Christ-like McMurphy in Ken Keseys One Flew Over the Cuckoos Nest Ess

The Christ-like McMurphy in Ken Kesey's One Flew Over the Cuckoo's Nest Ken Kesey utilizes Jesus Christ as a constant symbol throughout One Flew Over the Cuckoo's Nest. The protagonist of the story acts as a model and leader for other characters in the book, just as Christ was for his disciples. It is appropriate that such a leader would be closely associated with a powerful, and worshiped figure. Kesey's use of Christ associates the ideas or theories in One Flew Over the Cuckoo's Nest with the bible. McMurphy, however, may seem an unlikely Christ-figure due to his violent, sexual and seemingly immoral behavior. His behavior is merely an embodiment of the reforming movements that both Jesus and McMurphy share. Kesey's character, McMurphy, is portrayed as Christ-like throughout the novel to communicate the idea that McMurphy represents the same reforming leadership as Jesus did in the bible. Kesey makes a series of simple associations between the events in Jesus' life and McMurphy's to initiate the assertion that the two men's purposes are one in the same. To begin Kesey's story, McMurphy enters the novel by showering upon his admittance into the ward. This showering, demanded by the ward aides, "where they take him into the shower room" (15), is analogous to Jesus' baptism by John the Baptist, and introduces the biblical theme in the novel. McMurphy's purpose in the novel is consistent and similar to that of Jesus. He attempts to unmask truths to the patients on the ward while displaying his true self through his overt behavior, regardless of the repercussions. Similarly, Jesus attempted to spread the word of God while displaying his beliefs freely despite whatever came as a result of not conforming... ...to associate such power with McMurphy. Establishing similarity between the two figures serves to demonstrate the effect McMurphy had on his disciples that mere physical description would not depict. McMurphy battled against conformity and oppression throughout One Flew Over the Cuckoo's Nest, and instilled faith in the patients' sanity, which they were blinded from. Likewise, Christ battled against temptation and sin in the bible to instill faith in God and relieve humanity of original sin. "In His death He is a sacrifice, satisfying for our sins," (Martin Luther). Works Cited: The Holy Bible, New English Translation. Biblical Studies Press. Feb. 2002. Kesey, Ken. One Flew Over the Cuckoo's Nest.   New York:   Penguin Group,   1996. Peterson, Susan Lynn. The Life of Martin Luther. 1999. 9 Mar. 2001 http://pweb.netcom.com/~supeters/luther.htm

Russian Diplomacy Essay -- essays research papers

Diplomacy   Ã‚  Ã‚  Ã‚  Ã‚  There were many reasons for WW1. There was the assassination of a European archduke and many building rivalries between most of the european countries. Italy, Russia, France, Austria-Hungry, Germany and England all sought the goal of acquiring new market and establishing global empires. Russia had already had influence over Manchuria and hoped to take control of Dardanelles and Bosporus.   Ã‚  Ã‚  Ã‚  Ã‚  In the year of 1908, Russia had been called upon to bail out Serbia after Austria-Hungry had annexed Bosnia-Herzegovina. Russia just turned their back and denied the help to Serbia and there were two reasons for this. First, Russia had just ended the Russo-Japanese War and had no room in their budget to help out Serbia. Second, They had already secretly made a deal with Austria Hungry to take Bosnia-Herzegovina in a trade for the Dardanelles. When the Russians found out that Austria-Hungry had double crossed them and went ahead with their move before they could take part in the deal they became furious with Austria-Hungry. Because of this, Russia left the Three Emperor's League. This league consisted of Germany, Austria-Hungry, and Russia. After this occurred, Germany and Austria-Hungry formed a triple alliance with Italy. In 1890, Russia formed an alliance with France because they were afraid of being attacked by the triple alliance. A few years later Russia and France would allie with Great Britain to form the Triple Entente.   Ã‚  Ã‚  Ã‚  Ã‚  The big day for the Russians came on July 30, 1914 when Czar Nicholas II ordered Mobilization of his troops against Austria-Hungry and Germany. Russia decided to make their move when Austria-Hungry attacked Serbia. England and France decided to support Russia in their war with Austria-Hungry. In the first few weeks, The Russians took Germany and Austria-Hungry by surprise and invaded East Prussia from both the south and the east. Then the Russians were beaten senseless by the Germans at Tannenberg (Poland). In this battle alone, the Russian casualties reached 120,000. The assassination of Czar Nicholas II and his family cleared the way for Lenin to be in Control and take Russia out of the war.   Ã‚  Ã‚  Ã‚  Ã‚  In the Game Diplomacy, Russia had the strategy of the normal beginner. Don't Lose! For about the first few moves we remai... ...nd more of the south if the game had gone a little further. Our alliances helped along the way but they helped the most when we squashed our allies and enemies with betrayal.   Ã‚  Ã‚  Ã‚  Ã‚  In the real WWI, Russia did not have the same outcome as we did. They were caught up in the Russian revolution which pulled them from WWI. Russia Allied with France and England. This helped them attack on multiple sides of the Central Powers. By the end of WWI Russia was poor and weak.   Ã‚  Ã‚  Ã‚  Ã‚  In conclusion, the way that we played the game as Russia and the way that the real Russia fought in WWI may not have been the same. But we both fought Germany and we both maintained the west for at least a little while. It is probably a good thing that Russia lost WWI because with them winning the communist party would probably be much bigger today. Anyway, I enjoyed playing this game. At first I had no idea how to play which helped me play dumb with Kevin. After I learned a little bit i was able to stab him in the back and take most of his land. If we ever played this game again I would change a few things but my result would definitely be the same. We will Win!

Deforestation: Its Devastating Effects on South American Rainforests Es

Introduction Tropical rainforests are the Earth?s oldest, richest, most productive, and most complex living ecosystems. They are located throughout many of the world?s continents including South America, Africa, and Asia and are defined by a few specific factors. Their location must be within the regions of the tropics and they must receive between 4-8 meters of rain per year (compared to about 1-2 meters in the United States). These forests also have no ?seasonality?, which means that they lack a definite dry or cold season of slowed growth. Rainforests are the most valuable environmental entity on this earth as they provide the world with the majority of its species of animals and plants, food resources, and medicines. Because of their extreme importance, rainforests are also being used for economic and social welfare. The rate of habitat destruction has increased to 2.47 acres per second, 214,000 acres each day, and about 78 million acres each year. Rainforests house more than half of the living organisms on Earth, but 50,000 of these species are becoming extinct in these unique regions per year. That translates into 6 species per hour and 137 species each day. These worldwide numerical rates show the urgency that is required to save these precious forests. Information involving the destruction occurring in South America currently and in the past will offer a more intimate view concerning the effects of rainforest deforestation. Characteristics of South American Rainforests Overview South America, with its rich and far reaching tropical forests, is a key example of the harsh realities of tropical rainforest depletion. Countries such as Brazil, Bolivi... ... shelter, materials, oxygen, medicine, and wealth. The economic profit and modernization available from these vast stretches of resource-filled land, entices both companies and consumers to take advantage of the environment. This ignorance and selfishness has led to the nearly complete devastation of these great resource treasures. Without these regions, much of the species on Earth would suffer to the point of extinction. It is obvious that unless consumption is slowed significantly and these areas of diversity are allowed to maintain and regain their dominance over the South American landscape, not much time will pass before their complete disappearance is a reality. With a combined effort from many developed countries around the world and the governments of the native rainforest nations, salvation can be achieved for these priceless South American rainforests.

Negotiation Strategy Analysis: Vendor Negotiations

Most businesses incorporate strong negotiation skills, especially within the purchasing department. A company must be able to negotiate with vendors to ensure they receive the best price available on items both used and consumed by the business; this also includes hardware and software considerations. Regardless of the industry, building vendor relationships are necessary. The writer will look at vendor negotiations from two different perspectives with one common goal; negotiate the best contract for all parties. The writer will then compare and contrast the different negotiation strategies as they apply to the oil and gas industry. Vendor Negotiation Process The first article is about Mark Carbrey; Chief Information Officer (CIO) for a Massachusetts-based automotive service organization. His negotiation strategies allow up and coming team members to gain valuable experience with the negotiation process (Overby, 2010). He teaches his team to treat the vendors like a partner. He also teaches them to sort out what is important for the business, and to fact check with contacts that have similar contracts to ensure a fair market price from the vendor. Carbrey also stresses the importance of acquiring the support from the board of directors down (Overby, 2010). The second article takes a slightly different approach to vendor negotiations than the first article. Joe Auer, Founder, and president of International Computer Negotiations (ICN), has over 35 years experience helping technology users do better and safer deals with vendors (ICN, 2011). Auer believes that attitude toward contract negotiation is one of the most important issues the negotiator faces. Auer's article is a bulleted list of the â€Å"best practices† a negotiator should adhere to during the negotiation process. He uses the analogy of a pilot with 20 years experience still uses a checklist before take-off. So too should a negotiator. He reminds the negotiator that a supplier often places untimely stress on himself by telling his boss, â€Å"the deal is done† before he has confirmation from the negotiator. Negotiators must use this to their advantage. He also shows that wording is subjective such as using the word preferred instead of needed. Auer states the negotiation process begins the first time information transfers to a potential vendor. He also states the negotiator gains or loses power with every succeeding transaction (Auer, 2011). Application to Work Environment The oil and gas industry is very competitive. Entry into the market is easy but sustainability is difficult. The organization plagued by many of the same issues in information technology that most industries face. Using negotiating strategies is crucial to ensuring the best contract is both functional and valuable. The first article gave sound advice for setting the groundwork of negotiation strategy but did not explain the common pitfalls inexperienced negotiators face. The second article gave a clear checklist that a negotiator can refer to at any point during the negotiation process. Conclusion Negotiation skills are a necessary part of today's highly competitive marketplace. Building vendor relationships through the negotiation process is a delicate process. Although there is no one way to negotiate the best contract, one can incorporate the expertise of those with experience to develop the skills necessary to negotiate a fair market price with terms that meet the expectations of both parties. The two articles featured in this paper show very different perspectives with one common goal; to educate the reader with tools used in past negotiations. Reference http://www.reuters.com/article/2010/01/30/urnidgns002570f3005978d8852576ba00729ce-idUS345057569120100130?pageNumber=2

Problems In The Philippines And Its Causes Essay

III. Conclusion A. Restated thesis statement. B. Summary of poverty and its causes.Poverty is caused by the following factors: corruption, overpopulation, lack of education, and unemployment. Introduction Poverty is a state or condition in which a person or community lacks the financial resources and essentials to enjoy a minimum standard of life and well-being that’s considered acceptable in society. –Investopedia. (2014). â€Å"Terms beginning with P† p.4 Poverty is one of the major problems in the Philippines which should be solved. Because of poverty, people suffer from hunger and people live on the streets. â€Å"There is Bec, a 56-year-old visually impaired worker at the Department of Education central office, who was tutored at a young age by SPED-trained teachers Gerardo Consolacion and Ricardo Monegro. The focused mentoring helped her cultivate a love for learning as she eventually earned her Bachelor of Arts degree from the Central Philippine University in Iloilo City. For over 30 years now, she has devoted her life preparing Braille materials for visually-impaired students in public schools. There is also 54-year-old farmer Bert of Sierra Bullones, Bohol whose lack of education was no hindrance to his dream of a better life for his family. His desire to familiarize himself with various farming techniques led him to participate in the training programs provided by the Department of Agrarian Reform (DAR) and other agencies. The various training Bert attended cultivated his preference for fertilizer from animal manure over the costlier chemical-based alternatives. He has, since then, used and advocated for organic farming in Bohol. These are people who, despite the hardship brought by destitution and disability, refused to use illegal means to survive and instead made themselves available for service to the country in their own little way. They are people who played by the government’s rules – the rule of law – and benefited in return. There is a term for it, and it is called â€Å"trust.† It is the acknowledgment that social mobility is possible through the coordinated efforts of government and civil society. The book, by virtue of inherent limitations in form and volume, fails to document the thousand other Filipinos fighting  their way through bureaucratic hurdles and â€Å"falling through the cracks.† Then again, that is not what the book is for. It makes no mention, for instance, of those on the opposite side of the spectrum: people who have abandoned all hope. This is precisely because the stories featured are meant to build trust and a resolve to overcome poverty.† –Bernal. B. (2013). 18 stories of Filipinos overcoming poverty. This is a story about Filipino citizens who are trying to overcome poverty through their hardships. Most Filipinos are trying to find a way out of poverty. Filipinos are known as hard workers and dedicated citizens. But it is not enough. The government should also help to overcome poverty in the country. The government should be a model to its people. But it is not happening. The government is one of the reasons why there is poverty in the Philippines. Corruption is a cause of poverty in the Philippines. The government raises the tax and all the other expenses of the people but do not use the money for the benefit of the people. They use the money for the benefit of their own. They keep it for themselves and tell the people that they worked for the money they have. Corruption leads to poverty in a way that the people’s money is being kept and used by the people who are just using their position in the government to be rich. All they care about is their selves. They do not care about the people suffering because of what they are doing. Read more:  Problems in the Phillipines â€Å"Former President Gloria Macapagal Arroyo of the Philippines was arrested Thursday afternoon on corruption charges related to allegations of misuse of $8.8 million in state lottery funds during her administration.† –Floyd W. (2012). Philippines Ex-President Is Arrested in Hospital on New Charges. This news tells that even the highest official can do corruption. This is one of the reasons why there is poverty in the Philippines. The officials are not honest to the people of their country. They keep the money of the people for their own and let the people suffer. They use their power to flee themselves from the consequences that should be given to them. They are  stealing from their people. They should be punished and suffer from the same thing that the people are experiencing because of what they have done. All they think about is their selves. They do not care whether they are making other people suffer. What matters to them is they should be able to do what they want to do. Another cause of poverty in the Philippines is overpopulation. People do not plan on what they want to do with their future families. They do not plan on how many kids the want to have and can support all through their lives. What happens is they make babies, more babies, and then afterwards they won’t have any money left to buy food for their family. So every member of the family suffers. â€Å"Most developing nations have large number of people who are illiterate, live below the poverty line and have little or no knowledge about family planning. Getting their children married at an early age increase the chances of producing more kids. Those people are unable to understand the harmful effects of overpopulation and lack of ignorance prompts them to avoid family planning measures† –Overpopulation. (2014). Nowadays, many teenagers are getting pregnant. Teenagers are getting curious about having sex at an early age that can cause overpopulation. Without planning on what their lives would be and how it will affect the community. â€Å"There are a lot of reasons as to why the Philippines is overpopulated. One reason, or I was able to think of, is Pre-Marital Sex. We learn from the Bible that sex before marriage is a sin and yet a lot of people do it. Some happens accidentally but some do it on purpose. Another cause of overpopulation is unprotected sex. Maybe one of the reasons as to why people do it is mainly just because of pleasure. Come to think of it, I ask myself ‘why do they do it when they know that it could actually lead to something bad?’ This is a cause of overpopulation because the child born was just mainly an accident. These couples did not want to have a child in the first place and that one child is a big contribution to the country’s population. Another main cause that hit me the most is those families on the  poverty level still manage to get a child when they already have fiver or even more to take care of. They keep on making children when they know themselves that they are only limited to a number.† – Whang. C. (2012). Overpopulation in the Philippines. Pre-Marital Sex is caused by lack of education when it comes to sexual education. Lack of education is another cause of poverty. Most children have no opportunity to study. They can’t go to school because they have no money and no one is helping them, especially the government. If they do not study, they won’t be able to get a job in the future. And then they will suffer again from the same problem, poverty. If the children will not learn anything especially the lessons about pre-marital sex, there is a big chance that they will try it at an early age out of curiosity. â€Å"The biggest cause of overpopulation in the Philippines is the lack of education. People there don’t have the knowledge on how to use contraceptives. The big and powerful Roman Catholic Church (which basically controls the country) disapproves of any form of sexual education and birth contraceptives. This explains the lack of sexual education and the government constant refusal to provide free birth control for its citizens.† –Anonymous. (N.D) The church disapproves to sexual education which is why the children have a lack of knowledge when it comes to sexual intercourse. Sex education somehow must be taught to children when they are already at the right age for them to know the effects of pre-marital sex. â€Å"Unemployment creates a lack of financial stability, leading to a downwards spiral in social mobility and eventually poverty. The unemployed will have a lower standard of living than most employed people. Lack of a regular income leads to the inability to be able to maintain the basic needs, including fundamental provisions such as eating healthy foods, buying into health care and providing adequate heating for the home. While there are many types of poverty, the reasons behind poverty are always a lack of money. It is possible to live in poverty even with employment. A low paid worker may  suffer much the same hardships.† –Anonymous. (N.D) When a person is unemployed, he will have no income to earn for himself. Being employed is a very important way to prevent poverty. When you are employed, you are going to earn money. You will be able to supply all your needs in everyday life. Unlike the unemployed persons, they cannot supply themselves with all their needs. Unemployment leads to poverty because when a person has no job, he will have no money to buy food and no shelter to live in, he will have to depend on the help coming from other people. References Bernal. B. (2013). 18 stories of Filipinos overcoming poverty. Retrieved from http://www.rappler.com/move-ph/22936-18-stories-of-filipinos-overcoming-poverty Floyd W. (2012). Philippines Ex-President Is Arrested in Hospital on New Charges. Retrieved from http://www.nytimes.com/2012/10/05/world/asia/philippines-ex-president-arrested-in-hospital-on-new-charges.html?_r=0 Investopedia. (2014). Terms beginning with â€Å"P†. p.4. Retrieved from http://www.investopedia.com/terms/p/?page=4 Overpopulation. (2014).Retrieved from http://www.conserve-energy-future.com/causes-effects-solutions-of-overpopulation.php Whang. C. (2012). Overpopulation in the Philippines. Retrieved from http://catherinewhang12.blogspot.com/2012/09/overpopulation-in-philippines.html Anonymous. (N.D). What are the causes of over population in the Philippines? Retrieved from http://www.answers.com/Q/What_are_the_causes_of_over_population_in_the_Philippines Anonymous. (N.D) How does unemployment lead to poverty? R etrieved form http://www.ask.com/world-view/unemployment-lead-to-poverty-446388fca79c3879

For my GCSE Geography research project I have been asked to look at the impacts of Tourism in Kenya

For my GCSE Geography research project I have been asked to look at the impacts of Tourism in Kenya. I am going to be covering background information, which includes; the physical features and tourist attractions, climate features, people of Kenya and cultural features, vegetation and wildlife. I am also going to be looking at the factors that have led to the growth of tourism in Kenya and the benefits and problems tourism has caused. Background information Kenya is a less economically developed country (LEDC) in east Africa. Kenya covers an area of 582,646 square kilometres – the United Kingdom is 244,100 square kilometres in area. Kenya has a population of around 30 million, compared with the UK's 60 million. Kenya is situated astride the equator and has a hot, tropical climate. The country is bordered by Tanzania, Uganda, Sudan, Ethiopia and Somalia and to Kenya's east is the Indian Ocean. Figure 1 shows the map of Africa and an arrow showing where Kenya is located. Physical features and tourist attractions In Kenya there are two basic areas, plains (low grassy areas) and Highlands (high, mountain areas). The plains are very active areas. The Natives go about their daily business of farming and doing chores all day. While animals like elephants and giraffes roam around freely. Some houses are built high up on poles so that the animals can't get at them. The flat coastal plain along the Indian Ocean varies in width from 15-70km, and the land then gradually rises up to the highlands. The Highlands are much more deserted. Kenya's highest mountain is named Mount Kenya. It towers over everything else in the country. The only areas left to name are the rural towns (the cities). There is really not much you can say about them, as they are most like what we live in. Buildings, roads, people wearing normal clothing, etc. That is the one odd thing about Kenya. It has both areas of traditional living (the way they've been doing it for hundreds of years) and rural living (modern things like the ones I just mentioned) One more thing about Kenya's physical features, they only have summertime. You may not think that affects the way the country looks, but think about it. Weather affects the animals, people, and buildings, pretty much everything. Kenya's tourist attractions range from safaris through game parks to beautiful beaches on the coast. Until 1969, tourism development had focused on Nairobi's hotels and on its game parks. Subsequently, coastal tourism received increasing attention, and tie-ins between game park and beach stays became more common, attracting visitors from East Africa and from overseas. Kenya's coasts offer intriguing cultural and historical surroundings including picturesque old Arab towns and the ruins of sixteenth-century Portuguese settlements. There are ideal conditions for SCUBA diving and game fishing together with 150 miles of unspoiled beaches protected from sharks by the great coral barrier reef. New cottage-style hotels draw on local architectural styles and decor and offer an international standard of luxury. Most visitors to Kenya, however, continue to come primarily to see its varied wildlife, in particular, the world's largest concentrations of elephant, giraffe, antelope, and zebra. Though hunting safaris have declined since their colonial heyday, restricted game hunting continues to draw enthusiasts. Kenya has an outstanding record among African countries in the protection and development of game parks and lodges. Climate features Kenya is divided by the equator into two almost equal parts. The region north of the equator is hot and receives comparatively little rain. The southern region falls into three zones. Kenya has a great climatic diversity that goes in parallel with the different geographic regions described elsewhere. As an Equatorial country, there is little variation in temperatures throughout the year. However, among regions there are great differences in average temperatures and rainfall. This climatologic diversity is mainly due to the winds and the altitude differences. The rainfall pattern is important because of its influence on wildlife and the road conditions. Upon the rains, many roads become flooded or muddy and are impassable. The rainy season is divided in two periods: the long rains fall between March and June, whereas the short rains take place between October and November. In general, temperatures are higher during the months corresponding to the boreal winter, i.e., January, February and March. Below is a graph showing the temperature and rainfall in Nairobi, Kenya. People of Kenya and cultural features Kenya has a very diverse population that includes most major language groups of Africa. Traditional pastoralists, rural farmers, Muslims, and urban residents of Nairobi and other cities contribute to the cosmopolitan culture. The standard of living in major cities, once relatively high compared to much of Sub-Saharan Africa, has been declining in recent years. Most city workers retain links with their rural, extended families and leave the city periodically to help work on the family farm. About 75% of the work force is engaged in agriculture, mainly as subsistence farmers. The urban sector employs 0.9 million people. The national motto of Kenya is harambee, meaning â€Å"pull together.† In that spirit, volunteers in hundreds of communities build schools, clinics, and other facilities each year and collect funds to send students abroad. The five state universities enroll about 38,000 students, representing some 25% of the Kenyan students who qualify for admission. Kenya is grouped into more than 70 ethnic groups, Some of the ethnic tribes are large e.g. the Agikuyu who form a majority of the population within their homeland in the central province and can also be seen to be in large numbers in the other districts in Kenya. The other large ethnic groups include the Luo, Luhya, Kamba and Kalenjin. There are also some groups of people who form a very small population. This includes the tribe of El Molo. Kenya's ethnic groups are divided into three linguistic groups namely; Bantu, Bukusu, Nilotes, Cushites and there are others. Many of Kenya's foremost cultural institutions are in either Nairobi or Mombassa. In Nairobi are the National Museums of Kenya, which include exhibits on natural history and geology; the Kenya National Archives; and the McMillan Memorial Library, with a special collection of Africana. In Mombassa is the Fort Jesus Museum, a history museum housed in a 16th-century Portuguese fort. The Kitale Museum features displays on scientific and historical topics. Vegetation and wildlife Vegetation in the north and northeast is sparse, primarily consisting of thorn bush. In the south area there are acacias and tree cacti of the Euphorbia genus. The giant Baobab (Adansonia digitata), of the Bombacacea family, outstands for its spectacularity, sometimes growing to 18m high and with the trunks reaching 9m in diameter. Its long and pulpy fruit is good for eating, and the bark is used for manufacturing ropes and cloth. Vegetation is more diverse and abundant only at the oasis in the north and northeast, in the river valleys and in areas such as Taà ¯Ã‚ ¿Ã‚ ½ta Hills, with an alpine-like landscape. Given the extension of the arid regions, the biggest part of Kenya's land consists of deserts or semi-deserted steppes. Most visitors to Kenya want to experience the country's world famous wildlife. But there are many different ways to experience the Kenyan wilderness. Whether you want to drive by a pride of lions in a four wheel drive, walk through herds of plains game, watch a herd of elephants from the comfortable veranda of a safari lodge, track game on horseback or search for rare birds in a thick rainforest, the possibilities are endless. Kenya's wilderness areas are famous worldwide. The name Kenya has become synonymous with the great wilds of Africa. But they represent far more than you would ever expect, protecting and showcasing a broad range of habitats and species. They are complex ecologies that depend on the conservation of diverse natural resources and systems. The Parks, Sanctuaries and Conservation areas co-exist with and depend on the communities that surround them, and work together to protect the future. From the depths of a coral reef to alpine mountains, from one of the worlds most endangered owls to a herd of wildebeest more than a million strong, the wilderness of Kenya is a wonder to behold. Factors that have led to growth of tourism Tourists are people who travel for pleasure. The tourist industry looks after the needs of tourists and provides the things that help them get to places to help them relax and enjoy themselves. Tourism is a big industry. It is one of the worlds fastest growing industries and in the near future it is expected to employ more people worldwide than any other industry. The growth of tourism in Kenya is due to the tourists being attracted to areas of great scenic beauty or where there is abundant wildlife. Kenya is a land of contrasts, and nowhere is this more apparent than in its range of altitudes. The hills and mountains of Kenya are a world apart from the lowland valleys and plains. High altitude Kenya offers something for everyone. There are refreshing hill walks through bird rich areas or more active hikes into montane forests. Above all there is mighty Mt Kenya, whose slopes are the perfect trekking destination. Kenya is the home of the safari. The boundless wilderness and big game of this region has long attracted adventure seekers from all over the globe. No other African country can boast such an incredible range of landscapes, unique geographical features and species. Kenya offers the visitor a chance to experience a natural world unchanged by the passage of time. The Kenyan wilderness is home to an endless array of ecosystems, the staging ground for natural cycles of life, death and regeneration as old as the planet itself. This great range of natural habitats means that there is plenty to explore, and plenty of species to encounter. The Massai Mara Game Reserve is widely considered to be Africa's greatest wildlife reserve. The Mara comprises 200 sq miles of open plains, woodlands and riverine forest. Contiguous with the plains of the Serengeti, the Mara is home to a breathtaking array of life. The vast grassland plains are scattered with herds of Zebra, Giraffe, Gazelle, and Topi. The Acacia forests abound with Birdlife and Monkeys. Elephants and Buffalo wallow in the wide Musiara Swamp. The Mara and Talek rivers are brimming with Hippos and Crocodiles. Other indicators of the growth in tourism are the increase in the number of tour operators and vehicle hire enterprises. Tourism is also a major source of employment for farmers and grocers, to construction, transport and financial services and to the purveyors of curios and souvenirs. The industry is labour intensive and hence its expansion generates more job opportunities than an equivalent expansion in other sectors of the economy. Besides, allied improvements in tourism infrastructure also catalyses other economic activities. It is estimated that well over 219,000 people are currently deriving their livelihood from tourism. In some streets in Central Nairobi and Mombassa half the shops are tourist-oriented. Benefits and Problems of Tourism The development of the tourist industry can bring many benefits and problems. Tourism in many parts on Kenya is a ‘double edged shroud' meaning blight as well as blessing but in my opinion I think that there is more problems than benefits. The development in the tourist industry can improve the chances of having a good holiday for tourists. Countries like Spain, Italy and Greece were once very poor and now have much higher standards of living due to increased tourism. The poorer developing countries have also followed their lead. Kenya, for example has used money from tourism to improve their schools, hospitals, roads and factories. Some of the money has also been spent on developing the tourist industry. There would also be a demand for locally produced food and souvenirs, jobs in hotels and restaurants, new amenities that locals could use. Coffee and tea production brought in more foreign exchange and income from tourism first exceeded that from coffee. In the Massai Mara the ultimate way of travel is in a hot air balloon. Hot air balloons are another source of income but it disturbs animals and they have driven some out. The rapid increase in tourism is overcrowding parts of Kenya and the increasing population growth in the drier areas of Kenya has led to pressure exceeding the carrying capacity of the land in relation to park management, which in turn has led to lower income. The problem of increasing visitors has led to an increase in the number of vehicle entries in the park. This tourist entry is suspected to disturb wild animals and damage natural vegetation by off road driving. The noise by the vehicle may also be disturbing to some wildlife. Its negative impact might be higher in long term. Increased tourist facilities have caused the loss of habitat and naturalness of the area. Lodges and attractive places have been spoilt by garbage and sewage disposal problems. Garbage attracts carrion-eaters such as hyenas, baboons, velvet monkeys and marabou storks. These problems are of concern to the reserve's management because animals can be obvious threats to people, including tourists. Another impact of garbage is that some scavengers, such as hyenas, may change their natural feeding habits and became permanent garbage feeders. In the Coast, the local residents are Muslims. The Islamic females have to dress their whole body to avoid attracting men but as tourists go by they show parts of their body that is forbidden for Muslims. The darker side about tourism is that the local people then go into drugs n drinking and prostitution. Ladies look for boys for sex, so instead of boys going to the church, they have sex with ladies for money and this is affecting society. Tourists diving and standing on the coral kill the living organisms, as they are extremely delicate and tender. Anchors being dropped of boats constantly batter the coral and it is illegal to harm the coral. Tourists take shells and starfish that are a vital link to the ecosystem. 140 tones of shells and coral are removed out every year for selling.

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Universidade Catolica Portuguesa Faculdade de Ciencias Economicas Empresariais Corporate Strategy Unilever’s ice cream brand Portfolio Students: Maria Ines Galhardo, n? 150106011 Claudia Filipe, n? 150106026 Ricardo Lloret, n? 150106111 Joana Rodrigues dos Santos, n? 150106123 Diogo Sousa, n? 150106125 In order to draw the BCG matrix, we started by collecting some data. Based on the Datamonitor Market Report 2006 (appendix 1), we were able to calculate the total ice cream’s market value of 2008.We made the choice to do the work for the year 2008 because the present year has not already ended. Thus it was only possible to calculate estimated values for 2008. Market value: (212. 8-161)/4 = 12. 95 million per year 161 + (12. 95*2) = 186. 9 million in 2008 With the objective of studying Unilever’s principal products, we had to take into account Nestle (Unilever’s biggest competitor). We chose one equal competitor for each group of ice creams we thought were mo re important (appendix 2). Among all ice creams of Unilever, we focused on the ones that had a direct competitor in Nestle.This is why we did not choose Carte D’or or Solero, we thought that its competitors were not as obvious as the others. We assumed then that the market shares from Unilever and Nestle were the same as in 2006 (appendix 3). These values will enable us to estimate market values for each company and afterwards to calculate market shares and values for each product. We determined the division of the market in four segments: Super premium, Premium, Regular and Economy. The segments were chosen according to a price/quality ratio for each product we took into account (Appendix 4).The different market shares for each segment were estimated assuming that the super premium products would be a market niche with a small part of the market; the premium would be the most part and regular and economy would have similar market shares but smaller. Then, we estimated also p roportions for the different products we took into account. Both Unilever and Nestle have 2 different market shares since we assumed that they value different products in different segments. The percentages are Unilever Economy 20% Super premium 5% Regular 15% Premium 60%The premium segment was divided in three different products with different proportions for Unilever and Nestle. Considering that we only studied one product in some segments, we considered the whole segment share for these ones and for the regular we regarded as to have other ice creams besides Calippo that we did not include (we took them into account as â€Å"others†). 3 Unilever – Premium Viennetta 17% Cornetto 43% Magnum 40% Nestle – Premium Tarte Carolina 19% Nestle 43% Extreme 38% Trough the division of the market, we were able to attribute to each product the market share inside its own company.Splitting the different segments, we multiplied the total percentage of the segment to the shar e of each product inside this segment (Appendix 5). For the growth of each product, we assumed values based on the growth of each segment (Appendix 6). Finally, to calculate the relative market shares, we had to divide Unilever’s market share for each product by Nestle’s market share for the respective competitor (Appendix 7). 4 5 Unilever Brand Portfolio: ? Cornetto – It is a premium product that is present in most of the restaurants and cafes in Portugal.Cornetto is a cash cow and yours best seller and that is why we did not consider having a big growth rate. We assumed that this ice cream is already in the desired place in the market for Unilever. Therefore the investments are not very high and it has a big return. ? Magnum – This represents the second best product of your company, also premium and with high sales. However, it is a relatively young brand, only created in 1990, that needs a higher investment than Cornetto to establish itself in the mark et.Strong investments in new products like the temptations or limited editions like 7 sins and marketing & communication plans make this brand a star. ? Viennetta – This is a premium product only sold in restaurants and supermarkets therefore its market share isn’t very big. Although the brand is old and as a take home product it is very popular, not many people buy Viennetta because the take home ice cream market is smaller and most of the purchases are impulse. According to the case study on â€Å"Global ice cream:Nestle goes on attack†, the premium segment is growing up to 3% and since this brand is known by everybody there isn’t a great need to spend many resources on it. Occasional new flavors were added, however without great success. Still, it is a cash cow and therefore a good product because of its growth rate. ? Kids – This category integrates all the children directed products of your company, such as Perna de Pau, Super Maxi, Epa and Mi ni-Milk, which are cheap products specially directed to children with high levels of milk and calcium.It belongs to the economic segment, therefore, also according to the article mentioned above, the market growth is almost static. In this segment the competition is stronger, because Nestle makes associations with known brands such as Smarties and Kit Kat, appealing to kid’s attention. The strong 6 investment that the competitors make on this category justifies why Ola is not the leader in it, making it a Dog but still having recent investments and trying to have a bigger market share. Calippo – This product represents the water-based products on your company, it is quite old and there is little differentiation between it and its competitors because there isn’t much space to evolve and innovate, therefore people won’t see significant differences between the value of each brand. There is small investment in this brand and low revenues, and since it is inte grated in the regular ice cream segment its growth is small or even static, thus making it a dog also. Ben & Jerry’s – This is your offer regarding the Super-Premium market segment, with high quality, high price ice creams with different flavors and colorful presentations. This brand is not yet very well-known and has a low market share because it targets a small market and it is yet in a phase of brand recognition. The company has to spend a lot of money in marketing campaigns to make the brand recognized by everyone and also in the research to find new flavors.According to the case study this market segment is expected to grow up to 6% and all this makes this brand a question mark or a problematic child. One problem for this brand in Portugal is that it is mainly sold in Ben and Jerry’s own stores, which are not many and being a recent brand it is difficult to make people know the locations of the stores. Brand Portfolio Recommendations: According to the BCG m atrix your brand portfolio is well balanced, due to you having products in the different quadrants and in different stages of the lifecycle.Magnum, Cornetto and Viennetta are very profitable brands that support the less profitable brands of your company. However, it is not recommended to drop the other brands because your company needs to be 7 present in every segment in order to compete. This will increase brand awareness and reach more customers. Having this in mind, instead of decreasing any brands, you should increase some and adjust others. ? In addition we believe that your company should include low fat products directed to people that want to enjoy ice cream but don’t want the downsides of it.By providing these low caloric and low fat products your company will be covering an important segment that are the women, that according to the Key Note (page 53) are greater ice cream consumers than man, with increasingly focus on image not only in terms of self esteem but also on professional and personal related matters. Ben & Jerry’s should create a new range of products with some versions of their best sellers in a low caloric way trying to maintain their original flavor. The other brands should adopt the same strategy and create at least one product with less calories. You should increase Ben & Jerry’s market share and brand recognition to transform this problematic child in a star product. An idea can be to create a version of their ice cream for impulse consuming, perhaps adopting a similar format to the magnum ice cream (ice cream on stick) and include this brand in the Ola selling points, thus reaching more consumers. ? Your companies’ Kids segment is not very well positioned and it is not the market leader. To change this situation it would be a good idea to arrange partnerships with other companies, such as confectionery brands and cartoon enterprises.You could create a partnership with known confectionery brands like Kinde r because it will benefit from the other company’s brand recognition with little effort and reach this market segment with better arguments to compete with Nestle. 8 ? On the other hand the company should make a research every six month to determine which are the more popular cartoons at the moment and create a new product that offers prizes related to those cartoons. The basic product should be a high calcium ice cream that changes its packaging and prizes according to the research results.By doing this you will be captivating children’s attention that most of the time is only directed to the appearance and also their parents because you are offering an ice cream that is good for the kid’s health and growth. ? To access the Portuguese market it a good idea to create a new brand that sells ice cream with the flavors of some of the better recognized typical sweets in Portugal, such as â€Å"doce d’ovos†, â€Å"arroz doce† and â€Å"pastel de nata†. This brand would be sold as a premium product in restaurants and supermarkets. Another idea to increase your brand portfolio is to create specifically 18+ products with alcoholic beverage flavors such as vodka, whisky and baileys with special focus on a regional beverage that is Oporto wine that is typically Portuguese. This product should be premium or superpremium and it should be sold not only on the usual channels such as fancy restaurants and supermarkets but also in bars and summer discos. 9 Appendixes Appendix 1 2006 Market Value Growth Market share Source: Datamonitor Market Report 2006 2011 212,8 million 5,7% (2006-2011) 53,9% 161 million 4,3%Appendix 2 Unilever Ben and Jerry's Magnum Cornetto Viennetta Calippo Kids Outros Nestle Nestle Gelataria Nestle Extreme Tarte Carolina Pirulo Kids Outros Appendix 3 Unilever Market share Market value 0,56 Nestle 0,13 186900000 104664000 24297000 10 Appendix 4 Segments Super Premium Premium Products Ben and Jerry's Magnum Cornetto Viennetta Regular Economic Calippo Ola kids Appendix 5 Unilever Market Share Amount of Sales (â‚ ¬) 5,00% 5. 233. 200 24,00% 25. 119. 360 25,80% 27. 003. 312 10,20% 10. 675. 728 5,00% 5. 233. 200 20,00% 20. 932. 800 10,00% 10. 466. 400 100,00% 104. 664. 000Ben and Jerry's Magnum Cornetto Viennetta Calippo Kids Outros Total Nestle Market share Amount of Sales (â‚ ¬) 8,00% 1. 943. 760 23,65% 5. 746. 240,5 20,90% 5. 078. 073 10,45% 2. 539. 036,5 6,00% 1. 457. 820 23,00% 5. 588. 310 8,00% 1. 943. 760 100% 24. 297. 000 Nestle Gelataria Nestle Extreme Tarte Carolina Pirulo Kids Outros Total 11 Appendix 6 Super Premium Premium Regular Economy Market Growth 6% 3% 1,50% 1,50% Source: Datamonitor Market Report 2006 Appendix 7 Relative Market share Ben and Jerry’s Magnum Cornetto Viennetta Calippo Kids Mean 0,63 1,01 1,23 0,98 0,83 0,87 0. 93 Market Growth 5,30% 2,90% 1,67% 1,90% 0,93% 1. 63% 2. 37% 12