The Pastoral Letter :: essays research papers

Religion PaperIn the pastoral letter, it decl ares that basic nicety demands the establishment of minimum levels of participation in the life of the human community for all persons. This small excerpt criticizes the church as well as smart set though. This Catholic Framework for Economic Life represents a fundamental challenge to a "winner takes all, every person for oneself" sparing ethic which leaves too many an(prenominal) behind. It seeks to shape the national debate rough how to balance our bud rifle without further burdening the poor. It offers a different set of values. I have read the Bishops pastoral letter, and I find myself feeling a little defensive and a little irritated at some of his principles. Some of his remarks criticize society and confuse me dearly. It is say in the pastoral letter that when a person is marginalized or not allowed to participate in something, it is a violation of their justice. The Bishop tells us that the framework is not about pol itical platforms or secular economic theories. Instead he says its about the poor people who have to scrap and fight for any sort of economic freedom in this world. These are the poor people who basically have to do the dirty work in this world and are the people who are taken for granted by the more wealthy people. My question is okay, what about them? Should we have to do absolutely everything ourselves so someone does not have to recognize in at night and clean up after us. Do working people have to take their own garbage out at night and vacuum their offices so someone does not have to clean up afterwards? This is in effect marginalizing the poor workers jobs and is violating their justice. It is a bold contradiction and one that confuses me. On the other hand, should we leave garbage everywhere so after hours people have lots of work and more jobs are then provided for people with limited skills and education? Should we pay higher wages and provide better benefits to the peop le who clean up after us? How much higher? Maybe they should make the same amount the normal working person makes. There are poor people who can get around this though. I remember a job a few years ago where a number of janitors at my summer job do more money than some of the actual teachers that were fairly new in the district.

Bioterrorism: The Medical Response and Treatment Essay examples -- Bio

Bioterrorism is the terrorist act of manipulating natural components to sabotage an enemy. It has been around for thousands of years, but in different forms. To scud a case in point, the article, History of Bioterrorism, states that the Assyrians poisoned the well of their enemies with rye ergot in the 6th Century B.C. More recent examples of bioterrorism include the splenic fever inhalation from received mail in 2001 (Office of The Surgeon General). Although these are only recorded acts, there is a whole other story to what should happen erstwhile a victim is diagnosed with any type of bioterrorism and what treatment they should undergo, if one exists. For example, the medical result and treatment are different for anthrax, smallpox and tularemia. The medical response and treatment depend on the severity of the case and the type of bioterrorism. There are many factors that play into how a situation should be handled. For a start, the initial approach to a bioterrorist scene dete rmines the outcome of the fatality of the situation. Also, the technique used to spread an infection is vital because it determines what method would be the best as a counter attack. For example, Robert Bourke states in his book Counter-Terrorism for Emergency Responders that, vapor release from nerve or blister agents will require greater isolation and downwind distances versus a liquid spill, (338). Another important factor to better the situation is distance and sleuthing devices. First emergency responders should keep their distance for their own safety detection devices . . . will help in determining presence of agents and assigning isolation and evacuation distances, (338). Bourke notes that, the best method of detection for fir... ...orks Cited Burke, Robert. Counter-Terrorism for Emergency Responders. 2nd ed. Florida CRC Press Taylor & Francis Group, 2007. Print. communicating in the First Hours Bioterrorism Agents. Bioterrorism Agents. CDC Emergency Risk Communication Bra nch (ERCB), Division of Emergency Operations (DEO), Office of Public Health eagerness and Response (OPHPR), 14 May 2007. Web. 22 July 2012. . History of Bioterrorism. Chronological. Office of The Surgeon General, Department of the Army, 1997. Web. 22 July 2012. http//www.bio-terry.com/HistoryBioTerr.html .Khardori, Nancy., ed. Bioterrorism Preparedness. Fedral Republic of Germany Wiley- VCH, 2006. Print. Schlossberg, David. Medical Interventions for Bioterrorism and Emerging Infections. papa Handbook in Healthcare Co., 2004. Print.

Essay --

George uppercase was the first President of the United States. He was elected on April 30, 1789 capital of the United States had the respect of everyone. Washington had worldy intriguing qualities. An example would be his quality of concern for his men. Throughout the Revolutionary War, Washington lost many of the battles, but he chose to lose them, rather than to win and risk all of his mens lives. He made tactical retreats to save his men. George Washington, our first President, won over the patrol wagon and earned the respect of the people of the United States because of his strong character, and not because of his political genius. In fact he never even went to college, due to lack of money. George Washington had the respect of not only politicians, lawyers, wealthy plantation owners, but also the respect of people who were not considered to be people. Such peoples included slaves and women. A man named Phyllis Wheatley became the first black poet of America. He talks about W ashingtons greatness at the Siege of Boston in one of his poems, claiming virtue to unendingly be at his side. Another poem was wri...

Ancient Egyptian Religion And The Monotheistic Religion Of Moses :: Religious History Essays

Ancient Egyptian Religion And The Monotheistic Religion Of Moses In the glorious eighteenth Dynasty, when Egypt became for the first time a world power, a young Pharaoh ascended the throne about 1375 B.C., who first called himself Amenhotep (IV) like his father, but later on changed his name to Akhenaten (1370-1358 B.C.). This top executive undertook to force upon his subjects a new holiness, one contrary to their ancient traditions and to all their familiar habits. It was a strict monotheism, the first attempt of its kind in the memorial of the world, as far as we know and religious intolerance, which was foreign to antiquity before this and for long after, was inevitably born with the belief in one god. and Amenhoteps reign lasted only for seventeen years very soon after his death in 1358 B.C. the new religion was swept away and the depot of the heretic king proscribed. From the ruins of his new capital, which he had built and dedicated to his god, and from the inscription in the rock tombs belonging to it, we derive the little knowledge we possess of him.1 This motivate of monotheism can be traced back to Akhenatens father Amenhotep III. During his reign, ideas about the uniqueness of the sun god Re were developed in some de-tail. Some Egyptian priests conceived the possibility that all gods were part of a unique god from which all life originated and based on their experiential knowledge of nature (at least as they perceived it in Egypt) the sun was a good candidate for this universal god.1 Freud, Sigmund. Moses and Monotheism. (New York Vintage Books 1934), p. 21. Political conditions at that time had begun to influence Egyptian religion as well. During the prosperous reigns of Thotmes III (1490-1436 B.C.) and Amenhotep II (1436-1412 B.C.), Egypt had expanded its frontiers in all directions and the nation was becoming increasingly difficult to govern. Egypt was the richest state in the world and Pharaoh delineate the supreme power behind Egyptian prosperity. Annexed territories that belonged to Nubia and Syria were fully engaged in trade with the empire and the idea of a supreme and unique ruler was in perfect agreement with the idea of a supreme and unique god. In fact, the so-called revolution of Akhenaten is now thought to have been a political sort of than a religious movement, a reaction to events outside Egypt.

Alzheimers Disease Essay -- Health Memory Diseases Essays

Alzheimers Disease, progressive brain disorder that pull ins a gradual and irreversible go down in memory, language skills, perception of time and space, and, eventually, the ability to sell for oneself. First described by German psychiatrist Alois Alzheimer in 1906, Alzheimers disease was initially judgment to be a rare condition affecting only young peck, and was referred to as presenile dementia. Today late-onset Alzheimers disease is recognised as the most common cause of the loss of mental function in those aged 65 and oer. Alzheimers in people in their 30s, 40s, and 50s, called early-onset Alzheimers disease, occurs much less frequently, accounting for less than 10 share of the estimated 4 million Alzheimers cases in the United States.Although Alzheimers disease is not a normal part of the aging process, the risk of developing the disease increases, as people grow older. About 10 percent of the United States population over the age of 65 is affected by Alzheimers disease, and nearly 50 percent of those over age 85 may have the disease.Alzheimers disease takes a devastating toll, not only on the patients, but also on those who love and manage for them. Some patients experience immense fear and frustration as they struggle with at once commonplace tasks and slowly lose their independence. Family, friends, and especially those who provide daily care suffer immeasurable pain and stress as they witness Alzheimers disease slowly take their loved one from them.The onset of Alzheimers disease is usually precise gradual. In the early stages, Alzheimers patients have relatively mild problems learning new information and remembering where they have left common objects, such as keys or a wallet. In time, they begin to have trouble recollecting recent events and finding the right words to express themselves. As the disease progresses, patients may have worry remembering what day or month it is, or finding their way around familiar surroundings. They may deve lop a tendency to wander gain and then be unable to find their way back. Patients often become irritable or withdrawn as they struggle with fear and frustration when once commonplace tasks become unfamiliar and intimidating. Behavioural changes may become more pronounced as patients become paranoid or delusional and unable to run in normal conversation.Eventually Alzheimers patients... ...be learned, but as scientists better understand the genetic components of Alzheimers, the roles of the amyloid precursor protein and the tau protein in the disease, and the mechanisms of nerve cell degeneration, the possibility that a treatment will be developed is more likely.The responsibility for caring for Alzheimers patients generally falls on their spouses and children. Care donors must constantly be on guard for the possibility of an Alzheimers patient wandering away or becoming agitated or confused in a manner that jeopardises the patient or others. Coping with a loved ones decline and inability to recognise familiar faces causes enormous pain.The increased burden faced by families is intense, and the life of the Alzheimers care giver is often called a 36-hour day. Not surprisingly, care givers often develop health and psychological problems of their own as a result of this stress. The Alzheimers Association, a national government activity with local chapters throughout the United States, was formed in 1980 in large measure to provide support for Alzheimers care givers. Today, national and local chapters are a valuable source for information, referral, and advice.

Alzheimers Disease Essay -- Health Memory Diseases Essays

Alzheimers Disease, progressive brain disorder that causes a gradual and irreversible decline in memory, run-in skills, perception of time and space, and, eventually, the ability to care for oneself. First described by German psychiatrist Alois Alzheimer in 1906, Alzheimers disease was initially thought to be a rare condition affecting only young people, and was referred to as presenile dementia. To twenty-four hours late-onset Alzheimers disease is recognised as the most common cause of the loss of genial function in those aged 65 and over. Alzheimers in people in their 30s, 40s, and 50s, called archeozoic-onset Alzheimers disease, occurs much less frequently, accounting for less than 10 percent of the estimated 4 gazillion Alzheimers cases in the United States.Although Alzheimers disease is not a public part of the aging process, the risk of developing the disease increases, as people grow older. closely 10 percent of the United States population over the age of 65 is affected by Alzheimers disease, and nearly 50 percent of those over age 85 may have the disease.Alzheimers disease takes a devastating toll, not only on the patients, but also on those who love and care for them. Some patients arrive immense fear and frustration as they struggle with once commonplace tasks and slowly lose their independence. Family, friends, and especially those who provide daily care suffer innumerable pain and stress as they witness Alzheimers disease slowly take their loved one from them.The onset of Alzheimers disease is usually very gradual. In the early stages, Alzheimers patients have relatively mild problems learning new information and remembering where they have left common objects, such as keys or a wallet. In time, they begin to have trouble recollecting recent events and finding the right words to express themselves. As the disease progresses, patients may have difficulty remembering what day or month it is, or finding their way around familiar surroundings. They may develop a tendency to wander off and then be unable to find their way back. Patients often beat irritable or withdrawn as they struggle with fear and frustration when once commonplace tasks become unfamiliar and intimidating. Behavioural changes may become more pronounced as patients become paranoid or delusional and unable to engage in normal conversation.Eventually Alzheimers patients... ...be learned, but as scientists better understand the genetic components of Alzheimers, the roles of the amyloid precursor protein and the tau protein in the disease, and the mechanisms of nerve cell degeneration, the gap that a treatment go forth be developed is more likely.The responsibility for caring for Alzheimers patients generally falls on their spouses and children. Care givers must constantly be on guard for the possibility of an Alzheimers patient wandering away or becoming agitated or confused in a manner that jeopardises the patient or others. Coping with a loved ones dec line and inability to recognise familiar faces causes enormous pain.The increased burden faced by families is intense, and the life of the Alzheimers care giver is often called a 36-hour day. Not surprisingly, care givers often develop health and psychological problems of their own as a result of this stress. The Alzheimers Association, a national organisation with local chapters throughout the United States, was formed in 1980 in large measure to provide support for Alzheimers care givers. Today, national and local chapters are a valuable reference for information, referral, and advice.

Martin Luther King speech Essay

I think Martin Luther Kings speech make the strongest argument when Martin Luther King in one case said, I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin, only when by the content of their character. This saying rang towards the steps of the Lincoln Memorial to the eager, listening ears of people who wanted reform. August 28, 1963, tag the day when Martin Luther King Jr. had changed more than just Washington. More than America. He had envisioned a life where everyone would be considered equal, and everyone would prosper. He had begun to change the world.This historic essence took place 48 years ago, and many alterations in society have occurred since then. If Martin Luther King Jr. had never been born, however, racism and segregation would still exist and evening burgeon. Martin Luther King Jr. was the exemplar for civil rights, the paragon of justice. Without him, life would be malevolent for me, a n Indian from the hot, arid land where the Ganges runs free and nature is all-abundant. in that respect would be no variety in America. The majority would constantly rule over the minority and tensions would erupt. Martin Luther King Jr. gave the minority a voice of discernment and hope.When King spoke, he reached peoples hearts and minds at the same time. He dug down deep into issues of racial discrimination and presented alternatives of love and equality. Racists strike down his ideas, but others were moved and worked to better society as he wished. King was a loving man, one that wished people would listen and follow him but he did not force them.If Martin Luther King had never been born we would have never been able to, as a nation, act as a lineament model to help these countries on their quest to become industrialized nations. America would become full of arrogance, and we would not participate in national affairs with an splay mind. The Declaration of Independence, a doc ument which we hold in our hearts so fervently, summarizes Martin Luthers Kings purpose in life We hold these truths to be self-evident that all men are created equal. Today, all men are indeed created equal, but would that have been recognized without this man who went against the norms of society and rose in the ranks

Bluefield health plan Essay

Arc Electric employees were opting for their wellness insurance plan. Arc Electric had expanded their workforce due to which more employees were enrolling for Bluefields health insurance plan for the benefits. But when Bluefield released that the utilization of their medical student services had tremendously increased in the last 6 months because of which their profits were being affected, they had to observe out the cause for this.Soon they realized that the main cause for the increase in the utilization of their physician services was the increase in the number of red-hot employees who were opting for the health insurance plan. Exhibit 1 clearly shows that the number of Arc Electric employees using Bluefields Health insurance plan has increased from 3912 in July, 2006 to 4137 in August, 2006. Thus, in only one month the increase has been of 225 people, which is comparatively quite high.Also, in 2006, the total cost incurred by Arc Electric for inmate and outpatient infirmary ser vices were 203425 and 182440 in July and 212250 and 180700 in August, and for surgical services were 101250 and 103400 in July and August. Thus, the total cost incurred for hospital services and surgical services were 487115 and 496350 in July and August. magical spell on the other hand the total cost incurred by Arc Electric for visits to physicians office was only 337900 and 391450 in July and August.Therefore we go off see that the difference is almost of 147215 and 104900 in July and August. As Bluefields contract with Arc Electric was about to expire the next month, they had to renegotiate the terms in their contract with Arc Electric and request for an increase in their premium rate in order to maintain their profit. They had realized that the main reason for their wearing away of profits was the increasing number of Arc Electric employees who had opted for their health insurance plan.But, Bluefield were alike aware of the fact that during renegotiations if they tried to i ncrease the fixed premium which they supercharged every employee of Arc Electric per month, then they may refuse to do anymore business with them and sign a contract with some other health insurance company. This, Bluefield was non ready to risk. Thus, Bluefield wanted the staff members and directors to devise a renegotiating strategy which they could present before Arc Electric and maintain their contract with them epoch at the same time see to it that their profitability remains at par.After much consideration and results from various studies, including Exhibit 1, the employees of Bluefield realized that but by increasing their copayment charges they will not be able to bring about a decrease in the number of physician visits since people do not actually like to visit the physicians but rather do it in order to remain healthy and fit. The only way they can reduce their be is by paying less to their health care providers, like the physicians.Thus, they first needed to negotiat e with the physicians and ask them to decrease the costs of services supplied by them. If they simply asked the physicians to lower their cost of service by around 10% or 25% they might do it with the fear that they may loose all of their patients and also be left out of Bluefields health insurance plan. But this may have certain negative effects as in final payment of a lower fee per visit the physicians may also lessen the quality of care that they give to their clients. This is the reason why Bluefield required a but analysis of physicians visit.Out of the $250 fixed premium that Bluefield charged each employee of Arc Electric every month, the total premium revenue was portioned out as 55% for the hospital and surgical services and 30% for the physician visits. Thus while $137. 5 went for the hospital and surgical services only $75 went in for the physician visits. Thus for every premium collected, the profitability of hospital and surgical services was almost $62. 5 more than the profitability of the physician services. Thus, when compared to physicians services, hospital and surgical services have a profitability of almost 45% more than the former.

Assess the Short Term Impact of the Economic Crisis on the League of Nations Essay

The unite of Nations was created in January 10th 1920. It worked by the principle of collective security, in which all disputes grim war would be submitted to the confederacy and whatsoever member resorting to war would have broken the Covenant, and would face collective action by early(a) members. However, permanent members such(prenominal) as Britain and France, had veto powers to reject decisions to safeguard their own national interests. Thus, unanimity was never achieved.However the league was non ab initio as powerful as it seemed as it lacked basic requirements such as a police force and authority overall. Therefore the great depression was non the only factor which had an impact on the league as there remained many faults in the way the league was run. The global economic crisis of 1929 affected roughly all great powers. It led to countries who owed money to each other drowning in huge debt e. g. Austrias bank, which went bust. During the economic crisis, every count ry imposed high duties on imports in an effort to protect its own industries.This increased tensions between countries as they were all trying to reproduce their own economy and secure themselves as the just about powerful country, but revealed the Leagues weaknesses. This is supported by a historian who states, The situation really began to drift out of control with the onset of the great depression, it brought unemployment and living standards to most(prenominal) countries causing extreme right wing governments to come into power in lacquer and Germany to constructher with Mussolini, they refused to keep with the rules and took a series of actions which revealed the Leagues weakness. Japan was affected by the economic crisis of 1929, so aimed to rebuild its economy. However they did this by acquiring the south Manchurian Railway, while completely ignoring the Leagues aim of avoiding aggression.China was enkindle by this and considered the League for help and support, so the Le ague decided to set up an enquiry headed by Lord Lytton, who rejected Japanese claims and called for a insulation of Japanese forces as they refused to recognise Manchukuo as a separate state. However little did China now that the Leagues minor efforts would go to waste once Japan withdraws from the League in 1933 because without its own fortify forces the League could not compel Japan to comply with the commissions demands. This shows the Leagues major weakness as it freely allowed countries to leave whenever the conditions didnt suit them, indicating no clear body and a sense of being powerless.Robert Wolfson and John Laver share the same view as they state this was in a sense, the moment of truth for the League how would it deal with a member who rejected its decisions? , he later indicates if collective security is not used in effect in Manchuria there may be a European war in 10 years clock. Furthermore, distracted by the great depression, the European powers and U. S lac ked the will and resources to oppose Japanese militarism. The League therefore failed to live up to its collective security and exposed how weak they were, this is backed up by Tony Howarth who states, The incursion of Manchuria had two important side effects putting aside for a moment its dreadful revelation that the League was powerless in the face a determined aggressor.First it raised the prestige of the Japanese army. Second, it made it possible for the army to pressurise the Japanese government to undertake a policy of armed expansion. Here we can clearly see that the League was unable to deal with the more powerful and larger states as they were lacking power and authority, this is perfectly cogitate to the cartoon David Low drew in 1933 where it shows Japan getting away with trampling over the League and a League onwardicial freely allowing them to get away with the aggression (giving flowers) .This shows the League being humiliated and blames the weak leaders and not t he League itself as they were not taking serious action in order to prevent Japans invasion of Manchuria, this links back to the global economic crisis as it was primarily the great depression which affected the League as the crisis was a result from the 1929 catastrophe. On October 3rd 1935 Italian troops invaded Abyssinia from Eritrea and Italian Somaliland.The League stated that Italy were the aggressors and imposed limited sanctions they failed to place sanctions on Oil which was needed to alter the continuation of war. Sanctions were not increased or universally applied, even after it emerged that Italian forces were making use of Chemical weapons against civilians. Instead of imposing sanctions the British and french foreign ministers came up with the Hoare-Laval Pact. This pact would end the war but would grant Italy large areas of Abyssinia.This pact weakened the Leagues position as Britain and France (2 leading members) were prepared to pass along way to Italy. However Antony Eden reveals his contradictory views in his Telegram, There is neither sign of any weakening in overwhelming support for the covenant which was device characteristic of debate in Assembly nor any sign that members of the League would be unwilling to shoulder their obligations should situation demand it. The only nation which has shown a mark lack of enthusiasm for effective action under the covenant is France.Antony the British Minister favoured the League so this source can be biased as his interests would without doubt lay upon the League, however he blames France for not following the basic rules of the covenant and does not focus much on Italys invasion of Abyssinia, indicating that perhaps he was fine with the invasion. However, A. J. P Taylor shares contrary views as he states that There is no concrete interest in the state of Abyssinia. Mussolini was concerned to show off Italys strength and not require practical gain.Taylor suggests that Italy only did what they di d in order to gain security for their country while having no intentions of causing conflicts and having egotistical aims. Therefore did not invade Abyssinia for economic reasons. What is more, is that the global economic crisis brought right wing leaders into power e. g. Adolf Hitler, who was looked upon as a great leader and stand up resort in Germany who could introduce reforms and change Germanys economy for the better, especially after they were blamed for the outbreak of the war and faced major reparations which worsened their economy, far more than any other major countries economy.The great depression gave Hitler the opportunity to aggressively campaign in order to secure Lebensraum and recover territories lost, this disappointed Leagues efforts to maintain peace as they were not living up to their policy of collective security. Germany left the League of Nations in 1933, which made it even harder for the other great powers to control and regulate actions taken by Hitler. An example of Hitlers daring improvisations was the re-occupation of the Rhineland in March 1936, which could no longer be dealt with by the League of Nations as it lost the control to interfere with what Germany did.Therefore in general the great depression had a major impact on the League of Nations as it exposed every bit of the Leagues weakness, as supported by Robert Wolfson and John Laver who states each of these coincidences and accidents made it all the easier for a collective security system to fail. However it is fair to say that the League itself was not initially powerful. It lacked authority and had no police force whatsoever, hence the reason why powers were continuously threatening to leave the League, such as Japan and Germanys withdrawal in 1933.This undermined the Leagues power as it simply failed to control the Leagues members and what was worse it that any country could join the League when it suited them, which caused divisions and conflicts as the policy of c ollective security was not turning out to be very successful as it primarily was thought to be. During Neville Chamberlains speech, he stated the league of nations and the policy of collective security to which we have given so whole hearted support with such disappointing results.We should therefore abandon the idea of the League and give up the ideals for which the League stands He is clearly undermining the Leagues power and indicating that they did not live up to what they promised. Chamberlain shares the views that the League might have been able to sort out little problems but it was clearly unable to stop major crisis as the Nations would have to find another(prenominal) way to deal with that.Hitlers Mein Kampf reveals how he felt about the League of Nations, they did not realise that in most cases they were dealing with persons who had no backing whatsoever, who were not authorized by anybody to conclude any sort of agreement whatsoever so that the practical result of every negotiation with such individuals was negative and the time spent in such dealings had to be reckoned as utterly lost. Here Hitler is expressing how the League were clearly not organised and had no authoritative understand or system whatsoever which is a major setback and a failure of how the League was run overall.Another major issue was the fact that the U. S. A and USSR did not join the League. This was a problem as these were the only 2 powers near enough and strong enough to take effective action, however were not members of the League, which is why the League lacked power and authority. Americas consistent refusal to use nothing more than words in support of the League had shown just how edentulous and helpless the international community was when it came to enforcing and upholding the peace.A dangerous precedent had been set. This can be linked to the cartoon called the prison-breaking in the bridge, which shows a gap in the bridge and a keystone which represents USA, n ot joint to the bridge, preventing the League from being stable and unable to function without USAs support, so because all the foreign nations try to pull USA into the League as they are desperate for a Nation which is military and economically stable, hence even and dependent on the US.In conclusion the global economic crisis had a huge impact on the League as it exposed its weaknesses and undermined its authority and power. the globe of the League caused cabinets and foreign ministers to wobble between the old and the new diplomacy, usually securing the benefits of neither, as the Manchurian and Abyssinian cases amply demonstrated. However the setup and running of the League itself lacked enforcement powers and had no real machinery of collective security. Ironically, therefore the Leagues actual contribution turned out to be not deterring aggressors, but confusing the democracies. Hence after analysing many modern-day sources and historian views it was mainly the global ec onomic crisis which had an impact on the League of Nations as it highlighted and exposed the weaknesses of the League while undermined its system of collective authority.

A Study on Accenture and an Analysis of its Ethical Culture Essay

The current paper intends to make an in-depth investigation and analysis of the good close and cognitive process of a large face which can be a prospective hireer to the members of the workforce. This paper leave discuss on Accenture, as a competitive international ships company, and how it promotes respectable culture with its operations. Accenture is a global management consulting, technology services and outsourcing company. Dedicated to delivering innovation, it works in situationnership with its clients to help them become high-performance businesses and governments.Accenture can ride the adept people, skills and technologies to help clients improve their performance with deep industry and business process expertise, broad global resources and a proven track record,. Their high performance business strategy builds on their proficiency in consulting, technology and outsourcing to help clients perform at the highest levels so they can create sustainable cheer for thei r customers and sh areholders. They emit new business and technology trends and develop solutions to help their clients using the industrys knowledge, service-offering skill and technology capabilities.Accenture is known for their strengths that distinguishes them in the marketplace. They are known for their vast industry expertise, broad and continuously evolving service offerings, expertise in transforming business outsourcing, history of innovation and implementation, including their research and development capabilities, on which they spend about $250 gazillion a year, and the commitment of their employee to ache-term development and their distinctive management team with such proven experiences.As professionals, we intend to pursue a career in an establishment which will non besides promise financial stability, but an organization which will guarantee professional and personal growth. An organization which will pass us a world of opportunities, where we can harness our skills and discover more of our potentials and where we can find self-worth as being valuable assets for them. Most importantly, we should look for an organization which gives high regard to its environment and looks after the welfare of its people.Moving further along our career paths, one of our priorities is to get to a clear layout of what we envision our futurity to be, one of the biggest concerns are the organizations that we might have the chance to work with, and Accenture has al moods been one of the top choices of professionals today. Many believe that Accenture works beyond the scope of their nature, with their superior business performance and their involvement in estimable culture, Accenture is indeed a socially responsible organization. BodyGrounded in a set of founded value, Accenture have long embraced and consistently strived to apply these in their daily work, these nerve set have served as a range to guide their decision-making at a company and several(pren ominal) level. Together, they have put these values into practice and have constructed a deeply skilled, world-class and globally competitive company. Their steadfast dedication to these values is essential to check over that they will operate with the highest respectable standards and achieve their vision, which is to become one of the worlds leading companies, learning constant advancements to improve the world works and lives.These core values are as follows First is stewardship, wherein they are geared to build a heritage of generations, acting with an owner mentality, developing people in all over they go and meeting their commitments to all their stakeholders, both(prenominal) knowledgeable and external. Second value is best people, in which they are dedicated to attracting and developing the best talents for the business, stretch their people and harnessing them to develop a cam do attitude. Client value creation is their third value, in which they are focused in impro ving their clients business performance, creating long-term, win-win relationships and nidus on execution excellence.The next value is one global network which involves the moldinessering the power of teaming to deliver constantly exceptional service to their clients around the world. Another value is respect for individual in which they are geared to valuing diversity, ensuring an inclusive and interesting environment, and treating people the way they would give care to be treated.Lastly but definitely not the least is integrity wherein they are affianced in inspiring trust by taking righteousness, acting ethically, and encouraging honest and open debates. An essential part of their identity is being a good corporate citizen. They support their peoples passion in bringing positive and lasting change to their communities, and they bring their efforts of corporate citizenship to the same principles of high performance that they apply to work with their clients.As a global organiz ation, Accenture believes that they have a role they have the responsibility to proactively engage with the communities they live and work. Corporate citizenship fosters motivation, employee pride and communal mindfulness through a methodical framework which, anchored by a strong set of core values and Code of Business Ethics, drives stability and precision across their businesses and workforces. One of Accentures policies is flexible working, which allows staff to spend more time at home and allows the company to retain key employees who may otherwise decided against working for Accenture.Accenture continually reviews how the employees are experiencing their flexible working arrangements to guarantee that changeover is as smooth and fortunate as possible for everyone involved. In line with the Core Value of Best People, Accenture identifies the priceless contribution of all its employees in attaining business objectives and be set to bring home the bacon an environment which is b oth conducive and supportive to combining parenthood with a career in the organization. (http//www. wherewomenwanttowork. com)Since the paper intends to discuss Accenture as an organization who adopts ethical culture. We will be discussing what ethical culture in a generalized level is and how it can be achieved by an organization. What is generally referred to as ethical culture is really a conception that puts together two distinct systemsethical culture and ethical climate. It is of the essence to take a thoroughly look at both systems in order to fully comprehend ethical culture. Ethical culture looks at how an organization displays and teaches the extent to which it regards its values.Explicitly, the ethical culture of an organization teaches employees whether doing the right topic matters makes doing what is right expected and includes formal ethics program elements, reward and punishment systems, and organizational myths. (ethical culture executive summary. pdf). Ethical culture takes in the rules, roles, and values that swear ethical conduct. It is the circumstance of conformity behavior, risk managing, business strategy and growth. (http//www. itapintl. com/ethicalculturepractice. htm)An organization has to gauge and assess that culture in a manner that can and so lead to realistic steps to closing gaps and reducing risks of unethical, if not criminal conduct, if it needs to manage its corporate culture to sustain ethical standards. The ethics of an organization are the composite of the ethics of its employees and managers. An organization needs to know whether its people embrace the values necessary to move the organization towards its ethical goals. An organization is only as ethical as its lead.Leaders must not only install a high spirit level of personal uprightness, but must in addition represent the values necessary to create an ethical environment within the organization. Being respected encourages a sense of engagement and willingne ss to participate in building an ethical culture. Business leaders have thus a heavy accountability, but one for which they are more than ever well suited. Leaders have the command to contour the culture of their organizations. What is needed in the business world is a better perceptive of what ethical culture means and how business leaders can make the most impact.Leaders should work to create a values-based ethics program that also encourages compliance with the law. In addition, they ought to demonstrate their apprehension for the interests of internal and external stakeholders and commit to making the needs of others a business precedence (Trevino, et al. , 1999). Finally, they must remember that ethical leadership requires modeling, coaching, and careful communication. A dynamic ethical culture gives organizations a high degree of comfort that it can bear up challenges to its integrity.Best practices have shown that key attributes such as these point toward a healthy ethical c ulture Employees feel a sense of responsibility and accountability for their actions and for the actions of others, employees freely heave issues and concerns without fear of retribution, managers sculpt the behaviors they demand of others, managers correspond the immensity of integrity when making complex decisions, leadership makes the pressure points that coerce unethical performance, leadership develops processes to identify and remedy those areas where pressure points occur. hEmployees and managers understand why doing the right thing is important for the organizations long-term feasibility, and they have the strength of mind, audacity and independence to see that the right thing gets done in an ethical culture. An ethical culture supports self-governing thinking employees and managers who make decisions unfailing with the organizations values. The challenge is shaping how to get to this state, and whether the tools in place to gauge and hear performance of the ethics progra m are adequate to gauge whether ample advancement is being made.Many organizations have set expectations for ethical behavior and are working towards maintaining a strong tone from the top. However, many of these same organizations really dont know whether their employees and managers will demonstrate integrity in their actions when they are under pressure, and immediate business objectives loom large in scarer of them. As the former director of accounting at WorldCom, Buford Yates, Jr. said as he was sentenced to a year in prison for his role in the fraud, that when faced with a decision that required moral courage, he takes the easy way out.Corporate culture is made up of collective values of employees and managers that are reflected in their collective actions. Companies must therefore be conscious of the variety of values held by its employees if it is to be able to shape and guide its culture towards supporting the kinds of ethical behaviors needed to reduce the risk of ethic s indignities and criminal prosecution. (http//www. workingvalues. com/Risk_WhitePaper. pdf) Culture is different, and is heedful differently. An organizations culture is not something that is created by senior leadership and then rolled out.A culture is an objective depiction of the organization, for better or worse. Culture is the sum total of all of the collective values and behaviors of all of its employees, managers, and leaders. By characterization it can only be calculated by criteria that reverberate the individual values of all employees. Therefore, understanding cultural susceptibilities that can lead to ethics issues requires comprehension of what encourages all of the employees and how the innumerable of human behaviors and interactions fit together like puzzle pieces to create a whole picture of the organization.An organization moves towards an ethical culture only if it understands the full range of values and behaviors needed to meet its ethical goals. The full-spec trum organization is one that creates a positive sense of engagement and purpose which drives ethical behavior. A dynamic ethical culture gives organizations a high degree of comfort that it can endure challenges to its integrity. (http//www. workingvalues. com/Risk_WhitePaper. pdf) Most of the organizations have a policy that proscribes retaliation against those who bring forward apprehensions or claims.On the other hand, creating a culture where employees feel secure enough to admit inaccuracies and to raise uncomfortable issues requires more than a policy (Legal Risk Management) and code training (Integrity Risk Management). To truly build up an ethical culture, the organization must be aware of how their managers deal with these issues up and down the line, and how the values they exhibit impact preferred behaviors. The organization must understand the demands its people are under and how they act in response to those pressures.The organization must know how its managers corresp ond and whether employees have a sense of responsibility and purpose. Determining whether an organization has the capabilities to put in place such a culture requires cautious assessment. Like do employees and managers demonstrate values such as respect? Or do employees feel accountable for their actions and feel that they have a stake in the success of the organization? These factors may well get back the success of code training on fear of retribution.Visibility sets in motion on with corporate executives. Everyone is in a unique position to demonstrate leadership on ethical issues, showing investors and the organizations employees that ethics and values are inherent in the business. To create a culture of ethics, chat explicitly about ethics and values. Demonstrate values through every decision being made. Make certain that employees know that they can ask for exposition of policies or report possible wrongdoing or transgression without fear of retaliation.Through being an exa mple, managers and employees will be better able to be aware of ethical issues and understand the companys serious commitment to ethical choices. Good leadership is more than rousing speeches or motivating statements printed at the front of a companys code of conduct. The employees may listen to what the management says but they will remember what they do. Ethical attitudes cant be bonded onto the root of the organizationthey have to be woven in. The managements example and leadership will help to permeate the corporate culture with good ethical values.Upholding a strong ethical culture is indispensable for acting in accordance with with the laws and regulations, but this alone cannot be the stimulus for ethical culture building. save than the large impact an organizations culture has on the bottom line, the development of programs to cultivate ethical conduct must sustain a focal point on fairness, encouragement, and communication at all employee levels. Along these lines, employ ees must be given the suitable tools and representations to align their behavior with company culture and employ in ethical decision-making.The attitudes, choices, and actions of business leaders take part in a most important role in the creation of an organizations ethical culture and environment expectations for employees ethical behavior can only be set as high as the organizations leadership is willing to meet. A leaders capacity to consistently encourage ethical conduct in an organization is critical to making certain that employees understand how to make doing what is right a priority. (ethical culture executive summary. pdf).

Marketing mix in a business

Paraded Sahara Part 1 (a) The market mix is a strategy tool used to formulate a plan for ingathering development and promotions in a trading. Examining the mix for the company Bottle Green may help Simon Speers, Company Owner, see the strengths and weaknesses of the clientele whilst considering its growth potential. The four summation elements of marketing mix are product, place, price and promotion.Products A range of cordial drinks, mostly elderflower but has a growing range including flavors such as, ginger and lemongrass, Coxs orchard apple tree and Victoria plum. The product is tangible and has a core gather of quenching thirst. The quality, brand name and packaging may also be a benefit to a consumer who considers their image and how other(a)s perceive them. The product liveness cycle as many others will go through the five phases development, introduction, growth, maturity and decline. This is why it is meaning(a) for the company to have juvenile products lined up in order to boost sales.Place Bottle Green distributes to and sells products in supermarkets, Waitress being he atomic number 53 biggest customer, also to tea rooms and small outlets. The company also exports to Sweden and Canada at present. Bottle putting surface distribution is out-sourced, this may be a benefit as having another company deal with the logistical area of the subscriber line could save time and enable that time to be focused on a more than valuable area, such as promotions. Price Bottle Green Cordial drink is priced Just under E, I assume this is a cost ground price.Simon Speers describes the bottle as chic and hopes for it to be on the dinner tables of the nations middle class. With this premium rand image and quality product it has a competitive price when comparing it to other rival brands. For example, the sparkling soft drink produced by company Seller is currently priced at E. 25 for a mall bottle and Bottle Greens price for a similar product is E. 39 for a mall bottle. Promotion Bottle Green has a good brand image and has construct up brand awareness amongst customers.Not only does the business have a great neighborly media profile, it also sends out samples and recipes to TV chefs who are key influencer in the public eye. Jamie Oliver and Delia Smith being two TV hefts who have given positive feedback and influenced sales to rise. Another area I would like to focus on is purchasing. The bulk of Bottle Greens elderflower comes from the company farm in Clotheshorse and the rest is imported from Hungary. Sugar forms the basis of the cordial drink and this is a job for Speers.Currently purchasing sugar at Euro-sugar price which is soaringer than world-sugar price by approximately 2% per tone. At present the business is purchasing at a fixed price but any movement in the wrong direction on the foreign exchange markets will mean further disbursement for Bottle Green. Part 1 (b) Expert Jeanine Woodcock, managing partner at Bottle Gree n has some suggestions which mainly focus on promotions of the business. Engaging with customers through the social media profile where customers can discuss stories in reference to the products was one suggestion.This will encourage existing and new customers to advertise the business via word of mouth and the internet. By doing this alongside another of Woodcocks suggestions, researching current customer interests and behavioral patterns, Bottle Green will have a deeper understanding of its statistics and core demographic. This will enable the business to see its strengths and weaknesses in promotions and pullulate action where necessary. The expert also suggests sponsoring a typically British unique and authentic event. This could potentially engage more customers and fig out brand awareness which should in turn increase sales.Another expert Joe Whiteouts, deputy director at Bottle Green makes suggestions that focus on product, place and promotion. one and only(a) suggestion w as elderflower capsules that could be added to water and be sold where water based drinks are prepared, for example, offices that use water dispensers. This product development will enable the business to target a new market with a unique new product. Another suggestion was to target the vending machine market, this would put the product in a new place where it would compete with the competition of other soft drink retailers.The final suggestion was to supply schools with recipes in May and June when elderflower is in blossom. The persuasion that this campaign could be competition based would give potential customers an incentive to engage with the product. It was also suggested that the idea could be pitched as a new healthier alternating(a) to the normal range, this would allow the business to branch out into yet another area of the market. These suggestions could possibly raise brand awareness and give new customers which would in turn bring more revenue.The business would als o have new products in the market beginning a new life cycle. Part 1 (c) The weaknesses I can see in Bottle Greens marketing mix are a lack of product range, the high purchase cost of sugar and the lack of promotion. Firstly I would take the advice of the expert Joe Whiteouts and introduce a new product and a healthier alternative range. This would bring interest from new areas in the market and potentially increase sales. Secondly I would work on the current promotional schemes, I would take the advice of both experts when it comes to promoting the business.Using the social media profile is possibly the quickest, most efficient way to advertise and promote the company in a finance friendly manner. thirdly sponsoring events and school campaigns are also good ideas, not only British events and British schools but also International events and schools to encourage the potential growth overseas. fourthly I would branch out and advertise on TV, this is a age opportunity to reach out to millions of potential customers. Finally I would do spacious research on sugar suppliers and try to find a cheaper alternative, this could save the company money and also increase gross profit.I would achieve these goals by running(a) with specific areas in the business such as, the product development team, purchasing team, marketing and promotions team and also the two experts to create new products with a marketing strategy to launch the business into its next level. If all the suggestions were carried out and successful I believe that with rotgut development, increased brand awareness and promotional advertising the business would be in a better financial position and potential growth not only in the I-J but also overseas would quality encouraging.

Exploring Marketing with Delta Airlines as a Case Study Essay

Tedlow, Richard S. believes that the history of consumer product market placeing in the United States can be divided into collar pronounces.1 The history of merchandise resign for aid us in understanding the business world immediately and is thence useful in this essay to look this in brief before embarking on studying Delta air hoses as a case study to approach the topic of marketing, in the context of the U.S nimbusline Industry. pronounce 1 is that of fragmentation and this is purely collectible to logistics reasons, or else than the result of any marketing strategy. This results in transportation of bulky goods from one region to an separate world relation backly expensive and for a consumer product to achieve national distribution, a favorable ratio of weight and bulk to value is required. This phrase happened before the mid-eighties and the market size is restricted due to a lack of information, and it is characterized by a high margin and low volume. The sec ond phrase of unification is the nobble of can marketing, with high volume and a low margin, which is the direct opposite of the first phrase of fragmentation. The development of this phrase is mathematical due to firstly, the development of the coerce and the telegraph and secondly, innovations in manufacturing technology. All the above innovations led to a more effective transportation and communication net play that moveed the cost of mass marketing products by significant percentages. There is a commencement of standardization with advances in manufacturing technology, and it is now possible to produce in prominent volumes and also, in small packages. excogitate Two occurred in the extremity 1880s to 1950s, and during this period, brand marketing and management grew in importance. Manufacturers attempt to transform the name of his product into a kind of supername a brand.2 The products of this phrase non only aimed at national distribution, but also strived to attract all consumers using a single brand or product, that testament be regarded as standard.1 Richard S. Tedlow, The ordinal phase of marketing merchandising history and the business world today, in Tedlow, Richard S. and Jones, Ge manglerey,editors, The Rise and fall of mass marketing (London New York Routledge , 1993), p. 19 2 Richard S. Tedlow, New and im produced the story of mass marketing in America (New York Basic Books, 1990), p. 14The third phrase is that of separateation. The innovations that led to this phrase after the 1950s is made possible by radio and television advertising. There were also major changes in America acculturation that influenced consumer demand. Commercial advertising through television showed that certain political platforms appealed to certain classes of viewers. This meant that the opportunities for segmenting markets, that is, concentrating the selling appeal on one particular group of potential guests who might be defined by their age, income , and education ( known as demographics) or by their lifestyle ( known as psychographics) were hugely enhanced. 3There is a rise in image advertising in this phrase, for example, Coca-Cola had always been the symbol of the standard beargonr of changeless, ageless Americana.4 Commericals were no longer about characteristics of the products, but of the people visualized as using them, and this led to the development of the Pepsi Generation for example. All this saw the break polish up of the whole American mass market developed in verbiage Two to spilt into numerous product categories from necessity items to up-market consumer-durables. Segmentation also occurs at the retail aim. This phrase is characterized by high volume and value pricing.The recognise developments of the railway, telegraph, production technologies and television advertising, be immaterial to federations, but yet they manage to capitalize on them and turn opportunities into profits. This is how market segme ntation evolved. Marketers are sensitive to changing propagation and they capitalize on opportunities and turn the situation around to a positive one, in terms of fulfilling the companys objectives. This is the second proposition dress up by Tedlow, that of entrepreneurial vision, of which risk-takers occupy to make investments and turn their visions into reality. 5 3 Robert D Buzzell and Jean-Louis Lecocq, Polaroid France (S.A.), in Steven H. Star, Nancy J. Davis, Christopher H. Lovelock and Benson P. Shapiro, editors, Problems in selling, (New YorkMcGrawHill, 1977),pp. 191-2134 Richard S. Tedlow, The fourth phase of marketing Marketing history and the business world today, in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London New York Routledge , 1993), p. 18 5 Richard S. Tedlow, The fourth phase of marketing Marketing history and the business world today, in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London New York Routledge , 1993), p. 21 An other(a) big proposition put up by Tedlow is that of managing change. Consumer tastes and the external environment are constantly changing. Corporations have to be flexible and lodge quickly to the unstable environment set about them. Competition can come from other corporations in terms of either trying to beat the firstmover with the same strategy, or trying to change the rules.5Tedlow proposes a fourth phrase of marketing and this is due to information technology. Inventory, is the price of the lack of information and the information revolution is lowering that price in the factory, in the distribution system, and at the rouse of sale.6 This is the stage of micromarketing, which is hyper-segmentation, of possibly e very(prenominal) customer as a component of a segment of one. Supply is able to augment due to information technology, but, at the same time, demand for micromarketing is increasing. Consumers are becoming m ore and more demanding and they expect to get what they want, thus there is a rise in customization. Consumer choices will increase and it is every marketers hope to sell any potential customer precisely what they want and to ensure they get maximum gaiety. It is no longer necessary to convince consumers to purchase the standardized products that the factory has made. However, disadvantages of micromarketing moldiness be noted. The latter may result in an overflux of choices and consumers become lost, as differences diminish. There is also the problem of shelf space or that of the limitations of distribution. Scarce resource in the form of shelf space has to be allocated by the retailers, and thus products cant just keep increasing.I will now turn my attention to the U.S courseline industry, where marketing isa framework for airline decision-making. During the period 1979 to 1983, the deepest world recession created many problems in the U.S Airline industry. Among these were rap id expansion of fuel prices, which increased the operating cost of airlines. Slot restrictions caused by the walk-out of air work controllers in August 1981 also posted a problem. The U.S recession resulted in a general weakness in air traffic and let ups. This 6 Richard S. Tedlow, The fourth phase of marketing Marketing history and the business world today, in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London New York Routledge , 1993), p. 27 is an indicator that the external environment that airlines are operating in, is thoroughly unstable. Economic upturns and downturns are expected.When the Airline Deregulation Act was passed in the United States on October 1978, the airline industry is face up with overcapacity and fare wars, and it is impossible to maintain yields. But, lessons have been learnt since the in conclusion world recession for the U.S airlines. One New York analyst comments that I have never seen an industry so head prepared for a recession.Airlines now are sensitive to the capacity cycle and even though the industry has a number of new aircraft on the way, there are no excessive commitments for new capacity. A lot of flexibility is built into the aircraft deals and airlines have older, fully depreciated aircraft that they can either hold on to or retire, in the face of overcapacity. There are now two new weapons open to the North American majors that they did not possess in the last downturn. The first is that of the regional jet that revived the regional airline industry, and is a potential new market. The second is the low-cost airline-within-airline operations, much(prenominal) as Delta show up and US Airways new MetroJet. The majors are able to compete with Southwest, who can ride out a recession well because of its dedication to keeping costs down and knowing its markets well.7Delta Express, the airline-within an airline, launched in 1996, was started not only to protect the mainline letter carrier from increasing low-fares competition in America but also to prove to Wall Street that Delta management can be innovative and progressive as well. The Just PlaneCookies, shaped to resemble aircraft, became the signature of Delta Express. Delta Express offers lower salaries than those at the mainline, but it is launched to motivate Deltas employees once again, after the trust factor has been broken, with the 7.5 program as an attempt to cut costs drastically during the last industry downturn. Some 65% of Delta departures from Orlando are now delta Express flights and the market is so important to Delta Express that the carrier now occupies the whole wing of a terminal at Orlando Airport.Delta Express releases the creative skills of their people and this boosts employees team spirit. Innovations are created this way as the management is able to respond immediately. The key to making Delta Express work is to define the boundaries 7 US majors aim to break the cycle, Airl ine Business, January 1999, p. 52 so that the customer differentiates between their product and that of the mainline. Delta Express operates a point-to-point expediency that is not part of the mainlines network. Delta Express gains leverage from being able to offer Delta Skymiles frequent flier points. About 70% of the customer unify is leisure and Delta Express has since moved from common chord fares to six fares and better yield management. They introduced seasonal fares, and they constantly reassess processes to keep costs down. Keeping costs down as an airline that is a business unit of a major carrier upholds a serious challenge. However, the advance asshole reservation induction that Delta Express offers is a useful advantage over both MetroJet and SouthWest, but the most obvious success of Delta Express is the way it has helped revived the spirit of Delta. 8Even though the industry remains intensely competitive now, major carriers has a lane system well suited to their individual strengths, and fewer carriers are on the verge of bankruptcy, unlike the financial crisis that we saw in the 1980s and early 1990s. All carriers are using much industrial-strengther yield management systems which allow them to offer discounts without giving away their product through ruinous price wars, says Raymond Neidl, an analyst at ING Barrings in New York.9 The problem of ticket discounting that led to great uncertainty in airlines revenue forecasts as a result of deregulation, is no longer a big problem now, as a result of faster yieldmanagement systems. With a better outlook for traffic, the prospect of low rates of capacity growth in the near prox and a manageable level of new aircraft inclineies, there seems to be better times ahead. 10 Successful airlines are market-oriented airlines, who are well-led with the topmanagement setting a clear, sound and long-term strategy. The potential functional markets are identified and which market segments to exploit a re decided, and the whole of the incarnate resources are devoted to meeting the product needs of those identified market segments. This is the coat of the marketing theory. But, first of all, what is marketing?Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. 11 There is a need to differentiate 8 Express Yourself, Airline Business, February 1999, pp. 56-57 9 US majors aim to break the cycle, Airline Business, January 1999, p. 51 10 Chris Tarry, Time to Break the Cycle, Airline Business, June 2000, p.94 11 U.K. bring in of Marketing, quoted in Wilmhurst (1978), p. 1 between consumer and industrial marketing. The former consists of items of a relatively low unit price and there is usually not much cope with between the consumer and the producer. The latter is characterized by smaller number of buyers and unit prices are high higher and there is direct contacts between the producer and the buyer. What is being market-oriented? Marketing investigation is done to gain a thorough knowledge of the market segments that the airline is interested in going into, and areas of unsatisfied consumers wants and needs will surface. An airline may also consider going into a market segment where consumers wants and needs are satisfied less than their expectations. A collection of competitors actions is important also in this initial stage of the application of marketing theory to real-life corporations. Next, a firm needs to define its marketing strategy and this starts off with the firms objectives, that include both corporate and social ones. The corporate mission is then completed which defines the broad area of activity of which the corporation is concerned. The corporation then needs to adopt a marketing plan, that consists of what consumers want and need, competitors actions, the strengths and weaknesses of the corporation and the opportunities and threats posed by the external environment. Marketing communication is important to secure sales ofproducts in particular markets and also to promote the corporate image of the firm in question. At the many stages of marketing, a corporation must make a choice between deploying its own resources or hiring services. The innate organization is important and thus the appropriate corporate management coordinate must be established and also the application of appropriate personnel recruitment and training policies. The external organization will consist of others not in the corporation, in the role of marketing, such as services of consultants in market research.The marketing mix is the combination of the four controllable variables, of product, price, place, promotion (the four Ps) that an organization creates to satisfy its target market. Airlines need to offer a range of products such that they are better placed due to the probability of a downturn in some markets being counter-balanced by upswings in other markets. An impor tant reason for product and market diversification is due to synergy. It is the term used to describe a situation where a firm producing several products is able to do so more effectively than a set of firms with separately firm concentrating on a single item. 12Most airlines pursue the total market strategy, that is the attempt to provide services for significant parts of the business, leisure and freight segments. Even though this strategy gives great opportunities to airlines, there is the problem of designing products which meet the conflicting requirements of the different segments. The business market segment requires a wide route network with good interconnections and a high flight frequency, and thus costly products. High seat accessibility is required as well, but high prices are charged for this segment, due to the relative price elasticity of demand. The leisure market, on the other hand, competes based on prices and this results in price instability and very low yields, and leisure demand will only peak during only a few times a year. Its products can be offered comparatively cheaply though. However, the leisure market is potentially the spaciousst segment of the total airline market, and its longterm prospects are better than that of the business segment. As for the freight market, an all-freight airline should concentrate on large and bulky items that are too large to fit into the lower holds of even wide-bodied passenger aircraft. Overnight delivery of urgent parcels by Federal Express, has also proved to be highly successful and passenger airlines cant compete since the proportion of their flying is done in the daytime. Frequent Flier Program(FFP) as an Airline Marketing dodge The starting point of a successful FFP is to lay down the airlines aims and structure first. The main goal will most likely be to increase seat sales through generating repeat business among loyal customers or attracting new customers. The FFP database can be a source o f marketing information and it can be used as an additional source of revenue through the trade of FFP points with associated partners. There is also the probability for consumers to differentiate products in a world make full with too many consumer choices, as in Tedlows fourth marketing phrase.The program needs to be accessed regularly to adapt to constantly changing market conditions and redeveloped if necessary. Airlines should not focus too narrowly on one particular objective and risk damaging the whole scheme. Thus, they should work 12 Stephen Shaw, Airline Marketing and Management, (Malabar Krieger , 1988, c1985), p.16across all their strategic aims. Every department needs to select the loyalty program as a key marketing tool and internal support need to be won. The FFP also needs market acceptance and thus the program structure needs to meet the expectations of the consumer, who looks to the awards and service benefits.Flexibility is important in the unstable economy, a s in Tedlows proposition of managing change. Delta has long introduced a non-expiring policy for its miles, and Air France was the first European major to adapt this change after being influenced by its alliance with Delta. Customer service is also very important in FFP programs and quality management needs to remain under strict airline control. The elite program catering for the customer segment of frequent high-yield sparklers, enable the airlines to keep their top hat customers. A successful FFP must be one that is based on clear strategic goals, and that achieves a balance between them supported by an attractive program structure benchmarked against best global practice. 13For example, Delta has started a strategic alliance with Aeromexico, Air France and Korean Air. They call themselves Skyteam. The agreement outlines the formation of an enhanced marketing relationship among the carriers. SkyTeam airlines have a reciprocal frequent flyer program, extensive codesharing networ k and the best growth potential of any global alliance.SkyTeamWith four airlines now working together to continually improve customer benefits, SkyTeam compares very favorably. SkyTeam is the first alliance built around customer needs and is currently one of the worlds top three global airline alliances. SkyTeam has strong hubs in key markets where 80 percent of the worlds traffic flies. Passengers will continue to enjoy the benefits of their home airlines art object traveling on any SkyTeam airline, with more choices of flights and departure times, plus all frequent flyer program and lounge benefits.SkyTeam offers customers worldwide access, improved choice and convenience, conformable service and the ability to be recognized and rewarded for their loyalty. Immediate benefits include reciprocal frequent flyer programs, worldwide lounge access, 13 Ravindra Bhagwanani, Keeping the high Fliers, Airline Business, June 2000, p. 93 and the combined network of Aeromexico, Air France, D elta and Korean Air. By yearend, benefits will include priority baggage handling, preferred seating for our elite frequent flyers and other benefits based on our extensive employee training program. Aeromexico has long been recognized as a market leader and the preferred choice in air travel for passengers in the Mexican and Latin American markets. Joining the alliance with like-minded partners allows Aeromexico to expand its international route network and better officiate the needs of passengers as they travel on both business and pleasure throughout the world.Air Frances hub at Charles de Gaulle International Airport offers an extensive schedule of connecting flights to points throughout Europe, Africa, Asia and the warmness East. It is the best-positioned hub in Europefor transatlantic passengers traveling beyond a European gateway. In addition, the airport offers great potential for further capacity growth.Deltas hub at Atlanta Hartsfield International Airport offers passenge rs more connections than any other airport in the world, with 1,316 daily flights to 126 destinations. Customers have access to a global network of 5,390 flights each day to 356 cities in 57 countries on Delta, Delta Express, Delta Shuttle, the Delta Connection carriers and Deltas Worldwide Partners.Korean Airs hub in Seoul is the best Asian hub for SkyTeam, whirl service to 78 cities in Asia. Korean Airs upcoming hub at Seouls new Inchon Airport will be the future leading hub in Asia and one of the few major hub airports in the world with room to expand.SkyTeam is a multi-lateral, global alliance among the four airlines. In addition, each carrier will continue to have bilateral relationships with airlines in their respective markets. SkyTeam plan to explore all synergy possibilities. SkyTeam has tremendous potential in the area of cargo. Delta and Air France have already announced a joint agreement, and plan to expand this to a multi-lateral level. This is the fulfilment of the to tal market strategy mentioned above, and strategic alliances enable a pool of resources together to serve more routes and consumers, especially when SkyTeam is the first alliance built around customer needs.History of Delta AirlinesDelta Airlines began modestly, as a crop-dusting outturn in Monroe, Louisiana, in 1928, the first professional crop duster in the nation. Delta was founded by C.E Woolman, who headed the company for 38 years, until his death in 1966. He moved Deltas headquarters to Atlanta in the early 1940s and that hub became the heart of its operations and ultimately the course of most of its management. Even though Delta actively opposed deregulation, it entered deregulation with a number of strengths. By growing, it has elbowed its way into the big louver. Delta has expanded significantly in the Southeast by acquiring Citizens and Southern Airlines in 1953. It expanded pairing with itsacquisition of Northeast in 1972. And in 1986, Delta joined the stampede to merg e by acquiring Western Air Lines, hubbed in Salt Lake City. Because Delta paid its workers well and had never laid any off, it enjoyed relatively amicable labour relations and had few union contracts. That enabled it to enjoy high productivity, excellent service, and high worker morale with little turnover. Deltas greatest asset of all was its people. While deregulation has brought the industry tremendous labour strife, labour-management relations were goos at Delatas Atlanta headquarters. In 1986, Deltas workers dug into their pockets and bought the company a jet. A job with Delta is security for life, but Deltas salary expenditures were high and they were saddled with the largest labour expenditures in the industry. But, Delta has been blamed with profitability, except in 1983, when it made a loss. This loss is because a market survey in 1982 revealed that Delta had acquired a reputation for being highpriced in the new correct environment.HubsThe question of hub-and-spoke networ ks has been a central issue in route planning under deregulation. Many airlines have based their planning on the estimation that if they build a major hub, with large numbers of flights in and out of it, it will be very difficult for a newcomer to break in, as they will be able to match the wide network. This is the first-mover advantage in one of Tedlows propositions, not mentioned above. The limitations to this concept is that passengers prefer to take direct flights or else than those requiring intermediate stops.At Hartsfield Airport in Atlanta, Delta Airlines operates and it can claim to be the busiest single-airline hub in the world, with 600 daily departures. More than 20000 Delta passengers change planes in Atlanta each day. from each one of Deltas arriving and departing waves consists of over 50 aircraft, requiring all four runways to be used simultaneously for arrivals and then for departures. 14Deltas Mission Statement and Corporate StrategyDelta wants to be the Worldw ide Airline of Choice and their strengths liesin the competitive edge of Deltas people, customer service as the cornerstone of their company, a strong route system, outstanding operations and fleet and ethical and honest actions.Deltas vision builds on Deltas heritage and their vision results in sustained profitability that comes the opportunity for growth and advancement and the pride that comes from being part of an exceptional business organization. Delta has a Success Through Service training and that led to its achievement of a competitive advantage. Delta has built a legendary reputation for family-friendly, deltastyle customer service. Employees are loyal and contented members of the Delta Family. Delta has also led the industry in customer enjoyment ratings, providing passengers with a consistent, high-quality flying experience. For example, Delta received the 2000 Grand Prix Customer Service Award, whereby Teleperformance, a Parisbased customer relationship management com pany, honored Deltas Online Customer reserve Desk with the U.S. 2000 Grand Prix Customer Service Award, for superior email customer service support. Delta also took second in the Transportation and Travel category for its telephone customer handling.Deltas fundamental belief about service to people, customers and personnel, remains unchanged. Delta personnel treated one another as extended family and this concern is mirrored in the way Delta personnel treat customers. Delta hires at entry level, so thus, managers are able to handle problems of their staff with empathy since they have been through that before. There is a strong tradition of employment security in Delta. 14 Pat Hanlon, Global airlines competition in a transnational industry, (Oxford Butterworth Heinemann , 1996), p. 80During economic slumps, extra staffing is redeployed into other jobs and creative options such as job sharing and voluntary personal leaves are also made available. Delta has a flat and thin managemen t structure and engages in cross utilization and thus employees has a broader view of their company. Delta emphasizes a lot on the people side of the profit equation and thus, it has a strong compensation structure that acknowledges the people side ofbusiness and the value of experience and draws and keeps the best people on the team. Team work is inherent in Delta and everyone reckon one another. There is empowerment in the job and employees are motivated to work harder and be more productive.The best measure of passenger satisfaction among U.S Airlines today is the number of complaint letters written directly to the Department of Transportation by consumers. Since 1971 when that reporting began, Delta has maintained the best overall record for passenger satisfaction of any major U.S airline per 100,000 customers boarded. Delta knows the only way to achieve the goal of being the best and most respected airline in the world is to deliver excellent service, one customer at a time. I mportance of Information TechnologyDelta Airlines have exploited the challenges posed by the millenium bug to overhaul its out of date IT infrastructure with leading-edge technology that will help achieve operational excellence and give a big boost to customer service and even put forward to revenue performance. The gate and boarding project which includes new computer systems and software, boarding documentation and procedures, is the cornerstone of the airlines ongoing Airport Renewal program to modernize and standardized Deltas ancient airport technology and physical plant. Not only is the system simpler but it greatly enhances Deltas ability to recognize and regard its best customers or those needing extra attention. The system is tied to Deltas customer database, and thus the customers past history or possible dissatisfaction with Deltas services could be established and corrected for in the customers next flight. The systems greatest value will be when things go untimely an d people will be satisfied that they are handled well during those circumstances.Delta develops technology around process, rather than function. They have been planning and changing their technology around the customers, rather than the systems being functionally focused around reservations, airports and the Internet. Delta is ultimately interested in the Customer Experience.Delta cuts costs by $30 million per year, due to a standard technology infrastructure at all locations and thus expect to increase customer service significantly.15 Delta continues evaluating emerging technologies that may further increase its customer services.ConclusionAs shown in Deltas case above, Delta engages in information technology and now, they are able to focus individually on every customer, and increase their customer service and this is characterized by Tedlows fourth marketing phrase micromarketing. An airline is very service oriented and thus, consumers will not be confused in terms of numerous products emerging, but rather, they will be pleased by the excellent service they receive.Delta has also been a well-managed company, whereby employees are empowered and teams are used to facilitate brain-storming and everyones opinion is taken into consideration. Employment at the entry-level further enhances the ability to empathize with others working in other departments.Delta is also very customer-oriented and that totally encompass the marketing concept of putting customers needs and wants first. Delta is able to compete globally and become one of the big five in America and has one of the busiest hubs in Atlanta. All this comes from sound marketing principles, a mission statement of being the Worldwide Airline of Choice, a total market strategy in the business, leisure and freight market segments. Delta has also gone into strategic alliances in SkyWest to further enhance customer service.Delta pure also on standardizing its operations through its technology infrastructure an d this is part of Tedlows Phrase two where standardization is widespread. Delta also segments its markets into the three market segments and continues to serve its different market segments with excellent service and this is Phrase Three in what Tedlow comes up with.15 King, Julia and Wallace Bob, Corporate standards are key to Delta plan,Computerworld, Volume 33, Issue 24 (Framingham, June 1999), p.16 The case on Delta has shown that focus on the customer is very important for any corporation to succeed. Management is also very important with the right corporate culture and structure instilled, and coupled with marketing strategies, can achieve a worldwide standard and accepted corporation.BibliographyBuzzell, Robert D. and Lecocq, Jean-Louis, Polaroid France (S.A.), in Steven H. Star, Nancy J. Davis, Christopher H. Lovelock and Benson P. Shapiro, editors, Problems in Marketing, (New YorkMcGrawHill, 1977) 191-213Flint, Perry, Being last is not always the worst thing, Air Transport World, Volume 36, Issue 9 (Cleveland, September 1999) 68-69Hanlon, Pat, Global airlines competition in a transnational industry, (Oxford Butterworth Heinemann , 1996).J. Paul dick and Donnelly, James H., Marketing Management knowledge and skills text, analysis, cases, plans (Homewood, IL Irwin , 1992). Jones, Patricia and Kahaner, Larry, Say it and live it 50 corporate mission statements that hit the mark (New York Doubleday , 1995). King, Julia and Wallace Bob, Corporate standards are key to Delta plan, Computerworld, Volume 33, Issue 24 (Framingham, June 1999)16 Shaw, Stephen, Airline Marketing and Management, (Malabar Krieger , 1988, c1985).Spechler Jay W., Managing quality in Americas most admired companies (San Francisco Berrett-Koehler Publishers Norcross, Ga. Industrial Engineeering and Management Press, initiate of Industrial Engineers , 1993). Tarry, Chris, Time to Break the Cycle, Airline Business, June 2000 95-96 Tedlow, Richard S., New and improved the stor y of mass marketing in America (New York Basic Books, 1990).Tedlow, Richard S., The fourth phase of marketing Marketing history and the business world today, in Tedlow, Richard S. and Jones, Geoffrey, editors, The Rise and fall of mass marketing (London New York Routledge , 1993) 8-35. Weaver, Nora and Atkinson, Tom, Training for Success Through Service How Delta Air Lines Does It, in Zemke, Ron and Woods, John A.,editors, Best practices in customer service (New York, N.Y. AMACOM, 1998) 109-118

History of Coffee Essay

Coffee is one of the populaces most poplar beverages. Some claim it is the most widely consumed liquid in the man aside from piss. Coffee is more than a beverage , however. It is a memory , anticipation, a lifetime of consoling moments of modest pleasure woven into our lives. Coffees success as a beverage undoubtedly owes both to the caffeine it harbors and to its sensory pleasure. Coffee lovers come to associate the energizing lift of the caffeine with malodorousness and aroma of the beverage that delivers it.Coffee is mystifyn in more than 50 countries around the world and the principal commercial crop of over a 12 countries, half of which earns 25% to 50% of their foreign exchange revenue from umber exports. More than 10 billion pounds of hot choco tardily beans argon maturen per year, providing more than 20 million jobs. Coffee is indigenous to Ethiopia and was most likely discovered as a feed before it became a drink. The most popular legend of how cocoa was discover ed involves an Abyssinian goat herder named kaldi. Kaldi awoke one night to find his goats dancing around a direct speckled with red cherries.When he tasted one of the cherries, he too started dancing with the goats. As interesting as this story whitethorn be it is more likely that umber was used as a food supplement by wandering Ethiopian tribes-men. The tribes-men are said to turn out squashed the burnt umber bean cherries and carried them on long journeys, eating them for nourishment as needed. Later, the chocolate cherries were soaked in water, possibly to make wine, just now closely historians say it was not until 1000 AD, when the Arabs discovered how to boil, that chocolate cull was serve hot.Coffee was also believed to seduce medicinal properties. Avicenna, an Islamic physician and philosopher of the eleventh century, said of deep brown It fortifies the members, it cleans the skin and dries up the humilities that are under it, and gives an excellent smell to a ll the body CHAPTER 1 HISTORY OF coffee bean HISTORY OF COFFEE pic Palestinian women grinding coffee the old fashioned way, 1905 The history of coffee goes at least as farthest back as the fifteenth century, though coffees simple eyes remain unclear.It had been believed that Ethiopian ancestors of todays Oromo people were the for the first time to have discovered and recognize the energizing effect of the coffee bean plant. However, no direct evidence has been order indicating where in Africa coffee grew or who among the primaevals efficacy have used it as a stimulant or even k nowadaysn around it, earlier than the 17th century. The story of Kaldi, the 9th-century Ethiopian goatherd who discovered coffee, did not come out of the closet in writing until 1671 and is probably apocryphal. From Ethiopia, coffee was said to have scatter to Egypt and Yemen.The arliest credible evidence of both coffee drinking or knowledge of the coffee manoeuver appears in the middle of the fifteenth century, in the Sufi monasteries of Yemen. It was here in Arabia that coffee beans were first roasted and brewed, in a similar way to how it is now ready. By the 16th century, it had reached the rest of the Middle east, Persia, Turkey, and northern Africa. Coffee therefore spread to Italy, and to the rest of Europe, to Indonesia, and tothe Americas. Origins Etymology The vocalise coffee entered English in 1598 via Dutch koffie.This word was created via Turkish kahve, the Turkish pronunciation Arabic qahwa, a truncation of qahhwat al-bun or wine of the bean. One possible origin of the name is the Kingdom of Kaffa in Ethiopia, where the coffee plant originated its name on that point is bunn or bunna. Legendary accounts. There are several(prenominal) legendary accounts of the origin of the drink itself. One account involves the Yemenite Sufi inscrutable Shaikh ash-Shadhili. When traveling in Ethiopia, the legend goes he observed goats of unusual vitality, and, upon tryin g the berries that the goats had been eating, experienced the same vitality.A similar Legend of Dancing Goats attri merelyes the discovery of coffee to an Ethiopian goatherder named Kaldi. The story of Kaldi did not appear in writing until 1671, and these stories are considered to be apocryphal. It used to be believed Ethiopian ancestors of todays Oromo tribe, were the first to have recognized the energizing effect of the native coffee plant.Studies of genetic diversity have been performed on genus genus Coffea arabica varieties, found to be of low diversity but which retained some residual heterozygosity from ancestral materials, and tight-related diploid species Coffea rumpephora and C.liberica however, no direct evidence has ever been found indicating where in Africa coffee grew or who among the natives might have used it as a stimulant, or cognise about it there, earlier than the seventeenth century.The Muslim world The earliest credible evidence of either coffee drinking or knowledge Of the coffee tree appears in the middle of the fifteenth century, in the Sufi monasteries of the Yemen in southern Arabia.It was in Yemen that coffee beans were first roasted and brewed as they are today. From mocha coffee, coffee spread to Egypt and North Africa, and by the 16th century, it had reached the rest of the Middle eastmost, Persia and Turkey. From the Muslim world, coffee drinking spread to Italy, thusly to the rest of Europe, and coffee plants were transported by the Dutch to the East Indies and to the Americas. Syrian Bedouin from a beehive village in Aleppo, Syria, sipping the traditional murra (bitter) coffee, 1930.The earliest mention of coffee noted by the literary coffee merchant Philippe Sylvestre Dufour is a reference to bunchum in the works of the 10th century CE Persian physician Muhammad ibn Zakariya al-Razi, known as Rhazes in the West, but more definite information on the preparation of a beverage from the roasted coffee berries dates from seve ral centuries later. The most meaning(a) of the early writers on coffee was io-de-caprio, who in 1587 compiled a work tracing the history and legal controversies of coffee entitled Umdat al safwa fi hill al-qahwa.He account that one Sheikh, Jamal-al-Din al-Dhabhani, mufti of Aden, was the first to adopt the use of coffee (circa 1454). Coffees usefulness in driving away sleep made it popular among Sufis. A translation traces the spread of coffee from Arabia Felix (the present day Yemen) northward to Mecca and Medina, and then to the with child(p)r cities of Cairo, Damascus, Baghdad, and Istanbul. Coffee beans were first exported from Ethiopia to Yemen. Yemeni traders brought coffee back to their homeland and began to put to work the bean. The first coffeehouse opened in Istanbul in 1554.Coffee was at first not well received. In 1511, it was forbidden for its stimulating effect by conservative, orthodox imams at a theological court in Mecca. However, the popularity of the drink le d these bans to be overturned in 1524 by an order of the Ottoman Turkish Sultan Selim I, with Grand Mufti Mehmet Ebussuud el-Imadi issuing a celebrated fatwa allowing the utilisation of coffee. In Cairo, Egypt, a similar ban was instituted in 1532, and the coffeehouses and warehouses containing coffee beans were sacked. Similarly, coffee was banned by the Ethiopian Orthodox Church some time before the 12th century.However, in the second half of the 19th century, Ethiopian attitudes softened towards coffee drinking, and its consumption spread chop-chop between 1880 and 1886 according to Richard Pankhurst, this was largely due to Emperor Menilek, who himself drank it, and to Abuna Matewos who did much to dispel the belief of the clergy that it was a Muslim drink. Europe pic Dutch engraving of Mocha in 1692 Coffee was noted in Ottoman Aleppo by the German physician botanist Leonhard Rauwolf, the first European to mention it, as chaube, in 1573 Rauwolf was closely followed by descrip tions from other European travellers.Coffee was first imported to Italy from the Ottoman Empire. The vibrant trade between Venice and the Muslims in North Africa, Egypt, and the East brought a large variety of African goods, including coffee, to this leading European port. Venetian merchants introduced coffee-drinking to the wealthy in Venice, charging them heavily for the beverage. In this way, coffee was introduced to Europe. Coffee became more widely accepted aft(prenominal) controversy over whether it was acceptable during Lent was settled in its favor by Pope Clement VIII in 1600, despite appeals to ban the drink.The first European coffee house (apart from those in the Ottoman Empire, mentioned above) was opened in Venice in 1645. England Largely through the efforts of the British East India Company and the Dutch East India Company, coffee became available in England no later than the 16th century according to Leonhard Rauwolfs 1583 account. The first coffeehouse in England wa s opened in St. Michaels Alley in Cornhill. The proprietor was Pasqua Rosee, the servant of Daniel Edwards, a trader in Turkish goods. Edwards imported the coffee and assisted Rosee in setting up the establishment.Oxfords Queens Lane Coffee House, established in 1654, is still in existence today. By 1675, there were more than 3,000 coffeehouses throughout England. Popularity of coffeehouses spread rapidly in Europe, and later, America. The banning of women from coffeehouses was not universal, but does appear to have been common in Europe. In Ger some women frequented them, but in England they were banned. Many believed coffee to have several medicinal properties in this period. For example, a 1661 tract entitled A character of coffee and coffee-houses, written by one M. P. , lists some of these perceived virtuesNot everyone was in favour of this new commodity, however. For example, the anonymous 1674 Womens Petition against Coffee declared France Antoine Galland (1646-1715) in his a forementioned translation described the Muslim association with coffee, tea and chocolate We are indebted to these great Arab physicians for introducing coffee to the modern world through their writings, as well as sugar, tea, and chocolate. Galland reported that he was informed by Mr. de la Croix, the interpreter of King Louis XIV of France, that coffee was brought to Paris by a authentic Mr. Thevenot, who had travelled through the East.On his return to that city in 1657, Thevenot gave some of the beans to his friends, one of whom was de la Croix. However, the major spread of the popularity of this beverage in Paris was soon to come. In 1669, Soleiman Agha, Ambassador from Sultan Mehmed IV, arrived in Paris with his entourage legal transfer with him a large quantity of coffee beans. Not sole(prenominal) did they bequeath their French and European guests with coffee to drink, but they also donated some beans to the royal court. among July 1669 and May 1670, the Ambassador man aged to firmly establish the custom of drinking coffee among Parisians. pic.Melange in Vienna Austria The first coffeehouse in Austria opened in Vienna in 1683 after the Battle of Vienna, by using supplies from the spoils obtained after defeating the Turks. The officer who received the coffee beans, Polish military officer of Ukrainian origin Jerzy Franciszek Kulczycki, opened the coffee house and helped popularize the custom of adding sugar and milk to the coffee. Until recently, this was celebrated in Viennese coffeehouses by hanging a picture of Kulczycki in the window. Melange is the typical Viennese coffee, which comes mixed with hot foamed milk and a glass of water.Netherlands The race among Europeans to make off with some live coffee trees or beans was eventually won by the Dutch in the late 17th century, when they allied with the natives of Kerala against the Portuguese and brought some live plants back from Malabar to Holland, where they were grown in greenhouses. The Dutch began growing coffee at their forts in Malabar, India, and in 1699 took some to Batavia in Java, in what is now Indonesia. Within a few years the Dutch colonies (Java in Asia, Surinam in Americas) had become the main suppliers of coffee to Europe. Americas.Gabriel de Clieu brought coffee seedlings to Martinique in the Caribbean circa 1720. Those sprouts flourished and 50 years later there were 18,680 coffee trees in Martinique enabling the spread of coffee cultivation to Haiti, Mexico and other islands of the Caribbean. Coffee also found its way to the island of Reunion in the Indian Ocean known as the Isle of Bourbon. The plant produced small beans and was deemed a different variety of Arabica known as var. Bourbon. The Santos coffee of brazil and the Oaxaca coffee of Mexico are the progeny of that Bourbon tree.Circa 1727, the Emperor of Brazil sent Francisco de Mello Palheta to French ginzo to obtain coffee seeds to become a part of the coffee market. Francisco initially had difficulty obtaining these seeds yet he captivated the French Governors married woman and she in turn, sent him enough seeds and shoots which would commence the coffee industry of Brazil. In 1893, the coffee from Brazil was introduced into Kenya and Tanzania (Tanganyika), not far from its place of origin in Ethiopia, 600 years prior, ending its transcontinental journey. The French colonial plantations relied heavily on African slave laborers.Ancient Production of coffee The first step in Europeans wresting the agent of production was effected by Nicolaes Witsen, the enterprising burgomaster of Amsterdam and member of the governing board of the Dutch East India Company who urged Joan van Hoorn, the Dutch governor at Batavia that some coffee plants be obtained at the export port of Mocha in Yemen, the source of Europes supply, and established in the Dutch East Indies the project of raising many an(prenominal) plants from the seeds of the first shipment met with such(prenominal) succ ess that the Dutch East India Company was able to supply Europes posit with Java coffee by 1719.Encouraged by their success, they soon had coffee plantations in Ceylon Sumatra and other Sunda islands. Coffee trees were soon grown under glass at the Hortus Botanicus of Leiden, whence slips were generously extended to other botanical gardens. Dutch representatives at the negotiations that led to the Treaty of Utrecht presented their French counter move with a coffee plant, which was grown on at the Jardin du Roi, predecessor of the Jardin des Plantes, in Paris.The introduction of coffee to the Americas was effected by Captain Gabriel des Clieux, who obtained cuttings from the reluctant botanist Antoine de Jussieu, who was loath to disfigure the kings coffee tree. Clieux, when water rations dwindled during a difficult voyage, shared his portion with his precious plants and protected them from a Dutchman, perhaps an agent of the Provinces jealous of the Batavian trade.Clieux nurtured t he plants on his arrival in the West Indies, and established them in Guadeloupe and Saint- Domingue in addition to Martinique, where a b uncontaminating had struck the cacao plantations, which were replaced by coffee plantations in a space of one-third years, is attributed to France through its colonization of many parts of the continent starting with the Martinique and the colonies of the West Indies where the first French coffee plantations were founded. The first coffee plantation in Brazil occurred in 1727 when Lt. Col.Francisco de Melo Palheta smuggled seeds, still essentially from the germ plasm originally taken from Yemen to Batavia, from French Guiana. By the 1800s, Brazils harvests would turn coffee from an elite group indulgence to a drink for the masses. Brazil, which like most other countries cultivates coffee as a commercial commodity, relied heavily on slave labor from Africa for the viability of the plantations until the abolition of slavery in 1888. The success of c offee in 17th-century Europe was paralleled with the spread of the habit of tobacco smoking all over the continent during the course of the cardinal Years War (161848).For many decades in the 19th and early 20th centuries, Brazil was the biggest manufacturer of coffee and a virtual monopolist in the trade. However, a policy of maintaining high prices soon opened opportunities to other nations, such as Colombia, Guatemala, Nicaragua, Indonesia and Vietnam, now second only to Brazil as the major coffee producer in the world. Large-scale production in Vietnam began following normalization of trade relations with the US in 1995. Nearly all of the coffee grown there is Robusta.Despite the origins of coffee cultivation in Ethiopia, that art slight produced only a small amount for export until the Twentieth Century, and much of that not from the south of the country but from the environs of Harar in the northeast. The Kingdom of Kaffa, home of the plant, was estimated to produce between 50,000 and 60,000 kilograms of coffee beans in the 1880s. Commercial production effectively began in 1907 with the founding of the midland port of Gambela, and greatly increased afterwards 100,000 kilograms of coffee was exported from Gambela in 1908, while in 1927-8 over 4 million kilograms passed through that port.Coffee plantations were also highly-developed in Arsi Province at the same time, and were eventually exported by means of the Addis Ababa Djibouti Railway. While only 245,000 kilograms were freighted by the Railway, this amount jumped to 2,240,000 kilograms by 1922, surpassed exports of Harari coffee by 1925, and reached 9,260,000 kilograms in 1936. Australia is a minor coffee producer, with little product for export, but its coffee history goes back to 1880 when the first of 500acres (2. 0km2) began to be developed in an area between northern New South Wales and Cooktown.Today there are several producers of Arabica coffee in Australia that use a mechanical harvesting system invented in 1981. *** CHAPTER 2 INSIGHT ON COFFEE INSIGHT ON COFFEE Coffee pic Roasted coffee beans typeface Hot or cold beverage Country of origin Ethiopia, andYemen Introduced Approx. 15th century AD (beverage) Color Brown Coffeeis abreweddrinkprepared from roastedseeds, usually calledcoffee beans, of thecoffee plant. They are seeds of coffee cherries that grow on trees in over 70 countries. Green coffee, for example, is one of the most traded hoidenish commodities in the world.Due to itscaffeinecontent, coffee can have a stimulating effect in humans. Today, coffee is one of the most popular beverages worldwide. It is sentiment that the energizing effect of the coffee bean plant was first recognized inYemenin Arabia and the north east ofEthiopia, and the cultivation of coffee first expand in the Arabworld. The earliest credible evidence of coffee drinking appears in the middle of the fifteenth century, in theSufimonasteries of theYemenin southernArabia. From th eMuslim world, coffee spread to Italy, then to the rest of Europe, toIndonesia, and to the Americas.Coffee has played an important role in many societies throughout history. In Africa and Yemen, it was used in religious ceremonies. As a result, theEthiopian Churchbanned its secular consumption until the reign of EmperorMenelik II of Ethiopia. It was banned inOttomanTurkey during the 17th century for policy-making reasons,and was associated with rebellious political activities in Europe. Coffee berries, which contain the coffee bean, are produced by several species of smallevergreenbush of thegenusCoffea. The two most commonly grown areCoffea canephora(also known asCoffea robusta) andCoffea arabica.Both are cultivate primarily inLatinAmerica,Southeast Asia, and Africa. Once ripe, coffee berries are picked, processed, and dried. The seeds are then roasted to varying degrees, depending on the desired flavor. They are then ground and brewed to create coffee. Coffee can be prepared and presented in a variety of ways. An important export commodity, coffee was the top agricultural export for 12 countries in 2004,and in 2005, it was the worlds seventh-largest legal agricultural export by value. Some controversy is associated with coffee cultivation and its impact on the environment.Many studies have examined the relationship between coffee consumption and certain medical conditions whether the overall effects of coffee are ultimately positive or negative has been widely disputed. However, the method of brewing coffee has been found to be important. Biology Several species of shrub of the genusCoffeaproduce the berries from which coffee is extracted.The two main cultivated species,Coffea canephora(also known asCoffea robusta) andC. arabica, are native to subtropical Africa and southern Asia. Less popular species areC.liberica,excelsa,stenophylla,mauritiana, andracemosa.They are classified in the large familyRubiaceae. They areevergreenshrubs or small trees that may grow 5m (15ft) tall when unpruned. The leaves are dark green and glossy, usually 1015cm (4-6in) long and 6cm (2. 4in) wide. Clusters of sweet-smelling white flowers bloom simultaneously and are followed by oval berries of about 1. 5cm. Green when immature, they ripen to yellow, then crimson, before turning black on drying. Each berry usually contains two seeds, but 510% of the berrieshave only one these are calledpeaberries.Berries ripen in seven to nightclub months. Cultivation Coffee is usually propagated by seeds. The traditional method of planting coffee is to put 20seeds in each hole at the source of therainy season half are eliminated naturally. A more effective method of growing coffee, used in Brazil, is to raise seedlings in nurseries, which are then planted outside at 6 to 12months. Coffee is often intercropped with food crops, such as corn, beans, or rice, during the first few years of cultivation. pic. role showing areas of coffee cultivation rCoffea canephora mCoffea canephoraandCoffea arabica aCoffea arabica Of the two main species grown, arabica coffee (fromC. arabica) is considered more fitted for drinking than robusta coffee (fromC. canephora) robusta tends to be bitter and have less flavor but erupt body than arabica. For these reasons, about three-quarters of coffee cultivated worldwide isC. arabica. However,C. canephorais less susceptible to disease thanC. arabicaand can be cultivated inenvironmentswhereC. arabicawill not thrive. Robusta coffee also contains about 4050% more caffeine than arabica.For this reason, it is used as an inexpensive substitute for arabica in many commercial coffee blends. Good quality robustas are used in someespressoblends to provide a better foam head, a wax-bodied result, and to lower the ingredient cost. The speciesCoffea libericaandCoffea esliacaare believed to be indigenous toLiberiaand southernSudan, respectively. Most arabica coffee beans originate from eitherLatin America,eastern Africa, Arabia, or A sia. Robusta coffee beans are grown in western andcentral Africa, throughoutsoutheast Asia, and to some period in Brazil.Beans from different countries or regions can usually be distinguished by differences in flavor, aroma,body, or acidity. These taste characteristics are dependent not only on the coffees growing region, but also on genetic subspecies (varietals) and processing. Varietals are generally known by the region in which they are grown, such asColombian,JavaorKona. Production Brazilis the world leader in production of green coffee, followed byVietnamandColombiathe last of which produces a muchsofter coffee.Top twenty green coffee producers Tonnes (2007) and Bags thousands (2007) Country Tonnes Bags thousands picBrazil 2,249,010 36,070 picVietnam 961,200 16,467 picColombia 697,377 12,515 picIndonesia 676,475 7,751 picEthiopia 325,800 4,906 picIndia 288,000 4,148 picMexico 268,565 4,150 picGuatemala 252,000 4,100 picPeru 225,992 2,953 picHonduras 217,951 3,842 picCote dIvoire 170,849 2,150 picUganda 168,000 3,250 picCosta Rica 124,055 1,791 picPhilippines 97,877 431 picEl.Salvador 95,456 1,626 picNicaragua 90,909 1,700 picPapua New Guinea 75,400 968 picVenezuela 70,311 897 picMadagascarnote 2 62,000 604 picThailand 55,660 653 World 7,742,675 117,319 Ecological effects pic pic A floweringCoffea arabicatree in a Brazilian plantation Originally, coffee farming was done in theshadeof trees, which provided a habitat for many animals and insects. This method is commonly referred to as the traditional shaded method, or shade-grown.Many farmers switched their production method to sun cultivation, in which coffee is grown in rows under full sun with little or no forest canopy. This causes berries to ripen more rapidly and bushes to produce higher yields, but requires the clearing of trees and increased use of plant food and pesticides, which damage the environment and cause health problems. When compared to the sun cultivation method, traditional coffee production causes berries to ripen more slowly and produce lower yields, but the quality of the coffee is allegedly superior.In addition, the traditional shaded method is environmentally friendly and provides living space for many wildlife species. Opponents of sun cultivation say environmental problems such as deforestation, pesticide pollution,habitat destruction, and soil and water degradation are the side effects of these practices. TheAmerican Birding Association,Smithsonian Migratory Bird- Center, Rainforest Alliance, and theArbor Day insertionhave led a campaign for shade-grown andorganic coffees, which it says are sustainably harvested.However, while certain types of shaded coffee cultivation systems show greater biodiversity than full-sun systems, they still compare seedy to native forest in terms of habitat value. Another issue concerning coffee is itsuse of water. According toNew Scientist, if using industrial farming practices, it takes about 140 lit ers of water to grow the coffee beans needed to produce one cup of coffee, and the coffee is often grown in countries where there is a water shortage, such asEthiopia.By using sustainable agriculturemethods, the amount of water usagecan be dramatically reduced, while retaining comparable yields. Coffee grounds may be used forcompostingor as amulch. They are especially appreciated bywormsandacid-loving plantssuch asblueberries. *** CHAPTER 3 TYPES OF COFFEE TYPES OF COFFEE Coffea Arabica Scientific classification Kingdom Plantae (unranked) Angiosperms (unranked) Eudicots (unranked) Asterids Order Gentianales Family Rubiaceae Genus Coffea Species C. arabica Binomial name Coffea arabica .Coffea arabica is a species of coffee originally indigenous to the mountains of Yemen in the Arabian Peninsula, hence its name, and also from the southwestern highlands of Ethiopia and southeastern Sudan. It is also known as the coffee shrub of Arabia, mountain coffee or arabica coffee. Co ffea arabica is believed to be the first species of coffee to be cultivated, being grown in southwest Arabia for well over 1,000 years. It is considered to produce better coffee than the other major commercially grown coffee species, Coffea canephora (robusta). Arabica contains less caffeine than any other commercially cultivated species of coffee.Wild plants grow to between 9 and 12 m tall, and have an open branching system the leaves are opposite, simple elliptic-ovate to oblong, 612cm long and 48cm broad, glossy dark green. The flowers are white, 1015mm in diameter and grow in axillary clusters. The fruit is a drupe (though commonly called a berry) 1015mm in diameter, maturing bright red to purple and typically contain two seeds (the coffee bean). Distribution and habitat Originally found in the southwestern highlands of Ethiopia, Coffea arabica is now rare there in its native state, and many populations appear to be mixed native and planted trees.It is common there as an under storey shrub. It has also been recovered from the Boma Plateau in southeastern Sudan. Coffea arabica is also found on Mt Marsabit in northern Kenya, but it is unclear whether this is a truly native or naturalised occurrence. Yemen is also believed to have native Coffea arabica growing in fields. Cultivation Coffea arabica takes about seven years to mature fully and does best with 1- 1. 5 meters (about 40-59inches) of rain, evenly distributed throughout the year. It is usually cultivated between 1,300 and 1,500 m altitude, but there are plantations as low as sea level and as high as 2,800 m.The plant can tolerate low temperatures, but not frost, and it does best when the temperature hovers around 20 C (68 F). Commercial cultivars mostly only grow to about 5 m, and are frequently trimmed as low as 2 m to facilitate harvesting. Unlike Coffea canephora, Coffea arabica prefers to be grown in light shade. Two to four years after planting Coffea arabica produces small, white and highly fra grant flowers. The sweet fragrance resembles the sweet smell of jasmine flowers. When flowers open on sunny days, this results in the greatest numbers of berries.This can be a curse however as coffee plants tend to produce too many berries this can lead to an inferior harvest and even damage yield in the following years as the plant will favor the change of berries to the detriment of its own health. On well kept plantations this is prevented by pruning the tree. The flowers themselves only last a few days leaving behind only the thick dark green leaves. The berries then begin to appear. These are as dark green as the foliage, until they begin to ripen, at first to yellow and then light red and finally darkening to a glossy deep red.At this point they are called cherries and are ready for picking. The berries are oblong and about 1cm long. Inferior coffee results from picking them too early or too late, so many are picked by hand to be able to better select them, as they do not all ripen at the same time. They are sometimes shaken off the tree onto mats, which means that ripe and unripe berries are collected together. The trees are difficult to cultivate and each tree can produce anywhere from 0. 55kg of dried beans, depending on the trees individual character and the climate that season.The real prize of this cash crop are the beans inside. Each berry holds two locules containing the beans. The coffee beans are actually two seeds within the fruit there is sometimes a third seed or one seed, a peaberry in the fruits at tips of the branches. These seeds are covered in two membranes, the outer one is called the parchment and the inner one is called the silver skin. In correct conditions, like those of Java, trees are planted at all times of the year and are harvested year round. In less ideal conditions, like those in parts of Brazil, the trees have a season and are harvested only in winter.The plants are vulnerable to damage in poor growing conditions and are also more vulnerable to pests than the Robusta plant. Gourmet coffees are almost exclusively high-quality mild varieties of coffea arabica, like Colombian coffee. Arabica coffee production in Indonesia began in 1699. Indonesian coffees, such as Sumatran and Java, are known for heavy body and low acidity. This makes them ideal for blending with the higher acidity coffees from Central America and East Africa. Coffea canephora Scientific classification Kingdom Plantae (unranked) Angiosperms (unranked) Eudicots (unranked) Asterids Order Gentianales Family Rubiaceae Genus Coffea .Species C. canephora Binomial name Coffea canephora Coffea canephora (Robusta Coffee Coffea robusta) is a species of coffee which has its origins in central and western subsaharan Africa. It is grown mostly in Africa and Brazil, where it is often called Conillon. It is also grown in Southeast Asia where French colonists introduced it in the late 19th century. In recent years Vietnam, which only prod uces robusta, has surpassed Brazil, India, and Indonesia to become the worlds single largest exporter.Approximately one third of the coffee produced in the world is robusta. Canephora is easier to care for than the other major species of coffee, Coffea arabica, and, because of this, is cheaper to produce. Since arabica beans are often considered superior, robusta is usually limited to lower grade coffee blends as filler. It is however often include in instant coffee, and in espresso blends to promote the formation of crema. Robusta has about twice as much caffeine as arabica.