Privatization in India Essay Example for Free

Privatization in India Essay Ram Mohan Visiting Faculty, Finance and Accounting Area Indian Institute of Management Ahmedabad, India Abstract The proposed research is intended to survey the process of privatization in India and assess its impact on the Indian economy. The central issue we will address is the impact of privatization that has taken place so far on profitability and performance of PSUs. Going beyond this, we will attempt to understand what explains the impact of privatization on performance. Is it the use of market power by oligopolistic firms whose pricing power had been constrained under government ownership ? Is performance bought at the expense of labour through extensive layoffs so that what we see is essentially a transfer from workers to shareholders ? Or are we confusing the impact of privatization with the more generalised impact of deregulation in the economy, which in itself could spur efficiency ? The research output will comprise the following: 1. A survey of the literature on privatization, particularly with respect to less developed countries. 2. A review of the role of the public sector in the Indian economy, and the process of economic liberalization and privatization in India upto this point. 3. Impact of privatization on firm performance. 4. Explanation for the impact of privatization 5. Assessment of mechanisms of corporate governance in India. -2- I. Background: privatization in theory and practice A great wave of privatization has swept the world in the past two decades, embracing the industrial economies, the transition economies of East Europe and large parts of the less developed world, and it continues to roll on. It is interesting, however, that its basis in theory was somewhat shaky to start with. Moreover, a sizable enough body of empirical evidence, on which hypotheses about its impact could be tested, became available only several years down the road. So much of the initial impetus to privatization entailed a leap in faith, and, as happens all too often in the development of knowledge, attempts to explain its impact have followed on the heels of widespread existing practice.

Business Plan Of Curves Fitness Commerce Essay

Business Plan Of Curves Fitness Commerce Essay The main objectives of the operations of Curves Fitness which provide its backbone for operation include: providing a wellness program or strategies which they will offer to various businesses situated and operating in London; to create working relationship with five companies in a span of one year; and to expand their operations to England by the end of their second year. As the objectives illustrate, the company is geared towards expanding the reach of their businesses first towards their main location with the hope that the future will allow the business to be as well practiced in England. FACTORS AFFECTING SUCCESS In the course of operations of Curves Fitness, it is also very important to put into consideration that will put the business into the pedestal of success. One of the keys which will be influential to success would be marketing services to individuals and companies. It is acknowledged by the company that these set of strategies will be an invaluable asset to the business which will provide its edge against competition. Another factor which is expected to contribute to the success of the business is the recruitment of experienced managerial talent. This move will ensure the business that the organization is going to be managed by individuals who are equipped with the necessary skills and knowledge to run the kind of business. Dedication and hard work of the founders will be another key to a successful performance as the founding team acknowledges the fact that it is them who will be the foundation of the business and it is them who will make the business move. The last factor which wi ll be key to the success f the business is the lowering of over-all costs. The business is looking for economies of scale so that they will incur lower costs in their operations to generate greater profit. MARKETING STRATEGIES The marketing strategies of the business include its practices and measures which are executed towards the dimensions of people, product, place, and promotion which forms part of the companys marketing strategies. The business should properly manage their marketing mix in order to come up with strategic formulations which will bring the organization into success. The company puts too much emphasis in the importance of their employees as they are regarded to be the reasons behind better and effective provision of the organizations basic services. The fitness service provided by the organization is geared towards serving markets which fall under the category of small to medium sized businesses which they assume would be made possible through an establishment of an enduring or lasting relationship with their client database. The main operation of the business will be based on London and in the succeeding years, it will cover the rest of the remaining parts of England given the success in its performance. In the entire England, 46% of men and 32% of women are overweight, and out of which 17% of men and 21% of women are situated in London. This number is good enough to realize the potential of a fitness business whose market is not segmented because the target market includes all potential businesses. Particular market segments of the business include corporate employees, manufacturing employees, industry employees, and others. To establish a brand that is premium in terms of personality and market appearance, the management of the business decided to utilize a pricing strategy which in which the prices of the companys basic services are comparable to the prices of the higher end fitness centers. There will be a 100 pounds monthly fee for the employees who decide to avail of the corporate employee program of the fitness center while on the other hand the employer will pay an annual fee of 150 pounds per employee regardless on whether or not the employee has availed of their fitness services. This will be used to maintain the companys equipment and to continue to provide better service to the public who patronizes their fitness center. To be bale to make the public aware on the existence of Curves Fitness, it is regarded that they need to have a well evaluated and a successful promotional strategy in which they can advertise their products and increase the awareness of their target market regarding the existence of their business. The company will establish advertisements targeted towards their market which will be a tri-media promotional campaign appearing on televisions, radios, and newspapers. Brochures and flyers will also be distributed to provide an awareness campaign and client education. Although the company realizes the effectiveness of these media, advertisements will only be done at a minimum to incur minimal costs. The company also believes in the power of word of mouth as a successful promotional tool, and this technique will be the focus of the organizations promotional campaign. ORGANIZATION STRUCTURE A carefully designed and well-evaluated organizational structure should be designed by the companys management so that there will be proper hierarchy in terms of authority and distribution of organizational power. The organizational structure matrix will also provide an illustration of the flow of decision making activities and will determine the levels or position in the entire organization. The organizational structure of Curves Fitness holds that the Chief Executive Officer is at the top of the organization. This goes to show that it is the Chief Executive Officer who is vested with the organizational powers and has the highest authority and decision making capacity in the entire organization. The Chief Executive Officer is followed by the Director of Finance and Administration, Director of Health and Wellness Programs, and Director of Sales and Marketing. These three directors hold equal positions and are also equal in terms of authority and powers in decision making activities. They report directly to the Chief Executive Officer. The Finance and Accounting Department is held under the supervision of the Director for Finance and Administration; the Director for Health and Wellness Programs directly handles the Program Director and the Health and Fitness Specialist; and the Director for Sales and Marketing Director directly handles the Personnel Manager. These people w ho were mentioned report directly to the respective directors of their departments but not to the Chief Executive Officer. Lastly, the bottom of the organizational chart is composed f the aFitness Centre Manager and three attendees. These employees are the ones at the bottom of the organization and are the one with the least powers in terms of authority and decision making activities which concern the management of the business. FINANCIAL RESOURCES Establishing your own business is never an easy task to handle. Given the complexities of the current economic condition and the global financial crisis, capital requirements are often one of the most complicated dimensions for businesses which are just starting. The source of the capital requirements are often too hard to obtain. In the case of Curves Fitness, the total amount which will be initially needed for operation would most probably be at an estimated 300,000 pounds. This amount is expected to cover all the initial and incidental expenses which will be incurred as the business is built and on the first few months of its operation. On this capital requirement, 200,000 pounds will be self-funded, that is from the personal fund of the owner. Moreover, the remaining 100,000 will be made possible through a bank loan which is expected to help the owner handle the necessary financial expenses which will be required for the operation. Approximately about 140,000 pounds of the initia l capital requirement will be allocated for the leasehold improvements which will be very critical for the location of the fitness center. Furthermore, 75,000 pounds will be distributed and allocated in the purchase of gym equipments and other facilities needed to be able to provide the service which the business intends to provide the public. The remaining fraction from the capital requirement will be sued to pay for the initial rent and pay roll in a span of the first six months of the business. The first few months of operation is very crucial for the company that is why it is very important for the business to have a stable capital requirement to fund for the operational expenses for up to at least the first six months. FINANCIAL ANALYSIS The management anticipates that the first three years of the operation of Curves Fitness will show a progressive financial performance which will be characterized with gradual growth of net profit. The first year might note small profit because the business is still paying much for its capital requirement and there are many incidental expenses which need to be covered since the business is just starting with its operations. For the first three years of operation, the sales which will be generated from the provision of the general services is expected to be also progressive starting at 539,075 pounds on its first year and is expected to grow to 825,600 on its third year. Moreover, the total operating expenses will remain the same for the first two years which is valued at 300,600 pounds for the first two years and on the third year the operating expenses will be lowered to 246,600 pounds. The operating expenses are expected to be lower on the third year because the necessary expenses have already been paid on the first two years. The net profit of the company is also expected to grow on a three year basis. For the first year, the net profit is expected to be valued at 146,270 pounds, 223,238 pounds on its second year, and 387,375 on its third year of operations. TIMELINE To be able to be assured of timely operations, the business will follow an established timeline which will provide a guideline for the business operation. The very first task which the business will emphasize is confirming its vision, mission, and objectives which might actually take a while before being finalized. The next activity will be market research which will provide the opportunity to explore activities which will generate profit. Pro-financial accounting and analysis will also be done to be bale to adhere to the companys financial requirements and to project its financial performance in the years to come. The business environment will also be analyzed and there will also be determining of strategies and business control which will provide the business with a framework for operation. The last task is the documentation and presentation which will embody the general background of the business. CONCLUSION The success of Curves Fitness is almost a clear vision in the United Kingdom market. It has been acknowledged that the country is suffering a health care crisis which is threatening to the productivity of the labor force. Furthermore, there are also changes with regards to demographics. Combined together, these factors will be the foundation of the success of the business as such give Curves Fitness a great potential in the United Kingdom fitness industry.

Nestle Marketing Analysis

Nestle Marketing Analysis This is a report as well as a marketing plan about Nestle and its new product Nescafe Menu. The report is about the Halal food leader ― Nestle (Malaysia) and its activity on how they market their products and sustain their leader position in the current market. Moreover, there will be a detail analysis on the current marketing situation which included SWOT, PEST and financial analysis plus the marketing strategies applied by the company in order to domain the market. The marketing strategies will further the discussion by involving the pricing, product, distribution and promotion strategies. However, the main focus will fall on the company ― Nestle Malaysia, the market of soluble coffee, the brand Nescafe and its new launched products. In addition, recommendations and solutions are provided by the author to solve the current scenario and overcome the problems. Nestlà © (Malaysia) Berhad plays the role as the leader of Halal food manufacturer and the first multinational to voluntarily request for Halal Certification of all its food products when it was first introduced in 1996. Nestlà © is establish in 1912 and public-listed on Bursa Malaysia since 1989. Currently the biggest Halal producer in the Nestlà © world. In Malaysia, Nestlà © employs 5000 people, owns 7 factories and 6 sales offices plus one national distribution centre. The head office based in Petaling Jaya, Selangor. (Nestle, 2008) Nestlà ©Worldwide Nestlà © is a multinational company that leading the global food business. It is founds by a Swiss chemist ─ Mr. Henri Nestle. Nestlà © have the worlds largest food manufacturer and the worlds largest private nutrition research capability based in Switzerland. Overall, Nestlà © present in over 100 countries with 276,000 employees worldwide and 456 factories in 84 countries. Currently, Nestlà © owns over 8500 brands and produce over 10,000 different products. Nestlà © hits the sale of 32 billion products yearly. Furthermore, Nestlà © have 24 Research Development centres worldwide and invest RM5 billion annually on RD. (Nestle,2008) Introduction about the product ― NESCAFÉ ®MENUâ„ ¢ At November 2009, Nestle introduced a new range of beverage to captures locals heart. New Nescafe menu is your menu of Malaysian favourite. Bring home the authentic taste of your favourite coffee shop flavours anytime and anywhere. (Nestle,2009) Key Benefit Nestle provides good quality products with improving nutrition and health benefits under Halal policy benefits everyone especially Muslims so that consumers can enjoy their favourite food or beverage without worries with the Halal assurance promised by Nestle. (Nestle,2010) The introduce of Popularly Positioned Products (PPP) brings affordable nutrition accessible (based on local considerations, food regulations, nutrient deficiencies and public health concern) for society and leads a healthier lifestyle and diet plan with the Nestlà © Nutritional Compass label in all nestle products. (Nestle,2008) Talk about the new Nescafe menu that contains coffee as the main ingredient. In fact, according to Don Howat (2009) coffee is something great because it contains antioxidants. Meanwhile, he hopes that there is a change of the wrong perception ‘coffee is bad for health among Malaysian and able to target non-coffee drinker and increases the consumption of coffee in Malaysia which is consider as low compared to other countries. Current Marketing Situation Nestlà © Malaysia, currently the biggest Halal producer in the world, markets more than 300 Halal products in market, is warranting its appointment as the Halal Centre of Excellence for Nestlà © worldwide. Exports its products to more than 40 countries worldwide with export sales of over RM470 million. Imports Halal products from the 66 Nestlà © factories worldwide that are certified Halal. (Nestle,2010) According to Philip Kotler and Gary Armstrong (2010), differentiated marketing means a firm decides to target several market segments and design separate offer for each. Nestle (Malaysia) utilizing differentiated marketing (segmented marketing) strategy by having several categories of product that means to target different customer. Categories of product in Malaysia: Example of brand name in Malaysia ÃÅ" Coffee and Beverage ÃÅ" Nescafe / Milo ÃÅ" Culinary Aids/ Prepared Foods ÃÅ" Maggi ÃÅ" Milks ÃÅ" Nespray/ Nesvita ÃÅ" Liquid Drinks ÃÅ" Perrier ÃÅ" Junior Foods ÃÅ" Nestle Baby Cereals ÃÅ" Breakfast Cereals ÃÅ" Nestle Breakfast Cereals ÃÅ" Chilled Diary ÃÅ" Nestle Bliss/ Nespray Yogurt ÃÅ" Ice-cream ÃÅ" Nestle ice cream / Drumstick ÃÅ" Chocolate and Confectionery ÃÅ" Kit-Kat / Smarties / Milkybar ÃÅ" Healthcare Nutrition ÃÅ" Nutren Optimum / Fibre / Junior ÃÅ" Performance Nutrition ÃÅ" POWERBAR Performance / Gel ÃÅ" Nestle Professional ÃÅ" Nestle Professional Table 2 : Nestlà ©s categories of product and brand name in Malaysia Adapted from Nestle in your life, our brands, 2010. From http://www.nestle.com.my/nestle+in+your+life/our+brands/ Nescafe commands 70 per cent market share in the coffee segment locally Nescafe practises differentiated marketing too by having 5 different range of coffee (mainstream coffee, healthy coffee, Nescafe Classic and Gold). Simultaneously, Nescafe Menu marketing three different beverages that include Nescafe Menu Tarik, Ipoh White Coffee and Nelso to targets a group of local people (Malaysian) includes coffee lovers and non-coffee drinkers (all age) by offering coffee shops all time top seller. (Don Howat, 2009) Product review for NESCAFÉ ®MENUâ„ ¢ Nescafe Menu Tarik -satisfy your craving for a delicious foamy cup of coffee and indulge in the authentic taste of a tarik. Nescafe Menu Ipoh White Coffee -three minutes are all it takes for you to enjoy a deliciously creamy, smooth and aromatic cup of Ipoh white coffee, anytime of the day or night. Nescafe Menu Neslo -for those who must have your morning cup of neslo before the day can start, heres the one for you with the rich taste of Nescafe coffee and the goodness of chocolate malt, all serve in one delicious blend. Table 2: Product Review of NESCAFÉ ®MENUâ„ ¢ Adapted From Nestle in your life, our brands, beverages ― Nescafe, NESCAFÉ ® MENUâ„ ¢, (Nestle, 2010) From http://www.nestle.com.my/Nestle+In+Your+Life/Our+Brands/Beverages/Nescafe.htm New Nescafe Menu benefits consumer by giving them a big flexibility and in-home enjoyment without stepping out the house to coffee shop for beverages. The new Nescafà © Menu range is available at all leading supermarkets and hypermarkets in 15-pack bags at the recommended retail prices of RM12.90 (The Star Newspaper 2009). Currently, only the white coffee produced by old town is consider as the direct competitor because they having the same product as Nescafe Menus white coffee. PowerRoot and BOH are indirect competitor because they dont have the same (but similar) product as Nescafe Menu yet they are the strong competitor in the market so its important to keep an eyes on the companys activities. Competitive Review White Coffee 3-in-1 Classic by Old Town * Old Town kopitiam(coffee house) had 141 outlet in Malaysia and still growing (old town, 2010). * Rated as Malaysians favourite hang out place for its signature white coffee. * A perfect, smooth blend of original white coffee. Rich, creamy and aromatic, it has a heightened lingering mouth feel (Old Town, 2010). * 15 sticks in a Packet, RM12.90 * The famous Cameron Highland tea * Rated as Malaysias all time local favourite beverage. * Experience the robust, full-flavour of Boh Teh Tarik Kurang Manis with less sugar in each convenient sachet * 12 sachet in a packet for RM7.90 Oligo cereal (6 in 1) by PowerROOT * Nescafes main competitor for soluble coffee range * Cereal drink mixed with a fine blend ofoats,cereal,B-Glucan,Oligofructose, sugar and non-dairy creamer * 12 sachet in a packet for RM12.90 PEST analysis Nestlà ©s PEST Analysis (P)olitical * In support of the Governments efforts to combat non-communicable diseases in the country, Nestle collaborated with relevant NGOs to participate actively during the Nutrition Month Malaysia campaign to promote good nutrition in the community (Nestle, 2008). * Nestle is in full support of the Governments efforts to encourage healthier diets and active lifestyles to help counter problems associated with obesity, diabetes and cardiovascular diseases. We have made significant change to improve our products profile to complement the Governments efforts to create a healthier population (Nestle, 2008). (E)conomic * Flat domestic sales reflects slowdown in local economy and changes in consumer spending behaviour. (Nestle, 2009) * The weak market sentiments due to the global economic slowdown and changes in consumer spending behaviour (spending less and saving more), have some bearing to the Groups domestic business, which remained flat for the period under review. (Nestle, 2009) (S)ocial * Nestle was founded on social responsibility, sound human values and principles more than 140 years ago (Nestle, 2008). * Malaysias majority = Muslim. Consumers trust and confidence on quality and peace of mind for Muslim consumers (Nestle, 2008). * Our interest in Halal was borne out of social responsibility and respect for our Muslim employees and consumers, and today, we are beginning to appreciate the long-term investment we have made in manufacturing and marketing Halal products (Nestle, 2010). * Though it is a global brand, Nescafe is locally produced to meet the taste preferences of local consumers (Nestle, 2010). (T)echnology * Improve innovation technology and supplier development through Halal knowledge (Nestle, 2010) plus innovate renovate nutritious and healthier products using RD expertise (Nestle, 2008). * Every Nestle product undergoes as extensive RD process and a stringent quality standard before it is launched, because we value the trust that our consumers have in us (Nestle, 2008). * Nestle consumers all over the world benefit from world-class manufacturing facilities, the best private RD capability in food and nutrition, international quality and safety standards but with products catered to local preferences (Nestle, 2010). * Our global investment in RD clearly shows Nestlà ©s commitment in innovating and renovating products based on scientific evidence and trials (Nestle, 2008). SWOT Analysis (S)trengths (1) High market share ÃÅ" For instant, Nescafe commands 70 per cent market share in the coffee segment locally as the leader. (Don Howat, 2009) (2) Size, operational efficiency and financial power ÃÅ" Owns 7 factory and 6 sale office at Malaysia with one national distribution centre that involve exportation of Halal product to more than 40 countries. (Nestle, 2008) (3) Wide range of products ÃÅ" Nestlà © owns over 8500 brands and produce over 10,000 different products. (Nestle, 2008) (4) Ability to customize global product brand to local preferences ÃÅ" For example, markets more than 300 Halal products in market, to more than 40 countries. (Nestle, 2008) (5) Strong Research development ÃÅ" Have 24 Research Development centres worldwide and invest RM5 billions annually. (Nestle, 2008) (6) Halal policy ÃÅ" Helps in targeting Muslim by assuring them with all product is Halal and also attract non-Muslim customer at the same time. (Nestle, 2010) (W)eakness (1) Very narrow product line for beverages ÃÅ" Only promotes chocolate malt (milo), coffee (Nescafe) and milk beverage. (O)pportunity (1) New product discover (expanding product line) ÃÅ" The discover of New Nescafe Menu is a good example whereby it also help to expands the range of coffee under the Nescafe brand. In the future, they maybe will produce coffee candy in different flavour. (2) Changing of customer needs/tastes ÃÅ" For instant, customers have more awareness toward their health care and wish to have product that come with low sugar contain thus Nestle can introduces their products with low sugar contain to fulfil customers needs. (3) New technology ÃÅ" To improve the products quality by implementing the new technology and maintain their market share in the industry. (T)hreats (1) Economic downturn ÃÅ" Threaten profit margins and bottom-line. If the firm decides to cut cost, many people might lose their job and social responsibility is frequently put on hold. (Nestle,2008) (2) Entry of new competitor ÃÅ" For instant, the Starbucks also blends into the soluble coffee market with their signature premium coffee. Thus, Starbucks might affect the sales of Nescafe premium range product. Financial Analysis Financial analysis use and transformation of financial data into a form that can be used to monitor and evaluate the firms financial position, to plan future financing, and to designate the size of the firm and its rate of growth (allbusiness.com, 2010). Based on the 5 years statistics (appendix 2), it proved that the company is growing healthy from the year 2004 to 2008. In 2008 Nestle Malaysia post a turnover of RM3.9 billion (approximately) for the year ending 31 December 2008, which represents a 13.5 % growth over 2007. Profit before tax is increasing from year 2004 to 2008. However, the percentage of turnover which is rated as 11.6% in 2007 fall to 11.4% in 2008, due to heavy capital expenditure(which contributed to higher financing costs) (Nestle, 2009). With the implementation of lower tax expenses by government, Nestle (Malaysia) manage to nudge the profit margin after tax from 8.5% to 8.8%. According to Nestle (2009), the Board of Directors has recommended a final net dividend of 80 cent per share, giving a total net dividend proposed and declared for the financial year of 191.19 cent per share that represents a 68.0% increase compared to the previous period and hits the highest in the Groups history. From the balance sheet (appendix 3), we can see that the Nestle group and Nestle Malaysia are growing stronger and having a very positive view about their assets with the increments. Overall, the group have RM1,660,401,000 of asset while the company have RM1,110,879,000 of assets. Furthermore, it achieved a balance with their equity and liability that shows the company is healthy with strong financial. By observing the income statement (appendix 4), the company is making more profit (compared by year 2007 and 2008). Nestle Malaysia hits RM435,269,000 of revenue for 2008 which is higher than year 2007 by increase of RM75,116,000. For the Nestle group the gain approximately RM3.9 billion at 2008 and its better than the previous year with RM3.4 billion. The basic earnings per ordinary share (cent) for year 2008 is 145 while year 2007 is 125. It shows that currently the company is still doing well. Based on the cash flow statement (appendix 5), the available cash of the group and company is decreasing. It is because of the cash is used for heavy financing activities. Group 2008 RM000 Group 2007 RM000 Company 2008 RM000 Company 2007 RM000 Net cash from operating activities 555,972 290,657 401,005 226,134 Net cash from investing activities (185,696) (100,721) 28,219 21,667 Net cash used in financing activities (376,256) (214,094) (445,550) (234,505) Cash and cash equivalents at 31 Dec 25,690 31,670 1,042 17,368 Objectives 1st years objective (short term) Hoping to double our share (to reach 70 per cent of the total market) of the speciality coffee market by next year with the launch of New Nescafe Menu (Don Howat,2009) Catering to Malaysian tastes by offering a mix of drinks across different ranges and the new products add to the companys product portfolio of these ranges. (Don Howat,2009) See an increase in coffee consumption in Malaysia. (Don Howat,2009) Hope to change the perception that coffee is bad for health and educate consumer on the goodness of antioxidants contained in coffee. (Don Howat,2009) 2nd years objective (and long term objective) Improving current portfolio to ensure the products has more nutritious without affecting the taste (for example, less sugar, salt and fats). (Nestle, 2008) Maximise the use of good quality local raw materials. (Nestle, 2010) Creating and increasing consumers awareness on nutritional labelling, food safety and consumer rights to safe and quality food. (Nestle, 2008) Guarantee that all products manufactured, imported and distributed by Nestlà © Malaysia are certified HALAL by authorised Islamic certification bodies. (Nestle, 2010) Produce and sell world-class products of the highest consistent quality, reliability and convenience based on business excellence principles throughout our operations.(Nestle, 2010) Marketing Strategies Nescafe Menu utilizing the multiple segmentation bases which included of geographic, behaviour, and demographic segmentation. NESCAFÉMENUs Segmentation for Consumer Market Geographic Country Malaysia Country religion Asia Demographic Age 12 ― 65+ Gender Male and female Family size 1―5+ Family life circle Single/ married (with or without children) Income Upper low and above Occupation Students, working adult, housewives retired Religion Muslim(mainly), Hindu Buddhist Race Malay, Chinese, Indian others Nationality Malaysian Behavioural Occasions Regular Benefits Quality and convenience User status Potential user and regular user User rates Medium use Loyalty Status Strong and absolute Readiness stage Interested, desirous and intention of buying Attitude toward product Positive Table 3: NESCAFÉMENUs Segmentation for Consumer Market Adapt from Major Segmentation Variable for consumer markets by Philip Kotler, Gary Armstrong (2010). Available at Principles of Marketing (13th edition) Chapter 7― Customer-Driven Marketing (Market Segmentation) page 217. Selective marketing (differentiated marketing) ― market-coverage strategy in which a firm decides to target several market segments with separated offers (Philip Kotler, Gary Armstrong 2010). Nestle as leader of global food market applied selective targeting by differentiated their products to numbers of categories that means to target different customer. Categories of product Example of product Targeted customer (in general) ÃÅ" Coffee and Beverage ÃÅ" Nescafe / Milo ÃÅ" All range ÃÅ" Culinary Aids/ Prepared Foods ÃÅ" Maggi ÃÅ" Household, mainly teenager and university students. ÃÅ" Milks ÃÅ" Nespray/ Nesvita ÃÅ" Household ÃÅ" Liquid Drinks ÃÅ" Perrier ÃÅ" Upper middle range ÃÅ" Junior Foods ÃÅ" Nestle Baby Cereals ÃÅ" Parents with baby ÃÅ" Breakfast Cereals ÃÅ" Nestle Breakfast Cereals ÃÅ" Parents with children ÃÅ" Chilled Diary ÃÅ" Nestle Bliss/ Nespray Yogurt ÃÅ" Household ÃÅ" Ice-cream ÃÅ" Nestle ice cream / Drumstick ÃÅ" Parents with children ÃÅ" Chocolate and Confectionery ÃÅ" Kit-Kat / Smarties / Milkybar ÃÅ" All range ÃÅ" Healthcare Nutrition ÃÅ" Nutren Optimum / Fibre / Junior ÃÅ" Household ÃÅ" Performance Nutrition ÃÅ" POWERBAR Performance / Gel ÃÅ" Student working adult ÃÅ" Nestle Professional ÃÅ" Nestle Professional ÃÅ" Medium/ large Companies Table 3: Nestlà ©s products, brand name and their targeted customer. Adapted From Nestle in your life, our brands (Nestle, 2010) From http://www.nestle.com.my/Nestle+In+Your+Life/Our+Brands.htm Nescafe is a convenience product type of consumer product that consumers usually buy frequently, immediately, and with a minimum of comparison and buying effort. Normally low priced and marketers place them in many locations to make them readily available when customers need them (Philip Kotler and Gary Armstrong, 2010). (a) Pricing Strategies Major base pricing strategies à ® Value-based pricing [Everyday low pricing (EDLP)]  § Set reasonably low price but still offer high quality products and adequate customer services. Prices are not the highest in the market nor are the lowest, consistent with the benefits and costs associated with acquiring the product.(O.C. Ferrell Michael D. Hartline, 2008)  § For instant, Nestle(M) re-launched the everyday low price Nestle branded range of Take-Home Tubs with Hi calcium, in line with the Nestle corporate wellness initiatives, to further strengthen the leadership position in the affordable segment. (Nestle, 2008) à ® Competitive Matching Pricing strategy focuses on matching competitors prices and price changes. Although some firms may charge slightly more or slightly less, these firms set prices at what most consider to be the ‘going rate for the industry(O.C. Ferrell Michael D. Hartline, 2008). Nestle set the Nescafe Menu according to the ‘going rate whereby market the 15-pack bags at the recommended retail prices of RM12.90 which is almost the same with the Old Towns white coffee (RM12.90) Strategies for adjusting à ® Promotion discounting Virtually all firms, even those using value-based pricing, will occasionally run special promotions or sales to attract customers and create excitement (O.C. Ferrell Michael D. Hartline, 2008). Nestle uses this strategy to attract new and old customer and increase their sales during promotion. à ® Reference pricing Firms use reference pricing when they compare the actual selling price to an internal or external reference price. All customer use internal reference prices or the internal expectation for what a product should cost. As consumers, our experiences have given us a reasonable expectation of how much to pay for the product (O.C. Ferrell Michael D. Hartline, 2008). A pack of 15 pack-bags coffee cost above RM7.90 above and at the average price of RM11.50 to RM13.50 thus consumer expectation price also will be around that ‘reference price. (b) Product Strategies The launched of New Nescafe Menu is using product line extensions strategy by adding new flavours of coffee to Nescafe brand. These products supplement an existing product line with new styles, models, features or flavour and it allow the firm to keep its product fresh and exciting with minimal development cost and risk of market failure (O.C. Ferrell Michael D. Hartline, 2008). Product Strategies Branding strategy * Line extensions à ® It occurs when a company extends existing brand names to new forms, colours, sizes, ingredients, or flavours of an existing product category. (Philip Kotler and Gary Armstrong, 2010) à ® In this scenario, Nescafe introduce the new Nescafe menu by proving three new flavour of coffee to meet consumer variety. Packing and labelling * Nescafe Menu used a simple design by implements the photo of beverages in the packing and picks the colour to suit the beverages. * A big and clear brand name is spot in the top of the packing. * 15-pack bags at the recommended retail prices of RM12.90 * Nescafe also provide 3 flavour in a box of 6-pack bags for consumer who want to have a try for all the flavour. Customer Support Service * According to O.C. Ferrell Michael D. Hartline (2008), a firm may have difficulty differentiating its products when all products in a market have essentially the same quality, features, or benefits. In such cases, providing good customer support ― both before and after the sale helps in identifying and defining consumer needs. * Nestle provides the toll-free customer service line (1800 88 3433) in order to help them to know more about consumers needs and strengthen the current position. Product Life Cycle ― Nescafe Introduction stage i. Attracting customer by raising awareness of and interest in the product offering though advertising, public relation and publicity efforts that connect key product benefits to customers needs and wants (O.C. Ferrell Michael D. Hartline, 2008). First, Nestle make the official launch for new product included Press conference then advertising their product through newspaper, radio and television. ii. Inducing customer to try and buy the product through the use of various sale tools and pricing activities (O.C. Ferrell Michael D. Hartline, 2008). Nestle conducts free testing section, gives free samples to customer at hypermarket and offers their product in cheaper price during the promotion of new launched product. iii. Furthermore, Nestle ensure there is high availability and visibility of the product through trade promotion activities that encourage channel (hypermarket, convenient store and etc) to stock and support the product (O.C. Ferrell Michael D. Hartline, 2008). Growth stage i. Nescafe has a strong branding, high quality with reasonable price to secure their market position. ii. Utilize advertising to stress the products benefits for target customer (O.C. Ferrell Michael D. Hartline, 2008). iii. Maintain and control over product quality to ensure customer satisfaction (O.C. Ferrell Michael D. Hartline, 2008). For example, Nestle collect the customers feedback through their customer service line and email. iv. Contact with key channel especially retailers to get a better shelf space that easily catch customers eyes. Maturity stage i. Nescafe manage to hold the 70% market share of the Malaysian market share with its soluble coffee ranges (Don Howat, 2009) ii. Nestle able to create cash flow and invest it for new products or technology to improve their companys portfolio. iii. At this stage, Nescafe also develop a new product image and apply the new technology to their products. (c) Distribution strategy Nestle uses the indirect marketing channel with intensive distribution that makes a product available in the maximum number of merchants or outlets in each area to gain as much exposure and as many sales opportunity as possible (O.C. Ferrell Michael D. Hartline, 2008). Multiple customer-marketing channel Adapted from Business (tenth edition)by William M. Pride, Robert J. Hughes, Jack R. Kapoor, 2009. Available at http://books.google.com.my/books?id=zb0cItqvLJUCpg=PT427dq=customer+marketing+channelhl=enei=PNa4S6_3I4SyrAfPpfXDCgsa=Xoi=book_resultct=resultresnum=7ved=0CFMQ6AEwBg#v=onepageq=customer%20marketing%20channelf=false Nestlà © as the producer keep the product in their national distribution centre which is used as the main logistic function ― warehouse. Next, wholesaler represent hypermarket that gets the products for the agent (sales office) and then sell it to retailer and customer. (d) Promotion strategy Nestle applied the promotion mix as the promotion strategies. Nescafe use product advertising to promote the image, features, uses, benefits, and distribution of products (O.C. Ferrell Michael D. Hartline, 2008). They present their advertising through television, radio, magazines, newspapers, outdoor display and the internet. Thus, consumers can have a look of the physical evidence of the product. Public relations can be referring to the process in the 7Ps of the marketing mix. It used to promote the firms, its people, its ideas, and its image and even to create an internal shared understanding among employees and can create specific images such as quality, innovativeness, value, or concern for social issues (O.C. Ferrell Michael D. Hartline, 2008). Nestle uses different methods such as press conferences, press releases and event sponsorship. For instant, Nescafe organizes press conferences and releases official press to announce the launch of the Nescafe Menu. Personal selling refers to personal presentation by the firms sales force for the purpose of making sales and building customer relationships. Sales people (as one of the 7Ps of marketing mix) will carry out the communication that attempts to inform customers about products and persuade them to purchase those products. Nestle uses the 6 sales offices and their employees to sell their products. Sales promotion direct towards consumers and trade is applied. Nestle gives sale promotion by giving out samples, point-of-purchase promotion and contests. For example, Nestle promotes different contests for their product seasonally to create excitement for consumers and increase the sales. Moreover, they offer trade allowance and selling incentives offered to an intermediarys sales force. Conclusion and recommendations In conclusion, Nestle group is a strong financial corporate and Nestle Malaysia is a Multinational company that have a bright future in exporting Halal product to more countries out of Asia. The ‘born of the new Nescafe Menu means a revolution of Nescafe beverages by offers local-styled coffee according to consumers needs. Furthermore, I discovered that Nestle do not have a brand that offers tea beverages as new line of product and attract non-coffee drinker to be Nestlà ©s consumer. Moreover, Nescafe ought to provide all their beverages in can so that it easy to carry to everywhere and enjoy it at anytime. As the awareness of health issues is rising rapidly in Malaysia, Nestle should provides their product with low sugar range or replace it with sugar cane which is more healthier compare to fine sugar. Lastly, Nestle should re-design their logo, label and packing as it rated as less attractive compare to its competitor. As the fast-development of multimedia, Nestle should fully utilize it in their packing and advertisement to suit the new generation. Reference Books and e-books Principle of Marketing 13th edition by Philips Kotler Gary Armstrong, 2010. United State of America, Pearson Prentice Hall. Marketing Strategy (global edition) 4th edition by O.C Farrell Michael D. Hartline ,2008. United State of America, Thomas South-Western. Business (tenth edition)by William M. Pride, Robert J. Hughes, Jack R. Kapoor, 2009. (Online) Available at http://books.google.com.my/books?id=zb0cItqvLJUCpg=PT427dq=customer+marketing+channelhl=enei=PNa4S6_3I4SyrAfPpfXDCgsa=Xoi=book_resultct=resultresnum=7ved=0CFMQ6AEwBg#v=onepageq=customer%20marketing%20channelf=false [accessed at 20th March 2010] Introduction to marketing conceptsBy Graeme Drummond, John Ensor, fifth edition

A Comparison of Camaraderie in Grapes of Wrath and Of Mice and Men Essa

Camaraderie in The Grapes of Wrath and Of Mice and Men      Ã‚  Ã‚   The Grapes of Wrath and Of Mice and Men, two novels published concurrently by John Steinbeck, both depict camaraderie between dust bowl migrants. The main characters in Of Mice and Men, George and Lennie, form a bond, while struggling to reach their goal, a small farm. Similarly, Jim Casy of The Grapes of Wrath befriends Tom Joad, a friendship eventually uplifting the whole migrant community. Outwardly, the two relationships may seem to parallel each other. In reality, these alliances differ greatly. Consequently, in Of Mice and Men, friendship leads to destruction, in The Grapes of Wrath, salvation. Starkly contrasting George and Lennie's relationship in Of Mice and Men to Tom and Jim Casy's in The Grapes of Wrath, Steinbeck unquestionably shows that camaraderie decides an individual's fate.    To begin, George and Lennie interact quite differently from Tom and Casy; the former share a master-slave relationship, while the latter, a more equal relationship. For instance, George orders Lennie to â€Å"say nothing†(6), upon reaching the ranch where they will work, fearing that if â€Å"[the boss] finds out what a crazy bastard [Lennie is], [they] won't get no job†(6). Lennie obeys. Later on, when Lennie innocently calls Curley's wife, the flirtatious daughter-in-law of the ranch owner, â€Å"purty†(32), George fiercely admonishes Lennie to not â€Å"even look at that bitch†(32), once again demonstrating a master-slave relationship. In contrast, Tom and Casy, engage in an equal relationship; in fact, Tom candidly tells Casy, a one-time preacher, now philosopher, his opinion of Casy's philosophy, throughout The Grapes of Wrath. For example, when Casy explains to Tom his idea that ... ...es in Tom and Lennie, respectively. However, Tom changes from a hedonistic individual to a martyr for the â€Å"Okie†(280) peoples; contrastingly, George affects a negative change is Lennie. Lennie, who has some degree of free will initially, becomes completely dependent upon George. In both cases, the old adage, â€Å"Beware of the company you keep† holds true, for the company the characters keep eventually transforms them for the better or for the worse.    Works Cited Owens, Louis. "Of Mice and Men: The Dream of Commitment." Modern Critical Views on John Steinbeck. Ed. Harold Bloom. New York: Chelsea House Publishers, 1987. 145 - 149. Steinbeck, John. Of Mice and Men. New York: Penguin Group, 1993. Steinbeck, John. The Grapes of Wrath. New York: Penguin, 1992. DeMott, Robert. "Introduction". The Grapes of Wrath. New York: Penguin, 1992: vii-xliv.    A Comparison of Camaraderie in Grapes of Wrath and Of Mice and Men Essa Camaraderie in The Grapes of Wrath and Of Mice and Men      Ã‚  Ã‚   The Grapes of Wrath and Of Mice and Men, two novels published concurrently by John Steinbeck, both depict camaraderie between dust bowl migrants. The main characters in Of Mice and Men, George and Lennie, form a bond, while struggling to reach their goal, a small farm. Similarly, Jim Casy of The Grapes of Wrath befriends Tom Joad, a friendship eventually uplifting the whole migrant community. Outwardly, the two relationships may seem to parallel each other. In reality, these alliances differ greatly. Consequently, in Of Mice and Men, friendship leads to destruction, in The Grapes of Wrath, salvation. Starkly contrasting George and Lennie's relationship in Of Mice and Men to Tom and Jim Casy's in The Grapes of Wrath, Steinbeck unquestionably shows that camaraderie decides an individual's fate.    To begin, George and Lennie interact quite differently from Tom and Casy; the former share a master-slave relationship, while the latter, a more equal relationship. For instance, George orders Lennie to â€Å"say nothing†(6), upon reaching the ranch where they will work, fearing that if â€Å"[the boss] finds out what a crazy bastard [Lennie is], [they] won't get no job†(6). Lennie obeys. Later on, when Lennie innocently calls Curley's wife, the flirtatious daughter-in-law of the ranch owner, â€Å"purty†(32), George fiercely admonishes Lennie to not â€Å"even look at that bitch†(32), once again demonstrating a master-slave relationship. In contrast, Tom and Casy, engage in an equal relationship; in fact, Tom candidly tells Casy, a one-time preacher, now philosopher, his opinion of Casy's philosophy, throughout The Grapes of Wrath. For example, when Casy explains to Tom his idea that ... ...es in Tom and Lennie, respectively. However, Tom changes from a hedonistic individual to a martyr for the â€Å"Okie†(280) peoples; contrastingly, George affects a negative change is Lennie. Lennie, who has some degree of free will initially, becomes completely dependent upon George. In both cases, the old adage, â€Å"Beware of the company you keep† holds true, for the company the characters keep eventually transforms them for the better or for the worse.    Works Cited Owens, Louis. "Of Mice and Men: The Dream of Commitment." Modern Critical Views on John Steinbeck. Ed. Harold Bloom. New York: Chelsea House Publishers, 1987. 145 - 149. Steinbeck, John. Of Mice and Men. New York: Penguin Group, 1993. Steinbeck, John. The Grapes of Wrath. New York: Penguin, 1992. DeMott, Robert. "Introduction". The Grapes of Wrath. New York: Penguin, 1992: vii-xliv.   

Andean/Incan People :: essays research papers

The Andean/Incan people The Andean/Incan people lived in the vast majority of the Andean Mountain ranges of Peru. They were mainly polytheistic and believed it was a series of gods who were responsible for providing the rain, maize, sun, etc. that was needed for daily survival.   Ã‚  Ã‚  Ã‚  Ã‚  Viracocha was the main and greatest god. He was held solely responsible for the creation of Earth, animals and man. He made men out of stone, replicated them and destroyed them according to his whim. Viracocha was considered he divine protector of the Incan rulers or â€Å"Incani’s†.   Ã‚  Ã‚  Ã‚  Ã‚  Inti, the Sun god was the head of the state cult whose worship was mandatory. Every year a special festival called Inti-Raymi was held in Inti’s and the suns honor. Animal sacrifices and ritual dances marked and were often the highlight of the celebration.   Ã‚  Ã‚  Ã‚  Ã‚  Daily prayers were addressed to Apu Illapu, the rain giver, who was responsible for sustaining the Incans food sources. His temples were set high on a mountain so in case there was a flood, the temple would not be destroyed. A flood signified Apu Illapu’s anger and meant a pilgrimage with human sacrifice was necessary to appease him.   Ã‚  Ã‚  Ã‚  Ã‚  Human sacrifice was not widely practices in the Incan religion as opposed to the Aztec religion where human sacrifices were the norm. Both the Incan and the Aztec believed that human sacrifice was a necessity to appease the gods. They felt there was no greater gift than giving your life to a god. Therefore, the sacrificial person as well as the god was honored. Festivals and daily prayers were often marked with dancing, singing and special prayers to the particular god of what they desired. Both fasting and feasting marked super special festivals.   Ã‚  Ã‚  Ã‚  Ã‚  Penitential rituals must be observed if a particular god is displeased. Murder as an act of war was not a punishable offense whereas murder as an act of vengeance was the gravest sin to be committed.   Ã‚  Ã‚  Ã‚  Ã‚  Birth, puberty, marriage and death were all times for special rituals and sacrifices. Therefore, the Andean people’s lives mainly revolved around their religion as, without the gods, they would have nothing. The Spaniards The Spanish conquerors and missionaries arrived upon the New World around 1492 but it took a few years for them to get acclimated to the people and area before they started the conversion of the natives. The Spaniards were staunch Christians and mainly Catholics, under the rule of the Spanish Catholic monarchy.

Machiavelli: Realism over Idealism

Luke Pelagio Due 5/27/2011 Period 4 Machiavelli: Realism Over Idealism Nicolo Machiavelli is known as being an archetypical realist; in other words, he was someone who originated the idea that we should not try to figure out how people should be, but rather accept and deal with the world as it literally is. Unlike Machiavelli, Plato posited an idealist view of a philosopher king reigning through virtue. To Machiavelli, this is an extremely dangerous delusion for it ignores what he considers the reality of the human condition: humans are brutal, selfish, and fickle (Machiavelli and Power Politics).You don’t need a philosopher king to secure off enemies and reinforce order/stability; on the other hand, you need a prince or a leader who understands what it takes to lead. It is better to be feared than loved if you can’t be both. â€Å"Nevertheless a prince ought to inspire fear in such a way that, if he does not win love, he avoids hated; because he can endure very well b eing feared whilst he not hated, which will always be as long as he abstains from the property of his citizens and subjects and from their women,† (Machiavelli, The Prince).Machiavelli applied force to get what he wanted, but he always kept his hands off the property of others. This is because men more quickly forget the death of their father than the loss of their patrimony (Machiavelli, The prince). In The Prince, Machiavelli demonstrates how to obtain and keep political power. This is what he did using witty tactics. 1 A prince must always pay diligent attention to military circumstances if he wants to reside in power, so the most desirable and beneficial type of army are native troops, composed of one’s own citizens or subjects.The prince has many characteristics that are crucial to his standing in a society such as: it is better to be stingy than generous, it is better to be cruel than merciful, it is better to break promises if keeping them would be against oneâ⠂¬â„¢s interests, and princes should choose wise advisors rather than flatterers. All these attributes are key to how well a Prince thrives (Public Bookshelf, The Prince). A prince must learn not to be limited to morality when unavoidable; a leader has to be able to use lies, force and deception if required in the world. Whether it is better to be feared or loved clearly addresses the reason for this.You can’t trust people, for they will turn on you. It is inevitable. Human nature means that doing what you must do at all costs according to any moral code simply puts you at a disadvantage. In addition, humans are generally under agreement to throw out such moral concerns if it is to their advantage. â€Å"Men have less scruple in offending one who is beloved than one who is feared, for love is preserved by the link of obligation which, owing to the baseness of men, is broken at every opportunity for their advantage; but fear preserves you by a dread of punishment which never fails,† (Machiavelli, The Prince).This quote perfectly demonstrates Machiavellian realism. First, it is a very opposing and adverse view on human nature. Second, it is realistic and logical. If, by any chance, you are a prince or a leader, and you do not understand the atrocious inherent in 2 men, you will fail. Those who are most ruthless will have power; this is just reality. â€Å"For my part I consider that it is better to be adventurous than cautious, because fortune is a woman, and if you wish to keep her under it is necessary to beat and ill-use her; and it is seen that she allows herself to be mastered by the adventurous rather than by those who go to work more coldly.She is, therefore, always, woman-like, a lover of young men, because they are less cautious, more violent, and with more audacity command her,† (Machiavelli, The Prince). Machiavelli politics is definitely aimed toward the masculine side. It is power and control, so fortune is feminine and more ana rchy. If not under control, it will be unstable and chaotic. His influence stretches far beyond Italy in the sixteenth century and lies with us today in how we think/understand the world of international relations.Everything I have read such as: ideas about Plato, Aristotle, Thomas Hobbes, and Nicolo Machiavelli are all extremely important to my knowledge and insight about political concepts/background. I believe that to be educated one must have familiar knowledge with those who have shaped today’s political society and government. Machiavelli’s ideas, in particular, are used everywhere today. One who has not been informed of Nicolo Machiavelli would be living in ignorance, for that individual would be clueless of how ideas today became what they are/how they are.When President Nixon organized the Watergate Scandal in 1973, the public had 3 no inclination that their leader was capable of such corrupt and unscrupulous means. Nixon, under the impression that his campaig n was vulnerable, manipulated for power in the only way he saw fitting, hoodwinking. Take a look at President Truman; he dropped a bomb on Hiroshima and Nagasaki reaching casualties of 120,000. According to him, survival of the United States was so admonished that the use of such insignificant means was necessary.Even President Obama has his faults. The ideas of hope were what we, the people, needed to hear. It would allow us to be optimistic, and contain a false sense of protection thinking that everything would work out. Barak Obama made many promises; he said everything that we would ever want to hear. However, none of his promises have come true. Maybe in extremely insufficient ways we are approaching the goals of what he promised. This is barely noticeable though. In conclusion, the tactics and ideas formed and created by Nicolo Machiavelli are ingenious.President Obama noticed that Machiavelli’s ideas â€Å"work,† and he used them to his advantage to help him bec ome the President of the United States of America. Lastly, I don’t think that I could live in a Machiavellian-ruled/based society. While the Prince or ruler thrives, the people are lied to and don’t have very much value. One thing is absolute, though: Machiavelli’s ideas can’t be ignored or discarded simply because we do not wish them to be true. We must accept the reality of everything, and do something positive for our country. 4

Kubler Ross Essay

After reading Kubler-Ross’s On Life after Death, I must say, it’s definitely opened my eyes to a new perspective, and made me realize, that I too, will leave this earth one day. Kubler-Ross was the first in her playing field to open up the subject matter of death. She was able to bring about her ways of ideas through her seminars on what life, death, and transition is. In her counseling of and research on dying patients, Kubler-Ross brings about five stages of dying that an individual experiences when they leave their cocoon. These five stages are denial/isolation, anger, bargaining, depression, and acceptance. I think many different individuals can benefit from reading this book, no matter who you are and no matter what your profession is. In this book, Kubler-Ross has mini chapters that are basically a discussion with patients and clients to express the key issues surrounding their illness, where some of the patients know they are certain they will die, and this is where Kubler-Ross exercises one to one therapy to assist throughout the process. A few different topics come up throughout the book about incurably sick patients, near death experiences, and incomplete business. I remember when my grandma passed away, prior to her dying, she’d been through several open heart surgeries, a leg amputation, Parkinson’s disease, and a tremendous amount of stress. Everyone in the family observed and just watched my grandma as she went through Kubler-Ross’s stages. Before something else would arise with my grandma, you can just tell she was in denial about whatever was next to happen. Everyone in the family was very down and out, especially my mom, and she was the strongest one and was the one to take care of my grandmas the most. But she would never let my grandma see her upset; she’d wait until she got home before she cried. Kubler-Ross mentions that it is usually a temporary guard and will eventually be able to reach the stage of acceptance (p. 21). Kubler-Ross points out that when you are angry, it can’t really be sugar coated. And when you have an upset or angry individual in a family, it will make its rounds and the mood will just linger amongst those that are there. During this time it’s important to be very liberal to the way others feel. The process of being open-minded to others will aid in expressing the wishes of the dying patient. I now understand that in more cases than not, the rationale for dying is connected with bargaining for more time. Bargaining, which is one of Kubler-Ross’s (5) stages, is when the individual thinks that if they would have done something differently, God would have given him/her more time to live. I feel we can learn a lot from this section in our day-to-day lives. We all ask ourselves if only and if we are struck with an illness, would we fight for the time we have and try to make it worthwhile. If we did not live with such suffering, like my grandmother had, we may lead different lives. The ways each person individually lives him/her life may be focused on materialistic values or it can be of faith in who we are and faith in God. I do believe that when any individual comes into contact with going through someone passing, it’s ok to be upset, and it’s expected for one to suffer from a heightened state of depression. As human beings, we can make a decision to let that depression take charge of us, or we can choose to accept death. To resolve most conflicts in our lives when we are dying is when we are able to accept the unavoidable events that transpire. It’s very important to be able to come to some terms of agreement with events that happen in our lives not just when death occurs, but also in our day to day lives in this world. If nothing is absorbed in one’s mind after reading these short essays in this book, you will learn to take what each day brings as a new day starts, and to live for the moment. My mom always tells me to not take things for granite, be grateful, because we never know when it’s our time to go, and that God brought us into this world, and he can take you out. I think this book mentions several personal stories, which is a good thing because whoever is reading the book has the ability to identify with the experiences. The book gives you an opportunity to become stronger reading about others experiences as you go through unforeseen events in your own life. One example from the book is the mother whose husband left her with the needy children, and she struggled with the word â€Å"retarded†, and tried to understand the purpose of having a child that was like a vegetable. She goes through several stages with God, and then finds a true meaning to have the child. She identifies herself with her child and talks to her godmother, and she writes a poem, titled â€Å"To My Godmother† (p. 23). The poems express the mother’s feelings of acceptance and her will to continue with her life even though she had a very needy child. An individual that is experiencing similar experiences may read this book and feel comforted in reading the poem, knowing that if someone else could show such strength and hope during hardship then they can as well. These readings clearly can be therapeutic to clients who are  experiencing and dealing with these issues in their own lives. However, this book presents a weakness in that Kubler-Ross can at times display a mixed tone that may come across as her showing more empathy in one story and more clinical in others. I think this book can be woven into psychotherapy a few different ways. The therapist could implement different parts of the book as reflection exercises for clients. Some experiences shared in this book can help clients gain insight into their feelings as they face dying either themselves or through some else’s experience. As mentioned previously, this book will have you taking one day at a time, and dealing with what each day brings as it comes. Kubler-Ross was an innovator in her field and opened the doors to communicating about death. I learned that death is a process and mostly filled with grief, and when loved ones are suffering from an illness, or whatever the case may be, we need to be aware of Kubler-Ross’s five stages as the individual goes through them, and think about how it is going to have an effect on us in the process.