Deliverance

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Journal Close Passage

Deliverance

I decided to choose this passage because it stuck with me as i kept reading on through

the book. Although it was very early, pg. 4, i seemed to be thinking back and remembering it.

Custom writing service can write essays on Deliverance

This is because i also believe in what Lewis is saying in the passage. If I had to give the passage

a theme it would definately be survival. It starts off with Ed, discussing life with Lewis, Ed says

that he is a get-through-the-day-man. He gives this saying a metaphor. He says its like sliding,

Ed explains to Lewis that sliding is like living by anitifriction. You find somthing modest you can

do, grease it on both sides and slide. I think Ed is basically saying that he lives life just for the

sake of living. Being a completely boring and dull person and just do as much as it takes to get

by, kind of guy. Lewis on the other hand disagrees and thinks that madness should be flirted

with and that is the way man was intended to live. By being wild and adventurous, and this is

why Lewis is so keen on going on this canoe trip. He wants to have to survive and be tested

by the elements. The passage is about Ed and Lewis talking to each other about survival. Lewis

believes that its all going to be reduced to the human body. When he says its i think he means

the world and society as a whole. That everything will depend on strength and skill not by

money and power like it is today. Lewis gives an example like a nuclear halocaust and says that

he might have to take to the hills. Ed on the other hand doesnt believe in this and thinks that

Lewis has hopes of being a hero by keeping the human race alive. I also believe in what Lewis

is saying. One day the world is going to be reduced to just creatures and water, and if humans

are still in existence they are going to have to survive. One thing i dont agree with however, is

that this will happen soon. I think that this will occur many years into the future. This was an

intersting passage it really made me think about why humans are here and what i would do if this

occurred. I hope i would be one of the few who could have the will power, like Lewis, to

SURVIVE!

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Business Plans

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Le'Annetti's

Unlimited

Do my essay on Business Plans CHEAP !

Fashions

Plus LLC

Final Project

Marketing Management 401

Professor Joseph Jang

Lorenda B. Levy

JoAnn Cain

Cynthia Roberts

Lisa Rooney

Table of Contents

1. Executive Summary

. Introduction

. Mission Statement

4. Vision Statement/Target Market

5. Differentiation

6. Marketing

7. Marketing

8. Marketing

. Marketing

10. Competition Analysis/Marketing Strategy

11. Organizations SWOT Analysis

1. Revenue Projections

1. Revenue Projections

14. Revenue Projection

15. Conclusion

Le'Annetti's Unlimited Fashions Plus

Executive Summary

Our names are Lorenda Levy, JoAnn Cain, Lisa Rooney, and Cynthia

Roberts. We recently graduated from Peirce College and earned our

Associates Degree in Business Administration and are continuing our

education to earn our Bachelors Degree in the same field. Several years ago

the four of us decided on a whim that we would combined our assets and

open a clothing store called the "Le'Annetti's Unlimited Fashions Plus," which

is located in Center City and our second location is in the Northeast section of

Philadelphia.

It is a Retail Clothing Store that has been in business for the past

five years. These particular stores are unique, because they offer an exclusive

line of plus size clothing, shoes, accessories and other personal needs to both

the male and female in unlimited sizes. We guess you would like to know what

made us decide to establish a business for plus size people. Well! Let me tell

you a short story. There was once upon a time when we ourselves wore a

size eight and were able to go into any clothing store, grab any item we were

interested in, pay for it, and hurry back but as years progressed so did our

weight and it made it more difficult for us to buy fashionable clothing that

was appeasing to our taste.

Then it came to us that "If we felt this way, then we were quite sure that

there are others that feel the same," So we decided to do something about it, and

that's how our business came into existence.

Introduction

Le'Annetti's Unlimited Fashions Plus has been in business from

18 to the current year of 00. We currently have forty employees in

both of our retail stores. We also sell our line of merchandise on the Internet and

throughout our Le'Annetti's catalog, which can be purchased at $5.00 a copy.

Our Management Team consist of, The President and Chief Executive

Officer (CEO) Lorenda B. Levy, Chief Finance Officer JoAnn Cain, Fashion

and Business Consultant Cynthia Roberts, and Marketing Research and

Analysis Lisa Rooney. Our business made profit but was not as productive

as we desired it to be in the fiscal year from February-18 January 000,

because we were new to the business and was not that well known, but since

then we have been successful in the 001 - 00 fiscal year. We have made a

net profit of $50,000.

We had to take into consideration of how we would model our business,

so first we established what the wants and needs of the customers are, then we

scrutinized wholesale manufacturers that are able to best provide us with the

quality of goods at a reasonable cost.

Secondly, the merchandise that we purchase from the various manufactures

at a wholesale cost will be placed into our stores to be sold to our customers at a

retail price, so we concluded that we would model our organization Business to

Consumer. (BC)

Mission Statement

The Le'Annetti's Unlimited Fashions Plus is a retail-clothing store

specializing in unique, fashionable clothing, shoes, accessories, and other personal

needs for the plus size person. Our mission is to provide an entertaining, fun, and

knowledgeable atmosphere to customers who experience nothing but a pleasurable

day of shopping. Feeling good about your-self is as much about storytelling and

nostalgia as it is about the right clothing and accessories. The Le'Annetti's

Unlimited Fashions Plus adds value by creating a comfortable social setting in

a retail location.

We take care of our employees; that is, we pay them well and give them a

share of profits. We respect all customers who respect our store and people, and

show respectful diligence toward those who choose not to show our people

respect.

We work as a team, not as a socialist Mecca. Our people are paid

according to their skills and abilities. In addition, each employee will have the

option of company-sponsored training courses and outside curricula that builds

on their skill sets.

Our customers are our most important assets, and we rely on

them for feedback. We do not, however, send out unsolicited surveys to

unsuspecting customers. We will accept in-store suggestions and test them for

results.

We have a plan and our goals are clear To create a fun, entertaining, and

respectful retail environment that generates sales of clothing and other

accessories for the fashionable plus size person.

Vision

Our vision is to become popular nationwide as being known as an

organization that gives plus size individuals the comfort of being able to

continually come into our retail stores and feel welcome, not out of place. Our

motto is! "No Customers, No Production, No Profit" so our goal is to

continue to satisfy our customers. We also realize, that we are in a world where

there are an enormous number of Pre-teens, who are a forgotten number when

left with clothes suited to their style and age. We are hoping that within the next

two, or three years we will have this in place.

Target

We knew which group of people we wanted to target but we had to take

into consideration of the age group. Because 16 year olds are in high school, and

many of them work, we decided that the main group of Individuals that we would

aim to target would be the Middle, Upper Class, plus size individuals, both

male and female, between the ages of 16 years of age, to adult, that finds it

difficult to locate a retail store that caters specifically to their sizes in the fashion

world.

Differentiation

We found out during our research that 70% of retail stores today

tend to cater to the petite size individuals and have a limitation in the

larger sizes that they offer to the plus size consumers. Our retail stores will offer

unlimited sizes to both the male and female gender.

The fashions that are offered to the plus size customers are usually unappealing, straight

flowered, tank dresses for women and plaid pants for men. We will offer them detailed designs,

appliqu�d embroidery, and fashionable prints unlike any other that has ever been

offered to them. Our line of shoes though they may be narrow, or wide width

would also be made up of a nice selection of designs, colors, and styles. We will

also provide them with all the personal necessities and or accessories, for

example bras, jocks, pantyhose, scarves, handbags, etc.

In our investigation we have not found a retail store in existence that

provides this level of service on the same premises, where Plus Size customers

have the advantage of doing one stop shopping.

Marketing

We had to also come up with a strategy of how we would market our

business, so we figured due to our budget, we would use the TV and radio as

two sources of communication we would use them to our advantage on Thursday

and Friday's. We chose these two days in particular because most consumers

get paid around this time and are more willing to spend their money, so when

advertisements are exposed to them in this timeframe it is still fresh in their

minds. We would also put a colorful ad in the newspaper in the same timeframe

as we would our TV and radio advertisements.

We will have our employees stand outside our place of business to hand out

fliers along with a 0% off coupon. Then we thought we would do something that

was a little more unique, for example just as retail stores display their windows

with mannequins displaying their apparel, we also have mannequins to display our

attire, but the distinction from the others is that we have specially made

mannequins made up in plus sizes to place in windows, whereas in other retail

stores even though they claim to be plus size stores they display their attire on

petite size mannequins.

Our saying is, "Either you're a plus size store, or you're not." It's in our

opinion, that if you're out to target the plus size customer then go all the way by

making them also feel proud of being able to walk up to the window and getting an

idea of what an outfit may look like on them by having mannequins of similar sizes

as a window model.

We have also place our businesses on the web site. It is designed to give

the consumer brief description in regards to our business and merchandise. It

would also have live plus sizes individuals to model a selection of male and

female attire. We specialize in offering a line of clothing and shoes for plus size

individuals both males and females. Please be patient with us we give you an

idea of what type of merchandise we sell. We offer from a long line of sports,

casual, and eveningwear. Our merchandise consist of, men and women shorts,

shirts, blouses, jogging suits, swim suits, casual and evening, two and three-piece

skirt and pants suits. We sell casual and evening dresses, men and women

pajamas, elegant lounge wear, socks, stockings, fishnets, knee-highs,

thigh-highs, and pantyhose. We offer various shades and colors in our

stockings, such as taupe, nude, jet black, off black, navy blue, white, etc; and

textures, such as sheer, ultra sheer, and opaque.

We also sell women's half and full slips, girdles, garters, men and women

personal necessities and accessories, such as bras, panties, jocks, perfumes,

colognes, jewelry, hats, scarves, and handbags. In our organization, when we

use the phrase "Sizes Unlimited" that's exactly what we mean, our sizes range

from sizes 14 64, but if for any reason a customer comes into our place of

business and need a larger size than what is offered in our stores they are

guaranteed to have it. We will order it and have it readily available for them in 4

hours. Our shoes and sneakers come in various styles, colors, and sizes for both

men and women they can purchase them in sizes 5-B1EEE, if larger sizes are

requested they can also be ordered and available within 4 hours.

One important factor about our merchandise is the quality. Our apparel is

made with the finest materials, such as rayon, silks, gabardines, cotton, linen,

knits, wools, leather, etc. The same applies to our shoes and sneakers, Our

shoes are made of high quality leathers, suede, alligator skin, etc. Our sneakers

are mostly made of leather. We guarantee our customers if they can find the

same quality of clothing elsewhere, we will sell it to them at a 5% discount. The

holiday season is one of the productive and profitable times of the year, so we

began our holiday sales at least a week before our competitors, which includes a

free promotional gift and a 10% - 0% off discount on merchandise purchased by

our customers.

We offer "LeAnnetti's Unlimited Fashions Plus" credit cards with a

limitation of $00.00 for adults that can be used to purchase merchandise

online or on site within our retail stores. We also offer a Jr. credit card with a

limitation of $00.00 for our young adult starting from 16 18 with a contractual

agreement signed by their parents stating that they will assume full responsibility

for their monthly payments. We accept valid VISA, MASTERCARDS,

AMERICAN EXPRESS, and DISCOVER as another payment method.

"LeAnnetti's Unlimited Fashions Plus" retail stores are open 00am - 800

pm Monday-Fri and 10 00am -1000pm on Saturday.

We are located in the Center City and Northeast section of Philadelphia,

which is considered two of the busiest sections of the city. According to the

Census Bureau, as of July first 001 Philadelphia is a population of 1,41,81.

Therefore, although public transportation, such as the trolleys, subways, buses,

and Market-Frankford El Lines are convenient for our customers, we provide free

parking for those that choose to drive their vehicles, which is that of all ethnic

cultural groups. In reality what makes us successful over our competitors is the

fact that there is an overwhelming amount of plus size people in our nation and,

because our competitors limit their product by focusing on the petite consumers it

gives us the advantage edge. It is for this reason that we have loyal customers,

who continue to serve us, and our name is rapidly becoming known nationwide.

Competition Analysis

Direct Mail and Web Sales

· Big and Tall Plus and Fashions For Us the Plus sell plus size apparel and accessories to our target market. They are large corporate entities, each with powerful online and retail presence. Fortunately, they have not opened any retail stores in the Center City Philadelphia/Northeast Philadelphia area, so we count them solely as direct mail and Web competitors. We hope to achieve .5-1% of their gross yearly direct sales.

Retail Sales

· Big and Tall Plus #1 will be our toughest competitor, for they have already established themselves in the plus size fashion community. They have a very experienced and knowledgeable staff of expert climbers, and they are located in malls on the outskirts of Philadelphia near the Interstate that leads directly to Philadelphia. They carry 75-80% of the same fashions and accessories that we sell.

· Fashions For Us the Plus # sells limited fashions, they do not promote, and they do not market their products extensively. On the other hand, they sell food and carry more Generation X apparel than Big and Tall Plus. Their biggest weakness is small store size.

Marketing Strategy

· We will build strategic partnerships with other retail service companies.

· We will differentiate Le'Annetti's Unlimited Fashions Plus from competitors through aggressive advertising and promotional campaigns that demonstrate our community support and commitment.

· We will build retail store awareness through our direct mail and Web campaigns, leading to greater word-of-mouth marketing.

· We will become the number #1 Retailer for Plus size people

Marketing Research

· We will obtain market research through in-store customer comment cards and the local Chamber of Commerce.

Organization SWOT Analysis

Strengths

· Extremely strong relationships with distributors.

· Excellent staff who are well trained and customer attentive. They also get great discounts, increasing job satisfaction.

· An efficient, stylish retail store.

Weaknesses

· The struggle to build brand equity.

· The inability to provide instant gratification by having all sizes in stock.

· Forecasting fashion is difficult but necessary to profitability

Opportunities

· A growing segment of the market that is increasingly bothered by having to travel to Philadelphia for nice plus size clothing and accessories.

· An industry that seems immune to recessions.

· The ability to operate on lean overhead relative to competitors.

Threats

· The introduction of a competitor to the Philadelphia market with a similar business model.

· Completely misjudging where fashion is headed.

· Constant delays in the shipment of product or the unavailability of many of the advertised designs.

Competition and Buying Patterns

· Fashion Bug Plus This is a womens only clothing and shoe store. They have a nice selection of clothing but a poor selection of shoes. The shoe styles tend not to be cutting edge. The price point for the shoes is $0-$10.

· Saks Fifth Avenue This is a large, complete, department store. The store however, suffers from cluttered displays and a general sense of disorganization. Shoes here are $0-$10.

· Nordstroms This is a national franchise that only sells shoes, for both men and women. This company will sell knock offs, shoes just like name brands, but with their name on it. While this store has a huge selection, the quality of the shoes leaves a lot to be desired. This is somewhat understandable as the shoes typically sell for $1-$50. While the shoes are often good copies of famous brand, the execution is sometimes off. Many of the shoes that are made out of pleather and look like they were dipped in wax, giving them a tacky appearance.

Revenue Projections

Financials

This section will offer a financial overview of Le'Annetti's as it

relates to the marketing activities. Le'Annetti's will address break-even

analysis, sales forecasts, expense forecasts, and how those link to the market

strategy.

Break-even Analysis

Break-even Analysis

Monthly Units Break-even 58

Monthly Revenue Break-even $15,500

Assumptions

Average Per-Unit Revenue $60.00

Average Per-Unit Variable Cost $4.00

Estimated Monthly Fixed Cost $,00

Sales Forecast

The first month will be used to set up the storefront. Employees will

be hired and inventory will be purchased. There will be no sales activity

during the first month. The second month will begin to see sales activity and

it is forecasted that around month four sales will really begin to pick up. The

reason for this is that word will get out about Le'Annetti's and more and

more people will be coming in to check out the extensive selection.

Sales Forecast

Sales 00 004 005

Professionals $84,40 $158,745 $17,454

Housewives $54,861 $10,184 $11,05

Total Sales $1,6 $61, $84,54

Direct Cost of Sales 00 004 005

Professionals $,761 $6,48 $68,8

Housewives $1,45 $41,74 $44,88

Subtotal Direct Cost of Sales $55,705 $104,77 $11,80

Expense Forecast

Marketing Expense Budget

18 1 000 001 00

Advertisements $6,400 $7,500 $,000 $11,000 $14,000

Other $1,85 $,000 $,00 $,00 $4,100

------------ ------------ ------------ ------------ ------------

Total Sales and Marketing Expenses $8,5 $,500 $11,00 $14,00 $18,100

Percent of Sales 5.1% .6% .4% 5.65% 6.68%

Contribution Margin $75, $147,658 $15,5 $165,0 $178,680

Contribution Margin / Sales 54.0% 56.7% 56.06% 65.65% 66.68%

Online Sales Online Sales (thousands) Growth over 5 years

18 $0. 0%

1 $44. 1%

000 $45. %

001 $55. 6%

00 $75. 56%

Total $4. 5%

Total Catalog Shopping Market Sales, 18-00

(Thousands of Dollars)

18 5.8

1 48.

000 55.

001 61.5

00 84.

In conclusion, we knew that when we decided to enter the business

world with plans of establishing our own organization, that we would be faced

with many challenges. It took an enormous amount of assets and planning if we

intended to be productive and profitable. It took time, determination, knowledge,

planning, patience, motivation, dedication, consistency, loyalty, and teamwork.

We had to first have a vision in what our goals were and what we hoped to

achieve. Then we had to have a plan of what steps and procedures it would take

to get it started and what resources we would need. We had to also be sure that

we were not investing by beginning a business that was similar to our

competitors, because we took the time to do the research and layout our market

plan for our business, which has helped Le'Annetti's Unlimited Fashions Plus to

be successful thus far.

No Bibliography

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207 Years - The Australian Environment

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ABSTRACT

Environmental impact is clearly evident in Australia. By using the concept of an ecosystem, the term environment is defined as being composed of six interconnected areas. Although Aboriginals modified their landscape, particularly through their use of fire, the impacts they made did not substantially damage the environment. In contrast, the white settlers quite deliberately set out to tame, civilze, and exploit the land. The native flora was affected by clearing, grazing, and introduction of foreign plants. Likewise, the fauna has had serious competition from introduced animals. Over half of Australias wetlands have been destroyed in various ways, and our seas also fail to escape human impact. The land itself suffers from erosion, salinity, and desertification, as well as considerable change in the terrain. Industrial centres and the nations cars affect the atmosphere. Each of these issues are closely inter-related. The seriousness of the impacts of 07 years of white settlement make it clear that the supporting ideologies are no longer sustainable.

INTRODUCTION

In the last one hundred years man has reshaped the earth more than he did in all the preceding generations, and today he changes land, sea and sky more rapidly and radically than he ever did in the past. The sheer scale of our present impact on the environment confronts us ...1

Write my Essay on 207 Years - The Australian Environment for me

Indeed it does! And here in Australia no less than elsewhere. In fact David Attenborough estimates that eighty percent of Australia has been damaged since white settlement.

What have been the actions and ideologies behind the environmental impacts? What have the impacts been? Can the Australian environment continue to sustain the impacts? In answering the first question Aboriginal and white environmental ideologies are discussed; to illustrate the different land management approaches; to provide a baseline for the state of the environment before settlement; and to understand why the settlers interacted with the Australian environment as they did. The various impacts made upon the environment are then looked at to cover the second question. Finally, relationships between the topics, and implications for the environments future, are mentioned. Prior to discussing these issues it is necessary to define what is meant by the term environment.

DEFINITIONS

A general definition of environment is,

conditions under which any person or thing lives or is developed; the sum total of the influences which modify and determine the development of life or character.

Environment is also equated with surroundings. It is possible to have a variety of environments, political, social, economic, etc. But the one that comes most readily to mind is the physical environment. A definition of the physical environment is encompassed well by describing an ecosystem. An ecosystem is all of the organisms that comprise a community and the physical environment [surroundings] with which they interact - including soil, water, atmosphere, terrain, etc4

All components of the environment are interdependent, no one component of the system can experience change or human impact without far-reaching effects. For the purposes of this essay, environment, will be defined as a complex interaction of flora; fauna; wetlands (including rivers, lakes, underground water, etc) and oceans; land; and atmosphere.

ABORIGINAL IDEOLOGY

Aboriginals have been living in Australia for at least 60,000 years, and not surprisingly have a thorough understanding of the world they live in. In Bells words,

they explain to their children the significance of the land and its bounty, they impress upon children the integration of person, place and the Dreamtime heritage as one living complex whole5

Evidence of Aboriginal land management is apparent in many areas, for example, yams were collected in a fashion that allowed them to grow again, waterholes were regularly cleared and care taken not to foul an essential supply, and most importantly, their use of fire to clean up the country. Regular low-density fires were used to produce grasslands (both for grain and animal pasture); to protect already productive areas by burning fire-breaks; and to control food yields. Regular burning increased cycad kernel production up to seven times and ensured that the crop ripened at the same time.6The fact that they kept their own population in balance with their environment 7 is another example of understanding the limits of their land.

[M]uch of the vegetation encountered by early white settlers in Australia was not natural but artificial an Aboriginal artefact...8,

It was an environment that had been managed in a way that didnt cause ongoing damage. The emphasis was on maintenance and stability of the country.

WHITE IDEOLOGY

In contrast to the Aboriginal ideology of maintenance, the dominant white Australian ideology was (and still is) one of development, particularly economic development.Australia was set up as a colony and was expected to support itself and contribute to the progress of England. This was to be achieved by providing raw materials for Englands industries. Along with this desire to exploit and develop the new country came quite definite ideas of how to go about it. In eighteenth century England views of nature and human society based on scientific principles10, had developed, in fact Francis Bacon had gone as far as defining science as

aimed at mastery of nature, to subdue natural order11

Thus colonists believed that they had every right and even a duty to improve and tame nature. A perfect example of this is Bennetts comment in 184.

I could scarcely imagine a more interesting scene than to observe a country in the course of being rescued from a state of nature. 1,

The ideal landscape was the English park1, and they had every intention of creating this in Australia.14 Conservation ideas were rejected by the working class as a relic of the poaching laws of England and by landowners as an infringement on their exclusive rights.15It didnt seem to occur to anyone that the environment would need to be investigated. It was assumed that white techniques were superior and would improve the land here.

FLORA

What impact have white settlers and their beliefs had on each of the six areas identified above as constituting environment? Flora was one of the first things to be affected by the new comers. The Aboriginal inhabitants had over time cultivated a landscape that consisted of the finest grasses and richest herbage and resembled a wildflower garden.16This landscape appealed not only because of the similarity to English country parks but also due to its apparent suitability as grazing land. But Australian grasses were not accustomed to trampling by cattle and sheep hoofs nor to grazing without respite. According to Dovers the native pasture lasted about six years in most districts.17 As the soil became compacted from grazing new grasses couldnt regenerate and foreign weeds, (introduced largely by accident) which were used to harder soils, thrived and took over. Another major impact on Australian vegetation was timber felling. It took very little time for the colonists to realize the economic worth of Australian trees. In 1847 an official enquiry announced that the

Richmond river cedar country could not be cleared for five or six centuries18

In reality it took a bare thirty years. What started with the loggers was continued by settlers. So overzealous were the settlers in removing vegetation that Governor King had to forbid the felling of riverside trees in 180 due to the dangers of flooding and erosion that it caused.1The warning went unheeded and by 18 it was estimated that .5 million hectares (just over a quarter of N.S.W.) of forest had been cleared.0 This did not include the vast amounts of timber that had been, and would continue to be, used as fuel for gold, coal, and copper mines. The implications of this mass clearing, such as erosion, salinity, and extinctions, would not be realized for some time to come.

FAUNA

As the native grasses and the wooded areas disappeared, so too did the fauna dependent on them. Native animals now had to compete with introduced animals for food. Extinction now threatens approximately one third of our mammals.1 Although the introduction of foreign species - Australia has the largest population of introduced species in the world - is not the only contributing factor, it has had a considerable impact. Native animals not only have to contend with sheep and cattle, but also rabbits; goats; buffalo; horse and donkeys; camels; pigs; dogs; cats; and foxes. These last three dont destroy the indigenous animals habitat so much as prey on the animals themselves. Unlike the introduction of foreign plants, the introduction of animals was quite deliberate. In some cases it was as a food supply, in others it was simply to provide a target for hunting. The varied problems caused by introduced animals in Australia include; degradation of soil, vegetation and terrain, competition for native animals, and increased risk of disease. All are exacerbated by the fact that they are not native and so have no natural population control. Dovers comment impresses the situation.

In the Centre they turned the Mulga scrub into barren plains and theyve kept them barren ever since.

Since white settlement in Australia, 15.4% of the animal species known to live here have become extinct - a level that is three times higher than Canadas extinction rate.4

WETLANDS

The term wetlands includes rivers, lakes, swamps, soaks, tidal mudflats, the water tables, in fact all types of water catchments. Sadly

over half of Australias wetlands have vanished since European settlement and those that remain... are some of our most threatened natural areas5

Many of Australias wetlands have been drained, filled, and used as dumps. Rivers have been regulated by dams, and runoff from salt-affected, urban, or agricultural areas also cause damage.6 Many wetlands contained extensive reedbeds which acted as filters for silt, stopped soils from flowing out to sea, and recycled nutrients in the process. These have largely been destroyed by sheep and cattle. Perhaps one of Australias biggest problems is rising water-tables and the resulting salinity. As vegetation is removed, the tree roots no longer control the underground water levels, irrigation also contributes higher levels. As the water gets closer to the surface it evaporates and a salt residue is left behind. Dovers illustrates the problem with a photo taken in 10, of a dead orchard surrounded by what appears to be snow but is in fact salt.7Goudie provides statistics for changing water levels that were as deep as meters and are now less than a metre below the surface. He also states that once the area is replanted the water table and the corresponding salinity levels quickly fall.8 Another problem that has received considerable attention in recent years is blue-green algae. Caused by an increase of nutrients in the water (resulting from agricultural fertiliser runoff), and exacerbated by hot weather, blue-green algae outbreaks render the water toxic. The problem is not new, the first time it came to public attention was 1878 , but very little investigation has been done on it. In fact water quality and availability does not seem to be high on the public or governmental agenda - in 10 no-one on the National Health and Medical Research Council worked on water issues.0

Oceans, like other types of wetlands, have suffered impact from white settlement. Sailors in the first fleets noticed the abundance of marine life off Australias coasts, particularly whales and seals. Sealing was a brutal trade requiring the men to club their victims to death and rarely was any consideration paid to whether it was mating season, the seals were pregnant, nursing, or still cubs. The result of such indiscriminate hunting was the exhaustion of the Bass Strait sealing grounds by 1810. Within another ten years all southern seals were near extinction.1 Whaling began in 170 (predominantly by overseas companies) and lasted a bare fifty years. Two decades of American whaling in South Australia saw them take some 150,000 Southern Right Whales. By 178 the species was so depleted that they couldnt be accurately counted.

Another impact that we have on our oceans is the careless way we discharge substances into the sea. A variety of corporations dispose of waste directly or indirectly into the sea, the content of which, although controlled by standards, is not monitored closely enough. The stresses that the accumulated wastes of industrial society put on marine life must be immense. Effluent in particular effects sea grasses, which hold sands in place, feed marine life and produce oxygen. Off Adelaides coast 500 hectares of sea grasses are dead and the same amount again are badly damaged4- its no wonder that local councils spend a fortune shifting sand from one beach to another. The additional nutrients also promote the growth of the red algae that has become a sadly familiar feature of our beaches during summer.

LAND

Impacts on flora, fauna and water obviously contribute to the impact made on the land. One quite visible impact is erosion. Collins commented in 1804 that

rains washed the earth from steep hills cleared of timber and subjected to four or five years cultivation. Eroded soil filled the valleys.5

Erosion is a serious problem in the 10s, as we lose valuable top soil in dust storms. As early as 176 some people were recognizing that the reason for poor harvests lay in exhaustion of soil.6 Australian soils are naturally low in both phosphorous and nitrogen which means that the land can not sustain the continuous cropping that farmers carry out. By claiming large areas of land for intensive farming practises, such as wheat or cattle, the natural diversity of the environment is destroyed. The only things mono-cultures do support are increasing populations and the economy (although it fails both in the long term as this type of land use steadily reduces its viability). Erosion, salinity, and exhaustion of the soil all contribute to the problem called desertification. Areas that previously supported a variety of life have been so badly damaged that neither native plants, animals, or commercial crops can survive. Land so damaged becomes like desert in the sense of the Sahara ( a legacy of environmental damage in the far distant past), rather than the Australian deserts which in their undisturbed state teem with life. I was surprised in a recent visit to Central Australia, at the amount of vegetation compared to the bare and dusty wheat belt of South Australia.

AIR

Impacts on atmosphere are harder to gauge, but judging by the smog warnings that Melbourne issues on a regular basis during summer, the introduction of an industrial and motorized society in Australia has reduced air quality. Cars are a large contributor to air pollution - they produce 80% of the nitrogen oxides (one of the components of ozone pollution ) released.7Unfortunately Australia has almost no air pollution controls8, and what attempts are made are purely cosmetic. For example the Port Pirie Smelters, partly due to pressure from local residents regarding the lead levels in their childrens blood, built a new stack to reduce the levels of fallout. This new stack, considerably taller and wider, simply moved the problem further afield. The smog now falls on the surrounding farms - visibly.

CONCLUSION

The above paragraphs are not intended to be all-embracing. I have not mentioned the way the land has been ripped open by mining. I have also neglected the huge impacts of the sprawling urban centres along our coastlines. Damage done to areas such as coral reefs, mangrove swamps, the snow fields, the Maralinga area, or even human health, has also been passed-over. It should be evident though that white settlement has had a considerable impact on the flora, fauna, wetlands, oceans, land and atmosphere in Australia. No single impact can be looked at in isolation. Not only do the intricate relationships within an ecosystem cause each impact to affect another, but the political, social and economic ideologies must also be considered. There is a close relationship between food prices and soil erosion, timber felling and housing requirements, consumption levels and pollution. It is not possible to not make an impact, every action having a reaction, but the question must be asked whether Australia can continue to sustain the types of impact made in the last 07 years. The dominant ideology of development is being challenged by the notion of sustainable land use. The phrase, ecologically sustainable development, has appeared and is defined as being development that meets the needs of the present without compromising the ability of future generations to meet their own needs.

But David Suzuki claims that no development in the usual sense is environmentally sustainable.40

Sustainability should be equated with stability, while development is equated with progress. Meanwhile the situation is coming to a head. The United Nations has announced that world grain production has now fallen below world consumption rates.41 The hole in the ozone layer is growing. The earths ecosystems are increasingly less able to cope with the disruption. Perhaps one of the biggest problems to tackle is the increasing population. Without population control we will experience More frequent droughts, more damaged crops and famines, more dying forests, more smog, more international conflicts, more epidemics, more gridlock, more drugs, more crime, more sewerage swimming...4, and more impact.

Even the N.S.W Premier agrees that Australia needs a low, stable population.

If you focus on the Murray-Darling river system and if your soils are blown across the Tasman when the weather turns bad and if our marginal farm land is collapsing, you just have got no alternative.4

In summary, the ideologies and actions that have caused the impacts mentioned above are not sustainable. We must learn how to

Take not too much of a land, wear out not all the fatness, but leave in it some heart.44 BIBLIOGRAPHY

Australian Wetlands Australian Nature Conservation Agency. May 1 (a pamphlet)

Bell, Diane Daughters of the Dreaming Melbourne, McPhee Gribble. 18.

Bell, Diane We are hungry for our land IN A most valuable acquisition Fitzroy, Vic. McPhee Gribble. 188.

Bierbaum, Nena Towards ecological sustainability Adelaide, Flinders University of South Australia. 11.

Bolton, Geoffrey Spoils and Spoilers a history of Australians shaping their environment North Sydney, NSW. Allen and Unwin. 1.

Butcher, B and Turnbull, D Aborigines, Europeans and the Environment IN A most valuable acquisition Fitzroy, VIc. McPhee Gribble. 188.

Cats in Australia Australian National Parks and Wildlife Service. April 1. (a pamphlet)

Day, LH and Rowland, DT How many more Australians? Melbourne, Longman and Cheshire. 188.

Dovers, S Australian Environmental History essays and cases Melbourne, Oxford University Press. 14.

Edwards, WH Traditional Aboriginal Society South Melbourne, Macmillan. 187.

Endangered fauna Queensland National Parks and Wildlife Service. May 10. (a pamphlet)

Erlich, PR and Erlich, AH The population explosion New York, Simon and Schuster. 10.

Feral Animals in Australia Australian Nature Conservation Agency. May 1 (a pamphlet)

Flood, J Archaeology of the Dreamtime Pymble, NSW, Angus and Robertson. 1.

Friends of the Earth Progress as if survival mattered. San Fransisco, F.O.E. 177.

Gammage, Bill Man and Land some remarks on European ideas and the Australian environment.. Radio 5UV, Department of Continuing Education. University of Adelaide. 178.

Goudie, A The human impact on the natural environment Oxford, Blackwell Publishers. 1.

Heycox, Kay A question of survival environmental issues for the 10s Crows Nest, NSW. Australian Broadcasting Corporation. 11.

Lines, William J Taming the great south land a history of the conquest of nature in Australia North Sydney, NSW. Allen and Unwin. 1.

Kirkpatrick, J A continent transformed human impact on the natural vegetation of Australia Melbourne, Oxford University Press. 14.

Stetkete, Mike Nation cant handle more people Carr IN The Weekend Australian June -4th, 15. pp 1 & .

Please note that this sample paper on 207 Years - The Australian Environment is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on 207 Years - The Australian Environment, we are here to assist you. Your cheap custom research papers on 207 Years - The Australian Environment will be written from scratch, so you do not have to worry about its originality.

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Animal Testing

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Introduction

Today as I trot through the forests of my homelands, I feel free knowing that my life is free from torture. For me, there will be no new products tested on my body or any body of any organism. My life is safe now from all manufacturers and scientists. My life is no longer open for testing. Although this may be true for my generation and me in the year 050, it unfortunately was not for my ancestors.

Long ago, I was walking through the forests of my homelands. It was a cold morning; so I wasn't really worried about many predators, just something to eat. As I foraged, I began to sense something. My left ear turned 40 degrees to try and catch a sound to help me find out where and what it was I was hearing. Was it a predator or just a rabbit foraging like myself?

I wasn't sure, so I forgot about food for a little while and started to fear for my life. Little did I know that my life wasn't going to end with a quick bullet through the heart like other rabbits. I began to walk away from my foraging site; slowly, then faster and faster. Still not sure of what had made me so paranoid, I began to run. But as I jolted off, a net fell on me, preventing my escape. I began to frantically flop on the ground like a fish on the bank of a pond on a hot summer day. I finally gave up as I heard a human chuckle at me and mock my futile attempts at escape. My muscles ached and started to cramp because of the strain put on them from my useless attempts to shimmy away from the net I was so entangled in now. Cheap custom writing service can write essays on Animal Testing

As the end of the net was grabbed, I was dragged off; I did not fight because I knew it was useless now. The bed of the truck felt cold on my skin where my fur had been folded because of the tightness of the net against me. Still in shock because of the capture, I just laid there in a daze, staring blankly into the gray sky.

When the truck stopped, the human came around and grabbed the net with me in it and went into a building. The man took me in another room. There were bright lights in the room which seemed focused on a long metallic table. I was tossed onto it, and the metallic surface reminded of me of the lonely ride in the back on the truck.

A man with a long, light colored coat came over to me, observed me and said, "Thanks Charlie, this rabbit will do just fine for the tests."

Part of my fur was shaved off, then a man rubbed some kind of liquid like substance on me. It burned badly, but I could do nothing to tell him. I could not squirm, I was tied down and all I could do was lie there with the unbearable pain hoping it would end soon. It did, I fell asleep and did not wake up for what seemed a very long time, along with the other animals in that laboratory.

These tests are still being performed today, keeping the issue of new product testing alive. The history and background, the players and their positions, and possible resolutions and solutions, must all be explored in fully researching this issue.

History and Background

Throughout the history of biological testing, no subject has caused more debate than product testing. The issue of testing products on living things dates back near the 17th century (All 1). Around then, a philosopher named Rene Descartes stated that, "Animals are not able to reason and therefore do not feel pain and suffering," (All 1). During the same time period another famous philosopher by the name of Jeremy Bentham strongly disagreed with Descartes statements on animals. Bentham's belief on the issue of animal testing was that living creatures are able to suffer and enjoy and their ability or inability to reason is immaterial to the issue of the treatment of animals. Bentham's philosophy was, "The question is not, can they reason, nor can they talk, but can they suffer?"(All 1)

The animal testing of cosmetics began in the early 10's in response to a lady using Lash Lure mascara on her eyelashes (All 1). First, the woman experienced a burning sensation in her eyes. Soon after this, she suffered blindness and in due course died (All 1).

The moral dispute for using living things in experiments and testing pivots on the idea that animals are inferior to humans because they are not as intellectual as human beings and are incapable of reasoning (Animal Experimentation 1). Some people believe that this conclusion has a defect in that if we were to follow it, testing could begin on the mentally disabled or on children (Animal Experimentation 1). As human beings, we do not base value or give rights to people based on their intellectuality (Animal Experimentation 1). We give rights to people based upon empathetic knowledge that not doing so could cause undue pain, harm and suffering. Morally, we have a responsibility as humans to acknowledge the potential harm we cause to living creatures and should attempt to end their suffering.

The scientific side of this issue is a result of a century's work in using living creatures for medical studies in the search for cures and treatments of illnesses. Over the years the number of scientists who are finding animal testing to be obsolete and inaccurate has been rising steadily (Animal Experimentation 1). Scientists question the ability to accurately test and apply knowledge gained by animal testing to humans. Humans do have some of the same qualities and characteristics as those creatures used in laboratories, but the dissimilarities are very considerable (Animal Experimentation ). For example chimpanzees, although known for being closely related to humans because they have percent of the same genetics, are not vulnerable to some diseases including AIDS. In addition, they do not react similarly to humans when taking a drug or experiencing a medical procedure (Animal Experimentation ). Because of this, some humans have suffered greatly, died, or even suffered from a disease that has gone undiscovered (Animal Experimentation ). One example of this is with cigarettes. When experimented on using a variety of living creatures, scientists were led to believe that cigarettes did not cause cancer; therefore cigarette boxes went unlabeled with no cancer-causing label for many years (Animal Experimentation ).

In testing new products on animals to conclude the safety of the product, there are two primary methods; the LD50 (lethal dose) test and the Draize skin and eye irritancy tests (Protest 1). For more than 600 years these test methods have set the standard for safety with new products.

The LD50 test procedures were invented in 17 by J.W. Trevan. These tests were used to verify the potency of digitalis extracts, diphtheria antitoxin, and insulin and were used to determine proper dosages of certain drugs to obtain specified results for certain illnesses (Protest 1-). The LD50 test method is composed of a group of animals that are given the same substance, the number of times administered is not specified, and are observed until 50 percent of the animals in the test group have died. Observing the test animals till death occurred was to determine lethal doses of the substances. The substance is administered in a number of ways. The test group is either force-fed or placed in a gas chamber to test products for inhalation safety, or the substance is applied to the epidermis (Protest 1). The testing can potentially cause paralysis, severe distress together with convulsions, shock, and blood loss through the nostrils, mouth or anus. Within 5 years of the invention of the LD50 tests, the tests received major criticism on ethical and scientific grounds (Protest ). Despite the major criticism, tests continued because of the straightforwardness of the tests and the solid numbers that were quickly observed. The straightforwardness of the tests comes from the idea if the test animal(s) is dead, don't use the product, and if the test animal(s) is alive it is safe to use.

The other primary animal test method to determine safety is the Draize test, named after Food and Drug Administration (FDA) scientist John Draize (Protest ). During the early 140's, the FDA assigned Draize and other scientists to develop a testing method to determine skin and eye irritancy; a rabbit or species of rodent was usually used (Protest ). During the eye irritancy test, a substance was placed into the eye of the test animal and observation was done for up to seven days (Protest -). Observers looked for signs of opacity, ulceration, redness, swelling, hemorrhage, and discharge in differing intervals (Protest ). Just as the LD50 test received major criticism, so did the Draize test. Just like the LD50 test, the Draize test continued because of the straightforwardness of its procedures and its ability to produce raw numbers quickly (Protest ). A major company that used both tests was Revlon, which stopped in 10 because of animal rights campaigns (Protest ). Today, the Draize and LD 50 tests are diminishing due to the use of the in vitro test method known as Eytex. Eytex measures eye and skin irritancy using a vegetable protein from jack beans (Animal Testing 1). Although some companies may still use the Draize and LD 50 tests, they are now becoming the minority.

Players and Positions

The issue of new product testing seems to be only two-sided. People either support product testing on living things or oppose it. Either way, each player has a solid reason for his/her position.

Scientists and physicians are where most people look for solid numbers, for example if the test group lived or died, and factual information. Most researchers and scientists publicly speak out against tests or experiments done on animals stating their position by saying they are "outdated studies" (Drug 1). The tests are considered outdated because they have been used since the 17th century (All 1). In addition scientists speak out against these tests because of the inaccuracy of the results when compared to humans. People for the Ethical Treatment of Animals (PETA) believe that, "Human reactions to drugs cannot be predicted by tests on animals because different species (and even individuals within the same species) react differently to drugs. Britain's health department estimates that only one in four toxic side affects that occur in animals can actually occur in humans," (Drug 1). Even though the species used for the experiments are very similar to humans, the results can still vary greatly (Animal ). For example, penicillin would not be available today if it had been tested on guinea pigs, a common test animal, because penicillin kills guinea pigs (Drug 1). Another example is morphine. Morphine would not be available if it had been tested on cats, goats, or horses because although it is a depressant to humans, to such animals it is a stimulant (Drug 1). Difficulties occur when trying to relate data gained from animal tests to human beings, and these difficulties have caused multiple problems over the years (Animal ).

Animal rights activists and groups, such as PETA, support most scientists and physicians and share their position, but activists add a new dimension to the issue. Activists believe that product testing on animals should stop, not just due to inaccuracy of results but also because of the raw cruelty. With such test methods as the Lethal Dose 50 (LD 50) and Draize irritancy test that involve substances forcefully placed on.

A professional organization called American for Medical Progress Educational Foundation (AMPEF) has documented evidence supporting the testing of new medicinal products and procedures on animals and how beneficial and vital it has been to the human race. An example benefit would be polio. If it had not been for the tests done on animals with the polio vaccine, polio would still kill or cripple thousands of unvaccinated humans this year and years to come (Without 1). In addition, millions of American's diabetics who need insulin would not have insulin, and would be dead without the tests performed on animals to come up with insulin for diabetics (Without 1). Similarly without the testing of chemotherapy on animals, 70 percent of the children that suffer from lymphocytic leukemia would die (Without 1).

Over a million people who live in this nation would go blind in at least one eye because successful cataract surgery would not exist (Animal 1). Rehabilitation techniques would not be available for thousands who suffer disability from strokes or head and spinal cord injuries. Bone marrow and corneal transplants would not have been developed if not for the tests done on animals. Progresses in cardiology such as, coronary blood flow, coronary bypass methods and high blood pressure medication are another result of animal tests. The use of AZT to prevent HIV transmission from mother to newborn is another example of a medical advancement from animal testing. Such vaccines for smallpox, tetanus, diphtheria, polio, measles, lyme disease, hepatitis B and chicken pox have been available because of tests preformed on animals (Without 1). Over 80 medicines originally developed for humans after being tested ended up being used to treat animals instead of humans, medicines including anesthetics, painkillers, and animal tranquilizers, which means animal testing can benefit both animals and humans (Animal Research 1).

Other medications, procedures, or medical breakthroughs that resulted on tests done on animals and ended up being regularly used for treatment are skin grafts for wounds, organ or tissue transplantation methods, treatment for parasites, orthopedic surgeries, and for all pet-lovers the prevention of heartworms (Without 1). Millions of farm animals and pets are now safe from anthrax, distemper, canine parvorvirus, feline leukemia, and rabies thanks to researching on animals. With benefits for both for the animals and the humans, AMPEF makes a strong statement for the testing of products on animals.

Another activist that would like animal testing to continue is the National Association for Biomedical Research (NABR) (NABR 1). They believe, "Virtually every major medical adcance of the last century has depended upon research with animal," (NABR 1). An impressive figure, in favor of their argument, is that 70% of American's supports the necessary use of animals is research (NABR 1). Another figure put out by the United Sates Department of Agriculture (USDA), stated that 1,67,88 animals are used in biomedical research in 17 (NABR ). These animals include cats, dogs, non-human primates, guinea pigs, hamsters, rabbits, and other animals (NABR ).

One of the major concerns animal rights activist groups have with testing on animals is the pain that is endured during testing. However, research done by the USDA proves that percent of the tests done was not painful to the animals involved (NABR ). Also, in over 50 percent of the cases involving animal testing, the animals were not subjected to any painful procedures (NABR ).

Solutions and Resolutions

The scientists, researchers, and activists see only one way to solve the problem that they have with product testing on living things; it is to end product testing as soon as possible. But professional organizations like Americans for Medical Progress Educational Program (AMPEF) do not see why these tests must be stopped because of the benefits humans and some animals receive.

American Society for the Prevention of Cruelty to Animals (ASPCA) and the John Hopkins Center for Alternatives to Animal Testing (CAAT) have developed many solutions to the issue of product testing and have developed a program for students called CAATalyst (CAATalyst 1). CAATalyst was developed to teach students and their teachers about concepts to alternatives of animal testing.

CAAT has worked with scientists for over two decades to find new test methods to replace the use of animals for laboratory experiments, to reduce the quantity of animals tested, and to refine indispensable tests to stop pain and distress on both humans and animals (Untitled 1). CAAT supports companies or scientists trying to change their ways by supplying grants for scientists developing methods that do not include animals, workshops that talk about alternative test methods, and books, newsletters, and other publications (Untitled 1).

CAAT defines alternative tests by, "The three R's reduction, refinement, and replacement," (CAATalyst 1). A reduction alternative is a test that uses fewer animals (CAATalyst 1). A refinement alternative is a test that improves the well-being of animals being used for testing (CAATalyst 1). A replacement alternative is a test that uses an in-vitro or computer method instead of a whole animal (CAATalyst )." By law, companies must test some of their products on animals to insure the safety of consumers. A group of companies, in response to the concerns of people, donated one million dollars to fund a center dedicated to in- vitro, or literally meaning "in glass", and other alternative test methods rather than testing on animals to insure safety of thousands of animals (CAATalyst ).

A 000 animal rights activist newsletter called "All for Animals" listed some alternatives to animal tests. Much of the tests involve the in-vitro test method which actually means "in glass" (Animal Testing 1). The in-vitro test contradicts the in-vivo test methods, which actually means "whole animal" (Animal Testing 1). In-vitro tests have prospered because of the progress in tissue culture techniques and many other analytical methods (Animal Testing 1). Such tests are the Eytex, Skintex, EpiPack, neutral red bioassay, testskin, TOPKAT, Ames test, and the Agarose diffusion method (Animal Testing 1). The Eytex test is a test that measures eye irritancy by means of a protein alteration system; it has replaced the Draize eye irritancy test in some laboratories (Animal Testing 1). The Skintex test is a test that uses pumpkin rind to imitate the reaction of the human skin to a foreign substance (Animal Testing 1). The Skintex and Eytex tests methods can accurately test and measure up to 5,000 substances (Animal Testing 1). The EpiPack test method uses cloned human skin tissue to measure the potential harmfulness of a substance. Cloning is a relatively new procedure, which makes cloned human tissue difficult to find. The TOPKAT test uses computer software which measures toxicity, mutagenicity, carcinogenicity, and teratonogenicity (Animal Testing 1). The effectiveness of such alternatives is not yet known, but such big companies as Avon and Estee Lauder use these alternative test methods (Animal Testing 1).

Those that are in favor of animal testing have only one solution; that is to continue with current practices without interference from activist groups or protestors. Such groups as AMPEF and NABR continue to lay bare the advances made possible by animal testing.

Conclusion

The history of new product testing has deep roots on both sides of the issue. Philosophers began arguing over the moral issue of testing on animals in the 17th century, and the actually animal testing dates as far back as anyone can remember (All 1). But with tests as gruesome as the LD 50 and Draize irritancy the opposition's argument is understandable (All 1). Although the LD 50 and Draize tests were after the times of the arguing philosophers such as Bentham and Descartes, I'm sure test methods were not less gruesome even further back in time for the philosophers' generations. Although the tests improved as far as the welfare for the animals is concerned, the amount of criticizism did not lessen. Instead more and more animal rights activist groups grew rapidly around the world, making product testing the issue it is today.

Such groups as PETA, ASPCA, All For Animals, and several Anti-Vivisection Societies around the world speak against companies that have tested on animals for many years. Those groups oppose testing on animals because of the raw cruelty of it; and I concur; there is nothing classy about watching a rabbit's eyes hemorrhage (Eye 1). However, major progress in the field of medicine, including diagnoses, medications, and treatments for diseases such as polio, measles, and smallpox have been developed as a result of animal testing. These diseases are among many known to have killed millions of people. Today we have vaccines that have nearly wiped out these diseases and other dreadful diseases because of animal testing (Without 1). The alternatives to product testing on animals seem to be more update usage in-vitro methods and computer software rather than just dropping some substance into or onto a living, breathing creature (Animal Testing 1).

As the researcher of this project,I find myself supporting the testing of new products on animals, simply because of the medical advances that have resulted from these tests (Without 1). Testing using computer software may give results on a new product more efficiently than testing on animals, but by saving a few animals we may have killed millions of humans. In testing on a computer that cannot react like a living creature, we may miss the opportunity to develop a cure for cancer, HIV, or AIDS. Although my point may be exaggerated with the cure for cancer, HIV, and AIDS, such major medical breakthroughs have occurred because of the tests done on animals (Without 1). I do not enjoy hearing or researching about killing and torturing animals, but I will not stand in the way of medical advancements for the human race. We have cloned a sheep, although this is not the only option to make up for the ones killed in order to save millions upon millions of human lives.

Currently, there is no definite solution to the issue of new product testing. Companies continue to test on animals. Due to the major advances, without animal testing these would not be possible (NABR 1). However, animal rights activist groups such as PETA and newsletters such as "All for Animals" will not stop with their protests until animal testing is completely obliterated.

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Meluk Competence Base

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1. Meluk Competence Base

The concept of competencies has become important at both strategic and human resource level in the last decade. Competencies are not universal, they may differ accordingly to national cultures, industry cultures or cultures within individual organisations.

Hamel and Prahalad define core-competence as a bundle of skills and technologies rather than a single distinct skill or technology.

The resource based view of the organisation identifies distinctive competence that may derive from the individual or team activity as well as knowledge, technical and market attributes and potential sources of exploitation and profitability. However there are two avenues for decision making, in most cases the strategy is developed which then dictates the requirements for certain competencies within the organisation. Alternatively existing competencies can be directed because of their distinctiveness to determine strategy.

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Matsushita tends to identify the strategy, whilst developing the competencies to meet the strategic intent. The Matsushita organisation is driven by a business philosophy and seven basic principles and its strategic thinking considers its responsibilities as an industrialist. An example of this was Matsushitas response to diminishing market share amid serious world wide competition. The strategy was to regain market share by fully utilising one of its core-competencies, product innovation, the aim being to deliver quality products to the market place faster than its competitors. Hendry, Pettigrew and Sparrow (188) model links business performance and human resource responses.

Product

Market

Development

Competitive Business Skill

Pressure Performance Performance Human Resource

Gap Gap Activity

Technical

Change

Adopting this model to the Matsushita scenario identified several gaps which needed attention.

i. All new models designs taken place in Japan.

ii. Market demands necessitated quicker and more responsive action.

iii. Local operations had little or no experience of design.

Strategically Matsushita set up its European research and development centre at its Meluk site in Cardiff. High priority was placed on selective recruitment for high calibre professionals across a wide technological spectrum. To complement this human resource professionals were seconded

whilst several key staff were trained to ensure selective training programmes were implemented to meet the strict disciplines associated with product quality, performance and development.

As previously mentioned Matsushita focuses its business activity around a basic business philosophy and seven principles. One of the seven principles is people before products, where people are considered Matsushitas primary asset and figure highly in strategic thinking and subsequent organisational activity. The Matsushita culture is based on having a skilled, flexible and loyal workforce, which constantly requires training and education, to meet the ever changing demands that are placed on the business. However peoples attitudes are changing, in Japan for instance life long employment is diminishing. At Meluk, the recent turbulent times have meant that over 800 permanent people left the organisation on a voluntary separation basis. Meluk manages its seasonal variations in demand by utilising temporary workers via and employment agency. So with the diminishing loyalty and the ever increasing reliability on temporary workers is it worth while training? Schultz (180) points out that the rise in the value of human time is part a consequence of the formation of new kinds of capital in response to economic incentives.

Meluks response is a continual review of training and educational facilities, investment in training per head has risen by 1% in the last years, as it strives to provide added value to its human capital.

The core competencies associated with Meluk begin with the induction and probation period which is supported by basic organisation and general awareness training. This covers all new recruits at all levels as well as temporary workers. The next stage is quality appreciation training, where the emphasis is on the individual to develop an understanding of techniques such as S.P.C. and Poka Yoke. This part of the training is seen by Meluk as extremely important to organisational learning, as the aim is to encourage learning to implement change and improvement into the work place. A simple example of this is the 5 whys method which is aimed at finding the route cause of the problem and eliminating it, essentially incorporating double loop learning.

Beyond this initial training are a variety of opportunities, desires for training and development can be individually driven, organisationally driven or both. To support this Meluk has acquired status as investors in people, is an approved Nebsm, City and Guilds and NVQ (level ) centre providing a large array of training facilities. However specific blanket training facilities may not satisfy each individual, as desires and drive will vary from person to person. Therefore the appraisal system becomes an integral tool for identifying individual needs, and assesses the practicalities of such needs in line with organisational requirements. This has taken on more prominence recently as strategic human resource activity places more emphasis on line managers for assessing of individual needs.

Training beyond supervisory level is fragmented, formal Matsushita programmes exist for developing a further insight into the philosophy and the ethics behind organisational activity. Professional and academic qualifications are generously supported by Meluk, but these tend to satisfy the individuals rather than the organisation. This is because of the absence of clear

progression within the ranks. and one of the major problems is employees leaving the organisation after -5 years, who have acquired skills and qualifications with a high profile organisation i.e. career launch pad.

Meluk is committed to providing a competent work force through an array of techniques and programmes specifically designed to enhance the individual and the organisation. It is worth noting that individuals seek training in order to create individual mobility in the case of potential job losses, and to enhance their overall attractiveness to potential employers whether internal or external. Matching the balance between individual and organisational requirements needs constant monitoring and amendments to be introduced when necessary.

.Competence Base Development at Meluk

Organisational competencies vary from organisation to organisation and the competencies within each organisation can be classified as either core or non core in relation to company prosperity. Hamel and Prahalad (14) state that not all competencies are equal and those that are core must be desegregated down to individual level. The aim of the organisation is therefore competence mastery as it bids to create a competitive advantage over its rivals. Development of a human competence base is subject to the challenge of transforming it into efficient work performance. This challenge will involve other forms of strategic human resource management, but essentially accepting and understanding that employees are not automatons but sentient self interested individuals are vital to any future success.

As mentioned previously Meluk conducts its business around the Matsushita basic business policy and its 7 principles this has provided the backbone for competency development for many years. The recent economic changes and the expectant economic climate have forced Matsushita to review its operational competency base.

Market demands are for cheaper high tech products that are available on demand, environmental issues with regard to the manufacture and control of operations are being forcibly pursued by legislation in Europe. From within the organisation there are changes in the way Matsushita sees itself, recent restructuring have meant several managerial levels being removed from the organisation hierarchy. President Nakamura recently stated that agility is the key to the rapidly evolving networking society. Therefore fresh management styles for the creation of new business and innovation products and services are vital to future development, which will make life more convenient for our customers world-wide and thereby maximise our corporate value. Meluk is therefore tasked with establishing core competence and linking them to the strategic intent of the organisation.

Meluk has modified its business set up and its primary goal is to manufacture and distribute high value added products. This has necessitated significant changes within the Meluk operations, the high volume production runs and continuos flow lines have been replaced by cellular and more sophisticated assembly activities. There is a competence change demand from a simplistic operation to one that requires a wide skill base, greater levels of flexibility and a high degree of commitment. Operators are expected to take on more responsibility, working in smaller self contained groups, where they have greater freedom and control over the process.

Supervision levels have experienced similar changes, the switch from continuous flow line production where the environment was controlled, to a more dynamic and innovative environment has necessitated a more effective leadership role where a wider range of responsibilities are undertaken.

Meluk, for many years operated within itself, ultimately by utilising one of its core competencies (product innovation) it was able to maintain a high profile and a profitable existence without networking to establish bench mark statistics for performance analysis. This has generated a culture that has a high resistance to change, statistically 61% of all permanent employers have been with the company for over 8 years and have become embedded within the operational culture.

The business philosophy and associated principles are dated, they attract negative thoughts and ideas, they need to be updated into the modern European language that can be expressed through corporate activity and understood by all employees.

Meluk needs to remove barriers that are resisting change, mindsets must be changed, recruitment and retention must be focused on employees who are adaptive, innovative and accept as well as implementing change.

Nordhaug (1) identifies 6 dimensions of competence that attempts to differentiate the types of skills and to know how to acquire them. Whilst most consideration is given to task orientated competencies that preside within an organisation it is easy to overlook the non-specific competencies of an organisation. With increasing pressure for change, greater considerations must be given to non specific competencies if organisations are to be capable of adjusting to external conditions. It is feasible that task specific competencies will become eroded over time, many skills which had previously been owned by employees have now been taken over by technology. Therefore if the anticipated durability of any given competencies is short then the organisation is likely to invest more money and training where durability is long term.

Meluk has a clear strategic direction, its route is blocked by many obstacles, e.g. resistance to change, economic uncertainty, environmental issues etc. It has to pursue its objectives aggressively, to this extent it must start to work outside the box and establish collective competencies. Only when this type of practice takes place will Meluk begin to establish itself within the context of a modern organisation.

.Recommendations for Improvement

The ability to develop human resource capital to meet and achieve organisational objectives is itself a competence. Skill and competence development can arise from, at one end of the spectrum, classroom instruction through less formal constructional activities such as seminars to much more informal modes of learning. Job rotation for example can be planned but others can be personal learning e.g. reading, or at the other end of the spectrum, responding to unplanned circumstances that can be seen as the extreme dimension of learning the job. The majority of learning takes place outside the employment context and even within it much is derived from informal or accidental processes which may not be an explicit part of the development policy of the organisation.

Mabey, Salaman and Storey 001, emphasise in their model strategic training and development a stakeholder approach that training and development strategies are better understood from a

stakeholder perspective. Basically the model acknowledges that the various stakeholders will have a different interest in influencing and ownership of training and development strategies and outcomes. There is a necessity to incorporate training and planning providers to liaise with line managers to identify and maximise employee potential by clear definitive training packages that are potentially unique to a particular process. It is not unusual to find employees adapting , accommodating and improving around organisational procedures. Research tends to indicate that participants in career development practice prefer the collaborative and overt philosophy of development centres, especially where the centre facilitated an honest discussion about career prospects with someone tuned into the nexus of organisational politics, the more analytical, opaque and controlling tenor of assessment centre (Mabey and Iles1). Beattie and Mcdougall (18) found that where relationships are imposed on employees (chose for them) and when the relationship is hierarchical (i.e. boss-subordinate) effect and supportive mentoring relationships tend not to develop.

Occupational competence offers the facility to assess employees against national industry accepted criteria.The emphasis is on competencies in the workplace and on output criteria for observed skills. It allows the organisations to analyse ability that reflect against national standards, it also allows individuals to participate in nationally recognised courses and achieve qualifications that potentially satisfy their own desires (i.e. to create flexibility and enhancement). Meluk identifies closely with occupational competencies, as previously mentioned Meluk is a nationally accredited centre for N.V.Qs and Nebsm. Additionally Meluk sees the national qualification as an integral part of its development of life cycle training, where training and education are systematically mapped out clearly identifying expected competence and education levels with specific career paths.

Another area for consideration is the use of competence which are based on behaviour and psychology rather than job based functional ones, the aim being to identify those particular competencies which distinguish this high performer from the rest. Boyatzis (18) has identified 1 types of behavioural characteristics which are grouped into 5 distinct categories; goal and action management, leadership, human resource management, directing subordinates, and focus on others. The impact of the competencies is to illustrate to employees what behavioural attributes the company expects and the process of setting them up, especially if done through consultation can help clarify what rules actually require. The emphasis must be on simplicity if they are going to be understood, yet the simpler the structure the more general the attributes

become in a context where the relationship between attributes and effective work performance is likely to be a complex one.

This competence is generally focused on management, where competencies are set up through a mixture of methods including the analysis of good performers and the predictions of competence that the organisation will require in the future and bench marketing against similar organisations.

Repertory grid technique and critical incident analysis are useful tools in that they help to identify ways in which good and poor performers differ.

Competence frameworks are not easy to use and their success depends on the ability of the people to implement and understand them. On a positive note they can offer valuable insight into future skill development. On a negative perspective, assessment management is difficult with much emphasis on managers judgement which potentially could cause conflict between other staff members who have a different view. Another negative aspect is the relationship between competencies and business success. This proves difficult for managers who must utilise the competence whilst dealing with a wide range of variables which impact on business success. Change creates difficulties, as potentially, competencies have to be modified or completely new ones drawn up. However as Meluk accepts that it has to manage change, the drivers from behavioural competence will potentially deliver clear indicators of future skill requirements which if managed correctly would be a valuable source of information for future planning.

Strategic training and development offer only short term benefits as these practices are easily copied or key resources are poached. Adopting a resource based view of human resources, identifies that policies are likely to be effective if undertaken with other policies that affect other strategic assets. Mueller (16) comments that instead of espousing high expectations with regard to employee development and training policies, it would be more advantageous to devise policies while keeping the principle of resource interdependence in mind. As the more interdependent approach to developing human capabilities draws on an organisations broad array of material and intellectual resources it is less immitable and thus represents a resource mobility factor, which in turn enhances competitiveness. By specifying how investment in training links with such strategic assets e.g. brand image, it is more likely to lead to sustained strategic benefits. This puts the emphasis firmly on the organisations leaders and managers to implement thoughtful training objectives that are tailored to the organisations needs.

The strategic direction adopted by Meluk has necessitated significant changes to the operational aspect of the business. Further changes are required as Meluk adapts to the changing demands of a very cost competetive market. The emphasis must be on ensuring that there is linkage between training policy and organisational strategy. Commitment must come from the top and in President Nakumura there is a leader who is forcibly behind organisational reform, this must be pursued through the organisation in an agressive but controlled manner.

4.Summary Conclusion

Since its inception in 1, Matsushita has developed a world-wide reputation for innovative products and its disciplined business approach. Severe pre-tax losses for the fiscal year 001-0 are casting serious doubts over its future, strategic business units like Meluk effectively have to change if they are to remain operational.

Alignment of Meluks business and human resource strategies is a key objective. Guest (1-1) in his model Human Resource Management suggests that competitive advantage will only accrue when four human resource policy goals of integration, commitment, flexibility and quality are present. Therefore Meluk must identify its strategic direction and mobilise the appropriate policies, behaviours and styles to achieve this.

The recommendations that have been identified in the tmas cover a wide spectrum of human resource activity that are directed at improving the performance of Meluk. In isolation the recommendations will have little impact, the key task for the organisation is to integrate them into the corporate strategy of the organisation. Operationally Meluk must recognise that business plans both affect and are affected by human resource activities, this requires direction and clarification from executive and local board levels.

The strategic business units are currently having a negative effect, each with different objectives they are effectively pulling the Meluk operation in 4 different directions. Therefore in effect we need to pull the 4 units together by forcibly pursuing a policy of integration across the site. Initially this must be specifically aimed at skill competencies and rewards in order to establish common ground, this will provide the platform for future planning both on a resource and skills basis. There will certainly be variations in interpretations and requirements and there will be no quick fix. This potentially will necessitate several recipes for evaluation, as no single option may exist for total control. Commitment of the management and supervision are a prerequisite and by linking unit business plans to reflect the common goal of the business will provide a stable platform. The business plans will need to encompass common human resource requirements, which will provide further issues that necessitate evaluation and ultimate linkage within Meluk.

The ability to measure the performance of an organisation is of significance, and therefore an array of measuring techniques are required. The ability to track, evaluate and identify corrective action where necessary can offer significant benefits. Therefore concentration on internal measures e.g. evaluation of training, internal strategic measures e.g. competence assessment,

and external measures e.g. customer satisfaction are useful in determining organisational development.

The development of strategic assets with the objective of creating uniqueness and scarcity are of significance to organisational development. Dedicated planning and monitoring are integral to improving the strategic asset base. However the management and control require detailed examination, and the selection of the right people with the relevant skills and intellect are of similar importance.

Adoption of a strategic human resource approach can add value and provide significant value to critical success factors identified by the organisation, it can also serve as a tool for identification of further core activities to enhance performance. Ultimately its success depends on the commitment, drive and ability of its key asset people.

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