Culture and Disease Essay

Malaria is one of the diseases that are responsible for the highest mortality and morbidity rates in Africa especially among children (World Bank, 2009). In fact, it is one of the greatest public health concerns in Africa and most of the health programs are aimed at prevention and treatment of the disease (World Bank, 2009). This disease is common among Africans compared to other ethnic groups due to economic, cultural, economic and social factors. In a bid to fight this scourge, Africans have been using several methods to control the spread of malaria and the methods have included both the modern and traditional approaches. Malaria is an infectious disease which is usually caused by a parasite that is known as plasmodium. These parasites are protozoan in nature and they are of several species which include Plasmodium falciparum, Plasmodium malariae, Plasmodium ovale, and Plasmodium vivax (Sherman, 1998). Among these species, the most serious and fatal species to human beings is P. falciparum. The plasmodium is transmitted to humans by the female anopheles mosquitoes and its lifecycle involves two hosts which are the human host and a mosquito vector (Sherman, 1998). In the lifecycle of the plasmodium it forms sporozoites which are found in the gut of the female mosquito (Russel & Wolfe, 2008). The female mosquito transmits the sporozoites to human beings through a bite. These sporozoites move into the human liver where they enter the liver cells and mature into a schizont which contains numerous merozoites (Russel & Wolfe, 2008). These merozoites are released into bloodstream where they invade the red cells thereby forming schizonts with numerous merozoites. These are released from the red blood cells into bloodstream where they invade more red cells. As the red cells are bursting to release the merozoites, toxic compounds are released which causes the fever and the clinical symptoms that are associated with malaria (Russel & Wolfe, 2008). In the bloodstream, some of the merozoites differentiate into the male and female gametes which are taken up by the mosquito from the infected person and these two fertilize each other in the gut of the mosquito and they develop into sporozoites (Russel & Wolfe, 2008). These are transmitted to another human being through a bite by the mosquito. Though the principal mode of malaria transmission is by mosquito bites, there are other methods that can transmit the malarial parasite. One of these is blood transfusion following existence of dormant plasmodium parasites in the donor’s blood. This can make the transfused person to suffer from a febrile illness and for these reasons in areas where malaria is endemic a full course of chloroquine is administered to potential recipients of blood (Kakkilaya, 2006). Another mode of transmission is transmission from mother to child among pregnant women. These parasites pass to the child through the placenta especially if the mother has no immunity (Kakkilaya, 2006). The last mode of transmission is through needle stick injury which can be either accidental as happens among healthcare providers or intentional as happens among drug addicts who share needles (Kakkilaya, 2006). There are several factors that make Africans vulnerable to malaria and one of these are the environmental factors which contribute to spread of the disease. To begin with, malaria is a climate related disease where it is mostly found in the tropic and subtropic regions. The climate in Africa particularly the annual mean temperature is mostly within the tolerance limit of the plasmodium species and this makes the parasite to thrive thus rendering the populations living in this area vulnerable (Leary, 2008). Another environmental factor is weather disturbances in Africa which influences the breeding sites of the vectors thereby increasing the transmission potential of malaria (Leary, 2008). These weather disturbances occur in the form of prolonged droughts and heavy rains. There are several social and cultural factors that make Africans vulnerable to malaria disease. One of these is increased human population in Africa and this has led to swamp reclamation and deforestation in a bid to find more land for settlement. The effect of these activities has been the creation of puddles which provides good breeding sites for the mosquitoes which in turn transmit malaria (Leary, 2008). When the vegetation is removed, what happens is that the temperatures increase and this aids in malaria transmission. Another factor is self medication where many people in Africa buy drugs over the counter and treat themselves at home (Leary, 2008). This has led to development of drug resistant strains of plasmodium necessitating continuous replacement of anti-malarial drugs. This has made the populations in Africa susceptible to the disease since instead of dealing with the problem the populations create more problems by creating drug resistant strains of plasmodium. In addition, many people treat themselves with anti-malarial drugs that have already been ruled as ineffective thereby putting themselves at risk of developing serious and complicated malaria (Leary, 2008). Another factor is lack of knowledge on the disease among both the communities and the public health officials. A study done in 2004 showed that in East Africa people are required by the Public Health Act to clear the bushes around their houses as a way of preventing the spread of yellow fever yet studies have shown that clearing of bushes creates favorable breeding conditions for malaria (Leary, 2008). This increases the vulnerability of Africans to malaria disease since effective measures are not taken to prevent spread of malaria. Economic factors also increase the vulnerability of Africans to malaria. Poverty levels in Africa are high which means that there are inadequate economic resources to invest in healthcare thereby making people vulnerable to malaria epidemics. Most of the populations here live below a dollar a day and also cases of food shortages are very common which makes obtaining food rather than malaria prevention a priority (Leary, 2008). These economic hardships also make it difficult for populations to seek good healthcare services. Most just go to the private clinics or to the local dispensaries most of which have no equipment for diagnosis thus resulting in inappropriate prescriptions (Leary, 2008). In addition, some of the medical staff found in these healthcare facilities are not qualified. The reason as to why most of the people prefer the local dispensaries is cost constraints where they cannot afford motorized transport and thus prefer to use cheap means of transport such as bicycles (Leary, 2008). Myths and cultural beliefs also make Africans vulnerable to malaria. This is particularly with regard to the cause and prevention of malaria. Some people believe that malaria is caused by witchcraft or supernatural forces and a good example is Uganda where the populations here associate convulsions which are a form of malarial complication with supernatural forces (Leary, 2008). This really makes the populations vulnerable to malaria since they cannot take measures to prevent malaria. In addition, due to such beliefs, people who have malaria are not treated with conventional medicine which is more effective but are treated using traditional medicine which is not that effective. This makes the populations susceptible to malaria epidemics since the problem is not being addressed thereby ensuring the spread of the disease and increasing mortality rates. Other people associate malaria with certain foods and a good example is populations in Tanzania who believe that malaria is due to consumption of maize meal (Leary, 2008). This belief results from the fact that maize meals in Tanzania are commonly consumed in times of food shortages which occur following too much or too little rainfall (Leary, 2008). These climatic conditions are also associated with increased cases of malaria. However, the populations associate malaria with the food they commonly eat at that time and therefore they do not eat maize meals as a way of fighting malaria (Leary, 2008). This only serves to make them more vulnerable to malaria. There are several methods that are used to control the spread of malaria. Some of these methods are aimed at lowering exposure to infectious mosquito bites and these include indoor spraying using insecticides, use of bed nets that are insecticide treated, and use of repellants (Falola & Heaton, 2007). Insecticides are used to reduce the number of adult mosquitoes while materials such as repellants repel mosquitoes away from an individual thereby curbing the spread of the disease. Another method involves treatment of the disease using drugs. Though drug resistance has been a great problem in fighting malaria, drugs have proven to be effective in suppressing the parasite within the host thus preventing further spread of the disease (Falola & Heaton, 2007). Other treatment methods involve interfering with the breeding sites of mosquitoes and these include draining of stagnant water and spraying of breeding sites with insecticides. Apart from these methods of preventing the spread of malaria, the African population has its alternative methods of dealing with malaria. One of these involves use of traditional medicine. Traditional healers in Africa diagnose and treat malaria using indigenous roots, herbs, and leaves which are usually prepared and taken orally (Maslove et al. , 2009). This acts as a barrier to the fight against malaria since their diagnosis is based merely on symptoms and not diagnostic evidence which may lead to improper treatment thus further spread of malaria due to delayed treatment (Maslove et al. , 2009). Traditionally, Africans have relied on good sanitation practices such as proper disposal of garbage and draining of swamps as a way of preventing malaria and up to date their method remains effective and aids the fight against malaria (Falola & Heaton, 2007). However, this approach ignores mosquitoes as the vectors involved in the spread of malaria thereby hampering the fight against malaria (Falola & Heaton, 2007). Though Africans have taken steps to address malaria, a lot still remains to be done. There is a great need for education on the causes of malaria as by understanding the causes of malaria preventive and treatment strategies can be effectively implemented. There is also the need to educate the African traditional healers on malaria so that they can use better approaches in the treatment of malaria. References Falola, T. & Heaton, M. M. (2007). HIV/AIDS, illness and African well-being. New York, NY: Rochester Press. Kakkilaya, B. S. (2006). Transmission of malaria. Retrieved 23 August, 2010 from http://www. malariasite. com/malaria/Transmission. htm Leary, N. (2008). Climate change and vulnerability. USA: Earthscan. Maslove et al. (2009). Barriers to the effective treatment and prevention of malaria in Africa: A systematic review of qualitative studies. BMC International Human Rights, 9(29), 2321- 2337. Russel, P. J. & Wolfe, S. L. (2008). Biology volume 2: The dynamic science, volume 2. Belmont, CA: Thomson Publishers. Sherman, I. W. (1998). Malaria: Parasite biology, pathogenesis, and protection. Washington, DC: ASM Press. World bank. (2009). Intensifying the fight against malaria: The world bank’s booster program for malaria control in Africa. Washington, DC: World Bank.

How Soon Until We Are Back At War? Essay

The night before the thirteenth anniversary of the September 11th attacks, President Barrack Obama gave a nationally televised address that focused on the United States’s campaign against the Sunni extremist group known as, the Islamic State of Iraq and Syria (ISIS). In his address, Obama authorized the use of airstrikes against ISIS in Syria. Obama also mentioned that he would be sending close to 500 military advisers to Iraq, where the United States have promised to help the government fight the militant group. Obama vowed to â€Å"degrade and ultimately destroy† ISIS with routine airstrikes in northern. Obama declared that â€Å"we will not get dragged into another ground war with Iraq.† On Tuesday, October 7, almost one month after President Obama’s speech, ISIS militants are now clashing with Kurdish fighters in the tiny town of Kobani in northern Syria. As the United States conduct airstrikes to aid the Kurdish fighters, it is becoming apparent that Kobani will soon fall. Rear Admiral John Kirby, the Pentagon Press Secretary and Chief Spokesman for the Department of Defense, candidly warned that the United States air-led campaign will not save Kobani, or any other Syrian towns that are under ISIS assault. â€Å"The ground forces that matter the most are indigenous ground forces, and we don’t have a willing, capable, effective partner on the ground inside Syria right now† he later added. ISIS fighters marching through Raqqa, Syria. (CNN) It is very unsettling to hear the spokesperson for the Department of Defense claim that the United States does not have any partnership with ground forces in Syria. With ISIS forces gaining ground in both Iraq and Syria, it  appears to be imminent that the United States will soon have to deploy ground forces and not rely solely on airstrikes to push back the militants. The biggest problem the United States faces, is trying to uproot and destroy the Islamic State’s army in Iraq and Syria, by using American airstrikes and without any ground troops. Many national security experts are claiming Obama’s strategy of systematic airstrikes to eventually fail. Thus, increasing the possibility of ground forces being deployed. While President Obama has already sent over five hundred military officers to advise and assist with the fighting in northern Iraq. However, some politicians and analysts insist that the president must get ground troops closer to the fighting. Retired Army General John Keane, an architect of the 2007 Iraq War troop increase carried out by General David H. Petraeus, expressed the need of American advisors being closer to the battle. â€Å"If we don’t ultimately send in American combat troops, we’re going to lose†, Keane later added in his interview with Marie Harf of Fox News. General Keane is not the only one expressing the need for ground forces to fight ISIS. General Martin Dempsey, chairman of the Joint Chiefs of Staff, told the Senate Armed Services Committee that if the current situation with the fighting in Northern Iraq and Syria continue, he would recommend sending in ground troops to the president. President Obama has remained adamant in his stance of not deploying any U.S. ground troops to fight ISIS and will only useairstrikes to aid the fighting. President Barrack Obama discussing the situation in Northern Iraq with Joint Chief of Staff, Martin Dempsey (AP Photo/ White House) Many United States military officials have openly addressed the possibility of sending ground troops to the fighting. It is becoming more and more evident that we are slowly leaning towards eventually deploying troops back overseas. Thus, making Obama retract his statements about keeping U.S. troops out of the fighting against ISIS. Military officials are not the only ones publicly speaking against Obama’s use of airstrikes against ISIS. However, some Republicans have strongly urged the use of American ground troops, claiming it to eventually become necessary. House Majority Leader Kevin McCarthy, R-California, said on CBS News’ â€Å"Face the Nation† on Sunday that U.S. Special Forces will likely need to be deployed to determine how effective the air campaign is. â€Å"If we need Special Forces there – if that’s what the generals say, then we need to do it,† he later added. In a recent CBS News poll, it was found that sixty-five percent of Americans say that the United States will eventually have to use ground combat forces to remove the threat of ISIS in Iraq and Syria. But are Obama’s constant airstrikes considered an act of war? The poll resulted in 56 percent of American citizens who consider the current air campaign against ISIS a military action but not a war. As well as, 40 percent think that the United States are already at war. Republicans are more likely than Democrats to view U.S. airstrikes against ISIS as a war. It was also found that 53 percent of Americans are now concerned that U.S. intervention in Iraq and Syria will soon lead to a long and costly involvement in the area. How soon will it be before the United States has to establish a ground force to fight the threat of ISIS in Iraq and Syria? Retired Staff Sergeant Brad McVaugh, of Corolla, North Carolina, claimed the future deployment of U.S. combat troops to Iraq and Syria to be soon. â€Å"It is just a matter of time before ISIS adapts to the airstrikes and finds a new way to attack us,† he explained. McVaugh described how the militants would, â€Å"find a way to hide from the airstrikes and fire back at us.† McVaugh pointed out the impending fact, â€Å"Obama needs to do something before a future attack happens and before his term is over.† With the eyes of the world focusing on Iraq and Syria. Leaders are also looking to the United States for its next move. So far, President Obama remains firm on his stance of keeping troops at bay. However, as public opinion agrees with the eventual deployment of troops. Many military officials and politicians on Capitol Hill are becoming outspoken each day. On ABC’s segment â€Å"This Week,† Speaker of the House John Boehner spoke about the looming possibility of ground troops being deployed and how Obama’s airstrike strategy will soon fail. â€Å"At the end of the day, I think it’s going to take more than air strikes to drive them out of there. At some point somebody’s boots have to be on the ground,† he said. â€Å"That’s the whole point.†

Brand survey Assignment Example | Topics and Well Written Essays - 250 words

Brand survey - Assignment Example Students typing on their laptops sitting on the comfortable couches or chair can be seen when one enters Starbucks and the comfort also enables the students to purchase more drinks than they planned to. Compared to any other coffee store, Starbucks provides a wide range of drinks which includes 22 variations of iced and hot tea, variations of frappuccinos and various other flavors of every drink they offer such as smoothies and juices. However, DD does not offer tea to its customers. Bakery goods are also displayed in glass displays which the customers can easily see but Dunkin Donuts only displays their donuts. An increasing array of foods can be seen at Starbucks such as breakfast meals, various kinds of sandwiches, salads, yogurt as well as ice cream.1 The best thing about Starbucks compared to DD is that it provides an excellent customer service. A Starbucks worker asks a customer for his name which is then written on their beverage in order to ensure that they get the correct or der. Moreover, cup holders are also provided by Starbucks for the customers to use if their beverage is very hot. All these develop brand loyalty because of which the customers visit the store again and again.

Reflective writing on health promotion during nursing clinical Essay

Reflective writing on health promotion during nursing clinical placement - Essay Example This paper employs Gibb’s reflective model to analyses the issue of health promotion while nursing clinical placements. This is because the model is particularly useful in helping people learn from situations that they regularly experience. It follows through a cycle of description, feelings (main), evaluation, conclusion and action (Gibbs 32). The cycle ensures that one does a deep self-analysis. The focus of this paper shall be on health promotion in the course of the placement in the Accident and Emergency (A&E) ward. â€Å"The A&E ward is usually the most action-packed section of a hospital, where things have to be done at a fast rate in order to save lives or relieve patients of their pain† (Jones 10). The A&E ward is the initial point of treatment of patients having severe injuries or illnesses that require immediate medical attention. Patients to the A&E ward are, in most cases, brought in by ambulances when in critical condition, or may come on their own if their condition is not all that bad. Whichever the case, the medical staff at the A&E ward always endeavors to put their best foot forward in treating the patients with the urgency that their injuries or illnesses demand (Jones 10). As such, this ward usually accommodates a patient only for a limited period before they are transformed to other wards in the hospital such as the intensive care unit (ICU). They may also be discharged home if it is safe. The Accident and emergency ward is a quick response ward that demands a wealth of prompt-action skills from the medical personnel (Sbaih 50). Any placement in the ward sharps one’s skills in as far as responding quickly to situations is concerned. Before the placement, one would view and conceptualize the profession as a very calm and slow one, given that it involves dealing with sick individuals. The A&E ward changes that narrow mindset. It opens up a person to the other side of nursing that requires on dropping their slow nature and

The tension between global governance and the sovereignty of the Essay

The tension between global governance and the sovereignty of the nation-state in the context of immigration - Essay Example The manner with which they should be received and treated as well as whether they should be immediately deported or given refugee status in respect to their age has sparked considerable controversy in the US. When President Obama asked for Congress to approve of $3.7 Billion budget to fund the crisis which he claims very serious, most of them were skeptical (Michael and Jeremy). They are reluctant to fund the same administration that promised to seal the Mexican border which remains porous to date. The way Obama sees it, while a humanitarian crisis, which also touches on human rights and right of children escalates in the background, congress is busy playing politics. It is evident that the president is cognizance that there is a real crisis and the American government must take action since it is taking place in their country. This issue brings to the fore numerous moral and political issues, the most predominant ones being anchored on the apparent suffering of children who are often stuck in detention centers with many of them being deported (Hill 41). The fact that the system allows children to be sent back even if they may have no family to go back to or if they are escaping violence and hunger is in contravention of everything the American republic stands for. Ultimately, the United States government must take responsibility for these children both from a moral and social political point of view. In addition, the fact that children without the aid or adults can illegally entre the United States bespeaks the lack of vigilance in boarder patrol and in a way this indirectly aids their incursion. The UN must also take some of the responsibility since they are the custodians of the human rights including children rights and the children have clearly been denied theirs both at home and in the US where they face detention and sometimes deportation

Find a dataset of your own choosing. The dataset can be from your own Essay

Find a dataset of your own choosing. The dataset can be from your own place of work, your own country, or connected to your MSc, although it does not have to be Financial or monetary data - Essay Example In the current complex business environment, dataset is widely used in several forms to analyse and interpret data and to draw up meaningful conclusions. With the recent developments in the computing technology, it is easy for individuals or businesses to prepare datasets and transform them into meaningful information. Today, MS Excel is widely used to develop datasets because even a non-tech savvy person can use this programme for arranging the relevant data in the form of a dataset. It is important to note that a data set must not necessarily contain financial or monetary data but it may contain any other form of data that can create a deep understanding of the given topic. This paper will analyze a dataset prepared by IC Insights about the sales performance of top 12 smartphone companies during the 2011-2013 fiscal periods. The paper will provide an explanation of the dataset, identify the meaning of the variables, and comment on its overall purpose and limitations. The dataset chosen for this project contains the data of smartphone sales of leading 12 companies for the three consecutive years beginning from 2011. Samsung, Apple, LG, Lenovo, ZTE, Huawei, Sony, Yulong/Coolpad, Nokia, HTC, RIM, Google/Motorola are the companies discussed in this dataset. In addition to presenting the sales data of smartphone sales, the dataset provides percentage change of increase/decrease in sales from year to year under consideration and also the industry ranking of these companies during the same period. An analysis of this dataset may assist the reader to form a clear understanding of the market growth of each company over the 2011-2013 period. From the dataset, it is clear that Samsung was at the #1 position of the global smartphone industry for the three consecutive years with convincing increases in sales each year. The company’s sales rose from 95 million units in 2011 to 218 million units in 2012, achieving 129% increase in sales. In 2013, the

Violence Leads to Disagreements and Development Essay

Violence Leads to Disagreements and Development - Essay Example That is the only way that issues can be resolved with ease. It becomes impractical to solve issues through violence. It is common practice for civilians to resolve to violence whenever they are dissatisfied with their particular leadership. However much this seems right to them, it is not the case because by engaging in violent demonstration, a lot of property is lost, and it may also lead to injuries. For example, violent demonstrations can lead to burning and destroying of structures which for years have served people. It is not only civilians that engage in violence. Even police officers may engage in violence. The role of policemen is controlling crime and ensuring that law and order is maintained. However, if policemen decide to use violent means when dealing with civilians, it becomes a form of violence since it causes bodily harm to civilians. Statistics have shown that communities that do not engage in violent activities are able to lead good and quality lifestyles as compared to those that lead violent lifestyles. As a result of this, people are always encouraged to shed their violent side since it ensures that they lead a quality lifestyle. Another disadvantage of violence is that it hinders development since it introduces enmity in people’s lives. People need to pull together for purposes of development, hence, when there is violence, there is bound to be disunity which affects development. Violence also leads to various disagreements between people which ensures that people do not get along well as they initially did. Disagreements are not good for life since people are expected to live in harmony in the community. Therefore, the best way to minimize disagreements in the community is to reduce violence. By so doing, people will live peacefully in the community and development will be realized well in the society. In conclusion, violence is a practice that causes disharmony between people and brings about enmity between people. Violence

Should all states raise the high school dropout age to 18 Essay

Should all states raise the high school dropout age to 18 - Essay Example The skills become better with increased age. Hence, 18-year-old students have more life experiences that make them better citizens. They are also able to comprehend issues and act in accordance with regulations. An 18-year-old student has an enhanced maturity and cognitive capacity. Therefore, making the legal age for school dropout ensures that the society has fully equipped members to promote sustainability. Persons aged 18 years are equipped physically and mentally to enhance productivity and help in nation building. Even though, critics argue that increasing age limit amount to a violation of student rights and that it does not consider the talents. The school provides the platforms for talent development and nurturing. Schools also improve the interpersonal skills of individuals through diversity. Persons also learn to respect and appreciate other people’s cultures. However, such attributes only become better with increased age. An 18-year-old student shows good reasoning compared to the one who drops out at an early age. Therefore, all States should establish mechanisms to keep students in high schools until they reach 18 years of

Fast food Essay Example | Topics and Well Written Essays - 750 words - 1

Fast food - Essay Example He has some reasons for not accepting the food as art. His reasons tell about its short life time of food, its temporary taste, less audience, its lack of complexity, less creativity, the profit motive of its creators, its objective to nourish people, its recurring needs etc. In contrary to this, he has illustrated some experiences in elBulli restaurant for its chances of being an art. Compare and Contrast with other Related Articles: There are some common features to be compared between the article of Blake Gopnik and the post in â€Å"From Still Life to Real Life: Food Art and Its Place in the Art World† by Kate Olsen. These include the life time of food, and its simplicity. As per the television program â€Å"The Rachel Ray Show† done by Artist Jason Baalman, it is clear that the history and custom of food is an acceptable opinion as per the article of Blake Gopnik. I find some lack of information in the article â€Å"The Big Debate: Can Food Be Serious Art?† by Blake Gopnik when compared to others. It is not mentioned about the traceability of origin of art form of food. But it is clearly mentioned in â€Å"Still life† article by Kate Olsen with some common instances around us. Also, the former lacks the information about the statues formed out of carving the food materials. But, the latter points out the same. This reminds the statues formed out of butter by Jim Victor. Most of his creativity depicts animal life. According to Blake Gopnik, the food was not at all critical to be an art. This proves that the raw material is also important in forming the art of food. But in â€Å"Still life† article, it is mentioned clearly through the experience of Janine Antoni, an artist. In the case of Janine Antoni, she stunned museum goers with her 1992 conceptual piece titled â€Å"Gnaw,† a 3-part installation piece consisting of both a 600lb cube of chocolate and a 600lb cube of lard that have been literally â€Å"gnawed† on every corner so that teeth marks are evident and large chunks on the corners are missing. Is it art? As Antoni explains, â€Å"I titled this ‘Gnaw’ because I am interested in the bite as a kind of primal urge. I love to look at a little baby when they put everything in their mouth in order to know it, and through that process, they destroy it. I was interested in the bite because it was both intimate and destructive† (Kaufman, 2010). You can see the food arts in different forms in museums. Some of them make us feel and involve into the story or ethnicity on passing by or having it. This is explained with an example from a piece â€Å"Untitled (Portrait of Ross)† written by relational aesthetics artist Felix Gonzales-Torres in 1991. (Kaufman, 2010). Conclusion: In my view, it is clear that the food can be considered as an art to an extent on the ground of the above mentioned articles. When you see an art work made out of food materials, it is special for your eyes as it has happened in your life time and cannot expect again in future. The food can be artistically formed by some creative artists. So it takes its forms in accordance with the thoughts and ideas of different persons. For instance, in the article â€Å"What is Fine Art?† by artist and author Dolores G.Kaufman, she explains: â€Å"when we call something fine art we are signifying a context into which the object has already been placed,

Pfizer information systems Essay Example for Free

Pfizer information systems Essay Pfizer is a health organization in form of a pharmaceutical company. It has its headquarters in London. Due to the wide distribution of activities within the corporation however, success of its activities has been through the use of Clinical Management System (CMS). This is management software, which is in a form of a wide scope of database that support the storage, processing and release of information across different departments. In 2000, this information system database won the top honor towards care management. The nature of the database is inform of a complex autonomy of information sourcing, storage and dissemination center to the various departments within the organization. (http://ieeexplore. ieee. org/Xplore/login. jsp? url=/iel5/6709/20043/00926806. pdf? arnumber=926806) It has been an important implement towards the maintenance of patient records in electronic forms. It helps in providing support for the providers of primary care, care managers, health professionals and nurses with the most appropriate framework for decision-making. Within its system, CMS database holds records about the outlay of various chronic diseases. Elsewhere, it is equipped with the health information of various patients which is seen as an important step towards offering adequate performance lifestyle in the care management for the patients. (http://www. pfizer. com. my/01b_bus. asp) To Pfizer, CMS database system was developed as a solution towards patients care management. It has been a tool for supplement health care management in various institutional process management within the organization. A complex autonomy of data is held within its system which captures patient health history, chronic diseases, and medical attention given to them above others. Decision support for patients is attained through the provision of information across various departments within the organization. The database helps the professionals for health care in collected the most appropriate medical history, laboratory data, medical data information on treatment status, symptoms and other basic patient information. Within its system also, treatment information on patients that have diabetes, depression and heart failure is maintained. It also has a component of modules that are used by health care professionals in facilitating health lifestyles. Consequently, an approach towards lifestyles that help to reduce the risks involved in cardiovascular disease is provided. (http://www. pfizerhealthsolutions. com/media/071301_award. asp) Therefore, CMS is a risk management database system where information which is patient specific is stored. Consequently, the stored information is thus configured towards providing the most appropriate real-time analyzed decision support structures to the caregivers. The application of the information held in the system involves trained nurses as well as care managers who are licensed to use various program protocols under strict supervision of a specialist. They then deliver the most appropriate care towards the success of the patients. It has various clinical features and functions aimed at patient care management. Generally, Pfizer Health solutions have been known in offering and enhancing efficiency and quality in health care delivery. This would perhaps be a simple structure of database CMS information system.

Innocent Ltd Integrated Marketing Plan

Innocent Ltd Integrated Marketing Plan Currently Innocent can be considered as the colossus of natural fruit drinks in the smoothie manufacturing industry. Innocent is headquartered in London with a workforce about 273 people and a global network of more than 10, 000 traders over 13 European countries (Datamonitor, 2009). Innocents product portfolio has been recently expanded to almost 40 different product selections and thus companys success over the competition is the natural ingredients that used in its products and also the aspiration to conserve the nature in its products until the end user (Innocent, 2010). Potential Market Analysis and Resultant Marketing Objectives Regarding Pickton and Broderick (2005), PRESTCOM analysis can help the business in building up the best possible knowledge of the internal and external environment in which the company is preparing to enter. Consequently, an analysis has been carried out and can be viewed below: Considering the Political and Regulatory factors, the UK Department of Health has launched 5-a-day campaign, as a way to influence peoples life in order to be healthier (NHS, 2009). Therefore, the governments goal is to increase peoples knowledge of the benefits of healthy consumption as well as to buy more fruit and vegetables. Additionally, legislations that occasionally come from various governmental health and food departments can also affect the market. A good example is that of the Food Standards Agency which has altered a new labelling legislation where people can be aware of the level of trans-fats used in the product they consume (BBC, 2007). Recession can be characterised as one of the most influential factors of UKs Economic environment. The high amount of unemployment and the low peoples income are significant factors for the market. Such economic conditions, people are more aware of their expenses that mainly spend money on necessary daily items (LaForey, 2010). Finally, the recent rise of ice cream taxes, oil and milk prices can also affect the market at a great extent (Jofre, 2010; BBC, 2010). Lifestyle, value, trends and ethics are some elements that characterise the Social window of the externals environment. In instance, Mintel (2010) states that ice cream consumption is not seasonable anymore but for the whole year. In addition, most adult consumers buy ice cream for pleasure where a high number of people are aware and care of healthy consumption. The Technological concept has recently taken another dimension as social networks and brand communities have gave the ability for consumers to give-and-take opinions for products and services (Mitchell, 2001). In order to understand the Competitive environment of an industry Johnson et.al (2008) suggest that the five forces framework can assists the process. Taking a brief Porters 5 forces analysis of the company, the bargaining power of the suppliers have been assessed to be moderate to high since the company hires a small yet diversified supply chain as the fruits are being provided by suppliers across the world (Annual report, 2008). Thus a possible concentration of suppliers makes this power stronger. The bargaining power of the buyers has been assessed to be high for three reasons: a) buyer concentration due to premium priced products, b) small target market, and c) product standardization. Threats of substitutes has also been assessed to be moderate to high due to current pricing strategy of the products that provides opportunities for cheaper substitutes products. Barriers to entry in the UK market has been assessed to be low due to external threats to the country such as terrorism, recession etc. all discouraging foreign investors entering into the UK market. Lastly, rivalry amongst the competitors has also been assessed to be high due to leading competitors Haagen-Dazs and Ben Jerrys (Mintel, 2010). The evolving changes in the external environment of the businesses today are evidently observed since businesses have been under strict scrutiny for ethical business practices. Additionally the adapted ethical business practices have also been assessed to be competitive advantage of the company along with its strong product portfolio, continue to provide the company with critical success factors in the competitive market (Annual Report, 2008). The strategic advantage of the company capitalizes on savvy and busy customers with little time for taking a meal during the mid-day (Innocent, 2010). Hence, the food products offered by Innocent Ltd. promises healthy and balanced diet options using healthy ingredients such as oats, yoghurt, fresh fruits etc. Finally, the corporate social responsibility policy practiced by Innocent Ltd. as reported in the annual report (2008), continuously indicates towards the importance of the implied approach of the business ensuring that business initiative s shouldnt mess up with the planet (Annual report, 2008). Such elements reflect the current environment of the Organisation. Aaker and McLoughlin (2010) recommend that an examination of the Market can benefit to determine Innocents current and future attractiveness. Even the recent negative period of recession, is expected a positive growth for the market in the next few years. According to Mintel (2009) is expected that the market will have a growth from annual sales of  £0.2 billion until the end of the year 2014. In addition, the weather instability of the ice creams seasonal nature (summer) has made manufactures to seek on developing take-home ice cream (Mintel, 2009). With Unilever controlling up to 43% of the markets share, ice cream has struggled to be as a special treat. Marketing Objectives Brassington and Pettit (2006) define marketing objectives as the goals that companys marketing strategy must be able to achieve. In order to come up with the best possible strategy, Fill (2009) argues that objectives must be SMART such as the company can ensure that its goals are clearly and well defined. Regarding the SMART concept, marketing objectives have been carried out and can be view to the table 1 below. Table 1: Marketing objectives based on SMART mode Specific Innocents main business objective is to promote and launch Innocent Ice Sorbets in the established UK market Measurable Aim for an overall increase of 15 per cent in the market share of Innocent Ltd. in the UK market Achievable The company has to continue with relationship building initiatives with stakeholders of the company so that 20 per cent of existing customers that is accountable for 80 per cent of business revenues, can be retained Realistic The firm has to develop marketing campaign creating awareness and desire of the Ice Sorbets through advertising and relationship marketing and also to develop the brand image, loyalty and awareness Time-able The companys objectives have duration of one year; this means that Innocent is expected to complete its objectives until the end of the year 2011 Integrated Marketing Communications Objectives Integrated marketing communications objectives are usually related with the sales or aims that the company required in order to attract the attention of consumers. They can be also characterised as part of the overall marketing plan development (Moss and Warnaby, 1998). Such objectives can be generated base on AIDAs model (Awareness, Interest, Desire, Action) which involves the buyers process before the decision of purchase is made (Pickton and Broderick, 2005). Therefore, integrated marketing communications objectives have been produced and can be viewed below: To create an awareness and increase the demand of the product with in the defined target market. To persuade the target market to purchase and re- purchase the product. To be clear and concise with the marketing communication message so that the marketing objectives can be achieved. Target Audience Description and Justification Target segments can be chosen on the basis of their psychographic, behaviouristic, and demographic characteristics. Nevertheless, consumers in such segments may have different needs, attitudes and preferences (Kotler, 2003). Once the marketing plan has been executed, further information concerning the target market can also be extracted by means of organizing marketing initiatives such as marketing surveys, focus group, customer etc. so that the process of re-defining the target market can take place, if needed. Identifying the current target audience for Innocents product are those people who are health conscious and seek taste and health benefits at the same time. In addition, the target audience are 20 per cent of the current customers of the company, who have been assessed to be generating 80 per cent of the business revenues (Annual report, 2008). Therefore, it is important to tightly define the scope of the marketing plan so that the allocated marketing budget can be justified. In order to reach the target market, the marketing communication plan proposes to stabilise and establish communication channels mainly through advertising and marketing initiatives in a valuable approach (Pickton and Broderick, 2005). Conclusively, the target market of this IMC plan comprises of people ranging within age bracket of five years to 45 + years, coming from mostly educated backgrounds male and female both (working men / women, students, housewives, retired people etc.) who are well aware of the disadvantages of processed ingredients, preservatives, added sugar and salt etc. Table 2: Target Market Integrated Marketing Communications Strategy After defining businesss objectives and audiences it is essential to create a communication strategy. For instance, Innocent can use a combination of push and pull strategies as Pickton and Broderick (2005) suggest that a combination of those can reduce any potential dangers. Considering pull strategy, the company can focus its promotion activities to increase demand for the product at the end consumer while push strategy seeks to boost the trade channel to drive and promote the product until the end user (Fill, 2009). In order to create awareness and desire to purchase the product in the target market, the audience should be approached with a persuasive marketing communication message that emphasizes on the importance of the pure ingredients laden with health benefits that are used in the Ice Sorbets (Palmer et.al, 2007). In addition, the target market should also be informed about the product and its ingredients and how the product can be a no-added sugar and sweeteners, concentrates and preservative. The marketing communication messages should embrace 100per cent fruit quality of the product. Develop a unique selling proposition (USP) for the Ice Sorbets and promote the USP throughout the marketing campaign (Pickton and Broderick, 2005). The identified USP of product has been identified as 100 per cent fruits that are being used in making of the product, unlike other similar or substitute products that use artificial ingredients. The USP of the product makes the product safe to be consumed by children as young as five years old so that parents dont have to worry about any unnatural ingredient used in the product. It is very important that the marketing communication message should be persuasive and compelling so that the audience can easily memorize the message since Ice Sorbets may be highly consumed during the summer months (June- August) only. Hence a strong marketing communication message is crucial to the success of the product and the marketing communication plan. The marketing communication plan should be developed while making considerations of relationship marketing as suggested by Peelen (2005). These are: obtaining knowledge of the customers; establish strong relationship with the customers, and lastly persuasive communication along with value proposition of the customers. The marketing communication plan should also embrace a combination of exciting and validating plead, persuasive enough for the target audience. An exciting or emotional plead can be formed through connecting the product with peoples hearts such as care for the family by giving them 100 per cent healthy product made only with fruits. This can even extend to family members who are diabetic. Similarly, it is imperative that any element of mass marketing should be avoided. For that reason, the advertisements designed for the marketing plan should be able to connect to the customers (Dashlen, 2010). Apparently, extensive marketing research initiatives should be undertaken prior to the development of the marketing campaign. While identifying the validating plead, the communication message should converse the functional advantages of the product such as healthy and full of fruits nutritional value (Peelen, 2005). In addition to above, it is equally significant to note that the marketing cam paign is build from the consumers viewpoint rather than from the standpoint of the company. Subsequently, the target audience should be able to connect the rationale and emotional side of their personality with the product. Out of the defined target market, 70 per cent should be reached with in the first four months of launching of the marketing campaign whereas the remaining 30 per cent should be reached in the following months of the marketing campaign. However, repeat messages should be broadcasted and any tweaking of the communication message should also be carried out if necessary. The marketing communication campaign should be reviewed and monitored periodically (Schultz and Schultz, 2004). Additionally, in order to select an effective communication mix of IMC, the AIDAs model (illustrated in Table 3 and Table 4) has to be assessed. Table 3: AIDA model and IMC mix Low Awareness Integrated Marketing Communications Tactic In order to implement that above proposed strategies, following tactical approach has been projected (Blythe, 2006). The tactics take the shape of the marketing communication plan that is categorized as the 4 Ps of the marketing: place, product, price and promotion. Place: Even though the existing distribution channel of the enterprise seems to be adequate to assist this particular element of the marketing mix, however some additional retailers need to be employed while distributing the product. Such retailers have been identified as food retailers like Waitrose and Sainsbury, due to the comparatively high priced products sold by these retailers, suitable to sell premium priced products sold by Innocent Ltd (Mintel, 2010). Additionally, some coffee retailers such as Starbucks, Costa Coffee etc. will also be approached. The coffee shops have been chosen because they are eager to sell low fat / healthy food options unlike their high- calorie bakery items (Mintel, 2010). Similarly, the existing services of the company such as inventory management; logistics, transportation and warehousing will be used to store and manage the availability and transportation of the product. Product: The product is called Innocent Ice Sorbets and is fully concentrated with fruits i.e. no air whipping technique is used to make the product dense as compare to its competing products. This product promises 100 per cent flavour and nutritional content of the fruits. The product initially comes in three flavours: Mango Passion Fruit; Banana Raspberry; and Strawberry. The product will be sold in eco friendly packages whereas the copy on the packages will carry on the marketing communication message that emphasizes upon the natural ingredient laden with health benefits. Price: The pricing strategy of the product should be competitive against the luxury ice cream brands. Hence, the pricing strategy will enable the company to continue with its market leading position (Brassington and Pettitt, 2005). The competitive pricing strategy will also aim to take over the market share of its competitors in this regard such as Ben Jerrys, Haagen-Dazs, Solero and Carte DOr Moreover. The product has high potential in doing so because of its USP i.e. no added sugar, sweetener, preservatives and 100 per cent fruit content. However, it is very important that the pricing strategy must deliver product value to its consumers so that objectives of the marketing communication plan i.e. relationship building relationship with its customers can be attained (Blyth, 2006). Promotion: This element of marketing mix has been categorized into different elements of the communications mix which is basically a tool for the achievement of companys IMC objectives (illustrated in Table 4) (Smith and Taylor, 2004). Table 4: The Communication Mix Advertising: The product will mainly be advertised through different media as explained below: magazines; Vogue, OK, Grazia, Hello! etc, newspapers; The Times, Evening Standard, Metro etc., television channels; Channel 4, ITV etc, internet and, outdoor; billboard, tubes, buses, bus stands shopping malls, etc. Collateral advertising: The product promotion will also be done through designing product literature such as pamphlets, posters, mail shots etc. Direct mail: The product literature will be directly distributed to the target market to ensure the reach of the message to its target audience. Trade shows: To provide a further boost to the product promotion, trade shows will be arranged specifically targeted to business- to- business customers. The objective of trade shows will be a) to educate the supply chain partners / stakeholders about the product and its associated health benefits so that their confidence and trust can be instil in to the product and b) to build relationship with stakeholders so as to internally strengthen the enterprise. Sales promotion: The product will be offered to its business-to- business customers on sales promotion offers such as 15 per cent price reduction in the total bill with the purchase of X amount of volume etc. Branding: Along with branding the product Ice Sorbets, the brand development of the product portfolio will run side by side. Some of the proposed brand development initiatives are developing online networks and communities so that the company / products can stay closer to the target audiences through listening and valuing their opinions, advertising, customer relationship building and so on. Costed Media Plan The costed media plan and budget allocation has been carried out based upon the following tables (Table 4 and 5). The budget allocation amongst the choice of the media has been carried on the designated priority level i.e. TV adverts and print adverts gain 64% of priority whereas out door adverts get 36% of the priority. Table 4: Media plan budget Calculation Total budget is 8 per cent of anticipated sales i.e.  £ 5,000,000 calculated as: 6 per cent of anticipated sales for marketing  £ 4,00,000 + Total budget