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

Promote equality and inclusion in health, social care or children’s and young people’s settings. 1.1 Explain what is meant by: †¢ Diversity - Each person is individual and unique - Encompass respect and acceptance - It is about understanding each other and moving beyond simple tolerance - â€Å"Differences between individuals and groups of people† Diversity is about respecting individual differences these can be: ethnicity, physical abilities, gender, age, religious, beliefs, sexual orientation, material status, politic, region, religion, disability. †¢ Inclusion - Inclusion is about taking action to remove barriers - Also involves eliminating discrimination - Inclusion promotes equality - It is the â€Å"process of identifying,†¦show more content†¦Ã¢â‚¬ ¢ Providing a childcare place, wherever possible, for children who may have learning difficulties and/or disabilities or are deemed disadvantaged according to their individuals circumstances and the nursery’s ability to provide the necessary standard of care. †¢ We support children in the acquisition of language. We ask parents to translate the words which are mainly use at home: mummy, daddy, teddy, dolly, dummy, blanket, bed, sleep, water, potty, toilet, up, down, garden, wash hands. †¢ Liaising with other settings to making sure that children have smooth transition. †¢ We provide play equipment and resources which are safe and where applicable †¢ We provide a sufficient quantity of equipment and resources for the number of children †¢ We select books, equipment and resources which promote continuity and progression, provide sufficient challenge and meet the needs and interests of all children †¢ We provide made, natural and recycled materials which are clean, in good condition and safe for children to use †¢ We provide furniture which are suitable for children and for adults †¢ We store and display resources and equipment whereShow MoreRelatedPromote Equality and Inclusion in Health, Social Care or Children’s and Young People’s Settings1918 Words   |  8 PagesCU1532 PROMOTE EQUALITY AND INCLUSION IN HEALTH, SOCIAL CARE OR CHILDREN’S AND YOUNG PEOPLE’S SETTINGS Understand the importance of diversity, equality and inclusion Explain what is meant by diversity; equality; inclusion Diversity can be defined in many different ways. What does it mean to us? Diversity is a commitment to recognizing and appreciating the variety of characteristics that make individuals unique in an atmosphere that promotes and celebrates individual and collectiveRead MoreUnit 4222-303 Promote Equality and Inclusion in Health, Social Care or Children’s and Young People’s Settings1578 Words   |  7 PagesUnit 4222-303 Promote equality and inclusion in health, social care or children’s and young people’s settings Outcome 1 Understand the importance of diversity, equality and inclusion 1. Explain what is meant by Diversity, Equality and Inclusion Equality Equality is the term for treating people fairly and offering the same chances, it’s not all about treating everyone in the same way, but recognising everyone is different, and they all have very different needs, but making sure they are metRead MoreUnit 4222-303 Promote equality and inclusion in health, social care or children’s and young people’s settings Outcome 1: Understand the importance of diversity, equality and inclusion1112 Words   |  5 PagesUnit 4222-303 Promote equality and inclusion in health, social care or children’s and young people’s settings Outcome 1: Understand the importance of diversity, equality and inclusion 1. Explain what is meant by: Diversity – In the literal sense the word ‘diversity’ means different. Through diversity we recognise the uniqueness of the individual and value these differences. Diversity can consist of factors which include personal characteristics such as background, culture, personality and work-styleRead MoreNvq Level 3 Essay779 Words   |  4 PagesPromote Equality and Inclusion in Health, Social care or Children’s and Young People’s settings 1.1 Explain what is meant by * Diversity * Equality * Inclusion Diversity basically means difference. Diversity is about understanding that everyone has things in common but also that everyone is different. Diversity is about embracing those differences because if everything and everyone was the same then life would be boaring. Some examples of diversity are listed below: Read MoreEssay about Unit 53 Equality and Inclusion1425 Words   |  6 Pages UNIT 053- PROMOTE EQUALITY AND INCLUSION IN HEALTH, SOCIAL OR CHILDREN’S AND YOUNG PEOPLE’S SETTINGS 1.1 Diversity- Two definitions of Diversity are: Diversity- acknowledgement of and respect for their individuality. Diversity- celebrating differences and valuing everyone. By respecting visible and invisible differences everyone can feel valued for their contribution, beneficial for both the individual and the setting. Equality- Two definitions of Equality are: Equality- equal opportunitiesRead MoreCu1532/Shc 33: Promote Equality and Inclusion in Health, Social918 Words   |  4 PagesCU1532/SHC 33: Promote equality and inclusion in health, social care or children’s and young people’s settings 1.1. Explain what is meant by: ï‚ · diversity - It means that we are all different from each other. Whether it is our gender, height, weight, ethnic background, religion, beliefs, our personalities, disabilities or sexuality. ï‚ · equality – It means that regardless of our race, gender, or sexuality, everyone should be treated as equal and given the same opportunities to achieve theirRead MorePromote Equality and Inclusion in Health, Social Care or Children’s and Young People’s1094 Words   |  5 PagesPromote Equality and inclusion in Health, Social care or Children’s and Young People’s Settings (SHC33) Outcome 1 : Understand the importance of diversity. Equality and inclusion 1. Explain what is meant by: Diveristy, Equality and Inclusion †¢ Diversity is about acknowledging your prejudices, allowing people to be different and respecting these differences. It is also about challenging others if necessary and speaking up for the individuals you support when they cannot speak up forRead MoreSch 33 Equality and Inclusion in Health Essay1552 Words   |  7 PagesSHC 33 Promote Equality and Inclusion in Health, Social Care or Children’s and Young People’s Settings 1. Explain what is meant by: Diversity Equality Inclusion Mean by Diversity the differences between individuals and groups in society arising from gender, ethnic origins, social, cultural or religious background, family structure, disabilities, sexuality and appearance. Our society is made up of people with a wide range of characteristics. Where people vary in a multitude of ways, includingRead MoreLevel 3 Diploma In Health And Social Care Docx Assignment Brief1808 Words   |  8 Pagesï » ¿ Level 3 Diploma in Health and Social Care (Adults) for England (QCF) All Mandatory Units Knowledge and Performance Criteria Unit 1: Promote Communication in Health, Social Care or Children’s and Young People’s Settings Unit code: SHC 31 1.1 Identify the different reasons people communicate 1.2 Explain how communication affects relationships in the work setting 2.1 Demonstrate how to establish the communication and language needs, wishes and preferences of individuals 2.2 DescribeRead MoreEssay about Inclusion in Practice730 Words   |  3 Pages(M/601/4070) Promote equality, diversity and inclusion in work with children and young people 3.1 Explain what is meant by inclusion and inclusive practice 3.2 Identify barriers to children and young people’s participation Inclusive practice is a process of identifying, understanding and breaking down barriers to participation and belonging. Inclusion is about ensuring that children and young people, whatever their background or situation, are able to participate fully in all aspects of the Promote Equality and Inclusion in Health, Social Care or... Promote Equality and Inclusion in health, social care or children and young people’s settings What is meant by Equality, Inclusion and Diversity? Equality: Equality of opportunity, giving each person opportunities which are equal to others in society regardless of race, gender or disability. Inclusion: A process of identifying, understanding and breaking down barriers to participation and belonging. Diversity: A wide range of characteristics and backgrounds, including social and cultural backgrounds, different religions, colours of skin, hair types and disabilities. Such diversity contributes to the strength of a community. Describe Potential effects of discrimination. Discrimination can affect people on a physical,†¦show more content†¦Please see appendix A Summarise the following act: ‘The Equality Act 2010’ The Equality Act 2010 brings together previous anti-discrimination laws with a single act making the law easier to understand and more efficient to implement. The Act bans unfair treatment and helps achieve equal opportunities in the work place and in wider society. Describe how to challenge discrimination in a way that promotes change? †¢ Having an array of toys that promote diversity that the children are not used to being exposed to. †¢ Having taster sessions of foods from around the world. †¢ Inviting parents in to the setting to talk about their religion, culture, the language that they speak. †¢ Having a dress up day in which children are invited to dress up in clothes from different countries. †¢ Observing children’s behaviour and attitudes to others in the setting and challenging discrimination through carefully thought out activities. Activities should involve a person’s emotional feelings towards being discriminated against. Using ‘how would you feel activities if†¦Ã¢â‚¬â„¢. Scenario: A child will not hold hands with another child who is of African heritage stating, ‘I want them to wash the black from their hands first’. A member of staff should intervene explaining that people from around the world have different types of hair and colours of skin, this is what makes us all so special. We all have ourShow MoreRelatedPromote Equality and Inclusion in Health, Social Care or Children’s and Young People’s Settings.620 Words   |  3 PagesPromote equality and inclusion in health, social care or children’s and young people’s settings. 1.1 Explain what is meant by: †¢ Diversity - Each person is individual and unique - Encompass respect and acceptance - It is about understanding each other and moving beyond simple tolerance - â€Å"Differences between individuals and groups of people† Diversity is about respecting individual differences these can be: ethnicity, physical abilities, gender, age, religious, beliefs, sexual orientationRead MoreEssay about Unit 53 Equality and Inclusion1425 Words   |  6 Pages UNIT 053- PROMOTE EQUALITY AND INCLUSION IN HEALTH, SOCIAL OR CHILDREN’S AND YOUNG PEOPLE’S SETTINGS 1.1 Diversity- Two definitions of Diversity are: Diversity- acknowledgement of and respect for their individuality. Diversity- celebrating differences and valuing everyone. By respecting visible and invisible differences everyone can feel valued for their contribution, beneficial for both the individual and the setting. Equality- Two definitions of Equality are: Equality- equal opportunitiesRead MoreChampion equality, diversity and inclusion1712 Words   |  7 PagesChampion equality, diversity and inclusion          1.1 Explain the models of practice that underpin equality, diversity and inclusion in own area of responsibility. Equality is to treat all as individuals; to respect race, disability, age, gender, religion, beliefs ,culture and sexual orientation. For all to be open to opportunities, to be treated fairly and respectfully, have rights and equal status in society and for all to reach their full potential. Diversity is to value that we are all uniqueRead MoreCu1532/Shc 33: Promote Equality and Inclusion in Health, Social918 Words   |  4 PagesCU1532/SHC 33: Promote equality and inclusion in health, social care or children’s and young people’s settings 1.1. Explain what is meant by: ï‚ · diversity - It means that we are all different from each other. Whether it is our gender, height, weight, ethnic background, religion, beliefs, our personalities, disabilities or sexuality. ï‚ · equality – It means that regardless of our race, gender, or sexuality, everyone should be treated as equal and given the same opportunities to achieve theirRead MoreSch 33 Equality and Inclusion in Health Essay1552 Words   |  7 PagesSHC 33 Promote Equality and Inclusion in Health, Social Care or Children’s and Young People’s Settings 1. Explain what is meant by: Diversity Equality Inclusion Mean by Diversity the differences between individuals and groups in society arising from gender, ethnic origins, social, cultural or religious background, family structure, disabilities, sexuality and appearance. Our society is made up of people with a wide range of characteristics. Where people vary in a multitude of ways, includingRead MoreTDA 3.2 organisation in schools Essay3183 Words   |  13 PagesCommunication and professional relationships with children, young people and adults Knowledge skill 3 2 2 A/601/3326 TDA 3.2 Schools as organisations Knowledge 3 3 3 F/601/4073 TDA 3.3 Support learning activities Knowledge skill 3 4 4 A/601/4069 TDA 3.4 Promote children and young people’s positive behaviour Knowledge skill 3 3 5 H/601/4065 TDA 3.5 Develop professional relationships with children, young people and adults Knowledge skill 3 Read MoreEssay about Inclusion in Practice730 Words   |  3 Pages(M/601/4070) Promote equality, diversity and inclusion in work with children and young people 3.1 Explain what is meant by inclusion and inclusive practice 3.2 Identify barriers to children and young people’s participation Inclusive practice is a process of identifying, understanding and breaking down barriers to participation and belonging. Inclusion is about ensuring that children and young people, whatever their background or situation, are able to participate fully in all aspects of theRead MoreManagement and Manager Induction Standards9580 Words   |  39 Pagesadult social care, including those managing their own support workers 2012 ‘Refreshed’ web edition, with guidance and certificate we help employers to manage their workforces Contents Introduction Core standards 1 2 3 4 5 6 7 8 Governance and accountability Systems and processes to promote communication Partnership working and relationships Using person-centred practice to achieve positive outcomes Team leadership and management Managing resources Equality, diversity and inclusion SafeguardingRead MoreTDA 3.61678 Words   |  7 PagesUnit 306 Promote equality, diversity and inclusion in work with children and young people Outcome 1 Promote equality and diversity in work with children and young people 1.1 Identify the current legislation and codes of practice relevant to the promotion of equality and valuing of diversity The education act is based towards the school responsibilities towards children with special educational needs. It means schools must provide resources, equipment and extra support to meet the needsRead MoreLearning and Social Care Essay examples30870 Words   |  124 PagesCACHE Qualification Specification CACHE Level 3 Diploma for the Children and Young People’s Workforce (QCF) CACHE Level 3 Diploma for the Children and Young People’s Workforce (QCF) CACHE  © Copyright 2011 All rights reserved worldwide.    Reproduction by approved CACHE centres is permissible for internal use under the following conditions: CACHE has provided this Qualification Specification in Microsoft Word format to enable its Centres to use its content more flexibly within their own

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