Energy Drinks Market in Denmark

Table of Contents 1. Introduction3 1. 1 Problem Description3 1. 2 Problem Statement3 1. 2. 1 What is the preference of customers between Burn and Red Bull? 3 1. 2. 2 How should Burn products be developed and how should they be priced? 3 1. 2. 3 How should Coca-cola Denmark promote and distribute Burn? 3 1. 3 Definitions3 1. 3. 1 Energy drink3 1. 3. 2 Burn energy drink4 1. 3. 3 Red Bull energy drink4 1. 4 Demarcations (Scope and limitation of the study)4 2 Theoretical Background4 2. 1 Market segmentation5 2. 2 Competitive Benchmark Analysis5 2. 3 Marketing Mix (4 Ps)5 3 Methodology Description5 . 1 Research Design5 3. 2 Primary and secondary data collection5 3. 3 Qualitative data collection6 3. 4 Quantitative data collection6 4 Presentation and analysis of data6 4. 1 Market Segmentation of energy drinks6 4. 1. 1 Analysis of Focused group interview:6 4. 1. 2 Analysis of Online questionnaire survey7 4. 2 Competitor Benchmark (Burn and Red Bull)10 4. 2. 1 Analysis of Focused group interv iew:10 4. 2. 2 Analysis of Online questionnaire survey11 5 Findings and summary of the analysis13 6 Recommendations14 6. 1 Product14 6. 2 Price14 6. 3 Place14 6. 4 Promotion14 7 Conclusion15 References16 9 Appendices17 1. Introduction Danish soft drinks sales have recorded positive volume growth in recent years. Strong volume growth was recorded in energy drinks sales attributed to the aggressive marketing and new product launches. Some of the major players in the Danish energy drink market are Burn and Red Bull. Accordingly, the main aim of this report will be to identify and analyze the possible ways for Burn energy drink product to compete with the world famous energy drink Red Bull which has recently entered into Danish energy drink market in 2009. . 1 Problem Description In 2009, the Danish Veterinary and Food Administration approved the increase of caffeine level in energy drink. This has given a wide-open-door for beverage companies to develop in this segment. Taking advantag e of this opportunity, Red bull the world’s most famous energy drink company, started to compete within the Danish energy drink market. On the other hand, Coca-cola Denmark also considered it as an opportunity to further develop product chain of its energy drink Burn. In Denmark, Burn has been dominating the energy drink market so far but now with the entry of Red Bull into the market it will now have to strategically develop its marketing mix to find a better way to compete with Red Bull and maintain its dominant position. 1. 2 Problem Statement We define the problem question for our research as follows: How could Burn compete with Red Bull on the Danish energy drink market? To support main question we have formulated some sub questions. They are as follows: 1. 2. 1 What is the preference of customers between Burn and Red Bull? . 2. 2 How should Burn products be developed and how should they be priced? 1. 2. 3 How should Coca-cola Denmark promote and distribute Burn? 1. 3 Definitions 1. 3. 1 Energy drink Energy drink can be defined as a drink or the beverage that contains higher doses of caffeine and other stimulating agents that give you instant energy. The doses of the caffeine and the stimulants are legally approved by the government health au thorities. The main purpose of drinking an Energy drink is to get an instant energy to your body. 1. 3. 2 Burn energy drink Burn Energy Drink is a functional beverage, mixture of 14 ingredients that come in a 16 ounce can and is available at almost every grocery store or convenience store across Denmark. It is one of the products of Coca-Cola Company. 1. 3. 3 Red Bull energy drink Red Bull Energy Drink is a functional beverage, specially developed for periods of increased mental and physical exertion. It can be drunk in virtually any situation: during sports, at work, whilst driving and during leisure activities. 1. 4 Demarcations (Scope and limitation of the study) As every report has its limitations, this report is also subject to various limitations. This report is based on two products, Burn and Red Bull which are the products of The Coca-Cola Company and The Red Bull Company respectively. These two companies have various product categories; however this report will be focused only on those two products among wide category of energy drink in energy drink sector. As far as the market place is concerned, this report is limited to the Danish market. Most of the consumers of energy drinks in Danish market are mainly the younger people aged 18-25. Considering this fact we have selected this age group as our target group. 2 Theoretical Background This section of the report helps to provide the broad theoretical framework used for interpreting the research presented in this report. Various marketing theories have been applied as a background in this report. Theory of Market segmentation is used to analyze Burn and Red Bull in the Danish Market. To analyze the competition between Burn and Red Bull, Competitor Benchmark Analysis is used. Finally Using the theory of Marketing Mix (4 Ps), recommendation to Burn has been made to successfully develop its marketing campaign so that it can increase its sales and compete with Red Bull. 2. 1 Market segmentation Market segmentation will be identified by taking into consideration the demographic variables (like gender, different age group and life style) and geographical locations (various cities of Denmark) like Center of Copenhagen, Sj? lland, Fyn and Jylland 2. 2 Competitive Benchmark Analysis Competitive benchmark of Burn will be made with its direct competitor, Red Bull. For this we will take various factors which are flavor, taste, brand, price, place (convenient to buy), packaging and effectiveness of the products. During our group discussion these factors came up as the most relevant criteria for making competitive benchmark. Accordingly, respondents were asked to rate and evaluate both Burn and Red Bull on those factors during the online survey. 2. 3 Marketing Mix (4 Ps) Marketing Mix i. e. 4 Ps will be taken as theoretical base for providing recommendation to Burn after the analysis of data and findings are presented. Accordingly, Product, Price, Place and Promotion Strategy will be presented in order for Burn to successfully compete against its rival Red Bull. Then after, the conclusion will be made. 3 Methodology Description This section of the report gives information about the stages that we went through while doing the research and writing the report. 3. Research Design We chose exploratory design as our research design. We have a research problem which is unstructured. We do not have enough information about our topic for which we have to investigate more on our topic. Both Qualitative and quantitative data collection methods are used. To gain more and more information and insights about the probl em topic, Qualitative research design was chosen. Using qualitative data collection method, it became easier for us to change translate and reformulate our unstructured questions. Quantitative method is also used in order to check the validity of the results obtained from qualitative method. For quantitative data collection we tried to get as many respondents as possible who can represent the total population. 3. 2 Primary and secondary data collection For this research we have chosen both Qualitative and Quantitative data collection method for primary data. Similarly, wherever required, we have also used secondary data from the articles, publications and website of the company as well as blogs and other relevant news articles. 3. 3 Qualitative data collection To collect the qualitative data, a focus group interview was conducted. We prepared the interview guide for the focus group which is attached in the appendix. The focus group contained 11 members who are the students from 2nd semester class at Niels Brock. After the completion of interview process we also took a blind test among the focus group interview participants plus 15 other students. Students were chosen randomly. Each of them were given to drink two glasses, one filled with Burn and another filled with Red Bull and were asked which one they like and how they taste. The responses from the participants were used for the analysis. 3. 4 Quantitative data collection To collect quantitative data, we prepared structured questionnaire. It consisted of 15 questions (open and closed ended questions). We posted our research questionnaire in the Facebook blogs and invited 600 Facebook users through simple random method. We got only 116 responses and of which only 77 respondents answered all questions of questionnaire. So in this research 77 respondents are our total number of observation. In other words our sample size is 77 which represent the total population of energy drink customers in Denmark. 4 Presentation and analysis of data The presentation and analysis of data has been categorized as Market segmentation and Competitor Benchmark. 4. 1 Market Segmentation of energy drinks 4. 1. 1 Analysis of Focused group interview: During the focused group interview, 11 participants were asked about the consumption of energy drink every week. Among the participants, 1 participant consumes 5 or more cans per week. 4 respondents consume 3 to 4 cans and 1-2 cans as well. Whereas, 2 respondents consume less than 1 can of energy drink. Thus their consumption habit is around 1-4 cans per week. When there was a discussion about the occasions during which they consume the energy drink, most of the answers was during workout, training or going to sports and when mixing with alcohol. There was also a discussion about having coffee instead of energy drink when one is tired. participants said that they prefer coffee whereas others preferred energy drink. Regarding price, most of the respondents voted for cheaper one, less than 20 DKK and between15-17 DKK. 4. 1. 2 Analysis of Online questionnaire survey The willingness of various age groups towards energy drink is illustrated in the diagram below. It shows that 56% of respo ndents from age group 18 to 25 years are interested in energy drink. Figure 1 Willingness of various age-groups towards energy drink Source: Appendix 4 Similarly, 20% of respondents from the age group below 18 and 26-35 years age group showed their interest in energy drink. But only 4% of the elderly respondents are interested in energy drink. Thus, it can be seen that the highest number of people from the age group 18-25 years are interested in the energy drink. Figure 2 Willingness towards energy drink by gender Source: Appendix 5 The above figure shows that 68% of male population is interested in energy drink whereas only 32% of female population is interested in Energy drink. Figure 3 Willingness towards energy drink by location Source: Appendix 6 According to the above figure, most of the respondents from center of Copenhagen are interested in energy drink. 8% respondents from the Copenhagen region and 32% respondents from Sj? land region showed interest in energy drink. While analysisng the age wise consumption of energy drink which is illustrated in the figure below it has been seen that the data is bit conflicting. Figure 4 Age wise consumption of energy drink Source: Appendix 7 As shown by the diagram, those who almost never drink energy drinks are higher in age group 18 to 25 years. But again, those drinking from 1-2 cans per week are also higher number in age category 18-25 years but less ompared to those who never drink. But what can be concluded that those who drinks energy drinks they normally consume 12 cans per week and are higher in 18-25 years category. Analyzing the preferred occasions when customers usually like to drink energy drink, the research show that customers usually prefer it to mix with alcohol as their first preference and then drinking when they are tired. Figure 5 Occasional preference of Energy Drink by gender Source: Appendix 8 The above graph shows most of both females and males consume energy drink when they mix with alcohol. 2 females out of 35 female respondents (63%) and 19 males out of 42 male respondents (45%) said they consume it when they mix with alcohol. Similarly 43% of female and 40 % of male respondents answered that they take energy drink when they are tired. Likewise, 11% female a nd 33% male said that they take it when they go to sports. 14% of female and 21% of male chose energy drink when they are thirsty and 6% of female and 7% of male chose for other occasions. Figure 6 Customers willingness to pay for the energy drink Source: Appendix 9 Relating to the price it can be clearly seen from the figure above that 18-25 years age group which is the target customers for energy drinks are willing to pay 16-20 DKK for the energy drinks where as 26-35 years age group are willing to pay 10-15 DKK for the drink. 4. 2 Competitor Benchmark (Burn and Red Bull) 4. 2. 1 Analysis of Focused group interview: During the focused group interview, 8 out of 11 participants preferred Red Bull. Only 3 preferred Burn. When there was a discussion of product features like taste, flavor and effectiveness of the products; participants said that effectiveness of the product is important. During the blind test 26 participants were made to taste both Burn and Red Bull drinks blindfolded. Table 1 Preference of product by tasting without knowing the product (Blind Test) BurnRed BullBoth Total no. of participant (26)9152 The research showed that Red Bull was highly preferred by the participants with 58% appreciating the taste of Red Bull. Burn was preferred by only 35% of the participants. 4. 2. 2 Analysis of Online questionnaire survey The illustration of various measures to which the consumer gave importance when buying energy drink is shown in the figure below. Figure 7 Customers’ emphasis when buying energy drink Source: Appendix 10 We found data of customers according to the importance they give to various measures or elements when they want to buy an energy drink. The above graph shows that 53% of the total respondents said flavor is very important when they buy energy drink. About taste, 60% said it is very important. None of the respondents said that it is not important at all. Talking about brand, only 19% said very important, 34% said important, 30% said not so important and 17% said not important at all. About price, 51 %( more than half population) said that it is very important. Only 5% said not so important and no respondents said that it is not important at all. So far as convenient place to buy is concerned, 29% said very important, 54% said important. When packaging is concerned 16% said very important, 29% said important 39% said not so important and 16% said not important at all. When it is about effectiveness, 44% said it is very important, 38% said important. Thus the analysis shows that flavor, taste, price, convenient buying options and effectiveness of the drinks are important for customers where as brand and packaging are not that important in buying decision. Based on the various factors to which the consumers give preference when buying energy drinks, comparative analysis between Burn and Red Bull has been carried out. This can be described from the figure given below. We asked the respondents to evaluate Burn and Red Bull giving them 4 options (Very Good, Good, Bad, Very Bad). But here in the analysis we have taken only two options as we think these two options are sufficient for comparative analysis. Figure 8 Comparison of Burn and Red Bull based on the various factors Source: Appendix 11 The above figure shows the customers preference between Burn and Red Bull on he various factors which are important for their buying decision. 34% of the total respondents said the flavor of Burn is good and 23% said very good while 48% and 29% said the flavor of Red Bull is good and very good respectively. Similarly, 39% and 13% of the total respondents said the taste of Burn is good and very good respectively while 52% and 29% respectively chose goo d and very good for the taste of Red Bull. As far as brand is considered, 39% and 26% said the Burn brand is good and very good respectively while 42% and 45% said Red Bull brand is good and very good respectively. When it is about price, 27% and 12% chose good and very good for Burn while 16% and 12% for Red Bull. 35% and 23% of total population said Burn is good and very good respectively when considering convenient to buy whereas for Red Bull it is 38% and 17% respectively. About packaging 36% and 22% answered good and very good for Burn while for Red Bull its 45% and 18%. Finally for the effectiveness of the product, 39% and 18% respectively chose good and very good for Burn while it is 45% and 25% for Red Bull. Thus the analysis shows that customers highly prefer Red Bull while relating to flavor, taste, and brand. On the other hand, with relating to price, convenient to buy and nice packaging, customers seemed to prefer Burn. So far as the effectiveness is concerned, Preference towards Red Bull is high but the difference is not so much. 5 Findings and summary of the analysis According to the analysis presented above, it can be seen that the energy drink market segmentation is more concentrated on the costumers between age group of 18-25 and that the customers are dominantly male rather than female. Looking at the geographic distribution the market segment is undoubtedly concentrated on Copenhagen with to some extent also in Sj? land. However, the other fact is also that since Copenhagen is the largest city with dense population this result is quite obvious. The other important findings of the study regarding the life style of the customers relating to the consumption of energy drinks is that energy drinks are excessively consumed as a mix in alcohol and then it is consumed while people get tired. Also energy drinks are often consumed just 1 or 2 cans per week. Normally customers are willing to pay 16-20 DKK for the drink. The analysis shows that in general the customers give high importance to the flavor, taste, price, effectiveness and buying convenience while making their buying decisions of energy drinks and that the brand and packaging are not of importance for the customers. Keeping this in mind the competitor benchmark of Burn and Red Bull Red Bull clearly shows that though Red Bull being a new entrant in the Danish market it has succeeded in taking good share of energy drink market in Denmark. Red Bull is preferred by customers in terms of its flavor, taste which are important factor in general for customers while making their buying decisions. Similarly, with the effectiveness as well Red Bull is preferred by customers in comparison to Burn. Burn is preferred by customers in packaging which not of important factor for customers. But Burn still dominate Red Bull in terms of its easy availability at stores which is due to the fact that it is distributed by Carlsberg Brewery which is considered to have a very strong distribution channel in Danish market. (footnote) Again at price Burn is rated better owing to the fact that they are cheaper than Red Bull. Of course with the brand Red Bull is rated much better as it is an internationally recognized brand. Recommendations Based on above findings following recommendations have been suggested for Burn to improve its products, promotion and pricing strategy. The recommendations will be based on the marketing mix (4 Ps) which is product, price, place and promotion. 6. 1 Product Since the research findings show that Red Bull has dominant preference by customers in terms of flavor, ta ste and effectiveness, therefore Burn has to come up with innovative product development in order to provide added value to its product so that customers preferences divert towards Burn. Therefore, considerable amount of resources and time should be spent on research and development of variety of flavors and appealing taste with its product. Since the market segment of the energy drink is mostly 18-25 years old and that they consume it as mix in alcohol so the taste preference of these age group should be taken into consideration and the flavor and taste should be developed which is appealing while mixing with alcohol as well. 6. 2 Price Relating to the price, Burn is cheaper that Red Bull and realizing the fact that Red Bull is gaining market share it is wise to maintain its low price strategy. . 3 Place The research show Burn with strong placement but since strong distribution channel is its one of core competencies it has to fully utilize this competences to move ahead form Red Bull to place its products at all the convenient stores. The major priority should be given to Copenhagen since it’s the main market segment but again taking advantage of its well ma naged distribution channel it should also focus on other cities where Red Bull are not able to reach due to lack of experience with the Danish market. . 4 Promotion A well planned advertising strategy should be developed mainly targeting on the 18-25 years age group and again the male customers who are the major customers of energy drinks. Though Red Bull is world recognized brand, Burn also has its brand reputation as it is a product of world class Coca Cola Company. Thus advertising campaign should also be focused to create awareness of the Coca Cola brand among the customers while promoting Burn which can positively influence customers’ choice. Conclusion Based on the research analysis and findings, it can be concluded that within the Danish energy drinks market Burn is definitely getting a tough competition from Red Bull despite the fact the Red Bull is a new entrant in Danish market. Its global brand recognition has provided Red Bull with competitive strength which can b e a serious threat to Burn in coming future. Therefore it is a must for Burn to take timely action and initiate necessary marketing strategies to compete with Red Bull. Burn has low price advantage as well as strong distribution channel which provide Burn with an edge in the competitive market and therefore it needs to look more into product development and promotion strategy in order to compete with Red Bull and thus gain success in the competitive energy drink market. 8 References Books David Jobber. (2007). Principles and Practice of Marketing. UK. McGraw-Hill Education Pervez GH, Kjell Gr. (2005). Research Methods in Business Studies. UK. Pearson Education Bryman, A. and Bell, E. (2007). Business Research Methods. 2nd Ed. UK. Oxford University Press Burns, A. C. and Bush, R. F. (2006) Marketing Research, 5th ed. , Prentice Hall Kotler, P. and Keller, K. L. (2006) Marketing Management, 12th ed. , Prentice Hall Svend Hollensen, (2007) Global Marketing – a decision-oriented approach, Websites http://www. euromonitor. com/Soft_Drinks_in_Denmark http://advantageaustria. org/dk/news/local/Red-Bull-und-Shark. en. jsp http://www. aeofooddrink. com/34. php http://www. dietspotlight. com/burn-energy-drink-review/ http://www. redbull. com/cs/Satellite/en_INT/Products/Red-Bull-Energy-Drink-021242751115866? =1242745950125#/product-FAQ 9 Appendices Appendix 1 Questionnaire Dear respondents, we make this survey in order to obtain more comprehensive knowledge about the energy drink sector in Denmark, particularly the two big brands: Burn and RedBull. So we would highly appreciate if you spend a few minutes answering our questionnaire. Your information will be treated anonymously! 1. How interested are you in energ y drinks? oVery interested oInterested oNot very interested oNot intererested at all 2. How often do you drink energy drinks? oAlmost never oFrom 1 – 2 cans per week From 2-5 cans per week oMore than 5 cans per week 3. ON WHAT OCCASIONS DO YOU DRINK ENERGY DRINKS? oWhen I'm tired oWhen I'm thirsty oWhen I go to sports oWhen I mix with alcohol oOther (please specify in the box below) 4. Where do you often buy energy drinks? oIn the super markets oIn the bars oIn Seven Eleven oIn small shops (eg: gas station, kiosk etc) oOther (please specify in the box) 5. How much would you like to pay for an energy drink? o10 – 15 Kr o16 – 20 Kr o21 – 25 Kr oMore than 25 Kr 6. How important are the following factors when you buy energy drinks? Very important Important Not so important not important at all Good flavor Good taste Good brand Reasonable price Convenient to buy Nice packaging The effectiveness of the drinks 7. Which of these brands do you know? oBurn oRed Bull oNone of them 8. Which one of these brands do you prefer? oBurn oRed Bull oNone of them 9. How do you evaluate RED BULL in the following factors? Very goodGoodNot good-not badBad Very bad Brand Taste Flavor Price Convenient to buy Packaging Effectiveness 10. Do you have any recommendations for RED BULL to better meet your satisfaction? I don't know oI'm already very satisfied oI would recommend as follows: 11. How do you evaluate BURN in the following factors? Very good Good Not good-not bad Bad Very bad Brand Taste Flavor Price Convenient to buy Packaging Effectiveness 12. Do you have any recommendations for BURN to better meet your satisfaction? oI don't know oI'm already very satisfied! oI would recommend as follows: 13. What is your age? oYounger than 18 years old oFrom 18 – 25 years old oFrom 26 – 35 years old 14. What is your gender? oMale oFemale 15. Which part of Denmark do you live in? oCenter of Copenhagen oSj? lland oFyn oJylland Appendix 2 Interview guide for focus group What criteria do people choose when they buy energy drink products? Are different flavors important? What occasion do they drink energy drink? Eg: when they’re tired, or mix with strong alcohol, etc. What product name(s) do they like? Why? Do they know Burn/Red Bull? Where do they buy? Do they like Burn/Red Bull products? How much should a can of energy drink cost? Appendix 3 Fokus gruppe analyse 2. Semester klasse Niels Brock Lien, Niraj, Silas og Michelle Market research Alle kender begge 11 deltager 8 ud af 11 kan lide red bull Dog viste det at 6 ud af 11 faktisk kun valgte Red Bull efter blinde smagning Smagen er bedre, burn er for sodt. (inden smagning af begge m? rker) Hvor mange energidrinks drikker du per uge? 1 drikker 4-5 cans a week 4 – 3-4 cans 4 – 1-2 cans 2 mindre end 1 Hvornar drikker du energidrinks? Sprut, tr? ning, Det er meget i forhold til det at man drikker alkohol. Enighed blandt minimum 8 af deltagerne Dog drikker mange det ogsa hvis de er tr? tte eller skal til tr? ning efter en lang dag i skole. Kaffe frem for energi drink hvis man kan lide det hvis man er tr? t og skal videre, dette mener 6 ud af 11 af deltagerne hvor de andre ikke kan lide kaffe eller mener at en energi drik er bedre†¦ Hvor meget vil du betale for en energidrink? Ikke mere end 20kr, mellem15-17kr ca er de fleste villige til at betale Men ville kobe den billigste hvis de stod mod hinanden pa hylden i super marked. Energien er mere vigtig end smagen. Irriterende reklamer – for meget nogenhed – provokerende reklamer – mener 2 af deltagerne, Red Bull promoverer ikke sadan (I Dk hvert fald)

Satisfaction of Customer in Fast Food

What is fast food and why is it so popular? Fast food refers to food that can be prepared and served quickly. Fast food restaurants usually have a walk up counter or drive-thru window where you order and pick up your food. Fast food restaurants are popular because they serve filling foods that taste good and don't cost a lot of money. However, fast food is usually cheap because it's often made with cheaper ingredients such as high fat meat, refined grains, and added sugar and fats, instead of nutritious foods such as lean meats, fresh fruits, and vegetables.Is fast food bad? There is no such thing as a â€Å"bad† food, but there are some foods you should try not to have on a regular basis. Because fast food is high in sodium, saturated fat,  trans  fat, and cholesterol, eating too much over a long period of time can lead to health problems such as high blood pressure, heart disease, and obesity. Fast food also lacks many of the nutrients, vitamins, and minerals our bodies need. It's helpful to remember that with fast food, moderation is important. Is some fast food healthier than others?Many fast food chains are changing their menus so there are more healthy options to choose from. For example, some chains no longer serve foods with  trans  fat, and many have menu items that contain fruits and vegetables. If you're having fast food more than once a week, try to make healthier choices. Here are some tips: A food service worker's training usually includes teaching employees how to properly greet customers. Food service workers often work various stations in a restaurant or concession stand.In addition to food preparation, food service worker training may entail teaching employees how to run the cash register or how to properly stuff a customer's bag at the drive-through. Food workers must also learn how to work the drink dispensers and how to properly time the removal of expired food from display bins. Sanitation and Food Temperature * Food service workers must be properly trained on sanitation, such as when to wash their hands and for how long. For example, a person handling money would be trained to wash her hands before touching any food.Food service worker training can also entail teaching employees the proper temperatures at which to store or serve hot food, especially beef or meat items. Sanitation training is extremely important for preventing various food-borne illnesses. Cleaning * Food service workers must learn how to properly clean dishes, counters, tables, floors, windows and restrooms. Moreover, part of the food service worker's training will likely include the proper procedures for performing more detailed cleaning, emptying trash or scrubbing the parking lot.A food service worker's training will also include learning how to store cleaning substances so they are not near food items Considerations * Food service worker training can also include instruction in the Occupational Safety and Health Administration's g uidelines for food compliance standards. A restaurant must adhere to these guidelines because they are usually required by both state and federal law. For example, there are certain ways to lift boxes or clean equipment that must be enforced for safety reasons.Trained workers ? Give your new employees a tour of the facility they will be working at. Get them acquainted with all areas of the restaurant, including the front counter, drive-thru window, bathrooms, kitchen, office, storage areas and the refrigerator and freezer areas. Inform employees of which doors to use to take out the trash, where to find cleaning supplies, where all of the food ingredients are held and where they can find important information like company notices and time sheets. Inform new employees of proper customer service etiquette. Many fast food restaurants require their cashiers and employees to keep a friendly, cheery demeanor and have their employees greet every customer, thank him and wish him a good day. Make clear what is acceptable to say to a customer and what is not. Employees, especially cashiers, are the face of every fast food restaurant and thus their attitude toward customers is important. Job Description Fast food workers are the initial contact between customers and fast food establishments.They are responsible for ensuring customer satisfaction, resolving customer complaints and addressing any questions or comments that customers may have. Fast food workers perform many tasks; they take customers' orders, assemble the orders and act as cashiers. Fast food served is then served through drive-through windows or over counters in the  restaurant. In some fast food restaurants, such as take-out establishments, workers may be responsible for serving food on dishes or trays.

Wind power

Is The Use Of Wind Power A Viable Option For Energy Hungry Cities?Introduction Wind power is the transition of air current energy into electricity utilizing air current turbines With the universe ‘s eyes on renewable energy, air current power has been deemed a really feasible option. Wind Energy is portion of Business Exchange. Wind energy as a power beginning is attractive as an option to fossil fuels its plentiful, renewable widely distributed and produces no green house gases. Wind power is one such beginning and this study investigates the possibility of powering metropoliss, either entirely or in combination with other sustainable power beginnings. Around the Earth air current power is turning fast, with an addition of over 30 % in installed capacity last twelvemonth.Sustainability And Integrated Energy ProductionSustainability has many definitions it can be best explained in as a method in reaping or utilizing a resource so that the resource is non depleted or damaged for good. The ability to supply for the demands of the universe ‘s current population without damaging the ability of future coevalss to supply for themselves. When a procedure is sustainable, it can be carried out over and over without any negative environmental jeopardies or impossibly high costs to anyone involved. Regardless of the account and cultural differences most should hold that sustainability is the thought of reaping a resource to run into whatever people ‘s demands are without consuming or significantly cut downing the resource whilst besides non bring forthing any harmful effects upon the local or planetary environment. Is sustainability feasible and possible in today ‘s universe with energy hungry metropoliss and can weave be one of the options to doing renewable sustainable energy viable for metropoliss ; this is the inquiry explored in the undermentioned subdivisions.Wind PowerWind power is a signifier of energy Wind power is the transition of air current energy into a utile signifier of energy, such as electricity, utilizing air current turbines. By the terminal of 2008, worldwide nameplate capacity of wind-powered generators was 121.2 gig Watts In 2008, air current power produced about 1.5 % of world-wide electricity use and is turning quickly, holding doubled in the three old ages between 2005 and 2008. . The turbines can be used separately to power little distant installings that have low power demands such as H2O pumping Stationss or single places. This is ideal to take advantage of an country ‘s available air current, land usage and the economic sciences of bring forthing electricity by and large requires a centralize production agreement ; all to run into the of all time increasing demands of metropoliss and towns power demands whilst minimising the environmental impact related to power coevals and to some extent the impact of power transmittalPlacement Of TurbinesTurbines can be placed on land or offshore over H2O ( lakes, seas, oceans ) where land is non openly available.RequirementsWind turbines require consist ent predominating air currents between 3m/s1 ( 7 mph2 ) and 25m/s ( 56 miles per hour ) . The optimal air current velocity for air current turbines is around 16m/s ( 36 miles per hour ) ( Macfarlane Generators, 2006 ) . Unfortunately, non all parts of the universe have these demands. Typical big air current turbines have the undermentioned demands Wind Turbine Area and Height Requirements ( Macfarlane Generators, 2006 ) Minimal pes print ( for tower merely ) 4 – 5 m ( 12 – 15 foot ) Average tower tallness 50 – 80 m ( 150 – 240 foot ) The blades of turbines can widen some 50 or 60m. This means puting weave turbines near tall edifices requires careful planningEnvironmental EffectssWind Power Unlike All Other Energy Producing Sources Do Have Impact On Environment1 ) Increased Lightning Strikes – the towers attract lightning. 2 ) Noise Pollution – Turbines produce low frequence noise ( in the scope of 13- 18 Hz at about 50db ) ( American Wind Energy Association, 2006 ) . 3 ) Television/Radio Interference – This has been mostly reduced by utilizing composite stuffs in building. 4 ) Aesthetics & A ; Visual Intrusions – Tall towers are non attractive to many people and can destroy the landscape of an country. 5 ) Property Value impact – Fears falling belongings values by occupants is besides an impact issue. To day of the month no survey on this issue has shown these frights to be true. 6 ) Tourism – It is good for metropoliss to advance their air current farms as a signifier of green touristry and to educate visitants and locals on the positive facets of renewable energy. 7 ) Birds, Bats, Insects and Other Flying Animals – Turbines can kill winging animate beings. This impact can be minimized by understanding migration forms and utilizing supersonic warning devices. 8 ) Global Warming & A ; Green House Gases – Wind turbines use zero burning and therefore hold zero emanations. 9 ) Renewable Source of Energy – The air current is a wholly renewable beginning of energy.Options And Other Renewable Beginnings1a ) Hydroelectric has zero nursery gas emanations, provides good return for investing, and low care. The job of handiness bounds usage of this resource. 1b ) Geothermal has zero nursery emanations and has low care. The jobs are handiness of ‘hot ‘ musca volitanss and emanation of heat into the environment ( rivers ) . 1c ) Tidal power shows important promise, nevertheless, the handiness of suited locations ( about land locked basins ) is debatable. It has zero emanations but has some important environmental impacts upon local wildlife. 1d ) Wave power is really much in its babyhood and suffers greatly from an highly rough and hard environment. The capitol costs versus power end product topographic point this engineering forthrightly still in the research and development phase. 1e ) Solar either in the signifier of photovoltaic ( electrical production ) or H2O heating offers sensible returns for place proprietors and can easy be incorporated into the building of edifices. Non-Renewable Beginnings Coal is cheap, copiously available and already good established. It produces unacceptable degrees of nursery gas emanations and in some instances acid emanations. Oil and its by-products are already a monolithic substructure. It produces a monolithic sum of nursery emanations, pollutants, causes monolithic planetary political jobs and is fast running out. It is a short term cheap option. Methane or natural gas is similar to oil in many respects. It produces nursery gases ( although less than oil ) and is besides running out as a resource. It every bit good, still remains an low-cost option.DecisionWind power has and continues to maturate and leads the battalion of alternate and sustainable energy beginnings. The efficiency, handiness and acceptableness make it the best practical environmental option. The little and acceptable impacts of air current power are negated when sing the sum of nursery gas production and ensuing clime change/warming ( Maslin 2004, p.16-17 ) from more traditional beginnings of power. Wind power, nevertheless, is non wholly stable as a base entirely beginning of power and is best applied with other signifiers of renewable power coevals as portion of an incorporate energy production system ( e.g. Wind/Solar, Wind/Nuclear, ECT ) . As such air current power is a feasible beginning of power for energy hungry metropoliss where the resources are available to take advantage of it. The chief resistance to weave power is non technological ; it is political. However, the hereafter of air current power looks bright as the investing continues to flip projectile, as in the instance of Spanish investing ( Montes 2005, p. 477 ) . Wind Power is decidedly a feasible option for energy hungry metropoliss that have the resources to set wind energy in topographic point.

Health of the UK Automobile Industry Research Paper

Health of the UK Automobile Industry - Research Paper Example The automobile industry contributes 0.73% of the entire UK GDP but over the last decade, the industry has not been witnessing as much growth as the other sectors (Jones 1983; NAIGT 2008). The survey by the New Automotive Innovative and Growth Team (NAIGT) suggested a few success factors. (NAIGT, 2008) The survey revealed that one of the success factors of the industry was the low level of unionization and the flexible working hours that were allowed in the automobile industry that reduced labor costs. In addition, it was discovered that although the UK government does not necessarily provide more subsidies than do governments in Western Europe, they do however provide a sufficient number of them and most of the subsidies are direct i.e. in the form of grants which helps the industry to function better in the region. Furthermore, the report said that the quality of the R&D resources in the UK was very high and that in relation to Western Europe and the BRIC countries the UK offered better after sales service. In comparison to the rest of the countries in the EU, the UK government has a system of lower taxation as well as R&D tax benefits in terms of tax rate relaxation. To this end, the scope for investing in the UK Automobile Industry increases especially since England offers a more hassle-free way of exiting the industry, given lower barriers to closing down. The NGAIT team collected a variety of information about what industry professionals thought was the drawbacks faced by the companies in the sector. Firstly, they all agreed that there was a shortage of skilled labor specific to the industry. Mostly, companies suffered from lack of skilled mid-level management and engineers. It came to be understood that most of the university an college going students do not opt for engineering and those of them who do predominantly take jobs in the financial rather than the manufacturing sector. Trends over the last decade show that although, as mentioned in the success factors, the quality of the R&D resources in the UK is very high, contrariwise, the expenditure on R&D has declined. In the UK, Ford, Jaguar, and Land Rover together spend about $1 billion annually on R&D, which accounts for 80% of the industry investment.

Communication Theories Essay Example | Topics and Well Written Essays - 250 words - 4

Communication Theories - Essay Example pace of modern technology and the era of globalization, media is now more encompassing as to include the various social networking sites such as Facebook, LinkedIn and MySpace. Social networking has a great impact in the lives of people all over the world today. Communication has become easier and more convenient. Since media ecology studies the interaction between people and the modes of communication as facilitated by modern technology, one can clearly see its impact on the different social networking sites. It looks into the development of human relationships among the people who use the social networking sites. It is through the social networking sites where people of different culture relate with each other sans geographical boundaries. Media ecology has influenced social networking sites which have developed its own unique language, acronyms and symbols. One foresees media ecology to further intensify its role in the rapid growth of social networking

International business management Strategic Information Management Essay

International business management Strategic Information Management - Essay Example SIM is important because information tends to become vague and complicated and very often it can be Organisational Activity can demonstrate a lack of quality in the information.2 A Strategic Information System (SIS) aligns itself with the management strategy and the structure of a Firm and allows the timely response to changes recurring in the business environment and competition issues.3 Wiseman (1985) has defined the strategic information system (SIS) as, "The information system to support or change enterprise's strategy."4 The general perspective of Information management involves a reference to the management of any kind of information .This may involve document management, electronic document management records management, document imaging, process automation and digital asset management.(Wiseman 1985) Historically information management was subject to the nuances of bureaucratic procedures and had a limited role in management decisions.(Galliers 1991).The potential of profit by information management systems has only emerged in the recent decades and the modern businesses view information as a weapon against competition and a strategic resource. (Galliers 1991).The former attitude changed radically in the mid-sixties when organisations started viewing information as a tool for general management support. Until the decade of the eighties however information management was limited to weekly financial and management reporting and accounts of inventory and arrears.(Galliers 1991) During the early nineties these information systems emerged as serving a special purpose. At this point information systems like decision-support systems (DSS)5 and executive support systems (ESS)6 became popular with the main aim of support and the fast expedition of the decision-making process of organisations (managers and executives). (Swatman 1995). Prominent examples of Strategic information systems have included the use of SABRE and APOLLO by the US Airlines in the past for the increase in travel bookings of these Carriers by making sure their names appeared on the first screens of the travel agents.7 In the recent times Information has emerged as a strategic resource to gain competitive advantage, as well as to defeat and frustrate the competition. (Porter 1985).An important example quoted by Porter (1985) of information management is the Paperwork Reduction Act of 1980 the philosophy behind which was to manage information by requiring federal government agencies to develop an information resource officer's role. Such systems being an integral part of SIM ensure the organisations survival in the fast track corporate world. Porter(1985) has also identified a value chain model to help identify problem areas in information systems in order to supply a strategic advantage. Porter (1980) has also identified the competitive forces model which describes a number of external threats and opportunities which can be countered by competitive strategies. See below for a model diagram of both these concepts. The potential of information systems is immense as it can be developed to not only defeat rivals but also to counter the pressure from competing substitutes and an

Final Manifesto of Architecture Essay Example | Topics and Well Written Essays - 1000 words

Final Manifesto of Architecture - Essay Example In this manifesto on architecture, I am going to present my personal views on architecture with historical evidences. First of all, I would like to describe my vision of architecture by considering it as something with modern approach. As Buckminster Fuller (1969) in his essay ‘From Utopia or Oblivion’ quoted on the future architectural approach that started in an era with the stepping of foot on human on moon. It was this era that made man to think of creating ‘floating city’ or a utopian state. He also talked about the change in our way of living that is more oriented toward making changes in our surroundings by adjusting them according to our needs. I would like to relate architecture with his vision that is the name of creating buildings and places that better serve our needs to adjust to temperature changes and other things that were beyond our control in the past. Also architecture should be focused on simple but modern way of constructing buildings th at is not much oriented toward immense decorations. Adolf Loos (1929) in ‘Ornaments and Crime’ identified the modern man’s focus toward simplicity with lack of interests in ornaments and decorations. I believe that architecture should focus on the modern approach of man in order to create buildings according to his taste. Architecture is a way of symbolizing different things depending upon the way a building is structured. Roland Barthes in ‘Image Music Text’ talked about the power the image has in terms of communicating a message to receivers. There are many ways in which a message gets to a person through studying numerous parts of an image. It can be linguistic, if an image has a text or caption on it or simply iconic that may be coded or non-coded. It may also possible that the image is conveying a message in the context of a certain culture or society. In other words, we get to know various meanings by simply looking at an image. Likewise, archi tecture is an art that give rise to erect structures and buildings with a touch of sculptures and art work that convey to us a specific message that can be deciphered in a language or coded in a certain way. Therefore, architecture should give rise to a carefully designed structure in order to signify many things in a specific setting. In addition to the description of architecture as a skill that needs careful handling by people involved in doing architectural work; architects, it is also a profession that has seen changing trends from the last decade. It is important to state that it has now become more of a heterogeneous nature than before with bringing strangely conflicting structures to places on earth. It has been quoted by Greg Lynn in ‘Architectural Curvilinearity’ that architecture had been deviating from pervious forms and now practicing principles of pliancy and curvilinearity. I suggest that architecture should inculcate modern methods in attempting to give people the places they want to live in. The heterogeneous approach is a particularly a new one with great potential and it could be continued to give a new form to architecture. Moreover, the buildings that are constructed now are not accurately of geometrical figures or anything close to that. Rather they are given different shapes that is not to be find similar with other buildings. Based on the architectural manifesto

Working with the Excellence Model - Critical Analysis Essay

Working with the Excellence Model - Critical Analysis - Essay Example Business excellence model was devised by the European Foundation for Quality Management in 1991; originally it is based on the Total Quality Management that is needed for the holistic development and the growth of the organization. This model is divided into two aspects – results which are sign of business success and enablers, which are indicators of practices inside the organization that can ultimately lead to business success. Business excellence is the meticulous tool to treat with quality management and business management. The objective of this business management is to improve performance that built on the rectitude of customer‘s focus, stakeholders value and process management. This paper is attempted to critically analyze the Business Excellence Model in relation with Cornwell Headland Hotel organization. The European Foundation of Quality Management (EFOM) described Business Excellence as formidable practices in governing the organization and attaining results, all these practices merely depend on a set of eight rudimentary concepts (Juran, 1972). These notions are: orientation of results; customer’s focus; leadership; management; people involvement and their development; constant learning; innovation and improvement; partnership development and public responsibility. This model requires excellence framework to redesign business plans and process control in organization (porter, 2012). From last few years, organization went through a great competition with other organizations on international level, which ultimately increases the demand of customer’s in market (Taguchi, 1986). On the repercussion of customer’s demand, most of the organizations acquired Excellence model. These model mainly consist of total Quality Management (TQM), Business Process Engineering (BPE), Business Excellence (BE), Performance Excellence (PE), lean thinking (Porter and Turner 2012). Headland hotel start their improvement journey for getting the benefits by using Excellence Model and modify their management according to this model by using its different approaches. Headland hotel organization gets a clear idea about their flaws in management and they seem to be very interesting or satisfied when they called for the Tourism Skills Network six month program. According to the Glimour (1995) the excellence framework is the actual plan of the organization that marks the organization towards the success. Self-assessment is the key practice of the excellence framework. Self-assessment allows the headland hotel to check their position in the market in excellence. Ishikawak (1990) also explain this way of organization to judge their capabilities and their outcomes with the present strategy and can make new ones for improvement to increase their profit. According to Porter and Turner (2012) the self-assessment can be done by using different approaches. They can start their assessment by choosing the framework that is according to the business plans but before this they should form assessment team that consists of all hard working employees. The next step is to collect the information from the external partners, assess the facts and do scoring of all collected data in database. According to Hoyle (2009) the clarification and verification of data should be done by organization collected from external partners. Then through questionnaire get the feedback of customers and plans the action according to their feedback. Self –assessment not only give headland hotel a continuous improvement by forgetting everything other than business but it also gives a base-line measure of the organization for their utilization and encouraged senior management involve in business excellence (Kadolf, 2007). It also gives motivation too. Self-assessment

Cross cultural management in international business Essay - 1

Cross cultural management in international business - Essay Example The management plays a critical role in entrenching diverse in the system. The MNCs are a good example of organisations that must embrace diversity in their organisational structure. These organisations employ most of their staff from a different cultural background (because the top manager may come from their headquarters) hence the need for considering diversity. For that reason, diversity is a critical component for the survival of organisations (e.g. MNCs). The essay will assess the importance of diversity in the workforce, how diversity influences the success of MNCs using the case of Carlos Ghosn of Nissan Renault and Rattan Tata of Tata Group, two phenomenon individuals who transformed their MNCs. Besides, the paper will present how the MNCs transition to embracing diversity. The markets have become so diverse that organisations must find diverse approaches to penetrating such markets and satisfy their consumer demands (Makela, et al., 2011). The MNCs are of particular interest because they have a network of branches that interacts with customers from different cultural backgrounds. The diversity of employees brings the advantage of different employees from cultures to devise appropriate ways of remaining relevant (Harter et al. 2010; PwC Saratoga, 2010). The global market has become so competitive that organisations must devise novel ways of competing to access certain markets (Makela, et al., 2011; PwC Saratoga, 2011). When organisations are making entry into a diverse cultural market, they must have a strategy of incorporating the concept of diversity to gain access and respond to the customers’ demands while remaining competitive (Caldwell, 2003; Doremus et al., 1998). Therefore, the concept of diversity seems pivotal in leveraging the competi tive advantage (Ariely et al., 2005). Organisations that have diverse workforce bring in new innovative

Rethinking Video Game Violence Essay Example for Free

Rethinking Video Game Violence Essay Technological advancements made in the twenty first century have continuously altered the lives of every individual in this planet. Digital technologies have made communication among individuals very easy with the click of a button. In addition to this, technological advancements have also affected how people entertain themselves. Children all over the world are already abandoning their traditional toys. Action figures, matchboxes, building sets and puzzles are now losing its popularity because of the invasion of video games. The technological advancements have introduced the Play Station, Xbox, Game Cube, etc. to millions and millions of children all over the world (Mayor, 2005). True enough; the development of video and online games has continuously invaded the households of citizens all over the world, targeting their most important clients, the children. For some reason, video games only cater to the young adolescents and children; only in rare cases do they tend to be successful in influencing the adults. This is due to the fact that these games were designed using the role-playing method, which only entice the younger population as they are the ones who could not distinguish which is real and which remains to be in the fantasy realm of their minds. When adults observe children playing video games, the former fails to see what the latter sees (Mackey, n. d. ). In one way or another, these video games contribute to the construction of the children’s identity and culture, thus greatly affecting the lives of the children. With the popularity of video games increasing, the traditional ways by which childhood is characterized have continuously eroded and undermined. Somehow, no one knows where and what childhood really is about (In Search of the Child, 1969). Together with these advancements in technology come social problems associated with children and the youth such as drug-trafficking, teenage crime and the involvement of children in crime. The development of these video games has continuously instilled fear upon educators and parents as they continuously affect the children’s lives. Critics of video games fear transmission of violent messages to the children as they engage in playing with these video games (Squire, 2002). It was in 1980 when these video games were developed when President Reagan called for the creation of cold war warriors, knowing that these games would instill skills and attitudes to the warriors. However, more critics become more and more afraid of the effects of these games to cultural activities. They would often think that these would become influence children negatively as these would cause the young children addiction in technological developments (Squire, 2002). In April of 2002, a U. S. District Judge named Stephen N. Limbaugh, Sr. made a claim which somehow contrasted this particular fact. According to this very famous personality, video games are not capable in conveying ideas or expressing anything else that could possibly amount to speech (Jenkins, n. d. ). Because of this, video games did not enjoy constitutional protection since then. Limbaugh also said that for as long as games do not express ideas, no game shall be protected even if laws clearly state that children and the youth should not have access to any form of media that is said to explicitly contain violence and sexual messages (Jenkins, n. d. ). According to different research and studies made regarding this topic, the kids who have are now part of the videogame generation does not respond to traditional instructions. Because of this, researchers and educators worry that video games transmit hyper competitive and distorted sexual values to the children. Government policies have been constructed in such away that violent messages could not reach the children. Government policies introduced censorship practices which aim to keep the different homes safe from violence and distorted sexual messages. There had been several devices developed that could help in filtering out violent messages from reaching the homes of the children (In Search of the Child, 1969). In addition, video games are said to turn the children’s attention away from their academics (Squire, 2002). This particular ruling met a lot of criticisms, arguing that video games do express ideas that could definitely influence the minds of the youth negatively. Video games are seen to have psychological and social effects (Jenkins, n. d. ). According to some critics, gamers produce meanings through game play and other related activities. Effects are often seen as they emerge in the game itself. Thus, meanings become visible through interpretations as it continuously reflect our conscious engagement. Through this, they would be put into words and finally, examined. New meanings would often arise from what we already know and think. Because of this, each and every player would interpret a game according to his or her own experience and knowledge (Jenkins, n. d. ). In the same manner, it is often argued that children could not distinguish fantasy from reality. Due to this, focusing on meaning would increase the knowledge and competence each player has, that would often start with the mastery of particular concepts that differentiate the fantasy from the real world (Jenkins, n. d. ). This paper would look into the effects of video games on the children and the role they play in the lives of the children. In the same manner, it would look into how violence is instilled in the minds of these children through these video games. In addition to this, this paper shall look into how these games construct meanings and identities for the young children. For this paper to accomplish these tasks, it shall be using the game RuneScape, developed by Jagex Ltd. , one of the most popular online games in the whole world. RuneScape Released and Operated by Jagex Ltd. in 2001, RuneScape, once again is one of the most popular games in the world. It is said to take place in the fantasy world of Gielinor which is divided into different kingdoms, regions and areas. Players travel throughout the world by foot, often using spells and devices and other means of transportation. As they travel to each region, players face different monsters and quests. In the same way, more and more materials are being made available to them (RuneScape, 2007). Players are portrayed in the screen as avatars that could easily be customized. The players of this game could set their own goals and objectives together with the activities they would want to pursue in order to reach their goal. Competitors engaged in the game are not encouraged to pursue a linear path. They fight with other players, monsters, complete quests and increase their experience in all the skills available. Interaction between players is also encouraged through chatting, trading, etc (RuneScape, 2007). Video Games and their Impact to Children’s Lives A very famous retired military psychologist, Grossman said that video games teach kids to kill in the same way the military trains their soldiers. This very famous retired military man turned psychologist identified the following military concepts included in video games. The following are: brutalization, classical conditioning, operant conditioning and role modeling. These concepts are said to be adopted by the training camps as they prepare their soldiers for the battlefield (Jenkins, n. d. ). These methods have similarities in the way players interact with the computer games and other players. Because of this, the over exposure of children to these kinds of violence at the age when they are still having a hard time in distinguishing fantasy from reality brutalize them. Because of the rewards associated with the different video games, the children are trained to kill in exchange for these prizes. In addition to this, Grossman claims that a child acquires the same conditioned reflex and motor skills the soldiers have every time he plays an interactive point-and-shoot video game (Jenkins, n. d. ). Lastly, soldiers tend to imitate the role models being made visible in the games. Thus, the possibility of acquiring the same skills in real life is high. For humanist researchers on the other hand, these games are very powerful tools for teaching. It could help players in problem solving as they can see their mistakes as opportunities for learning and reflection (Jenkins, n. d. ). Thus, they would be finding better solutions to their problems. The different video games encourage the players to form their own hypotheses, and in the same manner, test them. In the obstacles that they face in the game world, their abilities are pushed to the highest level, since these games are designed in such a way that players would be encouraged to meet their goals (Jenkins, n. d. ). Thus, video games increase aggression among its players which then affects crime rates all over the world. Because of this, even unrealistic video games could be dangerous for the children and young adolescents. According to an experimental study that dealt with college students that engage in video games, these students have increased aggression after exposure to fantasy violent video games. This then proves the alarming situation at hand, that young adults are even affected by the violent messages transmitted by video games even when they are already supposed to know how to differentiate between fantasy and reality (Anderson, 2003). Because of this, these video games are said to be more dangerous than violent television shows and cinemas. In the same way, newly developed video games are now designed to reward the players for killing innocent bystanders, police, prostitutes, etc. using different means and weapons (Anderson, 2003). Hence, the plots of video games are now worse than ever, becoming more and more violent. In addition to this, there are even games that make some criminals as the heroes of the particular video game. For the author of the book What Video Games Have to Teach Us about Learning and Literacy, the most powerful dimension of these games is the projective identity. Projective identity is the way role-playing allows us to experience the world from different perspectives. Identity then is chosen, accepted or constructed rather than imposed through the games that they engage in. How Video Games Define What it means to be A Child Young children, as mentioned often find it hard to distinguish fantasy from reality. Thus, most children are engaged in games that often involve role-playing. As defined, role-playing games are composed of sessions where group of gamers meet to play. Make believe rules are often formulated which may be simple or sophisticated. As adults already know the difference between reality and fantasy, they find it hard to grasp the concept associated with role playing games (Fei, n. d. ). These role-playing games have said to continuously influence the personality of the children and other young adults. These particular influences, in turn help in shaping the identities of these teens, especially those that are still in the so-called development phase (Fei, n. d. ). How Children Use Video Games to Construct their Realities and Identities As mentioned in the previous parts of this paper, children engage in role playing activities when they play with video games. Thus, this somehow helps them in constructing their realities and identities, how they perceive themselves. This perhaps is the reason why research published in 2000 supports the fact that playing violent video games increases one’s aggressive thoughts, feelings and behavior. Apparently, without the children’s proper discernment of what is right and wrong would lead them to the adoption of these concepts that are supposed to exist only in the fantasy world in real life. In the study conducted by Craig Anderson and Karen Dill, it showed that their college student respondents have been influenced by the violent games they have played or are currently playing. It is quite obvious that the aggressiveness they have acquired through playing these violent video games caused their delinquent behaviors in the past (Anderson, 2003). In the same manner, video games have been a very popular avenue in which certain children construct their gender realities. In one way or another, video games have played a very important role in enhancing the gender differences between the girls and the boys. Based on observation and research, the characters, stories and worlds created by girls are truly different from that of the boys. Obviously, boys are more violent than the girls, making violence the most popular feature of the video games for boys. On the other hand, the girls just do not find the themes of these video games appealing – hunting, battling with monsters, etc. Because of this, video games tend to be more popular among the male kids than the female ones. In addition, this then leads to the social construct embedded upon the young minds of these children. At a very young age, the differences between the roles of the males and the females are quite clear to them (Kafai, 2001).

Zara: Business Expansion Strategies

Zara: Business Expansion Strategies Executive summary This article examines the case of the Spanish clothing retailer Zara’s experience of and plans for further expansion into Southern and Northern American markets. It argues that given the unique distribution and production functions of the retailer that possible problems exist for continued expansion in the US market. The problems associated with this given the characteristics of local markets and pressures from rival operators’ means that a recommendation is made for an adjusted international strategy for the company despite its broad successes elsewhere globally. Introduction Globalisation has become an essential element of international marketing principles and it has been argued that one of the keys to success in global markets is the effective development and marketing of standardised products and brands (Douglas Wind, 1987). Jay (2000) suggests that the development of international enterprises is as a consequence of reduced barriers for trading due to developments in information technology. Jones (2002) argues that successful international operations are those which integrate and cooperate in business activities across national boundaries. It is clear that the clothing industry is a significant part of the internationalisation process in terms of the critical growth of the clothing retailing sector in global markets and attendant activities such as global sourcing. The international expansion of Zara is led by its parent company Grupo Inditex which is based in Spain and Zara has achieved an impressive annual growth of 26% over the last five years (D’Andrea Arnold, 2002). Based in Spain Zara has grown from 180 stores to 1.080 stores in 33 countries and in 2002 150 stores were added in 9 countries and further expansion has been planned and expected. As the biggest economy in the world the American market is an attractive one for Zara and stores located in New York were announced as being successful indicators towards future market penetration. The huge American market and especially the North American marketplace was highlighted as the next move for the company’s expansion plan yet the diversity in this market and high level of competition creates challenges for continued Zara’s success. Environmental Analysis A clear understanding of the business environment is essential for companies in competing in the global economy. This is particularly important in relation to international strategy. Environmental analysis can be made from both a macro and micro perspective and both the PESTEL and Porter’s industrial analysis are useful instruments of analyses (Johnson Scholes, 2002). PESTEL analyses the political, economic, social, technological, environmental and legal events that have impacts on a business. Of interest in this case is the signing of the North American Free Trade Agreement (NAFTA) which helped regional economic growth among member countries through eliminating tariffs and government encouragement of foreign direct investment. This creates threats to Zara in terms of an entry model as well as marketing strategy. The American market is highly attractive for multinational companies such as Zara. The US is the number one economy in the world although since the terrorist attacks in 2001 the American economy slowed down accompanied with a reduction in consumer confidence. According to Jobber (2001) where national economic performance and customer confidence is poor consumers will reduce consumption of non essential products. This poses problems for Zara in competing in a highly competitive marketplace where demanding for clothing has decreased. Zara however provides luxury clothing products at a reasonable price which provides the company with competitive advantages in terms of price, quality and brand name. The success of Zara depends on an effective logistics system and it is one of the few companies with in-house design and production enabling them to provide new clothing lines within 15 days instead of the 9 months average lead-in time of the textile and clothing industry. It is fair to say that this logistics system based on information technology and computerized design and production programs enables Zara to maintain competitive advantages over other international competitors. However previous experiences in operating in South America where a complex and large distribution centre was established in order to supply the southern region saw challenges in the integrated supply chain being created. Language as one of the most important elements of culture plays a vital role in shaping international marketing strategy simply because people under different social and cultural environments share different value systems and display varied consumer behaviour (Bradley, 2005). Additionally it is useful to be aware of the new form of political economy which suggests that economic phenomena are highly linked with political issues in that governments seek to use political power to achieve economic benefits (Rugman Hodgetts, 2003). Examples of this can be seen in the increasing role of developing countries in the world economy. In the case of the textile and clothing industry more and more retailers and manufacturers source from lower labour cost developing countries res ulting in significant competitive pressures on Zara which insists on sourcing mainly from Europe and relying on its in-house design and production. Porter (1980) provides a useful framework in understanding the industrial environment in which companies are involved in. The competitive level in an industry shapes a firm’s strategy in competing in its marketplace and in turn this is shaped by the performance of operators within the industry. It is obvious that competition levels are high in both the North and South American marketplace. Zara entered the South American market where American brands such as GAP and the Swedish brand HM were major competitors within the middle clothing market. Similarly buyer power has increased in the modern business environment and Zara needs to effectively satisfy customers globally from different nations and cultural backgrounds. Improvement in US consumer confidence demonstrated in the research creates opportunities for Zara in expanding its market from south to the north (BBC News, 2005). Nevertheless the issue of different supply systems needs to be resolved utilising Zara’s integ rated global supply and logistics chain. The strategic plan to establish a specific supply and distribution centre for the North America market aims to control cost and maintain competitive capabilities in competing with companies from member countries of NAFTA such as Canada and Mexico as well as local players who source from cheaper overseas suppliers. Due to the nature of the clothing retailing industry the diversity of retailing forms in the US is complex including both large numbers as well as different formats for retailers including large retailers, department stores, merchandise shops, small specialty operators and discount stores. There are potential new entrants into this marketplace and hence it is critical for Zara to be aware of the high competition level in the US clothing retailing industry at all levels of the market. Market Segmentation Market segmentation aims to provide relevant information for a basis for the selection of target markets (Bradley, 2005). Zara’s targeted customers are people who seek for higher quality clothing products at reasonable prices. In this case targeted American customers were those who expressed interest in European branded clothes. First of all Zara’s women collection is divided into three categories: Zara Women, Zara Basic and the sporty Trafaluc representing market segments for women who look for a more formal style, younger women for a more informal style and younger women and teenagers while menswear included Men’s Line at Zara, Zara Basics, its club-wear brand 100Zara and Zara Sport (D’Andrea Arnold, 2002). In this sense the general public from all age groups can be seen as potential customers targeted by specific sub-brands of Zara. A second important variable in defining segmentation is based on psychographic characteristics such as lifestyle which wi ll be discussed in detail in the next section (Jobber, 2001). As one of the most famous and successful European brands Zara in its existing south American market targeted people who were especially interested in European styles at affordable price levels. This targeting strategy remained the same for Zara in expanding in the North American marketplace. One definition of consumers suggests that it can be seen as individuals as well as groups of people purchase products or services for personal use, household or gifts. In other words they can be classified as end users of particular products (Solomon et al, 2002). Retailers are situated in the final steps of the distribution chain and are closely linked with end users or customers. Therefore it is useful to look at the concept of consumer behaviour in relation to clothing buying in light of target segmentation strategies pursued by Zara. Blackwell, Miniard and Engel (2000) define the initial step of consumption processes as the recognition of needs which can be influenced by various factors such as reference group values, self esteem and external cultural and social value systems. Particularly modern customers have become more sophisticated and learn more from their purchasing experiences with price often deployed as a key indicator as to the quality of goods (Jobber, 2001). This is arguably the case for buying activity in the clothing sector with brand name, price, style as well as quality tending to have important effects on the decision making processes leading to purchasing. According to Entwistle (2000) clothing is not simply about physical garments but takes on a multi-faceted significance where people use fashion to define and negotiate their identity in wider social contexts. Increasing power for consumers enables them to bargain for lower priced clothing yet it remains the case that pure discount on price is not necessarily important for them in make purchasing decisions. This aspect of consumer behaviour offers a useful insight for Zara in establishing its competitive advantages based on an effective logistics and supply chain through ensuring quality with reduced costs matched to a strong brand name. Foxall, Goldsmith and Brown (1998) argue that there are several stages after need recognition leading to final buying activity and as such the co mmunication strategy used to build up effective customer relationships and brand image by clothing retailers is most useful at the early stage in order to have a lasting impact on purchasing decisions. In this retail context women are suggested to constitute a major proportion of consumers (Domosh, 1996). Particularly women are more involved in both social and economic life functions which results in increasing demands on fashion in terms of style and self identity. Additionally a determinant of the degree to which customers evaluate a brand is the level of involvement with high involvement meaning extensive evaluation of the product and/or alternatives (Hawkins, Best and Coney, 1989). For clothing products the degree of involvement is suggested as being typically medium to high (Breward, 2000). Bearing in mind the concept of involvement and the role of women in purchasing Zara used a suite of effective marketing tools in maintaining customer loyalty through providing value added clothing relevant to identified market preferences. This is because in terms of fashion a stylish and sophisticated brand image in terms of trends, styles and tastes is a key success factor in building a b rand name for a retailer such as Zara. Similarly effectively maintaining customer loyalty in terms of repeat buying is a major contributor to successfully expanding its market share in the US market. Marketing Strategy Analysis and Evaluation Based on its successful experience in operating in New York Zara pursued a strategic market expansion strategy in order to maintain organisational growth in terms of market share and the accruement of financial benefits. The establishment of a distribution centre in the outskirts of Buenos Aires enabled Zara supply the southern region as well as played a strategic role in supplying the new northern market (D’Andrea Arnold, 2002). With Zara being one of the few companies utilising in-house design and production meant sourcing locally was its main strategy rather than switching to overseas suppliers. This strategic choice did enhance the competitive capabilities of Zara in terms of short lead time and effective logistics control but added to pressure from competitors who sourced abroad resulting in competitive pricing in the middle market by rivals such as HM and GAP. In addition in considering an integrated supply chain the distribution centre to some extent caused inefficiencies in the overall system in that decisions on the choice of local manufacturers had been made difficult due to the closure of American textile and clothing manufacturers who moved production lines to Asia. As such the market expansions strategy remains unclear in terms of it achieving growth based on effective franchises rather than through adding new stores and entering new markets. This can be said to be especially the case for the North American market. Although the market size is large and entry barriers are low due to the cultural differences between south and north US regions means significant attention must be paid to the marketing mix in order to achieve synergy from integration. Life styles are different in North and South America hence the branding strategy used by Zara is essential in differentiating itself with both from existing rivals and attracting new custom ers within each of the respective markets. Evaluation of marketing mix In the context of international market and keeping in mind different macro and micro environmental conditions an international marketing mix needs to be varied from one context to another (Keegan Green, 2003). Based on the branding marketing mix strategies it is of importance to look at international marketing models in the North American market considering different operational environments and different consumer behaviour in southern and northern markets. Product and brand The term product not only refers to tangible goods but also entails intangible attributes such as customer service and brand name (Keegan Green, 2003). As a retailer Zara provides a similar range of products in both the southern and northern markets in the US as those provided in its domestic market. However the intangible resource which Zara as a strong brand in New York occupying the middle fashion market appears to be less visible more broadly in the North American markets in comparison with the national brand image of GAP. Traditionally the brand image of Zara as a retailer is one targeted on middle income consumers seeking high fashion styles at reasonable prices. As a result of successful operation in the EU market as well as Asian and South American markets Zara was able to create a strong brand image in the middle fashion market in order to compete with GAP and HM who are also two major operators in the wider global market. Price Price is argued as being an important indicator for customers in evaluating the quality of products and within the clothing sector this also holds true (Easey, 2002). The price mix deployed in the US market is double that found in its domestic region in Spain due to higher operational cost and higher labour costs. It has been suggested that the clothing industry is labour intensive and that effective human resource management strategy contributes in a key manner to effective cost control and in turn allow for competitive pricing in the market (Jones, 2002). As a result the operational strategy employed by Zara has been consistently challenged by competitive pricing from competitors who source from cheaper developing countries. As a result the efficacy of an integrated logistics and supply chain can be questioned along with the ability of maintaining this over the long term given the diversity and complexity of the clothing manufacturing industry in the US. In sum Zara’s operat ion in international markets appears to be experiencing rapid growth in terms of new branches and improving sales and profit but longer term challenges need to be addressed as a priority. Easey (2002) argues that pricing regimes for clothing products may need to change depending on different characteristics in each national market but that communication and management of these changes need to be directed from a strategic level. Communication An integrated communication strategy is an important part of the marketing mix within a branding strategy framework. This seems to be even more essential in the clothing retailing industrial context involving the use of celebrities as a critical communication tool in communicating with customers. For Blythe (2000) marketing communications objectives are created in order to develop a customer base and improve sales through increasing both new and existing customers’ expenditure on a brand’s products. However Zara has rarely exploited advertising campaigns except in the case of its launch of two main product ranges occurring seasonally each year. This can help explain its low brand awareness in the North American market which is a threat to successful entry into this marketplace. Additionally visual merchandising such as store design and layout has become widely regarded as important communication tools with consumers (Lea-Greenwood, 2002). In the case of Zara store design such as clear lighting, white walls and ceiling and style-related decorations such as photographs were deployed in order to create an elegant atmosphere emphasising a brand image reflecting European trends. Likewise employee uniforms helped Zara maintain a visual and physical presence of the brand image and helped in communicating with customers and needed only minor adjustments between southern and northern stores. It is believed that the format and experience of a trading environment particularly in clothing retailing interacts closely with merchandise, customer service and the success of communications strategies (Walters Hanrahan, 2000). It can be argued that the communication strategy used by Zara is effective in terms of communicative effects and of a lower cost than its competitors. On the other hand establishing a significant nationwide presence in North America may require either a large expenditure on a celebrity endorsed campaign or the ef fective use of novel techniques such as viral marketing. Distribution The distribution channel is the network which links producers with users yet international distribution strategies are difficult to manage since distribution structures differ from one country to the next (Keegan Green, 2003). For Zara the US market presents unique challenges. As mentioned earlier the closure of US local manufacturers and moves to Asian manufacturing operations poses major threats to Zara which traditionally exploits local sources in supporting its in house design and production. Due to the highly fragmented nature of fashion retailing it is vital for Zara to differentiate itself from other competitors during its entry stage into the North American market. In considering these difficulties in enter this market and the different cultural backgrounds involved Zara pursued an organic growth in terms of opening stores in its expansion. This is because a strong financial background based on its successful operation both in New York and support from its parent company Grupo Inditex allowed for a longer term fiscal view to be taken. However the use of English in the US market is likely to present challenges for the Spanish company but successful international human resource management should counter this and lead to successful implementation of its strategic expansion plans. Figure 1: Global Retailing Market Entry Strategy Framework Source: Horovitz, J. Kumar, N. (1998) Strategies for Retail Globalization, London UK, Financial Times. Conclusion In order to maintain organizational growth Zara employed an aggressive expansion strategy in responding to internationalisation and globalisation. Research demonstrates that a strong global brand name is one of the most vital elements contributing to the success of international operations (Wigley et al, 2005). However a key consideration is cultural influences which have shaped international marketing strategies for Zara in the US market. An international marketing strategy to some degree remains the same as strategies used in other markets satisfy targeted customer groups effectively. However because of local differences and consumer complexity in the American market adjustments were used such as the establishment of a dedicated distribution centre for the American market. Recommendations The marketing mix used by Zara in the US market has been more effective in New York than in other locations. Brand name is a significant part of product concept hence it is useful for Zara to cooperate with local fashion magazines in conducting magazine campaigns in order to improve brand awareness at the market entry stage. Lea-Greenwood’s (2002) suggestion that the communication process involves three key participants namely sender, message and receiver must be added to in the sense that practical contexts of business operations in the clothing retailing sector makes this model more complex due to changing forces in the external environment such as developments in media technology and changing characteristics/preferences of consumers. This is also of particular importance in international markets as different cultural and social backgrounds have substantial impacts on consumer behaviour as well as effective communication models. Secondly higher costs resulted in higher prices for Zara in these locations. This phenomenon is able to generate potential risks to its brand image of quality clothing products at reasonable prices. It is undoubted that in house design and local sourcing provides Zara with competitive advantages such as short lead times and high response rates to clothing trends but an awareness of local characteristics in the marketplace is essential. In the case of international expansion currency rates have a major impact on operational and labour costs. In turn competitiveness on price might be eliminated because of pressures from competitors who are able to provide even cheaper but goods which are of high quality. As Jones (2002) highlights global sourcing is a key trend and will continue to be so due to globalisation. Although sourcing abroad raises concerns on supply chain related risks which are often called the Iceberg theory it is imperative that Zara be aware of the significant advantages of sourcing from countries with lower labour costs especially given that quality levels have improved (Jackson Shaw, 2001). With the North American market there were difficulties for Zara in maintaining its famous on an in house production model simply because of a lack of local suppliers and manufacturers. Additionally labour costs in America are considerably higher compared to its operation in Europe. It is hard for Zara then to enjoy cost advantages offered by Eastern European countries as well as cheap domestic cost in Spain (Jones, 2002). The suggestion here is to consider expanding operations to Mexico which is comparably cheaper than the US yet offers a distribution channel to the North American market. The establishment of a distribution centre in Mexico is more likely to be cost effective rather th an building specific manufacturing factories in order to supply the North American market. References BBC News (2005) US Consumer Confidence on the Up, BBC News, December 28th, available from:Â  http://news.bbc.co.uk/1/hi/business/4564766.stm> Blackwell, R.D., Miniard, P.W. Engel, J.F. (2000) Consumer Behaviour, USA, Dryden. Bradley, F. (2005) International Marketing Strategy 5th edition, Harlow UK, FT Prentice Hall. Breward, C. (2000) Cultures, Identities, Histories: Fashioning a Cultural Approach to Dress, in White, N. Griffiths, I. (eds) The Fashion Business: Theory, Practice, Image, Oxford New York, Berg. D’Andrea, G. Arnold, D. (2002) Zara, Harvard Business School, January 30. Domosh, M. (1996) The Feminized Retail Landscape: Gender, Ideology and Consumer Culture in 19th Century New York City, in Lowe, M. and Wrigley, N. (eds) Retailing, Consumption and Capital, UK, Longman Group Limited. Douglas, S.P. Wind, Y. (1987) The Myth of Globalisation, Columbia Journal of World Business, Vol. 22. Easey, M. (2002) Fashion Marketing 2nd edition, Oxford UK, Blackwell Publishing. Entwistle, J. (2000) The Fashioned Body, Cambridge UK, Polity Press. Foxall, G.R., Goldsmith, R.E. Brown, S. (1998) Consumer Psychology for marketing 2nd edition, London UK, Thomson Business Press. Hawkins, D.I., Best, R.J. Coney, K.A. (1989) Consumer Behaviour: Implications for Marketing Strategy, Boston USA, Mass. Hesmondhalgh, D. (2002) The Cultural Industries, London UK, Sage. Horovitz, J. Kumar, N. (1998) Strategies for Retail Globalization, London UK, Financial Times. Jay, P. (2000) The Road to Riches, London, Weidenfield and Nicholson. Jackson, T. Shaw, D. (2001) Mastering Fashion Buying Merchandising Management, Basingstoke, Palgrave Jobber, D. (2001) Principles Practice of Marketing 3rd edition, London UK, McGraw-Hill. Johnson, G. Scholes, K. (2002) Exploring Corporate Strategy: Text and Cases 6th edition, London UK, FT Prentice Hall. Jones, R.M. (2002) The Apparel Industry, Oxford UK, Blackwell Publishing. Keegan, W.J. Green M.C. (2003) Global Marketing 3rd edition, New Jersey, Prentice Hall. Lea-Greenwood, G. (2002) Fashion Marketing Communication, in Easey , M. (ed) Fashion Marketing 2nd edition, Oxford UK, Blackwell Publishing. Porter, M.E. (1980) Competitive Strategy: Techniques for Analyzing Industries and Competitors, New York USA, The Free Press. Rugman, A.M. Hodgetts, R.M. (2003) International Business 3rd edition, Harlow UK, FT Prentice Hall. Singleton, J. (1997) The World Textile Industry, London UK, Routledge. Solomon, M., Bamossy, G. Askegaard, S. (2002) Consumer Behaviour: A European Perspective, Harlow England, FT Prentice Hall. Walters, D. Hanrahan J. (2000) Retail Strategy: Planning and Control, London UK, MacMillan Business. Wigley, S.M., Moore, C.M. Birtwistle, G. (2005) Product and Brand: Critical Success Factors in the Internationalisation of a Fashion Retailer, Journal of Retail Distribution Management, Vol. 33 No. 7.

Chat language

Chat language Chat Language Chat Language is a recent concept which is characterized by overwhelming acceptance. Chat language can be justly described as the result of the worldwide impact of Internet and Cosmopolitan culture. Chat Language refers to the whole range of abbreviations and smileys which have become an integral part of the process of chatting. Usefulness of Chat Language The usefulness of chat language is well illustrated by the overwhelming acceptance of the language. In fact, chat language is one of the most commonly used medium of communication amongst the youngsters. Chat Language is most prevalently used by the people living in big cities where the impact of Internet is more profound. Chat Language has simplified and speeded up the process of transmitting messages. You can make use of this short and sweet chat language to aptly communicate your thoughts and feelings to your dear ones. In fact, a smiley also enhances the look of the messages, thereby, expressing your feelings properly. Chat Language proves to be less time consuming. Knowledge of Chat Language In order to make use of the chat language efficiently, you need to learn the short forms and smileys properly. In order to expand the scope of your knowledge about Chat Language, you can make use of the handy and easily understandable Chat Dictionary. A Chat Dictionary provides with an entire list of abbreviations that are used in chat and are easy to remember. In chat language, the spelling of a normal word is shortened. For example, AFK stands for Away From Keyboard while FYI means For Your Information. Below is a list of some of the most commonly used short forms and smileys: ASAP As Soon As Possible BBL Be Back Later FWIW For What Its Worth GTSY Glad To See You IC =Â » I See IRL =Â » In Real Life LY =Â » Love Ya TNT =Â » Till Next Time o:-) =Â » Angelic >:-( =Â » Angry |-I =Â » Asleep : =Â » Crying :-) =Â » Crying with Joy :-( =Â » Crying Sadly :-9 =Â » Delicious, Yummy

A Negative Place :: Essays Papers

A Negative Place My husband Andrew was an orphan. He had no family members and very few friends. I was convinced, that I was his only family and friend. So imagine my eagerness when he said "we were going to meet an old friend he grew up with named Shell". I would finally have a chance to talk to someone who knew Andrew, someone who could speak of his character when he was younger and the things that made him tick. I admit, there was a lot I didn't know about my husband. At the time, I believed I knew all that needed to know about Andrew was that I loved him and trusted him. Shell lived in Queens, a part of New York City that was unfamiliar to me, but I enjoyed it's quiet streets. We arrived at Shell's house around three o'clock in the afternoon. Shell lived in a high rise complex; in a one bedroom apartment. The place was very neat, spacious and sparsely furnished. We sat around the floor on pillows, listening to music and talking. Shell prepared some drinks for the three of us, serving them with fruits and ladyfinger sandwiches. I thought this was very elegant. We sat around on the floor, smiling and making small talk about popular music, not at all the kind of talk what I was expecting. I thought the conversation would be about Andrew and Shell, their years of growing up together. This was my first clue that things weren't quite right with these two men. Then Shell and Andrew excused themselves and went into the bedroom to talk. This made me wonder, what could they be saying that they couldn't be said in front of me? A few minutes later when they returned, Shell said he had to meet his girlfriend downstairs. This information pleased me a little, because I really wasn't very comfortable sitting alone with two men in an apartment; although,one was my husband. While Shell was out of the apartment, Andrew refilled my glass and put on some more music. He said, "I have to tell you something, Shell likes you". I told him that I thought Shell was alright, but surprised that he didn't talk much about the two of them growing up together.