The Refractive Index

The refractive index Aim: The aim of this experiment is to find the refractive index of a glass prism. In this experiment, the independent variable is the angle of incidence, and the dependent variable is the angle of refraction. Theory: Snell’s law relates the angle of incidence and refraction to the ratio of the velocity of the wave in the different media. The formula for Snell’s law is the following: Sin isinr = v1v2 = n Where i is the angle of incidence, r is the angle of refraction and v1 and v2 are the velocities of the wave in different media and n is the refractive index.Light refracts when it passes from one medium to another. The ratio of the velocity of light in the two media is called the refractive index. Materials and method: For this experiment we used a half glass circle attached on the center of a laminated paper with a drawn circle around it, a blue/violet laser with a wavelength 447nm and a wood block. First we started by placing the flat side of the half glass circle attached to the paper in front of the laser. Depending on the angle we wanted to find, we used the drawn circle on the paper to decide where to put the laser on the half side of the drawn circle.The angles of incidence we used were 10 °, 20 °, 30 °, 40 °, 50 ° and 60 °. First we measured the angle of incidence, where we placed the wood block perpendicular to the ray. To control the variables, the laser should have the same wavelength for all the angles to get the same refractive index and the ray should hit the center of the glass circle, so to check that the ray hits the center of the glass circle, we placed a wood block at the angle of reflection to see if the angle of reflection is the same as the angle of incidence, because we know that the angle of incidence is equal to the angle of reflection.Another thing which makes it easier to hit the center of the glass circle is by placing a paper on the flat side of the circle and see if the ray hits the ce nter of the circle and by placing the wood block perpendicular. Then we measured the angle of the refraction on the other half of the drawn circle, where we again placed the wood block perpendicular. We measured the angle of refraction by looking perpendicular down from the wood block, to see close where the ray hits the wood block, to see more precise where the angle of refraction is.We repeated this method for all the different angles of incidence and repeated every angle two times. D 2 1 2 You write â€Å"to control the variables† which variables? You should mention the wavelength and the hitting the center explicitly as variables to be controlled and why. Results: Angle of incidence  ± 0. 1 °| Angle of refraction1  ± 0. 1 °| Angle of refraction2  ± 0. 1 °| Angle of refraction3  ± 0. 1 °| 10 °| 6. 9 °| 7. 1 °| 7. 0 °| 20 °| 13. 6 °| 13. 5 °| 13. 5 °| 30 °| 20. 0 °| 20. 1 °| 20. 0 °| 40 °| 25. 6 °| 25. 8 °| 25. 7 °| 50 °| 30 . 7 °| 30.  °| 30. 8 °| 60 °| 35. 9 °| 35. 9 °| 36. 0 °| Example: First we find the average and uncertainty for the angle of refraction: 7. 2- 6. 8 2 =  ± 0. 2 ° Angle of incidence  ± 0. 1 °| Average angle of refraction ± 0. 2 °| 10 °| 7. 0 ° | 20 °| 13. 5 ° | 30 °| 20. 0 ° | 40 °| 25. 7 ° | 50 °| 30. 8 ° | 60 °| 35. 9 ° | The refractive index: We know that the formula is sinisinr = v1v2 = refractive index, so by applying the information we know to the formula, we can find the refractive index. Example: Uncertainty for refractive index: ( sin(10. 1)sin(6. 8) – sin (9. )sin(7. 2) )/2 =0. 045 ?  ± 0. 05 sin(10 °) sin(7. 0 °) = 1. 42  ± 0. 05 Angle of incidence  ± 0. 1 °| Angle of refraction  ± 0. 2 °| Refractive index| 10 ° | 7. 0 °| 1. 42  ± 0. 05| 20 °| 13. 5 ° | 1. 47  ± 0. 03| 30 °| 20. 0 ° | 1. 46  ± 0. 02| 40 °| 25. 7 ° | 1. 48  ± 0. 01| 50 °| 30. 8 ° | 1. 50 ± 0. 01| 60 °| 3 5. 9 ° | 1. 48  ± 0. 01| Refractive index Intervals: Angle of incidence  ± 0. 1 °| Refractive index intervals| 10 ° | 1. 37 – 1. 47| 20 °| 1. 44 – 1. 50| 30 °| 1. 44 – 1. 48| 40 °| 1. 47 – 1. 49| 50 °| 1. 49 – 1. 51| 60 °| 1. 47 – 1. 49| DCP 2 2 2 Conclusion:From the table we can see that there is no interval, where at least one number from each interval is included. The consequences of the small angles are more serious than the bigger angles. Snell’s law states that no matter what the angle of incidence is, the refractive index would be the same. From the results I gained (disregarding the angle of incidence equals to 10 °), I can state that Snell’s law is confirmed in this case. Evaluation: The method has some weaknesses. The glass prism is not exactly in the center of the drawn circle, which is why the results are not quite correct.There might also be some misreading when reading the small angles, that has leaded to that the small angles of incidence’s results are a bit uncommon and almost an outliers, but overall reading the angles could be one of the errors too. Suggestions: It would be better to glue the glass prism more precise in the center of the circle, so that the result would be more precise. Another thing to improve the method is by using a Vernier gauge to measure the size of small distances more accurate. CE 1 2 2 The one because the meaning of the red sentence is not clear! Very well, this is your best up to now. grade 7

Positioning Strategy of Grameen Phone

Positioning Strategy By creating product, service, channel, people & image differentiation Grameenphone reach the consumer touch point more effectively & efficiently in comparing with their competitors in the highly competitive telecommunication sector. 1. Product Differentiation: Network (best, quality): Grameenphone has the largest network with the widest coverage around the country, bringing 98 percent of the population under the coverage of its network. The entire Grameenphone network is also EDGE/GPRS enabled, allowing GP subscribers to access the Internet from anywhere within its coverage area.The 10,000 Base Stations are located in about 5,700 sites around the country. The company has so far invested more than BDT 10,700 crore (USD 1. 6 billion) to build the network infrastructure since its inception in 1997. It has invested over BDT 3,100 crore (USD 450 million) during the first three quarters of the current year while BDT 2,100 crore (USD 310 million) was invested in 2006 al one. Grameenphone is implementing an aggressive roll-out program by installing new network elements with an emphasis on maintaining quality service.A number of steps are being taken to identify the problems spots in the network in order to constantly improve quality. Special efforts are being taken to constantly monitor and ensure network quality in the urban areas. In Dhaka and other major cities in- building coverage solutions and microcells have been deployed to provide improved coverage in important high-rise buildings and busy street junctions. 2. Service Differentiation: Business Solutions is a complete, quality business communications service from Grameenphone – designed especially for the business community in Bangladesh.Their Business Solutions teams are here to help provide their customers with customized telecommunications solutions through consultation with their customers. Messaging Services GrameenPhone have various messaging services allow the customers ways to communicate smarter, faster, more efficiently and more cost- effectively on the go. SMS (Short Message Service): Fast and affordable messaging through SMS. Send a SMS to any mobile phone in Bangladesh and to more than 115 countries with their international SMS service. Voice SMS: Save time and personalize message through a voice SMS.This service provides the flexibility to record it up to 120 seconds of audio – MMS (multimedia messaging): The MMS service provides to take pictures customize it with animation, music, video clips and send it across the globe within seconds. Cell e-mail: Send emails without a computer. With cell e-mail, Customers have the facilities to e-mail any GP number through an SMS and email any PC across the globe. SMS Banking: Enjoy hassle-free account updates from renowned banks like Standard Chartered Bank, BRAC Bank, Bank Asia, etc. Customer ServicesGP strive to take care of their customers all telecommunications needs. Key Account Managers and Custom er Service Managers are assigned to provide prioritized service to Business Solutions subscriber’s right from the beginning of the relationship. Priority Service GP believe in the importance of human touch in the business world. As they step into third year of providing innovative communication solutions, Business Solutions aims to provide enhanced priority services. Prioritized Hotline 121 Enjoy prioritized customer service by simply dialing 121.Dedicated customers care managers are available round-the-clock, 24 hours a day and 7 days a week only to serve. Business Solutions postpaid subscribers can call 121 absolutely free of cost. Value Added Services Take customer business to new heights. Business Solutions pioneers in introducing state of the art Value Added Service to help. Missed Call Alert Missed Call Alert and get SMS notification of the attempted call when phone was off. To subscribe the service, type on and send to 6222. Stock Information The latest updates of the Dhaka and Chittagong Stock Exchange are now in consumer palm.To avail this service, go to GP WORLD (wap. gpworld. com), then Business City, and download the Bull application. 4. Channel Differentiation GP gain competitive advantage through the way they design their channels coverage expertise & performance. 3. People Differentiation: Almost half the total number of employees of GrameenPhone Ltd. today (Tuesday), participated in the company's biggest customer care program to date. â€Å"This customer service campaign follows up on the â€Å"Stay Close† promise from GrameenPhone.As a caring company, GrameenPhone values its subscribers, stands by them and takes care of them when they need help,† explained GrameenPhone CEO Anders Jensen. Management Team led by, over 2000 employees, representing most of the functional divisions and all the regional offices of GrameenPhone, spent the day interacting with the customers in 124 popular local area markets and important public pl aces across the country. The purpose was to interact with the customers, help them in solving their mobile phone related queries, and demonstrate Grameenphone's commitment as a helpful and customer-oriented company. . Image Differentiation GrameenPhone logo differentiates from the other companies. For that reason customer easily identify them in the market, which is another effective competitive advantages for GrameenPhone. Positioning Statement: Company and Brand Positioning should be summed up in a positioning statement. GrameenPhone positioning statement is â€Å"Stay Close† which explain that customer can easily express their emotion with their close relatives & friends through using GrameenPhone.

Architecture and Challenges in Computing

The report will discuss in detail about the concept of cloud computing and how it impacts the business in a different manner these days. Therefore, in the process of understanding the power of cloud computing, it is important to have more clarity about streamlining the processes of IT which make the whole process more convenient. However, it is important to understand that it is not easier to rush into the whole process (Aljabre, 2012). Right before, making the changes, it is also crucial to ask some relevant questions and also understand the pros and cons of the process. Cloud computing is being used like never before, and there are organizations of every kind and sizes that adapt the newer technology which helps business to work in an efficient manner. Some industry-based experts who also believe that the system will only continue to develop even further in coming future. The concept of cloud computing is also very advantageous for some mid-size as well as big organizations. As discussed, there are certain disadvantages as well of the process with the opinion to assist many establishments completely understand the process in a proper manner (Aljabre, 2012). There is the detailed discussion of advantages as well as disadvantages of cloud computing with an opinion to assist these kinds of establishments by having complete clarity about the concept of cloud computing. The objective of the report is to understand the advantages and disadvantages of cloud computing clearly. Since cloud computing comes with some advantages for the businesses however companies cannot completely depend on it, and there are some disadvantages as well, and it is crucial to completely understand the concept of business as well as technology which is based on service providers. The concept of cloud computing can be defined as the providing on-demand resources related to computing, and it is also important to understand that everything from some applications to a different base of data can be applied here on the internet. This is done with the help of on a pay for usage basis. Companies like Microsoft and the Amazon are some of the biggest names in providing cloud computing system and also offer the same kind of definition. This also means the concept can utilize the internet in the place of a hard drive in the computer to access the remote servers and also some effective processors that have the ability to perform an intensive storage functions over the internet (Subashini and Kavitha, 2011). There are different kinds of clod computing programs discussed in detail below: Infrastructure based service: this concept consists of the basic blocks that help in building cloud computing and information technology structure as well as also provides access to a number of networking based characteristics. It also consists of data based storage spaces as well as a number of computers. The system also provides companies with high flexibility level and overall control on management over a number of resources in IT, and it is also quite same to the present resources of IT that any department or developer can be familiar with at the present time. Platform as a main service: this kind of system eliminates the requirement for companies to manage the basic level of infrastructure that usually based on operating systems and hardware. Also, it also permits companies to pay attention to the process of deployment and also manage the application in an effective manner (Marston et al., 2011). This further assists them to be more effective as it doesn't require to take any tension about the resource based procurement process, or planning of the capacity, maintenance of software or any other different and heavy lifting which requires involvement in running the overall application. Software as the main service: this can be treated as a finished product that is managed by a number of different service providers. In many cases, it is important to refer the software as the main service that can be referred to software as the main service provider and it can refer to the end-user based applications. With this kind offers there is no requirement to think about how services can be maintained as well as the overall infrastructure can be properly managed. It is important that users only require basing whole research on the specific piece of software. There are some common examples of the system like website based emails. Here these emails are received and further sent without properly users that can manage characteristic in addition to the product and also maintain different servers as well as operating systems that is based on any program (Marston et al., 2011). Cover over data: while running any application that one can share the photographs with millions of mobile based users and also provide support to the critical kind of functions associated with the business. At the same time, the cloud providers are based on providing a rapid access towards flexible as well as low cost based IT kind of resources. The marketplace online and another kind of cloud provider said that the users usually don't need to make large investments in different kinds of hardware and also provide a lot of time on the heavy lifting of managing the hardware in a perfect manner. Rather, the concept of computing can be treated as a provision which is of the right kind and for the right size of computing the resources which require the power in the new as well as bright ideas that function in many IT departments (Han et al., 2011). When the cloud computing system is used in the right manner and to some extent, it is important while working with information in the cloud can be very profitable for every kind of business. Following are some of the main advantages of this system: Cost based efficiency: the concept of cloud computing is the most cost efficient system in using, maintaining and also upgrading process. While dealing with traditional desktop based software costs, companies spent a lot, and it is associated with finance. Also, the licensing based fees add different users, and this can prove to be quite expensive for the setting up in the concerned department. On the other hand, the cloud is present at an affordable rate and therefore, can lower the expenses of IT in significant manner. Also, there are some one-time payments where pay as one go and another kind of scalable point present that make it further reasonable for the organization (Han et al., 2011). Unlimited storage: storing the data in the cloud provides a lot of storage capacity. Therefore, one needs to worry about completely run out of the storage space or raising the present storage space and its overall availability. Recovery and backup: - all the data is stored in the cloud, and this is why proper backup and restoration of the same is easier than storing the similar kind of physical devices. Also, many cloud-based services providers are normally competent by nature to handle the overall recovery of data in an efficient manner. Automatic integration of software: in cloud computing, software based integration is normally associated with something which happens automatically. This also means that one need to some extra efforts to change and also integrate the applications as per the preference of the customers. These kinds of aspect generally take care of itself and not just that, the concept of cloud computing permits the company to customize the options with ease accordingly. This way, the company can handpick different services and software based applications that one can think of and it also suits the specific enterprise in a proper manner (Low et al., 2011). Comfortable access to data: - once companies get to register to the system, it can easily access the data from any part of the world where there is a proper internet connection. This feature will help in going beyond the present time zone and geographic based locations and related issues. Rapid deployment: Lastly, the process of cloud computing provides different advantages of rapid deployment. When the company goes for this method of operations, the entire system can be completely functional very quickly. At the same time, the time taken here will also depend on the same type of technology that company required for the business (Low et al., 2011). Despite of all above disadvantages, the concept of cloud computing also has some disadvantages which are discussed in detail below: Issues in technical aspect: the fact that information on the cloud can be accessed at any point of time and from any part of the world. However, at times the systems can create a lot of problems. Companies should be well aware of the fact that the technology is always based on many technical problems. In fact, the best kinds of service providers function into kinds of trouble and despite keeping some very high standards for maintaining it properly. The company also must have a strong internet connection to get logged onto a different kind of server at all possible times. The concept of cloud computing is an important characteristic of any big scale deployment. It can be taken as a method which leads a much tech-based organization to offer companies and people their personal space to store and also use the growing pile of information since some smart machines gather it. It is important to understand that not everything about storing information online can be an advantage when it is compared with older hardware ways (Janssen and Joha, 2011). Security based on a cloud: the other important issue while using the cloud technology is that there number of security-based challenges. Right before applying this technology; companies must understand that one will be completely surrendering all the sensitive information of the company to an outsider. This can be a great risk for the company. Therefore, companies require being completely sure that they choose the most trusted service provider who will protect the information correctly (Janssen and Joha, 2011). Attacks possibility: saving the data in the cloud can make the companies in the most vulnerable situation and can also impact many external based hacks like attacks or threats. It is important to understand that there is nothing on the internet which is completely safe and this is why there is always a risk of hacking of sensitive data. There are some disadvantages discussed above, and the best kind of cloud provider can claim complete immunity towards service based outages. Some cloud computing systems that are based on the internet and also mean the overall access is based on the strong internet connection. Therefore, it is important to understand that whether the business can absorb a continuous bout based on constant slowdowns. Also, there are some incidences in past where service provider like DropBox faced the similar situation for the longest period which is two days. It is very important to consider two crucial points like business based processes that can be halted if any service provider goes completely down and the internet connection which must be strong otherwise all business based application will also drop offline (Fernando et al., 2013).   The technology of cloud computing in the present time has become very crucial for every business users, and it further plans to move ahead and be more advanced. The kind of cloud has addressed many needs of organizations. This can be in public based cloud or private based cloud and in some case a hybrid kind of cloud where every category is sufficient to apply it effectively. The concept of cloud computing is that the business answers that every company can utilize properly. There are so many pros as well as cons of cloud computing, and it is important to be very careful while applying in business (Gà ©czy et al., 2011). Like every other process, the concept of cloud computing has its pros as well as cons. The technology can also prove to be a huge asset for the organization, and it can also cause some serious harm or threats if not executed in a proper manner. The concept is not evolving in a way it never happened before, and there are companies in all kind of shapes and sizes that can adapt to new technology. There are industry experts that have a belief that this fashion will only develop and grow further in future (Gai and Li, 2012).   This is why the concept of cloud computing is very beneficial for so many and different kinds of companies. Of course, as discussed it comes with number disadvantages specifically for small businesses.   In the present time, with proper planning and significant precautions, the disadvantages of the concept can be reduced tremendously. It is also true that the concept has transformed the business world completely and the advantages can easily outweigh the disadvantages of cloud computing. Minimum cost, as well as easy access along with proper data backup and centralization as well as security and rapid testing, are becoming more and more relevant (Jadeja, and Modi, 2012). Aljabre, A., 2012. Cloud computing for increased business value.  International Journal of Business and Social Science,  3(1). Subashini, S. and Kavitha, V., 2011. A survey on security issues in service delivery models of cloud computing.  Journal of network and computer applications,  34(1), pp.1-11. Marston, S., Li, Z., Bandyopadhyay, S., Zhang, J. and Ghalsasi, A., 2011. Cloud computing—The business perspective.  Decision support systems,  51(1), pp.176-189. Han, J., Haihong, E., Le, G. and Du, J., 2011, October. Survey on NoSQL database. In  Pervasive computing and applications (ICPCA), 2011 6th international conference on  (pp. 363-366). IEEE. Low, C., Chen, Y. and Wu, M., 2011. Understanding the determinants of cloud computing adoption.  Industrial management & data systems,  111(7), pp.1006-1023. Janssen, M. and Joha, A., 2011, June. Challenges for adopting cloud-based software as a service (saas) in the public sector. In  ECIS. Fernando, N., Loke, S.W. and Rahayu, W., 2013. Mobile cloud computing: A survey.  Future generation computer systems,  29(1), pp.84-106. Gà ©czy, P., Izumi, N. and Hasida, K., 2011. Cloudsourcing: managing cloud adoption. Gai, K. and Li, S., 2012, November. Towards cloud computing: a literature review on cloud computing and its development trends. In  Multimedia Information Networking and Security (MINES), 2012 Fourth International Conference on  (pp. 142-146). IEEE. Jadeja, Y. and Modi, K., 2012, March. Cloud computing-concepts, architecture and challenges. In  Computing, Electronics and Electrical Technologies (ICCEET), 2012 International Conference on  (pp. 877-880). IEEE.

Insomnia Term Paper Example | Topics and Well Written Essays - 2500 words

Insomnia - Term Paper Example Insomnia is a state that affects numerous individuals, most of them are not even aware of the condition they are suffering from insomnia or sleeplessness. Sleep deprivation causes rigorous exhaustion, nervousness, hopelessness and poor attentiveness. Insomnia is grave, though not fatal. Scarcity and lack of sleep leads to a lonesome and awful state of mind. If the condition continues a person may tend to develop compromised living condition or disturbed psychological behaviour. The condition is become severe and taking a shape of an epidemic in United States. The data obtained from National Sleep Foundation portrays that around 47 million American adults are at potential risk of physical and emotional disturbance due to lack of sleep. The results are alarming as per the data procured by National Institutes of Health approximated that 50 to 70 million Americans belonging to all ages experience restless sleep (Morin, 2000). Insomnia is characteristically persuaded by practical impairment while wakeful. Under the condition of insomnia a person feels distressed and finds difficult to instigate and continue sleep or non recuperative sleep connected with impairment of daytime performance or manifest anguish for more than a month (Morin, 2000). 1. Transient insomnia: It stays only for a short duration probably for a week. It may be associated with change of place, ill-health, worry, anxiety, depression or a condition of stress. As soon as the circumstances become normal sleep deprivation vanishes (Thomas, 2004). 3. Chronic insomnia: It is sleeplessness lasting for more than a month. It could be due to some other disorders encompassing muscular distress, phantasms, mental stress, and thereby enhanced alertness is displayed (Thomas, 2004). Around 10% of the population suffering from insomnia have chronic insomnia. The percentage of women (40%) is more as compared to men (30%). It is therefore suggested

Difference and similarities between modern orthodox, hasidic, and a Essay

Difference and similarities between modern orthodox, hasidic, and a unaffiated jew - Essay Example Reuven: I m a modern orthodox, I believe woman is part of modern American culture we need to engage with. i believe in the modern ways but one should still hold on to the jewish tradition. Engage in the secular world is what makes our believes survives in these days. On the other side of the podium we have girls from all of the Jewish background. All of the 24 lights were still on at this time. There are two female guest we are known of. Malkie and from the story Who Knows Kaddish, the narrator. I named the narrator â€Å"Kaddish†. Malkie: Hi Reuven. I’m Malkie, I am from hasidic orthodoxy, but some what I agree with your opinion. I really prefer spiritual in the Jewish faith. I think be a part of the modern world is an important part of Judaism. there should be acomplement between the the secular and the traditional believes. I’m interest in you. Kaddish: Hi, Reuven. I’m Kaddish. I am unaffiliated Jew. I don’t have much belief in Jewish, but I live around it and I like how it bonds within the culture. My families were Jews but we lived like Unitarians, and celebrated the secular trappings of Christmas. But we celebrate no Jewish holidays because as far as we knew, they werent any fun (Kirshenbaum, 174). Reuven: I had my secular education at Yeshiva University and I read a lot of books my father recommend me. But I am still a faithful Jew. Don’t say that reading books would make you less religious because now I have both knowledge and faith as the outcome. My father is a great guy. He didnt restrain me much on the choice of my education. My father is a modern Jew he devote his life to his faith in modern orthodox, he also promoted a Jewish state. (cite and connect to lecture?) Malkie: My parents didnt allow me to get a secular education and this is what i have grown up with. I really adore my parents devotion into hasidism. We

Religion Does More Harm Than Good Essay Example | Topics and Well Written Essays - 1000 words

Religion Does More Harm Than Good - Essay Example I will also introduce my colleagues in the affirmative team that includes Hamad, who will come to discuss the impact of religion on politics of today as he tries to prove the point that religion has indeed negatively affected the political situation of the 21st century as it had done throughout history. My other colleague Rubby will be seeking to address the various situations in which religion has failed to honor its original intention of standing up for the people by trying to prevent some of the historical crimes that happened under the watchful eyes of religion. He will reveal to you that by failing to speak against some of those crimes in the society, religion was indeed supporting them thus contributing to harmful effects in the society in general. I will begin my submission by attempting to define each word of utmost importance in the motion so that we fully understand what we are dealing with. To begin with, religion can be described as an organized system of beliefs, world v iews and cultural systems that revolve around spirituality and the supernatural realm (Kant, Immanuel 2001). There are various religions around the world including Christianity, Islam, Judaism and Buddhism to mention but a few. Most religions have their own symbols, narratives and sacred historical events that aim at explaining the universe and life (Russell T. McCutcheon. 2001). By causing more harm than good in the society we mean that religion has led to more negativity in the society than positivity. The concept of religion has failed to live up to its intended objective of promoting good in the society and has become synonymous with negative and harmful issues in the society. With that being said, allow me ladies and gentlemen to proceed to my arguments in support of the motion that religion does more harm than good. Arguments First and foremost, the biggest source of disharmony among married couples is how most religions handle the question of divorce. In the contemporary soci ety we live in, divorce has become one of the best solutions of marriage conflicts, if it is handled well through a legal process. Most religions however are totally opposed to the concept divorce and cannot allow their members and followers to go through divorce. This has led to most religious people living miserable lives full of conflicts including domestic violence due to the fear of separation and divorce since as religion teaches, is against the will of God. Some of the biggest religions preach that marriage should stay together until death takes away one of the couples, and that no man can separate what has been joined together by God. Such doctrines hold no place in the contemporary society since the need of individuals and the institution of marriage itself has totally changed from what it was before. Whenever couples feel they have irreconcilable differences, the y have no other options than to divorce and share responsibilities, if any. This is a legal right most religion s deny their followers. The second most important argument is the disagreements and marriage conflicts brought about as a result of interfaith marriages. When people fall in love, it does not matter which faith they belong to. Love knows no boundaries, as they say. However, these religious differences often come in to play when two love birds come together to form a marriage union. The battles of supremacy over which faith or religion should preside over the marriage ceremony, or even which religion should the family and the children, if any, allowed to follow. Such

International Law Essay Example | Topics and Well Written Essays - 1500 words

International Law - Essay Example However, recent developments have spurred a rising public outcry in the international community against dictators who abuse their powers in their home countries and are responsible for countless atrocities against innocent civilians. In the words of East Timorese Nobel Laureate, Jose Ramos Horta, â€Å"in this day and age you cannot kill hundreds of people and then just get fired.†3 This is precisely the issue that arises in the case of both Mr. Jojo and Mrs. Lulu. Since Mr. Jojo had been in power for 15 years continuously, it is more than likely that allegations of abuse of power are not likely to be unfounded. Since he had made systematic and institutionalized use of torture, this indicates that he had made use of Government machinery to encroach upon the fundamental rights of the citizens of Chacha to freedom from abuse of their privacy and freedom. For example, while the UN Charter respects national sovereignty4 it also includes the provision that force is to be used only in self defense5 and the advancement of Human Rights as spelt out in the Universal Declaration of Human Rights must not be violated. Therefore the issue that arises in this case is the flagrant violation of the human rights of the citizens of Chacha through the instruments of torture employed by Mr Jojo while he was in power. The role of the international Courts was initially confined to enforcing national sovereignty, however the increasing importance accorded to human rights has resulted in a change in the role of the Courts. In one of the most significant recent rulings of the International Criminal tribunal for Yugoslavia, the Appeals Chamber held that the "State-sovereignty-oriented approach" that restricted interference in internal conflicts "has been gradually supplanted by a human-being-oriented approach" in recent international law6. This was the basis upon

The Importance of Learning Discipline in School Essay

The Importance of Learning Discipline in School - Essay Example The Importance of Learning Discipline in School Learning is an important element is schools and basically involves the promotion of discipline I various form. The attitude that a child is given at a young age to a great extend influences the study patterns and especially at a young age. There are some who feel we stop being creative, or are sitting in a classroom learning the same thing we would be better off learning on our own in an unstructured setting. This is true to some extent, but in every job and every career there are tasks that are boring or hard to do. Many people will take jobs that are boring or hard, but the ones that will give them an income for their entire lives if they are willing to work for it. The education a student receives in school should be the basis for their willingness to get up every day and go to work and earn some living no matter how hard the job is. Students go to school so that they may gain some disciplines needed in their careers, they are also learning how they should maintain their jobs even if it is a hard one. The discipline to get and go to school and do the homework is the same discipline that is needed to get up and go to work every day. It is valuable to have discipline no matter what we are trying to complete. The schoo l gives us a way to learn discipline. It would be nice if the world were made up of jobs that only had parts that were fun to complete. For instance , if the jobs would be fun like watching video games, movies or spending time with friends everyone would like to complete his or hers. Unfortunately jobs have parts that are too boring, or ones that are difficult. There are ones that we just don`t like to do, but to get a degree we must complete the courses. So we force ourselves to go to the classes and do the homework. In the process we learn to discipline ourselves. There is a reward at the end, a diploma and the possibilities of the careers. What our education includes is the discipline we learned that apply to our career that will help us to succeed. Not everyone manages to get through public school, let alone college. Some students lose interest in school. Students that drop out of high school lose many opportunities to get a good paying job. They struggle to keep even low paying jobs that they have no interest in. What they have lacked is the discipline they would have learned if they could have completed their school course. In john Holts article `` school is bad for children’’, he talks about why students lose interest and give up, never learning why an education is good and missing out on the discipline that comes with it. `` If we don’t make you read, you won`t, and if you don’t do it exactly the way we tell you can't’’, John Halt. In short, he comes to feel that learning is a passive process, something that someone else does for you, instead of something you do for yourself (Holt 64. The point being that the school is the one that instills the entire discipline one need in his career and this is just done through learning. Holt goes on to explain in more how schools not only do not teach discipline, but in still other bad qualities in students. He refers to a student; `` He learns to be lazy†¦ how not to work’’ (Holt 65). Holt’s articles are trying to get the points across that given the right circumstances at school that a student would learn on their own. They would learn the discipline through their own curiosity about the world. Of course, it is the job of the school to teach discipline though parents have a lot of control whether the students learn discipline or not. They are the children first example of how to go about learning discipline. The parents should encourage their children to go to school. In Lynda’

E-business in UAE Challenges and Opportunities Research Paper

E-business in UAE Challenges and Opportunities - Research Paper Example This score measures the availability of online services and products in the country’s e-market. In addition, the score of effectiveness measures the level of transaction process that can be completed through the internet. An effective system will enable consumers complete the whole transaction process through the internet. This paper will therefore access the UAE e-commerce through its growth, opportunities, barriers, and the effectiveness of UAE cyber laws. Although UAE’s e-commerce has experienced considerable growth, there have been barriers of effective trading and expansions. These barriers can broadly be categorized as technical, societal, legal & ethical, organizational, cultural or perceptual barriers (Bade 106). Each of these barriers has an effect on the UAE e-commerce. UAE is an Islamic country that has strong value for religion and societal laws. The fear of exposure to western culture is the main cause of restriction on internet usage among the UAE citizens . This has greatly affected the growth of e-commerce since it depends on the internet. Organizational barriers relate to the ability of employees to handle e-commerce through the internet. The UAE culture and value of Islamic religion, makes UAE employees to develop a negative attitude towards exposure to the internet. Internet abuse among employees is also a factor that has restricted growth of e-commerce in UAE. Technical barriers have also contributed enormously to the slow growth of e-commerce in UAE. Although major towns have excellent infrastructures such as high bandwidth and secure high-speed internet, other areas lack such infrastructures. This has halted expansion of e-commerce beyond major cities such as Dubai. Similarly, the UAE has no practical legal regulations that ensure web users the security of sensitive information. This has also contributed to the slow growth of e-commerce in UAE. Despite the availability of constraints and barriers that prevent effective trade, the UAE has many unutilized potentials that can be exploited through effective application of e-commerce. Application of e-business can greatly influence how traders and customers interact with each other through the online services (Reilly 78). The real estate sector can be a major business potential for an investor of e-business. Due to the growing number of investments, the real estate industry is growing constantly. However, there is lack of connection between property developers and buyers or tenants. The e-business can greatly improve the mode of doing business in the real estate sector. E-business will enable tenants or buyers to make payments or purchase products more easily. Other than the real estate sector, the travel industry has many unexploited opportunities that can be exploited through e-commerce. Automated payment systems and booking of tours and transportation is a significant opportunity for e-commerce. The tourism sector will become a major beneficiary of e-comme rce through automated travel packages and bookings. Due to the increasing popularity of Dubai as a tourist destination, the transport sector is a major opportunity for e-business in UAE. The favourable internal and external business environment in UAE has facilitated availability of e-business opportunities. Availability of supportive infrastructures is the main factor that has contributed to the

Supply Chain Integration Essay Example | Topics and Well Written Essays - 3750 words

Supply Chain Integration - Essay Example The study "Supply Chain Integration" will help to understand than the coordination of information for the common benefit of businesses in the supply chain is more effectively accomplished via the internet. The internet in supply chain integration is important for the sharing of information relative to supply and demand in a more timely manner and as such signifies the significance that information and knowledge have in the creation of â€Å"value†. It is useful for efficiently facilitating the means for adopting â€Å"an integrated approach throughout the supply chain† and allows for the more effective balancing of â€Å"autonomy and control† among the individual supply chain partners. GE’s online business network is indicative of the significance of using the internet for integrating supply chain management. GE’s online trading process is a significant improvement on the prior process which involves prolonged â€Å"labor intensive contract biding and award processes†. By using the internet, businesses are able to reach out to new markets by providing reduced costs for entrants, less â€Å"complexity with more flexibility† and more importantly offer a far more efficient method for doing business. Another development in international business behavior necessitating integrating the supply chain via the internet and via tB2B is the tendency to outsource and the formation of tactical partnerships among industries. The internet provides a forum by which supply chain integration is accomplished at minimal cost with optimal success.... The internet in supply chain integration is important for the sharing of information relative to supply and demand in a more timely manner and as such signifies the significance that information and knowledge has in the creation of â€Å"value† (Graham & Hardaker, 2000, p. 287). Graham and Hardaker (2000) maintain that the internet is useful for efficiently facilitating the means for adopting â€Å"an integrated approach throughout the supply chain† and allows for the more effective balancing of â€Å"autonomy and control† among the individual supply chain partners (p. 287). GE’s online business network is indicative of the significance of using the internet for integrating supply chain management (Graham & Hardaker, 2000). GE maintains an online trading process network which facilitates the transaction of approximately US$1 billion in business among over 1,400 suppliers located around the world. GE’s online trading process is a significant improvem ent on the prior process which involves prolonged â€Å"labour intensive contract biding and award processes† (Graham & Hardaker, 2000, p. 287). By using the internet, businesses are able to reach out to new markets by providing reduced costs for entrants, less â€Å"complexity with more flexibility† and more importantly offer a far more efficient method for doing business (Graham & Hardaker, 2000, p. 287). Another development in international business behaviour necessitating integrating the supply chain via the internet and via tB2B is the tendency to outsource and the formation of tactical partnerships among industries. These kinds of developments obviate the need for information and

Advantages of Computer Essay Example for Free

Advantages of Computer Essay Agriculture is a vital sector of Pakistans economy and accounted for almost 30 percent of GDP annually, according to government estimates. The sector directly supports three-quarters of the countrys population, employs half the labor force, and contributes a large share of foreign exchange earnings. The main agricultural products are cotton, wheat, rice, sugarcane, fruits, and vegetables, in addition to milk, beef, mutton, and eggs. Pakistan depends on one of the worlds largest irrigation systems to support production. The following are the main crops cultivated in Pakistan: Wheat: Wheat is a staple food used in manufacture of baked products. It is grown on Barani lands. Wheat is grown in Punjab, Sindh and some parts of K.P.K for cultivation of wheat. The temperature is favorable from October to May for the production of wheat. It does not need a lot of water. Pakistan is not self sufficient in wheat production and has to import wheat from foreign countries. It accounts for over 70% of gross cereals and over 36% of the country’s acreage is devoted to wheat cultivation. Rice: Rice is a Kharif crop and needs a great deal of water and heat. It is known as â€Å"crop of water†. It is grown in Punjab and Sindh. North-eastern Punjab and Larkana district are main rice growing regions. The Irri, Basmati and desi varieties are grown in Pakistan. Basmati is the most famous variety of rice grown in Pakistan. Its highest acreage is in the north eastern part of Pakistan. Pakistan is the world’s fourteenth largest producer of rice. Pakistan produces about 6 million tons of rice a year. Sugar Cane Sugarcane is included in both Rabi and Kharif Crops. It is an important cash crop of Pakistan. It is a type of long grass perennial in nature. It is the most important and cheapest source of refined sugar. Gur,Alcohol and Desi Shakkar are also prepared from Sugar cane.The left out stalk fibers (bagasse) are used in the paper industries. It is cultivated in the spring season and harvested in November-December. It is mostly cultivated in canal irrigated areas of Punjab, KPK and Sindh provinces. Cotton Cotton also known as the Silver Fiber is the most important cash crop of Pakistan. It is known to have been produced in the Indus plain since 3000 BC. Pakistan, ranks fifth in world cotton production and earns a large amount of foreign exchange from its export. It accounts for approximately one half of the all materials that are made into cloth and provides employment to 2/3rd of industrial labour force Cotton is a Kharif crop and is grown in canal irrigated areas of Punjab and Sindh and also in some parts of Baluchistan and KPK.

Social Consequence of the Internet for Adolescents Essay Example for Free

Social Consequence of the Internet for Adolescents Essay Social consequences of the internet for adolescents. â€Å"Obviously, when media use changes, its outcomes may change. Because adolescents now predominantly use the Internet to maintain their existing friendships, the condition for negative effects of the Internet on social connectedness and well-being no longer exists. It is no surprise, therefore, that most recent Internet studies have demonstrated that adolescents’ online communication stimulates, rather than reduces, social con- nectedness and/or well-being. For example, in a 2-year follow- up study based on their initial sample of Internet novices, Kraut et al. 2002) found that Internet use improved social connect- edness and well-being. Several other recent studies have dem- onstrated significantly positive relationships between online communication (mostly IM) and adolescents’ social connected- ness and/or well-being (e. g. , Bessie` re, Kiesler, Kraut, amp; Boneva, 2008; Valkenburg amp; Peter, 2007a). However, these positive results are only found for adolescents who use the Internet predominantly to maintain existing friendships (Bessie`re et al. , 2008). When they use it primarily to form new contacts and talk with strangers, the positive effects do not hold (Bessie`re et al. 2008; Valkenburg amp; Peter, 2007b). † The study shows that adolescents strive for more friendships online then they do when they are face to face. The study shows that males open up more online then they do in person. Being online helps them express their feeling better through online self disclosure. The challenges these teens face as a result of technology, I believe is balancing the two of them. For a teen who is very open online, but when they get into a personal setting cannot display the same social skills, then that could hurt some of their friendships. They are almost living a double life. Online they are this larger than life personality. When they are in person they are an introvert. Social development for our grandparents was very different. If they did not go out and make friends, then they had none. Everything for them was face to face. Their was no technology for keeping in touch other than the telephone, but even that was not used the same. Back in those days there were a lot more social gatherings. And when they had the gatherings a lot of people would attend. Because, that’s how they kept in touch with each other. Reference: Social Consequences of the Internet for Adolescents, Patti M. Valkenburg and Jochen Peter

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