Handmaids Tale †Power and Control Essay

‘How is Gilead presented as a place of power and control in the opening chapters of The Handmaid’s Tale?’ The Republic of Gilead is the fictional country which Margaret Atwood chose as the setting for her dystopian novel, The Handmaid’s Tale. We can infer from the first chapter that Gilead is within the borders of the USA from the fact that ‘old’ blankets still said US: this hints that some sort of major catastrophe has occurred before the time of the novel to change this. The first few chapters suggest a lot about the setting, and also how the transition of the country from being the United States of America to the Republic of Gilead may not have been a particularly positive one. The novel of The Handmaid’s Tale is based on the political oppression of women and how the new theocratic government of the Republic of Gilead manipulates the Bible into promoting the control of women. The first chapter opens with ‘We slept in what had on ce been the gymnasium’. If schools are being used to house women, then they cannot be used for education. This is a form of indoctrination – a way of avoiding a rise in support of any other ideas within the younger generation, or anything that would be counter-productive to the way Gilead is run. We later learn that the new regime states that women are not allowed to read in Gilead at all, and even the shop names have been painted out to remove this ‘temptation’. Money has also been exchanged for pictured vouchers, which again shows how the state obviously feels that if they can control women’s minds, the better they can control their bodies. Offred recalls how an Aunt once told her that where she’ll end up ‘is not a prison but a privilege’, and the fact that the Aunt felt the need to say this shows how the Commander’s house would be a place of strict control. The women who live in the gymnasium are not allowed to communicate, shown by how they ‘learned to lip read’ at night in the dimmed light. They are under constant surveillance of Aunt Sara and Aunt Elizabeth, who ‘had electric cattle prods slung on thongs from their leather belts’, which suggests the means by which they keep control are through fear and occasionally violence. The fact that the lighting is not completely cut at night shows how the Aunts control the women even when they are sleeping – they can see them at all times. However despite this ‘even they [the Aunts] could not be trusted with guns. Guns were for the guards, specially picked by the Angels’. This shows the social hierarchy of Gilead and how the idea of control through weapon runs through all castes with any importance. Although the Aunts are responsible for bringing up the Handmaids and preparing them to do their job, the male Guards and Angels still have more authority than them. However despite this, the guardians are ‘supposed to show respect’ to the Handmaids despite their place in society, showing that there is still a hierarchy within the males and they still have to follow orders. The Commanders at the top of the ladder seem to have the most power, shown by the fact that they have ‘double obscurity’, in contrast to every other caste within the society who is under the constant watch of the Eyes. The Handmaids in particular do not seem to have any privacy at all– the door to Offred’s room in her Commander’s house does not even shut properly. The sense of constant paranoia of all citizens of Gilead is obvious throughout the opening chapters of the novel, and seems to be a passive way of the state keeping total control. When Nick, the chauffeur, winks at the Offred it leads her to think that ‘perhaps he is an Eye’ positioned to test her response. This shows just how strict the control of this new style country is as this small action causes so much stress. This seems very familiar to the idea of the secret police in Nazi Germany, whose identity no one knew and presence was used to encourage conformity and obedience by prompting constant fear in citizens of being reported. The Handmaids also go shopping in pairs; they know that this also for control – ‘she is my spy, as I am hers’ and this ensures that they conform to decorum. The different uniforms worn within Gilead are another example of the state using the power they have to control their citizens. All women in the Republic are defined by the colour of their uniforms. These uniforms remove all individuality from particularly the submissive women, as well as camouflaging all signs of shape and figure. Gilead sees women’s sexuality as dangerous, which is why the uniforms they have prescribed are so concealing and unflattering. When Offred walks by the young Guardians, she moves her hips when she senses them watching her, and then states her hope that ‘they get hard’ as a result of her doing this. This shows how she feels that her ability to inspire sexual attraction, despite her uniform is the only power she herself retains. Fear is obviously used in Gilead as the main form of control, made clear by the fact that there are ‘men with machine guns in the pillboxes on either side of road’ – this indicates how strict the rules within the country are, and how severe the consequences are if you break them. The Guardians’ sexual desire is controlled by the idea of the ‘floodlights going on, the rifle shots’ which illustrates the extent of the power the state has over them – they have not yet earned the right to a women, therefore would be totally sex-starved as masturbation is a sin and porn is forbidden. The only hope for them of this changing is if they were promoted to Angel status, and this desire as well as fear keeps them obedient. Stories of people being shot, such as the Martha they guards thought was a man carrying a gun, show that the state are so set on keeping control of everything within Gilead they will act before establishing if their beliefs are true or not. These stories would have heightened the fear of the citizens of being caught doing anything even slightly wrong. Aunt Lydia gives one of the most important quotes in the novel – ‘†¦in the days of anarchy, it was freedom to. Now you are being given freedom from. Don’t underrate it.’ This sums up the new way of society in Gilead completely, right down to how the Aunts indoctrinate the women into thinking that the transition is beneficial for them – this is shown by how Offred says that ‘women were not protected back then’. The new state has removed all free will and option of choice from every citizen within the Republic in exchange for having the power and complete control over them – the state evens controls the citizens’ sex lives, as well as what they wear – and I feel that in doing this they have now presented Gilead as a complete terror state.

Adidas Analyse

Nikkei appeared in 1978 in the USA and Aids started to lose market shares. By 1990, the brand was sold to a French Investor won uses ten colorless' endorsement communication strategy. In the aim of surpassing the American brand, one of the other main strategies of Aids was acquisitions such as the French ski equipment company: Salomon AS. The brand increased its revenues and was then able to acquire Rebook. Aids still had to overtake Nikkei but is now number one in Europe. In 2009, Aids made a profit of more than 245 million Ð ²? and employed almost 40,000 persons.The German brand is proposing products for a large range of sports such as running, football, tennis, golf, etc. Environment Context Nowadays, the competition on the footwear market has become really strong as in the current time people really care about well being but also because sports has still a strong place in our world. People also care about sports brand because they have become a social symbol and enable people to value their personality and show their membership in some certain social group. Consequently, sports brands fight with each other to become the leader by having the most market shares.Aids is fighting mostly with Nikkei which is the current leader in the footwear market as we will later in this case study (in the competition part). However, Aids has strong tools to become at least the leader in the future. Aids is recognized has the brand of excellence in the sport, in terms of technical and performing shoes but also has since the beginning of its history a strong link with the sports community, being supported by several famous athletes. Aids is also the leader in innovation and design in order to anticipate consumers' needs.The brand tries to help its athletes to increase their skills and their performance with every product of the Aids' range. Generally speaking, Aids is a global organization which is socially and environmentally expansible. It knows how to attract employees and shareholders for financial interest. Aims Aids' mission is to become the global leader with a real passion for sports and a sporting lifestyle. The best way to reach this mission is to have a wide brand and a unique product range for professional and fashion sportive.This gives the possibility to affect lots of consumer needs and exploit each opportunity that market can furnish. They do a difference between quality and quantity. This concept comes from the founder of the brand. Doll Dasher was passionate about sports. He wanted his hoes to be different. They provide excellent comfort while improving athletic performance. These are the statutes of the brand. Its heritage allows Aids to be different from competitors and gives it strength base for future. Marketing objectives In the medium term, Aids wants to increase its leadership in Europe and its shares in the US footwear market.It wants also to be as good as Nikkei, the actual leader. To reach them, it has to furnish constants ef forts to maintain and increase hopefully its position on footwear and apparel market. It has to imitate the competition on their trench points and in the same time, innovate in order to be different. Aids is completely Touches on Its consumers Ana on tenet expectations. I Nat Is winy teen are constantly improving the quality, the look and image of their products. With this, the company hopes to exceed the expectations of their consumers and at least becoming the leader in the footwear market.Contextual analysis The market * Presentation of the global footwear market The footwear market from 1998 to 2009 has gone up: demand for footwear has increased over the last few years. Thus, sales have grown by 9. 3% from 1998 to 2007, even though it went down abruptly in 2009 (-2. 5%). Women's shoes category is the most significant with 47. 7 % of market share, following by the men with 34. 1% part of the market. The children's footwear is the smallest market share category. * Aids footwear ma rket Aids is the world's second largest footwear brand with 22. 9% of market share, after Nikkei (37. %) in 2006. 45% of its revenues are from footwear. Aids distribute its products in 160 countries. They earn most of money selling to large retail stores such as Dick's Sporting goods, Foot locker, or directly to the customers. They had a total of 2 212 retail stores in the world. Western Europe and North America are the two main markets for the sale of Aids products with 31% and 23% of sales 2009. PASTEL analysts * Political First, it is beneficial for Aids to operate in democratic countries as they do not introduce drastic policies, which could affect its sales.Regarding to trading policies, there are no quotas for imported Aids products. However, there is the antiquating law which forbids any company to export its footwear products â€Å"in a country at a price which is below the price at which the product is sold in the market f origin†. Then Aids follows all the current e mployment laws, for the rights of its employees. However, the minimum wage in several countries (such as I-J, France†¦ ) is a constraint for Aids, and which could have a negative impact on its costs of production.That is why, Aids relocates its production activities where the workforce is less expensive such as Indonesia, China and Vietnam. This has made a bad publicity for Aids in these countries as Aids does not give to its employees good working conditions, with a low wage. We can quote as an example the â€Å"Play fair† 2008. * Economic The home economy situation which is the crisis could have a negative effect for Aids as the purchasing power is low. Thus, the unemployment and the decrease of wages could have a bad effect on Aids sales, as customers would not have enough money to spend in its product, vital costs having priority.Interests and exchange rates have also an impact on the consumer behavior. The increase of raw materials' prices as 011 wanly Is a componen t AT plastic NAS an Impact on ten Tall cost AT ten production. Aids has two solutions: increase the sales prices or level down its profit margin. * Social Nowadays, the demography is special: the age distribution is getting higher in most of the world. The target is especially young people who identify themselves to the brand. Maybe Aids should think to the long term.Aids sells in large cities, as there are the highest amounts of customers able to buy sportive shoes in these places. The lifestyle trend of people has changed, compare to several years ago. For instance, more and more people use internet. Aids should have a good platform to sell its products. The obesity is a current problem in our society. Most of the time, these people do not practice sports. It could also have a positive effect: they could want to lose weight and so, buy Aids product to train. People are also becoming less busy and can spend more time to their leisure activities like sports.Regarding to the consumer attitudes, we can notice that the frequency of purchase of Aids footwear is, for most people, to buy one or two football shoes per season. Aids should take that in consideration to promote its shoes during the pre-season. Promotion could also be made before major events such as the World Cup or the European Championship which have an influence on the Aids ad and sales. There s also a fashion and role model with stars wearing Aids shoes: several endorsement contracts have been made with stars such as David Beckman or Lionel Mess. Technological In the footwear market, the key to success is the innovation. Thus, there are new technological advances are becoming more performer as the football shoes which allow the user to kick the ball with more precision and power. Aids needs to be aware of the latest technologies. The use of new materials could be strength for the brand, such as materials able to resist over long distances, humid conditions or extreme temperatures changes. A lot of r esearches are made in the aim to improve the quality of a product.Thus, Aids is the world's first smart shoes (adding a microchip inside the shoe for instance. * Environmental The Sustainable Development is an important subject in our current society, and also for Aids: it has launched its new ecological footwear collection made with natural raw material, recycling material and which are biodegradable. Then, in the aim to protect human health and environment, Aids eliminate PVC and is making progress in finding substitutes like polyurethane, ethyl vinyl, silicone thermoplastic rubber. Yet, global pressure is pushing on Aids which uses for its shoes materials from animals.For instance, it has been seen that Aids slaughtered million of kangaroos, for their skin using to produce leather shoes. In February 2006, David Beckman officially announced that he would not wear Aids shoes anymore. Thus, the environmental campaigners could be a problem for Aids, who should make some R&D to find o thers materials, not taken from animals. * Legal Concerning the regulation, Aids needs to be aware of the legal legislations (most of them protect the customers) such as Sales and Supply of goods act (1979), Trade ascription Act (1968).There is also the European Union (1993), which is the free trace Detente countries Trot EYE: traces are not changer Day customs anymore Ana there are no quotas. Aids has to deal with the counterfeit of Aids footwear products. Competition analysis The competition on the sport footwear has become really aggressive because of many reasons. Nowadays, many people do sports because of the care about well being but also because sports brands have become social symbols that permit to people to distinguish from the others and show their membership in a social group much as for making sport in itself.Consequently, competition on the sport footwear market increase dramatically with the idea of making everything to make your best competitor has a bad image in fro nt of customers and to prove that your brand is the best by all means, we can even talk in some case about unfair competition. In the market of footwear, Disdain's first competitor is Nikkei with 37. 9% of market share, and Aids had 22. 9% % in 2006. Nevertheless, Aids is gaining everyday market shares and we see a close fight between Nikkei and Aids for gaining the global market.Aids makes everything to become the leader on the footwear market. Consequently, to become a bigger threat for Nikkei, Aids has acquired Rebook in 2005, world non in the sport market, in a friendly takeover for 3. 1 billion of Euros (3. 8 billion of dollars). This takeover allows Aids to combine its popularity in Europe among soccer and athletics fans with Rebook popularity in US in basketball and football fan. This takeover is a highly strategic action as it is made in order to win market shares in the U. S where Nikkei is the leader and finally catch its eternal competitor, Nikkei.As we can see, everythin g is made to become a huge threat for Nikkei ND there is a real fight between those two global brands. It can also be seen by the war they lead during major sports events as the football world cup of 2010. They fight to have the biggest number of team who wear their brand and finally in this case it's Aids which wins but which stays close to Nikkei. Indeed, in this football world cup in South Africa, Aids sponsored 12 countries such as South Africa, but also major and favorite teams like those of Germany, Argentina, Spain and France.Aids also made huge benefits in other events, such as the official ball of the world cup, named â€Å"Jubilant† which was created by Aids. Nikkei owns also in this cup 10 famous teams like Brasilia, Netherlands, Portugal and Great-Britain (which wear Umbra, property of Nikkei). It's with this example that we see that Aids and Nikkei have another competitors, named Puma. This brand is well known by Aids, as it has been created by the brother of Aid Dasher after a huge argument between the two brothers. Puma is gaining everyday little by little market share and is gaining in popularity.Puma's strategy is different from its two other big competitors, they are positioned in the luxury market of sport because it has been by the French luxury roof, PR. This brand has a strongly attractive for fashion people, seducing big stars like Brad Pit, or in the sport community the footballer Ankle. Puma is trying to follow Aids and Nikkei by making a lot of actions like for the football world cup. Puma has sponsored 7 teams, mostly African teams, but also a famous team, which won the previous cup, Italy.To better understand the market share that each brand has, we have found a pie chart which represents the market share of each brand in the athletic footwear market where we have decided to focus on, on this case study. Network wellness. Com/stock (It is important to notice that this chart is a bit old as it has been made in 2005, and that f or now, Rebook is now part of Aids) It can be also relevant to make a mapping (See appendix 1) to see where Aids is located / positioned relatively to its competitors in terms of price and technicality.Aids and its competitors Its second competitor is Puma which has been created after a huge argument between the two brothers Dasher ; Aids has to be careful about Puma because it has been buy by the French luxury group PR and is winning little by little market shares. Puma's strategy is different from its two big competitors Nikkei and Aids, they are more specialized in the luxury market, seducing fashion actors (Brad Pit) and famous footballer (Ankle). There is also another competitor in the footwear world named It is also important, in a world of globalization, to highlight the growing power of new entrants from China.There are two domestic famous brands in China: * Lie Inning * Anta They are leaders on the Chinese domestic market in footwear as people prefer to buy domestic brands but also because they are cheaper than Aids and Nikkei. Even if â€Å"Lie Inning and Anta are not competing directly with the two global leaders, they are taking more and more market shares in China, whereas Nikkei and Aids market shares remain the same. † Aids has to be careful of China competitors. Porter's five forces (including generic one) We can introduce this part by the Porter's five generic in order to describe the footwear industry.The five criteria are: * Fragmented * Emerging * Mature * Declining * Global The footwear market is global because the market is saturated in products (everybody has sport shoes at home) but the market is rapidly growing. Porter's five roses can be summarized by many schemes and then, we will apply these forces to our case study. * Threat of new entrants New entrants cannot easily enter in the running shoes' market because a few big companies control the market and they own very important brand awareness, thanks to their advertising budge t.It implies that no new firm can quickly win many market shares without be exposed to a competitive reaction of leaders that will kill the new firm. Nevertheless, some retail companies try to sell low-cost footwear with lower prices than Aids or other important company but with a lower quality as well. With such a positioning, they want to target the people who have not enough money to buy expensive shoes and who are not really the target of Aids. * Threat of substitute products or services Because AT some meal reports wanly Alamo ten running Ana can Impact AT ten leg on the ground.So, some sports which require athletic footwear can be dangerous for the bone structure. That means other sports which do not have such an impact on the health can be a threat for the footwear market such as: swimming, cycling etc. * Bargaining Power of suppliers Shoes' fabrication and technology needs are more and more complex, so Aids upends on more suppliers than before. Raw materials: The insole is a thin layer of man-made ethylene vinyl acetate (EVA). The components of the middle consist of polyurethane surrounding another material such as gel or liquid silicone, or polyurethane foam given a special brand name by the manufacturer.Outsells are usually made of carbon rubber. Increase of the cost of plastic because of the rise of the oil's price. Working conditions of outsourced production are often qualified to be against the human rights and Aids can be obliged to raise his employees' wages. * Bargaining power of buyers Demand is growing and companies are fighting for selling their products to consumers who become more and harder to please. In big retail stores, consumers have a large choice of running shoes. It means that if prices of a brand are too expensive compared to it quality, they will buy shoes of another firm with a better rate Price/Quality.The market is very competitive and customers can choose between several brands such as: Nikkei, Aids, Puma, Acacias, Mizzen, Ne w Balance, Puma, Spiral, Salomon, Lawful etc. * Rivalry among existing competitors The footwear market is growing quickly with 9. 3% of growth between 1999 and 2007. Despite of the footwear market is oligopolies, because a few companies control it, the competition is very intensive and all firms aim to be the first. The main actors of this market are: Nikkei (Leader), Aids (2nd), Puma, Acacias, Mizzen, New Balance, Puma, Spiral, Salomon and Lawful.Portfolio analysis * Product range Aids has more than 90 million pairs of shoes including 3. 000 different styles. The following shows some example of Aids shoes contingent on performance and price. This provides a clear idea of the various proposals of the mark. (See Appendix 2) So, this brand affected all sports. To be more efficient, we will find Aids athletic shoes in each sport. We choose to focus on it because Nikkei, the dominant brand on this market, is much stronger on fashion shoes. Aids gives priority to performance instead of f ashion.This means Aids will be aimed at professional person than those practicing a sport as leisure. The next list is not an exhaustive list: * Football: Predator, OFF, Dipper, Dizzier * Tennis: Barricade, Genius Novak * Hockey: ADSTAR, Gel Platinum, * Golf: Garbage, Million, Tour 360 * Badminton: Court, Stabile Optimist * Running: Dizzier, Supernova, Jumpstarted, Response cricket: Twenty's, HOOKAH * Basket: TTS Suspected CRU, The Oracle * Rugby: Flanker, Predator, Regulate * Boxing: ADSTAR, Box Hog You can Tina In appendix 3 a can't Witt some pictures way to illustrate the product range of Aids. The BCC manta Decease It Is ten more relevant Using this Boston Consulting Group Matrix, we will evaluate the interest of fields of activities of Aids thought two criterion's: the market share and the market growth. We can observe four areas, crossing the market share axis and the market growth axis: star, problem child, cash cow and dog. The Dog represents products which have low market s hare and market growth. These products do not have any interest for the company: indeed, they do not generate any profits anymore, and are usually products which have been around for a few years.In this case, the company has better abandon these products. In the Aids range of products, the Aids Predator Precision has become a dog, having declined, such as the previous version of the Original Stan Smith 2, dating from 2005 or the ancient Respect Low, Respect Mid or Midrib for running. The Question mark shows products with a low market share and a low market growth. It means that these products have an interesting potential for sails (consequence of the low market share), but their high market growth risks to reduce their competitiveness. It would involve significant investments from the company.The objective is to transform them into stars, with the possibility they can turn into dogs. In the Aids range of products, the Aids OFF is a question mark, recently introduced to the market. We will see if it turns into a dog or a star. The same situation is observed for the AS Wings from Jeremy Scott, which is the new collection, or the new men TTS Supernatural Commander ALT. The new environmental election with the Superstar, the Forum Mid Natural or the Vintage XX 500 are also recently introduced, and Aids will see if the â€Å"green spirit† will have a good effect on the sales of these shoes.The Star corresponds to markets having high growth, and where the company owns high market share. It represents the most profitable products for the company, as they bring in a large amount of profits. The Aids Predator Pulse fits in this section, as it generates profits and significant sales. The Goodyear Race and the new version of the Stan Smith are also the most wanted shoes, and generate an important profit! The Cash Cows are characterized by a low growth market and a high market share. These products are very profitable, as they generate high profits.Their dominated position gives them a competitive advantage concerning prices and margin. Arise from the low market growth, investments are not very high. Thus, these cash cow products are those which enable the company financing its question marks products. The Aids Predator Mania falls in this area, as it is a profitable product, with high sales. The new version of the Barricade V is also a profitable product as it generates high sales with competitive advantage on its price. We can see in Appendix 3 the BCC matrix. * Anions matrix The Anions matrix is a useful tool for noticing future intensive growth opportunities.We can observe four strategies. First, there is the Market Penetration Strategy: the idea is to gain more market share with current products, implementing different promotions. It is the least risky strategy, as it does not cost a lot of money to the company. Thus, Aids could consider this method to acquire more market share, using Its Totally snows, already present on ten market, dev eloping promotions around it. Secondly, the Market Development Strategy is the fact to develop new arrests for current products of a company, through branding and advertising.The current product should also be sold in area where it hasn't been located before. Using this medium risky method, Aids could sell a current footwear product in a new country. Then, there is the Product Development Strategy which is the fact to develop new products (in the aim to replace old products) to current markets. This is the case when each season, a new version of a previous product is bringing out such as Aids with its Predator football shoes. Finally, there is the Diversification Strategy which is for a company, the opportunity to develop new products for new markets!This method is the riskiest one, as there was no previous knowledge of the product or of the market. Thus, Aids could use this strategy to produce a product that the company is not familiar with, to be sold in a new market. We can see i n Appendix 3 the Anions Matrix. Strategic Business Units Strategic Business Unit or SIBS corresponds to the different units which structure the company and represent the corporate identity. It is typically a strategy used by large company. It is the case for Aids. There are several types of SIBS regarding the type f product, the geographic area, etc.Aids is applying a product strategy composed of four Subs: * Aids Sport Performance * Aids Sport Style * Aids Originals: from niche to fashion mainstream * The Fashion Group: Aids is fashion Aids Sport Performance It is the most sport-oriented SUB with all the products proposed to professionals. It represents the idea of performance that Aid Dasher wanted to diffuse. Innovation and transcendence are keys words of A. S. P. It covers most of the sports and focuses its efforts most particularly on five of them. * Football * Running * Training * Basketball * Outdoor Aids Sport StyleAs all of its competitors, Aids also provide street wear and lifestyle fashion footwear. It was primarily a niche but as the target market correspond to the mass market, it became quickly one of the most important SIBS of the brand and the firm started opening new divisions such as Stella Ms Carney and Propose Design Sport. Aids Originals: from niche to fashion mainstream This is the classical SUB which is composed of the first models designed at the beginning of the brand such as the Stan Smith model. It emphasis the â€Å"Celebrate Originality' philosophy. The target is more the youth and teenagers. That is why the

Frankenstein and Macbeth Essay

The novel Frankenstein by Mary Shelley and the play Macbeth by William Shakespeare, both adhere to the Shakespearean view of tragedy. They contain elements of the supernatural and use literary devices like Nemesis & Pathos. We see the passion & ambition of characters, ultimately leading to their tragic flaw. But in both cases, not every character is deserving of his/her fate. Frankenstein and Macbeth, both contain elements of the supernatural. In Macbeth there are witches and powers of witchcraft. On the other hand, the story of Frankenstein contains a so-called ‘devil’ in flesh – the Monster. Both Macbeth and Frankenstein are above-average human beings with exceptional qualities. In both cases, the tragic hero is a man of tremendous potential and capability. The Monster created by Frankenstein is totally supernatural. There are also supernatural occurrences in Macbeth, like for instance when King Duncan is murdered. The two stories have a main character, Frankenstein and Macbeth. They both have a hero and a heroine in them. In the story, Macbeth and Frankenstein suffer due to their simple mistake that led to serious consequences. Both the stories arise pity and fear in the audience or readers. Towards the end, we feel a need for these characters to be punished for their crime (Nemesis). The stories end with the death of Frankenstein and Macbeth. The tragedy lies in the fact that their greatness is being wasted. We see passion and ambition tempt an essentially good man to embark on a course of action that sends him on the downward path to destruction. Macbeth and Frankenstein are driven by passion, which ultimately become their tragic flaw. Frankenstein is not a villain. He is a tragic figure who was tempted and who fell. Macbeth on the other hand, is not merely a tyrant.

Cost Accounting and Management Decisions Assignment

Cost Accounting and Management Decisions - Assignment Example 1). Management of this company believes in ranking the automobiles by the quantity of contribution margin earned for internal decision-making purposes. They view direct labor, direct material, and the variable manufacturing overhead as product costs while fixed manufacturing overhead as period costs (Hicks, 2002, p. 36). A major change in the company’s manufacturing has been conversion of most of the plants to produce smaller cars instead of the bigger cars that are seen as fuel inefficient. In the recent past, Ford Motor Company has concentrated of production and sell of small cars that achieve higher mileage on less fuel. This strategy has been influenced by the desire to cut on the global air pollution, something responsible for the global warming. The current global challenges have made the company embark on manufacturing varieties of the automobiles to ensure that the costs are balanced. For this reason, management has lately discouraged any production of goods that do no t produce adequate sales to cover up its variable manufacturing costs (Weygandt, Kimmel and  Kieso, 2011, p. 23). The company has maintained the main manufacturing lines of cars, trucks, buses, tractors, and their spare parts. Ford’s success motorsport has been evident in their ability to manufacture rally cars, stock cars, formula one, sports cars, as well as touring cars. It is also important to note that the company has maintained its presence in all parts of the world, having assembly lines in many countries in order to serve many regions. Changes in the Variable/Fixed Cost Structure of the Company on Cost-Volume Analysis Decision by Managers First, it is important to note that fixed costs do not change as a whole but register changes per unit when production volume changes, and on the other hand, variable cost indicates constant unit cost but changes in total when a decrease or an increase in production is registered. Ford’s fixed costs may include rents for the plants and machinery while variable costs may include direct labor. This means that fixed cost is as important as variable cost and monitoring the changing trends stands to help managers make informed decisions. World over, absorption costing is commonly used for both internal and external information in an organization. Most companies use absorption approach entirely because of its attention on full costing of units of a particular product. In order to make informed choices, most managers assume that fixed manufacturing overheads directly vary in relation to the automobile units sold, something that never works (Weygandt, Kimmel and  Kieso, 2011, p. 103). Managers who make this mistake may assume that since costing is done per unit base, an additional manufactured should cost the same, while reality shows an additional expense. Ford Motor Company is a multinational manufacturer, employing very many employees in all the plants across the globe. Labor has been an important factor in ensuring that production consistency is achieved in this company. In the current economic uncertainties, managers in this company are sometimes faced with the dilemma of laying of workforce in an attempt to maintain profitability. Such a decision is informed by the notion that direct labor is variable cost, something that is disputable because most of its workers are highly skilled and are under employment contracts. For this reason, any decision made by the

Will financially aid helping poor people lead to a sustainable future Essay

Will financially aid helping poor people lead to a sustainable future - Essay Example g" in his article "Lifeboat Ethics: the Case Against Helping the Poor" that, "As an ancient Chinese proverb goes: â€Å"Give a man a fish and he will eat for a day; teach him how to fish and he will eat for the rest of his days† (Hardin 22). To my point of view, helping the poor is not a good way for them. For a sustainable development, the best way is to teach them how to fight with the period of economic downturn instead of hand out useless helps. Moreover, keep financially aiding the poor will cause them do not attempt to make progress. Therefore, financially aid to poor people is not a perfect solution for poverty because it is not leading them to a sustainable future. Aiding the poor will not offer solution to the poor countries and individuals around the world as the earth can only support limited number of people. Financial aid will lead to increase in population with adverse effect on sustainability of nature. For positive alternatives to ending poverty in poor countries, the world should work towards a sustainable future. The natural resources are diminishing and peoples demands are increasing day by day, as well as the gaps of income are widening too. Therefore, sustainability is the way to go, where every individual will have a decent standard of living. The journey to a sustainable future should be done in a way that does not compromise the future generation’s needs. Thus, sustainable solutions must be done in a way that would get people out of poverty and at the same time protect the environment (Jones 39). Sustainability solutions should also consider such things like providing access to agriculture technology that doesn’t lead to climate change, providing food and water, and providing nutrition for all needy people, shaping cities in way that encourages quality of life that is decent, building effective infrastructure without causing pollution and congestion, making s ure that the marine life is free from climate change and pollution, and making

The Influence of Sociodemographic Factors on the Likelihood of Youth Essay

The Influence of Sociodemographic Factors on the Likelihood of Youth Entering - Essay Example In this study the author further asserts that these youth gangs develop negative identification with the law enforcers as well as the neighborhood residents. He further provides that youth gangs is not a new phenomenon in the society asserting that it dates back in 17th century where they were characterized with wearing of distinct colors for their identification and arose mainly from social and economic vacuum in their neighborhoods and their contemporary societies. Thus ascribing from this it can be argued that youth gangs have evolved leading to emergence of larger gangs. The notable emerging larger gangs are having sophisticate organization, have access to powerful and dangerous weapons and they continue to recruit young children into these gangs (Wiener 2005). Attributing to this youth gangs are considered a threat to the peaceful coexistence in the society at large. According to Howell (2005) in his research provides that the origin of youth gangs is greatly attributed to the e conomically and socially disadvantaged background. He asserts that these backgrounds have broken families and lack of community cohesiveness (Howell 2005). These youth gangs in most societies and neighborhoods are perceived by its members to fill several needs (Howell 2005). These needs range from psychological, physical, economic and social needs. It is notable that these underlying needs are associated with the failure of the family to fill the arising gaps from this. Taking into consideration these societal needs it can be asserted that gangs notable intents is focused on provision of friendship, sense of identity, searching for wealth and finally for the purpose of security (Howell 2005). Nature and organization of youth gangs According Brantingham (2006) in his publications describes how various youth gangs operates and how they co-ordinate their activities. The authors provide extensive understanding in regard to various youth gang behaviors by identifying and examining its le adership structure and its primary objectives. In this study it is notable that youth join gangs majorly for due to increasing trusting relationship within the gang family (Brantingham 2006). This is attributed to negligence as well as incompetence on the parents, clergy and teachers in performing their traditional roles of counseling and guiding the youth in the society. In the examination of youth gangs in general, it is notable that gang members have developed trusting solid relationships with their mentors who is considered the gang leader (Brantingham 2006). According to Campbell (2011) this relationship of the mentor and the mentee comes along with patience and the willingness and commitment of the mentor in pursuing of a strong relationship. It can be argued that the concept of being real comes in place which is a key attribute of any youth gang leader (Campbell 2011). This involves the gang leader relating genuine concerns on behalf of the gang members. The leader should act in accordance with the youth gang culturally appropriate manner without it being perceived by the gang members as preachy or contrived. Therefore the mentor needs not to condemn the mentee for their actions or their immorality but the real attribute ensures that the gang leader listens, understands and help the

E-Business Assignment Example | Topics and Well Written Essays - 4750 words

E-Business - Assignment Example Moreover, we have developed a Blog on the same lines with the website. The report presents the development process of the Cafe Cuisine website, accompanying Blog, the models employed for designing the website and the business strategy utilized for the website. Analysis In the analysis phase of the website development process, we have analyzed the requirements of the website and differentiate these requirements into the functional and non-functional requirements. We analyzed on how the website would help to achieve the organizational objectives by assessing already developed food / restaurant websites. One of the important items is to identify the targeted audiences of the website along with the development of the web contents. Moreover, in the analysis phase of the web development process, we have analysed the software development tools required to develop the website. After thorough assessment the following non-functional requirements of the website have been identified which we hav e accommodated in the developed website (Vandeuren, 2012): The food website should be conformed the guidelines provided by the World Wide Web (W3) Consortium. The website should be developed and comply with the Hypertext Mark-up Language (HTML) version 5.0 Compatibility of the website must be ensured with all the major web browsers include: Firefox, Google Chrome, Netscape, Internet Explorer, and Opera. The web pages of the restaurant website can be viewed fully at 125 % zooming in all the major web browsers. The web pages of the restaurant website should be displayed properly on a computer having resolution set to 640 x 480 pixels. It is required that the restaurant website should be developed incorporating appropriate search engine optimization (SEO). From the typical non-functional requirements, we have concentrated on the security, regularity, data integrity, maintainability, availability, reliability, manageability, and the performance for the restaurant website. One of the cri tical non-functional requirements of the website is usability, the customers / users should be able to use the website with ease. Moreover, it is required that the dashboard design of the proposed website should be simple, easy to use and understand. The targeted audience of the website are the people used to have restaurant’s food regularly or frequently. The age of these people lies between 16 - 45 years. The audience can be professional as well as a novice web user who understands email and how to use a web browser. Moreover, the targeted audience is the people who can access the internet every day and any time. There are several tools and website development languages which are required for the development of a prototype (website). These include but are not limited to the XML, HTML, XHTML, Dreamweaver, JavaScript, CSS and Flash. In order to develop the food website, we have used Hypertext Mark up Language (HTML) version 5, Adobe Dreamweaver, JavaScript and Cascading Style Sheet (CSS). The Adobe Dreamweaver has been used to develop the user interface of the website and industry standard for designing the website. It also provides ‘What You See is What You Get’ (WYSIWYG) interface which is easy to use. Moreover, developing and editing the HTML5 as well as the cascading style sheet (CSS) is much easier by using Adobe Dreamweaver. We have used the JavaScript to validate the inputs provided by the users of

Strategy creation in non-profit organizations The National Development Research Paper

Strategy creation in non-profit organizations The National Development Foundation of Jamaica - Research Paper Example Entrepreneurs in their quest for profits adopt various strategic measures to promote business growth and development. These are common perceptions that are held for any kind of business activity. On the one hand it is true that businesses exist for profit creation and sustaining business development activities, but the fact that firms have moral and social obligations to the community in which they exist cannot be ignored. Quite a lot of organizations exist and operate to serve the community and its social needs. These organizations are popularly termed as non-profit organizations that seek to improve the society in which they live. The National Development Foundation of Jamaica (NDFJ) is one such organization that is committed to assist micro, small and medium enterprises in setting up and promoting their business goals through the delivery of innovative financing products. How can a non-profit organization sustain its business goals and activities and what are the strategic measures such organizations can take to survive and grow in existing economic conditions. These are some of the vital issues facing the management of organizations like NDFJ. The paper highlights the sig nificance of strategic plans and the measures that can be taken by organizations to sustain and meet their developmental goals. Strategic plans and their role in businesses Managerial strategies are essential to running a successful business venture especially in today’s chaotic market and business scenario. Strategy refers to a plan of action set out by those who are at the organization’s helm providing direction to the managers and employees. The company directors and professionals for achieving long-term company goals and business objectives often design the strategic plans. Strategic planning therefore consists of competitive moves and approaches to increase performance and productivity within an organization. It is basically a game plan for running the business, strengthening the company’s competitive position, satisfying customers and achieving performance targets. Strategic planning answers three vital questions important in guiding the organizationâ€⠄¢s moves. It identifies the company’s current position providing answer to â€Å"Where are we now?† The second question that it strives to answer is â€Å"Where do we want to go?† This refers to the company’s marketing financial and business objectives. Identifying the objectives of the organization helps in finalizing and framing of operational plans and strategic approach that will be required to achieve the goals. The process of strategic management aims to answer the most important question â€Å"How will we get there?† This is the stage where the strategic alternatives relevant to the particular business scenario are weighed and measured against the desired outcome and the most appropriate move adopted. The strategic management process thus involves developing strategic mission and vision that is translated into measurable objectives. The organization then develops plans, referred to as strategies, to achieve the set objectives. The next stag e involves the effective implementation and execution of the strategic plans. The results or outcome of the implemented strategies are evaluated at the end of the cycle. These strategies need to be revised and modified time and again in face of critical situation. Hence it is hardly possible for a company to follow set strategies across an extended

Multispecies Models as an Improvement on Single Species Models for Mea Assignment

Multispecies Models as an Improvement on Single Species Models for Measuring Fishing Impacts on Marine Ecosystem - Assignment Example The study is thorough and provides a deep insight of the multispecies modeling tools along with the single species models and their impacts. In the more recent studies on the topic of multispecies fish modeling and harvesting the factors that can impact the rate of harvesting is usually considered. The purpose is to target and examine the sources. Another study is conducted in the year 2013 in which the authors tried to find the cooperative and non-co operative harvesting in the multispecies fish war models. This paper emphasizes on the role played by support for the sustainable supervision of a broken ecosystem. The authors Daniel Pauly, Villy Christensen and Carl Walton in their study named as the â€Å"Ecopath, Ecoism and Ecospace as tools for Evaluating Ecosystem Impacts of Fisheries† thoroughly studied the key features for the reconceptualized approach. Not only this, they designed two indices based theorem in which they tried to qualify the impacts of an ecosystem on the fisheries. In the research, they used the truth based statistics collected from the users of the Eco Path and extracted from their feedbacks. They further discussed the implementation made up to the date and the limitations of the Eco System. They commented that some of the implementations have been made but the process of up gradation is very slow and it requires quite an effort. In another recent study, the authors studied the statistical and empirical identification of the multispecies fish harvesting Zones. The purpose of the study was to discuss the factors that can help in improving the monitoring and the management of the specific multispecies fish zones. The impacts and the ideas are not only the main theme of the recent researches but  some researchers also conducted the studies on the issues of the multispecies fish modeling and harvesting. Like in a paper the author from India highlighted the problem of harvesting two competing fish species together. For this, he designed a bioeconomic model. Also, the Marine Fisheries Service published their report on the topic of optimal multispecies harvesting in the presences of the nuisance species.  

Brief synopsis Assignment Example | Topics and Well Written Essays - 1000 words - 4

Brief synopsis - Assignment Example ould strive to present themselves as whole beings since the symbolic reduction of woman to something less than whole â€Å"then becomes a rationale for unequal treatment of women† (p. 50). This linkage of image with treatment raises a lot of questions which are then discussed later in the book. This is a web page containing information on the social construct of gender. It has many images from the last two hundred years, including stamps and advertising materials, and contains hyperlinks to articles and statistics which back up statements made. Some useful graphs and tables show how women have consistently earned less than men. A sobering fact is that when Americans were asked in the NORC 1996 survey whether they thought the future of girls were likely to have a happy family life: â€Å"Only 20% thought their chances will be better while 36% thought that they will be worse.† This suggests that American society has a long way to go in achieving gender equality. This is an open access web portal, providing information on a wide range of humanities related subjects and hosted by the Carnegie Mellon University Women’s Center. There are eight topic areas: Activism, Gender and Sexuality. Health, History, Links, Programs, Theory and Workplace. The last section contains articles from the professions, and looks at the literature on student surveys, concluding for example that â€Å"  female professors bear a double burden: they must fulfill both their gender role by being nurturant and warm, as well as their professional role by being competent and knowledgeable.† There are studies also on women in computing, the military, politics etc. This is a huge bibliographical resource which â€Å"lists about 22,400 books and articles, sorted into over thirty major subject areas.† It is administered from Australia but has a world- wide focus. There is a combination of academic and practical material, along with statistics and topical discussions. New submissions are welcome and this

Government Intervention Essay Example for Free

Government Intervention Essay The purpose of this report is to exemplify the role of government with the focus on the developing countries by answering the proposed question of Why do we need government intervention? and Why government intervention is necessary for the new economy? The first part of this report illustrates the essential roles of government in social, business, and the future of country aspects. Then, Thailand was chosen as an example of a country entering into the new economy, while using the other countries in East Asia to illustrate the successful government action in transferring the countries to new economy. 1. To provide social welfare for the whole country Education Environment Health care Basic infrastructure Ideally, the government should bear the cost of high-risk or long-term payback project, or even the project that is difficult to finance as a trade-off for the national interest and benefit of its people and, in a way, attracting private sector to invest in the underdeveloped region later on. 2. To set up fair-games, fair competition, rules, laws and regulations, and trade agreements for business sector 3. To determine the future direction of the country Provide information and guidelines for firms to follow Develop strategy for the nations economic growth 1. Social contexts: 1.1. Environmental protection Waste management: company cannot hold the idea of more production, more pollution any longer as it creates externalities (social cost), which in turns will impose a negative impact on the companys reputation. Government must enforce regulations, inspections, and control on environmental aspect. This is for the social interest so that the firms cannot take advantage from the society. Furthermore, by having regulations, not only the society will benefit from it; it also raises an issue of long-term sustainable development for the business sector to consider upon. Cons of free-enterprise Only aimed at generating profit and production, while disregarding the environment as it is considered an unnecessary cost for the company. This in turn, the environment would be destroyed (e.g. Waste  from production, a vicious cycle, will hurt everyone if there are no regulations enforced.) Environmentalist vs. Government: for developing countries, the environmentalist plays a minor role in protecting the environment comparing to government intervention. Although the voices of environmentalist are significant when it comes to making changes, the government regulations are better suited in preventing and solving the problem on the national level. This is because the environmental problems have to be solved simultaneously, since the effects from decaying environment can create chain-reactions affecting the whole country or even the world (e.g. air pollution or destruction of rain forest). The environmentalist is important, as it is able to create awareness for the society, at the same time the government intervention is necessary in order to support healthier environment for its people. 1.2. Education Quality of the human resource is the driven force to push economic growth. Without basic education, it limits the opportunity for the entire nation to grow and foster new innovated ideas, while limiting the improvement in quality of life among population. 1.3. Health care The basic need for life. There shouldnt be perceived as privilege for someone to obtain. Recent development on Thailands health care: Ministry of Public Healths campaign on the 30 Baht-Health for All demonstrating that equal access to health care is important for the growth of recovering economy. 1.4. Infrastructure For a nation to propel into the future, decentralization of development to regional and local levels rather than concentrated on specific metropolitan areas is significant, as it needs involvement from everyone. 2. Business contexts: 2.1. Laws and Regulations (Thailand) Trade Competition Act (1999): This is to eliminate unfair trade practices, monopolization, and business collusion. If there were no regulation, monopoly can drive up prices or limits supplies while the consumers would have to bear the costs  as well as limiting the sense of entrepreneurship. Bankruptcy Act (1999): From the result of the Asian crisis, the past bankruptcy law in Thailand was not efficient enough causing the failure in the loaning agreement, lowering the foreign investors confidence. By amending the old 1940 Bankruptcy Act in 1998 and 1999, the new amendment provides a foundation for both creditor and debtor to work cooperatively and be more transparent in order to create a win-win situation, especially for the recovering companies as well as preventing future non-performing loans (NPL) for the creditors. SMEs Promotion Act (2000): Thai government encourages support for this new legislation by creating a Market for Alternative Investment (MAI) designed to introduce fresh investment opportunities. The Minister for Finance emphasizes the significant role that MAI would play in supporting and strengthening SMEs in Thailand. 2.2. Trade agreement The role of trade agreement is to encourage, assist, and advocate the export sector and to ensure that domestic business would have equal access to compete in foreign markets. In addition, the trade agreement can enforce antidumping and countervailing duty laws providing remedies for unfair trade practices. Moreover, the trade agreement can promote cooperation among member countries in order to avoid fierce competition (e.g. Asian Summit Conference, G7 Conference) World Trade Organization (WTO): Before a country decides to join the WTO, its government must prepare the readiness of the country whether it is law and regulation aspects or its infrastructure. This is to protect the domestic market and businesses from being exploited by foreign firms. Thailand vs. China on WTO issue: Thailand officially entered into the WTO in 1995 when its laws and regulations on globalization issues were not fully developed. As a result, Thailand inevitably had to endure the consequence of globalization. Compared to China, who does not fashionably join the WTO as the other neighboring countries did, China waited and now is able to  negotiate other privileges on bilateral agreement with foreign investors. 3. Future direction determination: 3.1. To provide information and guidelines for firms to follow. To be competitive in international level, the government must provide information for the public in order to assist the business sector to establish suitable strategic and decision plans for their businesses accordingly. DEP (Department of Export Promotion) to assist in matching local manufacturers with overseas buyers or vice-versa by providing quick and cost-effective access to local products through substantial information and oversea organizational facilities. BOI (Board of Investment) to assist investors by providing support services in order to reduce risk and cost that associate with investments. 3.2. Develop strategy for future economic growth: SMEs (Small-Medium Enterprises): encouraging entrepreneurship through promoting business start-up spreading and stimulating more nationwide microeconomic growth. o Stimulation on more sense of ownership among the population enabling the spread in development. Because in the past, with lesser government intervention, growth and income were concentrated mainly in heavy industry or big business rather than being distributed more evenly among the people. o Satisfaction of local need through the intellectual local-knowledge based transferring into productivity in community level. Microlending being implemented in the Philippines and Thailand to help poor people gain access to credit so that they can finance or start up their own businesses. As a result, there would be a decrease in poverty as well as an increase entrepreneurship / small businesses. IT: NECTEC (National Electronics and Computer Technology Center) is Thailands main driven force for IT development. NECTEC established new strategic master plan on Electronic, Computer, Telecommunication and Information (ECTI) Technologies for year 2000-2004.   This is because as the world is dominated by global businesses and industries, information and communication technologies play a tremendous role in the issues for long-term recovery and sustainability Thailand needs to transform itself from the old economy to the New Economy in order to remain competitive. IT will gradually replace the old traditional business transaction by offering real time information, reduction in transaction cost and time, opening the market to many more suppliers and buyers, and no need for physical presence; which consequently more productivity would be generated. 1. Infrastructure: Revamped of telecommunication monopoly by encouraging investments from private sectors. The Telephone Organization of Thailand (TOT) granted telephone-wiring licenses to TA and TTT and granted wireless phones licenses to AIS and PCT, while the Communication Authority of Thailand (CAT) authorized DTAC to operate in mobile phone industry. The government granted private sectors to take on the telephone-wiring project because of the urgency of the IT infrastructure expansion (from 800,000 users in 1999 to more than 1,000,000 users in 2000) in a sense that the private sectors are able to install the lines faster than the government sector in certain areas. Installation of fiber optic infrastructure throughout Bangkok and Thailand. Increase the telephone availability from 13 lines per 100 populations to 18 lines per 100 populations. Nation wide local call ISP access Possibility of free internet in the future Lowering cost of PC More mobile phone usage with cheaper rate 2. IT Education: Increase the number of schools connected to free internet from  1,500 schools to targeted 5,000 schools. Better focus on the optimization of the computer usage in schools, not just computer availability. Teachers IT training, NECTEC provided pilot courses and teaching materials for Rajabhat Institute, which in turn will teach and prepare the future schoolteachers for the SchoolNet project. 3. Laws and Regulations Electronic Transactions Bills and the Electronic Signature Bills were approved by the cabinet on March 14, 2000. Electronic Transactions Act defines the legal status of electronic records as being equal to paper documents, if they are properly handled. The Act also defines the scope of legal recognition of transmission and reception processes for electric data records, time and place of occurrences of such transmission. Electronic Signature Act defines the electronic equivalence of signature as a proof to identity of the signing party (i.e. authentication) and that the signer approves the content that is being signed. The law is neutral to the choice of technology used for electronic signature. It recognizes the well-established trusted third-party system of Certification Authority (CA) and public-key infrastructure (PKI) based on encryption technology. Intellectual Property Laws: Thai government recognizes that an effective intellectual and industrial property system is vital to the development of new economy especially on the innovations and technology transfer aspects. Thus, to encourage such originalities, the government has established laws and regulations to protect and secure the exclusive rights of scientists, inventors, artists and other gifted citizens to their intellectual property and creations, particularly when beneficial to people and its nation. When the IP laws are being violated, the offender will be inflicted with fine or imprisonment or both. Currently, there are three major IP laws in Thailand: Trademark Act (2nd revision in 2000) Patent Act (3rd revision in 1999)  Copyright Act (amended in 1994) Other drafts in the pipeline are the Computer Crime Act, the Electronic Funds Transfer Act, and the Data Protection Act. 4. Electronic Commerce The Electronic Commerce Resource Center was set up by the cabinet resolution in December 1998 as a unit within NECTEC where drafting of the Electronic Commerce Policy Framework is being planned. E-commerce infrastructure project has been carried out by NECTECs sister organization Internet Thailand Company, which started a neutral yet highly diverse portal site called THAI-DOT-COM (http://www.thai.com) with free commerce hosting provision to all business partners (merchants, banks, and application service providers). 5. Software Park Software Park is the first and unique infrastructure Thailand ever built for this new software industry. Local software developers in Thailand can enjoy professional support for international marketing. It also provides a one-stop meeting point for potential customers both locally and from abroad as well as providing high-speed networking. In addition, world-leading companies like Intel, Informix, IBM, etc. have invested in RD infrastructure for local software companies to use at very low cost. 6. BOI incentive on IT related industry Electronic Industry: This is to promote specific industry in order to respond to the development in the New Economy. Thai government offered tax-based incentives to stimulate such investment, such as Corporate income tax exemption for 8 years, regardless of location. Exemption on import duty on machinery relevant to production process. Additional privileges according to zonefurther tax and duty reduction as well as allowances for infrastructure investment. Singapore o Well-connected IT infrastructure facilities such as the science-park (ranging from biotechnology to robot researches) and information superhighway which enable Singapore to become IT hub for exportable services, for instanceconsulting or engineering advises, in East Asia. o Focusing on RD, the fastest growing activities in Singapore, since Singapore has competitive advantages on superior infrastructure and manpower capabilities to explore this possibility. o Implementation of E-Government Services people saved time through complete government-related transactions (e.g. tax, registration and licensing fees). As a result, this action has saved cost for government on transaction filings, while saving cost and time for the business sector. Malaysia o Due to the aspiration of becoming a fully developed country by 2020, the Malaysian government has developed a path that has been strategically mapped out to ensure that the objectives of 2020 visions are achievable. o With the focus on welcoming the information technology age phenomenon, the government has created the Multimedia Super Corridor (MSC) in which is a world-first, world class place to help companies of the world test the limits of technology and prepare themselves for the future. o Creation of the perfect global multimedia climate. Cyberjaya: a conceptualized model intelligent city with multimedia industries, RD centers, a Multimedia University and operational headquarters for multinational firms wishing to direct their worldwide manufacturing and trading activities using multimedia technology. Putrajaya: a concept of electronic government and administration will be implemented. These two cities are the nucleus of Malaysia strategic vision for the new economy. No one knows whether it would turn out as successful as the Malaysian government has envisioned or not, but at least its government has took a tremendous step by investing into a project that certainly the whole country will realize the impact of new economy and information technology and, hopefully, benefit from it. Transforming Thailand to New Economy needs a very strong foundation and cooperation in every level starting from redesigning infrastructure, IT education, HR development, and IT laws and regulations. These four factors needed to be organized by the government, not only because the whole country needs to be involved in this transforming stage, but the government needs to also provide assurance for the business sector on security issues as well as providing a sense of borderless marketing condition for the company to excel in the global competition. In addition, the government involvement is very crucial; this is to prevent the concentration of IT development in certain sectors or business fields as if would have done by the private sector. And ensuring that the country would explore into the New Economy era together, and that there should be no discrimination in IT development in which, as a result, the country and everyone involved will mutually benefit from this New Economy endeavor.

HR Employee Development & Workplace Learning Essay Example for Free

HR Employee Development Workplace Learning Essay Human resource development and knowledge is extremely essential for the success of an organization because HRD reflects upon the objectives and goals of the business which can be achieved through proper human resource planning and management activities and also through implementing the most effective human resource learning theories such as behaviorism theory and situated theory of learning which enhances the skills and talents of the employees to a great extent. (Allan, C. Greg J. Bamber, Nils Timo.. , 2006). It is extremely important for all organizations and managers to acknowledge the fact that the highly competitive business environment of today’s world mainly focuses upon the efficient use of human resources through learning and training them so that they can produce the maximum in a given time rate. Therefore, managers should clearly understand that they need to concentrate all their efforts into obtaining the best from their human resources. Butteriss,M. , 1998). Human resource development and management has always been a topic of discussion. Companies over many decades have tried to understand the complexities of human resource management and many researchers, analyst and great managers have come up with various theories and ideas to deal with this issue. (John B. P, 2009). To go forward with the discussion of HR development, we should first of all clearly understand what appropriate human resources are. Appropriate human resources refer to the individuals within the organization who make a valuable contribution to management system goal attainment. Research into this matter has proven that production in all businesses is accomplished by effective human resource interaction and combination of human resource management and theories. (Sheehan, C. , Peter Holland, Helen De Cieri. , 2006). Research has proven that if employee management and performance management (appraisal) works side by side then no problem can stop the organization from going towards success. For example, if through employee training and learning and training theories, the performance and output of the worker is evaluated then that knowledge regarding the workers performance can help the organization in giving bonuses and rewards to the worker for his dedication, motivation and hard work. (Bray, M. and Peter Waring. , 2006). For instance, a worker’s performance is checked through the performance appraisal system and it proves that the worker is very efficient and hardworking, then that worker can be awarded rewards and bonus for his efficiency and effectiveness. Peetz, D. , 2005) Extensive research into this matter has also proven that if organizations only focus on building and training their employees and do not focus on any program of performance check or management then these organizations will not be able to achieve effective results in the long run. This is because employees need to be constantly checked in order to find out whether they are working with dedi cation and motivation or whether their skills have become outdated or not. Leaving employees totally on their own can lead to disastrous effects. Performance management has become extremely popular in the recent years because its worth and value has been recognized by most organizations nowadays. Human resource managers now clearly understand that without appraising the performance of their workforce they can never find out how productive and effective their workforce is. Moreover, performance appraisal also allows the organization to give bonuses to their employees for good performance and to motivate them more for the future. Research shows that due to performance appraisals nowadays employees are dealt with strictly when they come late to work on a regular basis. Therefore, performance appraisal immediately makes the employees more efficient and effective and ends any kind of laid back behavior that they already had towards their work. (Mamman, A. and Christopher J Rees. , 2005) HR Management and development comprises of not only employee training but it consists of a broader aspect of employee development, learning and education. Through research, it has been found that the employees who have obtained extensive training, learning and development education are the most efficient and effective ones to work in today’s highly competitive business environment HR management basically tries to build the skills and work tasks of the employees so that they can give maximum success and productivity to the organization for which they work. (Ghai, D. ; Hewitt, C. , 1994) Research proves that the accuracy and fairness of the performance appraisal of employees keeps changing every now and then because the role of HR management itself is continuously changing all over the world due to a multiple reasons. (Hicks, N. L. ,1993) Furthermore, the recent crisis the world is facing namely, the War on Terror, has greatly affected the financial condition of the economy of the world due to which oil prices have increased, unemployment has increased, corruption has risen, privatization and consumerism has taken place and all these policies have had a very strong impact upon HRD as it changes to reduce employee stress. Freeman, C. ; Soete, L. , 1993). There are many theories given by a lot of renowned scholars on various issues of HR Management. Two of them are Behaviorism Theory and the other is the Situated Theory. These two theories play a major role in enhancing a trainer’s understanding of the learning process. The Theory of behaviourism is useful for the development of competencies and also for exhibiting technical skills. This is a learning theory and is most advantageous when a change in behavior of a worker is desired. This theory is really helpful for all the major organizations in the world as it plays an important role in judging the attitudes of the employees. Behaviourism is actually a model of training for employees. The systematic training designs, training objectives, computer or electronically device based learning, and also competencies are all a major part of behaviorist learning theory. There are few assumptions related to this learning theory which are to be given importance in order to implement it in an organization.

An Introduction To Food Service Industry

An Introduction To Food Service Industry The purpose of this chapter is to critically review the literature relating to Food Service Industry, the position and attributes to gain costumers perception. The arrangement starts with the role of food service, with investigation into the food and beverage operations. Subsequently, considerations into Service Quality point were dimension such as expectance and perception and an illustration of service quality model are taken. In addition an overview into the food and beverage service employment. An important point is mentioned regards to food quality and influences on costumer expectance and perception. Furthermore, sections such us menu planning and meal experience will taken to enrich the research. Finalize with an important point nowadays, were environment impacts will be take into consideration. 3.2 The role of food service The provision of food and beverage service (Davis et al., 1999) and eating away from home are increasingly and there is widening diversity in the nature and type of food and beverage on offer (Lillicrap et al., 2002). In addition conferences organizers are very familiar with the need for a high quality of food and beverage service within venues (McCabe et al., 2000). There are many reasons that clients normally desire to include a food service function in conferences and meetings. Shock and Stefanelli (1992, p.132) in McCabe et. al., (2000) have suggested several reasons such as: to create an image to provide an opportunity for interaction and networking to present a person, product to refresh conference attendees and sharpen their attention to provide a interested audience to keep delegates interested in other non-food activities to increase attendance at conferences Food and beverage service is the essential link between menu, beverage, and other services on offer in an establishment, and the customers (Foskett and Ceserani, 2008). The food and beverage function is characterized both by its diversity and by its size of the event as example of conference, meetings, exhibition and business events (Davis and Stone, 1991). Also can used as an effective tool to satisfy attendees and built attendance, as it empowers an attendees sensory memory of an event (Kim et. al., 2009). It is a significant and critical part of conference operations, and responsible for a high percentage of revenue for the venue (McCabe et al., 2000). In the past, food and beverage service was not important for conference centres, however now when a conference or meeting is organized, food and beverage services plays a fundamental role in the decision-making (Meetingnet.com, 2002 p. 35). Various groups and function venues dynamically search more out for group business as groups can be serviced with minimal costs and within particular times (Davis et al., 1999). Arranging an efficient food and beverage service for groups and functions at time can be very challenging. In many instances, groups may want very specific items, at very specific times and require special menus, or even an out-of-hours service (McCabe et al., 2000). 3.2.1 The food and beverage operations For a particular food and beverage operation the choices of how the food and beverage service is designed, planned, undertaken and controlled are made taking into consideration a number of organisational variables (Foskett and Ceserani, 2008). Figure 5 shows the variables that food and beverage operation has to take into account. Figure 5: Food and beverage operations. Source: Adapted from Foskett and Ceserani (2008) A food and catering service into the conference industry is characterised as function catering. That may be described as the food and beverage service at a specific time and place, for a specified number of people, to an arranged menu and price (Davis and Stone, 1991; Foskett and Ceserani, 2008). There are a variety of function events ranges from providing a bar in a reception area where delegates for a conference are able to assemble before their meeting, to large formal banquets of over 1000 where six to eight courses meals are served (Davis et al., 1998). 3.3 Service quality concept The concept of service can be explained as an interaction between employees and customers (Ball et al., 2003). In this context service quality characterize the level of service that is delivered by operations (Sasser et al., 1982; Walker, 1990; Johns et al., 1994; Jones and Pizam, 1993). It is almost defined in terms of customers perception of expected quality and experienced quality (Brown et. al., 1993). However, service quality is a complex concept and generally needs more than one model to explain it (John, 1996). Many researches making effort to define service quality, they usually on quality service and how it reaches the customers needs. Service quality can be again described as the difference between customers expectation and distinguished performance (Lovelock, 1992; Juwaheer and Ross, 2003). Therefore, services providers need to explore ways to increase productivity, which rely on objectives and goals to be achieved of the service although including quality. Product quality usually ends in the eyes of customers, particularly in the service industry. However the criterion used from customers to evaluate it might be complex and difficult to describe, in particular involving services with high labour content because performance of labour can be different from producer to producer, also each customer can perceived it differently (Berry et. al., 1990). It is also measured according to the level and direction of difference between experience and perception (Sasser et. al., 1987; Gronoor, 1982). Moreover, Ogowicz et. al. (1990) states that perceived service quality can be see form external of the actual operation that appears between customers and servicer provider. In additional, Wyckoff (1992) and Becker and Murrmann (1999) argues that service quality is the level of excellence planned to meet customers requirements. Meeting or exceeding customers expectation is the means to ensure good service quality. Service performance can be judge as a low or high by customers comparing their expectation (Parasuraman et.al., 1988) Customers have a wide range of choices regards to a food service business. From many years of dining experience, customers expectation of service quality have increase and the food and beverage industry is competing to rising it market share (Raajpoot, 2004). As well in the present market place, service quality is know as one of the mainly significant aspect in expand and retaining the successful relationship (Svensson, 2002). Most organisations and managers now realise that customers satisfaction can generate a long-term success, the market were they control which not only include customers but also competitors, regulatory governments agencies and the overall marketing environment (Kandampully, 2001). Therefore, researches can be conducted to identify what creates and retains customers satisfaction and ways to evaluate. 3.4 Dimensions of service quality The intangibility concerned services make it more complicated for consumers to evaluate than product quality because cannot be stored or held. Services are complex to assess until subsequent they have been performed, and even towards it still difficult. However, service quality can be observed as a measure of quality of the delivered-service level equivalent to customers expectations (Lewis and Booms, 1983). Parasuraman et. al. (1985) developed a well-know research concerning service quality, to recognized factors that costumers perceive about service quality. As the research result, they revealed general criteria as the ten principle dimensions of service quality, commonly know as SERVQUAL dimension in order to judge an organisations service quality by customers. Figure 10 illustrates those ten factors. Figure 6: The ten principle dimensions. Source: Adapted from Parasuraman et. al., 1985. Initially, the research proposed 22 statements to identify consumers perception and expectation of service quality. Secondly, those statements represent the ten determinants of service quality (Parasuraman et. al., 1988) illustrated on figure 10. Moreover, service quality emerges from comparison of expected service with perception. Development of model concern service quality suggest that expected service is influenced by three key criteria which as Marketing/Service Package, Personal Needs and Desire and Past Conference Meal. (Parasuraman et. al., 1990). In this research the initial service quality has been adapted to food service function into the conference sector. Figure 11 will demonstrate service quality process to measure costumers expected service and perceived service quality. Figure 7 Service Quality Model to Conference Food Function Source: Adapted from McCabe et al., (2000); Parasuraman et. al., (1985). Even so, it has been suggested that expectations are bound by adequate and desire levels, with a zone of tolerance in between. Although a model has been suggested to conceptualise service quality, with gaps representing the problem associated with the difference between processes to assess costumers expectation ands perception on the food providers performance (Parasuraman, 1991). GAP 1: The procedural gap First gap is the difference between what management believes customers want and what customers really asked for. GAP 2: The understanding gap Second gap is the difference between costumers expectations and managers perceived from costumers expectation. GAP 3: The behavioural gap The service delivered is different from the service specification. GAP 4: The promotional gap The difference between what has been promised by marketing communication activities and the actual service delivered. GAP 5: The perception gap Level of service perceived by costumer diverges from the service actually provided. The model helps catering managers recognise the understanding of customers. Also offers a clear thoughtful to managers who require improving the service quality provided by their service process. Consequently, managers gain the knowledge to improve their service quality and how they can understand their customers expectation and make then pleased which can promote a successful result to a conference meal service (McCabe et al., 2000; Rogers 2008; Zeithaml et. al., 1990). 3.4.1 Expectance and Perception of service quality Customers translate their needs into a series of expectance of the service or product that stand on this ability to satisfy an assured or implicit need. If the food function meets and exceeds these expectations then the customers will feel satisfied and will feel that they have received quality (Parasuraman, et. al., 1985 in Davis et al. 1998). However, if the food function does not meet their expectation, then there is a gap between customers expectations and the perceived characteristics of the service and quality will not have been provided (Davis and Stone, 1991). Customers have different background which influences his or her perception (Olsen et al., 1998). Service delivery is variable and difficult to measure because of the individual character of the contact between customer and services provider (Lashley and Lee-Ross, 2003). Moreover, these needs become a series of expectations for customers such as the type of food they desire, how they would like to be greeted and how much they are prepared to pay (Lockwood et al., 1996). In additional, culture, mood and timing jointly with the customers previous experience can effect on the way service is perceived (Walker, 1990). It is understandable that successful service providers will depend on the individual service delivered, being capable to interpret the customers requirement and adapt the service delivered to their desire (Lashley and Lee-Ross, 2003). If the customer expectations are meet or exceed, they will be satisfied and will have a quality experience (Lockwood et al., 1996). Service providers seen to be more concerned about customers expectance and service delivered, it is important take into consideration if there is a mismatch between service delivered and what is expected, customers are less likely to return (Jones, 1989). Figure 9 illustrate four main outlines to meet customers expectations. Figure 9 Customers expectation Model Source: Adapted from Martin (2003). 2.4.2 Customer expectations Customer expectations are the required level of performance that customers require from a service (Swan and Trawick, 1980). Also based on how well services providers are able to fulfil customer needs and desires (Westbrook and Reilly, 1983; Woodruff; 1987). It plays a central role in understanding the evaluation of service quality (Oliver, 1980). A range of methods for concept customer satisfaction have been proposed, each theory are based on different foundation. The commonly conceptual definition based on expectancy theory, is that customer expectations are predictions created by the customer regarding to what they believe it will be the result of a service provided or exchanged (Clow et. al., 1997). The models of service quality and customers expectation Model see figure 9 stresses the role of expectations. As a result, food service providers should be not only to meet the customers expectations but also to exceed them. Even so, it should be evidenced that exceeding customer expectations by a very high level is both profitable and dynamic, also it will increase cost and customers will have even high expectations when they repurchase. (Olsen et al., 1996). 2.4.3 Customer perceptions Customer perceptions play a vital to the concept of service quality. Perceptions are customers beliefs when they receive and experience service. It gives an explanation on how customers perceive service and how they evaluate their feelings. Additionally, it is important that organisations and managers understand the criteria that customers use to measure service quality (Gale 1994). On average, customers do not perceive circumstances in the same way for the reason that they comprise different needs, objectives and past experiences which persuade their expectations (Seaton and Bennett 1996). Perceived quality is highly connected with service quality and customer satisfaction (Ndhlovu and Senguder, 2002), a high perception of service value can result in greater satisfaction and intentions to return (Tam, 2000). In the food service industry, customers evaluate, compare an establishment with is competitors, and that evaluation is based on satisfaction, where they observe evaluation of service quality from employees, product quality and price (Lewis, 1984; Johns, 1992). 3.5 Food and beverage service employment People working in food and beverage service are the main point of contact between customers an establishment (Foskett and Ceserani, 2008). It is an important role in a profession with an increasing national and international status (Lillicrap et al., 2002). A research conducted by Bowdin and Pherson (2006) states figures regarding tourism service industry. In UK, 13,276 people are employed in the industry as their main job, with a further 337 employed as their second job (The Labour Market review for the Travel Service in Bowdin and Pherson 2006). Moreover, People 1st (2009) registered on total 56 per cent of the labour force are employed on a full time basis and 44 percent work part time. Also the research suggests that conference and events is the largest employer with 13,771 employees, this figure does not included in the figure above. While is difficult to assess the number of employed into the industry. It is obvious that growth in employment in this are and associated sector is occurring. The innovative industries have seen a rise of 400,000 employees in an eight years period (Bowdin and Pherson 2006). The hospitality, leisure, travel and tourism sectors surrounded by the fastest growing in the UK, with standard growth in the sector sitting at 7 per cent over the last 5 years, compared with a 4 per cent growth rate across the economy as a whole. Furthermore, it is predicted that 15,000 new jobs will be created in these sectors between 2002 and 2012 (Bowdin and Pherson 2006). From the Food Service Industry Profile (2009) in Peoples 1st (2009), a research shows that according to the labour force survey 2007/08 183,902 people work in food service establishments in the UK., which 67 per cent are women. They also supported that 15 per cent of those people working in the food and service industry are from black and ethnic minority. Furthermore, graphics 8 and 9 shows the employment by gender and full and part time employment into the food service industry: Graphics 1: Employment by gender and full and part time. Source: People 1st (2009). An additional data from the research reveal the industry age management profile, it says is relatively old when compare to other industry within the hospitality, leisure, travel and tourism sector. More than half 52 per cent are aged between 30 and 49 compared to an average of 35 percent across the sector. A further 27 per cent are aged over 50. Across the sector this figure stands at 17 per cent. 3.6 The concepts of food quality Food quality is generally distinguished from concept of value. It is understandable that food is a core product in any food establishment. Perception of food quality is part of the cognitive process, which influences satisfaction/ dissatisfaction as well as need fulfilment, expectancy affirmation, equity/inequity, also regret and unapprised cognition (Frewer et al., 2001). A high standard of service and quality of food with more sophisticated atmosphere can be found in a coffee shop or speciality restaurants; higher priced à ¡ la carte restaurant with more extensive menu and one or two cocktail bars in the hotel (Davis et al., 1998; Edwards and Nick, 1994). A well in conference centres were function meals served requires professionalism in preparing, planning and producing these meals; knowledge of the diners / customers and their expectations, desire and reasons for eating out are other crucial factors of food quality (Gustafsson et. al., 2006). Examining customer satisfaction, finds that food quality is part of top nine factors tested that had a considerable effect on customers intention to return in a food service. Likewise, the crucial factor of selecting food service establishment is determined by quality of food (Cullen, 2004). 3.7 Importance of food quality A researched carried by Kim et. al. (2009) analyse the influence of conference food function on attendee satisfaction shows that the quality of food content is the leading determinant of an attendees satisfaction with the food function performance. However, consumers are increasingly becoming knowledgeable and sophisticated about food; they usually expect and require food with genuine quality. If companies are prepared to respond to these demands and reflect them in their marketing strategies, the bottom line quality will appear for it self (Wheelock 1992). A term of quality are generally described rather differently between costumers and the provider (Wieske, 1981), and normally includes items such as the food variety, quality of ingredients, nutrition, portion size and price, those appropriated to meet customers desire and nutritional requirements contributing to pleasure of eating (Daget, 1988; Seo and Shanklin, 2005). 3.7.1 Customers role of food quality Food is not only a basic need of life but, it is a survival necessity. Eating is a part of activities of the daily routine, where variation, life style, imagination and imagination on food preparation and presentation (Wieske 1981). With food and service product price and variety can be widely provided. In general, customers are prepared to pay more for what they recognize to high quality service or product (Wheelock 1992). Quality on food can be relatively a complex issue. The food quality approach is engage into the natural sciences based on measurability of food quality characteristics. Those product and services characteristics are classified by costumers researches, transforming those in natural part of the product or service definition and can be conveyed to the next link to improve process on those processes with right specification related to an ingredients, manufacture procedures, packing and service standards, called specifications (Daget, 1988; Becker, 2000). Specifications are the meaning by product knowledge which is transmitted to all those concerned at the service or product. Any failure to certificate this will inevitably confuse those who face the problem of putting the design into production (Daget 1988). The product knowledge and quality expectation is powerfully influenced both by the companys marketing and advertisement as well as by the type of how it can be demonstrated and provision in the trade (Wieske 1981). 3.7.2 Influence of food sensory aspects on costumers Food providers can be even less confident about how much that food contributes to an individuals meal experience (Edwards and Nick, 1994). Experienced quality, including all sort of sensory pleasure particularly taste, and it is influenced by many ways for instance, the product itself, past experience which applies to both food quality and mood of the customer (Frewer et al., 2001). Despite the fact that sensory quality of food is just a part of the customers eating experience, it is very vital for food development, market testing and quality control (Nick et al., 1994). Costumers can use their sensory dimension and the freshness of food to evaluate food service quality or perceived value A successful food service function is the one which ensures providence of appearance, aroma, taste, temperature and texture are all as customer expectations (Jones, 2002; Lee et al., 2004). It is important to note that psychical quality of food is a vital part of customer satisfaction. Sensory aspects of food quality are perceived by numerous items (Jones, 2002), illustrated on table 9 the follow senses: Table 9 Food sensory aspects. Senses Examples Sight, Appearance Colour, visual texture, portion size, apparent freshness and purity; Smell Aroma, some part of flavour which is actually perceived through the olfactory area; Taste Combinations of sweetness, sourness, saltiness and bitterness to create unique flavour of food; Kinaesthetic Sense of muscular movement such as chewiness and tenderness; Touch, Texture Smoothness, dryness, lumps, fluid or solid including rare, middle or well done level of steak; Hearing Some foods are recognised by a crackle during chewing; Temperature Serving with low temperature or high temperature depending on types of meals or sweet. Source: Jones (2002). 3.7.3 The influence of food sensory attributes on customers The sensory attributes of a food plays an important role in it overall acceptance process. For example, it has been well acknowledged that there is specific design to the growth of pleasantness/unpleasantness as a function of the strength of food related sensory attributes. It is makes clear that customers expectations about the sensory properties of food have an influential effect on perceived food appearance (Thomson, 1994). According to many researchers regarding on the relative influence of food quality on customer satisfaction and behaviour (Auty, 1992), the sensory dimensions may perhaps be a core quality and seen as fundamental role to improve perceived service value in a food service context. Additionally the sensory attributes as well play a key role in the customers attempt to assess a particular food function performance (Kivela et al., 2000; Lee et al., 2004). A research conducted by Hester and Harrison (2001) reveals that the sensory attributes can be transformed into a perception of food quality by the costumers that may go ahead to repeat purchase. In addition, a better perception of costumers permit food providers to meet their needs and offer a wide range of nutritious, delicious, attractive and good value products. 3.7.3.1 The importance of appearance, flavour and texture Appearance is the first sensory sense that influences costumers to be interested in the food (Cardello 1994; Lawless 2000). It includes essential sensory attributes of the food as its colour, shape and size as well as more compounds attributes such as translucency, gloss and surface texture (Cardello 1994). Colour often predominate costumers expectations about flavour, and changes in shape or colour can reduce the sense of sameness. It predicts quality and motivates costumers expectations concerning other sensory attributes (Lawless 2000). Astonishing colours may possibly persuade caution until the food is determined to be safe, palatable, and nutritious (Lawless 2000). Although the visual appearance of the food is a potential influence on acceptability, package related to shape, colour, design, associated logo, symbols, brand item; and names are also important (Cardello 1994). Several researches has been conducted concerning important specifics attributes as important sensory factors involving acceptability of food variety, issues from costumers knowledge of food texture is essential to understanding its overall contribution to food acceptance. Furthermore, most of researches that have been conducted with food costumers, flavours are more often mentioned than texture as a reason liking or disliking food (Cardello 1994; Cardello et. al., 1983; Cardello and Maller, 1987; Hendrix et. al., 1963). On the other hand, other studies have indicated that texture is mentioned more often as a reason for disliking a food than as a reason for liking it (Schutz and Wahl 1981). Many others attributes have been taken into consideration, such as gender, socio-economic status and geographical location were factors related to awareness of texture. Women prefer to be more texture conscious than men, an attribute shared by people in higher socio-economic classes (Schutz and Wahl 1981). Despite the fact that the texture of food products can have a profound effect on perceived acceptability, an even greater influence is applied by the flavour of food (Cardello, 1994). 3.7.4 Expectation and perception on food quality Food services are characterised basically by experience also by an acceptable quality dimensions. For most quality dimensions, costumers can not recognize quality before or during the process, however, they have to create quality expectation which is called quality indication. There are generally two quality indication outlining the expectations which are extrinsic quality and intrinsic quality (Olson and Jacoby, 1972 in Frewer et al., 2001). Extrinsic quality factors refers to everything including price of the product or the brand Also, it includes atmosphere and service quality of staff (Frewer et. al., 2001). Measure satisfaction factor, it is becomes more critical as customer expectations and perceptions of product change. Customer product expectations are expected to increase, also their expectations of money value (Edwards and Nick, 1994). A research conducted by Dube and Renaghan (1994) recognises the importance to focus on relationship between satisfaction and the frequency of repeat purchase. In addition, they suggest to food service environment different ways to encouraging repeat purchase based on aspects such as tasty food, atmosphere, attentive staff, helpful staff, consistent food, menu variety and waiting time. Into the food service industry intrinsic quality refers to physical characteristics of the product or service, for example, when the taste or the appearance is inferred from the colour or other aspects include appearance and brand knowledge (Frewer et al., 2001; Tregear and Ness, 2005); also staff appearance and atmosphere of dining hall (Kim et. al., 2009). In addition, customers meal acceptance normally is not only influenced by food quality itself (intrinsic quality) but customers may rely previous meals experiences and value expectation (Oh and Park, 2000; Hartwell, 2004). 3.8 Menu planning The aim of food menu or beverage list is to inform customers what is available to them (Davis et al. 1998), in apparently random fashion with the food being raw, prepared or cooked. Individual menus came into use early in the nineteenth century, as the twentieth century advanced, and people settled around the world, the food service industry began to introducing different style of food and service (Foskett and Ceserani, 2008). Function catering venues normally work on menu planning based on the guidelines in the financial and marketing policies, the different types of menus offered by a function organisation (Davis et al. 1998). Usually, those venues adopt the cyclical menus, these are complied to cover a given period of time: months, or seasonal. The length of the cycle is determined by management strategies (Foskett and Ceserani, 2008). Table 6 shows the advantages and disadvantages of cyclical menus. Table 6 Advantages and disadvantages of cyclical menus. ADVANTAGES DISADVANTAGES Cyclical menus save time by removing the daily or weekly task of compiling menus, although they may require slight alterations for the next period. When used in association with cook-freeze operations, it is possible to produce the entire number of portions of each item to last the whole cycle, having determined that the standardised recipes are correct. They give greater efficiency in time and labour. They can cut down on the number of commodities held in stock, and can assist in planning storage requirements. When used in establishments with a captive clientele, the cycle has to be long enough so that customers do not get bored with the repetition of dishes. The caterer can not easily take advantage of good buys offered by suppliers on a daily or weekly basis, unless such items are required for the cyclical menu. Source: Adapted from Foskett and Ceserani (2008). Manage menu planning for conference events, should take several factors into consideration: food costs, delegate requirements, the type of items required by the client, nutritional concerns, seasonality, staffing implications, and the overall impression that the meal will give to delegates (McCabe et al., 2000). As a sales tool, menus often will by using well-planning and presented advertisement techniques, direct the customers what they are buy (Davis et al. 1998), also it is important to present clearly to clients and delegates the quantity, quality, price, brand (if necessary) and means of preparation of items within menu (McCabe et al., 2000). 3.8.1 Menu selection From conference managers, food function is related to cost driven, as food and beverage sector accounts for 28% of the total expenditure for the conference industry, which is the single largest portion (