Marks and Spencers Business Strategy

Marks and Spencers Business Strategy Introduction In section A of this report, we will analyse and assess Marks and Spencers (MS) food sector business strategy. In previous consultancy task we examined UK supermarket sector and business environment. That will be crucial in understanding current MS strategic position. Also, it will help us to identify sources of competitive advantage and at the same time opportunities for future strategic positioning. In addition, we have to be aware of companys non-financial performances as well as quantitative corporate objectives and key performance indicators. Analysing them using balanced scorecard and benchmarking method will show us, is our strategy sustainable, does it have long run perspective and direction we are currently moving. This will be covered in part B of this report Part A Strategy can be defined as â€Å"the direction and scope of an organization over the long term, which achieves advantage in a changing environment through its configuration of resources and competences with the aim of fulfilling stakeholder expectations† (Johnson et al. 2005, pp.9). According to Porter (1996) company can do better than other companies only â€Å"if it can establish a difference it can preserve† (Porter 1996, pp.63). Delivering additional value to customers, providing them with comparable products at lower cost or both is a good way to make a difference according to the author. Johnson et al. (2005) presented three Porters generic strategies which could be used by companies to achieve competitive advantage: cost leadership, differentiation and focus. It can be concluded that MS using focused differentiation strategy. According to the Bowmans strategy clock this strategy is seen as high price strategy which gives perceived high value to customers. They choose to differentiate themselves from other food retailers with: top quality own label food, ready prepared meals, fresh food and food for special occasions. They do not attract customers for full weekly groceries shopping but gives them additional value for their money with focus on freshness and quality. Their simply food stores contributed with high margins to overall sales in past few years. Also, they expanded abroad to 40 countries in order to attract new sales into the same niche. This is consistent with Johnson et al. (2005) who explained that growth may be achieved by targeting new sale at the same market niche abroad. In previous consultancy we analyse supermarket sector using Porters five forces framework. That helped us to better understand industry in which MS operates. We concluded that power of suppliers is high due to a lot of supermarkets and brands. Also the threat of substitutes is high because customers now want better value for money. MS is aware of that, especially because that was primary reason for a big decline in sales in 1990. The power of suppliers is low because of huge number of fragmented suppliers. Threat of new entries is on medium level and competition among industry is on high level. The four biggest food retailers in UK (Tesco, Asda, Sainsbury and Morrison) have almost 76% market share. Therefore, MS with 3.9% market share in 2009 cannot compete with lower price strategy. Their focus is more on product quality. The MS food offer ‘has largely focused on the upper end of the mass market, typically higher than its positioning for non-food.'[1] They are selling own brand labels only to their customers which giving them value for money. It helps them in promotion of overall MS brand. The good thing is introduction of some branded goods from 2008, because of higher targeted customers demand. MS food sector strategy lies on companys basic values: Quality, Freshness, and Value, Standards of innovation, Ethical Sourcing and Healthy eating.[2] MS is premium food retailer and food sector is very important to overall group business and performance. It brings over 50 percent of group revenues in UK with sales of  £4.25bn in 2009. Previous consultancy also shows that the most influential trends in broad environment related to food industry are: Food industry was relatively recession proof and these days UK is officially out of recession after six consecutive quarters.[3] High level of inflation in UK (CPI inflation=3 percent) is the reason which contributed to retailers profitability. In 2009, MS reported slightly decrease in margins and profitability. Previous year, they were moving in good direction with initiatives to cut costs (marketing, distribution, support) and reinvest that money in prices to provide better value to customers. The bad thing is reducing capital expenditures for almost 40% which have to create value in future. Increasing number of healthy conscious consumers is a second trend. As a premium food retailer who is selling top quality food, this trend is big strategic opportunity for MS future strategic positioning. In addition to this, survey show that only one in six customers switched to less expensive and frozen food.[4] Today we have environmentally aware consumers. MS is first food retailer who realizes that. Thus, they presented Plan A in 2007 with 100 environmentally commitments to complete within five years. Today, after two years they achieve 39 commitments. This strategy have aim to differentiate their food business from main competitors. Online shopping is also todays trend and opportunity for retailers. They launched MS direct and free wine delivery as a result of growing demand. In 2009 MS market share decline from 4.3% to 3.9% and this is opposite to what board of directors announced in 2008. They predicted growth in market share to 5%.[5] In formulating strategy for next year, they have to take into account few things which will have effect on customers disposable income. From January 2010, we have increase in Value added tax from 15 to 17.5%. Personal income tax will stay at the same level in 2011.This fiscal measure will affect 70,000 people across UK who are now in higher tax band. Additionally we have announced increase in sin taxes for alcoholic drinks. Customers are today spending  £36 per person per week on food in UK.[6] Previous mentioned changes will have certain impact on customers spending habits. Probably they will not cut food expenses, but some products coul be more affected. That is one reason more for MS to provide customers with additional value for money. Part B Balanced scorecard The Balanced scorecard is â€Å"an integrated set of performance measures derived from the companys strategy that gives top management a fast but comprehensive view of the organizational unit.† (Drury 2004, pp.1001). The main question behind the balanced scorecard concept according to Kaplan and Norton (2001) is how to measure future performance. The authors were aware that companies are only in 10 to 30 percent successful in executing its strategy. The main reasons are vision, people, resource and other barriers. For example non-understanding of strategy by employees or management fails to link budget with strategy objectives. Also they realize importance of intangible assets, not capital anymore in adding value to company. In this new business environment focus only on past financial measures (profit, cash flow) and not taking into account non-financial performances such as customer satisfaction could be fatal for organization. The authors presented framework and suggest eve ry company to be viewed from four perspectives: financial, customer, internal business process and learning and growth perspective. All financial and non-financial measures and objectives should be based on companys vision and strategy. That will help managers to have overview over whole processes in company and employees to better understand global firms strategy. We will use suggested framework to support formulation and implementation of Marks and Spencers current strategy. 1. Financial perspective Kaplan and Norton (2001) argue that non-financial perspectives are important but the same is with financial perspective. The reason is simple. Effects from other three perspectives will show their impact through companys financial performances. Marks and Spencer current financial objectives on group level and business unit level are to reduce costs and manage cash flow. In 2009, the effect of broad environment and recession in UK impacted direction of MS strategy. Because of decrease in UK food sector sales and decrease in market share from 4.3% to 3.9 % they choose to reduce costs with aim to keep profitability. Food gross margin was down 235 bps at 31.5%. We can continue to use gross margin as performance measure. Also, we could use profitability measures such as Operating profit, Return on equity, Return on capital employed and net margin which are already being used as MS key performance measures. The results of reducing costs are, reduced spending in support areas and marketing activities of 8.6% without threatening customer satisfaction (stayed at average high level of 84%) and increase of only 1.9% in staff costs. These activities will have impact on profitability in coming years. The target for next year should increase of 10% in mentioned profitability measures. On the other hand, significant cut in capital expenditures of  £450 million h ad immediate impact on companys cash flow from investing activities. MS also have to focus to on how to improve operating cash flow. They decreased cash conversion cycle for almost 6 days.[7] They should further monitor debtor payment period, creditor collection period and stock clearance period (decrease from 8.7 to 4.29 days in 2009).[8] In future, decrease of 10-20 % in stock clearance period and cash conversion cycle could help the company to have stronger cash flow. 2. Customer perspective Main objectives of MS in order to increase market share, acquire new customers and keep customer satisfaction on a high level are to provide customers on targeted market with additional innovation, improved on-shelf availability and to give them additional value for money. The last have roots to year 1935 slogan â€Å"Dont ask the price its a penny†[9]. They took numerous promotions like â€Å"Wise buys†, ‘Family favourites for  £4 and ‘Dine in for two for  £10 during the year. Despite this investing in prices across food range have impact on companys margins, it also provides customers with better value. In 2009 survey, MS is recognized as a leader in top quality food. In future, they should increase ‘wise buys products from existing 10% food range and set target measure to 15%. Also, innovation in products should be continued and monitored with comparing percent of new products in overall products. Relating to on-shelf availability, they already employ more people in stores, open new 75 and close 26 stores with underperforming performances. This trend should be continued because it gives customers more convenience shopping. Customer loyalty, satisfaction and quality customer service are important in future period especially when market share declined 0.4%. 3. Learning and Growth perspective Kaplan and Norton (1996) recognized importance of intangible assets and employees as most important resource company have. In order to keep customers satisfied and loyal, company need to invest in its employees, systems and organizational procedures according to Drury (2004). Therefore, employee satisfaction, investment in employee skill and training must not be overlooked. MS have good communication with employees via MS intranet and employee magazine. The results from employee satisfaction survey ‘Your Say show high response rate (90%) and consistent score with previous years of 70%. Another two measures could be applied to measure employee capabilities- employee retention and employee productivity. Last two derived from employee satisfaction, because only satisfied employee could be productive. Investment in employee skills is recognized as important for MS. Thus, organization of development programme for 2000 lines managers, leadership programme and food academy are vital for future growth and development. The aim to become most sustainable retailer by 2015 they converted into the Plan A. It is also in accordance with Food industry sustainability strategy presented by DEFRA in 2006. They already fulfilled 39 commitments in order to become energy efficient, send no waste to landfill and become carbon neutral. Target of accomplished 15 new commitments per year will keep them on right way to reach this strategic goal. 4. Internal business process perspective According to Drury (2004) internal business process perspective need to give answer on question what business processes will increase value to shareholders and customers and help company achieve its vision at the same time. MS recognizes that investment in innovation process and operation process (decrease distribution costs, maintain supplier satisfaction, increase efficiency in value chain and process quality) are vital to succeed. MS already presented innovation in food from national cuisines (Italian, Chinese etc.) and should monitor percentage of sales from these new products, also compare themselves with competitors (at first place Waitrose who is concentred on the same market niche- top quality food). To excel in innovation field, they should also focus on market products in which they are first or second in the market according to Drury (2004). Innovations in operation process has aim to make more efficient supply and value chain in a company. On one side we have suppliers and customers on other. Already half of 2000 suppliers were trained on MS ethical standards. Distribution costs will be managed with implementation of SAP software and building of domestic and international logistic and distribution centres. Once a build, they will significantly decrease distribution cost and time. Balanced scorecard method (BSC) will help organizations to translate vision into performance measures and improve communication within the company. Also we have to be aware of some limitations of BSC. Othman (2007) argues that BSC is static, ignores external environment and treat company as mechanical system. Drury (2004) describe that empirical study failed to provide evidence that link between non-financial data and financial performance in future exists- which is the assumption of BSC method. Benchmarking There are numerous definitions of benchmarking. One of the first books written about benchmarking providing definition of this method was in â€Å"The search for industry best practices that lead to superior performances† in 1989 by Camp. Until today many definitions emerged but still the most quoted one is from this book that says â€Å"Benchmarking is the search for the best industry practices which will lead to exceptional performance through the implementation of these best practices† (Ungen 2007,pp. 335). In this part, we are going to look at our internal strength and weaknesses, make comparison with our closest competitor in UK market- Waitrose, because both have almost the same market share of about 4% and the same market focus- top quality food. At the end, we will make comparison with Tesco and Sainsbury as a market leaders and see could we use knowledge to improve our operations. Here the aim is to learn from our competitors, not only to compare with them. First we have to understand our internal position- segments we are good at, possible opportunities and segments where improvement is needed. MS differentiate itself with high quality food and at the same time have perception among customers as a top food retailer. It has strong brand for last 125 years, strong internal financial sources and good communication with customers and suppliers. Almost 100% own label food is advantage but at same time could be weakness. So, they start selling branded premium food which they do not produce. Main opportunity is in further expansion to international market. Today, MS has 296 stores in 40 countries with significant 26% increase in international sales. In future, they should expand more as a wholly owned business, not as franchising business. Second, comparison with Waitrose we will start comparing their financial performances because they will show us how successful other perspectives from the balanced scorecard are. An MS food sector sale is down 0.1% at  £4.25bn with loss of market share of 0.4%. On the other hand, in the same period Waitrose increase its sale for 5% to  £4.2bn, market share 0.4% and decrease in operating margin 45 bps to 5.1%. Increase in Waitroses margins is at some part result of 13 Somerfield stores acquired in 2008. Waitrose is also focused on premium organic food brand. Comparing with Waitrose, MS opened 47 stores more and is selling 3600 products more with much more own label food selling. This store opening trend in previous years was primary reason for margin increase but now MS should closely monitor store performance (already close 26 underperformed stores in 2009) and different product lines and replace slow selling products. MS in terms of pricing is above Waitrose and selling almost 1 00% own brand food with products made in UK is major difference from competitor.[10] As a result their sales depends entirely on own label products. In addition to this in 2009 MS made a cut of  £127m in marketing activities which was important for him in food sector positioning.[11] In Corporate social responsibility section, MS is leader with presented 100 commitments plan A. Also partnership with Amazon will help them improve on-line shopping segment. On the other hand, Waitrose presented online food delivery service which could be next step for MS in satisfaction of customer needs. In UK food retail sector, major market share has Tesco and Sainsbury. They both have access to economies of scale and price promotions are fundamental part of their strategy. On the other hand, MS differentiate itself with providing additional value not cheaper price to customers. Despite different in size, MS could use good practice from leaders to achieve better results. Sainsbury launched these days promotion ‘buy now free next time.[12] MS could implement these on 500 wise buys products which are 10 % of range in a one month period and closely look at sales, profit margin and overall financial effect. Also, Tesco since last year increase 29% percent increase in marketing activities.[13] In year where we have 13.8% drop in organic food sale, cutting marketing activities as MS did should be re-examined. Tesco, for example offer double points in order to keep customer loyalty. MS has only 39 outlets out of 668 stores in UK. This number should be increased in future because of rising consumers demand for convenience shopping. Also, search for value and healthier eating will be still in customer focus.[14] Benchmarking can support BSC with recommendations from outside the company how internal, customer and learning and growth perspective could be improved. One of the main critics to benchmarking according to Johnson et al. (2005) it will not identify the reasons for companys good or poor performance. But Benchmarking as a tool have aim to improve companys performance and can support BSC. Therefore, synergy between benchmarking and BSC and implementation of current trends and best practice into organization will improve financial perspective of our company. Conclusion This report showed importance of understanding broad environment and market sector in strategy formulating and implementation. For example, mature supermarket sector in UK is one of the reasons for MSs decision to invest in developing countries in the same premium food market niche. In part B we showed changed focus from capital to intangible assets and from financial to non-financial measure. It is important for MS to monitor all four perspectives in order to have sustainable long- run strategy. Also it is vital for MS to understand what facors influence the financial and operational performance. 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Sir William Wallace :: essays research papers

When the king of Scotland died without an heir to the throne the nephew of the king also the king of England nicknamed Edward the Longshanks (Edward I) took the throne for himself and complete control of Scotland. William WallWhen the king of Scotland died without an heir to the throne the nephew of the king also the king of England nicknamed Edward the Longshanks (Edward I) took the throne for himself and complete control of Scotland. William Wallace was Born in January of the year 1272. He was the second of three sons. He was born in the town of Elerslie, which was in Scotland. His Father Sir Malcolm Wallace held the title of knight but had little to no political power. Wallace's Father was involved in a revolt called Turnberry Band when William was 14 years old and was sent to live with his uncle Argile. His Uncle taught William Latin and French and how to be a swordsmen.When William's father returned from the revolt at Turnberry Band William was 17 years old. Fighting between rival families and rival towns were heating up. Civil War was about to Break out in Scotland. Brawling and riots inside towns turned into full scale battles, Where in the Battle of Loudoun Hill William's father was involved and killed. William Stayed with his mother For two years until he met Murron Braidfoot and married her in the year 1272. There are many tales on how William Wallace became and outlaw after his marrige, one such is that one day Wil liam was fishing at a near by lake when a group of english soilders approached him and demanded william give them the fish he had caught. William trying to get food for himself and his wife said they could only take half. The soilders enraged lunged at William. But William fought off and killed both of the guards, forever becoming an outlaw. In The month of may 1272 A group of english soilders under the command of The English Sheriff of Lanark, William de Hazelrig ordered the death of William's wife. It seems that William had already started his revolt against England when his wife was murdered in an attempt to arrest Wallace. Wallace's huge act of rebellion attracted the attention of common folk and Scots nobles alike, all of whom were unwilling to bear Edward the Longshanks laws.   Ã‚  Ã‚  Ã‚  Ã‚  Rebelion forces under William Wallace were scattered all over scotland but they all submerged together and met a larger more equipped english army at the Battle of Stirling. The Battle of Stirling happened a little differently

The Second World War (WWII) Essay -- World War 2 II Two

WORLD WAR TWO   Ã‚  Ã‚  Ã‚  Ã‚  The second world was is the ugliest brutally violent emotionally damaging war ever. Through out this term paper I will use various references to inform you about how the United States wanted to stay out of the dangers of war with powerful ruthless countries. How Americans battled through many conflicts and various attacks, and finally builds up to the mighty United States of America becoming a huge world power.   Ã‚  Ã‚  Ã‚  Ã‚  The war came about because of the depression. The world powers were struggling, but they still had their natural resources to maintain their way of life. Germany, Italy, and Japan however relied on foreign trade for food and raw materials. If these countries were going to be able to survive and compete they would have to overtake other lands with valuable natural resources.   Ã‚  Ã‚  Ã‚  Ã‚  When German's newfound Nazi-leader Hitler obtained control of a huge group of men to do his deeds. His mass number of men overtaking Europe made many Americans start talking. These Americans were talking as though they lived in the ship sailing days. They felt as though their two oceans would keep them out of war and they could remain at peace if they simply refused to fight. Those Americans were against alliances with other countries so they were referred to as isolationists. Roosevelt opposed the isolationists. In nineteen hundred and forty when German bombs fell on the British Isles, the fight between Roosevelt and the isolationists escalated.   Ã‚  Ã‚  Ã‚  Ã‚  Teddy Roosevelt was elected to a third term and begins building aircraft's for over seas governments as well as other various war equipment, but still refused to shove the United States of America into war. The German's were upset about this and used this rage to inflict more pain on the Jews. On August third, nineteen hundred and forty-one President Roosevelt and Prime Minister Winston Churchill meet at Placentia Bay to discuss the war in Europe and the far east. The two spoke of an eight-point system. At this meeting the two men pledged to aid Russia's struggle with axis powers it also sent out a warning to Japan to leave the Far East alone. Japan was expanding all throughout Asia. The Japs were getting ready for war and on July twenty forth, nineteen hundred and forty-one her troops occupied all ... ...ing Americans. Men were smothered to death in dirt thrown by explosions. The foreign fighter pilots would attack hospital wards. This would force the patients to run for their lives even amputation cases tried to hobble out in the confusion. Prayer was the only escape for the disabled victims. Two days later the Japanese overran the Bataan peninsula. The battered American forces withdrew to Corregidor there they made another brave stand. By May sixth, however, they could hold out no longer, and were forced to surrender. Of the 40,000 soldiers that became prisoners to the Japanese, more than half died- some from the long march under the hot sun without food and water, some from mistreatment in the prison camps. This was a war that was fought on far away lands many people had to go find forgotten geography books just o see were their families were being sent to die for a cause of freedom. As president Roosevelt said â€Å"The news was all bad.†(1 page 753). German subs were sinking ships in Chesapeake bay. The Russians continued to advance on France. And , in England, German bombers were showering down explosives on London, Coventry, Liverpool, and Bristol all populated with civilians.

Compare and Contrast 1984-Brave New World Essay

â€Å" Do you see, then, what kind of world we are creating? † (Orwell, 1950 p. 267)George Orwell, author of 1984 released in 1950, present the idea of a society that proves to be a dystopia as it is completely based on fear and rarely does one see happiness while in the other hand, Aldous Huxley’s Brave New World presents the idea of a functional utopia were feelings are destroyed and no one is unhappy because they don’t know happiness but all this could change by the hands of one outcast. These two societies ruled in different ways-one through fear and the other through psychological and physical manipulation- present successful ways to maintain order and power, although they differ greatly and outcasts have different aims and uses. In a society where fear is predominant, physical and mental capacities reach a stagnant state as the will to survive and loyalty become predominant. In a different society where men are created to the liking of their rulers and are controlled with drugs instead of fear, the meaning of a utopia can disappear but yet subjects will think everything is perfect. Finally a sense of false equality, manipulation, and fear allow total and utter control. In societies like the ones depicted in these two books, nothing is perfect and nothing is true. Members of these communities cannot know what is true because this will make them become dangerous to their leaders. The use of fear in 1984 and the idea of Big Brother facilite control as the idea of constant surveillance and Thought Police puts everything a member of this society does to the test and when they make a false move, they know they are done for. The scene where Winston talks about two plus two not being for or if Gravity is a force that works really depicts the kind of fear installed by the party. â€Å"The heresy of heresies was common sense. And what was terrifying was not only that they would kill you for thinking otherwise, but that they might be right. For, after all, how do we know that two and two make four? Or that the force of gravity works? † (Orwell, 1950 p. 80). As explained by the quote, doubting whatever the party said could end up in negative ramifications. It is incredible how people can adjust to these changes. Things that seem so simple be questioned and believed, which is even worse. The mutability of the party’s adherents is astonishing as they change whenever the part needs them to follow the most ridiculous ideas as if they were normal and all of this is achieved through fear. Winston also mentions the fact that your mind can fail you. â€Å"The most deadly danger of all was talking in your sleep. There was no way of guarding against that, so far as he could see. † (Orwell, 1950 p. 64). Even thinking erroneously about the parties flaws and going against their ideas can be lethal as sleep talking cannot be controlled and can always be heard. The third example of fear and its installment in Winston’s mind is when he receives the letter from Julia. â€Å"One, much the more likely, was that the girl was an agent of the Thought Police (†¦) the thing that was written on the paper might be a threat, a summon, an order to commit suicide, a trap of some description. (Orwell, 1950 p. 106). This displays how fear can make something normal seem completely hazardous and how reliance on others can be purged as you do not know what to expect from anyone. Even though people may be unhappy, this demonstrates to be successful as no one goes against the status quo. In contrast to 1984, Brave New World doesn’t need fear since if they want change, they create new beings to change or just bring out soma but still, control is maintained. Physical and psychological manipulation gives a sense of order even though it is non-existent, and drug use maintains a false control that seems alright to everyone inside that sphere however, when someone notices this false control, he will become a problem. In Huxley’s Brave New World, which is supposed to be a Utopia, equality is not present and this is what a utopia is supposed to be about. Within the social classes, the top ones still think of the lower ones as useless and basically inferior. Lenina demonstrates this through the following quote. â€Å"What a hideous colour khaki is,† remarked Lenina, voicing the hypnopaedic prejudices of her caste. † (Huxley, 1946, p. 42). This quote demonstrates that even messages coming from the government promote separatist ideas and at the same time they promote equality. Drug use and psychological manipulation allows this to maintain epsilons happy with how they are, also maintaining absolute control over society. Hypnopaedia as seen before, doesn’t always promote the values of a Utopia as it should. Another hypnopaedic message demonstrating this is â€Å"Every one works for everyone else. We can’t do without any one. Even Epsilons are useful. We couldn’t do without Epsilons. Every one works for everyone else. We can’t do without anyone. † (Huxley, 1946, p. 50). The use of Soma is a very important factor as it is a way of escaping the reality of a supposed utopia that in reality is everything but a utopia. â€Å"Why you don’t take soma when you have these dreadful ideas of yours. You’d forget all about them. And instead of feeling miserable, you’d be jolly. So jolly,† she repeated and smiled (†¦)† (Huxley, 1946, p. 62). It is very important to realize how this method of control still proves to be successful and allows organization for the government to preserve. Whether it’s installing fear, secret organizations, and complete surveillance or actually creating subjects, it is evident that both methods are thriving as they sustain order and undemanding management of society. Winston, who was the soul and heart of change in 1984 , ended up failing and the idea, person, or whatever Big Brother is, who he hated the most actually ended up taking over him and it is mentioned in the novel. He won the victory over himself. He loved Big Brother. † (Orwell, 1950 p. 268) The only man who was capable of causing change and denouncing the artificiality his government was based on. Fear has now proved to be a functioning method of control. In comparison to Brave New World, the outsider and only man capable of making others realize the lie they lived in ended up killing himself. â€Å"Slowly, very slowly, like two unhurried compass needles, the feet turned towards the right; north, north-east, east, south-east, south, south-south- west; then paused, and, after a few seconds, turned as unhurriedly back towards the left. South-south-west, south, south-east, east.. † (Huxley, 1946 p. 176) This also verifies the effectiveness of this method and according to this, both men failed to change the status quo. By the end of both novels, no change was made and both fear and manipulation proved to be effective ways of maintaining control. As the predominance of both fear and manipulation grow, methods of changing society and its governance method become scarce and even those who go to extremes find themselves with unfeasible situations where physical and mental capacity will be pushed to new limits but yet, not enough to revolutionize their societies. This is mainly due to most of those who have been subjected and accepted the reality in which they live in, which is what both Winston and John go through but their ways to accept it, were vastly different. Even though there are some with strong minds and others who have not been toyed with, it will never be enough to fight fear nor manipulation of the human being.

Academic Honors and Extracurricular Achievements Essay

I have always prided myself as being hard working, responsible, and committed to every endeavor I pursue. Over the past four years I have made the honor roll at my high school (by maintaining a GPA of 92 or higher). In my junior year, I was invited to participate in the National Student Leadership Conference, was inducted into the Asterean Chapter of the National Honors Society, and inducted into the Business and Marketing Honors Society of New York State. I have also been given the 3R’s Award, presented to me by my high school, for recognition of â€Å"Outstanding Reason, Respect and Responsibility.† I am an active member of student government, as well as an officer for several clubs and extracurricular activities. Since my freshman year, I have been a cheerleader at my high school. I have participated in both Sports Night and Pep Rally Night Dance teams, of which I was captain. Being a dancer for 11 years, it was gratifying to know that I had been given the opportunity in my school environment to share this passion with my peers. My involvement in the Italian club has had the most meaning for me. I am passionate about this language, which I have been studying for the past two years. I have been an elected officer of the club since my sophomore year. Through my roles as treasurer in grade ten and secretary in grade eleven, I have developed leadership skills and have greatly enhanced my public speaking abilities. I am currently president of the club and meet with my advisor several times a week prior to meetings to discuss future agendas. I have organized cultural parties, compiled a cookbook with recipes for traditional Italian meals, coordinated fundraisers, and helped my advisor plan our school’s exchange program to Italy this past February. Last year I organized the club’s fundraiser for Italian-American firefighters who were injured in 9/11 and I also made arrangements with my advisor to visit a local Senior Center. At the center, we sang songs with the senior citizens and brought our favorite Italian dishes to share with them. I am also very interested in government.

Cbt Case Study

CBT – Case Study Identifying Information For the purposes of the case study the client will be called Jane. Jane is a 22 year old single white British female who lives with her parents in a house outside the city. She is heterosexual and has had a boyfriend for seven years. She feels unable to discuss her issues with her boyfriend. Her parents both have mental health issues and Jane does not feel able to talk to her mother about her problems. She has an older brother she has a good relationship who lives with his girlfriend, a four hour drive away.Jane is educated to degree level, having studied Criminology and is currently working part-time for her father managing his client accounts for a business he runs from home. A typical day involves organising all receipts and creating spreadsheets for each client’s accounts. Jane states she would like to get a full time job and be normal like her friends. Jane has a small circle of friends from university who she states have al l gone onto full time employment. Jane also has a puppy she spends time looking after and taking for regular walks.Assessment Jane was referred following a health check at her GP surgery. She had been prescribed Citalopram 20mg by her GP for anxiety symptoms and panic attacks she had been having for two years. Jane has no previous contact with mental health services. Jane’s father had a diagnosis of Bi-Polar Disorder, her brother has Depression and her boyfriend has a diagnosis of Obsessive Compulsive Disorder which he is continuing treatment for. Jane’s anxiety/panic has increased over the past two years.She had read about Cognitive Behavioural Therapy on the Internet and was willing to see if it was help ease her anxiety symptoms. Jane stated that the problem started due to family issues in 2007. Her brother and father were estranged due to a financial disagreement and this resulted in Jane’s brother leaving the country with his girlfriend, causing Jane to bec ome very distressed. Also during this time she was taking her final exams at University, Jane states this was when she experienced her first panic attack.She had spent the evening before her brother left the country, drinking alcohol with friends, she remembers feeling ‘hung-over’ the next day. While travelling in the car to the airport, with her brother and his girlfriend, Jane states she started to feel unwell, she found it difficult to breathe, felt hot, trapped and felt like she was going to faint. Jane stated she felt â€Å"embarrassed† and â€Å"stupid† and had since experienced other panic attacks and increased anxiety, anticipating panic attacks in social situations.Jane had reduced where she went to, finding herself unable to go anywhere she may have to meet new people. Her last panic attack happened when Jane visited her GP for a health check and fainted during the appointment, Jane has blood phobia and she stated she had not eaten since the day before and was extremely anxious about the any medical interventions. Jane believes it was a panic attack that caused her to faint.The GP prescribed her 20mg of Citalopram, a few weeks prior to her initial assessment with the therapist. When Jane and the therapist met for the initial session Jane described herself as feeling inadequate and as if she was trapped in a cycle of panic. Although Jane felt unhappy she had no suicidal ideation and she presented no risk to others. Jane stated she had become more anxious and that she had panic attacks at least twice a week. Prior to and during therapy, Jane was assessed using various measures.These enabled the therapist to formulate a hypothesis regarding the severity of the problem, also acting as a baseline, enabling the therapist and Jane to monitor progress throughout treatment. (Wells, 1997). The measures utilised in the initial assessment were a daily panic diary, Wells (1997) and a diary of obsessive- compulsive rituals, Wells (1997) a self rating scale completed by the client Jane. Other measures used were, The Panic Rating Scale (PRS) Wells (1997), the Social Phobia Scale, Wells (1997), used by the therapist to clarify which specific disorder was the main problem for Jane.Having collated information from the initial measures, a problem list was created so the therapist and Jane could decide what to focus on first. This list was based on Jane’s account of the worst problems which were given priority over those problems which were less distressing. Problem List 1. Anxiety/Panic attacks 2. Obsessive hand washing. 3. My relationship with my family. 4. Not having a full time job. 5. My relationship with my boyfriend Having collaboratively decided on the problem list, the therapist helped Jane reframe the problems into goals.As the problem list highlighted what was wrong, changing them into goals enabled Jane to approach her problems in a more focused way (Wells, 1997), the therapist discussed goals with Jane and she decided what she wanted to get from therapy. It was important for the therapist to ensure that any goals were realistic and achievable in the timeframe and this was conveyed to Jane (Padesky & Greenberger, 1995). Jane wanted to reduce her anxiety and expressed these goals:- 1. To understand why I have panic attacks. 2. To have an anxiety free day. 3. To reduce the amount of time worrying . To reduce obsessive hand washing at home. Case Formulation Jane stated that for about a year she had been repeating certain behaviours, which she believed prevented her from having panic attacks. This involved Jane washing her hands and any surrounding objects at least twice. Jane had a fear of consuming alcohol/drugs/caffeine/artificial sweeteners, she stated she had had her first panic attack the day after drinking alcohol and had read that all these substances could increase her anxiety. Jane had not drunk alcohol for 18 months as she felt this caused her anxiety and made her nable to control the panic attacks. Jane stated she feared that if any of these substances got on her hands and then into her mouth she would have a panic attack and faint. These beliefs increased Jane’s anxiety when Jane was exposed to any environment where these substances were present. This unfortunately was most of the time, Jane stated that every time she saw any of these substances consumed or even placed near her, she became anxious and had to wash her hands and any surrounding items which she may come into contact with again.These safety behaviours maintained the cycle of panic, Jane would always continue the routines that she believed prevented a panic attack. The worst case scenario for Jane was â€Å"the panic would never stop and I will go mad, causing my boyfriend to leave me†. Jane felt this would make everyone realise what she already knew, that she was worthless. Her last panic attack happened when Jane had visited her GP; this caused Jane feelings of shame. â⠂¬Å"There’s all these people achieving, doing great things and I can’t do the most basic things†The therapist used the Cognitive Model of Panic (Clark, 1986), initially developing the three key elements of the model to help socialise Jane to the thoughts, feelings and behaviour cycle (see diagram below) Cognitive Model of Panic Bodily sensations Emotional response Thought about sensation Clark (1986) Using a panic diary and a diary of obsessive-compulsive rituals, Jane was asked to keep a record of situations during the week where she felt anxious, and this was discussed in the next session.Jane stated she had not had any panic during the week, when discussing previous panic attacks during the session, Jane became anxious and the therapist used this incident to develop the following formulation. Heart beating fast/increase in body temperature Fear/dread I feel hot, I can’t control it Clark (1986) Jane stated she felt like she was sweating, she had diffic ulty breathing; felt faint, had feelings of not being here and felt like she was going crazy.All these symptoms suggested that Jane was experiencing a panic attack and Jane met the criteria for Panic Disorder, defined in the DSM IV and states that â€Å"panic attacks be recurrent and unexpected, at least one of the attacks be followed by at least one month of persistent concern about having additional attacks, worry about the implications or consequence of the attack, or a significant change in behaviour related to the attacks† (APA, 1994). During the sessions the therapist continued to socialise Jane to the model of panic (Clark, 1986); together Jane and the therapist looked at what kept the cycle going.The therapist continued to use the model formulation, with the addition of Jane’s catastrophic interpretation of bodily symptoms, to illustrate the connection between negative thoughts, emotion, physical symptoms. Social situation I will be unable to stay here Everyone will notice I am not coping I’m going to faint Sweating/breathing fast/dizzy Clark’s (1986) Cognitive Model of Panic.Progress of Treatment The therapist hypothesised that Jane’s symptoms continued due to Jane not understanding the physiological effects of anxiety. The results were a misinterpretation of what would happen to her while being anxious, and this maintained the panic cycle. Although Jane tried to avoid any anxiety by using safety behaviours, she eventually increased the anxiety she experienced. Session 1 After the initial assessment sessions, the therapist and Jane agreed to 8 sessions, with a review after 6 sessions.Jane and the therapist discussed that there may only be a small amount of progress or change during the sessions due to the complexity of Jane’s diagnosis and agreed to focus on understanding the cycle of panic (Clark, 1986) From the information gained from the formulation process, the therapist tried psycho education. The therap ist was attempting to illicit a shift in Jane’s belief about what, how and why these symptoms were happening. The therapist discussed with Jane what she knew about anxiety and from this the therapist discovered that Jane was unsure of what anxiety was and the effects on the body.For the first few appointments the therapist knew it could be beneficial to concentrate on relaying information about anxiety, (Clark et al, 1989) focusing on Jane’s specific beliefs anxiety, the therapist wanted to try to reduce the problem by helping Jane recognise the connection between her symptoms. As Jane believed, â€Å"she was going mad†, the therapist was trying to help Jane understand the CBT model of anxiety and to alter Jane’s misunderstanding of the symptoms. The therapist and Jane discussed Jane’s belief that she would faint if she panicked, Jane had fixed beliefs about why she fainted.The therapist attempted to enable Jane to describe how her anxiety affected her during a ‘usual panic’. Instead Jane began to describe symptoms of social anxiety, this suggested to the therapist that the main problems could be a combination of /social phobia and obsessive behaviours; the following dialogue may help to illustrate this. T. When you begin to become anxious, what goes through your head? J. I need a backup plan; I need to know how to get out of there. Especially if it’s in an office, or a small room. T. What would happen if you did not get out? J. I would panic, and then pass outT. What would the reasons be for you to pass out? J. Because I was panicking. T. Have you passed out before when you have panicked? J. I have felt like it. T. So what sensations do you have when you’re panicking? J. The feeling rises up, I feel hot and I can’t see straight. I get red flashes in front of my eyes, like a warning. My vision goes hazy. I think everyone is looking at me. T. Do you think other people can see this? J. Yes. T. What do you think they see? J. That I’m struggling and I cannot cope or, I try to get out of the situation by pretending I feel ill before they notice. T.What would they notice, what would be different about you? J. I stick out like a beacon, I’m sweating, loads of sweat and my face is bright red. T. How red would your face be, as red as that â€Å"No Smoking† sign on the wall? J. Yes! I’m dripping with sweat and my eyes are really staring, feels like they stick out like in a cartoon, it’s ridiculous. T. How long before you would leave the situation? J. Sometimes the feeling goes, like I can control it. But I could not leave. There would be a stigma and then I could not go back, the anxiety would increase in that environment or somewhere similar.The therapist persisted with this example and tried to use guided discovery to help Jane get a more balanced view of the situation. (Padesky and Greenberger, 1995) T. So you would not go back? J. I would if I felt safe, like with my boyfriend or I could leave whenever I wanted to. It’s the last straw if I have to go. It makes it even harder. T. You say that sometimes it goes away. What’s different about then and times when you have to leave? J. It’s like I just know I have to leave. T. What do you think may happen if you stay with the feelings? J. That I will pass out. T. hat would that mean if you passed out? J. It would be the ultimate. It would mean that I could not cope with the situation. T. If you could not cope what would that mean? J. I can’t function, I can’t do anything. I‘m just no use. T. How much do you believe that? Can you rate it out of 100%? J. Now. About 60% if I did faint it would be about 100% T. Have you ever fainted due to the sensations you have described to me? J. No. I have fainted because I’m squeamish. I don’t like blood. Or having any kind of tests at the GP. T. So do I understand you? You have never fa inted due to the panic sensations?J. No. I’ve felt like it. T. So you’ve never passed out due to the symptoms? What do you make that? J. I don’t know, that would mean that what I believe is stupid. It’s hard to get my head around it. Session 2-3 The therapist used a social phobia/panic rating scale measures to ascertain the main problem; this was increasingly difficult as throughout each session the patient expanded on her symptoms. The therapist managed to understand that the patient avoided most social situations due to her beliefs about certain substances; this caused the obsessive hand-washing.This then had an impact on Jane’s ability to go anywhere in case she could not wash herself or objects around her. Jane also believed fainting from blood phobia had the same physical effects as panic, and she would faint if she panicked. It was complicated and the therapist attempted to draw out a formulation. I SEE A PERSON DRINKING ALCOHOL IT’S G OING TO GET ON MY HANDS AND INTO MY MOUTH I FEEL SICK, I’M GOING TO FAINT I FEEL DREAD, I FEEL ANXIOUS, SWEATING I MUST WASH MY HANDS TO STOP THE PANIC GETTING WORSE.Session 4 The formulation shows the extent of Jane’s panic and how her safety behaviours were impacting on all aspects of her life. The therapist attempted again to use information about the causes of anxiety and its effects on the body. The therapist explained what happens when you faint due to blood phobia, this was an attempt to supply Jane with counter evidence for her catastrophic interpretations of her panic. The therapist also used evidence to contrast the effects on the body when fainting and when panicking.After two sessions, the therapist continued to provide and attempted to relay the facts about the nature of anxiety/panic/fainting with the inclusion of behavioural experiments. Educational procedures are a valid part of overall cognitive restructuring strategies, incorporated with questioning e vidence for misinterpretations and behavioural experiments (Wells, 1997) The therapist asked Jane to explain to the therapist the function/effects of adrenalin, to see if Jane was beginning to understand and if there had been any shift in her beliefs about panic.The following dialogue may help to illustrate the difficulties the therapist encountered; T. Over the last few sessions, we have been discussing anxiety and the function of adrenalin. Do you understand the physical changes we have looked at? Does it make sense to you? J. Yes. Something has clicked inside my head. I feel less insane now, I understand more about what’s going on. It makes things a little bit easier, but it takes time for it to sink in. T. Do you think you could explain to me what you understand about anxiety/adrenalin? J.As I interpret it is, I like to think of it as, â€Å"I’m not anxious it’s just my adrenalin, It’s just the effects of adrenalin effecting my body† but itâ₠¬â„¢s hard to get from there, to accepting the adrenalin is not going to harm me. I know logically it’s not. But it’s still hard. T. That’s great you’re beginning to question what you have believed and are thinking there may be other explanations for your symptoms. J. Yes. But I still think it’s to do with luck. I have good or bad luck each day and that predicts whether I have a panic or not. I think I’ll be unlucky soon.Session 5-6 The therapist continued to try use behavioural experiments during the sessions to provide further evidence to try to alter Jane’s beliefs about anxiety. The therapist agreed with Jane that they would imitate all the symptoms of panic. Making the room hot, exercising to increase heart rate and body temperature, hyperventilation (ten minutes) Focusing on breathing/swallowing. This continued for most of session 5. As neither the therapist nor Jane fainted, they discussed this and Jane stated it was different in the session than when she with other people.Jane also stated she felt safe and trusted the therapist, she did not believe she could be strong enough to try the experiments alone, as it was â€Å"too scary† The therapist asked Jane to draw a picture of how she felt and put them on the diagram of a person, this then was used to compare with anxiety symptoms, while talking through them with the therapist. The therapist and Jane created a survey about fainting and Jane took this away as homework to gain further evidence. The survey included 6 different questions about fainting e. g. – What people knew about fainting/how they would feel about seeing someone faint, etc. Treatment Outcome The treatment with Jane continues. The next session will be the 6th and there will be a review of progress and any improvements. There has been no improvement in measures as noted yet. The therapist intends to use a panic rating scale (PRS) Wells, (1997) during the next session. The thera pist will continue to see Jane for two more sessions, looking at what Jane has found helpful/unhelpful. Discussion Overall the therapist found the therapy unsuccessful.Although Jane stated she found it helpful, it was difficult for the therapist to see the progress due to the many layers of complexity of Jane’s diagnosis. The therapist has grown more confident in the CBT process and understands that as a trainee, the therapist tried to incorporate all the new skills within each session. The therapist was disappointed that they were unable to guide Jane through the therapy process with a better result. The therapist would have like to have been able to fully establish an understanding of Jane’s complex symptoms earlier on in the therapy.The therapist believes that Jane’s symptoms were very complex and the therapist may have been more successful with a client with a less complicated diagnosis. The therapist would then be able to gain more information via the appro priate measures to enable the formulations in a concise manner. This has been a huge learning curve for the therapist and has encouraged them to seek out continuing CBT supervision within the therapist’s workplace. This is essential to continue the development of the therapist’s skills.The therapist feels that although this has not had the outcome that the therapist would have wanted, it has been a positive experience for Jane. There appeared to be a successful therapeutic relationship, Jane appeared comfortable and able to communicate what her problems were to the therapist from the beginning of therapy. The therapist hopes this will encourage Jane to engage with further CBT therapy in the future and the therapist over the final session hopes to be able to support Jane in creating a therapy blueprint, reviewing what Jane has found helpful.Certificate in CBT September – December 2009 CBT Case Study Panic/Social Phobia/OCD WORD COUNT 3,400 References APA (1994). Diagnostic Statistical Manual of Mental Disorders, Revised, 4th edn. Washington, DC: American Psychiatric Association Padesky, C. A & Greenberger, D. (1995). Clinicians Guide to Mind Over Mood. New York: Guilford Padesky, C. A & Greenberger, D. (1995). Mind Over Mood. New York: Guilford Wells, A (1997). Cognitive Therapy of Anxiety Disorders. Chichester, UK: Wiley

Ecology - tasks (1-2-3-4) Assignment Example | Topics and Well Written Essays - 1250 words

Ecology - tasks (1-2-3-4) - Assignment Example The local economy grows because of buying from the local farmers, and this still keeps them into the business. Buying local food means that food is not travelling long distances by trucks, ships, planes and trains, which all use energy and thus spew pollution the results to global warming and unhealthy quality of fair. Such pollutions have effects on our health that reflected in high rates of asthma besides other respiratory symptoms. In addition, consuming local foods gives the benefit the chefs call better and fresher tasting food on your table. Moreover, food miles represent that distance your food travels from to the point where it is eaten. According the World Watch Institute, the transportation of food has been a fast-growing source of greenhouse gas emissions e.g. carbon dioxide thus leading to climatic change. The result of this is that, a basic diet of imported products uses four times the energy and then produces four times the emissions of an equivalent domestic diet. II. Eat locally made foods. The local foodstuffs reduce the amount of emissions into the air due to shipping and other modes of transportation. Eating local foods maximizes on the security and freshness and finally supports the local economy. V. Buy products that are organic and local. Produce having undergone treatment of pesticides are good for the environment and ones-self. The local foodstuffs use less gas to get from the farm to your plate, and since the distance travelled is shorter, they reach your plate while still fresh. 1. The government reviews the existing information and the habitats in the area of the proposed project. There is comprehensive involvement of appropriate agencies at the inception of the project in its planning stages so that they can identify the potentially sensitive ecological resources that could be present in the vicinity of the project. 2. The relevant authorities are engaged into the conduction of pre-disturbance surveys so that they