Humans vs. Animals on Life and Death

The Death of the Moth by Virginia Woolf depicted how an existence of a moth could be delicate to such an extent that like people and different creatures do, the moth likewise battled to battle demise. She analyzed how the moth carried on with its life contrasted with people and different creatures too. That regardless of whether the moth appears to be nothing and useless, its protection from death is clear. As it were, the criticalness of death isn't just restricted to individuals. Creatures may not figure like people do, however they are additionally living and offers exertion to make every second count. Creatures may not live like us people, yet like us, they additionally have a reason in living.I accept that every single individual are craftsmen in light of the fact that their lives are innovative creations. The essential materials of each person’s creativity are numerous and differed, for they rely upon each person’s uniqueness. One’s essential materials, be that as it may, not just incorporate the components of life, nit additionally those of death with all its different repercussions, as books, articles, symposia and conversations open people’s setting of death mindfulness, the inquiry must be posed to how much a mindfulness can support individuals make delightful lives. This carries us to this inquiry, is the moth mindful of its forthcoming passing. Life and passing to every single living thing is apparent.How long would it take is obscure. At the point when the body passes on, there is nothing that remaining parts that can endure. This is a conviction that forestalls any answer for existential changes being anticipated to another life. It asks of every person the fortitude to confront life’s issues in the present time and place, the boldness to gracefully vital answers and cures. Joy is one’s own making in no paradise â€Å"above the brilliant blue sky† (to utilize the expressions of an old psalm for youn gsters). Just God knows the response to the issues of blameless torment and that prizes are in paradise for the individuals who tow the partisan division are viewed as an avoidance of confronting life itself.We should at that point, I should state, appreciate and esteem our lives the most joyful as we can make it. As Woolf’s story went on, when she sees the moth is turned on its back, she connects a pencil to turn it over once more, however then she lays the pencil down. This is the acknowledgment that regardless of whether we take a stab at helping others to battle forever, they previously made their own fight against it so we simply need to leave it all things considered. Woolf clearly handled the likeness between the moth’s battles and the human condition in confronting life. We may see it diverse everywhere, except with the little and useless moth’s demise, it was entirely discernible.

Reflection on theory and knowledge in nursing

Reflection on hypothesis and information in nursing The point of this report is take a gander at a basic occurrence that happened practically speaking and relates this to the hypothesis and information with respect to correspondence and relational aptitudes, in order to exhibit a comprehension of my perspectives on the workmanship and study of reflection and the issues encompassing intelligent practice; in other words, what abilities were and were not utilized at the hour of the episode. Privacy will be kept up as required by the Nursing Midwifery Council Code (NMC, 2008).  There is a conversation assessing the idea of reflection both for the most part, and in my specific territory of training of pressing consideration. Reflection is a piece of intelligent practice and is an ability that is created. It very well may be viewed as a method of acclimating to life as a certified medicinal services proficient and improving the advancement of an expert character (Atwal Jones, 2009). Reflection is characterized as a procedure of checking on an encounter which includes depiction, investigation and assessment to improve learning practically speaking (Rolfe et al 2001). This is bolstered by (Fleming, 2006), who portrayed it as a procedure of contemplated thought. It empowers the expert to fundamentally survey self and their way to deal with training. Intelligent practice is pushed in medicinal services as a learning procedure that energizes self-assessment with ensuing expert advancement arranging (Zuzelo, 2009). Intelligent practice has been recognized as one of the key manners by which we can gain from our encounters. Intelligent practice can mean accepting our encounters as an underlying point for our learning and creating practice (Jasper, 2003). Numerous writings have been written in the past that recommend the utilization of intelligent assignments and journaling as devices to improve reflection and thinking abilities in human services (Chapman et al, 2008). Intelligent diaries are a perfect method to be effectively associated with learning (Millinkovic Field, 2005) and can be actualized to permit specialists to record occasions and archive their musings and activities on day by day circumstances, and how this may influence their future practice (Williams Wessel, 2004). MODELS So as to give a system to strategies, practices and procedures for building information from training there are a few models of reflection accessible. All can assist with coordinating individual reflection. Some might be especially helpful for shallow critical thinking, and other better when a more profound intelligent procedure is required. Intelligent models anyway are not intended to be utilized as an unbending arrangement of inquiries to be replied yet to give some structure and support making a record of the movement. Johns (2004) thinks about revealing the information behind the episode and the activities of others present. It is a decent apparatus for deduction, investigating thoughts, explaining sentiments and supports learning. Kolbs Learning Cycle (1984) is a cycle that mirrors a procedure people, groups and associations take care of; and comprehends their encounters and in this manner, changes their conduct. Schã ¶n (1987), in any case, recognizes two kinds of reflection that can be applied in social insurance, Reflection-in real life and Reflection-on-activity. Appearance in real life can likewise be depicted as speculation while doing. Reflection-on-activity includes returning to encounters and further examining them to improve aptitudes and upgrade to future practice. Atkins and Murphys model of reflection (1994) make this thought one stride further and recommend that for reflection to have a genuine effect to rehearse we follow this with a pledge to activity accordingly. Terry Bortons (1970) 3 stem questions: What?, So What? and Now What?â were created by John Driscoll in 1994, 2000 and 2007. Driscoll coordinated the 3 inquiries to the phases of anâ experiential learning cycle, and included trigger inquiries that can be utilized to finish the cycle. Gibbs (1988) intelligent cycle is genuinely direct and supports an away from of the circumstance, examination of sentiments, assessment of the experience, investigation to understand the experience, end where different choices are thought of and reflection upon experience to analyze what you would do if the circumstance emerged once more. Picked MODEL The intelligent model that I have decided to utilize is Gibbs Reflective Cycle (1988) as a structure, since it centers around various parts of an encounter and permits the student to return to the occasion completely. Gibbs (1988) will assist me with exploring the experience further, utilizing an organized system as direction promotion I feel this is a basic model, which is very much organized and simple to use at this beginning period in my course. By thinking about it in this way, I am ready to welcome it and guided to where future advancement work is required. Before the basic occurrence is analyzed it is imperative to take a gander at what a basic episode is and why it is critical to nursing practice. Girot (1997), refered to in Maslin-Prothero, (1997) states that basic occurrences are a methods for investigating a specific circumstance practically speaking and perceiving what has been gained from the circumstance. Benner (1984, refered to by Kacperek, 1997) contends that attendants can't increment or build up their insight to its maximum capacity except if they analyze their own training. Setting of episode In the situation the patients name will be given as Xst.   The outcomes of my activities for the customer will be clarified and how they may have been improved, including what I gained from the experience. My emotions about the clinical abilities used to deal with the customers care will be built up and my new comprehension of the circumstance particularly comparable to confirm based practice will be thought of.  I will at long last ponder what moves I will make so as to guarantee my proceeded with proficient turn of events and learning.  Depiction Miss Xst is multi year elderly person who has a multi year old daughter.â She experiences mental issues, absence of inspiration and experiences issues in keeping up her own cleanliness and the tidiness of her level. She was one of my tutors customers to whom I had been allocated to facilitate and administer her consideration. Emotional well-being Nurses owe their patients an obligation of care and are relied upon to offer an elevated expectation of care dependent on current best practice, (NMC 2008).  â Miss Xst had been recommended Risperidone Consta 37.5mg fortnightly, which is a moderate drug. Risperidone has a place with a gathering of prescriptions called antipsychotic, which are generally used to assist treat with peopling with schizophrenia and comparative condition, for example, psychosis. In spite of the fact that her condition is intense, it isn't outrageous and the explanation behind this medicine is to help Miss Xst to balance out her idea so she can bolster herself in the network (Healey, 2006). Miss Xst didn't care for going to warehouse facility and she missed three back to back arrangements. My tutor chose after the third non-participation to bring the issue up in the handover meeting where it was chosen to see Miss Xst in the first part of the day yet when we showed up she was not there. We left a note for her to call the workplace. We didn't get notification from her and a further home visit was done to organize her next terminal center arrangement. I assembled a c onference of the multi-disciplinary group (MDT) who concurred that there would be an issue if the following infusions were missed. The social specialist who was a piece of the group said that she will organize a network bolster laborer to assist clean With missing Xsts level on a week by week premise (Adams 2008). We hung tight for about an hour for Miss Xst to go to the center for her terminal infusion yet she neglected to join in. I at that point educated the Community Psychiatry Nurse (CPN) that Miss Xst had communicated negative sentiments about her drug and figured she didn't require them; she had guaranteed she was at that point feeling great and in this manner needed the prescriptions to be stopped.  At a resulting meeting with the patient, she concurred a joint encounter with the CPN and myself to re-evaluate her condition and consider on the off chance that it was important to  â refer her case to the expert (Barker, 2003).  I was allowed the chance to do the underlying evaluation, which demonstrated that her conduct was truly unusual and extremely distracted. Her powerlessness to take her prescription and to deal with her own cleanliness plainly exhibited that she was not well. The evaluation instrument I utilized was the Mental State Examination which decides the degree of her knowledge into her sickness and without a doubt I discovered that she was trying to claim ignorance (Barker, 2004). I conversed with Miss Xst about her non-concordance with her drug, yet she continued saying she was well.â I helped her that ceaseless use to remember the medicine would profit her psychological wellness and secure her against relapse.â We concurred that she could talk about this with the specialist on her next outpatient arrangement, with the choice of surveying or decreasing her prescription. I focused on the significance of her imparting any reactions or reservations she may have about the medicine to specialist. She seemed to get this and following the conversation, she at last agreed to her stop infusion. Despite the fact that the NMC (2008) keeps up that medical attendants have a duty to engage quiet in their consideration and to recognize and limit hazard to tolerant. The standard of value (to progress nicely) must be adjusted against no wrathfulness (doing no mischief) (Beauchamp and Childress, 2001).â All these exchanges were recorded in Miss Xsts care plan document and in PC. Great record keeping is a fundamental piece of nursing and birthing assistance practice, and is basic to the arrangement of sheltered and powerful consideration. It's anything but a discretionary extra to be fitted in if conditions permit NMC (2009).  The results of my activities for the patient and her little girl were that she took care of her little girls needs and to her own cleanliness, and made ordinary fortnightly visits to the facility. Her state of mind was improved, she was a

Sample TOEFL Essay Growing up in the City or the Countryside

Sample TOEFL Essay Growing up in the City or the Countryside The QuestionDo you agree or disagree with the following statement? It is better for children to grow up in the countryside than in a large city. Use specific reasons and examples to develop your essay. (Adapted from theOfficial Guide to the TOEFL).Special Offer: Essay Evaluation and ScoringYou can now sign up to have your practice essays evaluated and scored by the author of this web page. Its a great way to learn how you will do before test day and how you can best prepare for the test. Sign up today.The Sample EssayIt is critically important that all children be raised in a supportive and healthy environment. In my opinion, it is more advantageous to raise young people in major city, than to raise themin a rural area. I feel this way for two main reasons, which I will explore in the following essay.First of all, cities include a vast number of academic and cultural facilities, all of which help the intellectual development of children. A child who visits such places on a regular ba sis will undoubtedly become extremely interested in some of them. My own experience is a compelling example of this. When I was young I lived in a major urban area, so my parents could easily take me to a cultural event almost every weekend. We attended book readings at the local library, art openings at many of the galleries throughout the city, and literary festivals during the summer. As a result of attending these outings I developed a strong interest in artistic expression, and decided to major in music at university. Now I enjoy a successful career as a recording artist. Had I not visited so many stimulating places as a youngster, I would not be thriving like I am today. Secondly, children who live in cities are exposed to people from many walks of life, while those in the countryside communicate with only one type of person. Cities are usually magnets for new immigrants to my country, and are populated by individuals from a variety of ethnic and cultural backgrounds. I think it is useful for children to have friends who come from different walks of life. For instance, my young cousin is growing up in New York, which is the largest city in my country. By the time she was ten years old, she had made friends from five different continents. Although she is still just a college student, she is comfortable interacting with people who speak a variety of languages and who have religious beliefs that are different from her own. Moreover, she recently mentioned that she was able to find employment at a company looking for workers with an international perspective. Accordingly, I think that people who live in cities can enjoy a variety of beneficial interactions. In conclusion, I strongly believe that it is better for children to grow up cities than in rural areas. This is because cities are home to a variety of educational venues, and because they have very diverse and cosmopolitan populations. (415 words)

Self Evaluation Influences Leadership Development

Self-Evaluation influences Leadership Development Across the years, humans have kept their baby photos, their yearbooks, the letter from a friend, and their first checkbook safely. Usually, they do this because it gives a timeline of where a person has been and where they are now. For some, this method of self-assessing can be rewarding, yet for others, this process may be daunting if they are not at the level they had hoped. According to Dye (2010), values-driven leaders are self-assessors. In essence, leaders understand that their actions are being observed; therefore, they need to know themselves with the dual intention of personal development and professional achievement (Dye, 2010). In fact, outstanding leaders have an exceptionally†¦show more content†¦However, the results of a self-evaluation process can allow a leader to commence a personal development plan that is goal oriented and focused on exceptional leadership skills (Zenger Folkman, 2013). In fact, per Kozak (2014), the process of self-evaluation and self-as sessment, helps a leader become a better leader because it brings forth guidance and knowledge about traits, strengths, and most importantly, weaknesses that can be developed into strengths. Conquering the ability of self-evaluating may lead to increased confidence, â€Å"trust and credibility by others and an improvement of emotional, social intelligence and self†esteem† (Kozak, 2014). Self-Evaluation correlates with Self Esteem. Speaking of self-esteem, one of the true values in self-evaluation is the value of oneself as a person (Kozak, 2014). In essence, being cognizant of the own strengths will improve self†esteem and confidence (Kozak, 2014). A self-confident leader can lead in meaningful ways. According to Brown, Dutton, and Cook (2001), high self-esteem people use a variety of strategies to protect and rebuild feelings of self-worth. On the other hand, self-assessment can also lead to identifying significant gaps that can then lower self-esteem. Therefore, it is important to understand that self†esteem does not correlate automatically to better performance of oneself (Kozak, 2014). Personally, the self-evaluation processShow MoreRelatedThe Planning Phase Of A Annual Expectation818 Words   |  4 Pageseveryone year around (Responsible Conduct in Research Mentoring, n.d.). Plan and organize leadership groups to continue their ongoing leadership developments; this activity allows leaders to listen to the other leaders thinking and ideas. The meeting will discuss the experiences that we as leaders have encountered since maybe the last session, expressing the rewards and non-rewards from the experience. Peer leadership groups would have a timeline of once a month or every two-week gathering (Research MentoringRead MoreOrganizational Leadership and the Role of Self-Evaluation and Assessment1144 Words   |  5 Pagesï » ¿Organizational Leadership and the Role of Self-Evaluation and Assessment Introduction The ability to manage and lead a diverse organization is predicated on how effectively a leader understands their innate strengths and weaknesses, in addition to gaining insights into how effectively they communicate. The role of self-evaluations and self-assessments in providing leaders with insights into how they can make the most of their strengths and define strategies for addressing their weaknessesRead Moreself assessement Essay1227 Words   |  5 Pagesleaders 1.5 Leadership self-evaluation/self-assessment 1.6 The benefits of self- assessment/self-evaluation to leaders today. 1.1 INTRODUCTION Organisations are made up of people and people are a huge asset to any organization. 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While the leader needs to display unique leadership for their organizations, there are certain attributes and quality which are needed forRead MoreEssay about Early Childhood Education Field1117 Words   |  5 Pagesincreasingly turned to the development of effective professional practice among early childhood educators (ECEs) as the predominant approach in securing better outcomes for children. ECEs have thus found themselves under increased pressure to develop professional practices through professional development which has been demonstrated to have a profound impact on children’s holistic development and their performance p rospects in society. This essay will focus on the development of effective professional

Government Surveillance vs Personal Privacy Essay

Today, individuals are sacrificing privacy in order to feel safe. These sacrifices have made a significant impact on the current meaning of privacy, but may have greater consequences in the future. According to Debbie Kasper in her journal, â€Å"The Evolution (Or Devolution) of Privacy,† privacy is a struggling dilemma in America. Kasper asks, â€Å"If it is gone, when did it disappear, and why?†(Kasper 69). Our past generation has experienced the baby boom, and the world today is witnessing a technological boom. Technology is growing at an exponential rate, thus making information easier to access and share than ever before. The rapid diminishing of privacy is leaving Americans desperate for change. Privacy allows an individual the†¦show more content†¦Privacy has expanded to more complex forms including people’s information displayed throughout technology (Kasper 71). Technology has become very effective for a thriving generation, but it also possesse s a handful of flaws that counter the benefits. Technologies help people post and deliver a message in a matter of seconds in order to get a message spread quickly. It also gives individuals the power to be the person they want to be by only showing one side of themselves. But sometimes information that had intentions of remaining protected gets out. That information is now open for all human eyes to see. This information, quite frankly, becomes everybody’s information and can be bought and sold without the individual being aware of it at all. However, this is no accident. Americans in the post 9/11 era have grown accustomed to being monitored. Government entities such as the NSA and laws such as the Patriot Act have received power to do so in order to protect security of Americans. 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New York Life †Marketing Management Case Analysis Free Essays

BAB25 – Case analysis 2: New York Life and Immediate Annuities Unlike the old days where a retiree could rest assured that they could live out the rest of their life on their pension and social security checks, the retirees of today receive their pensions paid out in a lump sum that takes the place of the pension check, but encompasses the total amount a retiree has to live on until they pass away. This creates uncertainty in the amount a retiree can spend per month, and if the total amount is sufficient to last them until they pass away. Immediate annuities help to create certainty in the financial situation of retirees. We will write a custom essay sample on New York Life – Marketing Management Case Analysis or any similar topic only for you Order Now While retirees can be certain that they will receive a social security check each month, the amount of income they are able to receive from their pensions can vary depending on their contribution plan. Immediate annuities are a one-time purchase that guarantees a monthly payment for the remainder of the purchaser’s life. They solve the problem well as they take away the uncertainty of where a retiree can receive their income from, they are the â€Å"ideal vehicle to guarantee retirees a lifetime income† (Rotemberg Gourville, 2010, p. ). Generally speaking, neither the buyers (the retirees) nor the sellers (agents/advisors) of immediate annuities are very enthusiastic about them. Consumers have several interrelated reasons for not buying immediate annuities. Firstly people are often not familiar with immediate annuities, which evidently causes fewer buyers. Then, buying immediate annuities means spending a large sum of money as usually immediate annuities cost at least $100. 000 or more. This large sum of money has to be paid at once, while the purchase is irrevocable which causes doubts, most importantly because the retiree does not know if they will live long enough to make the purchase profitable. If not, more money will be put in the purchase than they will get out of it, meaning it is quite a gamble to buy immediate annuities (Rotemberg Gourville, 2010). The agents and advisors that are supposed to sell immediate annuities, on the other hand, also have their doubts. Investment advisors actively manage their clients’ money. Immediate annuities do not allow for this as it is a one-time investment. This also means that the advisor/agent gets a one-time commission, which is less profitable compared to collecting multiple fees from one client over time for revocable investments (Rotemberg Gourville, 2010). Additionally, advisors/agents often also do not have enough knowledge of the product, making it very hard to sell. Agents/advisors that do have knowledge of the product often state that immediate annuities are a bad retirement product. Only 9% of financial advisors (strongly) prefer the product, against 64% having a (very) weak preference for it (Morgan Stanley Research, 2007, as used in Rotemberg Gourville, 2010). New York Life (NYL) has set its mind on growing the Guaranteed Lifetime Income (GLI) business in the future, but faces several possible paths in order to reach this goal. To be as cost-efficient as possible, we think that the company should select its pool of end-customers wisely. The focus on retirees should be maintained and even enforced, as many still do not know the products proposed by NYL. Furthermore, the focus should be broadened to a larger target group, to include the â€Å"typical† customers of the companies, families with children. As noted by Rotemberg and Gourville (2010), NYL tends to build long term relations with its clients, as agents follow them over time and sell multiple contracts to them. We can think that an ageing family would present a â€Å"risk management mindset†, as their children’s future is not secured yet. We can hence position the product by presenting it as a safe solution adapted to one’s own needs. Differentiating the product from those of NYL’s competitors is important; potential clients of GLI annuities should understand the superior benefits of the product. Building on the company’s reputation, GLI annuities should be promoted as a long term investment from a responsible company, concerned with its customers and providing long term relations between agents and customers. In order to reach a greater public and change customers’ mindsets, we need to strengthen the core components of the company. For this, we believe that the focus should be put on NYL’s agents rather than collaboration with investors that would force NYL to compromise on its values and products. While the pool of agents is already significant, only 4000 of them sold GLI annuities, as only 40% of the 11,500 agents had received the training specific to the product (Rotemberg Gourville, 2010, p. 12). Therefore we believe that the GLI business would grow if all agents are trained to improve their knowledge of the products and hence their services to customers. We believe that the pool of agents should be increased gradually as number of customers grows in order to sustain the aforementioned values of NYL while the price of GLI annuities should not be changed, considering the customized services NYL provides. Instead, they need to focus on convincing customers that they’re worth their price as their product is unique. i. e. NYL needs to emphasize the novel aspects of its product to differentiate from competitors’, while promotion should be built on NYL’s values. How to cite New York Life – Marketing Management Case Analysis, Essays

Fair Work Ombudsman for Commonwealth Parliament - myassignmenthelp

Question: Discuss about theFair Work Ombudsman for Commonwealth Parliament. Answer: In Australia the workplace relation system is as per the Fair Work Act 2009 and various other laws and legislation. This covers almost entire of private sector employers and employees throughout the nation. The workplace relation legislations are enacted in the country by the Commonwealth Parliament (Australia.gov.au, 2018). Fair Work Ombudsman and Fair Work Commission oversee the practical application related to Fair Work Act within all the present workplaces. Fair Work Ombudsman (FWO) helps all the employers, employees, wider communities and the communities to clearly understand its workplace responsibilities and rights. It also enforces compliance with regards to Australias workplace laws. Fair Work Ombudsmans office is an independent and statutory agency that is developed under Fair Work Act (FW Act). The head of the agency and Fair Work Ombudsman is Natalie James. The FWO is appointed to maintain harmonious and smooth relations in the workplace to protect the workers right. FWO is a statutory office holder appointed to enforce the right of employers and workers under Commonwealth workplace Laws. They highly contribute to create a better working environment in Australia. The FWO is generally supported by highly skilled and proficient staffs. They assist by performing advisory and compliance functions that is set out within the Fair Work Act (Vosko, Grundy Thomas, 2016). FWO has its offices established all over the Australian region. It is situated in almost all the regional areas of various states and territories besides the capital cities. The major role of Fair Work Ombudsman is to promote productive, cooperative and harmonious workplace relations. FWO investigates, monitors, inquiries into and enforces compliance law in the workplaces of Australia (Fairwork.gov.au, 2018). FWO free services include educating and creating awareness among the individuals about fair work obligations, rights and workplace in the country. FWO consists of a single point of contact to obtain timely and reliable information related to Australias workplace relation system. Moreover, assessing suspected breaches or complaints of the workplace awards, laws, few Fair Work Commission orders and registered agreements is the free services provided by FWOs. Litigating in few scenarios by enforcing workplace laws to save people from doing wrong within the community is another of its vital role (Webster, 2017). FWO also helps in building effective and strong relationships with unions, industry and major stakeholders. Fair Work Ombudsman performs various important functions that include promoting compliance related with the FW Act and proper work instruments. FWO commences court proceedings or make application to Fair Work Commission (FWC) to enforce the FW Act. FWO represent such employees, who may become or are party to the proceedings in court or party to a matter before the Fair Work Commission. They also refer the significant matters to the relevant authorities. As per Sutherland (2015) FWO has high jurisdiction that extends to most parts of the FW act and also to a certain part of the laws and regulations that regulates the independent contractors. Furthermore, the Fair Work Ombudsman acts to make sure the overseas workers are treated fairly while working in Australia. The FWO operates its functional activities in a very unique regulatory environment. In the Commonwealth workplace relation arena an inspector has always been present in one form or other since the year 1934. The major role of FWO is to provide education, ensure compliance related to provisions established in the Commonwealth workplace laws. As per Clibborn (2015) FWO is statutory agency of the highest professional and ethical standards that is accountable for its every decisions to public at large. Accountability is one of the major values of the Australian Public Services (APS) that helps to define their role as a major institution within the Australias democratic system. Being APS employees, every individual at FWO is accountable to the parliament and public for each of the decisions that have been made (Vosko, Grundy Thomas, 2016). The employees under FWO are also accountable for their performances and actions through frameworks and performance management systems. The FWO is responsible for undertaking various pro-activities related in the area of information, compliances and education that includes both the target campaigns and audits. FWO is capable to investigate or monitor such matters that relates to its own volition. In addition to this the FWO also receives several complaints from the general public regarding conditions of employment, wages and workplace rights. According to Forsyth (2016) within the FWO, the term complaint is defined as any such matter that is received by the Fair Work Ombudsman that involves allegation. It can be in verbal or written form and also includes expectation of redress that requires the FWO intervention. Generally, FWO refers to complaint parties as the complainant even if the matter is not raised directly from the aggrieved person. According to Barry and You, (2017) any such inquiry, investigation or complaint treatment into an alleged contravention of workplace laws should be undertaken efficiently and promptly. Employees of the FWO include Fair Work Inspectors showcases integrity, determination, honesty, responsiveness, proficiency and objectivity. They perform actions from their expertise and professional knowledge. FWO as an agency therefore continues to foster to maintain both international and national best practices. As per Clibborn (2015) the Fair Work Ombudsman functions as a statutory office holder is not only limited to determine the complaints for underpayment of wages. FWOs successful functions is therefore cannot be achieved just by adopting a mere restrictive focus. The employees working at FWO is highly proficient and committed to provide adequate advice to the individuals. The advices are relevant to be relied on and further help the employees and employers to resolve problems within the workplace. Fair Work Inspectors is appointed by FWO and are empowered to monitor as well as enforce compliance with the workplace laws and Industrial Instruments of Australia (Fairwork.gov.au, 2018). This includes various related provisions of the FW Act, like terms and conditions related to employment, pay-slip obligations and record-keeping. National Employment Standard is also covered within the laws and industrial instruments of workplace. According to Allen (2015) provision of the Independent Contractors Act 2006, which consists prohibited is investigated by the Fair Work Inspectors. Moreover, order of the Fair Work Commission is also monitored. Agreement- based transitional instruments and enterprise agreements are investigated. This covers Australian Workplace Agreements, Collective Agreements, Individual Transitional Employment Agreements and various others agreement that is made prior to 2009. Modern awards and award based transitional agreements for employment is also monitored by the FWO. This includes Notional Agreements Preserving State Awards, Federal Awards, Division 2B state awards and State Reference Transitional Awards (Australia.gov.au, 2018). The FWO provides all the employers and employees free advices and information on workplace rights, obligations, advice on pay and conditions. If any prospective employer is discriminating against an individual unlawfully then FWO comes to their assistance (Kellner et al., 2016). Fair Work Ombudsman has high responsibility for various novel initiatives so that the employers, employees and their related associations can avail benefits and get educated. This includes proper preparation and publication of the Fair Work Information Statements that the employers should provide to the new employees. Another major Fair Work Initiative includes publication for the best practice guides that recommends the best initiatives for medium and small businesses to be implemented. Moreover, Fair Work Ombudsman lays a sharper focus on using persuasive and educative techniques so that the workplace disputes are easily resolved. As per Kellner (2016) to the extent that FWO focuses on working with major parties so that productive, harmonious and cooperative relations is explicitly communicated to the existing community. This existing approach is most likely to be reciprocated by the parties to disputes, thereby increasing successful resolution chances. According to Charlesworth and Macdonald, (2014) transparency and integrity of the decision making process with regards to compliance activities and all its formal dispute resolution is important. This is vital to both the reputation and efficacy of the Fair Work Ombudsman. It is the duty of the FWO and senior executive to provide direction and control to Fair Work Inspectors. It is the duty of FWO employees to treat the public with courtesy and respect. The society expects high quality and prompts services from APS and it is the duty of FWO to maintain these standards by their positive contributions. Fair Work Inspectors facilitates in providing reasonable assistance to the interesting parties (Wilson Pender, 2017). They also help the public to clearly understand the individuals obligations and entitlements. The FWO also provides opportunity to the parties so that feedback is given to maintain smooth communication. Often feedback would also include certain grievance matters. The FWO also implements two states based campaigns each year minimum twice per state, according to the Portfolio Budget Statement. These campaigns should focus on a particular part of the state or should be state wise. In few cases, when some state faces similar issues, the FWO held joint campaign across states or territories. The programs related to state based campaign is evidence based; industry research is also taken into account. This also includes FEO complaint analysis and further endorsed by Director of Targeted Campaigns (Oliver Yu, 2017). Fair Work Ombudsman contributes a significant role to create a fair and better Australian Workplace. Natural justice is a broader concept and extends to such decisions, where public power is exercised. Therefore, it can be concluded that the core function of the FWO is to determine whether the overall requirements of Commonwealth workplace laws are adequately being observed or not. Henceforth, the Fair Work Inspectors actions can also affect the expectations of both employers and employees legitimately. This approach makes all the parties to act efficiently in accordance with the laws. FWO has a consistent and effective system to handle the entire request for reviews efficiently. They provide a mechanism for resolving grievances, obtaining clients feedback and also refining agency practices. References Allen, D. (2015). Wielding the big stick: lessons for enforcing anti-discrimination law from the Fair Work Ombudsman.Australian Journal of Human Rights,21(1), 119-142. Australia.gov.au. (2018).Fair Work Ombudsman | australia.gov.au.Australia.gov.au. Retrieved 22 March 2018, from https://www.australia.gov.au/directories/australia/fairwork Barry, M., You, K. (2017). Employer and employer association matters in Australia in 2016.Journal of Industrial Relations,59(3), 288-304. Charlesworth, S., Macdonald, F. (2014). Women, work and industrial relations in Australia in 2013.Journal of Industrial Relations,56(3), 381-396. Clibborn, S. (2015). Why undocumented immigrant workers should have workplace rights.The Economic and Labour Relations Review,26(3), 465-473. Fairwork.gov.au. (2018).Welcome to the Fair Work Ombudsman website.Fair Work Ombudsman. Retrieved 22 March 2018, from https://www.fairwork.gov.au/ Farbenblum, B., Berg, L. (2017). Migrant workers access to remedy for exploitation in Australia: the role of the national Fair Work Ombudsman.Australian Journal of Human Rights, 1-22. Forsyth, A. (2016). Industrial legislation in Australia in 2015.Journal of Industrial Relations,58(3), 372-387. Kellner, A., Peetz, D., Townsend, K., Wilkinson, A. (2016). We are very focused on the muffins: Regulation of and compliance with industrial relations in franchises.Journal of Industrial Relations,58(1), 25-45. Oliver, D., Yu, S. (2017). The Australian labour market in 2016.Journal of Industrial Relations,59(3), 254-270. Sutherland, C. (2015). Industrial legislation in Australia in 2014.Journal of Industrial Relations,57(3), 333-347. Vosko, L. F., Grundy, J., Thomas, M. P. (2016). Challenging new governance: Evaluating new approaches to employment standards enforcement in common law jurisdictions.Economic and Industrial Democracy,37(2), 373-398. Webster, J. (2017). More than underpayments and civil penaltiesTaking a strategic approach to regulatory workplace relations litigation.Journal of Industrial Relations,59(3), 354-373. Wilson, J., Pender, K. (2017). Employment law: Intern or employee?: A potentially expensive question.LSJ: Law Society of NSW Journal, (33), 84.

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Chasidim and Old Order Amish A Comparison essays

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Discuss genocide as it was experienced in the Balkans (Sarajevo, Essay

Discuss genocide as it was experienced in the Balkans (Sarajevo, Bosnia, Kosovo), drawing on the readings in Jones Drakulics S A Novel About the Balkans the - Essay Example According to Carl K. Slavic, there are other external factors that fuelled the genocide in Bosnia. These are; public relations firms, the US media, &the US state department. Slavic points out that the ethnic, political and religious conflicts in Bosnia were caused by exclusive national and political agendas of different Bosnia factions: Bosnia Serbs, Bosnia Muslim and Bosnia Croats; all speaking the same language but divided by religion, culture and national visions. (Sells, 1996.) The Bosnia Muslims sought to be detached from Yugoslavia but maintain borders and political structures as it existed in the Yugoslavia federation. Bosnia Serbs on the other hand saw the destruction of the Yugoslav federation would necessarily result to destruction of Bosnia and Herzegovina. The US and Germany advocated for unilateral and unconditional recognition of the internal borders of Yugoslavia. These different views were the major causes of the conflict and crisis. (Propadovic, 2003) Lack of diplomacy and political agreement resulted to," politics by other means" war. The US and Germany did nothing to prevent the war. This led to a very protracted hatred between the Serbs and the Bosnians Muslims. Drakulic in her novel refers to Seida's parents being a Muslim father and Serbian mother. This was as a result of a propaganda that was making rounds, insisting there were no Bosnians only Serbs and people of Islamic faith. (Askin, 1997) Even before the war, Bosnian Muslims had hired prominent American public relations firms as well as members of the congress and senate. So had the Kosovo Albanians and the Croats. An American P.R firm initiated the 'atrocities stories'. This was later to become very common in the war. Propaganda rent the air during the whole conflict. This fueled violence among the warring factions. A US PR firm actually admits having been retained by the Bosnia Muslims, Kosovo Albanians and Croats to wage a public relations war against the Serbs. This was referred to as info war. (Sells, 1996.) In fact it is reported that the three factions paid a total of $320,000 for six months of work, between June and September 1992, Rudder Finn firm organized various activities on behalf of the Bosnian Muslims . For example, 30 press group meetings were organized and 37 last minute faxes sent. It also organized meetings between various high ranking people on the government of the US including the then vice president and Bosnian Muslim representatives. Rudder Finn considered its greatest success in propaganda as having succeeded in moving the American Jewish opinion in favor of the Bosnian Muslims, Croats and Kosovo Albanians. Osama bin laden Mujahideen forces were also involved and were part of a Bosnian army. (Askin, 1997) The US state department, who were the overseers of the fall of the Soviet Union, wanted Yugoslavia to go the same way. The new Balkan states such as Bosnia and Herzegovina were equated with batalic states, though erroneously. By going this divide and rule way, the US would be able to state its command on the political, military and commercial interest in the Balkans. The state department's goal was to create a weak Bosnia Muslim ruled state. A Bosnia dependent on the US for security, development and political viability. A State that would represent America's interests in the region. This was to be achieved by

Discuss the influence of historical designers on current contemporary Assignment

Discuss the influence of historical designers on current contemporary interior design - Assignment Example The more interior designers became recognized as professionals, they began to rely on history and its concepts to create great results. This was seen in the decorating of some of the historic London mansions. History began to reflect in the designs as a way of preserving the past but yet looking toward the future. The Ancient Romans brought an influence of interiors when they demanded comfort, luxury and wealth. These are the basic elements that influence designers all over the world today. Tapestries, stonework, and lavish decorations remain popular today in other parts of the world as well as London. The ancient Romans loved quality textiles and expensive fabrics. The earliest designers emerged from the Roman Empire, however, were not given the label professional designers during that historical period. After Rome’s’ collapse, the church assumed power and many of the most creative designers were discouraged from change. Many lavish interiors were changed to quiet and simple oak panels with dark lines and more defined edges. This influence was seen all over Europe – from London to Italy. The Renaissance period emerged with many professional French inspired designers. Just as the Renaissance period brought many modern artists to the forefront, so did the profession of interior design. ... The actual profession of Interior Designers did not become known until later when it emerged from its domestic connections through education, standard setting, codes of conduct and granting of degrees. Trade and professional organizations began to form, which brought related publications such as textbooks and trade journals. Some of the earlier influences began with simple forms and visible construction as seen in many of the designs. They emphasized the quality of construction of the materials. The British influences started with floral or fauna prints and used the domestic scenes of the British countryside. Much of this is seen in the earlier wallpapers. Some earlier designers had workshops in rural areas, and used older quality workmanship techniques. The Gothic Period was a definite influence in the 1800s with the use of bold colors and bold forms. The Gothic Revival claimed a belief in the â€Å"moral purpose of art.† As a part of the Gothic Revival, designers remained tr ue to material, structure, and function of their designs. The style known as the Arts and Crafts came about partly as a reaction against the style of many items shown in the Great Exhibition of 1851. These items were very ornate, artificial, and ignored the quality of the materials used. The art historian Nikolaus Pevsner said that this exhibition showed â€Å"ignorance of the basic need in creating patterns, the integrity of the surface,† and â€Å"vulgarity in detail.† This exhibition brought about design reform from the organizers of the exhibition itself. Some of the organizers were Henry Cole, Owen Jones, Matthew Digby Wyatt and Richard Redgrave. They began to set standards for designs in order to preserve the workmanship

Ratio Analysis Of British Airways Plc Finance Essay

Ratio Analysis Of British Airways Plc Finance Essay British Airways PLC is the largest international airline of United Kingdom. It is based at the London Heathrow Airport and the busiest airports in the world. It is serves 96 million passengers a year using around 441 airports in 86 countries and more than thousand planes. British airway is fiercely competitive, heavily regulated and highly exposed to changes in customer behaviour and consumer confidence. British airway has a total market capitalisation of approximately  £3299 million, Shares in Issue 1153 million and the current share price is 286p. The past economic environment creates a new challenge to the company they concentrate their efforts to seize long-term opportunities for growth. 2. Background Feb 2008 In this fiscal year, British Airways is targeting a 10 percent operating margin, which is said to be the highest in its history, as it taps demand for premium travel It once again declared that it is targeting a full-year sales growth of 3 to 3.5 percent. May 2008 British Airways Operational Environment to keep up with competitors and to incorporate fuel efficient aircraft to its ageing fleet, British Airways signed a firm contract on 28 May 2008 for two Airbus A138 British Airways Report on British Airways The airways has an Operational Environment in order to keep up with its competitors and to combine its fuel efficient aircraft to its ageing fleet, British Airways has signed a firm contract for two Airbus A138 on 28 May 2008. Jul 2008 Merger talks were started between British Airways and Iberia in the year 2008 due to the decrease in passenger demand, whereas on the other hand the pension fund deficit was around 3 billion pounds ($5 billion) and the outcome of the combined entity was striking. British Airways plans to reduce seating, raise ticket prices as there was a 90% fall in the first quarter which was three days after announcing merger talks with Iberia. Mar 2009 By March, 2009 its revenues rose to  £8.99 billion whereas it was  £8.75 billion a year agoBritish Airways revenues rose to  £8.99 billion for the year ended March 31, 2009. The same stood at  £8.75 billion in the same period a year ago. Reduced passenger and cargo demand and high fuel prices last summer contributed to our 220 million pounds . The introduction of Reduced passenger and cargo demand and high fuel prices helped in the contribution of the 220 million pounds operating loss in the last year. April 2009 during the global recession period, Europes third- biggest carrier, the British Airways Plc, gave an approval of a voluntary severance for a total number of 300 workers because the traffic of passengers extended to a great deal. Jul 2009 By John Bowker LONDON (Reuters) British Airways (BAY.L) has not ruled out a major rights issue to help shore up its balance sheet but analysts see such a move as an absolute last resort and one that could destroy management credibility. Sep 2009 On this day the first EMBRAER 170 jet was delivered by Embraer in Sà £o Josà © dos Campos, Brazil, the headquarters, to British Airways. This aircraft was configured with 76 seats and in a singleclass layout, which will be operated by BA CityFlyer, British Airways wholly owned regional subsidiary. Also to mention that the regional subsidiary operates international and domestic routes from London City Airport. Oct 2009 A new service is to be launched by the British Airways from Gatwick to Montego bay, Punta Cana twice in a week. Nov 2009 British Airways (BA) has operated for 23 years at London Heathrow and finally has bid farewell to the facilty. Jan 2010 British Airways has been operating Japan in the past 62 years and at present it operates 7 flights in a week between London Heathrow and Narita International Airport. British Airways Flying Club Piper PA-28-236 G-ODAK. Shoreham 6/3/ 2010. Sep 2010 British Airways provides an Increase in the number of Flights to the Caribbean Just the Filed in: Flight, Travel Campbell River Firm Restoring the Past DC-3 Called a Flying Time Capsule 3. Ratio analysis 3.1. Ratio Analysis- British Airways PLC RATIO 2010 2009 B/W Operating profit margin 231 7994 2.89% 220 8992 2.45% B Current 2674 3740 .71 2346 4142 .56 B Quick 2674-98 3740 .69 2346-127 4142 .54 B Fixed Asset turnover 7994 7973 1 8992 8142 1.1 W Return on capital employed 231 10677-3740 3.33% 220 10488-4142 3.47% W Return on equity 425 2113 20.11% 358 1846 19.39 % B Debt to equity 4824 2113 2.28 4500 1846 2.43 B Dividend yield 5.20 122.8 4.23% 5.02 150.9 3.33% B Price to earning ratio 250 38.5 6.49 137.5 32.6 4.21 W Earning yield 38.5 250 15.4% 32.6 137.5 23.7% W Return on total assets 425 10677 3.98% 358 10488 3.41% B Sales per employee 7994 79097  £ 518565.8 8992 72375  £ 490196.9 B Stock turnover 412 x 365 25842 5.819 days 417 x 365 21890 6.953 days W Dividend cover 38.5 5.20 1.123 32.6 5.02 2.502 W Account receivable turnover 499 x 365 7994 22.78 days 530 x 365 8992 21.51 days W Account payable turnover 3160 x 365 25842 44.63 days 2963 x 365 21890 49.41 days W Total Asset turnover 7994 10677 0.75 8992 10488 .86 W Gearing 4824 4824+2113 69.54% 4500 4500+1846 70.91% B 3.2. Interpretation and Explanations of ratios 3.2.1. Operating profit margin The  Operating Profit Margin measures the Operating Profit in relation to the Net Sales.   This reveals the operating efficiency of the company. The higher the Operating Profit Margin, then more efficient is the business. Operating Profit   Operating Profit Margin  = Sales   As a result of analysis, the operating profit margin of the year 2009 is 2.45% and that of the year 2010 is 2.89%. The operation margin of the year 2010 is higher than that of the year 2009, so it can be concluded that the company is performing an efficient operation. 3.2.2. Current ratio The current ratio compares all the Current Assets of a company to all the Current Liabilities.   What this ratio basically tells us is if the company had to sell all its readily available assets, would it be able to pay off its immediate debt? A ratio under  1 suggests that the company  would  be  unable to pay off  its obligations if they came due at that point. Current Assets Current Ratio = Current Liabilities As a result of analysis, the current ratio of the year 2009 is 0.56 and that of year 2010 is 0.71. Current ratio of both years is below 1 so it can be concluded that the company is not in good financial health. Also it can be said that the company is performing good since the current ratio of 2010 is higher when compared to that of 2009. . 3.2.3. Quick ratio Also called the Acid-Test Ratio, the  current ratio compares all the Current Assets of a company to all the Current Liabilities just like the Current Ratio, but the Inventories are subtracted from the Current Assets. Current Assets Inventory Quick  Ratio = Current Liabilities As a result of analysis, quick ratio of the year 2009 is 0.54 and that of the year 2010 is 0.69. Current ratio of 2010 is higher than 2009, so the company is in a favourable position 3.2.4. Fixed Asset turnover The  Fixed Asset Turnover is measure  a companys effectiveness in  generating  Net Sales  revenue from investments back into the company. The higher the Fixed Asset Turnover ratio, the more effective the companys investments in Net Property, Plant, and Equipment have become. Sales     Fixed Asset Turnover = Fixed asset   From the analysis of the last two years, fixed asset turnover of the year 2009 is 1.1 and the year 2010 is 1. Fixed asset turnover is low in the year 2010, so it can be said that the company is not as effective compared to the year 2009. 3.2.5. Return on Capital employed It is a ratio that indicates the  efficiency  and profitability of a companys capital investments. ROCE should always be higher than the rate  at which  the  company  borrows otherwise any increase in borrowing will reduce shareholders earnings. Operating profit     Return on capital employed = Total assets   Current liability As a result of analysis, the return on capital employed of the year 2009 is 3.47% and the year 2010 is 3.33%. Return on capital employed of the year 2010 is less than the year 2009, so it can be said that, profitability of the company is less when compared to 2009. 3.2.6. Return on equity The  Return on Equity measures the Net Earnings in relation to the Equity.   Return on Equity describes how well contributions from  stockholders  generated earnings for the company. Net Earnings   Return on Equity =   Equity   From the analysis of return on equity ratio, it is 19.39% for the year 2009 and 20.11% for the year 2010. In the year 2010 return on equity ratio is high, so profitability of the company is high compared to 2009. 3.2.7. Debt to equity ratio The Debt to  Equity  Ratio compares the companys dollar amount owed to creditors to the dollar amount supplied by investors of the company.   debt   Debt to Equity Ratio = Equity   As a result of analysis, the debt to equity ratio of the year 2009 is 2.43 and that of the year 2010 is 2.28. Ratio of the year 2010 is low, so it can be said that the company is at favourable position. 3.2.8. Dividend yield A financial ratio that  shows how much a  company  pays out in dividends each year relative to its share price.  In the absence of any capital gains, the dividend yield is the return on investment for a  stock. Dividends per Share   Dividend Yield = Share price As a result of analysis, the dividend yield of the year 2010 is 4.23% and the year 2009 is 3.33%, so it can be concluded that cash flow in the year 2010 is more than in the year 2009. 3.2.9. Earnings per share The  Earnings Per Share compares Net Earnings to the number of Shares, and is simply how much earnings has been generated per one share of stock during the period reported. Profit after tax   Earnings Per Share = Number of share   As a result of analysis, the earnings per share for the years 2009 and 2010 are 12.56p and 5.84p. Earnings per share in the year 2010 are less compared to the year 2009, so it can be said that the company is not performing good. 3.2.10. Price to Earnings ratio The Price to Earnings Ratio  compares the Share Price to the Earnings per Share.   This ratio is a quick measure of how expensive the stock of a company may be. Share Price     Price to Earnings Ratio = Earnings Per Share From the analysis of the price to earnings ratio, it is 6.49 for the year 2010 and is 4.21 for the year 2009. So it can be concluded that the companys share has gone down in the year 2010 when compared to the year 2009. 3.2.11. Earning yield It is the earnings per share for the most recent 12-month period divided by the current market price per share. The earnings yield shows the percentage of each dollar invested in the stock that was earned by the  company. Earnings Per Share     Earning yield = Share Price As a result of analysis, the earning yield for the year 2009 is 23.7% and the year 2010 is 15.4%. Investment percentage of the year 2010 is lower than the year 2009, so the company has not been performing well in the year 2010. 3.2.12. Return on total assets The Return on Total Assets  measures the profit before interest in relation to the Total Assets.   The Return on Total Assets identifies how well the investments of the company have generated earnings back to the company. Higher the ROA number, the better, because the company is earning more money on less investment. Profit before interest   Return on Total Assets = Total Assets As a result of analysis, the return on total assets of the years 2010 and 2009 are 3.98% and 3.41% respectively. Return on total assets in the year 2010 is higher when compared to the year 2009 and hence it can be said that the company has earned high with its investment in the year 2010. 3.2.13. Sales per employee The name indicates how the sales/employee ratio is calculated: a companys annual sales divided by its total employees. Higher sales-per-employee figures are generally considered more efficient than those with lower figures. Sales revenue   Sales per employee = Average number of employees As a result of the analysis, sales per employee of the years 2009 and 2010 are  £ 490196.9 and  £ 518565.8 respectively. Sales per employee of year 2010 are higher than that of the year 2009 and hence in the year 2010 the company has earned more profit with a fewer number of employees compared to the previous year. 3.2.14. Stock turnover (in days)   Stock turnover ratio  shows how many times over the business has sold the value of its stocks in terms of days. A high stock turnover is better, because money is then tied up for a lesser time in stocks. Sales x 365   Stock turnover (in days) = Cost of sales The result of analysis of stock turnover for the years 2009 and 2010 are 6.953 days and 5.819 days. Stock turnover in the year 2010 is lower than the year 2009. So turning the stock of the company to money in the year 2010 is better. 3.2.15. Dividend cover The dividend cover ratio tells us how easily a business can pay its dividend from profits. A high dividend cover means that the company can easily afford to pay the dividend and a low value means that the business might have difficulty paying a dividend. Earnings per share   Dividend cover = Dividend per share As a result of analysis, the dividend cover of the year 2009 is 2.502 and the year 2010 is 1.123. Dividend cover of 2010 is lower than the year 2009. Hence it is difficult for the company to pay dividend in the year 2010 compared to 2009. 3.2.16. Account receivable turnover This is the ratio of the number of times that accounts receivable amount is collected throughout the year. A high  accounts receivable turnover ratio  indicates a tight credit policy. A low or declining  accounts receivable turnover ratio  indicates a collection problem, part of which may be due to bad debts. Debtor x 365   Account receivable turnover = Sales Form the analysis of the account receivable turnover; it is 22.78 days for the year 2010 and 21.51 days for the year 2009. Account receivable turnover of the year 2010 is higher, and so, collection in the year 2010 is hard compared to the year 2009. 3.2.17. Account payable turnover The measure shows investors how many times per period the company pays  its average payable amount.   If the turnover ratio is falling from one period to another, this is a sign  that the company is taking longer to pay off  its suppliers than  it was  before.   Creditor x 365   Account payable turnover = Cost of sales From the analysis of account payable turnover it is 49.41 days for the year 2009 and 44.63 days for the year 2010. Account payable turnover of the year 2010 is less, so it can be concluded that the company is taking longer time to pay off  its suppliers than the year 2009.   3.2.18. Total Asset turnover The amount of sales generated for every pounds worth of assets. It is calculated by dividing sales in pounds by assets in pound. The higher value of asset turnover is better. Sales     Total Asset Turnover = Total Assets   As a result of analysis, the total asset turnover of years 2010 and 2009 are 0.75 and 0.86. In the year 2010, asset turnover is less, so the company was not effective as in the year 2009. 3.2.19. Gearing ratio Gearing is a measure of financial leverage, demonstrating the degree to which a firms activities are funded by owners funds versus creditors funds.  A company with high gearing is more vulnerable to downturns in the  business cycle. Debt     Gearing ratio = Debt + Equity   From analysis, the gearing ratio of the years 2010 and 2009 are 69.54% and 70.91% respectively. Gearing ratio of the year 2010 is less compared to that of 2009, so the company had a good financial strength in the year 2010. 4. The impact of current events Revenue of the company was decreased to 7,994 m in the year 2010 which was favourable for the company Earnings per share in the year 2010 and 2009 were 38.5 and 32.6 and hence the companys earnings from shares are high compared to the year 2008. Operating profit of the company is high in the year 2009 compared to the year before. This is good for the company. The company has failed to give enough dividends in the year 2009 compared to the previous year. So it has failed to attract the shareholders. Total equity of the company has increased in the year 2010 which is not a good sign for the company. Cost of sale of the company is raised in the year 2009 compared to the previous year. Thus the companys expenditure has been increased in 2009. Hence, cost of sale should be reduced by the company. Account receivable turnover is higher in the year 2010 when compared to the year 2009, which is not good for the company. Account payable turnover is high in the year 2009 compared to the previous year which is not favourable for the company. Fixed asset turnover of the company is almost equal in the last two years and hence this does not have any impact on the company. From the ratio analysis most of the ratios turned positive result. This is shows that the company performing well. From the above analysis and the financial data of the company, we can say that the companys performance is good in the year 2010 when compared to the previous year. 5. Prediction for the future The British Airways PLC Company has performed well in the last year compare that of past years. and this may be because of the financial crisis which occurred in the year 2009.as a result of the above analysis the company is expected to perform well in future in order to maintain its standard. For this it should enhance the services and offers given to the customers and also provide good and reliable service. This may help in attracting more customers. The company should offer more facilities compared to the other telecommunication companies and this will greatly help the company to develop and grow in the forthcoming years. Conclusion The Vodafone group PLC is a well-established international company in the telecommunication sector and has a good name in the market. The company has failed to perform well in the year 2009 compare to the year 2008 and this may be because of the financial crisis. But in spite of the crisis it had a good financial history in the past years. So there is a strong hope that Vodafone Group PLC will perform well in the coming years.

Nespresso Co. Analysis

INDEX PART 1 I. NESPRESSO: AN INNOVATION OF PROCESS AND OF BUSINESS MODEL a. Nespresso, a brand of Nestle group b. An innovation of product i. High quality Coffee ii. Designed Coffee machines iii. The Club iv. The Boutique Concept c. An Innovation of Business model in the Coffee Industry: II. COUNTRY CLIMATE d. Cultural Environment v. Art vi. Architecture vii. Literature viii. Music ix. Media x. Science e. Social environment xi. Labor law xii. Social protection xiii. Swiss work permits xiv. Hofstede’s model applied to Switzerland f. Economic environment xv.Economic indicators g. Political Environment xvi. General Background xvii. Political structure xviii. Policy issues xix. Foreign policy III. ADVERTISING REGULATION I. NESPRESSO: AN INNOVATION OF PROCESS AND OF BUSINESS MODEL a. Nespresso, a brand of Nestle group Nestle is one of the largest food and Nutrition Company in the world, and global leader in the â€Å"mass market coffee†. The firm’s strategy is mainly based on innovation. Always looking for new market to enter in or new product to develop, Nestle has a position of pioneer in almost the food and nutrition market.The main objective of this strategy is to be, and stay, in the leadership position and benefit from the first mover advantages. The coffee market is a remarkable example of this aspect of Nestle’s strategy. Nestle was the first to propose instant coffee and this particular product brought the company to the position of leader on the mass coffee market. The second success of Nestle in the coffee market is the launching of Nespresso, a subsidiary company (but with almost a complete autonomy) specialized in Espresso.The initial strategy of Nespresso, launched in Italy, Switzerland and Japan, was to focus on the professional market (Business to Business) and target the restaurants and bureaus in order to sell machines and capsules. This orientation was a total failure and Nespresso had to rethink its strategy. That is why they developed a new business model based on a BtoC luxury, innovative and unique experience strategy that revolutionized the consumption of Coffee. Indeed, Nespresso is a success thanks to its double innovation: An innovation of product and an innovation of Business model. b. An innovation of productThe real innovation of Nespresso is portioned out coffee. Using a Nespresso machine, you can make an Espresso from special capsules containing high quality coffee. However, the company not only sells high quality and design machines or capsules, its sells a concept. Buying a Nespresso machine allows you to enter the Club Nespresso, where people do not â€Å"drink† coffee, but they taste it, they savour it. The image of privilege is characteristic of the luxury market, and that is what Nespresso is going for: a luxury product and image. This aspect is noticeable when you take a look at the designs.Nespresso’s machines, logo and boutiques are designed by a design agency (Future Brand Paris), following two orders: perfection of the forms and ambivalence (in order to send this message of privilege). Therefore, Nespresso is selling a combination of three elements: the machine, the capsule, and the club Nespresso. i. High quality Coffee More than 16 grands Crus are available from Espressos to Decaffeinatos, Lungos and Pure Origine. We can notice the use of the word â€Å"crus† in Nespresso website communication – that is usually used for wines – which indicates the will to promote Nespresso Coffee as a luxury product. i. Designed Coffee machines Offering timeless designs, high technology functions and user-friendliness, every detail has been carefully considered to provide the consumer with the ultimate experience. iii. The Club The Nespresso club is dedicated to providing the ultimate coffee experience for its members. It offers several benefits: Quick and fast order (phone or internet), an efficient service assistance for your ma chine, you can benefit from the services of coffee specialists who will make you taste new flavours and also have all the News about the brand in exclusivity.Nespresso has succeeded in creating a real experience and a real brand community belonging among the Nespresso clubs members thanks to all this benefits and thanks to exclusive accessories and items such as the Nespresso magazine that creates a real luxury system of values around the brand. iv. The Boutique Concept The luxury universe of Nespresso is physically symbolized by the Nespresso Boutique Concept that invites consumers to experience the unique world of Nespresso in modern and stylish Boutiques.In this warm, comfortable and cosy area, the club members can discover the premium blend coffees, limited edition varieties, all the machines and accessories and also benefit from personalized advice provided by coffee specialists. c. An Innovation of Business model in the Coffee Industry: The concept developed by Nespresso is pr otected by 70 patents (for machines, capsules and the service). The first ones expire in 2012, until then, the company as a complete monopoly. Nespresso is giving licenses to several industrial companies (such as Krups, Magimix, Alessi and Saeco in France) in order to produce the machines in exchange for royalties.The machines are then sold in malls, and all kinds of store selling household electrical applicants (Darty, Boulanger in France). However, the distribution of the capsules is completely different. The capsules are only sold in â€Å"confidential† boutiques dedicated to Nespresso. Moreover, capsules and machines form an integrated system. In fact, when a customer buys a machine, he then can only use Nespresso capsules. So even if the sales of the machines only represent 4% of the company’s turn over (compare to 96% for the sale of capsules), they play key roles in Nespresso’s global strategy.This integrated system work exactly as the ones we observe in the printer market. II. COUNTRY CLIMATE a. Cultural Environment The regionalism in Switzerland makes it very difficult to speak only one language. They are influenced by Germany, Italy and France. Furthermore, the Rhaeto-Romanic culture in the eastern mountains of Switzerland is robust. i. Art The Folk Art still exists because organizations all over the country strive to preserve it. It includes fields like music, dance, poetry, wood carving and embroidery (usually showed on traditional clothing).In addition, there are some forms of arts that are only kept in the mountains, like Yodeling (a type of singing) or accordion (music instrument) or even alphorn (a music instrument which is more popular but only in some areas). The melodies of folk music vary between regions. In particular, the Alpine Folk culture is characterized by very expressive dances. Some small musical ensembles are practiced in mountains area, usually in the French speaking part of Switzerland. Moreover, there is th e Visual Art: in the 16th century, Protestantism had a strong influence on it in Switzerland.Some painters became very famous like Alberto Giacometti, Jean Tinguely and Paul Klee. Finally, the artistic Dada movement was created in Switzerland in the 1910’s. ii. Architecture Swiss people have a strong architectural tradition. We can found the Romanesque style of the 12th century in cathedrals (like in Basel, Sion, Chur, Geneva and Lausanne) and on castles or fortresses. There are also some cathedrals in Gothic style (in Schaffenhausen, Zug and Zurich) and in Baroque style (Einiedeln and St. Gallen). iii. LiteratureSwitzerland produced worldwide renowned writers, like Jean-Jacques Rousseau (Geneva), Jacob Burckhardt (Basel), Germaine de Stael (her house was a center of European Literature in 18th century), Gottfried Keller, Conrad Ferdinand Meyer, Jeremias Gotthelf, Charles Ferdinand Ramuz and Hermann Hesse and Carl Spitteler (who both won a Nobel prize for their work). iv. Mus ic Switzerland has not really a musical tradition, except some composers, in the 20th century, like Arthur Honegger, Othmar Schoeck and Franck Martin. In Lucerne there is the Lucerne Festival of International Music and, in Montreux, the Montreux Jazz Festival. . Media The most important regional media in Switzerland is newspapers; some of them are renowned for their thorough coverage of international issues, like  « Neue Zurcher Zeitung  » (Zurich) and  « Le Temps  » (Geneva). Television has a great role too in the modern culture lifestyle in the country. The national public broadcaster is SRG SSR. It offers three networks, one for each language spoken (German, Italian and French). vi. Science There has been a long tradition of Swiss scientists since Paracelsus who introduced the field of chemistry into medicine in the 16th century.The Bernoulli family is known for their contribution to mathematics. Leonard Euler is another famous mathematician. Horace-Benedict de Saussure w as a naturalist and pioneer in Alpine studies. In the Federal Institute of Technology in Zurich there were a lot of Nobel Prices. Finally, Albert Einstein, who was born in Germany, moved to Switzerland and became a Swiss citizen. b. Social environment i. Labor law While the European Union implemented a strong regulation regarding employer/employee relationship, the labor law in Switzerland is few regulated and is more oriented in favor of the employers.For instance, the termination legislation is not detailed: there must be a â€Å"cause† but in case of a dispute between an employer and an employee, a judge in court will make a decision. Some rules about compensation in case of termination exist but they are not generous. On the other hand, sickness is not a reasonable cause for it, on a sliding scale which permits up to 180 days of sickness after six years of employment. Furthermore, employers can impose an up to three weeks non-competition agreement to their employees. Even if overtime is allowed, the maximum work-week is 45 hours; however, this limit does not apply to managers.In addition, a minimum of four weeks’ vacation is required per year. As far as maternity leave is concerned, return to work is only possible after 6 to 8 weeks. Nevertheless, Switzerland is progressively influenced by the EU social environment. ii. Social protection Resident individuals and individuals with gainful activity in Switzerland have to contribute to the Federal Old Age and Disability Insurance plan and to the federal unemployment insurance plan. Today, the contribution to the Federal Old Age and Disability Insurance plan is half paid by the employer and half by the employees and amounts to 12. % of total employee remuneration. The unemployment contributions represent 2. 2% of total employee remuneration on an annual basis. In addition, in most cantons, health and hospitalization insurance is mandatory. As a result, some companies propose to contribute to their employees' health insurance or they implement group-insurance models for them. Moreover, Switzerland is one of the OECD countries which have the highest unemployment benefits: it offers to unemployed people more than 70% of average earnings. As a consequence, Swiss low-paid people lose more money by going back to work than being unemployed. iii.Swiss work permits The available residence and work permits are the ‘120-day' permit, the class A, B or C permits, the fiscal deal permit and the political refugee permit. Except the ‘120-day', other permits are subject to quotas. However, agreements signed with the European Union are progressively implementing EU freedom-of-movement rules which may finally enable EU citizens to by-pass the quota permit system. iv. Hofstede’s model applied to Switzerland In the frame of the Hofstede model, the highest cultural dimension of the Swiss population is its Masculinity (MAS) at a value of 70 compared to a European average of 59.T his implies that there is a strong difference from a gender perspective and that men are very competitive. The second highest Hofstede dimension in Switzerland is Individualism (IDV) whose level is at 68, compared to a European average of 61. Therefore, the Swiss inhabitants are characterized by their individualism: if they care about themselves and their family, they are not prone to interfere in others’ life. This cultural aspect is in adequacy with the non-commitment of Switzerland to the European Union. The lowest cultural characteristic of Switzerland is Power Distance (PD) at 34 compared to a European level of 45.This demonstrates that in the Swiss culture the power tends to be equally distributed among all the members of the society. c. Economic environment Switzerland is one of the world's most stable economies. In fact, its policy of long-term monetary security and political stability has made it a safe haven for investors, creating an economy that is increasingly de pendent on a steady tide of foreign investment. Because of the country's small size and high labor specialization, industry and trade are the keys to Switzerland's economic livelihood.The highly qualified labor force is performing highly skilled work. The main areas include micro technology, hi-tech, biotechnology and pharmaceuticals, as well as banking and insurance know-how. The service sector now employs the greatest number of people. Swiss companies are extremely competitive in world markets. In some branches, more than 90% of goods and services are exported. The best-known export items are watches, chocolate and cheese, but in fact mechanical and electrical engineering and chemicals together account for over half Swiss export revenues.The largest company is Nestle, the biggest food company in the world. It has around 278,000 employees, about 97% of them outside Switzerland (2009). In 2010, 15 Swiss firms, including the pharmaceutical giant Novartis (No. 160) featured on the â⠂¬Å"Fortune Global 500†, an annual ranking of the 500 most powerful corporations which is compiled by the eponymous American business magazine. Switzerland is also known as a financial centre; it is a central pillar of the Swiss economy, generating over 11% of Swiss GDP. The most important players are banks, followed by insurers.Switzerland has achieved one of the highest per capita incomes in the world with low unemployment rates and a low budget deficit. Swiss wages are higher than in the rest of Europe because of the cost of living. Statistics released by the European Union in 2002 showed that Switzerland was the third most expensive country in Europe, after Norway and Iceland. The Swiss pay particularly high prices for meat, cooking oil, fish and vegetables. Switzerland is not integrated in the European Union but signed Bilateral Agreements with the EU. It has its own money: the Swiss Franc.As a part of the European continent, its main exports and imports partners are Euro pean Union members: France, Germany, Netherlands, Italy, UK, Austria and Spain. Switzerland does also trade with the US. In 2009, 59. 7% of exports went to EU countries, and 78% of the imports came from EU states. That entails interdependence with those countries’ economies, which are part of the biggest economies and unions in the world. For instance, Switzerland suffered from the worldwide financial crash and economic recession in the early 2000s and in 2008.Switzerland's economy only grew 2. 8% in 2010 because of this 2009 recession. The age of unlimited economic growth in Switzerland is over. Fear of unemployment has been one of the main concerns of the Swiss for several years. Switzerland is concerned that economic activity should have as little impact as possible on the environment. Its energy and transport policies aim to be environmentally friendly. i. Economic indicators GDP – official exchange rate| $522. 4 billion (2009 est. )| GDP – real growth rate| 2. 8% (2010 est. )|Labor force | 4. 13 million (2009 est. )| Unemployment rate | 3. 9% (2010 est. )| Population below poverty line| 7. 4% (2009 est. )| Investment (gross fixed) | 19. 9% of GDP (2009 est. )| Budget – revenues| $192. 1 billion| Budget – expenditures| $194. 2 billion| Public debt| 39. 6% of GDP (2010 est. )| Inflation rate (consumer prices) | 0. 7% (2010 est. )| Current account balance | $49. 35 billion (2010 est. )| Exports | $235. 2 billion (2010 est. )| Imports | $220. 4 billion (2010 est. )| Debt – external| $1. 19 trillion (30 June 2010)|Stock of direct foreign investment – at home | $514 billion (31 December 2010 est. )| Stock of direct foreign investment – abroad| $814. 6 billion (31 December 2010 est. )| d. Political Environment i. General Background In 1848, Switzerland became a modern federal state, and its official name is Swiss Confederation. Switzerland’s form of state is federal republic and comprises 26 semi-aut onomous cantons and half-cantons. The government consists of seven members, whom are elected by the Bicameral Federal Assembly, and the government members work as president in turns.Also, the Swiss people have rights to influence poetical concerns with the help of the highly developed system of direct democracy, which is strongly supported by the federal constitution. Moreover, the neutral position taken by Switzerland in the world allows it to act a vital humanitarian role in the global affairs and to perform as an arbitrator between conflicting parties. ii. Political structure Based on the constitution of 1848 with revisions in 1874 and 2000, Switzerland formed its own legal system, which is viewed as a highly effective system in the world. National legislature Bicameral Federal Assembly, the parliament of Switzerland, comprises National Council of 200 seats and Council of States of 46 seats. While both of National Council and Council of States are elected directly, whereas the nu mber of seats from each canton in the National Council is assigned in accordance to the size of the population. Moreover, if any code passed by both chambers that revised the constitution, it has to be submitted to a public vote. In Switzerland, as in all democratic countries, citizens elect representatives to act on their own behalf.Also, Switzerland gives its citizens the chance to take a direct participation in decision-making. Compared with other countries and places giving citizens important roles in decision making, such as Italy and several states in US, the direct democracy in Swiss legal system is regarded as the most extensive one in the world. Generally, provided the 100,000 signatures to petition for a referendum, the Swiss citizens can initiate changes to the constitution in order to either propose their own legislation or oppose certain legislation existed in the current legal system. State legislature Switzerland is divided into 23 cantons, three of which are divided into half-cantons. Each of the 26 cantons and half-cantons has a parliament, elected by universal vote, and a government, the organization of which varies. The federal president is in charge of all 26 states. The president is selected among the members of the Bicameral Federal Assembly by rotates annually. iii. Policy issues The current hot spots of policy issues in Switzerland include fiscal stability, economic recovery, and reform of the state social security schemes.Besides, the severe appreciation of the Swiss franc forced the central bank in Switzerland to tend to adopt exchange rate following euro. The Swiss government believes further trade liberalization of the economy will remain a significant goal in the future. Also, the foreign policy will focus on the relationship with the EU, with the purpose of achieving more opportunity in the global business world. iv. Foreign policy As the world moves forward, Switzerland both formulates corresponding foreign policies and modifies the policies already approved to face its emerging challenges.Therefore, the government has defined the foreign policy objectives to regulate the foreign policies, including peaceful coexistence of people of all nations, respect for and promotion of human rights, environmental sustainability, representing the interests of Swiss businesses abroad, alleviating need and poverty in the world. III. ADVERTISING REGULATION a. General Regulation in Advertising Almost all of countries have a series of advertising laws to regulate business activities. Advertising may potential drives and persuades consumers into commercial transactions that they may not receive the promised value of products.Therefore, in many countries, government enacts advertising law to control false and deceptive advertising and protects consumers’ right to know that they are getting all necessary information the product should have. Legislation department has the responsibility to regulate the advertising market in terms of control comparative advertising, protect consumers’ right, as well as protect public interest which devotes to prohibit misleading, exaggerate advertising. Some European countries also carry out Market Surveillance which aims to establish authorities to be responsible for market surveillance.These authorities should have the necessary resources and powers to supervise any business activities that involve unfair consequences. For example, surveillance authorities have the responsibility to check whether a product is qualified for applicable safety requirements. If not, actions should be taken to make the product compliant; otherwise, sanctions will be conducted. b. Switzerland Regulation in Advertising Specifically to Switzerland, although it is not a member of the European Union to follow European Law, the country itself has a relatively restrict advertising regulations on media communication, especially television advertising.The most important law regulating adv ertising is the Federal Law against Unfair Competition (Bundesgesetz uber den unlauteren Wettbewerb (UWG) prohibiting any unlawful behavior or business conduct that betray the principle of good faith. The Swiss advertising industry has adopted its own professional ethics in the principles of the Swiss Commission for Integrity of Advertising. The country conducts the Act against Unfair competition which particularly emphasizes on consumer protection. â€Å"Art 3 Lit. Lit. † of this Act regulates unfair and aggressive competition advertising and should avoid influence on consumer’s buying decisions to buy products or services. In addition, this Act regulates duration of advertising and interruption of programs, tele-shopping, sponsorship, self-promotion, product placement, and so on related to television advertising. For example, this regulation prohibits any advertising involves religious or political advertising, incorrect, misleading advertising, subliminal advertisin g, and surreptitious advertising.Tele-shopping presents a direct communication platform to sending out messages containing direct offers for sales of goods to consumers, therefore, the Act only allows 1 hour a day for either private or public broadcasters. Plus, encourage teenagers to contract for the sales of goods or services are not allowed. Furthermore, the Act also mentions about the presence of products in a television programs. It is not allowed to present a special focus on certain products or promotion of the products during a TV program; otherwise, it can be treated as surreptitious advertising.INDEX PART 2 I. NESPRESSO  : ITS INTERNATIONAL EXPANSION II. COUNTRY CLIMATE OF MEXICO h. Cultural Environment i. Language ii. Family Values iii.  «Ã‚  Machismo  Ã‚ » iv. Meal habits v. Religion vi. Coffee habits vii. Hofstede model i. Social environment i. Overview ii. Demographics iii. Income distribution iv. Education level v. Hierarchical society j. Economic environment i. Overview ii. Trade and international partnerships iii. Foreign Investment iv. Agriculture and focus on coffee k. Political Environment i. General Background ii. Political structure iii.Policy issues iv. Foreign policy III. ADVERTISING REGULATION IN MEXICO I. NESPRESSO  : ITS INTERNATIONAL EXPANSION Nespresso always aimed at being an international brand. When Nespresso started, the strategy was to focus on the professional market by marketing restaurants and offices (Business to Business). They launched their machines and capsules in Japan, Italy and Switzerland. In fact, the brand did not just launch its products on the domestic market to see if the business model was effective, they immediately acted at an international level.This strategy was a failure and Nespresso changed its business model in 1988. From then on, Nespresso has been focusing on the public market (Business to Consumer) by restraining the distribution of their products to their own boutiques. Again, they directl y launch their products with their new strategy in France, Italy, Switzerland, United States and Japan. Now the brand is present and successful in more than 50 countries all around the world. We are now going to focus on Mexico. Nespresso is already present in Mexico since 2008 and the brand opened seven stores in the city of Mexico DF.Here is the youtube link of the opening of one of these stores in Mexico DF: http://www. youtube. com/watch? v=ZDSqINiIfeA II. COUNTRY CLIMATE OF MEXICO a. Cultural Environment i. Language Due to the Spanish control of Mexico, the main and official language in Mexico is Spanish, but Mexico is also a home to a great amount of indigenous languages, spoken by 5. 4% of the population. Eighty percent of the Mexicans who speak a Native American language also speak Spanish. Approximately, more than 100 Native American languages are still used in Mexico.Among all of these Native American Languages, Nahuatl, the most important and popular one, is the primary l anguage of more than one million Mexicans and it is spoken by almost one-fourth of all the Native Americans in the country. This language is followed by Maya spoken by 14% of Native Americans, and by Mixteco and Zapateco that are both spoken by 7% of the Native Americans. ii. Family Values. The family is a vital factor of the social environment: it is regarded as a significant element in the social structure by the Mexico’s government. The extended family, providing the stability, is as important as the nuclear family.Mexican people are willing to do whatever they can to help their family members. Following the traditions, fathers are the head, and the decision-maker in the majority of the Mexican families. Mothers who are respectful are usually their husband’s secondary. iii.  «Ã‚  Machismo  Ã‚ » Machismo means masculinity. From a Mexican perspective, to make remarks to a woman is considered normal and is not harassment. The Mexican men believe that nothing must b e allowed to tarnish their image as a man. They are very proud of being a man and, if you hurt this, they can get very aggressive because they think that it is their right. v. Meal habits Due to the diversity and richness of cultural environment, people in Mexico are fond of great eating and drinking: this is a common characteristic in Mexican society. As known to all, Mexican cuisine plays an important role in world cuisine system and it represents the country’s image. The most popular ingredients of Mexico food are beans, rice, corn, tomatoes, papayas, vanilla, and peppers. In addition, Mexican people have a great variety of drinks: the most popular one is tequila but they also drink a lot of soft drinks and beers.Mexicans usually have a light breakfast that includes coffee and/or a fruit before they leave to go to work or school. Then, halfway through the morning, they have a tortilla or a bread roll. The  « comida  » is the most important meal of the day and it is ser ved between 2 and 4 pm. It has three or four courses, soup, rice or pasta, meat accompanied with tortilla and refried beans and dessert. Dinner is served between 8 and 10 pm and they usually have sweet rolls, coffee and milk. They mostly eat outdoors. v. Religion The main religion in Mexico is Roman Catholicism.After the Spanish conquest, the Mexicans really accepted the catholic religion with its beliefs and practices but they did it on the basis of their pre-Hispanic religious beliefs. For instance, the Virgin Guadalupe was associated with the pagan goddes Tonantzin. As a result, their Catholicism is usually described as syncretism. The Catholic beliefs pervade the life of every ordinary Mexican because the Catholic Church has been a powerful institution in the Mexican history. Its relation with the state has been very tense. We can see that in the last decades the Protestant religion has been very present in the South of Mexico. vi.Coffee habits Worldwide speaking, the consumptio n of coffee is growing significantly due to the technical innovation that reduces the processing time. Also, with the advance of telecommunication, the distributors also get benefit from buying quantities on a â€Å"just in time† basis. From a traditional point of view, coffee is considered as a commodity in many developing countries, especially in Latin America. Unlike developed countries where coffee drinking and cafe places are growing rapidly in high demand, the coffee drinking habits in Mexico grow relatively slowly due, in particular, to the underdeveloped social infrastructures.The Mexicans have a way to drink coffee which is kind of unique: they like to add a small amount of cinnamon to the ground coffee before brewing it, so that it adds a distinct flavor and reduces the acidity. Some do put cinnamon sticks and brown sugar in it but for example, in Veracruz, they usually drink instant coffee that they call  « Americano  ». The very Mexican thing about coffee is t hat they like it flavored atole. Atole is a kind of watery form of corn pudding that you can drink. They have Atole of a lot of ingredients (vanilla, chocolate, etc†¦).Based on above analysis and the insight of change in Mexico society, companies and business organizations should focus on attracting more customers with higher purchasing power who are eager for better products and services. Additionally, providing aggressive advertising enhancing family values and interactive communications to consumers in Mexico is also very vital because it may have a potential to acquire more than 100 million untargeted consumers. vii. Hofstede model Mexico is similar to many Latin countries when Hofstede's Dimensions are compared and analyzed.Mexico's highest Hofstede Dimension is Uncertainty Avoidance (UAI) (82), indicating the society’s low level of tolerance for uncertainty. In an effort to minimize or reduce this level of uncertainty, strict rules, laws, policies, and regulations are adopted and implemented. The ultimate goal of this population is to control everything in order to eliminate or avoid the unexpected. As a result of this high Uncertainty Avoidance characteristic, the society does not readily accept change and is very risk adverse. This is a real challenge for a brand as Nespresso which is a new concept of coffee consumption.Mexico has a low Individualism (IDV) ranking (30), but is slightly higher than other Latin countries with an average 21. The score on this Dimension indicates the society is Collectivist as compared to Individualist. This is manifest in a close long-term commitment to the member ‘group', be that a family, extended family, or extended relationships. Loyalty in a collectivist culture is paramount, and over-rides most other societal rules and regulations. The society fosters strong relationships where everyone takes responsibility for fellow members of their groupMexico has the second highest Masculinity (MAS) ranking in Latin America (69). This indicates the country experiences a higher degree of gender differentiation of roles. The male dominates a significant portion of the society and power structure. This situation generates a female population that becomes more assertive and competitive, although not at the level of the male population. Another dimension in which Mexico ranks higher than other Latin neighbors is Power Distance (PDI) with a rank of 81, compared to an average of 70.This is indicative of a high level of inequality of power and wealth within the society. This condition is not necessarily subverted upon the population, but rather accepted by the culture as a whole. This is a â€Å"good point† for Nespresso who position itself as a luxury brand because the healthy and powerful part of the population can see in Nespresso a way to show and affirm their superior social status. b. Social environment i. Overview The social environment in Mexico is very complex and polarized in ter ms of income distribution, social status, and education level throughout the country.In late 1990s, the Mexican economy has started to emerge because of the commercial liberalization with a rising class of affluent elite which contrasts to majority of poor people in both rural and urban areas. The major social condition in Mexico accounts for a rapid increasing in population with an inequitable income distribution. The recent decrease in the rate of mortality as well as in the rate of fertility contribute to shape an older population in Mexico which, in turns, impacts the future demands in consumption, employment, education as well as other social indicators.According to Global Consumer Survey 2009 of the consultancy Accenture, â€Å"Mexicans are facing a state of volatility, which approximately half of consumers in Mexico are not satisfied with services and products they received right now and expect to high quality products and service. † In addition, an additional study re veals that 29% of merchants are not satisfied with their current suppliers and they are favor of looking for high-quality innovated products and services with wider varieties of options. ii. Demographics * PopulationAs shown in the latest census conducted in 2010, Mexico’s Population is 112,336,538, becoming the most populous Spanish-speaking country in the world and the eleventh most populous country in the world. Moreover, the Mexican population grows at 1. 102%. * Age structure The age structure is as followed: – 0-14 years: 28. 2% (male 16,395,974/female 15,714,182); – 15-64 years: 65. 2% (male 35,842,495/female 38,309,528); – 65 years and over: 6. 6% (male 3,348,495/female 4,113,552) (2011 est. ). * Urbanization 78% of total population is urbanized (2010) and the annual rate of urbanization is 1. % (2010-15 est. ). It is interesting that Mexico City is the second-largest urban agglomeration in the Western Hemisphere, after Sao Paulo (Brazil), but bef ore New York-Newark (US). iii. Income distribution Mexico has been regarded as a highly unequal country for a long period. Mexico has the second highest level of income inequality in the globe, becoming one of the 20 countries with the highest degree of inequality. The Figure 1 shows data on Mexico’s gini coefficient, which is a measure to evaluate the level of undistributed income, from 1950 to 2004.As shown in the Figure 1, although Mexico reduced inequality in a great extent during the 1960s and 1970s, Mexico has not solved the problem of unequal distribution of income since the 1980s. Moreover, Mexico has the highest level of relative poverty in the Organization for Economic Co-operation and Development (OECD). Compared with average level in the OECD, one in every ten people being poor, the Mexico has higher percentage, one in five. This means that virtually 50% of Mexicans cannot live with its current income. The figures 2 and 3 below show the movement of the gini coeffi cients of urban nd rural areas respectively in Mexico from 1994 to 2006. The inequality of income in urban areas of Mexico has steadily declined since 1994. Furthermore, the inequality in rural areas experienced an increasing trend from 1994 to 2000, and then declined since 2000 to the 1994 levels. Moreover, the significance of unequal income distribution in both urban and rural areas are approximately the same. iv. Education level According to the analysis of data, Mexico’s government amount of expenditure in the field of education is $28 billion every year, as much as 4. 8% of GDP, which ranks the 69th in the world compared with other countries.The Mexican education system is divided into four levels, preschool, compulsory basic education, upper secondary education, and higher education. Among the four levels of education system, the government is only officially responsible for providing compulsory basic education. The whole system enrolls nearly 31 million students, 86% o f population aged three to 25. The literacy rate is 91. 4%. The key issues in Mexican education system is insufficient enrollments and high dropout rates above the primary level, insufficient supply of upper secondary schools, and low student achievement levels. v. Hierarchical societyThe Mexican society are highly stratified and vertically structured. The hierarchical relationships are emphasized in the Mexican society. The people in the Mexico would like to respect authority and power, and follow those who are above them for guidance and decision making. It is interesting that the rankings are important in Mexico, and therefore those having more authority should be treated with respect. The belief of hierarchy makes it important to know the chain of hierarchy in your surroundings, and Mexicans know about how each individual fits into each hierarchy, such as family, friends or business. . Economic environment i. Overview Mexico is the second largest national economy in Latin Americ a. It is assessed by the World Bank as an upper-middle-income country. Poverty is a serious Mexican issue as around 47% of the population lived below the poverty line in 2008. As a consequence, since 2002, the Mexican Government has implemented a social assistance program called Oportunidades to address the worrying problems of poverty; this program replaced the previous program Progresa created in 1997.In 1983, Mexico was a highly inward-oriented economy with a government that was outspoken in its criticism of multinational companies. However, after years of stagnant economic activity and high inflation in Mexico, the government liberalized the trade sector in 1985 which led to the resumption of economic growth. Since the devaluation of the peso in 1994, macroeconomic indicators have improved: for instance, inflation and public sector deficits are now under control. Nevertheless, in 2009, the economy experienced its deepest recession since the 1930s: Mexican gross domestic product (GDP) tightened by 6. %. This recession was mainly due to weaker exports to the United States, to a reduction in oil revenues, to the consequences of H1N1 influenza on tourism and to lower remittances investment from abroad. In fact, Mexico is largely dependent on the money sent home by the millions of migrant workers in the US: remittances average per year stands at around U. S. $21 billion. A major part of remittances is used for immediate consumption (food, housing, health care, education) but some of them permit the implementation of shared projects and the improvement of infrastructure.In 2010, Mexico’s economy created 730,348 jobs. According to Bloomberg’s forecast, the Mexican growth will slow to between 3 percent and 4 percent in 2011 after a growth of 5. 1 percent in 2010. The underlying reason is that Mexico's economic fate is closely tied to that of the United States. However, Mexico’s central bank reaffirmed its willingness to cut interest rates if t he global economy further deteriorates. The average Mexico's unemployment rate from 2000 until 2010 was 3. 45 percent reaching an historical high of 5. 93 percent in May of 2009 and a record low of 2. 2 percent in November of 2002. In September 2011, it was at 5. 26 %. According to data collected by Doing Business, â€Å"starting a business there requires 6 procedures, takes 9 days, costs 11. 2% of income per capita and requires paid-in minimum capital of 8. 4% of income per capita†. On the ease of starting a business, the Doing Business 2012 rank of Brazil is 75 out of 183 economies, compared to a 2011 rank of 66. This means Mexico lost 9 places in one year. Finally, the average Doing Business 2012 rank of Mexico is 53 out of 183 economies, compared to a 2011 rank of 54.This means Mexico wins 1 place in one year. ii. Trade and international partnerships As an export-oriented economy, more than 90% of Mexican trade is under free trade agreements (FTA). In fact, Mexico's trade is shaped by 44 FTA; among them, there are the ones with the United States and Canada through the NAFTA (North American Free Trade Agreement) since 1994, with the European Union since 1999, and with Japan since 2004. Mexico is the United States’ second-largest export market and third-largest trading partner. A large part of U. S. xports to Mexico is electronic equipment, motor vehicle parts and chemicals. Trade issues are mainly settled through direct negotiations between the two countries, via World Trade Organization (WTO) or via the formal dispute settlement procedures of NAFTA. Foreign direct investment (FDI) in Mexico for 2009 was $14. 4 billion, and it decreased of 51% from the previous year. Almost a half of FDI comes from the U. S. (Bureau of Western Hemisphere Affairs). iii. Foreign Investment The Mexican amount of foreign direct investment (FDI) in 2009 was $14. 4 billion, i. e. decline in 51% from the previous year. 45% comes from the U. S. which was once again th e largest foreign investor in Mexico of reported FDI ($6. 4 billion FDI from the U. S. ). The decrease of this figure can be mainly attributed to the 2008 and 2009 economic slowdown in the United States. iv. Agriculture and focus on coffee Only 11% of Mexico's land area is cultivable and only less than 3% of it is irrigated. Mexico’s most revenue-producing crops are corn, tomatoes, sugar cane, dry beans and avocados but Mexico also takes advantage of its production of beef, poultry, pork, and dairy products.The Mexican agriculture has benefitted from the implementation of NAFTA but structural inefficiencies continue to represent a hindrance to improvements in productivity and living standards for many famers in the agricultural sector. In fact, the Mexican agricultural landscape is largely characterized by small-scale producers, a lack of infrastructure, inadequate supplies of credit, a communal land structure for many producers and a large subsistence rural population that i s not part of the formal economy. This is the reason hy the number of Mexican farmers is decreasing as they see more opportunities in the industrial sector and in cities. In addition, at the beginning of 2011, the Mexican agriculture had to face rough climate conditions: Mexico, and in particular, the northwestern state of Sinaloa, known as the â€Å"Bread Basket of Mexico†, was hit by unusually cold temperatures in January and February. In total, this is more than 1. 5 million acres of corn, vegetable, citrus and other crops that were either damaged or destroyed in Sinaloa, representing a preliminary economic loss of approximately one billion dollars.The cold weather also hit the 2010-2011 harvest of coffee. Mexico is the world’s seventh largest coffee producer after Brazil, Vietnam, Indonesia, Colombia, India and Ethiopia and it constitutes one of the leading suppliers of organic, shade-grown coffee. The country has 480,000 coffee growers; most of them are working on small parcels of land of less than 5 hectares in size. Coffee growers are mainly located in Chiapas, Veracruz and Oaxaca for a production of 268,000 metric tons a year.If the Mexican coffee consumption per person is rising – it has doubled since 2000, it remains low at about half the equivalent consumption of the coffee-growing Central American nations. Therefore, 62% of the coffee harvest is still exported, generating $400 million annually. d. Political Environment i. General Background Mexico is a federal presidential representative democratic republic based on a congressional system. It comprises thirty-one states and a Federal District, the capital city. The president of Mexico is both head of state and head of government, and of a multi-party system.The federal government represents the United Mexican States and is divided into three branches: executive, legislative and judicial, as established by the Political Constitution of the United Mexican States, published in 191 7. ii. Political structure The executive power is exercised by the executive branch, which is headed by the President and his advisers, secretaries independent of the legislature. Legislative power is represented by the Congress, a two-chamber legislature comprising the Senate and the Chamber of Deputies.Judicial power is exercised by the judiciary, consisting of different institutions such as the Supreme Court of Justice of the Nation, the Council of the Federal Judiciary and the tribunals. Political parties must be registered in the Federal Electoral Institute (IFE) and must obtain at least 2% of votes in the federal elections to be kept in their registry. Although in 2010 there were 7 different parties the three most important are National Action Party (PAN), the Party of the Democratic Revolution (PRD) and Institutional Revolutionary Party (PRI).Political parties are allowed to form alliances or coalitions to nominate candidates for any particular election. iii. Policy issues Dr ug-traffic, narco-related activities and police corruption are a major concern in Mexico. More than 30,000 people have been killed by drug violence since 2006. The current president Felipe Calderon made abating drug-trafficking one of the top priorities of his administration. There has been a tendency to increase the militarization. Mexican Army was deployed to cities where drug cartels operate.This action has been heavily criticized, even by the National Human Rights Comission, but unprecedented results have been obtained fighting against drug carterls and reducing violence. In October 2007, the president Calderon and US president George W. Bush announced the Merida Initiative a historic plan of law enforcement cooperation between the two countries. This initiative tries to confront criminal organizations whose illicit actions undermine public safety, erode the rule of law, and threaten the national security of the United States. In 2008, Congress approved an initial $400 million f or Mexico. v. Foreign policy Mexico takes part in many international organizations such as: the United Nations, the Organization of American States, the organization of Ibero-American States, the OPANAL and the Rio Group. Mexico has also presence in major economic groups: G8+5 and G-20. Nowadays, Mexico’s largest trading partner is the United States which is one of the most relevant players in the world of affairs. On the other hand, Mexico has given support to the Cuban government since 1969, the Sandinista Revolution in Nicaragua and leftist revolutionary groups in El Salvador during 1980. III.ADVERTISING REGULATIONS IN MEXICO Advertising in Mexico is highly regulated: there are at least seven federal laws, five federal regulations and a variety of Mexican official standards. In addition to that, state laws and regulations are applied to advertising. The most important law regarding advertising is the Federal Law for Protection of Consumers (FLPC). Article 32 of FLPC establ ishes that an advertisement has to be truthful and verifiable. It also must not contain any text, dialogue, sounds, images, marks, geographical indications or other indications which could induce consumers into error or confusion.Consumers must not be misled as to the qualities and characteristics of an advertised product or service; or into thinking that such a product or service is better than one offered by a competitor when this is not the case. Comparative advertising is allowed if the information is not deceptive or abusive. â€Å"Deceptive† or â€Å"abusive† descriptions are described as inducing consumers into error or confusion due to the inexact, false, exaggerated, artificial or tendentious form in which the information is presented. The advertiser need not include any reference to the registration status of a trademark or patent used in an advertisement.In order to have the trademark, the company has to provide information about: * The kind of media used to advertise the mark in Mexico and, if applicable, in foreign countries; * The timescale for use of the mark in advertising in Mexico and, if applicable, in foreign countries; * The financial amount invested in advertising the mark in Mexico and in foreign countries during the previous three years. The Consumers Federal Bureau is the regulatory body charged with examining alleged breaches of the FLPC. Where an dvertisement is found to be infringing, the bureau can: * Order the infringing party to stop using the advertisement; †¢ Order the infringing party to alter the advertisement to prevent further breach; †¢ Impose a fine from $332. 52 and up to $1,064,044. 07 Mexican Currency. Wrong comparative advertising entails unfair competition and refers to the trademark infringement provisions set out in Paragraph X of Article 213the Industrial Property Law. Underage consumers and other susceptible groups of the society are under special protection in Mexican law.On the 10th of A ugust of 1990, Mexico ratified the United Nations Convention on the Rights of the Child. Article 1 of the Convention defines a child as a person below the age of 18. Article 17(e) obligates member states to ‘encourage the development of appropriate guidelines for the protection of the child from information and material injurious to his or her wellbeing’. Local regulations also contain specific information regarding to the marketing of alcohol and tobacco for children, the use of crude language and sexual content in advertising.Children’s advertising must not offend national or family values, or encourage hazardous or harmful activities. The three government bodies primarily responsible for the regulation of children’s advertising are the Ministry of the Interior, the Attorney General for Consumer Protection, and the Ministry of Health. The Federal Law on Radio and Television makes compulsory the approval by the Ministry of The Interior of all radio and te levision advertising. Advertisers must avoid: * Statements that promote racial discrimination or that denigrate or offend national heroes or religious beliefs. Statements that promote criminal acts, violence or vice. * The use of offensive language. * Advertisements that are contrary to public morality or values. * Statements or images that promote the consumption of alcohol, tobacco or illegal drugs. * Statements that may cause public alarm or panic. Federal Law on Radio and Television also provides that children’s programs can be transmitted at any hour. Television and radio advertising must never exceed 18% of the total time of transmission.The Federal Health code extremely restricts the advertising of pharmaceutical products and harmful substances like alcohol, tobacco or pharmaceutical products: * Alcohol and tobacco may never be advertised during television or radio programs broadcast during time periods reserved for broadcasting suitable for all audiences (from 5 am to 8 pm); alcohol advertisements may not be broadcast before 10 pm. * Alcohol and tobacco products may never be given to minors. Children may not be used to sponsor activities relating to consumers under the age of 25 years. Alcohol and tobacco may not be promoted through raffles, contests or collectables intended for children. * Alcohol and tobacco advertising may not use models under the age of 25 years and must never show actual consumption of the product. * Tobacco billboards may not be located within 200 m of elementary or high schools, hospitals, public parks, sports or family centers. * Alcohol and tobacco advertising may never be shown in movie theatres during showings of movies that might be viewed by an underage audience. Alcohol and tobacco advertisements may not appear in elementary or high school materials of any kind, such as notebooks, rulers or books intended for school-age children. * Pharmaceutical products of any kind may not be advertised through cartoons that migh t encourage consumption by children. * Free samples of medication may not be distributed to underage consumers. We can conclude that our brand Nespresso is not going to be over restricted regarding its advertising campaign as it is not an alcoholic, tobacco, pharmaceutical or child product.Nevertheless, Nespresso will have to be really attentive to the trademarks and the Intellectual Property Law and Rights. It will also be necessary to work closely on the radio and television programming. INDEX PART 3 I. COMMUNICATION STRATEGY l. Evolution of Communication Strategies m. International Promotion n. The Nespresso Club o. Events II. INTERNATIONAL STANDARDIZED ADVERTISING STRATEGIES a. TV Advertisings b. Prints c. Social Media Strategy III. RECOMMENDATIONS Since the implementation of its new positioning on the Business to Customer market in 1988, Nespresso has developed a very coherent and strong communication strategy.In fact, every single event Nespresso launched (a new product, a new store, a new event or a new advertising) makes sense, strengthens its strategy and promotes its luxury positioning. Nothing is a coincidence. For instance, on November 7th of 2011, Nespresso opened its first store in an airport: the Orly Airport in France. The stake was not about the opening of a new store in France or of a first store in an airport; it was about providing a new service to its clients by making them get Nespresso capsules easier.Indeed, in its communication report, Nespresso mentioned that this store does not aim at targeting new potential customers but at offering an additional service to the members of its community. In this part, we will focus on the characteristics of the international promotion of Nespresso. I. COMMUNICATION STRATEGY a. Evolution of communication strategies Nespresso’s success in a great extent depends on the communication strategies Nespresso took in its whole developing stages.Nespresso actively get to know what the customers’ demands and expectations are through various researches and investigations in different countries. Besides, aiming at these various demands and expectations, Nespresso determined diversified communication strategies according to the brand’s different phases in life cycle, such as imitation phase, developing phase, and maturity phase. Due to the effective adoption of these communication strategies, the existing customers’ loyalty increase steadily, and an increasing number of potential customers switch to new customers as well.Moreover, as the Nespresso developed and expanded, Nespresso’s managers pervasively applied the most effective communication strategies in the global markets, with special adjustment in different countries’ markets. As following stated, Nespresso applied several communication strategies during the development of Nespresso from beginning to the current period. Nespresso consequently started to select communication strategies of word o f mouth in local boutique, word of mouth in outside boutiques, passive TV advertisements and prints, and other social media. * Word of mouth in Nespresso local boutiquesA key area of consolidation of brand image and reputation is the cultivation of customer loyalty. It is not surprising that more than half of all new Nespresso club members firstly try the brand through the existing customers. Hence, word of mouth is regarded as the brand’s strongest communication strategy by Nespresso’s maagers. The concept of boutique is Nespresso’s invitation to experience the unique world of Nespresso in its modern and stylish boutiques. In the boutiques, the customers also can have retail experience to satisfy customers’ every desire.As well, Nespresso tries to offers customers a sense of timelessness in the Carpe Diem Lounge. Initially, Nespresso used the communication strategy of word of mouth to emphasize its simultaneous opening in Switzerland, France, Italy, Japa n and USA in 1988. Through application of this communication strategy, Nespresso successfully diffuse the knowledge of brand and provide introduction of different products. Also, through this direct and fast communication way, Nespresso can efficiently recognize customers’ reflections and demands, and then correspondingly make adjustments to the current marketing strategies or change promotion ways. Massive TV commercials, other prints and social media After successful application of communication strategies of word of mouth in local and outside boutiques, Nespresso decided to promote its products and publicize its brand image in certain boarder ways. Therefore, Nespresso decided to take massive TV commercial strategies, and select George Clooney as the spoke person of the brand. Also, it was smart that Nespresso did not blast its way onto TV from the initiation, which is taking risk of â€Å"George over-kill†. However, let early adopters enjoy their findings first, an d then expanded the campaign more broadly.Moreover, the choice of George Clooney is based on his screen and off-stage image. The facts of marketing satisfactory prove Nespresso’s choice is right. Through the application of the massive TV commercials, the customers’ identification of Nespresso’s brand and products are increasing in a great extent. Besides the TV advertisement commercials are developed, the massive social media and prints are used as communication strategies in the current age, such as Facebook, twitter and related magazines. b. International Promotion of Nespresso * Communication strategyThe first characteristic of the Nespresso’s global communication strategy is its process: indeed, Nespresso decided to involve the members of its club community within the decision-making process like the choice of the star to embody the brand. The second characteristic of the Nespresso’s global communication strategy is the fact that it is always a t the image the brand: luxury and grandiose. Indeed, Nespresso only associate itself with brands which have the same positioning. For example, in March 2009, the Haussmann Printemps building in Paris was covered by a tarp because the front of the building was renovating.Nespresso chose this unique and large tarp as an advertising board to promote its machine Nespresso CitiZ. In France, the Haussmann Printemps is a symbol of the French high bourgeoisie. The two below pictures illustrate this unique campaign: The last characteristic of the Nespresso’s global communication strategy is its strong visual impact based on pride on notoriety. It is to the point, catchy and easily memorable. * Standardized advertising strategy According to Harvard’s Theodore Levitt, the needs and desires of consumers round the world are growing ever more homogenized implementing a large and unique market. This theory leads some international brands, like Nespresso, to adopt a standardized appro ach for its advertising. The first element which demonstrates this standardized strategy is the fact that most of the Nespresso TV commercials are in English, with subtitles in a foreign language (usually French or Spanish): – Nespresso Cab Driver with Spanish subtitles: http://www. youtube. com/watch? v=E4ImQSU7Kdo; – Nespresso Cab Driver with French subtitles: http://www. youtube. com/watch? =lK8SVWSmTQA. Furthermore, as the brand’s worldwide success is based on the creation of a unique Nespresso experience; its international advertising precisely illustrates this experience’s concept. This is the reason why most of the Nespresso’s commercials take place in the same atmosphere, a Nespresso’s store and enhance the same idea of â€Å"a high-standard brand†. To highlight this vision based on quality and high standards, Nespresso chose in 2005 to bring in the celebrity George Clooney in its ads; in 2008, John Malkovich was also featured in one of its commercials.Celebrities in Nespresso’s commercials are a key international element; this is the reason why selected celebrities are international ones. In addition, the visual aspect of most of the commercials is similar. The colors are the one of the brand and the scene with the last drop of coffee fallen in the cup is in most ads (picture on the left side). Nespresso also invented what could be called the â€Å"Nespresso† original soundtrack. In fact, in all Nespresso’s commercials the same soundtrack is playing.Therefore, the TV campaign developed by Nespresso was received with such enthusiasm far and wide that it really contributed to the worldwide success of the brand. In fact, sales significantly increased after its first commercial â€Å"What Else? † with George Clooney. Last but not least, we identified two kinds of TV ads: on one hand, the â€Å"George Clooney saga† which aims at promoting the brand itself; on the other hand , the ads that aim at promoting the Nespresso products in which George Clooney is not featured. The following link is an example of the second kind: http://www. youtube. om/watch? v=29a2v041uZ0&feature=related. It is from April of 2011. If Nespresso developed global standardized strategy advertising, we noticed some small local adaptations. In fact, the last image of the TV commercials is the logo of Nespresso with its slogan â€Å"coffee, body and soul†. The language of the slogan is in the same language as the one of the subtitles. Below are two pictures with the French and the Spanish slogan. We can also wonder if this standardized advertising strategy is relevant for Nespresso as Switzerland and Mexico are two very different countries.We chose to study some commercials in Switzerland and Mexico of the brand Nescafe to see if this lack of adaptation is an error or not. Nescafe is a brand of instant coffee made by Nestle; it manufactures and sells many different products wo rldwide. Therefore, Nespresso and Nescafe do belong to the same category