A Range Of Problems In The Future Essay

‘The world will have to grapple with a range of problems in the future’ The world will inevitably change as time continues to expose the past’s perception of the future to the now. As the earth ages, generations to come adapt to the new world they perceive to be as It is near impossible for every parent to educate their young on everything they have ever learned; thus attitudes and morals are continually fluctuating. It is undeniable that it has already affected society it is evident throughout today’s problems that were never pondered upon by older generations such as the rapid advances in technology. The future can only change, and will encounter many dilemmas along the way. Earth already has an overwhelming number of human inhabitants, and the world’s population continues to increase. Many people do not want to acknowledge the problem, but ignorance will not change the inevitable consequences of overpopulation. No animal species can exist without adequate food, water, shelter and other essential resources and humans are not exempt from this rule. When the human population exceeds the resources needed to sustain it, the same thing that happens to any overpopulated species; nature will reduce the population through famine, disease, interspecies fighting or a combination of either one. That reality has already affecting people in some Third World countries. Because of cultural, political and religious attitudes, almost no world leader is willing to acknowledge the problem, much less take the necessary steps to resolve it. The underlying cause of almost every environmental problem in the world today is human overpopulation. Air pollution, water shortages, habitat loss, extinctions, and invasive species all are caused or intensified from having too many people in the world. Humans are unique among all animal species in having the ability to solve even a monumental problem like overpopulation. This awareness is existent in George Orwell’s ‘1984’, the effects of extreme totalitarian society have stripped society’s resources and forced them to live in a dystopian environment full of pollution and overpopulation. Such a situation of local overpopulation has existed since the dawn of humanity and is slowly becoming a global existential problem. Technology today has transformed the world and changed how people live in their day to day lives. As advances in technology are generally perceived to be an advantage, it can enable the most malevolent evil. The realm of communications has likewise seen immense change. People are provided with new ways to communicate with each other, such as email and instant messaging which can pose as a breach of privacy if used for the wrong intentions. Documents placed on the internet are sources of information for the rest of the world, and will forever leave a digital footprint. Global positioning satellites allow us to track our exact location and find our way to various destinations; such accessible conveniences can alter the future in foretelling ways. George Orwell’s ‘1984, illustrates a dystopian society ruled by a totalitarian government. This extreme realization portrays a government with absolute power, in which controls every aspect of human life using a number of dehumanising techniques. Orwell’s dark vision poses as a foreshadowing notice, which thoroughly explores the consequences of advanced technology and its misuse. As Oceania’s mechanical citizens are constantly monitored using microphones and surveillance, expunges their right to privacy and to make choices. It is clear that the innovations of technology could escalate out of control, leaving society with no defence against it. Thus, it will ultimately destroy humanity in the pursuit of absolute power. The discovery of DNA has the possibility to lead to major social and scientific issues in society. With new advances in technology, there are increases in the consequences that the new technology will allow. It is evident in Andrew Niccol’s film ‘Gattaca’ that the more powerful genetic engineering becomes the more helpful and harmful it develops. The film depicts a society ruled by ‘genoism’, where your genetics decide your social class in the world with a stressed need for perfectionism. This depressing image where there is no determinism for fate or influence for ethical standards eliminates the right for freedom of choice, that people freely and obliviously exhaust today. The consequences of selective breeding solutions are frequently addressed in past and modern literature. In ‘Jurassic Park’, a scientist exhumes and modifies dinosaur DNA to then create an island inhabited by dinosaurs. Consequently, the impact of unnaturally producing a breed that has been extinct for a long period of time threatened the rest of  the human race’s existence. It is clear that such meticulous science created in the wrong hands has the potential to impact the world permanently. Similarly, a frightening futuristic concept that threatens to dominate society is totalitarianism. The objective of totalitarian government is to limit and regulate every aspect of public and private life. George Orwell’s novel, ‘1984’, exemplifies a society lacking in freedom and expression. His fictional society in the year 1984 stands as a metaphor for a totalitarian society. Communication, personal beliefs, and national loyalty are controlled by the inner party which governs the people of Oceania in order to keep society from rebelling. The concept of also controlling the personal beliefs of the citizens promotes totalitarianism by limiting the form of any emotional or individual expression. The citizens of Oceania were forced to work long days which limited self-expression because they were too exhausted to do anything else. Oceania, where protagonist Winston Smith lives, is ruled by the INGSOC. â€Å"BIG BROTHER IS WATCHING YOU†, the main party slogan of Oceania which makes clear that every action you make is all seen by Big Brother, the big leader. The Inner Party, controlled by Big Brother, dictates several aspects of the people’s life. As a society, Oceania are completely brain washed by the continuous propaganda which is based on false news, a new language which reduces the capacity of using words in a double sensed way named Newspeak and indoctrination, this newborn dialect empowers and respects INGSOC. The overall concept is designed to control personal beliefs of the citizens by limiting their form of expression. Essentially, controlling the communication aligns with the Totalitarian aspects of governing. George Orwell envisioned the lack of communication could possibly result to total dominance and control of the people. As civilization moves toward the point where human life will be irreversibly transformed, it will also have to overcome the potential problems that are carried along with any advancement in technology and government. All of these possibilities portray a pessimistic view of the future which has the potential to accrue into tremendous issues of whom the world will have to grapple.

Macbeth Rupert Goold Film Review

Macbeth Rupert Goold Film Review This BBC production of Macbeth starring Patrick Stewart, Suzanne Burden and Kate Fleetwood is upsetting, unnerving, often horrifying, unforgettable, and very difficult with which to find flaw. Rupert Goold has a lot going for his production. First off is the key element of casting. Everyone here from Patrick Stewart and Kate Fleetwood to the small but key parts of Malcolm (Scott Handy) and Duncan are at the top of their game, bringing plenty of depth to these roles. Of course Stewart is the main attraction and he is very good. I like how we see from the beginning that the idea of ruling appeals to him, even if the idea of murder doesn't. This hint of ambition is the ‘seed‘ from which the whole story must grow. As the violence spreads, so does his intensity and paranoia. Matching him however is Fleetwood as Lady Macbeth. She plays the noblewoman as wicked from the get go, greedy for power and willing to push her husband to do the unthinkable. Of course Lady Macbeth is soon overwhelmed by the world she created and Fleetwood plays those key moments leading up to the sleepwalking scene with great skill. Setting the story in this mythical 1950s in what appears to be a Soviet controlled country adds a bit of visual interest to the story. Goold keeps the setting industrial and sparse in nature. The war hospital where the story opens is appropriately battered & ruined. The end battle takes place in a bunker or an underground catacomb . Even the kitchen where several key scenes take place is utilitarian and cold. The few times you see any warmth is in the bedroom of Macbeth and his wife. But this scene is bathed in a sickly red light, warm but bloody. Little touches like the listening devices planted in the castle or the huge soviet style poster of Macbeth hanging in the banquet hall add an extra layer to the visuals. Changing the character of Macbeth from a general turned king into a general turned dictator works well. His paranoia, guilt, and need to kill any that stand in his way fit many of the stories we've heard about petty leaders and their violent reigns eg. Adolf Hitler. I also like the idea of having the three witches appear during the film in various disguises. First as nurses and later as cooks as well as servants. It feels like they are always watching and maybe manipulating events behind the scenes for their own amusement. It appears that some minor editing of the play has occurred here, but nothing too noticeable. The whole play flows well and moves along at a good pace, their was always something just waiting to happen so nothing was dragged.

Criminal justice Essay

Luqman Rohaizat (5 Omega 2009) At first thought, caning may seem like an inhumane punishment for students, who are not yet fully matured in their thinking, and are still learning along the way. â€Å"It just hurts them, physically and emotionally, without doing anything else† I hear concerned parents say. But then again, is there a more effective way to punish and control students? Moreover, nowadays there seems to be a noticeable rise in disciplinary problems involving students in schools nationwide. We need to find an explanation for this rise in disciplinary problems, in order to find the ideal solution for the problem. By my knowledge, we can clearly relate the rise in disciplinary problems with the withdrawal of caning, or any sort of physically inflicted pain, as a punishment for students. What I mean is, when students don’t get punished, they will get into more trouble in the future. Based on this, I fully agree that caning is an effective way to punish students. This is where caning can be part of the solution. Please, let me explain. Students get into trouble because it is their nature to make lots of mistakes and learn through them. Yes, they learn new and important things in life through mistakes. It is okay to make one or two mistakes once in a while, but when a student gets into trouble, or keeps repeating the same mistakes one too many times, this indicates a problem. Maybe the student does not realize that he is causing trouble, or hurting other people. For all we know he might even be enjoying causing trouble. If this student is not punished, he is certain to do more harm again, and this is not good for everybody. As a solution, caning will make the student realize that what he is doing is wrong, and that he should never make this mistake again. As you can see, caning becomes part of the long-term solution to shape a student’s thinking pattern, for the benefit of himself. Another thing to consider is that because of the withdrawal of caning as a punishment for students, our students’ respect for their teachers and their school has dwindled. Respect is an important virtue for every student, and if the student does not develop the value of respect within himself, he will never succeed in life. Nowadays, students are becoming more and more outrageous, with cases ranging from stealing and smoking to doing drugs, or even sexual crimes. It seems that this younger generation has lost respect and fear of their teachers, parents, and has no sort of shame at all for that matter. The only way to instill fear and respect in these students for their teachers is by giving teachers the responsibility of caning troubled students. Through caning, these students will learn the consequences of their crimes and avoid negative behavior. Hurting the students a little bit is for their own good, and is a low price to pay compared to a jeopardized future. Nonetheless, caning is an effective tool to improve students’ discipline, if and only if it is done the right way, taking the necessary precautions and steps. Caning will not achieve the desired results, if done without thought and order. Teacher cannot cane students just because they feel like doing so. What is the benefit in that? In my opinion, only certain teachers should uphold the responsibility of caning students. It would be best if the responsibility is given to the disciplinary teachers of the school. It is in their field to punish students, and disciplinary teachers are the best people for the job. If a student gets into serious trouble, he or she would be sent to the disciplinary teacher’s office, for a session of caning. May I add that even though students are fully matured in their thinking and behaviour, they are still fully able to think rationally. Thus, teachers must deal with students in a professional manner, and not treat them like little children. They should be told the troubles they have caused, and why they deserve to be caned for them. We should make the student understand the punishment they have received, so they will not repeat it. Public caning, especially during assemblies, is strictly prohibited, as humiliation will not do any good to students. Caning can be a solution, if done correctly and with reason. In short, I think that caning should be fully allowed in schools, with the necessary precautions applied, for the benefit of everybody. Caning, as a punishment, is effective, keeps troubles away, and is for the students’ long term benefit. Besides, getting the cane once or twice never hurt our parents. You’ll feel like a hero, stepping out of the Discipline teacher’s office. Catatan Web Admin: Esei ini merupakan sumbangan penulis untuk Majalah Darulaman. Terima kasih kepada Cikgu Osmadosnani Mat Lazim (Setiausaha JK Penerbitan KSAH) yang mengusahakan sehingga esei ini dapat dimuat naik di laman web KSAH. (upload : 05/06/12).

Writting paper Essay Example | Topics and Well Written Essays - 1250 words - 1

Writting paper - Essay Example It is in this regard that this essay aims to present what the concept of culture is. Further, this paper would delve into the influence of this concept to perceptions of health and illness in the health care profession. Finally, a determination of the importance of understanding culture when planning health care would also be identified. Delaune and Ladner (388) in their book on Fundamentals of Nursing defined culture as â€Å"knowledge, beliefs, behaviors, ideas, attitudes, values, habits, customs, languages, symbols, rituals, ceremonies, and practices that are unique to a particular group of people†. Simple folks ordinarily know culture as a way of life. the roles and responsibilities of nursing evolving continuously, a conceptual framework to better understand the effects of cultures on health care was developed by Dr. Madeleine Leininger in her transcultural nursing theory. Dr. Leininger stated Culturally competent care can only occur when culture care values are known and serve as the foundation for meaningful care.† The assumptions incorporated in this theory are: (1) every culture has some kind of system for health care that is based on values and behavior of people; and (2) cultures have certain methods for providing health care often unknown to nurses from other cultures. (Delaune and Ladner 403) The relevance of understanding the concept of diversity in culture is of utmost importance to the nursing profession due to the different profiles of patients they administer health care to. Profiles of patients are incorporated in the culture of their specific countries. Their expectations to the delivery of patient care also depend on the orientations they are accustomed to in their respective countries. Delaune and Ladner (389) presented distinct characteristics of culture which exist among cultural groups and among individuals within a single culture, to wit: (1) culture is learned and taught; (2) culture is

America at War Essay Example | Topics and Well Written Essays - 1000 words

America at War - Essay Example Eisenhower said that "a vital element in keeping the peace is our military establishment". The two factors - peace and military might - are naturally at odds with each other and as such it is strange to find that the terms are so often promoted in conjunction with one another. Indeed, America continues along this line of logic still today, albeit in a different way than the former President had imagined. Eisenhower truly believed that the best way to secure peace for his nation was to become impenetrable; he thought that building one of the strongest military forces in the world would dissuade any potential enemies from acting out in a violent manner and taking American lives. Certainly it can be said that no other nation has waged war on America in the years following the Farewell Address, however the crucial difference between Eisenhower's vision and current American military exploits is the use of force upon other nations like Afghanistan and Iraq. Modern America pursues enemies t hat it perceives as ideological and terrorist threats; in the attacks on Afghanistan and Iraq the United States has sought to retaliate for calculated attacks on American soil. The very presence of terrorism in the modern United States can show both how Eisenhower was justified in his belief of military might for peace, and how despite this proven ideology enemies find ways to strike. America's military strength means that no other nation in the world would seek open combat; therefore opposing views and enemy forces will not be represented by other states but as smaller, dynamic organizations. The President also stressed his belief that America should not rely on the emergency weaponry that could be created by its own individual citizens at short notice; this was the military history of Eisenhower and he was concerned that in the future America should be able to count on its own federal arms reserve. The President had seen the world thrown into war as Nazi Germany and Japan tried to conquer foreign nations and eradicate entire groups of people they considered expendable. Stopping the German forces became one of the most difficult tasks the Allied forces would ever face, and as a result it is understandable that President Eisenhower worried about the future state of his country's military. Certainly in the face of international advancements in terms of arms, the United States could not afford to sit back and hope it would have no need for its military forces to be well-equipped. At the point of the Farewell Address, American federal funding had been vastly increased to its military and Eisenhower expressed his hope that this would continue to be increased as the country invested in scientific research that could change the face of the military completely. The President does not seem to have taken into consideration the fact that at the cue of the United States, other developed nations would decide to bulk up their own military forces in response. Specifically, take the Cold War into consideration and it is easy to see how this idea of an impenetrable nation is inextricable linked to the perception of a dangerous nation. In advancing further and

Implications of Cars Running on Oil Essay Example | Topics and Well Written Essays - 1250 words

Implications of Cars Running on Oil - Essay Example To save time, people head to their office on a personal car. This has, however, put much burden on economy and environment. While all the cars and transportation vehicles depend on oil, it is more likely that over the next decade the world will not have enough oil to fulfill the needs of cars. Â  Scientists have been looking for alternative fuel and combination of fuel which can reduce the burden on oil. There are many combinations of liquids that can be used along with oil to reduce the oil usage but the materials that can work well with oil in a mixture are all derived from food crops. This will lead to a burden on food crops and will affect the prices of the food items badly. Depending on food crops for food and as well as for transportation will put heavy burden and prices will soar so much that both will end up being not affordable. High prices will also increase the current food deficit all over the world. Many countries will not be able to provide the first basic necessity to their people which are food. This means adding a mixture of fuel to the equation and keeping the same ICE will not solve the problem over the next decades, it will only worsen it. This means that the initiative taken to completely eliminate the oil from the equation can solve the problem. Â  Many companies are working to invent batteries that can support EV (Electronic Vehicles), an idea which was dropped in the 19th century due to the dependence of EV on batteries which can only last 50 miles and needed replacement of battery very soon. There are also manufacturers who are reducing the car weight by replacing steel which helps in increasing efficiency of the cars running on any other fuel or material other than oil.

How Effective Is Drug Abuse Resistance Education Essay

How Effective Is Drug Abuse Resistance Education - Essay Example From this paper it is clear that the researchers found out that the effect of drug use behavior after the implementation of DARE core curriculum ranged .00 to .11 across the eight studies that were included in the study. The mean was .06. The authors also found out that DARE effect size was the one that produced substantially smaller means compared to other interventions emphasizing on social and general competencies. The practical significance of these findings is that they suggest that the effect of DARE’s core curriculum on the use of drugs relative to drug education is slight and insignificant except in the case of tobacco use. However, this does not mean that DARE’s core curriculum is not effective. Rather, it might be because it is used among elementary children who mostly do not use drugs.This study highlights that the authors considered all the relevant studies as they conducted a search of other studies on the use of DARE’s core curriculum an also conduc ted a primary research for the study. The consideration of these aspects helped the authors reach the conclusion presented in the study, which helps establish the credibility and validity of the study.  The authors have discussed the relevant limitations of the study. For instance, they acknowledge that there have been few studies on the use of DARE’s core curriculum.  The study fits with other research on the subject because it clearly refers to the acknowledging the fact that they are few, thereby contributing to the growth of research on the subject.

Societal response Term Paper Example | Topics and Well Written Essays - 2500 words

Societal response - Term Paper Example The disintegration of the European feudal society perception on the underclass through the Black plague exemplifies a form of societal collapse. The outcome shows different reactions, on the European side it was a failure while for the underclass it was a break through to exercise their rights because they escaped the burden of the exploitative elites and the onerous taxes. Therefore, though there exists different form societal failure, the outcome presents both beneficial and detrimental effects on both the forces in question (Diamond 5). Societal collapse has been used to express the desertion of human cultures. Nevertheless, a clear explanation as to why such extinctions occur has been escalated by abrupt societal demise such as the Mayan civilization. Similarly, a prolonged decline of a society contributes towards failure to derive a distinct explanation for the society’s failure. A notable example is the observed gradual fall of superpowers such as the East Asia’s Han dynasty and Roman Empire in the Western Europe. These examples show examples of cultures that have failed in regards to self destructing consequences of civilization unlike the preconceived advantages of civilization to other states. Continuously, cultural, social, environmental, and economic factors have been notable as key to collapse of most societies. Just like an out of balance entire system, these factors manifest themselves in a combined form. Diamond presents his perception on the causes of success and failures in a society through several examples. In regards to the examples of two farms, different societies dominate their areas of jurisdiction due to their own strength. Diamond uses two farms Harns and Bans that were similar in sizes (Diamond 21). However, despite their prosperous nature, they are vulnerable because they are located in economically marginal districts. This is based on the short summer growing season that is suitable for pasture production. As a result both farms are vulnerable to becoming extinct due to climatic conditions. Geographical location of the farms limits their access to markets. Both farms are hostages of forces beyond their control such as change of tastes and affluence of the neighbors and customers. However, evaluation of these farms at the moment of prosperity does not guarantee an individual to experet a decline. Similarly societies emerge, dominate their regions but due to factors beyond its control leads to their extinction as noted in Diamond example where Gardar farms has declined while Huls farm has continued to advance. Huls sustenance is attributed to adoption of new cultures such as the advanced technologies. It is inherent that technologically advanced and richest societies suffer economic and environmental problems that need to be taken into account in order to avoid failure of the societies. According to Diamond, appreciation of the past societal transformation provides the current societies with an opp ortunity to avoid failures but rather embrace changes that leads to success. In regards to collapse of Norse Greenland, a past society, Diamond perceives collapse as a drastic decline in political, economic, social complexity and human population. Before a society is termed a collapsed society, arbitrarily is not conceivable on how the society can be defined in order to be classified

Assault Weapons in America Issue Research Paper

Assault Weapons in America Issue - Research Paper Example The research and study on this issue will help in the understanding of the meaning of assault weapons and their features, and the connection to human assault and killings in the United States of America. The research is also important in exploring the measures taken by the American federal government in countering the use of assault rifles, in addition to public opinion and support on the same. The research also objects at exploring the set up legislations for prohibition of importation, ownership, transportation and use of assault weapons. There is also an exploration of the most affected states in America, and their respective state bans on assault rifles. The history of assault rifles in the United States is also a core objective of this research study to provide extra information about assault rifles for a better understanding.On 13th September, 1994, the American Congress adopted the Violent Crime Control and Law Enforcement Act of 1994 that prohibited the manufacturing, transpo rtation or possession of assault weapons. This Act was an amendment of the Gun Control Act of 1968. Though this Act was critical in controlling the manufacture, possession and use of assault weapons, there were specifics of firearms, shotguns and pistols that had at least two specified features (United States, 2009). These specifications created a large loophole for the manufacturers to circumvent the law by modifying the already produced weapons, since the Act applied only to weapons manufactured. after the enactment (Gaines & Kappeler, 2011). This created a loophole for manufacturers to circumvent the law through modifications, and continued transportation of

Integrity Approach in Business Essay Example | Topics and Well Written Essays - 1750 words

Integrity Approach in Business - Essay Example owed and practiced, expectations that exist when the task is being carried out, and outcomes that the actions will bring (Martin, Vaught, Solomon, 2010). In the field of ethics is about the honesty that you practice. If we consider the concept if integrity in the domain of business world. Integrity would mean being truthful and being honest. When a person is trading an object, it is his integrity that he will disclose, the benefits and as well as the flaws that exist in the product instead of marketing the positive sides of the products only. Integrity is the opposite concept of hypocrisy. It is about a person being ethical and remaining constant with the actions that are ethical and that are expected of him. It is true that a person will lose the confidence that others have in him if he lies or double crosses, similarly in case of businesses, to maintain integrity it is important that business should always deliver the promise that they are making to the customers, it is also necessary that the business follows all the rules and laws that are laid down by the government. There are repercussions if they are not followed and this usua lly costs the business more than the cost that the company had to pay to deliver the promise that they have actually made. It is also necessary that the business should only make claims that are deliverable for them (Ciulla, Martin, Solomon, 2007). Today with increased globalization the roles of corporations has changed drastically, today the companies are the ones that are many times majorly dictating the terms and the rules of the trade and the economies of the place. The role of governments as reduced dramatically and drastically as increased globalization has caused the world to become quite enmeshed in each other and therefore, the rules are set by organizations as international trade also increased dramatically. Corporate governance is one method through which the organizations are able to know how they should behave with each

Existentialist Concepts of The Metamorphosis by Franz Kafka Essay

Existentialist Concepts of The Metamorphosis by Franz Kafka - Essay Example Due to such dilemma, the family was faced with financial troubles and the aging parents had to find jobs. Gregor formerly provided for all the necessities in the Samsa house and has efficiently done so as a businessman. He rented a modest house for the whole family to stay in and had to work harder in order to maintain the good life that his family was enjoying. He was concerned about the affairs of his parents and sister, thinking about their future, planning even for her sister. He meant to send her sister to the conservatory but with the turn of events, her young sister had to find a job and study at the same time. In addition to her tasks, Gregor’s sister, Grete, placed upon herself to look after the needs of her brother, bringing him his food and cleaning his room everyday. When the family’s savings run out, they thought of giving up the house because they cannot afford it anymore but they cannot leave it for fear about Gregor’s condition. They then found te nants to help pay off the bills and it was during this time that Gregor revealed himself to them. Although it was not the intention of the monster Gregor to show himself to the tenants, he forgot about being considerate when he was drawn by the playing of the violin of her sister. When the tenants found out that there was such a creature near their room, they demanded the Samsa’s that they cannot pay their bills because of the beast. With this, Grete lose control of herself and complained to her parents saying they better get rid of her monster brother. That night, everyone went to their rooms miserable especially Gregor. Early in the morning, the beast breathed his last and his corpse was soon found by the cleaner later. When she made noises commenting on the dead animal, the Samsa’s woke up to see if Gregor was indeed dead. Upon confirmation, they all gathered together in their room and had a small talk. They soon got rid of the tenants and wrote letters of excusal t o the people concerned with their affairs. Mr. Samsa wrote to his employer, the wife to her contractor and the daughter to her principal because they decided to have a break from all their hard labor and their miserable times in their house. The story reflects existentialist concepts of self-awareness. The vivid descriptions and the seemingly unending suspense in the story eventually stirs the readers to question what is really happening in the story which in turn makes one wonder about the significance of the scenes in real life. In the animalistic state of Gregor, he has come to an awareness of what he has become and how his family could turn against him now that he is useless and becoming a great burden to them. This is specially emphasized in the first part of the story when Gregor did not yet know what he had become. The thought that he was still himself who just felt a little queer or sick made him wonder about the reactions of the chief clerk and his parents. The span of time to Gregor’s discovery of his transformation may have taken a long time because he never thought that he was different. However, when he realized his situation, Gregor became considerate enough to his family members, hiding himself whenever the door opens in order not to frighten whoever entered his room. Similarly, the other members of the family gave more meaning to their existence as they sought to help themselves in their dire situation. Grete and her parents seemed satisfied

Personal experience in the war in Counter- Attack Essay Example for Free

Personal experience in the war in Counter- Attack Essay By considering one of the poems that you have read, explain how the poet presents their view of the conflict – ‘Counter-Attack’ Siegfried Sassoon presents his personal experience in the war in ‘Counter- Attack’ with raw brutal imagery of the battlefield, the numerous sensory feelings provoking terror and outrage at the war, coupled with the stark contrast of report-like statements to ultimately convey the futility of the conflict, and the massive waste of life. Sassoon immediately establishes the sense of emotional detachment in the conflict; the opening lines simply state that they had ‘gained (their) first objective hours before’, provoking horror at the fact that soldiers were forced to fight in inhumane conditions and ultimately were made to detach themselves from the terror of watching their friends being murdered. A semi-omniscient narration is maintained to establish the collective horror of the war, the fact that all soldiers would almost always face the same fate as the previous had and remains set throughout the poem as the contrast to the emotional detachment presented. The poet describes how at first even before the attack begins the soldiers are already ‘blind with smoke’, yet they are made to continue to work as soon as ‘dawn’ begins; all the soldiers are immediately forced to join in with the ‘clink of shovels’, a sign of the hard conditions of living in the trenches, while the militaristic onomatopoeia coincides with the perceived orderliness, such as the ‘bombers posted’ and ‘Lewis guns well placed’. The poet therefore establishes the horror of the almost methodical methods to which the war was fought, and that the death that would come later made to seem almost mechanical. Sassoon also emphasises that these soldiers are simply normal men, many whom are young and forced to fight when he describes how prior to the counter-attack, there was ‘a yawning soldier [kneeling] across the bank’; in order to keep their morale up, they are forced to become sardonic, sarcastically describing the weather as ‘the jolly old rain’, yet serving to reinforce the message that the conflict has forced people to become detached from their emotions and feelings. The horror of the battlefield is also clearly defined; Sassoon describes the average life in the trenches even before the counter-attack to be one ‘rotten with dead; green clumsy legs’. The use of ‘rotten’ inherently suggests that the battlefield is full of bodies, many of which are likely to be decomposing which only heightens the horror in which these soldiers must live their daily lives. They are in effect also forced to separate themselves from the sights; death is a normality in warfare, and the raw description of various soldiers ‘sprawled and grovelled’ along the trenches defines the sheer brutality they face. The men are reduced from strong, able men who were previously ‘high-booted’ to being helpless in the face of war, some even described as eventually dying ‘face downward’, a possible reference to the conflict only bringing doom to their lives. The battlefield is not only strewn with countless bodies, but also described as treacherous itself; the mud is personified as ‘sucking’ the fallen soldiers down into it with little remorse, creating a sense of the indignity of the soldiers’ deaths. The soldiers that are still alive are simply ‘[wallowing] like trodden sand-bags’, indication of the hopelessness and lack of control in the situation they face. They are also metaphorically ‘loosely-filled’, hinting possibly that these men are also physically as well as mentally exhausted, hence the soldier having ‘knelt’ against the bank. The sudden switch from the collection of soldiers to the single one in the second stanza points towards Sassoon’s idea of the wrongs of war; the stark reality that war costs numerous lives and each soldier is in effect a whole life, the one about to be lost in the war is as just as important. To describe the intensity of the conflict, the poet describes how this single soldier responds with such fear in that he becomes ‘mute in the clamour of shells’, simply reduced as he recoils from the initial shock of warfare. Yet rather than recovering from his initial shock, ultimately the soldier is described by Sassoon as helpless, as he ‘crouched and flinched, dizzy with galloping fear’, reduced almost to primal instinct when faced with such a large ‘strangled’ horror. The battlefield along with its weaponry ‘[spouts] dark earth and wire with gusts from hell’; the poet explains the terrible nature of the war, likened to hell wrecking its destruction onto the battlefield, and in the remnants of the carnage the soldier can only hear the ‘butchered, frantic gestures of the dead’ – an oxymoron to establish the fact that death on the battlefield is so sudden and brutal it is literally incomprehensible. Sassoon’s view of the conflict is described as being ultimately futile; the first stanza already indicates that there are numerous ‘bulged, clotted heads’ scattered throughout, grotesque imagery that also provides an ominous undertone to the counter-attack. These bodies are also described as ‘[sleeping]’ rather than the stark reality that they are dead, pointing to the normality of the situation. To add further to the futility, even the officer of the trench is ‘blundering’, somewhat dark comedy in the face of terrible times, and he continues only by ‘gasping and bawling’ in shock. In contrast to the ‘dead’ lifeless nature of the soldiers, it is the ammunition that is fully alive in this case; ‘bullets spat’ at them, ‘traversing sure as fate, and never a dud’, adding to the certainty of death in the conflict. The soldier Sassoon describes ultimately meets his fate in a spout of confusion indicated by the sudden ellipses in his thoughts: ‘and he remembered his rifle†¦rapid fire†¦Ã¢â‚¬â„¢ Notably the soldier himself cannot remember to hold onto his own rifle – shock is combined with futility in that the soldier cannot arm himself and is therefore helpless, akin to almost all the other soldiers in the trenches. His fate is one that ends with him having ‘[bled] to death’. Heavy consonants throughout the line along with repetition emphasise the futile nature in which he dies: ‘Down, and down, and down, he sank and drowned’. The poem establishes Sassoon’s opinion of the conflict being one filled with horror, forced emotional detachment and ultimately the underlying futility of the war in the soldiers’ confusion and the mechanical killing presented. The poem never aligns with any set line structure in order to add to this confusion, and the poem is closed with the simple factual statement ‘the counter-attack had failed’, in line with the opening line to create a contrast and show the real brutal nature of war: people become numbers rather than the real human beings presented in the second stanza.

Emas Installation At Mangalore Airport Engineering Essay

Emas Installation At Mangalore Airport Engineering Essay YP- Eurocontrol Support any engineering device which helps to mitigate risks associated with runway overrun (Page, 2010). Every proposal that is made to ICAO will be consulted with all member states, where each member state has a role to play in consultation and coordination of any changes with Annex 14. Moreover, aerodrome panel collects decides on any amendments. DH- The main difficulty involved in installing EMAS is not the actual cost of installation, in fact is the question of who funds the actual project?(Quan, 2010). This issue is dealt differently by FAA administer the funding of installations where approved effective through Airport Improvement Programme (AIP). AIP is a program which provides grant to airport operators including private operators to improve their airports safety and efficiency (FAA, 2010b). The money is raised through taxes on airplane ticket sold to public and taxes on aviation fuel. In contrary, many European airports have a privatised nature of ownership and since there is no government funding supporting EMAS. Consequently, it will be purely a commercial business decision for airport abuthorities whether to implement an EMAS or extend their RESA (Eurocontrol, 2010). YP FAA has a legal responsibility to implement safety standards in all US airports in terms of safety regulation as it is both regulator and navigation service provider and in some cases airport operator which enables it to cover whole air traffic management. FAA is not the aircraft operator but it regulates the aircraft operators. In contrary, many airports outside US find it extremely difficult to decide whether to invest in a several million dollars structure which might be never used or instead invest in runway quality improvements and also focusing on stabilise approaches which they seem to be more effective in preventing runway overrun in the first place (Eurocontrol). Currently EMAS installation within RESA is a fragmented scenario particularly in Europe once the entire eventualities are covered (CAA, 2010b). However various aviation authorities are supportive with the idea if aresstor beds as an effective and efficient mitigator (CAA, 2010b; Eurocontrol, 2010b). Moreover EMA S should be taken into consideration in light of other preventative methods. CAA Currently CAA is assisting ICAO with study focused on the touch-down lights particularly for the aerodromes with steep approaches as well as short runways. There will be a proposal to implement a set of lights as it is currently adopted by London City Airport aiming to assist operating crew to initiate a go-around in cases where pilots fail to land within the appropriate touch-down zone (CAA, 2010b). CAA (2010b) suggest that they are contributing to enhance safety margins through a different approach which is to identify risks and accordingly implement preventative measures than investing financially into a infrastructure. However a member of CAA aerodrome safety points out that civil aviation authorities in many European countries are gradually following the footsteps of FAA with regards to promoting safety equipments and procedures. They are starting to introduce themselves not only as a regulator with regards to runway safety which conducts regular aerodromes auditing yet the y are initiating to acknowledge and encourage any safety enhancement within aerodromes. It may be true that they do not have the budget like FAA to support safety projects yet they are offering consultations on variety of options available for each airport to consider which they might be unaware of such solutions, aiming to maximise margins of error. CAA CAA has always proposed and supported the 240m should be the ICAO standard. Meanwhile the idea of EMAS has been part of the recent debate as CAA are currently putting a paper together to propose it to ICAO in October 2010 which they hope it passed through panels and eventually to the Air Navigation Council (ANC) and by the time it reaches this point, it will be mature document with all different agreements from all parties, however the gestation period for these types of processes may take up to 5 years. This is crucial to focus and study the procedures followed by ICAO before making any improvements to annexes, as they operate on the basis of consensus and it generally takes a long times to collects agreements from most if not all member states. CAA According to a runway safety advisor at CAA, who worked with many airports has identied that the concept of capital expenditure in any aerodrome being large, medium or small was revolved around balancing acts between a varieties of competing needs. Moreover, in some airports where there are deficiencies in their RESA, it is still the responsibility of board not the CAA to make the decision which in most cases is the commercial business decision. Unfortunately, there is a deficiency within the current system that suggests at some airports due to lack of financial profitability of some safety projects, the proposed safety enhancement will be compromised with economical issues. YP In case of UK CAA enforcing 240m RESA as a requirement for all UK airports regardless of their size just like FAA might be significantly effective in maximising safety margins yet the social cost of such enforcement on society would be destructive, therefore, it is apparent that it is unlikely to happen due to its unfavourable nature. YP However this is the gap where IATAs adopted policy of implementing rules could lead on ICAO towards alternative level of compliance. Moreover it is possible that in near future IATA could be setting up an implementing rule which states with regards to annex 14 RESAs, the alternative means of compliance to the current requirement is an approved arrestor bed (CAA, 2010b). YP There is currently a debate whether aerodromes should declare mapping and charting RESA or EMAS in aeronautical notification publications. This has been raised on the basis of risk compensation where extending RESA is suggested to make pilots less cautious during landing once they know that they have extra space for landing. In contrast, IFALPA (2008) states extra RESA would be effective as it would provide extra braking capacity for operating crew as excursion accidents rate has not improved for the past 20 years (Eurocontrol, 2010). CAA- Proposals for the inclusion of information about arrestor system will be considered by ICAO in October (CAA, 2010). According to CAA there are currently some airports in UK that are considering to adopt an EMAS at their RESA. EMAS Kevin KQ KQ Currently Zodiac Aerospace is working with ICAO in order to get their support, recognition and approval of EMAS as an effective product and according to Quan (2010) there will be hopefully an amendment to annex 14 by December 2010, which would state that ICAO recognise and accept the product as an option for airport to meet their RESA requirements. Once the approval is made, other countries aviation authorities will be more serious about the product particularly after the ICAO requirements has been met. KQ Cost of an EMAS will depend on location and the design aircraft type for which the arrestor bed will be installed for, however, a project in US is less expensive than other countries due to the transportation cost such as shipping. According to Quan an EMAS project in US could be between 3-10 million US dollars. KQ Even though EMAS has been funded and approved by FAA but every US airport before installation must consider other alternatives such as use of declared distance which reassigns some part of runway as a RESA. This option would certainly introduce operational limitations and also shorter runway promotes lower utility from the airfield. However the FAA requirement is 300m RESA which is only recommendation by ICAO. As there are many airports in US which are limited to meet the FAA RESA requirement, which encourages them to adopt other alternatives such as putting as much EMAS bed as possible in their RSA to enhance their safety margins (Quan, 2010). According to ESCO (2010), the smallest EMAS bed installed in US is about 50m length and 30m width. KQ As FAA essentially encourages airports to endeavour and deploy highest practical limit of safety (Heald, 2010). According to Advisory Circle 5200.9 (FAA, 2005) every airport aiming to meet the requirement must do a 20 years life cycle values to establish the cost of installing an EMAS on each end of runway and furthermore the airport is then permitted to spend up to the calculated cost value from AIP budget to improve safety. KQ In case of Madrid, the EMAS was not deployed to meet the ICAO recommended practice, as the runway had already 240m of RESA beyond the runway strip. However Madrids airport authority decided to deploy EMAS on two parallel runways due to the operational concerns involved. They two sets of parallel runways, one set are used for landing and the other is used for takeoff. KQ Additionally, the landing runway has a safety area which intercepts to safety area of another runway, in essence, there were two safety areas occupying the same space. Their concern was in case of an overrun in landing runway and the aircraft ends up in the safety area that a portion of which intersects the departure runway safety area. Consequently both runways would be closed, therefore, they decided to deploy EMAS within the safety area to prevent the overrunning aircraft from entering the other RESA. KQ Based on study conducted by ESCO (2010), the EMAS bed is most appropriate at airports with geographical and physical limitations which constrain them to meet the ICAOs requirement. For instance, a 400ft of EMAS bed is as effective as 1000ft RESA in stopping B737 travelling pass the end of runway with speed of 70knot. Considering the reduction in foot print requirement is promotes EMAS as an ideal solution for many airports worldwide. KQ -EMAS bed is based on a modular system, therefore, during an overrun only the sections that are used to sink the tyres and stop the aircraft need to be repaired. According to Quan (2010) an estimate price for each block in US market is roughly around 1200 US dollars. Moreover according to FSF (2006), repair of the arrestor bed that brought the 747 at John F. Kennedy International Airport to rest in December 2005 cost about US$2 million dollars, as it stands to the most costly repair known to ESCO. The most recent EMAS arrestment was outlined by KQ, which was a Bombardier CRJ-200 operated by a regional Jet at Charleston, West Virginia. The aircraft entered an EMAS bed that comprised of 4200 blocks and it brought the aircraft to stop safely, saving over 34 people and only consumed 170 blocks where there is a steep 446ft beyond the EMAS bed (EMAS, 2010). In case of any overrun, the operator of the aircraft is liable for the repair of the airport property as the aircraft has ended up at a point which is technically not suppose to enter. Typically the insurer of the aircraft operator pays for repair of any damage to airport property. EMAS David DH DH EMAS beds implementation in both China and Spain were conducted according to FAAs policy. However, once ICAO recognise EMAS as suitable alternative to standard recommended RESA, ICAO position will not make any reference to FAA policies. DH In essence FAA considers an EMAS capable of decelerating range of aircrafts on a runway at 70 knots, based on the study conducted by FAA that found that 90 percent of aircraft depart the end of runway at 70knot or less. Furthermore, FAA approves such systems equivalent to 305m safety area in US. According to Zodiac Aerospace (2010) every EMAS installation was funded through AIP. However the final stage for any airport upon the acceptance of an EMAS as an effective substitute to RESA that aims to meet the ICAOs requirements is based on financial calculations. The most financial feasible option for airport usually will be chosen, whether it is to install an EMAS, shift or shorten the runway to meet the requirements (Heald, 2010). DH Additionally if there is a situation where there are physical constraints that are not practical to remove such as highways, railways and any topographical features that would cause the cost to be so high as to preclude that area, an EMAS becomes an appropriate choice. According to ESCO (2008), airports also tend to deploy EMAS where there have been environmental concerns associated with expansion of RESA such as physical cost of acquisition. DH As it was pointed out by DH, China was the first country to adopt EMAS outside US, using it to maximise its runway safety margins at high-altitude airport in Jiuzhaigou (FSF, 2006). DH One of the most critical advantages of EMAS over normal RESA is that its predictable static properties as oppose to RESA which could be influenced significantly by adverse weather conditions. EMAS has been designed not to be impacted by meteorological conditions. Furthermore, the performance of an overrunning aircraft on a grassy RESA with length of 240m is unpredictable, as the grass could be wet, muddy or frozen. As the results, even a recommended RESA at poor weather condition might fail to accommodate an overrunning aircraft in case of which the properties of grounds surface have been compromised such that it will not support the weight of the aircraft. DH On May 25, 2008, a Kalitta Air B747-200 overran runway 20 of the Brussels Airport, Belgium after a Rejected Take-Off. According to the final accident report by Air Accident Investigation Unit (AAIU), the aircraft came to halt 300m after the threshold where pilot escape slide was going down to railway bed. There were no fatalities however the aircraft was completely destroyed and broken down in three parts. Although runway 20 meets the ICAO minimum requirements but it does not conform to the ICAO recommendation as the extension of RESA is extremely costly. There will be a serious cost issue since runway 20 is geographically constraint due to the presence of the railway tracks on one end and existence of motorway from the other end. DH Moreover, AAIU have recommended Brussels Airport Authorities to consider installing EMAS to maximise the braking effect. Computational analysis conducted by AAIU proves that in case of EMAS in placed within the RESA, the aircraft would have came to halt within the designated RESA and the level of severity to the B747-200 would have been significantly minimised (AAIU, 2009). DH EMAS is a new technology and even in US, it was not until 2005 after FAA released Advisory Circle 5200.9 which finally established a policy on its application. According to Zodiac Aerospace, ICAO has started studying EMAS since early 2008 and moreover ICAO revises its annex every 7 years. DH From the primary research conducted it is found that EMAS manufacturer will work voluntarily free of charge with any airport worldwide to help them develop a preliminary propose solution as well as estimating preliminary cost of installing EMAS at ends of their runways (Zodiac Aerospace, 2010). For instance it has already been done for 5 airports in India and 6 airports in Thailand free of charge. DH EMAS manufacturer states that it was not until 2006 that they felt their product is appropriate and ready for international market, as they are producing third generation of EMAS. The previous generations required high level of maintenance such that for the cases of airports in US which have deployed EMAS before 2006 require to resurface their EMAS bed every 3 to 5 years which could cost them between US $100,000 to US $300,000 (ESCO, 2010b) which is a significant drawback to ownership. Furthermore, EMAS manufacturer were not keen to enter international market prior to the introduction of the most recent generation EMASMAX where it does not have a maintenance intensive nature. EMASMAX bed eliminates large cost of ownership which encouraged Zodiac Aerospace to promote its product more confidently to international market. DH Today many airport mangers are reluctant to deploy EMAS within their RESA even though there are significant amount of evidence that supports the effectiveness of such proposal. Currently there are no acknowledgements made by ICAO to support airports which are suffering from lack of inadequate safety margins at their RESA to consider EMAS as an approved and efficient substitute. DH EMAS recommends airports with runways having inadequate RESA to benefit from EMAS as an alternative technology. In some countries transportation safety department recognise the effectiveness of such device, however regulator still remains to be reluctant and fails to acknowledge and respond to such proposal. DH In April 2008, Austrailian Civil Aviation Safety Administration (CASA) part 139 aerodrome standards were revised to permit an alternative Engineering solution to be deployed within RESA (CASA, 2009). They used engineering solution rather than EMAS since it would have appeared to be recommending a manufacturer rather than a safety concept. However, EMAS organisation is the only company approved by FAA to install EMAS beds. DH CASA has completed the project of ensuring all of it air carrier runways to meet ICAO requirements except runway 25 at Sydney Kingsford Smith International Airport (FSF, 2008). Although RESAs have been adopted for the other five runways fairly simply however runway 25 had been challenged by physical constrains to extend its RESA in order to meet ICAO requirement. Runway 25 abutted a major highway, airport perimeter road and a river which introduced heavy cost issues as the airport authorities decided to build a RESA above the obstructions. According to project manager Mr. Plummer (2010) the final cost of building the sixth and final RESA at Sydney airport was around $AU100 million which contradicts with published information on Sydney airport website that states Sydney Airports $AU100 million runway safety project is completed on the 1st of April 2010 which cover the cost of extension of all six runways. DH In addition, while the construction was being carried out, Airport authority opted to establish temporary RESA for runway 25 by reducing the take-off and landing distance on the 2529m runway by 97 meters (FSF, 2008). The criticisms still remain against Sydney airport authority as they failed to acknowledge the revised aerodrome standard made by CASA which effectively permitted airports to deploy an engineering solution to enhance their RESA safety margins. Having spent over $AU25 million just on the final sixth they still have not reaches ICAOs standard recommended practices, moreover, they could have install EMAS for another $AU6 million (EMAS, 2010). DH Having established that, from ICAOs point of view Sydney airport currently meets the standards, however, there is a little motivation for airport such as Sydney to endeavour to reach the ICAO recommended practice particularly if the airport is owned and operated by a profit driven organisation. Moreover, in case of an overrun accident Sydney airport authority will not be in a position to defend themselves if they will asked on what basis they did not try to meet the recommended practice as they failed to deploy engineering solutions according to part-139 to mitigate risks and promote higher level of safety. Certainly it is beyond financial feasibility considerations as they could have invested a few more million dollars in installing EMAS which would driven their RESA safety standard more towards recommended practice than minimum requirement. The Australian Airports Association reported to the Air Transportation Safety Board that the Association does not believe a safety case for extending RESAs beyond 90 m in length can be mounted or sustained (ATSB, 2009). DH Currently, ICAO is looking into permitting arresting systems to be installed within runway RESA. In addition, ICAO is focusing to revise runway strip specifications, as of now, only objects allowed in runway strip are navigation aids provided that they are not hazards to operating aircraft. However, once the specifications are revised the outcome might allow navigational aids as well as aircraft safety systems in the runway strip. This revision will permit EMAS to be installed 11 meter from the runway end (EMAS, 2010). As DH suggests, The safety of the flying public and the credibility of our industry depends on making the right choices, and on implementing new technologies. We must choose wisely and we must always choose safety. SMS According to Morier (2005), the traditional approach to safety management was particularly concentrated on following certain required standards and react after the accidents has taken place which blinded the authorities to look beyond the regulation. They failed to concentrate on how safety margin could be enhanced which is strongly adopted by SMS (Kikland, 2001). As SMS is adopted the mentality and the safety culture existed within the implemented aviation organisation has been significantly improved where management by oversight has been replaced by management insight (Leveson, 2004). In line with this, Kirkland (2001b) states that UK CAA has altered its safety regulation policy from enforcing rules into auditing and mitigating. Currently there are many aerodrome licensees around the world that fail adopt a SMS to minimise risks to reduce the likelihood of an overrun. A crucial driver in order to implement SMS in an aviation organisation is the general willing of the managers to improve the safety standards considering operational and economical efficiencies in case of adopting SMS (ICAO, 2006). SMS has a proactive nature which tends to solve and rectify shortfalls prior to an accident. SMS is effectively based on the accidents and incidents reports as well as other daily reports which encounter any unsafe area which could cause vulnerability to the system. once the area with certain level of risk is identified, specific mitigating measures can be adopted according to the level of severity of the risk. Consequently, SMS enables an airport to evaluate its safety standards as it is more transparent and clear to measure (ICAO, 2006). As SMS is a continuous cycle, it continues to be updated and improved once it is implemented within an organisation, therefore it gradually become a uniform process which starts with risk identification, followed by risk evaluation, implementing mitigation measures and finally monitoring their effectiveness in managing the identified risks (Mitchell, 2010). According to ICAO, SMS adopted by an airport is defined as; A system for the management of safety at aerodromes including the organisational structure, responsibilities, processes and provisions for the implementation of aerodrome safety policies by an aerodrome operator, which provides for the control of safety at, and the safe use of, the aerodrome (ICAO 2002b). SMS ha s various advantages to the tradition approach. SMS is based on collecting and analysing relevant factors to monitor and manage risks. This method as it is based on quantitative as well qualitative evidences, avoid the previous influential human judgement. Another advantage of using SMS is it allows the organisation not only to identify yet to prioritise various challenges according to their level of severity (DOT, 2006). Once the SMS is adopted, the airport automatically becomes more practical in monitoring risks and implementing robust procedures to manage safety (CAA, 2003). Unfortunately, there are still cost issues which prevent an SMS to be adopted by many aviation organisations, particularly in third world countries. This is why the later stage of this report will focus on a cost analysis of installing an engineering device within RESA of Mangalore Airport in India, in order to enhance the survivability of the passengers in a case of an overrun. Summaryof just SMS Excursion accidents are not just about an adequate RESA or EMAS, in fact they are involved precision approaches, the ability to stabilise the approach for the pilot and landing on the touchdown zone at the right end of the runway. Moreover, ability to take the most appropriate exit for pilot while having the freedom to taxi to terminal without undue pressure of having taken an exit. Overall, EMAS is a mitigator not a preventer (Eurocontrol, 2010). It must not be forgotten to invest on the ways which the overrun accident could have been prevented from happening. The very first step must be focused on tracking and identifying contributing factors and how effectively it can be managed to enhance safety margins. However, this thesis focuses on improving safety margins while minimising the severity level of damages post-overrun accident. . EMAS Financial Feasibility This part focuses to answer the final objective of this thesis which is to evaluate the financial feasibility of installing EMAS. To study this, a case study is proposed which is based on the most recent fatal overrun accident that occurred in India, Mangalore Airport, which killed 158 people onboard, on the 22nd of May 2010. Air India Express was operating B737-800 which overran the 2450m (8,033ft) runway number 06/24 (Hindustan Times, 2010). Financial calculation for installing EMAS will be structured according to FAA Order 5200.9 (FAA, 2005) however there are some assumptions and estimations in the calculation due to limited data received from Mangalore Airport. Mangalores overrun The accident report is yet to be completed by Indias accident investigation unit, however according to Hepher (2010a), the aircraft landed long and over shot the runway and consequently ended up in a steep ravine at the end of the runway. As the aircraft was overrunning the end of the runway, it damaged the Instrument Landing System (ILS) localiser antenna which is an instrument to provide precision guidance to operating crew of an aircraft which is approaching and landing on a runway. Only the damaged caused to the ILS significant delays or cancelled number of flight which took Mangalores airport authority more than a month to return to their normal/scheduled operation. The Boeing 737-800 is counted and known as one of the most reliable and competitive aircraft in the current market which is operated by many airline all over the world. It current price in the market is between 66-75 million dollars (Hepher, 2010b). According to Flight Safety Foundation (FSF) (2010) Mangalore crash is the worst accident involving 737-800 so far. In addition according to Ranganathan (2010), The Air India Express crash was waiting to happen. The current level of safety standards adopted in Indian civil aviation authority are significantly below the SARPs required by ICAO, particularly regarding the Aerodrome design. Even though there have some changes and amendments made in the regulation in order to rectify some of the issues but systematic rot is so deep (Gupta, 2010). Recent countrys robust growth promoted rapid growth and need for air travel. Indias international market for air travel has tripled between 2000 and 2008 (IATA, 2009) but its infrastructural safety margin are stretched beyond the recommended safe level by ICAO. Even though the runway 06/24 met the required RESA by ICAO and adequate runway length was provided for B737-800 to land but its adopted safety margins for its RESA did not allow any room for error in case of an overrun or veer-off. As previously mentioned, runway excursions make quarter of air transport accidents and incident (IFALPA, 2008) and yet there is still no unified standard for RESA and installation of safety areas where they are potentially needed to minimise the possibility of runway overruns. According to an anonymous Indian official involved in aviation, A disaster was waiting to happen and we have been very lucky to have had no major accidents in the past 10 years,. This is in line with Indias director of general civil aviation Mr. Gohain statement in April 2008 which reportedly said that India had just three inspectors for 10 commercial airlines and 600 planes. (worldaviationjournal, 2010). According to ICAOs safety audit, India was listed as the worst country in terms of technical personnel qualification and training(ICAO, 2006). The crash at Mangalore airport occur just about four after a similar fatal accident was prevented. The aircraft came to halt within designated safety area at Charleston Airport, (West Virginia), where the airport authority installed EMAS to enhance the level of survivability of their RESAs. Only after such disastrous event, Indian civil aviation authority decides to extend the runway 06/24 from 2450m to 2743m where as the result its RESA will extend too (Aviation Week, 2010). However, if there was an EMAS installed prior to the accident not only so many lives would have been saved but many unfavourable costs to airlines and airport would have avoided. Therefore next section will focus on cost analysis of installing an EMAS at Mangalore airport. EMAS is one of the alternative ways which airport authorities could have adopted in order maximise the safety margins. Consequently, the level of severity of the crash could have been significantly reduced if not completely avoided. DP -Believ es that if AAI had followed and adopted specific safety measures by studying the accident predictive model which was developed by Wong (2007), they could have saved so many lived but they ignored such safety implementations. DP- The cost of an overrun accident can be more many time more than the cost of mitigating the risks but unfortunately, cost minimisation has been considered more important than safety maximisation where airports decided to choose an option which offer lower margin error but it costs less. DP-Pitfield (2010) states in case where there is no adequate RESA is in place, airport authority should also consider closing the runway since there is no margin of an error unless the runway is long enough to extend the RESA without introducing operational limitations to the airport. DP- Even though the Pilots operated many time to that particular airport, Pitfield states that they are not the main people to be blamed. The most destructive factor is the some shortfalls of present airport safety area regulations which are not uniformly monitored around the world. However the existing shortfalls in the present RESA regulation are gradually improved by introduction of Safety Management System (SMS) (Pitfield, 2010). However he still believes that there would be still institutional infrastructural constraints on implementing RESA from an aerodrome perspective. EMAS Installation Cost at Mangalore Airport The financial feasibility is considered vital, since it is one the most effective alternative options for airports particularly facing geographical limitations, consequently they are constraints by terrains or obstacles to extend their RESA. There are number of ways to calculate EMAS installation cost, however the most recommended way is followed by a guideline produced by FAA Order 5200.9 and EMAS manufacturer (Zodiac Aerospace). Airport Authority of India (AAI) agreed to provide the author up-to-date information regarding runway 06/24 to estimate the cost of installing an EMAS at both ends of the runway. In order to calculate the cost certain factors specific to the airport must be considered; EMAS must be capable of safely bringing a DESIGN/CRITICAL aircraft (which is in most cases the most frequent and heaviest aircraft that uses the runway) overrunning the threshold (end of runway) with a speed of 70 knots. The accident investigation unit has not yet reported the speed which B737-800 overran the end of runway at Mangalore airp

Proposed Expansion Strategies Of Starbucks Into Indian Market Marketing Essay

Proposed Expansion Strategies Of Starbucks Into Indian Market Marketing Essay The following report is based on the proposal for Starbucks Corporation to make a direct foreign investment in India by penetrating its market with its product and services. Strategic recommendations for the future course of action is provided in order to achieve market competitive advantage. 1.0 INTRODUCTION Starbucks is the worlds leading speciality coffee retailer, producing and selling a wide variety of beverages, as well as pastries and confections, through some 8,400 coffee shops throughout 30 countries around the world. Starbucks has grown to become one of the most talked about globalized brands in recent times. In the four years since going public, the chain of coffee bars has become wildly successful by turning one of the worlds most pedestrian beverages into a premium product, wrapped in a carefully cultivated, widely recognized brand name that extends far beyond whats in the cup. It is a brand thats defined as much by attitude as it is by products. The Starbucks experience is about more than a daily espresso infusion; it is about immersion in a politically correct, cultured refuge from everyday hassles. Having established itself as a global force, many analysts are asking whether Starbucks can continue to go from strength to strength. Sustained success will require sharp focus on a set of key challenges, including innovation and experimentation. In order to achieve a competitive advantage, the company continues to rapidly expand its retail operations and pursue opportunities to leverage the Starbucks brand through the introduction of new products and the development of new distribution channels. SWOT analysis is given in Appendix A to highlight companys current strategic position. Companys proposed expansion into India is likely to bring a strategic challenge for the company. India is seen as having the greatest potential for multinational corporations. India is a highly diversified country. There is, nonetheless, a core culture based on a shared religion and political experience. India now has a growing middle class, an increase in disposable income that is considered rather opportunistic for companys expansion. To give a more in-depth insight into Indian market for Starbucks operations, macro-environmental framework is presented in Appendix B, including the analysis of political, economical, social and technological factors that will affect Starbucks proposed operations. 2.0 EXPANSION INTO INDIAN MARKET India is a mixed economy, where both public and private sector enterprises work together to achieve economic development for the country. India has many large and dynamic private sector companies which operate in all areas of economic activity trade, commerce and industry, without much interference from the government. India is a nation of more than 1.03 billion consumers (The Economist, 2001). It has an expanding middle class of 150-200 million consumers, most of whom are well educated and speak the English language. In the revised per capita income estimates, on the basis of the World Banks purchasing power parity (the exchange rate that equates a countrys goods and services with international prices), it is estimated that Indias per capita income is $1,150, with a GNP of a trillion dollars. As a result, India is ranked as the sixth largest economy in the world. India is the worlds largest democratic republic; although government bureaucracy does not have ultimate control over business decisions as in China, it has a lot of influence. Multinationals, such as Starbucks will be seen as vanguards of a new colonialism (Cateora and Graham, 1999), are continually thwarted through such measures as prohibitive tariffs (e.g. on computers and softwares), bans in importation (e.g. automobiles), quotas and other non-tariff measures (Schlender, 1997). In spite of the huge potential of the Indian market, there are various challenges Starbucks expansion will have to face, including six distinct issues concerning the economy, management, marketing, government, labour and finance. India is perceived to have a more favourable general business climate than, for instance in China. At current growth rates, corporate investment in Asia will not have a tremendous impact on the short- or medium-term growth and profitability of multinationals. For Starbucks in particular, it will be just another matter of gaining a broader global representation and greater market share. 2.1 Main Investment Advantages The Indian economy, already the fifth largest in the world after US, Japan, China, and Germany, is growing faster now than at any time in the past fifty years. On average, India boasts a GDP growth rate of more than 6 percent annually since 1991 (Panigrahi, Ede and Calcich, 2002). India is fast industrialising and with its vast labour force and talented people, the Indian government is striving to make the country an industrial giant within a decade. India, with the largest middle class in the world, also ranks second, after China, in terms of overall population (over 1 billion). For example, India has 1.03 billion people and about 170 people per car. The US, on the other hand, with a population of 275 million people, has three people per car. Forecasts indicate that by 2010, only 9 percent of the Indian population will be elderly, while the elderly, by comparison, will make up 19 percent of the US and 30 percent of the Japanese populations. Thus, consumers in India are comparatively young, having a potential to powerfully influence economic growth and consumption patterns. In India, the outlook is favorable for companies looking to build long-term value and improve manufacturing efficiencies. But Asian markets may not be the easy answer for companies attempting to boost their short-term growth. By investing in India, Starbucks should take a careful look at what really affects returns to public shareholders. Most investors and executives want a piece of the booming Asian market for the right reasons. With vigorous growth in the region, getting into India, and other countries should position companies well for the expected groundswell of shareholder value. Over the past five years, India, the largest democracy in the world, has put in place the foundations of a deregulated market-driven economy. It is hardly surprising then, that a growing number of US companies, motivated by favourable investment climate and the regions huge reserves for both human and natural resources, have begun to seriously consider investing there. 2.2 Financial Analysis of India Financial matters in India  [1]  are governed through more than 800 decrees and provisional regulations (Belcsà ¡k, 2005). The whole financial system, including banks, financial institutions, and stock markets, is yet to be organised. Simultaneously, in the financial sector, banks and financial markets remain plagued by lack of expertise, government mismanagement, corruption, and unclear legal status. Until recently, virtually all of Indias banks and financial institutions were state-owned, government controlled organisations. However, after the implementation of a liberalisation programme, and imposition of international financial standards, domestic state-owned banks and other financial institutions are less tightly controlled and more professionally managed. India is a functioning market economy with the majority of companies becoming consumer focused and market driven, getting increasingly urbanized, using technology to replace labour, deriving an Asian approach to management as distinct from the same followed by the West and are beginning to establish networks with other nations to face the rest of the world (Marshall, 2005). Many of these trends are applicable to India and it is no wonder that leading multinationals, including Starbucks, are making it a point to ensure that they have a strong presence in India. In todays context, the wealth of a nation is synonymous with the wealth of its organizations and to ensure that large domestic firms play their due role in the countrys development, the government of a developing country must provide the required support. The Government of India seems now to have understood this important requirement and recently proposed that it would delegate required managerial autonomy to various leading public sector units of the country. A number of recent policy changes have promoted foreign direct investment (FDI). The government has reduced exchange control regulations for companies with significant foreign participation. The 10 percent tax rate on long-term (12 months or more) and the 30 percent tax rate on short-term (less than 12 months) capital gains are the same for both Indian and foreign firms and investors. Dividends and interest income are taxed at a rate of 20 percent (Country Review, 2005). Article (2005) states that the key at tribute of multinational company, such as Starbucks is not that it engages in foreign production, but that it finances at least part of the production in its home currency. It is suggested that the stronger currency enables companies in the companys area of advantage in investing over weaker currencies, because of investors preference for securities denominated in the stronger currency and hence, a cheaper cost of capital. A strong home currency discourages and weaker currency en courages FDI in the nation. 2.3 Coffee Market in India India accounts for approximately 4.5 percent of world coffee production and has coffee importing countries, including Italy, Germany, Russian federation, Spain, Belgium, Slovenia, US, Japan, Greece, Netherlands and France (Mulligan and Authers, 2003). The coffee market itself in India is rather fragmented with no evidence of market leaders. Meanwhile with increasing competition amongst different multi-national brands, companies are coming up with added facilities. Coffee shops tend to focus on quality service, providing a cool and soothing ambience. Currently, Indian industry is expecting marginal improvement in price realisation in the global market. The quality and aroma of Arabica variety of Indian coffee is much diverse than in other global coffee markets. The Indian Coffee Board is quite sensitive to the plight of the countrys coffee industry and has been consistently following possible corrective measures to make the domestic industry feel least impact of adverse international market condition. Majority of coffee shops in India large cities are privately owned and there are only few bi players, such as Tata Coffee, Hindustan Lever, Nestle India, Barista Coffee. 3.0 PROPOSED EXPANSION STRATEGIES OF STARBUCKS INTO INDIAN MARKET 3.1 Cultural Context According to Hofstede, national culture plays an important role in individuals behavior and attitudes. It is recognized that individuals behavior in culture groups are strongly influenced by the values held in that society. Some of these values influence consumption patterns. Swaidan and Hayes (2005) pointed out that Indian culture, like many other Asian cultures, exhibits high collectivism and uncertainty avoidance. Similarly, Todeva (1999) found that Asian consumers are less prepared to take the social risk to try new products. On the other hand, the discomfort of being left behind presses them to follow suit if they believe others have tried the product. The innovation curve among Asians is, therefore, steeper and negatively skewed. In India, Venezia (2005) observes, you will find a society that has, like Europes, the diversities of a continent and the unities of a civilization. Such is the measure of the magnitude of the nature of diversity in Indian society whose features Indian industry had inherited. Societal diversity is not an unmixed blessing for corporations and their management. It is argued that in India, generally speaking, the weaknesses of societal diversity such as caste, for instance, are superimposed on its business and industrial organizations and exacerbated. Collectivism that is highly evident in India, is characterized by a tight social framework, in which people distinguish between in-groups and out-groups. According to anthropologists Kluckhohn and Kroeber, the essential core of culture consists of traditional ideas and their attached values. These values influence how people judge behaviour or situations and shared values direct people of the same culture to react in a similar way to a certain situation (Venezia, 2005). A major study by Hofstede defined business culture as learned assumptions and beliefs, attitudes and values shared by members of a group. India can be considered with a high score, along this dimension reveal a cultures orientation toward the present and past. Having a high Confucian dynamism culture India values the relative importance of personal steadiness and stability, saving face, respect for tradition, and reciprocation of greetings, favours, and gifts. Understanding of the cultural norms is a reliable basis for understanding behavioural responses and outcomes in the international buyer-seller dissolution process. For example, cultural norms operating in diverse culture in India compared with Australia is likely to have a significant influence on the styles of management and communication strategies that are appropriate for managing long-term and cooperative relationships. In particular, India is likely to have a cultural environment that is considerably complex to manage. Globalization has blurred the line between industrialized countries and developing nations by integrating politics and culture into management improvement. Typically, in business relationships in Asia between Asian and Western companies, where both cultures use and understand that management styles should be designed to be high in collaboration and low in assertiveness, we posit that both parties use a cooperative style. Starbucks needs to understand the national culture within which the company plans to operate, and the extent to which it adjust its communications accordingly. It is possible that Starbucks may have an inappropriate evaluation of the host culture of the overseas company in accordance with which it designs its communications. The trend in Indian public administration continues with a rationalist scientific approach that reflects the values of a nation. Hofstede analyzed as having small power distance, weak uncertainty avoidance, strong individuality, and masculine being exported around the world through globalization (Freeman and Browne, 2004). This is possibly due to the political instability. Higher stress, at the national level, is correlated with weak rule orientation and lower employment stability. It is possible India has found its natural balance in relation to its native culture and values. 3.2 Strategic Alliances  [2]   By entering a new market, Starbucks is likely to spur domestic competition and introduce a more dynamic style and new coffee experience.The company will also generate more labour and promote Western attitudes towards service and its provision. Main barriers to entry, in accordance to Porters competitive forces framework, will include the new power of suppliers and competitors already established supplier relationships and the knowledge of the market. One popular way to become involved in business is through franchising. While franchises are also a popular way of entering some international markets, strategic alliances are increasingly utilized. In fact, strategic alliances are often required by some countries, rather than other modes of entry, as they involve local firms directly in the business. Davis (2000) and Welles (2001) suggest that historically Starbucks does not like franchises, which is why the group in order to successfully enter Indian market, might consider this expansion through joint ventures and other partnerships. However, the company should keep in mind that Asian companies have not been particularly kind to minority and public shareholders. Numerous publicly listed companies have seen their share price d rop amid accusations that the controlling shareholders manipulated the relationship between listed and privately held subsidiaries. Poor governance contributes to market inefficiencies, which in turn lead to volatile markets that have to make larger corrections periodically in order to adjust for gaps in information and in perception. 3.3 Marketing Mix For a successful penetration into the market, Starbucks will have to establish a defined marketing mix, including: Product: Coffee shops may have their unique characteristics, but it also possible to see many parallels between the sector and other retailing and catering sectors. Over the years, Starbucks has grown to become one of the largest purchasers of high-quality arabica coffees. With a growing proportion of young people in India, the company might put also have in-store entertainment facilities and Internet. Place/distribution: Starbucks need to place its shops into central locations, as the rural part of the country still lives in poverty. Customer convenience and service delivery will have to be understood. Pricing: As Asia emerges from economic downturn, a growing middle class is willing to spend money. However, Indian population is predominantly characterized by an attitude to save money. The company will have to benchmark its products and prices in accordance to competitors, and also considering the market trends and the consumer incomes. Promotion: Starbucks uses various promotional strategies, including catalogs, the Internet, advertisements in local media but mostly, it uses word-of-mouth. The very location of its stores is a strong marketing tactic. To appreciate what is at stake, understand the psychology behind the brand. Advertising has never created Starbucks image. It was built on two things: the quality of its product-it really is a better cup of coffee-and the store experience. The retail experience also extends to sparkling service and an unspoken invitation to linger over a cup of coffee in the store. (Donation, 2003) The middle class populations in India will be targeted by Starbucks as potential markets for consumer durable goods. The company might use community events and sponsorships as the most effective marketing tools. Incorporating knowledge of consumer attitudes about the beverage and food industry Starbucks is entering should help in designing strategies to reach target markets. Indian consumers tend to be opinion leaders; less loyal to the same food product; and more responsive to product promotions and advertisement. Food prices are of a great importance to all Indian consumers. The company will have to use its ability to market itself as an ideal as much as a product-a caffeine-infused oasis for the hip and trendy. 3.4 Strategic Choices There is no best corporate strategy. The main focus of the business-level strategy should be based on how to compete effectively in the market. It is the core issue of how value is realised in a business, after all, value is realised only when a buyer is prepared to pay for the product. The extent to which they are prepared to pay a price which provides profits superior to those of competitors will therefore determine the extent to which that business is highly regarded by its owners and investors. Bases if strategic choice need to take account of the environment in which Starbucks operates. It is important, therefore, to recognise the role of organisational resources, capabilities and core competence in terms of the bases on which competitive strategy and advantage may be built. Porters generic strategic framework enables Starbucks to apply one of three main strategic options in order to achieve a sustainable competitive advantage, that include cost leadership, differentiation, and focus. Sustaining bases of competitive advantage is likely to require a linked set of organisational competences which competitors find difficult to imitate. Strategies of collaboration may also offer alternatives to competitive strategies. In a new uncertain environment, Starbuckss competences need to be found in companys culture and structure, which will encourage speed, innovation and the capacity to gain business success. The choice of a right entry route is critical to the future success of Starbucks. In accordance to Johnson and Scholes (2002), a unified framework linking country risk, country familiarity, the stage of the countrys development, technology and transaction cost has to be provided that a particular entry decision cannot be viewed in isolation and that such decisions are considered in relation to the overall strategic posture of the firm. The marketplace and workforce in India are becoming more diverse every day. In fact, workplace diversity is considered a major challenge and opportunity for human resource management. It makes integration both difficult and easy depending on how diversity is viewed and used. The sources of diversity and its uses make a difference to what it means and how it impinges on organizational purpose and human behaviour at the workplace and beyond. Workplace diversity in India may have been partly inherited from centuries of customs and practices, partly imposed from colonial heritage and largely acquired through corporate omissions and commissions. They have implications for global competitiveness and for managing human resources/ industrial relations (HR/IR). Clearly analysing cultural norms and attitudes towards management will be beneficial for Starbucks in the long-term. 4.0 CONCLUSION Starbucks has become a great successful company in the coffee bean and beverage business. A large part of this success is due to its effective strategy. To further grow, Starbucks will need to expand further in other areas of the United States as well as internationally. Due to India being one of the largest coffee drinking nation in the world, Starbucks expansion into India market will be an effective expansion strategy. Although, the expansion is occurring at such a rapid rate that investors worrying issue is of oversaturation. Therefore, Starbucks will have to look into other avenues for maintaining profits and further success. Considering partnerships and venture might be an effective strategy for Starbucks that can reduce the potential threat of the new market. New market penetration is a challenging and uncertain area of business. Hence, for Starbuckss effective market entry, a great emphasis should be given to market analysis. The culture and corporate strategy must also be maintained for success. This will ensure the health of the organization throughout the proposed expansion. APPENDIX A SWOT ANALYSIS: STARBUCKS 1. Strengths Financial resources: The company is the worlds number one specialty coffee retailer, and as such is has a greater financial reach than practically all of its competitors. Huge financial resources enable the company to take advantage of market opportunities, investments and expansion activities that are not available to smaller firms with a reduced capital. Starbucks has considerable financial strength. For instance, in fiscal 2003, Starbucks generated revenues of $4.1billion, a 24% increase on the previous year. (Company Report, 2004) Global presence: Starbucks is a truly global brand. The company has roughly 7,570 retail store locations around the world (as of September 2004), the majority of which are company owned and operated. The company has cast its net across 30 countries in a bid to establish a pioneering image, and although such a strategy has generated limited early returns form its international business, the company has succeeded in developing a truly global brand. A disciplined innovator: Starbucks is a disciplined innovator, and good management of its innovation time line is one of the primary reasons behind the companys success in generating consistent high level of same store sales. Starbucks currently has a number of new ideas being tried and tested in its stores. In 2002 the company introduced new Frappuccino Blended Beverages, and in 2003, the Iced Shaken refreshments product line was launched. Starbucks ability to roll out new initiatives and produces relatively quickly is a considerable competitive strength for the company. That is can rapidly fill gaps in its calendar is a by-product of Starbucks company-owned retail structure, vertical integration of many products and relatively simple store operations. Customers are also increasingly drawn to the companys music compilations, produced for the company by Hear Music. Consistent strength of core product: In the last eight years, Starbucks has consistently derived increasing proportions of its annual revenue from its beverages business unit. It is good for Starbucks to focus on the beverage market, as this core product division dictates the direction of other units, such as merchandise and food. A continued growth in the beverages unit represents overall company growth for Starbucks, as it shows the consistent strength of the core product. 2. Weaknesses Reliance on US market: Given the company is an international brand with wide ranging operations, it should be looking to generate a greater proportion of revenues from outside the US. Such is Starbucks reliance on this market, the company entire performance will be materially affected should the companys US unit under-perform, as a result of economic conditions or increased levels of competition. Rapid build-out hangover: Starbucks based its international strategy on the basis that maximum benefit can be derived from entering markets early to capture a first mover advantage. In accordance with this, the company rapidly cast its net, establishing operations in around 30 countries since 1995, and in doing so, incurring sizeable overhead charges. Also, in the companys haste to increase its scale, some rash decisions were made and some of these mistakes have delayed progress to profitability. Reliance on beverage innovation: An important long-term risk to the companys stock is a lower valuation caused by a slowdown in US sale store growth. Starbucks store sales growth has been largely driven by beverage innovation, but there are questions over how long this can last. Diminishing return from beverage innovation, one of the companys competitive strengths, would have a significant adverse effect on the companys performance. Performance of International operations unit: Starbucks International operations division has faced problems of expansion, with a number of openings failing to be successful. In 2003 Starbucks Coffee International ended its joint venture with the Delek Group of Israel. Following this decision, Shalom Coffee Company, the joint venture between Starbucks Coffee International and the Delek Group, closed its six Starbucks stores in Tel Aviv. 3. Opportunities International operations: By the end of fiscal 2004, Starbucks international business should finally achieve profitability. About 23% of the companys stores are located outside North America. Key markets include the UK and Japan, which should provide useful indicators for the respective performances of Starbucks other operations in Europe and Asia. Growth market: The specialty coffee sector accounts for roughly 15% of the US retail coffee market, which is already worth $21 billion. By 2005, the retail coffee market is expected to be worth $22 billion, and the specialty coffee sector will grow to account for 41% of this market. Starbucks has a market share of over 40% of the specialty coffee market, and the anticipated growth in this category will offer the company considerable opportunities for further growth and expansion in the near future. Starbucks Visa Card: The Starbucks Visa Card is likely to bolster revenues in 2005. During 2004, the companys retail sales mix by product type was comprised of approximately 78% beverages, 12% food items, 5% whole bean coffees and 5% coffee-making equipment and accessories. (Company Report, 2004) By diversifying its revenue streams Starbucks should be able to both increase the stability of its financial position by reducing its reliance on certain product lines, and also grow its revenues. Clustering of company units: With the continued growth of the coffee market, the company has looked to expand its business, including those areas where it has an established presence. Working on the basis that a key driver of business is the convenience of the companys outlet location, Starbucks has looked to cluster its units so as to dominate particular areas. The financial reward derived from this practice has been found to be considerable, as new outlets have not been found to eat into the business of existing outlets. A continued strategy of unit clustering, and a focus on stores that have convenient access for pedestrians and drivers, represents further opportunity for Starbucks to capture an increasing share of the coffee market. 4. Threats Supply risk: Starbucks is dependent on trading companies and exporters for its supply of green coffee. The company is looking at securing long term supply contracts, and in some cases has had to pay inflated prices in order to obtain such contracts. Starbucks responded to world coffee prices reaching 30-year lows during 2001 by offering suppliers more money to guarantee supply, and as such the risk of non-delivery on such purchase commitments is low. However, the nature of the business dictates that the companys dependency on suppliers does put it at risk. Slowing US retail sales: Long-term concerns regarding US store growth potential still remain. If current growth continues, saturation levels within the North American retail division will be reached inside five years. This represents a considerable concern for Starbucks, given that over the last two years, domestic retail has been the source of about 75% of the companys revenue growth and an even greater proportion of profit growth. Before they reach saturation point, US retail sales growth will slow considerably over the next three to five years, further increasing the pressure on the international division to justify the companys investment in expansion. Competition: The global coffee market is a very competitive sector, and Starbucks must compete against the likes of restaurants, coffee shops, and street carts. A major competitor, with substantially greater financial, marketing and operating resources than Starbucks, could enter this market at any time and compete directly against the company. Starbucks must be aware of competition on all levels and maintain its operational performance if it is to retain its status as the worlds leading specialty coffee retailer. Volatility of market: Starbucks is at risk to the volatility of the supply and price of coffee. The companys search for superior standard coffee means it can be adversely affected by multiple factors in the producing countries, including weather, political and economic conditions. In addition, green coffee prices have been affected in the past, and may be affected in the future, by the actions of organizations and associations that have in the Starbucks Corporation past attempted to influence prices of green coffee through agreements establishing export quotas or restricting global coffee supplies. The actions of these associations could cause a degree of costly disruption to Starbuc