Organic Food †Does It Really Makes a Difference? Essay

   There are increasing debates about whether the organic food really makes a difference. Organic food has been commonly seen as better taste, healthy, safety and environment friendly, but is it true? This paper hopes to find out the exact conclusion of that debate, as well as consumers’ perspective of organic food, and its influence on hospitality industry. 1. Introduction of Organic Food 1. 1 Definition of Organic Food Organic food has a strict regulation that determines what kind of food can be labeled ‘organic’. According to the Food Safety Authority of Ireland, â€Å"Organic food is the product of an agricultural farming system that places a strong emphasis on environmental protection and animal welfare. † (Peter, 2006; Food Safety Authority of Ireland, Organic Food, 2004) As well as the organic produce export committee defined it as â€Å"organic production emphasizes the use of renewable resources, conservation of energy and resources, and preservation of the environment, without the use of synthetic fertilizers and pesticides† (Peter, 2006; Organic Produce Export Committee, 2002). Based on the quotes, we know that the organic food has many benefits that conventional food does not have, such as environment friendly, healthy, no hidden danger and so forth. 1. 2 Consumer’s Awareness of Healthy Eating â€Å"Foodborne disease caused by microbiological hazards is a large and growing public health problem in Europe and worldwide. † (Deborah, Christopher, Patricia, 2003, p. 434). Thanks to the technology, by watching the press coverage from TV and the Internet, worldwide public awareness of food quality and nutrition has been improving dramatically. A research conducted by Annelies states that â€Å"food has become less safe, less tasty, a bit more expensive and certainly less healthy. † (Annelies, Xavier, Jacques, 2002 p. 615). As a result, nowadays the organic food is getting more and more popular around the world. Moreover, according to Aikaterini M (2002, p. 346) â€Å"better taste, being like home-grown, being free from BSE, genetic modification and food additives are motivations for buying organic food†. It is said that the demand of organic food is growing gradually, and now people are more willing to buy organic food rather than conventional food. 2. Debate of Difference between Organic Food and Conventional Food Now because the people concern over their healthy issue and its link with food has been intensified recently, and likely to become more so, it drives great many articles getting more concentration on writing about healthy eating style; among these articles, plenty of debates have been arisen for arguing whether the organic food is better than the conventional food or not. 2. 1 Standpoint of Organic Food Is Better Than Conventional Food Generally, the organic food is more expensive than the conventional food, but consumers still willing to pay a premium for organically grown products. â€Å"According to the results of the organic food consumer survey, respondents who claim to be an organic food consumer rank â€Å"healthiness† first, â€Å"taste† second and â€Å"environmentally friendly† third. † (Annelies, et al, 2002, p. 614) 2. 1. 1 Healthiness and Food Safety. Firstly, based on organic food definition, it clearly informs its customers that it does not use of any chemo-synthetic fertilizers, pesticides and pharmaceuticals. Regarding conventional food, we cannot say all of conventional food may contain harmful substance due to pesticide residues remain on food, but what can be sure is the conventional food indeed has risk that threat to health. (Faidon, Fotini, & Antonis 2006) The threat probably is less effect for adult, but still may cause danger to fragile parties, such as babies and old people. Actually, some scientists’ report â€Å"certain pesticide in conventional food could, over many years, raise the risk of cancer and other disease in humans. † (Faidon, et al, 2006, p. 25) The report also states that the leafy vegetables and fruits with thin skin, lettuce and strawberry for example, are contained much more chemical residues than other types of food. Thus, these high-risk foods should always eat organically farmed, or on the season. 2. 1. 2 Taste of Organic Food. Secondly, another debate point that does the organic food taste better than other types of food, the article, written by Laurence and Stacey (2002), said the claim that all organic food taste better than conventional food is not a valid one. Based on his research, the organic orange juice does prove it has a better taste, but his research also shows that there is no difference in taste by compares the organic milk and conventional milk. It is fair to say not all of organic foods taste better than conventional foods, but after all some organic foods are really more delicious than other foods. On the other hand, we should not ignore the physiological effect. Many reports and articles admit that there is a worldwide belief that consumers think the organic food does taste better. (Anne, Albert and Clive, 1995; Fotopoulos and Krystalli, 2002; Justin and Jyoti, 2012) It is a great deal of emotional conviction. As a result, even few organic foods do taste nothing special, the general uninformed consumers still taste organic food ‘better’ because of bias of perspective. 2. 1. 3 Environment Friendly Thirdly, according to exist research, the organic agriculture is perceived as friendly for environment and animal welfare. (Bord 2000; Annelies et al, 2002; Anne et al, 1995; Koen, Joris, & Guido, 2009) According to the report by Bord (2000), the organic farming has many advantages that the conventional farming does have, such as protecting the long term fertility of soils, encouraging soil biological activity, conservation of wildlife and natural habitats and so forth. Additionally, as the author mentioned above, consumers increasingly concern to environment issues, which is going to become a trend of green movement in hospitality industry. (Zhang and Jing, 2011) 2. 2 Viewpoint of No Difference between Organic Food and Conventional Food Some research point out the main reasons prevent consumers to buy organic food are lack of availability, expensive, and satisfaction with conventional food. (Emma and Tony, 2005; Aikaterini, 2002) Another research conducted by Faidon, et al (2006), states that organic food probably just buying for peace of mind, because they believe organic food makes no noticeable differences than conventional food. To be more specifically, as the author mentioned above, the food safety is ranked as the first reason consumers buying organic food; but in fact the research shows that chemical residue remained level is limited and acceptable in the majority of conventional food. (Faidon, et al, 2006) Even though some types of conventional products, such as strawberry, are contained much more chemical residues than other, but many consumers can be satisfied by choosing other substitutable conventional product to replace the unsafe food. On the other hand, the acceptable amount of chemical residues in conventional food may has minimum effect on normal people’s health; at least for now it is still the subject of great scientific controversy. (Faidon, et al, 2006) Additionally, because the lack of availability of organic food, the consumers sometimes do not have any options but choose conventional food; therefore it may does not have a noticeable advantage that the organic food bring, unless consumers eating organic food only for a long time. 3. Consumers’ Perspective of Differences between Organic food, Conventional Food and Genetically Modified (GM) Food, and Their Impact on Hospitality Industry Despite lots of scientists argue what they believe or doubt whether the organic food really worth the money or not, and no matter how many researched data they used to support their view, uninformed consumers always are the major group who judge the organic food based on their own knowledge and perspective. The common sense tells them the nature products are always the safest for human being. Moreover, unlike the conventional food and GM food, the organic food provides a clean label and easily understood ingredient list. In contrast, the first image of consumer’s perspective of conventional food is that it uses of chemo-synthetic fertilizers, pesticides and pharmaceuticals. Although the conventional food has many advantages that the organic food does not have, such as cheap, big, always widely available, and less limited product range, but these advantages are all highly relied on harmful substance (small amount). On the other hand, the GM food also does not give consumers any better confidence in food safety and quality. In fact, based on research, the majority of consumers have negative attitude towards GM food because they do not have exactly knowledge to know how GM food being produced. (Annelies, & Jacques, 2003) Hence, in relation to consumers’ perspective, organic food really makes difference, by reason of people can assure there is no risk in foods, especially ensure the food safety for fragile party such as babies, pregnant women, older people and so on. Nowadays, not only the increasing consumers choose organic product, but also the restaurants and hotels have realized that the label of ‘organic’ is bring opportunities to them. Based on the research by Zhang and Jing (2011), more and more hoteliers start to bring organic food on their menu, in order to serve a fine quality food and attract customers. A research of consumer behavior and purchase intention for organic food indicates that â€Å"health, availability and education from demographic factors positively influence the consumer’s attitude towards buying organic food; and the overall satisfaction of consumers for organic food is more than inorganic food. â€Å" (Justin and Joyti, 2012, p.419) Therefore the marketer involved in sale of organic food, hotels for example, must set and implement a proper strategy to take this chance to maximize the market share. 4. Conclusion and Recommendation Research looked into any differences between organic food and conventional food, in order to find out the substantiations of whether the organic food is better or not. By review many relevant literatures, the author finds out that organic food does make differences in relation to the human healthy, food safety and environment friendly. Regarding to the taste of organic food, the author finds out not all of organic food taste better than conventional food, but some of the organic products indeed have a different flavor. However, in relation to the matter of the whether the organic food has more nutrition than conventional food or not, the evidence for that is scare and questionable. Thus, despite of nutrition factor, the author conclude that organic food really makes differences, and is indeed superior. Even though the organic food is better than conventional food, the author still recommends that consumers should eat both organic food and conventional food, by considering the high price of organic food and not always available. While, regarding to vegetables and fruits which contain great amount of chemical residues, such as the strawberry, the author suggest consumers to buy organic if possible, otherwise eat those foods as less as possible. Finally, the hoteliers should do some market research to find out the opportunities that organic food can bring in, and implement a proper strategy to maximize the market share and get benefit from it. Reference Peter M. (2006), Organic food – Nature knows best. Shannon College of Hotel Management Organic Produce Export Committee (2002), National Standard for Organic and Bio-Dynamic Produce, Australian Quarantine and Inspection Service, Canberra. Food Safety Authority of Ireland. (2004), Organic Food. Deborah A. C. , Christopher J. G., Patricia P. (2003). â€Å"An investigation of the factors underlying consumers’ implementation of specific food safety practices† British Food Journal Vol. 105 (7), 434 – 453 Faidon M. , Fotini A. , Antonis Z. (2006). â€Å"Organic Food: Buying More Safety or Just Peace of Mind? A Critical Review of the Literature† Critical Reviews in Food Science and Nutrition, 46:1, 23 – 56 Laurence F. , Stacey A. (2002). â€Å"Does organic food taste better? A claim substantiation approach† Nutrition & Food Science Vol. 32(4), 153 – 157 Annelies V. , Xavier G. , Jacques V.(2002). â€Å"Are organic food consumers opposed to GM food consumers? † British Food Journal Vol. 104 (8), 610 – 623 Aikaterini M. (2002). â€Å"What motivates consumers to buy organic food in the UK? Results from a qualitative study†. British Food Journal Vol. 104 (3), 345 – 352. Willy L. , Philip S. (2006). â€Å"Customers’ Preferences to Healthy Meals†, Joseph S. Chen, in (ed. ) 2 (Advances in Hospitality and Leisure, Vol. 2), 265 – 273 Emma L. , Tony W. , (2005). â€Å"Australians’ organic food beliefs, demographics and values†, British Food Journal Vol.107 (11), 855 – 869 Annelies V. , Jacques V. (2003). â€Å"Exploring and modeling consumer attitudes towards genetically modified food† Qualitative Market Research: An International Journal Vol. 6 (2), 95 – 110 Anne D. , Albert J. T. , Clive C. , (1995). â€Å"Who buys organic food? A profile of the purchasers of organic food in Northern Ireland† British Food Journal Vol. 97 (10), 17 – 23 Fotopoulos, C. , Krystallis, A. (2002). â€Å"Purchasing motives and profile of the Greek organic consumer: a countryside survey† British Food Journal Vol. 104 (9), 730-65.Justin P. , Jyoti R. , (2012). â€Å"Consumer behavior and purchase intention for organic food† Journal of Consumer Marketing Vol. 29 (6), 412 – 422 Koen M. , Joris A. , Guido V. H. (2009). â€Å"A meta-analysis of the differences in environmental impacts between organic and conventional farming† British Food Journal Vol. 111 (10), 1098 – 1119 Bord Bia, (2000), Prospects for Organic Food in Ireland. Zhang C. , Jing Y. (2011) Green Movement in Hotel Industry Opportunities and Issues That Hoteliers Are Facing. Shannon College of Hotel Management.

Glue out of Cigarette Filter and Acetone Essay

This chapter includes the past related literature / studies and researches, articles and some information gathered to guide in this study or research. REVIEW OF RELATED LITERATURE According to (Marvilde, 1981), Classroom absence is a major factor responsible for falling standard in school education system today. Future of the nation always takes place in schools. School is such an organization, which deals with the betterment of society. According to (Khatri, 2013), School absenteeism has a far-reaching impact on a child’s academic progress and future. Absenteeism creates a dead, tiresome and unpleasant classroom environment that makes students who come to class uncomfortable and the teacher irritable. According to (Segel, 2008), in quality terms, absenteeism is a waste of educational resources, time and human potential. Students who have absenteeism problem generally suffer academically and socially. According to Lotz & Lee (1997), indicated that sustained absences might affect retention as it may degenerate into truancy. The study also revealed that the act of delinquency is more frequent among students who exhibit low grade, have spotty attendance an d later on drop out of school. Many factors can contribute to student absenteeism. Family health or financial concerns, poor school climate, drug and alcohol use, transportation problems, and differing community attitudes towards education are among the conditions that are often associated with a child’s frequent absence from school. According to (Marburger, 2001), It disturbs the dynamic teaching learning environment and adversely affects the overall well being of classes. Absenteeism is the one angle of viewpoint is one of the common causes of degrading performance of the student. According to (Australia, 2004), identified four major dimensions of absenteeism truancy, school refusal, school withdrawal and early leaving. It is important to identify the different dimensions of absenteeism in tackling the problem because they require different interventions. Truancy as the persistent, habitual and unexplained absence from school of a child of compulsory school age, although it can occur with parental knowledge and sometimes consent. According to Bond (2004), included fractional truancy, this occurs when student arrive late or leave early or spend entire days away from school. School refusal differs from truancy in that children refuse to attend schools even in the face persuasion and punitive measures from parents and school. These students stay at home with the knowledge of their parents and school administrators. According to (Mc Shane, Walter & Ray, 2001), School withdrawal means children are absent from school because their parents keep them away from school on a frequent basis. Their parents do not enroll them at school. Early leaving refers to children fewer than 15 who drop out of school before completing their schooling. According to (Williams, 2001), Attendance is an important factor in school success among children and youth. Studies show that better attendance is related to higher academic achievement for students of all backgrounds, but particularly for children with lower socio-economic status. Acco rding to (Epstein & Sheldon, 2002; Ready, 2010), Beginning in kindergarten, students who attend school regularly score higher on tests than their peers who are frequently absent. Chronic truancy (frequent unexcused absence) is a strong predictor of undesirable outcomes in adolescence, including academic failure, dropping out of school, substance abuse, gang involvement, and criminal activity. According to Savers, D. Et al (2005), when the student misses a day of school. Students have lost the chance to hear other’s interpreted and analyze the lessons or joins the introductions within the class. According to Nakpodia and Dafiaghor (2011), â€Å"lateness† can be defined as the â€Å"situation where an individual arrives after the proper, scheduled or usual time. Nakpodia and Dafiaghor attribute lateness or tardiness to a lot of factors or causes. Going late to bed and waking up late next morning is the most common. The authors’ added film watching late at night as a cause for tardiness. The student may forget that he/she needs to be in school the next day. Nakpodia and Dafiaghor as a possible cause for tardiness also consider the distance between the student’s home and school or solely the school’s location. Not just because it takes more time to get to school, but according to the authors, the student is susceptible to more distractions and hindrances along the way. Parent’s untimely tasks and commands are also reasons that students come late to school. Habitual tardiness can also be  learned from other members of the family, especially from the older ones. Lack of a firm and consistent policy on punctuality also encourages students to come late at school since there are no consequences attached to lateness or tardiness. These causes of tardiness will lead to serious effects. Nakpodia and Dafiaghor emphasized that lateness or tardiness is not just the problem of the late student but it affects the surrounding people. A student coming late in class distracts the rest of the students and disrupts the flow of the teacher’s discussion. It is even a burden to the student/s whom the late students ask for what to catch up with. The rest of the effects given by Nakpodia and Dafiaghor are about the welfare of the whole school, its productivity and revenue. Knowing the possible effects of lateness or tardiness, it is necessary for solutions to be executed. Studies have revealed that those students with â€Å"perfect or near-perfect attendance† have good grades compared to those students who miss classes often and latecomers. Nakpodi a and Dafiaghor stated that school administrators must lead by example. They should be punctual in their own meetings and classes to avoid students to think that being late is just all right since even the authoritative persons are doing it. They should as well teach it and integrate it in every lesson. The effort on the remedy on lateness or tardiness does not start and end with the school. It must begin with the parents of the students and the government must take part as well. Transportation must be improved in order to avoid students getting stuck in traffic or encountering other obstacles down the streets. According to Lauby (2009), puts it as a term used to describe â€Å"people not showing up on time†. According to Breeze et al. (2010), contributed by saying that, lateness is synonymous with â€Å"tardiness†, which implies being slow to act or slow to respond, thus not meeting up with proper or usual timing. According to Weade (2004), defined tardiness as â€Å"being late for any measurable length of time past the stated or scheduled start time for work or school.† In most schools, a student is considered tardy when he/she is not present when the school bells rings or when the first teacher starts to give instructional materials for the first subject in t he morning class. A study conducted by Barbara Lee Weade on 2004 tried to â€Å"determine if school tardiness is a predictor of work tardiness†. It provided a lot of literature that observes correlations and factors affecting a student’s tardiness. As cited by  Weade, the 3rd most common cause for the failure of a student is â€Å"excessive tardiness and unexcused absences†. Weade gathered data from the schools of participating students. First and foremost, she asked consent from the students and their parents in order to gain permission to collect their school records. She collected and studied the attendance and punctuality records of these students based on the number of unexcused absences and minutes of tardiness. Her study showed that among high school students, the grade point average is correlated with absences and tardiness. This means that students with better attendance and punctuality have higher grade point averages and vis-à  -vis. Her study was also able to show that attendance and punctuality of students are not consistent throughout the year. There were more absences and tardiness at the latter part of the year. Gender has also shown to be a non-factor in the attendance and punctuality of high school s tudents. The study was very comprehensive in its subject matter. It tackles not just school tardiness but also its implications on work tardiness. It shows that â€Å"students who are on-time for school classes are also likely to be on-time at work while students who are tardy frequently at school will probably also be tardy at work†. The study requires a lot of data but Weade was able to gather a sufficient amount. Though some possible correlations were not established, it is outside the scope of this research. According to (Sprick and Daniels, 2007), It creates problems, not just to the students but also to the teachers. It stated that the range of the teachers’ response was â€Å"from ignoring them to sending them to office†. This variation could lead the students to confusion as to how important it is to be on time in going to class. Another reason is the lack of motivation. Students who come to school on time are not given incentives or rewards. Also, responses to tardiness are lenient, that is nothing is done until the tenth strike or more. Another reason is â€Å"giving the student the impression that they won’t be missing anything if they are late† since in some classes, no important activities or instructions and no lessons are being done for first few minutes. Lastly, crowded hallways could create traffic, thus blocking the way of other students and making it hard for them to pass through. According to (Cowan Avenue Elementary School Community, 2007), Cowan Crier, the official School Publication of CAESC, also states that while having â€Å"occasional tardy† isn’t a big deal, unfailing tardiness  is and it gives students problems including being ill prepared for the job market. According to the results of the study of the U.S. Department of Education on â€Å"truancy†, which is related to tardiness, being present and on time in going to school are big factors on the â€Å"success and behavior† of the students. CAESC has their policy worked this way. Other schools initiated interdisciplinary curriculum that integrates discipline and conduct in academics. According to CAESC (2007) and Zeiger (2010), the most essential learning time of the day for the students lies in the morning, specifically between 8:00 to 9:30 AM. It is because the students are most mindful and observant at this time of the day. It is also the reason why the most important lessons and subject matters are discussed during this time. So when students are late or are not present during this time of the day, they, in effect, miss out most of the important lessons to be noted and learned. Thus, it is a lot important to value time and practice being on time while being a student. According to Zeiger (2010), the results from the survey report conducted by teachers show that students with high tardiness rates have â€Å"higher rates of suspension and other disciplinary measures†. Zeiger stated â€Å"Students who are frequently tardy to school are also more apt to be fired from a job for showing up late†. According to Santillano (2010) stated that psychological theorists considered some â€Å"personality traits, including low self-esteem and anxiety† as triggering factors of tardiness. She also mentioned that while some theorists considered tardiness as an â€Å"inborn quality† since our being early or late is â€Å"partially biologically determined†, which she also agreed, other experts also believed that some people are â€Å"chronically tardy† for the reason that they consciously and unconsciously get good things from it. In the book cited by Santillano, â€Å"Never be late again: 7 cures for the punctually challenged†, the author Diana DeLonzor suggested that some personality traits could most likely lead to a person being often late. Some of the traits included were â€Å"struggling with self control†, â€Å"feeling nervous or uncomfortable with social situations† and â€Å"getting distracted easily†. Santillano also discuss ed about the study conducted by DeLonzor at San  Francisco State University in 1997 in which she surveyed 225 respondents about their habits that makes them late from their appointments. It was also a test on the personalities of the respondents that affect their habits. According to the results of DeLonzor’s study, those respondents that were often tardy apt to be anxious and gets distracted easily. According to Oghuvbu (2008), female students are more likely to be late than male students because of â€Å"their involvement in domestic activities by their parents†. Also, as cited by Oghuvbu, â€Å"distance to school, school discipline, family background and school location†. Another study was the one conducted by Enamiroro Oghuvbu in Nigeria. The objective of the study was to determine the causes of the absenteeism and lateness among the secondary students in Nigeria and to seek for solutions to the growing problem. The study revealed that the causes of lateness among the secondary students in Nigeria were â€Å"going late to bed because of watching films and home movies, resulting into wake up late in the morning, distance to school and keeping friends who are not students†. These results went consistent with the results of Oghuvbu’s reference studies which proves that tardiness among students have been a growing problem and that it is caused, not jus t because of the students but also because of the lack of imposing discipline from the parents. According to (Emore, 2005), are some of the common causes for the tardiness of the secondary students? According to Pimentel and Quijada (2011), focused on the frequency of use by the UP Cebu freshmen students of Facebook and a part of the study tackled about the effect of the famous social networking site to UP Cebu students’ punctuality and academic performance. For their study, Pimentel and Quijada collected 60 respondents and provided them with questionnaires. The questionnaires contained questions that ask the respondents about their use of Facebook and its effects. A certain question asked the respondents if late-night use of Facebook has an effect on their punctuality. According to the results of the study, three out of 60 respondents are always late, eight said they are sometimes late, 12 said they are seldom late and 37 said that they never get late due to late-night use of Facebook. Generally, the results showed that the respondents are seldom late in class because o f late-night use of the social networking site. Ledoux, as cited by Pimentel and Quijada, said that lack of sleep causes neural malfunctions and further affects a person’s  behavior. In the study’s case, it is a student’s punctuality that is affected. According to (Britt, 1988), situations such as â€Å"crowded halls, limited opportunities for social interaction, irrelevant course content, and teacher indifference†. According to (Damico et al., 1990) are also factors that affect a student’s attendance and punctuality. As mentioned by Weade, personal values, financial security and lack of parental guidance. Some schools have already started finding solutions that would effectively minimize and/or eliminate tardiness among students. One of the solutions made by some schools is implementing tardiness policies, wherein they take steps in approaching the students and parents for them to solve the problem. According to Cordogan (as cited by Weade, 2004), said that a school in Chicago, Illinois adapted a similar curriculum and yielded positive results. Students under the interdisciplinary program exhibited more positive behaviors from students not from the curriculum. Interdisciplinary students showed less absences and tardiness, as well as higher grades. Other schools made smaller academic changes such as developing personality works and cooperative learning activities, such as creation of portfolios and tutorial to younger students. These taught the students better goal setting, decision-making skills and time management. In return, students under these behavior modification programs yielded less tardiness and higher grades.

Customer behaviour towards online shopping Essay

Customer behaviour towards online shopping - Essay Example Introduction 1.1 Introduction The development of the Internet has not only provided a technological tool but also an essential tool for commercial dealings. In recent years, business people and their customers have increasingly used the Internet for a variety of purposes. Businesses use the Internet and other online functions such as electronic mail as a means of advertising their products and popularizing their brands to their prospective customers. The Internet has also made it possible for consumers to research the brands and products they intend to buy and then purchase their desired products online. Businesses that have embraced the use of the Internet have seen their organizations grow at the same time that they have seen their costs of advertising shrink (Evans, 2009). Such firms have also witnessed an increase in overall sales levels due to increased online shopping. Industry related sources such as the Interactive Media in Retail Group (IMRG, 2012) anticipate that Internet s ales just in the UK will be approximately seventy seven billion pounds or more by the end of year 2012. The Internet can have profound effects on the way one conducts business. It has become a vital tool and avenue for carrying out trade and aids to trade, i.e. commerce. As a tool, it equips buyers and sellers with adequate information on products and services. As an avenue, it overcomes the limitation brought about by geographical distance, time zone, and the need for a physical office. Great Britain has experienced the fastest growth in terms of electronic shopping in the entire Europe, having estimated sales of sixty eight billion pounds in the year 2011 representing an increase of 1.6% (Wood, 2012).... This paper considers general Internet usage in the context of marketing, provide an overview of online shopping, and discuss the profitability of online shopping over the past few years, before looking at Tesco and Asda specifically. Finally, since the factors that affect consumer confidence towards online shopping are diverse, it is important to study some of the factors within e-marketing frame such as product, price, promotion, distribution and customer service. Technological factors and demographics as well as social factors are also important and are considered as the macro environment of marketing. The World Wide Web has dramatically increased the general use of the Internet. In 1993, the World Wide Web was developed to be a commercial tool by the British scientist Tim Berners-Lee. Instead of using the Internet's â€Å"World Wide Webâ€Å" as a technological tool, the Internet quickly became an effective commercial outlet for vendors and customers. By late 2000, the Internet already had more than 450 million online users thanks to the convenience of the World Wide Web. According to estimates by Nua, there were already more than 30 million hosted websites as reported by the various server organizations by that time (Web update, www.nua.ie/surveys). This proves that the Internet environment is very effective and important for business (www.emarketing.com). E-business success through the Internet is also evidence of increasingly new customers to online shopping for company products and services.

The general characteristics of Temple Architecture Essay

The general characteristics of Temple Architecture - Essay Example One of the key characteristics of ancient temple architecture was their dedication to a deity. Most of the ancient temples were built as a dedication to the gods that were worshipped in those times. The Roman temple of Fortuna Virilis is also referred to as the temple of Portumnus because it was in dedication to the Roman god Portumnus, the god protector of the harbors and trade at sea (history of roman). The Greek temple of Poseidon in Paestum, Italy was also a dedication to the Greek sea god, Poseidon and even had a massive statue of him in its main hall (Cape Sounion,2008). While the temple of Amenhotep was largely a dedication to his father amen, the northern part of it was dedicated to the Egyptian god Osiris (Andrews, 2005). The Mesopotamian white temple was built at a very high place, on the ziggurat platform, because the people of Mesopotamia believed that it was in high places that their god would visit the earth (Sumerian Art). Thus as part of their architecture, most of th ese temples had statues that represented the deities to which they had been dedicated All temple architecture was inspired by religious beliefs but perhaps none portrays this so much as the Egyptian Temple designed by Amenhotep the third during his reign. This is the largest temple to ever be built in Egypt. It boasted 385,000 square meters coverage and was built in such a manner that it could flood when the waters of the Nile rose, leaving only the inner part dry. This was based on the religious belief that when the water level went down, the re-emergence of the temple would signify a sort of rebirth of the world, like in the time of creation (Andrews, 2005). The Greek Poseidon temple was also based on the religious belief that since Poseidon was the sea god and the temple was located near waters then it would only be fitting to dedicate it to the sea god in order to win his favor (Cape

Advanced Entrepreneurship Research Paper Example | Topics and Well Written Essays - 1000 words

Advanced Entrepreneurship - Research Paper Example This will add value to the stakeholders. This new brand will broaden the cash flows of the company and reduce the risk of failure due to diversified income sources. The project might consume an average of 50 million dollars for it to run effectively. The full implementation could take an average of 1 year. The new product will be SMART (specific, measurable, achievable, realistic and time bound) (Taylor, 2009). The product is planned to include next generation technology that will help create a high demand for the admissions. This will help increase the quality and pricing of the classes. The company also expects support from NGOs and the government. School fees shall include operating expenses plus profit for the company. The main cash flow target will be school fees, library subscriptions and sale of projects done in the school by continuing/completing students. Most academic institutions all over the world will normally teach students the basics to the area of study and leave them to explore real life applications for themselves. This means that employers will need to hire experienced workers or first train their own through internships, internal training colleges, internal online colleges, extended probations and contracts. If Triangle solutions could train their own software developers, employers would highly appreciate the relief and demand such students. Students would also be very willing to learn from the actual developers of software. Triangle Solutions would have the opportunity of hiring the best and/or the most talented students as their staff. It would also be an opportunity for extended research and skill on software development products. The students will help the company develop its products and introduce new products. The opportunity will also help the company to increase its staff and regularly train the current staff in a cheap way. Most companies will not prefer purchasing ready-made software, but they

Comparative assessment of options for the management of municipal Essay

Comparative assessment of options for the management of municipal solid waste - Essay Example The imperative problem in these countries is lack of resources. This problem produces several others problems which directly or indirectly effect environment of these countries. In addition to this Cambodia has to face natural calamities like flood, drought etc each year. These again contribute in enhancing environmental problems in this country. (Dos, 2005) Cambodia is a small country with many rivers. Major rivers of Cambodia either drain into Tonle Sap or into the Mekong River. The Cardamom Mountains & the Elephant range divide the region into three zones. In the eastern zone rivers flow into Tonle Sap. In the western zone rivers pour into Gulf of Thailand. While the rivers of southern zone flow towards south on the eastern side of the divide. Tonle Sap gets seasonal flow of water. In months of September & October due to monsoon rains ,the flow in Mekong river increases enormously .Thus water overflows and inundates the delta. Flowing north ward this water empties into Tonle Sap. As a result the lake overflows, there by increasing its size from about 2,590 sq km to about 24,605 sq km. These recurring floods are not only big blows to the economy of the Cambodia but also cause devastating effects on the environment of the effected places. After flood decaying plants and animal bodies carried with flood water are remains scattered throughout the places. Due to which the atmosphere of those places get polluted. Decaying substances get dissolved in ground water as well as in fresh water of water bodies. This cause post flood famines in this country. After flood when the water level of Tonle Sap retreats a new layer of sediment gets deposited. Due to annual flooding and poor drainage the surrounding area of the lake gets transformed into marsh lands. During dry seasons these marsh lands are unusable for agriculture .Comparatively lesser amount of silt is carried away from the lake by Tonle Sap River than deposited by Mekong River. Thus gradually silting the lake and decreasing its water level and causing scarcity of water in dry seasons. Cambodia suffers from occasional droughts. These droughts cause soil erosion and reduce soil fertility, which declines agricultural yield in favorable season. Cambodia being an agricultural country, to cope up with this problem increasing yield substantially was necessary. To fulfill this purpose use of fertilizers and pesticides are increasing day by day. Pesticides can be divided into three subgroups namely Insecticides, Fungicides & Herbicides. Insecticides comprise of Chlorine, Phosphorous, Carbonate chemicals such as DDT, Aldrin etc. Herbicides are generally used for controlling growth of weeds. These cause less harm to the environment than insecticides. Example of Herbicides are Atrazine , Propachlor etc. Herbicides do not leave long term effect on soil. Fungicides are mostly used in vegetable farms and orchards. The factors such as soil type , depth of water table , rain fall infiltration and persistence

Zionism Overview Essay Example | Topics and Well Written Essays - 1000 words

Zionism Overview - Essay Example The essay "Zionism Overview" talks about the Zionism in terms of today and historical events and the importance of the Zionism for today Jews and the government of Israel. Zion is the biblical term used for Jerusalem as well as the Land of Israel. Jews have yearned to return to Zion ever since their exile from Zion almost 2000 years ago. This learning is embedded in the literature, rituals, culture, and prayers of the Jews. Contemporary Zionism evolved during the late half of the 19th century as a result of anti-Semitism in the Western Europe and Jews’ violent persecution in the Eastern Europe. â€Å"Modern Zionism fused the ancient Jewish biblical and historical ties to the ancestral homeland with the modern concept of nationalism into a vision of establishing a modern Jewish state in the land of Israel†. Theodor Herzl is the pioneer of modern Zionism. He consolidated the different aspects of Zionism into a structured political movement, thus drawing global attention toward the establishment of a Jewish state and motivating Jews to migrate to the land from all over the world. The way he saw Zionism reflects in this statement, â€Å"I believe that Zionism will not cease to be our ideal even after we come to settle in the land of our forefathers in Eretz Israel, for within the Zionist idea is contained the aspiration to moral and spiritual perfection†. Today, several decades have passed since the establishment of the Jewish state and Zionism serves as the leading nationalist movement for most of the Jews all over the world.

Constitutional Law of the EU Essay Example | Topics and Well Written Essays - 2000 words - 1

Constitutional Law of the EU - Essay Example As such, Lord Denning stated that EC law was directly applicable at national level under domestic law. However, the term â€Å"directly applicable† has created ambiguity and the principles of direct effect and indirect effect will determine whether the Council Directive relating to pension funds (the Directive) is directly applicable under UK law4. If a provision of EC law is directly applicable, section 2(1) of the ECA asserts that â€Å"all such rights, powers, liabilities, obligations and restrictions†¦Ã¢â‚¬ ¦ shall be recognised and available in law, and be enforced, allowed and followed accordingly.† The current scenario is concerned with the failure to implement the Directive and this analysis will review whether Adil can enforce the rights he would have had if the Directive had been implemented under the doctrine of direct effect, or alternatively, what his rights are against the state for damage suffered as a result of failure to implement the Directive. The specific nature of directives lies in the type of obligations they impose5. Ultimately Member States have discretion as to how to implement a directive, however they must comply with the positive obligation to implement the directive in the first place6. Problems have arisen as to whether Directives themselves can be invoked by individuals in national courts as giving rise to individual rights7, further compounded by the question as to whether a Member State can be liable for damage resulting from its failure to implement a directive, which is pertinent to Adil’s position. In order to be directly effective, a provision of EC law must constitute a complete legal obligation capable of enforcement as such by a court8. Moreover, in the case of Francovich v Italian Republic9, it was asserted that the pre-requisite for direct effect was that the relevant provision of EC law had to be sufficiently precise

Internet business Essay Example | Topics and Well Written Essays - 3250 words

Internet business - Essay Example This instant connectivity has not been lost on business. As quickly as consumers are buying personal computers and accessing the Internet through modems or cable boxes, businesses are building and implementing web sites on the Internet, sensing the great potential in sales, advertising, and customer service. For some businesses, using the Internet is not just an extension ÃŽ ¿f their normal business, it is a matter ÃŽ ¿f survival. Without a web site, many businesses would not able to compete within their marketplace. However, in the frenzy to secure a "presence" on the Net, many businesses have not properly evaluated the risks they face when expanding activities to the Internet. Some businesses simply have not considered whether this new sales and advertising "tool" creates new exposures for them. Others have regarded their activity on the Internet to be merely an extension ÃŽ ¿f their normal functions, creating no new risks for them. Unfortunately, this mindset could lead to major uncovered losses for businesses. Somewhat in the same manner, insurance professionals have not thoroughly examined the exposures created by doing business on the Internet. There has been little review ÃŽ ¿f existing policies to determine if they provide adequate coverage for Internet sales or advertising, and not much has been done to identify any "new" or "unique" risks that have originated with e-commerce. This truly is the information age, and one ÃŽ ¿f the easiest sources ÃŽ ¿f information to access is the Internet. Everyone seems to be headed for the Internet in one way or another. It has become a primary vehicle for communication, replacing the telephone, regular mail service, as the way to communicate effectively in business and personal life. Business has flocked to the Internet for several reasons. Some 'f these are the same reasons that have driven the general public to the Internet--ease 'f communication and the ability to get information and conduct research quickly and efficiently from the comfort 'f one's office or home. But business also recognizes the huge potential the Internet provides for advertising, sales, and cost reduction--driving more dollars to the bottom line. The objective 'f this article is to evaluate the risks businesses face by using the Internet in sales, advertising, and other online activities. These risks will then be analyzed in view 'f several standard commercial insurance policies: ISO's Building and Personal Property Coverage Form (CP 00 10 06 95(*)), the Business Income (and Extra Expense) Coverage Form (CP 00 30 06 95*), and the Commercial General Liability Policy (CG 00 01 01 96(*)). The analysis will review the perceived exposures 'f a business with a web site to determine whether these standard coverage forms protect the business from anticipated losses. The analysis will identify exposures that do not appear to be covered under these forms. In particular, the analysis will attempt to identify risks unique to the Internet. This article will

Sociology Essay Example | Topics and Well Written Essays - 1250 words - 12

Sociology - Essay Example ution, or a new release of iProduct, sociology looks at things through sociological imagination or sociological consciousness in an attempt to decode how these events or social forces influence the society. Berger offers sociological consciousness as one of the best descriptions of sociological imagination (author, p. 4). He explains that the sociological consciousness engages us in the meanings and patterns to make sense of what is really going on in our society. Sociology has three broad perspectives: functionalist, conflict and symbolic interaction. Each of these perspectives looks at different aspects when it comes to understanding the society. Each of them focuses on certain social dynamics. While the functionalist and conflict perspective view things in a broader angle, the symbolic interaction view things in a more intimate level. The functionalist perspective views society as a system of interrelated and interdependent parts (author, p.30). It likens the society to our body, wherein one part is interrelated and interdependent with another part. One part of the body cannot be separated from another, or else the entire body will cease functioning properly. The society is made of such that allow it to function properly. Examples of these are its members, the school, culture, the government, and other institutions. Although the conflict perspective does not reject the functionalist perspective that the society is a system of interrelated parts, it focuses more on the separation of these parts, or organizations that make up the society. The symbolic interaction perspective, on the other hand, aims to understand the interrelationships of these parts, and how each one is be ing interpreted differently by each system, or organization. With these focuses alone, we can see that the three perspectives are focused on the different aspects of the society, therefore interpreting each social issue or event in a unique ways. Based on how the three perspectives view the

Too Much of a Good Thing Essay Example for Free

Too Much of a Good Thing Essay To persuade my audience to be cautious in using medicines and supplements that are usually considered beneficial. Central idea:Medicines and supplements that can be beneficial are sometimes harmful if ingested in large amounts. Introduction 1. Attention-getter There is an old saying that â€Å"Too much a good thing is wonderful. † Is it always true? A young woman went out on her sailboat one Friday afternoon. She suffered a back injury, causing terrible back pain. For pain relief, she took a painkiller. For the next three days, she ingested the pills at more than twice the recommended dosage. On Tuesday, four days after she started the pills, she died en route to the hospital from liver damage. 2. Credibility Since I heard about the story, I have done some research in this area. 3. Preview of main points Today I’m going to talk about the problem of taking excessive amounts of drugs and then discuss the possible solutions. (Transition: Let’s examine the problem in more detail. ) Body I. Many people don’t know that taking excessive amounts of medicines and supplements can be dangerous. A. Ambien, a sleeping pill, makes you sleepy, so will you go to sleep faster if you increase the dosage? 1. Perhaps, but you could suffer breathing problems, and even lapse into a coma and die. 2. This is the finding of Dr. Daniel F. Kripke, professor of psychiatry at University of California, San Diego. (The Dark Side of Sleeping Pills) B. Ibuprofen relieves pain, but if too much is taken, it can cause gastrointestinal bleeding after just three days. (General Practitioner) C. Dr. Bill Edwards, director of inpatient care at Children’s Hospital in Peoria, IL, relates the story of a child patient. 1. The child displayed all the signs of a brain tumor (dizziness, pressure inside the head, extreme headache, and blurry vision). 2. Tests could find no evidence of a tumor. 3. Further tests revealed an overdose of vitamin A. D. Vitamin A and other vitamins can be toxic in large amounts. (Dr. Joshua Hamilton, professor of toxicology at Dartmouth College) 1. Too much vitamin B6 can cause nerve damage to arms and legs. . Too much vitamin C can cause kidney stones. 3. Too much vitamin D can damage kidneys. (Transition: We’ve seen the problem – what is the solution? ) II. The solution is to be cautious and well-informed. A. Collaborate with your doctor on which pills, vitamins, and supplements you should take. B. Always study labels for dosage directions and never take more than the recommended amount. C. Be aware of possible compl ications. 1. Even if you take the recommended dosage of one medicine, there can be a toxic interaction if you are taking other drugs at the same time. . Make a list of all vitamins, supplements, and pills that you use, and include the amounts you consume. 3. Ask your doctor and pharmacist to analyze the list to make sure you are safe. D. Educate yourself. 1. See health books in a library or buy them at a bookstore. 2. Subscribe to health magazines and newsletters. E. Be careful with health info on the Internet. 1. You can trust reputable sites, such as the health sections of ABC News, MSNBC, and CBS. 2. But be cautious when search for health information using a search engine like Google. Dr. Kathis Kemper, Holistic Pediatrician) 3. Going back to Dr. Edwards and the child who overdosed on vitamin A, do you know why the child consumed megadosage? 4. The parents had been persuaded by some Websites that vitamin A is a cure for hyperactive children who can’t concentrate in school. 5. A Web search will turn up hundreds of sites that tout the healing powers of vitamin A. 6. These sites are devoted to selling supplements, so you can’t trust them to be objective. (Transition: Let’s summarize. ) Conclusion I. Summary A. Substances that can be good for you are sometimes harmful if ingested in large amounts. B. Collaborate with your doctor and pharmacist. C. Always stay within the recommended dosage. D. Stay well-informed by consulting books, magazines, and reliable websites. II. Closing remarks We know we can’t always accept the old saying, â€Å"Too much of a good thing is wonderful. † Better advice is another saying, â€Å"Too much of a good thing can be awful.

Importance of Cell Cultures

Importance of Cell Cultures Introduction Cell culture is an extremely widely used process by which cells are removed from their natural environment and grown artificially under controlled and monitored conditions. It occurs in vitro, or in glass, more specifically in multicellular eukaryotic cells. The cells may be removed from their habitat directly and disaggregated with enzymes or mechanically before harvesting, or they may be a derivative of a cell line that has been created previously. It was adapted from a practice used in the early 1900s and since then it has expanded and advanced research and scientific knowledge enormously. The conditions required for each culture vary, however the artificial environments conditions are consistent. It must consist of a suitable vessel which contains a medium that provides vital nutrients such as amino acids, vitamins, carbohydrates and minerals. Growth factors and hormones are also needed, as well as oxygen and carbon dioxide. It must monitor and regulate physico-chemical environme nt which includes pH and osmotic pressure, as well as temperature. Temperature is kept at 37Â °C, CO2 levels at 5% and humidity at 95%. Cell cultures are an extremely important tool for healthcare scientists. They provide a model system for physiology and biochemistry of selected cells to be studied. By examining their physiology their aging pathway can be studied and their biochemistry allows processes such as metabolic rate to be observed. The cells interaction with drugs could also be observed which proves a useful tool for drug screening programs, clinical trials and pharmaceutical companies. Whatever the purpose for using cell cultures, it is an extremely consistent and reliable process that has good reproducibility of results that can be obtained using a batch of clonal cells. Primary cell cultures are cultures that grow and maintain cells dissociated from their parental tissue via mechanical or enzymatic methods. They can be either adherent or suspension cells. Adherent cells are also known as anchorage dependent cells because they require attachment for growth. These cells are usually derived from organs such as the kidney where they are immobile and implanted into connective tissue. Suspension cells are the opposite and dont require attachment to the culture vessel for growth. These types of cells are anchorage independent cells. They are cells that derive from the blood, where they arent attached to anything but are still suspended e.g. in plasma like lymphocytes. A secondary culture is a primary culture that has been sub-cultured. The sub-culture (passage) occurs when the cells are transferred from a culture vessel to another. This provides fresh nutrients and space for continued growth, because a primary culture has a finite life span. Common primary and secondary lines can be found in Table 1. After the first sub-culture, the culture becomes known as the cell line. Cells only undergo a finite number of replication cycles before cell death. This means that some cell lines will be finite cell lines. However, some cells undergo transformation. This can occur spontaneously but can also be virally induced in vitro. Undergoing transformation gives the cell the ability to divide infinitely, such as HeLa cells. The HeLa line is the oldest and most commonly used continuous cell line. Cervical cancer cells biopsied from Henrietta Lacks in 1951 show that they are remarkably durable and prolific. In 2012, Turner published a paper documenting its importance in the development of the polio vaccine. Table 1: Summary comparison table of cell line examples, their uses and origins Cell Line Original Cells Example paper Henrietta Lack (HeLa) cell line Cervical cancer cells from a biopsy from Henrietta Lacks, first immortalised cell line (Turner, 2012) COS-7 cell line Fibroblast-like cells from African Green Monkey kidney tissue (Vacante et al., 1989) SH-SY5Y cell line Neuroblastoma cells from a biopsy of a 4-year old female TO FIND AND ENTER!!! Hep G2 cell line Hepatocellular carcinoma cells from a biopsy of a 15-year old males liver (Mersch-Sundermann et al., 2004) Jurkat cell line T-lymphocyte cells in the blood of a 14-year old male leukaemia patient (Wang et al., 2012) The COS-7 cell line is a line derived from African green monkey kidney tissue. It is used in research against SV40, a cancer causing virus that was hidden in the polio vaccine (Vacante et al., 1989). The Hep G2 cell line is another continuous cell line of hepatocellular carcinoma. It plays a vital part in the research of human liver diseases by being a model for intracellular trafficking (Mersch-Sundermann et al., 2004). Jurkat cells, another continuous line, are a line of lymphocyte cells used to study leukaemia, T-cell signalling and HIV (Wang et al., 2012). This review will explore the use of cell lines in the laboratory and their applications. SH-SY5Y will be a particular focus, and will explore the application and importance of the cell line as one of the only lines used to study neuronal function and differentiation. SH-SY5Y cell line SH-SY5Y cells are a derivative cell line used majorly in scientific research. SH-SY5Y originally was cloned from a biopsy of bone marrow derived line called SK-N-SH, and then named as SH-SY. The biopsy was from a 4-year old female with neuroblastoma. This was subcloned again to make SH-SY5 and subcloned once more to form SH-SY5Y. Because this cell line has been derived from a primary source, it is a secondary culture. There is new, fresh growth medium in which the cells are suspended not attached, making them anchorage-independent cells in the cell line. They have been widely used since the 1980s, due to their ability to express dopaminergic markers and neuronal function such as neurodegenerative processes. Because of these characteristics, they play a major role in the research of Parkinsons disease. As mentioned before, the cells are subcloned. This process of sub-culturing is also known as cell passaging. Cell passaging is where a new microbiological culture is created by transferring a sample, or all, of a cell culture to a different growth medium. This process prolongs the life of the organism, renews depleted nutrient levels and also increases the concentration of cells in the culture. Cells cannot be held in their primary culture indefinitely because continual cell activity means there will be a gradual rise in toxic metabolites. For SH-SY5Y cells, there is a recommended limit of cell passaging. Passage numbers can affect cell physiology and morphology, protein expression and transfection efficiency, so the limit has been set to 20 to prevent unreliable and irreproducible results being collected. Use of SH-SY5Y cell line in research As conferred, SH-SY5Y is one of the only cell lines that can be used as a model system for neuronal function investigation. It is particularly good for investigating the effective of oxidative stress on neuronal cell lysis. Reactive oxygen species (ROS) at specific concentration are essential for standard cell function however over exposure to ROS is harmful to cells. There are 2 globins whose functions are still unclear. Neuroglobins (NGBs) and cytoglobins (CYGB) role has been suggested to involve detoxifying the effects of over exposure. Excessive ROS has been known to cause cell lysis after ischaemic strokes. By investigating the correct levels and limit levels of ROS it can have an enormous clinical impact on stroke recovery and treatment. Forde et al. investigates the effect of NGB and CYGB on the detoxification of ROS. The influence of cell lysis of surplus ROS is the primary focus, more explicitly hydrogen peroxide. SH-SY5Y cells were cultured at a ratio of 1:1 of Dulbeccos minimum essential medium (DMEM) and Hams F-12 nutrient medium along with 10% foetal bovine serum at 5% CO2 atmosphere. The culture was maintained at 37Â °C in a humidified 95% atmosphere. L-glutamine provided an energy source and sodium bicarbonate acts as a pH buffer. Growth factors and non-essential amino acids (NEAA) are also present and standard factors. In the culture, penicillin and streptomycin are the selected antibiotics used. The pathogen cell membranes are broken down to prevent infection. In cell lines cross contamination can be rife, so using antibiotics prevents this and induced recombinant protein expression. Apart from preventing the obvious infection risk, if there is contamination there will be unreliable and inaccurate results. However, antibiotic resistance means that there may always be a level of low contamination. The prolonged use means antibiotics are only used where absolutely necessary so that it p revents these problems, such as in initial cell lines to prevent contaminated cells being carried on in sub cultures and protecting stock solutions. Methods and Materials After SH-SY5Y had been cultured, they then were transfected. NGB and CYGB plasmids were transfected with SH-SY5Y by nucleofectin. Nucelofectin is a transfection method that requires the use of electrode force to administer specific voltage. Reagents and electrodes produce the conditions required for transfection, which increases the permeability of the target cell. This allows the genetic material present in the culture to transfect into the globin plasmids. This is a reliable mechanism and produces good rates of success. After transfection, the globins were fused with the GFP gene by PCR-amplification. The NGB to CYGB region was amplified and digested with restriction enzymes. Ligation was then performed directly after in to PEGFP-N1 vectors. The culture cells were briefly re-suspended in nucelofactor solution and nueclofected with 2ÃŽ ¼g of plasmid DNA, producing a final result of NgbN1-pEGFP and CygbN1-pEGFP fusion proteins. These produce a yield of 40% eFP positive cells. The PCR identified the expression To examine the success of the transformation, PCR determined the expression of the globins. PCR measures the expression by recording the amount of mRNA present before and after amplification. For reactions involving GFP, fluorophene is added to act as a marker and signal upon excitation. Upon examination, over a 12 hour period there was upregulation 12 hours after transfection, meaning the globins were transfected successfully. This examination isnt thorough enough to provide evidence of success. A western blot was performed to ensure thorough examination. Protein expression can be detected by electrophoresing the proteins through a 10% polyacrimide gel. The proteins were transferred on to a western blot by being electroblotted to an Immobilon P membrane. After staining with primary polyclonal antibodies they were incubated with a secondary antibody, and probed for antibodies upon completion with Supersignal West Pico Chemiliminescent substrate. Figure 1 displays the result of the western blot.

Sudha Chandran: Biography and Profile

Sudha Chandran: Biography and Profile Sudha Chandran On January 28th, 1984, Sudha Chandran stood behind the curtain, staring at the crowd nervously and waiting for the crowd to settle down. It had been a while since she had danced on the stage. The accident had not only left her dejected but also left her fans sceptical about her ability to return to the sacred dance floor. How can a single-legged person dance Bharatnatyam, one of the most intricate Indian dances? She proved everyone wrong. Her dance left the audience spellbound. Sudha was known to have this captivating effect since childhood. The young Sudha was a plethora of talent. She was born on September 21st, 1964 in Mumbai. She is the only child of K.D. Chandran and Mrs. Thangam. Her mother was an exceptionally good singer and her father was an art lover. They instilled in her the love for singing and dancing. Sudha started dancing at the tender age of 3. Seeing how well Sudha was dancing on her own, her father took her to the famous dance school of Mumbai, ‘Kala Sadan’. The principal of the school refused to admit Sudha as she was below the age-limit. Her father pleaded with the principal to at least see Sudha dance and then make the decision. Needless to say, the principal was mesmerised with Sudha’s dance and immediately admitted her in the school. Here, her talent was nurtured under the guidance of her teachers. By the age of 17, she had already performed 75 stage shows and gained popularity for her effortless and graceful dancing. Her parents were her support system. They were very particular about her studies and wanted her to be the best in whatever she did. Her mother left her job and stayed at home so that Sudha’s upbringing was not compromised. She made sure that Sudha went to school, completed her homework, went for the dance class, ate healthy and slept on time. There was no scope of lack of discipline in Sudha’s life. Life was not always dull for her. She was always full of life and made life-long friends during her college days. They went to watch movies together and have road-side food. Life took a sudden turn on 5th May, 1981. She was travelling overnight for a pilgrimage with her parents when her bus collided with a truck resulting in the immediate death of the driver and severe injuries to the passengers. Sudha’s legs were stuck in the wreckage. She was admitted to a government hospital in Trichy, Tamil Nadu. Initially, the doctors thought that she had a minor fracture and treated the leg by putting a plaster on it. It turned out to be a huge mistake. When she went for a check-up to a hospital in Chennai, then Madras, the doctors found out that a wound had not been cleaned properly and, with the plaster on, it had developed gangrene. Whenever gangrene develops in the body, the body part has to be amputated to save the person’s life. Sudha’s leg was amputated in order to save her life. It left Sudha’s heart filled with sadness and her body without a limb. For a dancer, especially of her calibre, it was a major setback. As she couldn’t dance anymore she put all her efforts and energy into studies. She had already finished her B.A degree and was pursuing her M.A in Economics from Mithibai College, Mumbai. The family was heartbroken. Her family had dreamt big for their only daughter. However, no one showed Sudha any pity. They might have been hurting inside, but when they sat together they would talk as if nothing had happened. This helped in avoiding any scope of sympathy and pity for her disability. It was a tremendous attempt to treat her like a person without disability. Through these trying times, her major source of inspiration was her father. He never showed any sign of pity on her daughter and still expected her to have a good life. She learnt to draw strength from her pain. She tried to walk with the help of the crutches as she refused to use a wheelchair. Six months after the amputation she came across an article which changed her life and staged the rebirth of an outstanding dancer. Dr. Sethi was gaining worldwide popularity for manufacturing artificial legs known as the ‘Jaipur Foot’. She could manage to get an appointment with Dr. Sethi, but only after a week because of his busy schedule. Meanwhile, she convinced her parents and set off for Jaipur. Dr. Sethi was stunned by her determination. She refused to leave for Mumbai without getting a foot. He listened intently and understood her requirements. Due to many positions of the foot while performing Bharatnatyam, she needed a more flexible foot than there was. Dr.Sethi created the foot with many nuts and bolts so that it could be bent in any position. When Dr. Sethi presented her with one of the kind foot, Sudha asked him if she could dance again. Dr. Sethi wore the foot and did two dance steps to demonstrate what the foot could do. Sudha knew that the foot would give her, her life back. She practiced dance, wearing the artificial foot, for several hours a day. At times, the pain would be excruciating and often it would bleed, especially when the movements of the foot became fast. But, that didn’t stop Sudha for making her dream a reality; once again. She was surrounded by people who believed in her, especially Dr. Sethi and her parents. Dr. Sethi believed in her and her strength to withstand any adversity. With the support of her loved ones and Dr.Sethi, her confidence and desire to perform on the stage started to return. On 28th January, 1984, after two years of dance practice with the ‘Jaipur Foot’, she performed on the stage at the ‘South India Welfare Society’ of Mumbai. By the time Sudha finished her stellar performance, the entire audience stood up to see the dance of willpower. They could not imagine that a person with an artificial limb could perform such delicate and fast-moving steps. According to Sudha, ‘Once I was on stage, I forgot about my artificial foot. I could only remember that I was performing after a long time and that I had to give my best. The audience’s energy got transformed into my energy.’ Her life inspires people from all walks of life. Ramoji Rao, a Telgu producer approached her with a script titled, ‘Mayuri’ which was loosely based on Sudha’s life. She agreed to play the lead actress and overnight she became a star after the release of the film in 1984. She was presented with a special award ‘Silver Lotus’ and a sum amount of 5,000/- for her role in the film ‘Mayuri’ at the 33rd National Film Festival. In 1986, Ramoji Rao made a Hindi version of the film and titled it ‘Nache Mayuri’. The film was enjoyed by the audiences all across the globe, adding to her popularity. Through ‘Mayuri’, her inspirational story was able to reach out to millions of people across the globe. She believes that everything happens for a reason. She did not let one setback in life ruin her future, â€Å"The accident was a blessing in disguise because without it I would have been just like millions of other dancers. But, dancing with the Jaipur foot makes me one of a kind.† Over the years, she started concentrating more on her acting career. She became part of the small screen and film songs. During the shooting of one of her films, she met Ravi Dang, an assistant director back then. Since then, they have been inseparable. They both provided emotional support to each other. Ravi Dang now manages her dance academy called Natya Mayuri Sudhachandran Dance Academy which is in Ville Parle, Mumbai. She has also established herself as an actress in both on the small screen and in the films. Her name will always be synonymous with courage and dedication. If one thing can be learnt from her life, it is to never give up. Word Galaxy: adversity misfortune; harsh conditions amputate to surgically remove a limb for medical reasons calibre ability; talent excruciating extremely painful; unbearable gangrene decomposition of body tissue due to obstructed circulation or bacterial infection. intricate complex; elaborate sacred holy; revered spellbound awestruck stellar outstanding trying times period of time of hardships or difficulties Fresh Facts: Prior to the accident, she had received two important awards: Nritya Mayuri from the Dance Academy and Bharatnatyam and Nav Jyoti from the Telgu Academy. Dr. Sethi is a specialist in artificial limbs. He is also a recipients of the Raman Magasassay Award. She won the National Film Award – Special Jury Award for her role in Mayuri. The Trend Of Bakery: Justo Eat The Trend Of Bakery: Justo Eat Justo Eat is a bakery with experienced bakers serving all customers with undivided passion. The bakery has a wide range of products for the customers, from a simple mini cheese tart to the often sought-after ice cream cakes. The bakery strives to use only the best ingredient in the market in order to create quality products as ingredient plays an important role to baking mouth-watering delicious food. When the trend of bakery started growing in early 20s, Alvin Lau flew over to Singapore to learn the skills of baking from the established Bread Story. After several years of training, he came back to Malaysia in the hopes of using his skills to teach fellow Malaysians the fine art of bakery besides to create a better living. The first Justo Eat was formed in 2007 in Teluk Intan with a small number of employees, with most of the operations managed by him. From a humble beginning in Teluk Intan, the bakery expanded quickly to Bidor, Batu Gajah, and several regions in Perak. With 4 bakery and 1 bakery academy to boast in a short span of 6 years, Justo Eat has managed to achieve plenty that most could only dream of. Breaking sales of more than RM100,000 and also having the ability to achieve break-even point in a short span of 6 months, Just To Eat bakery is indeed intriguing. Hence, we have chosen this bakery for our research due to its remarkable marketing strategy and also the strategic management of the company. Problems that rose during the course of business and how , using sound marketing strategies, the company managed to stay competitive in the industry, all these would be discussed in the following pages, altogether with the discussion of the bakery industry. 2.0 The Environment Bread is an essential item in all households of Malaysia. It is a necessity that sells very well even in the times of financial turmoil. Though rice is the staple starch for most of the Malaysia population, bread still serves the Malaysia family as it is a choice for breakfast due to the nutrition present in bread. The production of bakery products consists of a few vital components, primarily, sugar, and wheat flour. Unlike wheat flour, the price of sugar over the years has increased ever since the government began cutting subsidies in January 2010. This has caused a significant of 58.6 percent from Rm1.45 per kilogramme (Ariffin, 2012). The hike in sugar price has caused headaches in the bakery industry since sugar is a vital component in the production. However, on the 3rd of February 2012, the government has signed a long-term sugar supply deal that would peg the sugar price of RM2.30 for 3 years, stretching from January 2012 to 2014. Hence, till then the price of sugar would not fluctuate and this is very favorable to the business. The value of bakery products in 2003 reached a whopping RM2 billion with an annual growth of RM65 million over the previous year and it is expected to grow by 4% per annum to reach RM2.9 billion in 2006 (Nordin, Simeh, and Shariff, 2008). There was also a growth in production of bakery products by 1.39%, from 259, 800 tons in 2009 to 263,400 tons in 2010. The increase of production and value of the bakery product is due to the increased use of bakery products by Malaysians due to the rising disposable income and a faster pace of life (Shah, 2011) in the last five to seven years. In 5th July 2012, the Danish firm Palsgaard announced its plan to build an emulsifier plant in Malaysia which will be completed in the first half of 2013 (Culliney, 2012). This announcement further reinforces the bakery industry of Malaysia; allowing greater efficiency of the bread production. The rise of boutique bakery such as BreadTalk, Free Mori, or The Loaf also sparked an increased interest of the public towards bakery products. This latest development of the bakery industry has come to the stage where the choice of buying is not just between white and brown, but a variety of factors due to the emergence of exotic range created by these boutique bakeries. Despite the positive business climate for the bakery industry in Malaysia, the industry still lacks of proper baker association or education that is needed to guide and teach Malaysians regarding this field (Bernama, 2011). Professional training modules need to be implemented in the country in order to create more varieties in the bakery industry and also to gain more knowledge regarding the field. A report released by Euromonitor shows that the retail value of all bakery products in Malaysia has increased from 651.3 million US dollars in 2006 to 742.16 million US dollars in 2011. With appropriate learning environment in Malaysia for the bakery industry, the Euromonitor forecasts that the retail value of bakery product in Malaysia will increase to 871.20 million US dollars in 2016. 3.0 The Industry Our research is based on a bakery store Justo Eat, thus the bakery industry of our assignment is based on the bakery industry in Malaysia, but it is of the bakery industry in Kampar, Teluk Intan, and Bidor instead since these places are where the bakery operates. Since the bakery is not available nationwide, hence, to include major competitors such as Breadtalk or Kings Confectionery which dominate the scene would be unnecessary since they do not provide a direct competition to the bakery in these places. Instead, we would be writing an analysis around these areas in order to provide a better understanding regarding the bakerys business situation. The threat of new competitor in the bakery industry in Perak is very low. This is because bakery is actually a specialized skill is hard to come by, therefore to compete in this industry, one needs to be a learnt baker with enough resources prior to his entry to the industry. It should also be noted that the bakery industry in Malaysia is still very new albeit it is very promising, hence there is not a well-known bakery organization that could produce qualified bakers in Malaysia (Bernama, 2011). Also, the start-up capital for this business is also pretty high, ranging from RM50,000 to RM100,000 for the price of the equipments needed for baking. These baking equipments and machineries are essential for business since the business need to produce thousands of breads everyday. The specialized set of skills needed for the business, coupled with an above average cost of start-up capital, make the threat of new competitors in the market rather low. However, the industry is not without competition. Just-To-Eat faces severe competition in places such as Teluk Intan from a local firm, Happy Angel. The Happy Angel bakery is an established bakery in this region, thus they have extensive resources to compete. Happy Angel bakery has competed with Justo Eat by opening branches wherever they operate in the hope of damaging Justo Eats sales overtime till it is forced to close down eventually. Happy Angel bakery also has competed directly with Justo Eat using pricing strategies in Teluk Intan due to the advantage it has from economies of scale. The price war between these two bakeries went on for a year with Justo Eat emerging as the ultimate winner, however, when Happy Angel bakery was forced to move out due to the diminishing profits. Since bread is a type of fast moving consumer goods (FMCG), theres a variety of substitutes. Substitutes of bread include instant noodles which relatively cost a little higher than bread, yet it provides a better taste for consumers. Whole wheat bread easily available in all convenience store is also a substitute for bread, especially for the health-conscious consumers due to the low level of carbohydrates. Consequently, instant food such as Twiggies and Roti Koko that can be conveniently consumed are substitute products too since it is cheaper. It should also be noted that the small packets of nasi lemak which makes a more filling meal for a cheaper price is also another good substitute product. These products relatively make business a lot harder for bakeries such as Justo Eat because not these products are cheaper, they also offer much better taste than bakeries. Bread is a product of low-involvement, therefore the bargaining power of buyers in the market does not provide a threat to the industry. The low prices of these products do not affect the customers significantly, hence the buyers alone do not impose a great pressure on the bakery. The real threat comes from the variety of substitute products instead since not only these alternate meal options provide a better taste, these products are also subject to price changes constantly. The bargaining power of suppliers is also limited due to high number of suppliers in the market. Suppliers for bakery usually supply raw material, hence these first tiers suppliers can easily be found in the market. Various suppliers compete for the large account of Justo Eat, therefore most often the power to bargain prices usually fall in the hands of this bakery instead. 4.0 Justo Eat Marketing strategies Objective of marketing strategy Product objectives of Justo Eat are desire to grow and enhancing the companys position in the market. Justo Eat is producing high variety of products and maintaining the high quality of products to differentiate and enhance itself in the market. The objective of promotion for Justo Eat is to create awareness among customers and attract more customers in order to increase demand. Pricing objective of Justo Eat is market-share objective. Justo Eat seeks to maximize sales and increase market share for its products. Justo Eat is having distribution channel objective of establishing direct sales contact with final customer to enhance networking generating good relationship for retaining customer. Target market The target market of Just-to-Eat is household who frequently purchase its products especially during special event of wedding and birthday celebration. Justo Eat has high coverage of target market because its product can be consumed daily and convenient to target market. The products being sold are also economically affordable to all customers with low price and full satisfied. Competitive advantage Justo Eat has competitive advantage of good networking with its supplier. The good relationships with suppliers enable Justo Eat to acquire high quality of ingredients with a reasonable cost. The high quality of ingredient will further ensure the product quality. In addition, good relationship with suppliers can help to avoid shortage of ingredients. Secondly, Justo Eat positioned as guaranteed high quality of products which can serve as an instrument to retain customers and carry positive word-of-mouth. Product The top sales product of Justo Eat is bun. Justo Eat bakery provides freshly prepared bakery buns at all times to ensure fresh baked goods are always available. As a result, fresh and high quality buns produced successfully attracting a lot of customer for frequent purchase. Buns such as hawaii pizza, hot dog chicken floss and garlic cheese are generating more sales compare with other bakery products such as cakes. Product line expansion is best to described Justo Eat product strategy. In order to expand the market and boost market share, Justo Eat believed that with wide variety of bread and cakes, different taste of customers can be tailored. In general, it also helps to retain the loyal customer by satisfying their desires through providing a wide variety of bread with good quality, innovative and creative design. For example, Justo Eat carrying variety of products such as fresh cream cakes in cheese series, chocolate and coffee series, fruit series, ice-cream series. In addition, Justo Eat also introduced a product line for festival series such as cartoon series, numbering, wedding and engage, and fullmoon series ( Justo Eat bakery, 2011). Promotion mix On every new opening of branch, Justo Eat rely on banner advertising to grab customer attention. The orange colour of banner can actually brings Justo Eat an identity. Banner is not the only method in advertising the bakery shop, Justo Eat also use brochure. Creative brochure with some important information about company are distributed. Brochures is a low cost advertising method that used by company to create awareness of company to target market. With good reputation, Justo Eat enable to form postive word-of-mouth among the customer. Satisfied customers will spread the positive comment and information about company to their acquaintances and peer groups when they are satisfied with the product purchased. This word-of-mouth is effective and efficient in free advertising. Pricing The price range set by Justo Eat for buns is RM1.20 to RM3.60, tart is RM2.20 and each slice of cake is ranged RM3.20 to RM4.50 while 1kg cakes is in price range of RM28 to RM40. In bakery industry, price war is inevitable, price setting of Justo Eat is relatively lower than competitors. This is useful for rapid market acceptance and maximum sales when come to time for intensive competition with other bakery. Competitor of Justo Eat, Happy Angel Cake House set 1kg of cakes in price range of RM30-RM45 which higher than Justo Eat. (Happy Angel, 2010) A powerful pricing tactics used by Justo Eat, RM 1 price promotions for all breads. Obviously, this is aiming to increase the sales and market share by attracting new customer. Nonetheless, the core advantage Justo Eat can gain from this price promotion is beating down its competitor. The lauching of RM1 per bread promotion is lasting for nine months in order to gain high profit and generated high market share. Competitors had been killed by Justo Eat in this critical period. Place Justo Eat is using direct market channel to reach the market. Justo Eat selling products only in their bakery shop. Justo Eat believed that direct contact with customer is the most effective way to satisfy them. Justo Eat also distribute products to some entertainment shop and campus cafeteria. However, this only serves as a promotional tactics to reach more potential customer to try on Justo Eat bread. As Justo Eat hold that the using of intermediate channel does not earn much profit to them. Justo Eat also invited Taiwanese for demostratation in its shops to attract customers and grab opportunity to learn and improve skills from them. Place strategy that using by Justo Eat is pull strategy which involves a massive word-of- mouth to create demand for product that draws the consumer to seek for it. Pull strategy can easily gather customer feedback on ways improving products. This strategy also can create high demand of products in a short time especially during the period of new open bakery branch. 5.0 Justo Eat challenges and its course of action Despite Justo Eats success, every business surely has to face some problems and challenges among the industry. The trend of the business will lead Justo Eat facing the lowest point of the career with the poorest sale performance due to bread is not the main course for people daily life especially Malaysian. People have other choices of foods such as noodle or rice. In addition, Justo Eat is small in size and the shop recognition is not popular in Malaysia compare to those famous bakeries such as Bread Story. Thus, although the sales is high at the beginning stage, yet the sales drop for a certain period when consumers no longer feel fresh with the bakery. This is a common phenomenon for all businesses. The dropped sales caused Justo Eat to rethink its strategy in order to bear the huge business expenses. As a store with low profit still need to pay for rental, water and electric bill, and employee wages. This kept a critical question for Justo Eat to maintain the business at this sho rt term trough trend. To maintain and even enhance the business during the trough point of the trend, Justo Eat expand the business by opening more branches in other area. The new branches can acquire more customers to gain more sales and eventually increase the popularity of Justo Eat. By doing this, the profitable branch can compensate the low sales branch. Instead of controlled by the trend, Justo Eat take initiative to open bakery academy which provide bakery course. The courses include one day self-interest DIY baking class, specialist certificate course, and professional diploma in baking and confectionery. Different courses had fulfill different student needs to learn a bakery skill. It also brings revenue to Justo Eat. The students who joined the courses in the first year of the commercement of bakery academy can enjoy the priority for partnering with Justo Eat to start own bakery business. By doing this, Justo Eat believed that their venture can be sustained despite the slow trend at certain peri od. In order to maintain the bread and cake business during the slow trend, Justo Eat put more effort in ensuring the performance at store level. The management emphasizes in cleanliness and hygiene of the shop. This helps the firm to earn some credits for the operating environment. It will influence perceive value of consumer, and then it will affect consumers purchasing decision making. Furthermore, the quality of product never been neglected and the best service is provided for customer. To establish employee morale in doing this, Justo Eat management had built up a clear reward performance system culture among the employee. Justo Eat only hire those employee with capability and good working attitude. Moreover, monthly meeting held in headquarter with the entire branch manager is necessary to understand every branch situation and giving opinion to improve the management team. During the meeting will discuss the problem facing and solution in different branch. Therefore Justo Eat can e nsure the employee provide the customer with best service to increase customer satisfaction so that positive word-of-mouth can be established among the customers. With this, customers are willing recommend the bakery to others. When considering a business, location is always a very critical element to be considered. The classic advice location, location, location is right on the mark for a business. The same is to Justo Eat, the location plays an important factor that lead to the firm success. Justo Eat bakery has the fifth branch in sitiawan early in the year of 2009. The opening of this branch had boom the bakery industry in sitiawan at the early stage. Justo Eat had ripped off majority of the market share from the competitors in that particular area. The shop was perceived to be placed at a good location as it located at the main street in Sitiawan and it was located beside The Store supermarket. Initially, Justo Eat believed that the exposure and the awareness of Justo Eat can be exploited from The Store as the bakery shop is viewable from The Store. Thus, the customer surely can notice and recognise the shop. Nonetheless, the shop location is believed to have satisfied number of pedestrian. However, few months later, the sales had dropped tremendously. Justo Eat overlooked the attractiveness of the location. Although there is many customer patronage The Store, but they are not guaranteed to visit the bakery shop. Whats more? Justo Eat overestimated the pedestrian traffic at the particular place. A business should ensure that the area is to be guaranteed to have pedestrian around the shop location from time to time. There is lack of pedestrian around the bakery shop, or can be inferred that during day time, there is not much pedestrian along the road. Therefore, in the end, Justo Eat decided to milk this branch to avoid further losses. Fortunately, the companys sales from the early period is enough to compensate the later stage loss, thus the company able to cover the initial start-up cost and any other operating expenses. The location problem not only existed in Sitiawan, the bakery branch in Kampar also faced location problem but it derived from another aspect. The increasing population in Kampar is really an attractive factor which can gauge business to come in. The number of student no matter in TAR College or UTAR is increasing, the company can exploit this opportunity to gain market share in Kampar. At the opening, the students are also attracted by the RM1 bread promotion, Justo Eat had also achieved high sales at this stage. However, Justo eat failed to anticipate the student study period. Students from both college and universiti will have a 3-week of semester break after final exam. During this time, they will not been in Kampar, therefore, there will be very low sales during that particular month. During the semester break month, Justo Eat can only rely on the sales from household in Kampar. Unfortunately, the location of the bakery shop only serves as a convenient place for the student in Kampar but not for the resident in Kampar. After few semester of lost, Justo Eat decided to milk this branch. Although the location is not suitable for selling their product, yet the store is remained and turns into a bakery academy. The idea of bakery academy is not merely for solving the problem in Kampar, it is a new strategy formulated by Justo Eat for future expansion as mentioned above. Since Justo Eat was searching for store space for bakery courses, while the bakery shop location is suitable for opening bakery academy, Justo Eat subsequently exploit the store space in Kampar to open their first bakery academy. By doing this, Justo Eat can eventually reduce the cost in market research and store renovation in Kampar. 6.0 Suggested alternate courses of action and its implementation To engage in business in a good location is essential to attain exposure in the short-term and to gain profit in long run as agreed by every entrepreneur and businessman. However, by depending solely ones own sixth sense which is considered as an entrepreneurs alertness, is not always reliable. Therefore, it is critical to conduct a thorough survey and analysis before entering a market and location. This can help a company to better understand what the attraction in that particular area or location is, how to draw potential target customers and who its competitors are. Justo Eat, a family-style bakery shop, should create a small marketing team in which they gather useful information, analyze the new shop locations and strategies as well as carry out simple surveys in a particular location to ensure there is a high chance of being able to target its customers. The founder and brains behind Justo Eat is a successful entrepreneur who had depended on his business acuity to correctly anal yze the potential success of a location for a new shop, but there have also been some unforeseen mistakes which is the reason the small marketing team. The marketing team will be able to assist him by delving deeper into his judgment and help him explore his ideas by using survey and analysis research from his marketing department. Tea break is an increasing trend in Malaysia among youths, young adults and oldies, where they will spare some time for a short break no matter how busy they are. To seize this golden opportunity, Justo Eat should include different types of beverages in their shops and chairs and tables where customers can easily enjoy a combination of bread and coffee, and think of Justo Eat when they want to have a tea break. Other than that, the company can also improve the quality of the cake by providing training for its employees. This is due to the poor emphasis on cakes, rather than bread from the company. When compared to the breads, the sales of cake of the company are not always on target. For that reason, improving in the quality of their cakes may be an advantage to the company, to an extent, boosting its sales and revenue. The customers can not only have bread but also enjoy cake during tea time in any Justo Eat shop. Although this will be another operating cost to the company as the co mpany has to increase the number of employees, in the long-term, the company is able to increase its profit and target another new opportunity, enhancing the patronage of customers. This will be its competitive advantage in the bakery industry, as opposed to being just limited to only selling bread and pastries. The overall marketing strategy used by Justo Eat targets the family-based markets. Families often go to bakeries to buy different breads for their childrens breakfast, for them to bring to school or serve as the lunch for the adults. However, there are also unmarried individuals and youths, who prefer more variety in their lives. The variety of choice in Justo Eat is limited and after some time, the single individuals and youths will begin to feel bored due to the lack of new variety. In regards to this, Justo Eat can implement a Weekly Special program, where they introduce new breads to spice things up. This will encourage them to patronize the store at least once a week, using the weekly special bread to attract them, which will boost sales and allow differentiation among the other bakeries in the area. 7.0 Conclusion Justo Eat has good strategies to overcome the company problem, and it also has a complete management system for the daily operation. Throughout its five years of existence, Justo Eat has developed the organization with more and more branch. Developing the business had created the well-known reputation of company. However, in spite of the successful strategy and expansion of company, the future of Justo Eat is challenging. The major challenge is competition among the industry. The company do not have brand strategy that customer can differentiate the company product when compete with others. It does not have a unique product that able to impress the company brand. In other words, there are no products that can makes customer to recall Justo Eat when they think of breads or cakes. Secondly, culture and eating habit towards the Malaysian when having the main course. Consumer may not eat a bread or cake for their lunch or dinner but they will have noodles or rice. Breads and cakes will not be their only choice when considering a meal. Moreover, the society is moving towards healthy food habit. This creates a challenge for Justo Eat in considering the ingredients used in cakes and breads baking. In order to make the first decade, Justo Eat has developed the business by opening bakery academy. It is not merely for increasing the profit but also serve as an opportunity for future expansion. The graduation candidates from Justo Eat can partner with the company to open branch in other location. Therefore, company can have a sharing of the business risk with others and expands the business at the same time. It also helps the company to be well-known as the students will probably spread their experience to others. Upon the venture of Justo Eat, it cannot be denied that the observation of the market and a strong network relationship can really affect a successful business thoroughly. A complete and appropriate management system is essential for daily operation. Still, it is very important how a person can implicate the experience or learning to the venture.