Intentions of Alexander II and the Failure of the Emancipation of the S

Intentions of Alexander II and the Failure of the Emancipation of the Serfs In the 19th century it was estimated that about 50 per cent of the 40,000,000 peasants in Russia were serfs, who worked on the land and were owned by the Russian nobility, the Tsar and religious foundations. This had been true for centuries in 1861, however, this was all changed when Tsar Alexander II emancipated the serfs and gave them freedom from ownership. Alexanders determination was based on many reasons, and did not have the desired consequences, for the serfs at least. Therefore, it is possible to question Alexanders motives for such large reform, which this essay bequeath do and will also look at why the emancipation, which had been anticipated for so long, was such a failure. In the mid and late nineteenth century the whole of western sandwich Europe underwent immense change, both economically and socially, due to the industrial revolution. Factories, railways and indus trial cities were built at an astonishing rate, and trade between countries became even more all-important(a) as agriculture became less important. In order to survive as a strong power in this new economic and social climate, Russia take to be able to compete in industrial terms with the rest of the world, particularly as its agriculture was under threat already. Even though four-fifths of the cosmos were peasants, a prosperous and thriving faming economy had never fully developed, party because of the land itself - much of Russia lay too far north to have acres good enough for either crop-growing or cattle-rearing. From 1840 onwards, the need for serious reform became apparent to the Tsar ... ...of the Emancipation Act show that the real needs and wants of the serfs were not properly considered, and, although he probably believed that what he was doing was right for Russia, Alexanders reforms were based more on his fear of uprising and his vision of an industrialised Russia. Emancipation failed, therefore, because Alexander II forced a freedom onto the serfs that they were neither prepared for nor welcoming of. Bibliography www.spartacus.schoolsnet.co.uk www.pvhs.chico.k12.ca.us Access to History, Reaction and Revolutions Russia 1881-1924 Michael Lynch (2000) Challenging History Europe 1890-1990 1 Michael Lynch, Russian 1881-1924 (2000) p. 10 2 E Acton, Russia, p.75 (1986) 3 Russell Sherman, Russia 1815-81 (1992) p. 58 4 Jake Axel, www.webserver.rcds.rye.ny.us

Electromagnetic Induction :: science

Electromagnetic InductionThe phenomenon called electromagnetic induction was first noticed and investigated by Michael Faraday, in 1831. Electromagnetic induction is the production of an electromotive force (emf) in a conductor as a result of a changing magnetic field well-nigh the conductor and is a very important concept. Faraday discovered that, whenever the magnetic field about an electromagnet was made to grow and collapse by closing and opening the electric car circuit of which it was a part, an electric current could be detected in a separate conductor confiningby. Faraday also investigated the possibility that a current could be scored by a magnetic field being placed near a coiled wire. Just placing the magnet near the wire could not produce a current. Faraday discovered that a current could be produced in this situation only if the magnet had some velocity. The magnet could be moved in every a positive or negative direction but had to be in motion to produce any current in the wire. The current in the coil is called an induced current, because the current is brought about (or induced) by a changing magnetic field (Cutnell and Johnson 705). The induced current is sustained by an emf. Since a source of emf is always needed to produce a current, the coil itself behaves as if it were a source of emf. The emf is known as an induced emf. Thus, a changing magnetic field induces an emf in the coil, and the emf leads to an induced current (705). He also found that moving a conductor near a stationary permanent magnet caused a current to flow in the wire as long as it was moving as in the magnet and coiled wire set-up. Faraday visualized a magnetic field as composed of many lines of induction, along which a small magnetic arena would point. The aggregate of the lines intersecting a given area is called the magnetic flux. Faraday attributed the electrical effects to a changing magnetic flux. The necessity of motion to produce a current is due to the fact tha t electromagnetic induction involves a time-varying magnetic field. The same effects can be produced by moving the coil toward and off from a motionless magnetic source. In either case, the key to producing the current is certainly the motion of the magnet or the wire. The magnetic lines of the magnetic field mustiness pass through a loop of the coiled wire.

Free Grendel Essays: Good Requires Evil :: Grendel Essays

Good Requires Evil in Grendel The classic struggle of good versus offense is taken from a different perspective in Grendel, a tier in which John Gardner demonstrates that neither one can exist without the new(prenominal). As in the par in allel comparison of beauty to ugliness, it can be seen that good and ugliness ar only identifiable in their contrast of one another. If there was secret code defined as beautiful, for instance, nothing could be ugly. There would be no such concept. Similarly, having no definition of good would make evil, too, a non-existent idea. In Grendel, Gardner grasps this thought, and maximizes its richness with the help of a horrendously confused monster and the society that he terrorizes. passim the novel, this monster, Grendel, seems confused as to whether he wants to view life like his existentialistic dragon mentor, or like the ignorantly optimistic humans on which he feeds. At times he is captivated by the romantic songs of the Shaper, and feels no desire to kill, plot of ground at others he thrives on the knowledge of the dragon, and goes on bloody rampages. At one point during Grendels insecure state, the dragon tells him something that changes his outlook, and gives him a new feeling of self-worth.   You meliorate them, my boy Cant you see that? yourself? You stimulate them You make them think and scheme. You drive them to poetry, science, religion, all that makes them what they are for as long as they last. You are, so to speak, the brute existent by which they learn to define themselves. The exile, captivity, death they shrink from--the blunt facts of their mortality, their abandonment--thats what you make them recognize, wed You are mankind, or mans condition inseparable as the mountain-climber and the mountain. (72-3)   In short, the dragon is saying, You are evil and they are good, but the only thing that makes them good is you. In this statement, it is apparent that good and evil have inseparable, yet u ndefinable boundaries, and are truly two in the same. Grendels evilness motivates the fearful people to work, to strive, to think, and to overcome their problems. In this, however indirect or abstract it may seem, Grendel is actually producing good. Amazingly, he manages to be both evil and good at the same time. On the other hand, it is obvious that evil Grendel could not survive without the good humans.Free Grendel Essays Good Requires Evil Grendel EssaysGood Requires Evil in Grendel The classic struggle of good versus evil is taken from a different perspective in Grendel, a story in which John Gardner demonstrates that neither one can exist without the other. As in the parallel comparison of beauty to ugliness, it can be seen that good and evil are only identifiable in their contrast of one another. If there was nothing defined as beautiful, for instance, nothing could be ugly. There would be no such concept. Similarly, having no definition of good would make evil, too, a no n-existent idea. In Grendel, Gardner grasps this thought, and maximizes its importance with the help of a horrendously confused monster and the society that he terrorizes. Throughout the novel, this monster, Grendel, seems confused as to whether he wants to view life like his existentialistic dragon mentor, or like the ignorantly optimistic humans on which he feeds. At times he is captivated by the romantic songs of the Shaper, and feels no desire to kill, while at others he thrives on the knowledge of the dragon, and goes on bloody rampages. At one point during Grendels insecure state, the dragon tells him something that changes his outlook, and gives him a new feeling of self-worth.   You improve them, my boy Cant you see that? yourself? You stimulate them You make them think and scheme. You drive them to poetry, science, religion, all that makes them what they are for as long as they last. You are, so to speak, the brute existent by which they learn to define themselves. The exile, captivity, death they shrink from--the blunt facts of their mortality, their abandonment--thats what you make them recognize, embrace You are mankind, or mans condition inseparable as the mountain-climber and the mountain. (72-3)   In short, the dragon is saying, You are evil and they are good, but the only thing that makes them good is you. In this statement, it is apparent that good and evil have inseparable, yet undefinable boundaries, and are actually two in the same. Grendels evilness motivates the fearful people to work, to strive, to think, and to overcome their problems. In this, however indirect or abstract it may seem, Grendel is actually producing good. Amazingly, he manages to be both evil and good at the same time. On the other hand, it is obvious that evil Grendel could not survive without the good humans.

Social Implications: Access to Technology Essay -- Essays Papers

Social Implications Access to TechnologyHas the Internet and the computerization of work, education, and life itself lead to inequalities in the access to technology and information among people with respect to differences in race, economic classes, education, and gender? With the end of the Cold War, a newly emerging global food market economy aided by advancing computer and information processing technologies claim rapidly changed the way people live and work. I recognize the sine qua non to have access to technology, and the changing need for technology over the course of a persons life. Technological changes have outpaced ethical developments, bringing nearly unanticipated problems that have caused a policy vacuum filled by Computer Ethics, which has initially surfaced from practical concerns arising in the information society rational decisions have to be taken, technical, educational and ethical problems must be solved, legislation needs to be adopted, and a combination of empirical evidence and logical arguments seems to provide the most obvious and hopeful means to achieve such pressing goals. (http//www.wolfson.ox.ac.uk/floridi/ie.htm1) By researching this values question, I believe that I will gain new insight and knowledge about the importance of parity in access to technology. This web site will examine if there are inequalities in the access to technology and if so how they tinct our society, and discuss ways to provide solutions for equal access for people of color, underprivledged classes, educational and career purposes, and both sexes. Computer technology affects society in many ways. sensation needs to recognize the concerns for social responsibility in which computing technology is used. Advanc... ...righttoknow/) (03 serve 2000) Ursery, Danney. Normative Ethical Principles and Theories Utilitarian Theory Online. Internet Available (http//www.stedwards.edu/ursery/norm.htmutility) (24 treat 2000) Ursery, Danney. Normative Ethical Prin ciples and Theories Social Contract Theory Online. Internet Available (http//www.stedwards.edu/ursery/norm.htmsocial) (24 March 2000) Ursery, Danney. Exploring Values Moral Rules, Moral Principles and Value Statements Online. Internet Available (http//www.stedwards.edu/ursery/values.htm) (24 March 2000) Equal Access to Software and Information. Online. Internet Available (http//www.rit.edu/easi/) Lacey, Marc. Clinton Uses High-Tech Show to Push Plan for Internet Parity. (New York Times 19 April 2000) Harmon, Amy. Racial Divide give on Information Highway. (New York Times 17 April 1998)

Comparing Daisy and Countess Olenska in Daisy Miller and The Age of Inn

The story Daisy Miller is a romance of a love that can never be. The character Annie P. Miller (known as Daisy Miller) is portrayed as a young naive wild yet, innocent girl who want to do nothing much but have enjoyment with the company she please. The story Daisy Miller is a lot like The Age of Innocence. In both the movie and the book the leading lady was shunned from society because of their behavior. both(prenominal) Daisy and the Countess Olenska were misunderstood and out-casted because they were saw as different. These women did not want to conform to what the society thought was proper and good, they had their own opinion and was bold in their time to farming it. Daisy thought it was okay, even nice to have many gentlemen friends. She did not find it to mean she was of recklessness. Daisy thought the more gentlemen and even lady friends she had proved her to be more sociable. She was a bold young lady who said what she felt and did what she wanted. When Daisy enjoyed the companionship of a gentleman she freely says so, and publicly complements the fellow. Daisy knew that people did not thi...

Comparing Daisy and Countess Olenska in Daisy Miller and The Age of Inn

The story Daisy Miller is a romance of a erotic love that can never be. The character Annie P. Miller (kn give birth as Daisy Miller) is portrayed as a young naive wild yet, innocent girl who want to do nothing more(prenominal) but have fun with the company she please. The story Daisy Miller is a lot like The Age of Innocence. In both the cinema and the book the leading lady was shunned from society because of their behavior. Both Daisy and the Countess Olenska were misunderstood and out-casted because they were saw as different. These women did not want to conform to what the society thought was proper and good, they had their own opinion and was bold in their time to state it. Daisy thought it was okay, even nice to have many gentlemen friends. She did not find it to mean she was of recklessness. Daisy thought the more gentlemen and even lady friends she had proved her to be more sociable. She was a bold young lady who said what she felt and did what she wanted. When Daisy enjoy ed the companionship of a gentleman she freely says so, and publicly complements the fellow. Daisy knew that people did not thi...

Physical Security Principles Essay

Safety in numbers has always been a deterrent method when leaving or traveling done places that are non safe. But without proper physical aegis measures set in place when leaving any facility or building the command for a crowd will be of no use. Proper physical hostage requires penetrationing the risk that may cause threats, vulnerabilities, and attacks when certain principles are not implemented. forcible security also refers to tangible impediments to attack or unauthorized entry. Safety involves having the building, grounds, access to and from the parking area, and opposite hidden locations secure by ignition system, monitoring, and physical patrol.strong-arm security should include the inside of the building as well as the external and adjoining perimeter. Building Security There can never be too much security for a business, corporation, school, or home owner. The threat of an individual causing bodily harm or taking personal belongings without permission are very h igh if proper equipment and safety precautions are not taken. Proper lighting and cameras should accommodate buildings for the safety and protection of employees, staff, and students.Securing the facility and the graphic symbol of risk that is ssociated with each building will need analyzing and assessed for protection. Each facility is different when providing security for their site. Federal buildings will not require the same lawsuit of protection as a bakery. Security for Building Occupants and Assets (2009) states that it may require addressing certain situations such as unauthorized entry/trespass (forced and covert), insider threats, explosive threats, stationary and moving vehicle-delivered, mail bombs, package bombs ballistic threats, small arms, high-powered rifles, drive-by shootings, etc. weapons of mass destruction (chemical, biological, and radiological) disruptive threats (hoaxes, false reports, malicious attempts to disrupt operations) cyber and information securi ty threats (WBDG, 09).Each business building structure will determine the basic requirements for securing the safety and well being of staff and personnel. One size do not fit all but according to Katz and Capsi, 2003, states Prior to running out and ordering millions of dollars of protective equipment, professionals should evaluate the overall security of your facility and a critical report of the results should be prepared.Ground Security Another key issue that complements the safety of any building is the lighting of that building. Lighting inside and outside of a building can help deter physical mishaps and attacks The lighting should be situated at every entry and exit and also throughout the building and also positioned correctly for better angles and views of open areas and spaces. Perimeter security lighting should also be available for long corridors and parking garages. Correct lighting in these places can give patrons a better visual of their surroundings and also allow them to see what may be obstructing their path.Having proper lighting and cameras may not be enough to keep out unwanted activity. Employing trained security professionals to patrol the facilities can add to deterring criminals. Hired security guards by a reputable attach to can add to the buildings safety and that of the patrons coming and going. How likely a crime target any specific building is, depends on the perceived gain to the perpetrator, balanced against his perceived risk of apprehension or defeat (Witherspoon, 2002). The presence of a trained guard can limit the amount of loitering or negative behavior outside and offer a feeling of safety to staff and employees who are ntering or leaving the building.Technology Advancement Physical security for any facility is a major factor for keeping safe and having modern engineering science on site is a greater addition. Protecting the facilities assets requires the company to stay ahead with modern day upgrades and devices for ensuring that whatever or whomever is gaining access to the property is suppose to be there. Monitoring the individuals who enter through facility access control and perimeter fences or installing video and closed circuit television surveillance can eliminate trespassers and those with no prior business on the property.Personal identification systems can also be established that use fingerprints and biometrics to gain access into any facility for staff and personnel. The amount of engine room to use for physical security is unlimited depending on the facility and what needs protecting. Conclusion Physical security involves many components such as location, configuration, size, shape, and many other vital attributes that comes with a standing structure.Keeping people safe on the inside as well as those on the outside requires security principles that go beyond what just the normal eye can see. Applying the correct physical equipment to lower the risk of unwanted behaviors and attack s depends on how well the perimeter is guarded. Advanced technology including cameras and monitoring systems add to the insurance of physical security and if used properly can lower the possibility of threats. There is never an answer for what system whole works best but using a variety of methods is sure to make leaving work a little safer.

What Really Caused the American Revolution

Historians have argued about the many possibilities of why the American Revolution occurred. The reason for this is that the main cause of the revolution caused other supposedly causes of the revolution. The most(prenominal) base simplest cause of the American Revolution is merely the fact that distance weakens authority greater distance weakens authority even more than greatly. Separation from the fry nation (Thirteen Colonies) from its mother country (Great Britain) was inevitable.During the Seven Years War Britain thought the colonies were acting obnoxious and were the cause of the Seven Years War because the war started in America. Once it tried to regain concord Britain was shocked when it saw that they were losing grasp of their thirteen colonies and saw their child was growing up into an adolescent. America wasnt very looking for independence they sought only to claim the rights of Englishmen, though collisions between ii different views of pudding stone came between t he American colonies and their mother country alike Americans were steatimedily moving toward a more self-gover nment.But there were also those other supposedly causes of the revolution that occurred. A room Britain tried to gain back control and the ? 140 one million million million they were in debt for defending the American colonies, imposed Navigation laws which meant that all commerce flowing to and from the colonies would be transported only in British vessels. accordingly there were the taxes, one which made the American colonists irate was the Stamp second of 1765.Prime Minister George Grenville was resentful of the colonies and ordered British navy to begin enforcing the navigation laws more strictly and secured from Parliament the Sugar moment of 1764, raised job on foreign sugar imported from the West Indies, and was the first law ever run outed for raising tax revenue in the colonies for the crown. Then there was the Quartering Act of 1765, required certain col onies to provide food and quarters for British troops. The Stamp Act of 1765 mandated the use of stamped paper or the affixing of stamps, certifying payment of tax.These stamps were required on bills of sale for about fifty trade items, certain types of commercial and legal documents, including playing cards, pamphlets, newspapers, diplomas, bills of lading, and trade union licenses. Even though the Americans werent being taxed as much as British people they were still outraged, they felt Grenvilles noxious legislation jeopardized the basic rights of the colonists as Englishmen. Angry American throats raised the cry No taxation without representation They conceded the right of Parliament to legislate about matters that affected the entire empire they steadfastly denied the right of Parliament to impose taxes on Americans. Only their own elected colonial legislatures could legally tax them. Grenville dismissed these American protests and asserted in any case the Americans were repre sented in Parliament. He claimed that every member of Parliament represented all British subjects, even those Americans in Boston or Charleston who had never voted for a member of parliament this theory is known as virtual representation.The Americans didnt like this idea at all, and truthfully didnt really want any direct representation in Parliament. Colonists clung to no taxation without representation. Benjamin Franklin, then in London as a prominent colonial agent testified before a committee of the House of Commons. He answered varies questions very brilliantly. He pointed out that if a military force would be sent to America nobody would be found in arms what are they then to do? They cannot force a man to take stamps who chooses to do without them. They will not find a rebellion they may indeed make one. Colonial outcries against the detested stamp tax took various forms. The Stamp Act Congress of 1765 it was one more halting but significant step toward intercolonial unity. More effective was the Nonimportation Agreements against British goods. Some violence accompanied colonial protests, two groups called Sons of Liberty and Daughters of Liberty took the law into their own hands. They enforced the nonimportation agreements against violators, often they would tar and feather them, and ransacked houses of un hot officials.About one-half of British shipping was devoted to American trade, merchants, manufacturers, and shippers suffered because of the nonimportation agreements. After a tempestuous debate Parliament repealed the Stamp Act. Champagne Charley Townshend could deliver the most dazzling speeches even while drunk. He persuaded Parliament to pass the Townshend Acts in 1767 most important of these new regulations was a light import duty on glass, white lead, paper, paint, and tea. He made them an indirect customs duty payable at American ports. But Americans still werent fond of this and found it no different than the Stamp Act.They still were taxe s and without representation. Americans found the tax on tea more irksome because an estimated 1 million people drank the beverage twice a day. The colonists once again tried the nonimportation agreements but proved to be less effective than the ones against the Stamp Act. They still took the tax less seriously mainly because it was light and indirect. Moreover they found they could smuggle the tea at a cheap price. British officials sent two regiments of troops to Boston. Many colonists felt resentment against the presence of the soldiers and taunted them unmercifully.On March 5, 1770 a crowd of about 60 township attacked a crew of about ten redcoats. And without any rationalization and without orders opened fire and killed or wounded eleven innocent citizens. Though the redcoats only acted this way because they were under extreme provocation, one of them was hit by a club and another was knocked down. Rebellion was still inevitable by 1773, nonimportation was weakening, and the c olonists were reluctantly paying the tea tax because the legal tea was cheaper than the smuggled tea it was even cheaper than the tea in England.The British East India Company was going bankrupt because of the 17 million pounds of unsold tea. The London government would collapse and lose tax revenue very heavily. So the ministry helped the company by giving it complete control of the American tea business. Americans were outraged and felt as if they were being tricked. In Philadelphia and New York mass demonstrations forced tea-bearing ships to return to England with their cargo holds still full. The most memorable of this doing was in Boston, Massachusetts.Thomas Hutchinson, governor of Massachusetts had already felt the fury of the angry mob, when Stamp Act protestors had destroyed his home. Though he still ordered the tea ships not to leave Boston until all its cargo was unloaded. Infuriated Bostonians disguised as Indians boarded on the ships and smashed open 342 chests of tea a nd dumped it into the Boston harbor. Parliament responded to the Boston tea leaf Party immediately. In 1774 series of acts were made. Americans called them the massacre of American Liberty by others as the insufferable Acts, many of the chartered rights of colonial Massachusetts were swept away.And with the Intolerable Acts came the Quebec Act, both passed at the same time. American saw this act especially noxious, it seemed to set a dangerous precedent in America against jury trials and popular assemblies. Land speculators became alarmed anti-Catholics became distressed to see a huge trans-Allegheny area snatched from them. All these supposedly causes of the revolution abraded the Americans, they were fed up so they came to a induction of a Continental Congress in 1774.The congress came up with several dignified papers including the Declaration of Rights, and appeals to other British American colonies to the king and British people. Though they werent looking for independence an d sought merely to repeal the offensive legislation and return to the happy days before parliamentary taxation, when they were leftover alone. If these colonial grievances werent taken to consideration the Congress was to meet again. And evidently they werent, slowly war would creep up behind them. The British and the Americans now teetered on the brink of all-out warfare. Thus the American Revolution.

Education of African American Male Students Essay

The cook vs. the Topeka Board of Education was a landmark decision of the join States Supreme court which interdict racial segregation within public tuition facilities. Segregation of public direction existed until the Supreme cost considered argu custodyts by the schools requesting relief concerning the task of desegregation. In Brown II, the Supreme Court delegated the task of carrying come to the fore the desegregation to district courts with orders that desegregation pass away with every(prenominal) deliberate speed (The United States Supreme Court, 1954). This phrase with all deliberate speed was easier said than done.Segregation practices continued in America well after 1954. During these early age groups like The National Association for the promotion of Colored People (NAACP), S bug outhern Christian Leadership Conference, and The Nation of Islam emerged as the new lead transcriptions for the Civil Rights Movement. Leaders like Megar Evers, Malcolm X and Martin L uther King junior emerged all were assassinated before reaching the age of forty. These assassinations sparked the emergence of preadolescenter and more radical groups. Groups like the Student Nonviolent Coordinating Committee and the benighted Panther Party had goals for knowledge. The B want Panther Party created a comprehensive plan for improving their community. The plan was called the decade Point Plan (Ten Point Plan, 1966). The Ten Point Plan stated We believe in an educational system that will give to our people k flatledge of self.If a man does not feel knowledge of himself and his position in society and the world, then he has little chance to relate to anything else. (Ten Point Plan, 1966, p.1). The 1960s were an era of great change in Afri tail end American culture. This was also a time for new leadershiphip in the African American community. Dr. Martin Luther King Jr. and Megar Evers had chosen to use a nonviolent approach. Malcolm X was more radical and was willi ng to use violence to get equal treatment. After all lead leaders were assassinated leaders such as Stokely Carmichael had a new concept ofwhat America should become. In 1968 Stokely Carmichael created the term institutional racism, which he defined as the collective trial of an organization to provide an appropriate and schoolmaster service of process to people because of their color, culture or ethnic origin.One of the new topics in education reform focused on how to educate African American masculines. Students in urban atomic identification number 18as have been exposed to deteriorating conditions, which include overcrowded classrooms, limited funding for education, and unstable learning environments. In recent years the education of African American males has encountered several problems. Although 72% of black students in America potassium alum from high school, over 45% of African-American males drop out of high school (Green & Carl, 2000). An otherwise problem is that one in four African American males atomic number 18 expelled from school each year. Additionally a disproportionate number of African-American males atomic number 18 in special education and remedial yarn classes (Lee, Winfield & Wilson, 1991). harmonize to Livingston and Nahimana (2006),Success with African-American males requires understanding the social place setting in which they exist. This journey of cultural understanding begins by recognizing preconceived assumptions about urban African-American male children, African-American children, particularly urban youth, be very shrewd on picking up the adults perception of them. Thus, understanding the behavior and dynamics of urban African-American families will greatly aid in understanding and educating the African-American male child. (p.210) Statement of the problemIn recent years, thither has been a trend of academic underachievement among African American males. Economic opportunities, lack of education, lack of father figures and the lack of understanding from the American society has damaged the self-esteem and the educational opportunities of vernal African American males. This look discussed the function that education has contri onlyed to the underachievement of African American males in education.The purpose of this study was to review and analyze the data regarding the education of African American male students. Specifically, the study lookedat the component part impacting the education of African American male students. This results of this study aims to encourage and educate professionals by providing information and additional strategies in promoting the educational success of African American male students. The following research questions guided this study1. What factors have influenced the education of African American males? 2. How have historical perspectives regarding poverty in the African American community changed? 3. How have attempts to desegregate public schools in Amer ica operated? 4. What strategies can educators use to improve opportunities for African American male students? Limitations of StudyThis study was base on existing literature and research regarding factor impacting African American male students. The scope of data collection included journals, books, and articles dealing with African American male student. The literature consisted of a number of studies involving the African American family structure. Studies in the field of education often do not include a ascendancy group. Other sources describe recommendations or proposals that may correlate with successful implementation of various strategies, but do not have quantifiable data to incite those models. The limitations that these factors bring include the amount of study and research that exists within the literature Research was confined to the past decade with the exception of the historical aspects presentedDefinition of equipment casualtyAccountability a policy of holding s chools and teachers accountable for the academic progress students by linking such progress with funding for salaries, and maintenance Culture refers to patterns of human practise and the symbolic structures that give such activity significance. Different definitions of culture reflect various theoretical bases for understanding, or criteria for evaluating, human activity. Institutional racism the collective failure of an organization to provide an appropriate and professional service to people because of their color, culture or ethnicorigin. Poverty the state or condition of having little or no money, goods, or means of choke condition of being short indigence. Public education education mandated for or offered by the government to the children of the general public, whether national, regional, or local, provided by an institution of civil government, and paid for, in whole or in part, by taxes.The term is generally applied to basic education, K -12 education and primordial and secondary education. Racism a belief or doctrine that inherent differences among the various human races determine cultural or individual achievement, normally involving the idea that ones own race is superior and has the right to rule others. Racial segregation is characterized by separation of different races in diaphragmical life when both races are doing equal tasks, such as eating in a succoraurant, drinking from a water fountain, using a rest room, attending school, going to the movies, or in the rental or purchase of a home. Urbanization means increased spatial scale and/or immersion of settlement and/or business and other activities in the area over time. The process could occur every as natural expansion of the existing world (usually not a major factor since urban reproduction tends to be lower than rural), the transformation of peripheral population from rural to urban, incoming migration, or a combination of these.Design of the StudyThis study was descriptive in na ture. All data were based upon research of available literature on the challenges of poverty and its role in the education of African American male students. Guiding questions were answered based upon a review of existing literature and research which addressed the factor impacting African American male students Literature on educational learning strategies were identified, studied and discussed.The information is presented in four chapters Chapter One will consist of the introduction of the research paper. Chapter Two is the review of literature, outlining as pertinent to the research question. Chapter Three presents the analysis of the findings, and theme regarding the historical perspectives and impacting factors associated with the education of African American males. Chapter Four consists of a countersign including summary, conclusions, and recommendations.CHAPTER TWO REVIEW OF THE LITERATUREIntroductionBefore educators analyze the negative statistics for African American male s, the fact that there have been successes must be realized. fit to Livingston and Nahimana (2006), Success with young African-American males requires understating the social context in which they exist. This journey of cultural understanding begins by recognizing preconceived assumptions about urban African-American male children. African-American children, particularly urban youth, are very keen on picking up the adults perception of them, thus understanding the behavior and the dynamics of urban African-American families will greatly aid in the understanding and educating the African-American male child. Although the literature is quick to point out that some(prenominal) urban African-Americans are reared in single family home, one should not assume that there are not positive males in the childs extended family. Uncles, grandfathers and until now one-time(a) male siblings can play an important role in aiding our work with students. ( p.210)There are several questions that co uld be asked about the education of African American males. correspond to Education Today (2007, p.22), there is a new question that will be asked. Will we lose the next two or triplet generations, or possibly every generation of African-American boys hereafter to negative media, gangs, medicines, poor education, unemployment, father absence, crime, violence and death? African American male students are faced with several challenges in education such as unemployment, housing, violence, incarceration, drugs, and education. correspond to Livingston and Nahimana (2006), Educating young African American males has become an increasing concern for educators and human service professionals over the past 20 years.Disproportionate order of school failure, dropout, and incarceration all speak to the need to develop interventions, which can account for the structural and ecological factors that impact African-American families and African-American children (209). Even the United States S enate has noticed the new disturbing trend among AfricanAmerican males. According to United States Senator Charles Schumer (D-NY) in 1999, 65 percent of African-American male high school dropouts in their 20s were jobless. He added that by 2004, the share had increased to 72 percent, as compared to 29 percent of whites and 19 percent of Latinos. Schumer also noted the incarceration rate of young African-American males is at historic highs, more than half of African-American males do not off high school, and an African-American man in his 20s without a high school diploma is more likely to be in imprison than to be running(a) (Wright, 2007, p.4).Family Structure/FoundationIn America, the tralatitious family structure consists of a mother and a father. According to May, In the 1950s the normative American family consisted of a breadwinner father, housewife mother, and several children, all living in homes in the suburbs on the outskirts of a larger city. It was a narrow view of a model family, yet it pervaded the media and was astray accepted as the ideal and most normal ( p.20). Today, the dynamic of the American family structure is much different. Bishop (1991, p 23 ) stated that In the 1990s there are still traditional families with parents and children, but the definition of a family has broadened considerably. Children are raised by many varieties of caring adults single parents, grandparents, kin-networks, homosexual couples, and others. Even traditional appearing families are often blended families of children from different biological parents. African American families have similar dynamics.Billingsley (1968, p. 36) identified three categories of African American families uncomplicated families (e.g., two-parent), extended families (e.g., other relatives, in-laws), and augmented families (e.g., nonrelated individuals). The structure of the African American family has not remained static over the years. According to overreach and Mitchell-Kernan (1 995) African American women are now twice as likely to maintain families solely then they were in 1940. Another trend involves women heading the household. According to Darity and Myers (1995, p. 1), The rise in female-headed families among African Americans has been swift. twenty-eight percent of African American families were headed by women in 1970, and 46% were female headed. This data make it clear that patterns of African American family formation have undergone self-coloured change over the past 50years in a number of important aspects. The absence of fathers from the homes has been associated with delinquency. According to Auletta, living in single-mother household has been suggested as a contributing factor in the development of adolescent problem behaviors (p.23).There are other concerns with the African American family that involve marriage. According to Tucker and Mitchell-Kernan (1995), the proportion of African American women and men who marry has declined by 20% over the past 50 years, compared to the general population that has remained steady. The combined impact of delay marriage, more non-marriage, high divorce rates, and a high rate of births out of wedlock are observed as having a profound effect on family formation in the African American community. Four out of every 10 African American families have a woman maintaining the family without the support of some other adult. These trends are directly related to the well being of African American families and communities.UnemploymentIn the African American community there are several challenges for young African American males. The lack of jobs has a lot to do with poverty and continues to plague the African American community. According to McAdoo (p. 15), High rates of unemployment have had a profound impact upon the African-American community. Discrimination, inequalities in hiring and recessions, plant closings, the removal of high paying, industrial and manufacturing jobs to rural Americ a and Third World countries have removed a number of African-American males from the urban employment sector. Historically, the rate of unemployment among African-American men has been twice that of White America. On the east coast the unemployment rates are even more disproportionate.Currently in major urban cities like Philadelphia, Baltimore, and New York, 35-55% of African-American males amongst the ages of 18 and 35 are unemployed (National Urban League, 2005). According to Dubowitz (1999), Currently 24.4% of African-Americans live in poverty as compared to only 8.2% of Whites and 22.5% of Hispanics.(p.55) There have been other studies that reveal males are more likely to remove themselves from their family when they are unable to provide financial support (Livingston & McAdoo, 1993).For African-American Families, and African-American male children in particular, high rates of male unemployment can create a context of fatherlessness, sparinginstability, poverty, hopelessness characterized of manifested in children by low expectations, increased rates of high school drop out, and high rates of delinquency, which eventually assist in maintaining the context of persistent poverty (McAdoo, 1993). Unemployment can create multiple mental and psychological problems for African American male studentsDrugs in the African American fellowshipThere is an increased concerned about drugs in the African American community. In the African American community, children endure the most pain when fathers or brothers are missing because they are in jail. According to Newman (2005), One reason why many fathers cant be with their families is because of this earths misguided contend on drugs. Of the 2 million people behind bars in America, more than 450,000 are there for drug offenses. While drug abuse doesnt discriminate, our drug policies do. (pg12), Another statistic indicate that African Americans are more likely to go to jail for drug offences. According to Newman (200 5,), Despite roughly equal drug use surrounded by African-Americans and Whites, African-Americans are 13 times more likely to go to jail for drugs than Whites. In New York, 93% of the people in jail under the Rockefeller drug laws are African-American and Latino. Offering people treatment and help instead of incarceration for their drug addictions would not only save this country much-needed resources, it would help keep thousands of fathers with their families.(pg12)There is another puzzling situation in the low-income African American community related to drugs. There are higher gamble factors that create an environment more conducive to drug abuse and incarceration. According to Schensul (2005, p.39), The drug use of low-income African American emerging adults is more troublesome because those prophylactic factors associated with the role changes that mark emerging adulthood in middle class white youths and many youths of color are not necessarily available to poor young peopl e. These statistics reflect a correlation between income, drugs, and possible incarceration. Schensul (2005) noted that urban low-income youths experience many of the same developmental transitions as their middle-class counterparts. roughly of the factors that promote drug use include increased residential instability, expanded and diversified social networks, exposure to high risk settings, and negativesocial influences that support and promote the use of drugs and alcohol. However, urban students are subject to inadequate primary and secondary school education, family stressors stemming from the vagaries of impoverishment and government social policies, limited local professional role models, and few job opportunities that guarantee salaries and benefits above the poverty level. Material goods can also play a key role in the lifestyle of young African American males.According to McCord, J. (1990,), Sometimes there are families struggle that are related to school life (fashionabl e clothing and social life) but may not be able to do so for emerging adults whose financial needs are increasing. Selling marijuana is an option for intermittent income supplementation, and many youths have friends or relatives who are in a position to supply them with small amounts from time to time. Once involved in drug selling networks, youths can move to selling additional drugs if they believe it is reasonable to accept the associated risks. This means that students are willing to take unnecessary risk.(pg 35).Crime and Violence in the African American CommunityIn the African American community there is a mistrust of law enforcement. According to McCord, (1990), Unlike suburban White youths, however, African American and Latino youths are targets for street violence, arrest, and police harassment and abuse. Once imprisoned, or on parole as adults, their institutional record may prohibit voting and render them ineligible for employment opportunities. Imprisonment may introduc e them to gang members or prospective customers. (p. 44) Studies also revealed that certain minority youth are at greater risk for violent behaviors. According to Fitzpatrick and LaGory (2000,), Specifically, African-American adolescents are more likely than White, Hispanic, or Asian youth to instigate physical fighting and weapon-related violence and to suffer both fatal and nonfatal injuries from physical assaults. Not only are minority youth at greater risk for using by aggressive peers, they are more likely to perpetrate violence.(p. 21) African Americans are at higher risk to have more fatal injuries than Whites.This results in higher homicide rates. Many prominent African Americans have shown concern about young African American students. The most notable of the critics, BillCosby, has been vocal regarding the number of African-American men who are incarcerated and the growing number of poor African-American children who are being raised by irresponsible parents. Cosby publi cly chastised many in the African-American community for not doing enough to deal with critical problems and issues, such as illiteracy, poverty, crime and violence, which remain challenges in the African American community.Cosby told a jammed crowd gathered at a 50th anniversary celebration commemorating the Brown v. Board of Education decision the ladies and gentleman of the lower economic people are not holding up their end in this deal. These people are not parenting. They are buying things for kids $500 sneakers for what? And yet they wint spend $200 for Hooked on Phonics (Watson, 2004, p. 10), Even though Cosbys statements were harsh, they created a debate, which stirred conversation in the African American community.incarcerationAccording to Kunjufu (2001, p. 15 ), over the past twenty years there has been a decline in violent crime in the United States. besides in the African American community there has been an opposite trend. There are several factors that cause these trends, including poverty, family structure, high unemployment rates, crime, drugs and education. Kunjufu also reported that African-American males in juvenile detention centers and prison have increased in recent years. Each year, thousands of young boys are placed in detention centers and adult facilities. Although African American males comprise only about 6% of the population of the, they represent over 50% of the penal population (Kunjufu, 2001). There are several other statistics that prove alarming to the African American community and the rest of the citizens in the United States. According, to Kunjufu Currently one in three Africans American males between the ages of 20-29 is either in jail or on probation.The overwhelming majority of these men have been arrested and detained due to drug convictions. (p. 26), Another statistic is that there are major inequities when it comes to sentencing of African American males. According to Livingston and Nahimana, inequities in sentenc ing have lead to hugeer jail and prison terms for these young men at the most malleable period in their development. The return into the drug trade and the life of crime becomes a viable choice for many of these young men, accounting for the high rates of recidivism foryoung African American males (p.11). This is alarming because of high unemployment and limited education as well as the fact that prior conviction can lead to long term prison. The incarceration of African American males has had a dynamic effect on the community.According to Arias (2007), The overwhelmingly high rate of incarceration among African-American men in America is striking a blow not only to the health and well-being of those men but also to their families and communities. (p.20) This study reported that 12% of young African American males between the ages of 20-39 have been taken out of the household. This places a tremendous strain on African American women to take palm of the household. Another staggeri ng statistic is that only 62 percent of African American males graduate from high school. According to National Urban League Panel (2005, p.1), On average, only 62 percent of African-American males graduate from high school with their original class. African-American males make up only 6 percent of the United States population, but 40 percent of the prison population. Forty percent of those African-American inmates are between the ages of 17 and 26. (National Urban League Panel,).The age group between 17 and 26 is the age group that will likely attend college. If these current trends continue, there will be a tremendous increase in the number of African American males incarcerated. According to Pluviose (2006,)by 2020, if current trends hold, that figure will rise to more than 65 percent for African-American men between the ages of 20 and 29. (p. 22), These figures illustrate a tremendous need for employment and educational programs. The prison rate of African American males has had substantial economic impact on the African-American community. According to Holmes and Hughes (2003, p. 44), incarceration rates in the United States, prison and jail inmates at midyear in 2002, reported that 12.9% of African-American males between the ages of 25 and 29 were incarcerated.Segregated SchoolsWhat would Horace Mann think about the state of education today? Horace Mann was the father of the American school system. According to Hubbard (2005), Horace Mann believed that the common schools should be available to everyone. He valued them to be available to people that were rich, poor, and of different backgrounds.As mentioned earlier Brown vs. the Board of Education was a landmark decision of the United States Supreme Court which outlawed racial segregation within public education facilities. In Brown II, the Supreme Court delegated the task of carrying out the desegregation to district courts with orders that desegregation occur with all deliberate speed (The United State s, 1954). The current challenge that urban education face is called the No Child Left Behind Act. According to The United States Department of Education (2007) No Child Left Behind Act of 2001 (Public Law 107-110), commonly known as NCLB, is a United States federal official law that was passed in the House of Representatives on May 23, 2001.This law was signed on January 8, 2002, and reauthorized a number of federal programs aiming to improve the performance of United States primary and secondary schools by increasing the standards of accountability for states, school districts and schools, as well as providing parents more flexibility in choosing which schools their children would attend. Additionally, NCLB promotes an increased focus on reading and re-authorizes the Elementary and Secondary Education Act of 1965 (NCLB, 2007). One of the many challenges with No Child Left Behind is that the goals are commendable, but the expectations are unreasonable because of the deterioration o f the urban schools school district.The next challenge in urban education the education of African American males. According to Misani (2007,) nationally between one-half and two-thirds of African male students drop out of school. In addition, the research disclosed a 65 percent dropout rate in Chicago, with only 35 percent of African-American male students graduating from high school. In New York, the dropout rate is 74 percent, with merely 26 percent of African-American male students graduating. p. 34) This is a tragic situation in urban schools when nearly seventy five percent of the African American male students are not graduating. According to Smith (2005, p. 27), the drop out rates for African American males in metropolitan areas is well over 50 percent.Another trend is that some African American males believe that it is easier to drop out than to complete high school Bowye (2007, p.3) stated, It ismost disturbing that dropping out of high school is more common than graduatin g from high school for children of color. Focusing on another disconcerting trend within the community for African-American young men, Dr. Hodge pointed out Going to jail is becoming the common experience for children of color (Misani, 2007, p.35). If African American children continue to think this way, many are headed for prison and the crime rate will steadily increase in these areas.There is also a problem when it comes to the placement of African American males in education. There are disproportionate numbers of African American males placed in special education and suspended from school. According to Rodney and Crafter (1999, p.185), Nationally African American males score lower than any other groups on standardized test and are three times more likely than their Caucasian American counterparts to be misplaced in special education or classes for slow learners. When situations like this continue to occur students feel neglected and are more likely to drop out of school. Many Af rican American students think that the American educational system is unfair.According to Misani (2007, p. 34), African-American boys are disproportionately and inappropriately assigned to special education classes, expelled and suspended from school, and underrepresented in college preparatory classes. Consequently the study concluded Many of those who graduate are not prepared for college or further educational training. (Misani, 2007 p.34) African American males represent 8.6 % of the nations public students in 2000-2001, but in some districts, they make up as much as 41 percent of the special education population (Smith, 2005).

Cadbury channels Essay

1. Cl atomic number 18mont Tasmania At this site Cadbury manufacture boxed chocolate assortments, moulded chocolate blocks, chocolate confectionery bars and food drinks for the retail and industrial markets.2. Ringwood Victoria At this site Cadbury manufacture confectionery bars and bar pieces, filled and hollow chocolate novelty units for children and the Easter and Christmas events as well as a range of industrial chocolates and compounded chocolate.3. Scoresby Victoria At this site Cadbury manufacture a range of sugar and caramel based confectionery and licor applesauce product for both the retail great deal and industrial customer. The Cadbury brand has also been licensed to other(a) selected food manufacturing businesss who produce and distribute their range of Cadbury products, notably ice cream. These licencees are responsible for their own Covenant Action Plans. Cadbury does not sell their goods directly to the final user between themstands a set of intermediaries performin g a variety of functions Service establishments in particular supermarkets, convenience stores, delis, petrol stations etc are highly involved marketing and distribution channels as this is where the target market exists. With these establishments, Cadbury products are made widely use able and accessible to the main target markets Marketing channel performs the work of moving goods of producers to consumers (see figure) A manufacturer selling a physical product and services might require three channels sales, delivery and service Cadbury use Sales Managers and Reps as sales channels, telephone, email and face to face as delivery channels and again Reps and Merchandisers for the setting up and display of products and promotions as service channels (with regards to the supermarkets) Wholesalers are a vital part of the supply chain for independent outlets and eventu all(prenominal)y the consumer. Cadbury uses intensive distribution method, as it attempts to place its products in as ma ny establishments as possible.Factors that make for the design and management of marketing channels Consumers are motivated by the presence of brands, they expect to see them and want to buy them Cadbury products are primarily available in supermarkets and convenience stores and display remains one of the key areas for development not only within these to channels, but also independent retail confectionary requires a great deal of consideration when optimisingdisplays so Cadbury has created the Go Another Cadbury bespoke display solution to address merchandising opportunities in the impulse trade channel. Cadbury studies, in recent years, show that the confectionery industry has shown the effects of an increasing move by consumers towards convenience shopping Convenience shopping is being able to convert customer footfall into purchases. This can be achieved by ensuring confectionery is placed in high traffic flow locations, combined with displaying with other products, much(pre nominal) as newspapers and magazines in addition to hot-spots at the till point Displays which have impact supported by effective point of sale and clear signage all influence impulse buys Within the convenience channel, forecourts play an important role and Cadbury confectionery continues to be a valuable category With the advent now of Cadbury vending, inception is now at the forefront of its business drive and is directly working with machine manufacturers to create new vending options The development of multi-channel machines has provided vending operators (pubs, TABs, Universities etc) to lot advantage of the growing need for snacking solutions The latest Cadbury automates machines can sell confectionery, salty snack and chilled drinks, making them ideal for almost every foodservice environmentChannel deviation and how it can be resolved Cadbury could be affected by vertical channel difference of opinion and horizontal channel conflict Vertical channel conflict arises when a disagreement occurs between different levels within the same channel. For example, this could arise if Cadbury came into conflict with its retailers, who agree to sell just Cadbury products, but in fact are also selling rival competitors products Horizontal channel conflict involves conflict between members at the same level within the channel. For instance, this may occur when break away petrol stations sell Cadbury products at different price, benefiting one above the other Channel conflict can be constructive but as well much is dysfunctional The challenge is not to eliminate conflict but manage it The adoption of superordinate goals (come to an agreement), exchange persons between to more channel levels (appreciate others point of view), or co-optation (win support of the leader of another organisation) are ways of effective conflict managementWhat role the Internet can play in helping to fulfil marketing channel requirements Cadbury uses direct marketing channels as well as one-level channels and two-level channels Their positive website informs buyers about all of Cadburys products and services including randomness about products, recipes, health and nutrition, sponsorship, fundraising etc. It can also provide a way for retailers and Cadbury to communicate with for each one other through email about future orders, upcoming promotions and any other relevant information Cadbury uses the internet as a service and information channel, which allows it to describe the products in detail with the use of visual aids andcreating an effective communication channel in reaching its customersWhat role does relationship marketing picture in the Cadburys channel management Company-client relationships is imperative with respect to product range, store locations of products and display space Via the internet website, customers loyal to Cadbury can register and enrol in games, downloads, design your own product, interact with Freddo, Caramello and yowie (targeted more for children), lodge customer complaints and also express interest for employment. Through newsletters, public relations and sponsorship, which go along way in satisfying customers, Cadbury can continue to inform customers about their products together with upholding their tradition of making quality products

Analysis of Albert Ellis’s Life Experiences and Psychological Philosophies Essay

At the age of 12 his pargonnts divorced (DiGiuseppe 1989, Ellis 1992, , Sheehy 1997). These two life-altering events were, in part, what led him to begin focusing his mind on understanding people (DiGiuseppe 1989, Ellis 1992, , Sheehy 1997). In junior high Albert Ellis dreamed of becoming a great novelist (DiGiuseppe 1989, Ellis 1992, , Sheehy 1997) just now by the time he reached college age, he dogged it might be more practical to become an accountant instead. However, he planned to retire by the age of 30 so that he could then take up writing at his suffer leisure (DiGiuseppe 1989, Ellis 1992, , Sheehy 1997).Due in part to the Great Depression, his goals changed but he did go on to alum college in 1934 with a degree in business (DiGiuseppe 1989, Ellis 1992, , Sheehy 1997). After graduation he and his br other became entrepreneurs and started their own business. They sold pants purchased from the garment district (DiGiuseppe 1989, Ellis 1992, , Sheehy 1997). In 1938 a gift and novelty firm employed him as their personal manager.Some of his controversial articles included The Influence of Heterosexual Cultures on the Attitudes of Homosexuals (1951) and Prostitution Re-assessed (1951) two of these articles were written for the International Journal of Sexology (DiGiuseppe 1989, Ellis 1992, , Ellis 2004). Albert Ellis writings were groundbreaking material that opened the door to the sexual revolution of the 1960s and the spanking and lesbian rights movement in the 1970s (Ellis 1992). These writings were controversial at that time and may have stigmatized or put a electro cast out label on Albert Ellis.However, these writings as well as references from his friends was how he formed his thickening base (DiGiuseppe 1989, Ellis 1992, , Ellis 2004). Most of Albert Ellis early customers were one-on-ones and couples suffering from sex, love and marital problems (DiGiuseppe 1989, Ellis 1992, , Ellis 2004). Albert Ellis also grew his private practice through a nd through publicity from his talks, workshops, radio, and television presentations which led to referrals from a number of psychologists with whom he had no personal relationship with (Ellis 1997).Besides maintaining a full-time private practice, Albert Ellis also order the time to become the first Chairman of the first Committee on Private Practice of the Division of Clinical Psychology of the American Psychological connection (Ellis 1997). During that time he conducted a study of the members of the American Psychological Association (Ellis 1997). This study showed that only 56% of the American Psychological Association members were engaged in some kind of paid private practice, and only 30% devoted 20 or more hours a week (Ellis 1997).Only a a couple of(prenominal) somebodys including Albert Ellis were in full-time private practices (Ellis 1997). Albert Ellis also worked with Reverend Ilsley Boone on a New York District Federal Court to legall(a)y sell nudist magazines (Ellis 1997)_. _ They unconnected the New York District Federal court case and immediately start working on a brief for the United States Supreme Court and alternately reversed and New York district Federal Court decision (Ellis 1997). This was a major victory for nudists across the country (Ellis 1997). Albert Ellis quickly became an Idol for m whatsoever American nudists (Ellis 1997).Philosophical and Psychological Beliefs Albert Ellis experimented with various forms of psychotherapy encumbering therapies that he believed work better than others and disregarded everything else. Albert Ellis began building his own therapeutic process and started questioning conventional Freudian psychoanalysis. In 1953 Albert Ellis started calling himself a psychotherapist instead of the traditional psychoanalyst label (DiGiuseppe 1989 , Ellis 1997, 2004). Albert Ellis thought that this change of title would separate him from the classical psychoanalytic practices (DiGiuseppe 1989 , Ellis 1997, 2004). Albert Ellis had a passion for reading early philosophy e. g. Epictetus and Spinoza (DiGiuseppe 1989 , Ellis 1992). Albert Ellis also read famous works from the transmiting psychologist of his time e. g. Alfred Adler and Karen Horney (DiGiuseppe 1989 , Ellis 1997, 2004). His study of philosophy and psychology also led him to become interested in understanding the philosophy of happiness. Albert Ellis came to the conclusion that if an individuals basic needs were met, the individual would be happy. He found that basic needs were only part of the equation for personal happiness.Albert Ellis then foc employ on cast out thoughts. Albert Ellis thought that if people had a discerning philosophy of life they would rarely be ablazely disturbed (DiGiuseppe 1989 , Ellis 1997, 2004). Albert Ellis formulated a theory that psychological issues and emotional issues of the individual were causing the oppose thoughts or what Albert Ellis called unreasoning beliefs (Ellis 1997, 2004). Rationa l Emotive Behavioral Therapy Basics Rational Emotive Behavioral Therapy (REBT) is a therapy in which individuals change their perceived believes about perceived negative events.Albert Ellis acquired several disabilities such as diabetes, tired eyes, deficient hearing, as well as other physical handicaps (Ellis 1997). Albert Ellis used Rational Emotive Behavioral Therapy (REBT) to spank his negative perceptions of his disabilities. If you really accept it, and come apart whining about it, you can turn some of its lemons into quite tasty lemonade (Ellis 1997). Albert Ellis used demythologised emotive behavioral therapy (REBT), on himself, in 1943 soon after he became a practicing psychologist (Ellis 1997, 2004).Rational Emotive Behavioral Therapy (REBT) is an important and useful therapy still used today. First, an individual must be aware of their monstrous thoughts or explain to the individual that the focus they perceive an event is ill-considered. Then, the individual must replace the irrational thought with rational thought. eventually the individual believes in mat self acceptance (USA) (Ellis 1997, 2004). Unconditional self acceptance (USA) is when an individual learns to accept and love their self for who they are rather than what they do.The unconditional self acceptance (USA) is reached when the low frustration tolerance (LFT) is raised and ultimately achieves high frustration tolerance (HFT) (Ellis 1997, 2004). The alphabets of REBT Albert Ellis believed emotional problems that an individual suffers from are the link to a set of irrational beliefs held about themselves, others, and the world they live in. These rational beliefs perpetuate negative self talk in the individuals consciousness. The negative self talk puts emphasis on shoulds, oughts, and musts of irrational persuasion.Rational emotive behavioral therapy attempts to replace these irrational beliefs with new rational thoughts. The process of lot the invitee change their irration al believes is a two step process. The first step is setting up or choosing for themselves certain happiness producing values, purposes, goals, or ideals and effective, flexible, scientific, logico-empirical sic slip sort to achieve these values and goals and upload boarding contradictory or self defeating result (Ellis 1997, 2004). Rational beliefs or irrational beliefs shape who we are how we act.Albert Ellis created an first rudiment sit around to help both the client and the therapist engage and treat unrealistic, immature, and absolutist styluss of mentation into realistic, mature, logical, and a realistic approach to thinking (DiGiuseppe 1989 , Ellis 2004). The A in the ABC stumper refers to the activating an event. Activating events are events that trigger or cause our beliefs and perception. The Activating event could be a real patch that the individual had experience are could be inferred event were individual their own meeting contrary to what the situation was (DiG iuseppe 1989, Ellis 2004).In Either case the activating event is negative stimuli cause by an event or situation triggers any irrational belief (Ellis 2004). The B in the ABC model is beliefs that shape an individual emotions and behaviors (DiGiuseppe 1989 , Ellis 2004). In other word, an individual who experiences an activating event then forms a belief based upon that activating event affecting their decision-making about their consequences and/or reaction to other stimuli (Ellis 2004). These Beliefs can either be youre rational or rational (Ellis 2004).The C in the ABC model stands for the consequences of the irrational beliefs (DiGiuseppe 1989 , Ellis 2004). There are emotional and behavioral consequences, either positive or negative, to a set of beliefs about the activating event (DiGiuseppe 1989 , Ellis 2004). Individuals that suffer from irrational beliefs about a given situation will likely suffer from unhealthy negative emotions (DiGiuseppe 1989 , Ellis 2004). Unhealthy neg ative emotions are extreme emotions that can manifest themselves in a variety of forms e. g. guilt, anxiety, andor embossment (Ellis 2004).The extreme negative feelings are so intense that the individual afflict with these emotions often can non function prevalently (DiGiuseppe 1989 , Ellis 2004). Albert Ellis does not believe that one should live a life free of negative emotions (Ellis 2004). Albert Ellis believed that healthy negative emotions were emotions that were relatively low in intensity (Ellis 2004). Albert Ellis believed that the healthy negative emotions experienced in a mentally healthy individual can modify behavior for the betterment of the individuals life (DiGiuseppe 1989, Ellis 2004).Albert Ellis later added the (D), (E), and (F) to his ABCs ofRational Emotive Behavioral Therapy (Ellis 2004). The D is disputing the irrational beliefs that the individual possesses about the activating event (Ellis 2004). The E or effect the person feels is only achieved when the individual or client successfully disputes the irrational belief and replaces the irrational belief with a rational belief (Ellis 2004). This will ultimately lead to a new effect in the persons behavior. The effect will then lead the individual to a healthier and happier way of feeling F (Ellis 2004).The application of the rational emotive behavioral therapys ABC model allows people to estimate how their reactions to events are formed (Ellis 2004). formerly an individual visualizes how irrational beliefs are formed and changes their behavior negatively therapy will, more than likely, be successful. The 4 steps of applying the ABC model Rational emotive behavioral therapy is an approach that makes the client participates in an active role in the therapy process. There are four steps in applying the ABC model.As the client Progresses through the four steps will work through an individuals irrational beliefs and use certain skills to combat any irrational beliefs that may arise after private counseling has ended (Ellis 2004). Step one is to reveal the individuals or clients irrational beliefs in their current mode of thinking (Ellis 2004). In many cases the individuals of clients have had these irrational beliefs for so long that they cannot distinguish their irrational beliefs from normal rational beliefs (Ellis 2004).Also when the individual or the client has family and friends reinforcing their irrational beliefs, even though the irrational beliefs may not fall into societal norms, only reinforces the idea that their irrational beliefs are rational or normal (Ellis 2004). The first step, basically, outlines the treatment plan and formulates a plan of action to dispute the irrational beliefs. Clients must be aware of their irrational and rational beliefs and distinguish the differences in the midst of the two different beliefs.In step two the client or individual expands their understanding of what is irrational and what is rational (Ellis 2004). This step i s similar to step one, but step two the therapy is more in-depth and intense. In step two the client or individual must be made aware of their irrational beliefs and how the individuals irrational beliefs are perpetuating their own turmoil (Ellis 2004). If the client or individual continues to think unreasonable or irrational, they will repeat their irrational behavior and have proceed unpleasant feeling that interrupt their normal way of life (Ellis 2004).In showing the individual or client the pattern of their irrational beliefs and the consequences their irrational beliefs cut down on them is detrimental to the success of their treatment (Ellis 2004). Only when the client can distinguish the difference between rational beliefs and irrational beliefs, can realize that the negative problems they are having are in direct correlation with their irrational beliefs, and can see the pattern they follow when irrational beliefs are present (Ellis 2004). Step third begins once the previ ous objectives have been met.In step three the individual or client will learn how to stop illogical or irrational beliefs and change the irrational and negative pattern into a new logical and rational mode of thinking and behaving (Ellis 2004). This is achieved when the individual ceases the negative self talk and stop the irrational beliefs from affecting their mode of thinking (Ellis 2004). Many individuals have their irrational beliefs so embedded in their mode of behaving and their mode thinking that the individual may not even be aware that their irrational beliefs are irrational (Ellis 2004).The client with help from their therapist will attempt to identify the irrational beliefs from the rational beliefs (Ellis 2004). In the fourth and final step the client has identified their irrational beliefs (Ellis 2004). The client along with the help of the therapist, work to modify the clients negative way of thinking and identify and change the clients irrational beliefs into ration al modes of thinking (Ellis 2004). The therapist works with the client until a new set of rational beliefs are fashioned (Ellis 2004).Once the irrational belief system is replaced by a more rational and logical belief system the client will notice negative feelings and negative behaviors change into a more positive feelings and positive behaviors (Ellis 2004). The rational emotive behavioral theapry techniques used by the therapist to dispute irrational beliefs can qualify from client to client depending on the type of the client and modes of irrational thinking REBT Techniques Rational Emotive Behavioral Therapy is a multimodal form of therapy (Ellis 2004).Some of the different techniques used in Rational Emotive Behavioral Therapy include Disputing the clients irrational beliefs, changing the language of the client, and emotive techniques like role playing and rational emotive inventory (Ellis 2004). These different techniques can be used to modify several types or irrational be haviors caused by irrational beliefs e. g. anxiety, depression, anger, and addictions (Ellis 2004). These techniques show the client how to refute their irrational beliefs in a precise and rapid method.Disputing the clients irrational beliefs technique is a technique that makes the client challenge their beliefs and modes of thinking (Ellis 2004). In this technique the therapist presents a series of questions such as Why do you assume this? or Why must it be this way? When the client answers these questions the client start to realize that the way they are thinking is irrational (Ellis 2004). The language of the client technique disputes the shoulds and the oughts in the clients way of thinking (Ellis 2004). In most cases the language used by the client forms their irrational way of thinking (Ellis 2004).By changing the shoulds and the oughts into wishes, wants, and desires may change the clients irrational beliefs (Ellis 2004). Example of Self-Application of REBT The techniques out lined by Albert Ellis shows how simplistic but meaningful Rational Emotive Behavioral Therapy (REBT) can be (Ellis 2004). Take for model when Albert Ellis gets impatient or angry about his various limitations (Ellis 2004). Albert Ellis says to himself Too damn bad I really do not like taking all this time and effort to deal with my impairments and wish to hell that I didnt have to do so. But alas, I do.It is hard doing so many things to keep myself in a relatively healthy condition, but it is much harder in the long run and much more painful and deadly, if I do not keep doing this. There is no reason whatsoever why I absolutely must have it easier than I do. Yes it is unfair for me to be more afflicted than many other people are. But, damn it, I should be just as afflicted as I am Unfairness should exist in the worldto me, and to whomever else it does existbecause it does exist Too bad that it doesbut it does sic Albert Ellis lived a full and rich life filled with controversy and an outspoken attitude.Albert Ellis fought for gay and lesbian rights and the right to send uncensored or obscene mail through the Federal mail system. Albert Ellis was also one of the first individuals start their own private practice as a psychologist.

Managing High Growth Brand-Starbucks

Submitted To Mahbub Hossain Course instigator and product management the Statesn Inter res publicaal University Bangladesh (AIUB) Submitted By Khan Samara Salsabeel 07-09162-2 . Mr. Mahbub Hossain Course Instructor cross out and Product Management, sec-A give in STARBUCKS CORPORATION Managing luxuriously growth tell on. Dear Sir, We argon grateful to you for giving us the chance to work on this case study.We would besides like to pronounce gratitude to you for your gracious cooperation and valuable guidance for preparing the report. Sincerely, Khan Samara Salsabeel (07-09162-2) Sadia Rezwana (07-09013-2) Kazi Masum (08-09933-1) Mohammad Abdul Kader (08-11783-2) In 1971, Seattle entrepreneurs Jerry Baldwin, Gordon Bowker and Zev Siegl firstborn opened Starbucks in Pike Place Market. At that time, Countrys study chocolate tree grasss were engaged in price war, therefore they were forced to use cheaper bean plants in their blends to reduce costs.As a result there was a decline in coffee consumption. To harness the potential of the gourmet coffee trend in the Seattle area, the founders of Starbucks experimented with the new concept of a transshipment center dedicated to selling only the finest coffee beans and coffee create from raw stuff machines. This emphasis on calibre whole-bean coffee retail was fairly unique. Starbucks placed lineament as its top priority. The Starbucks management dedicated a great deal of their time and financial resources to establishing healthful relationships with coffee growers from around the world.In 1982, Howard Schultz, current CEO of Starbucks recognized that the conservative business plans of early Starbucks management hindered the fraternity from reaching separate potential coffee lovers. Hence he transformed Starbucks from a coffee retailer into a cafe business. He had a visual sensation of expanding the scope and reach of the Starbucks speck. In addition to selling only best of level coffee, Starbucks w orked to fill its bloodlines with only the highest timbre of everything, from coffee making equipment to the fixtures and furnishings to the music and artwork.Each Starbucks store is carefully designed to enhance the calibre of everything the customer see, touch, hear, smell or taste. The stores are designed in such a manner that it gives a warm, inviting surround essential for giving Starbucks a pleasurable coffee centered experience. The keys for success for Starbucks in building the brand are 1. Starbucks was the first to introduce Coffee nominate with premium coffee to American market. 2. Consistent premium coffee. 3. It placed quality as its top priority. 4. Starbucks established strong relationships with coffee growers from around the world. . Formation of high-octane management team with highly innovative and creative employees. 6. Profitable partnerships and reefer ventures with some of the nations strongest corporations such as Host Marriott, United Airlines, Pepsi Co, Dryers and others. brand name values of Starbucks 1. Top priority is the quality of its products 2. Premium coffee experience 3. value simplicity over technology 4. Investing in innovation 5. Employees as partners and viewed as the intimately important assets of the corporation. The sources of equity of Starbucks are Brand awareness and brand image.Brand awareness and image are collectively known as brand experience. Brand awareness has been established through word-of mouth, partnership and selective and fruitful location of Starbucks outlets. Brand image is established through 1. premium coffee beans 2. create from raw stuff techniques 3. store designs, artwork and music 4. Consistently nigh customer service 5. Classy, romantic atmosphere with un labeld store design that meets five senses. Pivotal to Starbucks high growth strategy was the carefully planned expansion of its specialty coffee stores to new markets throughout North America and eventu each(prenominal)y worldwide. Hence geographic market expansion, joint ventures and partnerships are some of the strategies the corporation followed to grow the brand. However these strategies had both merits and demerits for Starbucks which deplete been discussed later in the report. There are several things which are needed for a corporation to become a world class spherical brand which are likewise discussed in the report. For Starbucks to become a world class global brand, it moldiness get the best some major hurdles. In addition to hurdles, Starbucks has many challenges which they need to meet in terms of American market. All these are discussed in detail in the report. SI DESCRIPTION PAGE 01 Objective Of The Report 07 02 Methodology of The Report 08 03 Limitation Of The Report 09 04 Starbucks Corporation At A peek 11 05 Success Keys For Starbucks In Building Brand 12-13 06 Starbucks Brand Values 14 07 Sources Of Equity For Starbucks 15 08 Evaluation Of Starbucks Growth Strategy 16-18 0 9 Starbucks Challenges In neat A World Class Brand. 19 10 Recommendation 20 11 Conclusion 21 12 Reference/Bibliography 22 1. It reflects a draft description of the corporation. 2. To know the following Success keys for Starbucks Starbucks brand values Starbucks sources of equity Starbucks growth strategies Starbucks hurdles and challenges in seemly a world-class brand. We put one over serene almost all data from the case study. Moreover, we have collected data from Annual Report published by the corporation. Reference books, study materials and the internet were in like manner of great aid for the preparation of the report.The first and foremost limitation was the time constraints. Gathering information on various aspects of the corporation was quite difficult. This is the reason we could non go to the in depth analysis within the limited time frame. In less than a decade, Starbucks was transformed from a neophyte whole bean coffee retail chain into a globally reco gnized brand. In 2002, Starbucks was comprised of more than 5400 stores located throughout North America, Latin America, the Pacific Rim, Europe and the warmness East. Growth of the corporations coffee retail business continued at a steady pace of one store opening a day on average, and annual revenue for 2001 topped $2. 7 billion.Moreover, joint ventures with some of the nations strongest corporations including Pepsi, Kraft, Dryers and Capitol Records, allowed Starbucks to launch a mercenary consumer product division to complement its cafe business. Licensing partnerships with other companies such as United Airlines, ITT Sheraton and Host Marriott further added to the growth of the Starbucks brand. Indeed, Starbucks rose to become one of the most impressive high growth brands in the 1990s. Despite this strange growth, some questioned whether Starbucks began to lose focus as the company strove to constantly reinvent itself. Critics wondered if perhaps the brand grew too quickly r apidly to remain focused on its pump values and business objectives.In less than a decade Starbucks was transformed from a fledgling whole bean coffee retail chain into a globally recognized brand. By 2002 Starbucks was comprised of more that 5400 stores located throughout North America, Latin America the Pacific Rim, Europe and the Middle East. There were some success keys which accelerated the growth of the company, some of which are given below 1. The company had a strong and dynamic management team. The creative and highly innovative team monitored the problems of the customer and the employees. They also found out issuanceive solutions to the problems the company encountered at different stages of its operation.In other words, the key to the companys success and widespread appeal among loyal customers had al expressions been the employees, whose knowledge and dedication attracted customers to continue returning to the store. 2. joint ventures with some of the nations stronges t corporations including Pepsi, Kraft, Dryers and Capitol Records, allowed Starbucks to launch a lucrative consumer product division to complement its cafe business . 3. Licensing partnerships with some other companies such as united airlines ITT Sheraton and host Marriott further added to the growth of the brand. 4. Use of improved and new technology was another key to the success of the brand. This make it easier for the company to maintain the quality of the products.Innovations such as the FlavorLock bags prevented harmful air and moisture from seeping into the coffee thereby preserving the quality and frugality the company from much more significant costs. 5. Starbucks was the first to introduce Coffee house with premium coffee to American market. 6. It placed quality as its top priority. To distinguish their coffee from the bland and tasteless store brands, Starbucks only purchased Arabica beans from a carefully selected network of suppliers across the land, from places like Sumatra, Kenya, Ethiopia and Costa Rica. Arabica beans were selected because the beans chemistry is such that it can withstand high cook temperatures, resulting in richer flavor. 7. Starbucks established strong relationships with coffee growers from around the world.Starbucks sought vendors who sold products that would protect and even enhance the arabicas flavor. This required the formation of partnerships across the globe with coffee brewing equipment suppliers who provided products that captured the essence of the coffee brewing tradition. The brand values of the company are given below 1. The company placed quality at its top priority they emphasized on quality and never compromised with it. The Starbucks founders realized that if they wanted to enhance Seattles appreciation for fine coffee, they had to provide the best ingredients and brewing equipment to ensure that customers had the most enjoyable coffee experiences possible. 2.Employees are viewed as the most important ass ets and partners of the corporation. They were adequately educated and trained to provide the best customer service. The knowledge and dedication of the employees attracted customers to continue returning to the stores. The employees played a vital role. This is because word-of-mouth publicity can only be achieved if the company continues to recruit and retain dexterous individuals who can lead the company to new markets and communicate Starbucks strong values to the communities who knew little about the brand. 3. Another brand value for Starbucks was investing in innovation. It do easier for the company to maintain the quality of the products.Innovations such as the Flavor Lock bags prevented harmful air and moisture from seeping into the coffee thereby preserving the quality and saving the company from much more significant costs. The source of equity for Starbucks is Brand knowledge. Brand knowledge is the key to create brand equity because it creates differential effect that d rives brand equity. Brand knowledge has two components Brand awareness Brand image Brand image is the impression in the consumers mind of a brands total personality. Brand awareness is again consists of Brand recognition relates to consumers ability to confirm prior exposure to the brand when given the brand as a cue. Brand recall Relates to consumers ability to retrieve the brand from memory when given the product category.Brand awareness for the company has been established through word-of mouth, new impart partnerships and selective and fruitful location for Starbucks outlets. Brand image is established through premium coffee beans brewing techniques store designs, artwork and music Consistently good customer service Classy, romantic atmosphere with consistent store design that meets five senses. Starbucks growth strategy mainly comprised of Geographical Market Expansion, variegation and Partnerships. Pivotal to Starbucks high-growth strategy was the carefully planned expansion of its specialty coffee stores to new markets throughout North America and eventually worldwide.The first manikin of the Starbucks expansion strategy focused on securing a major foothold in the Pacific Northwest while experimenting in other key markets that were farther away, but had a high potential for rapid growth in cities such as Chicago, Los Angeles, San Francisco, New York and Washington, D. C. Successful expansion throughout Florida, Hawaii and capital of Japan showed that fine coffee could be a hit in warmer climates as well as in the frigidity cities. The Starbucks management team agree of the companys massive expansion program by owning the operation by itself instead of pursuing franchising. This was a smart move because franchising runs the risk of a possibility of ruining the brands image to some extent. Other disadvantages of franchising are Franchisees are self-employed there may be problems in ensuring that they all adhere to the operational methods t hat are designed to achieve uniformity.Failure by an individual franchisee will reflect badly on the whole franchise operation. The franchisee may have different objectives from those of the franchisor. In the long run, they may begin to resent the control exercised by the franchisor. This may cause problems in terms of policing the franchisee Diversification means growing new products for new markets. Some of the reasons why it is advantageous for companies like Starbucks are Diversification promises to be especially profitable To avoid dependence on a single product To expertnessen existing products by synergy To compete on all points with a rival firm To take advantage of byproducts.Although variegation strategy is risky, the company runs the risk of neglecting the existing products and introduces new products to new markets which are a desperate move. Starbucks diversified with new products namely Frappuccino, a popular bottled cold coffee beverage using extracts from S tarbucks famous Arabica beans. Frappuccino put the Starbucks brand into supermarkets for the first time. In November 1999, Starbucks launched Barista Aroma thermal coffeemaker which was positioned as a durable, convenient and consistent way to brew coffee. Two new lines of proprietary products were launched in 1999 chocolates and hot cider. Starbucks also introduced a line of coffee blends, called Milder Dimensions that aimed at capturing demand for lighter roasted coffees. Starbucks purchased Tazo Tea, an operating theater tea retailer, indicated a potential new trend for Starbucks to acquire companies as a means extending product lines. With Tazo Tea, Starbucks hoped to attract new customers who were looking alternatives to coffee. With Starbucks geographical market expansion proceeding at a phenomenal rate and with much success, many companies across the country began to approach Starbucks with partnership proposals. But selecting the misemploy partner company or the wrong p roduct to introduce with a partner could have devastating consequences for the brand. As a result, Starbucks entered into partnerships with companies who maintained the same commitments to quality such as Kraft, Dryers, Pepsi, Host Marriott, and United Airlines.These partnership ar pluckments provided the company with a number of benefits given below Increased brand awareness Broader range of potential customers Exposing to new customers helped the company to cultivate stronger brand image Partnership is a way so that consumers regard Starbucks as a world class brand. Partnership resulted in innovative product development. The Dryers joint venture with Starbucks led to the creation of six popular Starbucks coffee ice skitter flavors that are marketed under the Starbucks name but produced and distributed by Dryers. Sales of these ice creams surpassed others such as Haagen-Dazs and increased to 54% in the year becoming the market leader. By partnering with Kraft, the second lar gest packaged-foods company in North America, Starbucks was able to benefit from Krafts extensive distribution network. The Kraft partnership also left the door open for Starbucks to explore the possibility of marketing food products with the help of Krafts distribution and marketing expertise. Despite of the above benefits the partnerships were providing to Starbucks, they also had problems There was a risk that the partner companies will not maintain the same quality, customer service and commitments because Starbucks was allowing an outside source to brew its coffee. Staffs and bartenders may not be well trained and may not provide adequate information to customers regarding Starbucks. In case, bad tasting coffee was being served to thousands of customers, then the brand would develop a negative connotation. For the above problems, Starbucks were able to solve these problems so that Starbucks brand image would be harmed in the partnerships. The partnering companies were quick t o remedy coffee quality problems by working with Starbucks to install more effective filtering devices in aircraft brewing equipment, and to better educate staffs of the partnering companies on how to protect on how to protect the quality of the coffee. Therefore, since Starbucks could overcome the problems, partnerships have proved to be beneficial.To make Starbucks a world-class global brand the followings are needed Production and distribution (saving costs and coffee quality). market costs ( packaging and promotion ) Power and scope ( credibility, acceptance, social status, high quality, etc ) Consistency in brand image. Sustainability of core competences Uniformity ( controlling and coordination ) The hurdles which Starbucks must overcome are given below Consumer needs and wants in different cultures. People in different countries may have different coffee intoxication behavior and coffee consumption. Consumer response of marketing mix (attitudes and opinions). Legal environment (different labor policies between countries). Administrative procedures. In terms of American market, Starbucks biggest challenges are Biggest threat Dunkin Donuts Increasing of direct competitors Aggressive global marketing strategies Focus on overseas growth and brand development Despite Starbucks remarkable growth, it began to lose focus as the company stove to constantly reinvent itself. The brand was growing too rapidly to remain focused on its core values and business objectives. Starbucks developed non related or other products, such as in November 1999 it launched Barista Aroma Thermal coffeemaker which was positioned as a durable, convenient and consistent way to brew coffee.In case of this coffeemaker the problems were, it was blocking the sightline and the traditional coffee taste was being lost. Hence in this case it can be recommended for semi-automated coffee machines and scheming of proper layout for the coffee machines so that the machines do not b lock the sightlines. It also launched non related products such as custom made CDs and other entertainment products. Although these have the advantages of increased brand awareness, improved brand image and enhanced parent brand, these products have the demerits of losing brand identity, core values and the company may end up with frustrated and confused customers.So it can be recommended to pull out unrelated diversification and focus on being number one in the coffee business. Starbucks meteoric rise from a tiny local retailer to an international coffee powerhouse as one of the great success stories in American business in the last decade. The fact that Starbucks garnered such media and investor attention in the midst of the Information Age without an ounce of tech in its product made this growth all the more remarkable. Incredibly, Starbucks achieved its market leader position largely without aid from advertising campaigns. Instead, the company built the brand by relying on the q uality of their products and services to induce free word-of-mouth advertising from customer to customer.As Starbucks continued to push for new product innovations and business opportunities as a way to differentiate itself from its competitors, the company ran the risk of straying too far from its original focus of spreading its passion for fine coffee. The ballooning size of the corporation suggested that the quality of Starbucks products and services, and the strength of the companys relationships with its most valued people, would need to be closely monitored. A larger, global Starbucks had to find the right balance in pursuing product- driven, people- driven, value- driven and sales- driven objectives. www. starbucks. com www. hoovers. com www. businessweek. com Strategic Brand Management, Keller, 2006 Best Practice Cases in Branding written by K. L. Keller STARBUCKS BRAND & PRODUCT MANAGEMENT Acknowledgement Executive thickset Table of Contents Objective of the Report Meth odology of the Report Limitation of the report Starbucks at a glance STARBUCKSSuccess keys for Starbucks in brand building Brand values of Starbucks SRAR Sources of Equity Growth Strategies Starbucks- A Global Brand Recommendation Conclusion STARBUCKS STARBUCKS pic References STARBUCKSssS STARBUCKS STARBUCKS STARBUCKS STARBUCKS STARBUCKS STARBUCKS STARBUCKS STARBUCKS STARBUCKS STARBUCKS STARBUCKS STARBUCKS STARBUCKS Brand & Product Management