Sample Thesis For A Compare And Contrast Essay

Sample Thesis For A Compare And Contrast EssayIf you are looking for a sample thesis for a compare and contrast essay, you have several choices to select from. It would be ideal if you can find a resource that has a range of sample papers.Sometimes you will have the option to choose a thesis for a compare and contrast essay depending on the subject you are writing about. The choice of subject may also have an impact on how you prepare your thesis. If you want to share some facts or you are looking for a thesis to address some issues about a specific group of people, you can choose the thesis that is appropriate for your topic.For example, if you are writing about how a department in a university is being criticized for spending too much money, you could write a thesis for a compare and contrast essay about the benefits of using cost control. If you are writing about the benefits of choosing the best business organization to do a project with, you may need to write a thesis to help yo u determine what kind of organization is best. All these examples are just a few ideas.When you are writing a thesis for a compare and contrast essay, you may need to look at all the different departments in a school. Every department is similar in some way. In some cases, there are different departments within the same department. For example, if you have a field of study, there may be differences among the fields.The thesis for a compare and contrast essay can be written in many ways. You may need to write it according to a template or one that you have been provided with. If you are considering using a template, make sure that you pick a template that is easy to understand. You may need to adapt the template if you have several types of topics or if you need to do more than one thesis for a compare and contrast essay.The template that you will use may be one that you are given by the college professors. You may be able to get the template by asking them. Alternatively, you can tr y typing the word 'sample' in Google or typing 'template' in MS Word to find the samples that you will use in your thesis.When writing your comparison essay, it may help if you learn to use several different types of reference materials. You may need to find different sources, such as research papers, newspaper articles, etc. In this way, you will be able to give a variety of viewpoints. Writing a thesis for a compare and contrast essay is no easy task.

An Overview of the Designer Clothing Market in the UK Fashion Retail industry

Introduction The United Kingdom has for a long time been regarded as the origin of some of the most innovative and creative fashion designers in the world. The UK fashion labels have had a very big economic impact in the country. Despite being the home to many top fashion designers in the world and the largest fashion houses, the United Kingdom has been unable to retain most of them.Advertising We will write a custom dissertation sample on An Overview of the Designer Clothing Market in the UK Fashion Retail industry specifically for you for only $16.05 $11/page Learn More The UK retail fashion industry is regarded as one of the most fragmented and competitive markets in the world. The industry has been prosperous for a very long time drawing in a lot of revenue. However, the industry is currently facing a very difficult times in its history. Reduction in consumer spending due to the rise in living costs and inflation has resulted in a decrease in sales a nd investment in designer clothing. Increase in counterfeit products in the market has also pulled people from the retail fashion industry further reducing sales and dooming some companies to bankruptcy. Opportunities for success however still exist for companies that are innovative and flexible enough to maintain competitive advantage through improving value to their products. Fashion Retail Industry The fashion retail industry generally began in the 19th century. Most of the clothes before the 19th century were handmade. The invention of the sewing machine in the early 20th century and the construction of factories led to the mass production of clothing (Cumming 2004). During this time, most of the clothing was made in standard sizes and their cost was fixed. The fashion industry first started in England after which it slowly spread to the rest of the world. â€Å"In the UK and in the United States, the fashion industry has been one of the largest employers† (Jardine 1999). Changes in mode of production and the need for cheaper raw materials and labour have seen industries moving overseas to countries in the third world and China. Fashion can be described as the popular style or a style that differentiates the current period from the past. In the clothing industry, fashion describes an ultra-modern piece of clothing that describes the period in which people are living in (Law 2004).Advertising Looking for dissertation on art and design? Let's see if we can help you! Get your first paper with 15% OFF Learn More In modern time, Fashion not only describes clothing but also other accessories such as footwear, jewelry and bags among others. Fashion exists in three main categories which may further be split into other categories. The main categories are: Haute Couture, ready to wear and mass market (Jones 2005). Haute couture Haute Couture describes custom-fitted piece of clothing that is exclusively made for a single person. These types of cl othing are usually created from very expensive, high quality fabrics and sewn together with intense consideration to detail (Jones, 2005). This time consuming work is usually carried out with experienced seamstresses and is done by hand. In France, the term is protected by law and can only be used by fashion companies that meet a given set of criteria. However in other parts of the world, the term describes expensive and exclusive custom-fitted clothing. Ready to Wear This are clothing that can be described as a cross between mass-market cloths and Haute Couture. They are clothing made in factories and sold in standard size but tailored to a person’s frame (Law 2004). They are usually created from a single design, made with factory machinery and in standard patterns using quicker production techniques. Ready to design clothing are usually more informal and practical than haute couture and can be worn by the average citizen. In some cases, ready to wear clothing are produced i n limited numbers to create a sense of style. Ready to wear can either exist as bespoke or made to measure. In high-end fashion, this type of garments are usually crafted after a famous dress or design that is then copied and advertised using fashion shows to raise the consumer perception of the designer. High-end set to wear clothing are frequently produced by fashion abodes who present their collected works during the fashion week. Mass market These types of clothes are produced to cater for the general population. They are created from a single pattern, mass produced in factories and released in the market.Advertising We will write a custom dissertation sample on An Overview of the Designer Clothing Market in the UK Fashion Retail industry specifically for you for only $16.05 $11/page Learn More In recent times, mass market products may be copies of ready-to-wear garments, produced under the factory system with materials that are not as expensive and have lower quality that both ready to wear and Haute Couture. Mass market products are released in a number of standard sizes in order to cater for as many people as possible (Law 2004). Designer Clothing Brands Designer clothing is used to describe clothing that has the logo of a distinguished fashion designer (Jones Robb 1997). In the fashion industry, designer clothing is used to describe highly creative clothing made for the high-end market by various distinguished fashion houses. In some cases, designer clothing may not be creations of the fashion designer but rather a work by a manufacturer who has struck a deal with the fashion house (Katics Peterson 1994). The degree to which these designer clothes resemble the designer’s creation may vary according to the agreement between the designer and the manufacturer. Designer clothing is those clothing made by either: a European couturier such as Chanel; a European luxury goods house such as Gucci; or a sportswear label suc h as Calvin Klein (Levitt 1993). In the United Kingdom top designer brands include: Burberry, Christian Dior, Hermes, and Fred Perry among others. Fashion designing on the other hand can be defined as the art of crafting fashionable clothing (Key Note 1998). In recent time however, fashion not only describes clothing but other accessories such as foot ware, jewelry and bags. Fashion designing has evolved not only to becoming an acceptable career choice but also a course to be studied in school. Designers are usually required to The UK fashion Retail Industry Unlike the normal clothing industry, the design industry deals with high end products that are often marketed through the use of fashion shows. In the designer clothing industry, the top designers and fashion houses act as trend setters for the global fashion industry. The trends set by companies such as Christian Dior, Armani, Louis Vuitton etc. not only strengthen the global fashion industry but also add value to various consu mer clothing products that try to draw content and inspiration from the designer sector.Advertising Looking for dissertation on art and design? Let's see if we can help you! Get your first paper with 15% OFF Learn More The UK fashion retail industry is the third largest in Europe worth over thirty billion pounds. The United Kingdom fashion retail industry has over 35 million consumers all of whom spend over 6% of their income on clothing (Sharp 2009). Unlike most of the other parts in the world, Britons are very fashion conscious and thus the clothing turnover volume is quite high in the UK. According to Jones (2005), there are various aspects involved when examining the retail fashion industry: Size and the growth rate of the industry. Structure of the industry Consumer decision making process Rate of change in product demand The fashion cycle Direction in which new styles enter the industry Market Size The UK fashion retail industry can be said to have began in the beginning of the 20th century. Growth during this time was small, as between 1906 to 1938, only a 38% growth was realized (Jones 2005). During the World War II period, rationing was instituted in the country and the fashion industry experienced a dramatic decrease in size. After the war, the fashion retail industry slowly regained its size. The period between 1975 and 1990 saw an increase of over 70% in the retail clothing market (Law 2004). Due to increase in wealth and reliance on fashion, the current fashion retail industry is far mush above that in the 90s. Changes in the UK fashion retail industry has however been growing very slowly since 2004 due to poor economic conditions brought about by the global recession. The table below summarizes the spending habits of UK consumers during different years in recent history: 1964 1984 1994 2004 % % %  £ millions % Food and Drink 17.1 12.3 10.7 63,873 9.4 Alcohol and Tobacco 11.3 7.2 5.0 26.312 3.9 Clothing and Footwear 3.8 4.2 4.8 47,236 6.9 Clothing only 3.0 3.4 4.0 41,208 6.0 Housing 25.9 24.2 21.0 118,160 17.3 Household goods and services 5.3 4.9 5.5 40,503 5.0 Health 2.1 2.1 2.0 11,356 1.7 Transport 11.5 15.3 14.7 97,422 14.3 Commun ication 0.5 1.0 1.4 15,985 2.3 Recreation and Culture 4.3 6.8 8.9 90,603 13.3 Education 1.4 1.4 1.6 9,565 1.4 Restaurants and Hotels 14.0 13.6 12.7 78,280 11.5 Miscellaneous services 9.3 10.3 13.1 81,898 12.0 Total domestic expenditure 100 100 100 681,193 100 Source: Jones (2005) The changes in consumer spending especially in the fashion industry may be due to the change of products, social change or a change in the demographics. The large increase in consumer expenditure in the fashion industry over the years can be clarified by reference to increase in real income and consumption. The UK fashion industry is thus likely to continue being attractive to both foreign and domestic fashion house and other fashion suppliers. In the UK market, women’s clothing account for over 56% of the total fashion industry. A research by Mintel (2000) most of the men in the UK are not really concerned about their appearance. The report also noted that only about 2% of UK men buy th e latest clothing and accessories and that only 7% of men are shopaholics compared to 20% of women. Consumer Decision Making Process Consumer decision making in fashion retailing is mainly influenced by the mode of marketing and social-demographic factors. The mode of advertisement generally has a very impact on convincing consumers to buy a product. The use of fashion shows has been very successful over the years since consumers get to see exactly what they are buying and the glamour behind the show is especially attractive to women buyers. The availability of the internet has taken marketing global. Fashion houses and production companies can promote their wares through the internet increase their visibility. However, a survey carried out by Karayanni (2003) concluded that online shopping in the fashion retail industry will never outdo personal selling especially in the UK. He notes that women, especially young women, in the United Kingdom love the feel and thrill of shopping. Wom en like window shopping, trying out new dresses and the feel of carrying home a new dress. This according to them, is the only means of shopping. The internet is rather impersonal and can only help in alerting people when a new fashion line has been released or to list the collection that a fashion house has. In 1994, the number of women working was about 53%. According to Scott (2009), this number had risen to 70% in 2008. The large number of working women, increase in shopping centers and the availability of credit facilities encourages shopping. Most women consider fashion shopping as a leisure activity or as a means to alleviate stress. This leads to increase in expenditure and thus a growth in the fashion industry. Cultural change has also played a major role in determining the direction in which the fashion retail industry in taking. Over the years, the UK has been becoming more and more culturally diversified. This has brought about changes in food and style of clothing. Cert ain social changes such as the new trend where more and more employee wear informal clothing to work and increase in leisure activities all cause a change in the UK fashion retail industry. Concept, Structure and Characteristic of Designer Clothing Brands The designer fashion industry is mainly concerned with producing high-end high quality fashion that are more exclusive and are generally marketed through the use of fashion shows. Most fashion houses share the same characteristic and infrastructure. In the design fashion industry, most of the products are launched after a given period of time. These launching seasons may vary but most fashion houses/brands have a minimum of two seasons each year. Smaller fashion design house generally tend to use student interns and freelances to develop their clothing line. This is mainly to manage cost while at the same time importing expertise from a variety of sources. Large businesses on the other hand are already established and while they so metimes consult freelancers, they usually have a team of designers who have had ample experience in designing. The fashion houses engage in massive research and development activities in order to keep up to date with the latest trends (Kaiser 1990). They usually search for better and high quality fabrics from many sources and release new collections at least after every six months. The top fashion houses usually release more than two collections every year to correspond with the fashion shows in important parts of the world. Unlike other industries, the fashion industry main form of marketing is through trade fairs and fashion weeks. There are three important fashion centers in the world: London, Milan, Paris and New York City. A fashion show in these four main cities usually attracts a lot of attention from the general public, major supplies, television stations, influential persons and magazines. Most fashion houses release one collection each international trade fair. This not on ly grants them international recognition but the fairs act as a means to market and sale their products. Designers usually collaborate with stylists, who are responsible for generating media attention, brokering celebrity endorsements, and promote collaboration between the fashion houses (Murphy 1999). During the initial stages, most fashion house produce their goods in the UK. After gaining enough capital and coverage, the fashion house usually collaborate with manufacturers in other countries where consumer volume is higher and the cost of production lower. Marketing Mix The marketing mix involves elements involved in marketing that will enable a company to produce need-satisfying goods and also improve consumer loyalty while creating awareness for new consumers (Pepall, Daniel Norman 2005). There are seven important elements in the marketing mix. In designer clothing market marketing mix is mainly geared on keeping consumers happy while at the same time create awareness for a ne w collection line as soon as it is availed. The marketing mix used by most Designer clothing brands include: Product Unlike some industry where the product is produced and the market is searched afterwards, the designer clothing industry must find out what is in style and what is not. The main success in designer clothing is producing clothing of high quality and in fashion. The clothes have to be in synch with the time and period of sale. The product cycle of most designer clothing is not long therefore most designer clothing houses must produce clothing that will last the initial hype and generate enough revenue (Kotler 2009). Design houses are required to carry out intensive research on consumer perception and the social and culture change happening around them. They need to be aware of any change in taste in order to produce goods that will conform to the prevailing fashion. Price Due to the high quality of produced goods and due to the fact that most designer clothes are made t o target the high end market, most of the products developed by the designer clothing houses are usually expensive. Renowned designer houses are usually not considered with price wars as they have a constant supply of loyal consumers who are capable of buying their products. Houses such as Galliano, Hermes, Burberry, Christian Dior etc. are major fashion houses and usually price their products according to clientele and according to the style and quality of the products (Katics Peterson 1999). Smaller fashion designer houses usually put competitive house that depend on the level of exposure, economic conditions and the period in which they released their collection. If an upcoming designer company releases its collection when notable houses have also released theirs, it would be necessary for the house to target other consumers by reducing the price of the products. Place As noted earlier, most of the products in the fashion industry are sold through retailers. Products from design er clothing companies are usually sold in their own retail outlets or a few selected retailers in the country. In most places, there is a fashion district where many designer clothing retail shops are concentrated and in some places it may only be a street full of designer clothing retailing shops. Most of the retailing outlets are usually in the middle of town centers in order to attract more customers. Many fashion houses have also situated there retailing outlets in high-end districts in order to avail themselves to wealthy consumers. Retailing shops are usually uniquely decorated in order to portray style and sophistication that the buyers of designer clothes may relate to or wish to relate to. Promotion Promotion in the designer clothing industry differs a lot as compared to other industry. First, the main means of designer clothing promotion is through participation in fashion week and the various trade fairs held all over the world. The UK designer clothing companies are very fortunate as they can easily participate in three of the major fashion week shows in the world. The other mode of promotion is through personal selling. Most consumers of designer clothes are women accounting for about 56% of all buyers. Women generally enjoy the fuss and feel of buying a new clothe. Clothing is just not a simple activity rather it is a leisure activity, a ritual and to some even a therapeutic process. Personal selling thus becomes very important as a woman not only gets to interact with the clothes but also with the person offering their services. The last main important means of promotion in the designer clothing industry is through branding. A clothe is as only as good as its brand in the designer clothing industry. Companies try to build up their brand name by constantly realizing innovative and creative designs that increase their visibility in the world. A company with a strong brand is like to attract a large number of loyal buyers. Most consumers in the des igner clothing market are driven to consumption mainly due to brand names. People Designer clothing industry is mainly about attitude. From the models on stage to the sales clerks in retail shops, all the people connected with designer clothing brand should portray class and sophistication (Kaiser 2009). The people working for designer clothing brands should not only be trained on how to do their jobs but should personify the business in all their activities. Most consumers of designer clothing link the product with the service provided. This is because excellent service is just as important as buying the product itself. Therefore it is important that everybody connected with the brand have excellent communication skills, be classy and be kind and patient because one bad review might cause a dent in consumer perception. Process Process involves all activities involved in delivering services to a customer (Sharp 2006). Waiting time, after sales service, and the helpfulness of the sta ff are all important aspects of the process. Designer clothing companies are usually well managed and thus there is minimal waiting time and the sales personnel are usually trained to be helpful, well mannered and knowledgeable about the company’s products. The company should always ensure that customers are kept informed about important events such as fashion shows and new about the release of new collections and their price. Overlooking the process might lead low consumer satisfaction, bad reviews and poor perception of the brand Physical Evidence In designer clothing industry, a company should be able to prove that it indeed can provide high-end classy clothing. This is usually personified by its ability to compete well in the fashion shows and the nature and organization of it retail outlets (Jones 1996). Participation is one of the important ways that a company can provide physical evidence that its clothing can meet consumer expectation. The premises of these companies must be spectacular, eye catching and able to convey class. This will generate word of mouth that will attract more and more consumer to the premises. Designer Clothing Brands in the UK In 2009, the fashion retail industry in the UK was worth  £52 billion (Grail 2010). The UK high-end designer clothing companies are about than 400 as per 2009 London fair. As of 2009, the adult designer clothing market was worth  £1.9 billion accounting for 6.5% of the entire adult fashion retail industry. The top 10 designer brands contributed more than 40% of the total designer clothing sales (Grail 2010). Due to the poor economic conditions being experienced, the sales of designer clothing in the United Kingdom are growing very slowly. The companies still enjoy sales from loyal consumers and sales from foreign companies have increased considerably during the last five years, especially sales in China Overview of Notable Brands Burberry Burberry Inc. is a luxury fashion house originating in Bri tain. It became widely known for the trench coat design created by Thomas Burberry, its founder. The company’s brand has been ranked as the 98th most valuable brand internationally. In 2010 the company had an operating income of  £171.1 million and a net income of  £82.2 million. It has stores in over 473 locations with 15 stores in England. The company produces clothing, fashion accessories and perfumes (Nielson 2011). Christian Dior Christian Dior is a French company that also operates in the United Kingdom. It was started by the designer of the same name in 1946. The company mainly deals with Haute Couture aimed at the high end market. The company operates about 160 boutiques in various parts of the world and has over 76, 000 employees as of 2010. In 2010, the company had a net profit of â‚ ¬1.261 billion, an operating income of  £4.142 billion and assets worth over  £41.20 billion (Nielson 2011). Chanel Chanel is a French fashion house founded in 1909 by the Fr ench couturier Gabrielle Chanel. The company deals with Haute Couture, perfumes, hand bags and other fashion accessories. The company went after elegance and turned away from â€Å"sexy†. The company has about 1,270 employees and very few stores worldwide. In 2010, the company had revenue of  £1.809 billion with a net income of  £280.3 million (Nielson 2011) Hermes This is also a high-end fashion house originating in France. The company specializes in leather, perfume, handbags and ready-to-wear items. The company was founded in 1837 by Thierry Hermes (Colino 2010). In 2010, the company had total revenue of  £2.401 billion, a net income of  £421.7 million and assets worth  £2.919 billion. The company has over 8000 employees in different parts of the world (Nielson, 2011). Louis Vuitton It is also a French fashion house that also operates in most parts of the UK. It was founded in 1854 by a designer of the same name. The company produces ready-to-wear, shoes, hand ba gs, luxury trunks, jewellery and leather goods. The company markets its products through high-end retail stores, boutiques and the internet. In 2010 the company had total revenue of over  £2.1 billion (Louis Vuitton 2011). Conclusion The fashion retail industry has been described as the most dynamic, competitive and fragmented market in the world. In 2009, it was worth over  £52 billion and was one of the biggest employers in the country. The Fashion industry has been experiencing some problems mainly due to the global recession and imitation designer clothes from countries such as India and China. To maintain competitive advantage, designer clothing companies should revise their marketing mix and ensure that they not only keep consumers but also attract more consumers both from the UK and from the rest of the world. This paper has looked at the nature and characteristic of the UK fashion retail market as well as the characteristic of designer clothing market. It can be seen tha t the designer clothing market is not under too much pressure from the economic slowdown since most of its consumers are wealthy and can afford to buy whenever the need arise. An overview of the marketing mix used by designer clothing companies has been provided to understand how they operate. The designer clothing market accounts for over 6.5% of the total fashion retail market therefore it is worth a lot of money and with proper business strategy one may stand to earn a lot from this industry. References Colino, N., 2010. The Hermà ¨s Scarf: History Mystique. Thames Hudson, New York Cumming, V., 2004. Understanding Fashion History. Costume Fashion Press, New York Grail, R., 2010. The Global Fashion Industry – Growth in Emerging Markets. Grail  Reports, 3(12):1-25 Jardine, A., 1999. Traditional Retailers face the High Noon. Marketing, 16(9), pp23-24 Jones, R. M., 1996. Demographics, Distribution of Income and Wealth and the Marketing of Fashion in the UK. Journal of Te xtile Institute., 90: pp1-14 Jones, R. M., 2005. The Apparel Industry. Wiley and Sons, New York Jones, R.M Robb P., 1997. The demand for clothing in the UK and Sweden. The  Journal of Fashion Marketing and Management,1, pp.113-120 Law, K., 2004. Fashion change and fashion consumption: the chaotic perspective. The  Journal of Fashion Marketing and Management, 8(4), pp.362-375 Levitt, T., 1993. The Globalization of Markets. Harvard Business Review,56, pp. 92-103 Louis Vuitton, 2010. Annual Report. Web. Kaiser, S., 1990. The Social Psychology of Clothing. Macmillan, New York Karayanni, D., 2003. Web shoppers and Non-shoppers. European research Journal,  15(3), 141-152 Katics, M. Peterson B., 1994. The effect of rising competition on import competition in market power. American Economic review, 88, pp. 107-120 Key Note. 1998. Clothing Manufacture. Key Note Ltd: Hampton, Middlesex Kotler, P. 2009. Principles of Marketing. New York: Prentice Hall. Pepall, L., Daniel J. Norman, J ., 2005. Industrial Organization, Contemporary Theory  and Practice. Ohio: Thomson South-Western Scott, D. 2009. The record number of Women Employed in the UK. BBC news. Available at:  http://news.bbc.co.uk/2/hi/uk_news/7638056.stm Sharp, T. 2006. Marketing and the 7 Ps. Strategic Management. 8(12), pp. 4-8 This dissertation on An Overview of the Designer Clothing Market in the UK Fashion Retail industry was written and submitted by user Jimena H. to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.

Definition and Examples of Cleft Sentences

Definition and Examples of Cleft Sentences In English grammar, a cleft is a construction in which some element in a sentence is moved from its normal position into a separate clause to give it greater emphasis. A cleft is also known as a  cleft sentence, a  cleft construction, and a  cleft clause. A  cleft sentence  is a sentence that is cleft (split) so as to put the focus on one part of it. The cleft sentence is introduced by  it, which is followed by a  verb phrase  whose main verb is generally  be. The focused part comes next, and then the rest of the sentence is introduced by a  relative pronoun, relative  determiner, or  relative adverb. If we take the sentence  Tom felt a sharp pain after lunch, two possible cleft sentences formed from it are  It was Tom who felt a sharp pain after lunch  and  It was after lunch that Tom felt a sharp pain. Take, for example, the simple declarative sentence, Jerry went to the movie yesterday. If you would want to emphasize one element or another, the sentence could be rewritten in several different ways: It was  Jerry  who went to the movie  yesterday.It was to the  movie  that Jerry went  yesterday.It was  yesterday  that Jerry went to the movie.   English has many different varieties of cleft constructions, but the two major types are it-clefts and wh-clefts.  Wh- clefts use  wh words, which is most often what in the construction. However, why, where, how, etc. are also possibilities. Examples and Observations It-Clefts It was only last month that  I decided to go back to school.It was my father who  sent Dyer out to proselyte.  It was my father who  had the blue-ice eye and the beard of gold.It was Roosevelt who impetuously blurted out the unconditional surrender ultimatum at a press conference in Casablanca, to the surprise of Winston Churchill, who was sitting at his side and who had no alternative but to nod approval. Wh-Clefts What I needed was a weapon. Other people, hitchhikers, told me they always carried a little something, a knife or a can of Mace, and Id laughed, thinking there was no greater weapon than the human mind. You idiot.Strange, but  what I really wanted was  a dad who would come down to the police station, ​yell his head off, and then take me home to talk about what happened, to come up with a new plan for how Id act in the future, etc. All the other guys had that. But not me. My dad left me alone in jail for the night. Sources Douglas Biber et al.,  Longman Student Grammar. Pearson, 2002George N. Crocker,  Roosevelts Road to Russia. Regnery, 1959David Crystal,  Making Sense of Grammar. Longman, 2004Zane Gray,  Riders of the Purple Sage, 1912Sidney Greenbaum,  Oxford English Grammar. Oxford University Press, 1996David Sedaris,  Naked. Little, Brown Company, 1997Michael Simmons,  Finding Lubchenko. Razorbill, 2005

Ownership of Human Tissues Essay Example | Topics and Well Written Essays - 2250 words

Ownership of Human Tissues - Essay Example Similar cases are true for most other possessions. Whatever else a person may possess in this world, notwithstanding, no doubt naturally evident that he or she claims the cells of his or her body. Where else could the idea of possession start, other than with the parts of a substantial corpus that all would perceive as "me"? However, there have been claims and even court cases regarding the issue of ownership of human body tissues. For instance, if part of the patient body is removed and used for research or any other purpose, does the patient still retains the rights to these body parts. If not, how far do his rights of possession extend as concerns his own body parts? This essay will explore the historical and contemporary concept of ownership of human tissues and ethics. The guiding thesis for this essay is that the rights of ownership of human tissues extends to as far as the tissues are within the body1. The essay will explore the law concerning this issue and provide arguments for and against the thesis statement. The concept of property has been legally unclear over many years. The issue gets even more complicated when it comes to the basic question whether people actually own their own bodies. With any legally accepted property, the alleged owner has the right to use the property in any way they please only if the use does not harm others. If so is true, then donated human parts, and organs are still in the possessions of the donor and he, or she has the rights to dictate how they are to be used and/or disposed. However, this is not as simple as it sounds. With the advent of biotechnology, the world has witnessed multiple controversies related to the ownership and use of bits and pieces from human bodies whether alive or not. Human tissues and cells are currently scattered over a wide range of laboratories, sperm

Provide adequate background to the Retail Supervisor job at Warwick Essay

Provide adequate background to the Retail Supervisor job at Warwick Castle - Essay Example rmance standards to be achieved, Working conditions and possible hazards, Number of employees performing the job and to whom they report to, the machines and equipment used on the job. As far as the job description contains sufficient information it should not give too much detailed information of how the work is going to be performed so that it can remain useful when that type of job acquires minor changes. This includes the job title, the department, the reporting relationship, a job number or code. A good tittle should closely approximate the nature of the work content and will distinguish that job from others. The job analysis date is placed on the job description to help in identifying job changes that would make the description obsolete. It is recommended that to place an expiry date on the document because this practice ensures periodic review of job content and minimizes the number of obsolete job description. This part helps to locate the job in the organization by indicating the job immediately below or above it in the job hierarchy. It also gives an idea of the vertical relationships of work flows and procedures. Person specification is a written record of the requirements sought in an individual worker for a given job. It refers to a summary of the personal characteristics required for a job. It is a statement of the minimum acceptable human qualities necessary for the proper performance of a job. Items included in the job specification are factors that can be shown to be job related such as educational requirements, experience, personality traits and physical abilities. It is important as it keeps interviewers attention on list of necessary qualification and assists to determine whether candidates are essential qualified. The description below entails a person specification for a retail supervisor job at Warwick Castle. The supervisor should also be a true role model, able to coach his team effectively to achieve success-this should be done by

Disease Process Of Herpes Zoster Health And Social Care Essay

Disease Process Of Herpes Zoster Health And Social Care Essay This paper will describe the disease process of Herpes Zoster. Herpes Zoster more commonly referred to as Shingles is an acute, unilateral, and segmental inflammation of sensory nerve roots. Herpes Zoster will be referred to as Shingles hereafter in this paper. The first section of this paper will explain the epidemiology of Shingles. This will include prevalence, mortality, and morbidity using the latest statistics available. The second section will list the predisposing factors of Shingles. Rationales for all risk factors explaining why each one predisposes the individual for that particular disease will be covered. In the third section the pathophysiology will explained. A brief description of the normal anatomy and physiological mechanism will precede the actual pathophysiology. In the fourth section all clinical manifestations will be listed. Including complaints from patients, and abnormalities found in physical exams. In the fifth section an explanation of all tests used to di agnose the disease and a description of these tests. The subsequent section will list the management of this disease from a medical stand point. This will include a description and rationale for all types of interventions such as invasive, non-invasive procedures, and pharmacological measures used to treat this disease. In the seventh section, nursing management of this condition will be explained. This will include nursing diagnoses, nursing goals, interventions (pharmacological, dietary, and patient education). The eighth and final section will describe research trends for this disorder. Including any new treatments, pharmacological, immunizations, invasive/non-invasive therapies, and, diagnostic testing, that are currently under investigation. Epidemiology Shingles is the resurgence of latent Varicella Zoster Virus (Chickenpox), so statistics from this disorder will be included. Humans are the only known reservoir for Chickenpox. Chickenpox has an attack rate of 90% in susceptible individuals. The virus is endemic in the population but becomes epidemic among susceptible individuals during late winter and early spring. Children between the ages of 5-9 are most commonly affected and account for 50% of all cases. Most other cases involve children 1-4 and 10-14. Roughly 10% of the population in the United States over age 15 is susceptible to the virus. The incubation period of chickenpox is 10 to 21 days however is more likely 14 to 17 days. Patients are contagious 48 hours prior to the formation of vesicular rash and until all vesicles have crusted. Attack rates in susceptible siblings in the same household are 70-90%. About 1 million cases of shingles occur in the United States every year. More than half of the people who develop shingle s are over 60, and nearly 50% of complications from shingles are in older adults. Shingles occurs at all ages but is more likely to affect those in the sixth decade of life. Except for immunocompromised, and AIDS patients recurrent attacks are rare. The total duration of the disease is usually 7-10 days however it may be as long as 2-4 weeks until the skin is back to normal. Predisposing Risk Factors Anyone who has recovered from chickenpox may develop shingles, including children. It is not clear what reactivates the virus. Anyone who has had chickenpox has a 10-30% lifetime risk of developing shingles. At 85 years of age, this risk increases to 50%. This increased risk may be linked to a weakening of the immune system. As people get older, their bodies become more vulnerable to many diseases. Having certain diseases such as cancer, leukemia, lymphoma, and, HIV/AIDS, can severely compromise the immune system. Also, treatments for cancer, such as chemotherapy; and other drugs such as steroids, and, medication taken to prevent rejection after an organ transplant can reduce immune function. In summary, having had chickenpox is the number one risk factor for contracting shingles. Among those that have had chickenpox advancing age is the number one risk factor. With immunosuppression being the only other risk factor for shingles. Pathophysiology Shingles is a viral disease. The initial infection with Varicella Zoster Virus causes the acute illness chickenpox, which usually occurs in young people and children. Once chickenpox has resolved, the body does not eliminate the virus. The virus lies dormant until the immune system is compromised. At which time it can cause shingles, an illness with different signs and symptoms, often years after the initial infection. The symptoms of shingles follow a series of three stages, prodromal or onset, active or erruptive, and chronic. However it is common for people not to experience all three stages. The onset phase is the most commonly experienced. During this phase, continuous or intermittent burning, tingling, itching, or various types of pain frequently precede rash by a few hours or days. While the onset phase and the presence of cutaneous nerve fibrils indicate that shingles infection is present in the sensory ganglia, a loss of sensation can also occur. The acute phase is considere d the active phase and follows the onset phase, which involves the development of the distinguishing skin lesions. Development of a rash in elderly patients may be accompanied by malaise, headache, low-grade fever, and nausea. Encephalopathy and severe pain may also go along with these symptoms. The active phase is initially characterized by erythematous papules and edema. Papules progress to vesicles in 12 to 24 hours and to pustules within one to seven days. The pustules eventually dry and fall off within 14-21 days, leaving behind erythematous lesions. The chronic phase is unlike any of the other phases and occurs mostly in the elderly. Many patients develop PHN, which is most likely to result during the chronic stage. PHN is Postherpetic Neuralgia is a chronic pain that persist after the shingles have resolved. Clinical manifestations The most common symptom of shingles is pain that can be severe and unrelenting. In the prodromal stage, which is usually 48-72 hours prior to the presence of a rash, symptoms will include: Numbness Tingling Burning Shooting pain Itching Fever Headache Chills Nausea Shingles usually begins with parasthesias, which are itching, burning, or tingling of skin on one side of the body. Patient may develop a fever, a feeling of being sick, or a headache. Within 1-2 days a rash appears on either side of the body in a band like pattern. The chest or back is typically affected by the shingles rash. The rash may also occur on the face, if it appears near the eye it can permanently affect vision .The pain of shingles can be mild to severe, and generally has a sharp, stabbing, or burning quality. Usually the pain is localized to the skin affected by the rash. It can be severe enough to affect ADLà ¢Ã¢â€š ¬Ã¢â€ž ¢s. Older adults compared to younger people generally experience more pain. Within three to four days, shingles blisters can become open sores. These sores may become infected with bacteria. If the patientà ¢Ã¢â€š ¬Ã¢â€ž ¢s immune system is not compromised the sores crust over by day 7-10. The rash generally goes away within three to four weeks. Sca rring and skin color changes may be permanent. Most people recover from shingles without any lasting problems. Postherpetic Neuralgia (PHN) is a complication of shingles. PHN is a condition in which damage to sensory nerves, causes severe neuropathic pain. This pain can be continuous or intermittent. The pain can occur without external stimuli. However it may also be caused by external stimuli, light touch, the brush of clothing, and even wind can cause extreme pain. The amount of pain from PHN greatly increases with age. PHN is defined as pain that last at least 3 months after all shingles lesions have went away.PHN is treated with: Analgesics Antidepressants Anticonvulsants Corticosteroids These medications may all be used concurrently. However they should be added to the patientà ¢Ã¢â€š ¬Ã¢â€ž ¢s regimen one at a time in case there is any adverse reaction, so that the med that caused the reaction can be promptly stopped. Diagnosis Shingles can be diagnosed in the prodromal stage, before lesions appear but this is difficult as the symptoms in this stage can mimic many other illnesses. Virology of skin scrapings once the lesions have appeared is usually the only way to achieve a proper diagnosis. This is done by isolating the Varicella Zoster Virus (Chickenpox) in tissue culture cell lines. The two tests used most are the fluorescent antibody to membrane antigen test (FAMA), immune adherence hemagglutination and enzyme-linked immunosorbent assay (ELISA). These two tests are also the most sensitive. Also contact dermatitis is pruritic and shingles is painful. If lesions of herpes simplex are not differentiated from shingles, doses of antibiotics appropriate for shingles should be used. However herpes simplex and shingles are differentiated by the staining of antibodies from vesicular fluid and identified under fluorescent light. Usually the lesions of these two disorders occur in different places. If the CNS is i nvolved, LP results show increased pressure, and protein levels. Medical Management Shingles is usually treated with prescription oral antiviral drugs to significantly reduce the healing time of the infection. Anti inflammatory drugs are used to reduce inflammation, these may be prescription or OTC. Analgesic medication is also used to lower pain level; these may also be prescription or OTC. Antivirals used to treat shingles are: Acyclovir- is administered at a dose of 800mg five times a day for 7-10 days. Famciclovir- is administered at a dose of 500mg three times a day for seven days. Valacyclovir- is administered at a dose of 1g three times a day for 5-7 days. Immunocompromised patients should be treated with IV Acyclovir at a dose of 10-12.5mg/kg q8hrs for seven days. Glucocorticoids such as prednisone administered at a dose of 60mg/d for the first 7 days, 30mg/d for day 8-14 and, 15mg/d for days 15-21. Glucocorticoid treatment should not be used unless there is concomitant antiviral therapy. Analgesics usually used for shingles include: gabapentin, amitriptyline hydrochloride, lidocane patches, codeine, aspirin, acetaminophen, and, fluphenazine hydrochloride. Topical antipruritics such as calamine lotion can be used to reduce pruritis. Nursing Management Nursing diagnoses for shingles include: Acute Pain Disturbed body image Impaired skin integrity Impaired social interaction Risk for infection Outcomes for patients with shingles include: Patient will verbalize that an acceptable level has been achieved. Patient will acknowledge a change in body image. Patient will exhibit healed lesions. Patient will demonstrate effective social interaction skills. Patient will have no further signs of infection. The following nursing interventions should be applied to patients with shingles. Apply calamine lotion as liberally as directed by physician. Apply silver sulfadiazine to soften and debride lesions that are infected. Administer pain medication as prescribed. Patients with severe pain should be referred to a pain specialist. Maintain hygiene to prevent the infection from spreading to other parts of the body. If the patient has open lesions follow contact isolation to avoid spreading the infection to immunocompromised patients. Patient should be reassured that the pain will eventually subside. Also cool wet compresses can be applied to the lesions for 20 minutes several times a day. Domeboro and Betadine soaks may be utilized to reduce crusting. The patient should be encouraged to wear loose fitting clothing to reduce irritation caused from clothing rubbing the lesions. Research Trends New research regarding shingles has been in the area of prevention. Researchers have developed a preventive vaccine, Zostavax, marketed by Merck. Zostavax is a stronger version of the vaccine given to children to prevent chickenpox. The vaccine is 50% effective and is recommended for individuals over the age of 60. Even though an individual may still get shingles after vaccination, the vaccination reduces the risk of complications of shingles. The vaccine has not been utilized by many people because shingles is not a life threatening disease and there have not been many new vaccines for adults, so many people are not aware of this vaccination. Also the vaccine is not covered by insurance so many older adults that are on fixed incomes cannot afford it. Public education about shingles and the extremely painful complications associated with it are presumed to increase the use of this groundbreaking new vaccine. In conclusion shingles is a disease that can affect people that have had chickenpox at any age. However it affects mainly the elderly population. Shingles usually presents with pain, numbness, tingling, burning, shooting pain, itching, fever, headache, chills, and, nausea. Shingles is treated with antivirals, analgesics, and antiinflammatories. Usually a person can only have shingles but there have been rare occasions of people having it more than once. From a nursing stand point relieving pain and starting antiviral therapy are the highest priority interventions. Lastly with patient education about vaccines now available to prevent shingles. The incidence of people getting shingles, or having painful complications if they do get shingles is greatly reduced.

Marketing Management UBER Analysis Essay

1. Introduction Application software has been very popular as distribution platforms since 2008 due to rapid spread of smartphones all around the worldwide. According to a marketing research done by Gartner (2013), there is an increasing trend in mobile apps usage worldwide, He indicates that 21.58 billion dollars of  revenue has been made by mobile apps in 2013. Uber was established in 2009 as a digital platform that connects cab drivers and customer, by downloading the online application. Uber determines the location of customers and shows the location of the cabs nearby. Once the customer accepts to get a ride with push of a botton, the application is then authorized to take the payment based on the credit card information that has been registered under the customer’s name, without any further exchanges. Uber was established in San Francisco and has become the world’s most valuable startup in the past five years. Uber’s latest market value has been determined as 18.2 billon dollars in June 2014. However, as a disadvantage of developing markets, the entrance of Gett and Hailo in the UK market, decreased Uber’s market value. The major advantage of Gett in this compà ©titive market against Uber is charging flat fees unlike Uber. Uber has a surge pricing strategy depending on the demand, weather and distance, which is not a cost efficient way for customer. Therefore Uber it is not the cost leader in the UK e-hail market. On the other hand surge pricing has persuaded more driver to work for Uber, as it is more in their favor so that, they will not have to go through bad weather conditions or give rides in the rush hour with the usual flat fares. 2. Audit 2.a Organizational environment The increasing trend of smartphone usage especially in younger generation, technological improvements and increasing value for time perception established Uber’s increasing value. 2.b Uber’s business model Uber employs driver after they and their cars have been screened by Uber to  ensure comfort and safety of customers, Drivers are also given an iPhone once they have become a member of Uber. Uber drivers have higher income compared to traditional taxi drivers also they do not have to pay for the taxi license and the taxes that black cab driver are obligated to pay. On the consumer side, after downloading Uber, they can track the car as it approaches them on their as well as having some information about their driver before arrival such as previous reviews and ratings and their photo. Uber ‘s pricing strategy is based on the demand, distance and the car type, incase of high demands or bad weather conditions customers may have to pay a higher fee for their journey or depending and the type of car they request prices are different. Payment is done by the credit card information that the customer is registered the app with. Transactions are totally safe and secure. Uber splits the ride receipts with the driver. Uber originally used to take 20% margin of the transaction between the customer and the driver, which is now reduced to 15% due to high compà ©titions with Gett and Hailo. Uber covers its Research and technology developments, marketing and employees expenses by the percentage they take on each transaction. Another advantage is that Uber does not own a fleet of cars so they are much less costly than their competitors, This low cost business model enables Uber to keep the large percentage of it’s revenue as profits. Uber grows by reinvesting in R&D and acquisitions rather than investing in cars or expensive infrastructures. In the spotlight of this information, it is possible to say that Uber’s business model is low inventory, high transaction and high margin. Moreover, its business model is receiving the majority of funding from Google Venture. 2.c External and internal analysis of Uber Analyzing Uber from the resource-based view is crucial to understand competitive advantages of it in London taxi hailing app market. Constraints imposed by environment can have a big impact on Uber’s strategic planning and marketing. Therefore, six external conditions (Political, Environmental, Social, Technological, Economical and Legal) will be examined in relation to Uber’s business situation by using PESTEL analysis. Political factors effects transport services external environment in terms of CO2 emissions and climate change. Even though Political factors are more in favor of public transport in order to decrease CO2 emissions and help with the climate. Uber however is providing a superior service comparing to their competitors for instance Uber is offers hybrid cars, which is low in emissions and makes it easier for Uber to have some advantage when it comes to the political factors. Environmental factors such as weather conditions can affect Uber for instance higher demand due to bad weather conditions is evident. The price of the  journeys also increases when the demand is higher. Social factors including the change in lifestyle and high percentage of younger population using smartphones, indicates the customer needs, which brings them to the market. Technology developments have a major impact on Uber’s business. Increasing role of Internet in people’s life is also crucial for Uber to make innovations. Economical factors such as recessions influence directly the customer’s budget, therefore their buying power. On the other hand volatile fuel prices can have a huge impact on pricing and they are also quite unpredictable. Legal constraints also have a direct impact on Uber. Governments have the possibility to ban Uber, which is already the case in Germany, or even set new regulations for Taxi hailing apps such as Uber which can affect their performance in the market. In the next section we under take a SWOT analysis in order to analyze Uber’s Capabilities, which enables us to determine the company’s Strengths and Weaknesses as well as pointing out Threats and Opportunities. It is essential in a competitive market to be aware of the weaknesses and threats in order to be able to find solutions for them and also use the opportunities to gain more of them market share and hence increase the revenues. Figure 2: Presents SWOT analysis Strengths; which consist of internal capabilities, Uber was first in the market which creates a competitive advantage by high consumer awareness. One of the strengths of Uber is that, it has different alternatives for different customers. For example, Uber POP and UberX car alternatives are available for a cheap and fast drive, whereas if the customer is searching for quality it offers them the Uber Black Car and Uber SUV. Another strength  of Uber is that it has spread worldwide starting from USA. It has expanded through 200 cities worldwide. Moreover, the transactions are easy, safe and trustworthy. It offers a convenient way of travelling for costumers. Weaknesses indicate the areas that could be improved internally. The major point that is considered as a weakness for Uber is that they do not charge flat fees whereas Gett, which is their main competitor, offers flat and predictable prices. Moreover, Uber drivers do not have a taxi license, which can cause legal problems by time. However it operates in many cities, Uber does not operate in rural areas, which can be considered as a weakness. One of the complaints that Uber is facing is the poor consumer service. Uber offers a surge pricing for its drivers and do not hire them, but find them through agents. Analyzing the opportunities in depth we can determine that the most influential aspect in Uber’s business model is the fact that it’s a service rather than a product hence they do not have the high sunk costs that their competitors have to deal with. Moreover, being a mobile platform and not having a fleet of taxis, which is highly costly, has enabled the firm to turn most of its revenues into profits. These revenues are made from transaction costs rather than production cost. Uber does not employ drivers, which in this case allows the drivers flexibility also permit Uber to employ more drivers. The most important external threat for Uber in UK e-hail app market is the decreasing market share due to competitors such as Gett. The flat prices of Gett and some other competitors are creating a disadvantage for Uber. Not having the proper taxi license is another disadvantage for Uber. aside from that, there have been many protests by taxi companies in Germany, France, England and other nations accusing Uber to be illegal due to the fact that their driver are not paying the same tax rates as other taxi drivers, and other taxi companies accuse Uber of compromising passenger safety, and undermining legislations which exists for them. Competitors: According to the statistics of market shares of taxi hailing apps in London, Gett with 20-30% of market share is the market leader, Uber with 20% shares is the market challenger and Hailo with 10% is the follower in the market. Uber as the challenger is in a position where they can undertake some of the facilities and services that Gett is already providing for their customers in order to be able to improve their service, gain more customer and consequently gain more market share over time. Outlining the competitive landscape is important to appraise competition and indicating the strengths of the competitors can give the company objectives on what can be improved and examine weather they can be implemented by Uber. According to national statistics from department for transport, it is estimated that there are 78 thousand taxis and 153 thousand licensed private hire vehicles in England. The fÄ ±gures present that the number of PHV are twice the number of taxÄ ±s operatÄ ±ng in England. 31% of total licensed taxis and private hire vehicles in England are in London from which we can assume that private hirÄ ±ng is a popular choice for Londoners. Analyzing Gett-Taxi as the market leader we can imply that some of their most influential advantages are: Competing with flat and predictable prices: People who take taxis are not usually loyal to a specific brand and most people would choose the cheaper option and Gett has the advantage by having predictable prices without surge pricing. Enables Advance booking: Unlike Uber, Gett offers advance booking 2 weeks prior to journey whereas Uber has failed to implement this feature in their app. Offers 24 hours customer service for driver and customers: Uber has proven to be quite poor at following through with customer enquiries. On the other hand the only major advantage of Hailo that we came across is the fact that they are the only company, which has a real taxi license for all their cars. 3. Strategic Options: According to Porter, competitive advantage is derived from the value a firm  is able to create for its buyers that exceeds the firm’s cost of creating it. Utility of Uber can be increased by the following three categories: †¢Ã¢â‚¬ ¯ Service: Reducing the time to reach customers when they need the service can enhance Uber’s service. The cab and the driver have to be reliable and can provide modern and comfortable cabs for service. †¢Ã¢â‚¬ ¯ Personnel: service can be provided with professional drivers, drivers must be trained to provide personalised customer service. †¢Ã¢â‚¬ ¯ Image: Advertising, promotions on special days and to first users. Porter’s Generic Strategies: Porter called the generic strategies has three direction where the market can be segment or focused on particular path. They are 1. Cost Leadership, 2. Differentiation 3. Focus The Focus strategy has been subdivided into two parts: â€Å"Cost Focus† and â€Å"Differentiation Focus†. (Refer below figure) The Cost Leadership Strategy This strategy will help to gain competitive advantage through two main methods such as maximising profits by declining costs while selling for average price in the particular industry or growing market share through selling for lower prices, although still producing a even-handed profit on each sale as you’ve focused on lowering the cost. The Differentiation Strategy This strategy involves in creating your goods or services different from others and more eye-catching for your customers as well as to your competitors. Differentiation strategy can be achieved in a success way through good exploration about the goods or services, expansion and innovation of the goods or services, and the ability to provide superior quality products or services. This will create an inimitable image in the particular industry and alongside some scopes will lead to be valued by consumers. The Focus Strategy The Focus strategy is concentrating on specific niche markets through considerate the associations of that specific niche market and the  exceptional needs of consumers in it. This can be exclusively low-cost or well-specified goods or services on that particular industry. This will construct strong brand loyalty among consumers. This will lead the market segment to be less attractive to the competitors. Uber’s marketing strategy is to provide a premium service at premium price and have loyal customers. It aims at hip, tech-savvy customers whose time is valuable and who are willing to spend money for convenience. The campaign of Uber focuses on the service. The ice cream campaign in NYC is an example of the difference in convenience and experience. Where else could you have an on demand ice cream truck pull up in front of your house delivering ice cream for few people? The focus is on providing an extraordinary experience for the customer and let them do the talking about the brand and the unique service. Uber is having partnerships with Virgin America, which offers Uber’s points to its flyer members which increases awareness and credibility to their service. And Trulia is a real-estate company provide prospective renters a discount for up to three apartment visits as long as they registered for this promotion. Potter’s Five Forces Analysis states that business can be affected by some facts which are determine the competitive power of the business to drive in reality. The fact can be classified into five important forces. They are Supplier power, Buyer power, Threat of substitute, Threat of New Entry and Competitive Rivalry. 1. Supplier Power: the number of suppliers involved determines the supplier power in the particular business and the exclusivity of their goods or service, their business strength and power over your business, and the cost of swapping from one supplier to another. UBER’s suppliers power is high because UBER don’t employ drivers, free-lanced drivers get register with UBER and get the training and the guidelines before start their self-employment. 2. Buyer Power: the number of buyers involved determines the buyer’s power in the particular business, the cost to the buyer to swapping from your goods and services to someone else. UBER’s buyer power is high because it’s a  mobile platform and customers have different alternative services like Gett and Hailo. 3. Competitive Rivalry: the number of capability of your competitors determines the competitive rivalry. When the business has more competitors, and if the competitor can offer equally attractive products and services, then the competitive rivalry is high. UBER’s competitors are Gett and Hailo, they provide service in lower cost and they have their own drivers. 4. Threat of Substitution: the number of alternative options of your customers determines the threat of substitute. When the service or the goods has more substitute, then the threat of substitute is high. UBER’s threat of substitute is high because in London there is many substitute such as tubes, trains, buses, and black cabs. 5. Threat of New Entry: the capability of other business can enter into your market space by starting up a similar business like you is the threat of new entry. If the startup cost is low in terms of capital, time, and technology the new competitor can enter in to your market easily. Uber’s threat of new entry is very high because entering to taxi service business is very easy because the new business needs a simple mobile application and some free-lanced drivers. Alternative Market Directions for Uber Diversification strategies/path: Uber can focus on Event specific marketing like special events such as Valentine’s Day, Harvesting day, Children’s Day, Christmas and New Year days. Uber can provide special offers or promotions for its loyal customers. Personalised Car/Cab with the special trained driver for business people, celebrities and high-class tourists. Market development Strategies/Path: †¢Ã¢â‚¬ ¯ Expand the market with average pricing in nearby small cities and rural areas to attract more new customers. †¢Ã¢â‚¬ ¯ Initiating and developing new long term partnership with local hotel chains and airport local travel unit to provide transport service such as site seeing, and airport pic & drop to  their customers. †¢Ã¢â‚¬ ¯ Initiating and developing new long-term partnership with local schools to proved service for their students. †¢Ã¢â‚¬ ¯ Initiating and developing new business wing/unit for disable people to accommodate their transport need with the special features they need. †¢Ã¢â‚¬ ¯ Initiating and developing new long term partnership with courier service organisations like Royal Mail, DHL, and FedEx to provide their delivery service to their customers. †¢Ã¢â‚¬ ¯ Initiating and developing new long term partnership with local manufacturing companies to support their logistic service such as transporting to shipping, delivering goods to their customers, and transporting their raw materials for their production. 4. Marketing Strategies Uber focuses on hiring local drivers in each city. They are trying to localize the company in each city in every aspect they see. The effect of that is building a trust between the company, the drivers, and the customers all together. After hiring local drivers, Uber give these drivers trainings and guidelines to teach them the â€Å"Uber Way†. They also provide their employees with a global chat room that they interact in, talk, give ideas and suggestions, and best practices are shared across the company. So by cultivating collaboration and building trust internally and externally, Uber is trying to gain a competitive advantage in order to increase their market share, therefor increasing revenue. Uber likes to surprise and delight their customers. For example they delivered kittens and ice cream in New York. This is on of Uber’s ways to allow customer actions to go viral on social media and offline to try to send their message to new markets in order to gain new opportunities. Uber uses a unique way in serving their customers. They have a special team whose mission is to make sure customers get their taxi when and where they need them in no more than 9 minutes. They created a referral program integrated in the Uber app. It gives customers the ability to share a special code between their friends, and in that way Uber can track how many shares made, which indicates the percentage  of Uber’s customer’s acquisition. Uber’s Marketing Objectives: 1. Offer Better Service. 2. More Reliability. 3. Improve Customer Support. 4. Unique Style. 5. Provide Comfort. 6. Reduce Frustration. 6. Critical Analysis: The SMART analysis indicates that Uber can have many ways to improve every aspect in the company. Their objectives are not time-oriented. On the other had, their objectives are all achievable and relevant to the company’s mission. The analyses also show that most of the strategies and suggestions given are specific, achievable, and relevant. That indicates that Uber has many opportunities that they can benefit from in order to gain more competitive advantage and to operate better in the market. 7. Conclusion: Overall market share of Uber in e-hailing market can be increased by implementing some strategies.The report shows that Uber has many opportunities to increase their market value, market share and gain a competitive advantage over their competitors. Looking at the analysis we realise that Uber has a very high potential in achieving their objective about gaining customers and eventually increase their revenue. Along the side of improving some of their services, following some of the strategies mentioned above and solutions suggested by us, proves that Uber has a high potential and can use the first mover advantage. Distribution channel of Uber can be improved by targeting other parallel industries and move customers into greater contribution. Branding image of Uber can increase its value by providing good service and the operating areas can be increased to reach a higher volume of customers. Moreover, the opportunities discovered by using the analysis might be considered as a useful w ay of taking Uber to a higher position in the e-hail market in London. 10. References: Anon, How is Uber different from a standard taxi? Available at: https://support.Uber.com/hc/en-us/articles/201968463-How-is-Uber-different-from-a-standard-taxi- [Accessed November 13, 2014a]. Anon, The Business Co-Founder. Available at: http://businesscofounder.tumblr.com/post/34572063959/lessons-from-Ubers-marketing-strategy [Accessed November 13, 2014b]. Damodaran, A., 2014. A Disruptive Cab Ride to Riches: The Uber Payoff.Forbes. 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