Sweden s Health Care System - 2002 Words

Discussion Sweden gives everyone equal access to health care services under a largely decentralized, taxpayer-funded system (Swedish Institute 2014). The health care system in Sweden is financed primarily through taxes levied by county councils and municipalities. Sweden s health care system is organized and managed on three levels: national, regional and local. At the national level, the Ministry of Health and Social Affairs establishes principles and guidelines for care and sets the political agenda for health and medical care. At the regional level, responsibility for financing and providing health care is decentralized to the county councils. A county council is a political body whose representatives are elected by the public every four years on the same day as the national general election. At the local level, municipalities are responsible for maintaining the immediate environment of citizens such as water supply and social welfare services (Swedish Institute 2014). Costs for health and m edical care amount to approximately nine percent of Sweden’s gross domestic product (GDP), a figure that has remained fairly stable since the early 1980s. Seventy-one percent of health care is funded through local taxation, and county councils have the right to collect income tax. The state finances the bulk of health care costs, with the patient paying a small nominal fee for examination. The state pays for approximately ninety seven percent of medical costs (InterNations 2014). InShow MoreRelatedA Brief Note On Sweden s Health Care System1866 Words   |  8 PagesEveryone in Sweden has equal access to health care services under a largely decentralized, taxpayer-funded system (Swedish Institute 2014). The health care system in Sweden is financed primarily through taxes levied by county councils and municipalities. Sweden s health care system is organized and managed on three levels: national, regional and local. At the national level, the Ministry of Health and Social Affai rs establishes principles and guidelines for care and sets the political agenda forRead MoreThe Difference Between Unites States Healthcare Systems and the Healthcare Systems in Sweden866 Words   |  4 PagesThe difference between Unites States healthcare systems and the healthcare systems in Sweden Noranda Brown Kaplan University The difference between healthcare systems in the United States and the healthcare systems in Sweden. Healthcare systems vary in many different developing countries, causing various types of governmental issues regarding the care of unhealthy citizens in an unstable environment. The healthcare of Sweden and the United States (U.S.) will be addressed and differentiatedRead MoreSweden’s Maternal Child Care Policy894 Words   |  4 PagesSweden’s Maternal Child Care Policy Maternal and Child care policies are very important in every country since the future of every country is based on the children that are brought into this world. Behavioral and cognitive development is crucial with the timing and continuity of care within the family, before during and after the mother’s pregnancy. This is why policies were made in order to assist and support maternal and child care arrangements. Sweden’s maternal and child care policy factors underRead MoreSweden s The Swedish Health System943 Words   |  4 PagesThe country of Sweden has seemed to excel significantly when it comes to health services. An Organisation for Economic Co-operation and Development (OECD) ranking in 2010 placed Sweden in first place for having the best healthcare system out of nineteen industrialized countries (Bernpaintner, 2013). Sweden offers universal health under a bureaucracy, while the United States offers a free market version of health care. Even though the U.S. offers more freedoms to their citizens when it comes to doctorsRead MoreSweden Health Care System Essay1586 Words   |  7 PagesSweden’s Healthcare System The life expectancy of people in Sweden is increasing according to Sweden.se. The website provides a statistic stating â€Å"average lifespan is now 81.4 years for women and 80.3 years for men. This can be attributed in part to falling mortality rates from heart attacks and strokes. In 2016, one in five people was 65 or older. On the other hand, the number of children born in Sweden has been increasing each year since the late 1990s†. Coverage is universal in Sweden. All residentsRead MoreHealth Care Systems : Australia And Sweden Essay1055 Words   |  5 Pagesproviding the population high quality, accessible, and affordable health care. Unfortunately, it’s not that simple due to the many challenges that health care systems encounter. According to the World Health Organization’s rankings of the World’s Health Systems, Australia and Sweden are ranked high on the list compared to the rest of the world. Both countries have an exceptional health care system that is able to provide universal care for its entire population. It’s important to take into considerationRead MoreSweden : A Strict Guideline For All Medical Professionals927 Words   |  4 PagesMuch like the United States, Sweden has a strict guideline for all medical professionals; this is only going to briefly discuss the common 3 careers in medical doctors, nurses and pharmacists as was discussed in the previous paragraph. Undergraduate medical education at one of the six medical faculties takes five and a half years and is completed with the medical degree to become a doctor in Sweden. After a preregistration training program called †allmà ¤ntjà ¤nstgà ¶ring (AT)† or general medical trainingRead MoreHealthcare in Sweden Essay1533 Words   |  7 PagesHealthcare In Sweden Amanda Wilson NUR301 Transition to Professional Nursing Professor Lori Dowell 10/24/12 Healthcare in Sweden There are pros and cons for any health care system researched. Obviously no country in the world has perfected the job of balancing supply and demand in a cost effect manner. Everyone has complaints about how the government runs things in their country and everyone has horror stories about how they have been treated at some point by the medical profession. AfterRead MoreThe Sweden Vs Singapore Health System Comparisons1656 Words   |  7 PagesThe Sweden Vs Singapore Health System Comparisons: The Role of Governmental Public Health Agencies The Singapore: Introduction and Country Overview Singapore was founded in 1819 as a British trading colony. Although it joined the Malaysian Federation in 1963, it declared independence in 1965. Since then, it has been one of the world’s wealthiest countries with strong international trading. It has one of the world’s busiest ports. Geographically, it located inRead MoreA Brief Note On Coronary Thrombosis And Diabetes1433 Words   |  6 Pagesthe patient s record and results without waiting for the physician s feedback. For example, the telemonitoring device should recommend some particular medicines when the patient has a critical cardiac situation based on his/her medical situation. †¢ Improving measurements accuracy: Mobile devices and health applications are good way to take heart rate and blood pressure from the patients, but they are not accurate enough. Thus the heart failure patients need mobile device and health application

The And Third Steps Of The Business Cycle Essay - 2081 Words

iUser Accessories Jack and Sarah are between the second and third steps of the business cycle, they have developed a business idea and are preparing to move their idea into a firm. The name they chose for their new firm is iUser Accessories this is a tentative name that takes advantage of the Internet Domain name, a non-traditional barrier to entry. The have decided not to Advertise until a trademark attorney is consulted. This ethical decision will save them from being sued in the future from theft of intellectual property. Other non-traditional barriers they utilize are first mover advantage and new approach to an industry. The business they are intend to try will place 10 kiosks in malls and other high traffic areas that sell accessories for the iPhones, iPads, and iPods. In addition, they have created a series of short videos that help users make better use of their devices. These videos will be available through their web site or an app they are developing, these online options will charge a one- time fee for access. They are going to use these online resources as a part of their marketing strategy by offering promotions here. The business plan was developed in a business class, then refined, and submitted for a business plan competition. That same business plan won the competition giving them 10,000$ to work with. Winning this completion shows the business plan is complete and that Sarah and Jack have enough passion stick with their plan after the class ended andShow MoreRelatedAcc 201 Final Project Part I Accounting Cycle Report1280 Words   |  6 PagesFinal Project Part I Accounting Cycle Report Saheed Alabi Southern New Hampshire University â€Æ' The purpose of accounting cycle report is to keep the best accounting records up to date. It also assist in producing the best possible financial statement that shows the true pictures of the business or organization and help making a good call whether business is profitable or not. Journal Entries: This is the first step in accounting cycle and are used to record all business transactions and events in theRead MoreAcc 201 Project 1 Bank Memo1225 Words   |  5 PagesPeyton Approved Business Expansion Loan Request Peyton Approved is a business that manufactures and distributes organic all-natural and hypo-allergenic baked treats for dogs. The company named after our dog (Peyton), was an idea that started at home after realizing the severity of his allergies from the products bought at the store; and what could be done to make all natural products that would not cause any more harm. What started as a home-based idea soon turned into a business after realizingRead MoreThe Accounting Cycle1405 Words   |  6 PagesThe accounting cycle is the process by which companies produce their financial statements for a specific period of time. It consists of ten steps, each step depending on the information generated in the previous step. Any business that fails to follow the steps of the accounting cycle, or omits any piece of vital information, risks ending up lost in a wave of inaccurate numbers or accounts that don’t balance correctly. The first step in the accounting cycle is to collect all the documents relatedRead MoreWhat I Learned At Ais 2016. Before Starting The Accounting Information System Class Essay1471 Words   |  6 Pageshard to talk about everything. I decided instead of talking about everything I learned I would choose the topics I believe will be beneficial for later use, whether in school or at a job. The important topics I chose are; creativity, interviewing, cycles, frauds and errors, controls, and flowcharts. The proof of what I learned in this paper is the information stated in the following paragraphs in this paper. Some of the information stated in this paper was obtained from the sources posted on D2L forRead MoreThe Rossman s Creative Model And The Directed Creativity Cycle1485 Words   |  6 PagesIntroduction Paper will be about the Rossman’s creative model and the directed creativity cycle and how they are applied to the challenges that we have experienced in the report. The paper will also talk about how the creative thinking models impact our roles as health managers in the future. Creative Thinking Model Rossman’s Creativity Model This creative model is a model of how the creative process works. According to Plsek (1996) Rossman came up with this model of creativity by examining theirRead MoreProject Management Life Cycle1218 Words   |  5 Pagesï » ¿ Project Management Life Cycle Chi Zhang Herzing University MBA 631 Operations and Projects Management Dr. Gary Hanney Abstract To control the process of a project and manage the operation of a project, the theory of project management life cycle is widely used in nowadays business administration. Treating the whole time dimension of the project as a life cycle, project management life cycle separates the project to some steps and uses checkpoint, milestone andRead MoreThe Steps to the Accounting Cycle1007 Words   |  5 PagesThe accounting cycle refers to the process by which companies produce their financial statements for a specific period of time. It is called a cycle because the steps are repeated each reporting period. The organization at which I am employed completes its accounting cycle monthly. The organization is a privately owned nursing facility licensed and incorporated in the state of Virginia that has been in business since 1966. An explanation of the overall accounting cycle at the organization includingRead MoreThe Two Principles Of Accrual Accounting891 Words   |  4 Pages In order to f ully understand the accounting cycle and complete all eight steps, an accountant must understand the adjusting and closing process and be able to prepare trial balances. The unadjusted, adjusted, and post-closing trial balances are all prepared during the eight step accounting cycle. In order to maintain the most accurate financial statements, accrual accounting should be used. Accrual accounting is an â€Å"accounting method that records revenues when earned and expenses when incurred withoutRead MoreLife Cycle Cost Analysis (LCCA) Introduction Life cycle cost analysis (LCCA) is defined as a1300 Words   |  6 PagesLife Cycle Cost Analysis (LCCA) Introduction Life cycle cost analysis (LCCA) is defined as a method or a financial tool to evaluate the total cost of facility ownership, which include time period and discount rate by using discount cash flows. For example: maintenance, user, reconstruction, rehabilitation, restoring, and resurfacing costs. Net present value (NPV) and internal rate of return (IRR) are considered all possible cash flows and they generate financial metrics of LCCA. Life cycle costRead MorePlan-Do-Check-Act Cycle of Decision-Making1177 Words   |  5 PagesPlan-Do-Check-Act Cycle of Decision-Making There are a number of tools and techniques used to make sound business decisions that will help to resolve a particular problem or area that needs improvement. There is not one correct tool or technique to be used for each problem faced and not all are appropriate for all problems. He or she should examine the available tools and techniques and apply one or more than one that will help to resolve the problem faced. One of those tools and techniques is the

Analysis Of Walt Disney Company s Profitability,...

The Walt Disney Company’s Profitability, Efficiency, Liquidity, and Solvency 2014 vs. 2013 vs. 2012 The profitability ratio measures the ability of the organization to generate profits. The return on sales (ROS) is also called the net profit margin. The ROS measures the profitability of the revenue received, and the ability to control expenses. The ROS for fiscal 2014 increased to 16.4% compared to fiscal 2013 at 14.73%, and fiscal 2012 at 14.6%, the profitability from revenue is improving. The return on assets (ROA) measures how productively a company uses its assets to generate profits. The ROA for fiscal 2014 increased to 8.91% compared to fiscal 2013 at 7.55%, and fiscal 2012 at 7.59%, the company is improving by being very efficient using their assets to generate profit. The return on equity (ROE) measures the degree of profitability that the stockholder’s equity is applied to generate net income. The ROE for fiscal 2014 increased to 16.68% compared to fiscal 2013 at 13.51%, and fiscal 2012 at 14.29%, the company is improving by being very efficient using the stockholde r’s equity to produce net income. The gross profit margin (GP%), is compared by the revenue received, which reports the gross profit as percentage from the profits received from sales revenue. The gross profit margin for fiscal 2014 increased to 45.88% compared to fiscal 2013 at 44.42%, and fiscal 2012 at 44.49%, the company is improving by successfully buying and selling merchandise at a profit. TheShow MoreRelatedApple Inc. An American Corporation1259 Words   |  6 PagesApple INC is an American corporation headquartered in the state of California. Founded on April 1st, 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne. The Company designs, manufactures, and markets mobile communication and media devices, personal computers, and portable digital music players, and sells a variety of related software, services, accessories, networking solutions, and third-party digital content and applications. All these products are sold worldwide through Apple’s retail storesRead MoreTeaching Notes Robert Grant - Strategy 4th Edition51665 Words   |  207 PagesFrozen Food Industry 109 1 CONTENTS 13 14 15 16 Euro Disney: From Dream to Nightmare, 1987–94 116 Richard Branson and the Virgin Group of Companies in 2002 125 General Electric: Life After Jack 131 AES Corporation: Rewriting the Rules of Management 139 2 Introduction This new edition of Cases in Contemporary Strategy Analysis has been developed to accompany the fourth edition of the textbook Contemporary Strategy Analysis. A key feature of the Casebook is its close integration withRead MoreRatio Analysis for the Hospitality Industry- a Cross Sector Compa7085 Words   |  29 PagesRefereed Journal of the Association of Hospitality Financial Management Educators Volume 13 | Issue 1 Article 26 1-1-2005 Ratio Analysis for the Hospitality Industry: A cross Sector Comparison of Financial Trends in the Lodging, Restaurant, Airline and Amusement Sectors Woo Gon Kim Baker Ayoun Recommended Citation Kim, Woo Gon and Ayoun, Baker (2005) Ratio Analysis for the Hospitality Industry: A cross Sector Comparison of Financial Trends in the Lodging, Restaurant, Airline and Amusement SectorsRead MoreA-201: Financial Accounting Study Guide25403 Words   |  102 Pagesdecision makers. 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Contains 3 things: 1)Read MoreStrategic Marketing Management337596 Words   |  1351 PagesStrategic and marketing analysis 2 Marketing auditing and the analysis of capability 2.1 2.2 2.3 2.4 2.5 2.6 2.7 Learning objectives Introduction Reviewing marketing effectiveness The role of SWOT analysis Competitive advantage and the value chain Conducting effective audits Summary 3 Segmental, productivity and ratio analysis 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 3.10 3.11 3.12 Learning objectives Introduction The clarification of cost categories Marketing cost analysis: aims and methods An illustrationRead MoreDamodaran Book on Investment Valuation, 2nd Edition398423 Words   |  1594 Pagesfind their way into the final version. Chapter 1: Introduction to Valuation Chapter 2: Approaches to Valuation Chapter 3: Understanding Financial Statements Chapter 4: The Basics of Risk Chapter 5: Option Pricing Theory and Models Chapter 6: Market Efficiency: Theory and Models Chapter 7: Riskless Rates and Risk Premiums Chapter 8: Estimating Risk Parameters and Costs of Financing Chapter 9: Measuring Earnings Chapter 10: From Earnings to Cash Flows Chapter 11: Estimating Growth Chapter 12: Closure inRead MoreDeveloping Management Skills404131 Words   |  1617 Pagesbuilt-in pretests and posttests, focus on what you need to learn and to review in order to succeed. Visit www.mymanagementlab.com to learn more. DEVELOPING MANAGEMENT SKILLS EIGHTH EDITION David A. Whetten BRIGHAM YOUNG UNIVERSITY Kim S. Cameron UNIVERSITY OF MICHIGAN Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore

Piaget s Theory Of Cognitive Development - 1519 Words

The scenario relates to both Piaget and Vygotskian theories in the sense that they describe how the child s mind develops through different forms of stimuli that occur during early childhood. Piaget s theory focuses mainly on things such as; how children think; how the world around them is perceived and how the newly found information is explained through the language they use. Vygotsky s theory however differs as the effects of different forms of social interaction occur in cognitive development such as; internalisation; social interaction the zone of proximal development. The way that children think, see the world and the language that is used from the information that is received is described in Piaget s theory as Piaget s Cognitive Stages . Piaget believed that the cognitive development of a child occurs in stages from birth to adulthood. These stages are: sensorimotor; preoperational; concrete operations and formal operations. Each stage has developmental milestones that are contained within it, in terms of the scenario a child that is in Year 8 would have already moved out of both the sensorimotor and preoperational stages. Concrete and formal operations would be observed with children in Year 8 as the stages recommend that children within the ages of 7-12 12+ will experience specific developmental milestones. Within the Concrete operations period signifies one particular milestone which is conservation. Conservation is the ability that a child has toShow MoreRelatedPiaget s Theory Of Cognitive Development1289 Words   |  6 Pagesare many great cognitive theorists, but the one that comes to mind is a development psychologist by the name of Jean Piaget. One of his prized declaration was in 1934, where he declared that education is capable of saving our society from collapsing whether its violent or gradual. Piaget had a key effect on education and psychology, and because of that effect he made many contributions to learning and to cognition. One of most important contribution was a model that was made by Piaget. This modelRead MorePiaget s Cognitive Development Theory1077 Words   |  5 PagesAccording to Piaget (1957), cognitive development was a continuous restructuring of mental processes due to varied situations and experiencing the world and maturing biologically. His view of cogni tive development would have us look inside a child’s head and glimpse the inborn process of change that thinking goes through. â€Å"He was mainly interested in the biological influences on â€Å"how we come to know’† (Huitt and Hummel, 2003). Piaget’s views helps us to have appropriate expectations about children’sRead MorePiaget s Theory Of Cognitive Development1813 Words   |  8 Pages ECH-130 Sociocultural Tables LLlllll Cognitive Development Definition Examples of Application of Concept Strategies to Support and/or Assess Learning Birth to Age 5/Pre-K Piaget Sensorimotor stage: :the first stage Piaget uses to define cognitive development. During this period, infants are busy discovering relationships between their bodies and the environment. Researchers have discovered that infants have relatively well developed sensory abilities An infant who recently learned how to rollRead MorePiaget s Cognitive Theory And Cognitive Development1494 Words   |  6 Pages 1) Examine how Piaget’s cognitive theory can help to explain the child’s behavior. Piaget confirms â€Å"Each cognitive stage represents a fundamentally new psychological reorganization resulting from maturation of new functions and abilities† (as in Greene, 2009, p.144). The case Vignette describes Victors’ stages of development through Piaget’s stages of cognitive development as exhibited behavior that occurred during the sensorimotor, preoperational, as established areas. Victor experienced a normalRead MorePiaget s Theory On Cognitive Development1449 Words   |  6 Pagesstrengths and weaknesses of Piaget’s theory on cognitive development. It will focus on Piaget’s work highlighting positive attributes and how they’re being applied in modern day and also delve on key limitations of the theory. Piaget was a Swiss psychologist who was interested on why children would give similar but wrong answers in an intelligence test (Vidal, 1994). Based on his observations, he concluded that children undergo sequential cognitive d evelopment patterns which occur in defined stagesRead MorePiaget s Theory Of Cognitive Development969 Words   |  4 Pages20th century, the development of psychology is constantly expanding. Erikson and Piaget are two of the ealier well known theorist, both being significant in the field. Their belief s are outlined in Piaget s Cognitive Development Theory and Erikson s Psychosocial Development Theory. These theories, both similar and different, have a certain significance as the stages are outlined.Erikson and Piaget were similar in their careers and made huge progressions in child development and education. WithRead MorePiaget s Theory Of Cognitive Development1111 Words   |  5 PagesPiaget’s theory of cognitive development Piaget’s theory of cognitive development was based around his belief that children will develop their intelligence through a series of stages: Sensorimotor (birth – 2yrs), Preoperational (2-7yrs), Concrete Operational (7-11yrs) and Formal Operational (11+). He believed these stages to be invariant, the same stages taking place in a fixed order, and universal, the same for every child regardless of their background or culture. (McLeod, 2015) Piaget believedRead MorePiaget s Theory Of Cognitive Development Essay1790 Words   |  8 PagesCognitive developmental theories provide a framework for understanding about how children act and perceive the world. However, every theory has both strengths and weaknesses. A certain theory may explain one aspect of cognitive development very well, but poorly address or completely ignore other aspects that are just as important. Two well known theories of cognitive development are Piaget’s stage theory and Vygotsky’s sociocultural theory. As I plan to be a pediatric nurse, these two theories willRead MorePiaget s Theory Of Cognitive Development1325 Words   |  6 PagesJean Piaget developed a systematic study of cognitive development. He conducted a theory that all children are born with a basic mental structure. He felt that their mental structure is genetically inherited and their learning evolved from subsequent learning and knowledge. Piaget’s theory is differ ent from other theories and he was the first to study a child’s learning by using a systematic study of cognitive development. His theory was only concerning the learning of children, their developmentRead MorePiaget s Theory Of Cognitive Development Theory745 Words   |  3 PagesPiaget s Theory of Cognitive Development Numerous papers have been written on Piaget’s Theory of Cognitive Development Theory. Most fall short of helping others understand what exactly Jean Piaget means when it comes to the three basic components to Piaget’s Cognitive Theory. These two articles I have chosen to use in this paper, give the best explanation on his theory. This paper will go into detail on the key concepts of Piaget’s Cognitive Theory and hopefully help others understand in its

The Tragedy and Lessons of Vietnam Free Essays

string(26) " no impact whatever on U\." Robert S. McNamara’s memoir ‘In Retrospect: The Tragedy and Lessons of Vietnam’ offers an explanation of McNamara’s handling of the Vietnam War as Secretary of Defense during the Kennedy and Johnson administrations. McNamara’s goal directed as well as logico-mathematical approach to decision-making must be blamed for the failure of the US to stop North Vietnam from winning the war. We will write a custom essay sample on The Tragedy and Lessons of Vietnam or any similar topic only for you Order Now Bloodshed would have been evaded if merely McNamara had looked at the probable outcome of his decisions on Vietnam. What appears from pages of this book are mechanics of a machine closed in on itself. It digested just the information that suited its version of reality or served its bureaucratic interests. It unnoticed discordant views, reorganized unlikable facts as well as, when proved wrong, simply redoubled its efforts. It was a machine suited to a military colossus whose directors never doubted their premises or their capability to make reality symbolize the exercise of their power. The book is written down in a manner that brings joy particularly to the hearts of the pacifist crowd even while they criticize him, as its confessions appear to justify their opposition to the war. That was Bill Clinton’s self-satisfied response. Thus far the book is extremely superficial in its political analysis — signifying how far in over his head McNamara was in that job from the start. Certainly, it’s high time that someone inquired our country’s inclination of picking big-time industrialists for defense secretary on the theory that it’s just a big management work. Sometimes the job needs a lot more than management talent: deliberate understanding and judgment, which McNamara without a doubt never had. In justice to McNamara, his long silence had an admirable cause. Given the national shock that Vietnam brought, he feared that any apologia would be expedient and inappropriate. This caginess renowned McNamara from egregious former colleagues for instance Clark Clifford, Averell Harriman, as well as Cyrus Vance, who within months of leaving office were attacking the Nixon Administration with peace proposals also demands for concessions to the North Vietnamese. The end of McNamara’s book in brief touches non-Vietnam matters — particularly the 1962 Cuban Missile Crisis and the Harvard conferences he has lately attended, which brought together Soviet, American, as well as Cuban veterans of that crisis. The malice of such conferences is established by the breast-beating wrapping up of McNamara and some further Americans that it was our entire fault: Khrushchev put missiles in Cuba for the reason that he feared we were planning one more Bay of Pigs. Suffering regarding that brush with nuclear tragedy has led to another of McNamara’s recantations his vigorous anti-nuclear activism, proceeding proposals for disarmament and no-first-use of nuclear weapons. He has championed this reason with the same sanctimonious obstinacy with which he once sold us the body counts and wunderkind strategizing in Vietnam, and with which he at present proclaims his confessions of our Vietnam errors. He possibly will never get it right. (Kevin Hillstrom, Laurie Collier Hillstrom, 1998). DEVELOPMENT OF THEME This book â€Å"In Retrospect: The Tragedy and Lessons of Vietnam† is barely likely to assuage that cynicism. Certainly, it will most likely reinforce it. For what it exposes is a leadership class so in thrall to power, so persuaded of its own intellectual superiority, so cut off from, and even disdainful of, the wider society it has been empowered to serve, that it was eager to sacrifice virtually everything to evade the stigma of failure. The usefulness of McNamara’s book is in the description of that trickery and of that failure. Much of the documentation has long been accessible in the Pentagon Papers, which he commissioned soon before leaving office, and which were leaked to the press by Daniel Ellsberg in 1971. However there is something to be erudite in hearing it from such a highly placed participant. Nevertheless, no one else, at such a level of influence–not Johnson, or McGeorge Bundy, or Walt Rostow, or Henry Kissinger or Richard Nixon–ever openly admitted error or accepted blame. McNamara has at least broken the wall of silence. And even though he remains protective and largely uncritical of his colleagues, including the most imperceptive, the picture that appears is not one to motivate confidence. What this account noticeably discloses is that at no time did officials in either the Kennedy or Johnson administrations ever seriously think about anything less than an enduringly divided Vietnam with an anti-communist government in the south. The North Vietnamese, for their part, never measured anything less than a unified nation under their, i. e. communist, control. No one was in any doubt about this. The problem was that the Americans were persuaded that by inflicting unbearable pain they could force Hanoi to desist however they were wrong. It was their country, not ours. In the end it was we who withdrew in the face of unbearable pain. Why did three successive administrations think that Vietnam was so imperative? First, there was the domino theory, which decreed that if Saigon fell to communism, the rest of Southeast Asia would shortly follow. Kennedy himself authorized it. When asked in 1963 by a television interviewer whether he doubted the correspondence, he answered, â€Å"No, I believe it. â€Å" Second, there was confronting of communist-led â€Å"wars of national liberation. † As nuclear weapons had made war too risky between America and Russia, the conflict transferred to the Third World, where a host of impecunious, ex-colonial nations looked up for grabs. Did it matter whether these were communist or anti-communist despotisms? Almost certainly not. Although there was nowhere else the competition could occur, and so there it raged. Vietnam turned into a test case. Third, there was the well-known supposition that Beijing was taking its marching orders from Moscow, and calling the shots in Hanoi. The truth that China and Russia were already disputing publicly and that the Vietnamese had historically viewed the Chinese as their greatest enemy made no impact whatever on U. You read "The Tragedy and Lessons of Vietnam" in category "Papers" S. policymakers. It did not fit into their worldview. Fourth, the world’s greatest military power was not going to confess failure, least of all against what Johnson once mentioned as a â€Å"piddling, piss-ant little country. † It was too mortifying even to contemplate. Beyond all this there was one more reason that neither Kennedy nor Johnson, once the United States so carelessly slid into Vietnam, could easily get out. The Democrats were the party, in accordance with the Republicans, who had â€Å"lost† China to communism. They were definitely not going to offer more fodder for their foes in Vietnam. As Truman had pushed above the thirty-eight parallel in Korea to illustrate that he was tougher on communism than the Republicans, so Kennedy and Johnson felt they dare not lose Saigon to the Reds. This is why the assumption, here thoughtfully echoed by McNamara, that Kennedy would have pulled out of the war had he lived, appears wishful thinking. Kennedy fans, including McNamara, time and again cite the president’s much-quoted September 1963 statement regarding Vietnam that â€Å"in the final analysis, it is their war. There were, certainly, ways out all along, had anyone wanted to follow them. One opened up in the fall of 1963, when Ngo Dinh Nhu, Diem’s influential brother, started secret contacts with Hanoi. Sensing a possibility for a deal akin to the arrangement previously worked out over Laos, French President Charles de Gaulle suggested the amalgamation and neutralization of Vietnam. However the Americans saw this as an intimidation somewhat than an opportunity. Second-level officials in Washington plotted with the Saigon embassy and South Vietnamese army officers to conquer Diem and replace him with a government more resolute to fight the war. Kennedy could not make up his mind whether or not to endorse the coup. It came anyway in November, ending in the assassination of Diem and Nhu. Three weeks later Kennedy himself was murdered. McNamara now articulates that would have been a good moment to leave. However at the time he recommended the newly installed Johnson that impartiality was unthinkable for the reason that â€Å"South Vietnam is both a test of U. S. determination and particularly a test of U. S. capacity to deal with wars of national liberation. † This was our war and the Vietnamese were not going to be permitted to get in the way. At present McNamara confesses that â€Å"we erred seriously in not even exploring the neutralization option. † Although at the time there was no way officials would have discovered it, given their view of the stakes at issue. This was a war they were resolute to win, even against their reputed South Vietnamese allies. So far McNamara cannot bring himself to accept the noticeable insinuations of what he is so undoubtedly saying. He wants to convince us, and conceivably himself, that it is all a problem of management. In other words, he is still the bureaucratic organizer who thinks that all troubles can be reduced to flow charts and statistics McNamara informs us that as early as the fall of 1965 he had doubts regarding the value of the bombing in breaking Hanoi’s will or reducing the flow of supplies into the south. Sporadically he espoused bombing pauses with the argument that this might influence Hanoi to negotiate. This was a wan expectation, as he was never ready to negotiate what Hanoi sought: a withdrawal of the United States from South Vietnam and communist representation in Saigon. By the fall of 1967 he had lost his value: the Joint Chiefs and the hawks in Congress were infuriated by his antagonism to sending more troops and extending the bombing, whilst Johnson considered him undependable and feared that he might join Robert Kennedy’s camp. He was pushed out the door with a golden handshake as well as the presidency of the World Bank. However it was all done in a spirit of good fellowship and mutual congratulation, together with an overenthusiastic letter of appreciation he wrote to Johnson that he here reproduces. â€Å"I do not know to this day whether I quit or I was fired,† he says of his departure. This was consistent with his not knowing whether he measured the war to be wrong or just badly organized. Certainly he left silently. Almost all of them do. If he felt the war was so â€Å"awfully wrong,† why did he not leave in protest and take his case to the public? 20,000 Americans died in Vietnam on his watch, and almost another 40,000 died, along with millions of Vietnamese, after his departure. Did he be in debt something to them? Not it seems that as much as he owed to Johnson, and most probably to Nixon too. It â€Å"would have been a violation of my responsibility to the president and my oath to uphold the Constitution† to have publicly protested the war, he explains. Whereas the Constitution says not anything regarding muzzling public officials after they leave office, it is right that complainers are hardly ever asked to come back and play one more day. Would it have made a difference if McNamara had openly turned against the war? One cannot be certain. It might or might not have ended the war sooner. However it would have justified those who protested against or refused to battle in a war they considered morally wrong, and it might have saved the lives of some of those who went to Vietnam for the reason that they thought that their country wanted to send them there for fine reason. Regardless, the assurance of making a difference is not the issue. We often cannot be certain of the outcome of our actions when we undertake them. We either do something since we think it is right, or we decide not to do it. McNamara privileged what he supposed to be his duty to Johnson above what many others, but in fact not he, would consider his responsibility to his country. He can live with that, although he must not expect our appreciation. We can be glad that McNamara wrote this book without admiring the man or sanctioning his elusions. He had an opportunity to redeem himself for a war he felt to be wrong. However those opportunities came almost 30 ago, and at present it barely matters. What is constructive regarding this elusive book is the terrible picture it represents of men caught in the prison of their own narrow suppositions and of their bureaucratic roles. These were men who knew that their strategies were not working, that their actions were driving ever-deeper divisions within the country that they were losing the admiration of several of those whose opinions they most appreciated. And thus far they persevered. Or else they shuffled out without a sound, like McNamara, and found other ways of trying to change the world and of trying to redeem themselves. McNamara was not unaware to what was happening. In his memo to Johnson of May 1967 quarrelling against a planned major intensification in the war, he wrote: There may be a boundary beyond which several Americans and much of the world will not allow the United States to go. The picture of the world’s utmost superpower killing or critically injuring thousands noncombatants a week, whilst trying to pound a tiny backward nation into submission on a subject whose merits are fiercely disputed, is not a pretty one. He was sensitive at least to the bad public relations of the killing, and he acknowledged that the supposed merits of the war were â€Å"hotly disputed. † Nevertheless within the hothouse where Johnson and his advisers met to orchestrate the war, it was merely methods, never eventual aims that were questioned. There was fighting in the streets and good manners in the war room. McNamara’s book presents a sense of how divorced the two realms were from one another. The planners were locked into the academic concepts of â€Å"credibility† and the mechanics of graduated intensification. Although he had doubts regarding the effectiveness of the methods, he never questioned the assumptions. In his defense McNamara makes the amazing complaint that, because of the McCarthy hysteria of the early 1950s, â€Å"our government lacked experts for us to consult to recompense for our unawareness† of Southeast Asia. True, numerous Asian experts had been driven from the government for envisaging that Chiang Kai-shek was doomed. However they had not moved to Mars. There were telephones then. They were keen to talk to anyone who would listen. Hence were other considerate and outspoken critics of the war: scholars for instance John Fairbanks and Hans Morgenthau, columnists for example Walter Lippmann, former diplomats for instance George Kennan. In 1966 Senator Fulbright, smarting at having been snookered by Johnson over the Gulf of Tonkin, sponsored weeks of hearings in the Senate Foreign Relations Committee, offering a forum for a broad range of experts to inspect the premises and outcomes of American policy. Nowhere in his book does McNamara make reference to these hearings, and hardly at all to outside critics. The delirious arguments over Vietnam all the way through the country appear never to have infiltrated the glass bubble of the war room. EVALUATION OF THEME McNamara stayed silent regarding Vietnam, repudiating all interviews until 1994, when he wrote his memoirs. The book–In Retrospect: The Tragedy and Lessons of Vietnam–ignited a firestorm of argument upon its release and turned into a national bestseller. Even though McNamara confessed in the book that he had been wrong on the subject of Vietnam, that the United States should never have become involved there, his belated confession did little to endear him to the American people. The book elevated the ire of veterans’ groups, who blamed McNamara of trying to profit from a war that, in their minds, he had started and that had caused so much anguish. Too much blood was on his hands, they said, for him to try to make money off the war. McNamara’s assertion, in his memoir In Retrospect: The Tragedy and Lessons of Vietnam, of having been â€Å"terribly wrong† regarding rising the war revive an old query often on the minds of young people at present: Would the U. S. have lost the war in Vietnam had Kennedy lived? The easiest answer is: We cannot know; history happens merely one way. The more intricate answer is: most likely not. We must not forget the significance of the Cold War and containment. Just as Kissinger’s predictions that the United States would split itself apart over Vietnam did not come to pass, the cause behind American involvement in the war turned out to have been intensely flawed. The position of the United States in the world was not so shaky and that of the Soviet Union and other revolutionary movements not so prevailing that an earlier communist victory in Vietnam would have altered the effect of the Cold War. We are familiar with this now, and many people came to doubt the significance of U. S. involvement in Vietnam as the war went on. Thus far given the depth of leaders’ commitment to the principles of suppression, it is hard to think that the United States would not have contributed the way it did in Vietnam, at least until 1968. (Kevin Hillstrom, Laurie Collier Hillstrom, 1998). Without a doubt the enthusiasm with which people long for a hero to have lived and saved them from the tragedy of Vietnam makes known how poignant a wound the war left. When McNamara spoke at Harvard University in the spring of 1995, observers noted how Vietnam appeared to have taken place merely yesterday for the people in the audience over forty. Their feelings were raw. For many, McNamara was a figure out of the past. Ernest May, one of the country’s leading diplomatic historians, gave the most dispassionate elucidation of why he thought McNamara was wrong to have asserted that Kennedy would not have become as intensely involved as Johnson. McNamara appeared to have forgotten the influential spell of the Cold War. It was as if, May noticed, a Crusader wrote his memoirs without mentioning Christianity. However McNamara maintained his usually cool reserve all through the entire controversy. Reference: Kevin Hillstrom, Laurie Collier Hillstrom (1998). The Vietnam Experience: A Concise Encyclopedia of American Literature, Songs, and Films; Greenwood Press How to cite The Tragedy and Lessons of Vietnam, Papers

Business Entrepreneur Women Business Entrepreneur - Free Solution

Question: Discuss about the Business Entrepreneur for Women Business Entrepreneur. Answer: Entrepreneur has evolved from a French term entreprendre which means to undertake (Kuratko, 2008).Today business entrepreneur are consider to be one who takes risk and creates, organizes and manages the business. Entrepreneurs are business leaders, innovators, developers. They are imbibed with qualities like passion, self discipline and competitive spirit. (Zimmerman, 2008), Business entrepreneurs generally do those things which are not done in normal course by challenging their own strength. Katie page is 59 years Australian born renowned women business entrepreneur. Her net worth is Net Worth $50.8 Million (Katie Page Net Worth, 2016). She is the CEO of Harvey Norman an international retail store. She is named as the fourth most powerful women by The Australian Business Review's list of the "50 most powerful women in business". (Korporal, 2015). She was born in year 1956 .she grew up with her other three sisters in Mareeba, Queensland, Australia. Her father was a banker. She grew up in a middle class family. She did her high education from Brisbane high school and started working in Sydney at an age of 21. She had all the qualities of a strong business entrepreneur (Kay Lesley Harvey Page, 2016). Before joining Harvey Norman she worked as a surveyor for a short period. She joined Harvey Norman in the year 1983 as an assistant. She was responsible then to carry out ad campaigns, sales and marketing strategies. She married Gerry Harvey in the year 1988 .They have two kids . Gerry Harvey is the chairman of Harvey Norman with a net worth of $1.75 billion (The World Billionaires, 2016). Both are working together since 1987 when the company first listed on the Australian exchange. Page became the CEO in year 1999 and currently she is the longest serving CEO in Australia. She has also served as director of Rebel Sport Limited and is a director of Pertama holding limited (page, 2016). She is responsible for revolutionizing the retail market in Australia through her company Harvey Norman. She together with her husband is providing platform to the young entrepreneurs to sell their goods. Harvey Norman is dealing in electronics, furniture and consumer electronic goods. (Bartlett, 2012) Harvey Norman is Australian based retailer which deals in, bedding, computers, furniture communications and consumer electronic products. It is operating in more than seven countries in retail sector and has an overall turnover of $ 2.6 billion. It has a franchise operation with over $ 4.8 billion a year. Harvey Norman was found in Australia by Harvey and Ian Norman in year 1961. They opened an electronic appliance store. Since then Harvey Norman is creating history. Page joined Harvey Norman in 1983. She became the CEO in the year 1999 since then she is proving to be the biggest asset to the company. It is under her guidance the company showed tremendous market growth. Her vision of expanding the market operations to other nations made Harvey Norman a renowned name everywhere. It was her entrepreneurial skills which made Harvey Norman a household name. They have their stores in Australia, New Zealand, Malaysia Slovenia, Ireland and Singapore. It has a good market standing in all ove r Australia and serves the needs of new business enthusiast (Company Profile .2016). Harvey Norman is providing a good platform to retailers to sell their goods. Retailers from all over Australia can apply at Harvey Norman. It is providing franchise to small retailers in Australia to sell their goods .As a franchisor Norman grants franchises to independentbusiness operators. Those who want to deal in products like Electrical, Computers Communications,Small Appliances, Furniture, Bedding ,Home Renovations , Lighting and Carpet Flooring can apply for franchising (Company Profile .2016).. Harvey Norman expanded its operations in New Zealand in 1996, in Singapore in 2000, Malaysia, Ireland and Slovenia in 2003. Currently it is operating in seven countries and has a future plan to expand (Korporal, 2015).It started its online operations in 2001 since than they are growing at a steady rate. Harvey Norman annual revenue of 4.9 billion in the year ended June 2015 and a net worth of $ 165 million". (Asias power Businesswoman, 2015). Page with Gerry Harvey is taking their business to other horizon. They believe in creating business opportunity in Australia. Ever since its incorporation the company is doing wonder in Australian Market. The company has shown tremendous growth in these years (Cook, 2015). It is ruling the retail market in almost all consumer electronics segment. Gerry Harvey with his wife is an inspiration for the youth of the country. Gerry Harvey supports the interest of budding business enthusiast. It is due to his business mind and Page vision the company has touched zenith. The main reason behind their success is the love for business. Harvey Norman is built due to excessive advertising; good values and an exceptional business tactics which are carried forward by Katie Page (Humphrey, 2010).Page acknowledge her company to be different from other Australian companies. Where other companies fail to carry their operations locally Harvey Norman is setti ng a very high bench mark in international market. Katie Page has a strong passion for designing houses. She loves making investment in real estate. This adds on another feather to her hat (Korporal, 2015). Page believes in supporting young entrepreneurs who wants to make a difference to society. Katie Page considers retail sector has a lot of scope in future and urges to make a good investment (Korporal, 2015). Katie Page net worth is $50.8 millionAustralian dollars according to the BRW 2011 Rich List. She is the richest female executive in Australia (Katie Page Net Worth, 2016).Katie Page is an example for the rest of the Australian working women. She supports women cause and pioneer women development by supporting through her various organizations. Apart from above mentioned facts Katie page has a set of leadership skills which distinguishes her from rest of the people. Katie Page believes in accepting roles which would add meaningful contribution to her passion (Kidman and Feher , 2016). Katie page is an active supporter of various sports. Page with her husband co-own Magic Millions auction house of horses , which auctions horses .People from all over the world comes up to buy race horses(Margan,2016). She was the first women to be elected as the president of National Rugby League. She supports women participation in sports activities which would eventually help in their betterment. Page has initiated the cause of women sportsmanship. She asks other entrepreneur to help those sports activities which need any monetary help. She considers women to be the future of the country .It is very much essential to promote their interest. In 2004 she becomes the first woman president of National Rugby League and has sponsored women league in 2005(Bruce, 2012).She has sponsored NRL series for 15 years. Her company sponsored the National Rugby League'sState of Origin seriesfor almost 5 years. They still sponsors the Women in League round andIndigenous All Starsmatch. (John, 2015). She is an active supporter of Racing Women Incentive Bonus. She is an active ambassador of Zara Philips which is an active Racing Women Initiative (Zoe, 2014). Page not only support the above mentioned causes but owns Muslim Australian Football League, 2011. She promotes female interest in every kind of sports. Page, herself is an enthusiastic badminton player. She considers sports as an essential activity for mental and physical growth (Bruce, 2012). Apart from Harvey Norman Katie page has diversified their investment in various others field. She has made a good investment in Australia .Currently she is making investment in New South Wales and Queenslands. It was due to her love for designing she is making an investment project in Queensland by creating boutique bungalow. The Bungalows are designed under her supervision (Emily, 2015).All the projects are marked excellent on quality standards. These projects are marked one of the best investment projects in Australia (Speghen, 2016) Harvey Norman is considering being a revolution due to bold aspiration of Page and Gerry. Apart from consumer electronic goods it has several other holding companies. At present it is working only in seven countries but it can be seen the company is doing remarkably well in the countries of operation. Instead of diversifying in different sector the company should concentrate on working at their core strength. There dream was to set an exemplary difference in history of world. Page and Gerry are causing a tremendous growth in the sector of retail industry. They are creating huge employment opportunity in Australia for small retailers. There core strength and strategies are marked one of the best. Katie page has passed all the exemplary criteria and running the most successful business enterprise with her dedication (Kidman and Feher, 2016) Katie page is sometimes ignored and all credit goes in the hands of Gerry Harvey. But it is only due to her effort the company has shown an exemplary growth. Her vision took her dreams to other level. Today Harvey Norman is a renowned business retailer. It is providing a platform to young blood to showcase their dream of retail business. Page and Gerry are considered to be the most successful business couple. They both have earned recognition due to a dynamic and practical approach (page, 2016). Page seems to be the most idealist business women .Its only due to her ambition and passion which made her a familiar name in Australia. Her approach towards seeing positive things in almost every business opportunity has bought fame. References Asias power Businesswoman 2015. [Online]. Available at https://www.forbes.com/pictures/fdgk45hmgg/katie-page-58-australia/[Accessed on: September 5, 2016] Barlett, J.2012.Katie Page - The New Face of Retail . [ONLINE]. Available at https://www.womeninfocus.com.au/t5/Community-Stories/Katie-Page-The-New-Face-of-Retail/ba-p/1985 [Accessed on: September 5, 2016] Bruce, Mike.2012.Passions on Field. The Sunday mail. [ONLINE]. Available at: https://www.couriermail.com.au/ipad/katie-pages-passions-of-the-field/story-fn6ck8la-1226238846398 [Accessed on: September 5, 2016] Company Profile .2016.https://www.harveynormanholdings.com.au/companyprofile.htm [Accessed on: September 5, 2016] Cook, C.2015. Norman co-founder Gerry Harvey is seeing the green shoots of the Australian economy [ONLINE]. Available at: https://www.adelaidenow.com.au/business/sa-business-journal/harvey-norman-co-founder-is-seeing-the-green-shoots-of-the-australian-economy/story-e6fredel-1226598368721 Harvey. [Accessed on: September 5, 2016] Humphrey, N.2010. The Penguin Small Business Guide: The Complete Reference Handbook For Sm.UK: Penguin Katie Page Net Worth.2016. [Online]. Available at: https://www.therichest.com/celebnetworth/celebrity-business/women/katie-page-net-worth/ Accessed on: September 5, 2016] Kay Lesley Harvey Page.2016. [Online]. Available at: https://www.bloomberg.com/research/stocks/people/person.asp?personId=8084256privcapId=6478902 Accessed on: September 5, 2016] Kidman, M. and Feher, A.2016. Master CEOs: Insights from Australia's Leading CEOs. US: John Wiley Sons Kirby, J.2011. Gerry Harvey: Business Secrets of Harvey Norman's Retailing Mastermind. Wiley Korporaal, G.2015 50 most powerful women in business: 4. Katie Page [ONLINE]. Available at https://www.theaustralian.com.au/business/the-deal-magazine/50-most-powerful-women-in- Available at business-4-katie-page/news-story/286278802b1e16c3b2a71a0b260513d1[Accessed on: September 5, 2016] Kuratko, D.2008. Entrepreneurship: Theory, Process, and Practice. US: Cengage Learning, Margan,M.2016 .Magic Millions owner and Harvey Norman CEO Katie Page slashes the price of her stunning coastal home by almost $2 MILLION - but it will still set you back $3.35 million. Available at:https://www.dailymail.co.uk/news/article-3624850/Gerry-Harvey-s-wife-Katie-Page-slashes-price-Kingscliff-home-half-order-sell-quickly.html#ixzz4JMz0IkAq. [Accessed on: September 5, 2016] Sbeghen, H.2016.Magic Millions co-owner Katie Page cuts ties with Kingscliff investment property. Available at: https://www.goldcoastbulletin.com.au/news/gold-coast/magic-millions-coowner-katie-page-cuts-ties-with-kingscliff-investment-property/news-story/02a08b536ff5035c1ccc590fe707d908 Accessed on: September 5, 2016] The World Billionaires .Available at: https://www.forbes.com/profile/gerry-harvey/[Accessed on: September 5, 2016] Zimmerman, J.2008. Refining the Definition of Entrepreneurship.US: Pepperdine University. Education

Customer Analysis on Equine Industry and Products free essay sample

Due to the range of disciplines and activities covered by this market, targeting just one group could lead to increased sales through word of mouth promotion or competition between sports. Creating a marketing strategy with respect to the product, price, place and promotion (McCarthy, 1960) should maximise sales, brand position and loyalty as well as encouraging repeat sales. It is important to highlight the quality and benefits of the product, as customers will feel more relaxed about a purchasing decision if the risk is reduced (Kalish, 1985: 1569). 2. Rationale for a new product The product idea is a trolley with multi-surface wheels used to transport saddles, bridles and tack such as bandages or boots. It is a modification of an existing trolley in circulation which only carries three saddles (Robinsons, 2009b). By attaching bridle hooks and a small basket it creates a more productive design as more equipment can be carried in one journey. The product fulfils a need for all horse owners and those involved in the tacking up process. It allows saddlery and tack to be easily and safely transported and stored. It eliminates health and safety issues of carrying heavy equipment and the risk of damage to equipment through dropping, falling or improper storage. Equipment can remain clean and dry as it elevated, not left on a damp yard or dirty stable floor. 3. 0 Target market The aim is to launch the product into the equine industry, an extremely large and varied market, its contribution to the wider economy is often ignored (Graham-Suggett, 1999: 31), therefore it is underappreciated and the launch of a new product could prove very profitable. As the industry is so fragmented and dispersed, there is a huge variety horse owners to target all connected by overlapping organisations and governing bodies (Graham-Suggett, 1999: 33). The trolley will be aimed at the average horse owner, of which there are an estimate 1. 3 million in the UK (BETA, 2006: 15), but has the potential to be altered slightly to then be offered to professional riders, riding schools or the racing industry in the future. It is estimated that there are 2,000 livery yards/riding schools, 2,000 breeders and 750 trainers of race horses (BETA, 2006: 15). 3 % of the population of the UK have some interest in the industry, with 11% directly involved either through the sports themselves or as spectators (Defra, 2004: 13). With around ? 4 billion total horse related expenditure in the UK each year, the equine industry is growing both in leisure and competition (BETA, 2006: 19). Similarly, ? 140 ? 170 million was spent on saddlery and tack in 1999 (BETA, 1999: 21) a figure that is only likely to rise with changing fashions and increased interest in the sport. Similarly, the Henley Report (Defra, 2004) outlines key strategies to promote the equine industry both in the UK and international. Therefore, the industry is only likely to develop and grow in the future. A strong market position will be held as there is a greater understanding of the customer’s needs as well as competing with a smaller number of rival brands. It would be uneconomical to launch the product in an undifferentiated market, as it has such as selective appeal (Armstrong Kotler, 2009: 209 210). 4. 0 Rationale for brand position Branding is the way in which businesses add value and individuality in the market place. It allows customers to differentiate between various products on offer (Baines et al, 2008: 374). The trolley would be marketed as more of a niche product, taking a large share of a small part of the market (Blythe, 2005: 86), however relatively value for money, therefore enabling competition on grounds other than price, such as quality and durability of the trolley (Hooley et al, 2004). This is in order to attract a wider cross section of the market. In terms of competition, there is only one similar product in the UK produced by Stubbs Equestrian, costing ? 41. 40 through online sales or Robinsons catalogue (Robinsons, 2009b). The trolley should be branded in a way that will distinguish it as better quality and value including: the physical characteristics of the trolley, it must use superior materials with a more attractive design, the packaging should be eye catching and if it is made recyclable it will give the company a socioeconomically advantage, as a â€Å"green company† (Baines et al, 2008: 383). The brand name should be easy to remember, advertising the product through word of mouth. By registering a trademark, the trolley is protected and greater value added to the company (Hooley et al, 2004). . 0 Marketing mix A mixture of elements used to pursue a particular market response, the aim of the marketing campaign is to maximise sales at as low a cost possible, in McCarthy’s (1960) analysis of the marketing mix cited in (Waterschoot Van de Belte, 1992:84), he describes the 4P’s method these are: 5. 1 Product In order to sustain growth of the brand, Ansoffs (1957:114) matrix can be used as a guide for opportunities, threats and resource requirements (see figure 2). It provides strategic direction for the marketing strategy as the arket penetration section aims to promote high sales volumes in a current market (Brassington Pettitt, 2006:955-957). In respect to the trolley, this means high sales to existing Countrywide customers or members of the equine industry. This can be achieved by demonstrating to customers that the product satisfy their needs and expectations (Blythe, 2005: 141). The customer must perceive the trolley as solving a problem and it’s superiority to other products on the market (Zeithaml, 1988: 4) by using in store promotions such as: demonstration, flyers and leaflets, poster campaigns or competition give away (Jefkins, 1994: 124-126). An alternative strategy would be market development, selling more of the existing product to new markets (Ansoff, 1957:116). After selling to horse owners, other equestrian enthusiasts can be targeted such as: equestrian professionals, riding schools, stud farms and racing yards. In terms of product development, the trolley is a new product being introduced into an existing market (Ansoff, 1957:116) and so purchasing the product entails a lot of risk for the consumer. The higher the service provided, the more valued the product is by the customer (Birgelen et al. 2002: 46-47) and by offering a warranty or after sale service, customers will feel more confident about investing in the product as risk is reduced. Finally, diversification, introduction of a new product to a new market (Ansoff, 1957: 116) the trolley could move away from the equine industry entirely and be marketed to other sectors such as leisure, home or garden. 5. 2 Price Pricing of a new product is crucial for diffusio n into the market, therefore the optimal price must be found in order to maximise sales. As diffusion increase, the market decreases, therefore sales may benefit by dropping the price of the trolley later in the products life. Krishnan et al. (1999: 1656) found that a monotonically declining price policy is most successful in areas of price sensitivity, as there is a level of risk associated with any new product, this seems like the best marketing strategy for the trolley. Therefore, using Rogers (1995) curve of innovation (see figure 3), early adaptors such as equine professionals such as event riders can be targeted with a premium price, as demand falls, the price can be â€Å"skimmed† to encourage the laggards, maximising sales. However, dropping the price could be ineffective, particularly with the uncertainty of the future. A price drop would depend largely on the size of the future market and so the number of customers that would benefit from a price drop (Krishnan et al,. 1999: 1656). Figure 3: Categories of innovation (Roger, 1995) cited by (Baine et al, 2008: 94) Consumers use price as a method of judging a products quality and advantage, there is a positive correlation between price and perceived product quality (Zeithaml, 1988: 10). High quality products have higher profit margins, and so the price of the product must also be high, due to price elasticity (Carpenter, 1987: 212). Similarly, higher priced products are less vulnerable to price cuts from competition or price increase from suppliers (Kamakura, W. Russell, J. 1993: 10). However, a lower priced product would help consumers to become aware of the product as it represents value for money (Yoo, et al. , 2000: 199). 5. 3 Place In store Physical surroundings can play an important role in consumer behaviour as it impacts their perceptions of the store. (Bitner, 1992: 59-60). The store and its staff should provide a welcoming environment to encourage customer loyalty, repeat purchase of the product, and to promote sales through word of mouth. Promotional material could be displayed, drawing attention to trolley as well as positioning it amongst the equine merchandise to maximise sale potential. By placing the product in a widely known country store, it is available where the target customer finds shopping most convenient (Blythe, 2005: 141). Online sales Technological and cultural changes have lead to a huge consumer base using the internet to seek pre-purchase information or online shopping (Alba et al,. 997: 38). Online sales are extremely interactive and can be undertaken anywhere as well as eliminating any physical constraints such as shelf space or product display, due to the nature of consumerism, the consumer could be manipulated with â€Å"interactive decision aids† (Haubl Trifts, 2000: 5) such as search engines, and attracted to the produ ct even when their intention was to purchase something completely different. The online service allows the product to be delivered straight to the customer’s door making it convenient. 5. 4 Promotion All new products are categorised by two stages: awareness and adoption. Awareness can only be achieved by advertising or word of mouth and adoption is conditional of product awareness. Consumers will be willing to pay more for a product if the information received from early adaptors reduces uncertainty (Kalish, 1985: 1569). Advertising can reach a mass audience at a low cost per exposure. It has become part of everyday life and consumers view advertised brands as more legitimate (Armstrong Kotler, 2009:387). However, advertising is expensive and impersonal in comparison to a salesperson. As advertising has become second nature, a lot of people tune it out, not taking in any of the information. It would be more beneficial to target equestrian magazines such as Horse and Hound or British Dressage as they have a higher geographic and demographic selection (Armstong Kotler, 2009 :400), just the equestrian market can be targeted. It will also be displayed amongst other reputable equestrian products, having a positive effect on the reputation. Throughout the year there are a huge number of equestrian events, from open British Dressage and Show Jumping events, open to the average horse rider, to international events such as Badminton or The Horse Of The Year Show attend by professionals and enthusiastic spectators. Demonstrations and trade stands could target the market all in one place, it is flexible with high repeat exposure as customers walk by (Armstrong Kotler, 2009 :400) particularly when a high volume and variety of consumers will attend the events. In store promotion such as leaflets, poster campaigns, demonstrations and displays can be used to attracted consumers attention, promoting sales (Jefkins, 1994: 124-126). 6. 0 Conclusion Equestrian and outdoor stores provide the perfect marketing environment for the trolley as they are everywhere, appealing to the country and leisure market. The product itself appeals to all members of the equestrian community as it is not discipline specific, nor does it age or gender discriminate. It solves a problem suffered by both amateur riders and professionals alike. A promotional campaign through the media and outdoor sales as well as the internet and company website will encourage mass sales of the trolley because of its quality and unique design. By targeting a niche market such as equine, a gap in the market is being for filled as the market itself is often underestimated.