Nursing And Diabetes Essay

Patients with diabetes need to understand what diabetes is. Patients who understand what diabetes is and the complicated process associated with the disease are more likely to comply with the prescribed regimen. Diabetes Mellitus is a syndrome with disordered metabolism and inappropriate hyperglycemia due to either a deficiency of insulin secretion or to a combination of insulin resistance and inadequate insulin secretion to compensate (Davis, 2001). Diabetes is a chronic progressive disease that requires lifestyle changes, especially in the areas of nutrition and physical activity. The overall goal of medical and nutritional therapy is to assist persons with diabetes in making self-directed behavioral changes that will improve their overall health (Franz, 2012). Blood glucose monitoring and goals of blood glucose monitoring Testing blood glucose levels pre-meal and post-meal can help the patient with diabetes make better food choices, based on how their bodies are responding to specific foods. Patients should be taught specific directions for obtaining an adequate blood sample and what to do with the numbers that they receive. Research has found that patients who have had education on the use of their meters and how to interpret the data are more likely to perform self-blood glucose monitoring on a regular basis (Franz, 2012). There are many different glucose monitors available for patients. The patient needs to have a device that is easy for them to use and convenient. A patient’s visual acuity and dexterity skills should be assessed prior to selecting a blood glucose monitoring device. A device is usually selected to meet the patient’s needs in collaboration with a diabetic educator at a health care facility. The patient needs to be reminded to record the blood glucose values on a log sheet with the date and time and any associated signs and symptoms that he/she is experiencing at the time the specimen was obtained. This log should be shared with his/her primary care practitioner. A discussion of glycosylated hemoglobin (HbA1c) should include the reasons for doing the test, how it is performed and how the health care practitioner will interpret the data. These laboratory tests are ordered on a routine basis along with other laboratory tests that are being monitored for the patient. A simple method to describe the HbA1c is to tell the patient that the test measures the amount of sugar that attaches to the protein in the red blood cell. The test shows the average blood sugar during the last three months. The higher the blood sugar the higher the HbA1c. The high blood sugar over a long period of time causes damage to the large and small blood vessels therefore increasing the risk of complications from diabetes. Medications and Insulin The patient with diabetes needs to be reminded that the addition of medications to help manage his/her diabetes is not because they are failing at diet management. Many patients with diabetes become depressed or despondent when they have to begin taking oral hyperglycemic medications and/or insulin. The teaching session should include a review of the different types of oral diabetic agents. A review of the different types of insulins and how to mix insulins should also be discussed. Teach the patient about self-administration of insulin or oral agents as prescribed, and the importance of taking medications exactly as prescribed, in the appropriate dose (Davis, 2001). Patients should be provided with a list of signs and symptoms of hypoglycemia and hyperglycemia and actions to take in each situation. Complications from Diabetes The teaching regarding the complications encountered from diabetes should stress the effect of blood glucose control on long-term health (McGovern, 2002). The patient should be taught how to manage their diabetes when he/she has a minor illness, such as a cold, flu or gastrointestinal virus. The patient should also be taught how to watch for diabetic effects on the cardiovascular system, such as cerebrovascular incidents/stroke, coronary artery disease, and peripheral vascular disease. Patients should be taught how to be alert for signs of urinary tract, respiratory tract infections and signs of renal disease. Assessment for signs of diabetic neuropathy should also be included in the teaching plan. Diabetes is the leading cause of death by disease in the United States, it also is a contributing factor in about 50% of myocardial infarctions and about 75% of strokes as well as renal failure and peripheral vascular disease. Diabetes is also the leading cause of new blindness (McGovern, 2002). Patients with diabetes should also receive education on the importance of smoking cessation, cholesterol and lipid management, blood pressure monitoring and management and management of other disease processes. Skin and Foot Care Teach the patient to care for his feet by washing them daily, drying them carefully particularly between the toes, and inspecting for corns, calluses, redness, swelling, bruises, blisters, and breaks in the skin. The patient should be encouraged to report any changes to his/her health care provider as soon as possible. Advise the patient to wear non-constricting shoes and to avoid walking barefoot. The patient may use over-the-counter athlete’s foot remedies to cure foot fungal infections and should be encouraged to call their health care provider if the athlete’s foot doesn’t improve (McGovern, 2002). The patient should be reminded that he/she needs to treat all injuries, cuts and blisters particularly on the legs or feet carefully. Patients should be aware that foot problems are a common problem for patients with diabetes. Informing them of what to look for is an important teaching concern. The signs and symptoms of foot problems to emphasize are: feet that are cold, blue or black in color, feet that are warm and red in color, foot swelling, foot pain when resting or with activity, weak pulses in the feet, not feeling pain although there is a cut or sore on the foot, shiny smooth skin on the feet and lower legs Exercise and Diabetes A moderate weight loss of ten to twenty pounds has been known to improve hyperglycemia, dyslipidemia, and hypertension. The target goal for body weight for patients with diabetes is based on a reasonable or healthy body weight. â€Å"Reasonable body weight is the weight an individual and health care professional acknowledge as achievable and maintainable, both short-term and long-term (Franz, 2012, p.8).† More emphasis is now placed on waist circumference, rather than on actual weight. A waist circumference greater than 40 inches in men and greater than 35 inches in women indicates a risk for metabolic disease. This is now part of what is referred to as metabolic syndrome. Reducing abdominal fat improves insulin sensitivity as well as lipid profiles. The benefits from exercise result from regular, long term, and aerobic exercise. Exercise used to increase muscle strength is an important means of preserving and increasing muscular strength and endurance and is useful in helping to prevent falls and increase mobility among the elderly (Franz, 2012). Regular exercise can improve the functioning of the cardiovascular system, improve strength and flexibility, improve lipid levels, improve glycemic control, help decrease weight, and improve quality of life and self-esteem. Exercise increases the cellular glucose uptake by increasing the number of cell receptors. The following points should be considered in educating patients regarding beginning an exercise program. Exercise program must be individualized and built up slowly. Insulin is more rapidly absorbed when injected into a limb that is exercised, therefore can result in hypoglycemia (Ferri, 1999). â€Å"Patients need to be informed that exercise of a high intensity can also cause blood glucose levels to be higher after exercise than before, even though blood glucose levels are in the normal range before beginning exercise. This hyperglycemia can also extend into the post-exercise state and is mediated by the counter-regulatory hormones (Franz, 2012, p. 62).† The exercise program should include a five to ten minute warm-up and cool-down session. The warm-up increases core body temperature and prevents muscle injury and the cool-down session prevents blood pooling in the extremities and facilitates removal of metabolic by-products. Research studies show there are similar cardiorespiratory benefits that occur when activity is done in shorter sessions, (approximately 10 minutes) accumulated throughout the day than in activity sessions of prolonged sessions (greater than 30 minutes) (Franz, 2012). This is an important factor to emphasize with patients who don’t think they have the time and energy for exercise. Diet and Diabetes The American Diabetes Association (ADA) has established nutritional guidelines for patients with diabetes. Their focus is on achieving optimal metabolic outcomes related to glycemia, lipid profiles, and blood pressure levels. Patients with diabetes need to maintain a healthy diet consisting of multiple servings of fruits, vegetables, whole grains, low-fat dairy products, fish, lean meats, and poultry (Franz, 2012). The exchange diet of the ADA includes protein, bread, fruit, milk, and low and intermediate carbohydrate vegetables (Ferri, 1999). The food/meal plan is based on the individual’s appetite, preferred foods, and usual schedule of food intake and activities, and cultural preferences. Determination of caloric needs varies considerably among individuals, and is based on present weight and current level of energy. Required calories are about 40 kcal/kg or 20 kcal/lb per day for adults with normal activity patterns (Davis, 2001). Emphasis should also be placed on maintaining a consistent day-to-day carbohydrate intake at meals and snacks. It is the carbohydrates that have the greatest impact on glycemia. â€Å"A number of factors influence glycemic responses to foods, including the amount of carbohydrate, nature of the monosaccharide components, nature of the starch, cooking and food processing, and other food components (Franz, 2012, p.13).† Maintaining a food diary can help identify areas of weaknesses and how to prepare better menu plans. Recommendations for fiber intake are the same for patients with diabetes as for the general population. It is recommended that they increase the amount of fiber to approximately 50 grams per day in their diet. Insoluble and soluble globular fiber delay glucose absorption and attenuate the postprandial serum glucose peak, they also help to lower the elevated triglyceride levels often present in uncontrolled diabetes (Ferri, 1999). The discussion of diet management should also include a discussion of alcohol intake. Precautions regarding the use of alcohol that apply to the general public also apply to people with diabetes. Abstaining from alcohol should be advised for people with a history of alcohol abuse, during pregnancy, and for people with other medical conditions such as pancreatitis, advanced neuropathy, and elevated triglycerides. The effects of alcohol on blood glucose levels is dependent on the amount of alcohol ingested as well as the relationship to food intake. Because alcohol cannot be used as a source of glucose, hypoglycemia can result when alcohol is ingested without food. The hypoglycemia can persist from eight to twelve hours after the last drink of alcohol. When alcohol is ingested in moderation and with food, blood glucose levels are not affected by the ingestion of moderate amounts of alcohol. If the patient plans to consume alcoholic beverages they are to be included in the meal plan. The patient should be reminded that no food should be omitted because of the possibility of alcohol induced hypoglycemia (Franz, 2012). Coping with Diabetes The patient needs to understand that the diagnosis of diabetes mellitus as with any chronic illness can be unexpected and potentially devastating. Grief is the most common reaction of an individual diagnosed with diabetes. Resolution of the grief is dependent on variables such as education, economics, geography, and religious and cultural factors. The support of family and friends affects the long-term acceptance of the disease progression. Patients need to be aware that depression is common with chronic diseases such as diabetes. The depression should be recognized and treated as soon as possible since depression can affect glycemic control and complicate the management of the diabetes (Buttaro, 2008). The patient needs to understand that diabetes is a lifelong disease process that requires a lifetime commitment and lifestyle changes. The patient should be educated about empowerment – having the resources and knowing how and when to use them. The skills of empowerment that help the patient reflect on life satisfaction in the following areas: physical, mental, spiritual, family related, social, work related, financial, personal. The patient should be encouraged to establish goals which emphasize at least two of these areas in which he/she has control. In the session of coping with diabetes the patient should be assisted to develop better problem solving skills, which are necessary to manage a life-long disease such as diabetes. Coping with diabetes should also include stress management concepts. Stress management concepts should include: a definition of stress, the body’s reaction to stress, the effects of stress on diabetes management, identifying stressors, identifying methods of coping, relaxation exercises and identifying support systems to tap into. Management of the disease process should include eliminating or minimizing other cardiovascular risk factors for example blood pressure control, lipid control, and smoking cessation. Patients with diabetes should also be instructed on what to do when they become sick with a cold, flu, gastrointestinal virus, or other minor illness. They need to be aware that these minor illnesses can affect their diabetes and blood glucose levels (McGovern, 2002). Instruction on what to do when they become ill and the importance of continuing to take their diabetes medications and/or insulin and other general care should be discussed. Some basic guidelines for management during an illness or sick-day include maintain adequate hydration because of the risk of dehydration from decreased fluid intake, polyuria, vomiting, diarrhea, and evaporative losses from fever. Patient should be instructed to drink at least eight ounces of calorie free liquids every hour while they are awake. The beverages should be caffeine-free, since caffeine acts as a diuretic and can actually increase the chances of hypovolemia. If the patient is unable to tolerate fluids by mouth, antiemetic suppositories or intravenous fluids may be required. Vomiting that is persistent and intractable may require emergency room care. The patient should be encouraged to perform blood glucose monitoring more frequently while he/she is ill and to initiate urine ketone monitoring with urine dipsticks, during the illness (Franz, 2012). The patient should be instructed to continue taking his/her insulin and/or oral antidiabetic agents while ill and even when unable to eat. The omission of insulin is a common cause of ketosis and can result in a serious condition called diabetic ketoacidosis. The patient should be given a list of foods that contain fast acting carbohydrates that they can consume when they experience signs and symptoms of hypoglycemia. Patients should be encouraged to seek regular ophthalmologic examinations to detect for diabetic retinopathy. Regular dental examinations should also be encouraged to evaluate to potential areas that can become infected and possible oral lesions. Summary The teaching program for the patients with diabetes is designed to be held for six sessions. However, the sessions can be lengthened or shortened to meet the needs of the intended audience. These two to three hour sessions allow the patient to absorb the material that is being taught and to be able to ask questions. The learning needs are focused on managing their glucose levels and preventing complications of diabetes. The patient needs to be educated on the multiple disease processes associated with diabetes and the factors affecting each of these areas. The patient also needs to have the knowledge of how to manage their diabetes when they are ill and warning signs that they are hypo/hyperglycemic. Diabetic patients should be advised to contact their health care provider any time they are unsure what to do or have questions on how to manage their disease. There are many teaching handouts and pamphlets that are available free of charge from the various agencies. These handouts are available on a wide variety of subjects that can be used with the teaching plan. The evaluation criteria for the teaching plan would include an evaluation tool in which the patients could complete anonymously at the end of the program. References Buttaro, T.M., Trybulski, J., Bailey, P.P., Sandberg-Cook, J. (2008). Primary Care: A Collaborative Practice, 3rd. Edition. Philadelphia, PA: Mosby, Inc. NO Davis, A. (2001). Adult Nurse Practitioner: Certification Review. Philadelphia, PA; Mosby, Inc. Ferri, F. (2012). Clinical Advisor: Instant Diagnosis and Treatment. Philadelphia, PA: Mosby, Inc. NO Franz, M. (Ed.) (2001). Diabetes Management Therapies: A Core Curriculum for Diabetes Education. 4th Edition. Chicago, IL: American Association of Diabetes Educators. Franz, M. (2012). American Diabetes Association Guide to Nutrition Therapy for Diabetes, 2nd Edition. Alexandria, VA: American Diabetes Association. Herfindal, E. and Gourley D. (2000). Textbook of Therapeutics: Drug and Disease Management. Seventh Edition. Philadelphia, PA: Lippincott Williams and Wilkins. NO McGovern, K., Devlin, M., Lange, E., and Mann, N. (Eds.) (2002). Disease Management for Nurse Practitioners. Springhouse, PA: Springhouse Corporation.

Civil Marriag

Civil Marriage in Lebanon The civil marriage and secular status debate is not new. However, the recent marriage of Khouloud and Nidal brought back the issue to the national spotlight. While this attempt is welcomed by many secular activists and youth groups, an outrage from Islamic institution is strongly contradicting and frightening. In her article â€Å"Lebanese’s Civil Marriage debate highlights sectarian rule (article number one),† Nada Akl supports civil marriage and considers it an opportunity to revisit the Lebanese personal status law.However, the Grand Mufti Mohamad Rashid Qabbani issues a fatwa against any move to legalize civil marriage in the country. The two activists tackle the topic from two opposing points of view, and Nada Akel succeeds more in effecting on the population and dragging them to her side. Civil marriage was first debated in the 1990s before the government of the Prime Minister Rafiq Al Hariri rejected it. Personal status law was lobbied f or and advocated by civil society groups in the name of personal rights and democracy. However, the result was always a complete failure.The couple, Khouloud and Nidal, attempted to fight for their right and get the approval for their marriage. Their attempt is now supported by great activists such as Nada Akel, yet a big party of the Lebanese refuses it due to their cultural and religious mentalities. In her article â€Å"number one,† Nada Akel succeeds in dragging the population to her side and convincing them. Her article is effective because she presents her ideas in a well-organized and adequate way. She opens her article with a short anecdote about a couple who has struggled a lot before overcoming all the obstacles and making its dream come true.This example illustrates real concerns and problems faced by the Lebanese society especially the young rising generation. This relation adds credibility to the text by giving it a sense of reality and not only an abstract image which has nothing to do with real life. Besides, she strongly supports her position by stating factual data based on law. As an example, she explains that people with no religious affiliation have the right to get married in this fashion based on the decree number 60 of a 1936 law ( Akel, para. umber 1). In addition, I predict that she gains the readers’ respect since she establishes her counterargument with no bias; on the contrary, she is very neutral and fair to her opponents. Akel seems to be peaceful in her article, for she does not attack nor offend her opposite views and opinions. By defending civil marriage, she also highlights indirectly its advantages because it diminishes our sectarian and divided culture by making people accept the differences and create a unifying society.On the other hand, Grand Mufti Mohamad Rashid Qabbani denies civil marriage and declares a religious edict against those who support or endorse it. Qabbani seems to be masterful and wise in his attempt to drag the Lebanese Muslim population to his side by forcing them to fight civil marriage if they wish to gain the pleasure of God – or at least making those who are far from radicalism take the middle ground. Moreover, Grand Mufti seems to be more threatening the population rather than being informing them.Instead of explaining religious concepts, he fills his fatwa with warnings and threats. Qabbani brands that any Muslim who approves this marriage is going to be expelled and will not be buried in an Islamic cemetery. Furthermore, Grand Mufti’s comments on civil marriage seem to be fiery and disrespectful to all the couples who have got married in this fashion. In his fatwa, the Mufti states it clearly that he considers this attempt to be adultery, and the children of such married couple are illegitimate.He also displays a profound contempt for his opponents in describing them as predators to the Islam. Needless to say, I find that the Mufti is violently at tacking the freedom of choice in Lebanon. Perhaps, our Mufti has forgotten that â€Å"Lebanon is a parliament democratic republic based on respect for public liberties especially the freedom of opinion† (Segment c of the Lebanese constitution). To conclude, the love story of Nidal and Khouloud brought back the attention to the existing debate about civil marriage.In my opinion, Grand Mufti Qabbani should lessen his tension and hatred towards his opponents and learn to accept the different existing opinions that sometimes contradict his. By demonstrating this rough attitude, Qabbani is destroying the real and peaceful image of Islam and therefore he cannot represent the whole Lebanese Muslim population. Meanwhile, Nada Akel’s argument strongly convinces me, and it appears to me that civil marriage is the only way out to establish a civil country.She makes me really sit down and question myself: â€Å"If my real true love was from another religion, would I struggle for the rest of my life in order to just be happy? Is that so much to ask for in a country like Lebanon? † Work Citied Page Akel, Nada, â€Å"Lebanon’s civil marriage debate highlights sectarian rule†, THE DAILY STAR. † Breaking News, Lebanon News, Middle East News & World News, 12 Feb 2013, Web 1 March 2013. http://www. dailystar. com. lb/Opinion/Commentary/2-13/Feb-12/206063-lebanons-civil-marriage-debate-highlits-sectarian-rule. ashx#axzz2MENEAnht. Qabbani, Mohammad, â€Å"Fatwa†, 28 January 2013

How Has Texting Affected Teenagers

How has texting affected teen literacy? This is one question asked by many, and not always answered. After doing much research, I have come up with an answer to this question. There are pros as well as cons to texting when it comes to teens. The pros of texting are that texting allows teens to communicate with each other more often. Another pro is that they have the capability to call a parent when in a situation where alcohol or drugs are involved. While texting can have some pros, it also comes with it's own set of cons.One con is that texting is leading to anxiety, stress, distraction in school, and sleep deprivation. All of this added together can cause teens to have falling grades in school. Another, con is that texting can distract teens while they are driving. Texting and driving has become one of the most common causes of car accidents. One common thing you can see in schools is texting in class. One other thing you will see is cheating during tests. Some schools have banned cellphones during tests but this has not helped at all.These rules only affect the teens that are willing to break rules. The amount of teens who own a cell phone in the world is enormous. In 2011, 77% of the teenage population owned a cell phone, which is very similar to the 75% presented in 2009. Due to the unlimited texting plans presented by various mobile carriers texting has increased substantially in popularity. According to the Nielson Company, American Teenagers sent and received and average of 2,272 text messages per month in the fourth quarter of 2008.This totals to about 80 messages a day. In 2010, this amount of 2,272 text messages in the fourth quarter of 2008, grew to an amount of 6. 1 trillion text messages in 2010. This goes to show how much texting has grown in popularity and is a growing issue that effects teens everywhere. As texting becomes more popular, more and more teens begin to have falling grades in school and also putting themselves in danger while drivin g.If parents started to be more watchful of how much their children text, they could help them keep control of their texting. Works Cited Baker,Lisa. â€Å"Cell Phones and Their Positive Effects on Youth† eHow 15. April. 2012 Starovoit,Veronica. â€Å"How Does Text Messaging Affect the Ability to Write & Speak in English? † eHow 16. April. 2012 Lenhart,Amanda. â€Å"Overall cell ownership steady since 2009† PewInternet 19. Mar. 2012 Hafner,Katie. â€Å"Texting May Be Taking a Toll on Teenagers† The New York Times 25. May. 2009

E-business Essay Example | Topics and Well Written Essays - 3000 words

E-business - Essay Example Benefits of Ebusiness to Organizations: Ebusiness expands the marketplace to not only national but also the international markets. It also decreases the cost of storing and retrieving paper-based information. This kind of business also reduces the time between the outlay of the capital and the receipt of products and services. Ebusiness also reduces the telecommunication costs as internet is relatively much cheaper than Value Added Networks. Organization to focus: The website on which we will focus in this report in Asus.com. Asus is one of the leading companies in the manufacture of notebooks, netbooks, motherboards, graphic cards, etc. Asus is regarded as the number one manufacture of mother boards in the world. They are believed to be blessed with one of the world’s best research and development team who believe in innovation of the product. Ebusiness Website: The ebusiness website of Asus is developed by one of the best people which mark the tradition of the company and pe ople can understand it through a look at that website. However, its ebusiness operations can be improved in various other ways. How to improve? There are numerous ways by which web analytic systems can be improved, and if the company knows what it is supposed to do, the web analytic systems are very useful. ... The profit margin and the overhead cannot be easily reported in most of the key analytic system, but the average sale price, conversion rate and the number of visitors who visit the website can be measured by the good key analytic systems. Improving Customer Satisfaction through ebusiness: The customer satisfaction can be improved through ebusiness using a number of factors that encourage long term relationships. Customer Relationship: Improving customer relationships is a very important factor of customer satisfaction. When dealing with customers, empathy is very important. A couple of factors by which this can be done are by addressing the customer by his name, knowing what was the product he purchased recently and offering new product according to his taste and preferences which makes him feel that the business has thought about his needs and makes him feel important. Asus.com should develop various service-quality and relationship-building initiatives which are designed specifica lly to give customers a reason to buy products from its firm and do frequent business with them. The business strategy of Customer Relationship Management should be given more attention by asus.com in order to optimize profitability. Service and Support: Different studies reveal that customers purchasing through the web usually find poor customer service and this becomes the reason they refrain from purchasing a product online. One of the main reasons of this is that when customers buy using internet, they serve themselves, but they do not really want to receive and lesser service than what they receive in the real world. The requirements of ebusiness are higher expectations for

Lockheed Martin Aeronautics Companys Marketing Practices and Term Paper

Lockheed Martin Aeronautics Companys Marketing Practices and Strategies - Term Paper Example How the company applies quantitative and qualitative research in its bid to provide its customers with value is also a subject of discussion under this study. Through an analysis of marketing practices and strategies applied by the company, the study indicates how the company has emerged as the largest defense contractor. The study focuses on all the segments of the market that the company serves, giving examples of products and services that the company provides to the respective market segment. Through this study, an understanding as to the source components that makes up the annual revenues of the company is created, with a special emphasis on the role of contracting as a marketing strategy and practice in subscribing to the revenues of the company. A conclusion and recommendation are also given. This is a company based in USA, formed by a merger of two companies, Lockheed and Martin Marietta in 1995. The company ranks as the world’s largest defense contractor, though it offers a range of product and services in the market. The company has diversified its operations to engage in various market segments, among them aerospace, defense, advanced technology and security (Carl, 2010).Lockheed Martin Aeronautics Company Palmdale, is the location where the company’s Advanced Development Programs division is based. This is informally referred to as Skunk works (John, 2009). The company is involved in the research, design, development, and manufacture of products for use in the fields of defense, homeland security, information technology, and space (Norris, 2011). On top of products provision, the company also provides services in the fields of engineering, manufacturing, technical, and logistics. Lockheed Martin Aeronautics Company has suitable marketing strategies. Having been able to diversify its operation in many segments of the USA economy,

Corporate Governance and Ethics Case Study Example | Topics and Well Written Essays - 3500 words

Corporate Governance and Ethics - Case Study Example In addition to that it also explains the causes of failure of the leaders of GSK in preventing ethical issues related to integrity failures. Task 2 explains bribery as an ethical issue particularly for companies undertaking international business. It also investigates the ethical and moral issues of bribery and the difficulties that cultural relativism introduces to business ethics. And finally task 2 comments on the steps that GSK should take in order to prevent future ethical dilemmas and reputational damage from perceived failures of ethical and moral conduct. Table of Contents Table of Contents 3 Introduction 4 PART A 4 PART B 7 Conclusion 10 Works Cited 11 Name of the Student Name of the Professor Course Number Date Introduction â€Å"The primary and only responsibility of business is to use its resources and engage in activities designed to increase its profits so long as it stays within the rules of the game† - Milton Friedman (37) Ethics is a critical factor in the fie ld of corporate governance and henceforth to the performance of a corporation. It can be associated in two different ways via ethical values and assumptions that support a specified regime or code of corporate governance. ... The following section in this report will explain the theories of ethics and corporate governance from the perspective of a pharmaceutical company. PART A 1. It is evident from the case study that there have been quite a few ethical lapses as far as the corporate governance of GlaxoSmithKline is concerned. In the last decade, cases of ethical lapses have been witnessed in pharmaceutical companies. The company was accused of lapses in bribery, fraud and corruption, product safety, false marketing and advertising. Pharmaceutical companies were alleged to have breached the regulatory standards by selling and marketing products which did not meet the criteria specified by the board (Institute of Business Ethics, â€Å"Business Ethics Briefing†). As explained above, GlaxoSmithKline had similar ethical lapses. After studying the report carefully it can be suggested that the company fraudulently managed study designs in order to obtain favourable results. In addition to that, they ha ve concealed results which were unflattering and were against the company’s favour. The company also failed to update people with the negative results thereby producing drugs which were detrimental to the health of the patients. GlaxoSmithKline was accused of hiding information related to the side effects of certain drugs produced by them. Promoting the usage of ‘off – label’ drugs has also been witnessed which led to misuse of medicines. Another ethical lapse noticed in the strategies adopted by the company is the use of promotions such as medical education programs, advisory boards, speaker events and grants. They were accused of using grants to promote drug

Mini-Analysis Paper Research Example | Topics and Well Written Essays - 750 words

Mini-Analysis - Research Paper Example This is because as college men, it is important that students will be offered every available opportunity to engage in learning (Vianden, 2009). By exploring the college men’s perceptions about interacting with faculty beyond the classroom, it is becomes possible to understand ways in which this form of learning oriented interaction can be improved. It is therefore important that the questions are well diversified to identify key factors that hinder out-of-class interaction because until such factors are known, it will be difficult to try to improve interaction outside the classroom. The qualitative methodology used in the study was basic interpretive qualitative study. According to the researcher in the study, â€Å"such a design is utilized when researchers are interested in exploring and understanding participants’ perspectives and perceptions† (p. 227). Meanwhile, the researcher’s approach was to undertake a qualitative research. The rationale for selecting basic interpretive qualitative study can be said to be directly linked with the definition given to qualitative research by Diriwà ¤chter & Valsiner (2006). This is because qualitative method was noted to be suitable when a researcher seeks to develop deeper understanding about a given topic and understand how people make meaning of experiences related to the topic. As part of the basic interpretive qualitative study, the researcher used in-depth interview as the major approach to data collection. This approach was helpful in ensuring that the researcher could collect very detailed qualitative opinions and ideas of respondents concerning the topic at hand. Having said this, the researcher could still have used a focus group method to gain even more data than was gathered. Specifically, focus group would have made it possible to collect behavioral data that would have been very important for understanding the issue and for decision making purposes (Seidman, 2013). The writing presented in the

Marketing Plan Role And Structure Essay Example | Topics and Well Written Essays - 2500 words

Marketing Plan Role And Structure - Essay Example This paper will therefore, discuss the role that a marketing plan plays in enabling the product position itself in the market. It will also discuss different elements of a marketing plan and importance of each element in enabling the marketer market the product. In addition, it will provide an appropriate structure of a marketing plan and distinctive features between a marketing plan and business plan. Also, the paper will look at how each element in a marketing plan enhances the marker’s understanding of the market. Different assumptions made when drafting a marketing plan will also be discussed and their relevance in accordance with the marketer’s objective. Lastly, different marketers use marketing plan for different purposes. These purposes will be analysed and select the most appropriate use of a marketing plan. This will help in coming up with a detailed conclusion on the effectiveness of a marketing plan in helping the business to increase its overall profits (Bu rrow & Bosiljevac 2011). Role and nature of marketing plan A marketing plan can be defined as a product or companywide plan that describes all functions involved in achieving marketing objectives in a certain timeframe. A business plan provides a general platform that a business needs to follow in order to achieve its goals. Marketing plan is a part of business plan that goes deeper in discussing the sales and marketing planning. It also offers market analysis, expense budget; sales forecast and even different milestone tables. On the other hand, business plan covers the overall expenditure to be covered with a business. Therefore a market plan plays a great role in setting up an appropriate business plan (Cohen, 2005). A marketing plan defines the firm’s long-term mission. Every business has its mission that it wants to achieve. This cannot be possible if the business does not have an appropriate strategy to be followed. Marketing plan therefore, provides the appropriate str ategy that a business must follow in order to achieve its mission. It also analyses all the risks and uncertainties that may face a business or a product in the market and provide the possible solutions. The mission is mainly based on an understanding the target consumers and all prospective competitors that might hinder the mission from being achieved (Cohen, 2005). Marketing plan helps in environment assessment. The plan summarizes the firm’s strengths, weaknesses, opportunities and threats and provides a way on how to manipulate these aspects in order for the company to increase its overall revenue. It mainly provides a way forward on how to take advantage of the available opportunities in order to strengthen the business position in the market. It also defines business strength and how to use them to increase the business competitiveness in the market. In addition, it defines all weaknesses that a business faces and how they can be eradicated or improved to fit the busine ss mission. It also analyses the possible threats that faces the business and how to evade them (Cohen, 2005). A comprehensive marketing plan assesses the current status of the marketing effort in regard to pricing, distribution, product and promotional strategies. It assesses the relationship that exists between the business and other external factors such as competition, and target market. This help the marketer develops appropriate and measurable sales objectives.

Apartheid in South Africa and Segregation in America --Comparison Research Paper

Apartheid in South Africa and Segregation in America --Comparison - Research Paper Example It may also occur due to a belief that one group is inferior to the other. This was seen in recent history in which two major instances of oppression took place: Apartheid in South Africa and Segregation in America. Although, these countries are continents apart and had very different histories, they both practiced forms of oppression which led to the dehumanizing and harsh subjugation of the oppressed group. Apartheid and Segregation shared various aspects, but also demonstrated certain differences. The victims of oppression went about various ways to gain liberation in these countries. During this assignment it will be discovered how Apartheid and Segregation came into being. It will also be seen how these systems were implemented and what they entailed. Finally, the struggle for freedom will be looked at and how South Africa and America were turned into strong democratic countries. 2. BACKGROUND In April 1652 the first Europeans, the Dutch under the leadership of Jan van Riebeeck, landed in present day Cape Town and subsequently settled in South Africa. At first the plan was to set up a way station for ships that sailed from Europe to India. But later they wished to claim the land as their own; however, they discovered that there were local in habitants living on the land already, such as the Khoikhoi in the Cape region. For the most part these different groups coexisted; however, when the Dutch began expanding they began using the locals for slaves to aid in tilling farmland and tending to household duties. When the settlers began moving further into the country, annexing the land, they discovered more natives. Often these natives were reluctant to give up their land and several wars over land, water and grazing supplies broke out, such as the border wars against the Xhosa. This led to many deaths, bitterness and fear of one another1. The British were conducting the practice of Colonialism in various parts of the world and when it seemed as though Napoleon was taking interest in South Africa the British colonized the Cape in 1795. The first British settlers arrived in South Africa in 1820 and were given farmland by the colonialists. The Dutch, which were now known as the Boers, were forced to live under British rule. Their education was no longer in Dutch but only in English and they could only practice the Anglican form of religion and not their Neder Duitse form. The Boers were only involved in agricultural practices, making their financial standing far below that of the British and when slavery was abolished by Britain in 1834, the living standards of the Boers further declined. This led to the Groot Trek by the Boers. They embarked on a journey to find their own independent land. This led to the creation of the two Boer republics, the Orange Free State and Transvaal. The British also delegated certain land, which was known as reserves, for the black tribes to live in. Often these reserves were too small for all the people and the land was barren, making living conditions difficult. The British brought into being certain legislation which restricted the rights of Black and Indian people such as, the Natal Legislative Assembly Bill (1894), which deprived Indians of the right to vote; the General Pass Regulations Bill (1905), which prohibited blacks from voting, limited them to fixed areas and introduced the Pass System; the Asiatic Registration Act (1906) which required all Indians to register and carry passes; and the South Africa Act (1910) that enfranchised whites,

Marketing techniques Essay Example for Free

Marketing techniques Essay Introduction The businesses and products I chose happened to be, Nike and their Mercurial football boots, and Sony and their PS3 gaming console. I chose these products because I think they are both reasonably diverse, and in their time, both these products have experienced a range of sections within the product life cycle. For example, due to Nike’s football boots having to be constantly refreshed and renewed due to high competition, they have experienced, each sector, a number of times. In contrast, the Sony and their PS3 have also experienced similar experiences. For example, due to this specific console being one of the most successful and exclusive gaming consoles of all time, the overall competition has been reasonably low, and due to this, this certain product has seen the product life cycle at a very different perspective by experiencing each sector at a much slower rate. Product The diagram presented above dictates the process in which businesses go through, when marketing. Every business will follow this strategy when they advertise and market a product in order to gain the most sales, and to generate a substantial amount of profit. For example, the first stage of this Product Life Cycle is the Development. This stage entitles a business to conjure up a selected idea, in which they will later hope to produce as a product and then sell. The development stage is where the business will discover the blue prints of their product and how they will later market it. In other words, the development stage provides a foundation for the selected product as it will be built as a prototype to be later sold to the public in order to increase sales and profits. This certain stage is very secretive within any organisation. Other businesses do not want to let their competitors have knowledge of what they’re producing, in case they steal and release the idea before, a nd generate a mass of publicity, sales and profits. The next stage is referred to as the introduction stage; this is  where the business launches its completed product for the first time. This certain sector is vital as it will later determine how successful the product is, and whether it should be develop further. Within the Introduction stage, sales begin to grow slowly if the product begins to generate publicity, this is usually due to the lack of knowledge people have about your product, and it is also due to the lack of advertising. However, a business may not want to advertise straight away, as they may waste money on advertising a product that their piers may not essentially want or need. Therefore, business tend to use the certain advertising scheme, known as informative advertising, this includes small processes in which a business can build their products reputation or publicity. If this section of the product life cycle is successful, businesses can later develop on their products, thus enabling them to create further marketing schemes, beneficial to them, in regards to their sales, profits and annual turnover. The next stage within the Product life cycle is, Growth. This is where a business’s product begins to increase in sales, rapidly. This is due to increased demands, and the fact that all the business’s persuasive marketing schemes are working, thus increasing sales and profits. The growth sector within this product life cycle basically classifies how successful a business is, by being within the growth sector; this indicates that the business’s product is successful and popular. The fourth and pen ultimate stage is known as the Maturity stage. This is where a selected product, created by a business begins to sustain profits, and generate sales slowly. This stage takes place after the growth stage, due to many factors such as an increase in product competition due to the publicity of your product, as well as an increase in advertising due to businesses trying to sustain the success of their product. After this stage, comes the final stage, or otherwise known as the Decline. This stage entails a business’s product to begin to drop in sales, reduce in publicity and popularity, it begins to lose its appeal and competition becomes stiffer and bigger, therefore fewer units are sold. At this stage, advertising is either halted or completely stopped, and possibly the production of the item may decrease in activity in order to retain money and boost the production on other marketing schemes/ideas. Brand: Nike, Inc. Nike, Inc or Nike is a very popular and successful business that originated  in the early 70s. This business firstly began, known as Blue Ribbon Sports in 1964, however, 7 years later saw them changing their name into what we know them today as; Nike Inc. This organisation specialises in sports apparel and accessories. This sport based business sells items within sports such as Football, Rugby, Golf, Basketball, Cricket, tennis, athletics and pretty much every other sport. However, I feel they are extremely notorious for their very professional and popular football boots. For example, Nike have earned international success and have worked with the likes of Ronaldinho, Ronaldo, Cristiano Ronaldo, Didier Drogba, Neymar, Zlatan Ibrahimović, Mario Balotelli, Wesley Sneijder, Wayne Rooney and Landon Donovan in regards to promoting their Football related range of goods. However, in regards to my product, Nike has formed many advertising schemes with players such as Zlatan Ibrahimovià „‡ (left) and Cristiano Ronaldo (right). Product: Nike Mercurial Vapor This certain product is a very popular and renowned piece of sports apparel. This certain product is linked with football, as they are, a selected type of football boot. This variation of football boot comes in many shapes and sizes, this enables the product to appeal to all different, acquired tastes, and overall this will help the brand Nike Inc, reach out and attract customers. However, my reasoning for choosing this brand would be its placement within the product life cycle, due to increased and increasing competition, businesses such as Nike Inc have to constantly refresh and renew their produce, in order to maintain customers and as a business become more appealing and modern/stylish. Therefore, I believe these products fluctuate between growth and Maturity, for example, due to the competition, new boots are brought out every couple of months or year, this causes older boots, and their predecessors to be regarded as â€Å"old†, â€Å"boring† or â€Å"out of fashion†. Therefore, each boot only has a selected amount of time, until the next big style or football boot gets released. Like I mentioned before, I believe this product is mainly situated within the growth sector, as each boot only obtains a selected amount of time to succeed and become appealing, until the next brand gets released; therefore, it’s time to mature and become a cemented item is limited. Brand: Sony Corporation Sony Corporation, or Sony, is a very successful and popular Japanese multinational corporation that specialises in electronics, game systems and game entertainment. Sony is one of the leading providers of game entertainment in today’s society; they have produced some iconic titles/products like the PS1, the PS2, the PS3 and its most recent addition, the next generation of console, known as the PS4. These gaming, entertainment systems have altered and revolutionised the way we play virtual games, and they have truly made their mark on gadget history. Sony is a Japanese business that began in 1946, its name, at the time stood as Tokyo Tsushin Kogyo, however, since 1958, this iconic brand has been referred to as Sony. Product: Sony, Play station 3 The product I will be using during this task will be Sony’s, award winning creation/product, known as the PS3. I believe this product has been very, very successful, and I think I it will be an ideal product to evaluate and analyse. For example, seeing as this certain console is one of few gaming entertainment systems to be released in the modern era, the competition is reasonably low, therefore, its time during the product life cycle has sustained and gradually evolved into being a product within the Maturity sector. However, due to recent events, a new range of console appeared, formed by the same brand; Sony. This new range of gaming console is referred to as, the next generation of gaming entertainment, and this specific console is known as the Sony PS4. This PS4 was released into stores and gaming retailers on such dates as the 15th of November 2013 (for North American Citizens), the 29th of November 2013 (for European Citizens) and 22nd February 2014 (for Asian Citizens); and as of March 2nd 2014, this product has already sold as many units as 6 million worldwide. Because of this, the Sony PS3 will eventually fall into the declining sector within the product life cycle, due to decreasing demand, decreasing popularity and a decrease in advertising and production. This certain factor is one prominent reason why I have chosen this product to feature within my coursework. Promotion The promotional process within a business is where an organisation would advertise a selected product to either inform existing customers of new modifications to their products, or to advertise a new product they have just created and finished. The methods and messages business use when displaying their products are very important, as it can overall determine the outcome/success of the product. For example, businesses want to sustain and attract new and existing customers by using persuasive and informative promotional materials, and if their promotional schemes do not achieve this substantial amount of money can be lost, thus negatively affecting the business and potentially damaging the business. There are many forms and ways in which business can promote their products for example: Advertising – Through TV, radio, magazines, newspapers, internet Direct selling – directly approaching and â€Å"targeting† customers, e.g. public speakers, telesales, door salesmen Direct Marketing – Leaflets, mailshots, emails Point-of-sale – selling point stands, free samples, vouchers, offers Incentives – loyalty cards, bonus points or point systems i.e. these exist on many crisp and cereal selling brands Public Relations – Ensuring the organisations name is well known and grown or growing publicity. Catchy slogans, and brand names or e.g. sponsorships like Nike’s Cristiano Ronaldo sponsorship deals Sales Promotion – special offers, deals, sales to attract customers All these ways are commonly used by business in order to boost the publicity and overall speculation on their product, as every business needs to achieve a certain amount of customers, in order to generate profit. As well as these promotional ideas/methods, businesses also use certain features like AIDA. This stands for (A) Attraction, (I) Interest, (D) Desire, (A) Action. This diagram is used to represent a customer’s approach to reviewing a product. For example, when seeing a advert that appeals to them, these (potential) future customers will have a mental review of the product, and over a period of time, this AIDA process should unravel and take its formation. This is a process in which many businesses follow, in regards to promoting and releasing their product/ideas so they can identify what techniques to use, when advertising and promoting their products. For example, firstly comes the Attraction of the product, businesses want to represent their newly formed product as a new revolutionary item that will  benefit someone in every way, where it’s needed. Therefore, business will present their item as â€Å"cool†, â€Å"modern† and highly â€Å"anticipated† despite it’s not even released yet. This is in order to obtain the focus of customers and to gain their attention to their product. The success rate in which businesses do this will determine how many people will feel encouraged to buy your product, an increase of this will overall benefit the business and generate them with increase/grown profits. Secondly comes Interest, this is where business aim to achieve the focus and publicity of their product . Because of this, businesses want people/customers to gain an interest to their product, they want people to feel they need and have to purchase it. If a business successes within this stage, this could impact the business in a number of positive ways. For example, an increased amount of people interested within your product could mean, an increase in profits, and this will most certainly benefit a business. Businesses do this by containing people within their adverts or promotional materials looking happy with the product, or featuring famous figures in order to promote how stylish a product can be. Like I briefly mentioned, businesses want customers to feel the need to have their product, this stage is referred to as the Desire stage, this is where business feature many promotional materials in order to obtain the attention of customers and make them feel the need to want to buy and purchase their product. Again businesses can do this through featuring famous figures like Cristiano Ronaldo in order to promote their new product. By doing this, many fans of these famous figures may feel desired into purchasing the product as they deem it as stylish or maybe they just feel loyal to the role model/celebrity who promoted it. Finally features the stage/section known as Action. This the physical side to this AIDA cycle, for example Action is where the customer/reviewer will eventually purchase the good and use it/consume it for its purpose. Within this cycle, businesses don’t really have to do anything more at this stage, the customer has bought their product, all the business can do now is wait and assume the certain client has grown fond of their product, thus potentially forming them into an existing customer/loyal consumer. What are the promotional techniques used by your businesses? Within the two businesses I have chosen, there are multiple promotional techniques. Within the paragraphs displayed below, I will present this and eventually outline their strengths,  weaknesses, and comparison with compe titors and their differences. Nike Inc, Mercurial Vapor: For this selected product, I found many promotional schemes, however, I commonly found promotional processes within the advertising side of promotion, and these TV advertisements included famous footballers like Cristiano Ronaldo and Zlatan Ibrahimović in order to boost the attraction of their product as well as the desirability. For example, some screen shots/links of the adverts collected: Advertisements: Cristiano Ronaldo: https://www.youtube.com/watch?v=MWVYwppLPdE https://www.youtube.com/watch?v=_mdgTR5ZyDs Zlatan Ibrahimović: https://www.youtube.com/watch?v=pqVk1FHYeFY https://www.youtube.com/watch?v=7SBnk3lKzzg Strengths: Within this set of Nike commercials, I thought the real strengths and positive aspects had to be the way in which they want people to perceive their products. For example, within each advert/promotional technique, they indicate how their style of football boot could change the way in which you perform, and how it can alter your abilities. For example, within the Cristiano Ronaldo adverts, it depicts Ronaldo, running through a whole team, easily with such pace, the advert then finished with the simple statement of: Be fast. Be Mercurial. This would indicate to customers that their special brand of football boot could enhance their abilities and the way they perform on the football pitch. For many football fans, and aspiring football players, these factors may be very important and this may encourage them to buy the item as they desire the certain traits these products supposedly provide. This is also a good way of advertising, because when people purchase this variation of football bo ot, it’s another way of advertising, however it’s free. For example, potential customers may see other people wearing the advertised boots, and this may cause them to feel jealous due to them knowing what the boots supposedly provide trait wise, as well as the fact, their favourite footballer may be the cover of that  certain brand, therefore they could feel further experiences of jealousy. This factor is very important because, in modern day football, the competitiveness between aspiring players may be extremely high, therefore each player wants/needs a certain factor such as new boots that may pose them with an â€Å"advantage† over everybody else/their opponents. Overall this will encourage more people to purchase Nike’s product as the certain products may feel increasingly desired, thus potentially increasing their profits and reputation. I also feel strength of these advertisements is the involvement/featuring of worldwide known sports figures like Cristiano Ronaldo and Zlatan Ibrahimović. Many young people interested within sports and football idolize over certain role models like these players, therefore, when these people see the Nike adverts featuring them, they feel obliged to purchase the certain piece of sports apparel in a way of supporting their role model. Therefore, Nike can use this to their advantage by exploiting how these players â€Å"benefit† from their products, and how it will reflect on their customers. For example, many fans and expiring footballers may feel, that wearing the same football boot as Cristiano Ronaldo or Zlatan Ibrahimović will grant them with their abilities and skill. Because of this, Nike’s advertisements can easily attract more customers by featuring these great athletes, thus potentially boosting their profits due to increased attraction and desirability. Weaknesses: Within these adverts, I felt it was very hard to find a significant weakness; however, I came to the conclusion of their adverts potentially degrading people. For example, due to the adverts representing how football players could be boosted/enhanced by the certain football boot, certain people who may desire the item, however can’t afford it may feel, when they play football, they do not have enough skill or power when on the pitch in comparison to people wearing these advertised boots. Because of this, many people may feel degraded, and they may also feel potentially weaker as a footballer, and this could potentially have a negative effect on Nike due to some people possibly feeling depressed about their abilities when being reminded of their products and their brand faces like Ronaldo and Zlatan Ibrahimović. Therefore, Nike may suffer some reductions in customers,  therefore a decrease in overall profits. Comparisons with competitors: When comparing to competitors, I believe Nike is probably at the best stage, I believe Nike is at the top of their game. For example, I think the way in which these commercials are conducted, represent these products with style, professionalism, power, speed, agility, and skill, precision. Because of this, I believe Nike’s target audience has been expanded for example, due to the professionalism and smart appearance of these products and their commercials, elder customers may also be enticed to purchase the products, as well as young, aspiring players. I also feel Nike made the correct choice when choosing players like Cristiano Ronaldo when advertising their products. For example, over the past couple of years, Ronaldo has accomplished many individual and joint awards and has successfully earned his place as the one of the best, if not the Best player in the world. Because of this, more people may have been enticed to buy Nike’s products, thus potentially booting their profits and overall reputation. Sony, Play Station 3: Again, with this certain product, I found Sony Corporation used many promotional techniques in order to advertise their product, especially within television, posters and billboards. For example: Links: https://www.youtube.com/watch?v=YyTlxHwuPZY – Long Live Play Michael https://www.youtube.com/watch?v=gqkNPcUMffU – PS3 Baby Commercial Strengths: Within these Sony, PS3 commercials/promotional material, I found that theses commercials had many aspects about them that were positive. One of these was the engagement to the audience a special individuals that are avid console gamers. For example, within the Long Live Play commercial, a group of gaming characters formed in order to celebrate the background character known as Michael who controlled their stories, as he PLAYED their games. I believe this is a positive effect as certain people may recognise these gaming characters, therefore they already obtain some variation of emotional  attachment to them, because of this, more people may be attracted to Sony’s products. For example, by seeing characters from certain games they have played may trigger many good memories of these people playing these games when they were younger. Because of this, they may feel encouraged to buy the console in order to recap on old memories, because of this, and increased amount of people buying Sony’s products will mean, and increased amount of profits, thus benefitting Sony in a number of ways. Another strength could be the suspense during the commercial. For example, the Long Live Play commercial depicts a group of characters speaking and celebrating about this person called Michael, however, customers watching the commercial don’t’ actually get told who this Michael is and why he’s important until the very end. I believe this is a very good promotional technique as this may cause customers having to watch the entire commercial as they are curious to whom Michael is, and by that time, they are drawn in and notified of the brand â€Å"Sony – PS3†. This suspense could ideally cause more people to remember the commercial, and overall these factors could increase the amount of people wh o will buy Sony’s products, thus increasing their profits further. Weakness: In comparison to the Nike commercials, I felt there were more negatives within these certain promotional methods, especially within the first commercial I watch, the PS3 baby commercial. I feel there were certain negative, such as how vague the promotional method was, for example, I don’t feel and can’t seem to analyse any form of message or purpose into why Sony depicted a baby doll, glancing at their product and making a series of different noises. If anything I believed this certain commercial was quite weird, and if I were to watch this commercial, my initial reaction would probably deter me from buying this product,, as I found little about the product itself, and the way I think the commercial was conducted was very strange and dysfunctional. I believe this would overall be a negative effect in regards to Sony. For example, if people are deterred from buying you product, due to your commercial, this could result in reduced sales and ultimately a decrease in your a nnual turnover. I also find, within the Long Live Play commercial, if you were new to gaming and unaware of some of the figures within the production, the advert wouldn’t really appeal to you,  therefore the way Sony aimed to increased sales through this promotional method may not work as well as hoped. For example, how do you expect to connect with some of the characters when you’re un aware of their story/history? Ultimately this could affect the turnover and sales created through this product and it could mean less people may purchase Sony’s products, thus potentially affecting their profits. However, in relevance to my last point, it could also be perceived as a positive, for example, if some people are unaware of certain characters, this may leave them questioning their purpose, and why they’re there. Because of this, people unaware of this information may feel the need to purchase a games console and some related game titles in order to find understand why certain characters were within the commercial. Due to this, businesses like Sony who sell gaming systems may receive increased sales due to people new to games, and are searching for a correct platform to play on. Overall this would positively affect Sony as sales may increase, as well as profits, thus benefiting the company economically. In comparison to their competitors I feel Sony don’t feel the need to input as much effort into their advertisements. They seem to focus on sales promotions within shop windows like Game or Game Station. I also feel Sony withdraw from increased advertising as it costs money, and they seem to find leaving their customers without that many details, It might give them an increased chance in regards to buying the console as the negative effects of the product may be unknown until purchased, this is beneficial to Sony as again, more sales mare be generated, thus a potential increase in profits. Pricing Strategies Used Pricing strategies is another word for the structure, and how businesses decide to sell their goods, and depending on these products, the type of pricing may change. Nike, Mercurial Vapor: The first pricing strategy I think Nike use in regards to this specific product happens to be the strategy known as Promotional Pricing. This is where businesses provide offers, and sales on their certain products. And in Nike’s case I believe this is exactly what they do, for example, considering the competition for this variation of product is very high, businesses like Nike have to constantly circulate new products and new Mercurial Football  boots, otherwise, their competitors will receive the upper hand and potentially an increase in customers due to less competition and other competitors not releasing new, updated stock. So, businesses like Nike release new stock/products like Mercurial Football boots in order to maintain their customers interest, therefore a majority of their older stock falls into the category of sales, deals and special offers. For Example: For example, Nike cut down this special type of Mercurial Football boot down from  £55.00 to  £43.00, a  £12.00 price decrease. Nike also follows the pricing strategy of Price Skimming. For example, when Nike first releases a new rendition of the Nike Mercurial Football boot, the price is initially, extremely high. I believe they do this because they know people would pay so much, just to stay up to date and modern in regards to the latest range, I also believe they do this because they know they are going to later decrease the price, therefore they initially sell their products at an extremely high price, just to take advantage of the limited time it’s going to be that price for to ensure they may generate a major profit per unit, thus potentially increasing their sales and overall increasing their profits. For example: The screen shot displayed above represents how much Nike initially release their Mercurial Vapor range at, later this price will decrease as new boot ranges will circulate, and this certain style will eventually go decrease in fashion/popularity. Sony, Play Station 3: The Sony PS3 has been around for around for around 7 – 8 years now, therefore the pricing strategies Sony used may or may not have changed during the products long lasting existence. Over that period of time, the Sony PS3 has been altered, re-mastered and perfected, therefore the pricing has obviously had to be changed, and considering the release of the new PS4, the Sony PS3 price has probably fluctuated at an even greater scale. One of the price  strategies the Sony PS3 withheld was, Price Skimming. Sony needed and has used this strategy due to the products huge market life. In order to generate and receive the most sales/turnover, Sony needed to keep the price as high as they could until something like the PS4 appeared. For example, since its release, the Sony PS3 has maintained a price between  £400  £150, therefore within that 8 year product life bracket, Sony has only cut the pricing down from around  £250, and like I mentioned before, Sony did this in order to generate the highest amount of sales/turnover in order to sustain a substantial amount of profit. Sony have also used the pricing strategy known as promotional pricing, for example, since Sony and their consoles involve features such as buyable accessories and games, Sony seem to release the occasional deal which involves a mix of a variety of games, certain gaming related accessories and obviously, the console itself. These deals appeal to many people as they receive the highly anticipated console as well as many other beneficial features. However, businesses like Sony use these added features in order to boost people’s encouragements as they believe the deal is better than it actually is. This is beneficial to the business as it overall could result into increased sales/profits due to deal prices and bundles potentially being sold for more than the individual console. This then leads me on to my next and final pricing technique, for example, business use the pricing strategy known as Psychological pricing. This is where businesses sell products at a price to deceive customers and trick them into thinking it’s cheaper than what it really amounts to. For example, many businesses sell items ending in 00.99, this is due to it seeming like it’s much cheaper than the price following it, for example, people feel they’ve received a great deal off an item for  £19.99 instead of it being  £20.00, despite it’s one penny less, your eyes deceive you and it seems to look like a much smaller number/price. For example, in regards to Sony, their PS3 has been usually sold at a price ending within 00.99 in order to trick and deceive people, thus causing Sony, to generate an increased amount of money, thus boosting sales and potentially enlarging the business’s profit. For example: As you can see, this certain retailer has applied this strategy on order to generate a increase within each unit sold. This will overall benefit Sony as  more money will be generated within their company, causing them to receive a positive cash flow. Place Nike: Nike is business that specialises within sports apparel and sports related accessories, therefore you will find most Nike goods within common Sports retailers. For example, popular European stores like Sports Direct, JD sports and the Nike shop will supply these related goods as they are all featured within the same business sector – Sporting and Leisure activities. These products produced by Nike are supplied within these stores as Nike is a multinational brand, and it’s becoming increasingly popular, therefore, over the past couple of years, the demand for Nike produce, such as Mercurial Football boots has increased. Because of this, businesses like Sports Direct and JD sports want to sell their goods as Nike will cause them to generate increased profits due to increase popularity of Nike products and increasing demand for the certain stock, supplied by Nike. This is beneficial to both stores, for example, Nike will receive money through the selected stores Nike stock sales as a percentage of this money will be generated and transacted to them, as long as Nike provide these businesses with suitable and updated stock. The only negative I can picture could be the certain percentage of the money Nike might receive, for example, this percentage may be quite low, and therefore it might actually negatively affect Nike as they may spend more money manufacturing and transporting the goods than what they receive in return. Sony, Play station 3: Since Sony and their PS3 is categorized as a gaming entertainment system, the stores that usually sell this product are gaming retailers like, Game, HMV, Game station, and CEX, however, since PS3 became a worldwide product, they have gradually been sold within basic superstores like Tesco, Wall mart, Sainsbury’s, Morrison’s, ASDA and Waitrose. Again, due to the products speculation and overall success, these businesses decided to get in touch with Sony and sell their produce (PS3) as they were certain its success will provide them with increased sales, and overall profits. Many businesses like  Tesco also bought the stock in order for more people to enter their stores, fro example, by increased amounts of people entering a Tesco in search for a PS3, they may buy a certain drink or product provided by Tesco, and because of this Tesco and other superstores selling the PS3 may have also generated increased product/stock sales and well as potential increased profits. Much like the positive effect presented above this will also overall benefit Sony, as an increased amount of businesses wanting to sell their produce, will mean an increase in funding and overall boost in the finances within the organisation as more money will be externally inserted within the company. The only negative again could possibly be an insufficient amount of money to compensate for the immense amount of demands from businesses wanting to sell Sony’s products, however their funding/money should cover it, thus evading this problem and providing Sony with no real negative issue in regards to this problem. Evaluate the marketing techniques used by a selected business Nike: After evaluating and analysing Nike and their Mercurial Vapor football boots, I have resulted in a conclusion, and have formatted my final opinion, on their way of marketing. I personally believe Nike used very smart and successful marketing strategies, as the popularity of their business represents how they have globally attracted people to their brands, and sports apparel. For example, in regards to their Product, I believe the way they’ve dealt with the growing/fast competition really functions well within their business. For example, Nike has adapted and became accustom to bringing out and releasing new products, like football boots every couple of months/year in order to sustain the interest of their customers and target audience. For example, they need to sustain each of their products like the Mercurial Football boots within the growing sector in regards to the product life cycle, until the next brand or style of boot gets released. Without these certain functions, and Nike standardized approach, I doubt the business would be as successful as it has been over the past few years, this certain function has certainly helped Nike achieve success, sales and profits; and these are all very beneficial features within an organisation. Due to these factors, I also believe Nike has breached its customers’ expectations; they have released consistent and fashionable products, much  like the rapid production and competition of football boots, and they are definitely one of the best within their selected sector of Sports and Leisure apparel/equipment. This is why I believe Nike could be regarded as one of the best, if not the best football boot producers/retailers within the world, and I believe they are definitely one of the feared businesses, in regards to their competitors like Adidas, Puma, Umbro, Sondico and Warrior. Secondly, I believe Nike’s Promotional sector is also very effective, for example, as I mentioned previously, I believe the way Nike advertise and present their products is very professional, stylish and smart in regards to their appearance. And because if this, I believe Nike’s target audience is expanded, for example, by appealing to an increased amount of people, Nike’s football boot sales may increase, therefore Nike may even result in an increase within profits; thus benefiting the business further. I also believe Nike conducted their sponsors very professionally and successfully as well. For example, Nike and their range of football boots obtain sponsorship deals with players like Zlatan Ibrahimović and the two time Ballon d’Or winner; Cristiano Ronaldo. I believe these deals have secured Nike’s success, for example, due to players like Ronaldo promoting their produce, an increase amount of people have been encouraged to buy their products , like the Mercurial football boots; thus boosting their sales, revenue and overall, profits. Again, in comparison to their competitors, I believe Nike are the best in their business sector. For example, the way they’ve conducted each commercial, poster or other promotional source, they do it with certain features that I feel provides them with an edge in regards to attracting and generated desiring customers.  Within Nike, I feel their pricing strategies were extremely good / beneficial to the organisation, and I believe, there isn’t any other form of strategy that I would follow, in terms of generating sales, and ultimately profits. For example, I believe the strategies they used were very good, in regards to their products, and how it will function with their target audience/customers. For example, one of the pricing strategies they used was, promotional pricing, this is where business sell their goods by offering certain deals and sales and cutting down the price in order to attract and generate an increased amount of customers. I believe it was  convenient for a business like Nike to use this certain strategy, as the football boot market is very competitive, and new boots will have to be released every couple of months/ year. Because of this, it’s only right if they cut down the price on their other goods by introducing sales, offers and other forms of promotional pricing, in order to attract more customers, and potentially increase sales/profits. Another form of Promotional pricing that Nike conduct is the strategy known as Price skimming. This is where businesses initially release their item at a very high price; however, as it progresses through the product life cycle, this price tends to decrease in order to benefit the business and customers by producing potentially more sales, thus more profits, as well as a cheaper price, therefore increasingly affordable. Again in Nike’s case, this is mainly due to the strong, competitive market. For example, new products like Mercurial football boot s will have to be released, therefore the stock referred to as the old stock will slowly come down in price as new products and goods get released. This will benefit Nike as the cheaper prices could attract more customers, because of this, Nike could face an overall sales increase, and this sales increase could eventually lead to the increase in Nike’s profits. Nike could improve the sales of this by promoting these reductions in such things as Television Adverts or posters, combined with popular retail stores such as Sports Direct. By promoting these reduced offers, more people within their target audience may feel interested to purchase their products, due to this Nike’s sales and overall profit may lead to an increase. Within these advertisements further deals with popular sports personalities such as Cristiano Ronaldo could take place; further promoting these reduced products, ultimately leading to more people having a desire or wanting for these items, resulting in an increase in Nike’s sales and profits. I believe the way Nike sells their produce, like their Mercurial Vapors is very convenient and bene ficial to the organisation. Therefore I believe these certain pricing strategies are very effective and this specific range of marketing techniques are very successful in terms of generating the business with increased sales and overall increased profits. Nike has overcome their competitors by formulating certain schemes to override their opponents and receive increased customers, sales and profits. Like I mentioned previously, to strengthen this, Nike could promote their discounted and reduced prices  even more. For example, since a new style or variation of their products such as Football boots are renewed monthly in order to maintain a controlling position within the Market, a vast amount of their old products are slightly forgotten about in regards to customers and their target audience. Therefore I think it would be highly beneficial to Nike if they compensated more for the promotion of their older products with reduced prices as it could overall increase the sales of their business, and ultimately lead to increase publicity. More people would be interested to purchase these promoted items with reduced prices, creating a larger attraction to the Company (Nike) and its products, either new or old. Further promotional materials with sports personalities would also help solidify their position, as certain sporting figures may attract a larger audience to their business, increasing the publicity and knowledge of their products; this would be highly beneficial to Nike as it may result in increased sales, ultimately leading to an increase within profits, further benefiting the organisation. However, if I had to make one improvement I would say the pace at which the company skims the prices off its products. For example, many times I have been looking at popular football boots and noticed how the prices are extraordinarily high. For example, popular football boots promoted by famous athletes sometimes cost over  £200. For children, and sometimes adults, this type of money to compensate is nearly impossible, or considered a â€Å"waste†. This high price may result in push factors for people in search for the adequate balance I regards to sporting goods such as football boots, people will look for price, fitting and appearance; and if the price is high, it may deter people from purchasing it, ultimately reducing Nike’s sales, potentially leading to a decrease in profits. By increasing the rate at which these products are reduced, and shortening the period they are sold at a very high price for, more people may be attracted to buying and using the product, thus promoting the business’s content furthermore, and ultimately leading to an increase in profits due to increased customers and sales. Lastly, within the marketing sector, comes the section known as Place. This basically refers to where the products are actually sold. For example, for Nike this is the common sports retailers like Sports Direct, JD sports and  more. This encourages greater sales as the product is widely available. For example, it would be common to provide businesses who have generated success, prior to you letting them sell your specific items. Therefore, it was only beneficial for businesses like Nike to sell their good to businesses like Sports Direct who are very successful and have generated an array of customers in search for products like Nike’s Mercurial football boots. This will benefit them as the business’s success could potentially mean, more people might purchase Nike’s products, like their Mercurial Vapors, therefore Nike would benefit as they could potentially result in an increase within profits, and sales. Another way Nike may be able to improve the promotion and success of their sporting related goods could be the increase in personal customization, for example, many people buy and purchase products such as football boots to stand out within their selected sport, by allowing your customers to personalize a product, catered to their wants and desires will enable an increased level of individuality. For example, this customisation technique may allow people to feature their own personal initials and colour combinations on their selected Nike products. Also, this certain function should not only be introduced via the internet, but also via located outlets. This would enable people and customers to receive a visual on how their selected product would appear. Certain physical features such as a wider Nike product customisation would potentially lead an increased amount of customers, for example, like I mentioned previously, within their selected sports, people want to stand out, in order t o attract attention or an increased chance of remembrance. Therefore, by allowing people to customize their personal products whether it is tops, shoes, boots, shorts or even tennis rackets, a wider audience may be attracted. Ultimately this may increase Nike’s sales, leading to an increase in their overall profits. The only recommendation for Nike, in my opinion would be if they were to provide more promotional pricing methods in order to prevent certain items falling into a decline, for example, due to the high competition within the market in regards to football boots, they have to release new boots, every couple of months, therefore the â€Å"older† boots decline in price and popularity quickly. In order to prevent this, I think Nike should increase the amounts of offers within their football boot range; this will potentially increase sales and even boost profits as an  increased amount of people would be encouraged to purchase Nike’s products due to the falling/cheaper prices. Again this will benefit the business as more money could be generated, and this could possibly mean Nike may sell more, thus increasing their overall sales.

Hotel PESTEL and SWOT Analysis

Hotel PESTEL and SWOT Analysis Hotel X operates in a fragmented industry largely controlled by the guests and their preferential needs. The strategic audit involved analyzing; the macro-environment by the PESTEL model, the competitive industry environment by the Porters Five Forces model, the key stakeholders expectations and the internal strengths and weaknesses. This SWOT analysis concludes the strengths (products, brand, people, VmV and accreditation/certification), the weaknesses (location, classic rooms, car parking, performance management and technology), the opportunities (BRIC, Rugby World Cup 2011, market demographics, corporate responsibility pressure, and the 90 day trial period law) and the threats (new National, Conference Centre, long-term contracts with buyers/suppliers, economy, and technology). Hotel X should plan its strategy around differentiation by providing the highest quality products and services unique from the rest of the industry. Improving the hotels weaknesses is a realistic way to improve the growth and profitability for the organization. Recommendations are provided for the improvement of Hotel Xs weaknesses. Contents Introduction If you dont know where your business is going, any road will get you there. (TÃÅ"VRheinland Group). Business strategy is a driving force in the success of organizations; as long as the strategy for the organization is analyzed in terms of the environments. This paper is a strategic analysis of the environments for Hotel X  [1]  . Company Background Hotel X is a leading hotel in Auckland. The services and products provided include accommodation, food and beverage, event venues, spa and health club facilities. Their aim is to grow market share and profitability by maintaining 5 star level services  [2]  . This is supported by Hotel Xs vision statement: Know Our Guests, Build Great Memories. Industry Description: Definition and Drivers Hotel X is positioned in the high-end  [3]  hotel  [4]  industry within Auckland City  [5]  . The hotel industry is a sub-section of the Travel and Tourism industryone of the most rapidly expanding fields (Go Pine, 1995, p. 26). It is a fragmented industry as hotels are driven by the services they provide and the consumers they can attract. Factors that influence this consumer selection are; the location of the hotel, the facilities available, the price per night and the size of the facility. High-end hotels in Auckland compete for independent and corporate travelers, both domestic and international. Macro-Environment Analysis The PESTEL model was used for analysing opportunities and threats to Hotel X and the summary of the major factors can be found in Appendix 2. (P)olitical Factors New Zealand general elections may bring changes to government and influencing legislation. Trade agreements have a positive correlation with tourism. Securing trade agreements with BRIC would create significant growth in business. (E)conomic Factors With overseas economies in recession, the declining New Zealand dollar  [6]  , the increase in fuel costs and the GST increase, it is more expensive for people visiting New Zealand. There is a decrease in the reliance on overseas visitors and income. There will be short-term growth with the Rugby World Cup 2011.While this would only be a small injection over the months of September/October, there is potential for resulting growth in returning guests. (S)ocial Factors Consumer opinions on products and services can quickly build or diminish a brand and company image. The increasing use of social media to gain access to this information can be dangerous to growth for companies who do not monitor and maintain brand standards. The impact of economic factors is seen in the demographics of the Auckland market. The strong short-haul markets can be a benefit as they buffer the industry during periods of significant reduction in long-haul markets (New Zealand Hotel Council). (T)echnological Factors Innovation potential is held back by having to balance the needs of the guests verses what they are prepared to pay for. Technology does not replace personal touches, but allows for storage of information on the preferences of guests. Auckland hotels need to upgrade their services when compared to international standards in order to maintain consumer expectations (Hotel Technology Resource, 2011). (E)nvironmental Factors There is increasing pressure to be environmentally responsible. The pressure has created organizations such as EarthCheck who provide certifications to organizations meeting particular requirements  [7]  and Qualmark with their Enviro Assured Grading System  [8]  . Increasingly some consumers will only engage with companies which hold particular certifications. (L)egal Factors Current union negotiations will determine the requirements of the hotels towards their employees, the impact of this will be determined after the negotiations. The 90 day trial period in employment law allows companies to employ people best suited for positions. The best employees in the best positions increases efficiency, productivity, satisfaction and general wellbeing thus reducing costs to the company. Competitive Industry Analysis The Porters model  [9]  was used for analysing the industry competition for Hotel X and the summary of the major factors can be found in Appendix 9. Threat of New Entrants Hotel X has one of the largest function rooms in Auckland with capacity of 1500. This attracts some of New Zealands significant functions such as the upcoming Rugby World Cup Prize giving. The proposed National Convention Centre will threaten Hotel Xs long-term market share of functions. Bargaining Power of Suppliers Employees provide most of the service for guests. Hotel suppliers do not hold much power, there are often a large number of suppliers available. Many high-end hotels have contracts with taxi companies. The cost of switching these contracts is high. Bargaining Power of Buyers Hotels provide the same item to the same market so need a strong brand to differentiate from competition. There are limited times that customers basic needs cannot be met  [10]  . There are large numbers of corporate travelers who stay in a hotel that they have long-term contracts with. Hotel X may struggle to renew its contract with Telecom due to Telecoms move to the lower CBD. Power of Substitutes The threat of substitutes depends on the demands of the customer. As most guests wanting to stay in high-end hotels are expecting quality over cost, it could be expected that substitutes to this industry do not pose a large threat. Intensity of Industry Rivalry The strong industry growth in the tourism sector (Go Pine, 1995) should mean that there is a low rivalry amongst hotels as there are an increasing number of guests. However, the products that hotels provide are identical on a basic level (the quality may vary) and this low differentiation and ease switching leads to a strong competition. Stakeholder Analysis The expectations of the individuals and groups that influence the business strategy for Hotel X are summarized in Appendix 11. The strategy for Hotel X was developed by the director and is entwined with his personal values; his dedication to the organization ensures he retains control over strategy and growth. The guests and clients of Hotel X may see the hotel as important to them during their short term relationship however only the business clients and guests who are engaging with the organization on a regular basis hold any importance for quality service on a long-term basis. Attitudes of the employees are orientated around providing quality service but the importance of the hotel to them is more for the opportunity of employment it provides. Hotel X understands the importance of the media in providing marketing opportunities however the media do not have the same inverse need. Hotel X is also not of large importance for the local government as, while the hotel provides local taxes and jobs, it does not have any impact on the growth of local government revenue. The attitudes of this stakeholder are consistent with the hotel on factors like environmental responsibility however not consistent with profit factors. Organizational Capabilities (S)trengths Hotel Xs products hold value between price paid and quality received. The products; 411 rooms, four food and beverage outlets, spa and facilities, twelve function venues, all set 5 star standards and are upgraded as ideas develop. There is strong marketing of the Hotel X brand in the industry as luxury and elegance. The concept is carried through media, including social media which is heavily monitored to increase positive brand awareness. The multiple ethnicities of the 400 employees mean guest communication has become less problematic. Hotel X has used the Vision, mission and Values (VmV) to create a positive employee culture. Hotel X holds multiple accreditations including; Best Hotel from New Zealand Scenic Tours, Studiosus Award, and World Travel Awards, the Innovation/Sustainability Award from NZ Hotel Conference, EarthCheck Silver Status  [11]  , and Qualmark Gold Status  [12]  . (W)eaknesses Hotel X in the upper CBD is a distance from city activities. While the hotel provides a shuttle around town, there is not the flexibility (or views) as a prime city location. The classic rooms have yet to be updated These rooms are of the same size as executive rooms but the dà ©cor is dated and not up to the same 5 star standard as the other products provided. The hotel does not provide car parks for employees or guests except for valet parking. The city location makes it is expensive to park in nearby buildings. Public transport is limited. The processes in place for performance management are limited. Short term management is strong with recognition programs but the link is missing to annual reviews/promotions, future goals are not quantified. Hotel X limits its market by not yet having wireless internet available throughout the hotel. Technology is an area that would improve guest satisfaction and productivity. Conclusion The summary of the SWOT analysis can be referred to in Appendix 12. Hotel X, seeks high levels of growth and profitability. While the product, brand and people are strengths, there is an issue keeping services consistent without good performance management. Organizations now have the advantage of a 90 day trial period to maximize the job-person fit in the organization which should correlate to lower costs and higher profitability. The location of Hotel X will place a limitation on the growth of the organization. The current products that the hotel provides are strengths. The 5 star quality of these products and services create value for guests. There are some weaknesses however with the dà ©cor of the Classic rooms, lack of car parking and limited use of technology. The hotel needs to remain on top of new innovations to ensure the products and services are continuously upgraded. Hotel X has the opportunity of the growing BRIC market and the upcoming Rugby World Cup. It plans to service these growth opportunities while still maintaining a hold in the domestic markets as a buffer to the threat of the economy restricting international tourism. The generic strategy that Hotel X should follow is differentiation. Already Hotel X has started to differentiate their product from the industry as supported by the strength of its accreditations and certifications. It is possible for Hotel X to differentiate not only through the strength of its products but also its people and the Vision, Mission and Values. The strong brand and opportunity for recognition of corporate responsibility will allow Hotel X to develop a dominant position. The threat to this is the competitiveness of the industry difficulties with long-term contracts and the threat of a National Conference Centre. Recommendations These recommendations will focus on improving the weaknesses of Hotel X, Performance management schemes for employees should be introduced to maintain 5 star standards, as services the hotel provides involve guest/employee interaction. Goals set to manage performance must be decided on jointly between organization and employee in order to empower colleagues. Special salary and wage reviews should be initiated as well as an incentive scheme based around achieving key performance indicators. The classic room product needs to be redecorated to maintain product consistency to satisfy customer requirements. Technology in particular, a hotel wide Wi-Fi system needs to be developed, to keep up with 5 star international standards. Car parking needs to be addressed by negotiating with Wilson Parking to either take back the management of the car park or rent additional car parks. The extra car parks would have to satisfy the guest needs first. Location is one weakness that cannot be changed so the best recommendation for this is to increase the areas the shuttle bus drives to and renegotiating the taxi contract so that fares are cheaper for guests going between the upper and lower CBD.