LENS-DRIVEN Analysis Free Essay Example, 1250 words

Various endeavors are attempted with the sole intention of subjugating the aliens. Their appearance is considered in terms of an intrusion in a world of hybrids. There are fears that the aliens might infect the locals with strange diseases. It is partly because of this reason that Wikus transformation is considered as some kind of an STD infection by the aliens. This deliberate and systematic subjugation of the aliens testifies to humanity’s inherent weaknesses, which usually shields them from engaging in any meaningful ventures or associations with people who appear to be different from them. It is within this symbolic illustration that the discourses of discrimination, ethnic balkanization, racial profiling, and gender discrimination have to be understood. One of the most important aspects of this film is that it attends to the discourse of the ‘self’ and the ‘other’ from multiple dimensions. For instance, the portrayal of Obesandjo could be unders tood in terms of a deliberate revisiting of the testy relationships and the psychological divisions, which led the white supremacists to attach qualities of cannibalism to the black native. Obesandjo is brought into the film as a representative of the negative stereotypes that are often lumped on the black race. We will write a custom essay sample on LENS-DRIVEN Analysis or any topic specifically for you Only $17.96 $11.86/pageorder now Obesandjo represents the images of barbarism, violence, and greed, which have often been reserved to the black man in Sub-Saharan Africa. He is also represented as backwards and unable to sustain any logical processes in his mind. His worldview is governed by violence and myths. He believes that by eating Wiku’s hand, he will finally find the means to the ultimate answer to his problems. Cohen argues that the desire to destroy a group or individual must begin with some deliberate misrepresentation of facts about the individual in order to justify any form of ill-treatment. According to Cohen, this trend remains consistent in multiple discourses that are represented within the discourse of racism. Colonialism, racism, and conquest are all dependent on this tendency of converting an opponent into some kind of a monster that must be killed or conquered. In the essay, A Quilt of a Country, Anna Quindlen explores the problematic nature of the American society in terms of its tumultuous past of sharp racial divisions and the underlying psychological strains that affect the racial associations. The survival of the American nation is a mystery, as the country appears to thrive despite of itself. In some sense, the author paints the picture of the American society as some kind of a faà §ade that hides the undercurrents of racial tensions and the subliminal unease by the dominant white race regarding the possibility of minorities gaining power.

Forensic Science And Criminal And Civil Law Enforcement

The history of the use of forensic science in criminal cases in the United States is well over a century old. With the growth of society, the outcry to reduce crime, law enforcement agencies have taken decisive measures to minimize crime, and in doing so, turned to the scientific community for assistance, and technical support. As such, criminal investigation revolves around three particular questions: 1. who committed the crime? This question is answered based on witnesses, and evidence collection and comparison, 2. how was the crime committed? This question is answered based the use of scientific fields (forensic science) to assess any evidence, and 3. whether the crime could have been committed? This question is answer based on expert testimony in court. These three questions revolve around a particular scientific field, called forensic science (Shelton, 2011). So what is forensic science? Defined, forensic science is â€Å"the application of science to criminal and civil law s enforced by law enforcement agencies in the criminal justice system.† It is an applied science often called â€Å"criminalistics† (Saferstein, 2009). Furthermore, it is believed that Sherlock Holmes the fictional character created by Sir Arthur Conan Doyle (a British author) was the influence behind the scientific methods of detection. Sherlock Holmes is credited with being the first to apply the principles of serology, fingerprints, identification ofShow MoreRelatedForensic Criminology : Forensic Psychology And Psychologists822 Words   |  4 PagesForensic Psychology and Psychologists Forensic psychologists are helpful in many criminal investigations as well as civil investigations. These types of psychologists must have advanced knowledge in many areas such as clinical psychology, forensic science, and many legal matters. Their main job is to aid in police investigations and/or assist as an expert witness in both criminal and civil trials. Forensic psychology is a major part of psychology because it helps define who a criminal is andRead MoreWhat Is Digital Forensics and What Role Does It Play in Modern Society?1089 Words   |  5 PagesPaper #1 What is digital forensics and What role does it play in modern society? by Joseph M. Williams jwilliams@champlain.edu By submitting this assignment I acknowledge that I have read and agree to abide by the Champlain College Academic Honesty Policy. I declare that all work within this assignment is my own or appropriately attributed. I accept that failure to follow the academic honesty policy may result in a failure grade, or expulsion from Champlain College. Date Due: _1/20/13______ Read MoreForensic Psychology And The Human Mind And Its Functions1627 Words   |  7 PagesPsychology and law at first glance are not two terms that seem to correspond with each other. One might even question why they would be mentioned in the same context. Crime has become a major issue within today’s society. It seems as though the only way to prevent most of them is to enforce the repercussions of the act and punish those that partake in it. Criminals often have motives or attributes that lead them into a life of crime. Forensic psychology is the cynosure that brings the associationRead MoreA Career in Criminal Justice1213 Words   |  5 Pageswere choice to patrol the streets for any trouble that might arise had some to no experience regarding law enforcement or policing. EDUCATION Educational programs in criminal justice are placed within two core groups. One core group being a degree-granting programs that are focused on psychology, sociology, and law in courses. The other group focused on programs and courses for the law enforcement specialist, which is often taught at professional schools or adult education placements. However, asRead MoreUse of Technology to Fight Crime Essay1018 Words   |  5 Pagescrime-fighting tool. No, science has not yet built us a Robocop and we cannot see into the future. Not yet anyways. But science and technology have given us many other incredible and powerful crime-fighting/solving mechanisms. It is not surprising that technological advances are being utilized all over the country, as well as the world, to fight crime by deterring criminals as well as catching them after the act. Throughout history, detectives have searched for the perfect method of catching law breakers. WhetherRead MoreCriminal Justice and Security Goals an d Challenges1450 Words   |  6 Pagesand local law enforcement agencies differ in what they can each handle. As a whole, they have the objective to protect and serve the public, but separately, each branch, federal, state, and local handles their own sections of the government services. For example, the federal law enforcement agencies have goals and objectives that involves the protecting of our border, making sure that we are enforcing customs regulations, as well as upholding immigration laws. The state law enforcement goals andRead MoreForensic Science Investigators 1153 Words   |  5 PagesKids in high school traditionally have a relatively low interest in science because they might think its boring, or tedious, but when you put something forensic behind it, it makes things more exciting. â€Å"Forensic scientists assist various law enforcement agencies throughout the United States and internationally†(Corey). Most police investigations begin at the scene of a crime. The scene is simply defined as the actual site or location in which the crime took place. The entire investigation hangsRead MoreEssay on Forensic Science1603 Words   |  7 Pages Forensic Science, also known as Forensics, is the application of science to law. It uses highly developed technology to uncover scientific evidence in a variety of fields. Modern forensic science has a broad range of applications. It is used in civil cases such as forgeries, fraud or negligence. The most common use of forensic science is to investigate criminal cases involving a victim, such as assault, robbery, kidnapping , rape, or murder.   Ã‚  Ã‚  Ã‚  Ã‚   Forensic science is also used in monitoringRead MoreCrime and Forensic Psychology1117 Words   |  5 Pagescriminology.  The expectation is to make sure the public understands the facts of law enforcement and to differentiate between the fictions presented in different media outlets.   Please answer the following questions and requirements to write your 4–6-page paper. As you answer each question, you must provide support or evidence that will enhance and empirically prove your answers.  Academic criminal justice articles or real-life criminal justice findings that are found in journals or other academic sources mustRead MoreComputer Forensics : The Integration Of Computer Science And Law1505 Words   |  7 PagesWhat is Computer forensics basically it is the integration of computer science and law to solve crimes. It serves as a branch of digital forensic science and it applies to evidence that is found in computers and digital storage media. Its purpose is to examine digital media through the identification, preservation, collection, analyzation and offering facts and creating opinions based on the digital information. Even if it relates most with many computer crimes computer forensics still can be used

The Popularity of K

The Popularity of K-Pop Essay K-pop is an abbreviation of Korean pop and a musical genre originating in South Korea that is characterized by a wide variety of audiovisual elements. But how did it attain such popularity throughout the world? Throughout the 1990s, various Korean pop artists incorporated American popular music, such as techno and rock in their music. In 1992, the rise of Seo Taiji Boys brought the true turning point in the history of K-pop. Because of catchy rap lyrics and memorable choruses, the famous group achieved commercial success, attracting teenagers and leading to the emergence of so-called idol groups: young boy and girl bands, such as Shinhwa and S. E. S. In the world of K-pop, fans not only enjoy listening to their favorite bands’ music but also fantasize them to the point of ‘worshipping’ them. Just what exactly do idols possess that has the power to transform an ordinary human into an obsessed fan? Aside from the music that K-pop groups produce, there is a myriad of attributes that contribute to their popularity: physical appearance, dance choreography, acting in dramas, appearing in variety shows, modeling in CFs and so on. With an array of new K-pop bands flooding TV screen every day, it is becoming gradually more difficult for the rookies to stand out in the music scene. In order to swiftly gain popularity from the public, they would turn to acting. According to Ock Hyun-ju’s article, ‘Korean Idols Increasingly Dominate Dramas’, the local newspaper Seoul Daily informed that â€Å"idols starred in 32 dramas, or 45. percent, of 71 dramas that aired on three major broadcasters and cable channels this year. Also, there are two reasons why drama producers increasingly seek idols for their shows: idols’ fame and influence† (Ock Hyun-ju, 2014). An official from SBS who agrees with Ham Young-hoon’s reasons to seek idols for drama production said, â€Å"We lack actors and actress in their 20s in the drama scene as most of those with fame and popularity move to the film industry. When we fail to cast one of a few popular 20-something stars, we turn out eyes to idols† (Ock Hyun-ju, 2014). Many fans of K-pop can become K-drama fans because they watched a drama starring their favorite idols. â€Å"C. N. BLUE managed to solidify its place in the world of K-pop almost immediately after their debut in January 2010 because of Jung Yong-hwa’s performance and sweet, sensitive second lead in You’re Beautiful† (2012). In other cases, f(x)’s Krystal â€Å"plays the female lead in the Wednesday-Thursday SBS drama â€Å"My Lovely Girl†, co-starring with global star, Rain; while, TVXQ’s Yunho starred in the popular TV series â€Å"The Night Watchman’s Journal† (pictured) (Ock Hyun-ju, 2014). Yunho played Moo-seok, a night watchman and a skilled swordsman who is a cold-hearted man of few words but popular with the ladies. Because of his amazing acting skills and incredible sword play, the drama not only boosted his own popularity but also brought more attention to his respective group, TVXQ. An idol turning to the field of acting is among the great means of seeking more popularity, especially rookie idols, as Yunho and Krystal both set as examples in this situation. Aside from acting, the combination of synchronized group dancing to harmonized melodic music is the next particularity that has helped K-pop artists to gain popularity. Unlike, Western artists, K-pop boy and girl bands actually attempt to master synchronized group dancing while singing complex harmonies. According to an article, ‘Envisaging the Sociocultural Dynamics: Time/Space Hybridity, Red Queen’s Race and Cosmopolitan Striving’, Nusrat Durrani of MTV World mentioned: â€Å"K-pop is very interesting because it comes from a place of great discipline. A lot of these acts have been professionally trained for years and years. A lot of K-pop acts actually have gone through very rigorous training, gone through a lot of discipline and have worked extremely hard. So the quality you see in K-pop is quite extraordinary† (Jang Won-ho and Kim Young-sun, 2013). Choreography carries out two purposes: serving as a vessel for music and emphasizing the meaning of the music. In the case of Exo’s Overdose, the â€Å"hammering the head† dance (pictured) carried a unique and special meaning: â€Å"as a representation of how logic in a brain fails to work with its obsession with love, so Exo is hitting the brain the return the common sense† (2014). Such extraordinary dancing technique caught the attentions of fans, so whenever they hear the song, they would recognize and attempt to imitate the unique dancing movement for fun. To achieve such a difficult feat, trainees must sign a long-term contract and go through intensive training while maintaining the motivation for enduring such training. In an interview with SM Entertainment trainers, one interviewee explained that â€Å"Korean trainees were more willing to endure harsh training of synchronized dancing while singing more successfully than their Chinese, Japanese, or European trainee counterparts† (Jang Won-ho and Kim Young-sun, 2013). Lip Syncing and Vocal Performance EssayThe usual means of allowing the public to know the idols more include magazines, TV, Youtube and etc. Taking the importance of physical appearance into account, this concept especially applies to idols with the role of visuals. Almost all of the K-pop idols have gone through dramatic changes in their appearances through both plastic surgery and dieting process. Taking Big Bang’s T. O. P as an example, in his younger days, he was surprisingly quite fat, so there was a huge gap between his current and past images. Thanks to the power of dieting and plastic surgery, he was able to gain his charismatic image as a result and gained public recognition. Without the technology of plastic surgery, idols now would not have been able to gain popularity from the public and would not survive as long as they are today. The visual’s job is exactly what the word implies: visual. â€Å"Often times the visual member is the face of the group, being the most commercialized and recognized member, and plays a great deal in carrying an idol group into the limelight† (Nabeela, 2012). Visual members, such as 2PM’s Nichkhun, 2NE1’s Dara, Girls’ Generations’ Yoona and Exo’s Kai, are all â€Å"likely to be the one most often hired to endorse products and appear in commercials and ads† (hyucham, 2014). Although the task of being the visual may seem pointless and simple, these visual members go the extra mile in advertising not only commercial products but also themselves, their respective idol groups, and their world of entertainment. In the case of Girls’ Generation’s Yoona, the famous star apparently â€Å"is featured in over 25 commercial films annually, allowing her to earn more than 2 billion won alone† (2014). Because of the fact that Yoona is the visual of Girls’ Generation, she not only earned a huge sum of money but also allowed the famous group and herself to gain more fame and adoration from fans. In order for idols to complete the equation of becoming ‘perfect,’ they will need to take extreme care of their image to maintain their recognition within the public. Talent is the final piece of the puzzle that contributes to K-pop idols’ popularity. There are a handful amount of idols, who specialize in fields other than singing, acting and dancing. CNBLUE’s leader, Jung Yong-hwa, is well-known for not only his acting and singing but also most notably his skills in songwriting. In the first half of 2012, he wrote and composed 17 tracks, emerging as a â€Å"songwriting genius†. He â€Å"composed fellow FNC Entertainment label-mates, Juniel’s ‘Fool’, AOA’s ‘Love Is Only You’† (jnkm, 2012) and even â€Å"the Samsung Galaxy’s brand song, ‘Feel Good’, which was released officially on Youtube on August 23, 2013† (halves in unison, 2013). Chinese-Canadian singer, Henry Lau, sets as another perfect example of those with exceptional talent. Lau has been called a â€Å"musical genius† for various reasons. His areas of expertise include violin, piano, popping, drum, Latin dance, ballet, beat box, rap, songwriting, music composition, acting, guitar playing and singing. He â€Å"started to learn to play the piano from his mother at the age of 5 and also learned to play the violin at the age of 6† (JHE, 2010). Thanks to his exceptional skills in violin and piano, he has â€Å"gained many such performance awards as the Canadian Royal Conservatory of Music Regional Gold Medal for Level 10 Violin† (JHE, 2010). Aside from the field of music, he also possesses a very high degree of foreign language skills. While his native language is English, he is also fluent in Mandarin and Korean. Other languages that he can speak include â€Å"Cantonese, Japanese, basic French, Taiwan dialect and Spanish† (2010). With such skills in his arsenal, he has been highly recognized by the world. With talent, idols can quickly gain the public attention and obtain popularity, as Jung Yong-hwa and Henry Lau have done to get to where they are now. In order to gain popularity, there is a multitude of options that K-pop idols can take: acting, dance choreography, appearance in variety shows, CFs, physical appearance and talent. Although there are other ways of attaining popularity, the six alternatives stated above are the major factors that contribute to an idol’s reputation. Once rookie idols debut on stage, they must take their first step to the miraculous journey of gaining public recognition by going through any of the listed options in this paper or other methods, such as radio DJ.

Managing customers and markets

Abstract The report gives an analysis on the role of marketing information and research in analyzing Caffe Nero’s status within the market. The paper starts by introduction followed by the analysis of qualitative research and how it could be utilized for the benefit of the business; the focus is on the use of focus groups as well as in-depth interviews.Advertising We will write a custom report sample on Managing customers and markets specifically for you for only $16.05 $11/page Learn More Then there’s SWOT analysis for Cafà © Nero followed by conclusion then finally recommendation with justification on the appropriate strategies which should be adopted by Caffe Nero to ensure sustainability and growth. Introduction Caffe Nero’s intention within the food industry looks very attractive for competitive purposes. This is because they face low pressure from suppliers and moderate pressure from buyers. The food industry is highly competi tive with many substitutes available, this makes it essential for Caffe Nero to develop business and marketing strategies which will help them do well against pressures from the global forces and ultimately attract and retain consumers. Research undertaken using qualitative method has great influence on decision-making and designing of strategies. The level of competition within the market determines the development of products and services which would grant them competitive advantage. The high purchasing power of buyers determines the level of sales and ultimately the profits. It is essential for Caffe Nero to focus on consumer tastes and demands (Kotler et al, 2005). Qualitative Research Focus Groups Focus groups comprises of carefully selected group of individuals having relevant experience in a particular field. The experienced individuals are required to perform studies through their personal input and issues common to all. Focus groups are preferred in qualitative studies beca use of the in-depth values they add to research processes. Interactions amongst participants, sharing of own ideas leads to adequate exposure which ultimately enables development of new perspectives concerning specific issues (Parent et al., 2000).Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Questions answered by respondents are carefully crafted so that the study focuses on the common agenda hence allowing researcher to conceptualize the topic based on the consumer’s background (Ulwick, 2002, pp 91-97) and therefore there is an element of external control to these kinds of study. Focus groups are used before conducting in-depth interviews so as to help in stirring one another’s thinking. Within the groups they would hear different opinions or responses concerning topic in question hence enabling them think clearly along the same line. In-depth Interviews This is a type o f unstructured interview in which the researcher is allowed to ask specific questions to individuals concerning selected topics of research. It comes in as a critical tool used in research whenever individual opinions are required and not group opinions. In-depth interviews are conducted immediately after focus groups for the purposes of establishing individual responses which could not be shared publicly concerning consumer reactions. In-depth interviews are used for the purposes of helping in deep understanding of the social and physical settings of the environment where it is undertaken, the traditions, values, effects and roles practised by the respondents. Using in-depth interviews enables collection of sufficient and crucial data information that could not be otherwise shared within the various groups. This also helps in reinforcing trust between the interviewer and the interviewee and hence makes respondents be willing to contribute more and more (Whyte, 1982). In-depth inter views are used to help gain an understanding on how consumers respond and interpret their interactions based on the products, within their respective market environments. In-depth interviews are considered flexible and easy to understand since they are generally open-ended, neutral, sensitive and very clear to the respondent. The structure provided by the method allows for open conversations which help in providing detailed information about the interviewee’s general experiences and response towards Caffe Nero.Advertising We will write a custom report sample on Managing customers and markets specifically for you for only $16.05 $11/page Learn More One prerequisite for this study is formation of good rapport between researcher and respondents as it requires adequate time to execute. This type of research method is common where the researcher and the respondent share common knowledge concerning specific topics of discussion. In-depth interviews are time consuming; heavily qualitative in nature and therefore it is a requirement which requires highly trained professionals (Ulwick, 2002, pp 91-97) SWOT Analysis SWOT is the general internal analysis done to an organization which helps in evaluating Strengths, Weakness, Opportunities and Threats. This analysis is done with the aim of implementing future growth strategies. The analysis becomes appropriate when making critical decisions to business ventures based on both internal and external factors with the sole aim of maximizing on identified benefits for future sustainability. SWOT analysis of Caffe Nero being a Coffee restaurant is pegged on the general challenges faced within the market environment (Johnson and Sexty, 1989). Strengths Nero has considerable advantage in pricing its products as compared to other competitors within the coffee business. Its strategy of offering low prices in the market for coffee brands, resonates well within the market, for example the smallest q uantity of cappuccino costs on average  £ 2 at Starbucks,  £ 1.79 at Coffe costa and  £ 1.55 at Caffe Nero. Therefore Caffe Nero is cheaper by over 20% and over 15 % in pricing compared to Starbucks and Coffe Costa respectively identified as its immediate competitors. This strategy pays off in the long run as consumers tend to associate themselves with low prices (Mead, 2005). The enterprise seeks to diversify its products to the niche markets. For the purposes of adding onto the existing coffee brands, Caffe Nero indulges into offering fast foods synonymous to drinking coffee. These fast foods include; sandwich, cakes and crips. This has since proved of great benefit as revealed by 2007 company analysis which indicated that 35% of total sales at the Caffe were attributed to food sales while 65% attributed to coffee drinks.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The rationale to this is that by diversifying products to consumers, the business reduces risks associated with venturing in one brand of products and further offers an opportunity for additional revenue (Mead, 2005). Caffe Nero intelligently opted to renting business premises rather than buying those premises which were averagely costly. Renting is comparatively cheaper to acquisition and this provides an avenue where the business breaks even its operations within a short time, a factor responsible for quick profitability, hence creating avenues by significantly reducing costs of business set-up. Distinctive ways in selling products based on continental aspects has been associated with high customer turn-out. The organization offers its products to consumers in a relaxed environment and not the typical fast food environment of eating and drinking while standing as enshrined in American culture, and mostly practiced by major competitors. This in effect has brought relevance to consu mers who view themselves as part of the organization in valuation (Mead, 2005). Aggressiveness in sales promotion and retention of customers through loyalty cards proves workable. This strategy ensures that the business has substantial clientele within the market despite the intensive competition; this ensures that revenues are assured at certain benchmarks. It also acts as a form of advertising since loyal customers are offered discounts, a situation which prompts new customers to the business because of their sensitivity to consumer spending (Mead, 2005). Weakness Globalization of the coffee business is still at its lowest. Caffe Nero is capable of assimilating massive returns and achieving big economies of scale if it ventures to other markets besides the mother country. When coffee market is near saturation as the case in United Kingdom, for a business to remain relevant it has to explore untapped potential in different areas. Concentrating its businesses within mother country p roves disastrous in the long run as revealed by the ever increasing competition (Mead, 2005). At the heart of operation in London Caffe Nero is deficient of its own operating business premises. This is critical for the purposes of offering convenient services to customers. Consumers would prefer businesses which are located at convenient points, renting of spaces cannot be effective solution to this because there is big uncertainty on availability of appropriate premises. Opportunities Strong partnership with Royal bank of Scotland for financial provision gives a lee way towards expansion plans for the organization. The funding offered at negotiated interest rates, provides adequate time for the purposes of implementing payoff while at the same time minimizing the liability value of the company. With this the company is in robust position of venturing into new markets with acquisition of critical assets for the business. There is potential of accessing extra revenue with the intenti ons of globalizing the business. The company has identified the need of moving to various provinces away from the saturated London for the purpose of tapping into new businesses and secondly the company plans to go global by first exploring western European countries. Their reasoning is justified because these countries have similar culture in consumption of coffee which is very crucial for the expansion of the business (Kotler et al, 2005). Acquisition of other related businesses, by raising financial stakes in Republic Coffee to 10.7%, have made it clear their intention of buying out the business. This is critical to controlling market share and for the purposes of expanding strategies. If the process continues then Caffe Nero will use outlets previously used by their rivals to penetrate new markets easily, this strategy helps in further lowering the costs of transacting businesses. Threats Recent negative publicity surrounding the coffee drink and food industry provided an impedi ment towards realization of a continuous business trend. When reputation of an organization is dented there is general fear among its consumers that they will not get value for their money, moreover the food industry in which Caffe Nero operates is very sensitive whereby any bad impression created proves very costly to the business (Kotler et al, 2005). Security in the expansion endeavors is not guaranteed. Especially when the organization expands its operations to global scenes, some cultures work against ideologies of western culture as seen through frequent terrorist attacks to businesses linked to western world. Massive investment could be lost within a twinkle of an eye and therefore there is critical need of conducting adequate risk assessment for the new business. There is less attraction of potential customers in form of tourists due to effects of London bombing in 2005. This market niche has a big impact to the business as they provide premium revenue towards the organizati on’s finances. Whenever the number decreases due to security reasons then the organization is left with internal consumers who at times prove unreliable due to immense competition (Glass, 1991). Acquisition of rental premises proves to be in jeopardy. Increase in rental prices by 30% proves costly for the business, since continuation of renting new premises helps in curtailing expansion plan of reaching critical forms of revenues. The industry seems to achieve its end point within London which is the main base of operation due to small time players who happens to locate their business premises at convenient points for the benefit of consumers. This helps in creating stiff competition towards sales making the business unprofitable in the long run (Glass, 1991). PEST Analysis This is an analysis which seeks to measure market performance in relation to specific common businesses before any form of earnest marketing could begin. Pest deals with analysis of Politics, Economics, an d Socio-cultural and Technological aspects within the market in relation to a specific organization. These factors are considered critical when defining business continuity. The following presents PEST analysis for Caffe Nero organization located in London (Kotler et al, 2005). Political Analysis The country joined European Union in 1973, therefore its business ethics inclusive of tax, heavily relies upon the framework of European Union agreement. The critical aspect is that United Kingdom does not subscribe to the use of a single currency in the form of Euro. Businesses seeking to operate in the country therefore have to be content with the inconvenient processes of transacting business using local currency which presents higher exchange rate values (Lovelock et al, 1999). The country and its associated business worldwide are potential targets to terrorism. This emanates from political policies linking the country to countries which are on the fore front in fighting terrorism, invo lvement in Afghanistan war and London bombing of 2005 is evident associations. Economic Analysis United Kingdom has got per capital gross Domestic Product standing at $ 26,408 annually, this makes the country to be ranked the fifth economic power house globally with potential population of 60 million people. Gross Domestic Products amounts to over $1 trillion presenting big avenue towards expansion of businesses in terms of revenues. Growing at an average rate of 2% per annum the transactions in the economies are never affected by fluctuations in local demand, this means that most businesses thrive due to investment both in and out of the country (UK Statistics, 2007). Government reduced personal income tax from over 20% to 20% in the year 2007. This provided an incentive to consumers who by this effect now have more of expenditure power to the economy which is critical to business revenues. Business taxes were reduced by the same margin of to 28% in order to cater for more private investment within the economy. The effect of this was reduction in cost of operating business premises. Small inflation rates in the year 2007 sent satisfying signals that the country standard of living was high, and that generally, prices of basic commodities were under close supervision by the government (UK Statistics, 2007). Socio-Cultural Analysis A good percentage of the total work forces within the country are foreigners contributing to almost 8% of the immigration rate. This in effect implies that cost of labor is significantly affordable which translates to reduction in overhead expenses of conducting a business. Since 8% of the total populations are non-whites, there is considerable diversity of culture and religion. Most domineering religion is Christianity with scarcity of other religions including Protestants. With all these religion in diversity, the country stands strongly in business orientation as every aspect of the society is catered for (UK Statistics, 2007). Tec hnological Analysis The country is more advanced in technology within all spheres of economy. The only impediment is lack of enough personnel in technological field including engineers. High public debt and low public investment is a critical impediment as laid down policies does not perform much in outsourcing research and development programs. Generally, United Kingdom has economic factors which could hinder business investment within the country. Most critical is the non-flexibility in the use of currency in transacting businesses, secondly is the high costs on personal tax and lastly high taxes on business. These are few reasons amongst other factors which make global investment in United Kingdom as low and other countries preferred (Mead, 2005). Marketing Strategies The most appropriate marketing strategy for Caffe Nero is the adoption of a multi channel marketing strategy. This strategy focuses on reaching different segments of the society at appropriate time through a combina tion of different marketing principles. The justification to this multi-channel marketing is that the organization brand becomes installed within customer’s minds as much as they are always associated with it. Business today does not entirely focus on the brand but rather on customer satisfaction and customer care. As competition increases, and for transformation to be realized, there is apparent need in maintaining loyal customers for the purposes of building respectable market share (Aaronson, 2002). These consumers need to be recognized and appreciated so that they could be considered as part of the company’s success. Traditional marketing was done through limited electronic and print media; this evolved with the addition of electronic marketing like World Wide Web which simplified costs of advertising and helped in greater coverage hence reaching potential consumers. Study conducted in 2002 by Aaronson showed that response rates from consumers increases significant ly whenever business experiences improvement (Aaronson, 2002). Figure 1: Personalization effects on click through rates. Multi-channel marketing places strategies which incorporate synchronization of communication tools ensuring that consumers are always reminded of the organization’s products. Customers interacting with businesses over multiple channels are more loyal than customers who interact through single channels. Some key strategies for effective multi-channel marketing comprise of developing un-parallel response network. It is important that Caffe Nero develops a department in the marketing section endowed with responsibility on customer care. This section has to be managed by professionally trained experts so that quality services are ensured and never compromised (Parent et al, 2000). Personalization of communication; Caffe Nero could realize high potential of demand from consumers when they communicate on personal basis through modes like e-mails. Consumers could be informed of new range of available products and current offers available. This creates an impression which considers customer as one of the most valued asset within the business (Lovelock et al, 1999). Leveraging of more effective customer channel; marketing campaigns should be stressed towards channels that seem more effective and easy to interact with consumers. If for example web based advertising works out well for caffe Nero then more resources have to be dedicated to it because it would result into more demand and at the same time become cheaper in the long run. With its broad scope of operation, it is more appropriate for caffe Nero to use web based advertising for the purposes of fully supplementing print and electronic media marketing strategies (Lovelock et al, 1999). Conclusion The summary on SWOT analysis does indicate that despite strong growth indicators of Caffe Nero in the local UK market, the future is pegged towards globalization revealed through critical facto rs known as market saturation. The only concern is to implement effective strategies in penetrating foreign markets and security concerns due to global politics; on a global front the company faces an imminent increase in profitability. Recommendations The use of service providers within transition channels; businesses with considerable clientele might find it challenging using new technologies in marketing as this is not core part of their daily business. Business like Caffee Nero could outsource customer care services through dedicated information communication companies so that the company maintains effective touch with consumers. 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