Christopher Morley Essay

On Christopher Morley’s â€Å"On Laziness†, he presents the topic of laziness, persuading his audience about the allure indolence through rhetorical effect and appeal to human nature. Slothfulness, which is typically regarded as a weakness or sin, is transformed into a means to â€Å"enlightened† living using rhetorical effect. As an essayist on laziness, Morley presents his subject to the audience in the didactic and amicable tone, using a sophisticated dictation to provide style. Morley advertises the attractiveness of laziness by appealing to some of society’s greatest desire: relief from responsibility, respect, happiness, and enlightenment. Similar to the styles of propagandist advertisers in unSpun, in his essay Chris Morley is able to guarantee the readers something valuable for nothing, or rather from doing nothing. As the common man, the writer achieves this scheme by being able to communicate with the common man, knowing their own traits and quims for his own. The tone of â€Å"On Laziness† is shrewd, yet friendly, like a wise mentor spreading his doctrines to benefit his pupils. Morley sluggish philosophy is a relative ideology, seen in even contemporary society today, i.e. â€Å"Hakuna Matata,† the popularized Swahili phrase (made famous from The Lion King,) directly translating, â€Å"No worries.† In addition, in spite of the vintage publication date (1920s), Morley use of prosaic anecdotes can be identified with the common man of any decade, â€Å"the bustling man†¦ who is asked to solve the problems of other people and neglect his own.† â€Å"People respect laziness.† In this statement, indolence’s character is established and given an irrefutable, and admirable reputation. Everything knows about laziness, but this essay rather done condoning it, celebrates this human trait by exclaiming how the happiest men are often the laziest. Morley uses articulate vocabulary in his diction, using the eloquence of his speech to manipulate the audience into believing that the subject to whom he presents is as sophisticated and intelligent as his language. Christopher Morley further achieves his purpose by employing rhetorical effect, the means of persuasive speech that is established through linguistic appeals, logos- logic; ethos- character; and pathos emotion; Christopher emphasizes on the two latter rhetoric aspects, ethos and pathos. â€Å"Doctor Johnson, who was one if the greatest philosophers, was lazy.† Simply by mentioning the title, â€Å"Doctor†, Morley immediately establishes credibility, because who wouldn’t trust a doctor? Also, it is noticeable to see how Morley instantly links philosophy with laziness, inspiring a type of revered thoughtfulness that is linked with philosophers. Additionally, the â€Å"immortal Biography,† just like the Bible or the Torah or the Quran, merely capitalizing a letter creates a reverence relatable to sacred texts. â€Å"One should be careful to distinguish laziness from dignified repose.† Through quoting the words of O. Henry, the essayist further establishes ethos, connecting his own concept in a shared conviction with that a famous and talented writer. â€Å"On Laziness† also appeals to pathos in some of society’s most desired objectives, enlightenment, happiness, and relaxation. In an almost marketing sales- esque pitch, the writer implies that one’s state of torpor, which is attainable into any human psyche, can guarantee these qualities. Christopher Morley’s essay, â€Å"On Laziness,† rebuttals the dubiousness purpose of languor, showing the audience how this subject can eliminate the stress and trouble in our lives, by simply expanding on what we’ve naturally experienced and long for once again. This syntax of this document appeals to some of denizen’s longing to become enlightenment philosophers, laziness being such an enticing road to becoming so without actually doing any walking. The â€Å"acquired laziness,† though matter how much of an oxymoron it may sound like, is by Morley’s definition, a determined way of life, not by lack of strength or resolution, but as a premeditated choice.

Lamb: The Gospel According to Biff, Christ’s Childhood Pal Chapter 24

Chapter 24 I've finally finished reading these stories by Matthew, Mark, Luke, and John. These guys make the whole thing seem like an accident, like five thousand people just showed up on a hill one morning. If that was the case, getting them all there was the miracle, let alone feeding them. We busted our asses to organize sermons like that, and sometimes we even had to put Joshua in a boat and float him offshore while he preached, just to keep him from getting mobbed. That boy was a security nightmare. And that's not all, there were two sides to Joshua, his preaching side and his private side. The guy who stood there railing at the Pharisees was not the same guy who would sit around poking Untouchables in the arm because it cracked him up. He planned the sermons, he calculated the parables, although he may have been the only one in our group that understood any of them. What I'm saying is that these guys, Matthew, Mark, Luke, and John, they got some of it right, the big stuff, but they missed a lot (like thirty years, for instance). I'll try to fill it in, which is why, I guess, the angel brought me back from the dead. And speaking of the angel, I'm about convinced that he's gone psycho. (No, psycho isn't a word I had back in my time, but enough television and I'll have a whole new vocabulary. It applies. I believe, for instance, that â€Å"psycho† was the perfect term for John the Baptist. More about him later.) Raziel took me to a place where you wash clothes today. A Laundromat. We were there all day. He wanted to make sure I knew how to wash clothes. I may not be the sharpest arrow in the quiver, but it's laundry, for Christ's sake. He quizzed me for an hour about sorting whites and colors. I may never get this story told if the angel keeps deciding to teach me life lessons. Tomorrow, miniature golf. I can only guess that Raziel is trying to prepare me to be an international spy. Bartholomew and his stench rode one camel while Joshua and I shared the other. We rode south to Jerusalem, then east over the Mount of Olives into Bethany, where we saw a yellow-haired man sitting under a fig tree. I had never seen a yellow-haired person in Israel, other than the angel. I pointed him out to Joshua and we watched the blond man long enough to convince ourselves that he wasn't one of the heavenly host in disguise. Actually, we pretended to watch him. We were watching each other. Bartholomew said, â€Å"Is there something wrong? You two seem nervous.† â€Å"It's just that blond kid,† I said, trying to look in the courtyards of the large houses as we passed. â€Å"Maggie lives here with her husband,† Joshua said, looking at me, relieving no tension whatsoever. â€Å"I knew that,† said Bart. â€Å"He's a member of the Sanhedrin. High up, they say.† The Sanhedrin was a council of priests and Pharisees who made most of the decisions for the Jewish community, as far as the Romans would allow them, anyway. Aside from the Herods and Pontius Pilate, the Roman governor, they were the most powerful men in Israel. â€Å"I was really hoping Jakan would die young.† â€Å"They have no children,† Joshua said. What Josh was saying was that it was strange that Jakan hadn't divorced Maggie for being barren. â€Å"My brother told me,† I said. â€Å"We can't go see her.† â€Å"I know,† I said, although I wasn't sure why not. We finally found John in the desert north of Jericho, preaching on the bank of the Jordan River. His hair was as wild as ever and now he had a beard that was just as out of control. He wore a rough tunic that was belted with a sash of unscraped camel skin. There was a crowd of perhaps five hundred people there, standing in sun so hot that you had to check road signs to make sure you hadn't accidentally taken the turnoff to hell. We couldn't tell what John was talking about from a distance, but as we got closer we heard him say, â€Å"No, I'm not the one. I'm just getting things ready. There's one that's coming after me, and I'm not qualified to carry his jockstrap.† â€Å"What's a jockstrap?† Joshua asked. â€Å"It's an Essene thing,† Bartholomew answered. â€Å"They wear them on their manhood, very tightly, to control their sinful urges.† Then John spotted us over the crowd (we were on camelback). â€Å"There!† said John, pointing. â€Å"You remember me telling you that one would come. Well, there he is, right there. I'm not kidding, that's him on the camel. On the left. Behold the Lamb of God!† The crowd looked back at Josh and me, then laughed politely as if to say, Oh right, he just happened along right when you were talking about him. What, we don't know from a shill when we see one? Joshua glanced nervously at me, then at Bart, then at me, then he grinned sheepishly (as one might expect from a lamb) at the crowd. Between gritted teeth he asked, â€Å"So am I supposed to give John my jockstrap, or something?† â€Å"Just wave, and say, ‘Go with God,'† Bart said. â€Å"Waving here – waving there,† Josh mumbled through a grin. â€Å"Go with God. Thank you very much. Go with God. Nice to see you. Waving – waving.† â€Å"Louder, Josh. We're the only ones who can hear you.† Josh turned to us so the crowd couldn't see his face. â€Å"I didn't know I was going to need a jockstrap! Nobody told me. Jeez, you guys.† Thus did begin the ministry of Joshua bar Joseph, ish Nazareth, the Lamb of God. â€Å"So, who's the big guy?† John asked, as we sat around the fire that evening. Night crawled across the desert sky like a black cat with phosphorus dandruff. Bartholomew rolled with his dogs down by the riverbank. â€Å"That's Bartholomew,† Joshua said. â€Å"He's a Cynic.† â€Å"And the village idiot of Nazareth for over thirty years,† I added. â€Å"He gave up his position to follow Joshua.† â€Å"He's a slut, and he's the first one baptized in the morning. He stinks. More locusts, Biff?† â€Å"No thanks, I'm full.† I stared down at my bowl of roasted locusts and honey. You were supposed to dip the locusts in the honey for a sweet and nutritious treat. It was all John ate. â€Å"So this Divine Spark, all that time away, that's what you found?† â€Å"It's the key to the kingdom, John,† Josh said. â€Å"That's what I learned in the East that I'm supposed to bring to our people, that God is in all of us. We are all brothers in the Divine Spark. I just don't know how to spread the word.† â€Å"Well, first, you can't call it the Divine Spark. The people won't understand it. This thing, it's in everyone, it's permanent, it's a part of God?† â€Å"Not God the creator, my father, the part of God that's spirit.† â€Å"Holy Ghost,† John said with a shrug. â€Å"Call it the Holy Ghost. People understand that a ghost is in you, and they understand that it goes on after you, and you'll just have to make them believe that it's God.† â€Å"That's perfect,† Joshua said, smiling. â€Å"So, this Holy Ghost,† John said, biting a locust in half, â€Å"it's in every Jew, but gentiles don't have it, right? I mean what's the point, after the kingdom comes?† â€Å"I was getting to that,† said Josh. It took John the better part of the night to deal with the fact that Joshua was going to let gentiles into the kingdom, but finally the Baptist accepted it, although he kept looking for exceptions. â€Å"Even sluts?† â€Å"Even sluts,† Joshua said. â€Å"Especially sluts,† I said. â€Å"You're the one who is cleansing people of their sins so they will be forgiven,† Joshua added. â€Å"I know, but gentile sluts, in the kingdom.† He shook his head, assured now by the Messiah himself that the world was going to hell in a handbasket. Which really shouldn't have surprised him, since that had been his message for over ten years. That, and identifying sluts. â€Å"Let me show you where you'll be staying.† Shortly after I had met him on the road to Jerusalem, John had joined the Essenes. You couldn't be born an Essene, because they were all celibate, even in marriage. They also refrained from intoxicating drink, adhered strictly to Jewish dietary law, and were absolutely maniacal about cleansing themselves, physically, of sin, which had been the big selling point for John. They had a thriving community in the desert outside of Jericho called Qumran, a small city of stone and brick homes, a scriptorium for copying scrolls, and aqueducts that ran out of the mountains to fill their ritual baths. A few of them lived in the caves above the Dead Sea where they stored the jars that held their sacred scrolls, but the most zealous of the Essenes, which included John, didn't even allow themselves the comfort of a cave. He showed us accommodations near his own. â€Å"It's a pit!† I screamed. Three pits, to be exact. I suppose there's something to be said for having a private pit. Bartholomew, with his many canine pals, was already settling into his new pit. â€Å"Oh, John,† Josh said, â€Å"remind me to tell you about karma.† So, for over a year, while Joshua was learning from John how to say the words that would make people follow him, I lived in a pit. It makes sense, if you think about it. For seventeen years Joshua had spent his time either studying or sitting around being quiet, so what did he know about communicating? The last message he'd gotten from his father was two words, so he wasn't getting his speaking skills from that side of the family. On the other hand, John had been preaching for those same seventeen years, and that squirrelly bastard could preach. Standing waist deep in the Jordan, he would wave his arms and roll his eyes and stir the air with a sermon that would make you believe the clouds were going to open and the hand of God Hisownself was going to reach down, grab you by the balls, and shake you till the evil rattled out of you like loose baby teeth. An hour of John's preaching and you were not only lining up to be baptized, you'd jump right in the river and try to breathe the bottom muck just to be relieved of your own wretchedness. Joshua watched, and listened, and learned. John was an absolute believer in who Joshua was and what he was going to do, as far as he understood, anyway, but the Baptist worried me. John was attracting the attention of Herod Antipas. Herod had married his brother Philip's wife, Herodia, without her obtaining a divorce, which was forbidden by Jewish law, an absolute outrage by the more severe laws of the Essenes, and a subject that fit well into John's pervasive â€Å"slut† theme. I was starting to notice soldiers from Herod's personal guard hovering around the edge of John's crowds when he preached. I confronted the Baptist one evening when he came out of the wilderness in one of his evangelical rages to ambush me, Joshua, Bartholomew, and a new guy as we sat around eating our locusts. â€Å"Slut!† John shouted with his â€Å"thunder of Elijah† voice, waving a finger under Bart's nose. â€Å"Yeah, John, Bartholomew's been getting laid a lot,† I said, evangelizing for sarcasm. â€Å"Almost,† said Bart. â€Å"I mean with another human being, Bart.† â€Å"Oh. Sorry. Never mind.† John wheeled on the new guy, who put his hands up. â€Å"I'm new,† he said. Thus rebuked, John spun to face Joshua. â€Å"Celibate,† Joshua said. â€Å"Always have been, always will be. Not happy about it.† Finally John turned to me. â€Å"Slut!† â€Å"John, I'm cleansed, you baptized me six times today.† Joshua elbowed me in the ribs. â€Å"What? It was hot. Point is, I counted fifty soldiers in the crowd today, so ease up a little on the slut talk. You're backed up or something. You really need to rethink this no marriage, no sex, no fun, ascetic thing.† â€Å"And the honey-and-locust living-in-a pit thing,† said the new guy. â€Å"He's no different than Melchior or Gaspar,† Joshua said. â€Å"They were both ascetics.† â€Å"Melchior and Gaspar weren't running around calling the provincial governor a slut in front of hundreds of people. It's a big difference, and it's going to get him killed.† â€Å"I am cleansed of sin and unafraid,† said John, sitting down by the fire now, some of his verve gone. â€Å"Yeah, are you cleansed of guilt? Because you're going to have the blood of thousands on your hands when the Romans come to get you. In case you haven't noticed, they don't just kill the leaders of a movement. There's a thousand crosses on the road to Jerusalem where Zealots died, and they weren't all leaders.† â€Å"I am unafraid.† John hung his head until the ends of his hair were dipping into the honey in his bowl. â€Å"Herodia and Herod are sluts. He's as close as we have to a Jewish king, and he's a slut.† Joshua pushed his cousin's hair out of his eyes and squeezed the wild man's shoulder. â€Å"If it be so, then so be it. As the angel foretold, you were born to preach the truth.† I stood up and tossed my locusts into the fire, showering sparks over John and Joshua. â€Å"I've only met two people whose births were announced by angels, and three-quarters of them are loony.† And I stormed off to my pit. â€Å"Amen,† said the new guy. That night, as I was falling asleep, I heard Joshua scrambling in the pit next to mine, as if a bug or an idea had roused him from his bedroll. â€Å"Hey!† he said. â€Å"What?† I replied. â€Å"I just did the math. Three quarters of two is – â€Å" â€Å"One and a half,† said the new guy, who had moved into the pit on the other side of Josh. â€Å"So John's either all crazy and you're half crazy, or you're three-quarters crazy and John's three-quarters crazy, or – well – actually it's a constant ratio, I'd have to graph it out for you.† â€Å"So what are you saying?† â€Å"Nothing,† said the new guy. â€Å"I'm new.† The next morning Joshua leapt out of his pit, shook off the scorpions, and after a long morning whiz, kicked some dirt clods into my pit to thunk me from my slumber. â€Å"This is it,† Joshua said. â€Å"Come down to the river, I'm going to have John baptize me today.† â€Å"Which will make it different from yesterday in what way?† â€Å"You'll see. I have a feeling.† And off he went. The new guy prairie-dogged up out of his pit. He was tall, the new guy, and the morning sun caught on his bald scalp as he looked around. He noticed some flowers growing where Joshua had just relieved himself. Lush blossoms of a half-dozen vibrant colors stood surrounded by the deadest landscape on the planet. â€Å"Hey, were those there yesterday?† â€Å"That always happens,† I said. â€Å"We don't talk about it.† â€Å"Wow,† said the new guy. â€Å"Can I tag along with you guys?† â€Å"Sure,† I said. And thus did we become four. At the river, John preached to a small gathering as he lowered Joshua into the water. As soon as Joshua went under the water a rift opened across the desert sky, which was still pink with the dawn, and out of the rift came a bird that looked to be fashioned from pure light. And everyone on the riverbank said â€Å"ooh† and â€Å"ahh,† and a big voice boomed out of the heavens, saying, â€Å"This is my son, with whom I am well pleased.† And as quickly as it had come, the spirit was gone. But the gatherers at the riverbank stood with their mouths open in amazement, staring yet into the sky. And John came to his senses then, and remembered what he was doing, and lifted Joshua out of the water. And Joshua wiped the water out of his eyes, looked at the crowd who stood stunned with mouths hanging open, and he said unto them: â€Å"What?† â€Å"No, really, Josh, that's what the voice said, ‘This is my son, with whom I am well pleased.'† Joshua shook his head and chewed a breakfast locust. â€Å"I can't believe he couldn't wait until I came up. You're sure it was my father?† â€Å"Sounded like him.† The new guy looked at me and I shrugged. Actually it sounded like James Earl Jones, but I didn't know that back then. â€Å"That's it,† said Joshua. â€Å"I'm going into the desert like Moses did, forty days and forty nights.† Joshua got up and started walking into the desert. â€Å"From here on out, I'm fasting until I hear something from my father. That was my last locust.† â€Å"I wish I could say that,† said the new guy. As soon as Joshua was out of sight I ran to my pit and packed my satchel. I was a half day getting to Bethany, and another hour asking around before someone could direct me to the house of Jakan, prominent Pharisee and member of the Sanhedrin. The house was made of the golden-tinged limestone that marked all of Jerusalem, and there was a high wall around the courtyard. Jakan had done very well for himself, the prick. You could house a dozen families from Nazareth in a house this size. I paid two blind guys a shekel each to stand by the wall so I could climb on their shoulders. â€Å"How much did he say this was?† â€Å"He said it was a shekel.† â€Å"Doesn't feel like a shekel.† â€Å"Would you guys quit feeling your shekels and stand still, I'm going to fall.† I peeped over the top of the wall and there, sitting under the shade of an awning, working at a small loom, was Maggie. If she had changed, it was only that she'd become more radiant, more sensuous, more of a woman and less of a girl. I was stunned. I guess I expected some sort of disappointment, thinking that my time and my love might have shaped a memory that the woman could never live up to. Then I thought, perhaps the disappointment was yet to come. She was married to a rich man, a man who, when I knew him, had been a bully and a dolt. And what had always really made Maggie's memory in my mind was her spirit, her courage, and her wit. I wondered if those things could have survived all these years with Jakan. I started to shake, bad balance or fear, I don't know, but I put my hand on top of the wall to steady myself and cut myself on some broken pottery that had been set in mortar along the top. â€Å"Ouch, dammit.† â€Å"Biff?† Maggie said, as she looked me in the eye right before I tumbled off the shoulders of the blind guys. I had just climbed to my feet when Maggie came around the corner and hit me, full-frontal womanhood, full speed, leading with lips. She kissed me so hard that I could taste blood from my cut lips and it was glorious. She smelled the same – cinnamon and lemon and girl sweat – and felt better than memory could ever allow. When she finally relaxed her embrace and held me at arm's length, there were tears in her eyes. And mine. â€Å"He dead?† said one of the blind men. â€Å"Don't think so, I can hear him breathing.† â€Å"Sure smells better than he did.† â€Å"Biff, your face cleared up,† Maggie said. â€Å"You recognized me, with the beard and everything.† â€Å"I wasn't sure at first,† she said, â€Å"so I was taking a risk jumping you like that, but in the midst of it all I recognized that.† She pointed to where my tunic had tented out in the front. And then she grabbed that betraying rascal, shirtfront and all, and led me down the wall toward the gate by it. â€Å"Come on in. You can't stay long, but we can catch up. Are you okay?† she said, looking over her shoulder, giving me a squeeze. â€Å"Yeah, yeah, I'm just trying to think of a metaphor.† â€Å"He got a woman from up there,† I heard one of the old blind guys say. â€Å"Yeah, I heard her drop. Boost me up, I'll feel around.† In the courtyard, with Maggie, over wine, I said, â€Å"So you really didn't recognize me?† â€Å"Of course I recognized you. I've never done that before. I just hope no one saw me, they still stone women for that.† â€Å"I know. Oh, Maggie, I have so much to tell you.† She took my hand. â€Å"I know.† She looked into my eyes, past my eyes, her blue eyes looking for something beyond me. â€Å"He's fine,† I said, finally. â€Å"He's gone into the desert to fast and wait for a message from the Lord.† She smiled. There was a little of my blood in the corners of her mouth, or maybe that was wine. â€Å"He's come home to take his place as the Messiah then?† â€Å"Yes. But I don't think the way people think.† â€Å"People think that John might be the Messiah.† â€Å"John is†¦He's†¦Ã¢â‚¬  â€Å"He's really pissing Herod off,† Maggie offered. â€Å"I know.† â€Å"Are you and Josh going to stay with John?† â€Å"I hope not. I want Joshua to leave. I just have to get him away from John long enough to see what's going on. Maybe this fast†¦Ã¢â‚¬  The iron lock on the gate to the courtyard rattled, then the whole gate shook. Maggie had locked it behind us after we'd entered. A man cursed. Evidently Jakan was having trouble with his key. Maggie stood and pulled me to my feet. â€Å"Look, I'm going to a wedding in Cana next month with my sister Martha, the week after Tabernacles. Jakan can't go, he's got some meeting of the Sanhedrin or something. Come to Cana. Bring Joshua.† â€Å"I'll try.† She ran to the closest wall and held her hand in a stirrup. â€Å"Over.† â€Å"But, Maggie†¦Ã¢â‚¬  â€Å"Don't be a wuss. Step, hands – step, shoulders – and over. Be careful of the pottery on top.† And I ran – did exactly as she'd said: one foot in the stirrup, one on her shoulder, and over the wall before Jakan could get in the gate. â€Å"Got one!† said one of the old blind guys as I tumbled down on top of them. â€Å"Hold her still while I stick it in.† I was sitting on a boulder, waiting for Joshua when he came out of the desert. I held out my arms to hug him and he fell forward, letting me catch him. I lowered him to the rock where I had been sitting. He had been smart enough to coat all the exposed parts of his skin with mud, probably mixed from his own urine, to protect it from burning, but in a few spots on his forehead and hands the mud had crumbled away and the skin was gone, burned to raw flesh. His arms were as thin as a small girl's, they swam in the wide sleeves of his tunic. â€Å"You okay?† He nodded. I handed him a water skin I had been keeping cool in the shade. He drank in little sips, pacing himself. â€Å"Locust?† I said, holding up one of the crispy torments between my thumb and forefinger. At the sight of it I thought Joshua would vomit the water he had just drunk. â€Å"Just kidding,† I said. I whipped open the mouth of my satchel, revealing dates, fresh figs, olives, cheese, a half-dozen flat loaves of bread, and a full wineskin. I'd sent the new guy into Jericho the day before to bring back the food. Josh looked at the food spilling out of the satchel and grinned, then covered his mouth with his hand. â€Å"Ow. Ouch. Ow.† â€Å"What's wrong?† â€Å"Lips†¦chapped.† â€Å"Myrrh,† I said, pulling a small jar of the ointment from the satchel and handing it to him. An hour later the Son of God was refreshed and rejuvenated, and we sat sharing the last of the wine, the first that Joshua had had since we'd come home from India over a year ago. â€Å"So, what did you see in the desert?† â€Å"The Devil.† â€Å"The Devil?† â€Å"Yep. He tempted me. Power, wealth, sex, that sort of thing. I turned him down.† â€Å"What did he look like?† â€Å"He was tall.† â€Å"Tall? The prince of darkness, the serpent of temptation, the source of all corruption and evil, and all you can say about him is he was tall?† â€Å"Pretty tall.† â€Å"Oh, good, I'll be on the lookout then.† Joshua said, pointing at the new guy. â€Å"He's tall, too.† I realized then that the Messiah might be a little tipsy. â€Å"Not the Devil, Josh.† â€Å"Well, who is he then?† â€Å"I'm Philip,† said the new guy. â€Å"I'm going with you to Cana tomorrow.† Joshua wheeled around to me and almost fell off his rock. â€Å"We're going to Cana tomorrow?† â€Å"Yes, Maggie's there, Josh. She's dying.†

Globalization and Implementation Summary Plan Essay

Globalization and Implementation Summary Plan - Essay Example The strategy for globalizing the distribution of natural resources can be modeled based on the European Model, whereby they allow specific countries to specialize in the production of certain products and materials. This allows the EU as an organization to be more efficient collectively by managing who has the comparative advantage, and decreasing the regional competition in pursuit of cooperation. Modeling the global community based on the EU allows politicians and statisticians to identify effective courses whereby they could effectively achieve a global equilibrium. This strategy flies in the face of existing policy held by the International Monetary Fund that forces developing nations who accept loans to privatize their water supply. This requires states to leverage control of their resources in order to maximize the benefit to the human population. The human population is indeed the intrinsic value of the globalization movement. The elimination of boarders necessarily means that the notion of citizenship must be deconstructed. This could perhaps serve as the best defense against war. National identities can no longer be deployed as a scapegoat to justify war. In fact, the only plausible use for a military would be for humanitarian intervention.

Market Structure and the Role of Government Assignment

Market Structure and the Role of Government - Assignment Example This research will begin with the statement that the term ‘market structures’ refers to a particular social organization which operates between buyers and clients in any given market. Others define market structures as models that govern social organization between clients and businesses in a market. Since the four market structures are perfect competition, monopolistic competition, oligopoly and monopoly, the characteristics of these market structures differ. In perfect structure, supply and demand as competitive market forces control prices in the market and output levels of produce rendered by competitive firms. In both perfect and monopolistic competition and structures, there are multiple participants and the commodity of trade is homogenous. Monopolistic competition is an intermediary between the two extremes that characterize monopolistic and competitive markets. Herein, there are several firms each with small proportions of market share and an extent of different iated products. These competitive firms are also price makers. In a monopoly, the product of trade is one, while in an oligopolistic market structure, a number of firms maintain control over the market share. There are neither competitors in a monopolistic market nor close substitutes for the product. In an oligopoly, there is a tendency to compete on non-pricing criteria which include advertising, gift certificates, packaging, and transportation.

Psychology of language learning Assignment Example | Topics and Well Written Essays - 2000 words

Psychology of language learning - Assignment Example Language Acquisition A great deal of a child’s acquisition of linguistic structure occurs during the first five years of life. This is the period when he is most active in discerning a set of underlying organizational principles of language from the expression that surrounds him. It is amazing how at a very young age, he is capable of abstracting meaning from direct experience with other language users depending on his own context. Beaty (2009) explains that even at an infant stage, the baby’s early nonverbal communication helps in preparing her for the spoken and written language to follow and at 6 months, she has become a language specialist, based on the sounds she hears most frequently. At 20 months, she may possess a sizable vocabulary if she hears adults around her talk to one another and to her all the time. Of course good hearing and sensitive listening are paramount to language development. According to Lightbrown & Spada (1999), like the first language,  "learner’s age is one of the characteristics which determine the way in which an individual approaches second language learning† (p. 68). Lindfors (1987) notes that the child’s language environment includes a set of specific sentences, however, it is not this set of sentences that he acquires, but deduces from these an underlying set of organizational principles and sound-meaning relationships. To illustrate, children as young as two do not talk by simply using the specific sentences they hear, but rather, they construct sentences according to their own early version of organized principles underlying the specific sentences they have heard. Perhaps due also to limited language and motor skills, the child’s early linguistic system is different from the adult’s and results in telegraphic and grammatically erratic sentences like â€Å"He no want to sit me.†, â€Å"I not like it†, and â€Å"He gived it to me.† Over time, his langu age system will be revised in many different situations, and his sentences will become more adult-like. For his own purpose, he builds his own rule-governed constructions as he has deduced from his environment and from interactions with others (Lindfors, 1987). Language has four elements, and these elements have related skills necessary to develop a proficiency in language. According to Larsen-Freeman (1986), the natural order that children follow when learning their native language in terms of skill acquisition is: listening, speaking, reading and writing. Crucial to the development of teaching approaches is an understanding of such processes involved in language use. Socio-cultural Theory of Language Learning According to Lev Vygotsky (1962), social interaction stimulated by speech is essential for language development. He also mentions that a supportive interactive environment can help the child to reach a higher level of knowledge and performance compared to what might be reache d through his or her ability to improve independently (Lightbown and Spada, 2006). To this socio-cultural perspective, Lightbrown & Spada (2006) contend that people obtain control and reorganize

Law of express trust Case Study Example | Topics and Well Written Essays - 1000 words

Law of express trust - Case Study Example It may be either a person or a legal entity; iv) Beneficiary, i.e. the person for whose benefit the trust was created. v) Purpose of the trust, i.e. the trust must have a purpose, which is legally valid. Express Trusts are further broadly classified into i) Living Trust: It is also known as inter vivos trust is made for the advantage of another during the lifetime of settlor. ii) Testamentary trusts: These are created by the will of the settlor. That means, the settlor's property will be converted into trust property only after his death. iii) Revocable Trusts: It is a trust where the setlor has full control over the trust property, and he can change or annul the trust at any time. This is a trust, which is at the whims and fancy of the settlor. iv) Irrevocable Trusts: As the name implies, this is a trust, which cannot be revocable except the consent of the beneficiaries, and trustees. Moreover, the trust does not fizzle out once the purpose of the trust is fulfilled. v) Fixed Trusts: These are those trusts where the trust property will be shared by the beneficiaries as per the calendar fixed by the settlor. In distributing the property, the trustee has no discretion to play. Gartsi de v IRC [1968] AC 553 the Inland Revenue argued that as each beneficiary might be entitled to income from the trust fund, they should each be charged as if they were entitled to the whole of the fund. vi) Discretionary Trusts: They are those trusts where the trustee has absolute power in management, administration and distribution and allocating the shares of the trust property to beneficiaries. This trust offers many tax benefits to the beneficiaries, as no interest is created to them until the property is distributed. Rights of beneficiaries: Under a discretioanry trust, the rights of individual beneficiaries are not clear. In Re Smith [1928] Ch 915 it was held that the trustees had to draw up a "complete list" of beneficiaries, but this principle is changed in McPhail v Doulton [1971] A.C. 424, 451, in case of family trust. Court's Jurisdiction: Schmidt v Rosewood Trust Ltd [2003] UKPC 26, [2003] 3 All ER 76: In this case the court held that 1) The court has inherent jurisdiction to supervise and even intervene in the administration of a trust if necessary. And there is no exception even in discretionary trust. 2) This inherent jurisdiction is the fundamental of law of trust. 3) The right to seek the court's intervention did not depend on entitlement to a fixed and transmissible interest. 3) The court has the discretion to intervene to maintain the balance between the competing interest of beneficiaries, the trustees and the third parties. Gartside v IRC [1968] 1 All ER 121 at 134.Re Manisty's Settlement [1973] 2 All ER 1203 at 1211-1212, Mettoy Pension Trustees Ltd v Evans [1991] 2 All ER 513 at 549. Questions: 1. Transactions made by the trustees in the course of management of trust property: The trustees made the following three transactions: 1. Sale Vintage care for 15,000 during the last year to Crowther's son, 2. Payment of legal management fee of 25,000 to the solicitors firm in which the trustees are partners. 3. Decided to invest from existing deposits in to a) partly

Constructive Critique of Dr. Pauschs Lecture Essay

Constructive Critique of Dr. Pauschs Lecture - Essay Example One of the strengths noted from the speech delivered by Dr. Pausch was his clarity to relay the objectives noted. At the onset, he explicitly identified the things that he would and would not talk about. Likewise, he used visual aids in the presentation which assisted in emphasizing points of discussion and enhanced the clarity of the messages being relayed. In addition, Dr. Pausch enticed emotional appeal through simple; yet genuine gestures. As noted by Zaslow (2008), â€Å"he celebrated mentors and protà ©gà ©s with an open heart. And through a few simple gestures -- including a birthday cake for his wife -- he showed everyone the depth of his love for his family† (p. 1). Anyone who was able to hear his speech would be inspired by the lessons emphasized, not only from his personal and professional experiences; but more so, from the genuine warmth and good heart that exudes from his aura. People who saw the video of his lecture were noted to be moved and inspired, to wit: â€Å"some said he inspired them to quit feeling sorry for themselves, or to move on from divorces, or to pay more attention to their families† (Martin, 2008, par. 8). However, despite the predominantly positive reviews from the speech, like any other public presentations, there are still some areas which could be improved. One aspect from the lecture, which was thought to be out of place, was the quite lengthy presentation on the topic about building virtual worlds; a course which had been immensely successful that it was taught at CMU for 10 years.

Journal learning Essay Example | Topics and Well Written Essays - 500 words

Journal learning - Essay Example The approach assists in ensuring that the restaurants management meets all feedbacks and requests (Fox, 2011). I approached the issue through bonding with the employees and determining the barriers to communication. As a result, I recommended training classes so that employees would improve their communication and relationship skills. Leadership styles should be employed depending on the situation and diagnosed problems (Bacon, 2011). The service industry requires an approach that ensures close relationships with the customers and employees. A delegated approach will ensure that the decision-making process has been distributed to the employees and management (Beatty and Hughes, 2013). Including employees in decision-making processes through provision of ideas will create a competent workforce. I practiced such leadership styles that included bonding with the employees and training them on issues that were not to a standard. Ensuring employee satisfaction will increase individual production because they will not feel left out in making core decisions. Additionally, managers just make decisions while employees experience them while performing their roles. It should also be noted that the success of training and coaching depends on the approach style of leadership (Beatty and Hughes, 2013). Strengths include being a team player, self-motivated and a natural leader. I have utilized the skills in the provision of expertise to employees that I am in charge of at the restaurant. My weakness is trusting everyone easily without having a background check on the performance of the employees. I would improve on the setback in the case of another internship

Term Paper Assignment Example | Topics and Well Written Essays - 1500 words - 1

Assignment - Term Paper Example The political sphere today is male dominated, as shown by the high numbers of males participating in politics (Lawless & Fox 2012). In the USA, women account for only 16.6 percent of congress. On the other hand, women make up only 8 percent of the mayors of the nation’s largest cities. Similarly, Britain registers lower representation of women in politics, compared to the U.S.A. (PressTVGlobalNews 2011). Globally, in July 2006, women accounted for 17 percent of parliamentarians worldwide, and a woman headed the government in only seven countries (UNICEF, 2007). According to Anne, Deckman, and Swers (2011), the under-representation of women in politics is not blamed on legal restrictions, but probably on the bias of voters and parties, which favor the male politicians. Nonetheless, despite women under-representation in politics, a number of women in different countries have risen in the political scene, with impeccable performance, which is responsible for their influence in th e politics of their countries and the world. In 2011, the Forbes Magazine published a list of the most powerful women in the world. Among the first top five most powerful women in the list, three were female politicians. The most powerful woman in politics was considered to be Angela Merkel, who â€Å". . . directly controls the $2.9 trillion GDP of Germany and influences the $14.8 trillion economy of the European Union† (Goudreau 2011, para. 2). Besides being the first female chancellor of Germany, Merkel is also the party leader of Christian Democratic Union in Germany. She has held this political office in Germany since 2005, and re-elected in 2009. Merkel is also responsible for overseeing the operations of the Eurozone, ensuring stability, and unification of the members. In addition, the stabilization of the European Union is one of her core duties. This makes Germany the only country among the top largest economies of the world to be headed by a female leader (Gedmin

Human and Animal Interrelationships from Domestication to Present Term Paper - 5

Human and Animal Interrelationships from Domestication to Present - Term Paper Example ef that many individuals have that animals cannot be considered as sentient beings; therefore, extending any form of rights or the expectation thereof, is tantamount to extending rights to an unconscious object. Ultimately, the debate is somewhat circular due to the fact that neither animal rights activists nor their counterparts who advocate a reduction in animal rights rules and practice can definitively prove that consciousness exists within animals and therefore is worthy of a level of respect. With respect to this brief analysis, the author will propose an opposing viewpoint with regards to the inherent belief that animals should engender further rights and protections under law. Whereas it should not be noted that this analysis will take a contrary in view of the fact that animals are important, should be respected, and preserved for future generations, it will be the express intent of this author to engage the reader with an understanding for the fact that many of the fundamen tal arguments that animal rights activists put forward as evidence for why further animal rights should be manifested within the current world are fundamentally flawed. Firstly, it must be understood that humans are most certainly the most evolved creatures that exist on earth. By means of the process of evolution, humans have a degree of power and control with regards to their environment. For many years, individuals of a religious persuasion believed that God had given mankind â€Å"dominion† over the earth. However, whether or not one believes in evolution or whether or not one believes in intelligent design is not the issue; rather, the issue is the fact that the overall intellects and functional capacity of humans necessarily places them in a situation that they are able to make a discerning judgments and determine value based upon the needs and rights of the environment around them. Said one author, â€Å"There are a lot of people in the animal rights movement who can be very

Amsterdam Company Essay Example for Free

Amsterdam Company Essay Question 2 Presented below is information related to Rembrandt Inc.s inventory. (per unit)SkisBootsParkas Historical Cost273.79152.7576.37 Selling Price312.70208.95106.27 Cost to distribute27.3811.533.60 Current replacement cost292.52151.3173.49 Normal profit margin46.1141.7930.62 Determine the following: Question 3 Matlock Company uses a perpetual inventory system. Its beginning inventory consists of 67 units that cost $40 each. During June, the company purchased 202 units at $40 each, returned 8 units for credit, and sold 168 units at $67 each. Journalize the June transactions. Question 4 Amsterdam Company uses a periodic inventory system. For April, when the company sold 700 units, the following information is available. Compute the April 30 inventory and the April cost of goods sold using the average cost method. Question 5 Amsterdam Company uses a periodic inventory system. For April, when the company sold 600 units, the following information is available. Compute the April 30 inventory and the April cost of goods sold using the FIFO method. Question 6 (FIFO, LIFO, Average Cost Inventory) Esplanade Company was formed on December 1, 2011. The following information is available from Esplanades inventory records for Product BAP. PurchasesUnitsUnit Cost January 1, 2012(beginning inventory)7628.00 January 5, 20121,5249.00 January 25, 20121,65110.00 February 16, 20121,06111.00 March 26, 201276212.00 A physical inventory on March 31, 2012, shows 2,032 units on hand. Prepare schedules to compute the ending inventory at March 31, 2012, under each of the following inventory methods. Assume Esplanade Company uses the periodic inventory method. Question 7 Floyd Corporation has the following four items in its ending inventory. Determine the final lower of cost or market inventory value for each item. Question 8 Kumar Inc. uses a perpetual inventory system. At January 1, 2013, inventory was $320,786 at both cost and market value. At December 31, 2013, the inventory was $428,714 at cost and $403,231 at market value. Prepare the necessary December 31 entry under: Question 9 Boyne Inc. had beginning inventory of $15,000 at cost and $25,000 at retail. Net purchases were $150,000 at cost and $212,500 at retail. Net markups were $12,500; net markdowns were $8,750; and sales were $196,250. Compute ending inventory at cost using the conventional retail method. Question 10 (Gross Profit Method) Astaire Company uses the gross profit method to estimate inventory for monthly reporting purposes. Presented below is information for the month of  May. Question 11 Previn Brothers Inc. purchased land at a price of $30,400. Closing costs were $1,820. An old building was removed at a cost of $14,850. What amount should be recorded as the cost of the land? Question 12 Garcia Corporation purchased a truck by issuing an $108,000, 4-year, zero-interest-bearing note to Equinox Inc. The market rate of interest for obligations of this nature is 10%. Prepare the journal entry to record the purchase of this truck. Question 13 Mohave Inc. purchased land, building, and equipment from Laguna Corporation for a cash payment of $352,800. The estimated fair values of the assets are land $67,200, building $246,400, and equipment $89,600. At what amounts should each of the three assets be recorded? Question 14 Fielder Company obtained land by issuing 2,000 shares of its $12 par value common stock. The land was recently appraised at $103,700. The common stock is actively traded at $50 per share. Prepare the journal entry to record the acquisition of the land. Question 15 Navajo Corporation traded a used truck (cost $23,600, accumulated depreciation $21,240) for a small computer worth $4,366. Navajo also paid $1,180 in the transaction. Prepare the journal entry to record the exchange. Question 16 Mehta Company traded a used welding machine (cost $10,080, accumulated depreciation $3,360) for office equipment with an estimated fair value of $5,600. Mehta also paid $3,360 cash in the transaction. Prepare the journal entry to record the exchange. Question 17 Depreciation is normally computed on the basis of the nearest A). full month and to the nearest dollar. B). day and to the nearest cent. C). day and to the nearest dollar. D). full month and to the nearest cent. Question 18 Fernandez Corporation purchased a truck at the beginning of 2012 for $54,180. The truck is estimated to have a salvage value of $2,580 and a useful life of 206,400 miles. It was driven 29,670 miles in 2012 and 39,990 miles in 2013. Compute depreciation expense for 2012 and 2013. Question 19 Lockhard Company purchased machinery on January 1, 2012, for $79,200. The machinery is estimated to have a salvage value of $7,920 after a useful life of 8 years. (a) Compute 2012 depreciation expense using the double-declining balance method. (b) Compute 2012 depreciation expense using the double-declining balance method assuming the machinery was purchased on October 1, 2012. Question 20 Jurassic Company owns machinery that cost $1,145,700 and has accumulated depreciation of $458,280. The expected future net cash flows from the use of the asset are expected to be $636,500. The fair value of the equipment is $509,200. Prepare the journal entry, if any, to record the impairment loss. Question 21 Everly Corporation acquires a coal mine at a cost of $501,600. Intangible development costs total $125,400. After extraction has occurred, Everly must restore the property (estimated fair value of the obligation is $100,320), after which it can be sold for $200,640. Everly estimates that 5,016 tons of coal can be extracted. If 878 tons are extracted the first year, prepare the journal entry to record depletion. Question 22 Francis Corporation purchased an asset at a cost of $58,200 on March 1, 2012. The asset has a useful life of 8 years and a salvage value of $5,820. For tax purposes, the MACRS class life is 5 years. Compute tax depreciation for each year 2012–2017. Question 23 Celine Dion Corporation purchases a patent from Salmon Company on January 1, 2012, for $50,820. The patent has a remaining legal life of 16 years. Celine Dion feels the patent will be useful for 10 years. Prepare Celine Dions journal entries to record the purchase of the patent and 2012 amortization. Question 24 Karen Austin Corporation has capitalized software costs of $768,500, and sales of this product the first year totaled $390,630. Karen Austin anticipates earning $911,470 in additional future revenues from this product, which is estimated to have an economic life of 4 years. Compute the amount of software cost amortization for the first year. (a) Compute the amount of software cost amortization for the first year using the percent of revenue approach. (b) Compute the amount of software cost amortization for the first year using the straight-line approach. Question 25 Jeff Beck is a farmer who owns land which borders on the right-of-way of the Northern Railroad. On August 10, 2012, due to the admitted negligence of the Railroad, hay on the farm was set on fire and burned. Beck had had a dispute with the Railroad for several years concerning the ownership of a small parcel of land. The representative of the Railroad has offered to assign any rights which the Railroad may have in the land to Beck in exchange for a release of his right to reimbursement for the loss he has sustained from the fire. Beck appears inclined to accept the Railroads offer. The Railroads 2012 financial statements should include the following related to the incident: A). recognition of a loss only. B). creation of a liability only. C). disclosure in note form only. D). recognition of a loss and creation of a liability for the value of the land. Question 26 Roley Corporation uses a periodic inventory system and the gross method of accounting for purchase discounts. On July 1, Roley purchased $66,000 of inventory, terms 2/10, n/30, FOB shipping point. Roley paid freight costs of $1,210. On July 3, Roley returned damaged goods and received credit of $6,600. On July 10, Roley paid for the goods. Prepare all necessary journal entries for Roley. Question 27 Takemoto Corporation borrowed $93,000 on November 1, 2012, by signing a $95,093, 3-month, zero-interest-bearing note. Prepare Takemotos November 1, 2012, entry; the December 31, 2012, annual adjusting entry; and the February 1, 2013, entry. (For multiple debit/credit en tries, list amounts from largest to smallest, e.g. 10, 8, 6. Round all answers to 0 decimal places, e.g. 11,150.) Question 28 Whiteside Corporation issues $629,000 of 9% bonds, due in 14 years, with interest payable semiannually. At the time of issue, the annual market rate for such bonds is 10%. Compute the issue price of the bonds.(Use the present value tables in the text. Question 29 Indiana Jones Company enters into a 6-year lease of equipment on January 1, 2012, which requires 6 annual payments of $37,560 each, beginning January 1, 2012. In addition, the lessee guarantees a residual value of $20,870 at lease-end. The equipment has a useful life of 6 years. Assume that for Lost Ark Company, the lessor, collectibility is reasonably predictable, there are no important uncertainties concerning costs, and the carrying amount of the machinery is $191,722. Prepare Lost Arks January 1, 2012, journal entries. Question 30 On January 1, 2012, Irwin Animation sold a truck to Peete Finance for $26,050 and immediately leased it back. The truck was carried on Irwins books at $20,800. The term of the lease is 5 years, and title transfers to Irwin at lease-end. The lease requires five equal rental payments of $7,048 at the end of each year. The appropriate rate of interest is 11%, and the truck has a useful life of 5 years with no salvage value. Prepare Irwins 2012 journal entries.

Analysis Of The Mare Chicose Landfill Environmental Sciences Essay

Analysis Of The Mare Chicose Landfill Environmental Sciences Essay The purpose of this research was to have an overview of how a landfill is being managed. To be more knowledgeable of the techniques that is being put in practice for a good management. In addition, to identify the negative effects of landfill to workers, the population and environments. A site visit at Mare Chicose Landfill was conducted for that purpose. With the help of an Engineer the details were being explained and thus help in the refi nining of our checklist From the results, two important points were found: Landfill Gas and leachate pond which are major factors which need more attention to avoid negative effects. A Landfill which is not properly managed causes a lot of problems to the health, contamination of ground water, odours, and many health effects. 1.1 Objective of the research A site visit was conducted at Mare Chicose Landfill, in order to have an overview of how a landfill is managed. The purpose of the visit consists of identifying the hazards of the landfill present with evaluation and calculation of the risks. Furthermore, the control measures that are being adopted and to determine if the measures are adequate. 2. Literature Review 2.1 Definition of waste According to Taylor and Allen (1) any material which is of no further use can be regarded as waste. Human activities produced wastes materials. Waste management philosophies outlined that most wastes can be reused or recycled. Waste can be classified into solid, liquid, gaseous. Sources of solid wastes include residential, commercial, institutional, construction and demolition, municipal wastes, treatment plant sites, industrial, agricultural (Tchobanoglous 1993). With the increase in population rate during the last decades, the generation of waste has accelerated, due to industrialization and urbanization and furthermore, with the developments of technology and science also (Cardinali Richard, 2001). Increase in standard of living has given rise to waste generation and efficient and effective control measures need to be implemented so as not to deteriorate the health of people and the environment (Khalil Nadeem, Khan Mubashra, 2009). It has been a great concern and much attention ha s been given internationally on this issue. Each country has different waste hierarchy and options due to different geography, cultures, environment among others. (Pitt Michael, 2005). According to a recent study carried out in UK (reported in Recycling World, October 2000) Austria, Netherlands, Sweden, Germany growth in recovery and recycling exceeds the growth in waste. Followed by Denmark and Switzerland but in the slow lane are France, UK, and Norway where there use of landfill has increased. (Cardinali Richard, 2001). 2.2 Integrated Solid Waste Management and Waste Hierarchy Therefore in the light of these growing concerns many professionals have proposed theories and solutions as to how the pollution can be minimized (Halawani et al.1993).Also, in an attempt to reduce the final volumes of wastes and to have sufficient funds for waste management the recycling process and recovery material can be used to get funds for waste management; whereby, the Integrated Solid Waste Management (ISWM) comes into the picture. Integrated Solid Waste Management (ISWM) is a framework that helps us to understand waste management and most importantly how to reduce wastes. (1):http://www.Taylor and Allen Therefore, it proposes a Waste Management Hierarchy for the best solution that put waste management options in order of sustainability, from the most favoured option to the least desired one. (Shown in figure 1).The Waste Management Hierarchy is a list of approaches to managing waste, arranged in order of preferability. The Environmental Protection Acts of most Australian States treats the Waste Hierarchy as a core principle and the UK Environment Agency supports the Waste Hierarchy as a general guide to selecting the best option for dealing with waste.   However, despite the fact that it is widely used throughout the developed world, some critics have questioned the effectiveness of the model is actually implemented.   For instance, in Australia implementation of the hierarchy has been patchy, with most effort to date focused on recycling and composting (Gertsakis and Lewis, 2003).   Figure 1: Sustainability and The Waste Management Hierarchy (adapted from J.Gertsakis and H Lewis, 2003) Also in an attempt to reduce waste, the chairman of the US Senate Environment and Public Works committee, suggest that manufacturers must take full responsibility of their products from the whole life cycle of the products and when it becomes waste also thus reducing the burdens on the municipalities (Cardinali, 2001). Both the developed and developing countries have experienced accidents due to releases of hazardous wastes(UNEP,1994,FEPA,1991:Shaw,1992)At the international level, the awareness regarding waste began in 1992 with the Rio Conference, where efficient handling of waste was priority of the Agenda 21.The Johannesburg World Summit on Sustainable Development in 2002 focused on initiatives to accelerate the shift to sustainable consumption and production and the reduction of resource degradation, pollution and waste by giving priority to waste reduction recycling, reuse followed by the safe disposal of waste .Therefore, as a measure of precaution it is in the best interest for most countries to make landfill as the last resort and option. 2.3 Overview of Landfills Landfill is the cheapest method for disposal of waste: it is immensely used by many countries. Solid wastes, is any unwanted or discarded solid item. Municipal Solid Waste comes from homes, businesses and other urban areas. But the heavy dependency on the landfill has led to filling up of most landfill sites. Example in America before 1988, 80% of MSW were disposed of in landfills. By 2009 four or five landfills in operation will be full and the cost of a new one cost approximately $90 million (Anonymous, 1992). According to Dr. W.L. Rathje, a garbologist at the University of Arizona, he gave this shocking testimony to the scale of modern landfills at a governmental hearing, quoting that: I was told that the largest monument ever built by a New World civilization was the Temple of the Sun, built in Mexico about 2000 years ago. It occupied thirty million cubic feet. I can still remember my shock when my students told me that A San Francisco landfill, made up of two mounds compiled since 1977 solely out of cover dirt and the MSW from three cities, held seventy million cubic feet, a total of nearly five Sun Temples. Landfills are clearly the largest refuse heaps in the world. Since land is a scarce resource, therefore the European union has sensitized many countries on the need to use sustainable methods .In this context therefore, the waste hierarchy (consisting of waste minimization, reuse, recovery; recovery such as energy recovery from incineration and finally disposal to landfill) and the BPEO (Best Practicable Environmental Option) are widely encourage to be used. Even though the amount of waste has diminished still the amounts of waste disposed of to landfill have increased (Pitt Michael, 2005). 2.31 Zero landfill Zero waste is a philosophy that promotes the redesign of resource life cycles so that all products are reused. Any wastes sent to landfills are minimal. Zero waste is not only about recycling but also avoiding landfills and preventing from waste production itself. The paradox is that the proportion of waste going into landfill may decrease but the volumes of Municipal solid waste are increasing ant that too in excess of 3 percent yearly for many developed nations (Douglas, 1992). The concept of zero landfill can never be achieved fully because there will be still a minimum of waste generated therefore landfill will always continue to exist. 2.32 Landfill Management: After being landfilled the waste decomposes into chemical and biological processes normally taking more than 50 years. But during the degradation process the solid waste generates 0.2 m3 of contaminated wastewater known as leachate, which in turn depending on the climate (amount of rainfall) and types of waste its colour varies from black to brown .Rainfall plays a very important role in creating leachates. Factors affecting leachates are: age, precipitation, seasonal weather variation, waste types and composition. Leachate include several parameters such as COD,BOD5, organic carbon, ammonia nitrogen , chlorides, iron manganese, phenols and AOX but little or no phosphorus.(2).Therefore pretreatment of leachate is vital. Treatment of leachate constitutes of: Leachate chanelling: Combined treatment with domestic sewage, Recycling, Biological treatment: aerobic or anaerobic, chemical precipitation: to remove high strength of ammonium nitrogen. CW (constructed wetland) is, however, a rel atively new approach to eliminating environmental pollution, based on purification of waste waters with halophytes planted in an artificial wetland and employing the self-cleaning ability of ecosystems for its biological treatment process. Presently, some hundred CWs are in operation in Europe (Bulc et al., 1998) Capping: Once cell is filled to maximum of waste, it is covered to prevent the entry of precipitation (rainfall) and the escape of gas, odour and introduction of further leachate. Moreover, can place soil over the capping or covering for a better protection. Two types of sealing liner: polymeric geomembranes and geosynthetic clay liners. Caps should include a drainage layer above and a gas collection layer between the caps lining system. Leachate pond affect groundwater if leakage. More polluted groundwater will be discharged into streams wetlands and lakes. 2.33 Landfill Gas and Flaring It is formed from the biodegradation of wastes. It normally occurs at elevated temperatures and eventually it will be saturated with water vapour. The major components of LFG are methane and carbon dioxide. Methane is an odourless gas and travelling away from sites can cause landfills fires when combines with air in certain proportions. Three processes by which landfill gas occurs; Bacterial decomposition, volatilization, and chemical reactions. The volume of landfill gas produced at a site depends on these factors: waste composition, age of refuse, presence of oxygen in the landfill, moisture content, and temperature. Source (2): http:www.scitopics.com Figure 2: Typical Gas Composition at an engineered Landfill Site. (Adapted from Environment Agency November 2002) The purpose of landfill gas flaring is to dispose of the flammable constituents safely and furthermore to avoid negative effects caused by odours, Care must be taken in the management of LFG so as to; Reduce impact on air quality; Gas does not spread beyond the perimeter of the site, to avoid landfill fires, to permit energy recovery and also to avoid odour and health risks. 2.34 Important points to be considered in the design of a landfill and facilities required inside the landfill are: Nature and quantities of waste, water control, operational and restoration requirements, construction effects must be considered ,risk assessment, protection of soil and water, leachate management, gas control and Environmental nuisances. Moreover, the access of the landfill, the opening hours, types of wastes accepted should be marked and displayed at the entrance. In addition to that provision of an office plus the first aid area, bathing and toilet facilities, lockers, mess rooms, waste reception area ,store, parking area and a wheel clearer is essential for preventing mud from being carried out on the public road lastly the provision of adequate water supply in case of fire. 2.35 Health effects on Landfilling Landfills should be the last resorts due to the scarcity of lands and many health problems encountered through it. There is a large body of literature on the potential adverse health effects of different waste management options. Example in a research done by (Saffron Lisa, 2003) it has been found that 220 papers have been published about the health effects from landfill sites. Many studies have been made on human populations about the hazards to health from landfill sites (Pitt Michael, 2005) but 101 are based on health impacts of landfill sites and 23 about health impacts of contaminated drinking water. Six papers discovered the evidence linking health effects with landfill sites. (Vrijheid M, 2000), revealed that health problems associated include respiratory symptoms, irritation of the skin, nose and eyes, gastrointestinal problems, fatigue, headaches. Environmental (Vrijheid M, 2000).These studies was conducted in order to look for a link between landfill sites and the following health outcomes: Reproductive outcomes(31studies),Cancer(29), psychosocial impacts(19), health problem not specified in abstract(14),mortality(5), injuries poisoning(2).Also EPA, revealed that many problems which occurred are because of the poor management of landfills. Most often theses problems are long term and include possible contamination of the groundwater and surface water regimes, among others. According to recent research, it was found that women who live near landfill sites has an elevated risk of having a baby with congenital malformations and also suffers from stress, fatigues, headaches, eye infections or irritations, coughs, stuffy noise, dry throat, and nausea and spontaneous abortions.(www://bmj.com).Also the other health impacts associated according to another research done by an international journal (Saffron lisa et al. ,2003) revealed that there is an increased risk of contracting cancer and also it contribute to global warming and loss of biodiversity as well and the depletion of non-renewable resources. In addition, mentioned was made in this journal that people living near and far off the sites contracts nearly same types of health problems. Each people immune systems are different; one can be more resistant while the others can be less. Research on Landfill site in Nant-y-Gwyddon revealed that an increase rate in congenital abnormalities in residents near the site, but it has been challenged by (Roberts et al: 2000).They were also suffering from stress, fatigues, headaches, eye infections or irritation, coughs, stuffy nose, dry throat and nausea and spontaneous abortions. Also the birth prevalence of gastoschisis seems to be increasing internally and nationally. The main weakness of the studies about landfill health effects is the complete lack of exposure data. Where the hazards from landfill sites have been identified, as is the case in the National Priorities List sites in the USA, it is possible to estimate exposure using the EPA Human Exposure Model (Wolfinger, 1989). The results of this type of analysis are uncertain and are based on risky assumptions. These remain estimates, not data. Most often theses problems are long term and include possible contamination of the groundwater and surface water regimes, odour, noise and visual nuisances (EPA). In an international journal (Saffron lisa,2003) revealed that there is an increased risk of contracting cancer and also it contribute to global warming and loss of biodiversity as well and the depletion of non-renewable resources, mentioned was made in this journal that people living near and far off the sites contracts nearly same types of health problems. Each people immune systems are different; one can be more resistant while the others can be less. Figure3: Components of landfill (adapted from Department of Environmental Conservation New York) The above figure shows the components and how the landfill has been design considering the different layers from the top to the bottom. In order to promote rainfall run-off away from the landfill a 24-inch thick barrier protection layer composition of soil and overlying 6 inches of vegetation topsoil serve to prevent the underlying geomembrane. To avoid again infiltration of rainfall a 60 mm geomenbrane along with the underlying low permeability clay layer are placed, thus this is done to avoid generation of additional leachate. Sand or gravel together with pipe lines are being placed so as to collect landfill gasses generated by decomposition waste. It is then followed by the waste mass, where all the waste is stock till decomposition. It is obvious that waste which contains water generate leachate therefore a primary leachate collection with pipe in place, so as to prevent the contamination of deep water sources a 60mm thick geomembrane underlines the leachate collection system and on the bottom of landfill syrong textile component to make a composite liner. However, another secondary leachate collection pipe is present after structural fill to avoid completely the leachate underground contamination. The final is a plastic geomembrane is to protect again the soil and the deep water sources. This design serves to protect the environment from contaminants which may be present in the municipal solid waste. The landfill siting plan, which prevents the siting of landfills in environmentally sensitive areas, as well as on-site environmental monitoring systems, which monitor for any sign of groundwater contamination and for landfill gas, provide additional safeguard. 2.36 Specifically Engineered Landfill (Basel Convention UNEP) At the start of the project, proper planning shall be carried out considering that the landfill would not cause harm either to people or environment. Therefore high standard of controlling measures shall be put in place and establish control procedures which would monitor and even anticipate what to do after all cells have been filled. Hazardous waste must be disposed off before reaching the landfill and it can be done by either incineration or physio chemical processors. 2.37 Health and safety aspects associated with solid waste management All activities in solid waste management involve risk. From the place of collection to the final stage in landfill risk is directly associated. However, we need to quantify the risk and identify the main hazard which may cause harm to people thus having a direct impact on the business. Risk which exists and is liable to cause damage to our health safety and even welfare and can be categorized in the following context: Disease, injuries and accident Disease -Illnesses which comprise of infectious disease, allergies, respiratory damage and even cancer. Some disease is derived from direct injections of infectious micro-organisms, others involve infection through contamination of the food chain, whereby animals or other vectors have ingested infectious micro-organisms Injuries joint and spinal damage, fractures, puncture wounds, damage to eyes and ears and other part of the body Accidents- slides from unstable disposal piles, cave-ins of disposal site surfaces, fires, explosions, being caught in processing equipment, and being run over by mobile equipment The workers are greatly exposed to the various risk at the landfill are specially, those who get involves in the segagation process. This practice is good for the recycling processes but its health consequence is beard up by workers. Those workers are exposed to fecal matters, saturated toxic materials, bottle with chemical residues, metals containers with residues pesticides and solvents, needle and bandages from hospital, battery containing heavy metals, not to forget the pollution caused by the mechanical vehicles which is inhale by the workers. Moving into more details the occupational illnesses and health consequences which cause tremendous nuisance to the workers exposed in a landfill are:- The risk of vibration from heavy vehicles cause damage to the back and joint also the lifting of waste fill containers can damage our spine in the long run and if over- exposed very detrimental in the short run From our respiratory ingestion of particulates bio-aerosol, and volatile organic are penetrated in our system through our routes of entry Infection are being caused from direct contact with contamination material, dog and rodent bites, or eating of waste fed animals Wounds punctured or bruised can contribute or cause health problems like tetanus, hepatitis, and HIV infections. Frequent head and nausea are caused from anoxic condition where disposal sites have high methane, CO2 and carbon monoxide. The consequences of burning metals arise the risk of lead poisoning.(Sandra Cointreau,2006) 2.38 The need for risk assessment in a landfill Risk assessment is important in a landfill as it contributes in the planning process. Strategic goals are being evaluated based on the risk assessment carried out. The identification of hazards is essential so as to mitigate the various risks present in the landfill. Engineering and administrative control would be based on the risk assessment done and this show the gravity or severity of the hazard present in the landfill. This is done in order to mitigate the negative impact on environment. Risk assessment in a landfill would comprise of undergoing to find ways how to control or even reduce the deterioration of ecological system, As the analysis of two major areas: Adverse health and environmental effects of exposure to hazardous chemical and failure of complex technological system. The risk assessment of a landfill should take place well in advance before it is in operation and this analysis would identify the various problem which may crop up and predict or design ways how to mitigate risk and find appropriate control measure. Nevertheless, the ecological risk assessment and the engineering risk assessment must be combining under one main component which is the environmental risk assessment. Developing the risk assessment we should know:- What are types of waste we are dealing are they harmful? We must know who are exposed to those hazards(people, animals, aquatic life etc) (3)To what extent it is affecting environment (magnitude, frequency)? (4)Is there the need to provide corrective measures? Risk assessment involvement in the landfill would be a continuous process and it shall be carried out even after its closure. So, this evaluation exercise predicts and illustrates preventive measures for the environment. (TE Butt, 2008) 3 METHODOLOGY: HEALTH AND SAFETY TOUR AT MARE CHICOSE SANITARY LANDFILL 3.1 OBJECTIVE A site visit was organized on 29/09/10 at Mare Chicose sanitary landfill. The purpose of the visit was to see the geographical location of the landfill, understand the management operations, vehicular movement control, and plant installations requirements and identify the hazards with evaluation of the risks present in the landfill. A checklist was formerly prepared prior to the visit on the hazards. Most of the work was adopted from Hobart City Council/Environmental aspects register (3) 3.2 OBSERVATIONS The Mare Chicose sanitary landfill is the only engineered landfill of Mauritius and it covers an area of about 32 hectares of land. It is operational since November 2007 and is managed by sotravic ltee. The sanitary landfill has been constructed with a designed capacity of about 20,000 tons of solid waste. It was scheduled during design stage to receive about 300 tons of waste daily but actually receive 1200 ton per day. The five cells of the landfill as at to date are full. The construction of a 6th cell is under construction to respond to the increasing demand of waste disposal which include municipal waste, textile waste, tyres and papers. At the construction phase, precautionary measures have been taken not to contaminate underground water table. The bed is protected by a layer of high density polyethylene impermeable membrane followed by 400g/m2 three layers of non woven geotextile. Above it follows a thick layer of aggregates of size 32mm which is finally covered by another layer of 1.5mm geotextile. In between are located leachate pipes whose functions are to collect the liquid leachate to a leachate pond. In the design of the main pipes for leachate, the annual rainfall factor has been considered so that the accumulated rainfall on the bed is properly disposed off. Management of leachate is very important to ensure that there is no run out in drains and neighboring fields and cause environmental concern. Leachate also produce odour which is reduced with use of synthetic cover made of biodegradable plastic on top of the solid waste. (3): source http://www.risk assessement landfill The depth of the landfill is usually 4m. However the solid wastes are piled up to a height of 25 to 50m above ground level and are protected again on top with another layers of geotextile membranes, aggregates, sub soil and top soil which prevents infiltration of rain water in the disposed waste. Most of the disposed wastes in the landfill are organic and the settlement of the waste in the present cells will be about 6 metre over 15 years. It should be noted that methane gas is produced in dangerous concentration at bottom as a byproduct during decomposition of the waste in anaerobic condition. This gas has a green house effect and is managed through a flaring system: the gas is captured by aspiration from bottom of the landfill through a 460mm diameter slotted pipe to prevent its direct migration into the air. Methane is collected in a gas flare plant which has a capacity of 1500 m3 of gas per hour. It receives the gas through gas well chambers which are located on top of the capping. One gas well chambers cover a radius of 40m of the capped landfill. The captured methane gas is either used to produce electricity or is released into the atmosphere as carbon dioxide after the flaring process. The following analysis is done on monthly basis to prevent environmental problem: ,Leachate, Surface water for storm water monitoring, Underground water table and boreholes, air monitoring through gas analyser for CH4, CO2, and O2 (every three month), noise ,dust. The following health and safety measures have been taken at the landfill: The 50 workers posted are vaccinated against Tetanus and Hepatitis at intervals of six months. Regular health surveillance/medical checkup by a medical practitioner. Protective equipment provided: Earmuff, rubber boot, respiratory mask and eye goggle. All loaders/compacters in use are air conditioned and the machines are designed such that there is no risk of overturning. The landfill is a restricted area and access is authorized only with permission from Ministry of Local Government. All staff are trained in fire safety and first aid No work normally done inside waste- breathing apparatus is used if required. No radioactive waste, acids and medical waste are accepted. All liquid waste are directed to St Martin. All electronic waste are disposed off in separate concrete basin known as encapsulation. All asbestos are received only in sealed bags and disposed off deep in trenches and properly backfilled. A risk assessment was carried out during the health and safety tour at the sanitary landfill. The hazards identified have been evaluated in terms of its likelihood that a problem may occur and the damage it might cause. The consequences or potential severity of injury or damage, measured on a scale has also been assessed and a risk score given by multiplying the likelihood scale with the severity scale. The risk assessment carried out is quantitative and has been adapted from the five steps to risk assessment from the Health and Safety Executive. The steps are as follows: STEP ONE- Identifying the hazards STEP TWO Determine the risk or decide who might be harmed. STEP THREE Evaluate if the risk is tolerable. STEP FOUR Record the findings and prepare risk control plan. STEP FIVE Review the assessment if there is change in any work procedure/equipment. 3.3 RISK ASSESSMENT AT MARE CHICOSE For the purpose of this project, the following definition has been considered: HAZARD Hazard is defined as a source of inherent potential to cause harm or damage or injury. RISK Risk is defined as the likelihood/probability of the harm or damage or injury occurring. The risk assessment was carried out to evaluate the environmental and occupational hazards present on the landfill to determine the level of action required to reduce the risks to an acceptable level. When evaluating the risks imposed by the hazard, we have considered both the likelihood and severity of the event happening. LIKELIHOOD This is defined as the chance of an event actually occurring. When making an assessment of likelihood, we established which of the following categories most closely describes the likelihood of the hazardous event occurring: Very Likely Could happen frequently Likely Could happen occasionally Unlikely Could happen, but only rarely Very Unlikely Could happen but probably never will SEVERITY Severity is defined as a measure of the expected consequence should an accident occur. When assessing the consequences of an accident, the most severe category one could reasonably expect to result from that accident has been selected. The severity is categorized as follows: Major injuries irreversible injury and Death Moderate injuries a serious injury or damage to health requiring extended time off work to effect best recovery. Minor injuries a reversible injury or damage to health needing several days away from work to recover. Recovery would be full and permanent. Insignificant Injuries-require first aid only and may need the remainder of the work period or shift off before being able to return to work. Requires no action to control.When making the risk assessment, all aspects of likelihood and severity has been taken into consideration. The interrelated parameters of likelihood and severity has been defined as risk score and any score of 9 and above is rated as unacceptable or of significant risk requiring immediate action with implementation of important control measures. CONTROL MEASURES Control measures are defined as corrective measures already in place to reduce the risk at an acceptable level. Consideration shall also be taken that these control measures are either engineering or administrative. However, some other control measures do exists but it all depends on the financial position of the organization and also to what extent are the control measures appropriate for the hazard present. These control measure are adopted in order to either eliminate completely the hazard or to mitigate the hazards. Implemented by whom and when The health and safety officer shall propose to management the measure to be taken and who responsible to implement the control measure. Also, depending on the urgency and the degree of risk that the environment is exposed to, a time frame shall be established. Thus, in any work which has been delegated by the management to the department concern, the latter shall be responsible and also accountable in time limit proposed. VISIT TO MARE CHICOSE SANITARY LANDFILL SITE (Risk Assessment carried out on 29/09/10) LIKELIHOOD: 1=Very unlikely 2=unlikely 3=likely 4=very likely. SEVERITY: 1=Insigni

Heart and Soul Gem and Jewellery Analysis

Heart and Soul Gem and Jewellery Analysis Executive Summary Heart and Soul Gem and Jewellery is a well established company in Sri Lanka for the past 15 years. We have been catering to this market successfully and we have a proven track record of our achievement throughout past years. As mentioned above our products are Gem and Jewellery, and we market stones as well as designer jewellery to our target market. Our target market is the high end markets that always look for delicate and unique presence of styles in jewellery as well as in stones. We have been the market leader in Sri Lanka for the past five years and have been very successful in holding our position. In order to expand our business internationally we are now in the process of moving into different countries and exporting Gem and Jewellery. On this basis now we are in the progress of exporting Gem and Jewellery to the US market. Not only exporting but also we are planning to open up our retail outlets in the main suburbs which are well known for our types of products which would be California as well as Los Angeles. Thus, the following report will be analysing the US market as well as the feasibility of our products being exported there. The reports analyses various areas including the market analysis, product specifications, pricing, promotions, rules and implications and so on. Introduction Socio-cultural Analysis As early days as well as today market for Gems have a high demand all over the world. Mainly the biggest buyer for Gem stones are United States and European countries. People who are highly rich and moderate income earners coming from Royal Families, Celebrities from Hollywood to Bollywood wear these precious stones for their ultimate satisfaction needs. In USA most ladies wear these expensive stones such as Pearls, Rubies, and Sapphires for uniqueness and for the charming effect that built through these precious stones. Most men and women wear this stones to show there prestige as well as to enhance their public image and to show their wealthiest and the social class. As the social impact of having a Gemstone is remarkable experience and also mentioned as Good luck. A person who receives a wedding ring or the wedding necklace embedded with Diamond stones, on the wedding day she will be the luckiest lady in the whole world. Also another example a mother who receives a birthstone for her little one will be a memorable gift for all mothers of all ages. According to US culture women who are rich and fashionable, they normally dont miss to wear these accessories. Most of the elegant women who are capable of having several kinds of gemstones have the advantage of using variety of stones depending on the occasion. As an example diamonds gives a classy look and posh image for evening gatherings. And Rubies are very precious that gives a charming effect on women. Economic Analysis Gems Jewellery industry is one of the fastest growing markets in the world. Mainly USA is the largest buyer for gems and jewellery. The trends and challenges can influence the gems and jewellery market is in USA. There was a less demand for platinum jewellery in last few years in USA. One of the pluses accruing for the falling U.S. Dollar is the consequent depreciation which results. In this way, the products made in US will become more attractive in the international market. In the same way our gem export will be facing the Dollar shortage. This challenge will have to be circumventing by other ways. Firstly, it is wise to open a Sri Lanka branch in US because it can serve several purposes. Its can supply wholesale or retail or do the advertising of our local product. Sri Lanka branch can be sensitive to the customs, restrictions or variation keep our country in form. Our Sri Lankan Branch in Los Angeles can do so much to outdo the glittering synthetics for the following reasons. Also a future purchases in US on gemstone will be at a higher price. It is true that the entire ruff for the gem stone come to US from outside US has only a few exceptions. The general trend is that foreign stone have a general rising price trend that is keeping pace with the growing, fashions demand of US. The Product Evaluate product as an innovation as it is perceived by the intended market Relative Advantage Most importantly, the consumer must consider the product should have benefits that are superior to other options (Solomon, 2008, p. 653).Sri Lanka is well known as the island of gems, because the brilliant range of gems found in its soil, namely cats eye, spinel, blue, white, star and fancy sapphires, garnet, topaz, moonstones, zircon, , and chrysoberyl. The stones are mining in larger scale in Ratnapura and Elahara areas. Gem cutting ensures maximum yield and the best quality as well as its brings the maximum beauty, rarity, durability, and value of the stones. Compatibility The innovation must be consistent with current needs, values, beliefs, and behaviours. (Solomon, 2008, p. 652).U.S.A people love jewellery and they appreciate it when their jewellery is fashionable. They have different perception towards different stones. Mostly diamond stone is more popular in USA. The Market Describe the market(s) in which the product is to be sold Geographical region(s) Los Angeles is one of the renowned cities of United States of America. The city measures 71km longitudinally and 47km latitudinal. The perimeter of the city is 550km. (The Mineral and Gemstone Kingdom, 2010) It is the only major city in the United Statesseparated by a mountain range. Los Angeles in the United States is a most renowned place for Gem Exhibition. The gem collection in Los Angeles is a very prominent place because it has history along several years. The Gem collection has a world-wide in range and boasts particular strengths in different types from California and other such states. (The Mineral and Gemstone Kingdom, 2010) The collections are being actively improved principally through purchases with customer preferences. Forms of transportation and communication available in that region The Los Angeles in the United States operate a well form of transportation system for bus lines, as well as subway and light rail lines across Los Angeles City, with a combined daily ridership of 1.7 million. The majority of this (1.4 million) is taken up by the citys bus system, the second busiest city in the country. The subway and light rail combined average the remaining roughly 319,000 boarding per weekday. (Gem Fashion, 2010) Around 12% of Los Angeles commuters ride some form of public transportation, which places Los Angeles fourth among the 10 largest cities in the U.S. for the share of person along the ride using public means of transport. The citys subway system is the ninth busiest in the United States and its light rail system is the countrys third busiest. The city also has a commuter rail system Metro link in the central which links Los Angeles to all neighboring counties as well as many suburbs. Consumer buying habits Product-use patterns The passion with possessing gems is quite universal. Gems haveamusedand attracted for thousands of years. This also has been the gifts and sums of kings and queens and other such rulers. Most vital gems are the most demanding gifts to give or receive. Gems represent as a symbol of devotion and are the powerful approach of saying evermore to a loved one. Due to the hardiness of gems, they can be passed from one generation to another. A gem collecting is quite interesting; unlike purchasing a stockpile or a bond, trading with gems are enjoyable investments to accumulate. (Where are Gemstones found?, 2009) Although gems do not endow with income in the classical pattern, they provide an intuitive incomeexceptional in the collector market. Gems are uncommon, they are limited and findings have become exceedingly rare. Most precious stones are very old and the finest gems are long gone. Most extensive colour gemstone is accomplished withprehistorichand tools, a process by which invention cannot be accelerated to meet demand. (Gem Fashion, 2010) The best way to buy gemstones is to collect when the marketplaces are slowdown and sell when the markets are hot. Gemstones may represent an ideal store-of-value if inflation accelerates.Gemstones are the most determined form of wealth known to man. Gems are extremely convenient; and simply could be obscured and stored. Gems are concealed, convenient, non-detectable asset, and they are tremendous valuable wealth.Gems are anonymous and private; it is easy to store the gems secretly in a bank vault or other such secure place. Product feature preferences Ruby Ruby is a legendary gem because it has a fiery red colour. In close proximity to its colour, it is a most attractive gem due to its solidity, sturdiness, lustre, and rarity. Most of the transparent rubies of large sizes are even rarer than diamonds. The transparent flawless ruby in terms of value is most expensive compared to the other Gems. . (The Mineral and Gemstone Kingdom, 2010) Rubies should be Transparent in order to get an expensive value. Diamond Diamond is the mostvaluable Stone. It is well-known for its amazing lustre, hardness and beauty. It is the most valuable gems in the type of gemstone. The most fortunate shape diamond is one that is colourless with a sapphire shade or one, which sprays blue and scarlet rays with no black dots.Diamonds are the solid substance on terrain. (The Mineral and Gemstone Kingdom, 2010) They are more brilliant than any other natural gem. Their sparkling fire, durability, and rarity make them the most prized of gems. Diamonds are the mostglistening of true gems. They have a brilliant lustre, and alsoshow signs of dazzling colour flashes known as fire. Blue Sapphire Blue is the foremost colour of the sapphire. Blue is also the favourite colour, for certain people, men and women alike. The colour, strongly relates to the sapphire as it is, with thoughts of compassion and accord, friendship and loyalty: feelings which belong to individuality that show their appeal in the long term. Thus the azure of the sapphire has become a colour which fits as stable and reliable. (The Mineral and Gemstone Kingdom, 2010) That is one of the reasons that women prefer in many country wish for a sapphire ring on their engagement. The sapphire represents loyalty, but in the similar time it gives expression to peoples love and desire. Emerald Emeralds are excellent gemstones. In top quality, fine emeralds are still more precious than diamonds. These encompass the most beautiful, most intense and most beaming green that can probably be imagined as emerald green. The name emeralds come from Greek. Innumerable far-fetched stories have fledged up around this splendidgem. The green of the emerald is the colour of being and of the springtime, which comes round again and again. But it has also, for centuries, been the colour of beauty and of constant love. In olden days in Rome, green was the colour of Venus, the goddess of beauty and adore. And in the present day, this colour standstill a special site in many cultures and religions. Green, for example, is the divine colour of Islam. Many of the states of the Arab leagues have green in their streamer as a representation of the unity of their reliance. (The Mineral and Gemstone Kingdom, 2010) However this colour has a high status in the Catholic Church too, where green is regarde d as the most natural and the most elemental of therelated colours. There are many more stones which are highly demandable in USA, among which the above are the most vital and well known stones. Shopping habits These are the products that could be purchase to suit your need at any cost. The result array covers every price points, from low to high end. The designs are available at customer preference. Often buyers rely on the expertise of the sellers to pick out the latest patterns available in their stores. Buyers can purchase any expensive product when it comes for occasional seasons. Some buyers buy for their personal and private collections. Most of the Americans prefer expensive stones because they prefer Gems as an asset because investing is worthwhile because they last longer and keeping it would have a very huge demand if the stone is really valuable. (Solomon, 2008) The customers could ask for their own preferences if they do not want to buy the design that is available in the market for higher price. Distribution of the product Retail Outlets The distribution methods which we are going to carry on will consist of retail outlets as well as the use of agencies as the middlemen in the process. As mentioned before we are planning to open our company Palmna Gem and Jewellers in America, in Los Angeles and California which are the highly potential places to market Gem and Jewellery. Thus, well be having typical retail outlets in these two places. For now we are planning to operate one retail outlet in Los Angeles and one in California. (Where are Gemstones found?, 2009) The retail outlet in Los Angeles will be situated in down town which is actually the hub for all gemstones and jewellery outlets. Famous gemstones history lies in Los Angeles such as American Golden Topaz, Bismarck Sapphire Necklace, etc. (History of Famous Gemstones, 2000) Even though the competitors are nearby which might be a challenge for us to market our products, having outlets near them will automatically create the possibility of driving the target market to our outlets since they will anyway come to downtown of Los Angeles for the purchase of Gems and Jewellery. The spots marked in red in the map shows the competitors outlets in Downtown. The next outlet will be in California, which is the second major place which has a very high potential market for Gems and Jewellery. This outlet will be located in San Diego in California. This part of California is well known for tourists attraction. Not only a place filled with tourists but it is also a place where you can find most of the rich and the wealthy people living who is our potential target market. (Gemstones found in California, 1995-2009) Thus, the choice of this place is basically to attract the tourists who visit San Diego and also the rich business men in California. Middlemen involved in sales Since our company is having outlets only in Los Angeles and California, in order to distribute our products to potential customers in other regions of USA, we are planning to have agencies involved in it. The main reason of having these agencies would be to handle operations in other parts of USA. Gems and jewelleries are too risky to be outsourced to external agencies. Thus, we will be having our own internal agencies who will be working in different regions all over USA. They will be part of our employees and will be paid fixed fees on every transaction. Any additional payments will be on the basis of the number of sales they make. These agencies will be in regions such as, Tennessee, Arizona, Oregon, Idaho, Montana, Arkansas and Nevada. (Current Gemstones in United States, 2005-2009) These are potential places which have gem markets and also gem mines. These agencies will not only be responsible for the distributions in the relevant regions but also will act as Competitor Intelligence (CI) through which our company will keep in track of the competitors acts. Advertising and Promotion Advertising Media In order to promote our gem and jewelleries successfully in the US market, we have planned of various promotional aspects which would enable us to reach the target markets successfully. On that basis, when it comes to advertising in media the following would be our marketing strategies. Pricing Strategy Customary Mark-ups We are in the aim of taking our gem and jewelleries world by storm in the future. We do not have the same level of price mark ups for all our products. But, we do give the guarantee that the stones and jewellery we are selling genuine stones sourced and obtained by our company under the laws and regulations of USA. The reason why we do not have fixed mark-ups for our products is that the gems are exported from Sri Lanka which are truly genuine and are priceless. According to the customer and the value of different stones we keep a mark-up. But normally as all other retailers, the mark-up would be 300% or more. (Internet Forums, 2009) Considering the above factors, we cannot exactly decide the prices of the gemstones yet the values of the stones can be revealed. Approximately the values of the gemstones would be as follows In the above table ND stands for the value not disclosed because it would reveal proprietary information of small number of producers, included in totals. Available Discounts The discounts would vary from stone to stone and from purchase to purchase. Especially bulk purchases by consumers provide them with higher discounts than usual. Yet, the discounts would normally be a minimum of 5% to a maximum of 50% (The most widel traded Gemstones, 2009). Our company discounts will normally range as follows. Compare and contrast your product and the competitions products Direct Competitors When exporting gemstones to USA we are bound to meet many competitors in the market, therefore we need to make sure that the gems and jewelry are up to high standard and with great quality to survive in the industry. The main three direct competitors are, Tiffany co Macys jewelry Zales jewelry Tiffany co. Tiffany co. is known for great jewelry and for good quality for more than 150 years where the diamonds found at tiffanys stores are difficult to be found in other stores unless special orders for that type of quality is made. (Jewellers, 2009) They have many types of diamond jewelry starting form rings, bracelets, earrings, necklaces and pendants, and also engagement jewelry etc. packaging is done in a variety of ways but tiffanys is mainly famous for the blue box and the white bow which also has a hidden meaning of quality jewelry. Tiffanys also provide a full life time warranty where as if the diamond is not up to standard or as promised in the certificate they accept the jewelry back and provides with a refund of the full purchase price or a replacement with a diamond that meets each of the characteristics warranted. When a stone is cut for brilliance it may also loose size, and as known for brilliance is our measure tiffanys diamonds are cut for beauty not for size. The price range will vary from $1,000.00 to $ 50,000.00 for all the diamond stud jewelry, (Jewellers, 2009)However when purchasing a tiffany diamond the customer gets a brand name which is easily identifiable, Therefore customers mainly pay for the name of the brand not just for the product. Tiffanys promotional strategies are through websites which includes all the details of whats new in store and the respective prices and the outlets available in each city. Brochures, leaflets and billboards and jewelry exhibitions are also part of their promotional campaign to make the customer s more knowledgeable about the fine quality diamonds and jewelry available in store. (Jewellers, 2009) Macys Jewelry Macys has gained its brand equity throughout the years and will be a major competitor to us in the market as they are similar and consist of many gemstones with jewelry, gemstones such as diamond, ruby, sapphire, semi precious gemstones, turquoise, diamonds, cubic zirconium etc. it is known for quality and supplies a variety of jewelry to its customers primarily rings, bracelets, watches, mens jewelry, fashion jewelry, necklaces and pendants etc. The jewelry boxes are packed in many ways with different colours to suit the taste of the customer and different shapes. The price range will vary from $500.00 to $10000.00 based on the customers preference and the gem and jewelry type. (Jewellers, 2009) Like any famous brand mostly the price will be determined according to the brand as mostly the customers will have to pay a higher amount for the brand name. Macys uses different types of advertising and promotional methods to create awareness of whats new in stores and to gain customer loyalty. The promotional strategies are mainly promotional campaigns, billboards, leaflets, brochures, and magazine articles as gem and jewelry is a high end product and too much of publicity will cheapen the image of the product. Promotional campaigns will consist of events such as jewelry exhibitions where it will be easy access for Macys to reach its customers. (Jewellers, 2009) Zales Jewelry As most of the Americans prefer diamonds when wanting to purchase a gemstone Zales jewelry can also be classified as a competitor to us in the gem and jewelry industry. They have been in the industry and had been trusted since 1924 by making fine quality high class diamond stud jewelry which is mainly watchs, bracelets, necklaces and pendants, rings and engagement jewelry etc. (Jewellers, 2009) The brand name is not so prestigious at Zales but they do deliver fine quality diamond jewelry to its loyal customers and furthermore customers have to pay only for the piece of jewelry and not for the brand name as for the other competitors. All the jewelry is packed and given to customers in unique jewelry boxes with different colours mostly to suit customer preference mostly in pink, blue and black at the Zales jewelry store. Distribution is done all around Los Angeles, California (Burbank Town center, Glendale Galleria, Citadel outlet, West Side Pavilion, Fox Side mall, Santa Anita Fashion Park etc.) so that it will be convenient for customers to go to the nearest store and purchase jewelry according to their choice. The prices of diamond stone stud jewelry will be approximately from the range of $400.00 to $8000.00 and more varying according to the jewelry piece. (Jewellers, 2009) Zales jewelers will also conduct exhibitions which are open for any person to come and purchase jewelry according to their preference and taste and the diamond cut quality they require. The promotions they will conduct will be the giving out of brochures, billboards, web site etc. Market Size Expected Industry Sales USA is one of the largest market for Gem and Jewellery with 4% of the global Gems and Jewellery market. The expected industry sales in the domestic market for the year 2010 would be over US$ 10 billion. Apart from this the export market is expected to have a sales level of US$ 17 billion in the year 2010 which is around14% of the USA exports. USA accounts for about 20% of the world consumption in Gem and Jewellery and also one of the largest countries in the world known for diamond cutting and polishing. (Current Gemstones in United States, 2005-2009) Expected Company Sales In such a large market our expected sales for the planning year would be US$ 2.3 billion covering both the retail and the exports sales. This would be only around 8% of the industry sales. We are not expecting high sales in the planning year itself since itll be of a great challenge to capture a place in such a huge market. Thus, through our jewellery retail outlets we are planning for a sale of US$ 0.8 billion and through gem stone exports a sale of US$ 1.5 billion. Government participation in the market place Procedure for Export of Gems All Gem Exports should be channelled through the Exports Division of the National Gem and Jewellery Authority. ) Colombo Gem Centre Ratnapura or Gem Export Centre, Air Cargo Village, Air Port- Katunayake. The prospective Exporter should obtain a Gem Dealers License to cover the value of the merchandise to be exported. Exporters who wish to export their Gems should bring their goods to the Export Division N.G.J. A., before 3.00 p.m. on all working days 12.00 noon on Saturdays with eight (08) Copies of Commercial Invoices, which are to be used as follows. Export Manager Original Sri Lanka Customs 2nd Copy NGJA Statistics Division 3rd Copy 4th Copy to be used to make relevant payments to NGJA. Statistics Division (Customs)- 5th Copy 6th to 8th Copies are released to the Exporter. They are used to obtain Insurance Cover, for Airmail/Air Freight purposes, G. S. P. Certificate, Carnet Certificate and a copy to be retained by the exporter. Invoice The items will be examined at the Examination table by N.G.J. A. Gemmologist / valour and Customs Gem Appraiser / Gemmologist in the presence of the Exporter or his / her authorized representative. The sealed parcel is kept back with the N.G. J. A. and four copies of the invoice will be handed over to the exporter duly acknowledged by Export Manager; for the receipt of the parcel. Then the exporter is required to obtain insurance coverage for the parcel and pay the Export Service fee on F. O. B. The Exporter should get the Airway Bill from the respective Air Line Office and get a confirmation of the date and Air line which Air freights the Gem Parcel to the destination. On the day of collecting the parcels, Exporter should come to the NGJA, and particulars of the parcel have to be entered in the Releasing Register before 10.00 a.m. Air Mail parcels are released on all working days. The N.G.J. A. will check all the documents pertaining to the Export and release the parcel to Customs through Exporter enabling them to release the parcel to the Air Line (for Air Freight Parcels). After Customs formalities, are completed parcel (Air Mail) will be kept by Customs till it is released to the Post Office at the NGJA., for which the Exporter must bear the cost of air mail and stamp fees. After having the above mentioned approvals exporter can send the gemstone to the exporter country. Part Two Marketing Plan Executive Summary With the clear idea about the company, the market and the products to be exported which are clearly and specifically mentioned in the Marketing Audit, the following will detail the information about the marketing and sales of our company in USA. This Marketing Plan would focus on the promotional aspects, distribution, price determination and also the estimated budget and the income statement for the year 2010. This analysis would give a very clear idea regarding the process and possibilities of having a successful business in USA. It also highlights the vital aspects and how we are planning to market our product in such a competitive market which is totally different from our country Sri Lanka in ways of Culture, Technology, Economy, Politics and many more. This analysis was carried out with the use of the primary data collected from our company and other companies in Sri Lanka who are similarly exporting to USA. The secondary data collection was done through the internet and the relevant books which gave us ample of information regarding the industry and the market in USA. Thus, we were able to complete the report successfully and were able to put forward a detailed Marketing Plan. Marketing Objectives Product adaptation or modification Core component The market for Gemstone is more or less based on demand and rarity. Most people pay more for variety of gems that are esteemed and that are hard to find. It is moreover easy to get attracted to a certain colour gemstone, and finding usually a synthetic or fake jewel that reflects just as the real thing. Real jewellery with the label natural or genuine would show a little bit about the origins and terminology of types of gems. (Import Inspection, 2007) There are certain categories of gems that are allied with certain rock types. A person should be familiar with rocks; so that it will be easier to value with different types of gems that are common or extremely rare. For example, quartz is somewhat easy and frequently easy to find in nature. Though, gems can only be found in specific and limited environments, thus it is far more costly and valued. Packaging component There is a special packaging for Gemstones in order to sell the product in the market. Higher quality packaging material is used to pack the gemstones. For every purchase of a Gem the customers would be provided with authentic leather jewelry boxes layered with the company logo as a personal keepsake. Additionally, a purchase will arrive enclosed in a special glossy black Box, hand tied with a silver satin ribbon for every purchase. There is a Gift for every purchase .The customers will be impressed with the class, quality and distinctive design. Support services component To support the customers is a great pleasure because it will make the customers know the types of precious gem stones among the vast collection. Gem stones are undoubtedly unique gifts from Mother Nature and it is immensely important to preserve the natural quality and substance of the stone while cutting and designing to make the jewellery. It is important to provide high quality gemstone while preserving the genuine colour, shape and texture of the gem to the customers. Most of the Americans prefer gem stones, especially the Blue Sapphires and Rubies because they are world renowned for their great colour and value. Thus, the customers should be given to select the best gem stones when visiting to the store. Internet Forums, 2009) Promotion Mix Advertising Since the largest category in our advertising budget is likely to be the media costs, it makes sense to have a sound plan to manage that investment. The tool we need is a good media plan which helps us with every aspect of advertising. Advertising media refers to various means of advertising vehicles such as billboards, magazines, newspapers, television, and internet by which promotional messages are communicated to the public. The below mentioned advertising objectives would explain the importance of this particular area. Objectives Raise awareness of the company product by 25% a month, within the clearly identified target market. To implement geographic coverage within the California and New York cities. Communicate about the most precious and rarest gems available and the value for money of obtaining those. Build confidence in the organization and achieve an average of 60% increase in the sales. To be informative and encourage further information search for our product. To create a reputation as the market leader in Gems and therefore increase brand recognition loyalty. Media Mix After understanding the various aspects of each media separately and the advantages and the limitations of each, we can conclude that no single media would be able to reach the target population individually. The advertisers need to prepare an extensive media mix in order to accomplish their objective of maximum reach and frequency. Thus our media mix for this particular campaign will be elaborated separately as follows. (Highlights, 2008) TELEVISION ADVERTISEMENT: We chose Television as our media vehicle of broadcasting for the advertisement to be aired out of which especially ABC FOX, since these were considered the most watched TV channels in California and New York. Since most of the people are unaware of the company, we suggest the ads are aired 3 days a week between the time period of 7.00 pm and 10.00 pm du Heart and Soul Gem and Jewellery Analysis Heart and Soul Gem and Jewellery Analysis Executive Summary Heart and Soul Gem and Jewellery is a well established company in Sri Lanka for the past 15 years. We have been catering to this market successfully and we have a proven track record of our achievement throughout past years. As mentioned above our products are Gem and Jewellery, and we market stones as well as designer jewellery to our target market. Our target market is the high end markets that always look for delicate and unique presence of styles in jewellery as well as in stones. We have been the market leader in Sri Lanka for the past five years and have been very successful in holding our position. In order to expand our business internationally we are now in the process of moving into different countries and exporting Gem and Jewellery. On this basis now we are in the progress of exporting Gem and Jewellery to the US market. Not only exporting but also we are planning to open up our retail outlets in the main suburbs which are well known for our types of products which would be California as well as Los Angeles. Thus, the following report will be analysing the US market as well as the feasibility of our products being exported there. The reports analyses various areas including the market analysis, product specifications, pricing, promotions, rules and implications and so on. Introduction Socio-cultural Analysis As early days as well as today market for Gems have a high demand all over the world. Mainly the biggest buyer for Gem stones are United States and European countries. People who are highly rich and moderate income earners coming from Royal Families, Celebrities from Hollywood to Bollywood wear these precious stones for their ultimate satisfaction needs. In USA most ladies wear these expensive stones such as Pearls, Rubies, and Sapphires for uniqueness and for the charming effect that built through these precious stones. Most men and women wear this stones to show there prestige as well as to enhance their public image and to show their wealthiest and the social class. As the social impact of having a Gemstone is remarkable experience and also mentioned as Good luck. A person who receives a wedding ring or the wedding necklace embedded with Diamond stones, on the wedding day she will be the luckiest lady in the whole world. Also another example a mother who receives a birthstone for her little one will be a memorable gift for all mothers of all ages. According to US culture women who are rich and fashionable, they normally dont miss to wear these accessories. Most of the elegant women who are capable of having several kinds of gemstones have the advantage of using variety of stones depending on the occasion. As an example diamonds gives a classy look and posh image for evening gatherings. And Rubies are very precious that gives a charming effect on women. Economic Analysis Gems Jewellery industry is one of the fastest growing markets in the world. Mainly USA is the largest buyer for gems and jewellery. The trends and challenges can influence the gems and jewellery market is in USA. There was a less demand for platinum jewellery in last few years in USA. One of the pluses accruing for the falling U.S. Dollar is the consequent depreciation which results. In this way, the products made in US will become more attractive in the international market. In the same way our gem export will be facing the Dollar shortage. This challenge will have to be circumventing by other ways. Firstly, it is wise to open a Sri Lanka branch in US because it can serve several purposes. Its can supply wholesale or retail or do the advertising of our local product. Sri Lanka branch can be sensitive to the customs, restrictions or variation keep our country in form. Our Sri Lankan Branch in Los Angeles can do so much to outdo the glittering synthetics for the following reasons. Also a future purchases in US on gemstone will be at a higher price. It is true that the entire ruff for the gem stone come to US from outside US has only a few exceptions. The general trend is that foreign stone have a general rising price trend that is keeping pace with the growing, fashions demand of US. The Product Evaluate product as an innovation as it is perceived by the intended market Relative Advantage Most importantly, the consumer must consider the product should have benefits that are superior to other options (Solomon, 2008, p. 653).Sri Lanka is well known as the island of gems, because the brilliant range of gems found in its soil, namely cats eye, spinel, blue, white, star and fancy sapphires, garnet, topaz, moonstones, zircon, , and chrysoberyl. The stones are mining in larger scale in Ratnapura and Elahara areas. Gem cutting ensures maximum yield and the best quality as well as its brings the maximum beauty, rarity, durability, and value of the stones. Compatibility The innovation must be consistent with current needs, values, beliefs, and behaviours. (Solomon, 2008, p. 652).U.S.A people love jewellery and they appreciate it when their jewellery is fashionable. They have different perception towards different stones. Mostly diamond stone is more popular in USA. The Market Describe the market(s) in which the product is to be sold Geographical region(s) Los Angeles is one of the renowned cities of United States of America. The city measures 71km longitudinally and 47km latitudinal. The perimeter of the city is 550km. (The Mineral and Gemstone Kingdom, 2010) It is the only major city in the United Statesseparated by a mountain range. Los Angeles in the United States is a most renowned place for Gem Exhibition. The gem collection in Los Angeles is a very prominent place because it has history along several years. The Gem collection has a world-wide in range and boasts particular strengths in different types from California and other such states. (The Mineral and Gemstone Kingdom, 2010) The collections are being actively improved principally through purchases with customer preferences. Forms of transportation and communication available in that region The Los Angeles in the United States operate a well form of transportation system for bus lines, as well as subway and light rail lines across Los Angeles City, with a combined daily ridership of 1.7 million. The majority of this (1.4 million) is taken up by the citys bus system, the second busiest city in the country. The subway and light rail combined average the remaining roughly 319,000 boarding per weekday. (Gem Fashion, 2010) Around 12% of Los Angeles commuters ride some form of public transportation, which places Los Angeles fourth among the 10 largest cities in the U.S. for the share of person along the ride using public means of transport. The citys subway system is the ninth busiest in the United States and its light rail system is the countrys third busiest. The city also has a commuter rail system Metro link in the central which links Los Angeles to all neighboring counties as well as many suburbs. Consumer buying habits Product-use patterns The passion with possessing gems is quite universal. Gems haveamusedand attracted for thousands of years. This also has been the gifts and sums of kings and queens and other such rulers. Most vital gems are the most demanding gifts to give or receive. Gems represent as a symbol of devotion and are the powerful approach of saying evermore to a loved one. Due to the hardiness of gems, they can be passed from one generation to another. A gem collecting is quite interesting; unlike purchasing a stockpile or a bond, trading with gems are enjoyable investments to accumulate. (Where are Gemstones found?, 2009) Although gems do not endow with income in the classical pattern, they provide an intuitive incomeexceptional in the collector market. Gems are uncommon, they are limited and findings have become exceedingly rare. Most precious stones are very old and the finest gems are long gone. Most extensive colour gemstone is accomplished withprehistorichand tools, a process by which invention cannot be accelerated to meet demand. (Gem Fashion, 2010) The best way to buy gemstones is to collect when the marketplaces are slowdown and sell when the markets are hot. Gemstones may represent an ideal store-of-value if inflation accelerates.Gemstones are the most determined form of wealth known to man. Gems are extremely convenient; and simply could be obscured and stored. Gems are concealed, convenient, non-detectable asset, and they are tremendous valuable wealth.Gems are anonymous and private; it is easy to store the gems secretly in a bank vault or other such secure place. Product feature preferences Ruby Ruby is a legendary gem because it has a fiery red colour. In close proximity to its colour, it is a most attractive gem due to its solidity, sturdiness, lustre, and rarity. Most of the transparent rubies of large sizes are even rarer than diamonds. The transparent flawless ruby in terms of value is most expensive compared to the other Gems. . (The Mineral and Gemstone Kingdom, 2010) Rubies should be Transparent in order to get an expensive value. Diamond Diamond is the mostvaluable Stone. It is well-known for its amazing lustre, hardness and beauty. It is the most valuable gems in the type of gemstone. The most fortunate shape diamond is one that is colourless with a sapphire shade or one, which sprays blue and scarlet rays with no black dots.Diamonds are the solid substance on terrain. (The Mineral and Gemstone Kingdom, 2010) They are more brilliant than any other natural gem. Their sparkling fire, durability, and rarity make them the most prized of gems. Diamonds are the mostglistening of true gems. They have a brilliant lustre, and alsoshow signs of dazzling colour flashes known as fire. Blue Sapphire Blue is the foremost colour of the sapphire. Blue is also the favourite colour, for certain people, men and women alike. The colour, strongly relates to the sapphire as it is, with thoughts of compassion and accord, friendship and loyalty: feelings which belong to individuality that show their appeal in the long term. Thus the azure of the sapphire has become a colour which fits as stable and reliable. (The Mineral and Gemstone Kingdom, 2010) That is one of the reasons that women prefer in many country wish for a sapphire ring on their engagement. The sapphire represents loyalty, but in the similar time it gives expression to peoples love and desire. Emerald Emeralds are excellent gemstones. In top quality, fine emeralds are still more precious than diamonds. These encompass the most beautiful, most intense and most beaming green that can probably be imagined as emerald green. The name emeralds come from Greek. Innumerable far-fetched stories have fledged up around this splendidgem. The green of the emerald is the colour of being and of the springtime, which comes round again and again. But it has also, for centuries, been the colour of beauty and of constant love. In olden days in Rome, green was the colour of Venus, the goddess of beauty and adore. And in the present day, this colour standstill a special site in many cultures and religions. Green, for example, is the divine colour of Islam. Many of the states of the Arab leagues have green in their streamer as a representation of the unity of their reliance. (The Mineral and Gemstone Kingdom, 2010) However this colour has a high status in the Catholic Church too, where green is regarde d as the most natural and the most elemental of therelated colours. There are many more stones which are highly demandable in USA, among which the above are the most vital and well known stones. Shopping habits These are the products that could be purchase to suit your need at any cost. The result array covers every price points, from low to high end. The designs are available at customer preference. Often buyers rely on the expertise of the sellers to pick out the latest patterns available in their stores. Buyers can purchase any expensive product when it comes for occasional seasons. Some buyers buy for their personal and private collections. Most of the Americans prefer expensive stones because they prefer Gems as an asset because investing is worthwhile because they last longer and keeping it would have a very huge demand if the stone is really valuable. (Solomon, 2008) The customers could ask for their own preferences if they do not want to buy the design that is available in the market for higher price. Distribution of the product Retail Outlets The distribution methods which we are going to carry on will consist of retail outlets as well as the use of agencies as the middlemen in the process. As mentioned before we are planning to open our company Palmna Gem and Jewellers in America, in Los Angeles and California which are the highly potential places to market Gem and Jewellery. Thus, well be having typical retail outlets in these two places. For now we are planning to operate one retail outlet in Los Angeles and one in California. (Where are Gemstones found?, 2009) The retail outlet in Los Angeles will be situated in down town which is actually the hub for all gemstones and jewellery outlets. Famous gemstones history lies in Los Angeles such as American Golden Topaz, Bismarck Sapphire Necklace, etc. (History of Famous Gemstones, 2000) Even though the competitors are nearby which might be a challenge for us to market our products, having outlets near them will automatically create the possibility of driving the target market to our outlets since they will anyway come to downtown of Los Angeles for the purchase of Gems and Jewellery. The spots marked in red in the map shows the competitors outlets in Downtown. The next outlet will be in California, which is the second major place which has a very high potential market for Gems and Jewellery. This outlet will be located in San Diego in California. This part of California is well known for tourists attraction. Not only a place filled with tourists but it is also a place where you can find most of the rich and the wealthy people living who is our potential target market. (Gemstones found in California, 1995-2009) Thus, the choice of this place is basically to attract the tourists who visit San Diego and also the rich business men in California. Middlemen involved in sales Since our company is having outlets only in Los Angeles and California, in order to distribute our products to potential customers in other regions of USA, we are planning to have agencies involved in it. The main reason of having these agencies would be to handle operations in other parts of USA. Gems and jewelleries are too risky to be outsourced to external agencies. Thus, we will be having our own internal agencies who will be working in different regions all over USA. They will be part of our employees and will be paid fixed fees on every transaction. Any additional payments will be on the basis of the number of sales they make. These agencies will be in regions such as, Tennessee, Arizona, Oregon, Idaho, Montana, Arkansas and Nevada. (Current Gemstones in United States, 2005-2009) These are potential places which have gem markets and also gem mines. These agencies will not only be responsible for the distributions in the relevant regions but also will act as Competitor Intelligence (CI) through which our company will keep in track of the competitors acts. Advertising and Promotion Advertising Media In order to promote our gem and jewelleries successfully in the US market, we have planned of various promotional aspects which would enable us to reach the target markets successfully. On that basis, when it comes to advertising in media the following would be our marketing strategies. Pricing Strategy Customary Mark-ups We are in the aim of taking our gem and jewelleries world by storm in the future. We do not have the same level of price mark ups for all our products. But, we do give the guarantee that the stones and jewellery we are selling genuine stones sourced and obtained by our company under the laws and regulations of USA. The reason why we do not have fixed mark-ups for our products is that the gems are exported from Sri Lanka which are truly genuine and are priceless. According to the customer and the value of different stones we keep a mark-up. But normally as all other retailers, the mark-up would be 300% or more. (Internet Forums, 2009) Considering the above factors, we cannot exactly decide the prices of the gemstones yet the values of the stones can be revealed. Approximately the values of the gemstones would be as follows In the above table ND stands for the value not disclosed because it would reveal proprietary information of small number of producers, included in totals. Available Discounts The discounts would vary from stone to stone and from purchase to purchase. Especially bulk purchases by consumers provide them with higher discounts than usual. Yet, the discounts would normally be a minimum of 5% to a maximum of 50% (The most widel traded Gemstones, 2009). Our company discounts will normally range as follows. Compare and contrast your product and the competitions products Direct Competitors When exporting gemstones to USA we are bound to meet many competitors in the market, therefore we need to make sure that the gems and jewelry are up to high standard and with great quality to survive in the industry. The main three direct competitors are, Tiffany co Macys jewelry Zales jewelry Tiffany co. Tiffany co. is known for great jewelry and for good quality for more than 150 years where the diamonds found at tiffanys stores are difficult to be found in other stores unless special orders for that type of quality is made. (Jewellers, 2009) They have many types of diamond jewelry starting form rings, bracelets, earrings, necklaces and pendants, and also engagement jewelry etc. packaging is done in a variety of ways but tiffanys is mainly famous for the blue box and the white bow which also has a hidden meaning of quality jewelry. Tiffanys also provide a full life time warranty where as if the diamond is not up to standard or as promised in the certificate they accept the jewelry back and provides with a refund of the full purchase price or a replacement with a diamond that meets each of the characteristics warranted. When a stone is cut for brilliance it may also loose size, and as known for brilliance is our measure tiffanys diamonds are cut for beauty not for size. The price range will vary from $1,000.00 to $ 50,000.00 for all the diamond stud jewelry, (Jewellers, 2009)However when purchasing a tiffany diamond the customer gets a brand name which is easily identifiable, Therefore customers mainly pay for the name of the brand not just for the product. Tiffanys promotional strategies are through websites which includes all the details of whats new in store and the respective prices and the outlets available in each city. Brochures, leaflets and billboards and jewelry exhibitions are also part of their promotional campaign to make the customer s more knowledgeable about the fine quality diamonds and jewelry available in store. (Jewellers, 2009) Macys Jewelry Macys has gained its brand equity throughout the years and will be a major competitor to us in the market as they are similar and consist of many gemstones with jewelry, gemstones such as diamond, ruby, sapphire, semi precious gemstones, turquoise, diamonds, cubic zirconium etc. it is known for quality and supplies a variety of jewelry to its customers primarily rings, bracelets, watches, mens jewelry, fashion jewelry, necklaces and pendants etc. The jewelry boxes are packed in many ways with different colours to suit the taste of the customer and different shapes. The price range will vary from $500.00 to $10000.00 based on the customers preference and the gem and jewelry type. (Jewellers, 2009) Like any famous brand mostly the price will be determined according to the brand as mostly the customers will have to pay a higher amount for the brand name. Macys uses different types of advertising and promotional methods to create awareness of whats new in stores and to gain customer loyalty. The promotional strategies are mainly promotional campaigns, billboards, leaflets, brochures, and magazine articles as gem and jewelry is a high end product and too much of publicity will cheapen the image of the product. Promotional campaigns will consist of events such as jewelry exhibitions where it will be easy access for Macys to reach its customers. (Jewellers, 2009) Zales Jewelry As most of the Americans prefer diamonds when wanting to purchase a gemstone Zales jewelry can also be classified as a competitor to us in the gem and jewelry industry. They have been in the industry and had been trusted since 1924 by making fine quality high class diamond stud jewelry which is mainly watchs, bracelets, necklaces and pendants, rings and engagement jewelry etc. (Jewellers, 2009) The brand name is not so prestigious at Zales but they do deliver fine quality diamond jewelry to its loyal customers and furthermore customers have to pay only for the piece of jewelry and not for the brand name as for the other competitors. All the jewelry is packed and given to customers in unique jewelry boxes with different colours mostly to suit customer preference mostly in pink, blue and black at the Zales jewelry store. Distribution is done all around Los Angeles, California (Burbank Town center, Glendale Galleria, Citadel outlet, West Side Pavilion, Fox Side mall, Santa Anita Fashion Park etc.) so that it will be convenient for customers to go to the nearest store and purchase jewelry according to their choice. The prices of diamond stone stud jewelry will be approximately from the range of $400.00 to $8000.00 and more varying according to the jewelry piece. (Jewellers, 2009) Zales jewelers will also conduct exhibitions which are open for any person to come and purchase jewelry according to their preference and taste and the diamond cut quality they require. The promotions they will conduct will be the giving out of brochures, billboards, web site etc. Market Size Expected Industry Sales USA is one of the largest market for Gem and Jewellery with 4% of the global Gems and Jewellery market. The expected industry sales in the domestic market for the year 2010 would be over US$ 10 billion. Apart from this the export market is expected to have a sales level of US$ 17 billion in the year 2010 which is around14% of the USA exports. USA accounts for about 20% of the world consumption in Gem and Jewellery and also one of the largest countries in the world known for diamond cutting and polishing. (Current Gemstones in United States, 2005-2009) Expected Company Sales In such a large market our expected sales for the planning year would be US$ 2.3 billion covering both the retail and the exports sales. This would be only around 8% of the industry sales. We are not expecting high sales in the planning year itself since itll be of a great challenge to capture a place in such a huge market. Thus, through our jewellery retail outlets we are planning for a sale of US$ 0.8 billion and through gem stone exports a sale of US$ 1.5 billion. Government participation in the market place Procedure for Export of Gems All Gem Exports should be channelled through the Exports Division of the National Gem and Jewellery Authority. ) Colombo Gem Centre Ratnapura or Gem Export Centre, Air Cargo Village, Air Port- Katunayake. The prospective Exporter should obtain a Gem Dealers License to cover the value of the merchandise to be exported. Exporters who wish to export their Gems should bring their goods to the Export Division N.G.J. A., before 3.00 p.m. on all working days 12.00 noon on Saturdays with eight (08) Copies of Commercial Invoices, which are to be used as follows. Export Manager Original Sri Lanka Customs 2nd Copy NGJA Statistics Division 3rd Copy 4th Copy to be used to make relevant payments to NGJA. Statistics Division (Customs)- 5th Copy 6th to 8th Copies are released to the Exporter. They are used to obtain Insurance Cover, for Airmail/Air Freight purposes, G. S. P. Certificate, Carnet Certificate and a copy to be retained by the exporter. Invoice The items will be examined at the Examination table by N.G.J. A. Gemmologist / valour and Customs Gem Appraiser / Gemmologist in the presence of the Exporter or his / her authorized representative. The sealed parcel is kept back with the N.G. J. A. and four copies of the invoice will be handed over to the exporter duly acknowledged by Export Manager; for the receipt of the parcel. Then the exporter is required to obtain insurance coverage for the parcel and pay the Export Service fee on F. O. B. The Exporter should get the Airway Bill from the respective Air Line Office and get a confirmation of the date and Air line which Air freights the Gem Parcel to the destination. On the day of collecting the parcels, Exporter should come to the NGJA, and particulars of the parcel have to be entered in the Releasing Register before 10.00 a.m. Air Mail parcels are released on all working days. The N.G.J. A. will check all the documents pertaining to the Export and release the parcel to Customs through Exporter enabling them to release the parcel to the Air Line (for Air Freight Parcels). After Customs formalities, are completed parcel (Air Mail) will be kept by Customs till it is released to the Post Office at the NGJA., for which the Exporter must bear the cost of air mail and stamp fees. After having the above mentioned approvals exporter can send the gemstone to the exporter country. Part Two Marketing Plan Executive Summary With the clear idea about the company, the market and the products to be exported which are clearly and specifically mentioned in the Marketing Audit, the following will detail the information about the marketing and sales of our company in USA. This Marketing Plan would focus on the promotional aspects, distribution, price determination and also the estimated budget and the income statement for the year 2010. This analysis would give a very clear idea regarding the process and possibilities of having a successful business in USA. It also highlights the vital aspects and how we are planning to market our product in such a competitive market which is totally different from our country Sri Lanka in ways of Culture, Technology, Economy, Politics and many more. This analysis was carried out with the use of the primary data collected from our company and other companies in Sri Lanka who are similarly exporting to USA. The secondary data collection was done through the internet and the relevant books which gave us ample of information regarding the industry and the market in USA. Thus, we were able to complete the report successfully and were able to put forward a detailed Marketing Plan. Marketing Objectives Product adaptation or modification Core component The market for Gemstone is more or less based on demand and rarity. Most people pay more for variety of gems that are esteemed and that are hard to find. It is moreover easy to get attracted to a certain colour gemstone, and finding usually a synthetic or fake jewel that reflects just as the real thing. Real jewellery with the label natural or genuine would show a little bit about the origins and terminology of types of gems. (Import Inspection, 2007) There are certain categories of gems that are allied with certain rock types. A person should be familiar with rocks; so that it will be easier to value with different types of gems that are common or extremely rare. For example, quartz is somewhat easy and frequently easy to find in nature. Though, gems can only be found in specific and limited environments, thus it is far more costly and valued. Packaging component There is a special packaging for Gemstones in order to sell the product in the market. Higher quality packaging material is used to pack the gemstones. For every purchase of a Gem the customers would be provided with authentic leather jewelry boxes layered with the company logo as a personal keepsake. Additionally, a purchase will arrive enclosed in a special glossy black Box, hand tied with a silver satin ribbon for every purchase. There is a Gift for every purchase .The customers will be impressed with the class, quality and distinctive design. Support services component To support the customers is a great pleasure because it will make the customers know the types of precious gem stones among the vast collection. Gem stones are undoubtedly unique gifts from Mother Nature and it is immensely important to preserve the natural quality and substance of the stone while cutting and designing to make the jewellery. It is important to provide high quality gemstone while preserving the genuine colour, shape and texture of the gem to the customers. Most of the Americans prefer gem stones, especially the Blue Sapphires and Rubies because they are world renowned for their great colour and value. Thus, the customers should be given to select the best gem stones when visiting to the store. Internet Forums, 2009) Promotion Mix Advertising Since the largest category in our advertising budget is likely to be the media costs, it makes sense to have a sound plan to manage that investment. The tool we need is a good media plan which helps us with every aspect of advertising. Advertising media refers to various means of advertising vehicles such as billboards, magazines, newspapers, television, and internet by which promotional messages are communicated to the public. The below mentioned advertising objectives would explain the importance of this particular area. Objectives Raise awareness of the company product by 25% a month, within the clearly identified target market. To implement geographic coverage within the California and New York cities. Communicate about the most precious and rarest gems available and the value for money of obtaining those. Build confidence in the organization and achieve an average of 60% increase in the sales. To be informative and encourage further information search for our product. To create a reputation as the market leader in Gems and therefore increase brand recognition loyalty. Media Mix After understanding the various aspects of each media separately and the advantages and the limitations of each, we can conclude that no single media would be able to reach the target population individually. The advertisers need to prepare an extensive media mix in order to accomplish their objective of maximum reach and frequency. Thus our media mix for this particular campaign will be elaborated separately as follows. (Highlights, 2008) TELEVISION ADVERTISEMENT: We chose Television as our media vehicle of broadcasting for the advertisement to be aired out of which especially ABC FOX, since these were considered the most watched TV channels in California and New York. Since most of the people are unaware of the company, we suggest the ads are aired 3 days a week between the time period of 7.00 pm and 10.00 pm du