Speech Perception

WQuestion: Compose a report on Speech Perception. Answer: Presentation Discourse observation is the wonder through which the hints of various dialects are heard, comprehended, just as, deciphered. Discourse discernment is significant and fundamental to comprehend the language that is utilized in our day by day lives. At the point when some individual talks, there is variance noticeable all around pressure and the waves strike the people ears and in some perspective, the individual is fit for turning these sound waves to the important thought of what the other individual who is the speaker is stating about. Subsequently, the discourse observation is the most significant viewpoint that is utilized for the human correspondence. The center idea in regards to the discourse discernment is utilized to clarify the different instruments that are associated with the view of the words effectively notwithstanding the conflicting data that is given by the different discourse signals (Tvora-Vieira, Marino, Acharya, Rajan, 2015). The idea can be seen obviously by the way that the human can see around fifty phonemes in a single second in the language he/she is familiar, which demonstrates that the discourse can be seen with the stamped speed. Then again, on the off chance that the individual isn't familiar with any sort of language (for example, unknown dialect), the individual is fit for seeing around two third of the single phonemic every second. Be that as it may, there are different variables influencing discourse observation like recurrence selectivity, din discernment, power goals, fleeting goals, worldly combination, pitch recognition and recurrence separation, binaural hearing, dead districts, just as, maturing. In this paper, we will talk about different components that can influence the discourse observation in clamor for the individual who are experiencing moderate to extreme level of post-lingual cochlear hearing misfortune (Pisoni, 2000). Discourse discernment in clamor The formative qualities of the capacity to comprehend the discourse out of sight clamor can be ascribed to the wide scope of boosts. There are different components that can demonstrate the troubles experienced by the people when tuning in and understanding the discourse within the sight of commotion out of sight. Intellectual components, including consideration, memory, just as, weariness can likewise influence the view of the discourse during troublesome listening foundations, for example, in commotion (van de Vijver, 2009). In any case, hearing misfortune is likewise one of the variables that add to the trouble in seeing sound in the clamor, hence influencing the sound discernment by the person. Hearing misfortune is normal, and when it is extreme, it can truly influence and bargain the capacity of a person to comprehend the discourse, the discernment, and subsequently, the correspondence. Significant hearing misfortune can affect the communicated in dialects securing, just as, its turn of events, bargain the fulfillment of the instruction, and can influence the impression of the discourse in the troublesome listening foundations like in clamor (Kitterick Lucas, 2016). Hearing misfortune is the one-sided or reciprocal impedance of the consultation limit. The post-lingual hearing misfortune is the consultation weakness that has created or showed after the discourse has been created in the individual, i.e., normally after the age of six years old. Understanding the discourse needs both the anatomical, just as, useful trustworthiness of focal, just as, the fringe sound-related framework. In addition, it likewise requires the acoustically suitable setting in regards to the correspondence. Nonetheless, commotion may diminish the people likelihood of acoustic data that is accessible, and also, the clamor is the boundary that is available in practically the majority of the correspondence circumstances. Clamor impacts the comprehension of the discourse and henceforth, the discourse observation in each individual. This issue identified with the discourse observation in clamor is aggravated in the people with moderate to the minor hearing misfortune where di scourse, just as, commotion used to contend with one another simultaneously. Along these lines, influencing the view of the discourse in an individual (Bishop, Littman, Balko, Watson, Backous, 2003). There are different variables that can impact the sound recognition in the post-lingual cochlear hearing hindered person, which will be examined further. Recurrence selectivity: It is the capacity by which the individual is equipped for isolating or settling the various ghostly pinnacles of the various sounds in the intricate sound framework. Recurrence selectivity is straightforwardly connected with the transmission capacity, just as, the tuning of the sound-related channels. There is a great deal of variety saw in the recurrence selectivity of people having similar limits of the unadulterated tone. Thus, the capacity of the ear to separate or resolve the sound segments having various frequencies is the most significant piece of the discourse observation, just as, hearing when all is said in done. Be that as it may, in the people having moderate to serious post-lingual hearing misfortune, the recurrence settling capacity of the ear is undermined, thus, making them hard to distinguish, just as, weakening their capacity to decipher and comprehend the discourse. Along these lines, the foundation clamor is equipped for declining their ca pacity to see the sound properly as the ear is less ready to determine or isolate the diverse covering commotion ascribed to the clamor condition from the objective discourse (Most Adi-Bensaid, 2001). Uproar Perception: Hearing misfortune is the lessening in the view of the clamor or can be related with the diminished discourse comprehensibility or can bring about both the boundaries. The quantitative unit used to gauge tumult is known as decibel. The typical edge of hearing is from 0 to 10 decibels. Notwithstanding, hearing misfortune can affect the sound discernment ( i.e., incomplete or full loss of the unadulterated tone) or can affect the comprehension of the discourse, otherwise called, the separation misfortune. The summation of the clamor is lessened in the post-lingual cochlear hearing misfortune person. The post-lingual cochlear hearing weakness decreases the tumult, just as, mutilates the nature of sound. Subsequently, the natural commotion will meddle more in these cases when contrasted with the typical hearing individual with discourse recognition (Loebach, Pisoni, Svirsky, 2009). Force goals: It is the capacity of the person to distinguish the different changes in the power of various sounds or to analyze the distinctions in the power of the unique or separate sounds. In post-lingual cochlear hearing misfortune people, the power goals capacity is diminished when contrasted with the typical hearing people. Thus, when clamor is available out of sight, the discourse discernment will be troublesome in the cochlear hearing misfortune people because of diminished power goals and segregation of hints of various powers and frequencies (Kilman, Zekveld, Hallgren, Ronnberg, 2015). Transient Resolution: Temporal goals is the exactness of the estimation of the capacity of sound discernment concerning time. It is the capacity of the person to recognize different changes or holes in the various signals across time, just as, across and inside the diverse channel prompts. The transient goals is estimated with the assistance of three boundaries that are hole identification task, the pace of recuperation of the forward covering, and the TMTF. It has been seen that the people having post-lingual cochlear hearing misfortune have diminished execution the hole recognition when clamor is available, showing more trouble in following the fleeting structures identified with the sounds. Along these lines, having more trouble in discourse discernment in clamor. In addition, the poor TMTF results into the poor impression of the discourse in post-lingual cochlear hearing misfortune people (Jin Nelson, 2006). Fleeting coordination: It is the crucial procedure, which the mind completes for building intelligent percepts from the sequential of various tactile occasions. Deficiencies happening in the worldly preparing may affect the capacity of the person to comprehend the discourse, all the more conspicuously in the uproarious environmental factors. The improvement in the different sound-related limits by expanding the term of signs is less in the people experiencing cochlear hearing misfortune in contrast with those with ordinary hearing. Along these lines, the capacity of the ones sound-related framework to incorporate the necessary acoustic vitality in sounds with boisterous condition will in general seem diminished when there is nearness of the consultation misfortune, subsequently diminishing the sound view of those people in the uproarious condition (Heming Brown, 2005). Pitch discernment and recurrence segregation: Pitch is the subjective element of the way toward hearing that changes basically as the capacity of recurrence, or in different terms, it very well may be said that pitch can be characterized as the perceptual relate of the recurrence. While, the recurrence separation can be characterized as the capacity of the person to dependably comprehend or see that the two sounds that varies just their recurrence are unique. Notwithstanding, in individual having cochlear hearing misfortune, the capacity to separate between the recurrence is diminished. Henceforth, division of commotion from discourse is incredibly troublesome in the people having post-lingual hearing misfortune because of the different blunders in the investigation of the pitch discernment and recurrence segregation, which forestalls precise determination and thus, the discourse recognition from the boisterous condition (Oxenham, 2008). Binaural hearing: It alludes to the capacity of the person to incorporate the data got by the cerebrum from the two ears. Additionally, binaural hearing helps the capacity of a person to tune in the mind boggling and uproarious sound-related conditions, just as, to limit the various wellsprings of the sound. The benefit of the binaural hearing that o

Mp3S Friend Or Foe Essays - Digital Audio, File Sharing

Mp3'S: Friend Or Foe? MP3s : Friend or Foe? MP3s, a discovery in innovation or would they say they are simply one more bomb standing by to detonate on us? Some state they are acceptable while others contend that they are awful, yet horrendous to performers that need to make it to the top. MP3s are utilized broadly by adolescents on their home PC, typically wrongfully and are continually being compromised by the maker of the music. Billions of dollars are being lost because of the Internet fever of the MP3 innovation mostly on the grounds that nobody is purchasing the lawful music from record stores any longer, its like a style gone dead. Since the issue is out, Internet police are free as a bird to locate these illicit merchants of music and put them to a stop. At the point when all the smoke is cleared, it is obvious that the maker of music will have inevitable triumph over the clients in the MP3 fight. MPEG Audio Layer 3, which is the thing that this anarchic instigator of war document design is known as, yet to us it is a MP3 which is a piece of the MPEG-1 and MPEG-2 particulars which could be utilized for films. MP3s packs CD-quality sound by a factor of at least 12 while as yet giving an incredible top notch sound to it. A MP3 is presently turning out to be standard configuration for music like records, tapes, and CDs which are as of now being utilized, however to play MP3s a program is required like Winamp or Microsofts Windows Media Player. The MP3 has become the most generally utilized however informal document arrangement to encode computerized music for downloading off the Internet. The Internet is the core of the MP3, without it, this new configuration could never endure in light of the fact that the Net permits surfers to download melodies surprisingly fast without cost or lawful ramifications. This packed MP3 innovation is springing up wherever on the Internet. There is no music webpage that you can go to where a MP3 or some likeness thereof isn't being offered, simply sign on and download. Many individuals accept that MP3s are breaking copyrights and is a piece of online theft. Online theft is playing or downloading from the Internet tunes and verses without approval and without remunerating the specialists. Downloading even one melody without consent or pay is viewed as online robbery. Privateer chronicles are the unapproved duplications of copyrighted accounts, the bundling of the account, workmanship, name, title, sequencing, and so on are every one of the a piece of robbery. At the point when individuals download MP3s from the Internet, they neglect to perceive the copyrights that are set up on the grounds that they are written in text dimensions under 10pts or are skipped by the client. In spite of the fact that it is the shortcoming of designer of the webpage, the designer realizes that if individuals quit setting off to the website, cash quits being made so the designer must conceal all things that may impediment the client from leaving the site. The RIAA (Recor ding Industry Association of America) has two copyrights that apply to MP3s. 1. Copyright in melodic work That is, verses and melodic notes as theyre composed on paper. This copyright is regularly possessed by the lyricist or music distributer 2. Copyright in the sound account Which is a chronicle of an entertainer singing or playing the specific melody. This copyright is generally possessed by the record organization. In this manner the main legitimate approach to duplicate, download, transfer, a bit of music is to get authorization first which each client overlooks or doesnt even trouble. This the essential driver for the war of legitimate rights that goes on consistently on the grounds that free is acceptable right? Wrong! It isnt simply that individuals are taking music for nothing or that fanatics of each melodic taste have gone to the Internet to fulfill their requirement for music, this is on the grounds that a great many dollars are being lost regularly to the individuals that make the music all conceivable. The Canadian Recording Industry Association reports that there are around 80, 000 encroaching MP3 locales on the Internet and every one is hefting around at least 300 accounts , and that is simply checking plain MP3 destinations barring obscene locales with MP3s, Wares applications and game locales with MP3s

Blog Archive Thoughtfulness A Strategic Approach to the Job Search

Blog Archive Thoughtfulness A Strategic Approach to the Job Search In this new blog series, our mbaMission  Career Coaches  offer invaluable advice and industry-related news to help you actively manage your career. Topics include building your network, learning from mistakes and setbacks, perfecting your written communication, and mastering even the toughest interviews. To schedule a free half-hour consultation with one of our mbaMission Career Coaches,  click here. Given that many of you are heavily engaged in networking activities, we thought now would be a good time to remind you about a simple way to stand out in the crowd of job applicants: be thoughtful. Here are three ways you can demonstrate your thoughtfulness: Be thoughtful about how you approach your job search process and individual interactions with recruiters and employees.   Determine your list of target companies, identify potential networking contacts, and find opportunities to engage in conversation with these contacts. Think strategically about why you have selected these target companies and contacts. What about them makes you excited, and what connection do you have to these organizations and people? Show genuine curiosity. Be thoughtful in your conversations with networking contacts.   Recognize that many of your contacts will be talking with many other highly qualified and interested MBA students (or alumni). Show the contacts that you are truly interested in them, their careers, and their companies.   Talk about more than just work; get to know each contact more personally. Consider asking the contact about his/her weekend or experiences in business school, for example. Write down key details from your conversation so you can remember them and ask about them in subsequent conversations (e.g., inquire about the status of a specific project or the contact’s progress in training for a marathon). Focus on the person. When you are networking in a large group setting, do not look around the room; instead, look at the person with whom you are speaking. Do not focus so much on the questions you want to ask that you are ignoring the speaker’s insights. Offer your areas of expertise to help your contacts. Perhaps they have friends who want to apply to business school or are interested in the firm where you worked previously. Be thoughtful in your interviews. Remember to target your answers to help your interviewers visualize the contribution you will make to the organizationâ€"and not just how you will benefit from the role. Think about your relevance to your target employer. Identify what from your background is most important to them, and focus on that in your interview answers. Ask questions at the end of the interview to demonstrate that you have done your homework and are genuinely interested in both the firm and the interviewer. Send personalized thank you notes within 24 hours of the interview; email is acceptable. These thoughtful actions will help customize your job search approach and will (hopefully) yield stronger advocates within your target firms as well as more job offers! Have you been admitted to business school? If so, do you want to get a head start on defining your career goals? Do you need help preparing for job interviews or learning how to effectively network with your target employers? Or maybe you want to be a top performer in your current role but are unsure how to maximize your potential. Let an mbaMission Career Coach help via a  free 30-minute consultation! Share ThisTweet Career Advice

Key Legislation Governing Special Education - 819 Words

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The Six Senses Of Helping Others Essay - 709 Words

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Promote Equality and Inclusion in Health, Social Care or...

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Philosophy Free Term Papers, Book Reports,s, And Research Essay Example For Students

Philosophy Free Term Papers, Book Reports,s, And Research Essay Ethics can be defined broadly as a set of moral principles or values. Each of us has such a set of values, although we may or may not have clearly expressed them. It is common for people to differ in their moral principles and values and the relative importance they attach to them. These differences reflect life experiences, successes and failures, as well as the influences of parents, teachers, and friends. Ethical behavior is necessary for a society to function in a orderly manner. It can be argued that ethics is the glue that holds a society together. Philosophers, religious organizations, and other groups have defined in various ways ideal sets of moral principles and values. The following are different approaches, from ancient and modern traditions and philosophers, depicting their meaning and understanding of ethics and how it can be applied in ethical decision-making. Utilitarianism was founded by the British philosopher Jeremy Bentham toward the end of the 18th century. He be lieved that all human actions are motivated by a desire to obtain pleasure and avoid pain. The principle of utility expresses that actions were right if they tended to produce the greatest happiness for the greatest number of people. When faced with a moral dilemma, utilitarianism identifies right and wrong and also considers the consequences that may result. This can be regarded as an appropriate action, but offers no realistic way to gather necessary information to make the required decision. Confronting certain situations in life, there is no time to weigh all possible outcomes and decide the one that provides the greatest benefit to all; majority of predicaments allow just enough time for a person to act on impulse alone. To calculate the welfare of the people involved in or effected by any given situation, utilitarianism requires that all individuals be considered equally. Quantitative utilitarians would contemplate the pleasure and pain that would be caused and evaluate how bo th sides would be affected. Through this calculation of pleasures and pains, one could tell what was right or wrong. John Stuart Mill, also a British philosopher, modified and expanded on Bentham’s principles. Mill’s approach insists on qualitative utilitarianism, which requires that one consider not only the amount of pain or pleasure, but also the quality of such pain and pleasure. An utilitarian must consider both the consequences of an action and the good and evil that accompanies it. There are advantages and disadvantages in applying this approach to my own life. I know when I am faced with decisions I do find myself weighing all outcomes, what is right and wrong, and what consequences might result. For example, I encountered a dilemma at my summer job two years ago. I was an usher at a concert venue and I was faced with turning my friend’s nephew in for having marijuana on him. It was wrong for him to have the drugs with him but at the same time he would o f gotten into a lot of trouble. Could I do that to my friend? Could I not do anything at all? As I contemplated this problem, I did take the utilitarianism approach in trying to decide what would be the best thing to do to handle this. In the end I did turn him in to my boss, as not only was that my job, but if anything happen as a result of using the drugs I would feel responsible for not notifying someone. The disadvantage to this is that there is not enough necessary information available and there is no scale on which to weigh the various considerations. Granted he was only sentenced to community service, how did I know that he consequences could not have been worse, like being sent to jail. I could of decided to handle it myself instead of turning him into my boss. This approach helps in deciding between right and wrong but when it comes to what the consequences actually are and how everyone in the situation will be affected, there really is no way of knowing. The moral law, al ong with natural law, approach to ethical decision-making, views ethics as a set of rules that must be obeyed without any consideration of the consequences that will follow from doing so or not. It claims that it is impossible to measure right from wrong and prohibits the reliance on consequential calculations and use of any action that aims directly against good intentions. The works of philosophers Aquinas, Hobbes, and Kant coincide with these concepts. Thomas Aquinas, an Italian philosopher and Roman Catholic theologian, believed happiness to be found in the love of God. His conception on right and wrong came from the blending of Aristotle’s teachings and Christianity. His theory on the difference between right and wrong can be regarded by the use of reason and reflection on experience. Thomas Hobbes, an English philosopher, suggests that we are motivated by selfish self interests and because of that, we are better off living in a world of moral rules. Hobbes believes that these self interests are a way of saying that all of our actions are a product of our own beliefs, that people consider themselves to be better than anyone else other than God. Immanuel Kant’s, an German philosopher, ethical system is based on the belief that everything happens for a reason. Our actions, of any sort, are directed by reason. Whether we need to reach a specific outcome or resolution, we choose the action that will accomplish that task or whether that action is the only means necessary and then that particular action must be followed. .u76ca714586990411b77dcf2e84051a52 , .u76ca714586990411b77dcf2e84051a52 .postImageUrl , .u76ca714586990411b77dcf2e84051a52 .centered-text-area { min-height: 80px; position: relative; } .u76ca714586990411b77dcf2e84051a52 , .u76ca714586990411b77dcf2e84051a52:hover , .u76ca714586990411b77dcf2e84051a52:visited , .u76ca714586990411b77dcf2e84051a52:active { border:0!important; } .u76ca714586990411b77dcf2e84051a52 .clearfix:after { content: ""; display: table; clear: both; } .u76ca714586990411b77dcf2e84051a52 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u76ca714586990411b77dcf2e84051a52:active , .u76ca714586990411b77dcf2e84051a52:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u76ca714586990411b77dcf2e84051a52 .centered-text-area { width: 100%; position: relative ; } .u76ca714586990411b77dcf2e84051a52 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u76ca714586990411b77dcf2e84051a52 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u76ca714586990411b77dcf2e84051a52 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u76ca714586990411b77dcf2e84051a52:hover .ctaButton { background-color: #34495E!important; } .u76ca714586990411b77dcf2e84051a52 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u76ca714586990411b77dcf2e84051a52 .u76ca714586990411b77dcf2e84051a52-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u76ca714586990411b77dcf2e84051a52:after { content: ""; display: block; clear: both; } READ: Juvenile Delinquency and Society Essay I do not totally agree with this approach of moral and natural law. Having to always conform to certain set of rules without even thinking possible consequences and alternative approaches does not really appeal to me. I also believe that it is possible to measure what is right and wrong. It is based on our own beliefs and values that are instilled in each one of us that can answer this question. I always feel like I have the devil on one shoulder and the angel on the other. You always think of both circumstances, good and evil, and you as a person will decide what is morally and ethically appropriate for you. I don’t think relying on a specific set of rules and principles is the best way to handle dilemmas. I think it is a good framework and guidance to base your decision on, but to have to adhere to it on every decision I don’t agree on. For example, I am Catholic and ever since I went away to college certain aspects of my faith are I am starting to become against. My parents always follow the way of our Church and the values and principles that Catholics are suppose to obey. I tend to differ with them. We had this argument recently about topics that Catholics are for and against and my mother could not believe that I would go against them. Birth control and abortion was the main difference. She is totally against it in all situations. I disagree when it comes to rape or incest, I don’t feel a woman should have to go through the pregnancy in this specific situation. So this approach, having to rely on principles all the time and follow them accordingly to every situation does not agree with me. It is helpful to read about these different theories but I do not think it is necessary in decision-making. Reading about these approaches does make you think about how you as person handles certain situations and whether you can improve your process. However, this only happens when you are required to read and study about these theories. If I never took this class, I would never have known the difference between utilitarianism and moral law and which one applies to me and my decision making process. Therefore, it is not required to read and learn about different approaches in order to handle situations. Philosophy Essays

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Lucozade Essays

Lucozade Essays Lucozade Paper Lucozade Paper 1: Introduction This report will critically be discussing the marketing strategy, position and the marketing mix employed by LUCOZADE and the use of some principles. Therefore, the analysis will help to identify how brand is positioned in the energy drinks market and how company promotes its product. After analysing existing marketing strategies, recommended future strategies will be given to advice companies of where the brands are leading to and how they will get there. 1. 1 Company Introduction LUCOZADE A pharmacist in Newcastle formulated Lucozade in 1927. He formulated an easily digestible glucose drink that could help recovery from sickness by providing them with energy when they did not feel like eating food. In 1938 the brand was bought by Beecham and was distributed nationwide, soon becoming renowned across the country as a trusted symbol of recovery. However, by the 1970s there was a decreasing role for Lucozade in people’s lives as the general population began to grow healthier as the incidence of illness became less frequent. As a result, sales of Lucozade began to drop. An initial brand repositioning, which remained rooted in health and recovery, sought to position Lucozade as a healthy provider of energy to help people recover from the natural daily lulls in energy they might suffer during the day. It was in 1982 that the most significant and successful re-positioning took place. ‘Aids recovery’ was removed from the bottle and was replaced with ‘Replaces lost energy’. Lucozade became a brand that could provide energetic, busy and successful people with the energy they needed to perform to their full potential. In 1990 the Lucozade brand diversified further with the launch of Lucozade Sport, a range of isotonic sports drinks. In balance with your natural body fluids, the brand promised to ‘get to your thirst, fast’. More recently, Lucozade Sport Hydro Active was launched in 2003. 1. 2 Report Summary The objectives of this report for LUCOZADE are: 1. To show how Lucozade develops its marketing strategy and identify the principles and processes involved. 2. To describe the tools and techniques used to produce a strategic marketing plan and show clearly how these have been applied. 3. To investigate whether Lucozade used option generation and evaluation in developing the strategic marketing plan. 4. To develop and produce a written strategic marketing plan for Lucozade. Section 2: Red Bull’s Marketing Strategy The UK total cold drinks market is large and competitive, with many powerful and famous brands with large marketing budgets competing for share. As a result, the market can be an ever-evolving test for brands that wish to continue to grow in a category that is currently worth ? 3. 55 billion. Within the cold drinks market, increases in the soft drinks category have been slowing. However, growth has been driven considerably by the Energy drink sector, which was worth an estimated ? 940 million in 2006 and has grown +26% since 2003. (Source: Mintel Energy Stimulant drinks Market Report August 2006). The Energy drink category continues to grow at pace with brand extensions and new entrants to the market emerging every year. This represents both a challenge and an opportunity for the category’s leading brands. (Source: Nielsen value share data, MAT to December 27th 2006). Since its launch, Lucozade has been the market leader in the Energy drink category with just under 60% value share of the category. Key competitors include Red Bull and PowerAde with 27% and 4. 5% value share respectively. 2003 also witnessed the introduction of several Private Label sport and energy drink launches from the major grocers. The rest of the market is made up with a plethora of smaller brands, predominantly operating in the stimulant drinks sector, and distributed via the Impulse channel and the on-trade environment. | |Red Bull |Solstis |Lucozade Original Energy |Purdeys |Red Devil |Feelfine |Tesco Kick | |Average price |? . 96 |? 0. 90 |? 0. 75 |? 0. 70 |? 0. 90 |? 1. 09 |? 0. 48p | |Pack size |250ml |250ml |380ml |330ml |250ml |250ml |250ml | Section 3: Strategic Marketing Plan 3. 1 PEST Analysis of Red Bull |POLITICAL |If Government imposes health and safety restrictions on the amount of energy drinks that should| | |be consumed, it would affect the amount of energy drinks that are bought. | |If Government introduce import/export charges on the energy drinks market, it may increase/ | | |decrease the amount of energy drinks that are imported and exported. | |ECONOMIC |Inflation would increase the price of drinks and at the same time, consumers’ real disposable | | |income will reduce. Therefore, consumers are likely to buy less energy drinks, as they are not | | |necessities. |SOCIETAL |If company decides to launch its product in a new country, its costs may rise, as it will have | | |to produce different language labels. | | |As the population of youths increase, energy drinks companies may see an increase in the amount| | |of drinks sold. | |TECHNOLOGICAL |More hi-tech technology may enable companies to produce more drinks at a cheaper cost and at | | |the same time improving the quality of the packaging. | |Companies can use the Internet to help advertise and promote its products. It can also sell | | |large quantities of its product direct to its consumers. It is a new way to communicate with | | |consumers i. e. cheap and efficient market research method. | 3. 2 SWOT Analysis of Red Bull Strengths 1. Red Bull is a leader in the ever-growing niche market of energy drinks. 2. The brand has a strong footbold in major markets such as Germany and UK and more recently, (since 2002), the vast US market. 3. Red Bull has a distribution agreement with Cadbury Schweppes; this is positive for further international expansion of the brand. 4. Its network of international subsidiaries are well-developed and will aid the company to effectively move products throughout the globe. Weaknesses 1. Since Red Bull is a private company, it has very few sources to generate capital for international growth and internal expansion in comparison with its public competition. . Red Bull has a lack of diversification in its drinks, although it did release its sugar-free version in 2003. Hence, the company is ‘missing out’ on potential profits that exist in other soft-drink sub sectors. 3. Red Bull firm focus on energy drinks, and hence, if there were to be a drop in demand in the future, it would be left highly vulnerable. Opportunities 1. Red Bull is still quite a new pr oduct in the growing functional drinks market, which leaves a lot of room for development in major markets (eg: UK and US) 2. Expansion of Red Bull’s original line may help to strengthen its customer base (eg: as was seen with the release of Red Bull Sugarfree in 2003) 3. The development of a functional drink is a possibility. Since Red Bull is normally consumed before participation in a sporting event, the company could create an apre-sport, hydrating drink that also replenished vitamis and minerals lost from physical exertion. 4. Continuation of its tradition of entering new markets through the process of on-trade, has potential on an international level. Threats 1. Many ‘copycat’ energy drinks such as Mad Bull and Red Devil threaten to take brand share from Red Bull. Although the company has won most lawsuits, litigation is expensive and the damages remain undisclosed. 2. Red Bull’s sales are threatened by the continued into the drinks market by key drink players such as Coca-Cola with its Powerade brand. 3. Since Red Bull is high In caffeine content and stimulant taurine, it is subject to regulation such as warning labels on cans which the EU imposed in 2002. Furthermore, the drink has been subject to negative press. For example, in Ireland, It was linked to the death of a student (1999) and a murder case (2001). 4. Many small operators also act as a threat because they have a high ‘cool’ value amongst younger consumers with whom energy drinks are popular. 3. 3 Market Segmentation, Targeting and Positioning Here, the notions of market segmentation, targeting and positioning are key to the success of firms’ marketing efforts. Kotler and Armstrong (2004) provide a useful definition: â€Å"Dividing a market into distinct groups with distinct needs, characteristics, or behaviour who might require separate products or marketing mixes (239). Segmentation is important because firms cannot appeal to all customers at once, especially not with the same offering. Rather, firms need to design products and services that fit with particular groups of individuals. Firms can segment their market in a number of ways, including geographical, demographic, psychographic and behavioural segmentation. Kotler and Armstrong (2004: 239-244) provide useful definitions: Geographic segmentation: â€Å"Dividing a market into different geographical units such as nations, states, regions, countries, cities, or neighbourhoods†; Demographic segmentation: â€Å"Dividing the market into groups based on demographic variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality†; Psychographic segmentation: â€Å"Dividing a market into different groups based on social class, lifestyle, or personality characteristics†; and Behavioural segmentation: â€Å"Dividing a market into groups based on consumer knowledge, attitude, use, or response to a product. † Firms may also choose to segment a market using more than one mode of segmentation, such as geo-demographic segmentation. In order to segment a market effectively, the segment must be measurable, accessible, substantial, differentiable and actio nable. Once segmented, a firm should target specific segments. Kotler and Armstrong (2004) provide a useful definition: â€Å"The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter† (239). When firms evaluate the attractiveness of different market segments, they should examine its size and growth, structural attractiveness and the firm’s own objectives and resources. A large or fast growing market may not be the most attractive in the long-term or necessarily fit with the firm’s ability to take advantage of in the near-term. Structural factors, such as those discussed by Porter (1980) including barriers to entry and the intensity of rivalry amongst incumbents will also highlight the likelihood of a new entrant to appropriate existing rents. Ultimately, a firm must select those market segments that it wishes to target, which consist of groups of buyers with relatively homogenous needs or characteristics. The type of marketing strategy that should be employed will vary on the target market, but will broadly fit along four types described by Kotler and Armstrong (2004: 252-254): Undifferentiated (mass) marketing: â€Å"A market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer†; Differentiated (segmented) marketing: â€Å"A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each†; Concentrated (niche) marketing: â€Å"A market-coverage strategy in which a firm goes after a large share of one or a few segments or niches†; and Micromarketing: â€Å"The practice of tailoring products and marketing programs to the needs and wants of specific individuals and local customer groups – includes local marketing and individual marketing. † Choosing an appropriate target-marketing strategy will depend on a number of factors. A firm’s resources will determine its ability to serve a wide (or otherwise) market effectively, whilst product and market variability will dictate the need to differentiate the offering and the specific types of customers that may be attracted to its attributes. The placement of the product within the product life cycle will also have an impact, as will the marketing strategies of competitors. Once a firm has selected the segment(s) within which it wishes to compete, it must then choose a specific position within said segment(s) where it will distinguish itself (Kotler and Keller, 2006). This is known as market position (Kotler and Armstrong, 2004): â€Å"Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target customers† (239). The requirement of market positioning refers more broadly to the notion of competitive advantage. Porter (1985) argued that the purpose of strategic management was: â€Å"to establish a profitable and sustainable position against the forces that determine industry competition†. As such, firms should first identify the unique structure of their industry, in terms of the five forces – the threat of new entrants, the bargaining power of suppliers and buyers, the threat of substitute products and the intensity of rivalry amongst competing firms – that influence levels of competition. On this understanding, firms should then choose to compete on the basis of one of three generic strategic, whether that is overall cost leadership, differentiation or focus (Porter, 1980). Failure to do so will leave firms â€Å"stuck in the middle† (Porter, 1985: 16). The analysis of the firm’s value chain, which exposes its primary and support activities and their contribution to value added, helped the firm to identify the most appropriate generic strategy, as well as adapt its value chain accordingly to better suit the selected strategy and build competitive advantage (Porter, 1985). In this respect, marketers should seek to establish a unique selling point (USP) and strong value proposition that stresses the rationale for buying one firm’s products over another. 3. 4 Red Bull’s Segmentation, Targeting and Positioning Strategy ‘Red Bull gives you wings. This is Red Bull’s international slogan for its energy drink, a product which states not only to increase reaction speed and physical strength, but also to improve the concentration and alertness of consumers. Red Bull is a popular drink amonst men in particular, with its lar gest consumers consiting of athletes, students, and night-clubbers in need of a late night lift. However, the brand is marketed to ‘opinion leaders and hard-working people with active lifestyles’, as the company’s website claims. RED BULL with sugar: |Demographics |Men and women aged 16-29 | |Geographics |Mainly people who are situated in the city, as they are likely to be really busy and tired. Red Bull | | |seems to have a cooler in most bars and clubs in the city as well as in convenient stores. | |Psychographics |People who are tired / stressed and want to relax and have fun. | |Behavioural |Students and young professionals to boost energy during work long day at work. | RED BULL sugar-free: |Demographics |Women aged 16-29 | |Geographics |Mainly in the city where there are many young professional women. | |Psychographics |Drivers who are tired and need and increase in concentration. Women who want an energy boost but are | | |on a diet. |Behavioural |Women who own a car and use it often for long journeys or are always stuck in traffic after work. As | | |well as tired health | Red Bull is one of the dominant forces in the ? 940 million energy drink market. As of 2006, the market had grown 26% since 2004. *Lucozade holds a 60% market share. Its next biggest competitor is Red Bull, with 27% market share (Nielsen value share data, 2006). Lucozade was initially developed as a health recovery product. In the 1980’s it enjoyed a successful repositioning that made it one of the first products targeted at healthy adults who needed energy boost. Since that repositioning it has concentrated on building relationship based partnerships with sporting events, iconic athletes and cutting edge community happenings where it can emphasize its long company history, top notch science and consumer brand familiarity and fondness. Lucozade follows a strategy of brand product expansion. Its makers respond to, and in some ways, drive trends in sports, fitness and energy recovery. There always seems to be a new flavor or new product. These new product’s attributes mirror the changing values and needs of each target consumer. Advertising links the product with known characters that consumers can aspire to, or rely heavily on logical and educational information that emphasize the â€Å"smartness† of users. In contrast, Red Bull succeeds by remaining exactly the same. Consumers can choose with sugar or without. There is no other choice. Instead, Red Bull remains responsive to consumers by expanding the situations where using the product is appropriate. As founder Dietrich Mateschitz says â€Å"We don’t bring the product to the people, we bring people to the product. † Marketing messages are fast paced and quirky. They create lightly specific situations that consumers can relate to, such as driving fatigue, and link Red Bull to the situation as a solution. *Lucozade: Other energy drink brand Red Bull marketing maintains a sense of product mystique that makes consumers feel special, as if they’ve discovered something no one else knows about. Customers can relate to the experience they were having when they encountered the drink and they adjust their values to the attributes of the product. Section 4: Developing and Producing a Strategic Marketing Plan 4. 1 Effectiveness of the Current Plan |Product |Red Bull was launched 17 years ago in 1987. Since then, it has stayed focused on one product. One size. One | | |colour. One sticky, sweet taste. | | |However, in 2003 Red Bull launched a sugar-free version of its original drink. The ingredients are the same | | |apart from the elimination of glucose and sucrose. | | |Red Bull is produced from a number of key ingredients: taurine, glucuronolactone and caffeine. A combination | | |of these ingredients when consumed, should: | | |Increase physical endurance | | |Improve concentration and reaction speed | | |Improves vigilance | | |Stimulates metabolism. | | |Red Bull is packaged in a slim, sleek, silver can. It isn’t sold in a bottle and it doesn’t have script | | |lettering like Coke or Pepsi. This makes it different to other energy drinks. However, many competitors are | | |now launching products, which look incredibly similar to Red Bull. | |Price |Prices range from ? 0. 96 ? 1. 90. | |Promotion |Red Bull’s promotion campaign is sleek and small and original. Even its most profitable strategies have a | | |very low cost. | | |Red Bull has a very effective marketing force: student brand managers. They provide student representatives | | |with free cases of its energy drink and then encourage them to throw a party. By doing so, the good word | | |about Red Bull is spread quickly and cheaply. | |There have been rumours that Red Bull is unsafe for minors and that the drink was linked to the deaths of | | |various teenagers. France has banned the sale of Red Bull altogether. However, Red Bull remains a popular | | |brand and they say that the rumours add to the brand’s mystique. | | |Another way that Red Bull markets its drinks is through people who drive around in Mini’s and Beetle’s with a| | |giant Red Bull can on the back. They find people who need energy and give them a free can of Red Bull. This | | |is a way to introduce Red Bull to the masses. | | |Red Bull relies heavily on bars and nightclubs to help promote its product. Alternative sports have also | | |proven to be a successful product trial arena; the company underwrites a number of extreme sports | | |competitions. Events include the Red Bull Huckfest, a ski and snowboard freestyle competition held in January| | |in Utah; and the Red Bull ‘Flugtag’ (German for flying day), amateur pilots will create exotic flying | | |machines and attempt to soar off the pier. | | |Red Bull uses TV advertising as well, these all feature whimsical sketches of a mysterious Austrian artist. | | |These advertisements serve more to amuse rather than to educate or entice consumers. | Place |Cans of Red Bull and Red Bull Sugarfree are sold in over 100 countries and are mainly sold in retail outlets and | | |bars/clubs in the city. | It has been established previously that the Energy Drinks Market is competitive and continues to grow; there are numerous competitors who emerge each year. Because this market is so competitive, Red Bull need to adopt good quali ty marketing strategies. Red Bull is produced by a private firm, GlaxoSmithKline. Since Red Bull is a private company, it has very few resources to generate capital for new expansion projects in comparison with GlaxoSmithKline. Red Bull was launched in 1987, since its launch, Red Bull has developed rapidly and as a consequence, it has attracted many imitators. Despite these imitators, Red Bull has still maintained its market share. Red Bull has always been promoted with the advertising slogan of ‘Red Bull gives you wings’ and focuses on the stimulant properties of the drink. It hasn’t created new products or re-positioned from its original product. However, a sugar-free version of Red Bull was launched in 2003. This lack of diversification hasn’t affected the sales volume of Red Bull, but they may have missed out on potential profits that exist in other drinks sub-sectors. Red Bull is aimed at men and women who are aged between 16-29. It is targeted at those who are situated in the city as they are likely to be busy and tired after a long day at work. It is also aimed at students who go out to bars and clubs after a long day. Red Bull’s promotion mix: Internet Ambient media Red Bull is not sponsored by such organisations; however, it sponsors extreme sports events. Most of Red bull’s promotional activities revolve around sports, and in particular, ‘extreme sports’ which was sourced from the founder, Dietrich Mateschitz, who had a deep interest in snowboarding and skateboarding. These implications are very obvious on the company’s website which includes lists of the many athletes that consume red bull. Such sports include paragliding and surfing. The Red Bull ‘Flugtag’ proves to be a successful way of promoting its product. The ‘Flugtag’ is an opportunity for amateur pilots to create crazy flying machines and attempt to fly off the pier. This has proved to be very popular with many younger people and ties in with the fact that Red Bull has a very effective and low-cost marketing force: student brand managers. Red Bull doesn’t limit its activities to sporting events. It also focuses on promoting its products on school campuses where it pushes brand leaders to sell the product on site. An example of this is in Australia, where literature was handed out, claiming that Red Bull stimulates the brain cells, and therefore the capability to study. Although Red Bull is generally produced for consumption during or rior to times of physical or emotional strain, it also has a reputation of a mixer and hence, sponsors Red Bull Music Academy. Through these strategies, Red Bull can develop a relationship with its consumers and the events which they host provide a good opportunity for youngsters to experience new events and have fun. Even their television advertisements seem to humour the consumers rather than to promote Red Bull. However, because of its high content of caffeine, Red Bull remains in a niche market as it is unsuitable for children under 16, the elderly and pregnant women. 4. 2 Recommendations for Improvement After extensively analysing Red Bull I have come up with various ways in which Red Bull can maintain its market share within this competitive market. In the close future, Red Bull should maintain to develop its international scope, through entering new markets and increasing its strong grip in countries that it already exists in. The best markets at the moment would be markets where energy drinks are only beginning to takeoff (ie: Southern Europe), and not markets such as the UK, due to the ever-increasing pressure from rival drinks. In the US, the market where Red Bull has been gaining strength rapidly since its 1997 launch, space still remains for growth due to the fact that the brand was only available in half of all US convenience stores in 2002. Due to the ever-increasing popularity of energy drinks, the company’s client base also has room to expand and should continue to do so. However, the various lawsuits pursued by the company are indicative of trading difficulties, in particular, the protection of the Red Bull brand, and such difficulties are likely to continue. Red Bull’s 2003 release of sugar-free sub-brand does not appear to have boosted sales. However, despite the first ever variant in the Red Bull portfolio receiving a lukewarm reception, the company may try boosting sales with either another line extension, or even through the development of another brand entirely. Within functional drinks alone, the company has many unexplored avenues available to it, such as hydrating beverage for those fortified with vitamins and minerals. This could also be an advantage to Red Bull just in case the market for energy drinks decrease. In conclusion, strategies that manipulate the market share division are more appropriate to a mature product segment. As long as the energy drink total market grows, both companies should focus on solidifying their consumer base. After the growth of the product market itself stabilizes, than focus in marketing will change to emphasize product switching. Red Bull could develop a brand new product which it could market to its existing client base, but they would firstly have to undertake a lot of research to see whether the new product would be suitable.

Solutions of Slow Housekeeping Service in Palomar Hotel Research Paper - 1

Solutions of Slow Housekeeping Service in Palomar Hotel - Research Paper Example The researcher states that the nature of the problem requires that the staff offering housekeeping services obtain more training as a way of enhancing their effectiveness in the delivery of this service to customers. The training will equip the staff with the necessary skills needed to ensure service delivery is up to date. The upgrading of the Property Management Systems will also ensure that the failures in the hotel identified easily and countered before they lead to massive customer effects that would signal dissatisfaction that would lead to loss of customers. Through the implementation of these two solutions, the problem at Palomar Hotel proves easy to detect earlier and handle to maintain the level of service delivery. From the above, the thesis of the study is to develop the two solutions of staff training and improvement of Property Management Systems in order to address the problem of slow housekeeping services at the hotel. Through the thesis, the problem will become addre ssed and will help guide the company back into proper customer management aspects that will promote the service delivery and promote customer satisfaction. These are all detailed in the body of the work that follows. The different solutions as provided in the introduction are the provision of additional training for the staff that deals with housekeeping services and the upgrading of the Property Management Systems (PMS). Considering these aspects in relation to the customer comments that reflected the time taken for cleaning a room, the delays in response to customer calls and the delays in delivery of towels that indicated delays in responding to customer needs, the company needs to ensure the situation improves to avoid major effects in customer satisfaction. Additional training to the staff to provide more refresher information to guide them in responding to customer requests will improve the level of speed with which housekeeping services are conducted. Additional training will enable the employees to learn how to handle customer request and the response to give to ensure the customer feels attended to.

The basis of scientific research in pharmacy or biomedical sciences Essay

The basis of scientific research in pharmacy or biomedical sciences - Essay Example Specifically, the field of biomedical research is one of the sectors that have caused highest number of controversies and ethical issues due to its direct relation with human race and its environment. In the result, theorists and experts (Mepham, pp. 23-39, 2006) have come up with different approaches and methods to resolve issues in decision-making process related to ethical conflicts. In this regard, Ethical matrix (Mepham, pp. 23-39, 2006) is one of the analytical tools of applied ethics that enable individuals, organizations, etc to analyze and scrutinize any issue, in order to come up with a consensus based on ethical understandings. Analysis of ethical matrix has indicated that it has been very beneficial in the establishment of a basic structure needed especially in the field of biosciences and biomedical research. In particular, Ethical matrix resolves the issue by focusing on two components/categories: a set of principles and a list of agents/stakeholders. With the first cat egory of principles, Ethical matrix reemphasizes the significance of principles of morality that allows the decision-maker to come to a decision in an ethical manner. On the other hand, the other category gives value and importance to stakeholders and their opinions (Deane, pp. 51-57, 2009) regarding different biomedical or scientific procedures and processes that play a critical role in coming up with the most efficient ethical decision with the consensus of all the stakeholders. In order to understand the ethical matrix usable for human volunteers in biomedical research, it is essential to comprehend the first category in detail. In particular, ethical matrix has identified three principles that revolve around the notion of respect for â€Å"wellbeing, autonomy, and fairness† (Deane, pp. 62-68, 2009), which then integrate with second category of the matrix: interests of the stakeholders. Analysis has pointed out that few ethical theories have played crucial role in creation of the ethical matrix: â€Å"utilitarianism (wellbeing), deontology (autonomy), and utilitarianism-deontology (fairness)† (Deane, pp. 51-57, 2009). From this aspect of ethical matrix, one can observe pluralism of its theoretical framework that indicates the wide-ranging applicability of the ethical matrix that is one of the major reasons of significance of ethical matrix in biomedical sciences and scientific research. Now, the discussion will include an example of utilization of ethical matrix in one of the biomedical issues that will be efficient in its understanding in a broad manner. The issue is regarding an innovative research in the field of biomedical research that has indicated the possibility of implantation of a chip in all the citizens that will enable the healthcare organizations to record health history of individuals in their individual electronic chips in their bodies. This will eliminate need of all the paperwork, as healthcare provider will only be scanning chips to know about individual’s health and will then be uploading updated information after the treatment for future purposes. This innovative technology

Counter Terrorism Strategies in India

Counter Terrorism Strategies in India Freedom at the Helm: Strategic Framework for a Secure India Rebecca Sayres Abstract The three-day attack on Mumbai sought to undermine the liberty of India. Indians now stand more united than ever in protecting our way of life. In an effort to strengthen methods currently used to combat terrorists, a counterterrorism strategy has been implemented. The Strategy calls for additional anti-terrorism methods, organizational changes, as well as partnerships between the central and state governments. Citizens need to be vigilant and willing to work with their local government. India however cannot go this alone. The international community must act as partners to hinder recurring acts of violence by Pakistan-based extremists. Cumulatively, measures outlined in this Strategy make for a stronger India. Implementing a Strategy The objective of implementing a national counterterrorism strategy is to protect India, Indian citizens and Indian interests abroad as well as at home. The Strategy will serve as a blueprint of guiding principles, priorities, and direction for law enforcement, as well as government agencies. Those who were avidly against The Prevention of Terrorism Act (POTA) should be reassured that measures outlined in the Strategy will not encroach on the fundamental rights of Indian citizens. The government seeks to work with its citizens in promoting awareness of the evolving challenges of modern day terrorism. Together we can work to abolish those radical individuals who seek to harm our way of life. Pakistan-Based Islamic Extremist Groups Pakistan-based extremist groups pose the greatest threat to India’s national security. Specifically, groups Lashkar-e-Taiba (LeT) and Jaish-e-Mohammad (JeM) can be linked to numerous recurring acts of violence against India. In a coordinated effort in 2001, the groups launched an attack on the Indian Parliament House in New Delhi. The well-orchestrated Mumbai attacks in 2008 were also LeT linked (Rath, p.63-69). Violent jihadi terrorism strategically aims to damage India economically and stir up religious hatred between Hindus and Muslims. Due to this overwhelming threat, India will base its Strategy around countering the threat of Pakistan-based extremist groups through improved organizational structures within government agencies, and partnerships throughout the international community. Countering Threats Thwarting terroristic activities is complex; it requires diligent information gathering on individuals, objectives, capabilities, and planning. Domestically, counterterrorism encompasses many state and federal agencies. In regards to intelligence gathering, the Indian military, Central Bureau of Investigation (CBI), Research and Analysis Wing (RAW), as well as the Intelligence Bureau (IB) lead operations and analysis for detecting terrorist related activities under the central government (Gordon, p. 117-118). Police forces operate under the jurisdiction of state and Union territories to enforce laws, conduct criminal investigations, and respond to local threats (Gordon, p. 117-118). As counterterrorism measures enhance, interagency collaboration will be amplified in a sustainable fashion across all jurisdictions. Intelligence agencies have been successful in identifying potential terrorist attacks (Mahadevan, p.98). What we learned from the attack on Mumbai is agencies need to be able to act swiftly in a jointly coordinated effort to deny terrorists the means of carrying out their activities (Staniland, p.1). For that reason, an independent fusion center has been established to analyze and integrate intelligence relevant to national security collected by the military, CBI, RAW, and IB. Pertinent information will then be disseminated to those who need it at local levels. Agencies also have to be operationally sound. Police forces need capabilities to follow up on intelligence warnings. This requires proper manpower, weaponry, training, communications, and transportation facilities. These tools permit police forces to take preemptive measures while shortening response times (Staniland, p.1). In order to accommodate these needs, agencies will be appropriated additional funding to acquire the necessary assets for safeguarding national security. Inclusive of this funding is the Border Security Force (BSF), responsible for guarding India’s land borders (Matthews, 2011). Volatile areas like Jammu and Kashmir require additional security protocols to prevent terrorists from slipping through Indian entry points. Battlefield surveillance radars, long-range reconnaissance and observations systems will be added to the agencies arsenal (Matthews, 2011). Terrorists, smugglers, and pirates regularly threatened Indian coastline and regional waters (Matthews, 2011); therefore more emphasis will be placed on securing this area and reducing vulnerabilities. Protection of our seas is a priority; BSF will be provided additional vessels and surveillance mechanisms required for the coastline. Domestic Policy In the past, Indian officials have faced challenges reaching political consensus in countering terror. For the greater good of India, political leadership will place partisan matters aside in a joint effort to formulate timely policies to counter terrorism. In 2004, the Prevention of Terrorism Act (POTA) was repealed (Prevention of Terrorism Repeal Act, 2004). To indemnify, the Unlawful Activities Prevention Act (UAPA) was amended to further include crimes associated with terrorism (The Unlawful Activities (Prevention) Amendment Ordinance, 2004). In an effort to improve on legislation that was perceived as infringing on Indian liberties, national security was exposed to vulnerabilities. India now operates under new legislation that is aggressive on susceptibilities while safeguarding against misuse. Under UAPA confessions made before a police officer were not admissible as evidence (Toughing the Law, 2009). Now, committees have been put into place to asses each case individually and the admissibility of the confession in court. This ensures confessions are made within the parameters of Indian law, while allowing the government to utilize key evidence in cases relevant to terrorism. Additionally and similar to POTA (Toughing the Law, 2009), new law has established special courts for terror related cases. Cases involving terrorist activities, including fund raising and recruitment will be fast-tracked. Failing to expedite these cases constitutes a threat to the security and stability of the state. Extraordinary circumstances require extraordinary measures. There is a distinct difference between ordinary crime and terrorism. UAPA does not differentiate standards for bail between the common criminal and terrorists (Singh, p. 402). Therefore, bail provisions specific to activities related to terrorism have been passed into law. Bail is now set in a way which is proportional to the charges. The onus lies with the judge not to grant this privilege unless there is confidence that the accused is not guilty of terrorist related offenses. Toughening these laws ensure terrorists do not walk away free after being caught in the act. They will not however, deter an individual from committing atrocities. Terrorism has to be dealt with in the context of its growing threat to India. This starts with better governance. Elected officials at all levels must share the same objectives on terrorism. Partnerships between the central government, states, as well as Union territories are essential (Athana, p.15-16). Likewise, a partnership between the government and its people is imperative. This requires mutual trust and respect. Citizens cannot hesitate on reporting suspected terrorist activities to appropriate officials or law enforcement. Through these partnerships, we stand united in fighting violent extremist. International Cooperation India has one of the world’s highest levels of terrorist violence. In 2012, the Global Terrorism Index ranked India 4th among countries most affected by terrorism (Global Terror Index, 2012). Numerous attacks can be directly attributed to Pakistan-based extremists. The international community is well aware of the forces surrounding the tumultuous relationship between Pakistan and India. UN resolution 39 established the United Nations Commission for India and Pakistan (UNCIP) attempting to mediate on-going conflicts (General Assembly, 1948). As the UN has condoned Pakistan to continue to blatantly support and harbor terrorist activities, the resolution has lost relevance. Terrorism is not isolated to India, it is a global quandary. The international community is more interdependent than ever in countering these types of threats. The UN, along with allied nations must place additional pressure on Pakistan to further oblige its commitment on fighting terrorism. Rapprochement is unfeasible without the support of the international community. Pakistan must send the message that it will not export transnational terrorism by refusing to act aggressively against those who seek to commit heinous crimes against India. Furthermore, Pakistan must cooperate with the Indian government in extraditing those associated with crimes carried out on Indian soil. Bilateral peace discussions cannot resume until this occurs. The United States and India have held an amiable relationship. Following the 9/11 attack, India offered the U.S. unlimited support including the use of specific air bases (Fair, p. 76-77). Further, we have collaborated on counterterrorism endeavors. The Federal Bureau of Investigation worked diligently with Indian security services after Mumbai (Staniland, p. 3). India recognizes that the United States is deeply engaged with Pakistan in regards to aid and operations surrounding Afghanistan (Asthana, p.17). This empowers the U.S. to impose unrelenting pressure on Pakistan regarding transnational terrorism (Asthana, p.17). Additionally, the U.S. should continue assistance to Indian security forces. India could greatly benefit from increased anti-terrorism courses for police and domestic intelligence forces. Conclusion The 11/26 attack on Mumbai reaffirmed that transnational violence carried out by Pakistani extremist groups remains a leading threat to India’s national security. In addition, numerous terrorist attacks in recent years have been linked to the on-going conflicts in Jammu and Kashmir (Gordon, p.111). India is not immune from the dangers that both domestic and foreign terrorists pose. It is foreseeable that terrorists will continue to target Indian interests globally. The Strategy outlined will serve as a guide to counter those threats. As a society, we must continue to live our lives without forfeiting the liberties radical extremists seek to demolish. Terrorism cannot intimidate or bend the will of the people. Citations Asthana, Vandana. (2010, June 1). Cross-border terrorism in India: Counterterrorism strategies and challenges. Department of Government and International Affairs East Washington University, 1 June 2010. Retrieved from https://ideals.illinois.edu/bitstream/handle/2142/27703/CrossBorderTerrorisminIndiaCounterterrorismStrategiesandChallenges.pdf?sequence=2 Fair,C.C. (2004). The counterterror coalitions: Cooperation with Pakistan and India. Retrieved from Rand website: http://www.rand.org/content/dam/rand/pubs/monographs/2004/RAND_MG141.pdf General Assembly resolution 39, The rule of law at the national and international levels, S/654 (20 January 1948), Retrived from http://www.un.org/en/ga/search/view_doc.asp?symbol=s/res/39(1948) Global Terrorism Index: Capturing the Impact of Terrorism for the Past decade. (2012). Retrieved from Institute For Economics and Peace website: http://www.visionofhumanity.org/sites/default/files/2012_Global_Terrorism_Index_Report.pdf Gordon, S. (2008). Policing terrorism in India. Crime, Law Social Change, 50(1/2), 111-124. Mahadevan, P. (2012). The politics of counterterrorism in India: Strategic intelligence and national security in South Asia. London: I.B. Tauris. Mathews, N. (2011). Guarding Access. Defense Technology International, 5(1), 32. Parliament of India. (2004). PREVENTION OF TERRORISM (REPEAL) ACT 2004 (14). Retrieved from https://www.unodc.org/tldb/showDocument.do?documentUid=6920node=docscmd=addcountry=IND Parliament of India. (2004). The Unlawful Activities (Prevention) Amendment Ordinance, 2004. Retrieved from http://www.satp.org/satporgtp/countries/india/document/actandordinances/the_unlawful_activities__amendord2004.htm Rath, S. (2013). South Asia’s future security: The danger of terrorism from Pakistan. Social Research Reports, 2563-89. Singh,U.K. (2007). The state, democracy and anti-terror laws in India. New Delhi: Sage Publications. Toughing the Law. (2009, January 9). India Today Bureau. Retrieved from http://indiatoday.intoday.in/story/Toughening+the+law/1/24801.html