Green Building Technology Essay

1. Introduction Would there be a technology that can benefit nature and human beings at the same time? Conventional belief over the use of technology is that nature is sacrificed and used up for the sake of human beings. However, technology is not simply about efficiency anymore, and its associated grounds are expanding. Concern over environment is one of the most prominent ones, and ‘Green building technology’ falls under it. Green building technology aims to create environmentally responsible buildings or housings throughout its life span, while using the resources available efficiently. It involves the whole process of building certain structure, covering the processes of design, construction, operation, maintenance, renovation and deconstruction (EPA). In short, it is construction technology that tries to optimize environmental sustainability and efficiency while not giving up the necessary qualities of living spaces. Idea of Green building arose as OPEC oil embargo occurred in year 1973 with an Initial goal of reducing its fossil fuel usage. This being a motive, further researches was done by different groups and green building came into housing trend (Marble Institute) After that, there had been increased attention and development of green building technology. People are more interested in looking for environmentally friendly housings and many governments are promoting it through different kinds of green construction standards. Yet, is this technology really giving us substantial benefit in our daily lives? What kind of benefits, in specific, is it providing? What would be the processes of achieving such impacts? Even though this technology does not have a long history, it is already causing changes in reducing energy and resource usages; economic and social benefits are in rise too. Green building has substantial positive effect in both environment and economy, with potential for better outcomes in the future. This can be supported by numerous facts and application of technology. Specific applications of controlling energy usage leads to outright reducing of resources used in construction, which in bigger ground, leads to overall change of human society. 2. Functions in Resource Conservation 2.1 Background The need to conserve natural resources arose from several natural changes in climate. First major change was the global increase of temperature, which also caused devastating natural disasters. (Figure 1) For example, this diagram from NASA’s investigation implies that until the point of 1990s, at least there were below-zero global temperature anomaly. But it has exceeded the point of 0 degrees Celsius since then, reaching higher points. This caused problems like shifting natural characteristics for some countries (i.e. gaining more tropical climate, while the area doesn’t fall under tropical area) and extreme weathers like heat waves leading to hundreds of casualties (IPCC). Stanford researchers predicts summers will keep getting hotter for the next 20 years (Rust,2011) Additional problems of high energy dependencies and its consequences are not negligible too. Oil prices have doubled since 10 years ago with annual increase of 25% between 2004 and 2008 (Bauer, 2010). For countries who import their energy resources, reducing the energy usage and saving money is a big concern. High dependency in energy usage often causes crisis in some special crisis situations. It could be financial, political, or literally natural disaster. While so, housing alone takes up major portion of total energy usage. According to United States’ Environmental Protection Agency (EPA), it accounted for 38.9 percent of total U.S. energy consumption in 2005. In year 2006 it took 72 percent of total U.S. electricity consumption and this number will rise to 75% by 2025. So it can be seen how change in managing housings can lead to positive changes (EPA). Green building technology tackles against these problems with many different technologies, adopting them appropriately for each aspects of energy conservation. While so, 2 examples that directly fight against specific aspects are brought up here. 2.2 Heat Control Firstly, it has been said that the heating and cooling process of a household heavily uses electricity and causes substantial carbon emission. Following are statistics stated by EPA: †¢ The average household spends at least $2,000 a year on energy bills — over half of which goes to heating and cooling. †¢ Out of the total energy consumption in an average household, 50% goes to space heating, 27% to run appliances, 19% to heat water and 4% goes to air conditioning. The numbers are self-explanatory; heating and cooling alone is a big part of whole energy consumption. Temperature control technology for green building enables reducing such consumption and carbon emission. During summer the sun light directly enters through houses through windows or hits the surfaces of outer building and heats up the whole construction. Four factors affect heat accumulation in a home: solar heat gain, internal heat gain, air leakage, and temperature difference. To solve these problems, approaches such as using shades, changing color of outer building, change of roof structure, reducing internal heat generating sources (ex. Electronic equipment), and better use of spaces for air ventilation are used. Today’s buildings also use machine controlled ventilation system or, manual adjustment of ventilation openings to control the heat (Bauer, 2010). On the other hand, during winter it is important to keep and gain every possible heat. A simple method like building the houses facing towards south or optimizing use of sunlight would be the most well-known methods. Additionally, methods of ‘loading up’ the heat into the building are also used, which is using methods like using atria or double faà §ade- dual dimensioned surfaces like windows or wall surfaces- which can support the heat insulation by 20% (Bauer, 2010). As a particular example, window films are proven to be effective in solar radiation cut, reducing the heat level entering a house. The benefit of windows films is clear; it reflects the sun radiation that causes heat and let the room keep cool with less efforts, in terms of both cost and energy usage. This means less air conditioning is used and less energy is consumed. It is proposed by Solar Gard ®, that â€Å"Not only do Solar Gard’s architectural solar control window films help cut energy expenditures by up to 30%, its Environmental Product Declaration (EPD) scientifically proves that Solar Gard and Panorama ® solar control window films have a net positive environmental impact worldwide (Solar Gard). These are specific effects of window film proposed by them; 1. One square meter of a low-e wood window, the type with the smallest carbon footprint, has a carbon cost of 253 kilograms. The carbon cost of Solar Gard window film is less than one kilogram per square meter. 2. Solar Gard window film saves 1001 times more GHG emissions from entering the atmosphere than is used and/or created during its manufacture. 3. Solar Gard window film installed between 2007 and 2008 saved 3.6 million tons of CO2 from entering the atmosphere; this is equivalent to the carbon output of 16,350 American families (with four people). This particular products’ such effects can be expected from other window films too. In short, all these heat controlling technologies serve to reduce the electricity usage with additional energy conserving effects of reduced carbon emissions. 2.3 Emission Control Speaking of carbon emissions, there are specific uses of materials that combats them. In United States, housing alone takes 38 percent of the total carbon dioxide emissions (EPA). Carbon dioxide emission is one of the well-known factors that are blamed for the global warming. The famous Kyoto Protocol was established in order to limit this and also to achieve better results with global warming around the world. Choice of materials for constructions is thus carefully chosen from the planning stage, since once used in the process of construction, it is hard to replace them afterwards. Different sorts of materials has different amount of carbon emissions, and in green building that is considered as major criteria. Other aspects of renewability and sustainability are also considered carefully when material is picked. One specific example of such effort would be use of wood for floorings. Wood has its advantage as a building material from its characteristics of low embodied energy, low carbon impact, low pollution emission, and sustainability. Low embodied energy means it takes less efforts and resources in order to get it. Wood, since it has minimal energy processing during harvesting, has relatively lower embodied energy than those like steels, concrete, aluminum, plastic. In terms of carbon impact, it has lower carbon emission than most of other construction materials. Compared to other artificial or metal types or materials, it shows significantly lower level of carbon emission just as shown in figure 2. Figure 2 Basically, this is the most important characteristic of wood usage for green building, and it is listed as the followings in the website of The Solid Wood Flooring Company: * For every tonne of CO2 a tree absorbs from the atmosphere nearly  ¾ of a tonne of oxygen is produced * Over 83% of the timber supplied in the UK is certified to be sustainable * Using wood instead of other building materials saves an average of 0.9 tonnes of CO2 per cubic metre. * An ‘EUR’ wooden pallet stores around 29kg of CO2 taken from the atmosphere during the growth of the tree While metals and other fossil-based materials are not renewable resources, wood can be maintained forever if carefully used. It has to be accompanied by careful forestry planning, but it is definitely one resource that can be continuously re-grown. 3. Impacts 3.1 Social Impacts With all the features that efficiently use the natural energy and resources, green building technology also supports well-being of tenants in the buildings. It typically contributes to improve employees’ and students’ health, comfort and productivity. Indoor Environmental Quality (IEQ)—one of the criteria of the U.S Green Building Council’s LEED-H rating system—evaluates the subtle issue that influences people’s status of mind and body in a space. It has been scientifically proven by related study that people tend to be more productive and contribute better performance in environment with better ventilation and proper temperature control (Abdou, 2006). Figure 3 Just as shown in figure 3, improved working or living condition leads to better work performances. The study sponsored in part by commercial real estate giant Cushman & Wakefield, reported 30 percent fewer sick days among one company’s employees, and discovered a 10 percent increase in net revenue per employee in another company, after each office moved to LEED-certified buildings. Schools operating in green buildings also demonstrate higher test scores and heightened academic enthusiasm among students (Abdou, 2006) Plus, nature friendly methods and materials used in green buildings proved to ease sicknesses that could occur in daily lives of tenants. It is believed to contribute widely to respiratory problems, allergies, nausea, headaches, and skin rashes. With much emphasis on ventilation, non-toxic, low emitting materials and cutting use of air conditioning, green buildings indeed create healthier and more comfortable living environments, which keep people away from ‘Sick Building Syndromes’ (Fisk, 2002). In summary, all these benefits retrieved from applying green building technology can lead to wholesome social benefit of people, by promoting health initiatives and pleasurable living spaces. Hence it further goes on to the bigger scale of expanding economic ground, by improving productivity and economic activity of the users of this technology. 3.2 Economic Impacts Green buildings are so much more cost effective compared to conventional buildings. According to the USGBC’s LEED rating system, green buildings tend to be 25-30% more energy efficient and more likely to generate the renewable resource on-site. Due to its cost effectiveness, energy saving and easy maintenance, green buildings outperform non-green buildings in the resale market. Basically a newly–constructed green building will perform 10.9% better than its original construction value. Prospective buyers who realize the utility and maintenance cost and are more concerned about the sustainable design of the building will be attracted towards it. Though there is a common perception that green buildings cost a heavy premium over normal buildings, the cost of green design has dropped in the last few years as the number of green buildings has risen. Hence buildings both residential and commercial with sustainable design component continue retaining a high property value in th e retailing market (McGraw Hill Construction, 2010). By continuing to grow in different ground of constructions from the usual ones, green building technology is opening new opportunities for more economic activities with its prospects. As consumers and suppliers become more interested in such technology, it carries much potential for better outcomes. 4. Future Prospects Then would these outcomes continue to exist in the upcoming future too? Green building is getting on the line of popularity within the general public who are becoming more aware of environmental conservation. Governments are encouraging it with various policies and incentives with brandings. It does seem like there are some positive prospects for green building technology to continue to grow in the future. There are supple amounts of factors encouraging such potentials. Regarding the future upcoming green building designs, buildings such as Zero-Energy Buildings are being explored. Zero-energy building (ZEB) is the designation given to buildings that have zero net energy consumption and zero carbon emissions annually. These buildings harvest energy produced on-site to meet their own energy needs. In addition to this, ideas of green schools are also being developed. Certified Green Schools are growing rapidly as part the LEED System. This trend will accelerate as understanding of the health and educational benefits of green schools grow (Yudelson, 2010). On the other hand, research efforts for further protection of environment are encouraging the future growth too. Awareness of the coming global crisis in fresh water supply leads building designers and managers to take further steps to reduce water consumption to increase sustainability. This will be done in buildings through the use of more conservation-oriented fixtures, rainwater recovery systems and innovative new water technologies. Lifecycle Analysis (LCA) examines the impact of materials and will allow architects to determine what products are more sustainable and what combination of products can produce the most environmentally friendly results (GEP, 2011). In 2011, the annual Image Power Global Green Brands Study polled more than 9,000 people in 8 countries (USA, UK, China, Brazil, India, Germany, France and Australia) to analyze consumers’ perception of green products. All participating countries, either developed or developing, indicated that they were quite willing to open up their wallets and pay a bit more for green options in real estate. Most of the informants showed great interest to the green buildings. To be precise, 60% of the surveyed consumers globally intend to extend their green choices more and more to items in the real estate, energy and technology sectors (Longsworth, 2011). By 2013 overall global green building market, both residential and commercial, may more than double in its scale from approximately $36-$49 billion to $96-$140 billion. When looking solely at the commercial and institutional real estate development markets, the green building market is projected to grow from its current occupation of 10-12% of the market to 20-25% (GreenBuildings.com). The future market trends are predicted to continue to grow with certain incentives and initiatives. One of them would be green building technology being encouraged to be used in government sectors. Government offices will need to be transformed into green buildings because of regulatory requirements in many countries. Such need will be the key growth area for green building market. Cash incentives for developers will play a major role in this too. Singapore, Australia, Hong Kong and Japan have developed strong support system and incentives for green building developers, designers and owners. Seeing benefits from such incentives, more experts will enter into green building area, stimulating its growth (Frost&Sullivan, 2009). 5. Conclusion Green building, regardless its short history, has achieved a lot in a short term. Its variety of technologies gave rise of new solutions for using less energy yet enjoying more nature friendly benefits, and as it get popular, economic and social benefits arose. Specific technologies that have been discussed were temperature control technologies and choice of building materials. Such direct outcomes lead green building’s positive impacts to be applied on overall human society and economy. From the current outcomes of green building technology and its rising popularity, it seems to have good prospects for the future growth too. There are different factors of future designs and economic incentives encouraging this trend, and so further growth followed by more positive impacts can be expected. These all consequently support the idea; green building has substantial positive effect in both environment and economy, with potential for even better outcomes in the future. Still, there are problems and limitations of green building technology that we have to consider about for the moment. It is a new born technology and yet to be fully developed. Hence full green buildings that incorporate much of the technology are prone to be accused for its high costs as mentioned before and also its insufficient development of efficiency are often pointed at as something unworthy of further developments. Nevertheless, its future potentials cannot be abandoned simply because of its current limitations. Since the initial goal of green building is to reduce human use of natural resources and promote sustainability, current green building technology should be pushed on for further developments that can solve problems at the moment and so forth move on to achieve its goal in an even better way. Besides, its potentials are sufficient to predict better efficiency and profound benefits for our society. Hence green building technology should be acknowledged for its supportive impacts on environment not only for the current moment, but also for the upcoming future that will aid human beings to continue to live on without exhausting the natural resources.

Tom Coronado

Case Study: Tom Coronado True to form, Tom Coronado – manager of employee relations for Huse Manufacturing Company – pulled into his reserved company parking space early. It was 7:30 Monday morning – usually the most hectic day of week, with more than its share of problems. But the first good news: Friday had been payday. Now the bad news: Monday of every week turned up Friday's payroll errors. With new hires, overtime work, and different wage-rate categories, there always seemed to be mistakes in figuring wages and paychecks. To make matters worse, in recent weeks, these errors had been on the increase.Reason: a new computerized payroll system. Long live progress, Tom thought. He was also thinking, with concern, about a 10 o'clock meeting scheduled with the executive vice-president on this very subject. Tom would have to report on how the new system was working out. Right now, though, he needed to find at least an hour of quiet to get his report together. Fortun ately, his office was quiet, and Tom was able to review a couple of computer printouts. But shortly after 8 o'clock the phone began to ring. His secretary wasn't in yet, so Tom had to take six calls personally in 20 minutes.The first five were about errors in the payroll checks; two calls were from shop supervisors, one was from a worker on the night shift, one from the production superintendent, and one from the local union president. This last one was the most sweat; the union leader's parting shot was, â€Å"When in blazes are you going to straighten out this payroll mess? † The sixth call was from Tom's secretary. She wouldn't be in today. Over the next hour, Tom was able to correct most of the payroll errors – with a little help from his friends.These included payroll clerks, the production superintendent, a junior systems analyst, and one hourly paid worker. By 9:30, Tom thought he was ready to stick his phone in a filing cabinet and sit down with his materials f or a last review before the 10 o'clock meeting. Five minutes later the phone started ringing. It was Ted Brokenshire, president of the Metropolitan Personnel Association. Would Tom be willing to give a talk at the association's next meeting? By the time he hung up the phone, Tom realized he had talked away the rest of his prep time before the meeting.It was 9:57. Quickly, he pulled together his notes and materials and walked into the two corridors to the vice-president's office. The secretary waved him right in to a meeting that lasted two hours. But they were two hours well spent, Tom thought. The problems and the progress of putting in the new payroll system were taken apart, gone over, and put together again. And despite the recent increase in mix-ups, implementation was actually two weeks ahead of schedule. Tom came out of the meeting feeling good and ready to go ahead on the assignment.As he entered his office, it also occurred to him that he had a new more ingredients for that talk he had agreed to give Metro Personnel. Then his eye caught the clock: 12:20. Now for some lunch, he thought. He remembered that he hadn't had breakfast, and how he felt like having a big plate of shrimp lo mein. Then the phone rang. Tom finally left for lunch at 2:30. As he pulled into the parking lot of the Shanghai Dynasty, he recalled that they were closed on Mondays. Source:Lawrence J Gitman and Carl McDaniel, Jr. , Business World, New York: Wiley, 1983, p. 98. Filename:tomcoro. doc

Heroes and Villains in Postmodernism Essay

Postmodernism is a creative movement that is said to have originated in the 1950s. As the name suggests, it is the successor of modernism, and the development of postmodernism is visible in not only literature, but also other creative disciplines such as architecture, music, fashion, film and painting. Postmodernism was created as a reaction to its predecessor, and its â€Å"rational, scientific, and historical aspects†. This results in postmodernism being self-conscious, ironic, and experimental, concerned with the instability and unreliability of language, and with epistemology, the study of what knowledge is. In saying this, the purpose of postmodernism is not to shock the bourgeoisie world, as the avant-garde movement arguably does, but to challenge it- both by reducing it to its natural state, and by seeing how far it can be stretched beyond its existing ideas. Postmodernism does this by introducing deconstruction and disintegration to question our ideas of certainty, identity and the truth; and by the use of hyperreality, pastiche, bricolage, recurring characters, irony, authorial intrusions, non-linear narrative and self-reflexivity to bring more attention to the world outside of the text as a part of the world inside it. There is a true breakdown of what we know to be true, what we expect, and what we are able to believe, and this is certainly reflected in the depictions of heroes and villains within postmodernist texts. This investigation looks into the role of heroic and villainous characters in postmodernist texts, the aspects of the postmodern world that is portrayed by these characters and how they developed, in relation to the societal and political changes that were gasoline to the flames of postmodernism. The characters that will be used to  investigate this are the superhero Batman, and one of his arch-nemeses The Joker, using the films Batman Begins and The Dark Knight, both directed by Christopher Nolan, and the graphic novels Joker written by Brian Azzarello, and The Killing Joke, written by Alan Moore; Shrek from the film Shrek, directed by Andrew Adamson and Vicky Jenson; Billy Pilgrim from the novel Slaughterhouse Five by Kurt Vonnegut; and Patrick Bateman from the novel American Psycho by Bret Easton Ellis. These texts represent the wide-ranging reaches of postmodernism, including both what people may class as â€Å"literature† and â€Å"mass culture† as distinctive examples of postmodernism. However, in studying these texts, it is clear to see the disordered nature of postmodernism by the creation of the antihero- a protagonist who lacks the traditional heroic qualities, who is flawed, who the audience is ultimately able to recognise themselves in. How do the texts themselves reflect postmodernism? The literary label of â€Å"postmodernism† can be applied liberally, and encompasses a large number of texts, with differing postmodern qualities found in each one. However, over the range of texts that is being investigated in this report, there are some aspects that stand out more clearly than others. As this report focuses on heroes and villains within the texts, we will firstly look at the texts that were used to analyse the characters of Batman and the Joker. The texts used to study the Batman include The Dark Knight, Batman Begins, Joker, and The Killing Joke. All of these texts are set in the fictional city of Gotham, New York, which is a postmodern setting that makes us aware of facing widespread social meltdown in which it is becoming increasingly more difficult to make a separation between law and anarchy, heroism and terrorism, and sanity and madness. This shifting, sliding, disintegrating world is clearly portrayed in all of Nolan’s, Moore’s and Azzarello’s work. This postmodern setting, an arguably dystopian Gotham, is infested with crime and corruption, and fear and mistrust is abound- the people of the city cannot trust the authorities, nor can they trust any of the social or political institutions that they were brought up to believe in. This reflects the postmodern idea of disintegration- the dissolving of social norms and institutions on which many people based their lives, the removal of the â€Å"absolute†. The issues  that the citizens of Gotham face are not merely about right and wrong, or good and evil, they are vicious moral dilemmas presented by psychopathic and unpredictable villains. Also, the hyperrealistic nature of the violence that is depicted in both the films and the graphic novels is also a postmodern aspect of these texts. For example, in the graphic novel, Joker, when a mob boss who went against the Joker was flayed alive and paraded on to a strip club stage; or when Harvey Dent’s hired detective/thug is shot in the head and hung upside down from a tree on the grounds of Dent’s mansion and Dent finds him in the morning, dripping brain matter over his newspaper. Hyperreality is a deliberate blurring of the boundaries between fantasy and reality, and the portrayal of hyperreal violence in postmodern texts is common, as they distort reality through a trivialization of violence and the effects it has upon human beings. Hyperreal violence is also found in the novel American Psycho, in which Patrick Bateman, a yuppie Wall Street banker by day, and psychotic murderer by night, commits gruesome murders and sexual acts constantly throughout the novel, which are described with chillingly accurate detail. By the end of the novel, the reader is numbed to the graphic descriptions of violence and gore, accepting them as part of his everyday life, just as normal as him going to work and engaging in mindless conversation with his colleagues. However, in American Psycho, the most obvious, and most often seen, characteristic of postmodernism is its constant references to brand names, pop culture and the corporate world that Bateman is a part of. As the novel is written in a stream-of-consciousness style from Bateman’s point of view, the reader sees his thoughts as he passes shallow, superficial judgment on virtually everyone he sees. Bateman’s thoughts as he and his girlfriend Evelyn attend a party are a good indication of the tone of the novel: â€Å"Evelyn and I are by far the best-dressed couple. I’m wearing a lamb’s wool topcoat, a wool jacket with wool flannel trousers, a cotton shirt, a cashmere V-neck sweater and a silk tie, all from Armani. Evelyn’s wearing a cotton blouse by Dolce do Gabbana, suede shoes by Yves Saint Laurent, a stenciled calf skirt by Adrienne Landau with a suede belt by Jill Stuart, Calvin Klein tights, Venetian-glass earrings by Frances Patiky Stein, and  clasped in her hand is a single white rose that I bought at a Korean deli before Carruthers’ limousine picked me up. Carruthers is wearing a lamb’s wool sport coat, a cashmere/vicuà ±a cardigan sweater, cavalry twill trousers, a cotton shirt and a silk tie, all from Hermà ¨s. (â€Å"How tacky,† Evelyn whispered to me; I silently agreed.) Courtney is wearing a triple-layered silk organdy top and a long velvet skirt with a fishtail hem, velvet-ribbon and enamel earrings by Josà © and Maria Barrera, gloves by Portolano and shoes from Gucci.† The constant allusions to brand names, fashion trends and collections, make the novel a part of, and a product of, the world outside of the text, the consumerist society we have today. Unlike the fictional, dystopian city that Batman and the Joker live in, Bateman lives in a world that we are easily able to relate to- our world. We, as the reader, have our attention called to the fact that the world the characters in the novel are experiencing is the same world that we live and take part in. This is unlike most modernist novels, in which the story and its characters are confined to the world created in the novel, and the reader is only able to experience them through the windows of the novel. References to pop culture feature prominently across postmodernist texts, as seen clearly in the film Shrek. Although intended as a children’s film, the films are a perfect example of a postmodern fairytale. The films themselves are extremely intertextual, creating a story with many, many fairytale characters woven into the one story, such as the Wolf from Little Red Riding Hood, the Three Little Pigs, the Fairy Godmother and the Gingerbread Man, among many others. This intertextuality in itself is a reference to popular culture, citing multiple fairytales, stories, and nursery rhymes for many of the main characters. Other references to the world outside of the text include Robin Hood and his Merry Men dancing to Riverdance; Princess Fiona slowing down in time like Neo in film The Matrix while she is fighting; references to the film The Princess Bride; and mimicking the style of game shows and dating shows, for example when the Mirror on the Wall introduces Princess Fiona in a bachelorette-dating style. The directors also use irony at the start of the film Shrek, as the beginning scene of the film has a narrator telling the story seriously as a fairytale, when Shrek interrupts this and mocks the author when he says, â€Å"Yeah right.† and tears the page out of the book. Not only does the use of irony and humour in this scene make the audience aware  that the ogre we are introduced to is not a stereotypical one, we also see an interaction between the author and character, a barrier which is broken in postmodern texts to highlight that the text is a work of fiction. The audience is also made aware of this as Shrek acknowledges the camera or audience when he turns to the camera and blocks it before kissing Fiona. This shows that the film is self-reflexive, the characters of the film are aware of film-making and its tools. The use of such postmodern techniques embeds the story of Shrek in a world that the audience is aware of, and while it may not fully be the reality we live in, it is one that we have grown up with and are comfortable with. Kurt Vonnegut’s Slaughterhouse-Five uses similar techniques to assert its postmodernism. It references popular culture, mentioning Christmas carols, novels (a character refers to the novel â€Å"The Brothers Karamazov†, by Fyodor Dostoevsky, as â€Å"everything there was to know about life†) and history books about one of the main events of the novel, the fire-bombing of Dresden. However, despite these links to the outside world, the reader gets constant reminders of the fact that this book is fictional. The author, Vonnegut is present as a character in the book, as a soldier, a POW taken to Dresden along with Billy, making occasional comments, and then informing the reader that â€Å"That was I. That was me. That was the author of this book.† The intrusion of the author into the narrative is also shown through the recurring phrase â€Å"So it goes†, which follows each mention of death: â€Å"The plane crashed on top of Sugarbush Mountain, in Vermont. Everyone was killed but Billy. So it goes. While Billy was recuperating in a hospital in Vermont, his wife died accidentally of carbon-monoxide poisoning. So it goes.† The use of the non-linear narrative structure is also a postmodern aspect of the text- the main protagonist travels randomly through time, experiencing the events in non-chronological order. For example, his death is merely four sentences in the middle of the novel, described as merely being â€Å"violet light and a hum.† Similar to American Psycho, the usual significance of death is not present in the novel. However, while in American Psycho the reader was slowly desensitized towards death, in Slaughterhouse-Five, death  simply does not matter, which challenges all the readers’ preconceived notions about death, and the sanctity of it. The temporal structure of the novel reflects what the alien Tralfamadorians teach Billy of their beliefs about time, that it is an â€Å"assemblage† of moments rather than a linear progression. This means that they are able to accept death as a perpetually occurring event, hence their use of the phrase â€Å"So it goes†. Another postmodern technique is the use of recurring characters: the character of Kilgore Trout, a science fiction writer, appears in Vonnegut’s other novels; Eliot Rosewater appears in God Bless You, Mr. Rosewater; Howard W. Campbell, the American-turned-Nazi, in Mother Night; and Bertram Copeland Rumfoord is a relative of Winston Niles Rumfoord, who appears in The Sirens of Titan. These characters that appear over a number of books connects the discrete novels as being part of a greater whole; as being part of a world outside its pages. Vonnegut also blurs the lines of genre in the novel in order to deconstruct the idea of a â€Å"war novel†. The novel swings between the genres of science fiction and a biography, and Vonnegut mixes the fantasy of aliens and the planet Tralfamadore with the reality of war, and the author’s presence and experiences of it. The term â€Å"postmodernism† sweeps many different, and seemingly unrelated, texts under its wide reaches, but most such texts use similar postmodern techniques to achieve the ultimate effect- of making the reader aware of the text as a work of fiction, and as an entity that exists as a part of a greater whole, rather than an object existing in a world defined by itself. In what ways are the heroes or villains of these texts postmodern? With the ideological, cultural, and social upheaval that was present during the time of the birth of postmodernism, a new protagonist was born, which redefined our existing notions and stereotypes about the nature of these protagonists- the antihero. Defined as being the main character of a text, who does not possess the qualities of a traditional â€Å"hero†, the character appears in postmodern texts regularly. With the movement of heroes away from the expected â€Å"good†, we are also able to see changes in the villains of texts, and these revolutionary changes in the idea of heroes and villains,  which comes down to the primal, instinctive battle between good and evil, can be seen through postmodern texts. The character of Batman is an incredibly complex one, having heroic qualities yet not conforming to the stereotype of â€Å"superheroes†, the strong, powerful men or women with a heart of gold, using their powers for the good of mankind. Batman is postmodern in that he breaks the mold for a traditional â€Å"superhero†, and rejects the story arc for one. His whole journey started not from a need of his to create good, but a twisted sense of revenge for his parents’ death, and in order to become develop his fighting skills. After his parents’ murderer is killed, Bruce Wayne leaves Gotham and disappears for 7 years, â€Å"exploring the criminal fraternity†, and training with the League of Shadows. He obviously has a different set of morals than what is expected, when asked by Henri Ducard whether he pitied the criminals while he lived with them, he says, â€Å"The first time I stole so I wouldn’t starve, yes, I lost many assumptions about the simple nature of right and wrong.† The recurring idea throughout the texts containing Batman is that he is not a hero, but he is â€Å"whatever Gotham needs him to be†, he is a symbol for good, a symbol for the hope of a new, functional Gotham. â€Å"As a man, I’m flesh and blood, I can be ignored, I can be destroyed, but as a symbol†¦ But as a symbol I can be incorruptible, I can be everlasting†¦Ã¢â‚¬  In this way, he is astoundingly similar to Patrick Bateman. Patrick Bateman exists not as a person, but as a reflection of the society that he is a part of. He is an image created to fit the standards and ideologies of the society he lives in. â€Å"†¦there is an idea of a Patrick Bateman, some kind of abstraction, but there is no real me, only an entity, something illusory, and though I can hide my cold gaze and you can shake my hand and feel flesh gripping yours and maybe you can even sense our lifestyles are probably comparable: I simply am not there.† Through the texts, we also see that the Joker is very similar to Batman, and this is what makes their relationship so psychologically complex. They are, in a way, similar to the two sides of a coin. As the Joker says to Batman, â€Å"I complete you.† The relationship between the hero and the villain is subverted and made incredibly ambiguous. Just as the Joker is a villain who does not observe even the basic rules of criminality by which society might identify and punish him, Batman is a hero who does not observe even the  basic rules of heroism so that society might recognise and glorify him. The Killing Joke ends with Batman capturing the Joker, but deciding not to kill him, and offering to help rehabilitate him, because he â€Å"needn’t be out there on the edge anymore. You needn’t be alone†¦ Maybe I’ve been there too. Maybe I can help.† And they laugh together at a joke that the Joker tells him, which only reinforces their similarities, and the fact that they can both understand each other. The Joker, at one point in the Dark Knight, also says to Batman that they are both â€Å"freaks†. And they are, both characters being outcasts of society. But while the Joker is there willingly because of his own calculating inhumanity, Batman is the scapegoat, the reluctant outcast who takes upon himself the violence of society and its corrupted institutions, in order that its illusions of law and order might be preserved, because he rationalizes that he is â€Å"whatever Gotham needs me to be†¦ Because that’s what needs to happen. Because sometimes, truth isn’t good enough, sometimes people deserve more; sometimes people deserve to have their faith rewarded.† The story of Batman and the Joker is postmodern in that it subverts most of the expected story arcs of both superheroes, and supervillains. It shows that these two need each other to be effective. The Joker we see simultaneously seduces and repels, fascinates and horrifies, and he provides the inescapable force which Batman’s own persona is dependent upon. The character of the Joker is also very similar to Patrick Bateman, both displaying hyperreal violence in their villainy, and being incredibly unreliable narrators. In the Killing Joke, The Joker says, â€Å"†Something like that happened to me, you know. I†¦ I’m not exactly sure what it was. Sometimes I remember it one way, sometimes another†¦ If I’m going to have a past, I prefer it to be multiple choice! Ha ha ha!† Similarly, in American Psycho, we are unable to trust the memories of a psychopath, shown by his blank â€Å"But I don’t remember†¦Ã¢â‚¬  statements when recounting his murders and sexual exploits. Also, when we find that one of Bateman’s victims, a colleague of his named Paul Owen, is actually alive at the end of the book, we find ourselves being sure of the entire story- his character, the plot and definitely his grisly tales of murder and torture. Bateman and the Joker are both psychopaths- and in some ways, they are both forces of anarchy in  their societies, the Joker being an elemental force unconstrained by any glimmer of humanity, fear or vulnerability. As he claims in the Dark Knight, â€Å"The only sensible way to live in this world is without rules.† Meanwhile, Bateman has no regard for people as everything in his world is purely material- he does not care when he kills, as all he feels he is killing is an â€Å"Armani pantsuit†. Neither of these characters have an object nor a goal towards which they work, as Alfred, Bruce Wayne’s butler says, â€Å"Some men aren’t looking for anything logical, like money. They can’t be bought or bullied, reasoned or negotiated with. Some men want to watch the world burn.† However, while the Joker is invincible due to his absolute freedom from pain and any other human attachment, Bateman is confined to the expectations of his status and social culture. Bateman heavily refers to popular culture throughout Psycho, keeping up a steady stream of superficial commentary on all aspects of his life. In this way, the character of Shrek is similar to Bateman, as he also lives in a world where advertising, brand names, and social standing play a major part in one’s life. However, looking at the characters, they are clear opposites- while Bateman has embraced the shallow culture of his time, and practices it dutifully, the society of Shrek’s time has turned him into a hardened cynic, one who would rolls his eyes whenever his companions would make a frivolous comment. This is related to the fact that Shrek is an ogre, and the film subverts the stereotype of the ogre as a villain, by molding him as the hero, and the actual Prince Charming as the whiny, cowardly villain of the film. This challenges conventional thinking, since we, the audience, have been conditioned to think of ogres as â€Å"evil† creatures who eat people and have no mercy. Through this film, we see that this is actually not the case; traditional villains can also become valiant heroes, given the right setting and sidekick. Billy Pilgrim, a cowardly, weak, time-travelling optometrist who is the protagonist of the novel Slaughterhouse-Five, is an unlikely war hero. He is weak, unpopular and pathetic to the audience, and becomes a laughable soldier. Even as a time traveler, he is described as a â€Å"spastic in time†. He is postmodern in the development of his character as an â€Å"anti-hero†, an  ordinary, if slightly on the pathetic side of ordinary, man. The story is driven the other the events more than the protagonist, since he is unable to be determined and strong-minded enough to change the world, or even his social world, neither positively nor negatively. He is another unreliable narrator, when he tells the world of his tales about the Tralfamadorians, he is taken to be insane, and not believed. Because he is such a weak character, he does not contradict the fact, but neither does he support it, and so the reader is still unsure at the end of the novel whether his tales of Tralfamadore were true, or whether they were merely an elaborate coping mechanism to help deal with the terrible experiences he suffered during the war. Billy Pilgrim is the ultimate postmodern hero- he is an ordinary person, who is thrust into a difficult situation, and similar to large majority of humanity, does nothing heroic or commendable. Through this, we also come to the realization that for every lauded, decorated war hero, there were hundreds of other â€Å"average† ones, and Billy Pilgrim is a perfect example of one. Through the analysis of these heroes and villains, we are able to see that postmodernism does indeed challenge the traditional notion of a clear cut hero and villain. Just as postmodernism blurs the lines of reality in texts, it also blurs the lines in our mind separating the good and the bad. Postmodernism depicts a much more realistic hero, an increasingly more human one, who makes mistakes, is determined by what society makes it, and sometimes, does nothing heroic at all. He or she is present in postmodern texts generally not to inspire, like a classic hero, but to make the audience realize a truth about their lives, their societies, and the world around them. Villainy is depicted as a result of something, rather than a character trait. Postmodernism claims that villains are created by the expectations of society, and are therefore, an essential part of the heroes they work against. How did the external world influence the rise of postmodernism? The birth of postmodernism has been linked back to the political atmosphere of the time, in the atrocities of Stalinism. This, along with the horrors of  Nazism, and the Holocaust, completely undermined the modernist narrative of progress, and the ability of language to describe such an incomprehensible atrocity. Thus, postmodernism was born, an era which looked not to change the world, but to redefine it, to make people look at truths differently. Postmodernist authors reveal many of the concerns of the world today, by both realistically and symbolically representing our world, our societies, through their texts and characters, and making commentary on them. For example, Vonnegut wrote Slaughterhouse Five as a response to war- â€Å"It is so short and jumbled and jangled, because there is nothing intelligent to say about as massacre.† The story is very jumbled, written satirically based on Vonnegut’s own experiences in WWII and being a witness to the firebombing of Dresden, which killed 130,000 people. The use of a pathetic protagonist indicates his anti-war stance- the novel was published in 1969, when USA was in the midst of the Vietnam War. During this time, Vonnegut was an outspoken pacifist, and critic of the war. Just like Vonnegut’s novel is social commentary of the issue of his time, Bret Easton Ellis uses American Psycho to explore newer, more disturbing trends in Western culture. He looks at the desensitization of our culture to violence, the increasingly gory films, novels and graphic novels we are exposed to, and how this tendency of the media can find its way back to people who are easily influenced by it, such as Bateman. He also criticizes our obsession with popular culture, image and brand names, by portraying his protagonist, a man with the perfect face, the perfect clothes, and the perfect image, as a psychopath, a man who kills for the fun of it at night. The popular-culture-mania of our time is also explored in Shrek, as it is a children’s movie, and even children when they watch it, recognize the references to other fairytales and brand names. This reflects how we are conditioned to believe and understand popular culture from a very young age. The story of Batman and the Joker, on the other hand, delves a little deeper into the issues of our society. They uncover the crisis of values in which America, and most of the western world, finds itself at the beginning of the 21st century. Cultural theorists portrayed the late 20th century in terms of  Ã¢â‚¬Å"the postmodern condition†: an era in which traditional values, identities and social institutions were disintegrating and being replaced by twisted narratives, conflicting truth claims and multiple identities. Gotham City reflects what our society may be looking forward to, with the increasing fragmentation of our world into splintered groups and subgroups. Where does that leave us? The era of postmodernism is one that is difficult to define, but it still heralded as a time of immense cultural change, which redefined the way people look at the world today. This can be especially seen in its portrayal of heroes and villains. Gone are the days macho superheroes, instead we have flawed, sometimes even pathetic protagonists, the â€Å"anti-hero† which is increasingly similar to the ordinary person. The villains, on the other hand, are unreliable, and cannot always be expected to do the â€Å"evil† thing, they too are human; they too have backstory which elicits sympathy from the audience. By subverting the traditional stereotypes about the world today postmodern authors and directors warn us of the dangers of human nature and culture, and the bleak future we may be looking forward to, if we let the dangerous behaviour of our culture continue. Bibliography Adamson, Andrew and Jenson, Vicky. (2001) Shrek, Dreamworks Pictures Accessed 11/07/12 Adamson, Glen, et al. (2011) Postmodernism: Style and Subversion, 1970-1990. London: V&A Publishing. Accessed on 26/07/12 Azzarello, Brian (writer), Bermejo, Lee (artist), Gray, Mick (illustrator).] (2008) Joker. DC Comics Accessed on 26/07/12 Ellis, Bret Easton. (1991) American Psycho. New York: Vintage Books. Accessed 31/08/12 Moore, Alan (writer), Bolland, Brian (artist). (1988) The Killing Joke, DC Comics. Nolan, Christopher. (2005) Batman Begins, Warner Bros. Pictures Accessed 14/07/12 Nolan, Christopher. (2008) The Dark Knight, Warner Bros. Pictures Accessed 14/07/12 Vonnegut, Kurt. (2003) Slaughterhouse Five. New York: Harper Collins. Accessed 26/7/12 Wilcox, Leonard. Programme Coordinator of American Studies at University of Canterbury, interview on 12/09/12.

Dave and Busters Tour Coursework Example | Topics and Well Written Essays - 500 words

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Cross-cultural communication and negotiation, strategy formulation and implementation - Essay Example There are communities that do not take lightly things such as bribes and payments that are questionable. On the other hand, others take this as a good gesture and it is their culture to give bribes or some sort of payments whenever a negotiation is going on. Gifts or monetary payments while negotiating in international business are required in gaining a positive action from officials in different governments. Yet this same move might cost one if applied in communities that do not take it lightly and consider it unacceptable. For instance, FCPA does prohibit a company that is US-based from giving any offering in form of money or in kind to a government official in a foreign country so as to get favors or win contracts. The other issue is how people in different cultures view joint ventures and strategic alliances. Some of the partners to an alliance may have a short term view of doing business for quick gains and benefits to the business. Such a strategy would require that only short- lived agreements are reached. On the other hand, there are people who believe in long-term development of business that has prospects for satisfactory profits in business. The joint venture negotiations end up failing if the two parties have differing views on the life of the business strategy (Sheppard 1-7). Formulation of a consistent and working strategy when facing a negotiation across culture could be quite tasking to a management team. Its implementation is also no easier. Many factors relating to inter-cultural issues do affect the success or failure of a negotiation strategy employed. If not successfully implemented, formulated strategies may fail. Their implementation therefore depends on how effective one applies his or her knowledge of cross-cutting factors among different cultural groups involved in the process. Institutional based relationships are also important when it comes to strategy formulation and implementation. These relate to relationships

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The commercial edge Essay Example | Topics and Well Written Essays - 250 words

The commercial edge - Essay Example The Commercial Edge Inc. is an organization offering professional quality commercial landscaping on a contractual basis. The services are offered to commercial clients only, meaning those individual households do not qualify (Hughes n. p). This is because the company has vast experience of working with commercial firms and understands their requirements and professional impressions (Hughes n. p). The business also offers favorable rates to commercial clients who have the option of contracting them instead of employing full time laborers. However, the potential problems are also present in this business, such as it is not easy to secure contracts with commercial clients. This arises because they prefer the full time gardeners to commercial landscapers because of the perceived charges attached. Another problem is that the professional landscaping is still not popular among the commercial clients (Hughes n. p). As a result, it requires publicity to inform the potential clients of the benefits associated with this new venture. It is also apparent that the domestic gardeners offer cheap services and do not have a contractual responsibility, making it a lucrative

The Treaty of Portsmouth, 1905 Case Study Example | Topics and Well Written Essays - 1000 words

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Christian teachings Essay Example for Free

Christian teachings Essay Describe Christian teachings about the way in which believers should treat people who are less fortunate than themselves? Christ had many views about how his people should treat each other and especially those less fortunate than themselves. One of the best quotes that show this view is in (Exodus 22:21-25) Do not ill-treat an alien or oppress him, for you were aliens in Egypt. Do not take advantage of a widow or an orphan. If you lend money to one of my people among you who is needy, do not be like a money lender; charge him no interest. There is reference in this quote to a person being like a moneylender and how if you lend money to someone less fortunate, that you should not charge him/her interest. This teaching could very well be used in the world today, as many poorer developing countries owe millions of pounds in debts. They borrow the money to help to deal with issues like starvation and floods or other economic problems. The money which obviously cannot be paid back within the time allowed will then accumulate interest, pushing the developing country further into debt and widening the gap between first and third world countries. God also teaches that we should keep to the commandments and should respond to God by caring for each other, especially those in need. (1:John 4:21) And he has given us this command: whoever loves God must also love his brother. In this quote we are told Whoever loves God must also love his brother. Where it is written brother it is meant to refer to everyone (all of Gods people) so according to this quote Christians have love for everyone black or white, rich or poor. In (Luke 6:20-21) Looking at his disciples he said Blessed are you who are poor, for yours is the kingdom of God. Blessed are you who hunger now, for you will be satisfied. Blessed are you who weep now for you will laugh. This shows that to be poor in Gods eyes was almost a gift; because of all their suffering on earth they would receive a special place in heaven. And as Jesus says, the poor are blessed, the Christian belief seems almost as if the poor should be treated with special care by believers as they have been shown to be special in Gods eyes. Organisations like Christian Aid and Tear fund aim to lessen the suffering of people in need. The areas of need it focuses on are healthcare, water, agriculture, disaster relief, AIDS care and education. The organisation believes that all people are special to God. Jesus said, I was hungry and you fed me, thirsty and you gave me a drink. I was a stranger and you welcomed me in your home, naked and you clothed me; I was sick and you took care of meAnything you did for one of my brothers here, however humble, you did it for me. This provides the example of Jesus and how he mixed with and showed respect for the poor and despised; but also outlines the Christian view that to help people less fortunate than themselves does not necessarily mean providing them with large amounts of money or giving them their food supply for the rest of the year. It can simply be a humble act like talking kindly to them when they are down or even helping an old lady across the road, for your fortune is not necessarily the amount of possessions or money you own. Christian faith provides a vision of what life could be like if people became less self-centred. They work towards this vision by helping the worlds poor. So I believe that the overall view on how Christians should treat those less fortunate than themselves is with special care and attention. And to help them in anyway possible, however humble the act maybe.

Innocent Smoothies Customer Relationship

Innocent Smoothies Customer Relationship Although the smoothies market in the UK enjoyed a period of exceptionally strong growth of more than 150% between 2005 and 2007, this has now been stalled by the impact of the recent economic recession and consumers switching their loyalty to alternative, cheaper pure fruit drinks. As well as suffering from unfavourable economic conditions, smoothie manufactures have failed to convince UK consumers that the drinks are not full of calories and are not bad for their teeth, despite strong contradictory evidence from the British Nutrition Foundation (2008). The result of all of this is that the smoothies market declined by some 36% between 2007 and 2009 (Mintel Report Sales Brochure, 2010). The smoothie market is now showing signs of a fragile recovery and Mintel forecasts that improved economic conditions, together with the increased penetration of the childrens market, will see the smoothies sector returning to growth soon (Mintel Report Sales Brochure, 2010). 1.2 Background to Innocent From its founding vision of Europes favourite little juice company, Innocent has now moved on its goal to being the earths favourite little food company by 2030. This new vision encompasses food and not just drink and demonstrates how Innocent is moving in parallel with its customers desire for a whole range of fresh and natural foodstuffs (Innocent Drinks Annual Report, 2007). The brand leader in the smoothie market, Innocent, has largely been responsible for fuelling the growth in the market and despite the general market downturn, it still commands an 80% market share. However, Innocents market share has been boosted, not just by its own performance, but also by the decision taken by PepsiCo to remove its PJs smoothie brand in early 2009 (Mintel, 2010). 2.0 The Principles and Practice of Customer Relationship Management This CRM approach to business focuses on the retention of customers and the building of relationships with those customers. The concept of customer retention, as a lower cost option than a constant cycle of customer acquisition and loss, is a discipline that organisations have understood for many years (Rosenberg and Czepiel, 1984). However, some researchers have suggested there is a lack of evidence to support the quantifiable, financial benefits of customer retention (Dowling and Uncles, 1997). The notion of both retaining customers and enhancing customer relationships, in order to make them more durable and thus more profitable, has also been advocated by academics for some years (Berry, 1983). However, the idea of customer satisfaction as a function of relationship enhancement did not gain favour amongst theorists until the early 1990s (Crosby et al., 1990; Perrien and Ricard, 1995). The term customer relationship management (CRM) to describe an all embracing customer management system was not used until the mid-1990s in the information technology industry and was later described by Ryals and Payne (p.3, 2001) as information-enabled relationship marketing. The interchangeable nature of the terms customer relationship management and relationship marketing is now generally accepted (Zablah et al, p. 116, 2003). The successful implementation of CRM practises in the grocery retail sector has been well evidenced in the case of Tesco, which is the UKs leading supermarket chain. Its clubcard customer loyalty programme was first launched in 1995 and now has over seven million members (Tesco website, 2010). The scheme delivers a range of benefits to customers who shop both at Tescos stores and at its online supermarket and it also provides valuable market intelligence on shoppers purchasing habits, which feeds back into Tescos marketing planning process (Tesco website, 2010). This enables Tesco to deliver highly targeted and personalised communications via direct marketing which serves to further enhance the relationship with its customer base. A criticism frequently levelled at customer loyalty schemes is that they are not proven to foster loyalty nor do they deliver incremental sales and profits for an organisation (Dowling and Uncles, 1997). Tesco, however, has produced ample evidence that its loyalty scheme does indeed deliver on all of these counts (Humby et al, 2007). 3.0 Innocent drinks Customer Relationship Management Strategy Innocent has largely adopted a traditional approach to its marketing relying heavily on above-the-line promotion to build equity in its brand, which has been successful, as evidenced by its huge market share. Innocent has, however, dabbled in relationship marketing techniques in the past in order to attempt to increase the loyalty of its customers and encourage them to engage with the brand more. For an example, in August 2003, Innocent created Fruitstock, which was positioned as a free festival for nice people, the nice people in this case being Innocents customers. The event included live music and food stalls (Sahlman, 2004, p.8). Innocent spent nearly one third of its annual marketing budget on the first Fruitstock and repeated the event a year later when it attracted over 80,000 people (Sahlman, 2004, p.8) Commenting on the first Fruitstock, Richard Reed, Innocent co-founder, said, This event cost about  £200,000 to put on. At this point, I cant prove that it was a good investment. From a hard numbers perspective, maybe wed have been better off hiring new salespeople. But we are doing things that are hard to quantify. From a hard numbers perspective, why waste time on labels? There are important secondary benefits to things like Fruitstock: We had customers in the VIP area having a great day with their families. Employees could come with their family and friends. Its not just about advertising-it helps with recruiting, PR, and other areas. (Sahlman, 2004, p.8) Fruitstock has since been abandoned with Innocents CRM strategy now focussed on its website and associated newsletter which is sent to over 120,000 customers. However, Marketing Director at Innocent, Charlotte Rawlins, admits Were perhaps not as sophisticated in database management as wed like to be but  we do realise the value of direct contact and are going to make our newsletters more personalised (Turner, 2008). Innocents only structured current CRM strategy is based on its family, which is basically an informal club for customers. The benefits of membership seem to be limited to the entitlement to receive a monthly electronic newsletter and the promise of invitations to special events (Innocent website, 2010). 4.0 The Marketing Audit A marketing audit is a formal and structured review of an organisations existing marketing activities and market environment. The diagram below shows the role of the marketing audit in the overall marketing process. Objectives Marketing Audit Analysis Feedback Planning Implementation Control Feedback Evaluation 4.2 PESTEL Analysis A PESTEL analysis is deployed to enable an organisation to examine the external macro-environment that it operates in, as follows (Gillespie, 2007). (P)olitical This refers to government policy in terms of the degree of intervention there is, if any, in the marketplace. In 2004 the Food Standards Agency in the UK positioned itself to tackle the obesity problem by stating that there was going to be a focus on convincing consumers to seek out healthier food options. It also demanded that the food and drinks industry supported it in this stance (Food Standards Agency, 2004). The Agency did, however, concede that the industry had already made some progress in offering consumers healthier options but urged retailers in the sector to see this as part of their corporate social responsibility and not just as a marketing strategy to gain more business. Government efforts to promote healthier eating through an increased intake of fruit and vegetables with its 5-a-day campaign has created an awareness level of 74% amongst consumers with 58% claiming that they have taken action as a direct result (Food Standards Agency, 2008). (E)conomic This includes such factors as interest rates, taxation changes, economic status and growth prospects, inflation and exchange rates. Interest rates continue to be at an all time low with correspondingly lower mortgage payments for most homeowners. However, unemployment, and the threat of unemployment, in both the private and public sectors, has reduced consumer confidence resulting in a curtailment of spending on higher priced, so called luxury items. (S)ocial This covers changes in social trends that can impact on consumer demand. The age profile of the UK population is getting older. Currently 37.9% of the UK population is aged 45 or more. By 2031 this is forecast to grow to 45.7% (Office for National Statistics, 2010). There is a definite cultural shift towards healthier eating in the UK. It is unlikely that we will ever put health before taste, but brands that manage to combine great taste with practicality as well as a positive health proposition, are in an ideal position to win full marks from the consumer'(Quick, p. 3, 2008) (T)echnological This examines how new technologies create new products and new processes. The ubiquitous internet and the rapid onward march of mobile electronic communications devices will increasingly influence the way consumers interact with, and buy, branded products. (E)nvironmental Environmental factors include the weather and climate change and how these may impact on the marketplace. Global warming and climate change are impacting on the UK. With a generally warmer climate in prospect for the future the soft drinks market (including smoothies) may stand to benefit from environmental conditions. (L)egal This covers the legal environment and framework within which the organisation and its competitors operate. There are no current legal issues that may impact on the market. 4.4 Porters Five Forces Porters Five Forces model allows an organisation to examine how its micro market operates (Porter, p.49, 1980) The Threat of New Entrants includes such issues as capital requirements; brand identity and reputation; access to distribution; expected response from existing market players. Innocent enjoys an 80% share of the UK Smoothies market so it is vulnerable to threats from new entrants. However, the newest entrant into the market and number two in terms of share, Tropicana, has made little headway despite the equity in its brand gained through its fruit juice products and despite a heavyweight promotional spend (Mintel, 2010). The Bargaining Power of Suppliers suppliers of everything from raw materials to expertise can exert pressure on a business in different ways. For example they could charge premium prices for a unique, high quality or difficult to obtain ingredient or service. Innocent sources its raw materials from thousands of farms all over the world so is not particularly vulnerable to the bargaining power of its suppliers. In fact the bargaining power tends to lie with Innocent itself. The Bargaining Power of Buyers this refers to the ability of customers to put pressure on a business to reduce its current prices and to not increase prices. This pressure can manifest itself in different ways such as consumers switching allegiance to other brands based on price sensitivity. Smoothies are sold at a premium price in the fruit juices market. The market for smoothies is very price sensitive particularly during difficult economic times when consumers are liable to seek out lower priced alternatives such as pure fruit drinks. The Threat of Substitute Products this threat relates to the propensity of consumers to switch, not necessarily just to direct competitors but also to substitute products. Substitute products, in the form of supermarket own labels, pose a significant threat to established brands in the smoothie marketplace. The leading brands, such as Innocent, are suffering from consumers switching to own label smoothie and fruit juice products, in the shorter term, due mainly to price considerations. The extent of this switch is evidenced by the fact that the large supermarkets now dominate the fruit juice drinks market with their own brands (Keynote, 2010). The growth of supermarket own label brands is having a big impact on the sale of manufacturer branded, fast-moving, consumer goods (Veloutsou et al., 2004). Supermarket own label brands are no longer just the lower quality and lower priced alternatives to manufacturer brands that they once were as, since the late 1990s, they have been offering a genuine quality option for consumers (Burt, 2000). Rivalry among Existing Businesses in the Marketplace this covers such factors as overall growth in the market sector; product differences; brand identity and reputation; the nature and diversity of competing businesses. Although the smoothies market in the UK enjoyed a period of exceptionally strong growth between 2005 and 2007, this has now been stalled by the impact of the recent economic recession and consumers switching their loyalty to alternative, cheaper pure fruit drinks (Mintel, 2010). Also, smoothies manufactures have failed to convince UK consumers that the drinks are not full of calories and are not bad for their teeth despite strong contradictory evidence from the British Nutrition Foundation (2008). 4.5 Changes in Consumer Behaviour The emergence of global brands, such as Coca-Cola and Apple, and the continuing globalisation of world markets, together with the introduction of new technologies, such as the internet, have all enabled consumers worldwide to interact more easily with the organisations from which they buy their products and services (Doole and Lowe, 2008). This, in turn, has fragmented many consumer markets and made them far more competitive than previously. Organisations have to increasingly recognise that the consumer is king in modern business and if they fail to satisfy those customers, organisations are unlikely to generate improved sales revenues and profits (Blackwell et al, p.10, 2001) Consumer behaviour patterns in the grocery retailing markets have evolved over the last twenty years and are continuing to change. For example, in the last few years government campaigns promoting healthy eating, such as the 5-a-day campaign, mean that consumers are more educated about the benefits of healthy options in their diet and are, consequently, increasingly demanding healthy food from their retailers. A quote taken from a report by Business Insights re-enforces this viewpoint: 80.6% of respondents agreed that over the next 5 years consumers will increase their uptake of functional health products, but will also continue to indulge. (Kemsley, 2006) 5.0 Proposals for Improving CRM 5.1 Intelligence gathering It has been seen that an integral part of effective CRM is customer satisfaction, which can ultimately lead to customer loyalty. However, for an organisation to truly be able to identify and satisfy the specific needs of its customers, it has to adopt one of the basic principles of market orientation namely, customer intelligence gathering (Kohli and Jaworski, 1990; Ruekert, 1992). The type of intelligence gathered should focus on customer feedback that gives the organisation insight into its market position vis-à  -vis its competitors (Ruekert, 1992). The dissemination of the intelligence throughout the organisation is as important as the gathering process (Kohli and Jaworski, 1990). Apart from its family club here is little evidence to suggest that Innocent is operating an effective customer intelligence gathering system so it needs to consider this as part of its overall CRM programme. Innocent should conduct regular focus groups and surveys of its customers and potential customers to constantly monitor customer expectations, in terms of product quality and performance. 5.2 Helping Customers to Adopt a Healthier Lifestyle The PESTEL analysis has shown that the political and social environments are very much pro healthy eating and drinking habits and, consequently, are conducive to the growth of the smoothie market. Also, the Porters Five Forces analysis has demonstrated that consumers are not convinced about the health benefits of smoothies. In addition changing consumer behaviour patterns mean that consumers are now more educated about the benefits of consuming healthy products than ever before. At present, 100% pure fruit juices and smoothies count as only one portion in terms of the criteria laid down for 5-a-day, regardless of how much of either product is consumed (Ruxton, 2008). This is in spite of the fact that research has shown that that pure fruit and vegetable juices, such as those contained in smoothies, offer comparable health benefits to those of whole fruits and vegetables, (Ruxton et al., 2006). The Porters Five Forces analysis has also shown that consumers are generally not convinced of the health benefits of smoothies. So there is an opportunity for Innocent to help its customers better understand the health benefits of smoothies and, at the same time, lobby for their support in recognising the true value of smoothies in a 5-a-day regime. If customers could be persuaded to pledge their support through, for example, signing an online petition in favour of the proper recognition of the value of each portion of smoothies then this would not only galvanise support for the case for smoothies but also raise customers awareness levels of the health benefits of smoothies. Additionally it would serve to increase customer engagement with the innocent brand. This, together with the inclusion of general healthy lifestyle advice within the Innocent family newsletter, would all work in favour of customer satisfaction with the brand and could all positively influence loyalty. 5.3 Promoting Loyalty through Customer Segmentation Changing consumer behaviour has been shown to have fragmented markets and intensified competition and the smoothies market is not immune to this trend. This is further evidenced by the Porters Five Forces analysis, which indicates that the smoothies market is facing intense competition from substitute products, in the shape of lower priced, pure fruit juices and supermarket own brand smoothies. In times of intense competition, customer loyalty programmes are often introduced in order to improve customer retention rates through the provision of rewards for customers or certain segments of customers (Bolton and Ockenfels, 2000). Although loyalty programmes have their critics research has shown that they can increase brand loyalty and profit (Caminal and Matutes 1990; Kim et al., 2001). The PESTEL analysis has also revealed that the UK population profile is forecast to shift increasingly to the over 45s. Innocent currently has little resonance with this market (Mintel, 2010) and consequently needs to engage with existing and potential customers in this age group. By targeting this market, Innocent will be able to grow its market share outside of its traditional core audience, which is the market segment in which there is the most intense competition. Innocent should, therefore, consider developing a smoothie drink especially for the over 45s, which would have a formula made up of ingredients that have specific health benefits for this particular audience. Research has shown that the over 45s are increasingly conscious of their health needs and are seeking out the so called magic foods which include berries, almonds, and ginger (Starling, 2010). Innocent could easily manufacture a smoothie for this market containing such ingredients, which are natural and would not compromise its commitment to using 100% natural ingredients. Innocent could then also segment its CRM programme by specifically addressing these customers in its direct marketing activity and it could create a special family of over 45s within its existing overall customer family. By producing a separate newsletter for this audience, with unique and relevant content and incentives, Innocent could, for the first time, start to build relationships with the over 45 age group. 6.0 Summary and Conclusions The smoothies market experienced dramatic growth up until 2007 when the impact of the worldwide economic recession brought the market to a halt. Innocent has retained its market share and continues to be the dominant player albeit in a market that has suffered from declining sales for the last three years. Innocent has achieved its dominance primarily through heavyweight promotional support for its brand. However, this strategy alone is no longer enough to sustain the business in a changed world of fragmented and globalised markets where consumers demand more from their brands. The marketplace is well set to work in Innocents favour, however, with the UK government being committed to improving the health of the nation and consumers themselves having become more educated about the benefits of a healthier lifestyle. Nonetheless, consumer scepticism about just how healthy smoothies really are is currently restricting growth of the market. Also, the ongoing tough economic situation is ca using some consumers to switch from the premium priced, manufacturer- branded drinks to more affordable supermarket own brands and to other products, such as pure fruit juice drinks, which consumers perceive as having similar health benefits. So there is a big task ahead for the Innocent brand inasmuch as it needs to persuade its customers of the true health benefits of its products. There is a precedent for the implementation of an effective CRM programme in the grocery retail sector in the shape of Tescos Clubcard. For Innocent, it is proposed that a much expanded CRM programme could help alleviate the negative effects of the current market conditions that are working against its growth objectives. These health giving benefits are probably the most important attribute that smoothies possess and Innocent, as market leader, needs to demonstrate its leadership qualities by engaging in more meaningful relationships with its customers and persuading them of the healthy nature of its products and campaigning with them for a greater recognition of this factor in the political environment. It is also important for Innocent to broaden its product appeal and establish meaningful and durable relationships with a market sector it h as failed to penetrate to date, namely the over 45s age group. Underpinning any successful CRM initiative is the gathering of customer intelligence. Innocent needs to invest in this area by conducting more research with its customers using tools such as paper based and online surveys and focus groups, in order to truly understand trends in the marketplace, the nature of its customers buying behaviour and, most importantly, how its customers relate to the Innocent brand. Only by doing this can Innocent construct and implement a CRM programme that will have resonance with its customers, and potential customers, and will, consequently, deliver an opportunity for deeper, more meaningful and mutually beneficial customer relationships.

Sources of Finance for Business: Pros and Cons

Sources of Finance for Business: Pros and Cons Sources of Finance Finance is essential for a business’s, development and expansion. Finance is the core factor for most businesses and therefore it is crucial for businesses tomanage and maintain their financial resources better. Finance is available to a business from avariety of sources both internal and external. It is also crucial for businesses to choose the most appropriate source of finance for its several needs as different sources have its own benefits and costs. Sources of finance can be classified based on a number of factors and the can be classified as Internal and External, Short-term and Long-term. Identify the sources of finance available to a business Working capital   owners finding that are invested into business from the beginning to finance  operation. Liability will be created in shape of capital. Advantages Since it is an internal source offinance there are no costs involved and no repayment is needed. Disadvantages Opportunity costs are involved. Is not suitable forlong term investments. Working capital cannot raise large amounts of funds. Total risk is undertaken by the company. Using working capital as a source offinance will affect the current ratio of the business. Bank Overdraft   occurs when money is withdrawn from the bank account and the available  balance goes below zero. There are different bank charges which are  depending on the agreement. Advantages This is a good way to cover the period between money going out of and coming into a business. If used in the short-term it is usually cheaper than a bank loan. Disadvantages Interest is repayable on the amount overdrawn Can be expensive if used over a longer period of time. Mortgage this is a loan secured on property repaid in instalments over a long time around  25 years. The business will own the property once the final payment has been  made. This is a long-term source of finance. Advantages Business has the use of the property. Payments are spread over a period of time which is good for budgeting. Once all repayments are made the business will own the asset. Disadvantages This is an expensive method compared to buying with cash. If business does not keep up with repayments the property could be repossessed. Bank loan   This is a fixed amount for a fixed short time with fixed repayment. The interest  on this loan can be expensive. Advantages Set repayments are spread over a period of time which is good for budgeting. Disadvantages Can be expensive due to interest payments. Bank may require security on the loan. Hire purchase occurs when buyer is paying for things or items in fixed instalments while  using the item. Advantages Businesses can have the use of up to date equipment immediately Payments are spread over a period of time which is good for budgeting Once all repayments are made the business will own the asset. Disadvantages This is an expensive method compared to buying with cash. Trade Credit it is a system that allows buying something now and paying letter. For many  business trade credit it is essential for business to growth. Advantages Business can sell the goods first and pay for them later Good for cash flow No interest charged if money is paid within agreed time. Disadvantages Discount given for cash payment would be lost Businesses need to carefully manage their cash flow to ensure they will have money available when the debt is due to be paid. Government Grants – this organisations offer grants to businesses, both established and  new and normally there are some conditions apply. Advantages Don’t have to be repaid. Disadvantages Certain conditions may apply Not all businesses may be eligible for a grant. Factoring   is a financial transaction that occurs whereby a business sells its accounts  receivable to a third part at a discount. Advantages A large proportion of money isreceived within a short time-frame. The sales ledger of the business can be outsourced to the factor. The money collections from debtors are undertaken by the factoring company. Helps a business tohave a smooth cash flow operation. Non-recourse factoring protects the client company from bad debts. Disadvantages The business has to pay interests and fees for the factor for its services. The cost will be areduction on the company’s profit margin. Analyse the costs of different sources of finance Working capital Tangible cost: They do not have any costs as it owner money that will be invested to start a business. Opportunity costs: Could have borrowed extra if the working capital is not enough from relatives, friend. Tax effects: This can be repay when the profit will rise. Bank Overdraft Tangible cost: Interest is a little higher than forbank loans and interest is calculated on a daily basis. This is short term and quick source of finance which is not pay on time extra and large interest charges will apply. Opportunity costs: Could have borrowed from relatives or friend to avoid extra charges or to feel into debts. Tax effects: It can be deducted when the business is increasing asset. Mortgage Tangible cost: Interest rates apply as agreed in monthly instalments over a long time usually for 25 years. Opportunity costs: Could have borrowed from family to avoid the interest fees. Tax effects: The property will be possessed by the organisation if monthly payments are not meet. Bank loan Tangible cost: Interest to be paid on the sum borrowed at agreed rate. Interest is usually fixed forshort term loans, and long-term loans usually have a variable rate of interest. Interest rates are lower than for bank overdrafts. Opportunity costs: Could have borrowed cheaply from relatives or friends. Tax effects: Interest is tax deductible from profit before we arrive at profit figure for tax purpose. Hire purchase Tangible cost: The business ends up paying more than the original value of the asset for its purchase and the interest has been paid in equal instalments. Opportunity costs: Tax effects: Interest charges can be offset against profits for taxation. Trade Credit Tangible cost: If paid on time there is no financial cost involved, however if not paid on time the interest will apply automatically. Opportunity costs: Working capital and friends. Tax effects: own possession of goods can be removed by the debt organisation or sale or rent to cover the interest cost. Government Grants Tangible cost: Government grants are free and have nofinancial costs. Opportunity costs: Could have borrowed from relatives or friend as there are no legal agreements involved. Tax effects: No financial costs are involved. Factoring Tangible cost: The business must pay interests and fees for the factor for its services the interest is calculated on a dailybasis, credit management and administrative fee are also chargedand ranges. Opportunity costs: Working Capital will be a better alternative or relatives and friends. Tax effects: The business must pay interests and fees for the factor for its services and the cost will be areduction on the company’s profit margin. Evaluate appropriate sources of finance for a business project There are several sources of finance available to a business on the market. Finances are needed for many and different purposes need sources offinance which are most suitable. When choosing a most appropriate source of finance some conditions have to be considered. The conditions that need tobe considered when choosing an appropriate source of finance are: The amount of money needed The urgency of funds The cost of source of finance The risk involved The duration of finance The gearing ratio of thebusiness The control of the business Project Hair and Beauty Business Project â€Å"Inspiration† aims are to be the first beauty salon in the local area which will deliver unique and quality service by offering high standard beauty products which will quickly gain market share. â€Å"Inspiration† will provide customers with a relaxing and comforting atmosphere which will help them to enjoy the service provided to gained high reputation. Building   Mortgage long term which will be payable for 25 years. Personnel Bank Loan short time with fixed repayment 3-5 years. Furniture and stationary etc. Working Capital owners finding that are invested into business. Brochures   Overdraft short-term it is usually cheaper than a bank loan. Advertisement   Bank Loan Set repayments, spread over a period of time, interest high. Others   Relatives or friends. These loans will be paid from the cash flow from the business and will be collateralized by the assets of the company on short-term or long-term agreements with the lenders.