Mountain Man Brewing Company (MMBC)

1. What is Mountain Man Brewing Company’s positioning relative to its competitors? Mountain Man Brewing Company (MMBC) is a 2nd tier domestic beer manufacturer based out of West Virginia. MMBC is positioned as a leader among local brewers in the East Central region, being one of the four regional breweries still operational in West Virginia. MMBC brews only one type of beer – the Mountain Man Lager, a dark bitter tasting beer. Target market for the product is middle aged men from the blue collared working class. Branding includes an image of coal miners on the bottle suggesting a strong taste and reinforcing target market segments to a niche.The beer sells mainly in off-premise locations. There is no variant of Mountain Man Lager available. Although MMBC is a local brewer it really competes against national brands such as Anheuser Busch and Coors. Priced at the same level as national brands, MMBC’s product is a legacy brew and enjoys high brand awareness in the r egions it sells the beer. The brand also enjoys high brand loyalty in its target market segment against national brands. MMBC has been able to achieve this brand equity without significant spending on traditional advertising but rather pursuing on grass-roots advertising.The company however is losing market share and revenues in line with the lager market. Since MMBC does not manufacture a light variant of its lager product the company has not been able to maintain its profits over the past few years. All its competitors are invested in the light beer segment given this scenario. MMBC has also seen shifting market segments due to an aging initial target market segment. The company is also at the risk of losing distributor loyalty thanks to increasing pressure on distributor margins.Summing it up, MMBC is losing market share due to changes in market dynamics while still seeing significant brand loyalty and awareness in its home turf. 2. What factors have contributed to making MMBC a strong brand? Factors contributing to MMBC’s strong brand image are as follows a. Brand awareness and loyalty Mountain Man lager has a high level of awareness among consumers in its target segments. Being positioned as a strong, bitter tasting beer it resonates with the values of hard working blue collar workers. The brand has seen high consumer loyalty over several years. b. Pin point target marketMMBC has been able to target the Mountain Man Lager brand towards specific market segments and been successful at it. Targeted towards middle aged, low to medium income working men, the brand has been able to deliver value to its consumers. c. Grass-roots marketing MMBC has been able to achieve the brand awareness without spending less than 3% of its revenues on advertising. The sales team has been able to create grass root level awareness by positioning the beer as an off-premises brand and by word of mouth advertising as opposed to traditional advertising. This has enabled MMBC t o reap greater brand commitment from its consumers. . What factors have contributed to the decline of MMBC? Although successful, MMBC has seen a decline in sales in the recent years. The main factors contributing to this decline in sales are a. Shifting market segment Mountain Man Lager’s market segment has started to age and new market segments are beginning to form, especially a younger market segment. This has allowed other brands to target the new younger population with â€Å"light† variants of beers which MMBC has not. Mountain Man Lager does not resonate with the younger population’s tastes as it is a strong, dark beer. . Emerging product segmentation The lager segment has been on the decline for a few years, mostly losing to the â€Å"light beer† segment. Given the rapid growth of the light segment of beer the lager market has been steadily losing market share. The light beer segment has grown 4% annually at the cost of the lager market’s s hare. MMBC has not been able to capitalize on this trend as it does not currently offer a light beer. c. Ineffective advertising Given the younger market segment’s preference to consume beer on-premises, MMBC has been unable to promote its products effectively.National beer brands have been able to splurge on advertising and use lifestyle based advertising apart from on-premises advertising to attract new customers. Given MMBC’s small advertising budget it is an uphill task to promote their brand to newer consumer segments. 4. Assuming the company introduces Mountain Man light. Conduct a 1 year and 2 year analysis for the Mountain Man Light brand? Calculation of Break Even Volumes Required – First Year Breakeven|   | Year 1| Current Revenues of MM Beer| 50,440,000. 00| Projected Revenues of MM Beer Next Year| 49,431,200. 00|Projected Contribution from MM Beer| 15,323,672. 00| Projected Loss of Sales from Introduction of MM Light| 2,471,560. 00| Projected Loss of Contribution from Launch of MM Light| 766,183. 60| # Barrels of MM Light Needed to recover Loss of Contribution | 30,188. 48| Cost of Advertising MM Light| 750,000. 00| Incremental SG&A cost| 900,000. 00| # Barrels of MM Light Needed to recover new Advertising Costs + SG&A| 65,011. 82|   |   | # Barrels of MM Light Needed to Break-Even in First Year| 95,200. 30|   |   | Compared to forecast sales in the first year of | 48,735. 19|   |   |Calculation of Year 2 Volumes (Needed to Calculate the 2-year Breakeven|   |   | Year 2| |   | Projected Revenues of MM Beer Next Year| 48,442,576. 00| Projected Contribution from MM Beer| 15,017,198. 56| Projected Loss of Sales from Introduction of MM Light| 2,422,128. 80| Projected Loss of Contribution from Launch of MM Light| 750,859. 93| # Barrels of MM Light Needed to recover Loss of Contribution | 29,584. 71| Cost of Advertising MM Light| 0. 00| Incremental SG&A cost| 900,000. 00| # Barrels of MM Light Needed to recover ne w Advertising Costs + SG&A| 35,460. 99|   |   | Forecast Sales in Year 2| 101,369. 19|   | Calculation of Break Even Volumes Required – Two Year Breakeven|   |   | Two Years of Lost Contribution | 1,517,043. 53| Initial Advertising Costs (One Time only)| 750,000. 00| Two Years of Incremental SG&A| 1,800,000. 00| Contribution per Barrel of MM Light| 25. 38| # Barrels of MM Light Needed to Break-Even in Two Years| 160,246. 00|   |   | Compared to forecast sales over the first two years of | 150,104. 38|   |   | | | 5. Should MMBC introduce Mountain Man Light? Options Grid| | Option 1| Option 2| Description of Option| Launch Mountain Man Light| Do not launch Mountain Man Light| Benefits of Option| a.Tap into a growing market b. Introduce brand to new market segments c. Retain current distribution network| a. Maintain brand image of Mountain Man Lager b. Risk losing market share further c. Lose out on shelf space in distributor network| Strategic Fit| a. Better long term strategic fit b. Ability to turn things around for the brand c. Will help brand position itself among younger consumer segments d. May induce lower brand alienation in the short term| a. No changes to current fit b. Slowing revenues from product segment c.High brand loyalty| Financial Attractive ness| a. Break even in just over 2 years b. High contribution margins (51%) over the long term compared to main brand c. Exposure to new product segments will ensure continues revenues| a. Falling market share (falling by 2% per annum) b. Long term losses imminent c. Long term advertising budget has to be increased drastically| Noteworthy Risks| a. Revenues fall at 2% per annum for the Mountain Man Lager brand b. No significant changes in market dynamics b. Cannibalization is at 5% c. Growth in market share is at 0. 25% for light brand a. Fall in market share not higher than 4% per annum b. Investment in advertising not increased beyond current levels| Final summary MMBC has to int roduce Mountain Man Light to capture market share in the light segment. Without doing that the company runs the risk of losing market share almost in a guaranteed manner over a period of time if not in an accelerated fashion. MMBC has to capture market share by using traditional advertising although it will lose money over 2 years. However since the contribution margins are larger for the Light brand the losses can be made up from year 3.

Reaction Paper on Hidden Heads of Household

Alma Guardado Professor Turkon October 11, 2018 Reaction Paper on Hidden Heads of Household 1.Within Brazil, poor children are found in situations that they can't escape due to extreme poverty and globalization and even culture. Children are sometimes considered head of households, due to their parent's inability to contribute sufficient income, hence, they would be forced to assist. Like for instance, when a mother cannot work due to pregnancy or staying home to take care of the infants, children would be likely to work to replace their mother, â€Å"I realized that it was the littlest one who was getting the most money. So, I let them go alone, until today.† (Kenny, 1997, p.97) Due, to the low amount of employment available, families must move around frequently to available jobs, which most likely led them to overcrowded, violent favela nearby. Culture and politicians contribute into the factor that poor children within these situations, since children have the mindset that they are unskilled and must work in dirty conditions and politics would lie that they would help on â€Å"gas, light and water bills. However, they do not. They just wanted a vote. Children are forced upon their situation based on their family situation and poverty. 2.In Brazil, globalization and economy are global influences that foster child labor. Child labor was influence due to the increase of wealth, since it brought upon an increase of poverty and inequality. A global shift in production resulted into the growth of favelas, where more children were born into. In those horrible conditions they were forced to find a job at a young age to receive for in their plates every night. Also, due to the â€Å"increase of capital investment in factories† in Brazil â€Å"where the labor is cheap, labor laws are not enforced† brought upon more increase of children working there. Also, factory owners preferred children since they can pay them fewer wages. The increase of economy brought upon the desire of more workers to be able produce more goods. 3.As the author emphasizes how she will give details, and the problematic study will result into good results, I honest expected more. I felt it could be consider an exploitation method, but not a study that led to good result. Yes, it did help numerous programs to be formed, yet exploitation does the same. It did not impact the whole situation in a large extent, it pushed positively, but it did not force individuals to stop and wonder what they could do to change the problem. It does a good job, emphasizing the suffering young children are faced and provokes us readers to feel sympathy and heartache knowing what is happening to them. However, does not give valid results, since the programs are not enforced they are created, yet not pushed forward into action. The author herself can use the situation for her benefit for her research. There was no real solution for her study. 4.Global tourism is one of the issues that affect the lives of many children negatively and positively based on the description given in the book. Some children will arrive at 8 am at the tourist location, to beg for tourist for money, however, sometimes they frequently were only offered food, but the kids wanted money due to the easier way to split money among each other and be able to buy what they want with it and hang on to some. Another, positive aspect of tourism was that they brought employment to male children like guides, vendors and based on the satisfaction they might be able to gain extra money or food additionally from their fee for tours. But, for girls sometimes global tourism would be a negative aspect for them, since most of the time they could not have the same jobs as boys due to their physical appearance, hence, they would work in the sex industry. Sexual relationship with foreigners was in the hopes for young women, since it was a strategy for them to deal with poverty, and a desire for travel and material goods. Girls with low-esteem preferred foreigners to Brazilian men, since they thought they treated them better and believed in the hopes of opportunities would come around. In their perspective they believed they were happy since even if they lacked the formal education and financial safety net, they provided money to their family and felt some statues with their peers. The tourist industry brought exploitation of the poor children, however, at the same time brought hopes. 5.The author refers to â€Å"agent† they mean a representative of the whole community or household on their behalf. Specifically, the â€Å"agents† the author refers to is the children, since they are truly the spokesperson telling their own reality of the harsh situations they are facing. In fact, the children should be agents in crafting policies that affect their situation, since it directly affects them. They are the ones who are facing poverty, low wages and harsh conditions and sometimes even the responsibility to have to put money on the table for their family. A fourteen-year-old child should not have the responsibility to work and not be able to receive an education, so why shouldn't they be able to craft the policies that are affecting their own lives. It's not the politicians nor the high-income class or even the adults who are being directly affect, it's the children. They are the ones who are working and facing conditions that most individuals do not face at their age and no one really knows what goes on in their lives, since yes we can research about it, but it does not mean we face it every day like they do, so they should be ones who craft the certain policies rather than those viewing them â€Å"as sweet little victims.† 6. Globalization isn't a tool to eliminate child labor in Brazil or elsewhere. It may be able to increase the employment and even the earnings to poor households in developing countries. But, the more desire for export products led to an increase of demand for labor, however, not towards adults. Within factories, they would prefer children since they could pay them less for their labor. Also, their shortness was desirable, since â€Å"they could fit in small holes and under machines.† (Kenny, 1997, p.7) Adults would be unemployed, or those in Brazil will work along with their children in the mills or textile factories. Altogether, globalization brought a negative effect, since when Brazil created a minor code to restrict children into working only six hours, parents did not like the idea which didn't led to the enforcement, nor was there an elimination of child labor. Also, the global shift increased the growth of urban favelas, which led poverty becoming deeper in Brazil and those who most likely work in factories would live in poverty, due to their low income. Globalization brings a desire for interaction of economy and prosperity, with no consideration of how children are treated. There is a more focus on the products than those creating the products.Kenny, M. L. (1997). Hidden heads of households: Child labor in Northeast Brazil.

Human resource Essay Example | Topics and Well Written Essays - 250 words - 2

Human resource - Essay Example The act further prevents employers from using force or threat of retaliation to influence employees’ freedom and right to elect, democratically, their unions for representation. The act also identifies an organization’s supervisor as part of its management. This means that a supervisor is an organization’s agent and the organization is therefore vicariously liable for its supervisors’ actions (Bramball, 2012). The same act however identifies management’s right to influence unions’ elections through tactful initiatives (DeCrew, 2003). Applying these principles supports my decision to uphold the elections because even though the supervisor made repeated appearances near the union’s meeting, his action does not communicate any form of threat to retaliate on the union. This undermines applicability of threat of reprisal against the union. Even though the supervisor is an agent to the organization, his action is consistent with the manageme nt’s right to use its tactics to influence union elections (Bramball, 2012; DeCrew,

Necessity of Multinational Businesses and its Influences Term Paper

Necessity of Multinational Businesses and its Influences - Term Paper Example The multinational business has made major contributions to the economic growth and developments as it helps in increasing employment, industrial production, better government control, higher GDP, national income etc. Having realized the growing importance of multinational business, the most developed and developing countries are following free trade policies to encourage multinational business. The recent developments in the field of international trade are primarily led by deregulation of the business in the global platform. The multinational business is very helpful in increasing flow of capital, exchanges of resources like labor force, raw material, technology etc and it also offer a number of opportunities to the multinational corporation along with hosting country. It brings competition in the market by making specific market matured and efficient. In this regard, Hope and Mailing have described the trade policy as â€Å"competition-enhancing device† as the host countries ’ market receive a number of new players making the market highly competitive for the existing domestic companies (Hope and Maeleng, 1998, p.52). The organisations are trying to expand their market in the overseas boundaries to grab market opportunities. However, in this process of internationalization, there are a number of challenges which have been driven by multiple factors. This paper will attempt to main drivers of multinational business led by the globalization process and major opportunities and challenges in this regard. Globalization has been a very debatable but an interesting area of Economics as it includes all the necessary aspects of growth and development. In fact, the process of globalization includes combines economics, international relation, sociology, and management. All these areas are very significant for economic development and globalization has playing a crucial role in this regard. As globalisation covers wide aspects, many scholars have tried to de fine globalisation as per their perspectives. Rhodes (1996) stressed on economic and financial â€Å"the functional integration of national economies within the circuits of industrial and financial capital† (Ali, 2000, p.5). On the other hand, Mobley and Weldon have given a much broader definition of the globalisation as they defined that is refers to any force that creates an unexpected, uniform, sometimes disruptive condition across heretofore impermeable boundaries within which the relevant conditions were previously varied† (Mobley and Weldon, 2006, p.146). The process of globalisation has been very gradual and there are a number of driving forces behind this process. Globalisation can also be viewed from the multidisciplinary aspects which includes a philosophy, a phenomenon and a process and these three multidisciplinary aspects have influences the human being profoundly. In this regard, the driving forces have led to turn the phenomenon as a process and philosoph y. There are four major driving forces of the globalisation process that includes trade, finance, technology, communication and transport.  

Challenges in the Global Business Environment Essay - 5

Challenges in the Global Business Environment - Essay Example st, antibribery, international trade and antiboycott laws, government affairs and political involvement, operational excellence, competition laws, data privacy, information protection and intellectual property. The role and responsibility of Chevron include following the code of ethics. Chevron expects its employees and the whole Chevron community to be aware of their level of authority. This understanding helps everyone act within the limits. This approach helps to avoid conflicts over authority and hence improves the efficiency. In the event that any Chevron worker is not sure on what to do, it is at his or her mandate to seek guidance from the supervisors, managers or any other department within Chevron that has been mandated to provide guidance. Seeking guidance helps maintain Chevron high standards through making sure that employees are aware on their roles. Every employee of Chevron has a mandate to comply with Chevron codes of conduct (Chevron Corporation, 2014). Failure to do so leads to disciplinary actions. Discipline improves the image of Chevron as compliance with the law improves productivity and efficiency of workers. Within this code is the responsibility of every employee t o report a possible violation. The reporting of a possible violation that could lead to damage of Chevron reputation helps avert this predicament and build on loopholes that may lead to a similar wake. Chevron undertakes the Non-retaliation policy. Chevron does not retaliate on information provided by any employee in good faith (Chevron Corporation, 2014). Similarly, Chevron adopts a code of ethics regarding employees in specific. Chevron has invested in many parts of the world. It employs employees from all lifestyles. As such, Chevron respects diversity and it values the diverse cultures presented by its employees. It also provides equal opportunities to all. As such, Chevron avoids any form of discrimination in its providence of work opportunities and working conditions.

Nursing research Essay Example | Topics and Well Written Essays - 1000 words - 2

Nursing research - Essay Example In line with this, the objectives of the study were to investigate whether staffing predicted nursing teamwork and determine the relationship between the levels of staffing and the subscales teamwork. Hence, the study focused on two research questions that were based on the research objectives. The first question asked, â€Å"Does the level of staffing predict nursing teamwork?† Conversely, the second question asked, â€Å"Does the level of staffing predict subscales of teamwork† (Kalisch & Lee, 2011, p.83). Based on the research study, the hypothesis was that in instances when the unit level case mix index (CMI) and the size of the healthcare facility were controlled, the levels of staffing had an effect on the levels of teamwork. In addition, the researchers also hypothesized that the size of the hospital affected teamwork exhibited by the staff members (Kalisch & Lee, 2011). Independent variable An independent variable in a research study is the factor that causes ch ange or an effect on another variable, which in most cases is change on the dependent variable in the research study (Polit & Beck, 2004). In this research study, staffing is the independent variable in the study since the levels of staffing in an organization affected the outcome in terms of teamwork. In this case, it is evident from the research findings that hospitals with high staffing levels experienced high levels of teamwork. On the other hand, since big hospitals have high staffing levels, they experienced high levels of teamwork. Dependent variable The dependent variable in a research study is the variable that may be changed or influenced by the independent variable (Polit & Beck, 2004). In line with this, the dependent variable of the research study by Kalisch and Lee (2011) is the level of teamwork in a hospital, which is a result of the staffing levels in the hospital. Research variables In a research study, research variables are concepts in a study, and these are conc epts that vary as the name suggests (Polit & Beck, 2004). One concept, or research variable in this study, is the skills mix among nurses, which affect the level of teamwork in nurses and vary from one hospital to another hospital. On the other hand, the size of the hospital is another research variable since all hospitals are not equal in size. In fact, this research study identifies the importance of the size of the hospitals remaining controlled. Research attributes and demographic variables Research attributes and demographic variables are the characteristics of the subjects in the study (Polit & Beck, 2004). In this regard, the research attributes and the demographic variables in this study are the age and professional qualifications of the research subjects. In this case, the age of the nurses is essential in evaluating their skills mix, which influences the teamwork of the nurses in a hospital. On the other hand, it is essential to point out that the professional qualificatio ns of the nurses play a crucial role in the skills of the nurses. In this case, the professional qualifications of nurses classify the nurses in the study as those who possessed a degree or a higher qualification, and those who did not hold a degree. In effect, these qualifications provide nurses with skills that contribute to trust among nurses, team orientation, and team leadership with these factors affecting the levels of teamwor

Solvability Factors Essay Example | Topics and Well Written Essays - 1000 words

Solvability Factors - Essay Example Solvability factors, therefore, are the elements or situations that directly or indirectly affected the resolution of a crime which, as defined above, constitutes arresting and charging the offender or perpetrator. The following are solvability factors identified in the investigation of crimes such as homicide. The first group of factors involves those associated with the crime incident (Keppel & Weis, 1994). One factor is the commission of another crime. For homicide, these include robbery and breaking and entering which may aid in the investigation of the primary crime. Another factor is the time of the commission of the crime. Crimes that are perpetrated at broad daylight or at a time wherein many people are up and about will have a higher solvability due to the possibility of witnesses. Another factor under this category is the place of the crime. Crimes committed in residential areas are more likely to be solved than those committed in non-residential areas (Keppel & Weis, 1994). The second group of factors includes those associated with the vic... The third group of factors is the law enforcement organizational factors. Different strategies, regulations and other characteristics of crime detection agencies play an important role in the resolution of a crime. One factor is the amount of time that is devoted for a particular case. It is only logical that one investigator can handle a certain number of cases for a given period of time while it is quite understandable that an investigator can be more focused and be efficient when handling one case at a time (Wellford & Cronin, 1999). Another factor under this category is the number of agents or detectives for a particular division who can handle the same types of crime. When a certain investigator handling a case cannot, for any particular reason, pursue the investigation then assistance or replacement by another capable investigator is necessary (Muozos & Muller, 2001; Wellford & Cronin,1999). Another factor is the existence and efficiency of support staff that can increase the performance and rate of accomplishment of the details and processes undertaken by an investigator. Related to this is the separate function of data or evidence analysts that can help tackle the clues and questions posed by the data or evidences. Lastly, an important solvability factor related to law enforcement practice is teamwork inside the unit which roughly translates to good cooperation and communication frameworks among colleagues (Riedel & Rinehart, 1996). The fourth group of solvability factors falls under the crime scene factors. The foremost factor in this category includes the rapid or timely security of the crime scene and other places that may be

A Rose for Emily Essay Example | Topics and Well Written Essays - 500 words - 2

A Rose for Emily - Essay Example The story brings opposite side of an individual different from the real life situation. This is seen in the character of Emily in the story. Emily is not able to grip death idea and instead suffers denial. When Emily’s father passed away, people in the town expected that she will be in a state of grief, but this was the contrary. Emily claimed that her father was not dead as people in town thought. Emily did not accept the fate of death and she held her father as if he was still alive. Emily did not accept death and as a result she killed Homer Barron to prevent him from leaving. Emily refused people to enter in her house because she kept the body of Homer Barron inside (Faulkner 2). Emily had a bad motive towards Homer Barron that resulted in murder. From the beginning of the story, Emily was not affected by the death, but this could not have made her act badly against Barron. Emily actions were as a result of supernatural forces. When Emily's father died, Emily did not care but held her father as if he was still alive. Emily remained stubborn and prevented changes brought about by the death or other means from taking place in town. She was also afraid of change and refused to allow the city people to include a number for mail in her house (Faulkner 22). After Emily’s funeral people were curious to know what she had been hiding from the house. The town people rushed and broke the house in which Emily lived in order to find out what she was hiding. People were surprised to find Homer Barron corpse decomposed on the bed together with a thread of Emily’s grey hair. Emily's characters and belief in death made her live an ordinary life.

Avoiding Alignment Trap Essay Example for Free

Avoiding Alignment Trap Essay This case analysis discusses the findings in the article ‘Avoiding the Alignment Trap’, where even though most companies are aware that IT must be aligned with business strategy in terms of aligning IT expenses with revenue growth, over 11% of companies that align IT with business strategy spend more than 13% on average on IT expenses with a resulting of less than 14% average in revenue growth. The objective of this case analysis is to recommend a governance arrangement that will lead most companies that are currently have less effective IT alignment with business alignment to IT-enabled growth where the cost of IT more than compensates with the revenue growth of the company. The recommendation is to adopt a Duopoly governance arrangement where both the CEO and CIO make decisions, form a committee to oversee IT decisions and business strategy decisions made by these leaders, and ensure adequate decision making and monitoring of performance based on IT and business-related decisions. The ISO 38500 can be used as a framework to monitor these decisions and evaluate IT decisions based on their effectiveness, alignment with overall strategy and the value they bring to the organization. CURRENT SITUATION According to the article, almost every company is aware that IT and business strategies must be aligned in order to gain competitive advantage in their industry. This means their IT spending must be matched with their growth strategies. To test this notion, the authors of this article surveyed 452 companies and received 504 responses. The survey determined the companies IT spending and 3-year sales compounding to determine annual growth rate. In their survey, they have found the following: 1.74% of these companies do not align IT to their business strategies. Companies allocate enough funds to their IT necessary to keep the systems running. It is not meant to add value to the business. As a result, their growth rate is 2% below on average on a three-year span 2.11% of these companies have highly aligned IT with business strategy, but not highly effective. Their IT spending was 13% higher than average and their revenue growth rate was 14% below average  3.8% of these companies spent 15% lower than average on IT that resulted in an 11% above average revenue growth rate. 4.7% of these companies spent 6% lower than average on IT that resulted in more than 35% above average revenue growth rate. To apply these findings against the different governance models, the 74% of companies that do not align IT to their business strategies have a Federal Model of Governance Arrangements. Federal Models are decisions made by leaders from different functional departments and in this type of Governance Model, they mostly pay more attention on Business Application Needs and less on IT Principles, IT Architecture Infrastructure Strategies. 11% of companies that are highly aligned and yet incur more spending than revenue growth fall to the Business Monarchy Governance Model. In this type of governance arrangements, decisions are made by senior business l eader. In the Charles Schwab example in the article, their governance arrangement is IT Monarchy. Their decisions were made by IS leader and put more emphasis on IT Architecture, Infrastructure strategies and have resulted in worst business application needs. CRITERIA To put an organization in an IT-enabled growth quadrant, an organization should adopt a Duopoly Model of governance arrangement where senior business leaders and IS leaders make decisions jointly. In other words, the CEO and CIO must work closely together to formulate the best IT principles and align it with the firm’s business strategy as a whole. Also, they must implement information technology that is less complex. In the words of Leonardo Da Vinci per the article ‘simplicity is the ultimate sophistication.’ By reducing complexity, the company builds simplified, standardized infrastructure rather than extensive customizing of information technology. With these 2 put together, it can result in effective IT governance which will enable growth in revenue in the future. Alternatives and Recommendations With respect to the article, the 85% of the companies that fall to the less effective quadrant in IT governance can start adopting a Duopoly Governance Arrangement where both the CEO and CIO work together and make decisions  jointly. With Duopoly, a committee can be formed to oversee IT decisions, rate the IT leadership by the CIOs continuous monitoring managers within the organization in their decision making oversight. However, some organizations do not adopt a duopoly governance arrangement due to its size. Therefore, the next governance arrangement that can be adopted by the organizations is the Business Monarchy where decisions are made by senior business leader. With this model, the business leader can ask for the financial manager’s help to identify the kinds of information and system the organization needs, perform cost-benefit analysis, evaluate options based on priority setting and needs assessment and determine what’s important and upgrade as benefit. Most of all, there must be adequate communication throughout the organization of the decision. The article suggests that to achieve an effective IT governance, companies must keep their IT environment simple. Although achieving a simple IT environment and standardizing it within the organization requires investment of time and money, in the future this can lead to lower costs. Even though complexity can still creep in, it is suggested that the company have an early-warning indicator that will keep track of IT spending with product development. If this ratio starts to increase, it is a sign that it’s time for another simplification. Down the road, companies can reach th e IT-enabled quadrant where costs are less and revenue growth is more. RISK MANAGEMENT PLAN To avoid the alignment trap, the best governance arrangement that can help an organization change its status from being trapped in aligning IT with business strategy to IT-enabled growth is to adapt a Duopoly governance arrangement where senior business leaders and IS leaders make decisions jointly-meaning the CEO and the CIO work closely together. Both these decision makers can form a committee to oversee IT decisions and ensure managers are monitored in their decision-making and oversight. They must also adapt a simple IT application; eliminate add-ons and replacing legacy systems. For guidance in decision making by the committee, the organizations can adopt ISO 38500 where the following 6 principles focuses on 3 main tasks. These 6 principles are: 1.Responsibility – everyone involved in the  committee should understand responsibilities and have the authority to meet those responsibilities 2.Strategy – aligning IT Strategy Organizational Strategy and analysing the current and future situations of the organization and consider both the needs of organization and those that can be done within its own IS department 3.Acquisitions – can be made after both careful and rational analysis. The acquisition decision must be transparent and justified 4.Performance – information systems are implemented such that service levels and quality levels meet the organization’s needs both now and in the future 5.Conformance – compliance with regulations legislations 6.Human Behaviour – ensures respect for current and evolving needs of all individuals involved The 3 main tasks are: 1.Evaluate current and future needs on a continual basis – focuses on continual improvement incorporates the principles above both now and in the future 2.Preparation and Implementation of investment plans – the committee needs to make sure that responsibilities for plans and policies are clearly being assigned 3.Monitor performance and conformance to policies against the plans – crucial in monitoring expected service levels being met. If this is not done properly, then there won’t be appropriate information for decision making. Reaching the IT-enabled quadrant is not easy and it involves a big investment in simplifying the IT used within the organization. This is why most organizations focuses temporarily on effectiveness of IT implementations within the organization more than alignment of IT with organizational strategy. This means giving up specific applications customized on a particular division in order to achieve its desired performance and centralizing and simplifying a good part of the IT function.

The Tsarist regime between 1881-1904 Essay Example for Free

The Tsarist regime between 1881-1904 Essay Why did opposition to the Tsarist regime increase between 1881-1904? Page 1 Opposition to Tsarist Government had long been a feature of the Romanov rule with strict laws in place to oversee that nobody spoke out against the Tsar’s rule. During the autocratic years from 1881-1904 Russia went through two Tsars, Alexander III and his successor Nicholas II both obsessed with keeping absolute power over Russia. During that period it was an offence to speak out against the Tsar whilst nobody could challenge the Tsar’s rule as there was no parliament in place to speak for the people and no free press which meant that no one could release information that might influence the people to revolt for a better quality of life. This led to a hard struggle for the Russian people who endured numerous years of hardship under the Tsar; however it also resulted in the formation of politically organised parties in Russia that would each have separate ambitions for what they wanted for the future of Russia and her people. The causes of Tsarist opposition could be argued to have been started by Alexander II who ironically was trying to stop opposition to the Tsarist regime by relaxing controls over the press and universities which inadvertently saw the emergence of the intelligentsia. After Alexander II assassination in 1881 the first signs of opposition to Tsar Alexander III where the educated and free-thinking middle class, who were able to travel to western nations and read new ideas that, had never before been herd of in particularly the idea of Karl Marx’s, Marxism where it was thought that the people would overthrow the government and become a Democracy, and without a state Russia would become communist. The 1890s saw the great spurt of modernisation and industrialisation in Russia. Modernisation was driven by one man, Sergei Witte, the minister of finance from 1893 to 1903. An increase in the production of coal in the Ukraine and oil in the Caucasus promoted massive economic growth. Iron, chemical, engineering, petroleum and steel industries were established within ten years. Although this benefited the Russian economy the growth in industrial workforce concentrated in urban areas. This along with the combined high taxes and low incomes caused terrible living and working conditions in the cities. Witte’s economic policy created long term discontent within the Russian people as the high taxes and low wages led to high poverty throughout Russia whilst the increase in peasantry created more pressure on the agricultural land which led to an economic slump after 1902 which resulted in an increase in unemployment. Civil unrest further increased in 1900-1902 with poor harvests leading to starvation and an outbreak of violence in the countryside. This civil unrest led to the formation of various political parties throughout Russia which became the main sources of opposition to the Tsar’s rule. Parties such as the Liberals, and Social Democrats followed the relatively new idea of Marxism. However the Democrats wanted a revolution whereas the Liberals thought they could achieve their aims through a series of non-violent protests. The Democrats would later split into the Bolsheviks who thought the party should be ruled under one central leadership and that the way forward would be revolution whereas the Mensheviks beliefs were more democratic as they believed in allowing each member a say. The Liberals would also later split into the Kadets who wanted a parliament and better re-distribution of land for the peasants but had no problems with a constitutional monarchy whereas the Octoberists who also wanted a parliament were more focused on increasing Russia’s economic strength. Page 2 A third party the Social Revolutionaries grew directly out of the Populists and continued their predecessor’s approach of terrorism to reach their aims as a group founded in 1879 â€Å"the peoples will† were responsible for the assassination of Tsar Alexander II whilst also continuing their extremist views into the early 1900’s between 1901 and 1905, were it was the terrorist faction of the Revolutionaries that dominated with over 2000 assassinations, including Plehve, the interior minister, and the Tsar’s uncle, Duke Sergei. Eventually this unrest along with several assassination attempts from the Revolutionaries resulted in Alexander III abdicating in 1894 leaving his young and shy son Nicholas II as supreme ruler of Russia. Nicholas was never interested in politics however he was a great admirer of his father Alexander III. He had been brought up to believe that repression was the only way to keep the Russian people under control and that any kind of reform would simply encourage them to want even more. Nicholas wanted to rule like an autocrat but he did not have the skill to do so as he was an untrusting individual always being afraid of conspiracy which led to him refusing chair meetings, only seeing his ministers one at a time, trying to use divide and rule tactics which ultimately led to the government not making any decisions for Russia. Nicholas II further created unrest as he was unwilling to give any concessions to national minorities such as Finns and Poles with any protests repressed and his secret police the Okhrana crushing political activists, rounding them up and exiling them. The culmination of the revolution reached its climax with the outbreak of the Russo-Japanese War in February 1904. Defeats on land and sea at the hands of the Japanese military shocked the Russian public creating mass humiliation. The war was beyond any doubt a Japanese victory when Russia lost Port Arthur in January 1905. With the Russian peoples pride in tatters after defeat from what they believed was an inferior Eastern nation along with the war creating shortages in food, fuel and higher prices leading to further unemployment it seemed the last straw for the Russian people creating a huge upsurge of discontent. On the 22nd January 1905 Father Gapon and orthodox priest decided to lead a peaceful march of workers and families on the Winter palace in St. Petersburg where they wanted the Tsar to acknowledge the needs of the Russian people such as living conditions, poverty and starvation in Russia. However this peaceful protest soon caused mass panic for the police and authorities who did not know what to do, with no decisive leader they felt the only option was to fire at the protesters in the hope they would disperse. Hundreds of people died on the day that is now known as Bloody Sunday. This led to a national outbreak of disorder with strikes and riots in major cities whilst even minor mutiny in the Army and Navy who were ashamed of the defeat in the war, the Tsar was at war with his own people the revolution had begun. There were many factors of why opposition increased between 1881 and 1904 however the main reason was the introduction of western ideas to what had previously been a nation in isolationism with the prevention of free press. The ideas (Marxism) that had seeped in to Russia made the public question why they couldn’t have a say in how their country was run which led to the development and rise in organised political parties which became the main opposition to the Tsarist regime as both Tsar’s struggled to cope with what the people wanted. Ultimately the sheer size of Russia and its massive population made it impossible to govern and whilst Russia struggled to get out of its backward status the public’s welfare was compromised as both Tsars main priority was to increase Russia economically. This led to an inevitable uprising.

The essence of strategic marketing

The essence of strategic marketing This report designed to provide practical recommendations on segmenting markets, targeting specific customers, and positioning effectively SGNs service in China market. Having addressed the purpose of STP, it has ascertained that SGNs competitive advantages and potential competitors, the segmentation and targeting markets decisions for SGN thus proposed to utilize geodemographic variables as segmentation bases. The two segment profilers of SGN were formed after exercised key variables. Profiler 1 is a group of senior citizens of age 60 and above and profiler 2 is a group of middle age citizens from 40 to 60 years old working professionals. Upon evaluation of market attractiveness of these two distinct segments, it is advised that SGN targets both segments, adopting concentrated marketing strategy, via single marketing mix. Positioning strategy adopted by SGN is more for less value proposition and positioning statement as To senior citizens, SGN offers the utmost personalized elderly service at their home. Read this report for SGN practical marketing tool to easily deal with the challenges and exploit market opportunities that drive incremental revenue and increased profitability. The whole point of this proposal is to assist with better segmenting, targeting, positioning and decision making, be sure that focus on the most appropriate strategies that provide the most opportunity, least risk, and highest performance for SGN. TABLE OF CONTENTS Introduction à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 5 Background of the Company and the Service Chosen à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 6 Literature Review of the Segmentation, Targeting and Positioning Concept research this theoretical underpinnings of this concept and critique à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 7 Basis for Proposed Segmentation and Targeting for SGNs Service à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 16 Basis for Proposed Positioning for SGNs service à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦. 21 Annual Schedule for the Programme including Marketing Budget/ Expenditure à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.à ¢Ã¢â€š ¬Ã‚ ¦..à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦. 24 Conclusion à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦ 25 References à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.. 26 1. Introduction This report aims to develop and propose the Segmentation, Targeting and Positioning strategies for the personalized elderly home-care service in China, offered by Sunrise Greycare Network Co. Ltd (SGN). Chapter 2 briefly describes the SGN credentials and up to 24-hour service that is provided for the senior citizens in China. Segmentation, targeting and positioning concepts from various books are critically assessed and discussed in Chapter 3. Chapter 4 contains valuable information of the basis of proposed segmentation and targeting for SGNs service and Chapter 5 discusses on the positioning map, competitive advantages and value proposition of SGNs service. Chapter 6 tabulates the annual schedule of the programme that includes marketing budget/expenses and the final conclusion will be made in Chapter 7. 2. Background of the Company and the Service Chosen Company Profile Sunrice Graycare Network Co.,Ltd (SGN) is specializing in offering home-based eldercare service up to 24-hour to families in China. SGN grows its first footprint in Beijing to offer a unique proposition to senior citizens. The whole team is dedicated to improving the quality lives of the elderly. SGN helps with every facet of daily living, from escorting on appointments and companionship, to housekeeping and personalized healthy screening to the seniors. Above all, elderly are always enjoying a safely and comfortably at each home with SGN care, instead of staying at nursing house. Mission Statement Vision: To make SGN the top of mind company for senior care Mission: Leverage our unique strengths to render reliable service and care that exceed clients expectation. Credo: Work with passion, commitment and professionalism 3. Literature Review of the Segmentation, Targeting and Positioning Concept research this theoretical underpinnings of this concept and critique 3.1 Introduction of Segmentation, Targeting and Positioning (STP) Market segmentation, targeting and positioning are the three steps, as shown in below Figure 3.1, that top management has to decide before the implementation of any marketing plan in a company. Figure 3.1 Steps in Market Segmentation, Targeting and Positioning Market segmentation Identify bases for segmenting the market Develop segment profiles Market targeting Develop measures of market attractiveness Select target segments Market positioning Develop positioning for target segments Develop a marketing mix for each segment Source: Armstrong, Kotler Da Silva (2006, p.213) These steps are defined by Armstrong, Kotler Da Silva (2006) as follows: Market segmentation: Dividing a market into distinct groups with distinct needs, characteristics, or behaviours who might require separate products or marketing mixes. Market Targeting: The process of evaluating each market segments attractiveness and selecting one or more segments to enter. Market positioning: Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target customers. 3.2 Market segmentation: Market segmentation is the act of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors who might require separate products or marketing mixes (Armstrong, Kotler Da Silva 2006). Market segmentation is pre-requisite to access the right market and people at a maximum. It drives markets growth and increases sales to the business profitability from authors viewpoint. The effectiveness of segmentation should be measurable, accessible, substantial, differentiable and actionable (Smith 2003). Segmentation helps to see the target customers more effectively. The customers have different requirement and needs and influenced by different media. A segment is a unique group of customers who share some common characteristics that make them different from other groups of customers (Smith 2003). Some segments have different needs, require different versions of the same product, pay different prices, buy in different places, can be reached by different media (Smith 2003). Consumer markets can be segmented by many different variables which include geographic, demographics or social statistics, geodemographics, psychographics and behavioralistics. Smith (2003) explains these five categories as below: (1) Geographic: categorized by location which includes streets, towns, cities, regions, countries, continents, and climate, population density and so on. (2) Demographics (social statistics): segmented by age, gender, marital status, life cycle, social class, education, job type, social class, income level, because of consumers needs and wants change with above-mentioned elements. (3) Geodemographics: this mixes geographic and demographic data to create categories of house-type with locations. (4) Psychographics: segment market based on peoples lifestyle, personality, attitudes in accordance of their psychological feature. Lifestyle is often segmented by marketer among others factors. (5) Behavioralistics: bahavioral segmentation reflects the benefits consumer enjoyed and the consumption rate of products or services. Different consumer seeks benefits differently from own perspective. The consumers are divided by light, medium and heavy level as per individuals frequency of usage. The other type of segmentation, according to Smith (2003) is industrial, organizational or business-to- business markets. The organizational markets are segmented by personal characteristics of organizational customers and the benefits sought. The most common profilers for organizational markets are grouped as follows: Type of organization Size of organization (heavy or light user) Geographical location Corporate culture Operating characteristics Job title Purchasing approaches Apart from above profiles, it is felt that marketer also needs to find out who is the end user of organization so as to better understand the direct customers wants and needs. How the customers would use the product or service, the answer helps improve or innovate the product or service to satisfy customers needs. Identify the usage rate which affects sales volume and sales forecast. Lastly, who is the purchasing person and the relationship with purchasing organization is very pertinent to the markets segmentation, because the product or service can be segmented precisely to the buyers once corporate strategies and demands are well perceived. Researchers from McKinsey and others institutes have studied commodity markets, it showed that even customers in commodity market are classified by three segments. Customers concerned about cost more than quality who are Price-sensitive buyers. Whereas, people go for quality excellence and deliverables-focused fall into service segment. The commitment customers are close to total value, thereby winning a long-term relationship (Doyle 2002). While E-commerce is impacting the lives and lifestyle of people, many people prefer to research the related products and rely on the internet as guidance before purchase. In the Reverse Segmentation pinpointed by Kotler, Jain and Maesinecee (2002), customers inform companies of their likes, dislikes and other key messages by answering online questionnaire. The information can be used by the company to construct customer segments. The company can then develop appropriate offerings for the different segments. Marketers can respond to reverse marketing by paying attention to the customers four Cs: enhanced customer value, lower costs, improved convenience, and better communication (Kotler, Jain Maesincee 2002). They need to explore the customers cognitive space, assess the companys competency space, and capture the collaborators resource space (Kotler, Jain Maesincee 2002). Although segment variables vary with different products or services, the author feels that demographics is the most easiest and fastest way to segment the markets which can be measurable and differentiable in marketplace. The strengths are these information of demographics are quite steadfast compare with others categories, people can change their location, lifestyle but most of people cannot change age and gender. The data can be attained from local authorities and other professional organizations without or less costs. 3.3. Market Targeting Target marketing evaluates each market segments attractiveness and selects one or more segments to serve (Armstrong, Kotler Da Silva 2006). To target the best market segments, the company should analyze each segments size and growth (product life cycle), profitability and competition, structural attractiveness and compatibilities with company objectives and resources (Armstrong, Kotler Da Silva 2006). Chaston (1999) also mentions that the identified segment must be of an adequate size, the higher costs of servicing customers needs can be recovered through charging higher prices, the segment is accessible to the supplier and the selected marketing position is resistant to the subsequent entry of competitors. According to Armstrong, Kotler Da Silva (2006) and Doyle (2002), selecting the best target segments involve below strategies which depend on company resources and product itself: Undifferentiated marketing: offers a product for mass market, requires mass production, mass distribution and mass promotion for the same product to all consumers without differences among segments. Differentiated marketing: develops different market offers for two or more segments. Concentrated marketing: niche market focuses on only one or a few market segments. It is especially favored by companies with limited resources. Micromarketing: it includes local marketing and individual marketing. Products or services are tailor-made in pursuit of unique needs from specific individuals and locations. Above are concepts of common target marketing strategies and marketers often adapt to one of them to market their products/services. The author favours concentrated marketing because it provides a strong foundation to build up reputation and gain a great market share effectively. This marketing strategy also helps small company to reduce costs and maintain high prices. However, there is a risk involved as once the segment grows rapidly, it will likely attract larger competitors. Market Positioning Positioning is all about how a product or service is positioned or perceived in the minds of a target group of customers. It answers the question: Why will someone in the target market(s) buy my product or service instead of the competitors? (Lodish, Morgan Kallianpu 2001). American academics Aaker and Shansby categorized all the variables into six groups as follows (Smith 2003): Attribute, eg gentleness, ruggedness, tasteful Price and quality, eg premium-quality image or value-based Use or application, eg associations with a particular situation or occasion for use User, eg linking the product or service to types of users, lifestyles, profiles Product class, eg positioning in diet foods or in normal foods Competitors, eg positioning against a competitor and competitive advertising Perceptual maps help to devise positionings and repositionings. Product positioning maps are drawn with their axes dividing the plot into four quadrants. This is because most of the parameters upon which they are based typically range from high to low and the two attributes usually considered are quality and price. However, it is felt that real-life product positioning maps will be more complex as there involves a number of dimensions, apart from the two attributes being considered. A products position is a complex set of perceptions, impressions and feeling that consumers have for the product compared with competing products. A product or service must differentiate its offer by building a unique bundle of benefits that appeals to a substantial group within the segment. Beyond the product differentiation, companies also can be differentiated by hiring better people which overtake other competitors. Generally, there are five winning value propositions to brand the products positionings: more for more, more for the same, the same for less, less for much less, or more for less (Armstrong, Kotler Da Silva 2006). Doyle (2002) adds that companies must gauge the 4 criteria so as to structure the differential advantages properly among customers. Successful marketer will always design the products or services that are unique, sustainable, profitable and offering benefits to customers. Overall, the author feels positioning is an outcome of differentiation strategy, the outcome of positioning ultimately is to create and anchor a market value proposition into the minds of targeted customers within segmented territory. It is proved that products unique proposition is associated with strong marketing communications and planning, in which deliver the deliberate position and convey the key message to target customers along a continuum. The distinctive benefit, chosen position and brand awareness take a long time to plot and map out through consistent market effort. Although customers hardly change the original product perception in mind, but marketers often choose to repositioning the product when the target markets changes. 4. Basis for Proposed Segmentation and Targeting for the Service Chosen Armstrong, Kotler Da Silva (2006) have a checklist of segmentation bases which serves a knife to slice or carve up the segments correctly. Marketer must draw a close attention to the nature of the product and market, to select the most relevant variables for the best segmentation bases. Demographic variables: age, disposable income, gender, occupation etc Geographic variables: urban, suburban, rural etc Behavioral variables: benefit, occasion, usage, loyalty status etc Sunrise Graycare Network (SGN) divides customers into different groups based on age, income level, location and population density. China has the largest elder population in the world, which accounts for one fifth of the worlds total older population. The older population over 60 is 143 million by 2004, accounting for 10.97% of the total population. There are 11 provinces and municipal cities which are above the national average in population ageing. Beijing is among top of them is about 13.66% (Xiao 2007). According to the latest statistics released by 2010, the elderly population of Beijing has reached 2.54 million (CPDRC 2010). Beijings graying population is expected to grow to 6.5 million by 2050, when one in three people will be older than 60, the aging committee estimates (Cao Quan 2009). The shortfall of elder care service can be seen in Beijing. An example for whose nursing homes can only accommodate 9,924 people just 0.6% of the senior population.  With longer life expectancy, growing affluence and the effects of Chinas stringent One Child Law policy leaving the elderly with a child unable to care for them (Retirement Homes 2005). Aging residents in China usually are traditionally taken care of by their children. However, nowadays young peoples lifestyles have been changed, job competition caused growing work pressures, constantly overtime and anxiety. Many young couples turn to professional service to look after their parents and grandparents (Zhang 2010). A great shortfall in eldercare in China is a serious problem caught attention by government. Seeing the size of the graying population, SGNs segment groups specifically are working adults and 60 years old and above old people in Beijing. Working professionals at middle-age who need to take after both parents and parents in law, they will also need to raise and educate their children simultaneously. These people born in the 40s to 60s are sandwich generation, they are often very tired in keeping balance between life and work. A salary survey conducted by America Huiyue Company showed that Beijing Managers earn the juiciest salary, earning the highest salary among other cities in China (AsiaInfo Services 2002). It is believed that these people have sound financial condition and need professional care to lighten their burden. The feature of SGNs locations is a great access to very famous hospitals where potential clients frequently visit with their parents. SGN offices located in golden districts and only take about 5-10 minutes walking distance to the hospitals and residential areas. Hence, the segmentation bases zoom SGN target groups in two finer segments as below: Segmentation Age Income Level Location Population density Segment Profiler 1 60 and above RMB24,000 p.a. and above Downtown in Beijing, adjacent to local communities High Segment Profiler 2 40 to 60 RMB36,000 p.a. and above Downtown in Beijing, adjacent to local communities High As Doyle (2002) specifies that there are five factors govern the attractiveness of the segment, namely: Segment size Segment growth Profitability of the segment Current and potential competition Capabilities of the business After evaluating the two different market segments, SGNs targeting markets are chosen for both segment 1 and 2 based on the five factors. Due to SGN is a start- up company with limited resources, therefore, concentrated marketing strategy (or niche marketing) is deployed for the two targeting markets. The detailed analysis on attractiveness of the chosen targeting markets is as follows: 1. Segment size By 2050, the elderly Chinese will outnumber the entire U.S. population (USA United Nations Department of Public Information 1999), the elderly population in Beijing is about 2.54 million in 2010 (CPDRC 2010). Such a large size of targeting group determined SGNs market prospective. 2. Segment growth Beijings graying population is expected to grow to 6.5 million by 2050, when one in three people will be older than 60, the aging committee estimates (Cao Quan 2009). The data indicated clearly that the potential growth is positive, in other words, the peak of elderly service will not be ebbed but upsurge instead. 3. Profitability of the segment SGN used concentrated marketing strategy to market efficiently, which reduced marketing costs but focused to best serve consumers in the same way and to achieve profitability. The nature of business is considered a low investment yield high returns. No inventory worries. The other side, the eldercare business in China, according to Service Industry Tax Rebate Policy under Chapter 12.1 Elderly Service, it stipulated that agency for elderly service, disabled service, matchmaker agency, funeral service will not be taxed for the beginning of 3 years of business (BJ local Taxation Bureau 2010). It seems that the local government is actively promoting eldercares business by waiving off business tax and it is believed that there will be more benefits coming. It showed that SGN targeting markets can be most profitable. 4. Current and potential competition There is still a big gap to be filled and catered for the swelling graying population in China. Currently theres no direct competitor in Beijing, the competition will not be fierce. Although a numerous nursing homes and household agencies in local market are seen as indirect competitors, but SGN is the first company only practicing home-based eldercare service for aged 60 and above seniors, it makes SGN the top of mind company before any other rivals presence. 5. Capabilities of the business SGN established a team which is filled with versatile leaders who will inspire people to render the professional senior care to the targeting groups. The manpower capability is one of the companys key competitive advantages for business sustainable. SGN is hiring a pool of qualified and capable people to take challenging tasks every day, provided with on-job training regularly for continually business productivity. With sufficient staff on board, it is enabled to maximize business sales volume on daily basis. SGN office sites are located in four primary districts in Beijing. It serves as an extensive network to attract senior residents in each district. 5. Basis for Proposed Positioning Chosen Below Figure 5.1 shows the positioning map of indirect competitors and proposed SGNs position for current market situation: Figure 5.1 Positioning Map Quality Price Low High High Low Cluster A Cluster B Cluster C = Indirect competitors = SGN Source: Adapted from Armstrong, Kotler and Da Silva (2006, p.236) According to recent research and survey conducted by SGN, it is found that the two important attributes that customers want are Quality Service and Price. These survey results are plotted in a positioning map as per Figure 5.1, which illustrates the existence of three clusters in the current China market. Clusters A, B and C are indirect competitors for elderly care service, they are either nursing homes, household agencies or hourly maid service. The brands bundled together within Cluster A considered prestige segment due to high price and good service (quality), Cluster B represents the brands that are categorized in middle segment, their price and service ranked in average range. Those brands in Cluster C are pricing low and qualities are also in low level, competitors in Cluster C fall into economic segment. It is proposed that SGN positions itself as more for less for its value proposition, as shown in Figure 5.1. This value proposition is most welcome by customers and will enable us to greatly differentiate from these indirect competitors. SGN has the following competitive advantages: I. Focus SGN is only focusing in aged care solution, committed to deliver the highest standard quality of work to elderly for better quality of life. II. Home sweet home Despite of the modern nursing homes are equipped with most advanced facilities, it is always clean or sterilized all the while. The caregivers are professional and sympathetic, but people just feel aging there is depressing in China. Home is the best place to stay is what SGN endorse and practice. The environment is a key to ensure that clients enjoy themselves to a greater extent. III. Comprehensive service SGNs unique in-home care is covering all concerns from elderly people, from physical level to spiritual level needs, which other competitors are not able to fulfill some specific requirements. IV. Staff SGNs dedicated team is well-trained knowledgeable personnel with pleasant personality. General Practice Team is to handle the daily routine work for older people, medical and health care is handled by interdisciplinary team led by Geriatric Care Manager. V. Service charge SGNs service charge is subjected to the frequency and duration. SGN service charge is more flexible than other competitors, price options will enlarge client base and engage them from short-term to long term clients through their experience. The benefit chosen for SGNs positioning statement is: SGN is the only service specialist for home-based elderly service. Hence, the overall positioning statement for SGN is: To senior citizens, SGN offers the utmost personalized elderly service at their home. 6. Annual Schedule for the Programme including Marketing Budget/Expenditure Annual Schedule -Year of 2011 a) Budget and Deployment Plan Country Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Marketing Budget Total Budget Beijing, China -Ads (ATL BTL) -Open House (package promotion) E-marketing Printed collaterals Referral scheme Chinese New Year Feb 03-05 -Ads (ATL BTL) E-marketing Roadshow (community alliance) -Referral scheme Ads (ATL BTL) Open House (package promotion) E-marketing Referral scheme Labor Day May 01- 03 Ads (ATL BTL) E-marketing Roadshow (community alliance) Referral scheme -Ads (ATL BTL) -Open House (package promotion) E-marketing Printed collaterals Referral scheme Dragon Boat Festival June 06 Ads (ATL BTL) E-marketing Roadshow (community alliance) Referral scheme -Ads (ATL BTL) -Open House (package promotion) E-marketing Printed collaterals Referral scheme Ads (ATL BTL) E-marketing Roadshow (community alliance) Referral scheme Mid-Autumn Festival Sep 12 National Day Holiday (Oct 01-06) -Ads (ATL BTL) -Open House (package promotion) E-marketing Printed collaterals Referral scheme Ads (ATL BTL) E-marketing Roadshow (community alliance) Referral scheme -Ads (ATL BTL) -Open House (package promotion) E-marketing Printed collaterals Referral scheme Ads (ATL BTL) E-marketing Roadshow (community alliance) Referral scheme Cost Estimate RMB5.000.00 RMB3,000.00 RMB5,000.00 RMB3,000.00 RMB5,000.00 RMB3,000.00 RMB5,000.00 RMB3,000.00 RMB5,000.00 RMB3,000.00 RMB5,000.00 RMB3,000.00 RMB48,000.00 RMB50,000.00  © SGN 2011 Total RMB48,000.00 7. Conclusion Upon segmentation, two distinct segments were identified and evaluated of their market attractiveness. It is recommended that SGN targets both segments, adopting concentrated marketing strategy, via single marketing mix. These two segments are: Profiler 1 is a group of senior citizens of age 60 and above and profiler 2 is a group of middle age citizens from 40 to 60 years old working professionals. The positioning strategy proposed for SGN is more for less value proposition and positioning statement as To senior citizens, SGN offers the utmost personalized elderly service at their home.

Child Beauty Pageants Should Be Banned Essay -- Argumentative Essay, 2

Imagine you are at home, watching tv. Flipping through the channels, you see a preview for next week’s episode of Toddlers & Tiara’s. They show the girls dressed in frilly, sparkly attire, fake teeth, fake hair, fake tans, and makeup that could transform their faces into someone in their 20’s. These children are usually misbehaving, disobedient, overdramatic and they are between the ages of four and six. Any person could see that this lifestyle is incredibly harmful to these children not just because of what it does to their appearance, but what happens when these little girls’ minds become tainted with the thoughts of needing to be beautiful and talented in order for people to like them. They also learn that being beautiful means doing whatever it takes to make yourself look perfect, even if it means that everything about you is fake. At the same time, when these little girls are dressing up for these shows, they are being put in outfits that could b e worn by strippers. This draws attention to sex offenders and pedophiles, which could potentially end up in something tragic. Claude Knights, the director of child protection charity Kidscape, says, "We do know that predators or paedophiles continually tend to justify their interest in children by saying children are sexual beings. That children are now given a channel to become little Lolitas, to be portrayed as older, to almost become mini adults – these are all trends that give legitimacy to that kind of thinking." In the end, children’s beauty pageants are essentially harmful to both young girls safety and minds. It may not happen to some, but most of the young girls that compete in beauty pageants seem to have a bit of an attitude towards their parents and ... ...today.com/blog/food-thought/201108/child-beauty-pageants-what-are-we-teaching-our-girls>. "Child Beauty Pageant Statistics." OccupyTheory. N.p., 20 Dec. 2013. Web. 20 Mar. 2014. . Day, Elizabeth. "Living dolls: inside the world of child beauty pageants." The Observer. Guardian News and Media, 11 July 2010. Web. 21 Mar. 2014. . Image/Video Citations -http://susannemoore.wordpress.com/2011/07/30/childrens-beauty-pagents-eden-wood/ -https://www.youtube.com/watch?v=2_7vsWF_Ox4 -http://www.soulfulspoon.com/2013/03/my-take-thursdays-how-to-recover-from.html#.U09T2yjrdSo -http://cynicalreview.wordpress.com/2010/09/09/child-beauty-pageants-harmless-fun-or-vomit-inducing-child-abuse/ -https://www.youtube.com/watch?v=oRSUS4WZO5Q

Morrisons Bluest Eye Essay: The American Way -- Bluest Eye Essays

The Bluest Eye: The American Way  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚   Ownership, class structures, and consumerism go hand in hand. Morrison illustrates this throughout the novel and in the characters' identities. Many of the characters identify themselves based on material possessions: the simple ownership of a car, the use of consumer products, and property ownership. Although African Americans may take these things for granted now, in the early 1900's this would be considered a major accomplishment. There is an apparent contradiction of class status among the characters illustrating how beauty determines social stratification. Morrison places each person in the class hierarchy based on how close they are to the white standard of beauty. The Fishers, the white family Pauline is employed by, are at the top of the class stratification. The only upper middle class family is white and they are the ultimate model of the blonde and blue eyed standard. Rosemary, whom the girls also have a tinge of jealousy for, is on the same class level as Frieda and Claudia, except that her Italian features classify her as white. Rosemary's phenotype is white yet she is also a minority. In the opening scene of the novel she is "sitting in a 1939 Buick eating bread and butter." Claudia and Frieda are characterized as envious: We stare at her, wanting her bread, but more than that wanting to poke the arrogance out of her eyes and smash the pride of ownership that curls her chewing mouth. (12) Morrison opens the novel with a feeling of envy, because she is depicting how consumerism and ownership evoke competition. Each character wants to be superior to the others. Rosemary views herself as better than the African American girls because bla... ... Bluest Eye (New York: Washington Press, 1970). Susan Willis, "I Shop Therefore I Am: Is There a Place for Afro-American Culture in Commodity Culture?" in Changing Our Own Words: Essays on Criticsm, Theory and Writing by Black Women, ed. Charyl A. Wall (New Brunswick: Rutgers University Press, 1989): 173-95. Elizabeth House, "Artist and the Art of Living: Order and Disorder in Toni Morrison's Fiction," Modern Fiction Studies 34(1998):27-44. Bessie W. Jones, "An Interiew with Toni Morrison," in The World of Toni Morrision, ed. Bessie Jones and Audrey Vinson (Dubuque, Iowa: Kendall Hunt, 1985). Robert Stepto, " `Intimate Things in a Place': A Conversation with Toni Morrison," in Chant of Saints: A Gathering of Afro-American Literature, Art, and Scholarship, ed. Michael S. Harper and Robert B. Stepto (Urbana: University of Illinois Press, 1979).   

Impact of British Colonization on Kenya

History Russell McGillivray Kenya The British colonization of Kenya destroyed the culture and economy of the native people, but it established a democratic government and left Kenya a more modernized country. [1] During the 1880’s through 1914, the start of WWI, was an age of imperialism. One place that felt victim to this imperialism was Africa. At this time Africa was a wholly unmodernized continent. The reason the Europeans went after Africa was the introduction of the idea of social Darwinism and the â€Å"white man’s burden†. Social Darwinism is the belief that only the strongest and the most cunning can make it to the top of the social ladder, and it was the White Man’s Burden to step in for these undeveloped countries and lead the Africans for them. So the European powers set out taking all of Africa piece by piece until the start of WWI. After this period there were only 4 African countries left independent, compared to a modern day 50 countries. [2] Britain was one of the most powerful countries at this time and took tons of land all over the world for trading and exports. 3] Kenya is a country founded on over 70 different cultural groups,[4]and each one has their own language and cultural traditions. When the British came into Kenya, they knew very little to none of the culture of the Native Kenyan people. [5] This of course led to numerous problems between the two peoples. One of the biggest problems created was how much land the British took. The Massai people lived in the rift valley, and w ere a nomadic tribe. When the British came in, they figured that the land that the Massai weren’t living in, wasn’t being used and took it for themselves. 6] Because of this, the Massai could no longer live their nomadic lifestyle and were forced to move to the cities, primarily Nairobi. [7] This overpopulated the city and led to mass homelessness and unemployment,[8] and therefore these people could no longer pay the British taxes. The British took advantage of this and employed these people to work on streets and railroads. [9] As the British took more land, more natives were forced to move to the city. So the British began to employ these people to work on their farms. Due to all these changes, the economic state of the country changed from one where everyone had a home and job in their own tribe and enjoyed fairly good standards of living, to one driven by foreign consumerism and trade. [10] These economic disruptions were not the only result of the settler’s lack of knowledge of the Kenyan People they had a profound Social effect as well. [11] When the British first came they were afraid of two things of the Kenyans. [12] Firstly they thought that the Kenyan people were savage and, without supervision and control, would resort to fighting over the slightest problem. 13] They also feared that the Kenyan people may unite against the British and repel them form the country. [14] To prevent either of those from happening, they established â€Å"Tribal Boundaries†. These boundaries separated each tribe into their own separate province or district, which was easier to manage and watch over. These boundaries had a more dramatic effect that the British could know. [15] Before the British came the economy was mostly agricultural, with a few tribes taking jobs as merchants allowing trade between the tribes. 16] With these Boundaries in place, no Kenyan was allowed to cross any border without accompaniment of a white man. [17] This prevented most, if not all, of the normal economy the native Kenyans had. Without the other tribes to trade with, the individual tribes had to become more self sufficient and focus more on having enough food to survive, than worrying about the British. [18] People that couldn’t get any land, or failed at farming had to work on British civil works project, and on their plantations and in their mines. Despite all the negative impacts that the British colonization had, there were undoubtedly some benefits Kenya gained. There are some obvious ones, such as improved transportation via streets and railroads, and established trade routes with other countries. Other than those though, there were some major contributions made that still effect the country today. One such contribution was the Lyttleton Multiracial Constitution,[19] which was imposed after the Mau Mau crisis, as a way to appease the kikuyu rebels. This constitution was the first step on the way to establishing a better relationship between the natives and the settlers. [20] This constitution, created by the British, established a council, made up of legislators elected by all the people of Kenya, which would make decisions on the future of the country. This was established because the numerous cultural groups of Kenya had trouble agreeing on decisions for the country, as each tribe wanted changes to better their own tribe. The British established this to help the native Kenyan people, instead of taking advantage of them. This went a long way toward bettering the relationship between the two peoples. 6 years later the Macleod Constitution was established. This created an African majority in the council that gave the Kenyan’s more power over the Settlers. It also gave each tribe a share of the power in the council, much like the state representatives we have in our congress; each tribe had a different share of the power based on size. The tribes with more people had more representatives in the council, and therefore more power. With these two constitutions, the Kenyan people were well on their way to becoming an independent nation. 21] Even after all the work the Europeans had done to try to establish an orderly government in Kenya, only 4 years after it was established a Tyrant took over and dominated the country up until we know it today. After Kenyatta died, Daniel Arap Moi took his place as president. At this time the constitution was weak and at its most basic level. Moi took advantage of t his as established himself as ruler for life of Kenya. [22] There were multiple attempts both at his life, and his positions as president, but none were ever successful. Only in 2002 did his reign end, with the election of Mwai Kabaki. Mwai improved the country a great deal in all areas of life. [23] He established trade routes with other countries, and welcomed foreign investment. By 2004 he had raised over $1 billion (American dollars). Unfortunately, the amount of money invested in Kenya has gone down as more countries begin to invest more into Uganda and Tanzania. [24] Today, Mwai Kabasi still rules as president of Kenya. 20† Mau Mau Uprising Creats Havoc in Kenya, October 20, 1952. † 2003 in History Resource Center, database on-line, Gale Group. Bibliography: †¢ â€Å"Kenya: Peoples and Cultures. †Ã‚  Encyclopedia of Africa South of the Sahara. 4 vols. Charles Scribner's Sons, 1997. Reproduced in History Resource Center. Farmington Hills, MI: Gale. http://galenet. galegroup. com/servlet/History/ †¢ â€Å"Kenya. †Ã‚  Worldmark Encyclopedia of the Nations. 12th ed. Detroit: Thomson Gale, 2007. Reproduced in History Resource Center. Farmington Hills, MI: Gale. http://galenet. galegroup. com/servlet/History/ †¢ â€Å"Mau Mau Uprising Creates Havoc in Kenya, October 20, 1952. †Ã‚  DISCovering World History. Online Edition. Gale, 2003. Reproduced in History Resource Center. Farmington Hills, MI: Gale. http://galenet. galegroup. com/servlet/History/ †¢ Page, E. Melvin. â€Å"Kenya (British East Africa Protectorate). † In Colonialism: an international, Social, Cultrual, and Political Encyclopedia, vol 1, 312-313. Santa Barbara, CA: ABC CLIO, 2003 †¢ Berman, Bruce. Control & Crisis in Colonial Kenya: The Dialectic of Dominion. London: Villes Publication, 1990 †¢ Elkis, Caroline. Imperial Reckoning: The Untold Story of Britain’s Gulag in Kenya. New York: Henry Holt and Company. 2005 ———————– 1] â€Å"Kenya: Peoples and Cultures. †Ã‚  Encyclopedia of Africa South of the Sahara, 1997 in History Resource Center, database on-line, Gale Group. [2] Mau Mau Uprising Creats Havoc in Kenya, October 20, 1952. † 2003 in History Resource Center, database on-line, Gale Group. [3] Ibid [4] â€Å"Kenya: Peoples and Cultures. †Ã‚   Encyclopedia of Africa South of the Sahara, 1997 in History Resource Center, database on-line, Gale Group. [5] â€Å"Kenya: Peoples and Cultures. †Ã‚  Encyclopedia of Africa South of the Sahara, 1997 in History Resource Center, database on-line, Gale Group. [6]Ibid 7]Ibid [8] â€Å"Kenya. † Worldmark Encyclopedia of the Nations. 2007 in History Resource Center, database on-line, Gale Group. [9] Mau Mau Uprising Creats Havoc in Kenya, October 20, 1952. † 2003 in History Resource Center, database on-line, Gale Group. [10] Ibid [11] â€Å"Kenya: Peoples and Cultures. †Ã‚  Encyclopedia of Africa South of the Sahara, 1997 in History Resource Center, database on-line, Gale Group. [12]â€Å" Kenya: Peoples and Cultures. †Ã‚  Encyclopedia of Africa South of the Sahara, 1997 in History Resource Center, database on-line, Gale Group. [13] Ibid [14] â€Å"Kenya. Worldmark Encyclopedia of the Nations. 2007 in History Resource Center, database on-line, Gale Grou p. [15]â€Å" Kenya: Peoples and Cultures. †Ã‚  Encyclopedia of Africa South of the Sahara, 1997 in History Resource Center, database on-line, Gale Group. [16] Mau Mau Uprising Creats Havoc in Kenya, October 20, 1952. † 2003 in History Resource Center, database on-line, Gale Group. [17] â€Å"Kenya: Peoples and Cultures. †Ã‚  Encyclopedia of Africa South of the Sahara, 1997 in History Resource Center, database on-line, Gale Group. [18]â€Å" Kenya. † Worldmark Encyclopedia of the Nations. 007 in History Resource Center, database on-line, Gale Group. [19] Mau Mau Uprising Creats Havoc in Kenya, October 20, 1952. † 2003 in History Resource Center, database on-line, Gale Group. [20] [21] â€Å"Kenya. † Worldmark Encyclopedia of the Nations. 2007 in History Resource Center, database on-line, Gale Group. [22] â€Å"Kenya: Peoples and Cultures. †Ã‚  Encyclopedia of Africa South of the Sahara, 1997 in History Resource Center, database on-line, Gale Group. [23] â€Å"Kenya. † Worldmark Encyclopedia of the Nations. 2007 in History Resource Center, database on-line, Gale Group. [24] Ibid

Spinal Cord Injuries And Treatments Health And Social Care Essay

IntroductionMusculoskeletal system is an organ system that includes bone and gristle, musculuss, sinews, ligaments and articulations. Low back spinal column hurts can be breaks which affect the bone, herniation which affect the disc, sprain which affects ligaments or musculuss. ( Truumees, 2007 ) . Common hurts of the spinal column are associated with falls from a tallness and motor vehicle accidents. When a force is exerted to the lumbar spinal column and exceeds the stableness and strength of the spinal column it consequences in a break. ( Nadalo, 2007 ) . In injury this can ensue in encroachment of the nervousnesss and can do cauda equina syndrome. Cauda equina syndrome involves failing in the legs, vesica palsy and intestine. ( Larson & A ; Maiman, 1999 ) . Harmonizing to Truumees 2007, there is a scope of breaks that are linked with the spinal column. These scope from compaction breaks, where the bone collapses to when pieces of bone explode into the tissue known as explosion breaks. Fracture disruptions are the worst as the castanetss interruption and skid off from each other, ligaments are torn as good. Normally these state of affairss require surgery. Primary imagination protocol for look intoing spinal pathology comprises conventional skiagraphy, CT, and MRI. ( Kim, 2009 ) .Anatomy part:The spinal cord extends from the hiatuss magnum to L1-L2 phonograph record infinite. It is uninterrupted with the myelin oblongata and terminates in the conus medullaris. Below this degree the nerve roots running inferiorly are jointly called the cauda equina. The cauda equina tallies within the spinal canal, which is bordered interiorly by the vertebral organic structures and posterior by the dorsal bony arch, ( Vaccaro, 2003 ) . The membranous beds covering the spinal cord are referred to as the meninxs. The meninxs consist of three beds ; the Dura, arachnoid and Indian arrowroot mater. The Dura is attached interiorly to the posterior longitudinal ligament. The Indian arrowroot mater is composed of a superficial bed epi-pia and a deep bed pia-glia, ( Clark & A ; Letts, 2001 ) . The first alterations evident in spinal cord anatomy following traumatic hurt are punctate bleedings in the grey and white affair. The motion of the lumbar spinal column is mostly confined to flexure and extension with a minor grade of rotary motion. The part between the superior articular procedure and the lamina is the pars interaticularis, ( Nadalo, 2007 ) .PathophysiologyAs indicated above the breaks of the lumbar spinal column occur any clip the combined forces of compaction, distraction, and rotary motion exceed the strength of the spinal column. The prevailing force determines the nature of the break disruption. It is common that axial rotary motion occurs in the upper lumbar part. With great rotational forces, subluxation and a combined break occur and this consequences with the hurt to the conus medullaris. Compaction of the conus medullaris and nervus roots consequences in failing and hurting, ( Clark & A ; Letts, 2001 ) . Any hurt that involves the spinal cord is serious. If the conus medullaris is injured patients will hold jobs with the intestine, vesica and sexual map. A group of single nervousnesss called cauda equina are found below the conus medullaris. Pressure on these nervousnesss can do long term leg failing, intestine and vesica jobs therefore is treated as an exigency, ( Truumees, 2007 ) . Spinal intervertebral phonograph record distribute the forces that travel through the whole spinal column. They lie between two next vertebral organic structures and act as daze absorbers. Disc herniation or ecstasies occur when the inner nucleus pulposus ruptures through the diminished ring ( outer beds ) of the phonograph record. Disc herniation in the lower dorsum can be due to trauma. Symptoms include lower back hurting, leg hurting, numbness or weakening and prickling of one or both legs. In serious instances nervousnesss to the intestine and vesica can be compressed taking to incontinence, ( Knaub, 2007 ) . Compaction from big cardinal lumbar phonograph record herniation at L4/5 and L5/S1 degree is a common cause of cauda equina. Thickening of the ligamentum flavum and degenerative alterations as a consequence of spinal stricture is another cause of cauda equina. Spinal hurt with breaks or subluxation is another less common cause. Compaction can besides be caused by spinal tumor of metastatic lesions, ( Lavy, James, Wilson-MacDonald & A ; Fairbank, 2009 ) . The symptoms are less prognostic although they are associated with the damage of the vesica, intestine and sexual map and to some extend perianal ( saddle numbness ) . Cauda equina consequences from disfunction of many sacral and lumbar nervus roots. It is besides believed to be caused by interverbral phonograph record herniation. Loss of perianal sensory and sphincter perturbation and this could be with or without urinary keeping. Complete cauda equina has established urinary keeping or flood and uncomplete cauda equina there is decreased urinary esthesis, ( Lavy, James, Wilson-MacDonald & A ; Fairbank, 2009 ) . With disc herniation, if the degenerative procedure advancements, little circumferential crevices develop in the fibrosus, which subsequently coalesce to organize radial, tear. Differentiation between focal bulge of disc stuff and a circumferential expansion is of import, as the former is typically treated surgically, whereas the later can be treated cautiously. Disc herniat ion refers to a focal, uncomplete extension of the contents of the nucleus pulposus through an uncomplete tear of the annulus fibrosus, ( Lee, 2006 ) .Brief lineation of Imaging techniques/protocolsImagination ProbeImagination of the spinal column can be performed by conventional skiagraphy ( CR ) , ultrasound ( US ) , computerised imaging ( CT ) , digital minus angiography ( DSA ) or magnetic resonance imagination ( MRI ) . With conventional skiagraphy, anteroposterior ( AP ) , sidelong and oblique projections of the vertebral column should be obtained. CR provide valuable information sing bony constructions of the spinal column, facet articulations, phonograph record infinites, and foramina while limited information sing the paraspinal soft tissues can be obtained. The spinal cord is good seen with US in the first few months of life, ( Browner, 2003 ) . Multislice CT demonstrates the vertebral column, vascular constructions and disc really good together with better visual image of the spinal cord and paraspinal soft tissues while conventional CT demonstrates the vertebral organic structure and posterior elements really good with merely limited visual image of the soft tissue and spinal cord. DSA is still the gilded criterion for imaging and interventional processs of spinal vascular constructions. DSA is clip devouring, invasive technique that has the disadvantages of high degrees of radiation. MRI imagination has become the mode of pick for imagination of the spinal cord, thecal pouch, nervus roots, extradural infinite, vascular constructions, nervous hiatus, vertebral organic structure, intervertebral phonograph record, facet articulations, spinal ligaments and paraspinal soft tissue, ( Goethem, Hauwe & A ; Parizel, 2007 ) . Injury patients with hurting in the lumbar sacral part necessitate sidelong and AP radiologic positions. If these surveies are negative but clinical symptoms are impressive, farther imagination by CT is indicated. CT is helpful in characterizing complex hurts such as break disruptions and in separating burst breaks from anterior compaction breaks. Acute oncoming of radicular symptoms after acute injury may justify CTM or MRI to except acute intervertebral phonograph record herniation, ( Browner, 2003 ) .Diagnostic value including image visual aspectsPLAIN FILM RAD OF THE LUMBAR SPINE:Radiographic rating starts with the AP and sidelong radiogram. When clinically inappropriate a horizontal beam with the patient recumbent is taken alternatively of the sidelong place. Initial rating of the overall alliance of the thoracolumbar junction and lumbar spinal column is clearly assessed with a sidelong skiagraphy taken in the supine place. Many breaks demonstrate non merely a comminution of the vertebral organic structure but besides a local country of humpback. Oblique projections should be obtained merely when the AP and sidelong radiogram are inconsistent with the clinical rating. The patient ‘s status must besides let the rotary motion into the oblique place. The oblique projections provide first-class visual image of the pars interaticularis and the aspect articulations, ( Browner, 2003 ) . When viewed in an oblique projection, the lineation of the aspects and the pars interaticularis appear like the cervix of a Scottie Canis familiaris, ( Nadalo, 2007 ) . Soft tissue swelling may bespeak a break even if the break is non straight visualized. Structures that are best seen on the oblique positions include the cross procedure and pedicel on the dependent side and the pars interaticularis. Plain X beam is advantageous as it is readily available and cheap. It besides provide a rapid appraisal of a specific spinal part and depending on the patient ability, weight bearing and dynamic positions possibly obtained. Conventional skiagraphy is utile in corroborating normal osteal constructions, vertebral alliance and structural unity of the spinal column, ( Devlin, 2003 ) . On the contrary field x beam has low sensitiveness and specificity in placing diagnostic spinal pathology. It can non visualize nervous constructions and other soft tissue lesions ( disc herniation ) . It is limited in the diagnosing of early phase tumor or infection because important bone devastation must happen before a radiographic abnormalcy is noticeable, ( Devlin, 2003 ) .CT OF THE SPINECT allows images to be obtained in any plane to show the pathology in inquiry. Multi-planar computed imaging is CT with routinely obtained sagittal and coronal reformatted images. Multi-planar CT including three dimensional CT is presently the imagination technique of pick for spinal hurt. The value of CT is in the axial image, which demonstrates the nervous canal and the relationship of the break fragments to the canal. Axial information obtained in the supine patient are converted electronically into images displayed in the sagittal and coronal planes, without necessitating motion of the patie nt. ( Browner, 2003 ) Thin-section axial CT scanning with a bone algorithm is the individual most sensitive agencies by which to name breaks of the lumbar spinal column. Everyday coiling CT scans of the lumbar spinal column are valuable because multi-section CT scanners can bring forth high-resolution spinal images, even during a primary multi-systemic rating for injury. Good-quality CT images can be used to place more lumbar spinal column hurts than conventional radiographic surveies, ( Oskouian, & A ; Johnson, 2002 ) . CT is known to be the best for bone anatomy appraisal and the usage of multiple transverse sectional images which can be reconstructed to supply images in extraneous planes is an added advantage. It is the chief replacement when MRI is contraindicated, ( Devlin, 2003 ) . The disadvantages of CT follow the exposure to ionising radiation. It provides hapless word picture of nervous elements and next constructions. Ligaments, phonograph record, dural pouch, and nervus roots appear as different sunglassess of grey. Significant pathology can be missed. Sagittal images are non routinely reconstructed at many establishments, ( Devlin, 2003 ) .MRI OF SPECIFIC ACUTE SPINE INJURY:MRI is alone in its ability to observe acute hurt to the spinal cord. Fat appears bright on T1 images and less bright on T2 images. T1 images are good for measuring constructions that contain fat, bleeding or proteinaceous fluid as they demonstrate high signal. T2 images are leaden towards H2O. Water appears bright on T2 images and dark on T1 images. T2 images are most utile in contrasting normal and unnatural anatomy, ( Devlin, 2003 ) . Atlas 2008, suggest that cord odema appears isointense in relation to the normal spinal cord on T1-weighted spin reverberation images but becomes brighter than normal spinal cord on T2-weighted image sequences. MRI signals have the ability to place the histopathology of acute spinal cord hurt. MRI depicts normal ligaments as parts of low signal strength because of deficiency of nomadic H. Break of the ligament is seen on MRI scans as an disconnected break of the low signal, ligament fading or stretching of ligament, association of a lacerate ligament with an attached avulsed bone fragment, ( Browner, 2003 ) . The focal point is normally on spinal constructions when construing spinal column MRI scrutinies and merely the everyday sagittal and axial images are used. Coronal lookout images are acquired for localization of function intent before each everyday lumbar spinal column MRI scrutiny. This everyday normally includes the hip articulations and proximal thighbones, ( Lavelle & A ; Bell, 2007 ) . Acute intervertebral phonograph record herniation may attach to breaks or disruptions or may happen as an stray lesion. If the phonograph record impinges on the spinal cord or roots, a neurologic hurt may ensue. MRI presentation of a single-level acute intervertebral phonograph record herniation is important in surgical direction in spinal injury to optimize neurologic recovery, ( Browner, 2003 ) . Lumbar spinal column MRI can show many vertebral breaks and most abnormalcies of alliance. MRI is superior to CT in the designation of indirect marks of a break such as pre-cervical hydrops or bleeding, extradural hemorrhage, and sprains of the paraspinal and intra-spinal ligaments. Associated hurts to intracranial constructions are evaluated better by utilizing MRIs than by utilizing CT images, ( Jarvik, Bowen & A ; Ross, 2001 ) . MRI avoids ionising radiation and provides imaging in extraneous planes which makes it advantageous over other modes. It can be used to visualize an full spinal part and avoids missed pathology at passage zones between next spinal parts. It besides provides keen soft tissue item and first-class visual image of intrathecal nervous elements. MRI is sensitive to marrow abnormalcies, ( Atlas, 2008 ) . Contrary MRI does non specify osteal anatomy every bit good as CT. Implanted devices are contraindications to MRI and claustrophobic patients may hold trouble because of the little diameter of the imagination machine, ( Devlin, 2003 ) .Contribution to direction and intervention of the disease ( including consideration of patient issues and the wider context of healthcare proviso )Treatment and Management:The chief intervention for unstable lumbar spinal column breaks is surgical arrested development with spinal canal decompression as needed. A posterior attack involves pedicular arrested development in which 2 sections are fused. The process consequences in both fracture decrease and arrested development. The injured vertebra is grafted through the pedicel. Clearance of bone fragments from within the spinal canal is an of import end for most surgical attacks to lumbar spine breaks. Patients with complete paraplegia can be expected to stay unchanged. As for cauda equina syndrome surgical decompression is recommended after verification by MRI imagination of reversible cause of force per unit area. ( Lavy, James, Wilson-MacDonald & A ; Fairbank, 2009 ) .Research/Developments within diagnostic imagination ( lending to the above )New MR imaging techniques such as diffusion ( DWI ) , perfusion ( PWI ) , functional imagination ( FMRI ) and magnetic resonance spectrometry ( MRS ) provide more specific, elaborate and physiological information about the spinal column and spinal cord and besides enable quantitative rating. Contrast enhanced ( high dosage ) spinal MRA is a really promising technique, peculiarly for testing scrutinies of the spinal venas and arterias. ( Goethem, Hauwe & A ; Parizel, 2007 ) . The betterments in CT engineering, introduced with coiling CT and the newer multi-detector array systems create the potency for CT to supply showing of the thoracic and lumbar spinal column as portion of a everyday thoracic pit and abdominal-pelvic CT survey in a multiple injury patient. Single-slice or coiling CT used in concurrence with lookout AP and sidelong radiogram may finally supply more accurate designation of lumbosacral hurts than is achieved with conventional skiagraphy, ( Browner, 2003 ) . The development of the multi-slice CT engineering with 0.5 2nd gauntry rotary motion allows up to eight axial images to be acquired per second is expected to spread out to more images per second in the close hereafter. Addition of more sensor arrays is anticipated to take to farther additions in the velocity of image acquisition and betterments in image quality, ( Browner, 2003 ) . Bone scan utilizing RNI and extra trials will include Bone densitometry. Dual energy x-ray absorptiometry ( DEXA ) is used to measure bone mass Truumees, E. ( 2007 ) . Understanding lumbar spinal column injury. United States: Stryker Devlin, V. J. , 2003. Spine secrets. Elsevier Health Sciences Nadalo, L. A. , 2007. Lumbar spinal column, injury. Texas, USA: American College of Radiology. Larson, S. J. and Maiman, D. ( 1999 ) . Surgery of the lumbar spinal column. New York: Thieme Vaccaro, A. R. ( 2003 ) . Fractures of the cervical, thoracic, and lumbar spinal column. United Kingdom: Informa Health Care Knaub, M. A. ( 2007 ) . Understanding lumbar phonograph record herniation. United States: Stryker Kim, H. S. , ( 2009 ) . Critical hip upsets show up on spinal imagination surveies: Lookout images illuminate excess spinal lesions, guide scrutiny and assist forestall misdiagnosis of back hurting. The diary of musculoskeletal medical specialty ( UBM Medica ) : Diagnostic Imaging Asia Pacific. Vol. No. July 1, 2009. Lavelle, W. F. and Bell, G. R. Musculoskeletal conditions that may mime spinal pathology, a diagnostic quandary. SpineLine 2007 ; 8 ( 6 ) :14-20 BMJ 11/04/2009 volume 338 Lavy, C. , James, A. , Wilson-MacDonald, J. and Fairbank, J. 2009. Cauda equina syndrome. Goethem, J. W. M. , Hauwe, L. and Parizel, P. , ( 2007 ) . Spinal imagination: Diagnostic imagination of the spinal column and spinal cord. Germany: Springer Berlin Heidelberg. Browner, B. D. , ( 2003 ) skeletal injury: basic scientific discipline, direction, and Reconstruction. USA: Elsevier Health Sciences Lee, J. K. T. , ( 2006 ) . Computed organic structure imaging with MRI correlativity. Philadelphia, USA: Lippincott Williams & A ; Wilkins Clark, P. and Letts, M.A Trauma to the thoracic and lumbar spinal column in the adolescent.A Can J Surg.A OctA 2001 ; 44 ( 5 ) :337-45.A [ Medline ] . Atlas, S. W. , 2008. Magnetic resonance imagination of the encephalon and spinal column. Lippincott Williams & A ; Wilkins. Oskouian, R. J. and Johnson, J.P.A Vascular complications in anterior thoracolumbar spinal reconstruction.A J Neurosurg.A JanA 2002 ; 96 ( 1 Suppl ) :1-5.A [ Medline ] . Jarvik, J.G. , Bowen, B. and Ross, J. , 2001. Practice guideline for the public presentation of magnetic resonance imagination ( MRI ) of the grownup spinal column. ACR pattern guidelines and proficient criterions 2001. Spinal Cord Injuries And Treatments Health And Social Care Essay IntroductionMusculoskeletal system is an organ system that includes bone and gristle, musculuss, sinews, ligaments and articulations. Low back spinal column hurts can be breaks which affect the bone, herniation which affect the disc, sprain which affects ligaments or musculuss. ( Truumees, 2007 ) . Common hurts of the spinal column are associated with falls from a tallness and motor vehicle accidents. When a force is exerted to the lumbar spinal column and exceeds the stableness and strength of the spinal column it consequences in a break. ( Nadalo, 2007 ) . In injury this can ensue in encroachment of the nervousnesss and can do cauda equina syndrome. Cauda equina syndrome involves failing in the legs, vesica palsy and intestine. ( Larson & A ; Maiman, 1999 ) . Harmonizing to Truumees 2007, there is a scope of breaks that are linked with the spinal column. These scope from compaction breaks, where the bone collapses to when pieces of bone explode into the tissue known as explosion breaks. Fracture disruptions are the worst as the castanetss interruption and skid off from each other, ligaments are torn as good. Normally these state of affairss require surgery. Primary imagination protocol for look intoing spinal pathology comprises conventional skiagraphy, CT, and MRI. ( Kim, 2009 ) .Anatomy part:The spinal cord extends from the hiatuss magnum to L1-L2 phonograph record infinite. It is uninterrupted with the myelin oblongata and terminates in the conus medullaris. Below this degree the nerve roots running inferiorly are jointly called the cauda equina. The cauda equina tallies within the spinal canal, which is bordered interiorly by the vertebral organic structures and posterior by the dorsal bony arch, ( Vaccaro, 2003 ) . The membranous beds covering the spinal cord are referred to as the meninxs. The meninxs consist of three beds ; the Dura, arachnoid and Indian arrowroot mater. The Dura is attached interiorly to the posterior longitudinal ligament. The Indian arrowroot mater is composed of a superficial bed epi-pia and a deep bed pia-glia, ( Clark & A ; Letts, 2001 ) . The first alterations evident in spinal cord anatomy following traumatic hurt are punctate bleedings in the grey and white affair. The motion of the lumbar spinal column is mostly confined to flexure and extension with a minor grade of rotary motion. The part between the superior articular procedure and the lamina is the pars interaticularis, ( Nadalo, 2007 ) .PathophysiologyAs indicated above the breaks of the lumbar spinal column occur any clip the combined forces of compaction, distraction, and rotary motion exceed the strength of the spinal column. The prevailing force determines the nature of the break disruption. It is common that axial rotary motion occurs in the upper lumbar part. With great rotational forces, subluxation and a combined break occur and this consequences with the hurt to the conus medullaris. Compaction of the conus medullaris and nervus roots consequences in failing and hurting, ( Clark & A ; Letts, 2001 ) . Any hurt that involves the spinal cord is serious. If the conus medullaris is injured patients will hold jobs with the intestine, vesica and sexual map. A group of single nervousnesss called cauda equina are found below the conus medullaris. Pressure on these nervousnesss can do long term leg failing, intestine and vesica jobs therefore is treated as an exigency, ( Truumees, 2007 ) . Spinal intervertebral phonograph record distribute the forces that travel through the whole spinal column. They lie between two next vertebral organic structures and act as daze absorbers. Disc herniation or ecstasies occur when the inner nucleus pulposus ruptures through the diminished ring ( outer beds ) of the phonograph record. Disc herniation in the lower dorsum can be due to trauma. Symptoms include lower back hurting, leg hurting, numbness or weakening and prickling of one or both legs. In serious instances nervousnesss to the intestine and vesica can be compressed taking to incontinence, ( Knaub, 2007 ) . Compaction from big cardinal lumbar phonograph record herniation at L4/5 and L5/S1 degree is a common cause of cauda equina. Thickening of the ligamentum flavum and degenerative alterations as a consequence of spinal stricture is another cause of cauda equina. Spinal hurt with breaks or subluxation is another less common cause. Compaction can besides be caused by spinal tumor of metastatic lesions, ( Lavy, James, Wilson-MacDonald & A ; Fairbank, 2009 ) . The symptoms are less prognostic although they are associated with the damage of the vesica, intestine and sexual map and to some extend perianal ( saddle numbness ) . Cauda equina consequences from disfunction of many sacral and lumbar nervus roots. It is besides believed to be caused by interverbral phonograph record herniation. Loss of perianal sensory and sphincter perturbation and this could be with or without urinary keeping. Complete cauda equina has established urinary keeping or flood and uncomplete cauda equina there is decreased urinary esthesis, ( Lavy, James, Wilson-MacDonald & A ; Fairbank, 2009 ) . With disc herniation, if the degenerative procedure advancements, little circumferential crevices develop in the fibrosus, which subsequently coalesce to organize radial, tear. Differentiation between focal bulge of disc stuff and a circumferential expansion is of import, as the former is typically treated surgically, whereas the later can be treated cautiously. Disc herniat ion refers to a focal, uncomplete extension of the contents of the nucleus pulposus through an uncomplete tear of the annulus fibrosus, ( Lee, 2006 ) .Brief lineation of Imaging techniques/protocolsImagination ProbeImagination of the spinal column can be performed by conventional skiagraphy ( CR ) , ultrasound ( US ) , computerised imaging ( CT ) , digital minus angiography ( DSA ) or magnetic resonance imagination ( MRI ) . With conventional skiagraphy, anteroposterior ( AP ) , sidelong and oblique projections of the vertebral column should be obtained. CR provide valuable information sing bony constructions of the spinal column, facet articulations, phonograph record infinites, and foramina while limited information sing the paraspinal soft tissues can be obtained. The spinal cord is good seen with US in the first few months of life, ( Browner, 2003 ) . Multislice CT demonstrates the vertebral column, vascular constructions and disc really good together with better visual image of the spinal cord and paraspinal soft tissues while conventional CT demonstrates the vertebral organic structure and posterior elements really good with merely limited visual image of the soft tissue and spinal cord. DSA is still the gilded criterion for imaging and interventional processs of spinal vascular constructions. DSA is clip devouring, invasive technique that has the disadvantages of high degrees of radiation. MRI imagination has become the mode of pick for imagination of the spinal cord, thecal pouch, nervus roots, extradural infinite, vascular constructions, nervous hiatus, vertebral organic structure, intervertebral phonograph record, facet articulations, spinal ligaments and paraspinal soft tissue, ( Goethem, Hauwe & A ; Parizel, 2007 ) . Injury patients with hurting in the lumbar sacral part necessitate sidelong and AP radiologic positions. If these surveies are negative but clinical symptoms are impressive, farther imagination by CT is indicated. CT is helpful in characterizing complex hurts such as break disruptions and in separating burst breaks from anterior compaction breaks. Acute oncoming of radicular symptoms after acute injury may justify CTM or MRI to except acute intervertebral phonograph record herniation, ( Browner, 2003 ) .Diagnostic value including image visual aspectsPLAIN FILM RAD OF THE LUMBAR SPINE:Radiographic rating starts with the AP and sidelong radiogram. When clinically inappropriate a horizontal beam with the patient recumbent is taken alternatively of the sidelong place. Initial rating of the overall alliance of the thoracolumbar junction and lumbar spinal column is clearly assessed with a sidelong skiagraphy taken in the supine place. Many breaks demonstrate non merely a comminution of the vertebral organic structure but besides a local country of humpback. Oblique projections should be obtained merely when the AP and sidelong radiogram are inconsistent with the clinical rating. The patient ‘s status must besides let the rotary motion into the oblique place. The oblique projections provide first-class visual image of the pars interaticularis and the aspect articulations, ( Browner, 2003 ) . When viewed in an oblique projection, the lineation of the aspects and the pars interaticularis appear like the cervix of a Scottie Canis familiaris, ( Nadalo, 2007 ) . Soft tissue swelling may bespeak a break even if the break is non straight visualized. Structures that are best seen on the oblique positions include the cross procedure and pedicel on the dependent side and the pars interaticularis. Plain X beam is advantageous as it is readily available and cheap. It besides provide a rapid appraisal of a specific spinal part and depending on the patient ability, weight bearing and dynamic positions possibly obtained. Conventional skiagraphy is utile in corroborating normal osteal constructions, vertebral alliance and structural unity of the spinal column, ( Devlin, 2003 ) . On the contrary field x beam has low sensitiveness and specificity in placing diagnostic spinal pathology. It can non visualize nervous constructions and other soft tissue lesions ( disc herniation ) . It is limited in the diagnosing of early phase tumor or infection because important bone devastation must happen before a radiographic abnormalcy is noticeable, ( Devlin, 2003 ) .CT OF THE SPINECT allows images to be obtained in any plane to show the pathology in inquiry. Multi-planar computed imaging is CT with routinely obtained sagittal and coronal reformatted images. Multi-planar CT including three dimensional CT is presently the imagination technique of pick for spinal hurt. The value of CT is in the axial image, which demonstrates the nervous canal and the relationship of the break fragments to the canal. Axial information obtained in the supine patient are converted electronically into images displayed in the sagittal and coronal planes, without necessitating motion of the patie nt. ( Browner, 2003 ) Thin-section axial CT scanning with a bone algorithm is the individual most sensitive agencies by which to name breaks of the lumbar spinal column. Everyday coiling CT scans of the lumbar spinal column are valuable because multi-section CT scanners can bring forth high-resolution spinal images, even during a primary multi-systemic rating for injury. Good-quality CT images can be used to place more lumbar spinal column hurts than conventional radiographic surveies, ( Oskouian, & A ; Johnson, 2002 ) . CT is known to be the best for bone anatomy appraisal and the usage of multiple transverse sectional images which can be reconstructed to supply images in extraneous planes is an added advantage. It is the chief replacement when MRI is contraindicated, ( Devlin, 2003 ) . The disadvantages of CT follow the exposure to ionising radiation. It provides hapless word picture of nervous elements and next constructions. Ligaments, phonograph record, dural pouch, and nervus roots appear as different sunglassess of grey. Significant pathology can be missed. Sagittal images are non routinely reconstructed at many establishments, ( Devlin, 2003 ) .MRI OF SPECIFIC ACUTE SPINE INJURY:MRI is alone in its ability to observe acute hurt to the spinal cord. Fat appears bright on T1 images and less bright on T2 images. T1 images are good for measuring constructions that contain fat, bleeding or proteinaceous fluid as they demonstrate high signal. T2 images are leaden towards H2O. Water appears bright on T2 images and dark on T1 images. T2 images are most utile in contrasting normal and unnatural anatomy, ( Devlin, 2003 ) . Atlas 2008, suggest that cord odema appears isointense in relation to the normal spinal cord on T1-weighted spin reverberation images but becomes brighter than normal spinal cord on T2-weighted image sequences. MRI signals have the ability to place the histopathology of acute spinal cord hurt. MRI depicts normal ligaments as parts of low signal strength because of deficiency of nomadic H. Break of the ligament is seen on MRI scans as an disconnected break of the low signal, ligament fading or stretching of ligament, association of a lacerate ligament with an attached avulsed bone fragment, ( Browner, 2003 ) . The focal point is normally on spinal constructions when construing spinal column MRI scrutinies and merely the everyday sagittal and axial images are used. Coronal lookout images are acquired for localization of function intent before each everyday lumbar spinal column MRI scrutiny. This everyday normally includes the hip articulations and proximal thighbones, ( Lavelle & A ; Bell, 2007 ) . Acute intervertebral phonograph record herniation may attach to breaks or disruptions or may happen as an stray lesion. If the phonograph record impinges on the spinal cord or roots, a neurologic hurt may ensue. MRI presentation of a single-level acute intervertebral phonograph record herniation is important in surgical direction in spinal injury to optimize neurologic recovery, ( Browner, 2003 ) . Lumbar spinal column MRI can show many vertebral breaks and most abnormalcies of alliance. MRI is superior to CT in the designation of indirect marks of a break such as pre-cervical hydrops or bleeding, extradural hemorrhage, and sprains of the paraspinal and intra-spinal ligaments. Associated hurts to intracranial constructions are evaluated better by utilizing MRIs than by utilizing CT images, ( Jarvik, Bowen & A ; Ross, 2001 ) . MRI avoids ionising radiation and provides imaging in extraneous planes which makes it advantageous over other modes. It can be used to visualize an full spinal part and avoids missed pathology at passage zones between next spinal parts. It besides provides keen soft tissue item and first-class visual image of intrathecal nervous elements. MRI is sensitive to marrow abnormalcies, ( Atlas, 2008 ) . Contrary MRI does non specify osteal anatomy every bit good as CT. Implanted devices are contraindications to MRI and claustrophobic patients may hold trouble because of the little diameter of the imagination machine, ( Devlin, 2003 ) .Contribution to direction and intervention of the disease ( including consideration of patient issues and the wider context of healthcare proviso )Treatment and Management:The chief intervention for unstable lumbar spinal column breaks is surgical arrested development with spinal canal decompression as needed. A posterior attack involves pedicular arrested development in which 2 sections are fused. The process consequences in both fracture decrease and arrested development. The injured vertebra is grafted through the pedicel. Clearance of bone fragments from within the spinal canal is an of import end for most surgical attacks to lumbar spine breaks. Patients with complete paraplegia can be expected to stay unchanged. As for cauda equina syndrome surgical decompression is recommended after verification by MRI imagination of reversible cause of force per unit area. ( Lavy, James, Wilson-MacDonald & A ; Fairbank, 2009 ) .Research/Developments within diagnostic imagination ( lending to the above )New MR imaging techniques such as diffusion ( DWI ) , perfusion ( PWI ) , functional imagination ( FMRI ) and magnetic resonance spectrometry ( MRS ) provide more specific, elaborate and physiological information about the spinal column and spinal cord and besides enable quantitative rating. Contrast enhanced ( high dosage ) spinal MRA is a really promising technique, peculiarly for testing scrutinies of the spinal venas and arterias. ( Goethem, Hauwe & A ; Parizel, 2007 ) . The betterments in CT engineering, introduced with coiling CT and the newer multi-detector array systems create the potency for CT to supply showing of the thoracic and lumbar spinal column as portion of a everyday thoracic pit and abdominal-pelvic CT survey in a multiple injury patient. Single-slice or coiling CT used in concurrence with lookout AP and sidelong radiogram may finally supply more accurate designation of lumbosacral hurts than is achieved with conventional skiagraphy, ( Browner, 2003 ) . The development of the multi-slice CT engineering with 0.5 2nd gauntry rotary motion allows up to eight axial images to be acquired per second is expected to spread out to more images per second in the close hereafter. Addition of more sensor arrays is anticipated to take to farther additions in the velocity of image acquisition and betterments in image quality, ( Browner, 2003 ) . Bone scan utilizing RNI and extra trials will include Bone densitometry. Dual energy x-ray absorptiometry ( DEXA ) is used to measure bone mass Truumees, E. ( 2007 ) . Understanding lumbar spinal column injury. United States: Stryker Devlin, V. J. , 2003. Spine secrets. Elsevier Health Sciences Nadalo, L. A. , 2007. Lumbar spinal column, injury. Texas, USA: American College of Radiology. Larson, S. J. and Maiman, D. ( 1999 ) . Surgery of the lumbar spinal column. New York: Thieme Vaccaro, A. R. ( 2003 ) . Fractures of the cervical, thoracic, and lumbar spinal column. United Kingdom: Informa Health Care Knaub, M. A. ( 2007 ) . Understanding lumbar phonograph record herniation. United States: Stryker Kim, H. S. , ( 2009 ) . Critical hip upsets show up on spinal imagination surveies: Lookout images illuminate excess spinal lesions, guide scrutiny and assist forestall misdiagnosis of back hurting. The diary of musculoskeletal medical specialty ( UBM Medica ) : Diagnostic Imaging Asia Pacific. Vol. No. July 1, 2009. Lavelle, W. F. and Bell, G. R. Musculoskeletal conditions that may mime spinal pathology, a diagnostic quandary. SpineLine 2007 ; 8 ( 6 ) :14-20 BMJ 11/04/2009 volume 338 Lavy, C. , James, A. , Wilson-MacDonald, J. and Fairbank, J. 2009. Cauda equina syndrome. Goethem, J. W. M. , Hauwe, L. and Parizel, P. , ( 2007 ) . Spinal imagination: Diagnostic imagination of the spinal column and spinal cord. Germany: Springer Berlin Heidelberg. Browner, B. D. , ( 2003 ) skeletal injury: basic scientific discipline, direction, and Reconstruction. USA: Elsevier Health Sciences Lee, J. K. T. , ( 2006 ) . Computed organic structure imaging with MRI correlativity. Philadelphia, USA: Lippincott Williams & A ; Wilkins Clark, P. and Letts, M.A Trauma to the thoracic and lumbar spinal column in the adolescent.A Can J Surg.A OctA 2001 ; 44 ( 5 ) :337-45.A [ Medline ] . Atlas, S. W. , 2008. Magnetic resonance imagination of the encephalon and spinal column. Lippincott Williams & A ; Wilkins. Oskouian, R. J. and Johnson, J.P.A Vascular complications in anterior thoracolumbar spinal reconstruction.A J Neurosurg.A JanA 2002 ; 96 ( 1 Suppl ) :1-5.A [ Medline ] . Jarvik, J.G. , Bowen, B. and Ross, J. , 2001. Practice guideline for the public presentation of magnetic resonance imagination ( MRI ) of the grownup spinal column. ACR pattern guidelines and proficient criterions 2001.