Black History Essay

â€Å"The events which transpired five thousand years ago; Five years ago or five minutes ago, have determined what will happen five minutes from now; five years from now or five thousand years from now. All history is a current event† (John Henrik Clarke). These were the words of the awe inspiring pan African American writer, professor, and historian John Henrik Clarke. Being that of a well self-educated intellectual, John Henrik Clarke argued for the power of black history as well as of its importance. During Clarke’s time, January 1, 1915 to July 16, 1998, he became a very respected historian for his push for the importance of Africana Studies. The African American community saw him as an influential powerhouse as he portrayed and pioneered the formation of Africana studies in the United States. Many argued that African and African American history was not worthy of being studied but Clarke had his morals set otherwise. His role as an activist drove him to challenge academic historians to alter the way African and African American history was taught and seen throughout the U. S. Though some would dismiss his views and denounce the importance of the black community, he fought back illuminating the biases Eurocentric views has upon our society in the U. S. Clarke was a role model to many afroncentric views because of his leadership in redressing racist suppressions among African and African American history that was taught by traditional scholars. John Henrik Clarke’s accomplishments were great motivations for the advancement of black empowerment with the United States nation. In the film describing the life of Ida B. Wells, â€Å"A Passion for Justice†, Wells was also a teacher in the empowerment of the African culture. Her commonalities with that of John Henrik Clarke’s were one in the same. Both scholars sought for the equality of African American’s through history in a Eurocentric based nation. Wells had power in the press, and was formally known as the â€Å"Princess of the Press†. She had the power to change the ideals and views that African’s and white people had to a more afrocentric based thought. Her journal entries and news articles inspired many African American’s to leave the south and start boycotting for their rights as citizens. Both John Henrik Clarke and Ida B. Wells had one major thing in common, the power of the pen. Both leaders in the Black Power Movement, these two writers knew they could enrich the black culture by validating to them their history, and the way they are treated in society. Wells and Clarke wanted to show their fellow African American’s that they should not be afraid of the nation they live in, and that they should be treated with respect and equality. At one point during her tenure, Wells was forcefully asked to get off a train that she was on. She fought the racism by taking a stand and declining the man’s command. The case was taken to court and although the court was in favor of the white man, Wells exhibited true courage to fight against racist demands. Wells deeds formed her into a role model and praised icon; African American’s started to see how unfairly they are treated and began listening to Wells words of encouragement for the power of the Black culture in the U. S. Likewise, Clarke’s action to form black power through teaching history was also an inspiration to fight for their rights. Another film, â€Å"The Spirit of Allensworth†, was a focus on Lietenant Colonel Allen Allensworth. Allensworth was a very influential African American man who initially was a man born into slavery. His drive to become something rather then a slave pushed him to escape and educate himself illegally. He was then able to join the army and prove that African Americans are worthy of this nation and showed the black culture that their race can furthermore aid to the success of the United States. Just like Clarke’s push for black empowerment, Allensworth wanted to uplift the African American spirits and bring equality. Through this, Allensworth was able to create and establish the town of Allensworth, of course named after himself. Clarke and Allensworth both supported the study of the black culture and had similarities in being the founders of black empowerment. In the book â€Å"Black Women in White America†, by Greta Lerner, Lerner portrays various incidents and situations that mainly black African American women had had to go through in this white based nation. One quote expressed that â€Å"In black women’s liberation we don’t want to be equal with men, just like in black liberation we’re not fighting to be equal with the white man. We’re fighting for the right to be different and not be punished for it. Equal means sameness†, (Black Women in White America, pg. 608). This quote furthermore exhibits that the injustice that black women must tolerate is not just a matter of becoming equal with men and whites, but a symbol of being who we are, and ultimately being accepted for it. It is a portrayal of proving that each and every person is different and not the same, yet in order to live and prosper, we must have different qualities and talents that help our nation thrive. Going back to John Henrik Clarke’s notion, all he wanted was to display how that from learning from our past helps to embellish our American will and culture altogether. By learning history from all different cultures pasts, this can, in the future, help our nation become more advanced. But in turn, there are always those people who do not want to accept others for being different then themselves. Many African American’s, â€Å"Used to think that there was hope, that maybe black and white people together could solve all the problems. But I the recent years I learned it is not true†¦ I think that black people now have to go back to what I call the Reconstruction days in order that black people will be able to stand in dignity and freedom. Because there is no way for the son of a slave to stand up to a son of a master and be two people together- because the psychological position of both parties is still that one is slave and one is master. And it does not change. Black people have to get freedom for themselves; it cannot be given to them† (Black Women in White America, pg.555). As one can see, Clarke’s incentives are expressed throughout this quote. Because some cannot see past one’s ‘book cover’, then others must prove their worth to become accepted. It is not fair to the black culture but if African’s do not step up to the plate and claim their rights, their power will just then be pushed further back. John Henrik Clarke fought for black empowerment, and his accomplishments are an inspiration too many African American’s to take a positive step forward in black power advancement. The book â€Å"From Slavery to Freedom†, by John Hope Franklin, acknowledges â€Å"The treatment of black troops throughout the war reflected how entrapped African Americans were in a Jim Crow society, no matter how vital or brave their service†¦ Blacks were subjected to racial insults†¦ African American soldiers vigorously protested these and other insults to their officers and, through letters to newspapers, to the American public†¦ Most exercised restraint, however, enduring insults and mistreatment in the belief that by demonstrating an indifference to racism, as well as by showing their patriotism, they would strengthen their race’s claims to equal treatment† (From Slavery to Freedom, pg. 331). This relates to Clarke’s approach towards seeking a positive change in the African American society within the United States. Blacks, no matter how good their deeds were, were still subjected to racial insults. The quality of black troops aiding in the American infantry portrays progressing black empowerment within the American culture. By stepping forth, like John Henrik Clarke, and proving their worth, these black soldiers become role models to other blacks and every other race as well to show how through toil and suffrage, they were still helpful in their nation’s success. African American’s were very prominent in the military and, â€Å"Performed all kinds of services in the union army. Organized into raiding parties, they were sent through Confederate lines to destroy fortifications and supplies. Since they knew southern country sides better than most white soldiers and could pass themselves off as slaves, they were extensively used as spies and scouts. White officers relied upon information secured by black spies† (From Slavery to Freedom, pg. 239). Without the help from black soldiers, the confederate army would have had the upper hand in the south. The former slaves knowledge from their past, helped to defeat enemy lines and furthermore help out the north’s prosperity. Because of the assistant from the former African American slaves, their freedom the south and cultural empowerment was escalated. This kind of knowledge helped to determine Clarke’s way of proving African American’s value in their past history. The text by Lawrence Graham, â€Å"Our Kind of People†, engages in the more privileged black community in the U. S. â€Å"Free blacks in the South were generally required to carry papers proving that they were not slaves and were required to register annually in their counties, listing their white guardians. However they were permitted to work for money and to own property, thus creating the first opportunity for blacks to establish their families with some moderate wealth† (Our Kind of People, pg. 8). This furthermore exemplifies the push that former slaves had strived towards in order to gain freedom and obtain financial support for themselves. Though starting at the bottom with nothing, newly freed African Americans were able to establish themselves and their families by working. Like stated before, becoming equal with the whites was not going to come easy or fair, but with work and help from each other, progressing towards African cultural empowerment was going to be inevitable. â€Å"When slaves were brought to Washington, a large concentration of them lived and worked in the Georgetown area. From there, they built roads and erected many of the government buildings and monuments. In the 1790s, Benjamin Banneker, a free black man, surveyed the city and designed the grid for the city’s main avenues and streets† (Our Kind of People, pg. 219). Washington is of much importance to our country, and without the contributions of the freed slaves, many of the nation’s government’s buildings and roads would have not been built during that time. In turn, this also exemplifies the impact even one African American had upon society. Just like everyone else or ever a white person, it was a black man that helped to design the basis of the city’s mainframe. Again, with the knowledge and help from African American history, in the eyes of John Henrik Clarke, more good to this nation is preformed. Though African Americans fought their way to freedom, â€Å"Their incomes, however substantial, and status, however high ranking, did not shield them from the ugly sting of racism, which is likely to never be completely rooted out in this country† (Jason Donovan). As much as racism is a terrible factor to have upon our society, their will always be those who will not let it go; and as black empowerment keeps progressing forward, the American culture will soon phase it out. Looking back in history, â€Å"We as a people, African-American’s, continue to strive and overcome the struggle. With our multicultural race; what you see is not always who we are†¦ You may see an African-American man, woman, boy or girl; each may have a different complexion on their exterior but their image does not define who they are† (Monique Washington). Many are so preoccupied with the color of skin and one’s appearance that they are all blinded by what good everyone is capable of doing. John Henrik Clarke’s aim for African American knowledge is not necessarily just to learn about African’s, but to teach of how many black American’s helped to contribute to America’s good fortune and personality. America is mixed with every kind of culture and without the history of blacks; our nation would not be where it would be today. â€Å"After decades of silently enduring second-class citizenship, blacks in the late 1940s and early 1950s began to challenge the injustices they faced on a daily basis. Although segregation in public facilities other than schools was rarely questioned during this time period, blacks were slowly gaining the resolve to finally stand up to Jim Crow† (Lisa Cozzens). It is a never ending sequence of fighting racism, prejudice, and inequality, but validates that in time, black empowerment will not be overlooked by America anymore. Just like how John Henrik Clarke stood up for the knowledge of African American studies, It was crucial for blacks to stand up to the unfair laws of Jim Crow. By fighting these laws, this gave a passageway to show power and courage in the black community, and that the unjustified rules of society can be overpowered by what is morally right. It is exclaimed that, â€Å"For too many years, black Americans marched and had their heads broken and got shot. They were saying to the country, â€Å"Look, you guys are supposed to be nice guys and we are only going to do what we are supposed to do—why do you beat us up, why don’t you give us what we ask, why don’t you straighten yourselves out? † After years of this, we are at almost the same point—because we demonstrated from a position of weakness. We cannot be expected any longer to march and have our heads broken in order to say to whites: come on, you’re nice guys. For you are not nice guys. We have found you out† (Stokely Carmichael: Black Power). This overall implies the injustice that early whites had put upon the black culture, and the fight back to show strength and not weakness. African’s and African American’s alike had taken so much intolerable pain in the past, and is finally standing up to unfair discrimination. It was implied for the longest time that what the white man was doing was right, but have been found out that their actions were in favor of supporting their own benefits, especially that of the southern states. The slavery exhibited through the southern states were awful and inhuman like, but, â€Å"Despite overall harsh conditions and the absence of freedom, slaves were not just powerless victims of their owners and the slave system†¦ though their lives were circumscribed in many significant ways, they sought to make the best of their circumstances. They succeeded to a remarkable extent, a testimonial to the endurance of the human spirit† (Pre-Civil War African American Slavery). Black empowerment and the spirits of their ancestors were never fully crushed. Even through the torture seen throughout the history of slavery, there was never giving up hope that one day life would get better for blacks, and initially everyone in the nation. As it comes closer to the future, black empowerment still continues to advance in culture, race, history, and throughout the American society, but only if African American keep pushing for their rights. â€Å"Blacks were told that it was up to them to improve their lives. Black Power advocates encouraged blacks to form or join all-black political parties that could provide a formidable power base and offer a foundation for real socioeconomic progress† (Black Power Movement). The Black Power movement instilled a sense of racial pride and self-esteem in blacks. Black empowerment will not advance unless people like John Henrik Clarke stand up and portray their knowledge and integrity. John Henrik Clarke’s main incentive was to merely educate the world about African history and how everything that happened in the past will always affect our nation and how we all live today. It is seen through the past all the injustice that blacks suffered through and endured and that in order for that to change, African American pride must step up to the plate and obtain its place in society. African American’s were first brought here to be used and abused, but in turn have helped the advancement of the America itself as well as its culture. It is only right that blacks have a right to power within the nation as well as within themselves. Works Cited â€Å"Black Power Movement – Blacks, Rights, Whites, Civil, White, and Racial. † Web. 27 Nov. 2010. . Cozzens, Lisa. â€Å"Early Civil Rights Struggles: Introduction. † Www. watson. org. 29 June 1998. Web. 27 Nov. 2010. . Donovan, Jason. â€Å"Idlewild: A ‘Black Eden’ for African Americans. † Michigan Chronicle 13 Oct. 2010: 1-2. ProQuest. Web. 27 Nov. 2010. . Franklin, John Hope, and Alfred A. Moss. â€Å"Chapter 11/Civil War. † From Slavery to Freedom: a History of African Americans. 8th ed. New York: Alfred A. Knopf, 2000. 239. Franklin, John Hope, and Alfred A. Moss. â€Å"Chapter 15/The Color Line. † From Slavery to Freedom: a History of African Americans. 8th ed. New York: Alfred A. Knopf, 2000. 331. Graham, Lawrence O. â€Å"Chapter 1/The Origins of the Black Upper Class. † Our Kind of People: inside America’s Black Upper Class. New York: HarperCollins, 1999. 8. Graham, Lawrence O. â€Å"Chapter 10/Black Elite in Washington, D. C. † Our Kind of People: inside America’s Black Upper Class. New York: HarperCollins, 1999. 219. Lerner, Gerda. â€Å"Chapter 9/Race Pride, The Only Thing You Can Aspire to Is Nationhood. † Black Women in White America; a Documentary History. New York: Pantheon, 1972. 555. Lerner, Gerda. â€Å"Chapter 10/Black Women Speak of Womanhood, I Want the Right to Be Black and Me. † Black Women in White America; a Documentary History. New York: Pantheon, 1972. 608. â€Å"Pre-Civil War African American Slavery. † National Expansion and Reform, 1815-1880. 26 Sept. 2002. Web. 27 Nov. 2010. . â€Å"Stokely Carmichael: Black Power (1966). † Encyclop? dia Britannica. New York Review of Books, 22 Sept. 1966. Web. 27 Nov. 2010. . Washington, Monique. â€Å"Changing History Is Changing Minds. † Los Angeles Sentinel.

Case Study Assessment of Angling Experience

Case Study Assessment of Angling Experience Question 1: Define and discuss using relevant example from the case, the special characteristics of services that distinguish them from tangible products. Services are one type of products with several special characteristics which are really different with tangible products. The major special features of services are more intangibility, heterogeneity, inseparability, and perishability. Those characteristics are also reflected in John’s case. 1. 1 IntangibilityCompare with the tangible products’ tangibility, the main characteristic of services is intangibility which was shown through a set of actions. Intangibility characteristic of service describes that services cannot be seen, felt, tasted, or touched thus one cannot display or store the service. However, it is usually felt by tangible goods or physical evidence. Moreover, service cannot be inventoried, easily patented, and easily displayed or communicated. From Johnâ€℠¢s case, John gives his customers guide of fishing and a series of fishing itinerary.These all are the intangible things to anglers. It cannot be touched, felt, or seen by his customers. However, his customers enjoyed their tours and gain fishes after his guiding. Thus, this can be said that customers got John’s services. Compared with his services business, John used to be selling the tangible goods, either the rods, artificial flies or oilskins the department sold are tangible. Moreover, because of the intangibility, pricing John’s services is difficult. Compared with physical goods, pricing services are not easy. Same tangible goods also sold with a same price.In this case, the two couples got different price after serviced. It seems that they gained a same series of services, but the feelings and appraisals are different. 1. 2 Heterogeneity Heterogeneity concerns the potential for high variability in the performance of services (Bitner et al. , 2009). Contrast to s ervice, tangible goods is standardization. Most of a type of physical goods is produced by one product line. There are no major differences among each one of them. However, like two leaves, there are not two same services processes.Providers’ performances are not same every time, and the customers’ requirements are not same too. In detail, service delivery and customer satisfaction depend on employee and customer action, and also some uncontrollable factors. In our case, when John worked in the fishing department, he wondered at how each piece of fishing equipment in a product line varied so little. It shows that tangible products are standardization. However, then, John provided services to two couples, and got the distinct result. First couple was very satisfaction, and second couple was unhappy, though John was same hard working.The different based knowledge, objectives and nature conditions determines the different results. The first couple have a good knowledge an d experience of fishing, they enjoy in fishing. However, the second couple was the fist time fishing and their purpose was to relax and see the country. Moreover, the weather was great during the first time, but worst during the second time. Those factitious and uncontrollable elements influenced John’s two services processes. 1. 3 Inseparability Inseparability of production and consumption involves the simultaneous production and consumption which characterizes most services.Compare with goods are first produced, then purchased, and then consumed, services are first booked, then produced and consumed simultaneously (Carmen & Langeard, 1980). It seems like that customers and employees affect each other. In this case, we can know that because of the high degree of adaptability of the first couple, John interact well with them. However, another two anglers gained the unsatisfied service because of their bad communication. All customers and employees even the partial customers p lay an important role in whole process because services’ inseparability.Furthermore, because of this feature of services, mass production is difficult. The production and consumption are simultaneous. Hence, John lost a group of anglers in December due to he cannot service two groups in a same time. 1. 4 Perishability The final characteristic of service is perishable. Tangible goods could be stocked, contrast by services cannot be saved, stores, resold or returned (Valarie & Dwayne, 2009). In this case, John used to promoted department’s inventory system and just keep the rod that can be sold later. It shows that physical goods can be stored. However, John can not saved his services and provide it later.So, he lost a group of customers in December. Hence, the service is very different with the tangible goods. By these characteristics, some problems are discussed next question. Question 2: Explain, using examples how the problems stemming from the special characteristic s of services are impacting on John’s guiding services. 2. 1 In General Due to the four characteristics of services, some problems are derived. Some problems are unavoidable and some of them can be avoidable. The problems generate from intangibility including hardly controlling, easy to be copied and unable to evaluate the quality.Heterogeneity causes problem about quality measurement. Inseparability not allows mass production of service. Moreover, perishability makes return or resold of service impossible. Several of these problems impact on John’s guiding service as well. 2. 2 Problems Created by Intangibility Intangibility shows the following marketing problems. Firstly, services cannot be stored, thus when requires reach the peak or foot it is hard for managers to control. Secondly, services are so difficult to be patented that it is convenient for its competitors to duplicate them.Thirdly, customers are not able to realize the quality of service because service is invisible and cannot be touched. John’s new guiding service is not easy to store. Thereof, during December there was a peak period of fly fishing and John are not qualified to provide efficient service. On contrary, in the next two week of November there were no customers visiting Tasmania for chasing trout. Since John provides guiding service, he cannot remove December's service to November. It is beyond the scope of his control. The guiding service that John operates is easy to be imitated.There is another fishing guide who ran in Launceston. The service it provides is similar with John’s. This is a threat to John. The market share for John in Australia is cut down. Furthermore, the feature of intangibility determines the service value is hard to be understood by consumers. John’s guiding service is not an exceptional. Customers have no idea what a guiding service is. The marketing manager of a large sporting equipment retailer in North America would not know what a guiding service is if John did not send him the information about this service. 2. 3 Problems Created by HeterogeneityThe most severe challenge that heterogeneity creates is difficulty of quality measurement. Since criteria for judging the quality of service is based on customers’ notion, managers are not possible to control it. In the case, there was an American couple who are both good anglers. They have more fishing experience than John. In this trip, John learned more from this experience and the couple also had a great time. They even pre-booked another two weeks for the next fishing season. It is just because the American couple thought this trip was so wonderful that they measured this service is worthwhile.However by November, the Canadian's week of trout fishing is no that smooth. It became less happy because of lacking experience of fly fishing causes few landed trout and entire week raining. Even worse, one of the customers sprained an ankle. In these two e vents John provided the same service however he received different results. John cannot ensure whether his supplies are original. In December John introduced the New Zealanders to another fishing guide in Launceston. This increased the chance of heterogeneity because different suppliers are not possible to offer the exactly the same services. Take the health industry for instance.Several suppliers provide a same kind of service, nevertheless consumers’ perception is different. Some customers consider it as good service whereas another do not satisfied with it. This is because different provider’s service is distinctive due to the nature of human beings. 2. 4 Problems Created by Inseparability According to Zeithaml, Dwayne and Gremeler, because services often are produced and consumed at the same time, mass production is difficult (2009). The service producers generate service and the service is consumed by customer at the same time, therefore service is impossible to b e produced in large amount.The consumers who John received accepted his service while he provided it. It is absurd that John created services such as airport picking up and dropping off first then the customers enjoyed them. For example, the helicopter sent an urgent fax to John informed him that they were not available until after mid-February. It frustrated John that he was not able to transport his clients to the best fishing area. In addition, for John it is inconvenient for him when he has several customers to pick up or drop off. It is typical in November, John received two contacts that require a fly fishing in the first week of December.The worse thing is that neither of the customers could change their original arrangement. John could not separate his services. 2. 5 Problems Created by Perishability The factor of perishability leads to the problem that service cannot be returned. Service is consumed at the same time when it is manufactured, thereby once the service is provi ded it cannot be returned or resold. In November, two Canadian customers who were doing fishing for relax received an unhappy experience. Lacking experience of fly fishing they landed few trout. The entire week’s heavy raining prevented them from lake fishing.Moreover, one of the anglers sprained an ankle while crossing wet rocks. Even though John understood that the Canadian did not enjoy their fishing trip, he had no way to go back. John cannot take the service back because time cannot be reversed. For instance, customers who have an ugly haircut cannot ask the barber to undo it, because the service of haircut is perished (Clemes, 2002). 2. 6 Problems Difficult to Avoid Due to the problems derived above, gaps generate naturally. Customer Gap Customer gap appears because of the distance between customers’ expectation and perception.Customers have their own expectations based on their experience and objectives. In this case, the Canadian customer who came to Australia for relax do not have the experience of fly fishing. They consider the service could offer them a wonderful time. However, the insufficient experience of fishing made them catch few trout. Adding the bad weather and the injury, the Canadian dissatisfied with the trip and request a reduced charge. This gap is relatively huge and John needs to improve his service. Provider Gap Firstly, John serves his customer by the same way.For the fishing skillful couple and unskillful people, John took the same measure. Secondly, John not communicated well with its customers. The customers who chose his service in the first week of December were transferred to another service provider. The problems presented above are the major reason why John’s business went down. In conclusion, because of the special features of service, there are several problems should be considered and solved. Marketers of services face some actual and distinctive challenges which should be solved by the utilization of marketing mix.Question 3: Explain how John could use the extended marketing mix elements to help manage the problems caused by the special characteristics of services. The question 2 mentioned some problems caused by the special characteristics of service. Marketers like John could use the marketing mix to manage those problems and plan a whole strategy of their business. The traditional marketing mix will help John to manage the problem from production, place, promotion, and price (Kotler & Armstrong, 2006). Because of intangibility characteristic and the limitations of John’s service, he can add both tangible products and services in his business.For example, he could be the agent between his customers and fishing departments. Then, customers can purchase fishing equipments which are fit to them, because John known them clearly. Moreover, due to intangible and perishability of service, John’s promotion ways are not enough. John can exploit more methods like put some advertising in the relevant websites, sponsor fishing competitions and some things like that. However, because of the distinct features of service, the traditional marketing mix can not cover all problems. It extended three more elements which are people, physical evidence, and process (Booms & Bitner, 1981) . 1 People People element is defined as all human actors who play a part in service delivery and thus influence the buyer’s perceptions in the service environment. Thus, customers, employees, and the customers in the service environment all play the important roles (Bitner et al. , 2009). With use this element, John can do following things to manage those problems. First, because John just has himself as an employee, he lost some opportunities. Then, John need employ more employees to help him supporting his business. After that, because guiding service is a high skill service, John should train his employees.John also can bring a reward system based on the satisfaction of employees to avoid the problems of service quality. Another role, customers, also draws marketers’ attention. Marketers should education their customers before provide service. Because guiding service need customers’ deeper involvement, John could send a video of basic knowledge and potential risk of his services to his customers. Then, they can interact better. 3. 2 Physical evidence Physical evidence is the cue that customers depend on to assess the quality of service and service providers to put forth their significant information (Lovelock, 2004).As John’s guiding service, it already had some physical evidence. However, there are still some limitations as mentioned before. Firstly, John needs to increase all kinds of materials that reflect his guided trip. Thus, customers will maximally understand his service. For example, John should enrich his website. He could upload some videos about guided fishing trips. Potential customers can be divided into two se ctions as experienced customer and inexperienced customer. For those experienced customers, the information should be about new fishing areas or new activities.For the inexperienced customers, it should provide skills or equipment for fishing. Secondly, it is suggested that John needs to have his own transporting vehicles to send customers. One side is to avoid the situation of lacking hiring sources, the other side is to fit different customers’ need. For instance, if the customers who require a short trip then John could provide them cars to go fishing. Sometimes, customers have their vocation that they get plenty of time sailing is a perfect option. Furthermore, for these long distance customers and money is not a problem for them aeroplane is chosen to send them to the best fishing area.In this way, the customer gap could be narrowed since their needs are fulfilled. Lastly, John could provide some souvenir after trips. Thus, customers may actually realize what they have o btained from the service. 3. 3 Process Process is the actual procedures, mechanisms, and flow of activities by which the service is delivered (Zeithaml, Bitner & Gremler, 2009). John could use blueprint to depict the service process. By using the blueprint, John may find out the customer segmentation. For example, John may categorize consumers as experienced ones and inexperienced ones.Then John could offer two different processes for each group. For the experienced ones, John could present a more customized process which customers could choose their favorite rod and apply their own ways of fishing. As for the immature consumers, John should provide them a standardized process. It may offer the same rod for customers and consumers have to stay in a specified area. John also needs to educate his customers especially the inexperienced customers. He could hire a fishing coach to instruct anglers the procedure of fishing. Through this way, unskillful clients will not fish blindly. 3. 4 ConclusionService as intangible products distinguishes from physical goods. Besides the traditional four Ps, the three Ps are mainly used to enhance service. John’s guiding service may become prosperous if he makes use of the three Ps. Word Count: 2496 Reference List 1. Boom, B. , & Bitner, M. , 1981, â€Å"Marketing Strategies and Organizational Structures for Service Firms†, Marketing of Services, 1981 2. Carmen, M. , & Langeard, E. , 1980, â€Å"Growth Strategies of Service Firms†, Strategic Management Journal, January-March, 1980 3. Clemes, M. , 2002, New Zealand Case Studies in Strategic Marketing, 5th edition, Dunmore Press, New Zealand . Kotler, P. & Armstrong, G. , 2006, Principles of Marketing, 12nd edition, Pearson Education Inc. , New Jersey 5. Lovelock, C. , & Wirtz, J. , 2004, Services Marketing: People, Technology, Strategy, 5th edition, Pearson Education, Singapore 6. Zeithaml, V. , Bitner, M. , & Gremler, D. , 2009, Service Marketing, 5th edition , McGraw Hill, Singapore 7. Zeithaml, V. , Parasuraman, A. , & Berry, L. , 1985, â€Å"Problems and Strategies in Services Marketing†, The Journal of Marketing, Spring, 1985 8. http://www. docstoc. com/docs/16690264/GOODS-AND-SERVICES/, Accessed at 20th, Apr, 2009

Amber Inn & Suites Case Study

Work Environment Amber Inn & Suites, Inc., formed in 1979, operates 200 Amber Inn properties and 50 Amber Inn & Suites properties located in 10 states throughout the Rocky Mountain and western states. On Average, each location has approximately 120 individual guest and suite-style rooms. Under a new president and CEO, the goal is for Amber Inn & Suites to reach profitability within two years after five consecutive years of unprofitability. This company is positioned as a limited-service hotel which does not have the amenities such as a restaurant, lounge, or meeting rooms. This type of hotel is classified under a midscale hotel with food and beverage, such as Holiday Inn and Ramada Inn. CompetitionDirect competition to Amber includes other mid-scale hotels in the western and Rocky Mountain states, specifically hotels that are in the same class as Amber which do not possess the extravagant amenities of an on-site restaurant or meeting rooms. For Amber to make its hotel stand out among st the others is a very difficult task with so many other companies present in this industry. The next level of competition would fall to recreation vehicle parks and camping sites. For the price-conscious individual, this may pose as an easier solution, but does not give someone the comfort of a traditional bed and amenities like television. Also, with a presence in the rocky mountain and western area, weather plays a contributing factor into this scenario.The indirect competition to Amber Inn & Suites is potential company cutbacks and layoffs. This not only affects their business traveler base, but also could affect if individuals have the luxury to travel and stay in a hotel opposed to a relative or friends residence.StrengthsLocation is a key factor to the success of Amber, because the company avoids the downtown areas and has chosen to only be located on sites close to major highways close to suburban areas, airports, and large regional shopping centers. This shows that all of its locations are at a convenient location  with easy access to and from their sites. Even though profitability has not been able to be reached, the company has still been able to produce three consecutive years of growing revenues. The average occupancy rate is higher than the industry average for the respective class the hotel is in, and Amber has a significant standing amongst business travelers. WeaknessesThe glaring fact of being unprofitable for five consecutive years is definitely the major weakness of this organization. Lodging revenues are rising, but the expenses correlated with these revenues are increasing at a much faster rate. Other weaknesses are the lack of amenities that Amber Inn & Suites offers travelers, which creates a lack thereof to differentiate from other hotels with the same presence. Another item that could be a weakness is a lack of differentiation between the Amber Inn and AmberInn & Suites. OpportunitiesBy having noticeable differences between the two , this could allow for different price structures and allow Amber Inn to enter a new target market giving the organization the ability to expand its chain. Also, with a dominant business traveler occupancy rate, Amber Inn & Suites could start forming frequent visitor relationships with organizations, so those companies refer their business travelers to stay in these sites.ThreatsWith having so many consecutive years of unprofitability, the thought of bankruptcy or closing of the organization is always a present factor. A company can only go so long of losing money year after year before it is required to throw in the towel. Government regulations on requirements of hotels could also be an imposing factor, because certain regulations could raise general expenses that are required to keep the hotel up to code and to the industry standards.ProblemWith the new CEO wanting to produce profitability within two years, the current problem is how to re-position the organization’s strat egy and define which customer base to focus on. By starting with which type of customer to target, the organization can be more focused on its tactics.Alternatives1. Do nothing. There is not much of a pro to this solution, because by doing no sort of action will either result in the business failing and closing down, or that could cost the marketing senior vice president her position.2. Reward Program for businesses. By instituting a reward program with businesses, it will allow business travelers to stay at the hotel for a discounted price for Sunday through Thursday lodging through his or her place of employment. Instead of attempting to find the best rate. The company knows that when an employee goes to this city, he or she will stay at the Amber Inn and the company books it for the employee. This will increase the business traveler base, which is already predominant. However, this will decrease the overall revenues for the organization.3. Increase weekend prices. By increasing l odging prices on the weekends, it will not harm the business traveler base, and increase profits for the personal and vacation/pleasure areas. This could adversely affect the number of guests staying at the hotel on the weekends and drive the weekend revenue stream down.4. Increase average daily room rate to be more toward industry average. Since the survey says that only 36.6% stayed at the hotel based on price and the fact that majority of business travelers had the rooms paid for by the business, this will increase overall profits. The negative to this option would be the potential loss of that customer base.5. Increase business traveler advertising. By capitalizing on the best strength of customer base, the hotel has the ability to make its focus be solely on the business traveler, which is where the most occupancy is coming from. If the company decides to shift its focus toward the business traveler it will have to cut advertising cost elsewhere, but could in-turn create a bett er strategy for the organization. This will decrease costs because of a more finite focus but also keep the greatest customer base that the hotel already possesses.6. Decrease employee base. By doing this the company will save in SG&A expenses, which will allow the budget to be decreased creating a better profit. However, decreasing the employee base per site, could result in a negative effect on the hotel because it could reduce response time to cleaning rooms and getting each one available for the next guests. Decision PackageIf the company can effectively increase the advertising for the business  traveler and increase the hotel’s overall average daily room rate, it will be able to capitalize on the area of customers that visit the hotel the most and also increase the revenue per room. By shifting the focus to the business traveler, the company can save advertising costs elsewhere because this will limit the areas that are needed to be advertised to. If the overall adver tising budget is decreased and the business traveler rate can increase, then the company is able to capitalize on the most profitable target market available.Plan of ActionDevelop a new budget for advertising with a special emphasis on the business traveler. Attempting which channels are spent on the everyday consumer will help decrease those costs and effectively increase sales. The price increase can happen in gradual stages on a quarterly basis. Given the time from of two years, the organization should structure itself at 75% of the industry average on room rate, which would give Amber Inn a $20 increase per room average. This would allow for a $2.50 increase per quarter.Overall room occupancy rate may decrease without the personal and leisure guest presence, but the increase in profit and business segment will help adjust those figures. If the occupancy rate decreases slightly, but the revenue is increasing, this will decrease the variable costs associated with maintaining those extra rooms which will allow for less expenses.

News Program Analysis Paper Research Example | Topics and Well Written Essays - 1500 words

News Program Analysis - Research Paper Example This will include and analysis of this students findings. How are the three different forms of coverage portrayed and how the segment framed with regard to the presentation and the bias? X- Reports the floods in the south are historic this May 19, 2011. It crested at 57.1 feet Thursday, and the weather service predicts the crest will hold through at least Saturday morning in Vicksburg. The flood also claimed the first victim in the state. Vicksburg resident Walter Cook, who died after pulled from floodwaters, according to the Warren County coroner, who said Thursday it is not clear how Cook results in them. For some, the cresting floodwaters, which damaged hundreds of homes and displaced 2,000 Vicksburg residents, was cause for relief. For others, it was a reason to celebrate. Y reports VIDALIA, La. - Natchez, Mississippi occupies a prominent bluff overlooking the big river. Tourist attractions, the city is well off and mostly dries, reports CBS News correspondent Dean Reynolds. Just across the water, in the lowlands, lies Vidalia, Louisiana. A, working class town, is on the edge of a ruinous flood. At least 300 people are out of work and riverfront businesses there are out of commission. The convention center, the hotel, hospital, and medical building are inches from inundation and losing as much as $1 million a month. The flooding on the Mississippi River is sure to cost billions of dollars in damage and lost business and diverting floodwaters away from New Orleans may not reduce the cost of this disaster by much. How much will the flooding cost the southern-flooded areas and the rest of the U.S.? CBS News business and economics correspondent Rebecca Jarvis said on "The Early Show" Tuesday that the area affected by flooding is very significant to the national economy because of its gasoline resources. Z reports, Eddie Simmons relieved to hear that the Mississippi River crested slightly lower than expected north of him in Vicksburg LA, confident his house woul d survive the flooding that is plaguing many states. Simmons, a retired logger, is recovering from hip-replacement surgery and can barely leave his bed. Despite water swamping his front yard and creeping beneath his house in Port Gibson, he has decided to ride it out. "It's God's work. You have to deal with him. You can run to high ground, but if God wants to come there, he can come there. You might as well stay put, he said". The Mississippi River crested at more than 14 feet above flood stage in Vicksburg on Thursday, slightly lower than expected, easing worries about water potentially spilling over a nearby levee and inundating thousands more acres of farmland. Still, officials warned that the flood was by no means over. The river expected to stay at its crest for several days before beginning a long, slow retreat. It could remain above flood stage until mid-June. Television stories are subjective or objective, informal or formal to represent the TV story reporting a certain appr oach. The definition of objective and subjective: Objective/formal this statement is completely unbiased. The speaker’s previous experiences or tastes have nothing to do with the report. It is verifiable by looking up facts or performing mathematical calculations. Subjective/informal the character of the speaker or writer colors this statement. It often has a basis in reality, but reflects the perspective through with the speaker views reality. It cannot be verified using concrete facts and numbers. We use our examples listed above, X appears to have an objective point of view. This

What is the most important learning for you in the material on Essay

What is the most important learning for you in the material on Hinduism In other words, explain one thing you have learned and why it is important, in your view - Essay Example These explanations became â€Å"a way of life† to achieve enlightenment that influenced modern society all over the world that words like karma, guru, dharma became part of our modern vocabulary. I learned the application of this concept which is really to seek for love (not the romantic one but the love for humanity), enlightenment, avoidance of conflict and world peace which are all geared towards enlightenment to improve the karma which is really the cycle of birth and rebirth or an effort to perpetually improve. This also partially explains what is common among all religion, that it is just humanly constructed for us to be enlightened through the guidance of some divine ideas. Through this important lesson about Buddhism, I also learned that self-improvement, learning and the effort to be better is part of divine plan for us to achieve enlightenment and peace within ourselves the people around

STRATEGIC AUDIT OF A CORPORATION Assignment Example | Topics and Well Written Essays - 1250 words

STRATEGIC AUDIT OF A CORPORATION - Assignment Example In 1955, Sony successful released its first commercial transistor radios that dominated both domestic and international market, hence building international recognition in the field of electronics (Nagle 45). In 1958, TTK was changed to Sony, a Latin word which means sound. This was in line with the fact that the company initially opted to specialize in sound and electronic gadgets before undertaking a massive restructure in the line of its products. Given the increasing competition and market dominance, the company was forced to advance from mere production of digital and analogue electronic and communication devices. After conductive a comprehensive market search, Sony invested in advanced technology in the production of electronic with the latest innovation being the discovery of computer video gaming consoles. Besides, Sony has heavily invested its resources on technological integration and innovation that has made the company be successful in producing modern technology devices including laptops, video recorders, and PlayStations (Sony 92). The modern computer gaming is considered as one of the most successful technological innovation ever made by Sony. The popular PlayStation games have attracted interest from a large number of youths and from the sales of these games, Sony has made a great progress in terms of profitability and financial performance. PlayStations among others are examples of consumer revolutionary products launched by Sony. Sony ventured into console computer games in 1994 through Sony Computer Entertainment department (Nagle 51). This department is charged with the responsibility of developing, publishing, marketing, and distributing PlayStation software. SWOT Analysis of Sony PlayStation This involves investing internal and external factors and how these environmental factors impacts on the market performance of Sony. Strengths Having established itself as one of the most successful companies, Sony has since then developed a strong pos itive reputation and brand name among its potential customers internationally (Nagle 65-9). Sony is a multinational corporation that has emerged as one of the most respectful and successful firm in the field of electronics. Besides, Sony has therefore developed strong customer base and loyalty owing to the quality of its other products such as T.V, DVD and other electronic devices. For this reason, the introduction of PlayStation will heavily attract a good number of consumers from the current customer base of Sony. A survey conducted among the consumers in 2011 tagged Sony as being the most value corporation especially in Asia. Secondly, having been in this field for decades, Sony boasts of strong skills and expertise production techniques that are essential in developing quality computer gaming consoles. This implies that the company is associated with quality products that make it more preferred by the consumer. Through its technical and professional experts, Sony’s consol e games are very quality and diversified depending on the needs of the consumers. The company therefore produces games of high definition quality to match the taste of the consumers. Sony Company is synonymous for its technological excellence and rich heritage of technological expertise that is has made in successful in this competitive market for decades. Through such skills, Sony has managed to guarantee its customers quality gaming products. Sony Company always

The Nazi Party Essay Example | Topics and Well Written Essays - 1750 words

The Nazi Party - Essay Example Several reasons lie behind the rise and support of the Nazi party. Contemporary historians argue that Nazi rose as a result of: Hitler’s mesmerizing skills and personality, the party’s effective use of propaganda, the challenges faced by the republic of Weimar, Hitler’s utilization of the Dolchstoss myth, the great depression encountered by the Germany people, and their fear of communism, attracted a massive support in 1920s. Hitler had an ability to grasp his audience’s attention by use of his speeches. People could always listen to him and appreciate the sense in his talk. The most remarkable ability of this leader was to capture the mood of his audience by allowing free admission to his speeches unlike his opponents. Logically, the fact that Hitler was much of a popular and eloquent speaker was a reason behind Nazi’s attraction to growing support during the 1920s. His impressive nature was the key contributing factor to the party’s elector al success in the late twenties. Even though the war was no more, the fondness and militarism for military tradition retained its strength in Germany. The Nazis attracted enormous interest with the help of their processions, sheer energy, leaflets, and military bands in appealing to the soft spot, which most Germans possessed, for the Prussian armed forces style, with pride and discipline (Bottaro 2001, 234).. The marches by the Nazi storm troopers were very impressive and had a massive presence. The prospect of these parades stimulated emotions among the people of Germany, and those who honored the militaristic principles that Germany had stood for in the past supported Hitler at their best. Hitler had a brilliant grip of propaganda principles, ahead of most of his opponents. His propagandists portrayed him as a savior, who could battle the working class and large businesses on behalf of those ignored by the community. One of Hitler’s main propaganda specialists, Dr. Joseph Goebbels described Hitler as a â€Å"contemporary monk† who worked industriously for his country. This gives a perfect illustration of how the media was used by the Nazi party to convince Germans of Hitler’s superlative leadership credentials, which in turn boosted the party’s support and growth. Hitler intellectually manipulated the media in order to be portrayed in the most affirmative light possible. Consequently, Germans were efficiently brainwashed ( Hehn 2005, 22). Hitler assured restoration of honor to the Germans, to bring back work and wages, and to renew political order. Before the world depression that began around 1928, he dedicated much of his political energy to the middle class. Even though the Nazis found it very hard to attract efficient support for those groups that stood by socialist parties like KPD and SDP, Germany experienced an agricultural disparity that pre-empted the international depression that came afterwards, and Hitler turned his a ttention to rural citizens, who would be in need for somebody to look into their problems. With such promises in their minds, German’s middle class had to support the Nazi party so that they could get those promises fulfilled. The impoverished small farmers, skilled workers, peasants, and rural traders were promised a reconstruction of farming enterprises and abolition of numerous taxes. The Nazis referred to peasants as having true German blood with true German life yet they

Social Media Recovery for Costa Crociere Term Paper

Social Media Recovery for Costa Crociere - Term Paper Example Costa Crociere SpA generally operates their business trading functions as Costa Cruises. The initial foundation of the company was in the year 1854. It has its headquarters located in Genoa, Italy. The company performs its business operations throughout the world that include Northern Europe, Caribbean, South America and Dubai among other regions (Costa Crociere SpA, 2012). As a matter of fact, in the year 2010, Costa Crociere SpA proved itself as one of the companies that successfully reached up to the benchmark of Italian services and tourism especially for its reputation and reliability in the international research that is popularly known as â€Å"Global Reputation Pulse†. Furthermore, in the year 2011, Costa Crociere SpA emerged in the ranking of Mediobanca that carried out assessment of 3,700 Italian enterprises which ultimately made the company to reach a turnover of approximately 50 million Euros during that year. In this connection, the company or the group was ranked amid the top 10 companies in terms of profitability and productivity and also in terms of turnover (Costa Crociere SpA, 2012). Costa Cruise has been accredited with an incorporated arrangement of voluntary certification of conformity along with highest international benchmark towards the aspect of safety, quality, environment and social accountability. Costa Crociere is fundamentally denoted as an international company holding its several offices in different regions such as Paris, Barcelona, Madrid, Zurich, Brussels and Lisbon among others. The company employs more than 19,000 working people throughout its organisation and is organised into a flexible arrangement of various human resource functions (Costa Crociere SpA, 2012). The prime vision of Costa Crociere is to serve better as well as with enhanced services to their worldwide customers with special regards to behaviour. The aspect of consumer satisfaction is the principal motive and also the mission of Costa Crociere. In terms of business operations, since the year 1997, especially Air France and Costa Cruises are the partners, sharing the similar visi on or objective of delivering superior and enhanced services to their worldwide guests or customers along with maximising customer satisfaction (Costa Crociere SpA, 2012). In this connection, one of the partners of Costa Crociere i.e. Air France is an airline which operates in an international network and also performs its business operations in 182 cities in 98 countries. Air France offers more than 1,700 flights which generally covers numerous destinations throughout the world. The hub of Air France is recognised as one of the most efficient hubs in the entire Europe. Along with Costa Crociere, the main priority of Air France is to ensure ultimate customer satisfaction (Costa Crociere SpA, 2012). In the paper, a detailed analysis regarding the accident that Costa Crociere had faced along with certain weaknesses as well as threats that they faced due to the accident will be depicted. Various aspects that include preparation of a social marketing plan on behalf of Costa Crociere in terms of strategy, tactics, action, implementation and control will also be portrayed in the discussion. A Brief Situation Analysis of Costa Crociere

Critically evaluate the cognitive development theories of Piaget and Essay

Critically evaluate the cognitive development theories of Piaget and Vygotsky and discuss their relevance to Social Work practice - Essay Example He came up with the cognitive development theory where he showed two major aspects to his theory: the process of coming to know and the stages used to acquire the ability to know. In his book, Miller, (2002, p.32) stated that Piaget viewed knowledge as a process and that children have an active process of knowing their surrounding. As a biologist, he was interested in how a given organism adapts to its environment. Behaviour is controlled through mental organization where an individual uses some schemes to represent the world and designate action. This adaptation is motivated by biological drive to obtain balance between the schemes and the environment. Piaget hypothesized that an infant is born with schemes that operate from birth. These schemes are reflexes which are used to adapt the environment and are later replaced by constructed schemes. He described two processes that are used by individual to adapt to the environment; assimilation and accommodation. These processes are used throughout life as the person progressively adapts to the environment in a more complex way. Assimilation is a process of transforming the environment so that it can be suitable in the pre-existing cognitive structures. An example is where an infant uses a sucking schema that was developed by sucking a small bottle when trying to suck a larger bottle. Accommodation on the other hand, is the process of changing the cognitive structures in order to accept anything from the environment. An example would be when the child wants to modify a sucking schema that was developed through sucking on a pacifier to one that could be thriving for sucking on a bottle. The two processes are simultaneously useful throughout life. Piaget proposes that there are four distinct stages of mental representation that children pass through right from their infancy stage to the adult level of intelligence. The four stages are; sensorimotor period, preoperation period, concrete operational stage and formal operational stage. Sensorimotor stage starts from birth to two years. It is the primary stage in cognitive development; this is where infants create an understanding of the world by coordinating the sensory experience with physical actions. They gain knowledge from the world through the physical actions hence, progress from reflexive instinctual action at birth to the beginning of symbolic thought towards the end of the stage. Piaget subdivided the sensorimotor stage into six sub-stages. Simple reflexes are a sub-stage where the infant coordinates the sensation and action through reflexive behaviour. It starts right from birth to the period when the infant is one month old. First habits and primary circular reactions phase is the second sub-stage (Bateson 2005, p 127). It starts from one month to four months after birth. Other sub-stages include: secondary circular reaction phase, coordination of secondary circular reaction phase, tertiary circular reactions and curiosity and internalization of the schemes. By the end of sensorimotor stage, the child acquires the sense of object permanence. The child understands that objects continue to exist even when they cannot be heard, seen or touched. According to Piaget,

Scripts and Counterscripts Essay Example | Topics and Well Written Essays - 500 words

Scripts and Counterscripts - Essay Example The four distinct scripts merge into one dominant script evident throughout in the society, authorities and the press. This comprehensive script is widely acceptable; it is almost impossible to live without. They rule us every day and give a false sense of security, thus free of all threats. It promises false security, tells us that if we are safe then we are happy. Homelessness or residue of anger and insanity is fruits of war and destruction of the environment. This script challenges us via sales promotion, hearsays and ideologies that are pleasant to hear and affords us happiness. The safety illusion given to us by this script is deficient of critical reflection. He strongly states that although, they assure hums, safety and happiness, the scripts are dehumanizing leading people towards a false comfort zones. The scripts make us overlook the need to depend on the Creator and deny us true peace and personal satisfaction (Peter, 1976). He depicts the script as a complete failure, a stand he argues many people would not support. He adds that there is no happiness or safety attributable to the script and that more insecurity and unhappiness will arise from them. His closing remarks on the script are that, â€Å"the key to personal and spiritual wholeness lies in rejecting the script†. This article is a true representation of how to manipulate and indecisive human behavior. Through the use, of scripts and counter scripts, we are able to discern how humans react to different, influential factors. In the scripts, humans are victims of illusions of the world, which they totally believe to a point of even overlooking the true, reliable source of their help (explained in the elusive theory). I personally agree with Brueggemann, on his alternative script argument that, darned often we still are in crisis of enlightenment about the Creator. We shy off when expressing people’s thought about God acting in their midst for

Arts Paper Essay Example | Topics and Well Written Essays - 1000 words

Arts Paper - Essay Example The painting of The Last Supper is originally painted on the backside wall of the dinning hall at the Dominician Convent of Stella Maria delle Grazie in Italy. There arise certain questions regarding the lightening, types of furniture used, and the seating arrangements. The historical fact and the Holy Bible clearly says that the supper was given on an evening. But in contradiction Leonardo has used daylight effect at the window which appears at the back end of the painted scene. In those days the type of tables used for dining were not straight on the other hand here Leonardo has painted a straight table where all the members could be seen. Leonardo seemed to have had a very brilliant notion while painting. He has given the daylight effect only to emphasize on the meaning of the painting and to focus on the members who were seated along with Jesus Christ at the centre. If he had used a round type or other rectangle type of table he would have failed to bring into focus the other disciples. If Leonardo had chosen night time effect he would have been unsuccessful in giving a full shape to the scenic background. The light effect is an additional success of the painting. It is very simple to understand, the light effect is the centre of attention for the painting. Otherwise the implication would have been fallen short of success. We could see and identify all the characters who attended the Last Supper with Christ and moreover the type of food served is also brought into focus, wine and bread. The one painting has a strong historical background. It was the last supper and so ha has painted at the end wall of the building, and the striking feature is that it will appear as if Christ and his disciples are sitting in reality in the same hall and since he had chosen the end of the hall it has the look of continuity as if the hall has an extension. The type of paint used by Leonardo was also a different attempt. He attempted â€Å"tempera†, a sort of paint that

Global warming effects Essay Example for Free

Global warming effects Essay Yankee Candle Company began in 1969, as penniless Mike Kittredge, age 16, melted crayons to form a candle as a Christmas present for his Mom. A neighbor, mesmerized by his fabulous creation, expressed her desire to purchase one of his candles; thus Yankee Candle Company was born. Mike used his parents basement, kitchen, and garage to produce his scented candles. Five years later, in 1974, Mike moved production into an old paper mill located in Holyoke, Massachusetts. In 1998 Forstmann Little Company partnered with Yankee Candle Company and began to publicly trade on the NYSE in 1999. Mike Kittredge sold his first candle to a neighbor for $1.36, in 1969 and in 2005 Yankee Candle Companys total sales were $601,180,000. Mikes humble beginning in the family home has grown into a wholesale customer network of 16,400 store locations, a growing base of Company owned and operated retail stores (390 located in 42 states),†¦ direct mail catalogs, its website,†¦ international distributors, and to a European wholesale network of approximately 2,200 store locations†¦ (2006) Yankees passion for fragrance has become a profitable entity with visions of continued global expansion. Yankee Candle Company has branded their product as long-lasting and strong in fragrance. Yankee has developed over 150 fragrances for their various candle products. Their product line includes jars, votive, tarts, wax potpourri, pillars, tapers, and tea lights candles. Yankees design is innovative and their scents are pleasant, relaxing, and rejuvenating. Yankee Candle Companys design department is visionary in developing candles to accent modern dà ©cor and fragrances that appeal to its customers. Yankee will explore and introduce aromas that are common to the Greek culture as they expand into this new market. Yankee Candle will emulate their passion for fragrance and provide a wide variety of choices for its new customers in Greece. The Yankee Candle Company continues to build on the passion and creativity of Mike Kittredge; driven by a mission to warm hearth and home with the fragrances of life through excellence, innovation, and passion. Yankee has been dedicated to excellence throughout their 37 year history. A company spokesperson attributes their success to, our vertically integrated  business model, which enables us to control most every aspect of our business, from product development to manufacturing to distribution to marketing and sales. This structure allows us to consistently provide high quality and innovative products†¦ (2006) Yankees innovation is evident in their candles and accessory designs, which acclimate too various dà ©cor preferences and the expanding variety of fragrances, which appeal to its customers. Yankee Candle Company is driven by an intense passion to spread the fragrances of life around the world for all to enjoy. The product expansion into the Greek marketplace is another step towards reaching their objectives. Yankee Candle Company will expand its fragrances to blend in with the cultures of new markets. Yankee will continue to develop partnerships with established Company owned retail stores as venues for their products to be sold. The candle company has already established Yankee Candle  ® Europe with a 30,000 square foot distribution center in Bristol, England that provides Yankee products for approximately 2,200 stores. This distribution center will be used to export Yankee products to be sold by retail stores in Greece. The Yankee Company has decided to expand their markets and head out to the Country of Greece. We will be exporting our candle line product from the United States to Greece. The product expansion into the Greek marketplace is another step towards reaching their objectives. Yankee Candle Company will expand its fragrances to blend in with the cultures of new markets. Yankee will continue to develop partnerships with established Company owned retail stores as venues for their products to be sold. As Yankee Candle expands into new regions of the world, distribution centers will be built to service their wholesale store network. Where trade barriers, economical and political policies will allow. When expanding into new countries, Yankee Candle will establish an online shopping website to market and sell their products. Since 1994, the United States is part of the NAFTA organization between three countries. The North American Free Trade Agreement, known usually as NAFTA, is a free trade agreement among Canada, the United States, and Mexico. NAFTA  went into effect on January 1, 1994. NAFTA is also used to refer to the tripartite trading bloc of North American countries. www.wikipedia.org. Since the inception of the Eurpeon Union in 1957 six countries were a part of this union. Nineteen further states have joined in and creasted a successful union. Greece joined the EU January, 1981. The exchange and repatriation of funds risks the Euros exchange rate against the dollar, remains unstable. The low interest rates, increased competition in the banking industry, and continued growth in commercial bank lending; to raise bad debt and strong growth in consumer borrowing. Economic growth is forecast to slow in 2006 and 2007. The consumer price inflation slowed dramatically in Greece before its entry into pre-economic and monetary union (EMU) in January 2001 and was helped by other temporary measures. The economy of the United States is stable made up of natural resource, labor and manufacturing, and investments. The United States has the largest and one of the most technologically advanced national economies in the world, with a GDP of 13.049 trillion dollars. www.wikipedia.org. Consumers and producers have some decision-making that form the economy, but the government also has a powerful role on the effects of the economy. The economy of Greece is growing fast after the implementation of stabilization policies in recent years. Greece remains a net importer of industrial and capital goods, foodstuffs, and petroleum. Leading exports are manufactured goods, food and beverages, petroleum products, cement, chemicals, and pharmaceuticals. www.wikipedia.org. Greece is global leader in shipping, which is the transportation of goods and cargo by land, air, or sea. Types of currency used through out the world vary from country to country and or by region. The Unites States of America official currency is the dollar, symbol: USD also known to be abbreviated by $. The US currency was adopted in 1785 by the United States Congress. The United States dollar is also known as a world currency; in 1985 $300 billion dollars were in circulation,  with two thirds being out side of the Untied States. Each year the amount of U.S dollars is being circulated around the world continues to increase. In comparison to the Untied States of America, Greece uses the euro as denomination of currency type, symbol â‚ ¬. Greece is part of the European Union also knows as the EU. What I found most interesting is the European Monetary Union has ceded control of monetary policy to the European Central Bank. Versus the Untied States taking control over their own currency. The European Union has a large economy, probably slightly larger than that of the United States of America with a 2005 GDP of 12,865,602 million vs. 11,734,300 million (USD figures) (using nominal US Dollar GDP) according to the International Monetary Fund. www.wikipedia.org. Greeces relations with other countries in the region have been steadily improving. Greece is working with Turkey to resolve their disagreements, mainly with regard to Cyprus. Failure to resolve the division of the island of Cyprus may increase tensions between Greece and Turkey as the latter finds its bid to join the European Union partially dependent on success, but tensions rise sharply with Turkey over the issue of Cyprus. Greece is also assisting and improving relations with the economic development of the Balkans. The Balkans is now viewed by Greece as a greater threat to security than Turkey. Also, renewed instability in the Balkans leads to unrest in Greece and trade disruption. Political corruption is considered higher in Greece than many other European Union countries. Politicians are dependent on media with strong ties to business interests. There is a politicized, anti-globalization environmental movement in Greece which is increasingly complicated in its use of the courts and the European Union to block large projects. United States culture is very diverse but due to the level of the American culture there are many integrated but exclusive subculture within the U.S. The subcultures differentiated by status, ethnic background, residence, religion or other factors that functionally combine the group and act jointly on each subculture member. The ethnic groups are White, Black, Asian, Amerindian, Alaska native, native Hawaiian, and other Pacific  islander. The various religion are Protestant, Roman, Catholic, Mormon, Jewish, Muslim, Baptist, and others. Lastly, the languages are English, Spanish, Indo-European, Asian, Pacific island and others. Let us not forget that the government type is constitution-based federal republic but strong democratic tradition. As a result, the subcultures have their own joint set of customs, attitudes, and values. Greece is a diverse culture partial by its place at the crossroads between the East and the West and by the various occupations endured by the Greek people throughout history. The Greeks are proud of their culture which is the definition of their national and ethnic belonging. The Greeks culture is made of their traditions, religion, music, language, food and wines. Some of the traditions and superstitions vary from one island to another. Many countries differ within a range of dimensions including social structure, language, religion, and traditions to name a few. The difference has important implications on marketing strategy of the product. The most cultural difference that has an impact would be traditions. Candle scent preference may differ from one country to another. The company may encounter resistance to some of its different scents or wax. The organization must careful research Greece cultural norms and understanding the difference between US and Greece. Cross-Cultural training (literacy) would be needed to make sure the company advertising or marketing strategy does not offend anyone in the other country. The candles should be affordable due to the unemployment rate within Greece; however the organization must make a profit consider the cost to export the candles within that country. Yankee Candle is aware of the culture difference between the US and Greece, therefore staffing would be important to the organization. The organization would provide their US employees with language and cultural training. Yankee understands that one of their vendors Berlitz has experience and knowledge in cross cultural and language training that would help assist the expatriates. Berlitz offers a variety of programs and has been in the  business for 128 years, more than 450 centers in over 60 countries. Berlitz offers online, adult, children and teen programs for cultural and language training including one-on-one sessions. The cultural and language training would be for the family as well. The cultural training would be for two days and 100 hours for language training, however if more hours are needed for language the company would approve this cost. The employees that are going on the international assignment would have other benefits including when they are expatriating back in to the US. However, the expatriates will receive just a  ½ day of cultural training and language will not be necessary. The US dollar is not equal to the same amount in most other countries. Hence, the company would pay an additional allowance to cover the difference. The cost of living may be higher in the other countries, as a result a housing allowance is provided to the employee. The company does consider the cost living in the US and then compare that cost to living in Greece. The education in Greece is not the same for US citizens. As a result, to the language barrier and cultural it may be very difficult for the employees children to attend the local school in the host country for that reason private schools or boarding school may be required. Consequently the company is aware of this and therefore would provide tuition allowance. Due to the cultural and language difference there are going to be diversity issues, so human resource has provided an open door policy. The open door policy would allow employees to express him or she concerns and human resource will try to provide a solution to the problem, if possible. Supply chain management is an important role for the success of Yankee Candle Company to sell scented candles in Greece. Supply chain is most effective for optimal resource use, minimum total cost, and maximum value to the customer. Decisions with in supply chain are to buy your product or make your own. Yankee Candle Company already produces its own scented candles and will be the same for candles being shipped overseas. The production will be manufactured in the Companys 294,000 square foot facility in Whately, Massachusetts. As a manufacturer, the Company is able to closely monitor product quality and control production costs, which ensures high quality  products and maintains affordable pricing. Information has been gathered from the Greece from the candle business industry. This data will assist in forecasting how much product is needed for a three months supply to meet the supply and demand in Greece. Lead time for the initiation of Yankee Candle Company to enter the Greece market is 10 months. In turn this will give enough time to meet the three month stock supply. The information gathered from the Greece candle market will support the types of scented candles that will be produced to ship overseas. Lead time for the shipment to arrive at the distribution warehouse is three months; the life span of a candle is three years. Placing our product will be near or around the largest cities and ports in Greece. The largest and most important city in Greece is Athens, the capital with population based in 1991 of 748,110. The largest port in Greece is Thessalonà ­ki, with a population of 377,951. Also another large port is located on the North part of the Peloponnesus, is a major seaport, with 155,180 inhabitants. Other sizable cities include Là ¡risa (113,426), Irà ¡klion (117,167), and Và ³los (76,463). The ports and its population are important factors in knowing were to place the Yankee Candle Stores. These would be in areas in the region that have the most population and are easily accessible to Tourist from vacation boats that may doc on these ports. Promoting Yankee Candle Company in Greece would be similar as it is currently in the Untied States. Through its retail stores the Yankee Candle company would open in Greece, direct mail catalogs. To include a large market Yankee candle will also promote is U.S product through television commercials newspapers, bill board singes through out the larger cities of Greece, and through its own web page http://www.yankeecandle.com/cgi-bin/ycbvp/retail.jsp. Promotion for this product will be introduced to all who wants to have special fragrances in their homes. Business will also be targeted to have fresh new fragrances for their offices. Candles are an excellent gift for all ages and for any special occasion. The middle class in Greece is the main target market Yankee Candle Company is promoting the scented U.S candle product. In 2005  the labor force in Greece was at 4.72 million compared to unemployment rate of 10.8% figures from www.cia.gov. These figures give Yankee Candle Company the green light to proceed with international distribution into the Greece market. Pricing the candles will be 30% above the sale price of a U.S product. This will ensure the costs of having a U.S product of seas. Yankee Candles has successfully developed and market new products and earn enormous returns. We have success springs for the fact that it has a vertically integrated business model, with the in-house expertise required to design, develop, manufacture, distribute and sell our candle products. Our vertically integrated business model acts as a powerful platform to support our product innovation initiatives. This business model included strong research and development activities, an experienced employee team, and a basis skill in test marketing our products. We collected these resources to research consumer interests and home decor buying trends, and then to create original candle designs, fragrances, accessories, gift sets, home fragrance merchandise, and personal care items that align with our findings. We then release this merchandise into our distribution channels in a way that permits us to seek and track consumer feedback. This process positions us to fine-tune our new products from performance, to packaging, to labeling, to pricing helping to maximize the potential for each item we develop to have a successful launch and widespread acceptance. Together, these efforts helped to drive sales, attract new customers and extend the appeal of the Yankee Candle brand. Once exporting was chosen as the mode of entry, Yankee Candle secured assistance from a company called, Export Trade of America; to learn about insurance, tariff, and tax laws involved in trading with Greece. Yankee Candle Company will face various legal challenges when exporting its candles into Greece, but the process will go much easier with the help of an export management company. Yankee will need to comply with employee laws and have knowledge about hiring, firing, and discipline regulations in Greece. They will need to be acquainted with their legal system and how those laws are enforced. Greece is a parliamentary republic with a president, who is heads the executive administration, a prime minister, who is head of the  government, and a 300 seat legislature. The judicial includes a Supreme Court, regional districts, and prefectures to decide civil and criminal cases. There is a national police force as well as policing agencies from the European Union. As a member of the European Union, the EU laws supersede those of the individual member nations. Yankee Candle Company will need to be aware of the EU laws, enforcement, penalties, and necessary trade practices. The European Union could cause legal complications as the union adds new members, arbitrates disagreements among its memberships, and as competition increases in the global marketplace. There has been a longstanding relationship between Greece and the United States of America. The two countries have diplomatic, intelligence, and law enforcement ties. Greece and the United States, recently signed treaties covering extradition and mutual legal assistance, which further strengthened this cooperation. (2006) Trade between these two nations should proceed with success barring increased terrorism, war, or a terrific natural disaster that impacts the global economy. It is important for any company to evaluate their strengths, weaknesses, opportunities, and threats. As Yankee Candle employees examines their organization they listed the following as company strengths; strong business model, long-lasting candles, well-branded product, variety of fragrances, adaptability of product to various cultures and dà ©cor, strong financial backing, increasing profitability, expanding marketplace, efficient manufacturing and distribution process, and an innovative product development. Yankee Candle Companys weaknesses include; rising cost for manufacturing and distributions, technological skills, single manufacturing center, adapting products to various cultures and customs, and material shortages. There are several opportunities that must be pursued to maintain profitability; increase presence in the global marketplace, expanded online shopping options, adapt fragrance choices to new markets, build foreign manufacturing and distribution center, and add accessories to their product line. There are many threats to the existence of Yankee Candle Company  including; competitions pricing and product differentiation, terrorism, natural disasters, exchange rate, rising costs for manufacturing and distribution, and the products life-cycle. The external environment strengths include; reduction in trade barriers, strong European Union, technological advancements, and utilization of websites. The external weaknesses are; trade blocs, closed economic and political policies that prevent or limit imports/exports, and the affects of terrorism. External opportunities include; improving the economic levels of third world countries, utilizing the skills, resources, and expertise of various countries to lower costs and create an integrated economy, develop innovative products, and create a global network. Finally, the external threats include; terrorism, political instability, natural disasters, increased global competition, trade blocs that become fortresses against those outside their union, countries imposing regulations against outsiders who want to merger or acquire other foreign companies, conflict among existing trade bloc members, and inflation/deflation of the monitory systems. Reference: (2006, 4,12). The Yankee Candle Company, Inc. 2006 First Quarter Earnings Webcast. Retrieved 4/23/06, from SBC Yahoo Finance Web site: http://biz,yahoo.com/bw/060412/20060412005002.html?.v=1www.wikipedia.org., retreived April 24, 2006. http://www.cia.gov/cia/publications/factbook/geos/gr.html#EconRetrieved 5/13/06 from the World FactbookUnknown, Retrieve on April 23, 2006 fromhttp://www.odci.gov/cia/publications/factbook/print/gr.htmlUnknown, Retrieve on April 23, 2006 fromhttp://www.greeka.com/greece-culture.htm

British Conventional Defence Policy in NATO 1979-1989

British Conventional Defence Policy in NATO 1979-1989 Kenton White Methodological Approach21813746 British Defence Policy within NATO, 1979 – 1989 Did Britain’s conventional contribution match its obligation? My research is an analysis of British conventional defence policy within NATO between 1979 and 1989. This research will critically review the plans in place for mobilising, transporting, supplying and reinforcing units in Europe, as well as the plans for Home and Civil defence of the UK. The research will cover the crisis, transition to war and war plans of NATO and the British Government. The plans will be compared with the commitment Britain made to NATO, and the real-world ability of Britain’s Government to fulfil those commitments. Britain, through its defence policy and membership of NATO, committed to provide troops, weapons, equipment, supplies, services, transport/storage and infrastructure facilities in the event of war in Europe. The research will be conducted using material from NATO, the National Archives and other Governmental departments, as well as interviews with personnel who served during the period. Using case-studies (exercises [CRUSADER, WINTEX, etc.] as w ell as mobilisation for actual combat [Falklands War, Gulf War 1991]), this research will uncover any link between the aim of defence policy and the ability to implement that policy. These case-studies sometimes expose fundamental problems in the armed forces operations. This disparity in planning and execution has a direct implication for understanding current and future defence policy and planning. Amongst the methodologies considered for this PhD were Case Studies, Small-N, Critical Discourse Analysis and those drawn from historical understanding. There is also a strong case to be made for use of the economics-based Alliance Theory[1] to explain some of the policies adopted by Britain during the period. However, this research is not attempting to validate a theory; rather it is intended to answer the question set in the title of the PhD. The question is posed in this way because the nature of the investigation and research does not require the researcher to posit a theory. It would be possible to theorise that, â€Å"Britain was not capable of fulfilling its obligations to NATO between 1979 and 1989† but in the researcher’s opinion this angle of questioning is biased. It would be possible to frame an argument thus, â€Å"Why was Britain unable to fulfil its military obligation to NATO?† but the current research does not enable that question to be confirmed as plausible so far. The answer to the original question may indeed find that Britain was unable to fulfil some or all of its obligations. The purpose of this research is not only to establish if Britain could have fulfilled its obligations, but to look at the ways in which other pressures shaped the defence policy, changing the question of defence policy from, â€Å"What do we need?† to, â€Å"How little can we get away with?† This has direct, and possibly contentious, implications for modern defence planning in a political, economic and military environment which does not have the apparent stability and predictability of the Cold War. This research is not intended to be comparative; that is it does not compare Britain’s NATO commitment with that of other NATO members. This means that broad comparative methodologies such as Small-N comparison aren’t relevant. Small-N relies to a large extent on Mill’s methods of agreement and difference[2], but since the N in this research is 1, it is impossible to compare with another event. Also, the objective of the research is not to infer or disc over an overall causality, but to identify capability and intent. There will be instances of cause and effect within the research, such as NATO force proposals causing the stated requirement from the MOD, but these are individual instances within the overall scope of the research question. The objective is not specifically the research of these causal links. Small-N seeks to identify what are the causes of a particular event, whereas I seek to understand if a goal could have been or was fulfilled. It is extremely difficult in some circumstances to define whether a particular commitment could have been fulfilled, for example, â€Å"†¦the defence of the United Kingdom base and its immediate approaches †¦Ã¢â‚¬ [3], as this is ill-defined. The research seeks to identify aspects of the defence policy which are more clearly definable. As part of the above example, Britain promised to provide, in the event of war, a certain number of ships and aeroplanes equipped to search for and attack WTO[4] ships and aeroplanes in and around the British Isles. NATO produced â€Å"Force Proposals† on a regular basis which defines exactly what is required and by when. These documents, and the supporting British Government documents, define what the commitment was, in quantitative and qualitative terms. It is then possible, using Defence Ministry documents, to compare the capabilities and numbers of available ships and aeroplanes against the NATO Force Proposals. The research relies on several case studies; two of actual mobilisation for war[5], and several exercises that tested the plans put in place for war in Europe. With regard to the two actual mobilisations, there are no theories regarding the ability of a country to mobilise, nor are there any theories which deal with the reaction to unexpected conflicts breaking out. The intention is to investigate the case-study subjects and evaluate which of the NATO plans for activation and mobilisation had been used (if any) and which had not. An assessment is then to be made of why some had been used and others not, and, for those used, whether they were met. If there was a success or failure to meet a particular planned mobilisation time or supply level, the reason for that outcome will be investigated. For these plans the analysis will need to be carried out to see if there is a correlation between the type of service/equipment plan and its success or failure. For example, if it is found that Britain was unable to fulfil a substantial number of its NATO obligations, the intention is not then to theorise that the other NATO nations could not fulfil their obligations. The intention is to identify the aspects of NATO planning which establish the force levels, identify the political and military decisions that appear to respond to and satisfy those levels, and then to see what, if any, connection exists between the two. The research is not then intended to be used to criticise, support or demonise any particular political or military viewpoint. The intention is to establish a framework by which, with historical understanding, the ramifications of budget setting and political policy can be seen to act upon Britain’s military’s ability to work either alone or in alliance with other countries to achieve an objective. Selection of the case by the dependent variable is seen as poor methodology design. But this relates to case-studies when used in a comparative fashion, and when attempting to establish the validity of a theory[6]. As mentioned above, this research is attempting to answer a question, rather than establish a new paradigm, and so the selection of the case studies is dictated by the time period, rather than by any conscious decision by the researcher. During the period, NATO states were provided with a common opponent in the WTO, one which represented a power that individual states alone could not counter. A large amount of the research material investigated so far assumes this bi-polarity, but only a few documents seek to identify, and to confirm or deny, its existence. Discourse analysis seeks to define the body of language that the research material originates from, and to discover the rationale, patterns of usage and concepts at work[7]. â€Å" †¦ a discourse is more than the sum of the utterances composing it †¦Ã¢â‚¬ [8] This assumption of a discourse by the authors is expected, as they are professional military officers or politicians, and hence have an established set of references from which they need to work. But this common structure is broader than the focus of this research, being specific to the NATO obligations. It will be useful, as part of the research, to identify the assumptions and specific areas of discourse used in the documents. We must be careful, however, to clearly identify the aspects of ‘Cold War’ discourse that are in play. The Cold War of Europe was different in many aspects, including the language used to describe it, from that of Asia. This research seeks to limit the discourse to the ‘East-West European’ confrontation. Discourse analysis may well provide insights into the patterns of thinking and assumptions made by the participants. Foucault refers to discourses as systems of thoughts composed of concepts and attitudes, based on power relationships[9]. With a long view of history, the attitudes and beliefs develop together with the subjects and words, and they are interconnected, rather than one caused by the other. Defining the ‘horizon of meaning’[10] and ‘truths’ will necessitate a definition of these for several situations; one for the general public; another for politicians; another for the military; another for business and commerce; and probably most importantly, the perceived ‘enemy’. This may provide us with several inter-related and overlapping, but different, discourses. Carr proposed the idea that one’s own views are promoted by being veiled as in the interests of all.[11] He proposed a realist view of state and power, and the national self-interest represented.[12] This, given the time period of the research, may be a more accurate description of the ‘discourse’. Reading these documents as ‘performances’ can be useful in some cases, but generally the research so far has shown that the majority of documents seek to downplay ‘performance’. The authors tend to focus on, what are to them, the facts of a particular situation. A large number of these documents were never intended to be seen by the general public, and their content is sometimes disturbing. Had they been written with an eye to future publication, the likelihood is the content would be different, as can be seen in those few items which are â€Å"polished† for public consumption. With both the original and public versions, we can see that harsh details are left out, and more general conclusions adopted. In the raw originals, difficult decisions affecting millions of people are taken. It is these raw originals which make up the vast majority of the research material for the study. Although we can never completely ignore the fact that some writers will be less analytical than others, we can use the large number of documents in cross-referencing and evaluating any particular writer’s view of a situation. Alliance Theory is a comparative analysis of two or more countries within an alliance, but the structure of the analysis can be used to establish levels of defence spending in the alliance within a standardised framework. Although this research is not directly comparative, it is useful to understand, at least in outline, the spending patterns of other NATO members, and the research will provide specific isolated instances of comparison to establish baseline measures. NATO Alliance Theory tells us that in military alliances, larger countries will have a disproportionate share of the costs of defence to the smaller countries, and uses a methodology which measures such variables as GDP, defence spending and population size[13]. Benefits deriving from the common defence are also analysed in terms of â€Å"good† provided to the populations involved. This can be employment, national and local income from arms sales and foreign investment, or spin-offs from military production that f ind their way into consumer products. Included in the analysis is an evaluation of the convergence of purpose in an alliance, which is proposed to have direct effect on the sharing of burdens within the alliance (the stronger the convergence, the greater the disproportion of burden sharing.) There are several areas of investigation that must be included in this research to make it valid. Not only will the capability of the military be investigated, but the political will to make unpopular and financially costly decisions, and the overall effect of policy within collective defence. The methodology planned for this research is an amalgam. It will use a mixture of quantitative and qualitative research, dealing with a range of subjects from the number of NATO small-arms ammunition rounds kept in War reserve for the front line troops to use in case of war, to the ability of the British Government to mobilise sufficient transport to move 300,000 US and Canadian reinforcements and their associated equipment from ports and airports around the country to the European Continent. A large part of the analysis will involve the reviewing of financial and material contributions to NATO, set against the force proposals. This information will be obtained from British Government and MOD p apers. Financial data must be analysed with a solid baseline which takes into account inflation, foreign exchange and varying unit costs. The research will analyse particular aspects of defence policy that can be quantified directly, for example the provision of naval vessels committed to NATO’s Eastern Atlantic command in the event of a war, and compare the actual available naval vessels and their capabilities. Such comparisons can be applied to a variety of circumstances from tanks to hospital beds to ammunition reserves. The data will also analyse the cost of Home/Civil Defence as part of the Defence budget, and allow a conclusion to be drawn as to whether this fulfilled any NATO obligation, for example Key Point Defence[14], or whether it provided a positive benefit to Britain (as defined within Alliance Theory). The exercises mentioned as case studies will be analysed using counterfactual conditions taken directly from MOD exercises of the period which best reflect the p erceived threat. The military, political and social awareness of the demands of the BAOR and Home/Civil Defence will be assessed here. Using an historically informed appreciation of the broader events of the time, the qualitative and quantitative findings mentioned above can be brought together to comprehensively answer the research aims. It is axiomatic that research such as this cannot be undertaken without a long view of the history of British defence and foreign policy. Britain had, for the previous 200 or more years, focussed much of her foreign and military policy on maintaining a balance of power in continental Europe. This allowed her to focus on Imperial expansion, and latterly on securing trade-routes and supply. Membership of NATO, and the efforts put into that membership must be seen in context, otherwise certain events and policies will be misunderstood. King, Keohane and Verba state that, â€Å"All good research can be understood †¦ to derive from the same underlying logic of inference.† [15] There is no one methodology that fits the research being undertaken, as it does not aim to prove or support a theory. Rather it seeks to understand and answer a fundamental question that is still relevant today, namely can the defence policy fulfil its aims? Alliance theory can aid in an analysis of the quantitative data, providing an assessment of the benefits to Britain of its NATO role, and the costs associated with it. The fact that one methodology does not fit the research does not mean that aspects of that methodology cannot be used. A criticism that may be levelled at this research is that it doesn’t have a recognised methodology, in the way that Small-N or Discourse analysis is recognised. However, the final methodology must be designed with rigour in mind, such that it answers any criticisms of structure and coherence within the framework of the required research. Word Count:2866 1 of 5 [1] Mancur Olson and Richard Zeckhauser, ‘An Economic Theory of Alliances’ (RAND Corporation, 1966), RM-4297-ISA. [2] Stanley Lieberson, ‘Small Ns and Big Conclusions: An Examination of the Reasoning in Comparative Studies Based on a Small Number of Cases’, University of North Carolina Press, 1991. However, a different perspective on the use of Mill’s methods in Small-N analysis is proposed see Goldstone quoted in Mahoney, p388 [3] Statement on the Defence Estimate 1979 – The National Archives, CAB 129/205/3 [4] The Warsaw Treaty Organisation of Friendship, Cooperation and Mutual Assistance was formed in 1955 [5] 1982 Falklands War and 1991 Gulf War. Although the Gulf War is outside the timescales adopted for this research, the plans in place will be those developed during the period under review. [6] Stephen G. Brooks and William C. Wohlforth, From Old Thinking to New Thinking in Qualitative Research, International Security, Vol. 26, No. 4 (Spring, 2002), pp. 93-111 [7] John Tosh, The Pursuit of History: Aims, Methods, and New Directions in the Study of Modern History, 4th ed (New York: Longman, 2006), p. 195. [8] Professor Louis de Saussure, Pragmatic Issues In Discourse Analysis, Critical Approaches to Discourse Analysis Across Disciplines 1 (1), 2007, p179 [9] Derek Hook, Discourse, knowledge, materiality, history : Foucault and discourse analysis, Theory and Psychology 11 (4), 2001, p521 – 547. [10] Powerpoint presentation, Dr Andreas Behnke, PIM56, Spring Term 2014 [11] Howard Williams, Moorhead Wright and Tony Evans, eds., A Reader in International Relations and Political Theory (Buckingham: Open University Press, 1993), pp. 179–180. [12] John Mearsheimer, E.H. Carr vs. Idealism: The Battle Rages On (Sage Publications, 2005) [13] Olson and Zeckhauser. [14] Key Points include ammunition stores, communication centres, Early Warning systems amongst a host of other locations which could be defended with deadly force, even before the outbreak of a war. [15] King, Keohane Verba, Designing Social Inquiry, Princeton University Press, 1996, p 4