While a Kestrel for a Knave Begins with a Sense of Hope

While A Kestrel for a Knave begins with a sense of hope, it soon becomes clear that the novel and film are both ultimately about Billy’s defeat. To what extent do you agree with this statement? The statement â€Å"While A Kestrel for a Knave begins with a sense of hope, it soon becomes clear that the novel and film are both ultimately about Billy’s defeat. † is one that I wholeheartedly concur with.A Kestrel for a Knave is a brilliantly written novel by Barry Hines that was successful in overcoming the issues of transference to film presented in From Page to Screen, and, though they are separate art forms, both adaptations (page and screen) capture superbly the bleak existence of Billy Casper, the initial hope and companionship brought by his pet Kestrel hawk but most of all his tragic defeat. As the novel progresses, his hope diminishes and is eventually extinguished in the final moments of both book and film.The film, in my opinion, through what is possible vis ually through the screen and the accompanying soundtrack amplifies the harsh reality of Billy’s life that the book simply cannot, also increasing the sense of hope that Kes brings. Unfortunately for readers it becomes apparent that the novel and film is about Billy’s inevitable defeat and the tragedy of this is increased by the fact that both page and screen adaptations of A Kestrel for a Knave undeniably begin with a sense of hope which is seen when Billy speaks to Mr Farthing’s class about how he trained Kes.In both the novel and film Billy is treated as a failure at school and unhappy at home; however he discovers a new passion in life when he finds Kes, a kestrel hawk. Billy identifies with her â€Å"silent strength† and she inspires and instils in him the trust and love that no-one else, not even his family can provide. Kes gives Billy a sense of satisfaction, achievement and the will to live another day while others is Billy’s position would have given up on life long ago.Kes is effectively Billy’s best friend and whom he spends most of his spare time with and as Billy has trained the hawk himself he feels a great sense of pride when speaking of Kes in Mr Farthing’s class. In the novel Mr Farthing coaxes Billy into speaking about the hawk, and when Billy begins his story he immediately changes. Though Billy lives with his mother and Jud his true closest companion is Kes, and whilst speaking about Kes his whole â€Å"school persona† of one word answers and mumbling disappears. For the first time at school, Billy is engaged as he is discussing his one true passion, the hawk.He sheds his lonely, independent shell and really opens up to the class. In the novel Hines changes his writing style to enhance the sense of emotion and attach the reader to Billy. In the film and novel we (like Mr Farthing) see in this scene Billy’s full potential, what person he could be if given the attention and care he deserves. Billy (vividly in the novel and expertly acted in the film) re-enacts Kes’ flights and states that â€Å"that’s it. I’d done it. I’d trained her. It’s a smashing feeling; you can’t believe that you’ll be able to do it but I did! † and is met with applause from his peers.In this we see that there is hope for Billy; that he will not have to â€Å"go down t’pit† as he states in the first scene with Jud and that his passion for life, his everything, is Kes. Kes is what is keeping him from defeat and against the odds he has found, in his circumstances, something to live for. Unfortunately following this scene where there is a sense hope are scenes where, as readers (and viewers) we realise the tragic situation that Billy is in and the story begins to become one of defeat. Billy is tasked to write a â€Å"tall story† by Mr Farthing; an â€Å"imaginary story† that â€Å"really get his imaginatio n going† (pg. 87).Billy writes what is in reality what we would consider to be an average day. His interpretation of â€Å"something that is unbelievable and far-fetched† (pg. 88) is what we accept every day without a second thought: Mrs Casper has no time for Billy: â€Å"Oh stop pestering me! I'm late enough as it is! † She finds her social life and nights out more important than listening to what Billy has to say, yet in his Tall Story Billy’s mother makes him breakfast in bed and she does not have to work and will be at home for her family. Hines makes effective use of detail as Billy observes the carpet, the radiator and the vase of fresh daffodils.We take these for granted now and they would not have been rare when the novel was written, but they sadly are not part of Billy’s life. The Tall Story tells us of Billy’s longing; not for just a normal home but for his mother to show some affection towards him (she makes him breakfast in bed) , Jud to go away (he joins the Army), his Dad to return, the teachers to be nice to him and for school to be interesting. Billy’s dire circumstances are amplified after reading the Tall Story as we realise that none of what Billy desperately longs and yearns for is going to occur and the sense of defeat becomes more apparent and prevalent in the story.This scene is omitted during the film but, as mentioned in the article From Page to Screen: â€Å"Given the inherent differences in the ways novels and films work to make their meanings and to engage their audiences, and given the different conventions governing the production, distribution and reception of each, it is scarcely surprising that the process of transposition from one medium to the other should be fraught with difficulties (omission of scenes being one of them)† including Billy’s Tall Story in the film would have been highly difficult.The film is not at a loss however as scenes such as the one where Bi lly visits the Youth Employment Office fully capture the sense of defeat and all but extinguish the sense of dwindling sense of hope remaining: Beautifully written by Hines and equally so captured on film, the Youth Employment Office scene is one where Billy, desperate to hide from Jud enters the room only to be met with a harsher reality than Jud’s impending physical retaliation for not placing the bet: his future will be one working in the dreaded mines.The employment officer asks of what Billy is good at and is met with no response. Consulting Billy’s report card the officer prints MANUAL as Billy’s type of employment and when mentioning mining is met with this response: â€Å"I’m not goin’ down t’pit† â€Å"Conditions have improved tremendously†¦Ã¢â‚¬  â€Å"I wouldn’ t be seen dead down t’pit† â€Å"Well there doesn’t seem to be any job in England for you then†.The employment officer inqu ires of Billy’s hobbies but, preoccupied with his thoughts, Billy neglects to mention his one true passion, his one chance to escape his depressing future; Kes. Billy gets up and leaves, not knowing the gravity of what he has just done. The ensuing scene is incredibly sad; Billy sprinting home from school asking all whom he meets â€Å"have you seen our Jud? † and calling out â€Å"Kes! Kes! † As he becomes more and more frantic we and Billy realise something has happened to his beloved kestrel.In the film the shot of Billy alone in the field, swinging his creance and screaming for Kes is incredibly powerful as details such as Billy’s slowly changing facial expression as he becomes more desperate and the sad, slow music that begins to play amplify the sense of defeat that he feels and the realisation from a viewer’s perspective that he has most certainly lost everything, including hope. Billy enters his house and exclaims â€Å"what’s tha d one wi’ it!? † and his mother responds â€Å"Where have you been? Your tea’s getting’ cold! †. Jud throws Billy to the ground when he confronts him and all Mrs Casper can muster is a light slap to his arm.Billy gets up and says to his mother â€Å"he’s gone and killed me hawk† Jud, nonchalantly whilst broddling the fire states â€Å"so what if I have? What are you going to do about it? † In the novel Billy attempts to bury his head into his mother’s skirt and is pushed away out of embarrassment and met with the blow of his mother’s words â€Å"don’t be so daft† however the defeat and despair in Billy’s mind after hearing Jud’s comment is, in my opinion far better expressed in the film; Billy throws himself down onto the couch and buries his in the pillow as his worst fear in the world has now been confirmed.Billy lifts his head to yell repeatedly, through tears â€Å"you’re a bas tard! A big rotten bastard! †. Billy then, to the shock of Mrs Casper yells â€Å"you bastard! You fucking bastard! † The sad notion here is that the swear word that Billy has just used is the worst he can do, his attempt at a â€Å"knockout blow† to Jud as he cannot (nor his mother) physically intimidate; he instead unleashes the largest weapon in his arsenal; language. It is met with this comment from his mother: â€Å"Shut up Billy I’m not having that kind of language in my house! † Billy yells â€Å"well do summat to him then! , begging his mother to understand what Jud has done but she simply disregards this and asks Jud â€Å"what’s tha’ done wi’ it? †. The line that solidifies in viewers and reader’s minds that all is lost for Billy escapes Jud’s lips; â€Å"it’s in t’bin†. We now know that the novel is ultimately about Billy’s defeat as his closest companion in the world, Kes, is dead and in the rubbish bin. Kes, deceased and in the bin is symbolising the sliver of hope that we as readers and viewers had at the beginning of A Kestrel for a Knave; the hope that is now dead.In possibly the most compelling scene in both film and novel Billy grabs Kes from the bin and runs back inside, dangling the bird in front of his mother’s face with tears streaming down his own, desperately yearning for some comfort, some love, affection and understanding. He receives none and Mrs Casper pushes the bird aside. Billy asks his mother to â€Å"give Jud a hidin! † to which she asks â€Å"how? † and Jud snorts in amusement. â€Å"You’ve cried about it long enough now Billy, you can get another can’t you? † Billy cannot take any more of this and lunges at Jud one last time before leaving the house yelling â€Å"You’ll never catch me! , Kes lifeless in his hand. In the film he goes to the wood, stroking his dead feathered hopes and dreams and buries Kes, defeated, however I do believe that the novel’s ending, though difficult to transfer to film is far more apt: Billy returns to the theatre and relives the traumatic experiences of the day his father left home; a combination of his tall story and tragic past. In a dreamlike sequence, Billy imagines himself on the screen, starring in a film with Kes, triumphing over Jud – but he realises this will never happen.The suggestion is that things just won't get any better, that hope is lost and that he has been defeated. Hines has shown a distinct change in his writing here however I believe that his credibility is still intact as the highly staccato surreal sequence expresses Billy’s despair, distress and ultimate defeat; seeing his past and dead hopes for a life with Kes. Billy returns home, and the novel finishes bluntly with him burying Kes and going to bed. The unexpected and unsatisfying ending maintains the harsh, lonely and bitter note of the novel, emphasising ultimately Billy’s defeat.Though A Kestrel for a Knave begins with a sense of hope with the arrival of Kes it becomes apparent from the Tall Story onwards that it will be about Billy’s defeat, something we see from scenes such as the Youth Employment Office and the tragic, highly sad ending where Billy is doomed to work in the pit and has lost the one thing he cared about and cared for him. The day, novel and film ends how it started; with Billy returning to bed with Jud; however he now has no Kes, no hope, and is completely and utterly defeated.

How Technology Has Changed Our Lives Essay

Technology has altered our lives significantly in 20 years. It has advanced in many things like phones, computers, television, science, etc. Devices I think devices have improved the most in 20 years. In my opinion, I feel it has made our lives more independent. It enables us to wonder about things further, and then become curious and Google it. For example, when we aren’t sure of what to do (for school projects, DIY jobs) we can just pull up a site such as Ask.com, Answers.com and get instant help. Devices also have several reminder, alarm, note and calculator applications, making you stress-free. The internet now allows shopping lovers to purchase everything, from pencils to penthouses. And when you’re on the go, you’ll never be bored with games and book applications. Education Education has changed a lot too, and you might not notice it. If a kid is doing geography, they can access sites like Google Earth and explore the world in 3D. They are now able to access websites for checking homework, reminders, and important events. Teachers hardly ever use blackboards now, thanks to the new touch sense screens called SmartBoards. And for homeschooled kids ,they get just the same education as regular schooled kids. They can log on to online programs where they have lessons from real teachers via voice calls. Now a teacher is not limited by the number of chairs in her classroom. One teacher can teach 100 kids at a time. Medicine In the field of medicine, technology has truly saved millions of lives. Doctors have found cures to so many diseases, which were otherwise at one time fatal. Doctors can study the human body so very closely now, with things like CT scans and x-rays. With CT scans, doctors can examine everything in the human body to determine a certain problem that the person may have. Doctors have also developed more antibiotics, which are mandatory when a person is sick. These are just a few of the reasons how technology has changed our lives in 20 years. Read more:Â  Technology Improving Our Lives

A School for My Village

Anna Spangler Professor Williamson English 101 November 19, 2012 A School For My Village The story of the building of an extraordinary school for innocent orphans that are not healthy and the astonishing effort by one man, Twesigye Jackson Kaguri, to raise an African community out of poverty and hopelessness makes a highly inspiring book. A School For My Village is an unforgettable page- turner that demonstrates that one person with a bold dream can change the lives of people who deeply need it and can make the world a better place to live in.This story is a great example of how turning tragedy into hope can result in a very successful thing and how one person can truly make an enormous difference in the world for the better. Kaguri tells his story of how he overcame tremendous odds on building a tuition-free school for HIV/AIDS orphans in his home village of Nyakagyezi, Uganda. This amazing story combines his own story of growing up in Nyaka, the events that led him promoter for HIV /AIDS, and his journey toward founding/ developing the school. Growing up in rural Uganda, Kaguri lived on his family’s small farm and often-worked long hours for his father.His parents were barely able to send him to college with the little money that they had saved, but Kaguri overcame the odds and eventually became a visiting scholar at Columbia University in New York City. He overcame poverty to earn a degree and worked as a human rights advocate. When he returned to his village in Uganda with his wife after earning his degree, the number of orphans who were the victims of the HIV/AIDS epidemic overwhelmed him with dissatisfaction, so he vowed to open the first tuition-free school in the district for these innocent children who desperately needed it.Faced with many daunting obstacles, including little money, skepticism among friends in both the U. S. and Uganda, corrupt school inspectors, and a lack of supplies, he and his wife doggedly built one classroom after another u ntil they had an accredited primary school filled with students dreaming of becoming the future doctors, teachers, lawyers, engineers, and even presidents of Uganda.This inspiring story is a very heart warming one that makes you realize how lucky you actually are for the life that you have and the amount of opportunities you can get that you are able to succeed in. This story really teaches you to not be selfish and I believe that is an important aspect that every human being needs to learn better. Who knew one person could make such an impact on so many lives for the better? Kaguri answered that question on a whole new level with his actions that he had completed and been successful in.A School For My Village teaches readers that anything is possible if you put hard work into it. It also teaches you to never give up no matter how many things are not in your favor or working in your manor. Kaguri did not want the children of his hometown to be held back because of the opportunities/ learning utensils that they did not have, so he found a way to give them what they need in order to be successful. Those heroic efforts accomplished by Kaguri are truly unbelievable and definitely need to be known throughout the world.

The Portrayal of Brazil in the U.S. News Media Thesis

The Portrayal of Brazil in the U.S. News Media - Thesis Example This is the major reason for choosing this subject matter as a research topic. Related to the image of Brazil portrayed by the US news media, several literatures have been published having strong influences on the public opinion. For instance, as stated by Paulo Sotero in one of his literatures, â€Å"historically, the United States has been disproportionately more relevant for Brazil than Brazil has been for the United States† (Sotero, 2007, pp. 3). This statement evidently depicts the relationship between the two economies with due consideration to the influence of the news media. In another news publication by BBC, it was quoted that Brazil is the biggest democratic country and economic giant and is South America’s most significant country (BBC, 2010). A literature published by Dr. Lucas (2002) reveals that The United Sates of America and Brazil are known to be the two most prosperous and stable nations in the region of America. These two nations share common nationa l interests relating to prosperity and security. The two countries often emerge to be moving in parallel direction or are odds with one other despite sharing superior bilateral relations (Lucas, 2002). As depicted by Robert M Levine and John J Crocitti in the Brazil Reader: History, Culture, and Politics, according to the information collected by Mr. Turner Catledge of the New York Times states that the country (Brazil) was not a fascist country. There was a false presentation of Brazil as a fascist country in the US. The US news media presented certain information about Brazil that generated a view about Brazil in a different way. There was news that in Brazil there was no liberty of speech and freedom of press. The newspapers presented strong and denunciatory articles based upon politics of Brazil (Levine & Crocitti, 1999). The US and Brazil shared better relationship before the World War II and there were lots of news about the Brazilian political and economical issues in the US media that portrayed different views of Brazil in the US economy. For instance, there were controversies relating to the Brazilian Government’s formation of relationship with the other nations in order to gain benefits especially with the Asian nations. During the Cold War period, the bilateral relations between the US and Brazil was under the immense pressure due to the articles that were published in the US media, which apparently notes the influence of news media in portraying the image of an economy (Arnson & Sotero, 2010). The new President of Brazil, Mr. Fernando Henrique Cardoso in the year 1995 had been in the media for the policies of this government in order to develop the Brazilian economy. The President not only established relationships with various nations but also engaged economical and political links with the neighboring countries within South America (Arnson & Sotero, 2010). The news about the new President of Brazil had high influence in the other nations o f South America. The publication about the political leaders of South America was a controversial subject in the US media. There were several reports and publications that were published by the different renowned US media agencies. The validity of certain reports was not known and was subject to critics (Arnson & Sotero, 2010). Inclusively, Mr. Rubens Antonio Barbosa, Brazil’s Ambassador to the US, during the year of 2000 in acknowledgment to Congress, stated about the desires and

Comparison of two nursing education systems Assignment - 1

Comparison of two nursing education systems - Assignment Example Notably, there has been increased enrolment into degree nursing education as compared to diploma enrolment because of numerous reasons. Under degree baccalaureate degree in nursing, experts identify it as a unique and holistic education program that allows practical and theoretical application of nursing. Firstly, it encompasses all course work taught at diploma level, in-depth treatment of physical and social sciences and nursing services management. It is, therefore, more superior in terms of coverage and relevance to modern nursing (Mayne et al., 2013 pp 15). Secondly, the degree program encompasses humanity courses that allow students to have a wider knowledge beyond medical diseases and patients. Unlike, degree program diploma system has narrow scope that restrict curriculum to fundamental medical cases and patient management. Lack of additional courses at diploma curriculum inhibit professional development, and graduates lack broader scope of practice (Mayne et al., 2013 pp 15). The Joint Statement on Academics Progression for Nursing Students and Graduates (JSAPNSG), American Association of Colleges, American Association of Community Colleges, they together agreed that degree nursing was more diverse and equipped. The had students shown knowledge on sociological view of patient care. Diploma curriculum centers hospital as a key health institution with little focus on the role of preventive medicine. On contrary, degree program has been anchored on environmental and sociological view of health. It envisions healthy community through medical research and preventive medicine unlike diploma program whose research scope is insignificant (Cabaniss 2014 pp 182). Leonardo (2012 pp 258) states that during May 2010, Tri-Council of Nursing identified nursing degree as a rightful direction that would foster patient safety and quality nursing care that is scientific. It asked diploma nurses to advance their studies in order to

Managed care Essay Example | Topics and Well Written Essays - 250 words - 2

Managed care - Essay Example Thus, this dilemma in expenditure planning further affects the rate settings of managed care mechanism based on the probabilistic premium rate. With effective control of administrative costs and other related expenses, the Medicaid agencies faced severe forms of difficulties related to accrue payments and other relevant needs (Anderson & Fox, 1987). Furthermore, the biased or improper selection of payment services was noted to be affecting the overall process of rate settings. Notably, this sort of plan is likely to attract different set of people undergoing through distinct health conditions. Thus, to increase the transparency of the rate setting system, the Medicaid agencies should develop a plan of incorporating healthier enrollees for Medicaid programs. With the view of developing a biased plan, the Medicaid organizations should remain indulged in formulating effective individual programs within the domain of care giving. Thus, it could be stated that rate setting for a program is one of the major issues faced by the Medicaid organizations in enhancing the ability of the programs to meet the diverse needs of the enrollees (Anderson & Fox,

PEER REVIEW AND SELF ASSESSMENT Essay Example | Topics and Well Written Essays - 500 words

PEER REVIEW AND SELF ASSESSMENT - Essay Example We also connected and worked together, and no one dodge d his or her responsibilities and that made it easier finishing the group work within the agreed time. However, there was a weakness in that some of the members did not respond on time, which resulted in performing in a rush so as be done with the project within the due date. In addition, communication was another issue, whereby, some members like Jennifer and Carolyn always responded late on the discussion board. It changed towards the end, though, for Carolyn as she increases the number of time she communicated. Jennifer, however, never changed and always had an excuse. Another challenge is that, initially there was we had a problem with nursing diagnosis, whereby, we kept going back and forth, on which diagnosis would be correct for the patient. Eventually, we all agreed on the final diagnosis and everyone consented on the final decision. In terms of contribution, I would say that it varied although during the diagnosis it wa s equal. Jennifer contributed the least as she always presented excuses for not being able to carry out a task. In a future project, what I would do differently is ensuring that I have every group member’s number such that communication is improved. Further, I would ensure that we hold group meetings frequently, which possibly would make everyone more serious and effective. During the first few classes, I assumed this course was easy and thought that it only involved the assessment of patients. However, I have come to learn that advance health assessment is very broad and requires a lot of critical thinking. It has developed me in the way I am to assess my patients which and now I am able to issue a quality patient examination. It was challenging at the beginning but through constant consultation with the professor and studying of books such as Jarvis Physical

In what ways did the Puritans influence America in economics ,politics Essay - 2

In what ways did the Puritans influence America in economics ,politics ,and religion - Essay Example The puritans believed that the priests, bishops and cardinals had too much power which needed to be reduced (Ellwood 48). Therefore, through bible readings and teachings, they wanted the members of the church to be directly involved in the activities of the church and demanded for the simplification of worship services. They argued the Church of England was beyond reform thus defied the authority of the church leaders. The puritans advocated for a simpler church ritual and doctrine based on Calvinism. Therefore, this made them disagree with the other members of the Church particularly leaders of the Church of England and as a result they were persecuted and forced to migrate to other parts of Europe and America. In America, they settled in North America particularly in Virginia and along the New England coast. In America, they could worship in their own way as opposed to that of the Church of England and the Catholics, and they became interested in political and social matters other than religious matters only (Dean 49). There influence in the social, political and religious institutions of United States of America was significant. However, the impact or influence of puritans on America in terms of economics, religion and politics has been overlooked by many people. Thus, this paper seeks to investigate and clarify the ways in which the puritans influenced America’s politics, religion and economy (Dean 55). The puritans founded the USA and the first colonial government in America was a theocratic oligarchy. Winthrop and Mather created the puritan theocracy in 17th century in New England and since this time, American politics have remained Christian (Kubiak 76). The influence of puritans on politics has over the years created a desire on American people to be governed by Christian presidents. Consequently, this desire has forced both democrats and

My personal statement Example | Topics and Well Written Essays - 1000 words

My - Personal Statement Example I am from Indonesia. I am the only child of my parents, and the first child from the entire family to come to America and study. My first inspiration to excel in business came from my parents, who are self-made people, and started their business with nothing at hand. They had not even graduated from any high school, but they had the enthusiasm to do something in their lives, and they have passed on that enthusiasm onto me. Another great support for me has been my best friend. She has supported me in many ways and has inspired me to become a better person. She is actually an artist; and, since I am interested in photography, I have helped her in many of her projects and exhibitions, like In the Grove (Discovery Indonesia), Century Bookstore, and the Indonesian Consulate. For her team of artists, I am the admin and the event organizer of her website named Swargaloka. In my first semester of studying in Pasadena City College, I got a W in accounting and under the unit, because I was fac ing difficulties in the adjustment in the new culture. I also had so many responsibilities at that time and was expected to perform so well, that it was getting hard for me to manage. But later on, I learned how to cope, and improved in many things. For example, in this semester, I am working voluntarily with numerous organizations. However, I got a Win computer information system course, which has made me learn that I have yet to improve a lot to be able to manage both education and co-curricular activities properly and simultaneously.... I actively participated in the â€Å"Your Vote Matters, 2012† in the Asian pacific legal center, where I convinced people to vote by making hundreds of phone calls. I have also been an internee in the operation committee of the tournament of roses. I volunteered for the American Red Cross, and also for the rock and roll marathon that was held in Los Angeles in favor of the ASPCA. Not only did I volunteer outside the campus, but also in many internal activities, like volunteering for the international student registration and orientation for sixteen hours. When I was in my high school in Singapore, I received six commendation certificates for effort and achievement within two years. In my high school in Indonesia, I helped my community by working fifty hours in an orphanage, and donated around $500 by selling food and goodies. I also gave my services in a mosque and temple. I attended a workshop in Indonesia, regarding the understanding of AIDS. I also completed a mentally and physically challenging outward bound course, held in Singapore in 2009 for four days, aimed at developing strong character values, metal resilience, teamwork and leadership. At present, I am working in the consulting LLC, where I am involved in both the internal and external management of the company. I am also an active member of the AGS honor society. I am proud to have contributed to the society in social communication and community service. My Personal Statement 2 Now, I shall discuss some of my personal qualities that make me proud of who I am, and which will surely help me in my professional life as well. My best talents include good organization, discipline, carefulness,

Feelings Of Sadness Essay Example for Free

Feelings Of Sadness Essay This question is about feelings of sadness. Look at the Burial of St John Moore choose one more where there are feelings of sadness. With close reference to the way the poems are written compare and contrast how each speaker conveys his or her feelings of sadness. Show which poem has the more powerful appeal to you emotions. The two poems I am going to use are `The Burial of Sir John Moore` at Corunna by Charles Wolfe and `Remembrance` by Emily Brontà ¯Ã‚ ¿Ã‚ ½. The poem, The Burial of Sir John Moore is a soldiers-eye-view of what initially appears to be the hurried and rather undignified burial at night of Sir John Moore in an unmarked grave and immediately prior to the retreat of his surviving forces by sea. The clear sadness in this poem is of a death, just what Remembrance deals with. Although Brontà ¯Ã‚ ¿Ã‚ ½ is writing about a death of a lover her use of first person narration, presents the reader with a very powerful description of the emotions surrounding the loss. In the poem, The Burial of Sir John Moore, the funeral they have for the major still respected even though its in silence and nothing of what a man of his standards or any soldier should be having. The funeral differs a lot from what a funeral would be if the body was brought back home properly. Not a drum was heard, not a funeral note If that was back home, there would be the complete opposite from that line, all the soldiers would drum and there would be tunes. Not a soldier discharged his farewell shot But on the battlefield they couldnt make any noise what so ever, therefore the funeral was done in silence. The whole way through the poem you still see how much respect the soldiers have for Sir John Moore, even after hes dead. They still look up to him as the hero that he is. In the poem The Remembrance, Bronte is talking about her partner that has passed away. Her use of first person narration presents the reader of very powerful descriptions about her love and emotions. The month of December is a very cold and miserable season at times. Cold in the earth and fifteen wild Decembers So imagining fifteen of them is what life is like for her without her lover. She is never going to find no one like him, No later light has lightened up my heaven; No second morn has ever shone for me. The form of, The Burial of Sir John Moore, is Eight four-line stanzas. The tone is mainly sadness at the loss of a war hero. The reader also senses the loneliness and fear of the soldiers and their guilty haste and nervousness in burying their hero without any form of ceremony. It has a regular rhyming scheme. It creates a sombre and solemn beat which might remind the reader of a military funeral march. The language is simple throughout the whole poem. The imagery creates a sense of their loneliness and fear and also of their pride and courage. The form of Remembrance is a lyric poem or lament written in eight four line verses. The tone at first questioning, doubting, then certain and passionately resolved. The mood is one of despair and grief. It is a regular rhyming scheme. It has the regular beat of a hymn, with the emphasis tending to fall at the beginning and half way through each line. There is also a lot of repetition cold, severed, forget, hopes, my lifes bliss to emphasise the effect the death has on the speaker. The bird metaphor in stanza two reflects the flightiness, and inconstancy of human thought. The change of tense in the second half of the poem heralds a change of thought and tone and answers the query raised. She does remember, only too well. Fifteen wild Decembers have not succeeded in dulling the rapturous pain of memory. The hard, unfeeling words of the first half, expressing the coldness of grief such as cold, wrong, sever, hover, suffering, wild obscure give way in the second half to softer words, hymn-like words (not surprising considering her Methodist background) such as bliss, golden, joy, cherished, yearning, burning rapturous, anguish. These words inject the poem with a passion, which reflects the depth of her emotions when she allows herself the luxury of remembrance. Out of both poems I think The Burial of Sir John Moore would come across as the saddest, even though it shows fewer emotions than Remembrance. However, the poem isnt a depressing one to read, it has a kind of excitement to it, to find out what is going to happen. But the actual story line to both poems are very sad, which is clear as they both are about death.

Legal and Ethical Issues a Healthcare Provider May Face

Legal and Ethical Issues a Healthcare Provider May Face EMMYLOU GAY J. DOLOTINA 6. ETHICAL ISSUES AND CONFLICTS 6.1 MALPRACTICE This pertains to careless acts and/or not doing what needs to be done in accordance with the standards of practice of health care. For example the nurse cannot perform indwelling catheterization unless she was trained to do so, and without the doctor’s order for it. This works the same way as when doctors prescribe medications to the elderly without prior laboratory tests made. On the other hand, a caregiver who fails to put the bed down, lock the brake and put the sensor mat on after doing the turning to sides of the resident is also an act of malpractice as this will lead to injury or even death of a resident. MANAGEMENT: Provide information materials in the staff room and the nurses’ station about the risks and possible outcomes including the lawsuit that can be filled when proven guilty Provide a seminar with open forum about the professional practice – what’s new and what not to do in the healthcare setting. Reorientation of the staff on the policies and standards to be followed though meetings and written communications. 6.2 CONFIDENTIALITY The healthcare team members of Kindly Residential facility are obliged to follow strict safekeeping of the resident’s information among the team members which include the medical history, past treatments, even the address and phone numbers relevant to the care of the patient. For example, if somebody calls the nurses station and asks for some information about the resident, the nurse/ healthcare assistant has to refuse to release any information to the caller. If in turn, the caller asks for mobile phone number of the attending physician, still the nurse/caregiver should not give the information. This is also applicable to the rest of the members of the team. The mobile numbers, addresses should not be given without permission from the particular person. MANAGEMENT: Formulate a protocol with regard to information releasing over the phone. The family may sign up an agreement of having a code when acquiring information on present condition of the elderly member in the facility. Implement a colour coding of the folders in order for the staff to recognize the types of files, so as not to accidentally open confidential files of other people. Implementation of disciplinary actions of whoever breaks confidentiality rules leading to mistrust of the older people and their families. 6.3 CONSENT Consent is an agreement between the person, allowing the healthcare professional to perform care, medical intervention and obtain history of the elderly person after being properly explained on the steps and risks of the procedures. This is usually put into writing or recorded for the protection of both parties. The issue arises when the elderly person is assessed to be incapable of making decisions for his care due to dementia and other geriatric conditions. The immediate family is given the power of authority by the elderly to execute actions for the resident’s care and treatment. In some cases, the authorised person readily decides for the elderly without consulting the older person on his/her preference of care. An example is when the doctor prescribes medications for palliative care for the patient after thorough assessment. The family decided to sign the consent for the induction of the medication, but then the elderly refused to be given the medication. Still, the elderly has the right to refuse even with the consent signed. MANAGEMENT: Ensure acquisition of consent forms with signature prior to implementing care such as catheterization, intravenous tubing, etc. including admission forms. Upon admission, approval for authorised person is to be assigned for clearance from the legal counsel of the facility. Any queries regarding the matter will be addressed by the legal counsel office. 7. ETHICAL APPROACHES 7.1 PRINCIPLISM The following are parts of the ideologies of Principlism: a. AUTONOMY This is said to be the free will of man, to choose and decide things that affect his life. Elderly people suffering from dementia and other health conditions of the elderly have diminished autonomy. These people are given protection. APPLICATION: Informed Consent for the following reasons Information – provides knowledge of the whole process: procedure, steps, risks and benefits, other alternative actions, answer questions and give an opportunity to withdraw Comprehension- for understanding Voluntariness- the freedom b. BENEFICENCE and NON MALEFICENCE Beneficence is to do good, while non maleficence is the practice to do no harm. In some instances, a caregiver has to choose between two actions which both give a benefit to the elderly, but in another way has a negative side. For instance, the patient is on liquid restriction, however, the patient is crying a lot because she wanted to drink more water. The caregiver can safely wipe her mouth with wet cotton from time to time. In this way she is giving the patient comfort, at the same time, avoiding the practice to do harm by keeping the restriction of fluid even with the constant calling of the resident. APPLICATION: Assessment in the risks and benefits The avoidance of adding up to the nature of the problem The system of assessment of these risks and benefits is made clear c. JUSTICE This refers to the balance between the reason for performing the procedure or treatment of an elderly person and its impact towards the totality of his well-being. The positive impact must outweigh the painful process that the elderly patient may undergo. For instance, a 90 year old resident is complaining of knee pains and is tired of taking the pain killers. The only long term treatment that the doctor sees in order to alleviate the pain for the patient is to undergo knee cap replacement surgery. The doctor has to assess the patient’s condition if he can still endure the process, and if he can still recover properly from the operation. It is not justifiable to put the elderly for surgery for the reason that the resident can afford it and just wanted to do it if he will end up without pain but bedridden. APPLICATION: Procedures Decision making guide in performing the procedures Weighing positive outcomes of treatment versus pain along the process of doing it. 7.2 VIRTUE ETHICS In the field of healthcare, the healthcare team undeniably possess the character of patience and good virtues. This is one of the reasons why these people are able to endure the stressful environment of caring for the elderly with dementia and other medical conditions that the older people suffer. Virtue ethics refers to the positive inner aspects that a healthcare team member holds naturally, that radiates in the workplace. This helps in keeping the job well done. For instance, a person may say that he/she will not commit murder because he/she can’t bear to do it. 7.3 DUTY ETHICS In the principle of deontology, the team member does the job well by adhering to the rules of the facility and the standards of practice. Therefore there is a higher authority that is being based upon in order to fulfil a task. Obedience is the key to doing the tasks. For example, a person may say he/she will not commit murder because it is against the law of the country. 7.4 CONSEQUENTIALISM The judgement of whether the job is properly done lies in the consequences and the outcomes of the effort done. Therefore, a person must not perform the action if the outcome is perceived to be negative. For example, a person may say he/she will not commit murder because it will bring me to jail. REFERENCES: Greenwood, B. (2015).Legal and ethical issues that health care professionals face. Retrieved from http://work.chron.com/legal-ethical-issues-health-care-professionals-face-5648.html Wikipedia (2014). Principlism. Retrieved from http://en.wikipedia.org/wiki/Principlism Wikipedia (2014). Virtue Ethics. Retrieved from http://en.wikipedia.org/wiki/Virtue_ethics

The Introdution To Food Industry Marketing Essay

The Introdution To Food Industry Marketing Essay Food is a basic need and food service industry will always continue in demand. This industry includes restaurants, fast foods, and cafeterias, catering opportunities, food carts, food trunks and the like. Filipinos love to eat. This love for food and eating is the major reason why the food industry has flourished well in the Philippines and why you will see a lot of restaurants and fast foods scattered all over the country. These fast foods and restaurants can be local or international. Filipino food is considered as a unique mixture of Eastern and Western cuisines that mirrors the history of the country. It includes plates and cooking procedures from countries like China, Spain, Mexico and the United States. Even although Filipino food has been influenced by Eastern and Western countries, what makes it unique is the history, the society that introduced and adapted it and the people who accepted it into their homes and restaurants. Filipinos are not just into good food but the total dining experience, good food is just a part of it. It is the way we feel when we are within a fast food or restaurant. How it feels to dinner out with family or friends or even when youre by yourself. When choosing a restaurant or a fast food, customers usually check for the cleanliness of the place, freshness of the food, watched over premises, enough parking area, the mood, design and land of the place, and for some restaurants, even the music. The physical and emotional response is a result of all these factors. These can make the whole dining experience level better. A recent study shows that due to economic crisis, customers or consumers think that when it comes to food shopping, preparing and dining. They are not for weight loss or just eating out at fancy restaurants but they choose what they eat for wellness. They want more nutrition for their money and are more conscious of it. INTRODUCTION OF FAST FOOD Fast food is food, which is ready and served quickly at outlets called fast-food restaurants. A restaurant is an organization that serves ready food and beverages on tables set for individuals, pair or bigger groups, to be consumed primarily on the location. Restaurants serve a wide variety of food at a particular cost given on its menu card for on or off the place consumption. These include eating establishments where consumers are served at walkup or make away ordering counters for either on or off building consumption. However, most good restaurant serve food at tables to their consumers for on-premises consumption. Many of the restaurant chains, have improved their annual sales many times over, well away from the limits of the tables they can served each day, by contribution hot well packed meals through free home delivery service on orders placed through a telephone call. It is multi-billion peso businesses that continue to grow up quickly in many countries. A fast-food restaurant is a restaurant characterized both by food which is supplied quickly after ordering, and by smallest service. The food in these restaurants is often cooked in mass in advance and reserved hot, or reheated to order. Many fast-food restaurants are part of restaurant chains or license operations, and standardized food are shipped to each restaurant from central locations. In todays world, going to a restaurant has more to do with socialize then to just having a snack. Only a few decades reverse restaurants were specially target families, which situation does not hold true today. Nowadays, even children; regularly eat out with their friends, on their own. Therefore, restaurants are not just about food of ambience. On a worldwide level, they are an important supplier to the economy while on personal levels it provides us with a place to easily connect with others. OBJECTIVES To set up an existence as  a successful local fast food outlets and get a market share in Philippiness fast food industry. To make FRHANP Fries  a destination spot for malls. To expand into a number of outlets by near years, and sell the franchise to neighboring metropolitan cities. Mission : Our main goal is to be one of the most successful fast food outlets in Philippines, starting with one retail outlet located inside a major shopping mall as a market tester. Our main focus will be serving high-quality food at a great value. COMPANY SUMMARY What is FRHANP Fries? FRHANP Fries sells  foodie fries in a cone  with a  choice of paste. We use the concept of Belgian Fries, where the fries are all made from fresh potatoes and fried twice. Our outlet also provides excellent and friendly customer service to support the ambience of fun, energetic and youthful lifestyle.   Youthful and fresh surroundings We will imitate  successful establishments, such as Jamba Juice and Starbucks, which represent the majority of our core target market, between 18 to 35 years of age. Our store will feature display cooking of our featured Fries from cutting to frying. Our customers will also be able to read our in-house brochures in regards to all knowledge about Fries and our featured sauces as well as other products like burgers and shakes. Our store will be decorated with fast food setting, such as a bright counter and display menu on the wall. Quality Food Each  store will  offer nothing but freshly fried Belgian fries, sandwiches, Burgers, Shakes and variety of unique blend sauces, all served with old-fashioned home-style care. Open Everyday Our store is open everyday from 10 am to 9 pm. Variety, variety, variety A different selection of burgers and sandwiches will be featured every three months and we will also change our Indian soda flavors and shakes to accompany our fries. Start-up Summary The retail outlet will be rented at one of the target location shopping malls. Our preference is Space A, for the main reason of reaching larger traffic. Startup requirements will be financed through owner investments. http://www.bplans.com/fast_food_restaurant_business_plan/images/3ea7e45235fa4bd5ad6f924765b00e74.png Start-up Requirements Start-up Expenses Rs. Kitchen and Fixtures 1144800 Furniture and Interior 874500 Legal 159000 Rent 795000 Packaging and Stationary 450500 Contingencies 222600 Total Start-up Expenses 3646400 Start-up Assets 0 Cash Required 2650000 Other Current Assets 0 Long-term Assets 0 Total Assets 2650000 Total Requirements 6296400 Products We want to focus only on selling fries. Alcoholic drinks will not be sold in our outlet, as FRHANP Fries promotes a healthy and positive Philippino lifestyle. Instead, we will offer Idian Soda and Sandwiches  to complement the fries. The dips for Belgian style fries can also be served with sandwiches, they  are available in more than 20 flavors: Pesto Mayo Traditional Sambal Satay pulp Korean BBQ Teriyaki pulp Hot Chili pulp Thai Chili Ketchup Garlic Dip Creamy Wasabi Mayo Roasted Pepper Mayo Lava Cheese Black Pepper pulp Curry Ketchup Barbecue Jalapeno Ketchup Caribbean Islands Competitive Comparison FARHANP Fries has several advantages over its leading competitors: We expect a high degree of enthusiasm and offer a fun store with friendly staff that reflects the companys youthful and energetic culture. Supporting merchandise items that support the companys brand building. Our fried potato is made 100% fresh, compared to most fast food outlets that use frozen fries. Our dipping pulp is also made fresh without preservatives. Our innovative packaging will be more entertaining than our competitors. Company Clean Value Merchandising Hang Out Simple Fresh Cool Pop Culture FAHANP yes yes yes yes yes Yes yes yes McDonalds Yes Yes Yes Yes Yes No Yes Yes KFC Yes Yes No Yes No No Yes No SubWay Yes Yes Yes No Yes Yes No No Sales Literature FARHANP Fries will use advertising and sales programs to get the word out to customers. 1500 color brochures to be distributed throughout destination shopping mall and facilities: in-store, cinemas, area eateries, information during the grand opening. Half page magazine reviews in Philippiness lifestyle magazines that advertise the presence of the outlet. Sourcing Fresh potatoes will be delivered weekly by our distributor directly from the India . We also have an agreement with  Company to exclusively manufacture our Shakes and signature sauces. Future Products For now, we will focus on selling fries and signature shakes, burgers and sauces. However, as we grow further, we will add new categories to our menu, such as Belgian Sandwiches and Buffalo wings. In the future, our growth strategy will be offering the franchise of our brand to food entrepreneurs in the Philippine region. Value Meal Sales of FRHANP Fries will not only generated from the selling of its famous Belgian Fries, but also will be generated by the conception of an innovative package menu called the value meal. It primarily consists of a combination of our featured Belgian Fries, sandwiches and Indian soda at greater value than selling at individual items. Further customization could be done by selling a bigger size of fries called Uber FRHANP to attract price sensitive customers. Market Analysis Summary Consumer expenditures for fast food in Philippines rise during the end of the year 2012, followed by the recovery of Philippiness economy. The increasing number of new establishments such as fast food franchises, fancy restaurants and foodie bakeries around Philippines has shown a significant growth in this sector. Food spending is around 56% of total consumer expenditures in Philippines, and consumer  spending on leisure and recreation made up of 13% of total consumer spending. A  much broader appeal exists for weekend slots because those are the days when most of our core target market enjoys the mall going activities. Age   Youngsters, single, currently enrolled in college and high school. Family unit   We will also appeal to families (young families) with children. Gender   We will target both sexes, with a slight skew for males due to their lower attention  to dietary concerns. Income   We will appeal to the medium income individuals and to all in the lower medium income bracket. According to a recent public survey of people 15 45 years old, 80% of those interviewed like fast food. 90% of them like fast food on a regular basis, and 10% of them claimed that they like fast food very much, or love fast food. The survey also provided the following particular reasons for the increasing popularity of fast food: People have 52 weekends and three long holidays a year. Most of Philipino love to window shop, and when they do strolling around the shopping district, they need a quick bite to accommodate their activities. White-collar workers in offices have stopped bring lunch, and enjoy chicken, hamburger, pizza or other fast food joints in the vicinity. Parents give more money to kids and students to buy lunch. Fast food is naturally their first choice, because of the brand building effort that heavily targets their age group. Eating out still remains as Philippinos common habit of life. They do not perceive fast food is a luxury,  and they enjoy it by bringing their family, especially if they have smaller kids, in the environment of the western-style fast food outlets. Marketing Strategy Our strategy is based on serving our markets well. We will start our first outlet as a market tester that could become a model of the expanding number of outlets in the future. Concentration will be on maintaining quality and establishing a strong identity in the local market. A combination of local media and local store marketing programs will be utilized at each location. Local store marketing is most effective, followed by print advertising. As soon as a concentration of stores is established in a market, then broader media will be explored. By providing a fun and energetic environment, with unbeatable quality at an acceptable price in a clean and friendly outlet, we will be the talk of the town. Therefore, the execution of our concept is the most critical element of our plan. Pricing Strategy Our pricing strategy is positioned as generic, meaning that 200 INR is the average consumer spending for a snack or light lunch in Philippines. Leveraging the volume of fries, Indian Soda, Sandwiches, Burgers and signature style sauces to be sold, we are serving the majority of Philippino. Management Summary The initial management team depends on the founders, with little back-up. As we grow, we will take on additional help in certain key areas. Part of our basic philosophy will be able to run our executive management as a knowledge sharing fellowship. We will not add additional overhead until absolutely necessary. This will mean that the initial staff support team will have to work extra. By doing this, we will keep our overhead as low as possible, allowing us to adequately staff our outlets. This will also allow us and future business partners to recoup investments as quickly as possible and enjoy a higher return. At present time, FRHANP Fries is being owned by its 6 founders. Management Team FRHANP Fries is currently the creative idea of its six founders. As the company is small in nature, it only requires a simple organizational structure. Implementation of this organization form calls for all four individuals to make all major management decisions in addition to monitoring all other business activities. As we expand into multiple locations, each location will have a primary site manager. Organizational Structure Future organizational structure will include a director of store operations when the store locations exceed four units. We hope that this individual will come out of the ranks of our stores management. This will provide a supervisory level between the executive level and the store management level. Possible positions might be added at a later date include marketing manager, purchasing manager, controller, human resources, RD and administrative support team. Personnel Plan Our initial employees will  include two  cashiers, two cooks and two bike boys per location, with one of each on the premises during open hours. This is considered an ideal personnel number for a food outlet the size of our own. Each employee will work for 38-40 hours per week. Personnel Plan (Approx.) Personnel plan Year-1 Site manager 0 cashiers 1,90,800 Cook 1,52,640 Bus boy 1,24,020 Total people 12 Total payroll 4,67,460 Start-up Funding Currently, the company is owned by the original 6 founders, who each will contribute Rs.30,60,000 for the same amount of share, 25%. This will more than cover start-up requirements, and provide the business with a cash pillow to use for expansion over the first year. Start-up Funding Start-up Expenses to Fund 36,46,400 Rs. Start-up Assets to Fund 26,50,000 Total Funding Required 62,96,400 Assets Non-cash Assets from Start-up 15,90,000 Cash Requirements from Start-up 26,50,000 Cash Balance on Starting Date 37,53,600 Total Assets 79,93,600 Liabilities and Capital Liabilities Current Borrowing 0 Long-term Liabilities 0 Accounts Payable (Outstanding Bills) 0 Other Current Liabilities (interest-free) 0 Total Liabilities 0 Capital Total Planned Investment 42,40,000 Loss at Start-up (Start-up Expenses) (36,56,400) Total Capital 1,83,60,000 Total Capital and Liabilities 37,53,600 Total Funding 44,00,000 Projected Profit and Loss As the Profit and Loss shows,  FRHANP Fries will run at a profit or loss for the first year, using up some of the cash reserves initially invested by the founders. As sales increase, we will expand into new locations to aggressively spread brand recognition. This increase in visibility will allow us to take up less expensive locations off of Orchard Road, while maintaining our flagship operation, the first store, in a  prime spot. http://www.bplans.com/fast_food_restaurant_business_plan/images/ae0e382ef4e34aa6b836c9db8ae7becb.png We recommend using Business Plan Pro as the easiest way to create graphs for your own business plan. Year-1 (Rs.) Sales 1,47,95,639 Direct Cost of Sales 32,83,721 Other Costs of Sales 0 Total Cost of Sales 32,83,721 Gross Margin 1,15,11,971 Gross Margin % 77.81% Expenses Payroll 46,74,600 Marketing/Promotion 5,30,000 Depreciation 0 Rent 92,22,000 Utilities 1,35,150 New location setup 13,25,000 Total Operating Expenses 1,58,86,750 Expenses Profit Before Interest and Taxes (4374779) EBITDA (4374779) Taxes Incurred 0 Net Profit (4374779) Net Profit/Sales -29.57% Projected Cash Flow The following chart and table show the Projected Cash Flow for FRHANP Fries. http://www.bplans.com/fast_food_restaurant_business_plan/images/bb9ce2d1db1244898fee2612c6fa41d6.png Year-1 (Rs.) Cash Received Cash from Operations Cash Sales 14,795,639 Subtotal Cash from Operations 14,795,639 Additional Cash Received Sales Tax, VAT, HST/GST Received 0 New Current Borrowing 0 New Other Liabilities (interest-free) 0 New Long-term Liabilities 0 Sales of Other Current Assets 0 Sales of Long-term Assets 0 New Investment Received Subtotal Cash Received 14,795,639 Expenditures Year-1 Expenditures from Operations Cash Spending 4,674,600 Bill Payments 12,946,045 Subtotal Spent on Operations 17,620,645 Additional Cash Spent Sales Tax, VAT, HST/GST Paid Out 0 Principal Repayment of Current Borrowing 0 Other Liabilities Principal Repayment 0 Long-term Liabilities Principal Repayment 0 Purchase Other Current Assets 0 Purchase Long-term Assets 0 Dividends 0 Subtotal Cash Spent 17,620,645 Net Cash Flow (2,824,953) Cash Balance 35,928,647 Projected Balance Sheet FRHANPs projected company balance sheet follows. Assets Year 1 (Rs.) Current Assets Cash 35,928,647 Other Current Assets 0 Total Current Assets 35,928,647 Long-term Assets Long-term Assets 0 Accumulated Depreciation 0 Total Long-term Assets 0 Total Assets 35,928,647 Liabilities and Capital Current Liabilities Accounts Payable 1,549,826 Current Borrowing 0 Other Current Liabilities Subtotal Current Liabilities 1,549,826 Long-term Liabilities 0 Total Liabilities 1,549,826 Paid-in Capital 42,400,00 Retained Earnings (36,46,400) Earnings (4,374,779) Total Capital 34,378,821 Total Liabilities and Capital 35,928,647 Net Worth 34,378,821

Overcoming the Giant :: Art Arts Films Film Movies Essays

Overcoming the Giant "And he slung it and struck the Philistine in his forehead . . . and he fell on his face to the earth" (1 Samuel 17:49b). The Biblical account of David and Goliath is the most famous incident of the underdog defeating the giant. Since this event, history has seen giant after giant overcome by a seemingly insignificant underdog. Alexander the Great, before he was given his title, defeated a supposedly unconquerable Persian army, led by King Xerxes. In the 1960s, Joe Namath, quarterback of the New York Jets, predicted and delivered a shocking victory over the heavily favored Baltimore Colts. Even in fairy tales, the theme lives on in "Jack and the Beanstalk." And, today, in the heart of San Jose, another David-and-Goliath scenario has arisen between the Camera Theaters and the mainstream Cinemas. But this time, the hurdle is daunting. Can the Camera Theaters overcome this giant, or are the challenges too numerous and too great? There is, of course, one main obstacle for the Camera Theaters to overcome if they are to survive: they must draw more teens. Why are teenagers so important to the movie industry? When it comes to making money in the movie industry, it is statistically proven that the largest profit contributors are 16-20 year old males. While the art films in downtown San Jose draw educated, sophisticated 35 year-old audiences, they have not drawn the young moviegoers. This, in a nutshell, is the challenge the Camera Theaters must break in order to survive the tightening grip of the merciless cinemas. However, we must recognize the multiple pieces that makeup the nutshell before we can crack it. To determine what the Camera Theaters need to do in order to overcome the lack of teenagers it draws, the writer took an unofficial poll that has laid out the biggest reasons for the lack of interest among teenagers. The poll taken showed that 60% of Prospect High School students have never been to either of the Camera Theaters, thus confirming the hypothesis that the theaters need to draw teens through their doors. But the poll went further: it also showed that 40% of students had never even heard of the Camera Theaters. Therein lies problem number one in drawing teens: lack of publicity. For the Camera Theaters to survive they must find a way to gain publicity. In 1993, when it seemed like the Cameras were going to close, twelve art film theater owners wrote letters of support and thirteen newspaper editorials were written on the situation.

The Nacirema: Another Look Essay -- Essays Papers

The Nacirema: Another Look Written by Horace Miner, this essay of the people group Nacirema is an interesting look at their everyday functions. The tribe Miner describes is seemingly primal and uncivilized, and yet somewhat familiar. The entire account of these mysterious people describes unusual and strange behaviors and activities. The brief overview on the Nacirema is graphic from Miner’s point of view. When the meaning of the story becomes clear, the purpose for writing it becomes either humor or disdain. In this article written by Miner, he describes the tribe of the Nacirema vividly and descriptively. The Nacirema are a tribe known for only twenty years. When they were discovered there was almost no information on them. They are a North American tribe that exists between the Canadian Cree, the Yaqui and Tarahumare of Mexico, and the Carib and Arawak of the Antilles (Miner). This area, with further investigation, is the area of the United States of America. The location alone causes the reader to be alert for Miner’s motives. The Nacirema are unique followers of the market system, and live in a rich natural habitat. This primitive market system takes up much of the inhabitant’s time. However the people spend a large block of time in daily ritual activity. This tribe does not worship the soul like prominent religions but they worship the body. They believe the body is ugly and prone to injury and sickness. So to alleviate the problem they perform many rituals and ceremonies. In each home there is a ritual center where these actions take place. These centers are so important that all wealthier tribesmen have more than one. The shrines are located in the family home but the performance of ... ...es, his point is well taken. If his purpose is a tongue in cheek look at our culture and ourselves, job well done. If his purpose is to criticize and discredit a successful culture, exception is taken. If nothing else is gleaned from this article, when we look at the â€Å"Nacirema†, American spelled backwards, we learn to have a more forgiving attitude when viewing other cultures we are unfamiliar with. Rituals that appear barbaric, or even silly can and most probably have a logical purpose within that particular people group. This change in the prevailing American attitude will go far to mend the fences that have been broken and heal the bonds of cooperation all without the need of a â€Å"latipso† (hospital). Works Cited Miner, Horace. "Body Ritual among the Nacirema, American Anthropolgist 58:3, June 1956. Rpt., <http://www.msu.edu~Ejdowell/miner.html>

Plato and Aristotle: a Comparison

Plato and Aristotle are two of the earliest known thinkers in metaphysics, epistemology, and ethics. Although Aristotle was a student of Plato, the two had some very contrasting ideas.MetaphysicsPlato and Aristotle believed in the concept of forms, although they had different definitions of the concept. Plato's take on metaphysics can be labeled as dualism. Plato developed his ideas a priori; he formulated his own explanations of an ideal reality and applied them to the observable world.Reality had two levels for Plato: the level of the observable objects, and the level of forms (the ideal). The observable aspect of the world are but imperfect copies of the forms, and observable objects are impermanent, as opposed to forms, which are eternal. Plato's forms can be understood as blueprints that existed outside of the observable, and on which everything observable depends; thus these forms are more â€Å"real† than the observable. Plato uses analogies for this explanation; in his allegory of the cave, for example, lifetime immobile prisoners see only shadows on a cave wall and think that the shadows are the ultimate reality.Although it cannot be disputed that the shadows are â€Å"real,† it is the objects that are casting the shadows that are, in a sense, the true reality. Aside from the well-known allegory of the cave, Plato used a number of other metaphors to explain his metaphysical views, such as the metaphor of the sun, and the divided line.  Conversely, Aristotle developed his ideas a posteriori—by directly observing the world and then deriving â€Å"formulas† for this observable reality. His primary concern in this area was causality. Aristotle believed in only one level of reality, and he believed that form had no existence outside of physical, observable reality.Aristotle's concern on the relationship of form and matter led to his concepts of causality. He believed that there are four very basic causes that can be applied to anything: the Material cause, or, in Aristtle's words, â€Å"that out of which a thing comes to be, and which persists,† the formal cause, â€Å"the statement of essence† (which states that anything is determined by the definition or archetype), the Efficient cause,   (the primary source of change), and the Final cause, (the end, or the intent of an action).EpistemologyPlato's epistemology holds that all knowledge is innate, which means the process of learning is actually just a recollection of knowledge buried deep in the soul; Plato believed that before birth the soul had a perfect knowledge of everything. This is the basic precept of Plato's Theory of Ideas.  According to Plato, ideas are permanent and absolute. In Plato's view all human actions can be judged through the standard of these concrete and absolute ideas, but Aristotle refutes Plato's theory on the grounds that Plato's arguments are inconclusive—stating that Plato's arguments are not convincin g or lead to contradictory conclusions.Aristotle refutes Plato's claim that Ideas are absolute, perfect entities outside of human experience, but argues that, on the contrary, ideas exist in the mind alone and are simply duplicates or interpretations of things that are experienced. Aristotle claims that all standards are based on things that are first experienced.  Aristotle agreed with Plato's notion that the immaterial (form) and the material (matter) were distinctly separate entities; however, he states that forms (or ideas) exist in the mind and are dependent on the observer, and argues that Plato's theory of ideas goes by the incorrect premise of absolute universal definitions for material, observable things.EthicsPlato's ethics states that â€Å"good† is born of knowledge and â€Å"evil† is born of ignorance (lack of knowledge). Hence Plato argues that the path to a good life is purely intellectual.Plato's   absolutism dictates that there is only one right co urse of action, one that is true in every case and exists independent of human opinion or interpretation.  On the other hand Aristotle adopted a scientific, empirical approach to ethical problems. He believed that in order for human actions to be judged as moral or immoral, they must have a certain degree of health and wealth. Aristotle believed that ethical knowledge is not certain knowledge, like metaphysics and epistemology, but general knowledge.Also, Aristotle argued that the achievement of â€Å"good† must be a practical discipline, as opposed to Plato's heavily theoretical approach. He claimed that to become good cannot be achieved simply by studying virtue, but that one must practice virtue in everyday life. He called the   ultimate goal of this discipline the â€Å"Highest Good.†Ã‚  Also, for Aristotle the achievement of happiness was by application of the â€Å"golden mean†, which just means moderation in everyday life. Aristotle argued that happin ess could not be found only in pleasure, or only in fame and honor. He claims that happiness can be achieved through knowledge of humanity's specific purpose; that is, according to him, â€Å"by ascertaining the specific function of man.†PoliticsIn his political theories, Plato focused on formulating the perfect society by finding ways to cure humanity of its social and personal failures. Plato, in Republic, described the ideal government as having a philosopher-king as its leader, a king with a completely just soul who would thus be able to run a completely just government. Plato also argued that since he can imagine such a leader, than such a leader can exist.  Plato's utopia consists of three non-hereditary classes: Guardians, Auxiliaries, and Workers. The guardians are wise and good rulers and high-level civil servants, the auxiliaries soldiers and lower civil servants, and the workers composed of unskilled laborers.Unlike Plato, Aristotle was not concerned with the per fection of society, but simply its improvement, within what he believed were a more realistic context. Aristotle agreed that Plato's government, with its philosopher-king, would be ideal, but did not believe that such a person could exist, and thus dismissed the possibility that such a government could exist, and considers other systems that he believed are more realistic.  Plato's belief in this philosopher-king reflects his theories of knowledge, which have the a priori approach to reality. On the other hand, Aristotle bases his beliefs on the observable. And claims that since he has never encountered such a completely just man, he must discount that possibility of his existence.Aristotle argues that dividing society into distinct classes excludes men with ambition and wisdom but are not in the right class to hold political power. Another argument against Plato's class system is that guardians will, by nature of their work, be deprived of happiness, and such guardians will natur ally assume that the same strict lifestyle be imposed on all of society. Aristotle valued moderation more, in contrast to Plato's utopia, which carried expectations to such extremes that it was no longer realistic to Aristotle.Aristotle derived a theory of Democracy, where he puts emphasis on the polis, or city-state, which allows political participation by the average citizen. He claimed that â€Å"the people at large should be sovereign rather than the few best.† However, this is contrary to Plato's beliefs, who argues that the public's decisions would be based on mere belief and not fact.  Essentially, we can describe Plato as having been in pursuit of a philosophical, idealized truth, whereas Aristotle was concerned with the more worldly and realistic   concerns of the citizen and the government. Although they had widely divergent views, they had essentially the same goal of a better society.References:Silverman, A. (2003). Plato's Middle Period Metaphysics and Episte mology. The Stanford Encyclopedia of Philosophy (Summer 2003 Edition). Retrieved February 24, 2006, from http://plato.stanford.edu/archives/sum2003/entries/plato-metaphysics.Cohen, S. M. (2003). Aristotle's Metaphysics. The Stanford Encyclopedia of Philosophy (Winter 2003 Edition).Retrieved February 24, 2006, from http://plato.stanford.edu/archives/win2003/entries/aristotle-metaphysics.Frede, D. (2003). Plato's Ethics: An Overview. The Stanford Encyclopedia of Philosophy (Fall 2003 Edition). Retrieved February 24, 2006, from  Ã‚   http://plato.stanford.edu/archives/fall2003/entries/plato-ethics.Kraut, R. (2005). Aristotle's Ethics. The Stanford Encyclopedia of Philosophy (Summer 2005 Edition). Rerieved February 24, 2006, from http://plato.stanford.edu/archives/sum2005/entries/aristotle-ethics.Miller, F. (2002). Aristotle's Political Theory. The Stanford Encyclopedia of Philosophy (Fall 2002 Edition). Retrieved February 24, 2006, from   http://plato.stanford.edu/archives/fall2002 /entries/aristotle-politics.Brown, E. (2003). Plato's Ethics and Politics in The Republic. The Stanford Encyclopedia of Philosophy (Summer 2003 Edition). Retrieved February 24, 2006, from http://plato.stanford.edu/archives/sum2003/entries/plato-ethics-politics.Aristotle. (2006, February). Wikipedia, Wikimedia Foundation, Inc. Retrieved February 24, 2006, from http://en.wikipedia.org/wiki/Aristotle.Plato. (2006, February). Wikipedia, Wikimedia Foundation, Inc. Retrieved February 24, 2006, from http://en.wikipedia.org/wiki/Plato.Platonic Epistemology. (2006, February). Wikipedia, Wikimedia Foundation, Inc. Retrieved Ferruary 24, 2006, from http://en.wikipedia.org/wiki/Platonic_epistemology.Falcon, A. (2006). Aristotle on Causality. The Stanford Encyclopedia of Philosophy (Spring 2006 Edition). http://plato.stanford.edu/archives/spr2006/entries/aristotle-causality.

Astronomy Story Essay

The day my life would change for ever was April 16th, 2013. This was the day that I left planet earth and embarked on one of the most important missions in NASA’s history. I should probably back up though, and explain to you how this came about. April 16th was sunny with only a few clouds in the sky, the smell of spring was in the air and with the end of second semester right around the corner, the quad was packed with people eager to catch some much desired sun rays. Unfortunately for me though I was stuck in astronomy. That day’s topic was our very own planet earth. Dr. Bozyan was lecturing about how planet Earth was actually very wet, that nearly 71% of earths surfaced is covered with water. I learned that while other worlds of the solar system have atmospheres, only Earths contains the oxygen that we humans and animals need to survive. I had really hoped that wasn’t true because I had big aspirations of one day living on mars. We learned about about the green house effect and how clouds, snow, ice and sand reflect about 31% of the incoming sunlight back into space. The earth though also emits radiation into space because of its temperature. Fighting off the urge to day dream about the nice weather, I managed to also learn how Earths magnetic field produces a magnetosphere that traps particles from the solar wind. Like the motions of Earths tectonic plates, Earths magnetic field results from our planets internal heat. The last thing I wrote down in that class was a few interesting notes about how human activity such as Deforestation, burning of fossil fuels and industrial chemicals are damaging the ozone layer in the stratosphere. As I was seconds away from reaching freedom to the the spring air, Dr. Bozyan approached me and told me that she had a question for me. She was talking though in a soft almost secretive tone. She went on for about 10 minutes how she worked for a top secret NASA program that was interested in sending me on a mission. I laughed at that, it sounded like a calvin and Hobbs comic strip that I see in the Sunday paper. She went on and told me that the the great space race between Russia and the U.S.A. had never ended and that there was a race to gather observations from all nine planets in the solar system. They had top secret technology that would allow for this mission to be completed in only one week. The only catch was that it was so secret that I would be launching out of the URI planetarium that night, and that I couldn’t tell anybody where I was going. Me being the adventurous type decided this would be a great opportunity to become famous and in the process get to see some landmarks like the milky way and the man on the moon. Within hours I was in my very first space shuttle and on my way to the moon. The fastest time to the moon was 8 hours and 35 minutes by NASA’s New Horizons pluto mission. It was only going to take me 2 hours and 31 minutes and I was only supposed to stop at the moon for fuel because it was determined information about the outer planets was more important and we were trying to complete the mission in the quickest possible time. As the man on the moon figure approached within eye shot, I began to observe and take note of anything I could. Even though NASA had already explored the moon, that was no excuse for me not to absorb any observations of the moon for myself. I quickly began to observe that the moon was very dry and its surface was covered with plains and craters that is caused by the moon being bombarded by meteoric material also known as impact craters. As we touched down I quickly decided to throw on my space suit and check out the moon and its surroundings. I immediately found out that there was no atmosphere and no global magnetic field as it felt as if I were floating and that there was no gravity holding me down. There also appeared to be no liquid water of any kind. I realized that the 3476 km diameter of the moon was really just a spec in the cloudless pitch black sky of space. My last observation of the moon as my shuttle was just about done filling up was that it was pretty cold out. It was about -180 degrees Celsius that night, much colder then I was used too. Luckily though, I also packed my arctic ready winter hat and jacket. Next stop would be Venus. As the count down began to lift off I wondered if Venus had a â€Å"man on the moon†. On my way to Venus I decided that I should probably make myself a well deserved meal. I was gawking into the bag labeled food, in red sharpie that was handed to me right before take off, there was no pop tarts or my favorite barbecue chips . After much debate and thought, I narrowed my choice to a cup of NASA’S finest freeze dried ice cream. As we started to approach what I assumed was Venus but couldn’t tell until we landed because of the clouds that were hiding its surface from view. The first thing that I noticed was the size. It seemed to be about the same size of earth, I had always thought of Venus being smaller then earth. What I also observed, was that practically the whole surface was covered in lava! I felt like I was in some sort of sci-fi movie. Luckily for me I had a space suit because without it, I would have exploded. My Pressure meter on the left arm of my suit was telling me that the pressure was 90 atmospheres, which would be 90 times greater then the average air pressure at sea level on Earth. The temperature of Venus was very hot and I know that that was in my favor because if the temperature wasn’t so hot, the clouds would open up with a rain of sulfuric acid, and believe me I did not want that. I stored these mental snap shots in my head and finished the last of my notes and prepared for take off to Mercury. Mercury was definitely going to be one of the planets that I had to pay very close attention to when taking notes because only half of its surface had been viewed recently. Mercury was also going to be interesting to see because it has a very unique axis rotation, spinning three times on its axis for every two orbits around the sun. The first thing that I noticed on Mercury was that there was almost no atmosphere on the planet. That was pretty obvious because the planet looked life less and fried. I wrote in my observation notes that Mercury fried, literally because there was no atmosphere to protect against the harsh radiation of the sun. Mercury from my first view out the window reminded me a lot of the moon, there were craters every where. Mercury also from observation was definitely on the smaller side. As my time on Mercury was coming to a end, I realized that Mercury was a very boring planet to look at, only craters and low lying plains and cliffs. After the short trip from Mercury past Venus, Earth and the moon I approached Mars. I figured I could get a jump start on finding a future plot of land, for when humans were on Mars. As I approached Mars, I could see that the planet was full of craters. I was to stay on Mars for a full 12 hours while my rocket fueled up to make the trip to the outer planets. What I observed in those 12 hours was very interesting to me. I witnessed some incredible sights like vast canyons some 20,000 ft high, giant mountains and sand dunes. The air was very dusty and left a orange tint in the air. I quickly learned also that there was little atmosphere because as night started to fall tempters fell very rapidly and quickly well below 0. My rocket was fueled up again and it was time for take off. As I sat down in my space craft, I noticed that Mars definitely lived up to its nick name of the red planet because my white space suit was now covered in red dust. Just like that though, it was time to leave Mars and head straight to the big guys, Jupiter and Saturn. I quickly learned that Jupiter was just as advertised; very big! I could see Jupiter from my rocket almost the whole trip there. Jupiter was very bright definitely brighter then any star I had ever seen. I noticed the dark and light bands as they appeared from the space craft window, I learned later on that these are called belts( darker bands) and zones( lighter bands). Jupiter was very hard to land because there was no solid surfaces. Using a scientific tool on the space craft I was able to determined that Jupiter made up almost entirely of hydrogen and helium, with some other trace gases. For this case it was very hard for me to take observations since I could not actually get out and explore Jupiter. For the lack of mobility and time I was quickly just like that on my way to to explore the great ring planet of Saturn. While approaching Saturn the ring that it is most famous for was very visible, I actually managed to ta ke a photo with my space issued camera that was provided to me by NASA. Saturn was also huge although not as big as Jupiter it was definitely the second biggest thing I had ever seen, the first thing obviously being Jupiter. Like Jupiter I was unable to land on Saturn because of the chemical make up being mostly hydrogen and helium but the observations I was able to take away were that Saturn’s rings were made of thousands of narrow, closely spaced ringlets. Uranus and Neptune were next and if I wanted to make this trip in one week, I had to say good bye to the two gas giants and say hello to the trans-Saturnian planets. The two sister planets Uranus and Pluto were very much alike. My time on both planets were relatively the same experience. I was able to observe that both planets had many moons. Also the atmosphere on both planets was generally the same made up of mostly hydrogen and helium indicated by special tools on board the space craft. The one difference I did notice between these two sisters, is that Uranus actually rotates clock wise instead of counter clock wise. My visit with Uranus and Neptune was short and sweet. I packed my space craft and prepared it for lift off. 3..2..1 blast off were the words that I heard through the microphone that was hooked up with NASA. I awoke laying in the quad. The sun was high in the sky and there was a slight breeze. I realized that I had accidentally snoozed off in the quad, and what started off with me closing my eyes for 5 minutes to catch some rays ended with a nap that lasted 3 hours. I unfortunately soon realized quickly after that my amazing top secret to space was actually nothing more then a dream. There was no fame to come of it, and my professor never actually gave me the trust to go on this top secret mission. Although my trip to the solar system may not have been real, it will be something though that I will never forget.

Financial Accounting Concepts: Pepsico, Inc. and the Coca Cola Company

Financial Analysis Randall Meeks Financial Accounting Concepts Mr. Carraher 9-12-2010 PepsiCo, Inc. and The Coca Cola Company have both been in production for ages. Both PepsiCo, Inc. and The Coca Cola Company have become common house hold names through out the world today. Pepsi is one of the best selling products in American history. â€Å"Pepsi is the number 2 soft drink company producer, the world over. Pepsi’s number one priority is making sure that their shareholders investments are profitable. Pepsi has been able to achieve this goal for the most part via increased sales, keeping cost low, and spending money wisely.Pepsi takes pride in the name, they have built an excellent brand by deliver a product that is satisfying to the consumer, as well as safe. The investors in the company also can be happy with the return of investment†(investorguide. com). â€Å"The Coca Cola Company is likely, one of the most significant brands in American history. Coke can go in a ca tegory with a company like McDonalds when it comes to brand value, these two trademarks are 2 of the most recognized in the world. Coke is the highest seller of soft drinks, moving 1. 3 billion beverages that are served daily†(investorguide. com).Pepsi and Coke have been mass producing soft-drinks on an assembly line for a very long time and they both have been competing for the number one soft drink seller spot. PepsiCo, Inc and The Coca Cola Company targets all income segments of customers in the entire world as their products are high quality and very recognizable. Coke and Pepsi offer products so similar that you probably could not tell the difference in a blindfolded taste test. It is a well known fact that when a business goes outside of the United States borders, that production and supply channel become very important concerns.Both Coke and Pepsi own plants that manufacturer their products all over the world in many different countries and continents.. Both companies c ompete with each other and try to make sure they stay relevant. They also tend to copy each other and try to outdo one another on a day to day basis. I will go in detail to explain the financial comparison and contrasting between both companies. I will also explain the vertical and horizontal comparison between the two companies. The main point I will make is to show the difference between both companies financially. Vertical AnalysisConsolidated Income Statement The cost of goods of PepsiCo Inc was $11,031 and $12,314 in 2004 and 2005. The price of product sold in 2004 was 38% of net sales and in 2005, it was 37. 82% of net sale. The price of goods sold went down in 2005. The cost of commodities was $7,674 and $8,195 in 2004 and 2005 for Coke. It was 35% and 35. 47% of net sales in 2004 and 2005. Cost of commodities sold increased for The Coca Cola Company and decreased for PepsiCo, Inc. The operating expense for PepsiCo, Inc was 43% and 43. 54% of net sales in 2004 and 2005. The o perating expenses for Coca Cola were 36% and 37. 2% of net sales in 2004 and 2005. PepsiCo, Inc and The Coca Cola Companies operating expense increased in 2005. The earning before T&I of PepsiCo Inc was 18% and 18. 19% of sales in 2004 and 2005.The operating income for The Coca Cola Company was 26% and 26. 34% in 2004 and 2005. PepsiCo, Inc and The Coca Cola Companies operating income increased. The net income for PepsiCo, Inc. and The Coca Cola Company for 2005 was 21. 09% and 12. 52% The Coca Cola Companies net income ratios was higher than PepsiCo, Inc. Consolidated Balance Sheet The current and total assets for PepsiCo, Inc were 31% and 32. 5% in 2004 and 2005. On the opposite side, the total current assets were 39% and 34. 83% in 2004 and 2005. The liquidity position for PepsiCo, Inc. decreased in 2005 and The Coca Cola Company increased in 2005. The additional assets and fixed assets for PepsiCo Inc, were 69% and 67. 05% in 2004 and 2005. The Coca Cola Companies fixed assets w ere 61% and 65. 17% in 2004 and 2005. The current liabilities for PepsiCo, Inc were $6,752 and $9,406 in 2004 and 2005. The total assets were 24% and 29. 65%. The current liabilities for The Coca Cola Company were $11,133 and $9. 836 in 2004 and 2005.The total assets were 35% and 33. 43%. The current liabilities for PepsiCo, Inc increased while the current liabilities for The Coca Cola Company decreased in 2005. The total liabilities for both companies in 2005 were 55. 08% and 44. 42% of total assets in 2005†¦ The equity for PepsiCo, Inc. was 48% assets in 2004 and 44. 92% assets in 2005. In 2005 PepsiCo, Inc. share holder’s holdings reduced. The equity shares were 55. 58% of assets in 2005 for The Coca Cola Company while in 2004, there were only 51% equity shares. The Coca Cola Companies equity shares were more in relative value as compared to PepsiCo.Horizontal Analysis Consolidated Income Statements The total revenue for PepsiCo, Inc in 2005 and 2004 were $32,562 and $29,261. PepsiCo, Inc had a considerable amount of net revenue in 2005 compared to 2004. The base year of analysis is 2004. The net revenue for PepsiCo, Inc. was 111. 11% in 2005. The total revenue for The Coca Cola Company in 2005 and 2004 were $23,104 and $21,742. Both 2005 and 2004’s revenues were less than PepsiCo, Inc. The net revenue of the company in 2005 was 106. 26% over 2004. The net revenue for 2005 was 6. 26% while 2004 was less.The growth rate of revenue for The Coca Cola Company is less than PepsiCo, Inc. The growth rate of revenue for both PepsiCo and Coca Cola was 11. 11% and 6. 26%. The cost of commodities sold for PepsiCo, Inc was $11,031 and $12,314 in 2004 and 2005. The price of goods sold went up as sales went up. The price of goods sold was 111. 63% compared to 2004's. The cost of commodities sold for The Coca Cola Company was $7,674 and $ 8,195. The cost of commodities sold increased for The Coca Cola Company in 2005 than in 2004. In general and adminis tration expenses of PepsiCo, Inc were $12,674 and $14,176.The operating expenses was 111. 85% in 2005 and 11. 85% more than 2004's. The total operating expenses for The Coca Cola Company was 110. 75% and 10. 75% in comparison to 2004's. PepsiCo, Inc had higher operating expenses than The Coca Cola Company. The operating income for PepsiCo, Inc was $5,259 and $5,922 in 2004 and 2005. The Coca Cola Companies total operating income was $5,698 and $6,085 in 2004 and 2005. PepsiCo, Inc. total operating income was 112. 61% over earlier years. The Coca Cola Companies total operating income was 106. 79% over earlier years.The Coca Cola Companies interest expenses for 2005 were $240 and for PepsiCo, Inc $256. PepsiCo, Inc. interest expenses were more than The Coca Cola Companies. PepsiCo, Inc. net income was $4,078 and $4,212 in 2005 and 2004, PepsiCo, Inc sustained losses in 2005 compared to 2004. The net income for The Coca Cola Company was $4,847 and $4,872 in 2005 and 2004. The Coca Cola Company earned more in 2005 than 2004. Consolidated Balance Sheet The total current assets of PepsiCo, Inc. were $8,639 and $10,454 in 2004 and 2005. The total current assets of PepsiCo, Inc. were 121. 1% prior year’s current assets. PepsiCo, Inc. current assets increased in 2005. The total current assets for The Coca Cola Company were $10,250 and $12,281 in 2004 and 2005. PepsiCo, Inc. current assets were 21. 01% more than prior year’s and The Coca Cola Company were 16. 57% less than previous year's assets. Further more the quick assets of PepsiCo, Inc were more than The Coca Cola Companies quick assets. It shows that PepsiCo, Inc liquidity was more than The Coca Cola Company. PepsiCo, Inc total assets were $27,987 and $31,727 in 2004 and 2005. PepsiCo, Inc. total assets increased by 13. 6%. The Coca Cola Companies total assets were $31,441 and $29,427. The Coca Cola Company decreased by 6. 41%. It shows that PepsiCo, Inc. increased in 2005 more than The Coca Cola Co mpany. PepsiCo, Inc. current liabilities were $6,752 and $9,406 in 2004 and 2005. The total current liabilities of company were 139. 31% over prior year's liabilities. The current liabilities of Coca Cola were $11,133 and $9,836 in 2004 and 2005. The current liabilities were 88. 35% of previous year's liabilities. The Coca Cola Companies current assets and current liabilities decrease in 2005.The total liabilities of PepsiCo, Inc were $14,464 and $17,476 in 2004 and 2005. The total liabilities in 2005 were 120. 82% prior years. The Coca Cola Companies total liabilities were $15,506 and $13,072 in 2004 and 2005. The Coca Cola Companies assets and liabilities decreased in 2005. In 2005 PepsiCo, Inc. share holder’s equity were $20,638 and The Coca Cola Company $16,355. The share holder’s equity increased in both PepsiCo, Inc. and The Coca Cola Company. PepsiCo Inc. equity increased by11. 90% and The Coca Cola Company 2. 64%. Ultimately after reviewing and analyzing PepsiC o, Inc. nd The Coca Cola Company I have came to the conclusion that the net profit of PepsiCo, Inc. and The Coca Cola Company decreased in 2005 and in 2004 there was a profit. The operating expenses of PepsiCo, Inc. and The Coca Cola Company improved quite a bit in 2005. I believe both companies should reduce their operating expense. The interest expenses were also high in 2005. I believe all expenses for interest on a loan made to a corporation or other entities or finances from equity shares should be kept at a minimum. The main purpose of this paper is to explain the financial comparison between The Coca Cola Company and PepsiCo, Inc.Further more I explained vertical and horizontal analyses for the years of 2005 and 2004 for The Coca Cola Company and PepsiCo, Inc. The main idea was to show how both companies are financially different from each other. References Coca Cola Company (2010). Coca Cola Company. Retrieved September 8, 2010. From www. coca-cola. com PepsiCo Inc. (2010). PepsiCo Inc. Retrieved September 9. From www. pepsico. com Investorguide (2010). PepsiCo, Inc. Retrieved September 8, 2010. From investorguide. com Investor Guide (2010). The Coca Cola Company. Retrieved September 8, 2010. From investorguide. com

Coke Wars Case Study

Coke Wars Case Analysis: Competition, Strategy, and Implications Webster University Summer 2012 INTRODUCTION The rivalry between Coca-Cola & Pepsi can be deemed as legendary, â€Å"the top soft drink competitors in the world spend millions of dollars yearly to try and convince you that their version of soft drink is better† (Dotson pg 1).Over the past century, it seems they have feuded over everything from who has superior taste, to the pursuit into space, and more recently over NASCAR and the social media race. Regardless of who is ahead in the competition, the battles between Coca-Cola & Pepsi demonstrate important strategic adaptations that the corporations must execute so as to thrive in the constantly changing realms of customer satisfaction, business environments and technology.This paper will: 1) review the strategic issues presented in the â€Å"Coke Wars† case through the use of the Strategic Management Model as applied to both Coca-Cola & Pepsi; 2) highlight fundamental strategies & tactics so as to analyze the inherent competition between both corporations; and finally 3) discuss implications of concepts presented in the case for the middle manager so as to grasp lessons learned for future application.STRATEGIC MANAGEMENT MODEL (SMM) The text describes strategic management as â€Å"the set of decisions and actions that result in the formulation and implementation of plans designed to achieve a company’s objectives† (Pearce, Robinson pg 3). With this definition in mind then, the Strategic Management Model can be considered as a very useful framework by which managers plan and implement business strategies.More importantly, in today’s global business environment â€Å"firms need perfect processes that respond to increases in the size and number of competing firms; to the expanded role of government as a buyer, seller, regulator, and competitor in the free-enterprise system; and to greater business involvement in int ernational trade† (pg 3). Furthermore, while â€Å"businesses vary in the processes they use to formulate and direct their strategic management activities†¦the basic components of the models used to analyze strategic management operations is similar† (pg 9).In reaction to internal and external environmental business/economic pressures Coca-Cola & Pepsi have manipulated the SMM in various ways so as to remain viable/powerful competitors in their respective industry. Coca-Cola Model Application According to the Coca-Cola Company’s Annual Report 2011, they are â€Å"the world’s largest beverage company†¦with more than 500 nonalcoholic beverage brands†¦own the world’s top five nonalcoholic sparkling beverage brands†¦products bearing their trademarks, have been sold in the United States since 1886, and are now sold in more than 200 countries† (pg 1).Coca-Cola’s report to shareholders reveals that they are continuing to r emain competitive in the beverage/snack industry due to a multitude of intelligent strategic decisions. When analyzing Coca-Cola from the Strategic Management Model perspective one can determine that while the internal/external environment will always remain unpredictable, the development of viable plans/processes can assist a corporation in remaining flexible and responsive to necessary change. Coca-Cola’s Mission is â€Å"to refresh the world†¦inspire moments of optimism and happiness†¦create value and make a difference† (Annual Report Mission, Vision, and Values).Their current goals are â€Å"to use company assets—brands, financial strength, unrivaled distribution system, global reach and the talent and strong commitment of management and associates—to become more competitive and to accelerate growth in a manner that creates value for shareholders† (pg 1). Overall, the mission statement is quite powerful and accurately â€Å"describes the company’s product, market, and technological areas of emphasis in a way that reflects the values and priorities of the strategic decision makers† (Pearce, Robinson pg 10).With respect to Internal Analysis, the corporation has identified its â€Å"operating structure as the basis for financial reporting† and is broken down into 7 different operating groups (Annual Report pg 2). The method for financial reporting is important because this is where/how investors and executives alike assess the â€Å"quantity and quality of the company’s financial, human, and physical resources†¦and contrasts company’s past successes and traditional concerns with the company’s current capabilities† (Pearce Robinson pg 11).Coca-Cola’s Annual Report is well designed, informative, and relatively easy to read as well. An important internal analysis factor of note is that of leadership—CEO’s and Board members alike must adequately analyze the direction/vision of the corporation so as to not become â€Å"fixated upon past glories†¦instead embracing new opportunities† (Ward pg 3). The External Environment that the company experiences is one full of pressures to include: extreme competition, distribution system management challenges, and social responsibility struggles.Additional competitive factors include those of â€Å"but not limited to pricing, advertising, sales promotion programs, product innovation, increased efficiency in production techniques, the introduction of new packaging, new vending and dispensing equipment, and brand/trademark development & protection† (Annual Report pg 8). Concerning Strategic Analysis and Choice, Coca-Cola can be considered as â€Å"effective at building sustainable competitive advantage based on key value chain activities and capabilities† (PR pg 11) and have identified their bottling operations as equity method investments.The â€Å"investments a re intended to result in increases in the unit case volume, net revenues and profits at the bottler level, which in turn generate increased concentrate sales for the company concentrate and syrup business†¦when this occurs both the corporation and the bottling partners benefit from long-term growth in volume, improved cash flows, and increased shareholder value† (AR pg 7). The Long-Term Objectives should reflect areas such as â€Å"profitability, return on investment, competitive position, technological leadership, productivity, employee relations, public responsibility, and employee development† (PR pg 11).According to the provided case materials, the company has strong goals for the future and â€Å"has transformed into a more innovative, risk taking company†¦becoming more adventurous in responding to changes in the beverage market for healthier alternatives† so as to respond to customer desires, technology, and competitive environment (Ward pg 3). Co ca-Cola’s Generic Strategy is that of differentiation, making their products superior to those in the industry, â€Å"by stressing the attribute above other product qualities, the firm attempts to build customer loyalty† (PR pg 158).Their Grand Strategies can be defined as concentrated growth, market development, product development, innovation, vertical integration, turnaround, and strategic alliances. Coca-Cola is increasingly globalized and their Generic and Grand strategies seem to be creating valuable success for the corporation â€Å"and is transforming into a more innovative, risk-taking company† (Ward pg 2). Short Term Objectives for the corporation involve effective marketing strategies that appeal to existing customers and new clientele as well.They have embraced social media, the health craze and more recently the 2012 Olympics to successfully reach an increasingly global audience. In fact, â€Å"Coke’s strongest performance has been experienc ed in emerging markets in Russia, China, and Brazil, and has also improved its position in North America and Europe as well† (pg 3). Action Plans are incorporated and employed globally by executives and managers alike at Coca-Cola and those plans are laid out in the Annual Report.Everything from distribution systems, bottling methods, responses to competition, raw material acquisition, and investment plans are outlined which provides exact methods by which the corporation plans to remain a viable player in the industry. In sum they plan to â€Å"use the Company’s assets—brands, financial strength, unrivaled distribution system, global reach and the talent and strong commitment of management and associates—to become more competitive and to accelerate growth in a manner that creates value for shareholders† (Annual Report 2011 pg 1).Functional Tactics used by the corporation to achieve short term goals and attain competitive advantage include adoption of marketing strategies that appeal to not only health conscious customers but to a global audience. In fact â€Å"Coke is bringing out mid-calorie versions of some of its brands like Sprite and Fanta, and is teaming up with Grammy award winner Mark Ronson for its 2012 London Olympics anthem† (Hernandez pg 1).Additionally, Coke â€Å"continues to focus on selling soft drinks globally and even vows to rebuild Coke sales in the US market† through focusing upon non-carbonated sports drinks such as PowerAde, Aquarius, and Fuze (D’Altoro pg 2). Coca-Cola absolutely has Policies That Empower Action as demonstrated by the information contained in the Annual Report and via their website: â€Å"Work Smart: Act with urgency, remain responsive to change have the courage to change course when needed, remain constructively discontent, and work efficiently† (Coca-Cola Website pg 2).The â€Å"work smart† mentality allows for decisions to be made whenever possible at the lowest level of the corporation. Organizational Structure is segmented into the following areas: â€Å"Eurasia and Africa, Europe, Latin America, North America, Pacific, Bottling Investments, and Corporate† (Annual Report pg 2). Coke is predominantly organized into an international area structure that allows for operational efficiency and regional competitiveness.However Coca-Cola faces the additional struggle of remaining socially responsible to societies and environments in which it operates and has faced several legal implications with respect to human rights issues in South American Bottling plants (FRONTLINE). Nonetheless Coca-Cola reiterates that â€Å"despite the volatile environment, the company and its bottling partners have maintained operations and worked to provide safe, stable economic opportunities† for the people in nations that they operate in (FRONTLINE).Strategic Control and Continuous Improvement is facilitated by Coca-Cola’s organizat ional structure, leadership, and 2020 Vision campaign. In fact their website reiterates that in order â€Å"to continue to thrive as a business over the next 10 years and beyond, they must look ahead, understand the trends and forces that will shape their business in the future and move swiftly to prepare for what is to come† (Coca-Cola Website).This statement reveals that the corporation is committed to â€Å"detecting changes and making necessary adjustments†¦in strategy that allows their organization to respond more proactively and timely to rapid developments that† inherently affect ultimate success. Pepsi Model Application Much like Coca-Cola, Pepsi’s Mission statement is very clear, concise and purposeful â€Å"Captivate consumers with the world’s most loved and best-tasting convenient foods and beverages through the use of its strengths: Brand Image, Positioning, Innovation, Distribution Capabilities, Productivity Focus, Human Capital and Pur poseful Performance† (Pepsi Annual Report).Pepsi also reiterates that being socially responsible is of utmost importance and â€Å"commitment to do right for the business by doing right for people & the planet† effectively creates a â€Å"catalyst for business growth and innovation, enabling them to be financially successful and globally responsible† (Pepsi Annual Report). As covered in the Letter to Shareholders the CEO, Indra Nooyi, reveals the Internal Analysis of Pepsi Co. to be that of â€Å"strong progress and on a core basis net revenue was up 14% for 2011† (Pepsi Annual Report). This success was due to improvements n the following areas: â€Å"investment in emerging markets, brand management, research and development, differentiation, efficiency and global operating structure to fully leverage the scale of PepsiCo† (Pepsi Annual Report). PepsiCo is most certainly proud of their improvements and strategic focus but also realizes that the crea tion of â€Å"an adaptive team and culture—one that can continually renew itself and thrive on change†¦performing today while transforming for tomorrow† is necessary for success into the future and believes that their â€Å"best days are yet to come† (Pepsi Annual Report).Pepsi experiences similar External Environmental conditions to that of Coca-Cola. Intense competition, globalized marketplace, social responsibility, and economic conditions all affect the strategies that PepsiCo decides to implement. Additionally, Pepsi must allocate its attention to not only the beverage industry but to their global snack line as well; which while designed to be complimentary can prove to have possible negative effects when considering the volatility of each of these industries.The Strategic Analysis and Choice, that Pepsi has selected, much like Coca-Cola can be considered as effective. In order to gain a sustainable competitive advantage Pepsi is â€Å"pursuing specif ic strategic investment and productivity initiatives to build a stronger, more successful company through global brands, innovation, and advertising/marketing campaigns† (Pepsi Annual Report). As mentioned earlier, the following areas are of importance in Pepsi’s strategic analysis/choice: Brand Image, Positioning, Innovation, Distribution Channels, Productivity, Human Capital and Social Responsibility.As the report outlines, Pepsi’s Long-Term Objectives support increasingly globalized operations, global brand recognition, public responsibility, and industry leadership in beverages and snacks. In fact Pepsi was the first to realize the customer shift to healthier lifestyles and responded before Coke â€Å"to changes in the beverage market as consumers shifted from fizzy drinks to healthier alternatives† (Ward pg 3). Furthermore â€Å"Pepsi’s new strategy: Better-For-You Products—comes down to health concerns and being socially responsible wh ere†¦lifestyles have changed†¦and Pepsi has modified its products† (D’Altorio pg 1).Pepsi’s Generic Strategy, like that of Coca-Cola, is that of differentiation. This is why the Cola Wars have been so pervasive and prevalent—they both are striving to make their products superior to those of the competition. Their Grand Strategies can also be identified as concentrated growth, market development, product development, innovation, vertical integration, turnaround, joint ventures, divestiture and strategic alliances.Additionally, Pepsi is becoming more globalized in nature and their Generic and Grand strategies reflect this: â€Å"they are a $66 billion global powerhouse focused upon two complementary businesses with attractive growth margins and returns—global snacks and global beverages† to achieve global nutrition achievements worldwide† (Pepsi Annual Report). Pepsi’s Short Term Objectives are focused upon investment in their global brand management and streamlining distribution methods so as to attain measurable efficiency.In fact last year three brands—Diet Mountain Dew, Brisk and Starbucks ready to drink beverages—had each grown to more than $1 billion in annual retail sales, expanding PepsiCo’s portfolio of billion dollar brands to 22† (Pepsi Annual Report). Their distribution methods remain largely â€Å"unmatched†¦and in 2011 they successfully changed distribution for Gatorade products in the US in the convenience and other channels from a warehouse-delivered-go-to-market system to DSD, in order to more efficiently serve customers† (Pepsi Annual Report).Much like Coca-Cola, Pepsi’s Action Plans are employed globally and specific intentions are revealed in the Annual Report. The difference is however that Pepsi has two industries upon which it has to contend with: beverages AND snacks. Their action plan for 2012 and beyond stresses five imperatives : â€Å"1) build and extend macro-snacks portfolio globally; 2) sustainably and profitably grow its beverage business worldwide; 3) build and expand the nutrition business; 4) increase and capitalize on the high coincidence of snack and beverage consumption; 5) ensure prudent and responsible financial management† (Pepsi Annual Report).Functional Tactics used by Pepsi so as to achieve its short term goals/competitive advantage include marketing strategies and socially responsible business practices that reach a more global audience. Adopting the responsibility of â€Å"Global Nutrition† demonstrates Pepsi’s commitment to a healthier population and have â€Å"developed new strategies with new soft drinks which will catch on to part of the public that is the new health craze† (Dotson pg 2).The development of products such as Gatorade G2, which is low in calorie than the regular sports drinks, and Propel demonstrate that Pepsi in focused upon innovative produ cts that cater to the health conscious customer needs/wants. As revealed by the Annual Report, Policies That Empower Action for Pepsi begins with the â€Å"Power of One concept†¦operating as one company to connect with consumer†¦innovating globally, delighting locally†¦ and performance with purpose† to achieve sustained growth and success.While Pepsi has many difficulties to confront with respect to competition, multiple industries, and internal/external economic stressors; they are continuing to adapt to their environments and reiterate that â€Å"the challenge to renew a successful company is one that they embrace† (Pepsi Annual Report). Pepsi’s Organizational Structure is segmented â€Å"into four business units: 1) PepsiCo America’s Foods; 2) PepsiCo America’s Beverages; 3) PepsiCo Europe; 4) PepsiCo Asia, Middle East, Africa† (Pepsi Annual Report).Pepsi’s structure allows for certain control and efficiencies both n ationally and globally in the beverage and snack industries. In addition Pepsi has standardized the reportable segments of each business so as to allow for appropriate analysis and competitive advantage measurement by region. With respect to Strategic Control and Continuous Improvement, Pepsi’s organizational structure, leadership, and Power of Pepsi campaign reveal that the corporation is committed to remaining a sustainable competitor well into the future.Furthermore, â€Å"as they look ahead they are positioning their company for sustainable growth by building its brands around the globe, bringing innovative products to the marketplace, capitalizing on the coincidence of consumption of snacks and beverages, unleashing the full potential of its global scale and ensuring that PepsiCo continues to be a best place to work† embodies ways in which Strategic Control and Continuous Improvement are going to be accomplished. ANALYSIS & IMPLICATIONS FOR MIDDLE MANAGERSThe stra tegic models that each corporation adopts are similar but produce different levels of success for each organization. Both Coke and Pepsi have adopted aggressive marketing strategies and have struggled amongst one another to develop superior products and attain customer share maximization. Competition, while at times can be frustrating for the organization, in this case has allowed for the creation of better products and increasingly globalized operations resulting in inherent successes for both organizations.The Cola-Wars have been existent for quite a while, but as this point in time it can be said that Coca-Cola is the leader in the beverage industry segment â€Å"Pepsi was knocked into third place behind Coca-Cola and Diet Coke†¦Coca-Cola sold 1. 6 billion cases of regular soda and 927 million cases of diet soda, while Pepsi sold only 892 million cases† (WIKIPEDIA). However, Pepsi is still remaining competitive globally through the realization that there are other ind ustries upon which to capitalize and ensure sustainability into the future.In fact, â€Å"as far as Pepsi is concerned the cola wars are over and needs to focus on convincing investors that it has the right focus in the new health kick† (D’Altorio pg 2). While Pepsi is focusing upon â€Å"Global Nutrition† they still need to realize that â€Å"carbonated beverages still produce much of the company’s sales and are still a key to Pepsi’s financial health† (D’Altorio).Into the future both Coca-Cola and Pepsi will prove to be viable competitors as revealed by their strategies/mission statements contained in their Annual Reports. The real key however, will be whether consumer demand remains in the carbonated beverage industry†¦if the tides somehow change, Pepsi will emerge as the victor due to their diversification strategy†¦one that has crossed channels and decided to create advantages with both beverages and snacks.The Cola War s bring up important implications for middle managers in the form of strategic analysis, implementation, and adaptation. Organizational success depends ultimately upon the ability of the organization to connect with consumers by providing an array of options so as to meet consumer desires, needs and lifestyles and these principles are largely motivated by corporate leadership and direction.Furthermore, the talent of employees must be empowered by management so as to execute goals and objectives effectively. A corporations’ assets —brands, financial prowess, distribution systems, global influence and the talents of employees must be effectively employed so as to become more competitive and to influence accelerated growth in manners that create value for customers, shareholders, and the company itself. CONCLUSIONThe Coca-Cola/Pepsi â€Å"conflict has raged on for decades† and has even been dubbed as the â€Å"Battle of the Century† but has revealed in the p rocess two corporations that have been successful in adopting strategies and processes so as to survive in the constantly changing, volatile business and economic environments representative of the current times. Coca-Cola and Pepsi will continue to face challenges into the future in the realms of economics, technology, and an increasingly globalized business environment.In effect, the corporation that is able to effectively exploit the new social media front of marketing strategy into the future will most likely end up as the frontrunner in most any industry†¦Ã¢â‚¬ Coke and Pepsi are amongst a multitude of companies buying into social media’s ability to strengthen their brands†¦consumers are 55% more likely to recall ads that include social media components than non-social ads†¦consumers today are incredibly empowered and what used to work to get their attention now needs a bit more thoughtfulness† (USA TODAY).This paper: 1) reviewed the strategic issue s presented in the â€Å"Coke Wars† case through the use of the Strategic Management Model as applied to both Coca-Cola & Pepsi; 2) highlighted fundamental strategies & tactics so as to analyze the inherent competition between both corporations; and finally 3) discussed implications of concepts presented in the case for the middle manager so as to grasp lessons learned for future application.Both Coca-Cola and Pepsi are on the right track as far as determining appropriate strategies to thrive in the environments in which they operate but the challenge into the future will be the appropriate analysis and adaptability in which to adequately respond to customer needs, economies of scale, and the dynamic business environment. CASE STUDY MATERIALS/REFERENCES 1) Frontline. Coca-Cola’s union troubles in Columbia; http://www. pbs. org/frontlineworld/fellows/colombia0106/; Retrieved: 3 July 2012. 2) Coca-Cola Annual Report. http://www. thecoca-colacompany. com/investors/annual_ other_reports. html http://www. hecoca-colacompany. com/ourcompany/mission_vision_values. html 3) PepsiCo Annual Report. http://www. pepsico. com/Investors/Annual-Reports. html; Retrieved 4 July 2012. 4) Wikipedia. The Cola Wars; http://en. wikipedia. org/wiki/Cola_wars; Retrieved 2 July 2012. 5) Terhune, Chad. Coca-Cola trying to renegotiate its syrup contract with bottlers; â€Å"Soda Rebellion: A Suit by Coke Bottlers Exposes Cracks in a Century-Old System; Serving Wal-Mart Is at Issue, But Spat Shines Spotlight On Local Businesses' Role; The Brownes' 84-Year History†; Wall Street Journal (Eastern edition). New York, N. Y. : Mar 13, 2006. p. A. 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Pepsi vs. Coke: The Cola Wars. http://seekingalpha. com/article/600021-pepsi-vs-coke-the-cola-wars. Retrieved: 06 July 2012. 12) Snider, Mike. Social Media is Latest Front of Cola Wars; USA Today 30 April 2012. http://www. usatoday. com/tech/news/story/2012-04-30/pepsi-coke-social-media/54631902/ Retrieved 12 July 2012.