Essay about Women, Language, and Politics - 511 Words

Women, Language, and Politics nbsp; nbsp; Experts and nonexperts alike tend to see anything women do as evidence of powerlessness. The language of the media is replete with examples of how difficult it is for women to be regarded as beings with authority and power. The attitude follows women in power everywhere, but... nowhere is the conflict between femininity and authority more crucial than with women in politics. nbsp; The characteristics of a good man and a good candidate are the same, but a woman has to choose between coming across as a strong leader or a good woman. If a man appears forceful, logical, direct, masterful, or powerful, he enhances his value as a man. If a woman appears forceful, logical, direct,†¦show more content†¦Fainting conjures up a frail figure crumpling into a mans rescuing arms, maybe just for dramatic effect. Passing out suggests a straightforward fall to the floor. nbsp; An article in Newsweek during the 1984 vice presidential campaign quoted a Reagan aide who called Ferraro [Geraldine Ferraro- a 1984 vice presidential candidate] a nasty woman who would claw Ronald Reagans eyes out. Never mind the nastiness of the remark and of the newsmagazines using it to open its article. Applied to a man, nasty would be so tame as to seem harmless. Furthermore, men dont claw; they punch and sock, with correspondingly more forceful results. The verb claw both reflects and reinforces the stereotypical metaphor of women as cats. Each time someone uses an expression associated with this metaphor, it reinforces it, suggesting a general cattiness in womens character. nbsp; nbsp; In his book The Language of Politics, Michael Geis gives several examples of words used to describe that undercut her. One headline called her spunky and feisty. As Geis observes, spunky and feisty are used only for creatures that are small and lacking in real power; they could be said of a Pekingese but not a Great Dane, perhaps of Mickey Rooney but not of an average-size man. nbsp; Its not that journalists, other writers, or everyday speakers are deliberately, or even unintentionally, sexist in their use ofShow MoreRelatedThe Hidden And Gender Stereotypes Essay1016 Words   |  5 Pagesshould be performed by women and men. A gender stereotype is harmful and can lessen women when it limits their capacity to develop their personal abilities, chase their professional careers and make choices about their lives and life plans. The obvious biological form of men and women arise the challenge of the hidden language metaphors in science. While women have begun to earn acceptance in the workforce in the past decades, men have not yet seen societal acceptance in politics, let alone as caregiversRead MoreMedia And Its Impact On Society787 Words   |  4 Pagesthe other gender. Women and men have been represented in many different perspectives, which helped to develop the gender gap and differences between those two not only in their daily life but also at workplace. M edia today play main role in creating the glass ceiling through emphasizing on one character and ignoring the other characteristics that women have. Bligh mentions that the recent research emphases on the interaction between two obstacles that might impact women in politics: undesirable arrogancesRead MoreGender Differences In Communication Are A Set Of Rules1298 Words   |  6 Pagessituations. This literature review investigates gender differences in communication, particularly differences in conversational style, body politics and attractiveness, work and education, in relation to learning the roles of gender. Results of the literature review suggest that gender differences exist in various ways. Communication for females indicate women are indirect and are perceived as objects to men. Males appear more direct and are perceived as the ideal person in society. These differencesRead MoreAnalysis Of Equity, Diversity And Inclusivity1130 Words   |  5 Pagesâ€Å"tradition.† The Feminist Majority Foundation has been immersed in a campaign to support women and girls in their fight against the brutal oppression of the Taliban. Thus, this is a reason why the campaign exclusively focuses on the gender-based oppression of â€Å"Third World† women, without acknowledging the role of racism, colonialism, and economic exploitation. It also claims unity with â€Å"Third World† women and women of color, but the campaign is actually contributing to the stereotyping of Third WorldRead MoreJesus And The Politics Of Interpretation816 Words   |  4 Pages Jesus and the Politics of Interpretation, Fiorenza seeks to break the kyriarchal context in which Jesus is and â€Å"foster an identity crisis in the scientific self-understanding of the Historical-Jesus scholarship† (Fiorenza 2). Fiorenza, a professor at Harvard Divinity school, specializes in scripture and interpretation from a feminist perspective. She has noticed masculine language which d ominates in the construction of the Historical-Jesus and attempts to challenge this language to reform the contextRead MoreWriting Strategies For Students, Proper Modeling Is Required For Essay Formats And Analysis1569 Words   |  7 Pagesenvironment (DET, 2008). Module C: Representation and Text Elective 1: Representing people and politics Module C explores the representations of people and politics through text to consider how texts portray perspectives on politics, â€Å"ideas, events or situations† (BOSTES, 2014, p.20). Using Brave New World (1932) by Aldous Huxley, which is a prose fiction text, students are able to explore how politics and actions can influence society and lives, creating a dystopia that devalues humanity (BOSTESRead MoreMen, Women, and Language: Socially Constructing Male and Female Speech1703 Words   |  7 Pagesï » ¿ Men, women, and language: Socially constructing male and female speech One of the essential contentions of feminist theory is that there is an inherent difference between the concepts of gender and sex. Sex refers to the physiological characteristics humans are born with; gender is what culture does with or how it reads those physiological differences. One of the most contentious areas of gender research is pertains to the differences between male and female speech. While most authorsRead MoreWomen And The Feminist Movement1677 Words   |  7 PagesThat â€Å"women live dispersed among men† is the unifying condition of women and the feminist movement (de Beauvoir 8). Beyond that, differences in culture, in privilege, in circumstance all speak of the community that never was. Even so, both history and current conversation speak of women as though they were a unified group. If gender is performative and is the result of â€Å"an historical situation,† this generalization of women declares that women experience gender in one way (Butler 520 ). From thisRead MoreThe Causation And Consumer Reaction At A Fox News Reporter, Cody Derespina940 Words   |  4 PagesAugust a Fox News reporter, Cody Derespina, described the causation and consumer reaction to â€Å"Target Going Gender Neutral in Some Sections†. After receiving some complaints from customers the retailer felt the need to address the amount of gendered language in the children sections and the colors being used to categorize certain toys. For example, one mother sent a tweet to Target with a picture of a sign saying â€Å"Building Sets† and below it reading â€Å"Girls’ Building Sets†. She stated that Target shouldRead MoreWomen And Men On Social Media Essay1181 Words   |  5 PagesWomen and men are different in various aspects, although, we often don’t ponder this thought on a deeper basis. One aspect often overlooked is how gender influences our language. Dig deeper to where we communicate. Where are people most sociable today? The simple answer is social media. Both women and men on social media use language uniquely geared towards their gender to communicate, express, and merely socialize, both positively and negatively. Women dominate the social media world: Facebook

Influences Of Social Media Essay - 1082 Words

There is no secret that a modern day teenager’s life is built around the usage of technology. As a result of society’s heavy reliance on technology, social media has become popular amongst people who are â€Å"technologically advanced.† Though there is a wide variety of social sites that can be accessed through modern day technology, a few have become very popular. Social sites which have become widely popular among teens include Instagram, Tumblr, and Snapchat. These social networking sites provide instant social connection and emotional support while letting teens post and send pictures of their everyday life. Many teens look towards social media for emotional support and social acceptance. The continual usage of these sites are negatively†¦show more content†¦Instagram Features their most liked pictures in a tab on their app. In reality, the â€Å"Featured† tab on Instagram is for people who’ve obtained a high reputation in the social sc ene. These â€Å"Instagram Famous† individuals force people to want to attain more followers and ‘likes’ on their photos. The majority of teens use social media in order to measure their popularity against others. A popular trend called ‘selfies’ are now arising amongst teens. According to Victoria Woollaston, a science and tech reporter at Daily Mail, â€Å"The new craze, which involves posing by yourself before taking a picture, has risen in popularity, with over one million selfies taken every day†. Teens measure their self-worth by posting their ‘selfies’ on Instagram. There becomes a constant battle as to who can get more ‘likes’ and comments on a picture. Victoria Woollaston also states that, â€Å"The majority of teens post the photos in search of assurance and compliments, but they are making themselves vulnerable to negative comments and abuse†. In search for attention teens do not realize that they a re bringing down their self- esteem. Most teens are likely to delete a photo if it doesn’t get as many ‘likes’ as they would want or if they were to receive a negative comment on a photo. Today’s teens are now making it easier to get bullied through social apps. In many cases teens often bully themselves. There is a constant battleShow MoreRelatedSocial Influences Of Social Media718 Words   |  3 PagesInfluence of Social Media Nowadays, social media has a big influence in our society. Who is didn’t use social media? Almost everyone use Social Media. Indonesia ranked 6th as the most Social Media users. After China, US, India, Brazil, and Japan. Our teenagers are so active in social media. Maybe they could be online in social media almost 24-hours per-day. But there’s a good and bad effects of social media. So, there’s some of bad and good effects of social media that we will discuss here. PeopleRead MoreSocial Influence Of Social Media2119 Words   |  9 Pages Section I: social influence Social media is affecting the studies; it is a big social influence on the study in these days. There are different thoughts about the influence of the social media on studies, but this is a fact that this has a big influence on studies and the ways of studies. It is being argued that the social media has changed traditional and face to face teaching methods and introducing the distance learning. It is great influence social media that it is changing the traditionalRead MoreThe Media s Influence On Social Media1588 Words   |  7 Pagesresult of media consumption. Social media is an ever-growing and fast developing means of communication in society, and with the vast amount of new technology constantly transforming on the market, the empowered consumer is just a click away from accessing almost anything. The internet itself has opened up a new spectrum and has trained us to expect to gain information on demand at any time and from anywhere. talk about facebook more a bit ---- This essay considers how empowered media audiencesRead MoreThe Influence of Social Media1867 Words   |  8 PagesII REVIEW OF RELATED STUDIES AND LITERATURE Local Related Literature Social networks gave a big help to everyone, especially among the students businessman and other members of the society. Social networks has different features that may enjoy by the people all around the world, what the problem is, people loses their self-control in using them. Facebook is the most popular social networking site today wherein people may share and upload videos, pictures, messages and chatRead MoreMedia s Influence On Social Media1433 Words   |  6 Pagesworld of media has been a tradition and a necessity for me since I was a young girl. Television channels like Nickelodeon, Disney, and MTV have become popular and innovative television channels that consistently develops creative and interactive ways to consume media messages. By watching broadcasting programs and television series, I learn something new or valuable that I can then impress upon to someone else. This connectivity and deeper understanding I have to television production and media haveRead MoreThe Negative Influence Of Social Media843 Words   |  4 Pagesfrom a coworker, or perhaps an update from a social media site. Any of these alerts or notifications may be important, but it is the update from social media that possibly has the largest effect. When it comes to America, a great majority of the population is active on social media; 65 percent of American adults use a social networking site (Perrin, 2015). When it comes to teenagers, 73 percent of American teens are involved in the use of social media (Lenhart, Purcell, Smith, Zickhur, 2010). OnRead MoreSocial Media Influence On A Business Essay1018 Words   |  5 PagesIntroduction It is common amongst many to assume that social media marketing can only be beneficial to a business. Although in many cases it is very beneficial, there are some notable disadvantages that are worth addressing. Think of a successful business’s social media presence as a professional athlete, for example. To the eyes of the fan, a professional athlete can make his craft look seemingly effortless. What is often masked by such perception, though, is the amount of time and effort put intoRead MoreInfluence Of Social Media Marketing Essay1584 Words   |  7 PagesThe use of social media marketing has in Bahrain has exploded over the years as a significant percentage of the demographic users have adopted the mainstream avenues. The latter is inclusive of Facebook, twitter, Instagram, Google+, YouTube, LinkedIn, and so forth. The term social media denotes a wide range of communication, sharing, and communication tools that undergo continuous change and development. On the other hand, Social media marketing refers to the process of acquiring traffic and attractingRead MoreSocial Media Has On Food Influences926 Words   |  4 Pagesbillboards, but in the last few years, social media has flooded the Internet through computers and cellular phones. Consequently, advertisement companies are not the only ones using social media (e.g. Facebook, Twitter, and Instagram) but people in general are also using it as an announcement tool by continually checking in the foods they are eating (posting pictures) and the restaurants they are in. Nevertheless to say, nobody projected the immense influences this technology has implemented on foodRead MoreSocial Media Influences Thoughts And Morality1350 Words   |  6 PagesFinal Essay: Social Media Influences Thoughts and Morality In today’s society you can keep up to date with current information, due to social media. While also keeping in touch with family and friends around the world. Going through their updates, and generating likes. These likes could be the individual’s post about their life events, vacation, or simply just their opinions. It’s these post that are structuring the way we think, as we read their post, and press that like button. Even if we do

Global Village free essay sample

Global Village Today the term global village is common the world becomes approximate day after day via technology which has been making our life style faster. The relationship with each other more consolidated. Also, an industry deems one of the important reasons to make the world become a small village. Although a existence of many agents to make the world as a small village, I believe there are three main reasons of that. The first and most important reason that helps the world to become as a village is global communication. Fifteen years ago or more, life was harder and needs more time to fulfill a small thing.However, today with all the technology around us, our life gets easier. For example, in the past, to say Hi to your friend who lives in another city, you needed to travel to see him but, now everyone has cellular phone to use which has an effect on our life style. We will write a custom essay sample on Global Village or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Also, the internet participates in development public relations between the five continents. Furthermore, the internet is an immense chance of making the world as a hamlet. The internet has enabled us to do a lot of functions and get so much enjoyment via the possibility of talk and meeting who you want, whatever the distance between you.Likewise, The media is taking an important part to make the world smaller in theory. In the seventies, radio has played the most important role for bringing people closer and know each other by their traditions. That has had a role for people to understand each other with the lack of images that reflect the reality and events. After that, papers are a way to know news with images from a site of events. However, TV replaced them and becomed the most effective in the world during a transmission of live events around the world.A second reason to helps the world to become as village is rapid international transportation. It has the strongest effect on facilitating and strengthening relations between people through travel and tourism and making friends. Trade is one of the important reasons for international transmission because of its impact for example, a commodity industry in a country with high quality forces traders from other countries to travel to the country which made the commodity and buy it to sell it in their country which draws our attention to visit that country and gives it global reputation in the industry.Also, tourism has contributed to a concept of globalization which recognizes civilizations people to other which influenced their thinking and their life style in future and thus be a way of life almost uniform in all parts of the world . In addition, transfer of good s is one of the factors affecting of globalization. For instance, many restaurant in Pittsburgh offer Italian , Indian and Arabic eating on the other hand American restaurants are spread all over the world such as McDonalds, TGI Fridays. This is evidence of globalization in transfer of food and goods.The final reason to helps the world to become as a small village is international relations. Its the most important feature of globalization. International relations have a major impact on peoples relation with each other and because the government decides this kind of relations they have with other countries. The Positive or negative relations with other countries is determined by common interests between countries. If you find common interests of relation that will be more effective and flexible. This helps in all aspects of globalization and the opposite if there is no common interests. For example, dispatching students to the U. S. reflects the common interests between the two countries, Saudi Arabia and United States. To summarize, there are important factors that led to globalization, Communication is one of the most important which has prominent role in intellectual exchange and knowledge between people. As well as international transport is the second step that helped to make the world more converged by traveling for trade or tourism. Finally, common interests between countries represent a fulcrum in the embodiment of the world in political and economic terms.

Diuretics Versus Beta Blockers as the First Step in Drug Therapy

Question: Discuss about the Diuretics Versus Beta Blockers as the First Step in Drug Therapy. Answer: Introduction Arterial hypertension affects millions of people worldwide. The condition is associated with high incidence of cardiovascular outcomes. Therefore choosing the right kind of medication warrants health and economic favour. The two most widely prescribed drugs which are used as first line drugs are diuretics and beta-blockers which functions. Beta blockers are drugs that targets beta-adrenergic receptors and acts by blocking the action of adrenaline. Such drugs are used commonly as a first line drug to treat hypertension, arrhythmia, angina, migraine as well as anxiety. By blocking the action of adrenaline the heart beat is reduced thereby reducing the pressure exerted on the arterial walls and improving blood flow. The activity of beta-blockers depends upon the chemistry of the drug. Some of the beta blockers are Acebutolol, Bisoprolol, Nevivolol, Propanolol, Metaprolol etc. The prescription of beta-blockers, however, is not considered till other medications such as diuretics, are considered ineffective. Although there are advantages of using beta blockers, there are associated side effects of the drugs that need to be accounted. Some of the side-effects are tiredness, weight gain, insomnia, depression and to some extent shortness of breath . The drug is not prescribed for patients with asthma as it might trigger adverse reaction. Moreover, this class of drug is known to promote imbalance in lipid profile temporarily. Diuretics, unlike beta-blockers, do not block androgen but rather helps in expelling excess salts and water from the body. Release of sodium into the urine leads to increased dispense of water thereby reducing the fluid volume in the blood vessel and finally leading to decreased pressure on the arterial walls. Three types of diuretics are usually prescribed by physicians which are thiazide, loop diuretics and potassium-sparing diuretics . The present article presents the advantages and disadvantages of using these two classes of drugs for management of hypertension based on research articles available in the public domain. Sources and selection criteria In order to select suitable scientific studies on the use of beta-blockers and diuretics as first line drugs a thorough literature search was conducted on NCBI PubMed, Google Scholar and pharmaceutical-journal.com. Search terms beta-blockers and diuretics, hypertension first line drugs, beta-blockers first line drugs and diuretics first line drugs were used to arrive at lists of articles before choosing few important and relevant ones. The search was limited to publications between 2000 and 2017. Major decisive factors for selecting research studies were involvement of a large population, randomized control trials, meta-analysis and clinical trials. Weightage were given if follow up was considered in the study subjects. Impact factors and reputation of the journal in scientific community was also considered for the selection of research articles. However, research publications which are conducted by pharma companies or sponsored by pharma companies were not selected as there are high possibility of getting a biased report. Methodology and results The search for clinical trials, meta analysis and RCTs resulted in many relevant research reports. However, 3 reports on meta analysis were selected for the study. The three selected literatures were based on comparison of diuretics and beta blockers, meta analysis on beta blockers alone or meta analysis on diuretics alone. According to Cochrane review of beta-blocker a clear indication of insignificance of the class of drugs on its ability to manage hypertension and a higher efficacy of calcium channel blocker is indicated (5). This is seen with a similar observation by Lindholm et al.,which accounted for 105951 subjects it was observed that beta blockers increases the risk of stroke by 16% as compared to other drugs. It also increases the mortality rate by 3%. Out of the beta blockers, medication with atenolol has the highest risk of stroke(6). Many clinical trials endorses the use of diuretics, thiazide in particular, for management of hypertension. In MRC trial with a large population it was observed that diuretics with or without beta blockers has the potential to reduce incidence of stroke as compared to the placebo control group. In a landmark clinical trial consisting of 33357 subjects above 55 years of age it was observed that there is no significant difference in the non-fatal myocardial infarction in groups with different medications but showed a reduced risk in long term use (7). The most important clinical trial on diuretics is perhaps the ALLHAT trial in which the choice of diuretics is kept as primary compared to other classes of drugs (8). This may be due to the efficacy and cost factor that plays an important role. Thiazides are used as monotherapy (9) however, it is seen to be much more effective in combination with other drugs (10). The efficacy also depends upon various factors such as age, race as well as renal health. It is recommended that instead of increasing the dose of thiazide for control of blood sugar a second drug should be coupled to obtain most efficient control (11). This is because thiazide is also seen to be linked to renal abnormalities in the long term. Diuretics on the other hand has significantly reduced the number of stroke and heart attacks when used a first line drug for management of hypertension(12). However, loop diuretics are not seen to reduce blood pressure significantly (13). Therefore, efficacy of managing hypertension largely depends upon the type of diuretic Advantages and disadvantages In a meta-analysis by Lindholm et al., it was observed that beta-blockers used as primary drug to manage hypertension is associated with higher risk of stroke when compared with other antihypertensive drugs (6). The study analysed data obtained from randomized control trials of a collection of beta-blockers. The study further adds that the efficacy of beta blockers as antihypertensive drugs is suboptimum and does not reduce risk of mortality or myocardial infarction.(14, 15) Both the type of drugs are not tolerated and both functions worse than other antihypertensive drugs. It was observed that patients on beta blocker tends to withdraw from the course in twice the numbers compared to diuretic patients (16). On the other hand, thiazide medication is seen to cause nephrotoxicity in the long run and even leading to renal carcinoma. Therefore, the question remains as to which drug should be preferred as first line drugs for hypertension management. Discussion It is estimated that more than of the adult population of the world are hypertensive and finding an effective drug with minimum unwanted side-effect will be of utmost importance. Beta-blockers and Diuretics that are prescribed as first line drugs to control hypertension have shown efficacy in management of the condition. Many of the patients with high blood pressure depends upon either diuretics, beta blockers (17), ACE inhibitors, calcium antagonists or angiotensin receptor blockers. The unwanted outcome of beta blockers is evident from the LIFE trial which states that approximately 1,25,000 strokes are preventable in a period of 5.5 years in the European Union just by replacing the drug with angiotensin receptor blockers. In a similar study of ASCOT-BPLA replacement of beta blockers with calcium antagonists resulted in reduction of stroke by 23% (18). A comparison between placebo and beta blocker treated patients showed that there is no statistical reduction in blood pressure. With increase in the prevalence of hypertension in both developing and developed nations it is mandatory to set a specific guideline for management of the condition. As for instance despite the fact that beta blockers are less effective and promotes higher risk of strokes and cardiovascular abnormalities the use of the drug has remained high for the past 10 years in Germany with a 54% of the patients taking the drug. Comparatively, diuretics is the second most common drug with 48% of the patients using it (19). Although there has been an increase in number of hypertensive patients, the average mean of systolic and diastolic blood pressure has dropped by approximately 5 mmHg. This indicates efficacy in managing the disease by medications. The present research is further limited because of the availability of meta-analysis data that combines studies from latter part of the 20th century. A significant literature source is available from this period which is easy to be missed unless curated properly. Conclusion With reference to the analysed research studies on beta blockers and diuretics it is observed that diuretics remains a first preference for management of hypertension. This is because the use of the class of drug is seen to be far more efficient than the beta blockers as it reduces chances of stroke and heart attacks much efficiently than beta blocker (20). However, the choice of the type of diuretics also matters as it was observed that thiazide diuretics are far more efficient than loop diuretics. A significant number of studies were conducted around the 1970s and 1980s and did not qualify our study criteria and had to be excluded from our analysis. However, the studies had significant information as a large population was analysed and is representative. It would have been more conclusive had there been meta-analysis based exclusively on more recent publications. The result of the study is also justified by the number of supportive evidence resulting in similar conclusions as those studies in the 1980s with more recent observations. It would have been more interesting had there been few more publications that studies the efficacy of different types of diuretics although we know that diuretics are a better choice over beta blockers. In conclusion it should be noted that Diuretics should be considered as first line drugs as it is the most economical and most effective and beta-blockers should not be considered as first line medication. It should also be a task to identify uncomplicated hypertension where no such medications are required. References Thomopoulos C, Parati G, Zanchetti A. Effects of blood pressure lowering on outcome incidence in hypertension: 4. Effects of various classes of antihypertensive drugsoverview and meta-analyses. Journal of hypertension. 2015;33(2):195-211. Bangalore S, Messerli FH, Kostis JB, Pepine CJ. Cardiovascular protection using beta-blockers: a critical review of the evidence. Journal of the American College of Cardiology. 2007;50(7):563-72. Ko DT, Hebert PR, Coffey CS, Sedrakyan A, Curtis JP, Krumholz HM. -blocker therapy and symptoms of depression, fatigue, and sexual dysfunction. Jama. 2002;288(3):351-7. Ernst ME, Moser M. Use of diuretics in patients with hypertension. New England Journal of Medicine. 2009;361(22):2153-64. Wiysonge CSU, Bradley HA, Mayosi BM, Maroney RT, Mbewu A, Opie L, et al. Beta?blockers for hypertension. The Cochrane Library. 2007. Lindholm LH, Carlberg B, Samuelsson O. Should blockers remain first choice in the treatment of primary hypertension? A meta-analysis. The Lancet. 2005;366(9496):1545-53. Shah S, Anjum S, Littler W. Use of diuretics in cardiovascular disease:(2) hypertension. Postgraduate medical journal. 2004;80(943):271-6. Appel LJ. The verdict from ALLHATthiazide diuretics are the preferred initial therapy for hypertension. Jama. 2002;288(23):3039-42. Rovin B, Hebert L. Thiazide diuretic monotherapy for hypertension: diuretic's dark side just got darker. Kidney international. 2007;72(12):1423-6. Harman J, Walker ER, Charbonneau V, Akylbekova EL, Nelson C, Wyatt SB. Treatment of hypertension among african americans: The jackson heart study. The Journal of Clinical Hypertension. 2013;15(6):367-74. Wing LM, Reid CM, Ryan P, Beilin LJ, Brown MA, Jennings GL, et al. A comparison of outcomes with angiotensin-convertingenzyme inhibitors and diuretics for hypertension in the elderly. New England Journal of Medicine. 2003;348(7):583-92. Lawes CM, Bennett DA, Feigin VL, Rodgers A. Blood pressure and stroke. Stroke. 2004;35(3):776-85. Brater D. Clinical pharmacology of loop diuretics. Drugs. 1991;41(3):14-22. Samuelsson O, Hedner T, Berglund G, Persson B, Andersson O, Wilhelmsen L. Diabetes mellitus in treated hypertension: incidence, predictive factors and the impact of non-selective beta-blockers and thiazide diuretics during 15 years treatment of middle-aged hypertensive men in the Primary Prevention Trial Goteborg, Sweden. Journal of human hypertension. 1994;8(4):257-63. Chen J, Radford MJ, Wang Y, Marciniak TA, Krumholz HM. Effectiveness of beta-blocker therapy after acute myocardial infarction in elderly patients with chronic obstructive pulmonary disease or asthma. Journal of the American College of Cardiology. 2001;37(7):1950-6. Choudhury D, Ahmed Z. Drug-induced nephrotoxicity. Medical Clinics of North America. 1997;81(3):705-17. Wilhelmsen L, Berglund G, Elmfeldt D, Fitzsimons T, Holzgreve H, Hosie J, et al. Beta-blockers versus diuretics in hypertensive men: main results from the HAPPHY trial. Journal of hypertension. 1987;5(5):561-72. Greenberg G. MRC TRIAL OF TREATMENT OF MILD HYPERTENSION-PRINCIPAL RESULTS. British Medical Journal. 1985;291(6488):97-104. Sarganas G, Knopf H, Grams D, Neuhauser HK. Trends in antihypertensive medication use and blood pressure control among adults with hypertension in Germany. American journal of hypertension. 2015:hpv067. Lievre M, Gueyffier F, Ekbom T, Fagard R. Efficacy of diuretics and beta-blockers in diabetic hypertensive patients: Result from a meta-analysis. Diabetes Care. 2000;23:B65.

Needs Analysis Essay Example

Needs Analysis Paper Needs Analysis Name: Course: Date: We will write a custom essay sample on Needs Analysis specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Needs Analysis specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Needs Analysis specifically for you FOR ONLY $16.38 $13.9/page Hire Writer Needs Analysis a. Just-in-time imperative is a mode of training that provides just the required knowledge when it is needed by the employees. The knowledge is divided into modules that are personalized to form relevant courses and they are modified and reused for various training purposes (Weintraub Martineau 2002). The modules are sorted to determine which ones are more relevant and which audience would benefit more from it. Experts are used in rendering the relevant information to the trainees through educational seminars and meetings and these sessions can even be recorded for future reference. This mode of training involves acquisition of quick knowledge and employees can even gain access to this knowledge while still working. It also addresses the objectives of various training objectives since it gives precise information that is relevant to the trainees. b. In school, the principals are faced with many issues that need their attention. For instance, they need to determine the best teaching methods to use on the students, best management policies for the employees, disciplinary actions to take on various wrong doings among others. With this workload, it is almost impossible for the principal to be an expert on every issue concerning the school since it would take him years to study all these courses. However, he can gain quick knowledge on these areas without having to spend so many years of learning or even take a break from his job (Jones 2002). c. This kind of problem could easily be solved by technologies supporting JIT such as portals that ensure efficiency in accessing information. Since just-in-time is all about modularization, the use of databases is a perfect solution to this kind of problems. It is therefore important for organizations to use computerized information systems instead of manual systems of keeping records in order to improve on efficiency. The use of internet and intranets could also come in handy in addressing this problem due to its richness in information. Databases could assist the management of school affairs recording and organization of data for east retrieval. It is a computerized library where you can access any information in it by searching using keywords (Weintraub Martineau 2002). This will help the principal access information on every department of the school easily without straining. Other people involved with the school like teachers, parents, workers, students could also gain easy access to the information. Portals could be helpful in a school environment since they improve on efficiency in data access. The school could develop portals such as student portals to help students access information about themselves without having to visit various offices for enquiries. The internet is always helpful since they contain diverse information on every field. Intranets contain information about the school and one could get all the information they need (Werth Werth 2011). In conclusion, the just-in-time training method is an efficient method of passing on knowledge to learners since it ensures only relevant information is passed on. It also saves on time spent on learning and the learners do not have to quit jobs to undergo training. Organizations are slowly embracing it since it proves to be very effective. It saves on costs since learners do not have to enroll in expensive programs, they can learn a lot when performing certain projects and this improves on quality. People with similar work, interests can create the knowledge they require, find the right channels to share it and apply it in their work. This promotes productivity of a business.

The Kennedy Conspiracy

The Kennedy Conspiracy The assassination of president Kennedy took place in the midst of two largely secret wars that the Kennedy brothers(president John F. Kennedy and Attorney General Robert F. Kennedy) were waging concurrently, one against organized crime and the other against Fidel Castro, the leader of Cuba.The war against organized crime was largely Robert F. Kennedy's pet operation, but it was carried on with full backing of his brother, the president.Robert F. Kennedy also played a major role in the struggle to overthrow Fidel Castro, but it was essentially an effort carried on by the CIA in alliance with the Cuban exiles.By the time the Kennedy's came to power, organized crime and its pawns in organized labor, like Jimmy Hoffa and the teamster's union, had become enormously powerful and arrogant.The Mafia bosses, inebriated with their power, and essentially unchallenged by the federal Government, had become arrogant and spoiled.Lee Harvey Oswald's seat in the Texas Theatre in D...They basically th ought that they could get away with anything. Even J. Edgar Hoover himself aided Mafia advancement. Finally Robert F. Kennedy forced Hoover to face up to the organized crime.MafiaThe accession of the Kennedy's to power brought a radical change in the relationship between the Federal Government and the Mafia families. Under the Kennedys there were to be no compromises with the Mafia. It was to be an all out war. This was the first time in US history that the executive branch of the government was to lead the fight against organized crime. After the debacle of the failed Bay of Pigs invasion, President Kennedy's Cuba Study Group came to the conclusion that "there can be no long-term living with Castro as a neighbor" and the president accepted this conclusion. Accordingly, in the summer of 1961, the Kennedy's launched a massive campaign to overthrow Fidel Castro,

The Division of Healthy Start Essay Example | Topics and Well Written Essays - 1500 words

The Division of Healthy Start - Essay Example lthy Start is a UK-wide government public health scheme that provides services such as nutritional safety for new mums, pregnant women and young children of low-income families. At the most important times in their lives, it helps them to eat healthily and also supports them to develop good habit for the future. It also provides tax credits to the low income families. Families with children under four years of age and women who are at least ten weeks pregnant qualify for healthy start, if the family is getting income-based jobseeker allowance, income support, income-related employment and support allowance and child tax credit having an annual income of 16,190 pound or less than that. It reduces infant mortality, increase the number of immunizes children, helps to prevent disease and improve handicapping condition among children. It provides diagnosis and treatment services to the low income group children and also provides access to the women health by giving prenatal, delivery and postpartum care, and to the children health by providing preventive care services (Cruz, 2012, pp.3-4). 2) Divisions of Healthy Start Healthy Start has four autonomous divisions and these are as follows: 2.a) Health System Division Health system division takes care of the health of women and children. It is like a medical home for the health of women that offers quality prenatal and intrapartum care, interconception care, cost-control platform, and integration and system navigation. 2.b) Educational System Division It is a way to success that starts early with baby college, then valued childhood education, followed by promise academy and youth development programs. 2.c) Economic System Division It is an opportunity incubator which combines the macroeconomic policies such as enterprise zones or empowerment with capital development such as microfinance, job training and business incubation, asset development for families and financial literacy, and net programs of high safety. 2.d) Co mmunity System Division It provides healthy community that promotes healthy food and physical activities, environmental justice, strong families and national equity (Cruz, 2012, pp.3-4). 3) Products and Services of Healthy Start The products of Healthy Start include milk, fruits and vegetable, vitamins, and medicines and drugs. The service which it offers includes cash management, outreach, screening for depression, health education and continuity of care. Apart from this certain health tips is also provided by them which includes healthy eating in pregnancy, safe bottle feeding, how and when to give solid foods to children, and how to manage the weight and stay active. 4) Critical Analysis 4.a) Setting the Strategy As mentioned, the product is in the mature stage which means that the product is a standard product but the growth scenario is low. The company is having strong buyer and high entry barrier because of the cost and value benefit provided by it and also because of the cust omer loyalty. It is the reason that they are expected to generate good cash flows for the next few years. In order to use these net cash flows to stimulate new products and to move into new markets, the managers have to follow the diversification strategy. So, the senior managers have to set the strategies in such a way that they could generate maximum ROI in order to get good

How old are the rocks of the Lewisian Complex in NW Scotland, and how Essay

How old are the rocks of the Lewisian Complex in NW Scotland, and how do we know - Essay Example This was followed by the new rocks folding and heating, and the intrusion of further magmas during the metamorphism, resulting in almost all the rocks being gneisses (Waters, 2003). The Lewisian Gneiss are a major division of Precambrian rocks (4.6 billion to 542 million years ago) in northwestern Scotland. In the region where the Lewisian rocks are found, they also form the lowermost rocks, also the Outer Hebrides, form the islands of Coll and Tiree, and are exposed along the northwestern coast of Scotland. â€Å"The oldest rocks of the Lewisian have been dated by radiometric technique between 2.4 billion and 2.6 billion years old, whereas the youngest Lewisian rocks have been dated at 1.6 billion years (Encyclopedia Britannica, 2010). Further, the Lewisian Complex form the oldest rocks of the British Isles, and are Mid- to Late- Archaen in age (Jones15). Most of these rocks are deformed and metamorphosed igneous rocks or orthogneisses. The types of rocks found in the Lewisian Comples are broadly subdivided into felsic gneisses which have a high content of light coloured minerals, mafic gneisses with a large proportion of dark mafic minerals, and ultramafic gneisses containing purely mafic minerals. Usually, the most highly abundant felsic gneisses develop from acidic igneous rocks, and mafic gneisses from basic igneous rocks. â€Å"Mafic and ultramafic gneisses are generally found together in this part of the Lewisian Complex, and are considered to be metamorphosed varieties of gabbro and peridotite† (Waters, 2003). The Lewisian Complex has been subjected to successive developments in techniques of age determination. There has been progressive tightening of constraints from Rb-Sr (rubidium/ strontium), K-Ar mineral (potassium/ argon) mineral dating, Rb-Sr and Pb-Pb (lead) whole rock studies through U-Pb dating of bulk zircon fractions, Sm-Nd rock and mineral investigation, to the most

Same-sex relationships and same-sex families Essay

Same-sex relationships and same-sex families - Essay Example This essay analyzes that the history of same-sex marriages and families, as well as the current political, cultural and social standing, all implicate boundaries, stereotypes, and inequalities that persist within society. Cultural Boundaries The concept of same-sex marriages and families is one which is divided and marginalized first because of the cultural implications that are within society. The roots of the United States claim equality and a sense of humanitarian acts in the Constitution. However, there are cultural divisions which are based on opposing history known for creating boundaries and marginalized groups. The traditional outlook that is within society moves back to the Puritan legalities in which the country was founded from. The religious implications include individuals that are interested in a married life and stable household that remains as a part of the upbringing of those in society, otherwise, it is considered sinful. This has transferred to contemporary society , specifically seen in cultural traditions such as the 1950s in which the woman and man are designated specific roles in the household and the characteristics of the family are designated with needing a refined upbringing. The representative culture which is known to be traditional and conservative in nature carries the cultural boundaries of opposing same-sex marriages and families (Wax, 2007). The problems with traditional roots that are a part of the culture are further divided by the gender roles and sexual orientation and definitions which are in the modern culture. The concept of same-sex marriage is one which raises questions about gender identity and the role which one should have in the family. When looking at the marriages, there is a specific association with the gender role, specifically because there isn’t a defined role with mother and father. If children are in the family, then it is usually conceived outside of the same-sex relationship or is based on finding a father or mother to assist with the child, which is picked genetically. The question which is raised comes from the concept of identity as well as what the gender role should be in these relationships. The concept becomes based on the idea that the family and the marriage are illegitimate because the gender roles can’t be defined or stereotyped into the same category as others (Ledsham, 2007). Social Implications The stereotypes based on gender roles and traditional means not only are based on the accepted cultures that are a part of society. There are also social implications which are based on accepting and rejecting those that fall into this stereotype. The main social implication starts with exposing the marginalized group within society while creating the stereotypes that immediately change the status of those that are building a same-sex marriage or family. When looking at social components, it can be seen that there are sex discrimination roles which form and take pl ace because of the stereotypes which occur from gender identity and the beliefs which are placed into the ideals of the same sex families. The concept of equality is one which becomes illegitimate because of cultural wars which are placed in society and which create boundaries between the groups of same-sex or traditional marriages (Widiss et al, 2007).

Heart and Soul Gem and Jewellery Analysis

Heart and Soul Gem and Jewellery Analysis Executive Summary Heart and Soul Gem and Jewellery is a well established company in Sri Lanka for the past 15 years. We have been catering to this market successfully and we have a proven track record of our achievement throughout past years. As mentioned above our products are Gem and Jewellery, and we market stones as well as designer jewellery to our target market. Our target market is the high end markets that always look for delicate and unique presence of styles in jewellery as well as in stones. We have been the market leader in Sri Lanka for the past five years and have been very successful in holding our position. In order to expand our business internationally we are now in the process of moving into different countries and exporting Gem and Jewellery. On this basis now we are in the progress of exporting Gem and Jewellery to the US market. Not only exporting but also we are planning to open up our retail outlets in the main suburbs which are well known for our types of products which would be California as well as Los Angeles. Thus, the following report will be analysing the US market as well as the feasibility of our products being exported there. The reports analyses various areas including the market analysis, product specifications, pricing, promotions, rules and implications and so on. Introduction Socio-cultural Analysis As early days as well as today market for Gems have a high demand all over the world. Mainly the biggest buyer for Gem stones are United States and European countries. People who are highly rich and moderate income earners coming from Royal Families, Celebrities from Hollywood to Bollywood wear these precious stones for their ultimate satisfaction needs. In USA most ladies wear these expensive stones such as Pearls, Rubies, and Sapphires for uniqueness and for the charming effect that built through these precious stones. Most men and women wear this stones to show there prestige as well as to enhance their public image and to show their wealthiest and the social class. As the social impact of having a Gemstone is remarkable experience and also mentioned as Good luck. A person who receives a wedding ring or the wedding necklace embedded with Diamond stones, on the wedding day she will be the luckiest lady in the whole world. Also another example a mother who receives a birthstone for her little one will be a memorable gift for all mothers of all ages. According to US culture women who are rich and fashionable, they normally dont miss to wear these accessories. Most of the elegant women who are capable of having several kinds of gemstones have the advantage of using variety of stones depending on the occasion. As an example diamonds gives a classy look and posh image for evening gatherings. And Rubies are very precious that gives a charming effect on women. Economic Analysis Gems Jewellery industry is one of the fastest growing markets in the world. Mainly USA is the largest buyer for gems and jewellery. The trends and challenges can influence the gems and jewellery market is in USA. There was a less demand for platinum jewellery in last few years in USA. One of the pluses accruing for the falling U.S. Dollar is the consequent depreciation which results. In this way, the products made in US will become more attractive in the international market. In the same way our gem export will be facing the Dollar shortage. This challenge will have to be circumventing by other ways. Firstly, it is wise to open a Sri Lanka branch in US because it can serve several purposes. Its can supply wholesale or retail or do the advertising of our local product. Sri Lanka branch can be sensitive to the customs, restrictions or variation keep our country in form. Our Sri Lankan Branch in Los Angeles can do so much to outdo the glittering synthetics for the following reasons. Also a future purchases in US on gemstone will be at a higher price. It is true that the entire ruff for the gem stone come to US from outside US has only a few exceptions. The general trend is that foreign stone have a general rising price trend that is keeping pace with the growing, fashions demand of US. The Product Evaluate product as an innovation as it is perceived by the intended market Relative Advantage Most importantly, the consumer must consider the product should have benefits that are superior to other options (Solomon, 2008, p. 653).Sri Lanka is well known as the island of gems, because the brilliant range of gems found in its soil, namely cats eye, spinel, blue, white, star and fancy sapphires, garnet, topaz, moonstones, zircon, , and chrysoberyl. The stones are mining in larger scale in Ratnapura and Elahara areas. Gem cutting ensures maximum yield and the best quality as well as its brings the maximum beauty, rarity, durability, and value of the stones. Compatibility The innovation must be consistent with current needs, values, beliefs, and behaviours. (Solomon, 2008, p. 652).U.S.A people love jewellery and they appreciate it when their jewellery is fashionable. They have different perception towards different stones. Mostly diamond stone is more popular in USA. The Market Describe the market(s) in which the product is to be sold Geographical region(s) Los Angeles is one of the renowned cities of United States of America. The city measures 71km longitudinally and 47km latitudinal. The perimeter of the city is 550km. (The Mineral and Gemstone Kingdom, 2010) It is the only major city in the United Statesseparated by a mountain range. Los Angeles in the United States is a most renowned place for Gem Exhibition. The gem collection in Los Angeles is a very prominent place because it has history along several years. The Gem collection has a world-wide in range and boasts particular strengths in different types from California and other such states. (The Mineral and Gemstone Kingdom, 2010) The collections are being actively improved principally through purchases with customer preferences. Forms of transportation and communication available in that region The Los Angeles in the United States operate a well form of transportation system for bus lines, as well as subway and light rail lines across Los Angeles City, with a combined daily ridership of 1.7 million. The majority of this (1.4 million) is taken up by the citys bus system, the second busiest city in the country. The subway and light rail combined average the remaining roughly 319,000 boarding per weekday. (Gem Fashion, 2010) Around 12% of Los Angeles commuters ride some form of public transportation, which places Los Angeles fourth among the 10 largest cities in the U.S. for the share of person along the ride using public means of transport. The citys subway system is the ninth busiest in the United States and its light rail system is the countrys third busiest. The city also has a commuter rail system Metro link in the central which links Los Angeles to all neighboring counties as well as many suburbs. Consumer buying habits Product-use patterns The passion with possessing gems is quite universal. Gems haveamusedand attracted for thousands of years. This also has been the gifts and sums of kings and queens and other such rulers. Most vital gems are the most demanding gifts to give or receive. Gems represent as a symbol of devotion and are the powerful approach of saying evermore to a loved one. Due to the hardiness of gems, they can be passed from one generation to another. A gem collecting is quite interesting; unlike purchasing a stockpile or a bond, trading with gems are enjoyable investments to accumulate. (Where are Gemstones found?, 2009) Although gems do not endow with income in the classical pattern, they provide an intuitive incomeexceptional in the collector market. Gems are uncommon, they are limited and findings have become exceedingly rare. Most precious stones are very old and the finest gems are long gone. Most extensive colour gemstone is accomplished withprehistorichand tools, a process by which invention cannot be accelerated to meet demand. (Gem Fashion, 2010) The best way to buy gemstones is to collect when the marketplaces are slowdown and sell when the markets are hot. Gemstones may represent an ideal store-of-value if inflation accelerates.Gemstones are the most determined form of wealth known to man. Gems are extremely convenient; and simply could be obscured and stored. Gems are concealed, convenient, non-detectable asset, and they are tremendous valuable wealth.Gems are anonymous and private; it is easy to store the gems secretly in a bank vault or other such secure place. Product feature preferences Ruby Ruby is a legendary gem because it has a fiery red colour. In close proximity to its colour, it is a most attractive gem due to its solidity, sturdiness, lustre, and rarity. Most of the transparent rubies of large sizes are even rarer than diamonds. The transparent flawless ruby in terms of value is most expensive compared to the other Gems. . (The Mineral and Gemstone Kingdom, 2010) Rubies should be Transparent in order to get an expensive value. Diamond Diamond is the mostvaluable Stone. It is well-known for its amazing lustre, hardness and beauty. It is the most valuable gems in the type of gemstone. The most fortunate shape diamond is one that is colourless with a sapphire shade or one, which sprays blue and scarlet rays with no black dots.Diamonds are the solid substance on terrain. (The Mineral and Gemstone Kingdom, 2010) They are more brilliant than any other natural gem. Their sparkling fire, durability, and rarity make them the most prized of gems. Diamonds are the mostglistening of true gems. They have a brilliant lustre, and alsoshow signs of dazzling colour flashes known as fire. Blue Sapphire Blue is the foremost colour of the sapphire. Blue is also the favourite colour, for certain people, men and women alike. The colour, strongly relates to the sapphire as it is, with thoughts of compassion and accord, friendship and loyalty: feelings which belong to individuality that show their appeal in the long term. Thus the azure of the sapphire has become a colour which fits as stable and reliable. (The Mineral and Gemstone Kingdom, 2010) That is one of the reasons that women prefer in many country wish for a sapphire ring on their engagement. The sapphire represents loyalty, but in the similar time it gives expression to peoples love and desire. Emerald Emeralds are excellent gemstones. In top quality, fine emeralds are still more precious than diamonds. These encompass the most beautiful, most intense and most beaming green that can probably be imagined as emerald green. The name emeralds come from Greek. Innumerable far-fetched stories have fledged up around this splendidgem. The green of the emerald is the colour of being and of the springtime, which comes round again and again. But it has also, for centuries, been the colour of beauty and of constant love. In olden days in Rome, green was the colour of Venus, the goddess of beauty and adore. And in the present day, this colour standstill a special site in many cultures and religions. Green, for example, is the divine colour of Islam. Many of the states of the Arab leagues have green in their streamer as a representation of the unity of their reliance. (The Mineral and Gemstone Kingdom, 2010) However this colour has a high status in the Catholic Church too, where green is regarde d as the most natural and the most elemental of therelated colours. There are many more stones which are highly demandable in USA, among which the above are the most vital and well known stones. Shopping habits These are the products that could be purchase to suit your need at any cost. The result array covers every price points, from low to high end. The designs are available at customer preference. Often buyers rely on the expertise of the sellers to pick out the latest patterns available in their stores. Buyers can purchase any expensive product when it comes for occasional seasons. Some buyers buy for their personal and private collections. Most of the Americans prefer expensive stones because they prefer Gems as an asset because investing is worthwhile because they last longer and keeping it would have a very huge demand if the stone is really valuable. (Solomon, 2008) The customers could ask for their own preferences if they do not want to buy the design that is available in the market for higher price. Distribution of the product Retail Outlets The distribution methods which we are going to carry on will consist of retail outlets as well as the use of agencies as the middlemen in the process. As mentioned before we are planning to open our company Palmna Gem and Jewellers in America, in Los Angeles and California which are the highly potential places to market Gem and Jewellery. Thus, well be having typical retail outlets in these two places. For now we are planning to operate one retail outlet in Los Angeles and one in California. (Where are Gemstones found?, 2009) The retail outlet in Los Angeles will be situated in down town which is actually the hub for all gemstones and jewellery outlets. Famous gemstones history lies in Los Angeles such as American Golden Topaz, Bismarck Sapphire Necklace, etc. (History of Famous Gemstones, 2000) Even though the competitors are nearby which might be a challenge for us to market our products, having outlets near them will automatically create the possibility of driving the target market to our outlets since they will anyway come to downtown of Los Angeles for the purchase of Gems and Jewellery. The spots marked in red in the map shows the competitors outlets in Downtown. The next outlet will be in California, which is the second major place which has a very high potential market for Gems and Jewellery. This outlet will be located in San Diego in California. This part of California is well known for tourists attraction. Not only a place filled with tourists but it is also a place where you can find most of the rich and the wealthy people living who is our potential target market. (Gemstones found in California, 1995-2009) Thus, the choice of this place is basically to attract the tourists who visit San Diego and also the rich business men in California. Middlemen involved in sales Since our company is having outlets only in Los Angeles and California, in order to distribute our products to potential customers in other regions of USA, we are planning to have agencies involved in it. The main reason of having these agencies would be to handle operations in other parts of USA. Gems and jewelleries are too risky to be outsourced to external agencies. Thus, we will be having our own internal agencies who will be working in different regions all over USA. They will be part of our employees and will be paid fixed fees on every transaction. Any additional payments will be on the basis of the number of sales they make. These agencies will be in regions such as, Tennessee, Arizona, Oregon, Idaho, Montana, Arkansas and Nevada. (Current Gemstones in United States, 2005-2009) These are potential places which have gem markets and also gem mines. These agencies will not only be responsible for the distributions in the relevant regions but also will act as Competitor Intelligence (CI) through which our company will keep in track of the competitors acts. Advertising and Promotion Advertising Media In order to promote our gem and jewelleries successfully in the US market, we have planned of various promotional aspects which would enable us to reach the target markets successfully. On that basis, when it comes to advertising in media the following would be our marketing strategies. Pricing Strategy Customary Mark-ups We are in the aim of taking our gem and jewelleries world by storm in the future. We do not have the same level of price mark ups for all our products. But, we do give the guarantee that the stones and jewellery we are selling genuine stones sourced and obtained by our company under the laws and regulations of USA. The reason why we do not have fixed mark-ups for our products is that the gems are exported from Sri Lanka which are truly genuine and are priceless. According to the customer and the value of different stones we keep a mark-up. But normally as all other retailers, the mark-up would be 300% or more. (Internet Forums, 2009) Considering the above factors, we cannot exactly decide the prices of the gemstones yet the values of the stones can be revealed. Approximately the values of the gemstones would be as follows In the above table ND stands for the value not disclosed because it would reveal proprietary information of small number of producers, included in totals. Available Discounts The discounts would vary from stone to stone and from purchase to purchase. Especially bulk purchases by consumers provide them with higher discounts than usual. Yet, the discounts would normally be a minimum of 5% to a maximum of 50% (The most widel traded Gemstones, 2009). Our company discounts will normally range as follows. Compare and contrast your product and the competitions products Direct Competitors When exporting gemstones to USA we are bound to meet many competitors in the market, therefore we need to make sure that the gems and jewelry are up to high standard and with great quality to survive in the industry. The main three direct competitors are, Tiffany co Macys jewelry Zales jewelry Tiffany co. Tiffany co. is known for great jewelry and for good quality for more than 150 years where the diamonds found at tiffanys stores are difficult to be found in other stores unless special orders for that type of quality is made. (Jewellers, 2009) They have many types of diamond jewelry starting form rings, bracelets, earrings, necklaces and pendants, and also engagement jewelry etc. packaging is done in a variety of ways but tiffanys is mainly famous for the blue box and the white bow which also has a hidden meaning of quality jewelry. Tiffanys also provide a full life time warranty where as if the diamond is not up to standard or as promised in the certificate they accept the jewelry back and provides with a refund of the full purchase price or a replacement with a diamond that meets each of the characteristics warranted. When a stone is cut for brilliance it may also loose size, and as known for brilliance is our measure tiffanys diamonds are cut for beauty not for size. The price range will vary from $1,000.00 to $ 50,000.00 for all the diamond stud jewelry, (Jewellers, 2009)However when purchasing a tiffany diamond the customer gets a brand name which is easily identifiable, Therefore customers mainly pay for the name of the brand not just for the product. Tiffanys promotional strategies are through websites which includes all the details of whats new in store and the respective prices and the outlets available in each city. Brochures, leaflets and billboards and jewelry exhibitions are also part of their promotional campaign to make the customer s more knowledgeable about the fine quality diamonds and jewelry available in store. (Jewellers, 2009) Macys Jewelry Macys has gained its brand equity throughout the years and will be a major competitor to us in the market as they are similar and consist of many gemstones with jewelry, gemstones such as diamond, ruby, sapphire, semi precious gemstones, turquoise, diamonds, cubic zirconium etc. it is known for quality and supplies a variety of jewelry to its customers primarily rings, bracelets, watches, mens jewelry, fashion jewelry, necklaces and pendants etc. The jewelry boxes are packed in many ways with different colours to suit the taste of the customer and different shapes. The price range will vary from $500.00 to $10000.00 based on the customers preference and the gem and jewelry type. (Jewellers, 2009) Like any famous brand mostly the price will be determined according to the brand as mostly the customers will have to pay a higher amount for the brand name. Macys uses different types of advertising and promotional methods to create awareness of whats new in stores and to gain customer loyalty. The promotional strategies are mainly promotional campaigns, billboards, leaflets, brochures, and magazine articles as gem and jewelry is a high end product and too much of publicity will cheapen the image of the product. Promotional campaigns will consist of events such as jewelry exhibitions where it will be easy access for Macys to reach its customers. (Jewellers, 2009) Zales Jewelry As most of the Americans prefer diamonds when wanting to purchase a gemstone Zales jewelry can also be classified as a competitor to us in the gem and jewelry industry. They have been in the industry and had been trusted since 1924 by making fine quality high class diamond stud jewelry which is mainly watchs, bracelets, necklaces and pendants, rings and engagement jewelry etc. (Jewellers, 2009) The brand name is not so prestigious at Zales but they do deliver fine quality diamond jewelry to its loyal customers and furthermore customers have to pay only for the piece of jewelry and not for the brand name as for the other competitors. All the jewelry is packed and given to customers in unique jewelry boxes with different colours mostly to suit customer preference mostly in pink, blue and black at the Zales jewelry store. Distribution is done all around Los Angeles, California (Burbank Town center, Glendale Galleria, Citadel outlet, West Side Pavilion, Fox Side mall, Santa Anita Fashion Park etc.) so that it will be convenient for customers to go to the nearest store and purchase jewelry according to their choice. The prices of diamond stone stud jewelry will be approximately from the range of $400.00 to $8000.00 and more varying according to the jewelry piece. (Jewellers, 2009) Zales jewelers will also conduct exhibitions which are open for any person to come and purchase jewelry according to their preference and taste and the diamond cut quality they require. The promotions they will conduct will be the giving out of brochures, billboards, web site etc. Market Size Expected Industry Sales USA is one of the largest market for Gem and Jewellery with 4% of the global Gems and Jewellery market. The expected industry sales in the domestic market for the year 2010 would be over US$ 10 billion. Apart from this the export market is expected to have a sales level of US$ 17 billion in the year 2010 which is around14% of the USA exports. USA accounts for about 20% of the world consumption in Gem and Jewellery and also one of the largest countries in the world known for diamond cutting and polishing. (Current Gemstones in United States, 2005-2009) Expected Company Sales In such a large market our expected sales for the planning year would be US$ 2.3 billion covering both the retail and the exports sales. This would be only around 8% of the industry sales. We are not expecting high sales in the planning year itself since itll be of a great challenge to capture a place in such a huge market. Thus, through our jewellery retail outlets we are planning for a sale of US$ 0.8 billion and through gem stone exports a sale of US$ 1.5 billion. Government participation in the market place Procedure for Export of Gems All Gem Exports should be channelled through the Exports Division of the National Gem and Jewellery Authority. ) Colombo Gem Centre Ratnapura or Gem Export Centre, Air Cargo Village, Air Port- Katunayake. The prospective Exporter should obtain a Gem Dealers License to cover the value of the merchandise to be exported. Exporters who wish to export their Gems should bring their goods to the Export Division N.G.J. A., before 3.00 p.m. on all working days 12.00 noon on Saturdays with eight (08) Copies of Commercial Invoices, which are to be used as follows. Export Manager Original Sri Lanka Customs 2nd Copy NGJA Statistics Division 3rd Copy 4th Copy to be used to make relevant payments to NGJA. Statistics Division (Customs)- 5th Copy 6th to 8th Copies are released to the Exporter. They are used to obtain Insurance Cover, for Airmail/Air Freight purposes, G. S. P. Certificate, Carnet Certificate and a copy to be retained by the exporter. Invoice The items will be examined at the Examination table by N.G.J. A. Gemmologist / valour and Customs Gem Appraiser / Gemmologist in the presence of the Exporter or his / her authorized representative. The sealed parcel is kept back with the N.G. J. A. and four copies of the invoice will be handed over to the exporter duly acknowledged by Export Manager; for the receipt of the parcel. Then the exporter is required to obtain insurance coverage for the parcel and pay the Export Service fee on F. O. B. The Exporter should get the Airway Bill from the respective Air Line Office and get a confirmation of the date and Air line which Air freights the Gem Parcel to the destination. On the day of collecting the parcels, Exporter should come to the NGJA, and particulars of the parcel have to be entered in the Releasing Register before 10.00 a.m. Air Mail parcels are released on all working days. The N.G.J. A. will check all the documents pertaining to the Export and release the parcel to Customs through Exporter enabling them to release the parcel to the Air Line (for Air Freight Parcels). After Customs formalities, are completed parcel (Air Mail) will be kept by Customs till it is released to the Post Office at the NGJA., for which the Exporter must bear the cost of air mail and stamp fees. After having the above mentioned approvals exporter can send the gemstone to the exporter country. Part Two Marketing Plan Executive Summary With the clear idea about the company, the market and the products to be exported which are clearly and specifically mentioned in the Marketing Audit, the following will detail the information about the marketing and sales of our company in USA. This Marketing Plan would focus on the promotional aspects, distribution, price determination and also the estimated budget and the income statement for the year 2010. This analysis would give a very clear idea regarding the process and possibilities of having a successful business in USA. It also highlights the vital aspects and how we are planning to market our product in such a competitive market which is totally different from our country Sri Lanka in ways of Culture, Technology, Economy, Politics and many more. This analysis was carried out with the use of the primary data collected from our company and other companies in Sri Lanka who are similarly exporting to USA. The secondary data collection was done through the internet and the relevant books which gave us ample of information regarding the industry and the market in USA. Thus, we were able to complete the report successfully and were able to put forward a detailed Marketing Plan. Marketing Objectives Product adaptation or modification Core component The market for Gemstone is more or less based on demand and rarity. Most people pay more for variety of gems that are esteemed and that are hard to find. It is moreover easy to get attracted to a certain colour gemstone, and finding usually a synthetic or fake jewel that reflects just as the real thing. Real jewellery with the label natural or genuine would show a little bit about the origins and terminology of types of gems. (Import Inspection, 2007) There are certain categories of gems that are allied with certain rock types. A person should be familiar with rocks; so that it will be easier to value with different types of gems that are common or extremely rare. For example, quartz is somewhat easy and frequently easy to find in nature. Though, gems can only be found in specific and limited environments, thus it is far more costly and valued. Packaging component There is a special packaging for Gemstones in order to sell the product in the market. Higher quality packaging material is used to pack the gemstones. For every purchase of a Gem the customers would be provided with authentic leather jewelry boxes layered with the company logo as a personal keepsake. Additionally, a purchase will arrive enclosed in a special glossy black Box, hand tied with a silver satin ribbon for every purchase. There is a Gift for every purchase .The customers will be impressed with the class, quality and distinctive design. Support services component To support the customers is a great pleasure because it will make the customers know the types of precious gem stones among the vast collection. Gem stones are undoubtedly unique gifts from Mother Nature and it is immensely important to preserve the natural quality and substance of the stone while cutting and designing to make the jewellery. It is important to provide high quality gemstone while preserving the genuine colour, shape and texture of the gem to the customers. Most of the Americans prefer gem stones, especially the Blue Sapphires and Rubies because they are world renowned for their great colour and value. Thus, the customers should be given to select the best gem stones when visiting to the store. Internet Forums, 2009) Promotion Mix Advertising Since the largest category in our advertising budget is likely to be the media costs, it makes sense to have a sound plan to manage that investment. The tool we need is a good media plan which helps us with every aspect of advertising. Advertising media refers to various means of advertising vehicles such as billboards, magazines, newspapers, television, and internet by which promotional messages are communicated to the public. The below mentioned advertising objectives would explain the importance of this particular area. Objectives Raise awareness of the company product by 25% a month, within the clearly identified target market. To implement geographic coverage within the California and New York cities. Communicate about the most precious and rarest gems available and the value for money of obtaining those. Build confidence in the organization and achieve an average of 60% increase in the sales. To be informative and encourage further information search for our product. To create a reputation as the market leader in Gems and therefore increase brand recognition loyalty. Media Mix After understanding the various aspects of each media separately and the advantages and the limitations of each, we can conclude that no single media would be able to reach the target population individually. The advertisers need to prepare an extensive media mix in order to accomplish their objective of maximum reach and frequency. Thus our media mix for this particular campaign will be elaborated separately as follows. (Highlights, 2008) TELEVISION ADVERTISEMENT: We chose Television as our media vehicle of broadcasting for the advertisement to be aired out of which especially ABC FOX, since these were considered the most watched TV channels in California and New York. Since most of the people are unaware of the company, we suggest the ads are aired 3 days a week between the time period of 7.00 pm and 10.00 pm du Heart and Soul Gem and Jewellery Analysis Heart and Soul Gem and Jewellery Analysis Executive Summary Heart and Soul Gem and Jewellery is a well established company in Sri Lanka for the past 15 years. We have been catering to this market successfully and we have a proven track record of our achievement throughout past years. As mentioned above our products are Gem and Jewellery, and we market stones as well as designer jewellery to our target market. Our target market is the high end markets that always look for delicate and unique presence of styles in jewellery as well as in stones. We have been the market leader in Sri Lanka for the past five years and have been very successful in holding our position. In order to expand our business internationally we are now in the process of moving into different countries and exporting Gem and Jewellery. On this basis now we are in the progress of exporting Gem and Jewellery to the US market. Not only exporting but also we are planning to open up our retail outlets in the main suburbs which are well known for our types of products which would be California as well as Los Angeles. Thus, the following report will be analysing the US market as well as the feasibility of our products being exported there. The reports analyses various areas including the market analysis, product specifications, pricing, promotions, rules and implications and so on. Introduction Socio-cultural Analysis As early days as well as today market for Gems have a high demand all over the world. Mainly the biggest buyer for Gem stones are United States and European countries. People who are highly rich and moderate income earners coming from Royal Families, Celebrities from Hollywood to Bollywood wear these precious stones for their ultimate satisfaction needs. In USA most ladies wear these expensive stones such as Pearls, Rubies, and Sapphires for uniqueness and for the charming effect that built through these precious stones. Most men and women wear this stones to show there prestige as well as to enhance their public image and to show their wealthiest and the social class. As the social impact of having a Gemstone is remarkable experience and also mentioned as Good luck. A person who receives a wedding ring or the wedding necklace embedded with Diamond stones, on the wedding day she will be the luckiest lady in the whole world. Also another example a mother who receives a birthstone for her little one will be a memorable gift for all mothers of all ages. According to US culture women who are rich and fashionable, they normally dont miss to wear these accessories. Most of the elegant women who are capable of having several kinds of gemstones have the advantage of using variety of stones depending on the occasion. As an example diamonds gives a classy look and posh image for evening gatherings. And Rubies are very precious that gives a charming effect on women. Economic Analysis Gems Jewellery industry is one of the fastest growing markets in the world. Mainly USA is the largest buyer for gems and jewellery. The trends and challenges can influence the gems and jewellery market is in USA. There was a less demand for platinum jewellery in last few years in USA. One of the pluses accruing for the falling U.S. Dollar is the consequent depreciation which results. In this way, the products made in US will become more attractive in the international market. In the same way our gem export will be facing the Dollar shortage. This challenge will have to be circumventing by other ways. Firstly, it is wise to open a Sri Lanka branch in US because it can serve several purposes. Its can supply wholesale or retail or do the advertising of our local product. Sri Lanka branch can be sensitive to the customs, restrictions or variation keep our country in form. Our Sri Lankan Branch in Los Angeles can do so much to outdo the glittering synthetics for the following reasons. Also a future purchases in US on gemstone will be at a higher price. It is true that the entire ruff for the gem stone come to US from outside US has only a few exceptions. The general trend is that foreign stone have a general rising price trend that is keeping pace with the growing, fashions demand of US. The Product Evaluate product as an innovation as it is perceived by the intended market Relative Advantage Most importantly, the consumer must consider the product should have benefits that are superior to other options (Solomon, 2008, p. 653).Sri Lanka is well known as the island of gems, because the brilliant range of gems found in its soil, namely cats eye, spinel, blue, white, star and fancy sapphires, garnet, topaz, moonstones, zircon, , and chrysoberyl. The stones are mining in larger scale in Ratnapura and Elahara areas. Gem cutting ensures maximum yield and the best quality as well as its brings the maximum beauty, rarity, durability, and value of the stones. Compatibility The innovation must be consistent with current needs, values, beliefs, and behaviours. (Solomon, 2008, p. 652).U.S.A people love jewellery and they appreciate it when their jewellery is fashionable. They have different perception towards different stones. Mostly diamond stone is more popular in USA. The Market Describe the market(s) in which the product is to be sold Geographical region(s) Los Angeles is one of the renowned cities of United States of America. The city measures 71km longitudinally and 47km latitudinal. The perimeter of the city is 550km. (The Mineral and Gemstone Kingdom, 2010) It is the only major city in the United Statesseparated by a mountain range. Los Angeles in the United States is a most renowned place for Gem Exhibition. The gem collection in Los Angeles is a very prominent place because it has history along several years. The Gem collection has a world-wide in range and boasts particular strengths in different types from California and other such states. (The Mineral and Gemstone Kingdom, 2010) The collections are being actively improved principally through purchases with customer preferences. Forms of transportation and communication available in that region The Los Angeles in the United States operate a well form of transportation system for bus lines, as well as subway and light rail lines across Los Angeles City, with a combined daily ridership of 1.7 million. The majority of this (1.4 million) is taken up by the citys bus system, the second busiest city in the country. The subway and light rail combined average the remaining roughly 319,000 boarding per weekday. (Gem Fashion, 2010) Around 12% of Los Angeles commuters ride some form of public transportation, which places Los Angeles fourth among the 10 largest cities in the U.S. for the share of person along the ride using public means of transport. The citys subway system is the ninth busiest in the United States and its light rail system is the countrys third busiest. The city also has a commuter rail system Metro link in the central which links Los Angeles to all neighboring counties as well as many suburbs. Consumer buying habits Product-use patterns The passion with possessing gems is quite universal. Gems haveamusedand attracted for thousands of years. This also has been the gifts and sums of kings and queens and other such rulers. Most vital gems are the most demanding gifts to give or receive. Gems represent as a symbol of devotion and are the powerful approach of saying evermore to a loved one. Due to the hardiness of gems, they can be passed from one generation to another. A gem collecting is quite interesting; unlike purchasing a stockpile or a bond, trading with gems are enjoyable investments to accumulate. (Where are Gemstones found?, 2009) Although gems do not endow with income in the classical pattern, they provide an intuitive incomeexceptional in the collector market. Gems are uncommon, they are limited and findings have become exceedingly rare. Most precious stones are very old and the finest gems are long gone. Most extensive colour gemstone is accomplished withprehistorichand tools, a process by which invention cannot be accelerated to meet demand. (Gem Fashion, 2010) The best way to buy gemstones is to collect when the marketplaces are slowdown and sell when the markets are hot. Gemstones may represent an ideal store-of-value if inflation accelerates.Gemstones are the most determined form of wealth known to man. Gems are extremely convenient; and simply could be obscured and stored. Gems are concealed, convenient, non-detectable asset, and they are tremendous valuable wealth.Gems are anonymous and private; it is easy to store the gems secretly in a bank vault or other such secure place. Product feature preferences Ruby Ruby is a legendary gem because it has a fiery red colour. In close proximity to its colour, it is a most attractive gem due to its solidity, sturdiness, lustre, and rarity. Most of the transparent rubies of large sizes are even rarer than diamonds. The transparent flawless ruby in terms of value is most expensive compared to the other Gems. . (The Mineral and Gemstone Kingdom, 2010) Rubies should be Transparent in order to get an expensive value. Diamond Diamond is the mostvaluable Stone. It is well-known for its amazing lustre, hardness and beauty. It is the most valuable gems in the type of gemstone. The most fortunate shape diamond is one that is colourless with a sapphire shade or one, which sprays blue and scarlet rays with no black dots.Diamonds are the solid substance on terrain. (The Mineral and Gemstone Kingdom, 2010) They are more brilliant than any other natural gem. Their sparkling fire, durability, and rarity make them the most prized of gems. Diamonds are the mostglistening of true gems. They have a brilliant lustre, and alsoshow signs of dazzling colour flashes known as fire. Blue Sapphire Blue is the foremost colour of the sapphire. Blue is also the favourite colour, for certain people, men and women alike. The colour, strongly relates to the sapphire as it is, with thoughts of compassion and accord, friendship and loyalty: feelings which belong to individuality that show their appeal in the long term. Thus the azure of the sapphire has become a colour which fits as stable and reliable. (The Mineral and Gemstone Kingdom, 2010) That is one of the reasons that women prefer in many country wish for a sapphire ring on their engagement. The sapphire represents loyalty, but in the similar time it gives expression to peoples love and desire. Emerald Emeralds are excellent gemstones. In top quality, fine emeralds are still more precious than diamonds. These encompass the most beautiful, most intense and most beaming green that can probably be imagined as emerald green. The name emeralds come from Greek. Innumerable far-fetched stories have fledged up around this splendidgem. The green of the emerald is the colour of being and of the springtime, which comes round again and again. But it has also, for centuries, been the colour of beauty and of constant love. In olden days in Rome, green was the colour of Venus, the goddess of beauty and adore. And in the present day, this colour standstill a special site in many cultures and religions. Green, for example, is the divine colour of Islam. Many of the states of the Arab leagues have green in their streamer as a representation of the unity of their reliance. (The Mineral and Gemstone Kingdom, 2010) However this colour has a high status in the Catholic Church too, where green is regarde d as the most natural and the most elemental of therelated colours. There are many more stones which are highly demandable in USA, among which the above are the most vital and well known stones. Shopping habits These are the products that could be purchase to suit your need at any cost. The result array covers every price points, from low to high end. The designs are available at customer preference. Often buyers rely on the expertise of the sellers to pick out the latest patterns available in their stores. Buyers can purchase any expensive product when it comes for occasional seasons. Some buyers buy for their personal and private collections. Most of the Americans prefer expensive stones because they prefer Gems as an asset because investing is worthwhile because they last longer and keeping it would have a very huge demand if the stone is really valuable. (Solomon, 2008) The customers could ask for their own preferences if they do not want to buy the design that is available in the market for higher price. Distribution of the product Retail Outlets The distribution methods which we are going to carry on will consist of retail outlets as well as the use of agencies as the middlemen in the process. As mentioned before we are planning to open our company Palmna Gem and Jewellers in America, in Los Angeles and California which are the highly potential places to market Gem and Jewellery. Thus, well be having typical retail outlets in these two places. For now we are planning to operate one retail outlet in Los Angeles and one in California. (Where are Gemstones found?, 2009) The retail outlet in Los Angeles will be situated in down town which is actually the hub for all gemstones and jewellery outlets. Famous gemstones history lies in Los Angeles such as American Golden Topaz, Bismarck Sapphire Necklace, etc. (History of Famous Gemstones, 2000) Even though the competitors are nearby which might be a challenge for us to market our products, having outlets near them will automatically create the possibility of driving the target market to our outlets since they will anyway come to downtown of Los Angeles for the purchase of Gems and Jewellery. The spots marked in red in the map shows the competitors outlets in Downtown. The next outlet will be in California, which is the second major place which has a very high potential market for Gems and Jewellery. This outlet will be located in San Diego in California. This part of California is well known for tourists attraction. Not only a place filled with tourists but it is also a place where you can find most of the rich and the wealthy people living who is our potential target market. (Gemstones found in California, 1995-2009) Thus, the choice of this place is basically to attract the tourists who visit San Diego and also the rich business men in California. Middlemen involved in sales Since our company is having outlets only in Los Angeles and California, in order to distribute our products to potential customers in other regions of USA, we are planning to have agencies involved in it. The main reason of having these agencies would be to handle operations in other parts of USA. Gems and jewelleries are too risky to be outsourced to external agencies. Thus, we will be having our own internal agencies who will be working in different regions all over USA. They will be part of our employees and will be paid fixed fees on every transaction. Any additional payments will be on the basis of the number of sales they make. These agencies will be in regions such as, Tennessee, Arizona, Oregon, Idaho, Montana, Arkansas and Nevada. (Current Gemstones in United States, 2005-2009) These are potential places which have gem markets and also gem mines. These agencies will not only be responsible for the distributions in the relevant regions but also will act as Competitor Intelligence (CI) through which our company will keep in track of the competitors acts. Advertising and Promotion Advertising Media In order to promote our gem and jewelleries successfully in the US market, we have planned of various promotional aspects which would enable us to reach the target markets successfully. On that basis, when it comes to advertising in media the following would be our marketing strategies. Pricing Strategy Customary Mark-ups We are in the aim of taking our gem and jewelleries world by storm in the future. We do not have the same level of price mark ups for all our products. But, we do give the guarantee that the stones and jewellery we are selling genuine stones sourced and obtained by our company under the laws and regulations of USA. The reason why we do not have fixed mark-ups for our products is that the gems are exported from Sri Lanka which are truly genuine and are priceless. According to the customer and the value of different stones we keep a mark-up. But normally as all other retailers, the mark-up would be 300% or more. (Internet Forums, 2009) Considering the above factors, we cannot exactly decide the prices of the gemstones yet the values of the stones can be revealed. Approximately the values of the gemstones would be as follows In the above table ND stands for the value not disclosed because it would reveal proprietary information of small number of producers, included in totals. Available Discounts The discounts would vary from stone to stone and from purchase to purchase. Especially bulk purchases by consumers provide them with higher discounts than usual. Yet, the discounts would normally be a minimum of 5% to a maximum of 50% (The most widel traded Gemstones, 2009). Our company discounts will normally range as follows. Compare and contrast your product and the competitions products Direct Competitors When exporting gemstones to USA we are bound to meet many competitors in the market, therefore we need to make sure that the gems and jewelry are up to high standard and with great quality to survive in the industry. The main three direct competitors are, Tiffany co Macys jewelry Zales jewelry Tiffany co. Tiffany co. is known for great jewelry and for good quality for more than 150 years where the diamonds found at tiffanys stores are difficult to be found in other stores unless special orders for that type of quality is made. (Jewellers, 2009) They have many types of diamond jewelry starting form rings, bracelets, earrings, necklaces and pendants, and also engagement jewelry etc. packaging is done in a variety of ways but tiffanys is mainly famous for the blue box and the white bow which also has a hidden meaning of quality jewelry. Tiffanys also provide a full life time warranty where as if the diamond is not up to standard or as promised in the certificate they accept the jewelry back and provides with a refund of the full purchase price or a replacement with a diamond that meets each of the characteristics warranted. When a stone is cut for brilliance it may also loose size, and as known for brilliance is our measure tiffanys diamonds are cut for beauty not for size. The price range will vary from $1,000.00 to $ 50,000.00 for all the diamond stud jewelry, (Jewellers, 2009)However when purchasing a tiffany diamond the customer gets a brand name which is easily identifiable, Therefore customers mainly pay for the name of the brand not just for the product. Tiffanys promotional strategies are through websites which includes all the details of whats new in store and the respective prices and the outlets available in each city. Brochures, leaflets and billboards and jewelry exhibitions are also part of their promotional campaign to make the customer s more knowledgeable about the fine quality diamonds and jewelry available in store. (Jewellers, 2009) Macys Jewelry Macys has gained its brand equity throughout the years and will be a major competitor to us in the market as they are similar and consist of many gemstones with jewelry, gemstones such as diamond, ruby, sapphire, semi precious gemstones, turquoise, diamonds, cubic zirconium etc. it is known for quality and supplies a variety of jewelry to its customers primarily rings, bracelets, watches, mens jewelry, fashion jewelry, necklaces and pendants etc. The jewelry boxes are packed in many ways with different colours to suit the taste of the customer and different shapes. The price range will vary from $500.00 to $10000.00 based on the customers preference and the gem and jewelry type. (Jewellers, 2009) Like any famous brand mostly the price will be determined according to the brand as mostly the customers will have to pay a higher amount for the brand name. Macys uses different types of advertising and promotional methods to create awareness of whats new in stores and to gain customer loyalty. The promotional strategies are mainly promotional campaigns, billboards, leaflets, brochures, and magazine articles as gem and jewelry is a high end product and too much of publicity will cheapen the image of the product. Promotional campaigns will consist of events such as jewelry exhibitions where it will be easy access for Macys to reach its customers. (Jewellers, 2009) Zales Jewelry As most of the Americans prefer diamonds when wanting to purchase a gemstone Zales jewelry can also be classified as a competitor to us in the gem and jewelry industry. They have been in the industry and had been trusted since 1924 by making fine quality high class diamond stud jewelry which is mainly watchs, bracelets, necklaces and pendants, rings and engagement jewelry etc. (Jewellers, 2009) The brand name is not so prestigious at Zales but they do deliver fine quality diamond jewelry to its loyal customers and furthermore customers have to pay only for the piece of jewelry and not for the brand name as for the other competitors. All the jewelry is packed and given to customers in unique jewelry boxes with different colours mostly to suit customer preference mostly in pink, blue and black at the Zales jewelry store. Distribution is done all around Los Angeles, California (Burbank Town center, Glendale Galleria, Citadel outlet, West Side Pavilion, Fox Side mall, Santa Anita Fashion Park etc.) so that it will be convenient for customers to go to the nearest store and purchase jewelry according to their choice. The prices of diamond stone stud jewelry will be approximately from the range of $400.00 to $8000.00 and more varying according to the jewelry piece. (Jewellers, 2009) Zales jewelers will also conduct exhibitions which are open for any person to come and purchase jewelry according to their preference and taste and the diamond cut quality they require. The promotions they will conduct will be the giving out of brochures, billboards, web site etc. Market Size Expected Industry Sales USA is one of the largest market for Gem and Jewellery with 4% of the global Gems and Jewellery market. The expected industry sales in the domestic market for the year 2010 would be over US$ 10 billion. Apart from this the export market is expected to have a sales level of US$ 17 billion in the year 2010 which is around14% of the USA exports. USA accounts for about 20% of the world consumption in Gem and Jewellery and also one of the largest countries in the world known for diamond cutting and polishing. (Current Gemstones in United States, 2005-2009) Expected Company Sales In such a large market our expected sales for the planning year would be US$ 2.3 billion covering both the retail and the exports sales. This would be only around 8% of the industry sales. We are not expecting high sales in the planning year itself since itll be of a great challenge to capture a place in such a huge market. Thus, through our jewellery retail outlets we are planning for a sale of US$ 0.8 billion and through gem stone exports a sale of US$ 1.5 billion. Government participation in the market place Procedure for Export of Gems All Gem Exports should be channelled through the Exports Division of the National Gem and Jewellery Authority. ) Colombo Gem Centre Ratnapura or Gem Export Centre, Air Cargo Village, Air Port- Katunayake. The prospective Exporter should obtain a Gem Dealers License to cover the value of the merchandise to be exported. Exporters who wish to export their Gems should bring their goods to the Export Division N.G.J. A., before 3.00 p.m. on all working days 12.00 noon on Saturdays with eight (08) Copies of Commercial Invoices, which are to be used as follows. Export Manager Original Sri Lanka Customs 2nd Copy NGJA Statistics Division 3rd Copy 4th Copy to be used to make relevant payments to NGJA. Statistics Division (Customs)- 5th Copy 6th to 8th Copies are released to the Exporter. They are used to obtain Insurance Cover, for Airmail/Air Freight purposes, G. S. P. Certificate, Carnet Certificate and a copy to be retained by the exporter. Invoice The items will be examined at the Examination table by N.G.J. A. Gemmologist / valour and Customs Gem Appraiser / Gemmologist in the presence of the Exporter or his / her authorized representative. The sealed parcel is kept back with the N.G. J. A. and four copies of the invoice will be handed over to the exporter duly acknowledged by Export Manager; for the receipt of the parcel. Then the exporter is required to obtain insurance coverage for the parcel and pay the Export Service fee on F. O. B. The Exporter should get the Airway Bill from the respective Air Line Office and get a confirmation of the date and Air line which Air freights the Gem Parcel to the destination. On the day of collecting the parcels, Exporter should come to the NGJA, and particulars of the parcel have to be entered in the Releasing Register before 10.00 a.m. Air Mail parcels are released on all working days. The N.G.J. A. will check all the documents pertaining to the Export and release the parcel to Customs through Exporter enabling them to release the parcel to the Air Line (for Air Freight Parcels). After Customs formalities, are completed parcel (Air Mail) will be kept by Customs till it is released to the Post Office at the NGJA., for which the Exporter must bear the cost of air mail and stamp fees. After having the above mentioned approvals exporter can send the gemstone to the exporter country. Part Two Marketing Plan Executive Summary With the clear idea about the company, the market and the products to be exported which are clearly and specifically mentioned in the Marketing Audit, the following will detail the information about the marketing and sales of our company in USA. This Marketing Plan would focus on the promotional aspects, distribution, price determination and also the estimated budget and the income statement for the year 2010. This analysis would give a very clear idea regarding the process and possibilities of having a successful business in USA. It also highlights the vital aspects and how we are planning to market our product in such a competitive market which is totally different from our country Sri Lanka in ways of Culture, Technology, Economy, Politics and many more. This analysis was carried out with the use of the primary data collected from our company and other companies in Sri Lanka who are similarly exporting to USA. The secondary data collection was done through the internet and the relevant books which gave us ample of information regarding the industry and the market in USA. Thus, we were able to complete the report successfully and were able to put forward a detailed Marketing Plan. Marketing Objectives Product adaptation or modification Core component The market for Gemstone is more or less based on demand and rarity. Most people pay more for variety of gems that are esteemed and that are hard to find. It is moreover easy to get attracted to a certain colour gemstone, and finding usually a synthetic or fake jewel that reflects just as the real thing. Real jewellery with the label natural or genuine would show a little bit about the origins and terminology of types of gems. (Import Inspection, 2007) There are certain categories of gems that are allied with certain rock types. A person should be familiar with rocks; so that it will be easier to value with different types of gems that are common or extremely rare. For example, quartz is somewhat easy and frequently easy to find in nature. Though, gems can only be found in specific and limited environments, thus it is far more costly and valued. Packaging component There is a special packaging for Gemstones in order to sell the product in the market. Higher quality packaging material is used to pack the gemstones. For every purchase of a Gem the customers would be provided with authentic leather jewelry boxes layered with the company logo as a personal keepsake. Additionally, a purchase will arrive enclosed in a special glossy black Box, hand tied with a silver satin ribbon for every purchase. There is a Gift for every purchase .The customers will be impressed with the class, quality and distinctive design. Support services component To support the customers is a great pleasure because it will make the customers know the types of precious gem stones among the vast collection. Gem stones are undoubtedly unique gifts from Mother Nature and it is immensely important to preserve the natural quality and substance of the stone while cutting and designing to make the jewellery. It is important to provide high quality gemstone while preserving the genuine colour, shape and texture of the gem to the customers. Most of the Americans prefer gem stones, especially the Blue Sapphires and Rubies because they are world renowned for their great colour and value. Thus, the customers should be given to select the best gem stones when visiting to the store. Internet Forums, 2009) Promotion Mix Advertising Since the largest category in our advertising budget is likely to be the media costs, it makes sense to have a sound plan to manage that investment. The tool we need is a good media plan which helps us with every aspect of advertising. Advertising media refers to various means of advertising vehicles such as billboards, magazines, newspapers, television, and internet by which promotional messages are communicated to the public. The below mentioned advertising objectives would explain the importance of this particular area. Objectives Raise awareness of the company product by 25% a month, within the clearly identified target market. To implement geographic coverage within the California and New York cities. Communicate about the most precious and rarest gems available and the value for money of obtaining those. Build confidence in the organization and achieve an average of 60% increase in the sales. To be informative and encourage further information search for our product. To create a reputation as the market leader in Gems and therefore increase brand recognition loyalty. Media Mix After understanding the various aspects of each media separately and the advantages and the limitations of each, we can conclude that no single media would be able to reach the target population individually. The advertisers need to prepare an extensive media mix in order to accomplish their objective of maximum reach and frequency. Thus our media mix for this particular campaign will be elaborated separately as follows. (Highlights, 2008) TELEVISION ADVERTISEMENT: We chose Television as our media vehicle of broadcasting for the advertisement to be aired out of which especially ABC FOX, since these were considered the most watched TV channels in California and New York. Since most of the people are unaware of the company, we suggest the ads are aired 3 days a week between the time period of 7.00 pm and 10.00 pm du