simultaneously with the television commercial appearing. The print ads will be complementary to the message of the television ads. The print media to be used is newspapers (The Sun, Guardian) magazines (Mens Health, Womens Health, OK!) and tabloids (Daily Mirror, The London paper). Full back page advertisements in daily tabloids twice a week for first four weeks and medium sized ads three days a week thereafter, are to be placed. Medium sized advertisements in newspapers are to be placed five days a week for the first two weeks; each day for a new flavor (regular plus four). The burst at the launch is to be followed by two ads a week. The magazines ad is to be accompanied with a reader competition as well. Outdoor and In Store Banners, logo and ads are to be placed in public transport systems, high streets, shopping centers and inside the store at points of sale. Internet Internet is to be very strategically used in order to communicate with the target. The market influencers of the World Wide Web are to be targeted through community web sites, blogs, interactive gaming and social networking sites. The web site of Hydra is to include an interactive game where the player would need to keep his level of Hydra high. The game would also be linked to facebook as one of its applications. Video blogging and YouTube channels are also to be used to promote the brand. Hydra ads on the internet would be seen in portals, news and lifestyle sites. BELOW-THE-LINE STRATEGIES It is imperative too design relevant below-the-line communication strategies for the success of the launch of Hydra. Below-the-line communications of Hydra would be a mix of pull and push strategies. These are to be carried over a period of 26 weeks and then reassessed. Sales promotion, organizing and sponsoring events, effective public relations, effective distribution and personal selling are effective techniques used. Sales Promotion In the initial period of launch, sales promotion activities are essential. The aim of aggressive sales promotion would be to make the target market try the product. It is planned that discount coupons offering fifty percent discount to be accompanied in the print ads. It is also planned to have discount coupons for every individual flavor on different days. This would help promote each flavor equally. Different discounts are also planned for department stores and convenience stores. Also, bulk buys in six packs would attract discounts. Through sales promotion, Hydra is to be pushed to the consumers. Events The profile strategy calls for sponsoring events as it helps establish and sustain the brand. It is worthwhile to sponsor only if the brand identifies with the event. With Hydra being an active lifestyle and sports brand, sponsorships of sports and other events would come naturally. It is planned to start with sponsoring corporate sports meets and move on to sponsor international sporting events and other events such as a music festival. Sponsorships and events are a part of the pull strategy. Public Relations Effective PR has to be maintained while launching the brand. It would require liaisons with different press and news agencies. News releases for the brand should be prominently featured. The influence leaders of the society need to be targeted. Print articles regarding health, hydration and fitness are to be released in different publications. Personal Selling The largest buyers of the bottled water industry are the departmental stores. Water is also sold through other merchandisers, convenience stores, news agents, tobacconists, some restaurants, kiosks and vending machines. Personal selling is required to effectively create and maintain strategic relationship with the channels. It is a classic part of the push strategy. Although the sales person would not be selling directly to the end user, its job would be all the more important as it would be dealing in larger quantities with larger parties. INTERNATIONAL LAUNCH LOCATION After the launch of Hydra in the United Kingdom, it is to be launched in the international market as well. It would be done after closely monitoring the performance of the brand in the UK. To launch the brand internationally, the first step is to decide on the new market. Hydra would look to venture into different European markets keeping in mind the proximity to the UK, geographically and culturally. It would look forward to launch the brand in Ireland and France first and then expand to Germany, Spain and Poland. OBJECTIVE After establishing the brand in the UK, the objective of Hydra would be to repeat its local success in the international market as well. In the Irish and the French markets, Hydra would still be an unknown entity. Therefore the first objective is to introduce the brand and create brand awareness. The second objective is to establish Hydra and Hydra! as lifestyle brands. Overall the objective is to culturally fit in the new market. STRATEGIES Ireland and France have been chosen as markets for international launch because they do not differ much from the UK in terms of culture. In terms of market segmentation, the target segments for Hydra are the same as that in UK and so will be the positioning of the brand. Therefore it is planned to go forward with the same communications plan tuned out with local language.

Resistance, Infections, and Defenses of Streptococcus pyogenes Essay

Resistance, Infections, and Defenses of Streptococcus pyogenes Streptococcus pyogenes was the bacteria that used to be the cause of numerous cases of human sicknesses and deaths. As our technology evolved and advanced, our perspective and understanding of this bacteria grew to a point that it is no longer a huge threat. The once blurry details became so clear that it came to the point of which we can identify, locate, and treat the bug accurately. After those many years of dedication and research, we finally saw exactly how the bacteria came about, entered our bodies, infected our cells, and tricked our immune system to attack itself. We also found out specific details on how the bacteria reproduce, survive in the wild, spread from host to host, and what drugs it was and is susceptible to. Streptococcus pyogenes (Todar, 2002) Streptococcus pyogenes is gram positive, facultative anaerobic, nonmotile coccus, typically 0.6-1.0 ÃŽ ¼m in diameter. The bacteria reproduce in chains and pairs. (Todar, 2002). It is also nonsporeforming and catalase-negative. Some older cultures may lose the gram positive identifications and occasionally there are â€Å"obligate anaerobes.† (Patterson, 2001). There are three different groups of streptococci: Beta-hemolysis which would result with clear surroundings on blood agar, Alpha-hemolysis which would result with red blood cells changing to a green appearance due to the reduction of hemoglobin in the red blood cells, and gamma-hemolytic which is not hemolytic. (Todar, 2002). To identify the bacteria, checking for hemolysis is not the best source of identification for streptococci because the age, species, and many other elements could affect the results. (Todar, 2002). Resistance, Infections, and†¦ 2 St... ...once hundred-percent fatal bacteria. There is no vaccine, but there is a cure. Sooner or later, our diagnostics and understanding of this great killer will come to the point that Streptococcus pyogenes is no longer a threat to our world. Bibliography Duckworth, D. Ph.D., Richard Crandall Ph.D. and Richard Rathe M.D. (1999, May). Streptococcal Infection*. University of Florida. July 29, 2005: http://medinfo.ufl.edu/year2/mmid/bms5300/bugs/strpyoge.html#AA2 Patterson, M. (2001, October). Streptococcus. The University of Texas Medical Branch. July 29, 2005: http://gsbs.utmb.edu/microbook/ch013.htm Todar, K. (2002, May). Streptococcus pyogenes. University of Wisconsin. July 29, 2005: http://www.bact.wisc.edu/Bact330/lecturespyo Fischetti Ph.D., V. (1995, June). The Streptococcus. The Rockfeller University. July 28, 2005: http://www.rockefeller.edu/vaf/strep.htm