Saving Private Ryan Essay Example for Free

Sparing Private Ryan Essay The bright movie, coordinated by Steven Spielberg, 'Sparing Private Ryan is as I would like to think the most sensible film to ever depict the D-Day arrivals. Numerous pundits have even said it to be clear to such an extent that the main component missing is the smell. In the Films first fight scene, enduring twenty-five minutes altogether, it carries all reality into the living bad dream that took spot such a long time prior. Brought once more into life by Spielberg, I will show how he makes fervor and strain in the most practical of ways. I will examine how he depicts the characters, his utilization of sound and finally, his utilization of camera shots and how they add to the general impact of the scene. Spielberg shows a general critical opening scene and I will show exactly how. Discharged on the 24^th July 1998, 'Sparing Private Ryan vowed to break all blockbuster records and go directly to the top. Spielberg shocked the world with the movies authenticity and credibility, demonstrating that his famous notoriety isn't simply noise, however certainty. The plot is inexactly roused by the genuine story of the Niland siblings, where two of the four were executed and the third, assumed dead. The choice was made to recover the fourth, to forestall a national turmoil and from an entire family from being cleared out because of War. The plot, demonstrating energizing, carries a lot of contention over the strategic hazard eight lives for one. The entire epic World War 11 show cost around $65 million altogether, the greater part of which was spent on the realistic detail and impacts in the principal fight scene of the film. In spite of the fact that the twenty brief fight scene is unpredictable artistically and outwardly, the plot of the sea shore arrivals finishes sensibly essentially. The scene begins in focal point of a little regiment of troops, trembling inside the frame of a vessel, froze by the sound of approaching automatic rifle discharge. The slopes tumble down as a wheel turns round, articulating the closures to a large portion of their lives. The pontoon opens out the same number of are shot dead in a flash by the whirlwind of slugs push toward them. Not many make it out a live before they need to drive through a great many dead up the sea shore. As the fight scene cuts into see, the main character to be seen outwardly is Captain Miller. This quickly demonstrates he is high up in rank thus, in a flash gives him an instructing nearness among the art. The smoothness of his voice even appears to steady the pressure in the air. In any case, the underlying piece of him to be seen is his pair of trembling hands. This traditionally is an indication of dread and to a few, may show a shortcoming. Pioneers are not for the most part connected with dread; characteristically they are courageous. Spielberg has utilized this incidentally, to show the authenticity inside his character. All the officers battling on that day were ordinary residents battling for pride and nation. They all accomplished dread. On D-day there were no intrepid war legends, for example, John Wayne and this is the reason Captain Miller, alongside the various soldiers, is appeared in anxiety. As the shot moves outward, the entire of Captain Millers body is uncovered. His appearance can be seen and again authenticity is strengthened. The individual going about as Captain Miller, Tom Hanks doesn't have the cliché appearance of a War legend; he is little, peaceful and in absence of the muscle qualities as a rule related with a clichi d officer. Through this throwing Spielberg passes on a message. The men battling on that day were typical. They werent every single huge man worked of muscle, who could challenge demise thus, the individual give a role as Captain Miller isnt either. Through this, the character of Captain Miller is made realer to the crowd, in this manner making the film progressively exact and verifiably right. On the sea shore, after the regiment has handled, the Captain encounters a concise period where his feelings and still, small voice are tossed into disturbance. The frightfulness of what's going on around him begins to soak in, as all dread outcomes in a psychological breakdown. The way that he doesn't simply walk through the sea shore and that he is influenced shows his sympathy and compassion. It shows he is a mindful person; one who is gravely influenced by the awful things being done to his confidants. Through this time of breakdown, Spielberg makes bunches of pressure, as the crowd, who have continuously begun to get appended to this reasonable character, are willing him to wake up and gain his levelheadedness. They need him to escape this circumstance and lead his soldiers up the sea shore. Another character that stands unmistakable in this scene is that of Sergeant Horvath. Spielberg has utilized Horvaths character to diverge from Captain Miller, and this is seen even in the initial couple of moments of his di yet. Quickly as the crowd set eyes upon his expansive form, it tends to be seen that he is significantly more hearty than the Captain and that he adjusts more to the cliché picture of an anecdotal war legend. I imagine that Spielberg has featured this point underline the typicality and customary picture of Captain Miller. He has done this to show that warriors were all shapes and sizes. Through this complexity made, the authenticity of the two characters is expanded as the two of them can be perceived exceptionally. Horvath and Miller again differentiate in their techniques for managing the fear and repulsiveness tossed at them. While the Captain discharges his froze state through the consistent trembling of his hands, Horvath permits his dread to scatter through biting. Through Horvaths diverse response, Spielberg characterizes his character more, making him increasingly reasonable as he manages circumstances in an alternate manner. As officers, all things considered, all responded exceptionally relying upon their characters, Horvath does as well. The crowd at that point can distinguish better with him, comparing him to individuals they know, in this manner remembering him as a genuine kind of individual, one who is novel. In spite of the fact that Captain Miller and Sergeant Horvath differentiate from numerous points of view, together they structure a predominant organization. In each request handed-off by the Captain, the Sergeant strengthens it, in this manner depicting his respect, demonstrating that he has a huge appreciation for the man. Horvath ceaselessly remains nearby to the Captain, sitting tight for his order and paying special mind to him. Spielberg utilizes him as the Captains right arm. Everything about Horvath, from his bear like face, down to his lumbering form, yell; defender! Taking into account this, the crowd fancy him and trust comfort in the way that Horvath will ensure and bring their 'everyman (the Captain) to wellbeing. Spielberg utilizes the connection between the two characters to energize the crowd, as he shows that War is so strange, that it united individuals in kinships who in any case wouldnt have done as such. Commander Miller and Sergeant Horvath have such a solid relationship during this scene that fervor stimulates among the crowd, as they realize that together the two will endure. Private Jackson, the regiments marksman is another character that has a fundamental job in the fight scene. His primer appearance is in the arrival create, preceding the slopes slide. His face, being one of unadulterated fear is very easy to read to the crowd. He is alarmed to such an extent that his appearance and the principal demonstration that he submits, a kiss on a cross, show that he accepts that there is no desire for endurance left. It is as if he believes that a kiss on the cross is the last activity he will do and that if God is ever going to go to his guide, let it be currently. I believe that Spielberg has utilized this cross and his appearance of apprehension, to draw empathy for the Private, yet in addition to show how close demise is to God. Enormous tension is made through the dread in Jacksons eyes. Private Jackson isn't engaged upon much during the battle to make strides and progress up the sea shore, anyway is generous in the peak of the Scene. In this area of the scene, there is a long interruption where the camera centers upon the focus around Jacksons face. He is addressing God as he plans to shoot and slaughter the Germans.

French Expressions Using Soir and Soirée

French Expressions Using Soir and Soirã ©e The French words un soir and une soirã ©e both mean night (we clarify the distinction here) and are likewise utilized in numerous articulations. A significant number of the articulations including soirâ and soirã ©eâ are colloquialisms - phrases with implications that cant be gotten from an immediate interpretation of the words they use. With this rundown of articulations utilizing soirâ andâ soirã ©e,â you can figure out how to state every now and again utilized adages like anâ evening supper, an evening person, formal wear and that's just the beginning. Normal French Expressions With Soir prendre matin midi et soirto be taken multiple times a dayau soir de sa vieto be at night of his lifeles cours du soirnight classesã ªtre du soirto be a night owlIl est arrivã © un playmate soir.He turned up one evening.le repas du soirevening mealune robe du soirevening gownle soir plummet/tombeevening is shutting inla veille au soirthe past eveningVoulez-vous coucher avec moi ce soir ?Do you need to lay down with me today around evening time? Normal French Expressions Using Soire bonne soirã ©ehave a pleasant eveningune soirã ©eparty, evening performanceune soirã ©e dansantedance​la behavior de soirã ©eformal wear, evening dressla behavior de soirã ©e de rigueurblack tie

How to Observe and Accept Your Emotions

How to Observe and Accept Your Emotions BPD Living With BPD Print Learning to Observe and Accept Your Emotions By Kristalyn Salters-Pedneault, PhD Kristalyn Salters-Pedneault, PhD, is a clinical psychologist and associate professor of psychology at Eastern Connecticut State University. Learn about our editorial policy Kristalyn Salters-Pedneault, PhD Updated on September 19, 2019 Bob Thomas / The Image Bank / Getty Images More in BPD Living With BPD Diagnosis Treatment Related Conditions This emotional acceptance exercise is one way to help you learn to be more aware and accepting of your emotions. Many people with borderline personality disorder (BPD) and other disorders that involve intense emotional experiences have a tendency to reject their emotions as bad or wrong. Unfortunately, this can lead to some very dangerous behaviors, such as deliberate self-harm. How can you learn to be more accepting of emotions? This exercise teaches you to see your emotion from a little bit of a distance. This is different than dissociation (which involves being completely cut off from your emotions) or emotional suppression. Emotional acceptance promotes mindfulness, or the ability to see the emotion for what it is without judging it or attempting to get rid of it. The exercise is adapted from a workbook developed by Dr. Steven Hayes at the University of Nevada at Reno called “Get Out of Your Mind and Into Your Life.” The workbook is an excellent introduction to a type of therapy called Acceptance and Commitment Therapy, which has been shown to effectively treat a variety of psychological disorders. The workbook is well worth a read if you are interested in learning more about accepting your emotions. Emotional Acceptance Exercise: Observing Your Emotions This exercise can be done when you are having an emotion that is uncomfortable. If you are just starting to practice this exercise, it is best to choose an emotion that is not too intense. Pick a time when you are having an emotion strong enough for you to recognize you are having it, but not so strong that you are feeling overwhelmed by it. After you get some practice with this exercise, you may want to try it with stronger emotions. Step One: Identify the Emotion The first step is to identify the emotion you are having. If you are having more than one emotion, just pick one (you can go back and do this exercise with the other emotions later if you want to). If you are having trouble identifying the emotion, sit for a moment and pay attention to your physical sensations and thoughts. See if you can give an emotion you are having a name (e.g., sadness, anger, shame). Once you have a name for the emotion, write it down on a slip of paper. Step Two: Getting Some Space Now that you have identified the emotion, close your eyes (if that feels safe to do) and imagine putting that emotion five feet in front of you. Imagine that for just a few minutes you are going to put it outside of yourself so that you can look at it. Later on you will take it back, but for now, you are going to allow yourself just a bit of distance so that you can observe the emotion. Step Three: Give the Emotion a Form Now that the emotion is out in front of you, close your eyes and answer the following questions: If your emotion had a size, what size would it be? If your emotion had a shape, what shape would it be? If your emotion had a color, what color would it be? Once you’ve answered these questions, imagine the emotion out in front of you with the size, shape, and color you gave it. Just watch it for a few moments and recognize it for what it is. When you are ready, you can let the emotion return to its original place inside you. After the Exercise: Reflect Once you’ve completed this exercise, just take a moment to reflect on what you noticed about your experience. Did you notice any change in the emotion when you got a little distance from it? What about changes in your reactions to the emotion? What size, shape, and color did you give the emotion? Did the emotion feel different in some way once the exercise was finished? Practice this exercise once a day for a month. It won’t take much time out of your day; so it’s not a huge investment. After a month, see if you notice any changes in how you relate to your emotions. This exercise may seem a little strange at first, but many people notice that it helps them start to think differently about  and be more accepting of their emotions. Mindfulness Meditation for Borderline Personality Disorder

10 Doolally States of Mind You Will Face Searching for History Essays for Sale

Looking for essays can be hard work! Instead of writing an essay, you’ve decided to order one, so now what? Now you have to do some research to find exactly what you’re looking for, so you can receive the best service to help write your custom essay. Whether it is history essays for sale, research essays for sale, or science essays for sale, the trick is to find the right paper to buy for cheap. The problem with all that is that it’s easy to get distracted, confused, overwhelmed, and crazy! Here are some of the stages your mind might be going through during the process of choosing an academic paper in English. 1. Concentration In the beginning, you will be concentrating very hard! This is the most intense research period. You will be excited and focused, looking for the best writers to hire for your dissertation. 2. Boredom After some time, boredom will start to set in. First, you were searching for essays, but now you wish you would just find something valuable. You may even take a break or two (or three, or four) before commencing your search again, and with more vigor. 3. Amazement There will be a time where amazement hits. There’re so many options! Although, there are some services that you can see have no real merit, there are many others that look great! How will you ever choose? 4. Sick Feeling overwhelmed is not fun. Can this be over already? You just want to find something, pay, get the paper, turn it in, and move on. Is that too much to ask for? Constantly being on your mind, essay hunting can make you sick! 5. Tired All the emotions are starting to get to you. It may be time to take a catnap, or a few hours long nap, whichever. 6. Confused Even though you’re feeling refreshed and renewed, now you’re confused because you can’t remember where you have left off. It feels like you’re starting from the very beginning again! 7. Crazy This has gone on for too long. The craziness is starting to set in. Try not to lose your mind just yet, though; you’re almost at the finishing stage! Just a bit further and you’ll get what you have come for. Don’t stop now, after this emotional rollercoaster ride! In the end, it’ll all be worth it. 8. Broke So you’ve finally narrowed it down, found some decent options, and are ready to make a choice. Money talks. But when you start comparing prices, you may realize you’re feeling a little broken. Who knew you had to pay a pretty penny for a good custom essay? 9. Hurried The deadline looms nearer and nearer. Every day, hour, and second starts to rush by. You need this paper, and you need it fast! 10. Successful Finally, success! You’ve found it, paid for it, and have gotten it. All in a day’s work. Now you have next term to look forward to, when you’ll be doing it all over again. Have you seen yourself in these states of mind? The only advice is take courage! It could be quite a good idea to keep in mind some tips on how to speed the searching up to skip some of these stages next time.

Prison Overcrowding And The United States - 994 Words

Prison Overcrowding In the United States, there’s two types of incarcerations: jail vs prison and federal vs state. The key difference between all prison systems is the size, location, and quantity of inmates and the crime rate in each area. Overpopulation has been an issue for a while mainly because for the safety for the inmates, the Three Strike Law, and also, society feeling that rehabilitation isn’t what they want for convicted felons. In the future, the system of corrections should decrease the overpopulation issue, for the budget plan, and safety of inmates. Overcrowding prisons can be toxic not only for the inmates but also the corrections officers who are constantly working. There are better ways to protect our communities than mass incarceration. In the United States, incarceration defers punishment based on the severity and kind of the crime and. For example, allow drug offenders to serve a shorter sentence, release more elderly prisoners, give prisoners a full year off their s entences for participating in drug rehabilitation, and send more foreign inmates to their home countries. In the article Prison Overcrowding Threatens Public Safety and State Budgets, the author informs â€Å"From the collected data, the Initiative found that the incarceration system in this country â€Å"hold[s] more than 2.4 million people in 1,719 state prisons, 102 federal prisons, 2,259 juvenile correctional facilities, 3,283 local jails† (Williams 1). This was published in 2014,Show MoreRelatedPrison Overcrowding : The United States1535 Words   |  7 Pages 2017 Prison Overcrowding The United States has the highest number of incarcerated individuals than other countries. Offenders are arrested every day for minor and major offences such as murder. America is hard on crime. When someone breaks the law the criminal justice’s system seeks an eye for an eye. Prison overcrowding has become a major problem in the United States, it is very expensive to house an inmate and there are other methods to punish offenders without sending them to prison for extendedRead MorePrison Overcrowding And The United States1555 Words   |  7 Pagesones.† The prisons in the United States have been overcrowded for many years and require a change in order to fix this. Some of the main causes for prison overcrowding that will be covered in this paper are mass incarceration, long sentencing, recidivism, and prisoners of drug crimes. Overcrowding of prisons in the United States is a major issue that affects not only the prisoners themselves, but taxpayers and politicians. Al though there are many different solutions to prison overcrowding such as buildingRead MorePrison Overcrowding And Its Effects On The United States Essay1605 Words   |  7 PagesPer Derek Gilna’s report on Increase in Federal Prison Population, Overcrowding, prisons have become overpopulated throughout a five-year span from 2006 to 2011 (Gilna, page 48). Prison overcrowding has become a plague in the United States for some time now. The US Bureau of Justice Statistics shows more than two-million adults are incarcerated in US federal and state prisons. There are many reasons that prisons are becoming overpopulated but not such a certain cause. To fix the problem, attentionRead MoreThe Effects Of Prison Overcrowding On The United States Essay1713 Words   |  7 PagesThe United States has the biggest imprisonment rate on the planet, and paying a high cost for it. Detainment strength finished in the mid-1970s when the jail populace expanded from 300,000 to 1.6million detainees , and the imprisonment rate from 100 for each 100,000 to more than 500 for every 100,000. Nonetheless, there is by all accounts little relationship between the wrongdoing rate and the imprisonment rate (Clear et al., 2013). One of the causes of prison overcrowding comes about because of theRead MoreOvercrowding And Its Effects On The United States Prison System1178 Words   |  5 Pages Overcrowding prisons are an issue that has been influencing the United States prison population for decades, however what is the true significance of overcrowding. As indicated by Jeff Bleich (1989) â€Å"the term overcrowding is repetitive, since crowding already refers to a higher level of social density than is desired†. An overcrowded prison is a shocking condition that causes outrage and dissatisfaction among detainees (Haney, 2014). This condition is so undesirable that one can consider it as unconstitutionalRead MoreEssay about American Intervention: Prisons in the United States576 Words   |  3 Pageshelp of our own concerning our prisons. First, we could use help with overcrowding. Next, minor flaws in our justice system that contribute to overcrowding. Finally, the condition of some of our prisons don’t make them seem like they are not prisons at all. In the United States, prison overcrowding is caused by many issues. These include not enough room in prisons, increasing crime rates, and changes in the justice system’s laws. Causes of prison overcrowding may include: double-celling, prisonerRead MorePrison Overcrowding Essay1184 Words   |  5 Pages Prison Overcrowding Nicole Neal American Intercontinental University Abstract This research paper is to explore the impact of prison overcrowding. The United States has a, what seems to be everlasting, prison overcrowding problem. Not only does the United States have this dilemma, but also many other countries have overcrowded prisons as well. Many issues need to be addressed; ways to reduce the prison populations and how to effectively reduce prison cost withoutRead MoreTheu.s. State Prison System965 Words   |  4 Pagesproblem in the Unites State Prison system because of overcrowding. First I am going to talk about what cause the overcrowding in the Prison system. After that I will talk what are the affect we are facing now days for overcrowding in the prison system. Than what should we do to stop prison to get overcrowding and how is going to help out society. Now we going to talk about the reason why our prison is overcrowding in the United State. According to (â€Å"What Causes Overcrowding,† 2011) the first mainRead MoreEffects Of Prison Overcrowding1345 Words   |  6 Pagesthat prison overcrowding causes towards the inmates and the guards. I will first address the issue of violence that prison overcrowding causes. My next point will be the health of the inmates discussing both their physical and mental while in overcrowded prisons. Lastly I will discuss the physical and mental health of the correctional officers and how the job could lead to correctional officers having issues in their private life. Prison Overcrowding has become a major issue in the United StatesRead MoreThe Overcrowding Of The Correctional Facilities1730 Words   |  7 Pagesthreat to maintaining this balance is the overcrowding of prisons. In 2011, the United States Supreme Court ruled that massive overcrowding of California prisons violates its prisoner’s eighth amendment right protecting them from cruel and unusual punishment (Boylan, 2015, p. 558). At the time California’s correctional institutions were at double their capacity, housing over 155, 500 prisoners in only 33 institutions (Specter, 2010, p. 194). The overcrowding of correctional facilities is one of the

Mondavi Wines Competitive Threats Free Essays

Mondavi: What threats in the business environment does Mondavi face and how is it addressing them? High quality premium wines produced by France, Italy, Spain, Chile and Argentina. In the past years, Demand increased for premium wines, while consumption of inexpensive, lower quality wine had fallen. As a result of changes in consumption patterns, Europe had created a great deal of excess capacity, while wineries of the new world (South America) continued to increase vineyard acreage in response to strong demand for high quality wines. We will write a custom essay sample on Mondavi Wines Competitive Threats or any similar topic only for you Order Now The size of the global wine industry was estimated by 155 billion dollars (approximately), where Europe and South America dominated global consumption of wine with a market share of 70%. Mondavi addresses this issue by leading the production of premium table wines in the US instead. This market participated with 11% of total world consumption representing 17 billion dollars. Analysts expected demand for premium wines to grow at 8% to 10% per annum. Thus, Mondavi focused 90% of its sales in the US through 15 top retailers and 10% to the rest of the world through exporters. Leverage Risks and Capital requirements The premium wine industry is a capital intensive business. Historically, Tim Mondavi and his team had financed its operations and capital spending principally through borrowings, as well as through internally generated funds. They owned vineyards in California, and the joint ventures controlled land in California, US and Italy, which produced 7% of the company’s total grape supply. The company purchased the rest of its grape supply from 360 independent growers through long term legal agreements. Because in the last years property value had risen and competitors had spent large amounts of money pursuing aggressive acquisition strategies, they could not face further growth with the same strategy due to the increasing high cost of capital. On the other hand, they could not outsource more grape from independent growers, since Mondavi worked closely with the growers to guarantee prime quality and the use of the new farming techniques developed by the company’s own vineyards. So Mondavi chose to focus on a different strategy for the future. He planed to grow its internal grape sourcing by 25% by 2005, focusing on organic growth of the wine and appealing to a new segment of consumers. Management plans to take the company to the next phase by enhancing the high quality of their existing brands, appealing to the organic sectors of healthy consumers and strengthening market positions. Product Substitutes Mondavi faced three types of competitors: rival firms that were focused on making premium wines, large-volume producers moving aggressively into the premium wine business, and global alcoholic beverage companies that were acquiring wineries to complement their beer and/or distilled spirits businesses. He estimated that only 12% of the consumers drank 88% of wines purchased in the US. To stimulate demand for his products, Robert Mondavi set out to educate American consumers and to enhance their appreciation of fine wine. Over the years, he became a leading promoter of the California wine industry. He encouraged visitors to tour the winery and to taste the new wines that he created. In addition, Mondavi began to host concerts, art exhibits, and other cultural events at the To Kalon vineyard. In 1976, the company established the Great Chefs program, the first winery culinary program in the US. Robert Mondavi explained his philosophy regarding fine wine, food, and the arts: â€Å"People who enjoy food, art, music, also enjoy fine wines, and they enjoy them more together. . . . Wine is more than a drink. It’s a culture. † Over time, the company began to advertise more extensively to broaden its customer base. Mondavi launched its first major radio advertising campaign to promote the Woodbridge and Coastal brands in 1998 and its first national television advertising in the fall of 2000. The firm’s advertising expenditures, including point-of-sale materials, reached $20 million in 2001. Michael Mondavi reflected back on the limitations of the firm’s marketing strategy of the early 1990s: â€Å"All those black tie events. We were complacent, cocky, and started believing our own press. For decades, our industry sent the wrong message, that wine is for special occasions, while the breweries told people that beer is the beverage of every occasion. That’s crazy. In the old country (Italy), wine was a blue collar beverage, not an elitist, white collar drink. Our goal is to grow the customer base by removing wine’s mystery, while still maintaining the magic. † As previously mentioned, the next step is becoming organic wine producers of its premier brands. While maintaining high quality standards, he will reach the new target audience of green consumers. How to cite Mondavi Wines Competitive Threats, Papers

Commercial and Corporation Law Concise Corporations

Question: Describe about the Commercial and Corporation Law for Concise Corporations. Answer: Corporation Law 2001 Corporation Law, 2001 includes various sections related to duties of directors, directors duties towards the organization, and duties of directors towards the shareholders (Cassidy, 2006). In this context, followings are some sections that are discussed in this report with the reasons of their inclusion in the corporation laws 2001 of Australia. Section 198A: Before the inclusion of section 198A in Corporation Law 2001, there were several business organizations, which have not developed their constitution and memorandum of business to run their business activities. The directors of some business organizations were also acting as shareholders therefore; they make every business related decision in their favor to ensure their benefits only rather than other shareholders (Cassidy, 2006). Because of this situation, the companies were not complying with the rules and regulations related to business. Due to this, the companies were misusing the rules related to the corporation. Due to this, the organizations were not able to comply with the rules and norms of the government. Hence, the main objective behind the inclusion of this section is to notify the directors about their obligations and duties towards the organization and shareholders (CCH Australia Limited, 2011). Therefore, it can be stated that this section of Corporation Law 2001 secure s the rights of shareholders within the corporation. Through the help of this, the directors make every decision as per the situation. This section of Corporation Law 2001 is also applicable in a company, which has not implemented any constitution for defining the obligations of directors and shareholders. Section 191: The history behind the inclusion of section 191 is corporation law 2001 to separate the interest of the directors and interest of the corporations. This is because there were several examples such as Enron, where the directors made the decision to fulfil their interest rather to the interest of the organizations. After the inclusion of this section in Corporation Law 2001, the organizations can be able to separate the interest of their shareholders from the interest of the corporation by defining the directors material personal interest (CCH Australia Limited, 2011). Before the inclusion of this section, the Corporation Law 2001 did not give the definition of directors material interest. After the inclusion of section 191, it is a necessity to the directors to put their material interest in front of shareholders in every meeting before making any contract. The benefits of this section are to separate the interest of directors before making any legal contract with other parties in the interest of the corporation (CCH Australia Limited, 2011). Because of this section, corporation law 2001 ensures that the directors will make every decision without bias. It will be used to ensure that the each decision made by the directors on the basis of facts and situations. Section 250R (2) (3): Before the corporation law in 2001, there were no rules related to the meeting of shareholders, voting of shareholders and rule related to passing a remuneration report. Each decision was taken by majority shareholders. Therefore, sometime the directors made a favorable decision to their organization and sometime directors made unfavorable decisions to the organization (Tomasic, Bottomley McQueen, 2002). So, the government of Australia added section 250 R (2) (3) in Corporation Law 2001 gives the rights to shareholders to vote on the remuneration related report. This section makes following changes: Section 250 R (2) is linked to the annual general meeting and voting of shareholders. This section in Corporation Law 2001 states that the director will accept any report of remuneration after voting system in which shareholders will be to vote on the report (CCH Australia Limited, 2011). This section of Corporation Law 2001 also forces the directors to register every meeting of shareholders. Section 250 R (3) is related to the decision making rights of the directors after the voting on reporting of remuneration. This section of corporation law 2001 gives the right to directors to accept or ignore the resolution passed by the shareholders in meeting through vote (Tomasic, Bottomley McQueen, 2002). This section does not bind the companys director because the passed resolution by shareholders describes the view of shareholders only. Reference Cassidy, J. (2006) Concise Corporations Law. NSW: Federation Press. CCH Australia Limited (2011) Australian Corporations Securities Legislation 2011: Corporations Act 2001, ASIC Act 2001, related regulations. Australia: CCH Australia Limited. Tomasic, R., Bottomley, S. McQueen, R. (2002) Corporations Law in Australia. NSW: Federation Press.

Police And Their Effect On Prison Population Essays - Penology

Police And Their Effect On Prison Population Because of the increase in crime in America, the public has demanded an increase in the amount of protection received from police. This increase in police protection has increased the incarceration level by numerous amounts within the last ten years. The number of inmates incarcerated in America is a direct cause of the policing that is going on in the streets of American cities. The method of policing has a tremendous impact on the outcome of the situation, meaning the type of policing determines the amount of arrests mad and the amount of inmates incarcerated. The historical pattern of prison sentencing has always shown that the offenders almost always served a much shorter sentence than the amount of time they were given by the court. Prisoners have always had different methods available to assist in decreasing the amount of time they have to serve. Many were released on parole after serving possibly less than 40 percent of their sentence. There was also time suspended due to good behavior which put the criminals back on the street. Offenders could be allowed work credits which could go towards their early release. This was considered the normal practices of prison up until the end of the 20th century. Around this time the citizens of cities started complaining more and demanding more police intervention and less crime. In 1994 laws were implemented that made it harder and in some cases impossible to be released from prison without serving at least 85 percent of their original sentence assigned by the court. This new policy has been implemented at the state and federal levels. Though history has shown an extensive pattern of early release, this pattern has come to an end because of the new laws set forth in America. Before 1984 the laws mandating prisons were not very effective in keeping offenders incarcerated, which was considered intolerable by the community. Experiments done on the effectiveness of police during the 1970s showed that traditional methods of policing were not effective in decreasing the amount of crime on the streets. Until the early 1970s most states used the indeterminate sentencing method which allowed parole boards the authority to allow offenders to be released early. The idea of indeterminate sentencing came about in the mid-1800s and was preferred over determinate sentencing because determinate sentencing allowed no room for reform. Because of the dissatisfaction with indeterminate sentencing and the pressure for longer sentencing, there was a policy implemented in the 1980s which made it mandatory to have a guide for the minimum amount of time served as well as new sentencing guidelines. This method caused inmates to serve more time and because of this, there became a problem with overcrowding. To alleviate the overcrowding, inmates were then available to get sentence reduction because of good behavior and also with certain work programs they could be released early by the building up of earned time credit. In 1984 the first truth in sentencing laws were in acted. These laws required that prisoners serve a substantial portion of their sentence. To ensure that offenders served the majority of their sentence, the violent crime control and law enforcement act of 1994 were passed. This act allowed additional funding for state prisons and jails. It also restricted and in many instances eliminated release for good behavior and good time credits. The three strikes and youre out laws, in many states, require life imprisonment for third time a felony offenders. In some states offenders only have two strikes before being sentenced. The abolishment of parole in at least fourteen states has also made the percentage of inmates released less. By implementing s entencing requirements, the abolishment of parole, along with other sentencing restrictions and incentives, it has become nearly impossible for offenders to be released with out giving at least the majority of their due time to society. Because of the reform act of 1984 release practices in federal systems underwent a series of changes. There have been mandatory penalties established in federal sentencing most notably for drug offenses. In 1987, 26684 offenders entered the federal prison system. They were sentenced on average forty-two months but only served approximately twenty-three months.

Write a cover letter to get you hired in 2018

Write a cover letter to get you hired in 2018 When you see the phrase â€Å"cover letter,† it probably conjures up an image of a bygone era, with an old-fashioned letter, painstakingly typed and sent via snail mail. How does that square with the modern job search, which has become almost entirely digital? Do you still need a cover letter in an era where you’re either emailing a resume or dropping it into a vast database? The short, honest answer: not always, especially when you’re simply uploading your resume into a digital application engine. But when you do need to have a cover letter to go with your resume, it’s important to have one ready to go. And a well-written cover letter can still mean the difference between getting an interview or having a reader reject your application package without any further consideration.What’s the purpose of a cover letter?A cover letter is an introduction to your resume. If you’re submitting your resume digitally, that means your cover letter is an em ail introduction with an attachment. Instead of a blunt â€Å"here you go, resume is attached,† it’s a way of framing your resume and setting the narrative before the reader has a chance to scan the resume itself.A cover letter (or email) is also a chance to fit in some extra key words. There’s a good chance that it will be a software program reading your note first, before it’s screened by a human with hiring power. And those programs function based on key words and phrases that the hiring company most wants to see. The earlier you can fit those in, the better, and the cover letter/email is your earliest chance.A cover letter also acknowledges the human reader beyond the robot eyes- a human reader who can use the information in your note to add context to your resume. Your cover letter is a chance to set the narrative that you support with the bullet points in your resume. Think of it as the highlight reel of your accomplishments and your goals.Tailor yo ur cover letter to the audience.The first thing you should do is make sure you’re personalizing the cover letter. Nothing is going to turn a reader off faster than having to read something addressed to â€Å"Dear whomever† and followed by several paragraphs of super-generic chitchat. Whenever possible, you should address it to a specific person. This may not always be possible if you’re submitting via an online system. But if there’s a contact name mentioned in the job posting, make sure you’re addressing your letter or email right to that person. You want to engage the reader whenever possible. â€Å"To whom it may concern† technically does the job of addressing a reader, but is there a colder, more generic opening? I don’t think so.Be memorable and personable.The cover letter gives you a chance you don’t really have with your resume: the opportunity to show a bit of your personality. The resume is a ruthless, efficient snapsh ot of your professional accomplishments. The cover letter is more of a conversation between you and the reader. One way to do this is to include some personal trivia in the first few lines, or include a bit about what drew you do this particular company or job opening. This shows that there’s a thoughtful person behind this letter and this resume, one who has put consideration and effort into applying for this job.In a cover letter, it’s okay to use a bit of humor- as long as it’s kept polite, professional, and directly related to the job you’re trying to get. (Remember, you don’t know who will be on the other end, so keep any humor G-rated and appropriate.) The company is, after all, hiring a human to join their team, and you want to seem approachable and friendly. The information on your resume doesn’t necessarily tell the reader much about your voice, so it’s okay to use the cover letter to add a bit of flair.Set the narrative.This is especially important if your resume has things you need to explain, or things you want to gloss over (it happens). Your cover letter can help you take that extra level of control over your application package. Use it to set up what you want the reader to have in mind while he or she is reading further.For example, if you’re a recent grad and don’t yet have tons of experience in the field you’re trying to get into, you can use your cover letter to talk about how you’re looking for an entry-level position in the field, but have skills and experience that you’ve built up via internships, or volunteer experiences. Or if you have resume gaps, it’s a way of saying that you’re looking to get back in the game, and that you’re ready and eager for an opportunity to use your skills and experience at X company.Make it about the job/company.The cover letter is (spoiler alert!) not really about you. Sure, it seems that way because youâ⠂¬â„¢re talking about yourself, but it’s really about the job the company is trying to fill and how you can meet that need. The ultimate goal of the cover letter is to support your statement that you’re the one they need to fill this job. Every detail you offer about yourself should show how you’re a good fit for the company. This is where the job description comes in handy- you can use that information to figure out what they want the new employee to accomplish in this role and then make sure you’re presenting skills and achievements that support those needs.For example, instead of saying something like, â€Å"This role is the logical next step for me because I’ve always wanted to be a director,† you should go with, â€Å"my time spent spearheading complex projects and delivering results ahead of schedule has prepared me for the demands of leading a team of sales associates.†Keep your formatting flexible.In your cover letter, you don ’t want to include fancy or complicated formatting because you can’t assume that it’s being read one particular way. In 2018, you need to be format-flexible. Your reader might be reading it on a computer screen, as a print-out, or on a small device like a phone or tablet. That means the simpler your cover letter is, the better. Pick a professional font that’s easy to read, make sure your paragraphs aren’t 15 sentences of unbroken text, and make everything left-aligned.If your cover letter is really an email, it’s fine to use the default font and text settings in your email client.Don’t write a novel.The cover letter should only be a few straightforward paragraphs. This is not the time to write out your entire work history (the resume will do the job of talking about past experience and accomplishments). The goal is to introduce yourself to the reader, not publish your memoir. Three to four paragraphs should do the trick- no more than a single page in Word. This is the basic format you should use:Brief intro paragraph: Who you are as a professional, what job you’re applying for, and what drew you to this particular job opening.Paragraph outlining your top qualifications for this specific job.Brief closing paragraph: Restate what qualifies you for the job and provide contact information.Closing sign-off: Always be brief and polite. (â€Å"Sincerely† is a classic for a reason!)Let’s look at an example of a basic cover letter/email.Dear Ms. Ferguson,  As a lifelong bookworm with a passion for the inner workings of the publishing industry, I’m interested in your opening for an editorial assistant. I’m currently an administrative assistant at the Good Books Literary Agency, and would like to bring my ninja-level organizational skills and editorial eye to the books on B.K. Publisher’s list.Through my work at the agency and an internship with American Book Company, I’ve developed a keen sense for identifying potentially successful books, and working with authors to refine their manuscripts from rough drafts to final. I have extensive experience proofreading and copyediting manuscripts, writing copy, and liaising between authors and publishers. I am confident that my ability to work with authors of all temperaments, as well as develop their work with an eye toward the marketplace, would be a good fit for B.K. Publisher. I’m attaching my resume, and welcome discussing my qualifications in more detail. I can be reached at JaneQPublic@emaildomain.gov, and I look forward to hearing more about this position.  Sincerely,Jane Public  When you’re writing your cover letter, remember that it’s an opportunity- not a throw-away. If you put in some time and energy, it can be a boon to your total application and work perfectly with your resume to create an image of someone who would be a good all-around fit for this job.

Whiteness in Americas Geographic Structures Essay

Whiteness in Americas Geographic Structures - Essay Example This paper highlights that   the way cities were planned and the direction taken by governmental decisions segregated black Americans from white Americans. The same trends can be seen taking place even after the civil rights movements especially when it comes to living in the suburbs which appear to be dominated by white people with African Americans few and far between. Lipsitz does not say that this division is out in the open, nor does the writer suggest that governments actually enforce this division but there is some blame given to the policy lines adopted by the powers that be. For example, more African American areas in the suburbs had been targeted for demolition during the constructions of highways than homes owned by white Americans and even though it may not really be a conspiracy, the statistics given by Lipsitz are quite startling. Perhaps the most important question raised by Lipsitz is the idea of enforcement of the law since the laws to ensure fair housing are certainly there on the books even today. However, it is the enforcement of these laws which is lacking and needs help from outside sources to support the case of those African Americans and other races who feel disenfranchised and left out of the housing system. Clearly, the African American / Caucasian American question still remains to be answered and housing is not the only issue which faces American in terms of race relations.  

Comparison of Philosophers Essay Example | Topics and Well Written Essays - 2000 words

Comparison of Philosophers - Essay Example At the closing stages of the series, he said, the objects present no longer relative, but absolute. Aristotle believed philosophy to have an "ennobling effect on the philosopher, such that he or she is brought as close as possible to divine state." As you know, the common belief now days are that philosophy will provide contentment, or some kind of consolation because of a particular broadening of the mind. For a start too many philosophers' personalities are so different, yet they have fundamentally the same knowledge, which clearly means philosophical knowledge does not make for a particular reaction. A lot of those who do have the stereotypical personality trait associated with being a philosopher have had it ever before they started philosophy, which is equally well known. You often hear people saying it is particular Note in Book 1 chapter 1 how Aristotle carefully distinguishes between the man of experience and the man of wisdom. Wisdom for Aristotle, aims at knowledge for its own sake, not for the sake of producing anything (e.g. health, material goods, etc.). And since Metaphysics is the science, which seeks after knowledge for its own sake, metaphysics is often referred to as the "first philosophy." "Clearly then, Wisdom is k... . of existence And for no other reason than knowledge, wisdom, and therefore Metaphysics, is the sort of knowledge that deals with causes and principles of things. Knowledge becomes the one of the primary basic human goods that they pursue. What do you think of 'choice' as being that which first comes to play in a life We make choices and 'prioritize' which goods we wish to pursue. Aristotle states that the philosopher's subject (which is existing things qua existing) must have a principle which is not a theory or hypothesis. And it is the philosopher's job to know what it is. The principle is commonly known today as: The Principle of Non-Contradiction. Indeed, Aristotle calls this principle the most certain of all principles (i.e. of any knowledge whatsoever). Namely, "the same attribute cannot at the same time belong and not belong to the same subject and the same respect.' And this principle Aristotle believes is the point of departure for all further knowledge. This principle, of course, has been debated over since then. Aristotle's Book IV demonstrating this "most certain of all the principles." Expressed in Aristotle's language, the law reads: "It is impossible for the same attribute at once to belong and not to belong to the same thing in the same relation." This means two things. 1) It is impossible for something to be and not to be at the same time, and in respect to the same thing. For example, a man is either alive or dead. He cannot be halfway between life and death, and he cannot be both dead and alive at the same time. 2) It is impossible for a substance to be a particular something and to be its opposite at the same time and

Analysis of Strategies for Expansion into UK

Analysis of Strategies for Expansion into UK Introduction Research Content:- Over the last few decades, there has been a tremendous growth in the volume of business. A number of new players have entered the business world and as a result there is fierce competition making survival very difficult. Therefore it is imperative that Companies establish a sustainable competitive advantage over other competitors. One key strategy that companies have often adopted to sustain in the long term is continuous growth to become recognised brand and dominant that they can set the agenda. Thus we see huge multi-national corporate in various sectors particularly in retail, food and beverages that are dominant and sometimes act as monopolies. However, pursuing a strategy of growth simply does not mean that corporate can expand their businesses, survive and remain successful. In the past, many organisations have adopted various strategies and implemented all of them but have failed. This is because like any other strategy, growth strategies must be carefully formulated and prop erly implemented. If not, there could be severe consequences. There are many organisations particularly in the UK that are aspiring to expand their presence. However, a number of huge western based multi-nationals exist that are dominant and follow entry deterrence strategies such as patents, limit pricing, cost advantages, aggressive advertising and marketing etc, in order to prevent other organisations from taking their market share or eroding their margins. We shall study in this dissertation, the growth strategies that such emerging organisations adopt and implement to capture the markets and also see how they encounter the indirect entry barriers imposed by the giant multi-nationals. Aims Objectives The Goal of this dissertation is: to analyse the various strategies that can be composed by an organisation and the ways that they should be implemented; to list the various possible outcomes that can be achieved by an organisation with proper planning and implementation of a strategy; to study the reasons why it is important for organisations to plan and have alternative strategies Even though many companies form strategies and implement them, not all of them may succeed. So, why do companies fail to achieve their objectives with the implemented strategies. The main purpose of this research would be based on Andronicas World Of Coffee (AWOC), the way they work on the strategies they plan and the implementation process to make it a success. A Study would be done on the problem that they have faced and are facing in the present and the past while implementing their Retail business strategies to become a recognized brand. The objective is to complete the study with all the required literature review and theory which relates to strategies formulation and implementation. Analyses the reasons, motives, process and other aspects related to strategies formulation and implementation. The main objective is to have a brief study on how Andronicas- world of coffee has planned its strategy and has implemented it, in order to enter highly competitive market of coffee chains and become a leading Retailer in UK. Analysis will also be done on the performance of this organisation and the growth achieved in short span of time. The objectives that we aim to explore are given below : To Examine the strategies formulated by Andronicas- World of Coffee for establishing their retail business within UK. To analyse the different steps and ideas they used and implemented for establishing their retail business in LONDON. To find out what Andronicas- World of Coffee was and what it is now after the implementation of its formulated strategy. To study the impact of ongoing Financial crisis on Andronicas as a business. Purpose of Study:- The fast growing competition in business market has raised the need for new markets. This has inspired many small organisations to grow and provided opportunities, for which various strategy needs to be formulated. The purpose of research is on what field a company needs to concentrate and what strategy it should apply in order to enter the highly competitive market. The implementation plans of company play a vital role. Even though strategies are planned well but some companies fail during the implementation process, this is because of improper communication/ short term plans. The implementation process needs to be monitored very carefully. The purpose of the study is to identify the strategies that organisations plan and the way they try to implement it. The main aim of this study is to describe a method that can be adopted by Small medium enterprise to enter a highly competitive market that is already dominated by big market players with the Example of Andronicas -World of Coffee. Managers and leaders of companies are constantly involved into decision-making. They use different types of strategy to ensure that their business not only survives but brings profit. . Strategic ideas are relevant for all types of organization, and many of the key issues are the same although they may differ in their relative significance. All businesses in the competitive environment are affected by strategy and strategic issues if not their own, then those of the competition or the external environment[2]. Long-term strategic success requires coordination of the managers efforts and effective structure of the managerial department of the company. Introduction to the Industry Coffee makes us severe, and grave, and philosophical Jonathan Swift, 1722 Possibly the cradle of mankind, the ancient land of Abyssinia, now know as Ethiopia, is the place where coffee was born. In todays world beverages sector comprising of coffee as a sub sector is one of the key segments of the economy having extensive and forward and backward linkages with other key segments of the economy. According to the latest coffee statistics from the International Coffee Organization (ICO), we pour about 1.4 billion cups of coffee a day worldwide. In fact when we look at per capita coffee consumption, the U.K. is #22 on the list with about 5 kilograms of coffee per person per year[3]. The coffee industry has grown rapidly since the 1990s; before Starbucks emerged, people were used to drinking low quality coffee from tins. Starbucks introduced fresh coffee made from top quality beans that have excellent taste and drinks such as the caffe latte and cappuccino, which have helped to fuel the development of the coffee market into a multi million pound industry. The size of UK branded coffee chains have quadrupled from 1999 to 2004, with a current market turnover of over  £1 billion. However, Britains coffee may finally be taking a new direction. Take a walk through London and youll see a rash of trendy independent coffee houses, with blackboards boasting of freshly roasted, Fair Trade beans and organic milk. Retail sales at specialist coffee shops reached  £1 billion for the first time in 2007 and were almost  £1.2 billion in 2008. High street chains such as Costa Coffee, Starbucks and Caffe Nero are also performing well, with 890 new branches of branded coffee shops expected to open before 2012, but they are upping their game to meet our rising expectations. Jeffrey Young, of the consumer analysts Allegra Strategies, says: â€Å"Were seeing a movement to a stronger coffee palate. People say that their Starbucks is not strong enough, that Nero is stronger than their Costa. Thats something that no one was talking about ten years ago. There has been a massive revolution in coffee drinking, from drinking instant or filtered in a polystyrene cup a decade ago to espresso-based drinks made from 100 per cent Arabica beans today.† UK being an upcoming market for coffee shops, with an estimation of more than 11000 outlets opened so far and number still increasing. The total turnover of the whole coffee industry is estimated to be over  £1.63 billion for year 2009.[4] Estimations for year 2010 are expected more than 13000 coffee shops, including small, medium and independent businesses Introduction to Andronicas World of Coffee (Source: Andrew Knight) Form of Ownership: -Andronicas Coffee is a private limited company whose entire share capital is under the control and ownership of Andrew Knight. Andronicas Coffee a coffee roaster/ supplier vertically integrated, accessing green coffee at source, roasting and processing through to the point of sale, via either catering or retail industries and including the equipment required to produce the finished drink. With a 25year history of selling, serving and operating retail outlets, adopting the best of both the Seattle and European model. Focused now on trade sales identifying customers whose ideals of quality, taste and service, expectation are at the top end of the market and who see outlet expansion as the driver for their business. Promotion of our brand identity is important but secondary to the overall success and profitable growth of our business. To develop staff skills and competence to recruit to fill any gaps and to take the opportunity forward, always keeping in mind the potential property opportunity as it arises and being in a position to take it up. Maintaining our commitment to re-invest each year across marketing , new plant, product development and if appropriate acquisition i.e. office coffee service. Not to lose sight of what we have in the pursuit of what we want. Strive to do what we do better always. The company commenced business as a retailer of real coffee in the Kensington department store, Barkers in 1979. The addition of a tasting facility lead to our first conflict the restaurant manager unhappy that we should be offering a free tasting to his potential customers as they walked through the door resulted in some initial difficulty. The compromise reached with the store manager was that we could charge for our sample. This led us to operating one of the first espresso bars in London. It was popular with both the store and customers in equal measure, was extremely profitable, our rent being based on a percentage of sales and led directly to the opportunity to replicate the model at a second House of Fraser store in Londons Victoria, just 18 months after the Kensington store opened. At this time we had installed a small coffee roasting machine. This brought a multiple benefit; vertical integration, aroma at the point of sale, credibility and increased profit. When House of Fraser invited us to open a third site at Rackhams of Birmingham, it was at the banks suggestion that we should try for our own site. This led to acquiring a lease at 15 St Johns Wood High Street in 1983. We had by this time embarked on the wholesale side of coffee supply to local restaurants and with the acquisition of the lease at St Johns Wood installed a 25 kilo professional coffee roasting machine in order to become self sufficient with our coffee. We considered franchising as a possible means of further expansion. The St Johns Wood shop was the ideal coffee shop model; a catering led operation, roasting on-site, front and rear access and space for an office. By now the coffee shop offer was growing to include a lunch-time dish of the day. It was around 1988, we received the disappointing news, Barkers was to be redeveloped and all concessions were given 6 months notice to quit. Certainly this was a rude awakening, how quickly 6 months goes. So we acquired the lease of another shop nearby in Kensington Court and then had four sites, all trading in profit, each slightly different. Just as we had spare space in St Johns Wood, so too a basement in Kensington allowed for the acquisition of a proper factory packing machine, allowed us more control, independence and profitability. As we assessed a way forward at that time, the expansion of the wholesale side of the business appealed more and our view that department stores, not delicatessen shops were the place to sell real coffee to the consumer, that led us to target Harrods, Selfridges, Fortnum and Mason and Harvey Nichols. In order to access funds to finance a production facility, we had to sell the lease on one of the two London shops. The first offer was for St Johns Wood, so that sale allowed us the opportunity to put a production facility in place in a railway arch in Camberwell. The successful conclusion of the contract to supply all Harrods retail coffee resulted in the need to acquire plant machinery, printing and packaging which quickly burnt through the  £120,000 that was paid for St Johns Wood and forced the sale of the Kensington shop to give us sufficient cash flow. (The Kensington shop sale was another fascinating lesson in small business management, but not terribly relevant to this). Suffice to say, the timing of the sale was perfect and ultimately led to the opportunity to acquire the freehold of Great Eastern Street. Having successfully become the supplier to Harrods, we added the exclusive supply of coffee by catering and retail to Harvey Nichols (that was juggling) and Selfridges. Today even fifteen years later, we are still in that happy position and whilst we only supply a few fringe coffee beans to Fortnum Mason, as the family owning the store also own Twinnings, we count that as quite an achievement. Our luckiest break on the catering supply side was to supply an espresso machine and coffee to the first Cafà © Rouge also around 1989. This company went on to expand to 120 sites nationally, acquired the Dome chain and instigated the idea of a restaurant being willing to sell a cup of coffee at any time of day. A bit like Barkers, the news in 1995 that Pelican Group was acquired by Whitbread, owners of Costa Coffee, came as a disappointment. Even then it took Costa three years to take the coffee and machine contract away from us. Another major customer is AMT Espresso Bars, established in Oxford around 1993, they had two coffee carts when we discovered the operation. Here were three brothers, passionate about their business and their coffee our coffee. Today with 43 bars nationally focussed in railway stations, there coffee sales are quite remarkable, though naturally confidential. All this brings us to the point. We have helped a number of high profile customers achieve consistent record sales of real coffee our real coffee, but nobody knows, nobody has even heard of Andronicas. (Our coffee produces over 50 million cups annually). We want to continue to develop the business as it is. Continue to sell, supply and develop coffee sales in all of these customers under their brand, but additionally and to different customers we want to sell our brand. The historic and existing business being the income stream to support the next opportunity, but which must remain the primary focus, i.e. the existing business can in no way be jeopardised by the plan for the Future. Our growth might well be limited by that fact, but there is always tomorrow. Our experience and strength are bound up in a passion for the product. From the grower and processor, we import only the finest beans, anybody can say it and they all seem to, even Kenko (part of Kraft Foods) but we have seen their factory and others like it. When you grind their coffee beans they look just like mine. Statistically the UK imports very little fine coffee, so somebody is lying. As always it comes down to money. Today I can buy Arabica coffee for  £1,000 per metric tonne. We actually pay around  £1,800 per tonne so naturally we get something much, much better. It really is that simple. We can only afford to pay more because our customers have the same view, they are willing to pay more because they in turn are saying the same to their customers and so it goes. Be it retail or catering pay more, get better, pay less, get worse. It will always be easy to drive down the price; always it will be pointless. So we have the best green beans, now we have to roast them. Our processing plant is equipped to roast coffee in batches of 1, 12, 60 and 120 kilos. This flexibility is of key strength, but more important than that, immediately after roasting, our coffee is securely packed, excluding all the oxygen immediately. This is only possible with state of the art valve packaging equipment. Whether nitrogen or vacuum packed removing the oxygen is critical to the aroma, taste and life of the coffee. NB you cannot vacuum real coffee twice, it only works when freshly roasted. The public does not understand this fact at all. The third critical ingredient to great coffee we will call the barista, the person who makes the coffee. If person one, the grower, person two, the roaster have not done their job, number three cannot win. However even when one and two have done their job correctly, number three can destroy it. So coffee the nectar of the gods, requires the skill resource and commitment of at least three people to achieve greatness. Given the consumption of coffee in just the UK alone exceeds 150 million cups per day, the scale of both the challenge and the opportunity can only be marvelled at. Andronicas core skill is in understanding the variables and bringing their expertise to endeavour to help the consumer make great coffee. Be it through bars serving it by the cup or at home made by a myriad of equipment from the simple French pot, the sophisticated Italian espresso machine, a German filter system, a Turkish pot or the elegant cafetiere. Going back to the bars, todays fashion is for espresso-based drinks and the machines used to do this form an important part of the companys business model. Espresso machines used extensively in every modern catering environment are a key opportunity to develop new business and a great opportunity to build long term customer relationships, through service, maintenance, training and lead to the identified opportunity here ‘ BRANDING. Traditionally a bar serving espresso purchases beans packed in kilo bags. This is emptied into a hopper feeding the grinder; the coffee is therefore nameless. In order to identify the brand at the point of sale, the outlet might well be given china cups that bear the brand of the coffee roaster. Our idea is to change the pack from bag to tin. Instead of emptying the bag of beans, a 2-kilo tin replaces the unbranded hopper. Vacuum packed at the factory this tin allows us to identify our brand at the point of sale. The additional supply of branded cups, china or paper, and other point of sale material, to get the message across at the time the product is being consumed. This should therefore be self-financing. Accepting that our brand is of no commercial value yet, the means to achieve the trade sale is to additionally personalise the 2 kilo caddy with the clients outlet brand. In other words Andronicas Coffee at †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Our desire then is to sell our coffee to a new group of trade customers where they are keen to sell the product as Andronicas Coffee. This in itself is not difficult. Coffee is a competitive market, our history, experience and resource make it a relatively straight-forward proposition. An investment in manpower, accessories to support the offer, the process is essentially similar to our current programme. Moving beyond this, the reason for creating the brand in the first place is to get back to our retail roots and to create value in Andronicas Coffee as a brand and therefore as a business. We have already indicated that access to market in the retail arena is through supermarkets, departments stores, speciality coffee retailers or mail order. Our view is the supermarkets are not an appropriate route for our company taking account of our existing customer base, our size and brand recognition. We are established in retail through department stores and therefore any activity to promote our coffee would be like shooting yourself in the foot. Speciality coffee retailers are unlikely to support our brand and are in any event a fragmented group, which brings us to mail order. Back-tracking a moment picture a coffee salesman visiting an espresso bar. His objective is to persuade the bar owner to change coffee suppliers. Having made that change and assuming everything the salesman says is true, one would have every reason to suppose that espresso bar owner would continue to purchase a case of espresso beans every week indefinitely. That is what Andronicas does, it persuades espresso bar owners it has great coffee, will not change the blend, will deliver consistently what they require, will not change the offer, price or any fundamental. Allowing him to offer his customer the same and build his business to such an extent he may open a second espresso bar. Who is he going to call? Picture if you would just for the exercise, a salesman in a car showroom. Imagine for a minute the different objectives of both these sales people. One wants a sale now, today. The other wants a sale indefinitely. They both come from the same place, they are both going somewhere entirely different. Now back to our retail opportunity. The consumer is a little like our espresso bar owner. They want great coffee, easily accessible, at good value for money, consistently. The supermarket fulfils that need extremely well. The only thing missing is the romance. There is no romance with supermarket coffee. We might all like the coffee specialist, but we dont have the time and there is no consistency. Mail order might be able to fulfil these objectives, but the cost of finding these potential customers would be excessive. However if the offer was good and met the requirements, it is conceivable such a person could purchase one 250g tin every week, for ever more.. Just like our espresso bar owner. Buying direct from the roaster, who is also the importer, is the romance. Operationally for us this is simple. The clever or difficult part is identifying those one in ten UK coffee drinkers who really do only drink real coffee at home. Events. Picture if you would any day out you have been on. A county show, a day at the races, museums, air shows, Henley, Wimbledon. We dont even expect a great coffee and we are still disappointed. Imagine being at one of these events and being served a great cup of coffee. Yes, it is possible. Might you think I wish I could get coffee like this at home. That is where we want to get to. Serving coffee in locations, the expectation is low, making a great drink and converting the customer to a mail order user. Difficult as it may be, the beauty of the idea is they are going to pay for the tasting and so building this opportunity should be self-financing and by focussing on this avenue to the consumer, we should not alienate our existing trade customer further we are establishing the brand recognition of Andronicas Coffee to his and our benefit. Andronicas world of coffee 4th floor Harrods Knightsbridge, is a concept Gourmet Coffee shop, where Term Freshly Roasted means just that. Here green coffee beans are roasted to customers specifications in the desired quantity. Having identified, what we consider the right ingredients for the perfect coffee shop, we are focused on the other locations where the concept would be appreciated. By Easter 2010 we will have opened Andronicas World of coffee at Covent Garden, Excel East and West, and Garden Park Peterborough.[5] Structure Of dissertation:- Developing a theoretical framework incorporating a number of ideas and findings relevant to understand the factors affecting Small medium enterprise entry barriers. In Chapter two a substantial body of literature is presented about different marketing strategies and branding models. In Chapter three, the methodology used in research concerned with entering market and brand development is presented. A qualitative research is proposed with the elaboration of focus groups. The use of a guide for the moderator was needed in order to help the researcher to put the research question in parallel with the topics to probe. Also the codification technique is used to organize the information later on. Finally, Chapter four presents the findings of this dissertation, giving an explanation of what the factors influencing the marketing strategies of any small medium enterprise. It also presents a comparison between the factors extracted from different authors and the ones found in this research evoking interesting potential directions for further research. Literature Review â€Å"Perception is strong and sight weak. In strategy it is important to see distant things as if they were close and take a distant view of close things†[6] This chapter is based on brief explanation about how strategies are formed and how they are implemented for any organisation in order to become successful and survive. Strategy is one of the key elements and a major concern for any organisation for its survival in future. Here in this chapter we are trying to explain various theories and concepts that have been put forward. Why Strategy? â€Å"Like politics, strategy is the art of the possible; but few can discern what is possible†.[7] Strategy in terms of business means planning how to reach the objectives of the company and how the planning should be implemented. â€Å"Strategy is a the pattern of major objectives, purpose or goals and essential policies or plans for achieving those goals, stated in such a way as to define what business the company is in or is to be in and the kind of company it is or is to be† Andrews (1971). In simpler terms can be explained as â€Å"The strategy of the firm is the match between its internal capabilities and its external relationship. It describes how it responds to its suppliers, its customers, its competitors and the social and economic environment within it operates† Kay (1993). Andrews definition clearly identifies two different processes, formulation and implementation, and the interrelation between these two concepts. â€Å"Strategy as the determination of the basic long term goals and objectives of the enterprise and the adoption of the courses of action and allocation of resources necessary for carrying out those goals† Chandler (1962) Mainly strategy is maintained at three main levels in any organisation. Internal Resources: It means the capital and the investments in the business, employees and their skill sets are resources for the company. To make most of these resources a proper strategy needs to be implemented, and that helps organisations to make most of the resources and that helps to survive and stay in the market. External environment within which the organisation operates: Environment means every aspect external to the organisations. Its not only the economic and political situations but also competitors, customers and suppliers. Organisations need to develop strategies that are best suited to their strengths and weaknesses in relation to the environment in which they are operating. According to Mintzberg H (1987) Environment is so uncertain, particularly in global level, that it may be impossible to plan a long term strategy. This may need to be crafted, i.e. built up gradually through a learning process involving experimentation. Strategies need to be devised to cope with such difficulties The ability of the organisation to add value to what it is doing presently: To ensure long term survival an organisation must take the supplies it brings in, add value to these through its operation and then deliver its output to the customer. The purpose of the strategy is to bring about the conditions under which the organisation is able to create this vital additional value. The strategy that is formulated should also ensure that the organisation adapts the changing circumstances. Strategy of a business is in cooperation with art and a science. Particular strategy will not be appropriate for all the cases. Small and medium companies coming into existence has increased substantially over a period of time. Marketing situation is completely different in small to medium enterprise then larger corporations. Gilmore, Carson and Grant (2001) use the limitations for companies to explain the differences. The limitations are capital, time, marketing knowledge and limited impact on the market place. Marketing strategy in terms of small and medium firms is lot different than multinational and larger firms. According to Gilmore (2001) marketing is casual, amorphous, reflex, and is build in the lead and in compliance to industry norm. Small and medium sized organisations are a very diverse faction. The strength of the company does not decide the purpose and goals of the organisation. This wide range of Small medium organisations can be categorised hooked on three groups Child-, Dwarf- , and pygmy- companies Brytting(1998). This categorization is done on the foundation of organisations ambitions and potential of expansion. Child companies are undersized because they are newly taking place. These companies are on the rise, resolve with time and the right resources increase beyond their present size. Dwarf companies are small because of internal issues. A dwarf company is disabled with its undersized manpower. This type of business needs to develop or else reshuffle in order to be ready for action. Pygmy companies are small because that is most suitable size. Pygmy companies are small because they dont try to grow. They are cost-effective and economical in their current size. Growth is generally qualitative because organisational expansion is not attractive. According to Bryttings (1998) categories give three reasons to give explanation why a company is small. The company is small because it is a new entrant, some is wrong with in the organisation or, it is designed to be small. In marketing a niche brand is strong within its market division, but small in unconditional terms (Doyle 1990). Companies that come under this category can be highly cost-effective without a large share of the market. According to Doyle (1990) it is possible for a small or medium company to receive comparatively better returns on investment then ratio then rest of the market leaders. Bergvall (2001) explains the fact how small and medium sized companies can be successful in their own markets. A small company is more supple and are innovative as they are physically more closer to customers/ market (Bergvall 2001) .Smaller organisations are have a flatter structure in size, that makes decision making process simpler. In current management view, marketplace is captured by communication and exchange of assets involving network partners (Norman Ramirez1998). Drucker (1974), the honoured management guru said â€Å"doing things right,† or efficiently, could not save the company when it was not â€Å"doing the right things† Both operations and strategic management must be done well to be successful, to gain and maintain a competitive advantage. When the world is changing, managers need to share some common view in the new world. Otherwise, decentralized strategic decisions will result in management anarchy. Strategy has both pros and cons: Strategy sets trend: At present this statement has uniformly advantages and disadvantages. The key function of the strategy is to map the road of a business in order to find the approach cohesively all the way through the situation. But the drawback is that occasionally strategic decision can also serve as a set of blinders to hide potential dangers. Strategy focuses effort: Strategy tries to build and promotes team work in an organisation, lacking strategy it can happen that the employees start running in different directions. The drawback on this is faction arises when attempt is too carefully determined, that results in avoid Analysis of Strategies for Expansion into UK Analysis of Strategies for Expansion into UK Introduction Research Content:- Over the last few decades, there has been a tremendous growth in the volume of business. A number of new players have entered the business world and as a result there is fierce competition making survival very difficult. Therefore it is imperative that Companies establish a sustainable competitive advantage over other competitors. One key strategy that companies have often adopted to sustain in the long term is continuous growth to become recognised brand and dominant that they can set the agenda. Thus we see huge multi-national corporate in various sectors particularly in retail, food and beverages that are dominant and sometimes act as monopolies. However, pursuing a strategy of growth simply does not mean that corporate can expand their businesses, survive and remain successful. In the past, many organisations have adopted various strategies and implemented all of them but have failed. This is because like any other strategy, growth strategies must be carefully formulated and prop erly implemented. If not, there could be severe consequences. There are many organisations particularly in the UK that are aspiring to expand their presence. However, a number of huge western based multi-nationals exist that are dominant and follow entry deterrence strategies such as patents, limit pricing, cost advantages, aggressive advertising and marketing etc, in order to prevent other organisations from taking their market share or eroding their margins. We shall study in this dissertation, the growth strategies that such emerging organisations adopt and implement to capture the markets and also see how they encounter the indirect entry barriers imposed by the giant multi-nationals. Aims Objectives The Goal of this dissertation is: to analyse the various strategies that can be composed by an organisation and the ways that they should be implemented; to list the various possible outcomes that can be achieved by an organisation with proper planning and implementation of a strategy; to study the reasons why it is important for organisations to plan and have alternative strategies Even though many companies form strategies and implement them, not all of them may succeed. So, why do companies fail to achieve their objectives with the implemented strategies. The main purpose of this research would be based on Andronicas World Of Coffee (AWOC), the way they work on the strategies they plan and the implementation process to make it a success. A Study would be done on the problem that they have faced and are facing in the present and the past while implementing their Retail business strategies to become a recognized brand. The objective is to complete the study with all the required literature review and theory which relates to strategies formulation and implementation. Analyses the reasons, motives, process and other aspects related to strategies formulation and implementation. The main objective is to have a brief study on how Andronicas- world of coffee has planned its strategy and has implemented it, in order to enter highly competitive market of coffee chains and become a leading Retailer in UK. Analysis will also be done on the performance of this organisation and the growth achieved in short span of time. The objectives that we aim to explore are given below : To Examine the strategies formulated by Andronicas- World of Coffee for establishing their retail business within UK. To analyse the different steps and ideas they used and implemented for establishing their retail business in LONDON. To find out what Andronicas- World of Coffee was and what it is now after the implementation of its formulated strategy. To study the impact of ongoing Financial crisis on Andronicas as a business. Purpose of Study:- The fast growing competition in business market has raised the need for new markets. This has inspired many small organisations to grow and provided opportunities, for which various strategy needs to be formulated. The purpose of research is on what field a company needs to concentrate and what strategy it should apply in order to enter the highly competitive market. The implementation plans of company play a vital role. Even though strategies are planned well but some companies fail during the implementation process, this is because of improper communication/ short term plans. The implementation process needs to be monitored very carefully. The purpose of the study is to identify the strategies that organisations plan and the way they try to implement it. The main aim of this study is to describe a method that can be adopted by Small medium enterprise to enter a highly competitive market that is already dominated by big market players with the Example of Andronicas -World of Coffee. Managers and leaders of companies are constantly involved into decision-making. They use different types of strategy to ensure that their business not only survives but brings profit. . Strategic ideas are relevant for all types of organization, and many of the key issues are the same although they may differ in their relative significance. All businesses in the competitive environment are affected by strategy and strategic issues if not their own, then those of the competition or the external environment[2]. Long-term strategic success requires coordination of the managers efforts and effective structure of the managerial department of the company. Introduction to the Industry Coffee makes us severe, and grave, and philosophical Jonathan Swift, 1722 Possibly the cradle of mankind, the ancient land of Abyssinia, now know as Ethiopia, is the place where coffee was born. In todays world beverages sector comprising of coffee as a sub sector is one of the key segments of the economy having extensive and forward and backward linkages with other key segments of the economy. According to the latest coffee statistics from the International Coffee Organization (ICO), we pour about 1.4 billion cups of coffee a day worldwide. In fact when we look at per capita coffee consumption, the U.K. is #22 on the list with about 5 kilograms of coffee per person per year[3]. The coffee industry has grown rapidly since the 1990s; before Starbucks emerged, people were used to drinking low quality coffee from tins. Starbucks introduced fresh coffee made from top quality beans that have excellent taste and drinks such as the caffe latte and cappuccino, which have helped to fuel the development of the coffee market into a multi million pound industry. The size of UK branded coffee chains have quadrupled from 1999 to 2004, with a current market turnover of over  £1 billion. However, Britains coffee may finally be taking a new direction. Take a walk through London and youll see a rash of trendy independent coffee houses, with blackboards boasting of freshly roasted, Fair Trade beans and organic milk. Retail sales at specialist coffee shops reached  £1 billion for the first time in 2007 and were almost  £1.2 billion in 2008. High street chains such as Costa Coffee, Starbucks and Caffe Nero are also performing well, with 890 new branches of branded coffee shops expected to open before 2012, but they are upping their game to meet our rising expectations. Jeffrey Young, of the consumer analysts Allegra Strategies, says: â€Å"Were seeing a movement to a stronger coffee palate. People say that their Starbucks is not strong enough, that Nero is stronger than their Costa. Thats something that no one was talking about ten years ago. There has been a massive revolution in coffee drinking, from drinking instant or filtered in a polystyrene cup a decade ago to espresso-based drinks made from 100 per cent Arabica beans today.† UK being an upcoming market for coffee shops, with an estimation of more than 11000 outlets opened so far and number still increasing. The total turnover of the whole coffee industry is estimated to be over  £1.63 billion for year 2009.[4] Estimations for year 2010 are expected more than 13000 coffee shops, including small, medium and independent businesses Introduction to Andronicas World of Coffee (Source: Andrew Knight) Form of Ownership: -Andronicas Coffee is a private limited company whose entire share capital is under the control and ownership of Andrew Knight. Andronicas Coffee a coffee roaster/ supplier vertically integrated, accessing green coffee at source, roasting and processing through to the point of sale, via either catering or retail industries and including the equipment required to produce the finished drink. With a 25year history of selling, serving and operating retail outlets, adopting the best of both the Seattle and European model. Focused now on trade sales identifying customers whose ideals of quality, taste and service, expectation are at the top end of the market and who see outlet expansion as the driver for their business. Promotion of our brand identity is important but secondary to the overall success and profitable growth of our business. To develop staff skills and competence to recruit to fill any gaps and to take the opportunity forward, always keeping in mind the potential property opportunity as it arises and being in a position to take it up. Maintaining our commitment to re-invest each year across marketing , new plant, product development and if appropriate acquisition i.e. office coffee service. Not to lose sight of what we have in the pursuit of what we want. Strive to do what we do better always. The company commenced business as a retailer of real coffee in the Kensington department store, Barkers in 1979. The addition of a tasting facility lead to our first conflict the restaurant manager unhappy that we should be offering a free tasting to his potential customers as they walked through the door resulted in some initial difficulty. The compromise reached with the store manager was that we could charge for our sample. This led us to operating one of the first espresso bars in London. It was popular with both the store and customers in equal measure, was extremely profitable, our rent being based on a percentage of sales and led directly to the opportunity to replicate the model at a second House of Fraser store in Londons Victoria, just 18 months after the Kensington store opened. At this time we had installed a small coffee roasting machine. This brought a multiple benefit; vertical integration, aroma at the point of sale, credibility and increased profit. When House of Fraser invited us to open a third site at Rackhams of Birmingham, it was at the banks suggestion that we should try for our own site. This led to acquiring a lease at 15 St Johns Wood High Street in 1983. We had by this time embarked on the wholesale side of coffee supply to local restaurants and with the acquisition of the lease at St Johns Wood installed a 25 kilo professional coffee roasting machine in order to become self sufficient with our coffee. We considered franchising as a possible means of further expansion. The St Johns Wood shop was the ideal coffee shop model; a catering led operation, roasting on-site, front and rear access and space for an office. By now the coffee shop offer was growing to include a lunch-time dish of the day. It was around 1988, we received the disappointing news, Barkers was to be redeveloped and all concessions were given 6 months notice to quit. Certainly this was a rude awakening, how quickly 6 months goes. So we acquired the lease of another shop nearby in Kensington Court and then had four sites, all trading in profit, each slightly different. Just as we had spare space in St Johns Wood, so too a basement in Kensington allowed for the acquisition of a proper factory packing machine, allowed us more control, independence and profitability. As we assessed a way forward at that time, the expansion of the wholesale side of the business appealed more and our view that department stores, not delicatessen shops were the place to sell real coffee to the consumer, that led us to target Harrods, Selfridges, Fortnum and Mason and Harvey Nichols. In order to access funds to finance a production facility, we had to sell the lease on one of the two London shops. The first offer was for St Johns Wood, so that sale allowed us the opportunity to put a production facility in place in a railway arch in Camberwell. The successful conclusion of the contract to supply all Harrods retail coffee resulted in the need to acquire plant machinery, printing and packaging which quickly burnt through the  £120,000 that was paid for St Johns Wood and forced the sale of the Kensington shop to give us sufficient cash flow. (The Kensington shop sale was another fascinating lesson in small business management, but not terribly relevant to this). Suffice to say, the timing of the sale was perfect and ultimately led to the opportunity to acquire the freehold of Great Eastern Street. Having successfully become the supplier to Harrods, we added the exclusive supply of coffee by catering and retail to Harvey Nichols (that was juggling) and Selfridges. Today even fifteen years later, we are still in that happy position and whilst we only supply a few fringe coffee beans to Fortnum Mason, as the family owning the store also own Twinnings, we count that as quite an achievement. Our luckiest break on the catering supply side was to supply an espresso machine and coffee to the first Cafà © Rouge also around 1989. This company went on to expand to 120 sites nationally, acquired the Dome chain and instigated the idea of a restaurant being willing to sell a cup of coffee at any time of day. A bit like Barkers, the news in 1995 that Pelican Group was acquired by Whitbread, owners of Costa Coffee, came as a disappointment. Even then it took Costa three years to take the coffee and machine contract away from us. Another major customer is AMT Espresso Bars, established in Oxford around 1993, they had two coffee carts when we discovered the operation. Here were three brothers, passionate about their business and their coffee our coffee. Today with 43 bars nationally focussed in railway stations, there coffee sales are quite remarkable, though naturally confidential. All this brings us to the point. We have helped a number of high profile customers achieve consistent record sales of real coffee our real coffee, but nobody knows, nobody has even heard of Andronicas. (Our coffee produces over 50 million cups annually). We want to continue to develop the business as it is. Continue to sell, supply and develop coffee sales in all of these customers under their brand, but additionally and to different customers we want to sell our brand. The historic and existing business being the income stream to support the next opportunity, but which must remain the primary focus, i.e. the existing business can in no way be jeopardised by the plan for the Future. Our growth might well be limited by that fact, but there is always tomorrow. Our experience and strength are bound up in a passion for the product. From the grower and processor, we import only the finest beans, anybody can say it and they all seem to, even Kenko (part of Kraft Foods) but we have seen their factory and others like it. When you grind their coffee beans they look just like mine. Statistically the UK imports very little fine coffee, so somebody is lying. As always it comes down to money. Today I can buy Arabica coffee for  £1,000 per metric tonne. We actually pay around  £1,800 per tonne so naturally we get something much, much better. It really is that simple. We can only afford to pay more because our customers have the same view, they are willing to pay more because they in turn are saying the same to their customers and so it goes. Be it retail or catering pay more, get better, pay less, get worse. It will always be easy to drive down the price; always it will be pointless. So we have the best green beans, now we have to roast them. Our processing plant is equipped to roast coffee in batches of 1, 12, 60 and 120 kilos. This flexibility is of key strength, but more important than that, immediately after roasting, our coffee is securely packed, excluding all the oxygen immediately. This is only possible with state of the art valve packaging equipment. Whether nitrogen or vacuum packed removing the oxygen is critical to the aroma, taste and life of the coffee. NB you cannot vacuum real coffee twice, it only works when freshly roasted. The public does not understand this fact at all. The third critical ingredient to great coffee we will call the barista, the person who makes the coffee. If person one, the grower, person two, the roaster have not done their job, number three cannot win. However even when one and two have done their job correctly, number three can destroy it. So coffee the nectar of the gods, requires the skill resource and commitment of at least three people to achieve greatness. Given the consumption of coffee in just the UK alone exceeds 150 million cups per day, the scale of both the challenge and the opportunity can only be marvelled at. Andronicas core skill is in understanding the variables and bringing their expertise to endeavour to help the consumer make great coffee. Be it through bars serving it by the cup or at home made by a myriad of equipment from the simple French pot, the sophisticated Italian espresso machine, a German filter system, a Turkish pot or the elegant cafetiere. Going back to the bars, todays fashion is for espresso-based drinks and the machines used to do this form an important part of the companys business model. Espresso machines used extensively in every modern catering environment are a key opportunity to develop new business and a great opportunity to build long term customer relationships, through service, maintenance, training and lead to the identified opportunity here ‘ BRANDING. Traditionally a bar serving espresso purchases beans packed in kilo bags. This is emptied into a hopper feeding the grinder; the coffee is therefore nameless. In order to identify the brand at the point of sale, the outlet might well be given china cups that bear the brand of the coffee roaster. Our idea is to change the pack from bag to tin. Instead of emptying the bag of beans, a 2-kilo tin replaces the unbranded hopper. Vacuum packed at the factory this tin allows us to identify our brand at the point of sale. The additional supply of branded cups, china or paper, and other point of sale material, to get the message across at the time the product is being consumed. This should therefore be self-financing. Accepting that our brand is of no commercial value yet, the means to achieve the trade sale is to additionally personalise the 2 kilo caddy with the clients outlet brand. In other words Andronicas Coffee at †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Our desire then is to sell our coffee to a new group of trade customers where they are keen to sell the product as Andronicas Coffee. This in itself is not difficult. Coffee is a competitive market, our history, experience and resource make it a relatively straight-forward proposition. An investment in manpower, accessories to support the offer, the process is essentially similar to our current programme. Moving beyond this, the reason for creating the brand in the first place is to get back to our retail roots and to create value in Andronicas Coffee as a brand and therefore as a business. We have already indicated that access to market in the retail arena is through supermarkets, departments stores, speciality coffee retailers or mail order. Our view is the supermarkets are not an appropriate route for our company taking account of our existing customer base, our size and brand recognition. We are established in retail through department stores and therefore any activity to promote our coffee would be like shooting yourself in the foot. Speciality coffee retailers are unlikely to support our brand and are in any event a fragmented group, which brings us to mail order. Back-tracking a moment picture a coffee salesman visiting an espresso bar. His objective is to persuade the bar owner to change coffee suppliers. Having made that change and assuming everything the salesman says is true, one would have every reason to suppose that espresso bar owner would continue to purchase a case of espresso beans every week indefinitely. That is what Andronicas does, it persuades espresso bar owners it has great coffee, will not change the blend, will deliver consistently what they require, will not change the offer, price or any fundamental. Allowing him to offer his customer the same and build his business to such an extent he may open a second espresso bar. Who is he going to call? Picture if you would just for the exercise, a salesman in a car showroom. Imagine for a minute the different objectives of both these sales people. One wants a sale now, today. The other wants a sale indefinitely. They both come from the same place, they are both going somewhere entirely different. Now back to our retail opportunity. The consumer is a little like our espresso bar owner. They want great coffee, easily accessible, at good value for money, consistently. The supermarket fulfils that need extremely well. The only thing missing is the romance. There is no romance with supermarket coffee. We might all like the coffee specialist, but we dont have the time and there is no consistency. Mail order might be able to fulfil these objectives, but the cost of finding these potential customers would be excessive. However if the offer was good and met the requirements, it is conceivable such a person could purchase one 250g tin every week, for ever more.. Just like our espresso bar owner. Buying direct from the roaster, who is also the importer, is the romance. Operationally for us this is simple. The clever or difficult part is identifying those one in ten UK coffee drinkers who really do only drink real coffee at home. Events. Picture if you would any day out you have been on. A county show, a day at the races, museums, air shows, Henley, Wimbledon. We dont even expect a great coffee and we are still disappointed. Imagine being at one of these events and being served a great cup of coffee. Yes, it is possible. Might you think I wish I could get coffee like this at home. That is where we want to get to. Serving coffee in locations, the expectation is low, making a great drink and converting the customer to a mail order user. Difficult as it may be, the beauty of the idea is they are going to pay for the tasting and so building this opportunity should be self-financing and by focussing on this avenue to the consumer, we should not alienate our existing trade customer further we are establishing the brand recognition of Andronicas Coffee to his and our benefit. Andronicas world of coffee 4th floor Harrods Knightsbridge, is a concept Gourmet Coffee shop, where Term Freshly Roasted means just that. Here green coffee beans are roasted to customers specifications in the desired quantity. Having identified, what we consider the right ingredients for the perfect coffee shop, we are focused on the other locations where the concept would be appreciated. By Easter 2010 we will have opened Andronicas World of coffee at Covent Garden, Excel East and West, and Garden Park Peterborough.[5] Structure Of dissertation:- Developing a theoretical framework incorporating a number of ideas and findings relevant to understand the factors affecting Small medium enterprise entry barriers. In Chapter two a substantial body of literature is presented about different marketing strategies and branding models. In Chapter three, the methodology used in research concerned with entering market and brand development is presented. A qualitative research is proposed with the elaboration of focus groups. The use of a guide for the moderator was needed in order to help the researcher to put the research question in parallel with the topics to probe. Also the codification technique is used to organize the information later on. Finally, Chapter four presents the findings of this dissertation, giving an explanation of what the factors influencing the marketing strategies of any small medium enterprise. It also presents a comparison between the factors extracted from different authors and the ones found in this research evoking interesting potential directions for further research. Literature Review â€Å"Perception is strong and sight weak. In strategy it is important to see distant things as if they were close and take a distant view of close things†[6] This chapter is based on brief explanation about how strategies are formed and how they are implemented for any organisation in order to become successful and survive. Strategy is one of the key elements and a major concern for any organisation for its survival in future. Here in this chapter we are trying to explain various theories and concepts that have been put forward. Why Strategy? â€Å"Like politics, strategy is the art of the possible; but few can discern what is possible†.[7] Strategy in terms of business means planning how to reach the objectives of the company and how the planning should be implemented. â€Å"Strategy is a the pattern of major objectives, purpose or goals and essential policies or plans for achieving those goals, stated in such a way as to define what business the company is in or is to be in and the kind of company it is or is to be† Andrews (1971). In simpler terms can be explained as â€Å"The strategy of the firm is the match between its internal capabilities and its external relationship. It describes how it responds to its suppliers, its customers, its competitors and the social and economic environment within it operates† Kay (1993). Andrews definition clearly identifies two different processes, formulation and implementation, and the interrelation between these two concepts. â€Å"Strategy as the determination of the basic long term goals and objectives of the enterprise and the adoption of the courses of action and allocation of resources necessary for carrying out those goals† Chandler (1962) Mainly strategy is maintained at three main levels in any organisation. Internal Resources: It means the capital and the investments in the business, employees and their skill sets are resources for the company. To make most of these resources a proper strategy needs to be implemented, and that helps organisations to make most of the resources and that helps to survive and stay in the market. External environment within which the organisation operates: Environment means every aspect external to the organisations. Its not only the economic and political situations but also competitors, customers and suppliers. Organisations need to develop strategies that are best suited to their strengths and weaknesses in relation to the environment in which they are operating. According to Mintzberg H (1987) Environment is so uncertain, particularly in global level, that it may be impossible to plan a long term strategy. This may need to be crafted, i.e. built up gradually through a learning process involving experimentation. Strategies need to be devised to cope with such difficulties The ability of the organisation to add value to what it is doing presently: To ensure long term survival an organisation must take the supplies it brings in, add value to these through its operation and then deliver its output to the customer. The purpose of the strategy is to bring about the conditions under which the organisation is able to create this vital additional value. The strategy that is formulated should also ensure that the organisation adapts the changing circumstances. Strategy of a business is in cooperation with art and a science. Particular strategy will not be appropriate for all the cases. Small and medium companies coming into existence has increased substantially over a period of time. Marketing situation is completely different in small to medium enterprise then larger corporations. Gilmore, Carson and Grant (2001) use the limitations for companies to explain the differences. The limitations are capital, time, marketing knowledge and limited impact on the market place. Marketing strategy in terms of small and medium firms is lot different than multinational and larger firms. According to Gilmore (2001) marketing is casual, amorphous, reflex, and is build in the lead and in compliance to industry norm. Small and medium sized organisations are a very diverse faction. The strength of the company does not decide the purpose and goals of the organisation. This wide range of Small medium organisations can be categorised hooked on three groups Child-, Dwarf- , and pygmy- companies Brytting(1998). This categorization is done on the foundation of organisations ambitions and potential of expansion. Child companies are undersized because they are newly taking place. These companies are on the rise, resolve with time and the right resources increase beyond their present size. Dwarf companies are small because of internal issues. A dwarf company is disabled with its undersized manpower. This type of business needs to develop or else reshuffle in order to be ready for action. Pygmy companies are small because that is most suitable size. Pygmy companies are small because they dont try to grow. They are cost-effective and economical in their current size. Growth is generally qualitative because organisational expansion is not attractive. According to Bryttings (1998) categories give three reasons to give explanation why a company is small. The company is small because it is a new entrant, some is wrong with in the organisation or, it is designed to be small. In marketing a niche brand is strong within its market division, but small in unconditional terms (Doyle 1990). Companies that come under this category can be highly cost-effective without a large share of the market. According to Doyle (1990) it is possible for a small or medium company to receive comparatively better returns on investment then ratio then rest of the market leaders. Bergvall (2001) explains the fact how small and medium sized companies can be successful in their own markets. A small company is more supple and are innovative as they are physically more closer to customers/ market (Bergvall 2001) .Smaller organisations are have a flatter structure in size, that makes decision making process simpler. In current management view, marketplace is captured by communication and exchange of assets involving network partners (Norman Ramirez1998). Drucker (1974), the honoured management guru said â€Å"doing things right,† or efficiently, could not save the company when it was not â€Å"doing the right things† Both operations and strategic management must be done well to be successful, to gain and maintain a competitive advantage. When the world is changing, managers need to share some common view in the new world. Otherwise, decentralized strategic decisions will result in management anarchy. Strategy has both pros and cons: Strategy sets trend: At present this statement has uniformly advantages and disadvantages. The key function of the strategy is to map the road of a business in order to find the approach cohesively all the way through the situation. But the drawback is that occasionally strategic decision can also serve as a set of blinders to hide potential dangers. Strategy focuses effort: Strategy tries to build and promotes team work in an organisation, lacking strategy it can happen that the employees start running in different directions. The drawback on this is faction arises when attempt is too carefully determined, that results in avoid