Knowledge, Skills and Abilities Essay Example | Topics and Well Written Essays - 750 words

Knowledge, Skills and Abilities - Essay Example As the paper outlines, the knowledge statement makes adequate performance on the job possible while the skill statements refer to the proficient manual, verbal or mental manipulation of data or things. On the other hand, the ability statements refer to the power to perform an observable activity at the present time. Integrating these statements can serve as a basis for distinguishing the 'qualified candidates' from the 'unqualified candidates' for a position.  The development and selection of job performance tools depend upon the type of job. Not all kinds of performance instruments can be attributed to a person and therefore different tools such as Monitoring, Testing, Observations etc are employed. Because competence is multi-dimensional and individual assessment approaches have limitations, it is unlikely that a single approach to assessment will be adequate.  The primary question with any personnel instrument is of overall effectiveness. This is considered an extremely import ant factor in selecting a job performance instrument. This includes the feasibility and cost-benefit analysis of developing a specific type of instrument. It caters to factors like time and training required to implement the assessment, equipment or technology required, number of assessments required per examinee, financial cost, and the extent to which an assessment has been used. If an instrument that is not practical to be tested upon the candidates, then it is useless and therefore it must be rejected. Similarly, if the time and cost incurred to train and test the candidate are more than the value that can be derived from assessing the instrument then again the instrument it useless. Also, the assessment should provide new and useful information that facilitates teaching and learning. For instance, the assessment should allow the collection of enough detailed information that it is possible to know what performance improvements or curricular modifications are needed. If this is not provided by the performance instrument then again the instrument must be rejected.  Another factor that is equally important to effectiveness is the validity of the data. Valid data provide accurate information about what is being assessed. Different types of evidence may be used to infer validity. It may be inferred when assessment results help to predict performance in actual practice. Validity may be inferred also when it is possible to detect the responsiveness. Data that is invalid is of no use to the company and hence an instrument that extracts invalid data must not be considered for measuring job performance.  Apart from the factors mentioned above, job performance instruments must be broad so that they cater to various aspects of an employee. This helps in diminishing any bias that may arise in the instruments.  

Human resources contributes at SYSCO Case Study Example | Topics and Well Written Essays - 250 words

Human resources contributes at SYSCO - Case Study Example For a company to run its operations in a given setting it requires to comply with some rules and procedures set by the existing government authority. These regulations require professional persons to administer it. For SYSCO to receive the Optimas award for general HR excellence from workforce magazine shows that the company have complied with most of the existing regulations and that it is being administered well. Reducing workers compensation calls for strong health and safety regulations and adherence to the same. SYSCO HR team must have dealt seriously with previous injuries and accidents that had occurred in the company. They must have identified the root causes of the injuries and accidents to forge ahead in reducing the same. In addition, HR efforts have seen a reduction in employee’s turnover especially to the team that works at night. Employees and operating managers input in the survey data has helped in making decisions that retain employees. For instance, employees who work at night can receive extra pay for working at night, receive special treatments like supper, or change shifts every week with those who work during the day. Customer satisfaction is another area that SYSCO HR has worked hard to see grow. They have done this through selecting employees with customer oriented skills and trained them on how to value customers as the biggest assets of the company. Getting fee dback form customers might be another means SYSCO HR have used to capture advanced customer needs in their

Research has been done to determine Essay Example for Free

Research has been done to determine Essay A lot of research has been done to determine whether short-term memory works better in the morning or afternoon. In a study, 16-18-year-olds (sixth form students of Battersea park school) were administered to take part in a word test to assess their short-term memory. Results of this were analyzed. Null Hypothesis: learning in the morning is more effective Alternative hypothesis: learning in the afternoon is more effective. Introduction To learn new things, to store experiences and to adapt to new circumstances these characteristics of the brain enable us the daily survival . This special flexibility of the brain is reached through constant making and breaking contact between nerve cells. Whenever we learn something, the connections between nerve cells, (synapses) change. At this point, the Axon of a nerve cell and the Dendrite of the neighbouring cell meet. The centre for brain research of the medical University of Vienna is currently involved in two researches that contribute to the clarification of the processes in memory. They had tested the article (of researchers at the Harvard Medical School), which is called a key experiment. It was found that a Micro RNA and the accompanying messenger RNA exist at the contact point of synapses. What are Micro- and messenger RNA? It is a different form of the Ribonucleic acid. As a messenger RNA (mRNA), one is already more familiar with for a long time: It functions as a messenger, transports a message of the DNA often, but not always from a gene out of the cell nucleus into the cytoplasm. There the message is translated often, but not always into a protein. One knows micro RNAs for the least in time: They consist only of 21 bases respectively, and they are not translated into proteins. They rather check an mRNA in that they cause or prevent that the mRNA is translated into a protein. So they are regulators. For example just at a synapse, as long as there a micro RNA on a certain mRNA, it is not translated into a protein. If the micro RNA falls away, the protein emerges and the synapse changes its form and also the signal forwarding. In other words we can say that the nerve cell learned something. In the journal of Cell Biology (172, p. 221) Kiebler describes a second factor that is necessary, with a synapse function: Staufen 2: That is a protein that is responsible for the carrying of mRNA along the cell skeleton to the synapse. It brings RNAs to where they are needed. Neurons which are missing the protein Staufen2 have less synapses, and the signal transmission between them is disturbed. An important notice on that, is that Staufen 2 for the education of functioning Synapses is crucial, says Kiebler ( researcher). If what we have learned is forgotten, long-term connections become out of contact of the connection points. German Neurobiologist worked on the correlation between the outgrowing of the connections of cells, the so-called thorns and the building of functioning synapses. In order to be able to follow the outgrowing of thorns, the cells in the near surrounding area of the stimuli were observed using a high resolution two-Photon-microscope. An electron microscope was used in order to review whether the variations in the nerve cells actually led to the origin of new synapses. Within few minutes after the current impulse, the encouraged nerve cells opened the gate to a new discovery. These thin thorns do not grow spontaneously (as they thought), but rather grow towards possible contact partners. Within the first eight hours no piece of information can be exchanged between the newly emerged cell contacts. Not until the following hours it is decides whether a connection remains exist or disappears. For sure, those contacts, that are still available after 24 hours, have fully functioning synapses which can transfer information and have a good chance to exist after several days. Then the reconstruction in the brain is locked evidently. Which parts of the brain remember which type of memory?

Is Clausewitz Relevant To Modern Warfare Politics Essay

Is Clausewitz Relevant To Modern Warfare Politics Essay The students of international relations and strategic studies seek from Clausewitz not a theory of politics but an analysis of war. For some 150 years those who have sought to understand war have turned to Clausewitz- to explain the logic behind wars or to condemn its applicability to modern warfare. Carl Von Clausewitzs concern with war was both practical and theoretical. A life-long soldier, he first put on Prussian uniform in 1792 at the age of twelve and saw action against France in the following year. Consequently, he took part in the campaigns against Napoleon, rose to the rank of Major General and was still soldiering when he died in 1831. Though ambitious in his military career and dissatisfied with his achievement, Clausewitzs passionate interest in war also took an intellectual form. From his early twenties he studied and wrote about war, leaving for publication after his death seven volumes of military history and the eight books which constitute On War  [1]  . Clausewitzs masterpiece of warfare, On War, has been much scrutinized  [2]  . Many critics have pointed to Clausewitzs preoccupation with armies and the control of territory- albeit the principal instruments and stakes of warfare in continental Europe in his time- and to his neglect of sea-power and the related questions of colonies, trade and empire  [3]  . Some have criticized Clausewitzs lack of concern for logistics, his focus on combat at the expense of preparations for war  [4]  . Others have pointed out that perhaps unavoidably, he has little to say about the impact of technology on war, thereby raising the question of whether his analysis remains relevant to modern warfare  [5]  . Criticisms has also been directed at the unclear, even inconsistent ideas that run through On War, a defect which Clausewitz acknowledged in a note written in 1827 dealing with his plans for revision of the work. More fundamentally, Clausewitzian scholars have examined the strengths and weakness of his epistemology: his concept of absolute war, his approach to historical relativism, his ideas on the relationship between theory and praxis and his attempt to develop critical analysis for the application of theoretical truths to actual events  [6]  . However, most proponents of Clausewitz are agreed that one of his greatest contributions, if not the greatest, lies in the attention paid to the idea that war must be understood in its political context. This idea was not new, in simplistic form it was something of a commonplace by the end of the eighteenth century, but Clausewitz developed and expanded it. He was, Paret argues, the first theorist of war to make politics an essential part of his analysis  [7]  . For Clausewitz war is only a branch of political activity, an activity which is in no sense autonomous  [8]  . War could be understood only in its political context and it is therefore in politics that the origins of war are to be found. Politics in Clausewitzs words is the womb in which war develops, where its outlines already exist in their hidden rudimentary form, like the characteristics of living creatures in their embryos  [9]  . After Clausewitz it would be always difficult to think of war as something apart from politics. This is not the place to pursue Clausewitzs analysis of war. In fact, this essay intends to critically analyze Clausewitzs relevance for understanding contemporary patterns and dynamics of warfare. By the end of the Cold War, onwards, the literature focusing on strategic studies has highlighted transformational changes within international system, therefore altering the very nature of war. As a result many security studies scholars have repudiated traditional theories of strategic thought. Calusewitzian theory, in particular has taken a lot of criticism, regarding its relevance to modern warfare. As Paul Hirst notes, we are living in a period when the prevailing political and economic structures are widely perceived not merely to be changing but subject to radical transformation  [10]  . In this new era it is broadly accepted that the political and economic forces reshaping international relations are causing equally profound changes in the nature and conduct of war. Moreover, since the end of the Cold War, speculation about a future not set neatly by parameters of the East/West stand-off has resulted in varied interpretations of both present and future. Would it be radically different world to that which passed? What would replace the Cold War rivalry? What would define international relations (IR) as it entered a new millennium? Of course, in the immediate aftermath of the Wests Cold War victory, Francis Fukuyama, with his famous book, The end of History, heralded the triumph of capitalism over communism as confirmation that the world has entered an age free from antagonisms of ideology and that now the Western Liberalism held the trump card as the global cure to war, inequality and domestic insecurity  [11]  . The western freedom and democratic values underpin the notion that globalization of world politics driven by economic and liberal principles, has become one of the main features of contemporary international politics. It is widely accepted that these changes are also affecting the nature of war. The argument that the state, hitherto, the central actor in international system- is in terminal decline, has stimulated claims that war in 21st century is undergoing profound change. It has even been argued that globalization forces, hereby economic interdependence and a rising intolerance to the horrors of conflict- resulting from a Revolution in Attitudes towards the Military (RAM)  [12]  , has produced an era in which war between the major states is obsolete  [13]  . With the split of Soviet Russia and the victory of the West, in the early 1990s, political commentators such as Michael Mandelbaum were claiming that the trend towards obsolescence had accelerated  [14]  . He even recommended that the rising cost of war and the diminishing expectations of victorys benefits, have transformed its status  [15]  . In short, major war was thought to be a thing of the past. Furthermore, when war takes place it has been argued that it will differ fundamentally from the rest of strategic history; it is even claimed that the nature of war itself is changing. For supporters of this view, war has ceased to be a political and rational undertaking. Consequently, the claim is made that new ways of comprehending wars modern dynamics are required to cope with political, cultural and technological transformation  [16]  . Relevant to that, is the idea of new war, which has done most to undermine traditional ideas about the nature of war. Attacking the traditional position propounded by Clausewitz, that war is the continuation of policy, the new war idea focuses on changes in the international system enthused by globalization-mainly the ostensible decline of the state. As new war proponents believe Clausewitzian theory is conterminous with the state, they repudiate his work as a result. However, the debate between these competing ideas has been ongoing since early 1990s without definitive answer as to which offers the greatest success of understanding patterns and dynamics of modern warfare. This research essay will reevaluate the relevance of Clausewitzs war methods and assess its viability in contemporary warfare. While the new war argument is diverse, its primary claim is that modern conflict differs from its historical antecedents in three major ways: a) structure; b) methods; and c) motives, each element interpenetrate the other  [17]  . Moreover, though what is now termed the new war thesis is in fact a collection of different ideas about war in the modern world, the notion of a new, emergent type of warfare has been primarily attributed to scholars and practitioners such as William S. Lind, Martin van Creveld and Mary Kaldor, among others  [18]  . Like fellow advocates, Lind argues that the wars in the future will be different from the past because, according to him, globalization process has declined the role of the state as the main actor. His argument focuses on his concept of fourth-generation warfare (4GW), which Lind claims is part of an historical development that has already produced first, second, and third generation war. Although attention is now focused on 4GW, it is only a step towards the fifth, sixth and seventh generations of warfare at some point in the future. This irregular mode of conflict is believed to be a return to the way war worked before the state monopolized violence  [19]  . Linds 4GW analysis starts from the Peace of Westphalia (1648), when the state monopolized mass violence. The First Generation of War (1648-1860) was one of line and column- battle was perceived to be orderly and there was an increasingly clear distinction between combatant and civilian  [20]  . The Second Generation of War addressed mass firepower first encountered in the Great War (1914-1918) by maintaining order despite the increased indirect destructiveness of artillery fire. Mass firepower inflicted huge damage on the enemy, followed by the advance of infantry  [21]  . Third Generation War was developed from 1916-18. Exemplified by the Blitzkrieg of the German Army in the opening campaigns of World War 2, third generation war is based on speed rather than attrition and firepower. The primary emphasis is to attack the enemys rear areas and collapse him from the rear forward. For advocates of this idea, despite the high tempo, technologically dominated effects based warfare practiced by the richest modern armies, contemporary state/military structures encapsulate and practice third generation war. For many, this is precisely why victory in modern war appears so elusive. Colonel Thomas X. Hammes of the US Marine Corps explains: Fourth generation warfare (4GW) uses all available networks- political, economic, social and military- to convince the enemys political decision makers that their strategic goals are either unachievable or too costly for the perceived benefit. It is an evolved form of insurgency. Still rooted in the fundamental precept that superior political will, when properly employed, can defeat greater economic and military power, 4GW makes use of societys networks to carry on its fightà ¢Ã¢â€š ¬Ã‚ ¦ Fourth generation wars are lengthy-measured in decades rather than months or years  [22]   A new type of emergent warfare is also envisaged by Martin van Creveld, who claims that the state power is declining and as a result the traditional structures of International Relations are eroding. Van Creveld predicts that a breakdown of political legitimacy will transform war from a rational pursuit of states into irrational, unstructured activity-fought not by armies but by groups with varying motivations. In addition to that, he argues that war will lose its political purpose. Instead it will be driven by a mixture of religious fanaticism, culture, ethnicity, or technology  [23]  . By claiming that the war has lost its political purpose, Van Creveld, offers a challenge to Clausewitzian model of warfare. Clausewitz argues that despite wars violent predicaments, it is bound by political objectives and that war should be fought for rational pursuit of political goals. As he mentions clearly: the political object is the goal, war is the means of reaching it and mans can never b e considered in isolation from their purpose  [24]  . The idea that political objectivity encapsulates all aspects of warfare is thought to have been accumulated and presented in Clausewitzs Remarkable Trinity. The concept of Clausewitzian Trinity continues to incite controversy. Indeed, the idea that the nature of military conflict has changed originated directly from the debate about the contemporary relevance of the Trinity in understanding the patterns and dynamics of modern warfare. Clausewitz wrote that: War is more than a true chameleon that slightly adapts its characteristics to a given case. As a total phenomenon its dominant tendencies always make war a paradoxical trinity- composed of primordial violence, hatred and enmity which are to be regarded as a blind natural force; of the play of chance and probability within which the creative spirit is free to roam; and of its element of subordination, as an instrument of policy, which makes it subject to reason alone  [25]  . He continues: The first of these three aspects mainly concerns the people; the second the commander and his army; the third the government. The passions that are to be kindled in a war must already be inherent in the people; the scope which play of courage and talent will enjoy in the realm of probability and chance depends on the particular character of the army; but the political aims are the business of government alone  [26]  . By associating the Trinity to sections of society, many scholars have assumed that the concept is fundamentally linked to the state. Crevelds argument that a new type of war is emerging rests with the fact that there has been a decline in the number of inter-state conflicts and that there has been a subsequent rise in the number of wars within states. For Creveld, the proliferation of Low Intensity Conflict (LIC) in conflicts within states is evident that Clausewitzian Trinity concept no longer represents a coherent explanation why war is a rational instrument of the state. This is because with the end of the state and therefore the international system of states (in this case the decline of the state by globalization forces), only violent and non-Trinitarian, non-political war will remain  [27]  . Intertwined with changes in the structure of contemporary conflict is the argument that wars distinctive character, of a confrontation between opposing armies, has been replaced. The argument runs, just as the structure of war has changed so too have the methods; modern wars rarely follow conventional norms and are thought to be of distinctive nature by their sheer brutality and lack of strategic rationality. The increasing use of irregular warfare by terrorist organizations and globally incremented civilians claims to loosen the historical bond between state and military, thus giving credibility to the claim that state war between recognizable belligerents is a thing of the past- a post-Clausewitzian approach is therefore an immediate requirement  [28]  . As this trend develops traditional armies will become increasingly like their enemies in order to tackle the threat that this poses. According to Creveld, armies will be replaced by police-like security forces on the one hand a nd bands of ruffians on the other  [29]  . Following the claims of both Linds and Crevelds theses, war in the former Yugoslavia, Caucasus and throughout Africa seemed to substantiate their claims with much needed evidence. Mary Kaldor, the chief proponent of new war, has even claimed that the war in Bosnia-Herzegovina has become the archetypal example, the paradigm of the new type of warfare  [30]  . These conflicts do appear to manifest irrational traits and they often seem to be guided by factors other than governmental policy. As such, it has become common for most commentators and theorists openly to envisage a world where conventional armies cannot function properly against a new type of enemy. It is predicted that this trend will continuously develop and the feared result is an overspill of unorganized violence from the developing world. Kaldor, perhaps the best known of the new war advocates, explains the difference inherent in new wars: In contrast to the vertically organized hierarchical units that were typical of old wars, the units that fight these wars include a disparate range of different types of groups such as paramilitary units, local warlords, criminal gangs, police forces, mercenary groups and also regular armies including breakaway units of regular armies. In organizational terms, they are highly decentralized and they operate through a mixture of confrontation and cooperation even when on opposing sides  [31]  . Throughout the 1990s, wars in Balkans, Caucasus and Africa propelled the idea of Transformative change in International Relations. Advocated by Robert Kaplans provocative thesis The Coming Anarchy, it is argued that the global economic inequality, combined with stabilizing effects of failed states are the primary danger awaiting the modern world- especially when factions resort to communal violence in order to restore group security. For Kaplan, the implications necessitate analysis of, the whole question of war  [32]  . Furthermore, he mirrors Crevelds position; he too rejects the Clausewitzian argument that war is governed by politics. Like other new war writers, Kaplan warns that a preponderance of high-tech weapons is useless in a world where conventional war is outmoded. He cautions, something far more terrible awaits us  [33]  . War will not be characterized by the large-scale industrial confrontations of the twentieth century, or be subject to any notion of legality; there will be no rules of war as understood today. Rather, the primary target in new wars is the civilian population. If the present conflict in Iraq is any measure, attacking civilians has become the tactic of choice for the non-state actors operating there. According to the Brookings Institutes Iraq Index, the figures for civilian deaths during conflict are even more telling. From March 2003 until June 2006, the index estimates the total number of civilian fatalities as a result of conflict at 151,000  [34]  . Certainly, the recent experiences of the United States and its allies in Iraq and Afghanistan appear to suggest a trend towards difficult irregular warfare. These examples seem to compound the argument that future war will be asymmetrical, at least on one side  [35]  . Some commentators, have even suggested that using the term war at all, gives it a credibility that belies its unorganized character  [36]  . After all, these new internal wars do not manifest military objectives; at least, not ones we are used to seeing  [37]  . According to Kalevi Holsti: War has become de-institutionalized in the sense of central control, rules, regulations, etiquette and armaments. Armies are rag-tag groups frequently made up of teenagers paid in drugs, or not paid at all. In the absence of authority and discipline, but quite in keeping with the interests of the warlords, soldiers discover opportunities for private enterprises of their own  [38]  . Rupert Smith, a retired top British general with direct experience of war in Balkans, Northern Ireland and the Middle East, goes even further, claiming that: War no longer exists. Confrontation, conflict and combat undoubtedly exist all around the world- most noticeably, but not only, in Iraq, Afghanistan, the Democratic Republic of the Congo and the Palestinian Territories- and states still have armed forces which they use as symbols of power. None the less, war as cognitively known to most non-combatants, war as battle in a field between men and machinery, war as a massive deciding event in a dispute in international affairs: such war no longer exists  [39]  . For new war advocates, globalizations pervasive nature stimulates dissonance between those able to play a part in a globalized world, and those who are not. As Mark Duffield argues: The changing competence of the nation-state is reflected in the shift from hierarchical patterns of government to the wider and more polyarchial networks, contracts and partnerships of governance  [40]  . It is an opinion championed by Kaldor, who claims the process of globalization is tearing up the previously stable state system- a system which for many has provided a starting point for understanding war and it role in international relations system  [41]  . Consequently, she too rejects the Clausewitzian Paradigm  [42]  . Like other new war commentators, Kaldor believes the pervasive nature of globalization is the root cause of modern political instability and war. As globalization erodes the state system, there will be a parallel trend highlighting an increase in identity politics. Just as there has been a change in structure and methods so too are there changes in the motivations of modern war. With socially ostracized communities unable to express their political grievances, it is thought they will employ war as the most attractive expression of their local cultural/religious needs  [43]  . To grab power, this process is supported by political elites  [44]  . Several studies into the economies of new wars suggest that greed plays a large role in contemporary civil conflict  [45]  . They also agree that the economic element found in new wars is directly linked to why the distinction between war and peace has become blurred  [46]  . For Mark Duffield, war is no longer a Clausewitzian affair of state; it is a problem of underdevelopment and political breakdown  [47]  .

Urinary Fluid Electrolytes Essay -- Health, Hearth Disease

A 60 years old man was admitted into the hospital with congestive heart failure and a history of heart disease. Heart failure lead to this patients potentially fatal diagnosis of pulmonary and peripheral edema. The heart actively works as a double pump meaning that each side could independently fail. When the heart starts to fail, a reduced renal perfusion and sympathetic activation to the kidneys stimulate the release of renin. Renin will cleave on to angiotensinogen to create angiotensin I. Angiotensin I then travels through the lungs where the enzyme ACE cleaves off two amino acids to form angiotensin II. Angiotensin II stimulates the release of the hormone aldosterone will increase the renal reabsorption of sodium and water. The increased volume can be deleterious leading to pulmonary and peripheral edema (Klabunde, PhD. 2007). When the left side of the heart fails pulmonary edema occurs. As the heart fails, the blood vessels become engorged with blood and pressure increases in the lung capillaries pushing fluid into the alveoli and lung tissue. As a result oxygen is unable to move as it typically would, causing a shortness in breath (Heller MD, 2009). If this was left untreated the patient may suffocate. The patient is also suffering from peripheral edema this is usually due to the right side of the heart failing. Once the right side of the heart fails, it can no longer effectively pump oxygenated blood through the capillaries. Blood then begins to stagnate in the bodies organs and fluid gets pushed into interstitial tissue (Marieb, 2010). Swelling generally occurs in the lower extremities and can cause permanent nerve damage if untreated. The patient was administered a potent loop diuretic to treat his edema, furosemide... ...opment of hepatic encephalopathy to worsen (Seifter, 2007). Hyperaldosteronism has also been associated with hypokalemia leading to renal cystic disease. Cysts begin to appear in the collecting duct epithelium leading to interstitial fibrosis. The cause of these cysts are unknown however ammoniagenesis seems play a role (Seifter, 2007). Furthermore, increased urination or polyuria is another complication. Increased thirst from the increase of angiotensin II also acts on the thirst center in the hypothalamus (Crumley, 2009). This is a mild form of diabetes insipidus. In conclusion, loop diuretics should be used with extreme caution when treating patients with congestive heart failure. Electrolytes test should be run frequently while on this medication. If this patient wouldn’t have come in his conditions could have worsened resulting in a life threatening situation.

gatdream Trading Life for a Dream in F. Scott Fitzgerald’s The Great Gatsby :: Great Gatsby Essays

The Great Gatsby - Trading Life for a Dream What is life? Life embodies ones dreams mixed in with successes and most importantly, love. Following this definition, Jay Gatsby lives a fulfilling existence while Nick stays put and ordinary like stagnant water. Life is full of risks and Gatsby risks his life for love and happiness. Even though he did lose his life, he didn't pay too high a price for living too long a single and farfetched dream of true love. Gatsby is the epitome of the American Dream, "his brown, hardening body lived naturally through the half fierce, half lazy work of the bracing days...as a clam digger and a salmon fisher." (104) From this Gatsby became a robber baron, an American capitalist who became wealthy through exploitation and in Gatsby's case, through bootlegging. Anger is what made Gatsby and wealth and power were his means toward the goals of happiness and true love. Gatsby supports this when he says to Tom, "she only married you because I was too poor and she was tired of waiting for me." (137) Gatsby has never forgotten that if he had had the money when he first met her, then she would be his. So this propels him on a quest to make money and use the money to relive the past. Daisy is currently married and has a daughter. Despite this, Gatsby still wants to make it like old times. After all, his beliefs drive him to do crazy things. Beliefs founded on different principles, "Can't repeat the past? Why of course you can...I'm going to fix everything just the way it was before. She'll see." (116-117) Gatsby's dreams drive him to do the impossible, change the past. Nick struggles to understand why a man would spend so much time and money for something that lasted so short and in no way in favor of Gatsby. "His life had been confused and disordered since then, but if he could once return to a certain starting place and go over it all slowly, he could find out what that thing was" (117), the idea of a mutual love relationship with Daisy as it was in the past.

National Food Marketing Report Essay

Pakistan is known for spice in the world, as it has brought several sub continental taste from India after independence. National Foods is the leading sub continental recipe masala company of Pakistan with distinct market share as compare to the competitors. National Foods began its journey in 1970 as a Spice company, with a revolutionary product that popularized the concept of having clean, healthy food. National foods’ initiatives were, to make food that is hygienic, reduce time spent in the kitchen by women, foster health and contribute towards personal attractiveness, so that people who use our products would be able to experience a more rewarding life-style. This was long before the phrase ‘Corporate Mission’ had even been invented. However, founder’s philosophy remains unchanged over time. Even if their language – and the notion of only women doing the housework – have become outdated, in this age of rapidly changing lifestyles, fuelled by the rampant development of technology; consumers are compelled to alter their eating habits. National Foods responds to this challenge of developing innovative food products based on convenience and quick preparation in line with modern lifestyles and yet retains traditional values through its diverse collection of food products. In a history that now crosses three decades, National Foods’ success has been influenced by the major events of the day – economic boom, depression, wars, changing consumer lifestyles and technological advancements. Even after three decades the company’s focal point still remains on customer’s needs through product development in line with the changing market trends. COMPANY PHILOSOPHY National Foods must focus on customer’s needs and serve them with quality products at affordable prices at their doorsteps. Our products must be pure and conform to international standards. Our research must continuously produce new adventurous products scientifically tested, hygienically produced in safe and attractive packaging. We must create environment in our offices and factories where talents are groomed and have opportunity to advance in their careers. We must prove to be recognized as good corporate citizens, support good causes-charity and bear fair share of taxes. Reserves must be built, new factories created, sound profits made and fair dividend paid to our stock holders through building a reliable brand. National Foods Ltd. must get itself recognized as leader in Pakistan and abroad. With the help of almighty God, the company can achieve its targets in years to come. VISION STATEMENT The vision of National Foods Ltd. is â€Å"To be a Rs. 50 billion food company by the year 2020 in the convenience food segment by launching products and services in the domestic and international markets that enhance lifestyle and create value for our customers through management excellence at all levels. † BUSINESS PRACTICES NFL believes in conducting its operations with strong ethical and moral standards. NFLs statement of code of conduct & business practices aims to provide guidance on carrying out its business related decisions and activities. We wish to achieve excellence in all spheres of our operations for which code of conduct form the basis. Any party entering any form of contract with NFL is bound to comply with the given guidelines. NFLs statement of code of conduct & business practices has the following seven guidelines: 1. Unfair Means: Any use of bribery, kickbacks or any form of payment in cash/kind to obtain business related or otherwise gainful benefit for the company is strictly prohibited. Excessive business gifts and entertainment also hold the same meaning and NFL does not approve of such payments. 2. Respect and Integrity: NFL believes in giving respect to individuals. We aim to operate in a manner that discourages discrimination, harassment and/or influence. Discrimination refers to favoritism based on a particular aspect of an individual personality. 3. Conflict of Interest: NFL prohibits actions that are in conflict with the company business interests. This may include but is not limited to providing assistance to the competition or holding ownership interests in a customer, supplier, distributor or competitor and making personal gains at company expense. 4. Confidentiality: NFL believes in confidentiality of information related to company business activities. The company expects employees not to disclose or divulge by any means the confidential and commercially sensitive information except to the authoritative personnel requiring it. 5. Statutory Compliance: NFL believes in providing total support and cooperation to all the governmental and regulatory bodies irrespective of the extent of prevalent enforcement. 6. Financial Integrity: NFL believes in complete compliance with the accepted accounting rules and procedures. This includes but is not limited to Transparency: NFL discourages any illegal activity for the purpose of any benefit to the company or others. All information supplied to the stake holders and/or auditors must be authentic & transparent and Disclosure: All transactions must be fully disclosed and must be for the purpose stated for. 7. Health, Safety and Community Responsibility: NFL is fully committed to safety, health and responsibility towards environment and community. All activities of NFL must portray responsibility towards the community and nation as a whole. NFL seeks to employ procedures that are safe, healthy and environment friendly. SITUATIONAL ANALYSIS This year brought a series of challenges and transformation for the Sales Team. As the magnitude of the socio-political upheavals increased in the country, the Sales Team was not only determined to face all the adversities, in the face of the law and order situation, but also introduce valuable changes which would be favorable for the overall growth and development of the company. In spite of the prevailing conditions of strikes, shutter downs and political turmoil, the Sales Team delivered its targets. In certain key categories like recipe and salt, we even over delivered. These categories have a significant impact in volume growth and bottom line as well. The Channel Specific approach implemented is beginning to yield results, where the Sales Team capitalized on the market sales potential in areas of Public Account, Local Modern Trade, International Modern Trade, Food Service Division, Special Category and General Trade. Sales growth in Public Accounts (USC-CSD) has more than doubled this year. In Special Category Management (SCM), sales of salt was at an all time high. The 2013 environment was once again challenging on account of deteriorating law and order situation, high inflation, counterfeits and energy shortages. However, in the wake of such challenges, we delivered 20% sales growth (Volume 15%) with an improvement in trading operating margin and EPS growth thereby demonstrating the value of strong alignment of our people behind our strategic priority to become Rs. 50bn business by 2020. Strong presence in international markets is at the core of our vision statement and in line with our aspiration we established a subsidiary in Dubai NFL – DMCC to strengthen our export operations and plan to set up more subsidiaries in Europe and North America soon. The sustained business growth that we have evidenced in National Foods as well as strategic alignment provides framework for accelerated innovation, increased engagement with consumers and enhanced operational and financial capabilities. This will enable us to remain fit to win in more intense environment in future. Pakistan is the part of sub-continent, which is known for the high spicy foods and National Foods is the leading recipe masala of the country. But National Foods faced tough competition from the founder of the recipe masalas in the country that is Shan Foods’ Recipe Masalas. National Foods has different food categories and in each category they faced different competitors. National Foods started their operations with Jam, Jelly, Marmalades and Pickles and became a major competitor to Michelle’s and Ahmed Foods. National Foods are perceived as Pioneer in Ketchups and Sauces by competing with Shezan and now Shangrilla too. Following is the SWOT Analysis and Matrix as per National Food’s Strategy Formulation: Strengths: Cultural Image Developer Largest Food Exporter High Advertising Budget International Recognition. Weakness: High Pricing Strategy Limited Products Conventional Packing Stuck with Tradition Opportunities: High Food Entertainment Fond to International Tastes Multi-Cultural Lifestyle Technological Communication SO Strategy National Foods should introduced International Recipes WO Strategy Associate National Food’s Brands with Interactive Social Media Threats: Increasing Dine-in Hangout Low Priced Masala Brands Ready-to-Eat Food Availability Chef’s TV Demonstrations ST Strategy Sponsored the Cookery Shows on Leading Food TV Channels in Pakistan WT Strategy. Cobranding the National Foods with Leading Fast Food Chains for building association Proposed and Designed by Afnan Khan OLD VERSUS NEW BRAND LOGO OLD LOGO For over 40 years, we’ve been known as the one brand women all over Pakistan count on, but just like people grow and change, we’re growing too. And now it’s time for a change. Every year we’re growing bigger, brighter, more global, and our NFL spirit of adventure – which has been the energy behind every new and innovative product – is now the encouragement behind our new logo. The new Pakistani homemaker is feisty and vibrant and our new image is helping her feel just as we have generations of food lovers feel – completely at home. NEW LOGO At NFL, freshness is what keeps us going. We keep life updated with new recipes, new products, and now we’ve got ourselves a Transformed logo. As with everything we do, we took a careful look at what we had, kept the best of the past, and introduced elements that were exciting, appealing, and yet always true to our soul. We’re still caring, optimistic, and reliable and now we’re livelier than ever before! MARKETING MIX Product Categories National Foods Limited has Fourteen Product Categories: 1. Chinese 2. Desserts 3. Health foods 4. Jams 5. Ketchups 6. Pickles 7. Raj masala National Food’s Recipe Masalas are the high revenue generated product, competing with Shan Foods shoulder by shoulder. National Foods launched Rivaaj Pastes in last decade and received acclaimed response from the market by having a competitive advantage in product line. National Foods’ Chinese Recipes are pressured by the Knorr’s Chinese Recipes and failed to receive estimated targets. National Foods’ Ketchups are the followers in the market despite of being founder in the ketchup industry because of Shangrilla’s Chinese flavored ketchups. National Foods’ another product category of Pickles are the second most sales generated product and successfully beating the competing brands of Ahmed Foods and Shangrilla. National Foods launched Fruitily instant drinks around four years back but failed to receive the customer’s response because of mismanaged distribution and high advertising of competing brand of Tang Fruit Juices. Product Growth as per National Foods Annual Report 2013: Recipe Mix: National Recipes sales grew by 25. 2% further establishing its market leadership. Gross margin improved, thereby further strengthening the financial health of this important category. The National Recipe Princess contest was conducted in fifty colleges across six cities in Pakistan targeting college going female students. The Karachi Special launch was a laser focused activity to cater to Karachi by launching the recipe mixes keeping in mind the Karachi taste palette. Ketchup: The Sauces Category recorded star performance of 39. 6% growth underpinned by highly successful consumer offering of Ketchup and Chat Masala Combo Pack during peak seasonal period of Ramazan. Gross margin also improved significantly in this category. In addition to well-planned and tightly orchestrated advertising and promotional campaign, penetration, availability and visibility provided the brand fuel for growth to register impressive growth. Fruitily: Despite strong competitive environment in this category, Fruitily recorded 5. 6% growth, gained market share with noticeable improvement in Gross margin. As this is new addition to National Foods portfolio, we will continue to invest in this category to accelerate growth for the future. Salt: Sales grew by 26. 5% with Gross margin improving significantly thereby delivering healthy bottom line. This category has significant potential on health platform as it serves the human body’s requirement for Iodine. Pickles: The category grew by 18%, despite stiff competition. However, Gross margin was diluted on account of higher material cost as we did not pass on inflationary pressure to consumers. The manufacturing process has been redesigned to fully exploit the potential of automation and further upgrade the safety standards. Pricing Strategy National Foods launched their brands with penetrating marketing strategies especially for Masala Recipes, Pickles, Jams but found to be involved in skimming strategy for their brand Rivaaj. National Foods’ Masala Recipes are following the same pricing of Shan Recipes Masalas, but after the recent launching of Mehran Recipe Masalas and Nice Recipe Masalas at high priced strategy, National Foods are counted as on the skimming pricing. As National Foods are following the international quality standards with high marketing budgeting, they compel to be on their well settled prices instead of getting down, but to tackle the competition raised by Mehran Recipe Masalas and Nice Recipe Masalas, National Foods introduced Sachet at half price. Distributional Sales Force The National Foods sales team has also made a significant development toward rural penetration and coverage through a dedicated Rural Development Force (RDF). RDF has extended its operations up to 370 uncovered rural settlements and expanded its distribution to more than 4,000 outlets. To improve our distribution operations in Balochistan, they have appointed Muller and Phipps (M&P), which is expected to enhance our sales performance in this geography. They have also taken initiatives to deploy IT solutions to maximize the benefit of information management in sales. A new software was implemented across Pakistan with key distributors to capture information on real time basis that will assist NFL to take quick action, provide analysis and assist in decision making. Promotional Activities National Foods is pioneer in developing state of the art promotional ideas in the food industry of Pakistan. Due to extra ordinary creative marketing and advertising campaigns, National Foods is perceived on the priority level as compare to their direct competitor i. e. Shan Foods in recipe masalas. Following are the leading marketing and advertising campaign: Rang Bharti Jao National Recipes celebrated its vivid persona with a two minute TVC, bursting with colors, emotions and sensorial shots of rich home-cooked food. In the background, the majestic voice of Tina Sani singing â€Å"Rang Bharti Jao† added to the surreal delicacy of the video. The â€Å"Rang Bharti Jao† campaign was a great success, as it won over the hearts of consumers due to its emotional appeal, and impressed the jury at the PAS awards. The amazing response led to National Recipe acquiring the Best Campaign Award in the Culinary Category. Karachi Special Launch After National Recipe’s great success, the Marketing Team was set out to cater to Karachi by launching recipe mixes especially made keeping in mind Karachi taste palettes. These recipe mixes have five different variants that are fierier and more flavourful to accommodate and satisfy the bold taste buds of Karachiites. Campaigning for these special recipe mixes was also in full throttle; with a TVC, hoardings and a massive BTL campaign, where the NFL float would go to different apartments and cook for the people there (trial activity). Moreover, Chef Saadat in support of National Foods would go to the float and cook for consumers all across Karachi. All this information was shared on our Facebook page for added hype. The Karachi Special Launch was a great stepping-stone for the brand’s aspirations of having long-term National Recipe loyalists in Karachi. National Ketchup Campaign National Ketchup experienced a huge boost in sales due to creative campaigns that coined the product as 100% tomatoes, making it synonymous with â€Å"real tomatoes†. Consumers highly appreciated the pre-emptive organic link to freshness and made the campaign, which ran on ATL and POS, very effective. The campaign also supported Ramadan season, which provided added exposure. National Recipe Princess Hundreds of college students were given a chance once again by National Foods to showcase their culinary skills. The National Recipe Princess contest was conducted in fifty colleges across six cities in Pakistan, with the aim of searching talented young girls who have a flair for cooking to compete for the title of Recipe Princess. This activation was highly successful as electronic media and digital media (Facebook page) gave it a huge boost. College students could keep track of the competition through photos, maps of the contest route, and group discussions and comments, resulting in colossal exposure of over a million views of the competition nationwide. Celebrity guest judges were also invited to the competitions for added hype and brand publicity creating the ideal recipe for success! National Pickles Campaign The attempt to reinvent the brand image of National Pickles proved to be a great success. The aim was to reposition it as a happening brand with an added zing, along with highlighting the pure, delicious and rich ingredients that make National Pickles the best. From the hummable tune to mouth-watering food shots and sensational ingredient shots, the campaign spoke to audiences of all ages, and increased the number of National Pickles fans in no time. National Ka Pakistan Pakistan’s culinary diversity and vivid culture are its joy and pride. National Foods sent out television’s renowned Chef Saadat on an exciting journey to discover the culinary gems hidden in the country’s nooks and crannies. Being the first ever attempt by a food company to create exciting episodic content that reflects the rich fusion of tradition and taste, this series was an attempt to showcase a safer and softer image of Pakistan along with highlighting Pakistan’s unparalleled love for food. The episodes were aired on 9 channels and were heavily supported by digital media as well. The show attained top ten ratings on news and entertainment channels, making it incredibly popular. National Ka Pakistan also bagged the prestigious Passion for Pakistan Award in the PAS awards 2012, triggering overwhelming success. Taste Of Pakistan National launched ‘Taste of Pakistan’, a unique cookbook that captured Chef Saadat’s journey from ‘National ka Pakistan’, and also celebrated Pakistan’s wonderful cuisine with 50 mouth-watering recipes from all across Pakistan. The response to this book was extremely positive because of the fact that the informative cookbook was not only a source for scrumptious recipes, but also a travel log, which helped consumers discover different regions of Pakistan and their delectable cuisines. Facebook Page Support By creating a presence on Facebook through the brand page, National Foods was able to interact with consumers on a much more consumer-friendly forum. It encouraged engagement as National Foods fans could now be updated about all the latest launches, BTL, contests, recipes, amongst other activities. Likes skyrocketed from a mere 15,000 to 60,000 within only eight months which resulted in an increase in the National Foods fan following, while setting sails to rising success for the brand. One-Minute Recipes In the fast-paced world of today’s times, people are always looking for quick solutions to everything. Taking the growing digital users as a base, National Foods launched the first ever one-minute video recipe cards in Pakistan. These one-minute videos were the quickest way to view a recipe with ease, and therefore, they gained a great deal of popularity, especially among the younger audience. The videos are now available on Google Play for Android cell-phone users too. To date, these videos have been viewed more than 55,000 times and the application software has been downloaded more than 6,000 times, thereby demonstrating its success. NATIONAL FOODS AS LEADING EXPORTER BThe wide range of National Foods products enjoys unparalleled acclaim across the world as we believe in providing nothing but the best. National Foods products are famous globally for their freshness, taste, hygiene and value for money. Providing you the exotic taste of Pakistan, National Foods products are distributed in over 35 countries in 5 continents, through our strategic partners. And with our continuous success, we are rapidly making inroads into new markets worldwide. NATIONAL FOODS IN COMMUNITY Commitment to CSR has been a part of the NFL strategy since its inception. Different initiatives reflecting our values are undertaken to give back to the society that has supported our business throughout the years. At NFL, we believe that CSR starts with providing the highest quality of products and services at the least cost and with the least environmental impact. From this foundation, our CSR aspirations continue to grow, incorporating processes and activities that aim to strengthen society and ensure sustainable social delivery. Sustainability underlines the foundation for NFL’s business endeavors, where we especially engage in strategic social investments, working to empower and uplift communities. The CSR Mission of National Foods is â€Å"Our CSR commitments must reflect all facets of our corporate personality – NFL as a manufacturer, an employer, a consumer in itself and as an industry leader. We uphold these commitments through our values, policies and our practices. †