The Morning of December 8, 2014

The mischance happened the morning of Dec. 8, 2014. The examination by the U.S. National Transportation Safety Board (NTSB) reasoned that the reasonable justification was â€Å"the pilot's direct of a methodology in basic icing conditions without turning on the plane's wing and flat stabilizer deice framework, prompting ice amassing on those surfaces, and without utilizing the suitable landing execution speeds for the climate conditions and plane weight,† (National Transportation Safety Board 2014). In light of the discoveries of the examination, the NTSB required the improvement of hardware for single-pilot flies that cautions the pilots when the ice-insurance frameworks ought to be actuated. The security load up likewise suggested the advancement of preparing past what is presently required to pass a sort rating check ride in such planes. The pilot, 66 years of age, was a doctor and CEO of a clinical think-tank. He held a carrier transport pilot authentication and an EMB-500 compose rating, which he had gotten around seven months previously the mischance. As it flew through Northern Virginia and into Maryland, different pilots were announcing ice endeavoring to shape on their wings as they flew through mists between 4,000 feet and 5,500 feet height. Mr Rosenberg, the pilot turned on the plane's de-icing framework for over two minutes as it achieved its 23,000-foot cruising elevation, yet then he flicked if off again for the rest of the flight. It stayed off as he plummeted toward Gaithersburg, in spite of flying through mists once more. The NTSB said that may have been a lethal oversight: â€Å"That puts the plane in noticeable dampness, a basic component for ice, for around 15 minutes. Mr Rosenberg was a very qualified pilot, with 4,500 hours signed responsible for a flying machine. He was guaranteed as a business pilot and as a flight educator. He likewise was appraised to fly the Phenom, a refined six-traveler stream that costs more than $4 million and can fly more than 400 mph. In any case, the 2014 occurrence was the second time that Rosenberg slammed while endeavoring to arrive at the Gaithersburg airplane terminal†, (NTSB 2014). Four years sooner, slow down admonitions sounded as he contacted a solitary motor turboprop plane down on the runway. â€Å"At the point when the plane floated to one side of the 75 broad runway, Mr Rosenberg endeavored to lift off again to circle the airplane terminal for a second arrival endeavor. Rather, the plane went around 100 feet to one side and collided with trees. He got away with minor damage. The NTSB inferred that the reason was pilot blunder†, (NTSB 2014) In excess of 1,000 little planes crash in the United States each year, and many those accidents result in fatalities, yet few accomplish the unpleasant qualification of what occurred in Gaithersburg on the Monday morning of Dec. 8, 2014. Discoveries from National Transportation Safety Board are as per the following:† The plane was appropriately certificated and furnished as per government controls†, (NTSB 2014).â€Å"Examination of the plane destruction uncovered no preimpact breakdowns or disappointments that would have blocked typical activity of the plane†, (NTSB 2014).â€Å"The pilot's activities previously departure for the mishap flight were reliable with resistance with standard working techniques†, (NTSB 2014).  Ã¢â‚¬Å"In spite of the fact that the pilot's utilization of off base tenant and freight weights had no impact on the plane staying inside EMB-500 Airplane Flight Manual weight and parity constraints, it influenced the arrival speeds he chose in anticipation of the way to deal with Montgomery District Airpark, which were slower than those that compared to the plane's real landing weight†, (NTSB 2014).â€Å"The pilot's utilization of the slower landing rates in anticip ation of the way to deal with Montgomery Region Airpark is reliable with his referencing the Normal (non-icing) agenda, which does not require the initiation of the wing and flat stabilizer deice framework, and brought about band signs on the velocity show that did not suitably demonstrate the slow down speed†, (NTSB 2014).â€Å"For something like 15 minutes amid the plummet and way to deal with Montgomery County Airpark, the pilot was working in a domain helpful for auxiliary icing without either plane ice insurance framework actuated†, (NTSB 2014).â€Å"Not utilizing the plane's ice insurance frameworks amid the way to deal with Montgomery County Airpark was in opposition to the pilot's preparation and distributed standard working methodology and was conflicting with the pilot's past conduct amid the mishap flight†, (NTSB 2014).â€Å"The pilot's inability to utilize the wing and level stabilizer deice framework amid the methodology to Montgomery County Airpark prompted ice collection, a streamlined slow down at a higher velocity than would happen without ice aggregation, and the event of the slow down previously the aural slow down notice sounded or the stick pusher actuated. Once the plane slowed down, its height was too low to recuperate†, (NTSB 2014).† Providing pilots of turbofan planes that require a sort rating and are confirmed for single-pilot tasks and trip in icing conditions with programmed alarming about the need to actuate ice assurance frameworks would strengthen this basic strategy while working in potential icing conditions—particularly in single-pilot tasks†, (NTSB 2014).National Transportation Safety Board proposals as pursues. To the Federal Aviation Administration: â€Å"Work with the General Aviation Manufacturers Association to build up a framework that can naturally alarm pilots when the ice insurance frameworks ought to be actuated on turbofan planes that require a sort rating and are ens ured for single-pilot tasks and trip in icing conditions†, (NTSB 2014/A-16-12). To the General Aviation Manufacturers Association: â€Å"Work with the Federal Aviation Administration to build up a framework that can consequently ready pilots when the ice security frameworks ought to be initiated on turbofan planes that require a sort rating and are confirmed for single-pilot tasks and trip in icing conditions†, (NTSB 2014/A-16-13). To the National Business Aviation Association: â€Å"Work with your individuals that are makers and preparing suppliers of turbofan planes that require a sort rating and are confirmed for single-pilot activities and trip in icing conditions to create improved pilot preparing rules relating to chance administration in winter climate activities, including the utilization of ice assurance frameworks and adherence to agendas, with uncommon accentuation given to insufficiencies in pilot execution recognized in this mischance, and attempt accessible to the network of pilots who fly these planes†. (NTSB 2014/A-16-14). The synapsis of this whole incident was determined by National Transportation Safety Board that, â€Å"the probable cause of this accident was the pilot's conduct of an approach in structural icing conditions without turning on the airplane's wing and horizontal stabilizer deice system, leading to ice accumulation on those surfaces, and without using the appropriate landing performance speeds for the weather conditions and airplane weight, as indicated in the airplane's standard operating procedures, which together resulted in an aerodynamic stall at an altitude at which a recovery was not possible,† (NTSB 2014).

Equality for Undocumented Immigrants Essay

The women founders of sociological theory made it possible for women and members of other marginalized communities to gain access to the rights and privileges their white male counterparts enjoyed for centuries. In particular, the incredible lives of Charlotte Perkins Gilman and Ida B. Wells-Barnett allowed new avenues of academia and social change that had not previously been conceivable. Although they used different approaches and their theories focused on different aspects of the society in which they lived, a common thread ties them together in the history of feminist thinkers: their passion for social and economic change for women. Their contributions laid the groundwork for the modern day struggles for civil rights, in particular the fight for fair treatment and equality of undocumented immigrants. Gilman and Wells-Barnett did not gain admiration for maintaining the status-quo, which is exactly why it is important to apply their methods of research and analysis to the fight for the equality of undocumented immigrants. This paper focuses on the revolutionary theories Gilman and Wells-Barnett are most known for, and discusses the potential implications the application of these theories might have when applied to undocumented immigrants. Charlotte Perkins Gilman was born on July 3, 1860 and died by suicide in August of 1935. Despite her unfortunate death, the contributions Gilman made to the feminist movement are still considered to be unparalleled, so much so that has been judged â€Å"the most original and challenging mind which the woman movement produced† 1. In her most famous work, Women and Economics, Gilman separated herself from other feminists of the time by boldly stating that the integral cause for sex-distinction and the inequality facing women is the dependence on the husband in the family unit for all money making activities. Her bold and unapologetic prose highlighted the â€Å"sexuo-economic relationship† between married men and women, dating back to prehistoric times 2. According to Gilman, women must rely solely on their sexuality to attain even their most basic needs. Unlike men, who have endless opportunities to gain their desires, young women are left with only their bodies as a means for material and social well being, because â€Å"all that she may wish to have, all that she may wish to do, must come through a single channel and a single choice. Wealth, power, social distinction, fame- not only these, but home and happiness, reputation, ease and pleasure, her bread and butter-all, must come to her through a small gold ring† 3. Woman’s dependence on men economically not only hurts women financially, socially, mentally, and intellectually. This dependence of married women on their husbands for virtually all aspects of their well being also has a negative effect on the economy. Gilman blames the â€Å"androcentric culture† for societies ills, using the term specifically to refer to the institutions and social norms defined by the capitalist patriarchy men and women are taught to live in beginning at a very young age. This phenomenon, coupled with the inability for women to compete with men in society, is causing great intellectual waste as well as economic ramifications. Until women could have the same freedoms as men to pursue economic independence, they would remain subjugated and forced to live their lives without freedom and confined by social norms perpetuated by the capitalist patriarchy of male domination. Ida B. Wells-Barnett made her mark in feminist sociology not only for her work in the field of sociology but also as a social activist who challenged the status-quo of American society. She used a unique blend of research and social activism to challenge the racism she and her fellow African Americans faced every day in the United States, particularly in the South. Wells-Barnett collected information from newspapers, journals, and other media outlets to uncover the ways African Americans were represented in the media and the negative effect this had on the lives of people of color and the poor across the country. For example, in her autobiography, Wells-Barnett describes one incident which resulted in a lawsuit against the Chesapeake, Ohio and Southwestern Railroad. When she refused to leave the â€Å"ladies† car, two conductors had to physically remove her, during which she bit one conductor on the arm and refused to let go. She explains â€Å"†the white ladies and gentlemen in the car even stood on the seats so that they could get a good view and continued applauding the conductor for his brave stand.†4Together with other theorists like Julia Cooper, Wells-Barnett developed a theory of domination that explained why white men of power continued to dominate American institutions and perpetuate the cycles of racism and poverty. Specifically, Wells-Barnett focused on the violent behaviors, such as lynching, that dominant members of society used when they felt their position of authority was being threatened by someone or some group they deemed subordinate in society. Historian Ula Taylor explains the many ways Barnett used these tools: â€Å"She challenged the myth that all White women were chaste, all Black women were without virtue, and all Black men were rapists by unleashing a massive international campaign against lynching. She documented the economic realities of lynching victims, the possibility that a White woman could be attracted to a Black man, and finally the fact that Black women were violated and abused at alarming rates. Barnett advocated self-help activities, but she also fought against Jim Crow facilities with economic boycotts and was not above armed resistance†. The focus of Wells-Barnett on the subordination of women was unique in that it looked at the problem not only through the lens of sex, but of race, class and geographic location. Undocumented immigration, commonly known as â€Å"illegal immigration†, is a hot button topic in American politics today. In the last ten years candidates for political office, political parties and interests groups have used this issue to gain support for their cause, resulting in a heated ongoing debate that affects the estimated 20 million undocumented immigrants that live and work in the United States today. What has become lost in the majority of these discussions is the diminished quality of life these immigrants are forced to endure due to failed social policy of US lawmakers, as well as the many positive contributions immigrants from all countries have on the economy and culture of the United States. Advocates for undocumented immigrants are faced with similar challenges faced by Charlotte Perkins Gilman and Ida B. Wells-Barnett. Both women fought for equality for those who did not have equal status in society and in the institutions that make up American government. The application of their theories to the plight of undocumented workers provides a unique lens in which to study these women and to test whether their theories can still be successfully applied to modern-day issues. The fight for the rights of undocumented immigrants in the United States today is being fought with many of the same tools used by Wells-Barnett during her fight for civil rights. These tools include economic boycotts, marches, policy advocacy and media coverage that highlight the injustices being endured by millions of men, women and children across the country. For example, in 2004 a documentary entitled â€Å"Farmingville: POV† told the story of two murders in the suburban town of Farmington, New York6. Two undocumented workers from Mexico were brutally murdered by the hands of white men because of their ethnicity and legal status. According to Wells-Barnett, these vicious murders occurred because of the pathology of the white men. The violence was a reaction to the dominant members of the society feeling their status in their community was being threatened by those they considered beneath them. The similarities in legal status of African Americans during the lifetime of Wells-Barnett and present-day undocumented immigrants is strikingly similar. Undocumented workers, like African Americans of that time, have different legal rights than their â€Å"American† counterparts, and legally they are not afforded the same rights and liberties as those considered â€Å"legal†. As she did in her studies of lynching of African-Americans, Wells-Barnett would also look at media representation and instances of racism within the police force and other law enforcement agencies as proof of her theory of domination. For example, she could cite an article recently published in Los Angeles, California in which Ernesto Cienfuegos boldly stated: â€Å"murderous ogres are today getting away with the horrific killings of undocumented Mexican immigrants due in part to uncaring and often racist USA   law enforcement agencies. Anti-immigrant hysteria, once the purview of fringe vigilante groups, has now afflicted some in the mainstream media and this has fanned the flames of anti-Mexican bigotry throughout the nation resulting in a series of heinous murders of undocumented immigrants that have included women and children†7. The language in this article reflects the beliefs held by Wells-Barnett concerning the rape, murder and other brutality faced by African Americans before and during her lifetime. The theories of Charlotte Perkins Gilman could also be applied to undocumented immigrants in the United States. Specifically, her assertions concerning unspecialized labor in the workforce. In â€Å"The Waste of Private Housekeeping†, Gilman explains her belief that because women are forced to be housewives and therefore cannot pursue their intellectual potential: â€Å"Neither the labor of the overworked mother, nor the labor of the perpetual lowgrade apprentice, can ever reach high efficiency. This element of waste is inherent in domestic industry and cannot be overcome. No special training can be applied to every girl and produce good results in all; no psychological gymnastics can elevate housework when housework, in economic status, is at the very bottom of industrial evolution†. Gilman argued that because women were kept to working inside the home they were not able to develop intellectually at the same level or rate as men. Because undocumented workers face deportation and other punishments because of their legal status, they also are often forced to remain in jobs in the service industry and as maids cleaning up and looking after the children of other families. They depend on the companies that hire them and the families that pay them for their income, and therefore have no choice but to work in deplorable working conditions with wages often lower than the federal minimum wage. The argument can also be made that many undocumented women are kept economically dependent on men because they are brought into the United States for use in the sex industry, and often kept as slaves. Without the necessary skills, education, or legal status these women cannot escape their terrible situation, and therefore remain dependent on men for their basic needs in return for work around the house and sex. Without Gilman and Wells Barnett it is hard to know what these women would think about the plight of undocumented immigrants. It is important to take into account the different time periods these women lived and worked in. For example, Wells-Barnett focused on African Americans because they were legally enslaved by slaveowners for centuries in the United States, and there were laws in place that protected these slaveowners from being held accountable for inflicting harm on any of their slaves. Undocumented immigrants, however, are afforded some basic rights that African Americans were not even after the abolishment of slavery, which Wells-Barnett might be quick to point out. While it can probably be proven that the media gives less attention to the murders and violence towards undocumented immigrants, the severity and social stigma involving lynching of African Americans in the South was certainly much different. Gilman’s theories are often criticized for their racist and xenophobic undertones, as she believed America was the best country in the World and Americans were morally superior to citizens of all other countries9. Might she then condemn undocumented workers and treat them with the same racism she afforded African Americans? In conclusion, the work of Charlotte Perkins Gilman and Ida B. Wells-Barnett is anything but limited to sociological theory. Both their lives impacted women around the world, and without their vision, intellect and passion for social change the status of women could not be where it is today. The lasting impression these women made on society is proven when their theories are applied to the plight of undocumented immigrants in the United States today. These women are responsible for the tools marginalized members of society use to gain access to the freedoms we as Americans strive to achieve. Although criticisms can and have been made against the theories of both women, their positive contributions to critical social theory far outweigh the negative. Because of these women’s passion for social justice and equality they too would join the fight for immigrant rights if they were alive today. I am honored to have been able to study and analyze their works and will carry the knowledge gained from this experience for the rest of my life.

Political environment of brazil Essay Example | Topics and Well Written Essays - 1000 words

Political environment of brazil - Essay Example Brazil ranks fifth in terms of land area in the world and has a population of about 200 million people. Brazil traditional political culture can be described as one of colonelismo, tradition of lack of political party and political clientilism. Under colonelism, the administrator had command in the rural areas. However, the promulgation of the seventh and the new constitution (in 1988) changed the political dimension into democratic ideology from what used to be military dictator ship. Democracy brought back individual rights, by ensuring freedom and punishing offences. Nevertheless, the constitution fell short in outlining the issues in state reforms but addressed to details the economic regulation of the country. However, reforms have been done into the constitution to better the controversial clauses. Two democratic principles operate in Brazil. These are the institutions of liberal values and understanding the role of the state from the economic perspective. International principles, on the other hand, are governed by such principles as non intervention, self determination, human rights supremacy and national independence. The key aspect that the new constitution brought into place was the decentralization of socials services to the local governance. This brought about efficiency in service delivery and governance. Diversity was embraced in decision making as democracy was now brought into play, where the local citizens were given a stake in decision making process unlike formerly where municipalities were not decision making institutions. The legislative branch in Brazil consists of the federal senate and the chamber of deputies. Legislative process involves the legislature and the executive. The congresses make the legislative decrees, traditional legislative procedures enact ordinary laws and the president legislate decree laws. The federal district and the government have some common legislative issues. They

Dejouanys Strategy over CGE Essay Example | Topics and Well Written Essays - 1000 words - 1

Dejouanys Strategy over CGE - Essay Example Dejouany’s management style was not so highly decentralized that it allowed decision making at lower levels. Rather it follows the multidivisional structure, where the division of labor is created between the top managers and division managers, such that it is the division managers who focus on the operational details of the functional departments, while the top managers are able to concentrate on strategic decisions and long-range planning.(Vivendi).Dejouany selected quality people who were well versed in the developing opportunities in a particular area of business, investing cash into those cash-strapped businesses in order that the Company could benefit overall from the potentials inherent in those markets. Â  In pursuing his goals of diversification of CGE from a primarily water-based business into a diversified entity which dealt with real estate and health care among other businesses, Dejouany followed the internal capital market model of diversification. The diversification of CGI was undertaken in order to make use of the internal capital market. Since CGE was a cash-rich business, with vast cash resources accruing from its monopoly in the water business, it was able to enter into the various type of agreements with cash-strapped businesses for mutual benefit. One kind of agreement the Company entered into were agreements where it did not have to invest cash but merely managed the assets of municipalities’ water supplies.

The Role of the Manager Essay Example | Topics and Well Written Essays - 1000 words - 1

The Role of the Manager - Essay Example This paper illustrates that for several years, sociologists refer to management as a class consisting of influential individuals. According to James L. Lundy, management refers to the job of organizing, planning, controlling and directing people and resources towards the attainment of organizational aims and objectives. F.W. Taylor believes that management is the task of identifying your aims and objectives and ensuring that those aims and objectives are attained in the most efficient manner. Management is mostly defined as a procedure of helping organizations obtain their aims and objectives by making people work towards the attainment of those aims and objectives. In a broader view, it is the directing and planning of what goals need to be accomplished and how they will be accomplished along with the organizing and obtaining of resources that will be needed to obtain those objectives. For years it has been argued whether the nature of management is scientific or it is an art. The v ery fact that people who have assumed the responsibility of management have to learn theories and principles that need to be further applied and experiment makes management a scientific process. On the other hand, the fact that management is related to humans in every aspect makes management an art as well as science. A manager has access to various scientific tools which help him in making day to day decisions, but managers have to heavily rely on their intuition in order to make the correct decision. Managers have four basic functions as discussed earlier and they have to perform various roles for the accomplishment of these functions. One of the roles played by managers is that of a figurehead. The top-level management acts as a figurehead while representing their organizations in societal, legal and symbolic activities. Managers are even responsible for conducting various tasks such as hiring employees, training and developing employees, and performing appraisals.

Improving job performance Assignment Example | Topics and Well Written Essays - 500 words

Improving job performance - Assignment Example Even small rewards might be keep us going forward and motivate for accomplishment of tasks. Reward and compensation play a key role to maintain a healthy lifestyle in your society. Fair and practical organizational policies play a vital role in the interest of organizations because the implementation of individual’s perceptions of injustice can be colliding with working attitudes and behaviors. Issues related to Justice and fair policies included perceptions of fair wages or salaries, equivalent opportunity for promotion, and employee’s selection procedures. Salary is the best reward for any individual. Among different types of performance-based rewards, yearly bonus compensation is common in all organization. (Gomez-Mejia, and Werner  159-160) Organization offers such a plan for their staff, where they receive some percentages on salaries as a bonus annually. Sometimes non-monetary rewards are motivated to employees to perform in a better manner. Recognitions of employee fulfill the psychological needs and requirements in the society. It includes "sale person of the month" or "employee of the year" certificates to derive motivation and recognition for employees. Implementation of profit sharing and stock options are using as an element of ownership for motivation and enhancement of performance for staff. Person who believes that he is part-owner of the company may become more efficient and productive because he believes the companys successes is his

Types of love Research Paper Example | Topics and Well Written Essays - 750 words

Types of love - Research Paper Example ?strong affection for another arising out of kinship or personal ties or an attraction based on sexual desire or an affection based on admiration†(Love). Based on the above definition, different types of love existing in this world which are described in this paper. According to Pausanias, a person who attended Plato’s symposium â€Å"one type of love is "common", based on sensuality, works at random, and produces children, the other love is "heavenly", based on companionship, involves mental and soul oriented pursuits, and produces virtue (Galloway). In other words love has spiritual and material meanings. The love between God and his believers is an example of spiritual love. Moreover the love based on blood relations can also be considered as spiritual love. A male and female in love affairs is another example of spiritual or divine love. Spiritual love is always unconditional since it occurs between the spirits. For example, a mother will never put any conditions for loving her children. In fact her children were the part of his body and spirit and therefore she cannot set any conditions for her love towards her children. Same way, God also loves his believers unconditionally since the soul or the spirit residing in everyone is obta ined from the God. Passionate love is a form of spiritual love. It has three components: Cognitive, Emotional and Behavioral (Types of Love). True love between the a husband and wife is an example for passionate love. Such loves can be labeled as romantic love. In romantic love, sex is often a factor. Even though sex is a factor in their love affair, it may not matter if they love deeply. Because of their passionate love, often the loss of one may affect the other because of the strong emotional bondage between the two. However, male –female relationships need not be romantic in nature always. For example, the love between a prostitute and her customer cannot be labeled as a passionate love. It is definitely a material love

Job Description and Appraisal Essay Example | Topics and Well Written Essays - 1250 words

Job Description and Appraisal - Essay Example My Job Description I have my job in Pediatric Emergency Department. I received a job description when I joined the department. According to the job description, the important duties involved performing physical examinations and giving medicines prescribed by the doctor, encouraging and comforting the little children to conduct necessary tests and treatments procedures smoothly, starting intravenous medications, collecting samples for laboratory tests, and educating the parents about how to take care of their children. Most of the tasks I do in my department are included in the job description in receiving on joining. However, there are certain other tasks which we undertake when necessary. For example, when there is no unit clerk or secretary, it becomes necessary for me to do secretarial and clerical tasks like entering orders in the computer, faxing, and paging. Another important task is the cleaning of the room. There are times when the cleaning service becomes unavailable for imm ediate cleaning of the room. In such emergencies, it becomes necessary to clean the room for immediate use. Yet another task that deserves to be mentioned is the stocking of supplies. In fact, stocking of essential supplies is very vital in an emergency department. Proper stocking helps nurses save a considerable amount of time. When equipment and supplies are not easily available, there will be an imbalance in the delivery of care. Though it is the duty of stocking technician to take care of stock levels, there are times when the nurses are made to go directly and get the supplies. This results in considerable loss of time. Employment Promotion In fact, the promotion process is rather complicated in my department. Selecting employees for promotion involves a lot of factors ranging from performance, politics, and interest. When there is a vacancy, some employees refuse to apply for the same despite their qualification because they hate to take up management positions which involve r esponsibility. On the other hand, some less qualified employees manage to get a promotion through influence. Admittedly, the first reason why the employees are not seriously concerned about promotion is that there is a nurses’ union which ensures that the nurses are protected from unreasonable termination. One can see that these things go against the ‘best practice guidelines’. It is pointed out in the Nursing Best Practice Guidelines (n. d.) that organizations/nursing employers should establish such organizational practices that foster mutual responsibility and accountability by individual nurses and organizational leaders to ensure a safe work environment. First of all, one can see that the organization has failed to make a close and cohesive relationship with the employees. As a result, the qualified do not feel the responsibility or accountability to take up management positions. Moreover, through politics, the management often gives promotion to less qualifi ed ones. This seriously affects the quality of the care offered. It is clearly mentioned in Best Practice Guidelines 3.2 that it is the responsibility of organizations/nursing employers to employ qualified individuals with knowledge and expertise in leading roles and for training and education programs. Pay for Performance Compensation Program In fact, there is no pay for performance program. Instead, the hospital has a standardized salary

Fidel Castro’s revolution Essay Example for Free

Fidel Castro’s revolution Essay In the creation of Fidel Castro’s revolution, the promise to the Cuban people is this – under a regime that is led by the people, not Batista and his cronies, there shall soon be enough work, the sugar plantations shall be redistributed to the lowly campesinos, the American agro-industrial complexes shall be dismantled and nationalized, and education and healthcare shall soon be a reality in many parts of Cuba. Moreover, workers in the large enterprises shall be given thirty-percent of the profits, and peasants whose lands they tilled were not subject to redistribution shall be granted fifty-five percent of the sugar production. Lastly, all ill-gotten wealth by previous regimes shall be confiscated, including those presently owned by heirs and legatees of discredited rulers of former regimes. While the Cuban Revolution has indeed been able to achieve racial democracy in many years of its existence by providing socio-economic and political opportunities to all Cubans regardless of color, by the time the Revolution entered its ‘Special Period’ to cope with the collapse of the Soviet Union, there exists a creeping reversion to the years of racial prejudice against blacks prior to the 1959 triumph of the revolution. This renewed prejudice is created by the protracted economic crisis since the 1990s and the measures of the Cuban government in allowing Western-driven tourism to take root in places like Havana. As black Cubans are precluded from having free access to employment opportunities in the tourist centers, many blacks then subscribe to criminal activities and subsequently cracked down by security forces through unwarranted searches and a general profiling as being involved in criminal activities. Thereafter, a cultural construct by the white Cuban population is created –a throwback to the racial prejudice against black Cubans prior to the Revolution. On the other hand, Portrait of Teresa shows the contradictions in Teresa between the stated aims of the Cuban Revolution for gender equality and the reality of her domestic situation, in which the husband remains king of the household despite the greater opportunities given by the Revolution to women for greater self-expression, employment access, among others. Nonetheless, only time and the Cuban people will tell whether these rising inequalities may soon be addressed and rectified by the proud and mighty Cuban people. It is not for Fidel or Raul to determine such, only the people, by their struggle, can. References: 1. Castro, Fidel. â€Å"History Will Absolve Me† 1953. 2. De La Fuente, Alejandro. â€Å"Cuba’s Racial Democracy: What Now? †. 3. Vega, Pastor. Portrait of Teresa 1979.

Got Milk Case Essay Example for Free

Got Milk Case Essay The case deals with milk losing its appeal among the school children and the increasing preference to soft drinks in the US during the late 1980’s and early 1990’s. California people were drinking less milk every year. Milk consumption per capita in California had dropped 6 percent between 1987 and 1992. Realizing that the dairy industry is declining and needed outside assistance, the California Department of Food and Agriculture formed the California Milk Processor Board (CMPB) in 1993. A few months later the CMPB released it’s famous ‘‘Got Milk? ’’ campaign. For this purpose they hired Jeff Manning as executive director and raised a reasonable budget for promotion. The ad agency Goodby, Silverstein and Partners (GSP) created ‘‘Got Milk? ’’ with the CMPB’s $23 million annual budget. Previous campaigns had been intended at people who did not consume milk, but the agency’s research led it to target a sundry audience: people who were already milk drinkers. The consumers of California responded the campaign quickly, embracing the ads and also started consuming more milk. In USA outside California, the milk moustache ‘Got Milk?’ campaign is jointly funded by Americas milk processors and dairy farmers: The Milk Processor Education Program (MilkPEP) and Dairy Management. The goal of the multi-faceted campaign is to educate consumers on the benefits of milk and to raise milk consumption. The campaign was founded on a milk deprivation strategy and recognized that milk is not often a stand-alone beverage. Its consumption is permanently linked to a select number of meals and food occasions. And also, perhaps, the only time anybody cares passionately about milk is when they run out. The campaign was very successful in the USA. BRIEF OVERVIEW AND FACTS * According to the Exibit#1 from 1980 to 1993 annual milk consumption in California dropped from around 29 to 24 gallons of milk per person. * Milk industry spends less than 10 percent what beer spent on media. * The change in school district policy in 1982, which increases the options for children in lunch further reduce the milk consumption. * Two major reasons for declining in milk consumption are: the modern family size was shrinking and the number of working women had increased. * Hispanic population was increasing in USA (California in particular) and they drank significantly more whole milk than the rest of the population. MAJOR ISSUES AND PROBLEMS * Got milk? Campaign was a huge success in California resulted in quick increase in milk consumption but it was not equally successful nationally or internationally. National sales continue to decline for some time and then stables up to some extent but didn’t increased like in the California. * The milk market was declining market as compared to beverages market. Consumer study revealed that there are some reasons behind the continuous decline like proliferation of other beverages, lack of portability, lack of flavor variety, not thirst quenching, lack of consumer mind share and shared nature of consumption. * High price of milk in California during 1999 as compared to the rest of the country was another major issue as compared to its competitor beverages industry. Positioning milk as cool refreshing and energy boosting drink suffered due to its increasing prices also results in declining in sales. * Mind set of consumer. Although many people drink milk everyday, but still milk suffered a complete lack of consumer mind share. Milk has always been a somewhat forgettable beverage. * Media spending in the beverage categories approached $ 2 billion with half of the total accounted for beer and soft drinks but still Milk being a commodity suffered from lack of promotion as compared to the other beverages. Budget is also very low as compared to other similar category products. * Marketing expenditures are more or less concentrated on television advertising and billboards. Lack of BTL activities, experiential marketing and social event promotion were evident which can be one of the reasons of low recall and decline in consumption. * Considering the nature and storage limitation of milk the consumer attitude towards milk was wobbly and strong reasons to change the attitude were required. * Lack of support from the farmers and local milk processor results in small budget. Considering the size of the milk industry and high promotional cost running a successful nation wide campaign in small budget is rarely possible. Where Got Milk? Went wrong? * Hispanics were the major milk consumers in California; there population was increasing at a constant rate according to the US census. Initially when the ads were made it was found that running out of milk or rice in Hispanic family is not considered funny also the translation of got milk in Spanish is quite weird. * Got milk? took a step away from its deprivation formula in October 1997 and launched a new campaign of Drysville. But research revealed that Drysville campaign was unable to effect consumer’s immediate consumption or purchase decision. ANALYSIS OF PROMOTIONAL STRATEGY The ‘Got Milk? Promotional campaign has some objectives, Manning begin a grass root campaign keeping in mind the following objectives. * To change the public’s behavior about the consumption of milk and other milk products * To create the idea of ‘‘milk occasions’’ by associating the product with certain foods, recognizing that milk is not often a stand-alone beverage. * To control the decline in sales by persuading people to buy milk more often and in larger quantities. To achieve each of the objectives Manning carefully designed strategies, like changing behavior, in addition to attitudes, was done with carefully placed media. A consumption strategy focused on organizing the appropriate food with the time of day that a commercial was telecast (for example, a cereal commercial in the morning or late at night), because most milk drinking occurred at home. Beside the TVC, in 1998 CMPB launched a gravity tour. In this tour they travelled throughout the state high schools and featured top professionals and insisted on the importance of milk to young athletes and there bone density. In 2003 the CMPB took milks health message to a new level and developed the theme: strength comes from within†. They also signify and highlight the importance of research on milk benefits including how to increase bone mass in teens and adult and prevent them from osteoporosis. PROMOTIONAL STRATEGY UPSHOTS The Got Milk campaign was very successful and worked more than the expectations. Following are some of the upshots of the campaign. * The original objectives of the campaign were exceeded. * ‘Got Milk? ’’ had overtaken the ‘‘long-running ‘Does a Body Good’ campaign in top-of-mind awareness by mid-1994. ’ * The campaign objective to change behavior and increase milk consumption was also met. * Household penetration had increased from 70 percent in 1993 to 74 percent in 1995. * Results showed that, except for the first two months of the campaign, milk consumption in California increased over the previous year, while it declined nationally * Dairy Management, Inc. ’s decided to take the California ‘‘Got Milk? ’’ campaign nationwide in 1995 * The ‘‘Got Milk? ’’ campaign made its mark in advertising by collecting nearly every industry award * The CMPB reported that the campaign had a 97 percent awareness rate in California. HOW TO INCREASE AWARENESS AND DO BETTER IN FUTURE * As we can see in many of the commercials, individuals find themselves in an uncomfortable situation with a mouth full of dry or sticky food without a glass of milk. In print advertisements, celebrities are featured with the signature white mustache and got milk? in text. For an international advertisement we must create an appeal in the advertisement and ads should also involve a family environment or give a sense of oneness so that international user should associate themselves with advertisement according to their culture. * Number of collaboration with other brands should be increased to cover the issue of low budgets. Got Milk name has itself a huge equity, CMPB can effectively use it to increase the awareness. * Social media is another cheap source of creating awareness. CMPB can also use YouTube channels, face book page and twitter to increase the awareness about milk consumption and spread the benefits of milk usage. * To increase brand recall brand persona should be created and endorsement through celebrities can be useful in communicating the awareness in advertising. * As it can be seen the increase in price results in the decline of sales. Therefore, pricing should be competitive considering the other competing beverage industries. Also the flavored milk which is sold through vending machine must be priced bearing in mind the other beverages sell through vending machines. * Currently the BTL activities are on the lower side while experiential marketing was not used to create the awareness. Experiential activities at school and college levels to create awareness and product trial for new dairy product would be useful.