Business HL: Burger King

Burger King’s global expansion plays a key role in the business’ hopes in overtaking McDonald’s prestigious position in the profitable fast-food world. Currently maintaining its spot as the second-largest global fast-food brand in the world, Burger King’s senior officials realize that they must effectively strategize their global marketing skills. As a global titan in the fast-food world, it is apparent that Burger King’s investment appraisal skills have paid off. Through this report, I will aim to answer the question: â€Å"Should Burger King open a franchise in Pakistan?†The first portion of my report will be the research overlook. This will outline my entire report. I will include a rationale, theoretical framework, and methodology. These will briefly overview the basis of my report.The second portion of my report will include my research findings, my analysis, and my calculations. SWOT and PEST will be amongst the analytical tools that wi ll be shown. My research will be mainly secondary but I will show a hint of primary findings. My conclusion will answer my question from a financial and non-financial perspective.The numerical values used in the â€Å"Calculations† and â€Å"Main Results and Findings† sections are estimates. The price obtained for the value of a 500 square meter plot in a commercial area was given by Pakistani real estate companies. The annual cash flow is a forecast based on the amount of cash McDonald’s generates annually in Pakistan and the average amount of cash a fast food restaurant generates per year.IntroductionBurger King’s plethora of notorious legal issues has resulted in a loss of money and reputation. Although their cost cuts have resulted in higher earnings, their revenues continue to fall along with their share prices. In order to restore their reputation and higher their revenues, it is important for the brand to tackle international expansion opportunitie s, especially in regions where their sphere of influence is low.When deciding whether to open an international franchise, a number of financial and non-financial aspects must be taken into account. The political state, consumer preferences, and cultural distinctions in Pakistan must be considered. On top of this, it is important to assess the profitability and desirability of the expansion (i.e. Investment appraisal). Burger King is not very prominent in the East and so building their prominence in sub-continental Asia will be a milestone in their global influence.This has therefore led me to research the following question: â€Å"Should Burger King open a franchise in Pakistan?† Research Question â€Å"Should Burger open a franchise in Pakistan?† Procedure/MethodMy research was fully gained through secondary resources. Online sources were used to provide interviews with Burger King Officials, get financial statistics, and gather information on Burger King’s mar keting strategies. My information was collected from online databases that specialize in marketing and financial monitoring. I obtained my balance sheets from these databases also. I discovered an interview in QSR Magazine. This interview was also used in my research and findings. Possible problems I could face are the biased in the interview I found and the reliability of my numbers (credibility of my sources). The research I obtained was very useful. I am fortunate to have found a large number of sources to choose from. My non-financial data is fully based on my research. I did not face any problems during this report.If I could do this report again, I would explore more financial aspects of the issue being explored. This is because numerical research is more reliable than non-financial findings. Non-financial findings give room for bias. All in all, I feel like this was a successful report.AnalysisSWOT AnalysisThe estimated payback period is about six and a half years; this relat ively low payback period. This is because the franchise will be profitable. The cost of labor in Pakistan is low due to the minimum wage laws in the country. Furthermore, there is a high rate on unemployment. Although the unemployment rates are decreasing, the amount of working-aged citizens that are unemployed is still high. Weaknesses presented by this appraisal include expensive land, expensive food products, power shortages, and political instability.The political state of Pakistan is extremely volatile, especially this year. Elections are being held this year and so tensions amongst opposing supporters is high. Atop this, constant riots and protests shake the stability of the nation. A political unrest could result in vandalism and our destruction of property. The largely anti-American attitude in Pakistan is also a problem due to the fact that Burger King is an American fast-food chain. This problem can be potentially decreased however, with insurance and an extensive continge ncy plan. Moving on, the political state of Pakistan has resulted in a high price for fruits and vegetables. Vegetables are necessary in order for this business to strive.In addition to a high cost for vegetables, the cost of 500 square meters of land is also relatively high ($350,000). This is not too large of an issue  however. This is because the land will be bought and not rented. Thus, the cost of the land was included in the calculations for the payback period, which turned out to be low. Lastly, power shortages are abundant. Load shedding is very consistent. Thus, the cost of a generator must be taken into account. The threats presented by this investment have already been mentioned; safety, power shortages, and the year of elections). The opportunities presented by this investment are vast. First and foremost, this will be the first Burger King franchise in Pakistan.As mentioned in my introduction, Burger King, unlike its completion (McDonald’s) lacks Asiatic franch ises. The success of this franchise may lead to the commencing of more franchises around the region. The cheap labor makes it attractive and profitable. Furthermore, there will be a larger range of consumers. Because Burger King has a very limited amount of franchises present in sub-continental Asia, its menu is not fit to satisfy Pakistanis. New customers and new flavor preferences will likely result in the production of new food items. These may be popular on a global scale. In addition to new products, Burger King will strengthen its fan base.PEST AnalysisExternal political factors have already been mentioned in the previous sub-section (SWOT Analysis). Civil unrest is extremely unpredictable due to the hostile state of the government and citizens. Unrest could potentially cause result in lasting, detrimental effects. Mediocre health and safety laws may also be an issue. Optimal hygiene factors influence the performance of the business’ employees. Also, it is vital to have optimal hygiene in order to attract customers. In addition to health and safety laws, minimum wage laws are also low. This is seen as a pro rather than a con as it ensures cheaper labor.Economic issues are also abundant in Pakistan. The weak currency is one example. The rupee is constantly dropping and so exchange rates will be high. However, due to Pakistan’s Islamic form of banking, there is no interest. This is a convincing quality of the location. Moreover, economic growth in Pakistan is very mediocre. Moving on, pork/ham is illegal in Pakistan. Ham makes up much of the Burger King menu and so they must be willing to modify the menu in order for optimal effectiveness. Also, the culture in Pakistan is highly patriarchal.Women are expected to  stay home and cook. Families usually eat home cooked meals together, at home. This may be an issue as this can result in a smaller customer count. However, the Pakistani population is growing constantly and so there are many more c hildren from newer generations. Teenagers are Burger King’s most loyal customers. Furthermore, there is a sense of anti-Americanism in Pakistan. This brings up many red flags. Burger King is an American fast-food chain and so boycott and/or vandalism must be taken into account when developing a contingency plan. This problem may not be such a big deal however. Pakistan is constantly modernizing.Views on the United States and American corporations are becoming more supportive and/or indifferent. Poverty may be the largest obstacle. Pakistan has an extremely high rate of illiteracy and poverty. This can negatively affect the franchise as many citizens will be incapable of affording fast-food. Contrastingly, Burger King can host fundraisers and/or other charity events to benefit the poor. This is one way in which they can bring up their reputation as a global brand. Lastly, the cost of packaging is high.ConclusionAccording to the SWOT analysis, the opportunities presented by thi s investment are far greater than the threats and the weaknesses. Furthermore, the payback period presented by this investment is relatively low and a franchise in Pakistan could majorly impact Burger King’s global sphere of influence. Opening a franchise in Pakistan will also add more variety to their flavor and potentially better their reputation. Their balance sheets and income statements would not show significant changes and so they were not mentioned (because this would be 1 of 11,000 franchises).In my opinion, opening a Burger King franchise in Pakistan is a swell idea. The opportunities and strengths outweigh the negatives. The franchise should open after elections to lessen the risk of political unrest.

Booker T Washington: Fighter for the Black Man

Booker T. Washington was a man beyond words. His perseverance and will to work were well known throughout the United States. He rose from slavery, delivering speech after speech expressing his views on how to uplift America's view of the Negro. He felt that knowledge was power, not just knowledge of â€Å"books†, but knowledge of agricultural and industrial trades. He felt that the Negro would rise to be an equal in American society through hard work. Washington founded a school on these principles, and it became the world's leader in agricultural and industrial education for the Negro. As the world watched him put his heart and soul into his school, Tuskegee Institute, he gained great respect from both the white and black communities. Many of the country's white leaders agreed with his principals, and so he had a great deal of support. Booker T. Washington was a great man. He put his own needs aside in order to build the reputation of an entire race. He didn't do it by accusing and putting blame on others, but instead through hard work. Booker T. Washington cleared the way for the black community to fully enter the American society. Washington was born into slavery on April 5, 1856, in Franklin County, Virginia, on a small tobacco plantation. His only true relative was his mother, Jane, who was the plantation's cook. His father was probably the white son of one of the neighbors, though it is not known for sure. Washington spent his childhood years on the plantation, but since he was so young he never had to do the heavy work. He did the small jobs, such as carrying water to the field hands and taking corn to the local mill for grinding. This hard work at an early age instilled in him the values he would teach for the rest of his life. When the Civil War ended in April of 1863, Washington and his mom were set free. Unlike most of the other slaves, Washington had somewhere to go. His step-father had escaped earlier, and had gotten a job in Malden, West Virginia, at a salt furnace. When the war ended, he sent for Washington and his mom. Life was tough in Malden. â€Å"Drinking, gambling, quarrels, fights, and shockingly immoral practices were frequent.† Washington himself got a job in the salt furnace and often had to go to work at four in the morning. Washington longed for an education. A school for Negro's opened in Malden, but his step-father would not let him leave work to attend. Washington was so determined to get an education that he arranged with the teachers to give him classes at night. He was later allowed to attend in the morning, but would then work all afternoon and into the evening. Booker did not have a last name until he went to school. â€Å"When he realized that all of the other children at the school had a ‘second' name, and the teacher asked him his, he invented the name Washington.† A great influence on Washington was Viola Ruffner, the wife of the owner of the salt furnace. Washington became her house boy, where he learned the importance of cleanness and hard work, and pride in a job well done. He would use these principles for the rest of his life. â€Å"The lessons I learned in the home of Mrs. Ruffner were as valuable to me as any education I have ever gotten anywhere since,† he later commented. Booker heard of a big school for Negro's in Hampton, Virginia, and he decided to go there. In 1872, at the age of sixteen, he set out on the 400 mile journey to Hampton, traveling most of the way by foot. When he finally arrived, he was so ragged and dirty that he almost wasn't admitted, but he was so persistent that they finally caved in, and he was allowed to attend. He studied there for three years, working as a janitor to pay his board. At Hampton, Washington participated in the debating society, which helped him develop a talent for public speaking. He used this talent many times throughout the rest of his life. In 1875, he graduated with honors and returned to Malden, where he taught elementary school. Two years later he went to Wayland Seminary, in Washington, DC, where he studied for eight months. He then was asked to come back to Hampton to be an instructor. In May, 1881, the principal of Hampton received a letter from a group in Tuskegee, Alabama, asking for help in starting a school for Negro's there. They were expecting a white man, but when they got Washington, they were quite pleased with him. On July 4, 1881, at the age of twenty-five, Washington founded The Tuskegee Normal and Industrial Institute. The State of Alabama had sent $2,000 for the teachers' salaries, but had sent no money for land, buildings, or equipment. The school opened with 30 students. Most of them had some prior education, but they did not appreciate household cleanness, which was so valued by Washington. He wanted on-campus dormitories so he could supervise and improve the students' living habits. The school found an abandoned farm nearby, but it had no buildings fit for living or teaching in. Washington and his students raised enough money for construction, and they built the first brick building. They also built a kiln to make bricks for future projects as well as to manufacture and sell to others. Tuskegee Institute and its facilities grew, and so did its courses in agricultural and engineering subjects. The Institute survived its early years only through the perseverance of Washington. In the second month of the school's first year, Olivia Davidson joined Washington as his assistant. She was also a graduate of Hampton and of a Massachusetts normal school. She was not only Washington's assistant but also a teacher at the school. She would later marry Washington. â€Å"No single individual did more toward laying the foundations of Tuskegee Institute so as to insure the successful work that has been done there than Olivia A. Davidson.† Washington believed in the â€Å"dignity of labor.† He emphasized the teaching of â€Å"practical skills,† like brickmaking, carpentry and dairying for the boys, and cooking and sewing for the girls. He believed thatNegro's must make economic progress, and learn how to make a living first. In order to raise funds for the school, Washington traveled all over the country, giving hundreds of speeches expressing his ideas and explaining his program at the school. He became known nationally because of these speeches, which led to many contributors such as Andrew Carnagie, John Rockefellar, and Collis Huntington. As for Tuskegee Institute, its success was beyond Washington's wildest dreams. At the time of Washington's death, 34 years after its founding, the school property included 2,345 acres and 107 buildings, with nearly 200 faculty members and more than 1,500 students. Tuskegee Institute had become the world's leader in agricultural and industrial education for the Negro. Booker's spirit and name live on long after his death. He is remembered and admired for his struggle for the black man. Tuskegee Institute still exists today and is quite well off, with over 3,250 students, about 5,000 acres, and an annual budget of $75 million. Booker T. Washington is a wonderful example that even if you came from nothing, you can accomplish great things if you try hard enough and are willing to make the sacrifice.

Wife of Bath

Geoffrey Chaucer expresses present day realities throughout his novel The Canterbury Tales. Throughout the Wife of Bath’s prologue, the wife illustrates her actions to be equal to those of a feminist. The wife pleads to stand out without conforming to societal standards. Feminism is defined as the doctrine advocating social, political, and all other rights of women equal to those of men. During the 14thcentury, it was likely that the Wife of Bath was thought of as a destructive rebel.In modern times our society considers the Wife of Bath to be a revolutionary feminist who refuses to conform to the expectations of women during her time. The thought of women continuously desiring attention from a man and always being sought out to express promiscuous actions is a reality revealed in the Wife of Bath’s Prologue. Lines 263 through 270 of the Wife of Bath’s Prologue reveal the wife’s view upon how men illustrate the actions of women. And if she is ugly, you say that she covets every man she sees; for she will leap on him like a spaniel until she finds some man who will buy her wares. † The quote explains that this woman is not able to persuade a man or even capable of being pursued because her looks are not appeasing, she must use her sexuality in order to have her way or get what ever she wants. Though this may be a negative view of women, this simply says women receive no recognition. Whatever a woman does, it is never good enough for a man’s desire.The Wife of Bath’s Prologue also expresses the idea of women not pleased or wanting to be controlled neither having a master but instead searching for sovereignty in relationships. The 14th Century was a very relevant time of which women were controlled by their husbands. â€Å"We don’t love a man who carefully watches where we go; we want to be at large. † (Lines 321-322) This quote simply explains that women do not want to be controlled, as men do – they also want power of themselves and to go about things as they please. Women sometimes go after a love that they do not possess for the purpose of gaining more power.

Chiang Kai-shek Essay Example | Topics and Well Written Essays - 2250 words

Chiang Kai-shek - Essay Example Although many critics blame him for the atrocities committed during his regime, many people greatly appreciate his achievements with regard to the country’s economic development. Â   The early years of Chiang Kai-shek were not very smooth but he managed to attend the Japanese Military Staff College. After completing his military education, he served in the Japanese Imperial Army for a number of years. A staunch supporter of Sun Yat-sen, Kai-shek returned to China in 1911 to help in the creation of the nationalists’ army. Sun Yat-sen chose Chiang Kai-shek as a leader of the Guomindang’s Military Academy which was situated in Whampoa2. In the course of time, the he was sent to Moscow to study about the organization of Red Army for a period of six months. As a leader of Guomindang, Chiang favoured his former workmates at Whampoa and consequently appointed them in various ranks within the Guomindang. Sun Yat-sen died in 1925 and there arose a power struggle among his possible successors as noted by Guangdi3. At the death of Sun yat-sen, Chiang was a right wing while Wang Jingwei, Sun Yat-sen’s comrade-in-arms, was a left wing adherent. Wang succeeded Sun Yat-sen as the national government’s Chairman as noted by Shieh4. Chiang was in a better position to succeed him because he was the leader of the Guomindang army. He was seen as a more suitable leader for the position because his disciplined and loyal army was more likely to fight for him rather than fight for others. Politically, Chiang was in a central position in China which gave him the capacity to control a wide region. He organised a fierce campaign against Guomindang warlords and consolidated his leadership position in 19265. He went further to control Nanking, Ca nton, and Beijing which were the most important Chinese cities at the time. During his tenure as government chairman, he served as party

Anthropology Essay Example | Topics and Well Written Essays - 500 words - 5

Anthropology - Essay Example The first theory of a land bridge between Siberia and Alaska has been around for awhile. If an individual places a map of the world on a table, the continents look like they can fit together. The earth’s crust and upper mantle have plates. These plates slide and move. The moving of these plates cause earthquakes and tsunamis. It also causes land to break apart. Another factor is the ice age. When the great meltdown occurred a land bridge could have been submerged. This land bridge, Beringia, would have connected Siberia and Alaska. If that connection was made, then it is possible that the Native Americans migrated from Siberia. After reaching North America the Native Americas would have migrated south. Another theory is the coastal migration. The Native Americans would have sailed in canoes from Siberia to Alaska. Then the Native Americans would have migrated south to South America. Both continents would be populated before Columbus arrived. This theory would depend on the migrants knowing about the route. The passage would have to be during the summer, or when ice chunks were not present. This is the least likely of the scenarios. The final scenario is migrants came across the giant ice sheet. If an ice age was in full force, migrants might go south for a warmer climate. The trail would have gone toward westward and southward. If the ice shelves were as scientist think, than the ice would have melted without a trace. All three theories depend on one same element†¦food. Prehistoric people hunted for food and warmth from the furs. If the herds of caribou, wooly mammoth, or whatever was around at the time left, the hunter would have gone to search for prey. In the northern parts of Siberia planting a garden to provide for food year round is not an option. The hunters would have had to follow the food. As the animals’ natural instinct led them south, the hunters would have followed. Not only would the hunters

ECN 212 Essay Example | Topics and Well Written Essays - 750 words

ECN 212 - Essay Example Outsourcing transfers jobs and/or assets to an external third party, foreign or domestic.† (Burton, 2013 p. 37). For example, a company may outsource a certain department which would be more expensive for them to set up than to outsource to a third party located outside of the United States. The most common example for this is the customer service department of credit card companies where calls are instead routed to a third party outsourced by the company. We can cite Capital One outsourcing its customer service department to companies like Accenture which already has the learning curve and capability to perform this function. This saves the company time, resources and effort of setting up its own call center and instead rely on the value of service delivery provided by its outsource partner. Outsourcing however is not only confined to customer service. It is also pervasive in the manufacturing sector which is evident in China whereby many products sold in the US are manufactur ed in China. This phenomenon is due to the availability of low wage workers in China not to mention its relatively relaxed labor laws. In addition, China has almost an â€Å"unlimited availability of resources, significant labor cost reductions, fewer government regulations, lower taxes and huge profits† (Burton, 2013 p. 34) which explains why there is an exodus of manufacturing plant to China. This kind of business set up allows companies to focus on their core businesses without being distracted by an operation that can be done better by an outsource company. In sum, the company benefits â€Å"velocity improvement, quality improvement, cost reduction, resource and logistics optimization, eliminating waste, reducing global supply chain complexity and risk, and improving the overall customer experience† (Burton, 2013 p. 34). While there are a myriad benefits in outsourcing, cost plays a major factor among companies to outsource jobs outside of US. The reduction in cost is so significant that companies will even tolerate a slight deviation from the ideal standard of service delivery. For example, in the call centers outsourced to Philippines and India, the job requires utmost proficiency in the English language since the work requires direct interaction with the respective company’s customers who are located in the US. Since most of the agents are not native speakers, it is understandable that there is a gap among non-native speakers in their communication skills. This deficiency however is offset by the savings in cost (Lockwood, 2012). Outsourcing has an effect on wages. It will invariably pull down the wages in the home country because workers will have to compete with their counterparts in the outsourced countries who could do or almost do the same job at a significantly lower cost. The law of supply and demand states that price of wages will generally fall down if there is a competition that could provide the same work at a lower cost. On the other hand, the reverse will happen in the outsourced country in terms of wages. Wages in outsourced countries are generally so low that even if they are contracted at a price considered as low in the contracting countries, the wages given are still considered to be high. As such, it will have a pull effect of increasing wages in outsourcing industry. In the long run, higher wages will mean

Common law and equity Essay Example | Topics and Well Written Essays - 1000 words

Common law and equity - Essay Example Equity was developed in order to overcome the inadequacies of common law. Equitable remedies are available in a number of areas where common law is either incapable of providing justice or is not faultless in providing justice to the individuals. The main purpose of equity jurisdiction is to support the existing laws. Equity was developed to propose principles that are either ignored by common law or not formally accepted in that set of law. Moreover, equity proposes certain remedies that are unavailable in common law. In certain circumstance, common law decisions or remedies are insufficient to provide justice to the innocent (Hudson, 2009). For instance, in the matters involving mortgages, where the lenders are to a piece of land as a security of the loan granted, the principles in equity and common law greatly distinguish from each other. Let’s assume that Angelina grants a loan of $5,000 to Joseph, after considering a piece of land as a security that worth $8,000. Accordin g to the contract, the land in question would be legally transferred on the name of the lender (Angelina), on the terms that she would retransfer the land on Josephs name if he repays the loan in the specified time. If Joseph fails to repay the loan in the specified time, common law gives no entitlement to Joseph for the land that was conveyed and the duty to repay the loan still exists. However, equity practices such situations in a different and more reasonable manner. According to the rules of equity, Joseph would be given another chance to repay the loan in a new specified time. If Joseph still fails to repay, the land which was let for security will be sold and the loan will be repaid. The additional amount would be given to Joseph as it belongs to him. It is not just the matters of mortgages where equity provides a more reasonable and just decision but it also works better in many other areas. Equity and common law are not only different in terms of laws and

Analysis of Chapter Two of Guy Deutscher Book The Unfolding of Essay

Analysis of Chapter Two of Guy Deutscher Book The Unfolding of Languages - Essay Example The paragraph also introduced how the initiative of King James to translate the Bible into English had revolutionized and changed the language to its present form. The second paragraph that also summed up the whole chapter can be found on page 53 to 54 that stated â€Å"no corner of the English language has remained protected from changes: sounds, meanings, and structures all  seem to have suffered from a curious inability to stay still.   This paragraph is intertwined with the paragraph on page 46 that introduced the evolution of the English language because it provided the conclusion to make idea complete. Indeed, the version of English that we used today is a product of the generation of improvement to make the language more comprehensible and more coherent as a tool of communication. And this phenomenon is not only exclusive in the English language but is a phenomenon in other languages such as French and German. In the paragraphs stated, Deutscher made use of the technique of storytelling and quotation. The storytelling came from Deutscher narration of how the English evolved from its old form and how King James revolutionized the language to its present form. He made The thesis of Deutscher that language changes over time are agreeable and well argued. The ideas purported by his thesis have been very convincing. In the paragraph chosen, he used story-telling to make his point coupled with direct quotations. The storytelling involves how the English language changed over time. It is supported by a direct quotation from the Bible to demonstrate how the language changed. He, however, also argued for exactness and propriety of the language in the same chapter. Although his recommendations were valid, it sounded illogical when taken as a whole because he also contradicted himself by proposing how the language should be exactly used. In the previous chapter, he discussed the arrangement of words to convey a clearer meaning and the correct hierarchy of sent ence.        

The Law of Evidence Essay Example | Topics and Well Written Essays - 2500 words

The Law of Evidence - Essay Example In order to proceed further, it is pertinent to define the meaning of trick and understand whether that meaning falls into the conundrum of facts of the case. â€Å"A cunning or skilful act or scheme intended to deceive or outwit someone. Intended or used to deceive or mystify, or to create an illusion.†1 To trick someone into something is to make the other person believe that he is showing him the true face of the situation, but, on the other hand he is infact putting him through a fake image of illusion and therefore cheating him to deceive him according to his whims and fancies. ... helps the accused as the departure from the strict procedure has been adopted by design with a view to securing the admission of evidence obtained by an unfair trick. As per the findings of Lord Cooper, "I can find nothing to suggest that any departure from the strict procedure was deliberately adopted ... in the present instance the irregularity ought to be ‘excused’.†150 The Privy Council, in its opinion delivered on an appeal from Kenya, mentioned, as a ground for excluding relevant evidence that it had been obtained by a "trick." 1:;1 Kingsmill Moore ]., admitting evidence of this kind in an Irish case, said: "I can find no evidence of deliberate treachery, imposition [or]deceit." 152 As a ground for rejecting evidence, the Supreme Court of Canada has pointed out: "Admittedly, the statement by the accused was procured by trickery, duress and improper inducements." Therefore, in the first instance, according to the precedents laid down by the Courts worldwide as well as the law in the PACE Act, it has been clearly stated that any evidence produced by putting the individual under a trick is negligible and liable to be excluded under the law. Thus David may be supported with the help of the same. 2. The Law governing the admissibility of the confession Section 82(1) of the PACE Act defines the law governing the admissibility of confession. The Section is as follows: â€Å"confession†, includes any statement wholly or partly adverse to the person who made it, whether made to a person in authority or not and whether made in words or otherwise†.4 According to the facts of the case, it is a clear cut proposition that David was oppressed into confessing that he knew about the stolen nature of the car radio. The Court should look at this situation from a holistic

PESTLE of the body shop in the Uk Assignment Example | Topics and Well Written Essays - 250 words

PESTLE of the body shop in the Uk - Assignment Example However, the management of Best Body shop can take advantage of UK’s political structure of parliamentary democracy to invest in less stable countries like the Middle East and Russia. The system relatively provides cushion against possible political risks. Best Body shop predominantly use premium based differentiated approach to marketing instead of assuming the market leader position. Therefore, Saleem (2006) points out that such enterprise are vulnerable to the economic variations in the UK. Besides, the aftermath of global economic crisis of 2007 presented major challenges to the UK market and especially, businesses like Best Body Shop that entirely depends revenue generated from UK economy. However, opportunities for success still exist through a structured stakeholder collaboration. Wetherly & Otter (2014) explain that the complex interplay of social and cultural factors of the UK market either declines or improves cosmetic and beauty industries. Hence, Best Body Shop should aim to identify a set of practices that appeal to all the cultures. Representation of an essentially inclusive social and cultural economy is a success strategy. Essential improvements like internet services offer the business unique opportunities like online transactions, issuance of invoices and assessment of customer feedbacks. Thus, Best Body Shop and similar industries have received an exponential sales and rapid online shopping for the beauty products in store. Hence, technological advancements open avenues for business expansion. Nonetheless, technology is a risk factor if mismanaged. Best Body shop must comply with legal standards stipulated by European Union and UK laws. Specifically, Kew & Stredwick (2008) highlights that the UK laws stipulate that the shop must conform to requirements for minimum wage payments, legislation for fair marketing, hiring, compensation, and equal treatment of all employees. The national product

Management and the Arts Essay Example | Topics and Well Written Essays - 1250 words

Management and the Arts - Essay Example The Center functioned to commission research programs, present public forums, and to publish new researchers and viewpoints on the arts and culture. However, a decade later on December 30, 2005, the Centre closed its doors forever. Notably, the Center for Arts & Culture lacks a clear and salient mission statement on their About Us page on their website. However, the Centre does provide website pages for each of the policies that guide the organization. The Center recognises seven areas where policy and cultural issues overlap; law; globalization; access; preservation; community; investment; and education. These are outlined further: Law - The Center orients itself with creativity and the Law. Three areas of immediate concern are: copyright and intellectual property, freedom of expression and content control, and consolidation and consumer choice. The changes made within the legal system, decisions made in court and changes to regulatory infrastructures have a dramatic influence on cultural being. Globalization - The influence of globalization and modernization are examined by the Center, especially with regard to the impact of foreign policies on the promotion of understanding arts and culture. The development of cultural and public diplomacy, exchange programs, visa policies, trade agreements and other policies are evaluated to determine their international influence on the development, preservation and expression of culture. Access - The Center aims to provide accurate and in-depth policies that will lower the barriers to access, as well as the creation, of the arts and cultural information. Barriers may be in the form of geography, literacy, disability or the infrastructure of a culture. Public policies were monitored which were deemed to make cultural information accessible or that provided resources for people to be able to develop culturally relevant art and information for their personal use, as well as their communities. Preservation - Policies are also monitored that explore new develops in arts and cultural heritage, along with humanities education and the evolution of the workforce of the 21st century. Historic preservation allows cultural tourism and civic contributions. It is by way of culture that an important facet of economic revitalization occurs, motivating communities to collaborate in development. Culture is able to enhance or hinder a person's quality of life to a degree beyond that of economic influence. The Center's focus is on historic preservation, documents and archives, sites and monuments, living cultural heritage, and cultural property. Community - The definitions of the constructs "community" and "culture" are changing in post-modern industrial societies. Technological advances such as the internet and virtual reality have allowed for a crossing of boarders on an epic scale. The Centre evaluates public policies at the federal, state, and local levels that are deemed to directly influence the quality of life and economic well being of a community. Investment - The U.S.A. has a novel system of subsidy and tax policies that differs it from centrally-managed federal programs. However, identifying the appropriate instruments to motivate cultural development is an ongoing concern

Ivan Ilyitch and Wasted Lives Essay Example for Free

Ivan Ilyitch and Wasted Lives Essay The stories dealt with in this paper seek happiness in the wrong places. They stress the failures of modern life, the falsity of success and the elusiveness of happiness when it is not grounded in virtue. Virtuous and simple living are the last things to be discussed in these stories, but happiness is searched for according to the easiest and most sensual manners possible. Modern society has failed to bring happiness and fulfillment, and these stories speak as to why. What is terrible about modern life is the definitions of happiness and fulfillment based on money and social standing. It is roundly condemned by journalists and moralists, but remains as powerful as ever as motivating factors in behavior. In Tolstoy’s famous Death of Ivan Ilyitch, the film’s hero, Ivan, is a lawyer, a member of the prestigious judicial council (127) who has recently taken ill, as lies in his last few hours considering his life. His main concern throughout his life is what Tolstoy calls comme il faut, that is, the maintaining of appearances regardless of circumstances. Even his marriage was based on social standing and on the opinions of high society, rather than love (130). In â€Å"The Necklace,† the young woman wants the necklace that nearly destroys their life solely so that she will look like a successful person at the party given by the Ministry of Education. It ends in disaster as the necklace is lost. After being passed over for several promotions, Ivan was sent to a remote outpost in â€Å"the country,† where he quickly fell into boredom and ennui. He then left his family to go back to his Petrograd post, because high society is the only place he felt comfortable. His social cues came from that society. After falling while decorating his house–decorating solely for the approbation of the same society–he developed what appears to be cancer, and quickly died, mirroring the life and death of Aurora in Terms. The will cannot bring happiness and human life often has a rhythm of its own that cannot be controlled by the state, social institutions or an overprotective mother. It is in this interval that he meets Gerasim, a simple peasant without pretense or guile, the opposite of Ivan (148). Gerasim was Ivan’s assistant when he was ill. Gerasim cared not for society, but for the simple hard work that typified the peasant. He was a â€Å"natural† man rather than Ivan, the â€Å"artificial† one. But in Chapter IX is where a â€Å"voice† begins to speak to Ivan, speaking to him about life. Happiness is based on simplicity, not on the worship of the status quo and the domination of social norms. The artificial world of high society was not joyous, but merely a set of obligations. â€Å"And that deadly official life, and anxiety about money and so for one year, and two, and ten, and twenty, always the same thing† (157). But this was the life of success, of high society, of the elite: and it failed to make Ivan happy. The move from childhood, with its simple joys, to that artificial world of elite adulthood was correlated with the falsity of his happiness and the deadening of joy. This is also to be seen in â€Å"Araby,† where children are the only ones left with imagination as they come of age. The complex and hypocritical world of high society deadened him and his life. This story about a dying man looking at his life seems to be well read, but never heeded. Ivan is all of us who equate success with money and social standing, who view childhood as â€Å"trivial† and the approbation of institutions as central. Ivan conformed his entire life, from his marriage to political views, around what was dominant in high society. In this process, he was successful, but not happy. If anything, the two concepts exist in an inverse relation. Success in modern life is not a happy life. It is unhappy because ultimately, it is one set of obligations after another. Money is always a problem–investments, the market, inflation, taxes, economic cycles all contribute to the anxiety of all but the most wealthy of moderns. Social life, as in Ivan, is a bore, with a set round of obligatory social relations and gatherings, all of which seem to set the â€Å"success† class apart from the commoners. But Ivan, through the example of Gerasim, sees that the simple peasant, the agriculturalist, without the social obligations of the Petrograd lawyer, is happy, joyful and finds a great deal of satisfaction in labor and its invigorating aspects so common in farm work. But labor, in modern life, is something to be avoided rather than embraced and farm work is seen as â€Å"backward† in the prejudice of moderns. In the film Terms of Endearment, the parallels are subtle, but present. Aurora is the protective mother, always concerned for the ultimate happiness of her daughter, Emma. Once’s Emma’s first romance fails, and Aurora seems pushed out of her life, the latter finds romantic comfort with a married, â€Å"successful† man, a banker, Sam Burns. At the same time, Aurora, after remaining sexless for many years, has a whirlwind relationship with an ex-astronaut, Garrett Breedlove. It is hard to see the placement of the false society here, as is the case with The Necklace and A Good Man. Both Emma and her mother live within the false society of modern life, believing that sex and finding the â€Å"right† man will bring happiness. Virtue is not mentioned, nor the life of the mind, but happiness is defined solely in respect of an other, a romantic, sexual relationship that is supposed to make people happy. Both characters, Aurora and Emma, are trapped and the free sex that exists throughout the movie is a conformist device, not a rebellious one. If anything, the fact that Aurora dies of cancer tells her that happiness cannot be found in this life, for even if Aurora was right all along, and Emma was her best friend, she still would have died a miserable death. Having sex with the drunken Breedlove has changed nothing. This film seems to be a set of negative examples: overprotection does not lead to protected children, and sex does not lead to happiness, nor does romance. If anything, it is a veiled attack on the modern obsession with the sexually carnal, that promises pleasure and happiness but usually ends with emptiness. Such is also the final scene in â€Å"Araby,† where the fair itself, symbolizing all sexual and sensual, is a disappointment. The build up the young boy has created in himself was far too high for actual reality. Sex is modern life is often considered this Holy Grail of acceptance that often leads to disappointment. The Necklace, a short story by Guy de Maupassant, has far more parallels with Tolstoy than Terms. The single reality is that the necklace is part of the world of falsity within which Ivan and his ilk live. The very fact that the necklace itself is a cheap fake is part of the scheme–it matters not if the object is genuine, it does its job of making the world think that you belong and that you’re part of the â€Å"successful† club. The obligation that Ivan finds in his life is mirrored in the couple’s having to work for a decade to repay the alleged price of the genuine necklace, which never even existed. The necklace is the ultimate attack on the falsity of â€Å"successful† life–the necklace exists solely to convince others of something, but it is not even real. At the same time, the labor that has gone into paying for the non-existent real necklace speaks of the waste and profligacy of the wealthy, who normally pay huge sums for such trinkets, and call it happiness or success. The young boy in â€Å"Araby† though that his love interest and the fair at Araby would provide this. All these sorts of things provide is emptiness. â€Å"A Good Man is Hard to Find† is a far more subtle work, centering around a self-centered grandmother that speaks of The Misfit, a killer who is allegedly making his way though to Florida, where her family wants to go on vacation. The family eventually makes their way to Tennessee where, in an accident caused by a hidden cat, the disabled car is sat upon by the Misfit and his group, who eventually murders the entire family when the grandmother yells out that the Misfit is here, hence, necessitating the Misfit’s murder of his identifiers. There is a hint that the Misfit is in fact the grandmother’s son, and the grandmother, possibly attempting to save her own life, attempts to calm of Misfit by touching him, which leads to a scene where the murderer hesitates, but soon steps back to shoot her. It seems that Terms and Good man are highly parallel, showing an overprotective parent seeking happiness in all the wrong places. Where The Necklace and Ivan are centered around the concept of falsity and the lies and hypocracy of modern life and its arbitrary definition of â€Å"success. † All four are concerned with happiness broadly speaking, but only Tolstoy holds out the hope for any real happiness, a happiness that can only be gained by simplicity and a return to the land. Modern behaviors cannot understand this.

Omo Detergent In Nigeria

Omo Detergent In Nigeria Omo is manufactured and distributed by Unilever Nigeria Plc, which is a subsidiary of the multinational food and vitality company, Unilever whose corporate mission is to add vitality to life. They are manufacturers and suppliers of consumer goods in the foods, home care and personal care divisions. Unilever Nigeria Plc was incorporated on 11th April, 1923 as the Lever Brothers (West Africa) Ltd (OceanicPearl 2009). The company began as a trading organisation founded by Lord Leverhulme in Nigeria and West Africa. It started as a soap manufacturing organisation and has remained over the years to become one of Nigerias oldest surviving manufacturing organisations. The company has over the years diversified into the manufacture of foods, personal care products and non-soapy detergents. This was done through mergers and acquisitions, some of which include the acquisition of Lipton Nigeria Ltd in 1985 and Cheesebrough Pond Industries Ltd in 1988 (UnileverNigeria 2010a). In line with the ot her parts of the multinational group, the companys name was changed in 2001 to Unilever Nigeria Plc. It was listed on the Nigerian Stock Exchange in 1973 and 49% of its equity are owned by Nigerians at the moment while 51% is held by Unilever Overseas Holdings BV (OceanicPearl 2009). KEY MARKET SEGMENTS AND SIZE OF MARKET Unilever Nigeria Plc is involved in three main market segments and they are: Foods The brands of Unilever in this segment are Blue Band margarine, Lipton tea, Knorr and Royco food seasonings. Blue band margarine dominates the margarine market with only few strong competitors. Lipton tea is also the dominant brand in the Nigerian tea market, with relatively little competition from local manufacturers. However, the Nigerian tea consumption is very small due to the hot climate and the fact that consumers prefer chocolate drinks to tea. Knorr and Royco are different brands of a glutamate-based food seasoning. Although they possess a considerable market share, they have very stiff competition from the Maggi brand of Nestlà © Nigeria which is the dominant seasoning brand in the market. Home care This segment of the fast moving consumer goods market is dominated by multinational companies like Unilever, Procter and Gamble and PZ Cussons although there is competition from other local manufacturers. This dominance is due to the large amount of capital assigned to marketing by the multinationals, which most local manufacturers ignore either due to lack of capital or ignorance. The key Unilever brands in this segment are Omo and Key. Omo comes in a powder form while Key is a green bar soap. The Omo detergent comes in various pack sizes while the bar soap come in two sizes. These products are mainly produced for hand washing although Omo may be used for machine wash. Personal care division Currently, Nigerian households spend US $5 billion annually in the personal care category (Tura 2010). It is a very competitive segment of the Nigerian market and boasts a lot of local manufacturers. Investors are drawn into this segment because of the low barriers to entry and exit. Also, government policies favour the establishment of small-scale factories in this segment with tax incentives granted the organisations. However, multinational organisations such as Unilever and PZ Cussons still control large portion of the segment. Unilevers brands in this segment include Lux, Pears and Sunsilk. Pears is a petroleum jelly brand while Lux and Sunsilk are brands that cover body and hair care products although Sunsilk is cheaper and was created to cater for the low income segment of the Nigerian society. Size of market Because food, home care and personal care are essential to all humans, the market for most of Unilever Nigerias products including Omo can be seen as the entire population of the country. The household consumer goods segment has been growing steadily due to the increased marketing by companies, stimulated by growing demand. Detergents for hand washing have not been left out. The unsteady power situation in Nigeria favour hand washing rather than machine washing and so most of the washing detergents produced in the country are made for hand-wash applications. With a population of over 140million people and an annual population growth rate of 1.999% according to the 2009 estimates (Indexmundi 2009), Nigeria presents a large market for powder detergents. With an urban population percentage of 48% (2008 census) and 97% of the population below 65years (Indexmundi 2009), the market potentials are huge. The Nigerian population is made up of an upper wealthy class that only constitutes about 10% of the population. The middle and lower class make up the remaining 90% with the lower class having the lion share. The chart below shows the Living Standard Measure (LSM) of the adult population in 2008. The Living Standard Measure is a wealth proxy calculated based on the ownership of certain goods and degree of urbanization and ranges from 1 (indigent and rural) to 10 (affluent and urban) (Ladipo 2008). PRODUCT DESCRIPTION AND KEY DATA Omo is a white detergent powder that is used for washing clothes. It is produced specifically for hand washing although it can be used for machine washing as well. Omo is a chemical-based detergent with excellent stain removal properties. It comes in 35 and 50grams sachets and also in 200, 400 and 900grams packs. Because of the relatively low income level of the average Nigerian family, the small product sachets have been favoured over the years. Omos brand colours are white, blue and red, with the word Omo written in blue and as uppercase characters on the packaging, which carries the brands colours. Omo is one of the oldest brand names in the household care category in Nigeria. For a long time, Omo was the generic name for non-soap detergents, in most parts of Nigeria. However, increased competition has changed this. MARKETING DATA OF OMO The turnover for the powder detergents segment and Omos market share are given in the table below. NGN represents the currency of Nigeria, the Nigerian naira. The overall sales volume/turnover decrease from 2008 to 2009 was due to fall in demand caused by a high inflation rate. The increase in sales value is as a result of higher product prices rather than an increase in sales volume. However, though there was a decrease in sales volume of powder detergents in 2009, turnover has increased greatly over figures from the early 90s due to the introduction of the more affordable economy-sized sachets of product and improvements in road network across the country which made rural markets more accessible. The turnover for Omo has experienced a gradual decline over the years as consumers now see it as an old and ineffective product and hence prefer the competitions products. The volume and value share of Omo also decreased over the year due to the wrong perception of the product by the consumers and very stiff competition in the segment with several players like Eko Resources Ltd., introducing cheaper alternatives into the market. Main competitors The ability to constantly innovate and make exciting offers to customers is a very important attribute needed to survive and excel in a competitive market (Jobber 1998) like the Nigerian detergent market. Detergents purchase has a low level of involvement and so consumers are quick to try something they perceive better. There are several products that compete in this market segment, their large numbers being due to the low barriers to entry and exit for this market segment. Of the many brands that exist, the three main competitors of Omo are: So Klin washing powder This is a leader in the mass market category of the powder detergents market. It is manufactured by Eko Supreme Resources Ltd., jointly owned by Nigerian and Asian investors and was introduced into the market in 1995. The manufacturers spotted a gap in the market since prior to this time, Omo and the other detergents did not come in economy packs (products came in packs of at least 200grams) and were beyond the reach of the greater populace. They introduced sachets of 15grams and 30grams to cater for the low income earners. This caused them to take over much of the competitors market share. Also, on entry, the white colour of the powder strengthened its claim to provide superior cleaning with just small amounts, at a time when the other players including Omo still came as blue powders. After gaining grounds with its economy-sized products, it also ventured into the realm of the existing main players of the industry by introducing products in 200g, 400g and 900g packs to cater for hig h-end customers. At the end of the 2008 retail year, So Klin emerged second in the powder detergent category mainly the 13 to 35kg segments but still undisputedly remain the first in the sachet (15 and 30grams) segment, which accounts for 50% of the powder detergent business in Nigeria (The Nation 2009). Ariel washing powder This product is manufactured by Procter Gamble Nigeria, which started operations in Nigeria in 1992. It also comes in the form of a white powder and occupies a sizeable share of the detergent market although it is a sort of premium detergent. It was introduced in comparatively large sized packs and cost on the average more than its other competitors for same-sized products. This greater price premium was perceived by most of the AB and C1 groups (using British social classification as given by White (2000)) as a sign of higher quality and became popular especially among Nigerians who knew of their operations outside the country. Procter Gamble Nigeria undertakes aggressive advertising and has over time gradually increased its market share. With the introduction of their economy sized products (15 and 30grams), their customer base increased making them the second major competitor of Omo. Elephant detergent This detergent is manufactured by PZ Cussons Nigeria, a company that commenced business in Nigeria as a West African merchant. Elephant detergent is the third major competitor of Omo in the detergents category. Prior to the entry of the Procter Gamble brand Ariel, it was the main competitor of Omo and together with Omo, occupied more than 40% of the detergents category. Elephant detergent over the years has grown into an umbrella brand that has several detergent products under it such as the Elephant Gold and Elephant colour. It started out as a blue detergent packaged in 200g packs but has transformed into a white detergent following the change in the Nigerian consumer preference. On the wake of the So Klin revolution, brands like Omo tried to quickly reposition while Elephant dawdled resulting in a severe loss of market share. It now comes in economy packs although its strongholds lie in the large sized packs (200grams and above). LIFECYCLE OF OMO WASHING POWDER Omo detergent powder is in its mature phase at the moment. It was introduced over 40 years ago and its early stage was marked with great acceptance as the market had very few players predominantly Elephant detergent. This established the brand and led to a very rapid growth phase through the 80s and early 90s. By the late 90s, the product entered its mature phase. Its market share has since been fairly constant with slight increases or decreases yearly depending on marketing activities. This is evidenced by the gradual fall in market share (from 17.4percent in 2008 to 16.3percent in 2009) as seen in Table 1. Unilever Nigeria constantly undertakes several activities to extend the life of the product. These include repackaging, resizing of packs, introduction of improved formulas and constant advertising. SWOT ANALYSIS FOR OMO DETERGENT Strengths Weaknesses Opportunities Threats Strong customer awareness of the brand Crowded and very competitive market Government vision 20/20 developmental policies Entrance of cheaper substitutes like Bonux (by Procter Gamble Nigeria) and Good Mama detergent (by Eko Supreme Resources Nigeria Ltd.) into the market. Large skilled marketing force Price sensitivity of product Improved road network in rural areas Re-launch of Ariel Enzymax as Ariel Prozim by Procter Gamble Nigeria Plc (M2weekly 2010) Access to home companys resources/technology Small brand product range offering specific advantages to different customer segments Increasing income of middle class Difficulty in accessing credit from local banks in the light the restructuring of the banking sector and global financial crisis. A large number of loyal nationwide distributors Improved electricity supply reducing production costs. Fall in local raw materials production Large local production capacity Growing population and market Increase in import duties on imported raw materials Wide product packaging size range High inflation rate(12 per cent in December 2009) (FreshPlaza 2010) Clear brand positioning Low entry barriers into business FUTURE TRENDS IN THE MARKET Nigerian consumers increasingly want more variety, freedom, quality and want to remove the hassle from washing and save time. With an annual population growth rate of 1.999% from 2009 estimates (Indexmundi 2009), the market for household care products is growing. In 2008, the Fast Moving Consumer Goods sector in Nigeria of which detergents are a large share grew by over 15% to a market size of around 130 billionNGN ( £552 million) (TradeInvestNigeria 2009). Also, with the increase in the income of the middle class and the percentage of the population that constitute this class, the average disposable income per family is increasing at a steady pace. Therefore, over the next few decades, there will be a shift of demand from economy sized goods (15 and 30grams) to family sized goods (200grams and above) as the younger, more educated portion of the population, which form a greater part of the population, with a median age of 19years (Indexmundi 2009) grow older and establish families. Although infrastructural development (especially power supply) is slow on the average, it is quite faster in urban areas like Lagos, Port Harcourt and Kano. These cities make up a large portion of the entire market. In addition, a larger proportion of married women now take up jobs in the private and public sectors, leaving very little time for activities like hand washing. For these reasons, there is a gradual growth in the market for machine wash powders and this is expected to continue over the next two decades. Finally, with government rigorously executing various projects and making policies in line with its plan for Nigeria to be among the first 20 economies in the world by the year 2020, a rapid growth in the infrastructural development especially rural roads is opening up the rural market thereby adding to market growth. ADVERTISING PHILOSOPHY Omo is advertised with a catch phrase Dirt is good, built around the belief that allowing children explore their environments ensures they grow and develop properly. The advertising of Omo is focused on the mother as the target considering she is the main decision maker for the purchase of household care products like detergents. From personal communication with Unilever Nigeria (February 2010), the primary target consumer description is given below. She is a mother in LSM 5 8, aged 23 45yrs. Her children are central to her world and she wants them to develop and explore the world. Laundry is an important part of her life she takes great pride in seeing her family looking good and wearing clean clothes. She cares about great laundry results and her childs development She lives in the urban and semi-urban parts of the country. Unilever Nigeria employs the television, posters and radio advertising to market Omo, each media used to a different degree. Television Omos main advertising is done on television since their target audience always watch television especially in the evenings. The adverts are run during a soap opera and a family breakfast show which run on Thursday (8-10pm) and Saturday mornings (9-10am) respectively weekly. These shows are almost religiously watched by most families and so have a great impact rate for the target audience. Posters These are the other most used media for advertising Omo. Posters are placed on billboards in markets and major roads all over the country. Since the target audience is the woman, and women are the ones who go to markets to do the family shopping, this is a highly effective method. Markets tend to be centralised and most women go shopping at least weekly and so are always exposed to the advert each time they go there. Using posters offers three main advantages for the marketing of this product. Firstly, since power is not constant in the country, posters present an ever visible advert, always present unlike television adverts that will not be seen if there is no power supply during the time when the advert is supposed to run. Secondly, posters also allow the message of the product to be passed to consumers who do not own television sets considering this is the case in certain parts of the country. Thirdly, posters are also made in the major languages of the different states in the cou ntry as Nigeria has over 200 indigenous languages. This is a very big advantage of using posters, as it reduces the cost of advertising which would be ridiculously high if TV commercials of the different languages were to be made. It ensures that the message of the advertising is effectively communicated to the consumers even if they are not very good in English language. Radio Local radio is also employed in the advertisement of Omo. However, it is used to a much lower extent than television and posters. It is mainly employed in the semi-urban and rural areas where most consumers do not watch much television but own radio sets. The adverts are made in either English language, Pidgin English or the major language of the region. The print media is normally not employed in the advertisement of Omo because very few of the women who are the target audience regularly read the dailies and magazines. ADVERTISING PLAN Current consumer perception of brand Most consumers see Omo as an old school (outdated and ineffective) product. believe detergents powders degrade the colours of clothes. Advertising objectives To alter perceptions about Omo. To reassure customers of product quality. To raise impulsive brand awareness from 75 percent to 85 percent. To raise the proportion of consumers describing the brand as effective and value for money to 75 percent. Selected media: Posters (on billboards because of its high perception-altering potential via repetition). Poster advert description The poster will carry a picture of a smiling woman (30-35years old) in brightly coloured Nigerian attire (attire will be changed to match the cultural and religious attire of women in different regions so as to cause the consumers in the region to identify with the advert) on a white background, carrying the brand colours (red, blue and white) on the left portion of the picture. Brand colours will be bold on poster to enable easy identification of the brand even before seeing its name. The right side of the poster will contain a picture of a large amount of colourful clean clothing folded in a stack (wide range of bright colours to be chosen to emphasize colour caring and preserving qualities of Omo). The woman in the picture will be holding an Omo 15grams sachet in her right hand next to the stack of folded clothing (to emphasize that a small amount can clean many clothes) while the products in their different sized packs are displayed at the bottom left of the poster (to show the c ustomer the range of choices available). The brand name Omo will be placed in the poster in large print, second in size only to the phrase Brilliant results always (to highlight the excellent cleaning and colour-preserving ability of Omo)which will run across the centre of a major part of the poster (but does not overlap the clothes). Response/what we want them to believe: Omo has super stain removing ability, A small amount washes a large quantity of clothes Omo does not deteriorate colours Languages to be used in adverts English, Pidgin English and the three main national languages (Hausa, Yoruba and Igbo). Where adverts will be displayed State capital city centres, major markets and roads in the cities and select towns. Timing Six months. Media scheduling Periodic over six months. Results expected Brand to come first in their mind when they think washing To establish the brand and position it in the market as the best for washing Criteria by which success will be judged Change in market share and turnover. Budget A budget of 250millionNGN ( £1.07million) is proposed for this advert. This is justified by the increase in revenue the advert will generate. A 10% increase in revenue (which is 969.2millionNGN from Table 1) will cover the advert and marketing costs and give a reasonable profit. CONCLUSION Omos strong brand presence has kept it over the years. However, a selling concept rather than a marketing concept has been employed for Omo over the years resulting in loss of market share. Constant research should be carried out to keep up with changes in consumer needs. With new emphasis on what consumers want from the product, effective marketing and product promotion, a turnaround can be expected.

Role of Spirituality in Substance Abuse and Recovery

Role of Spirituality in Substance Abuse and Recovery Introduction Separation of drug addicts from these substances during treatment has several implications on the general wellbeing of the same. It is because addicts dependence on the drugs is very high and in most instances, they can hardly function without the influence of drugs. However, in order to function executively, independence from drugs and alcohol is of essence. The separation process is characterized by shame, rage, fear and many other factors that undermine the total recovery of the addicts. Studies conducted show that the process of mourning is fundamental because it enhances the release of the negative feelings that inhibit recovery. Indeed, mourning according to psychoanalysts enables the addicts to let go of the destructive relationships that they have with the drugs and establish constructive and productive viable relationships with human beings. In order to achieve this, it has been identified that spirituality plays a very fundamental role. This concept means different things to different people but essentially, it has been contended that the influence of the Supreme Being enhances change in character. At this point in time, it is worth noting that change forms the background of the recovery process. Specifically, spirituality helps in the construction and reconstruction of personal narratives in the contexts of the purpose and meaning of the addicts life. It is in this consideration that this literature review provides an in depth analysis of the role of spirituality in substance abuse and the recovery of drug addicts. To enhance effective coherence of in the review, it is organized in subsections that exhaustively evaluate particularistic aspects of the theoretical construct of the subject under review, psychodynamic perspectives on addiction, psychodynamic perspectives on mourning, psychodynamic perspectives on rage, the concept of spirituality and its role in the recovery process, how spirituality can be employed in the construction of narratives, the application of the multiple code theory on mourning and the impact of rage and shame on the mourning process and ultimate recovery of the addicts. General theory of affect Object relations theory Over time, the objects relations theory has gained popularity because of the fact that its application plays a fundamental role in psychoanalysis. The theory explicitly explores the active course of mind development as an individual grows and the influence of the different real others that are found in that particular environment (Masterson, 1998). The term object in this regard refers to the physical others as well as the others that are imagined. All these are found in a persons holistic environment and influence growth in different ways. Ogden (1990) indicates that an individuals rapports with the various objects are often initiated during the childhood interactions that an infant has with a care giver, the mother or any other individual that the infant shares a close relation with. Studies conducted in this regard show that these early interactions can be modified and improved through time due to the different experiences that an individual goes through (Grostein (1981). However, despite the modification, Klein (1962) affirms that the early interactions have a permanent effect on a persons psychological wellbeing. The infant usually interacts with and understands different objects differently in accordance with their functions and implications in its life. These are referred to by Ogden (1990) as part or whole objects. For example, he explains that the breast that provides milk and satisfies the infant when it is hungry is perceived as the good breast by the infant. However, one that does not contain milk and is of little help to the infant when it is hungry assumes a bad breast relationship. During this time, the infant is often subjective and sensitive to the different implications of the objects in its life. Moreover, it is from these relationships that the infant starts to internalize certain objects and develops a sense of imagination. As such it can fantasize about certain objects and develop an image of the same in the mind. According to Stephen (1997), these internal objects may be a direct representation of the real external ones, or may not. The presence of an ideal aiding environmen t results into the ultimate transformation of the part objects in to whole. To this end, the infant can then be able to accept the ambiguity and complexity of the whole objects (Gunstrip, 1995). For example, the infant will be in position to realize that both the bad and good breasts are part of the mother. Fairbairns contributes to this subject and contends that the parents are the first individuals that the infant develops a relationship with because of the personal relationship that the infant shares with them (Fairbairn, 1952). The various interactions with the parents lead to the development of a special bond which further strengthens the attachment between the parents and the infant. According to Fairbairn, the future emotional experiences of the child are highly influenced by the emotional relationship that the child enjoys with the parents during infancy. To this end, he asserts that the libidinal objects that the child develops at infancy determine later relationships with others. With regard to the relationship with the internal objects, Fairbairn asserts that effective parenting results in to the development of holistic individuals that can maintain a good relationship with real others through interactions. On the other hand, defective parenting produces children whose interactions with real individuals are relatively superficial and therefore defective. In this respect, instead of valuing actual relationships with real people, these children fantasize private relationships with the internal objects and in most instances live in their imagined world. In order to nurture socially acceptable individuals, it is important that parents provide a good environment for holistic growth during infancy. Fairbairn (1952) also argues that in cases where the parents are missing, the infants mind internalizes the unresponsive (bad) aspects of its parents and visualizes the aspects as forming part of it due to the fact that the aspects are not actually available. He refers to this as the splitting ego effect. For instance, in cases where the mother of the infant is stressed but renounces this state, the child identifies with this state because s/he may be unable to establish a complete relationship with the mother during this period. As a result, the infant becomes stressed, not because of any external influence, but because of the fact that it can not effectively relate with the mother and the mother has denied the condition. In his study, Winnicott shows that a child develops from an integrated condition to a distinct status from which s/he can be able to identify and relate with the objective world (Roadman, 2003). He asserts that the early environment, possibly provided by the mother provides an important basement upon which the future of the child is anchored. However, in order to attain a satisfactory level of development that is essential for survival, Winnicot argues that the child should be able to perceive the mother as neither a good nor bad object but rather an independent and complex individual who lives an independent life. This then helps the child to understand and acknowledge the contributions of the mother in his or her life. Generally, the propositions of Winnicott presented through his exploration of the development process create a good enough mother who is characterized by patience and tolerance. Thus in order to understand the patients well during therapy, he suggests that the medica l practitioners should assume the ideal qualities of good enough mother and provide the best environment for the patient t recuperate. The drive theory This theory is based on the conception that human beings are born with certain structural expectations. Studies show that failure to fulfill these expectations results in to a state of anxiety which is basically destructive. Ogden (2005) explains that it is because anxiety leads to tensions that have adverse effects on the emotional wellbeing of human beings. However, when the expectations are met, the drive is then reduced and the being assumes a stable condition characterized by calm and relaxation. Proponents of this theory assert that drive often increases with time (Grostein, 1981). With regard to psychoanalysis, the theoretical construct of drives is perceived to encompass different motivations and instincts which have distinct objects. Classic examples in this regard involve the drive in the direction or life (productivity and construction) and death (destruction). To this end, it is increasingly important that the therapists understand and appreciate the drives of their patients in order to derive the best approaches that they can utilize for effective recovery. For instance, by identifying the gaps and weaknesses in the provision of the expectations, timely interventions can be undertaken to avoid adverse effects. The Inter-subjective theory of affect This theory presumes than in order to address problems in an effective manner, there is need for an agreement between the differing parties (Carveth, 1994). A state of inter-subjectivity according to this theory is reached when the two or more differing parties agree on the same definition of a given condition even when they have different perceptions of the conflicting issue. Furthermore, the theory shows that inter-subjectivity plays a vital role in influencing our various ideas and relationships. To this end Atwood and Stolorow (1993) indicate that inter-subjectivity promotes peaceful conditions that are fundamental for human co-existence. Of particular importance according to them is the role of language in enhancing the state of inter-subjectivity. They assert that language enhances effective communication that enables the individuals to express themselves with ease and therefore reach a consensus quickly. According to this theory it is perceived public rather than private and i s instrumental in initiating social relationships. In light of modern psycho analysis, a study conducted by Carveth (1994) affirms that in order to attain inter subjectivity and enjoy its implications, it is important to forego the isolation that characterizes certain individuals. The myth of isolation to this end indicates that some individuals virtually exist on their own, independent of the world and other individuals. As such, they become vulnerable to the different forces and challenges that life presents. This vulnerability then culminates in to conditions of anxiety and anguish that in some instances becomes unbearable. It should be acknowledged that the state of anxiety highly inhibits effective emotional functioning of an individual. To this effect, therapists recommend that patients are required to open up and involve third parties in making important decisions. In addition, when faced with any emotional and psychological problem, the patients should seek early interventions that can be readily provided by the persons that they are close to. This is instrumental in regulating the severity of the effect of mental problems to their wellbeing (Carveth, 1994). Basically, this theory shows that establishment of viable real social relationships go a long way in avoiding psychological problems. It is because they give the patients a chance for relief during the early stages of their psychological anguish and relatively prevent situations of psychological breakdown and the associated mental difficulties. The affect theory Theorists in this regard contend that an affect refers to a sentiment or a feeling that is subjectively generated and is independent of any external influence. The affect theory is aimed at an organization of different affects in to distinct classes and provides a connection of each to a typical response. Often, the affect is internally felt but manifested externally through various expressions. Tomkins (1991) shows that all the affects can be easily recognized through different facial expressions that stem from a stimulus. For instance, the affect of pain or discontent can be easily identified through the act of frowning. On the other hand, the affect of happiness is revealed through smiling. The nine affects as identified by this theory include joy, excitement, rage, disgust, fear, distress, dissmell, humiliation and surprise (Tomkins, 1991). With regard to modern psychoanalysis, the positive affects are always prescribed to the patients as opposed to the negative affects that are discouraged. During therapy, Kelly (1996) asserts that affects should be properly utilized to give the intended effect. Furthermore, it is argued that affects play a vital role in initiating and maintaining intimate relations that are fundamental in psychotherapy and mental health on the whole. It is because they emphasize positive relationships towards a particular goal and discourage the negative relationships. The employment of affects is also fundamental due to the fact that they encourage the members that are seeking mental health and recovery to express affects to each other in order to identify the extent of the progress and make prescriptions accordingly (Tomkins, 1991). In addition affects can be very important in describing to the mental health patients the goals and objectives that are supposed to be achieved in the course of therapy. These are employed during narrative of different events that aid in therapy. Setting of goals provides an impetus fro the patients to employ individual effort and achieve the expected results within the set timeframe. Tomkins (1991) shows that not only does this help the patients to save time and resources that are used in therapy, but it also improves their productivity. Furthermore, the affects are also associated with Christianity. To this effect, it can not be disputed that Christianity plays an important role in regulating feelings of violence, anger and suffering. On the contrary, it encourages feelings of love, peace and enjoyment. By optimizing the use of affects, therapists encourage the patients to embrace religion and spirituality. Studies conducted after its inception affirms that the theory plays a vital role in enhancing the process of therapy and positive results have been attained from its usability. Of particular reference is the employment of spiritual values and virtues during recovery. Kelly (1996) indicates that these values provide a framework for sustainable recovery. Psychodynamic perspective on addiction This perspective was initiated by Dr, Freud and it has been in use for almost a full century now (Mitchel Black, 1995). Its contention is based on the presumption that there exist some complexities with regard to the extensive and expansive world of behavior. To this end, it is assumed that the unconscious forces that are found within the human being are key influences of why we behave the way we do and why we involve ourselves in addictive behavior. In this respect, Isaac (1958) shows that through the various modes of interpretation of the traumatic experiences that children often experience and the difficulties that they face during development, in future; they derive different meanings and relations with particular events, specific individuals and certain activities. At this juncture, it should be appreciated that the severe internal conflicts often originate from a persons childhood and if interventions are not made in a timely manner, studies show that this can result into ment al illness at later stages of the childs life. According to Martin and Marcel (2008), this situation can happen because of the fact that these childhood conflicts have the ability to inhibit the effective growth and maturity of three structures which make up the human psyche. In their study, they show that these encompass the ID that initiates the sexual and force related drives, the ego that is found in the brain and provides reference between reality and unconsciousness and the super ego which provides control over the stimuli of the Id and symbolizes ethical ideals. Freud suggests that their recovery from this trap is determined by the extent of their understanding, their disentangling and their exposition of these instinctive forces, convictions and meanings (Priestly et al., 1998). Over time, this perception has undergone various changes that incline the key concepts to special adaptation, efforts to provide self medication for painful and unbearable emotions, a compulsive behavior and need for this self medication and an ul timate reflection of an abnormality in self organization. The mental psychologists strongly believe that various mental issues result from the psychodynamic conflicts that can not be effectively addressed using the defense mechanism. In their study, Lende and Smith (2002) argue that often, employment of defense mechanisms as a response to the different conflicts provides a temporal internal satisfaction. However, Ornsten (2008) indicates that at the levels of the super ego and the id, this approach is ineffective and it is largely blamed for adoption of maladaptive behavior, which in most instances is addictive. Likewise, other theorists have made enormous contributions to this field using more specific aspects of addictions. To this end, the psycho analytic contributions made by Glover with regard to drug addiction can be considered very invaluable on this body of knowledge. Other compulsive behaviors explored by this author include the prostitution and sadism. Specifically, he classified the different mental disorders and explored the mind development process and its implications on addiction and other compulsive and persistent behaviors (Martin Marcel, 2008). In his study, Sando Rado coined the word compulsion that is presently used to describe addictive behavior. According to him the addicts experienced pleasurable moments by use of specific pleasure centers found in the addicts brain that are sexual in nature (Priestly et al., 1998). From these reviews, the word compulsion has been widely used in the addiction studies. Additionally, he suggested that psychopathology was likely to be a cause of addiction rather than its preconception as a result of addiction. Simmel in his study made so many contributions to the field of psychoanalysis and addictions. He pointed out that gambling is indeed an addiction because according to him, it is virtually an expression pleasure although it is also characterized by tension and fear (Lende Smith, 2002). During adulthood, this is used to restrict feelings of guilt and anger. Priestly et al. (1998) argues that it is related to the failure to comprehend the meaning of socialization. According to Simmel, unlike winnings that can be really ecstatic, loosing implies restriction of parental affection. Leon Wumser is yet another psychoanalytic who made significant contribution to the field of addiction. He particularly explored drug addiction and contented that this is influenced by intense inner conflicts of a being, family diseases and disturbances that are faced in the course of development. He presumes that addiction to drugs occurs because usually, the user adopts them as a defense mechanism against what he terms as undesirable internal and external reality. In his study, he also explores the relationship between addiction and phobia and shows that the two, despite being compulsive, are parallel to each other. He also points out that according to his field research, most of the drug addicts were maltreated when still young (Martin Marcel, 2008). They then suppressed these feelings at that particular time and find it difficult to face the feelings during later stages of their lives. This makes them to assume addiction as a temporal comfort zone for them, away from the fears of the urge to experience the painful childhood feelings. Henry Krystal then explored the psychoanalysis of alcohol addiction with regard to the relationship of the addict and the object. To this end, he indicates that often, the drug addict wishes to reconnect with an ideal object and dreads it at the same time (Ornsten, 2008). As a result, he assumes fantasy and drama and can not be separated from the addictive substance. Thus particular functions that are meant for perpetuating nurturance are inhibited and instead reserved in order to act as a representative of the object. This knowledge shows that the role of therapy in this is to enable the patient to expand the conscious of self recognition to his entire self. According to Kystal, this frees him from the urge to use the drug which then enables the patient to have access to the parts and functions that were initially isolated. Khantzian also explored the concepts of self, ego and opiate addiction and proposed that addictions often occur because the addict fails to asses his or her self and the different situations that s/he experiences. As such, the addict fails to caution and protect the self against the dangers by involving in dangerous activities. It is because of the fact that initially, he or she failed to differentiate between the destructive and constructive activities ad make efforts to putting place measures. To this end, he argues that the therapy should aim at effectively addressing the hidden psychopathology and other behavioral defects. In order to achieve this, Khantian suggests that the addict should gain full control over his or her feelings and destructive behavior. It is because the ability to effectively address this lies in the inner self of the patient. To this end, it can be argued that despite the fact that the therapists help enhances recovery; the patient is the one to make the ult imate choice regarding the recovery from addiction. Greenspan then develops a comprehensive model that fuses the developmental process and substance abuse in an effort to understand how each affects the other (Priestly, et al., 1998). In his study, he explores the different patterns of substance abuse and resultant addictions. He further argues that in order for the treatment to yield satisfactory results, it is important to understand the patterns and internalize the relationship between the inner and outer self of the addict and how the same contribute to the state of addiction. According to him, this is essential due to the fact that in most instances, addicts pretend and they may quit treatment before their internal problems are fully addressed. Bernard Brickman argues that the traditional approaches to psychoanalysis did not effectively affect addictions. He supported this presumption using different studies and researches. He challenged the basic psychoanalysis assumptions with regard to psychoanalytic pathology (Lende Smith, 2002). It is in this consideration that he proposed a holistic approach that is supported by various studies undertaken in other related disciplines like genetics and physiology amongst others. In general he recommended that abstinence should be the first intervention and should be taken during the early stages of addiction. According to him, this is a requirement for satisfactory analytic therapy. Additionally, he emphasizes that mutual help groups like alcohol anonymous play a critical role in the recovery of addicts. Finally, Norman Zinberg contributes to this body of knowledge by highlighting that the physical and social environment of the addict also contributes in different ways to these conditions. His theory starts by acknowledging the fact that the attitude and overall personality of the user play primary roles in contributing to the condition. These propositions are very important during therapy in that the conditions in the hospital greatly differ from the home environment. According to him, these have different implications on the process of recovery. Generally, he contends that social factors including the social construct of the addictive practice contributes to different patterns regarding addiction. For instance, he indicates that in most societies, alcohol is associated with feasting and parties. To this end, frequent feasts and parties are likely to contribute to alcohol abuse. Overall, he points out that therapy should adopt a multidimensional approach in order to realize optimal results (Martin Marcel, 2008). He argues that despite the fact that behavioral change and drug administration play a vital role in the recovery process, external and independent aspects of the social and physical environment should also be given equal consideration. The above reviews provide important insights about the psychological perception of addiction. To this effect, it can be ascertained that addiction is a multifaceted aspect and effective psychoanalysis is essential if effective treatment is to be given. Therapeutic efforts should also be complex in order to address all the aspects that impact upon the recovery process. Additionally, it is increasingly important for the psychological therapists to understand and appreciate the differing needs and requirements of their patients in order to provide customized services. Considering the fact that the patients past has various implications on his or her present, practitioners should start by understanding the patients past events and experiences. This forms the basement upon which successful psychotherapy is derived. In addition, it should also be appreciated that the present society and life is characterized by stressful conditions and other forms of depressive events. It is in this consideration that this Ornsten (2008) suggests that the modern psychoanalysis should also put in to consideration the modern factors that lead to addictions. It is important that root causes of these factors that include economic, social and psychological difficulties are addressed in a timely and effective manner. This calls for integrated effort from all major stakeholders. Psychodynamic perspectives of mourning Mourning is a mental condition that is characterized by various processes and is triggered by a loss of an object that the individual has a great attachment to (Lerner, 1990). This takes some certain period of time that is depended upon the individuals capability to overcome it. The individual goes through various stages and when the process is over, s/he is completely separated from the lost object. The process is characterized by intense pain and denial of the reality but gradually, the individual attains a level of acceptance. Eventually, Field shows that the person succumbs to the changes, accepts the loss and initiates new relationships with other objects (1999). The grief that occurs as a result of mourning has various emotional and psychological implications to the person that is mourning. Essentially, the different stages of the mourning process that contribute significantly to the theoretical framework of mourning were discussed in detail by Bowlby. These were based upon the observations made to the infants when the mothers presence was missing. The first phase according to this study includes numbing and is often characterized by painful feelings of distress (Berry, 2008). The feelings if not controlled may result in to psychological or mental breakdown. The individual may engage in certain activities that are physical in nature in an effort to express these feelings. Common activities include screaming, wailing and crying amongst others. After this, the person that is mourning goes into a stage of yearning and looking for the missing individuals or objects. This happens because of the feelings of denial due to the fact that the loss could have been unexpected. The stage is still characterized by feelings of sadness and refusal of the loss. Usually, Lerner (1990) indicates that the individuals at this stage still hope that the lost object will at some time return to them. During this stage, the person is still susceptible to the external information about the lost object. The third phase is then characterized by despair and lack of organization. This happens because of the inability of the lost object or person to return. It indicates the beginning of hopelessness and acceptance (Field, 1990). The fact that the lost object is not likely to return to the person makes the person confused and disorganized in various ways. In addition, the individuals affirmation that he relationship shared with the lost person is also lost contributes to the disorganization. Finally, the stage of increased or reduced reorganizations follows. This according to Bowlby is depended on the persons ability to appreciate the loss incurred. According to him, if the person fails to fully acknowledge the loss, s/he is unlikely to be organized during this stage. On the contrary, persons that perceive the loss as positive and part of the change process are often organized during this stage. According to Bowlby, the time taken during the whole process and the sequence of the phases differ considerably from one individual to another. It is because various individuals posses different capabilities to deal with the loss and overcome it accordingly. In addition, the resources available during the mourning process also influence the period of time that an individual takes during mourning. In this respect, Berry (2008) argues that availability of resources such as therapy hastens the mourning process. Generally, the mourners movement through the process as described by Bowlby is oscillatory- forward and backward movement. This study was based upon the principles of psychodynamic analysis that highly utilizes the role of emotion in the recovery of mental health. To this end, Freud argued that grief was important because of the fact that it enabled the person mourning to dispel painful feelings and detach from the given loss. This is important because the person then has a chance to realize his or her potential with regard to psychological resources. To this end, it is suggested that longer periods of mourning are relatively beneficial to the emotional wellbeing of the individuals (Lerner, 1990). However, this contention has faced various changes with Field (1999) arguing that the propositions are not backed with empirical data. Field researches conducted by various psychologists in this regard show that the period of mourning has limited influence on the psychological wellbeing of different persons. However, modern approach to the process of mourning appreciates the role of the childs environment. Additionally, the subjective reaction of the child to the process and the role of the third parties in enabling the child overcome the same are also acknowledged. While addressing the attachment theory, Boylby asserts that attachment as part of behavior mechanism that is fundamental for survival. Furthermore, with regard to grief and mourning, he indicates that these are disruptions that highly compromise the emotional stability of individuals. In addition, Field (1999) agues that disruptions in the relationships always occur due to insecurity as a result of lack of cooperation from parents. These complexities result in to depression and stress because of the feeling of failure experienced by the child. Further, the feelings are attributed to limited support from individuals who are supposed to offer the same. Freud also did an extensive study regarding the psychodynamic aspects of mourning and ascertained that this state implied a real loss of person. He asserted that the process of mourning is part of melancholia and is pathological in nature. He showed that the feelings of accusations that are experienced during mourning are often directed towards the mourner, despite the fact that they are meant to be directed towards the lost person. To illustrate this, he gives the example of a loyal wife who Role of Spirituality in Substance Abuse and Recovery Role of Spirituality in Substance Abuse and Recovery Introduction Separation of drug addicts from these substances during treatment has several implications on the general wellbeing of the same. It is because addicts dependence on the drugs is very high and in most instances, they can hardly function without the influence of drugs. However, in order to function executively, independence from drugs and alcohol is of essence. The separation process is characterized by shame, rage, fear and many other factors that undermine the total recovery of the addicts. Studies conducted show that the process of mourning is fundamental because it enhances the release of the negative feelings that inhibit recovery. Indeed, mourning according to psychoanalysts enables the addicts to let go of the destructive relationships that they have with the drugs and establish constructive and productive viable relationships with human beings. In order to achieve this, it has been identified that spirituality plays a very fundamental role. This concept means different things to different people but essentially, it has been contended that the influence of the Supreme Being enhances change in character. At this point in time, it is worth noting that change forms the background of the recovery process. Specifically, spirituality helps in the construction and reconstruction of personal narratives in the contexts of the purpose and meaning of the addicts life. It is in this consideration that this literature review provides an in depth analysis of the role of spirituality in substance abuse and the recovery of drug addicts. To enhance effective coherence of in the review, it is organized in subsections that exhaustively evaluate particularistic aspects of the theoretical construct of the subject under review, psychodynamic perspectives on addiction, psychodynamic perspectives on mourning, psychodynamic perspectives on rage, the concept of spirituality and its role in the recovery process, how spirituality can be employed in the construction of narratives, the application of the multiple code theory on mourning and the impact of rage and shame on the mourning process and ultimate recovery of the addicts. General theory of affect Object relations theory Over time, the objects relations theory has gained popularity because of the fact that its application plays a fundamental role in psychoanalysis. The theory explicitly explores the active course of mind development as an individual grows and the influence of the different real others that are found in that particular environment (Masterson, 1998). The term object in this regard refers to the physical others as well as the others that are imagined. All these are found in a persons holistic environment and influence growth in different ways. Ogden (1990) indicates that an individuals rapports with the various objects are often initiated during the childhood interactions that an infant has with a care giver, the mother or any other individual that the infant shares a close relation with. Studies conducted in this regard show that these early interactions can be modified and improved through time due to the different experiences that an individual goes through (Grostein (1981). However, despite the modification, Klein (1962) affirms that the early interactions have a permanent effect on a persons psychological wellbeing. The infant usually interacts with and understands different objects differently in accordance with their functions and implications in its life. These are referred to by Ogden (1990) as part or whole objects. For example, he explains that the breast that provides milk and satisfies the infant when it is hungry is perceived as the good breast by the infant. However, one that does not contain milk and is of little help to the infant when it is hungry assumes a bad breast relationship. During this time, the infant is often subjective and sensitive to the different implications of the objects in its life. Moreover, it is from these relationships that the infant starts to internalize certain objects and develops a sense of imagination. As such it can fantasize about certain objects and develop an image of the same in the mind. According to Stephen (1997), these internal objects may be a direct representation of the real external ones, or may not. The presence of an ideal aiding environmen t results into the ultimate transformation of the part objects in to whole. To this end, the infant can then be able to accept the ambiguity and complexity of the whole objects (Gunstrip, 1995). For example, the infant will be in position to realize that both the bad and good breasts are part of the mother. Fairbairns contributes to this subject and contends that the parents are the first individuals that the infant develops a relationship with because of the personal relationship that the infant shares with them (Fairbairn, 1952). The various interactions with the parents lead to the development of a special bond which further strengthens the attachment between the parents and the infant. According to Fairbairn, the future emotional experiences of the child are highly influenced by the emotional relationship that the child enjoys with the parents during infancy. To this end, he asserts that the libidinal objects that the child develops at infancy determine later relationships with others. With regard to the relationship with the internal objects, Fairbairn asserts that effective parenting results in to the development of holistic individuals that can maintain a good relationship with real others through interactions. On the other hand, defective parenting produces children whose interactions with real individuals are relatively superficial and therefore defective. In this respect, instead of valuing actual relationships with real people, these children fantasize private relationships with the internal objects and in most instances live in their imagined world. In order to nurture socially acceptable individuals, it is important that parents provide a good environment for holistic growth during infancy. Fairbairn (1952) also argues that in cases where the parents are missing, the infants mind internalizes the unresponsive (bad) aspects of its parents and visualizes the aspects as forming part of it due to the fact that the aspects are not actually available. He refers to this as the splitting ego effect. For instance, in cases where the mother of the infant is stressed but renounces this state, the child identifies with this state because s/he may be unable to establish a complete relationship with the mother during this period. As a result, the infant becomes stressed, not because of any external influence, but because of the fact that it can not effectively relate with the mother and the mother has denied the condition. In his study, Winnicott shows that a child develops from an integrated condition to a distinct status from which s/he can be able to identify and relate with the objective world (Roadman, 2003). He asserts that the early environment, possibly provided by the mother provides an important basement upon which the future of the child is anchored. However, in order to attain a satisfactory level of development that is essential for survival, Winnicot argues that the child should be able to perceive the mother as neither a good nor bad object but rather an independent and complex individual who lives an independent life. This then helps the child to understand and acknowledge the contributions of the mother in his or her life. Generally, the propositions of Winnicott presented through his exploration of the development process create a good enough mother who is characterized by patience and tolerance. Thus in order to understand the patients well during therapy, he suggests that the medica l practitioners should assume the ideal qualities of good enough mother and provide the best environment for the patient t recuperate. The drive theory This theory is based on the conception that human beings are born with certain structural expectations. Studies show that failure to fulfill these expectations results in to a state of anxiety which is basically destructive. Ogden (2005) explains that it is because anxiety leads to tensions that have adverse effects on the emotional wellbeing of human beings. However, when the expectations are met, the drive is then reduced and the being assumes a stable condition characterized by calm and relaxation. Proponents of this theory assert that drive often increases with time (Grostein, 1981). With regard to psychoanalysis, the theoretical construct of drives is perceived to encompass different motivations and instincts which have distinct objects. Classic examples in this regard involve the drive in the direction or life (productivity and construction) and death (destruction). To this end, it is increasingly important that the therapists understand and appreciate the drives of their patients in order to derive the best approaches that they can utilize for effective recovery. For instance, by identifying the gaps and weaknesses in the provision of the expectations, timely interventions can be undertaken to avoid adverse effects. The Inter-subjective theory of affect This theory presumes than in order to address problems in an effective manner, there is need for an agreement between the differing parties (Carveth, 1994). A state of inter-subjectivity according to this theory is reached when the two or more differing parties agree on the same definition of a given condition even when they have different perceptions of the conflicting issue. Furthermore, the theory shows that inter-subjectivity plays a vital role in influencing our various ideas and relationships. To this end Atwood and Stolorow (1993) indicate that inter-subjectivity promotes peaceful conditions that are fundamental for human co-existence. Of particular importance according to them is the role of language in enhancing the state of inter-subjectivity. They assert that language enhances effective communication that enables the individuals to express themselves with ease and therefore reach a consensus quickly. According to this theory it is perceived public rather than private and i s instrumental in initiating social relationships. In light of modern psycho analysis, a study conducted by Carveth (1994) affirms that in order to attain inter subjectivity and enjoy its implications, it is important to forego the isolation that characterizes certain individuals. The myth of isolation to this end indicates that some individuals virtually exist on their own, independent of the world and other individuals. As such, they become vulnerable to the different forces and challenges that life presents. This vulnerability then culminates in to conditions of anxiety and anguish that in some instances becomes unbearable. It should be acknowledged that the state of anxiety highly inhibits effective emotional functioning of an individual. To this effect, therapists recommend that patients are required to open up and involve third parties in making important decisions. In addition, when faced with any emotional and psychological problem, the patients should seek early interventions that can be readily provided by the persons that they are close to. This is instrumental in regulating the severity of the effect of mental problems to their wellbeing (Carveth, 1994). Basically, this theory shows that establishment of viable real social relationships go a long way in avoiding psychological problems. It is because they give the patients a chance for relief during the early stages of their psychological anguish and relatively prevent situations of psychological breakdown and the associated mental difficulties. The affect theory Theorists in this regard contend that an affect refers to a sentiment or a feeling that is subjectively generated and is independent of any external influence. The affect theory is aimed at an organization of different affects in to distinct classes and provides a connection of each to a typical response. Often, the affect is internally felt but manifested externally through various expressions. Tomkins (1991) shows that all the affects can be easily recognized through different facial expressions that stem from a stimulus. For instance, the affect of pain or discontent can be easily identified through the act of frowning. On the other hand, the affect of happiness is revealed through smiling. The nine affects as identified by this theory include joy, excitement, rage, disgust, fear, distress, dissmell, humiliation and surprise (Tomkins, 1991). With regard to modern psychoanalysis, the positive affects are always prescribed to the patients as opposed to the negative affects that are discouraged. During therapy, Kelly (1996) asserts that affects should be properly utilized to give the intended effect. Furthermore, it is argued that affects play a vital role in initiating and maintaining intimate relations that are fundamental in psychotherapy and mental health on the whole. It is because they emphasize positive relationships towards a particular goal and discourage the negative relationships. The employment of affects is also fundamental due to the fact that they encourage the members that are seeking mental health and recovery to express affects to each other in order to identify the extent of the progress and make prescriptions accordingly (Tomkins, 1991). In addition affects can be very important in describing to the mental health patients the goals and objectives that are supposed to be achieved in the course of therapy. These are employed during narrative of different events that aid in therapy. Setting of goals provides an impetus fro the patients to employ individual effort and achieve the expected results within the set timeframe. Tomkins (1991) shows that not only does this help the patients to save time and resources that are used in therapy, but it also improves their productivity. Furthermore, the affects are also associated with Christianity. To this effect, it can not be disputed that Christianity plays an important role in regulating feelings of violence, anger and suffering. On the contrary, it encourages feelings of love, peace and enjoyment. By optimizing the use of affects, therapists encourage the patients to embrace religion and spirituality. Studies conducted after its inception affirms that the theory plays a vital role in enhancing the process of therapy and positive results have been attained from its usability. Of particular reference is the employment of spiritual values and virtues during recovery. Kelly (1996) indicates that these values provide a framework for sustainable recovery. Psychodynamic perspective on addiction This perspective was initiated by Dr, Freud and it has been in use for almost a full century now (Mitchel Black, 1995). Its contention is based on the presumption that there exist some complexities with regard to the extensive and expansive world of behavior. To this end, it is assumed that the unconscious forces that are found within the human being are key influences of why we behave the way we do and why we involve ourselves in addictive behavior. In this respect, Isaac (1958) shows that through the various modes of interpretation of the traumatic experiences that children often experience and the difficulties that they face during development, in future; they derive different meanings and relations with particular events, specific individuals and certain activities. At this juncture, it should be appreciated that the severe internal conflicts often originate from a persons childhood and if interventions are not made in a timely manner, studies show that this can result into ment al illness at later stages of the childs life. According to Martin and Marcel (2008), this situation can happen because of the fact that these childhood conflicts have the ability to inhibit the effective growth and maturity of three structures which make up the human psyche. In their study, they show that these encompass the ID that initiates the sexual and force related drives, the ego that is found in the brain and provides reference between reality and unconsciousness and the super ego which provides control over the stimuli of the Id and symbolizes ethical ideals. Freud suggests that their recovery from this trap is determined by the extent of their understanding, their disentangling and their exposition of these instinctive forces, convictions and meanings (Priestly et al., 1998). Over time, this perception has undergone various changes that incline the key concepts to special adaptation, efforts to provide self medication for painful and unbearable emotions, a compulsive behavior and need for this self medication and an ul timate reflection of an abnormality in self organization. The mental psychologists strongly believe that various mental issues result from the psychodynamic conflicts that can not be effectively addressed using the defense mechanism. In their study, Lende and Smith (2002) argue that often, employment of defense mechanisms as a response to the different conflicts provides a temporal internal satisfaction. However, Ornsten (2008) indicates that at the levels of the super ego and the id, this approach is ineffective and it is largely blamed for adoption of maladaptive behavior, which in most instances is addictive. Likewise, other theorists have made enormous contributions to this field using more specific aspects of addictions. To this end, the psycho analytic contributions made by Glover with regard to drug addiction can be considered very invaluable on this body of knowledge. Other compulsive behaviors explored by this author include the prostitution and sadism. Specifically, he classified the different mental disorders and explored the mind development process and its implications on addiction and other compulsive and persistent behaviors (Martin Marcel, 2008). In his study, Sando Rado coined the word compulsion that is presently used to describe addictive behavior. According to him the addicts experienced pleasurable moments by use of specific pleasure centers found in the addicts brain that are sexual in nature (Priestly et al., 1998). From these reviews, the word compulsion has been widely used in the addiction studies. Additionally, he suggested that psychopathology was likely to be a cause of addiction rather than its preconception as a result of addiction. Simmel in his study made so many contributions to the field of psychoanalysis and addictions. He pointed out that gambling is indeed an addiction because according to him, it is virtually an expression pleasure although it is also characterized by tension and fear (Lende Smith, 2002). During adulthood, this is used to restrict feelings of guilt and anger. Priestly et al. (1998) argues that it is related to the failure to comprehend the meaning of socialization. According to Simmel, unlike winnings that can be really ecstatic, loosing implies restriction of parental affection. Leon Wumser is yet another psychoanalytic who made significant contribution to the field of addiction. He particularly explored drug addiction and contented that this is influenced by intense inner conflicts of a being, family diseases and disturbances that are faced in the course of development. He presumes that addiction to drugs occurs because usually, the user adopts them as a defense mechanism against what he terms as undesirable internal and external reality. In his study, he also explores the relationship between addiction and phobia and shows that the two, despite being compulsive, are parallel to each other. He also points out that according to his field research, most of the drug addicts were maltreated when still young (Martin Marcel, 2008). They then suppressed these feelings at that particular time and find it difficult to face the feelings during later stages of their lives. This makes them to assume addiction as a temporal comfort zone for them, away from the fears of the urge to experience the painful childhood feelings. Henry Krystal then explored the psychoanalysis of alcohol addiction with regard to the relationship of the addict and the object. To this end, he indicates that often, the drug addict wishes to reconnect with an ideal object and dreads it at the same time (Ornsten, 2008). As a result, he assumes fantasy and drama and can not be separated from the addictive substance. Thus particular functions that are meant for perpetuating nurturance are inhibited and instead reserved in order to act as a representative of the object. This knowledge shows that the role of therapy in this is to enable the patient to expand the conscious of self recognition to his entire self. According to Kystal, this frees him from the urge to use the drug which then enables the patient to have access to the parts and functions that were initially isolated. Khantzian also explored the concepts of self, ego and opiate addiction and proposed that addictions often occur because the addict fails to asses his or her self and the different situations that s/he experiences. As such, the addict fails to caution and protect the self against the dangers by involving in dangerous activities. It is because of the fact that initially, he or she failed to differentiate between the destructive and constructive activities ad make efforts to putting place measures. To this end, he argues that the therapy should aim at effectively addressing the hidden psychopathology and other behavioral defects. In order to achieve this, Khantian suggests that the addict should gain full control over his or her feelings and destructive behavior. It is because the ability to effectively address this lies in the inner self of the patient. To this end, it can be argued that despite the fact that the therapists help enhances recovery; the patient is the one to make the ult imate choice regarding the recovery from addiction. Greenspan then develops a comprehensive model that fuses the developmental process and substance abuse in an effort to understand how each affects the other (Priestly, et al., 1998). In his study, he explores the different patterns of substance abuse and resultant addictions. He further argues that in order for the treatment to yield satisfactory results, it is important to understand the patterns and internalize the relationship between the inner and outer self of the addict and how the same contribute to the state of addiction. According to him, this is essential due to the fact that in most instances, addicts pretend and they may quit treatment before their internal problems are fully addressed. Bernard Brickman argues that the traditional approaches to psychoanalysis did not effectively affect addictions. He supported this presumption using different studies and researches. He challenged the basic psychoanalysis assumptions with regard to psychoanalytic pathology (Lende Smith, 2002). It is in this consideration that he proposed a holistic approach that is supported by various studies undertaken in other related disciplines like genetics and physiology amongst others. In general he recommended that abstinence should be the first intervention and should be taken during the early stages of addiction. According to him, this is a requirement for satisfactory analytic therapy. Additionally, he emphasizes that mutual help groups like alcohol anonymous play a critical role in the recovery of addicts. Finally, Norman Zinberg contributes to this body of knowledge by highlighting that the physical and social environment of the addict also contributes in different ways to these conditions. His theory starts by acknowledging the fact that the attitude and overall personality of the user play primary roles in contributing to the condition. These propositions are very important during therapy in that the conditions in the hospital greatly differ from the home environment. According to him, these have different implications on the process of recovery. Generally, he contends that social factors including the social construct of the addictive practice contributes to different patterns regarding addiction. For instance, he indicates that in most societies, alcohol is associated with feasting and parties. To this end, frequent feasts and parties are likely to contribute to alcohol abuse. Overall, he points out that therapy should adopt a multidimensional approach in order to realize optimal results (Martin Marcel, 2008). He argues that despite the fact that behavioral change and drug administration play a vital role in the recovery process, external and independent aspects of the social and physical environment should also be given equal consideration. The above reviews provide important insights about the psychological perception of addiction. To this effect, it can be ascertained that addiction is a multifaceted aspect and effective psychoanalysis is essential if effective treatment is to be given. Therapeutic efforts should also be complex in order to address all the aspects that impact upon the recovery process. Additionally, it is increasingly important for the psychological therapists to understand and appreciate the differing needs and requirements of their patients in order to provide customized services. Considering the fact that the patients past has various implications on his or her present, practitioners should start by understanding the patients past events and experiences. This forms the basement upon which successful psychotherapy is derived. In addition, it should also be appreciated that the present society and life is characterized by stressful conditions and other forms of depressive events. It is in this consideration that this Ornsten (2008) suggests that the modern psychoanalysis should also put in to consideration the modern factors that lead to addictions. It is important that root causes of these factors that include economic, social and psychological difficulties are addressed in a timely and effective manner. This calls for integrated effort from all major stakeholders. Psychodynamic perspectives of mourning Mourning is a mental condition that is characterized by various processes and is triggered by a loss of an object that the individual has a great attachment to (Lerner, 1990). This takes some certain period of time that is depended upon the individuals capability to overcome it. The individual goes through various stages and when the process is over, s/he is completely separated from the lost object. The process is characterized by intense pain and denial of the reality but gradually, the individual attains a level of acceptance. Eventually, Field shows that the person succumbs to the changes, accepts the loss and initiates new relationships with other objects (1999). The grief that occurs as a result of mourning has various emotional and psychological implications to the person that is mourning. Essentially, the different stages of the mourning process that contribute significantly to the theoretical framework of mourning were discussed in detail by Bowlby. These were based upon the observations made to the infants when the mothers presence was missing. The first phase according to this study includes numbing and is often characterized by painful feelings of distress (Berry, 2008). The feelings if not controlled may result in to psychological or mental breakdown. The individual may engage in certain activities that are physical in nature in an effort to express these feelings. Common activities include screaming, wailing and crying amongst others. After this, the person that is mourning goes into a stage of yearning and looking for the missing individuals or objects. This happens because of the feelings of denial due to the fact that the loss could have been unexpected. The stage is still characterized by feelings of sadness and refusal of the loss. Usually, Lerner (1990) indicates that the individuals at this stage still hope that the lost object will at some time return to them. During this stage, the person is still susceptible to the external information about the lost object. The third phase is then characterized by despair and lack of organization. This happens because of the inability of the lost object or person to return. It indicates the beginning of hopelessness and acceptance (Field, 1990). The fact that the lost object is not likely to return to the person makes the person confused and disorganized in various ways. In addition, the individuals affirmation that he relationship shared with the lost person is also lost contributes to the disorganization. Finally, the stage of increased or reduced reorganizations follows. This according to Bowlby is depended on the persons ability to appreciate the loss incurred. According to him, if the person fails to fully acknowledge the loss, s/he is unlikely to be organized during this stage. On the contrary, persons that perceive the loss as positive and part of the change process are often organized during this stage. According to Bowlby, the time taken during the whole process and the sequence of the phases differ considerably from one individual to another. It is because various individuals posses different capabilities to deal with the loss and overcome it accordingly. In addition, the resources available during the mourning process also influence the period of time that an individual takes during mourning. In this respect, Berry (2008) argues that availability of resources such as therapy hastens the mourning process. Generally, the mourners movement through the process as described by Bowlby is oscillatory- forward and backward movement. This study was based upon the principles of psychodynamic analysis that highly utilizes the role of emotion in the recovery of mental health. To this end, Freud argued that grief was important because of the fact that it enabled the person mourning to dispel painful feelings and detach from the given loss. This is important because the person then has a chance to realize his or her potential with regard to psychological resources. To this end, it is suggested that longer periods of mourning are relatively beneficial to the emotional wellbeing of the individuals (Lerner, 1990). However, this contention has faced various changes with Field (1999) arguing that the propositions are not backed with empirical data. Field researches conducted by various psychologists in this regard show that the period of mourning has limited influence on the psychological wellbeing of different persons. However, modern approach to the process of mourning appreciates the role of the childs environment. Additionally, the subjective reaction of the child to the process and the role of the third parties in enabling the child overcome the same are also acknowledged. While addressing the attachment theory, Boylby asserts that attachment as part of behavior mechanism that is fundamental for survival. Furthermore, with regard to grief and mourning, he indicates that these are disruptions that highly compromise the emotional stability of individuals. In addition, Field (1999) agues that disruptions in the relationships always occur due to insecurity as a result of lack of cooperation from parents. These complexities result in to depression and stress because of the feeling of failure experienced by the child. Further, the feelings are attributed to limited support from individuals who are supposed to offer the same. Freud also did an extensive study regarding the psychodynamic aspects of mourning and ascertained that this state implied a real loss of person. He asserted that the process of mourning is part of melancholia and is pathological in nature. He showed that the feelings of accusations that are experienced during mourning are often directed towards the mourner, despite the fact that they are meant to be directed towards the lost person. To illustrate this, he gives the example of a loyal wife who