Benefits And Risks Of Bioengineered Foods Essay

Millions of people worldwide have consumed foods derived from genetically engineered foods— from cereals, breads, soybeans but still there were no facts and figures if these foods have unfavourable effects to human. In relation, this short research will look into the risks and possibilities of bioengineered foods while answering the question â€Å"Are genetically engineered foods safe to eat? † Different arguments are presented to give the benefits or risks of the GE foods. This study will look into the risks to the environment, health, economy. Laws and rules on GE foods will also be discussed in this study (Schardt 42). Bioengineered crops were first discovered by Gregor Mendel, a geneticist, when he experimented to insert a gene from a pea plant with better traits into another pea. Results showed that the plant is more resistant to any diseases. This was the start of bioengineered crops and later foods (Gorman, 56). Some of the bioengineered crops are soybeans, corn, cotton, potatoes, and dairy and animal products. Experiments were done making a more competitive crop making it into competitive by-products (Seattle, WA, pp2). In Canada, there are 5. 8 million hectares reported to be planted with GE crops and considered as one of the top producers of bioengineered foods in the world. From this figure, there are 820,000 hectares devoted to GE corn which a lot of by-products are made of (Gorman, 100). The Impacts On Health The most common crop that is used in genetic engineering is the corn. Many of what we eat in the breakfast, lunch, dinner or snacks is a by-product of corn and these are sweeteners, cereals, starch, oil and syrups (Robinson 110-120). But despite the usefulness of the corn in the daily consumption there had been news that these foods are believed to be genetically engineered (GE) foods. Issues coming from various organizations opposing GE foods are all over the internet and papers. The issue here is that GE foods are not safe for consumption of human (Robinson 110-120). In a study done in New Zealand, where rats were used to feed with the foods believed to be GE foods, it created confusion among scientists, businessmen and farmers. The rat that ate the food had problems with their liver and blood circulation. Oppositions pointed out to the companies that there really are effects of the GE foods onto animals. If this is the case how much more if this is consumed by the whole population in the US (Rifkin 34-38). In Europe, GE foods are starting to be banned by the government. People opposing the promotion of the GE foods wrote press releases stating that these are harmful to the health and might cause allergens to some who are not used eating this kind of food. Another argument was that why test it with the animals when humans will consume the GE foods (Pusztai 7-10). But all of the issues are debunked by the companies producing the GE foods. According to the companies, the enzymes that are inserted into the crops are good for the health. These enzymes are proteins that are essential to human health. They further stated that this will only be harmful if this is not compatible with the genes of the person who ate the GE foods (Cummins and Lilliston 48-50). On Environment Good environment is what makes the world livable for humans and animals. Altering it will create imbalance to the ecosystem. The production of genetically modified crops requires big lands suitable for planting (Anderson 20). Since the crops are equipped with genes that are resistant to any diseases chemical composition is embodied in the seed crops. Planting these seed crops will alter the fertilization of the soil (Shiva 20-25). The farmers will still be using chemical more since they know that these will not be absorbed by the plant. The heavy application of chemical can build air pollution which might be harmful to the plants surrounding it and to the people applying it. (World Wildlife Fund, Canada, F4). The companies suggested that while the farmers are using the seed crop they should have the gears so that they will not be harmed while planting and spraying chemicals. But this argument still should have a basis in order to encourage farmers to plant genetically modified crops. Because if the nature will be altered we cannot reverse it anymore into an environment we wanted for the future generations (Robinson 22-25). On Economy One of the benefits that are seen by the seed companies producing the GE foods is the increase in the income of farmers since most of these crops are high in demand but low in supply. That is why the companies tried to look for an answer in the world market where there are problems with decreasing supply and the difficulty of farmers to supply it all. The companies and the scientists saw the need to experiment in order to increase the supply and even increasing jobs for people (Rifkin 55). Some of the benefits laid down by the companies: For one, using genetically modified crops in their farms will ensure increase in yield and profit. Why is this so? In using these seed crops, farmers will use lesser dose of pesticides and herbicides since the seeds and crops that are used in planting are equipped with genes that are resistant to any disease and reaction. Inputs are very high in price so this is one way of answering to the burdens of farmers (Pusztai 60). Not only that chemical and pesticide costs will be reduced but also labor costs that usually have bigger part in the pie. Fewer workers will be tapped to work in the farm since this will not require a lot of maintenance. This will only mean that decrease in their inputs will have higher profit. In any case farmers are still faced with problems in the farm such as higher credit line to the companies that are responsible of producing the GM crops. Even if the farmers are aware of the disadvantages of planting GM crops they still want to try using these kinds of seed crops because all they really want is to make high profit they can boast of (Schardt 33-34). Labelling and Testing Laws and Rules Different arguments have been laid by the oppositions and the companies that produce these seed crops and GE foods. The question here now is â€Å"who should be responsible in ensuring that the foods eaten by the people are safe and no side-effects? ’ The company sees to it that the responsible stakeholders will impart their knowledge and share their part in making the introduction of the GE foods successful. In cooperation with US FDA these GE products are carefully tested and labelled in order to inform the consumers that these are GE products (Schardt 45). The US Food and Drug Administration sees to it that the products sold in the market are safe for consumers especially that today many of the products are said to be imitations and used different ingredients harmful to the health (Schardt, 45). In fact, one of the assigned tasks of FDA is to carefully analyse the enzymes inserted in the crop or product so that this will not create a problem in the market later on. Assessment of each protein present is very important because this will affect the body of the consumer of the certain product. According to FDA, they have been constantly in contact with the companies producing such GE products because they want that the consumers will not bear the harmful effects of GE products (Gorman, 33-56). But in most cases, some of the GE foods have been found not properly tested. If this is the case there will be problems later in the health of human especially that effects of GE products were recorded to be fatal in the lives of human. But the problem here is that these effects will not be evident in short period of time but will be felt at the later part. Still these effects are still unknown and how is it going to be cured or prevented. The groups are proposing that there should be proper and adequate testing in order to know its side effects to animals and humans (Schardt, 47-48). Conclusion The issues on GE foods pose a great challenge to the scientists and companies who are capable of producing the products. Of course they want to compete with the global market and simply increase the income of farmers. But there is always a causal effect on the part of consumers. They are faced with different perspectives from different groups all over the world. Producing this much is very helpful in food security of a country but when it comes to harmful effects these should be looked into by the companies. There should be no disadvantaging with the profits and gains but should be vigilant how these products can be of help to the country. The promotion of organically grown products is taking into the limelight. This might be a good option and alternative for all who wants to have healthy lifestyle in the coming years. Works Cited Anderson, Luke. Genetic Engineering, Food and our Environment. Chelsea Green Publishing Company, Vermont, U. S.A: White River Junction, 1999 Cummins Ronnie Lilliston, Ben. Genetically Engineered Food: A Self-Defense Guide for Consumers. New York: Marlowe and Company, 2000 Do Genetically-Engineered (GE) Crops Reduce Pesticides? The Emerging Evidence Says â€Å"not Likely. † Spring, 2000. A report by the World Wildlife Fund, Canada. GORMAN, Paul. Govt rules GE corn fit for people to eat; GENETICALLY ENGINEERED FODDER; Corn type may produce ‘unique’ food hazards The Press. 2007 Pusztai, Arpad. â€Å"Genetically Modified Foods: Are They a Risk to Human/Animal Health? † American Institute of Biological Sciences, 2001.

Biol 130 First Midterm Notes

Unit 1 – Introduction to the Cell Robert Hooke – built the first microscope (30x magnification); viewed slices of cork called cellula (little rooms). Antoni Van Leeuwenhoek – worked with glass huge improvement in quality of lenses nearly 300x magnification became possible first to observe: * single-celled organisms â€Å"animalcules† * protists from pond water * bacteria from his mouth – â€Å"father of microbiology† * blood cells * banded pattern in muscle cells * sperm from †¦ 1830s – Compound microscope – improved magnification and resolution and allowed visualization of objects less than 1 ? . 1000-1500x magnification Beginning of Cell Theory Robert Brown (botanist) – noticed that every plant cell contained a round structure called it ‘kernel’-nucleus Matthias Schleiden (another botanist) – all plant tissues are composed of cells; embryonic plant always arose from a single cell Theodor Schwann (zoologist) – similar observations in animal cells; recognition of structural similarities btw plants and animals! * Cell Theory formulated by Schwann Cell Theory 1. all organisms consist of one or more cells 2. he cell is the basic unit of structure for all organisms 3. added 20 years later: all cells arise only from pre-existing cells fact (scientific) – an attempt to state our best current understanding, based on observations and experiments(valid only until revised or replaced) Steps in Scientific Method 1. make observations 2. use inductive reasoning to develop tentative explanation (hypothesis) 3. make predictions based on your hypothesis 4. make further observations or design and carry out controlled experiments to test your hypothesis 5. nterpret your results to see if they support your hypothesis Theory – a hypothesis that has been tested critically under many different conditions andby many different investigators . using a variety of different approa ches. By the time an explanation is regarded as a theory it is widely accepted by most scientists in the cell * the â€Å"solid ground† of science: evolution, germ theory, cell theory *If a theory is thoroughly tested and confirmed over many years by such large numbers of investigators that there is no doubt of its validity †¦ it may eventually be regarded as a law.Gravity, laws of thermodynamics, laws that govern behaviour of gases ‘Strands’ of Cell Biology 13 cytology 1600s Hooke looks at cork Leeuwenhoek looks at lots of things 1800s Brown notes nuclei bio-chemistry synthesis of urea in lab fermentation done by cells! glycolysis Krebs cycle every cell comes from a cell Schleiden & Schwann formulate cell theory electron microscopy stains & dyes genetics Mendel, pea plants DNA chromosomes chromosome theory 1930s DNA double helix DNA sequencing Dolly the sheep! nano-technology! genetic code Light Microscopy:Bright field – light passes through specimen , contrast is slow and specimen is hard to see Phase contrast – contrast is changed by changing light in microscope DIC – uses optical modifications to change contrast between cell and background – due to density differential Staining – stain used to visualize cell and components, only some stains can be used on living cells 14 bright field phase contrast DIC unstained (sperm cells) stained blood cells tissue – small intestine Fluorescent Microscopy – fluorescent dyes bind to protein or DNA to see where they are in cells – tracks movement Electron Microscopy(Scanning & Transmission):SEM – scan surface of specimen to form image by detecting electrons from outer surface. Good surface images TEM – forms image from electrons passing through specimen therefore fine details of internal organelles 16 SEM TEM Basic Properties of Cells: * are highly complex and organized * atoms molecules macromolecules (organelles ) enclosed in plasma membrane * use the same ‘genetic program’ Central Dogma * DNA RNA protein * are capable of reproducing themselves * must first replicate genetic material acquire and use energy (â€Å"bioenergetics†) and carry out a variety of chemical reactions (â€Å"cellular metabolism†) * have many processes that are highly conserved at the molecular level * membrane structure, genetic code, ATP synthesizing enzymes, actin filaments, eukaryotic flagella, †¦ * engage in many mechanical activities * transport of materials in/out, within * assembly and disassembly of structures * motility / movement * respond to environmental signals * move away or toward stimuli * respond to hormones, growth factors, etc * are capable of self-regulationâ€Å"homeostasis† most evident when control systems break down; defects in DNA replication, DNA repair, cell cycle control Two Classes of Cells – karyon = nucleus Prokaryotic Cells: lack of nucleus, NO CYTOSKELET ON(very small), membrane bound organelles. Mostly unicellular. Bacteria and Archaea. Single, circular strand of DNA(fewer proteins). Cell wall in addition to PM 1-10 uM in diameter. 2 types: 1. Eubacteria – all have cells walls except for mycoplasma(resistant to antibiotics that target cell wall synthesis). Mycoplasma(smallest) Cyanobacteria (largest and most complex). 2.Archaeabacteria – all have cell walls and are known as extermophiles, occupy broad range of habitats, halophiles=salty, acidophiles=acid, thermophiles= hot. Eukaryotic Cells: 10x larger than prokaryotic cells, membrane bound nucleus/organelles. More complex DNA due to histones/proteins. 4 groups: 1. Protists- very diverse group – mostly single cells; algae, water molds, slime molds, protozoa 2. Fungi – single cell(yeast) or multi-cellular(mushrooms) and have cell walls. Heterotrophs; depend on external source of organic compounds 3. Plant cells- multi-cellular and have cell walls. . Anima ls- multi-cellular, no cell walls and are heterotrophs Cytoplasm – everything between plasma membrane and nuclear membrane, includes all membrane-bound organelles (except nucleus) Cytosol – only fluid component Endomembrane system – internal membranes that are either in direct contact or connected via transfer of vesicles (sacs of membrane). including: nuclear envelope / membrane, endoplasmic reticulum (ER), Golgi apparatus, lysosomes, vacuoles Nucleus – stores genetic information Endomembrane System – creates intracellular compartments with different functions.Endoplasmic reticulum (ER; rough, smooth), Golgi apparatus, lysosomes. Mitochondria – generate energy to power the cell Chloroplasts – capture energy from sunlight, convert to carbohydrate Cytoskeleton – regulates cell shape, movements of materials within the cell, movement of the cell itself Flow of Traffic in EMS – Rough ER: synthesis of proteins for – ex port (secretion) – insertion into membranes – lysosomes Golgi apparatus: collection, packaging & distribution Lysosomes * cell ‘stomachs’ have enzymes that can digest †¦ * all 4 classes of biological macromolecules worn-out organelles (mitochondria replaced every 10 days) * material brought into cell by phagocytosis Phagocytosis – plasma membrane engulfs smaller molecule and then called phagosome. Lysosome takes it in and digests, small particles are releases into the cytoplasm. Autophagy – lysosome digests a damaged organelle, small particles are released into cytosol. mitochondria (all eukaryotic cells) and chloroplasts (plant cells): * contain DNA that encodes some (but not all) of their own proteins * have unusual double layers of membranesOrigin of Eukaryotic Cells: Endosymbiont Theory * once believed that eukaryotes evolved gradually, organelles becoming more and more complex * now accepted that early eukaryotes originated as preda tors * certain organelles (mitochondria, chloroplasts) evolved from smaller prokaryotes engulfed by larger cell * later chloroplasts and the ability to perform photosynthesis Symbiosis – Mutual Advantage advantage to host cell: * aerobic respiration (aerobic bacteria mitochondria) * photosynthesis (cyanobacteria chloroplasts) advantage to bacteria: * protected environment supply of carbon compounds from host cell’s other prey Evidence Supporting Endosymbiont Theory mitochondria and chloroplasts †¦ * are similar size to bacteria, reproduced by fission like bacteria * have double membranes, consistent with engulfing mechanism * have their own ribosomes, which resemble those of prokaryotes rather than eukaryotes in terms of size, composition and sensitivity to antibiotics * have their own genomes, which are organized like those of bacteria last but not least: * are genetically similar to proposed ‘parent’ bacteria rather than ukaryotic cells Cytoskeleton important in: * cell shape * cell motility * movement / position of organelles * movement of materials within cell * movement of chromosomes during mitosis Cytoplasm in a living cell is never static * cytoskeleton is constantly being taken apart and rebuilt * organelles and vesicles are racing back and forth * can cross the cell in ~ 1 second * unattached proteins moving randomly, but rapidly * can visit every corner of the cell within a few seconds * contents of cytosol are in constant thermal motionCommon to all cells: * selectively permeable plasma membrane * genetic code; mechanism of transcription and translation * ATP for the transfer of energy and metabolic pathways Model Organisms 45 Unit 2a – Intro to Cellular Chemistry Most Common Elements in Living Organisms: * C H O N – make up 96% – also P and S are common too * Exist as complex macromolecules and simpler forms like water and carbon dioxide nucleus – dense core in centre, consists of protons and neutrons electrons – continually orbit the nucleus # of protons – defining feature of an element = atomic number – # protons + # neutrons = mass of an atom = mass number – by default, an atom is ‘neutral’, with # protons = # electrons – electrons influence reactivity of an atom †¦ Atomic mass = atomic number + # of neutrons (electrons are neglected because mass is so small) Isotopes – same number of protons but different number of neutrons in the same element Anion – gain electron and are negatively charged Cation – lose electron and are positively chargedOutermost ‘valence’ shell influences an atom’s reactivity * electrons in outermost shell valence electrons * unpaired valance electrons determine the number of bonds an atom can make * atoms with filled valance shell = most stable, atoms that are closest to filling are most reactive * elements abundant in organisms have at least one u npaired valence electron Some Definitions: covalent bonds – two or more atoms share pairs of valence electrons * strong bonds of biological systems non-covalent bonds, including * ionic bonds * hydrogen bonds (H-bonds) * hydrophobic interactions olecule – group of atoms held together by energy in a stable association compound – molecule composed of two or more different types of atoms Types of Covalent Bonds * electrons shared ‘equally’ * non-polar covalent bond * can be single (like H2), double (O2) or even triple, depending on number of electrons shared * electrons not shared equally * polar covalent bond * one of the atoms has a stronger pull on the electrons than the other * pull on electrons = electronegativity * water is the most abundant molecule in biological organisms * human body is ~70% water water as a solvent can dissolve more types of molecules than other molecule known * the polarity of water is key to its role in biology hydrogen bon ding – electrical attraction between electronegative atom and partial positive of hydrogen hydrophobic – no affinity for water – â€Å"water fearing† hydrophilic – affinity for water – â€Å"water loving† Acid-base Reaction substance that gives up (donates) protons acid (increases [H+] in solution) substance that accepts protons base (decreases [H+] in solution) chemical reaction that involves transfer of protons acid-base reaction * most olecules act as either an acid or a base * water can be both (both gives up and accepts protons) weak acid: very few molecules dissociated (acetic acid, water) strong acid: readily gives up protons (hydrochloric acid) when pH = pKa species is 50% ionized Carbon is the most important element in biology carbon atoms give biomolecules their shape but other atoms attached to carbons determine their reactivity * critical H, N, O containing attachments called functional groups *learn orgo functional groups for this courseMacromolecules * large, organized molecules that are typically created by polymerization * biological macromolecules (biomolecules) provide the structure and carry out the activities of a cell 4 groups: * carbohydrates(polysaccharides) * lipids(fats) * proteins * nucleic acids * monomers of groups are different – chemical reactions used to make the chains are similar Overview of Macromolecules 3 Proteins – more functions than any other group of macromolecule * enzymes – catalysis; accelerate chemical reactions transport – through cell membranes, in circulation * support – cytoskeleton, fibres of cartilage, hair, nails * signalling / regulatory – hormones, membrane proteins, intracellular messengers * movement- of the cell itself – contractile proteins, flagella – within the cell – motor proteins * defense – antibodies, complement proteins Proteins are Polymers * amino acids are connected in linear polymers of a specific sequence * 20 genetically encoded amino acid monomers to pick from * string of amino acids (AAs) = peptide or polypeptide polypeptide folded and coiled into a specific conformation = protein * sometimes 2 or more peptide chains (subunits) combine to form mature, functional protein Amino Acid Structure AAs are ionized under physiological conditions ionization increases solubililty, facilitates interactions with each other and other solutes, increases reactivity (zwitterions) 7 non-ionized ionized R group unique to each AA oxygens tend to pull electrons away, making it easy to lose proton gains a proton Amino Acid Side Chains – R Groups: * nonpolar – hydrophobic R groups no charged or electronegative atoms to form H bonds * insoluble in water * R groups bury themselves with the peptide chain to ‘hide’ from water * polar side chains – soluble in water * uncharged – but partial charges can form H-bonds * charged – gr oups containing acids or bases – highly soluble in water AA are linked together by covalent peptide bonds: carbon from carboxyl group is linked to N terminus of amino group. R groups and central C’s do not participate in the bond. Condensation Reaction – making the chain Hydrolysis – breaking the chain Polypeptide chain: side chains extend from peptide-bonded backbone * chain is flexible – can rotate at single bonds on either side of peptide bonds * so side chains are not all projecting to one side! * chains can be from 2-3 to thousands of AAs in length * backbone is directional, convention is to number AA ‘residues’ starting at N terminus this is the primary sequence Sickle Cell Anemia – disease in which red blood cells are abnormally shaped. Caused by single point mutation which results in substitution of single amino acid in one chain of hemoglobin protein Protein Structure:Primary Structure – unique sequence of amino acids Secondary Structure – Folding into elements of structure, hydrogen bonding between amino acids(R groups not involved). 2 shapes: alpha helix and beta pleated sheet(parallel and antiparallel). * learn more Tertiary Structure- interactions of elements of secondary structure forming a global fold, folded into these unique shapes by ionic bonds (electrostatic),hydrogen bonds, disulphide bridges, hydrophobic interaction, van der waals – dipole-dipole(all non-covalent except for S-S). Order of amino acids determines final shape.Maintain globular shape even if very weak. Quaternary Structure – more than one polypeptide chain put together to form the final functional protein, linked by covalent and non-covalent interactions. Protein Domain – segment of polypeptide that forms a compact, stable and independently folding structure. Often the building blocks for larger, more complex proteins. Disulfide bonds * covalent stabilization of protein structure found i n secreted proteins (destined for a more hostile extracellular environment) * formed in ER (oxidizing environment)Once folded, do proteins ever unfold? changes in physical or chemical conditions (pH, salt concentration, temperature) disruption of H-bonds, ionic bonds, disulfide bridges, etc that maintain the protein’s shape protein ‘denatures’ or unfolds Possible to renature Do proteins ever fold incorrectly? any mutation that leads to a missing or incorrect amino acid can lead to incorrectly folded protein WHY 32 Possible outcomes: mutation – leads to incorrectly folded protein * protein never functions properly loss of function protein folds properly at first but unfolds under certain conditions eventually loss of function * protein misfolds AND is deposited in insoluble aggregates within cell * loss of function and disruption of other aspects of cell activity * many human diseases now known to be associated with misfolded proteins . Alzheimers, cystic f ibrosis, type II diabetes, retinitis pigmentosa, Parkinsons, Creutzfeldt-Jakob, some cancers *read about catalysts and enzymes in Janelle’s notes, page 8-9 Nucleic Acids: Information Polymers * deoxy ribo nucleic acid (DNA) sequence of subunits in DNA polymer directs RNA synthesis * ribo nucleic acid (RNA) * RNA directs ordering of AAs in a peptide chain * information stored as DNA sequences enables living organisms to pass on hereditary information * also allows each cell to pass on hereditary information to the next generation of cells Monomers of Nucleic Acids: Deoxyribo nucleotides – phosphate + deoxyribose + nitrogenous base(A,C, G, or T) Ribo nucleotides – phosphate + ribose + base (A,C,G, or U) Nucleic acids are linear (unbranched) polymers of nucleotides * each nucleotide consists of three parts: * a nitrogenous base a (5-carbon) pentose sugar * a phosphate group Purines = A&GPyramidines= C,T and U * Ribose + base = nucleoside * Ribose + base + phosphate = nucleotide Functions of Nucleotides * monomeric units of RNA and DNA * important signal molecules within cells * cyclic adenosine monophosphate (cAMP) * important agents in energy transfer reactions * cleave off phosphate group to release stored energy * act as coenzymes – organic non-protein molecules required for enzyme function * usually adenine-containing nucleotides combined with B vitamins 8 condensation reaction 5’ end – beginning of chain. Chains always built 5’ 3’.Look at above example phosphate group is 5’ 3’ end – where new bases can be added Polymerization rxn’s are endergonic: * making phosphodiester bonds requires energy * energy comes from addition of 2 phosphate groups. * Activated nucleotides = nucleotide triphophates The most famous phosphorylated nucleotide †¦ adenosine triphosphate = ATP 11 adenine 4’ 5’ 5 6 1 2 3 9 4 8 7 1’ 3’ 2’ O P CH2 O O O– P O O O– P O –O O– OH OH O NH2 N N N N ribose adenine + ribose (= adenosine) Secondary Structure of DNA: two strands of DNA align in ‘antiparallel’ arrangement with bases facing inwards. H-bonds form between bases. P P P P P P P P C C G G AA T T P O O O O O O O O O O O C G OH P Note: 3 H-bonds between C and G, 2 between A and T. Only space in the sugar phosphate backbone is for Pyramidine and Purine to bond together. Features of DNA Double Helix * stabilized by H-bonds between complementary bases and hydrophobic interactions between bases * entire molecule water-soluble because charged phosphates backbone face outward * major and minor grooves are significant in regulation of gene transcription Higher Order DNA Structure: DNA molecules can adopt higher order structure – Allows for compact packaging and strict regulation of gene expression RNA vs DNA like DNA: sugar-phosphate backbone covalently linked by phosphodiester bonds * 4 different bases unl ike DNA: * uracil (U) instead of thymine (T) * pairing is A-U, C-G * sugar is ribose instead of deoxyribose * hydroxyl group makes ribose much more reactive * RNA is much less stable than DNA Secondary Structure of RNA: like DNA: * H-bonds form between complementary base pairs unlike DNA: * most of the time, this base-pairing is between bases on the same strand * leads to formation of ‘stem and loop’ structures with single-stranded regions and double-stranded antiparallel regions * H-bonding is spontaneous, stabilizes the molecule final molecule is single-stranded * Complex folds can result in some RNA having catalytic activity Carbohydrates * Group of molecules that contain carbon, hydrogen and oxygen in a 1:2:1 ratio: (CH2O)n Only monomers are in this ratio, oligomers you lose water * Monomer=monosaccharide * Dimer=disaccharide * Trimer=trisaccharide/oligosaccharide Types: 1. Monosaccharides – simple sugars 2. Oligosaccharides – small chains (oligo=few) * Attached to proteins – glycoproteins * Attached to lipids – glycolipids 3. Polysaccharides – very long sugar chains Typical Structural Features of Sugar Monomers: carbonyl group (either ketone or aldehyde) * lots of -OH groups * vary in length of carbon skeleton (C3, C5, C6, †¦) – triose, pentose, hexose * isomeric forms (glucose, fructose, galactose) * identical chemical groups arranged differently * monosaccharides often form rings in solution Isomers – same atoms, different arrangements structural isomer – identical groups but bonded to different carbons stereo (optical) isomer – identical groups bonded to same carbons but in different orientations sixteen different hexose structures possible, all with formula C6H12O6 C OH C OH OH H C OH H HO C H C O H C OH H H C OH H C OH H C OH H HO C H H C OH H structural isomer stereo- isomer H C C O HO C H H C OH H C OH H HO C H H C OH H fructose glucose galactose *arrangement of hydrox yl groups make a big difference in biological function Disaccharide – 2 sugar monomer: * glucose + fructose = sucrose(table sugar) * glucose + lactose = lactose * glucose + glucose = maltose Formation of disaccharides by condensation reactions. monomers are linked when C1 of one monosaccharide binds to a C on another – often C4 geometry of bond different depending on hether OH group of C1 is in ? or ? position which C of other sugar is involved in linkage 7 C1, ? C4 ?-glucose ?-glucose maltose, ? -1,4 glycosidic bond ?-galactose ?-glucose lactose, ? -1,4 glycosidic bond (glucose has flipped over) C1, ? C4 Polymerization to build Polysaccharides starch both are storage forms for energy starch – plants; glycogen – animals both consist of ? -glucose monomers linked by ? -1,4 bonds both coil into a helix (due to geometry of linkages) starch is mixture of unbranched amylose and branched amylopectin glycogen is highly branched lycogen Structural Polysaccharide in Plants: Cellulose 9 polymer of ? -glucose, joined by ? -1,4 linkages each glucose is flipped relative to adjacent ones allows for H-bonding between adjacent strands extremely stable most abundant organic molecule on earth parallel strands joined by H-bonds Structural Polysaccharide in Animals: Chitin a component of cell walls of fungi, exoskeletons of arthropods (insects, crustaceans), radulas of molluscs, beaks of cephalopods second most abundant organic molecule on earth like cellulose, joined by ? 1,4 linkages but rather than glucose, monomer is N-acetylglucosamine like cellulose, also strengthened by H-bonding btw strands 10 Structural Polysaccharide in Bacteria: Peptidoglycan component of bacterial cell walls the most complex CHO so far! two different alternating monomers linked by ? -1,4 bonds chain of amino acids attached to one of the sugars – peptide bonds instead of H-bonds (stronger) Significance of how monosaccharides are linked: * ? -1-4 linkages of starch and glycogen readily hydrolyzed * ? 1-4 linkages in structural polysaccharides very resistant to enzymatic degradation For example: enzymes that digest cellulose (cellulase) produced only by certain classes of bacteria, fungi and protozoa Difference between glycosidic bonds from peptide and phosphodiester bonds: in common: * condensation reactions different: * peptide and phosphodiester bonds always occur at the same position within their monomers * each sugar monomer has several hydroxyl groups, and geometry of glycosidic bonds is highly variable Functions of Carbohydrates: Structural: * cellulose, chitin and peptidoglycanCell-cell recognition: * membrane proteins covalently bonded to oligosaccharides Energy Storage * ? -1,4 –linkages of starch and glycogen are readily hydrolyzed to release stored energy Lipids * group of carbon-containing compounds that are largely non-polar / hydrophobic * significant proportion of a given lipid molecule is hydrocarbon * the only macromolecul e that is not a polymer major groups of lipids in cells: * fats / oils – energy storage * sterols * cholesterol – membrane component * steroids – hormones * * Phospholipids * major component of biological membranesFats (Triacylglycerols, Triglycerides) * form that fat is stores in apidose tissie * glycerol with 3 fatty acids attached * the link between glycerol and fatty acid = ester bond: condenstation rxn (liberates water) * hydrophobic * fatty acid(carboxylic acid with long hydrocarbon tail) Saturated Fatty Acid – have maximum number of hydrogen atoms on each atom; straight and flexible because of only single bonds Unsaturated Fatty Acid – contain at least 1 double bond. The double bond is rigid and creates a kink in the chain. The rest of the chain however is free to rotate about C-C bonds.Cis – H on the same side of double bond; don’t solidify easily Trans – H on the opposite side of the double bond. Hydrogenation – making a fat saturated/more solid at room temperature to improve shelf life therefore less healthy. Sterols – group of steroids based on cholesterol(important component of cell membrane) Phospholipids : * 1 glycerol, 2 fatty acids, 1 phosphate group(polar head group) * Amphipathic = hydrophilic and hydrophilic regions – their most important feature with respect to biology Micelles – sphere with hydrophobic tails ‘hiding’ in centre . Can only occur with relatively short tails Lipid Bilayer:Universal Structure for all Biological Membranes composition varies with: type of organism (prokaryote vs animal vs plant vs †¦) type of cell within organism (muscle, liver, sperm, egg, †¦) type of membrane within cell (plasma membrane, Golgi, ER) inner versus outer layer different patches or ‘domains’ within a particular membrane Fig 11-4 two closely apposed sheets of lipids, studded with proteins lipids serve as permeability barrier protei ns perform most of the functions carbohydrates (sugars) attached to protein and lipids in a non-random manner *all membrane lipids are amphipathic Lipid bilayers form spontaneously: hydrophobic molecules would exclude water, clustering together to minimize energy cost of organizing water molecules * form large droplets or surface film * amphipathic molecules are subject to conflicting forces * solved by formation of bilayer * energetically most favourable stable, spontaneous * lipid bilayers are †¦ * closed – no free edges * self-sealing * important feature for cell fusion, budding, locomotion Fluid Mosaic Model * The plasma membrane is described to be fluid because of its hydrophobic integral components such as lipids and membrane proteins that move laterally or sideways throughout the membrane.That means the membrane is not solid, but more like a ‘fluid'. * phospholipids are constantly moving spinning in place; travelling laterally within ‘leaflet’ * phospholipids are occasionally ‘flipped’ to the opposite leaflet during membrane synthesis but they rarely ‘flop’ back * even proteins cruise slowly through the membrane! Membrane fluidity – how easily lipid molecules move within a membrane leaflet Alignment of phospholipid tails * tightly packed tails membrane more viscous, less fluid * freely moving tails higher fluidity What aspects of phospholipid composition influence this? length of fatty acids * from 14-24 carbons, 18-20 carbons most common * degree of saturation of fatty acids # double bonds * typically one saturated fatty acid and one with one or more double bonds Cholesterol: * under physiological conditions, cholesterol makes membrane stiffer – less fluid * cholesterol can make up to 50% of plasma membrane lipid in some animal cells Regulation of Membrane Fluidity: – fluid state must be maintained for normal cell function strategies for maintaining membrane fluidity: * chang e composition of membranes * alter phospholipids desaturate fatty acids (to deal with cold) eg cold water vs warm water fish * change length of FA chains (yeast, bacteria) * adjust amounts of cholesterol (animals) these mechanisms have been demonstrated in: * pond fish dealing with dramatic day / night temp differences * cold-resistant plants * extremophile bacteria living in hot springs * winter wheat preparing for autumn ^ polyunsaturated FAs * sperm reduce their cholesterol just before fertilization †¦ Functions of Lipids: * storage of chemical energy * signal molecules * vitamins * wax coating on leaves * biological membranes

Political Risk International Business

POLITICAL RISK IN INTERNATIONAL BUSINESS The term business normally refers to the act of doing any transactions that ends up in earning or losing money. The act that is ending up in financial implications is called business. This business can be considered as a result of collective commercial transactions of all types involving government, private, corporate, individual or a group of individual, and so on.Anyone involve in the business usually undertakes such operations only for the purpose of making profit, and only in the case of government involved business, there will be some other reason than profit making which could be political, economical, etc. International business is recognized and / or defined as the business that is done across two or more country borders. International business involves selling, buying, making investment, transporting goods, logistical activities, etc between two or more countries.The companies that are doing business worldwide are called multinational companies (MNCs). These companies are normally formed and incorporated in one country and then create their operations in various countries, and will have access to all the markets wherever they do trading. These companies are having different strategies and different approaches for different country operations due to many factors such as culture, interest, etc of the people in those countries. To mentions some examples, McDonalds, Sony, Shell, General Motors, Toyota, etc.The very basic purpose of doing business is only to make money, predominantly, although there are businesses which are not mean for money or profit. Hence for the international business also, the basic purpose will be only profit making. However, there are some additional purposes for the international business, since the effort involved in the establishing the international business is more and complicated than just doing a domestic business. Some of the purposes of international business are discussed hereunder. New Opportunities: While the corporations are extending their operations to the international market, the opportunities for them to develop their business and increased sales / revenue are more. Since the international business brings new products and new services to the country, there will be a good opportunity for finding new customers, and making a good volume of sales among the customers. Also, based on the geographical conditions, climatic conditions, available resources, etc there will be more opportunities for the MNCs to develop their business in terms of infrastructure, product lines, etc.Low Cost: This is an advantageous purpose for the MNCs to have their operations in various countries. In countries like China, India, the human resources will be available in large number and hence the cost of labour becomes comparatively cheaper with the countries of origin of those MNCs. Hence the companies start their operations in those countries and reduce their cost of production les ser and lesser. Those products that are produced from there can be transferred to the other country’s operations of the same MNC. Hence over all the company’s cost of production is slashed to a very minimum amount.For example, many Sony opened their operations in China, and most of the Sony products available in any of the country come from the manufacturing units of Sony in China. This way Sony capitalizes the international business concept. Resources: Resources are one of the major assets for any organization. Business while going international, get opportunities to improve the standard of the resources, many times at a cheaper cost. While the business is international, the organization will have access to various types of resources from various countries.This is an added advantage to the company in developing their knowledge, and work force. Hence cross country knowledge is acquired by the organization, and hence the knowledge repository of the organization grows an d hence to get more benefit from the resources. Just like the way the international business provides lots of benefits, there are lots of risks associated with the international business, which are discussed hereunder. Strategic Risk: Many of the international companies try to implement many of heir business strategy across all their branches in all the countries; however, due to many changes that exist between the countries wherein the operations are undertaken, many times the strategies will not work. For example, a strategy designed for the summer seasons in one country may not work in another country, since there could be a different season at that time, and vice versa. Hence strategy management is a potential risk in international management. Operation Risk: International business operations are happening across the globe.The practical situation in one country and the situation in another country will never be the same. Mode of transport, maintenance of machinery, supply and de mand of products required for production, logistic and inventory issues, etc will be on a regular basis and will create problem for a smooth production processes. Major cause of this operational risk will be the capital market variances between the countries and assets that are involved in the operational activities. Technological Risk: International business is highly dependent on the technology especially in terms of communication and transaction.There is always a big risk in the security part of the electronic transactions and hence that creates a major risk for the international business. Cost of newer technologies, redundancy of the old technology and the locked cost in such investments, etc are the major risks due to technology. Environmental Risk: While the environment, such as air, pollution, water, etc of the country wherein the operation is happening is affecting the people and creating an environmental issue, which affects the reputation of the corporation functioning the re as well.The corporation also socially becomes responsible for such devastation of the environment. Economic Risk: This is anyway not in the hand of the business. If the country in which the business operation of the MNC is happening is not able to control the economic problems, which will eventually impact the MNC as well. Exchange rate, monitory policy, etc are the cause of such economic risks. Financial Risk: Currency rates and inflation rates are major cause of this type of risks. The financial situation of the country becomes instable, and that hits the organization badly.While the government does not have strict rules in areas such as transferring investment funds to other countries, the economic financial conditions become worse. However, the Political risks in the area of international business are large and are highly considerable more than other risks. Since international business is happening in different countries, the business is facing directions and regulations from various political governments. Any changes that are happening in the political situations will have an impact on the way the business is running the country.The leader of the country or the political person in the country will be responsible for such impact of risk; however, the organization will have a lesser say in such situations. The possibility of international business risks is always high. The very moment the business goes abroad, the government to which the business is subjected to will change. Hence irrespective of the amount of impact, there will be surely impact on the business from the political side. The government issues related to the overall country-wide policies, changes in the higher officials such as ministers, or other such positions will directly impact the business.The impacts of the risks are varied from soft to extreme. Terrorism, war, etc are extreme risks, while change of president or prime minister, or different political parties coming into power, etc is moderate risks. However, it is easy to understand and accept that any of this risk will surely be in existence in any given country and hence that will affect the business organization which is doing an international business in that country. The political risks can be classified into micro risks and macro risks.Micro political risks are very common to the country in which it is happening, and will affect the entire company’s existence in the company or something of that magnitude. For example if there is a political instable relationship between two countries, then there will be a risk of closing down the business of the organizations in one country who base location is the other country. On the other hand macro level political risks are something that is affecting all the international business in host country in which the political changes are happening.For example, if there is a political emergency in the county all the international business would come to cease. Such em ergency may also work against the foreign direct investment from all the countries, which is again nullifying the international business in the host country. For any risks that are faced in the business, multiple solutions are available. In the context of political risks related to international business, the general strategy the MNCs normally follow is to do a political risk analysis on the country in which the MNC is going to start its operation.If the international business is just about making a foreign investment, before the investment is made a good and detailed risk analysis or research is advisable. There are many independent consultants who do such risk analysis and researches on potential countries. Such reports can be purchased by these MNCs or they can form their own team in making such analysis. MNCs can also adopt some risky strategy which has to be calculative.At times, while investing in a country which is proven for political risk, the MNC can see a better and attra ctive return from the investment. Hence the strategy needs amendment based on the negotiation with the host government for further compensations and at the same time providing some reasonable benefits for the country resources, such as man power, and other structural facilities. Such MNCs are establishing their operations in those countries and help the country to develop their economy and increase the standard of living there.Another strategy normally tried by the MNCs are involving into the business in the risk prone countries and also make considerable investments in the political risk insurances. By doing so, the possible losses the MNC may face can be compensated by the insurance, if happen so. However, such investments in the international business are made only when the corporation foresees a good and attractive return from those host countries. Interestingly investment in political insurance may also amount to risks, since the insurance claim may not be obtained as it is pro mised to be.Based on the available option, the recommendation could be to do a good and through research on the political situation of the country wherein the MNC is going to commence its business. While the MNC is hoping to have a wide range of investments in many countries, it is advisable to have a separate department in the company which is looking after such risks, either doing their independent research or having assistance from the well know consultants in the market. Business earns profit in the form of money; however, it also exposed to many risks.There are risks related to the internal environmental factors, as well as external environmental factors. External factors are not in the control of the business organization, and hence handling becomes difficult. When the business goes abroad and become an international business, then the exposure to various external environmental factors increases, while the possible benefits also increases. Political risk is one of the major ri sks associated with international business, which is the main concern of the MNCs going abroad.MNCs are forced to face both micro and macro political risks. However, since the political risks are a well known factor, there are many research conducted across the world about most of the countries. Hence the MNCs are also having sufficient information to take a decision on the available options and plan their strategy towards opening up their business abroad. In many countries, international business works and give and take policy, where the MNC benefited financially while the hose country is benefited in terms of economy, life standards, and knowledge sharing.References * Alan M. Rugman, Simon Collinson. 2008. International Business. London: Prentice Hall * Oded Shenkar, Yadong Luo. 2008. International Business. Chicago: Sage Publicaitons * Daniels, J. , Radebaugh, L. , Sullivan, D. (2007). International Business: environment and operations, 11th edition. Prentice Hall. * Joshi, Rakes h Mohan, (2009) International Business, Oxford University Press * Travis, T. (2007). Doing Business Anywhere: The Essential Guide to Going Global. Hoboken: John Wiley&Sons.

Can foreign policy be both 'ethical' and Realist or Discuss the Essay

Can foreign policy be both 'ethical' and Realist or Discuss the similarities and differences between the League of Nation - Essay Example 19). The United Nations Charter was approved in 1945. The League of Nations was formed in 1919 following the world I. It was discredited because of its failure to prevent future wars and conflicts after the lessons from the World War I. The league had failed to prevent the Second World War that realised massive casualty of soldiers and civilians (Jansson, 2012, p. 20). The United Nations The United Nations is an integrated network of international agreements, conventions and organisations that were formulated by United Nations. The UN was shaped in 1945 following the World War II. The UN system comprises of five organs, â€Å"the UN Security Council, The UN General Assembly, the UN economic and social council, the trusteeship council, the International court of Justice and the UN secretariat† (Jansson, 2012, p. 17). The five permanent members in the council include USA, China, Britain, France and the Soviet Union (Jansson, 2012, p. 17). The League of Nations (LoN) The League o f Nations was formed in 1919. It comprises of three organs that include the Assembly, the Council and the secretariat. Its goal was to oversee world peace by preventing the occurrence of wars (Jansson, 2012, p. 17). Similarities According to Gareau (2002, p. 44), the UN and the League had been founded after appalling world wars. They were both peace structures that aimed at realising permanent solutions for wars. The UN and the LoN were structured around large assemblies and small councils. The council members were mandated to use their collective effort to avert aggression. The councils averted the underlying differences between nations through dialogue and rationality (Gareau, 2002, p. 46). Pierce (2007, p. 12) contends that both UN and LoN promoted rational avenues such as courts, reconciliation and arbitration to thwart the likelihood of war between nations. Both international organs had permanent secretariats that were served by international civil servants. The civil servants did not answer to their national governments. Therefore, averting conflicts was the major goals of LoN and the UN because they were charged with the responsibility of maintaining overall international peace and security. Both organisations have historically relied on peaceful strategies for solutions to international disputes and have requested for punitive measures such as sanctions to the aggressor nations (Pierce, 2007, p. 22). In the LoN, the big powers exercised their influence in shaping its policies. Similarly, in the UN, the big powers of USA, Russia, Britain, China and France played a crucial role of directing the calendar activities (Daniel, 2008, p.30). Similarly, both are deliberate associations of sovereign states established to enhance cooperation among the members on specific political, fiscal and social arenas (Conforti, 2005, p. 34) They are both endowed with similar organisational appendages that include an assembly, council, fiscal and social bodies, trustee commi ttees, court and secretariat. In most instances, these organs were authorised to recommend rather than command (Page & Sonnenburg, 2003, p. 39). Both organisations relied on an assembly with universal membership where members enjoy equality of voting rights. They also instituted a council consisting of major super powers as members and a secretariat that is permanent and international in character. A secretary-general heads

Facility Hazard Analysis Assignment Example | Topics and Well Written Essays - 2000 words

Facility Hazard Analysis - Assignment Example As a hygienist I would recommend Acme International to improve their level of ventilation to avoid slow interference with the health of its workers and at the same time employ other forms of securing the health of their workers using various techniques (OBrien, 2011). The work area should be thoroughly ventilated with enough funds that pump out the chemical odor from the room, this is because these chemical odor when inhaled by the workers in the room they slowly react with oxygen hence after oxidation it becomes more hazardous and may lead to reduced breathing problems. That may later on reduce the work output since workers can never work correctly when their health is in bad condition. The same time the use of acetone on rags should also be avoided while cleaning the surfaces of the working bays. Acetone, when gets in contact with the skin, may lead mild irritation when it is inhaled it may lead to irritation of the throat and the nose and when is highly concentrated it may harm the nervous system. It also has a chronic effect since it can lead to the development of dermatitis a condition in which the skin cracks. The effects of Acetone can be controlled by properly storing, storage cupboard and shelves should be constructed which is out of rea ch of any child, the chemical in a cool and dry place away from any source of heat such as sunlight and electricity. During handling of this chemical, the employers should use the safety clothes such as veil and overall, which Acme International should provide for them to avoid contact with the skin, the containers containing this chemical should not be exposed to welding, not until all the traces of the products have been removed from the tanks, in the same areas where Acetone is found, smoking should not take place, hence posters containing warnings against smoking should be

Please ansewr questions Assignment Example | Topics and Well Written Essays - 1750 words

Please ansewr questions - Assignment Example from being burden to their parents, or churches or to the society and on the contrary contribute to the clothing and feeding of many thousands within the country. Fifthly it would help reduce the cost of maintaining the children aged 1 year and above. At the same time the gentlemen of fortune in the kingdom will enjoy the refined taste of meat while the money collected from the sale will circulate thereby encouraging growth and manufacturing. 2. The act of bringing up children for sale to the rich to be used as meals either in occasions like feasts is seen as vain, idle and visionary thoughts. The levying tax on the absentees at 5 shillings a pound, rejecting instruments and materials which encourage foreign luxury, being a bit cautious of selling the country and its conscience for nothing, Encouraging a spirit of honesty, industry and skill into shopkeepers who if it was resolved to vend items from local producers would merge and manipulate the price of commodities, keeping off animosity and factions such as killing each other every time a problem comes up, teaching landlord to observe patience with tenants, curing the expense of vanity, pride, gaming and idleness among the women. 3. The author decided to present himself this way to prove how bad things are usually carried out in the name of helping the poor by the rich people. How they abuse the poor to get comfort and luxury. They come up with schemes that have a negative effect at the end of the day while it is assumed to be of good and helpful. 4. The irony is seen where Swift shows how important he wants to make the children useful to the common wealth via starting a scheme to help them not undergo suffering after the age of one. It turns ironical because, the kids are fed to grow big faster and look healthy so that they can be sold to the wealthy families for meal and at good prices. He therefore says that the money collected will put the economy a step ahead. 5. The argument is seen logical as

Organizing Essay Example | Topics and Well Written Essays - 750 words

Organizing - Essay Example Organizational structure makes possible the application of the process of management and creates a framework of order and command through which the activities of the organization can be planned, organized, directed and controlled. The division will function best when members act not as individuals but as members of highly effective work groups. The new organizational structure of the division will be based on overlapping group membership with a linking- pin process by which the superior of one group is a subordinate member of the next group. The superior is, therefore, the linking-pin between a group of subordinates and the next authority level group. This process will arise from the interaction of people working within the division and the development of groups with their own relationships and norms of behavior, irrespective of those defined within the formal structure. This leads to a major distinction between formal and informal groups (Robbins, 2004). Mutual adjustment will help to realign individuals according to their professional and personal goals. It will involve the ability of specialists to adapt to each other in discovering the activities which need to be undertaken. Under mutual adjustment, control of the work will rest with the members of the division themselves and is achieved through the process of informal communication. The new order will be based on teamwork, but some formalization rapidly became necessary (Senior, 2001). Tasks and functions will be assigned according to professional skills and personal qualities of employees, their work expectations and level of expertise (defined on the basis of interviews and questionnaires). Teamwork will be the core of new structure based on compatibility of the members, permanence of group members and the nature of tasks. Also, production controllers will be replaced by production managers, so supervisors will be replaced by team leaders whose role is to help people achieve t heir goals and work as members of their own team. Teams will set up to identify the skills and attributes needed by team leaders and members in their new work environment. Steps to Manage the Transition The division will follow traditional process of change: I - unfreezing, II - intervening, and III - refreezing (Nickols, 2003). Unfreezing A special commission (5 employees) will be created which aim is to identify areas of improvements and find possible solutions. It is supposed that staff will take an active part in this process expressing hopes and expectations, identifying problems and areas of improvements. This strategy is aimed to overcome poor communication and create a positive climate in the division. A loan can be taken in order to update the line and increase production facility. If organizational funs are limited, employees can be asked to invest personal funds into this project (for instance a month pay which will be returned with an interest). Intervening The need to focus on quality in order to improve competitive edge, it will be necessary to invest in employee development, particularly via a new training centre with a training coordinator. Initial changes will be to do with breaking down functional barriers by setting up teams. The concept of internal customers and suppliers will be developed, and clear and interrelated targets will be set for all managers in the supply chain. Training will

Literature review Essay Example | Topics and Well Written Essays - 500 words - 2

Literature review - Essay Example [ Gà ¡bor Takà ¡cs,2005] The concept would be to use a well of dimension 400x400x400mm, with a compressor attached to it and fitted with a foot valve. The user would press the footvalve to start the flow in the shower when required. This way the device lift will be activated by a start action and the device will remain in the lowered state until activated. The canister would be placed inside a cylinder (cubicle in this case) of dimensions 400cm x 400cm x400cm.The cubicle would extend to a height of 10 feet and is closed from the top to increase the pressure in the cylinder.[Michael] In his book, Water wells and Pumps, Michael describes various devices to lift water from wells. He describes the reciprocating pump as a pump having a piston or plunger working in a close-fitted cylinder. The movement of the piston/plunger displaces the water in the well and through the outlet. Reciprocating pumps can be either lift pumps that are designed to lift water to the spout , generally at a height of 2’-3’ from the ground or force pumps that are designed to lift water to greater heights from wells .This principle is used in supplying water to overhead tanks in domestic water supply. Because the top of the cylinder is closed in a force pump, water can be pumped to higher levels. In a single acting plunger type pump, the pump body consisting of the cylinder and plunger attached to a valve is located at ground level. The plunger when moved up and down by the movement of the pump rod displaces air through the cylinder through the non return valve at the bottom. On the downward stroke, the bottom valve closes and water passes through a second non return valve in the plunger. On the next upward stroke, this water is forced out of the spout. In a deep well lift pump, the principle of drawing water is the same, though it is pushed to a greater height

Greenpeace Case Study Example | Topics and Well Written Essays - 1500 words

Greenpeace - Case Study Example In other words, Greenpeace has a reputation of an organization that is not afraid to take bold actions in order for the society to change its current perspective on the relationships with nature. In the case that will be examined in this paper one is able to see the following situation: Greenpeace has been a long proponent of switching from harmful substances that are used in refrigerators to those that are environmentally friendly. Finally, it was able to success in it by finding a company that would be willing to introduce the changes. This marked the transition from a conflict based approach of promoting environmental values to an approach that relied on cooperation and reasoning. Nowadays, Greenpeace is known to have promoted its environmentally friendly coolant almost all over the world, excluding the United States. However, there is hope that one day it may change since large companies are many certain steps towards it. To begin with, it may be rather useful to evaluate the tactics that was used by Greenpeace in the Greenfreeze campaign. First of all, one might mentioned that the organization in question tried to target the brand that directly interact with the consumers and, therefore, value their reputation. Indeed, this is a rather smart move since big industrial corporations never contact with people to whom they sell their product and they can hardly be influenced. On the other hand, big bands are willing to gain a competitive advantage by trying to attract their customers with the use of new environmentally friendly technologies (Kaufmann, 2014, p. 103). What is more important is that these brands are able to have a direct impact on the manufactures; so, by targeting them Greenpeace made a right choice. Another aspect of the strategy that should be mentioned is the fact that it promoted the technology worldwide by making sure that companies

Analysis of novels and their films Essay Example | Topics and Well Written Essays - 1750 words - 1

Analysis of novels and their films - Essay Example For example, Peter Shaffer’s Amadeus, the 1984 film directed by MiloÃ… ¡ Forman and adapted from Shaffer’s stage play, differs greatly from the original version of the story and the character development in the play and the film differs to the highest degree. The story of the movie and the film based loosely on the lives of two composers who lived in Vienna, Wolfgang Amadeus Mozart and Antonio Salieri, has significant variations between the film version and the play. Similarly, the character development in the movie and the play fluctuates hugely mainly due to the adaptation technique, and Shaffer’s further revisions of his text. In a reflective analysis of the changes that the character of Salieri undergoes on his way from stage to screen, it becomes evident that the director of such a film version of a literary piece often brings about drastic changes by reason of the adaptation techniques of the film. Thus, the screen Salieri is Shaffer’s final and most ingenious version of this dark and tragic character, the Oscar-winning F. Murray Abraham superbly casts this character. it has been maintained that the character of Salieri remains the motivating force at the core of the action in the film, although Mozart’s personality has been considerably expanded. Significantly, the changes made in the film can be comprehended as the logical continuation of the changes that Shaffer had already made between the London and New York productions of his play. â€Å"The most important of those changes was the removal of Salieri’s servant Greybig who played the part of the masked figure in place of Salieri.† (The characters in the play and the film) As Shaffer recognized that the presence of Greybig meant more disadvantages than benefits, changes were made in the film version Salieri himself replaces this character as the agent of destruction in the film. Therefore, there are several marked alterations made by the film version of the play which

The art history Essay Example | Topics and Well Written Essays - 1000 words

The art history - Essay Example Arts are revolving but language is also evolving. This means that it exists in different definitions. It depends on the understanding of an individual. At some point, it is seen as a therapeutically process. It could be with corrective or treatment aim that involves painting. The process can be satisfying or frustrating for an individual depending on a person’s interest. The end product is the part that will produce an exhibition of the art. Therefore it can be considered as the process of creating in a secondary manner. It still does nit change that it is a non verbal form of communication that aims at stating the objective or purpose. This type of art is defined to produce certain changes in the personality of an individual. Aesthetics is a form of art that is connected to contemporary arts. Contemporary arts describe painting to posses two definitions which could be rated as inspirational (aesthetic) of craft. This means that it is an inspiration to create something beautif ul. All this should be stated behind the mind of an artistic personality. The real definition of aesthetics reveals that it is a form of philosophy that deals with beauty, taste and art. Appreciation and creation of beauty should also come along in the definition for it to be complete. Scholars in the field define it as critical definition of art and beauty that comprises f nature and culture. Aesthetics can be traced back to pre-historic arts that were done in ancient arts. Since then, it underwent a slow revolution. as it is considered the philosophy of art. Most artists in this field believed that beauty is a factor that should be disclosed as an inner sense hence a subjective fact. William Hogarth believed that it consists of many attributes including fitness of some of its part into the design system. By the beginning of the 18thcentury, art had a totally different meaning. It revolved around pursuing a skill that was directed to the aim of creating taste or a clear production of what is considered beautiful. This is the first time that taste and beauty are mentioned in association with art. Artists like Francoise Bouncher were part of bringing out the taste and elegance in art. By the 19th century, art was aimed at pleasing with beauty as the major object. The relevance in this is that the idea in the art is the center for what is shown in the piece of art. Avant Garde was the brain behind the idea of skills exhibited by an artist. According to him, these skills were for the purpose of providing moral and

Different Research Methods Essay Example for Free

Different Research Methods Essay â€Å"When it comes to their health, workers always know best.† (Workers Health International Newsletter No. 42).† Analyse the different research methods that unions and workers use to identify ill health caused by work. Introduction The topic I have chosen to look into for this assignment will be â€Å"When it comes to their health, workers always know best.† (Workers Health International Newsletter No. 42).† Analyse the different research methods that unions and workers use to identify ill health caused by work. I have chosen to look into this subject to see what different research methods are out there and what kind of information we can gather from them. I will do this by analysing and evaluating each known method, and then establishing which is more suitable for my own workplace. I intend to be able to use some of these research methods on my members and in my workplace, to see if there are any potential hazards in the workplace. After trying out some of these research methods I will collate the data and if an issue is raised create a plan of action to eliminate the problem. I also intend to share my findings with my members and present this data at the next health and safety meeting. What types of research method is there? A simple research method would be to â€Å"look and listen† by this I mean observe your surroundings, listen to members concerns, check things like the accident book or has there been a number of claims? Another type of research can be to do comparisons between different things in the workplace for example does one area have more accidents then another or does an area have additional hazards compared to others. A really useful research method for trying to find out if there is a specific health problem with your work is body mapping. Body mapping is a way of identifying common patterns of health problems amongst workers in a particular workplace or doing the same job. Whilst it is not certain that any such common ailments are work-related, it highlights areas for further investigation. A similar technique is risk mapping/hazard mapping where instead of highlighting areas of pain on the body like a body map does this highlights risks on a map of the workplace. From this map you will be able to build up a clear picture of where the hazards lie in the workplace. One of the most popular types of research is to do a survey, this may be because there are lots of different ways you can do surveys and you can tailor them to be as specific as you want. You don’t even have to come up with the questionnaire yourself as there are a lot of pre made ones online which may fulfil your needs. Another research method is to examine records to see if you can find any anomalies or similarities in the data. Records can range from asbestos registers to pesticide passports. Pros and cons of research methods Body mapping One of the pros of body mapping is that it is a simple starting point to be able to identify health problems within the workforce. Another advantage is that it is very easy to set up, and very quick to be able to participate in, even those with disabilities and those who are not English speaking can partake, which should encourage people to take part. The results can be swiftly obtained, and are clear and easy to present to management. A strength of using this method is that it can raise health and safety awareness in the workplace, and then finally body mapping can be anonymous, hopefully encouraging more members to get involved. A weakness of the body mapping method is that it is only a starting point for investigation, and it is hard to pin down to work issues, and so you would need to follow it up with different research methods, for example: surveys and discussions to try and highlight what the hazard may be. A disadvantage is that all employees’ who have taken part would need to do the same job in order for the data to work or you have to do multiple body maps (the hazards may vary from job to job). Surveys One of the advantages of using the survey method is that it can be conveyed in multiple ways, such as email, internet, paper or post. This style of research makes it easy to target large populations of people. Another pro is that the survey can be as specific or general as you like, dependent upon the questions you wish to ask. You can ask open questions which will give you detailed responses, or closed questions which are quick to interpret data from and you will get fast results. By using this method you can repeatedly use the same survey over a period of time to assess any changes that may be taking place. A disadvantage of this method is that survey design often requires special skills from the researcher in sampling proper question design and analysis. Another weakness is open questions can create a lot of data which is time consuming to analyse and it may also put people off participating. Surveys might not be accessible to all members, such as foreign workers or people with disabilities. Another drawback is that it is difficult to get people to participate as it takes too much time to complete or they cannot be bothered. Risk mapping By using the risk mapping method, it can highlight to workers any potential hazards that they may be exposed to, and any physical, chemical or biological problems that might arise when doing the job. Workplace risk mapping is a technique where workers can get together to get these concerns down on paper. This approach takes the control away from experts like health and safety professionals, by using the knowledge of workers and acknowledging the essential contribution they make, and are developed from everyday experiences. Risk maps can be enhanced if the hazards are coded using colours or symbols, it may even be possible to match these codes to areas with body mapping results. An advantage of using this method is that it can allow workers to keep track of management’s activities to remedy the hazards the map has identified. A disadvantage of the risk mapping method is workers may lack interest in the process, and wish to ignore hazards in their work area, especially if they have been doing the job for a long time, not wishing to change from what they have been doing (they may be scared of change). A weakness can be seen to be employers not enforcing the findings of the risk mapping, therefore encouraging members to work unsafely. There could be an issue with members not wanting to take part due to a worry of pressure from management to ‘get the job done’. A weakness could be that if there is a lack of commitment from employers once issues have been highlighted, there could be a delay in the risk being removed or controlled. Conclusion and recommendations After analysing various types of research methods, it is clear that no method is perfect. It seems that depending upon the type of data required, this may determine which method is best to be rolled out. Even the possibility that one research method might not be enough to get all data required (the body mapping method may only be a starting point), and so more than one method may be suitable in certain cases. From analysing this data, when approaching the workforce it may be better to use more than one approach in order to accurately report potential risks to management. This approach will not only make the data more precise, but also make the case more conclusive. After looking into all the different research methods I intend to recommend that either the TU or the company, or both utilise some of the research methods, starting with body mapping and leading on from there to other techniques.

Market and situational analysis: Starbucks Coffee

Market and situational analysis: Starbucks Coffee Executive Summary Starbucks is a long history company in specialty coffee industry, established in 1971 Seattle Washington USA and traded in NASDAQ stock market since 1985 under the symbol SBUX, provided beverages e.g. high quality coffee, tea and light food items through company-owned and licensed stores in domestic market and international market all over the world with strongly focus in differentiate and innovation known by Starbucks experience together with Global Responsibility strategy; commitment to communities and employee satisfaction policy complemented in its business strategy (Starbucks, 2009). Starbucks is a fast growing company and played a major role as the leader in specialty coffee industry until in 2006 to 2007, the company growth was starting to declined and turned to negative growth since 2008. While the company was in the bad situation with the global economic crisis and forced by the strong competitors McDonalds and Dunkin Donut, Howard Schultz had return as CEO (MSNBC, 2008) a nd tried to transform Starbucks from the struggling period return to innovative and growth again (Howard, 2009). In this following report provides analysis of company mission, business strategy with Porters Generic Strategies (Michael, 1980), using Michael Porters five forces (Michael, 1979) to analyze specialty coffee industry, situation analysis with SWOT, Starbucks core competencies (C.K. Gary, 1990) and competitive advantage (Michael, 1996) examine by C.K. Prahalad Gary Hamel method and Michael Porter competitive advantage model. The report includes strategy recommendation by using TOWS matrix in conjunction with SWOT analysis and competitive advantage, and ending with Potential fallout. Company Mission To inspire and nurture the human spirit one person, one cup and one neighborhood at a time. (Starbucks, 2009) as Starbuckss recently mission statement. The company has the principles and concerns all stakeholders including their suppliers, employees which recognized as partners, customers, communities, shareholders and even environment. Starting from its products themselves (coffee bean, tea, cocoa), theyre passionate to find the finest sources, finest process of products with improving the quality of life of the farmers. With the feeling of partners, all employees treat with respect and pride, also the engagement with customers and sense of human connections by the friendly and warming stores atmosphere to earn their royalty and trust, responsibilities and contribution to communities and social, together with one of the important missions is environmental friendly these make them Starbucks as a leader for changes and new standards. (Starbucks, 2009) Business strategy According to Starbucks mission, their business strategy used is mainly on differentiation focus strategy (Michael, 1980), not the cost leadership strategy, which try to make the different, to be the leader and innovate new standard with their unique products and services that customer could perceived and valued better than others competitors which not easy to be copied or time needed (for some particular periods), as their named it Starbucks experience and with quite focus on particular target and market; customers whom share the same valued, required premium-level coffee, have spending ability; young urban professionals, teenage and trendy (Wikinvest, 2010) but not the pricing competition. Source: Generic Strategies Michael Porter (1980), http://www.marketingteacher.com Starbucks business strategy (differentiation focus) has been used in all processes and all stakeholders; starting from suppliers and farmers that Starbucks made the different in the way of finding the source of materials (e.g. coffee bean) at the origin places not from the secondary sources and the most significant is tried to improve farmers quality of life in the same time also got the good quality of coffee beans. Secondly, they treat the employees differently from the others whom they called partners that hope to make the different in the way of service-minded and relations. Another most important and differentiate point is the global/environment/community responsibilities as their shared value as mention by Howard Schultz, Starbucks CEO, said You dont do these things for recognition, you do these things because they are the right thing to do (Nancy, Marya, Katherine, 2008). Industry Structure As a different industry has different nature of business, competition or level of profitability (productivity and efficiency). So for better understanding in this coffee specialty industry, it could use a framework of Michael Porter, which influenced by the five forces (Michael, 1979). First, the industry competitors or rivalry among existing firms in the current situation is very high. There are a lot of coffee specially brands and stores offers in the market including independent, local or small-chain coffee house. They are also choose the variety of competition including lower pricing, products differentiate improvement (e.g. taste, technique or quality of services Caribou coffee) (Nancy et al., 2008), innovative channel or new distribution (e.g. through fast-food chain McDonalds, Dunkin Donut, digital media, social network Facebook). There are many factors that influenced the rivalry intensity of the industries such as increasing the numbers of specialty coffee stores, declined of market growth so the firms have to fight for market share or expand the market (Starbucks is also faced this factors) with the same demand or fewer buyer and crowding with new entrances (Pascal, 2009). Next, Threat of Substitutes; the substitute of the products from other industry that can cause by the economic situation or even some new concern issue, for example, health concern (Starbucks, 2009). In economic recession period, the spending and value of customers might be an important concern and with more alternatives they may choose to consume instant coffee at home instead of costly premium-quality coffee from the stores. Also with healthy concern, customer might switch to drink healthier beverage juice, milk or less/no caffeine drink such as tea, herbal tea. Third force, Bargaining power of buyer (Buyer power), in this specialty coffee industry customers are powerful because there a lot of alternative choice of stores or others type of beverages to choose with limited scope of market, as not everyone like to drink coffee. It is easy for customer to change from one product to another without difficulty so its also low switching cost; one may pass by McCafe nearby their working place and get a coffee with meal instead of walk a long way to Starbucks. Another is Bargaining power of supplier (Supplier power), that most of industry needs raw material, component, others supplies. In this case the most significant supplier for specialty coffeehouse is Coffee bean that is the main cost of the productions following by milk (Starbucks, 2009). And the premium or high-quality coffee bean usually from the specific places or proper agriculture areas so supplier power plays important role and has power in this industry so the one who understand and take these into account also can gain the advantage from the others competitor like Starbucks currently does. At last, new entrance (Barriers to entry) is the barrier or threat to enter to this specialty coffee market. When there are opportunities or increasing in the profit of an industry, we can expect to have new comer to take or those benefit. With the not too (quite low compare to some advance technical expert required industry) expensive start-up cost, it can be seen that this specialty coffee industry is easy to entry or low barrier to entry so for the ones existing in this industry have to concern and find a proper strategy to gain the advantage or create barrier for the new comer. Starbucks Situations and SWOT Analysis From the specialty coffee industry, it can be seen that this industry has high competition with low barrier for new entrants and customer switching cost to others brand or substitute product is low. So during the previous year Starbucks faced the struggling situation to growth that will explain in the following paragraph. From the study from Pascal (2009) found that the situation in which Starbucks revenue was rose slowly in 2008 and net profit fell significantly. The growth rate began to be negative the first time in 2008 since 1997. One of the reasons may come from the economy recession that reduced customer spending but in the same period some company such as McDonalds sale increased which can be assumed that customer finding for most value for the spending from the less income. Secondly, Starbuck strategy of fast store expanding especially in U.S. markets that almost every a corner in the big city had Starbuck store has to find more customer to keep up with new opened store. So in 2008 and Jan 2009, Starbuck had closed around 800 stores in U.S. and 100 stores internationally. Third, another reason was from increased rival in coffee-house business and new competitor from fast food chain restaurant; McDonald and Dunkins Donuts that have large number of stores and existing customers provided with var ieties value or economy meals and beverages. Even Starbucks tried to provide hot breakfast but finally had to stop by the customers complaint of smell detraction from coffee house environment. According to those situations, it could be use SWOT analysis to study the detail of Starbucks situation, challenges and opportunity to overcome those situations. At first, the Strengths, it can be seen that Starbucks has a strong brand name and good brand reputation (Nancy et al., 2008), Strong visionary leadership of currently CEO, Mr. Howard Schultz with experienced management team (Starbucks, 2009), Expertise and know-how in coffee house business, Well-training systems and engagement from partners (employees) and large number of distribution stores. Especially they have their own exclusive sources of coffee beans with experienced and expert team to prove the quality of materials in conjunction with researchers to improve the quality of coffee bean. In addition Starbucks has strong financial situation as can be seen from the cash flow and the increasing of dividend which will be paid in August this year (2010) (The New York Times, 2010). Secondly, the Weaknesses, Starbucks branded itself as a premium coffee for premium customers, trendy, young and teenage that limits the scope of the markets or loses the new potential customers (Wikinvest, 2010). Because of Starbucks has experienced management and has long term relation with the company, the loss of high level management can affect the current operation and strategy plan (Starbucks, 2009). Another point is that Starbucks is a fast-growing and successful company in the past decade so this make Starbucks complacent (Howard, 2009) making the company not creating new innovations in coffee business. Next weak point is that currently, there are higher turnover rate of partners (employees) that some caused by company restructuring and others by the heavier load in the stores, less connection or relation between managements and partners also causing by the fast expansion and the large number of partners (Nancy et al., 2008). Additional, Starbucks has high cost of productions especially for the coffee bean that normally 15% higher than the market price (Nancy et al., 2008) to maintain the business strategy which aim to improve quality of farmers or workers life- fair wages and research and development for the best quality of coffee beans. Furthermore, there is not too nimble to make decision and execution together with struggling in the business strategy so there are lacks of new distribution channels, partners and networks. Third, Opportunities: There is the growth trend of specialty coffee as the demand of more people drinking coffee and the trend of flavor to have a coffee at coffee house (Vending market watch, 2008). There are International market gap that still available to fulfill the demand of coffee drinking, especially in the emerging country like Russia, India and China (The Seattle Time, 2010). Another good sign is that the economic recession seems to be at the lowest point and starting to recovered (Jeremy, 2010). And with the new technology arrival, Starbucks can improve IT system from back-end processes that can provide faster and prà ©cising information helping management to react or make immediate decision to the market situations and competitors including using IT to improve the supply chain management, factory/warehouse automation or even the operation processes at the stores to improvement customer ordering process such as billing and information gathering to expand customers network and distribute information through digital media and social network like Facebook or iPhone Apple online store (Starbucks, 2009). Additional condition of the global warming and climate change situation has bring the social concern and that can make more reputations to the Starbucks as the leader in environment friendly which is one of their mission and business strategy. Forth, Threats: The economic crisis and recession change the way of consuming and spending of customers (Pascal, 2009) and also high rivalry in the coffee house industries in which the competitors can provide similar products and services with difference values and strategies like fast-food chain restaurant such as McDonalds and Dunkin Donut in addition with new entrances which have expertise of coffee brew or experienced barista in the local brand stores. Another threat is the new technology of automatic coffee machine that can provide similar quality or taste with cost competitive and convenience as the coffee house provided. One of the most important threat is the Demographic changes which the reduce of the growth rate in number of young and teenage compare the baby boomer ages that become more and more (Wikinvest, 2010) that are not Starbucks target market and not match with their strategy. The last threat may include the concern of the health of the people to drink coffee that h as caffeine, lots of sugar and fat and this issue can become the significant threat of customers switching to the substitute more healthy products. Core competencies and competitive advantage As the core competencies are the source of competitive advantage and they are lead to the development of products and services (C.K. Garry, 1990). Source: The Core Competence of the Corporation by C.K. Prahalad and Gary Hamel Starbuckss Core Competencies: From the diagram above, Starbucks uses one of its competency (e.g. expert and passionate to find the finest source of raw material) to build their core product (Coffee bean) that did not sale directly to the customers but they use it to create a large numbers of end products. It can be explored more detail of Starbucks core competencies such as: From Nancy et al. found, it can be seen that, Starbucks develop their own competency on the expertise of coffee bean selection that difficult for the competitor to copied by use their passion to find out the source of great coffee bean also with the mind of differentiate and innovation, they keep researching and developing the process to improve the way of agriculture and transfer the knowledge to the contracted farmers or worker with long-term relationship using the principle of fair wages and improving the quality of their life together with community engagement. Also with the knowledge and research development in roasting technology in their factory make them expertise in coffee bean roasting process as another competency, these make Starbucks own unique premium quality coffee beans as their first core product. From this point, Starbuck distribute this core product to different business to create varies end products; one of the business unit is Global Consumer Product Group (CPG) that responsible for the different products type of packaged coffee. Another business unit, foodservice, will distribute the coffee bean to Starbucks stores to make many type of coffee beverage drink; Cappuccino, Late, etc. (Starbucks, 2009) Additional competency that we can extract from Starbucks is their expertise in management and leadership with ethical to transfer and make all stakeholders shared the same values which include partner (employees), supplier, communities or public and customers. Some of the values are global responsibility, fair trade certified, environment friendly, engagement of partners with customer in personal level and engagement of the firm to communities. From this competency they got Starbucks brand itself as another core products. These core competency can be distribute to different business units and provide others the end products such as Starbucks coffee machine, Souvenir-Mug, Cup, Cap, T-shirt, etc. or even CDs, music and books in the name of Starbucks selections. And it can be seen that these kinds of the products also generate good revenues to the company. Starbucks competitive advantage These can be used Michael Porter Competitive advantage (Michael, 1996) to analyze Starbucks competitive advantage that he categorized into two type; Cost advantage and Differentiation. It can be seen that Starbucks position itself in differential advantage and use it as their business strategy to create competitive advantages. The detail explanation will be shown in following paragraph. Source: Competitive Advantage, Strategic Management from http://www.quickmba.com As diagram above, in order to develop competitive advantage the firm must to have resource and capabilities know to utilize the resource in efficiency way, in this case Starbucks has superior resources than others competitors as mentioned in their core competency, they have strong brand and firm reputation, knowledge or expertise in specialty coffee process and business including royalty and good networking in the value chain suppliers, licensed stores and customers that not easy or very few competitor and gain similar resources. With the capabilities to utilize or bring their products and services to the market faster than competitors, those make them has the distinctive competencies (QuickMBA, n.d.). Compare to a competitor like Caribou Coffee which has fewer resources fewer stores network (less than 5% of Starbucks) (Wikinvest, 2010) and less capabilities (slower expansion stores growth rate) to bring products or innovation to the market. While compared to the potential competitor such as McDonald that has good similar resources, brand reputation in food-services and with more stores networks than Starbucks but there still some resources (know-how of coffee brew and coffee bean) Starbucks has more superior than McDonald. Even McDonald has almost the same capabilities to use those resources but they choose to use cost advantage as their strategy that opposite with Starbucks. Combining with the value that Starbucks created in the value chain system (upstream value created with suppliers, social and downstream to customer) that perceived by the customer has overall more value and differentiate than McDonald. Strategy recommendations Currently, most of Starbucks strategy are tried to create differentiate and tried to use Blue Ocean Strategy with pursuit differentiation and cost advantage (low-cost) in the same time (W. Chan Renee, 2004). So from the SWOT (TOWS) analysis in section 5 above, strategy recommendation might be developed using TOWS Matrix (Heinz, n.d.) as Source: The TOWS Matrix A tool for Situation Analysis, Heinz Weihrich, University of San Francisco First, as the opportunities in the growth of coffee drinking markets, Starbucks could use their strength in Brand reputation to build more brand awareness to new potential customers by using various type of medias include digital media especially in social network that might increase stronger network and royalty, in which Starbucks currently does it (Willis, 2010) but these would cover only the target which customers involving in the social network such as teenage and young adult so they should expand more target market to ones who still use the traditional way of media including TV, Magazines or Sport or communities activities. Also create more social responsibility activities and interaction between customers and the company. Another opportunities is to fulfill in international market that compare to the current ratio of domestic stores in U.S. (11,128) and international stores (5,507) that only a half compare inly in U.S market (Starbucks, 2009). As their strength in knowledge and experience in Specialty Coffee industry, strong management training procedure and financial situation, they should focus more in international expansion, finding local experienced partner that understanding and knowledgeable in customers in that local market. Additional strategy recommended is using Maxi-Mini which utilize strengths to minimize threats is that, as they are strong in Brand, knowledge to find the own sources of coffee bean and strong financial position by using cost advantage strategy in this economic recession, Starbucks may create additional second brand which they are started to have another brand named Seattles Best Coffee (Starbucks, 2010) distribute to different channel such their new fast food chain partner, Burger King, to compete and try to get additional market share in this sectors also create a barrier for the new local coffee brew to entrance to this industry too. And as their strength in quality coffee bean, Starbucks may create more varieties products to serves new target market to minimize the change of demographic situation that more senior citizen or baby boomer ages that have different value and life style these products may include premium quality coffee bean packages and Starbucks automatic brew coffee machine which they can make their own high quality at home and new distribution channel (not only sell in Starbucks stores) such as discount stores to supply instant soluble coffee and packaged coffees bean, even Starbucks already had this kind of products such as VIA, TAZO (Starbuck, 2010) but in the target market and focus still so strong to aim at this population changed as were not easily see those products in currently situation. One more strategies to minimize the weakness by take advantage of the opportunities that are: first, even Starbucks has faced the drop in revenue growth during economic recession but there are opportunities for them to improve their business to be more productivity using new opportunities in new IT system technology that can help them to improve customer satisfaction in the process of the stores, ordering, billing and customer feedback also provide fast and precise information for manager to make decision such as additional partners (employees) in peak period or in crowded stores by those technology include semi-automatic coffee brew machine to reduce overload task of employee that can improve partners satisfaction and reduce turnover rate. Also free WIFI-internet available (Rick, 2010) for customer while waiting and crate new attraction for customers to spend frequently time at Starbucks. Another strategy recommends minimizing weakness and avoiding threat, which Starbucks has experienced and good management team as their strength also its the weakness of them if they are lost good management team, so to minimize this effect of management turnover, they have to make sure that they have prepared successors or executive trainees to be ready to take in charge. To minimize partners (employees) turn over caused by over loaded task at store, they have to improve employees satisfaction, proper workload, improved skilled by provide well-training course, valued creation and attractive benefits. In the same time, avoiding some threats such as customers health concerned by provide more choice in healthy options like Low-sugar, Sugar-free, low-fat, decaffeinate on beverages and snacks/meals. An another important threat is the changed in demographic of Higher number of seniors and reduced number of teenage or adults that can overcome by prepared additional or wider range of product s and services to match with their life style such as more healthy drinks- fruit juice, high-calcium milk product beverages and warm friendly (not too trendy) classical with senior facilities-easy accessible comfortable chair/table at stores. Potential fallout According to the suggestions and solutions in which some of them are using different business strategy and competitive strategy (Michael P., 1980); Differentiate and Cost advantage, in the same time and same industry may create conflict each other or create others issue (Constantinosc Daniel, 2010) or even bring the company to get stuck in the middle (Michael P., 1996) so Starbucks has to concern some of this consequence that could go wrong and make problems in the future such as: As the recommended strategy they might have more distribution channels (Stores, discount/convenience store, second brand Seattles best and fast-food chain restaurants), variety of products (In-store, Ready-to-Drink, Soluble, packaged bean and meals) and different type of international expansion (Starbucks own stores, Licensing and franchising). One issue that may occur is the Channel conflict which cause by the new way of provided products and services or over productions or product substitutions such as less consume at store increasing soluble and packaged coffee bean make at home might that may drop the demand of in the store and rising the coffee sale in discount store that harm some of channels. Increasing sale through fast-food chain restaurant such as Burger King and Subway (Carol, 2010) but reduce revenue from the Starbuckss own stores or even decreasing the partner (licensed/Franchise) relationship. More than that the recommendation strategy to make new innovation, differentiation by create more Social/global responsibility, research and development, suppliers and partner satisfaction and used of new technology as customer satisfaction are more costly to the production and with the concern of cost advantage for simultaneous use of differentiation and low cost (W.Chan Renee, 2004) to create more value to customer, efficiency and stretch all the resources are important and some of them may lose from this process that may damage brand reputation or even lost the value or culture of the company (Constantinos Daniel, 2010). At last, as the current situation in August, 2010 of Starbucks leading by Mr. Howard Schultz, it seems that Starbucks has got back into the track which has the positive growth in both sales and profits (The New York Times, 2010) and will have new innovation products and services launched in sooner days.