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

Examination of Puritan Philosophy in Bradfords On Plymouth Plantation :: essays research papers

Examination of Puritan Philosophy in Bradford's "On Plymouth Plantation"   Ã‚  Ã‚  Ã‚  Ã‚  The Puritan people first came to the New World to escape the religious persecution that hounded Non-Anglicans in England. They established the Plymouth Colony in 1620, in what is now Massachusetts. The colony was a reflection of the Puritans' beliefs. These beliefs, along with the experience of establishing a colony in "the middle of nowhere", affected the writings of all who were involved with the colony. In this writing, the Puritan philosophy behind William Bradford's "Of Plymouth Plantation" will be revealed. Some factors that will be considered include: how Puritan beliefs affect William Bradford's interpretation of events, the representation of Puritan theology in the above mentioned text, and how Puritanism forms the basis for Bradford's motivation in writing.   Ã‚  Ã‚  Ã‚  Ã‚  In Bradford's text, there are numerous instances in which his beliefs affect his interpretation of what happens. In Chapter IX (nine) of "Of Plymouth Plantation", entitled "Of Their Voyage†¦" , he tells of a sailor "..of a lusty, able body.." who "would always be condemning the poor people in their sickness and cursing them daily†¦.he didn't let to tell them that he hoped to help cast half of them overboard before they came to their journey's end". But, "it pleased God before they came half-seas over, to smite this young man with a grievous disease, of which he died in a desperate manner, and so was himself the first that was thrown overboard". Bradford believes that the sailor died because God was punishing him. According to Bradford, the sailor's cursing, and mistreatment of the other passengers displeased God, so God punished him accordingly. In the same chapter, Bradford tells of another ship passenger named John Howland. At one point in the trip, the Mayflower came upon a violent storm. The winds of the storm were so fierce, and the seas were so high, that all the sailors and passengers had to "hull for divers days together". During this storm, a young man named John Howland was thrown into the sea, and as Bradford tells us, "it pleased God that he caught hold of the topsail halyards which hung overboard and ran out at length". Howland caught hold of a rope, and "though he was sundry fathoms under water", he held on until he was hauled up. Bradford reasons that the man was saved because he was blessed by God. He goes on to say that he "became a profitable member in both church and state, implying that John Howland was one of the so called "Puritan Saints". To the Puritans, Saints were people whom God was to save, so these people received God's blessings, and

Literature Review of Finite Impulse Response Filters

Literature studychapter 3 LiteratureSurveyPaper 1:Filter Structures For FIR Filters[ 1 ] In this paper Florian Achleitner et Al. had discuss FIR digital i ¬?lters, which can be designed in several different ways and construct with different basic constructions. This papers considers some constructions and their calculation complexness, every bit good as the quantisation effects. Furthermore some designing methods are introduced and the advantages and disadvantages are analyzed. FIR-i ¬?lters can be designed and implemented in many different ways and constructions. Each has it’s advantages and disadvantages refering several points of position. In pattern it will be suited to take the construction and planing method oblique by the country of application and the i ¬?lter specii ¬?cations. If computational cost is the chief standards, we recommend the Direct Form, as it is simple, has low computational cost and no existent disadvantages.Paper 2:Design And Implementation Of An Optimized FIR Filter For If Gps Signal Simulator[ 2 ] This paper presents the design and execution of a forty-order FIR filter for IF GPS signal simulator with three algorithms: multiply and accumulate ( MAC ) , add-and-shift strategy with CSD encoding ( CSD ) , new common sub-expression riddance ( CSE ) . Each strategy is analyzed in item including design and optimisation procedure to happen the best 1 with the least hardware resource and power ingestion. The FIR filter is coded in Verilog HDL, and so implemented utilizing Xilinx Virtex5 FPGA and Design Complier based on SMIC 0.18um engineering. FPGA execution consequence shows that CSE consumes the least entire occupied piece, with 63 % and 20 % decrease compared with MAC and CSD. The execution of CSE in ASIC besides proves 66 % and 13 % decrease in entire bit country, every bit good as 36 % and 6 % dynamic power decrease compared with MAC and CSD severally. Figure 3.1 Converse signifier of FIR filter[ 2 ] Figure 3.2 Implementation construction of FIR filter[ 2 ] This paper design FIR filter utilizing converse signifier as shown in figure below which is more suited for long length coefficients and besides saves figure of registries. Besides this paper designs FIR filter utilizing symmetrical signifier construction of FIR filter by taking advantage of symmetrical coefficients and saves figure of multipliers in the design. 3.3 PAPER 3: Fixed-Point FIR Filter Design And Implementation In The Expand In Sub-Expression Space[ 3 ] In This paper Chia-Yu Yao and Chung-Lin Sha had presented a method of uniting the design and the execution of fixed-point FIR filter coefficients into one design flow. The proposed method designs the fixed-point coefficients in an spread outing sub-expression infinite. During the design procedure, the execution cost is estimated as good and it is fed back to the design modus operandi such that the algorithm can redesign the fixed-point coefficients iteratively. Design examples show that, in many instances, we can obtain better hardware-cost- effectual FIR filters than the consequences reported by other research workers. Figure 3.3 Example of common sub look riddance[ 3 ] In this paper, they suggest an improved fixed-point coefficient design procedure that considers the execution complexness at the first phase of the design stage. The architecture they assume in this paper is the converse signifier symmetrical FIR filter. Compared with the other FIR filter construction, the proposed method can bring forth FIR filters with decreased figure of adders in many instances. On the other manus, since the manner of recognizing the converse signifier FIR filters is determined by the proposed method, in order to salvage brainpower and clip for composing the RTL codification of an FIR filter, we develop a C plan to bring forth a Verilog or a VHDL codification of the FIR filter automatically based on the coefficients produced by the proposed algorithm. A comparing of the codification public presentation between the proposed design flow and MATLAB’s fdatool is besides given in this paper.Paper 4:16-Orders FIR Filter Design Based On MATLAB And Its Quartus Ii Simulation[ 4 ] In this paper SongYu et Al. had presented the rules and construction of the FIR filter to plan the FIR filter. Used the tools of filter design and the signal spectrum analysis in MATLAB to plan and analyze 16-order FIR filter, and determined the filter coefficients, eventually, used Verilog HDL linguistic communication to code, and used its package of Quartus II to imitate. The consequence of the simulation shows that the consequences of the pulsation matching run into the design of demands. With FIR filter direct-type construction as shown in Figure 3.4, the end product can be expressed as: Y ( N ) =†¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ †¦ ..3.1 Figure 3.4 Conventional diagram of a direct-type FIR filter[ 4 ] Where, Y ( n ) is the end product of the FIR filter, x ( n ) is the input sequence and H ( I ) represents filter coefficients with filter length ( N+1 ) . This paper uses FDATOOL from MATLAB for coefficients computation. FDATOOL is a really powerful tool chest from MATLAB for speedy system planing and analysis. GUI based tool takes all FIR filter parametric quantities from user and based on selective filtering method, calculate filter coefficients with minimal filter order. After that, paper allows HDL modeling of such filter and takes advantage of coefficients symmetricalness to cut down arithmetic complexness. Simulation is done utilizing Quartus-II for subsequently FPGA usage.Paper 5:An Integrated Cad Tool For ASIC Implementation Of Multiplier-less FIR Filters With Common Sub-Expression Elimination Optimization[ 5 ] In this paper Qiu-zhong Wu had presented an integrated computing machine aided design ( CAD ) tool for the ASIC execution of multiplier-less FIR digital filters with common sub-expression riddance ( CSE ) optimisation. The chief maps in the design flow of FIR filters for specified applications, including coefficient computation and quantisation, common sub-expression optimisation and hardware description linguistic communication ( HDL ) codification auto-generation, are combined in this tool. They proposed an applied intermedial representation ( IR ) , which is the key for the integrating of CSE optimisation and HDL codification auto-generation, to denote the circuit construction resulted from the application of CSE technique. The application of this tool in the ASIC execution of multiplierless FIR filters can recognize the design mechanization and shorten the clip for design significantly ; what is more, experiment consequences show that the coveted FIR filters will be optimized expeditiously in several facets such as country, power dissipation and velocity. Figure 3.5 design flow of FIR filter[ 5 ] In this paper, an efficient integrated CAD tool for the ASIC execution of multiplier less FIR filters with common sub-expressions riddance optimisation is presented. The chief maps in FIR_DK, including the common sub-expressions riddance optimisation and the auto-generation of Verilog-HDL codification are illuminated in this paper. The application of this tool in the ASIC execution of multiplierless FIR filters can recognize the design mechanization and shorten the clip for design significantly ; what is more, experiment consequences show that desired FIR filters will be optimized expeditiously in several facets such as country, power dissipation and velocity.

Compare and contrast Christianity, Judaism, and Zoroastranism Free Essay Example, 1000 words

As a result, it would not be a mistake to note that ultimately all three religions want their followers to form one unified group where every member of it helps others and refrains from bringing any destructive elements into social environment. Points of difference Despite the fact that the three religions in question have numerous aspects that they share, there are also many other points which show that they are quite different. To begin with, one might mention that Zoroastrianism has a definite founder, namely the prophet Zarathustra (Fisher, 2014). In other words, if it had not been for him, the religion would never come into being. On the other hand, Judaism was not founded by a single person. Of course, it is possible to mention several key figures, such as prophets or kings, but they did not start this religion, they merely played an important role in its development. One might suggest that Jesus was the founder of Christianity. In a narrow sense, it may be true to a certain extent; however, Christians claim a connection to Judaism and emphasize the succession. We will write a custom essay sample on Compare and contrast Christianity, Judaism, and Zoroastranism or any topic specifically for you Only $17.96 $11.86/pageorder now That is why Jesus is the Son of God Who was sacrificed and showed people the new way, but He did not found a new completely new religion. The next point of difference is the connection to culture. As it can be easily understood from the very name, Judaism is the religion of the Jews. That is why conversion to it is a rather debatable subject. As a result, the major aspects of Judaism are closely connected to the Jewish culture and do not make sense outside it, like the significance of Exodus, for example. Similarly to that, Zoroastrianism was also extremely popular among the nations that inhabited the Ancient Persia. In spite of the fact that it did not make a particular emphasis on culture, the practices as well as experiences could be better understood by the people who come from that part of the world. Contrary to that, Christianity has always been a religion to denied significance of local customs and promoted universal love of God that can be s hared by the people regardless of their cultural background. Finally, if one analyzes some elements of practice, one will be able to see that the spiritual traditions in question feature a different state of development of spiritual worldview. Thus, Zoroastrianism puts emphasis on several fundamental physical agents, such as fire and water. There are many rituals that focus on contemplation or interaction with them. Judaism and Christianity often engage water into their rituals, acknowledging the connection of fire and God; however, they often operate with abstract concepts, making these religions systems more mystic.