Essay --

1. Context of the Cape Breton Regional Municipality community. Cape Breton Regional Municipality is "a community of communities" which put the county, city and towns together since 1995 because the local government of NS wants to reduce the number of incorporated towns and cities in the province. Therefore, the CBRM was created include the Municipality of the County of Cape Breton, the City of Sydney, the Towns of Glace Bay, Sydney Mines, New Waterford, North Sydney, Dominion and Louisbourg. The CBRM is the second largest municipality in the Province of Nova Scotia, Canada. Located on the eastern side of Cape Breton Island, it covers a total area of 2,470 square kilometers and currently has a population of 97,398. From the statistic Canada, the population in CBRM shows decreasing since 2006. By the resident information, it is divided into three sections to explain: demography; education level and labour market characteristic. (1). In the population sector, it includes age, sex and housing. In the age part, there were 28,090 people, which was 2 7.6% of the total number of CBRM, were 35-54 years in 2011. The people age between 20-64 years, which is labour force age, were 60,575 (60%). Over 65Â  year, old people in CBRM were 19,655 (20.0%) and 21,385 people which were 20.1% of the total number of the population was a youth under 19 year old. The median age people were 47.5% in CBRM, male and female were 46.4% and 48.3, respectively. In the sex part, the male in the CBRM were 46,075 in 2011, and female were 51,325. The age between 15-64 which was adults has the ability to work were 64,575, the male and female were 30,945 and 33,630, respectively. In the housing part, the total number of families were 28,805, 64.1 percent have been ma... ...ta-Cascante, D., & Trejos, B. (2013). Community Resilience in Resource-Dependent Communities: A Comparative Case Study. Environment And Planning A, 45(6), 1387-1402. Social economy; communities, economies and solidarity in Atlantic Canada.(Brief article)(Book review). (2012). Reference & Research Book News. Patterson, P., & Biagi, S. (2003). The loom of change : weaving a new economy on Cape Breton / Paul Patterson and Susan Biagi. Sydney, NS : University College of Cape Breton Press, c2003. Loxley, J., Silver, J., & Sexsmith, K. (2007). Doing community economic development / edited by John Loxley, Jim Silver and Kathleen Sexsmith. Halifax, N.S. : Fernwood Pub., c2007. Haughton G. Community Economic Development / Edited By Graham Haughton [e-book]. London : Stationery Office, 1999.; 1999. Available from: CBU Library Catalogue, Ipswich, MA. Accessed November 17, 2013.

Critically Assess Marx’s Theory of Class and Stratification

Marx class theory derived from his belief that class divisions are not found in all forms of society; classes are a creation of history. For Marx, classes are defined and structured by firstly, who owns or has property and means of production and who does the work in the production process, secondly the social relationships included in work and labour, and thirdly who produces and who rules the surplus human social labour can produce. All of these aspects of Marx class theory will be further explored in this essay. Marx believed that class divisions are not found in all societies, classes are a creation of history. The earliest and smallest societies (tribal and primitive) were classless. It is universally true that all human beings depend on the quest of meeting their basic needs – food, water, shelter and clothing. In these primitive societies, the working day was taken up with required labour in order to meet society’s basic needs and forces of production were distributed equally amongst the community. But when basic needs are met, this leads to man’s creation of new needs, as humans are forever dissatisfied animals. Marx defines human beings as producers (Callinicos, A, p. 98, 1996). Humans seek to transform nature to enable them to meet their needs and do this through two different mode of production. The first ‘forces of production’ which depends on what Marx calls the ‘labour process’. ‘‘Labour is first of all a process between man and nature, a process by which man, though his own actions, mediates, regulates and controls the metabolism between himself and nature’’ (C I 283). The relations of production is the social aspect, which involves the property rights of the productive forces, it is what distinguishes the modes of production for one another. Improvements in the labour force are determined by if man is able to produce the same amount of things but with less human labour. By been able to produce more effectively, therefore meant man gains more control over nature. Thus the developments of the labour process are a reflection of human technology (Callinicos, A, p. 8, 1996) and Marx believed that the developments of science and technology in society provide a basis on which future societies can build upon. Although Marx never said in so many words what he meant by class, his theory lies on the statement that â€Å"the history of all hitherto existing society is the history of class struggles. ’’ That once beyond primitive socities no labour can exist without means of production, which is who controls the direct producers. The central classes in capitalism are the bourgeoisie and the proletariat. Class divisions arise in society when the direct producers are separated from the means of production. The means of production, the bourgeoisie, become the monopoly of a minority and use exploitation and domination in relation to the producers, the proletariat. Marx looks at the working day in a class society and identies how capital exploits labour wage. During the first half of the day the worker produces goods in which he is paid to but during the second part of the day the worker performs surplus labour. Surplus labour is generated by how much labour time is left over after the employer has made back the equivalent of the cost of the wages of the labourer. The profit of this surplus labour is too small though to improve everyone’s standard of living, so it is taken by the minority who control the means of production. Marx decscribes four main types of class societies: Asiatic, ancient, feudal, and modern bourgeois, ‘‘the distinction between for example a society based on slave labour and a society based on wage labour – is the form in which this surplus labour is in each case exploited from the immediate producer, the worker’’ (C I 325). The practice of exploitation depends on the distribution of the means of production. In the case of slavery , it seems all the slaves labour is surplus labour , he is not permitted to any of his product. But the slave has to be kept alive in order to gain surplus power, therefore a proportion of the slaves wages is set aside to provide him his basic needs. In feudalism society, the peasant may have owned his animals and tools, but did not own the land he works on, therefore must divide his labour time between the work that needed to be done in order to provide for himself and his family and surplus labour for his lord. In both these mode of production, slavery and feudalism, exploitation is clearly visible and physical consequences are evident without question. However in capitalism exploitation is concealed. The worker is legally free, as he has volunteered to partake in the labour process. Marx wrote that workers are ‘‘ free in a double sense , free from the old relations of clientship, bondage and servitude, and secondly free of all belongings and possessions, and of every objective, material form of being, free of all property’’ (G 507). By not selling his labour power to the capitalist, the workers only other option is starvation. The means of production use economic pressures as a means of control over workers, not physical actions. Thus once the employer has employed the workers, he makes them work longer hours than necessary, creating surplus labour. In the case of feudalism, after centuries new methods of producing began to develop. But releasing these new methods worked against the ruling class–in the framework of the prior form of exploitation and the â€Å"legal and political superstructure† that had arisen out of it. This clash between the new opportunities and the structure of the previous order, was in severe crisis. Without new developments, the existing means of producing was not able to sustain any more development in the population, the Black Death followed, causing horrific events such as famines and disease and violence. The previous ways of shaping society and furthering the mode of production were brought to a halt. Marx foresaw that there could be revolution in society abolishing classes altogether. Then begins an epoch of social revolution,† , Marx wrote. Yet the ruling class were still dominating the workers, even though the mode of production had self-destructed. The ruling class dominates not only the way production is carried on, but all the other organizations and relations in society, whose structure aids the exploiters, control their power. As Marx explained, all class societies create a legal, political and ideological â€Å"superstructure† which functions to control the existing relations of production and guard the rulers from the ruled. But an important tool for the ruling class to persuade the working class is ideology– schemes of ideas that depict the recognized order as natural and positive to everyone, whatever its undeniable faults. Marx believed that the workers did not realise they were been exploited, had a false consciousness, mistaken sense that they could count on their employer. He believed that ideologies help sustain the ruling class, by giving misleading views to people about the world in order to exploit others about their position in society. It caused people to form mistaken views about the nature of society in order to keep the existing mode of production in action. Because the dominant or ruling class rules the social relations of production, the central ideology in capitalist society is that of the ruling class. Marx theory of class consciousness was an idea how to make members of a class aware that they have a common situation and interests and, moreover, are able to organize a collective defence of those interests (Elster, J, p128, Intro to Karl Marx). Marx saw that there were many logics why the proletariat would develop into a class that is conscious of its own status, power, obligations, and prospects. The objective condition of a class subsists because of its position in the productive process. Possession or non-possession of the means of production, place in the labour process, and the control over surplus regulate this. However a class such as the bourgeoisie or proletariat, may be unaware of this position, or in any case the effects of this position. Marx believed there would be a revolution, the workers would come together and rise up and fight to abolish the class system. Once everything had calmed down after the revolution, the proletariat would then own the means of production. He believed that no dominating class would exist and everything would be owned equally amongst society. He thought that if the working class were to take control of the means of production, they would inspire social relations that would help everyone proportionately, and an organization of production less at risk to repeated crises. Overall, Marx believed that nonviolent compromise of this issue was unrealistic, and prearranged and violent revolution would be necessary, because the dominating class would not surrender control without a fight. He speculated that in order to secure the socialist system, a dictatorship of the proletariat must be generated on a provisional foundation. Marx’s forethought of a revolution did not come true. As societies developed and expanded, the working classes grew to be more educated, obtaining detailed job skills and accomplishing the type of financial welfare that Marx never thought achievable.

Playing The Odds On Society - 975 Words

Playing the Odds on Society The act of gambling is considered deviant by societal standards today. In order to attain the label and stigmatization as a gambling addict, many steps or so called â€Å"rights of passage† must be completed. The following thoughts, notions, and theories are solely based off two interviews I have conducted. These interviews each focus on a subject who has been identified to express a psychological dependence on gambling. Furthermore, I will develop a view into the moral career as well as the identity of an addicted gambler. At first, the gambling addict is neither viewed as nor personally considers him or herself to have a dependence on gambling. But, as the mental illness progresses, recognition of the disease is carried out by individuals in close relation with the addict. This process ties to the labeling theory by showing how one can only be classified as deviant due to the recognition of others instead of through him or herself. Therefore, as the gambler continues to play the odds and lose money, those who are in close proximity to the addict’s life are the first to recognize the illness and stigmatize the individual. The job of the addict is to remain as discreet as possible in order for his or her stigma to remain hidden from public view. But once recognition of the addict’s deviance occurs, a powerful stigma is born leading the majority of people in close relation to develop shameful views on the freshly labeled man or woman. In order to beShow MoreRelatedThe Lack Of Authenticity : The Cost Of Conformity1497 Words   |  6 PagesThe Lack of Authenticity: The Cost of Conformity In the Merriam Webster Dictionary, conformity is defined as â€Å"behavior that is the same as the behavior of most other people in a society, group, etc.† People have been conforming to fit in with the group, to not be seen as the odd one out. Following road signs is a method in which people conform. It is for the safety of others and ourselves. In almost all cases, people will conform to what they believe or what they stand is right. However, there canRead MoreAnalysis Of The Book Of Margins And The Woods 1194 Words   |  5 PagesOctober 2014 LIFE (Live In Freedom Everyday) According to Frazier â€Å"In Praise of Margins†, â€Å"marginal† places and activities are valuable because they help people use their imagination, allowing them to free themselves. Margins could be anything from playing basketball, hanging out with friends, spending time alone, reading books, travelling, to anything that makes a person happy. Frazier gives a flashback to the place where he spent his childhood time and participated in foolish activity on â€Å"The woods†Read MoreBook Report On Kill A Mockingbird, By Robert E Lee834 Words   |  4 PagesAmerican, was falsely convicted of rape. This problem is still relevant in today’s society. There have been recent cases that have raised awareness for true equality. White cops have been killing African-Americans and getting away with it. A boy named Tamir Rice was killed in a park for playing with a toy gun. A man who was not resisting arrest was choked to death. African Americans will never be equ al in our society, because there are too many higher up officials who don’t believe in true equalityRead MoreThe Concept of Sociological Perspective of Deviance Essays1127 Words   |  5 Pagesplace in society. Situational deviance pertains to a group who engages in behavior that is considered â€Å"non- defiant and acceptable â€Å"however the behavior is still viewed as societally deviant. â€Å"Bad† deviance pertains to criminal behavior such as murder, rape, theft, and physical, mental or emotional abuse inflicted on an individual or group. â€Å"Good† deviance pertains to heroism, selflessness or behavior that involves placing the needs of others ahead of the needs of your own. 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History of Labor in the 19th Century

Essay about Reccomendations for Preventing Crime in...

Topic 4: Felton (1997) argues Future crime policies are likely to turn away from incarceration and towards prevention. Using your understanding of criminology and the reasons why people commit crime; provide a recommendation on what action you think the government should take to prevent crime in Queensland. Speculation has been raised about whether incarceration is effective for criminal offenders. When an offender goes against the law, it has been argued that they must take a social debt. Therefore, they are sent to prison to protect the public community, and to be punished. This solution hopefully prevents criminals from committing crime. However, future crime policies should turn away from incarceration and work more to preventing†¦show more content†¦And our study shows that incentives for graduation and parent training are the two things that work. The offender(s) and the stakeholders should take this quote into consideration, as they would discourage incarceration. This would reduce the likelihood of crime being committed. If this solution is eventually taken into consideration by the government, there will be a dramatic reduction in crime. Furthermore, crime policies should turn away from incarceration as it is extremely expensive compared to rehabilitation and crime prevention programs. It is evident that more and more people are being incarcerated for committing crime each year. Therefore the government is having to pay a large amount of money for the offenders to be imprisoned. Crime is currently costing the Australian government around $32 billion per year. It is approximately $30,000 to incarcerate an offender, however it is only $5,000 to treat an offender (Drug Policy Alliance, 2005). If this solution gets taken into place, it will negatively impact police officers as there will be loss of jobs as their job is to imprison perpetrators. Another group of stakeholders that will be negatively impacted are the victims of crime. As it is likely that only some offenders will be incarcerated, the victims of crime will possibly be unpleased or stressed. However they must

Market segmentation of Wesfarmers Samples †MyAssignmenthelp.com

Question: Discuss about the Market segmentation of Wesfarmers. Answer: Market Segmentation Market segmentation refers to the process that is used in the division of a broad customer base or the business market that consists of the various potential as well as the existing customers of the concerned business organization. The market is divided into the various sub-groups or sub-divisions that are known as the segments of the concern. The division is generally based on the various platforms that seem to be common among the members who have been clubbed under one single category (Guo et al., 2013). These factors might include the similarity in the lifestyles of the people or in the demographic profiles of the concerned people. The other matters that are included in these factors are the common interests and the shared needs of the concerned members of the society. The major aim of the process of the segmentation is to put forth the creation and the identification of the various high yield segments of the market wherein the concerned company might have been operating. These hi gh yield segments generally refer to the various areas that demonstrate the most likeliness in the profitability of the concern or might display the greater potential for the growth in the future. The major motive behind the selection of these areas is to pay special attention to these areas so that they might help the concerned company to grow in the positive direction (Rogerson, 2013). The segmentation of the market is generally based on various factors that might include the following. The resources of the company The company might put forth the implementation of a competitive and the effective segmentation plan in the cases whenever there is a restriction in the amount of the resources that the concerned company might introduce. The variability of the products Themarketing approach of the products might be dependent on the uniformity and the differentiability of the various products that are manufactured by the concerned company (Kiel, 2014). The life-cycle of the products The segmentation of the products tends to be necessary during the time wherein the company might have to deal with a huge number of the competitors for the concerned products. The characteristics of the operational market The company needs to put forth the variety in the segmentation of themarketing approach wherein the various clients do depict the difference in their tastes. Competition in the market The concerned company might need to depict the various segmentation approaches in the market wherein the competitors of the organization tend to put forth the application of the various segmentation approaches in order to strengthen their client base (Zolnowski, Wei Bohmann, 2014). The segmentation of the concerned market might be dependent on the various factors like the factors that are related to the demography of the concerned market, the geographical location of the concerned market, the psychographical conditions of the customer and the behavioral tendencies of the given customers (Jary Wileman, 2016). These factors tend to have a huge impact on the market segmentation approaches that are followed by the various business organizations. The behavioral segmentation of the organization helps the company to deal with the various target clients on the basis of the behavior that they tend to put forth while purchasing a certain product or service. According to certain marketers, it might be said that the behavioral factors that are related to the segmentation of the concerned market are of higher value than the various matters that pertain to the demographical and the geographical factors that are necessary for the segmentation of the concerned market of the organization. The various factors that might be termed as the behavioral factors include the occasion of the purchase, the benefit that the concerned customer might seek from the concerned product or service, the status of the concerned user, the frequency of the purchase by the concerned buyer, the loyalty of the concerned client, the readiness of the concerned buyer, the attitude of the concerned client to the concerned service or product and the status of adoption that is demonstrated by the concerned client towards the product or service (Laudon Traver, 2013). The behavioral segmentation as displayed by the Australian retail magnet, Wesfarmers, deals with the shoppers who majorly tend to buy the grocery items. The retail magnet is also observed to be catering to the various members who tend to shop for the products that are related to the products that might be needed for meeting the various requirements of the household and the lifestyle that is led by the concerned members of the clientele. The retail magnet, operative majorly on Australia, might also need to deal with the various shoppers who might be requiring the various parts that are needed for the proper functioning of the automobiles that are owned by the concerned company. The demographic segmentation of the market depends upon the various demographical variables that are exhibited by the various clients of the concerned organization. The experts who have been advocating for the demographic segmentation are of the opinion that the clients belonging to the demographic profile that bear similarity to each other might demonstrate similarity in their purchase patterns, interests, lifestyles and their motivational factors. These, according to the experts might in turn lead to the similarity in the preferences of the brands, products and the services that the various companies offer in the given market (Han et al., 2014). The various factors that might be considered to be the demographic factors might include the factors that pertain to the age of the client, the family size of the concerned client, the socio-economic status of the concerned clients, the financial status of the concerned client, the educational attainment of the concerned client, the marital status of the client, the ethnicity of the client, the religious background of the clients and other such factors. The demographic segmentation of the concerned company might require the intervention of the census collectors of the government and at times the various governmental bodies that deal with the records of the citizens of the country (Weinstein Cahill, 2014). The demographic segmentation of the company might also be affected by the geographical segmentation of the country. The demographic segmentation of the company might use numerous amounts of the variables that might be related to the demography of the concerned country. The geographical segmentation of the company might relate to the segmentation of the clients on the basis of the geographical criteria of the land. The geographical matters that might be used to segment the markets might broadly segment the markets on the basis of the countries wherein the client base if located and in the narrower spectrum might refer to the various neighborhoods and the postal codes of the areas wherein there is the majority of the target customers of the country (Wilkinson, 2013). The geographical matters pertaining to the segmentation of the client base of the company might be combined with the demographic factors in order to provide for better detailing of the target client profiles of the concerned company, Wesfarmers in this case. The psychographic segmentation of the client base of the concerned company might refer to the segmentations that are based on the activities, the interests and the opinions that are maintained by the clientele of the concerned organization. The psychographic segmentation of the clientele is at times referred to as the lifestyle or the psychometric segmentation of the concerned client base of the organization. The psychographic segmentation is generally based on the preferences of the clients in terms of the ways that they choose in order to spend their leisure hours and the various external factors that might influence their decisions and preferences. The majority of the companies tend to abide by the psychographic segmentation of their clientele since it helps them in the identification of the market segment and thus helps them in forming a better understanding of the various matters that serve to be motivations for the given clientele of the concern. Market Targeting The market targeting generally refers to the process of the selection of the target market from the entire market that exists for the concerned market. The target market of the concerned company might relate to the various groups of the clients the needs of whom the company aims to meet. The target market of the industry mostly includes the clients of company towards whom the various products are targeted, for whom the price of the concerned product is defined (Weinstein, 2014). The promotional activities are also directed towards this chosen potential clientele of the company. The various distributional channels of the company are also directed to the various chosen clientele of the concerned business organization. The activity of the market targeting might refer to the evaluation of the various segments of the market and thereafter choosing the most appropriate segment of the market that is best suited for the concerned business organization. Therefore, the market targeting might b e defined as the activity of the division of the entire market into the various segments, the evaluation of the concerned segments and the selection of the most appropriate segment of the market as the target market of the concerned company (Hjort et al., 2013). The targeting of the market might involve a number of steps that are necessary for the selection of the most appropriate segment of the market that might help in the growth of the profits that are earned by the company. The process of the targeting of the market involves the conduction of the various explorative interviews that are to be conducted by the concerned research team of the concerned company in order to put forth an identification of the various factors that lead to the changes in the attitude, behavior and the motivations of the concerned customers (Lukic, 2013). The researchers are then advised to apply the analysis of the various factors in order to bring about a removal of the variables that tend to display a high correlation among themselves. This step is generally followed by the application of the analysis of the various clusters which help in the creation of the specification in the number of the segments that might be hugely different from each other. The final step involved in the process of the market targeting deals with the profiling of the concerned cluster in terms of the various distinguishable factors like the attitudes of the concerned clients, the behavior of the concerned clients, the demographics of the concerned clientele of the company that belong to the cluster, the psychographics that is displayed by the concerned group of the clients and the various patterns of the media that the concerned clientele might have access to. In case of the concerned company, the target group of the clients that the company in discussion, Wesfarmers wants to serve are the various shoppers that seek the convenience in the matters that are related to their shopping. The various matters that might affect the target group of the customers relate to the variety of the products that are available at the retail stores that are managed by the concerned retail magnet of the country. In order to attract the various clients who, belong to the appropriate segments of the clientele, the company tends to offer various amounts of discounts and other complimentary services to the chosen clientele. Market positioning The market positioning refers to the place that is occupied by the concerned brand in the minds of the concerned clientele of the company. The positioning of the company might also refer to the factors that help in distinguishing the products of the concerned brand from those that are marketed by the competitors of the concerned organization (Varley, 2014). The companies are often observed to put forth the various distinguishing factors that help their products to stand out among the huge number of the products that are available in the market wherein the concerned business organization might be operating (Pantano, 2014). The market positioning of the company might also deal with the ways that are used by the organization in order to promote the various unique features of the products that are marketed by the company (Neirotti, Raguseo Paolucci, 2016). This strategy might also be used by the concerned company in order to help in the creation of a long-lasting and suitable image of t he brand that might help the company to strengthen its foot hold in the concerned market of the country (Vize et al, 2013). The market positioning of the concerned organization might also help the concern in its primary step to enter the foreign markets in the concerned industry. The company in discussion, Wesfarmers is one of the major retail magnets that has been functional in the retail market of Australia. The company majorly deals with the various diversified materials that are needed in the fields of the chemicals, fertilizers, industrial as well as safety products. However, the major involvement of the company is observed in the fields of retail. The major competitors of the concern are the various retail stores that are owned by companies such as Coles, Bunnings Warehouse, Kmart, Target and Officeworks (Wesfarmers.com.au, 2018). The company in discussion, Wesfarmers however is considered to be one of major retail market dealers of the country. The strengths of the concerned company lie in the matters that pertain to the providing the clientele of the company with the needed convenience in the matters that deal with the shopping experience of the concerned shoppers of the company. The company is also known among its clientele for the great amount of th e aftersales service that it extends to the concerned clientele of the company (Moatti et al., 2015). The company is also known for the importance that the company extends to the customers of the organization in terms of the performance of the products and the quality of these products. The perceptual map of a company generally refers to the diagrammatic representation of the mental image of the company that is registered in the minds of the concerned customers regarding the placement of the various brands and companies that are operating within the company (Armstrong et al., 2014). The perceptual map of Wesfarmers as shown above reveals that the concerned company is at an advantageous position in the Australian market. The organization might face some competition on the higher levels from the other retail chain organizations like Coles, Bunnings Warehouse and Target. The company might try to expand in the global market and in the developing countries wherein they might get hold of an attractive target client base. The company in discussion, is advised to keep an eye out on the increase in the competition in the retail markets of Australia. The company might avoid the high competition due to the pricing strategy that is maintained by the competitors of the organization. The company might aim to provide their consumers with the higher quality products at reasonable prices that are low in comparison with the price that is set by the competitors of the same (Nagra Gopal, 2013). The company might also be advised to innovate upon the products that already exist within the Australian market as well as the global market. This might help the company to attract higher amounts of the customers and thereby bring about a huge change in the financial profits of the concerned company as a result helping the concerned company to grow both financially and in terms of the client base that it holds. References Armstrong, G., Adam, S., Denize, S., Kotler, P. (2014).Principles of marketing. Pearson Australia. Guo, X., Ling, L., Yang, C., Li, Z., Liang, L. (2013). Optimal pricing strategy based on market segmentation for service products using online reservation systems: An application to hotel rooms.International Journal of Hospitality Management,35, 274-281. Han, S., Ye, Y., Fu, X., Chen, Z. (2014). Category role aided market segmentation approach to convenience store chain category management.Decision Support Systems,57, 296-308. Hjort, K., Lantz, B., Ericsson, D., Gattorna, J. (2013). Customer segmentation based on buying and returning behaviour.International Journal of Physical Distribution Logistics Management,43(10), 852-865. Jary, M., Wileman, A. (2016).Retail power plays: From trading to brand leadership. Springer. Kiel, I. H. (2014). Entrepreneurial marketing. Laudon, K. C., Traver, C. G. (2013).E-commerce. Pearson. Lukic, R. (2013). Sustainable cost management in retail.Revista de Management Comparat International,14(2), 268. Moatti, V., Ren, C. R., Anand, J., Dussauge, P. (2015). Disentangling the performance effects of efficiency and bargaining power in horizontal growth strategies: An empirical investigation in the global retail industry.Strategic Management Journal,36(5), 745-757. Nagra, G., Gopal, R. (2013). An study of Factors Affecting on Online Shopping Behavior of Consumers.International journal of scientific and research publications,3(6), 1-4. Neirotti, P., Raguseo, E., Paolucci, E. (2016). 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Masafi Water Company and Al Ain Water Company

The researchers from Worldwatch institute have found out that the consumption of bottled water has gone up to approximately 40% (Wait, 2008).There have been various reasons for this consumption such as, climatic change, raised living standard and population growth etc. According to Saleem, particularly, in Middle East, the consumption of bottled water from 2003 to 2008 has become double (Wait, 2008).Advertising We will write a custom report sample on Masafi Water Company and Al Ain Water Company specifically for you for only $16.05 $11/page Learn More Masafi Company: The establishment of Masafi Company happened in 1976 and now it is a leading company having a strong distribution network globally (Masafi, n.d.). The mineral water is natural which is collected from the mountains of Ras Al Khaima (Masafi Marketing Audit Presentation, 2012). The rich underground springs of Masafi are the resources for this superior quality bottled water. The company’s use of Poly Ethylene Terephatalate (PET) for packaging can be observed as company’s commitment for the conservation of the environment. The PET bottling plant that has a capacity of producing 34,000 bottles in an hour is well equipped with the advance technology (Masafi: The Leading Producer of the Bottled Mineral Water in the Gulf, n. d.). Al Ain Mineral Water Company: Masafi’s big competitor is Al Ain Mineral Water Company. In the local UAE market it is the great challenge for Masafi. Al Ain Mineral Water Company has met the standards set by the US Food and Drug Administration. It has been awarded HAACP certificate in 2002. This company started in the year 1990. Its plant is located in Al Ain city where underground springs of natural, pure, mineral water are in abundance (Field, 2007). Agthia, the owner of the brand Al Ain Mineral Water has expanded its distribution channels to enhance the growth of their bottled water business. The chief executive of the group, Ili as Assimakopoulos says, â€Å"We believe that the water business has quite a growth movement in the UAE, especially in the Northern Emirates, which is the key growth opportunity for us† (Duncan, 2012 Para 4). The brand name ‘Al Ain’ is popular in the markets of UAE for the fine quality of its pure and natural water that is collected from the untouched Al Ain springs. Al Ain water is primarily sold in the UAE markets and only a small percentage is exported to the adjoining GCC markets (Field, 2007).Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The Al Ain Water laboratory use up-to-date equipment for testing water and packaging material to certify the good quality of the product (Al Ain, n.d.). Comparison: The quality of water is analyzed on the basis of minerals present in it. Also, it is important to check the quality of the plastic of the bottles used for packaging and observe if no chemicals are used for the cleaning of the bottles when they go on the water dispenser (Drinking Water, 2013). The following picture is the chemical analysis of bottled water brands in the UAE: Source: FooDiva, 2011 As per the norms NHS has set some standards of using Sodium which should be less than 200 mg per liter and sulphate should not be present more than 250 mg per liter. Al Ain water has 8mg per liter sodium and 5 mg sulphate present in the bottled water. Masafi has 10mg/liter sodium and 19mg/liter sulphate in its bottled water (Drinking Water, 2013).Advertising We will write a custom report sample on Masafi Water Company and Al Ain Water Company specifically for you for only $16.05 $11/page Learn More Manufacturing of Masafi and Al Ain Water: The resource of Masafi water is the mountain and this is why the water is rich in minerals. The water is collected through many pipes and funnels which are connected to the bottling plan t. This plant is generally situated in the nearby area. With the help of the pipes the water is collected and then it is pumped out for filtration. The water resource and production manager, Pankag Naik describes the procedure that a firmly controlled filtering system carries water through the filters and 0.03-micro-filters in a cooled state. During this final inspection, if something goes wrong, the alarms go off and the procedure is stopped by shutting down the plant. For making the bottles, a small bottle is made first with a little white ball and then it is heated to make it 8cm long. The next step is to fill the bottles, which is done by fixing the bottles on a conveyer belt with their necks dangling and passed to the the other room where the process of filling water in the bottles takes place. Water is filled into the bottles with high-pressure jet. A 500 ml bottle is filled within 3 seconds. The whole procedure takes place automatically. People are there only to supervise the work. The production is higher during the summer season because of the increased demand of water (Harnan, 2010). Source: Masafi presentation for Central Europe, 2010, p.22 Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More Source: Masafi presentation for Central Europe, 2010, p.22 The process of making mineral water is different for Al Ain Water Company. The stainless pipes are used for carrying water. Through these pipes the water is carried from the natural springs to the tanks. The tanks are totally made for water storage. Water is taken directly from the source and pumped to the bottling facility. It reduces the risks of contamination that is normally caused during handling and transportation procedure. Here, bottles and cups are molded by heating PET and then transferred on conveyor belts to get rinsed and filled. Thereafter, these bottles are capped and labeled. The bottles and cups are packed in cartons and stored in the warehouse. To promote bulk buying and provide convenient handling, Al Ain Water has recently started using plastic shrink-wrapping for sets of bottles (Emirates food stuff and mineral water company, n.d.) Source: Emirates foodstuff and mineral water company, n.d. p.19 Producti on Line and designing of Masafi and Al Ain water: Masafi has earned its name as brand for packaged mineral water. FMCG industry Masafi has been working for 35 years and has volunteered into the field of flavoured water, chips, tissues and rice. Company’s focus on distinctiveness and superior business quality and the idea to deliver better quality products and meet the global quality standards has made it popular in the region (Masafi, n.d.). The PET bottles are used for designing and packaging of Masafi mineral water. They are made of plastic but actually the plastic element is 23 percent less in making these bottles. This bottled water is safe and healthy (Masafi Marketing Audit Presentation, 2012). A new technology has been introduced by the name of oxo-biodegradable technology. In this technology a little amount of metal salts are added to plastics to accelerate the degradation of the plastic in explicit environmental situations (Lukwaro, 2010). Oxo-Biodegradable Shrink Wr ap: this shrink wrap is environmental friendly and it is the first of its kind introduced by Masafi in this industry. Source: Masafi presentation for Central Europe, 2010, (p.32) When Al Ain Water started its commercial production with only one bottle line but at present it produces eight different sizes of bottled water products and water cups. The company is provided with ISO 9001 certification. It also produces PET bottle pre-forms for other bottling companies and ice blocks. Source: Al Ain bottled water, n.d. Para 4 There are two types of formats of 330 ml glass bottle which is offered by Al Ain Water Company: still and sparkling. This exclusive bottle is available in eight designs. Al Ain Water Company has also introduced 5-gallon pack for Abu Dhabi and Al Ain region as per the demands of the local people. Quality control of Masafi and Al Ain Company: Masafi is very keen in improving its quality control. For which it conducts its internal auditing. It also conducts customersà ¢â‚¬â„¢ survey program to get their feedback. Al Ain Water Company is also adamant to follow the standards for quality control. The inspection of the water wells takes place periodically to check contamination. Besides the internal quality control procedure, Al Ain Water gets the quality check done by its guarantor, Vittel of France (Owned by Nestle Waters) once in a month. Conclusion Though Masafi has secured the top most company place among the bottled mineral water companies all over the UAE, yet AL Ain Water Company seems to be a great challenge for Masafi by showing a speedy growth. It has become in a dominant position especially in Abu Dhabi and Al Ain regions. Works Cited Al Ain bottled water, n.d., Web. http://www.alainwater.com/en/Products/AinBottledWater.aspx Drinking Water 2013. Web. http://babyinthesunshine.com/2013/01/13/drinking-water-for-baby/ Duncan, Gillian, Profits flow for Agthia with bottled water rise. 2012. Web. http://www.thenational.ae/thenationalconversation /industry-insights/retail/profits-flow-for-agthia-with-bottled-water-rise Emirates foodstuff and mineral water company n.d. PDF file.12 May 2013. http://ae.zawya.com/researchreports/zawyapr/ProspectusAgthiya%20_finalversion_%20Dec22.pdf Field, Roger, Water producer taps brand potential. 2007. Web. http://www.arabianbusiness.com/water-producer-taps-brand-potential-200419.html FooDiva 2011, PDF file. 12 May 2013. http://foodiva.net/wp-content/uploads/2011/04/FooDiva-water-analysis-April-20112.pdf Harnan, Eugine, â€Å"Masafi from the source to market.† The National. 2010. Web. http://www.thenational.ae/news/uae-news/masafi-from-the-source-to-market#page2 Lukwaro, Gureni, â€Å"Masafi introduces plastic that degrades in two years.† The National. 2010. Web. http://www.thenational.ae/news/uae-news/technology/masafi-introduces-plastic-that-degrades-in-two-years Masafi n.d. PDF file. 12 May 2013. http://uae.superbrandsmena.com/pdf/pdffile1345102363.pdf Masafi Marketing Audit Presentation 2012. Web. http://prezi.com/bu7uy4i-xf6y/masafi-marketing-audit-presentation/ Masafi: The Leading Producer of the Bottled Mineral Water in the Gulf n. d.. Web. http://www.africa-business.com/profiles/masafi.html Masafi presentation for Central Europe 2010. Web. http://www.slideshare.net/opmtrade/masafi-presentation-for-central-europe-6260111 Wait, Isaac 2008, Changing Perceptions: Water Quality and Demand in the United Arab Emirates. PDF file.12 May 2013. http://www.iwra.org/congress/2008/resource/authors/abs40_article.pdf This report on Masafi Water Company and Al Ain Water Company was written and submitted by user Bridget Warren to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.